This Presentation Consist and Covers all the topics Which Satisfies Syllabus of Subject Digital Marketing's Unit-3 Given in AKTU University - As Updated in 2017 Send Your Feedback on mukulguptahr@gmail.com

1. By,
Mukul Gupta
(Management Faculty & Corporate Trainer)
Acquiring & Engaging Users Digitally – Unit 3

2. Acquiring & Engaging Users
Digitally
• Every Online Marketing Strategy
has got few most important factors
to focus on –
• Company’s Objective
• Company’s Targeting
• Company’s Content
• Company’s Field of Working
• Company’s Strategy of Acquiring
• Company’s Strategy of Engaging
Users Online

3. Acquiring & Engaging Users
Digitally
• It all becomes the task and responsibility
of a successful digital marketer, how he
play with the words and how effective he
can present something.
• Ultimately he at the end have to satisfy
the 2 Most important goals.
• Acquiring (Picking Up a Customer)
• Engaging (Building Relation with
Customer)
A Successful Strategy equalize the level of
both the aspects.

4. Branding in Digital Age
• Branding is the process that create a
unique image of a product in the mind of
the customer.
• A Brand logo is that symbol that leaves a
mental pictures in the mind of customer about
the product.
• Marketing is What you Do, and Branding Who
you Are.

5. Benefits Branding in Digital Age
• It increases competitive advantage.
• Online Users are more autonomous, so
becomes and automatic indirect promoter of
brand.
• Brands have less control over information
reported about them.
• Online Customer Relationship hardly impact or
ends a Sale.
• Paid and Owned media win advantage.

6. Relation b/w Content & Branding
• A Positive Relation
• The better your content is, Better your
branding will be.
• Content Decides how your customer will
perceive your product.
• “Best a Man Can Get”
• “Khushiyo ki Home Delivery”
• “Aaj Kuch Tufani Karte Hai”
• “Think Different”

7. Branding’s Impact on Sale
• Impact of Branding on Sale is just like Impact
of suggestion given by your loving one on your
buying decision.
• Amul The Taste of India
• Amul Butter, Asli Butter
• Aaj Pehli Tareekh Hai.
• Celebration Pack – Rishto ki Mithaas
• Kuch Meetha Ho Jaye.
• Doctor’s Recommended
• Doctor ki Suno

8. Branding’s Impact on Sale

9. Search Engine Marketing (SEM)
• Search Engine Marketing in its simplest term
can be defined as “An Inorganic Tool of
Internet Marketing that promotes your product
on Search Engine and increases its visibility on
first page of Search Results (Either Top, Bottom
or Side of the Page) with the help of Paid Tools.
• For Ex: - Say to Advertise on Google We use
Google Adwords

10. Search Engine Marketing (SEM)

11. Search Engine Marketing (SEM)

12. Search Engine Marketing (SEM)
Cycle

13. SEM Terminology
• PPC – Pay Per Click
• CPC – Cost Per Click
• Creative – Heading & Description of Search Ad
• SERP – Search Engine Results Page
• CTR% - Click Through Rate in %
• Impressions – The Number of times your ad is shown
• Google Content Network – Display Banner ads outside
of Google
• Rank/Position – The position you ad is shown when a
keyword is searched (1 through 8 for page 1)
• Quality Score – A ranking Google gives you ad based on
its CTR, relevance to the keyword & the landing page’s
relevance & other Factors.

14. Bidding Strategies & Targeting
• Maximum CPC
• Broad Match
• Phrase Match
• Exact Match
• Top of the First Page
• Bottom of the First Page
• Location Targeting
• Device Targeting
• Retargeting

15. Why SEM?
• Competitive Move
• Good Targeting/ Specificity
• Conversion Reports with Google
Analytics
• Low Wastage
• Ubiquity
• Strong Acquisition Driver
• Branding

16. Search Engine Marketing Ads
• Refer the another Presentation available
• Ads & their Platform

17. Search Engine Optimization (SEO)
• It is the process of getting traffic
from free, organic, natural or
editorial search results on search
engines.
• It’s a digital marketing method that
works to optimize a website to
perform well in search engine
results and get high rank with good
traffic.

18. Importance of (SEO)
• 80% of Consumers find your website by
first writing a query into a search box on
search engine.
• 90% Choose a site listed on first page.
• 85% of all traffic on the internet is
referred to by search engines.
• The top 3 Organic positions receive 59%
of User clicks.
• Cost Effective Advertising
• Clear and Measurable ROI

19. How SEO Works?
• There are total more than 200 ranking factors
or guidelines designed by search engines like
Google which a website should follow in order
to get good rank on first position on first page
of search engine.
• Every Website developer try’s their best to
achieve maximum of the ranking factor
possible but its very hard to achieve all the
factors.
• These ranking factors starts from small to very
large tasks that needed to be performed to grow
a website both on-page and off-page.

20. SEO Strategies
• On-Page SEO
• Off-Page SEO
• On-Page SEO also known as On-site SEO is the act of
optimizing different parts of your website that affect your
search engine rankings.
• Title Tags
• Heading Tags
• URL Structure
• ALT Text for images
• Fast loading pages
• Page Content
• Internal Linking
• Mobile Friendly Page

21. SEO Strategies
• On-Page SEO
• Off-Page SEO
• Off-Page SEO refers to activities you can
perform outside the boundaries of your website.
• Link Building
• Social Bookmarking
• Social Media Marketing
• Promotion on other site with wide traffic and
reputation

22. Merits & Demerits of SEO
• Increased Traffic
• ROI
• Cost Effectiveness
• Brand Awareness
• Increased Site Usability
• Rapidly changing ranking policies
• Time consuming

23. Online Campaign Management
• A Campaign can be defined as an
advertisement or promotional strategy that
company implements over the internet network
for acquiring & engaging ultimate customer.
• Campaign Mgmt. is a series of marketing
tactics and programs that are all designed to
achieve a business goal. (Increase revenue,
leads, customer adoption, etc.)

24. Online Campaign Management
Process

25. Online Campaign Management
Process (Cont..)
• Campaign Preparation – Goal of a Campaign
• Increase Sales Revenue
• Acquire New Customers
• Increase Customer Retention
• Enhance Up-Sell/Cross-Sell Opportunities
• Campaign Preparation – How to target
Campaign
• Existing Customers
• Existing Leads
• New Leads – Adding 3rd party lists in Salesforce
• Common Criteria (Geography/Title/Interest)

26. Online Campaign Management
Process (Cont..)
• Campaign Preparation – Determine Campaign
Programs
• Search Engine – Google Ad Words
• Phone/Telemarketing
• PR/Events
• Website
• Lead Capture/Lead Quality
• Campaign Preparation – Define Campaign
Responses
• Invited
• Registered
• Registered – Sold
• Registered - Left

27. Online Campaign Management
Process (Cont..)
• Campaign Execution – Include Key field
• Campaign Execution – Category for Campaign
Measurement
• Products and Services
• Advertisements and Media
• Agencies creating Materials
• Offers made in Campaigns

28. Online Campaign Management
Process (Cont..)
• Campaign Execution – Build Campaign
• Campaign Execution – Campaign Statistics

29. Online Campaign Management
Process (Cont..)
• Campaign Tracking – Campaign Responses

30. Marketing Analytics
• Marketing Analytics in Online world can
simply be defined as tracking and recording of
company’s all activities in promoting its
product online to either acquire or retain
customer.
• There are many tools available to track &
record company’s online activities associating
all different promotional moves.
• Email Campaigns Analytics
• Video Marketing Analytics
• Search Engine Ads Analytics
• Social Media Ads Analytics

31. Marketing Analytics
• Marketing Analytics in Online world can
simply be defined as tracking and recording of
company’s all activities in promoting its
product online to either acquire or retain
customer.
• There are many tools available to track &
record company’s online activities associating
all different promotional moves.
• Email Campaigns Analytics
• Video Marketing Analytics
• Search Engine Ads Analytics
• Social Media Ads Analytics

32. Targeting & Positioning
• Targeting plays a vital role in every marketing
strategy.
• A Right Targeting Increases revenue positively,
whereas a wrong Targeting increases
advertisements cost only.
• Traditional Marketing means had a very low
specificity in terms of targeting the ultimate
customer which has become more specific and
broaden on online platforms in Digital
Marketing.

33. Targeting & Positioning
• Here Targeting Can be Done through-
• Location Based
• Age Based
• Gender Based
• Interest Based
• Category Based
• Behavior Based
• Event Based
• Trend Based

34. Targeting & Positioning
• Here Positioning Can be Done through-
Content publishing with
• Search Ads
• Display Ads
• Search + Display Ads
• YouTube Display Video Ads
• YouTube In-Stream Video Ads
• Social Media Site Ads
• Remarketing Ads
• Viral Marketing
• Email Marketing
• Others

35. Mobile Marketing
• Mobile Marketing can be defined as promotion
of company’s product or its identity over the
mobile devices.
• It has several means. –
• Mobile Web Sites
• Short Message Service
• Multimedia Message Service
• Mobile Display Ads
• Mobile Paid Search
• Location Based Marketing
• Apps
• 2D Codes
• Mobile Email
• Tablet Computing

36. Mobile Marketing
• Digital Marketing Emphasize on
creating mobile friendly website, as 80%
of total population uses mobile phones
and does all their internet activities on
same.
• Company using bulk-SMS Software
sends 1000s of Text messages each day
to generate sale leads.
• Company try to viral their content
sending them over the mobile network in
terms of multimedia content.

37. Mobile Marketing
• Companies shows Mobile Display Ads
targeting their location
• Company in digital scenario create their
own app for better interaction and
relationship building with their
customers.
• Company for attracting their customers
for their offers, also creates QR Codes,
or Bar Codes also.

38. Advantages of Mobile Marketing
• Modern Customers are more mobile
active
• Today’s Mobile is more a computer
Device
• Mobile Device is pre-ready customer
engaging device
• Mobile is the first & last gadget device
that customer generally touch or looks
in his complete day.
• 90% of his internet search goes from a
mobile device only

39. Video Marketing
• Video marketing can be defined as an exercise
of promoting some product, idea, information
or event in some more creative or attractive
visuals over video supportive platforms. (such
as YouTube, Vimeo, Facebook)
• It is effective because –
• It is Low cost marketing / Highly Affordable
• Better Targeting with fast ROI
• Attractive Promotion that hits customer’s
Mind
• Can become one stop solution for providing
information

40. Video Marketing Cont..
• Popular Formats Are –
• Lifestyle – Recorded Reality
• Motion Graphics – Animated
• Mash-Up – Combination
Videos Simply & Attractively Present Our
Business.
It Captures Viewer’s Attention and Hits his
mind.
It Generate a Customer’s Interest.
Keeps him easy remembering the content in..
Affects for longer duration.