P3- Assess the key digital tools and hardware

that are available to marketers in contrast to

‘bricks and mortar’ and other physical channels
Transitioning from brick-and-mortar to
ecommerce
 Activities are being run in digital
format
Why Making the Transition From Brick and Mortar to Online Store Makes Sense

• Now more than ever, consumers are making more purchases online.
• Opening businesses up to a whole new world of customers
• Geographically limitless
• Limited time to consider and evaluate brands
• Open for24/7/365 — including holidays — and customer reach is
national, rather than just local or regional.
• upward trend
• Standing out from the crowd
• Power of consumer connectivity & advocacy
What to Consider Before Making the
Transition Online

• which e-commerce PLATFORM will best suite the business needs.

• Which TOOLS will be best provide
From AIDA to Five A’s
From Traditional To Digital Marketing

Traditional Media Digital Media

Sales calls Websites
Trade fairs Email
Leaflets, posters and brochures Banners and pop ups
Billboards Podcasts
Newspaper Webcasts
Magazine Videocast
Radio Facebook, twitter
Television Linkedin, You tube
Film Mobile marketing
Festivals wiki
Key traditional marketing levers vs Key
digital marketing levers
Digital marketing tools

• E-mail Marketing
• Internet Marketing
• Mobile Marketing
• Social Media Marketing
E-mail Marketing

• Newsletters and digests

• Dedicated e-mails
• Lead nurturing e-mails
• Sponsorship e-mails
• Transaction e-mails
Newsletters and digests

• Regularly published monthly or

quarterly issues
Dedicated e-mails

• Specialized e-mails sent to denote

only one specific offer.
Lead nurturing e-mails

• E-mails targeted with coherent

content at those potential consumers
who in the past have displayed some
specific interest in a product or
brand.
Sponsorship e-mails

• E-mails where one org pays for the

inclusion of its e-mail copy in the
content generated by another
organization
Transaction e-mails

• Transactional e-mails are the e-mail

messages that get triggered by a
specific action taken by an e-mail
respondent to complete an activity
such as filling form or making a
purchase.
Internet Marketing

• Display advertising
• Search engine marketing
• Search engine optimization
• Social media marketing
• Blog marketing
• Viral marketing
Display advertising

• Use of web banners or banner ads

placed on a third-party websites or
Blog
• to drive traffic to a company’s own
website and increase product
awareness.
Search engine marketing

• Form of marketing that seeks to

promote websites by increasing their
visibility in search engine result
pages(SERPs)
• Through the use of paid placement
Search engine optimization

• Process of improving the visibility of

a website or a web page in search
engine.
Social media marketing

• Process of gaining traffic or

attention through social media
websites such as Facebook, Twitter
and LinkedIn.
Blog marketing

• Refers to using blogs as tools to host

content pertaining to a product and
brand.
Viral marketing

• A marketing technique where

information is passed electronically
from one internet user to the other
through self replicating viral
processes.
Mobile Marketing

• Mobile Applications
• Mobile website marketing
• SMS Marketing
• MMS Marketing
• QR Code Marketing
• Bluetooth wireless proximity based marketing
• Mobile banner ads
Mobile Applications

• Mobile Apps are computer programs

designed to run on smart phones,
tablet computers and other mobile
devices.
Mobile website marketing

• Mobile friendly websites are being

used for marketing.
• Content on the website is
synchronized for the mobile handset
to aid usage for marketing purposes.
SMS Marketing

• Companies can send text messages

using SMS marketing for their mass
marketing efforts
QR Code Marketing

• A powerful way to drive traffic to

stores and mobile websites
• Can be read by any mobile device
with a camera and a QR reader
application allowing org to direct
customers to relevant online
content.
Bluetooth wireless proximity based marketing

• Proximity marketing is the

promotions or messages to users of
devices that have the capability to
receive them along with their
individual permissions.
Mobile banner ads

• Banner advertisements are very

popular among mobile users.
Social Media marketing

• Social networks
• Social news
• Blogs and forums
• Media sharing
Social networks

• Involves using social networks like

Facebook and twitter for marketing.
Social news

• Social news websites feature user-

posted stories that are ranked based
on popularity.
• Used to share product related
information.
Blogs and forums

• Corporate as well as individual blogs

and online forums are being used for
communicating organizational
messages & promotional schemes to
consumers.
Media sharing

• Allows users to share videos with

other publishers in the virtual
domain
• Enables to easily manage videos
across multiple accounts.
Digital tools and Hardware

• Mobile or handheld devices: mobile phones, laptops, two-way

radios.
• Fixed appliances: phones; desktop computers, TV, radio, kiosks
Thank you!