Digital Media Marketing - Fundamentals & Career Opportunities is a slide deck I had originally prepared for a lecture by my boss in a B-School. This covers the basic topics - definition, what it is made of and its importance to brands. It also gives a brief introductory into the landscape of Digital Marketing - SEO, Search & Display Advertising, Social Media, Analytics etc. Finally I had concluded the ppt with the career options available in Digital Marketing for the management graduates. This is more like an intro into the subject rather than a fully comprehensive material. Please post your comments or suggestions.

1. Digital Media
PRADEEP GOVINDARAJU
ALL RIGHTS RESERVED
October 2013

2. Digital Media: Building the Basics
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
2

3. An Acceptable Definition
Business dictionary defines Digital Media as:
Digitized content (text, graphics, audio,
imagery and video) that can be
transmitted over internet or computer
networks.
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
3

4. Building Blocks of Digital Media
People
Store /
Retrieve
Process
Publish /
Read
Protocols
Engage /
Respond
Technology
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
IT Infrastructure – Servers,
Networks etc.
4

5. What’s in it for Brands & Corporates?
Internet is an important influence
on consumers interested in buying
new products across most
categories
– Nielsen Global Survey
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
5

6. What’s in it for Brands & Corporates?
PEOPLE
Significant share of the Global & Indian
population had adopted Internet & Digital
Media
Digital goes Online
World
India
Internet Users
2.4 Billion
137 Million
Mobile Internet Users
2.1 Billion
79 Million
1 Billion
44 Million
Smartphone Users
Social
Media
Users
World
India
Facebook
1.15 Billion
78 Million
Twitter
500 Million
33 Million
LinkedIn
238 Million
20 Million
Instagram
130 Million
4 Million
Pinterest
70 Million
5.5 Million
Sources: Internet World Stats, Mobithinking, Medianama, Trak, Digital Insights, Business Today
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
6

7. How People in Digital Media are relevant to Brands?
Industry
Leaders
Employees
Suppliers /
Vendors
Competitors
Brand
Fans /
Followers
Detractors
We are connected to
brands in more ways
than we realize in Digital
Media
Customers
Prospects
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
7

8. Brands & Corporates Acknowledge the importance of Digital Media
Corporates today invest Time, Money & Resources in multiple Digital Media Initiatives:
 Digital Branding – Brand building & engagement in web; communication focused
 Digital PR – Transforming static news into opportunities of online conversations
 Digital Marketing – Attract target audience to the digital media assets
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
8

9. Digital Marketing – Attract Target Audience to Digital Assets
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
9

10. Digital Marketing Landscape
STRATEGY
Search
Display Advertising
Social Media
Email Marketing
Content Marketing
Organic
Contextual
Targeting
Monitoring
Transactiona
l
Digital PR
Paid
Behavioral
Targeting
Marketing
Direct Mails
Blogging
Re-Targeting
Engagement
ANALYTICS
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
10

11. Digital Marketing is now Mainstream in India
Indian Digital Media Spending (INR Crores)
Spending by Top Digital Marketing Categories (INR Crores)
Category FY 2010-11 FY 2011-12 FY 2012-13
30%
2,938
1,140
FY 2010-11
FY 2011-12
FY 2012-13
FY 2013-14
(Est.)
557
595
662
Social
1,750
850
NA
175
300
90
123
230
Video
54%
718
Display
2,260
493
Mobile
29%
Search
NA
88
150
Email
NA
53
68
Industry is need of competent professionals to manage this massive spending
Source for Digital Marketing Spending: IAMAI
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
11

12. Digital Marketing Workforce
In Need
STRATEGY
Crowded
CHANNELS
ANALYTICS
Dearth

Digital Marketing spectrum is abuzz with Experts that has technical know-hows & operate across various
channels

Digital Marketing needs Business Professionals to make it more relevant to Businesses


For instance, Marketing Managers are needed to Strategize, Sales Managers to device action
plans, Business Analysts to extract insights from the abundance of Digital marketing data
Analytics – a high potential, yet under sourced space of Digital Marketing
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
12

13. Digital Marketing Analytics
Analytics, when rightly done:

Shreds insights that can be implemented Online & Offline

Contributes to the business bottom-line – increase revenue

Proves the value of digital marketing existence of a brand
Wise minds are needed to:

Convert Data into Information

Turn Information into Knowledge

Churn Knowledge into Wisdom
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
13
13

14. DIKW Model for Digital Marketing Analytics
D
I
K
W
Data
Information
Knowledge
Wisdom
Extraction:
From multiple channels
Action:
Act upon the data
Explanation:
What are the results?
Experience:
What is
best?
Doing the right things
Doing the right things
DIKW
PAST
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
FUTURE
14

15. Digital Marketing Analytics – Practical Applications
Mobile traffic report of a fashion website -> Singles out the mobile platform where the retailer should
launch their first ecommerce mobile app
Analytics of the iOS app will answer the What, Why & How questions for the
Android app
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
15
15

16. Digital Marketing Analytics – Practical Applications
Ecommerce Traffic Report -> Singles out the source / medium that has the highest Per Visit Value;
Effort should be taken to increase the traffic from this source
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
16
16

17. Digital Marketing Analytics – Practical Applications
Location Report -> Suggests the locations where the brands can open their next retail outlet
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
17
17

18. A Snapshot of Career Options in Digital Marketing
Digital Marketing Roles
Titles
Setup and / or handle Digital Marketing practice in organizations; Accountable for P&L of the practice
GMs / Directors/ AVPs &VPs / CXX
Handle large enterprise clients with managing digital marketing spends around hundreds of crores
Account Directors / Sr. Account
Directors
Account Managers / Sr. Account
Managers / Client Managers
Client Partners (Digital Marketing)
Manage relationships with Digital Marketing clients
Brand representative who, in liasion with third party agenicies, ensure that the Digital Marketing
objectives are achieved
Brand representatives who ensure consistent and optimal messaging, promotions, pricing, and advertising Brand Managers (Digital Marketing)
of brand & its products / services
Develop & Execute scalable solutions across Digital Marketing landscape - SEO, Paid Ads, ORM etc.
Digital Marketing Managers
Develop, Oversee and execute the communication/marketing strategy in Social Media, which includes
Social Media Managers
advertising and promotions plans
Collect and analyze data on website visitors patterns, customer voice in digital media talking about brands, Marketing Researchers (Digital
product features, competition and other areas that inform marketing business decisions
Marketing)
Gain first hand knowledge in Digital Marketing techniques before taking great leaps
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
Analysts – Web / Social Media / SEO /
SEM / Digital Marketing
18

19. Great to gain exposure to these prominent Digital Marketing Tools
Search
• Moz
• Raven
Tools
Ad Campaigns
Social Media / ORM
Email Marketing
Web Analytics
• Kenshoo
• Radian6
• iContact
• Google Analytics
• IgnitionOne
• Brandwatch
• Pinpointe
• Adobe SiteCatalyst
• Adobe
AdLens
• Unmetric
• GetResponse
Few Digital Marketing Programs•&Sysomos
Certifications are available to gain Digital Marketing exposure:
 Advanced Online Advertising Program - Google India (through NIIT Imperia)
 Professional Diploma in Digital Marketing (NIIT Imperia)
 Certificate / PG Certificate Course in Digital Marketing (Certified by IAMAI)
 Advanced Program in Digital Marketing – IAMAI (through NIIT Imperia)
Certification for Digital Marketing Platforms
 Google Analytics, Google AdWords, Adobe Omniture, Adobe AdLens, Kenshoo
© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
October 2013
19

20. Thank You
PRADEEP GOVINDARAJU
ALL RIGHTS RESERVED
October 2013