The document discusses various digital marketing concepts including types of websites, evolution of the internet and online revenue models, understanding digital media, crafting a digital marketing strategy, search engine optimization, social media marketing, email marketing, and affiliate marketing. Guest speakers from various companies provided an overview of these topics and shared examples and best practices. Attendees participated in exercises to apply the concepts to their own businesses.

2. Farhan Kamal Sr. Manager Marketing ITSec Limited Badar Khushnood Country Consultant Google Inc. Adil Ahmed COO The Symmetry Guest Speakers

3. PRESENTATION OVERVIEW

4. KEY CONCEPTS IN DIGITAL MARKETING

5. KEY CONCEPTS IN DIGITAL MARKETING Types of Websites Search Engines Shopping Websites / Ecommerce Websites Social Networking Websites Review and Rating Websites Information based websites Auction Based Websites Forums Blogs Corporate Websites Web Directories

6. Evolution of the Internet Online Revenue Models Selling Products / Services Software on Demand Services Sell Advertising Contextual Advertising (eg. Adsense) Affiliate Websites Membership Websites (content, games, etc) Renting out database of users

7. KEY CONCEPTS IN DIGITAL MARKETING Understanding Digital Media Rank Brand Unique Audience (000) Active Reach % Time Per Person (HH:MM:SS) 1 Google 94,469 65.40 0:29:43 2 Yahoo! 81,677 56.54 1:11:56 3 MSN/Windows Live 68,706 47.56 0:52:36 4 Microsoft 58,978 40.83 0:19:17 5 AOL Media Network 50,626 35.05 1:27:08 6 Facebook 41,944 29.04 1:12:20 7 YouTube 41,416 28.67 0:24:13 8 Fox Interactive Media 37,289 25.81 0:33:53 9 Apple 29,055 20.11 0:54:12 10 eBay 27,288 18.89 0:51:06

8. CRAFTING A DIGITAL MARKETING STRATEGY

9. KEY CONCEPTS IN DIGITAL MARKETING Some Good Examples…

10. KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME Can you acquire the .com extension of the domain? Is it short and simple? Is it easy to spell and read? Is it easy to recognize and remember? Is it easy to pronounce? Is it pronounced in only one way? Is it pronounced in all languages (for international markets)? Is it Suggestive of product benefits? Is it always timely? Is it legally available for use?

11. KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME List down what your business does. Anything and everything you could associate with your brand Fast First Flower Gift Same day Emotions Expression Online shop Fresh Bloom Blossom Heaven

12. KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME www.BloomHeaven.com

13. KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME Some Best Practices Buy first, publicize later Buy the .net, .org & any relevant country-specific domain names as well Buy misspelled variants Buy Generic variations (hint keywords) Set on auto-renew / buy for more years 5 / 10 Check to see if the domain is banned

14. KEY CONCEPTS IN DIGITAL MARKETING Helpful Resources www.domaintools.com www.Thesaurus.com Online Forums Industry news and publications

15. Exercise 1.1 Write down 3 business name suggestions for your future business. Write down 5 brand names you think meet the good brand name criteria Write down 5 bad names you think should be changed with a short reason. Exercise time: 15 minutes.

16. KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… Step 1 - Keyword Research Identify demand Make your website relevant to your users Learn customer insights Tools: Keyword Suggestion tool by Google KeywordDiscovery.com Wordtracker.com

17. KEY CONCEPTS IN DIGITAL MARKETING Keywords Advertiser Competition Approx Search Volume: February Approx Avg Search Volume flowers 1 24900000 24900000 flower 1 13600000 9140000 send flowers 1 368000 165000 flowers shop 1 6600 12100 flowers delivery 1 246000 110000 ftd flowers 1 40500 27100 tropical flowers 1 60500 49500 fresh flowers 1 165000 90500 funeral flowers 1 74000 49500 wedding flowers 1 450000 301000 silk flowers 1 165000 135000 flowers wholesale 0.93 135000 90500 order flowers 1 74000 40500 flower delivery 1 823000 368000 flower shop 1 450000 246000 Taken from Google Keyword Tool

18. KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… Step 2 – Website Structure Organize keywords keeping your customers in mind Create structure based on personas Tools: Pen and Paper Competitor research

19. KEY CONCEPTS IN DIGITAL MARKETING Website Structure

20. KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… Step 3 – Wireframe Visualize how your website will /should look like without the help of a designer Tools: Pen and Paper Competitor research

21. KEY CONCEPTS IN DIGITAL MARKETING Wireframe Diagram

22. KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… Step 4 – Choosing a Content Management System Easy to use and helps to keep up with your pace Affordability Technical expertise required

23. KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… Step 5 – Getting Designed Closely reflects your brand’s identity Structure according the document made earlier Human Friendly URLs Tools Hire a designer Buy a template Use free templates

24. KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… Step 6 – Writing Content Choose a professional web content writer Create unique and interested content

25. KEY CONCEPTS IN DIGITAL MARKETING Starting Out Online… Step 7 – Tools to place Apply Analytics software (Google Analytics) Website Optimizer Submit Sitemap Goal Tracking

26. KEY CONCEPTS IN DIGITAL MARKETING We Now Have A business proposition A unique brand name A domain name Up and running website.

27. Exercise 1.2 Write down 5 keywords you think your customers will use to find you through search engines. . Exercise time: 5 minutes.

28. ROUNDING UP SEARCH ENGINE MARKETING

29. ROUNDING UP SEARCH ENGINE MARKETING

30. ROUNDING UP SEARCH ENGINE MARKETING

31. ROUNDING UP SEARCH ENGINE MARKETING Why You Can’t Afford not to SEO Your Website Free traffic for lifetime Industry recognition Large volumes of traffic

32. ROUNDING UP SEARCH ENGINE MARKETING Evolution of Search Engines – How it All Started Evolution of Commercial Internet Web growing at an exponential rate People think about organizing the data Directories start their business. Yahoo and Dmoz

33. ROUNDING UP SEARCH ENGINE MARKETING The Web Directory Age… PROS High Quality websites only High relevancy in respective categories Human Factor CONS Time consuming to index No website content search

34. ROUNDING UP SEARCH ENGINE MARKETING Enter Search Engine Age

35. ROUNDING UP SEARCH ENGINE MARKETING The Search Engine Age… PROS Faster Indexing Site content indexing Automated – No human error CONS Low quality results No human element Prone to spammy results Easy to crack code

36. ROUNDING UP SEARCH ENGINE MARKETING The Search 2.0

37. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed Earlier Search Engines Rely on on-site relevancy Google Rely on off-site relevancy Pagerank®

38. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed

39. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed

40. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed POPULARITY = LINKS FROM OTHER WEBSITES

41. ROUNDING UP SEARCH ENGINE MARKETING Buy Links Ask for Links Exchange Links Build own websites and link

42. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed Search Engines want Naturalism to prevail

43. ROUNDING UP SEARCH ENGINE MARKETING The Search 3.0 Who’s saying it? Authority of the website linking to yours 2 . Is it unbiased? The website is not owned by you 3. Is it relevant The topic / theme of the website 4. Is the vote self created is it from blog or forum comment.

44. ROUNDING UP SEARCH ENGINE MARKETING The Search 4.0 The Human Factor Human Editors to review the top categories Click through ratio of a website with respect to its position Toolbar data Personalized search

45. ROUNDING UP SEARCH ENGINE MARKETING FOOL PROOF SEARCH ENGINE OPTIMIZATION STRATEGY

46. ROUNDING UP SEARCH ENGINE MARKETING Onsite Things to do Keyword Research Site Structure Build Unique and Compelling Content

47. ROUNDING UP SEARCH ENGINE MARKETING PHASE 1 – Starting out… Directory Submission – Paid and Unpaid Send out press releases Ask friends, associates and partners to link to you Submit Sitemaps in Google, Yahoo and MSN Offsite things to do

48. ROUNDING UP SEARCH ENGINE MARKETING PHASE 2 – Doing the groundwork… Find out the news makers and writers in the industry (hint bloggers) Build relationship and alliances with relevant people on Facebook, LinkedIn, twitter, Digg, Stumbleupon, Delicious etc. Keep commenting on their blogs, and other relevant forums

49. ROUNDING UP SEARCH ENGINE MARKETING PHASE 3 – Link Baiting – Differentiating yourself from Rookies Create a free tool, ebook, whitepaper, giveaway Run a contest Offer guest posts Offer free services Attack, Agree, Disagree, Have an opinion (requires a blog) Interview or get interviewed Send gifts to Bloggers, News editors Say something funny

50. ROUNDING UP SEARCH ENGINE MARKETING Buy keyword rich domains with authority Buy links on high authority websites. Create multiple websites for all legitimate reasons. Regional Domains, Forums, Blogs, Video Site etc and link them together. Shortcuts and Boosters

51. ROUNDING UP SEARCH ENGINE MARKETING Don’t buy penalized domains It takes a few months to get in the search results Anchor Text is important but let it be natural Get your file names and structure right Don’t worry too much about factors such as keyword density, pagerank, etc. Things to remember

52. ROUNDING UP SEARCH ENGINE MARKETING Rounding up Online Advertising Adil Ahmed COO The Symmetry

53. Exercise 2.1 Write down 3 strategies you would use to acquire one-way natural links to your website. Exercise time: 20 minutes.

54. ROUNDING UP SEARCH ENGINE MARKETING

55. ROUNDING UP SEARCH ENGINE MARKETING Branding almost always requires repeat exposure – this is why frequency matters. Branding only becomes efficient when you can reach a lot of people cheaply – this is why reach matters. The end goal of branding is to implant enough good associations about your product/brand/offer in the mind of the prospect to get them to buy from you once. Why it Works?

56. ROUNDING UP SEARCH ENGINE MARKETING

57. ROUNDING UP SEARCH ENGINE MARKETING Search Engines bridge the gap between buyers and sellers Why it Works?

58. ROUNDING UP SEARCH ENGINE MARKETING

59. ROUNDING UP SEARCH ENGINE MARKETING Buyers Sellers

61. ROUNDING UP SEARCH ENGINE MARKETING Rs.10,000 initial investment in AdWords Rs. 10 CPC ≥ 1,000 clicks 10% conversion rate = 100 sales Average sale = Rs. 1000 Rs.10 K investment returns Rs.100 K in sales Reinvest profits, increase budget

63. ROUNDING UP SEARCH ENGINE MARKETING

64. Google Network Basics – Ad Distribution The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads These properties include: Search sites, content pages, newsletters, email services & discussion boards Search partners, including: Google properties, including: * Source: comScore Media Metrix (September, 2004) The Google Network reaches over 80% of Internet Users worldwide* Content publishers, including: network Other 20% 80%

65. ROUNDING UP SEARCH ENGINE MARKETING Google technology places your ad on the most relevant content pages

66. ROUNDING UP SEARCH ENGINE MARKETING Reach to network Set Region Preference Set Language Preference Campaign Creation devices to display ads on Type of Bidding Daily Budget Ad Scheduling

67. ROUNDING UP SEARCH ENGINE MARKETING Set CPC Bids for keywords Set keywords and Match type Create Ads Ad Group Level Target Placements Assign / Create a Landing Page

68. Basic Definition: CTR Impression: The appearance of your ad on Google or one of partner sites Clicks Impressions = CTR (expressed as %) CTR: clickthrough rate

69. CTR Examples 20 clicks 1000 impressions = 0.02 = 2% Example Advertiser A: CTR is how Google measures relevance 3 clicks 100 impressions = 0.03 = 3% Example Advertiser B:

70. Quality Score Click through ratio Landing Page Quality Advert Copy Pagerank

71. Quality Score High Quality Score = Higher Ranks with Lower Cost per click

72. ROUNDING UP SEARCH ENGINE MARKETING Website Optimizer to test different versions of the landing page Conversion Optimizer Traffic Estimator Keyword Tool

73. Exercise 2.2 Define characteristics of your campaign Target region Target Language Daily Budget Max cost per click Max cost per acquisition A sample adwords ad Exercise time: 20 minutes.

74. ROUNDING UP SEARCH ENGINE MARKETING Badar Khushnood Country Consultant Google Inc. Benefits of Using Google Adwords

75. SOCIAL MEDIA MARKETING

76. “ Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”. What is Social Media Marketing

77. Website traffic Growing brand awareness (a softer value, takes longer to build) Creating a positive brand association and keeping it there Why Social Media Marketing

78. Paid Approach Buy Advertising Space Targeted pay-per-click advertising Crafting a Social Media Marketing Strategy

79. Create a Profile Update regularly with promotions and news Crafting a Social Media Marketing Strategy

80. Video Channels Upload videos on a dedicated channels on Youtube, Metacafe, DailyMotion.com Crafting a Social Media Marketing Strategy

81. Widgets and Gadgets Make them into widgets, gadgets, and Facebook applications and launch them out on the social Web. If they're great, people will post them to their profiles, start pages, and desktops. Crafting a Social Media Marketing Strategy

82. Blogging Share insights, expertise, standout as a thought leader. One to one personalize communication Crafting a Social Media Marketing Strategy

83. Digg Submit interesting content Other users vote for content Top content gets to the main Expect 100000000 visitors

84. Stumble Upon Friends refer friends sites to visit Expect hundreds of visitors

85. LinkedIN Business networking Contacts, Events, Information

87. Exercise 3.1 List down 3 social media websites where you would like to promote your website. State a short reason for each. Exercise time: 15 minutes.

88. EMAIL MARKETING

90. How to Build a Quality Database Start with Clients, Associates, Friends, business cards Place a signup box on your website, and give out something in exchange for a signup. Keep signup process easy and simple, Single opt-in. Ask for no more than just an email address Ask and give links to share the email Ask visitors to signup when they receive the email

91. Timing Your Emails Create a calendar ahead of the year. Choose the right days and times of the week. Be ready to send emails on special occasions Try to acquire information from clients, example birthday emails.

92. Writing Compelling Emails Lesser graphics, think about mobile devices Short, sweet and crisp Address user with name Explanatory subject lines Make your emails action oriented to track success Offer Opt-Out Alternatives

93. Improving Deliverability choose an IP address or two and slowly build up credibility Should come from the same sender address as your other e-mail messages on that list. Physical address in the footer Provide link to opt-out Option to view email message online Option to subscribe to RSS instead

94. Exercise 4.1 Write 3 strategies you will use to grow your email database Write down 3 subject lines of a promotional email you will send to your customers Exercise time: 15 minutes.

95. AFFILIATE MARKETING PRIMER

96. WHAT IS AFFILIATE MARKETING Website owners registers with merchant website Places various links, banners, and products on web site. When her visitors click through on these links makes a purchase web site owner is paid a commission for generating the sale.

97. WHY AFFILIATE MARKETING It's Pay for Performance! You only pay when the desired action / objective is met Sale Lead Signup Subscription

98. SETTING UP AN AFFILIATE PROGRAM Define Program Objectives What action you want to pay against (per sales / lead etc) How much you can pay (commission) Cookie Tracking (repeat sales commission) Tiers or not. (offer affiliates to recruit for you)

99. WHAT IS AFFILIATE MARKETING Affiliate Program Software In-House Software More control No commission to pay Low trust level of affiliates Expensive development Less reliable 3 rd party software Commission per sale Monthly retainer fee High trust level of affiliates Free upgrades Free fraud detection More reliable software

100. SETTING UP AN AFFILIATE PROGRAM Recruiting Affiliates Affiliates will signup from the affiliate network (CJ, ShareASale.com Send program introductions in affiliate forums (ABestWeb.com) Register in Affiliate Directories Contact Affiliates directly. Advertise on Google.

101. SETTING UP AN AFFILIATE PROGRAM Managing Affiliates Offer timely promotions and marketing collateral Create one to one communications Offer tailored solutions for performing affiliates Offer incentives and bonuses

102. Exercise 5.1 List features of your affiliate program briefly. Write down 3 ways you would find and recruit affiliates Exercise time: 15 minutes.