Introduction to

Digital Marketing

Game-Changing

Techniques

Priyanka Sharma

Webisdom management services Pvt. Ltd.

Key Topics

• Session One- Introduction to Digital Marketing

• Session Two: Display Advertising

• Session Three: Search Engine Marketing

• Session Four: Search Engine Optimization

• Session Five: Social Media Marketing

• Session Six: Mobile Marketing

• Session Seven: Analytics

• Session Eight: Assignment

Session One: Introduction to

Digital Marketing

What’s Happening?

Who’s Thriving?

Introduction to Digital Marketing

• What is digital marketing?

• Search Engine Optimization

• Web Analytics

• Pay Per Click Marketing

• Email Marketing

• Social Media Marketing

• Affiliate Marketing

• Digital Display Marketing

• Mobile Marketing

• On-line Video Marketing and On-line PR

Through the lens of:

• The Marketing Tools

• The Web

• The Mobile Space

• The Social Grid

• Advertising

What is Digital Marketing?

Digital marketing is marketing that makes use of electronic devices

such as computers, tablets, smartphones, cellphones, digital

billboards, and game consoles to engage with consumers and other

business partners. Internet Marketing is a major component of

digital marketing.

Types of Digital Marketing

The 7 C’s of Digital Marketing

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The 7 C’s of Digital Marketing

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Even though the format still runs like

clockwork for advertisers, the future of

advertising is not more display

advertising, it is utilizing the mechanics

and dynamics of the online conversation

in order to create buzz, attention and

interest in arenas where we

are not interrupting

conversations, but

contagiously igniting them

The 7 C’s of Digital Marketing

R u doing the same for your iPhone customers?

R u sending out your

Corporate Sales Team to win this customer

back?

R u replying to

this person with the answer?

R u dealing with

this product revenue threat?

The 7 C’s of Digital Marketing- Conversation

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ATTENTION IS…

a.becoming increasingly

expensive

b. becoming increasingly difficult to hold

…SO THE TRICK IS TO DELIVER VALUE THROUGH

MARKETING BY MAKING PEOPLE’S LIVES EASIER

The 7 C’s of Digital Marketing

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The ability to create tailored marketing messages or products for individual customers or a group of similar customers, yet retain

the economies of scale and the capacity of mass marketing or

production.

The 7 C’s of Digital Marketing

The 7 C’s of Digital Marketing

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The 7 C’s of Digital Marketing

The 7 C’s of Digital Marketing- Collaboration

Dell IdeaStorm Video Richard Binhammer is a digital marketer at Dell who is responsible for reading blogs and other Web 2.0

media and responding to comments about Dell. Dell IdeaStorm is monitored by Dell employees who

ensure that they find and follow up on good ideas. Similar examples are MyStarbucks, RadioShack

Invention Lab

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Products are just things and have

no intrinsic value. It is only when

they are introduced into a situation

(or context) of importance to the

customer that they become valuable.

It is the context surrounding the

product that is important, and it’s in

these situations that companies are

real experts at adding great value.

The 7 C’s of Digital Marketing

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Online Search & Display Ads

Social Media

New media & Widgets

Hub

Twitter, Blackberry/mobile compatible site

LinkedIn, Facebook, Ning, You Tube, Slideshare

Email Marketing

The 7 C’s of Digital Marketing- Convergence

9 Steps to developing your own digital

marketing strategy

1. It all begins with the customer, listen!

2. But don’t forget about your objectives

3. Make sure you know what you’re already doing

4. Play to your strengths and manage your weaknesses

5. Find out what your competition is doing

6. Craft a strategy based on your strengths and capabilities

7. Implement at the speed of light

8. Measure everything in real time

9. Continuously review, adjust and improve the customer experience

Search Engine Optimization

Search engine optimization (SEO) is the

process of affecting the visibility of a

website or a web page in a search engine's

"natural" or un-paid ("organic") search

results.

The higher ranked on the search results

page and more frequently a site appears in

the search results list, the more visitors it

will receive from the search engine's users.

SEO may target different kinds of search,

including image search, local search, video

search, academic search, news search and

industry-specific vertical search engines.

Web Analytics

Web analytics is the measurement, collection, analysis and

reporting of internet data for purposes of understanding and

optimizing web usage.

Pay per click (PPC) Marketing

Pay Per Click - an Internet advertising model used to direct traffic to websites, where

advertisers pay the publisher (typically a website owner) when the ad is clicked.

• With search engines, advertisers typically bid on keyword phrases relevant to

their target market.

• PPC "display" advertisements, also known as "banner" ads, are shown on web

sites or search engine results with related content that have agreed to show ads.

Email marketing is directly marketing a commercial message to a group of

people using email.

It usually involves using email to send ads, request business, or solicit sales

or donations, and is meant to build loyalty, trust, or brand awareness. Email

marketing can be done to either cold lists or current customer database.

Steps involved in Email Marketing are: • Emailer design

• Emailer HTMLization

• Database collection

• Database filtering based on demographics

• Domain verification

• Emailer upload

• Text Emailer

• Database upload

• Bulk Emailers blast

Email Marketing

Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.

• Media buying

• Creating pages and accounts

• Program updates & news feeds

• Articles

• Blogs

• Press releases

• Feedback responses

• Weblink to enquiries and registrations

i) May I help you contact(s) page

Social Media Marketing

Affiliate marketing is a type of performance-based marketing in which a business

rewards one or more affiliates for each visitor or customer brought about by the

affiliate's own marketing efforts.

The industry has four core players: the merchant ('retailer' or 'brand'), the network,

the publisher (also known as 'the affiliate'), and the customer.

Affiliate Marketing

Online Display advertising appears on web

pages in many forms, including web

banners, leader boards, skyscrapers, large

boxes, and other sized graphical ads.

Display ads use eye-catching visuals to

quickly grab catch the attention of website

visitors browsing the pages on which they

are featured.

Display ads are sold on non-search websites

and can be served either by individual

websites, or a publisher’s own ad servers.

Basis banner ads:

I. Cost per mili (CPM) II. Cost per click (CPC)

Samples of typical

banner ads

Digital Display Advertising (Banner Ads)

Mobile Marketing

Mobile marketing - marketing on or with a mobile device such as

a cell phone, enabling the distribution of any promotional/

advertising messages to customers.

Online PR

Online PR- involves activities

geared towards influencing

media and audiences that

exist solely on the Internet.

• Includes search engines,

blogs, news search,

forums, discussion threads,

social networks and other

online communication

tools.

• Focus area- Brand

reputation monitoring and

management.

Online Video Marketing

Online Video Marketing- Making

videos and posting them online is

fairly inexpensive.

• Videos were 50 times more likely to

receive an organic first page

ranking than traditional text pages.

• Online videos stay online forever.

• Money is spend to record a video

once but it could still be getting

views a year later.

• Social media sites and videos go

hand in hand and most sites

encourage video posting and

sharing.

Session Two- Display Advertising

Search Marketing

• Keyword/competitor research

• Keyword selection

• Ad copies selection

• Landing page creations

• Hosting the landing page

• Ad group creation and getting the

campaign live.

• Managing and optimizing the campaign.

• Replacement of certain keywords, ad copies and landing page

to optimize the campaign and achieve better results.

What are Paid Listings?

These are listings that search engines sell to advertisers, usually

through paid placement or paid inclusion programs. In contrast,

organic listings are not sold.

Paid inclusions

- Advertising programs where pages are guaranteed to be

included in a search engine's index in exchange for payment.

- No guaranteed ranking

- Payment made on a Cost Per Click (CPC) basis .

Paid placements

- Advertising programs where listings are guaranteed to

appear in organic listings.

- The higher the fee, the higher the ranking. E.g. sponsored links

and Google’s Adwords

Benefits Of SEM

Potential clients are connected

directly with business.

It enables potential

customers to access online

business whenever they want.

It is the most cost-effective

marketing

strategy.

Enhances chances for growing businesses to get ahead of the competition.

Why SEM?

Imagine you’re a customer shopping for handicrafts but when you arrive at the neighborhood shopping centre you are greeted by rows after rows of faceless stores with no signage telling you what’s available inside – it would be a long and frustrating task to find what you’re after.

Not using search engine marketing means your products and site are basically invisible online. No-one is going to know you sell the best value and quality handicrafts in the whole place unless you guide them to your store with the right marketing.

It is like expecting your customers to be able to find you without making it clear what you’re offering them.

SEM (PPC)

Setting up the campaign

• Deep keyword research for thousands of words

• Competitor analysis

• Ad copy design

• Ad group creation

• Landing page design

• Landing page HTMLization

Campaign setup

• Uploading keywords and ad copies

• Uploading landing page

• Tracking code insertion on landing page

• Bidding the appropriate price for the keywords

Daily analysis of campaign

• Bid price

• Click rate

• Impressions

• Conversions

• Bounce Rate

Campaign optimization

• Checking appropriate bidding

• Enhance keyword selection by removing non -performing keywords and selecting performing/high traffic keywords.

• Making appropriate changes on the landing page if required.

• Make suitable changes to ad- copies if required.

Conclusions- SEM

SEM is one of the most professional and popular ways to generate & increase the customer visits to a

website.

SEM is a form of internet marketing that seeks to promote websites by increasing

their visibility in Search Engine Result Pages(SERPs).

Efficient team of professionals design digital advertisements to enhance online

sales and business promotion of the client’s products.

CLIENT BUSINESS+ SEM =

• Next to Email, Search is

the most popular online

activity.

• Google is the no.1 and

most popular search

engine and is getting

better day by day.

Why SEO Matters?

• SEO is important

because it improves

the odds of someone

finding your company.

• Online visibility can

help your credibility

and brand awareness.

SEO Scope

• Optimized page ranking within 4 months

• Atleast 20% increase in web traffic

• Qualitative improvement in brand presence

• Awareness Creation

• Brand Recall

On Page

Optimization: 1

month

•Meta Tags

Implementation

•Accessibility by web

crawler

•Page Title Assigning

•Code Optimization

•Content Optimization

•Remove duplication

of site content if any

•Image & Video

Optimization

•Improvement in

website navigation

Off Page Optimization:4

months

•Directory Submission

(alternate days)

•Link Building (daily)

•Social

Bookmarking(alternate

days)

•Classified Ads

Posting(alternate days)

•Blog Posting (weekly)

•Article Posting (weekly)

• Forum & Social Network

Posting (daily)

•Reviews & Search Engine

Analysis (1 Month)

Keyword

Research: 1

Month

•Large scale

keyword

discovery

•Search

volume and

competition

analysis

•Client

validation &

confirmation

•Final keyword

selection

SEO Methodology

Best SEO Strategies/Techniques

1. Domain name strategies

• Domain names are traffic magnets.

• Choose a domain name that will increase your search engine ranking.

How?

• Simple, short, no hyphens, no numbers.

• Use keywords, common words, advertising terms, product names.

• Choose a keyword that is important for your business.

2. Linking strategies

The more inbound links the higher the SE ranking

quality of inbound links is critical

How to increase links:

• Good content

• Good outbound links

• Target a list of sites from to request inbound links .

Links for the sake of links can damage search rankings

3. Keywords

• Important in optimizing rankings.

• Keywords are words that appear the most in a page.

• The spider chooses the appropriate keywords for each page, then sends

them back to its SE .

• Your web site will then be indexed based on your keywords .

• Can be key phrases or a single keyword.

Like: education centre, best language centre in Delhi, sales training centre

4. Title tags

• The first thing that a search engine displays on a search return.

• Must keywords in title to be ranked no. 1.

• Should have the exact keyword you use for the page.

• Every single web page must have its own title tag.

Best SEO Strategies/Techniques

5. Meta description tags

• The next important

• Displayed below the title in search results.

• Use dynamic, promotional language.

• Use keywords

6. Alt tags

We include keywords in your alt tags

Best SEO Strategies/Techniques

Search Marketing

• Keyword/competitor research

• Keyword selection

• Ad copies selection

• Landing page creations

• Hosting the landing page

• Ad group creation and getting the

campaign live.

• Managing and optimizing the campaign.

• Replacement of certain keywords, ad copies and landing page to optimize

the campaign and achieve better results.

Benefits Of SEM

Potential clients are connected

directly with business.

It enables potential

customers to access online

business whenever they want.

It is the most cost-effective

marketing

strategy.

Enhances chances for growing businesses to get ahead of the competition.

PPC- Scope Of Work

Setting up the campaign

• Deep keyword research for thousands of words

• Competitor analysis

• Ad copy design

• Ad group creation

• Landing page design

• Landing page HTMLization

Campaign setup

• Uploading keywords and ad copies

• Uploading landing page

• Tracking code insertion on landing page

• Bidding the appropriate price for the keywords

Daily analysis of campaign

• Bid price

• Click rate

• Impressions

• Conversions

• Bounce Rate

Campaign optimization

• Checking appropriate bidding

• Enhance keyword selection by removing non -performing keywords and selecting performing/high traffic keywords.

• Making appropriate changes on the landing page if required.

• Make suitable changes to ad- copies if required.

The Social Grid

zero degrees of separation

= I’m the centre of my universe

Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.

• Media buying

• Creating pages and accounts

• Program updates & news feeds

• Articles

• Blogs

• Press releases

• Feedback responses

• Weblink to enquiries and registrations

i) May I help you contact(s) page

Social Media Marketing

• It is a new buzz in the world, across individuals and corporate.

• Measurable You can keep track of number of followers, fans, users and

members who are part of the group.

• Cost effective medium

• Get instant results

• More accessibility

• Brands and individuals can interact with their clients or customers

directly.

Why Social Media Marketing?

Social Media is …

Reach of Social Media..

• Total users on Facebook 845 million.

• More than 50% of active users log in to Facebook in any given day.

• Facebook has 45 million users in India.

• Average user has 130 friends.

• More than 900 million objects that people interact with (pages,

groups, events and community pages).

• The average time spent 3 hrs per month

• More than 350 million active users currently access FB through their

mobile devices.

• Is on road to become the next Google, is transforming to a Social

Media based Search Engine.

Social Media Marketing- Facebook Rules

Status updates:

Update the status daily with

• The current news of industry trends/current affairs

• Views of professionals

• Management tips, sales tips

• Guidelines for facing interviews, group discussions

E.g.: Seven Tips for Management Success

How Air India Improved its market share

Which will help to get daily attention and increase the number of likes and

visitors.

Helpdesk: Working as a helpdesk for the visitors by replying them immediately and

answering their queries.

E.g.: Thanks for reaching us, how can we help you today?

Social Media Marketing- Quick Tips

Poll Questions: Ask questions on regular basis and also award them with the gifts.

E.g.: Make sure your you comment on today’s blog post to win two free tickets!

This will increase the number of participants and likes rapidly

Social Media Marketing- Quick Tips

Link Posting: We will post variety of links on continuous basis related to

• Effect of training

• latest happenings in the Corporate sector

• management experts views

• biography of young achievers and so on

E.g.: The most amazing success story, how can you improve your English

speaking. / http://www.businessblog360.com/2008/06/05/sameer-gehlaut-youngest-self-made-

billionaire-of-india

Discussions:

Relating to current topics based on -

• Employment

• Sales, is training required?

• Government job versus private job and so on

E.g.: For Selection, Group Discussion or Interview ? Please do comment.

This will help visitors to put their views and the page can be more interesting.

Social Media Marketing- Quick Tips

Contests: Rewarding contests once a

month, to retain fans and

generate new fan base.

Contest organizing becomes a

subject of talk and sharing on

Facebook.

Photograph/Videos:

Uploading photographs, videos of events and certain Marketing

campaigns, winners of contests and tagging these photos, Interview of

CEO’s, sales tips videos. Tagging photos helps in creating a viral effect.

Videos posting like: Three stories by STEVE JOBS…may be

your life will be change after this..!!!!

Social Media Marketing- Quick Tips

Hotel Le Meridien is one of our Highly Satisfied Client

Express your identity/latest trends with features like change in cover

page dressing and content and timeline whenever your audience are

on web or mobile.

Social Media Marketing- Quick Tips

How to Get Ahead

Open

Invite

Listen

Ask

Respond

Share

Question the Macro

Observe the Micro

What’s Mobile Marketing?

Talk + Text + Web + Media + Apps

= Mobile Devices

Mobile Marketing Ways

Web Analytics

Web Analytics

Web analytics is the measurement, collection, analysis and

reporting of internet data for purposes of understanding and

optimizing web usage.

•It is often done without the permission or knowledge of the

user, in which case — particularly with third party

cookies which can be shared between different web sites —

it can be a breach of privacy.

•It can be used as a tool for business and market research,

and to assess and improve the effectiveness of a web site.

• It can also help companies measure the results of

traditional print or broadcast advertising campaigns.

•It helps one to estimate how traffic to a website changes

after the launch of a new advertising campaign.

•It provides information about the number of visitors to a

website and the number of page views.

•It helps gauge traffic and popularity trends which is useful

for market research.

Web Analytics- Categories

There are two categories of web analytics-

Off-site web analytics refers to web measurement and analysis regardless of

whether you own or maintain a website. It includes the measurement of a

website's potential audience (opportunity), share of voice (visibility), and buzz

(comments) that is happening on the Internet as a whole.

On-site web analytics measure a visitor's behavior once on your website. This

includes its drivers and conversions; for example, the degree to which

different landing pages are associated with online purchases.

This data is typically compared against key performance indicators for

performance, and used to improve a web site or marketing campaign's audience

response.

Google Analytics is the most widely-used on-site web analytics service; although

new tools are emerging that provide additional layers of information,

including heat maps and session replay.

Key Performance Indicators

Conversion Rates

• Measure of site's effectiveness in persuading visitors to take a desired action.

• Here conversion means sale of products.

Cost/Conversion/ROI

• Cost of acquiring a customer by which company can measure the success of marketing initiatives.

• ROI and Return on Ad-spend can be calculated.

Visitor Numbers & ‘Stickiness’

User’s demographic details such as their location, mindset, demand, and frequency of visits are recorded along-with duration of visit & pages visited.

The Drivers: Leading the Pack