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DIGITAL-MARKETING
TRAINING
Learn Digital Marketing
Strategies
STRATEGIES - 2017
Presenter:
Dushyant Verma | Marketing Manager
The Digital Group Inc.
ONE-TOUCH Marketing or
Advertising is NOT ENOUGH to get
ATTENTION
CONSUMERS are exposed to MULTITUDES of
INFORMATION
BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to
connect with CUSTOMERS
They need to implement an
INTEGRATED MULTI-CHANNEL
DIGITAL MARKETING STRATEGY
Multiple studies confirm the
importance of MULTI-CHANNEL
DIGITAL MARKETING including:
80% of Consumers need an average of
SIX TOUCH POINTS before they make a
PURCHASING DECISION
Studies from Different sources
recommends TWELVE TOUCH
POINTS per customer for better
results
Startups and SMEs have LIMITED
CAPITALIZATION
Many are reluctant to spend for
MARKETING
MULTI-CHANNEL DIGITAL
MARKETING provides a very COST-
EFFECTIVE alternative that
DELIVERS RESULTS
is Effective in GENERATING
BUSINESS LEADS
Provides CONSIDERABLE SAVINGS
Generates 2.8 times better REVENUE
GROWTH
Allows 3.3 times better OPPORTUNITIES
for EXPANSION
MULTI-CHANNEL DIGITAL
MARKETING:
THE CONCEPT OF
MULTI-CHANNEL
DIGITAL MARKETING
In the INTERNET and SOCIAL MEDIA age, customers can come from
practically EVERYWHERE
Modern Consumers have more CONTROL OVER THEIR CHOICES of
products and services
They want INFORMATION and
CONFIRMATION first before they
buy
Businesses, brands, and
marketers need MULTI-
CHANNEL DIGITAL
MARKETING to reach out to
these types of customers
MULTI-CHANNEL DIGITAL MARKETING is a
strategy that combines various kinds of direct
and indirect marketing channels to generate
favorable actions or responses from targeted
audiences
It may look like a complex web of distinct
channels all working towards a similar end,
and that is connecting with potential
customers
More Potential Customers means Better results
for your business
Digital Marketing Basic
Terminologies
TOUCH POINT Any encounter where customers and businesses engage to
exchange information, provide services, or handle transactions.
CONVERSION
 When a visitor takes the desired action while visiting your site.
This can be a purchase, membership signup, download, or
registration for newsletters.
TRAFFIC
 The number of total visits your site got regardless of the
sources.
ROI (RETURN ON INVESTMENT)
UNIQUE SELLING POINT (USP)
• Also called the Unique Selling Proposition, it is a
factor that differentiates a product from its
competitors.
• Sources of the traffic of the visitors in a website.
TRAFFICCHANNELS
• A performance measure used to evaluate the efficiency of
an investment. It measures the amount of return on an
investment relative to the investment's cost.
PAID TRAFFIC• When a company bids on keywords and makes
advertisements around those keywords to be
displayed on search engines. It also encompasses
any form of paid advertisement that directly points
to your website.
ORGANIC TRAFFIC
• Traffic generated to your website by a Search
Engine; also known as "free traffic".
WEB ANALYTICS
• Tool that measures different information of visitors
of your site ranging from demographic, location,
device, etc.
How to Start a Multi-Channel
Digital Marketing Campaign
4 STRATEGIC STEPS
The 4 Strategic Steps
MARKET RESEARCH
80% of these consumers perform
RESEARCH using digital channels
The KEY to Digital Marketing Success is to
CONNECT and ENGAGE with these types of
consumers
Consumers today have
greater freedom with their
purchasing options
WHY IS MARKET RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Creates a tailored Marketing Strategy
Carefully Plans your marketing activities ahead
Creates an Optimized Digital Marketing Strategy
based on your allocated budget
v
HOW TO DO MARKET RESEARCH?
2. Identify the KEY Products
And Services
1. Identify your UNIQUE
SELLING POINT (USP)
3. Identify your
TARGET MARKET
4. Identify the Goals And Objectives of the
campaign
a.Lead Generation
b.Increased social media followers
c.Boost brand awareness
d.Generate Sales
5. Identify Key Competitors and check their
activities online
HOW TO DO MARKET RESEARCH?
MARKETING STRATEGY
More than 80% OF BRANDS
ARE RAMPING UP ON THEIR
MULTI- CHANNEL DIGITAL
MARKETING STRATEGIES
They can INTEGRATE
display, mobile, social
and video marketing
into their digital
marketing mix
 Provides you with a CLEAR ROADMAP on marketing
 Provides you with a CLEAR APPROACH
towards achieving business goals and
objectives
 Enables you to reach TARGETED
AUDIENCES effectively
 Ensures you spend your ADVERTISING BUDGET wisely
 Increases RESULTS, CONVERSIONS and ultimately your
PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?
 Step 1: Begin with a SNAPSHOT of your
company's Current situation
Digital Presence, Rankings, (Product/Services)SWOT/USP
 Step 2: Describe your TARGET
AUDIENCE.
Geographic, Demographic, Age, Industry, Seniority
 Step 3: List your MARKETING GOALS.
Traffic, Contact forms, Download etc.
 Step 4: Develop the marketing
COMMUNICATIONS STRATEGIES and
Channels you'll use.
 Step 5: Set your Marketing Budget.
HOW TO CREATE A MARKETING
STRATEGY?
Tips:
1.Don't try to develop a marketing plan without an USP.
2.Revisit your marketing plan at least once every quarter
TOP DIGITAL MARKETING
CHANNELS AND STRATEGIES
Search Engine
Optimization
Social Media
Marketing
Pay Per Click
Marketing
Content Marketing
Email Marketing Affiliate Marketing Display Advertising Online Reputation
Management
SEARCH ENGINE OPTIMIZATION
(SEO)
SEO is the process of making your website and
business WORTHY for ranking at the top of SEARCH
ENGINE RESULTS PAGES
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a
search engine
50% of mobile visitors who conducted local
search visited a store within the day. And 34%
conducted on computer did the same.
The SEO Framework
SEO in a Glance
SEARCH ENGINE OPTIMIZATION is good for
BUSINESSES who:
have LONG TERM GOALS of
appearing on the 1st page of
SEARCH ENGINE RESULTS
while getting FREE TARGETED TRAFFIC
and exposure
SOCIAL MEDIA MARKETING
(Paid and Organic)
a
SMM is the process of utilizing the TOP SOCIAL SITES
to create brand awareness, drive conversation and
connect to the most targeted audience as possible
Social media users have risen by
2000 million last 2016
More than 70% of Small Business Owners use
Social Media Marketing.
Source - http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
The Indian online community is crazy
over SOCIAL MEDIA
Indian spend an average of 3.5 to
4 hours each day engrossed in
their favorite social network
India has 216.5 M of active social
media users which is expected to
283 m in 2018
India’s active social media users
are up by 23 percent since March
2015, compared to 26 percent
global rise
Indians are RELYING more on social media
for COMMUNICATING with friends and
loved ones
Facebook Messenger is used by as
much as 85% of Indian Internet
users
Indians are the MOST ENGAGED SOCIAL MEDIA
USERS in the Asia-Pacific region
Social Media Marketing in a Glance
SOCIAL MEDIA MARKETING is good for BUSINESSES
who want to:
Increase BRAND AWARENESS
REACH more people
Drive LEADS
Generate contests and promos
PAY-PER-CLICK (PPC)
MARKETING
PPC Marketing is the process of using top
PPC networks such as Google Adwords to
reach potential customers who:
Already have a NEED for products
and services
Are ACTIVELY SEARCHING for these
needs online
85% of Indians Internet users search and
watch ONLINE VIDEOS about the brands,
products and services they are interested in
before they buy
• Most won’t mind an ONLINE AD
• 83% believe that ADs that provide
RELEVANT INFORMATION can actually
make their lives easier
Google PPC Ads in a Glance
Since the use of Ad Blocker plugins has become rampant since last year,
Companies are now slowly shifting their online advertising method to NATIVE
ADVERTISING
Popular international media websites are
already using this form of advertising in
their sites
It is used by local counterparts including
MSN.com, Yahoo - CNBC.com among
others
Native PPC Ads in a Glance
Ad Network
Native Ads
Native Ads
Ad Network
Native Ads
Native Ads
Native Ads
Add Network
Native Ads
PAY-PER-CLICK MARKETING is good for
BUSINESSES who want to:
 Get TARGETED TRAFFIC quickly
 Generate LEADS and
 Increase SALES and profits
Display
AdvertisingBannerAds,Videos,Test,Images
Display advertising is advertising on websites, which
includes different formats and contains items such as
text, images, flash, video, and audio
 It’s a process of creating ads for your company and
having them appear on other websites.
 You serve your ads through a display network, as
you can do with Google, Facebook, Twitter, and other
Internet giants.
 Then, you pick who you want to target with
your ads so you can be sure you’re engaging
the right people in your customer base.
Display Advertising Framework
(GDN) Google Display Network.
What is Google Display Network?
YouTube and Google
Sites
Partner
Sites
Targeting on the Google Display
Network
On the Google Display Network you can reach a wide range of customers, choose
which sites or pages your ads appear on, and engage people with a variety of
appealing ad formats.
Next are some of the targeting options you can use in your Google Display
Network campaigns.
Contextual Targeting
Serve ads to consumers based on the content they’re reading using the most powerful contextual
technology in the world
Google uses
keywords and
themes to find the
right placements,
showing your ads
on pages that are
the most suitable
match for your
message
Advantages of contextual
advertising:
 You get to reach only those
people who are already
looking for that information
or related information
 You pay only if anybody
clicks on your link
 Such links don't annoy
people
Category Targeting
Serve ads to consumers based on our categorisation of thousands of sites
Choose from over 600 categories
Luxury Auto Sites Travel
Sites
Luxury Goods Golf Sites
Placement Targeting
Serve ads to consumers based on specific sites on the Google Display Network
You can select
specific web
pages, online
videos, games,
RSS feeds, and
mobile sites to
show your ads
AdPlanner allows
you to search for
specific sites
based on the
audience that you
are targeting
Remarketing
97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network
to bring them back to your site.
Display Advertising is good for
BUSINESSES who:
Wants Faster Brand
Building, effective
targeting and real time
Conversion Measuring.
while educating customer and BUILD
TRUST for the brand.
Affiliate Marketing
Join-Promote-Sale-Track--Earn
A Marketing Arrangement by which an online retailer
PAYS COMMISSION to an external website for traffic
or sales generated from its REFERRALS.
Affiliate marketing is one of the oldest
forms of
 marketing wherein you refer someone to
any online product and when that person
buys the product based on your
recommendation, you receive a
commission.
 This commission varies from $1 to
$10,000 depending on what product you
are promoting.
Affiliate Marketing Framework
How it works:
 You find out a product from the promotion.
 You sign up the affiliate program available on their site.
 You get a code or a special link that allows the advertiser or merchant to track the
people who clicked on the link.
 If they purchase the product, you get a commission
 Click Bank
 Rakuten
 Amazon Associates
 Ebay
 Avangate
 Snapdeal
 Flipkart
Best
affiliate
networks in
2017
Becoming an
Affiliate
Marketer
Ad Models:- CPA- Cost per acquisition | CPS- Cost per sale | CPL- Cost per lead
CPC- “Cost per click” | CPM- “Cost per million
Affiliate Marketing is good for
BUSINESSES who:
Doesn’t want to invest HUGE
MONEY IN Marketing & People
Wants to Pay only when you GET
Business.
Earns WEB-TRAFFIC on your website
Particularly
important for
smaller
businesses
* Always check who your affiliates are, since people running shady websites, posting spammy
content just to earn a money from you.
 P o p u l a r i t y
 D i v e r s i t y
 T i m e & E n e r g y
 R i s k
 C o s t
CONTENT MARKETING
Why Content is King
QUALITY CONTENT is part of, all
forms of Marketing's:
Whether it is:
 SEARCH ENGINE OPTIMIZATION
 SOCIAL MEDIA MARKETING
 SEARCH ENGINE MARKETING
 DISPLAY ADVERTISING
Types of Content
(what to produce)
CONTENT MARKETING is a form of marketing FOCUSED on Creating,
Publishing & Distributing Content for a TARGETED AUDIENCE
Online.
 Blog
 Videos
 Podcast
 Infographics, Stories
 Articles, Press Release
 Whitepaper, EBooks
 Webinars
Benefits
CONTENT MARKETING FRAMEWORK
• Find the right
audience.
•Select the channels I;e
search engines, social
media, content sharing
platform
•Liston and track the
response.
•Optimize your content.
•Develop interesting
content such as:
•Blogs, Articles,
whitepapers, Videos,
webinars etc.
•Understand your
audience
•Evaluate Trends
•Keep up with Top
Stories and trends
Plan
Create
Strategy
Create
Involve &
Collaborate
Distribute
Amplify your
Content
Measure
Track Impact
Content Distribution Channels %
Source: Content Marketing Institute
Paid Channels
CONTENT MARKETING is good
for
BUSINESSES who:
Wants to Builds an identity of a
Subject Matter Expert,
THOUGHT LEADERS
ENCOURAGES Customer to Take
Action based on your CONTENT
Keeps your Websites, Blogs and
other MARKETING MATERIALS
fresh.
Email Marketing
Cost effectivewayto reach customers
Email Marketing is vital for Digital Marketing
because:
 44% of email recipient made at least ONE
PURCHASE last based on promotion emails.
 64% of decision makers read their email via MOBILE
DEVICEs.
 44% of B2B marketers rated the lead generated by
EMAIL MARKETING IS HIGH QUALITY.
Email Marketing is the act of sending a
commercial message, typically to a group of
people, using email.
Email Marketing Framework
Framework
Email Planning & Analysis
Elements of an Effective Campaign.
Product
Incentive Call
to action
Content
Right Target
Permission
Right Time
Copy Subject
Line Design
+
LIST
+
CREATIVE
+
OFFER
Email Marketing in a Glance
Email Marketing is good for
BUSINESSES who want to reach there customers
in a COST EFFECTIVE way
Benefits of Email Marketing:
• Email is an easy to reach customers on any device
• Its an effective way to extend your audience
reach, engage new customers and build brand
trust
• Email marketing is cost effective and trackable.
• Its easy to customize and integrate into other
marketing tactics.
Online Reputation
ManagementYouronlinereputation canmakeorbreakyou!
ONLINE REPUTATION MANAGEMENT is the practice of
Crafting Strategies to influence the PUBLIC PERCEPTION
of an Organization, individual on the Internet.
Online Reputation Management (ORM)
is imp for your Business because:
 80 % of consumers Research about
Company before buying online.
 Having NEGATIVE REVIEW’s can
Damage your capacity to win new
business.
COMPANY OR BRANDS needs to be Careful
when
somebody SEARCHES using keywords or
phrases related to Your Business and finds
COMMENTS
such as:
 Never use Again
 Would Not recommend this to anyone
 Worst experience of my life
 Left me in tears
The ORM Framework
Online Reputation
Video &
Graphics
Consumers
Reviews
Media
Coverage
ORM in Glance
ONLINE REPUTATION MANAGEMENT
is good for
BUSINESSES who:
Who wants to IMPROVE OR
RESTORE its Brand Presence.
Eliminate or Weaken
NEGATIVE MATERIALS Found
on Internet
Defeating it with more
positive material to
improve company
credibility and trust.
MARKETING
IMPLEMENTATION
Traditional advertising has lost its dominance and touch
Internet advertising already surpassed AD spending on cable and TV
72% of consumers want to CONNECT WITH BRANDS using integrated
digital marketing strategies
Three Most Important
Aspects of Marketing
Implementation
 The actual marketing STEPS AND
GUIDELINE
 Stick to the MARKETING PLAN and
STRATEGY
 Work CONSISTENTLY
MARKETING OPTIMIZATION
While many have succeeded in their Digital Marketing campaigns, many
have also failed miserably
The reason for failure is NOT that the campaigns lack creativity, quality
materials and qualified personnel
It’s because they failed to
establish Marketing Analysis and
Optimization
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
54% of unsuccessful marketers
FAILED TO INVEST and prioritized
marketing analysis and
optimization
MARKETING OPTIMIZATION
MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
1.Identify what’s working and what’s not
2.Check which marketing channels produce the most traffic and
conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5.Check which keywords have the most traffic (and use them later for
paid ads)
MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
1. Web analytics utilization
2. Data analysis
3. Optimized activities and re-
planning based on actual data
MARKETING OPTIMIZATION
TOP 3RD PARTY ANALYTICS
MARKETING OPTIMIZATION
 Visitors Pageviews
 Traffic Referrals
Traffic Sources
TOP WEB ANALYTICS METRICS
 Average Session Duration Percentage
of New Sessions Demographics
 Mobile and Desktop Users
MARKETING OPTIMIZATION
Analytics Snapshot in a Glance
Analytics Snapshot in a Glance
List of all traffic channels or
sources of visitors that went to
our DMP website.
Organic search tops all of them,
which means our organic
exposure is definitely high!
Thank You!

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Integrated Multi-channel Digital Marketing Strategies

  • 1. DIGITAL-MARKETING TRAINING Learn Digital Marketing Strategies STRATEGIES - 2017 Presenter: Dushyant Verma | Marketing Manager The Digital Group Inc.
  • 2. ONE-TOUCH Marketing or Advertising is NOT ENOUGH to get ATTENTION CONSUMERS are exposed to MULTITUDES of INFORMATION
  • 3. BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to connect with CUSTOMERS They need to implement an INTEGRATED MULTI-CHANNEL DIGITAL MARKETING STRATEGY
  • 4. Multiple studies confirm the importance of MULTI-CHANNEL DIGITAL MARKETING including:
  • 5. 80% of Consumers need an average of SIX TOUCH POINTS before they make a PURCHASING DECISION Studies from Different sources recommends TWELVE TOUCH POINTS per customer for better results
  • 6. Startups and SMEs have LIMITED CAPITALIZATION Many are reluctant to spend for MARKETING MULTI-CHANNEL DIGITAL MARKETING provides a very COST- EFFECTIVE alternative that DELIVERS RESULTS
  • 7. is Effective in GENERATING BUSINESS LEADS Provides CONSIDERABLE SAVINGS Generates 2.8 times better REVENUE GROWTH Allows 3.3 times better OPPORTUNITIES for EXPANSION MULTI-CHANNEL DIGITAL MARKETING:
  • 9. In the INTERNET and SOCIAL MEDIA age, customers can come from practically EVERYWHERE Modern Consumers have more CONTROL OVER THEIR CHOICES of products and services
  • 10. They want INFORMATION and CONFIRMATION first before they buy Businesses, brands, and marketers need MULTI- CHANNEL DIGITAL MARKETING to reach out to these types of customers
  • 11. MULTI-CHANNEL DIGITAL MARKETING is a strategy that combines various kinds of direct and indirect marketing channels to generate favorable actions or responses from targeted audiences It may look like a complex web of distinct channels all working towards a similar end, and that is connecting with potential customers More Potential Customers means Better results for your business
  • 13. TOUCH POINT Any encounter where customers and businesses engage to exchange information, provide services, or handle transactions. CONVERSION  When a visitor takes the desired action while visiting your site. This can be a purchase, membership signup, download, or registration for newsletters. TRAFFIC  The number of total visits your site got regardless of the sources.
  • 14. ROI (RETURN ON INVESTMENT) UNIQUE SELLING POINT (USP) • Also called the Unique Selling Proposition, it is a factor that differentiates a product from its competitors. • Sources of the traffic of the visitors in a website. TRAFFICCHANNELS • A performance measure used to evaluate the efficiency of an investment. It measures the amount of return on an investment relative to the investment's cost.
  • 15. PAID TRAFFIC• When a company bids on keywords and makes advertisements around those keywords to be displayed on search engines. It also encompasses any form of paid advertisement that directly points to your website. ORGANIC TRAFFIC • Traffic generated to your website by a Search Engine; also known as "free traffic". WEB ANALYTICS • Tool that measures different information of visitors of your site ranging from demographic, location, device, etc.
  • 16. How to Start a Multi-Channel Digital Marketing Campaign 4 STRATEGIC STEPS
  • 19. 80% of these consumers perform RESEARCH using digital channels The KEY to Digital Marketing Success is to CONNECT and ENGAGE with these types of consumers Consumers today have greater freedom with their purchasing options
  • 20. WHY IS MARKET RESEARCH IMPORTANT? Better Understanding of your clients Clearly defines your Target Market Creates a tailored Marketing Strategy Carefully Plans your marketing activities ahead Creates an Optimized Digital Marketing Strategy based on your allocated budget
  • 21. v HOW TO DO MARKET RESEARCH? 2. Identify the KEY Products And Services 1. Identify your UNIQUE SELLING POINT (USP) 3. Identify your TARGET MARKET
  • 22. 4. Identify the Goals And Objectives of the campaign a.Lead Generation b.Increased social media followers c.Boost brand awareness d.Generate Sales 5. Identify Key Competitors and check their activities online HOW TO DO MARKET RESEARCH?
  • 24. More than 80% OF BRANDS ARE RAMPING UP ON THEIR MULTI- CHANNEL DIGITAL MARKETING STRATEGIES They can INTEGRATE display, mobile, social and video marketing into their digital marketing mix
  • 25.  Provides you with a CLEAR ROADMAP on marketing  Provides you with a CLEAR APPROACH towards achieving business goals and objectives  Enables you to reach TARGETED AUDIENCES effectively  Ensures you spend your ADVERTISING BUDGET wisely  Increases RESULTS, CONVERSIONS and ultimately your PROFITS WHY IS MARKETING STRATEGY IMPORTANT?
  • 26.  Step 1: Begin with a SNAPSHOT of your company's Current situation Digital Presence, Rankings, (Product/Services)SWOT/USP  Step 2: Describe your TARGET AUDIENCE. Geographic, Demographic, Age, Industry, Seniority  Step 3: List your MARKETING GOALS. Traffic, Contact forms, Download etc.  Step 4: Develop the marketing COMMUNICATIONS STRATEGIES and Channels you'll use.  Step 5: Set your Marketing Budget. HOW TO CREATE A MARKETING STRATEGY? Tips: 1.Don't try to develop a marketing plan without an USP. 2.Revisit your marketing plan at least once every quarter
  • 28. Search Engine Optimization Social Media Marketing Pay Per Click Marketing Content Marketing Email Marketing Affiliate Marketing Display Advertising Online Reputation Management
  • 30. SEO is the process of making your website and business WORTHY for ranking at the top of SEARCH ENGINE RESULTS PAGES SEO is vital for Digital Marketing because: 93% of ONLINE EXPERIENCES begin by using a search engine 50% of mobile visitors who conducted local search visited a store within the day. And 34% conducted on computer did the same.
  • 32. SEO in a Glance
  • 33. SEARCH ENGINE OPTIMIZATION is good for BUSINESSES who: have LONG TERM GOALS of appearing on the 1st page of SEARCH ENGINE RESULTS while getting FREE TARGETED TRAFFIC and exposure
  • 35. a SMM is the process of utilizing the TOP SOCIAL SITES to create brand awareness, drive conversation and connect to the most targeted audience as possible Social media users have risen by 2000 million last 2016 More than 70% of Small Business Owners use Social Media Marketing. Source - http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
  • 36. The Indian online community is crazy over SOCIAL MEDIA Indian spend an average of 3.5 to 4 hours each day engrossed in their favorite social network India has 216.5 M of active social media users which is expected to 283 m in 2018 India’s active social media users are up by 23 percent since March 2015, compared to 26 percent global rise
  • 37. Indians are RELYING more on social media for COMMUNICATING with friends and loved ones Facebook Messenger is used by as much as 85% of Indian Internet users Indians are the MOST ENGAGED SOCIAL MEDIA USERS in the Asia-Pacific region
  • 38. Social Media Marketing in a Glance
  • 39. SOCIAL MEDIA MARKETING is good for BUSINESSES who want to: Increase BRAND AWARENESS REACH more people Drive LEADS Generate contests and promos
  • 41. PPC Marketing is the process of using top PPC networks such as Google Adwords to reach potential customers who: Already have a NEED for products and services Are ACTIVELY SEARCHING for these needs online
  • 42. 85% of Indians Internet users search and watch ONLINE VIDEOS about the brands, products and services they are interested in before they buy • Most won’t mind an ONLINE AD • 83% believe that ADs that provide RELEVANT INFORMATION can actually make their lives easier
  • 43. Google PPC Ads in a Glance
  • 44. Since the use of Ad Blocker plugins has become rampant since last year, Companies are now slowly shifting their online advertising method to NATIVE ADVERTISING Popular international media websites are already using this form of advertising in their sites It is used by local counterparts including MSN.com, Yahoo - CNBC.com among others
  • 45. Native PPC Ads in a Glance Ad Network Native Ads Native Ads Ad Network Native Ads Native Ads Native Ads Add Network Native Ads
  • 46. PAY-PER-CLICK MARKETING is good for BUSINESSES who want to:  Get TARGETED TRAFFIC quickly  Generate LEADS and  Increase SALES and profits
  • 48. Display advertising is advertising on websites, which includes different formats and contains items such as text, images, flash, video, and audio  It’s a process of creating ads for your company and having them appear on other websites.  You serve your ads through a display network, as you can do with Google, Facebook, Twitter, and other Internet giants.  Then, you pick who you want to target with your ads so you can be sure you’re engaging the right people in your customer base.
  • 50. (GDN) Google Display Network. What is Google Display Network? YouTube and Google Sites Partner Sites
  • 51. Targeting on the Google Display Network On the Google Display Network you can reach a wide range of customers, choose which sites or pages your ads appear on, and engage people with a variety of appealing ad formats. Next are some of the targeting options you can use in your Google Display Network campaigns.
  • 52. Contextual Targeting Serve ads to consumers based on the content they’re reading using the most powerful contextual technology in the world Google uses keywords and themes to find the right placements, showing your ads on pages that are the most suitable match for your message Advantages of contextual advertising:  You get to reach only those people who are already looking for that information or related information  You pay only if anybody clicks on your link  Such links don't annoy people
  • 53. Category Targeting Serve ads to consumers based on our categorisation of thousands of sites Choose from over 600 categories Luxury Auto Sites Travel Sites Luxury Goods Golf Sites
  • 54. Placement Targeting Serve ads to consumers based on specific sites on the Google Display Network You can select specific web pages, online videos, games, RSS feeds, and mobile sites to show your ads AdPlanner allows you to search for specific sites based on the audience that you are targeting
  • 55. Remarketing 97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network to bring them back to your site.
  • 56. Display Advertising is good for BUSINESSES who: Wants Faster Brand Building, effective targeting and real time Conversion Measuring. while educating customer and BUILD TRUST for the brand.
  • 58. A Marketing Arrangement by which an online retailer PAYS COMMISSION to an external website for traffic or sales generated from its REFERRALS. Affiliate marketing is one of the oldest forms of  marketing wherein you refer someone to any online product and when that person buys the product based on your recommendation, you receive a commission.  This commission varies from $1 to $10,000 depending on what product you are promoting.
  • 59. Affiliate Marketing Framework How it works:  You find out a product from the promotion.  You sign up the affiliate program available on their site.  You get a code or a special link that allows the advertiser or merchant to track the people who clicked on the link.  If they purchase the product, you get a commission  Click Bank  Rakuten  Amazon Associates  Ebay  Avangate  Snapdeal  Flipkart Best affiliate networks in 2017
  • 60. Becoming an Affiliate Marketer Ad Models:- CPA- Cost per acquisition | CPS- Cost per sale | CPL- Cost per lead CPC- “Cost per click” | CPM- “Cost per million
  • 61. Affiliate Marketing is good for BUSINESSES who: Doesn’t want to invest HUGE MONEY IN Marketing & People Wants to Pay only when you GET Business. Earns WEB-TRAFFIC on your website Particularly important for smaller businesses * Always check who your affiliates are, since people running shady websites, posting spammy content just to earn a money from you.  P o p u l a r i t y  D i v e r s i t y  T i m e & E n e r g y  R i s k  C o s t
  • 63. QUALITY CONTENT is part of, all forms of Marketing's: Whether it is:  SEARCH ENGINE OPTIMIZATION  SOCIAL MEDIA MARKETING  SEARCH ENGINE MARKETING  DISPLAY ADVERTISING Types of Content (what to produce) CONTENT MARKETING is a form of marketing FOCUSED on Creating, Publishing & Distributing Content for a TARGETED AUDIENCE Online.  Blog  Videos  Podcast  Infographics, Stories  Articles, Press Release  Whitepaper, EBooks  Webinars Benefits
  • 64. CONTENT MARKETING FRAMEWORK • Find the right audience. •Select the channels I;e search engines, social media, content sharing platform •Liston and track the response. •Optimize your content. •Develop interesting content such as: •Blogs, Articles, whitepapers, Videos, webinars etc. •Understand your audience •Evaluate Trends •Keep up with Top Stories and trends Plan Create Strategy Create Involve & Collaborate Distribute Amplify your Content Measure Track Impact Content Distribution Channels % Source: Content Marketing Institute Paid Channels
  • 65. CONTENT MARKETING is good for BUSINESSES who: Wants to Builds an identity of a Subject Matter Expert, THOUGHT LEADERS ENCOURAGES Customer to Take Action based on your CONTENT Keeps your Websites, Blogs and other MARKETING MATERIALS fresh.
  • 67. Email Marketing is vital for Digital Marketing because:  44% of email recipient made at least ONE PURCHASE last based on promotion emails.  64% of decision makers read their email via MOBILE DEVICEs.  44% of B2B marketers rated the lead generated by EMAIL MARKETING IS HIGH QUALITY. Email Marketing is the act of sending a commercial message, typically to a group of people, using email.
  • 69. Elements of an Effective Campaign. Product Incentive Call to action Content Right Target Permission Right Time Copy Subject Line Design + LIST + CREATIVE + OFFER
  • 70. Email Marketing in a Glance
  • 71. Email Marketing is good for BUSINESSES who want to reach there customers in a COST EFFECTIVE way Benefits of Email Marketing: • Email is an easy to reach customers on any device • Its an effective way to extend your audience reach, engage new customers and build brand trust • Email marketing is cost effective and trackable. • Its easy to customize and integrate into other marketing tactics.
  • 73. ONLINE REPUTATION MANAGEMENT is the practice of Crafting Strategies to influence the PUBLIC PERCEPTION of an Organization, individual on the Internet. Online Reputation Management (ORM) is imp for your Business because:  80 % of consumers Research about Company before buying online.  Having NEGATIVE REVIEW’s can Damage your capacity to win new business. COMPANY OR BRANDS needs to be Careful when somebody SEARCHES using keywords or phrases related to Your Business and finds COMMENTS such as:  Never use Again  Would Not recommend this to anyone  Worst experience of my life  Left me in tears
  • 74. The ORM Framework Online Reputation Video & Graphics Consumers Reviews Media Coverage
  • 76. ONLINE REPUTATION MANAGEMENT is good for BUSINESSES who: Who wants to IMPROVE OR RESTORE its Brand Presence. Eliminate or Weaken NEGATIVE MATERIALS Found on Internet Defeating it with more positive material to improve company credibility and trust.
  • 78. Traditional advertising has lost its dominance and touch Internet advertising already surpassed AD spending on cable and TV 72% of consumers want to CONNECT WITH BRANDS using integrated digital marketing strategies
  • 79. Three Most Important Aspects of Marketing Implementation  The actual marketing STEPS AND GUIDELINE  Stick to the MARKETING PLAN and STRATEGY  Work CONSISTENTLY
  • 81. While many have succeeded in their Digital Marketing campaigns, many have also failed miserably The reason for failure is NOT that the campaigns lack creativity, quality materials and qualified personnel
  • 82. It’s because they failed to establish Marketing Analysis and Optimization
  • 83. WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT? 54% of unsuccessful marketers FAILED TO INVEST and prioritized marketing analysis and optimization MARKETING OPTIMIZATION
  • 84. MARKETING OPTIMIZATION WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT? BENEFITS of marketing analysis, tests and optimization: 1.Identify what’s working and what’s not 2.Check which marketing channels produce the most traffic and conversions 3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR 4. Uncover NEW OPPORTUNITIES 5.Check which keywords have the most traffic (and use them later for paid ads)
  • 85. MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION 1. Web analytics utilization 2. Data analysis 3. Optimized activities and re- planning based on actual data MARKETING OPTIMIZATION
  • 86. TOP 3RD PARTY ANALYTICS MARKETING OPTIMIZATION
  • 87.  Visitors Pageviews  Traffic Referrals Traffic Sources TOP WEB ANALYTICS METRICS  Average Session Duration Percentage of New Sessions Demographics  Mobile and Desktop Users MARKETING OPTIMIZATION
  • 89. Analytics Snapshot in a Glance List of all traffic channels or sources of visitors that went to our DMP website. Organic search tops all of them, which means our organic exposure is definitely high!