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<str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme <strong>on</strong> <strong>Digital</strong><br />
<strong>Marketing</strong> <strong>for</strong> SMEs in Delhi NCR<br />
December 2012<br />
Delhi<br />
by RMN Media Network
C<strong>on</strong>tent<br />
S. No Details Page No<br />
A <str<strong>on</strong>g>Training</str<strong>on</strong>g> <strong>on</strong> <strong>Digital</strong> <strong>Marketing</strong> <strong>for</strong> SMEs in Delhi 3<br />
A.1 Preamble 3<br />
A.2 Methodology 3<br />
A.3 Proceedings 4<br />
A.4 Analysis of Interacti<strong>on</strong>s 6<br />
List of Participants 8<br />
2
<str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme <strong>on</strong> <strong>Digital</strong><br />
<strong>Marketing</strong> <strong>for</strong> SMEs in Delhi NCR<br />
27 December 2012<br />
Delhi<br />
by RMN Media Network<br />
Nati<strong>on</strong>al Programme <strong>for</strong> Developing Plastics Manufacturing Industry in India<br />
<strong>UNIDO</strong>-<strong>ICAMT</strong><br />
3
Report <strong>on</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme <strong>for</strong> SMEs in Delhi NCR<br />
C<strong>on</strong>ducted by Raman Media Network<br />
December 2012<br />
A.1 Preamble<br />
The objective of the programme was to spread awareness am<strong>on</strong>g small and medium enterprises (SMEs)<br />
in the plastic sector <strong>on</strong> the use of digital technologies to improve their marketing processes while<br />
targeting domestic as well as export markets.<br />
Schedule<br />
The programme covered about 20 plastics manufacturing units in Delhi NCR during December 2012.<br />
Faculty<br />
Mr. Rakesh Raman, Raman Media Network (RMN)<br />
A.2 Methodology<br />
• Presentati<strong>on</strong> using computer-based audio-visual c<strong>on</strong>tent (submitted)<br />
• Distributi<strong>on</strong> of printed literature <strong>on</strong> the course c<strong>on</strong>tent (submitted)<br />
• Field visits to meet individual units selected by <strong>UNIDO</strong> <strong>ICAMT</strong> to address their specific issues related<br />
to digital marketing<br />
4
<strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme in New Delhi<br />
A.3 Proceedings – Delhi NCR<br />
On December 27, 2012 Mr. Rakesh Raman held the digital marketing training sessi<strong>on</strong> in New Delhi.<br />
During December 20-26, 2013 digital marketing orientati<strong>on</strong> was carried out with field visits to meet the<br />
business executives from SMEs selected by <strong>UNIDO</strong> <strong>ICAMT</strong>.<br />
Mr. Rakesh Raman al<strong>on</strong>g with Mr. Mihir Banerji, Nati<strong>on</strong>al C<strong>on</strong>sultant, Plastic Project, Delhi visited the<br />
following member units <strong>for</strong> detailed meetings with the top business executives to explain about the use of<br />
digital marketing <strong>for</strong> their business expansi<strong>on</strong>.<br />
1. Prayag Polytech Pvt. Ltd. (Bhiwadi) – Mr. R.K. Aggarwal and his team<br />
2. Agroha Colourtec (Bhiwadi) – Mr. R.K. Aggarwal and his team<br />
3. G. Poly Flex Pvt. Ltd. (Faridabad) – Ms. Shalu Sharma<br />
4. Pluss Polymers Pvt. Ltd. (Gurga<strong>on</strong>) – Mr. Samit Jain<br />
5. Sukriti Enterprises Pvt. Ltd. (Gurga<strong>on</strong>) – Mr. Vikas Jain<br />
5
Factory Visits <strong>for</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme in Delhi - Bhiwadi<br />
Agenda<br />
• In<strong>for</strong>mati<strong>on</strong> Technology (IT) Applicati<strong>on</strong>s <strong>for</strong> Industrial Units<br />
• <strong>Digital</strong> <strong>Marketing</strong> Overview<br />
• Demand vs. Supply Analysis<br />
• Traditi<strong>on</strong>al vs. <strong>Digital</strong> <strong>Marketing</strong> C<strong>on</strong>cepts<br />
• <strong>Digital</strong> <strong>Marketing</strong> Channels<br />
• <strong>Digital</strong> Advertising & <strong>Marketing</strong> Methods<br />
• Social Media <strong>for</strong> Product Promoti<strong>on</strong>s<br />
• <strong>Digital</strong> Media Impact Analysis<br />
• C<strong>on</strong>tent Management<br />
6
Company Visits <strong>for</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme in Delhi - Bhiwadi<br />
A.4 Interactive Sessi<strong>on</strong>s and Analysis<br />
1. The interactive sessi<strong>on</strong>s began by delineating the fundamentals of marketing, limitati<strong>on</strong>s of traditi<strong>on</strong>al<br />
marketing and the advantages of digital marketing. Almost all the industrial units covered in the<br />
programme are not quite clear about the marketing and marketing communicati<strong>on</strong>s (marcom)<br />
c<strong>on</strong>cepts. So, they are merely using traditi<strong>on</strong>al sales techniques to sell their products. It will be very<br />
difficult <strong>for</strong> them to expand their businesses without understanding the modern-day marketing<br />
methods and then applying in<strong>for</strong>mati<strong>on</strong> technology (IT) and digital tools to meet their business<br />
objectives.<br />
2. All the companies covered under the programme have inadequate skills to deploy and use<br />
technology in general. As the use of digital plat<strong>for</strong>ms <strong>for</strong> marketing is supposed to be a part of the<br />
overall technology implementati<strong>on</strong> process in an organizati<strong>on</strong>, it may not be possible <strong>for</strong> them to use<br />
digital marketing techniques <strong>for</strong> their business growth without adopting technology as a corporate<br />
culture.<br />
3. Almost all the companies are using the old-generati<strong>on</strong> Web and have created their static Websites.<br />
Some d<strong>on</strong>’t have even their Websites. And they admit that static Websites are not quite helpful <strong>for</strong><br />
their brand promoti<strong>on</strong>. When they were explained about the c<strong>on</strong>temporary Web 2.0 (collaborative<br />
Web), all are eager to adopt it <strong>for</strong> their marketing activities. However, there is an acute shortage of<br />
skills in India <strong>for</strong> handling digital c<strong>on</strong>tent and communicati<strong>on</strong>s work using latest technology plat<strong>for</strong>ms.<br />
Since most of these companies work with limited marketing budgets, they will not be able to hire<br />
external resources that are very expensive. Likewise, it is not possible <strong>for</strong> them to create internal<br />
resources to handle digital marketing work.<br />
4. As the companies covered under the programme do not understand c<strong>on</strong>tent and marcom c<strong>on</strong>cepts,<br />
their traditi<strong>on</strong>al marketing literature (including company profiles, product in<strong>for</strong>mati<strong>on</strong>, brochures, etc.)<br />
is not in order. <strong>Digital</strong> marketing will be helpful if their basic marketing literature is created in a<br />
professi<strong>on</strong>al manner.<br />
5. While digital marketing can open up business opportunities <strong>for</strong> these SMEs in export markets, they<br />
need to improve their product quality with competitive pricing by automating their various business<br />
processes to cut costs and increase productivity.<br />
7
Recommendati<strong>on</strong>s<br />
Factory Visits <strong>for</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Programme in Delhi - Gurga<strong>on</strong><br />
1. These SMEs should be provided a complete handholding to help them build their dedicated<br />
marketing departments that should be able to implement the integrated marketing strategy (using<br />
traditi<strong>on</strong>al as well as digital channels) in a phased manner.<br />
2. A collaborative digital marketing strategy can be made and implemented at the state or SME cluster<br />
level <strong>for</strong> promoting the brands of individual companies in the domestic as well as export markets<br />
through a comm<strong>on</strong> plat<strong>for</strong>m.<br />
3. A new dedicated Website can be created to provide these companies with regular educative<br />
in<strong>for</strong>mati<strong>on</strong> using multimedia technologies. Raman Media Network (RMN) Company can offer its<br />
services <strong>for</strong> carrying out this project.<br />
4. It is extremely difficult to implement technology soluti<strong>on</strong>s without having good knowledge of English<br />
language. Exclusive English language training programmes should be organized <strong>for</strong> SMEs.<br />
5. As marketing activities will be effective if the marketing c<strong>on</strong>tent is str<strong>on</strong>g, all business units need to<br />
acquire business communicati<strong>on</strong> skills. Special soft skills and business communicati<strong>on</strong> skills<br />
programmes should be organized <strong>for</strong> these business units. For this, Raman Media Network (RMN)<br />
Company can offer its services.<br />
6. <strong>Digital</strong> marketing must be introduced as a compulsory subject in the local educati<strong>on</strong>al institutes that<br />
produce work<strong>for</strong>ce <strong>for</strong> plastics manufacturing units. Raman Media Network (RMN) Company can offer<br />
its services to introduce these courses.<br />
Raman Media Network (RMN) Company can offer its services to make end-to-end strategy to help SMEs<br />
use digital plat<strong>for</strong>ms effectively to promote their businesses in the domestic as well as export markets.<br />
8
The strategy will cover c<strong>on</strong>tent and communicati<strong>on</strong>s needs of different companies al<strong>on</strong>g with human<br />
resource development areas.<br />
Feedback<br />
Highlights of the feedback provided by participants:<br />
“Web 2.0 was a revelati<strong>on</strong>, awareness to digital marketing enlightening”<br />
“We will give now more importance to the website and improve its c<strong>on</strong>tent.”<br />
“Came to know of many new ways of marketing, still to apply and check the results”<br />
9
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program<br />
i-Marketer<br />
by<br />
Raman Media Network (RMN) Company<br />
www.rmncompany.com<br />
In Associati<strong>on</strong> with<br />
United Nati<strong>on</strong>s Industrial Development Organizati<strong>on</strong> (<strong>UNIDO</strong>)<br />
(Internati<strong>on</strong>al Center <strong>for</strong> Advancement of Manufacturing Technology)<br />
December 2012<br />
Author: Rakesh Raman<br />
Copyright © 2012 by Raman Media Network (RMN) Company. All rights reserved.<br />
No part of this literature should be copied, reproduced, translated or stored in a retrieval system or transmitted in any other <strong>for</strong>m or<br />
by any means including electr<strong>on</strong>ic, mechanical, recording or photocopying – without the prior written permissi<strong>on</strong> of the producer –<br />
Raman Media Network (RMN) Company.<br />
Page 2 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
C O N T E N T S<br />
About the Program 4<br />
Course Objectives 5<br />
Course Modules 6<br />
Traditi<strong>on</strong>al <strong>Marketing</strong> 7<br />
<strong>Digital</strong> <strong>Marketing</strong> 8<br />
Need <strong>for</strong> <strong>Digital</strong> <strong>Marketing</strong> 9<br />
<strong>Digital</strong> <strong>Marketing</strong> Channels 10<br />
<strong>Digital</strong>ly C<strong>on</strong>nected World 11<br />
<strong>Digital</strong> <strong>Marketing</strong> Methods 12<br />
<strong>Digital</strong> Advertising 13<br />
<strong>Digital</strong> Ad Pricing 14<br />
Online Social Media 15<br />
<strong>Digital</strong> <strong>Marketing</strong> Impact Analysis 16<br />
About the Author 17<br />
About RMN Company 18<br />
Page 3 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
About the Program<br />
With the proliferati<strong>on</strong> of digital technologies, today it has become an imperative <strong>for</strong> businesses of all<br />
types to adopt digital plat<strong>for</strong>ms <strong>for</strong> their business processes. Am<strong>on</strong>g these processes, business<br />
communicati<strong>on</strong> is an important area where digital can play a special role.<br />
While traditi<strong>on</strong>al methods of business communicati<strong>on</strong>s have many limitati<strong>on</strong>s in the c<strong>on</strong>temporary always<strong>on</strong><br />
envir<strong>on</strong>ment, digital tools and techniques promise to overcome those limitati<strong>on</strong>s and help you<br />
communicate with your buyers, suppliers, employees, partners, and other stakeholders in all parts of the<br />
world.<br />
Moreover, digital channels help you reach out to new buyers and market your brands in those global<br />
terrains that you could not cover with archaic, old-fashi<strong>on</strong>ed marketing means. Thus, digital marketing<br />
results in business growth.<br />
<strong>Digital</strong> tools and techniques promise to help<br />
you communicate with your buyers,<br />
suppliers, employees, partners, and other<br />
stakeholders in all parts of the world.<br />
Obviously, the demand <strong>for</strong> digital is greater than the supply while there’s always a scarcity of digital<br />
marketing skills. It is difficult <strong>for</strong> companies to create internal resources and there are not many digital<br />
marketing schools that can produce employable work<strong>for</strong>ce.<br />
To address this growing need <strong>for</strong> digital marketing and equip small and medium businesses (SMBs) with<br />
requisite skills, RMN Company has launched its digital marketing educati<strong>on</strong> initiative i-Marketer.<br />
The main objective of the program is to sensitize<br />
small and medium enterprises (SMEs) in the<br />
manufacturing sector about the efficient use of<br />
in<strong>for</strong>mati<strong>on</strong> and communicati<strong>on</strong>s technology.<br />
This educati<strong>on</strong> program is being offered in associati<strong>on</strong> with United Nati<strong>on</strong>s Industrial Development<br />
Organizati<strong>on</strong> (<strong>UNIDO</strong>) Internati<strong>on</strong>al Center <strong>for</strong> Advancement of Manufacturing Technology (<strong>UNIDO</strong>-<br />
<strong>ICAMT</strong>).<br />
The main objective of the program is to sensitize small and medium enterprises (SMEs) in the<br />
manufacturing sector about the efficient use of in<strong>for</strong>mati<strong>on</strong> and communicati<strong>on</strong>s technology (ICT)<br />
including digital plat<strong>for</strong>ms <strong>for</strong> achieving business growth.<br />
Page 4 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
Course Objectives<br />
The objective of our i-Marketer course is to impart the fundamental knowledge about the digital<br />
marketing c<strong>on</strong>cepts while relating them with traditi<strong>on</strong>al marketing with which the participants are more<br />
familiar. This method of instructi<strong>on</strong>s is supposed to simplify the delivery of training to the participants.<br />
While the training happens in an interactive, participatory ambiance, the c<strong>on</strong>cepts are explained through<br />
real-life business scenarios. Am<strong>on</strong>g the objectives of the program is to equip the participants understand<br />
the digital marketing fundamentals and apply their skills in their respective business roles.<br />
The course c<strong>on</strong>tents are specially designed <strong>for</strong><br />
corporate executives to provide them with ample<br />
perspective about the digital technologies <strong>for</strong><br />
brand communicati<strong>on</strong>s.<br />
The course c<strong>on</strong>tents are specially designed <strong>for</strong> corporate executives to provide them with ample<br />
perspective about the digital technologies <strong>for</strong> brand communicati<strong>on</strong>s so that they could understand the<br />
finer nuances of digitally c<strong>on</strong>nected business world.<br />
After attending the training program, it will be much easier <strong>for</strong> participants to further study the subject <strong>on</strong><br />
their own to meet the specific requirements of their organizati<strong>on</strong>s.<br />
As this is a crash course, its scope is to explain the “What-Is” part of digital communicati<strong>on</strong>s – and not the<br />
“How-To” part. In other words, the course will let participants know the c<strong>on</strong>cepts but they will need further<br />
support to implement these c<strong>on</strong>cepts in their working envir<strong>on</strong>ment.<br />
Page 5 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
Course Modules<br />
The i-Marketer course will cover the following modules using a systematic instructi<strong>on</strong>al methodology.<br />
Traditi<strong>on</strong>al <strong>Marketing</strong> C<strong>on</strong>cepts<br />
<strong>Digital</strong> <strong>Marketing</strong> C<strong>on</strong>cept<br />
Need <strong>for</strong> <strong>Digital</strong> <strong>Marketing</strong><br />
<strong>Digital</strong> <strong>Marketing</strong> Channels<br />
<strong>Digital</strong> <strong>Marketing</strong> Comp<strong>on</strong>ents<br />
Social Media Management<br />
<strong>Digital</strong> Advertising Plat<strong>for</strong>ms<br />
<strong>Digital</strong> Ad Pricing<br />
Search Engine <strong>Marketing</strong><br />
<strong>Digital</strong> Impact Analysis<br />
The above modules are structured under three main subject areas: <strong>Marketing</strong>, Resources, and<br />
Advertising.<br />
Page 6 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
Traditi<strong>on</strong>al <strong>Marketing</strong><br />
When we use digital technologies, the principles of traditi<strong>on</strong>al marketing remain intact. In fact, digital<br />
marketing is used to improve traditi<strong>on</strong>al marketing approach.<br />
Product development, <strong>for</strong> example, will be required <strong>for</strong> traditi<strong>on</strong>al as well as digital marketing. However, in<br />
the latter case, we will need to improve the product development process bringing more quality into it<br />
because now we will be targeting global c<strong>on</strong>sumers and facing a tougher competiti<strong>on</strong>.<br />
Your new pricing will be based <strong>on</strong> a lowmargin-high-volume<br />
<strong>for</strong>mula. With lower<br />
pricing, you can be more competitive in the<br />
market.<br />
Similarly, the product positi<strong>on</strong>ing will be more prudent keeping in view the expanded c<strong>on</strong>sumer base. As<br />
digital marketing is supposed to increase your sales volumes, you can redefine your product pricing which<br />
can be based <strong>on</strong> lower margins. So, your new pricing will be based <strong>on</strong> a low-margin-high-volume <strong>for</strong>mula.<br />
With lower pricing, you can be more competitive in the market.<br />
<strong>Digital</strong> marketing w<strong>on</strong>’t change the<br />
traditi<strong>on</strong>al marketing systems. But it will<br />
make them str<strong>on</strong>ger to achieve business<br />
growth <strong>for</strong> your company.<br />
When your c<strong>on</strong>sumer base expands with the help of digital marketing, you will need to create new<br />
channels in different markets to distribute and sell your products and services. Moreover, you will make<br />
more robust marketing communicati<strong>on</strong>s processes to promote your brands using digital plat<strong>for</strong>ms.<br />
Thus, digital marketing w<strong>on</strong>’t change the traditi<strong>on</strong>al marketing systems. But it will make them str<strong>on</strong>ger to<br />
achieve business growth <strong>for</strong> your company.<br />
Page 7 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong> <strong>Marketing</strong><br />
Although digital marketing is a dynamic subject, a practical definiti<strong>on</strong> <strong>for</strong> digital marketing can be: the<br />
use of digital technologies <strong>for</strong> brand communicati<strong>on</strong>s, c<strong>on</strong>sumer engagement, sales, and after-sales<br />
support – in the current always-<strong>on</strong> business world.<br />
<strong>Digital</strong> marketing is also called interactive marketing, <strong>on</strong>line marketing, Web marketing, or Internet<br />
marketing. It uses computer technology and Internet to achieve its objectives.<br />
<strong>Digital</strong> marketing is the use of digital<br />
technologies <strong>for</strong> brand communicati<strong>on</strong>s,<br />
c<strong>on</strong>sumer engagement, sales, and after-sales<br />
support – in the current always-<strong>on</strong> business<br />
world.<br />
The most important comp<strong>on</strong>ent of digital marketing is c<strong>on</strong>tent, which can be in the <strong>for</strong>m of text, pictures,<br />
graphics, animati<strong>on</strong>, audio, or video.<br />
Factory visits during <strong>UNIDO</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Program in Balasore, November 2012<br />
In today’s closely c<strong>on</strong>nected world, it is not possible to achieve organizati<strong>on</strong>al targets without using the<br />
right c<strong>on</strong>tent, delivered to the right audience, at the right time, using the right communicati<strong>on</strong>s channels.<br />
As c<strong>on</strong>tent is the backb<strong>on</strong>e of any digital<br />
marketing exercise, you need to create and<br />
deliver fresh c<strong>on</strong>tent <strong>for</strong> all types of<br />
c<strong>on</strong>sumers using various digital comp<strong>on</strong>ents.<br />
As c<strong>on</strong>tent is the backb<strong>on</strong>e of any digital marketing exercise, you need to create and deliver fresh c<strong>on</strong>tent<br />
<strong>for</strong> all types of c<strong>on</strong>sumers using various digital comp<strong>on</strong>ents.<br />
Page 8 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
Need <strong>for</strong> <strong>Digital</strong> <strong>Marketing</strong><br />
While using digital marketing, the underlying principles of marketing remain the same that you normally<br />
use in traditi<strong>on</strong>al marketing. However, the business results achieved through digital marketing are far<br />
better than those got with traditi<strong>on</strong>al techniques.<br />
Moreover, it is important to note that <strong>for</strong> most businesses, digital marketing is not supposed to replace<br />
traditi<strong>on</strong>al approach. Rather, it supplements and significantly improves the traditi<strong>on</strong>al marketing ef<strong>for</strong>ts.<br />
The biggest advantage of digital is its reach. <strong>Digital</strong> channels can c<strong>on</strong>nect your business everywhere in<br />
the world where computer and Internet can be used. Traditi<strong>on</strong>al marketing methods have limited reach.<br />
For example, a newspaper or a magazine can have circulati<strong>on</strong> in the local areas. And a TV program<br />
cannot go bey<strong>on</strong>d its prescribed territory.<br />
<strong>Digital</strong> channels can c<strong>on</strong>nect your<br />
business everywhere in the world where<br />
computer and Internet can be used.<br />
So, your brand advertisement in a publicati<strong>on</strong> or TV will have <strong>on</strong>ly limited reach. <strong>Digital</strong> overcomes this<br />
limitati<strong>on</strong>. Moreover, the cost of brand promoti<strong>on</strong> with digital is negligibly small as compared to traditi<strong>on</strong>al<br />
means of promoti<strong>on</strong>.<br />
That’s not all. While using digital channels, you can deliver your brand messages instantly. And you can<br />
also schedule the delivery of messages in such a way that they reach out to your buyers when they are<br />
ready to receive them.<br />
A benefit of digital plat<strong>for</strong>ms is that you can<br />
empirically measure the impact of your<br />
marketing campaigns.<br />
Another benefit of digital plat<strong>for</strong>ms is that you can empirically measure the impact of your marketing<br />
campaigns. Thus, you are in a better positi<strong>on</strong> to estimate your Return <strong>on</strong> Investment (RoI) made <strong>on</strong> digital<br />
marketing programs.<br />
Page 9 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong> <strong>Marketing</strong> Channels<br />
Primarily, there are two digital marketing channels: Web and Mobile. Out of these two, Web is widely<br />
used while mobile has some limitati<strong>on</strong>s, as mobile technology is not yet fully developed.<br />
As a mobile handset’s small screen size and its short battery life are am<strong>on</strong>g the major irritants <strong>for</strong><br />
c<strong>on</strong>sumers, it’s difficult to run multimedia digital marketing campaigns <strong>on</strong> mobile devices.<br />
Factory visits during <strong>UNIDO</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Program in Bhubaneswar, November 2012<br />
Moreover, mobiles’ reach is also dependent <strong>on</strong> network operators. Thus, like TV, mobile marketing has<br />
limited reach. Currently, mobile ph<strong>on</strong>es are mostly used <strong>for</strong> SMS-based brand messaging.<br />
Using Web-based sales and marketing channels, you<br />
can also sell your products and services to buyers in<br />
your local as well as export markets.<br />
On the other hand, Web does not have any such limitati<strong>on</strong>s. With its flexible in<strong>for</strong>mati<strong>on</strong> management<br />
structure, Web can c<strong>on</strong>nect your business in all parts of the world. As Web is always <strong>on</strong>, it ensures<br />
business c<strong>on</strong>tinuity.<br />
You can not <strong>on</strong>ly c<strong>on</strong>vey your brand messages through Web-based sales and marketing channels, but<br />
you can also sell your products and services to buyers in your local as well as export markets. Web helps<br />
you stay c<strong>on</strong>nected around the clock.<br />
Page 10 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong>ly C<strong>on</strong>nected World<br />
Today, the adopti<strong>on</strong> of digital technologies is an imperative <strong>for</strong> all businesses that are targeting growth.<br />
As most c<strong>on</strong>sumers are digitally c<strong>on</strong>nected and spend most of their time <strong>on</strong> the Web, businesses need to<br />
develop a follow-the-c<strong>on</strong>sumer approach. That means, the brand communicati<strong>on</strong>s should follow the<br />
c<strong>on</strong>sumers wherever they are, all the time.<br />
With the proliferati<strong>on</strong> of digital plat<strong>for</strong>ms, the traditi<strong>on</strong>al communicati<strong>on</strong> channels are losing their<br />
importance because most c<strong>on</strong>sumer eyeballs are shifting toward digital. And businesses are redesigning<br />
their marketing strategies that revolve around digital media.<br />
As most c<strong>on</strong>sumers are digitally c<strong>on</strong>nected and<br />
spend most of their time <strong>on</strong> the Web, businesses<br />
need to develop a follow-the-c<strong>on</strong>sumer approach.<br />
You can estimate the level of digital growth from these numbers. Today, in the world populati<strong>on</strong> of 7<br />
billi<strong>on</strong>, there are more than 2 billi<strong>on</strong> Internet users who are using Internet to get all types of in<strong>for</strong>mati<strong>on</strong><br />
from the Web while more than 4 billi<strong>on</strong> users have mobile ph<strong>on</strong>es. That means, approximately <strong>on</strong>e in<br />
every 4 pers<strong>on</strong>s is using Internet and <strong>on</strong>e in every 2 owns a mobile device.<br />
<strong>UNIDO</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Program in Balasore, November 2012<br />
Social media, which is a relatively new phenomen<strong>on</strong> <strong>on</strong> the Web, c<strong>on</strong>nects 1.5 billi<strong>on</strong> people all across<br />
the world. And there are nearly 1 billi<strong>on</strong> Websites that are c<strong>on</strong>stantly delivering in<strong>for</strong>mati<strong>on</strong> to the users.<br />
And this digital network is still expanding phenomenally.<br />
So, can you ignore this digitally c<strong>on</strong>nected world where your c<strong>on</strong>sumers reside? No. You need to plan<br />
your transiti<strong>on</strong> from traditi<strong>on</strong>al to digital. The so<strong>on</strong>er the better.<br />
Page 11 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong> <strong>Marketing</strong> Methods<br />
There are various digital comp<strong>on</strong>ents that can carry your brand c<strong>on</strong>tent and deliver it to the c<strong>on</strong>sumers.<br />
You need to customize your c<strong>on</strong>tent <strong>for</strong> a particular comp<strong>on</strong>ent.<br />
Website is the most important of these comp<strong>on</strong>ents that companies or brands must have <strong>for</strong> all their<br />
brand communicati<strong>on</strong> needs. You can also have a smaller Website – called a microsite – <strong>for</strong> a sub-brand<br />
or a particular brand campaign. A microsite resides within a Website.<br />
Similarly, a blog (also called Weblog) can be an independent Website or part of a site <strong>for</strong> a company.<br />
Blogs are also used to regularly communicate with your buyers, employees, suppliers and others.<br />
Blogs are used to regularly communicate with your<br />
buyers, employees, suppliers and others.<br />
As you have seen that direct mailers are widely used by traditi<strong>on</strong>al marketers to stay in touch with buyers,<br />
the direct mailing in digital marketing is d<strong>on</strong>e through electr<strong>on</strong>ic direct mailers or eDMs. This is a very<br />
effective digital method <strong>for</strong> marketing your products and services.<br />
On the mobiles side, mobile messaging is a widely used marketing technique while mobile applicati<strong>on</strong>s,<br />
mobile games, mobile social networking are also used <strong>for</strong> mobile marketing.<br />
Moreover, press releases <strong>for</strong> media communicati<strong>on</strong>s, corporate and product videos, animati<strong>on</strong>s, etc. are<br />
am<strong>on</strong>g the other methods used <strong>for</strong> digital marketing.<br />
The high-end marketing c<strong>on</strong>tent comp<strong>on</strong>ents<br />
may include infomercials, digital comics,<br />
Webisodes, and Internet memes.<br />
The high-end marketing c<strong>on</strong>tent comp<strong>on</strong>ents may include infomercials, digital comics, Webisodes, and<br />
Internet memes.<br />
All these comp<strong>on</strong>ents are like c<strong>on</strong>tent vehicles that travel <strong>on</strong> the Internet or mobile networks to deliver<br />
your c<strong>on</strong>tent to the c<strong>on</strong>sumers. As these c<strong>on</strong>tent vehicles are not useful without c<strong>on</strong>tent, you can see that<br />
c<strong>on</strong>tent is the backb<strong>on</strong>e of any marketing exercise.<br />
Page 12 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong> Advertising<br />
As we have seen in traditi<strong>on</strong>al marketing, advertising is am<strong>on</strong>g the most popular <strong>for</strong>ms of brand<br />
promoti<strong>on</strong>. <strong>Digital</strong> media offers multiple ways to companies that they can use to advertise their products<br />
and services.<br />
<strong>Digital</strong> ads can be in the <strong>for</strong>m of banners, embedded links or plain text. The banners are created in<br />
standard-sized rectangles or squares that appear as still images, videos or animati<strong>on</strong>s <strong>on</strong> Websites.<br />
Embedded links and text links are also am<strong>on</strong>g the ad <strong>for</strong>mats that give users more in<strong>for</strong>mati<strong>on</strong> when they<br />
click <strong>on</strong> them.<br />
All ads in different <strong>for</strong>mats are linked (or<br />
hyperlinked) with other Web pages that carry<br />
detailed in<strong>for</strong>mati<strong>on</strong> about a company, its<br />
products and services.<br />
All ads in different <strong>for</strong>mats are linked (or hyperlinked) with other Web pages that carry detailed<br />
in<strong>for</strong>mati<strong>on</strong> about a company, its products and services.<br />
Factory visits during <strong>UNIDO</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Program in Balasore, November 2012<br />
You can advertise through ad exchanges that work as <strong>on</strong>line, automated interfaces between advertisers<br />
and publishers. You can also directly c<strong>on</strong>tact the publishers of media properties to display your ads.<br />
Similarly, you can advertise through search engines.<br />
The search engine ads appear al<strong>on</strong>gside the search results when a user is searching <strong>for</strong> some<br />
in<strong>for</strong>mati<strong>on</strong> related to your brand or industry.<br />
Page 13 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong> Ad Pricing<br />
Like in the case of newspapers, magazines or TV, the ad rates differ <strong>on</strong> different digital media properties<br />
depending <strong>on</strong> their popularity am<strong>on</strong>g the c<strong>on</strong>sumers. There are various ad pricing models that you can<br />
choose based <strong>on</strong> your requirement.<br />
For example, in the Cost per Click (CPC) model, the advertisers pay to the publishers when a c<strong>on</strong>sumer<br />
clicks <strong>on</strong> their text or banner ad unit. Cost per millennium (CPM) rates are based <strong>on</strong> the impressi<strong>on</strong>s<br />
instead of clicks. Advertisers pay a certain amount to the publishers <strong>for</strong> every 1,000 impressi<strong>on</strong>s served<br />
through their Web properties.<br />
Factory visits during <strong>UNIDO</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Program in Balasore, November 2012<br />
Similarly, Cost per Period (CPP) is based <strong>on</strong> the time <strong>for</strong> which your ad is displayed <strong>on</strong> a publisher’s<br />
Website. In this case, advertisers pay a fixed amount to the publisher <strong>for</strong> a fixed period of time – say, with<br />
weekly or m<strong>on</strong>thly payment opti<strong>on</strong>s.<br />
It is much easier <strong>for</strong> advertisers to estimate<br />
the Return <strong>on</strong> Investment (RoI) <strong>for</strong> their ads<br />
in digital envir<strong>on</strong>ment – which is not<br />
possible in traditi<strong>on</strong>al advertising.<br />
Besides, there are per<strong>for</strong>mance-based ad opti<strong>on</strong>s. That means, advertisers will pay <strong>on</strong>ly when they get<br />
business benefit though their advertisements. In the Cost per Lead (CPL) opti<strong>on</strong>, advertisers will pay to<br />
the publisher when there’s a qualified business lead from potential buyers.<br />
And in Cost per Acquisiti<strong>on</strong> (CPA) business model, advertisers pay <strong>on</strong>ly when they get actual c<strong>on</strong>versi<strong>on</strong>s<br />
from their ads. That means, they will pay when they are able to generate business through their ads.<br />
Thus, you can see that it is much easier <strong>for</strong> advertisers to estimate the Return <strong>on</strong> Investment (RoI) <strong>for</strong><br />
their ads in digital envir<strong>on</strong>ment – which is not possible in traditi<strong>on</strong>al advertising.<br />
Page 14 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
Online Social Media<br />
Social media is a relatively new development in the Web space. Social media sites allow users from all<br />
over the world to interact with each other <strong>on</strong> diverse subjects. Estimates suggest that social media sites<br />
c<strong>on</strong>nect 1.5 billi<strong>on</strong> people all across the world.<br />
As many of them are presumed to be the c<strong>on</strong>sumers of various products and services, marketers target<br />
them through social media messaging to promote their brands. There are further categories of social<br />
media sites including general-purpose sites, professi<strong>on</strong>al networks, and microblogging sites.<br />
Facebook, Google+, LinkedIn, and Twitter are some of the popular social networks. Similarly, YouTube<br />
<strong>for</strong> video sharing and Pinterest <strong>for</strong> picture sharing are the other examples of social networking sites.<br />
You can use social media sites in different ways. For example, you can create your own profile, c<strong>on</strong>nect<br />
with other users, and start sharing your brand in<strong>for</strong>mati<strong>on</strong> with people in your network. You can also<br />
create an exclusive page or secti<strong>on</strong> about your company or brand <strong>on</strong> a social network and invite others to<br />
c<strong>on</strong>nect with that page. All this can be d<strong>on</strong>e free of charge.<br />
Today, the most important aspect of social<br />
communicati<strong>on</strong>s is to build and manage<br />
c<strong>on</strong>sumer communities around your brand.<br />
However, it is not very easy to attract users to your brand messages. Social media messaging is a highly<br />
specialized job. It is easy to create your social media presence through profiles or pages. But you can<br />
attract other eyeballs toward your brand <strong>on</strong>ly with right messaging scheduled at different time periods<br />
while targeting different groups of users.<br />
The number of users c<strong>on</strong>nected with your social media page w<strong>on</strong>’t have any significance in the absence<br />
of their engagement with your brand messages. Level of engagement is the <strong>on</strong>ly measure to evaluate the<br />
success of your social media-based promoti<strong>on</strong>s.<br />
Engagement can be in the <strong>for</strong>m of users’ comments and sharing of your in<strong>for</strong>mati<strong>on</strong>. Although there are<br />
quantitative tools available to estimate social media engagement, they are not quite effective. A true<br />
impact of your social media campaigns can be measured <strong>on</strong>ly with qualitative analysis, which is a very<br />
difficult task.<br />
Although you need not pay <strong>for</strong> using most social media sites, you can also advertise your brands <strong>on</strong> them<br />
<strong>for</strong> which you will have to pay to the social networking service providers. As social media communicati<strong>on</strong>s<br />
is a highly specialized job, you may have to hire these services though the skills availability is scarce.<br />
While most public social media properties have not yet established their utility <strong>for</strong> marketers, big<br />
companies have started creating their own private social networks to interact with their buyers and other<br />
stakeholders like channel partners.<br />
Today, the most important aspect of social communicati<strong>on</strong>s is to build and manage c<strong>on</strong>sumer<br />
communities around your brand. So, big brands are managing such communities <strong>for</strong> all types of brand<br />
communicati<strong>on</strong>s. They are educating their buyers and resellers by delivering multimedia c<strong>on</strong>tent through<br />
such private networks. Companies are also offering after-sales support to buyers using these community<br />
networks.<br />
The <strong>on</strong>line communities can be created <strong>for</strong> customers, resellers, employees, investors, suppliers, etc.<br />
depending <strong>on</strong> your requirement. And <strong>on</strong>ly c<strong>on</strong>tent can drive these communities.<br />
Page 15 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
<strong>Digital</strong> <strong>Marketing</strong> Impact Analysis<br />
A significant advantage of digital marketing is that you can m<strong>on</strong>itor the progress of your marketing<br />
campaigns and estimate the Return <strong>on</strong> Investment (RoI) <strong>on</strong> such campaigns. Today, there are software<br />
tools called analytic tools available to separately measure the impact of Web and social media marketing<br />
campaigns.<br />
Using Web analytic tools, you can know the level of external interacti<strong>on</strong> with your brand Website. This<br />
can be in terms of number of visitors, their time span <strong>on</strong> the site, number of pages they visit, exact pages<br />
they visit, countries and cities from where they come, and so <strong>on</strong>.<br />
Factory visits during <strong>UNIDO</strong> <strong>Digital</strong> <strong>Marketing</strong> <str<strong>on</strong>g>Training</str<strong>on</strong>g> Program in Balasore, November 2012<br />
The analysis of data obtained through analytics can help you improve the c<strong>on</strong>tent <strong>on</strong> your Website so that<br />
the interacti<strong>on</strong> level gets improved. For example, if your “C<strong>on</strong>tact” page is being visited frequently, you<br />
must ensure that all your c<strong>on</strong>tact channels like teleph<strong>on</strong>e, fax, e-mail, etc. menti<strong>on</strong>ed <strong>on</strong> the page are<br />
working properly.<br />
The objective is to provide a smooth<br />
communicati<strong>on</strong>s facility to the site visitors – many<br />
of whom can be your potential customers.<br />
Moreover, you can improve this page giving separate c<strong>on</strong>tacts <strong>for</strong> different types of visitors such as<br />
customers, channel partners, media people, and so <strong>on</strong>. You can even offer an <strong>on</strong>line “Chat” opti<strong>on</strong> to<br />
people who visit your “C<strong>on</strong>tact” page. The objective is to provide a smooth communicati<strong>on</strong>s facility to the<br />
site visitors – many of whom can be your potential customers.<br />
Similarly, social media analytic tools provide you the data related to user interacti<strong>on</strong> with your social<br />
media pages. You can know about the number of visitors, their comments, social sharing or distributi<strong>on</strong> of<br />
your posts or brand messages, and so <strong>on</strong>.<br />
While Web and social media analytic tools give you a quantitative analysis of the impact of your<br />
marketing and brand communicati<strong>on</strong>s campaigns, it is always better to do a qualitative analysis to exactly<br />
know the quality of user interacti<strong>on</strong>, which is more important than mere quantity.<br />
Page 16 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
About the Author/Speaker/Presenter –<br />
Rakesh Raman<br />
Rakesh Raman has more than 20 years of experience in the<br />
technology and media markets as a technologist, senior tech journalist,<br />
analyst, and columnist.<br />
These days, he is specializing in <strong>Digital</strong> / New Media including Social<br />
Media communicati<strong>on</strong>s. At present, Rakesh is also working as the<br />
Managing Editor of his company’s global c<strong>on</strong>tent sites: Raman Media<br />
Network, RMN Kids, and RMN <strong>Digital</strong>.<br />
Rakesh has been c<strong>on</strong>ferred the Nati<strong>on</strong>al-level government award <strong>for</strong><br />
his c<strong>on</strong>tributi<strong>on</strong> in the field of technology journalism, which has been a<br />
unique distincti<strong>on</strong> in the country. The award was presented to him at<br />
the Republic Day functi<strong>on</strong>.<br />
Besides holding senior editorial positi<strong>on</strong> with top media companies,<br />
Rakesh was writing an exclusive edit-page tech business column<br />
(named Technophile) regularly <strong>for</strong> The Financial Express (a daily business newspaper of The Indian<br />
Express group). The column covered emerging pers<strong>on</strong>al and enterprise technology trends, evoluti<strong>on</strong> in<br />
the digital / new-media business, and technology applicati<strong>on</strong>s <strong>for</strong> digital gaming and film-based<br />
entertainment.<br />
He has anchored nati<strong>on</strong>wide technology events and training programs <strong>for</strong> some of the top local and<br />
internati<strong>on</strong>al companies.<br />
At present, Rakesh is also managing a “Tech-Wise Knowledge Center <strong>for</strong> SMBs” <strong>on</strong> RMN <strong>Digital</strong> site<br />
to provide useful and acti<strong>on</strong>able in<strong>for</strong>mati<strong>on</strong> to small and medium businesses (SMBs) so that they could<br />
benefit from technology deployment in the most efficient and cost-effective way.<br />
Am<strong>on</strong>g other internati<strong>on</strong>al technology c<strong>on</strong>tent projects, he has launched – “Raman’s Tech Tale Series –<br />
Knowledge Stories <strong>for</strong> Children,” a book series aimed to spread technology awareness am<strong>on</strong>g children<br />
through short stories. This work has also found a menti<strong>on</strong> in Bookbird, a journal of internati<strong>on</strong>al children’s<br />
literature, produced by IBBY, the Internati<strong>on</strong>al Board <strong>on</strong> Books <strong>for</strong> Young People.<br />
After doing his M.Sc. and Computer Science orientati<strong>on</strong> from Panjab University, Chandigarh, he has<br />
worked as a software developer <strong>for</strong> about seven years with a couple of leading technology companies at<br />
Mohali, Chandigarh (India).<br />
His areas of interest are c<strong>on</strong>tent and brand communicati<strong>on</strong>s strategy design <strong>for</strong> the upcoming <strong>on</strong>line<br />
virtual worlds and c<strong>on</strong>tent development and management <strong>for</strong> the future Semantic Web.<br />
Page 17 of 18
<strong>Digital</strong> <strong>Marketing</strong> Educati<strong>on</strong> Program by RMN Company<br />
ANNEX-1<br />
About RMN Company<br />
Raman Media Network (RMN) Company is a leading integrated media company using traditi<strong>on</strong>al as well<br />
digital media <strong>for</strong> providing its c<strong>on</strong>tent services. The company is working in diversified c<strong>on</strong>tent creati<strong>on</strong>,<br />
management, and distributi<strong>on</strong> businesses <strong>on</strong> a global scale.<br />
While c<strong>on</strong>tent <strong>for</strong> the mass markets is the backb<strong>on</strong>e of its operati<strong>on</strong>s, it is building allied businesses<br />
around multiple c<strong>on</strong>tent streams. The company’s business activities cover three essential comp<strong>on</strong>ents:<br />
C<strong>on</strong>tent, Communicati<strong>on</strong>s, and Commerce.<br />
Its focus business areas are: Online C<strong>on</strong>tent, Publishing, <strong>Digital</strong> Media Campaigns, and Films.<br />
Areas of Specializati<strong>on</strong><br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
C<strong>on</strong>tent management <strong>for</strong> <strong>on</strong>line sites<br />
<strong>Digital</strong>, <strong>on</strong>line business development<br />
New-media business management<br />
Editorial c<strong>on</strong>tent management <strong>for</strong> <strong>on</strong>line videos and print publicati<strong>on</strong>s<br />
Market research<br />
C<strong>on</strong>tent presentati<strong>on</strong> using innovative and creative methodologies<br />
Corporate and marketing communicati<strong>on</strong>s using new-media, interactive channels<br />
Integrated communicati<strong>on</strong>s, advertising and marketing using Web-based technologies<br />
Social media management<br />
Web and social media analytics<br />
Micro-blogging<br />
Business is being managed by Rakesh Raman, who has more than 20 years of experience with leading<br />
media and c<strong>on</strong>tent companies.<br />
More in<strong>for</strong>mati<strong>on</strong> about the RMN Company: http://www.rmncompany.com/<br />
Page 18 of 18
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