SigMa Knowledge Series

Session 1 : Digital Marketing

DIGITAL MARKETING

ISHA PAROHA RISHI KAD

What is Digital Marketing?

Digital marketing is the use of digital technologies to create integrated, targeted and

measurable communications which help to acquire and retain customers while building

deeper relationships with them.

Notes

Here “targeted” word is used to express the conciseness of the definition of the digital

media audience. Reaching a mass audience quickly by using digital technology does not

constitute Digital Marketing. In fact, some would argue that reaching a more targeted

audience iteratively is a more clear definition of Digital Marketing.

“Measurable” is used to show that the results of a digital marketing effort can be tracked by

reach, views, clicks, visits, response rates, purchases made and so on.

“Relationship” because an iterative approach to marketing requires the establishment of a

relationship. It must establish relationships because marketing using digital technology

generally requires input from potential consumers.

In traditional marketing the media was broadcast in which ‘message’ was communicated

which used to be expensive , complicated , very much controlled and taking feedback or

measuring responses was a cumbersome task.

…………

Notes

RSS Rich Site Summary (originally RDF Site Summary, often dubbed Really Simple

Syndication) is a family of web feedd formats used to publish frequently updated works—

such as blog entries, news headlines, audio, and video—in a standardized format. An RSS

document (which is called a "feed", "web feed", or "channel") includes full or summarized

text, plus metadata such as publishing dates and authorship.

RSS feeds benefit publishers by letting them syndicate content automatically. A standardized

XML file format allows the information to be published once and viewed by many different

programs. They benefit readers who want to subscribe to timely updates from favorite

websites or to aggregate feeds from many sites into one place.

RSS feeds can be read using software called an "RSS reader", "feed reader", or "aggregator",

which can be web-based , desktop-based , or mobile-device-based. The user subscribes to a

feed by entering into the reader the feed's URI or by clicking a feed icon in a web browser

that initiates the subscription process. The RSS reader checks the user's subscribed feeds

regularly for new work, downloads any updates that it finds, and provides a user interface to

monitor and read the feeds. RSS allows users to avoid manually inspecting all of the websites

they are interested in, and instead subscribe to websites such that all new content is pushed

onto their browsers when it becomes available. Example : a RSS feed of TOI - By using RSS

feeds, the user can stay updated on the news from TOI and other news sources with little

extra

RSS (Really Simple Syndication) feeds are normally provided in three ways: headlines only,

headlines with excerpts and full text feeds. TOI provides you headlines with excerpts, for

free.

TOI grants you permission to only access and make personal use of its RSS feeds and you

agree not to, directly or indirectly, download, modify, alter, change, amend, vary, transform,

revise, translate, copy, publish, distribute or otherwise disseminate these RSS feeds, or any

portion of these — except with the express consent of Times Internet Ltd (TIL).

What is done in digital marketing?

SMO is an integral part of social media marketing . It aims at reaching targeted customers

through social media . It is defined by the distribution of social objects and their ability to

rise to the top any related search query where and when it is performed.

It is a method of search optimization that promotes content through social features,

allowing it to be streamed across third party communities and networks.

WHAT SMO CAN DO?

Brand recall- easy

Direct communication with prospect.

Increase your likability from high authority websites

Tagging and Bookmarking is easy

Gaining inbound links

Help your content travel across social media channels

Participating Social communities

Knowing how to target your audience by Micro Blogging (Ex. Twitter)

Driving targeted traffic to your website

Build links back to your site

Monitoring the discussion in your market (Social Media Monitoring)

SOCIAL MEDIA PLAN

Social Media Optimization has different stages :

1) Creators: Publishing digital media assets to public websites such as Youtube, Flickr etc

2) Critics: Comments on Blogs, Ratings for posts

3) Collectors: RSS feeds, Tagging, bookmarking

4) Joiners: Conversation in Social Network websites and in Communities Spectators

1. Embrace technology, transparency

2. Do your home work – know the audience

3. Focus on niche communities

4. Create value rather than expect value

5. Encourage and reward interaction

6. Listen and respond

1) Move-to-mobile.

2) New social applications.

3) More advertising budget on Social media.

Gaurav Arora, FMG 20(Has his own FB page by the name of Gaurav Arora Photography)

Social Networking sites gives one a huge platform and immense reach if used judiciously

Knowledge of your target customer is of prime importance

The best way to do marketing is to try it out yourself

The result of digital marketing onhis FB page in a snapshot

Arushi Agarwal, FMG 20(Arushi worked in a digital marketing role during her internship)

It is imperative to have a taste of failure to becomesuccessful in a particular field

Its easy to get things viral and garner publicity, butdifficult to actually control its impact; it might bepositive publicity or end be up being negative

A glimpse of her endeavor with digital marketing can be seen athttps://www.facebook.com/BerkshireInsurance

Prateek Jain, FMG 20(He has done a few live projects based on digital marketing)

Understanding consumer needs and behavior pattern

For a mobile app dealing with personal safety, an effectiveway of promoting using social media platform that is topromote the key differentiation factor of this product that issafety using animated videos and showing how it canprevent many crimes in the coming future.

"Pepsi Refresh Project" which was the most successfulcampaign ever launched using social media platform.“Doing something good for the society”, was a way toengage end consumers in getting them associated with theproduct

Appendix

Introducing the SigMa team (2012-14 batch)