MARKETING APPLICATION

Session 3

Media Options for Advertising

TRADITIONAL MEDIUMS

EMERGING MEDIUMS

Print TV MagzinesWeekly,Monthly,Fortnig htly Hoardings, Kiosks

Internet Advertising Mobile Advertising Online versions of printed magazines OoH Solutions in bus,taxi,rail

Major Forces Shaping the Digital Age

Digitalization and Connectivity

The flow of digital information requires connectivity

Intranets, Extranets, and the Internet

The Internet Explosion

Key driver of the new economy

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Major Forces Shaping the Digital Age

New Types of Intermediaries

Brick-and-mortar firms often face disintermediation from click-only competitors The click-and-mortar business model has been highly successful

Customization and Customerization

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Marketing Strategy in the Digital Age

E-business:

uses electronic means and platforms to conduct business. facilitates the sale of products and services by electronic means.
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E-commerce:

Marketing Strategy in the Digital Age

E-marketing:

Includes efforts that inform, communicate, promote, and sell products and services over the Internet.

E-commerce benefits both buyers and sellers

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Marketing Strategy in the Digital Age

Buyer Benefits of E-Commerce:

Convenience Easy and private Greater product access/selection Access to comparative information Interactive and immediate

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Marketing Strategy in the Digital Age

Seller Benefits of E-Commerce:

Relationship building Reduced costs Increased speed and efficiency Flexibility Global access, global reach

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Digital Media in Perspective

Digital media refers to electronic media which works on binary codes. Computing is based on binary codes.
Examples of Digital Mediums

Internet or World Wide Web Mobile telephone E commerce portals Online Gaming Online editions of print materials Online ticket Booking

Internet & Mobile Applications are gaining prominence

Increased Penetration of computing device Infrastructure Improvement (Broadband & Better Connectivity) Very high penetration of mobile phones Masses as well as Classes (316 Mn) Internet is global medium, hence faster acceptance Usage of internet on rise

World Wide Internet Users

Global Internet Penetration

Purpose of Internet Usage

Emails General Information Chatting & Social Networking Online Gaming Online Jobsites Financial Info Ticket Booking

Indian Internet User Profile

School Kids (Age 12-17)
9% 9% 14%

College Students (Age 1823) Young Men (Age 24-34)

17%

23%

Older Men (Age 35-58) Working Women (Age 1845)

28%

Non-Working Women (Age <45)

Internet Users Region Wise

South, 33%

North, 21%

East , 15% West, 31%

Regional Penetration of Internet in India

Internet Access by Time

Positives of Digital Advertising

Interactive Cost effective Measurable Customization to the user profile Low spillage Database creation Global Medium

Digital Ad Options
Banner ads Scrolling ads Pop Ads Search Engine optimization Google Search -Through text Search - Through Placement

Banner & Scroll Ads

Banner & Scroll Ads

Google Search

Google Search

Natural Search Results

Paid Listing

10 C`s of Internet Marketing

Convenience Competition Communication

Corporate Culture

Customer

Consistency

Control Co-ordination

Creative Content Customization

Web marketing Tasks

Strategy & business plan Setting up IT infrastructure Getting high traffic Making site interactive Keeping site updated Making site user friendly Creating a system for delivery of products

Promise and Challenges of ECommerce

The Promise of E-Commerce

The future of B2B E-commerce is bright A few click-only companies may succeed Most companies will integrate online marketing into the marketing mix

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Promise and Challenges of ECommerce

Challenges: The Webs Darker Side

Few B2C companies are profitable

Limited exposure, skewed demographics Navigating the web is often problematic

Challenge: Legal and Ethical Issues

Online privacy and security concerns Internet fraud, the digital divide, access by vulnerable or unauthorized groups
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