Online Marketing & Analysis

Online Marketing & Strategic Analysis

Performance Marketing is evolving into a multi-channel discipline. Advertisers and media partners need more advanced tracking and reporting to ensure the efficiency and performance of their campaigns and Users/Customers.

“ The Ability To Send The Right Content To The Right Person At The Right Time ”

IntroductionOnline - Digital marketing is increasing in popularity around the globe, as more marketers discover the cost and ROI benefits. Marketers have an endless number of projects to work on and metrics to track, including countless channels, tons of traffic sources, and unlimited conversion hacks. But, Which ones actually matter? Which projects are worthwhile, and which metrics impact the bottom line? What’s going to improve your business today?A guide to creating marketing plans that cut through cluttered markets and identify the right promotional strategy to get the word out of your business.

Known Your Customer’s ?

Today’s buyers have higher expectations than ever before. As marketers know well, consumers are better informed, more selective, and quicker to say no – or to simply walk away. Bombarded with so many marketing messages each day. Only the smartest, most targeted, most relevant messages make the cut. If you can’t immediately address their needs, visitors will glaze over your messaging in a flash.And that means it’s no longer enough to have one message channel – to appear relevant to every individual in your audience, you need multiple messages channel, personalized for each one.Setting objectives gives you something to work towards as well as great focus on what marketing activities you need to undertake to succeed. Promotion is the fun part for some small business owners and a headache for others. In your promotional plan, outline exactly how you are going to reach your market.

Table of Contents1. Introduction

Digital MarketingWhat ? Why ? How ?Inbound & Outbound Digital MarketingISP/ ESP Service Provider

Email MarketingWhat ? Why ? How ?

Subject Line Strategy

Personas & Sale Funnel Development

Email Marketing MetricsEmail Campaign Strategy & Plan

CAN-SPAM Complain

Real-time Reporting and Dashboard Model

Email – Customer Life CycleList of Email Campaigns

Digital MarketingDigital marketing is a broad term that refers to various and different promotional techniques deployed to reach customers via digital technologies. Digital marketing is embodied by an extensive selection of service, product and brand marketing tactics.

Digital marketing is also known as Internet marketing, but their actual processes differ, as digital marketing is considered more targeted, measurable and interactive.

( Use of electronic devices such as Computers , Laptop, Mobile, tablets, TV and game consoles to engage with stakeholders ).

Why we Need Digital Marketing ? Digital Marketing is Measureable. Select

strategy will address how you'll measure the success and it will tell you about your customers. The first step to successful measurement is to know your goals objective. People CAN Find You on the Internet? SEO, or search engine optimization, is the process of helping your business to be found on the internet.

Email & Social Media Marketing - Track the impact of your campaigns and observe through sale Funnel.

The effects of online reviews and ratings on performance metrics are contingent on other characteristics, including own, brand, consumer, and firm characteristics.

The Principles of Digital Marketing—Target oriented , Addressability, Message relevance, Personalization and New Acquisitions.

How to Develop Your Digital Strategy ?A strategy helps you to identify and formalize who your customers are, what you want to say them (and, more fortuitously, what they want to hear from you).

Structural Digital Plan INTEGRATION PLANNING EXECUTION EVALUATION

Inbound Vs. Outbound Marketing ?Differ from each other in the approach as they utilize. In inbound marketing, the goal is to bring the customer to you. on the other hand, you create ads that bring your products or services to the customer with outbound marketing,

Inbound MarketingThe process of helping potential customers to find your company – and then turning their awareness into brand preference and, ultimately into leads and revenue. Seth Godin has proposed new idea-permission marketing. Here, consumers provide marketers with the permission to send them certain types of promotional messages, this is reducing clutter and search costs for the consumer while improve targeting precision for marketers.Inbound Marketing ChannelInbound Marketing is a broad discipline, bringing together all forms

of marketing that operates through electronic devices – online, on mobile, on-screen. And on other forms Content Marketing which serve to bring customers in closer to the brand.

Outbound MarketingOutbound Marketing / Traditional Marketing, is the marketing strategy where businesses try to find customers through building their brand awareness. The high cost of creating, delivering and broadcasting messages to a wide audience, Promoting through advertising and promotion, and interrupting the consumer, (many of whom will have no interest in its contents.)

“If you have more Money than brains, you should focus on Outbound Marketing. If you have more Brains than money, you should focus on Inbound Marketing. – Guy Kawasaki

ISP & ESP Service Provider ISP (Internet Service Provider)

ESP (Email Service Provider)

Internet Service Providers (ISP’s), are the businesses and organizations that provide users with Internet access and related services. These providers connect customers to customers of other service providers by way of networks. Often, Internet Service Providers (also called Internet Access Providers) are companies that provide telecommunications services including data communications access and telephone connection. ISP’s may be commercial, non-profit, privately owned or community-owned.

An email service provider (ESP) is an online email marketing application platform with its own dedicated mail servers for designing, sending, and tracking email campaigns.

Email Marketing

When devising plans for email marketing communications, marketers need to plan for:Outbound e-mail marketing , where e-mail campaigns are used as a form of direct marketing to encourage trial and purchases and as part of a CRM dialogue.Inbound e-mail marketing , where e-mails used as form of customers support enquiries and managed the subscription.

Email marketing involves permission-based email broadcasts either to customers (or prospects) on an in-house list or prospects on third-party list (list rental).

Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered Email marketing.

Email marketing is one of the most effective ways for a business to reach customers directly. You’re sending something directly into each person’s inbox, where they definitely will see it! Even if they don’t open it, they’ll still see the subject line and your company’s name each time you send an email, so you’re always communicating directly with your audience.

Why Email Marketing?

Benefits of Email Marketing• Email is an easy way to reach Customers. • It's an effective way to keep customers informed.

• Email coupons drive online and in-store sales.• It's easy to customize and integrate into other marketing tactics.

• Email Marketing Excels in Return-on-Investment• Email Marketing Improves Brand Awareness and Customer Relations

• Email Marketing Is Measurable

• Email allows marketers to reach out to consumers with Personalized, Relevant, Dynamic messages

“Content builds Relationships. Relationships are built on Trust. Trust drives Revenue.”- Andrew Davis

How to Develop Email Marketing Plan

Begin with the End in Mind —Create a strategic approach to email marketing by using the best communications strategy, targeting and marketing automation to maximize returns from their lists.

When implemented correctly, a strategic email marketing initiative can expand your sales conversation to a broader audience while building loyalty with your existing clients.

A successful email marketing strategy will help you gain the trust and loyalty of your audience, opening the door to move contacts into your sales cycle, convert them into strong leads, and eventually, win the business.

Structuring Your Email Campaigns :-Develop communication & contact strategies for all

phases of engagement, to prevent customers from becoming inactive or, dormant.

Benchmark the Email offers capabilities that enable marketers to communicate with one of the most powerful engagement mediums in the online space. This feature gives you the ability to take the product demonstrations, tours and special messages you shoot for customers, thank you emails, follow up emails specific to purchase, go-with items, upcoming promotions.

Email Campaign Plan —

By below mailer promotion plan we design - The message, the customer data, the ability to reach current and prospective customers, drive new sales as well as repeat sales, experiment with new ideas and offers, and so much more.

Email Marketing Metrics :What is the goal of my email marketing? Is it to grow subscriber database? Generate more leads? To convert more existing leads into customers? Whatever you decide your goal is, the next thing you need to do is figure out which metrics you'll need to track in order to determine how you're progressing toward that goal.One of the core challenges is that you have to deal with multiple data sources. There are three primary sources:

1) Email campaign data. How many emails went, to whom, what happened to them etc.

2) Website data. What happened after someone clicked on email links and land on website?

3) Company Cross-channel outcomes data. Multi-channel customer purchase behavior, customer lifetime value etc.

The key enabler for Analysis :

Email campaigns are tagged correctly (with tracking parameters).

Website landing pages are tagged completely (with the correct JavaScript tag).

Thought of the primary key that you need to pass into your backend database.

Overall Metrics Definition :

Key Point :-

3. Email layout :-

a) Vertical Layout over Horizontal is preferable.b) Text and images should be used in a right proportion.c) Use Multiple block of area for visual emphasis that offers specific eye path for key offerings.d) Call–to–action should be clear and enticing.

2. Pre-header/Header :-

a) Brand Logo. b) App install/Update c) Menu, sub-menu d) How It Works.

1. Brand Optimization :-

a) From Name/Address :- The name include in the “From” field of email can have a huge impact on overall open rates.b) Reply-to :- [email protected] or email support center.

5. Copy & Content :-

a) Use short sentences and paragraphs.b) Use design element to distinguish the content section from one another.c) Use bold type and sub-headers to make certain words stand out.d) Use bullet point to showcase benefits.

a) Graphics and Imagery should delineate the content sections well. Images speak louder than words.b) Whenever an image is used, it’s important to provide fallback color and alt-text for the image.c) Make feature headers or product offers readily clickable.

4. Visual Impact :-

a) Make it easy for your audience to share your email by including social sharing link.b) Adding registered trademark and Privacy Policy for positing brand standards.c) Add a line about ‘Why recipients are receiving this email?’ to decrease chances of SPAM

complains.

6. Footer :-

Plan dynamic content to deliver personalized preferences for segments of Audience. Tell people what’s in it for them. Give them clear, unmistakable value up front with a time of scarcity.

Email Template Design :

An Example of Email Template

It just a educational purpose, nothing final at all.

App Promotion Link

Logo

Menu

Pre-Header (optional)

Header Image

Call-To-Action

Main Content

Pre-Footer Promotion

Social Share

Footer

Identify a Strategy from Customer Life Cycle that would use to improve Email Marketing.Email marketing is so versatile in its ability to accomplish a broad range of goals. Campaign to drive conversions, will need to decide which pieces of top-performing content to utilize, which points of contact to leverage, and which conversion goals you ultimately want to achieve. Email allows to reach out to consumers with personalized, relevant, dynamic messages.

Focused on three fundamental pieces of the marketing methodology

1) Attracting strangers to become website visitors2) Converting website visitors to leads3) Closing leads into customers

Keeping track of these answers of three questions:

1) Which programs bring in targets or leads most cost-effectively?2) Where are we exhausting our lists?3) Which programs are bringing in the highly qualified leads?

Here are seven steps can take to better manage campaigns lifecycle and increase their customer lifetime value.

Next Coming soon………….

Thank You