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

DIGITAL MARKETING
Manohar 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

New and Incremental Customers
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 3
Ratio:
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 Providers
Purpose: 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 experimentation
Purpose: AB testing and
multivariate testing of alternative
pages and journeys
Vendors: Google website
Optimizer, Maxymiser,
Offermatica, Omniture and
Optimost
Website personalisation
Purpose: 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 & optimisation
Purpose: 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 targeting
Purpose: 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 analytics
Purpose: Provide analysis tools
for creating dashboards and in-
depth analysis
Vendors: Business Objects and
Cognos plus WA vendors e.g.
Omniture Discover
Paid search optimisation
Purpose: 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 Optimisation
Purpose: 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 !
CONNECT WITH ME
manoharprasad01
Manohar Prasad (500+)
Manohar Prasad (2200+)
Thank you!
Presentation By:
Manohar Prasad
www.tutorialvidya.com
12,000 + followers
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Email: manoharprasad01@gmail.com
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Digital Marketing Project, e-marketing Project, Internet Marketing Project

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