Red Bull Case : Digital Marketing

He immediately saw an opportunity to market those functional drinks outside Asia. Mathematics approached the manufacturers of the drink, bought the foreign licensing rights in exchange for a 51 % stake in his company, and launched the drink in Austria. That’s how the Red Bull company was founded in 1984. The drink was sold exclusively in Austria for five years and then spread into neighboring countries like Hungary and Slovenia, followed by Germany and Switzerland. It invaded the United States and Canada In 1997, and was authorized in France very recently.

A closer look at Red Bulls strategy 2 roof is not really determined by a demographic, but by a “state of mind”. Red Bull consumers want to be physically and mentally fit and wide awake. It can be young executives who want to face a more and more dynamic and demanding way of life. Or it can be teenagers who want to try new alcoholic mix, and be able to stay awake and to dance all night long. At least, it could be sportsmen who want to improve their performance, increase their physical endurance and boost their energy.

These people are very hard to seduce because there are many brands competing on the market. Figure 1 – Examples of competitive products The positioning of Red Bull is : It is the first stimulation drink, for both mind and body, to be used at any time, anywhere, by anyone, not only as a thirst-quencher but also as a cure against tiredness. To build its brand equity, Red Bull developed an eye-catching logo : two bulls and a yellow sun, and an effective,”Red Bull gives you witlings”. Red Bull’s brand equity is mainly based on word of mouth, which gives the product a mystical image.

Due to this mitosis and the WOOF strategy that build a very strong brand awareness, the reduce has a really strong “affect” with the customer, which leads to a bunch of rumors, good and bad ones. The strategy Red Bull adopted is totally unusual. They did nod use traditional informative or persuasive communications and it restricted the drinks supply. Red Bull used “buzz marketing” and Moral marketing”. The company has divided the U. S. Into eight decentralized sales units, each of which is handled on a city-by-city basis.

Each unit creates distribution, makes sales calls and develops targeted marketing plans. Their mission is to find out where the target nags out and what interests them. It’s their Job to get the message out to the right clubs and at the right events. Their entry strategy is to seed happening places such as shops, clubs, bars and stores. They focus initially on opinion leaders who obtain positive direct experience with the brand. Once word of mouth has created a buzz about the product, they then widen distribution to areas surrounding the “in” spots.

Markus Pickier, eve-strategic planning, Red Bull North America said “We go to on-premise accounts [vs.. Retailers] first, because the product gets a lot of visibility and attention. It goes faster to deal with individual accounts, not big chains and their authorization process. Employs teams of “consumer educators,” who distribute free samples in the street. Bull created and cultivated its brand image by sponsoring extreme and adventure- related sports, such as foreseeing, B. A. S. E Jumping, snowboard, mountain hiking or more recently Formula 1 .

The company underwrites a number of extreme sports competitions and sponsors about three dozen athletes from alternative sports. In the antithesis of any major’s marketing plan, Red Bull buys traditional advertising sat. Only when a market is deemed mature does the company begin a media push. The idea is to reinforce, not introduce, the brand. “Media is not a tool that we use to establish the market,” said up-marketing David Rowdy. “It is a critical part. It’s Just later in the development. Red Bull’s marketing strategy Contrary to traditional advertising practice, Red bull only advertises after it believes a local market is maturing. Instead of traditional advertising, Red Bull relied on a strategy of word-of-mouth or “buzz” marketing. Red Bull focused on creating a buzz wrought various stealth marketing techniques, playing on associations with energy, danger and youth culture, carefully cultivating its mystique image. Mathematics invested 35% of turnover in marketing and sponsorship in events.

In his words, “we don’t bring the product to the people, we bring people to the product. We make it available and those who love our style come to us,” adding, “Red Bull isn’t a drink, it’s a way of life. ” The above the line communication: Red Bull gives you wings. The aim of their advertising campaigns is to reflect the brand personality: Cheeky, witty, self-ironic, unpredictable and unique. Opinion leader marketing: Opinion Leaders, especially in the sport and cultural area, are a perfect target group for Red Bull. Red Bull develops relationships with them and treats them like friends.

Red Bull worldwide has over 250 agreements with top athletes, but not one written contract. Event marketing: Red Bull’s event marketing also covers both areas, sports and culture, through a variety of events like Flag, Crashed Ice, X-Fighters, Creative Contest, Music Academy, and many more. Red Bull doses ‘t sponsor events, Red Bull creates, organizes and supports new, innovative and image. Through its sponsorship of youth culture and extreme sports events, Red Bull developed a cult following among marketing-wary Generation Y-errs, (18- to 29-year olds) who perceived it as an anti- brand.

While it was marketed as a sports drink, it was mostly sold in clubs and bars Sampling Sampling is done by highly motivated and well educated employees of Red Bull and not “professional” promotion teams. Their briefing is simple: Find tired and exhausted people. They do it in a charming, non offensive way. All we give them is the product, a free range of clothes and a tiny, but very attractive sampling car. As their core target is very young, Red Bull needed to secure a huge presence on the Internet, which is by far the media that young people use the most.

With their word- of-mouth based strategy and their buzz marketing, it was quite obvious that Internet was going to become a very powerful tool for Red Bull. They are aware of the fact that Internet has brought people together and allowed everyone to be connected no matter where they live. Thanks to the new social and digital age, people can share their experiences and knowledge through the building of social networks and communities. Red Bull’s online marketing strategy is very cohesive to their overall marketing strategy. It is based on word-of-mouth and creating a buzz around the brand.

Whether it be with sport, music or culture, Red Bull offers long-term content that the consumer will enjoy so they can talk about the brand on blobs for example and tell their friends about it. Rather than focusing on selling millions of cans, they just prefer creating a universe that people will love, most of the time through effective storytelling. As I said before, Red Bull’s marketing strategy involves a lot of event organization round the world. Red Bull takes the excitement of being in the event and delivering it to people across communication, and most of that is done by digital communication.

In fact, 50% of Red Bull’s communication budget is dedicated to digital media. Backbone has a presence on many of social platforms, including Backbone, Twitter, Namespace. Yet Red Bull is aware that it is no longer enough to have a fan page on backbone for example, not only because a large majority of companies have one as well, but also because people get bored very easily and their attention is becoming more and more difficult to catch. Red Bull understands this issue and offers a lot more than mere online product promotion. They provide their consumers with meaningful content.

Each event organized and sponsored by Red Bull has its own website (for example,www. Redistributable. Com) They offer a number of short pieces of content, such as videos of the previous events, content about the riders, the tricks, behind-the-scenes, parties, etc. Those pieces of content are also displayed in social platforms, Namespace playing generally a role of a hub where all of the content comes together . This is how Red Bull started to build their fan community. It enables Red Bull to create a number of access points that the consumers discover, experience the content and get involved into Red Bull’s world.

On backbone or Namespace, the one of the most popular pages with over 2 400 000 fans. It is tailored to the consumers’ wants and needs. They don’t advertise their product directly, they don’t even bother giving details about the accompany vision and mission, leaving only a very short description at the bottom of the page. On the other hand, they offer some entertaining, simple yet addicting games that consumers enjoy, such as the Red Bull Air Race game. Some others fun applications are available on Backbone, such as Red Bull Roustabout, which is an online version of the old game “Rock Paper Scissors”.

Bart Johnston, Interactive Director of Archival which developed the application said “We wanted to create a viral application for Backbone Platform that was fun and playful. We think people will ask their friends to install it because it’s a really interesting way of saying What’s up? To your buddy. ” 3 Figure 2 – Red Bull’s official fan page on Backbone Video content is a good way to start but it does not necessarily create engagement, which is Red Bull’s main objective. Therefore they found other ways to entertain their customers. For instance ‘phone and ‘pod touch users, they developed applications and games.

Understanding their consumers is a major concern for Red Bull so they knew about their extensive use of chatting platforms such as mans. They also knew that Mans users tend to be on mans while watching TV, so they are working to get them engaging with it so they could then play, talk, share it with their friends while watching TV programs. Therefore they created a game on mans, that could be shared n backbone as well (that way content remains cohesive). This is a really effective way for Red Bull to get their consumers involved and active in the community.

Figure 3 – Red Bull’s ‘phone games Taking one step further, Red Bull initiated in 2009 a new project called Red Bull reporter 4. It gives the opportunity to anyone to become a Red Bull reporter, and start working for Red Bull as a writer, photographer, filmmaker or presenter. The consumer has complete control on the creation and sharing of the content. As Red Bull has hundreds of events going on all over the world. It can be huge event that attract over 50000 people on the event site like the Red Bull flagstaffs, but it can also be smaller events like the mascara pit stop in Time Square, or the Donkey cross in Greece.

Red Bull is trying to leverage these projects by sending their reporters to these small events so they could write reports, do presentations, videos, and finally come back and submit them on the website. This time it is not Red Bull that creates the content but the consumers themselves and they are in total control of it. They are responsible for sharing it and spreading it. Again for Red Bull it is all about engaging them to greater collaboration.

Figure 4 – Red Bull reporter Another example of the content creation process, even more engaging than Red Bull Reporter, would be the Red Bull Bedroom Jam 5, because with this project consumers become the content that is celebrated and discussed. Teen bands submit their music and their peers would vote and Judge which one they think are the best bands. The selected bands get to have a stage set up in their bedrooms by Red Bull, and it gets streamed live across the Internet. A chatting functionality allows people to interact with each other and tell everyone about the bands they like the most for example.

The consumer is at the heart of the project. Red Bull steps back and only plays the role of a facilitator. The consumers are the real star, not Red Bull, which is an important point of Red Bull’s online marketing strategy. Figure 5 – Red Bull Bedroom Jam Another key point for Red Bull is to cross the boundaries between the digital world and the real world, and treat them both the same way. Red Bull racing for charity was originally created to take Formula 1 from its very exclusive format and make it a more inclusive one, getting people really closer to that world.

Red Bull created an inline community where fans could choose a space for their photo on the car that was driven at Siltstone by David Calculator and Mark Webber, chat with people around them, sometimes even celebrities. This resulted in a very unique decoration on the car and raised money for charity. Still trying to get people closer to the world of formula 1, Red Bull created content through Twitter and an Phone application called Redouble Flops, that allows people to have a direct info from the Fl paddock, with little stories and anecdotes that come directly from the inside. Figure 6 – David Calculator’s car at Siltstone Creating all those tools, platforms and content allows Red Bull to make the consumer forget that their primary and ultimate goal is to sell energy drink cans. It is all about getting commitment from their customers, trying to engage and excite consumers about the brand by being part of their world and contributing to their world in a way that it does not feel false or fake. Internet could have contributed to harm Red Bull’s brand image by spreading all sorts of rumors about the energy drink.

One of the rumors that has been circulating for a while says that Red Bull’s secret ingredient is bull’s testicles. Another states that it is “liquid vicarage” and that someone overdosed from the drink because it has drugs in it. Obviously all these rumors are false and they could have been really bad little attention to those rumors, remained silent and let the rumor spread. There is only a FAQ section in the main website confirming that all those rumors are false. This lack of communication contributed to fueling the buzz around the brand, creating Red Bull’s mystique and building their fan’s community all over the web.

Red Bull doesn’t really innovate through its products – it doesn’t launch new products al the time, instead it innovates through its marketing. Hence, they created Red Bull Media House, which conducts all the media and public relations work, and that is responsible for the launching of other platforms such as Red Bull magazine, Red Bull mobile (which for now is only available in Austria, Switzerland and Germany), or Red Bull TV. As it becomes a bigger part of the consumers lives, Red Bull’s marketing actually becomes their product.

We saw how Red Bull leverage social media to market their products by provide their customers with meaningful content. Sometimes, they tend to be a little too aggressive by doing what is called ambush marketing. Ambush marketing occurs when a brand pays to become the official sponsor of an event and another brand tries to connect itself to the same event, without paying the sponsorship fee and without breaking any laws. Nikkei used such methods a lot to gain some visibility on sport events that were officially sponsored by their main competitors Rebook and Aids.

At the 1992 summer Olympics in Barcelona, Nikkei sponsored press conferences with the US basketball team despite Rebook being the official sponsor. During the last Olympic Ames in Vancouver, Red Bull also did some online ambush marketing. Red Bull posted some items to encourage their athletes on Twitter and Backbone, even though they weren’t officially sponsoring the event. By doing that they were violating the Olympic rules, which say that advertiser who don’t pay for an official sponsorship cannot associate their names with the games or the athletes during the events or the weeks surrounding them. We’re rooting for you @Landslide’s @Shawn_White @Greeted and @Dresses in the 2010 Winter #mimics! ” Red Bull removed all Olympic-related Twitter posts, but argued that “the dynamic and nonuser-driven nature” of social media make it tricky to “stay within guidelines as they are defined. ” 9 How can Red Bull do even better? Red Bull’s use of Internet and social media is very innovative. It differs from most companies’ strategy in the sense that it really involves the customer in the content creation and sharing process.

It engages the customer and get them closer to the brand. Red Bull’s online marketing strategy is also very cohesive, every tool they used access to content on Twitter, Namespace and Backbone simultaneously. In my opinion, Red Bull is already one of the best examples of successful online racketing strategies, and this is partly why I chose to talk about it in this paper. It also makes it even more difficult to explain how they could get better. Red Bull’s strategy has proven more than efficient so they should keep on offering meaningful and entertaining content to their consumers.

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CIM Digital Marketing Essential

 Bridge creates an image of ‘modular bridging solution provider’ useful for infrastructure solutions in natural disasters or remote locations that needs development. Therefore, it attracts national governments, Nags, military forces or private developers who are constructing bridges in such regions. The product range of Company Bridge consists of steel bridging, infrastructure, wind turbine towers and structural steel works. This is reinforced with after sales service, guarantee, installation and training.

For Company Bridge the most important part of the product is the quality. Therefore, the following figure presents the mind map for designing a digital campaign for selling spare parts of the bridges through launching an online platform. The Digital Marketing Institute defines the digital marketing as “the use of digital technologies to create an integrated, targeted and measurable communications which help to acquire and retain customers while building deeper relationships with them”. The elements to be included in the digital marketing campaign are: Email marketing includes database marketing such as dividing the customers in segments and sending tailored targeted messages at the correct time. Company Bridge craft their emails in form of shots using a database analysis by sector and interest, using their CRM system. This analysis is vital to 5 Page send the right message, to the right persona or company and at the right time, depending with the necessities of Company Bridge.

The e-shots are designed in HTML and a subsequent breakdown of the responses is done to achieve the desired oils. The email marketing is a cheap, effective and customizable tool that even when social media is taking over the communication with the client is offering great results for Company Bridge with an open rate of 84%. Company Bridge has into account as well that nowadays most of the emails are reading on mobiles, so they optimism the e-shot for mobile to bring their clients the best possible experience.

The next element to be included in the digital marketing campaign is the Search Engine Optimization (SEE), which involves methods responsible for increasing the usability of the Company Bridge website in different search engines. It can be achieved by increasing the position of specific keywords like steel bridge, Company Bridge, emergency bridge, modular bridge, bailey bridge. And for the Spanish site, pungent Maybe, pungent De emergencies, pungent Bailey o pungent De cero. There are various SEE methods that range from on-site improvement and analysis to blobbing, content development and creating links.

Company Bridge try to position itself with organics methods that naturally position the website. What Company Bridge does is o generate quality content as case studies and news about the company and the sector, that creates interest, the website solves a problem or need and focused on how the user searches for that specific information, and this information is easily indelible by search engines using the correct metastases, headings and subheadings and keywords. Using www. Marketing. Grader. Mom to analyses Company Bridge SEE, the results are as follows 6 | Page With an overall score of 79 out of 100 If we compare Company Bridge Score with their main competitors score we can see that Company Bridge website is above the average website quality. Ay per click (PC) Pay per click is the term used with paid search, which includes managing paid advertisements in the search results. The price of advertisements depends upon the position and competitiveness of the keyword that is being bid on, in the search engines.

The skills required for PC management includes a 71 Page “deep” eye for finding details in data, creativity for developing advertisements and response techniques. Company Bridge did a trial in Linked with no really good results. But it will be worthy to do another trial with different keywords. Social media management of the image of the brand by using various social channels. The social channels may include Pinsetters, Linked, Backbone or Twitter (Coleman, 2012).

Social media management also involves linking of proactive business development, facilitating the filling of the highest level of the sales funnel using consumer support, as well as, facilitating the support for the lower end of the sales funnel. Company Bridge use different social media channels as: Youth: where the advantages of use the Company Bridge products can be watched. And at the same time create awareness of the brand. These videos are inked as well to the website and are mentioned in tweets and posts in Backbone.

Being the fastest growing social media channel . Company Bridge could not ignore it, and for this reason Company Bridges has two twitter accounts, one in English  and after identify the Spanish speaking countries as a main target for the development of the sales strategy, Maybe created a Spanish account . These two accounts are an excellent tool for self-promotion, generate more traffic to the website and connects the company with other professionals, floggers and businesses.

Linked: this business social network has worldwide 200 million users in 200 countries and territories around the globe, really a huge showcase for professionals from all over the world able to access to your company, and what is most important and in contrast to other social networks, in an area of business. Company Bridge has a Linked profile update regularly with news about the company and the sector, and at the same time encourage their employees to be part of this business network.

Linked is used as well in Company Bridge as a leads generation tool, where they look for companies and key contacts and try to push them into the sales funnel. Backbone: this channel cannot be ignored as it is the social network with more users around the world. Doubling in number of users the second one that is Google+. For this reason Company Bridge has their employees and their clients. It’s not the main communication channel but it is another channel that helps redirect traffic to the Company Bridge website. Pinsetters  and Flicker : it is important to have a social media profile in a picture social network and Company Bridge has an account in Pinsetters and Flicker. The Flicker account allow Company Bridge to storage and share pictures in high resolution, and the Pinsetters account gives Company Bridge the opportunity to participate in one of the fastest growing social networks with more than 70 million users and interact with another companies, users and influences in a most informal way in comparison with Flicker.

The skills required for managing social media includes brand awareness, creativity, customer service techniques and an awareness regarding the interconnection of social media metrics and marketing metrics. It should be noted that online advertising and PC are both different elements. Online advertising includes advertising on the websites of other people. Company Bridge is not advertising the brand in any particular website, but has a plan in place to identify magazines, blobs and influencer websites in order to 9 | Page select the most convenient channel to publicize the brand.

The skills required for this element includes designing capability, creativity, communication skills and data analyzing skills (to ensure that the right advertisement is posted at the right time).  This type of marketing is much similar to online advertising. However, in the affiliate marketing, the website owner placing the advertisement will only be recompensed after a sale of the product takes place. Company Bridge has a plan to talk with their representatives around the world to use their websites to do online advertising and pay them once that the sales has been confirmed.

The plan also involves using of impel links, emails for marketing the website of their representatives. Therefore, Company Bridge will communicate with the affiliates (representatives) in order to skills required for this type of marketing includes effective communication skills, planning and data analysis skills.  Text messaging is another element that will be included in the marketing campaign for selling spare parts of bridges.

Mobile marketing is an effective and direct communication tool to achieve potential growth in digital marketing. The growing use of smartened technology around the globe in 2013 has resulted in conducting racketing activities directed to mobile devices. However, mobile messaging is considered as a push marketing strategy, which may be considered as spam. However, if Company Bridge use it appropriately, text messaging can turn out to be very effective in marketing products offered to a specific key target sector.

Company Bridge has not a blob and it is something that involves efforts to make the blob visible to potential consumers by creating a strategy that combines SEE, social media, web design and PR. Blobbing will provide fruitful results, if the blob attracts attention customers through effective keyword search and in social media websites. 101 page Company Bridge is creating different types of content like case studies or videos that are being distributed across different channels, social media and e-shots.

The Role of Search Marketing Search marketing is a type of internet marketing that includes promoting websites by increasing the visibility of such websites in the Search Engine Results Page (Seers) by increasing the advertising content on such pages (Sherman, 2007). Search marketing may also include SEE or PC, as well (Sullivan, 2010). Search engine marketing involves four categories of metrics that are used to improve online selling websites. Keyword analysis and search: It further includes three steps of ensuring that the the website is indexed in multiple search engines and the use of keywords on the website ensures generation and conversion of customer traffic.

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SEO vs. PPC: Knowing Which Is Right for Your Website

When it comes to boosting traffic to your website, you have two basic options: (PPC) advertising or (SEO).

You can pay for traffic using the PPC advertising programs provided by , Yahoo Search Marketing and others. They enable you to display ads in the sponsored results section of each search engine’s results page. Then, you pay a fee – based on how competitive your chosen keyword is – whenever a viewer clicks through from your ad to .

Alternatively, you can build traffic for free by achieving high rankings in the natural search results – the listings displayed next to the sponsored results. You will need to follow SEO best practices to try to get your site displayed on these pages more prominently and more often. It may take time to reach the top of the natural results, but the free, targeted traffic will probably prove to be well worth the investment.

But which approach is better? It depends on your needs and budget. If you want more traffic fast and are willing to pay for it, then PPC might be right for you. But if you’re operating on a shoestring budget, it may make more sense to invest time in chasing high search rankings through SEO.

Here are three questions to consider when deciding whether SEO or PPC is best for your business:

1. How large is your website advertising budget?
In choosing between SEO and PPC, you first need to decide what size advertising budget your business can support. You can set your daily spending limit as low as you’d like, but it can be a good idea to start with a minimum of $5 to $10 a day.

If you have no money to commit to advertising, you’ll need to stick with free SEO methods. But if you have even a little capital to invest in PPC advertising, consider giving it a try because it offers a number of benefits, including:

• Faster testing. Websites should focus on achieving conversion, whether it’s selling products, signing up email newsletter subscribers or some other action. That means actively testing website variables to improve conversion rates. These tests, however, require traffic to generate data, so you might want to purchase traffic through PPC advertising to get faster results.

• Protection from SEO algorithm updates. One major weakness of SEO is that algorithms change from time to time. When that happens, sites that have been optimized in one way can lose rankings – and profits – practically overnight. But when you pay for traffic, you’re assured a steady stream of visitors, no matter what changes Google and the other search engines make.

PPC has a learning curve, though. Start with small, highly targeted campaigns and tie your PPC campaign to your account. It can tell you which conversions are from PPC visitors and whether your ROI is positive or negative.

2. How high are the average CPCs in your industry?
In addition to setting your overall advertising budget, take a look at what other people in your industry are paying for ads.

PPC platforms typically allow users to bid what they’re willing to pay for a single keyword click – a fee that’s referred to as “cost-per-click” (CPC). For instance, if you want to reach people searching for the keyword phrase “car insurance online,” you could use the within the free Google External Keyword Research Tool and see that the average CPC for the phrase is $2.76.

But average CPCs can run much higher – $28.55, for example, for the phrase “auto insurance.” Those prices make it more difficult for new advertisers to turn a profit from PPC traffic. In such cases, SEO might be a better choice.

3. How competitive are the SERPs in your niche?

You also will want to determine how competitive the search engine results pages (SERPs) are for your target keywords. To do this, enter your keywords into the Google External Keyword Research Tool, which will tell you the estimated competition level, as well as the number of advertisers bidding on your keywords and the average CPCs.

In the most competitive industries, you may find that results pages for your target keywords are dominated by authority websites. They can be nearly impossible to displace without a significant investment of time and money. In such cases, it may ultimately make more sense to pay for traffic via PPC promotions.

But it isn’t always necessary to make an “either-or” choice. When combined, PPC and SEO can be quite powerful. Ask yourself these three questions and determine the optimal mix of PPC and SEO for your website.

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Digital Marketing: Benefits Consumers or Advertisers?

The internet has revolutionized a lot of things in our lives, including one of our , shopping. Shopping has gone to a new level in the new millennium. Online shopping has hit the market with consumers and advertisers trying to buy and sell products. Customers now have the opportunity to search for their required products online, with a price that they want and with a price that fits their wallets. On the other hand, advertisers can now easily market their products online without even renting a shop!

So many websites like Buy. com, Amazon. com, NewEgg. com and many others have come with their websites to feature various advertisers and suppliers to market their products on their websites where online consumers from across the globe can purchase these products and services. So who has more control over digital products and services? In my opinion, advertisers have more control over consumers. First of all, advertisers have the opportunity to market their products to an international market without even having a shop.

All they have to do is to search a product that is wanted by the market, and take some pictures of this product and put in on websites like e-bay or even create an own site for free! Potential consumers from all over the world will be able to see this product, and if it is a wanted product, business will start booming. According to recent research, it was estimated that there was around 1 billion internet users in 2008 and this number is expected to grow annually (Bischof et.al 2000).

It could be assumed that the internet market would keep growing and that would give internet advertisers a vast opportunity to advertise and market their products online. Therefore, this mainly benefits advertisers over consumers. Apart from that, advertisers will also have the opportunity to position themselves to cater to selected market segments due to the wide variety of consumers from different countries and expectations (Bischof et. al 2000).

To do this, an advertiser must first study the market segment so that the advertiser can then study the behavior of the consumer and understand the consumers’ expectations and therefore capture this market segment (Rodgers & Thorson 2000). The size of this market share may increase or decrease according to population growth and other social, economic and environmental factors. Even if advertisers get 1% out of the 1 billion internet market, they will be making a lot of money due to the volume of business online.

Apart from that, if advertisers could find their ideal positioning in the market, the advertiser’s brand or business name would be easily spread thru the internet as there are many third party websites that allow consumers to share their views and opinions on certain products or services. As a matter of fact, from the above, advertisers are actually choosing who they want to sell their products or services too, again a benefit towards advertisers rather than consumers. There is also a competitive environment online which would keep the company growing and not stagnant like a brick and mortar store.

Advertisers can now track the number of customers that are visiting their websites (Wind & Mahajan 2001). This will give them an indication as to the number of customers that they get every month and the number of purchases made. With this information, these advertisers could get an idea of how well or how poor their business is doing; and by using this information, companies can then decide on their next course of action. Consumers can compare price, product brand, quality and other features online while sharing notes with other fellow consumers.

As mentioned above, there are also third party websites who function as an intermediary between sellers and consumers who provide full details of price and product quality rating that makes it easy for consumers to choose from. Competition is good for advertisers as it allows the company to grow and make more profit and therefore once again, benefits advertisers over consumers. Keeping this in mind, advertisers also have the opportunity to check out competition online and provide competitive products to their customers.

According to Wang et. al (2001), customers who are happy with their purchases are less likely to have complaints and are therefore more prone to become return customers. Return customers could mean loyal customers that allow advertisers to sell their products and services without the worry of finding new online customers. Apart from that, if the advertisers’ product or service is compatible or better than the competitors’ products, there will be free publicity of the product by third party reviews.

Although most research actually argue that consumers have more benefits than advertisers, based on the argument above, advertisers manipulate consumers into thinking that they have more benefits when they actually do not. Websites who promote themselves as catering to customer needs are actually advertisers themselves, and therefore this creates an illusion to the customer that they are controlling what and how the shop online. As a conclusion, digital marketing benefits the advertisers more than the consumers.

To summarize, one of the reasons for this is that advertisers have the opportunity to market their products to an international market without even having a shop. Furthermore, advertisers will also have the opportunity to position themselves to cater to selected market segments due to the wide variety of consumers from different countries and expectations. Apart from that, there is also a competitive environment online which would keep the company growing and not stagnant like a brick and mortar store. Advertisers also have the opportunity to check out competition online and provide competitive products to their customers.

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Digital Marketing in India

* MARKETING ASSIGNMENT * “DIGITAL MARKETING INDIAN SCENARIO” SUBMITTED BY:- MAHENDRA KUMAR SEC. :- C ENROLL:- 12BSP0623 DIGITAL MARKETING Digital marketing is an addressable marketing method where relevant marketing communications are delivered to individuals through the e-mail, Web, and mobile channels using an e-mail address, a Web browser cookie, and a mobile phone number. Live scenario of digital marketing in India Digital marketing is still at its initial phase in India. Most of the companies are still thinking to adopt the medium while many top brands have already rolled their digital marketing campaign.

Seeing the large number of youth population in India (More than 40% of total population of India, around 460 millions youth is there, in which 333 millions are literate) and the rising technology savvy young generation, corporate will be more than happy to engage the target audience and spread their products & services among them via digital media. Thus there will be a Big Change in coming future. Indian digital marketing scenario has changed tremendously after the it boom, India with 60,000,000 internet users provides a very good platform for online marketing.

Also with a growth rate of over 1000% the potential looks good too. The penetration is a mere 5. 2% – but which is actually good. The cream of the society – the people most likely to have pockets deep enough to trade or make purchases online are among the 5. 2% of the population. This makes targeting these high-end profiles easier & your leads are more likely to be converted. However, one area of concern is the support operations that help convert the leads into sales. These are mainly call centres & back offices that are responsible for following up on the leads that are provided to them.

But the staffs at these organizations in India is many a times not that well trained for digital marketing & usually the high potential leads are lost due to inability of the staff to convince the lead. The lead is mostly very expensive. They get one lead after incurring a huge cost through a lot of clicks. Hence, more than educating internet users it would be vital to train the support teams so as to consolidate the current amount of leads that you are getting. Otherwise, we many end up in a situation where we have high demand, high potential but inadequately trained staff to service the lead While in many countries Digital Media course has emerged as one of the mainstream degree but here in India it is still under the control of digital media agencies who took the initiative to teach people on Digital Marketing with live projects. • Many of the premier business schools are in a positing (of course seeing the demand) to run the digital marketing program. But most of them are running short of the quality faculties. Further insights have revealed that an average Indian spends 45 minutes on Facebook  in a day.

The huge number of smart phone users with apps adds up further to the consumer base for brands to interact and take opportunities. The recent hit of the “Kolaveri Di” song, reaching more than 50 million users globally is a measure of the impact and spread of internet. Conclusion The digital media playing field in quite huge providing accommodation to a list of brands, but yet to be utilized to its fullest potential. This year the marketers need to take the online test for their brands and get rewarded with the vast target market to be acquired.

Digital marketing –Reality Byte Obviously, social media is important/highly efficient and holds the potential for building better relationships with communities of consumers/customers. Traditional marketing (i. e. advertising/promotion/PR) historically placed a premium on awareness building and transactions, but has declined in importance due to a combination of message clutter, time pressed consumers, fragmentation of media and the growth of people using the internet to research what others are saying about products/companies.

Nevertheless, what really concerns me is how “tactical” social media has become in recent years and less “strategic”. It appears almost everyone on the social media provider side keeps looking for the latest tool/technique * Most companies do recognize the need to adopt new ways to reach consumers and build better relationships (i. e. websites, Facebook, Twitter, YouTube, mobile marketing, etc. ). Very efficient, free/cheap, and can easily measure traffic/activity Even the mighty Proctor & Gamble is redeploying marketing spend away from traditional media to digital since it’s more efficient and less costly. They announced recently they will lay off 1,600 people and are banking on digital ROI for long term savings. However, I bet P&G is also developing the internal infrastructure to capture the data and share it with relevant internal business groups to help change their business models. * The companies like HUL, P&G, NOKIA etc are usually spend >20% of their budgets on social media and in digital marketing Example for digital marketing:-

PepsiCo adopts innovative ways for digital marketing in India GURGAON: food and beverage major PepsiCo is adopting innovative methods in India to tap the potential of social media for building brand equity and increase sales PepsiCo is not look at digital medium strictly from the lens of advertising spends, but approach it in an innovative manner. ” Citing the example of how the firm used Facebook during the cricket World Cup last year, “Pepsi’s Facebook campaign was the most recognised brands during the event. they also got an award from FB on that.

So we are using social media in a big way here for building brand equity. ” It is extremely important for brands to have a direct relationship with their consumers and not simply outsource it to an agency alone, PepsiCo “Digital media should be used for real time marketing and we use this medium both for brand building and generating sales, PepsiCo uses multiple agencies to handle digital media account for different brands and products in India. Conclusion :- Finally, using social media/digital marketing tactics exclusively is probably not a good idea.

A good business strategy will probably require a blend of BOTH traditional marketing and social media/digital marketing. We must remember digital marketing is a “slow burn” approach and in some cases won’t help building critical mass quickly. In some cases traditional advertising or promotions will help jump start a strategy while social/digital marketing will help build the brand in the long run. Using both to some degree is the best way to “EFFECTIVELY” grow your business, but again it needs to be driven by strategy and not the latest tool/technique.

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Three Steps To Master Visual Storytelling

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If you want to target millennials within your digital marketing campaign, it is no longer enough to just be present on and Twitter.

The shift towards visual social media networks is there. and Instagram now rule the party. Facebook may still be dominant, as 72.6% of millennials do have accounts there. But Instagram (43.1% demographics penetration) and Snapchat (32.9% demographics penetration) are catching up fast.

Besides, 70% of college-aged millennials report posting on Snapchat at least once a day versus just 11% reporting that they post on Facebook with the same frequency.

Additionally, 64% of millennials report watching Snapchat stories on a weekly basis and 46% do the same on Instagram.

If you want to move your brand forward, you will need to engage with them on these platforms. Hence, it’s time to master visual storytelling. The following is a guide that will help you to do just that.

1. Create and fine-tune your content

Obviously, in order to on visual platforms, you have to create visual content. That’s not an easy task. Stock photos, pictures of your products, etc. posted onto your blog or social media don’t tell a story about your brand or your products.

Instead, you have to begin with figuring out exactly what it is that you want to say. This decision making process needs to be done on two levels: macro level and micro level.

Macro level storytelling: This is where you decide what your overall storytelling strategy is going to be. In other words, how are you going to use storytelling to communicate your values, ideals, and branding to your audience?

It’s important to remember that being genuine is absolutely key. Your stories should reflect your brand’s persona. Audiences will see right through your efforts if you pander or are disingenuous in your storytelling.

Does this mean that a serious brand can never share a story that is humorous, or that a brand that is known for being a bit irreverent can never share a serious or touching visual story? Of course not. It just means that your overall storytelling should complement your other efforts.

Micro level storytelling: Once you have defined what your overall visual storytelling efforts will look like, it’s time to think about the stories that you plan on telling individually. Each story should have a purpose.  What message are you trying to send? If you cannot define that, then you probably don’t have a story. If you can define it, it’s time to select or produce the visual elements that you will use to create your story. Here are a few tips.

A. Select visuals that provide context The fewer the words, the better. Specifically, avoid ‘setting the scene’. That’s what your visuals are for. For example, if you are trying to tell a story to potential employees that you offer a supportive and laid back work environment, select pictures and videos that make that point clear.

B. Be restrained If a single photograph communicates a story, let it. Very few stories benefit because someone insisted on adding just one more image, but many have been improved when they were pared down.

C. Everything should contribute something visually Yes, even your and text. Text placement, font size and selection, even the words you use should complement the visuals. They should also reflect your branding. Let’s say that an art gallery has decided to use Instagram to reach out to potential customers, they could post beautiful images and videos of the artwork that they have to sell, interviews with audience members, etc.

However, if they paired those visuals with a standard font such as Arial, instead of selecting a beautiful hand drawn font, for example, they would be missing an opportunity to make their stories even more compelling.

Choose colors that will help you to send the message that you want to send. There’s a reason why the color blue is featured so prominently on IBM’s website and in their content. The color blue evokes feelings of trust, professionalism, and security.

2. Make it coherent and turn it into a continuous story

Once you have your storytelling framework in place, and you’ve selected the visual elements (images, videos, infographics) you want to use in your story. The next step is to put them all together in a way that tells a cohesive story. Sometimes, the visuals themselves will inform this process. 

Here are three great examples of coherent storytelling with visual elements:

What’s common to these? They tell great stories, use compelling visuals and are presented in logical sequences. Study them and you can replicate their successes.

3. Use these hacks to boost engagement and conversions

Once you’ve defined the type of stories you need to tell, and you’ve begun to create these stories, your next step is to find ways to increase engagement, and to turn that engagement into conversions.

Invite engagement It’s a simple thing that so many brands ignore. Invite people to comment and share. Add CTAs to your post captions e.g. tap if you agree or tag the person you want to be with here and so on.

Be responsive Reply to comments. Follow people who follow you. Share interesting visual content that others have produced. Reach out to complementary brands.

Use the CTA that fits If you are using to tell a story that introduces your brand to people who have never connected with you in the past, you don’t want to combine that with a call to action to purchase your product. Instead, your CTA should be an invitation to visit your website, or to become a follower on social media.

Be consistent Just like other content marketing efforts, successful use of visual storytelling requires a combination of quality content, and consistently creating new content for your audience.

Is visual storytelling for you? Consider this: How do you remember things? Try to think of your most recent vacation. Is there a wall of text scrolling through your head? Of course not! Your brain is most likely bringing up images of the things that you saw and that you did. That’s the impact that visual storytelling can have on your audience.

Related: 

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Want to Become a Digital Marketing Expert? Here is How to Get Started.

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Q: How do you suggest getting started in a career in digital marketing?

A: Digital marketing is a moving target that is constantly evolving, making it more and more difficult for new comers to learn the art.

It’s this challenge that actually excites me about , as you have to work hard to just keep up, as new marketing channels are constantly emerging. Social advertising (Snapchat, Facebook ads, etc.) and content marketing are amongst the hottest new channels of digital marketing.

Related: 

Here are four steps to you get (and stay ahead for those who’ve been in the industry for some time):

1. Read everything.

Some great sites to stay up-to-date on the latest happenings are and . From there, you’ll find your way to thousands of amazing blogs that cover the ins and outs of all things digital marketing.

2. Implement the things you learned.

It’s all about execution with digital marketing. It’s not enough to know the theory of a potential marketing strategy, you need to implement it to truly know the application of the idea. In doing this, you’ll find out the hard way what really works, resources needed and how to get things done.

Related: 

3. Help startups/non-profits for free.

After a few months of doing steps one and two, you’ll have gotten a few wins (and losses) under your belt. Now you’re ready to apply your new found digital marketing skill at a real company.

I recommend helping nonprofits and startups out for free as they usually can use all the help they can get. In doing this you’ll learn even more about the real world application of everything you read about (theory).

4. Find a mentor.

Reach out to your and ask questions. Be specific as possible so you can truly learn from their experience. A mentor is also very helpful when you get stuck or hit a wall with digital marketing. You can also find great mentors on .

Related 

Once you’ve done this keep rinsing and repeating step one and two, you’ll master the art of digital marketing in no time. Remember that digital marketing is a moving target, and if you don’t stay on top of reading about and implementing the latest and greatest you’ll get left in the dust.

 

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