Digital Marketing

Prior to Digital Marketing

Print (Newspapers, Magazines including flyer drops)

TV

Radio

Door to Door

Telemarketing

History

The term Digital Marketing was first used in the 1990s

In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance

In 2012 and 2013 statistics showed digital marketing remained a growing field

What is Digital Marketing

Promotion of products/services or brands through electronic media

Differs from Traditional Marketing

Leads to the development of Organization or Brands

Example

Types of Digital Marketing

Pull Marketing Information obtained

through navigation of websites

Search Engine Optimization technique used

Examples : Websites, Blogs etc

Push Marketing Message sending

technique used

No permission of the recipient

Examples: E mail, Text messaging

Why Digital Marketing is Important

Information at any time and any place

The days of limited information has become obsolete

Ever-growing source of entertainment, news, shopping and social interaction

Exposure to brands from various sources

Helps in building trust among customers by providing them tailor made products

Digital Marketing

Advantages: Advertisement on the

internet is cheap It helps in spreading the

business worldwide 24X7 (365 days) open

store Better reach of the

product Creates credibility, trust and confidence Updating of Subscribers

Disadvantages: Easier to have outdated

information on internet Many web visitors expect

something for free Competition in the market There are many pros and

cons of internet marketing

Challenges Faced by Digital Marketers

Intense Competition

Lack of Expertise and Training

Exploding data volumes

Creating Lasting Impact

Future Prospects

Websites will be critical

Connectivity will be independent of devices

Technology will drive marketing online

Technology will drive creative

App based behavior will drive mobile ads

Future Prospects(Contd.)

Branded apps will be a norm

M- commerce will take over e-commerce

Digital will go beyond desktop and handheld

Brands will pull strategy are the darkest horses of this race over push strategy

Threats

Time

When is it a Fad or when it is Worth?

Resistance from change by SME’s

Lack of resources to focus

Knowing how to harness the social media

Finding people within traditional organisation

Implementation of

Digital Marketing

Companies in India

Digital Marketing Statistics

The total online advertising market in India, comprising search, display, mobile, social media, email and video advertising was valued at INR 1,750 Crores in FY 2011-12 and has grown to INR 2,260 Crores in year FY2012-13.

Digital Marketing Statistics

Digital Marketing Statistics

About 85% of search is spend is in terms of SEM which is about 728 Crores, as compared to 128 Crores for SEO.

Mobile web advertising through banners and in-app advertising constitute about 80% of the mobile advertising market.

All mobile advertising spends add up to of 230 Crores in FY 2012-2013

Attitude of Internet users over Online Advertising

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