Digital

1. Digital Marketing
An Overview....

2. Why Digital in New Normal
Acc to Confederation of Indian Industry (CII) and KPMG in India unveiled today a report titled 'Digital -
The New Normal of Marketing', AT CII National Marketing Summit.
• India is one of the fastest growing advertising markets globally about 15.5% .
• It has large consumer base and a burgeoning e-commerce industry.
• it is one of the fastest growing mediums at an expected CAGR of 33.5% to cross INR 255 billion.
• Of the total digital advertisement spends, 'search and display' commands the largest share.
• Connected devices, Smarter devices and 'hyper-relevant rich content' will drive consumption for the
consumer.
• Also, insights Onto nascent technologies like emotions analytics and predictive marketing.

4. Digital Marketing
Philip Kotler defines digital marketing as
‘a form of direct marketing which links consumers with sellers electronically
using interactive technologies like emails, websites, online forums and newsgroups, interactive
television, mobile communications, etc.’

5. Traditional Marketing Digital Marketing
Type of Marketing Structured and Clear
Advertising campaigns, service hotlines
Unstructured and Unclear
Status updates, ad campaigns, blogs, posts,
comments, social media, etc.
Direction of
Communication
Unidirectional (one to many)
Information spread by company (active)
Consumers only listen (passive)
Multidirectional (many to many)
Both company and consumers talk and listen
(both active). Consumers can also create
content, like or post
Scheduling Long-term Short-term
Communication
with Consumer
Private
Communication only between company and
consumer (via email, phone); discussion is kept
secret
Public
Reactions to comments are public; anyone
can read and join a discussion
Availability During Working Hours
No direct support beyond regular working hours (9
to 6)
All the Time (24/7)
Constant readiness to respond to negative
comments and consumer requests
Language Formal, Legally Safe
Official
Genuine, Direct
Personal responses and short answers
Response time Longer as if somebody is interested after seeing an
ad in print or TV they can’t see the additional
information at that instant, they need longer time
for gathering information about the product.
Quickly as soon as they see the ad, they can
click the link and can get more information so
decision can be taken quickly

7. Digital Marketing Strategy
1. THE CONSUMER DECISION JOURNEY
Awareness: Display advertising on websites, social media such as Facebook, LinkedIn, YouTube.
Interest : Highly creative campaigns, Interesting posts, emotional messaging
Desire : To “evaluate” Channels are community forums, blogs, review rating sites
Action : Search engines, websites, blogs, social networks, mobiles, applications, forums.
Advocacy: Social media

8. 2. The P-O-E-M Framework
Paid media
Sponsored advertisements in search engines, websites, Facebook, Linkedin and Twitter.
Owned media
Company’s official website, microsite, social media pages such as Facebook page, Linkedin page, Youtube
channel and Twitter handle.
Mobile apps or blogs
Earned media
Publicity that is generated through recommendations and word of mouth
Social media engagement such as likes, shares, comments, replies, retweets, favorites etc.

9. Steps to prepare marketing activity
1. Be smart
2. Be Social
3. Be Visible
4. Be Focused
5. Be Strategic
6. Be intelligent
7. Be measurable
8. Be Creative
And Yes be on
GOOGLE

10. Introduction
Characteristics of digital marketing are:
◦ Two-way Communication
◦ Targeting of One
◦ Level Playing Field
◦ Measurability
◦ Push and Pull
◦ Real-time
◦ Zero Moment of Truth

17. DIGITAL MARKETING CHANNELS

18. SOCIAL MEDIA MARKETING

19. Types of Jobs
• Interactive technology (such as AI)
•Mobile marketing
•Search engine optimization (SEO)
•Search engine marketing (SEM)
•Social media marketing
•E-commerce
•Marketing automation
•Content management , Copywriting and editing
•Web development , Web design

23. SOCIAL MEDIA MARKETING
Social media marketing is the process of creating content that you have
tailored to the context of each individual social media platform in order
to drive user engagement and sharing.

25. Some Key Terms
Content
Context
Hashtags
Shares
Engagement
Organic reach is down
Social is becoming more ‘pay to play’

26. SMM : Strategy
1. Paytm Karo : Handcrafted In India
2. Kissanpur : Grow What you Eat

27. TOOLS
1. Google Alerts : www.google.co.in/alerts
2. Google Trends: https://trends.google.com/trends/?geo=US
3. Twitter Search
4. Social mention
 Strength
 Sentiments
 Passion
 Reach

28. SEGMENTING AND CUSTOMIZING MESSAGES

29. THE DIGITAL LANDSCAPE

30. Display Advertising

31. Digital Marketing Plan
1.
Objectiv
e
2. Buyer
Persona
s
3.
Content
4.
Channel
s
5.
Timelin
es
6.
Budget
7.
Measurem
ent

32. Display Advertising
The act of communicating the advertisement message using visually rich
media.
Display ads can be native or non-native.

33. Reach metric in Different Mediums of Display Ads

34. Clicks
A Click is counted whenever a user clicks on an ad.
Click Through Rate (CTR)

35. Improving Low Click Through Rates
Category
The product category for which the ad is being displayed is an important factor to decide the optimal CTR.
Creative
Creativity using rich audio visual media, interactive banners, dynamic banners, personalized banners or integrating
video players into the banners.
Placement
Ad should be shown at the right place. For example, the ad about weight loss, if placed on a car review portal will
not deliver results.

36. Ads put on various sizes based on the availability of space on the website.
Medium Rectangle
Leaderboard
Large Mobile Banner
Size

37. Buying Models Trade-offs in Buying Models

38. Social Media Marketing

39. Massive Target Audience on SM globally

40. The audience is massive in India as well

41. A large amount of time is spent on SM
Share
Of
Time
Spent
Online

42. Targeted and measurable
Niche
targeting
options
Measurable
One-to-one
and one-to-
many
communicati
on

43. Social Media for Marketing
Brand
Awareness
Lead
Generation
Listening
& Monitoring
KEY BUSINESS
OBJECTIVES

44. SOCIAL MEDIA MARKETING

45. FACEBOOK
Primary Audience:
▪ Facebook has users from all age demographics, making it one of the
most diverse social channels
Primary Uses for Business:
▪ Building a community to engage users and drive conversations
▪ Build brand awareness
▪ Drive sales and generate leads through highly-targeted advertising

46. Facebook Users

47. Edge Rank ∑uewede
u- Affinity Score between user and edge creator
w- Weight for the edge type (status, comment, like, tag, etc.)
d- Time Decay Factor based on when the edge was created
Facebook Algorithm

48. Fan Types

49. 3E Strategy for content
Excite
Entertain
Educate

50. Ad Campaign
Ad Set
Ad
Anatomy of an Ad Campaign

51. Adverts
1. Page Post Engagement Adverts
2. Page Like Adverts
3. App Installs and Engagement Adverts
4. Carousel Format Adverts- Multiple product in single advert
5. Website Clicks and Conversions Adverts
6. Video Adverts
7. Dynamic Adverts
8. Lead Adverts
9. Canvas Adverts
10. Offer Claim Adverts
11. Local Awareness Advert

52. Adverts Targeting
Custom Audience
◦ Customer File
◦ Website Traffic
◦ App Activity
◦ Engagement on Facebook
Look alike Targeting
Generic Targeting
◦ Location
◦ Demographics
Detailed Targeting
Connections

53. Twitter
Primary Audience:
▪ Twitter’s largest demographic is young adults between the ages of
18-35
▪ A fairly opinionated audience that is open to sharing their thoughts in public
Primary Uses for Business:
▪ Build brand awareness
▪ Listening & Monitoring
▪ Drive leads and sales (though currently not as effective as other social platforms like
Facebook/Instagram/LinkedIn)

54. Twitter

55. Twitter Wall Elements

56. 1. Text box where to
compose new tweets
2. Image upload
3. Location share
4. GIF (Graphic Interchange
Format) Image
5. Add poll
6. Character limit indicator
7. Submit tweet button
Status Update

57. Building Blocks-Key Terms
1. Hashtags (#)
Events: #Oscars And #Worldcup
2. Mentions (@)
@anonymous
3. Search
Advanced Search
4. Trends
Based on who you follow and
your
geographical location.
5. Use followers
Suggested Tool/s
http://wefollow.com/
6. Use competitors

59. Twitter’s Unique Features
Anyone can follow anyone
Reach & Speed
140-character
Create your list

60. Usage
1. 1-1 communication
2. Customer Feedback
3. Influencer Outreach programs
4. Promotions
5. Product launches

61. Instagram
Primary Audience:
▪ Younger audience as compared to all other social platforms (except
Snapchat)
▪ Mobile-only network
Primary Uses for Business:
▪ Build brand awareness through visually appealing content
▪ Building a community to engage users and drive conversations
▪ Drive sales and generate leads through targeted advertising

62. LinkedIn
Primary Audience:
▪ Comparatively older and mature audience
▪ Professional Network
Primary Uses for Business:
▪ Effective lead generation channel, particularly for B2B companies
▪ Drive industry thought leadership
▪ Post new job opportunities and recruit potential employees

63. Snapchat
Primary Audience:
▪ The youngest audience amongst all social platforms
▪ Over 90% of the audience in India is in the age group 15 to
25
Primary Uses for Business:
▪ Storytelling
▪ Sharing behind-the-scenes and exclusive content
▪ Engaging and interacting directly with fans

64. YouTube Advertising
1. YouTube Channels
2. YouTube Ads
Display Ads

65. Overlay Ads Skippable Video Ads
YouTube Advertising continues….
Source: http://madreroothman.com/wp-content/uploads/2015/10/Screen-Shot-2015-10-30-at-10.00.25-AM-300x170.png. Retrieved on
March 20, 2017
Courtesy: Google and the Google logo are registered trademarks of Google Inc., used with permission.

66. Non Skippable Video Ads

67. Midroll Ads
Available only for videos over 15 minutes, midroll ads are spaced between the video
similar to TV commercials.
Bumper Ads
Lightweight, non skippable video ads up to 6 seconds long. They are especially
optimized for mobile devices.
Discovery Ad
You are charged whenever a user clicks on a video ad thumbnail or title and begins
watching your ad video.

68. Type of Videos
Your ads can appear in any video which has claimed copyright. It could be a user
generated video or broadcast channel videos or YouTube partner videos.
Buying Models
Cost Per View (CPV)
True View Instream Video
The viewer watches your ad completely (if ad length less than 30
seconds) or watches at least 30 seconds of your ad (if ad length
greater than 30 seconds).
The viewer performs a desired action on the ad i.e., clicks on the ad.

69. Desktop Universal Video Masthead
The desktop universal video masthead includes a flash information panel on one side and a video panel on
the other side. The standard size of this ad unit is 780 x 195 pixels.

70. Search Engine Optimization (SEO)

71. Search Engine Optimization (SEO)
Process of enhancing the visibility of the website by improving the ranking in the Search
Engine Results Page (SERP).
Process of making the website more search engine friendly thus getting higher positions
in ‘organic’ or ‘natural’ or ‘unpaid’ search results.
Search Engine
A web program designed to retrieve or search information on the web.
Display organic and paid search results

72. Organic vs. Paid search result

73. How Search Engines Work

74. SEO Phases

75. Website Audit
1. Keyword position
2. Sitemap
3. Browser, Operating Systems, Devices compatibility
4. Backlink Checker
5. Domain Authority
6. Keyword Cloud
7. Speed audit

76. Content
All the information contained in any web page
Text, hyperlinks, images, audio, animation or videos
For optimizing the content:
Write easy-to-read text
Organize your content around a topic
Create fresh and unique content

77. Site Map

78. On Page Optimization
Optimizing the web page itself
On page factors that affect search engine rankings:
Technical Elements
Site Performance
Tactics to improve site performance:
Enable compressions
Compress Images
Reduce redirects

79. 500 error
404 error

80. HTML Tags
Tags used to create web pages in HTML so that web browsers can read the code and process them to
display on the screen.
Meta Tags
Describe a page’s content and does not appear on the front end to users.
Meta Keywords:
Used to define the content of a web page by providing a bunch of keywords or tags specific to that
web page’s content

81. Anchor Tag
Anchor text:

82. Choice of Keywords
Long tail & Short tail Keyword
The Search Demand Curve

83. Long tail Keyword Search

84. Keyword Funnel

85. Page Segmentation

86. Synonyms
Non-synonym Synonym

87. What is SEM?
SEM is the practice of marketing a business using paid
advertisements that appear on the Search Engine Results
Pages (SERPs).

88. SEO vs SEM

89. Organic Results vs Paid Ads
Google
Search Results GoogleAds
Where they appear: On the middle
of the page
How they’re matched: sites are
matched to a person’s search using
information like text on the page
How they’re ordered: based on
relevance to the search term &
popularity
Where they appear: Top & bottom of
SERP
How they’re matched: ads are
matched to a person’s search based
on how closely the search matches
your kws & campaign settings
How they’re ordered: based on a
combination of cost-per-click (CPC)
bid & relevance

90. Why SEM?
● Markets are moving online.
● Largest categories of online retail globally:
○ Apparel
○ Consumer Electronics
○ Computer Hardware
● Fastest-growing categories:
○ Grocery
○ Beauty & Cosmetics
○ Home Appliances
○ Furniture
● Online retail in India:
○ $15 billion in 2016
○ $200 billion in 2026 (est.)

91. What is ‘Google Ads’
● An online advertising service developed by
Google, where advertisers pay to display brief
advertising copy, product listings, and video
content within the Google Ad Network to Web
users.
● Google Ads was first launched in 2000.
● Google Ads generate the main source of
revenue for Google.

92. Why Google Ads?
Your ads appear beside relevant content
People Click on your ads And connect to your business
● Reach new customers and grow your business.
● Advanced targeting options - Choose where your ad appears.
● Flexible Budget - Set a budget that is comfortable for you.
● No minimum spending requirement.
● Measurability - Track the impact of your ad campaigns.
● Pause or Stop an ad campaign at any time.

93. Google Network
Your boss wants to advertise online & asks you where Google Ads will show
up. What would you tell her?
Google Network:
● Google Search Network (GSN) - Google.com + Search Partner Websites
● Google Display Network (GDN) - > 2 million partner websites and mobile
apps.