digital marketing overview by- siddhant dhawan(sd)

Digital Marketing OverviewIntroduction

What is digital marketing?

“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.

In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media.

Digital Marketing OverviewIntroduction

Digital Marketing OverviewWhat Is Social Media Marketing(SMM)?

It is a component of digital marketing.

Social media is a medium and the medium is only a vehicle that amplifies social behaviour. The medium is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication.

It refers to any platform that a brand provides to interact with its consumers and where consumers are able to connect to each other, in a very transparent, real time world.

Digital Marketing Overview Social Media Marketing(SMM)

There are 5 main categories of social media: Forums – Yahoo Answers, Mouthshut, TripAdvisor Social Sharing Tools: Youtube, Flickr, Pinterest Social Networks – Facebook, LinkedIn Blogging and Micro blogging: Twitter, Blogger, Wordpress Bookmarking sites – StumbleUpon, Pinterest, Delicious

Digital Marketing OverviewHow Digital Marketing Evolved Over The Years

Back in the day, it was all about search engine optimization – (organic search)

Build a website

Apply the art of on and off page SEO to your website, you build links, you build more links, and you build even more backlinks, focus on the meta-tags, content, etc.

You hope it shows up in Google someday

You hope it displays on the results with the right keywords (what people are typing in when they search)

It was like fishing and hoping you will get a catch.

Digital Marketing OverviewWhat is search engine optimization (SEO)?

Search engine optimization (SEO) is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.

All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.

Digital Marketing OverviewMultichannel Approach

Multichannel marketing refers to the practice of interacting with customers using a combination of indirect and direct communication channels

customers to take action in response – preferably to buy your product or service – using the channel of their choice.

In the most simplistic terms, multichannel marketing is all about choice.

websites, retail stores, mail order catalogs, direct mail, email, mobile, etc. Are some Commonly used multichannels.

Digital Marketing OverviewSpending across various channels

Digital Marketing OverviewEstimated Share Of Spends By 2016

The increase in the overall share of spends indicates an increasing preference of Indian advertisers towards digital media as they look to test, understand and leverage the strengths of this medium over others.

Bulk of this revenue in digital advertising is expected to be driven by display, video ads, followed by ads using the search channel.

Indian “paid” search advertising estimated to be around Rs. 574 crore in 2015 – 20% of the overall online advertising market today.

Indian “paid” search advertising estimated to be around Rs. 574 crore in 2015 – 20% of the overall online advertising market today.

Digital Marketing OverviewSpending across various channels

Digital Marketing OverviewIndustry Wise AnalysisJABONG CASE STUDY

Onslaught of Display Banner ads, resulting in a huge increase in no. of impressions over three months – from 2.39 to 189 million impressions in three months.

RESULT The traffic increases to more Than 8 times within the same period

No Of Branded Searches – Jabong Rises To The Top In 5 Months

Digital Marketing OverviewIndustry Wise AnalysisJABONG CASE STUDY

Digital Marketing OverviewIndustry Wise Analysis#RiceBucketChallenge

#RiceBucketChallenge is the Indian desi twist to #IceBucketChallenge on Social Media. Manju Latha Kalanidihi, a journalist from the city of Hyderabad came up with the idea for a Rice Bucket Challenge. The amounts of fans are increasing by the hour the brand page was started on 24th August, and it already has 40K Fans.To take part in this challenge – A participant is required to take a bucket of rice to a person who is unprivileged, click a picture of the donation and post the picture on Facebook/Twitter along with the hashtag #RiceBucketChallenge and nominating friends to take up the challenge.

Digital Marketing OverviewIndustry Wise Analysis#RiceBucketChallenge

Talking about #RiceBucketChallenge34K+ mentions including tweets, facebook posts, news articles about the challenge is an extremely good response in just 5 days.

Overall Reach

Digital Marketing OverviewIndustry Wise AnalysisColgate #whattheblack

The launch is focused towards growing Colgate’s leadership in the toothbrush category, with the present market share of 43.6 per cent (YTD June 2014).However, what is more interesting is the buzz created on the digital medium before the big announcement.The #whattheblack campaign, launched a few days before the announcement, was a unique approach to bring alive a category that often witnesses feature related communication. Going beyond traditional marketing techniques, through this campaign Colgate reached out to netizens for building advocacy.

Digital Marketing OverviewMobile Marketing-Growth And Potential


About 10 million smartphones with internet connection in 2011

Smart phones estimated to reach approximately 264 million by 2016

72% of internet users are estimated to use mobile as a primary point of access by 2015

More than 100 million user subscribers in rural India.

ACTIVE INTERNET ENABLED SMARTPHONES


Mobile access to outgrow PC access within 3 years in India Facebook, Twitter and LinkedIn all grew their mobile audiences by 50% in the past year worldwide. More Google searches in India happen on mobile than online One on One and Geo - Local targeting possible Influencing customers decisions at point of purchase Potential to increase sales through mobile commerce

FACTS AND FIGURES

The Local Mobile Customer


CLEARTRIP- One of India’s premier travel and hotel booking portals, Cleartrip’s app has enabled many travelers to search and book hotels in the last minute within miles from their area suggesting they are making more real time decisions, apart from making the travel booking process itself a seamless experience.

BookMyShow enables users to search for information on local movie listings and events ranging from theatre to sports

In 240 cities with 3.5 million listings and 25 million users, Just Dial the free search service has become the advertising medium of choice for small and medium local businesses.

As the medium and consumer habits evolve, marketers shifting to this medium sooner will reap immense first mover advantages. Significant no. of advertisers are willing to shift to digital as a medium over time, they’re only looking for concrete evidence that it works better than traditional Integration of digital with traditional media will become key over the long run. Ultimately, businesses will stop looking at digital as just a medium and would change entire business models to serve their customer.

Digital Marketing OverviewPersonal Insight On The Same

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