Introduction to Digital Marketing - EduPristinecourses.edupristine.com/DM/Day_1_Intro/Day_1_Introduction_to_DM.pdf · © EduPristine Introduction to Digital Marketing This is the

© EduPristine Introduction to Digital Marketing© EduPristine – www.edupristine.com

Introduction to Digital Marketing

© EduPristine Introduction to Digital Marketing 1

What is Digital Marketing ?

© EduPristine Introduction to Digital Marketing

Digital Marketing

EmailMarketing

PPCMarketing

SE0Link Building

Social MediaMarketing

OnlinePresence

What is Digital marketing?

The promotion of products/services and even brands or individuals via one or more forms of electronic media.

Digital Marketing

EmailMarketing

PPCMarketing

SE0Link Building

Social MediaMarketing

OnlinePresence

Advertising

Newsletter

Retention

Promotion

Pay Per Click

Affiliate

Content and Keywords

W3C Compliance

Accessibility

Technical

Compliance

Brand

Awareness

Opportunity

Online Voice

Conversation with your customer

Website

Forums

Blogs / News Portals

Online Advertisements

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What is Digital marketing?

Who are stakeholders?

Customers (Potential and Existing)

Partners

Investors

Employees

When to execute digital marketing?

Brand visibility/salience

Leads/opportunities

Generate loyal customers/advocates

Customer care

Promotions / new product or service launches

Feedback

Increase website traffic

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Why Digital marketing?

Empowering - gives consumers a voice that in the past was a mumble

Reach - the opportunity to connect directly with people, it also creates a ripple effect among its users.

Targeting - Brand’s New Best Friend, brands can easily interact with their existing audiences and reach more people in a way that’s more personalized than ever before.

Price - Affordable when compared to traditional media

ROI - Transparent and Measurable, happens in real time and one can measure engagement/influence through analytical tools

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Importance of Digital marketing

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Importance of Digital marketing

Internet Users

• < 10% YoY growth and slowing … fastest growthin difficult to monetize countries such as India /Indonesia / Nigeria

Smartphone Subscribers

• 20% growth … fastest growth inunderpenetrated markets like China / India /Brazil

Tablets

• +52% early stage growth

Mobile Data Traffic

• +81% accelerating growth … video = strongdriver

Internet penetration in India – 243 million users(source: Internet and Mobile Association of India)

Growth of Smart Phones – 44 million units sold in2013, up from 16 million in 2012 (source: IDC)

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Source: http://www.internetlivestats.com/internet-users/#trend


This is the age of the empowered customer

Customer expectations of service, price and delivery are soaring.

Customers now have unlimited access to information and can instantly share it with the world

Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller.

155 millionNumber of tweets sent via Twitter

each day

75%Percentage of people who believe companies don’t tell the truth in

advertisements

$93 billionAmount in sales missed due to out of

stock inventory

Get it now or go elsewhere!

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Today’s customers may research through one channel and purchase through others

Email

Paid Search

Display Ad Natural Search

Mobile

Searched for HDTV on Google

Purchased out-of-stock blu-ray player after scanning QR code in-store

Responded to newsletter TV clearance link

Returned via a display ad click; picked a product recommendation on site

Came to the site via Natural Search, entered discount code and purchased

Research online and pick up or purchase offline

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Convert this traffic into sales

Generate traffic from various sources

How Online Marketing works

Q. What defines this funnel?

Sales

Social

SEMSEO

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Successful Customer Strategies require a Mix of Digital and Offline Interactions

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Customer Engagement

Awareness

Trial

Purchase

Repeat Purchase

Evangelist

Marketing is meant for all stages of this customer life cycle

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Participation

Facebook shares

Retweets

Unsolicited blog posts

News coverage

Forum discussions

Prospects

Communications

Website

Twitter Branded Pages

SME LinkedIn Pages

YouTube Channels

Corporate Communications

Smarter Planet

Smarter Commerce

C-suite, Industry Programs

FansCustomers

Media

CIM / Paid Search

On-line Advertising Banners

Webinars / Webcasts

Paid Blogger Partners & Content

Contributors

Conversion

PAID, OWNED & EARNED

Leveraging every link in the media chain as a communication channel for promoting the message and increasing brand’s presence via improved search rankings

PAIDBrand pays to leverage the

channel

OWNEDBrand controls the channel

EARNEDBrand’s customer or advocate

is the channel

To further capitalize on the digital opportunity, adopt a ‘Paid, Owned & Earned’ approach.

How to execute digital marketing?

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Strategy Framework


Strategy framework of Digital Marketing

Common Mistake:

• Doing things in the wrong way due to which business results suffer

• It is very important that the company’s digital marketing plans should contain a structured approach

Based on number of successes and exhaustive failures around the globe a sustainable ladder has been developed:

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Source: http://www.kaushik.net/avinash/digital-marketing-analytics-ladder-step-by-step-success/


Strategy framework of Digital Marketing – Step 1

1) Create an Acceptable website, SEO:

• Website should reflect customer expectations

• Colors, alignment, icons and everything should reflect the focus of getting free and maximum website

• Invest a lot in Search Engine Optimization (SEO)

• Create a great content for a great user experience

• E.g. Bad website: http://www.lingscars.com

• E.g. Good Website: http://www.bk.com/

Not Acceptable

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http://www.bk.com/


Step 1: Bad Website

http://www.lingscars.com

Too many ads

Color combination is not correct

Font type is very poor

Looks an unprofessional website

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Step 1: Good Website

http://www.bk.com/

Company name and logo appropriately given

Text alignment, font is equal

Correct color combination is used

Looks like a professional website

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2) Awesome mobile experience:

• Number of Mobile and Tab users are increasing day by day

• Before start paying for your ad campaigns on Facebook or twitter it is very important to reach the users from mobile, tablets, etc.

• Create a great mobile experience for crazy mobile users

• E.g. Bad Mobile Experience: Hardees (Old Website)

• E.g. Good Mobile Experience: Hardees (New Website)

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Step 2: Bad Mobile Experience

Hardees (Old Website)

Texts is not clear

Color combination is not correct

Extra space at the bottom of the page

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Step 2: Good mobile experience

Hardees (New Website)

Consistency by providing same tools and features for browsing

Providing filters on every page

Using space intuitively

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3) Email Marketing strategy:

• After achieving decent traffic on the website, start investing in email marketing strategy

• Create your own audience or get paid list from google or any other sources

• Capture intelligent audience for your campaign

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Step 3: Bad Email Marketing

Do not address the client as “unknown”

Too many details should be avoided

Appropriate font, color combination should be used

Images makes an email more convincing

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Step 3: Good Email Marketing

Different color combination gains the customer attraction

Email includes customer engaging tabs, e.g. Facebook, twitter

Short yet complete information is the key

Product image is given

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4) Display Advertising:

• Remember the new Adidas shoes you checked out at Amazon which keeps appearing on many websites you visit? Well, that’s Display Advertising

• Most cost effective way of introducing the product to the target audience

• Based on what people read, purchase, demographic characteristics, etc.

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Step 4: Bad Display Advertisement

Do not use irrelevant images or texts like “you are today’s 1,000,000 customer”

Flash and wrong font color combination makes it unprofessional

Give information about products or services and not just deals or offers available

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Step 4: Good Display Advertisement

Ad is short and simple

Attractive to make user click on it

Font color, size is appropriate

Image makes the advertisement complete

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5) See-Do-Think Strategy:

• Gain an insight sneak peak at statistics

• Example 2% conversion rate

• Only 2% of your traffic “do”

• Rest 98% are your “see” and “think” traffic

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6) Incredible website and social media:

• After getting traffic, start investing in user website experience

• Website differentiation from competitors, indistinguishable customer loyalty

• Widen your presence through social media platforms like Facebook, twitter, YouTube and many more

• E.g. L'Oreal website has effects, Brand Ambassadors images, product details and many other features on the introduction page

• It is very user friendly and dynamic

• Accurate color combination makes it an elegant website

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7) Search and Display strategy:

• Used for brand marketing of company orproduct

• This strategy will get you magnificent traffic foryour “See” and “Think” category users(Remember “See-Do-Think”?)

• This strategy is applied from the earliest stagesof customer visit on site, creating a demand andthen telling what you have to offer

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8) Integrating multi-channels:

• We are already spreading our presence through mobile, social media, offline platforms through offer codes, phone calls

• A lot of technical work is done like systems, processes, integrations, optimizations

• Make sure our presence is providing value

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9) Loyalty Marketing:

• Focus on customer retention

• Create a unique content for users who havepurchased more than two time from you

• At times people might be buying due to no otheroptions at that time (first time customers)

• But people buying again from you are your realasset for long term sustainability

• Develop separate and focused standards forthese entities or users

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Integrated Marketing Campaign


Integrated Marketing Campaign: “Key to understand your customer”

Case study on Integrated Marketing Campaign in Lexus

Watch this interesting case study on how Lexus have used an unique integrated marketing platform and gained spectrum presence around the globe.

https://www.youtube.com/watch?v=cHKjXm6SbIU

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Integrated Marketing Campaign – Lexus

From the video we can conclude “Rather than just creating a presence, brands must be a presence.”

Steps of Integrating Marketing Campaign are:

1) Create a consistent brand: Lexus has a successful presence in the automobile industry.

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2) Develop a comprehensive strategy: Goals, tactics should be decided in advance. Lexus had following goals:

• Increase traffic on website by 10,500-16,000 per month

• Engagement time by 25 seconds

• 1408 test drive requests

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3) Write an effective message:

• User will remember the message

• Write what you want user to remember about your business and what you want to make user feel

• Lexus did it well by prism effects on every clicks, captivating visual effects, banner with enlargement features, sound and many more.

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4) Write with visual impact:

• Lexus executed this strategy with online videos, making of ad campaign, flip through model effect, images

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5) Evaluate your strategy: Lexus campaign was an incredible success and results lost expectations. Few highlights are:

• Traffic doubled on website

• 78 seconds of media engagement

• 1420 leads were generated

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Website Planning & Development

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It’s about the Web!

Marketing is not just generating traffic, it’s also about improving the product

Using data measured on the website to gather insights and turning them into actionable changes to improve your web

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What makes a website?

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Essentials of a Website design

User Friendly: (e.g. https://theresumator.com/)

The foremost thing which website requires is to be user friendly

Easy to browse through the web pages without any navigation problems

Keep your website uncongested

• That will impress the users by allowing them to navigate with a natural flow

• That will help in reaching different pages and being introduced with the different products and services

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Brand Image and Logo:

A visitor will like to know about you, company and its business

Explain it in compelling and brief manner that will attract them

Make sure your website includes some exclusive information and a brand logo that makes your business unique and selling

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Testimonial Pages or Portfolios:

Let the users know about your satisfied clients’ feedback and previous works

Add a testimonial page

Update the portfolios will

This will help users get an idea about your work and allows you to measure your strengths

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Social Media Icons:

Social media has gained immense popularity among the huge masses

It is important to be active in all the platforms that helps in strengthening the brand image

It helps in getting potential clients for the business

Displaying social media icons on the website allows the potential clients to get engaged to your website

It encourage them to get benefitted by your products and services

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Contact Details:

Make sure to add contact details clearly in your website

It helps potential visitor to contact you

Apart from the regular address details and contact numbers, you can keep an interactive feature like a live chat option or email option

It will prove to be a great benefit for your business

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Ease of navigation

• Keep it consistent

• Divide Categories clearly

• Make all navigation elements clickable links

• Use accurate navigation titles

• Ensure every clickable image has ALT text

• Ensure your search feature works

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Fast Loading

Speed of website affect everything: Bounce Rate, Search Ranking, Conversion – in nut shell your revenue

E.g. Amazon loses 1% of sales for every 100ms it takes their site to load

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Source: http://torbit.com/benefits/


Essentials of a website…

Fast Loading The entire page loads in a second

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Case study on Website design

Intercontinental Mar Hopkins in San Francisco is a luxurious hotel. Their prior website was informative but lacked necessary features to do well in search engine results pages therefore wasn’t much visible to prospective travelers to the city.

Goal: Drive search and mobile traffic for increasing the online revenue

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Case study on website design

Strategy adopted:

1) Research: Developed a holistic digital marketing strategy by first conducting thorough research regarding:

• The location of the hotel

• Other local attractions/demand generators

• The unique positioning of the business

2) Content Creation: Once the strategy was finalized,

• Web designers created search engine optimized content for the website

• Each page was focused on a unique keyword theme or category, making it more search engine friendly.

3) Design:

• Customized architecture and design of the website to reflect the unique selling points of the hotel

• While using the latest Google webmaster and SEO guidelines

• Overall, the goal is to provide informative content in a simple, easy to navigate website architecture that makes it easy for travelers to make a reservation

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Strategy adopted:

4) Promotion:

• Several promotion strategies were implemented including organic and local promotion

5) Social Media:

• Web designers implemented several social media sharing features on the site to encourage social engagement

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Results: The website was launched on October 26, 2012

The website has been performing extremely well

The new website showcases luxurious offerings of the hotel and better optimized for search engines

Average of 80x ROI per month

Site traffic increased 119% year over year

The new website showcases luxurious offerings of the hotel and better optimized for search engines

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Plan Marketing


The Marketing Funnel

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source: http://vanderwerker.com/the-anatomy-of-an-inbound-marketing-campaign/

http://vanderwerker.com/the-anatomy-of-an-inbound-marketing-campaign/


Search Funnel

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Searches

• No. of times the phrase was searched in a month

• Fetch from Adwords

Impressions

• No. of times your site was shown in the SERPs

• Fetch from GWMT

• Impression Share as a performance metric

Clicks

• No. of times visitors click and visit your site

• Fetch from GWMT or GA

• Click Through Rate as a performance metric

Conversions

• No. of times the purpose of the site was met

• Fetch from GA

• Landing Page Conversion Rate as a performance metric


Pay Per Click Funnel

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Searches

• No. of times the phrase was searched in a month

• Fetch from Adwords

Impressions

• No. of times your site was shown in the SERPs

• Fetch from GWMT

• Impression Share as a performance metric

Clicks


• Fetch from GWMT or GA


Conversions


• Fetch from GA



PPC ROI

Cost Per Acquisition

• Total Cost / Total Conversions in a given time range

ROI multiplier

• Total Revenues / Total Cost

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Social Funnel

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Impressions

• No. of times your updates were shown in social streams

• Fetch from Social Channel’s analytics

Clicks


• Fetch from Social Channel’s analytics or GA


Conversions


• Fetch from GA



Email Funnel

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Email Sends

• No. of emails you sent

Email Opens

• No. of times TG opens your email

• Fetch from Email Sending software

• Open Rate as a performance metric

Email Clicks

• No. of times TG clicks links in your emails

• Fetch from Email Sending software or GA

• Click Rate as a performance metric

Conversions


• Fetch from GA



Case Study: Plan Marketing

Case Study: edudeal.com

As the newly appointed Head of Marketing, you have been assigned the tough task for planning and budgeting the online marketing spends for the next year. The target you have been given is to generated $10 million of sales in the next year. What is known to you is the following -

Average ticket size - $250

Traffic Split via Channels -

• 25% - Organic

• 15% - Direct

• 25% - CPC

• 20% - Social

• 15% - Referral

You check with your website team and find that the conversion rate of the existing website is 1%. There is scope to improve on this, however conversion rate optimization takes time and this learning curve needs to be incorporated in your plan. What is immediately required is the budgeting and plan for each of the online marketing channels. What are the next steps you should be taking?

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Documents

Introduction to Digital Marketing - EduPristinecourses.edupristine.com/DM/Day_1_Intro/Day_1_Introduction_to_DM.pdf · © EduPristine Introduction to Digital Marketing This is the