Strengthening Business Through Digital Marketing And E-Commerce

Strengthening Business
Through Digital Marketing
And E-Commerce
“If your business is not on internet,
then your business will be out of business”
Bill Gates

Agenda
• What is Digital Marketing and its basics
• Advantages and its comparison
• Factors which decide success and failure of
Digital Marketing
•Digital Marketing tools and techniques
•E-Commerce and its scope, success & Challenges

What is Digital Marketing and its basics
WHAT IS MARKETING ?
Marketing is basically making people aware of the types and the
quality of the products you make and making them aware of
your presence.
Four Keys Of Marketing
Targeting Audience
Reach of Marketing
Duration of Success
Price of Marketing

Traditional Methods
•Newspaper/ Television advertisement
•Radio Advertisement
•Magazine
•Hoardings and Banners
•Flyers and Handouts Reach – Limited
No Customer Feedback
Expensive
For Very Short Time
0

Some Statistics
•Digital marketing (and customer service) are growing… Companies spent, on average,
25% of total marketing budgets on digital in 2014. But that figure is projected to jump to
75% within the next five years
•80% of consumers do “a lot” of online research for major purchase decisions, and 46% say
they count on social media when making such choices
•38% of companies will hire more digital marketing professionals in the coming year
•51% of companies planning larger than 25% of the budgets for digital marketing in 2015

WHAT DID YOU UNDERSTAND
FROM THIS VIDEO ?
•The idea is to device a method to connect directly to your
customers and make them feel happy and important.
•To keep them engaged.
•Target right type of customer at right time and at right place.

Advantages
Reach a larger audience – Global Reach
planning to execution is quick & can reach to Right Target Audience
Highly cost effective then the traditional ways of marketing
Reduces Gestation period from lead to sale & high
Returns over Investment
Has the power to get viral quickly and increase scale of business
Larger shell life & marketing success can be measured with the help
of analytics tool

Some Statistics
85% people
search before
purchase or
finding a
business source

Some Statistics
Approx.
4 billion videos
are watched
over you tube
every day
Website Mobile

Some Statistics
Approx. 80% of
internet users
are active on
Social Media
Website Mobile

Some Statistics
Google now processes
over 40,000 search
queries every second on,
over 3.5 billion searches
per day and 1.2 trillion
searches per
year worldwide.
Website Mobile

Some Statistics
Is your business
online?
Website Mobile

PILLARS OF DIGITAL MARKETING
Having a
Website
Rich
Content
Email
Marketing
Hyper
Local
Marketing
Social
Media
Marketing
Paid
Campaign
Organic/
SEO
Mobile
Marketing

Website
•It is very important and the first step to go for digital
marketing
•Informative – right content for right buyers
•Rich in content
•Real pictures
•Fast to open
•Responsive

Latest Trends in Website Development
RESPONSIVE WEBSITE

Rich Content
Copy dose not work
Tips
Original/unique content have more mileage
Digital content is base or back-bone of digital marketing
Relevant content is must on website, blogs, social media posts

Email Marketing
How many of you actually have a database of email of their clients, or
people you had talked but did not mature a deal?
Tips
•Your email should have your own words – no copy
•Have your own domain instead of using a free email service
•Can use some email cloak service to track email clicks
•Best time to email and be consistent on this, eg. morning 9-10 am and
evening 3-4 pm
•Choice of words you use in email (should avoid certain words like FREE,
ORDER NOW, APPLY NOW, LIMITED TIME, etc – they are spam

Hyper Local Marketing
• Hyper local marketing is defined to local geographic area or regions
and the best way to be present in local marketing is “Google My
Business” and “ Search Places”
• Choose your keyword according to the local market also.
•Industries best suited for Hyperloacal marketing are like – Wedding
venues, Schools, Local Stores, Local service providers like AMC’s etc.
•Reviews are very important in local hyper marketing

Social Media Marketing (SMM)
Have you ever noticed people in a coffee shop ,airport or railway
stations, family gathering ,etc what is one thing that grab their
maximum attention?
They are communicating someway or the other in a social network.
SMM is a way to have presence in digital world or creating a
community around your brand of people who are interested in
hearing about your product, Creating a group to sell, to create an
image, to improve your processes etc. is up to you

• Select one that make more sense. Where more people will
connect to you. Select one channel and be good at it.
•Key factor that decides is your Target Audience.
• Women in North India – Facebook
• Women in America/Canada – Instagram/Pinterest
• Industry/Process – YouTube
• Consultants /Professionals – LinkedIn
How To Select

• Adopt a style that can make you connect to your target
audience. Remain consistent to that style everywhere.
•Prepare the right type content to create interest of people.
•Content should create/add value to people who are connected
•It may not be directly talk about your product but creates interest
•More interesting the posts are more people are sharing it and
liking it and generating a new network for you.
How To Prepare

SMM
Micro
Blogging
Publish
Post/
Share
Photo
Sharing

Facebook – Engaging People and Response Time

SEARCH ENGINE OPTIMIZATION (SEO)
SEO
SEO stands for “search engine optimization.”
It is the process of getting traffic from the
“free,” “organic,” “editorial” or “paid” search
results on search engines

TYPES OF SEO
ON-PAGE
In search engine optimization,
on-page optimization refers to
factors that have an effect on
your Web site or Web page
listing in natural search results.
These factors are controlled by
you or by coding on your page.

TYPES OF SEO
OFF - PAGE
Off page SEO refers to techniques that
can be used to improve the position of a
web site in the search engine results
page (SERPs). Many people associate off-
page SEO with link building but it is not
only that. In general, off Page SEO has to
do with promotion methods – beyond
website design –for the purpose of
ranking a website higher in the search
results.
ALSO ADD PPC – Pay Per Click or
Google AdWords

E-BUSINESS
E-business (electronic business) is all type of business
processes activities on the Internet. These can include:
•buying and selling products,
•supplies and services;
•servicing customers;
•processing payments;
•managing production control;
•collaborating with business partners;
•sharing information; running automated employee
services; recruiting; and more.

COMPARISION
Buying and Selling of goods and
services through the internet is known
as e-commerce
e-commerce includes transactions
which are related to money
e-commerce has an extroverted
approach that covers customers,
suppliers, distributors, etc.
e-commerce requires a website that
can represent the business
e-business, which is an electronic
presence of a business, by which all the
business activities are conducted through
the internet.
e-business, includes monetary as well as
allied activities.
e-business has an ambiverted
approach that covers internal as well as
external processes.
e-business requires a website, Customer
Relationship Management and Enterprise
Resource Planning for running business over
the internet.
E-COMMERCE E-BUSINESS

CATEGORIES OF E-BUSINESS
BUSINESS CONSUMER
GOVERNMENT
B2B C2C
B2C
G2C
G2G
G2C

E-COMMERCE
E-commerce (electronic commerce or EC) is the buying and
selling of goods and services, or the transmitting of funds or
data, over an electronic network, primarily the Internet.

E-COMMERCE : BENIFITS
TO MERCHANTS TO CONSUMERS
 Expanded marketing channels and
global reach to increase sales of
existing products
 Reach the target audience
 Very low infrastructure cost of the
store
The store is always open 24x7
Establish better relationship with
customer
 Fast customer feedback
 Endless scope of invention
 Convenience and easy approach
 Better deals
Wider range of choice of products
Complete specifications and values
with reviews presented on the upfront
 Global Reach
Constant updates
 Easy returns

MAJOR TYPES OF E-COMMERCE
1. B to C

Online Shopping
Input fields
Should be secure

E-commerce challenges
•Price comparisons and effectiveness
•You have to be updated
•Your response time should be good
•Payment gateway system
•Quality check
•Shipments
•Returns
•Security
•Government policies

Strengthening Business Through Digital Marketing And E-Commerce

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