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Introduction to Digital Marketing and Media Planning
The document is an introduction to digital marketing, covering key concepts such as media planning, SEO, SEM, social media marketing, and various forms of online marketing including email and influencer marketing. It discusses strategies, objectives, and the importance of analyzing metrics for effective digital campaigns. Additionally, it highlights practical tools and actionable insights for marketers in different digital channels to achieve their business goals.
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Introduction to Digital Marketing and Media Planning
- 1. An Introduction to DigitalMarketing ANANDAN PILLAI Associate Director (Paid Media) Performics.Resultrix (a Publicis Groupe Company)
- 2. A juggler! Digital Marketer ‘Occasional’ Blogger -Since last 7 years - Social Media, Digital Strategy, Paid Media , (minus SEO) www.anandanpillai.com Researcher - 19 case studies - 1 Book Chapter Social Media Native Twitter, LinkedIn, Slideshare - 7 research papers - 1 Book (Co-Authored) Invited Speaker - MDI, XLRI, Goa Institute of Managemnt, Great Lakes, Symbiosis, MICA, Fore School of Management, Christ University, ICFAI-Bengaluru, Banasthali University
- 3. Agenda • Introduction toDigital Marketing • Media Planning • Live demos of key tools • In-class class study
- 4. Marketing Product Price PlacePromotion Advertising Sales Promotion Public Relations People Processes Physical Evidence Traditional Digital
- 5. Media Industry: India Source:M&E sector 2017: Key Trends, FICCI
- 6. Online Classifieds Social Media Marketing Content Marketing Mobile MarketingContent Marketing Email Marketing SEM / SEO Affiliate Marketing OnlineReputation Management (ORM) Display Advertising D I G I T A L M A R K E T I N G
- 7. SEM What? • Paid adson Search Engines Why? • To drive visibility and consideration How? • Effort – Medium & Consistent When? • Short to medium term (can be consistent) Where? • Google, Bing, Yahoo
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- 9. SEM Building Blocks BrandCampaign Model Campaign Competition Campaign Generic Campaign Campaign Keyword Research Ad copies Landing Page Mi Phone Mi Mobile Mi4, Mi4 6A Redmi Note Oppo phone Cheap mobile phone
- 10. Shopping Ads What? • PaidMerchandising on Google Search Why? • To sales How? • Effort – High & Consistent When? • Short and Long term Where? • Google
- 11. Shopping Ads BuildingBlocks Create a Google Merchant Center https://www.google.com/retail/solutions/merchant-center/ Upload a Product Feed to Merchant Center Link Google Merchant Center Account And Google Ads Account Set up “Shopping Ad” On Google Ads
- 12. Display advertising What? • Visuallyappealing static / rich media images that drive traffic to desired destination Why? • It helps in driving consideration, leads How? • Effort – High & Sporadic When? • Short term Where? • Google Display Network (GDN), Programmatic Advertising, Direct Buy
- 13. Display Advertising BuildingBlocks Creative Assets Suitable Destination Landing Page Sports Music News Lifestyle Technology Entertainment Auto Ecommerce Real Estate Food
- 14. Social Media What? • Createpresence on major & RELEVANT social media channels Why? • It helps in creating community, driving word of mouth, leads etc. How? • Effort – High & Consistent (requires lot of creative content thought process) When? • Long term and consistent Where? • Facebook, Twitter, LinkedIn, Snapchat, Intagram, Pinterest
- 15. Social Media BuildingBlocks S T R A T E G Y O B J E C T I V E C r e a t i v e M e s s a g e Type of Creative Asset C H A N N E L
- 16. Video Advertising What? • Createpresence on major & RELEVANT social media channels Why? • It helps in creating community, driving word of mouth, leads etc. How? • Effort – High, Sporadic (requires lot creative content thought process) When? • Long term and consistent Where? • YouTube, OTT platform (HotStar, SonyLiv, Voot, Amaon Prime, Zee5, Viu etc.)
- 17. Video Advertising BuildingBlocks S T R A T E G Y O B J E C T I V E C r e a t i v e M e s s a g e Video Length – 6 / 10 / 15 / 20 / 30 / 45 / 60 (secs) C H A N N E L
- 18. SEO What? • Organic listingon Search Engines Why? • To drive and maintain brand awareness How? • Effort – High & Consistent When? • Long term Where • Google, Bing, Yahoo
- 19. SEO: Follow Google’sRules •2005 • Websites that get regular visits will be ranked higher. • Google started localizing search from country to city level •2007 • “Universal Search” – Google unifies search operation across YouTube, News etc. Also, launched knowledge graph for hotel, flight, financial, e-commerce etc. •2008 • “Google Suggest” – Auto-complete feature introduced •2011 • “Panda Update” – Weak, duplicate content with too many ads were penalized •2012 • “Penguin Update” – Rewarded quality, organic backlinks and penalized artificial fake backlinks •2013 •“Hummingbird Update” – Semantic search was given more weightage. User’s intent and context were prioritized •2015 • “Mobile Update” – Every website needs to have a mobile version of it. • “Quality Update” – This update focused more on user-experience and content quality •2016 • “Adwords Update”- Dropped RHS paid ads placement and included them to the top of the organic SERP (Search Engine Results Page) results •2017 • “Mobile Interstitial Penalty” – Sites that ran interstitial ad units and where users were required to dismiss those ads manually were penalized • “Fred Update” – Sites that had customized ad units camouflaging with the site’s original content were penalized
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- 21. Blogging What? •Long form contenton varied topics that users are concerned about Why? •It helps in educating users, establishing thought leadership. Also it boosts the SEO efforts How? •Effort – High & Consistent When? •Long term Where? •Own website, Personal blogs (Wordpress, Blogger, Tumblr, Medium etc.)
- 22. Mobile Marketing SMS AppInstall Location Based In-App In-game
- 23. Influencer Marketing What? •Riding onpopularity of celebrities and micro-influencers Why? •It helps in spread word of mouth much faster and in an authentic manner How? •Effort – Low When? •Short term Where? •Celebrity Influencers, Micro-influencers
- 24. Influencer Marketing: GettingIt Right! Celebrity influencers Micro-influencers
- 25. How to findmicro-influencers? www.followerwonk.com
- 26. Email Marketing What? •Sending emailersto user database (owned or purchased) Why? •It helps in nurturing the captive audience and to ensure repeat business How? •Effort – Low but Consistent When? •Medium term Where? •Gmail (GSP), Yahoo Mail, Owned Email Database, Paid Database
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- 28. Paid Email DatabaseOwn Email Database • Website Signups (Leads) • RSS Feed • Store walk-ins • Customers • Call-centers • Social media handles • Gated content • Offline interventions (malls / shopping complexes / education institutes etc.)
- 29. Email Marketing: KeyAspects • Database Relevancy • Get the Subject line RIGHT! (A/B test) • Email Body: Keep It Short and Sweet • Identify the best time to send emails • Follow the schedule diligently • Keep refining the email database • Adhere to appropriate content in follow-up emails • Optimize for mobile devices • Follow ‘Permission Marketing’ principles Sent Received Opened Clicked
- 30. Affiliate Marketing What? •Sort ofmarketplace where large media companies have inventory across various genres (in simple terms they are the middlemen to offer wide inventory) Why? •When you are focused on hard Performance objectives – Leads / Downloads / Sales How? •Effort – Low and Sporadic When? •Short term (but some businesses thrive on this model, e.g. education, BFSI, auto, e-commerce etc.) Where? •OMG, Admitad, icubes, Vcommission, Cashkaro.com, Komli Media, DGM etc.
- 31. How will Imeasure Digital Campaign’s success? How many saw? • Impressions • Opens How many Clicked? • Clicks How many landed? • Website Visits How many interacted / showed interest? • Leads • App engagement • Video views How many converted? • Sales • Downloads
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- 33. What is MediaPlanning? How Many People Can be Reached ? at What Frequency ? to Achieve Business Objectives
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- 35. Awareness Share of Voice Topof the Mind recall Brand Equity Engagement Repeat Usage Average Time Spent Engagement Rate Acquisition Leads Sales / Revenue Footfalls Objectives Marketing Objectives Organization Objectives Sales, Profit, Market Share
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- 37. Intent- Driven 1st party Non- Intent-Driven 2nd party 3rd party Interest based Customers Consumers Influencers Trade Partners Competitors Target Audience SEM Web Visitors Mobile No Email Device IDs Supplier / Partner Platform specific Industry database
- 38. Consumer Decision Journeyvs Digital Channels Non-Intender Intender Research Consideration Purchase SEM Social Display Video Email Mobile
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- 40. Type of Channels ImpactSustenance Closure YouTube Masthead Display Marketing GDN, Programmatic, Native Ads Facebook Lead Gen Affiliate Network CPD 2016 – Rs. 25 lakhs /day 2017-18 – Rs. 75 lakhs / day 2019 - Rs. 1.4 crores / day Property Type Buy Type CPM – Rs. 30 to Rs. 3,000 CPC – Re. 0.30 to Rs. 15 CPV – Re. 0.50 to Rs. 2 CPCV – Re. 1.30 to Rs. 3 CPDn – Rs. 5 to Rs. 50 CPL – Rs. 50 to Rs. 10,000 CPS – 1% to 15%
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- 42. • Product launch •Product feature • Service benefits • Price benefits • Limited Availability / Urgency • Customer / End-Customer benefits • Societal benefits • Achievement / Milestones Communication Message
- 43. Marketing Funnel Stage Facebook Twitter YouTube Programmatic Display Google Search/ GDN Mobile Upper Video, Facebook Live, Cinemagraph Promoted Trend, Videos Masthead Truview, Ads Videos, Rich Media, Expandos, Interstitials GIFs, Static Banners, Text Ads Interstitials Middle Canvas, Collections, Carousels GIF Bumper Ads, GIF GIFs, Static Banners, Text Ads GIF Lower Static Banner, Lead Ads Static Banners Truview Ads with keyword targeting Static Banners Static Communication Type vs Marketing Funnel
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- 45. Geography Creative Max. Exposure NavratriDurga Puja Dussehra Karva Chauth Pre-Diwali Dhanteras Diwali Gujarat 5 Maharashtra 5 UP, MP 6 Punjab, Delhi 4 Karnataka 2 West Bengal 3 Assam, Tripura 1 Tamil Nadu 1 Bihar, Jharkhand 1 Rajasthan 1 Haryana 1 Tamil Nadu 2 Rest of India 3 Campaign Calendar
- 46. July'18 July'18 - Aug'18 Aug'18 Aug'18Aug'18 Aug'18 - Sept'18 Sept’18 Channels Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 Wk10 Wk11 Wk12 Wk13 TV SEM Hotstar YouTube DBM Display FB / Twitter Campaign Flighting
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- 48. Campaign Success Measurement •Business Metrics • Brand Metrics • Digital Channel Metrics • Web Metrics
- 49. Business Metrics • MarketShare • Category Share • Revenue • Profit • App Installs • Average Revenue Per User (ARPU) • Customer Acquisition Cost • Customer Retention Rate
- 50. Brand Metrics –Brand Lift Study YouTubeFacebook Publisher 3rd Party Brand Track
- 51. Analytics – Display,SEM • Impressions • Clicks • CTR = (Clicks / Impressions) *100 • Cost • CPM = (Cost / Impressions) *1000 • CPC = (Cost / Clicks) • Conversions • Cost / Conversion = (Cost / Conversions) • Reach • Cost per Unique Reach • Viewability
- 52. ANALYTICS - Social •Engagement • Facebook – Likes, Comments, Shares • Twitter – Retweets, Replies, Likes • YouTube – Views, Likes, Comments, Dislikes • LinkedIn – Likes, Comments, Shares • Clicks • CTR = (Clicks / Impressions) *100 • Cost • CPM = (Cost / Impressions) *1000 • CPC = (Cost / Clicks) • Conversions • Cost / Conversion = (Cost / Conversions) • Share of Voice • Sentiment Analysis (Positive, Negative, Neutral)
- 53. ANALYTICS – VideoAdvertising • Views • Cost per View • Video completion quartiles – 25%, 50%, 75%, 100% • Cost per completed view • CTR • Viewability
- 54. ANALYTICS – EmailMarketing
- 55. ANALYTICS - Web •Audience • Sessions • Unique Users • Demographics • Time Spent • Bounce Rate • Exit Rate • New vs Returning User • Acquisition • Source – Direct, Search, Referral, Social • Source – Country, City • Behavior • Pages Visited • Site Search • Conversions • Goals • Attribution
- 56. What ? Whom ? How? When ? How much ? Media Planning Summary Where ? Objectives: Organization AND Marketing Target Audience: Intent-Driven vs Non-Intent Driven Types of Channels: Impact, Sustenance, Closure Communication Strategy: Product, Offer, Features, Urgency etc. Campaign flight: Quarterly / Monthly / Weekly Metrics: Business, Brand, Digital, Website
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