Details on three specific area: * Why * How * What

1. Basics of Digital Marketing
Good Communication is essential

2. Digital Marketing
Pull digital marketing:
The consumer actively seeks the
marketing content via:
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Web searches
Opening an email
Text message
Web feed
Websites
Blogs
Streaming media
Push digital marketing
The marketer sends a message
without the recipient actively
seeking the content:
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Display advertising on websites
News blogs
Email
Text messaging
Web feeds
Multi-Channel Communications
Push and pull message technologies can be used in conjunction.
For example, an email campaign can include a banner ad or link to a content download

3. Factors affecting change
 Search Engine Optimization will become more
content driven than it has been in the recent past
due to Google’s change of search algorithm
 Mobiles and tablets are becoming the foremost
medium to access the internet rather than PCs
and laptops
 Marketing budgets are shifting from the
traditional methods to social platforms with
facebook at the head of the line
 The importance of video is increasing with
Youtube videos going viral and creating a much
better visibility than ever imagined
 Even while we are right in the middle of a Smart
phone and touch device explosion, newer
technologies like Googles and Eye lens are busy
replacing the touch experience to a virtual reality
immersive experience
Publish to Share
Discuss to Network
Micro Blog, Live Stream and Live Cast
Virtual Worlds and Social Games
MMO

4. Process
1/2
 Create a website: Look and feel of your website can directly influence how potential customers view
your business
 Online Marketing Plan: Compile an online marketing plan to achieve your business goals
End Objective
 Market Goals
Actions to make it happen
 Set up a flow for the marketing plan
 Assign a marketing budget for each stage of the plan also set a KPI for each stage in here
 Marketing plan may be:
‒ Spreading the news of your company / product
‒ Creating a buzz around a new product/ offer
‒ Having more people know about you/ your company
‒ The later resulting in sales that is traceable
Enables Smart Goals in marketing cycle
 Do specific marketing for your target audience in a region
 This is time bound and individual specific ( end user)

5. Process
2/2
Website
Spreading the news
 Email Campaign
 Local Listings
 FB Page
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Partner Sites
SEO / PPC
YouTube
Contest
Tumbler
Review Sites
 Interactive Game
 Specialist Bloggers
Viral Messaging
 Email Campaign
 Review Sites
 FB Page
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Partner Sites
YouTube
Contest
Tumbler
Review Sites
 Interactive Game
 Apps Development
Discount Promotion
 Email Campaign
 Local Listings
 FB Page
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Offers
Partner Sites
SEO / PPC
Contest
Corporate sale
 Interactive Game
 Apps Development
 Augmented Reality
Making a Sale
 Email Campaign
 Review Sites
 Partner Sites
 Contest
 Review Sites
 Digital Signage
 Apps Development
 Augmented Reality

6. The Market Place
What
Why
Who
How

7. The Market Place- Sales and Marketing process
Website
Spreading the news

List you site in major
search engines
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Site facelift – Right text
content, key words,
relatable image on the
site, expert views,
customer feedback,
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Data from step 2 gets
into PPC and SEO part
of web marketing (
Search engine
marketing)
For geo specific sale
local listing is key
integrated on maps
must also carry other
details like phone
number, operational
hours of the store tc
…
Viral Messaging

Discount Promotion
Email marketing- Every
customer is unique so the
email messaging must be
tailored to his/her needs

Use local listing to
announce sale

Organize content and
use the same in
marketing messagingrewarding them to
attract more target
customers
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Use of paid bloggers
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Use review sites like
dpreview .com for
cameras to promote your
product against your
competition
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Make simple and
interactive games in-turn
have discount coupons as
rewards
Organize content and use
the same in marketing
messaging
Listing on partner sites
helps to drive in more
traffic
Vido clips to how to use
your product instead of a
product manual + speficif
tagging

Downloadable apps that
in for form of AR/ other
apps for better access to
these information
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Referral Marketing
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Use Social Media to
promote your business .
Social Media Analytics
plays a key role in here
to Use local listing to
announce sale

Organize content and
use the same in
marketing messagingrewarding them to
attract more target
customers

Email campaigns
tailored d to the end
user

Downloadable apps that
in for form of AR/ other
apps for better access to
these information

Referral Marketing
Email campaigns
tailored d to the end
user

Making a Sale

8. Success Factors
 Manage complex customer relationships across a variety of channels – both digital and traditional
 Respond to and initiate dynamic customer interactions
 Extract value from big data to make better decisions faster
Sales Process
Marketing Process
 Create a complete customer
profile based on online and
offline data for more targeted,
personalized communications
 Interactive publishing process
 Work with media and
promotions mix to get the best
returns
Finite
Customers
 Use of Analytics to understand
competition and realign the
campaigns
Big Data
Analytics
 Implement a customerfocused, cross-channel digital
marketing strategy that aligns
with your broader marketing
strategy
 Automate marketing process
 Optimized messagingdetermining how business
variables will affect outcomes
 Analytics - Gain insight from
online conversations to
capitalize on social media data
Risk &
Frauds
Customer
Service

9. Market Trends
Categories suitable for digital marketing
Selling to a Customer
High
Low
Digital Content
Software
Financial Services
Insurance
Groceries
Apparel
Computer
Devices
Real Estate &
Brokerage
Auto
Toys
Gasoline
Low
Convenience
Stores
Financial Services
Medical Services
Sporting Goods
Fine Jewelry
Baby Products
Maintaining Relationship with a Customer
High
 Mobile devices will play a larger role in generating web sales. The research firm says smart
phones and tablets now account for 11% of e-commerce sales. It predicts that share will
reach 25% by 2017
 U.S. e-commerce sales could top $434 billion in 2017
 The most sort after product categories that customers are looking for are: CAGR 2017
− Computer and consumer electronics
15.3%
− Apparel and accessories
17.2%
− Food and beverage
17.0%
− Books/music/video
16.3%
− Toys and hobby
16.2%
market size is about $56.8 billion

10. Factors for moving into Digital Marketing- Customers prospective
 Interactive media offers a two way connect with the direct end user and the key business decision
maker
 Able to track every transaction for more lean and effective operation
 Viral marketing- Digital coupons help companies identify , map and understand the customer
Digital customer mostly access content using non wire mediums ( E.g: smart phones) the
information they seek are:
 Get better product details that the service person in store
 Spend less time in getting more quality information
 Compare specification like – Price, product spec./ features,
 24/7 operations using a single URL address
 Geographical presence to make a purchase in long longer a constrain as long as there
is connectivity
Online sales
$48,080,000,000
$10,600,000,000
$6,660,000,000
$4,900,000,000
$4,609,728,000
YoY Growth
40.60%
3.90%
27.40%
19.70%
4%
(2011)

11. Business Model resulting in Change
$48,080,000,000
$10,600,000,000
$6,660,000,000
$4,900,000,000
$4,609,728,000
40.60%
3.90%
27.40%
19.70%
4%
Amazon one thing is clear:
it is the top online retailer
and it is eating into the
large offline retailers’ sales
too. Soon enough it might
take their place. They are
investing in two prime
areas:
 Big Data and Analytics –
To know every individuals
purchase/basket…etc
pattern. Also to predict a
sale before it happens
Delivery: The
conventional form of
delivery is favorable where
in there are roads. In 3rd
world countries/ places
where in there is a lot of
congestion they plan to
use drones to decrease
the over all cost of
operations and decrease
the transaction time as
well
It’s main online sales
channels are Staples.com,
StaplesAdvantage.com
and Quill.com. The
infrastructure is based on
IBM hardware and
software and the company
is ready to heavily invest
in developing its online
operations. It even started
its very own innovation
hub called E-Commerce
Innovation Center.
Ok, long story short – the
early bird catches the
worm. Staples may not be
the coolest brand in this
list, but it was on of the
pioneers in this field and
it’s making lots of money
online and unlike
OfficeMax, and Office
Depot, its main
competitors, it has the
best chance to make a
shift online when its stores
will stop being profitable
Digital content transaction
is the primer reason for
having online presence
In 2011, Walmart agreed
to purchase Kosmix, a
social media startup
founded by Venky
Harinarayan and Anand
Rajaraman in 2005.
Walmart is now acting as
a Silicon Valley start-up
when it comes to
ecommerce – it’s lean, it
values technology talent
and it has a vision and a
strategy
its business model that
allowed companies and
individuals to order
customized computers via
mail orders pre-internet
era

12. Change resulting in Priorities- Analytics to Astro + Neoro Science
Why
Less than 2 years
2 to 5 years
Better
Connect
with
customers
Customized pricing
for individual
customers
Analytical
Approach
using Big
Data
Predict customer
requirement
Identify patterns for
purchase, selection
etc.. That a
customer makes
Digital Information
transaction
 Dynamic content
management for
individual end
users
 Interactive games
Content
Approach
5 to 10 years
More than 10
years
N=1 Data driven
approach
Real-time customer
service
Reach out to
customers based on
specific patterns
Neuroscience
insights to improve
outcomes in
customer and other
business decision
situations

13. More to go…
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Declaration: Information present on the is a result of casual Google Search on my weekends