Changing paradigms of

Digital Marketing & Multichannel commerce

ISIM-Mysore, Sep-09

Ajay Malgaonkar, Infosys

Content

• What is Digital Marketing?

• Why Use Digital Marketing?

• Online customer acquisition

• How Can You Use Digital Marketing?

Overview : Traditional Communication - Issues

ONE WAY

Does the Message Flow to the Customer?- NO

Customer is left confused and irritated

What is Digital Marketing

Digital Marketing

Digital Marketing is a platform for Marketer and

Customer to:

Enable the relationship between marketer and the customer

Build the community

Create Brand Awareness

Make it a key part of the companies Marketing Campaign

Build Brand Equity

Communicate through all possible channels including mobiles,

digital banner and digital outdoor.

Multiple Channels for Digital Marketing

PODCASTS

E-MAIL

MOBILE PHONES

VIDEO

INSTANTMESSAGING

BLOGS

WEB SITESBANNERS

Why Digital Marketing

Need for Digital MarketingDigital Marketing is used for :

Branding

Acquisition / Lead Generation

Direct Response / Promotions

Customer Relationship Management

HOW CAN YOU STAND OUT?

THE NEW MARKETING PARADIGM

CUSTOMERSCUSTOMERS

IN THE GOOD OLD DAYS…

It was all about selling an image

THESE DAYS…

Online advertising spend

CONSUMERS ARE TIRED

OF LISTENING!

… Unless your story is very compelling to them or it has been promoted by a trusted third party consumer

INSTEAD OF TELLING YOUR STORY…

LET CONSUMERSTELL THEIRS!

GIVE THEM A PLATFORM

But has now wholeheartedly embraced the phenomenon

Instead of

TELLING A STORY…

Create the TOOLS to allow a story to be told

CO-CREATION

THE NAME OF THE GAME

Online customer acquisition life cycle

Online Customer Acquisition Lifecycle

Discover Evaluate Engage Interact Convert Advocate

Insight...Acquisition …Conversion …Stickiness …Advocacy …

Discover Evaluate Engage Interact Convert Advocate

Campaign Mgt , Digital Advertisement and Search

• Customer touch points in today’s wild wild web are websites, digital advertisements, e-campaigns and search engines.

• Customer insight and discovery can be dramatically improved withhelp of effective Campaign Mgt, Digital Advertisement, Search Engine Optimisation and offering most intuitive websites.

• 90% of users discover new sites through search engines and high search engine placement will result in high sales.

• The number of searches in the US alone, is more than 183 million per day.

• Advertising in the new web environment is a complex task; however, statistics show that year on year growth in online ad spend is at 40.1%

Online Customer Acquisition Lifecycle

Discover Engage Interact Convert

Evaluate: Customer searches for the information he needs

Customer is looking for content what he wants with minimum clicks and shortest navigation. User experience has been given a new dimension by Google, Amazon and Ebays of the world.

Guided navigation Persuasive content architecture Rich Media

Minimum Clicks

Evaluate Advocate

Discover Engage Interact Convert

Engage: Infosys Focus

Analyzing customer behaviour thru’ click-stream analysis, shopping behaviour, choices and preferences etc.

Knowledge Services and Consumer Goods Consulting Solutions Provide Powerful Consumer Analytics

Key ToolsWeb Analytic is a platform used for customer/prospect behavior analysis. Omniture and webtrends have been leaders across telecom, banking, IT and more.

ChoiceStream uses actual consumer shopping data to make specific product recommendations based on what each consumer is most likely to buy next.

Evaluate Advocate

Discover Engage Interact Convert

Interact: Consumer communicates to make a

decision

Customers should have the means to interact with one another in order to make better buying decisions.

The challenge for companies is to find a natural way to start conversations about their products and services online.

It is important that organizations provide customers the means to interact with one another in order to make better buying decisions.

Blogs

WikisRatings and Reviews

Tagging

Peer-2-peer

Evaluate Advocate

Discover Engage Interact Convert

Convert: Customer should achieve their Goals

E-Commerce solution are more matured and multi-faceted. Apart from Merchandising, Product Catalogue and Storefront and integration with fulfillment platform, they also cater to recommendations, personalisation, vertical search, campaign mgt, customer analytics, customer service and relationship mgt as well.ATG, IBM Websphere Commerce, Microsoft Commerce Server are some of the leading ecommerce platforms.

Key considerations for e-commerce:

Multichannel/Multi tenancy

Social CommerceSOA

Evaluate Advocate

Intuitive Navigation and Quick Check Out

Discover Engage Interact Convert

Advocate: Customer will stick

• Provide the most relevant secondary links that provide relevant information and directions.

• Enable valuable and relevant account management experience

• Enable Customer Satisfaction Survey

Brand Awareness Campaigns

Customer Support

CustomerCo-creation

Customer Insights

Affiliate Marketing

Evaluate Advocate

How to use Digital Marketing

Copyright © 2007 Pearson Education, Inc. Slide 9-29

Major Trends in Digital Marketing

1. Online advertising2. Search engine marketing3. E-commerce and affiliate marketing4. Social media and social commerce5. ‘User experience and Customer

Engagement

“Barack Obama won the presidency in a landslide victory (by a margin of nearly 200 electoral votes and 8.5 million popular votes) by converting everyday people into engaged and empowered volunteers, donors and advocates through social networks, e-mail advocacy, text messaging and online video…”

2008 Elections : US

Assessment of Edelman, a leading public relations agency

“… Smart businesses will embrace this public engagement model as well, particularly in how they ladder engagement among natural allies such as customers, employees, retirees and suppliers. Otherwise, businesses will be at a significant tactical and strategic disadvantage when their critics and competitors create a groundswell of their own…

How did the OBAMA campaign use it ?

Web 2.0 refers to the adoption of open

technologies and architectural frameworks

to facilitate participative computing

Web 2.0 creating influence

ReviewsCompare

SEO/SEM

Tag cloud

Recommendations

Co-creation of content

Multi-Channels for Digital Commerce

PODCASTS

E-MAIL

MOBILE PHONES

VIDEO

INSTANTMESSAGING

BLOGS

WEB SITESBANNERS

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THE FUTURE