Digital Marketing

-Presented by (Group 10) Divya B (07), Kamlesh K(16), Sagar S(38), Teena D(43) , Jyoti J(51)

What is Marketing??? • Creating • Communicating • Delivering

Types of Marketing

Digital Marketing • Digital Marketing is the promoting of brands using the Internet, mobile and other interactive channels. • The unique effects of digital marketing is not driven by technicality itself but first and foremost a result of digital technologies seamless integration within our everyday life.

(Lee Odden on Feb 18th, 2009 in Online Marketing, Reader Polls)

Objectives of digital marketing

DIGITAL CHANNELS VIDEO

E-MAIL

BLOGS

BANNERS

GAMES

DIGITAL CHANNELS

WEB SITES

SEM

PODCASTS

MOBILE PHONES

Types of digital marketing Push digital marketing

Pull digital marketing

COMBINATION OF PUSH AND PULL

Digital Marketing Mix • • • • • •

Integration Independence of location Industry restructuring Intelligence Individualism Interactivity

Custome r value

Advantages • • • •

Convenience Cost Impact Targeting

Limitations • Limited reach • Difficult to penetrate in rural markets.

A Few Examples

BLOGS

SEM

User makes a search

C O N T A C T A company presents itself in the search engine

WEBSITES AND VIRAL VEDIOS

SMS/MMS

Digital banners

A case study….

ON

Dove Hair Care on Yahoo!

FLOATING BANNER ON YAHOO! HOME PAGE

VIDEO BANNER ON YAHOO! HOME PAGE

YAHOO! MAIL INNOVATION

Ad Campaign Statistics • Campaign duration : May ‘07-Jun ‘07 • Total Page Views Delivered : 9,42, 567 • Total Ad Impressions Served : 15,013,191 • Total Clicks : 2,25,671 • Average CTR : 1.5% • Total Number of Videos Recorded on Streets: 1300 • Total Page Views on the Dove Special : 387,924 • Total Time Spent on the Dove Special : 842,600 min • Total No. of Answers Received by Yahoo! Users : 2,658

The Future….. Digital marketing is here to stay.

E-marketing by Malcolm McDonald and Hugh Wilson Marketing management by Philips Kotler etal www.davechaffey.com www.toprankblog.com/.../social-media-marketing-topsdigital-marketing-tactics-for-2009/ Web-Chutney-Digital-Media-Outlook-Report-2009.pdf 2009The-Year-in-Digital-Marketing.pdf www.iamai.in/DMarketing.aspx [dove case study] www.wikipedia.org www.pdfcoke.com