Welcome to Digital

Marketing
Chapter -2
Strategic Thinking- The need of a digital marketing strategy
Why you need a digital marketing strategy

• Because without one you’ll miss opportunities and lose business

• To understand how the constantly evolving digital marketplace

relates to you and how it affects the relationship between your
business your customers

• Without engagement and retention through digital channels

your business is at best missing a golden opportunity, your
competitor might cash this loophole and accelerate.
Why you need a digital marketing strategy

• Using digital channels you can transcend traditional constraints

like geography and time zones to connect with a much wider
audience.

• With the use of interactive/ technological mediums, connect

with consumers effectively. Example. 3D designs and displays.
Why you need a digital marketing strategy
Why you need a digital marketing strategy
Your business and digital marketing
The decision to choose digital marketing solely depends on
the nature of your business.

Some business might not be benefited from Digital :

• Traditional rural dairy industry

• Agricultural land business
• Transportation of livestock business

Reasons:
Due to fix clientele and target market.
Your business and digital marketing
Who can utilize and get benefits of digital world ?
As Basic as
• Work from home individuals.
Examples – housewives,

• Home made embroidered suits.

• Home made Confectionery business.
• Day –care Montessori
• Yoga Instructors
• Cooking experts
• Lifestyle/ home décor experts
• Beauticians
• Arts/ skills classes.
Your business and digital marketing
Examples:
Your business and digital marketing
Yes or No ?
Your business and digital marketing
Yes or No ?
Is my audience online or is it going to be online?
• Is your target market tech oriented.

• Do they make use of digital technology to research and

purchase the products and services you provide, Than YES !

• Keep in mind, the next generation of consumers will highly be

involved in digital interactions, If you fail to cater them.
They will divert to competitors.
Your business and digital marketing
Yes or No ?
Are my products, services or brands suited to digital marketing?

• Very basic, if nature of business being technology oriented

or digital then strong YES. Example: digital files, like e-books or music.

• Remember Consumers go online to research, evaluate/compare their choices.

They make purchasing decisions based on the quality of their online experience.

• Literally every type of business is going online now, including Machinery and
Watersports equipment's.
Your business and digital marketing
Yes or No ?
Defining your digital marketing strategy

• Basically every business needs to ‘bake’ its own unique

strategy based on its own particular set of circumstances.

• Unfortunately there is no ‘one size fits all’ strategy

• Different products, different markets, different needs –

different solutions.
Defining your digital marketing strategy
Laying strong digital foundations
Know your business
• Is your business ready to embrace digital marketing? (financial
resources)
• Do you have the right technology, skills and infrastructure in
place?

Know the competition

• Who are your main competitors in the digital marketplace?
• Are they the same as your offline competitors
• Evaluate their mistakes and successes.
• Your competitors can be global players, are you ready to face
them. Example. Daraz (Ali Baba Group ) vs TCS
Defining your digital marketing strategy
Laying strong digital foundations
Know your customers:
• Who are your customers and what do they want from you?
• How do the customers you’re targeting use digital technology
• What level of ease in technology your customers uses

Know what you want to achieve:

• Are you looking to generate online sales,
• create a source of targeted sales leads, improve your brand
awareness among online communities,
• all of the above or perhaps something completely different?
Defining your digital marketing strategy
Laying strong digital foundations
Know how you’re doing:

• The beauty of digital marketing is that, compared to many

forms of advertising, results are so much more measurable.

• How is your digital campaign progressing?

• Are certain digital channels delivering more traffic than others?

• Why is that? What about conversion rates? key performance
indicators (KPIs)
Defining your digital marketing strategy
The digital consumer revealed
As a marketer you need to understand people and their behavior because
consumer behavior is changing, and it’s changing because of the everyday
change in the nature of digital technology.

Anonymous You, Anonymous Consumer

• Understanding consumer psychic is very important.
• Customers have high expectations regardless of Online or traditional
buying.
• Online they demand instant gratification and a flawless customer
experience.
• You have to deliver, first time, every time. If you fail to engage, retain
and fulfil their expectations on demand, they’re gone.
Defining your digital marketing strategy
Key traits of the online consumer

• Digital consumers are increasingly comfortable with the medium

Regardless of the age demographics, internet users are widely becoming
Fast at using different online mediums and sources. Which means you as
A marketer have to deliver content fast and accurate.

• They want it all, and they want it now

• Users filter and scan different websites simultaneously
• Marketers and designers have to deliver the content up to date and on time.
• Make your response time fastest as possible.
Defining your digital marketing strategy
Key traits of the online consumer

They’re fickle: (consumers who quickly divert)

• Millions of offerings can make a consumer fickle.
• Compare brands literally on fingertips
• How you are doing globally and locally
• Complex decision making, can lead to tough time for marketers.

They’re vocal
• Online consumers talk to each other – a lot.
• peer reviews, blogs, social networks, online forums and communities
• Slight mistake and Word of mouth can lead to brand disengagement.
Defining your digital marketing strategy
Using influencers to help spread the word

• They consider themselves expert in certain areas (such as their work,

hobbies or interests).
• People often ask their advice about purchases in areas where they are
knowledgeable.
• When they encounter a new product they like they tend to recommend
it to friends.
• They have a large social circle and often refer people to one another
based on their interests.
• They are active online, using blogs, social networking sites, e-mail,
discussion groups, online community boards.
Defining your digital marketing strategy
Using influencers to help spread the word
Defining your digital marketing strategy
Using influencers to help spread the word
Defining your digital marketing strategy
Mind your Ps
Place
Internet is the sole point of connection for millions of users online.

Price
Very critical and sensitive issue in Online business.
Set a price which is just right, not too high not too low.
Low prices are highlighted and discussed by price comparison websites.
Competitive pricing.
Consumers get negative impressions from low prices offered on sites
( except sales/ discounts)
Defining your digital marketing strategy
Mind your Ps

Big online brands can play with the tactics of pricing strategy
Defining your digital marketing strategy
Mind your Ps
Defining your digital marketing strategy
Mind your Ps
Product
• This is what you have to offer – your unique value proposition to your
customers.

• If the Hedonic nature of the product is not convincing, no matter how

heavily you market it, it will lead to customer dissatisfaction.

• Remember! You Consumer will shout out to in the cyber market to the
extent of brand shutdown.
Defining your digital marketing strategy
Mind your Ps

Product example of Chinese manufactured Smart watch.

Defining your digital marketing strategy
Mind your Ps
Promotion

Your website:
• Your website is the hub of your digital world – and perhaps the most
important element in your whole digital marketing strategy.

• Ease of display and use is most important.

• Traffic generation should be the primary motive.

Defining your digital marketing strategy
Mind your Ps
Pay-per-click search advertising (PPC)
• Advertisers are businesses or individuals who use PPC in order to promote
their products and services.

• They pay the PPC network, (Adwords, Bing Ads, Facebook Ads) to display

their adverts on their network.

• Whenever a visitor clicks on their advert, they are charged money by the
network.
• Affordability of expensive words is a issue for smaller business
Defining your digital marketing strategy
Mind your Ps
• Affiliate marketing and strategic partnerships:
To partner with other organizations and websites in mutually beneficial
relationships to promote your products or services.

• Social networking
Powerful marketing opportunity, but one that can potentially offer highly
targeted advertising to niche social groups based on profile information they
volunteer through sites like Bebo, Facebook, MySpace and others.
Defining your digital marketing strategy
Mind your Ps
E-mail marketing
• The father of internet marketing.
• Much formal mode of communicating messages.
• Ideal for business and corporate clients.
• Limitation of interactivity

Customer relationship management

• Retaining existing customers and building mutually rewarding
relationships with them
• Digital technology sources like Facebook, blogs, YouTube content and
feedbacks.
Defining your digital marketing strategy
Mind your Ps
Customer relationship management

Old Spice – International Men’s day

Nivea – Thank you Mom !
End of Session.
THANK YOU