Anyone willing to have an introductory note on Digital Marketing, will get most of the knowledge in this presentation.

1. An Introduction to
Digital Marketing
ANANDAN PILLAI
Associate Director (Paid Media)
Performics.Resultrix (a Publicis Groupe Company)

2. A juggler!
Digital Marketer
‘Occasional’
Blogger
- Since last 7 years
- Social Media, Digital Strategy, Paid Media , (minus SEO)
www.anandanpillai.com
Researcher
- 19 case studies
- 1 Book Chapter
Social Media
Native
Twitter, LinkedIn, Slideshare
- 7 research papers
- 1 Book (Co-Authored)
Invited Speaker
- MDI, XLRI, Goa Institute of Managemnt, Great Lakes, Symbiosis, MICA,
Fore School of Management, Christ University, ICFAI-Bengaluru,
Banasthali University

3. Agenda
• Introduction to Digital Marketing
• Media Planning
• Live demos of key tools
• In-class class study

4. Marketing
Product Price Place Promotion
Advertising
Sales
Promotion
Public
Relations
People Processes
Physical
Evidence
Traditional Digital

5. Media Industry: India
Source: M&E sector 2017: Key Trends, FICCI

6. Online
Classifieds
Social Media
Marketing
Content
Marketing
Mobile
MarketingContent
Marketing
Email
Marketing
SEM /
SEO
Affiliate
Marketing
Online Reputation
Management
(ORM)
Display
Advertising
D I G I T A L
M A R K E T I N G

7. SEM
What?
• Paid ads on Search Engines
Why?
• To drive visibility and consideration
How?
• Effort – Medium & Consistent
When?
• Short to medium term (can be consistent)
Where?
• Google, Bing, Yahoo

8. www.google.com/ads

9. SEM Building Blocks
Brand Campaign
Model
Campaign
Competition
Campaign
Generic
Campaign
Campaign
Keyword
Research
Ad copies
Landing Page
Mi Phone
Mi Mobile
Mi4, Mi4 6A
Redmi Note
Oppo phone
Cheap mobile
phone

10. Shopping Ads
What?
• Paid Merchandising on Google
Search
Why?
• To sales
How?
• Effort – High & Consistent
When?
• Short and Long term
Where?
• Google

11. Shopping Ads Building Blocks
Create a Google Merchant Center
https://www.google.com/retail/solutions/merchant-center/
Upload a Product Feed to Merchant Center
Link
Google Merchant Center Account
And
Google Ads Account
Set up “Shopping Ad”
On
Google Ads

12. Display advertising
What?
• Visually appealing static / rich media images
that drive traffic to desired destination
Why?
• It helps in driving consideration, leads
How?
• Effort – High & Sporadic
When?
• Short term
Where?
• Google Display Network (GDN),
Programmatic Advertising, Direct Buy

13. Display Advertising Building Blocks
Creative Assets
Suitable Destination
Landing Page
Sports
Music
News
Lifestyle
Technology
Entertainment
Auto
Ecommerce
Real Estate
Food

14. Social Media
What?
• Create presence on major & RELEVANT
social media channels
Why?
• It helps in creating community, driving word
of mouth, leads etc.
How?
• Effort – High & Consistent (requires lot of
creative content thought process)
When?
• Long term and consistent
Where?
• Facebook, Twitter, LinkedIn, Snapchat,
Intagram, Pinterest

15. Social Media Building Blocks
S T R A T E G Y
O B J E C T I V E
C r e a t i v e M e s s a g e
Type of Creative Asset
C H A N N E L

16. Video Advertising
What?
• Create presence on major & RELEVANT
social media channels
Why?
• It helps in creating community, driving word
of mouth, leads etc.
How?
• Effort – High, Sporadic (requires lot creative
content thought process)
When?
• Long term and consistent
Where?
• YouTube, OTT platform (HotStar, SonyLiv,
Voot, Amaon Prime, Zee5, Viu etc.)

17. Video Advertising Building Blocks
S T R A T E G Y
O B J E C T I V E
C r e a t i v e M e s s a g e
Video Length – 6 / 10 / 15 / 20 / 30 / 45 / 60 (secs)
C H A N N E L

18. SEO
What?
• Organic listing on Search Engines
Why?
• To drive and maintain brand
awareness
How?
• Effort – High & Consistent
When?
• Long term
Where
• Google, Bing, Yahoo

19. SEO: Follow Google’s Rules
•2005
• Websites that get regular visits will be ranked higher.
• Google started localizing search from country to city level
•2007
• “Universal Search” – Google unifies search operation across YouTube, News etc. Also, launched knowledge graph for
hotel, flight, financial, e-commerce etc.
•2008
• “Google Suggest” – Auto-complete feature introduced
•2011
• “Panda Update” – Weak, duplicate content with too many ads were penalized
•2012
• “Penguin Update” – Rewarded quality, organic backlinks and penalized artificial fake backlinks
•2013
•“Hummingbird Update” – Semantic search was given more weightage. User’s intent and context were prioritized
•2015
• “Mobile Update” – Every website needs to have a mobile version of it.
• “Quality Update” – This update focused more on user-experience and content quality
•2016
• “Adwords Update”- Dropped RHS paid ads placement and included them to the top of the organic SERP (Search Engine
Results Page) results
•2017
• “Mobile Interstitial Penalty” – Sites that ran interstitial ad units and where users were required to dismiss those ads
manually were penalized
• “Fred Update” – Sites that had customized ad units camouflaging with the site’s original content were penalized

20. SEO Secret Sauce

21. Blogging
What?
•Long form content on varied topics that users are concerned
about
Why?
•It helps in educating users, establishing thought leadership.
Also it boosts the SEO efforts
How?
•Effort – High & Consistent
When?
•Long term
Where?
•Own website, Personal blogs (Wordpress, Blogger, Tumblr,
Medium etc.)

22. Mobile Marketing
SMS App Install
Location Based
In-App
In-game

23. Influencer Marketing
What?
•Riding on popularity of celebrities and micro-influencers
Why?
•It helps in spread word of mouth much faster and in an
authentic manner
How?
•Effort – Low
When?
•Short term
Where?
•Celebrity Influencers, Micro-influencers

24. Influencer Marketing: Getting It Right!
Celebrity influencers Micro-influencers

25. How to find micro-influencers?
www.followerwonk.com

26. Email Marketing
What?
•Sending emailers to user database (owned or purchased)
Why?
•It helps in nurturing the captive audience and to ensure
repeat business
How?
•Effort – Low but Consistent
When?
•Medium term
Where?
•Gmail (GSP), Yahoo Mail, Owned Email Database, Paid
Database

27. Google Sponsored Products (GSP)

28. Paid Email Database Own Email Database
• Website Signups (Leads)
• RSS Feed
• Store walk-ins
• Customers
• Call-centers
• Social media handles
• Gated content
• Offline interventions (malls
/ shopping complexes /
education institutes etc.)

29. Email Marketing: Key Aspects
• Database Relevancy
• Get the Subject line RIGHT! (A/B test)
• Email Body: Keep It Short and Sweet
• Identify the best time to send emails
• Follow the schedule diligently
• Keep refining the email database
• Adhere to appropriate content in follow-up
emails
• Optimize for mobile devices
• Follow ‘Permission Marketing’ principles
Sent
Received
Opened
Clicked

30. Affiliate Marketing
What?
•Sort of marketplace where large media companies have
inventory across various genres (in simple terms they are
the middlemen to offer wide inventory)
Why?
•When you are focused on hard Performance objectives –
Leads / Downloads / Sales
How?
•Effort – Low and Sporadic
When?
•Short term (but some businesses thrive on this model, e.g.
education, BFSI, auto, e-commerce etc.)
Where?
•OMG, Admitad, icubes, Vcommission, Cashkaro.com, Komli
Media, DGM etc.

31. How will I measure Digital Campaign’s success?
How many saw?
• Impressions
• Opens
How many
Clicked? • Clicks
How many
landed?
• Website Visits
How many
interacted /
showed
interest?
• Leads
• App engagement
• Video views
How many
converted?
• Sales
• Downloads

32. Media Planning

33. What is Media Planning?
How Many People Can be Reached ?
at
What Frequency ?
to
Achieve Business Objectives

34. What?

35. Awareness
Share of Voice
Top of the Mind recall
Brand Equity
Engagement
Repeat Usage
Average Time Spent
Engagement Rate
Acquisition
Leads
Sales / Revenue
Footfalls
Objectives
Marketing
Objectives
Organization
Objectives Sales, Profit, Market Share

36. Whom?

37. Intent- Driven
1st party
Non-
Intent- Driven
2nd party
3rd party
Interest
based
Customers
Consumers
Influencers
Trade Partners
Competitors
Target Audience
SEM
Web Visitors
Mobile No
Email
Device IDs
Supplier / Partner
Platform specific
Industry database

38. Consumer Decision Journey vs Digital Channels
Non-Intender
Intender
Research
Consideration
Purchase
SEM Social Display Video Email Mobile

39. Where?

40. Type of Channels
Impact Sustenance Closure
YouTube Masthead
Display Marketing
GDN, Programmatic,
Native Ads
Facebook Lead Gen
Affiliate Network
CPD
2016 – Rs. 25 lakhs /day
2017-18 – Rs. 75 lakhs / day
2019 - Rs. 1.4 crores / day
Property
Type
Buy Type
CPM – Rs. 30 to Rs. 3,000
CPC – Re. 0.30 to Rs. 15
CPV – Re. 0.50 to Rs. 2
CPCV – Re. 1.30 to Rs. 3
CPDn – Rs. 5 to Rs. 50
CPL – Rs. 50 to Rs. 10,000
CPS – 1% to 15%

41. How?

42. • Product launch
• Product feature
• Service benefits
• Price benefits
• Limited Availability / Urgency
• Customer / End-Customer
benefits
• Societal benefits
• Achievement / Milestones
Communication Message

43. Marketing
Funnel
Stage
Facebook Twitter YouTube
Programmatic
Display
Google
Search /
GDN
Mobile
Upper
Video,
Facebook Live,
Cinemagraph
Promoted
Trend,
Videos
Masthead
Truview,
Ads
Videos,
Rich Media,
Expandos,
Interstitials
GIFs,
Static
Banners,
Text Ads
Interstitials
Middle
Canvas,
Collections,
Carousels
GIF Bumper Ads, GIF
GIFs,
Static
Banners,
Text Ads
GIF
Lower
Static Banner,
Lead Ads
Static Banners
Truview Ads
with keyword
targeting
Static Banners Static
Communication Type vs Marketing Funnel

44. When?

45. Geography Creative Max.
Exposure
Navratri Durga Puja Dussehra Karva
Chauth
Pre-Diwali Dhanteras Diwali
Gujarat 5
Maharashtra 5
UP, MP 6
Punjab, Delhi 4
Karnataka 2
West Bengal 3
Assam, Tripura 1
Tamil Nadu 1
Bihar,
Jharkhand
1
Rajasthan 1
Haryana 1
Tamil Nadu 2
Rest of India 3
Campaign Calendar

46. July'18
July'18 -
Aug'18
Aug'18 Aug'18 Aug'18
Aug'18 -
Sept'18
Sept’18
Channels Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 Wk10 Wk11 Wk12 Wk13
TV
SEM
Hotstar
YouTube
DBM
Display
FB /
Twitter
Campaign Flighting

47. How Much?

48. Campaign Success Measurement
• Business Metrics
• Brand Metrics
• Digital Channel Metrics
• Web Metrics

49. Business Metrics
• Market Share
• Category Share
• Revenue
• Profit
• App Installs
• Average Revenue Per User (ARPU)
• Customer Acquisition Cost
• Customer Retention Rate

50. Brand Metrics – Brand Lift Study
YouTubeFacebook
Publisher
3rd Party
Brand Track

51. Analytics – Display, SEM
• Impressions
• Clicks
• CTR = (Clicks / Impressions) *100
• Cost
• CPM = (Cost / Impressions) *1000
• CPC = (Cost / Clicks)
• Conversions
• Cost / Conversion = (Cost / Conversions)
• Reach
• Cost per Unique Reach
• Viewability

52. ANALYTICS - Social
• Engagement
• Facebook – Likes, Comments, Shares
• Twitter – Retweets, Replies, Likes
• YouTube – Views, Likes, Comments, Dislikes
• LinkedIn – Likes, Comments, Shares
• Clicks
• CTR = (Clicks / Impressions) *100
• Cost
• CPM = (Cost / Impressions) *1000
• CPC = (Cost / Clicks)
• Conversions
• Cost / Conversion = (Cost / Conversions)
• Share of Voice
• Sentiment Analysis (Positive, Negative, Neutral)

53. ANALYTICS – Video Advertising
• Views
• Cost per View
• Video completion quartiles – 25%, 50%, 75%, 100%
• Cost per completed view
• CTR
• Viewability

54. ANALYTICS – Email Marketing

55. ANALYTICS - Web
• Audience
• Sessions
• Unique Users
• Demographics
• Time Spent
• Bounce Rate
• Exit Rate
• New vs Returning User
• Acquisition
• Source – Direct, Search, Referral, Social
• Source – Country, City
• Behavior
• Pages Visited
• Site Search
• Conversions
• Goals
• Attribution

56. What ?
Whom ?
How ?
When ?
How much ?
Media Planning Summary
Where ?
Objectives: Organization AND Marketing
Target Audience: Intent-Driven vs Non-Intent Driven
Types of Channels: Impact, Sustenance, Closure
Communication Strategy: Product, Offer, Features, Urgency etc.
Campaign flight: Quarterly / Monthly / Weekly
Metrics: Business, Brand, Digital, Website

57. Thank you