Digital marketing & campaign management by Sowmak Bardhan
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This documents is to demonstrate my basic understanding and knowledge on Digital Marketing and Campaign Management. However an new learned can refer to this document to understand the preliminary knowledge on Digital marketing and Campaign Management. Most of the contents in this document are written from my practical knowledge gain by working on these domain and few has been adapted and taken from various sources whose reference has been given to the next page. Regard, Sowmak Bardhan
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Digital marketing & campaign management by Sowmak Bardhan
- 1. Digital Marketing & Campaign Management DOCUMENTED BY SOWMAK BARDHAN.
- 3. Basic Introduction to Digital Marketing Electronic devices and internet has been an integral part of our life. We use these tool to view various contents in the websites, search engines and social medias in order to gain knowledge of our surroundings, stay updated with latest news and get connected with friends and acquaintances. Digital Marketing is such type of marketing which leverages the power of electronic devices, computers and internet and projects the subject directly to the internet users through the electronic devices and computers. Digital Marketing is also called as Online Marketing, Internet Marketing or web marketing.
- 4. What is not a “Digital Marketing”? To clearly define what digital marketing is, it’s sometimes easier to start with what it’s not. For instance, it does not include more traditional forms of marketing such as radio, TV, billboard and print as they do not offer instant feedback and report.
- 5. Importance of Digital Marketing The use of digital marketing in the digital era not only allows for brands to market their products and services but also offers online customer support through 24x7 services to make the customer feel supported and valued. The use of social media in digital marketing interaction allows brands to receive both positive and negative feedback from their customers as well as determine what media platforms work well for them. Digital marketing provides increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs, and websites about their experience with a product or brand.
- 6. Infograhics showing Facets of Digital Marketing
- 7. Types of Digital Marketing Popular Digital Marketing: Search Engine Optimization Search Engine Marketing Social Media Marketing Other type of Digital Marketing: Email Marketing Viral Marketing Mobile Phone Advertising
- 8. Search Engine Optimization SEO refers to the process of growing your online visibility in non-paid (organic) search engine results. SERPs or search engine results pages appear to users after they search for a given set of keywords using a search engine like Google or Bing. Each user receives an individualized results page based on keywords, the user’s location at the time of searching, and their browsing history. Organic search results appear in a list and are ranked using the search engine’s algorithm. As users change the way they search and engage with online content, these algorithms change. The higher you rank on a SERP, the more traffic is directed to your site and the more chances of making a passive visitor an active customer. For Example, if an user type a phrase as ‘Best Hotel in Bangalore’, google shows us the most relevant and high ranked pages to the users where a direct marketing of the project happens and user visits the page to view the products to gather the information they are looking for. As you can see Google is suggesting (showing) The Pride Hotel Bangalore’s website as the most relevant page to the searched keywords since the Hotel’s website has the highest page rank in this context.
- 9. Search Engine Marketing SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines. With SEM an advertiser can purchase advertisement space that appears on a user’s SERP. The most common paid search platform is Google AdWords. Next, is Bing Ads For Example – When an user searches “Android Phone”, Google shows up the list of Android Phones hosted in Amazon.com for sell.
- 10. Social Media Marketing Social media marketing is the use of social media platforms and personal/business websites to promote a product or service. Social media marketing gives advertiser an increased exposure to audience. It allows to connect with the consumers in a more intimate way. From this interaction, an advertiser can gain valuable customer feedback that allows to improve the customer service, product, or service. Using social media marketing advertiser will gain more reach when you post quality content. Everything you do to increase traffic or business on the social media channels is social media marketing. Whether on Facebook, Twitter, Snapchat, or LinkedIn these efforts all amount to social media marketing. Most everyone benefits from social media marketing, but B2C companies stand to gain the most. Pay attention to what your target audience talks about on social media. Engage in the conversation. Use social media marketing as a way to gauge what content you put out does well by monitoring shares and likes. Shares equate to free advertising for you.
- 11. Social Media Marketing (Contd.) Categories of Important Social Media Platforms: Social Publishing: Blogs, YouTube. Social Networking: LinkedIn, Twitter, Facebook. Photo Based Social Networking: Instagram, Pinterst, SnapChat.
- 12. Social Media Marketing (Contd.) Few Important Social Media Analytics Tools: Sprout Social: With Sprout’s social media analytics, user can measure performance across Facebook, Twitter, Instagram and LinkedIn, all within a single platform. Having all of the analytics in one place makes it easier to track and compare the efforts across multiple profiles and platforms. Link: https://sproutsocial.com/ Google Analytics: While it’s not technically a “social media analytics tool,” however Google Analytics is one of the best ways to track social media campaigns and even help to measure social ROI. Link: https://www.google.com/analytics/ There are other tools available in the market for Social Media Analytics like Bitly (https://bitly.com/ ), Tailwind (https://www.tailwindapp.com/), etc.
- 13. Approaches of Social Media Marketing: Branded Channel: Corporate Communications, Regular Engagement and Business Identity on Social Media Platforms like Facebook Page, LinkedIn Page, Glassdoor, etc. Closed Communities: Creating communities in likeminded customer or groups who shares the same passion for the category. For Example – Facebook Groups. Influential Outreach: Associated with Social Media Personalities and celebrities and asking them to promote the business. For Example: Tie up between Adidas and India Cricket Captain Virat Kholi and publishing contents in Virat Kholi’s Instagram Page. Co-Creation: Using of One Social Media Presence to help reach other brands. Social Selling: When sales people use social media to find and engage with new prospects. For Example: Quicker, Olx, Facebook’s Market Place Customer Service: A well provided multi-channel support through Social Media can leverage opportunities to positively impact sales and customer loyalty. Customer Services through Social Media has been widely adopted by giants like Uber, Ola, OnePlue to engage with customers in real time when they face any issue and proactively solve their problem through direct interaction with customers directly via messages/texts/calls.
- 15. Other types of Digital Marketing: Email Marketing: Email marketing allows to update the email subscribers on a regular basis about the company. This fosters a relationship unlike any of the other types of digital marketing. Your email updates provide value to the consumer. As a result, advertiser can build brand trust and brand loyalty. The best email marketing campaigns involve a list of subscribers earned by the content and company, not paid for by the company. People who opt-in to email subscription prove more likely to become active buyers. Viral Marketing: Viral marketing refers to a post of some sort that is trendy, funny, or strange enough to garner a massive amount of shares online in social media and internet. Viral marketing causes an enormous spike in website traffic over a short period of time. B2C companies stand to gain the most from viral marketing. B2C companies can use social media to reach an enormous audience across all of their active platforms. Mobile Phone Advertising Each of the types of digital advertising can happen on a mobile device. Some types of marketing using a mobile phone do not fit the above types of digital marketing. These include SMS advertising which could prove an asset to local marketing efforts. Advertiser can prompt their consumers to use SMS to receive special offers, coupons, and updates from the company. For Example: Myntra, Flipkart, Pantaloons, etc. sending SMS to consumers about their Sale Offers, Promotions and launch of new products.
- 17. Basic Introduction to Campaign Management Campaign management implements public relations, product development, and sales to create, execute, monitor, and measure marketing programs directed at specifically target audiences. The potential demand for products and services is estimated and the most cost effective and efficient means of reaching consumers is determined. Campaign management also involves developing a pricing as well as a sales strategy to maximize profits.
- 18. Goals of Campaign Management Campaign Management usually have one of the following primary goals: • Lead generation campaigns include direct mail, email blasts, web seminars, conferences, and trade shows. These types of campaigns directly generate new prospects. • Brand building campaigns include print advertisements, billboards, and radio advertisements.
- 19. Target Audience Generation in Campaign Management In general, there are two main groups to whom you can market: • Existing customers of the Product • Prospects, including: – 1. Existing leads*. 2. New leads*. New leads can include anything from names on business cards that you acquired at a conference or a list of names that your organization has purchased or rented. *Leads - Consumer interest or enquiry into products or services of a business
- 20. What specific types of campaigns do an advertiser can run? Digital Advertising Direct Mail Email Telemarketing Banner Ads Seminar/Conference Public Relations, Partners Referral Program
- 21. What channels do customers and prospects use to respond to a campaign management? Some common response channels include: Web form Phone Personal email Registration/attendance for a conference trade show Web seminar
- 22. Understanding Campaign Management Strategies by Google Adwords The right approach to under Campaign Management are by following these steps - 1. Chose right Campaign Settings based on the business Goal. 2. Create Relevant and effective ads and promotions for campaigning. 3. Confirming that the ads are showing in right platform reaching to target audience and prospective leads 4. Measuring the performance of the ads/campaigning.
- 23. Understanding Campaign Management Strategies by Google Adwords in detailed steps (with Illustration): The very first step to learn Campaign Management is to set the goal or business objectives of the Campaign.
- 24. Understanding Campaign Management Strategies by Google Adwords in detailed steps (with Illustration): The second step is to determine the user or consumer base to attract existing consumers as well as generating leads/prospective consumers/customer/users.
- 25. Understanding Campaign Management Strategies by Google Adwords in detailed steps (with Illustration): The third step is to place your product or services in the right manner setting up in the correct business category so as to attract the relevant customers and generate proper leads.
- 26. Understanding Campaign Management Strategies by Google Adwords as an Illustration The forth step is to design and preview the campaign/ad to reach to the relevant audience by engaging social media platforms.
- 27. Understanding Campaign Management Strategies by Google Adwords in detailed steps (with Illustration): The fifth step is to provide the contact details of your business so that consumers/ leads can approach you to discuss on your product or services and may show interest in buying them or availing your service.
- 28. Understanding Campaign Management Strategies by Google Adwords in detailed steps (with Illustration): The sixth step is to setting up your budget for your campaign expenditure. Once the amount is paid, the campaigning of the product and services starts right from here.
- 29. Understanding Success/Failure in Campaign Management by Google Adwords AdWords enables campaigner to track the success of their ads/campaign. The business can thus calculate the return on investment of ads against business goals through some key metrics: Clickthrough Rate: The clickthrough rate is the key metric to look at when measuring ad/Campaign performance because it helps determine the Quality Score of ad/campaign and tells if your ad/Campaign are appealing to the people who are seeing them. This metric measures a percentage of how often people click on ad/Campaign after seeing it. Quality Score: Google assigns a Quality Score to each of the keywords and uses it to determine the ad/Campaign rankings and how much has been paid per click -- relevant advertising gets a higher position on the search page and costs less. The score reflects how relevant ad/Campaign, keywords and landing page are to people viewing it.
- 30. Understanding Success/Failure in Campaign Management by Google Adwords Conversion Rate: The conversion rate tells how often someone's click on ad/Campaign resulted in a conversion – that is, that person going on to complete a desired action on the landing page. Such rates are important because ideally advertiser want the traffic to get to lead to a meaningful transaction. Keywords: These are critical since they are the words or phrases that describe your product or service that you use to help determine when and where your ad can appear Google Analytics and Conversion Tracking: It is a free Web analytics solution that enables advertiser to dissect data about visitors to the ad site – how they found the site, what pages they're viewing and how long they're staying. This data, which advertisers can see from inside the AdWords account, can inform advertiser about which ads, keywords and campaigns bring the business most.
- 31. Conclusion This documents is to demonstrate my basic understanding and knowledge on Digital Marketing and Campaign Management. However an new learned can refer to this document to understand the preliminary knowledge on Digital marketing and Campaign Management. Most of the contents in this document are written from my practical knowledge gain by working on these domain and few has been adapted and taken from various sources whose reference has been given to the next page. Regard, Sowmak Bardhan
- 33. Thank you!