DIGITAL
MARKETING
TOOLS AND
TACTICS
NILAMADHAB MOHANTY
TSM-PGDM
WE WILL DISCUSS
How digital tools can be used to communicate?
Exchange process
DIGITAL MARKETING
FRAMEWORK
OUTBOUND
DIGIT
MARK AL
E TI N
INBOUND
ial
Soc ia
d
me
DO YOU HAVE
Website
Facebook
Twitter
LinkedIn
Blog
Email newsletter
HoW5?
MARKETING
CCDVTP
DIGITAL MARKETING
CCDVTP using internet, social media and smartphone
Marketing using electronic media such as the web, email,
interactive TV, IPTV and wireless media in conjunction
with digital data about customers characteristics &
behaviors.
Chaffey, Chadwick, Mayer, Johnson (2009)
COMMUNICATION
TRADITIONAL
Broadcast, Print, Radio, Outdoor
Push Messaging, broadcast, message oriented, formal, authoritative,
mass
Lower engagement
TRADIGITAL
Banners, Microsites, Email Search
Push messaging, Interactive, Automated, Technology Dependent,
Mass and niche
DIGITAL
Social engagement
Networks, Communities, Blogs, Microblogs
Dialogue, Interactive, Informal, People and technology dependent,
niche
Higher engagement
WHAT CUSTOMERS SEEK
NOW!
Participation
Co-Creation
Engagement
. product, price, place, promotion,physical evidence,
process, people
HOW ENGAGEMENT IS
PROMOTED
CATEGORIES OF SOCIAL
MEDIA CHANNELS
Blogs, wikis, podcasts, social networks, forums and
content communities
Mayfield (2008)
Cook (2008) classification 4Cs
How it is used for interaction
communication
co-operation
collaboration and
connection
OUTCOME OF THE
ENGAGEMENT
In August 2015, Flipkart was forced to apologise for
sending a sexist promotional email after a customer took
to Twitter to criticise India's largest online retailer
In a stark warning to brands with too many untracked
website domains, Heinz was left embarrassed after a QR
code on bottles of Ketchup linked to a hardcore porn site
in Germany
. Marketing failure
TAKE CARE OF
Live conversations
Control vs. Engagement
Theft/hacking/imitation
Negative image
Time
Updates
Many
Regular follow up
Be aware of platforms
Many
Regular follow up
SOCIAL MEDIA CHANNELS
& NETWORK
Facebook
Twitter
Youtube
LinkedIn
Pinterest
Google +
FACEBOOK
Users: Individuals & business.
Purpose: To set up a profile (bus or personal).
Strategy
Comment regularly (consumer value).
Add pictures, video, images( make message attractive)
Link to your website ( interest to desire and intention)
Maintain it (consumer friendly)
Business Objective
Acquisition of new customers.
Awareness generation & brand building
Market research
Address Competitions Market Research
Strategy :
Run events.
.Tech support
TWITTER
Micro- blogging site (<140 characters)
Real-time news updates
Features : instant messaging, text messages, and
blogging
USP : For every 60 you follow, 40 will follow back
Strategy :Follow others
YOUTUBE
Video sharing platform.
Users : Individuals and business.
Utility : upload, trim, add captions, link
LINKEDIN
Professional brand building & networking for individuals
Set up profile
Join Groups
Run Polls
Search / Post Jobs
PINTEREST
Purpose: know how your products or services fit into the
lifestyles of your target audience
Strategy
A Pinner (Person sharing) shares (Pinning) a Pin (Image) on a
Pinboard (Set of images), does Pin It button ( places on
website) and Repins (Reposting)
GOOGLE +
Contribute to your SEO
Dormant accounts
Could be a potential tool in future
DSMM TOOLS
Wordpress
Google Analytics
Facebook Insights
Hootsuite
Animoto
Survey Monkey
Drop box
Google Drive
Skype
DSMM PLAN BASICS
Define
Define the online opportunity
Set the business objective
1. Evaluate digital marketing performance
2. Set digital marketing objective
3. Assess online market place
Plan
Select the strategic approach
Define customer value proposition
Define digital marketing strategy
Define digital communication mix
Implement
Delivering results online :
implement customer experience
implement digital marketing plan
execute digital communication
Adjust
Measure profile and plan for improvisation
HOW TO USE
ACTIVITY
COST ( in
INR)
Start a blog about the topic of your choice3500 . for
Write articles and publish
domain and
Google Analytics tracking code to
know
hosting
about the traffic you are getting
Adwords account for key word search
social sharing buttons in your blog articles(wordpress)
FACEBOOK PAGE dedicated to your blog and personal
page
Promote with Facebook advertising
Facebook like box in your blog
EMAIL MARKETING SERVICE
Google Adsense
Mobile friendly blog and mobile ads
500/600 (min)
PLANNING IT OUT
Analyse the situation
What are you doing now?
Set your objectives
Clear and measureable
Understand the audience
STP
Understand your budget
Time and money
Decide the channels
Website, social media, partners
Action plan
What, when, and how
Measurement
Traffic, awareness, likes, behavior ( accepatance, adoption)
BEFORE LAUNCHING
UNDERSTAND
Responsibilities
How to keep up/follow up strategy
Measurement of ROI
...could make your implementation difficult
