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5 Pit Stops To Your Digital Marketing Success
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Are you ready to zoom ahead full throttle in this Marketing Grand Prix?
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But before you hit the gas let’s take you back
in time…
1
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The Evolution Of Digital Marketing
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• Sudden change in society from farming to manufacturing
• Mass production of goods • Differentiator: Product
• Transition from mass production to customers’ needs
• Focus on delighting customers • Differentiator: Service
• Proliferation of digital channels • Shift in customer’s needs from
mere product to product information
• Differentiator: Information
1750 Industrial
Ecology
1950 Service Ecology
2000 Digital
Ecology
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Now that we know where digital marketing stems from…
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Let’s FUEL up…
2
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Digital Marketing The CONCEPT UNLEASHED
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PROMOTION of your business, organization or brand through channels such as INTERNET, MOBILE PHONE,
TELEVISION, COMPUTER and GAME CONSOLE in addition to using creative ONLINE ADVERTISING, VIDEO or other
such methods to engage with consumers.
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Digital Marketing: What Marketing Gurus Say
Digital Marketing WHAT MARKETING GURUS SAY
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“The Internet is becoming the town square for the global village of tomorrow.” - Bill Gates, Founder, Microsoft
“It's hard to find things that won't sell online.” - Jeff Bezos, Founder, Amazon
“We had invested in social media and digital experts. Now Starbucks is the number one brand on Facebook.” - Howard Schultz, Chairman/CEO, Starbucks
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Doing business without DIGITAL MARKETING is like winking at a girl in
the dark. You know what you are doing, but nobody else does!
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Now let the rubber hit
the road…
3
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Moving on to a BIGGER picture…
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DIGITAL MARKETING SERVICES
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Digital Marketing
Wheel
Pay Per Click Advertising
Search Engine Optimization
Online Media Buying
E-mail Marketing and Viral Videos
Social Media Marketing
Website Design and Development
Mobile Marketing
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Pay Per Click (PPC) Advertising Pay Per Click or PPC is an online advertising
model, where the advertiser only pays if a web
user clicks on their ad.
Search query
Your Ads will show here next to your search results
Your Ads will show here next to your search results
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Search Engine Optimization (SEO)
SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query.
Local Search Engine Results
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Buying space on sites across the internet or on ad networks to place banner display ads to promote a product, service or business whether it be for direct response or branding purposes.
Online Media Buying
Call To Action Display ads
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Display Advertising Display advertising is a type of online advertising that comes in several forms, including banner ads and rich media. Display advertising relies on elements such as images, audio and video to communicate an advertising message.
Call To Action Display ads
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Social media marketing refers to the process of gaining website traffic or attention through social media sites.
Social Media Marketing
Convert # into INR via all India Twitter trend
Your Facebook ads will display here
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Web development refers to building, creating and maintaining websites. It includes aspects such as web design, web publishing, web programming, and database management.
Website Design and Development
Customized websites and landing pages
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Mobile Marketing Mobile marketing is simply the process of marketing to people via their mobile devices.
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Stop, refuel, GO…
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Understanding the CONSUMER
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Awareness Consideration Purchase Retention Advocacy
PR
Radio TV Print
Word of Mouth
Online Ads
PPC
Social Ads
Reviews
Blog
Media
Direct Mail Email
Ecommerce
Store
Website
Community Forum
FAQ Knowledge Base
Promotions
Blog
Social Networks
Newsletter
INFLUENCING THE CONSUMER THROUGH INTERNET MARKETING
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DIGITAL ECOSYSTEM OF AN INTERNET SAVVY CONSUMER
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Stop, tyre-change, GO…
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Digital Marketing
THE HARD FACTS
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(Source - Comscore 2013, IAMAI 2013)
Your sneak peek into the Indian Internet Growth Story
205
0
50
100
150
200
250
2010 2011 2012 2013
Internet Population (in Million)
2662
583 279
105
0
500
1000
1500
2000
2500
3000
Global China UnitedStates
India Japan
Internet Population (in Million) by 2015
343 Million internet users by 2014
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137m URBAN
68m RURAL
58%
Y-O-Y GROWTH OF RURAL INTERNET
USERS
Booming internet usage growth in rural markets!
(Source - IAMAI 2013)
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E-commerce expected to grow by leaps and bounds!
16%
Total Population Vs Internet Users
Non-InternetUsers
Internet Users14%
Internet Users Vs Online Buyers
Internet Users
Online Buyers
28
128.5
0
20
40
60
80
100
120
140
2014 2018
Online Buyers Population (in million)
Online BuyersPopulation
(Source -: IAMAI 2013, Frost & Sullivan 2013, Forrester 2013)
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Over
40% of online buyers expect to increase their
online shopping budgets over the next
12-15 months
(Source - Frost & Sullivan, 2013)
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Surprise! Smaller cities in South generate
more online revenue than metros!
(Source: Google Search Trends February 2014)
Meghalaya
Goa
Odisha
Puducherry
Cities spending more than Metros
Coimbatore
Top spenders in South India
Vishakhapatnam
Thiruvananthapuram
Thrissur
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$1.30 $2.00
$3.20
$5.00
$7.50
$11.20
$16.00
0
2
4
6
8
10
12
14
16
18
2012 2013 2014 2015 2016 2017 2018
Total Online Retail Spending in India (in US$ billions)
Source - Forrester Research Online Retail Forecast, 2013 to 2018 (Asia-Pacific)
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Over
67 percent of urban Indians are influenced by social media in their purchasing decisions.
(Source - Frost & Sullivan 2013)
50% of young urban Indians spend more than
2 hours on social media sites daily.
Social Media as the GAMECHANGER
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The Multiscreen Usage
81% Indian population uses
Mobile phone
10% use Smartphone
9% use Multimedia phone
3% use Tablets
(Source: Neilson 2013)
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Digital advertising is
10% of the total advertising market in India
FICCI KPMG Media and Entertainment Industry Report
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Creates competitive advantage
Creates customer
centric organization
Helps with brand
differentiation
Builds greater customer affinity and attachment
100% Marketers believe so
45% marketers believe
DIGITAL MARKETING
Your friend with benefits
(Source - Adobe APAC Digital Marketing Performance Dashboard 2013)
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2%
22%
0%
5%
10%
15%
20%
25%
2012 2013
Percentage of marketers spending over 50% of their budgets on
digital marketing
(Source - Adobe APAC Digital Marketing Performance Dashboard 2013)
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75% of marketers have been allocating their
digital marketing funds on content development and performance optimization,
SEO and SEM, social and email
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Digital Ad growth surpasses other mediums
Indian Digital Sector is on the rise, with 31% growth as opposed
to other media.
Ad Revenues in India, by Media, 2011-2016 Billions of Indian Rupees
2011 2012 2013 2014 2015 2016 CAGR
Print 139 154 172 193 215 241 11.5%
TV 116 130 148 170 197 230 14.7%
Out-of-home
18 20 22 24 26 29 10.0%
Digital 15 20 26 34 44 57 29.9%
Radio 12 13 16 20 24 30 20.7%
Total 300 337 384 440 506 586 14.3%
(Source: emarketer 2013)
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Percentage of internet users in India is growing and is expected to be around 343 million by June 2014.
Number of online buyers in India will increase to 128.5 million in 2018 from 39.1 million in 2014.
Smaller states will become hub for digital marketers as they spend more than Metros.
Over 67 percent of urban Indians are influenced by social media in their purchasing decisions.
Cost-efficiency, effectiveness of online channels and their ability to deliver better ROI is considered the top driver for the adoption of digital marketing.
Marketers will increase their digital advertising budgets.
India’s Digital Advertising industry is growing @ 31% which means increase in the internet usage for e-commerce activities.
Data Hotspots
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So what’s your Digital Marketing Strategy for
2014?
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