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1. United College of Engineering and Research
Department of Computer Science and
Engineering
.
Digital and Social Media Marketing

2.  Acquiring & Engaging Users through
Digital Channels
 Search engine marketing
 mobile marketing
 video marketing
 social-media marketing
 Marketing gamification
OUTLINE
2

3. What is Digital Acquisition
 Digital acquisition is the process of attracting and
retaining new customers through digital marketing
strategies. It combines media, online resources and
engagement tools to promote awareness about your
business, encourage customers to consider purchasing
your services or products and make future repeat
purchases. The goal of digital acquisition is to create a
sustainable and systematic flow of new customers using
acquisition tactics that evolve with new trends and
technology.
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4.  We all need customers to make our online business work.
 Whether you have few customers or thousand prospects
visiting your website, how you get them and convert them
into a customer is what is important.
 This makes Customer Acquisition a crucial aspect of your
online business.
 Selecting the right customer acquisition channel that drives
sale is therefore important.
 The key to understanding customer acquisition process is to
identify how, where and why your prospect audience buy
and engage with the channel effectively.
Acquiring & Engaging Users through
Digital Channels
4

5.  There are various customer acquisition channels,
from social media to email marketing, Google
AdWords to YouTube Marketing which you can
leverage to generate leads and drive sales.
 Your online business needs loyal customers and as
the need of your customer changes, so is the
channel attracting them.
 Constantly evolving technologies and mobile
experience have changed the way a customer
interacts with the platform.
5

6. 1. Content Marketing
 Content is King when it comes to acquiring
customers.
 It is the best and most popular way to reach out to
a mass audience.
 Companies write blogs and market them across
channels in order to achieve massive engagement
rates.
 Content Marketing helps your customer
understand your product in a better way.
 It creates value which is the backbone of every
customer acquisition cycle.
Effective Customer Acquisition Process For
Online Business Include:
6

7. 2. Search Engine Optimization (SEO)
 If you are creating a lot of unique content in the
process of Customer Acquisition and if you are
able to optimize it, then you can attract millions of
potential customers searching for relevant
content.
 Search Engine Optimization is a free channel
through which you can generate leads and drive
sales.
 Millions of people are searching for content online
and they use relevant keywords to find the best
answer to their search query. 7

8. 3. Email Marketing
 Email marketing is one of the most reliable and
oldest segments of digital marketing.
 It is one of the most authentic forms of digital
marketing that maximizes marketing ROI and
boosts sales conversion.
 The content and the respective statistics are its
building blocks. Even though it is a standalone
marketing technique, it is followed by SEO and
social media marketing.
 Since the internet knows no boundaries, it is clear
that your email communication can reach anyone
in the world, if you are targeting it correctly.
 It is the perfect marketing channel to acquire
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9. 4. Social Media Marketing
 Think of Social Media as a modern tool for “word
of mouth marketing”.
 People are talking about brands on social media.
They are sharing experiences and giving feedback.
 Your Prospect audience is constantly present on
social media and hence you can tap into their
interest by targeting correctly.
 Channels such as Facebook, Twitter and.
 In have millions of active users, thus making social
media the most relevant Customer Acquisition
channel. 9

10. 4. Google AdWords
 AdWords is the largest online advertising networks
in the world.
 Millions of online businesses use AdWords to
reach out to new customers in order to drive sales.
Google AdWords is categorized as:
 Search: Search network refers to pay-per-click
advertising.
 In search, you need to bid as per the relevant
keyword of your business.
 You can display your ad if a person enters those
keywords into the search engines.
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11.  Display: It refers to the banner style
advertisements which is shown on Google
partnered websites.
 Video: Video advertising refers to the YouTube
marketing platform offered by Google.
 With all your marketing efforts for your business
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effortlessly! 11

12. How to develop a digital acquisition
strategy
 1. Know your audience
 Defining your audience and researching their
purchasing behavior helps you understand your
client base and customize a digital marketing
strategy to their desires. Customers use
different digital channels for different purposes,
and each has its own associated statistics.
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13. Cont…
 2. Identify customer channels and choose strategies
 It's best to use your target audience's profile to focus your energy and
budget on the top three or four channels that your customers use most
frequently rather than spending money to market on all channels. For
example, if your target audience is mostly senior citizens, then putting
time and resources into marketing on social media, which this
demographic uses less frequently, may not be beneficial to your business.
This tactic prevents businesses from overextending their resources.
 Focusing on the few best channels allows you to create strategies to help
customers find and purchase your products. Once you have chosen those
top channels, you can use one strategy or multiple strategies for gaining
acquisitions. When you combine strategies, they can be more powerful
than using them individually, and they can increase your conversion rates.
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14. Cont…
 3. Collect data
 Data is necessary for assessing just about everything
related to digital acquisition channels and strategies. It
can show you which channels are reaching the most
customers and which marketing campaigns are doing
well. Collecting data and analyzing it can give you
insight into customer behavior, allow you to further
develop your strategies and influence future digital
acquisition efforts. There are analytical tools and
analytics engines that you can use to link all of your
marketing materials and websites to for generating data
and reports.
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15. UNDERSTANDING THE RELATIONSHIP
BETWEEN CONTENT AND BRANDING AND
ITS IMPACT ON SALES
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16. 16
To understand Branding, it is important to know what brands are. A brand
is the idea or image of a specific product or service that consumers
connect with you, by identifying the name, logo, slogan, or design of the
company who owns the idea or image.branding is when that idea or
image is marketed so it is recognizable by more and more people, and
identified with a certain service or product when there are many other
companies offering the same service or product.
• Content helps in building a brand, it educate and convince the
customer
• Content communicate your purpose with consistency, value and
originality
• Content aligned to your customer

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Its impact on sales
Branding is significant in increasing sales or a
business because when a brand personalizes the
experience for the customers, they connect with the
brand emotively. It will help to generate new
customers. A strong brand identity increase customer
loyalty which in turn increase the sales of your
business

18. MOBILE MARKETING
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19.  Mobile marketing has become the most
important marketing strategy.
 Mobile marketing is a multi-channel, digital
marketing strategy aimed at reaching a target
audience on their smartphones, tablets, and/or
other mobile devices, via websites, email, SMS
and MMS, social media, and apps.
 It is an instant and direct channel that company
can communicate with its audience anytime and
everywhere.
Mobile Marketing
19

20.  When it comes to mobile marketing, this means
keeping devices in mind and utilizing SMS/MMS
marketing and mobile apps.
 Mobile marketing is an important piece of the
puzzle when it comes to building out any short-
term or long-term marketing plan.
 From email, to pay-per-click (PPC), search engine
optimization (SEO), content marketing, and social
media marketing, there is a mobile marketing
channel to reach every part of your audience where
they are most comfortable.
 links back to the time when the first commercial
mobile SMS and short codes were launched in
2003 20

21.  Why Mobile Marketing?
 Why is mobile marketing so important today?
 1) Reach: When reach is a concern, there’s
nothing easier than a mobile phone to reach your
target audience.
 79% smartphone users reported that their phone is
the first thing they check in the morning, and they
keep their phone near them throughout the day.
 But that’s not all. An average mobile phone user
spends 90 minutes a day on their phone, while the
US consumers spend as much as 220 minutes a
day on their phones.
 This average time is increasing every day. 21

22.  2) Personal: A mobile phone is a personal device.
According to a research study, 91% mobile phone
users keep their phone within one arm’s reach
throughout the day.
 People connect better with brands that establish a
one-on-one connection with them, and there’s
nothing better than a mobile phone to build this
personal connection.
 3) Instant: If you have to send a message instantly
to your customers, what medium would you
choose? Research shows that 90% of the text
messages are read in less than three minutes, while
in another study it was shown that text messages
have 98% open rate 22

23. 
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24.  Mobile ecommerce: Consumers prefer buying
from their mobile devices. More than 44% of time
spent on the internet is on mobile phones. As much
as 78% of mobile phone searches resulted in a
purchase.
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25.  5) Cost-effective: Mobile marketing is
extremely cost-effective as compared to other
marketing techniques.
 For instance, running an ad on TV is way
expensive than running a SMS campaign or
creating a mobile optimized website. So
you’ll make more money in the long run.
 Customer engagement: customers will trust you
better if they have a good experience with your
brand on their mobile phones.
 Research shows that 61% of people develop a nice
opinion of brands when they do not face any issue
visiting the website from their mobile phones.
 While 30% of customers will leave your website if
it isn’t optimized for mobile.
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26.  How Mobile Marketing Works
 Mobile marketing works similar to other types of
marketing. There’s only one difference – your
customers use their mobile to find and reach your
business.
 In a nutshell, you target, connect, and
communicate with them through their mobile
devices.
 Right now, Smartphones, Tablets, and Games
Console are the emerging devices that people use
to connect to the internet. In fact, 80% of internet
users use smartphones. 26

27.  How to Develop A Mobile Marketing Strategy
 Mobile marketing includes a whole set of
activities that are linked to the business strategy
and overall marketing strategy. Mobile
marketing doesn’t work the same all the time for
all the businesses. It varies – it varies a lot.
1. Here are the steps that brands must stick to in
order to make mobile marketing effective:
2. Define objectives for mobile marketing
3. Define mobile target audience and market
4. Go mobile
5. Integrate
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28. 
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29. VIDEO MARKETING
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30. Video Marketing
 Video marketing is using videos to promote
and market your product or service,
increase engagement on your digital and
social channels, educate your consumers
and customers, and reach your audience
with a new medium.

31. The Importance of Video
Marketing
1. Video marketing encourages social shares.
 Video is the second most popular content type on social media
for increasing engagement.
 Platforms like YouTube and TikTok have always been about
video. Platforms like Instagram and Facebook are focusing on
video.
2. Video marketing improves SEO and boosts conversions
and sales.
 31% of marketers add video to improve SEO. Websites see a
search engine boost when they add video because it
increases page quality and the time visitors spend on the
page.
 More than 60% of marketers say their customer acquisition
cost has gone up. At the same time, 83% of video marketers
say that video helps them generate leads.

32. Cont…
3. Video marketing appeals to mobile users.
 Mobile users are a driving force for video consumption.
According to a Statista study, 77% of those surveyed use a
mobile or tablet to watch online videos. And Facebook says
it’s 1.5x more likely for people to watch video every day on a
smartphone than on a computer.
4. Video marketing is great for educating and building trust.
 While 91.9% of users are content to watch any type of video at
all, 31.3% want how-to videos and another 29.8% want
educational videos.

33. How to Create a Video
Marketing Strategy
1. Choose your target audience and find
out where they spend their time.
The popularity of video and user-generated
video content means that you need to
target a specific audience with each video.
If you don’t already have strong buyer
personas, start creating them now. If you
already have a set of buyer personas,
make sure to update your personas to
include the most recent video research.

34. Cont...
 2. Connect with stakeholders to align on a plan
for the video.
 There are typically a lot of players when making a video. How
can you ensure they're all aligned?
 Create a questionnaire using Google
Forms or SurveyMonkey and pass it along to the stakeholders
of the project. This way, you can ask the same questions of
everyone and keep their responses in one place.
 At this stage, it’s important to agree on a clear set of goals. Is
your video marketing to increase brand awareness? Sell more
event tickets? Launch a new product? What do you want your
audience to do after watching the video?
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35. Cont…
 3. Set a timeline and budget for your video.
 Think of video as a shorter, quicker, and less expensive version
of your favorite film. While a video needs fewer resources to
succeed, it can still be a time-consuming and expensive process.
You can save time and money with planning and project
management.
 Create a clear timeline for every step of the process and plan for
occasional delays. Even a small video production relies on the
skills of many different people. So, you want to make sure that
even with unexpected challenges and changes you can still
deliver your video on time.

36. Cont…
 4. Choose the best platform to distribute your
video.
 Before you start making your video, think about where you’re
going to broadcast it. YouTube SEO is becoming as important
as website SEO. source Think about what people on that
platform are looking for. You’ll also want to consider:
• Average view time
• Size and sound limitations
• Communities
• Budget
• Promotion
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37. Cont…
5. Develop messaging and choose the
right types of video for your personas.
 It’s important to communicate a message with your
videos. If you’re not sure where to start, use one
of these examples of marketing videos to inspire your
video strategy. If you’re not sure what kind of
message is best for customers at different stages in
the buyer journey, align your video messages with the
flywheel.
 With your budget, skills, and resources in mind, think
about the creative roadblocks that might arise. Do
you need a designer to create lower third graphics?
Are you going to create an animated video or a live-
action video?

38. Cont…
 6. Decide which metrics you want to track and how you
will measure success.
 Before you dive into production, you need to define your
video goals and find the best metrics to help you understand
whether you've accomplished those goals.
 You can default to using the metrics available in your
platform of choice. But this can make it difficult to figure out if
your video strategy is performing over time. It can also make
it difficult to measure the effectiveness of multichannel video
strategies.
 Instead, choose several key performance indicators that
correspond with your video goals. This list of metrics is a
good place to start if you’re not sure where to start with
tracking your video marketing.
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39. Types of marketing videos
1. Demo Videos
Demo videos showcase how your product
works — whether that's taking viewers on a tour
of your software or unboxing and putting a
physical product to the test.
2. Brand Videos
Brand videos are typically created as a part of a
larger advertising campaign, showcasing the
company's vision, mission, or products and
services.
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40. Cont…
 3. Live videos
 Social media platforms offer users the option to
create livestreaming videos to engage with
customers in real time. These videos can be used for
interviews, announcements, events, office tours or
other behind-the-scenes operations.
 4. Event videos
 If a company is hosting a conference or event, videos
are a great way to promote or post highlights from the
event. Share interesting presentations from the
gathering to distribute information.
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41. Cont…
5. Explainer videos
Explainer or product videos help connect with an
audience by demonstrating the company's product or
service and why it brings value. Companies can
engage with audiences through short, powerful videos
that show why customers should choose their products.
6. Educational videos
Educational videos should be engaging and fun. The
goal of these videos is similar to blogs: to inform the
audience. Choose a topic that aligns with the
company's brand and is relevant to the target audience.
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42. Steps to make a video for your
bussiness
1.Script your video.
2.Set up your studio.
3.Shoot your video.
4.Edit your video
5.Choose your music.
6.Record your voice over.
7.Upload your video.
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43. Video marketing distribution
Owned:
1. Website
2. Blogs
3. Email
Paid:
1. Display ads
2. outstream video ads
3. Instream video ads
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44. Metrics used for measuring
your videos
1.View count:View count is the number of times
users have seen your video. It’s also referred to
as reach
2.Play rate:is the percentage of people who
played your video divided by the number of
impressions it received.
3.Social sharing and comments: If you're on social
media, you're probably familiar with sharing and
commenting. Social shares and comments are
good indicators of how relevant your content is
to your target audience
44

45. Cont…
4.video completion:A video completion is
the number of times users play your
video in its entirety. This metric can be
more reliable than view count when
trying to gauge your video's success
5.Completion rate:The completion rate is
the number of people who completed
your video divided by the number of
people who played it
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46. MARKETING GAMIFICATION
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57. Overview of SEO
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58. Search Engine Optimization
(SEO)
 SEO allows your content to rank in the top positions of
search engines.
 Thereby, your website will be found by someone who is
actively searching for what you offer.
 To apply SEO, you need to know the keywords that the
audience, and want to reach is searching. Then, you must
develop your content around these terms.
 According to the Search Engine Journal, 91.5% of the web
traffic is shared by sites listed on Google’s first page.

59.  The first Google organic search, itself, gathers 32.5% of the
traffic.
 And 51% of all website traffic comes from organic search. Organic
traffic is the one that you conquer through high-quality content
found by searches in Google

60. How does SEO work?
 Search engines like Google and Bing use crawlers,
sometimes also called bots or spiders, to gather
information about all the content they can find on the
internet.
 The crawler starts from a known web page and
follows internal links to pages within that site as well
as external links to pages on other sites.
 The content on those pages, plus the context of the links
it followed, help the crawler understand what each page
is about and how it’s semantically connected to all of
the other pages

61.  within the search engine’s massive database, called
an index.
 When a user types or speaks a query into the search
box, the search engine uses complex algorithms to
pull out what it believes to be the most accurate
and useful list of results for that query.
 These organic results can include web pages full of
text, news articles, images, videos, local business
listings, and other more niche types of content.

62.  The pros
 It’s free!
 When your brand appears in the organic search
results, it comes across as being more ‘authentic’
and objective in the eyes of your customers
 The cons
 You may not have to pay specifically for the search
results, but it does take time and effort to create
amazing content and do the technical optimization
of your website

63. Thank You……
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