Digital Marketing - A primer

Digital Marketing

Why it is imperative? DIGITAL MARKETING

What exactly is Digital Marketing? • Digital Marketing is still marketing.. It is marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones & devices, and any other digital medium • It – banner advertising, email advertising, social media marketing, SMS campaigns, mobile marketing, search engine marketing and content marketing. • The world is increasingly getting digital. • Customers are increasingly making their purchase decisions online • Traditional marketing will be around for many more years to come but digital marketing will have an increasingly greater share of total marketing spend...because digital marketing tools: • Have the ability to engage with customers/potential customers 24/7 • Are combination of text, audio, visuals & interactive media • Take less time to reach out to a much wider target audience, beyond geographical space & boundaries and time, and as per the convenience of the audience • Its far easier & scientific to pursue and persuade a customer, because of the ease of collecting and analyzing a huge amount of customer data • IDC predicts digital marketing to have 50% share of total global marketing spend in by 2016. Its share was just 13% in 2009

Media – traditional & digital Print media: printed books, newspapers and magazines, and other traditional or analog media, such as pictures, film or audio tape. • Digital media: • Computer programs and software; • Digital imagery, • Digital video; • Web pages and websites (including social media); • Data and databases; • Digital audio, such as mp3s; • e-books are examples Digital media can be created, viewed, distributed, modified and preserved on mobile phones & computers , and transmitted over the internet

Over 40% of the world population has an internet connection today. In 1995, it was less than 1%.

Year Internet Users** Penetration (% of World Population Non-Users (Internet- 1Y User 1Y User World Pop. Change Pop) less) Change Change 2016* 3,424,971,237 46.1 % 7,432,663,275 4,007,692,038 7.5 % 238,975,082 1.13 % 2015* 3,185,996,155 43.4 % 7,349,472,099 4,163,475,944 7.8 % 229,610,586 1.15 % 2014 2,956,385,569 40.7 % 7,265,785,946 4,309,400,377 8.4 % 227,957,462 1.17 % 2013 2,728,428,107 38 % 7,181,715,139 4,453,287,032 9.4 % 233,691,859 1.19 % 2012 2,494,736,248 35.1 % 7,097,500,453 4,602,764,205 11.8 % 262,778,889 1.2 % 2011 2,231,957,359 31.8 % 7,013,427,052 4,781,469,693 10.3 % 208,754,385 1.21 % 2010 2,023,202,974 29.2 % 6,929,725,043 4,906,522,069 14.5 % 256,799,160 1.22 % 2009 1,766,403,814 25.8 % 6,846,479,521 5,080,075,707 12.1 % 191,336,294 1.22 % 2008 1,575,067,520 23.3 % 6,763,732,879 5,188,665,359 14.7 % 201,840,532 1.23 % 2007 1,373,226,988 20.6 % 6,681,607,320 5,308,380,332 18.1 % 210,310,170 1.23 % 2006 1,162,916,818 17.6 % 6,600,220,247 5,437,303,429 12.9 % 132,815,529 1.24 % 2005 1,030,101,289 15.8 % 6,519,635,850 5,489,534,561 12.8 % 116,773,518 1.24 % 2004 14.2 % 6,439,842,408 5,526,514,637 16.9 % 131,891,788 1.24 % 2003 913,327,771 12.3 % 6,360,764,684 5,579,328,701 17.5 % 116,370,969 1.25 % 2002 781,435,983 10.6 % 6,282,301,767 5,617,236,753 32.4 % 162,772,769 1.26 % 2001 665,065,014 8.1 % 6,204,310,739 5,702,018,494 21.1 % 1.27 % 2000 502,292,245 6.8 % 6,126,622,121 5,711,827,164 47.3 % 87,497,288 1.28 % 414,794,957 133,257,305 Source: Internet Live Stats (www.InternetLiveStats.com) Elaboration of data by International Telecommunication Union (ITU), World Bank, and United Nations Population Division.

Internet for Marketing The Internet can be used to: • To sell – selling online • For brand building – Extend the brand online • For customer service – online dialogue & feedback • As a communications tool – email campaigns, online surveys • For cost reduction – web based self service, customer portals

Internet for brand building Pre Launch Campaigns • Ford Aspire: • https://www.youtube.com/watch?v=gm43HdHgr9M • https://www.youtube.com/watch?v=6S4UffZov3g Gujarat Government (for promoting tourism) • https://www.youtube.com/watch?v=EfTK-TqmYTg

Top 10 Countries – Internet users Country Population, 2015 Estd. Internet Users in Penetration (millions) millions (% Population) (30 Nov 2015) China 1361.5 49.5% India 1251.7 674.0 30.0% United States 321.4 375.0 87.4% Brazil 204.3 280.7 57.6% Japan 126.9 117.7 90.6% Russia 146.3 115.0 70.5% Nigeria 181.6 103.1 51.1% Indonesia 256.0 92.7 30.5% Germany 78.0 88.4% Mexico 81.2 71.7 49.3% 121.7 60.0

Internet Penetration in India • Total Population of India: 1,326,801,576 • Internet Users in India (2016*): 462,124,989 • Share of India Population: 34.8 % (penetration) • Internet Users in the World: 3,424,971,237 • Share of World Internet Users: 13.5 %

Growth in Internet Users in India Internet users (millions) 500.0 462.1 450.0 400.0 354.1 350.0 300.0 250.0 233.2 200.0 193.2 150.0 159.0 125.6 100.0 92.3 50.0 5.6 7.1 16.8 18.7 22.3 27.3 32.6 46.6 52.4 62.2 0.0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Growth in Internet Users in India Internet users (millions) Total Population (millions) 1400.0 1053.5 1071.9 1090.2 1108.4 1126.4 1144.3 1162.1 1179.7 1197.1 1214.2 1231.0 1247.4 1263.6 1279.5 1295.3 1311.1 1326.8 1200.0 1000.0 800.0 600.0 462.1 400.0 354.1 200.0 5.6 7.1 16.8 18.7 22.3 27.3 32.6 46.6 52.4 62.2 92.3 125.6 159.0 193.2 233.2 0.0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Growth in Internet Users in India Penetration 40.0% 35.0% 34.8% 30.0% 27.0% 25.0% 20.0% 18.0% 15.0% 15.1% 12.6% 10.0% 10.1% 7.5% 5.0% 0.5% 0.7% 1.5% 1.7% 2.0% 2.4% 2.8% 3.9% 4.4% 5.1% 0.0% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Mobile Devices for Marketing • Cell phones • Smart phones • Tablets • Smart watches • Wearable technology with an optical head- mounted display (OHMD) e.g. Google Glass

Mobile & Smartphone Penetration • India’s mobile phone subscriber base has crossed the 1 billion users mark • India has a mere 125 million smartphone users currently, the world’s third-largest base after China and the United States. • India is slated to become the world’s second- largest market for smartphones, exceeding 200 million smartphone users by 2016 • The Mobile Phone has become their window to a world of information, education, livelihood, employment and even shopping and commerce

Mobile Internet usage in India • There were 173 million mobile internet users in India in December 2014. • While number mobile Internet users in rural India are likely to grow to 53 million by June 2015, urban India will continue to account for the larger percentage with 160 million users. • As compared to last year (2014), the average monthly spend on mobile Internet has already gone up by 36% to reach Rs.235. • India was the highest growing market in Asia Pacific with a year-on-year smartphone shipment growth of over 186% in 1Q 2014. The Rs.5,000- 15,000 category is exploding. • As per an IDC forecast, the India smartphone shipments would have reached 80.57 million units by the end of 2014. • IDC anticipates that the migration from feature phones to smartphones will increase as cheaper variants of smartphones are launched in the market. • IDC expects that the Indian smartphone market will grow at a CAGR of about 40% for the next 5 years. Operators are gearing up for the 4G network rollout. For vendors and ecosystem partners, greater emphasis on 4G enabled handsets at competitive price points will be the order of the day. End-users' desire to upgrade and keep abreast with the latest technology will continue to drive strong growth for the smartphone market

What is mobile marketing • Any promotional activity designed to be delivered to mobile devices • Any promotional activity conducted through a widespread network to which receivers are constantly connected • Any type of marketing communication, advertising, distribution of content or information thru the use of mobile platform • Promotion of ideas, goods or services using mobile network (providing customers personalized and time & location sensitive service) • Communication with customers via mobile in any form

SMM tools SOCIAL MEDIA MARKETING

• Blog - a blog is a web page that serves as a publicly accessible personal journal for an individual. Entries are normally listed in chronological order, are tagged by subject matter, and usually have the functionality for readers to post comments. Corporate use of blogs has increased as organisations seek another channel of communication with their audience. • Micro-blogging / Twitter - Twitter is a real-time information network that uses short bursts of information called Tweets up to 140 characters long. Many users tweet directly from the twitter website or mobile application or use one of the many third party management tools available. • Facebook - Facebook is the most used social networking service with over 955 million worldwide monthly active users (Facebook.com, 2012). Organisations can operate branded pages to interact with their customers as well as through Facebook’s targeted advertising products. • LinkedIn – LinkedIn is a business orientated social network site which offers individuals and organisations the facility to create and interact with individuals of similar interests in Groups. Organisations can create company pages, engage with followers and target advertisements on the network using the LinkedIn advertising platform. • Google+ - Google’s social network platform which is becoming increasingly important due to its link to search engine results. • Content Communities – These online platforms allow for the sharing of particular types of media within a community (e.g. Slideshare – presentations or YouTube – videos).

Leading countries based on number of Facebook users as of May 2014 (in millions)

Promotions on Facebook



• YouTube has more than 1 billion users • Every day people watch hundreds of millions of hours on YouTube and generate billions of views

Reach of the traditional media • TV penetration in India is 60% • As of 2013, India had 129 million TV-owning households, of which 64 million are analogue cable TV subscribers and 30 million have digital cable. DTH subscribers are 35 million. This number is expected to register higher growth in five years.

What all do you do in DIGITAL MARKETING

Digital Marketing Activities • Search engine optimization (SEO), • Search engine marketing (SEM), • Content marketing, • Influencer marketing, • Content automation, • Campaign marketing, • e-commerce marketing, • Social media marketing, • Social media optimization, • e-mail direct marketing, • Display advertising, • e–books, • In-game advertising • SMS & MMS

Why & How of it.. CONTENT MARKETING

Content marketing activities • Video • Images • Infographics/Interactive Games • Social Media • Mobile Apps • Blogging • Email marketing • Case Studies • FAQs • eBooks • Podcasts • Webinars • Research Reports • Microsites • Resources Pages



BAJRANGI BHAIJAAN ON YOUTUBE https://www.youtube.com/watch?v=4nwAra0mz_Q

MAKING OF BAJRANGI BHAIJAAN ON YOUTUBE https://www.youtube.com/playlist?list=PLofFoQnZAD2Hy5bmF_BNJ5ZYHb3fDYfSV

BAJRANGI BHAIJAAN MUSIC ON ITUNES

BAJRANGI BHAIJAAN ON IMDB The Internet Movie Database (abbreviated IMDb) is an online database of information related to films, television programs, and video games, including cast, production crew, fictional characters, biographies, plot summaries, trivia and reviews. Actors and crew can post their own résumé and upload photos of themselves for a yearly fee. U.S. users can also view over 6,000 movies and television shows from CBS, Sony, and various independent film makers.

BAJRANGI BHAIJAAN ON WIKIPEDIA

BAJRANGI BHAIJAAN ON TWITTER

BAJRANGI BHAIJAAN ON FACEBOOK

LINK FOR BOOKING TICKETS ON FACEBOOK

REDIRECTED TO BOOK MY SHOW FOR BOOKING TICKETS

Bajrangi Bhaijaan on Google image search

Benefits of Content Marketing • Captures & keeps attention of Prospects • Creates brand loyalty • Generates leads • Increases direct sales