Digital marketing basics and trends

Introduction to
Digital Marketing
Game-Changing
Techniques
Priyanka Sharma
Webisdom management services Pvt. Ltd.

Key Topics
• Session One- Introduction to Digital Marketing
• Session Two: Display Advertising
• Session Three: Search Engine Marketing
• Session Four: Search Engine Optimization
• Session Five: Social Media Marketing
• Session Six: Mobile Marketing
• Session Seven: Analytics
• Session Eight: Assignment

Session One: Introduction to
Digital Marketing
What’s Happening?
Who’s Thriving?

Introduction to Digital Marketing
• What is digital marketing?
• Search Engine Optimization
• Web Analytics
• Pay Per Click Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Marketing
• Digital Display Marketing
• Mobile Marketing
• On-line Video Marketing and On-line PR
Through the lens of:
• The Marketing Tools
• The Web
• The Mobile Space
• The Social Grid
• Advertising

What is Digital Marketing?
Digital marketing is marketing that makes use of electronic devices
such as computers, tablets, smartphones, cellphones, digital
billboards, and game consoles to engage with consumers and other
business partners. Internet Marketing is a major component of
digital marketing.

The 7 C’s of Digital Marketing

CONTENT

CONVERSATION
Even though the format still runs like
clockwork for advertisers, the future of
advertising is not more display
advertising, it is utilizing the mechanics
and dynamics of the online conversation
in order to create buzz, attention and
interest in arenas where we
are not interrupting
conversations, but
contagiously igniting them

R u doing the same for your iPhone customers?
R u sending out your
Corporate Sales Team to
win this customer
back?
R u replying to
this person with
the answer?
R u dealing with
this product
revenue threat?
The 7 C’s of Digital Marketing- Conversation

CONVENIENCE
ATTENTION IS…
a.becoming increasingly
expensive
b. becoming increasingly
difficult to hold
…SO THE TRICK IS TO DELIVER VALUE THROUGH
MARKETING BY MAKING PEOPLE’S LIVES EASIER

CUSTOMISATION
The ability to create tailored marketing messages or products for
individual customers or a group of similar customers, yet retain
the economies of scale and the capacity of mass marketing or
production.

COLLABORATION The 7 C’s of Digital Marketing

The 7 C’s of Digital Marketing- Collaboration
Dell IdeaStorm Video
Richard Binhammer is a digital marketer at Dell who is responsible for reading blogs and other Web 2.0
media and responding to comments about Dell. Dell IdeaStorm is monitored by Dell employees who
ensure that they find and follow up on good ideas. Similar examples are MyStarbucks, RadioShack
Invention Lab

CONTEXT
Products are just things and have
no intrinsic value. It is only when
they are introduced into a situation
(or context) of importance to the
customer that they become valuable.
It is the context surrounding the
product that is important, and it’s in
these situations that companies are
real experts at adding great value.

Online
Search &
Display Ads
Social Media
New media
& Widgets
Hub
Twitter,
Blackberry/mobile
compatible site
LinkedIn, Facebook,
Ning, You Tube,
Slideshare
Email
Marketing
The 7 C’s of Digital Marketing- Convergence

9 Steps to developing your own digital
marketing strategy
1. It all begins with the customer, listen!
2. But don’t forget about your objectives
3. Make sure you know what you’re already doing
4. Play to your strengths and manage your weaknesses
5. Find out what your competition is doing
6. Craft a strategy based on your strengths and capabilities
7. Implement at the speed of light
8. Measure everything in real time
9. Continuously review, adjust and improve the customer experience

Search Engine Optimization
Search engine optimization (SEO) is the
process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-paid ("organic") search
results.
The higher ranked on the search results
page and more frequently a site appears in
the search results list, the more visitors it
will receive from the search engine's users.
SEO may target different kinds of search,
including image search, local search, video
search, academic search, news search and
industry-specific vertical search engines.

Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimizing web usage.

Pay per click (PPC) Marketing
Pay Per Click - an Internet advertising model used to direct traffic to websites, where
advertisers pay the publisher (typically a website owner) when the ad is clicked.
• With search engines, advertisers typically bid on keyword phrases relevant to
their target market.
• PPC "display" advertisements, also known as "banner" ads, are shown on web
sites or search engine results with related content that have agreed to show ads.

Email marketing is directly marketing a commercial message to a group of
people using email.
It usually involves using email to send ads, request business, or solicit sales
or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either cold lists or current customer database.
Steps involved in Email Marketing are:
• Emailer design
• Emailer HTMLization
• Database collection
• Database filtering based on demographics
• Domain verification
• Emailer upload
• Text Emailer
• Database upload
• Bulk Emailers blast
Email Marketing

Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.
• Media buying
• Creating pages and accounts
• Program updates & news feeds
• Articles
• Blogs
• Press releases
• Feedback responses
• Weblink to enquiries and registrations
i) May I help you contact(s) page
Social Media Marketing

Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each visitor or customer brought about by the
affiliate's own marketing efforts.
The industry has four core players: the merchant ('retailer' or 'brand'), the network,
the publisher (also known as 'the affiliate'), and the customer.
Affiliate Marketing

Online Display advertising appears on web
pages in many forms, including web
banners, leader boards, skyscrapers, large
boxes, and other sized graphical ads.
Display ads use eye-catching visuals to
quickly grab catch the attention of website
visitors browsing the pages on which they
are featured.
Display ads are sold on non-search websites
and can be served either by individual
websites, or a publisher’s own ad servers.
Basis banner ads:
I. Cost per mili (CPM)
II. Cost per click (CPC) Samples of typical
banner ads
Digital Display Advertising (Banner Ads)

Mobile Marketing
Mobile marketing - marketing on or with a mobile device such as
a cell phone, enabling the distribution of any promotional/
advertising messages to customers.

Online PR
Online PR- involves activities
geared towards influencing
media and audiences that
exist solely on the Internet.
• Includes search engines,
blogs, news search,
forums, discussion threads,
social networks and other
online communication
tools.
• Focus area- Brand
reputation monitoring and
management.

Online Video Marketing
Online Video Marketing- Making
videos and posting them online is
fairly inexpensive.
• Videos were 50 times more likely to
receive an organic first page
ranking than traditional text pages.
• Online videos stay online forever.
• Money is spend to record a video
once but it could still be getting
views a year later.
• Social media sites and videos go
hand in hand and most sites
encourage video posting and
sharing.

Session Two- Display Advertising

Search Marketing
• Keyword/competitor research
• Keyword selection
• Ad copies selection
• Landing page creations
• Hosting the landing page
• Ad group creation and getting the
campaign live.
• Managing and optimizing the campaign.
• Replacement of certain keywords, ad copies and landing page
to optimize the campaign and achieve better results.

What are Paid Listings?
These are listings that search engines sell to advertisers, usually
through paid placement or paid inclusion programs. In contrast,
organic listings are not sold.
Paid inclusions
- Advertising programs where pages are guaranteed to be
included in a search engine's index in exchange for payment.
- No guaranteed ranking
- Payment made on a Cost Per Click (CPC) basis .
Paid placements
- Advertising programs where listings are guaranteed to
appear in organic listings.
- The higher the fee, the higher the ranking. E.g. sponsored links
and Google’s Adwords

Benefits Of SEM
Potential
clients are
connected
directly with
business.
It enables
potential
customers to
access online
business
whenever
they want.
It is the most
cost-effective
marketing
strategy.
Enhances
chances for
growing
businesses to
get ahead of
the
competition.

Why SEM?
Imagine you’re a customer shopping for handicrafts
but when you arrive at the neighborhood shopping
centre you are greeted by rows after rows of
faceless stores with no signage telling you what’s
available inside – it would be a long and frustrating
task to find what you’re after.
Not using search engine marketing means your
products and site are basically invisible online. No-
one is going to know you sell the best value and
quality handicrafts in the whole place unless you
guide them to your store with the right marketing.
It is like expecting your customers to be able to find
you without making it clear what you’re offering
them.

SEM (PPC)
Setting up the campaign
• Deep keyword
research for
thousands of
words
• Competitor
analysis
• Ad copy design
• Ad group creation
• Landing page
design
• Landing page
HTMLization
Campaign setup
• Uploading
keywords and
ad copies
• Uploading
landing page
• Tracking code
insertion on
landing page
• Bidding the
appropriate
price for the
keywords
Daily analysis of
campaign
• Bid price
• Click rate
• Impressions
• Conversions
• Bounce Rate
Campaign
optimization
• Checking appropriate
bidding
• Enhance keyword
selection by removing
non -performing
keywords and
selecting
performing/high traffic
keywords.
• Making appropriate
changes on the
landing page if
required.
• Make suitable changes
to ad- copies if
required.

Conclusions- SEM
SEM is one of the most professional
and popular ways to generate &
increase the customer visits to a
website.
SEM is a form of internet marketing that
seeks to promote websites by increasing
their visibility in Search Engine Result
Pages(SERPs).
Efficient team of professionals design
digital advertisements to enhance online
sales and business promotion of the
client’s products.

• Next to Email, Search is
the most popular online
activity.
• Google is the no.1 and
most popular search
engine and is getting
better day by day.

Why SEO Matters?
• SEO is important
because it improves
the odds of someone
finding your company.
• Online visibility can
help your credibility
and brand awareness.

SEO Scope
• Optimized page ranking within 4 months
• Atleast 20% increase in web traffic
• Qualitative improvement in brand presence
• Awareness Creation
• Brand Recall

On Page
Optimization: 1
month
•Meta Tags
Implementation
•Accessibility by web
crawler
•Page Title Assigning
•Code Optimization
•Content Optimization
•Remove duplication
of site content if any
•Image & Video
Optimization
•Improvement in
website navigation
Off Page Optimization:4
months
•Directory Submission
(alternate days)
•Link Building (daily)
•Social
Bookmarking(alternate
days)
•Classified Ads
Posting(alternate days)
•Blog Posting (weekly)
•Article Posting (weekly)
• Forum & Social Network
Posting (daily)
•Reviews & Search Engine
Analysis (1 Month)
Keyword
Research: 1
Month
•Large scale
keyword
discovery
•Search
volume and
competition
analysis
•Client
validation &
confirmation
•Final keyword
selection
SEO Methodology

Best SEO Strategies/Techniques
1. Domain name strategies
• Domain names are traffic magnets.
• Choose a domain name that will increase your search engine ranking.
How?
• Simple, short, no hyphens, no numbers.
• Use keywords, common words, advertising terms, product names.
• Choose a keyword that is important for your business.
2. Linking strategies
The more inbound links the higher the SE ranking
quality of inbound links is critical
How to increase links:
• Good content
• Good outbound links
• Target a list of sites from to request inbound links .
Links for the sake of links can damage search rankings

3. Keywords
• Important in optimizing rankings.
• Keywords are words that appear the most in a page.
• The spider chooses the appropriate keywords for each page, then sends
them back to its SE .
• Your web site will then be indexed based on your keywords .
• Can be key phrases or a single keyword.
Like: education centre, best language centre in Delhi, sales training centre
4. Title tags
• The first thing that a search engine displays on a search return.
• Must keywords in title to be ranked no. 1.
• Should have the exact keyword you use for the page.
• Every single web page must have its own title tag.

5. Meta description tags
• The next important
• Displayed below the title in search results.
• Use dynamic, promotional language.
• Use keywords
6. Alt tags
We include keywords in your alt tags

Search Marketing
• Keyword/competitor research
• Keyword selection
• Ad copies selection
• Landing page creations
• Hosting the landing page
• Ad group creation and getting the
campaign live.
• Managing and optimizing the campaign.
• Replacement of certain keywords, ad copies and landing page to optimize
the campaign and achieve better results.

PPC- Scope Of Work
Setting up the campaign
• Deep keyword
research for
thousands of
words
• Competitor
analysis
• Ad copy design
• Ad group creation
• Landing page
design
• Landing page
HTMLization
Campaign setup
• Uploading
keywords and
ad copies
• Uploading
landing page
• Tracking code
insertion on
landing page
• Bidding the
appropriate
price for the
keywords
Daily analysis of
campaign
• Bid price
• Click rate
• Impressions
• Conversions
• Bounce Rate
Campaign
optimization
• Checking appropriate
bidding
• Enhance keyword
selection by removing
non -performing
keywords and
selecting
performing/high traffic
keywords.
• Making appropriate
changes on the
landing page if
required.
• Make suitable changes
to ad- copies if
required.

The Social Grid
zero degrees of separation
= I’m the centre of my universe

• It is a new buzz in the world, across individuals and corporate.
• Measurable You can keep track of number of followers, fans, users and
members who are part of the group.
• Cost effective medium
• Get instant results
• More accessibility
• Brands and individuals can interact with their clients or customers
directly.
Why Social Media Marketing?

• Total users on Facebook 845 million.
• More than 50% of active users log in to Facebook in any given day.
• Facebook has 45 million users in India.
• Average user has 130 friends.
• More than 900 million objects that people interact with (pages,
groups, events and community pages).
• The average time spent 3 hrs per month
• More than 350 million active users currently access FB through their
mobile devices.
• Is on road to become the next Google, is transforming to a Social
Media based Search Engine.
Social Media Marketing- Facebook Rules

Status updates:
Update the status daily with
• The current news of industry trends/current affairs
• Views of professionals
• Management tips, sales tips
• Guidelines for facing interviews, group discussions
E.g.: Seven Tips for Management Success
How Air India Improved its market share
Which will help to get daily attention and increase the number of likes and
visitors.
Helpdesk:
Working as a helpdesk for the visitors by replying them immediately and
answering their queries.
E.g.: Thanks for reaching us, how can we help you today?
Social Media Marketing- Quick Tips

Poll Questions:
Ask questions on regular basis and also award them with the gifts.
E.g.: Make sure your you comment on today’s blog post to win two free tickets!
This will increase the number of participants and likes rapidly
Link Posting:
We will post variety of links on continuous basis related to
• Effect of training
• latest happenings in the Corporate sector
• management experts views
• biography of young achievers and so on
E.g.: The most amazing success story, how can you improve your English
speaking. /
http://www.businessblog360.com/2008/06/05/sameer-gehlaut-youngest-self-made-
billionaire-of-india

Discussions:
Relating to current topics based on -
• Employment
• Sales, is training required?
• Government job versus private job and so on
E.g.: For Selection, Group Discussion or Interview ? Please do comment.
This will help visitors to put their views and the page can be more interesting.
Contests:
Rewarding contests once a
month, to retain fans and
generate new fan base.
Contest organizing becomes a
subject of talk and sharing on
Facebook.

Photograph/Videos:
Uploading photographs, videos of events and certain Marketing
campaigns, winners of contests and tagging these photos, Interview of
CEO’s, sales tips videos. Tagging photos helps in creating a viral effect.
Videos posting like: Three stories by STEVE JOBS…may be
your life will be change after this..!!!!

Hotel Le Meridien is one of our Highly Satisfied Client
Express your identity/latest trends with features like change in cover
page dressing and content and timeline whenever your audience are
on web or mobile.

How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro

What’s Mobile Marketing?
Talk + Text + Web + Media + Apps
= Mobile Devices

Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimizing web usage.
•It is often done without the permission or knowledge of the
user, in which case — particularly with third party
cookies which can be shared between different web sites —
it can be a breach of privacy.
•It can be used as a tool for business and market research,
and to assess and improve the effectiveness of a web site.
• It can also help companies measure the results of
traditional print or broadcast advertising campaigns.
•It helps one to estimate how traffic to a website changes
after the launch of a new advertising campaign.
•It provides information about the number of visitors to a
website and the number of page views.
•It helps gauge traffic and popularity trends which is useful
for market research.

Web Analytics- Categories
There are two categories of web analytics-
Off-site web analytics refers to web measurement and analysis regardless of
whether you own or maintain a website. It includes the measurement of a
website's potential audience (opportunity), share of voice (visibility), and buzz
(comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's behavior once on your website. This
includes its drivers and conversions; for example, the degree to which
different landing pages are associated with online purchases.
This data is typically compared against key performance indicators for
performance, and used to improve a web site or marketing campaign's audience
response.
Google Analytics is the most widely-used on-site web analytics service; although
new tools are emerging that provide additional layers of information,
including heat maps and session replay.

Key Performance Indicators
Conversion Rates
• Measure of site's effectiveness in persuading visitors to take a
desired action.
• Here conversion means sale of products.
Cost/Conversion/ROI
• Cost of acquiring a customer by which company can measure
the success of marketing initiatives.
• ROI and Return on Ad-spend can be calculated.
Visitor Numbers & ‘Stickiness’
User’s demographic details such as their location, mindset,
demand, and frequency of visits are recorded along-with duration
of visit & pages visited.

Digital marketing basics and trends

Digital marketing basics and trends

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