Digital Marketing & Multichannel commerce
Transcript of Digital Marketing & Multichannel commerce
Changing paradigms of
Digital Marketing & Multichannel commerce
ISIM-Mysore, Sep-09
Ajay Malgaonkar, Infosys
Content
• What is Digital Marketing?
• Why Use Digital Marketing?
• Online customer acquisition
• How Can You Use Digital Marketing?
Overview : Traditional Communication - Issues
ONE WAY
Does the Message Flow to the Customer?- NO
Customer is left confused and irritated
What is Digital Marketing
Digital Marketing
Digital Marketing is a platform for Marketer and
Customer to:
Enable the relationship between marketer and the customer
Build the community
Create Brand Awareness
Make it a key part of the companies Marketing Campaign
Build Brand Equity
Communicate through all possible channels including mobiles,
digital banner and digital outdoor.
Multiple Channels for Digital Marketing
PODCASTS
MOBILE PHONES
VIDEO
INSTANTMESSAGING
BLOGS
WEB SITESBANNERS
Why Digital Marketing
Need for Digital MarketingDigital Marketing is used for :
Branding
Acquisition / Lead Generation
Direct Response / Promotions
Customer Relationship Management
CONSUMERS ARE TIRED
OF LISTENING!
… Unless your story is very compelling to them or it has been promoted by a trusted third party consumer
GIVE THEM A PLATFORM
But has now wholeheartedly embraced the phenomenon
Instead of
TELLING A STORY…
Create the TOOLS to allow a story to be told
Online Customer Acquisition Lifecycle
Discover Evaluate Engage Interact Convert Advocate
Insight...Acquisition …Conversion …Stickiness …Advocacy …
Discover Evaluate Engage Interact Convert Advocate
Campaign Mgt , Digital Advertisement and Search
• Customer touch points in today’s wild wild web are websites, digital advertisements, e-campaigns and search engines.
• Customer insight and discovery can be dramatically improved withhelp of effective Campaign Mgt, Digital Advertisement, Search Engine Optimisation and offering most intuitive websites.
• 90% of users discover new sites through search engines and high search engine placement will result in high sales.
• The number of searches in the US alone, is more than 183 million per day.
• Advertising in the new web environment is a complex task; however, statistics show that year on year growth in online ad spend is at 40.1%
Online Customer Acquisition Lifecycle
Discover Engage Interact Convert
Evaluate: Customer searches for the information he needs
Customer is looking for content what he wants with minimum clicks and shortest navigation. User experience has been given a new dimension by Google, Amazon and Ebays of the world.
Guided navigation Persuasive content architecture Rich Media
Minimum Clicks
Evaluate Advocate
Discover Engage Interact Convert
Engage: Infosys Focus
Analyzing customer behaviour thru’ click-stream analysis, shopping behaviour, choices and preferences etc.
Knowledge Services and Consumer Goods Consulting Solutions Provide Powerful Consumer Analytics
Key ToolsWeb Analytic is a platform used for customer/prospect behavior analysis. Omniture and webtrends have been leaders across telecom, banking, IT and more.
ChoiceStream uses actual consumer shopping data to make specific product recommendations based on what each consumer is most likely to buy next.
Evaluate Advocate
Discover Engage Interact Convert
Interact: Consumer communicates to make a
decision
Customers should have the means to interact with one another in order to make better buying decisions.
The challenge for companies is to find a natural way to start conversations about their products and services online.
It is important that organizations provide customers the means to interact with one another in order to make better buying decisions.
Blogs
WikisRatings and Reviews
Tagging
Peer-2-peer
Evaluate Advocate
Discover Engage Interact Convert
Convert: Customer should achieve their Goals
E-Commerce solution are more matured and multi-faceted. Apart from Merchandising, Product Catalogue and Storefront and integration with fulfillment platform, they also cater to recommendations, personalisation, vertical search, campaign mgt, customer analytics, customer service and relationship mgt as well.ATG, IBM Websphere Commerce, Microsoft Commerce Server are some of the leading ecommerce platforms.
Key considerations for e-commerce:
Multichannel/Multi tenancy
Social CommerceSOA
Evaluate Advocate
Intuitive Navigation and Quick Check Out
Discover Engage Interact Convert
Advocate: Customer will stick
• Provide the most relevant secondary links that provide relevant information and directions.
• Enable valuable and relevant account management experience
• Enable Customer Satisfaction Survey
Brand Awareness Campaigns
Customer Support
CustomerCo-creation
Customer Insights
Affiliate Marketing
Evaluate Advocate
How to use Digital Marketing
Copyright © 2007 Pearson Education, Inc. Slide 9-29
Major Trends in Digital Marketing
1. Online advertising2. Search engine marketing3. E-commerce and affiliate marketing4. Social media and social commerce5. ‘User experience and Customer
Engagement
“Barack Obama won the presidency in a landslide victory (by a margin of nearly 200 electoral votes and 8.5 million popular votes) by converting everyday people into engaged and empowered volunteers, donors and advocates through social networks, e-mail advocacy, text messaging and online video…”
2008 Elections : US
Assessment of Edelman, a leading public relations agency
“… Smart businesses will embrace this public engagement model as well, particularly in how they ladder engagement among natural allies such as customers, employees, retirees and suppliers. Otherwise, businesses will be at a significant tactical and strategic disadvantage when their critics and competitors create a groundswell of their own…
How did the OBAMA campaign use it ?
Web 2.0 refers to the adoption of open
technologies and architectural frameworks
to facilitate participative computing
Web 2.0 creating influence
ReviewsCompare
SEO/SEM
Tag cloud
Recommendations
Co-creation of content