MM 302 -Digital & Social

Media Marketing

Lec
tur
e: 1
2
 DIGITAL MARKETING CHANNELS

 Search Marketing (Intent-based) –

 Firms get to know top keywords
 Most credible medium to take customers from an intent to the consumption
stage in the least possible time
 SEM , SEO , PPC etc.
 DIGITAL MARKETING CHANNELS

 Display Advertising (Brand marketing) –

 Power to track all online customer actions and send targeted messages also
helps in retargeting.
 Adds the creative and immersive angle to communication channels
 Works on the premise that any webpage which attracts a decent no. of
visitors can put a section of it on sale for display ads matching the content/
context of the page.
 The chosen area on the webpage is called an inventory.
 A standard webpage holds not more than 3to 4 ad inventories that can be put
out o sale.
 Depending on size, placement and orientation there are several ad formats :
Leaderboard
Banner Ads
 DISPLAY AD SERVING MECHANISM
 Step A: The user accesses the web browser to arrive at a publisher’s website.

 Step B: The publishing web server sends back an HTML code that directs the browser to pick up
content and also the ad tag which will help serve the ad on the page.
 Step C: The ad tag served directs the browser to the publisher’s ad server which matches the most
profitable and relevant ad to be served. .
 Step D: Publishing ad server sends the specific ad tag to redirect to the marketer’s ad server.

 Step E: The ad tag hits the marketing server which gets the order to serve the ad to the site.

 Step F: The Content Distribution Network (CDN), finally, sends the content back to the site where
it gets displayed for the user to view it as an impression or click it further.
 Key Display Ecosystem Players

Developed by : IAB (Internet Advertising Bureau, an authority on digital advertising that develops industry standards for online advertising)
Mobile Display Ads - types
Mobile Display Ads - types
Mobile Display Ads - types
Mobile Display Ads - types
Mobile Display Ads - types
Mobile Display Ads - types
Mobile Display Ads - types
 DIGITAL MARKETING CHANNELS

 Content marketing –
 Its crucial to have strong online content for each campaign to be successful :

 Owned Content (Website, Blogs, webinars)

 Paid Content (Native Content- tweets, pinterest

articles)
 Viral content (Videos )
 DIGITAL MARKETING CHANNELS

 Social media marketing (community based) –

 Given the quick response and immediate word of mouth factor, the medium can help
develop brand trust and let consumers know that similar people also have a preference for
the product. The main purposes served :

a. Engagement (through dedicated pages)

b. Advertising (through native / content ads)
c. Provide Viral Platforms (through network efforts)
d. Idea/ Concept Testing (through crowd sourcing)
e. Customer feedback (through comments/ listening tools)
f. Learning Platforms (through gamification concepts)
 Social Media Platforms – Sum up
Type Objective Examples
Faceook, Twitter, LinkedIn,Goo
Social networks Connect with people
22
gle+
Share photos, videos, and other
Media sharing networks Instagram, Snapchat, YouTube
media
Discussion forums Share news and ideas Reddit, Quora, Digg
Bookmarking and content Discover, save, and share new
Pinterest, Flipboard
curation networks content
Yelp,  Zomato,  TripAdvisor,
Consumer review networks Find and review businesses Amazon Customer Reviews,
Pricedekho.com
Blogging and publishing WordPress, Tumblr, Medium,
Publish content online
networks Blogger, Scribd
Goodreads, Houzz, Last.fm,
Interest-based networks Share interests and hobbies
hello, indiafoodnetwork
Amazon, Snapdeal,
Social shopping networks Shop online
Flipkart,Pricedekho
Airbnb, Uber, Taskrabbit,
Sharing economy networks Trade goods and services
moneycrashers, 99acres, forbes
Anonymous social Whisper, Ask.fm, After School,
Communicate anonymously
networks digit
 DIGITAL MARKETING CHANNELS

 Partner marketing (affiliate marketing, sponsorships, PR) –

 Helps the overall IMC program reach out to customers with varied
interests
 Affiliate marketing is a type of performance-based marketing in which a
business rewards one or more affiliates for each visitor or customer brought
by the affiliate's own marketing efforts. Examples : review sites, comparison
sites and e-commerce sites.

 Public Relations in the online platform involves a brand sharing news

about their initiatives on other digital sites where it knows its audience will
reach or through agencies which will market this info to consumers either as
feeds, articles, or regular news releases.
 DIGITAL MARKETING CHANNELS

 Direct marketing –
 Options to pursue personal data for permission-based marketing,
wherein communications are guided by seeking customer
permissions rather than pushing the product
 Outbound Marketing (E-mail / SMS)
 Inbound Marketing (Customer service calls/ toll free
numbers)
 Response Marketing (User Comments/ Online Chats)
 DIGITAL MARKETING CHANNELS

 Platform-based marketing (includes using new

media platforms, devices and consumer interaction media
like gaming as vehicles for carrying marketing messages in
the digital format) –
 Possibilities to improve reach, extend branding, customised
interaction, all of which form the core of IMC exercise
 Device marketing (Google glass, wearable i-bands)
 Platform marketing (Kiosk marketing)
 Media Marketing (in game marketing- MMOW)
Mobile Ads
Media Marketing
Marketing Channels – Marketing Funnel