DIGITAL AMRKETING

PRESENATION
PRESENTED BY: MUSKAN CHHATTANI
ERA AGARWAL
PRATYUSH SAMANTHRAY
PANKAJ
KANIKA HOODA
1. Digital Era Revolution
1.1 What is digital era revolution?
1.2 history of digital era revolution
1.3 India’s Digital era revolution
1.4 Difference between digital era and traditional era
2. marketing development under digital era
2.1 Digital Marketing Strategies
2.2 how technologies affect marketing development and Case
studies
3. Digital marketing in India and its future scope
 DIGITAL
REVOLUTION
The Digital Revolution refers to the
advancement of technology from
analog electronic and mechanical
devices to the digital technology
available today.
● The Digital Revolution/ The Third
Industrial Revolution/ Information Era
HISTORY OF DIGITAL REVOLUTION
INDIA’S DIGITAL ERA REVOLUTION – Transitioning into a
digital economy
INDIA’S DIGITAL ERA REVOLUTION – Increase
in internet population

21
Percent of the Indian population access internet daily. In a hyper connected world, people are plugged
in 24*7, conversing in real time about everything from hyper-local issues to global developments. The
digital economy relies on this hyper-connectivity across personal and work lives.
India’s Digital Era Revolution
percent of the Internet user base spends up to 1/4th their waking hours on the Internet.

85
Proliferation of on-demand video content on mobile is overshadowing linear TV viewership.
Streaming mobile video content has seen exponential growth in the last two years on the back
of 4G connectivity and cheaper data plans. That video is driving data usage and Internet usage,
is no surprise. It is only a matter of time before the introduction of 5G delivers new and bigger
opportunities.

7+
6 to 7
5 to 6
Hours

4 to 5
3 to 4
2 to 3
1 to 2

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Percentage of population
Difference between digital era and traditional era
DIGITAL MARKETING STRATEGY
The most popularised digital marketing tactics nowadays
DIGITAL MARKETING STRATEGY
MARKETING

SALES

ADVERTISING

MEDIA
HOW TECHNOLOGIES AFFECT MARKETING DEVELOPMENT
ARTIFICIAL INTELLIGENCE
● In simple terms, artificial intelligence is nothing
but the development and efficiency of machines to
perform human tasks and that too with little room
for errors.
● The use of artificial intelligence is visible in
almost every industry. Businesses are now
leveraging its power to make AI driven processes
more efficient.
● When it comes to marketing, artificial
intelligence is helping companies gather more
insight into their audience by offering
recommendation engines, predictive search,
Chatbots, etc.
● Use of these technologies and tools are helping
companies offer a better experience to their users
and also market themselves better. AI is beneficial
for both businesses and their users.
CASE STUDY : Philips – AI in Clinics and hospitals

The Dutch-based technology company, Philips, is famous for their electronics: televisions, home appliances and
lights. However, they are also heavily involved in the consumer health and healthcare sector.
The Chief Innovation & Strategy Officer at Philips and very kindly took time out of his busy schedule to talk to AI
Business about how they are using artificial intelligence in the healthcare sector today, and how they plan to use
the new technology going forward.
With the clinical introduction of digital pathology, pioneered by Philips, it has become possible to implement
more efficient pathology diagnostic workflows.
This can help pathologists to streamline diagnostic processes, connect a team, even remotely, to enhance
competencies and maximise use of resources, unify patient data for informed decision-making, and gain new
insights by turning data into knowledge.
Philips is working with PathAI to build deep learning applications. By analysing massive pathology data sets, they
are developing algorithms aimed at supporting the detection of specific types of cancer and that inform
treatment decisions.
VIRTUAL REALITY

What is VR?
Virtual Reality (VR) is the use of computer technology to create a simulated environment.
How does VR technology involved in marketing?
VR solves a huge problems marketers have around engagement and awareness for the following
reasons:
● Immersive – users wearing a headset are completely immersed in the content meaning fewer
distractions and more attention on the message.
● Impactful – the intensity of a VR experience is greater than traditional media generating strong
emotions in its users which are linked to real behaviour change.
● Memorable – our brains are built to remember events linked to locations, this means that VR
experiences have a longer trace in the audience’s memory.
● Novel – with high media and public interest in VR early adopters can benefit from favourable media
exposure.
 VIRTUAL REALITY

Case Studies: Coca Cola (VR Marketing)

Last Christmas, Coca Cola created a virtual reality sleigh ride. Using Oculus Rift, thousand of people all over
Poland were immersed in this virtual world and were Santa Claus for a day! It is like a roller coaster ride but
you are Santa Claus flying over the country and into different villages. Coca-Cola is a major brand and they’ve
been experimenting with Virtual Reality for quite a while now. Coca-Cola is always striving to be new and
fresh and this was a perfect opportunity for them. This sleigh ride was a great way to show their modern
brand through the use of VR. It introduced people in Poland to virtual reality and help them better
experience the joy of Christmas.
What does VR Marketing Mean for Business?
It implies various things: another promoting platform, more internet business deals,
local business traffic, and distinctive methods for sharing content. Brand and
businesses have taken it to the next level by offering virtual reality experiences to their
users.
As indicated by Tech Crunch, long-term models of virtual reality will concentrate on the
following income centers:

● Enterprise/B2B
● Subscriptions
● Premium apps
● Mobile network voice
● Hardware sales
● In-app purchase
● Adspend
● Mobile network data
● eCommerce sales
CLOUD COMPUTING
Cloud computing has revolutionized data
storage. As the statistics reveal, the revenue
from the cloud computing sector is expected
to cross $411 billion by 2020.
● This figure is a great indicator of the
growth of cloud computing and how
businesses are leveraging it.
● Using the cloud can help small businesses
compete with the big dogs by saving a
company money, improving productivity, and
streamlining workflows.
● gain greater control of your digital assets
by using the cloud. Today’s savvy marketers
understand the impact that digital channels
have on potential customers, as well as the
importance of protecting those assets. That’s
where the cloud comes in.
 CLOUD COMPUTING
● The ability for members of a team to share, access and
manage data that is lying on a common cloud has enabled
them to communicate and collaborate with ease.
● For example, our digital marketing team uses cloud services
like G Drive to share information with our clients overseas.
● A team of graphic designer, a blogger and a developer
putting up in different parts of the world can easily
communicate with each other to deliver the best to the
clients/customers.
● Social media marketing like linkedin, facebook, Instagram,
etc.
 BIG DATA
How important is data to a business?
If the statistics are to be believed 44% marketers use big data to
improve their effectiveness. Businesses use the insights from the
data to know what the users are more inclined to, what they like
the most and what is it that does not interest the users at all. For
marketing organizations, big data is the fundamental
consequence of the new marketing landscape, born from the
digital world we now live in. By combining big data with an
integrated marketing management strategy, marketing
organizations can make a substantial impact in these key areas:
● Customer engagement – Big data can deliver insight into not
just who your customers are, but where they are, what they
want, how they want to be contacted and when.
● Customer retention and loyalty – Big data can help you discover
what influences customer loyalty and what keeps them coming
back again and again.
● Marketing optimization/performance – With big data, you can
determine the optimal marketing spend across multiple channels,
as well as continuously optimize marketing programs through
testing, measurement and analysis.
CASE STUDY – BIG DATA
INTERNET OF THINGS
 INETRNET OF THINGS
IoT is a network of physical devices, digital machines and other
objects that allow for a smooth transfer of data over the
network without any real-time interaction.

● The ways marketers will use IoT (mainly in a data-driven

marketing view) as follows:
○ Analyzing customer buying habit across the platforms
customers use.
○ More and previously unobtainable data regarding the ways
consumers interact with devices and products
○ Getting a better insight into the buying journey and in which
stage of it the customer is.
○ Real-time interactions, POS notifications and of course
targeted (and even fully contextual) ads.
○ The customer service field whereby issues can be quickly
resolved.
CASE STUDY – Heineken
1. How did Heineken leverage IoT in a Digital Marketing action?
2. ● In 2013, Heineken wanted to boost the number of visitants to
“Heineken Experience” the beer brand museum in Amsterdam with an
action true to the brand identity and driven by experiences.
3. ● With that purpose, Heineken placed GPS-enabled branded bottles
around Amsterdam city. These bottles were to be picked up by curious
tourists who would then start a treasure-hunt style tour through
Amsterdam that would ultimately get them to the Heineken Experience.

2. How did it work?

Heineken GPS Bottle breakdown – Mechanism
● When one of the GPS-enabled Heineken bottles was picked up, the
accelerometer it contained made it activate and vibrate. GPS connected
bottles to engage consumers in an enhanced cultural, historic journey
branded experience that ended into another branded experience as reward:
a welcome and a visit to the Heineken beer museum.
INDIA’S DIGITAL MARKETING TRENDS
GROWING TRENDING

India's rapid growth over the past decade An explosion of vernacular

has caught the world's attention, Today, content online
India has the fastest annual GDP growth Growth of voice search
rate in the world. As the global economy Videos and interactive content
slows, the slogan "World Slow, India Smarter interactive chatbots
Grow" makes people surprised about the AI for better audience targeting
rapid development of India. We believe UX and AMP for desktop
that in the next decade, India will enter a Growth of Programmatic
new golden age of development, more Advertising
different driving forces for consumption Decline in organic search and
will emerge, forming new consumer traffic
market structures. In such a new era, the Decline in organic reach on
trend of brand communication will Instagram
inevitably change.