The document outlines a comprehensive user journey agenda covering various aspects of digital marketing, including email marketing, SEO, website development, and social media strategies. It discusses the importance of adapting to the changing business landscape, leveraging digital tools, and analyzing metrics to optimize marketing efforts. Additionally, it highlights the role of customer service and corporate social responsibility in shaping brand perception through digital channels.

1. MOSES GOMES

2. USER JOURNEY

3. AGENDA
1. Changing landscape for business today
2. Introduction to Digital Marketing
3. Email Marketing
4. Display Advertising
5. Search Engine Optimisation
6. Search Engine Marketing
7. Mobile Marketing
8. Website Development
9. Web Analytics
10. E-Commerce
11. Customer service in new media
12. How CSR impacts social media sentiment of brand
13. Crisis management on social media
14. Viral marketing
15. SPIN Marketing

4. https://wearesocial.com/global-digital-report-2019
1

5. https://wearesocial.com/global-digital-report-2019
1

6. https://wearesocial.com/global-digital-report-2019
1

7. https://wearesocial.com/global-digital-report-2019
1

8. https://wearesocial.com/global-digital-report-2019
1

9. https://www.impactonnet.com/cover-story/the-impact-trends-report-2019-6272.html
EMERGING MEDIUMS AND MARKETS IN INDIA
VOICE SEARCH RISE OF OTT AND VOD
AI, M2M, AR, VR AND CHATBOTS REGIONAL AND VIDEO-BASED CONTENT
DATA TRANSPARENCY
AND PROGRAMMATIC
SOCIAL MEDIA INFLUENCERS
TO CREDIBLE INDIVIDUALS
1

10. 1

11. INTRODUCTION TO DIGITAL MARKETING
Digital marketing is doing marketing of products, services, brands or people on
Internet / web using digital devices
2

12. DIGITAL MARKETING VERSUS TRADITIONAL MARKETING
2

13. P – O – E – M FRAMEWORK
2

14. SKILLS REQUIRED IN DIGITAL MARKETING
Digital marketing is arguably one of the most challenging, creative, fulfilling,
rewarding and ever-changing career paths available in today's world.
2

15. DIGITAL MARKETING TOOLS AND RESOURCES
Whether we’re digging through data or fine-tuning our social presence, relying on the
right digital marketing tools means saving time and maintaining our sanity.
2

16. WHY EMAIL MARKETING?
3

17. DO’S AND DON’T’S OF EMAIL MARKETING?
3

18. 3

19. 3

20. 3

21. 3

22. EMAIL CAMPAIGN METRICS
Email Marketing is like a science,
you need to keep on fine tuning it till you get the desired results.
1. Open Rate: The percentage of email recipients who opened the email
2. Click-Through Rate: The percentage of email recipients who clicked on one or more
links contained in a given email.
3. Conversion Rate: The percentage of email recipients who clicked on a link within an
email and completed a desired action, like filling a lead form.
4. Bounce Rate: The percentage of your total emails sent that could not be successfully
delivered to the recipient's inbox.
3

23. MARKETING AUTOMATION
Marketing automation is a software platform that helps you automate your marketing
and sales engagement to generate more leads, close more deals, and accurately
measure marketing success.
Types of emails used in communication
1. The Welcome Email Series
2. The Standard Promotional Campaign
3. The Seasonal Campaign
4. The Triggered Email Series
5. The Post-Purchase Drip
6. The Connect-Via-Social Campaign
7. The Newsletter
8. The Cart Abandonment Campaign
9. The re-engagement campaign
3

24. 3

25. Display advertising is a type of online advertising that comes in several forms, including
banner ads, rich media and more. Google Display Network makes it possible for you to
show your ads on websites, mobile apps, and video that partner with Google
DISPLAY ADVERTISING
Create all types of ads - text, image, interactive and
video ads
Place those ads on websites that are relevant
to what you’re selling
Show those ads to the people that are likely to
be most interested
Manage and track your budget, campaigns and
results as you go
4

26. TYPES OF DISPLAY ADVERTISING
Keyword/
Contextual Targeting
Topic Targeting Demographic Targeting
4

27. TYPES OF DISPLAY ADVERTISING
Placement TargetingInterest Targeting
Re-marketing
4

28. DSP - Demand-Side Platforms SSP - Supply-Side Platforms
TYPES OF PROGRAMMATIC ADVERTISING
Programmatic advertising is the automated process of buying and selling ad
inventory through an exchange, connecting advertisers to publishers.
Ad Network: A media company that sells inventory across a range of publisher sites to advertisers at
a set price
Ad Exchange: A technology platform where publishers and ad networks sell their impressions to
advertisers programmatically or real – time bidding. Ad exchanges often connect to DSPs and SSPs,
but advertisers can buy from ad exchanges directly.
4

29. TYPES OF YOUTUBE ADVERTISING
4
Youtube offers a great opportunity to promote videos to second largest search
engine.

30. An internet-based tool that searches an index of documents for a particular term,
phrase or text specified by the user. Commonly used to refer to large web-based search
engines that search through billions of pages on the internet.
WHAT IS SEARCH ENGINE
5

31. WHAT IS SEARCH ENGINE OPTIMISATION
Search engine optimization is a methodology of strategies, techniques and tactics used
to increase the amount of visitors to a website by obtaining a high-ranking placement
in the search results page of a search engine.
5

32. On-page optimization is the process by which various elements on an individual web
page are structured so that the web page can be found by the search engines for
specific keyword(s) or keyword phrases.
ON – PAGE OPTIMISATION
• Title Tag
• Meta Keywords
• Meta Description
• Robots file
• Header
• Alt text
• Alt Image Tag
• Content of Web Page
• Keyword Density
• Optimized URL Structure
• Anchor Text
• Interlinking
• Breadcrumb
• Navigation structure
• Site Map
• Google Site Map
5

33. Off – page Optimization is optimization done off the Page, like getting relevant links
from other sites, link exchange with quality relevant sites, choosing relevant anchor
text from the perfect location on the different pages of different sites etc.
OFF – PAGE OPTIMISATION
• Link popularity
• Anchor text
• Page Rank
• Back links
• Bookmarking
• Forums
• Blogs
• Social network
• Articles
• Press Releases
• Participate in Answer site
• Video submission
• Image sharing
• Directories
• Traffic
5

34. WHY PPC (SEM) IS IMPORTANT?
Since buyers can be searching for your services/products at any point of time, it is
advised to have an Always On Search Engine Marketing Campaign.
SEM allows us to run very niche targeted campaigns tailor-made for specific
product offerings:
1. Keyword Targeting
i. Broad Match
ii. Phrase Match
iii. Exact Match
iv. Negative Match
2. Location Targeting
i. Country
ii. State
iii. District/City
3. Language Targeting
i. English
ii. Hindi
iii. International Languages
3. Device Targeting
i. Desktop
ii. Mobile
6

35. Site Link Extension
Text Extension
GOOGLE AD EXTENSIONS
Click-To-Call Extension Location Extension
Review Extension
6

36. KEYWORD PLANNING
Targeting right keywords can help you rank high in search engines and drive organic traffic to
your site. Keyword research is the foundation on which your whole content creation should
take place. Compile a list of potential keywords and phrases based on your niche and the
topics relevant to your site.
6

37. MONITERING AND PERFORMANCE REPORTS
It is mandatory and important to monitor the campaigns and tweek to achieve better
Quality Score. This helps to reduce the CPC rate, increase ranking amongst competitor
ads and drive better ROI.
6

38. HOW TO ACHIEVE 10/10 QUALITY SCORE FOR ADS
Improve ad copy to include
the keywords
Improve your landing page
Change the ad group to put it
with more relevant ads
6

39. IMPORTANCE OF MOBILE MARKETING
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40. https://wearesocial.com/global-digital-report-2019
7

41. https://wearesocial.com/global-digital-report-2019
7

42. Gamification
USING MOBILE PLATFORM FOR MARKETING
Mobile advertising
Mobile search
Mobile optimized websites SMS
Mobile coupons
Native mobile apps
Location-based offers
QR codes
Augmented Reality and Virtual Reality
7

43. IMPORTANCE OF A GOOD WEBSITE
8

44. • Google analytics integration
• UI/UX for user interaction
• Mobile version - AMP
(Accelerated Mobile Pages)
• Domain name registration in
your name
• Enquiry page
• Search engine submission
• Google places registration
• Internal webpage scroll – a BIG
NO
• Meta Tags and Web page title
• Original images, or royalty
free
• Content original or re-write
• Each product should have
different URL with keywords
and site map
• URL mapping with domain
name
• Social media URLs creation
• Responsive website
• Search functionality in
website
• No broken links or 404 pages
KEY POINTS TO LOOK FOR IN A WEBSITE
8

45. Product mapping
Website title
8

46. Right click and click on view
page source, to view meta
tags
8
XXXXXXXXXXXXXXXXXXX

47. Meta Tags, this should
contain all your keywords
8

48. Here check your domain
registrar details
8

49. Further it provides
company name, email
id and other details
8

50. Original images
Product URL
8
XXXXXXXXXXXXXXXXXXX

51. Site map for better SEO
results
8

52. Google Places
registration
8

53. Submit URL to Google, yahoo, bling, AOL,
etc
8

54. Time line selection
No of hits
8

55. • A website where entries (or posts) are written in chronological order and commonly
displayed in reverse chronological order
• Accessible to any internet user
• A blog is often published through a content management system or CMS.
WHAT IS A BLOG?
Types of Blogs
Personal
blog
Corporate
blog
Community
blog
Professional
blog
Gadget
reviews
Gaming Sports News
Mommy
blog
8

56. There are 4 main reasons to select a main topic:
• Improve reader experience
• Search engine authority
• Your own growth and development
• Profitability
WHAT SHOULD YOU BLOG ABOUT?
8

57. • Bill Clinton and Monica Lewinsky sex scandal first appeared
on Drudge Report a Blog.
• Drudge Report is a blog managed by a journalist; it is
actually an online news journal.
• The editor Mr. Drudge published this report when
Newsweek and other traditional media refused to publish it
fearing President Clinton.
• Overnight the blog became famous, it also influenced lot of
online users to start their own blog and do citizen
reporting.
• This blog marks an important era in media, as people
started believing in the online news content more than the
traditional media.
DRUDGE REPORT – BLOG – CASE STUDY
8

58. 8

59. Google Analytics is a free web analytics service offered by Google which tracks and
reports your website traffic. It is now the most widely used web analytics service on
the internet. Some other tools available in market
GOOGLE ANALYTICS
9

60. DATA COLLECTION BY GOOGLE ANALYTICS
9

61. UNDERSTAND USER BEHAVIOUR THROUGH GA
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62. Multi-Channel Funnels reports are generated from conversion paths: the sequences
of interactions (e.g. clicks/referrals from channels) that led up to each conversion
and transaction. This data is captured via cookie and combined with tracking code.
MULTI – CHANNEL FUNNEL REPORTS THROUGH GA
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63. CONNECTING OFFLINE AND ONLINE DATA IN GA
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64. Google Analytics data processing starts with the categorization of data into users and
sessions. First, Google Analytics determines new vs. returning users. When a user
lands on a page with tracking code, Google Analytics creates a random, unique ID
associated with the user's browser cookie.
Conversion is defined as an action that's counted when someone interacts with your
ad (for example, clicks a text ad or views a video ad) and then takes an action that
you've defined as valuable to your business, such as an online purchase or a call to
your business from a mobile phone.
UTM code is a simple code that you can attach to a custom URL in order to track a
source, medium, and campaign name. This enables Google Analytics to tell you where
searchers came from as well as what campaign directed them to you.
Google Tag Manager is a free tool that allows you manage and deploy marketing
tags (snippets of code or tracking pixels) on your website (or mobile app) without
having to modify the code. Information from one data source (your website) is shared
with another data source (Analytics) through Google Tag Manager
TRACKING CODES AND IT’S TYPES
9

65. SOCIAL ANALYTICS
Social analytics is monitoring, analyzing, measuring and interpreting digital interactions
and relationships of people, topics, ideas and content.
9

66. Sentiment analysisConsumer profiling
Consumer behavior
9

67. WHAT IS ECOMMERCE
Ecommerce, also known as electronic commerce or internet commerce, refers to the
buying and selling of goods or services using the internet, and the transfer of money
and data to execute these transactions
Types of Ecommerce businesses
Business to
Business (B2B)
Business to
Consumer (B2C)
Consumer to
Business (C2B)
Consumer to
Consumer (C2C)
10

68. Scalability
Flexibility
Economically Viable
AutomationData and reports
Content and user mgt
Integrations
MUST HAVE FEATURES IN ECOMMERCE PLATFORM
10

69. CRAFTING USER JOURNEY
10

70. PRODUCT PROMOTION AND MERCHANDISING
Ecommerce merchandising is the art and science of displaying products or offers
on a website with the goal of increasing sales.
Bombay Shirt Company,
online application to custom
design shirt helps customer
to select the style of shirt. It
further displays in a 3D
format the custom shirt
based on selection.
10

71. BRAND STARTEGY
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72. NEW MEDIA AND CUSTOMER SERVICE
11
Social customer service is the practice of providing consumer support through social
media channels such as Facebook and Twitter to quickly answer questions.

73. SOCIAL MEDIA LISTENING
Social media listening, also known as social media monitoring, is the process of
identifying and assessing what is being said about a company, individual, product or
brand on the Internet.
11

74. SOCIAL MEDIA LISTENING DASHBOARD
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75. MANAGE CUSTOMER SERVICE
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76. https://www.uschamberfoundation.org/sites/default/files/CSR%20Effect%20Final%20April%2014.pdf
HOW CSR IMPACTS SOCIAL MEDIA SENTIMENT OF BRAND
Promoting CSR activities through social media has a greater
impact on lowering neutral sentiment than it does in decreasing
negative sentiment
Comparing the different levels of
sentiment between mentions about the 30
companies in the study and mentions
about though CSR activities.
12

77. 12BRAND TALKING ABOUT CSR ON SOCIAL

78. CRISIS MANAGEMENT ON SOCIAL MEDIA
Today, crisis management inevitably involves social media, whether you are a large multi-national
corporation or a small hometown business. When a crisis occurs—whether it’s negative publicity, a
product recall, or an inaccurate news story going viral—social media should be the first place you
turn.
13

79. • What should you look for to identify a potential urgent situation?
• Watch for spikes in conversation— more Tweets / Updates than normal or more
impressions than normal.
• Is someone Tweeting / publishing updates over and over about something?
• Are accounts with large follower counts jumping in or RT with quotes?
• Are people using negative or inflammatory hashtags?
• What links or articles are people sharing?
• Are these spam accounts with less than 20 to 30 followers?
SOME QUESTIONS YOU NEED TO ANSWER
13

80. VIRAL MARKETING
14
Viral marketing content spreads like wildfire across the internet. The goal is to get a
marketing message out and enable people to send something along to everyone they
know.
Create massive
brand exposure
and free press
Increase brand
engagement
Massively
improve organic
search rankings
Generate high
levels of social
engagement,
sharing, & brand
interaction

81. SUCCESSFUL VIRAL MARKETING CAMPAIGN, YOU NEED
14

82. S – P – I – N MARKETING
SPIN (Situation, Problem, Implication, Need/Payoff ) Selling concept was first published in
1988 by Neil Rackham.
15
It’s all about asking questions. It teaches
you how to lead conversations with
customers. You transition through four
different types of questions: Situation,
Problem, Implication, Need/Payoff.
SPIN
Situation
Problem
Implication
Need pay
off
S – Situation Questions: Background creation
P – Problem Questions: About difficulties / dissatisfaction
I – Implied Needs: Problem that product can solve
N – Need pay off: Show how you can meet implied needs

83. HOW DOES SPIN FRAMEWORK WORK

84. SOCIAL MEDIA FOR BUSINESS
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85. Email @ mosiegomie@gmail.com
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