Digital advertising and promotion uses various digital tools to market and promote brands to consumers. These tools include sponsorships, referrals, email marketing, viral marketing, electronic word-of-mouth, and mobile marketing. Sponsorships allow brands to reach mass and targeted audiences without waste by financially supporting events or causes relevant to the brand. Referral marketing encourages customers to promote brands through their trusted networks. Email marketing effectively builds large email lists and sends engaging content to move people to purchase. Viral marketing uses content that users want to share with others to exponentially grow awareness. Mobile marketing provides personalized, location-based promotions through apps, ads, and SMS.

1. Digital Advertising
& Promotion
PRESENTED BY:
DIKSHANT SAGAR:M-14-03
KUMAR KUSHAGRA: M-14-07
NITIN NEGI:M-14-09
VAIBHAV ARORA:M-14-17

2. Digital Advertising & Promotion?
It is Marketing & Promoting the brand
using different forms of digital means &
tools to reach Consumer:
Sponsorships, Referrals, Email
Marketing, Viral Marketing, e-WOM and
Mobile Marketing

3. Sponsorships
Sponsorship is the financial or in-kind support of an
activity, used primarily to reach specified business
goals.
Advantages:
Sponsorship allows you to reach Mass as well as
specifically targeted markets without any waste.
It is a powerful complement to other marketing
programs, in addition to having a dramatic influence
on customer relations.
Enhancing Image/Shaping Consumer Attitudes.
Creating positive publicity/heightening visibility.

4. Criteria for Sponsorship
Relevance. The event, organization or cause you are
considering sponsoring must have some degree of
relevance to the services or products you provide. You
want to match you sponsorship of events or
organizations to those that involve your target market.
Brand fit. Your brand fit must fit the event.
Mission alignment. The interests of the event or
organization should not conflict with the interests of the
company. A tobacco company sponsoring a cancer
awareness walk may not work out that well for the
tobacco company.
Business result. The company must have a reasonable
basis to believe that the sponsorship will create a
tangible business result. It doesn't necessarily have to
produce a profit, but it should at least increase company
awareness, brand awareness or help foster a positive
view of the company.

5. Continued..
Relative cost to exposure
Audience targeted to your best prospects
Your relative exposure among the sponsors
Do the other sponsors lift your profile?
Do you support the cause?

6. The Benefits of Sponsorship
A sponsor can enjoy a wide range of benefits from a carefully selected sponsorship, which can:
raise brand awareness and create preference
create positive PR and raise awareness of the organisation as a whole
provide attractive content for a range of products and services
build brand positioning through associative imagery
support a sales promotion campaign
create internal emotional commitment to the brand

7. Digital Sponsorship
Through social media like facebook and twitter.
Through brands Youtube channel
To take this to the next level, the sponsor then needs to add value,
enhancing the fans’ experience and immersion by adding deep value
with ‘money can’t buy’ experiences, competitions and, of course,
tickets. This can take a sponsorship from a passive badging exercise
into a socially-charged relationship with the fans, giving a brand a
credible currency to work with that will set them apart from the
competition.

9. 360 degree sponsorship in sports…
“Red Bull” all time best

10. Referral Marketing: “Fueling Growth through
your customers trusted network”-Airtel
 Referral marketing is a process to
increase word of mouth marketing by
encouraging customers and contacts to talk
as much as possible about a brand or
product -wiki
Referral Marketing is the practice of
facilitating and encouraging interactions
within trusted networks that influence
prospects during your brands purchase
lifecycle - Organizations

11. “Before we set our hearts too much upon anything, let us first
examine how happy are those who already possess it.
Francois de La Rochefoucauld
French writer (1613 – 1680)
 WHY Referral Marketing?
 Referral marketing is by far the best and most cost effective way to generate new business.
Referrals generate more loyal clients, more motivated buyers and sellers, more profitable deals,
and an increase in referral opportunity.
 Why referrals instead of advertising?
 Referrals offer significant advantages over cold calling and direct marketing leads.
1. Always more cost effective than advertising.
2. Referrals generally make decisions quicker about purchasing Advertising
3. They are likely to purchase more often (they are more likely to be loyal clients).
4. Less negotiation or convincing is required. They will be more willing to make further referrals.

13. Effectiveness in Advertising

14. E-Mail Marketing:
Email marketing is promoting
products through the use of email
There are 2 main ingredients to an
effective email marketing campaign
They are to build a large list of
people you can email and to write
great emails
The emails should be packed with
free value and they should move
people to buy what you’re trying to
sell

16. Conversation Channels Matter
Email is by far the most widely used to share(82% use it,62% say use it most
often),Facebook is second(49% use it, 27% say use it most often)

17. Customer Acquisition Methods
Comparative Conversion Rates
Referral Marketing generates over 3 times the number of new
customers as compared to the nearest traditional acquisition method.

18. Viral Marketing
 Viral marketing is any marketing
technique that induces Web sites or
users to pass on a marketing message
to other sites or users, creating a
potentially exponential growth in the
message's visibility and effect.
 It can be word-of-mouth delivered or
enhanced by the network effects of the
internet. Viral promotions may take
form of Video Clips, Interactive flash
games, ebooks, images or even text
messages

19. Type of Viral Marketing
 Pass Long
Buzz-Marketing
 Incentive Viral
 Undercover Marketing
User Managed database

20. How To Do it?
Gives away products or services
Provides for effortless transfer to others
Scales easily from small to very large
Exploits common motivations and behaviors
Utilizes existing communication networks
Takes advantage of others’ resources.

21. Most viewed Video on Youtube @WC
Mauka Mauka…

22. Viral Video
MTS_Internet_Baby__New_2015_and_Old_
2014_Compilation___MTS_Internet_Baby

23. e-WOM
 Any positive or negative statement made by potential, actual, or
former customers about a product or company, which is made available
to a multitude of people and institutions via the Internet.
electronic word-of-mouth consists of five main elements:
1. Statement: positive, negative or neutral
2. Communicator: statement creator i.e. potential, actual or former
customer
3. Object: product, service or/and company
4. Receiver: multitude of people and institutions
5. Environment: the Internet, particularly the social media

24. Types of Electronic Word-of-Mouth
(e-WOM)

26. Mobile Marketing
Mobile marketing is marketing on or
with a mobile device, such as a smart
phone. Mobile marketing can provide
customers with time and location
sensitive, personalized information that
promotes goods, services and ideas.
Types:
App-based marketing, In-game mobile
marketing, QR codes, Location-based
marketing, Mobile search ads, Mobile
image ads, SMS

28. Some interesting mobile marketing
statistics
 80% of mobile device time in spent on apps, with game apps
eating up the largest percent of app time.
People browse 70% more web pages on tablets than smartphones.
Retail conversion rates are 2.2% on tablets, considerably higher
than 0.7% on smartphones, but traditional PC conversion rates are
still highest at 3.3%.
Mobile searches have increased 200% year over year in 2012.
Mobile is predicted to surpass desktop in 2014.

29. Latest Trends

30. Google Launches Buy Button, Facebook
to follow.

31. Reference
 //http: mobilemarketingmagazine.com.
 www.rewardstream.com
 http://www.startupbusinessschool.com/eBooks/Referral-Marketing.pdf.
http://www.fhnw.ch/wirtschaft/dienstleistung/studierendenprojekte/olten/bis
herige-projekte/bachelor-thesis-2010/pdf

32. Questions??