Introduction to

Digital Marketing
Game-Changing
Techniques

Priyanka Sharma
Webisdom management services Pvt. Ltd.

Key Topics
Session One- Introduction to Digital Marketing
Session Two: Display Advertising
Session Three: Search Engine Marketing
Session Four: Search Engine Optimization
Session Five: Social Media Marketing
Session Six: Mobile Marketing
Session Seven: Analytics
Session Eight: Assignment

Session One: Introduction to

Digital Marketing

Whats Happening?

Whos Thriving?

Introduction to Digital Marketing

What is digital marketing?
Search Engine Optimization
Web Analytics

Through the lens of:

Pay Per Click Marketing

The Marketing Tools

Email Marketing

The Web

Social Media Marketing

The Mobile Space

Affiliate Marketing

The Social Grid

Digital Display Marketing

Advertising

Mobile Marketing
On-line Video Marketing and On-line PR

What is Digital Marketing?

Digital marketing is marketing that makes use of electronic devices

such as computers, tablets, smartphones, cellphones, digital
billboards, and game consoles to engage with consumers and other
business partners. Internet Marketing is a major component of
digital marketing.

Types of Digital Marketing

The 7 Cs of Digital Marketing

CONTENT

The 7 Cs of Digital Marketing

CONVERSATION

The 7 Cs of Digital Marketing

Even though the format still runs like
clockwork for advertisers, the future of
advertising is not more display
advertising, it is utilizing the mechanics
and dynamics of the online conversation
in order to create buzz, attention and
interest in arenas where we
are not interrupting
conversations, but
contagiously igniting them

The 7 Cs of Digital Marketing- Conversation

R u doing the same for your iPhone customers?

R u sending out your

R
u
replying
to
R u dealing with
this person with Corporate Sales Team to
this product
win this customer
the
answer?
revenue threat?
back?

CONVENIENCE

The 7 Cs of Digital Marketing

ATTENTION IS
a.becoming increasingly
expensive
b. becoming increasingly
difficult to hold
SO THE TRICK IS TO DELIVER VALUE THROUGH
MARKETING BY MAKING PEOPLES LIVES EASIER

CUSTOMISATION

The 7 Cs of Digital Marketing

The ability to create tailored marketing messages or products for
individual customers or a group of similar customers, yet retain
the economies of scale and the capacity of mass marketing or
production.

The 7 Cs of Digital Marketing

COLLABORATION

The 7 Cs of Digital Marketing

The 7 Cs of Digital Marketing- Collaboration

Dell IdeaStorm Video

Richard Binhammer is a digital marketer at Dell who is responsible for reading blogs and other Web 2.0
media and responding to comments about Dell. Dell IdeaStorm is monitored by Dell employees who
ensure that they find and follow up on good ideas. Similar examples are MyStarbucks, RadioShack
Invention Lab

CONTEXT

The 7 Cs of Digital Marketing

Products are just things and have

no intrinsic value. It is only when
they are introduced into a situation
(or context) of importance to the
customer that they become valuable.

It is the context surrounding the

product that is important, and its in
these situations that companies are
real experts at adding great value.

CONVERGENCE

The 7 Cs of Digital Marketing- Convergence

Twitter,
Blackberry/mobile
compatible site
New media
& Widgets

Online
Search &
Display Ads

Hub

Email
Marketing
Social Media

LinkedIn, Facebook,
Ning, You Tube,
Slideshare

9 Steps to developing your own digital

marketing strategy
1. It all begins with the customer, listen!
2. But dont forget about your objectives
3. Make sure you know what youre already doing

4. Play to your strengths and manage your weaknesses

5. Find out what your competition is doing
6. Craft a strategy based on your strengths and capabilities

7. Implement at the speed of light

8. Measure everything in real time
9. Continuously review, adjust and improve the customer experience

Search Engine Optimization

Search engine optimization (SEO) is the
process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-paid ("organic") search
results.
The higher ranked on the search results
page and more frequently a site appears in
the search results list, the more visitors it
will receive from the search engine's users.

SEO may target different kinds of search,

including image search, local search, video
search, academic search, news search and
industry-specific vertical search engines.

Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimizing web usage.

Pay per click (PPC) Marketing

Pay Per Click - an Internet advertising model used to direct traffic to websites, where
advertisers pay the publisher (typically a website owner) when the ad is clicked.
With search engines, advertisers typically bid on keyword phrases relevant to
their target market.
PPC "display" advertisements, also known as "banner" ads, are shown on web
sites or search engine results with related content that have agreed to show ads.

Email Marketing
Email marketing is directly marketing a commercial message to a group of
people using email.
It usually involves using email to send ads, request business, or solicit sales
or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either cold lists or current customer database.
Steps involved in Email Marketing are:

Emailer design
Emailer HTMLization
Database collection
Database filtering based on demographics
Domain verification
Emailer upload
Text Emailer
Database upload
Bulk Emailers blast

Social Media Marketing

Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.

Media buying

Creating pages and accounts

Program updates & news feeds

Articles

Blogs

Press releases

Feedback responses

Weblink to enquiries and registrations

i) May I help you contact(s) page

Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business

rewards one or more affiliates for each visitor or customer brought about by the
affiliate's own marketing efforts.

The industry has four core players: the merchant ('retailer' or 'brand'), the network,
the publisher (also known as 'the affiliate'), and the customer.

Digital Display Advertising (Banner Ads)

Online Display advertising appears on web
pages in many forms, including web
banners, leader boards, skyscrapers, large
boxes, and other sized graphical ads.
Display ads use eye-catching visuals to
quickly grab catch the attention of website
visitors browsing the pages on which they
are featured.
Display ads are sold on non-search websites
and can be served either by individual
websites, or a publishers own ad servers.
Basis banner ads:
I. Cost per mili (CPM)
II. Cost per click (CPC)

Samples of typical
banner ads

Mobile Marketing

Mobile marketing - marketing on or with a mobile device such as

a cell phone, enabling the distribution of any promotional/
advertising messages to customers.

Online PR
Online PR- involves activities
geared towards influencing
media and audiences that
exist solely on the Internet.
Includes search engines,
blogs, news search,
forums, discussion threads,
social networks and other
online communication
tools.
Focus area- Brand
reputation monitoring and
management.

Online Video Marketing

Online Video Marketing- Making
videos and posting them online is
fairly inexpensive.
Videos were 50 times more likely to
receive an organic first page
ranking than traditional text pages.
Online videos stay online forever.
Money is spend to record a video
once but it could still be getting
views a year later.
Social media sites and videos go
hand in hand and most sites
encourage video posting and
sharing.

Session Two- Display Advertising

Search Marketing
Keyword/competitor research

Keyword selection
Ad copies selection
Landing page creations
Hosting the landing page
Ad group creation and getting the

campaign live.
Managing and optimizing the campaign.

Replacement of certain keywords, ad copies and landing page

to optimize the campaign and achieve better results.

What are Paid Listings?

These are listings that search engines sell to advertisers, usually
through paid placement or paid inclusion programs. In contrast,
organic listings are not sold.
Paid inclusions
- Advertising programs where pages are guaranteed to be
included in a search engine's index in exchange for payment.
- No guaranteed ranking
- Payment made on a Cost Per Click (CPC) basis .
Paid placements
- Advertising programs where listings are guaranteed to
appear in organic listings.
- The higher the fee, the higher the ranking. E.g. sponsored links
and Googles Adwords

Benefits Of SEM

Potential
clients are
connected
directly with
business.

It enables
potential
customers to
access online
business
whenever
they want.

It is the most
cost-effective
marketing
strategy.

Enhances
chances for
growing
businesses to
get ahead of
the
competition.

Why SEM?
Imagine youre a customer shopping for handicrafts
but when you arrive at the neighborhood shopping
centre you are greeted by rows after rows of
faceless stores with no signage telling you whats
available inside it would be a long and frustrating
task to find what youre after.
Not using search engine marketing means your
products and site are basically invisible online. Noone is going to know you sell the best value and
quality handicrafts in the whole place unless you
guide them to your store with the right marketing.

It is like expecting your customers to be able to find

you without making it clear what youre offering
them.

SEM (PPC)

Setting up the campaign Campaign setup

Deep keyword
research for
thousands of
words
Competitor
analysis
Ad copy design
Ad group creation
Landing page
design
Landing page
HTMLization

Uploading
keywords and
ad copies
Uploading
landing page
Tracking code
insertion on
landing page
Bidding the
appropriate
price for the
keywords

Daily analysis of
campaign

Bid price
Click rate
Impressions
Conversions
Bounce Rate

Campaign
optimization
Checking appropriate
bidding
Enhance keyword
selection by removing
non -performing
keywords and
selecting
performing/high traffic
keywords.
Making appropriate
changes on the
landing page if
required.
Make suitable changes
to ad- copies if
required.

Conclusions- SEM
SEM is one of the most professional
and popular ways to generate &
increase the customer visits to a
website.
SEM is a form of internet marketing that
seeks to promote websites by increasing
their visibility in Search Engine Result
Pages(SERPs).
Efficient team of professionals design
digital advertisements to enhance online
sales and business promotion of the
clients products.

CLIENT BUSINESS+ SEM =

 Next to Email, Search is

the most popular online
activity.
Google is the no.1 and
most popular search
engine and is getting
better day by day.

Why SEO Matters?

SEO is important
because it improves
the odds of someone
finding your company.

Online visibility can

help your credibility
and brand awareness.

SEO Scope
Optimized page ranking within 4 months
Atleast 20% increase in web traffic
Qualitative improvement in brand presence
Awareness Creation
Brand Recall

SEO Methodology
Keyword
Research: 1
Month
Large scale
keyword
discovery
Search
volume and
competition
analysis
Client
validation &
confirmation
Final keyword
selection

On Page
Optimization: 1
month
Meta Tags
Implementation
Accessibility by web
crawler
Page Title Assigning
Code Optimization
Content Optimization
Remove duplication
of site content if any
Image & Video
Optimization
Improvement in
website navigation

Off Page Optimization:4

months
Directory Submission
(alternate days)
Link Building (daily)
Social
Bookmarking(alternate
days)
Classified Ads
Posting(alternate days)
Blog Posting (weekly)
Article Posting (weekly)
Forum & Social Network
Posting (daily)
Reviews & Search Engine
Analysis (1 Month)

Best SEO Strategies/Techniques

1. Domain name strategies

Domain names are traffic magnets.

Choose a domain name that will increase your search engine ranking.
How?

Simple, short, no hyphens, no numbers.

Use keywords, common words, advertising terms, product names.
Choose a keyword that is important for your business.
2. Linking strategies
The more inbound links the higher the SE ranking
quality of inbound links is critical
How to increase links:
Good content
Good outbound links
Target a list of sites from to request inbound links .
Links for the sake of links can damage search rankings

Best SEO Strategies/Techniques

3. Keywords
Important in optimizing rankings.
Keywords are words that appear the most in a page.
The spider chooses the appropriate keywords for each page, then sends
them back to its SE .
Your web site will then be indexed based on your keywords .
Can be key phrases or a single keyword.
Like: education centre, best language centre in Delhi, sales training centre
4. Title tags

The first thing that a search engine displays on a search return.

Must keywords in title to be ranked no. 1.
Should have the exact keyword you use for the page.
Every single web page must have its own title tag.

Best SEO Strategies/Techniques

5. Meta description tags

The next important

Displayed below the title in search results.
Use dynamic, promotional language.
Use keywords

6. Alt tags

We include keywords in your alt tags

Search Marketing
Keyword/competitor research

Keyword selection
Ad copies selection
Landing page creations
Hosting the landing page
Ad group creation and getting the

campaign live.
Managing and optimizing the campaign.

Replacement of certain keywords, ad copies and landing page to optimize

the campaign and achieve better results.

Benefits Of SEM

Potential
clients are
connected
directly with
business.

It enables
potential
customers to
access online
business
whenever
they want.

It is the most
cost-effective
marketing
strategy.

Enhances
chances for
growing
businesses to
get ahead of
the
competition.

PPC- Scope Of Work

Setting up the campaign Campaign setup

Deep keyword
research for
thousands of
words
Competitor
analysis
Ad copy design
Ad group creation
Landing page
design
Landing page
HTMLization

Uploading
keywords and
ad copies
Uploading
landing page
Tracking code
insertion on
landing page
Bidding the
appropriate
price for the
keywords

Daily analysis of
campaign

Bid price
Click rate
Impressions
Conversions
Bounce Rate

Campaign
optimization
Checking appropriate
bidding
Enhance keyword
selection by removing
non -performing
keywords and
selecting
performing/high traffic
keywords.
Making appropriate
changes on the
landing page if
required.
Make suitable changes
to ad- copies if
required.

The Social Grid

zero degrees of separation

= Im the centre of my universe

Social Media Marketing

Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.

Media buying

Creating pages and accounts

Program updates & news feeds

Articles

Blogs

Press releases

Feedback responses

Weblink to enquiries and registrations

i) May I help you contact(s) page

Why Social Media Marketing?

It is a new buzz in the world, across individuals and corporate.
Measurable You can keep track of number of followers, fans, users and
members who are part of the group.
Cost effective medium
Get instant results
More accessibility
Brands and individuals can interact with their clients or customers
directly.

Social Media is

Reach of Social Media..

Social Media Marketing- Facebook Rules

Total users on Facebook 845 million.
More than 50% of active users log in to Facebook in any given day.
Facebook has 45 million users in India.
Average user has 130 friends.
More than 900 million objects that people interact with (pages,
groups, events and community pages).
The average time spent 3 hrs per month
More than 350 million active users currently access FB through their
mobile devices.
Is on road to become the next Google, is transforming to a Social
Media based Search Engine.

Social Media Marketing- Quick Tips

Status updates:

Update the status daily with

The current news of industry trends/current affairs
Views of professionals
Management tips, sales tips
Guidelines for facing interviews, group discussions
E.g.:

Seven Tips for Management Success

How Air India Improved its market share

Which will help to get daily attention and increase the number of likes and
visitors.

Helpdesk:
Working as a helpdesk for the visitors by replying them immediately and
answering their queries.
E.g.: Thanks for reaching us, how can we help you today?

Social Media Marketing- Quick Tips

Poll Questions:
Ask questions on regular basis and also award them with the gifts.
E.g.: Make sure your you comment on todays blog post to win two free tickets!
This will increase the number of participants and likes rapidly

Link Posting:
We will post variety of links on continuous basis related to
Effect of training
latest happenings in the Corporate sector
management experts views
biography of young achievers and so on
E.g.: The most amazing success story, how can you improve your English
speaking. /
http://www.businessblog360.com/2008/06/05/sameer-gehlaut-youngest-self-madebillionaire-of-india

Social Media Marketing- Quick Tips

Discussions:
Relating to current topics based on Employment
Sales, is training required?
Government job versus private job and so on
E.g.: For Selection, Group Discussion or Interview ? Please do comment.

This will help visitors to put their views and the page can be more interesting.

Contests:
Rewarding contests once a
month, to retain fans and
generate new fan base.
Contest organizing becomes a
subject of talk and sharing on
Facebook.

Social Media Marketing- Quick Tips

Photograph/Videos:
Uploading photographs, videos of events and certain Marketing
campaigns, winners of contests and tagging these photos, Interview of
CEOs, sales tips videos. Tagging photos helps in creating a viral effect.

Videos posting like: Three stories by STEVE JOBSmay be

your life will be change after this..!!!!

Social Media Marketing- Quick Tips

Hotel Le Meridien is one of our Highly Satisfied Client

Express your identity/latest trends with features like change in cover

page dressing and content and timeline whenever your audience are
on web or mobile.

How to Get Ahead

Open

Invite
Listen

Ask
Respond

Share
Question the Macro

Observe the Micro

Whats Mobile Marketing?

Talk + Text + Web + Media + Apps

= Mobile Devices

Mobile Marketing Ways

Web Analytics

Web Analytics
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimizing web usage.
It is often done without the permission or knowledge of the
user, in which case particularly with third party
cookies which can be shared between different web sites
it can be a breach of privacy.
It can be used as a tool for business and market research,
and to assess and improve the effectiveness of a web site.
It can also help companies measure the results of
traditional print or broadcast advertising campaigns.
It helps one to estimate how traffic to a website changes
after the launch of a new advertising campaign.
It provides information about the number of visitors to a
website and the number of page views.
It helps gauge traffic and popularity trends which is useful
for market research.

Web Analytics- Categories

There are two categories of web analytics-

Off-site web analytics refers to web measurement and analysis regardless of

whether you own or maintain a website. It includes the measurement of a
website's potential audience (opportunity), share of voice (visibility), and buzz
(comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's behavior once on your website. This
includes its drivers and conversions; for example, the degree to which
different landing pages are associated with online purchases.
This data is typically compared against key performance indicators for
performance, and used to improve a web site or marketing campaign's audience
response.
Google Analytics is the most widely-used on-site web analytics service; although
new tools are emerging that provide additional layers of information,
including heat maps and session replay.

Key Performance Indicators

Conversion Rates
Measure of site's effectiveness in persuading visitors to take a
desired action.
Here conversion means sale of products.

Cost/Conversion/ROI
Cost of acquiring a customer by which company can measure
the success of marketing initiatives.
ROI and Return on Ad-spend can be calculated.

Visitor Numbers & Stickiness

Users demographic details such as their location, mindset,
demand, and frequency of visits are recorded along-with duration
of visit & pages visited.

The Drivers: Leading the Pack