Digital Marketing Fundamentals

Digital MarketingDigital Marketing

Friday, February 20, 2015 1

Atanu Ghosh

Founder and CEO

BlueBeaks

Its #WorldCup Time Every Second!


#WorldCup:

What does it mean to Marketers?

• Nike Ad in YouTube featuring Christian Ronaldo reached it 26 million followers in a matter of days resulting in

72 million views

• How many days it would have taken the ad to reach same number through traditional media?

• Nike’s competitor Adidas spent 20% of its ad budget in digital media in FIFA World Cup 2010. This year

Adidas is reported to be spending 50% online, more than that on television

• Tim Ramsden, Global Brand Director of Adidas, says FIFA World Cup 2014 will be “the most social

World Cup ever and probably the most social event in history”

• Facebook reported that the opening match generated 58 million comments and more than 140 million • Facebook reported that the opening match generated 58 million comments and more than 140 million

interactions!

• Facebook has created a dedicated hub for the event (https://www.facebook.com/worldcup)

• Facebook estimates that 500 million of its 1.28 billion users are soccer fans, including 110 million men

aged 13 – 34 in big markets, a demographics coveted by advertisers

• 37% of these soccer fans worldwide said that they interacted with a mobile ad daily

• FIFA World Cup ads have thus far attracted 6.9 million shares across social media

•Wall Street says “Twitter is the 33rd team in FIFA World Cup”

• Bloomberg reports that there has been more tweets in FIFA World Cup 2014 before the ball kicked off

than tweets for the entire tournament in 2010


Today’s ScheduleTime Topic Facilitator

9:30 am – 9:45 am Registration and Introduction

9:45 am – 10:45 am Introduction to Digital Marketing

• Definition

• Advantages of Digital Media over Traditional

• Industry Outlook

• Overview of Digital Marketing Tools and Techniques

• Digital Marketing Strategy Framework

Atanu Ghosh

10:45 am – 11:45 Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri

Friday, February 20, 2015

10:45 am – 11:45

am

Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri

11:45 am – 12 noon Tea Break

12 noon – 1 pm Digital Marketing Deep Dive

• Search Engine Optimisation (SEO)

• Search Engine Marketing (SEM)

• Online Display Advertisement

• Demand and Supply Side Platforms

• Retargeting

• Email Marketing

Atanu Ghosh

1 pm – 1:30 pm Lunch Break

4

Today’s Schedule

Time Topic Facilitator

1:30 pm – 2:30 pm Digital Marketing Deep Dive: Social Media Marketing

• How Social Media Marketing is Different

• Social Media Landscape Today, Selecting the Right

Social Media

• Digital Marketing using Facebook

• Real Life Case Studies

Atanu Ghosh

2:30 pm – 3 pm Digital Marketing Deep Dive: Mobile Marketing

• Importance and Relevance of Mobile Marketing

Atanu Ghosh


• Importance and Relevance of Mobile Marketing

•Mobile Marketing Strategy and Tools

3 pm – 4 pm Real Life Case Studies from Industry on Digital

Marketing

Mehul Brahma,

Aditya Parashar

4 pm – 4:15 pm Tea Break

4:15 pm – 5 pm Digital Marketing: The Right Marketing Tool for Start-

ups and Conventional Business

Chetan Dikshit

5 pm – 5:45 pm Outlining a Digital Marketing Strategy for your

Industry/ Organisation: Breakout Session

Atanu Ghosh

5:45 pm – 6 pm Wrap-up and Feedback Atanu Ghosh

5

Takeaway from this Workshop

• Understand the potential of “new age” digital

media as a marketing tool

• Get an overview of the various tools in digital

media

• Understand why a “digital marketing strategy” is

important for an organisation and frameworks

that can be used for drawing a digital marketing


that can be used for drawing a digital marketing

strategy for an organisation

• This Workshop is NOT, however, intended to

make you an “expert” in digital marketingSome Ground Rules

• Engage, participate, enlighten, ask questions!

• In case you missed it, there is a “Silent” option in your mobile phone!

•We have planned for one lunch and two tea breaks. We think that would give us sufficient time to unwind!

•We have not organised for beds and pillows! Unfortunately we will not be able to provide you with a

comfortable sleeping experience!

6

Digital Marketing: Digital Marketing: Marketing in Digital Age


Atanu Ghosh

Founder and CEO

BlueBeaks

7

Marketing in Digital Age


Marketing was ...

Outbound Friday, February 20, 2015 9

Marketing was ...

Conspicuous Friday, February 20, 2015 10

Marketing was ...

UnsolicitedFriday, February 20, 2015 11

Marketing was ...

Done by SalesmenFriday, February 20, 2015 12

Marketing was ...

Intermediary Dominated


Marketing was ...

Difficult to TargetFriday, February 20, 2015 14

Marketing was ...

Limited in ReachFriday, February 20, 2015 15

Marketing was ...

ExpensiveFriday, February 20, 2015 16

Marketing was ...

Difficult to MeasureFriday, February 20, 2015 17

Marketing was ...

Like This When ...“Facebook didn’t exist; Twitter was a sound; the Cloud was in “Facebook didn’t exist; Twitter was a sound; the Cloud was in

the sky; 4G was a parking space; LinkedIn was a prison;

Applications were what we sent to college; and Skype for

most people was a typo. All of that changed in last six years.”

Thomas Friedman


When “Digital” Disrupted It!...

Digital Marketing


What Is “Digital Marketing”?

Digital marketing is a marketing process which

leads to the development and growth of the

business of any organization or brand by using

a variety of digital channels such as websites, a variety of digital channels such as websites,

email, search engines, social networks, mobile

platforms, e-commerce, etc.


Digital Marketing =

Inbound Marketing?


Digital Marketing =

Inbound Marketing?


The “Digital Disruption” in Marketing

OutboundInbound

ConspicuousSubtle

Unsolicited

Be

“Found”

Done by

salesmen

Done by “All”:

Customers,

Community,

Patrons


The “Digital Disruption” in Marketing

Intermediary

Dominated

Dis-

intermediated Difficult to

Target

Targeted

Limited

Reach

Viral

ReachExpensive Frugal

Difficult to

Measure

Measurable


“Damn lies” that are true now! ...






“Damn lies” that are true now ...


Transformation of “IT”...

Computation Machine

Consumer Product


Business Process

Automation Tool

Medium of Edutainment

29

Role of IT in Marketing...

Transformation in Traditional

Marketing

Digital


Transformation in IT

Digital Marketing

30

“Chief Marketing Technologist”...


Gartner says 70% of the companies today have now a new role named as

“Chief Marketing Technologist”, a profession that did not exist even a few

years back

31

“We are still in the process of picking ourselves off the floor

after witnessing first hand the fact that a 16-year-old

YouTuber can deliver us 3 times the traffic in a couple of days YouTuber can deliver us 3 times the traffic in a couple of days

that some excellent traditional media coverage has over 5

months”

Michael Fox

Founder, Shoes of Prey


Digital Marketing: Digital Marketing: Digital Tools


Atanu Ghosh

Founder and CEO

BlueBeaks

Website


But ... why do I need a Website?

34

Why Do I Set Up a Website?

Its my “Online Brochure”

“Find Me”

Build my Brand

Engage with


Engage with Customers

Transact Business

35

Web 1.0 and 2.0Web 1.0 Web 2.0

Published content ,

“read only”User generated

Collective

Intelligence


User generated

content ,

“read –write”

36

Search Marketing


Online Display Advertising


Directory, Marketplace, Email, Surveys


Social Media


Social media refers to interaction among people in which they create, share, and/or

exchange information and ideas in virtual communities and networks. Andreas Kaplan and

Michael Haenlein define social media as "a group of Internet-based applications that build

on the ideological and technological foundations of Web 2.0, and that allow the creation

and exchange of user-generated content”. Furthermore, social media depend on mobile

and web-based technologies to create highly interactive platforms through which

individuals and communities share, co-create, discuss, and modify user-generated content.

They introduce substantial and pervasive changes to communication between

organizations, communities, and individuals. (Wikipedia)

40

Digital Marketing Spectrum ...Web

SearchSocial

Media

Web

1.0

Web 2.0

E-Commerce

SM

Presence

SM

Management

Web

Promotion

SM

Promotion

S-Commerce

SEO

Paid Search

Search Analytics

Social

Search

Mobile

Gamification


MobileOnline

Marketplace

Online

Directory

Services

Email and

Surveys

Analytics

1.0

SMSContent

Mobile

App

Mobile

Commerce

B2B

b2B

B2C

C2C

Online

Directory

Online

Reviews

Email

Marketing

Online

surveys

Analytics

Big Data

Creative

+

Mobile

Web

41

Digital Beyond Marketing

Digital

Sales

Marketing

Reputation Management

Crowd Sourcing

Ideas

Crowd Sourcing Finance


DigitalFeedback and

Complaints

Surveys

Recruitment

Professional Networking

and Recognition

Product Development

42

Digital Marketing: Relevant even

if you are not a Marketer

Entrepreneurs wanting to create a market

Corporate CEO/ CFO/ CMO/ CIO wanting to explore digital potential

Small Business Owners looking to expand business


Corporate Recruiters looking to source the right candidates

Professionals looking to create an influence in the client community

Upcoming artists/ performing artistes looking to promote their work

Housewife/ Househusband looking to gainfully utilise spare time

43

Digital Marketing: Digital Marketing: Online and Search Marketing


Atanu Ghosh

Founder and CEO

BlueBeaks

Online Advertisements


Traditional Advertising Model


Publisher AudienceAd AgencyAdvertiser

46

Traditional Advertising Model


1. Ad Agencies aggregate and

purchase ad inventory from

multiple publishers2. Publishers interested to

place ads approach Ad

Agencies possessing Ad

Inventory

3. Ad Agency matches

request to publish ad with

the available ad inventory

4. Ad Agency plans the

campaign and publishes ad

Process Flow in Traditional Advertisement

47

Traditional Online Advertising Model


1. Ad Agencies aggregate and

purchase ad inventory from

multiple websites.

2. Publishers interested to

place ads approach Ad

Agencies possessing Ad

Inventory

3. Ad Agency matches request

to publish ad with the

available ad inventory

4. Ad Agency plans the

campaign and publishes ad on

websites

Process Flow in Traditional Online Advertisement48

Search Marketing


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

49

SEO Vs. SEM

SEM


SEO

SEM

50

Search Engine Optimisation

On Page SEO


Off Page SEO

51

On Page SEO

On Page

Meta Title

Permalink

Meta Keyword in

Page Loading

Time


On Page SEO

Meta Description

Keywords

Header Tags

Alt Attribute

Keyword in Website Content

52

On Page SEO

Priority 1

• Meta Title

• Permalink

Priority 2• Meta Description


Priority 3• Keywords

Priority 4• Header Tags

53

Off Page SEO

Off

Back Links from Other

Websites

Social Media

PresencePopularity


Off Page SEO

ArticlesReputation

54

Off Page SEO: Back Links


www.mywebsite.com www.yourwebsite.com

55

Finding Your Website’s Rank


Caution on SEO!

Don’t “over SEO” with an intention

to “cheat” Google’s algorithm and

get a high rank in search.


Else, Google will soon hunt you

down with one of these!

57

Search Engine Marketing:

PPC, PPM, CTR

PPC = Pay Per Click

PPM = Pay Per Mille


PPM = Pay Per Mille

CTR = Click Through Rate

58


Google Adwords

Campaign

• Campaign type

• Device

• Locations

• Language

• Bid Strategy

• Budget


Ad Group 1

Ad 1 Ad 2

Ad Group 2

Ad 3

• Keywords (Adwords)

• Description

• Image

• Links

59


Defining Appropriate Adwords

Usage


Competition

Relevance

60

Real Time Bidding


Real Time Bidding: Ad Networks


Demand and Supply Side

Platforms, Remarketing: Ad Exchanges



Measuring Effectiveness


Online Advertising: From

Adman to Mathman


From Adman to

Mathman

65

Digital Marketing: Digital Marketing: Email Marketing


Atanu Ghosh

Founder and CEO

BlueBeaks

Email Campaign Software


Email Campaign: Metrics


Email Campaign: “Can-Spam” Act


Digital Marketing: Digital Marketing: Social Media Marketing


Atanu Ghosh

Founder and CEO

BlueBeaks

Social Media


Social media refers to interaction among people in which they create, share, and/or

exchange information and ideas in virtual communities and networks. Andreas Kaplan and

Michael Haenlein define social media as "a group of Internet-based applications that build

on the ideological and technological foundations of Web 2.0, and that allow the creation

and exchange of user-generated content”. Furthermore, social media depend on mobile

and web-based technologies to create highly interactive platforms through which

individuals and communities share, co-create, discuss, and modify user-generated content.

They introduce substantial and pervasive changes to communication between

organizations, communities, and individuals. (Wikipedia)

71

Why Social Media has Emerged

as a Powerful Marketing Tool?


Thomas Friedman could have added “… and when Viral was a fever …”

72










Social Media Space Today


Social Media Space Today


Choice of Social Media

You are an upcoming photographer in India and

want to promote your work in India through social

media channels. Being an upcoming

photographer, you have limited budget.

Which of the following social media channels would



be most effective for you?

� Twitter

� Facebook

� Pinterest

� LinkedIn

78


You are social activist and want to broadcast your

view about a popular but controversial social issue.




� Twitter

� Facebook

� Google+

� LinkedIn

79


You are CEO of a large FMCG company. You want to

engage with your customers in an interactive session

to get a direct feedback from your customers about

a newly launched product.





� YouTube

� Facebook

� Google+

� LinkedIn

80

Promoting through Social

Media @ “Zero” Cost!

Blog Posts


Content Pages

Groups

Photo/ Video

81

Paid Promotion through Social Media


Stamp AdsSponsored News Feed

82


Promoted Tweet


Promoted Account

83



Promoted

84

Social Media Promotion:

More Disintermediation

Targeting by Advertiser

Targeting by Social Media Platform

DSP

SSP

Disintermediation


Viral Targeting

Audience

SSP

85

Social Media Promotion vs. Online

Advertising: “Open Graph API”

Social

Website


Social Media

Other Social Media

Custom Apps and

Third Party Apps

Aggregator

86

Remarketing in Social Media


Till Social Media Platforms introduce

their own Retargeting Tools

87

Digital Marketing: Digital Marketing: Mobile Marketing


Atanu Ghosh

Founder and CEO

BlueBeaks

Why Mobile?


Mobile = More89

Why Mobile?


Mobile = Reach Anywhere90

Why Mobile?


Mobile = Reach On the Go91

Why Mobile?


Mobile = Future92

Why Mobile?


Mobile = India93

Mobile Devices

Nokia

36%

Apple

ZTE

5%

RIM

4%

HTC

4%

Motorola

4%

Huawei

4%

Sony

3%

Market Share


Samsung

27%

LG

7%

Apple

6%

94

Mobile Marketing Tools


SMS: The Earliest Form of Mobile Marketing95



Mobile Website96



Mobile App (lication)97



QR Code98



Geo-location99



Bluecasting (Near Field Communication)100



Gamification101



Mobile Commerce102

Digital Marketing: Digital Marketing: Developing a Digital Marketing Strategy


Atanu Ghosh

Founder and CEO

BlueBeaks

Digital Marketing Spectrum ...Web

SearchSocial

Media

Web

1.0

Web 2.0

E-Commerce

SM

Presence

SM

Management

Web

Promotion

SM

Promotion

S-Commerce

SEO

Paid Search

Search Analytics

Social

Search

Gamification

MobileOnline

Marketplace

Online

Directory

Services

Email and

Surveys

Analytics

1.0

SMSContent

Mobile

App

Mobile

Commerce

B2B

b2B

B2C

C2C

Online

Directory

Online

Reviews

Email

Marketing

Online

surveys

Analytics

Big Data


Aligning business to digital marketing strategy

What business am I in?

B2B, B2C, C2C, G2C?

FMCG, Industrial

Product, Services?

What is the maturity of the

market I am serving?

Nascent, Growing, Mature, D

eclining?

What is the maturity of the

product/ service I am

providing?

New Product/ Idea, Mature

Product/ Service?

How big or known is your

brand or company?

Start-up?

Big and Known?


Aligning business to digital marketing strategy

What is your marketing

objective?

Cataloging your services, build

presence and brand, reputation

management, drive sales, Corporate

Social Responsibility?

Who are my target

customers?

Teens, Old

couples, Corporate?

Local, Global?

What is the marketing culture

of your organisation?

Conservative, Exploratory, Dig

itally Savvy?

What is your marketing

budget?$, Rs.

Social Responsibility?


My Digital Marketing Objective

Its my “Online Brochure”

“Find Me”

Build my Brand

Engage with


Engage with Customers

Transact Business

107

Building a Digital Marketing StrategyWeb

SearchSocial

Media

Web

1.0

Web 2.0

E-Commerce

SM

Presence

SM

Management

Web

Promotion

SM

Promotion

S-Commerce

SEO

Paid Search

Search Analytics

Social

Search

MobileOnline

Marketplace

Online

Directory

Services

Email and

Surveys

Analytics

1.0

SMSContent

Mobile

App

Mobile

Commerce

B2B

b2B

B2C

C2C

Online

Directory

Online

Reviews

Email

Marketing

Online

surveys

Analytics

Big Data

Phase I Phase II


Treading the path: Gartner’s Transit Map


Social Media Conversation Prism


Break Out Session: Digital Marketing

Strategy for Your Organisation


Let us make a high level digital marketing

strategy for our organisation!

111