Digital Marketing

THE FUTURE IS DIGITAL MARKETING
ABSTRACT
This project will through a light on DIGITAL MARKETING , its trend in past and present and
its future in the gloalised world! As "ar#eting has eco"e a $er% i"portant tool for e$er%
industr% to reach the consu"er it&s eco"e $er% co"ple' as to decide what is the right "ediu"
for "ar#eting! As the world has "oderni(ed dra"aticall% in the last decade digital "edia has
reached e$er% ho"e and hence eco"e a $er% i"portant $ehicle for "ar#eting! This project will
co$er digital "ar#eting trends and its future, general prole" faced and few suggestion to
o$erco"e it along with few cases!
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TABLE OF CONTENT
TOPIC PAGE NO.
Abstract 1
Project topic approval
Intro!ction "
#$at is %i&ital 'ar(etin& )
Tools o* %i&ital 'ar(etin& +
'!lti,c$annel %i&ital 'ar(etin& 1"
%i&ital 'ar(etin& ter-s 1)
Ne. Trens 1/
Case st!ies 0)
Proble-s ""
S!&&estions ")
Concl!sion "+
Biblio&rap$1 "/
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INTRO%2CTION
Mar#eting is undergoing a period of intense change, and there are se$eral inflection points on the
hori(on which will ha$e a transfor"ational effect, so that % the "iddle of the ne't decade e$er%
facet of "ar#eting will ha$e een changed radicall% % the digital re$olution!
To date, the e"ergence of digital technolog% has caused great deate, and in so"e sectors has led
to re$olutionar% change! )hile *s"all ad$ertising& such as classifiers and personals has "o$ed
online in a wholesale wa%, rand ad$ertising has een affected in a "ore "arginal wa%!
Most inno$ation has een in the for" of *"edia firsts& + finding new places to stic# ad$ertising!
,ntil $er% recentl% there has een little progress in targeting! The proliferation of "edia has in
so"e wa%s "ade de"ographic targeting easier! -ut it has done this at precisel% the sa"e ti"e
that de"ographics ha$e een declining in rele$ance as a predictor of consu"er eha$iour!
T$ere are3 $o.ever3 $!&e c$an&es on t$e $ori4on.
De$elop"ents in technolog% will e the catal%st for funda"ental change in the wa%s consu"ers
use "edia, and conse.uentl% on how the% consu"e "ar#eting "essages!
The road the"es of the new "edia consu"ption landscape will e/
Media consu"ption will eco"e less collecti$e and "ore indi$idual
0ophisticated, "ultiple pathwa%s to indi$idual consu"ers will de$elop
All "edia relationships will eco"e interacti$e to a greater or lesser e'tend!
1onsu"ers will increasingl% deter"ine their own use of "edia in a "uch "ore co"plete
fashion, including deciding when the% will accept "ar#eting "essages and when the%
won&t!
Metrics which "easure *$iewing& rather than *engage"ent& will disappear
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Mar#eting pla%s a $ital usiness function in connecting consu"ers with things the% want to u%!
2or "ar#eting to ser$ice the new needs of usiness, and for it to profit fro" rather than suffer
fro" the changing world of "edia, it will ha$e to adapt in a radical wa%!
The new age of "ar#eting we are aout to enter will e aout/
Relevance will e #e% to ensuring that %ours is a"ong the few "ar#eting "essages with
which %our target consu"er will trul% engage!
Interaction will offer indi$idual consu"ers uni.ue e'periences, feeding ac#
infor"ation to the rand!
Relations$ips will e the $ital pathwa%s % which "ar#eters reach consu"ers, including
relationships with "edia, with rands and with fellow consu"ers!
The i"portance of these three factors will co"pel "ar#eters to e'ploit "ore full% than at present
the inherent ad$antages of digital "edia, including/
the addressailit% of indi$idual consu"ers rather than a roadcast "odel!
interacti$it% rather one wa% co""unication!
learning aout indi$iduals and their eha$ior and using this infor"ation to
deter"ine what infor"ation and entertain"ent to ser$ice the" with in the future!
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#$at is i&ital -ar(etin&5
%i&ital 'ar(etin& is the pro"oting of rands using all for"s of digital ad$ertising! This now
includes Television, Raio, Internet, -obile and an% other for" of digital "edia!
%i&ital 'ar(etin& is the practice of pro"oting products and ser$ices using digital distriution
channels to reach consu"ers in a ti"el%, rele$ant, personal and cost3effecti$e "anner!
)hilst digital "ar#eting does include "an% of the techni.ues and practices contained within the
categor% of Internet Mar#eting, it e'tends e%ond this % including other channels with which to
reach people that do not re.uire the use of The Internet! As a result of this non3reliance on the
Internet, the field of digital "ar#eting includes a whole host of ele"ents such as "oile
phones, s"s 4""s, displa% 4 anner ads and digital outdoor!
5re$iousl% seen as a stand3alone ser$ice in its own right, it is fre.uentl% eing seen as a do"ain
that can and does co$er "ost, if not all, of the "ore traditional "ar#eting areas such as Direct
Mar#eting % pro$iding the sa"e "ethod of co""unicating with an audience ut in a digital
fashion! Digital is now eing roadened to support the 6ser$icing6 and 6engage"ent6 of
custo"ers!
%i&ital 'ar(etin& 6 P!ll vs. P!s$
Digital "ar#eting in$ol$es so"e of the techni.ues of direct "ar#eting and internet "ar#eting! In
digital "ar#eting traditional "ethods of pro"otions are e'ecuted digitall%! It in$ol$es "ar#eting
in two for"s, pull and push!
5ull digital "ar#eting re.uires the user to pull or e'tract the content directl%! The custo"er has
to approach the pro"otional "atter and see the "atter % hi"self! E'a"ples are wesites,
foru"s and we logs! All these re.uire clic#ing on a ,RL in order to $iew the content! The
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content that is eing displa%ed doesn7t ha$e to follow an% guidelines! Effort is re.uired to onl%
displa% the content on the wesite or foru" and there is no additional cost of sending the
infor"ation to the custo"er, ut the custo"er has to "a#e the e'tra effort of reaching out to the
content !
The custo"er doesn7t ha$e to opt3in for such #ind of pro"otion and one "essage is eing $iewed
% all and it cannot e personali(ed! The custo"ers who see the content cannot e traced,
although the clic# through rate can e considered which gi$e details aout the nu"er of clic#s
the "essage recei$ed! This is e done % enaling the clic# though trac#ing during the ca"paign,
which records the infor"ation!
Pros7
No restrictions in ter"s of t%pe of content or si(e as the user deter"ines what the% want!
No technolog% re.uired to send the content, onl% to store4displa% it!
No regulations or opt3in process re.uired!
Cons7
1onsiderale "ar#eting effort re.uired for users to find the "essage4content!
Li"ited trac#ing capailities + onl% total downloads, page $iews, etc!
No personali(ation + content is recei$ed and $iewed the sa"e across all audiences
5ush digital "ar#eting technologies re.uires the effort of oth the "ar#eter and the custo"er!
The "ar#eter has to push or send the content to the custo"er and the custo"er has to "a#e the
effort of recei$ing it! This is a $er% effecti$e #ind of "ar#eting and the in$est"ents surel% earn a
ig return as it creates rand recognition! 0M0, MM0, e"ails, R00 podcasting are e'a"ples of
push digital "ar#eting!
0ince the content is sent to indi$iduals, it can e personali(ed according to the intended recipient!
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)hether the "essage has een opened and $iewed % the custo"er or deleted it can e trac#ed
and reported! Infor"ation related to the custo"er such as na"e, geographical location could e
traced! -ut when sending this #ing of "essage, certain criteria should e "et as the 0M0 and
e"ails sent are "onitored!
If the "ar#eter doesn7t follow the rules and regulations properl%, there is a possiilit% of
"essages getting rejected and loc#ed, efore the% reach the targeted audience and the "essage
is considered to e spa"! -igger conse.uences in$ol$e "ar#eters getting lac#listed te"poraril%
or e$en per"anentl%! The nu"er would e loc#ed and the% won7t e ale to send an% "essages
at all! Messages sent to the R00 feeders re.uire a "echanis" with an application to reach, when
sent % an e"ail "ar#eting s%ste"!
Pros7
1an e personali(ed8"essages recei$ed can e highl% targeted and specific to selected
criteria + li#e a special offer for fe"ales, 9: %ears old or o$er and li$ing in 1alifornia!
Detailed trac#ing and reporting + "ar#eters can see not onl% how "an% people saw their
"essage ut also specific infor"ation aout each user such as their na"e as well as
de"ographic and ps%chographic data!
;igh Return on In$est"ent <R=I> possile + if e'ecuted the right wa%, push "essaging
can help dri$e new re$enue as well as rand reinforce"ent!
Cons7
1o"pliance issue + each push "essaging technolog% has its own set of regulations, fro"
"inor <R00> to hea$il% controlled <e"ail and te't "essaging>
Re.uires "echanis" to deli$er content + the "ar#eter has to use an application to send
the "essage, fro" an e"ail "ar#eting s%ste" to R00 feeders!
Deli$er% can e loc#ed + if the "ar#eter does not follow the regulations set forth %
each push "essage t%pe, the content can e refused or rejected efore getting to the
intended recipient!
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-oth for"s of digital "ar#eting should e used in consonance to achie$e positi$e results! A
s"art "ar#eter sends out e"ails along with 0M0 and uses "ultiple channels to "ar#et his
products! The t%pe of "essages eing sent should also e different fro" one another! The%
should not onl% e te't, ut ani"ations, audios and $ideos!
There is a possiilit% of using pull and push "essage technologies in conjunction li#e the e"ail
sent to a potential custo"er can ha$e a ,RL or a anner ad, which on clic#ing downloads
infor"ation! If there is enor"ous group of people to e reached $ia e"ail, E"ail ser$ice
pro$iders can e hired who sends loads of e"ails to the custo"ers on ehalf of the "ar#eter and
the% ta#e "easures so that the "essages are not considered as spa"!
Although "uch of the "ar#eting is opt3in, federal laws, such as 1AN 05AM Act, ha$e een
passed to protect the custo"ers fro" unscrupulous "ar#eters who would go to an% e'tent to
pro"ote their products or hac#ers or spa""ers who ha$e a ad intent i!e! li#e har"ing the
co"puter or installing adware, sp%ware on people7s co"puters!
Tools o* i&ital -ar(etin&
Television
Ad$ertising on tele$ision allows %ou to show and tell a wide audience %our usiness, product, or
ser$ice! It allows %ou to actuall% de"onstrate the enefits of ownership! ?ou can show how %our
product or ser$ice wor#s and how it7s pac#aged so prospecti$e custo"ers will #now what to loo#
for at the point of sale! In ad$ertising, it often ta#es "ultiple touch points to effecti$el% influence
consu"ers7 purchasing eha$ior!
Tele$ision ad$ertising has een a popular "ediu" for large retailers e$er since the T@ first
egan to appear in li$ing roo"s! )ith the arri$al of cale tele$ision ca"e lowered production
costs and the opportunit% to reach s"aller, "ore targeted "ar#ets, "a#ing it a $iale option for
s"all to "ediu"3si(e usinesses as well!
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To create an effecti$e tele$ision ad, it7s first necessar% to ha$e a good script that highlights a
strong offer! Ads "ust also e effecti$el% produced, and it7s for this reason that it7s often etter to
enlist the ser$ices of an ad$ertising agenc%, which can help %ou create an entire ca"paign!
0o"e of the ad$antages to ad$ertising %our s"all usiness on tele$ision include the following/
T@ reaches a "uch larger audience than local newspapers and radio stations, and it does
so during a short period of ti"e!
It reaches $iewers when the%7re the "ost attenti$e!
It allows %ou to con$e% %our "essage with sight, sound, and "otion, which can gi$e %our
usiness, product, or ser$ice instant crediilit%!
It gi$es %ou an opportunit% to e creati$e and attach a personalit% to %our usiness, which
can e particularl% effecti$e for s"all usinesses that rel% on repeat custo"ers!
Raio
)hen it co"es ti"e to ad$ertise %our s"all usiness, radio proal% isn7t the first thing that
co"es to "ind! -ut that doesn7t "ean it isn7t an effecti$e wa% to reach %our target audience,
particularl% if %ou place %our radio spots during pea#ing dri$ing ti"es! And radio ad$ertising
t%picall% costs "uch less than tele$ision ad$ertising, "a#ing it an attracti$e choice for s"aller
usinesses that "a% e operating on a li"ited ad$ertising udget!
A good radio ad will gra a listener7s attention, perhaps with a catch% jingle or a talented radio
personalit%! Radio ads engage listeners % contructing a AB3 or CB3second stor%, #eeping the
product or ser$ice eing sold at the forefront throughout, co$ering all the #e% points in an
efficient and entertaining wa%, and finishing with a call to action such as a phone nu"er, which
is t%picall% repeated at least two or three ti"es to help the listener re"e"er it until the% can
write it down or pic# up the phone!
If %ou choose to create a radio ad for %our usiness and will e writing the ad %ourself, "a#e
sure to use infor"al language and write the wa% %ou tal#! The proper pacing is also i"portantD
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tr%ing to cra" too "uch into %our ad will onl% "a#e %ou see" push%! Include the proper pauses,
just as if %ou were spea#ing to the custo"er directl%! )hen %ou ha$e a draft of %our script
co"pleted, read it aloud to a friend or wor# associate to get their opinion!
Re"e"er that people listening to %our ad are proal% doing so"ething else at the sa"e ti"e,
li#e dri$ing in their car or doing household chores! 2or this reason, repeat #e% infor"ation li#e
%our co"pan% na"e and the na"e of the product or ser$ice %ou7re selling at least three ti"es! Let
the" #now the call to action is co"ing <;a$e a pen or pencil hand%E>, and then repeat %our
phone nu"er or )e address at least three ti"es as well!
The "usic and tone of the ad should also fit the station the ad will e airing on! 2or e'a"ple, if
%ou7ll e u%ing ti"e on a roc# "usic station, %ou don7t want to use a countr% and western jingle
in %our ad! It also pa%s to choose the proper t%pe of station or progra""ing 33 tal# radio, news,
specific "usic genre 33 and "a#e sure it is a good fit with %our custo"er ase!
The "ost effecti$e radio ads are those that are interesting, hu"orous, ha$e strong offers, and that
are repeated fre.uentl% for a set period of ti"e during a specific ti"e slot! 2or this reason, radio
stations sell these ti"e slots in pac#ages!
0o"e pros to ad$ertising %our usiness on the radio/
Radio ad are cheap to produce, especiall% when %ou co"pare the" to other for"s of
ad$ertising li#e tele$ision!
The% create a lasting i"pression, in part ecause %ou7re pa%ing to run the" repeatedl%
o$er a specific ti"e period!
Radio spots gi$e %ou an opportunit% to tell a stor% aout %our usiness in a fun,
entertaining wa%!
;owe$er, li#e all for"s of ad$ertising, there can e so"e disad$antages to radio ad$ertising as
well/
)hereas in print ad$ertising a reader can cut out %our ad and sa$e it for later use, a radio
ad is $er% ephe"eral, pla%ing o$er the radio for a "inute or less!
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Morning and e$ening co""utes are #e% ti"es when "an% usinesses want their ads to
run, and there are onl% so "an% spots to go around! This can dri$e up the cost for those
choice ti"e slots!
It can e difficult to reach so"e target audiences who do not traditionall% listen to "uch
radio!
Internet
Internet "ar#eting, also referred to as i3"ar#eting, we3"ar#eting, online3"ar#eting, 0earch
Engine Mar#eting <0EM> or e3Mar#eting, is the "ar#eting of products or ser$ices o$er
the Internet!
The Internet has rought "edia to a gloal audience! The interacti$e nature of Internet "ar#eting
in ter"s of pro$iding instant response and eliciting responses, is a uni.ue .ualit% of the "ediu"!
Internet "ar#eting is so"eti"es considered to ha$e a roader scope ecause it not onl% refers to
the Internet, e3"ail, and wireless "edia, ut it includes "anage"ent of digital custo"er data and
electronic custo"er relationship "anage"ent <E1RM> s%ste"s!
Internet "ar#eting ties together creati$e and technical aspects of the Internet, including/ design,
de$elop"ent, ad$ertising, and sales!
Internet "ar#eting is relati$el% ine'pensi$e when co"pared to the ratio of cost against the reach
of the target audience! 1o"panies can reach a wide audience for a s"all fraction of traditional
ad$ertising udgets! The nature of the "ediu" allows consu"ers to research and purchase
products and ser$ices at their own con$enience! Therefore, usinesses ha$e the ad$antage of
appealing to consu"ers in a "ediu" that can ring results .uic#l%! The strateg% and o$erall
effecti$eness of "ar#eting ca"paigns depend on usiness goals and cost3$olu"e3profit <1@5>
anal%sis!
Internet "ar#eters also ha$e the ad$antage of "easuring statistics easil% and ine'pensi$el%!
Nearl% all aspects of an Internet "ar#eting ca"paign can e traced, "easured, and tested! The
ad$ertisers can use a $ariet% of "ethods/ pa% per i"pression, pa% per clic#, pa% per pla%, or pa%
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per action! Therefore, "ar#eters can deter"ine which "essages or offerings are "ore appealing
to the audience! The results of ca"paigns can e "easured and trac#ed i""ediatel% ecause
online "ar#eting initiati$es usuall% re.uire users to clic# on an ad$ertise"ent, $isit a wesite,
and perfor" a targeted action! 0uch "easure"ent cannot e achie$ed through illoard
ad$ertising, where an indi$idual will at est e interested, then decide to otain "ore infor"ation
at a later ti"e!!
-ecause e'posure, response, and o$erall efficienc% of Internet "edia are easier to trac# than
traditional off3line "edia8through the use of we anal%tics for instance8Internet "ar#eting
can offer a greater sense of accountailit% for ad$ertisers! Mar#eters and their clients are
eco"ing aware of the need to "easure the collaorati$e effects of "ar#eting <i!e!, how the
Internet affects in3store sales> rather than siloing each ad$ertising "ediu"! The effects
of "ultichannel "ar#eting can e difficult to deter"ine, ut are an i"portant part of ascertaining
the $alue of "edia ca"paigns!
'obile
Moile Mar#eting is a set of practices that enales organi(ations to co""unicate and engage
with their audience in an interacti$e and rele$ant "anner through an% "oile de$ice or networ#!
Moile "ar#eting is co""onl% #nown as wireless "ar#eting! ;owe$er wireless is not
necessaril% "oile! 2or instance, a consu"er&s co""unications with a )e site fro" a des#top
co"puter at ho"e, with signals carried o$er a wireless local area networ# <)LAN> or o$er a
satellite networ#, would .ualif% as wireless ut not "oile co""unications!
Moile "ar#eting is done %/
0M0
MM0
In3Ga"e "ar#eting
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Moile we "ar#eting
-luetooth
Infrared
Location3ased ser$ices
%i&ital 'ar(etin& an '!lti,C$annel Co--!nications
)hile digital "ar#eting is effecti$e using one "essage t%pe, it is "uch "ore successful when a
"ar#eter co"ines "ultiple channels in the "essage ca"paigns! 2or e'a"ple, if a co"pan% is
tr%ing to pro"ote a new product release, the% could send out an e"ail "essage or te't ca"paign
indi$iduall%! This, if properl% e'ecuted, could %ield positi$e results! ;owe$er, this sa"e
ca"paign could e e'ponentiall% i"pro$ed if "ultiple "essage t%pes are i"ple"ented!
An e"ail could e sent to a list of potential custo"ers with a special offer for those that also
include their cell phone nu"er! A couple of da%s later, a follow up ca"paign would e sent $ia
te't "essage <0M0> with the special offer!
5ush and pull "essage technologies can also e used in conjunction with each other! 2or
e'a"ple, an e"ail ca"paign can include a anner ad or lin# to a content download! This enales
a "ar#eter to ha$e the est of oth worlds in ter"s of their "ar#eting "ethod!
eMar#eter reported that the "ajorit% of consu"ers are si"ultaneousl% consu"ing "ultiple "edia
options8the% are reading the newspaper while watching T@ or chec#ing e3"ail while listening
to the radio! Each consu"er&s desired "edia e'perience is different, which "eans that
organi(ations "ust pro$ide a "ulti3channel platfor" to cater to the largest consu"er population
possile! Multi3channel co""unications can/
F Increase potential response rates and return on in$est"ent
F 5ro$ide real3ti"e tools for trac#ing ca"paign results
F 5ro$ide new re$enue3generating opportunities $ia $alue3added ser$ices
F Increase digital color print $olu"e
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Last 1hrist"as, in a difficult econo"%, Internet holida% re$enues onl% dipped 9G, while ric#3
and3"ortar retailers e'perienced %ear3o$er3%ear sales declines in e'cess of 9BG!1onsu"ers are
e'periencing higher co"fort le$els with Internet purchases8which "eans that organi(ations
"ust adjust how the% reach out to this changing consu"er ase! Multi3channel "ar#eting is
rapidl% translating into profitailit% for "ar#eters! Recent studies show that consu"ers who use
at least three channels when shopping spend up to ten ti"es "ore than single3channel
consu"ers, generating 9HG3HBG "ore profit! Info Trends recent "ulti3client stud%
entitled '!lti,C$annel Co--!nications7 'eas!re-ent 8 Benc$-ar(in& found that "ulti3
channel "ar#eters use an a$erage of fi$e deli$er% channels for their cu"ulati$e "ar#eting
efforts!

Multi3channel co""unications incorporate custo"i(ed and personali(ed content in docu"ents
deli$ered $ia two or "ore "edia channels, including print, e3"ail, )e <personali(ed ,RLs>,
te't "essaging, and "oile co""unications! Multi3channel co""unications "a% also e
referred to as cross3"edia pulishing, cross "edia3co""unications, "ulti3touchpoint
ca"paigns, and integrated "ar#eting ca"paigns! Through the use of the )e and e3"ail as well
as "oile technolog%, "ulti3channel co""unications offer .uic#er and easier wa%s to trac#
"ar#eting ca"paigns that print alone cannot pro$ide8gi$ing "ar#eting professionals the ailit%
to trul% "onitor and "easure the success of their "ar#eting dollars spent! This can e done in
real3ti"e through )e3ased "ar#eting ca"paign dashoards! In toda%&s econo"%, results are
the pri"ar% focus for "ar#eting e'ecuti$es! InfoTrends& '!lti,C$annel Co--!nications7
'eas!re-ent 8 Benc$-ar(in& stud% confir"ed that ca"paigns lending e3"ail, custo"i(ed
landing pages, and print %ield a AHG i"pro$e"ent o$er print onl%!
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%i&ital 'ar(etin& Ter-s
Banner A
An ad$ertise"ent that appears on a )e page, "ost co""onl% at the top <header> or otto"
<footer> of the page! Designed to ha$e the user clic# on it for "ore infor"ation <see Microsite>
Blac(liste
A lac#listed notice "eans that the "essage "a% not ha$e een deli$ered due to e flagged on
one of the "ajor lists that #eep tas of #nown spa""ers! Different I05s use different lac#lists
to loc# "ailings fro" eing deli$ered to their clients! It can e a te"porar% an or a per"anent
one, depending upon the list!
Bloc(e
A loc#ed notice "eans that the "essage did not get through due to eing considered spa" %
the suscrier&s I05! This "a% e due to eing on a lac#list or ecause the "essage contains a
do"ain that is alread% eing loc#ed!
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Blo&
0hortened fro" Iwe logJ a log is a user3generated )e site where entries are "ade in journal
st%le and displa%ed in a re$erse chronological order!
Ca-pai&n
A ca"paign is a specific "essage eing sent to a specific group of recipients!
CAN,SPA' Act o* 099"
The 1AN 05AM A1T is a series of federal laws that "ust e followed % all e"ail "ar#eters!
Those found in $iolation of the laws can e sujected to "ajor penalties! 2or "ore infor"ation,
go to http/44www!spa"laws!co"4federal4inde'!sht"l
Clic( T$ro!&$
The nu"er of ti"es people clic#ed on the lin#s in %our "essage! This is often referred to as
1TR <1lic# Through Rate>! Note/ %ou "ust ha$e enaled clic# through trac#ing in the ca"paign
in order for this to e recorded!
%i&ital Bran En&a&e-ent
-rand and consu"er interaction through the Internet! This includes all aspects of dialogue
through the social we and on the rand7s own wesite!
%'A 'ar(et
DMA stands for Designated Mar#et Area, which is often associated with the entertain"ent
industr%! DMAs are usuall% counties <or so"eti"es split counties> that contain a large population
that can e targeted, such as New ?or# 1it%, Los Angeles or 1hicago!
E-ail Service Provier :ESP;
=utside co"panies li#e "oile0tor" that send ul# e"ails on ehalf of their clients to pre$ent
their "essages as eing laeled as spa" or loc#ed entirel%!
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False Positives
Legiti"ate "essages eing laeled as Ispa"J 1an cost co"panies potentiall% "illions in
potential lost re$enue if not dealt with correctl%!
GPRL
The Gloal 5er"anent Re"o$al List consists of records that are auto"aticall% re"o$ed fro" a
particular dataase! Al"ost all e"ail ser$ice pro$iders <E05> or "ulti3channel "essaging
co"panies "aintain these lists for their clients!
Instant 'essa&in&
Instant "essaging <often shortened to IM> is a t%pe of co""unications ser$ice that enales %ou
to create a #ind of pri$ate chat roo" with another indi$idual in order to co""unicate in real ti"e
o$er the Internet!
<e1.ors
,sed in conjunction with 0M0 "essages! A user t%pes a short code and "atching #e%word in
order to e added to a "oile clu or dataase!
'icrosite
A "ini )e site design to pro"ote a specific portion or rand fro" a larger corporate site! ,sed
often with contests or as a landing page for a specific pro"otion!
Open Rate
This is a ratio deter"ined % the nu"er of people who opened %our e"ail against the total
nu"er of people to who" %ou sent the "essage! T%picall%, this nu"er will e low for large
ca"paigns and higher for "ore targeted ca"paigns!
Opt,In List
E"ail "ar#eters ha$e dataases of suscriers to their newsletters, featuring these suscriers7
e"ail addresses and na"es! 0uch a list is #nown as an opt3in list <and is thus 1AN305AM
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co"pliantD see ao$e for info on the 1AN305AM act> ecause users choose to recei$e the
e"ails! This is in contrast to spa" e"ail, which is unsolicited!
Personali4ation
5ersonali(ation gi$es %ou the ailit% to create a custo"i(ed "essage for each person in %our
dataase! 1an e addressed % first4last na"e, cit%, state, (ip, etc!
RSS
R00 or Real 0i"ple 0%ndication is technolog% designed to allow users to suscrie to a specific
content feed and e auto"aticall% alerted when new updates are a$ailale!
RSS Reaer
Application used to suscrie and "onitor selected R00 content feeds!
S$ort Coe
A short code is a H digit nu"er that is used to send and respond to te't "essages! The% can
either e a rando" set of nu"ers or a I$anit%J nu"er tied to a specific rand or nu"er
pattern!
S'S
0M0 <0hort Message 0er$ice> is a one3wa% te't "essage sent $ia a cell phone! It is usuall%
recei$ed $ia the suscriers7 te't "essage ino' on their cell phone and can e a "a'i"u" of
:CB characters per "essage!
Social Boo(-ar(in&
0ocial -oo#"ar#ing is a popular wa% to store, classif%, share and search lin#s that are co"ined
into a single site for eas% access!
Spa-
An e"ail "essage that is unwanted % the recipient! Legiti"ate e"ails can so"eti"es e
incorrectl% identified as spa" and is a growing prole"!
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Strea-in& Tec$nolo&ies
1o""unication channel such as $ideo and audio that is accessed online! 1an e a pre3stored clip
to access as well as a li$e feed that is strea"ed li#e an online roadcast!
S!bscriber
A person who signs up to recei$e "essages fro" a particular co"pan% or entit%!
Tar&etin&
Targeting allows %ou to send a "essage to people ased on specific criteria fro" %our suscrier
dataase!
=oice Broacast
0ending a pre3recorded $oice "essages to a large set of phone nu"ers at the ti"e sa"e! 1an
either e a $oice call <"eaning the recipient "ust answer the call for the "essage to pla%> or
$oice "ail <"eaning the "essage will pla% onl% if the recipient doesn&t answer >
#i&et
A s"all graphical de$ice that does a highl% focused, often single, specific tas#! )e widgets can
e e"edded in we pages or run on the des#top of a 51 <)indows or Mac> using software such
as Apple7s Dashoard software or ?ahooK )idgets Engine!
Trens in i&ital -ar(etin&
This %ear has seen a flurr% of acti$it% in digital "ar#eting! -rands and digital agencies ali#e are
fast reacting and gearing up for %et another %ear of rapid changes that will incorporate oth the
transfor"ational and the incre"ental!
All e%es see" to e on social "ar#eting and, while it will certainl% e at the core of "an%
ca"paigns, it will not e the onl% thing co""anding a shift in how we co""unicate!
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This %ear will see the h%pe cal"ing around 2aceoo# applications, Twitter ca"paigns and R=L
"odels for social "edia! Digital e'perts at Last e'it ha$e put together the following list of top
digital "ar#eting trends for 9B:B!
FACEBOO< REPLACES E'AIL
Google has itD hoo$er has itD Ti@o had it, lost it, got it ac#! Lero' had it! )hat is itE It7s when a
rand na"e eco"es the $er associated with its use/ rather than searching online, %ou GoogleD
or Ti$o it, when recording a tele$ision show!
Argual%, a "ore powerful pheno"enon occurs when a rand eco"es a noun, li#e polaroid!
The newest is 2aceoo#, as in 7I 2ace3oo#ed
%ou7 + I added %ou as a friend, or sent a 2aceoo# "essage! No3one has owned such
co""unication efore! No rand e$er eca"e s%non%"ous with e"ail!
The disruption of 2aceoo# is its displace"ent of personal e"ailD it7s co"pletel% per"ission
ased, with no spa" and no address oo# + all %our friends are there! )here does this lea$e
"ar#etersE )hile rands are not included in the con$ersation, the% can e part of, or hosts of, the
part%!
=pportunities in social "edia "ar#eting see" oundlessD the est do not see# to disrupt
con$ersations ut to integrate + to add so"ething useful and co"pelling!
OPEN SO2RCE SOFT#ARE 'A<ES 'ONE> IN T?E CLO2%
0o"ething is happening in the open source software world! 5rojects that were once the pur$iew
of progra""ers are now a$ailale to the "asses, such as -eanstal#, a hosted, $ersion3controlled
code repositor% that uses the su$ersion open source project! )hile it7s a ig deal to set up and
"aintain a su$ersion repositor% <%ou need a ser$er>, -eanstal# created a low3cost, suscription3
ased ser$ice that re"o$es the hassle! 0uch ser$ices can onl% e'ist with cloud co"puting, so
-eanstal# doesn7t ha$e huge upfront capital outla%s ut pa%s onl% for what custo"ers use! )ith
the right s#ills, an% open source project can e co""ercialised!
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It eco"es possile for ig ideas, with cutting3edge online e'periences, to e de$eloped! Ideas
can e 7eta7 tested with li"ited in$est"ent without costl% fat3piped en$iron"ents! E$en
de$elopers can test on "odules that won7t disrupt core application wor#!
'OBILE CO''ERCE 6A PRO'ISE >ET TO %ELI=ER
Tantalising as 7con$ergence7 has sounded for the past decade, "oile co""erce hasn7t deli$ered!
The ga"e changer is the i5hone4iTunes platfor"! In3app purchases te"pt users to u% upgrades
and updates, while iTunes holds their credit card infor"ation! All is handled sea"lessl% enough
to pro"ote i"pulse purchases! It would see" an eas% tas# to e'tend to other platfor"s with
5a%5al or Google 1hec#out!
Moile co""erce has the power to dri$e 7paid7 "odels! -rands can test suscription "odels,
including "icro pa%"ent s%ste"s, which ha$e potential for news4"aga(ine "edia! If the
e'perience is good enough, people will pa% for what7s on offer!
FE#ER REGISTRATIONS 6ONE SIGN,IN FITS ALL
I use a Mac application that securel% holds "% login details for so"e HB sites! ;owe$er, I now
resent ha$ing to register for an%thing! If I want to lea$e a pith% co""ent on a log, wh% "ust I
register againE That7s wh% 2aceoo# 1onnect and =penID are eing adopted at great speed!
5erhaps ne't %ear, I7ll e ale to u% so"ething using "% 2aceoo# login!
-rands "ust alter policies dictating what the% re.uire fro" people regarding infor"ation and
"easure"ent! -% e"racing =penID 4 2aceoo# 1onnect3t%pe registration, rands will see a lift
in traffic and con$ersion!
%ISR2PTION =ERS2S CONTIN2IT> 6ALTERNATI=ES TO T?E @BIG I%EA@
As social networ#s grow, usinesses are in$esting in co""unit% uilding as a "ar#et dri$er!
According to Deloitte7s recent Tribalization of Business stud%, MNG of usinesses will continue
or increase their in$est"ent in social "edia and, for the "ajorit%, their "ar#eting function will
dri$e this in$est"ent! As shown % the release of 7free floating7 social tools li#e Google )a$e
and 0idewi#i, there is also a shift towards social acti$it% integrated into networ#s, rather than
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concentrated within discrete platfor"s! )hile ad$ertising see#s to distinguish itself % disrupti$e
7ig ideas7, the e"phasis is shifting toward persuasion + fitting organicall% into the consu"er7s
social sphere!
T?E E=OL2TION OF #EB,%RI=EN3 OPEN SO2RCE %I> C2LT2RE
Much has een said aout the potential of collecti$e intelligence <crowdsourcing> to reconfigure
industries % harnessing a networ# of independent suppliers! =n the other hand, the power of
networ#ed resources has e"oldened indi$iduals to tac#le co"ple' underta#ings the"sel$es!
2ro" drawing on the collecti$e intelligence of logs and uni$ersit% open courseware, to ser$ices
such as 5ono#o, 0poonflower and 1afe5ress, that facilitate s"all3scale production, and offline
resource pooling <such as pop3up retail and collecti$e office spaces>, people are disco$ering that
it has ne$er een easier to do it the"sel$es! Ma%e this is a chance for rands to $iew the growth
of online outi.ues as a distriution shift opportunit%! -ig rands "ight consider e'tending their
retailer networ#s % offering online tools for ordering wholesale, or A5Is for retailers to white3
lael and sell directl%!
INFO,ART
)here once we had pop3ps%chologists, we now ha$e pop3statisticians and pop3econo"ists! The
growing flood of data, and access to rich data sources, has "ade data anal%sis a defining s#ill! -%
the sa"e to#en, the s#ill of elegantl% $isualising data has eco"e a defining art, with
infographics eco"ing increasingl% per$asi$e as we see# to sift "ountains of data!
A co""on e'a"ple is the phone ill + a frustration for those who want to pa% it, rather than
co"prehend it! Infographics "ight e a wa% to loo# at usage eha$iour "atched to ser$ices $ia
$isual "echanis"s! This strateg% "ight one da% e'tend to all touchpoints in dail% eha$iour +
an#ing, trading, utilities, grocer% shopping and e$en ta'es!
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CRO#%SO2RCING
1rowdsourcing will eco"e a growing part of 7elance7 <online freelance> outsourcing strategies!
=rganisations will "oili(e 7passionista7 <consu"er rand ad$ocate> groups to carr% "essages
ut, "ore i"portantl%, to ta#e part in collaorati$e acti$ities! 2ro" political can$assing and
software de$elop"ent to citi(en journalis", e'pect growth in crowdsourcing "odels led %
social "edia strategies! -rands "ust e part of this "o$e"ent! 1onsider the carD while "ajor
auto"oti$e co"panies ha$e tea"s of designers and engineers, there are potentiall% "an% people
with etter ideas outside the networ#!
'ORE FLAS? ON 'OBILE %E=ICES
=utside rand, "icro and "edia sites, 2lash has faced an uncertain future as a tool for serious
wesite de$elop"ent! -ut Adoe7s rich "edia tool has enjo%ed the staunch support of the
de$elop"ent co""unit%! New tric#s, authoring tools, and ser$er3side scripting wor#arounds
"ean 2lash3uilt wesites now ser$e up deep, searchale sites that allow detailed anal%tics and
0E=!
The adoption of 2lash on "oile de$ices will dra"aticall% increase the desire for rand
transporting, con$ersion3orientated e'periences! 2or those in the agenc% world, this could "ean a
focusing of s#ills! 1urrentl%, to e rele$ant to e$er% rief for integrated ca"paigns, an agenc%
"ust "aintain di$erse s#ill3sets!
As Adoe pushes 2lash deeper into the "ar#et, clients will enefit fro" contiguous e'periences
and the rapid deplo%"ent of new technologies, such as Adoe7s co"ing i5hone de$elop"ent
platfor"!
OPT,IN TO BIG BROT?ER 6LOCATION BASE% SER=ICES
2or "an% of us, the concept of $olunteering real3ti"e, geo3locating notes on where we are, and
how often we go there, goes against the grain! The first apps off the starting grid, such as Loopt,
didn7t see" to catch on! Initiall%, it was ecause people didn7t want to constantl% pulish their
whereaouts! 5erhaps with the passing of a few %ears and the ra"pant adoption of 2aceoo# and
other social platfor"s, the idea has grown on us! Now, along co"es 2our0.uare, a lo$el%, si"ple
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application that allows %ou to gather points ased on the fre.uenc% of $isits to the estalish"ents
on %our social calendar + and the upta#e is incredile!
More and "ore location3ased ga"es and utilities will start to launch! 2ro" shopping, to social
hoo#3ups, to strateg% ga"ing and good old, straightforward oo(ing with %our pals, the idea of
eing alwa%s 7on7 will increase dra"aticall% o$er the ne't :9 "onths and rands will e ale to
offer highl% targeted and geo3rele$ant ser$ices!
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CASE ST2%IES
Case 1. 'ar!ti A,Star

O Sit!ation Anal1sis A Bac(&ro!n
o Maruti 0u(u#i launched their latest entr% into the s"all3car seg"ent, the A30tar!
o The A30tar is positioned as eing ideal for a"itious, daring and d%na"ic
%oungsters <9H3AH %rs old> who want a trendsetting, potent, futuristic car which
pro$ides the thrill of ad$enture and the feeling of eing successful P in$incile!
o The launch of the car was to e preceded % an acti$e online ca"paign which
would create u(( and arouse interest in the product!
O 'eas!rable Objectives
o The ojecti$e of the pre3launch phase was to act li#e a teaser ca"paign to create
u(( within the core TG and to attract the" for repeated $isits up till the actual
launch!
o The ojecti$e of the post3launch phase was to create an online rand identit% for the
A30tar, attract the TG, pro$ide infor"ation, and other $alue added ele"ents!
O Strate&ic Insi&$ts
o During the pre3launch phase, the pri"ar% ai" was to connect with the identified TG
of the A30tar! The TG eing a predo"inantl% "ale group ranging fro" 9H + AH
%ears of age <ie! Acti$e internet user with definite online identit%>, $iral "ar#eting
was a sound option! Also, ha$ing an anchor point on the wesite in the for" of a
contest was another idea!
25
O EBec!tion
o Pre,La!nc$7
O The pre3launch site holstered 9 ani"ated $irals which caught the pulse of
we rowsers with its hu"our P st%le! The $irals too# digs at classic
-oll%wood through the ti"es starting fro" 0hola% to current hits! =ne of
the $irals e$en had star #ids in focus each rese"ling their respecti$e
cele3father! The $irals were oth infused with witt% the"es, funn% lines
and funnier $isuals!
O The site had a grung% design P a fun stress uster ga"e
O To aug"ent the stic#iness factor, the *0topQNothing& contest was declared
open which urged users to su"it entries that stated how the% *0top Q
Nothing&D an attitude shared with the "uch awaited 0tarK The winners
were presented with sport% Tissot watches P the pre launch phase ca"e to
an end!
o Post,La!nc$7
O The launch coincided with the wesite transfor"ing to once the ti"er tic#ed
down to (ero! The wesite still retained the grung% loo# and feel with a
catch% trac# pla%ing in the ac#ground!
O The site holds all the necessar% info aout the A30tar, the technological
prowess that went into its "a#ing and a re"ar#ale inside3out showcase
of the car!
O =ther useful tools li#e the dealer locator and an option to oo# a test dri$e
ha$e een incorporated in the wesite! Also, a fun (one aptl% na"ed the
*0top Q Nothing Rone& was created which included interesting ga"es, a
photo galler% and the post launch contest which wa$ed the grand pri(e of
"eeting with the latest sensation in the Indian "o$ie industr%, Mr! 2arhan
A#thar!
26
O Ot$er 'eia 2se
o Along with the $iral "ar#eting ca"paign, acti$e pro"otions were done on
2aceoo#!
o -anners were splashed o$er "ajor portals to coincide with the launch of the
wesite!
O Ca-pai&n 2RL
o ....-ar!tis!4!(iastar.co-
O Ca-pai&n %ates
o No$ BS + Tan BM
O Res!lts
o N!U la#h $isitors
o 9A la#h page $iews
o a$g ti"e spent + H!AS "ins
O Client Testi-onial
IIt&s een great wor#ing with -1 )e )ise, it was the first ti"e that agenc% was gi$en an%
assign"ent fro" Maruti, and %ou ha$e deli$ered as per our e'pectations! The wesite
eautifull% captures rand essence P rand tonalit%! It has also created "an% ench"ar#s
with in Maruti, it has attracted highest traffic a"ongst recent launches fro" Maruti stale, it
has also created a record of "a'i"u" ti"e spent on an% Maruti wesite! The whole credit
goes to the tea" P we congratulate all in$ol$ed in the project!
;a$ing said that, we should sustain this "o"entu" and should also de$ise our plans P strategies
to raise the ar e$en further P rea# our own records! Loo#ing forward to see so"e "ore
27
inno$ati$e P one of its #ind concepts for A3star, in conte't of internet pro"otions! All the
estKJ
Case 0. ?2L FOO%S7 COO<IT2P

Bac(&ro!n
O ;,L 2oods wished to utili(e the online "ediu" to target wo"en housewi$es and wor#ing
"others etween the ages of 9U and NH!
O The% wanted the wesite to address certain funda"ental culinar% re.uire"ents of the TG while
sutl% featuring the products in the foods di$ision!
O The goal was thus to estalish a wesite that pri"aril% pro$ided this TG an e'tensi$e dataan#
of recipes along with $aried coo#ing solutions!
Strate&ic Insi&$ts
O )e are tal#ing to a wo"an who is either struggling to find or has found a alance etween her
career and fa"il%! 0he doesn&t need to e told how to run her ho"e and jo + all she needs
are si"ple wa%s to "a#e the" that "uch "ore fun!
O As "others wo"en are on a "ission to ensure their #ids eat health%! As wi$es the% want their
husands to enjo% their "eal ti"es at ho"e! And the% the"sel$es want to eat well and e
health% for their fa"ilies!
O It was therefore clearl% i"portant to define what this site is and is not! It is not just a recipe site
+ ecause wo"en t%picall% won&t $isit just one site for recipes! The% search $arious sites,
read $arious recipes for the sa"e dish and choose the one that suits the" est in ter"s of ease
of preparation and ingredients a$ailale in their #itchen!
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O This site is a platfor" for wo"en to recei$e co"prehensi$e coo#ing solutions that help the"
ele$ate e$er%da% coo#ing fro" eing a "ere chore!
EBec!tion
O )ith a dataan# of o$er a :BBB recipes in a $ariet% of recipe categories, this site effecti$el%
pro$ides wo"en all the% need to prepare restaurant3li#e food at ho"e!
O In addition to the co"prehensi$e recipe dataan# users are also presented with $ideos of
inno$ati$e recipes that use ;,L food products!
O This site offers "ore than just recipesD it pro$ides coo#ing solutionsK The #$atCs In >o!r
Fri&e tool for instance helps users deter"ine what dishes the% can prepare with the food
ite"s in their fridge!
O )e go a step further fro" pro$iding our users with recipes! )e help plan their wee#l% "enus
with this $aluale tool!
O 2ro" recipes, to coo#ing tools to coo#ing tipsV the site ensures that all coo#ing related .ueries
that users "ight ha$e are well addressed!
O =n 1oo#itup we ai" to create a platfor" where users can connect with one another o$er their
food related wishes, woes and "ore! )e thus offer users their own corner on the site where
the% can share their own recipes and interact with other users!
O The site allows users to oo#"ar# their fa$ourite recipes that are stored in their personal
inders!
O To #eep things e'citing for our users the site conducts contests periodicall% offering e'citing
gratification!
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Ca-pai&n %ates
0epte"er 9BBS + 2eruar% 9BBM
Ca-pai&n 2RL
www!coo#itup!in
Res!lts
O Total ;its + ::,BBB
O Total 5age @iews + :,9B,BBB
O A$erage Ti"e 0pent + U "inutes
Client Testi-onial
It was an asolute pleasure wor#ing with -1 )e )ise! )e are a well estalished co"pan% that
deals with $arious products! )e wanted to tr% so"ething new and since online "edia is a new
"ediu" to reach out to people we went along with it! =ur intention was to target housewi$es and
wor#ing "o"s with this wesite! 0ince -1)e)ise #nows the "ar#et, the% ha$e "anaged to
#eep it $er% user friendl% and clear! Tust a si"ple e'a"ple of how user friendl% the site is + here
wo"en can si"pl% put in an ingredient in the search o' and a range of recipes will co"e up!
The designs too are fresh and %outhful!
%i&ital 'ar(etin& Strate&1 %evelop-ent Proble-s
30
Mar#eting loo#s $er% different now than it did as few as fi$e %ears ago! And %et "ost still
approach de$eloping strategies fro" the $iewpoints the% alwa%s #new! The% de$elop for push,
when in realit% pull strategies are "ore effecti$e and e$en scalale!
Approaches designed to ta#e ad$antage of a connected societ% ha$e allowed so"e rands and
personalities to achie$e strong growth! ;owe$er there e'ists a deeper prole"/ literall% e$er%
"ar#eting and co""unications co"pan%4consultant clai"s to e ale to produce digital
"ar#eting results! And ver1 few actuall% succeed! )h%E
1o"panies fail ecause the% aren&t patient enough to put in the effort to see results + let
alone increasing returns!
0trategists4consultants fail ecause the% "isunderstand their audience, continue to $est
efforts in the wrong areas and get things wrong fro" a lac# of e'perience!
5ull acti$ates others organicall%, which of course cedes control! 5eople on all sides
continue to fear and "isunderstand this!
Insane appro$al processes created % corporations unale to adapt to changing ti"es li$e
on! 1o"panies are in "an% cases their own largest arrier to success!
Ideas that don&t pass the Iso whatJ test continue to e pushed forward % oth e'ecuti$es
and consultants who thin# in patterns no longer applicale!
=K + those are prett% general! )hat are so"e of the specific prole"s I see "ostE
Lac( o* !nerstanin& .$at i-a&e t$e1 are tr1in& to project
No pat$ to acD!ire an &ro. an a!ience
No co$esion o* content
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Placatin& eBec!tives b1 eBec!tin& t$eir ba ieas
?avin& to !-b t$in&s t$in&s o.n *or t$e tea-
Livin& an 1in& b1 ata
Tr1in& to reac$ t$e .ron& &ro!p
'is!nerstanin& t$e i-portance o* content
No plan to act!all1 reac$ an1one in t$e *irst place
No i**erence *ro- ot$ers
No *or-in& o* relations$ipsAalliances
Lac( o* in*l!encers on 1o!r tea-
S!&&estions to eal .it$ t$e proble-s
:!Lac# of understanding what i"age the% are tr%ing to project
?ou need to understand this fro" the start and ha$e a st%le ehind the i"age, along with
sustance to ac# it up! It also needs to e agreed with #e% audiences! Most are not
32
consciousl% sculpting how the% are percei$ed or creating an% reason the% should get
noticed in the first place!
9! No path to ac.uire and grow an audience
It&s not enough to figure out wa%s to gain attention fro" rando" people for fleeting
"o"ents! ?ou need to find a wa% to "ar#et to target groups consistentl% o$er ti"e! And
the tactics used should e co"pelling enough not just to attract an audience, ut inspire
the audience to grow itself!
A! No cohesion of content
Lac# of consistent $oice4personalit% ehind content will ne$er allow %ou to uild
cohesion and ha$e %our ideas4perspecti$e reach critical "ass! ?ou need this in order to
condition others to share %our ideas!
N! 5lacating e'ecuti$es % e'ecuting their ad ideas
If this is happening to %ou + stop, now! No one wins when %ou&re creating things "erel%
ecause so"eone up top is forcing down a one off idea here3and3there the% feel "ight
wor# <especiall% if the% ha$e li"ited e'perience with digital "ar#eting>! If it doesn&t
pla% into the strateg%, it doesn&t "atter who it co"es fro"! If %ou see this happening put
a stop to it! No one wins when resources are drawn awa% fro" a winning path to placate
ad ideas of the #ing! If the e"peror has no clothes, sa% it + if %ou&re that $alued %ou&ll
e respected for it!
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H! ;a$ing to du" things things down for the tea"
If %ou ha$e to consistentl% do this, %ou need a new tea"! There are far too "an% others
fluent enough in "odern "ar#eting strategies, it&s unnecessar% to waste ti"e doing this!
If %ou ha$e to dial down ideas for internal co"prehension, it "eans %our co"petition is
alread% running circles around %ou!
C! Li$ing and d%ing % data
I&$e had "ore than enough ideas e successful without data ehind the" to #now that
%ou don&t alwa%s need it! In fact, if %ou de$elop an area where %our tea" is free to
e'peri"ent, %ou "a% find the results there to e e$en "ore effecti$e than if %our
decisions are dri$en purel% % data and not creati$it%! Let data guide %our decisions and
create a fra"ewor# ut ne$er let it get in the wa% of a great idea % so"eone, especiall%
if that person is tapped into the niche4"ar#et ase!
U! Tr%ing to reach the wrong group
?ou want to reach a certain group + great! -ut in so"e cases <"ostl% -9-, ut so"e
-91> the group %ou want to influence is too shielded to reach in an% #ind of efficient
wa%! There is another path! 2ind a different audience that is "ore accessile and a pro'%
to %our target! Going through the" "a% e "ore effecti$e and forge greater trust than
tr%ing to reach the end target directl%!
S! Misunderstanding the i"portance of content
It #ills "e to see co"panies re"o$ing perfectl% good4resourceful content fro" their we
properties that has attracted lin#s, u(( and attention in the past! ?et it happens dail%! 0o
"an% usinesses don&t understand the i"portance of organicall% growing out digital
archi$es of content o$er ti"e + it enefits oth search and social! Additionall%, loo#ing
34
at the content produced % "ost, the first thing I notice is a lac# of fresh thin#ing! This
shows the $alue of content is underesti"ated or "isunderstood!
M! No plan to actuall% reach an%one in the first place
If %ou uilt it, the% will co"e is a flawed approach to "ar#eting! And %et I still see
e'a"ples of this fre.uentl%! If %ou don&t ha$e a consistent plan to reach people and
tactics to e'ecute on this dail% how do %ou e'pect to e foundE
:B! No difference fro" others
The i"portance of accentuating %our differentiation point can&t e o$erstated! ,nco$er
so"ething to stand out and then don&t e afraid to dri$e that point ho"e consistentl%!
-uilding a rand is tough, ut %ou "a#e it i"possile if %ou can&t e different enough to
get tagged to so"ething that is all %our own!
::! No for"ing of relationships4alliances
Digital alliances are an underused ele"ent in "ar#eting! 0o "an% opportunities to wor#
and grow together re"ain untapped! -ring alliances4relationships into %our strateg% +
especiall% if %ou&re s"all and agile + and %ou can encourage "utual growth!
:9! Lac# of influencers on %our tea"
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There is an ine.ualit% of influence on the we held % a "inorit%! To ignore this di$ide
in digital influence is li#e stic#ing %our head in the sand! ?ou need influencers on %our
tea", the% ha$e their finger on the pulse of we culture4trends and will e ale to position
%ou as appealing to others!
CONCL2SION
As gathering infor"ation regarding the project I reali(ed that the i"portance of digital "edia has
eco"e #e% factor in "ar#eting field! If %ou are on air then %ou are e$er%where which indeed is
what e$er% producer wants! The reach that digital "edia has nowada%s has gi$en digital
"ar#eting a great platfor" and will surel% ta#e it to s#%! -ut a opti"u" and focused use of
digital "edia is $er% necessar% for "ar#eting otherwise the consu"er which is to e reached
"a% get awa% which can e seen nowada%s % again and again anno%ing calls of an#&s
representati$es !0o it is $er% i"portant to focus the "ar#eting strateg% accordingl%!
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)ith technolog% re$olution and gloali(ation the future will see that digital word getting
attached to "ar#eting fore$er and this tool will e "ost followed as e$er% ho"e and e$er%
indi$idual will e lin#ed to the digital "edia in one wa% or another!
BIBLIOGRAP?>
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Mar#eting Insight fro" A to R + P$ilip <otler
IDigital Mar#etingJ the oo# + %aveC$a**e1
www!thefutureu((!co"
www!coo#itup!co"
www!"arutisu(u#iastar!co"
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