Direct Marketing – eMarketing

882 views

Published on

Published in: Business, News & Politics
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
882
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Direct Marketing – eMarketing

  1. 1. Direct marketing – e marketing
  2. 2. • e-Marketing utilizes electronic medium to perform marketing activities and achieve desired marketing objectives for an organization. • Internet Marketing and Mobile Marketing are forms of e-Marketing. e-marketing
  3. 3. Types of e-marketing Online campaigns Info mediae commerce e mails Interactive website Community website Rich media Blogs
  4. 4. online campaign
  5. 5. Dove online campaign • Objectives – Core communication – Emotional Connect • Strategic Insights – Create disruption in the category which is currently governed by the norm of straight black hair doctored in the ads as the ultimate symbol of beautiful hair – Get responses/ reactions from women on their idea of real beauty – Instances in life when they have chased someone else's idea of beauty
  6. 6. Execution • Yahoo! created a space for like-minded Dove women who live in the real world. She has a busy life, passions, interests, moments of joy and moments of frustration • Created a forum wherein she could involve herself into activities, and thoughts she would like to ponder on platform for women to interact with women who think alike and could share their ideas with the world • The campaign was designed to make more women feel beautiful everyday, by questioning today’s stereotypical view of beauty and inspiring them to take great care of themselves • Helped them lead life the Dove way – create your own idea of beauty !!! – I am beautiful in my own unique way Dove online campaign
  7. 7. Campaign Elements Flow of activity Stage 1: On Ground Activation. Stage 2: Posting of Responses on Yahoo! Stage 3: Promoting it across Yahoo! Stage 4: Invite users to give their views and ask questions related to the topic.
  8. 8. Results • Ad Campaign Stats • Total Page Views Delivered : 942, 567 • Total Ad Impressions Served : 15,013,191 • Total Clicks : 225,671 • Average CTR : 1.5% • Total Ad Interactions : 472,392 • Total Time Spent on the Dove Special : 842,600 mins (that’s almost 2 years in user mindspace!) • Total Time Spent on Dove Videos : 68,703 mins (that’s a month plus in user mindspace!) • Total PVs on the Dove Special : 387,924 • Total PVs on the Dove Special Videos : 39,610
  9. 9. Campaign Highlights • The Product launch amplified on Internet by tapping the Beat on the Streets – Getting Video Answers on Yahoo! India Answers (first time in the world) • Promoted through innovative media (Co-branded ADTV Banners, Standard Ads, Rich Media & Homepage Ads) on Yahoo! • The Promo received 1300 video answers on the street Total 2658 answers from Yahoo! India users – making it the most successful branded promo on Y! Answers!!! • The first question “What damages your hair the most?” received over 800 answers!
  10. 10. Share Of Worldwide Ad Spending By Medium (in $ billion) 2007 2008 2009 2010 2011 Newspaper 27.1 25.4 23.8 22.3 21.2 Magazine 12.0 11.5 11.2 10.7 10.4 Television 37.3 38.0 38.3 38.5 38.5 Radio 8.0 7.6 7.1 6.9 6.7 Cinema 0.5 0.5 0.5 0.6 0.6 Outdoor 6.5 6.7 6.9 7.0 7.1 Internet 8.6 10.3 12.1 13.9 15.6 Source: Zenith Optimedia
  11. 11. survey conducted across 30 cities 20,000 Households 90,000 individuals 1000 SMEs 500Cyber Cafes WWW.IAMAI.IN - Internet & Mobile Association of India Important Internet Applications
  12. 12. Common e-Mail Marketing Objectives • Build brand awareness • Acquire new leads/ registrants/ customers/ clients • Drive immediate sales • Enhance customer retention • Build stronger relationships with existing customers/clients • Provide company or product information • Increase revenues by up-selling to existing customers/clients • Post-order targeted e-mails • As part of an integrated marketing strategy
  13. 13. DELL – email product catalog Product Features Price Customisation
  14. 14. DELL – email product catalog Email •Build house list organically •Give Recipients what they want •Frequency = top of mind
  15. 15. Email Marketing Check List • Creative: design of the email, layout, colour and the copy • Relevance: does the offer meet the needs of the recipients? • Incentive: what's in it for the recipient? • Targeting / Timing: single message or tailored content, when? • Integration: creative and copy consistent with brand, reinforce other communications • Copy: structure, style and explanation of the offer • Attributes: of the email (subject line, from address, MULTIPART/MIME
  16. 16. e-quotation
  17. 17. e business flow Customer Web Interface Web Servers Message broker software Other Applications Dell Order Management System Finance Production Shipping Service/ Support Telesales Dell Online Sales Force
  18. 18. e-marketing Model Interact – Support Transact-Pay Attract Inform Customize
  19. 19. Benefits • Reach • Scope • Interactivity • Immediacy • Demographics and targeting • Closed loop marketing • Cost Effective
  20. 20. Challenges in e-marketing • Absence of touch and feel of product - Assurance, convenience • Security, privacy issues - Trust, new technology • Niche segment, low penetration - Changing need, innovation • Lack of infrastructure facilities - GPRS, technology • Clutter of activates - Innovation, creativity • Delivery of goods and services - Efficient system, SCM • Highly competitive – Differentiation, brand
  21. 21. Way ahead • Hybrid customer • Technology conversion • Electrical payments • Part of lifestyle or culture • Will be customer need - not option
  22. 22. • Thank you

×