Direct, Online, Social Media, and Mobile

Marketing

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Direct, Online, Social Media, and Mobile Marketing

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 Direct and Digital Marketing

Direct and digital marketing involve engaging directly with

carefully targeted individual consumers and customer communities
to both obtain an immediate response and build lasting customer
relationships.

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 Direct and Digital Marketing
The New Direct Marketing Model

For many companies today, direct and digital

marketing constitute a complete model for
doing business.

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 Direct and Digital Marketing
Rapid Growth of Direct and Digital Marketing

Direct and digital marketing have become the fastest-growing form of

marketing.

Direct marketing continues to become more Internet-based, and digital

direct marketing is claiming a surging share of marketing spending
and sales.

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 Direct and Digital Marketing

Benefits of Direct and Digital Marketing to Buyers

 Convenience
 Ready access to many products
 Access to comparative information about companies, products, and
competitors
 Interactive and immediate

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 Direct and Digital Marketing

Benefits of Direct and Digital Marketing to Sellers

Tool to build customer relationships

Low-cost, efficient, fast alternative to reach markets
Flexible

Access to buyers not reachable through other channels

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Forms of Direct and Digital Marketing

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 Digital and Social Media Marketing
Marketing, the Internet, and the Digital Age

Multichannel marketing
involves marketing both
through stores and other
traditional offline channels
and through digital, online,
social media, and mobile
channels.

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 Digital and Social Media Marketing
Online Marketing

Online marketing is marketing via the Internet using company Web sites, online ads and promotions, e-mail, online
video, and blogs.

Marketing Web sites engage consumers to move them closer to a direct purchase or other marketing outcome.

Branded community Web sites present brand content that engages consumers and creates customer community
around a brand.

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 Digital and Social Media Marketing
Online Marketing
Online advertising is advertising that appears while consumers
are browsing online and includes display ads, search-related
ads, online classifieds, and other forms.

E-mail marketing involves sending highly targeted, highly

personalized, relationship-building marketing messages via e-
mail.

Spam is unsolicited, unwanted commercial e-mail messages.

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 Digital and Social Media Marketing
Online Marketing

Viral marketing is the digital version of word-of-mouth

marketing: videos, ads, and other marketing content that is so
infectious that customers will seek it out or pass it along to
friends.

Online video marketing involves posting digital video content on

brand Web sites or social media sites such as YouTube,
Facebook, and others.
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 Digital and Social Media Marketing
Online Marketing

Blogs are online journals where people and companies post their
thoughts and other content, usually related to narrowly defined
topics.

Social media are independent and commercial online communities

where people congregate, socialize, and exchange views and
information.

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 Social Media Marketing

Using Social Media

Advantages and Challenges
Integrated Social Media Marketing

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 Mobile Marketing

Mobile marketing delivers

messages, promotions, and
other content to on-the-go
consumers through mobile
phones, smartphones, tablets,
and other mobile devices.

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 Traditional Direct Marketing Forms

Direct-mail marketing involves an offer, announcement, reminder, or other item to a person at

a particular address.

 Personalized
 Easy-to-measure results
 Costs more than mass media
 Provides better results than mass media

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 Traditional Direct Marketing Forms

Catalog direct marketing involves printed

and Web-based catalogs.

Benefits of Web-based Challenges of Web-based

catalogs catalogs
• Lower cost than • Require marketing
printed catalogs • Difficulties in
• Unlimited amount of attracting new
merchandise customers
• Real-time
merchandising
• Interactive content
• Promotional features

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Traditional Direct Marketing Forms

Telemarketing involves using the telephone to sell directly to consumers

and business customers.

 Outbound telephone marketing sells

directly to consumers and businesses.
 Inbound telephone marketing uses toll-
free numbers to receive orders from
television and print ads, direct mail, and
catalogs.

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Traditional Direct Marketing Forms

Direct-response television

Direct-response television marketing

includes the following:
 60 to 120 second advertisements that
describe products or give customers a toll-
free number or website for ordering
 30-minute infomercials such as home
shopping channels

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Traditional Direct Marketing Forms

Kiosk Marketing

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Public Policy Issues in Direct and Digital Marketing
Irritation, Unfairness, Deception, and Fraud

• Irritation includes annoying and offending customers.

• Unfairness includes taking unfair advantage of impulsive or less-
sophisticated buyers.
• Deception includes “heat merchants” who design mailers and write copy
designed to mislead consumers.
• Fraud includes identity theft and financial scams.

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Public Policy Issues in Direct and Digital Marketing

Consumer Privacy

 The concern is that marketers may know too much about consumers and
use this information to take unfair advantage.

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Digital Advertising
What Is Digital Advertising?

 Digital advertising is the practice of delivering promotional content to users through

various online and digital channels.

 Digital advertising leverages mediums such as social media, email, search engines,
mobile apps, affiliate programs and websites to show advertisements and messages to
audiences. 
What Is Digital Advertising?

 Traditional (non-digital) advertising widely followed the spray and pray approach. It

reached out to the masses, but the ROI was largely undeterminable. Digital advertising, as
we know it today, is heavily data-driven and can give you minute details of your
campaigns and outcomes. The availability of user data and rich targeting capabilities
makes digital advertising an important tool for businesses to connect with their audience.
It is useful to remember that while the connected world offers many ways to reach and
engage with customers, there is a distinction between ways that are free or ‘organic’ and
paid or ‘inorganic’. Digital advertising is an ‘inorganic’ way to reach and engage with
customers and prospects.
How Did Digital Advertising Begin?

 On October 27th, 1994, one of the first banner ads appeared on HotWired.com (Wired
Magazine’s first website), and the advertising industry witnessed the emergence of digital
advertising. The banner ad was 468*60 px in size and read “Have you ever clicked your
mouse right HERE? YOU WILL.”
Digital advertising industry

 With the release of Google AdWords in 2000, Google AdSense in 2003 and Facebook ads
in 2007, the digital advertising industry evolved by leaps and bounds. Tracking,
optimizing and controlling ads became possible for small- and medium-sized business
owners.
 In 2019, digital advertising is used to drive traffic to websites, generate leads, build brand
awareness, establish thought leadership, build engaged communities and generate sales.
HOW DO DIGITAL ADS WORK?

 Meet Kronisa !
  
Kronisa is a potential customer who comes to your website. She looks around your site, clicks
through to a few pages, but ultimately doesn’t purchase. However, you do know— based on her
behavior—that she likes your social media product. She is cookied before she leaves.
  
After Kronisa leaves your website, she goes to another website to read some current event
content from her local news site. Kronisa starts to see your ads on each page that she visits.
  
HOW DO DIGITAL ADS WORK?

 Kronisa then goes to her Facebook page to post a new status update. She sees another one of
your ads— this time, the ad is personalized to her preferences. The ad shows her an offer to
download your latest social media ebook. Kronisa is interested and clicks on the ad.
  
  
 She fills out your form, you get her information, and Kronisa is then sent back to your
website where she makes a purchase. Kronisa receives a welcome email and she gets started
using her new purchase. Kronisa is a happy customer!
  
  
HOW DO DIGITAL ADS WORK?

 After a couple of days, Kronisa has come back to your website to explore more of what
you have to offer. On your website you ask her to complete a survey about her experience
with your product.
  
  
 Once she leaves your website you target her with ads related to a complimentary product
to the one that she already purchased.
  
 …And the cycle begins again!
What Are the Digital Advertising Formats?

 Since its inception in 1994, digital advertising has been steadily innovated upon. Today
the diverse digital advertising landscape consists of various ad formats. You could even
use an amalgamation of two ad categories to create a new one. For example, you can use
remarketing with display ads to reach out to your existing visitors to remind them to
complete a purchase. This section lists five of the most commonly used digital ad formats.
 Search Engine Marketing

 When searching for something on Google or Bing, a few search results with the tag ‘Ad’ appear at the
top of the Search Engine Results Page (SERP). These ads are the result of search engine marketing.

 Search Engine Marketing (SEM) is arguably the most commonly used ad format. In SEM, you bid on
keywords along with your competitors to appear at the top of the page.

 SEM ads can either be Pay Per Click (PPC) — pay every time someone clicks on your ad or 
Cost Per Mille (CPM) — pay for every 1000 impressions on your ad, regardless of the clicks.
Display ads

 Ads, as we know it, began here. Display ads primarily use text and images and appear on
third-party websites, which are usually affiliated with search engines or other ad
networks. Many websites self-host display ads as well. The most common types of
display ads are images, mobile, text, banners, pop-ups and video ads.
  
Social Media ads

 Your audience spends a lot of time on social media, and this presents a huge opportunity
to advertise your brand. You can use social media platforms such as Facebook, Twitter,
YouTube, Instagram, LinkedIn, etc. to promote your brand and products. Social media
ads can help you right from building a community, generating leads and increasing event
attendees, to boosting website conversions, app installations and growing footfalls to your
retail store.
Native Advertising

 Native ads can appear on social media sites or other web pages, and they don’t look like
typical ads. They appear under ‘Recommended Reading’, ‘Related Stories’ or ‘Promoted
Stories’ that visually match the content you’re currently reading, only upon clicking,
you’re redirected to the advertiser’s website.

 Native advertising is generally routed through content discovery websites such as

Taboola, Outbrain and Columbia to name a few.
Remarketing

 Have you ever checked a product on Amazon and later while scrolling through your social
media feed come across an ad for that exact product? That’s remarketing. Also known as
retargeting, remarketing uses cookies to follow you on the web. Almost every major
social media platform as well as Google currently offer the remarketing feature. 
Advertising Technology (AdTech)
AdTech

 With the whole process being dynamic and taking place in real time, you need a system
that functions flawlessly, while serving both parties.
 That’s where AdTech comes in. Advertising Technology (AdTech) consists of tools and
software that enable the programmatic buying and selling of ads. ‘Programmatic’ is
the automated system by which millions of ads can be served to millions of internet users
across millions of websites — in real time — and the clicks and responses can be tracked
and measured and reported to the advertiser in near-real time.
AdTech

 The advertising ecosystem has two main entities viz. the advertiser and the publisher.
 The goal of advertisers is to create and manage ad campaigns, target them to the right
prospects and customers; track ad spend and their results, while also finding ways to
optimize the bidding process and ad spend.
 Publishers — the entities that own the websites — are the digital equivalent of
newspapers or magazines — the place where ads are shown — or ‘served’, in digital
parlance. They provide the ‘space’ for ads to be shown, manage the ad inventory of
different advertisers, collect campaign data and make sure that the customer experience is
as positive as possible during the process.
 Digital Advertising Metrics
 
 “Tracking marketing is a cultural thing. Either tracking matters or it doesn’t. You’re in
one camp or the other. Either you’re analytical and data-driven, or you go by what you
think works.
 Metrics help you decide on the next steps to take, with certainty. In this section, we’ll
look at five digital advertising metrics that you should track.
 Note: These metrics are not specific to any particular website and are useful regardless of
the format or type of the digital ad campaign.
Digital advertising Metrices
 Digital Advertising Metrics

 ‘Reach’ denotes the number of people who were able to see your ad.
 ‘Impressions’ denote the number of times your ad was displayed. As an ad can be shown
to the same person more than once, the number of impressions might be higher than the
‘reach’ in many cases.
 Click-Through Ratio (CTR) is the percentage of clicks to impressions. So, if you get
two clicks every 100 impressions, your CTR is 2 percent. You can use this metric to
understand the effectiveness of different ad campaigns. For example, if you receive the
same number of impressions on two different campaigns — the campaign with more
clicks will have a better CTR and therefore will have performed better.
Digital Advertising Metrics

 ‘Conversion’ is the number of people that completed the intended action by clicking on
the ad by following your Call to Action (CTA). The action could be downloading an e-
book, purchasing a product or signing up for your services.

 Cost Per Acquisition (CPA) measures the aggregate cost incurred to acquire a paying
customer. It can be measured by dividing total campaign expenditure by the number of
conversions.
Digital Advertising Metrics

 Return on Investment (ROI) is the ultimate metric to evaluate the effectiveness of your
campaigns. Also known as Return on Ad Spend (ROAS), ROI measures how much
revenue the campaign generates compared to the cost required to run the campaign.
New trend in digital advertising
The Ascent of Video Advertising

  Video saw an upsurge in 2017, and it continued to dominate our news feeds in 2018.
Looking at the trend, we can safely say that video isn’t going anywhere soon. New trends
such as live videos and 360-degree videos have led to new avenues for marketers to
generate engagement.

 The easy availability of recording equipment has made it convenient for businesses to get
moving with video marketing.  And to top it all off, the ability to add Closed Captions
(CC) to videos has made video search friendly, which is a huge shift in terms of SEO.
Native Advertising

 As mentioned earlier, native advertising is not intrusive and enables ads to blend in with
the content of the page. Instead of directly promoting the brand, native ads showcase
content that is relevant to what the user is currently reading. It therefore provides value
without disrupting the user experience.
Making the Most of Micro-Moments

 Micro-moments are specific instances where users turn to their smartphone to know more,
go somewhere, or do or buy something. 

 Planning your search marketing campaigns tailored around micro-moments, coupled with
the latest locational data-based advertising is a surefire way to succeed now and in future.
AR Becomes a Reality

 Pokémon GO made a splash when it released in 2016. The combination of augmented

reality and location-based gaming made every Pokémon fan and gaming fan go gaga over
it. The introduction of Google Lens and Apple ARKit promises huge opportunities for
advertisers to use augmented reality in advertising. 
Let Voice Search Be Heard

 The rise of conversational commerce and the adoption of digital assistants on a massive
scale makes voice search very hard to ignore.

 It is estimated that soon half of the searches will be voice searches. Therefore, it’s
necessary to lay the foundations by optimizing your current SEM campaigns for voice
search.
The Future of Digital Advertising

 In 1994 AT&T paid HotWired $30,000 for a three-month campaign to place their ad

above-the-fold on their website. In 2019, the digital advertising industry was worth
$220.38 billion. From the figures, it is evident that digital advertising has seen staggering
growth in the last 25 years. This quick-paced evolution coupled with constant innovation
is the sign of a bright future for digital advertising and digital marketers.
Thank You!