Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Introduction to Digital Marketing and Media Planning

200 views

Published on

Anyone willing to have an introductory note on Digital Marketing, will get most of the knowledge in this presentation.

Published in: Marketing
  • Be the first to comment

Introduction to Digital Marketing and Media Planning

  1. 1. An Introduction to Digital Marketing ANANDAN PILLAI Associate Director (Paid Media) Performics.Resultrix (a Publicis Groupe Company)
  2. 2. A juggler! Digital Marketer ‘Occasional’ Blogger - Since last 7 years - Social Media, Digital Strategy, Paid Media , (minus SEO) www.anandanpillai.com Researcher - 19 case studies - 1 Book Chapter Social Media Native Twitter, LinkedIn, Slideshare - 7 research papers - 1 Book (Co-Authored) Invited Speaker - MDI, XLRI, Goa Institute of Managemnt, Great Lakes, Symbiosis, MICA, Fore School of Management, Christ University, ICFAI-Bengaluru, Banasthali University
  3. 3. Agenda • Introduction to Digital Marketing • Media Planning • Live demos of key tools • In-class class study
  4. 4. Marketing Product Price Place Promotion Advertising Sales Promotion Public Relations People Processes Physical Evidence Traditional Digital
  5. 5. Media Industry: India Source: M&E sector 2017: Key Trends, FICCI
  6. 6. Online Classifieds Social Media Marketing Content Marketing Mobile MarketingContent Marketing Email Marketing SEM / SEO Affiliate Marketing Online Reputation Management (ORM) Display Advertising D I G I T A L M A R K E T I N G
  7. 7. SEM What? • Paid ads on Search Engines Why? • To drive visibility and consideration How? • Effort – Medium & Consistent When? • Short to medium term (can be consistent) Where? • Google, Bing, Yahoo
  8. 8. www.google.com/ads
  9. 9. SEM Building Blocks Brand Campaign Model Campaign Competition Campaign Generic Campaign Campaign Keyword Research Ad copies Landing Page Mi Phone Mi Mobile Mi4, Mi4 6A Redmi Note Oppo phone Cheap mobile phone
  10. 10. Shopping Ads What? • Paid Merchandising on Google Search Why? • To sales How? • Effort – High & Consistent When? • Short and Long term Where? • Google
  11. 11. Shopping Ads Building Blocks Create a Google Merchant Center https://www.google.com/retail/solutions/merchant-center/ Upload a Product Feed to Merchant Center Link Google Merchant Center Account And Google Ads Account Set up “Shopping Ad” On Google Ads
  12. 12. Display advertising What? • Visually appealing static / rich media images that drive traffic to desired destination Why? • It helps in driving consideration, leads How? • Effort – High & Sporadic When? • Short term Where? • Google Display Network (GDN), Programmatic Advertising, Direct Buy
  13. 13. Display Advertising Building Blocks Creative Assets Suitable Destination Landing Page Sports Music News Lifestyle Technology Entertainment Auto Ecommerce Real Estate Food
  14. 14. Social Media What? • Create presence on major & RELEVANT social media channels Why? • It helps in creating community, driving word of mouth, leads etc. How? • Effort – High & Consistent (requires lot of creative content thought process) When? • Long term and consistent Where? • Facebook, Twitter, LinkedIn, Snapchat, Intagram, Pinterest
  15. 15. Social Media Building Blocks S T R A T E G Y O B J E C T I V E C r e a t i v e M e s s a g e Type of Creative Asset C H A N N E L
  16. 16. Video Advertising What? • Create presence on major & RELEVANT social media channels Why? • It helps in creating community, driving word of mouth, leads etc. How? • Effort – High, Sporadic (requires lot creative content thought process) When? • Long term and consistent Where? • YouTube, OTT platform (HotStar, SonyLiv, Voot, Amaon Prime, Zee5, Viu etc.)
  17. 17. Video Advertising Building Blocks S T R A T E G Y O B J E C T I V E C r e a t i v e M e s s a g e Video Length – 6 / 10 / 15 / 20 / 30 / 45 / 60 (secs) C H A N N E L
  18. 18. SEO What? • Organic listing on Search Engines Why? • To drive and maintain brand awareness How? • Effort – High & Consistent When? • Long term Where • Google, Bing, Yahoo
  19. 19. SEO: Follow Google’s Rules •2005 • Websites that get regular visits will be ranked higher. • Google started localizing search from country to city level •2007 • “Universal Search” – Google unifies search operation across YouTube, News etc. Also, launched knowledge graph for hotel, flight, financial, e-commerce etc. •2008 • “Google Suggest” – Auto-complete feature introduced •2011 • “Panda Update” – Weak, duplicate content with too many ads were penalized •2012 • “Penguin Update” – Rewarded quality, organic backlinks and penalized artificial fake backlinks •2013 •“Hummingbird Update” – Semantic search was given more weightage. User’s intent and context were prioritized •2015 • “Mobile Update” – Every website needs to have a mobile version of it. • “Quality Update” – This update focused more on user-experience and content quality •2016 • “Adwords Update”- Dropped RHS paid ads placement and included them to the top of the organic SERP (Search Engine Results Page) results •2017 • “Mobile Interstitial Penalty” – Sites that ran interstitial ad units and where users were required to dismiss those ads manually were penalized • “Fred Update” – Sites that had customized ad units camouflaging with the site’s original content were penalized
  20. 20. SEO Secret Sauce
  21. 21. Blogging What? •Long form content on varied topics that users are concerned about Why? •It helps in educating users, establishing thought leadership. Also it boosts the SEO efforts How? •Effort – High & Consistent When? •Long term Where? •Own website, Personal blogs (Wordpress, Blogger, Tumblr, Medium etc.)
  22. 22. Mobile Marketing SMS App Install Location Based In-App In-game
  23. 23. Influencer Marketing What? •Riding on popularity of celebrities and micro-influencers Why? •It helps in spread word of mouth much faster and in an authentic manner How? •Effort – Low When? •Short term Where? •Celebrity Influencers, Micro-influencers
  24. 24. Influencer Marketing: Getting It Right! Celebrity influencers Micro-influencers
  25. 25. How to find micro-influencers? www.followerwonk.com
  26. 26. Email Marketing What? •Sending emailers to user database (owned or purchased) Why? •It helps in nurturing the captive audience and to ensure repeat business How? •Effort – Low but Consistent When? •Medium term Where? •Gmail (GSP), Yahoo Mail, Owned Email Database, Paid Database
  27. 27. Google Sponsored Products (GSP)
  28. 28. Paid Email Database Own Email Database • Website Signups (Leads) • RSS Feed • Store walk-ins • Customers • Call-centers • Social media handles • Gated content • Offline interventions (malls / shopping complexes / education institutes etc.)
  29. 29. Email Marketing: Key Aspects • Database Relevancy • Get the Subject line RIGHT! (A/B test) • Email Body: Keep It Short and Sweet • Identify the best time to send emails • Follow the schedule diligently • Keep refining the email database • Adhere to appropriate content in follow-up emails • Optimize for mobile devices • Follow ‘Permission Marketing’ principles Sent Received Opened Clicked
  30. 30. Affiliate Marketing What? •Sort of marketplace where large media companies have inventory across various genres (in simple terms they are the middlemen to offer wide inventory) Why? •When you are focused on hard Performance objectives – Leads / Downloads / Sales How? •Effort – Low and Sporadic When? •Short term (but some businesses thrive on this model, e.g. education, BFSI, auto, e-commerce etc.) Where? •OMG, Admitad, icubes, Vcommission, Cashkaro.com, Komli Media, DGM etc.
  31. 31. How will I measure Digital Campaign’s success? How many saw? • Impressions • Opens How many Clicked? • Clicks How many landed? • Website Visits How many interacted / showed interest? • Leads • App engagement • Video views How many converted? • Sales • Downloads
  32. 32. Media Planning
  33. 33. What is Media Planning? How Many People Can be Reached ? at What Frequency ? to Achieve Business Objectives
  34. 34. What?
  35. 35. Awareness Share of Voice Top of the Mind recall Brand Equity Engagement Repeat Usage Average Time Spent Engagement Rate Acquisition Leads Sales / Revenue Footfalls Objectives Marketing Objectives Organization Objectives Sales, Profit, Market Share
  36. 36. Whom?
  37. 37. Intent- Driven 1st party Non- Intent- Driven 2nd party 3rd party Interest based Customers Consumers Influencers Trade Partners Competitors Target Audience SEM Web Visitors Mobile No Email Device IDs Supplier / Partner Platform specific Industry database
  38. 38. Consumer Decision Journey vs Digital Channels Non-Intender Intender Research Consideration Purchase SEM Social Display Video Email Mobile
  39. 39. Where?
  40. 40. Type of Channels Impact Sustenance Closure YouTube Masthead Display Marketing GDN, Programmatic, Native Ads Facebook Lead Gen Affiliate Network CPD 2016 – Rs. 25 lakhs /day 2017-18 – Rs. 75 lakhs / day 2019 - Rs. 1.4 crores / day Property Type Buy Type CPM – Rs. 30 to Rs. 3,000 CPC – Re. 0.30 to Rs. 15 CPV – Re. 0.50 to Rs. 2 CPCV – Re. 1.30 to Rs. 3 CPDn – Rs. 5 to Rs. 50 CPL – Rs. 50 to Rs. 10,000 CPS – 1% to 15%
  41. 41. How?
  42. 42. • Product launch • Product feature • Service benefits • Price benefits • Limited Availability / Urgency • Customer / End-Customer benefits • Societal benefits • Achievement / Milestones Communication Message
  43. 43. Marketing Funnel Stage Facebook Twitter YouTube Programmatic Display Google Search / GDN Mobile Upper Video, Facebook Live, Cinemagraph Promoted Trend, Videos Masthead Truview, Ads Videos, Rich Media, Expandos, Interstitials GIFs, Static Banners, Text Ads Interstitials Middle Canvas, Collections, Carousels GIF Bumper Ads, GIF GIFs, Static Banners, Text Ads GIF Lower Static Banner, Lead Ads Static Banners Truview Ads with keyword targeting Static Banners Static Communication Type vs Marketing Funnel
  44. 44. When?
  45. 45. Geography Creative Max. Exposure Navratri Durga Puja Dussehra Karva Chauth Pre-Diwali Dhanteras Diwali Gujarat 5 Maharashtra 5 UP, MP 6 Punjab, Delhi 4 Karnataka 2 West Bengal 3 Assam, Tripura 1 Tamil Nadu 1 Bihar, Jharkhand 1 Rajasthan 1 Haryana 1 Tamil Nadu 2 Rest of India 3 Campaign Calendar
  46. 46. July'18 July'18 - Aug'18 Aug'18 Aug'18 Aug'18 Aug'18 - Sept'18 Sept’18 Channels Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 Wk10 Wk11 Wk12 Wk13 TV SEM Hotstar YouTube DBM Display FB / Twitter Campaign Flighting
  47. 47. How Much?
  48. 48. Campaign Success Measurement • Business Metrics • Brand Metrics • Digital Channel Metrics • Web Metrics
  49. 49. Business Metrics • Market Share • Category Share • Revenue • Profit • App Installs • Average Revenue Per User (ARPU) • Customer Acquisition Cost • Customer Retention Rate
  50. 50. Brand Metrics – Brand Lift Study YouTubeFacebook Publisher 3rd Party Brand Track
  51. 51. Analytics – Display, SEM • Impressions • Clicks • CTR = (Clicks / Impressions) *100 • Cost • CPM = (Cost / Impressions) *1000 • CPC = (Cost / Clicks) • Conversions • Cost / Conversion = (Cost / Conversions) • Reach • Cost per Unique Reach • Viewability
  52. 52. ANALYTICS - Social • Engagement • Facebook – Likes, Comments, Shares • Twitter – Retweets, Replies, Likes • YouTube – Views, Likes, Comments, Dislikes • LinkedIn – Likes, Comments, Shares • Clicks • CTR = (Clicks / Impressions) *100 • Cost • CPM = (Cost / Impressions) *1000 • CPC = (Cost / Clicks) • Conversions • Cost / Conversion = (Cost / Conversions) • Share of Voice • Sentiment Analysis (Positive, Negative, Neutral)
  53. 53. ANALYTICS – Video Advertising • Views • Cost per View • Video completion quartiles – 25%, 50%, 75%, 100% • Cost per completed view • CTR • Viewability
  54. 54. ANALYTICS – Email Marketing
  55. 55. ANALYTICS - Web • Audience • Sessions • Unique Users • Demographics • Time Spent • Bounce Rate • Exit Rate • New vs Returning User • Acquisition • Source – Direct, Search, Referral, Social • Source – Country, City • Behavior • Pages Visited • Site Search • Conversions • Goals • Attribution
  56. 56. What ? Whom ? How ? When ? How much ? Media Planning Summary Where ? Objectives: Organization AND Marketing Target Audience: Intent-Driven vs Non-Intent Driven Types of Channels: Impact, Sustenance, Closure Communication Strategy: Product, Offer, Features, Urgency etc. Campaign flight: Quarterly / Monthly / Weekly Metrics: Business, Brand, Digital, Website
  57. 57. Thank you

×