MM 302 -Digital & Social

Media Marketing

Lec
tur
e: 5
&6
Digital Marketing

- THE BASICS
Definition (IDM)

The management and execution of

marketing using electronic media
such as the web, email, interactive
TV, wireless media in conjunction
with digital data about customers’
characteristics and behavior.
 Benefits of Digital Marketing over Traditional forms
(for Sellers)

Audience Targeting
Cost Leverage
Actionable reporting
Location based messaging possible
Quicker Funnel movement
Multi-channel reach
Instant customer interaction
Reduces the selling cycle
Digital Marketing Process

THE ASCOR FRAMEWORK

 Digital Strategy Inclusion to Traditional Marketing

 Scenario 1 : Traditional brand with product/service well established

 Scenario 2 : Traditional brand with product/service not well established

 Scenario 3 : New product/service in market with brand to be developed.

 Macro Environmental Elements

Political

Economic

Socio-Cultural

Technological
 Micro Environmental Factors

Suppliers

Partners

Intermediaries

Customers
 Market Situation Analysis

Industry Analysis

 Market Segment Analysis

 Market Opportunity Analysis

Competition Analysis

 Category Analysis

 Brand Audit
 Digital Marketing – Internal Assessment

Analysing the present offerings mix

 STATE A – ( pure tangible good, generic brand name eg sugar,

steel, basic accessories)

 STATE B- (Tangible good + Related services eg Mobiles,

automobiles, furnitures etc)

 STATE C – (Hybrid Model –restaurants, hotels , Apple Samsung)

 STATE D - ( Major Service with Few goods-Google, microsoft)

 STATE E- ( Pure Services – spa, online teaching, consultations etc.)

 Extended Marketing mix - 8Ps

Product
Price
Place
Promotion
People
Process
Programs
Performance
 Understanding the STP Basics

Segmentation. Targeting. Positioning.

http://www.4cconsulting.com/uploadedImages/Management_consultancy/Intelligence_and_strategy/Segmentation.jpg
 SEGMENTATION

A market segment is basically a set of individuals

unique in some way or the other.

Sharing one or more common characteristics.

Having similar needs.

Responding to market conditions in the same
manner.

Have similar behavioral patterns.

May or may not be belonging
to the same community, group
or niche.

http://smallbusinesscompendium.com/files/orange-segmentation.jpg
 TARGETING

Selecting the target audience for whom your

product or service is meant to be, most likely
based on
Age group
Likes and dislikes
 Gender
Socio-economic factors
Geographic location

http://www.ingrealestate.com/images/INGRE_Investing_multimanager_selecting-best-in-class_pencils_tcm95-93356.jpg
 POSITIONING


It is what you do to the minds of your customer.

Positioning refers to the image your target audience
makes about your product or vis-à-vis your
competitors'.

It is all the more essential in today's setup, where literally
no sector is devoid of an oligopolistic setup.

Primary, and in most cases, the ONLY objective : To
highlight your product's USP in the most striking manner.

http://www.braxxon.co.uk/images_market_positioning/market_positioning.jpg
 INTERNAL RESOURCE MAPPING
Intellect
Resources
Human
Techno
logy
ual
Resourc
Input- Economi
Resour es (Brand Partner
c resourc
driven Capital, or
resource ces es
sources s (Employees (Informatio
Intellectu Interme
(materials, (Land, , n,
al diary
energy, Capital, Contractors communica Property , resource
natural
resources)
infrastructur , third tion, Patents, s
e)
parties) storage and
systems) trademar
ks)
 VRIN MODEL

(Barney, 1991)

 VALUABLE
 Rare
 Inimitable
 Non - Substitutable
 D SWOT Analysis

+ve -ve
Impact Impact

INTERNAL

S W

EXTERNAL O T
 Core Competencies Analysis

 A Core Competency is a bundle of skills that enable an organization to

provide particular benefits to customers.

 Three Test Theory :

 RELEVANCE

 DIFFICULTY OF IMITATION

 BREADTH OF APPLICATION

(Google’s - Search Accuracy, Design Simplicity, Querying Speed, Aesthetic Branding,

Guided Navigation Concept, Free Of Cost Services)

(APPLE’s – Product Innovation, User Experience, Technology Competence, Brand

Marketing, Premium Positioning)
 DIGITAL PRESENCE ANALYSIS MATRIX

Market Leader

DIGITAL LADDER DIGITAL LEADER

Market Standing.
w.r.t Competition

DIGITAL DIGITAL
LAGGARD LEVERAGE
New Launch/ Market
Laggard

Strong Digital Presence

Traditional Presence Only

Extent of Digital Presence

 Stakeholder Objectives

Sales (Revenues)
Unit Sales
ROI
Return Of Sales
Gross Profit
Profitability
Cost Reduction

Customer Objectives
Market Objectives
Awareness
Industry Leadership DIGITAL Acquisition
Segment Leadership MARKETING Conversion
Channel Leadership
Region-specific Leadership
OBJECTIVES Engagement
Retention
Product/Service Development Satisfaction
Technology Catch-up Service
Platform Catch-up

Competitive Objectives
Market share/ Mind Share Capture
Digital Presence Catch-up
Social Media Catch-up
Competitive parity and Leadership
across other areas like site usability,
design, offerings, promotions,
consumer sentiment, partnerships,
Investments.