Role of digital marketing - BY MANSI TYAGI

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Role of Digital
marketing
Madhumita Guha
11.05.2015

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Electronic media that function using digital codes
Uses digital media to develop communications and
exchanges with customers
Refers to the strategic process of distributing, promoting, pricing
products, and discovering the desires of customers using
digital media and digital marketing
DIGITAL
MEDIA
DIGITAL
MARKETING
ELECTRONIC
MEDIA
Some Basic Terminology

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E-Marketing
• The most important benefit is the ability to share
information
• Between marketers and consumers
• Among employees
• With suppliers

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E-marketing is increasingly common across all industries
• Most marketers utilize e-marketing
What examples of digital marketing have you come across lately?
What is your favorite example of a digital marketing campaign or
promotion?
Discussion Questions

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Discussion Question
Sports Illustrated was once only a
magazine–it now offers services and
features on digital media
• How do digital media help
companies stay competitive?

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Trends in Digital Marketing
Consumers increasingly tend to publish their thoughts, opinions, reviews,
and product discussions on blogs or digital media
• More interactive than traditional marketing media
Consumers trust other consumers over corporations
• They rely on the recommendations of family, friends, and fellow consumers
when making purchases

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Product Considerations
• The connectivity of digital media creates opportunities for businesses to add
services and to enhance product benefits
• Some products are now only available digitally
• Some companies use advertising campaigns and contests to develop better
products
• The Internet can make it easier to anticipate consumer needs

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Distribution Considerations
• Digital marketing is a new distribution channel
• Reduces inefficiencies, costs, redundancies, and increases speed
• Shipping times and costs are an important element in attracting
customers
• Distribution involves a push-pull dynamic
• Companies push to get products to consumers, and channel members pull
to find one another

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Promotion Considerations
• Promotion is one of the best applications for digital media
• Discounts and other promotions can be quickly communicated
• Consumer consumption patterns are changing rapidly and marketers
must adapt
• Almost any traditional promotion can be enhanced or replaced by digital
media

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Pricing Considerations
• Price is the most flexible element of the marketing mix
• Increased consumer demand for low prices
• Broad access to pricing information puts pressures on marketers to
differentiate products
• Customers will focus more on attributes than on price

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Using Digital Media in Marketing Research
• Digital media can be a useful resource for marketing research
• Many online research services are cheaper than traditional counterparts
• Digital media help level the playing field between large and small firms
• Crowdsourcing: Outsourcing marketing tasks to a large group of people

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Evaluating a Marketing Campaign’s Success
Marketers should ask
• Did the online campaign generate more business for or more interest
in the company?
• Is this increase in demand significant?
• The company should set a goal of by how much it wants demand
to increase
 Are there any extraneous variables that could account for an increase
in sales?

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Changing Digital Media Behaviors of Consumers
Consumers
• Want more and faster access to information
• Are empowered to comparison shop for the best deals
• Can connect with each other
Marketers must adapt to and use the new media to their advantage
• Examine how consumers are using the Internet to create better marketing
mixes

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Online Consumer Behaviour
• Requires constant effort to stay on top of technological change
• Customers’ habits and consumption patterns change
• Learning how to use new media can be daunting for many marketers

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Different Types of Digital Technology Users
• Creators: Create their own media outlets
• Critics: Comment on blogs or post ratings and
reviews
• Collectors: Collect and organize content generated
by creators and critics
• Joiners: Anyone who becomes a user of social
networking sites or other online communities to
connect and network
• Spectators: Read online information but do not
produce any themselves
• Inactives: Do not participate in online digital media;
numbers are dwindling

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Think about it
According to this poll, the majority of companies do not
monitor or audit postings to social networking sites
• Does this surprise you?
• Are companies missing out on an opportunity?
Source: PricewaterhouseCoopers, The Global
State of
Information Security Survey 2010 (survey of 7,200
managerial positions).

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TWITTER
Social
Networks
FACEBOOK
INSTAGRAM
LINKEDIN

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• The most popular social networking site
• Appeals to a broad demographic
• Fastest-growing segment is women over 55
• Encourages consumer interaction with companies and products
• Good resource for marketers
• Low-cost advertising
• Reaches new markets
Facebook

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• A social network for professionals
• A profile resembles a résumé
• Facilitates professional networking, job searches, and recruiting
• Companies use the site to familiarize people with their businesses
Linkedin

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• A hybrid social networking and micro-blogging site
• “Tweets” are 140 characters or less
• Companies announce sales, promotions, and product updates via tweets
• Can help (re)build customer relationships
Twitter

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• An online mobile photo-sharing, video-sharing and social networking service that
enables its users to take pictures and videos, and share them on a variety of
social networking platforms
• A distinctive feature is that it confines photos to a square shape, similar to
Kodak Instamatic and Polaroid images, in contrast to the 4:3 aspect ratio
typically used by mobile device cameras.
• Users can also apply digital filters to their images. The maximum duration for
Instagram videos is 15 seconds
Instagram

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Upcoming trends
Blogs and
Wikis
Virtual
Realities
Podcasts

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Valued Quality. Delivered.
Who is Intertek?
Intertek provides quality and safety services
that not only help customers provide quality
products and services but also adds value to
their business.
We facilitate customer’s success by:
• Increasing Speed to Market
• Reducing Risk
• Improving Brand Reputation

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Caleb Brett
founds a
marine
surveying
business
1885
Thomas
Edison
establishes
what
is later
renamed as
the Electrical
Testing
Laboratories
(ETL)
1896
Virginius
Daniel Moody
establishes
Moody
Engineering
for
construction
and electrical
engineering
projects
1911
Intertek and
Moody
International
join forces
2011
Intertek
Today:
Valued
Quality.
Delivered.
Today1973
Labtest
establishes
the first
commercial
consumer
goods testing
facility in
Hong Kong
1989
Labtest
establishes
the first
commercial
testing
laboratory in
China
Our Heritage

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An Extensive Global Network
• FTSE 100 company in the
Support Services sector
• Revenue generation of over
£2.09bn in 2014
More than
1,000laboratories and offices
More than
100countries
Over
38,000people

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Confidential
Intertek in the Home
Helping to keep people safe by testing the products they use every day for safety,
quality, and performance.

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Confidential
Sporting
Goods
Lighting
Accessories Electronics
Hardware
Textiles Leather
Wireless
Appliances
Furniture
Life Safety
and Security
Endless amounts of products used by employees on the job are tested and
certified by Intertek
Intertek in the Workplace

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Confidential
Whether at school or walking down the street, products tested by Intertek
are all around
Solar Panels
Mobile
Devices
Furniture
Street Lights
Building
Products
Fire Alarms
Trains and
Buses
Medical
DevicesCars and
Trucks
Fashion
Accessories
Intertek in the Community

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Confidential
First responders and employees in factories feel protected because of
products tested by Intertek
Fire
Panels
HVAC
Solar Panels
Personal
Protective
Equipment
Electric
Vehicle
Hazardous
Locations
Industrial
Equipment
Wind
Turbines
Electronics
Intertek in the Industry

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Confidential
Intertek India
~20
labs
40 +
locations
1800+
people
Delhi
Jaipur
Gurgaon
Ahmedabad
Indore Kolkata
Hyderabad
Vizag
Tirupur
Kochi
Mumbai
Bangalore
Chennai
Goa
Haldia
Paradip
Raipur
Kandla
amnagar
Ludhiana
Chandigarh
Nagpur

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Confidential
Thank you 