DIGITAL MARKETING

Manohar Prasad
Agenda:
• Importance of the Internet and Digital Marketing
to Business
• Where are the opportunities?
• How Digital Marketing impacts the bottom line?
• Strategic approach to Digital Marketing
• Building an Digital Marketing Strategy
• Value of Measurement and Performance Analysis

Digital Marketing by Manohar Prasad

Digital Marketing

“Internet marketing is
achieving marketing
objectives through applying
digital technologies.”

“eMarketing is achieving
marketing objectives
through use of electronic
communications
technology.”

Digital Marketing by Manohar Prasad

Why go Digital?

• 89% of Internet users regularly use a search

engine for products and services
• Usage of Internet across the world
increasing exponentially
• Internet is no longer a niche marketing channel
worthy of investment for the future
• Most Economical Marketing Medium to reach a
large, astute and knowledgeable audience

Digital Marketing by Manohar Prasad

What is Digital Marketing?
Digital marketing involves the promotion of products
and services using digital distribution channels that
reach consumers in a timely, relevant, personal and
cost-effective manner.

Digital channels can have several categories, such as the

internet, mobile, digital outdoors, and any form of
interactive digital media.

Each category has multiple digital tools / sub-channels

that can support digital marketing.

Digital Marketing by Manohar Prasad

Digital Marketing Tactics

Digital Marketing by Manohar Prasad

Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
•Internet - Email, banner ads, dedicated websites, pop-
up ads, sponsored content, paid keyword search,
podcasts, social networks, blogs, wikis, widgets, RSS,
virtual worlds, and online games.

•Mobile - SMS, Mobile web, Mobile applications, and

Mobile video.

•Digital Outdoors - Video digital display, Interactive

Kiosks.

•Interactive digital medium – Interactive

Television Channels.
Digital Marketing by Manohar Prasad
Types of Digital marketing

Two different forms of digital marketing are:

• Pull
• Push

Digital Marketing by Manohar Prasad

Pull Digital Marketing
• The consumer actively seeks the marketing content,
often via web searches or opening an email, text or
message.
•Websites and blogs are examples of pull digital
marketing.
• Users have to navigate to the website to view the
content.
• Search engine optimization is one tactic used to
increase activity.

Digital Marketing by Manohar Prasad

Digital Marketing by Manohar Prasad
Push Digital Marketing
•The marketer sends a message without the consent of
the recipients, such as display advertising on websites
and news blogs.
• Email and text messaging can also be classed as
push digital marketing when the recipient has not
given permission to receive the marketing message.
• Push marketing is also known as spam.
• Push technologies can deliver content as it becomes
available and can be better targeted to consumer
demographics, although audiences are often smaller,
and creation and distribution costs are higher.

Digital Marketing by Manohar Prasad

Digital Marketing by Manohar Prasad
Additional Types of Digital Marketing
•Mass marketing is a marketing method that broadcasts a
message to a large audience. The marketing message is not
addressable, and is not easily tracked and measured.
•Online marketing is a marketing method that uses
Internet tools such as email, search engine optimization
and banner ads to send marketing messages to consumers.
•Mobile marketing is a marketing method that allows
marketers to send marketing messages to consumers
through the technologies found on a consumer’s mobile
device. Consumers opt in to receive messages.
•Email marketing is a marketing method that uses email to
send a marketing message to a targeted audience.
Digital Marketing by Manohar Prasad
Effect on Traditional Marketing

Digital Marketing by Manohar Prasad

Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Who’s Using Digital Marketing?
Small to Medium Businesses increasingly rely upon
online digital marketing techniques and distribution
channels.

Digital communications and multimedia technologies

are significantly changing the way SMBs communicate
with their customers to promote products and market
services.

Digital Marketing by Manohar Prasad

Where are the opportunities?
• Incremental Revenues
• Reduced Cost of Marketing and Promotion
• Comprehensive Exposure
• Enhanced Brand Image
• Better Customer Relationship Management
• Better Measurement and Performance Analysis

Digital Marketing by Manohar Prasad

Incremental Revenues

• Lower cost of sales

• Easily attract new customers through very
targeted and measurable marketing efforts
• Global reach is easily possible
• Segmentation and reaching Target Audience
is easy and effective

Digital Marketing by Manohar Prasad

Reduced Cost of Marketing

• Digital Marketing basically requires an

attractive and user friendly website
• Provides lowest cost of sales
• Enables easy reach to very large audience
• Low cost of acquisition per customer

Digital Marketing by Manohar Prasad

Brand Image and Exposure

• Improving business’s visibility to a very

targeted audience for long term relationship
• Build a community around your business
to improve its brand value
• Help enhance offerings and delivered value
preposition

Digital Marketing by Manohar Prasad

Driving Incremental Revenue

• Various marketing opportunities available

• Advantages of each approach/tactics
• Return on Investment for various approaches
• Focusing in the right direction

Digital Marketing by Manohar Prasad

Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
The Marketing Opportunities

For creating an effective marketing plan, consider

various stages on customer interaction in the
marketing process.

Conversion Acquisition Retention Analysis

• Website • SEO • CRM • Web

Design • SMO • Customer Analysis
• Content • PPC Service • ROI
• UI • Ads • Facilities • Analytics
• Offerings

Digital Marketing by Manohar Prasad

Site Conversion: The Key to Success

• Perfect and Optimised Website provides better

conversion
• Best Investment Scenario: Increasing the
conversion ratio of visitors to customers

Conversion

Digital Marketing by Manohar Prasad

Measuring Website Conversion
• Regular website conversion and performance
analysis to ensure optimum site performance
• Measuring Visits, Conversions and Persuasion
will give an accurate picture of Returns on
Marketing Investments

Conversion

Digital Marketing by Manohar Prasad

Measuring Website Conversion

Conversion
Digital Marketing by Manohar Prasad
Driving Incremental Traffic

New and Incremental

Existing Customers
Customers
• SEO • Email Campaign
• SMO • Newsletter
• PPC • Customer Service
• Banner Ads • Offers
• Listings

Acquisition

Digital Marketing by Manohar Prasad

Digital Marketing by Manohar Prasad
New and Incremental Customers
Search Engine Optimisation
• Improving Keyword Ranking in Search Results
• Improves the volume and quality of traffic
through organic search result listings
• Most important online marketing activity
• Strategic Activity with long term benefits
• SEO can take up to 6 - 12 months to deliver
significant results
• SEO is an iterative process requiring careful analysis
and modifications
• Ensures high-quality, targeted and incremental traffic

Digital Marketing by Manohar Prasad

New and Incremental Customers
Pay Per Click
• Delivers targeted traffic instantly
• Delivers significant returns and quickly to become
an ongoing activity
• PPC campaigns compliment SEO and SMO activities
• Running SEO and PPC ensures best returns

Digital Marketing by Manohar Prasad

New and Incremental Customers

Social Media Marketing

• Most interactive digital marketing tactics
• Creates an everlasting value preposition
• Enhances your brand value
• Develops a community closely associated
with your organization and offerings
• Helps audience to communicate in a healthy
way across various verticals
• Creates awareness, spread the word , improves
participation, keep audience engaged and helps
in getting a genuine opinion from target
audience
Digital Marketing by Manohar Prasad
Existing Customers

• Never overlook existing customers in the fervour to

find new ones
• Manage existing customers effectively
• Improve customer loyalty and value through long
term association
• Synchronize your online proposition with your
offline environment
• Regular interaction with existing customers will
enhance loyalty and reinforce the brand value

Retention

Digital Marketing by Manohar Prasad

Result and Measurement Analysis
• Digital Marketing offers unparalleled ways for result
measurement and performance analysis
• Measuring Visits, Conversions and Persuasion will
give a better picture on returns on marketing
investments
• There are three key areas to measure
 
 Website Conversion Rate
 
 Website Performance
 
ROI on Marketing Investment

Analysis
Digital Marketing by Manohar Prasad
Result and Measurement Analysis
Site Performance Analysis
 
 Where are customers are coming from?
 
 How long are they staying on the website?

Which keywords
 are driving them to
website?
 
 Which platform is delivering best traffic?
 
Which activity is giving better results?

Analysis

Digital Marketing by Manohar Prasad

How well defined is your plan?

Digital Marketing by Manohar Prasad

How have you assessed your capabilities?

Digital Marketing by Manohar Prasad

Are our customers different now?

Digital Marketing by Manohar Prasad

11/29/2015 Digital Marketing @ maestro
New Media, Old Habits!

11/29/2015 DigitalDigitMalMarketingbyManohar@maestroPrasad
11/29/2015 Digital Marketing @ maestro
Do you have the right resources?

% of marketing headcount who are digital specialists?

You: (a) 0-20% (b) 20-40% (c) >40%
Research: 1 in 3
Ratio:
2 Acquisition:
4 Conversion:
2 Retention:
8 IT

Digital Marketing by Manohar Prasad

Do you have the right team structure?
“No perfect way to organise structure. A single team has benefit
they’re 100% digital, breathing digital, risk is there is disconnect
with offline world”
Managing
Director

Sales and
Operations Buying & IT Finance (& IT)
marketing
(incl service) merchandising Director Director
Director

Customer Web Sales or web Customer

Acqusition Sales Analyst Development

Search Customer Campaign

engine experience manager
marketing & merchandising (Email & DM)

Partner
Content Database
marketing
& creative Executive
& advertising

Example DigitalofteamMarketingstructurebyManoharforsmallPrasad-medium retailer

Digital Marketing by Manohar Prasad
 Resources needed for
large digital team!
Digital Marketing by Manohar Prasad
 How automated is your optimization?
Web analytics (WA)
Purpose: Analyse customer website
behaviour and marketing outcomes
related to referrer segments
Vendors:Google Analytics,
Omniture,Visual Sciences,
Webtrends
Website personalisation
Purpose: Automated and rules-based
recommendations and merchandising
based on referrer, products browsed
and/or customer data
Vendors: atg, Fredhopper,
Omniture Touch Clarity and
Wunderloop
Ad tracking & optimisation
Purpose: Serve display ads and
optimise yield for advertisers and
publishers. Also track other
media channels such as affiliate
and search to understand
customer journeys
Vendors: Atlas, Doubleclick Dart
plus WA vendors
Email Service Providers
Purpose: ESPs broadcast and track
emails as part of campaigns or
automated contact strategy
Vendors:Email Reaction, Email
Vision, Exact Target Silverpop,
Responsys, Vertical Response
Marketing Optimisation
Purpose: A hub to manage and
automate performance improvements
across customer contacts of
acquisition, conversion and retention.
Provide integration with E-CRM
systems Vendors: Omniture, Web
Trends, Visual Sciences.
Behavioural ad targeting
Purpose: Serves relevant ads
based on content consumed and
audience profile. Also re-
targeting of ad viewers potentially
on advertisers site.
Vendors: Advertising.com, Blue
Lithium, Revenue Sciences,
Digital Marketing by Manohar Prasad
Tacoda
Website experimentation
Purpose: AB testing and multivariate
testing of alternative pages and
journeys Vendors: Google website
Optimizer, Maxymiser, Offermatica,
Omniture and Optimost
Enterprise analytics
Purpose: Provide analysis tools for
creating dashboards and in-depth
analysis
Vendors: Business Objects and
Cognos plus WA vendors e.g.
Omniture Discover
Paid search optimisation
Purpose: Serves relevant ads
based on content consumed and
audience profile. Also re-
targeting of ad viewers potentially
on advertisers site.
Vendors: Atlas Search, Efficient
Frontier, Google conversion
optimizer, Search Works
How refined is your SEM capability?

Digital Marketing by Manohar Prasad

Analytics capability maturity

Digital Marketing by Manohar Prasad

How refined is your site conversion optimization ?

Digital Marketing by Manohar Prasad

How refined is your email marketing capability?

Digital Marketing by Manohar Prasad

Why Use Digital Marketing?

Digital Marketing by Manohar Prasad

 p

Digital Marketing by Manohar Prasad

Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Digital Marketing by Manohar Prasad
Conclusion !
•Digital marketing methodology is designed to
drive company’s online success.

•We start by understanding what winning means to

your business and where your current challenges lie.

•Our approach is customized to bring together the power

of Search Engine Optimization (SEO), Pay Per Click
(PPC) advertising, and Social Media Marketing (SMM)
to create remarkable, results-driven marketing programs.

Digital Marketing by Manohar Prasad

 ThankThank you!You !

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