Understanding of basics of Digital marketing. How to formulate Digital marketing tactics, communication, channels and tools

1. how
digital marketing
works
Bimlesh. Amagi, Bangalore
22 Dec 2017

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“digital marketing is traditional marketing done online”

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Company registration
Decide a name, logo, brand identity
Create a store, tagline, place products
Distribute pamphlets
Maintain relation with customers
Buy domain
Decide a name, logo, colors
Design UI, title, meta, product descriptions
Run banner ads
Maintain customer relations on CRM
“digital marketing is traditional marketing done online”

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Cost effective
Measurable
Highly targeted
Convenient
Highly trackable
Good For Startups
Help In Decision Making, Reporting.
Very Less Spillovers
Less Team Size
Help In Understanding Customer
(Location, Needs, Likes)
channels
digital marketing advantages

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digital marketing mixology
tactics message channels tools

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tactics message channels tools

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outside store promotions digital promotions

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Find
Convert
Engage
tactics

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Find
Goal: Brand awareness
Convert
Engage
TV
Newspaper
Radio
Outdoor
Youtube
Social media
Banner ads
Blogs
Email
Example:tactics

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Find
Convert
Engage
Goal: Brand recall
Free sampling
Conferences
Product testing
Augmented reality
Demo signups
Webinar
Downloads
Example:
tactics

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Find
Convert
Goal: Sale, signup, activation
Engage
Tradeshows
Discounts
Free product trials
Success stories
Create ease
Free demo
Discounts
ROI data
Example:
tactics

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tactics message channels tools

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framework
awareness sale
emotionalrational
Viral videos,
quiz,
Games
Celebrity endorsements
Reviews
Community building
Infographic, Product guides
eBooks, Webinars
Ratings, Case studies, Interactive
demo, Price comparisons
message

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tactics message channels tools

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how marketing channels evolved?
< 1990
• TV
• Radio
• Print
• Outdoor
1990s
• +
• Website
• Search
• Display
2000s
• +
• Paid search
• Microsites
• Webinars
• Blogs
2010s
• +
• Social media
• Mobile
To reach 50M customers
Radio took 38 years
TV took 13 years
Internet took 4 years
Added 50M in 62 days in 2010
2 days in 2015
channels

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channels

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channels
ORGANIC
(Non-paid)
PAID

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ORGANIC
Free traffic
Takes time to build it
No direct control
Objective:
Get rankings
PAID
Paid
Takes less time
Full control
Objective:
Max. results @ min. cost
Paid
Paid
Organic
Organic
Organic
keyword
channels

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SEO - On-page
Page title, meta descriptions,
Product descriptions
Image names
URLs
SEO - Off-page
Link building
Social media
Content marketing
Email marketing
Build DB, drip marketing, coupons,
transactional mails, announcements
ORGANIC PAID
Search engine marketing
Adwords, Bing
Social media marketing
Facebook, twitter, linkedin, instagram,
Display advertising
Adwords, bing, Doubleclick, taboola
Re-marketing
Google, Facebook, quora, linkedin, youtube
Publisher campaigns
Komli, tyroo, adchakra, DGN networks
Email marketing
Komli, tyroo, adchakra, DGN networks
Mobile marketing
Onmobile, admob, vserv, yBrant
channels

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In store
Brand name
Punchline
Products
Outside store
Distribute pamphlets
Press release
Local newspaper ads
On-page SEO
Page title, meta descriptions,
Product descriptions
Image names
URLs optimisation
Off-page SEO
Link building
Keyword density, content optimisation
Directory submission
Social media linking
Blog & article writing
Press releases
Forum commenting

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channels how digital marketing channels work?
/seo ranking & site authority

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how digital marketing channels work?
/email marketing
channels

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how digital marketing channels work?
/remarketing
1. Install pixel 2. Create custom audience 3. Do-remarketing and track actions
channels

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how digital marketing channels work?
/ad network
channels

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So which channel to use?
channels

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Which channel to use?
What are your aims?
Awareness  Display ads (focus on max. traffic @ min CPC)
Lead generation  Search + Display (focus on CPL)
Sale  Search + Display + Shopping ads
(focus on CPA)
What type of product you sell?
Low engagement  Display ads, (focus on max.)
High engagement  Remarketing ads, lead-gen, video,
content, webinar, infographic
(focus on user activity, time spent, bounce)
What is your business?
B2B  Lead focused campaigns (focus on CPL)
B2C  Traffic focused campaigns (focus on CPC)
channels

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Which channel to use?
Where are your customers?
Social media  SMM/ SMO campaigns
Blogs  Content marketing
News sites  Banner ads, Online PR
What are they doing online?
Learning  Educate by targeting the forums & topics
Socializing  Social media marketing
Searching jnfo/ job/ help  Banner ads. Ad network ads
Shopping  Shopping ads, coupon sites
channels

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tactics message channels tools

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tools
Reach
Learn & act
Engage
Convert

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tools
Reach
Run ads on google search and display
netowrk. Youtube ads. Gmail ads,
shopping ads
Test website page speed and helth
Manage shopping ads inventory
Run facebook and instagram ads
Check SEO health of a page and suggests changes
Run display ads on million of websites

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tools
Learn & act
SEO audit of website
Check indexing stagus
Study website traffic
SEO spider. Crawls a websites' links,
images, CSS, etc from an SEO
perspective
Check SEO rankings manage SEO campaigns
Integrate leads with CRM
Manage all tags

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tools
Engage
To manage website surveys
Create heatmaps of user activity on website
Manage content & blogs
A/B testing
Browser notitication
Social media management
Email marketing

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tools
Convert
Create landing pages
Chat software
Virtual receptonist. Used for inbound calls
Marketing automation software
CRM software

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create your own mixology

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Bimlesh.bisht@amagi.com
99711 38841
Thanks 