(2)Research

Analysis of data (SWOT analysis, Porter’s 5 forces analysis to understand environmental factors at industry level, PEST analysis to understand environmental factors at country level, global factors if any) collected.

(3)Modify objective if there is any need after research

(4)Core strategy to achieve objective

STP-segmenting, targeting, positioning (how will you communicate unique benefits of your product to your potential customers)

If we choose more than one segment then can use Marketing mix strategy-4ps

• Product strategy-
• Price strategy-
• Placement (distribution) strategy-
• Promotion strategy–communicating benefits of your products or services to potential customers using different communicating channels for satisfying goals of all stakeholders.

What are these channels?

(a)Public relation-to build goodwill

1-Press release 2-Exhibition 3-Sponsership

(b)Advertisement

1-Print media 2-Digital media 3-Radio 4-Tv

©Personal selling

1-Direct selling (for large accounts) 2-Indirect selling (small accounts)

(d)Sales promotion-to boost sale

1-Special discount 2-Lucky draw 3-Exchange offer 4-Reward points 5-Free home delivery

(e)Expert view

(f)Celebrity Endorsement

(g)Outdoor promotional activities- Broacher, Bill boards, Banners

Digital marketing —is doing marketing using digital media. Digital media is one of these communicating channels.

Objective of Digital Marketing-

• Reaching to maximum customer
• Quick response
• Motivating customers to know or buy right stuff by providing correct & quick information
• Efficient spending
• Efficient & Effective marketing
• Increasing ROI

Why Digital Media?

• It is measurable
• It provides two- way Communication
• Instant (real time) feedback

Digital Marketing steps:

• t-Think (plan an objective which you want to achieve through website)
• c-Create a website
• o-Optimize it
• e-Engage-interact (to bring traffic or clicks through different activities)
• u-Update it

It is an ongoing process.