INTRODUCTION TO DIGITAL

MARKETING

Module VI
 WHAT IS DIGITAL MARKETING?

• Philip Kotler defines digital marketing as ‘a form of direct marketing which links
consumers with sellers electronically using interactive technologies like emails,
websites, online forums and newsgroups, interactive television, mobile
communications, etc.’
• Referred e- marketing/Internet marketing earlier
• Involves getting closer to customers, adding value to products, widening
distribution channels, boosting sales by running digital marketing campaigns
using digital media channels like search marketing, online advertising, affiliate
marketing ,generating leads through a website and managing after sales service
• E commerce – incl primarily selling online or ability to transact online

Achieving marketing objectives by applying digital technologies and

media
 Digital marketing platforms
MARKETPLACE
• Desktops, laptops and notebooks

• Mobile phones and tablets

• Other hardware
Electronic marketspace
OPTIONS FOR ONLINE COMMUNIC ATIONS BETWEEN AN
ORGANIZATION AND ITS CUSTOMERS

Types of online presence

1. Transactional e-commerce site

2. Services-oriented relationship building

or lead-generation web site

3. Brand-building site

4. Portal of media site

5. Social network or community site

 E-commerce
Selling online and the ability to

Customers & Suppliers

transact online

Dynamic dialogue
+ = Digital marketing
Customer driven discipline

Digital business
Involves the automation of all the
business processes in the value
chain
KEY DIGITAL MARKETING ACTIVITIES

Activities that require planning,

management and optimization for online
marketing to be competitive and
maximize ROI.
 DIGITAL MARKETING CHECKLIST FROM
CUSTOMER ACQUISITION TO RETENTION

Right touching = every customer interaction to a communication should be followed up by a series

of relevant communications delivered via the right combination of channels to elicit a response or
further dialogue
Checklist for right touching
Delivering relevant recommendations
Search marketing
for retention and growth

Behavioural targeting or online advertising

Following up on customer product or
promotion interest
Multi-touches across different digital media
channels for acquisition Getting the frequency right

Customer lifecycle model and welcome Getting the channel right

strategy
Reducing online attrition Getting the offer right
CHARACTERISTICS OF DIGITAL MARKETING

Two-way • Consumers seek a brand- for eg pre purchase search online before
Communication buying
• Consumers co create the content- user stories /testimonials

• Marketers- precisely tgt using age, location, gender, income ,interest,

behavior, lookalike, remarketing etc
Targeting of ONE • Use algorithms and technology for targeting
• Personalised and interactive – use of cookies, recommendations

• Low entry barrier due to minimum costs

Level playing field • Not restricted to big business, even small and medium businesses can
leverage it
CHARACTERISTICS OF DIGITAL MARKETING

Measurability • Enables calculation of ROI to measure performance

• For eg- how many ppl clicked, stayed on site,
interacted , bought a product

• Enables marketers to do both push and pull

Push and Pull • Banner advt on a site- push marketing , “search”- a
pull method

• Instant feedback for a campaign

Real time • Enables modification, optimization, improvisation –
leading to better ROI
 UNIQUE MARKETING C AMPAIGN
• Google Maps and Yash Raj Films (YRF)
have collaborated together for a unique
marketing campaign where people can
choose to let Khan accompany them on
their driving adventures on Google Maps
for the next two weeks. They have the
option to drive along with Khan’s
character from the movie as they
navigate using Google Maps on their
Android or iOS smartphone.
• Real time customer engagement
DIGITAL MARKETING SLOPPINESS
CAUSES HIGH ATTRITION RATES
Minimizing the impact of customer complaints
• The customer service operation is equipped to monitor
and engage with a targeted spectrum of media.

• Companies fully understand where, why and how their

customers are using social media before making any social
media marketing changes.
• A balance is struck across different types of media –
telephone, email, web, social, network and mobile.

• The power of online communities is recognized, and

customers are encouraged to help each other.

• Relationships are nurtured with advocates who wield

particular influence on the internet.

• Specialist tools are used to measure the impact of

customers’ online activity.
 ZMOT- ZERO MOMENT OF TRUTH

• MOT concept- first coined by P& G

• ZMOT- Customers make decisions at the zero moment- the precise moment
when they have a need, intent or question they want -- answered online.
• Eg "What will remove crayon marks from my wood dining table?"
• Internet- has preceded such MOT – has become a ZMOT – as consumers look
for information or reviews about a product/service on SE, Social network,
websites or forums before they visit the store.
• Marketers need to use search to identify such behavior and use them across the
marketing mix
• Brands that are committed to the Zero Moment of Truth—the ones that use
search to uncover and understand the moments that matter, that show up, that
provide the right mobile-relevant answers and that measure the impact—stand
to gain a competitive advantage.
 OUTBOUND TO INBOUND MARKETING

Traditional Digital
media media Pull mechanism – imp
for companies to have
Push media – msg from good visibility in search
company to customers – esp consumers are
entering relevant search
items

Customer initiates
Limited interaction b/w contact with the brand
company and – while seeking info
customers through search –
inbound marketing
 FIRST BANNER AD- 1994-

For Hotwired.com
TRADITIONAL MARKETING VS DIGITAL MARKETING
GLOBAL SCENARIO
India, 2015 - 2018

Smartphone Users (millions) 184 224 267 306

Smartphone Users (% of population) 15% 18% 21% 24%

Smartphone Users (% of mobile phone users) 29% 33% 37% 39%

Digital Buyers (millions) 93 130 180 224

Digital Buyers (% of population) 10% 14% 19% 23%
Digital Buyers (% of internet users) 37% 44% 52% 58%

Source: eMarketer, used with permission.

India, 2015 - 2018

Social Network Users (millions) 163 193 223 250

Social Network Users (% of population) 13% 15% 17% 19%
Social Network Users (% of internet users) 51.9% 51.9% 52.1% 52.4%
Facebook Users (millions) 114 135 156 175
Facebook Users (% of population) 9% 11% 12.2% 13.5%
Facebook Users (% of internet users) 36.1% 36.1% 36.3% 36.5%
Twitter Users (millions) 9 10 11 12
Twitter Users (% of population) .7% .8% .9% .9%
Twitter Users (% of internet users) 2.8% 2.7% 2.7% 2.7%

Source: eMarketer, used with permission.

INTERNET USERS IN INDIA

Source: eMarketer, used with permission.

Internet behaviour as Percent of Population

Source: eMarketer, used with permission.

Source: eMarketer, used with permission.
Source: eMarketer, used with permission.
 Media Usage, India, 2015 – 2018 (hrs:min)
2015 2016 2017 2018
Desktop/Laptop Internet: Time Spent
0:19 0:22 0:25 0:27
Per Day
Digital: Time Spent Per Day 0:58 1:07 1:17 1:25
Magazines: Time Spent Per Day 0:03 0:03 0:03 0:03
Mobile (nonvoice): Time Spent Per
0:39 0:46 0:53 0:59
Day
Newspapers: Time Spent Per Day 0:15 0:15 0:15 0:15
Print: Time Spent Per Day 0:16 0:16 0:16 0:16
Radio: Time Spent Per Day 0:12 0:13 0:13 0:13
Smartphones: Time Spent Per Day 0:21 0:27 0:33 0:38
Tablets: Time Spent Per Day 0:03 0:04 0:04 0:05
TV: Time Spent Per Day 2:02 2:03 2:03 2:03
Total Media: Time Spent Per Day 3:27 3:37 3:47 3:55

Source: eMarketer, used with permission.

Share of Average Time Spent per Day with Select Media by Adults vs. Ad Spending Share in Select Countries,
2016
% of total
Digital TV Radio Print
China
Time Spent share 51% 43% 3% 2.60%
Ad spending share 59% 27% 6% 8%
India
Time spent share 31% 56% 5% 8%
Ad spending share 14% 41% 5% 36%
United States
Time spent share 50% 35% 12% 4%
Ad spending share 37% 40% 8% 15%
Japan
Time spent share 43% 48% 5% 5%
Ad spending share 33% 42% 3% 23%
South Korea
Time spent share 47% 44% 6% 3%
Ad spending share 43% 35% 2% 20%
Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of
multitasking; for example, 1 hour of multitask on digital media while watching TV is counted as 1 hour for TV
and 1 hour for digital media; ad spending share excludes out-of-home advertising.
Source: eMarketer, Nov 2016, used with permission.
Source: eMarketer, used with permission.
Source: eMarketer, used with permission.
THE DIGITAL LANDSCAPE
OBJECTIVES OF DIGITAL MARKETING

SELL SERVE

Digital
marketing
SPEAK SAVE

SIZZLE
 THE 5S – DIGITAL MARKETING OBJECTIVES

Benefit of digital How it is Examples

marketing delivered
Sell – Grow sales Through wider distribution, promotion, sales Achieve 10% of sales online

Through giving customers extra benefits Increase conversion rate

Serve – Add value online or inform product development by 5%
through online dialogue and feedback.

Grow email coverage to 50%

Speak – Get closer to By tracking them, asking them questions, of current customer database
customers creating a dialogue, learning about them.

Through online email communications, sales and Generate 10% more sales for
Save – Save costs service transactions to reduce staff, print and same communications budget
postage costs.

Sizzle – Extend the Through providing a new proposition and new Add two new significant
brand online experience online while at the same time enhancements to the customer
appearing familiar. online experience
 Call to Action (CTA),
promotes multichannel selling

SELL : using leads generated

SERVE- Add value

SAVE: Drives awareness,

reduces the need for Key user tasks
expensive brochures –customer concerns
thro direct mail SPEAK

SIZZLE : Testimonials,
 TYPICAL VALUE EVENTS - SELL

• Key types of outcomes/value events need to be defined to assess the influence of a

website /digital channels on sales
• Use different types of web analytics
- Sale (tag a sales confirmation page)
- Lead- (tag an enquiry)
- Newsletter registration
- Searches
- Product page views
- Document downloads
ONLINE OPPORTUNITIES FOR PRODUCT
AND MARKET INNOVATION
The Ansoff matrix
 SERVE – USING INTERNET AS A
CUSTOMER SERVICE TOOL

• Customer self service – product delivery, • Help customers do their jobs- content
after sales support eg newspaper about best practices
notifications – customized content eg
cricket scores
 MEASURES OF ONLINE CUSTOMER ENGAGEMENT

Engagement metric Engagement tactic

1. % of non-home page entry visits Use OVP messages explaining the offers
2. Bounce rate Place CTAs prominently
3. Duration Use heatmaps to assess engagement
4. Marketing outcomes- assess the success rate of value events Experiment with design/language variation
5. Micro or step conversation rates Interactive sales advisers, chat bots for customer assistance
6. Brand search-term strength Generate awareness
7. Email activity level Refined touch strategy
8. Define activity levels or hurdle rates (for Personalize by activity or lifecycle of content in web or email
different activities
9. Emotional response Multivariate testing- test different permutations of buttons,msg etc
10. Outcomes Use secondary navigation to highlight next steps
 SPEAK – USING THE INTERNET AS A
COMMUNIC ATIONS TOOL

Inbound marketing
Pull mechanism: in Digital marketing,
the contact with the brand is initiated
by the customer

Good visibility from companies in

search engines is essential- use
content marketing

A web presence can be used to add value for customers

at different stages of buying cycle- pre sales, during
sale, post sale

Figure 1.11 Categories of media: paid, owned, earned

 P-O-E-M FRAMEWORK

Paid media
Media in which there is an investment to pay for visitors/reach/conversions through search, display or
affiliate advt. for eg Sponsored advertisements in search engines, websites, Facebook, Linkedin and
Twitter. Traditional media
Owned media
Media owned by brand. Company’s official website, microsite, social media pages such as Facebook page,
Linkedin page,Youtube channel and Twitter handle. Offline incl. brochures, retail stores Mobile apps or
blogs
Earned media
Publicity that is generated through recommendations and word of mouth
Done by targeting influencers ,stimulations through social/viral media
Social media engagement such as likes, shares, comments, replies, retweets, favorites etc. partners like
influencers, bloggers, customer advocates play a role
KEY DIGITAL MEDIA CHANNELS – USED FOR COMMUNIC ATION

• Placing messages on SE– click to website---on typing a specific

keyword
SEM • Using SEO/PPC
• Used for targeting at the moment of intent

• content distribution, influencer outreach to increase awareness of

the brand– attract visitors– generate backlinks– improves SEO
Online PR • Maximise favorable mentions of companies/brands on media sites,
networks,blogs visited by the TA

• creating/managing long term arrangements to promote on third

party sites
Online partnerships • includes link building, online sponsorship, co branding , affiliate
marketing
KEY DIGITAL MEDIA CHANNELS – USED FOR COMMUNIC ATION

• Use of online display ads , rich media ads,

Interactive advt banner ads to generate awareness and
clickthrough to the target site

• use of email marketing for acquisition to

Opt in email get awareness or generate a direct
response to get leads

Social media • helps to amplify a message through sharing

channels of social networks, viral marketing or WOM
 SAVE - USING THE INTERNET FOR COST
REDUCTION

• Saves money, time and effort

• Saves money in media channels, customer service, transactional costs, printing
and distribution costs
• Helps customers to service themselves
• Eg Fed ex- saves 2-5$ when serviced thro websites
• Transactional costs- in Banks- completing online transactions than visiting
branches
• Uses media channels to get leads
• Helps to distribute brochures, annual reports electronically

Cost Per Acquisition (CPA) – crucial in controlling media, used to control the level of bids

CPA = Cost Per Click/Conversion rate

SIZZLE – USING THE INTERNET AS A BRAND-BUILDING TOOL

• To add extra value, extend the experience and enhance the image
 MERCEDES BENZ- OWNED MEDIA

• Mercedes is using their owned social channels, from a microsite to Twitter to Facebook and
Instagram to drive awareness around the #clatakethewheel campaign.
• Their owned media content strategy is being fueled largely by influencers with a large reach, that fit
the persona of their target audience, and it is aggregated on Facebook, a channel loved by Millennials
• FB – regional specific accounts, visual content- rich and engaging publishing a diverse range of
information – from car racing-related news, high-quality photographs featuring their cars in action, up
to status updates recalling Mercedes-Benz contribution into legendary automobile inventions to
reinforce the brand’s heritage value.
• they often reinforce the message by featuring and tagging in their content trending and popular
influencers such as car racing stars
• Content is often linked back to corporate website
• developed branded hashtags shared between social media platforms, such as #MBPhotoPass where
they allow social influencers, journalists, and team members to curate fresh and organic user-
generated content for their accounts.
• share on Twitter is similar to Facebook and includes a combination of car-racing news, inspiring
lifestyle images of their cars in action as well as some dose of historical news on the Mercedes- Benz
vehicles evolution.
 MERCEDES BENZ CLA CAMPAIGN – USA

• Old luxury, high end cars

• new lower priced CLA-Class, Mercedes targeted a younger Gen-Y
audience that previously would not have considered the luxury car brand.
• The company’s first move was to launch a partnership with popular
filmmaker Case Neistat who, in exchange for a CLA model, made several
videos showing off his experience driving the car.
• A traditional marketing tactic, which was a Super Bowl television ad with
Usher and Kate Upton was also used . This was also selected because the
game was being played at a stadium they sponsored:The Mercedes-Benz
Superdome in New Orleans.
• used paid Facebook ads, which was linked to video content also produced
by the brand about the CLA model.
• Style Pit Stop featured a series of documentary-style interviews in which
celebrity guests like Daisy Lowe and Tinie Tempah take the Mercedes-
Benz A-Class for a spin while talking fashion and style with host Reggie
Yates.
• Instagram campaign challenged five of Instagram’s most successful
photographers to take a brand-new CLA for a road trip across some of Reduced the average age of a CLA buyer
the most beautiful parts of the United States.
to 46 years,
• Throughout the trip they were asked to post inspiring photos of the
cities, landscapes, and people that they encountered. Instagram users 11 years younger, most successful product launch
voted for their favorite photographers by liking individual photos.
• The stakes were high, because the photographer who got the most likes
got to keep the CLA.
 TATA SALT’S #MISSINGI

• Tata Salt - market leadership in the branded salt category with a 44 % market share and reaches
more than 148 million households in India.
• consistently named as one of India’s most trusted food brands since 2003
• On Global Iodine Deficiency Day observed each year on October 21, Tata Salt, reiterated the need
for increased awareness on the importance of iodine in the diet and steps for tackling iodine
deficiency.
• Through the #MissingI multi media campaign, the letter “I” was taken off from tweets to news
headlines in print and TV to create awareness and establish the importance of Iodine in the daily diet.
Even the media kit was designed quirkily to build the curiosity around World Iodine Deficiency Day.
The kit was in the form of a police FIR file which comprised of the press release, a periodic table
with the missing I, fact sheets and infographics.
• social Media: Twitter, Facebook, Instagram, Snapchat, any other social media platforms
• -Digital – SEO, ad words, ad placements, etc.
• The campaign was a huge success, which garnered 85.9 million impressions showcasing live tweets
from celebs and influencers reiterating the message of missing “I” with tease and later reveal, and in
context to match as well.
• The #MissingI Campaign was tending in Top 10 trends for the day nationally for the entire day and
was also trending on No. 1 spot for an hour.
 DIGITAL MARKETING STRATEGY

• Needed to provide consistent direction for an organization's online marketing activities so that they integrate
with its other marketing activities and support its overall business objectives
• DMS – is a channel strategy where electronic channels and digital media support other communications and
distribution channels
• Clear prioritization to how the channel should be used
• Identify target markets, positioning, OVP, choice of mix of digital media channels to acquire new customers and
contact strategies to welcome and develop existing customers
• Should create differential value for all players involved
MAIN TYPES OF STRATEGIC DIGITAL MARKETING INITIATIVES

• Site features relating to new product

New customer proposition • Eg quotations, comparators

Customer acquisition • Content marketing, SEO, PPC, affiliate marketing, aggregators

Customer • Implement online shopping, secure payment

conversion/experience • Reviews, ratings, interactive tools, buying guides

• Personalized recommendations ,email marketing, advocacy

Customer development ,community building

Social media • Social media listening, influencer outreach, communities

Site infrastructure • CRM, webanalytics, feedback

improvements
 COMPONENTS OF E STRATEGY

• Crystal clear objectives What you want to achieve online

• Target markets, positioning and propositions

• Optimum mix of tactical e-tools Web site, banners ads, etc

E-strategy
• Evolutionary stage What stage you want to be at

• Online marketing mix Particularly service levels

• Dynamic dialogue Ongoing with the customer

• Integrated database Recognize and remember each customer

whether via web or telephone
 TACTICS, ACTION AND CONTROL

• Tactics are the details of strategy.

• Tactical e-tools include the web site, opt-in email, banner ads, virtual
exhibitions and sponsorship.

• Actions include project planning and implementation, while control involves

assessing the results against objectives.

• Control also includes competitive intelligence.

 USING THE RACE PLANNING FRAMEWORK TO LINK
BUSINESS OBJECTIVES TO DIGITAL MARKETING TACTICS

2. Reach- building awareness

3. Act : Persuade site
of brand on websites/offline
1. Plan – working on visitors/prospects to take
media to build traffic by
STP,OVP to achieve goals the next step of decision
driving visits to
journey
owned/paid/earned media

5. Engage- build deep

4. Convert – a visitor
customer relationships to
commits to form a
achieve retention goals . Use
relationship which will
advocacy ,recos or WOM
generate value ( sales)
for engagement
 CHANGING MARKETING MIX

• Products become services

• Customers create communities that
extend the brand into new online
experiences
 PRODUCT– DIGITAL PRODUCT

• Companies- modify product and add digital value . For eg- give additional
information/transaction services /repackage current information or create new business
opportunities using internet/get revenue by selling complementary products etc.
• Need is to analyse each product/service feature to improve or to be adapted online to add
value- the different element of the extended product can be delivered online
• Brands are shifting to non physical brand experiences.
• More complex the product- more online opportunity to educate/train/sell these products
online.
• Rise of “prosumers”- the proactive consumer which participates in the design of
product/services
• Digital products- offer interaction and engagement- customers want to interact with other
consumers and brands as well.
• Eg some companies create new products with UGC- includes new product ideas
 PRODUCT

• Digital products are consumed differently- many customers – interact with the
brand in the communities.
• Eg BBC – all TV programs – Find (viewers can find the content easily) , Play
(interactive element), share (Product combined with promotion and distribution)
• Extended product adds tools which helps users during their use of product /service
and contributes to quality perception
• Credibility can be assured by : Endorsements ,Awards Testimonies, Customer lists
and numbers, Customer comments, Warranties Guarantees, Money-back offers,
White papers, Staff photographs, Social proof such as a number of subscribers,
circlers, fans or followers on social networks
 USER-GENERATED CONTENT (UGC)

• refers to any digital content that is produced and shared by end users of an online service or website.
• includes any content that is shared or produced by users that are members or subscribers of the
service, but it is not produced by the website or service itself.
• also known as consumer-generated media (CGM) or conversational media.
• generally considered a form of conversational media, -content leads toward initiating a conversation.
• , the conversation that follows from a UGC is a form of UGC itself.
• The UGC produced by users can be viewed, consumed and shared by other users of the website or
service.
• Some forms of UGC include: Images Videos Status updates/tweets Infographics Comments Blogs
Online ads
• Facebook, Twitter and Pinterest - popular social platforms that work and operate mostly or entirely on
user-generated content.
• Online forums, classified websites and product review websites also rely on UGC.
 CO CREATION

• the joint creation of value by the company and the customer; allowing the customer to co-construct the service
experience to suit their context.”
• “purposeful action of partnering with strategic customers, partners or employees to ideate, problem solve,
improve performance, or create a new product, service or business.”
• essentially involves 2 core steps:
- Contribution: Submission of contributions by the public to the firm
- Selection: Selection of the most promising and appealing contributions/submissions
• Types of co creation includes:
- Tinkering: Public exercises control over the contribution activity while the firm exercises control over the
selection activity
- Submitting: Firm exercises complete control over both the activities
- Co-designing: Firm exercises control over the contribution activity while the public exercises control over the
selection activity
- Collaborating: Public exercises complete control over both the activities eg Mozilla Linux
TINKERING
CO DESIGNING
 ONLINE VALUE PROPOSITION

• For consistent customer experience OVP should be same as offline value

proposition
• The online value proposition is your customer value proposition, your USP
online.
• OVP should reinforce core brand values and intend to offer the customer an
offering which he cannot get anywhere– the OVP should match the strap line
• clearly communicate what online experiences and content your brand can
offer for each site, app and type of social presence.
• identifies the reasons why customers will click on, return, register or buy from
your site and ideally feel motivated enough to share their experience
• Should encompass the complete experience of selecting, buying, and using the
product/service
• Eg Youtube- broadcast yourself
 ONLINE VALUE PROPOSITION

• To have an effective online value proposition it should start when a customer searches
for your site in google, so make sure your message is clear at that point. Your
proposition then should be prominent all throughout your website not just on the home
page. Lastly the proposition should be fulfilled online and offline.
• Should consider the 6 Cs
• Content – in-depth information about the product, its usage and buying process, may
also include interactive content (visual).
• Customization – personalization of content according to each customer or segment of
individuals.
• Community – other customers reviews of the product.
• Convenience – how easy is it to find, select, purchase and use products from where you
are.
• Choice – showing the customer the wide choice of products and services available.
• Cost reduction – simply buying online is cheaper in many aspects.
 OVP BENEFITS

• helps to distinguish an e commerce site from its competitors

• Helps provide a focus to marketing efforts
• used for WOM recommendations
• can be linked to normal product propositions of the company
UBER – THE SMARTEST WAY TO GET
AROUND
EVERNOTE
ACCOUNTING SOFTWARE FOR BUSINESS OWNERS WHO DISLIKE
BOOKKEEPING
 PRICING

• “Pay what you want”- first used by Radiohead to launch cds online .
• Different services like name your price (Priceline), group price (Groupon) are being used
• New pricing approaches being used to sell products online
• Websites can track customer habits, visits to tailor prices
Different options:
1. Subscription: traditional publisher revenue model where subscription is offered for different periods at
different price points.
2. Pay per view: A fee for single download/viewing session at a relatively higher price than subscription
service
3. Bundling- Different channels or content can be grouped at reduced price as compared to ppv
4. Ad supported content: Publishers main revenue is through adverts on the site or on the app or
customers can opt for ad free content .
 PRICING

• Price transparency- launch of comparator sites enables customer

empowerment which creates pressure on sites. Eg policybazaar, trivago etc
• Customers are looking for lower prices by using different online tools like
reverse auctions (specify need and then identify suppliers),customer unions,
commoditization, intermediaries, infomediary, shopping bots
 PLACE

• Means place of purchase, distribution and consumption- use of widgets and apps
• place and promotion overlap – more promotion- increases distribution
• QR codes, location based marketing help to integrate place and promotion
• Remarketing also helps in integration
• QR codes : QR code (abbreviated from Quick Response Code) is the trademark for a type of matrix
barcode (or two-dimensional barcode) first designed in 1994 for the automotive industry in Japan.
• machine-readable optical label that contains information about the item to which it is attached.
• Used in consumer advt,marketing , to store personal information, Redirects to websites/url etc
 PROMOTION

•
 DISTRIBUTION MODELS

Disintermediation • Removing middlemen to directly interact with the customers

Re intermediation • Introducing middlemen

Infomediation • Middlemen hold information to benefit customers and suppliers

Channel confluence • distribution channels offer same deal to end customers

Peer to peer services • eg napster

Affliation • Turning customers into sales ppl. Eg amazon

Group purchasing • Eg groupon

 PEOPLE

• Happy Staff = Happy Customers = Happy Shareholders

• 90% of your website should be designed to service customers
• Auto-responders
• Email/text alert
• Call-back facility
• Real-time live chat
• FAQ
• Ask and answer services
• Co-browsing
• Virtual assistants
• Customer reviewers and assistants
• Tailored customer landing pages
 PHYSIC AL EVIDENCE
• As services online are intangible, customers look for reassurance on quality

• Ratings and reviews • Independent reviews

• Guarantees • News clippings
• Refund policies • Ethnical policies
• Security icons • Community links
• Trade and professional body memberships • Full address and contact details
• Awards • Text only version
• Customer lists • Error-free
• Customer endorsements • Customer endorsements
• Third party/institutional endorsements • Reliable response systems
• International Standards (ISO)
 PROCESS

Refers to the internal and sometimes external processes, transactions and

internal communications that are required to run a business

Digital Marketing
Morph into Simultaneity in
Products Services production and
consumption

Optimizing internal and external

processes is essential