MARKETING APPLICATION

Session 3

Media Options for Advertising

TRADITIONAL MEDIUMS

Print TV Magzines-

Weekly,Monthly,Fortnightly

Hoardings, Kiosks

EMERGING MEDIUMS

Internet Advertising Mobile Advertising Online versions of

printed magazines OoH Solutions in

bus,taxi,rail

3 - 3

Major Forces Shaping the Digital Age

Digitalization and Connectivity The flow of digital information

requires connectivity Intranets, Extranets, and the

Internet

The Internet Explosion Key driver of the “new economy”

3 - 4

New Types of Intermediaries Brick-and-mortar firms often face

disintermediation from click-only competitors

The click-and-mortar business model has been highly successful

Customization and Customerization

Major Forces Shaping the Digital Age

3 - 5

Marketing Strategy in the Digital Age

E-business: uses electronic means and

platforms to conduct business. E-commerce:

facilitates the sale of products and services by electronic means.

3 - 6

Marketing Strategy in the Digital Age

E-marketing: Includes efforts that inform,

communicate, promote, and sell products and services over the Internet.

E-commerce benefits both buyers and sellers

3 - 7

Marketing Strategy in the Digital Age

Buyer Benefits of E-Commerce: Convenience Easy and private Greater product access/selection Access to comparative

information Interactive and immediate

3 - 8

Marketing Strategy in the Digital Age

Seller Benefits of E-Commerce: Relationship building Reduced costs Increased speed and efficiency Flexibility Global access, global reach

Digital Media in Perspective…Digital media refers to electronic media which works on

binary codes. Computing is based on binary codes.

Examples of Digital Mediums

Internet or World Wide Web Mobile telephone E commerce portals Online Gaming Online editions of print materials Online ticket Booking

Internet & Mobile Applications are gaining prominence… Increased Penetration of computing

device Infrastructure Improvement (Broadband

& Better Connectivity) Very high penetration of mobile phones

– Masses as well as Classes (316 Mn) Internet is global medium, hence faster

acceptance Usage of internet on rise

World Wide Internet Users…

Global Internet Penetration…

Purpose of Internet Usage…

Emails General Information Chatting & Social Networking Online Gaming Online Jobsites Financial Info Ticket Booking

Indian Internet User Profile

14%

23%

28%

17%

9%

9%

School Kids (Age 12-17)

College Students (Age 18-23)

Young Men (Age 24-34)

Older Men (Age 35-58)

Working Women (Age 18-45)

Non-Working Women (Age <45)

Internet Users Region Wise…

North, 21%

East , 15%

West, 31%

South,33%

Regional Penetration of Internet in India

Internet Access by Time…

Positives of Digital Advertising… Interactive

Cost effective

Measurable

Customization to the user profile

Low spillage

Database creation

Global Medium

Digital Ad Options…

Banner ads Scrolling ads Pop Ads Search Engine optimization –

Google Search-Through text Search- Through Placement

Banner & Scroll Ads

Banner & Scroll Ads…

Google Search…

Google Search…

Paid ListingNatural Search Results

10 C`s of Internet Marketing

Competition

Communication

Consistency

Creative Content

CustomizationCo-ordination

Control

Corporate Culture

Convenience

Customer

Web marketing Tasks… Strategy & business plan Setting up IT infrastructure Getting high traffic Making site interactive Keeping site updated Making site user friendly Creating a system for delivery of

products

3 - 25

Promise and Challenges of E-Commerce

The Promise of E-Commerce The future of B2B E-commerce is

bright A few click-only companies may

succeed Most companies will integrate

online marketing into the marketing mix

3 - 26

Promise and Challenges of E-Commerce

Challenges: The Web’s Darker Side Few B2C companies are profitable

Limited exposure, skewed demographics Navigating the web is often problematic

Challenge: Legal and Ethical Issues Online privacy and security concerns Internet fraud, the digital divide,

access by vulnerable or unauthorized groups