[SKARtec Digital Marketing Academy] - Introduction to Digital Marketing
Transcript of [SKARtec Digital Marketing Academy] - Introduction to Digital Marketing
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: [email protected]
http://www.skartecedu.in