...Digitizing customer care By: Francesco Banfi /// Boris Gbahoué /// Jeremy Schneider RECALL No.22 – Digital marketing Higher satisfaction at lower costs: Digitizing customer care 11 Does it make a difference whether telecoms players handle customer interactions online or via traditional channels? The answer may surprise you. Handling customer issues online might seem like a simple incremental addition to traditional call centers and retail stores, but McKinsey research shows that, done well, it can represent a paradigm shift in customer satisfaction. Digital customer care (“eCare”) responds to consumer demand for easily accessible, highly rewarding multichannel interactions. In one example of many, one leading mobile operator employed eCare initiatives to reduce their total call center volume by 20 percent in just eight months, lowering costs significantly while elevating their net promoter score (NPS). McKinsey conducted its first eCare consumer survey in the second quarter of 2012 to more fully explore eCare dynamics. The survey addressed 2,000 respondents in France – customers of the main telecoms operators in that country. Its key focus was on understanding the differences in customer service between digital and traditional channels for telcos and on identifying roadblocks to adopting digital channels. Why digital channels matter The advent of digital channels has changed the way consumers communicate and search for product and service information...
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...Date: 5th of July 2011 DIGITAL PR Digital PR is the method of using the internet for promotional campaigns and spreading valuable information regarding one’s company. This term may also be referred to as Online PR. Online PR involves activities geared towards influencing media, communities and audiences that exist solely on the Internet, using online mediums. It includes search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. Brand reputation monitoring and management is also a focus area for online PR. Digital PR is extremely useful in enhancing one’s organizations online reputation, delivering key messages to target audiences. It aids in positioning the company as a credible organization and an authority in the industry. Digital PR helps in differentiating one from its competition as well as raises awareness, influences opinion and creates niches. Simply put, one can say that with the advancements in technology, PR sees the onset of using the internet and digital tools as a method of disseminating information. Digital PR aims at achieving the same goals as traditional methods of PR, but is done on an online portal. The most effective and basic Digital PR tools are the following: Search Engine Optimization: Keyword optimized news content is a key device for digital PR. Press releases, media coverage and digital assets such as images or video can be optimized using keywords so as to improve search...
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...and modern glasses. Our target markets are students in universities (age: 18-23) and officials (age: 24-49). Our company focuses mainly on HCMC market since HCM city have large population (about 8 million peoples) and it is the most developed city in Viet Nam with economic key. Following the social developing trend, more and more people need to have a watch to see the time arrange the schedule all work because of their busy and fast lives. This is an opportunity for our company; moreover, although our competitors are very strong, they are not deep in digital marketing or online marketing. Thus, the aim of our company is concentrating on digital marketing and customer care. Because our company newly formed, our company’s marketing objective is divided into 6 periods: * From October, 2013 to November, 2013: build customers’ awareness, collect customers’ database. * December, 2013: push sale. * January, 2014: build brand. * From February, 2014 to March, 2014: push sale. * From April, 2014 to September, 2014: build community on social media and collect potential customers’ database. * From November, 2014 to December, 2014: push sale and expand market share To achieve these objectives,...
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...The traditional digital marketing mix – Product-Place-Price-Promotion-People is equally applicable to online marketing. There practically is no difference; in fact the digital platform is simply another channel to implement the principles of marketing, probably in a more effective way. It is extremely important for a brand to be able to identify the right target audience. In depth analysis is the key to understand where the potential lies. It is extremely important to create a positive buzz about a brand on the online space after all who can deny the age old adage that the “power of a brand lies in the minds of consumers.” And 90% of modern customers look and shop for products and services online! Consumer behavior has changed drastically over the past few decades. Men and women are connected 24 cross seven. Smartphones and handheld devices have changed lifestyles, shopping patterns and naturally the very way entrepreneurs conduct business online. The art of identifying your target market and reaching out to them with the right message has never been more challenging and exciting! What with almost everyone including housewives and children on social media forums! Marketers have a wider audience and can do so much to influence the tech-savvy buyer. It is important to create the right marketing mix depending on the product/service, demand and target audience. Components of Digital Marketing Mix Email marketing This method though clichéd is a commonly used way of...
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...Brand Channel White Paper Online viral marketing: the strategic synthesis in peer-to-peer brand marketing By Justin Kirby, managing director www.dmc.co.uk online@dmc.co.uk If you’re selling the next iPod™ or another product that has an inherent wow factor, you can stop reading now. But if your brand, service or product is not so one-in-a-million, read on – you can still generate massive peerto-peer endorsement © 2004 Digital Media Communications Ltd (DMC). All rights reserved. All trademarks and registered trademarks acknowledged. Not to be reproduced in whole or in part without the express written permission of Digital Media Communications Ltd Brand Channel White Paper, July 2004: Online viral marketing, the strategic synthesis in peer-to-peer brand marketing 2/5 Ever since marketers acknowledged that there’s too much advertising (so people have learned to tune it out), and too many media channels (which makes it harder for advertisers to reach their now-fragmented audiences), they’ve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line (ATL) mainstream media activities focusing on the brand are driving the communication. [Figure 1.] Yet one of the most credible solutions to the ‘much advertising no longer works’ problem is word-of-mouth marketing, whose raison d’être is...
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...heavyweight motorcycle manufacturer. It has already established a brand name in Europe but now wants to expand dealership network across Asia. Harley Davidson is known for manufacturing heavyweight motorcycles but now they want to manufacture all types of motorcycles. Later part of the study will explain about internet business model. This report will discuss application of internet in terms of digital marketing. Harley can use different components of digital marketing to expand their business. Finally this study will focus on competitive advantage that Harley can get by using digital marketing medium. Table of Contents Motivations/Risks Associated with Global Expansion Strategy 5 Motivation 5 Risk 6 Competitive Advantage in Global Market 8 Entry Strategies for Global Expansion 8 Internet Approach Strategy 10 How the Internet Adds Value 10 Internet Business Models 11 Brokerage Model 11 Advertising Model 11 Infomediary Model 11 Merchant Model 11 Community Model 11 Subscription Model 12 Competitive Strategies 12 Leverage e-business Capabilities 13 References 14 Harley Davidson Harley Davidson is an iconic motorcycle brand headquartered in Milwaukee,USA. It was founded in 1903 by William S. Harley and Arthur Davidson. Harley Davidson was one of the major two motor cycle companies that survived in the time of Great Depression in USA during 1929. This motorcycle brand was most used vehicle by army in the time of World War II....
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...How To Create A Digital Marketing Strategy Tactics without strategy is the noise before defeat. — SunTzu There are still many companies that believe they don’t need to have a strong digital marketing strategy to be successful, and while they may be able to maintain or even grow their revenue, their customers are gradually moving to the internet to make buying decisions. That is why companies without a great digital strategy aren’t only leaving huge amounts of money on the table, they are losing customers to those that do. You need a Digital Marketing Plan. Any company no matter the size or industry can benefit from a strong digital marketing strategy. In this article we will be discussing some of the best practices in putting together a digital marketing plan that allows you to strategically outperform your competition and create results in the marketplace. Overview In digital marketing, like all forms of business, it is best to have your strategy defined before you dig in to implementation. So before you create your first Youtube video or Facebook group, lets begin by discussing what you need to think through: 1. Your target customer & the problems you are solving 2. Differentiation and branding plan 3. Customer assessment (where they are and where they will be) 4. Competitive analysis & timeline 5. Your tactical plan 6. Results and feedback Once you have figured out the following you can begin to think about which marketing channels...
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...Article 3 Just as going through my facebook news feed, i came across a quote by Scott Cook, Director P&G, “ A brand is no longer what we tell the customer it is. It is what customer tell each other it is”. This quote aptly highlights many things together, right from the change in consumer behaviour upto the advantages as well as the challenges of the digital era. The digital transformation has brought and will continue to bring changes in the trends and the purchase cycle of the consumers today. The digital consumer has the potential to either make a brand image or even bring threat to the existing image of a established brand in any industry. Talking about the positives first, digital era has brought many advantages for the marketers...
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...Internet Code of Ethics Paper By Monica Boales COM/339 Instructor Moran Cloward December 14, 2015 The internet is very powerful and when there is great power, it comes with many great responsibilities. So what kind of responsibilities do the Internet marketers, online businesses, digital strategists and the other inhabitants of the online space have? Media, it can come in many forms; newspapers, magazines, radio or the TV news channels, have always maintained a clear distinction between information and advertisements. And the same stands true for the digital media too. With the Web the on its rise, digital mediums are one of the most developing events in the world’s history. Internet today is all pervasive—from keeping people updated on the latest international and national events to giving a person the inside scoop on all kinds of major political matters, it has steadily moved on to becoming the one-stop destination for all sorts of information. And then there are the digital learning sessions, e-commerce, online review sites, e-campuses, consumer forums, and virtual shopping zones, there is nothing that the Web does not have an answer for. Advertising is the best way for companies can reach consumers with their target market for different kinds of companies. Having the internet and able to advertise is the most modern way for companies to be able to reach and influence larger groups of consumers. With advertising, companies need to follow certain kinds of code of ethics...
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...[Type your address] [Type your phone number] [Type your e-mail address] FINANCIAL ACCOUNTING FOR MANAGERS Marketing Management II Course Professor: Dr. Kartik Dave Contact: 9873099223 Opposite Conference Room, First Floor Contact no.: 0120-2323001-10 Ext 360 Email: kartik.dave@bimtech.ac.in Course Objectives: In Marketing Management II, students would be introduced to the tactical areas of marketing – the various marketing mix (the four Ps) strategies: Product Strategy Pricing Strategy Place (Distribution) Strategy Promotion (Communication) Strategy This will enable the students to combine their earlier knowledge in the strategic areas of marketing (covered in Marketing Management I) with that in the tactical marketing strategies to improve their problem solving and decision-making abilities in the real life business situations. Pedagogical Methods: The course employs a balanced mix of lectures/class discussions and cases /assignments/projects. Class lectures and discussions provide an exposition of key concepts, and are supported by current marketing practices. The cases/assignments/projects provide an opportunity to apply the theories, concepts, and analytical devices developed in the lectures. Lecture / Class Discussion: This time will be devoted to the presentation of theories, concepts, and analytical techniques useful for marketing management. The course outline indicates topic wise chapters of the relevant textbooks and also includes few other important...
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...the PCs. A Gigabit Ethernet cards will ensure fast internet speed when uploading or downloading media contents. I have recommended specific details in the following tables, with references to websites where the items can be purchased. Hardware Table: GROUP | DEVICE- Make/Model/Vendor | REQUIRMENTS | INPUT | Key board | US English (QWERTY) Dell KB212-B Quiet USB Keyboard | | | Mouse | Dell MS111 USB Optical Mouse | | | Scanner | HP Officejet Pro 8600 e-All-In-One Printer, Copier, Scanner | scan and edit the photos | | Digital Camera | Canon - Bundle S110 12.1 MP Camera with 5x Wide-Angle Optical Image Stabilized Zoom | Take high quality digital photos and videos and download them to the PC | | Webcam | Logitech HD Pro Webcam C920 | online video conferences, web courses and forums | | Microphone | Image - Condenser Sound Studio Recording Microphone Mic Dynamic & Shock Mount | online video conferences, web courses and forums | | | | | OUTPUT | Monitor |...
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...CHAPTER 1: DIGITAL MARKETING 1. What is Digital Marketing? Digital Marketing is the new age form of marketing in which companies or brands use modern digital mediums like that of the internet. At its core, digital marketing centres around the extremely powerful medium of the internet. The internet can be used to “push” a message to someone like email, RSS etc as well as to “pull” content serving a banner ad & Pay Per Click search terms. Digital Marketing as a term has been around for too long but suffers from the lack of a clear & lucid definition. It does not include more traditional forms of marketing such as radio, TV, billboard & print because they are not real time & do not offer instant feedback. Thus the definition of Digital Marketing would be: Digital Marketing is the technique of promoting products & services using database-driven online distribution channels to reach consumers in a relevant, personal & cost-effective manner. Digital Marketing includes: 1.1 Online Marketing • Website Optimisation • Search Engine Marketing (SEM) • Video Search Engine Optimisation (VSEM) • Social Media Optimisation (SMO) • Blogs & Forums • Online Display Advertising • Email Marketing 1.2 Mobile Marketing • Messaging (SMS & MMS) • Mobile Internet • Mobile Apps • App Advertising 1.3 eMedia Marketing • Video, Audio & Content delivered via electronic devices • Digital Billboards Digital Marketing can be implemented in two ways: Push digital marketing & Pull digital marketing...
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...references | 16 | INTRODUCTION About Amul: Amul was formally formed on December 14, 1946. The brand name was derived from the Sanskrit word ‘Amoolya’, which means priceless. But some cite the name as an acronym Anand Milk Union Limited. Amul products have been used in millions of home since then. Today Amul is a symbol of high quality delivered at a reasonable price, of the creation of a vast co-operative network, of a triumph of the white revolution. And it serves as an established model for dairy development. In the early 1940s, the main sources of earning of the farmers of the Kaira district were selling of milk and farming. During that time, there was a high demand of milk in Bombay. It was mainly supplied by Polsen dairy limited which had a monopoly and was privately held. Those traders used to decide on the prices of milk and the farmers had no say in that. But the exploitation became intolerable and the farmers collectively requested Sardar Vallabhai Patel. He told them to establish a co-operative union, as an alternative to supplying milk to private traders. Morarji Desai intervened and formed a society for collection of milk in Samarkha, a village near Anand. Mr. Varghese Kurien showed main interest in establishing the union, who was supported by Mr. Tribhuvandas Patel who led the farmers. The Kaira district milk producers union was thus established in Anand with the brand name Amul. At the initial stage, 250 liters of milk was collected daily. But with the...
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...available budget.Mid sized and big companies uses TV commercials in marketing . Companies who has limited marketing budget uses news paper ads for marketing . Digital Marketing : Digital marketing uses technologies internets channels like email,apps and social media likes Facebook , twitter etc .Digital marketing differs traditional marketing in the channel they market and the methods organization follow for marketing. Digital marketing is growing day by day since digital media is a source of news, shopping , entertainment ,social interaction , companies can know about the customer how much time he spends on searching the product on their website and how much interest he is showing on the product based on his search criteria .In the digital marketing companies can know the customer well compared to the traditional marketing .Relationship between the customer and the organization can be interactive in the digital marketing . Digital marketing channels includes : social media , blogging, email marketing , website , forums, search engine optimization etc. Traditional Marketing vs Digital Marketing : Digital Marketing is cost effective : Digital marketing is more cost effective than traditional advertising like television ads, advertising in news papers and radio.It takes lesser effort and time to advertise through digital media . Online is Measurable : It is easy to know how many members viewed your ads and how many show interest on the product based on the clicks and views...
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...3 3. SWOT Analysis..................................................................................................................................... 4 3. 1. Strengths ..................................................................................................................................... 4 Strength 1. Highly innovative newspaper company that has been a leader in news development .... 4 Strength 2 – Gannett is currently the largest newspaper distributor in terms of circulation ............. 4 Strength 3 – Strong portfolio with multiple Brand Extensions and Partnerships ............................... 4 Strength 4 – Excellent presence and distribution in the digital environment .................................... 4 3.2. Weaknesses .................................................................................................................................. 6 Weakness 1 – Relatively small amount of digital subscribers ........................................................... 6 Weakness 2 – Overall revenue and profit is decreasing in their print distribution ............................ 6 Weakness 3 – Majority of USA Today’s circulation is confined in the United States .......................... 6 3.3. Opportunities ............................................................................................................................... 7 leading...
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