Implementing Digital Marketing Strategies For Nissan Micra Marketing Essay

Implementing Digital Marketing Strategies For Nissan Micra Marketing EssayEXECUTIVE SUMMARYPhonethics Mobile Media develops digital and mobile satiate for promotion of products and services online. There be various tools and platforms aailablc to promote offerings over the internet. To name a few.BloggingMicro-siteOnline GamesFlash GamesBannersSEO (Search Engine Optimization)VideosPicture Galleries hearty Media MarketingThe project required employ the concept of Social Media Optimization to execute the ongoing campaigns successfullyABOUT THE INDUSTRYDigital Marketing is the promoting of brands victimisation all forms of digital advertise. This now includes Television, Radio, cyberspace, mobile and any other form of digital media.Digital Marketing is the practice of promoting products and services utilise digital diffusion channels to reach consumers in a timely, relevant, personal and represent-effective manner.Whilst digital merchandise does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital market includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor.Strategies for Digital MarketingThere are two grassroots digital marketing strategies used by current and potential customers. These two types of digital marketing are called the Push and the Pull. Their methodology for providing information to customers works as followsPull digital marketing the customer seeks information about products and/or services by visiting the companys sources of information pursuiting for the specific product or service information. They are basically requesting to view this specific content. These are typically located in websites, blogs, streaming audio and video sources. Customers have appoint colligate information on other websites or been directed to the companys sources by a referring website to find the information.Advantages No restrictions on file sizeNo opt-in requirementsLow engineering requirements for the companyDisadvantages-Marketing requiredLittle tracking of visitorsNo personalization to keep the visitors coming back.Push digital marketing customers are provided information by receiving or viewing advertisements digitally, such as SMS, RSS, cellphone calls, and so forth, as subscribers of the latest product and service information provided by the company.Advantages Faster fork upy push technologies mickle deliver content immediately as it becomes available.Consistent delivery some push platforms have single content types, making it difficult for the user to block content by type. burst targeting since push technology usually justifies subscription, more specific marketing data may be collected during registration, which allows for bette r targeting and more personalization.Better data marketing data can be correlated to each request for content, allowing marketers to see information such as user name as well as demographic and psychographic data.Disadvantages Smaller audience push technology not implemented on common platforms generally need client and/or server software forrader content can be created, distributed, and/or viewed.Higher cost little commonplace platforms may have higher capital punishment costs.Lesser discoverability smaller audiences mean fewer views mean less visibility in search engines.SOCIAL MEDIA PLATFORMSOn average each adult with a well-disposed networking paginate or visibleness has profiles on 1.6 sites, and 39% of adults have profiles on two or more sites.Half of all current adult social networkers say that they access their profiles at least every other day.Internet marketing, excessively referred to as i-marketing, web-marketing, online-marketing or e-Marketing, is the marke ting of products or services over the Internet.The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant responses and eliciting responses are the unique qualities of the medium. Internet marketing is sometimes considered to be broad in scope because it not merely refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. circumspection of digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.Internet marketing ties together inventive and technical aspects of the Internet, including design, development, advertising, and sales.Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle finished search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strate gies. In 2008, The New York Times working with comScore publish an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in takeition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2,500 times on average per user per month.FacebookFacebook is a social networking website launched on February 4, 2004. The free-access website is privately owned and operated by Facebook, Inc. Users can join networks organized by city, workplace, school, and region to connect and interact with other people. People can also add friends and devote them meats, and update their personal profile to notify friends about themselves. The websites name refers to the paper facebooks depicting members of a campus community that some US colleges and preparatory schools give to incoming students, faculty, and staff as a way to get to know ot her people on campus.Mark Zuckerberg founded Facebook tour he was a student at Harvard University. Website membership was initially bound to Harvard students, but was expanded to other colleges in the Ivy League. It later expanded further to include any university student, then high school students, and, finally, to anyone aged 13 and over. The website currently has more than 120 million active users world enormous.Facebook has met with some controversy over the past few years. It has been blocked intermittently in several countries including Syria, Pakistan and Iran. It has also been banned at many places of work to increase productivity. Privacy has also been an issue, and it has been compromised several times. familiarity mental capacity connectPrimary demographic 25 to 45Ideal fit for entertainment, lifestyle brands, and non-profitsBiggest opportunity using ads to build fansBiggest challenge few appreciate Facebook advertising metrics fans, comments, likes, wall postsHelpful tools Lexicon, ad interface, applications, analytics, connect, etc.OrkutOrkut is a social networking website that is owned and operated by Google Inc. The service is designed to help users meet new friends and maintain existing relationships. The website is named after its creator, Google employee Orkut Bykkkten.Although Orkut is less popular in the United States than competitors Facebook and MySpace, it is one of the most visited websites in India and Brazil. In fact, as of December 2009, 51.09% of Orkuts users are from Brazil, followed by India with 20.02% and United States with 17.28%.Originally hosted in California, in August 2008 Google announced that Orkut would be fully managed and operated in Brazil, by Google Brazil, in the city of Belo Horizonte. This was decided due to the large Brazilian user base and egress of legal issues.As of July 2010, Alexa craft ranked Orkut 65th in the world the website currently has more than speed of light million active users worldwide. Any one of age above 13 years can join orkut. biotic community mindset connectPrimary demographic 15 to 25Ideal fit for entertainment, lifestyle brands, and non-profitsBiggest opportunity Community buildingBiggest challenges vociferous losing market share quicklyMetrics friends, favorites, groups, impressionsHelpful tools Open Platform, Orkut PromoteLinkedInLinkedIn is a business-oriented social networking site. Founded in December 2002 and launched in may 2003, it is mainly used for professional networking. As of 21 June 2010, LinkedIn had more than 70 million registered users, spanning more than 200 countries and territories worldwide. The site is available in English, French, German, Italian, Portuguese and Spanish. social rankThe membership grows by a new member approximately every second. About half of the members are in the United States and 11 million are from Europe. With 3 million users, India is the fastest-growing country as of 2009. The Netherlands has the highest adoption rate per capita outside the US at 30%.Community mindset connectPrimary demographic 35 to 55Ideal fit for service providers, industry associationsBiggest opportunity creating thought windership via QA and GroupsBiggest challenge time commitmentMetrics profile connections, silk hat answers, group members, discussionsHelpful tools Applications, Salesforce plug-inTwitterTwitter is a social networking and microblogging service that enables its users to send and read other user messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the authors profile page. Tweets are publicly visible by default, however senders can restrict message delivery to their friends list. Users may subscribe to other author tweets-this is cognise as following and subscribers are known as followers. As of late 2009, users can follow lists of authors instead of following individual authors.56 All users can send and receive tweets via the Twitter website, compatible external app lications (such as, for smartphones), or by Short Message Service (SMS) available in certain countries.7 While the service is free, accessing it through SMS may incur phone service provider fees. Since its creation in 2006 by Jack Dorsey, Twitter has gained notability and popularity worldwide and currently has more than 100 million users worldwide. It is sometimes described as the SMS of the Internet The use of Twitters application programming interface (API) for sending and receiving SMS from other applications often dominates the direct use of Twitter.Community mindset create (micro blogging)Primary demographic 35 to 45Ideal fit for service industryBiggest opportunity customer service, consumer insight, sales and marketingBiggest challenges noisy reliability issues platform limitationsMetrics followers, replies, retweets, direct messages, custom hashtagsHelpful tools BingTweets, TweetBeep, TweetDeck, HootSuite, CoTweet, Mr. Tweet, Twitalyzer, blog plug-insYouTubeYouTube is a vide o-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. The company is based in San Bruno, California, and uses Adobe Flash Video technology to display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short airplane pilot videos. Most of the content on YouTube has been uploaded by individuals, although media corporations including CBS, BBC, VEVO and other organizations offer some of their material via the site, as part of the YouTube partnership program.Unregistered users can watch the videos, while registered users are permitted to upload an unlimited number of videos. Videos that are considered to contain potentially offensive content are available only to registered users 18 and o lder.Community mindset votePrimary demographic 25 to 45Ideal fit for big brands and entertainmentBiggest opportunity creating viral content (e.g., United Breaks Guitars)Biggest challenges noise conversionsMetrics views, comments, subscribers, ratingsHelpful tools TubeMogul, YouTube InsightABOUT PHONETHICSPhonethics Mobile Media was setup in Feb. 2006. It is essentially a Digital marketing and online promotion firm. The mission of the company-To create character-led Original bailiwickContent Format Short form Video, Animation Audio(15 sec 30 min)For commercial distribution on the wireless and emerging media.The company has its genesis in a 9 year old Advertising and computer film production company, Ethics.Phonethics was founded by Saurabh Gupta along with an angel investor. The company is mentored by Prof. Deepak Jain (Dean- Kellogg College) and enjoys creative support and involvement from actor, Rahul Bose.The company has two divisionsIP products Division Creating Character led contentServices division Executing advertising corporate assignmentsPhonethics specializes in creation of Short From content for the Web and Mobile platforms.Content creation abilitiesIdentifying and conceptualization- Scripting and StoryboardVideo creation Shoot, Edit and produce video productsAnimation 2D and 3DAudio Music and Sound DesignCurrently Phonethics has a library of 8 characters with fully evolved storylines.Each character is representative of a particular proposition plumb of content.The base content for all forms of media is Video, Animation pieces with affiliate products in the form of Ringtones, Wallpapers, etc.PROJECT DETAILSOverviewCampaigns Worked OnTake Care Take point ( An initiative by Garnier Times of India)Nissan MicraResponsibilitiesAt Phonethics, I was absorbed as an employee and put on to the Business Development squad as a team leader. The first month was clogged with sales and promotional work, where I was expected to understand their clients and working style. Combined with constant mentoring and on-the-job training, I got the opportunity to add value to myself as well as the organization.Working on two different brands catering to diverse target audiences threw light on the dynamics of the Indian Markets. In order to successfully and effectively carry out the promotional work it was necessary to understand the needs of the respective clients and cater to them.TAKE lot TAKE CHARGEProject OverviewTake Care Take Charge was promoted by Garnier and Times of India. It was a 45 day campaign built approximately the topic of paper recycling.Beginning from April 22, Over the next 45 days, this campaign helped to build a greenhouse of creative thinkers to help build a greener planet. For every idea received, Garnier and the Times of India bought 10 kilograms of used paper. And on June 5 World Environment Day the campaign culminated with an widely recycled special edition of the Times of India.Many sustainable solutions to envir onmental issues under the following broad themes transport and vehicular pollution heritage and cultural conservation and biodiversity and greening were generated. All the ideas were shared on www.takecaretakecharge.inIdeas was judged on robustness, scalability, ease of implementation and cost. Ten ideas per city was finalized by the Centre of Environment Education. The shortlisted ideas was not only published in the Times of India, but also was recommended to the political relation for implementation.Project ObjectiveTimes of India approached Phonethics with a main objective of creating a buzz about the campaign and invite green ideas from the users across the 6 cities using TOI network as a platform.Promotional Strategies AdoptedWebsite developmentBanner advertisementSearch Engine Marketing (SEM),Social Media Optimization (SMO),Social Media Management (SMM)SMS BurstsFacebook AdsProject ExecutionDesign Development of Website on the Green ThemeBanner advertisements featured in TOI and allied websites.Social Media Engagement in popular social networking sites such as Facebook, Orkut and Twitter.Due to SMO, Traffic to TCTC website increased, Generating LeadsThe Campaign was also optimized in the Mobile world with users being able to send in their ideas using their cellphone which were featured as Daily Contributions in the websiteMailer was sent to each lead asking for a proper description of the idea in the delineate format.Every week , Of the ideas submitted from 6 cities , 10 of them where published as Featured Ideas the in websiteAt end of the campaign, 60 Best Ideas from the 6 cities were published springy StatsImpressions 545, 29,895Clicks 47,565Ideas Registered 5000+Page Views 126,789SCREENSHOTSCity Specific Idea Count was displayed on the Map of IndiaUsers could send in their ideas through their mobile which is published as a insouciant contributionNISSAN MICRAProject OverviewThe All new fourth generation Nissan Micra was unveiled at the 2010 Gen eva Motor Show. Nissan India was planning to launch the small car named Micra in India on 15th July 2010 and its success would play a very crucial and key role in plans of Nissan for Indian Market. New Nissan Micra would be an excellent junto of newer generation cutting edge technology, exceptional design and advanced features. Developed and built on Nissans all-new V-platform, the new Nissan Micra was designed and tested in Japan to be built in at least four overseas locations, and fine-tuned to meet the differing tastes and needs of customers in 160 countries worldwide.The main threat being faced by Nissan in India was the low brand awareness in the minds of Indians. Nissan had to tap into the small car segment that was already wrought with fierce competition.Nissan approached Phonethics Mobile Media to handle the entire digital campaign for Micra. They were concerned about getting maximum number of bookings through the 11 dealers spread across India.Project Objective(s)Create a microsite for lead generationDisplay banner ads on popular websites where the intended small car buying audience visitsCreate and maintain a fan page on the popular social networking website FACEBOOK to facilitate direct interaction with the intended target audienceRun an ad campaign on FacebookReach and interact with the prospective buyers through social media websitesPromotional Strategies AdoptedDo the initial research and check where competitors and other small car makers display banner ads bare greetings to individuals who have shown interest and signed up at the microsite.Create promotional messages for the activity keeping in mind the appropriate forum/community track codes were implemented for independent community managers for tracking and filtering clicks and to generate accurate report of clicks.Update the microsite with the updates of the company.Project ExecutionThe work started off by creating a microsite for generating leads and capturing interest.A FACEBOOK fan page was made and latest updates about Nissan Micra were regularly posted. Customer queries were also managed mainly dealing with the car price, availability and technical specifications.Community managers were appoint the work of posting details about the car on relevant communities and groups.The FACEBOOK fan page generated close to 2000 fans in a short span of a month.FACEBOOK fan page was integral in engaging the audience and generating brand awareness amongst the younger internet savvy crowd.Around 1000 bookings were generated even before the TV ads had started playing.Vital Stats*** Till 17th June10Impressions 95,88,621Clicks 54,447Leads Generated 5861Page Views 153,491SCREEN SHOTSA banner ad on display at a popular website measurement PerformanceThe three most common ways in which online advertising is purchased are CPM, CPC and CPACPM (Cost per Mille), also called Cost per Impression (CPI), is where advertisers pay for exposure of their message to a specific audience. Per m ille means per thousand impressions or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.CPV (Cost per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.CPC (Cost Per Click) is also known as Pay per click (PPC).Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click determine system, advertisers pay for the right to be listed under a series of target rich words hat direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the use makes it to the target site.CPA (Cost per Action) or (Cost per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme , the publisher takes all the risk of rill the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the shell type of rate to charge. Similarly. CPL (Cost per Lead)advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale, Also common, CPO (Cost per Order) advertising is based on each time an order is transacted.Cost per conversion Describes the cost of acquiring a customer typically calculated by dividing the total cost of an ad campaign by the number of conversions. The Definiti on Conversion varies depending on the situation it is sometimes considered to be a lead, a sale or a purchase.CPE (Cost per Engagement) is a form of Cost Per Action pricing first introduced in March 2008.Differing from cost per impression or cost per click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways. PhonethicsThe success of any running campaign can be measured and reviewed using the Google analytics tool.This tool gives a complete break up of where the traffic has originated. The tool gives details about the website from which traffic was generated the search keywords used to to reach the landing page etc.Any campaign can be reviewed on the following parametersNumber of clicks received Campaign-wise, as on any date (beginning from te 1st day of the campaign)Graphical representation of the websites through which traffic is being directed to th desired set down pageRegional graph providing details of where the clicks are coming fromNumber of Clicks, banner ad location wise, which can measure the effectiveness of a particular banner ad.