Digital marketing 101 v1.0

Digital Marketing 10112th November 2014

Ground Rules

• The microphone is muted. I shall not be able to hear you.

• If you have a question, please type it in the chat box • Please mention your name & city when you type your message

• We will take up questions after the webinar is over

• A recording of this webinar will be made available to you for later viewing.

Agenda

• Overview of Digital Marketing

• Online Presence

• Search Engine Optimization

• Advertising

• Social Media

• Email Marketing

• Q&A session

Internet User Growth

40% of the world’s population is on the Internet. 2005- 1st Billion user

2010- 2nd Billion user

2014- 3rd Billion user

India Growth Story

Traditional Marketing Vs Digital Marketing

Hope It Works model of Traditional Marketing

You select your target audience

You create your communication

You select your media vehicles- TV/Print/ Outdoor

You beam your message out

And Hope your consumers respond

Ensure It Works model of Digital MarketingYou segment your target audience

You create multiple messages for different segments

You select your digital mediums

You track responses in real time.

You correct things in real time

Digital Marketing can be confusing

Multiple eco-systems

Endless possibilities

Constantly evolving

Pic- Daniel Webster

Digital Marketing Components

Components

Advertising

Social Media

Search

Website

Tools & Tracking

E-Commerce

Online Presence

Creating an Online Presence

Social

Website

Content• An online presence is all about

Image Projection & Management

• What people see, hear, or read about you online is what they will perceive you as.

8-step website creation process

Target Audience

Who is the Target Audience for your website?What are the demographics of your target

audience?Males? Women? Young adults? Children ?

What are the psychographic profile of your target audience? Early adopters? Opinion leaders? Late

Laggards?Give 5 key reasons for your target audience to

visit your website? Your content plan & layout will be influenced

by these reasons

Set Objectives The website is fundamentally your most important business

development representative He works 24 x 7, 365 days. You don’t have to pay him anything

Why do you think users will primarily come to the website ? For Information? For Help? To buy ?

When I meet my customer face to face am I sharing some additional information that is not going to be on my site?

Am I selling a product or a service? What aspect of my product or service carries most weight to my customer?

What do I hope to achieve by creating a website? Sales? Leads? Support ? Information?

Content Plan

Define the content that will go into your website ? The content is to be planned basis what you want your website to

primarily achieve Is the content available in-house? Or would you need it to be

created? Will the content change over time? How frequently will it

change? What will change in your content?

Answers to this will define your content requirements for your site as well as your monthly maintaience costs .

Wireframe

Wire framing is the process by which the overall layout of the site is defined before one gets into expensive designing and lay outing.

It helps both programmers, designers and clients to understand the overall flow of the website and the content requirements

Wire framing also helps designers and coders to work independent of each other thereby cutting down time considerably.

There are several tools that help in creating wireframes easily.

Technology

Define the Technology that would be used for the website.

Would you be using a CMS system? Ideally you should unless you do not intend to do any changes on your site!

Would you be creating and storing information ? You would need to integrate a database within your website in this case.

Dot Net is the most common & widely used technology in creating websites. Coding & Layouts

Once you’re Wire Frame is approved, you can move into the actual programming and Coding of the website.

If you are creating a simple website, it’s best to use ready-to-use tools like Word Press through which you could quickly and easily create your own website.

If your website is complex , ensure that there is a project manager who straddles the programming team and design team.

Testing

Never launch a website without first testing it. Ensure that you have a backend website analytics

tool integrated with your site. Google Analytics is free and will serve the purpose most times.

Test your site for: Link testingAlgorithm testingAuto-responder testingUser Flow testing

It’s human to have errors – hence test , test & test.

Launch

You are now ready to launch your website.

You will need to host it somewhere. There are plenty of good hosting service providers

Go Daddy or Network Solutions are good hosting service providers

Your hosting service provider will give you the domain name, hosting space as well as enough email id’s to run your website effectively

Website Creation- DIY or DIFM

• There are plenty of DIY platforms today that enable you to create, host and launch a fully functioning website in under an hour.

• They are ideal for small business owners who cannot/will not afford freelancers

• They are also ideal for SEP’s who like to be technologically enabled

• These platform provide complete solutions-hosting, email, social integration, website building, ecommerce integration

• Do It For Me(DIFM) websites are usually done where the brand/firm would like to go beyond the ordinary

Wire framing, UI, UX

• Wireframe as the name suggests involves creating a skeleton of your website without getting into expensive design & coding expenses.

• UI or User Interface defines how the user will interface and interact with the website

• UX or User Experience defines the kind of experience the user journey through your website will take. It marries functionality with creative design

Tools that help

• Wire framing tools• Help you create wireframes

for website creation as well as mobile application screens

• UI(User Interface) & UX (User Experience) tools

• The success of your website depends on how the interface and experience the user has when interacting with the site.

http://www.tripwiremagazine.com/2012/03/user-interface-design-tools.html

60 UI tools that one could use.

CMS- Content Management System

• CMS is a computer application that allows publishing, editing, modifying content from a centralized interface thereby avoiding the need for coding every time you want to make a change on your site.

• Having a CMS helps one to create a dynamic website whose content can be changed regularly without much expense.

• When you create a website, ensure that an easy to use CMS is being used by your web team so that you can take over the on-going maintaience & upkeep of your own site.

Website analytics

• Website analytics help you to understand your website traffic better so that you can modify and fine tune your site accordingly.

• Who is visiting

• From where he came

• What he did on your site

• How long he was there

• New visitor or returning visitor?

• Analytics can also be integrated with your advertising so that you can track the impact your advertising has had on site visitors and conversions

Search Engine OptimizationSEO

SEO & its importance

• SEO is the process of affecting the visibility of a website in a search engine’s natural search results

• Through SEO, a website’s natural rank is increased through which the site begins to rank on the 1st page of the search results.

• There is a direct correlation between the rank of a website on the page search results and the natural traffic that a site draws.

• Firms therefore spend thousands of dollars in ensuring that the website appears on key search results on page 1.

• Almost all SEO work is done keeping Google Search algorithm in mind

1 2

SEO analytics

• There are several tools- paid and unpaid that let you understand your current SEO level.

• These tools will give a primary indicator of what you need to set right – aspects which are within your control.

http://searchenginewatch.com/article/2303494/21-Best-FREE-SEO-Tools-for-On-Page-Optimization

Advertising

The Pie is growing

• Digital Advertising is the fastest growing medium in India.

• Whats driving it?• Speed of delivery

• ROI emphasis

• Real time analytics

• Extreme targeting possibilities

The Pie is confusing too

Online Advertising Formats

Text basedadvertising Rich Media

• Interactivity• Video & Music

Display• BasicAnimation

Delivery Mechanisms

Ad Networks

Advertise in multiple sites through a single ad serving platform

Ad serving platform provide serve ads to their network and provide clients with tracking & analytics in real time

Independent publishers

You buy ad spaces from independent publishers who give you an online access to track your campaign in real time.

Ad Buying Models

CPM• Cost per 1000

impression

• They see, you pay

CPC• Cost per 1000

clicks

• They click, you pay

CPL• Cost per 1000

leads

• Pay per lead

CPA • Cost per 1000

Acquisition• You acquire a

customer, you pay

What you chose will depend on your campaign objective

cheapest

Expensive

Support EcosystemCreative Optimization Enables real time optimization of creative elements using real data

Re-targeting platforms Enables advertisers to re-target users on other platforms post initial visit

Measurement & Analytics

Enables advertisers to track, monitor & measure campaign effectiveness

Social Media

Social Media PrismSocial Media is the fastest growing space within the Internet Medium.

There are over 350 social media sites that address multiple domains

Today, depending on who your consumer is, you could splice your social media marketing effort to reach out and engage with the consumer in any of the 350 odd social sites.

B2B oriented B2C oriented Vertical focused

LinkedIn Facebook Pinterest ( women)

Twitter YouTube Flickr ( photo

sharing)

YouTube G+ Instagram ( photo

share)

Quora Tagged Airbnb ( travel)

Blogging Foursquare Geni ( family tree)

Xing Meetups Habbo ( teens)

1 rule of social media

Engagement is critical I, Me, Myself Vs You, Yours & US

2 & 3rd rule of social media

Content is King

Relevancy of content

Content Format

Networking

Create Networks

Leverage Networks

6-step social media planning process

Social Media

Objective What do you want to achieve from your social media presence?Build a community?Drive engagement with the community? Sell to the community?Build thought leadership?

Not having a social media goal is like shooting a ball aimlessly and hoping its headed towards the goal post!

Social Media

Platforms

Select your social media platform basis your business.Are you a B2B or a B2C company?

It’s better to be strong in 1-2 key social media platforms than be weak in several ones.

Choose your primary 2 platforms with care. The secondary ones could be less important platforms.

Select your platforms based on what they deliver and basis what kind of content you can come up with. For example there is no use of selecting Youtube if you cannot come up with video content

Communication

Strategy

This defines what you will want to say and the manner in which you will communicate to your social network.

Remember your social network is not just limited to those who are connected to you but also encompasses others Would you using blogging sites to spread the

message? In what format will you communicate your

messaging? Text? User Driven content?Visual? Infographic?Video ?

Content Plan

Create a well defined content plan for your social engagement.

Content plan details out :What will be communicated? Frequency? Periodicity Format

Calenderize your content weekly Use 3rd party content sources if you cannot

create your own content. Look at content that will aid virality of your

message.

Social Media Team

In-house execution or out-sourced execution?A good social media executive should have some

basic social skills Good command over EnglishCreative, out of the box thinkerHow active is the person on social mediaAbility to spot social trends

Ensure that you have an effective social media communication tool to handle the social media work

Tracking

Tracking and analytics is a critical component of ensuring an effective social media.

There are plenty of social media tools that help you understand :What content is best being consumed by

your networks The tool also helps you better understand

your social constituents so that you can fine tune your content & messaging

If you are additionally using paid social advertising, these tools can help you track conversions better.

Social Media Management Tools

• Katrina Kaif 61

• Sunny Leone 82

• Shah Rukh Khan 82

• Sachin Tendulkar 88

• Narendra Modi & Amitabh 89

• Justin Beiber 92

• Barack Obama 99

What’s your

Email Marketing

Email Marketing

• 144 Billion Emails are sent out everyday!

• The most used and the most abused marketing technique.

• It is cheap & economical

• It is Fast

• It works

• You cannot afford to ignore email marketing if you are in the digital marketing business. It has to be integral to your marketing mix.

6 steps to running an email marketing campaign• Database

• Having or creating a database of prospective consumers is important.

• You can build your own database or rent out commercially available data records from 3rd party

• List Vendors

• Affiliate publishers who offer opt-in commercial mailing

• Creating an appropriate subject line• Avoid lengthy subject lines – most email clients truncate beyond 50-60

characters.

• Do not use words like Free, Win, Prize etc. Email spam filters will automatically block your email.

• Personalized subject matter emails get maximum open rates.

6 steps to running an email marketing campaign• A/B Testing

• Test out your email with different subject lines & copy to see which one gets a better open rate and click through rate.

• Test out the best times your email gets highest open rates. Is it early morning? Mid morning? Late evening? A lot will depend on the audience type you’re sending the email out too.

• Email Design• Should you use Text or Visually attractive

emails? Remember most email clients will block images!

• Ensure that your email text doesn’t get blocked on account of the picture.

• Test out your design on different browsers and email clients- Outlook, Outlook express, Gmail, Yahoo, Hotmail etc.

Will your email look like this when it reaches me?

6 steps to running an email marketing campaign• Call to Action

• Ensure that your call to action is loud and clear in your email – What do you want the prospect to do next?

• Tracking• Invest in a email campaign management

tool that allows you to broadcast as well as track your email campaign

• Who opened?

• On what device?

• On what client?

• On what browser?

• Who clicked? How many ?

• What did they click on?

Digital Marketing 101 - conclusion

Components

Advertising

Social Media

Search

Website

Tools & Tracking

E-Commerce

Thank youQuestions Please