This document discusses various digital media options for advertising, including emerging options like internet, mobile, and online magazines. It also summarizes the major forces shaping the digital age like digitalization, the internet explosion, and new types of intermediaries. The document then covers marketing strategy in the digital age, including e-business, e-commerce, and e-marketing. It discusses benefits of e-commerce for both buyers and sellers. Finally, it touches on the promise and challenges of e-commerce.

1. MARKETING
APPLICATION
Session 3

2. Media Options for Advertising
TRADITIONAL MEDIUMS
 Print
 TV
 Magzines-
Weekly,Monthly,Fortnig
htly
 Hoardings, Kiosks
EMERGING MEDIUMS
 Internet Advertising
 Mobile Advertising
 Online versions of
printed magazines
 OoH Solutions in
bus,taxi,rail

3. 3 - 3
Major Forces Shaping the
Digital Age
 Digitalization and Connectivity
 The flow of digital information
requires connectivity

Intranets, Extranets, and the Internet
 The Internet Explosion
 Key driver of the “new economy”

4. 3 - 4
 New Types of Intermediaries
 Brick-and-mortar firms often face
disintermediation from click-only
competitors
 The click-and-mortar business
model has been highly successful
 Customization and Customerization
Major Forces Shaping the
Digital Age

5. 3 - 5
Marketing Strategy in the
Digital Age
 E-business:
 uses electronic means and platforms
to conduct business.
 E-commerce:
 facilitates the sale of products and
services by electronic means.

6. 3 - 6
Marketing Strategy in the
Digital Age
 E-marketing:
 Includes efforts that inform,
communicate, promote, and sell
products and services over the
Internet.
 E-commerce benefits both buyers
and sellers

7. 3 - 7
Marketing Strategy in the
Digital Age
 Buyer Benefits of E-Commerce:
 Convenience
 Easy and private
 Greater product access/selection
 Access to comparative information
 Interactive and immediate

8. 3 - 8
Marketing Strategy in the
Digital Age
 Seller Benefits of E-Commerce:
 Relationship building
 Reduced costs
 Increased speed and efficiency
 Flexibility
 Global access, global reach

9. Digital Media in Perspective…
Digital media refers to electronic media which works on binary
codes. Computing is based on binary codes.
Examples of Digital Mediums
 Internet or World Wide Web
 Mobile telephone
 E commerce portals
 Online Gaming
 Online editions of print materials
 Online ticket Booking

10. Internet & Mobile Applications
are gaining prominence…
 Increased Penetration of computing device
 Infrastructure Improvement (Broadband &
Better Connectivity)
 Very high penetration of mobile phones –
Masses as well as Classes (316 Mn)
 Internet is global medium, hence faster
acceptance
 Usage of internet on rise

11. World Wide Internet Users…

12. Global Internet Penetration…

13. Purpose of Internet Usage…
 Emails
 General Information
 Chatting & Social Networking
 Online Gaming
 Online Jobsites
 Financial Info
 Ticket Booking

14. Indian Internet User Profile
14%
23%
28%
17%
9%
9%
SchoolKids (Age12-17)
College Students(Age 18-
23)
Young Men (Age24-34)
Older Men (Age 35-58)
Working Women (Age18-
45)
Non-WorkingWomen (Age
<45)

15. Internet Users Region Wise…
North,
21%
East,
15%
West,
31%
South,
33%
RegionalPenetrationof Internet in India

16. Internet Access by Time…

17. Positives of Digital
Advertising…
 Interactive
 Cost effective
 Measurable
 Customization to the user profile
 Low spillage
 Database creation
 Global Medium

18. Digital Ad Options…
 Banner ads
 Scrolling ads
 Pop Ads
 Search Engine optimization –Google
Search
-Through text Search
- Through Placement

19. Banner & Scroll Ads

20. Banner & Scroll Ads…

21. Google Search…

22. Google Search…
Paid Listing
Natural Search Results

23. 10 C`s of Internet Marketing
Competition
Communication
Consistency
Creative
Content
Customization
Co-ordination
Control
Corporate
Culture
Convenience
Customer

24. Web marketing Tasks…
 Strategy & business plan
 Setting up IT infrastructure
 Getting high traffic
 Making site interactive
 Keeping site updated
 Making site user friendly
 Creating a system for delivery of products

25. 3 - 25
Promise and Challenges of E-
Commerce
 The Promise of E-Commerce
 The future of B2B E-commerce is
bright
 A few click-only companies may
succeed
 Most companies will integrate online
marketing into the marketing mix

26. 3 - 26
Promise and Challenges of E-
Commerce
 Challenges: The Web’s Darker Side
 Few B2C companies are profitable

Limited exposure, skewed demographics

Navigating the web is often problematic
 Challenge: Legal and Ethical Issues
 Online privacy and security concerns
 Internet fraud, the digital divide, access by
vulnerable or unauthorized groups