A brief overview of the digital marketing scenario.

1. Digital Marketing Overview
Introduction
What is digital marketing?
“Digital marketing” is the process of building and maintaining customer
relationships through online activities to facilitate the exchange of ideas,
products, and services that satisfy the goals of both parties.
In simplistic terms, digital marketing is the
promotion of products or brands via one or
more forms of electronic media.

2. Digital Marketing Overview
Introduction

3. Digital Marketing Overview
What Is Social Media Marketing(SMM)?
It is a component of digital marketing.
Social media is a medium and the medium
is only a vehicle that amplifies social
behaviour.
The medium is an instrument on
communication, like a newspaper or a radio,
so social media would be a social instrument
of communication.
It refers to any platform that a brand
provides to interact with its consumers and
where consumers are able to connect to
each other, in a very transparent, real time
world.

4. Digital Marketing Overview
Social Media Marketing(SMM)
There are 5 main categories of
social media:
Forums – Yahoo Answers,
Mouthshut, TripAdvisor
Social Sharing Tools: Youtube,
Flickr, Pinterest
Social Networks – Facebook,
LinkedIn
Blogging and Micro blogging:
Twitter, Blogger, Wordpress
Bookmarking sites –
StumbleUpon, Pinterest, Delicious

5. Digital Marketing Overview
How Digital Marketing Evolved Over The Years
Back in the day, it was all about search engine
optimization – (organic search)
 Build a website
 Apply the art of on and off page SEO to your
website, you build links, you build more links,
and you build even more backlinks, focus on the
meta-tags, content, etc.
 You hope it shows up in Google someday
 You hope it displays on the results with the right
keywords (what people are typing in when they
search)
 It was like fishing and hoping you will get a catch.

6. Digital Marketing Overview
What is search engine optimization (SEO)?
Search engine optimization (SEO) is the
process of getting traffic from the “free,”
“organic,” “editorial” or “natural” listings on
search engines.
All major search engines such as
Google, Yahoo and Bing have such results,
where web pages and other content such
as videos or local listings are shown and
ranked based on what the search engine
considers most relevant to users. Payment
isn’t involved, as it is with paid search ads.

7. Digital Marketing Overview
Multichannel Approach
Multichannel marketing refers to the
practice of interacting with customers using
a combination of indirect and direct
communication channels
customers to take action in response –
preferably to buy your product or service –
using the channel of their choice.
In the most simplistic terms, multichannel
marketing is all about choice.
websites, retail stores, mail order
catalogs, direct mail, email, mobile,
etc. Are some Commonly used
multichannels.

8. Digital Marketing Overview
Spending across various channels

9. Digital Marketing Overview
Estimated Share Of Spends By 2016
The increase in the overall share of spends
indicates an increasing preference of Indian
advertisers towards digital media as they look to
test, understand and leverage the strengths of this
medium over others.
Bulk of this revenue in digital advertising is
expected to be driven by display, video ads,
followed by ads using the search channel.
Indian “paid” search advertising estimated
to be around Rs. 574 crore in 2015 – 20% of
the overall online advertising market today.

10. Indian “paid” search advertising estimated
to be around Rs. 574 crore in 2015 – 20% of
the overall online advertising market today.
Digital Marketing Overview
Spending across various channels

11. Digital Marketing Overview
Industry Wise Analysis
JABONG CASE STUDY
Onslaught of Display Banner ads,
resulting in a huge increase in
no. of impressions over
three months – from 2.39
to 189 million impressions in
three months.
RESULT
The traffic increases to more
Than 8 times within the
same period

12. No Of Branded Searches – Jabong Rises To The Top In 5 Months
Digital Marketing Overview
Industry Wise Analysis
JABONG CASE STUDY

13. Digital Marketing Overview
Industry Wise Analysis
#RiceBucketChallenge
#RiceBucketChallenge is the Indian desi
twist to #IceBucketChallenge on Social
Media. Manju Latha Kalanidihi, a
journalist from the city of Hyderabad came
up with the idea for a Rice Bucket
Challenge.
 The amounts of fans are increasing by
the hour the brand page was started on
24th August, and it already has 40K Fans.
To take part in this challenge – A
participant is required to take a bucket of
rice to a person who is unprivileged, click a
picture of the donation and post the picture
on Facebook/Twitter along with the
hashtag #RiceBucketChallenge and
nominating friends to take up the
challenge.

14. Digital Marketing Overview
Industry Wise Analysis
#RiceBucketChallenge
Talking about #RiceBucketChallenge34K+ mentions including tweets,
facebook posts, news articles about
the challenge is an extremely good
response in just 5 days.
Overall Reach

15. Digital Marketing Overview
Industry Wise Analysis
Colgate #whattheblack
The launch is focused towards growing
Colgate’s leadership in the toothbrush
category, with the present market share of
43.6 per cent (YTD June 2014).
However, what is more interesting is the
buzz created on the digital medium before
the big announcement.
The #whattheblack campaign, launched
a few days before the announcement, was
a unique approach to bring alive a category
that often witnesses feature related
communication. Going beyond traditional
marketing techniques, through this
campaign Colgate reached out to netizens
for building advocacy.

16. Digital Marketing Overview
Mobile Marketing-Growth And Potential

17. Digital Marketing Overview
Mobile Marketing-Growth And Potential
About 10 million smartphones with
internet connection in 2011
 Smart phones estimated to reach
approximately 264 million by 2016
 72% of internet users are estimated to
use mobile as a primary point of access by
2015
 More than 100 million user subscribers
in rural India.
ACTIVE INTERNET
ENABLED
SMARTPHONES

18. Digital Marketing Overview
Mobile Marketing-Growth And Potential
Mobile access to outgrow PC
access within 3 years in India
 Facebook, Twitter and LinkedIn
all grew their mobile audiences by
50% in the past year worldwide.
 More Google searches in India
happen on mobile than online
 One on One and Geo - Local
targeting possible
 Influencing customers decisions
at point of purchase
 Potential to increase sales
through mobile commerce
FACTS AND FIGURES

19. The Local Mobile Customer
Digital Marketing Overview
Mobile Marketing-Growth And Potential
CLEARTRIP- One of India’s
premier travel and hotel
booking portals, Cleartrip’s
app has enabled many
travelers to search and book
hotels in the last minute within
miles from their area
suggesting they are making
more real time decisions,
apart from making the travel
booking process itself a
seamless experience.
BookMyShow
enables users to
search for information
on local movie listings
and events ranging
from theatre to sports
In 240 cities with 3.5
million listings and 25
million users, Just Dial
the free search service
has become the
advertising medium of
choice for small and
medium local businesses.

20.  As the medium and consumer
habits evolve, marketers shifting to
this medium sooner will reap
immense first mover advantages.
Significant no. of advertisers are
willing to shift to digital as a medium
over time, they’re only looking for
concrete evidence that it works
better than traditional
Integration of digital with traditional
media will become key over the long
run.
Ultimately, businesses will stop
looking at digital as just a medium
and would change entire business
models to serve their customer.
Digital Marketing Overview
Personal Insight On The Same

21. THANKYOU