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
Sponsorship is the financial or in-kind support of an
activity, used primarily to reach specified business
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.
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
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.
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?
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
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
360 degree sponsorship in sports…
“Red Bull” all time best
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
Referral Marketing is the practice of
facilitating and encouraging interactions
within trusted networks that influence
prospects during your brands purchase
lifecycle - Organizations
“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.
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
The emails should be packed with
free value and they should move
people to buy what you’re trying to
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)
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.
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
Type of Viral Marketing
User Managed database
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.
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
3. Object: product, service or/and company
4. Receiver: multitude of people and institutions
5. Environment: the Internet, particularly the social media
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.
App-based marketing, In-game mobile
marketing, QR codes, Location-based
marketing, Mobile search ads, Mobile
image ads, SMS
Some interesting mobile marketing
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.
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