digital marketing trends and growth

1. DIGITAL MARKETING
BY-SHALVI SHARMA
K04086

2. “Digital (Internet) Marketing is the process of
building & maintaining customer
relationships, through online activities to
facilitate the exchange of ideas, products &
services that satisfy the goals of both the
parties”

19. Source : International Telecommunication Union

20. Source : International Telecommunication Union

21. Source : International Telecommunication Union

22. ““The digital world has NOT changed
the principles of marketing but rather
has magnified everything we know to be
true about building a great brand.”

24. 4 E model

25. KEY ELEMENTS OF
PRODUCT IN DIGITAL
MARKETING

26. • Faster discovery of
customer needs
• Greater customization of the
products
• Faster product testing
• Shorter product life
cycles

27. Opportunity to
enable offering
additional services
such as interactivity
or more information
about the
company’s core
product

28. On the Internet, a picture
or description will replace
the physical product
offered in the traditional
marketplace or in stores.

29. Crucial to
provide a
complete and
relevant product
information is
crucial in order
for the customers
to get a realistic
picture of the
product and to
make the product
offered more
attractive.

30. Since customers can
not touch, feel or try
the products chosen
on Internet,
companies that have
online shops should
offer warranties for
products sold

31. PRICE IN DIGITAL = “MONETIZE”

32. Monetization Models - “JUST FREE”
• “Just free” is a legitimate business
model, though not a sustainable
one
• Many startups charge nothing in
order to get a critical mass of users
and word of mouth before figuring
out how to profit e.g Twitter in
early years
• Simply free may also be a way to
drive sales in another channel

33. • The subscription model is common for all
types of digital content – software, gaming,
newspaper, magazine, telco services and
streaming content
• Many of these types of content use paywalls.
Paywalls may be presented immediately, after a
free trial, or be “metered,” appearing after a
certain number of page views or content
views/listens
• Subscription verticals like gaming, software and
media are thriving, disrupting the old model of
ownership of physical products
Monetization Models - SUBSCRIPTION

34. • Micro transactions
are what they sound,
piece-meal access to
digital content and
applications, being
either pay-to-play
(streaming content,
time-limited access
to content) or pay-to-
own (download a
track, movie, article,
image, etc.)
• iTunes is a prime
example of a micro
transaction model
Monetization Models – MICRO
TRANSACTIONS

35. Monetization Models - FREEMIUM
• With free services, users can test & become
familiar with an unknown product
• If they later become interested in the advanced
features they have the option to upgrade to a
premium / paid version
• There are variations in this model.
• Free and paid version (e.g. lite use and
power use, personal vs. business use, ad-
supported vs. ad- free, etc.
• Free with in-product transactions (e.g. virtual
goods and currency in- game)
• Free and premium with microtransactions
(buy ad-free Angry Birds, buy levels and
goods within the game)

36. NOTABLE TRENDS IN DIGITAL MARKETING