Digital Marketing for Beginners

Welcome to Demystifying Digital Marketing

By Nikhil Gajendragadkar

[email protected] no: +91 8882135642

DigitalMarketing – Internet Web Browser

http://www.DemystifyingDigitalMarketing.co.in/

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Author Nikhil Gajendragadkar

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mailto:[email protected]

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Index

[email protected], Cell No: +91 8882135642

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What is Digital Marketing?Why Digital Marketing?Digital Marketing TrendHow to do Digital Marketing?


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WhatisDigitalMarketing – Internet Web Browser


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What is Digital Marketing?Definition

Marketing that makes use of electronic devices such as computers, mobile devices, digital billboards, and game consoles to engage with consumers and other business partners is Digital Marketing (DM).Internet marketing is a subset of DM.


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WhatisDigitalMarketing – Internet Web Browser


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What is Digital Marketing?Digital Marketing Channels

Traditional DM Channels


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WhyDigitalMarketing – Internet Web Browser


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Why Digital Marketing?Comparison DM channel v/s traditional channel

Q. Let us begin by identifying, what is the difference between an advertisement on YouTube and one in a newspaper.Ans1. Measure the response-In the video you know how many people have seen the advertisement.Ans2. Instant feedback-Via comments posted by viewers you can get instant feedback.Ans3. Instant response-You can respond to comments, something you can’t do in a newspaper/magazine etc.Ans4. Affordable-You can make a video, by yourself, but can’t use a newspaper because newspaper ads cost a lot.


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Why Digital Marketing?Salient Features

Instant Brand Awareness i.e. it leaves an impression on your mind.In DM you can personalize the content, offline media i.e. newspapers etc., are for general consumption.Offline media is subjective for e.g. saying a particular newspaper has the highest circulation but you don’t receive it.DM can be syndicated, you can share a good video with friends.In DM you can increase frequency at a lower cost compared to offline.Via DM you can test the waters at a lower cost.


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Why Digital Marketing?Why so important now?

To know your customers by age, demography etc.To know how to communicate with customers.To deliver to customers what they want and when they want for e.g. send an SMS at 10:00am.Digital channel adoption is on the riseMost devices are internet-enabledPeople are using phones for tasks other than talking.


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Why Digital Marketing?Changing Media Consumption


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Why Digital Marketing?Look at the statistics


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Why Digital Marketing?Digital Channel Marketing Spend is on the Rise


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Why Digital Marketing?Digital Channel Marketing Spend is on the Rise-Focus areas of spend

As a digital marketer you should know Content Marketing, Conversion Rate Optimization, Social Media Engagement and Targeting and Personalization.


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Digital Marketing TrendContent Marketing

Content Marketing is: The art of communicating with your customers and prospects without selling.Influencing your clients decision when buying.The essence of this content strategy is the belief that if we, asbusinesses, deliver consistent, ongoing valuable information tobuyers, they ultimately reward us with their business and loyalty.


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Digital Marketing TrendContent Marketing-Example


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Digital Marketing TrendSocial Media Engagement

We will discuss about social media in a separate section, when we discuss DM channels.


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Digital Marketing TrendTargeting and Personalization

Web personalization is about delivering targeted content and adaptive web experiences based on what you know about each visitor.


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Digital Marketing TrendTargeting and Personalization-Examples


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Digital Marketing TrendConversion Rate Optimization

Converting those important people into customers. Who are these important people?. These are the ones, who drop-off just before completing the payment.Let me explain with an example. Ferns and Petals, a company that delivers flowers etc. The company tracks customers, who drop-off just before paying. The company calls such customers immediately and offers them a special discount if they complete the transaction within a stipulated time.


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Digital Marketing TrendCommunity Building

As a digital marketer it is your duty, to build a community so that customers begin to talk to each other. Research show that 90% consumers peer recommendation and only 14% trust advertisements.


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Digital Marketing TrendLook at the Statistics

According to Gartner:By 2015, the top 75% global retailers will deploy a model for channel agnostic shopping experiences.By the end of 2015, over 50% of funded marketing projects will be digitally led.


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How To Do Digital Marketing?A Summary

Campaign-An initiative to influence the market.To run a digital marketing campaign, first you should have a website, website is the core of DM. Followed by a strategy that increases traffic to your website, using techniques such as search engine optimization, search engine marketing, community builders/channels like email campaigns and social media, mobile advertising and, finally, reliable data collection techniques to measure the effectiveness of the campaign. The budget of your campaign depends a lot on how much you want to listen to your customers.


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How To Do Digital Marketing?Strategy

First decide, whether you want to do the campaign yourself or outsource it. Understand where you are now and where you want to go, be realistic.Important, to be aware of what is expected and not expected.Research very well, your expectation, by comparing with competitors, who is your target audience, what sort of digital-communication they prefer etc.


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How To Do Digital Marketing?Strategy

Take baby steps to reach your goal. Keep short time-lines, a year.Restrategize when the data from campaign provides sufficient-output for inference.Important, the motive of DM is not just profit. Be prepared to sacrifice some money for community building. Give your clients the on-line experience.Remember, the brick and mortar shops, from where you began. So please, ensure that the retailer reaps the benefit from returns of online-purchases.


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How To Do Digital Marketing?The Website


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The website is the core of DM because lead generation happens at the website. Choose a website name, which is easy to recall.Web Content Management System (WCM) software's are available, which can be used to manage your websites or you can hire a software developer.Ensure your website responds to the device, it should be a “Responsive Web Design”.Optimize the landing page.Every single web page must have its own title tag.


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Keywords should be unique to each page. Insert key words and alternate text near an image, at the top of the page, for search optimization.Input the code of web-analytics, at the bottom of the page, so that the code does not prevent the page from opening.Have a detailed sitemap.Please don’t use Flash, Shockwave, Image only sites, Image maps, Frames, Javascript or HTML errors. Place PDFs lower down in the site. These things un-optimize your site. Submit your website to search-engines for indexing.


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Old landing pages, which are now deleted, clients may still use those old pages. So please ensure that clients are directed to a new landing page.


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How To Do Digital Marketing?Search Engine Optimization (SEO)

What is SEO? Directing traffic to your website via unpaid searches.I reiterate:1. Choose domain names that relate to your business.2. Keywords should be unique to each page. Insert key words

and alternate text near an image, at the top of the page, for search optimization.


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3. Have good quality of inbound links. A small number of inbound links from high-quality, relevant sites is more valuable than many links from low-traffic, irrelevant sites.

4. Use keywords people searching for using tools such as Google Adwords.

5. Do not use common words such as “the”, “and”, “of”, spiders ignore them. Write keyword-rich text.

6. Title tags are important in optimizing rankings. Every single web page must have its own title tag.


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7. Submit your website to search engines for indexing.Please don’t use:8. Flash and shockwave - spiders do not pick up these files9. Image only sites - spiders do not pick up images10. Image maps - spiders cannot read image maps.11. Frames - only one page can be titled (titling is critical in12. search rankings)If the spider cannot read the complete

page(because of the frames), it will not be indexed properly. Some spiders may not even read a frames web site

13. Misspellings, JavaScript or HTML errors


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7. Place PDF files lower down in your site. Although some search engines can index them, the pages must be interpreted into. HTML and can lose much of their content.

8. Drop down menus, spiders cannot read them, therefore make sure you have a Site Map.

Google has search-engine-optimization-starter-guide. As a digital marketer, how can you use the guide? It is simple, ask the person doing the SEO of your site to show you the methods from the guide she/he is using to optimize your site. If she/he says it is a secret, say it can’t be, then find someone else.


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How To Do Digital Marketing?Search Engine Marketing (SEM)

What is SEM? Directing traffic to your website via paid sites.


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If you have a budget, begin your campaign with google only, why google, I am sure you know that. When I say google only, I mean don’t advertise on the partner networks, many a times they are fake and will charge you unnecessarily.Ideally, research to identify, which search engine your target audience use and based on your product the type of devices you want your advertisement to appear on.


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If you have a budget, begin your campaign with google only, why google, I am sure you know that. When I say google only, I mean don’t advertise on the partner networks, many a times they are fake and will charge you unnecessarily.Ideally, research to identify, which search engine your target audience use and based on your product the type of devices you want your advertisement to appear on.


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Very Very Important, make your advertisement, as relevant as possible, to the keywords. Why should you do this? Google will give your advertisement a Quality Score, based on the relevancy.Why should that matter? Raising your Quality Score lowers not only your costs but also improves your advertisement positions.As a digital marketer you can demand for the quality score and the ranking. Google suggests ways to improve your quality score.


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How To Do Digital Marketing? Social Media Marketing

“The World of Mouth”Social media (SM) marketing is the process of marketing through social media sites such as Twitter, Facebook and YouTube.Please view the attached video, you will be convinced about the power of Social Media.


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How To Do Digital Marketing?Social Media Marketing

SM allows you to segregate people, by location, age etc. and it is ready to use. Your criteria, in facebook etc. will tell you how many people you likely to reach.The question all people have about SM, is how to measure ROI-Return on Investment, because information can be fake. To understand what people are talking about your product, there are social listening tools, Cognitive Intelligence Tools.Destination URL’s, URLs that take the user to your website, should be shortened using a URL Shortner and Link Tagged.What is Link Tagged? I will explain later.


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How To Do Digital Marketing?Email Marketing

Email marketing is directly marketing a commercial message to a group of people using email.Email should be clearly visible on all kinds of devices.Email marketing can be done to either sold lists or current customer database.Important things to note about emails, ensure your email list is clean, avoid sending unwanted emails, check customer activities over time and customize your messages.Create interesting From and Subject Lines.


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How To Do Digital Marketing?Email Marketing

Test your subject lines.Allow subscribers to unsubscribe.Optimize the landing page.Important email parameters Open Rate, Click Through Rate, Response Rate and Unsubscribed Rate.Don’t SPAM your prospective clients. Spam filters look at a long list of criteria to judge whether or not your email is junk. You can easily find the criteria list on the net.Destination URL’s, URLs that take the user to your website, should be shortened using a URL Shortner and Link Tagged.


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How To Do Digital Marketing?Mobile Marketing

Marketing on any device that has a SIM Card.Important feature to remember, when using mobile marketing. Ensure that the website will open on all types of browsers and mobile models. Web Content Management System software’s will help here.Types of mobile marketing, SMS, In-Game Mobile Marketing and Quick Response Codes, Push Notifications, Location Based Marketing and Mobile Web Marketing.SMS is cheap and the delivery rate is 97%.


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SMS’s are limited to 160 characters, so content should be great.Send SMS’s through service providers such as Airtel, Reliance only because sending through private companies is illegal.One can’t unsubscribe to SMS’s so don’t annoy your prospective clients.The latest thing, QR Codes, they hold a variety of information. They are the only thing that connect online and offline media.SMS’s and QR codes should always link to websites for mobile devices.


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Destination URL’s, URLs that take the user to your website, should be shortened using a URL Shortner and Link Tagged.


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How To Do Digital Marketing?Data Collection

Gathering data to check if your campaign is effective. For this you should have a Reliable Data Collection Software.What is a Reliable Data Collection Software? Let me explain with an example. If a page is accessed but not opened then the software should not register it as a hit. Also, the code should work with a new software, just in case you decide to change the software.You should identify the metrics you will need, when you deicide your strategy.


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Web analytics helps you to optimize the usage and effectiveness of your website. Website-Effectiveness affects business and customer experience.Web analytics also helps to know, the source from where the user reached your website, visitor stickiness, SEO effectiveness, Lead generation and Conversion rates.Important, please check the source from where users are reaching your paid-advertisements because if the source is bad your SEO will fall, Google will automatically do that.


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I reiterate, input the web analytics code at the bottom of the page, so that the code does not prevent the webpage from opening.Data collection can happen from PCs, laptops, Point of Sale, Kiosks etc.What is link tagging. The URLs you send in emails, SMS’s etc are link tagged. Via link tagging you send information such as the source etc to your web analytics software.


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So, if you don’t link tag your URL’s correctly, you will not get the data you need to ascertain the effectiveness of your strategy.Link tagging is applied to SMS’s, Social Media, Emails, Point of Sale Terminals etc.


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Innovations In Digital Marketing?Augmented Reality

Connecting print and digital, through iAdvertisments.Augmented Reality brings printed pictures, in magazines, newspapers etc, to life.


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Thanks

I have made a checklist, of all the steps, which should be included in your DM campaign. So that your campaign is complete in all aspects.Please use it.



Digital Marketing for Beginners

Marketing

Transcript of Digital Marketing for Beginners