digital marketing. what is digital marketing? applying digital technologies which create online...
TRANSCRIPT
Digital MarketingDigital Marketing
What is Digital Marketing?
Applying digital technologies which Applying digital technologies which create online communication create online communication
channels to marketchannels to market
What is Digital Marketing?
Web Email Databases
Mobile / wireless Digital TV Blogs
Feeds Video / Podcasts Social Networking
Digital MarketingDigital Marketing
For a business,For a business, the sole purpose is to increase the sole purpose is to increase
sales and profitabilitysales and profitability
One of the greatest example in One of the greatest example in recent times isrecent times is
A B
Brand PowerBrand Power
Brand PowerBrand Power
Marketing has changed......... for good!
Benefits of Digital Marketing
PROVIDES NEW CHANNELS OF PROVIDES NEW CHANNELS OF COMMUNICATION COMMUNICATION (CREATE A DIALOGUE)(CREATE A DIALOGUE)
What is it? From this....What is it? From this....
Digital Eco System
Social Media
Quiz
Can you ignore power of Facebook, YouTube / Vimeo and Twitter? Do you think organizations have separate marketing budgets for the same?
Other Benefits of Digital Marketing
• Cost Effective• Fast• Flexible• National and International• Retain Customer Loyalty• Direct, there does not have to be a
connection to third parties• YOU CAN MEASURE ITS IMPACT!!
Digital Marketing Mix
E-Business
Product
Price
Place
Promotion Measurement
Processes
Eyes and Ears
Partnerships
E-MarketingCommunications Tools
1. Search Marketing
2. Online PR
3. Online Partnerships
4. Viral Marketing
5. Permission BasedEmail Marketing
6. Tracking & Analytics COMPANY
WEBSITE
Four Key Stages of Customer Relationship by Level of Intensity
Leve
l of
Inte
nsity
Stages of Customer Relationships
Awareness Exploration Commitment Dissolution
IntensityIntensity
Internet Marketing Mix
Branding
Product Pricing Communication Community Distribution
Impact of the 2Is on the Internet Marketing Mix
Branding
Product Pricing
Individual
Communication DistributionCommunity
Interactivity
The Marketspace Matrix
Relationship Stages Awareness Exploration Commitment Dissolution
Product
Price
Communication
Community
Distribution
Cate
gorie
s of
Lev
ers
BrandingBranding can also
accentuate (or lessen) the impact of the levers in
each cell
Branding can also accentuate (or lessen) the
impact of the levers in each cell
The 2Is should influence the design of each cell in
the matrix
The 2Is should influence the design of each cell in
the matrix