digital advertising & promotion
Click here to load reader
Post on 09-Feb-2017
Embed Size (px)
Digital Advertising & Promotion
Digital Advertising& Promotion
Presented By:Dikshant Sagar:M-14-03Kumar Kushagra: M-14-07Nitin Negi:M-14-09Vaibhav Arora:M-14-17
Digital Advertising & Promotion?It is Marketing & Promoting the brand using different forms of digital means & tools to reach Consumer:Sponsorships, Referrals, Email Marketing, Viral Marketing, e-WOM and Mobile Marketing
SponsorshipsSponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals.Advantages:Sponsorship allows you to reach Mass as well as specifically targeted markets without any waste.It is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.Enhancing Image/Shaping Consumer Attitudes.Creating positive publicity/heightening visibility.
Criteria for SponsorshipRelevance.The event, organization or cause you are considering sponsoring must have some degree of relevance to the services or products you provide. You want to match you sponsorship of events or organizations to those that involve your target market.Brand fit.Your brand fit must fit the event.Mission alignment.The interests of the event or organization should not conflict with the interests of the company. A tobacco company sponsoring a cancer awareness walk may not work out that well for the tobacco company.Business result.The company must have a reasonable basis to believe that the sponsorship will create a tangible business result. It doesn't necessarily have to produce a profit, but it should at least increase company awareness, brand awareness or help foster a positive view of the company.
The dynamics of the competition, the excitement and the desire, the eventual outcome, combine to create a positive view of Ford.4
Continued..Relative cost to exposureAudience targeted to your best prospectsYour relative exposure among the sponsorsDo the other sponsors lift your profile?Do you support the cause?
The Benefits of SponsorshipA sponsor can enjoy a wide range of benefits from a carefully selected sponsorship, which can:
raise brand awareness and create preferencecreate positive PR and raise awareness of the organisation as a wholeprovide attractive content for a range of products and servicesbuild brand positioning through associative imagerysupport a sales promotion campaigncreate internal emotional commitment to the brand
Digital SponsorshipThrough social media like facebook and twitter.Through brands Youtube channelTo take this to the next level, the sponsor then needs to add value, enhancing the fans experience and immersion by adding deep value with money cant buy experiences, competitions and, of course, tickets. This can take a sponsorship from a passive badging exercise into a socially-charged relationship with the fans, giving a brand a credible currency to work with that will set them apart from the competition.
360 degree sponsorship in sportsRed Bull all time best
Referral Marketing: Fueling Growth through your customers trusted network-Airtel Referral marketingis a process to increase word of mouthmarketingby encouraging customers and contacts to talk as much as possible about a brand or product -wikiReferral Marketing is the practice of facilitating and encouraging interactions within trusted networks that influence prospects during your brands purchase lifecycle - Organizations
Before we set our hearts too much upon anything, let us first examine how happy are those who already possess it. Francois de La RochefoucauldFrench writer (1613 1680) WHY Referral Marketing? Referral marketing is by far the best and most cost effective way to generate new business. Referrals generate more loyal clients, more motivated buyers and sellers, more profitable deals, and an increase in referral opportunity. Why referrals instead of advertising? Referrals offer significant advantages over cold calling and direct marketing leads.Always more cost effective than advertising.Referrals generally make decisions quicker about purchasing AdvertisingThey are likely to purchase more often (they are more likely to be loyal clients).Less negotiation or convincing is required. They will be more willing to make further referrals.
Effectiveness in Advertising
E-Mail Marketing:Email marketing is promoting products through the use of emailThere are 2 main ingredients to an effective email marketing campaignThey are to build a large list of people you can email and to write great emailsThe emails should be packed with free value and they should move people to buy what youre trying to sell
Conversation Channels Matter
Email is by far the most widely used to share(82% use it,62% say use it most often),Facebook is second(49% use it, 27% say use it most often)
Customer Acquisition MethodsComparative Conversion Rates
Referral Marketing generates over 3 times the number of new customers as compared to the nearest traditional acquisition method.
Viral Marketing Viral marketingis anymarketing technique that induces Web sites or users to pass on amarketingmessage to other sites or users, creating a potentially exponential growth in the message's visibility and effect. It can be word-of-mouth delivered or enhanced by the network effects of the internet. Viral promotions may take form of Video Clips, Interactive flash games, ebooks, images or even text messages
Type of Viral Marketing Pass LongBuzz-Marketing Incentive Viral Undercover MarketingUser Managed database
How To Do it?Gives away products or servicesProvides for effortless transfer to othersScales easily from small to very largeExploits common motivations and behaviorsUtilizes existing communication networksTakes advantage of others resources.
Most viewed Video on Youtube @WC
e-WOM Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet.electronic word-of-mouth consists of five main elements:1. Statement: positive, negative or neutral2. Communicator: statement creator i.e. potential, actual or former customer3. Object: product, service or/and company4. Receiver: multitude of people and institutions5. Environment: the Internet, particularly the social media
Types of Electronic Word-of-Mouth (e-WOM)
Mobile MarketingMobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.Types:App-based marketing, In-game mobile marketing, QR codes, Location-based marketing, Mobile search ads, Mobile image ads, SMS
Some interesting mobile marketing statistics 80% of mobile device timein spent on apps, with game apps eating up the largest percent of app time.People browse70% more web pages on tabletsthan smartphones.Retail conversion rates are2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%.Mobile searches have increased200% year over yearin 2012.Mobile ispredicted to surpass desktopin 2014.
Google Launches Buy Button, Facebook to follow.
Reference //http: mobilemarketingmagazine.com. www.rewardstream.com http://www.startupbusinessschool.com/eBooks/Referral-Marketing.pdf.http://www.fhnw.ch/wirtschaft/dienstleistung/studierendenprojekte/olten/bisherige-projekte/bachelor-thesis-2010/pdf