A humble to attempt to understand the Digital Business and the current Trends - Thanks to all Industry Masters and their knowledge on the Internet which has been utilized to convey this Information

1. Understanding the Digital Marketing Services - 2011
1

2. Outline
Digital World Display Advertising
Evolution to Revolution Early days of ad serving
Advertising Landscape for CMO AD Serving Techniques
Consumer behavior AD Servers (Network Designs)
User Interface & Device usage evolution AD Networks
Optimum use of Digital media Marketing AD Exchanges
Online Advertising eco system Ad network & Ad Exchange - How it helps
Advertisers and Agencies - Marketing preferences Rich Media Ads
Advertisers and Agencies - Online marketing methods Types of Rich media & Creative types
Advertisers and Agencies - Top marketing objectives Digital Advertising - Real- Time bidding
Social Media B2B Sales Types of Ads & Share of Publisher Ad Impression
Mobile Search Advertising Bad Design – Causing consumer irritation
Key Contributors - Online Marketing ecosystem
Internet Marketing Spend Web Analytics
Internet Marketing Revenue Analytics Landscape & Framework
Crouching Tiger – India Online Industry What can we track in Web Analytics?
Web Analytics Usage & Market share
Search Marketing Web Analytics tools
Search Engine Usage Web Analytics tools – frustrations
Searches and Search share by Categories Key features of web analytics tools
User Behavior in Google Web Analytics Tools – Technology
Social Search Results on Search Engines Campaign Analytics
Social Search Features Global Campaign Spending/Budgets
Social Media impact on Search Engine results Global Campaign Current Average Margins
SEO Process / Success map Re-targeting
SEA Process – Campaign Management Social Media Analytics – Life Cycle
Search Engine Optimization Vs Paid Search Advertisement Social Media Monitoring Tools
Successes on Search Marketing Section Factors of SMM Tool
Mobile Search
Appendix
2

3. Online Marketing
3

4. After years of evolutionary change, emerging “Scienceified” Digital Online Media has
enabled Integration of Reach, Engagement, Reciprocity , Monetization and Measuring
all these factors via a single channel of Marketing
Advertiser
Consumer
Advertiser
Consumer
Factors Traditional New Online “Scienceified”
Time Period Prior to 1990 1990 to present 1995 to present 2008 to present
Gauge Broadcast Narrowcast Targeted Personalized
Cable, Satellite Radio Social, Mobile, Local, Real
Channels TV, Radio, Print Internet
Specialty Magazines Time
Time Warner, CBS, Disney, Comcast, HBO, PRIMEDIA, Facebook, twitter, Zynga,
Ex: Companies Google, Yahoo, AOL
Via COM, NBC SIRIUS foursquare
Subscription, Brand Data Driven, Advertising -
Business Model Subscription ROI-based Advertising
Advertising Ecommerce
Content Delivery Push Push Pull Real Time Push
Consumer Choice Few Many Infinite Personalized
Pace of Growth Slow Accelerated Rapid Very Rapid - real time
Capital Required Very Large Large Medium-low low - nil
Evolution Revolution
Channel Integration
iPad, Smartphone, Kindle
Tablet, MP3, Cell
1,000,000
phone/PDA, Car
Electronics, GPS, ABS,
100,000 A/V, Mobile Video, Home
Devices/Users (MM)
10,000
Entertainment, Games.
Mobile internet Wireless, Home
1000 Appliances
Desk Top Internet
100
PC
10
Minicomputer
1
Mainframe
1960 1970 1980 1990 2000 2010 2020 4

5. CMOs needed transparency, authenticity, and engagement-a significant change from “Above the line” or
“Below the line” marketing messages. Now Digital media is enabling marketers the KPI for investment:
scale, audience targeting, standards, a common marketplace for the buying and selling of Ads, and of course
measurement.
Goals
Traditional
Television Print Outdoor Radio
Above the Line
Media
•Tailored to reach a mass
audience
PR/Viral Awards Endorsement Sponsorship Placement
•Establish brand identity or
reinforce concepts surrounding
a product or brand
Digital Internet Mobile Through
the line
•Targeted to individual
consumers, based on their
CMO express needs and preferences
Loyalty
CRM Mail Phone •Issue a "call-to-action",
Program
inspiring specific customer
activity or tailored messages
Below the Line
about a product or brand
One-shot Sample offer
•Provide highly measurable
results allowing marketers
insight into return-on-
In-Store investment and the
Relational POD events
Advisors effectiveness of individual
tactics
Material Merchandising Packaging Promotions POS •Establish one-to-one
relationships between
consumers and marketers
5

6. For a Digital Consumer Micro content items are the preferred consumption elements
because they are more relevant. Relevancy creates attention, which becomes a key
asset for digital businesses a key measure for consumer choice and decision
Blogs
Read some not
Edu tech wiki all
I use and Wiki educator
Wikipedia contribute to
others Strong Follow each
Conversational ties other on
Twitter
Email Client
Circles of Trust
Blogger sphere / Personal Trial fire Extension
Trustworthy Desktop web server
Web Browser
Web Browser
Sources Browser PMOG
Web based Online consumers can identify
Friends & Trusted
Edubloggersphere /
Acquaintances
Suites Consumer Personalized
toolbars and consume media in its
Friends of Friends Mobile
Extensions smallest practical denominator
Personal Media
production Tools Bookmark lets
Flock Social Browser
The
Basis for OER recommender
Will subscribe to
my Part of my each other’s feeds
searches del.icio.us & channels
network Create new connections/
build reputation by using
external hosting services
for rich media
The
Almighty
Google Public social bookmarking
effects Google rank can
establish online reputation
Social Bookmarking
6

7. With Humongous Digital information to consume, and emerging interactive media,
need for sensitive user interface device resulted in emergence of personalized
technology innovation
Text Graphical Touch
User
Interface
Keyboard Mouse Fingers
Input
Device
Creation Communication Consumption + sharing
Device
usage
Personal computing Internet Computing Mobile Internet Computing
Computing
Cycle
7

8. In order to ensure an extremely targeted audience with the right message and, consequently, increase their
brand awareness, better inventory management and return on investment (ROI) performance - Marketing,
PR and Customer Service activities seems to be making Optimum use of fast-evolving Digital media, because
of the interactive nature of the technology
TV Internet
Sales Lift +8% over 12 months +9% over 3 months
Percent of Campaigns
Showing Statistically 36% 80%
Significant Lift
8

9. Online Marketing Ecosystem – Consists of Media Buyers and Sellers supported by
entire ecosystem of Integrated Digital Demand and Supply channels enabled by
Platforms, Infrastructure and emerging independent Smart Technology
Media
Agencies
Audience data
DSP SSP
Advertiser
Consumer
Publisher
Media
Yield Mobile
Buying DSPs Ad Networks
Optimization
Platform
Creative Publisher Verification/
Analytics Vertical Attribution
Optimization Tools
SEM SEM Search Performance
Targeted
Agencies Tools Engines
Data SEO
DMP
Data Sharing Data /
DMP
Exchanges / Providers/
Suppliers Social Tools
Aggregators Tools
Ad Ops /
INF
Ad Server
Infrastructure
DSP – Demand Side Platform DMP – Digital Media Platform
SSP – Supply Side Platform INF - Infrastructure 9

10. Digital Media Advertisers and Agencies – Marketing preferences
Online Marketing Annual Revenue, In Billions
10

11. Key Online marketing methods carried out by Agencies and Advertisers
Social
Media
Marketing
Top Metrics to measure Online marketing method
Top 10 Metrics SEO PPC SMM
Site Traffic
Position
Brand Awareness
Conversion rate
Number of Sales / Leads
Customer Engagement
CTR
ROI
Page Rank
CPC
Customer Satisfaction / Advocacy
11

12. Top marketing objectives across industries
60% Advertisers
51%
50%
39%
40% 37%
34%
32%
30% 26% SEO
PPC
20% 16% 17% 17%
SMM
10% 8% 8%
6% 5%
2% 2%
0%
Generate Leads Drive Traffic to Website Sell Products, services or Increase Brand awareness improve cusomer service /
content directly online / enhance reputation customer satisfication
60% Agencies 57%
50%
43%
40%
40% 35%
30% 28%
30% SEO
PPC
20%
13% 12% 13% SMM
8% 6% 8%
10% 4%
1% 2%
0%
Generate Leads Drive Traffic to Website Sell Products, services or Increase Brand awareness improve cusomer service /
content directly online / enhance reputation customer satisfication
12

13. Social Media B2B Sales
Average Social Media Activity of Fortune Social Media Reach
100 Companies & Usage by Country
27 Tweets/ 7 Blog posts/
week month
3.6 Posts/ 10 Videos/
week month
2010 – avg. 2010 saw 30% The world now
66% more increase in
time on SM spends over 110
than 2009 visitors
sites 6 billion minutes on
hours compared to social network
2009 sites and blogs
A negative
comment on the
social network
site could cost a
company a loss
of 30 customers
13

14. Mobile Search Advertising
Mobile Search Advertising Advantages - Survey report 2010 Mobile Search Share
Mobile Search Advertising Industry difficulty - Survey report 2010
Source: Internet Sources 14

15. In spite of higher ad spending on TV compared to Internet there is a media
consumption due to lack of Target Audience and Interactivity
Source: Internet Sources 15

16. Internet marketing spend
Marketing spend in US - 2010
Search marketing spend
62.45%
Display marketing spend
29.53%
Email marketing spend
4.76%
Social media spend
3.29%
Source: Internet Sources 16

17. Internet marketing revenue
Marketing revenue in US - 2010
Internet Ad revenues by major industry category
Source: Internet Sources 17

18. Crouching Tiger – India Online Industry
100%
80% E-Commerce
60% Entertainment
40% Information
20% Chat
Email
0%
All 30 Cities School College Young men Older men Working Non working
Going Kids Going Women Women
Internet Usage
0.4%
3% 8%
80%
37% 70%
60%
50%
40%
30%
48%
4% 20%
10%
0%
2001 - 2002 - 2003 - 2004 - 2005 - 2006 - 2007 - 2008 - 2009 -
2002 2003 2004 2005 2006 2007 2008 2009 2010
Cinema Internet Outdoor Print Radio TV
Source: Internet Sources 18

19. Search Marketing
19

20. Search Engine usage
Who is Searching? Where users are Searching?
Why users are Searching?
Source: Internet Sources 20

21. Searches and Search share by Categories
Number of Searches per month (Millions)
Search Volume by Categories
21

22. User Behavior in Google
User s Click through behavior Click Through Rate by SERP Position
Organic Search Paid Search
46.4% 17.0%
29.4% 13.0%
19.8% 7.0%
17.5% 5.0%
14.9%
13.4%
% of Clicks by number of Search Keywords
Short tail keywords
Long tail keywords
Source: Internet Sources 22

23. Social Search Results on Search Engines
New Universal Search Results Top Indexed pages sites in Google
# of Indexed pages in Google
Size of Search Index
# of Indexed pages
Source: Internet Sources 23

24. Social Search Features
Google’s Social Search Sources Profile Page in Google
Social search results on Search Engine result page Personalized Social search results on Google
24

25. Social Media Effect on Search Engines Results
Content / Video Created
Tweet about Twitter user posts
Story/conte story/content to story on their
nt hits diggs their Followers Facebook Status
Front Page
500 million
unique
40 million unique visitors visitors
96 million
Digg User submits unique Different Friends
story to Reddit, makes visitors share it with
front page their friends
Makes front page on
stumpleupon through Story gets
vote up the story Retweeted
allover
Twitter
Search Engines Results for Story/Topic,
• Targeted website
• Major & Small Blogs (inbound link to website)
• Digg Story (linking to website)
• Tweet (linking to website)
Videos Blogs • Facebook (linking to website)
Social Bookmarking Micro Blogs Social Networking sites 25

26. Search Engine Optimization (SEO) Success Map
3. On-Page 5. Social Media
1. SEO Planning
Optimization Link Building
Goal Setting
Identify Social Media
Keyword channels
Personalized
Analysis
Page searching
Competitor Sign-up & Profile
benchmarking markup
page creation Participate in
factors
Forums
Tracking and
Key phrase
improvement SEO objectives
process Maximizing factors Link postings for
Domain Name & To generate,
opportunity viral traffic Sharing the links &
Document filename Rich media content
& Minimizing risk
SEM strategy: Paid Vs Creation of themed
Natural Vs Affiliate key-phrase pages Negative factors
Awareness
Site Architecture & Filters
Leads
Sales
Duplicate Press releases SERP Tracking
Google ‘Sandbox/ effect Content & Analysis
and content velocity Domain Blogs & user generated
Dynamic Content strategy content (communities)
& onsite-search Traffic Source
Negative factors
Analysis
Internal Bounce Rate
Robot coverage &
Linking Analysis
frequency
Penalties
Evaluating & maximizing External Link
quality Landing
index coverage Sitemaps pages
External Link
Site technology Persuasion
Partners Volume
Geo-location effectiveness
Site submission
4. Traditional 6. Conversion
2. Index Coverage Link Building efficiency 26

27. Search Advertising Process Flow
Start
Business Branding &
ROI Market Research Top Line Growth
Objectives Exposure
Product Match Type
Keyword Industry & Long Competitive Negative
Information & (Exact, Phrase, b
Research Tail Keywords Analysis Keywords
Features road)
Brand & Non- Head, Long Highlight
Ad Campaigns &
Brand Keywords tail, Seasonal benefits &
Ad Groups Campaigns Keywords Special Offers
Campaign Ad Copy Landing Page Disqualify
Quality Score
Development Optimization Optimization irrelevant Clicks
Successful
Syndication Content & Geographic
Campaigns -
Strategy Search - Tracking Targeting
Tracking
Bid on return
Ad Performance Keyword
Bid Strategy rather than
Testing Adjustments
Position
Split test landing Collect enough
Analytics &
Split test ad copy page & data to draw
Conversion Conversion rate conclusions
27

28. Search Engine Optimization Vs Paid Search Advertisement
SEO & PPC ROI Trend SEO & PPC Risk Trend
Campaign End
Risk
Visitors
SEO’s ROI continues
with low cost
1 2 3 4 5 6 7 8 9 10 11 12 Campaign Time
Months
PPC SEO
PPC SEO
PPC Budget SEO Budget
28

29. SEO Case SOLVED - Client Initial Business Problem & Recommendations
Client Initial Business Problem : ‘Client has observed a decrease in the organic traffic to client website since the end of August/ early September 2009‘
• Is the impact primarily due to traffic generated by branded keywords or non-branded keywords?
• What can be done to make sure site pages rank higher up in organic search results?
• How to move up the search engine ranking quickly?
In-depth Market Research & Website Analysis
SEO Recommendations
Comprehensive Competitive Analysis
Keyword Research
Website Optimization & Content Restructuring ON-Page Changes
URL Restructuring
Search Engine Submissions
Strategic Link Building Program Traditional Links
Social Media Links
Regular rank reporting, site monitoring & corrective action
29

30. SEO – Success Measurement
After Tagging Implementation - Changes in Visits
* Data based on tagging implemented 30 main pages
Changes in Search Engines Visibility
30

31. Mobile Search
Mobile Content Usage share in US - 2010
US Mobile Ad Spending Worldwide Mobile Advertising share - 2010
Source: Internet Sources 31

32. Display Advertising
32

33. Display Advertising
Early Days Advanced
Static content was used Animated Ads are served now
Hyperlink used to link one site to another Clicks and Impressions has been tracked
First online ads were text links or simple graphic Rich media Technology born, it attracts large
Audience
Publisher use to hard code, host and serve them Advertiser start to send coding to publisher
Java applet programming has been used for
Programmers wrote simple CGI script to rotate ads
animation
Publishers’ managed multiple ad campaigns of Multiple campaigns has been monitored under
advertiser. So demand increased one roof
Publishers’ needed a solution for managing and
Third Party Adserver was born
reporting of all the campaigns
33

34. AD Serving Techniques
Macros for Tracking
“% C” - Tracking Clicks
“% i” - Tracking Impressions
“% n” - RNG
“% G” - User info Tracking
34

35. AD Servers (Network Designs)
Internal AD Server Third Party AD Servers
35

36. AD Networks
Inventory Forecasting Inventory Sales Ad Delivery
Aggregate inventory across Sell Slices of inventory to Deliver advertiser creatives
multiple publisher Sites different advertiser, Negotiate across multiple sites meeting
rates, based on volume different advertiser criteria.
Forecast Volume of Inventory
Use 3rd party data for slicing
inventory, e.g. by demographic
by advertiser
36

37. AD Exchanges – How it works?
How a real-time ad exchange works
1. Visitor Enters Publishers Website. [00:00:00.0000]
2. Ad Exchange makes available details of Visitor, Publisher Site, and ad unit to participating Advertisers
and agencies [00:00:00.0002]
3. Advertisers respond with different bid based on value of impression, ad creative. [00:00:00.0007]
4.Ad exchange selects highest paying advertiser and sends corresponds Ads to publisher website.
[00:00:00.0009]
5.Visitor Sees Creative from highest paying advertiser. [00:00:00.0010]
37

38. How does Ad network help the Publishers
Publishers How it helps
• You are running a website Type
• Site Targeted
• Advertisers pay you to display ads . • Contextual / Keyword
• Category Targeted
AD Network
• Want your visitors to see only relevant, interesting • Audience Targeted
ads
Good For:
• Want to manage ad inventory effectively • Sites with good traffic
• Sites with in a specific niche
• Maximize ad revenue • Shopping Sites
• Mature content sites
• Minimize operational costs • niche such as Insurance, Legal,
Loans
• Do not want to make changes to your website every
time you add a new advertiser Views:
0.05 USD to 0.15 USD / click
38

39. How does Ad Exchange help the Publishers
Publishers How it helps
• You are running a website Type
• Contextual Targeted
AD Exchange
• you need to sell your inventory . • Behavioral Targeted
• Need to access thousands of advertisers with minimal Good For:
effort. All Sites with good traffic
• Need to put up Inventory for auction in exchange Views:
Real time bidding
• Need an market and real time floor price for auction
• Maximize ad revenue
• Minimize operational costs
39

40. How does Ad network & Ad Exchange combinly help the Publishers
Advertisers How it helps
• CPA Goals • Provides Potential client
AD Networks &
AD Exchange
• Targeting Parameters • Contextual, Behavioral, Retargeting
• Pay to reach the target • Audience Segmentation
• To bid on right Inventory • RTB
• Full transparency • visibility on the site, visitor and ad unit which
they are bidding on
• Best class in data optimization technology
• Automated Optimization Technology
40

41. Rich Media Ads
Rich media is an Internet advertising term for a Web page ad that uses advanced technology
such as streaming videos , downloaded applets (programs) that interact instantly with the
user, and ads that change when the user's mouse passes over it
• Rich Media Ads require more time and expense, but are well worth it.
• Rich Media Ads outperform Standard Ads.
Advantages of
• Rich Media Ads are measurable and scalable
Rich Media Ads
• Rich Media Ads have higher recall rates and favorability
• Rich Media ads are winning audiences and awards
41

42. Types of Rich media & Creative types
• Third Party Rich media
• Rich media creative in standard Ad slots
Types of Rich • Rich media creative as full web pages
media • Interstitials
• About streaming media
• Expanding Creative
• Flash Creative
• Flash Creative Expanding
• Floating Creative
Creative • Multidirectional Creative
types • Peel Down
• Video Creative
• Take Over
• Teaser
• Widget Ad
42

43. 88% of buyers plan to buy via RTB in 2011, up from 75% last year
RTB Sales
47% of media buyers say that the benefits or RTB will increase their overall digital advertising budget this year
(16% said it would not, 37% were unsure).
What % of your digital display advertising was/will be purchased via Real- Time bidding
Real Time Bidding Tactics 43

44. Types of Ads & Share of Publisher Ad Impression
Banner Ads
Interstitial Ads
Pop up Ads
Take Over Ads
Floating Ads Contextual Ads
44

45. B”AD” Design – Causing consumer irritation
45

46. Web Analytics
46

47. Analytics Landscape & Framework
Analytics Landscape
Campaign Analytics Social Media
Web Analytics
Media Buyers Media Enablers Media Sellers
Analytics
(Advertisers) (Ad Network) (Publishers)
• User Behavior • Brand Awareness
• Traffic Sources • Conversation
• Campaign ROI • Campaign Revenue • Post Campaign Volume & value
• Content Analysis
performance • Product Reach • Consumer Behavior • Influencers
• Product Sales • Website Performance • Advertisers &
• Goal Conversions Publishers Campaign • Conversation
approach Sentiment
• Re targeting Performance Analysis
approach
Repeat Determine
Process Needs Identify Goals
Periodically
Measure
Results
Analytics Framework Define Metrics
Implement
Improvements Test Collect Data
Record
Improvement
Strategies Baseline
47

48. What can we track in Web Analytics?
Visitors Page Bounce Conversio Referral Keywords Campaign,
Clicks
History Views Rate n Rate Sites Details Etc.,
Number of
We can track all Visitors who have
the details about number of users converted as The keywords
Visitors, like who clicked on customers for eg:- used by the
Visits, % of New targeted Link a purchase, a form visitors
Visitors, Repeat submission, and
Visitor so on
The percentage of
visits where the visitor Tracking the amount of
enters and exits at the activity generated All campaign details
Number of pages
same page without through advertising and still we can track
viewed by the visitors
visiting any other relationships with more
pages on the site in external web sites
between.
48

49. What does your organization use web analytics for? & Market Share
Free tools
59.38 %
Paid tools
40.62%
Source: Internet Sources 49

50. Web Analytics tools usage by Small & Large Companies
• Real time data
• Cost effective
Free Web Paid Web • Customize tracking facility
• Easy implementation
Analytics Tools Analytics Tools • Unlimited conversion
• User friendly interface
tracking
Source: Internet Sources 50

51. The below Table highlights the most common frustrations by solution type. The
common theme that emerges is a difficulty analyzing data and the absence of
organizational resources to devote exclusively to Web analytics.
Not enough
Lack of insight resources at the We do not Data delivered
as to how to organizational Data is difficult perceive to be by the two
Analytics data is
convert level to derive to extract from getting the full separate
difficult to
Web Analytics KPIs/metric quantifiable analysis value from our systems does
interpret
Solution Type reporting into business value platform web analytics not always
action items from free solution(s) "match up"
solution
Free 44% 42% 23% 23% 21% N/A
Paid 45% 24% 28% 28% 31% N/A
Both 47% 33% 20% 16% 22% 29%
Source: Internet Sources 51

52. Key features of web analytics tools & Competitor comparison
Key Features
Customizable
Dashboard
Real-time Data
Campaign
Tracking
Visitor Behavioral
Reports
Free Service
Mobile Browser
Monitoring
Social Media
Monitoring
Multiple Site
Monitoring
Mobile Access
Conversions
Source: Internet Sources 52

53. Analytics Tools technology
Process Engine
Web
Server Site Search
Create Fields
Log File
Apply Filters
Create Report
Visitors
Browser
Java
Script
Google Analytics
Server
Cookies
Database
53

54. Campaign Analytics: Gain a better return from your online campaigns. You learn to
determine Key Performance Indicators (KPI's), to define campaign labels and to pro-
actively manage your campaign results.
Campaign Analytics
User Behavior Financial Impact Goal Conversion Technical reports
Survey Report Publisher Report Low Driving
Drop Off Report
Campaign
Report
First Touch Cost Analysis First Pixel Fire
Report
Last Touch Cost & Revenue
Report
Demographic
Report
Lag analysis
Click through lag
analysis
View through lag
analysis
54

55. Spending/Budgets
70%
55

56. Current Average Margins – Ad networks
High Margin
Businesses
56

57. Re-targeting - The best tactic used for conversion
• Very high degree of control over who sees your ad
Advantages
• Negotiate special terms, such as special ad
placements or custom ad formats.
• Great for limited local ad campaigns.
• Straightforward purchase process, since you will
usually be working one on one with a real person.
• Typically higher cost than buying space through an
Disadvantages
ad network.
• More time-consuming than working through an ad
network.
• Not a good option for large campaigns, since you’d
have to contact each website owner one by one.
• Can be difficult to track performance.
57

58. Social Media Analytics – Life Cycle
Discover Analyze Segment Strategy Execution
Data Source: Product
(Blogs, social networks, Development Future
forums/message Direction
STATEGIC
boards, video/photo
sharing)
Strategic
Planning Campaign
Conversation:
Data
Buzz, Value, Volume, Distill
Segme Corp Insights
Frequency relevan CRM
ntation Communication drive
t signal
Demographic: (Filter, focused
from
Location, Gender, Age Group, business
social Marketing &
Tag, As strategies Innovation
noise Advertising
sign)
TACTICAL
Influence:
Channels, Reach, Reputation
Customer Care Management
Voice share
Sentiment: Customer
Consumer Attitude Satisfaction
Sales Improvements
58

59. Social Media Monitoring Tools
Social Media Monitoring Tools
Paid Free
1. Radian 6 5. Ubervu Raven 1. Social Mention 5. Trendistic
2. Sysomos 6. Hootsuite Pro 2. Whoistalking 6. Thinkup
3. Alterian SM2 7. Peer Index 3. Howsociable 7. Tinker.com
4. Meltwater Buzz 8. Lithium 4. Backtype
Who is buying SMM tools?
10.00% “
Marketing Executive
42.90% “
10.70% “ Social Media Manager
Small Business
Manager 19.30% “
17.1% “ Agency Professionals
Consultant
Source: Internet Sources 59

60. Survey participants were asked to rate different factors according to how important that
particular factor affected their selection of a SMM tool. On a scale of 1 to 4 being the most
important factor. The data for each "factor" is presented as an average rating.
What factors affect the selection of a SMM tool?
Source: Internet Sources 60

61. This part of the programme was brought to you by
61

62. Thank You
For any of your valuable feedback & queries you could reach, engage and reciprocate
@
Rama Gadde Pratap.SR Jagadish D Ravisankar Ram Prasanna
rama.gadde@salorix.com pratap.sr@salorix.com jagadish.d@salorix.com ravisankarb@salorix.com ram@salorix.com
krishna.ozone Pratap.shivapuram jagadish.1986 seoravi Ram.prasann
/Ramakrishna Gadde /pratap.shivapuram /Jagadish Diwakar /seoravi /ram.p.kharvy
Ramakrishna Gadde Pratap.sr jagadish.diwakar ravisankar81 Ram-prasanna
Paid version Paid version Paid version Paid version Paid version
62

63. Appendix
63

64. The Toppers
80.00%
Search Engines 70.0% Social Networking Websites & forums
60.00% 60.0%
50.0%
40.00% 40.0%
30.0%
20.00% 20.0%
10.0%
0.00%
0.0%
Google Yahoo! Bing Ask AOL Search
Facebook Youtube Twitter MySpace Yahoo!
Answers
10.0% TV Websites
8.0% IT/Internet-based Business/Finance Websites
50.0%
6.0%
40.0%
4.0% 30.0%
2.0% 20.0%
10.0%
0.0%
0.0%
The Weather MSNBC HULU CNN.com ESPN
Channel - US
14.0%
Games Websites
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Pogo Yahoo! MSN Games Addicting Club Penguin
Games Games
Source: Internet Sources 64

65. Social Media Factors
65

66. Campaign Analytics
Explanation
Finding the pixel drop off for any campaign and comparing pixel fires
Drop Off Report
with yesterday, 2 days ago & 3 days ago
if pixel fires are more than 50 first time yesterday and created within last 21 days then those
First Pixel Fire Report
has to be reported.
Publisher Report For top 5 publisher monitoring reports to track pacing, performance & margin
Survey Report Survey Report for selected campaign to track response rate & positive answer rate
Cost Analysis Monthly wise to find Average CPM for placement
First Touch A First Touch Analysis is a way to look at the first ad shown to a user who eventually converts.
A Last Touch Analysis is a way to look at the first ad shown to a user but not first time who
Last Touch
eventually converts.
To find the gender and age between like - <25, 25-34, 35-44, 45-54, 55-64, >64 fro who
Demographic Report
eventually visited the website.
Low Driving Campaign Report To find which campaign doesn’t have retargeting segment.
Recurring Report To track selected campaign impression, Conversions, revenue & CPA.
Monitoring Campaigns Monitoring campaigns before served 90% noon
66