Brief Introduction to Digital Media Marketing. All the concepts of Push and Pull Marketing.

1. DMM
Digital Media Marketing

2. DMM
• Does Digital Media And Digital Gadgets influence
your shopping habits?

3. Session Objectives
• Gain An Overview Of Digital Marketing And Its
Types.
• Explore Elements Of The Online Marketing Mix.
• Explore How Digital Marketing Differs Globally.

4. What Is Digital Marketing?
• Digital Marketing is the promotion of the brands
using electronic means across all forms of digital
advertising to reach a specific audience. Digital
Marketing goes beyond the Internet.
• Radio
• Television
• Social Media Marketing
• Mobile
• Internet

5. Why Is Digital Marketing
Important?
If you have an unhappy customer on the Internet,
he doesn’t tell his six friends, he tells his 6000
friends.” Jeff Bezos, CEO Of Amazon.com

6. Types Of Digital Marketing
Primarily there are two types of Digital Marketing
Strategies:
• Push Marketing
• Pull Marketing

7. Pull Marketing
• Pull Marketing is all about building brands.
• Customers are pulled towards your brand with
targeted messages they care about. Eg: Website
Pages, Blogs and Streaming Media (Audio, Video
etc)

8. Pull Marketing Strategies
Pull Digital
Marketing
Content
Sharing
Media
Networking
Blogging
Expert
Opinion
Expertise
Sharing
Online
Forum

9. Push Marketing
• Push – you are pushing your message to the
target audience irrespective of them wanting to
receive the message. Eg: Mobile SMS, E-Mail.
• Content is delivered quickly, consistently and
users are targeted in a better manner.

10. Push Marketing Strategies
Push Digital
Marketing
Paid
Advertising
Social
Media
User
Incentives
E-Mail Newsletter
Referral
Network

11. Popular Digital Marketing Tactics
• Do you know the means by which digital
marketing reaches you? Let us explore them…

12. Indian Digital Marketing
Industry
This is the state of Indian digital marketing industry:
• Industry is worth rupees 14000 crores.
• 100 million active internet users in India.

13. Popular Digital Marketing Tactics
• SEM (Search Engine Marketing): A form of
Internet Marketing that promote sites by
increasing their visibility in search engine result
pages.
• SEO (Search Engine Optimization): A process
that optimizes website content by including
specific keywords or links associated with that site
so it achieves a higher ranking in search engine
result pages.

14. Popular Digital Marketing Tactics
• E-Mail Marketing: A popular form of internet
marketing that make use of emails to promote
sites, products, services etc.
• Mobile Marketing: Processes that enable
companies to connect and engage with their
target audience in an interactive and relevant
manner through any mobile device or network.

15. Popular Digital Marketing Tactics
• Affiliate Marketing: A form of digital marketing
where in content (banners, links, reviews etc)
present on a particular website is used to drive
traffic to another.
• Display Advertising: Usually appears online in the
form of banners having static or animated images
as well as interactive media (audio and video)
• Social Media Marketing: Online marketing that is
promoted via popular social media sites and
online communities such as Facebook, Twitter,
YouTube and blog sites.

16. ROLE IN THE ADVERTISING
WORLD
Digital Marketing is
• Essential for a brand’s effective marketing
strategy
• Changing engagement terms between brands and
consumers
• Reshaping media consumption across old and
new channels

17. HOW IS DIGITAL DIFFERENT
FROM TRADITIONAL CHANNELS
OF MARKETING
• Allows two way communication
• Resources can be permanently placed online
• Visitors control interactivity with online media
• Online content pulls people
• Unlimited content can be placed on the internet
• Online content can easily be localised for easier
geographies
• Digital marketing is measurable
• Comparison and testing is possible

18. The Online Marketing Mix
Introduction
• The e-marketing mix considers the elements of
presenting the marketing mix online.
The e-
marketing
mix
e-
product
e-
promoti
on
e-place
e-price

19. E-Product Strategies
• No physical contact with the product takes place
• Clear online facts about the product are stated
like technical specifications of a product.
Eg: Tech specs of gadgets, household electronics
• Buying process is customized for returning visitors
• Supplementary products are customized with the
main product. For example, the chance to buy
extra printer cartridge alongwith your purchase of
your printer online.
• Products can even be customized for users
before purchase
Eg: www.nike.com allows you to customize products
before you can buy them online

20. E-Pricing Strategies
• Pricing is highly competitive as store and staff
costs are non existent for online stores.
E.g.: The 10% discount airlines like SpiceJet give is
actually from the costs saved from direct selling
• Consumers gets best deals at the click of a button
E.g.: You can view the discounted offer on the
www.flipkart.com site
• Repeated visits are tracked and customer loyalty
is rewarded.
• Option of easy electronic payment
• E.g.: You can make payments using PayPal,
credit cards etc

21. E-Pricing Strategies
• Differential online pricing is not successful always
E.g. Amazon gave lower prices to first time buyers
but withdrew this tactic as it annoyed their existing
loyal customers. Amazon gained negative
publicity due to this strategy and therefore had to
withdraw it.

22. E-Place Strategies
• Consumers can purchase directly from
manufacturers
• Product delivery within a reasonable time frame
should be ensured
E.g. www.amazon.com has a detailed shipping
policy that mentions delivery date for each
delivery options (express, normal etc)

23. E-Promotion Strategies
• Having a recognizable domain name
E.g. A domain name such as
www.educationvalley.com is easy to recognize
and remember
• Placing banner advertisements where potential
customers can reach them
• Utilizing Web Public Relation(WPR) tactics
E.g. You can place product/service related news
snippets, articles on your site
• Other popular forms of e-promotion include direct
e-mails and e-leaflets

24. What is International Online
Marketing And Its Significance
• Marketing to audiences outside of your home
country
• International Marketing is less of an option now
rather it is of strategic importance
• Businesses focusing only on their home markets
will be left behind as their competition gains the
“first mover advantage” in the international
marketplace.

25. Challenges In International
Marketing
• Languages and cultural barriers must be
overcome and the message you create must not
loose its meaning or become inappropriate for the
local audience. E.g. When the Pepsi slogan”
Come alive with the Pepsi generation” was
translated in Taiwanese it came out as ” Pepsi
will bring your ancestors back from the dead”
• Laws in many countries prevent the use of
competitive ads, words and gimmicks and in
some countries, government approval is strictly
required for certain products.

26. Challenges In International
Marketing
• Order fulfillment should always be on high priority
when you are marketing products/services
internationally
• Pre/Post sales support should always be provided
to the customers in an international marketing
scenario

27. Planning For International
Marketing
• Conduct a thorough research about the market
you intend to enter
• Set objectives you wish to achieve
• Identify strategy and tactics to achieve those
objectives
• Localization is important for connecting with
international audiences

28. Planning For Localization
• Online Objectives: Your objectives dictate to
what level you want to localize the site’s content;
just the main pages or the entire content.
• Markets: The markets you intend to reach also
affects a number of things such as the language
you use for your site’s content, the tools you
utilize, the payment method you use and your
promotional techniques.
• Budget: Translation services are usually
expensive more so when you want to get the
entire content matter of your site translated and
for updating a site

29. Planning For Localization
• Time Availability: Apart from the expenses,
translation is time consuming and updating the
site into the local language on a regular basis
becomes a cumbersome activity
• Your Product/Service: If you are offering
products/services that are technical then it is
advisable to have the product/service details in
English and short summary pages in the local
language.

30. Promoting And Advertising
Internationally
• Search Engines And Directories: Your
customers are likely to search using keywords in
their local language. So you should make sure
your website keywords are in the language of
your target audience. You should also keep in
mind which search engine you are targeting,
according to your audience. For example, the
French often use Voila.fr while Indians use
google.co.in
• Affiliate Programs: Usually you would pay a fee
to affiliates to drive traffic to your website or buy
your product/services. You should keep in mind to
pay their fee in their local currency.

31. Promoting And Advertising
Internationally
• Email Campaigns and Newsgroup: Email
campaigns help you take out updates and
information about your product and service to
your audience. Your email campaign will enable
you to send out targeted information.
• Banner Ads: Advertising on search engines via
banner ads in a local language with a clear cut
call to action are an effective tactic
• Social Media: Adapt Social Media like Facebook,
YouTube, Twitter etc by having local language
pages and accounts to reach out to your
international audience

32. THE END