dgital marketing

DIGITAL MARKETING

Presented by:-Rahul Gautam

PGDM 2014-16

DEFINITION

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 channel.

OBJECTIVES

Promoting your brand. These campaigns have a

few different subsets, but most often, they are joined

with other media to show a holistic advertising

strategy. You may be trying to drum up awareness of

your product or brand or improving your image or

reputation.

CONTD…

Increasing online sales. These campaigns focus on

growing sales through the brand’s website.  These

campaigns specifically aim to generate sales on the

brand website or on partner networks. Such

campaigns can also simultaneously pursue

conversion and branding objectives.

CONTD…

Stressing your brand message. Many marketers

supplement a traditional ad campaign with a digital

one in order to increase the likelihood that the

message will resonate with your.

CONTD…

Increasing offline sales. This goal can be

accomplished by promoting an in-store sale online

through the use of a digital coupon or voucher.

B E N E F I T S A N D I M P O RTA N C E O F D I G I TA L M A R K E T I N G

For a business to succeed in today’s world, it is

important to have a strong digital footprint within

the internet. Therefore, when a business is defining

its marketing plan, it must incorporate a solid digital

strategy. Without a digital marketing strategy in

place, new client acquisitions, brand visibility, and

impactful revenue generating opportunities will

likely be damaged.

CONTD…

Mobile Considerations - 90% of consumer

transactions are started on one device and finished

on another. (Neil Mohan, Google) Further, in 2014,

smartphone and tablet sales grossly outnumber pc

sales.  Learning what is possible with mobile and

marketing to those users are crucial in today’s

digital world. Every aspect of your digital marketing

campaign should reflect mobile considerations

Organic Search - Consumers get wanted information online through a

variety of methods, the most prominent being search engine results.

The first part of getting your website in front of potential customers

and clients is to correctly optimize your website. Optimizing your

website correctly will help the search engines identify what your site is

all about, and how it relates to what the user is looking for.

Implementing a solid organic search strategy will increase your

website’s visibility within the search engines and help drive more traffic

to your website, increasing your potential for a variety of positive

opportunities.

Social Media Marketing - Social media marketing

is a great medium for a business to build and

increase brand presence throughout the Internet. It

also provides a very powerful tool to share

information and distribute content about products

and services. Utilizing a variety of social media

platforms creates new opportunities to interact and

connect with potential customers and clients.

WHY ITS IMPORTANT???

Digital marketing and its associated channels are important – but not to the

exclusion of all else. It’s not enough to just know your customers; you must

know them better than anybody else so you can communicate with them

where, when and how they are most receptive to your message. To do that, you

need a consolidated view of customer preferences and expectations across all

channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers

can use this information to create and anticipate consistent, coordinated

customer experiences that will move customers along in the buying cycle. The

deeper your insight into customer behavior and preferences, the more likely

you are to engage them in lucrative interactions.

CONCLUSION

Digital media is so pervasive that consumers have access to information

any time and any place they want it. Gone are the days when the messages

people got about your products or services came from you and consisted of

only what you wanted them to know. Digital media is an ever-growing

source of entertainment, news, shopping and social interaction, and

consumers are now exposed not just to what your company says about your

brand, but what the media, friends, relatives, peers, etc., are saying as well.

And they are more likely to believe them than you. People want brands they

can trust, companies that know them, communications that are personalized

and relevant, and offers tailored to their needs and preferences.