study on developing business and marketing strategies through digital marketing services
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Executive Summary
Introduction
Digital Marketing:
The promotion of products or brands via one or more forms of electronic media.
For example, advertising mediums that might be used as part of the digital
marketing strategy of a business could include promotional efforts made via the
Internet, social media, mobile phones and electronic billboards, as well as via
digital and television and radio channels.
Digital Marketing is a sub branch of traditional marketing and uses modern
digital channels for the placement of products e.g. downloadable music, and
primarily for communicating with stakeholders e.g. customers and investors
about brand, products and business progress. So digital marketing is about two
things access to your products and communication. Alex Ashley Roberts
The application of the Internet and related digital technologies in conjunction
with traditional communications to achieve marketing objectives. Chaffey.
Ultimately, Digital Marketing can be simply defined as: Achieving marketing
objectives through applying digital technologies. Chaffey
Digital marketing isnt just another new channel for marketing. On the contrary,
its a refreshingly new approach to marketing which offers a unique
understanding of consumer behaviour. Douglas Idugboe
Digital Marketing is an emerging marketing technique that makes use of
electronic devices such as personal computers, smart phones, cell phones,
tablets and game consoles. These devices help in engage 24X7 with customers.
Digital Marketing applies technologies or platforms such as websites, e-mails,
apps (classic and mobile), search engines and social networks. Search Engine
Optimization is a component of digital marketing.
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History:
Digital Marketing was introduced in1990s and from recent past onwards digital
marketing became more sophisticated as an effective way to create a
relationship with the consumers that has depth and relevance.
In last few years the idea of buying and selling has tremendously changed over
online. Today, companies, brands and personalities are using social media
techniques to reach out people. Such techniques are used by social media and
digital marketing agencies to gain website traffic or attention through various
social media sites. Social media platform is not only effective but is also relatively
inexpensive than other media. Here one gets a chance to interact, build
relationship and reputation for their brands. However, choosing the best social
media agency in India can be easy task now a day.
Digital marketing is often referred to as 'online marketing' or 'internet marketing'.
The term 'digital marketing' has grown in popularity over time. Now in India its
growth rate is increasing day by day.
Digital marketing market size in India is estimated to touch close to Rs 2,000 Crores in
the next two years from Rs 1,400 Crores now, say management experts.
In 2012 and 2013 statistics showed digital marketing remained a growing field.
Digital Marketing is a powerful engine in all business, regardless of their size. If
youre just getting started and would like to know more, download our
introduction to
Digital marketing eBooks which takes you through the basics of digital marketing,
Explains how it fits into marketing and how you can use it to develop your brand
an Increase sales.
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Essentially, Digital Marketing is the utilization of the Internet in order to reach the
desired target market, via some of the following channels:
Social Media (Facebook, Twitter).
Websites/Blogs (WordPress.com).
Multimedia Advertising (YouTube.com).
Online/Search Engine Adverting (Google AdWords, SEO).
Email Marketing.
Digital Marketing includes these services.
Online Marketing:
Website Optimization
Search Engine Optimization
Video Search Engine Optimization
Social Media Optimization
Search Engine Marketing
Blogs & Forums
Online Display Advertising
Email Marketing:
QR codes
Mobile Marketing:
Messaging (SMS & MMS)
Mobile Internet
Mobile Apps
App Advertising
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Radio Marketing:
Radio Advertising
Podcasts
Interviews
Sponsorships
TV Marketing:
TV Advertising
Sponsorship
Product Placement
Interviews
EMedia Marketing:
Video, audio and content delivered via electronic devices
Types of Digital Marketing:
Two different forms of digital marketing exist
In pull digital marketing, the consumer actively seeks the marketing content,
often via web searches or opening an email, text message or web feed Websites,
blogs and streaming media (audio and video) are examples of pull digital
marketing. In each of these, users have to navigate to the website to view the
content. Only current web browser technology is required to maintain static
contents. Search engine optimization is one tactic used to increase activity. In
2003, Martin et al found that consumers prefer special sales and new product
information, whereas "interesting" content was not useful.
In push digital marketing the marketer sends a message without the recipient
actively seeking the content, such as display advertising on websites and news
blogs. Email, text messaging and feeds can also be classed as push digital
marketing when the recipient has not actively sought the marketing message.
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Some of the latest developments include:
1. Segmentation: more focus has been placed on segmentation within digital
marketing, in order to target specific markets in both business to business and
business to consumer sectors.
2. Influencer marketing: Important nodes are identified within related
communities, known as influencers. This is becoming an important concept in
digital targeting. It is possible to reach influencers via paid advertising, such as
Facebook or Google AdSense campaigns, or through sophisticated SCRM
(social customer relationship management) software, such as Microsoft
Dynamics and Sales force CRM. Many universities now focus, at Masters Level,
on engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively
seeking marketing content while Push digital marketing occurs when marketers
send messages without that content being actively sought by the recipients.
About Prodmetrics:
Prodmetrics has born on February 2012 with a team of and it provides
Marketing and Strategy Planning Consultancy, apart from this Digital Marketing is
the main tool for running their business.
Prodmetrics is a pioneering company for Digital marketing services and
Branding. Prodmetrics reputation in the market is built on its quality driven
services and Process Derived Metrics.
There is a revolutionary shift in how people started to connect with brands,
products and services. Prodmetrics recognized the importance of the Branding
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and Internet marketing for thriving in the digital revolution and gaining the extra
edge to be the best in the market.
The success of Prodmetrics team was built on four basic principles of Digital
Marketing service. They are listening, planning, analyzing and optimizing. The
passionate team of enthusiasts at Prodmetrics worked with Global brands from
diversified sectors. This experience enabled them to grasp multiple patterns of
digital trends to set up quality standards in Prodmetrics services.
Prodmetrics has grown strength to strength in providing comprehensive IT
solutions (product/App development) and Mobile App developments only to
further enhance the support mechanism for the business development.
Objectives:
To Study the scope of Digital Marketing in current business environment.
To Study the Importance of Content Marketing in Creating Brand
Awareness through Digital Marketing.
To study the Business Development Process adopted by Prodmetrics for
Digital Marketing services offered to clients.
Significance of the Study:
This study is important for the company as well as for the industry; it helps for the
organization to restructure new marketing strategies to approach new and
potential customers to get attracted towards SEO service in Digital Marketing.
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Moreover customers can have long term business relationship with the
organization.
How My Study Helps The Organization?
My study helps the organization to explore all the Digital Marketing Services and
new ways of Marketing to reach the new and potential customers and get
business to the organization. Clients may also refer Prodmetrics as a potential
and trustworthy company and get more business from new customers.
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PART 1
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Chapter-1
The Organization A Birds View
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PRODMETRICS IT SERVICES
History:
Prodmetrics is established in Feb, 2012 by a team of young and enthusiastic Digital
Marketing Experts. Prodmetrics is named by Ms. Rajya Lakshmi, Managing Director.
Where PROD means Push and METRICS means trends or statistics. Cumulatively it
represents pushing the metrics of a company online by Planning, Marketing and
Strategy building.
The company offers integrated Internet marketing services. Planning, Marketing
& Strategy development and Brand building are the main services, which the
company offers. Starting from Web Designing and Development, the experts at
this company plan and design a route map to develop and create a great online
presence for their clients. They create and execute Integrate Digital Marketing
plans for their clients. The majority of the clients are business clients.
The success of Prodmetrics team was built on four basic principles of Digital
Marketing service. They are listening, planning, analyzing and optimizing. The
passionate team of enthusiasts at Prodmetrics worked with Global brands from
diversified sectors. This experience enabled them to grasp multiple patterns of
digital trends to set up quality standards in Prodmetrics services. Prodmetrics
has grown strength to strength in providing comprehensive IT solutions
(product/App development) and Mobile App developments only to further
enhance the support mechanism for the business development.
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The core Business:
The Core Business of Prodmetrics is to offer Planning, Marketing & Brand building
services to their clients. The core business process is strengthened by the effective
business model and business plan & execution. The process is a multi stage, where the
experts from diversified sectors in the industry are constituted by their broad experience
in different stages of the process. Integration of specific skills and technologies is
another important part of achieving excellence at business.
Business model:
At Prodmetrics, we practice a simple business model where we approach our
potential clients with respect to no geographical limits. Either through offline or in
other cases, if the client is in online, we follow him/her through online channels
and create business for the enterprise. There are a series of steps that we follow
offline to achieve business.
Offline Model:
a) Data mining
b) Data analysis
c) Filtering the data
d) Cold call
e) Appointment
f) Business proposal
g) Deal
h) Execution
i) Monitoring
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Online Model:
a) Applying for job
b) Opportunity from perspective client
c) Business proposal approach
d) Communication
e) Business deal
f) Execution
g) Monitoring
h) Appreciation
.
The Organization structure:
The organizational structure of Prodmetrics is more of a Team structure than a
Pre-bureaucratic structure. Though the structure is totally centralized, but
individual competencies are synergized to achieve newer dimensions. The
companys strategic leader makes all key decisions and most communication is
done by one on one conversations. This is particularly useful as it enables the
Strategy level authorities to control growth and development.
Administrative, Business Development & Operations are the three important
departments that constitute in executing companys strategic decisions for overall
growth and development. Whereas each department is responsible for its
function and achieving short term and long term periodic objectives.
Administrative department holds the overall administration of the company.
Human Resource is an integrated part of administrative department. Business
development is responsible for all kinds of business, marketing and development
activities. Department of Operations is responsible for executing the technical
and management objectives.
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The Organizational Structure of Prodmetrics
Fig. 1.1.
The Functions:
Organization functions as the glue that holds all the pieces of the business
together in pursuit of one ultimate goal success. Linda Ray, Author &
Journalist.
At Prodmetrics, the various factors of functions are the Flow, Communication,
Financial Accountability and Leadership.
Work Flow:
It is a process to complete each job and provide the clients with invoices.
Organization is a key to maintaining the proper flow of work from start to finish.
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At Prodmetrics, the flow to the work is equally planned & maintained from both
the ends. Start to finish and from finish to a new start. It is even clear at most
Complex situations, where the company under goes a huge series of parallel
objectives that needed to be finished in the proposed time.
Communication:
Company has developed a chain of command to ensure that communication
flows properly to everyone who needs to be involved in the companys decision
or policy implementation. Communication is maintained through all the available
channels starting from paper based to technology based channels. Every single
step is reported to the reporting authorities from all levels of employees. Internet
and Tele communication is widely used.
Business Development The Customers:
The customers are the clients. Where the clients are from both ends. That is B2B
and B2C type of business environments. There is specific segregation of clients
based upon their urge of requirement. The company stands on a client strategy
which clearly defines the potential customers based on their urge of requirement
for Digital Marketing Services. They can be considered accordingly
i) Rich
ii) Middle
iii) Poor
Rich Clients:
Rich Customers are the one that have the maximum levels of urge to do
online promotional campaigns for their business. Those who are in need to
create brand for their products. These clients are normally willing to pay high.
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Few of them are: E- Commerce clients, Start ups, etc.
Middle level Clients:
Middle level clients are basically having some sort of online or external
presence. But to accommodate both types of promotions, middle level clients
takes online marketing far to create their online presence too as well.
Example, FMCG companies, Manufacturing firms, etc.
Poor level Clients:
Those who have enough branding in the market place, and doesnt need
the digital marketing campaigns for promotional events.
Example: All the large & highly established companies.
Marketing:
At Prodmetrics, It is a B2B channel where there is High risk, large transactions,
diverse channels, multiple stakeholders, tough negotiations, strategic alliances,
intensive relationship building. The challenges of B2B marketing could not be
more complex. And they are changing all the time.
Economies of Scale:
Economies of scale are the cost advantages that enterprises obtain due
to size, output, or scale of operation, with cost per unit of output generally
decreasing with increasing scale as fixed costs are spread out over more units of
output.
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At Prodmetrics, the advantage of costs is merely identified at the workflow.
This can be obtained through the transparency of the business model. Cross
functioning of the departments reduces the operational costs.
The Growth & Competition:
According to IAMAI report, 2013, Digital Marketing Industry in India is going to
witness a rapid growth from the current 5% to 35% of Market Share in the next 5
years. The rate at which, firms spending in digital marketing is escalating with the
increasing rate of internet users in India. This is an ever increasing opportunity
for the digital marketing service providers.
Prodmetrics as a pioneering Digital Marketing company has its own unique
marketing procedure, which attracts new clients by turning existing clients to
loyal. The company is focused in overall growth of the company.
There are many companies that provide same type of services such as SEO,
SEM, and SMM combined with business development and integrated website
design & development etc., but the product differentiation varies from every
company.
The Company Operations:
Company Operations refers to all the aspects within the business that makes it
function and operate on a daily basis. There are many functions of operations.
The main operations are Product development, Marketing & promotions,
Budgeting & Cash flow.
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Product Development:
At Prodmetrics, the products are the Digital Marketing Services. Prodmetrics
owns a sophisticated IT infrastructure backed with source technologies that meet
all the requirements in planning, designing and developing a service. Prodmetrics
has a rich technical employee base in different parts of the world, who works
virtually for the company. The services that we offer are Integrated digital
Marketing Services. Where the core business is Planning, Designing, Brand
Building and Marketing strategy development.
Product Mix:
At Prodmetrics, the products are the Digital Marketing Services.
Product Width:
The width of the Products is two. Since, Prodmetrics provides Digital marketing
and Web Designing & Development services.
Product Length:
Digital marketing services
Web Design/Development services
Product Depth:
Digital marketing
Search Engine Optimization,
Search Engine Marketing
Digital Marketing.
Bootstrapping,
Link building,
Affiliate Marketing,
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Social Bookmarking.
Web Design/Development
Word press,
Joomla,
Drupal,
HTML/HTML5,
CSS/CSS3, and
Adobe Photoshop.
Marketing & Promotion:
At Prodmetrics, we practice two types of marketing strategies. The marketing
department functions on the basis of marketing strategies as followed.
I) Push Strategy
II) Pull Strategy
I) Push Strategy:
In Push Strategy, we derive our marketing plans based on the channels. We
promote our brand through online and offline. Our goal is to create strong
online presence.
How do we promote online?
At Prodmetrics, we plan our marketing strategy online in an effective process
that we believe. The entire process undergoes a series of steps.
They are simple yet highly effective.
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Initially we do research on our target audience, perform Data Mining & Data
Analysis. This is how we collect valid information.
Steps for marketing online:
a) We develop a responsive and effective website.
b) Perform SEO
c) Build Key words for the website and market them through Search Engine
Marketing.
d) Promote our existence in the sense of creating brand in all the available
Digital Marketing & Networking platforms.
This is how we communicate to our prospective clients through online.
How do we promote offline?
We identify our prospective clients through Data Mining & Analysis and do the
following steps in order to promote our brand offline.
j) Data mining
k) Data analysis
l) Cold calling
m) Appointment
n) Business proposal
II) Pull Strategy:
In Pull Strategy, this can only be done through online platforms. This is how we
do business. In Pull Strategy, we communicate by content marketing. This is
how, the prospective clients approaches us to make deal.
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Chapter -2
The Industry Analysis
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DIGITAL MARKETING
2.1. Industry dominant economic features:
Money spent on Digital Media & Marketing:
The online advertising market in India is projected to reach Rs 2,938 Crore
by March 2014, according to the findings of Digital Advertising in India
report, by the Internet and Mobile Association of India (IAMAI) and IMRB
International.
The online advertising market in India, comprising search, display, mobile,
Digital Marketing, email and video advertising, which was valued at Rs
1,750 Crore in March, 2012 has grown by 29% over the previous year to
reach Rs 2,260 Crore by March, 2013.
As in 2012, search and display advertising continued to form a large
portion of the overall pie in FY 2012-2013. However, their percentage
share has declined somewhat owing to the rise in the mobile, Digital
Marketing and video advertising.
Even though traditional media like television and newspapers still remain
the preferred media for seeking information and entertainment and hog
more than 80% of the advertising market in India, the Internet has been
steadily increasing its share of the advertising pie.
Spends on digital media have steadily increased from just over 1% of
total Indian advertising spend in the year 2005 to nearly 7% in 2012.
The report finds that by March 2013, search advertising constituted about
38% of the total online advertising spend, translating to about Rs 850
Crore while display advertising forms a sizeable 29% (Rs 662 Crore).
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Advertisements on mobile phones and tablets have grown from a 7%
share in FY 2011-2012 to 10% of the Indian online ad market in FY 2012-
2013, totaling to spend of around Rs 230 Crore.
Digital Marketing, email and video advertising constitute 13% (Rs 300
Crore), 3% (Rs 68 Crore) and 7% (Rs150 Crore) of the online advertising
market, respectively.
The BFSI, travel and automobile sectors continue to be the top 3 spenders
in online advertising. Increased spending by e-commerce players has
been one of the highlights of the online advertising industry in FY 2011-12.
Their share of spends is estimated to decline in 2012-13.
Percentage of Marketing Budget spent on Digital Marketing in India:
Chart. 2.1
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On Digital Marketing Ads:
Total Spend of INR 175 Crore in FY2012
Total Spend of INR 300 Crore in FY2013
Below are some of the campaign goals of Digital Marketing Ads:
Contextual Advertisements
Engagement with users through Company Fan pages
Face book leads Digital Marketing Revenue charts
LinkedIn Ads Most Effective
Search advertising constitutes about 40% of the online advertising market and is
an important component of marketing campaigns aimed at customer acquisition.
Companies belonging to various verticals continue to invest in search advertising
owing to its cost effectiveness. As seen in the adjacent graph, SEM i.e. buying
or bidding for AdWords forms the majority of Search ad budget. About 85% of
search spend is in terms of SEM which is about INR 723 Crores, as compared to
INR 128 Crores for SEO.
Search Ad Spends (FY2012-13) INR 850 Crores (Source: IMRB international)
2.2. Porters Five Forces:
According to Rob Eleveld, Evangelist of Digital Marketing & Ecosystem,
The evolution of digital marketing agencies and the overall online marketing
sector is a conversation that demands attention. The world of digital marketing is
moving so fast that we should expect to see an increasing number of B2B
marketers who want an agency regardless of which inbound marketing software
provider they use.
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The average marketing team simply cannot keep up with, nor do they
have the expertise in, the number of digital channels and cross-channel
campaigns available to them. It is inevitable that marketers will need a service
partner to help them prioritize resources and efforts, along with providing
specialized channel expertise. In fact, the market demand is so large that we
predict the digital marketing agency segment to double in the next three years.
The more we study the market, however, the longer we see the tail growing,
especially for small, local and metro-area agencies. So while the big guys like
WPP and Publics will see their share of growth, a more interesting phenomenon
is the massive growth in the digital marketing agency tail, meaning the smaller,
more local agency. An academic framework below helps explain why.
Porters Five Forces Quick Overview:
Porter's Five Forces Analysis is a framework for industry analysis and business
strategy development formed by Michael E. Porter of Harvard Business School in
1979. Industry attractiveness in the Porter context refers to the overall industry
profitability. An "unattractive" industry is one in which the combination of these
five forces acts to drive down overall profitability.
Porters model includes five forces we will glance at briefly:
Threat of new competition
Threat of substitute products or services
Bargaining power of customers
Bargaining power of suppliers
Intensity of competitive rivalry
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Using this model, companies can analyze the attractiveness of an industry
and determine if they can get a favourable (above normal) return if they decide to
step into that market. Lets take a look below at the incentives and opportunities
to step into the digital agency market based on this framework.
Threat of new competition low barrier to entry:
A profitable market will attract new entrants that will eventually saturate
the market, cutting prices and making the profit margins low to minimal. Barriers
to entry like technology and setup costs, will limit entries to the market extending
its future profitability.
As the Internet has become universal, it does not only increase
readerships for news publishers but also creates a huge threat of new entrants
for them. In other words, online news publishing has very high threat of entrants,
because of fairly low capital requirement, and easy access to distribution
channels. Electronic publishing cut the cost for ink, paper, printing and delivery.
Consequently, the industry does not require the strong capital.
In terms of both the business models, Digital Marketing has almost
negligible entry barriers which come with economies of scale which provides new
entrants an opportunity to analyze the market properly. In B2B model, agencies
initially have to face low buyer loyalty, shift in focus during the process if model
fails to sustain but it also comes with advantages like low initial investments in
starting the agencies and price-performance decision powers and adaptability by
reducing both according to the clients budgets which also means that a new
entrant can also challenge an established player with a proper strategic planning
on the basis of costs. Lack of knowledge or talent or experience can prove to be
set back though which can directly affect the reputation in the industry. Low entry
barriers also indicate low exit barriers for those who accept B2B as their business
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Model. Digital Marketing represents a proper mix of opportunities for new
entrants into the industry.
One of the largest barriers to entry in the digital marketing world is account
control and executive relationships. Very few agencies can undertake the cost
and time to break into a Fortune 1000 client like P&G or Ford, where the large
incumbent agencies already have many relationships and internal referral
business. At the same time, few agencies have the scale to execute massive
campaigns for Fortune 1000 clients even if they could win the business. So the
threat of new competition at the high end seems small.
Head down market, to a mid-size enterprise in $25m-250m revenue
range, and a different dynamic appears. The big agencies have too high a cost
structure in billing rates due to their size and overhead to be competitive in this
arena. They also lack all the client relationships to the many regional businesses
in this market. So a large opportunity exists for new competition. In the local
metro areas, small owner-operator agencies with local contacts in small family
owned businesses see the same opportunity in the hyper-local markets.
The low cost strategy of entry is contributing to the rapid expansion of digital
marketing agencies; start print a business card, put up a WordPress site and
ready to go.
Overall, according to Mullins (2008), the entry is more difficult if the
industry has strong capital requirement and gaining distribution is particularly
difficult. This leads to the fact that the barriers to enter online citizen journalism
are low, or the threat of entrants is moderately high.
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Threat of substitute products or services software is a complement, not a
substitute:
Substitutes are defined as alternative product types that perform
essentially the same function (Mullins, Walker, & Boyd, 2008). They might
appear to be different but not as substitutes meet the same customer's needs but
in a different way.
Unlike competitors, substitutes are products outside of the industry that
can substitute for the need of your services and by that reducing the overall size
of the market. The threat of substitute products in news market space is
particularly high. The extent of the threat of substitute products depends on the
price and performances of the product and its substitute, cost to switch from the
one product to another, as well as the customers loyalty to the product.
Substitutes are fairly self-explanatory. Again they can be considered in
terms of competition and other online marketing options available in the market
for example Search Engine Optimization and Search Engine Marketing. But
second option cannot be considered as an entire switch as Digital Marketing is
much cheaper, effective, and quick as it takes less time to establish than Search
Engine Optimization or Search Engine Marketing.
In terms of competition, it is very vulnerable as clients tend to sacrifice the
performance for lower price or increase the performance for higher price. This
makes the trade-off in this industry more complex as Digital Marketing is
governed by the skills and experience which changes the perception of whole
industry pertaining to the buyers.
The emergence of marketing software can be considered as a threat of
substitution to the digital marketing agency, but that would be a mistake. Agency
clients feel the need for advice, expertise, and execution assistance as digital
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channels proliferate regardless of whether or not they have inbound marketing
software in-house. Therefore, as the digital marketing world expands so will the
digital marketing agency market.
Ultimately, inbound marketing software is a complementary product that
helps increase the pie by providing a platform on which to train new hires with
less experience, standardize service delivery, and deliver consistent reporting
metrics to clients and more.
Bargaining power of customers the tail grows longer:
The buyers succeed in their bargaining efforts under the conditions of
high level of competition and great availability of substitute products. Bargaining
power is determined by the ability of the buyers to put pressure on digital
agencies. The bargaining power of customers is influenced by the ratio between
the number of firms and the number of buyers (supply and demand).
As more and more money is being invested in digital marketing, budgets
inherently are under greater scrutiny. Customers engage with their professional
purchasing organizations with more heavy-handed negotiating tactics.
Consequently, campaign reviews become more ROI-based and metric-focused.
When this happens, the cost structure of the large agencies and their associated
high, billable rates to support huge campaigns, premium services and account
control at P&G and Ford becomes a barrier to move down market. Therefore the
mid-market, including local businesses, begins looking at more cost competitive
agencies, which provide more bang for the buck for their business size.
As the availability of smaller agencies grows, the effect of increased
bargaining power is not so much about pushing down the profitability of the
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market than it is pushing out the agency market tail to service smaller companies
with less overhead costs and leaner cost structures in local markets.
Digital Marketing Industry has a huge impact on buyers; as an end user of
the product, in terms of purchasing decisions only as main motive behind this is
brand positioning. Having said that, buyer still possesses significant amount of
control as industry has got great exposure which provides number options. In
business models, types of buyers differ from organization to organization. If an
organization is promoting itself on different platforms of Digital Marketing, then
its the end user of their product i.e. customer and if an organizations is working
as an agency which promotes other brands on Digital Marketing platforms, then
those organizations are their buyers. For those who operate on their own by
acquiring proper amount of resources for Digital Marketing, often have to look out
for the proper content management strategies and communication channels as
industry provides huge exposure with word-of-mouth which is extremely viral on
all social platforms and can turn business upside down.
Considering business-to-business model agencies tend to compete on
price than on performance as we have seen. Theres also an added complication
of buyers looking to manage Digital Marketing into existing budgets again, lead
by price and not necessarily by performance; as well as the perception that its
easy to switch from agency to agency. The opportunity for the industry will come
when it matures and agencies spread across the price-performance brackets we
have seen.
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Bargaining power of suppliers unorganized suppliers:
Suppliers in the Digital Marketing industry are content providers, software
providers, web hosts and web maintenance vendors. The bargaining power of
them is not significant. Similar to the bargaining power of the customers,
suppliers have the ability to put pressure on firms in the industry with increased
cost for materials, high switching costs and over-reliability on specific suppliers or
distribution channels.
But in an industry that relies heavily on labour, the primary suppliers are
employees themselves. Given the job market since 2008, many folks are just
happy to have a job. Therefore few people are secure enough to negotiate with
their employers about increased pay and benefits.
Supply is an issue in terms of knowledge and experience which faces
bottleneck. Those who have experience can provide confidence to their clients or
the upper management in respective business models but those without
experience present greater risk in an industry which is already has been looked
upon as risky so experience becomes exponential while inexperience struggles.
This can be claimed as one of the part of vicious circle where
price/performance trade-off takes place. Being a new industry, only time can
present itself with the opportunities in terms of supplies for both the industry and
organizations.
Intensity of competitive rivalry going local:
Rivalry occurs among the firms that produce products that are close
substitutes for each other (Mullins, Walker & Boyd, 2008). Said to be the
determining factor of the overall competitiveness of the industry, the intensity of
competitive rivalry is influenced by the strength of the major players in the
market, the levels of competitive advantages and the market potential.
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At the high end of the market, the competition for Fortune 500 accounts is
especially fierce because the prize, or market potential, is so large. This same
level of competition is not nearly as apparent neither in the mid-sized enterprise
nor in the small business market where the individual prize for any given account
is relatively small. Also, the digital marketing agency ecosystem is local and
relationship-based like many services industries even though the Internet has
made physical location somewhat irrelevant.
Clients still like to have a face they can talk to, meet for coffee and
periodically meet in-person. Additionally, since the market is highly fragmented
and tiered (small agencies treat small businesses, big agencies treat big
companies), no distinct leaders have emerged, and the market share is
distributed.
With a localized market, no true leader and highly fragmented industry, the
intensity of competitive rivalry in the segments below Fortune 1000 remains quite
low. This encourages many large agency veterans to break out and start their
own shop.
Furthermore, with the Internet, the threat from existing competitors
increases since price comparison is more readily possible. And the Internet
facilitates the rival e-business with easy innovation and new product
development. These reasons make the rivalry more intense.
Digital Marketing Agency Growth Will Be Concentrated Most in the Tail:
The framework of the Porter Analysis leads to a simple conclusion we are
seeing daily in the marketplace. The demand for digital marketing agency
services is extremely large, while the barriers to entry are low for target clients in
the small and mid enterprise sectors.
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We've seen an exponential rise in the overall digital agency industry, but
that growth will continue to be concentrated in the long tail of small agencies. Will
there be a consolidation and bundling of services through marketing software,
acquisitions and new technology, or will this market continue to be fragmented
and tiered? Only time will tell.
.
2.3. Summary of Collective Attractiveness of the Industry:
From the analysis we can conclude that Digital Marketing is a very
vulnerable, but effective and efficient industry which has potential to influence the
community in many ways. It can also be stated as unattractive industry by
Porters five force model but that could remain only in theories as it has
presented a great opportunity in terms of information, employment, and
marketing and will mature given a chance and adequate time.
Digital Marketing has revolutionized the marketing segment of many
business models in different ways, where if optimized properly can help
businesses to flourish. It is not difficult but can get tricky so every marketer must
make proper moves. It can be the quickest, simplest yet powerful platform for
business to establish itself in the market and lot of big brands from almost every
sectors of other industries like Mahindra from automobiles, Starbucks or Caf
Coffee Day from food and beverages industry, Reliance, Airtel, Vodafone from
telecom industry, lot of international magazines like Maxim from fashion industry
or Mashable from technology and advertising industry and many others have
realized the power of Digital Marketing and have started utilizing it and the
amount of response they have received is huge.
From all these activities we can predict Digital Marketings future to be
attractive not only in terms of community but also in terms businesses as well.
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2.4. Drivers for Change in the Broad Environment:
Spends on digital media have steadily increased from over 1% of total
Indian advertising spend in the year 2005 to nearly 7% in 2012. The online
advertising market in India, comprising search, display, mobile, social media,
email and video advertising. It was valued at Rs 2,260 Crores * (22,600 million)
in March, 2013
IAMAI report on Online Advertising, 2013, representing the growth of market
.
Chart. 2.2
2.4.1. Long term Growth Rate of Digital Marketing:
According to IAMAI, The total digital advertising market in India,
comprising search, display, mobile, social media, email and video advertising
was valued at INR 1,750 Crores in FY 2011-12 and has grown to INR 2,260
Crores in year FY2012-13.
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It is projected that by FY2013-2014, the size of the digital advertising
market in India will be INR 2,938 Crores. On an average, the online ad market
have been growing at 40% year-on-year basis from FY 2010-2011 to FY 2013-
2014.The graph below showcases the growth trend in the online advertising
market in India.
2.4.2. Market Size and Growth:
In 2012-2013, search advertising constituted about 38% of the total online
advertising spend, translating to about INR 850 Crores while display advertising
will form a sizeable 29% (INR 662 Crores). Advertisements on mobile phones
and tablets grew from a 7% share in 2011-2012 to 10% of the Indian online ad
market in 2012- 2013, totaling to spend of around INR 230 Crores. Social media,
email and video advertising constitute 13% (INR 300 Crores), 3% (INR 68
Crores) and 7% (INR 150 Crores) of the online advertising market, respectively.
Source: IMRB International
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Total Online Ad Spend (FY 2011-2012) INR 1,750 Crores
Chart. 2.3
2.4.3. Convergence - SEO, Digital Marketing, and Content Marketing:
Changes in the industry and with the search engines (a.k.a., Google)
represent the convergence of search and Digital Marketing, data and
personalization, strategy and tactics.
The increased prominence placed on Digital Marketing content, seeding,
and sharing (Digital Marketing optimization) has meant social signals are now a
standard part of any search optimization techniques. The convergence of SEO
and Digital Marketing has really meant that change is no longer imminent, but
upon us.
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A new breed of inbound marketers aim to take advantage of the
convergence of Digital Marketing, SEO, and content marketing, according to
the Marketing Sherpa 2012 Search Marketing Benchmark Report - SEO Edition:
60% plan to increase their Digital Marketing budgets.
60% plan increases in landing page optimization.
57% plan increases in SEO.
41% plan increases in content marketing.
Change is the Convergence of Digital Marketing:
Google Search Plus Your World is, in its own words, bringing your world,
rich with people and information, into search and while many argue the case for
a level playing field and the inclusion of Facebook and Twitter data the fact
remains that it has an impact on how SEOs work and collaborate with their peers
in Digital Marketing and content marketing as well as with their clients.
Not only do Googles recent changes typify the convergence of SEO and
Digital Marketing, it also changes the way in which SEO and Digital Marketing
people plan to work together as increasing prominence is given to quality content
from Digital Marketing sources and new influences on rankings.
2.4.4. Advertising online:
Display and search ads are the dominant online ad types today in India.
Display and search advertising continue to dominate the market but other ad
types are showing explosive growth albeit on a lower base. Spends on mobile
advertising have doubled from INR 115 Crore in FY 2011-12 to INR 230 Crore in
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FY 2012-13, primary reasons being the proliferation of mobile phones in India,
enhanced mobile Internet connectivity and increased need for customer
engagement.
Spends on social media and video advertising also show 71% growth y-o-
y. The graph below highlights the growth in the various online ad types over the
last three financial years (Source: IMRB International).
Since 2010, spends in Search Ads have grown from INR 493 Crores in FY
2010-2011 to INR 850 Crores in FY 2012-2013, with an average growth of 38%
year on year. After experiencing almost 7% growth in FY 2011-2012, spends on
display advertising have shown a comparatively modest growth rate of 11%,
bringing it to about INR 662 Crores in FY 2012-2013.
Social media advertising in India will be an estimated INR 300 Crores in
FY 2012-13 posing a 71% growth from FY 2011-2012. Along the same lines,
video advertising has clocked 71% growth, and is at INR 150 Crores in FY 2012-
13. Email advertising continues has grown at a consistent rate and has touched
about INR 68 Crores to the overall online advertising market in India in FY 2012-
2013.
2.4.5. Significance of product innovation & technological change: The products are the services in digital marketing. The amount of flexibility
of the technological aspects in digital marketing is high. Hence, it offers the digital
marketers to think beyond the current trends leaving new changes in the
approach of digital Marketing. This is one of the driving changes of digital
marketing environment.
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2.4.6. Extent of Globalization with innovation in Internal Communication:
Internet is a globalized network, where it stands as a medium of virtual
communication or information exchange. The internal communication between a
customer and a company has been exploited to see a newer dimension through
the digital marketing technologies.
2.4.7. Emerging buyer preferences:
Considering business-to-business model agencies tend to compete on
price than on performance as we have seen. The buyer preferences have been
changing faster than the change in the phase of the Digital Marketing services.
Typically from Defining Budgets to the tools that they require on demand. Theres
also an added complication of buyers looking to manage Digital Marketing into
existing budgets again, lead by price and not necessarily by performance; as well
as the perception that its easy to switch from agency to agency. The opportunity
for the industry will come when it matures and agencies spread across the price-
performance brackets we have seen.
2.5. Companies in the Strongest/ Weakest positions:
Digital Marketing comprises of many different types of tools and techniques. Out
of which, digital marketing gives advantage to the marketer to develop marketing
strategies to the firm. Its primary aim is to create space for planning, Marketing,
and brand building to the companies. There are various agencies out of which
have chosen three types of Digital Marketing Companies.
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The Different types of companies are
Digital Marketing Agencies
Web Design & Development Agencies
Integrated Digital Marketing Companies
Outsourcing agencies
Digital Marketing Agencies:
These agencies operate on regular business model of Digital marketing. Their
products are SEO, SEM, and SMM etc. They conquer a very less percentage of
customer segments with their available services. They do not offer Designing &
development services. The customer base is a niche segment, who seeks only
online campaigns to their businesses.
Web Design & Development Agencies:
These companies offers web based services. The main services are designing &
development of Websites to the end customers either its a B2B marketing or
B2C marketing. They deliver the best quality web designs as they are backed
with strong technical team.
Integrated Digital marketing Companies:
Integrated Digital Marketing Companies offers both Web designing &
Development and Other Digital Marketing Services. They take up integrated
digital marketing projects. They are widely spread and occupies major customer
base in the market.
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Competition elements for Prodmetrics:
There are 5 top competitors for Prodmetrics in the geographic radius, which are
mentioned below
1. keshinformatics
2. pashamtechnologies
3. iamoninternet
4. wazebs
5. pixelw3
Website Design: All these companies are digital marketing service providers.
They have an attractive website because it resembles the way they do business
and as well as it shows the efficiency of their employees. All the companies are
competing with each other and also with Prodmetrics.
Services: All the companies provide same type of services such as SEO, SEM,
and SMM combined with business development and integrated website design &
development etc., Bu the product differentiation varies. Now let us discuss about
their offline world i.e., physically about their employees, company etc.
The companies are efficient in attracting the clients and also delivering
their services to the customers. Employees are dedicated due to the of different
types of HR policies in the respective companies.
Physical Office: As the physical office is not much important for this type of
companies their web presence must be far more attractive than their physical
office. The clients are from different part of the world they really dont concern
about physical office. They only just observe their web presence.
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Companies are organizing very economically and earning profits as well as good
reputation in the market.
Prodmetrics is competing with all this companies both online & offline by
providing effective and efficient services to the clients.
Apart from this, digital marketing industry is escalating day by day. There are
numerous freelancers and part timers who work on digital marketing around the
world. Even house wives work as a freelancer in many online platforms.
Hence, the competition is huge in digital marketing service.
As a company, Prodmetrics has its uniqueness and product differentiation that
makes it stand apart from other competitors.
2.6. Key Success Factors:
Traffic:
There are a great many best practices we can employ to increase traffic
organically. But, the majority of the companions ignore best practices. They dont
have enough copy, dont have enough in bound links and dont have the right
domains to maximize their organic SEO. Targeted Traffic is a good sign of a
successful Digital Marketing campaign.
Lead generation:
Lead generation is the process of creating sales leads which might convert into
sale for the company. Lead generation is the generation of consumer interest or
inquiry into products or services of a business. Leads can be created for
purposes such as list building, e-newsletter list acquisition or for sales leads. The
methods for generating leads typically fall under the umbrella of advertising, but
may also include non-paid sources such as organic search engine results or
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referrals from existing customers. Businesses strive to generate "quality"
leads. Quality is usually determined by the propensity of the inquirer to take the
next action towards a purchase.
Communication:
Communication is the main factor of marketing digitally. It enables the company
to communicate their value delivery system directly to the end user or consumer
Digital Marketing enables the companies to interact and grasp the consumer
interests virtually. Some of the features of communication in Digital Marketing
are,
Clear and transparent mechanisms to enable consumers to choose not to
have their data collected for advertising or marketing purposes;
Clear indication that a social network site is commercial and is under the
control or influence of a marketer;
Limits are set so that marketers communicate directly only when there are
reasonable grounds to believe that the consumer has an interest in what is
being offered;
Respect for the rules and standards of acceptable commercial behavior in
social networks and the posting of marketing messages only when the forum
or site has clearly indicated its willingness to receive them
Conversation:
Conversion from optimization releases the company to witness conversion and
sales growth through online platforms
Leveraging these best optimization practices can help digital marketers
immediately improve conversion and returns on marketing investment
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Metrics:
If you cannot measure something, you cannot improve it. Given the increasing
importance of Digital Marketing, it is important that marketers agree on a set of
metrics aligned with their goals and objectives. Metrics allows the marketers to
know the success rate of the marketing campaign through Digital Marketing.
Exuberance: the monthly count of positive posts, comments and testimonials
Bucket Volume: comparison of monthly count of complaints and referrals
Activation: the monthly total of new sources that have shared your positive
content
Conversation: the total monthly share of conversations vs. competition
Engagement: the amount of repeat commenting and lengths of those comments
Repetition: average number of times a particular source/user retweeets or
comments on your content
Bonding: the percentage of your followers who comment or retweet your content
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PART 2
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Chapter 3
The present Study
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Background of the Study:
Until a decade ago, the whole idea of Digital Marketing seemed like an
adolescent idea which will fade away in a year or two. While traditional marketers
were not convinced about the effectiveness of Digital Marketing strategies, their
scepticism further made it difficult for the industry to believe on this new
methodology. It appeared to everyone that Digital Marketing was a more Silicon
Valley thing.
In a country like India, the situation was even worse. India is a country
where people have grown used to traditional marketing methods like painted
advertisements, newspaper ads and TV advertisements. India seemed like a
country where people didnt have easy accessibility of internet and thus we were
far from Internet Advertising.
Undoubtedly, things have changed remarkably and India is emerging as
one of the widest audience for Social media and internet. Indian population forms
a major chunk of the people on various social media sites like Facebook, twitter,
Stumble upon, tumbler etc. and surprisingly digital marketing has taken a new
phase in India.
With the rapid increase of online presence in social media and networking
channels, Consumers in India are moving along with the changes in the next
phases of Communication. Marketers in India have already grabbed the pulse of
online consumer behaviour. Still there is a wide spectrum of opportunities where
the Companies and marketers have to look in more seriously.
There are many opportunities that Digital marketing is enabling the
companies to look at to build a strong communication to the customer base in
order to scale up marketing results to Escalate business out comes.
The study gives an understanding where the marketers leaving
unidentified gaps with Digital Marketing in planning & executing the promotional
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campaigns online. The study also suggests key improvements in the Digital
Marketing strategy making which hopefully aids the benefit for Business
outcomes.
Objectives of the Study:
To Study the scope of Digital Marketing in current business environment.
To Study the Importance of Content Marketing in Creating Brand
Awareness through Digital Marketing.
To study the Business Development Process adopted by Prodmetrics for
Digital Marketing services offered to clients.
Scope of Digital Marketing:
The world of marketing has seen a great revolution in past few years
whether it is advertising, promotion or sales. Even those who were unsure of the
potential of digital marketing in the last decade have now dived into this ocean of
opportunities offered by the internet. Unlike, television marketing when your
target audiences were reached only during the prime time, digital marketing
allows you to connect with your customer almost anytime. While all other
industries are struggling with a growth rate of 5 to 10 %, digital media industry is
booming high with 30% growth rate. Digital Marketing, like traditional form of
marketing is a highly result driven and set objective practice. One cant begin a
digital marketing campaign without setting the campaign objectives. A digital
marketer understands the needs of the clients and visualizes their needs to
deliver what they want.
Due to the vast demographic expanse of the country digital marketing is
something which can really help the way people connect with each other. Digital
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marketing is acting as a boon for the marketers because one of the greatest
hindrances of the traditional mode of marketing is lack of mass reach.
Digital marketing is pegged at nearly 3000 INR Crores and has been
maintaining a strong growth rate of 30%. In 2014-15, the sector is predicted to
reach almost 4000 INR Crores, which is pretty huge for a relatively new industry
in India.
.Biggest Online Advertisers:
The growth in digital marketing spends is not only just because of ecommerce
companies in India. The biggest online advertisers include companies in travel,
banking, financial services and automobile. The automobile industry has been
steadily bumping up its online advertising expenditure, they accounted for about
9% of the online spend in FY 2010 to 13% in FY 2011, and 14% in FY 2012.
Compared to other economies, in the west, digital marketing currently constitutes
25-35 percent of total advertising. In India, it only constitutes 5% currently.
Facts & Figures:
As per a recent study, although internet penetration in India is yet to cross
16% of the population, however in absolute numbers this percentage works out
to nearly 10 times the population of Australia.
According to a recent report released by IAMAI and IMRB, internet
penetration in India has crossed the 200 million mark by October 2013. Besides,
it is estimated that there will around 243 million internet users in the country by
June 2014, leaving behind the US as the worlds second largest internet base
after China.
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Moreover, India has 110 million mobile internet users of which 25 million
are in rural India. Of this 5 million internet users in rural India 70% access the
web via mobile phones. Not just that India with more than 82 million monthly
active Facebook users spots the third position in the world after the US and
Canada and it is expected that that the country will have the worlds largest
Facebook population by 2016
The latest trends among the people reveal that how crucial it has become
for marketers to go digital and why is digital marketing bound to grow potentially.
Earlier, internet usage was confined to the metro cities only but now its
burgeoning creepers have covered rural India as well. More and more people are
getting inclined towards digital marketing for it seems more convenient to them.
And, more inclined people are towards digital marketing, more will be the
requirements for digital marketers, eventually leading to a better and happening
world for both of them.
In fact, things have changed in such a way that a large number of
companies in India are planning to completely eschew promotions through TV or
any other traditional media in peak festive seasons. Besides, it is evident from
the facts and figures that things will only get bigger and better when it comes to
digital marketing to use every scope that it adds over the years and achieve
impact of brand online.
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Content Marketing:
(Jeo Pulizzi, CMI) Consumers have shut off the traditional world of marketing.
They own a DVR to skip television advertising, often ignore magazine
advertising, and now have become so adept at online surfing that they can take
in online information without a care for banners or buttons (making them
irrelevant).
Smart marketers understand that traditional marketing is becoming less and
less effective by the minute, and that there has to be a better way. Enter content
marketing.
But what exactly is content marketing?
Content marketing is a marketing technique of creating and distributing valuable,
relevant and consistent content to attract and acquire a clearly defined audience
with the objective of driving profitable customer action.
Content marketings purpose is to attract and retain customers by
consistently creating and curating relevant and valuable content with the intention
of changing or enhancing consumer behaviour. It is an ongoing process that is
best integrated into your overall marketing strategy, and it focuses on owning
media, not renting it.
Basically, content marketing is the art of communicating with your customers and
prospects without selling. It is non-interruption marketing. Instead of pitching your
products or services, you are delivering information that makes your buyer more
intelligent. The essence of this content strategy is the belief that if we,
as businesses, deliver consistent, ongoing valuable information to buyers,
they ultimately reward us with their business and loyalty.
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And they do. Content marketing is being used by some of the greatest marketing
organizations in the world, including P&G, Microsoft, Cisco Systems and John
Deere. Its also developed and executed by small businesses and one-person
shops around the globe. Why? Because it works.
Content is the present and future of marketing:
Go back and read the content marketing definition one more time, but this time
remove the relevant and valuable. Thats the difference
between content marketing and the other informational garbage you get from
companies trying to sell you stuff. Companies send us information all the time
its just that most of the time its not very relevant or valuable (can you say
spam?). Thats what makes content marketing so intriguing in todays
environment of thousands of marketing messages per person per day. Good
content marketing makes a person stopread think behave differently.
Thought leaders and marketing experts from around the world, including the likes
of Seth Godin and hundreds of the leading thinkers in marketing have concluded
that content marketing isnt just the future, its the present
Marketing is impossible without great content:
Regardless of what type of marketing tactics you use, content marketing should
be part of your process, not something separate. Quality content is part of all
forms of marketing:
Social media marketing: Content marketing strategy comes before your
social media strategy.
SEO: Search engines reward businesses that publish quality,
consistent content.
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PR: Successful PR strategies address issues readers care about, not
their business.
PPC: For PPC to work, you need great content behind it.
Inbound marketing: Content is key to driving inbound traffic and leads.
Content strategy: Content strategy is part of most content marketing
strategies.
To be effective at content marketing, it is essential to have a documented content
marketing strategy. Download our 16-page guide to learn what questions to ask
and how to develop your strategy.
According to the Roper Public Affairs, 80 percent of business decision makers
prefer to get company information in a series of articles versus an advertisement.
Seventy percent say content marketing makes them feel closer to the sponsoring
company, while 60 percent say that company content helps them make better
product decisions.
Content marketing has firmly established itself as a core facet of the marketing
industry. Its seemingly sudden increase in popularity is due to its significant
benefits to other disciplines of online marketing, such as SEO and social media
marketing. Clearly, marketers have embraced content marketing and the
statistics prove its value.
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Chapter 4
Findings & Recommendations
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Findings:
There is no specific number of Companies or Agencies that are providing
Digital Marketing Services throughout India. As, there are a large number
of Digital Marketing experts, who are working physically and virtually from
different parts of the world. The competition is going to be increasing day
by day. With reference to the report of IAMAI, 2013, the Digital Marketing
industry is witnessed to an increase in growth of around 33%, which is
more than any other Industry.
There are huge opportunities in Digital Marketing, where a huge number
of New Service providers and Freelancers are emerging day by day.
Importance of Content marketing in digital marketing where the companies
are ignoring while developing marketing strategies.
Found that the business approach and brand communication of many
companies are exactly the opposite way of how it should be.
The scale of spending is in Digital Marketing is increasing to be 39% more
than previous year.
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Chart Showing the Current and estimated digital marketing Spends 2009-16
Chart. 4.1
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Conclusion:
The study strengthens the fact that the scope of digital marketing is growing
intense in India. Whether you are a big business or just a start-up, Digital
Marketing can help lead your business of any company in the coveted direction
of success, because, company size is not a critical success factor in the digital
realm. The projections in 2014 would see digital Marketing spends at 7.9% of
the total spend. E- Commerce is spreading wide in India, Which brought
tremendous changes in the buying behaviour of consumers.
In digitally contestable markets, customers care less and less about
which company or sector provides services, as long as those services meet their
needs, said Mark Spelman.
Digital Marketing is key to establish presence in such digitally contestable
markets. Companies have already taking measures to conquer online customer
base. But they are literally failing in reaching the end users due to their poor
content marketing strategies. Content is what the companies communicate to the
users or customers. It holds the company value system and brand in
communicating to the online customer segment. So, Marketers have to integrate
their content, which holds the purpose and value delivery system with Digital
Marketing strategies. This is a key to develop business online.
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Recommendations:
Increase Impact through Integration of communication with Digital
Channels
Integrating marketing communications is hardand thats not a new
concept. But with the rising prominence of digital channels, the issue of
integration has gotten more complex
Focussing more on Content Marketing Strategy and its activation through
digital marketing channels.
Todays content demands are ubiquitous and pervasive, potentially
spanning multiple segments and business units. But the progression of
content production has grown organically for most companies and remains
diffuse and underutilized. Marketers have to be keen on creating Content
marketing Strategies for business and integrating to Digital Marketing.
The Business and marketing approach has to be an inside out approach.
Where the companies have to target the customers who believe what they
believe. Digital marketing is such advantage to connect and link with the
consumer attention and interests. This approach could help companies
achieve better target segments wit a long term relationship.
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