MA Session 3

7/31/2019 MA Session 3

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MARKETING APPLICATION

Session 3


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Media Options for AdvertisingTRADITIONAL MEDIUMS

Print TV

Magzines-

Weekly,Monthly,Fortnightly

Hoardings, Kiosks

EMERGING MEDIUMS

Internet Advertising Mobile Advertising

Online versions of

printed magazines OoH Solutions in

bus,taxi,rail


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3 - 3

Major Forces Shaping the

Digital Age

Digitalization and Connectivity

The flow of digital informationrequires connectivity Intranets, Extranets, and the Internet

The Internet Explosion

Key driver of the new economy


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New Types of Intermediaries Brick-and-mortar firms often face

disintermediation from click-onlycompetitors

The click-and-mortar business modelhas been highly successful

Customization and Customerization

Major Forces Shaping the

Digital Age


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3 - 5

Marketing Strategy in the

Digital Age

E-business: uses electronic means and platforms

to conduct business.

E-commerce: facilitates the sale of products and

services by electronic means.


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Digital Age

E-marketing: Includes efforts that inform,

communicate, promote, and sellproducts and services over the

Internet. E-commerce benefits both buyers

and sellers


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Digital Age

Buyer Benefits of E-Commerce:

Convenience

Easy and private

Greater product access/selectionAccess to comparative information

Interactive and immediate


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Digital Age

Seller Benefits of E-Commerce:

Relationship building

Reduced costs

Increased speed and efficiency Flexibility

Global access, global reach
http://images.google.com/imgres?imgurl=http://theinsiteonline.com/images/Marketing%2520Globe.jpg&imgrefurl=http://theinsiteonline.com/MarketingTeam.html&usg=__fLnjM6Uj8eM3pPLBkOyyY3Y8Bqg=&h=435&w=451&sz=169&hl=en&start=82&itbs=1&tbnid=610ify5NfwyZYM:&tbnh=122&tbnw=127&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63


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Digital Media in PerspectiveDigital media refers to electronic media which works on binary

codes. Computing is based on binary codes.

Examples of Digital Mediums

Internet or World Wide Web Mobile telephone E commerce portals Online Gaming Online editions of print materials Online ticket Booking
http://images.google.com/imgres?imgurl=http://www.dmcgblog.com/storage/OnlineMarketingXSmall.jpg&imgrefurl=http://www.dmcgblog.com/journal/2009/6/4/the-role-of-online-marketing-in-btob-lead-generation.html&usg=__1048eSvRu_Wwgox2LP0b1jo2gmk=&h=282&w=425&sz=106&hl=en&start=75&itbs=1&tbnid=mNcB3e68NslAfM:&tbnh=84&tbnw=126&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63http://images.google.com/imgres?imgurl=http://theinsiteonline.com/images/Marketing%2520Globe.jpg&imgrefurl=http://theinsiteonline.com/MarketingTeam.html&usg=__fLnjM6Uj8eM3pPLBkOyyY3Y8Bqg=&h=435&w=451&sz=169&hl=en&start=82&itbs=1&tbnid=610ify5NfwyZYM:&tbnh=122&tbnw=127&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63


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Internet & Mobile Applications

are gaining prominence Increased Penetration of computing device

Infrastructure Improvement (Broadband &

Better Connectivity) Very high penetration of mobile phones

Masses as well as Classes (316 Mn)

Internet is global medium, hence fasteracceptance

Usage of internet on rise
http://images.google.com/imgres?imgurl=http://static.mobile-weblog.com/mobile-weblog.com/imgname--mobile_banking_usage_still_below_20---50226711--mcommerce.gif&imgrefurl=http://www.mobile-weblog.com/50226711/mobile_banking_usage_still_below_20.php&usg=__HmBU44phLtLT7FZ1e1wNbr2J1Lc=&h=383&w=450&sz=78&hl=en&start=47&itbs=1&tbnid=sbAx2ZuR39DFKM:&tbnh=108&tbnw=127&prev=/images%3Fq%3Dm%2Bcommerce%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D42


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World Wide Internet Users


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Global Internet Penetration
http://images.google.com/imgres?imgurl=http://farm4.static.flickr.com/3044/2757849221_df10ca0c78.jpg&imgrefurl=http://www.toprankblog.com/2008/08/visualizing-search-marketing-blogs/&usg=__6ypj0OTS2du3tGbpfNOcUkBR9vM=&h=258&w=500&sz=101&hl=en&start=43&itbs=1&tbnid=r47NW9WPWUfvHM:&tbnh=67&tbnw=130&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D42


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Purpose of Internet Usage

Emails

General Information Chatting & Social Networking

Online Gaming

Online Jobsites Financial Info

Ticket Booking
http://images.google.com/imgres?imgurl=http://www.bruces-goldengoosemarketingblog.com/wp-content/uploads/2009/10/internet-marketing-strategy.gif&imgrefurl=http://www.bruces-goldengoosemarketingblog.com/tag/affiliate-internet-marketing/&usg=__3-7_NqdaveuxGtnnHkNsKpdgJZ4=&h=379&w=375&sz=38&hl=en&start=84&itbs=1&tbnid=Ze9EKDHjghKTNM:&tbnh=123&tbnw=122&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63http://images.google.com/imgres?imgurl=http://farm4.static.flickr.com/3044/2757849221_df10ca0c78.jpg&imgrefurl=http://www.toprankblog.com/2008/08/visualizing-search-marketing-blogs/&usg=__6ypj0OTS2du3tGbpfNOcUkBR9vM=&h=258&w=500&sz=101&hl=en&start=43&itbs=1&tbnid=r47NW9WPWUfvHM:&tbnh=67&tbnw=130&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D42


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Indian Internet User Profile

14%

23%

28%

17%

9%

9%

School Kids (Age 12-17)

College Students (Age 18-

23)

Young Men (Age 24-34)

Older Men (Age 35-58)

Working Women (Age 18-

45)

Non-Working Women (Age


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Internet Users Region Wise

North,

21%

East ,

15%

West,

31%

South,

33%

Regional Penetration of Internet in India


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Internet Access by Time


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Positives of DigitalAdvertising

Interactive

Cost effective

Measurable

Customization to the user profile

Low spillage

Database creation

Global Medium
http://images.google.com/imgres?imgurl=http://www.fastcompany.com/files/imagecache/multimedia_image/files/digital%2520marketing.jpg&imgrefurl=http://www.fastcompany.com/blog/jonathan-salem-baskin/bright-light-or-dim-bulb/digital-marketing-enough&usg=__Ko-nKFwP1KhwCWGn24TjsLUECi0=&h=242&w=480&sz=13&hl=en&start=24&itbs=1&tbnid=b-HidCkEjO0pfM:&tbnh=65&tbnw=129&prev=/images%3Fq%3Ddigital%2Bmarketing%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D21http://images.google.com/imgres?imgurl=http://www.expertbusinesssource.com/articles/blog/1260000326/20091206/online-marketing1.gif&imgrefurl=http://www.expertbusinesssource.com/blog/1260000326.html%3Fstarting%3D13&usg=__-dkyt27oCe13N7JI2k9YZpdLcGA=&h=365&w=468&sz=85&hl=en&start=1&itbs=1&tbnid=sidxyikEIB7L9M:&tbnh=100&tbnw=128&prev=/images%3Fq%3Donline%2Bmarketing%26gbv%3D2%26hl%3Den


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Digital Ad Options

Banner ads

Scrolling ads

Pop Ads

Search Engine optimizationGoogleSearch

-Through text Search

- Through Placement


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Banner & Scroll Ads


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Banner & Scroll Ads


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Google Search


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Google Search

Paid ListingNatural Search Results


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10 C`s of Internet Marketing

Competition

Communication

Consistency

CreativeContent

CustomizationCo-ordination

Control

CorporateCulture

Convenience

Customer
http://images.google.com/imgres?imgurl=http://www.chaaban.info/wp-content/uploads/2009/11/internet-marketing-strategies.jpg&imgrefurl=http://www.chaaban.info/2009/11/06/how-to-create-an-internet-marketing-strategy-and-apply-secrets/&usg=__uJc0g1JhYNzp1xhqn1dfgYSu8tM=&h=300&w=400&sz=42&hl=en&start=17&itbs=1&tbnid=ei5w3Jb2sX0seM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26hl%3Den


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Web marketing Tasks

Strategy & business plan

Setting up IT infrastructure

Getting high traffic Making site interactive

Keeping site updated

Making site user friendly Creating a system for delivery of products
http://images.google.com/imgres?imgurl=http://www.businessmarketingblog.org/wp-content/uploads/2009/09/marketing-strategy.jpg&imgrefurl=http://www.businessmarketingblog.org/essential-online-marketing-strategies/&usg=__YpMJG0ybU1FM3PiXzx566Hq3-x4=&h=579&w=829&sz=423&hl=en&start=73&itbs=1&tbnid=YhoysNCATynOAM:&tbnh=101&tbnw=144&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26ndsp%3D21%26hl%3Den%26sa%3DN%26start%3D63http://images.google.com/imgres?imgurl=http://www.chaaban.info/wp-content/uploads/2009/11/internet-marketing-strategies.jpg&imgrefurl=http://www.chaaban.info/2009/11/06/how-to-create-an-internet-marketing-strategy-and-apply-secrets/&usg=__uJc0g1JhYNzp1xhqn1dfgYSu8tM=&h=300&w=400&sz=42&hl=en&start=17&itbs=1&tbnid=ei5w3Jb2sX0seM:&tbnh=93&tbnw=124&prev=/images%3Fq%3Dmarketing%2Bstrategies%26gbv%3D2%26hl%3Den


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Promise and Challenges of E-

Commerce

The Promise of E-Commerce The future of B2B E-commerce is

bright

A few click-only companies may

succeed Most companies will integrate online

marketing into the marketing mix


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Promise and Challenges of E-

Commerce

Challenges: The Webs Darker Side Few B2C companies are profitable

Limited exposure, skewed demographics

Navigating the web is often problematic

Challenge: Legal and Ethical Issues Online privacy and security concerns

Internet fraud, the digital divide, accessby vulnerable or unauthorized groups

Documents

MA Session 3