Digital advertising & promotion

Digital Advertising& Promotion

P R E S E N T E D B Y :D I K S H A N T S A G A R : M - 1 4 - 0 3

K U M A R K U S H A G R A : M - 1 4 - 0 7N I T I N N E G I : M - 1 4 - 0 9

V A I B H A V A R O R A : M - 1 4 - 1 7

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

SponsorshipsSponsorship 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.

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.

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?

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

Digital SponsorshipThrough social media like facebook and twitter.Through brands Youtube channelTo 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.

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 product -wikiReferral 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 RochefoucauldFrench 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.

Effectiveness in Advertising

E-Mail Marketing:Email marketing is promoting products through the use of emailThere are 2 main ingredients to an effective email marketing campaignThey are to build a large list of people you can email and to write great emailsThe emails should be packed with free value and they should move people to buy what you’re trying to sell

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 MethodsComparative Conversion Rates

Referral Marketing generates over 3 times the number of new customers as compared to the nearest traditional acquisition method.

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

Type of Viral Marketing Pass LongBuzz-Marketing Incentive Viral Undercover MarketingUser 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.

Most viewed Video on Youtube @WC

Mauka Mauka…

Viral Video

MTS_Internet_Baby__New_2015_and_Old_2014_Compilation___MTS_Internet_Baby

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

Types of Electronic Word-of-Mouth (e-WOM)

Mobile MarketingMobile 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

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.

Latest Trends

Google Launches Buy Button, Facebook to follow.

Reference //http: mobilemarketingmagazine.com. www.rewardstream.com http://www.startupbusinessschool.com/eBooks/Referral-Marketing.pdf.http://www.fhnw.ch/wirtschaft/dienstleistung/studierendenprojekte/olten/bisherige-projekte/bachelor-thesis-2010/pdf

Questions??