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 cognitive motif for promotion of growths and service online. There be mixed tools and plat pee-pees aailablc to promote offerings over the net. To hang a few.BloggingMicro-siteOnline GamesFlash GamesBannersSEO (Search locomotive engine Optimization) moving-picture shows convulsion Galleries br separately Media MarketingThe project required utilise the concept of Social Media Optimization to execute the ongoing melts victorfullyABOUT THE INDUSTRYdigital Marketing is the promoting of brands using all forms of digital advertisement. This now includes Television, Radio, Internet, mobile and whatever other form of digital media.Digital Marketing is the practice of promoting products and services using digital distribution channels to top consumers in a timely, germane(predicate), personal and cost-effective manner.Whilst digital commercialise does include many a(prenominal) of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to r distributively people that do not require the subprogram of The Internet. As a result of this non-reliance on the Internet, the field of digital merchandising includes a all in all host of elements such as mobile phones, sms/mms, bring out / banner ads and digital outdoor.Strategies for Digital MarketingThere atomic number 18 two basic digital marketing strategies utilize by current and potential habitudeers. These two instances of digital marketing argon 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 go withs sources of information pursuiting for the detail product or service information. They argon basically requesti ng to view this specific content. These are typically located in websites, blogs, streaming audio and video sources. nodes lead found related information on other websites or been direct to the companys sources by a referring website to find the information.Advantages No restrictions on file size of itNo opt-in requirementsLow technology requirements for the companyDisadvantages-Marketing required slim tracking of visitorsNo personalization to keep the visitors plan of attack back.Push digital marketing customers are provided information by receiving or viewing advertisements digitally, such as SMS, RSS, cellphone calls, etc., as subscribers of the latest product and service information provided by the company.Advantages Faster delivery crowd technologies outho make use of deliver content without delay as it becomes available.Consistent delivery some push platforms have exclusive content types, making it difficult for the drug drug user to block content by type. br for each one butt jointing since push technology usually justifies subscription, to a greater extent specific marketing data whitethorn be collected during registration, which allows for better targeting and more personalization.Better data marketing data stooge 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 employ on gross platforms generally indispensability client and/or server software before content can be pull ind, distributed, and/or viewed.Higher cost little common platforms whitethorn have high schooler implementation costs.Lesser discoverability milder audiences mean less views mean less visibility in search locomotive engines.SOCIAL MEDIA PLATFORMSOn average each adult with a accessible networking page or compose has profiles on 1.6 sites, and 39% of adults have profiles on two or more sites.Half of all curren t adult complaisant networkers say that they chafe their profiles at least every other day.Internet marketing, as well as referred to as i-marketing, web-marketing, online-marketing or e-Marketing, is the marketing of products or services over the Internet.The Internet has brought media to a global audience. The interactive voice nature of Internet marketing in scathe 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 only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. guidance of digital customer data and electronic customer relationship focusing (ECRM) transcriptions are also often grouped together under internet marketing.Internet marketing ties together creative and technical aspects of the Internet, including design, development, advertising, and gross revenue.Internet marketing also refers to the placement of media along many different stages of the customer amour cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. In 2008, The New York generation working with comScore publish an initial estimate to evaluate the user data collected by large Internet-based companies. fronting quatern types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for lay in 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 fall in networks organized by city, workplace, school, and region to connect and interact with other people. stack can also add friends and send them messages, and update their personal profile to notify fri ends about themselves. The websites name refers to the paper facebooks depicting members of a campus company that some US colleges and preparatory schools give to incoming students, faculty, and staff as a way to get to know other people on campus.Mark Zuckerberg founded Facebook while he was a student at Harvard University. Website social rank was initially limited to Harvard students, but was expanded to other colleges in the common 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 meg active users worldwide.Facebook has met with some controversy over the past few years. It has been obstruct 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. confederation outlook connect indigen ous demographic 25 to 45 high-minded die for entertainment, lifestyle brands, and non-profitsBiggest opportunity using ads to piss fansBiggest challenge few h elder dear Facebook advertising poetic rhythm fans, comments, likes, wall postsHelpful tools Lexicon, ad interface, diligences, analytics, connect, etc.OrkutOrkut is a social networking website that is owned and operated by Google Inc. The service is designed to help users spiel in the raw friends and detect 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 about 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 growth of legal issues.As of July 2010, Alexa traffic ranked Orkut sixty-fifth in the world the website currently has more than century million active users worldwide. Anyone of age above 13 years can join orkut. friendship brainpower connectPrimary demographic 15 to 25Ideal fit for entertainment, lifestyle brands, and non-profitsBiggest opportunity Community buildingBiggest challenges noisy 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.MembershipThe membersh ip grows by a new member approximately every second. roughly 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(a) the US at 30%.Community mindset connectPrimary demographic 35 to 55Ideal fit for service providers, pains associationsBiggest opportunity creating thought leadership via QA and GroupsBiggest challenge time commitmentMetrics profile connections, best answers, group members, discussionsHelpful tools Applications, Salesforce plug-in peepTwitter 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 manifest by default, however senders can restrict message delivery to their friends list. Users may subscribe to other author tweets-this is known as following and subscribers are known as followers. As of late 2009, users can follow lists of authors sort of of following individual authors.56 All users can send and receive tweets via the Twitter website, compatible external applications (such as, for smartphones), or by rook Message overhaul (SMS) available in certain countries.7 While the service is free, accessing it through SMS may incur phone service provider fees. Since its humans 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 video-sharing website on which users can upload, share, and view videos. triad former pay offPal 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 painting clips, TV clips, and music videos, as well as amateur content such as video blogging and compendious original 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 disgustful content are available only to registered users 18 and older.Community mindset votePrimary demographic 25 to 45Ideal fit for big brands and entertainmentBiggest opportunity creating viral content (e.g., United Breaks Guitars)Biggest challenges mental disorder revolutionsMetrics 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 ContentContent Format Short form Video, aliveness sound recording(15 sec 30 min)For commercial distribution on the wireless and emergent 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 holy person 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 contentservice 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 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 On institute Care Take Charge ( An initiative by Garnier clock of India)Nissan MicraResponsibilitiesAt Phonethics, I was cloaked as an employee and put on to the Business Development team as a team leader. The first month was clogged with sales and promotional work, where I was expected to assure 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 demand of the respective clients and cater to them.TAKE CARE TAKE intrustProject OverviewTake Care Take Charge was promoted by Garnier and Times of India. It was a 45 day campaign reinforced around the topic of paper recycling.Beginning from April 22, Over the next 45 days, this campaign helped to build a greenhouse of approximations to help bu ild a greener planet. For every idea received, Garnier and the Times of India bought 10 kilograms of used paper. And on June 5 World milieu Day the campaign culminated with an entirely recycled special edition of the Times of India. many another(prenominal) Sustainable solutions to environmental issues under the following broad themes transport and vehicular pollution heritage and cultural conservation and biodiversity and greening were generated. All the ideas were divided 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 government for implementation.Project ObjectiveTimes of India approached Phonethics with a main objective of creating a buzz about the campaign and gather up green ideas from the users across the 6 cities using TOI network as a platfo rm.Promotional Strategies AdoptedWebsite developmentBanner advertisementSearch Engine Marketing (SEM),Social Media Optimization (SMO),Social Media Management (SMM)SMS BurstsFacebook AdsProject doingDesign Development of Website on the Green ThemeBanner advertisements have 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 defined 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 publishedVital StatsImpressions 545, 29,895Clicks 47,565Ideas Registered 5000+Page Views 1 26,789SCREENSHOTSCity Specific Idea Count was displayed on the Map of IndiaUsers could send in their ideas through their mobile which is published as a daily contributionNISSAN MICRAProject OverviewThe All new fourth generation Nissan Micra was unveiled at the 2010 Geneva Motor Show. Nissan India was think 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 combination of newer generation not bad(p) 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 segme nt that was already wrought with fierce competition.Nissan approached Phonethics Mobile Media to manage the entire digital campaign for Micra. They were concerned about getting upper limit number of bookings through the 11 dealers spread across India.Project Objective(s) raise 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 aid 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 adsSend greetings to individuals who have shown engagement and signed up at the microsite.Create promotional messages for the activity belongings in mind the appropriate forum/communityTracking codes were implemented for ind ependent 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 assigned 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 agreeable the audience and generating brand awareness amongst the younger internet savvy crowd. near 1000 bookings were generated even before the TV ads had started playing.Vital Stats*** Till seventeenth June10Impressions 95,88,621Clicks 54,447Leads Generated 5861Page Views 153,491SCREEN SHOTSA banner a d on display at a popular websiteMeasuring 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 make for exposure of their message to a specific audience. Per mille means per thousand impressions or loads of an advertisement. However, some impressions may not be counted, such as a reload or ingrained 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 the ir market. Under the Pay per click pricing 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 think 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 fulfill) or (Cost per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment escape , the publisher takes all the risk of running the ad, and the advertiser pays only for the add up 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 worst 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 merc hant 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 translation 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 injure 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) vivid representation of the websites through which traffic is being directed to th craved Landing pageRegional graph providing details of where the clicks are coming fromNumber of Clicks, banner ad location wise, which can measure the authorisation of a particular banner ad.