ASSIGNMENT OF DIGITAL MARKETING

ON
BENEFITS OF DIGITAL MARKETING FOR GENERAL
ELECTRIC

SUBMITTED TO:

SUBMITTED BY:

DR.PRIYANKA VIJAY

RIYA JAIN

ASSOCIATE PROF.

M.B.A 3RD SEM

FMS WISDOM

ROLL NO-12308
CONTENT

S.N

Topic

o
1.

Abstract

Remark

2.

Introduction

3.

Concept: Digital Marketing

4.

Digital Marketing Objectives

5.

Digital Marketing Benefits

6.

General Electrics

7.

Digital Marketing Techniques

used by General Electrics

8.

Conclusion

9.

Bibliography

ABSTRACT
Todays era of Internet has opened a gate of vast variety of opportunities for business. Using social
networks, one cannot only share a private picture of ones birthday but also earn customer for
ones business and reach them conveniently. The speed and ease with which the digital media
transmits information and help boost a business is amazing.
These days one or the other person or company is talking about doing things digitally as no one is
interested in doing things manually. Let us first throw some light on the scope of Digital
Marketing.
Digital Marketing is the term used for the targeted, measurable, and interactive marketing
products or services using digital technologies to reach the viewers, turn them into customers,
and retain them.
Digital Marketing also helps to achieve targets of marketing a business through different online
channels.
The purpose of choosing this topic for research work is to identify and measure how the
benefits of Digital Marketing help the General Electric has increased the sales of Myntra from
scratch to high level of profits.
In the following pages I will try to highlight the maximum efforts of my assignment.

INTRODUCTION
Reach, dont preach: Digital Marketing is simply putting your customers first
-Erik Qualman
There is no doubt about the fact that internet has changed the world we live in. Never before has it
been so easy to access information; communicate with the people all over the globe; and share
articles, videos, photos, and all manner of media.
The internet has led to an increasingly connected environment, and the growth of internet usage
has resulted in the declining distribution of traditional media such as television, radio, newspapers,
and magazines. Marketing in this connected environment and using that connectivity to market is
Digital Marketing.
With the increasing era of Digitalisation it has benefited many inline retailers to maximise their
profits. The benefits of digital marketing help the companies to achieve their goals and gain
maximum profits.
General Electric(GE) is an American multinational conglomerate corporation incorporated in
New York, and headquarter in Boston. As of 2016, the company operates through the following
segments: Power & Water, Oil and Gas, Aviation, Healthcare, Transportation and Capital which
cater to the needs of financial services, Medical devices, Life Science, and Engineering industries.
In the following pages of the assignment, I have covered various aspects such as what is Digital
Marketing, its objectives, difference between the traditional marketing and digital marketing, also
the benefits of digital marketing over traditional marketing techniques with the help of company
General Electrics.

CONCEPT: DIGITAL MARKETING

If you make customer unhappy in the physical world, they might each tell 6 friends. If you
make customers unhappy on the Internet, they can each tell 6,000 friends
-Jeff Bezos, CEO. Amazon.com
After reading the words of Jeff Bezos who is the CEO of Amazon.com, one thing can be
concluded that the usage of internet can either become boon or curse to any company. In simple
words the internet usage by customers is becoming so popular due to which companies need to do

more and more innovations in the field of technology to connect with the pace of customers.
Therefore every company is running on the footsteps of Digitalisation leading to do Digital
Marketing.

WHAT IS DIGITAL MARKETING?

The concept of Digital Marketing is the combination of two terms which is Digital and
Marketing. Thus the term Digital Marketing can be defined as the technique to target the desired
audience for the purpose of sale of products or services by the means of digitalisation such as
social media marketing, content writing, blogs writing etc.
The Digital Marketing concept has been given more importance and come into picture over last
decade. Earlier the concept of marketing revolves around the traditional methods of marketing
such as marketing through print media, and visual media etc.
The aim of both the methods of marketing is always to target more desired audience, create new
customers, retain old customers and increase the level of profitability. The major difference
between the two methods of marketing is the mode of marketing that is change from print media
to digitalisation.

WHAT IS TRADITIONAL MARKETING?

The traditional manner of marketing involved businesses to advertise their products or services on
print media, radio and television commercials, business cards, bill boards, and in many other
similar ways where Internet or social media websites were not employed for advertising.
Traditional marketing policies had limited customer reachability and scope of driving customers
buying behaviour.

DIFFERENCE

BETWEEN

TRADITIONAL

MARKETING

AND

DIGITAL MARKETING?
The following table lists a few points that differentiate digital marketing from traditional
marketing

S.N
o
1

TRADITIONAL

DIGITAL MARKETING

MARKETING
Communication is unidirectional.

Communication is bidirectional.

Means, a business communicates

The customer also can ask queries

2.

3.

4.

5.

about its products or services with

or make suggestions about the

a group of people.
Medium of communication

business products and services.

Medium of communication is

is

generally phone calls, letters, and

mostly

Emails.

websites, chat, and Email.

There is always a fast way to

Campaigning takes more time for

develop an online campaign and

designing,

carry

preparing,

and

out

social

changes

media

along

its

launching.

development. With digital tools,

It is carried out for a specific

campaigning is easier.
The content is available for general

audience

from

public. It is then made to reach the

generating campaign ideas up to

specific audience by employing

selling a product or a service.

It is conventional way

search engine techniques.

throughout

of

marketing; best for reaching local

audience.

6.

through

It is difficult to measure the

effectiveness of a campaign.

It is best for reaching global

audience.
It

is

easier

effectiveness

to

measure

of

the

campaign

through analytics.

DIGITAL MARKETING OBJECTVES

In order to achieve the business mission and goals on the web, the companies need specific digital
marketing objectives that will guide their online promotional activities. Each campaign which
company create and all ads that one run should be in line with their marketing objectives and be
relevant to the target market.
The companies should benchmark against the competitors to ensure that they are more effective.
Here are 5 important objectives to include in your marketing strategy
1. Increase Sales- Increasing sales or leads is a top level digital marketing objective for many
businesses because it improves revenues and is easy to measure. Using key performance indicators
(KPI), one can then benchmark their progress towards achieving the objective and can track this in
the spreadsheets. An example of a SMART objective would be: Increase sales by 10% from
existing customers by Dec 2015.
2. Improve conversion rate- This is another digital marketing objective that can be tracked in
Google Analytics. By setting up goal tracking in Analytics, one will have reports on conversions

for the traffic sources, campaigns, keywords, landing pages, locations and so on. With this data the
companies can then track a conversion rate objective like: Improve organic traffic conversion rate
by 25% by Nov 2015
3. Percentage of return visitors- The New v/s Returning visitors is a metric that is available in
Analytics and it is easy to track. Knowing how many visitors return is an important objective
because it helps you see how effective your business is at visitor and customer loyalty. This helps
the companies to create a specific and measurable objective that is relevant to your specific
industry and an example is: 15% of visitors should be returners by the end of the year

BENEFITS OF DIGITAL MARKETING OVER TRADITIONAL MARKETING

Clearly the world of technology, digital marketing and social media is having a significant impact
on how we behave socially act as consumers and how we do business so it could be fair to say that
any business that does not adapt to the new era of marketing and communications is in danger of
losing out.
Following are the benefits that the company may enjoy woth the help of Digital Marketing
over Traditional Marketing:1. Reduced Cost: The business can develop its online marketing strategy for very little cost and can
potentially replace costly advertising channels such as Yellow Pages, television, radio and
magazine.
2. Real Time Result: The Company is not required to wait weeks for a boost in their business like
they have to wait for a fax or form to be returned. They can see the numbers of visitors to their
site and its subscribers increase, peak trading times, conversion rates and much more at the touch
of a button.
3. Greater Engagement: With digital marketing one can encourage their prospects, clients and
followers to take action, visit their website, read about products and services, rate them buy them
and provide feedback which is visible to the market. So it doesnt take long for good publicity to
enhance the prospects of the business.
4. Viral: How often do the sales flyers get passed around instantly by the customers and prospects?
Online, using social media share buttons on the website, email and social media channels enables
the message to be shared quickly.
If we consider the average Facebook user has 190 friends of which an average of 12% see their
liked posts your one message has actually been seen by 15 new prospects, now imagine a
number of them also like and share the message and their friends do the same.
5. Far Greater Exposure: The firms have the benefit of attractive to customers in
results that can be brought by a medium rapidly. Online marketing gives a
range to them of options to promote their business to the market. Thus, the

technique and overall success of marketing strategies rely on business objectives and the total
amount the business desire to purchase online marketing.
6. Brand Development: A well maintained website with quality content targeting the needs and
adding value to your target audience can provide significant value and lead generation
opportunities. The same can be said for utilizing social media channels and personalized email
marketing.
7. Simple to Measure: One can see in real time what is or is not working for their business online
and can adapt very quickly to improve the results. For measuring traffic to the site one can use
Google Analytics to measure specific goals which they want to achieve for their website or blog
and most packaged email marketing solutions provide good insight into how many people are
opening, reading and converting from your emails.

GENERAL ELECTRIC:-

General Electric(GE) is an American multinational conglomerate corporation incorporated in

New York, and headquarter in Boston. As of 2016, the company operates through the following
segments: Power & Water, Oil and Gas, Aviation, Healthcare, Transportation and Capital which
cater to the needs of financial services, Medical devices, Life Science, and Engineering industries.
In 2011, GE ranked among the Fortune 500 as the 68th-largest firm in the U.S. by gross revenue,
and the 14th most profitable. As of 2012, the company was listed the fourth-largest in the world
among the Forbes Global 2000, further metrics being taken into account. The Nobel Prize has
twice been awarded to employees of General Electric: Irving Langmuir in 1932 and Ivar
Giaever in 1973.

DIGITAL MARKETING TECHNIQUES USED BY GENERAL ELECTRICS

(GE)
At Innovation Enterprises Digital Marketing Innovation Summit, GEs Head of Global Digital
Programming, Katrina Craigwell, shared some examples of how GE was able to leverage digital
marketing and online social platforms to capture the imagination of technology lovers worldwide.

Before deciding on what actions to take, a brand needs to figure out what the goal of their digital
marketing strategy is. GE had three goals:
1. Increase audience awareness of the scope of what GE does and highlight positive experiences
with the brand.
2. Support pipeline for young engineering and business talent. GE wants the people who are
thinking about working at Google, Facebook and Apple to think about them as well.
3. Drive interest among the next generation of potential shareholders. GE has been around since
1892 and their current shareholders are aging. The company needs to attract the next generation
of shareholders.
After defining the overarching goals, GE needs to figure out how to achieve them by
establishing their target, objective and strategy to reach their audience.
What is the brand messaging and how are they going to convey that to the audience they want to
target through digital marketing?

The Digital Era Of GE:

GE is on a lot of social platforms. Part of their digital strategy is to try to be first-movers on many
platforms to test out whether or not it is suited to the brand. Instagram is one of the first platforms
they experimented on and they came back with highly successful results.
Below are two examples of how GE approached their digital campaigns:-

1. GEInstawalk
One of GEs Instagram campaigns was called #GEInstawalk. The inspiration behind this was:
while the digital team was shooting photographs of their factories with professional
photographers for social media, they thought, What if we could invite people into these
shoots?

As a result, the company invited six Instagram influencers and six GE super fans to take a special
tour of the jet engine test facility in Peebles, OH. They encouraged the guests to take photos of
their experience and post it on Instagram. The results were highly successfulthey received:

3.5MM Instagram followers across the InstaWalk feeds in aggregate

200K+ social engagements in first 48 hours.

The reason for this success is simple: give 12 people an experience theyll never forget, and it
stays with them for a very long time. This pays off for the brand in the long run. Generating
positive experiences among young people right now will impact GE favourably in the future.

2. GESpringBreakIt
During the Spring Break of 2014, GE made a new viral video campaign to celebrate the
innovations in materials science. The company asked their followers to send them requests
through social media for things to crush using their machines. They then ran everyday items
through destructive test labs, deploying 78 content assets over two days. The results of the
campaign were as follows:

300+ fans received videos

2.2K+ hash tag mentions

1.4M+ video views

120M+ earned media impressions

Again, this campaign focuses on generating positive experiences for people and giving them a
new perspective on GE as a company.
This kind of campaign has both short term and long term benefits as it generates engagement now,
but strong branding for the future.

CONCLUSION
No one can defeat a person until that person lose all from his inner-self
The above lines said by anonymous, shows the will power of person that the person will not lose
till the time he lose all by himself. The same sprit was followed by General Electrics when they
started to lose their business because of the digitalisation era.
But as the quote says, General Electric did not lose hope and fight to become number one all again
with little strategies.
The biggest lesson learned here is the importance of finding the right digital voice for your brand.
The success of GEs digital strategy can be attributed to finding the sweet spot between the
companys core values and expressing that in a visually appealing and relevant way.
GE targeted the right audience people who were already interested in technology and the
company with the right message using the most suitable platforms. As a result, they were able to
garner significant engagement among their target and increase awareness of the brand among
young people.
Thus following are the benefits of Digital Marketing that any company can avail with little correct
actions.

BIBLIOGRAPHY

In order to make this project I have taken reference from following links:

http://www.smartinsights.com/marketplace-analysis/customer-analysis/digital-marketingstatistics-sources/

http://blog.btrax.com/en/2014/10/06/how-ge-used-visual-storytelling-to-grow-their-brand/

https://en.wikipedia.org/wiki/General_Electric