marketing.pptx
- 1. DIGITAL MARKETING ERA Sridhar L S, Assistant Professor, St. Joseph’s Evening College, Bangalore
- 2. Digital Marketing What is digital marketing? Digital marketing can be described as actively promoting products and services using digital distribution channels as an alternative to the more traditional mediums such as television, print and radio
- 3. Digital Marketing What is Digital Marketing? Today’s consumer is more cognizant of the marketing messages all around them, leaving them more likely to tune out advertisements or other forms of marketing communication In the “golden age” of television, an ad on one of the big three networks could reach 70 percent of the viewing audience 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.
- 4. Overwhelmed consumers are becoming adept at tuning out marketing messages E-mail filters to block spam Digital video recorders (DVRs) to skip commercials Caller ID to screen telemarketers Recycling direct mail pieces without opening them Digital Marketing
- 5. How are marketers adjusting? Digital marketers turn to technology to help reach target consumers 1. Internet marketing 2. Mobile marketing 3. Social marketing 4. Viral marketing Digital Marketing Strategies
- 6. Digital Marketing Strategies Internet Marketing The Internet, far more than any other medium, has given consumers a voice, a publishing platform and a forum where their collective voices can be heard, shared and researched, creating a more powerful and educated audience than ever before
- 7. Consumer-Generated Media (CGM) Encompasses the millions of consumer-generated comments, opinions and personal experiences posted in publicly available online sources on a wide range of issues, topics, products and brands Also referred to as Online Consumer Word-of-Mouth or Online Consumer Buzz Digital Marketing Strategies
- 8. 1. Blogs 2. Message boards and forums 3. Social media 4. Discussions and forums on large email portals (Yahoo!,AOL, MSN) 5. Online opinion/review sites and services/ feedback/complaint sites Digital Marketing Strategies Consumer-Generated Media (CGM)
- 9. Ticket sales Sponsorship sales Merchandise sales Digital Marketing Strategies Sports and entertainment properties use the Internet for a host of marketing functions Community relations Player/staff fan connection (blogs, chats etc.) General promotion Additional revenue streams (banner advertising on team websites etc.)
- 10. Digital Marketing Strategies Mobile Marketing Mobile marketing refers to two different marketing means: one refers to marketing on or with a mobile device (such as a mobile phone) while the other (more traditional) is meant to describe marketing “on-the-go”
- 11. “Apps” Apps are individual software programs designed to run on the Internet, computer, phone or other electronic device typically designed to increase functionality or ease of use Apps have recently gained a lot of popularity among consumers Digital Marketing Strategies
- 12. Digital Marketing Strategies Social Media Social media describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, media and to otherwise interact
- 13. Social Media Strategy With a well-designed social media strategy, you can leverage conversation to advance your business. Without such a strategy, you run the risk of falling behind. The benefits of social media campaigns are extensive – from increasing customer satisfaction, to keeping tab on the competition, to marketing your latest product.
- 14. • Marketing techniques that use social networks to produce an increase in brand awareness or achieve other marketing objectives (such as product sales) through self-replicating viral processes. • It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, e-books, images, or even text messages.
- 15. Marketing Applications 4.9 Digital Marketing Strategies Social media presents itself in the form of many variable applications Google+ YouTube Twitter Digg Flickr MiniClip Facebook foursquare Vine
- 16. Marketing Applications 4.9 In today’s digital marketing era, harnessing the power of social media has become a top priority of sports and entertainment properties of all shapes and sizes Athletes, celebrities, leagues, teams, events and corporate sponsors are all shifting the focus to digital marketing strategies as they compete for attention in the social media space Digital Marketing
- 17. Marketing Applications 4.9 Why is social media important to a sports or entertainment marketer? 1. In theory, social media is free 2. Allows an organization to reach a massive audience 3. Social media is still experiencing rapid growth, presenting unlimited potential for marketers Digital Marketing
- 18. Marketing Applications 4.9 Why is social media important to a sports or entertainment marketer? • Facebook: More than 1 active billion users • Google+: 359 million active users, up 33 percent from the number of users in 2015 • Linkedin: 225 million professionals and growing at more than two members per second, representing every company on the Fortune 500 in over 200 countries • Twitter: Over 600 million registered users, more than double the number of users in 2015 but users are actively engaged, “favoriting” more than 1.6 billion tweets in May of 2015 alone
- 19. Marketing Applications 4.9 Digital Marketing Strategies Social Media Marketing The campaign drew the ire of officials in the United Kingdom and Nike subsequently became the first company to have a social media advertising campaign banned when it was ruled that star soccer players Wayne Rooney and Jack Wilshere’s tweets didn’t clearly state they were advertising
- 20. Marketing Applications 4.9 Digital Marketing Strategies Social Media Marketing 1. When in Doubt, Tweet 2. Respect the Fan 3. Use the Resources You Have 4. Follow Back and Listen 5. If it isn’t Broken, Don’t Fix it
- 21. How the Online Marketing Industry Is Impacting Local Businesses Grow from $27.1 billion in 2011 to over $42.5 billion in 2015 The search engine marketing industry is projected to reach over $22 billion by the end of 2012, a 19 percent increase from $19.3 billion last year 74 percent of small businesses find online networking to be just as valuable as 58 percent reporting they struggle to find value in using Face book to promote their brand.
- 22. Marketing Strategies Push Marketing: Email Campaign Certain offers through your social media profiles Companies may push information and promotional material directly to end users through email or fliers to generate demand Create an email database of potential customers and send them product announcements and promotions directly. Pull Marketing: Websites and blogs are pull strategies Build websites & Blogs Company’s social media profiles long-term success the company tries to draw in customers through different kinds of advertising, such as TV ads, online banner ads and social media Online banner ads, and radio and TV ads are other forms of pull marketing.
- 23. India’s Best Marketing Companies Rank Company Name 1 Vodafone 2 Bharti Airtel 3 Hindustan Unilever 4 Cadbury 5 Coca-Cola India 6 PepsiCo 7 ITC 8 Sony India 9 Tata Motors 10 Samsung Electronics 11 Nokia 12 Idea Cellular
- 24. Success of Digital Marketing Success Digital are a specialist digital recruitment agency helping match the very best talent to the hottest jobs across the digital space. With offices in both London and Manchester we work with some of the biggest brands in the industry to fill jobs in digital marketing, Search Engine Optimisation (SEO), social media, web design and E-Commerce.
- 26. Questions …..