Digital Marketing

1. DIGITAL MARKETING
CHANNEL
-Harshali Panchal

2. EMAIL MARKETING

3.  With over 144 billion emails sent each and every day, email
marketing remains one of the elite channels for business
communication.
 email is still the best in the business when it comes to
generating customer interaction and sales.
 Email is an incredible marketing tool.
 With its widespread reach and viral potential, it allows your
business to connect with prospects in ways that no other
marketing medium can.
EMAIL MARKETING

4.  Use a Newsletter Service:
 Email marketing service provider, such as MailChimp or Aweber.
 You can also manage email lists, integrate forms and sign-ups on
your website, and track email analytics.
 Test Your Subject Lines:
 According to stats compiled by Impact Branding & Design, 33
percent of email recipients open their email based on the
subject line alone.
 Your subjects should be concise and informative, giving the
reader a reason to click through.
 Personalize Your Message:
 When composing your email campaigns, use customizable fields
to personalize each message. For instance, if you customize the
"To" field, the reader can receive a message that says, "Dear
John," instead of an impersonal, "Dear Customer."
STRATEGIES FOR EMAIL MARKETING

5.  Segment Your Emails:
 create groups into smaller, niche customer groups based on
location, gender, past purchases, and more.
 Reduce Text and Optimize Calls to Action:
 Cut down on long-form text, and focus on short messages that
call the reader to action.
 Provide Visually Interesting Campaigns:
 the more visually interesting your campaign is, the more likely
the reader is to stick around. Include images and graphics
that support your overall message
 Provide Means for Social Sharing:
 According to statistics provided by Impact Branding and
Design, emails that have social sharing buttons generate a
158 percent higher click-through rate than those that don't

6.  Simply Ask
 When existing and prospective customers buy something at
your store, have staff members verbally ask if they’d like to
sign up for your newsletter as part of the check out process.
Keep a sign up sheet close to the register.
 Put a Form On Your Website:
 It’s imperative that you have a form on every page so that
anyone who happens to land there is able to sign up quickly
and painlessly for your emails.
 use a popup form to collect addresses.
 Send Postcards Via Snail Mail
WAYS TO COLLECT EMAIL ADDRESSES

7.  Offer Freebies:
 Nothing is more attractive to a potential customer than a free
product or a glance at a service that they don’t have yet.
 As long as your free gift is relevant to the content of your
newsletter, it’s the perfect incentive for prospects who might
be on the fence about signing up.
 Link to a Form in Your Signature:
 Simply include a link to your hosted web form in your email
signature, and your prospects can sign up to receive your
emails without even closing your personal message.

8.  Utilize Social Media:
 Put a form on your Facebook fan page so that anyone visiting
your page on the social networking site can easily subscribe
to receive email updates.
 Ask Twitter followers to sign up for your newsletter by
tweeting a link to your hosted web form.
 Advertise On Everything You Print:
 Whether it’s your business card, a brown paper bag or a
receipt, a physical reminder of your website could be the push
someone needs to visit your site and fill our your web form.

9.  When it comes to pricing, it can really vary. It all depends on
the features as well as the plan.
 Pricing is typically based on the number of email subscribers.
With this type of plan, you can send unlimited messages.
Here’s a monthly pricing breakdown, based on a review of
popular email marketing software.
PRICING
Number of Subscribers Price Range
0 to 500 Subscribers $14 to $19 a Month
501 to 2,500 Subscribers $25 to $30 a Month
2,501 to 5,000 Subscribers $49 to $55 a Month
5,000 to 10,000 Subscribers $65 to $100 a Month

10. POPULAR EMAIL MARKETING SOFTWARE

11. AWEBER PRICE

12. AFFILIATE MARKETING

13.  Affiliate marketing is an online marketing setup, wherein a
third party (usually a blogger) helps a business or website
promote its products or services for a cost.
 These third party marketers are called “affiliates”, and they
do not get a regular salary for their services.
 Instead, they get paid for every sale, click, download,
registration, or any other intended result out of the marketing
campaign.
 They make use of various tools such as blog articles, guest
posts, pop-up ads, email, social media and SEO to reach as
many people as possible.
AFFILIATE MARKETING

14.  Use Affiliate Links on your Post:
 Instead of using direct links on products you’re
recommending, try as much as possible to register for their
affiliate program and use affiliate links no matter how small
the commission is.
 Create a Resources or Tools Page:
 This is a special page where you list all the tools you use on
your blog (both free and premium) thereby making it easier
for your readers to see all your affiliate products at a glance.
 Make Use of Banners:
 You can get the banners of affiliate products you’re promoting
from affiliate companies and implement the code on your
blog.
 banners do get the highest click through rate than other
AFFILIATE MARKETING STRATEGY

15.  Make even more money through referrals:
 This is one big reason why affiliate marketing is so popular.
Growing a network dedicated to promoting a product that is
wide-ranging and cheap is exactly what companies want, so
companies will usually pay for referrals as they easily make
up the costs.
 Choose your niche:
 One mistake beginners make is getting almost anything and
everything under the sun and promoting them to the same set
of audience.
 Pick a niche, study it well, then stick to it
CONTI..

16.  The set-up fee is charged to cover the cost of integrating your
site into the network.
 To have a trustworthy looking (and search engine friendly)
website you will need to get yourself a .com, .net, or .org domain.
It this will cost you only around $9 if you use Namecheap.
 If you want to have a website for your domain, you will need
website hosting. Bluehost could be used for website hosting.
usually for 1 year at a time, it costs about $83.
 Total you will have spent $90 for the entire year
 Network Commission (as % of affiliate commission): 30%
Monthly Cost: Variable
 For example, if you pay affiliates 10% of the price of every sale
that they refer to your site then you’ll pay an additional 3% of the
sale price to the affiliate network, resulting in a total cost of
13%.
PRICING

17. RSS

18.  Subscribe to industry news sites/blogs to stay on top
of industry trends and topics.
 Use it to help brainstorm blogging ideas.
 Monitor Twitter for mentions of your company and industry -
related terms.
 Subscribe to other YouTube channels.
 Identify appropriate LinkedIn questions.
 Track specific Google searches.
 Follow blog comment feeds to identify influencers.
 Publish your company's feeds on your website so people can
easily find and subscribe to your content.
 Add a widget that pulls in feeds from specific topics to display
on your blog or website.
MARKETING USES OF RSS FEEDS

19. GOOGLE ADWARDS

20.  AdWords brings highly targeted traffic to your website, with
the added benefit that you only pay when someone’s
interested enough to actually click on your ad and visit your
website.
 It’s a marketing technique called Pay-Per-Click Advertising,
popular because you pay only for the clicks that bring visitors
to your website.
GOOGLE ADWARDS

21.  Advertisers bid on keywords in order to serve an ad which,
when clicked upon, leads the searcher to a website landing
page where a conversion goal, such as a lead generation or
purchase, can be completed.
 Advertisers compete against one another in the Google
AdWords auction for select ad slots on the Google Search
results page. Advertisements will appear primarily above or
to the right-handside of organic listings.
 The Google AdWords auction is based around two fundamental
elements: keywords and cost-per-click (CPC) bidding.
Advertisers bid on search terms related to the product or
service they provide. The CPC bid is the maximum amount an
advertiser is willing to pay each time their ad is clicked.
HOW DOES GOOGLE ADWORDS WORK?

22.  Customer Demand:
 If your customers are not searching for your product or service
in Google, then obviously, AdWords search advertising is not
going to work for you. So, before you get too excited about
creating your first campaign, you need to verify there is in fact
search volume for what you’re going to offer.
 Ads:
 Ads are triggered by the keywords that reside within the same ad
group.
 They are comprised of a headline, two description lines, a display
URL, and a destination URL.
 Keywords:
 A keyword is a word or phrase that an advertiser selects to bid
upon. Keywords should be relevant to the advertisers products
or services. When searched by a user, keywords will trigger the
ads which are housed within the same ad group.
PROCESS TO CREATE A PROFITABLE
GOOGLE ADWORDS CAMPAIGN

23.  Costs
 AdWords differs from traditional forms of advertising. It
doesn’t come with price lists or rate cards. Instead, our
standard pricing model relies on a cost-per-click (CPC) based
auction:
 How much you invest is up to you
 You’ll start by choosing a daily budget you’re comfortable
with, and then change it at any time. There’s no minimum
spend and you’re not locked into a contract.
 Only pay for results
 With ads on Google you're not charged when your ad is
displayed, but only when someone clicks on your ad to go to
your website. In other words, you only pay when your
advertising works.
PRICING

24.  You're in control of your cost-per-click
 We set cost-per-click prices via an automated auction system.
As an advertiser, you get to specify the maximum amount
(max CPC bid) you're willing to pay for each prospective
customer that visits your website by clicking on your ad.
 This bid then determines how high up on the search results
page your ad appears, which eventually determines how often
people notice and click on your ad.
 Relevance pays off
 Your bid isn't the only factor that counts. AdWords rewards
more relevant ads with a higher Quality Score and a higher ad
position. So even if your competition bids more than you, you
can still win a higher position -- at a lower price -- with highly
targeted keywords and ads.
CONTI..

25.  Here's a quick example:
 Your daily budget: $10
 Your maximum cost-per-click bid: $0.50
 Your average actual cost-per-click: $0.40
 Approximate number of clicks per day: 25
CONTI..

26. GOOGLE ANALYTICS

27.  Google has features that are incredibly useful to business
owners who make decisions based on how their audience
interacts with their website and social profiles.
 Whether you want to boost sales, find more visitors or
improve your mobile app, Google Analytics has the answers
and insights you need to improve your business.
 Google Analytics shows you the full customer picture across
ads and videos, websites and social tools, tablets and
smartphones. That makes it easier to serve your current
customers and win new ones.
GOOGLE ANALYTICS

28.  Google Analytics Reports:
 The Overview report helps you see which channels bring in the
most visitors, which channels bring in engaged visitors and
which channels bring in visitors who convert into email
subscribers or customers.
 Overview report displays a summary of data, the Channels
report displays a more detailed view of your visitor acquisition
on a per-channel basis.
GOOGLE ANALYTICS FEATURES

29.  Analytics ABC Reporting:
 This new report helps you see information about the
acquisition of new visitors, how they behave on your website
and how they convert into loyal readers, engaged visitors,
email subscribers or customers.
 The biggest outcome of this is that now you see a variety of
conversion data in the summary view of the report.

30.  Demographic Data:
 data collected from DoubleClick third-party cookies is
available in the new Demographic report. You’ll see valuable
information about your audience’s gender, age and
interests with just a couple of clicks.
 Figure out the demographics of your top 15% customers.
 Improve your remarketing campaigns in Google AdWords by
targeting specific segments of your audience with different
ads.
 Use Demographics and Interests to analyze A/B tests.
 Use Content Experiments from within Google Analytics to
conduct A/B tests and then use Age segments to interpret the
results and see which version of your test works for different
segments.

31.  Google Analytics has two pricing tiers: free and premium. The
premium version provides higher data limits, more custom
variables, a Service Level Agreement, and a dedicated support
team. Pricing starts at $150,000 / year
PRICING

32. VIDEO MARKETING

33.  Video marketing is one of the most overlooked forms of online
marketing. Creating videos is not as complex as it may sound.
With a minimal budget, any business can produce quality
videos for promoting their products and services. Here are
some tips which can help you make the most of your video
marketing campaigns.
 Video marketing strategies not only work, they are necessary
to grow your business
 video is asserting itself as a critical component in forward-
thinking digital marketing strategies, and with good reason.
VIDEO MARKETING

34.  The pre-roll ads we're all so fond of skipping on YouTube, but
those are not what I'm referring to in the context of video
"marketing".
 The distinction here goes back to the difference between paid
and earned media. If you create an awesome 1-minute
promotional video, and buy ad time on YouTube or any other
site to run it, that's paid media.
 If you take that same promotional video and run it on your
own channel and site, and share it on your own social
accounts, that's earned media.
WHAT'S THE DIFFERENCE BETWEEN
VIDEO MARKETING AND ADVERTISING?

35.  Post on YouTube:
 When it comes to video marketing, the first place to start is YouTube,
the most popular video sharing site which is owned by Google.
 Write great titles:
 Titles are not only vital for your site pages, but also for your videos. A
great title will not only attract the attention of your audience, but will
also enhance the ranking of your video.
 Transcribe your videos:
 One of the best ways of optimizing your videos is by transcribing
them. You can get your videos transcribed professionally for as little
as $1 a minute.
 Once the transcription is complete, you can upload it on YouTube as
a transcription file. In addition, you can add excerpts of the
transcription in your video descriptions.
VIDEO MARKETING STRATEGY

36.  Include a link to your site:
 After watching your video, many people will require more details
before they buy your products or services. It is therefore very
important to include a link to your site or landing page within
your video description.
 Backlink to your videos:
 Backlinks are as important for videos as they are for web pages.
Creating backlinks to your videos can be a very effective strategy
for enhancing their search engine ranking. Therefore, whenever
you write blog posts and articles, be sure to insert links to
relevant videos.
 Self-host your videos:
 Self-hosting your videos will allow you to engage your visitors
more effectively using calls to action and relevant information.
CONTI..

37. MOBILE MARKETING

38.  Mobile’s reach extended to nearly every channel.
 From social media and email, to brick-and-mortar
integrations such as in-store check-ins and mobile coupons,
mobile
 mobile devices take branding and marketing to a whole other
level of business-consumer interaction.
MOBILE MARKETING

39.  Cash in on cross-channel promotion:
 Mobile offers a plethora of opportunities for marketers to
organically grow their subscriber list via other customer
interactions such as email, in-store and online checkout, and
even social media.
 Going paperless with QR codes
 PayPal’s mobile payment QR codes, released in October, to
coupons or ticket codes, retailers and ticket vendors alike are
using QR codes to create easy, paperless customer experiences.
 Integrate with social media
 According to First Data, an online payment system provider, 81
percent of smartphone users check social media to read reviews
before making a purchase. Marketers who have integrated their
mobile program with customer reviews and social media
sharing buttons for Facebook, Twitter and Pinterest are reaping
the rewards. Amazon and Etsy are two examples.
MOBILE MARKETING STRATEGIES

40.  Send time-sensitive service alerts and notifications:
 Timing is everything for mobile. Marketers who send notifications
too early in the morning or during dinner will only annoy
subscribers. Let customers set their own parameters for when
and how they are contacted via SMS alerts or push notifications.
Instagram, for example, allows users to customize the types of
notifications they want to receive via push.
 Create seasonal engagement programs:
 Seasonal programs keep consumers engaged with timely
content. Take Starbuck’s holiday SMS program, which
offered subscribers holiday specials, weekly offers and cheerful
holiday messages.
 Deliver coupons via SMS:
 Marketers who want to raise awareness for special offers send
coupons via SMS or push notifications.
CONTI..

41.  Make opting-out easy:
 Marketers can be apprehensive when it comes to showing customers
how to opt-out of mobile notifications
 Analyze customer data:
 Consumers view their mobile devices as more personal than their email
or web browser, so be relevant and respectful. Use location, age,
demographic and other information to segment subscribers and to send
them relevant and timely content.
 Offer value:
 Marketers, including Amazon and Modcloth, are using mobile to send
customers alerts or transaction confirmations when wish list items
go on sale. 90 percent of consumers who have joined mobile loyalty
programs feel they have gained value from them.
 Raise awareness when timing is everything:
 The average user looks at their mobile phone up to 150 times a day,
according to Visual.ly making mobile a vital channel to raise brand
awareness.
CONTI..

42. INSTANT MESSAGING
MARKETING

43.  Instant Message Marketing is rapidly becoming accepted in
the business community as a viable communications tool and
process.
 It’s faster than e-mail, free on the client side, and even a
novice user can easily grasp the interface in just a few
minutes.
 It enables remote workers and business partners to “talk”
and send information effortlessly via the internet.
INSTANT MESSAGING

44.  Now you can easily send instant messages to individual
customers or a group.
 You can even choose to setup an automated or recurring
message to send to your customers at a pre-selected time.
 You can incorporate email marketing and text messaging
marketing – covering multiple marketing channels for your
business.
 UZ Marketing can help further target the deliverability of your
messages as well.
 Their unique feature called SmartBlast allows you to send a
single message across multiple modes of communication.
 It will detect if a person has read the instant message and stop
the same message from being delivered to the remaining modes
of communication.
 For example, if the recipients are not online to receive the IM,
the message will go directly to their mobile phones and email
addresses (skipping IM delivery).
CONTI..