Ogilvy on advertising in the digital age pdf download

Moreover, Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers. It is the second-largest social networking site in the world after Facebook. They allow you to create online meetings that are limited to 10 active users but it allows you to stream YouTube video to an unlimited number of viewers. This is so they can force you to spend to advertise on Facebook to get attention.

No ads Point two leads to another advantage. There are no annoying advertisements on Google plus. No distractions and no one wanting to sell you weight loss or dating services. Social signals Google wanted to enhance its search engine capabilities by having humans vote on what content they liked.

YouTube video watching is a significant activity on the Internet, with over 1 billion visits to YouTube daily and over million videos watched daily. And it's easy for anyone who sees your video to rate it and share it with his Social Network. It is just the matter of selection of uploading your video under right place, under right category. Anybody can embed videos on their websites, blogs etc.

In case you want your video to be viewed by selected number of people. You can do that by making it private. Save Dollars with Free Video Hosting If you are planning to host your videos on your own video hosting server or thinking about getting licence from a video platform then you have to take in account, this extra burden of dollars on your wallet. It is one time investment and you would be happy to upload your content on YouTube as you are still saving the additional design and functional costs.

Hence, if you compare the current cost for licences of video platform YouTube brand channel is a smart bet. It can be seen in a wide range of different formats and contains items such as texts, images, flash, video and audio.

The main purpose is to deliver general advertisements and brand messages to the plus 40 million people connected to the Internet each month. It is important to choose the right format because it will help to make the most of the medium. To help to better selecting the right format for type of ad, Interactive Advertising Bureau has realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by the creative.

Standard size IAB has also created a universal standard for display ad sizes Page text. Mobile marketing can plague customers with time and location sensitive, personalized information that promotes goods, services and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".

Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several million advertising SMS sent out every month.

Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send mobile terminated and receive mobile originated rich content through MMS A2P application-to-person mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P person-to-person.

Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing campaigns at House of Blues venues, where the brand allows the consumer to send their mobile photos to the LED board in real-time as well as blog their images online.

Mobile web marketing Google and Yahoo! The Mobile Marketing Association provides a set of guidelines and standards that give the recommended format of ads, presentation, and metrics used in reporting. Google, Yahoo, and other major mobile content providers have been selling advertising placement on their properties for years already as of the time of this writing.

Advertising networks focused on mobile properties, SMS resellers and advertisers are also available. Additionally, web forms on web pages can be used to integrate with mobile texting sources for reminders about meetings, seminars and other important events that assume users are not always at their computers.

In addition Mobile websites are another aspect of mobile web marketing and can be a tool than can used to help make purchasing goods and services easier as well as create better communication opportunities between trades. The resultant URLs typically include tracking features which would be unwieldy if typed by the customer.

QR codes have been growing in popularity in Asia and Europe, but have been slow to be adopted in North America. Apple pass bookImplemented as a native app for iOS6, has employed QR codes as one of the ways that the iPhone or iPod Touch users can take a real world action. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.

To be qualified as transactional or relationship messages, these communications' primary purpose must be "to facilitate, complete, or confirm a commercial transactions that the recipient has previously agreed to enter into with the Sender", along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, reorder emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to its high open rates Many email newsletter software vendors offer transactional email support, which gives companies the ability to include promotional messages within the body of transactional emails.

There are also software vendors that offer specialized transactional email marketing services, which include providing targeted and personalized transactional email messages and running specific marketing campaigns such as customer referral programs.

Direct emails Direct email or interruption based marketing involves sending an email solely to communicate a promotional message for example, an announcement of a special offer or a catalog of products. Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies, but safe mail marketing is also used.

This model is similar to AIDA model. According to this model, there are five key processes: Attention, in which the consumer first notices the product or advertisement, followed by Interest, Desire, Memory, and Action. This model has been used extensively in the advertising and marketing industries. It was developed to observe behaviours based on the understanding that the Internet has become prevalent, and that consumers now have access to environments in which they can obtain and transmit information themselves.

In this model, the key processes are: Attention, in which the consumer first notices the product or advertisement, followed by Interest. After this, the consumer Searches for information, and then makes a purchase Action , after which information is shared with others.

Attraction Interest Search Action Share These changes are shown how presences in digital are important for brands. Brands can able to create awareness and internet without digital.

But it will not lead to action in current scenario. Customers need more information in present era; they are information seeker and always search for best deal. Advantages of Digital Marketing Digital Advertising is increasingly an inherent budgetary component of many organizations today.

Organizations of all sizes use the medium to promote their products and services. So well, why do so many organizations use the medium? Simply put, it is due to the numerous advantages that online advertising offers. These are discussed in the paragraphs ahead. Reach The ability of the online medium to target a certain demographic of users is one of the greatest advantages of digital advertising. In addition, the geographical reach of the online medium is far greater than that of traditional media.

For example, if an advertiser is keen on selling his or her products targeted to a certain demographic of people, it is quite possible through online advertising. Digital advertising has matured to the extent that web publishers, media agencies and advertisers themselves know the optimal ways and websites for a certain category of products or services.

Organizations that were previously reluctant to spend online, now realize that the online medium does offer means to alleviate any such fears. Moreover, when properly designed online marketing campaigns generate the desired results, advertisers are further encouraged to continue advertising online. Interactive and Engagement The Internet is arguably the most interactive and engaging medium among various others.

Interactive campaigns have become a norm with the power of the online medium. The advertisement struck an instant chord with the youth to which AXE the brand is positioned for Customers are basically just a click away from the advertisers. In other words, direct response between end users and advertisers is possible through the online medium. Time Through the Internet, an advertiser can reach a desired target group or demographic in a much shorter time frame. For example, if an advertiser needs to plan some sort of ambush marketing, the online medium can be an effective means of achieving it.

Even otherwise i. Cost When compared to traditional forms of advertising, digital advertising is cheaper. Various payment models are available between the advertisers and publishers. Many a time, advertisers are charged only when visitors click on their ads. The various payment models are discussed in detail in the next section. Companies like Branex generating revenue using digital marketing it has great impact on revenue model of these companies.

At the high end, for global enterprises, are the agency holding companies with hundreds of full-service digital agencies around the world. There are also boutique and specialty agencies that provide channel-specific digital marketing services such as mobile messaging programs, social media marketing, or SEO link-building campaigns.

And there are agencies that focus on strategy and professional services, such as branding or web design. Like any organization, each type of agency has its own strengths, weaknesses, and culture. Digital agencies also can be differentiated by their focus on professional services versus proprietary technology platforms.

Agencies that develop and offer proprietary tools view their platforms as a competitive advantage over third-party toolsets that are widely available. The plethora of digital channels has left many advertisers drowning in data. By providing technology platforms that are built and customized to client needs, these agencies believe they are providing unique and critical automation tools that collect, analyse, and optimize data for their clients.

Most of the real sector people actually understanding the value and opportunities of digital marketing. What I found in client servicing is convincing clients is bit complex as they too have complete knowledge about the digital marketing and also explaining how we are better than others.

Most of the sectors initially opt for the digital marketing channels name search engine optimization, search engine marketing and social media marketing and later they will think about other channels which mean these three channel high acceptance. Advertisements have high impact for creating stimulus in American customers. But this stimulus will get in to action only through opinion leaders.

American consumers have high tendency to go for online purchase. They have high affinity to go online for electronic products and apparels. One of the current trends in American youth and young Americans are watching the T.

V programs via online portals. May be the main reason is convenience of time, they can watch programs which they had skipped due to some reasons. The same thing is happening for the newspaper also, people have more affinity towards online news portals.

In both of these cases, one opportunity is lost for marketer and one opportunity is emerging for them to reach their T. If we take tablet, penetration in American is low. For brands they are getting three more platforms to reach their T.

G and engage them. If one person noticed something which is cool and awesome they will surely communicate to others. Do you Collect information before purchasing the products? What type of information will you collect? Did you ever purchase from an online site? Do you watch television? Do you watch television programs through online? Do you read Newspapers? Do you read the News through online?

Do you have mobile phone? Do you have a tablet? Do you have an internet connection in any of the above mentioned gadgets? When do you use these gadgets? Digital Advertising Accounts for We asked marketers how much of their digital marketing budget they're allocating to different activities such as mobile marketing or analytics.

Below Figure shows that marketers allocated Still, marketers wrestle with digital advertising's effectiveness. Advertising agencies, technology providers and brand advertisers are working to address this concern by improving measurement standards and formats.

Content creation and management account for the second largest share of digital marketing budgets. This is driven, in part, by the desire to populate the infinite appetites of inbound marketing channels.

However, you need to create content that delivers the right message to the right person at the right time, regardless of how the dialogue gets started. That means content is equally needed to meet the demands of outbound marketing as well. The enormous pressure to create, manage and distribute content for multiple marketing activities through the right channels will only increase ascustomers use more digital channels for collaboration, researching and acquisition of products and services.

Top priorities for increased budgets in are commerce experiences, social and mobile marketing, and content creation and management. See "Digital Marketers Escalate Investments to Support Commerce Experiences" to learn why enhancing commerce experiences is a business imperative. This includes personnel costs, software and externally purchased services. We asked marketers to identify how they're funding their digital marketing activities.

We found that digital marketing's effectiveness helps stretch digital marketing budgets. Below Figure shows that two in five marketers are realizing savings from digital marketing compared with traditional techniques. And they're taking that money and reinvesting it into more digital marketing.

And it's a relatively new activity in a corporate culture where technology has primarily been used in recent years to cut costs.

We don't recommend chasing shiny new objects unreservedly. Rather, we suggest supporting a culture that is agile and keeps an open mind to testing new techniques and underlying technologies. It's okay to fail as long as you fail fast in a program with a limited scope and budget, and you intend to learn from these early failures.

The pace of change and needs for specific skills force marketing to seek services from external providers.

We asked marketers to estimate what percentage of the work is performed internally by employees or contract labour, and what percentage is performed externally or outsourced.

Culturally marketing is accustomed to outsourcing. Working with agencies, data providers and external technology providers are an intricate part of marketing processes. This hasn't changed and may be increasing. The responses reveal that digital marketers need help lots of it with specialized tasks such as search marketing, online advertising and mobile marketing.

For the most part, marketers outsource one-third or more of their work to an agency, digital services organization or other external provider. Below Figure shows that, on average, marketers outsource one-half of their search marketing the highest proportion of any marketing activity.

Media companies, financial services firms and retailers keep a majority of their search marketing work in-house. We find that social analytics, and content creation and management are areas of focus for outsourcing. Monitoring and analysing social activities require time and new technologies.

As a rule, outsourcing your digital marketing activities is a smart tactic when you don't have in-house resources to stay on top of quickly changing technologies and techniques, or need specialized talent. But you need to monitor results, ensure these providers have a stake in your success, and assume some risks.

Marketing's dependence on technology results in new responsibilities and roles. We asked marketers whether their companies have the equivalent of a chief marketing technologist and where that person reports.

Figure 6 shows that two out of three organizations have such a role. Chief marketing technologists are familiar with marketing techniques as well as technologies. They need to understand how to use technology to define markets, attract, acquire and retain customers.

They often have organizations that align this goal to areas such as marketing software, data and analytics, social and mobile platforms, digital advertising networks collaboration and website design. What's driving the need for this role? But you need a senior-level executive who can guide your customer experience strategy across many channels and match marketing technologies to the organizational goals.

If so, where does he or she report? Marketers are focused on the marketing mix that will drive success. We asked digital marketers to identify the three digital marketing activities that are most important to their success. Below Figure shows that the corporate website and digital advertising share the distinction of being the No.

Social marketing emerged as the next most important activity. Our survey results suggest that the corporate website will not be displaced by a brand's social media presence anytime soon. That's all the more reason for marketing leaders to continuously invest in testing and optimizing their websites, paying attention to all aspects from customized landing pages to compelling content that encourage visitors to be engaged with your brand.

It is richly illustrated with 34 data charts and tables. Sign up for this on-demand-webinar to get an exclusive insight on how purchasing patterns and retail strategies have changed. He participated in a roundtable webinar session on 17th April Which categories of online use are increasing and decreasing across Europe? In this global webinar we talk about where the market is headed, and how this path is being altered by COVID Download this report for its facts and insights drawn from our extensive and ongoing research on consumer sentiment, shopping behavior, retail markets and channel dynamics.

GfK's Map of the Month for May shows the regional distribution of purchasing power in Switzerland in Weekly POS tracking gives marketing managers the tailored insights they need for making the right decision at exactly the right time. Reliable weekly data gives sales management the insights they need to better plan for and maximize promotions, product launches and those all-important seasonal sales peaks.

Learn how reliable weekly POS tracking gives you the insights you need to optimize promotions, product launches and those all-important seasonal sales events. The GfK Consumer Insights Engine helps you optimize your sales strategy by providing up-to-date insights on a retailer level at a global scale.

The GfK Consumer Insights Engine helps you optimize your marketing and advertising investments along the consumer purchase journey. The GfK Consumer Insights Engine gives on-demand access to purchase behavior insights that will drive smarter, faster business decisions. Staying up to date with insights at country level will allow you to organize your e-commerce promotion strategy for maximum uplift.

Staying up to date with insights at a country level will allow you to adjust your global e-commerce strategy for maximum performance. Staying up-to-date with insights at a country level will allow you to adjust your global e-commerce strategy for maximum performance.

Get weekly updates - each report gives you the essential category sales data from the last week — covering 9 countries. Subscribe now. GfK's Map of the Month for April shows the regional distribution of senior households in Germany in Landing pages.

Loyalty cards have arrived in all European markets. With most European households having joined one or more programs, it has become impossible to ignore loyalty cards and their impact and opportunity on FMCG shopping. Download our free white paper to explore the findings. Understand your consumers to identify opportunities and mitigate risks during the COVID crisis and beyond. In Consumer trends in times of the Coronavirus: Shifting demand patterns in retail and e-tail.

Read through the hard facts and insights from our experts on how the crisis has impacted upon shopping behaviour and the continuing effect it is having. Download our free pdf to explore the findings.

GfK's Map of the Month for March shows the regional distribution of multiple-person households with children in Germany in Watch this webinar recording to go through the hard facts and insights on how the crisis has impacted, and is continuing to impact, distribution markets for tech and durables worldwide.

Incredible noise. Powerful signals. Welcome to gfknewron 2. Predict the future so you can win it with gfknewron. Connect all your relevant sales and consumer data into an easy to use, customized, AI-powered solution that enables you to react, plan, predict, pivot, and win. With gfknewron, what happens next is in your hands. Marketing Maximize your brand, campaign effectiveness, and channel strategy with insights based on our market insights, consumer understanding, competitive intelligence, and predictive analytics.

Sales The right products, audience, and timing are the key to winning. Pricing Manage your pricing strategy and tactics with a total market view. Product Manage your product portfolio's development, delivery, and performance using the latest market and consumer intelligence. Category Management Determine pricing, promotion, marketing, and merchandizing to drive sales across your portfolio.

Supply Chain Manage existing partnerships effectively. Business Intelligence Activate your decision-making with comprehensive, accurate and up-to-date insights and advanced analytics. Technology and Durables Innovation, premiumization, performance, experience, simplification—understand these macro trends to maximize new and emerging opportunities in this crowded sector.

Retail Shoppers are more empowered and demanding than ever. Media and Entertainment State-of-the-art technologies and rigorous methodologies to track who is watching what, where, and how they engage with media content on individual channels and cross-media. Consumer Goods Influence purchasing decisions during any—and all—phases of the product life cycle.

Automotive Deconstruct the purchase process to position your brand, makes and models. Financial Services Understand consumers to transform their experience. Market and Retail Intelligence We monitor what products are selling, when, where and at what price — and by whom. Brand Insights Boost your brand with a powerful combination of solutions to maximize brand health, performance, and value.

Marketing and Sales Effectiveness Our suite of marketing and sales effectiveness solutions cuts through the noise to deliver clear and actionable insights so you can ensure your brand and business succeed—every time.

Consumer and Shopper Intelligence Understand consumers and shoppers with our proprietary data sources and advanced analytics. Media Measurement Our solutions use state-of-the-art technologies and rigorous methodologies to track who is watching what, where, and how they engage with content so brands can maximize ad campaigns. Industry 0 Industry selected Clear.

Solution 0 Solution selected Clear. Content Type 0 Content type selected Clear. Country 1 1 Country selected Clear. Showing results in Global Clear all. State of Consumer Technology and Durables Report Consumer and market intelligence to shape your business strategies. Read more. Talking Tech: The full Black Friday download Join our webinar on 14 December for global and local level expert analysis of sales performance in key markets, channels and categories. Belgium Insights Week Let us inform you about the latest thinking, data analysis and insights!

Trust in your data: Best practices for data hygiene Using data to drive decision-making has proven critical in Decode the Future Watch the replays of our virtual event. Is your business resilient enough to handle the era of rapid change? Decode the Future - Event Replay Watch our on demand event and learn how AI-powered insights empower you to make data-centric decisions that win today and shape what happens tomorrow.

Future-proofing your business? Pricing and promotion in Six steps to success in Q4 Understand how the pandemic has disrupted markets and consumer behavior to perfect your pricing and promotions strategy this peak season. GfK study: European retail in and Download our free study on European retail in and and find out more about trends across European countries.

Navigating the marketing landscape in challenging times Explore the actions taken by businesses as we come to terms with the pandemic, as well as strategies for how to succeed during times of uncertainty. Making sense of an uncertain world Make sure every unit of your marketing spend delivers impact as consumers adapt to uncertainty and new norms.

Talking Tech: Decoding shortages, high demand and rising prices Take time out to make sense of soaring sales and supply shockwaves. Show related SlideShares at end. WordPress Shortcode. Next SlideShares. Download Now Download to read offline and view in fullscreen. Download Now Download Download to read offline. Customer satisfaction Download Now Download Download to read offline. Rahul Agarwal Follow. Customer expectations of service.

Measuring Customer Satisfaction. Services Marketing - Customer Relationship Marketing. Customer Satisfaction. Service-Learning Principles, Theories and Practices. Redressal agencies for consumer disputes - Legal Environment of Business - Bu Related Books Free with a 30 day trial from Scribd.

Propaganda Edward Bernays. Related Audiobooks Free with a 30 day trial from Scribd. Inside the Tornado Geoffrey A. Dan Ariely. Cialdini, PhD. Unleashing the Idea Virus Seth Godin. Zarmeen Arshad. Jyoti Mishra. Mahesh Mahi.