1

2

Consumer Buying Cycle

Awareness Interest Desire Action

3

Extended consumer Buying Cycle – 7 stage pathway

What does it do for me

Is it for me ? Which

one ?This one This is just

what I wanted

They care about me

These are great . You should get one

4

Marketing Strategy – Yester Years

5

Marketing Strategy Of Yesteryears

Newspaper

Radio

Directories

Flyers

TV

6

Traditional planning around the consumer buying Cycle

Awareness involvement

Active considerat

ion

Purchase (conversio

n)

Consumption

Relationship building Advocacy

Television

Press

advertorials

Directories

POS

coupons

After sales program

Loyalty Program

7

Traditional marketing

• Outbound Marketig – One way commmunication – Customers are sought out – No added value– Repetitive and boring Result :

86% people skip Television Ads44% of direct mail never opened

8

Need of the hour

• In bound Marketing – Two way communication– Customer seeks you out – Added Value – education entertaintment

9

Opportunity

• Growth rate of digital media – 30% • Growth rate of traditional industries – 5-10%• Internet penetration in India – 15-16% ( 200 million by Oct

2013)• In absolute number this coverage is 10 times the population

of Australia• Internet penetration is expected to be around 243 million by

mid 2014• Mobile internet users in India – 110 million • Mobile internet users in Rural India – 25 million• Facebook users in India – more than 82 million

10

Definition of DM

• Use of Digital Channel to promote or Market Products and services

11

Integrated planning with new media

Awareness involvement

Active considerat

ion

Purchase (conversio

n)

Consumption

Relationship building Advocacy

Television

Press

advertorials

Directories

POS

coupons

After sales program

Loyalty Program

Online Banners / Video Marketing

Search Engine Optimisation/ Search Engine Marketing Social Media – FB , twitter

12

Traditional Vs Digital Marketing

Traditional • Broad Cast – Push outbound forms of

Communication• Message driven- by brand, features,

benefits etc• Didactic- tells explain , elaborate ,

instruct • Constrained – marketing content should

fit in with program schedules, print schedules, geographic boundaries etc

• Calendar and budget bound- fixed start – end points

• Power – Power and influence with traditional media is retained by the media owner and advertiser

Digital • Interactive – Push and Pull approach-

interactive engagement , focused approach to customers

• Consumer – driven : DM is in terms of consumers interest and preference

• Listening – two way communication- listen engages and shares

• Unconstrained from schedules and geographic limitations

• Open ended – launch , review , adjust and relaunch

• Power – In DM control and influence is with the customer

13

Traditional Vs Digital Marketing Traditional Marketing Digital Marketing Broadcast Interactive Message Driven Consumer DrivenDidactic Listening

Constrained Unconstrained

Calendar and budget bound Open ended

Power retained by Media owner Power with consumer

14

Digital Channels

• DM tools refers to the application of relevant digital channel to achieve the marketing goals

• The primary channels are – Search Optimisation– Search Marketing – Email Marketing – Digital Display advertising – Social Media Marketing – Mobile Maketing– Analytics

15

Search Engine Optimisation

• SEO means optimising your website so that it is found on search engines

• The website should be aligned with the search phrases of the audience to get high ranking in the organic listing of search engine results

• SEO is an ongoing dynamic process with goals action, review and iteration

•

16

SEO

SEM

SEO

17

Search Engine Marketing

• SEM refers to paid advertising to achieve search placements – Pay per click

18

Email marketing

• Email marketing is advertising the service through email to the customers

• Email marketing consists of following steps– Data collection – creation of subcribers list including the

email numbers– Design – creation of an email campaign including the lay

out , structure , design , content etc– Delivery – refers to the mechanism used for email

marketing .– Reporting – tracking and analysis of the recipients'’

interaction with the emails .

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Digital display Marketing

• Digital display marketing refers to advertising by placing the graphically rich advertisement on selected websites

•

20

Mobile marketing

• Mobile marketing refers to applying a range of digital marketing activities through mobile devices

• You can connect with the customers irrespective of their location

• Mobile provides a means of convergence . Functionalities such as SMS , camera, music , phone browser , GPS , email , office applications , social media and gaming , all come together in one device

21

22

Social media marketing

• SMM refers to engagement with your target audience throgh social network.

One can build relationship with the customers using social media and also able to get feed back on the expectation of the customersThe evolution of nline interaction and web places the user centre stage and increasingly n control

23

Analytics

• Analytics refers to measuring and monitoring customer activities on any of the digital marketing campaigns .

• Gives key insights into the volume and type of actions that customer carry out online

• Ex: google analyticG

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Guidelines

• One should be aware of the laws regarding privacy , data protection , copy right and accessibility with regard to DM

• Some of the common electronic privacy characteristics are – Option to opt out at data collection point – Subscriber should be informed about thepurpose of

information collection – Email only about a similar product – Option to opt out on every email– Opt In only valid for 12 months

25

Group Discussion

• Relevance and scope of digital marketing in India Post