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Digital Marketing by
Gayathri Choda
Agenda
•
•

Digital Marketing – Introduction
Digital Marketing Channels
– Display
– Search
– Social
– CRM
– Analytics
– Testing & targeting
• Measuring Success – ROI
DIGITAL MARKETING - INTRODUCTION
Why Marketing ?
• Having an awesome product is half the battle won
however you need to promote it and identify your
product/market mix
• As an individual business owner or start up, you need
to find the best way to reach your target community
to full fill your end goals ( Sale of service or product ).
Awareness
To take the
product/service to
the target market

Engagement

Conversion

Convince your
customers to try
the
product/service

Convert them to
use your product
/service
What is Digital Marketing?
• Digital Marketing is the cognitive approach to advertise
your products or brands through various virtual digital
platforms to meet business goals.

SEO

Display
Leads
or
Sales

SEM

SMO

Email

Affiliate
What Digital Marketing Can Be ?
• Digital Marketing helps you to take your product and convert
the users. It also helps you answer the questions as,
 How to take your product/service to market?
 How to be in top results for your product related search?
 What is the most influential features of your product/ services for users?
 How to get the feedback for your product or services from users?
 Who are the people using your product/service and how to improve
their user experience?
 How to build direct relation with customers ?

• In today‟s world, its much easier to reach and convert the
customers via digital marketing channels
Traditional Marketing Channels
• Traditional Marketing channels will try to communicate
about your product or services to your end users .
• Communicating your product or service to your targeted
people is only to a certain extent with traditional marketing
channels.
• As there are certain limitation to individual mediums in
traditional marketing channels, it has limited chances in
reaching your information to your customers with out fail.
“It‟s One Way Communication Channel”
Digital Marketing Channels
• Multi tasking digital channels will generate direct interaction
with targeted audience which communicates about “Your
Brand” and “create buzz world” among various virtual
networks.
–
–
–
–

Create brand identity
Generate buzz in your community
Build brand loyalty
Build direct interaction with your end user

“Two Way Communicating Channels with Multi Functionality ”
Traditional Vs Digital Marketing
• Digital marketing differs from traditional marketing as, it is
– Real-time
– Trackable & measurable
– Actionable immediately
History of digital marketing
1994: Banner ads, pay-perimpression
Banner ads for Zima and
AT&T appear on
hotwired.com.

1998: Sponsored search,
pay-per-click 1st-price auction
GoTo.com develops keywordbased advertising with pay-perclick sales.

2006: Social marketing,
With launch of Facebook
and twitter, social media
marketing started
picking working on the
CPM and CPC model
sales of ads

1996: Affiliate marketing, payper-acquisition

2002: Sponsored search,
pay-per-click 2nd-price auction

Amazon/EPage/CDNow pay
hosts for sales generated through
ads on their sites.

Google introduces AdWords, a secondprice keyword auction with a number of
innovations.
Digital Marketing in 2014
Digital Media Types
Digital Marketing – Consumer Journey
Social Media
Paid Search (SEM)
Natural Search (SEO)

Display advt.

Product

Email & RSS
(Subscribed)
Homepage

Qualified
Leads for
sales

Content
interaction

Telephonic
Newsletter

Others

Trade Shows &
organizations
Print & press
releases
Direct traffic

Inbound
marketing

Outbound
marketing

Organic
Digital Marketing – Channels
Standard
Banner ads
Rich Media

Video ads
Organic Search

Contextual

Display

Search

Paid Search
Search Results
Native
Social
Sponsored
Email

CRM

Content

Direct

Website

Conversions
Digital Marketing mix
• Marketing Mix states the best way to put the right product in the
right place, at the right price, at the right time. Where as Digital
Marketing mix adds “Process”, “People”, “Physical Evidence”.
Price

Physical
Evidence

Product

Digital
Marketing
Mix

Process

Place

Promotion
People
Digital Marketing – Strategy
Your product features
and brand information

1) Identify the
channels that you
need to be use to
reach your users
With primary research,
know most active
channels for your users
base

Your marketing
communication

2) Research user
types to identify
different profile
groups
To reduce gap in
product promises and
client expectations

3) Create content
which attracts
different users needs
To tie the campaign
objectives to higher
business goals and to
use appropriate
marketing tactics

4) Update process
continuously with
defined success
metrics
To the accountability
and monetization of
the marketing
practice success
Digital marketing - Pricing
• Digital marketing is typically a service business model.
• For the resources and usage of skill-set, it works on,
– Fixed cost model
– Variable cost model
– Mixed cost model
• For digital inventory, it works on
– CPM (Cost per thousand impressions)
– CPC (Cost per click)
– CPA (Cost per action/conversion)
• For digital marketing technology tools, it works on
– Licensing model
– Usage model
Digital Marketing assets
Creative's

Channels

Digital
Assets
Content

Consumer
profiles
Making Digital Assets more Friendly
• Create a user friendly website
– Easy to find information
– Less text more value
– Making internal search engine available
– Clearly marked call to actions
– Mobile friendly
– Social connectivity from the asset itself
– Making fresh, interactive and innovative content
DIGITAL MARKETING - DISPLAY
Video ads:
Includes all video type of ads
Use to give longer and interactive creative concepts to
the product messaging
Done via video creation, serving by buying “ad units” on
video channels
 Need to pay for creative’s, serving and buying
Banner ads
Display
Video ads

Digital Marketing – Display
Standard
Rich Media

Contextual

Organic Search

Search

Paid Search

Search Results
Banner ads:
 Includes standard and rich media banners which
Native
will be publisher on different websites
Use to give more creative concepts to the
Sponsored
product messaging
Done via ad creation, serving by buying “ad
units”
Email
 Need to pay for creative’s, serving and buying
Content

Social

CRM
Direct

Website
Display Marketing – Introduction
• Display Advertising refers to web advertising displaying
the message using graphical information beyond text.
• Includes image, rich media, floating, transitional etc
• A clear advantage consumers have with online
advertisement is the control they have over the product,
choosing whether to check it out or not
• Online display advertisement can also be classified
as ‟Digital Promotions‟
Display Marketing – Example
Why Display Marketing ?
Loyalty

Targeted
Audience

More Visuals
More Reach

Display
Marketing

High
interaction
rates

Immediate
Results

Branding
Display Marketing – Types of ads
• Types of ads:
– Standard banners:
• 300x250, 90x260, 120x60 ( Maintained by IAB)

– Rich Media banners:
• Interactive banners ads

– Video banners:
• Standard video banners
• Interactive video banners

– Mobile ad
• SMS text ad
• multi-media message
• Banner ad in apps or mobile websites
Display Marketing Channels

Ad networks

Ad exchanges

Display
Marketing
Individual
Publishers

Affiliate
Networks
Display Marketing Process
Create Add
Select Ad
Placement,
Keywords

Re Target you
Audience
Display
Marketing

Create Landing
Page

Track
Performance

Run Campaign
Display Marketing – Tools used
• Publishers (websites which display ads) has technology for
the ad-serving on their websites
• Third party ad-serving technologies are also available
which are used to collect the served ads data
• Both use different sets of tags to collect the desired data
• The tools that are popular in the marker today are,
– DFA: Dart for Advertisers
– Mediamind
– Atlas
– Pointroll
Display Marketing – DFA Interface
Display Marketing – Data metrics
• Commonly used metrics are – (per ad)
– Impressions (targeted, served & reported), clicks,
click through rate, interaction rate, dwell rate,
conversions, conversion rate, return on investment,
absolute unique visitors, visibility rate, view ability
rate, view ability impressions
• There are measured using cookies and tags
Display Marketing – Cookies
• Cookies are a piece of java script that executed on
browsers to collect data and for faster loading
• It is the predefined number of days considered before a
user conversion, during which user actions (impressions
and clicks) are counted.
Impression

Click

Impression

Click

Conversion

Cookie Window 1 *
Cookie Window 2 *
The Number of Events:
For Cookie Window 1: 1 impression, 1 click
For Cookie Window 2: 2 impressions, 2 clicks
* Same cookie window for impressions and clicks
DIGITAL MARKETING - SEARCH
Digital Marketing – Search Search: (SEO)
Organic
Known as Search Engine Optimization
Used to get Top Rank in Google Search Results
Done via Keyword optimization, meta tagging,
link tagging etc
No need to pay any money for search engine
Standard
Banner ads
Rich Media

Contextual
Search Results

Video ads
Organic Search

Display

Search

Website

Paid Search
Native
Social

Sponsored Search: (SEM)
Paid

Known as Search Engine Marketing
Email Used to get ad placements in search results
CRM
Done via Keyword bidding using Adwords etc
Need to pay money for search engine via CPC

Content

Direct
Organic Vs Paid
Organic
•
•
•
•

Paid

It‟s free
•
Time taking
•
Standard results
•
Target limited no of
•
keywords
• Goal will first page position.•
• Below paid results
•
• Less traffic
•

It‟s paid
Instant results.
Position based on bid
Ability to target huge no. of
keywords
Goal will be lead
Above organic results
Huge traffic
Search Marketing – Organic
• Search Engine Optimization, also known as SEO, is the process
of increasing the amount of visitors to a Website by ranking
high in the search results of a search engine.
• The higher a Web site ranks in the results of a search, the
greater the chance that site will be visited by a user. It is
common practice for Internet users to not click through pages
and pages of search results, so where a site ranks in a search is
essential for directing more traffic toward the site.
• SEO helps to ensure that a site is accessible to a search engine
and improves the chances that the site will be found by the
search engine.
SEO Components
Search Engine Optimization
On Page
Optimization

Of Page Optimization

Meta Tags Optimization

Link Building

Site Structure
Content Optimization
Landing Pages (Services)
Site Loading & Hosting

Internal Navigations
Social Connections

Content

Web Site

Blogging
Press Releases
Communities

Online Discussion
Search marketing (SEO) – Example
SEO – Process
• Search Engine Optimization (SEO) is a continuous
technical & strategic process, which involves improving
websites performance to fulfill business needs & goals.
SEO - Process
On Going
Consulting

Reporting &
Refining

Promotion
(off Page)

Define
Objective

SEO
Process

OnPage
Optimization

Web Site
Analysis

Competitive
Analysis

Bench
Marking
SEO – In detail
• SEO has mainly three steps to implement
– Step 1: Keyword re-search and competitor analysis
• Review site structure and search engine rankings for client website
and that of their competitors
• Identify keywords that their customers are likely to enter in the
search engine to find their website
– Step 2: Site optimization (On page)
• Optimizing your site will typically take 10-15 business days,
depending on goals , no of pages and Complexity of site
• A list of recommended keywords to be used in your existing page
content
– Step 3: Promotional optimization ( Off page)
• Typically building quality links to website from niche
communities.
• Improve online reputation.
• Building branding buzz.
SEO – Keyword Research
Final Keyword
List

Competitive
keywords

Keywords specific
to product
(Brand )

Keywords Used
For regular
Search

Keyword
Research

All Possible
Relative
Keywords

Specific
Keywords
( Competitive)
SEO – Keyword Research Tools
• Keyword Research is critical task among all in Digital
Marketing, which will helps to improve ROI.
• List of Major Keyword Research Tools :
–
–
–
–
–
–
–

Google Keyword Planner.
Google Trends.
Long Tail Pro ( paid)
Word Tracker (Paid)
Spyfu
Bing Keyword Research Tool
You Tube Keyword Research tool ( For Video Optimization)
On Page – Google Enabled Attributes
SEO – Link Building (Off Page)
• Boosting page rank is the next priority for optimized site. When all
other factors are equal, search engines will always favor the page
with a higher page rank.
• Page rank is essentially 'link popularity.' It's a reflection of how many
other websites contain links pointed at website. (these are also called
'inbound links' or 'non-reciprocal links.„)
• Google, Yahoo, MSN, Ask Jeeves, AltaVista and others place great
importance on incoming links. A large number of high-quality
incoming links can help your website beat the competition in the
search engine rankings
• Not all links are created equal. Search engines evaluate the incoming
links to determine the 'quality' of the link.
Advantages of SEO
•
•
•
•
•
•
•
•

High traffic
Visibility around 365 days.
Higher sales.
Long term value.
Profitability ( almost free).
High ROI.
More brand buzz.
Availability across World.
Best Practices of SEO
•
•
•
•
•
•
•
•
•
•
•

Enjoy benefits of meta tags.
Have fresh & unique content with good keyword density.
Maintain regular updates about your product or services.
Site‟s navigations ( directory structure)
Maintain search friendly URL‟s ( Avoid dynamic URL‟s).
Unique landing pages for your services & products.
Enable 301 redirect (permanent), 302
redirects(temporary).
Custom error pages (404 error page)
Enable search in site.
Getting links from Gov, Org pages.
Getting links from relevant communities
Search Marketing – SEM
• Search Engine Marketing, also known as SEM, is the process of
showing ads next to the organic results.
• The ads that are showing are selected based on a bidding
algorithm which takes into consideration of relevance of the
ads to search results, the keyword bidding prices and also
popularity of the keyword
• SEM ads are of two types
– Search results ads: Ads that are shown next to or on top of the organic
results
– Contextual ads: Ads that are shown on the websites which uses Google
as default search engine
SEM Marketing – Example
Why SEM ?
• Immediate traffic to website.
• Able to target exactly unique people who are
looking for your services or products.
• High click & impression rate compare to organic
• Able to reach audience across world.
• To improve leads.
• To increase ROI.
• Able to compete competitor instantly.
Sources of Paid Search
• Major Portion of Paid Search is captured by Two Major
Search giant‟s:
 Google Ad Words.
 Bing Ads ( Microsoft)

Google Ad
Words

SEM - Paid
Search

Bing
Advertising
SEM – Process
Defining Goals

Assessm
ent &
Optimiza
tion

Run
Campaign
&
Monitor

Keyword
research
&
Grouping

PPC
Setup &
manage
ment

Account
Set Up –
Enable
Tracking

Multiple
Ad
Creation

Landing
Page
Develop
ment
SEM – Paid Search Strategy
Paid Search Success Strategy
Ad Copy’s

Keyword’s

Campaign’s

Implementation

Diversified Ads

Relevant
Keywords

Product
Campaign’s

Landing pages

Conceptual Ads

Competitor
Keywords

Competitive
Campaign’s

Tracking &
Analyzing

Geo Targeted Ads

Branding
Keywords

Geo Campaign’s

Maintain Quality
score

Age, Gender Ads

Product Keywords

Re Targeting
Campaign’s

Analysis & Re
Optimization
SEM – Details
• SEM involves Selection of Keyword, creation of Ad
Copy‟s, creating landing pages and bidding keywords.
• Bidding is the process depend upon the competitor
for that keywords.
• Keyword research tools helps to understand the
demand and estimated price per keyword
SEM Tools – Keyword
•
•
•
•
•
•
•

Google Keyword Planner. (Free)
Bing Keyword Research Tool
Ubersuggest ( Free)
SpyFu (Paid)
Word Tracker ( Paid)
Long Tail Pro ( paid)
Micro Niche finder
SEM – Tools (Ad words)
Search Marketing – Data metrics
• Commonly used metrics are – (per keyword)
– Impressions (reported), Clicks, click through rate,
Conversions, Conversion rate, Return on
investment, eCPC, eCPA,
• There are measured using Cookies and tags
Best Practices – SEM (paid)
•
•
•
•
•
•

Have clear view on goals & objective of paid campaign
Always set your max. CPC ( Cost Per Click )
Plan tree structure campaigns.
Enable conversion tracking.
Identify top converting & consuming keywords.
Optimize your campaign based on converting
keywords.
• Enable negative keywords.
• Optimize landing page after testing
Advantages of Paid Search (SEM)
•
•
•
•
•
•
•
•

Immediate search visibility.
Strong branding.
Instantly sit with competitor.
Local & global targeting.
More number of keywords – more reach.
Best ROI.
High leads & sales.
Affordable cost
Display Vs Search
Display

Search Channels

•Push marketing strategy

• Pull marketing strategy

• Includes search, image, video, web
networks

• Limited to search networks

•More focus on habits & interests

•More focus to keywords

•More time spent & engagement
(Videos )

• More conversion compare to display

•Banners & creative's act as point of
contact

•Test act as point of contact
DIGITAL MARKETING – SOCIAL
Digital Marketing – Social
Paid Search: (SMM)
Known as Social Media
Marketing
Used to get ad
Standard
placements in news feeds
Done via subscribing to
Rich Media
social adverting program
Need to pay money for
social platforms
Contextual
Search Results

Banner ads
Video ads

Display

Native Advertising:
Creating and Maintaining the Social Platform
Search
Website
pages like posts, tweets etc
Paid Search
Providing content calendar and social media
strategy
Native
No need to pay any money for social channels

Organic Search

Sponsored

Social

Email

CRM

Content

Direct
Social Marketing – Introduction
• Social marketing is the process of creating reach and
engagement on-site and off-site with social networks in
reference to your own product related content.
• The ultimate goal is to enable brands to measure the
return on investment for social media activities and
make more accurate, customer-driven decisions about
social.
• Social media marketing is of two types
– Native advertising – Maintaining brand pages and
influencing users on social marketing
– Sponsored ads – Paid content related to the brands
Native Social Media
• Native social Media will helps to maintain your presence
across all social media channels by creating your profile,
fan page or business pages to interact with your
communities.
Why Native SMO
–
–
–
–
–
–

Reach your targeted communities instantly.
Able to communicate with your followers & friends.
Two communication for better services.
Create Brand Buzz.
Build Loyalty.
Free Form of SMO
Sponsored Social Media
• Sponsored social media will be action as paid source to
reach your targeted audience within short span of time
across your targeted communities.
Why Sponsored SMO:
–
–
–
–
–
–
–

More reach than organic.
Great engagement instantly.
Able to target across globe around the clock.
Great buzz about brand.
High traffic
Good conversion
Good ROI
Social Marketing – Examples
Why Social Media ?
•
•
•
•
•
•
•
•

Able to connect people across globe.
High interaction & engagement.
Word of mouth engagement.
Two communication channel for your market.
To build brand & loyalty.
Improve leads & sale.
High ROI.
Boost traffic and search ranking.
Channels of Social Media
•
•
•
•
•
•
•
•

Facebook
Twitter
LinkedIn
Pinterest
Google Plus.
You Tube.
Social Groups
Meet Up‟s
Social Marketing – Details
• Social marketing works on the influencer model. It
enables the brand to reach based on the “word of
mouth” of the users and their contacts
• Brands can create the content which influences the users
to like and engagement with it and ultimately create a
positive brand affinity and leads to purchase
• Social marketing is not designed to drive ROI however
its ultimate goal should be bottom line sales.
Social Marketing – Data metrics
• Commonly used metrics for social marketing
– Likes per pages/post, no. of comments, influencer
rate, engagement per post, no. of tweets, re-tweets,
depth of a tweet.
• There are measured using social channels analytics tools
for on-site engagement
• For the engagement happening regarding the brand is
measured via social monitoring tools
Facebook
• A great virtual platform which connect world with a
single account. It is a never-ending virtual social
gathering filled with adopted puppies, cute LOL kitties,
baby announcements, viral articles and videos, events,
groups, organizations and fan pages.
• As Facebook has 500 + million people and half (250
million) log into their accounts each day, it is action as
the primary source for great traffic & leads.
• Now Facebook is more than a social networking. Its a
platform and also a search engine (Supported By Bing)
Facebook - Organic Vs Paid
• Organic reach:
The number of unique people who saw your post in news
feed or on your page, including people who saw it from a
story shared by a friend when they liked, commented on or
shared your post, answered a question or responded to an
event

• Paid reach:
The number of unique people who saw your post through
an ad which come under sponsor stores, like pages etc.
Advantages of Facebook in DM
• Approximately 89% of marker says Facebook will give more
exposure rather than other social networks.
• Great brand awareness & loyalty.
• Generate buzz world about your products, news and
updates.
• Enable direct interaction with end users.
• Viral syndication of content.
• Great traffic to website (organic & Paid)
• Targeted advertising .
• Affordable and effective advertising channel.
Twitter
• In general sense Twitter means “a series of short, high
pitched calls or sound”.
• When it comes to Digital Marketing it‟s a social media
channel which along act as source to send “series of
short messages with high pitched “Call to action”, to end
users.
• As it is basic platform for micro blogging, it act as best
way to interact with people in better manner to get
quick response.
Why Twitter in DM ?
•
•
•
•
•
•
•
•

Direct interact with customers.
Enable branding and building brand loyalty.
Able to get real reviews, feedbacks and many more.
Simple way to viral your message.
Increase Loyalty.
Able to generate quick news.
Good number of leads.
High traffic.
Best Practices of SMO
•
•
•
•
•
•
•
•

Follow back & interact
Be social rather than a brand
Determine your voice & tone
Keep your updates short & sweet
Don‟t over share
Be transparent as you can
Don‟t go for tools or paid engagement
Find what your customers looking for and share
DIGITAL MARKETING – CRM
Email marketing – Introduction
• Email marketing also know as permission marketing is
one of the oldest forms of marketing.
• There are two types of email marketing.
– Explicit permission marketing
– Implicit permission marketing

• Both are powerful marketing forms, but there is a good
probability people will consider them spam if the
messages are not relevant over the time
• Using the tracking parameters, we can collect different
metrics, however these are very different from normal
metrics that we collect via websites
Email Marketing – Example
Email marketing – Details
• Email marketing is very effective if maintained as an
integral communication channel of campaigns
• Its little costly compared to the remaining forms of
marketing and need to be maintained for valid
customers
• Its powerful channel to increase the loyal users and
keep them for up-selling and cross-selling
• This is also very good medium to conduct surveys
Email marketing – Data Metrics
• The metrics that are used for email marketing success
are,
– No. of emails sent
– No of successful emails sent
– No of emails opened
– Open rate
– No of emails read
– CTR from emails
– No of responses
– Response rate
Advantages of Email Marketing
•
•
•
•
•
•
•
•
•

Low cost (bulk email)
Target fans of brand.
Easy segmentation.
Fast response.
Global reach.
Highly personal.
Measurable results.
Interactive.
Drive good sales.
Best Practices of Email Marketing
•
•
•
•
•
•
•
•
•
•

Establish a clear purpose of communication .
Frame content that suits your targeted audience .
Plan when should you need to send email.
Have clear design &Avoid images.
Avoid spam words in content.
Have call to action in above the top told.
Send mails on regular basis.
Monitor the effectiveness of email‟s.
Create opt in subject line.
Have unique landing pages with call to action.
AFFILIATE MARKETING
Affiliate Marketing Introduction
• Affiliate Marketing is a type of performance marketing
which involves rewarding for each visit or lead.
• It works on the basic concept of referral marketing,
where individual referrals will be awarded with any
money or other benefits in services for each referral to
business or website.
• It differs from other digital marketing channels in terms
of scope and functionality.
Affiliate Marketing -People
• Affiliate Marketing involves four people, “Merchant”,
“Affiliate Agencies”, “Publisher” and “ End User‟s”
– Merchant: who is owner of website or business who are
looking for leads or traffic to their system.
– Network: 3 party people, who are acting as source of
affiliate process.
– Publisher: People who are part of network & responsible
for generating traffic or leads through various marketing
channels..
– End User: Prospective customer of merchant.
Process of Affiliate Marketing
Advantages of Affiliate Marketing
•
•
•
•
•
•
•
•

Instant traffic
Huge branding.
High community engagement.
More reach & more traffic.
Good number of leads
High ROI.
More than single target location.
High conversion rate.
Affiliate Marketing – Data Metrics
• The metrics that are used for affiliate marketing success
are,
–
–
–
–
–

Number of visits - Cost per each visits
Number of Impression - Cost per Miles
Number of leads – Cost per lead
Revenue per lead – Cost per lead
Revenue sharing – Return on invest
DIGITAL MARKETING STRATEGY
Strategy – Introduction
• Success of any marketing channel or campaign depend
on how wisely we select the media channel which suits
your business needs and how we communicate with that
channels to prospective users.
• It‟s taking lots of marketing research, great knowledge
in product or services along with deep insight on current
marketing conditions.
• A successful strategy will be on going cycling process
which involves modifying old or available strategy
based on performance.
Why DM Strategy ?
• DM strategy state the best way to choose your marketing
mix
• Helps in the selection of digital channels.
• Helps to reach your prospective use in better manner.
• To create more brand identity.
• Creates great engagement across all channels.
• To build long run relations ship with audience.
• To stood in market for long run at minimal cost.
• To compete competitor.
• Avoids unnecessary cost.
Process of Planning a DM Strategy
Identify
Business Goals

Measure
performa
nce &
Compare

Run
Campaign

Analysis of
Market

Identify
Channels

Create
Campaig
n&
concepts

Setting bench
marking

Identify
User
profiles

Segment
users
based on
channels
DIGITAL MARKETING – ANALYTICS
Digital Analytics
• It involves in every stage of digital marketing which
helps to identify, analyze various performance metrics.
• It‟s involves lots of statically analysis to fix certain bench
marking to measure performance of campaigns.
• Flexibility and power of scalability will let you know best
platform to choose for campaign.
• Open data & integration along with data collection
• Big data analysis and visualization.
Digital analytics – Details
• As the digital analytics covers the “internet”
usages, it can be divided into two types
1.

On-site: Web traffic information on a particular
website. This is the information collected AFTER a
user reached the website
Ex: No. of users visited the site – Cricinfo.com
2. Off –site: Web traffic information on the internet as
a whole
Ex: Buzz and sentiment for „Sachin Tendulkar‟
Digital analytics – Details
• Web analytics practice can be used to analyze the
both offline and online outcomes
• This web analytics data can include
–
–
–
–
–

KPIs
Clickstream
Surveys
Testing & Targeting
Competitive analysis

• But most important point is asking the question –
Why the outcome is what it is and how it is
Context for Digital Analytics
• DSS – Decision Support System
– A conceptual framework for a process of supporting managerial
decision- making, usually by modeling problems and employing
quantitative models for solution analysis

• BI - Business Intelligence subset of DSS
– An umbrella term that combines architectures, tools, databases,
applications, and methodologies

• BA - Business Analytics subset of BI
– The application of models directly to business data
– Assists in making strategic decisions

• DA – Digital Analytics subset of BA
– The application of business analytics activities to Web-based processes,
including e-commerce
Digital analytics - Introduction
SMS

Mobile performance data
Mobile

Apps
Standard

Banner ads

Contextual

Search Results

Creative performance data
Display

Video ads

Organic Search

Search
Keyword performance data

Paid Search

Native

Influencer performance data
Social

Sponsored
Email

CRM

Content performance data
Content

Direct

Website performance data

Rich Media

a
D n
i a
g l
i y
Website
t t
a i
l c
s
Digital analytics – Tools (Omniture)
Digital analytics – Tools (Google
Analytics)
Digital analytics – Data metrics
• Visits and visitor reports
– Pageviews, visits, visitors, unique visitors
• Engagement reporting
– Avg pages per visit, avg. time spent on page, avg. time
spent on site, bounce rate

• Conversions/Goals reporting
– Conversions per action, conversion rate

• Path Analysis
– No. of steps in a conversion path
Advantage of Digital Analytics
• Able to close the loop between two or more process.
• Builds work flow and user experience that best fits
product or service.
• Proper integration of date across all channels.
• Increase performance efficiency of every campaign.
• Reduce unnecessary cost.
• Better & accurate predictions on campaign
performance.
• In depth understanding for better strategy.
TESTING - INTRODUCTION
Testing - Introduction
• Testing is the technique used to know the actual intent
of the customers who are visiting a website
• Though a website has a major goal like, content
production or e-commence or engagement. There are
micro elements that are also part of this. Ex: Looking for
careers link in amazon web site.
• So its important to know how each group of users are
responding to different group of people.
• We can use testing to know the known- unknown
elements
Types of tests
• There are many types of testing techniques that are
used. Most popular are,
– A/B testing or Split testing
– MVT testing or Multivariate testing or bucking testing

• Any testing technique requires to have the hypothesis
ready and the have a clear definition of test elements
• By testing, you cant derive new learning‟s other than
the elements that we have hypothesis for.
A/B testing – Details
• AB testing compares the effectiveness of two versions of
a web page, marketing email, creative images, landing
pages – in order to discover which has better response
rates, better conversion rates, etc.
• AB testing will test two samples of the test – Control and
test groups, to see which single variable is most effective
in increasing a response rate or other desired outcome
• To be effective, the test must reach an audience of
sufficient size that there is a reasonable chance of
detecting a meaningful difference between the control
and other tactics
A/B testing – Tools
• Example: A company want to test two banners of a
creative reaching out to 5000 people.
–
–
–
–

First 2500 people got a offer with CTA “Buy now”
Next 2500 people got a offer with CTA “Learn more”
All other elements of the creative remain the same
Record CTR for each banner and that will be the winning
banner

• Tools that provide that reports are, Google Analytics
content experiments, Optimizely, Visual website
optimizer, Unbounce, Omniture T&T, Personyze,
Plumb5
MVT testing – Details
• Multivariate technique for testing hypotheses on complex
multi-variable systems, especially used in testing market
perceptions
• Multivariate testing is usually employed in order to
ascertain which content or creative variation produces the
best improvement in the defined goals of a website,
whether that be user registrations or successful completion
of a checkout process
• Testing can be carried out on a dynamically generated
website by setting up the server to display the different
variations of content in equal proportions to incoming
visitors
MVT testing – Details
• Dynamic creative optimization is the application of
MVT testing. An automatic system will show the high
performing creative to audience by testing the
algorithm for targeted profiles
• In a nutshell, multivariate testing can be seen as
allowing website visitors to vote with their clicks for
which content they prefer and will stand the most
chance of their proceeding to a defined goal
• This is one of the high growth area in digital marketing
in the current digital marketing. All vendors who
support AB testing are supporting this
RE – TARGETING & STRATEGY UPDATE
Re-targeting – Details
• Re-targeting is one of the popular targeting technique
that is used today
• Re-targeting is used in identifying the group of audience
which fits the segment definition and giving them a
relevant message for their next visit
• This targeting can be applied on specific web-site or on
an ad-network or with specific publisher website
• Retargeting can happen based on any action. Ex: click
on the banner, drop out from the cart, visit to the site
etc.
Re-targeting – Tools
• Retargeting can be done four segment bases:
demographic, geographic, behavioral, psychographic
• While using this technique, you can use the same
message or different messages fine tuned
• Currently all ad serving platforms are supporting retargeting for media
• Web analytics tools like – Omniture and Google
Analytics has also that capacity
Updating Strategy
• It‟s always good to have immediate plan of action after
testing campaign performance. As it gives clear picture
on performance of individual channels across every
stage.
• Modify or update strategy to reach potential customers.
• New Strategy will helps to come up with a new market
segmentation.
• To look at the larger potential market for the problems
that needs solutions.
DIGITAL MARKETING –
MEASURING SUCCESS
Digital Marketing - Approach

People
Process

 Technology – 20%,
 People – 30%,
 Process – 50%

Tech.
Digital marketing – Measuring success
5-step process
• Step 1: Identify the business objectives
– Why your website exists?
– What the macro and micro task?
– What and how digital channels are used? Etc.
• Step 2: Establish goals and identify related KPI‟s
– What you want to achieve for your website at the end of
a year?
– How to want to measure your success?
– How do you want to measure the success of your vendors?
Digital marketing – Measuring success
• Step 3: Set realistic targets to reach them and agree with all
stakeholders
– How much, defines the success of the efforts?
– Do your team and big boss agree for it?
– Does your finance team support this?
• Step 4: Review target achievement at specific periods
– When to review the results?
– How often to review the results?
• Step 5: Take preventive or corrective actions to maintain the
intended course
– How to address if a risk is faced?
– How to make changes to the initial course of actions?
Digital Marketing – Measurement
framework
1)
2)
3)
4)
5)

Step 0:
Research

1)
2)
3)

Update the process by
the learning’s
Update strategy with
agreed timelines
Feedback to planning

For Industry Insights
Existing user surveys
New user groups
Feedback
Tie up with research groups

Step 1:
Plan

Step 5:
Update

5)

Marketing
Measurement
Framework
1)
2)
3)

Measure success
Identify the working
channels
Optimize low
performing below
channels

1)
2)
3)
4)

Step 2:
Define

Step 4:
Measure

1)
2)
3)
4)

Step 3:
Execute

1)
2)
3)
4)

Establish brand guidelines
Create content plan
Identify target groups
Enroll trade associations
and groups
Plan score cards

Define business metrics
Define turn-around
times
Create Quality score for
leads
Define R&R

Identify resources
Execute content plan
Follow up on the requests
Tie up with industry leaders like
Google for affiliate marketing
Digital Marketing – Framework
advantages
Value add for Client

Strategic win

Tactical quick win

Low hanging fruits
• ROI realization and gap
identification
• Publisher value gauge
• Reduction of wastage by
better planning
If implemented, estimated
value is 5-15% of exposed
digital media spend*#

• ROI monetization and gap
correction
• Publisher value negotiation
• Increase of effectiveness of
media by better targeting
If implemented, estimated
values is 15-20% of exposed
digital media spend *#

• ROI maximization by finding
the opportunities
• Publisher value segmentation
• Increase of effectiveness of
media mix
If implemented, estimated
value is 20-25% (>) of
exposed digital media
spend*#
* Calculated by considering testing and
targeting techniques and negotiation
of better rates

* Calculated by considering ad
optimization and reduction of bounce
rates

* Considering visibility & frequency
capping and other reports been
implemented

TODAY

Q4 2013

H1 2014
For any queries contact:
gchoda@digitant.co

THANK YOU

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Digital marketing training

  • 2. Agenda • • Digital Marketing – Introduction Digital Marketing Channels – Display – Search – Social – CRM – Analytics – Testing & targeting • Measuring Success – ROI
  • 3. DIGITAL MARKETING - INTRODUCTION
  • 4. Why Marketing ? • Having an awesome product is half the battle won however you need to promote it and identify your product/market mix • As an individual business owner or start up, you need to find the best way to reach your target community to full fill your end goals ( Sale of service or product ). Awareness To take the product/service to the target market Engagement Conversion Convince your customers to try the product/service Convert them to use your product /service
  • 5. What is Digital Marketing? • Digital Marketing is the cognitive approach to advertise your products or brands through various virtual digital platforms to meet business goals. SEO Display Leads or Sales SEM SMO Email Affiliate
  • 6. What Digital Marketing Can Be ? • Digital Marketing helps you to take your product and convert the users. It also helps you answer the questions as,  How to take your product/service to market?  How to be in top results for your product related search?  What is the most influential features of your product/ services for users?  How to get the feedback for your product or services from users?  Who are the people using your product/service and how to improve their user experience?  How to build direct relation with customers ? • In today‟s world, its much easier to reach and convert the customers via digital marketing channels
  • 7. Traditional Marketing Channels • Traditional Marketing channels will try to communicate about your product or services to your end users . • Communicating your product or service to your targeted people is only to a certain extent with traditional marketing channels. • As there are certain limitation to individual mediums in traditional marketing channels, it has limited chances in reaching your information to your customers with out fail. “It‟s One Way Communication Channel”
  • 8. Digital Marketing Channels • Multi tasking digital channels will generate direct interaction with targeted audience which communicates about “Your Brand” and “create buzz world” among various virtual networks. – – – – Create brand identity Generate buzz in your community Build brand loyalty Build direct interaction with your end user “Two Way Communicating Channels with Multi Functionality ”
  • 9. Traditional Vs Digital Marketing • Digital marketing differs from traditional marketing as, it is – Real-time – Trackable & measurable – Actionable immediately
  • 10. History of digital marketing 1994: Banner ads, pay-perimpression Banner ads for Zima and AT&T appear on hotwired.com. 1998: Sponsored search, pay-per-click 1st-price auction GoTo.com develops keywordbased advertising with pay-perclick sales. 2006: Social marketing, With launch of Facebook and twitter, social media marketing started picking working on the CPM and CPC model sales of ads 1996: Affiliate marketing, payper-acquisition 2002: Sponsored search, pay-per-click 2nd-price auction Amazon/EPage/CDNow pay hosts for sales generated through ads on their sites. Google introduces AdWords, a secondprice keyword auction with a number of innovations.
  • 13. Digital Marketing – Consumer Journey Social Media Paid Search (SEM) Natural Search (SEO) Display advt. Product Email & RSS (Subscribed) Homepage Qualified Leads for sales Content interaction Telephonic Newsletter Others Trade Shows & organizations Print & press releases Direct traffic Inbound marketing Outbound marketing Organic
  • 14. Digital Marketing – Channels Standard Banner ads Rich Media Video ads Organic Search Contextual Display Search Paid Search Search Results Native Social Sponsored Email CRM Content Direct Website Conversions
  • 15. Digital Marketing mix • Marketing Mix states the best way to put the right product in the right place, at the right price, at the right time. Where as Digital Marketing mix adds “Process”, “People”, “Physical Evidence”. Price Physical Evidence Product Digital Marketing Mix Process Place Promotion People
  • 16. Digital Marketing – Strategy Your product features and brand information 1) Identify the channels that you need to be use to reach your users With primary research, know most active channels for your users base Your marketing communication 2) Research user types to identify different profile groups To reduce gap in product promises and client expectations 3) Create content which attracts different users needs To tie the campaign objectives to higher business goals and to use appropriate marketing tactics 4) Update process continuously with defined success metrics To the accountability and monetization of the marketing practice success
  • 17. Digital marketing - Pricing • Digital marketing is typically a service business model. • For the resources and usage of skill-set, it works on, – Fixed cost model – Variable cost model – Mixed cost model • For digital inventory, it works on – CPM (Cost per thousand impressions) – CPC (Cost per click) – CPA (Cost per action/conversion) • For digital marketing technology tools, it works on – Licensing model – Usage model
  • 19. Making Digital Assets more Friendly • Create a user friendly website – Easy to find information – Less text more value – Making internal search engine available – Clearly marked call to actions – Mobile friendly – Social connectivity from the asset itself – Making fresh, interactive and innovative content
  • 21. Video ads: Includes all video type of ads Use to give longer and interactive creative concepts to the product messaging Done via video creation, serving by buying “ad units” on video channels  Need to pay for creative’s, serving and buying Banner ads Display Video ads Digital Marketing – Display Standard Rich Media Contextual Organic Search Search Paid Search Search Results Banner ads:  Includes standard and rich media banners which Native will be publisher on different websites Use to give more creative concepts to the Sponsored product messaging Done via ad creation, serving by buying “ad units” Email  Need to pay for creative’s, serving and buying Content Social CRM Direct Website
  • 22. Display Marketing – Introduction • Display Advertising refers to web advertising displaying the message using graphical information beyond text. • Includes image, rich media, floating, transitional etc • A clear advantage consumers have with online advertisement is the control they have over the product, choosing whether to check it out or not • Online display advertisement can also be classified as ‟Digital Promotions‟
  • 24. Why Display Marketing ? Loyalty Targeted Audience More Visuals More Reach Display Marketing High interaction rates Immediate Results Branding
  • 25. Display Marketing – Types of ads • Types of ads: – Standard banners: • 300x250, 90x260, 120x60 ( Maintained by IAB) – Rich Media banners: • Interactive banners ads – Video banners: • Standard video banners • Interactive video banners – Mobile ad • SMS text ad • multi-media message • Banner ad in apps or mobile websites
  • 26. Display Marketing Channels Ad networks Ad exchanges Display Marketing Individual Publishers Affiliate Networks
  • 27. Display Marketing Process Create Add Select Ad Placement, Keywords Re Target you Audience Display Marketing Create Landing Page Track Performance Run Campaign
  • 28. Display Marketing – Tools used • Publishers (websites which display ads) has technology for the ad-serving on their websites • Third party ad-serving technologies are also available which are used to collect the served ads data • Both use different sets of tags to collect the desired data • The tools that are popular in the marker today are, – DFA: Dart for Advertisers – Mediamind – Atlas – Pointroll
  • 29. Display Marketing – DFA Interface
  • 30. Display Marketing – Data metrics • Commonly used metrics are – (per ad) – Impressions (targeted, served & reported), clicks, click through rate, interaction rate, dwell rate, conversions, conversion rate, return on investment, absolute unique visitors, visibility rate, view ability rate, view ability impressions • There are measured using cookies and tags
  • 31. Display Marketing – Cookies • Cookies are a piece of java script that executed on browsers to collect data and for faster loading • It is the predefined number of days considered before a user conversion, during which user actions (impressions and clicks) are counted. Impression Click Impression Click Conversion Cookie Window 1 * Cookie Window 2 * The Number of Events: For Cookie Window 1: 1 impression, 1 click For Cookie Window 2: 2 impressions, 2 clicks * Same cookie window for impressions and clicks
  • 33. Digital Marketing – Search Search: (SEO) Organic Known as Search Engine Optimization Used to get Top Rank in Google Search Results Done via Keyword optimization, meta tagging, link tagging etc No need to pay any money for search engine Standard Banner ads Rich Media Contextual Search Results Video ads Organic Search Display Search Website Paid Search Native Social Sponsored Search: (SEM) Paid Known as Search Engine Marketing Email Used to get ad placements in search results CRM Done via Keyword bidding using Adwords etc Need to pay money for search engine via CPC Content Direct
  • 34. Organic Vs Paid Organic • • • • Paid It‟s free • Time taking • Standard results • Target limited no of • keywords • Goal will first page position.• • Below paid results • • Less traffic • It‟s paid Instant results. Position based on bid Ability to target huge no. of keywords Goal will be lead Above organic results Huge traffic
  • 35. Search Marketing – Organic • Search Engine Optimization, also known as SEO, is the process of increasing the amount of visitors to a Website by ranking high in the search results of a search engine. • The higher a Web site ranks in the results of a search, the greater the chance that site will be visited by a user. It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site. • SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.
  • 36. SEO Components Search Engine Optimization On Page Optimization Of Page Optimization Meta Tags Optimization Link Building Site Structure Content Optimization Landing Pages (Services) Site Loading & Hosting Internal Navigations Social Connections Content Web Site Blogging Press Releases Communities Online Discussion
  • 37. Search marketing (SEO) – Example
  • 38. SEO – Process • Search Engine Optimization (SEO) is a continuous technical & strategic process, which involves improving websites performance to fulfill business needs & goals.
  • 39. SEO - Process On Going Consulting Reporting & Refining Promotion (off Page) Define Objective SEO Process OnPage Optimization Web Site Analysis Competitive Analysis Bench Marking
  • 40. SEO – In detail • SEO has mainly three steps to implement – Step 1: Keyword re-search and competitor analysis • Review site structure and search engine rankings for client website and that of their competitors • Identify keywords that their customers are likely to enter in the search engine to find their website – Step 2: Site optimization (On page) • Optimizing your site will typically take 10-15 business days, depending on goals , no of pages and Complexity of site • A list of recommended keywords to be used in your existing page content – Step 3: Promotional optimization ( Off page) • Typically building quality links to website from niche communities. • Improve online reputation. • Building branding buzz.
  • 41. SEO – Keyword Research Final Keyword List Competitive keywords Keywords specific to product (Brand ) Keywords Used For regular Search Keyword Research All Possible Relative Keywords Specific Keywords ( Competitive)
  • 42. SEO – Keyword Research Tools • Keyword Research is critical task among all in Digital Marketing, which will helps to improve ROI. • List of Major Keyword Research Tools : – – – – – – – Google Keyword Planner. Google Trends. Long Tail Pro ( paid) Word Tracker (Paid) Spyfu Bing Keyword Research Tool You Tube Keyword Research tool ( For Video Optimization)
  • 43. On Page – Google Enabled Attributes
  • 44. SEO – Link Building (Off Page) • Boosting page rank is the next priority for optimized site. When all other factors are equal, search engines will always favor the page with a higher page rank. • Page rank is essentially 'link popularity.' It's a reflection of how many other websites contain links pointed at website. (these are also called 'inbound links' or 'non-reciprocal links.„) • Google, Yahoo, MSN, Ask Jeeves, AltaVista and others place great importance on incoming links. A large number of high-quality incoming links can help your website beat the competition in the search engine rankings • Not all links are created equal. Search engines evaluate the incoming links to determine the 'quality' of the link.
  • 45. Advantages of SEO • • • • • • • • High traffic Visibility around 365 days. Higher sales. Long term value. Profitability ( almost free). High ROI. More brand buzz. Availability across World.
  • 46. Best Practices of SEO • • • • • • • • • • • Enjoy benefits of meta tags. Have fresh & unique content with good keyword density. Maintain regular updates about your product or services. Site‟s navigations ( directory structure) Maintain search friendly URL‟s ( Avoid dynamic URL‟s). Unique landing pages for your services & products. Enable 301 redirect (permanent), 302 redirects(temporary). Custom error pages (404 error page) Enable search in site. Getting links from Gov, Org pages. Getting links from relevant communities
  • 47. Search Marketing – SEM • Search Engine Marketing, also known as SEM, is the process of showing ads next to the organic results. • The ads that are showing are selected based on a bidding algorithm which takes into consideration of relevance of the ads to search results, the keyword bidding prices and also popularity of the keyword • SEM ads are of two types – Search results ads: Ads that are shown next to or on top of the organic results – Contextual ads: Ads that are shown on the websites which uses Google as default search engine
  • 48. SEM Marketing – Example
  • 49. Why SEM ? • Immediate traffic to website. • Able to target exactly unique people who are looking for your services or products. • High click & impression rate compare to organic • Able to reach audience across world. • To improve leads. • To increase ROI. • Able to compete competitor instantly.
  • 50. Sources of Paid Search • Major Portion of Paid Search is captured by Two Major Search giant‟s:  Google Ad Words.  Bing Ads ( Microsoft) Google Ad Words SEM - Paid Search Bing Advertising
  • 51. SEM – Process Defining Goals Assessm ent & Optimiza tion Run Campaign & Monitor Keyword research & Grouping PPC Setup & manage ment Account Set Up – Enable Tracking Multiple Ad Creation Landing Page Develop ment
  • 52. SEM – Paid Search Strategy Paid Search Success Strategy Ad Copy’s Keyword’s Campaign’s Implementation Diversified Ads Relevant Keywords Product Campaign’s Landing pages Conceptual Ads Competitor Keywords Competitive Campaign’s Tracking & Analyzing Geo Targeted Ads Branding Keywords Geo Campaign’s Maintain Quality score Age, Gender Ads Product Keywords Re Targeting Campaign’s Analysis & Re Optimization
  • 53. SEM – Details • SEM involves Selection of Keyword, creation of Ad Copy‟s, creating landing pages and bidding keywords. • Bidding is the process depend upon the competitor for that keywords. • Keyword research tools helps to understand the demand and estimated price per keyword
  • 54. SEM Tools – Keyword • • • • • • • Google Keyword Planner. (Free) Bing Keyword Research Tool Ubersuggest ( Free) SpyFu (Paid) Word Tracker ( Paid) Long Tail Pro ( paid) Micro Niche finder
  • 55. SEM – Tools (Ad words)
  • 56.
  • 57. Search Marketing – Data metrics • Commonly used metrics are – (per keyword) – Impressions (reported), Clicks, click through rate, Conversions, Conversion rate, Return on investment, eCPC, eCPA, • There are measured using Cookies and tags
  • 58. Best Practices – SEM (paid) • • • • • • Have clear view on goals & objective of paid campaign Always set your max. CPC ( Cost Per Click ) Plan tree structure campaigns. Enable conversion tracking. Identify top converting & consuming keywords. Optimize your campaign based on converting keywords. • Enable negative keywords. • Optimize landing page after testing
  • 59. Advantages of Paid Search (SEM) • • • • • • • • Immediate search visibility. Strong branding. Instantly sit with competitor. Local & global targeting. More number of keywords – more reach. Best ROI. High leads & sales. Affordable cost
  • 60. Display Vs Search Display Search Channels •Push marketing strategy • Pull marketing strategy • Includes search, image, video, web networks • Limited to search networks •More focus on habits & interests •More focus to keywords •More time spent & engagement (Videos ) • More conversion compare to display •Banners & creative's act as point of contact •Test act as point of contact
  • 62. Digital Marketing – Social Paid Search: (SMM) Known as Social Media Marketing Used to get ad Standard placements in news feeds Done via subscribing to Rich Media social adverting program Need to pay money for social platforms Contextual Search Results Banner ads Video ads Display Native Advertising: Creating and Maintaining the Social Platform Search Website pages like posts, tweets etc Paid Search Providing content calendar and social media strategy Native No need to pay any money for social channels Organic Search Sponsored Social Email CRM Content Direct
  • 63. Social Marketing – Introduction • Social marketing is the process of creating reach and engagement on-site and off-site with social networks in reference to your own product related content. • The ultimate goal is to enable brands to measure the return on investment for social media activities and make more accurate, customer-driven decisions about social. • Social media marketing is of two types – Native advertising – Maintaining brand pages and influencing users on social marketing – Sponsored ads – Paid content related to the brands
  • 64. Native Social Media • Native social Media will helps to maintain your presence across all social media channels by creating your profile, fan page or business pages to interact with your communities. Why Native SMO – – – – – – Reach your targeted communities instantly. Able to communicate with your followers & friends. Two communication for better services. Create Brand Buzz. Build Loyalty. Free Form of SMO
  • 65. Sponsored Social Media • Sponsored social media will be action as paid source to reach your targeted audience within short span of time across your targeted communities. Why Sponsored SMO: – – – – – – – More reach than organic. Great engagement instantly. Able to target across globe around the clock. Great buzz about brand. High traffic Good conversion Good ROI
  • 67. Why Social Media ? • • • • • • • • Able to connect people across globe. High interaction & engagement. Word of mouth engagement. Two communication channel for your market. To build brand & loyalty. Improve leads & sale. High ROI. Boost traffic and search ranking.
  • 68. Channels of Social Media • • • • • • • • Facebook Twitter LinkedIn Pinterest Google Plus. You Tube. Social Groups Meet Up‟s
  • 69. Social Marketing – Details • Social marketing works on the influencer model. It enables the brand to reach based on the “word of mouth” of the users and their contacts • Brands can create the content which influences the users to like and engagement with it and ultimately create a positive brand affinity and leads to purchase • Social marketing is not designed to drive ROI however its ultimate goal should be bottom line sales.
  • 70. Social Marketing – Data metrics • Commonly used metrics for social marketing – Likes per pages/post, no. of comments, influencer rate, engagement per post, no. of tweets, re-tweets, depth of a tweet. • There are measured using social channels analytics tools for on-site engagement • For the engagement happening regarding the brand is measured via social monitoring tools
  • 71. Facebook • A great virtual platform which connect world with a single account. It is a never-ending virtual social gathering filled with adopted puppies, cute LOL kitties, baby announcements, viral articles and videos, events, groups, organizations and fan pages. • As Facebook has 500 + million people and half (250 million) log into their accounts each day, it is action as the primary source for great traffic & leads. • Now Facebook is more than a social networking. Its a platform and also a search engine (Supported By Bing)
  • 72. Facebook - Organic Vs Paid • Organic reach: The number of unique people who saw your post in news feed or on your page, including people who saw it from a story shared by a friend when they liked, commented on or shared your post, answered a question or responded to an event • Paid reach: The number of unique people who saw your post through an ad which come under sponsor stores, like pages etc.
  • 73. Advantages of Facebook in DM • Approximately 89% of marker says Facebook will give more exposure rather than other social networks. • Great brand awareness & loyalty. • Generate buzz world about your products, news and updates. • Enable direct interaction with end users. • Viral syndication of content. • Great traffic to website (organic & Paid) • Targeted advertising . • Affordable and effective advertising channel.
  • 74. Twitter • In general sense Twitter means “a series of short, high pitched calls or sound”. • When it comes to Digital Marketing it‟s a social media channel which along act as source to send “series of short messages with high pitched “Call to action”, to end users. • As it is basic platform for micro blogging, it act as best way to interact with people in better manner to get quick response.
  • 75. Why Twitter in DM ? • • • • • • • • Direct interact with customers. Enable branding and building brand loyalty. Able to get real reviews, feedbacks and many more. Simple way to viral your message. Increase Loyalty. Able to generate quick news. Good number of leads. High traffic.
  • 76. Best Practices of SMO • • • • • • • • Follow back & interact Be social rather than a brand Determine your voice & tone Keep your updates short & sweet Don‟t over share Be transparent as you can Don‟t go for tools or paid engagement Find what your customers looking for and share
  • 78. Email marketing – Introduction • Email marketing also know as permission marketing is one of the oldest forms of marketing. • There are two types of email marketing. – Explicit permission marketing – Implicit permission marketing • Both are powerful marketing forms, but there is a good probability people will consider them spam if the messages are not relevant over the time • Using the tracking parameters, we can collect different metrics, however these are very different from normal metrics that we collect via websites
  • 80. Email marketing – Details • Email marketing is very effective if maintained as an integral communication channel of campaigns • Its little costly compared to the remaining forms of marketing and need to be maintained for valid customers • Its powerful channel to increase the loyal users and keep them for up-selling and cross-selling • This is also very good medium to conduct surveys
  • 81. Email marketing – Data Metrics • The metrics that are used for email marketing success are, – No. of emails sent – No of successful emails sent – No of emails opened – Open rate – No of emails read – CTR from emails – No of responses – Response rate
  • 82. Advantages of Email Marketing • • • • • • • • • Low cost (bulk email) Target fans of brand. Easy segmentation. Fast response. Global reach. Highly personal. Measurable results. Interactive. Drive good sales.
  • 83. Best Practices of Email Marketing • • • • • • • • • • Establish a clear purpose of communication . Frame content that suits your targeted audience . Plan when should you need to send email. Have clear design &Avoid images. Avoid spam words in content. Have call to action in above the top told. Send mails on regular basis. Monitor the effectiveness of email‟s. Create opt in subject line. Have unique landing pages with call to action.
  • 85. Affiliate Marketing Introduction • Affiliate Marketing is a type of performance marketing which involves rewarding for each visit or lead. • It works on the basic concept of referral marketing, where individual referrals will be awarded with any money or other benefits in services for each referral to business or website. • It differs from other digital marketing channels in terms of scope and functionality.
  • 86. Affiliate Marketing -People • Affiliate Marketing involves four people, “Merchant”, “Affiliate Agencies”, “Publisher” and “ End User‟s” – Merchant: who is owner of website or business who are looking for leads or traffic to their system. – Network: 3 party people, who are acting as source of affiliate process. – Publisher: People who are part of network & responsible for generating traffic or leads through various marketing channels.. – End User: Prospective customer of merchant.
  • 87. Process of Affiliate Marketing
  • 88. Advantages of Affiliate Marketing • • • • • • • • Instant traffic Huge branding. High community engagement. More reach & more traffic. Good number of leads High ROI. More than single target location. High conversion rate.
  • 89. Affiliate Marketing – Data Metrics • The metrics that are used for affiliate marketing success are, – – – – – Number of visits - Cost per each visits Number of Impression - Cost per Miles Number of leads – Cost per lead Revenue per lead – Cost per lead Revenue sharing – Return on invest
  • 91. Strategy – Introduction • Success of any marketing channel or campaign depend on how wisely we select the media channel which suits your business needs and how we communicate with that channels to prospective users. • It‟s taking lots of marketing research, great knowledge in product or services along with deep insight on current marketing conditions. • A successful strategy will be on going cycling process which involves modifying old or available strategy based on performance.
  • 92. Why DM Strategy ? • DM strategy state the best way to choose your marketing mix • Helps in the selection of digital channels. • Helps to reach your prospective use in better manner. • To create more brand identity. • Creates great engagement across all channels. • To build long run relations ship with audience. • To stood in market for long run at minimal cost. • To compete competitor. • Avoids unnecessary cost.
  • 93. Process of Planning a DM Strategy Identify Business Goals Measure performa nce & Compare Run Campaign Analysis of Market Identify Channels Create Campaig n& concepts Setting bench marking Identify User profiles Segment users based on channels
  • 95. Digital Analytics • It involves in every stage of digital marketing which helps to identify, analyze various performance metrics. • It‟s involves lots of statically analysis to fix certain bench marking to measure performance of campaigns. • Flexibility and power of scalability will let you know best platform to choose for campaign. • Open data & integration along with data collection • Big data analysis and visualization.
  • 96. Digital analytics – Details • As the digital analytics covers the “internet” usages, it can be divided into two types 1. On-site: Web traffic information on a particular website. This is the information collected AFTER a user reached the website Ex: No. of users visited the site – Cricinfo.com 2. Off –site: Web traffic information on the internet as a whole Ex: Buzz and sentiment for „Sachin Tendulkar‟
  • 97. Digital analytics – Details • Web analytics practice can be used to analyze the both offline and online outcomes • This web analytics data can include – – – – – KPIs Clickstream Surveys Testing & Targeting Competitive analysis • But most important point is asking the question – Why the outcome is what it is and how it is
  • 98. Context for Digital Analytics • DSS – Decision Support System – A conceptual framework for a process of supporting managerial decision- making, usually by modeling problems and employing quantitative models for solution analysis • BI - Business Intelligence subset of DSS – An umbrella term that combines architectures, tools, databases, applications, and methodologies • BA - Business Analytics subset of BI – The application of models directly to business data – Assists in making strategic decisions • DA – Digital Analytics subset of BA – The application of business analytics activities to Web-based processes, including e-commerce
  • 99. Digital analytics - Introduction SMS Mobile performance data Mobile Apps Standard Banner ads Contextual Search Results Creative performance data Display Video ads Organic Search Search Keyword performance data Paid Search Native Influencer performance data Social Sponsored Email CRM Content performance data Content Direct Website performance data Rich Media a D n i a g l i y Website t t a i l c s
  • 100. Digital analytics – Tools (Omniture)
  • 101. Digital analytics – Tools (Google Analytics)
  • 102. Digital analytics – Data metrics • Visits and visitor reports – Pageviews, visits, visitors, unique visitors • Engagement reporting – Avg pages per visit, avg. time spent on page, avg. time spent on site, bounce rate • Conversions/Goals reporting – Conversions per action, conversion rate • Path Analysis – No. of steps in a conversion path
  • 103. Advantage of Digital Analytics • Able to close the loop between two or more process. • Builds work flow and user experience that best fits product or service. • Proper integration of date across all channels. • Increase performance efficiency of every campaign. • Reduce unnecessary cost. • Better & accurate predictions on campaign performance. • In depth understanding for better strategy.
  • 105. Testing - Introduction • Testing is the technique used to know the actual intent of the customers who are visiting a website • Though a website has a major goal like, content production or e-commence or engagement. There are micro elements that are also part of this. Ex: Looking for careers link in amazon web site. • So its important to know how each group of users are responding to different group of people. • We can use testing to know the known- unknown elements
  • 106. Types of tests • There are many types of testing techniques that are used. Most popular are, – A/B testing or Split testing – MVT testing or Multivariate testing or bucking testing • Any testing technique requires to have the hypothesis ready and the have a clear definition of test elements • By testing, you cant derive new learning‟s other than the elements that we have hypothesis for.
  • 107. A/B testing – Details • AB testing compares the effectiveness of two versions of a web page, marketing email, creative images, landing pages – in order to discover which has better response rates, better conversion rates, etc. • AB testing will test two samples of the test – Control and test groups, to see which single variable is most effective in increasing a response rate or other desired outcome • To be effective, the test must reach an audience of sufficient size that there is a reasonable chance of detecting a meaningful difference between the control and other tactics
  • 108. A/B testing – Tools • Example: A company want to test two banners of a creative reaching out to 5000 people. – – – – First 2500 people got a offer with CTA “Buy now” Next 2500 people got a offer with CTA “Learn more” All other elements of the creative remain the same Record CTR for each banner and that will be the winning banner • Tools that provide that reports are, Google Analytics content experiments, Optimizely, Visual website optimizer, Unbounce, Omniture T&T, Personyze, Plumb5
  • 109. MVT testing – Details • Multivariate technique for testing hypotheses on complex multi-variable systems, especially used in testing market perceptions • Multivariate testing is usually employed in order to ascertain which content or creative variation produces the best improvement in the defined goals of a website, whether that be user registrations or successful completion of a checkout process • Testing can be carried out on a dynamically generated website by setting up the server to display the different variations of content in equal proportions to incoming visitors
  • 110. MVT testing – Details • Dynamic creative optimization is the application of MVT testing. An automatic system will show the high performing creative to audience by testing the algorithm for targeted profiles • In a nutshell, multivariate testing can be seen as allowing website visitors to vote with their clicks for which content they prefer and will stand the most chance of their proceeding to a defined goal • This is one of the high growth area in digital marketing in the current digital marketing. All vendors who support AB testing are supporting this
  • 111. RE – TARGETING & STRATEGY UPDATE
  • 112. Re-targeting – Details • Re-targeting is one of the popular targeting technique that is used today • Re-targeting is used in identifying the group of audience which fits the segment definition and giving them a relevant message for their next visit • This targeting can be applied on specific web-site or on an ad-network or with specific publisher website • Retargeting can happen based on any action. Ex: click on the banner, drop out from the cart, visit to the site etc.
  • 113. Re-targeting – Tools • Retargeting can be done four segment bases: demographic, geographic, behavioral, psychographic • While using this technique, you can use the same message or different messages fine tuned • Currently all ad serving platforms are supporting retargeting for media • Web analytics tools like – Omniture and Google Analytics has also that capacity
  • 114. Updating Strategy • It‟s always good to have immediate plan of action after testing campaign performance. As it gives clear picture on performance of individual channels across every stage. • Modify or update strategy to reach potential customers. • New Strategy will helps to come up with a new market segmentation. • To look at the larger potential market for the problems that needs solutions.
  • 116. Digital Marketing - Approach People Process  Technology – 20%,  People – 30%,  Process – 50% Tech.
  • 117. Digital marketing – Measuring success 5-step process • Step 1: Identify the business objectives – Why your website exists? – What the macro and micro task? – What and how digital channels are used? Etc. • Step 2: Establish goals and identify related KPI‟s – What you want to achieve for your website at the end of a year? – How to want to measure your success? – How do you want to measure the success of your vendors?
  • 118. Digital marketing – Measuring success • Step 3: Set realistic targets to reach them and agree with all stakeholders – How much, defines the success of the efforts? – Do your team and big boss agree for it? – Does your finance team support this? • Step 4: Review target achievement at specific periods – When to review the results? – How often to review the results? • Step 5: Take preventive or corrective actions to maintain the intended course – How to address if a risk is faced? – How to make changes to the initial course of actions?
  • 119. Digital Marketing – Measurement framework 1) 2) 3) 4) 5) Step 0: Research 1) 2) 3) Update the process by the learning’s Update strategy with agreed timelines Feedback to planning For Industry Insights Existing user surveys New user groups Feedback Tie up with research groups Step 1: Plan Step 5: Update 5) Marketing Measurement Framework 1) 2) 3) Measure success Identify the working channels Optimize low performing below channels 1) 2) 3) 4) Step 2: Define Step 4: Measure 1) 2) 3) 4) Step 3: Execute 1) 2) 3) 4) Establish brand guidelines Create content plan Identify target groups Enroll trade associations and groups Plan score cards Define business metrics Define turn-around times Create Quality score for leads Define R&R Identify resources Execute content plan Follow up on the requests Tie up with industry leaders like Google for affiliate marketing
  • 120. Digital Marketing – Framework advantages Value add for Client Strategic win Tactical quick win Low hanging fruits • ROI realization and gap identification • Publisher value gauge • Reduction of wastage by better planning If implemented, estimated value is 5-15% of exposed digital media spend*# • ROI monetization and gap correction • Publisher value negotiation • Increase of effectiveness of media by better targeting If implemented, estimated values is 15-20% of exposed digital media spend *# • ROI maximization by finding the opportunities • Publisher value segmentation • Increase of effectiveness of media mix If implemented, estimated value is 20-25% (>) of exposed digital media spend*# * Calculated by considering testing and targeting techniques and negotiation of better rates * Calculated by considering ad optimization and reduction of bounce rates * Considering visibility & frequency capping and other reports been implemented TODAY Q4 2013 H1 2014
  • 121. For any queries contact: gchoda@digitant.co THANK YOU