DMMDigital Media Marketing

DMM

• Does Digital Media And Digital Gadgets influence your shopping habits?

Session Objectives

• Gain An Overview Of Digital Marketing And Its Types.

• Explore Elements Of The Online Marketing Mix.

• Explore How Digital Marketing Differs Globally.

What Is Digital Marketing?• Digital Marketing is the promotion of the brands

using electronic means across all forms of digital advertising to reach a specific audience. Digital Marketing goes beyond the Internet.

• Radio• Television• Social Media Marketing• Mobile• Internet

Why Is Digital Marketing Important?

If you have an unhappy customer on the Internet, he doesn’t tell his six friends, he tells his 6000 friends.” Jeff Bezos, CEO Of Amazon.com

Types Of Digital Marketing

Primarily there are two types of Digital Marketing Strategies:

• Push Marketing

• Pull Marketing

Pull Marketing

• Pull Marketing is all about building brands.

• Customers are pulled towards your brand with targeted messages they care about. Eg: Website Pages, Blogs and Streaming Media (Audio, Video etc)

Pull Marketing Strategies

• Pull Digital Marketing

• Content Sharing

• Media Networki

ng• Blogging

• Expert Opinion

• Expertise Sharing

• Online Forum

Push Marketing

• Push – you are pushing your message to the target audience irrespective of them wanting to receive the message. Eg: Mobile SMS, E-Mail.

• Content is delivered quickly, consistently and users are targeted in a better manner.

Push Marketing Strategies

• Push Digital Marketing

• Paid Advertisi

ng

• Social Media

• User Incentiv

es• E-Mail

• Newsletter

• Referral Network

Popular Digital Marketing Tactics

• Do you know the means by which digital marketing reaches you? Let us explore them…

Indian Digital Marketing Industry

This is the state of Indian digital marketing industry:

• Industry is worth rupees 14000 crores.

• 100 million active internet users in India.

Popular Digital Marketing Tactics

• SEM (Search Engine Marketing): A form of Internet Marketing that promote sites by increasing their visibility in search engine result pages.

• SEO (Search Engine Optimization): A process that optimizes website content by including specific keywords or links associated with that site so it achieves a higher ranking in search engine result pages.

Popular Digital Marketing Tactics

• E-Mail Marketing: A popular form of internet marketing that make use of emails to promote sites, products, services etc.

• Mobile Marketing: Processes that enable companies to connect and engage with their target audience in an interactive and relevant manner through any mobile device or network.

Popular Digital Marketing Tactics• Affiliate Marketing: A form of digital marketing

where in content (banners, links, reviews etc) present on a particular website is used to drive traffic to another.

• Display Advertising: Usually appears online in the form of banners having static or animated images as well as interactive media (audio and video)

• Social Media Marketing: Online marketing that is promoted via popular social media sites and online communities such as Facebook, Twitter, YouTube and blog sites.

ROLE IN THE ADVERTISING WORLD

Digital Marketing is

• Essential for a brand’s effective marketing strategy

• Changing engagement terms between brands and consumers

• Reshaping media consumption across old and new channels

HOW IS DIGITAL DIFFERENT FROM TRADITIONAL CHANNELS

OF MARKETING• Allows two way communication• Resources can be permanently placed online• Visitors control interactivity with online media• Online content pulls people• Unlimited content can be placed on the internet• Online content can easily be localised for easier

geographies• Digital marketing is measurable• Comparison and testing is possible

The Online Marketing Mix

Introduction• The e-marketing mix considers the elements of

presenting the marketing mix online.

• The e-marketin

g mix

E-Product Strategies

• No physical contact with the product takes place• Clear online facts about the product are stated

like technical specifications of a product.

Eg: Tech specs of gadgets, household electronics• Buying process is customized for returning visitors• Supplementary products are customized with the

main product. For example, the chance to buy extra printer cartridge alongwith your purchase of your printer online.

• Products can even be customized for users before purchase

Eg: www.nike.com allows you to customize products before you can buy them online

E-Pricing Strategies

• Pricing is highly competitive as store and staff costs are non existent for online stores.

E.g.: The 10% discount airlines like SpiceJet give is actually from the costs saved from direct selling

• Consumers gets best deals at the click of a button

E.g.: You can view the discounted offer on the www.flipkart.com site

• Repeated visits are tracked and customer loyalty is rewarded.

• Option of easy electronic payment• E.g.: You can make payments using PayPal,

credit cards etc

E-Pricing Strategies

•  Differential online pricing is not successful always

E.g. Amazon gave lower prices to first time buyers but withdrew this tactic as it annoyed their existing loyal customers. Amazon gained negative publicity due to this strategy and therefore had to withdraw it.

E-Place Strategies

• Consumers can purchase directly from manufacturers

• Product delivery within a reasonable time frame should be ensured

E.g. www.amazon.com has a detailed shipping policy that mentions delivery date for each delivery options (express, normal etc)

E-Promotion Strategies

• Having a recognizable domain name

E.g. A domain name such as www.educationvalley.com is easy to recognize and remember

• Placing banner advertisements where potential customers can reach them

• Utilizing Web Public Relation(WPR) tactics

E.g. You can place product/service related news snippets, articles on your site

• Other popular forms of e-promotion include direct e-mails and e-leaflets

What is International Online Marketing And Its Significance

• Marketing to audiences outside of your home country

• International Marketing is less of an option now rather it is of strategic importance

• Businesses focusing only on their home markets will be left behind as their competition gains the “first mover advantage” in the international marketplace.

Challenges In International Marketing

• Languages and cultural barriers must be overcome and the message you create must not loose its meaning or become inappropriate for the local audience. E.g. When the Pepsi slogan” Come alive with the Pepsi generation” was translated in Taiwanese it came out as ” Pepsi will bring your ancestors back from the dead”

• Laws in many countries prevent the use of competitive ads, words and gimmicks and in some countries, government approval is strictly required for certain products.

Challenges In International Marketing

• Order fulfillment should always be on high priority when you are marketing products/services internationally

• Pre/Post sales support should always be provided to the customers in an international marketing scenario

Planning For International Marketing

• Conduct a thorough research about the market you intend to enter

• Set objectives you wish to achieve

• Identify strategy and tactics to achieve those objectives

• Localization is important for connecting with international audiences

Planning For Localization

• Online Objectives: Your objectives dictate to what level you want to localize the site’s content; just the main pages or the entire content.

• Markets: The markets you intend to reach also affects a number of things such as the language you use for your site’s content, the tools you utilize, the payment method you use and your promotional techniques.

• Budget: Translation services are usually expensive more so when you want to get the entire content matter of your site translated and for updating a site

Planning For Localization

• Time Availability: Apart from the expenses, translation is time consuming and updating the site into the local language on a regular basis becomes a cumbersome activity

• Your Product/Service: If you are offering products/services that are technical then it is advisable to have the product/service details in English and short summary pages in the local language.

Promoting And Advertising Internationally

• Search Engines And Directories: Your customers are likely to search using keywords in their local language. So you should make sure your website keywords are in the language of your target audience. You should also keep in mind which search engine you are targeting, according to your audience. For example, the French often use Voila.fr while Indians use google.co.in

• Affiliate Programs: Usually you would pay a fee to affiliates to drive traffic to your website or buy your product/services. You should keep in mind to pay their fee in their local currency.

Promoting And Advertising Internationally

• Email Campaigns and Newsgroup: Email campaigns help you take out updates and information about your product and service to your audience. Your email campaign will enable you to send out targeted information.

• Banner Ads: Advertising on search engines via banner ads in a local language with a clear cut call to action are an effective tactic

• Social Media: Adapt Social Media like Facebook, YouTube, Twitter etc by having local language pages and accounts to reach out to your international audience

THE END