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

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Digital Marketing
Internet marketing is
achieving marketing
objectives through applying
digital technologies.
eMarketing is achieving
marketing objectives
through use of electronic
communications
technology.

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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

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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.
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Internet- Email, banner ads, dedicated websites, popup ads, sponsored content, paid keyword search,
podcasts, social networks, blogs, wikis, virtual worlds,
and RSS.

Mobile- SMS, mobile web, mobile applications, and

mobile video.

Digital Outdoors- Video digital display.

Interactive digital medium- Television Channels.

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Types of Digital marketing

Two different forms of digital marketing are:
Pull
Push
Internet marketing is achieving
marketing objectives through
applying digital technologies.

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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.

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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.
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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 consumers 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.
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Effect on Traditional Marketing

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Whos 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.

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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

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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

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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

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Brand Image and Exposure

Improving businesss 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

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Driving Incremental Revenue

Various marketing opportunities available

Advantages of each approach/tactics
Return on Investment for various approaches
Focusing in the right direction

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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

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Acquisition
SEO
SMO
PPC
Ads

Retention
CRM
Customer
Service
Facilities

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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

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Measuring Website 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

Conversion

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Measuring Website Conversion

Conversion
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Driving Incremental Traffic

New and Incremental
Customers
SEO
SMO
PPC
Banner Ads
Listings

Existing Customers
Email Campaign
Newsletter
Customer Service
Offers

Acquisition
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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
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New and Incremental Customers

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

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New and Incremental Customers

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
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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
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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
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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
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How well defined is your plan?

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How have you assessed your capabilities?

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Are our customers different now?

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Digital Marketing @ maestro

New Media, Old Habits!

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Media!
Source: Facebook suffers drop in users, TVNZ Feb 22, 2008 http://tvnz.co.nz/view/page/1318360/1596328

5% drop in the
number of UK
Facebook users
between December
and January

MySpace fall in
share from 23.14%
to 22.58%

Facebook's market share dropped from 18.36%

in December to 17.95% in January
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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

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Do you have the right team structure?

No perfect way to organise structure. A single team has benefit
theyre 100% digital, breathing digital, risk is there is disconnect
with offline world
Managing
Director

Operations
(incl service)

Buying &
merchandising

Customer
Acqusition

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Sales and
marketing
Director

Web
Sales

IT
Director

Sales or web
Analyst

Finance (& IT)

Director

Customer
Development

Search
engine
marketing

Customer
experience
& merchandising

Campaign
manager
(Email & DM)

Partner
marketing
& advertising

Content
& creative

Database
Executive

Digital Marketing
@ for
maestro
Example of team
structure
small-medium retailer

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Resources needed for

large digital team!
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How automated is your optimization?

Web analytics (WA)

Email Service Providers

Purpose: Analyse customer

website behaviour and marketing
outcomes related to referrer
segments
Vendors:Google Analytics,
Omniture,Visual Sciences,
Webtrends

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 personalisation

Marketing Optimisation

Purpose: Automated and rulesbased recommendations and

merchandising based on referrer,
products browsed and/or
customer data
Vendors: atg, Fredhopper,
Omniture Touch Clarity and
Wunderloop

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.

Website experimentation
Purpose: AB testing and
multivariate testing of alternative
pages and journeys
Vendors: Google website
Optimizer, Maxymiser,
Offermatica, Omniture and
Optimost

Enterprise analytics
Purpose: Provide analysis tools
for creating dashboards and indepth analysis
Vendors: Business Objects and
Cognos plus WA vendors e.g.
Omniture Discover

Ad tracking & optimisation

Behavioural ad targeting

Paid search 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
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plus WA vendors

Purpose: Serves relevant ads

based on content consumed and
audience profile. Also retargeting of ad viewers potentially
on advertisers site.
Vendors: Advertising.com, Blue
Lithium, Revenue Sciences,
Digital Marketing @ maestro
Tacoda

Purpose: Serves relevant ads

based on content consumed and
audience profile. Also retargeting of ad viewers potentially
on advertisers site.
Vendors: Atlas Search, Efficient
Frontier, Google conversion
optimizer, Search Works

How refined is your SEM capability?

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Analytics capability maturity

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How refined is your site conversion optimization ?

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How refined is your email marketing capability?

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Why Use Digital Marketing?

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Conclusion !
Digital marketing methodology is designed to drive
companys 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.

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Digital Marketing @ maestro

Thank You !

CONNECT WITH ME

manoharprasad01
Manohar Prasad (500+)

1/8/2013

Digital Marketing @ maestro

Manohar Prasad (2200+)