Digital Marketing Final

8/8/2019 Digital Marketing Final

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IIPM

Advertising Desk

ProjectFuture is the Digital Marketing

Kanika Gupta FN1111Surabhi Singh FN1111Somya Jayaswal FN1111Shivendra Singh FN1111Saket Bajla FN1111

10/5/2009

This paper gives an insight into how marketers can put digital marketing to use andtarget their potential consumers. The future of digital marketing is very promising iswhat has been discussed in detail.



List of Contents

1. Acknowledgement

2. Digital Marketing (intro)

a. Digital marketing Pull Vs. Push

b. Types of digital marketing

3. Advantages of Digital Marketing

4. Disadvantages of Digital Marketing

5. 2009: The year in digital marketing

a. Example

6. Future of digital marketing

a. The future of digital marketing is the future of marketing

b. The future is unknowable – but it’s already here.

c. Respect is the key

d. Basics aren’t enough

7. Conclusion



AcknowledgementWe would like to thank our professor for unbiased attention in the classroom that

enabled us to successfully complete this project.



Digital Marketing

Digital Marketing is the promoting of brands using the Internet, mobile and other interactive

channels.

Digital Marketing is the practice of promoting products and services using digital distribution

channels to reach consumers in a timely, relevant, personal and cost-effective manner.

Whilst digital marketing does include many of the techniques and practices contained within the

category of Internet Marketing, it extends beyond this by including other channels with which to

reach people that do not require the use of The Internet. As a result of this non-reliance on the

Internet, the field of digital marketing includes a whole host of elements such as mobile phones,sms/mms, display / banner ads and digital outdoor.

Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain

that can and does cover most, if not all, of the more traditional marketing areas such as Direct

Marketing by providing the same method of communicating with an audience but in a digital

fashion. Digital is now being broadened to support the "servicing" and "engagement" of

customers.

Digital Marketing – Pull vs. Push

There are 2 different forms of digital marketing, each of which has its pros and cons.

Pull

Pull digital marketing technologies involve the user having to seek out and directly grab (or pull)

the content via web searches. Web site/blogs and streaming media (audio and video) are good

examples of this. In each of these examples, users have a specific link (URL) to view the content.

Pros:

No restrictions in terms of type of content or size as the user determine what they want.

• No technology required to send the content, only to store/display it.

• No regulations or opt-in process required.

Cons:

• Considerable marketing effort required for users to find the message/content.



• Limited tracking capabilities – only total downloads, page views, etc.

• No personalization – content is received and viewed the same across all audiences

Push

Push digital marketing technologies involve both the marketer (creator of the message) as well as

the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of

these examples, the marketer has to send (push) the messages to the users (subscribers) in order

for the message to be received.

Pros:

• Can be personalized -- messages received can be highly targeted and specific to selected

criteria – like a special offer for females, 21 years old or over and living in California.

• Detailed tracking and reporting – marketers can see not only how many people saw their

message but also specific information about each user such as their name as well as

demographic and psychographic data.

• High Return on Investment (ROI) possible – if executed the right way, push messaging

can help drive new revenue as well as brand reinforcement.

Cons:

• Compliance issue – each push messaging technology has its own set of regulations, from

minor (RSS) to heavily controlled (email and text messaging)

• Requires mechanism to deliver content – the marketer has to use an application to send

the message, from an email marketing system to RSS feeders.

• Delivery can be blocked – if the marketer does not follow the regulations set forth by

each push message type, the content can be refused or rejected before getting to the

intended recipient.

Types of Digital Marketing

Banner Ad

It is an advertisement that appears on a Web page, most commonly at the top (header) or bottom

(footer) of the page. Designed to have the user click on it for more information

Blog

Shortened from “web log” a blog is a user-generated Web site where entries are made in journal

style and displayed in a reverse chronological order.



Campaign

A campaign is a specific message being sent to a specific group of recipients.

Click Through

The number of times people clicked on the links in your message. This is often referred to as

CTR (Click Through Rate).

Digital Brand Engagement

It is a brand and consumer interaction through the Internet. This includes all aspects of dialogue

through the social web and on the brand's own website.

DMA Market

DMA stands for Designated Market Area, which is often associated with the entertainment

industry.

Instant Messaging

Instant messaging (often shortened to IM) is a type of communications service that enables you

to create a kind of private chat room with another individual in order to communicate in real time

over the Internet.

Keywords

It is used in conjunction with SMS messages. A user types a short code and matching keyword in

order to be added to a mobile club or database.

Microsite

It is a mini Web site design to promote a specific portion or brand from a larger corporate site.

Used often with contests or as a landing page for a specific promotion.

Opt-In List

Email marketers have databases of subscribers to their newsletters, featuring these subscribers'

email addresses and names. Such a list is known as an opt-in list because users choose to receive

the emails.

Personalization

Personalization gives you the ability to create a customized message for each person in your

database. It can be addressed by first/last name, city, state, zip, etc.

RSS



RSS or Real Simple Syndication is technology designed to allow users to subscribe to a specific

content feed and be automatically alerted when new updates are available.

Short Code

A short code is a 5 digit number that is used to send and respond to text messages. They caneither be a random set of numbers or a “vanity” number tied to a specific brand or number

pattern.

SMS

SMS (Short Message Service) is a one-way text message sent via a cell phone. It is usually

received via the subscribers' text message inbox on their cell phone and can be a maximum of

160 characters per message.

Social Bookmarking

Social Bookmarking is a popular way to store, classify, share and search links that are combined

into a single site for easy access.

Streaming Technologies

Communication channel such as video and audio that is accessed online. It can be a pre-stored

clip to access as well as a live feed that is streamed like an online broadcast.

Subscriber

Is a person who signs up to receive messages from a particular company or entity.

Targeting

Targeting allows you to send a message to people based on specific criteria from your subscriber

database.

Voice Broadcast

Sending a pre-recorded voice messages to a large set of phone numbers at the time same. Can

either be a voice call (meaning the recipient must answer the call for the message to play) or

voice mail (meaning the message will play only if the recipient doesn’t answer )

Widget

It is a small graphical device that does a highly focused, often single, specific task. Web widgets

can be embedded in web pages or run on the desktop of a PC (Windows or Mac) using software

such as Apple's Dashboard software or Yahoo! Widgets Engine.



Advantages of Digital Media

There are numerous advantages to using to digital media. These include:

Convenience:

• A website allows you to be available all day, every day.

• Electronic presentations can be stored, transported and displayed on a laptop.

• E-mail marketing enables promotions and specials to go out regularly and quickly.

Cost:

• Full color designs cost the same as one color designs, unlike print media where each

color costs extra in the printing process.

• Changes to designs and information can be implemented easily and made available

almost immediately - without costly reprints and wasted copies of out-dated material.

• The distribution costs involved with e-mail marketing are negligible compared to the

costs of mailing promotional literature or distributing flyers.

• Printing costs are eliminated or at least substantially reduced.

Impact:

• Well-designed websites, presentations, e-mail campaigns and business CD’s have a powerful impact on clients. This makes you easier to remember and do business with.

• Using the latest technology for effective communication creates the impression that your

company knows about the latest trends and solutions. It also makes you appear competent

and efficient.

Targeting:

• People who go to your web site after being specifically directed there are already

interested in your goods and services and are more likely to buy from you.

• Focused e-mail campaigns also enable you to reach the people who are most likely to be

interested in what you have to offer. Traditional mail shots may be sent to many people

who have no interest at all in your current promotion and who simply throw away your

expensive pamphlets - what a waste of money!

Disadvantages of Digital Marketing



• Full of Viral Potential

This can be negative too. If you make a mistake, or are perceived to have done, then the

news can spread far and wide within minutes. This will be very difficult to remedy and

will be wholly counterproductive to any positive global marketing goals you may have

achieved.

• Search engine’s ranking criteria

The way a site gets ranked is how relevant the search query matches to the content of the

page. Though it’s not an exact science, some major factors that contribute are title tags,

meta tags, and the type of text on the web page.

• Deliverability

Difficulty of getting messages delivered through different internet service providers

(ISPs), corporate firewalls and webmail systems.

• Render ability

Difficulty of displaying the creative as intended within the in-box of different email

reading systems.

• Email response decay

Email recipients are most responsive when they first subscribe to an email. It is difficult

to keep them engaged.

• Communications preferences

Recipients will have different preferences for email offers, content and frequency which

affect engagement and response. These have to be managed through communications

preferences.

• Resource intensive

Although email offers great opportunities for targeting, personalization and more

frequent communications, additional people and technology resources are required to

deliver these.





The use of social media as a marketing tool increased greatly in 2008 and that upwards trend is

expected to continue as brand managers seek new and more cost effective ways of reaching their

core audiences.

While major brands have traditionally hesitated to embrace the phenomenon, projects such as

British Airways’ MetroTwin - an online community and information portal built around theairline’s transatlantic services – have successfully demonstrated the potential power of social

networks. As a result, we expect 2009 to witness an exponential increase in marketers’ use of the

channel.However, if not applied with suitable expertise social marketing campaigns can have a negative

impact. No brand has yet to successfully mount a defensive campaign via the social networks,

and the practice is coming under increasing scrutiny.

Video

While the application of online video as marketing tool has been growing steadily for a number

of years, we expect to see a further explosion in its use over the course of 2009.

As consumers continue to flock online for video entertainment, an expanding range of techniqueshas been applied by major brands seeking to harness the upsurge in interest. While Lloyds TSB’s

television adverts now appear on YouTube, Barclays successfully encouraged users to make

their own films in one of its student campaigns.

Mobile

It is a buzz industry that has yet to produce anything to match the hype, but the mobile searchmarketing space could well begin to live up to its early promise in 2009. Apple’s iPhone,

Google’s Android and a raft of new touch screen devices have reignited both public and

commercial interest, and we expect to see the sector take great strides in the coming year.

While new phones are awakening consumers to the mobile content market, various technical

breakthroughs have similarly enlivened the space. Google now offers location-specific mobilesearch results, YouTube has made its entire catalogue available in mobile format and Yahoo has

expanded its mobile voice search offering.

With a range of new handsets and dynamic applications now converging, the evidence suggeststhat 2009 will see unprecedented levels of activity as marketers move to exploit the new channel.

According to a recent survey conducted by 02, brands will have increased their spending on

mobile marketing by 150% by 2013 and do not anticipate any impact on budgets as a result of the economic downturn.



Future of Digital Marketing

Marketing is undergoing a period of intense change, and there are several inflection points on the

horizon which will have a transformational effect, so that by the middle of the next decade every

facet of marketing will have been changed radically by the digital revolution.

To date, the emergence of digital technology has caused great debate, and in some sectors has led

to revolutionary change. While ‘small advertising’ such as classifiers and personals has movedonline in a wholesale way, brand advertising has been affected in a more marginal way.

Most innovation has been in the form of ‘media firsts’ – finding new places to stick advertising.Until very recently there has been little progress in targeting. The proliferation of media has in

some ways made demographic targeting easier. But it has done this at precisely the same time

that demographics have been declining in relevance as a predictor of consumer behavior.

There are, however, huge changes on the horizon.

Developments in technology will be the catalyst for fundamental change in the ways consumers

use media, and consequently on how they consume marketing messages.

The broad themes of the new media consumption landscape will be:

• Media consumption will become less collective and more individual

•

Sophisticated, multiple pathways to individual consumers will develop

• All media relationships will become interactive to a greater or lesser extent

• Consumers will increasingly determine their own use of media in a much more complete

fashion, including deciding when they will accept marketing messages and when they

won’t

• Metrics which measure ‘viewing’ rather than ‘engagement’ will disappear

Marketing plays a vital business function in connecting consumers with things they want to buy.For marketing to service the new needs of business and for it to profit from rather than suffer

from the changing world of media, it will have to adapt in a radical way.



The new age of marketing we are about to enter will be about:

• Relevance:Relevance will be a key to ensuring that yours is among the few marketing messages with

which your target consumer will truly engage.

•

Interaction:Interaction will offer individual consumers unique experiences, feeding back information

to the brand.

• Relationships:

Relationships will be the vital pathways by which marketers reach consumers, including

relationships with media, with brands and with fellow consumers.

The importance of these three factors will compel marketers to exploit more fully than at present

the inherent advantages of digital media, including:

•

The addressability of individual consumers rather than a broadcast model

• Interactivity rather one way communication

• Learning about individuals and their behavior and using this information to determine

what information and entertainment to service them with in the future.

The Future of Digital Marketing Is the Future of Marketing

Digital channels are increasingly crucial for all advertising and other communications with

consumers. In fact, the word “digital” is becoming superfluous.

The Future is Unknowable—but it’s Already Here



Few speakers were prepared to predict the future. But speakers and delegates seemed to share a

sense of what it will be like.

Within a few years, one or two genuinely new technologies will burst on the scene. But most

“innovations” in marketing will be new applications of technologies already available, such as

using Google Earth more to provide local context for travel destinations online, or usingaugmented-reality programs in mobile phones to display full product and price information for

items viewed in the physical world.

Respect Is Key

In a world of behavioral targeting and the mountains of information being amassed about

Internet users, transparency is more important than ever.

Top tips:

• Relevance for consumers means respecting their declared preferences, the explicit

permissions they give and their right to privacy. Take the high ground.

• Give people access to their own information. That breeds trust and will lower resistance

to marketing messages.

Going Back to Basics

A recurring refrain in all the industry sessions, Marketers of all stripes, dogged by the recessionand overwhelmed by the plethora of digital tools and channels available, need to get the

essentials right.

Top tips:



• Website optimization. Know what’s working, and fix what’s not. Ease of use for

consumers is increasingly important. Make sure navigation and content are efficient and

up to date, and remove dead links.

• Consistent, end-to-end branding.

• Ensure your products, services and USP are crystal clear to consumers.

• Make simple, clear calls to action.

• Set deadlines and keep them. Work backward from where you want your business to be

in six months to establish marketing plans. If you can’t see reaching the goal you set,

rethink the goal.

• Concentrate on home markets first. Get that right before rolling out elsewhere.

• Search: It may not be sexy, but it remains “the lifeblood of marketing.”

• Don’t average cost-per-click data over entire campaigns. To see underlying patterns, you

need to get granular.

• Make your money go further. Assess the media you own (content assets, Website and so

on), the media you buy and the media exposure you earn (mentions in major newspapers

or industry news sources, for example). Maximizing coverage of your owned and bought

media in the press can multiply your exposure many-fold.

Basics Aren’t Enough

Somewhat paradoxically, this theme went hand in hand with hard advice on Web analytics,

clarity, brand consistency and leveraging existing assets. Many speakers stressed the importance

of getting beyond the predictable and the merely adequate to deliver an unexpected, higher-value

consumer experience—aka “magic.”

Top tips:

• Think high value, not high volume.

• Avoid fake personalization. If you claim to act on your customers’ declared interests,

make sure it shows. Tailor content to your site visitors and the recipients of your e-mailcampaigns.

• Empower your advocates, and provide tools they can use to spread the word.

• Cool tools are best, such as iPhone applications or widgets that make key activities

portable, easily accessible—and fun.



• Use an element of surprise to spark excitement and interest. If you run a travel site,

delivering one unexpected, intriguing option in an otherwise predictable list of hotels in

Florida can remind users of something often forgotten these days: Serendipity is central

to the online experience.

ConclusionMore traditional marketing budgets are shifting toward digital mediums at a rapid pace, and for

good reason. Digital marketing is typically more cost-effective and responsive; fosters immediate

customer engagement; and, importantly, it’s measurable in ways that traditional advertising is

not. In fact, a recent CMO Council study surveying more than 650 worldwide marketers

indicated that a majority of marketers’ traditional advertising — such as outdoor, print and

television — would remain the same, but their digital advertising, including social media and

search marketing, would increase.

Online ad spending — and especially paid search spending — is expected to remain resistant to

short-term economic slowdown. Industry analysts predict that online ad investment will grow

over the next few years, but off-line ad spending will be relatively less robust and increase at a

lower rate. Moreover, even when economic conditions stabilize, increasing consumer adoption of

the Internet will create valuable opportunities for brand advertisers to engage audiences with rich

media and video ads.

Consumer preferences are also shifting in favor of the digital landscape as it provides more

options and information, while giving users greater influence and control over the relationships

and experiences they have with brands. Today’s consumers want to customize the type of information they receive, how often they receive it and which channels they’d prefer. It’s a

challenging paradox for marketers, and those who do not rise to meet their customers’

expectations and demands — through digital channels and traditional mediums alike — will miss

out on ample opportunities for success.

The state of the digital media landscape will not remain constant. Consumer behavior will

continue to change as technology evolves and new information portals capture the user’s

attention. To keep up with this ever-changing phenomenon and strategize accordingly, marketers

need to be informed with key performance indicators, predictive analytics reports and industry

benchmarks.

Documents

Digital Marketing Final