E-Marketing
Agenda
1.
2.
3.
4.
5.
6.
7.
Importance of digital media
Engagement
Influencers
Social CRM
Analytics and ROI
Future Trends
Industry
Is digital media important?
Digital Media – Brand Equity Perspective
Brand equity: A set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service
David Aaker
Brand Equity
Awareness
Loyalty
Quality
Advertising
Engagement
WOM
Community
Association
Transparency
Responsive
“Cares”
Digital Marketing Overview
2014
Earlier Consumer Decision journey The Funnel
Marketers have long used the famous funnel metaphor to think about touch points: Consumers would start at the wide end of the funnel with many brands in mind and narrow them down to a final choice.
Consumers started with a large number of potential brands in mind and
After purchase, their relationship with the brand typically focused on the use of the product or service itself.
Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.
Fundamental changes in purchase • Consider & Buy: Marketers often overemphasize the “consider” and
“buy” stages of the journey, allocating more resources to building awareness
• Evaluate & Advocate: Marketing investments that help consumers navigate the evaluation process and then spread positive word of mouth about the brands they choose • Bond: If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decisionjourney stages. Helps in building brand community
Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.
Impact on Purchase Funnel
Global
• 51% of brand word of mouth on internet is due to TV advertising 1
– 19% of word of mouth is due to PR, events and brand news
• 24% decline in confidence on TV advertising2 • 18% increase in trust on Word of
Mouth since 2007 for purchase
India
• 77% of internet users refer to online reviews before
1.
2.
3.
4.
5.
6.
7.
Importance of digital media
Engagement
Influencers
Social CRM
Analytics and ROI
Future Trends
Industry
Is digital media important?
Digital Media – Brand Equity Perspective
Brand equity: A set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service
David Aaker
Brand Equity
Awareness
Loyalty
Quality
Advertising
Engagement
WOM
Community
Association
Transparency
Responsive
“Cares”
Digital Marketing Overview
2014
Earlier Consumer Decision journey The Funnel
Marketers have long used the famous funnel metaphor to think about touch points: Consumers would start at the wide end of the funnel with many brands in mind and narrow them down to a final choice.
Consumers started with a large number of potential brands in mind and
After purchase, their relationship with the brand typically focused on the use of the product or service itself.
Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.
Fundamental changes in purchase • Consider & Buy: Marketers often overemphasize the “consider” and
“buy” stages of the journey, allocating more resources to building awareness
• Evaluate & Advocate: Marketing investments that help consumers navigate the evaluation process and then spread positive word of mouth about the brands they choose • Bond: If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decisionjourney stages. Helps in building brand community
Source: Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places.
Impact on Purchase Funnel
Global
• 51% of brand word of mouth on internet is due to TV advertising 1
– 19% of word of mouth is due to PR, events and brand news
• 24% decline in confidence on TV advertising2 • 18% increase in trust on Word of
Mouth since 2007 for purchase
India
• 77% of internet users refer to online reviews before