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Digital Media O c t o b e r 2 0 1 3
P RA D E E P G O V I N D A RA J UA L L R I G H T S R E S E R V E D
Digital Media: Building the Basics
October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED 2
An Acceptable Definition
Business dictionary defines Digital Media as:
Digitized content (text, graphics, audio, imagery and video) that can be transmitted over internet or computer networks.
3October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
Building Blocks of Digital Media
Process
Technology
People
IT Infrastructure – Servers, Networks etc.
Store / Retrieve
Engage / Respond
Publish / Read Protocols
4October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
What’s in it for Brands & Corporates?
Internet is an important influence on consumers interested in buying new products across most categories
– Nielsen Global Survey
5October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
What’s in it for Brands & Corporates?
PEOPLESignificant share of the Global & Indian population had adopted Internet & Digital Media
Digital goes Online World India
Internet Users 2.4 Billion 137 Million
Mobile Internet Users 2.1 Billion 79 Million
Smartphone Users 1 Billion 44 Million
Social Media Users
World India
Facebook 1.15 Billion
78 Million
Twitter 500 Million
33 Million
LinkedIn 238 Million
20 Million
Instagram 130 Million
4 Million
Pinterest 70 Million 5.5 Million
Sources: Internet World Stats, Mobithinking, Medianama, Trak, Digital Insights, Business Today
6October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
How People in Digital Media are relevant to Brands?
Brand
Industry Leaders
Competitors
Detractors
Customers
Prospects
Fans / Followers
Suppliers / Vendors
Employees
We are connected to brands in more ways than we realize in Digital Media
7October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
Corporates today invest Time, Money & Resources in multiple Digital Media Initiatives:
Digital Branding – Brand building & engagement in web; communication focused
Digital PR – Transforming static news into opportunities of online conversations
Digital Marketing – Attract target audience to the digital media assets
Brands & Corporates Acknowledge the importance of Digital Media
8October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
Digital Marketing – Attract Target Audience to Digital Assets
9October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
Digital Marketing Landscape
10
CHANNELS
Search Email Marketing Content MarketingSocial MediaDisplay Advertising
Organic
Paid
Contextual TargetingBehavioral Targeting
Re-Targeting
Monitoring
Marketing
Engagement
Transactional
Direct Mails
Digital PR
Blogging
STRATEGY
ANALYTICS
October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
Digital Marketing is now Mainstream in India
FY 2010-11 FY 2011-12 FY 2012-13 FY 2013-14(Est.)
1,140
1,750
2,260
2,938
54%
29%
30%
Indian Digital Media Spending (INR Crores)
Category FY 2010-11
FY 2011-12
FY 2012-13
Search 493 718 850
Display 557 595 662
Social NA 175 300
Mobile 90 123 230
Video NA 88 150
Email NA 53 68
Spending by Top Digital Marketing Categories (INR Crores)
Industry is need of competent professionals to manage this massive spendingSource for Digital Marketing Spending: IAMAI
11October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
12
STRATEGY
ANALYTICS
CHANNELSCrowded
In Need
Dearth
Digital Marketing Workforce
Digital Marketing spectrum is abuzz with Experts that has technical know-hows & operate across various channels
Digital Marketing needs Business Professionals to make it more relevant to Businesses For instance, Marketing Managers are needed to Strategize, Sales Managers to device
action plans, Business Analysts to extract insights from the abundance of Digital marketing data
Analytics – a high potential, yet under sourced space of Digital Marketing October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
13
Wise minds are needed to:
Convert Data into Information
Turn Information into Knowledge
Churn Knowledge into Wisdom
Digital Marketing Analytics
Analytics, when rightly done:
Shreds insights that can be implemented Online & Offline
Contributes to the business bottom-line – increase revenue
Proves the value of digital marketing existence of a brand
13October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
DIKW Model for Digital Marketing Analytics
D I K W
Data
Extraction:From multiple channels
Information
Action:Act upon the data
Knowledge
Explanation:What are the results?
Wisdom
Experience:What is best?
Doing the right things Doing the right things
DIKWPAST FUTURE
14October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
15
Digital Marketing Analytics – Practical ApplicationsMobile traffic report of a fashion website -> Singles out the mobile platform where the retailer should launch their first ecommerce mobile app
Analytics of the iOS app will answer the What, Why & How questions for the Android app
15October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
16
Digital Marketing Analytics – Practical ApplicationsEcommerce Traffic Report -> Singles out the source / medium that has the highest Per Visit Value; Effort should be taken to increase the traffic from this source
16October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
17
Digital Marketing Analytics – Practical ApplicationsLocation Report -> Suggests the locations where the brands can open their next retail outlet
17October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
A Snapshot of Career Options in Digital MarketingDigital Marketing Roles Titles
Setup and / or handle Digital Marketing practice in organizations; Accountable for P&L of the practice GMs / Directors/ AVPs &VPs / CXX
Handle large enterprise clients with managing digital marketing spends around hundreds of crores Account Directors / Sr. Account Directors
Manage relationships with Digital Marketing clients Account Managers / Sr. Account Managers / Client Managers
Brand representative who, in liasion with third party agenicies, ensure that the Digital Marketing objectives are achieved
Client Partners (Digital Marketing)
Brand representatives who ensure consistent and optimal messaging, promotions, pricing, and advertising of brand & its products / services
Brand Managers (Digital Marketing)
Develop & Execute scalable solutions across Digital Marketing landscape - SEO, Paid Ads, ORM etc. Digital Marketing Managers
Develop, Oversee and execute the communication/marketing strategy in Social Media, which includes advertising and promotions plans
Social Media Managers
Collect and analyze data on website visitors patterns, customer voice in digital media talking about brands, product features, competition and other areas that inform marketing business decisions
Marketing Researchers (Digital Marketing)
Gain first hand knowledge in Digital Marketing techniques before taking great leaps Analysts – Web / Social Media / SEO / SEM / Digital Marketing
18October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
Search Ad Campaigns Social Media / ORM Email Marketing Web Analytics
• Moz • Kenshoo • Radian6 • iContact • Google Analytics• Raven
Tools • IgnitionOne • Brandwatch • Pinpointe • Adobe SiteCatalyst
• Adobe AdLens • Unmetric • GetResponse
• Sysomos
Great to gain exposure to these prominent Digital Marketing Tools
Few Digital Marketing Programs & Certifications are available to gain Digital Marketing exposure: Advanced Online Advertising Program - Google India (through NIIT Imperia) Professional Diploma in Digital Marketing (NIIT Imperia) Certificate / PG Certificate Course in Digital Marketing (Certified by IAMAI) Advanced Program in Digital Marketing – IAMAI (through NIIT Imperia)
Certification for Digital Marketing Platforms Google Analytics, Google AdWords, Adobe Omniture, Adobe AdLens, Kenshoo
19October 2013© PRADEEP GOVINDARAJU; ALL RIGHTS RESERVED
Thank YouO c t o b e r 2 0 1 3
P RA D E E P G O V I N D A RA J UA L L R I G H T S R E S E R V E D