Introduction to

Digital Marketing

Prateek Modi

Introduction to

Digital Marketing

Prateek Modi

Namaste.My name is Prateek and I’m a seasoned marketer with over 7 years of experience in digital.

I work with startups and large companies to develop intelligent and effective online campaigns.

I also work as a digital marketing trainer to help people understand this field.

I hope you enjoy this presentation. Feel free to contact me with questions/suggestions.

Digital Marketing

The What, Why, How, and Where

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, mobile phones, digital billboards, and game consoles to engage with consumers and other stakeholders to promote your products, services and brands.

Internet Marketing is a major component of digital marketing.

In Plain English – Getting found online.

The 7 C’s of Digital Marketing

Customer Content Conversation Convenience Customisation Collaboration Context Convergence

The 7 C’s - Customer

Even though the format still runs like

clockwork for advertisers, the future of

advertising is not more displayadvertising, it is utilizing the mechanics

and dynamics of the online conversation

in order to create buzz, attention and

interest in arenas where weare not interruptingconversations, but

contagiously igniting themContent : “Great, creative storytelling

The 7 C’s - Content

Powerful content tells a powerful story which ignites conversation and spreads

Unlike traditional advertising which “interrupts”, digital marketing works best when you take “permission”

The 7 C’s - Conversation

Are you winning customer love (loyalty)?

Are you listening and talking to your customers?

The 7 C’s - Convenience

ATTENTION IS…a. becoming increasinglyexpensive

b. becoming increasinglydifficult to hold

…IS YOUR MARKETING MAKING PEOPLE’S LIVES EASIER?

1. Advise2. Easily buy3. Exclusive Offers4. Customer service

The 7 C’s of Digital Marketing- Collaboration

The 7 C’s of Digital Marketing- Collaboration

The 7 C’s - Context

Products are just things and haveno innate value. It is only whenthey are introduced into a situation(or context) of importance to thecustomer that they become valuable.

It is the context surrounding theproduct that is important, and it’s inthese situations that companies arereal experts at adding great value.

Search Engine Optimization

Search engine optimization (SEO) is theprocess of improving a website for better visibility In a search engine’s search results.

Higher ranks = More visitors

SEO may target different kinds of search,including image search, local search, videosearch, academic search, news search andindustry-specific vertical search engines.

Why is SEO important?

Why SEO Matters?

• SEO is important as it improves the odds of someone finding your

company online.

• Online visibility canhelp your credibilityand brand awareness.

• Next to Email, Search isthe most popular

onlineactivity.

SEO Scope

• Optimized page ranking within 4 months

• Atleast 20% increase in web traffic

• Qualitative improvement in brand presence

• Awareness Creation

• Brand Recall

SEO Methodology

KeywordResearch: 1Month

•Large scalekeyworddiscovery•Search

volume andcompetition

analysis•Client

validation &confirmation

•Final keywordselection

On PageOptimization: 1

month•Meta Tags

Implementation•Accessibility by webcrawler•Page Title Assigning•Code Optimization

•Content Optimization•Remove duplicationof site content if any

•Image & VideoOptimization

•Improvement inwebsite navigation

Off Page Optimization:4months

•Directory Submission(alternate days)•Link Building (daily)

•SocialBookmarking(alternate

days)•Classified Ads

Posting(alternate days)•Blog Posting (weekly)

•Article Posting (weekly)• Forum & Social NetworkPosting (daily)•Reviews & Search EngineAnalysis (1 Month)

Basics of SEO - Some Strategies1. 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 strategiesThe more inbound links the higher the SE rankingquality 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

SEO Strategies3. 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 sendsthem 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

• Displayed below the title in search results.• Use dynamic, promotional language.

• Use keywords

6. Alt tags

We include keywords in your alt tags

Web Analytics

Web analytics is the measurement, analysis and reporting of internet data to understand audience behaviour.

Google Analytics is the most widely used on-site web analytics service; althoughnew tools are emerging that provide additional layers of information,including heat maps and session replay.

Web Analytics1. Used as a tool for market research, understand audience behaviour, to assess and improve the effectiveness of a web site.

4. Measure results oftraditional print or broadcast advertising campaigns.

2. It helps one to estimate how traffic to a website changesafter the launch of a new advertising campaign.

3. Improve marketing by gauging traffic and popularity of trends

Web Analytics- Categoriestwo categories:

Off-site Web analysis regardless of whether you maintain a website. It includes the measurement ofpotential audience (opportunity), share of voice (visibility), and buzz(comments) that is happening on the Internet as a whole.

On-site Measure data/behavior on your website. This

includes its drivers and conversions; for example, which pages landing pages are getting most

visitors or conversions.This data is typically compared against key

performance indicators and used to improve the overall digital marketing campaign

Web Analytics- Example (Offsite)Google Trends

Web Analytics – Example (On-site)

Pay per click (PPC) Marketing

Pay Per Click - an Internet advertising model used to direct traffic to websites, whereadvertisers pay the publisher (typically a website owner) when the ad is clicked.

• With search engines, advertisers typically bid on keyword phrases relevant totheir target market.

• PPC "display" advertisements, also known as "banner" ads, are shown on websites or search engine results with related content that have agreed to show ads.

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 pageto optimize the campaign and achieve better results.

What are Paid Listings?These are listings that search engines sell to advertisers, usuallythrough 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 toappear in organic listings.

- The higher the fee, the higher the ranking. E.g. sponsored linksand Google’s Adwords

Benefits Of SEM

It enables

Potentialclients are

connecteddirectly with

business.

potentialcustomers toaccess online

businesswheneverthey want.

It is the mostcost-effective

marketingstrategy.

Enhanceschances forgrowing

businesses toget ahead ofthecompetition.

SEM (PPC)

Setting up the campaign•Deep keyword

research forthousands ofwords•Competitor

analysis•Ad copy design

•Ad group creation•Landing page

design•Landing page

HTMLization

Campaign setup•Uploading

keywords andad copies

•Uploadinglanding page

•Tracking codeinsertion onlanding page

•Bidding theappropriateprice for thekeywords

Daily analysis ofcampaign

•Bid price ••Click rate

•Impressions ••Conversions•Bounce Rate

•

•

Campaignoptimization

Checking appropriatebiddingEnhance keywordselection by removing

non -performingkeywords andselecting

performing/high traffickeywords.

Making appropriatechanges on thelanding page ifrequired.

Make suitable changesto ad- copies if

required.

Digital Display Advertising (Banner Ads)

Online Display advertising appears on webpages in many forms, including web

banners, leader boards, skyscrapers, largeboxes, and other sized graphical ads.Display ads use eye-catching visuals toquickly grab catch the attention of websitevisitors browsing the pages on which theyare featured.

Display ads are sold on non-search websiteand can be served either by individual

websites, or a publisher’s own ad servers.

Basis banner ads:I.II.

Cost per mili (CPM)Cost per click (CPC) Samples of typical

banner ads

Let’s talk about Social Media

• A platform to build social networks/ social relations among people who share similar interests, activities, backgrounds or real-life connections.

• Dedicated application that enables users to communicate with each other by posting information, comments, messages, images, etc

What is a social networking website?

Why 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 andmembers who are part of the group.

• Cost effective medium

• Get instant results

• More accessibility

• Brands and individuals can interact with their clients or customersdirectly.

One message on social media…

…has the potential to reach millions

Social Media MarketingAdvertising 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 us

Understanding the Landscape of Digital Media

Social Media Marketing- Facebook Rules

• 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 theirmobile devices.

• Is on road to become the next Google, is transforming to a SocialMedia based Search Engine.

Social Media Marketing- Quick Tips

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 discussionsE.g.:Seven Tips for Management Success

How Air India Improved its market shareWhich will help to get daily attention and increase the number of likes andvisitors.

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

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

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

billionaire-of-india

Create Awesome Content

Social Media Marketing – Content Examples

Social Media Marketing- Quick Tips

How to Get Ahead

OpenInviteListen

AskRespond

ShareQuestion the MacroObserve the Micro

How to Produce Good Content

(its all about content, content content) • Keep your customer in mind

• Entertain, Educate, Surprise, Inform, Elaborate• Be consistent• Use a content calender• Not all ideas are good. Create a massive list• Work on outlines and titles first• Piggy-back when possible

Email Marketing

Email marketing is directly marketing a commercial message to a group ofpeople using email.

It usually involves using email to send ads, request business, or solicit salesor donations, and is meant to build loyalty, trust, or brand awareness. Emailmarketing 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

Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a businessrewards one or more affiliates for each visitor or customer brought about by theaffiliate'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 – An example

Online PR

Online PR- involves activitiesgeared towards influencingmedia and audiences thatexist solely on the Internet.

• Includes search engines,blogs, news search,

forums, discussion threads,social networks and other

online communicationtools.

• Focus area- Brandreputation monitoring andmanagement.

Online Video Marketing

Online Video Marketing- Making videos and posting them online is fairly inexpensive.

• Videos were 50 times more likely toreceive an organic first pageranking than traditional text pages.

• Online videos stay online forever.• Money is spend to record a video

once but it could still be gettingviews a year later.

• Social media sites and videos gohand in hand and most sites

encourage video posting andsharing.

Online Video Marketing – An Example that shows the Power

In the first four days, the video had four million views, swelling to 19 million in three weeks.

On Facebook 6.5 million users have shared it, while 40 radio stations have played it across the world.

At last count in February-end, the video had registered over 46.5 millions views on YouTube

Downloaded by two million people on their mobiles.

Why this Kolaveri Di

Mobile Marketing

Mobile marketing - marketing on or with a mobile device such asa cell phone, enabling the distribution of any promotional/

advertising messages to customers.

What’s Mobile Marketing?

Talk + Text + Web + Media + Apps

= Mobile Devices

Why is Mobile Marketing important?

Why is Mobile Marketing important?

Mobile Marketing - Example

Imagine you walk into a mall on a Saturday evening. Instead of walking through 5 floors, you get notified on your mobile about the best offers going on in your favorite stores.Imagine not having to hunt around for an empty restaurant – you get notified of waiting times!Imagine not having to hunt through thousands of products – you get suggestions on great products based on your purchase history.

1. Spread across 250 store locations2. 73% of the signups made a

purchase3. Helped Kiehls understand product

popularity affordably

9 Steps to developing your own digitalmarketing 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 doing4. Play to your strengths and manage your weaknesses

5. Find out what your competition is doing6. Craft a strategy based on your strengths and capabilities

7. Implement at the speed of light8. Measure everything in real time

9. Continuously review, adjust and improve the customer experience

Do you want more traffic, leads or sales?

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Thank you!