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Digital Marketing

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* To reach an audience of 50m took:

Radio 50 years
 TV 30 years
 Internet 4 years
 iPod 3 years
 Twitter 2 years

* We’re now always on, better connected, informed!
* We’re now used to FREE and OPEN
* Users assist in both rise and fall of mass reach in short
* Timeframe, Power to the people.

We’ve become the “I want/need it now culture”

* Kids under 20 think the internet’s always been here!
* Instant access, instant gratification
* Wherever I am
* 24/7
* Don’t make me think
* We went from fixed to free, very quickly

So what can we do about it???
Change all our thoughts to reach the market and gain more and more customers.

What’s trending?
 Mobile web
 Social media, Social media, Social media, Social…
 Local
 It’s about me (and possibly me as a brand)
 Apps and Micropayments
 Collaboration and distributed content
 Engaging and sharing
 Cloud vs. Cached (and both together)
 Micro media – more personal interaction

AND, “How can we do that??”

One answer

“Digital Marketing”

What is Digital Marketing?
* Digital Marketing is the promoting of brands using all forms of digital advertising. This now includes Television, Radio, Internet, mobile and any other form of digital media. * It is also concidered the practice of promoting products and services using interactive digital distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner. * Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. * Previously seen as a stand-alone service in its own right, it is frequently being seen as a domain that can and does cover most, if not all, of the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. Digital is now being broadened to support the “servicing” and “engagement” of customers.

* Digital media know no geography. As a result, geographic segmentation will make less and less sense for our marketing…

Forms of Digital Marketing
There are 2 different forms of digital marketing, each of which has its pros and cons. Pull

Pull digital marketing technologies involve the user having to seek out and directly select (or pull) the content, often via web search. Web site/blogs and streaming media (audio and video) are good examples of this. In each of these examples, users have a specific link (URL) to view the content. Pros:

* Since requests are inherently opt-in, the size of content is generally unlimited. * No advanced technology required to send static content, only to store/display it. Cons:
* Considerable marketing effort required for users to find the message/content. * Some types of marketing content may be blocked in mixed content scenarios (i.e.: Flash blockers) Push
Push digital marketing technologies involve both the marketer (creator of the message) as well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing. In each of these examples, the marketer has to send (push) the messages to the users (subscribers) in order for the message to be received. In the case of RSS, content is actually pulled on a periodic basis (polling), thus simulating a push. Pros:

* Faster delivery – push technologies can deliver content immediately as it becomes available. * Consistent delivery – some push platforms have single content types, making it difficult for the user to block content by type. * Better targeting – since push technology usually justifies subscription, more specific marketing data may be collected during registration, which allows for better targeting and more personalization. * Better data – marketing data can be correlated to each request for content, allowing marketers to see information such as user name as well as demographic and psychographic data. Cons:

* Smaller audience – push technology not implemented on common platforms generally need client and/or server software before content can be created, distributed, and/or viewed. * Higher cost – less popular platforms may have higher implementation costs. * Lesser discoverability – smaller audiences mean fewer views mean less visibility in search engines.


* Digital technologies and processes have changed the landscape within the advertising industry by altering ways in which revenue is generated, thus opening new possibilities for marketing and sales.

* New marketing strategies and ways to identify and communicate with prospects and existing customers had to be found.

Research Problem

Digital Marketing core competences are in finding new, successful trends in advertising and delivering the right advertising and the brand image to people.

Digital marketing channel options of today:
* – digital television
* – digital media
* – radio / satellite radio
* – gaming
* – iPod
* – packaging
* – digital video
* – 3G phone video
* – podcasts
* – mobile
* – tele-web
* – guerrilla
* – digital signage
* – instant messaging

* – street theatre
* – e-mail
* – direct mail
* – outdoor
* – search (Google)
* – point-of-sale
* – RSS feed
* – viral
* – blogs
* – live events
* – sponsorship
* – video-on-demand

Literature Review
* Investigating effective factors and presenting a practical guideline to adoption of mobile ticketing * University essay from Luleå tekniska universitet/Industriell ekonomi och samhällsvetenskap/Industrial marketing and e-commerce * Methods of doing business have seen changes during the recent years (Ngai & Gunasekaran, 2007). Use of internet, wireless technology, mobile networks and devices has brought new opportunities for different businesses to offer a variety of products and services

* Internet connections in households have been growing steadily since 2001; from 38% (2001) to 79% (2008) (Tilasto- kestus, 2008). * “As the Internet and mobile phones revolutionized the ways of interacting with people and transferring information, it led the marketing companies to diversify their methods and tools for reaching people. These tools – that includes the Internet (websites), e-mails, mobile phones, PDA’s (personal digital assistant) and other new media solutions such as mp3 players and home devices – could be defined as digital marketing tools (Merisavo et al., 2006)” 1. Conversion Rate Problem of SMEs in Internet Marketing – a Developing Country Perspective University essay from Blekinge Tekniska Högskola/Sektionen för Management (MAM) * In the recent years, electronic commerce has become an important alternative or additional sales and marketing channel. Many companies are only selling through this channel while many others are using it as an additional channel for boosting their sales.

Objectives of the research
* To identify the digital marketing market.
* Measure the need for digital marketing
* To what extent are we using the digital marketing
* To determine which is more effective: Regular marketing or Digital marketing


1) The lack of strategy and vision
2) The lack of experiences or paucity of experiments
3) Caution or prudence (fear of spam mail)
4) Supply of services – buying digital marketing is easier.
5) The lack of positive examples.

Research Hypothesis
* The role of digital marketing now more substantial than regular old fashioned media types.
* The usage of internet marketing is now more than ever especially in websites like Face book.

Type of research
* Qualitative research, So I can measure the experience of digital marketing here in Egypt and the awareness of digital marketing campaigns. * Methods used: Interviews and observations.

Interviews material
* The interviewees were asked to answer whether companies here in Egypt were using a certain marketing tool or not. * Below the options presented to the interviewees:
o Home page
o Targeted web pages
o E-mail / newsletter
o Blogs
o MySpace
o Facebook
o YouTube
o Twitter
o Other social network
o Google Analytics
o Text messages
o 3G / mobile Internet
o Electronic forms
o Affiliate links
o Banners

Interview questions
For Companies:
1. Do you use digital marketing tools to advertise for the organization?
2. Are they effective?
3. Which one is better, announcing on your own website or social media website? For people:
4. Are you aware of internet marketing campaigns?
5. Did any internet ad encourage you on buying a single product?
6. How often do you answer surveys or check pop ups?

Interview Answers:
Question one:
* 60% claimed that they still use general advertising
* 35% said that they use digital marketing
* 15% claimed that they use both.

Question 2:
For those who used digital marketing:
* 70% said that it worked for them
* 25% didn’t work
* 5% failed but still trying

Question 3:
* 80% answered positive to announcing on social websites
* 20% supported their own websites

Question 4:
* 70% doesn’t care to follow internet campaigns.
* 25% thinks it’s interesting
* 5% Is there is advertising on the internet?

Question 5:
* 80% Agreed on buying products such as food& cosmetics.
* 20% didn’t notice
Question 6:
* 83% Answered that they immediately close pop-ups
* 17 % said that they only do it for their friends.

Reference for interview companies:
Mr.Wael Metwally – Telecomax Group-VP
Mr. Bassem Sabry- Lights on organization- VP
Ms. Heba Fadl- Henkel
Mr. Mostafa Moulla- ABU DHABI BANK

* Digital marketing is still considered new to the Egyptian society. * Some companies are still not willing to the risk of trying the new marketing techniques. * The digital marketing phenomenon is one of the big global changes, such as climate warming, environment consciousness.. * Digital marketing & marketing through the Internet has altered customer behavior, scattered the field of media, developed digitalism and interactivity, and new services and networks have emerged. * As a consequence of these profound changes, the field of marketing is going through a major alteration that has never been seen before. This change forces to re-write the basic models of marketing and to re-consider the multiple choices in media and channels . What is central during this new period is to understand the new models of customer behavior – what makes the new digital marketing channels, services, and networks important, and how to use and prioritize these opportunities.



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