Author: workhouse123
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Conceptualizing Digital Marketing Landscape
With an understanding of the global marketing and advertising spends, in this section, let us look at the overall landscape for global digital marketing services which multiple vendors are delivering to clients across industries and functions. To understand and explain this classification, we will take support of ‘The Digital Marketing Tube Map’ by digital marketing…
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Digital Marketing Overview—Advertising Spend
Having looked at the global figures for digital marketing and the share of digital advertising in the total advertising spend, in this section we would study the break-up of global advertising spend by format, as well as digital advertising numbers for the largest spending country, US, along with figures for US digital ad spending share…
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Digital Marketing Overview—Global Spend
To calculate the overall size of global digital marketing business and its growth pattern, we will need to size the global marketing spend across key categories like advertising, marketing services, ad agency/marketing BPO fees, data/intelligence, and software/technology. This would help us clarify the difference between impression and non-impression-based spends. Figure 10.1 shows data picked up from…
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DIGITAL MARKETING—GLOBAL LANDSCAPE
With digital marketing growing in size and operations globally, we will start the discussion with an analysis of the global spend buckets for overall marketing activities by category and narrow it down further according to digital ad-spend format. In this first part of the chapter, we will gain an understanding of the global digital marketing…
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Service Catalog
It is a collective definition of services that are currently being offered and those which need development. There is a digital board which takes responsibility for overlooking the coordination of actions (scope, budgets, and roadmaps) across various business units. Figure 9.5 shows the three phases of a DSU implementation plan which involve: (a) Setting organizational principles, (b)…
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Managing Digital e-Services (Setting up Digital Services Unit)
In the previous chapters, we understood how digital marketing and campaigns are implemented. For any company to successfully execute its campaigns and get fully operational on multiple digital platforms, it first has to manage the delivery part of its online services (also known as e-services), which is what we will focus in this section. E-services…
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Social Media Payments
Payments through social media platforms in the form of social coupons are rising. There are multiple applications which have come up and are utilizing the power of mobile, peer-to-peer, and other online purchase mechanisms to drive payments across social media platforms. Paypal’s Venmo is one of the leaders in this area which is encouraging banks…
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Digital P2P Payments
P2P payments as a terminology is generally used for two kinds of payments:
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Mobile Payments Solutions
According to Juniper Research, annual retail payments on mobile handsets and tablets are expected to reach $ 707 billion by 2018. This shows the future importance and entrenchment of mobile payments. Mobile payment models include:
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Emerging Digital Payments Solutions
In the last section, we understood about electronic payment systems, their key types and comparison among each of them, along with an understanding of major types of electronic payment and settlement systems in India. In this section, we shall look at the emerging forms of payments which are coming to play globally due to the digital…