Understanding the digital marketing services 2011

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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

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

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  • 1.
  • 2. Outline
      • Digital World
      • Evolution to Revolution
      • Advertising Landscape for CMO
      • Consumer behavior
      • User Interface & Device usage evolution
      • Optimum use of Digital media Marketing
      • Online Advertising eco system
      • Advertisers and Agencies - Marketing preferences
      • Advertisers and Agencies - Online marketing methods
      • Advertisers and Agencies - Top marketing objectives
      • Social Media B2B Sales
      • Mobile Search Advertising
      • Key Contributors - Online Marketing ecosystem
      • Internet Marketing Spend
      • Internet Marketing Revenue
      • Crouching Tiger – India Online Industry
      • Search Marketing
      • Search Engine Usage
      • Searches and Search share by Categories
      • User Behavior in Google
      • Social Search Results on Search Engines
      • Social Search Features
      • Social Media impact on Search Engine results
      • SEO Process / Success map
      • SEA Process – Campaign Management
      • Search Engine Optimization Vs Paid Search Advertisement
      • Successes on Search Marketing
      • Mobile Search
      • Display Advertising
      • Early days of ad serving
      • AD Serving Techniques
      • AD Servers (Network Designs)
      • AD Networks
      • AD Exchanges
      • Ad network & Ad Exchange - How it helps
      • Rich Media Ads
      • Types of Rich media & Creative types
      • Digital Advertising - Real- Time bidding
      • Types of Ads & Share of Publisher Ad Impression
      • Bad Design – Causing consumer irritation
      • Web Analytics
      • Analytics Landscape & Framework
      • What can we track in Web Analytics?
      • Web Analytics Usage & Market share
      • Web Analytics tools
      • Web Analytics tools – frustrations
      • Key features of web analytics tools
      • Web Analytics Tools – Technology
      • Campaign Analytics
      • Global Campaign Spending/Budgets
      • Global Campaign Current Average Margins
      • Re-targeting
      • Social Media Analytics – Life Cycle
      • Social Media Monitoring Tools
      • Section Factors of SMM Tool
      • Appendix
  • 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 Evolution Revolution 1,000,000 100,000 10,000 1000 100 10 1 Devices/Users (MM) Channel Integration Factors Traditional New Online “ Scienceified” Time Period Prior to 1990 1990 to present 1995 to present 2008 to present Gauge Broadcast Narrowcast Targeted Personalized Channels TV, Radio, Print Cable, Satellite Radio Specialty Magazines Internet Social, Mobile, Local, Real Time Ex: Companies Time Warner, CBS, Disney, Via COM, NBC Comcast, HBO, PRIMEDIA, SIRIUS Google, Yahoo, AOL Facebook, twitter, Zynga, foursquare Business Model Subscription, Brand Advertising Subscription ROI-based Advertising Data Driven, 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 Consumer Advertiser Consumer Advertiser 1960 1970 1980 1990 2000 2010 2020 iPad, Smartphone, Kindle Tablet, MP3, Cell phone/PDA, Car Electronics, GPS, ABS, A/V, Mobile Video, Home Entertainment, Games. Wireless, Home Appliances Mobile internet Desk Top Internet PC Minicomputer Mainframe
  • 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. Above the Line Below the Line Digital Internet Mobile Traditional Media Television Print Outdoor Radio PR/Viral Awards Endorsement Sponsorship Placement CRM Mail Phone Loyalty Program One-shot Sample offer Relational POD events In-Store Advisors Material Merchandising Packaging Promotions POS
    • Tailored to reach a mass audience
    • Establish brand identity or reinforce concepts surrounding a product or brand
    • Targeted to individual consumers, based on their express needs and preferences
    • Issue a "call-to-action", inspiring specific customer activity or tailored messages about a product or brand
    • Provide highly measurable results allowing marketers insight into return-on-investment and the effectiveness of individual tactics
    • Establish one-to-one relationships between consumers and marketers
    Through the line Goals CMO
  • 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 Consumer Blogs Wikis Circles of Trust Search Social Media Services Web Browser Micro Blogs/ Presence Tools Mobile Email Client Personal web server Browser Personalized toolbars Extensions Bookmark lets Personal Media production Tools Web based Suites Desktop Friends & Trusted Acquaintances Edubloggersphere / Friends of Friends Blogger sphere / Trustworthy Sources Follow each other on Twitter Flock Social Browser Trial fire Extension PMOG OER recommender In each other IM clients Don’t interact with them in this medium Wikipedia Edu tech wiki Wiki educator I use and contribute to others Some will use my Wiki Given them access to personal Wiki The Basis for my searches G Reader Search Technorati/ Other Blog based search Google source for Google Coop engines Creative Common search engines The Almighty Google Part of my del.icio.us network Use “for” links to share with each other The serendipity of tags Some will see my links through feed or blog syndication Public social bookmarking effects Google rank can establish online reputation Will subscribe to each other’s feeds & channels The serendipity of tags Create new connections/ build reputation by using external hosting services for rich media Referrer logs & the power of positive narcissism Find new folks through trusted one comments, links Read some not all Comment on each other blogs Strong Conversational ties read each other faithfully Social Bookmarking Online consumers can identify and consume media in its smallest practical denominator
  • 7. With Humongous Digital information to consume, and emerging interactive media, need for sensitive user interface device resulted in emergence of personalized technology innovation User Interface Input Device Device usage Computing Cycle Text Graphical Touch Keyboard Mouse Fingers Creation Communication Consumption + sharing Personal computing Internet Computing Mobile Internet Computing
  • 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 Significant Lift 36% 80%
  • 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 DSP – Demand Side Platform SSP – Supply Side Platform DMP – Digital Media Platform INF - Infrastructure Agencies Verification/ Attribution Performance Mobile DMP Ad Ops / Infrastructure Ad Server INF Media Media Buying Platform DSPs Creative Optimization Analytics SEM Agencies SEM Tools DSP Audience data
  • 10. Digital Media Advertisers and Agencies – Marketing preferences Online Marketing Annual Revenue, In Billions
  • 11. Key Online marketing methods carried out by Agencies and Advertisers Top Metrics to measure Online marketing method Social Media Marketing
  • 12. Top marketing objectives across industries Advertisers Agencies
  • 13. Social Media B2B Sales 7 Blog posts/ month 10 Videos/ month 3.6 Posts/ week 27 Tweets/ week Average Social Media Activity of Fortune 100 Companies Social Media Reach & Usage by Country A negative comment on the social network site could cost a company a loss of 30 customers 66% more than 2009 2010 – avg. time on SM sites 6 hours 2010 saw 30% increase in visitors compared to 2009 The world now spends over 110 billion minutes on social network sites and blogs
  • 14. Mobile Search Advertising Source: Internet Sources Mobile Search Advertising Industry difficulty - Survey report 2010 Mobile Search Share Mobile Search Advertising Advantages - Survey report 2010
  • 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
  • 16. Internet marketing spend Marketing spend in US - 2010 Source: Internet Sources Search marketing spend 62.45% Display marketing spend 29.53% Email marketing spend 4.76% Social media spend 3.29%
  • 17. Internet marketing revenue Marketing revenue in US - 2010 Source: Internet Sources Internet Ad revenues by major industry category
  • 18. Crouching Tiger – India Online Industry Source: Internet Sources Internet Usage
  • 19.
  • 20. Search Engine usage Why users are Searching? Who is Searching? Where users are Searching? Source: Internet Sources
  • 21. Number of Searches per month (Millions) Search Volume by Categories Searches and Search share by Categories
  • 22. User Behavior in Google % of Clicks by number of Search Keywords Source: Internet Sources User s Click through behavior Organic Search Paid Search 46.4% 29.4% 19.8% 17.5% 14.9% 13.4% 17.0% 13.0% 7.0% 5.0% Click Through Rate by SERP Position Short tail keywords Long tail keywords
  • 23. Social Search Results on Search Engines New Universal Search Results Top Indexed pages sites in Google Size of Search Index Source: Internet Sources
  • 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
  • 25. Social Media Effect on Search Engines Results Twitter user posts story on their Facebook Status Different Friends share it with their friends Tweet about story/content to their Followers Story gets Retweeted allover Twitter Several followers Retweet to their followers 500 million unique visitors 96 million unique visitors Story/content hits diggs Front Page Major Blog sees story on Diggs frontpage link to post about it Smaller blogs see story on larger blogs, they post about it. Digg User submits story to Reddit, makes front page Makes front page on stumpleupon through vote up the story 40 million unique visitors
    • Search Engines Results for Story/Topic,
    • Targeted website
    • Major & Small Blogs (inbound link to website)
    • Digg Story (linking to website)
    • Tweet (linking to website)
    • Facebook (linking to website)
    Content / Video Created Blogs Social Bookmarking Micro Blogs Social Networking sites Videos
  • 26. Search Engine Optimization (SEO) Success Map Maximizing opportunity & Minimizing risk Keyword Analysis Selection Tracking and improvement process SEM strategy: Paid Vs Natural Vs Affiliate Goal Setting Competitor benchmarking Identify Gap Analysis Negative factors & Filters Personalized searching Copywriting Site Architecture Page markup factors Creation of themed key-phrase pages Domain Name & Document filename Behavioral & selected Local News Key phrase factors Density Position Format Meta tags Title tag HTML/CSS page code Site submission Duplicate Content Google ‘Sandbox/ effect and content velocity Penalties Dynamic Content & onsite-search Domain strategy Site technology Sitemaps Geo-location Robot coverage & frequency Evaluating & maximizing index coverage Site structure Press releases Blogs & user generated content (communities) Negative factors Co-owned domains External Link Partners Volume External Link quality Page Rank Site authority Page & Link Context Internal Linking Link quality Range of link types Usability & Accessibility SERP Tracking & Analysis Traffic Source Analysis Bounce Rate Analysis Landing pages Page template re-design Clicks to outcome Persuasion effectiveness Offer relevance Call-to-action Identify Social Media channels Sign-up & Profile page creation Participate in Forums Link postings for viral traffic Sharing the links & Rich media content 4. Traditional Link Building 2. Index Coverage 6. Conversion efficiency
    • SEO Planning
    3. On-Page Optimization 5. Social Media Link Building SEO objectives To generate, Sales Leads Awareness
  • 27. Search Advertising Process Flow ROI Branding & Exposure Market Research Top Line Growth Product Information & Features Industry & Long Tail Keywords Competitive Analysis Match Type (Exact, Phrase, broad) Negative Keywords Brand & Non-Brand Keywords Campaigns Head, Long tail, Seasonal Keywords Highlight benefits & Special Offers Landing Page Optimization Disqualify irrelevant Clicks Content & Search - Tracking Geographic Targeting Successful Campaigns - Tracking Bid on return rather than Position Ad Performance Testing Keyword Adjustments Split test ad copy Split test landing page & Conversion rate Collect enough data to draw conclusions Quality Score Ad Copy Optimization Start Business Objectives Keyword Research Ad Campaigns & Ad Groups Campaign Development Bid Strategy Syndication Strategy Analytics & Conversion
  • 28. Search Engine Optimization Vs Paid Search Advertisement SEO & PPC Risk Trend PPC SEO 1 2 3 4 5 6 7 8 9 10 11 12 PPC SEO SEO Budget PPC Budget SEO’s ROI continues with low cost SEO & PPC ROI Trend
  • 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 ‘
    • ON-Page Changes
    • URL Restructuring
    • Traditional Links
    • Social Media Links
    • 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?
  • 30. SEO – Success Measurement * Data based on tagging implemented 30 main pages After Tagging Implementation - Changes in Visits Changes in Search Engines Visibility
  • 31. Mobile Search Mobile Content Usage share in US - 2010 Source: Internet Sources US Mobile Ad Spending Worldwide Mobile Advertising share - 2010
  • 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
    • Programmers wrote simple CGI script to rotate ads
    • Java applet programming has been used for animation
    • Publishers’ managed multiple ad campaigns of advertiser. So demand increased
    • Multiple campaigns has been monitored under one roof
    • Publishers’ needed a solution for managing and reporting of all the campaigns
    • Third Party Adserver was born
  • 34. AD Serving Techniques Macros for Tracking “ % C” - Tracking Clicks “ % i” - Tracking Impressions “ % n” - RNG “ % G” - User info Tracking
  • 35. AD Servers (Network Designs) Internal AD Server Third Party AD Servers
  • 36. AD Networks
  • 37. AD Exchanges – How it works?
  • 38. How does Ad network help the Publishers
  • 39. How does Ad Exchange help the Publishers
  • 40. How does Ad network & Ad Exchange combinly help the Publishers
  • 41. 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
  • 42. Types of Rich media & Creative types
  • 43. 88% of buyers plan to buy via RTB in 2011, up from 75% last year
    • 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 RTB Sales
  • 44. Types of Ads & Share of Publisher Ad Impression Banner Ads Pop up Ads Floating Ads Take Over Ads Contextual Ads Interstitial Ads
  • 45. B”AD” Design – Causing consumer irritation
  • 46.
  • 47. Analytics Landscape & Framework Determine Needs Identify Goals Define Metrics Collect Data Record Baseline Test Improvement Strategies Implement Improvements Measure Results Repeat Process Periodically
      • User Behavior
      • Traffic Sources
      • Content performance
      • Goal Conversions
      • Brand Awareness
      • Conversation Volume & value
      • Influencers
      • Conversation Sentiment
    Media Buyers (Advertisers)
      • Campaign ROI
      • Product Reach
      • Product Sales approach
      • Re targeting approach
    Media Sellers (Publishers)
      • Post Campaign Analysis
      • Advertisers & Publishers Campaign Performance Analysis
    Media Enablers (Ad Network)
      • Campaign Revenue
      • Consumer Behavior
      • Website Performance
    Web Analytics Social Media Analytics Campaign Analytics
  • 48. What can we track in Web Analytics? Visitors History Page Views Clicks Bounce Rate Conversion Rate Referral Sites Keywords Details Campaign, Etc., We can track all the details about Visitors, like Visits, % of New Visitors, Repeat Visitor Number of pages viewed by the visitors number of users who clicked on targeted Link The percentage of visits where the visitor enters and exits at the same page without visiting any other pages on the site in between. Number of Visitors who have converted as customers for eg:- a purchase, a form submission, and so on Tracking the amount of activity generated through advertising relationships with external web sites  The keywords used by the visitors All campaign details and still we can track more
  • 49. What does your organization use web analytics for? & Market Share Source: Internet Sources Free tools 59.38 % Paid tools 40.62%
  • 50. Web Analytics tools usage by Small & Large Companies Source: Internet Sources
  • 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. Source: Internet Sources
  • 52. Key features of web analytics tools & Competitor comparison Source: Internet Sources
  • 53. Analytics Tools technology Process Engine Java Script Cookies Log File Site Search Create Fields Apply Filters Create Report Web Server Visitors Browser Google Analytics Server Database
  • 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 Goal Conversion Financial Impact Technical reports Drop Off Report First Pixel Fire Report Publisher Report Cost Analysis Low Driving Campaign Report Cost & Revenue Report User Behavior Survey Report First Touch Last Touch Demographic Report Lag analysis Click through lag analysis View through lag analysis
  • 55. Spending/Budgets 70%
  • 56. Current Average Margins – Ad networks High Margin Businesses
  • 57. Re-targeting - The best tactic used for conversion
  • 58. Social Media Analytics – Life Cycle Sentiment: Consumer Attitude Data Source: (Blogs, social networks, forums/message boards, video/photo sharing) Conversation: Buzz, Value, Volume, Frequency Demographic: Location, Gender, Age Influence: Channels, Reach, Voice share Discover Distill relevant signal from social noise Data Segmentation (Filter, Group, Tag, Assign) Product Development Strategic Planning Corp Communication Marketing & Advertising Customer Care Sales Insights drive focused business strategies Future Direction CRM Campaign Innovation Customer Satisfaction Improvements Reputation Management Analyze Segment Strategy Execution
  • 59. Social Media Monitoring Tools
    • Radian 6
    • Sysomos
    • Alterian SM2
    • Meltwater Buzz
    5. Ubervu Raven 6. Hootsuite Pro 7. Peer Index 8. Lithium
    • Social Mention
    • Whoistalking
    • Howsociable
    • Backtype
    5. Trendistic 6. Thinkup 7. Tinker.com Source: Internet Sources Social Media Monitoring Tools Paid Free 17.1% “ Consultant 10.70% “ Small Business Manager 10.00% “ Marketing Executive 42.90% “ Social Media Manager 19.30% “ Agency Professionals Who is buying SMM tools?
  • 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. Source: Internet Sources What factors affect the selection of a SMM tool?
  • 61. This part of the programme was brought to you by
  • 62. Rama Gadde [email_address] krishna.ozone /Ramakrishna Gadde Ramakrishna Gadde Paid version Pratap.SR [email_address] Pratap.shivapuram /pratap.shivapuram Pratap.sr Paid version Jagadish D [email_address] jagadish.1986 /Jagadish Diwakar jagadish.diwakar Paid version Ravisankar [email_address] seoravi /seoravi ravisankar81 Paid version Ram Prasanna [email_address] Ram.prasann /ram.p.kharvy Ram-prasanna Paid version
  • 63. Appendix
  • 64. The Toppers Source: Internet Sources Social Networking Websites & forums IT/Internet-based Business/Finance Websites Games Websites
  • 65. Social Media Factors
  • 66. Campaign Analytics Explanation Drop Off Report Finding the pixel drop off for any campaign and comparing pixel fires with yesterday, 2 days ago & 3 days ago First Pixel Fire Report if pixel fires are more than 50 first time yesterday and created within last 21 days then those 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. Last Touch A Last Touch Analysis is a way to look at the first ad shown to a user but not first time who eventually converts. Demographic Report To find the gender and age between like - <25, 25-34, 35-44, 45-54, 55-64, >64 fro who 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