Marketing Avenues on Digital Platform

1.1
Marketing Strategy – Yester Years

1.2
Consumer Buying Cycle

Awareness Interest Desire Action

It is true for all purchases ; Big one or a small !!!!

1.3
Marketing Strategy Of Yesteryears
News
TV
paper

Flyers Radio

Directories

1.4
 Traditional planning around the consumer buying Cycle

Active Purchase Relationship

Awareness involvement (conversion)
Consumption
building Advocacy
consideration

Television Directories

Press POS

advertorials coupons

After sales program

Loyalty Program

1.5
Traditional marketing
• Only Outbound Marketing
– One way communication
– Customers are sought out
– No value addition
– Repetitive and boring
– Not interactive
Result :
86% people skip Television Ads
44% of direct mail never opened
1.6
Need of the hour-Inbound marketing
– Two way communication
– Interactive.
– Customer seeks you out
– Added Value – education entertainment
( Edutainment)
Making sure of our presence in the Busiest
Hub Around !!!

1.7
Opportunity
• Growth rate of digital media – 30%
• Growth rate of traditional industries – 5-10%
• Internet penetration in India – 15-16%
• In absolute number this coverage is 10 times the
population of Australia
• Internet penetration is expected to be around 500 million
by mid 2017
• Mobile internet users in India – 213 million
• Mobile internet users in Rural India – 53 million
• Facebook users in India – more than 82 million
1.8
 What is Digital Marketing ?
• According to the Digital Marketing Institute;
• Digital Marketing is the use of digital channels to promote
or market products and services to consumers and businesses.
• Digital marketing is an umbrella term for-
Targeted,
Measurable,
Interactive- Marketing of products and services using
digital technologies to reach consumers.

Videos of explanation\What Is Digital Marketing and Why It Matte

rs The SAS Point of View.flv 1.9
10
Traditional Vs Digital Marketing
Traditional Marketing
Broadcast: Push outbound forms of
Communication
Message Driven :by brand, features, benefits etc
Didactic :tells explain , elaborate , instruct
Constrained :marketing content should fit in with
program schedules, print schedules, geographic
boundaries etc
Calendar and budget bound:fixed start – end
points
Power retained by Media owner
Power and influence with traditional media is
retained by the media owner and advertiser
Digital Marketing
Interactive :Push and Pull approach-
interactive engagement , focused approach
to customers
Consumer Driven:DM is in terms of
consumers interest and preference
Listening: Two way communication- listen
engages and shares
Unconstrained :from schedules and
geographic limitations
Open ended:– launch , review , adjust and
relaunch
Power with consumer :In DM control and
influence is with the customer
1.11
Limitations in the traditional marketing system

1. No analysis of Ads.
2. No track of Viewers.
3. No reiteration.
4. No follow-ups
5. No account of Conversion.
6. No presence in the place where our
customers are present.

1.12
Why digital marketing?
• Half of the global tally of internet users, i.e, more than
a million internet users concentrated in 30 countries
• 40.4% internet penetration worldwide with 19.19% in
India and growing fast.
• More than 300 million Internet users in India: the
second largest user base in the world
• The average number of Internet users for every 100
people is 34 in the World.
• Out of 34%, 19% in India and growing rapidly at
14% yearly.
1.13
Why digital marketing?
• The average number of fixed broadband and
subscribers for every 100 people across the
seven aspiring countries is 7 compared to 1 in
India
• 1.9% average contribution of the Internet to GDP
across the globe
V/s 3.4 % in developed countries
• 3.2% contribution of the Internet to India’s GDP,
amounting $60 billion
Videos of explanation\What is Internet Marketing 1.14
Pattern of internet users in India

1.15
Internet User’s Growth In INDIA
Urban
Rural

1.16
Diversity of Internet Users

1.17
Mobile internet users in India

Mobile internet users in India

Figures in Millions Rural Urban
160

143
128
119

101
85
70

49 53
44 45
36 40

21 25

2012 Jun- Oct-13 Jun-14 Oct-14 Dec-14 Mar-15 Jun-15

2013

1.1.18
Frequency of User Access.

1.19
Contribution to GDP.
Digital marketing methodology
• DM relies not just on market research
• But on market reality

Market reality
Search: keyword research tool
Social: listening tools
Digital: analytical tool

1.1.21
DM methodology
• 3 i principles: Initiate. Iterate and integrate
• DM framework
• DM tools
• DM quality scale of engagement

1.1.22
DM framework
• It is framework used for describing for digital
marketing channels and provides basis for
implementation.
• Different digital marketing channels relate, support
and inform each other like,
email
Display

Pay per
click Analytics

SEO 1.1.23
Mobile
Digital Channels
• DM tools refers to the application of relevant digital
channel to achieve the marketing goals
• The primary channels are
– Search Optimisation
– Search Marketing
– Email Marketing
– Digital Display advertising
– Social Media Marketing
– Mobile Marketing
– Analytics
– We will discuss in detail later about each of these tools

1.24
Quality scale of engagement

Te Audience advocacy

ll
Act Audience
conversion

Engage Audience
engagement

Learn Audience
Awareness

1.1.25
Thank You

1.26