O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

Digital advertising & promotion

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Carregando em…3
×

Confira estes a seguir

1 de 32 Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (20)

Anúncio

Semelhante a Digital advertising & promotion (20)

Mais recentes (20)

Anúncio

Digital advertising & promotion

  1. 1. Digital Advertising & Promotion PRESENTED BY: DIKSHANT SAGAR:M-14-03 KUMAR KUSHAGRA: M-14-07 NITIN NEGI:M-14-09 VAIBHAV ARORA:M-14-17
  2. 2. Digital Advertising & Promotion? It is Marketing & Promoting the brand using different forms of digital means & tools to reach Consumer: Sponsorships, Referrals, Email Marketing, Viral Marketing, e-WOM and Mobile Marketing
  3. 3. Sponsorships Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals. Advantages: Sponsorship allows you to reach Mass as well as specifically targeted markets without any waste. It is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations. Enhancing Image/Shaping Consumer Attitudes. Creating positive publicity/heightening visibility.
  4. 4. Criteria for Sponsorship Relevance. The event, organization or cause you are considering sponsoring must have some degree of relevance to the services or products you provide. You want to match you sponsorship of events or organizations to those that involve your target market. Brand fit. Your brand fit must fit the event. Mission alignment. The interests of the event or organization should not conflict with the interests of the company. A tobacco company sponsoring a cancer awareness walk may not work out that well for the tobacco company. Business result. The company must have a reasonable basis to believe that the sponsorship will create a tangible business result. It doesn't necessarily have to produce a profit, but it should at least increase company awareness, brand awareness or help foster a positive view of the company.
  5. 5. Continued.. Relative cost to exposure Audience targeted to your best prospects Your relative exposure among the sponsors Do the other sponsors lift your profile? Do you support the cause?
  6. 6. The Benefits of Sponsorship A sponsor can enjoy a wide range of benefits from a carefully selected sponsorship, which can: raise brand awareness and create preference create positive PR and raise awareness of the organisation as a whole provide attractive content for a range of products and services build brand positioning through associative imagery support a sales promotion campaign create internal emotional commitment to the brand
  7. 7. Digital Sponsorship Through social media like facebook and twitter. Through brands Youtube channel To take this to the next level, the sponsor then needs to add value, enhancing the fans’ experience and immersion by adding deep value with ‘money can’t buy’ experiences, competitions and, of course, tickets. This can take a sponsorship from a passive badging exercise into a socially-charged relationship with the fans, giving a brand a credible currency to work with that will set them apart from the competition.
  8. 8. 360 degree sponsorship in sports… “Red Bull” all time best
  9. 9. Referral Marketing: “Fueling Growth through your customers trusted network”-Airtel  Referral marketing is a process to increase word of mouth marketing by encouraging customers and contacts to talk as much as possible about a brand or product -wiki Referral Marketing is the practice of facilitating and encouraging interactions within trusted networks that influence prospects during your brands purchase lifecycle - Organizations
  10. 10. “Before we set our hearts too much upon anything, let us first examine how happy are those who already possess it. Francois de La Rochefoucauld French writer (1613 – 1680)  WHY Referral Marketing?  Referral marketing is by far the best and most cost effective way to generate new business. Referrals generate more loyal clients, more motivated buyers and sellers, more profitable deals, and an increase in referral opportunity.  Why referrals instead of advertising?  Referrals offer significant advantages over cold calling and direct marketing leads. 1. Always more cost effective than advertising. 2. Referrals generally make decisions quicker about purchasing Advertising 3. They are likely to purchase more often (they are more likely to be loyal clients). 4. Less negotiation or convincing is required. They will be more willing to make further referrals.
  11. 11. Effectiveness in Advertising
  12. 12. E-Mail Marketing: Email marketing is promoting products through the use of email There are 2 main ingredients to an effective email marketing campaign They are to build a large list of people you can email and to write great emails The emails should be packed with free value and they should move people to buy what you’re trying to sell
  13. 13. Conversation Channels Matter Email is by far the most widely used to share(82% use it,62% say use it most often),Facebook is second(49% use it, 27% say use it most often)
  14. 14. Customer Acquisition Methods Comparative Conversion Rates Referral Marketing generates over 3 times the number of new customers as compared to the nearest traditional acquisition method.
  15. 15. Viral Marketing  Viral marketing is any marketing technique that induces Web sites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the message's visibility and effect.  It can be word-of-mouth delivered or enhanced by the network effects of the internet. Viral promotions may take form of Video Clips, Interactive flash games, ebooks, images or even text messages
  16. 16. Type of Viral Marketing  Pass Long Buzz-Marketing  Incentive Viral  Undercover Marketing User Managed database
  17. 17. How To Do it? Gives away products or services Provides for effortless transfer to others Scales easily from small to very large Exploits common motivations and behaviors Utilizes existing communication networks Takes advantage of others’ resources.
  18. 18. Most viewed Video on Youtube @WC Mauka Mauka…
  19. 19. Viral Video MTS_Internet_Baby__New_2015_and_Old_ 2014_Compilation___MTS_Internet_Baby
  20. 20. e-WOM  Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet. electronic word-of-mouth consists of five main elements: 1. Statement: positive, negative or neutral 2. Communicator: statement creator i.e. potential, actual or former customer 3. Object: product, service or/and company 4. Receiver: multitude of people and institutions 5. Environment: the Internet, particularly the social media
  21. 21. Types of Electronic Word-of-Mouth (e-WOM)
  22. 22. Mobile Marketing Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. Types: App-based marketing, In-game mobile marketing, QR codes, Location-based marketing, Mobile search ads, Mobile image ads, SMS
  23. 23. Some interesting mobile marketing statistics  80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time. People browse 70% more web pages on tablets than smartphones. Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%. Mobile searches have increased 200% year over year in 2012. Mobile is predicted to surpass desktop in 2014.
  24. 24. Latest Trends
  25. 25. Google Launches Buy Button, Facebook to follow.
  26. 26. Reference  //http: mobilemarketingmagazine.com.  www.rewardstream.com  http://www.startupbusinessschool.com/eBooks/Referral-Marketing.pdf. http://www.fhnw.ch/wirtschaft/dienstleistung/studierendenprojekte/olten/bis herige-projekte/bachelor-thesis-2010/pdf
  27. 27. Questions??

Notas do Editor

  • The dynamics of the competition, the excitement and the desire, the eventual outcome, combine to create a positive view of Ford.

×