5 Pit Stops To Your Digital Marketing Success

Are you ready to zoom ahead full throttle in this Marketing Grand Prix?

But before you hit the gas let’s take you back

in time…

1

The Evolution Of Digital Marketing

• Sudden change in society from farming to manufacturing

• Mass production of goods • Differentiator: Product

• Transition from mass production to customers’ needs

• Focus on delighting customers • Differentiator: Service

• Proliferation of digital channels • Shift in customer’s needs from

mere product to product information

• Differentiator: Information

1750 Industrial

Ecology

1950 Service Ecology

2000 Digital

Ecology

Now that we know where digital marketing stems from…

Let’s FUEL up…

2

Digital Marketing The CONCEPT UNLEASHED

PROMOTION of your business, organization or brand through channels such as INTERNET, MOBILE PHONE,

TELEVISION, COMPUTER and GAME CONSOLE in addition to using creative ONLINE ADVERTISING, VIDEO or other

such methods to engage with consumers.

Digital Marketing: What Marketing Gurus Say

Digital Marketing WHAT MARKETING GURUS SAY

“The Internet is becoming the town square for the global village of tomorrow.” - Bill Gates, Founder, Microsoft

“It's hard to find things that won't sell online.” - Jeff Bezos, Founder, Amazon

“We had invested in social media and digital experts. Now Starbucks is the number one brand on Facebook.” - Howard Schultz, Chairman/CEO, Starbucks

Doing business without DIGITAL MARKETING is like winking at a girl in

the dark. You know what you are doing, but nobody else does!

Now let the rubber hit

the road…

3

Moving on to a BIGGER picture…

DIGITAL MARKETING SERVICES

Digital Marketing

Wheel

Pay Per Click Advertising

Search Engine Optimization

Online Media Buying

E-mail Marketing and Viral Videos

Social Media Marketing

Website Design and Development

Mobile Marketing

Pay Per Click (PPC) Advertising Pay Per Click or PPC is an online advertising

model, where the advertiser only pays if a web

user clicks on their ad.

Search query

Your Ads will show here next to your search results

Your Ads will show here next to your search results

Search Engine Optimization (SEO)

SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query.

Local Search Engine Results

Buying space on sites across the internet or on ad networks to place banner display ads to promote a product, service or business whether it be for direct response or branding purposes.

Online Media Buying

Call To Action Display ads

Display Advertising Display advertising is a type of online advertising that comes in several forms, including banner ads and rich media. Display advertising relies on elements such as images, audio and video to communicate an advertising message.

Call To Action Display ads

Social media marketing refers to the process of gaining website traffic or attention through social media sites.

Social Media Marketing

Convert # into INR via all India Twitter trend

Your Facebook ads will display here

Web development refers to building, creating and maintaining websites. It includes aspects such as web design, web publishing, web programming, and database management.

Website Design and Development

Customized websites and landing pages

Mobile Marketing Mobile marketing is simply the process of marketing to people via their mobile devices.

Stop, refuel, GO…

4

Understanding the CONSUMER

Awareness Consideration Purchase Retention Advocacy

PR

Radio TV Print

Word of Mouth

Online Ads

Email

PPC

Social Ads

Reviews

Blog

Media

Direct Mail Email

Ecommerce

Store

Website

Community Forum

FAQ Knowledge Base

Promotions

Blog

Social Networks

Newsletter

INFLUENCING THE CONSUMER THROUGH INTERNET MARKETING

DIGITAL ECOSYSTEM OF AN INTERNET SAVVY CONSUMER

Stop, tyre-change, GO…

5

Digital Marketing

THE HARD FACTS

(Source - Comscore 2013, IAMAI 2013)

Your sneak peek into the Indian Internet Growth Story

205

0

50

100

150

200

250

2010 2011 2012 2013

Internet Population (in Million)

2662

583 279

105

0

500

1000

1500

2000

2500

3000

Global China UnitedStates

India Japan

Internet Population (in Million) by 2015

343 Million internet users by 2014

137m URBAN

68m RURAL

58%

Y-O-Y GROWTH OF RURAL INTERNET

USERS

Booming internet usage growth in rural markets!

(Source - IAMAI 2013)

E-commerce expected to grow by leaps and bounds!

16%

Total Population Vs Internet Users

Non-InternetUsers

Internet Users14%

Internet Users Vs Online Buyers

Internet Users

Online Buyers

28

128.5

0

20

40

60

80

100

120

140

2014 2018

Online Buyers Population (in million)

Online BuyersPopulation

(Source -: IAMAI 2013, Frost & Sullivan 2013, Forrester 2013)

Over

40% of online buyers expect to increase their

online shopping budgets over the next

12-15 months

(Source - Frost & Sullivan, 2013)

Surprise! Smaller cities in South generate

more online revenue than metros!

(Source: Google Search Trends February 2014)

Meghalaya

Goa

Odisha

Puducherry

Cities spending more than Metros

Coimbatore

Top spenders in South India

Vishakhapatnam

Thiruvananthapuram

Thrissur

$1.30 $2.00

$3.20

$5.00

$7.50

$11.20

$16.00

0

2

4

6

8

10

12

14

16

18

2012 2013 2014 2015 2016 2017 2018

Total Online Retail Spending in India (in US$ billions)

Source - Forrester Research Online Retail Forecast, 2013 to 2018 (Asia-Pacific)

Over

67 percent of urban Indians are influenced by social media in their purchasing decisions.

(Source - Frost & Sullivan 2013)

50% of young urban Indians spend more than

2 hours on social media sites daily.

Social Media as the GAMECHANGER

The Multiscreen Usage

81% Indian population uses

Mobile phone

10% use Smartphone

9% use Multimedia phone

3% use Tablets

(Source: Neilson 2013)

Digital advertising is

10% of the total advertising market in India

FICCI KPMG Media and Entertainment Industry Report

Creates competitive advantage

Creates customer

centric organization

Helps with brand

differentiation

Builds greater customer affinity and attachment

100% Marketers believe so

45% marketers believe

DIGITAL MARKETING

Your friend with benefits

(Source - Adobe APAC Digital Marketing Performance Dashboard 2013)

2%

22%

0%

5%

10%

15%

20%

25%

2012 2013

Percentage of marketers spending over 50% of their budgets on

digital marketing

(Source - Adobe APAC Digital Marketing Performance Dashboard 2013)

75% of marketers have been allocating their

digital marketing funds on content development and performance optimization,

SEO and SEM, social and email

Digital Ad growth surpasses other mediums

Indian Digital Sector is on the rise, with 31% growth as opposed

to other media.

Ad Revenues in India, by Media, 2011-2016 Billions of Indian Rupees

2011 2012 2013 2014 2015 2016 CAGR

Print 139 154 172 193 215 241 11.5%

TV 116 130 148 170 197 230 14.7%

Out-of-home

18 20 22 24 26 29 10.0%

Digital 15 20 26 34 44 57 29.9%

Radio 12 13 16 20 24 30 20.7%

Total 300 337 384 440 506 586 14.3%

(Source: emarketer 2013)

Percentage of internet users in India is growing and is expected to be around 343 million by June 2014.

Number of online buyers in India will increase to 128.5 million in 2018 from 39.1 million in 2014.

Smaller states will become hub for digital marketers as they spend more than Metros.

Over 67 percent of urban Indians are influenced by social media in their purchasing decisions.

Cost-efficiency, effectiveness of online channels and their ability to deliver better ROI is considered the top driver for the adoption of digital marketing.

Marketers will increase their digital advertising budgets.

India’s Digital Advertising industry is growing @ 31% which means increase in the internet usage for e-commerce activities.

Data Hotspots

So what’s your Digital Marketing Strategy for

2014?

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