Digital Media O c t o b e r 2 0 1 3

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Digital Media: Building the Basics

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An Acceptable Definition

Business dictionary defines Digital Media as:

Digitized content (text, graphics, audio, imagery and video) that can be transmitted over internet or computer networks.

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Building Blocks of Digital Media

Process

Technology

People

IT Infrastructure – Servers, Networks etc.

Store / Retrieve

Engage / Respond

Publish / Read Protocols

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What’s in it for Brands & Corporates?

Internet is an important influence on consumers interested in buying new products across most categories

– Nielsen Global Survey

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What’s in it for Brands & Corporates?

PEOPLESignificant share of the Global & Indian population had adopted Internet & Digital Media

Digital goes Online World India

Internet Users 2.4 Billion 137 Million

Mobile Internet Users 2.1 Billion 79 Million

Smartphone Users 1 Billion 44 Million

Social Media Users

World India

Facebook 1.15 Billion

78 Million

Twitter 500 Million

33 Million

LinkedIn 238 Million

20 Million

Instagram 130 Million

4 Million

Pinterest 70 Million 5.5 Million

Sources: Internet World Stats, Mobithinking, Medianama, Trak, Digital Insights, Business Today

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How People in Digital Media are relevant to Brands?

Brand

Industry Leaders

Competitors

Detractors

Customers

Prospects

Fans / Followers

Suppliers / Vendors

Employees

We are connected to brands in more ways than we realize in Digital Media

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Corporates today invest Time, Money & Resources in multiple Digital Media Initiatives:

Digital Branding – Brand building & engagement in web; communication focused

Digital PR – Transforming static news into opportunities of online conversations

Digital Marketing – Attract target audience to the digital media assets

Brands & Corporates Acknowledge the importance of Digital Media

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Digital Marketing – Attract Target Audience to Digital Assets

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Digital Marketing Landscape

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CHANNELS

Search Email Marketing Content MarketingSocial MediaDisplay Advertising

Organic

Paid

Contextual TargetingBehavioral Targeting

Re-Targeting

Monitoring

Marketing

Engagement

Transactional

Direct Mails

Digital PR

Blogging

STRATEGY

ANALYTICS

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Digital Marketing is now Mainstream in India

FY 2010-11 FY 2011-12 FY 2012-13 FY 2013-14(Est.)

1,140

1,750

2,260

2,938

54%

29%

30%

Indian Digital Media Spending (INR Crores)

Category FY 2010-11

FY 2011-12

FY 2012-13

Search 493 718 850

Display 557 595 662

Social NA 175 300

Mobile 90 123 230

Video NA 88 150

Email NA 53 68

Spending by Top Digital Marketing Categories (INR Crores)

Industry is need of competent professionals to manage this massive spendingSource for Digital Marketing Spending: IAMAI

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STRATEGY

ANALYTICS

CHANNELSCrowded

In Need

Dearth

Digital Marketing Workforce

Digital Marketing spectrum is abuzz with Experts that has technical know-hows & operate across various channels

Digital Marketing needs Business Professionals to make it more relevant to Businesses For instance, Marketing Managers are needed to Strategize, Sales Managers to device

action plans, Business Analysts to extract insights from the abundance of Digital marketing data

Analytics – a high potential, yet under sourced space of Digital Marketing October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED

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Wise minds are needed to:

Convert Data into Information

Turn Information into Knowledge

Churn Knowledge into Wisdom

Digital Marketing Analytics

Analytics, when rightly done:

Shreds insights that can be implemented Online & Offline

Contributes to the business bottom-line – increase revenue

Proves the value of digital marketing existence of a brand

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DIKW Model for Digital Marketing Analytics

D I K W

Data

Extraction:From multiple channels

Information

Action:Act upon the data

Knowledge

Explanation:What are the results?

Wisdom

Experience:What is best?

Doing the right things Doing the right things

DIKWPAST FUTURE

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Digital Marketing Analytics – Practical ApplicationsMobile traffic report of a fashion website -> Singles out the mobile platform where the retailer should launch their first ecommerce mobile app

Analytics of the iOS app will answer the What, Why & How questions for the Android app

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Digital Marketing Analytics – Practical ApplicationsEcommerce Traffic Report -> Singles out the source / medium that has the highest Per Visit Value; Effort should be taken to increase the traffic from this source

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Digital Marketing Analytics – Practical ApplicationsLocation Report -> Suggests the locations where the brands can open their next retail outlet

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A Snapshot of Career Options in Digital MarketingDigital Marketing Roles Titles

Setup and / or handle Digital Marketing practice in organizations; Accountable for P&L of the practice GMs / Directors/ AVPs &VPs / CXX

Handle large enterprise clients with managing digital marketing spends around hundreds of crores Account Directors / Sr. Account Directors

Manage relationships with Digital Marketing clients Account Managers / Sr. Account Managers / Client Managers

Brand representative who, in liasion with third party agenicies, ensure that the Digital Marketing objectives are achieved

Client Partners (Digital Marketing)

Brand representatives who ensure consistent and optimal messaging, promotions, pricing, and advertising of brand & its products / services

Brand Managers (Digital Marketing)

Develop & Execute scalable solutions across Digital Marketing landscape - SEO, Paid Ads, ORM etc. Digital Marketing Managers

Develop, Oversee and execute the communication/marketing strategy in Social Media, which includes advertising and promotions plans

Social Media Managers

Collect and analyze data on website visitors patterns, customer voice in digital media talking about brands, product features, competition and other areas that inform marketing business decisions

Marketing Researchers (Digital Marketing)

Gain first hand knowledge in Digital Marketing techniques before taking great leaps Analysts – Web / Social Media / SEO / SEM / Digital Marketing

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Search Ad Campaigns Social Media / ORM Email Marketing Web Analytics

• Moz • Kenshoo • Radian6 • iContact • Google Analytics• Raven

Tools • IgnitionOne • Brandwatch • Pinpointe • Adobe SiteCatalyst

• Adobe AdLens • Unmetric • GetResponse

• Sysomos

Great to gain exposure to these prominent Digital Marketing Tools

Few Digital Marketing Programs & Certifications are available to gain Digital Marketing exposure: Advanced Online Advertising Program - Google India (through NIIT Imperia) Professional Diploma in Digital Marketing (NIIT Imperia) Certificate / PG Certificate Course in Digital Marketing (Certified by IAMAI) Advanced Program in Digital Marketing – IAMAI (through NIIT Imperia)

Certification for Digital Marketing Platforms Google Analytics, Google AdWords, Adobe Omniture, Adobe AdLens, Kenshoo

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