Digital marketing

1. Delivering new experience.
Ex: Wearable technology
Technology advancement…..

2. Welcome to the Story of
Our Generation………
Prepared by:
A.K.P. Pubuddi Shamila
University of Ruhuna – Sri Lanka
pubuddishamila@gmail.com

5. Global E - Marketing

6. Digital marketing or E - Marketing on a global scale
E - Marketing strategies in global context
Country and Market Opportunity analysis
Culture and E – Marketing
Standardization Vs. Adaptation
Overview of Issues in Global E – Marketing
Content

7. Digital Marketing or E - Marketing
on a Global Scale

8. Research findings in Global Scale
Consumers are technology dependence.
Over three-quarters of consumers in the markets
feeling dependent on technology.
Dependent elements - utility, connectivity, positive
emotions
Sometimes it seems focus on the rational benefits of
technology but digital interactions affect us on a
biological and emotional level.

9. Research findings in Global Scale
(Cont.)
88% of consumers research online before buying
offline.
Growing importance of multichannel shopping
experience.

10. Digital Marketing or E - Marketing
E-Marketing is the application of a broad range of
information technologies.
Transforming marketing strategies to create more
customer value.

11. Digital Marketing or E - Marketing on
a Global Scale
Expectation of the modern consumer.
Connect with each individuals.
Evolving expectations.
Significant of Media planning (Your website is
ready without issues)

12. E – Marketing strategies in Global
context

13. Methods of E - Marketing
Search engine marketing
Social media Marketing
Mobile Marketing
Online PR
Online Partnerships
Interactive Advertising
Opt - in emails

14. Search engine marketing
Where SEO aims to provide better organic search
results.
SEM helps to successfully target users of search
engines via advertising (paid) links in search results
in addition to organic search to send targeted traffic to
the website.

16. Social media Marketing
Techniques that target social networks and
applications to spread brand awareness or
promote particular products.
Social media marketing is perceived as a more
targeted type of advertising and it is believed to
be very effective in creating brand awareness.

19. Mobile Marketing
Mobile consumer behavior differs from desktop or
laptop consumer behavior.
Smartphones are influencing consumer buying
behavior in various countries.
Ex: 36% Egyptian consumer with a smart phone
changed their minds about buying a product because
of real time, online search.
EX: 37% of smartphones users in Argentina make an
in - store purchase after online research with their
smartphones.

21. Online PR
Online Brochure
Community Building -Chat rooms/discussion
groups
Online Events (Generate user interest, draw to
site)
Online customer service

23. Online Partnerships
A smart collaboration of two or more
organizations with the intent to develop a mid-
term or long-term marketing program designed
to meet each of their respective business goals.
Accomplish their goals more effectively by
leveraging the complementary strengths of
another organization pursuing a like customer
base.

25. Interactive advertising
Interactive advertising refers to promotional
techniques that include an element of feedback
from those to whom the advertisements are
directed.
Interactive advertising goes beyond simple
banners and click through, using social media,
branded polls and games and many other
approaches to engage the target audience.

27. Opt - in emails
Opt-in has higher response rate and
consumers “paid to respond”.
Need to remind consumer they asked.

29. Country and Market Opportunity
analysis

30. Economics
Emerging economics (Rapidly developing
nations; BRIC Countries and CIVETS
Countries)
Nations which creates demand for products
and services

31. Country and Market Opportunity
analysis
Market similarity ( Marketers often choose
foreign markets that have characteristics similar to
their home market for initial entry)
Ex: U.S company – First target Canada, U.K and
Australia before targeting France, Japan and
Germen

32. CAGE framework
This framework helps e-marketers to evaluate
similarities and differences between markets.
It consists cultural distance, administrative
distance, geographic distance and economic
distance.

33. Cultural distance
Different languages
Lack of connective ethnic or social
networks
Different religions
Different social norms

34. Administrative distance
Absence of colonial ties
Absence of shared monitory or political
associations
Political hostility
Government policies
Institutional weakness

35. Geographic distance
Physical remoteness
Lack of common boarder
Lack of sea or river access
Size of country
Weak transpiration or communication links
Differences in climate

36. Economic distance
Differences in consumer incomes
Differences and quality of natural resources,
financial resources and human resources
Differences in infrastructure, intermediate
input and information or knowledge

37. You Know Your Audience......

38. Culture and E – Marketing

39. Culture and E – Marketing
In relation to international marketing, culture can be
defined as “the sum total of learned beliefs, values
and customs that serve to direct consumer behaviour
in particular country market”.
Cultural design elements as language, colour, image,
inferred meanings, symbols, gender and depictions
can be incorporated to enhance the connection with
customers and it is significant in digital marketing.

40. Standardization Vs. Adaptation

41. Standardization Vs. Adaptation
Finding the balance between standardization
and localization of the web content is one of
the pre - eminent dilemma that companies face
when tapping international markets.
Many times companies, either due to lack of
coherent global marketing strategy or for cost
or efficiency reasons choose to standardize
their marketing mix for international markets.

42. Standardization
Standardization seems to be a cost - driven
strategy for marketers.
Standardization can also lead to development
of single and unified brand and corporate
identity worldwide.
This can lead to better global recognition and
provide global competitive advantage over
competitors.

44. Adaptation
Localization takes into account the inherent diversity
that exists in international markets and treats individuals
as “cultural beings” whose values and behaviours are
shaped by the unique culture in which they live.
Localization strategy is geared toward understanding
local consumer preferences and other local - specific
requirements.

48. Localization of websites
Local market research
Local glossary development
SEO Localization
Cultural Correctness Assessment and copyright
Website Graphic and UI Localization
Location and Languages selector
Test your website locally
Local Social Media Optimization

49. Customize content for culturally
qualified search engine marketing

51. Web site adaptation and product types
Web site should adapt based on the product
types in different cultural contexts.
Therefore marketers have to consider the
product type before media plan and site
design.

52. B2C
B2C
B2B
New
economy
Non – durable
Degree of web site adaptation
High standardization
(Low context style)
High adaptation
(High context style)
Durable
Industrial goods

53. Cultural communication style
As the world becomes smaller and international
business and political agenda’s continue to grow in
importance, it will become increasingly valuable to
understand different cultures' communication styles.
Understanding a culture's expectations and customs
related to eye contact, direct or indirect communication
style and time orientation is crucial for establishing
beneficial relationships.

54. Sources: https://www. Communicationstyle.com

55. Creative strategy and communication
style
The creative side of marketing communication is
one of its most interesting aspects.
The creative strategy used to communicate an
marketing communication message is an integral
part of the promotional process and is often critical
to the success or failure of the campaign.

56. Entertainment/
emotional
Content appeals
Information/
rational
Written text
Layout
Visual picture
Low-context
Communication
High-context
Communication

57. Overview of Issues in Global E –
Marketing

58. Issues in Global E – Marketing
Social media management
Getting value from SEO (Search Engine Optimization)
Multi device usage
Optimizing the mobile experience
Competing with the noise
Proving ROI of marketing activities
Managing our website
Securing enough budget

59. Languages
Users from others countries speaking
languages other than English will dominate
the web.
Global e-marketers must understand that a
country’s e-readiness profile significantly
influences marketing strategy and tactics.

60. Diaspora Communities
When people leave their home country they may become
part of a diaspora community and want to maintain
relationship with their homeland and E- business can
target them.
Ex: Tortas Peru offers homemade, traditional Peruvian
cakes online
Ex: Shop.muncha.com offers products to Nepal ( who is
living overseas can send to individuals in Nepal)

63. The Digital Divide

64. The Digital Divide
E-marketers must consider the social environment in
which e-business.
The division between those who have access to
information and those who don't termed “digital divide”.
Disparities with regard to technology access can create a
digital divide between countries.
Ex: Urban and rural consumers in China

65. Building Inclusive E - Markets

66. Building Inclusive E - Markets
Explosive growth of mobile phones has
enabled e-marketers to reach base of the
pyramid consumer segments.
Mobile banking is one of the most
successful e-marketers effort.
Ex: In heavily agricultural countries,
mobile applications for farmers are making
them more productive.

67. Conclusion
The internet change how to do business that may be a bigger
factor for B2B and B2C.
Time is compressed and buyers have more power, control,
and information. Need to make site easy to navigate and use.
While internet may not takeover traditional retail, it does
significantly reduce costs.
Therefore digital marketing is significant in many ways.

68. End……
Thank you….