0
Introduction to
Digital Marketing
Game-Changing
Techniques
Priyanka Sharma
Webisdom management services Pvt. Ltd.
Key Topics
• Session One- Introduction to Digital Marketing
• Session Two: Display Advertising
• Session Three: Search Eng...
Session One: Introduction to
Digital Marketing
What’s Happening?
Who’s Thriving?
Introduction to Digital Marketing
• What is digital marketing?
• Search Engine Optimization
• Web Analytics
• Pay Per Clic...
What is Digital Marketing?
Digital marketing is marketing that makes use of electronic devices
such as computers, tablets,...
Types of Digital Marketing
The 7 C’s of Digital Marketing
CONTENT
The 7 C’s of Digital Marketing
CONVERSATION
Even though the format still runs like
clockwork for advertisers, the future of
advertising is not more displ...
R u doing the same for your iPhone customers?
R u sending out your
Corporate Sales Team to
win this customer
back?
R u rep...
CONVENIENCE
ATTENTION IS…
a.becoming increasingly
expensive
b. becoming increasingly
difficult to hold
…SO THE TRICK IS TO...
CUSTOMISATION
The ability to create tailored marketing messages or products for
individual customers or a group of similar...
The 7 C’s of Digital Marketing
COLLABORATION The 7 C’s of Digital Marketing
The 7 C’s of Digital Marketing- Collaboration
Dell IdeaStorm Video
Richard Binhammer is a digital marketer at Dell who is ...
CONTEXT
Products are just things and have
no intrinsic value. It is only when
they are introduced into a situation
(or con...
CONVERGENCE
Online
Search &
Display Ads
Social Media
New media
& Widgets
Hub
Twitter,
Blackberry/mobile
compatible site
LinkedIn, Face...
9 Steps to developing your own digital
marketing strategy
1. It all begins with the customer, listen!
2. But don’t forget ...
Search Engine Optimization
Search engine optimization (SEO) is the
process of affecting the visibility of a
website or a w...
Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of unders...
Pay per click (PPC) Marketing
Pay Per Click - an Internet advertising model used to direct traffic to websites, where
adve...
Email marketing is directly marketing a commercial message to a group of
people using email.
It usually involves using ema...
Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.
• Media buying
• Creating pages and accou...
Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each v...
Online Display advertising appears on web
pages in many forms, including web
banners, leader boards, skyscrapers, large
bo...
Mobile Marketing
Mobile marketing - marketing on or with a mobile device such as
a cell phone, enabling the distribution o...
Online PR
Online PR- involves activities
geared towards influencing
media and audiences that
exist solely on the Internet....
Online Video Marketing
Online Video Marketing- Making
videos and posting them online is
fairly inexpensive.
• Videos were ...
Session Two- Display Advertising
Search Marketing
• Keyword/competitor research
• Keyword selection
• Ad copies selection
• Landing page creations
• Hostin...
What are Paid Listings?
These are listings that search engines sell to advertisers, usually
through paid placement or paid...
Benefits Of SEM
Potential
clients are
connected
directly with
business.
It enables
potential
customers to
access online
bu...
Why SEM?
Imagine you’re a customer shopping for handicrafts
but when you arrive at the neighborhood shopping
centre you ar...
SEM (PPC)
Setting up the campaign
• Deep keyword
research for
thousands of
words
• Competitor
analysis
• Ad copy design
• ...
Conclusions- SEM
SEM is one of the most professional
and popular ways to generate &
increase the customer visits to a
webs...
CLIENT BUSINESS+ SEM =
• Next to Email, Search is
the most popular online
activity.
• Google is the no.1 and
most popular search
engine and is ge...
Why SEO Matters?
• SEO is important
because it improves
the odds of someone
finding your company.
• Online visibility can
...
SEO Scope
• Optimized page ranking within 4 months
• Atleast 20% increase in web traffic
• Qualitative improvement in bran...
On Page
Optimization: 1
month
•Meta Tags
Implementation
•Accessibility by web
crawler
•Page Title Assigning
•Code Optimiza...
Best SEO Strategies/Techniques
1. Domain name strategies
• Domain names are traffic magnets.
• Choose a domain name that w...
3. Keywords
• Important in optimizing rankings.
• Keywords are words that appear the most in a page.
• The spider chooses ...
5. Meta description tags
• The next important
• Displayed below the title in search results.
• Use dynamic, promotional la...
Search Marketing
• Keyword/competitor research
• Keyword selection
• Ad copies selection
• Landing page creations
• Hostin...
Benefits Of SEM
Potential
clients are
connected
directly with
business.
It enables
potential
customers to
access online
bu...
PPC- Scope Of Work
Setting up the campaign
• Deep keyword
research for
thousands of
words
• Competitor
analysis
• Ad copy ...
The Social Grid
zero degrees of separation
= I’m the centre of my universe
Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.
• Media buying
• Creating pages and accou...
• It is a new buzz in the world, across individuals and corporate.
• Measurable You can keep track of number of followers,...
Social Media is …
Reach of Social Media..
• Total users on Facebook 845 million.
• More than 50% of active users log in to Facebook in any given day.
• Facebook has...
Status updates:
Update the status daily with
• The current news of industry trends/current affairs
• Views of professional...
Poll Questions:
Ask questions on regular basis and also award them with the gifts.
E.g.: Make sure your you comment on tod...
Discussions:
Relating to current topics based on -
• Employment
• Sales, is training required?
• Government job versus pri...
Photograph/Videos:
Uploading photographs, videos of events and certain Marketing
campaigns, winners of contests and taggin...
Hotel Le Meridien is one of our Highly Satisfied Client
Express your identity/latest trends with features like change in c...
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro
What’s Mobile Marketing?
Talk + Text + Web + Media + Apps
= Mobile Devices
Mobile Marketing Ways
Web Analytics
Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of unders...
Web Analytics- Categories
There are two categories of web analytics-
Off-site web analytics refers to web measurement and ...
Key Performance Indicators
Conversion Rates
• Measure of site's effectiveness in persuading visitors to take a
desired act...
The Drivers: Leading the Pack
Digital marketing basics and trends
Digital marketing basics and trends
Digital marketing basics and trends
Digital marketing basics and trends
Digital marketing basics and trends
Digital marketing basics and trends
Digital marketing basics and trends
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Digital marketing basics and trends

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Introduction to 7 C's of Digital marketing , a quick brushing up of basics and finally- game-changing advancements and leaders of the market!

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Transcript of "Digital marketing basics and trends"

  1. 1. Introduction to Digital Marketing Game-Changing Techniques Priyanka Sharma Webisdom management services Pvt. Ltd.
  2. 2. Key Topics • Session One- Introduction to Digital Marketing • Session Two: Display Advertising • Session Three: Search Engine Marketing • Session Four: Search Engine Optimization • Session Five: Social Media Marketing • Session Six: Mobile Marketing • Session Seven: Analytics • Session Eight: Assignment
  3. 3. Session One: Introduction to Digital Marketing What’s Happening? Who’s Thriving?
  4. 4. Introduction to Digital Marketing • What is digital marketing? • Search Engine Optimization • Web Analytics • Pay Per Click Marketing • Email Marketing • Social Media Marketing • Affiliate Marketing • Digital Display Marketing • Mobile Marketing • On-line Video Marketing and On-line PR Through the lens of: • The Marketing Tools • The Web • The Mobile Space • The Social Grid • Advertising
  5. 5. What is Digital Marketing? Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
  6. 6. Types of Digital Marketing
  7. 7. The 7 C’s of Digital Marketing
  8. 8. CONTENT The 7 C’s of Digital Marketing
  9. 9. CONVERSATION Even though the format still runs like clockwork for advertisers, the future of advertising is not more display advertising, it is utilizing the mechanics and dynamics of the online conversation in order to create buzz, attention and interest in arenas where we are not interrupting conversations, but contagiously igniting them The 7 C’s of Digital Marketing
  10. 10. R u doing the same for your iPhone customers? R u sending out your Corporate Sales Team to win this customer back? R u replying to this person with the answer? R u dealing with this product revenue threat? The 7 C’s of Digital Marketing- Conversation
  11. 11. CONVENIENCE ATTENTION IS… a.becoming increasingly expensive b. becoming increasingly difficult to hold …SO THE TRICK IS TO DELIVER VALUE THROUGH MARKETING BY MAKING PEOPLE’S LIVES EASIER The 7 C’s of Digital Marketing
  12. 12. CUSTOMISATION The ability to create tailored marketing messages or products for individual customers or a group of similar customers, yet retain the economies of scale and the capacity of mass marketing or production. The 7 C’s of Digital Marketing
  13. 13. The 7 C’s of Digital Marketing
  14. 14. COLLABORATION The 7 C’s of Digital Marketing
  15. 15. The 7 C’s of Digital Marketing- Collaboration Dell IdeaStorm Video Richard Binhammer is a digital marketer at Dell who is responsible for reading blogs and other Web 2.0 media and responding to comments about Dell. Dell IdeaStorm is monitored by Dell employees who ensure that they find and follow up on good ideas. Similar examples are MyStarbucks, RadioShack Invention Lab
  16. 16. CONTEXT Products are just things and have no intrinsic value. It is only when they are introduced into a situation (or context) of importance to the customer that they become valuable. It is the context surrounding the product that is important, and it’s in these situations that companies are real experts at adding great value. The 7 C’s of Digital Marketing
  17. 17. CONVERGENCE
  18. 18. Online Search & Display Ads Social Media New media & Widgets Hub Twitter, Blackberry/mobile compatible site LinkedIn, Facebook, Ning, You Tube, Slideshare Email Marketing The 7 C’s of Digital Marketing- Convergence
  19. 19. 9 Steps to developing your own digital marketing strategy 1. It all begins with the customer, listen! 2. But don’t forget about your objectives 3. Make sure you know what you’re already doing 4. Play to your strengths and manage your weaknesses 5. Find out what your competition is doing 6. Craft a strategy based on your strengths and capabilities 7. Implement at the speed of light 8. Measure everything in real time 9. Continuously review, adjust and improve the customer experience
  20. 20. Search Engine Optimization Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. The higher ranked on the search results page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
  21. 21. Web Analytics Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
  22. 22. Pay per click (PPC) Marketing Pay Per Click - an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. • With search engines, advertisers typically bid on keyword phrases relevant to their target market. • PPC "display" advertisements, also known as "banner" ads, are shown on web sites or search engine results with related content that have agreed to show ads.
  23. 23. Email marketing is directly marketing a commercial message to a group of people using email. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either cold lists or current customer database. Steps involved in Email Marketing are: • Emailer design • Emailer HTMLization • Database collection • Database filtering based on demographics • Domain verification • Emailer upload • Text Emailer • Database upload • Bulk Emailers blast Email Marketing
  24. 24. Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube. • Media buying • Creating pages and accounts • Program updates & news feeds • Articles • Blogs • Press releases • Feedback responses • Weblink to enquiries and registrations i) May I help you contact(s) page Social Media Marketing
  25. 25. Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. The industry has four core players: the merchant ('retailer' or 'brand'), the network, the publisher (also known as 'the affiliate'), and the customer. Affiliate Marketing
  26. 26. Online Display advertising appears on web pages in many forms, including web banners, leader boards, skyscrapers, large boxes, and other sized graphical ads. Display ads use eye-catching visuals to quickly grab catch the attention of website visitors browsing the pages on which they are featured. Display ads are sold on non-search websites and can be served either by individual websites, or a publisher’s own ad servers. Basis banner ads: I. Cost per mili (CPM) II. Cost per click (CPC) Samples of typical banner ads Digital Display Advertising (Banner Ads)
  27. 27. Mobile Marketing Mobile marketing - marketing on or with a mobile device such as a cell phone, enabling the distribution of any promotional/ advertising messages to customers.
  28. 28. Online PR Online PR- involves activities geared towards influencing media and audiences that exist solely on the Internet. • Includes search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. • Focus area- Brand reputation monitoring and management.
  29. 29. Online Video Marketing Online Video Marketing- Making videos and posting them online is fairly inexpensive. • Videos were 50 times more likely to receive an organic first page ranking than traditional text pages. • Online videos stay online forever. • Money is spend to record a video once but it could still be getting views a year later. • Social media sites and videos go hand in hand and most sites encourage video posting and sharing.
  30. 30. Session Two- Display Advertising
  31. 31. Search Marketing • Keyword/competitor research • Keyword selection • Ad copies selection • Landing page creations • Hosting the landing page • Ad group creation and getting the campaign live. • Managing and optimizing the campaign. • Replacement of certain keywords, ad copies and landing page to optimize the campaign and achieve better results.
  32. 32. What are Paid Listings? These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold. Paid inclusions - Advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment. - No guaranteed ranking - Payment made on a Cost Per Click (CPC) basis . Paid placements - Advertising programs where listings are guaranteed to appear in organic listings. - The higher the fee, the higher the ranking. E.g. sponsored links and Google’s Adwords
  33. 33. Benefits Of SEM Potential clients are connected directly with business. It enables potential customers to access online business whenever they want. It is the most cost-effective marketing strategy. Enhances chances for growing businesses to get ahead of the competition.
  34. 34. Why SEM? Imagine you’re a customer shopping for handicrafts but when you arrive at the neighborhood shopping centre you are greeted by rows after rows of faceless stores with no signage telling you what’s available inside – it would be a long and frustrating task to find what you’re after. Not using search engine marketing means your products and site are basically invisible online. No- one is going to know you sell the best value and quality handicrafts in the whole place unless you guide them to your store with the right marketing. It is like expecting your customers to be able to find you without making it clear what you’re offering them.
  35. 35. SEM (PPC) Setting up the campaign • Deep keyword research for thousands of words • Competitor analysis • Ad copy design • Ad group creation • Landing page design • Landing page HTMLization Campaign setup • Uploading keywords and ad copies • Uploading landing page • Tracking code insertion on landing page • Bidding the appropriate price for the keywords Daily analysis of campaign • Bid price • Click rate • Impressions • Conversions • Bounce Rate Campaign optimization • Checking appropriate bidding • Enhance keyword selection by removing non -performing keywords and selecting performing/high traffic keywords. • Making appropriate changes on the landing page if required. • Make suitable changes to ad- copies if required.
  36. 36. Conclusions- SEM SEM is one of the most professional and popular ways to generate & increase the customer visits to a website. SEM is a form of internet marketing that seeks to promote websites by increasing their visibility in Search Engine Result Pages(SERPs). Efficient team of professionals design digital advertisements to enhance online sales and business promotion of the client’s products.
  37. 37. CLIENT BUSINESS+ SEM =
  38. 38. • Next to Email, Search is the most popular online activity. • Google is the no.1 and most popular search engine and is getting better day by day.
  39. 39. Why SEO Matters? • SEO is important because it improves the odds of someone finding your company. • Online visibility can help your credibility and brand awareness.
  40. 40. SEO Scope • Optimized page ranking within 4 months • Atleast 20% increase in web traffic • Qualitative improvement in brand presence • Awareness Creation • Brand Recall
  41. 41. On Page Optimization: 1 month •Meta Tags Implementation •Accessibility by web crawler •Page Title Assigning •Code Optimization •Content Optimization •Remove duplication of site content if any •Image & Video Optimization •Improvement in website navigation Off Page Optimization:4 months •Directory Submission (alternate days) •Link Building (daily) •Social Bookmarking(alternate days) •Classified Ads Posting(alternate days) •Blog Posting (weekly) •Article Posting (weekly) • Forum & Social Network Posting (daily) •Reviews & Search Engine Analysis (1 Month) Keyword Research: 1 Month •Large scale keyword discovery •Search volume and competition analysis •Client validation & confirmation •Final keyword selection SEO Methodology
  42. 42. Best SEO Strategies/Techniques 1. Domain name strategies • Domain names are traffic magnets. • Choose a domain name that will increase your search engine ranking. How? • Simple, short, no hyphens, no numbers. • Use keywords, common words, advertising terms, product names. • Choose a keyword that is important for your business. 2. Linking strategies The more inbound links the higher the SE ranking quality of inbound links is critical How to increase links: • Good content • Good outbound links • Target a list of sites from to request inbound links . Links for the sake of links can damage search rankings
  43. 43. 3. Keywords • Important in optimizing rankings. • Keywords are words that appear the most in a page. • The spider chooses the appropriate keywords for each page, then sends them back to its SE . • Your web site will then be indexed based on your keywords . • Can be key phrases or a single keyword. Like: education centre, best language centre in Delhi, sales training centre 4. Title tags • The first thing that a search engine displays on a search return. • Must keywords in title to be ranked no. 1. • Should have the exact keyword you use for the page. • Every single web page must have its own title tag. Best SEO Strategies/Techniques
  44. 44. 5. Meta description tags • The next important • Displayed below the title in search results. • Use dynamic, promotional language. • Use keywords 6. Alt tags We include keywords in your alt tags Best SEO Strategies/Techniques
  45. 45. Search Marketing • Keyword/competitor research • Keyword selection • Ad copies selection • Landing page creations • Hosting the landing page • Ad group creation and getting the campaign live. • Managing and optimizing the campaign. • Replacement of certain keywords, ad copies and landing page to optimize the campaign and achieve better results.
  46. 46. Benefits Of SEM Potential clients are connected directly with business. It enables potential customers to access online business whenever they want. It is the most cost-effective marketing strategy. Enhances chances for growing businesses to get ahead of the competition.
  47. 47. PPC- Scope Of Work Setting up the campaign • Deep keyword research for thousands of words • Competitor analysis • Ad copy design • Ad group creation • Landing page design • Landing page HTMLization Campaign setup • Uploading keywords and ad copies • Uploading landing page • Tracking code insertion on landing page • Bidding the appropriate price for the keywords Daily analysis of campaign • Bid price • Click rate • Impressions • Conversions • Bounce Rate Campaign optimization • Checking appropriate bidding • Enhance keyword selection by removing non -performing keywords and selecting performing/high traffic keywords. • Making appropriate changes on the landing page if required. • Make suitable changes to ad- copies if required.
  48. 48. The Social Grid zero degrees of separation = I’m the centre of my universe
  49. 49. Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube. • Media buying • Creating pages and accounts • Program updates & news feeds • Articles • Blogs • Press releases • Feedback responses • Weblink to enquiries and registrations i) May I help you contact(s) page Social Media Marketing
  50. 50. • It is a new buzz in the world, across individuals and corporate. • Measurable You can keep track of number of followers, fans, users and members who are part of the group. • Cost effective medium • Get instant results • More accessibility • Brands and individuals can interact with their clients or customers directly. Why Social Media Marketing?
  51. 51. Social Media is …
  52. 52. Reach of Social Media..
  53. 53. • Total users on Facebook 845 million. • More than 50% of active users log in to Facebook in any given day. • Facebook has 45 million users in India. • Average user has 130 friends. • More than 900 million objects that people interact with (pages, groups, events and community pages). • The average time spent 3 hrs per month • More than 350 million active users currently access FB through their mobile devices. • Is on road to become the next Google, is transforming to a Social Media based Search Engine. Social Media Marketing- Facebook Rules
  54. 54. Status updates: Update the status daily with • The current news of industry trends/current affairs • Views of professionals • Management tips, sales tips • Guidelines for facing interviews, group discussions E.g.: Seven Tips for Management Success How Air India Improved its market share Which will help to get daily attention and increase the number of likes and visitors. Helpdesk: Working as a helpdesk for the visitors by replying them immediately and answering their queries. E.g.: Thanks for reaching us, how can we help you today? Social Media Marketing- Quick Tips
  55. 55. Poll Questions: Ask questions on regular basis and also award them with the gifts. E.g.: Make sure your you comment on today’s blog post to win two free tickets! This will increase the number of participants and likes rapidly Social Media Marketing- Quick Tips Link Posting: We will post variety of links on continuous basis related to • Effect of training • latest happenings in the Corporate sector • management experts views • biography of young achievers and so on E.g.: The most amazing success story, how can you improve your English speaking. / http://www.businessblog360.com/2008/06/05/sameer-gehlaut-youngest-self-made- billionaire-of-india
  56. 56. Discussions: Relating to current topics based on - • Employment • Sales, is training required? • Government job versus private job and so on E.g.: For Selection, Group Discussion or Interview ? Please do comment. This will help visitors to put their views and the page can be more interesting. Social Media Marketing- Quick Tips Contests: Rewarding contests once a month, to retain fans and generate new fan base. Contest organizing becomes a subject of talk and sharing on Facebook.
  57. 57. Photograph/Videos: Uploading photographs, videos of events and certain Marketing campaigns, winners of contests and tagging these photos, Interview of CEO’s, sales tips videos. Tagging photos helps in creating a viral effect. Videos posting like: Three stories by STEVE JOBS…may be your life will be change after this..!!!! Social Media Marketing- Quick Tips
  58. 58. Hotel Le Meridien is one of our Highly Satisfied Client Express your identity/latest trends with features like change in cover page dressing and content and timeline whenever your audience are on web or mobile. Social Media Marketing- Quick Tips
  59. 59. How to Get Ahead Open Invite Listen Ask Respond Share Question the Macro Observe the Micro
  60. 60. What’s Mobile Marketing? Talk + Text + Web + Media + Apps = Mobile Devices
  61. 61. Mobile Marketing Ways
  62. 62. Web Analytics
  63. 63. Web Analytics Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. •It is often done without the permission or knowledge of the user, in which case — particularly with third party cookies which can be shared between different web sites — it can be a breach of privacy. •It can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site. • It can also help companies measure the results of traditional print or broadcast advertising campaigns. •It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. •It provides information about the number of visitors to a website and the number of page views. •It helps gauge traffic and popularity trends which is useful for market research.
  64. 64. Web Analytics- Categories There are two categories of web analytics- Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On-site web analytics measure a visitor's behavior once on your website. This includes its drivers and conversions; for example, the degree to which different landing pages are associated with online purchases. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response. Google Analytics is the most widely-used on-site web analytics service; although new tools are emerging that provide additional layers of information, including heat maps and session replay.
  65. 65. Key Performance Indicators Conversion Rates • Measure of site's effectiveness in persuading visitors to take a desired action. • Here conversion means sale of products. Cost/Conversion/ROI • Cost of acquiring a customer by which company can measure the success of marketing initiatives. • ROI and Return on Ad-spend can be calculated. Visitor Numbers & ‘Stickiness’ User’s demographic details such as their location, mindset, demand, and frequency of visits are recorded along-with duration of visit & pages visited.
  66. 66. The Drivers: Leading the Pack
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