Digital Marketing Project, e-marketing Project, Internet Marketing Project

DIGITAL MARKETINGManohar Prasad

Agenda:

• Importance of the Internet and Digital Marketing to Business

• Where are the opportunities?

• How Digital Marketing impacts the bottom line?

• Strategic approach to Digital Marketing

• Building an Digital Marketing Strategy

• Value of Measurement and Performance Analysis

Digital Marketing by Manohar Prasad

Digital Marketing

“Internet marketing is achieving marketing objectives through applying digital technologies.”

“eMarketing is achieving marketing objectives through use of electronic communications technology.”


Why go Digital?

• 89% of Internet users regularly use a search engine for products and services

• Usage of Internet across the world increasing exponentially

• Internet is no longer a niche marketing channel worthy of investment for the future

• Most Economical Marketing Medium to reach a large, astute and knowledgeable audience


What is Digital Marketing?

Digital marketing involves the promotion of products and services using digital distribution channels that reach consumers in a timely, relevant, personal and cost-effective manner.

Digital channels can have several categories, such as the internet, mobile, digital outdoors, and any form of interactive digital media.

Each category has multiple digital tools / sub-channels that can support digital marketing.



Digital Marketing Tactics

•Internet - Email, banner ads, dedicated websites, pop-up ads, sponsored content, paid keyword search, podcasts, social networks, blogs, wikis, widgets, RSS, virtual worlds, and online games.

•Mobile - SMS, Mobile web, Mobile applications, and Mobile video.

•Digital Outdoors - Video digital display, Interactive Kiosks.

•Interactive digital medium – Interactive Television Channels.


Types of Digital marketing

Two different forms of digital marketing are:• Pull • Push


Pull Digital Marketing

• The consumer actively seeks the marketing content, often via web searches or opening an email, text or message. •Websites and blogs are examples of pull digital marketing. • Users have to navigate to the website to view the content. • Search engine optimization is one tactic used to increase activity.


Push Digital Marketing

•The marketer sends a message without the consent of the recipients, such as display advertising on websites and news blogs.• Email and text messaging can also be classed as push digital marketing when the recipient has not given permission to receive the marketing message.• Push marketing is also known as spam.• Push technologies can deliver content as it becomes available and can be better targeted to consumer demographics, although audiences are often smaller, and creation and distribution costs are higher.


Additional Types of Digital Marketing

•Mass marketing is a marketing method that broadcasts a message to a large audience. The marketing message is not addressable, and is not easily tracked and measured.•Online marketing is a marketing method that uses Internet tools such as email, search engine optimization and banner ads to send marketing messages to consumers. •Mobile marketing is a marketing method that allows marketers to send marketing messages to consumers through the technologies found on a consumer’s mobile device. Consumers opt in to receive messages.•Email marketing is a marketing method that uses email to send a marketing message to a targeted audience.



Effect on Traditional Marketing

Who’s Using Digital Marketing?

Small to Medium Businesses increasingly rely upon online digital marketing techniques and distribution channels.

Digital communications and multimedia technologies are significantly changing the way SMBs communicate with their customers to promote products and market services.


Where are the opportunities?

• Incremental Revenues• Reduced Cost of Marketing and Promotion• Comprehensive Exposure • Enhanced Brand Image • Better Customer Relationship Management • Better Measurement and Performance Analysis


Incremental Revenues

• Lower cost of sales

• Easily attract new customers through very targeted and measurable marketing efforts

• Global reach is easily possible

• Segmentation and reaching Target Audience is easy and effective


Reduced Cost of Marketing

• Digital Marketing basically requires an attractive and user friendly website

• Provides lowest cost of sales

• Enables easy reach to very large audience

• Low cost of acquisition per customer


Brand Image and Exposure

• Improving business’s visibility to a very targeted audience for long term relationship

• Build a community around your business to improve its brand value

• Help enhance offerings and delivered value preposition


Driving Incremental Revenue

• Various marketing opportunities available

• Advantages of each approach/tactics

• Return on Investment for various approaches

• Focusing in the right direction


The Marketing Opportunities

For creating an effective marketing plan, consider various stages on customer interaction in the marketing process.

Conversion

• Website Design

• Content

• UI

• Offerings

Acquisition

• SEO

• SMO

• PPC

• Ads

Retention

• CRM

• Customer Service

• Facilities

Analysis

• Web Analysis

• ROI

• Analytics


Site Conversion: The Key to Success

• Perfect and Optimised Website provides better conversion

• Best Investment Scenario: Increasing the conversion ratio of visitors to customers

Conversion


Measuring Website Conversion

Conversion

• Regular website conversion and performance

analysis to ensure optimum site performance

• Measuring Visits, Conversions and Persuasion will give an accurate picture of Returns on Marketing Investments


Measuring Website Conversion

Conversion


Driving Incremental Traffic

New and Incremental Customers

• SEO

• SMO

• PPC

• Banner Ads

• Listings

Existing Customers

• Email Campaign

• Newsletter

• Customer Service

• Offers

Acquisition



Search Engine Optimisation

• Improving Keyword Ranking in Search Results

• Improves the volume and quality of traffic through organic search result listings

• Most important online marketing activity

• Strategic Activity with long term benefits

• SEO can take up to 6 - 12 months to deliver significant results

• SEO is an iterative process requiring careful analysis and modifications

• Ensures high-quality, targeted and incremental traffic



Pay Per Click

• Delivers targeted traffic instantly

• Delivers significant returns and quickly to become an ongoing activity

• PPC campaigns compliment SEO and SMO activities

• Running SEO and PPC ensures best returns



Social Media Marketing

• Most interactive digital marketing tactics

• Creates an everlasting value preposition

• Enhances your brand value

• Develops a community closely associated with your organization and offerings

• Helps audience to communicate in a healthy way across various verticals

• Creates awareness, spread the word , improves participation, keep audience engaged and helps in getting a genuine opinion from target audience


Existing Customers

• Never overlook existing customers in the fervour to find new ones

• Manage existing customers effectively

• Improve customer loyalty and value through long term association

• Synchronize your online proposition with your offline environment

• Regular interaction with existing customers will enhance loyalty and reinforce the brand value

Retention


Result and Measurement Analysis

• Digital Marketing offers unparalleled ways for result measurement and performance analysis

• Measuring Visits, Conversions and Persuasion will give a better picture on returns on marketing investments

• There are three key areas to measure

Website Conversion Rate

Website Performance

ROI on Marketing Investment

Analysis


Result and Measurement Analysis

Site Performance Analysis

Where are customers are coming from?

How long are they staying on the website?

Which keywords are driving them to website?

Which platform is delivering best traffic?

Which activity is giving better results?

Analysis


How well defined is your plan?


How have you assessed your capabilities?



Are our customers different now?

11/29/2015 Digital Marketing @ maestro

Digital Marketing by Manohar Prasad11/29/2015 Digital Marketing @ maestro

New Media, Old Habits!

11/29/2015 Digital Marketing @ maestro

Do you have the right resources?

% of marketing headcount who are digital specialists?You: (a) 0-20% (b) 20-40% (c) >40%Research: 1 in 3Ratio:

2 Acquisition: 4 Conversion: 2 Retention:8 IT


Do you have the right team structure?

“No perfect way to organise structure. A single team has benefit they’re 100% digital, breathing digital, risk is there is disconnect

with offline world”

Campaign

manager

(Email & DM)

Database

Executive

Customer

Development

Customer

Acqusition

Search

engine

marketing

Partner

marketing

& advertising

Customer

experience

& merchandising

Content

& creative

Web

Sales

Sales or web

Analyst

IT

Director

Finance (& IT)

Director

Buying &

merchandising

Operations

(incl service)

Managing

Director

Sales and

marketing

Director

Example of team structure for small-medium retailerDigital Marketing by Manohar Prasad

Resources needed for large digital team!


How automated is your optimization? Web analytics (WA)

Purpose: Analyse customer

website behaviour and marketing

outcomes related to referrer

segments

Vendors:Google Analytics,

Omniture,Visual Sciences,

Webtrends

Email Service ProvidersPurpose: ESPs broadcast and

track emails as part of campaigns

or automated contact strategy

Vendors:Email Reaction, Email

Vision, Exact Target Silverpop,

Responsys, Vertical Response

Website experimentationPurpose: AB testing and

multivariate testing of alternative

pages and journeys

Vendors: Google website

Optimizer, Maxymiser,

Offermatica, Omniture and

Optimost

Website personalisationPurpose: Automated and rules-

based recommendations and

merchandising based on referrer,

products browsed and/or

customer data

Vendors: atg, Fredhopper,

Omniture Touch Clarity and

Wunderloop

Ad tracking & optimisationPurpose: Serve display ads and

optimise yield for advertisers and

publishers. Also track other

media channels such as affiliate

and search to understand

customer journeys

Vendors: Atlas, Doubleclick Dart

plus WA vendors

Behavioural ad targetingPurpose: Serves relevant ads

based on content consumed and

audience profile. Also re-

targeting of ad viewers potentially

on advertisers site.

Vendors: Advertising.com, Blue

Lithium, Revenue Sciences,

Tacoda

Enterprise analyticsPurpose: Provide analysis tools

for creating dashboards and in-

depth analysis

Vendors: Business Objects and

Cognos plus WA vendors e.g.

Omniture Discover

Paid search optimisationPurpose: Serves relevant ads

based on content consumed and

audience profile. Also re-

targeting of ad viewers potentially

on advertisers site.

Vendors: Atlas Search, Efficient

Frontier, Google conversion

optimizer, Search Works

Marketing OptimisationPurpose: A hub to manage and

automate performance

improvements across customer

contacts of acquisition,

conversion and retention. Provide

integration with E-CRM systems

Vendors: Omniture, Web

Trends, Visual Sciences.


How refined is your SEM capability?


Analytics capability maturity


How refined is your site conversion optimization ?


How refined is your email marketing capability?


Why Use Digital Marketing?


p


•Digital marketing methodology is designed to drive company’s online success.

•We start by understanding what winning means to your business and where your current challenges lie.

•Our approach is customized to bring together the power of Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

Conclusion !


Thank You !

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Transcript of Digital Marketing Project, e-marketing Project, Internet Marketing Project