Introduction of Digital Marketing Key Performance of DM Use of DM

1. Contents
Introduction to DM
History of DM
DM Platforms
DM Jargon
Media Buying options
�Objectives and KPI (Key Performance Indicators)
Performance Marketing
Core Traits of Performance Marketing
Main consideration of Performance Marketing
Digital Marketing

2. Introduction to DM
In layman’s words Digital marketing is the use of the Internet, mobile
devices, social media, search engines, and other channels to reach
consumers.
The term Digital Marketing was first used in the 1990s. The digital age
took off with the coming of the internet and the development of the Web
1.0 platform. The Web 1.0 platform allowed users to find the information
they wanted but did not allow them to share this information over the
web.
Digital marketing is a broad term that refers to various and different
promotional techniques deployed to reach customers via digital
technologies.
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3. ✅ 1st clickable banner Ad went live 1993
✅ Yahoo founded - 1994
✅ Cookie Technology Appeared
✅ Search Engine Optimisation “Officially Began” - 1997
✅ Sales force Launched as subscription module -1999
✅ Google launched Adwords - 2000
✅ Universal launched 1st gen Mobile marketing campaign - 2001
✅ Google launched Google analytics & Youtube - 2005
✅ Split - testing in marketing began - 2006
✅ Google started through search history for Ads - 2010
✅ “Panda” updated google’s ranking algorithm - 2011
✅ SIBLY, parallel machine learning platform used by Google - 2014
✅ Shoppable Instagram Introduced - 2017
History of DM
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4. Digital Marketing
Promotion of Product and Services using Electronic means,
is also known as Internet marketing, but their actual processes differ, as
digital marketing is considered more targeted, measurable and interactive.
There are 3 types of digital media:
✅ Owned Media: Any online asset that you control like your website or
social media channels.
✅ Paid Media: Promoting your online content to improve traffic to your
owned media assets.
✅ Earned Media: Customers recommending you by word of mouth or
through social media.
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5. DM Platforms
✅ Social media :Youtube, FB, etc
✅ PPC per click : Pay Per Click
✅ Google ADS : Search - Display - Shopping
✅ Microsoft Ads : *Bing *Yahoo *AOL
✅ Amazon : Search - Display - Sponsored Products
✅ ADROLL : SaaS - Retargeting -Display,Diff from other platforms
✅ Digital Billboards : Static - Animated - Rich Media
✅ Over the top Media Service : Digital Media Players
✅ Organic Marketing : SEO - Google my Business(Knowledge Panel) - Direct
Traffic - Customer Reviews
✅ Communication : Email - Podcasts - Affiliates - Chatbots
- Instant msg/ SMS
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6. DM Jargon
Terminology must known and used in DM
✅ Impression
✅ Reach
✅ Frequency
✅ Device
✅ Conversion
✅ Remarketing
✅ Metrics
✅ Segmentation
✅ Life-time value (LTV)
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7. Media Buying options
✅ CPC - Cost Per Click
✅ CPM - Cost Per 1000 Impressions
✅ CPV - Cost Per View
✅ CPA - Cost per acquisition
✅ CPL - Cost per lead
✅ CPE - Cost Per Engagement
Bigger Concepts
✅ SEO - Search Engine Optimisation
✅ SEM - Search Engine Marketing (PPC or any ad marketing)
✅ SMM - Social Media Marketing
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8. Objectives and KPI (Key Performance Indicators)
Branding Awareness Sales Retention
Indicators
Impressions,
Reach, Traffic,
Engagement,
Organic Results
Impressions,
Frequence,
Reach, Ad
Recall,
Engagement.
ROI, ROAS,
Conversion
Rate, Keywords,
Bounce Rate
Lifetime Value,
Conversion Rate,
Frequency,
Engagement,
Segments
Objectives
A new business
scaling existence
Getting your
Prod or
Promotion seen
by eyes
The “End Goal”
for most
businesses -
Sales and Profit
Keeping your
most Loyal and
Valuable
customers
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9. What is Performance Marketing?
An Umbrella term that refers to advertising on diff channels and paying only
when an action is completed, it is a marketing strategy where marketers pay
their affiliates only when a customer takes a specific, measurable action that
is pre-agreed upon.
Key Functions of Performance Marketing
✅ Click
✅ Leads
✅ Sales
✅ Revenue
✅ Profit
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10. Types of Performance Marketing
✅ Social Media Advertising
✅ Native Advertising
✅ Sponsored Content
✅ Performance Partnerships
Performance marketing is a win-win for both marketers and affiliates,
provided your objectives and metrics are clearly defined. This strategy will
help in measure and track ROI and is an opportunity to tweak campaigns
according to its performance.
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11. Core Traits of Performance marketing
Analysis Optimisation Communication Efficiency
Analytical tools,
reports and 3rd
parties
✓ Target
Audience
✓ Website
✓ Marketing
Performance
Techniques
Varied
✓ Data
✓ Insights
Effective Across
all Mediums
✓ Social
Engagement
✓ Email
✓ Retention
Logic and Adaptation
✓ No wasted spend
✓ Solutions
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12. Main consideration of PM
✅ Tracking
✅ Budget
✅ Channel selection
✅ Landing pages
✅ Competition
✅ Volume
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13. Thank You
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