This presentation has prepared for students of DAIICT by Blow Horn Media, LLP in the association with Google Business Group - Ahmedabad. Purpose of this presentation is to educate students about digital marketing, future of it and career scope in digital marketing.

1. November 05th , 2014
DAIICT Campus, Gandhinagar
By Ankit Brahmbhatt

2. Topics to be covered
1. Importance of Online Presence
2. Branding your Business through Social Media
3. Social Media Marketing
4. SEO
5. Pay Per Click
6. Remarketing
7. Content Marketing
8. E-mail Marketing
9. Future in Digital Marketing

3. Introduction
What is Digital Marketing?
 Digital marketing is the process of building and
maintaining customer relationship through online
activities to facilitate the exchange of ideas, products
and services that satisfy the goals of both parties
 In plain English “ Getting found Online”

4. Changing Scenario
Not just to connect
with FAMILY or
FRIENDS

7. What exactly is online presence?
 Online presence is the sum of the identities you’ve
created (personal and business-drive) + interactions
those identities have established, and participated in,
online
 Your online presence has a very broad reach
 If built successfully, can spread brand awareness and
gain you fans, followers, leads, customers and business
from an online relationship

8. Importance of Online Presence
 Don’t just build an online presence because you’re
“supposed to”, build it strategically so that it can help
your overall goals
 Strategize: What are your goals?
 Understand your both short-term and long-term goals
 How your online channels will help you for your goals
 Set up a solid platform
 First platform is your website
 Use keywords to help get you near the top of search
returns
 Use the tools such as Google Keyword

9. Importance of Online Presence
 Make yours the best site anyone has ever visited
 You can do a lot to make a visitor STAY and learn more
about your business
 Use easy-to-use navigation, attractive design elements
and intriguing copy to attract them
 Continued value by a blog or free giveaway
 Give people a reason to visit your site
 Blogging can very easily be a part of your goal
 Set a free giveaway for people when they sign up for your
email list

10. Importance of Online Presence
 Be social: “Being Seen” is the main need
 Test and choose several social channels
 Social media is a GREAT marketing tool to gain fans and
followers
 Start building relationships with them
 Track
 Track your online presence at regular intervals
 Recognize the current trends
 Identify why you had a large spike in traffic

13. Build your Brand through Social Media
 It has become necessary to create potential of social media
engagement for generating business or personal value
 With each click, comment, like or post, people leave vital
pieces of information
 Virtual footprints can be aggregated to generate new
insights for brand management and engagement
 Without a framework, the brand value of social media stays
hidden in plain sight
 Prepare a strategy for your whole plan

14. What to add to your strategy?
 Identify Brand Goals
 Closely look at your needs and decide how you want to use
social media to contribute to reach them
 Set Marketing Objectives
 Your objectives must be specific, measurable, achievable,
relevant and time-bound
 Identify Ideal Prospects
 Know your target audience’s age, occupation, income,
interests, pains, likes, dislikes, motivations & objections

15. What to add to your strategy?
 Research
 Compile a list of your main competitors. Find out which
social networks they’re using and analyze their content
strategy
 Choose Channels and Tactics
 Know which primary and secondary social networks you
should focus on
 Your tactics for each social channel rely on your goals and
objectives
 Create a Content Strategy
 Type of content, time of posting and frequency of posting are
3 main elements to consider

17. Basic Steps

18. Facebook
 Capitalize on Major Events and Holidays
 Crowd source for New Feature or Product Ideas
 Engage your audience with Fun post
 Post visuals
 Post Consistently
 Respond To Everyone
 Deliver Content That Interests Your Fans
 Tell your story through Video
 Always respond & reply to your audience

19. Facebook
Sponsor Ad

20. Facebook Remarketing
 Creation of your Ad means Marketing
 Marketing of that Ad means Remarketing
 While surfing on Facebook, not users but that Ad will
follow your users
 That Advertisement will automatically come on their
page

21. Twitter
 Make clear how Twitter fits into your priorities
 Supercharge your email notifications from Twitter
 Schedule regular visits to your Twitter stream
 Create your own Twitter homepage
 Find your most valuable followers
 Clean up the list of who you follow
 Clean up your app connections
 Expand your audience by using hash tags
 Get familiar with Twitter’s Advanced Search
 Keep the tweets short
 Find your perfect ratio of sharing

22. LinkedIN
 Set up a detailed profile with the projects you have
done
 Encourage people to recommend you for your work
 Expand your skills and add as much as skills in your
profile
 Follow the companies and apply the job via linked in
 Create a poll within groups
 Content ads (Paid)
 Social ads (Paid)
 Event sponsorships (Paid)
 Post jobs (Paid)

23. Google+
 G+ isn’t just a social network–it’s part of a powerful
social platform that integrates with key capabilities
like Google Docs, chat, hangouts, email and more
 Effective strategies for G+:
 Make Your Google+ Page Findable
 Network Strategically With Circles
 Include Compelling Content
 Be Proactive With Engagement
 Join Communities and Hangouts
 Foster Relationships Before You Broadcast
 Team Up With Influencers
 Spread the Word

24. Important Tools
 For Facebook
 HyperAlerts: For email alert
 ShortStack: Creates free campaign & promotes it
 Tagboard: Uses hashtag & get public social media in fb &
twitter
 LikeAlyzer: Analyzes your Facebook page
 For Twitter
 Bit.ly: For short link for twit & analyzes click
 Buffer: For tweet scheduling
 Tweetdeck: For real time tracking, organizing & engagement
 Tweetreach: For analyzing your tweet reach to people

25. )
Primary goal of PPC
advertising is to drive as
many targeted visitors as
possible to your company’s
website

26. What is SEO ?
 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.
 Including all the major search engines such as google,
bing and yahoo have primary search results.
 Finally SEO is a technique which helps search engines
find and rank your site higher than the millions of
other sites in response to a search query.

27. More Clear Idea…

28. SEO Life Cycle

29. Types of SEO
 On page SEO – Refers to factors that have an effect on
your website or webpage listing in natural search
results.
 Off page SEO – Refers to factors that have an effect on
your website or webpage listing in natural search
results. Its not controlled by you or coding on your
page.

30. On Page SEO Factors
 Title and Meta tag Creation
 HTML Optimization
 H1, H2, H3 tag and importance
 Canonical Issues & 301 redirection
 Sitemap.xml & robots.txt
 Sizing of site of content
 Linking Consideration
 Freshness of Pages

31. Off Page SEO Factors
 Directory Submission
 Social Bookmarking
 Article Submission
 Web 2.0 Submission
 Classified Submission
 Search Engine Submission
 Press Release
 Forum Posting

32. Google Algorithms
 Penguin Algorithm
 Panda Algorithm
 EMD Algorithm
 Hamming Bird Algorithm
 Page Layout Algorithm
 Many other Updates

33. )
Primary goal of PPC
advertising is to drive as
many targeted visitors as
possible to your company’s
website

34. Pay Per Click (PPC)
 It can be classified into:
 Fundamentals
 Ad formats
 Budget & Bidding
 Campaign management
 Search Advanced
 Ad & site quality
 Optimizing performance
 Display Advanced (Banner Ads, Rich Media Ads)
 Display Ads on Google Display Network & Youtube
 Display Ads on Mobile devices
 Video Advertising

35. How Search Ad works?
 A Search ad consists of a heading, a short summary
and the company URL
 Major search engine displays these paid ads of their
“organic” or “natural” website search rankings
 When someone clicks on the advertiser’s paid listing,
they arrive at the advertiser’s website and are charged
an amount up to the amount of their keyword bid

36. Benefit from Search Ad!
 Immediate Visibility
 It will only take a few days for your campaign to be set up
and launched
 Your website becomes immediately visible
 Spend some time before your online visibility improves
 For businesses without a strong online presence, it
doesn’t take long for PPC marketing to work its magic
 Target More Keywords
 No need to worry about number of keywords you want
to target with your campaign
 With PPC marketing, you can select as many keywords
giving you the chance to attract more customers

37. Benefit from Search Ad!
 Higher Organic CTR
 Click-Through Rate of your site will increase organically
on combining PPC with SEO
 More people will click on your ads and be directed to
your website or landing page
 You can convert the visitors into customers using best
lead conversion tactics

38. Search Ads

39. Banner Ads
 Small rectangular advertisements that appear on all types
of web pages
 Banner ads are usually simple pieces of HTML code
 If you click on them, your Internet browser will take you to
the advertiser's website
 It has ability to bring a potential customer directly to the
advertiser's website
 By several ways advertisers measure banner ad success:
 Clicks/Click-throughs
 Page views
 Click-through rate (CTR)
 Cost Per Sale

40. Rich Media Ad
 A form of advertising that utilizes an array of interactive
digital media, including streaming, video and audio
 Initial load of a Rich Media ad is 40K or more
 While display ads sell with pictures, Rich Media ads offer
more ways to involve an audience with an Ad
 The Ad can expand, float, peel down, etc.
 Some Benefits:
 High interaction rate
 More calls to action
 Larger Space to Provide Visuals and Messaging
 More efficient to increase brand awareness

42. YouTube Ads
 YouTube has become highly effective venue for accessing
massive audience through online advertising
 A variety of ways in which companies can use YouTube
Advertising:
 Promoted Videos: Your Ad video is displayed against
relevant search results and related video content on YouTube
 TrueView Video Ads: Similar concept to AdWords in that
you only pay when viewers have chosen to watch your Ad, not
when an impression is served
 A Brand Channel: Create a bespoke channel, customising
the look and feel of your brand with banners and branding
box features available

43. YouTube Ads

45. Remarketing
 It lets you show ads to users who've previously visited
your site when they browse the Web
 While using it, you'll tag pages of your site that
correspond to certain categories you want to promote
 For example, only 1 to 3% traffic converts to our
objective but to drive those 97% we need remarketing

46. Remarketing
 There are different ways to target these audiences:
 Based on the product page they visited
 Based on visiting a certain page of your checkout process
 Even based on not visiting a certain page
 Advantages:
 Brand exposure
 Higher conversion rates
 Better ROI
 Audience targeting

47. Remarketing

49. Content Strategy
 Create a perfect Planning Document & manage your
content marketing efforts
 Set up the objectives: Decide the strategy how you’ll
build your brand and break it into small fractions to
easily meet your specific goal
 Target audience: Select & refine the niche you want to
target. Locate your ideal customers.
 Strategy: Craft your core message into a benefit
statement. Decide which kind of content you want to
present before your audience.

50. Content Marketing
 Technology: Choose the publishing platform for each
type of content you’ll create & decide social media channels
you’ll be active on
 Content Management: Set specific objective for each
channel such as
 Drive traffic to another channel
 Engagement
 Community Building
 Lead Generation
 Inform& educate
 Thought leadership building

51. Content Marketing
 Type of Content Marketing
 Text Content:
 Its usual a blog where you share the content in text format,
people read the entire blog and leave you feedback
 Ideal content should not more then 350 words
 Pictorial content
 You share the content with photos, design the creative and add
content in it
 Ideal pictorial should clean and eye catchy
 Video Content
 Audio video content sharing which attract people to watch it and
share it
 Ideal video content should not be more then 3 mins

53. Email Marketing
 Build an acquisition strategy
 Make Sure Your Email Has Obvious Links
 Optimizing for mobile is particularly important
 Personalize email whenever possible
 Automate your post-purchase messages
 Make It Easy to Unsubscribe
 Keep Your Text Short and Easy to Scan
 Properly Use Alt Text, Title and Linking with Images
 Always Ask Users to Add You to Their Contact List

54. Benefits of Email Marketing
 Maximizes your Marketing ROI
 Cost effective: Inexpensive compare to other marketing ways
 Increases customer loyalty : Deeper relationships will
automatically drive the loyalty & ultimately, profitability
 Drives more sales conversions: Gently leads a prospect through
the sales process, provide important data and drives the prospect
to your Website
 It allows you to communicate at Internet speed
 Improves Tracking & Feedback: Unlike most types of marketing,
it can be easily measured and everything can be tracked with e-mail

55. E-mail Marketing
 Growing the value of your customer relationships
while also converting new prospects can be a tough
challenge
 E-mail marketing is the best choice
 For E-mail marketing, use tools such as:
 MailChimp
 VREmail
 Zoho

56. E-mailer

58. Future in Digital Marketing
 Market is growing 200% year by year
 Around 40% of world population has internet
connection with yearly growth of 8%
 In 2006 there were 21 million active internet users
which rose to 243 million users by June 2014 in India
 Next big thing is smartphones, which are killing the
static and unresponsive websites
 Recently Softbank from Japan has invested $627M in
snap deal
 Flipkart has acquired Myntra by INR 2000 Cr

59. Future in Digital Marketing

60. Future in Digital Marketing

61. Career in Digital Marketing
 Social Media Expert:
 Where need to manage client’s social media profile, day to
day status post, Run advertising campaign on Social media
 Content Writer
 Write a blog and article on behalf of customer, Technical writing
will give you additional advantage, editorial skill and research
expertise required
 PPC Expert
 Run set of campaigns on search platform, display platform,
coordinate with affiliate networks for CPT, CPC, CPA, CPL deals

62. Career in Digital Marketing
 Designer
 Graphic and web designing expertise which add value
 Manager – Client Services
 Manage all campaigns of the customer, Design strategy and
Media Planning for the customer
 Manager – Creative
 Manage all designing project and lead the creative team with
joint coordination of Client Servicing
 Sales and Business Development
 Having a Technical back ground you may pursue your career in
sales and BD, lucrative incentive and client communication will
shine your future brightly