The Internet is having an impact today that is comparable to what the world felt when Gutenberg introduced the idea of printing. The Internet, social media and new communication technologies are major game changers in marketing. The company cannot promote its brand by having a monopoly on communications about its brands. It is the consumers and their peer-to-peer talk that is shaping consumer images of brands and what to buy and how much to pay. No Company can afford to deceive customers without being quickly exposed on the Internet.
New digital technologies affect all of the 4Ps of marketing. The advent of 3D Printing will help entrepreneurs design new products cheaper and faster. The development of software to do dynamic pricing will allow airlines to change the price of seats depending on the number of seats already sold. The development of new distribution channels such as online seller, Amazon and others, and eBay are increasing the ease of transacting. The development of social media technologies such as Facebook, Twitter and YouTube are changing marketing tools for promotion.
Traditional advertising will contribute to be a brand builder but it will have to do it with a lower budget. Some percentage of every company's advertising budget will have to move into digital and social media marketing. It may conceivably in five or more years rise to 50 percent. Traditional advertising will increasingly partner with digital marketing, one supporting the other in a synergistic way.
Company Moves to use Digital Marketing Opportunity
1. Companies will increasingly resort to crowdsourcing to get ideas for new products, new advertising campaigns, and new sales promotion ideas.
2. Companies will increasingly move to marketing automation where they use artificial intelligence to carry out marketing activities that were formerly done by skilled marketers.
3. Companies will increasingly learn how to produce “lovemarks” with their customers and employees.
Edition 15 of Marketing Management by Kotler and Keller on Digital Marketing
New trends in marketing are co-creation, crowd-sourcing, sustainability, dynamic pricing, digital marketing, marketing automation, and growth strategies. Many of these are based on digital technologies.
Online Marketing Communication and Promotional Opportunities
Web Sites
Microsites
Search ads
Display ads
Interstitials
Internet-specific ads and videos
Sponsorships
Alliances and affiliate programs
Online communities
Email
Mobile marketing
Web Sites
Visitors will visit sites based on their need and judge a site's performance on ease of use and physical attractiveness. The physical attractiveness depends on typefaces, fonts and good use of color and sound. The statistics of visitors to various sites are collected by some agencies.
People have to be aware of the web site of an organization to visit it. For facilitating it, companies advertise their web site in all their communications. But the general practice now, is for people to use search engines to find the specific web site or web sites related to topics they want to visit. Hence search engine optimization has to be done by the company to get its web site included in the search results for more number of search terms. Search engine optimization (SEO) has become an important area in interactive marketing.
Key Design Elements of Effective Web Sites
Rayport and Jaworski propose that effective sites feature seven design elements they call 7Cs.
Context: Layout and design
Content: Text, pictures, sound, video
Community: User-to-user communication
Customization: Site’s personalization ability
Communication: Site-user communication
Connection: Links to other sites
Commerce: Ability to conduct transactions
Microsite
Microsite is a site within the site of another related organization. For example, a vehicle insurance company can have a microsite on the website of a vehicle seller. Microsites can be sites paid for by an external advertiser/company. This explanation was given in the 13th Edition. In the oods/products classification, there is a category of unsought products. People do not visit websites of unsought products. Therefore microsites of unsought products can be hosted on websites of products in demand to gain the attention of the consumer.
Online AdvertisementsThe two major categories are Search Ads and Display Ads.
Search AdsSearch ads has a dominating marketing share today.Along with the general search results, search engines show some sites which pay money for it. This is the search ad feature. The average click through rates for search ads is estimated to be 2% and marketers are happy with this response and the cost of search advertising which is given as 35 cents per click. Google adwords is search ads program and people are specializing in finding out and bidding for key words that have better consumer responses.
Display AdsIn the early days of internet, banner ads had click rates of 2 to 3 percent. But very quickly the click through rates plummeted. Kotler and Keller give the opinion that display ads still hold great promise. But ads need to be more attention-getting.
YouTube Video Marketing
YouTube videos are popular as internet specific videos. Many brands are using YouTube to post videos having advertisement content and they are having very good number of views sometimes in millions.
Sponsorships
Internet content can be sponsored.
Alliances and Affiliate Programmes
The most popular ones are Google Adsense and Amazon affiliate programe
Online Communities
Nestle has 750 Facebook pages covering its various brands.
Email Marketing
e-Marketing Guidelines
Give the customer a reason to respond
Personalize the content of your emails
Offer something the customer could not get via direct mail
Make it easy for customers to unsubscribe
For Digital Marketing Services
Visit the website
https://www.webshringar.com
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