Digital Marketing Fundamentals

1. Digital MarketingDigital Marketing
Friday, February 20, 2015 1
Atanu Ghosh
Founder and CEO
BlueBeaks

2. Its #WorldCup Time Every Second!
Friday, February 20, 2015 2

3. #WorldCup:
What does it mean to Marketers?
• Nike Ad in YouTube featuring Christian Ronaldo reached it 26 million followers in a matter of days resulting in
72 million views
• How many days it would have taken the ad to reach same number through traditional media?
• Nike’s competitor Adidas spent 20% of its ad budget in digital media in FIFA World Cup 2010. This year
Adidas is reported to be spending 50% online, more than that on television
• Tim Ramsden, Global Brand Director of Adidas, says FIFA World Cup 2014 will be “the most social
World Cup ever and probably the most social event in history”
• Facebook reported that the opening match generated 58 million comments and more than 140 million• Facebook reported that the opening match generated 58 million comments and more than 140 million
interactions!
• Facebook has created a dedicated hub for the event (https://www.facebook.com/worldcup)
• Facebook estimates that 500 million of its 1.28 billion users are soccer fans, including 110 million men
aged 13 – 34 in big markets, a demographics coveted by advertisers
• 37% of these soccer fans worldwide said that they interacted with a mobile ad daily
• FIFA World Cup ads have thus far attracted 6.9 million shares across social media
• Wall Street says “Twitter is the 33rd team in FIFA World Cup”
• Bloomberg reports that there has been more tweets in FIFA World Cup 2014 before the ball kicked off
than tweets for the entire tournament in 2010
Friday, February 20, 2015 3

4. Today’s Schedule
Time Topic Facilitator
9:30 am – 9:45 am Registration and Introduction
9:45 am – 10:45 am Introduction to Digital Marketing
• Definition
• Advantages of Digital Media over Traditional
• Industry Outlook
• Overview of Digital Marketing Tools and Techniques
• Digital Marketing Strategy Framework
Atanu Ghosh
10:45 am – 11:45 Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri
Friday, February 20, 2015
10:45 am – 11:45
am
Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri
11:45 am – 12 noon Tea Break
12 noon – 1 pm Digital Marketing Deep Dive
• Search Engine Optimisation (SEO)
• Search Engine Marketing (SEM)
• Online Display Advertisement
• Demand and Supply Side Platforms
• Retargeting
• Email Marketing
Atanu Ghosh
1 pm – 1:30 pm Lunch Break
4

5. Today’s Schedule
Time Topic Facilitator
1:30 pm – 2:30 pm Digital Marketing Deep Dive: Social Media Marketing
• How Social Media Marketing is Different
• Social Media Landscape Today, Selecting the Right
Social Media
• Digital Marketing using Facebook
• Real Life Case Studies
Atanu Ghosh
2:30 pm – 3 pm Digital Marketing Deep Dive: Mobile Marketing
• Importance and Relevance of Mobile Marketing
Atanu Ghosh
Friday, February 20, 2015
• Importance and Relevance of Mobile Marketing
• Mobile Marketing Strategy and Tools
3 pm – 4 pm Real Life Case Studies from Industry on Digital
Marketing
Mehul Brahma,
Aditya Parashar
4 pm – 4:15 pm Tea Break
4:15 pm – 5 pm Digital Marketing: The Right Marketing Tool for Start-
ups and Conventional Business
Chetan Dikshit
5 pm – 5:45 pm Outlining a Digital Marketing Strategy for your
Industry/ Organisation: Breakout Session
Atanu Ghosh
5:45 pm – 6 pm Wrap-up and Feedback Atanu Ghosh
5

6. Takeaway from this Workshop
• Understand the potential of “new age” digital
media as a marketing tool
• Get an overview of the various tools in digital
media
• Understand why a “digital marketing strategy” is
important for an organisation and frameworks
that can be used for drawing a digital marketing
Friday, February 20, 2015
that can be used for drawing a digital marketing
strategy for an organisation
• This Workshop is NOT, however, intended to
make you an “expert” in digital marketing
Some Ground Rules
• Engage, participate, enlighten, ask questions!
• In case you missed it, there is a “Silent” option in your mobile phone!
• We have planned for one lunch and two tea breaks. We think that would give us sufficient time to unwind!
• We have not organised for beds and pillows! Unfortunately we will not be able to provide you with a
comfortable sleeping experience!
6

7. Digital Marketing:Digital Marketing:
Marketing in Digital Age
Friday, February 20, 2015
Atanu Ghosh
Founder and CEO
BlueBeaks
7

8. Marketing in Digital Age
Friday, February 20, 2015 8

9. Marketing was ...
Outbound
Friday, February 20, 2015 9

10. Marketing was ...
Conspicuous
Friday, February 20, 2015 10

11. Marketing was ...
Unsolicited
Friday, February 20, 2015 11

12. Marketing was ...
Done by Salesmen
Friday, February 20, 2015 12

13. Marketing was ...
Intermediary Dominated
Friday, February 20, 2015 13

14. Marketing was ...
Difficult to Target
Friday, February 20, 2015 14

15. Marketing was ...
Limited in Reach
Friday, February 20, 2015 15

16. Marketing was ...
Expensive
Friday, February 20, 2015 16

17. Marketing was ...
Difficult to Measure
Friday, February 20, 2015 17

18. Marketing was ...
Like This When ...
“Facebook didn’t exist; Twitter was a sound; the Cloud was in“Facebook didn’t exist; Twitter was a sound; the Cloud was in
the sky; 4G was a parking space; LinkedIn was a prison;
Applications were what we sent to college; and Skype for
most people was a typo. All of that changed in last six years.”
Thomas Friedman
Friday, February 20, 2015 18

19. When “Digital” Disrupted It!...
Digital Marketing
Friday, February 20, 2015 19

20. What Is “Digital Marketing”?
Digital marketing is a marketing process which
leads to the development and growth of the
business of any organization or brand by using
a variety of digital channels such as websites,a variety of digital channels such as websites,
email, search engines, social networks, mobile
platforms, e-commerce, etc.
Friday, February 20, 2015 20

21. Digital Marketing =
Inbound Marketing?
Friday, February 20, 2015 21

22. Digital Marketing =
Inbound Marketing?
Friday, February 20, 2015 22

23. The “Digital Disruption” in Marketing
Outbound
Inbound Conspicuous
Subtle
Unsolicited
Be
“Found”
Done by
salesmen
Done by “All”:
Customers,
Community,
Patrons
Friday, February 20, 2015 23

24. The “Digital Disruption” in Marketing
Intermediary
Dominated
Dis-
intermediated Difficult to
Target
Targeted
Limited
Reach
Viral
Reach Expensive Frugal
Difficult to
Measure
Measurable
Friday, February 20, 2015 24

25. “Damn lies” that are true now! ...
Friday, February 20, 2015 25

26. “Damn lies” that are true now! ...
Friday, February 20, 2015 26

27. “Damn lies” that are true now! ...
Friday, February 20, 2015 27

28. “Damn lies” that are true now ...
Friday, February 20, 2015 28

29. Transformation of “IT”...
Computation
Machine
Consumer
Product
Friday, February 20, 2015
Business
Process
Automation
Tool
Medium of
Edutainment
29

30. Role of IT in Marketing...
Transformation
in Traditional
Marketing
Digital
Friday, February 20, 2015
Transformation
in IT
Digital
Marketing
30

31. “Chief Marketing Technologist”...
Friday, February 20, 2015
Gartner says 70% of the companies today have now a new role named as
“Chief Marketing Technologist”, a profession that did not exist even a few
years back
31

32. “We are still in the process of picking ourselves off the floor
after witnessing first hand the fact that a 16-year-old
YouTuber can deliver us 3 times the traffic in a couple of daysYouTuber can deliver us 3 times the traffic in a couple of days
that some excellent traditional media coverage has over 5
months”
Michael Fox
Founder, Shoes of Prey
Friday, February 20, 2015 32

33. Digital Marketing:Digital Marketing:
Digital Tools
Friday, February 20, 2015 33
Atanu Ghosh
Founder and CEO
BlueBeaks

34. Website
Friday, February 20, 2015
But ... why do I need a Website?
34

35. Why Do I Set Up a Website?
Its my “Online
Brochure”
“Find Me”
Build my Brand
Engage with
Friday, February 20, 2015
Engage with
Customers
Transact Business
35

36. Web 1.0 and 2.0
Web 1.0 Web 2.0
Published content ,
“read only”
User generated
Collective
Intelligence
Friday, February 20, 2015
User generated
content ,
“read –write”
36

37. Search Marketing
Friday, February 20, 2015 37

38. Online Display Advertising
Friday, February 20, 2015 38

39. Directory, Marketplace, Email, Surveys
Friday, February 20, 2015 39

40. Social Media
Friday, February 20, 2015
Social media refers to interaction among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks. Andreas Kaplan and
Michael Haenlein define social media as "a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content”. Furthermore, social media depend on mobile
and web-based technologies to create highly interactive platforms through which
individuals and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
organizations, communities, and individuals. (Wikipedia)
40

41. Digital Marketing Spectrum ...
Web
Search
Social
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
Mobile
Gamification
Friday, February 20, 2015
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Creative
+
Mobile
Web
41

42. Digital Beyond Marketing
Digital
Sales
Marketing
Reputation
Management
Crowd
Sourcing
Ideas
Crowd
Sourcing
Finance
Friday, February 20, 2015
Digital Feedback and
Complaints
Surveys
Recruitment
Professional
Networking
and
Recognition
Product
Development
42

43. Digital Marketing: Relevant even
if you are not a Marketer
Entrepreneurs wanting to create a market
Corporate CEO/ CFO/ CMO/ CIO wanting to explore digital potential
Small Business Owners looking to expand business
Friday, February 20, 2015
Corporate Recruiters looking to source the right candidates
Professionals looking to create an influence in the client community
Upcoming artists/ performing artistes looking to promote their work
Housewife/ Househusband looking to gainfully utilise spare time
43

44. Digital Marketing:Digital Marketing:
Online and Search Marketing
Friday, February 20, 2015 44
Atanu Ghosh
Founder and CEO
BlueBeaks

45. Online Advertisements
Friday, February 20, 2015 45

46. Traditional Advertising Model
Friday, February 20, 2015
Publisher AudienceAd AgencyAdvertiser
46

47. Traditional Advertising Model
Friday, February 20, 2015
1. Ad Agencies aggregate and
purchase ad inventory from
multiple publishers
2. Publishers interested to
place ads approach Ad
Agencies possessing Ad
Inventory
3. Ad Agency matches
request to publish ad with
the available ad inventory
4. Ad Agency plans the
campaign and publishes ad
Process Flow in Traditional Advertisement
47

48. Traditional Online Advertising Model
Friday, February 20, 2015
1. Ad Agencies aggregate and
purchase ad inventory from
multiple websites.
2. Publishers interested to
place ads approach Ad
Agencies possessing Ad
Inventory
3. Ad Agency matches request
to publish ad with the
available ad inventory
4. Ad Agency plans the
campaign and publishes ad on
websites
Process Flow in Traditional Online Advertisement
48

49. Search Marketing
Friday, February 20, 2015
Search Engine Optimisation (SEO)
Search Engine Marketing (SEM)
49

50. SEO Vs. SEM
SEM
Friday, February 20, 2015
SEO
SEM
50

51. Search Engine Optimisation
On Page SEO
Friday, February 20, 2015
Off Page SEO
51

52. On Page SEO
On Page
Meta Title
Permalink
Meta
Keyword in
Page
Loading
Time
Friday, February 20, 2015
On Page
SEO
Meta
Description
Keywords
Header
Tags
Alt
Attribute
Keyword in
Website
Content
52

53. On Page SEO
Priority 1
• Meta Title
• Permalink
Priority 2
• Meta Description
Friday, February 20, 2015
Priority 3
• Keywords
Priority 4
• Header Tags
53

54. Off Page SEO
Off
Back Links
from
Other
Websites
Social
Media
Presence
Popularity
Friday, February 20, 2015
Off
Page
SEO
ArticlesReputation
54

55. Off Page SEO: Back Links
Friday, February 20, 2015
www.mywebsite.com www.yourwebsite.com
55

56. Finding Your Website’s Rank
Friday, February 20, 2015 56

57. Caution on SEO!
Don’t “over SEO” with an intention
to “cheat” Google’s algorithm and
get a high rank in search.
Friday, February 20, 2015
Else, Google will soon hunt you
down with one of these!
57

58. Search Engine Marketing:
PPC, PPM, CTR
PPC = Pay Per Click
PPM = Pay Per Mille
Friday, February 20, 2015
PPM = Pay Per Mille
CTR = Click Through Rate
58

59. Search Engine Marketing:
Google Adwords
Campaign
• Campaign type
• Device
• Locations
• Language
• Bid Strategy
• Budget
Friday, February 20, 2015
Ad Group
1
Ad 1 Ad 2
Ad Group
2
Ad 3
• Keywords (Adwords)
• Description
• Image
• Links
59

60. Search Engine Marketing:
Defining Appropriate Adwords
Usage
Friday, February 20, 2015
Competition
Relevance
60

61. Real Time Bidding
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62. Real Time Bidding: Ad Networks
Friday, February 20, 2015 62

63. Demand and Supply Side
Platforms, Remarketing: Ad Exchanges
Friday, February 20, 2015 63

64. Search Engine Marketing:
Measuring Effectiveness
Friday, February 20, 2015 64

65. Online Advertising: From
Adman to Mathman
Friday, February 20, 2015
From Adman to
Mathman
65

66. Digital Marketing:Digital Marketing:
Email Marketing
Friday, February 20, 2015 66
Atanu Ghosh
Founder and CEO
BlueBeaks

67. Email Campaign Software
Friday, February 20, 2015 67

68. Email Campaign: Metrics
Friday, February 20, 2015 68

69. Email Campaign: “Can-Spam” Act
Friday, February 20, 2015 69

70. Digital Marketing:Digital Marketing:
Social Media Marketing
Friday, February 20, 2015 70
Atanu Ghosh
Founder and CEO
BlueBeaks

71. Social Media
Friday, February 20, 2015
Social media refers to interaction among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks. Andreas Kaplan and
Michael Haenlein define social media as "a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content”. Furthermore, social media depend on mobile
and web-based technologies to create highly interactive platforms through which
individuals and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
organizations, communities, and individuals. (Wikipedia)
71

72. Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015
Thomas Friedman could have added “… and when Viral was a fever …”
72

73. Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015 73

74. Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015 74

75. Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015 75

76. Social Media Space Today
Friday, February 20, 2015 76

77. Social Media Space Today
Friday, February 20, 2015 77

78. Choice of Social Media
You are an upcoming photographer in India and
want to promote your work in India through social
media channels. Being an upcoming
photographer, you have limited budget.
Which of the following social media channels would
Friday, February 20, 2015
Which of the following social media channels would
be most effective for you?
Twitter
Facebook
Pinterest
LinkedIn
78

79. Choice of Social Media
You are social activist and want to broadcast your
view about a popular but controversial social issue.
Which of the following social media channels would
be most effective for you?
Friday, February 20, 2015
Twitter
Facebook
Google+
LinkedIn
79

80. Choice of Social Media
You are CEO of a large FMCG company. You want to
engage with your customers in an interactive session
to get a direct feedback from your customers about
a newly launched product.
Which of the following social media channels would
Friday, February 20, 2015
Which of the following social media channels would
be most effective for you?
YouTube
Facebook
Google+
LinkedIn
80

81. Promoting through Social
Media @ “Zero” Cost!
Blog
Posts
Friday, February 20, 2015
Content Pages
Groups
Photo/
Video
81

82. Paid Promotion through Social Media
Friday, February 20, 2015
Stamp AdsSponsored News Feed
82

83. Paid Promotion through Social Media
Promoted Tweet
Friday, February 20, 2015
Promoted Account
83

84. Paid Promotion through Social Media
Friday, February 20, 2015
Promoted
84

85. Social Media Promotion:
More Disintermediation
Targeting by
Advertiser
Targeting by Social
Media Platform
DSP
SSP
Disintermediation
Friday, February 20, 2015
Viral Targeting
Audience
SSP
85

86. Social Media Promotion vs. Online
Advertising: “Open Graph API”
Social
Website
Friday, February 20, 2015
Social
Media
Other
Social
Media
Custom
Apps and
Third Party
Apps
Aggregator
86

87. Remarketing in Social Media
Friday, February 20, 2015
Till Social Media Platforms introduce
their own Retargeting Tools
87

88. Digital Marketing:Digital Marketing:
Mobile Marketing
Friday, February 20, 2015 88
Atanu Ghosh
Founder and CEO
BlueBeaks

89. Why Mobile?
Friday, February 20, 2015
Mobile = More
89

90. Why Mobile?
Friday, February 20, 2015
Mobile = Reach Anywhere
90

91. Why Mobile?
Friday, February 20, 2015
Mobile = Reach On the Go
91

92. Why Mobile?
Friday, February 20, 2015
Mobile = Future
92

93. Why Mobile?
Friday, February 20, 2015
Mobile = India
93

94. Mobile Devices
Nokia
36%
Apple
ZTE
5%
RIM
4%
HTC
4%
Motorola
4%
Huawei
4%
Sony
3%
Market Share
Friday, February 20, 2015
Samsung
27%
LG
7%
Apple
6%
94

95. Mobile Marketing Tools
Friday, February 20, 2015
SMS: The Earliest Form of Mobile Marketing
95

96. Mobile Marketing Tools
Friday, February 20, 2015
Mobile Website
96

97. Mobile Marketing Tools
Friday, February 20, 2015
Mobile App (lication)
97

98. Mobile Marketing Tools
Friday, February 20, 2015
QR Code
98

99. Mobile Marketing Tools
Friday, February 20, 2015
Geo-location
99

100. Mobile Marketing Tools
Friday, February 20, 2015
Bluecasting (Near Field Communication)
100

101. Mobile Marketing Tools
Friday, February 20, 2015
Gamification
101

102. Mobile Marketing Tools
Friday, February 20, 2015
Mobile Commerce
102

103. Digital Marketing:Digital Marketing:
Developing a Digital Marketing Strategy
Friday, February 20, 2015 103
Atanu Ghosh
Founder and CEO
BlueBeaks

104. Digital Marketing Spectrum ...
Web
Search
Social
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
Gamification
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Friday, February 20, 2015 104

105. Aligning business to digital marketing strategy
What business am I in?
B2B, B2C, C2C, G2C?
FMCG, Industrial
Product, Services?
What is the maturity of the
market I am serving?
Nascent, Growing, Mature, D
eclining?
What is the maturity of the
product/ service I am
providing?
New Product/ Idea, Mature
Product/ Service?
How big or known is your
brand or company?
Start-up?
Big and Known?
Friday, February 20, 2015 105

106. Aligning business to digital marketing strategy
What is your marketing
objective?
Cataloging your services, build
presence and brand, reputation
management, drive sales, Corporate
Social Responsibility?
Who are my target
customers?
Teens, Old
couples, Corporate?
Local, Global?
What is the marketing culture
of your organisation?
Conservative, Exploratory, Dig
itally Savvy?
What is your marketing
budget?
$, Rs.
Social Responsibility?
Friday, February 20, 2015 106

107. My Digital Marketing Objective
Its my “Online
Brochure”
“Find Me”
Build my Brand
Engage with
Friday, February 20, 2015
Engage with
Customers
Transact Business
107

108. Building a Digital Marketing Strategy
Web
Search
Social
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Email
Marketing
Online
surveys
Analytics
Big Data
Phase I Phase II
Friday, February 20, 2015 108

109. Treading the path: Gartner’s Transit Map
Friday, February 20, 2015 109

110. Social Media Conversation Prism
Friday, February 20, 2015 110

111. Break Out Session: Digital Marketing
Strategy for Your Organisation
Friday, February 20, 2015
Let us make a high level digital marketing
strategy for our organisation!
111