Intro to digital marketing by Vivek Shah
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How is the digital marketing world evolving, in terms how consumers are driving the change and how organizations are challenged with re-orienting themselves.
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Intro to digital marketing by Vivek Shah
- 1. Intro to Digital Marketing Vivek Shah
- 2. Q: What do you think we are looking at? A: 1st banner ad, HotWired, 27th Oct ‘94. There were only 12 advertisers in the entire world that lined up for HotWired. 1) The average click through rate of display ads ~0.17% - .30% (Source: DoubleClick) 2) Only of internet users account for of clicks on display ads (and some of them aren't even humans!) 85%8% (Source: comScore) And Stats… 3) Over of all online ads impressions are never seen by humans51% (Source: ThinkWithGoogle) Some Trivia… 9/25/2017 Vivek Shah | vivek8@micamail.in 2
- 3. What’s Marketing? Creating, communicating and delivering “value” to customers / consumers 9/25/2017 Vivek Shah | vivek8@micamail.in 3
- 4. Why the Mad “Digital” Rush? 2016 2017 9/25/2017 Vivek Shah | vivek8@micamail.in 4
- 5. How is Digital Changing Customer and Brand Interactions? How and why digital is penetrating the business aspects 9/25/2017 Vivek Shah | vivek8@micamail.in 5
- 6. Customers Drive Brand Conversations And not vice-versa 9/25/2017 Vivek Shah | vivek8@micamail.in 6
- 7. Customers Demand Personalized Messaging Attention spans of a 7yr old! 9/25/2017 Vivek Shah | vivek8@micamail.in 7
- 8. Customers Draw a Non-Linear Journey Brands got to be with them all along the path-to-purchase 9/25/2017 Vivek Shah | vivek8@micamail.in 8
- 9. How Digital Helps Bridge the Gap? Where do businesses and brands see value in digital 9/25/2017 Vivek Shah | vivek8@micamail.in 9
- 10. Digital is Scalable To Help Reach Audience at Right Touch-Points 9/25/2017 Vivek Shah | vivek8@micamail.in 10
- 11. Digital is Targetable To Help Drive Desirable Behavior at Each Stage 9/25/2017 Vivek Shah | vivek8@micamail.in 11
- 12. Digital is Measurable To Help Drive RoI 9/25/2017 Vivek Shah | vivek8@micamail.in 12
- 13. Digital Change: Brands in the Middle Brands Outside-in View: - Non-linear path to purchase - Demand personalized communication - Traceability and attribution - Platform Complexity Inside-out View: - Digital Strategy - Digital Presence - Campaign Planning and Execution - Operations and Optimization 9/25/2017 Vivek Shah | vivek8@micamail.in 13
- 14. Digital Marketing Channels How to look at digital channels and the metrics from a tactical point of view 9/25/2017 Vivek Shah | vivek8@micamail.in 14
- 15. Key Digital Channels 9/25/2017 Vivek Shah | vivek8@micamail.in Digital Marketing Mix Email PPC Organic Social Referral • List Size • Deliverability • Open Rates • CTR • Conversions • Reach • Imp. Share • Viewability • CTR • Conversions • Search Terms • Search Share • Rank • CTR • Conversions • Reach • Engagement • CTR • Conversions • Sentiment • Referral Paths • Sources • PVs, Uniques • Conversions • Known DB • List Quality • Automation • CRM • RoI • Targeting • Placements • Budget • RoI • Landing Page • Keyword Research • Content • On-Page SEO • Back-links • Content • Sharable • Audience • SoV • Organic Reviews • Sponsored • Influencers KeyMetricsKeyAspects Owned • Sources • Demographics • PVs • Conversions • Time spent • Design • RWD • UI/UX • Personalize 15
- 16. Digital Media Planning Process 9/25/2017 Vivek Shah | vivek8@micamail.in 16
- 17. Digital Marketing Spends What is the digital marketing spends, what are the key drivers and the key media buying mechanisms 9/25/2017 Vivek Shah | vivek8@micamail.in 17
- 18. Digital: Overall Ad Spends (India) 9/25/2017 Vivek Shah | vivek8@micamail.in Source: GroupM Estimates, 2016 18
- 19. Digital: Spend by Industry and Format (India) 9/25/2017 Vivek Shah | vivek8@micamail.in Source: IAMAI and IMRB Report, 2015. All numbers in Cr, INR 19
- 20. Q: What do you think is larger: Search Spends or Display Spends? Q: Why do you think so? Some Ad-Spend Numbers 9/25/2017 Vivek Shah | vivek8@micamail.in 20
- 21. Display outpacing search, sooner than later. Q: What's the difference between search & display? Search ? Display 9/25/2017 Vivek Shah | vivek8@micamail.in 21
- 22. Digital Display: 3 Key Drivers 9/25/2017 Vivek Shah | vivek8@micamail.in Prog. Tech. Mobile Video Reach Inventory Targeting Momentum of drivers on key parameters of display advertising Programmatic Tech Display Advertising Ecosystem Together, there is a “highly-engaged-visitor” momentum generated in terms of reach, inventory and targeting ability. 22
- 23. Emerging business models in the digital world 9/25/2017 Vivek Shah | vivek8@micamail.in 23
- 24. Businesses in the Digital World Strategy Consulting Creative Agencies IT / Outsourcing Services Product Companies Brand Orgs Serves Consumers Serves 9/25/2017 Vivek Shah | vivek8@micamail.in 24
- 25. Questions?