Shopit4me presented Why Digital marketing

Digital Media O c t o b e r 2 0 1 3

P RA D E E P G O V I N D A RA J U

A L L R I G H T S R E S E R V E D

Digital Media: Building the Basics

October 2013

© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED2

An Acceptable Definition

Business dictionary defines Digital Media as:

Digitized content (text, graphics, audio, imagery and video) that can be transmitted over internet or computer networks.

3October 2013

© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED

Building Blocks of Digital Media

Process

Technology

People

IT Infrastructure – Servers, Networks etc.

Store / Retrieve

Engage / Respond

Publish / Read

Protocols

4October 2013


What’s in it for Brands & Corporates?

Internet is an important influence on consumers interested in buying new products across most categories

– Nielsen Global Survey

5October 2013


What’s in it for Brands & Corporates?

PEOPLE

Significant share of the Global & Indian population had adopted Internet & Digital Media

Digital goes Online World India

Internet Users 2.4 Billion 137 Million

Mobile Internet Users 2.1 Billion 79 Million

Smartphone Users 1 Billion 44 Million

Social Media Users

World India

Facebook 1.15 Billion

78 Million

Twitter 500 Million

33 Million

LinkedIn 238 Million

20 Million

Instagram 130 Million

4 Million

Pinterest 70 Million 5.5 Million

Sources: Internet World Stats, Mobithinking, Medianama, Trak, Digital Insights, Business Today

6October 2013


http://www.internetworldstats.com/stats.htm

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#smartphonepenetration

http://www.medianama.com/2012/12/223-india-has-137-million-internet-users-44-million-smartphone-subscribers-report/

http://trak.in/tags/business/2013/01/03/mobile-internet-usage-statistics-india-report/

http://blog.digitalinsights.in/social-media-facts-and-statistics-2013/0560387.html

http://m.businesstoday.in/story/instagram-has-become-a-rage-across-the-world/1/198418.html

How People in Digital Media are relevant to Brands?

Brand

Industry Leaders

Competitors

Detractors

Customers

Prospects

Fans / Followers

Suppliers / Vendors

Employees

We are connected to brands in more ways than we realize in Digital Media

7October 2013


Corporates today invest Time, Money & Resources in multiple Digital Media

Initiatives:

Digital Branding – Brand building & engagement in web; communication

focused

Digital PR – Transforming static news into opportunities of online

conversations

Digital Marketing – Attract target audience to the digital media assets

Brands & Corporates Acknowledge the importance of Digital Media

8October 2013


Digital Marketing – Attract Target Audience to Digital Assets

9October 2013


Digital Marketing Landscape

10

CHANNELS

Search Email Marketing Content

MarketingSocial MediaDisplay Advertising

Organic

Paid

Contextual Targeting

Behavioral Targeting

Re-Targeting

Monitoring

Marketing

Engagement

Transactional

Direct Mails

Digital PR

Blogging

STRATEGY

ANALYTICS

October 2013


Digital Marketing is now Mainstream in India

FY 2010-11 FY 2011-12 FY 2012-13 FY 2013-14(Est.)

1,140

1,750

2,260

2,938

54%

29%

30%

Indian Digital Media Spending (INR Crores)

CategoryFY 2010-

11FY 2011-

12FY 2012-

13

Search 493 718 850

Display 557 595 662

Social NA 175 300

Mobile 90 123 230

Video NA 88 150

Email NA 53 68

Spending by Top Digital Marketing Categories (INR Crores)

Industry is need of competent professionals to manage this massive spendingSource for Digital Marketing Spending: IAMAI

11October 2013


http://www.iamai.in/Upload/Research/4420133430002/Digital%20Advertising%20Report%202013_Final_68.pdf

12

STRATEGY

ANALYTICS

CHANNELSCrowded

In Need

Dearth

Digital Marketing Workforce

Digital Marketing spectrum is abuzz with Experts that has technical know-hows & operate across various channels

Digital Marketing needs Business Professionals to make it more relevant to Businesses

For instance, Marketing Managers are needed to Strategize, Sales Managers to device action plans, Business Analysts to extract insights from the abundance of Digital marketing data

Analytics – a high potential, yet under sourced space of Digital Marketing October 2013


13

Wise minds are needed to:

Convert Data into Information

Turn Information into Knowledge

Churn Knowledge into Wisdom

Digital Marketing Analytics

Analytics, when rightly done:

Shreds insights that can be implemented Online & Offline

Contributes to the business bottom-line – increase revenue

Proves the value of digital marketing existence of a brand

13October 2013


DIKW Model for Digital Marketing Analytics

D I K W

Data

Extraction:From multiple channels

Information

Action:Act upon the data

Knowledge

Explanation:What are the results?

Wisdom

Experience:What is best?

Doing the right things Doing the right things

DIKW

PAST FUTURE

14October 2013


15

Digital Marketing Analytics – Practical Applications

Mobile traffic report of a fashion website -> Singles out the mobile platform where the retailer should launch their first ecommerce mobile app

Analytics of the iOS app will answer the What, Why & How questions for the Android app

15October 2013


16


Ecommerce Traffic Report -> Singles out the source / medium that has the highest Per Visit Value; Effort should be taken to increase the traffic from this source

16October 2013


17


Location Report -> Suggests the locations where the brands can open their next retail outlet

17October 2013


A Snapshot of Career Options in Digital Marketing

Digital Marketing Roles Titles

Setup and / or handle Digital Marketing practice in organizations; Accountable for P&L of the practice GMs / Directors/ AVPs &VPs / CXX

Handle large enterprise clients with managing digital marketing spends around hundreds of crores Account Directors / Sr. Account Directors

Manage relationships with Digital Marketing clients Account Managers / Sr. Account Managers / Client Managers

Brand representative who, in liasion with third party agenicies, ensure that the Digital Marketing objectives are achieved

Client Partners (Digital Marketing)

Brand representatives who ensure consistent and optimal messaging, promotions, pricing, and advertising of brand & its products / services

Brand Managers (Digital Marketing)

Develop & Execute scalable solutions across Digital Marketing landscape - SEO, Paid Ads, ORM etc. Digital Marketing Managers

Develop, Oversee and execute the communication/marketing strategy in Social Media, which includes advertising and promotions plans

Social Media Managers

Collect and analyze data on website visitors patterns, customer voice in digital media talking about brands, product features, competition and other areas that inform marketing business decisions

Marketing Researchers (Digital Marketing)

Gain first hand knowledge in Digital Marketing techniques before taking great leaps Analysts – Web / Social Media / SEO / SEM / Digital Marketing

18October 2013


Search Ad Campaigns Social Media / ORM Email Marketing Web Analytics

• Moz • Kenshoo • Radian6 • iContact • Google Analytics• Raven

Tools• IgnitionOne • Brandwatch • Pinpointe

• Adobe SiteCatalyst

• Adobe AdLens

• Unmetric • GetResponse

• Sysomos

Great to gain exposure to these prominent Digital Marketing Tools

Few Digital Marketing Programs & Certifications are available to gain Digital Marketing exposure: Advanced Online Advertising Program - Google India (through NIIT Imperia) Professional Diploma in Digital Marketing (NIIT Imperia) Certificate / PG Certificate Course in Digital Marketing (Certified by IAMAI) Advanced Program in Digital Marketing – IAMAI (through NIIT Imperia)

Certification for Digital Marketing Platforms Google Analytics, Google AdWords, Adobe Omniture, Adobe AdLens, Kenshoo

19October 2013


Thank YouO c t o b e r 2 0 1 3

P RA D E E P G O V I N D A RA J U

A L L R I G H T S R E S E R V E D

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