Digital marketing

1. DIGITAL MARKETING

2. OBJECTIVE
The main objective of this presentation is to understand the concept of
digital marketing along with understanding the scope of digital
marketing and how it integrates with overall business and marketing
strategy
The study has been structured along the following lines:
 Introduction
Overview
Major Channels and Players
 Marketing Strategy

3. DIGITAL MARKETING – An Introduction

4. OVERVIEW
‘Digital marketing is marketing that makes use of electronic devices such as
computers, tablets, smart phones, cell phones, digital billboards, and game
consoles to engage with consumers and other business partners’ - Wikipedia
Leveraged traditional marketing areas such
as direct marketing by providing the same
method of communicating with an
audience but in digital fashion
Promoting products and services using
digital distribution and social media
channels to reach consumers in timely,
relevant, personal and cost effective manner
Digital
Marketing
Delivered via internet, mobile text messaging,
display/banners ads and digital outdoor signage

5. WHY USE DIGITAL MARKETING ….(1/2)
• Increase website traffic
• Increase brand recognition
• Improve search engine rankings
• Generate leads
• Increase online sales conversions
• Improve Internal communications

6. WHY USE DIGITAL MARKETING ….(2/2)

7. DIGITAL MARKETING- PUSH AND PULL CONCEPT
• Digital Marketing is a combination of Push and Pull Internet
technologies used to execute marketing campaigns.
• Digital marketing provides for immediate reporting and feedback
while using the internet to both Push and Pull marketing content
Texting on Mobile, and
Voice Broadcast are
used to push a message
Push
Digital
Marketing
Pull
Banner ads and Pay Per
Click (PPC) searches
Pull viewers

8. DIGITAL MARKETING- ASSOCIATED COSTS

9. IMPORTANT DIGITAL MARKETING CHANNELS
iPhone Apps
Proprietary Website
Facebook
Linkedin
WordPress
MediaWiki
Campaign-Focused Marketing Pages

10. MAJOR VENDORS BY KEY PROCESS

11. HOW IT DIFFERS FROM TRADITIONAL MARKETING
Traditional
Digital
Uses established market research (focus
group and samplings)
Business models and demographics are fluid
A campaign is generally a Message
A campaign is generally a Conversation
Campaigns not optimised immediately
Sponsored searches has +-70 clicks to entice
click through
Marketers controls message lengths
Visitors uses exact search items
Data is collected long afterwards
Campaign tweaked instantly with immediate
feedback
Costs are relatively high
Costs are relatively low

12. Digital Marketing - Strategy

13. DIGITAL MARKETING - STRATEGY
• Clarify and finalize Campaign objectives
• Define the target audience(s)
• Identify the online and Mobile channels available and appropriate
• Develop a strategy with unique tactics for each digital asset
• Maximise SEO and Audit Page Tags to maximize the number of
viewers
• Define success through industry specific and relevant metrics
• Know the landscape and benchmark results against competitors

14. STRATEGY - A
RATIONALIZATION

15. “Strategy is an important step across every phase of a
campaign. Phases are not always sequential and may
be iterative as content is tweaked. “
DIGITAL MARKETINGFOUR BROAD PHASES

16. • Scoping
• Plan on how content stays current and accurate
• Develop appropriate technology or solutions
• Integrate online digital data
• Define key performance indicators
• Customize visitors Engagement
•
Measurements by
IMPLEMENT
BENCHMARKS
Industry
Facilitate reporting and Distribution of data & Analytics
• Use behavioural targeting of potential viewers
• Analyse Digital Campaign to remain relevant & engaging
• Convert website visitors into customers more quickly
and at a relatively lower costs
OPTIMIZE

17. THANK YOU !!!