Fundamental of Digital Marketing- Digital Marketing

FUNDAMENTALS OF

DIGITAL MARKETING CONTACT US

+91 7985841550 www.digifootprints.com

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Digital Marketing Overview Digital Marketing Definition: Digital Marketing is a Marketing Technique that involves the usage of digital mediums such as internet & wireless for creating awareness, consideration, purchase & loyalty for a brand, product, or service.

Digital Marketing is also known as online marketing or internet marketing as internet is major medium supporting these marketing activities.

Need of Digital Marketing: More and more people are getting connected to digital mediums.

Digital devices like smartphones, laptops, tablets, etc. are an essential part of our life.

We use these for our daily activities like shopping, pictures, entertainment, work, etc.

Consciously/Unconsciously we are creating a lot of data about ourselves.

This data can be linked to our email ID and phone number telling brands about our personal preferences.

Using Digital Marketing companies try to target people based on interest and preferred mediums.

Multiple Devices

Digital Activity

Personal Data

Before we go into the details of Digital Marketing it's important to understand - how the existence of these digital devices (laptops, mobiles, etc.) has completely changed the way a modern buyer approaches a buying cycle.

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Digital Marketing vs Traditional Marketing The ability to target people in a personalized way is the main reason why companies have started preferring Digital Medium these days.

Traditional Marketing

Digital Marketing

Involves presence on print ads, outdoor ads, newspaper ads, TV, Radio etc.

Involves presence on Websites, email, social media, search engines etc.

Lacks Specific targeting of prospects.

Can Specifically target people based on location, age, Interests etc.

Static- People can't interact, it's a one way message.

Dynamic- People can interact, modify, respond & share it.

Its costlier - You pay to reach out to people who might not be prospects at all.

Its cost effective- You only pay when audience actually views or interacts.

Reach is local. Only bigger brands can afford global reach.

Wide reach almost anyone present anywhere in world can be reached at standard budgets.

Direct Results are not measurable.

Results are easily measurable as clicks, impressions, visits and sales.

Why Digital Marketing is Preferred Today: Today Market is flooded with products and still, people seek for more.

From mobile plans, birthday cakes to travel plans, everything is custom.

We use digital devices to find personalized solutions.

This has led to a great reduction in the consumption of mass products.

There is nothing like an ideal product or service in the market today.

Each product and service has its own specific market and audience.

Hence, brands are looking for personalized marketing solutions rather than mass marketing.

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Digital Marketing Channels & Tools Digital Marketing involves usage of following channels:

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Search Engine Social Media Email Marketing Display Advertising Affiliate Marketing Mobile Marketing Website Analytics

1. Search Engine It’s a program that searches and returns results from its database on the basis of user queries. Query added by user is called “Keyword” Search Google or type a URL

Why are Search Engines important?

Search is the first step of every buying cycle, whether we are buying a mobile phone or a home, we go to GOOGLE and search for available options: price, vendors, and other related details. We shortlist few options and compare them over the next few hours or days before we actually purchase one. Although search engine is not the only option we use for buying research but it’s one of the most used ones. 80% of internet users agreed that they prefer to use a search engine before making a purchase when asked in a survey. Hence, for companies, it’s important to have their presence on search engines when their prospects are looking for solutions.

Search engines deliver results on a page called -SERP or “Search Engine Result Page”.

Results shown are called “Organic results” as they are populated on SERP based on your web page content

4 Along with organic results, the search engine also shows Paid Listings called “Search ads “on the top and sides of organic results which are visible as “text ads“. Also, you might see “product listing ads” in case a query is related to a product, PLA ads have images of the product along with its name, price and seller site details.

Challenges in getting search engine visibility: For Organic Listings: People only prefer to click on the first few queries on SERP and only rarest of them go to 2nd result page For a business that requires website visitors from search engines, it is important to rank on the top results for the above reason but generally, your competitors are also targeting these spots and there is stiff competition between you and them which makes Top Rankings a time consuming and tedious process.

For Inorganic Visibility: For paid ads it’s important to select the right set of keywords on which you will run your ads and constantly monitor them as each click on these will cost a handsome amount and if the keywords are too vague then it might lead to a lot of monetary losses resulting into no sales.

Solution:

Proper search engine optimization (the process of getting higher positions in search results) and search ad campaign management can help you to overcome these challenges.

We will cover them under the Search Engine Optimization (SEO) & Adwords Module.

2. Social Media Social media involves the social interaction among people in which they create, share or exchange information, ideas, and media (pictures/videos) in virtual communities and networks.

5 Why is Social Media important?

4 Websites out of the top 10 Most Visited are Social Media Sites.

On an average, Internet Users spend about 10+ hours per week on social media These 2 facts prove that social media is one of the most used channels by digital audiences and the top reason why brands want to be present at these.

Social Media is not Direct Selling: Social media is not a channel where you will go out and start running your banner ads to say “Please buy my product”.

The real power of social media is in socializing, i.e. Getting People into the conversation.

Every average individual today on social media is connected to 100+ friends.

The power of social media is to leverage these connections and start a conversation about your brand.

Challenges with Social Media: Can’t do direct marketing Highly sensitive Difficult to control message Long conversion cycle Solution:

It’s not important to get involved at all the social media channels at once. In fact, a Brand should always have a proper monthly calendar and strategy with write downs on what needs to be done when.

Also, social advertising should be focused on starting the conversation rather than just forcing products on screens of prospects.

Under the Social Media Marketing Module, we will focus on these things one by one, which will help to improve presence on social platforms such as Facebook, Twitter, LinkedIn, YouTube etc.

6 3. Email Marketing 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. It usually involves using email to send conversations, requests business, and is meant to build relationships.

Why is Email Marketing important?

Cost effective method-i.e. Cheaper than other digital mediums Ability to personalize-i.e. send bulk mail with custom recipient name, city, etc.

Autoresponders - i.e. create, schedule & send auto emails after predefined intervals Segmentation- send different emails based on the action done by user on previous mails

Challenges with Email Marketing: Hard to reach inbox.

Difficult to build & manage contact lists Solution:

We will discuss the solution to these challenges in our following modules.

Email Marketing Lead Generation and Nurturing

7 4. Display Advertising Display advertising involves creating and running banner ads across different websites. Its the best channel for those who want to generate higher visibility resulting in greater audience reach and Brand Building.

Importance of Display Advertising: Large Display Inventory - Great number of online websites including major news, magazines & social sites support these ads.

Very High Visibility- These ads are highly visible to the audience creating greater branding for companies.

Very Targeted- You can choose their position based on user interest, topic, demography etc.

Challenges with Display Advertising: Lower conversions Low engagements Solution:

We will discuss how to overcome these challenges and get greater results from your display campaigns under Google Display & Online Advertising Modules Example of Display Advertising

8 5. Affiliate Marketing Affiliates promote products, services, or websites of other businesses and make commissions out of it by sending traffic & buyers to them.

So here is how it works: Let’s assume:

I am food blogger and have a lot of people subscribed to my blog and visiting it regularly.

There is a new restaurant that wants to promote its inaugural discount coupons through me.

I will promote these coupons on my website & through emails.

Restaurant pays me for number of coupon downloads that will happen as a result.

Types of affiliate marketers involve email, product, PPC, video & publishers affiliates in general.

9 Advantage of Affiliate Marketing: For Companies:

Costs are directly related to conversions No upfront investment on hiring resources For Affiliates:

A chance to earn huge income in commissions Flexibility to work (part-full time) as per your convenience

Challenges in Affiliate Marketing: For Companies:

Finding good affiliates to meet monthly conversion targets Reducing frauds in traffic buying For Affiliates:

Finding the right product to promote Making sure that payments reach them in time Solution:

Our Affiliate Marketing Module is focused to discuss on these things in detail and removing these challenges.

6. Mobile Marketing Mobiles have been used largely today for buying & finding products/ businesses or solutions online. Since mobiles are the devices that remain with us 24*7 it gives marketers one of the most advanced and essential channel for marketing.

Importance of Mobile Marketing: Mass Availability 24*7 reach Mobile commerce growing at a rapid rate Ability to target by current geo location

10 Mobile marketing has gone way more ahead than just SMS campaigns.

Mobile apps, Social & Search PPC, Mobile CRM, and augmented reality is totally taking the marketing to next level.

Challenges in Mobile Marketing: The marketing model is still under development Multi tasking user with low attention spans Examples of Mobile Marketing

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11 7. Website A website is a set of related web pages typically served from a single web domain. There are many categories under which a website could come such as corporate, e-commerce, social media, Informative, personal etc. each created for serving different purpose.

Importance of Website: It’s the hub of all the marketing activities that we do online Online representation of our brand Always available Highly measurable

Challenges with website management: Content Management Design Management

Content The web is full of content but still every day more and more content is being created. Some content dies a quick death with no appreciation but some great content goes viral by receiving a lot of shares. Our aim should be to create content for readers which gets appreciated & loved.

Content Marketing Module Focuses on ways to create effective content for web users.

Design It’s also important to have a user-friendly, quickly loading & clean design to enhance the user experience. Even great content can perform poorly online if it’s not formatted and presented well, whereas average content with great formatting can go viral. *Importance of design is to present product in a user friendly manner & enhance user experience

12 Example of Website

13 8. Analytics Web analytics in itself is not a direct marketing channel but a supporting channel that helps marketers to plan and execute their campaigns better. Analytics can help us to track the demography, device, browser and performance details of website visitor.

Importance of Web Analytics: What campaigns are performing best?

How much traffic is coming to your site?

What activities do visitors do on the website e.g. clicks, form fills, page views, etc.

What are the most preferred product & pages on website? Etc.

Challenges in Web Analytics: Setting up key reports to meet campaign goals Drawing inferences from data for decision making We have already seen the importance of analytics while discussing email marketing segmentation. We will get deep into analytics under Web Analytics Module.

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Digital Marketing Process & Framework As per the definition of digital marketing discussed at the beginning it involves fulfillment of following 4 objectives: 1.

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4.

Awareness Consideration Purchase Loyalty

All the channels of digital marketing work in accordance to meet these four objectives. Under this topic, we will understand that what role each component plays and how they can be placed under a standard framework.

Objective 1: Awareness The first and most important objective of internet marketing is to create awareness for your business by building the right visibility. This phase is essential to plan what mediums you will use to acquire traffic to your website, it leads to converting an unaware prospect into an aware prospect.

Ideal channels for creating “Awareness” Search Engine: By Building content that is being searched by your prospects you can quickly grab their attention for relevant topics.

Social Media: Using a social media platform to build awareness by targeting audiences demographically and my interest areas is also an available option.

Display: Display campaigns have always been the best option to build quickly paid visibility on websites where your target group is available.

Email Marketing: Creating a campaign around building the first level of visibility to an available audience on a relevant database or sending promoted newsletters through 3rd party can be a cheaper yet effective way to build visibility.

15 Objective 2: Consideration If there are people who are already aware of you or who are looking for solutions similar to what you provide, this phase will help you in creating consideration for your brand. The “Consideration” phase will lead to converting an aware prospect into an interesting prospect by regular engagement.

Ideal channels for creating “Consideration” The driving engagement under the consideration phase involves entertaining and educating prospects.

Search Engine: By optimizing web pages and running ads for keywords that your audience might look for on search engines.

Social Media: Asking people who have already been to your website to be a part of your online community and sharing content & stories they love.

Display: Creating remarketing campaigns based on their previous activities on the website.

Email Marketing: Creating a 2nd level campaign to check the affinity of the audience towards a certain category of product or service or knowing them better.

Mobile Marketing: Asking users to download an app that provides tangible value or making them part of your WhatsApp group can be considered at this stage.

Website: A website that’s relevant, updated regularly and looks trustworthy is also an essential part of visitor engagement.

16 Objective 3: Purchase It’s focused on generating revenue from people who have shown interest towards your product and services by converting them into a buyer. Under this phase, we try to eliminate all the loopholes that might lead people to move out of buying cycle, so as to create more sales.

Ideal channels for creating “Purchase” To drive more revenues efforts should be added towards Inspiring and Convincing prospects.

Search Engine: As a final step people will search for reasons to select you by looking for “feedback” & reviews for your products.

You need to manage these things well.

Email Marketing: Create emails about your USPs to eliminate final doubts in minds of prospects.

Mobile Marketing: Mobiles are largely used by people as final devices while purchasing or visiting a store. Create mobile marketing campaigns around urgency and rarity of product/offer availability.

Affiliates: Use affiliates to drive sales for your products by offering exclusive offers and cashback.

Website: The website is the place where all the purchases will happen, so you need to have a mobile-friendly website with a crisp checkout process.

17 Objective 4: Loyalty It’s focused on creating content & campaigns towards current customers and offering them a great after-sales experience so that they can be turned into a brand advocate.

Ideal channels for creating “Loyalty” To drive loyalty it’s important to not only deliver what you’ve promised to the customer but to give him something extra & unexpected.

Email Marketing: Create emails offering loyalty bonuses & answers to post sales queries for customers.

Mobile Marketing: Getting customers to download your Mobiles app and making it a part of your regular exchange will be something that’ll help you to retain them in the future.

Social Media: Top reason why people join a brand on social media is because “they love it”. So if people love your brand ask them to be a part of your social community.

Website: Create value-added properties like exclusive forums or customer only areas on your site.

All the Best CONTACT US

+91 7985841550 www.digifootprints.com