Digital Marketing

THE FUTURE IS DIGITAL MARKETING
ABSTRACT
This project will through a light on DIGITAL MARKETING , its trend in past and present and
its future in the globalised world. As marketing has become a very important tool for every
industry to reach the consumer it’s become very complex as to decide what is the right medium
for marketing. As the world has modernized dramatically in the last decade digital media has
reached every home and hence become a very important vehicle for marketing. This project will
cover digital marketing trends and its future, general problem faced and few suggestion to
overcome it along with few cases.
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TABLE OF CONTENT
TOPIC PAGE NO.
Abstract 1
Project topic approval
Introduction 3
What is Digital Marketing 5
Tools of Digital Marketing 8
Multi-channel Digital Marketing 13
Digital Marketing terms 15
New Trends 19
Case studies 25
Problems 33
Suggestions 35
Conclusion 38
Bibliography 39
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INTRODUCTION
Marketing is undergoing a period of intense change, and there are several inflection points on the
horizon which will have a transformational effect, so that by the middle of the next decade every
facet of marketing will have been changed radically by the digital revolution.
To date, the emergence of digital technology has caused great debate, and in some sectors has led
to revolutionary change. While ‘small advertising’ such as classifiers and personals has moved
online in a wholesale way, brand advertising has been affected in a more marginal way.
Most innovation has been in the form of ‘media firsts’ – finding new places to stick advertising.
Until very recently there has been little progress in targeting. The proliferation of media has in
some ways made demographic targeting easier. But it has done this at precisely the same time
that demographics have been declining in relevance as a predictor of consumer behaviour.
There are, however, huge changes on the horizon.
Developments in technology will be the catalyst for fundamental change in the ways consumers
use media, and consequently on how they consume marketing messages.
The broad themes of the new media consumption landscape will be:
• Media consumption will become less collective and more individual

• Sophisticated, multiple pathways to individual consumers will develop
• All media relationships will become interactive to a greater or lesser extend.
• Consumers will increasingly determine their own use of media in a much more complete
fashion, including deciding when they will accept marketing messages and when they
won’t.
• Metrics which measure ‘viewing’ rather than ‘engagement’ will disappear
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Marketing plays a vital business function in connecting consumers with things they want to buy.
For marketing to service the new needs of business, and for it to profit from rather than suffer
from the changing world of media, it will have to adapt in a radical way.
The new age of marketing we are about to enter will be about:
• Relevance will be key to ensuring that yours is among the few marketing messages with
which your target consumer will truly engage.
• Interaction will offer individual consumers unique experiences, feeding back

information to the brand.
• Relationships will be the vital pathways by which marketers reach consumers, including
relationships with media, with brands and with fellow consumers.
The importance of these three factors will compel marketers to exploit more fully than at present
the inherent advantages of digital media, including:
• the addressability of individual consumers rather than a broadcast model.
• interactivity rather one way communication.
• learning about individuals and their behavior and using this information to
determine what information and entertainment to service them with in the future.
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What is digital marketing?
Digital Marketing is the promoting of brands using all forms of digital advertising. This now
includes Television, Radio, Internet, mobile and any other form of digital media.
Digital Marketing is the practice of promoting products and services using digital distribution
channels to reach consumers in a timely, relevant, personal and cost-effective manner.
Whilst digital marketing does include many of the techniques and practices contained within the
category of Internet Marketing, it extends beyond this by including other channels with which to
reach people that do not require the use of The Internet. As a result of this non-reliance on the
Internet, the field of digital marketing includes a whole host of elements such as mobile
phones, sms /mms, display / banner ads and digital outdoor.
Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain
that can and does cover most, if not all, of the more traditional marketing areas such as Direct
Marketing by providing the same method of communicating with an audience but in a digital
fashion. Digital is now being broadened to support the "servicing" and "engagement" of
customers.
Digital Marketing – Pull vs. Push

Digital marketing involves some of the techniques of direct marketing and internet marketing. In
digital marketing traditional methods of promotions are executed digitally. It involves marketing
in two forms, pull and push.
Pull digital marketing requires the user to pull or extract the content directly. The customer has
to approach the promotional matter and see the matter by himself. Examples are websites,
forums and web logs. All these require clicking on a URL in order to view the content. The
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content that is being displayed doesn't have to follow any guidelines. Effort is required to only
display the content on the website or forum and there is no additional cost of sending the
information to the customer, but the customer has to make the extra effort of reaching out to the
content .
The customer doesn't have to opt-in for such kind of promotion and one message is being viewed
by all and it cannot be personalized. The customers who see the content cannot be traced,
although the click through rate can be considered which give details about the number of clicks
the message received. This is be done by enabling the click though tracking during the campaign,
which records the information.
Pros:
 No restrictions in terms of type of content or size as the user determines what they want.
 No technology required to send the content, only to store/display it.
 No regulations or opt-in process required.
Cons:
 Considerable marketing effort required for users to find the message/content.
 Limited tracking capabilities – only total downloads, page views, etc.
 No personalization – content is received and viewed the same across all audiences
Push digital marketing technologies requires the effort of both the marketer and the customer.
The marketer has to push or send the content to the customer and the customer has to make the
effort of receiving it. This is a very effective kind of marketing and the investments surely earn a
big return as it creates brand recognition. SMS, MMS, emails, RSS podcasting are examples of
push digital marketing.
Since the content is sent to individuals, it can be personalized according to the intended recipient.
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Whether the message has been opened and viewed by the customer or deleted it can be tracked
and reported. Information related to the customer such as name, geographical location could be
traced. But when sending this king of message, certain criteria should be met as the SMS and
emails sent are monitored.
If the marketer doesn't follow the rules and regulations properly, there is a possibility of
messages getting rejected and blocked, before they reach the targeted audience and the message
is considered to be spam. Bigger consequences involve marketers getting blacklisted temporarily
or even permanently. The number would be blocked and they won't be able to send any messages
at all. Messages sent to the RSS feeders require a mechanism with an application to reach, when
sent by an email marketing system.
Pros:
 Can be personalized—messages received can be highly targeted and specific to selected

criteria – like a special offer for females, 21 years old or over and living in California.
 Detailed tracking and reporting – marketers can see not only how many people saw their
message but also specific information about each user such as their name as well as
demographic and psychographic data.
 High Return on Investment (ROI) possible – if executed the right way, push messaging
can help drive new revenue as well as brand reinforcement.
Cons:
 Compliance issue – each push messaging technology has its own set of regulations, from
minor (RSS) to heavily controlled (email and text messaging)
 Requires mechanism to deliver content – the marketer has to use an application to send
the message, from an email marketing system to RSS feeders.
 Delivery can be blocked – if the marketer does not follow the regulations set forth by
each push message type, the content can be refused or rejected before getting to the
intended recipient.
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Both forms of digital marketing should be used in consonance to achieve positive results. A
smart marketer sends out emails along with SMS and uses multiple channels to market his
products. The type of messages being sent should also be different from one another. They
should not only be text, but animations, audios and videos.
There is a possibility of using pull and push message technologies in conjunction like the email
sent to a potential customer can have a URL or a banner ad, which on clicking downloads
information. If there is enormous group of people to be reached via email, Email service
providers can be hired who sends loads of emails to the customers on behalf of the marketer and
they take measures so that the messages are not considered as spam.
Although much of the marketing is opt-in, federal laws, such as CAN SPAM Act, have been
passed to protect the customers from unscrupulous marketers who would go to any extent to
promote their products or hackers or spammers who have a bad intent i.e. like harming the
computer or installing adware, spyware on people's computers.
Tools of digital marketing
Television
Advertising on television allows you to show and tell a wide audience your business, product, or
service. It allows you to actually demonstrate the benefits of ownership. You can show how your
product or service works and how it's packaged so prospective customers will know what to look
for at the point of sale. In advertising, it often takes multiple touch points to effectively influence
consumers' purchasing behavior.
Television advertising has been a popular medium for large retailers ever since the TV first
began to appear in living rooms. With the arrival of cable television came lowered production
costs and the opportunity to reach smaller, more targeted markets, making it a viable option for
small to medium-size businesses as well.
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To create an effective television ad, it's first necessary to have a good script that highlights a
strong offer. Ads must also be effectively produced, and it's for this reason that it's often better to
enlist the services of an advertising agency, which can help you create an entire campaign.
Some of the advantages to advertising your small business on television include the following:
• TV reaches a much larger audience than local newspapers and radio stations, and it does
so during a short period of time.
• It reaches viewers when they're the most attentive.
• It allows you to convey your message with sight, sound, and motion, which can give your
business, product, or service instant credibility.
• It gives you an opportunity to be creative and attach a personality to your business, which
can be particularly effective for small businesses that rely on repeat customers.
Radio
When it comes time to advertise your small business, radio probably isn't the first thing that
comes to mind. But that doesn't mean it isn't an effective way to reach your target audience,
particularly if you place your radio spots during peaking driving times. And radio advertising
typically costs much less than television advertising, making it an attractive choice for smaller
businesses that may be operating on a limited advertising budget.
A good radio ad will grab a listener's attention, perhaps with a catchy jingle or a talented radio
personality. Radio ads engage listeners by contructing a 30- or 60-second story, keeping the
product or service being sold at the forefront throughout, covering all the key points in an
efficient and entertaining way, and finishing with a call to action such as a phone number, which
is typically repeated at least two or three times to help the listener remember it until they can
write it down or pick up the phone.
If you choose to create a radio ad for your business and will be writing the ad yourself, make
sure to use informal language and write the way you talk. The proper pacing is also important;
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trying to cram too much into your ad will only make you seem pushy. Include the proper pauses,
just as if you were speaking to the customer directly. When you have a draft of your script
completed, read it aloud to a friend or work associate to get their opinion.
Remember that people listening to your ad are probably doing something else at the same time,
like driving in their car or doing household chores. For this reason, repeat key information like
your company name and the name of the product or service you're selling at least three times. Let
them know the call to action is coming (Have a pen or pencil handy?), and then repeat your
phone number or Web address at least three times as well.
The music and tone of the ad should also fit the station the ad will be airing on. For example, if
you'll be buying time on a rock music station, you don't want to use a country and western jingle
in your ad. It also pays to choose the proper type of station or programming -- talk radio, news,
specific music genre -- and make sure it is a good fit with your customer base.
The most effective radio ads are those that are interesting, humorous, have strong offers, and that
are repeated frequently for a set period of time during a specific time slot. For this reason, radio
stations sell these time slots in packages.
Some pros to advertising your business on the radio:
• Radio ad are cheap to produce, especially when you compare them to other forms of
advertising like television.
• They create a lasting impression, in part because you're paying to run them repeatedly
over a specific time period.
• Radio spots give you an opportunity to tell a story about your business in a fun,
entertaining way.
However, like all forms of advertising, there can be some disadvantages to radio advertising as
well:
• Whereas in print advertising a reader can cut out your ad and save it for later use, a radio
ad is very ephemeral, playing over the radio for a minute or less.
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• Morning and evening commutes are key times when many businesses want their ads to
run, and there are only so many spots to go around. This can drive up the cost for those
choice time slots.
• It can be difficult to reach some target audiences who do not traditionally listen to much
radio.
Internet
Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, Search

Engine Marketing (SEM) or e-Marketing, is the marketing of products or services over
the Internet.
The Internet has brought media to a global audience. The interactive nature of Internet marketing
in terms of providing instant response and eliciting responses, is a unique quality of the medium.
Internet marketing is sometimes considered to have a broader scope because it not only refers to
the Internet, e-mail, and wireless media, but it includes management of digital customer data and
electronic customer relationship management (ECRM) systems.
Internet marketing ties together creative and technical aspects of the Internet, including: design,
development, advertising, and sales.
Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach
of the target audience. Companies can reach a wide audience for a small fraction of traditional
advertising budgets. The nature of the medium allows consumers to research and purchase
products and services at their own convenience. Therefore, businesses have the advantage of
appealing to consumers in a medium that can bring results quickly. The strategy and overall
effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP)
analysis.
Internet marketers also have the advantage of measuring statistics easily and inexpensively.
Nearly all aspects of an Internet marketing campaign can be traced, measured, and tested. The
advertisers can use a variety of methods: pay per impression, pay per click, pay per play, or pay
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per action. Therefore, marketers can determine which messages or offerings are more appealing
to the audience. The results of campaigns can be measured and tracked immediately because
online marketing initiatives usually require users to click on an advertisement, visit a website,
and perform a targeted action. Such measurement cannot be achieved through billboard
advertising, where an individual will at best be interested, then decide to obtain more information
at a later time..
Because exposure, response, and overall efficiency of Internet media are easier to track than
traditional off-line media—through the use of web analytics for instance—Internet marketing
can offer a greater sense of accountability for advertisers. Marketers and their clients are
becoming aware of the need to measure the collaborative effects of marketing (i.e., how the
Internet affects in-store sales) rather than siloing each advertising medium. The effects
of multichannel marketing can be difficult to determine, but are an important part of ascertaining
the value of media campaigns.
Mobile
Mobile Marketing is a set of practices that enables organizations to communicate and engage
with their audience in an interactive and relevant manner through any mobile device or network.
Mobile marketing is commonly known as wireless marketing. However wireless is not

necessarily mobile. For instance, a consumer’s communications with a Web site from a desktop
computer at home, with signals carried over a wireless local area network (WLAN) or over a
satellite network, would qualify as wireless but not mobile communications.
Mobile marketing is done by:
• SMS
• MMS
• In-Game marketing
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• Mobile web marketing
• Bluetooth
• Infrared
• Location-based services
Digital Marketing and Multi-Channel Communications

While digital marketing is effective using one message type, it is much more successful when a
marketer combines multiple channels in the message campaigns. For example, if a company is
trying to promote a new product release, they could send out an email message or text campaign
individually. This, if properly executed, could yield positive results. However, this same
campaign could be exponentially improved if multiple message types are implemented.
An email could be sent to a list of potential customers with a special offer for those that also
include their cell phone number. A couple of days later, a follow up campaign would be sent via
text message (SMS) with the special offer.
Push and pull message technologies can also be used in conjunction with each other. For
example, an email campaign can include a banner ad or link to a content download. This enables
a marketer to have the best of both worlds in terms of their marketing method.
eMarketer reported that the majority of consumers are simultaneously consuming multiple media
options—they are reading the newspaper while watching TV or checking e-mail while listening
to the radio. Each consumer’s desired media experience is different, which means that
organizations must provide a multi-channel platform to cater to the largest consumer population
possible. Multi-channel communications can:
· Increase potential response rates and return on investment
· Provide real-time tools for tracking campaign results
· Provide new revenue-generating opportunities via value-added services
· Increase digital color print volume
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Last Christmas, in a difficult economy, Internet holiday revenues only dipped 2%, while brick-
and-mortar retailers experienced year-over-year sales declines in excess of 20%.Consumers are
experiencing higher comfort levels with Internet purchases—which means that organizations
must adjust how they reach out to this changing consumer base. Multi-channel marketing is
rapidly translating into profitability for marketers. Recent studies show that consumers who use
at least three channels when shopping spend up to ten times more than single-channel
consumers, generating 25%-50% more profit. Info Trends recent multi-client study
entitled Multi-Channel Communications: Measurement & Benchmarking found that multi-
channel marketers use an average of five delivery channels for their cumulative marketing
efforts.
Multi-channel communications incorporate customized and personalized content in documents

delivered via two or more media channels, including print, e-mail, Web (personalized URLs),
text messaging, and mobile communications. Multi-channel communications may also be
referred to as cross-media publishing, cross media-communications, multi-touchpoint
campaigns, and integrated marketing campaigns. Through the use of the Web and e-mail as well
as mobile technology, multi-channel communications offer quicker and easier ways to track
marketing campaigns that print alone cannot provide—giving marketing professionals the ability
to truly monitor and measure the success of their marketing dollars spent. This can be done in
real-time through Web-based marketing campaign dashboards. In today’s economy, results are
the primary focus for marketing executives. InfoTrends’ Multi-Channel Communications:
Measurement & Benchmarking study confirmed that campaigns blending e-mail, customized
landing pages, and print yield a 35% improvement over print only.
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Digital Marketing Terms

Banner Ad
An advertisement that appears on a Web page, most commonly at the top (header) or bottom
(footer) of the page. Designed to have the user click on it for more information (see Microsite)
Blacklisted
A blacklisted notice means that the message may not have been delivered due to be flagged on
one of the major lists that keep tabs of known spammers. Different ISPs use different blacklists
to block mailings from being delivered to their clients. It can be a temporary ban or a permanent
one, depending upon the list.
Blocked
A blocked notice means that the message did not get through due to being considered spam by
the subscriber’s ISP. This may be due to being on a blacklist or because the message contains a
domain that is already being blocked.
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Blog
Shortened from “web log” a blog is a user-generated Web site where entries are made in journal
style and displayed in a reverse chronological order.
Campaign
A campaign is a specific message being sent to a specific group of recipients.
CAN-SPAM Act of 2003
The CAN SPAM ACT is a series of federal laws that must be followed by all email marketers.
Those found in violation of the laws can be subjected to major penalties. For more information,
go to http://www.spamlaws.com/federal/index.shtml
Click Through
The number of times people clicked on the links in your message. This is often referred to as
CTR (Click Through Rate). Note: you must have enabled click through tracking in the campaign
in order for this to be recorded.
Digital Brand Engagement
Brand and consumer interaction through the Internet. This includes all aspects of dialogue
through the social web and on the brand's own website.
DMA Market
DMA stands for Designated Market Area, which is often associated with the entertainment
industry. DMAs are usually counties (or sometimes split counties) that contain a large population
that can be targeted, such as New York City, Los Angeles or Chicago.
Email Service Provider (ESP)
Outside companies like mobileStorm that send bulk emails on behalf of their clients to prevent
their messages as being labeled as spam or blocked entirely.
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False Positives
Legitimate messages being labeled as “spam” Can cost companies potentially millions in
potential lost revenue if not dealt with correctly.
GPRL
The Global Permanent Removal List consists of records that are automatically removed from a
particular database. Almost all email service providers (ESP) or multi-channel messaging
companies maintain these lists for their clients.
Instant Messaging
Instant messaging (often shortened to IM) is a type of communications service that enables you
to create a kind of private chat room with another individual in order to communicate in real time
over the Internet.
Keywords
Used in conjunction with SMS messages. A user types a short code and matching keyword in
order to be added to a mobile club or database.
Microsite
A mini Web site design to promote a specific portion or brand from a larger corporate site. Used
often with contests or as a landing page for a specific promotion.
Open Rate
This is a ratio determined by the number of people who opened your email against the total
number of people to whom you sent the message. Typically, this number will be low for large
campaigns and higher for more targeted campaigns.
Opt-In List
Email marketers have databases of subscribers to their newsletters, featuring these subscribers'
email addresses and names. Such a list is known as an opt-in list (and is thus CAN-SPAM
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compliant; see above for info on the CAN-SPAM act) because users choose to receive the
emails. This is in contrast to spam email, which is unsolicited.
Personalization
Personalization gives you the ability to create a customized message for each person in your
database. Can be addressed by first/last name, city, state, zip, etc.
RSS
RSS or Real Simple Syndication is technology designed to allow users to subscribe to a specific
content feed and be automatically alerted when new updates are available.
RSS Reader
Application used to subscribe and monitor selected RSS content feeds.
Short Code
A short code is a 5 digit number that is used to send and respond to text messages. They can
either be a random set of numbers or a “vanity” number tied to a specific brand or number
pattern.
SMS
SMS (Short Message Service) is a one-way text message sent via a cell phone. It is usually
received via the subscribers' text message inbox on their cell phone and can be a maximum of
160 characters per message.
Social Bookmarking
Social Bookmarking is a popular way to store, classify, share and search links that are combined
into a single site for easy access.
Spam
An email message that is unwanted by the recipient. Legitimate emails can sometimes be
incorrectly identified as spam and is a growing problem.
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Streaming Technologies
Communication channel such as video and audio that is accessed online. Can be a pre-stored clip
to access as well as a live feed that is streamed like an online broadcast.
Subscriber
A person who signs up to receive messages from a particular company or entity.
Targeting
Targeting allows you to send a message to people based on specific criteria from your subscriber
database.
Voice Broadcast
Sending a pre-recorded voice messages to a large set of phone numbers at the time same. Can
either be a voice call (meaning the recipient must answer the call for the message to play) or
voice mail (meaning the message will play only if the recipient doesn’t answer )
Widget
A small graphical device that does a highly focused, often single, specific task. Web widgets can
be embedded in web pages or run on the desktop of a PC (Windows or Mac) using software such
as Apple's Dashboard software or Yahoo! Widgets Engine.
Trends in digital marketing
This year has seen a flurry of activity in digital marketing. Brands and digital agencies alike are
fast reacting and gearing up for yet another year of rapid changes that will incorporate both the
transformational and the incremental.
All eyes seem to be on social marketing and, while it will certainly be at the core of many
campaigns, it will not be the only thing commanding a shift in how we communicate.
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This year will see the hype calming around Facebook applications, Twitter campaigns and ROL
models for social media. Digital experts at Last exit have put together the following list of top
digital marketing trends for 2010.
FACEBOOK REPLACES EMAIL
Google has it; hoover has it; TiVo had it, lost it, got it back. Xerox had it. What is it? It's when a
brand name becomes the verb associated with its use: rather than searching online, you Google;
or Tivo it, when recording a television show.
Arguably, a more powerful phenomenon occurs when a brand becomes a noun, like polaroid.
The newest is Facebook, as in 'I Face-booked
you' – I added you as a friend, or sent a Facebook message. No-one has owned such
communication before. No brand ever became synonymous with email.
The disruption of Facebook is its displacement of personal email; it's completely permission
based, with no spam and no address book – all your friends are there. Where does this leave
marketers? While brands are not included in the conversation, they can be part of, or hosts of, the
party.
Opportunities in social media marketing seem boundless; the best do not seek to disrupt
conversations but to integrate – to add something useful and compelling.
OPEN SOURCE SOFTWARE MAKES MONEY IN THE CLOUD
Something is happening in the open source software world. Projects that were once the purview
of programmers are now available to the masses, such as Beanstalk, a hosted, version-controlled
code repository that uses the subversion open source project. While it's a big deal to set up and
maintain a subversion repository (you need a server), Beanstalk created a low-cost, subscription-
based service that removes the hassle. Such services can only exist with cloud computing, so
Beanstalk doesn't have huge upfront capital outlays but pays only for what customers use. With
the right skills, any open source project can be commercialised.
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It becomes possible for big ideas, with cutting-edge online experiences, to be developed. Ideas
can be 'beta' tested with limited investment without costly fat-piped environments. Even
developers can test on modules that won't disrupt core application work.
MOBILE COMMERCE –A PROMISE YET TO DELIVER
Tantalising as 'convergence' has sounded for the past decade, mobile commerce hasn't delivered.
The game changer is the iPhone/iTunes platform. In-app purchases tempt users to buy upgrades
and updates, while iTunes holds their credit card information. All is handled seamlessly enough
to promote impulse purchases. It would seem an easy task to extend to other platforms with
PayPal or Google Checkout.
Mobile commerce has the power to drive 'paid' models. Brands can test subscription models,
including micro payment systems, which have potential for news/magazine media. If the
experience is good enough, people will pay for what's on offer.
FEWER REGISTRATIONS –ONE SIGN-IN FITS ALL
I use a Mac application that securely holds my login details for some 50 sites. However, I now
resent having to register for anything. If I want to leave a pithy comment on a blog, why must I
register again? That's why Facebook Connect and OpenID are being adopted at great speed.
Perhaps next year, I'll be able to buy something using my Facebook login.
Brands must alter policies dictating what they require from people regarding information and
measurement. By embracing OpenID / Facebook Connect-type registration, brands will see a lift
in traffic and conversion.
DISRUPTION VERSUS CONTINUITY –ALTERNATIVES TO THE 'BIG IDEA'
As social networks grow, businesses are investing in community building as a market driver.
According to Deloitte's recent Tribalization of Business study, 94% of businesses will continue
or increase their investment in social media and, for the majority, their marketing function will
drive this investment. As shown by the release of 'free floating' social tools like Google Wave
and Sidewiki, there is also a shift towards social activity integrated into networks, rather than
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concentrated within discrete platforms. While advertising seeks to distinguish itself by disruptive
'big ideas', the emphasis is shifting toward persuasion – fitting organically into the consumer's
social sphere.
THE EVOLUTION OF WEB-DRIVEN, OPEN SOURCE DIY CULTURE
Much has been said about the potential of collective intelligence (crowdsourcing) to reconfigure
industries by harnessing a network of independent suppliers. On the other hand, the power of
networked resources has emboldened individuals to tackle complex undertakings themselves.
From drawing on the collective intelligence of blogs and university open courseware, to services
such as Ponoko, Spoonflower and CafePress, that facilitate small-scale production, and offline
resource pooling (such as pop-up retail and collective office spaces), people are discovering that
it has never been easier to do it themselves. Maybe this is a chance for brands to view the growth
of online boutiques as a distribution shift opportunity. Big brands might consider extending their
retailer networks by offering online tools for ordering wholesale, or APIs for retailers to white-
label and sell directly.
INFO-ART
Where once we had pop-psychologists, we now have pop-statisticians and pop-economists. The
growing flood of data, and access to rich data sources, has made data analysis a defining skill. By
the same token, the skill of elegantly visualising data has become a defining art, with
infographics becoming increasingly pervasive as we seek to sift mountains of data.
A common example is the phone bill – a frustration for those who want to pay it, rather than
comprehend it. Infographics might be a way to look at usage behaviour matched to services via
visual mechanisms. This strategy might one day extend to all touchpoints in daily behaviour –
banking, trading, utilities, grocery shopping and even taxes.
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CROWDSOURCING
Crowdsourcing will become a growing part of 'elance' (online freelance) outsourcing strategies.
Organisations will mobilize 'passionista' (consumer brand advocate) groups to carry messages
but, more importantly, to take part in collaborative activities. From political canvassing and
software development to citizen journalism, expect growth in crowdsourcing models led by
social media strategies. Brands must be part of this movement. Consider the car; while major
automotive companies have teams of designers and engineers, there are potentially many people
with better ideas outside the network.
MORE FLASH ON MOBILE DEVICES
Outside brand, micro and media sites, Flash has faced an uncertain future as a tool for serious
website development. But Adobe's rich media tool has enjoyed the staunch support of the
development community. New tricks, authoring tools, and server-side scripting workarounds
mean Flash-built websites now serve up deep, searchable sites that allow detailed analytics and
SEO.
The adoption of Flash on mobile devices will dramatically increase the desire for brand
transporting, conversion-orientated experiences. For those in the agency world, this could mean a
focusing of skills. Currently, to be relevant to every brief for integrated campaigns, an agency
must maintain diverse skill-sets.
As Adobe pushes Flash deeper into the market, clients will benefit from contiguous experiences
and the rapid deployment of new technologies, such as Adobe's coming iPhone development
platform.
OPT-IN TO BIG BROTHER –LOCATION BASED SERVICES
For many of us, the concept of volunteering real-time, geo-locating notes on where we are, and
how often we go there, goes against the grain. The first apps off the starting grid, such as Loopt,
didn't seem to catch on. Initially, it was because people didn't want to constantly publish their
whereabouts. Perhaps with the passing of a few years and the rampant adoption of Facebook and
other social platforms, the idea has grown on us. Now, along comes FourSquare, a lovely, simple
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application that allows you to gather points based on the frequency of visits to the establishments
on your social calendar – and the uptake is incredible.
More and more location-based games and utilities will start to launch. From shopping, to social
hook-ups, to strategy gaming and good old, straightforward boozing with your pals, the idea of
being always 'on' will increase dramatically over the next 12 months and brands will be able to
offer highly targeted and geo-relevant services.
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CASE STUDIES
Case 1. Maruti A-Star
• Situation Analysis / Background

o Maruti Suzuki launched their latest entry into the small-car segment, the A-Star.
o The A-Star is positioned as being ideal for ambitious, daring and dynamic
youngsters (25-35 yrs old) who want a trendsetting, potent, futuristic car which
provides the thrill of adventure and the feeling of being successful & invincible.
o The launch of the car was to be preceded by an active online campaign which
would create buzz and arouse interest in the product.
• Measurable Objectives
o The objective of the pre-launch phase was to act like a teaser campaign to create
buzz within the core TG and to attract them for repeated visits up till the actual
launch.
o The objective of the post-launch phase was to create an online brand identity for the
A-Star, attract the TG, provide information, and other value added elements.
• Strategic Insights
o During the pre-launch phase, the primary aim was to connect with the identified TG
of the A-Star. The TG being a predominantly male group ranging from 25 – 35
years of age (ie. Active internet user with definite online identity), viral marketing
was a sound option. Also, having an anchor point on the website in the form of a
contest was another idea.
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• Execution
o Pre-Launch:
• The pre-launch site holstered 2 animated virals which caught the pulse of
web browsers with its humour & style. The virals took digs at classic
Bollywood through the times starting from Sholay to current hits. One of
the virals even had star kids in focus each resembling their respective
celeb-father. The virals were both infused with witty themes, funny lines
and funnier visuals.
• The site had a grungy design & a fun stress buster game
• To augment the stickiness factor, the ‘Stop@Nothing’ contest was declared
open which urged users to submit entries that stated how they ‘Stop @
Nothing’; an attitude shared with the much awaited Star! The winners
were presented with sporty Tissot watches & the pre launch phase came to
an end.
o Post-Launch:
• The launch coincided with the website transforming to once the timer ticked
down to zero. The website still retained the grungy look and feel with a
catchy track playing in the background.
• The site holds all the necessary info about the A-Star, the technological
prowess that went into its making and a remarkable inside-out showcase
of the car.
• Other useful tools like the dealer locator and an option to book a test drive
have been incorporated in the website. Also, a fun zone aptly named the
‘Stop @ Nothing Zone’ was created which included interesting games, a
photo gallery and the post launch contest which waved the grand prize of
meeting with the latest sensation in the Indian movie industry, Mr. Farhan
Akthar.
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• Other Media Used

o Along with the viral marketing campaign, active promotions were done on
Facebook.
o Banners were splashed over major portals to coincide with the launch of the
website.
• Campaign URL
o www.marutisuzukiastar.com
• Campaign Dates
o Nov 08 – Jan 09
• Results
o 4.7 lakh visitors

o 23 lakh page views
o avg time spent – 5.38 mins
• Client Testimonial
“It’s been great working with BC Web Wise, it was the first time that agency was given any
assignment from Maruti, and you have delivered as per our expectations. The website
beautifully captures brand essence & brand tonality. It has also created many benchmarks
with in Maruti, it has attracted highest traffic amongst recent launches from Maruti stable, it
has also created a record of maximum time spent on any Maruti website. The whole credit
goes to the team & we congratulate all involved in the project.
Having said that, we should sustain this momentum and should also devise our plans & strategies
to raise the bar even further & break our own records. Looking forward to see some more
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innovative & one of its kind concepts for A-star, in context of internet promotions. All the
best!”
Case 2. HUL FOODS: COOKITUP
Background
• HUL Foods wished to utilize the online medium to target women housewives and working
mothers between the ages of 27 and 45.
• They wanted the website to address certain fundamental culinary requirements of the TG while
subtly featuring the products in the foods division.
• The goal was thus to establish a website that primarily provided this TG an extensive databank
of recipes along with varied cooking solutions.
Strategic Insights
• We are talking to a woman who is either struggling to find or has found a balance between her
career and family. She doesn’t need to be told how to run her home and job – all she needs
are simple ways to make them that much more fun.
• As mothers women are on a mission to ensure their kids eat healthy. As wives they want their
husbands to enjoy their meal times at home. And they themselves want to eat well and be
healthy for their families.
• It was therefore clearly important to define what this site is and is not. It is not just a recipe site
– because women typically won’t visit just one site for recipes. They search various sites,
read various recipes for the same dish and choose the one that suits them best in terms of ease
of preparation and ingredients available in their kitchen.
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• This site is a platform for women to receive comprehensive cooking solutions that help them
elevate everyday cooking from being a mere chore.
Execution
• With a databank of over a 1000 recipes in a variety of recipe categories, this site effectively
provides women all they need to prepare restaurant-like food at home.
• In addition to the comprehensive recipe databank users are also presented with videos of
innovative recipes that use HUL food products.
• This site offers more than just recipes; it provides cooking solutions! The What’s In Your
Fridge tool for instance helps users determine what dishes they can prepare with the food
items in their fridge.
• We go a step further from providing our users with recipes. We help plan their weekly menus
with this valuable tool.
• From recipes, to cooking tools to cooking tips… the site ensures that all cooking related queries
that users might have are well addressed.
• On Cookitup we aim to create a platform where users can connect with one another over their
food related wishes, woes and more. We thus offer users their own corner on the site where
they can share their own recipes and interact with other users.
• The site allows users to bookmark their favourite recipes that are stored in their personal
binders.
• To keep things exciting for our users the site conducts contests periodically offering exciting
gratification.
29
Campaign Dates
September 2008 – February 2009
Campaign URL
www.cookitup.in
Results
• Total Hits – 11,000
• Total Page Views – 1,20,000
• Average Time Spent – 7 minutes
Client Testimonial
It was an absolute pleasure working with BC Web Wise. We are a well established company that
deals with various products. We wanted to try something new and since online media is a new
medium to reach out to people we went along with it. Our intention was to target housewives and
working moms with this website. Since BCWebWise knows the market, they have managed to
keep it very user friendly and clear. Just a simple example of how user friendly the site is – here
women can simply put in an ingredient in the search box and a range of recipes will come up.
The designs too are fresh and youthful.
Digital Marketing Strategy Development Problems
30
Marketing looks very different now than it did as few as five years ago. And yet most still
approach developing strategies from the viewpoints they always knew. They develop for push,
when in reality pull strategies are more effective and even scalable.
Approaches designed to take advantage of a connected society have allowed some brands and
personalities to achieve strong growth. However there exists a deeper problem: literally every
marketing and communications company/consultant claims to be able to produce digital
marketing results. And very few actually succeed. Why?
• Companies fail because they aren’t patient enough to put in the effort to see results – let
alone increasing returns.
• Strategists/consultants fail because they misunderstand their audience, continue to vest

efforts in the wrong areas and get things wrong from a lack of experience.
• Pull activates others organically, which of course cedes control. People on all sides
continue to fear and misunderstand this.
• Insane approval processes created by corporations unable to adapt to changing times live
on. Companies are in many cases their own largest barrier to success.
• Ideas that don’t pass the “so what” test continue to be pushed forward by both executives
and consultants who think in patterns no longer applicable.
OK – those are pretty general. What are some of the specific problems I see most?
• Lack of understanding what image they are trying to project
• No path to acquire and grow an audience
• No cohesion of content
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• Placating executives by executing their bad ideas
• Having to dumb things things down for the team
• Living and dying by data
• Trying to reach the wrong group
• Misunderstanding the importance of content
• No plan to actually reach anyone in the first place
• No difference from others
• No forming of relationships/alliances
• Lack of influencers on your team
Suggestions to deal with the problems
1.Lack of understanding what image they are trying to project
You need to understand this from the start and have a style behind the image, along with
substance to back it up. It also needs to be agreed with key audiences. Most are not
32
consciously sculpting how they are perceived or creating any reason they should get
noticed in the first place.
2. No path to acquire and grow an audience
It’s not enough to figure out ways to gain attention from random people for fleeting
moments. You need to find a way to market to target groups consistently over time. And
the tactics used should be compelling enough not just to attract an audience, but inspire
the audience to grow itself.
3. No cohesion of content
Lack of consistent voice/personality behind content will never allow you to build
cohesion and have your ideas/perspective reach critical mass. You need this in order to
condition others to share your ideas.
4. Placating executives by executing their bad ideas
If this is happening to you – stop, now. No one wins when you’re creating things merely
because someone up top is forcing down a one off idea here-and-there they feel might
work (especially if they have limited experience with digital marketing). If it doesn’t
play into the strategy, it doesn’t matter who it comes from. If you see this happening put
a stop to it. No one wins when resources are drawn away from a winning path to placate
bad ideas of the king. If the emperor has no clothes, say it – if you’re that valued you’ll
be respected for it.
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5. Having to dumb things things down for the team
If you have to consistently do this, you need a new team. There are far too many others
fluent enough in modern marketing strategies, it’s unnecessary to waste time doing this.
If you have to dial down ideas for internal comprehension, it means your competition is
already running circles around you.
6. Living and dying by data
I’ve had more than enough ideas be successful without data behind them to know that
you don’t always need it. In fact, if you develop an area where your team is free to
experiment, you may find the results there to be even more effective than if your
decisions are driven purely by data and not creativity. Let data guide your decisions and
create a framework but never let it get in the way of a great idea by someone, especially
if that person is tapped into the niche/market base.
7. Trying to reach the wrong group
You want to reach a certain group – great. But in some cases (mostly B2B, but some
B2C) the group you want to influence is too shielded to reach in any kind of efficient
way. There is another path. Find a different audience that is more accessible and a proxy
to your target. Going through them may be more effective and forge greater trust than
trying to reach the end target directly.
8. Misunderstanding the importance of content
It kills me to see companies removing perfectly good/resourceful content from their web
properties that has attracted links, buzz and attention in the past. Yet it happens daily. So
many businesses don’t understand the importance of organically growing out digital
archives of content over time – it benefits both search and social. Additionally, looking
34
at the content produced by most, the first thing I notice is a lack of fresh thinking. This
shows the value of content is underestimated or misunderstood.
9. No plan to actually reach anyone in the first place
If you built it, they will come is a flawed approach to marketing. And yet I still see
examples of this frequently. If you don’t have a consistent plan to reach people and
tactics to execute on this daily how do you expect to be found?
10. No difference from others
The importance of accentuating your differentiation point can’t be overstated. Uncover

something to stand out and then don’t be afraid to drive that point home consistently.
Building a brand is tough, but you make it impossible if you can’t be different enough to
get tagged to something that is all your own.
11. No forming of relationships/alliances
Digital alliances are an underused element in marketing. So many opportunities to work

and grow together remain untapped. Bring alliances/relationships into your strategy –
especially if you’re small and agile – and you can encourage mutual growth.
12. Lack of influencers on your team
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There is an inequality of influence on the web held by a minority. To ignore this divide
in digital influence is like sticking your head in the sand. You need influencers on your
team, they have their finger on the pulse of web culture/trends and will be able to position
you as appealing to others.
CONCLUSION
As gathering information regarding the project I realized that the importance of digital media has
become key factor in marketing field. If you are on air then you are everywhere which indeed is
what every producer wants. The reach that digital media has nowadays has given digital
marketing a great platform and will surely take it to sky. But a optimum and focused use of
digital media is very necessary for marketing otherwise the consumer which is to be reached
may get away which can be seen nowadays by again and again annoying calls of bank’s
representatives .So it is very important to focus the marketing strategy accordingly.
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With technology revolution and globalization the future will see that digital word getting
attached to marketing forever and this tool will be most followed as every home and every
individual will be linked to the digital media in one way or another.
BIBLIOGRAPHY
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Marketing Insight from A to Z – Philip Kotler
“Digital Marketing” the book – DaveChaffey
www.thefuturebuzz.com
www.cookitup.com
www.marutisuzukiastar.com
38

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THE FUTURE IS DIGITAL MARKETING

TOPIC PAGE NO.

Project topic approval

What is Digital Marketing 5

Tools of Digital Marketing 8

Multi-channel Digital Marketing 13

Digital Marketing terms 15

There are, however, huge changes on the horizon.

• Media consumption will become less collective and more individual

The new age of marketing we are about to enter will be about:

• Interaction will offer individual consumers unique experiences, feeding back

• the addressability of individual consumers rather than a broadcast model.

• interactivity rather one way communication.

What is digital marketing?

Digital Marketing – Pull vs. Push

 No technology required to send the content, only to store/display it.

 No regulations or opt-in process required.

 Considerable marketing effort required for users to find the message/content.

 Limited tracking capabilities – only total downloads, page views, etc.

 Can be personalized—messages received can be highly targeted and specific to selected

Tools of digital marketing

• It reaches viewers when they're the most attentive.

Some pros to advertising your business on the radio:

Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, Search

Mobile marketing is commonly known as wireless marketing. However wireless is not

Mobile marketing is done by:

• Mobile web marketing

Digital Marketing and Multi-Channel Communications

· Increase potential response rates and return on investment

· Provide real-time tools for tracking campaign results

· Provide new revenue-generating opportunities via value-added services

· Increase digital color print volume

Multi-channel communications incorporate customized and personalized content in documents

Digital Marketing Terms

A campaign is a specific message being sent to a specific group of recipients.

CAN-SPAM Act of 2003

Digital Brand Engagement

Email Service Provider (ESP)

Application used to subscribe and monitor selected RSS content feeds.

A person who signs up to receive messages from a particular company or entity.

Trends in digital marketing

FACEBOOK REPLACES EMAIL

OPEN SOURCE SOFTWARE MAKES MONEY IN THE CLOUD

MOBILE COMMERCE –A PROMISE YET TO DELIVER

FEWER REGISTRATIONS –ONE SIGN-IN FITS ALL

DISRUPTION VERSUS CONTINUITY –ALTERNATIVES TO THE 'BIG IDEA'

THE EVOLUTION OF WEB-DRIVEN, OPEN SOURCE DIY CULTURE

MORE FLASH ON MOBILE DEVICES

OPT-IN TO BIG BROTHER –LOCATION BASED SERVICES

Case 1. Maruti A-Star

• Situation Analysis / Background

• Other Media Used

o 4.7 lakh visitors

Case 2. HUL FOODS: COOKITUP

September 2008 – February 2009

• Total Hits – 11,000

• Total Page Views – 1,20,000

• Average Time Spent – 7 minutes

Digital Marketing Strategy Development Problems

• Strategists/consultants fail because they misunderstand their audience, continue to vest

• Lack of understanding what image they are trying to project

• No path to acquire and grow an audience