Copyright: SKARtec Academy – Digital Marketing Training Centre - 2016

SKARtec Academy

Digital Marketing Session – I

An Introduction

Presented by: Suresh

Session Objectives

23-Oct-16 2

• Course Contents

• Gain an overview of digital marketing and its types

• Explore elements of the online marketing mix

23-Oct-16 3

Course Contents

• Introduction to Digital Marketing

• Basics of the WWW

• Wordpress Website - Wordpress Installation, uploading of themes, necessary plugins, using Inspect Element

• Search Engine Optimization

• Search Engine Marketing - Setting up of AdWords Account, Campaign, AdGroups, Keywords

• Display/ Banner

• Social Media Marketing - FB, Twitter, LinkedIn, YouTube

• Google Analytics – Complete

• Email Marketing

• Social Listening & Online Reputation Management

• Media Planning - Traditional & Digital

23-Oct-16 4

Career opportunities

• Digital Marketing Manager

• Social Media Specialists

• Social Media Expert

• Search Engine Marketers

• SEO Executives

• Conversion Rate Optimizer

• Content Writers

• Inbound Marketing Manager

• Copy Writers

• Content Marketing Manager

• Digital Marketing Consultant

• Web Analytics Specialist

23-Oct-16 5

Digital marketing is the promotion of brands using electronic means across all forms of digital advertising to reach a specific

audience.

What is digital marketing ?

23-Oct-16 6

Why digital marketing ?

Reach large audience

Target right audience

Cost effective

High Return on Investment (ROI)

Scale the business very fast

23-Oct-16 7

Digital marketing goes beyond the Internet

Mobile Phones

SMS/ MMS

Display/ Banner Ads

Digital outdoor Ads

Why is digital marketing important? If you have an unhappy customer on the Internet, he doesn't tell his six friends, he tells his 6000 friends. Jeff Bezos, CEO of Amazon.com

8

Internet users by country

23-Oct-16 9

Indian digital marketing industry:

http://www.internetlivestats.com/

23-Oct-16 10

Types of digital marketing

Primarily there are two types of digital marketing strategies:

• Pull and Push

23-Oct-16 11

Pull marketing

• Pull marketing is all about building brands.

• Customers are pulled towards your brand with targeted messages they care about.

e.g. website pages, blogs, and streaming media (audio, video etc.)

23-Oct-16 12

Six common pull marketing strategies

Pull Digital Marketing

Content Sharing

Media Networking

Blogging Expert

Opinion Expertise Sharing

Online Forum

23-Oct-16 13

Pull digital marketing strategies

• Guest blogging, Free services in exchange for publicity and content sharing

Content Sharing

• Credibility build through media networking

Media Networking

• Blog with highly relevant content and effectively optimized

Blogging

• Use expertise of others to build your brand through their interviews or quotes

Expert Opinion

• Provide your expertise to help others Expertise Sharing

• Create an online network or forum Online Forum

23-Oct-16 14

Push Marketing

Push - you are pushing your message to the target audience irrespective of them wanting to

receive the message e.g. mobile SMS, e-mail

Content is delivered quickly, consistently and users are targeted in a better manner

23-Oct-16 15

Six common push marketing strategies

Push Digital Marketing

Paid Advertising

Social Media

User Incentives

E-mail Newsletters Referral Network

23-Oct-16 16

Pull digital marketing strategies

• Such as pay-per-click ads, text link ads, e-banners etc.

Paid Advertising

• websites like Facebook, Twitter etc. Social Media

• such as loyalty and rewards programs. User Incentives

• support digital marketing campaigns E-mailing Lists

• are sent digitally to the target audience regularly as an update

Newsletters

• provides good quality leads that lead to an exchange of business opportunities.

Referral Networks

23-Oct-16 17

Popular digital marketing tactics

Search Engine

Optimization

Search Engine

Marketing

Email Marketing

Mobile Marketing

Affiliate Marketing

Display Advertising

Social Media Marketing

23-Oct-16 18

Digital marketing tactics

SEO

A form of internet marketing that promotes sites by increasing their

visibility in search engine result pages.

SEM

A process that optimizes website content by including specific

keywords or links associated with that site so it achieves a higher ranking in search engine result

pages

Email Marketing

A popular form of internet marketing that makes use of e-

mails to promote sites, products, services, etc.

Mobile Marketing

Processes that enable companies to connect and engage with their target audience in an interactive and relevant manner through any

mobile device or network

Affiliate Marketing

A form of digital marketing wherein content (banners, links, reviews

etc.) present on a particular website is used to drive traffic to

another.

Display Advertising

Usually appears online in the form of banners having static or animated images as well as

interactive media (audio and video)

Social Media Marketing

Online marketing that is promoted via popular social media sites and

online communities such as Facebook, Twitter, YouTube and

blog sites.

23-Oct-16 19

Role of digital marketing in advertisement world

Digital Marketing is:

• essential for a brand's effective marketing strategy

• changing engagement terms between brands and consumers

• reshaping media consumption across old and new channels

23-Oct-16 20

How is digital marketing different from traditional channels of marketing

Allows two-way communication.

Visitors control interactivity with online media.

Online content pulls people.

Unlimited content can be placed on the Internet.

Online content can easily be localized for various geographies.

Digital marketing is measurable.

Comparison and testing is possible.

23-Oct-16 21

The online marketing mix

e-product

e-price

e-place

e-promotion

23-Oct-16 22

E-product strategies

• No physical contact with the product takes place

• Clear online facts about the product are state like technical specification of a product e.g. tech specs

of gadgets, household electronics

• Buying process is customized for returning visitors.

• Supplementary products are offered with the main product. For example, the chance to buy extra

printer cartridges along with your purchase of your printer online.

• Products can even be customized for users before purchase. e.g. www.nike.com allows you to

customize before you can buy them online.

23-Oct-16 23

E-price strategies

• Pricing is highly competitive as store and staff costs are non existent for online stores.

- e.g. the 10% discount airlines like Virgin Atlantic give is actually from the costs saved from direct selling

• Differential online pricing is not successful always

- e.g. Amazon gave lower prices to first time buyers but withdrew this tactic as it annoyed their

existing loyal customers. Amazon gained negative publicity due to this strategy and therefore had to

withdraw it

• Consumers get best deals at the click of a button.

- e.g. you can view the discounted offer on www.flipkart.com site

• Repeated visits are tracked and customer loyalty is rewarded.

• Option of easy electronic payments

- e.g. you can make payments using PayPal, credit card, etc..

23-Oct-16 24

E-place strategies

• Consumers can purchase directly from manufacturers

• Product delivery within a reasonable time frame should be ensured

-e.g. www.amazon.com has detailed shipping policy that mentions delivery dates for each delivery

option (express, normal, etc.)

• Location of links placed on website are important

-e.g. links placed on www.google.com have high visibility for users

• Knowledge of users determines where these links are placed on web pages.

23-Oct-16 25

E-promotion strategies

• Having a recognizable domain name

-e.g. a domain name such as www.amazon.com is easy to recognize and remember

• Placing banner advertisements where potential customers can reach them

• Utilizing Web public relation (WPR) tactics

-e.g. you can place product/ service related news snippets, articles on your site

• Other popular forms of e-promotion include direct e-mails and e-leaflets

23-Oct-16 26

Key Takeaways

• Digital marketing is as important, if not more, than traditional forms of marketing. Use these

tactics along with the traditional mix for a complete marketing strategy.

• Great content creates and maintains user interest. Under promise and over deliver.

• Reach out to user through multiple forms of marketing all together. Bombard them with the

same message from different angles.

• Digital marketing enables you to measure and see your ROI - return on investment - use the

features across digital marketing tactics and measure your campaign

Thank You

Copyright: SKARtec Academy – Digital Marketing Training Centre - 2016

SKARtec Academy

Digital Marketing Specialist Course

Duration: 1.5 months, 2-3 hours per day. Fee: Rs.8500/- only.

Classroom & Live Online Training through virtual classroom

Access to course materials through membership area on our website.

Lifetime access.

Live Project – Build and promote an E-Commerce website using Digital Marketing tactics learnt.

Domain & Hosting included

Contact Suresh: +91-97414 27564 Email: suresh@skartecedu.in

http://www.skartecedu.in