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Presented By,
Sayali Ugale,
MMS IV (Systems)
JDBIMS
Session Outline
• Introduction to Digital Media
• Role Digital Media in Marketing
• Objective of the study
• Search Engine...
Digital Media
• Digital media is a form of electronic media where data are
stored in digital form.
• Desktop computers, la...
Role of Digital Media in Marketing
• Textual Content

• Images

– Write about your business,
products and services

– Take...
Objective of The Study
•

Digital Marketing has changed the way brands connect with their
customer

•

The smartest digita...
Search Engine Optimization
• Search engines find and rank your site higher
than the millions of other sites in response to...
Search Engine Optimization

10/23/13

7
Different Search Engines
Bing
•
•

•
•
•
•

10/23/13

Backlinks are less
important
Inbound anchor text is
more important:
...
On Page Optimization
• Optimization of the web pages in the website.
– Keywords
– Page layout
– Headings
– Title
– Meta ta...
Off Page Optimization
•

Submission to search engine

•

Inbound links (Backlinks)

•

Anchor Text

•

PageRank

•

Presen...
Research Methodology

• Analytics Tools for Search Engine Optimization:
– WooRank
– HubSpot Website Grader
– SEOWorker

10...
Analytics Terms
•
•
•
•
•
•
•
•

10/23/13

www resolve
robots.txt
Underscores in URL
DMOZ listing
Favicon
404 Error Page
C...
www.ohdesignstudio.com

10/23/13

13
www.ohdesignstudio.com

10/23/13

14
SEO Analysis
OH! Design Studio
•

<title>OH! Design Studio ||</title>

•

<meta name="Description" Content="OH! Design Stu...
www.ohdesignstudio.com

10/23/13

16
SEO Analysis Report (HubSpot)
OH! Design Studio
Activity

www.ohdesignstudio.
com

Top of the Funnel
Fill the top of your ...
SEO Analysis
OH! Design Studio
Page

Home
page

Studio
Page
10/23/13

<title>

OH! Design
Studio IndiaBranding,
Print,
Adv...
www.ohdesignstudio.com (after SEO)

10/23/13

19
www.ohdesignstudio.com (after SEO)

10/23/13

20
www.ohdesignstudio.com (after SEO)

10/23/13

21
SEO Analysis Report (After SEO)
Activity

www.ohdesignstudio.
com

Top of the Funnel
Fill the top of your sales and market...
SEO Analysis (WooRank)
OH! Design Studio
Sr. No

Basis Points

Before SEO

After SEO

1

Dynamic Grade

26.5

43.6

2

Ove...
SEO Analysis (WooRank)
OH! Design Studio
Sr. No

Basis Points

Before SEO

After SEO

6

Flash

Yes (Bad for SEO)

NO (Goo...
www.ohdesignstudio.com (after SEO)

10/23/13

25
www.ohdesignstudio.com (after SEO)
• Top of the funnel activity has increased by 7% that is there is
an impact of content ...
JDBIMS Website
Activity

Top of the Funnel
Top 3 Action Items

31%

Middle of the Funnel
3 Action Items

0%

Analytics
1 A...
New Website

10/23/13

28
Analysis Report (SEO Worker)
Sr. No.
1

Basis Point
Title Tag

Findings
•
•
•
•

2

Meta Description Tag

•
•
•

10/23/13
...
Contd..
Meta Keywords Tag

•Keywords / keyphrases:
Management Institute for
Women,

• Keywords contains stop words
which a...
Findings
•

According to research around 87% people visit social networking sites
daily. It is advantageous for promotion ...
Findings
• We know mobile computing hype these days, and
according to user preferences they want to be
updated about event...
Conclusion
•

You have to face huge competition, when it comes to setting up a new
business.

•

Website is the basic thin...
Thank You …

10/23/13

34
Favicon
Findings

Back

10/23/13

35
Robots.txt
• It’s a request for search engines to not index certain
pages or directories.
• This can help prevent duplicat...
Microformats
• E.g : without microformats

• With microformats

• Another example is:

10/23/13

More..

37
Microformats (Contd..)
There are several types of microformats, Google currently only
supports 6 major ones. Those are:
•h...
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Impact Analysis of Digital Media As A Marketing Tool

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Analysis of Search Engine Optimization Techniques and Social Media as a marketing Tool.

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Transcript of "Impact Analysis of Digital Media As A Marketing Tool"

  1. 1. Presented By, Sayali Ugale, MMS IV (Systems) JDBIMS
  2. 2. Session Outline • Introduction to Digital Media • Role Digital Media in Marketing • Objective of the study • Search Engine Optimization – On Page Optimization – Off Page Optimization • Research Methodology • Analysis • Findings 10/23/13 2
  3. 3. Digital Media • Digital media is a form of electronic media where data are stored in digital form. • Desktop computers, laptops, handheld devices such as PDAs, IPhones and even MP3 Players. • Textual Content, Images, Audio, Video 10/23/13 3
  4. 4. Role of Digital Media in Marketing • Textual Content • Images – Write about your business, products and services – Take photos, create diagrams & charts – Share & post your Expertise – Share or post on Internet • Audio – Record your expertise – Share 10/23/13 • Video – Make creative videos about business – Share 4
  5. 5. Objective of The Study • Digital Marketing has changed the way brands connect with their customer • The smartest digital marketing harnesses the unique abilities of the new channels to deliver smarter solutions • Main objective of the research is to analyze how customer acquisition has been revolutionised by using Search Engine Optimization Techniques. • To examine how online event promotion campaigns can be planned so that target audience sees the specific event information. 10/23/13 5
  6. 6. Search Engine Optimization • Search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines. • Terminologies: – Crawler/spider/googlebot – Indexing – Retrieve pages 10/23/13 6
  7. 7. Search Engine Optimization 10/23/13 7
  8. 8. Different Search Engines Bing • • • • • • 10/23/13 Backlinks are less important Inbound anchor text is more important: quantity is less important but quality of anchor text is more imp On page factors matters more Page rank matters less Fresh content matters less Yahoo • • Google Gives more preferences •Focuses more on Page rank to web directories •Considers both on page and It gives importance to off page optimization factors. title tag, description, keyword and other on page optimization terms. It is more flash friendly 8
  9. 9. On Page Optimization • Optimization of the web pages in the website. – Keywords – Page layout – Headings – Title – Meta tag – Img Tag etc. 10/23/13 9
  10. 10. Off Page Optimization • Submission to search engine • Inbound links (Backlinks) • Anchor Text • PageRank • Presence on Social networking sites • Blogging, online forums • Deep Linking • PPC/CPC • Call to Action 10/23/13 10
  11. 11. Research Methodology • Analytics Tools for Search Engine Optimization: – WooRank – HubSpot Website Grader – SEOWorker 10/23/13 11
  12. 12. Analytics Terms • • • • • • • • 10/23/13 www resolve robots.txt Underscores in URL DMOZ listing Favicon 404 Error Page Conversion Forms Microformats 12
  13. 13. www.ohdesignstudio.com 10/23/13 13
  14. 14. www.ohdesignstudio.com 10/23/13 14
  15. 15. SEO Analysis OH! Design Studio • <title>OH! Design Studio ||</title> • <meta name="Description" Content="OH! Design Studio"> • <meta name="keywords" Content="OH! Design Studio,Graphic Design,Sohel Kaura,Mumbai,India"> • <meta Content="OH! Design Studio,Graphic Design,Sohel Kaura,Mumbai,India" name=topic> 10/23/13 15
  16. 16. www.ohdesignstudio.com 10/23/13 16
  17. 17. SEO Analysis Report (HubSpot) OH! Design Studio Activity www.ohdesignstudio. com Top of the Funnel Fill the top of your sales and marketing funnel by creating, optimizing, and promoting unique and interesting content. Top 3 Action Items 12% Middle of the Funnel Convert traffic into leads and leads into customers by focusing on the middle of your funnel and using landing pages, conversion forms, email marketing and social media. 2 Action Items 0% Analytics Know what marketing activities are working (or aren't working) for you by measuring your successes and failures. 2 Action Items 0% 10/23/13 17
  18. 18. SEO Analysis OH! Design Studio Page Home page Studio Page 10/23/13 <title> OH! Design Studio IndiaBranding, Print, Advertising Niche Graphic Design Studio in India | OH! Design Studio <description> <keywords> <img alt> OH! Design Studio is a niche design house specializing in brand communication & environmental graphics in print and electronic medium. We help your brand find the place it wants to be in! Branding, Logo, Brochure, print, advertising, oh design studio, sohel kaura mumbai, graphic designer india, website design, packaging,creative strategy, India's leading graphic designer Services at OH! Design- Identity Design,Brand communication,Print,Advertisin g,Book Design,Exhibition, Website, Retail Design, Stationery | Creative Strategy for Brand Communication | Contact Us OH! Design Studio specializes in identity design, brand communication, print & advertising, designing coffee table books, packaging, website and exhibition modelling. ohdesign studio, creativity, brand strategy, branding, design solutions for marketing, logo, identity design,brochure, brand communication,printing,print and advertising, packaging design, retail graphics, exhibition modelling, stationery,business cards,graphic designer india 18
  19. 19. www.ohdesignstudio.com (after SEO) 10/23/13 19
  20. 20. www.ohdesignstudio.com (after SEO) 10/23/13 20
  21. 21. www.ohdesignstudio.com (after SEO) 10/23/13 21
  22. 22. SEO Analysis Report (After SEO) Activity www.ohdesignstudio. com Top of the Funnel Fill the top of your sales and marketing funnel by creating, optimizing, and promoting unique and interesting content. Top 3 Action Items 19% Middle of the Funnel Convert traffic into leads and leads into customers by focusing on the middle of your funnel and using landing pages, conversion forms, email marketing and social media. 2 Action Items 25% Analytics Know what marketing activities are working (or aren't working) for you by measuring your successes and failures. 2 Action Items 100% 10/23/13 22
  23. 23. SEO Analysis (WooRank) OH! Design Studio Sr. No Basis Points Before SEO After SEO 1 Dynamic Grade 26.5 43.6 2 Overall review o o o Successfully passed 10 Room for improvement 5 Errors to fix 22 o o o Successfully passed 18 Room for improvement 3 Errors to fix 16 3 Mobile Optimization Website is not optimized for Mobile Visitors Web page is super optimized for Mobile Visitors 4 Title Low Impact Medium Impact 5 Headings Missing Found H1 and H2 tags 10/23/13 23
  24. 24. SEO Analysis (WooRank) OH! Design Studio Sr. No Basis Points Before SEO After SEO 6 Flash Yes (Bad for SEO) NO (Good) 7 SEO Links Found total of 1 link, Found a total of 32 links •External Link: o noFollow ( 0% ) o Passing Juice ( 0% ) •External Link: o noFollow ( 0% ) o Passing Juice ( 3.2% ) •Internal Links: ( 100% ) •Internal Links: ( 96.8% ) 8 Favicon No Yes 9 Load Time Slow Fast 10 Language Missing Declared the language (Great) 10/23/13 24
  25. 25. www.ohdesignstudio.com (after SEO) 10/23/13 25
  26. 26. www.ohdesignstudio.com (after SEO) • Top of the funnel activity has increased by 7% that is there is an impact of content of the website on the SEO and which will lead to success of the campaign. • Middle of the funnel activity has increased by 25%. – SEO helps to convert traffic into leads and leads into customers, so by implementing SEO techniques such as use of landing pages, conversion forms, email marketing and social media. • Impact of Analytics has increased by 100%. – Analytic tools help you to measure your successes and failures and accordingly take the decisions. 10/23/13 26
  27. 27. JDBIMS Website Activity Top of the Funnel Top 3 Action Items 31% Middle of the Funnel 3 Action Items 0% Analytics 1 Action Item 0% 10/23/13 Findings & Recommendation jdbims.net 1. No Blog Found • Create a blog for your company. • Add more pages to your website containing unique and useful content, probably by blogging. • Get more inbound links to your website. 2. SEO • Create more content. The more content you create, the easier it is for visitors and search engines alike to find you. And getting found is the first step to getting leads! • Your mozRank is 4.4, which is good. • 131 other sites have linked to your site. • Here are 2 authoritative pages that are linking to you. 3. Social • Facebook Fan Page has 76 fans. • Add a landing page with a conversion form to your website. • Add social subscriptions link or buttons to your homepage. • Get more mentions on Twitter by being more conversational. • Start measuring your marketing with analytics. 27
  28. 28. New Website 10/23/13 28
  29. 29. Analysis Report (SEO Worker) Sr. No. 1 Basis Point Title Tag Findings • • • • 2 Meta Description Tag • • • 10/23/13 Recommendations Title: Management Institute for Women The title tag contains 30 characters which is perfect. The title tag relevancy to the page content is 100% which is perfect. Stop Words: for • • The title contains stop words which are ignored by the most search engines. Try to minimize the use of stop words, such as a, an, of, on, etc., as they consume character count and offer no value. Meta Description: Management Institute for Women The description meta tag contains 30 characters which is too short. The description meta tag relevancy to the page content is 100% which is perfect. • Improve meta tag description. • Include more description with important keywords involved in it. 29
  30. 30. Contd.. Meta Keywords Tag •Keywords / keyphrases: Management Institute for Women, • Keywords contains stop words which are ignored by the most search engines. •The keywords meta tag contains 2 keywords / keyphrases which are not enough or are too few. 3 • Keep the tag to between 4 and 8 keywords or keyword phrases, to separate the different keywords and keyword phases simply place a comma between the terms. •The keywords meta tag relevancy to the page content is 100.00% which is perfect. 4 Image Alt Attribute Not found We should include Alt tab in the image tag. 5 Headings Not Found Include headers in the content of the webpage 10/23/13 30
  31. 31. Findings • According to research around 87% people visit social networking sites daily. It is advantageous for promotion of events on such sites to attract and inform target population about future/upcoming events. • According to research most of the people have an account on facebook, Linkedin, Google+ so these sites may provide good platform for event promotion. • Event information shared by friends make other people aware of the upcoming events and secondly the page of the event is itself great source of promotion of event. 10/23/13 31
  32. 32. Findings • We know mobile computing hype these days, and according to user preferences they want to be updated about events through SMS. • Event advertisement should be displayed on relevant websites so that user will get to know about events from different sources. • Direct email to target audience will be preferred. 10/23/13 32
  33. 33. Conclusion • You have to face huge competition, when it comes to setting up a new business. • Website is the basic thing to have a good start up. • Search engine optimization helps you bring natural traffic to your website. With proper skills and knowledge in SEO you can find a massive difference in the sales of your products in quick time. • Marketing activities like blogging, social bookmarking, posting newsletters and classifieds, forum participations, article marketing and other social networking activities help in generating back links to the website. 10/23/13 33
  34. 34. Thank You … 10/23/13 34
  35. 35. Favicon Findings Back 10/23/13 35
  36. 36. Robots.txt • It’s a request for search engines to not index certain pages or directories. • This can help prevent duplicate content or irrelevant content issues. • E.g. – <meta name="robots" content="noindex"> <-- the page is not indexed, but links may be followed 10/23/13 – <meta name="robots" content="noindex,nofollow"> <-- the page is not indexed & the links are not followed. 36
  37. 37. Microformats • E.g : without microformats • With microformats • Another example is: 10/23/13 More.. 37
  38. 38. Microformats (Contd..) There are several types of microformats, Google currently only supports 6 major ones. Those are: •hcard – for marking up business card or profile information •hReview – for dealing with individual user reviews •hReview-aggregate – basically a summary of hReviews (think, overall or average rating) •hProduct – for marking up products, prices, and all things ecommerce •hCalendar –dates and appointments •hRecipe – Recipes and ingredients 10/23/13 38
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