Digital marketing overview

1. MOSES GOMES

2. USER JOURNEY

3. AGENDA 1. Changing landscape for business today 2. Introduction to Digital Marketing 3. Email Marketing 4. Display Advertising 5. Search Engine Optimisation 6. Search Engine Marketing 7. Mobile Marketing 8. Website Development 9. Web Analytics 10. E-Commerce 11. Customer service in new media 12. How CSR impacts social media sentiment of brand 13. Crisis management on social media 14. Viral marketing 15. SPIN Marketing

4. https://wearesocial.com/global-digital-report-2019 1

9. https://www.impactonnet.com/cover-story/the-impact-trends-report-2019-6272.html EMERGING MEDIUMS AND MARKETS IN INDIA VOICE SEARCH RISE OF OTT AND VOD AI, M2M, AR, VR AND CHATBOTS REGIONAL AND VIDEO-BASED CONTENT DATA TRANSPARENCY AND PROGRAMMATIC SOCIAL MEDIA INFLUENCERS TO CREDIBLE INDIVIDUALS 1

11. INTRODUCTION TO DIGITAL MARKETING Digital marketing is doing marketing of products, services, brands or people on Internet / web using digital devices 2

12. DIGITAL MARKETING VERSUS TRADITIONAL MARKETING 2

13. P – O – E – M FRAMEWORK 2

14. SKILLS REQUIRED IN DIGITAL MARKETING Digital marketing is arguably one of the most challenging, creative, fulfilling, rewarding and ever-changing career paths available in today's world. 2

15. DIGITAL MARKETING TOOLS AND RESOURCES Whether we’re digging through data or fine-tuning our social presence, relying on the right digital marketing tools means saving time and maintaining our sanity. 2

16. WHY EMAIL MARKETING? 3

17. DO’S AND DON’T’S OF EMAIL MARKETING? 3

22. EMAIL CAMPAIGN METRICS Email Marketing is like a science, you need to keep on fine tuning it till you get the desired results. 1. Open Rate: The percentage of email recipients who opened the email 2. Click-Through Rate: The percentage of email recipients who clicked on one or more links contained in a given email. 3. Conversion Rate: The percentage of email recipients who clicked on a link within an email and completed a desired action, like filling a lead form. 4. Bounce Rate: The percentage of your total emails sent that could not be successfully delivered to the recipient's inbox. 3

23. MARKETING AUTOMATION Marketing automation is a software platform that helps you automate your marketing and sales engagement to generate more leads, close more deals, and accurately measure marketing success. Types of emails used in communication 1. The Welcome Email Series 2. The Standard Promotional Campaign 3. The Seasonal Campaign 4. The Triggered Email Series 5. The Post-Purchase Drip 6. The Connect-Via-Social Campaign 7. The Newsletter 8. The Cart Abandonment Campaign 9. The re-engagement campaign 3

25. Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Google Display Network makes it possible for you to show your ads on websites, mobile apps, and video that partner with Google DISPLAY ADVERTISING Create all types of ads - text, image, interactive and video ads Place those ads on websites that are relevant to what you’re selling Show those ads to the people that are likely to be most interested Manage and track your budget, campaigns and results as you go 4

26. TYPES OF DISPLAY ADVERTISING Keyword/ Contextual Targeting Topic Targeting Demographic Targeting 4

27. TYPES OF DISPLAY ADVERTISING Placement TargetingInterest Targeting Re-marketing 4

28. DSP - Demand-Side Platforms SSP - Supply-Side Platforms TYPES OF PROGRAMMATIC ADVERTISING Programmatic advertising is the automated process of buying and selling ad inventory through an exchange, connecting advertisers to publishers. Ad Network: A media company that sells inventory across a range of publisher sites to advertisers at a set price Ad Exchange: A technology platform where publishers and ad networks sell their impressions to advertisers programmatically or real – time bidding. Ad exchanges often connect to DSPs and SSPs, but advertisers can buy from ad exchanges directly. 4

29. TYPES OF YOUTUBE ADVERTISING 4 Youtube offers a great opportunity to promote videos to second largest search engine.

30. An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet. WHAT IS SEARCH ENGINE 5

31. WHAT IS SEARCH ENGINE OPTIMISATION Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine. 5

32. On-page optimization is the process by which various elements on an individual web page are structured so that the web page can be found by the search engines for specific keyword(s) or keyword phrases. ON – PAGE OPTIMISATION • Title Tag • Meta Keywords • Meta Description • Robots file • Header • Alt text • Alt Image Tag • Content of Web Page • Keyword Density • Optimized URL Structure • Anchor Text • Interlinking • Breadcrumb • Navigation structure • Site Map • Google Site Map 5

33. Off – page Optimization is optimization done off the Page, like getting relevant links from other sites, link exchange with quality relevant sites, choosing relevant anchor text from the perfect location on the different pages of different sites etc. OFF – PAGE OPTIMISATION • Link popularity • Anchor text • Page Rank • Back links • Bookmarking • Forums • Blogs • Social network • Articles • Press Releases • Participate in Answer site • Video submission • Image sharing • Directories • Traffic 5

34. WHY PPC (SEM) IS IMPORTANT? Since buyers can be searching for your services/products at any point of time, it is advised to have an Always On Search Engine Marketing Campaign. SEM allows us to run very niche targeted campaigns tailor-made for specific product offerings: 1. Keyword Targeting i. Broad Match ii. Phrase Match iii. Exact Match iv. Negative Match 2. Location Targeting i. Country ii. State iii. District/City 3. Language Targeting i. English ii. Hindi iii. International Languages 3. Device Targeting i. Desktop ii. Mobile 6

35. Site Link Extension Text Extension GOOGLE AD EXTENSIONS Click-To-Call Extension Location Extension Review Extension 6

36. KEYWORD PLANNING Targeting right keywords can help you rank high in search engines and drive organic traffic to your site. Keyword research is the foundation on which your whole content creation should take place. Compile a list of potential keywords and phrases based on your niche and the topics relevant to your site. 6

37. MONITERING AND PERFORMANCE REPORTS It is mandatory and important to monitor the campaigns and tweek to achieve better Quality Score. This helps to reduce the CPC rate, increase ranking amongst competitor ads and drive better ROI. 6

38. HOW TO ACHIEVE 10/10 QUALITY SCORE FOR ADS Improve ad copy to include the keywords Improve your landing page Change the ad group to put it with more relevant ads 6

39. IMPORTANCE OF MOBILE MARKETING 7

42. Gamification USING MOBILE PLATFORM FOR MARKETING Mobile advertising Mobile search Mobile optimized websites SMS Mobile coupons Native mobile apps Location-based offers QR codes Augmented Reality and Virtual Reality 7

43. IMPORTANCE OF A GOOD WEBSITE 8

44. • Google analytics integration • UI/UX for user interaction • Mobile version - AMP (Accelerated Mobile Pages) • Domain name registration in your name • Enquiry page • Search engine submission • Google places registration • Internal webpage scroll – a BIG NO • Meta Tags and Web page title • Original images, or royalty free • Content original or re-write • Each product should have different URL with keywords and site map • URL mapping with domain name • Social media URLs creation • Responsive website • Search functionality in website • No broken links or 404 pages KEY POINTS TO LOOK FOR IN A WEBSITE 8

45. Product mapping Website title 8

46. Right click and click on view page source, to view meta tags 8 XXXXXXXXXXXXXXXXXXX

47. Meta Tags, this should contain all your keywords 8

48. Here check your domain registrar details 8

49. Further it provides company name, email id and other details 8

50. Original images Product URL 8 XXXXXXXXXXXXXXXXXXX

51. Site map for better SEO results 8

52. Google Places registration 8

53. Submit URL to Google, yahoo, bling, AOL, etc 8

54. Time line selection No of hits 8

55. • A website where entries (or posts) are written in chronological order and commonly displayed in reverse chronological order • Accessible to any internet user • A blog is often published through a content management system or CMS. WHAT IS A BLOG? Types of Blogs Personal blog Corporate blog Community blog Professional blog Gadget reviews Gaming Sports News Mommy blog 8

56. There are 4 main reasons to select a main topic: • Improve reader experience • Search engine authority • Your own growth and development • Profitability WHAT SHOULD YOU BLOG ABOUT? 8

57. • Bill Clinton and Monica Lewinsky sex scandal first appeared on Drudge Report a Blog. • Drudge Report is a blog managed by a journalist; it is actually an online news journal. • The editor Mr. Drudge published this report when Newsweek and other traditional media refused to publish it fearing President Clinton. • Overnight the blog became famous, it also influenced lot of online users to start their own blog and do citizen reporting. • This blog marks an important era in media, as people started believing in the online news content more than the traditional media. DRUDGE REPORT – BLOG – CASE STUDY 8

59. Google Analytics is a free web analytics service offered by Google which tracks and reports your website traffic. It is now the most widely used web analytics service on the internet. Some other tools available in market GOOGLE ANALYTICS 9

60. DATA COLLECTION BY GOOGLE ANALYTICS 9

61. UNDERSTAND USER BEHAVIOUR THROUGH GA 9

62. Multi-Channel Funnels reports are generated from conversion paths: the sequences of interactions (e.g. clicks/referrals from channels) that led up to each conversion and transaction. This data is captured via cookie and combined with tracking code. MULTI – CHANNEL FUNNEL REPORTS THROUGH GA 9

63. CONNECTING OFFLINE AND ONLINE DATA IN GA 9

64. Google Analytics data processing starts with the categorization of data into users and sessions. First, Google Analytics determines new vs. returning users. When a user lands on a page with tracking code, Google Analytics creates a random, unique ID associated with the user's browser cookie. Conversion is defined as an action that's counted when someone interacts with your ad (for example, clicks a text ad or views a video ad) and then takes an action that you've defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone. UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you. Google Tag Manager is a free tool that allows you manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code. Information from one data source (your website) is shared with another data source (Analytics) through Google Tag Manager TRACKING CODES AND IT’S TYPES 9

65. SOCIAL ANALYTICS Social analytics is monitoring, analyzing, measuring and interpreting digital interactions and relationships of people, topics, ideas and content. 9

66. Sentiment analysisConsumer profiling Consumer behavior 9

67. WHAT IS ECOMMERCE Ecommerce, also known as electronic commerce or internet commerce, refers to the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions Types of Ecommerce businesses Business to Business (B2B) Business to Consumer (B2C) Consumer to Business (C2B) Consumer to Consumer (C2C) 10

68. Scalability Flexibility Economically Viable AutomationData and reports Content and user mgt Integrations MUST HAVE FEATURES IN ECOMMERCE PLATFORM 10

69. CRAFTING USER JOURNEY 10

70. PRODUCT PROMOTION AND MERCHANDISING Ecommerce merchandising is the art and science of displaying products or offers on a website with the goal of increasing sales. Bombay Shirt Company, online application to custom design shirt helps customer to select the style of shirt. It further displays in a 3D format the custom shirt based on selection. 10

71. BRAND STARTEGY 10

72. NEW MEDIA AND CUSTOMER SERVICE 11 Social customer service is the practice of providing consumer support through social media channels such as Facebook and Twitter to quickly answer questions.

73. SOCIAL MEDIA LISTENING Social media listening, also known as social media monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet. 11

74. SOCIAL MEDIA LISTENING DASHBOARD 11

75. MANAGE CUSTOMER SERVICE 11

76. https://www.uschamberfoundation.org/sites/default/files/CSR%20Effect%20Final%20April%2014.pdf HOW CSR IMPACTS SOCIAL MEDIA SENTIMENT OF BRAND Promoting CSR activities through social media has a greater impact on lowering neutral sentiment than it does in decreasing negative sentiment Comparing the different levels of sentiment between mentions about the 30 companies in the study and mentions about though CSR activities. 12

77. 12BRAND TALKING ABOUT CSR ON SOCIAL

78. CRISIS MANAGEMENT ON SOCIAL MEDIA Today, crisis management inevitably involves social media, whether you are a large multi-national corporation or a small hometown business. When a crisis occurs—whether it’s negative publicity, a product recall, or an inaccurate news story going viral—social media should be the first place you turn. 13

79. • What should you look for to identify a potential urgent situation? • Watch for spikes in conversation— more Tweets / Updates than normal or more impressions than normal. • Is someone Tweeting / publishing updates over and over about something? • Are accounts with large follower counts jumping in or RT with quotes? • Are people using negative or inflammatory hashtags? • What links or articles are people sharing? • Are these spam accounts with less than 20 to 30 followers? SOME QUESTIONS YOU NEED TO ANSWER 13

80. VIRAL MARKETING 14 Viral marketing content spreads like wildfire across the internet. The goal is to get a marketing message out and enable people to send something along to everyone they know. Create massive brand exposure and free press Increase brand engagement Massively improve organic search rankings Generate high levels of social engagement, sharing, & brand interaction

81. SUCCESSFUL VIRAL MARKETING CAMPAIGN, YOU NEED 14

82. S – P – I – N MARKETING SPIN (Situation, Problem, Implication, Need/Payoff ) Selling concept was first published in 1988 by Neil Rackham. 15 It’s all about asking questions. It teaches you how to lead conversations with customers. You transition through four different types of questions: Situation, Problem, Implication, Need/Payoff. SPIN Situation Problem Implication Need pay off S – Situation Questions: Background creation P – Problem Questions: About difficulties / dissatisfaction I – Implied Needs: Problem that product can solve N – Need pay off: Show how you can meet implied needs

83. HOW DOES SPIN FRAMEWORK WORK

84. SOCIAL MEDIA FOR BUSINESS 16

85. Email @ mosiegomie@gmail.com Mobile no: +91 9833961636 I Tweet @ https://twitter.com/inspectordhola I Blog @ http://www.mosesgomesblogs.blogspot.in/ My ppt @ http://www.slideshare.net/gomesrelations My profile @ https://in.linkedin.com/in/mosesgomes My Friends @ www.facebook.com/moses.gomes I answer queries @ http://www.quora.com/Moses-Gomes On Google+ @ https://plus.google.com/+mosesgomes My photos @ http://instagram.com/mosesvgomez

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