Introduction to Digital Marketing

VEDANT KHANDELWALMBA-NIT Trichy

MyLivPro

What is Digital Marketing? Framework of Digital Marketing Digital Marketing Strategy Market Research Content Marketing Strategy User Experience Design Web Development and Design Writing for Digital

What we will learn…

Customer Relationship Management Search Engine Optimization Search Advertising Online Advertising Affiliate Marketing Video Marketing Social Media Channels Social Media Strategy

What we will learn…

Email Marketing Mobile Marketing Data Analytics Conversion Optimization

What we will learn…

Digital Marketing - Definition

Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

Digital marketing is powerful in two fundamental ways.

1. The audience can be segmented very precisely.2. The digital sphere is almost completely measurable.

Crowd Sourcing Crowd Funding Micro tasking

Learn a few words…

Framework

Framework

API Cluetrain Manifesto Market Share Metric ORM PPC ROI RSS SEO

SMS SOAP Strategy Tactic WebPR XML

Key terms to learn

One-line summary:

Nike transformed its marketing strategy by embracing key digital strategies such as data analytics, social engagement and storytelling.

One of the outcomes : Nike share prices rose by 120% between 2010 and 2012 – an important consideration, since every business aims to make money, after all.

Case Study 1 : NIKE

The Internet is built for research Key concepts:

◦ • Research methodology◦ • Qualitative and quantitative data◦ • Primary and secondary research◦ • Sampling

Market Research

Bounce Rate Data Focus Group Hypothesis Listening Lab Ethonography ORM Primary/Secondary

Research

Qualitative/Quantitative Data

RSS Research

Community Sample Size Sentiment Significance

Key terms to learn

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action (Content Marketing Institute, 2013).”

Content Marketing - Definition

Content components◦ • Substance: Who are you trying to reach, and

why?◦ • Structure: Where is your content? How is it

organised? How do people find your content?

People components◦ • Workflow: How does your content happen?◦ • Governance: Politics, guidelines and standards

(Halvorson, 2010).

An always-on-content strategy approach builds relationships andengagement.

One-line summary:

Coca-Cola develops a content strategy in order to double sales by 2020 and redefine their business

Use of storytelling

Case Study – Coca Cola

Above the fold Accessibility Breadcrumbs CTA Content Audit Content Strategy Convention Conversion Credibility Information

Architecture Navigation Prototype Responsive Design Sitemap Usability UCD UXD UI Wireframe

Key terms to learn

Alt text Common page

elements Dpi Flash HTML HTML5 Informative

Architecture Landing Page

Meta data Native Mobile

Application Robots.txt SERP URL Web Application

Framework W3C Web Server

Key Terms to learn

Responsive Website

Mobile site, Native app and Responsive site

I don’t like coding and I haven’t learn coding!!

BUT

I have designed my website myself!!

http://www.mylivpro.com

My experience on building a website

Case Study - MyLivPro

Customer Customer – centric Customer – driven CLV CRM Data Data Mining KPI Model

Metric Prospect Stakeholder

Key terms to learn

CRM model

As you can see, a good CRM strategy turns strangers into customers, customers into friends, and friends into advocates for your business.

They used traditional CRM Problem –

◦ • Human error in recording in customer details◦ • Individual records being kept within different

divisions Solution and Result –

◦ Oracle Integrated CRM ERP system◦ • More efficient sales management◦ • Speedier quotations◦ • Improved approvals processes

Case Study – Fuji Xerox

“Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results.”

Alt text Anchor text ASO Back link Canonical Domain Name Flash Heading Tags Home Page

IP Keywords Key phrase Landing page Link bait Meta tag PageRank XML Sitemap

Key Terms

SEO

Ensure that you create remarkable, valuable content that people want tolink to.

Avoid hidden text or hidden links. Don’t use cloaking or sneaky redirects. Don’t send automated queries to Google. Don’t load pages with irrelevant keywords. Don’t create multiple pages, subdomains, or

domains with substantially duplicated content. Don’t create pages that include malicious

behaviours such as phishing or installing viruses, trojans, or other malware.

What not to do!!

Don’t create pages that include malicious behaviors such as phishing or installing viruses, Trojans, or other malware.

Avoid ‘doorway’ pages created just for search engines or other ‘cookie cutter’ approaches, such as affiliate programs with little or no original content. If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.

Avoid link farms and focus on attracting quality, valuable links.

What not to do!!

SEARCH ADVERTISING

“Search advertising, also called pay-per-click (PPC) advertising, is a way to advertise your business or product directly on search engine results pages, where the advertiser pays only for each click on their advert.”

Clickthrough CTR Conversion Rate CPA CPC Google Adwords Impression Organic Result Paid Search ads

Quality Score ROI Search term SERP Sponsored Result

Key Terms to learn

Main Constituents of Adwords

“Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons.”

Building brand awareness Creating demand Satisfying demand Driving direct response and sales

Objectives of Online Advertising

• Premium booked media • Advertising networks • Advertising exchanges • Social media advertising placements • Mobile advertising • Ad servers

How to get your ads online?

Keep track of your advertising

“A marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals.”

Affiliate Commision Cookie CPA CPC CPL Merchant Referrer Revenue share

Session Traffic URL XML

Key terms to learn

For example, here is the URL of a product on a retailer’s website:

http://www.firebox.com/product/1201

Here is the URL for the same product, but with affiliate tracking:

http://scripts.affiliatefuture.com/AFClick.asp?affiliateID=238&merchantID=214&programmeID=3897&mediaID=0&tracking=cube_world&url=http://www.firebox.com/index.html?dir=firebox&action=product&pid=1201&usg=AFQjCNGdHpzAasCefzDnyUBPxnagxqzvTA

You can see some of the information being recorded. It has been shown in bold in the URL:

• The affiliate network – Affiliate Future• The ID of the affiliate (238)• The ID of the merchant (214)• The ID of the programme (3897) (a merchant may have more

than one programme on a network)• The media used (0)• The destination of the click

Key terms and concepts

Key terms and concepts

Infographics

Videos are powerful because they can have a strong emotional effect on viewers – it’s no secret that funny, shocking, amazing and inspirational videos do particularly well online.

Its cheap and easy. To get started with making video marketing

content, you will need:◦A camera.◦A microphone ◦Video editing software

Video Marketing Strategy

Video content include:◦ How-to guides and tutorials ◦ Conference talks◦ idea presentations◦ Valuable industry updates◦ Educational lectures◦ Product reviews and advice◦ Entertainment

Video ads: These are simply adverts that are filmed and formatted for online use. These can be existing TV commercials that are shared online, or custom ads made specifically for the web.

Video content vs Video ads

This means that the content spreads from person to person through the web at a very high rate, attracting an exponentially growing audience as it gains popularity. The key to this viral effect is social media, where each user is connected to a wide

network of others and can easily share content with their friends.

Going viral

No body knows the exact recipe, but we’ll try our best :◦ Address a currently trending topic.◦ Make it enticing.◦ Make it remarkable.◦ Make it unique.◦ Make it shareable.◦ Make it short.

How to go viral?

Identifying your audience Planning and concept Producing the video Choosing and uploading to platform Optimising

◦ Video title is very important.◦ Use informative, long descriptions.◦ Use the tags to input several keywords.◦ Encourage comments, subscriptions, ratings,

embedding and sharing.◦ Optimise the thumbnail.◦ Use annotations◦ Upload videos regularly

Video production step by step

SOCIAL MEDIA CHANNELS

For image sharing-

For image sharing-

For video sharing-

For blogging -

For microblogging -

Social media can be used strategically in a number of marketing and communication challenges:◦ • Communication and outreach◦ • Community management◦ • Support and customer service◦ • Reputation management◦ • Advertising and awareness◦ • Sales and lead generation◦ • Search engine optimisation◦ • Insights and research

Objectives should be SMART

3G AR(Augmented Reality) CSC Geo targeting MMS QR Code USSD WAP WiFi

Key terms to learn

Types of Mobile Marketing

Summary - Carling Black Label engaged soccer fans with an innovative and successful mobile campaign tailored for feature phones.

Problem - Carling Black Label, a well-known South African beer brand, wanted to engage its market in an unprecedented way. The target market they wanted to reach had a low Internet penetration rate, but had a high rate of mobile access. They knew that many Black Label drinkers are also passionate soccer fans – who, like all fans around the world, thought that perhaps they could do a good job at coaching their favourite team, Kaiser Chiefs.

Case study – Carling Black Label’s “Be the Coach”

Results of Digital Marketing –

Over seven weeks of voting, the campaign created intense discussion among fans, players, coaches and journalists. It also garnered some incredibly impressive results:

• Fans voted more than 10.5 million times over the seven-week voting period.• A record 85 000 tickets to the game were sold, and millions more watched

from home.• The Facebook and Twitter accounts grew by 450% and 600% respectively.• The equivalent PR value of all this attention came in at over R83 million.• The mobile site had 31 088 visitors (18 405 of these were unique), and users

visited 6.97 pages on average, with an average time on site of 5 minutes 30 seconds.

On the day of the game, rival team Orlando Pirates won, but the fans did get to “Be the Coach” for Kaiser Chiefs (Ogilvy & Mather South Africa, n.d.)

Case study – Carling Black Label’s “Be the Coach”

Big Data Data Mining

Key Terms

Conversion Funnel

Analytics of www.mylivpro.com

Analytics of www.mylivpro.com

Analytics of www.mylivpro.com

Analytics of www.mylivpro.com

Facebook Analytics of MyLivPro’s Facebook Page

Facebook Analytics of MyLivPro’s Facebook Page

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