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MARKETING
INTRODUCTION TO
DIGITAL
MARKETING

Digital Marketing is the terminology used for the measurable, targeted and interactive marketing of goods and services.

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FUNDAMENTALS OF  DIGITAL MARKETING  ALIGN DIGITAL MARKETING WITH YOUR BUSINESS GOALS  DIFFERENCE BETWEEN TRADITIONAL & DIGITAL MARKETING  DIFFERENT PLATFORMS OF DIGITAL MARKETING  UNDERSTANDING DIGITAL TERMINOLOGIES  DIGITAL MEDIA TYPES  DIGITAL BUYING METHODOLOGIES  UNDERSTANDING ATTRIBUTION IN DIGITAL MARKETING ( RETARGETING )  DIGITAL MARKETING DOS AND DON’TS  MEASUREMENT & ANALYTICS

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What is Digital Marketing? Digital marketing, also known as online marketing, is the promotion of brands through the use of the internet and other forms of digital communication to connect with potential customers. This encompasses not only email, social media, and web-based advertising, but also text and multimedia messages as a form of marketing communication. Channels of Digital Marketing: Social Media Platforms Content publishing platforms OTT Search Email Mobile Content

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Let us understand the Digital Ecosystem in India... Digital Ecosystem is a collection of interrelated data technology means, that operate as one single unit cohesively with consumers and providers.

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INDIA 2ND LARGEST AFTER CHINA
Gender Distribution
227m
Rural
India
205m
Urban
India
(as %)
65
35
60
40
71m kids aged between
5-11 also go online using
adults' devices
O
503m
India
All India Urban
Age Distribution
40-49
20
(in 0/0)
850m China
30-39
Source: IAMAl/Niel±n
69
31
Rural
12-15
16-19
20-29

The  ‘Digital India’ , &  ‘Make in India’  Campaigns have played a pivotal role in accelerated Adoption of Digital in Interiors of India

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Mobile remains the device of choice for accessing internet in both urban and rural. Given the  affordability of mobile devices along with the availability of cheaper data plans, accessing  Internet through a mobile device has clearly become the first choice.

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Impact of the Pandemic on Content Consumption

JUL
2020
COVID-19: INCREASE IN ONLINE AND DIGITAL ACTIVITIES
PERCENTAGE OF INTERNET USERS AGED TO 64 IN SELECT COUNTRIES* WHO REPORT SPENDING MORE TIME ON EACH ACTIVITY DUE TO COVID-19
WATCHING MORE SHOWS &
FILMS ON STREAMING SERVICES
SPENDING MORE TIME
ON MOBILE APPS
36%
SPENDING LONGER
USING SOCIAL MEDIA
43%
SPENDING MORE TIME PLAYING
COMPUTER OR VIDEO GAMES
social
35%
SPENDING LONGER ON
MESSENGER SERVICES
social
CREATING AND
UPLOADING VIDEOS
O
LISTENING TO MORE MUSIC
SOL*G: CORONAVIRUS sn_lDV 20201. •NO te FCijRES ME HNONCS OF A OF uses r' 64 'N
BELGWM. BRa,2'.L GERMRNY. NEW POLAND, ROMANIA south sRN THE uNfiED
AND UNITED COLLECION BkTwEEN 29 02 JUN 2020. GLOBALVnN&kCOM FOR MORE DETALS_
STREAMING SERVICES
LISTENING TO
MORE PODCASTS
e_] Hootsuites
are
social

Sharp rise in consumption of New age platforms on digital like OTT, Gaming, etc. in the last 2 years The Pandemic has changed the way we consume content Lock downs/WFH  have made it imperative for businesses and consumers to adapt digital

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Things to remember: Choose the desired platform Plan your finances Data Privacy and Security essentials Build strong logistics Build Social & Search together in your Marketing strategy Importance of having a website as your first step to moving online Website is critical to research before a buying decision Brand credibility Saves time in the buying cycle Understand your website to understand your customer

“For customers, a website is an ‘always open’ workplace of your business.”

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Nor was Mr. Narendra Modi’s journey to the top.

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Geeks and guns:
What Taiwan cæl The 1,000
teach the world faces
Two sides of the
Dinner with the about heptthcare of Cindy
#Kony2012 war best chef
Sherman
MODI
MEANS
BUSINES

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From being seen as  Non secular Unsympathetic To being seen as; Decisive leader Man of steel Resourceful

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Cultural influences Voice of the people from the ground Media reports and social media conversations

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His campaign was a campaign for creating the right perceptions By Going Digital…….

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900,000  internet users and all villages connected with broadband internet 617,320   Facebook users from Gujarat  646,425   fans on the Narendra Modi’s official page  858,420   twitter followers for Narendra Modi

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Leveraging digital medium to demonstrate the accomplishments in the last decade and thereby create a movement

A movement which is started  by the fans and followers A movement which attracts support A movement which gathers momentum A movement which delivers results A movement which creates a revolution A movement which creates an impact A movement which wins

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Establishing a  transparent image  by putting on-  ground activities  online

Accurate  positioning  with  excessive  content  seeding

The journey was started  on February 28, 2005  when NarendraModi.in  domain was created. He enhanced his reach by joining Twitter in January 2009 &  Facebook in May 2009

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He popularized multiple hashtags that trended on twitter almost throughout the campaigning for general  elections.

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Abki Baar  Modi Sarkaar This campaign was created as an  expansion of ‘NaMo4PM’, with an aim  to target complete nation in mother  tongue. Main purpose is to leverage the  popularity of Narendra Modi.

Janta maaf  nahi karegi ‘Janta maaf nahi karegi’ line is used  to highlight all the negative aspects  and failures of UPA Govt.

Achchhe din  aane wale hain This campaign was planned to  generate hope and positivity among  people. It helped in highlighting the  promises of BJP.

3 parallel campaigns. 1 Mission. Intelligent use of Digital.

Print Ads in varied languages were  published in all the newspapers. TV ads in between the programs. Whats App Messages and Ringtones.

TV ads on prime time. Youtube videos were released. Memes were encouraged. Whats App messages &  Images.

Song was created and released on Youtube.   Same song was played on all the TV  channels.  Ringtones were shared among masses on  whats app. TV Commercials were also created on the  same line.

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NaMo elected the new PM of India.   BJP recording historic win with undisputed majority.

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76k tweets congratulating Narendra Modi using #CongratsNamo #CongratsNaMo trended Worldwide for almost 10 hours, ‘Congratulations Sir’ went trending Worldwide for almost 4 hours 320 thousand Tweets using @narendraModi talking about Modi or talking to him [probably  the record number of mentions for one Twitter handle] India’s most retweeted tweet in the history – the first tweet after victory by Narendra  Modi.

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Traditional Marketing Traditional marketing refers to the advertisement of your products or services with the help of traditional media like Television, Radio, OOH, door to door promotion, On ground  and many more. Not Cost Efficient Effective for Brand Building Difficult to evaluate .

Digital Marketing Digital marketing refers to the promotion of a person’s goods or services with the help of online digital media like display banners, content, search, Videos, and many more. Extremely Cost Efficient Effective for a Brand Engagement Easy to evaluate and measure

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Shopbots
Emailing
SEO
Online
Marketing
Channels
p PC
Mobile
Social
Media
Display
Affiliate

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Please refer to Page____ to learn more about this

JARGON BUSTER
Helping you understand
what the html it all means!

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Online PR
Content Marketing
UX Web Design
Search Engine
Marketing
Digital Analytics
Social Media
Marketing
Content Strategy
Awareness
Evaluation
Purchase
Post-
Purchase
Digital Advertising
Email Marketing
Marketing Automation
Search Engine
Optimisation
Mobile Marketing
Conversion Rate
Optimisation

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Buying Types Display Ads : Standard & Interactive Video Ads :Instream(skippable & unskippable) Outstream, Masthead, Video Bumper, Video discovery ads Search Ads : PPC, google shopping, native ads, remarketing, display ads, social ads, inbox ads.

Commonly used methods to buy CPM -  Cost for every 1000 impressions:  Impressions × CPM ÷ 1,000 = Budget.  OR  Budget ÷ CPM × 1,000 = Impressions CPV  (youtube defines single view - 30secs)  CPV = Total cost/ Number of views. CPC / PPC  - Cost/Pay Per Click CPC =  Total Cost / Number of Clicks

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Buying Types Social Media Ads :  Social Networks, Bookmarking Sites. Examples: Pinterest, Flipboard, Social news. Examples: Digg. Media Sharing. Examples: Pinterest, YouTube, Vimeo, Microblogging. Examples: Twitter, Facebook Content Advertising : Blog Content Marketing, Infographic Content Marketing, Podcast Content Marketing, Video Content Marketing, Social Media Content Marketing Email Marketing : EMails & Newsletters for leads, transactional, Sponsorships, re-engagement, brand stories

Commonly used methods to buy CPM / CPC Fixed Pricing per unit, CPC, CPV Cost per email SENT (CPS) or Cost per email Opened, with a commitment on open count %

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A publisher sells his inventory at a CPM of 160. If his advertiser gives him a budget of 5lacs, how many impressions can he serve in that budget? Against impressions of 1 million in a campaign, an advertiser received 5000 clicks. What is the % CTR of the banners used. An advertiser tracked 6000 complete views through his campaign on Youtube. He paid 12 lacs for the campaign. What is his CPCV? For a campaign of 2 million impressions, with a CTR of 0.5%, how many clicks were triggered. If the campaign delivered 7500 Visits, then what is the click to visit %? A campaign that delivers 5000 clicks also necessarily delivers 5000 pageviews on the  landing url of the campaign - True or False

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It takes a winning effort from the entire team to assist the goal scorer

While it’s easy to give the entire credit to a goal scorer

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What is Attribution in Digital? Attribution in digital marketing enables you to properly credit the sources of a customer's purchase decision.

Digital Marketing has become fragmented, making
attribution a challenge
9 % Of people swit ch between
screens to complete tasks
O Of all customer journeys involve
O more than one channel of interaction

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Objective:  The goal was to improve  attribution , drive demand, and then scale media efforts where necessary Their Challenge :  To establish  attribution tracking  across all marketing strategies. In the online haircare industry, tracking marketing activities that contribute to point-of-purchase is extremely difficult

Strategy:  A “Selfie and Self Care” campaign. Customers styled their hair and sent selfies to be sent free gifts.  This was a reliable way to capture customer data after the point-of-sale and track products to the vendors that sold the product.  Using this as their conversion point, a data-driven attribution model was implemented across digital, social, SEO and organic. A demo profile methodology was employed to capture invaluable information about consumers.

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Result: Sources tracked via attribution, social media was credited with 65% of total sales. Most importantly, marketing analytics allowed optimizations to lead an impressive increase in their primary KPIs. As Brand Buddha increased their prospecting strategies, they also saw a lift in the percentage of conversions coming from SEC and Organic sources—earned and owned media rather than paid media.

28% Increase in Brand Engagements 43% Increase in Attributed Sales 31% Improvement in Cost Per Unit Sold

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Do understand your Audient to create your strategy Do focus on Content for your posts Do create mobile friendly content

DO
DO
DO
Add Value with
Your Posts
Mix Your Personal
and Buisness Pages
Interact with
your audience
Go Overboard (no
one likes Spam!)
Stay Active &
Consistent
DON'T
DON'T
Act like a Robot- Show
your Personality!
DON'T
Use Multiple
Channels
Use SM without
a Goal
DON'T

Don’t forget to focus on Customer Experience Don’t sacrifice excellence for volume Don’t miss the entire offline backend that supports your online fulfilment

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Steps in Measurement Analytics Identify Objectives Create Goals  Classify KPIs      SMART KPIs

Identifying the TG from the Analytics forms the base of learning for future campaigns

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Try searching 'Any anomalies in sessions this month?"
e
e
Analytics
REPORTS
Real-tirne
Audience
Overview
Active Users
Lifetime Value
Cohort Analysis
Audiences
Explorer
Demographics
Interests
Behaviour
Technology
Mobile
Cross Device
Custom
Benchmarking
LIS ers Flow
Acquisition
Attribution
Discover
Admin
All A
Q
All Web Site Data •
All Users
Users
669
4.03
Lang u
12 Mav
589
Add Segment
13
914
58.42%
La ngu age
fr*r
14
of Us
1 .37
15
16
New Visitor
11 May 2021 - 17 May 2021
Day
17
Returning Visitor
Page
3,682
485
67
16
15
14
https://analytics.google.com/analytics/web/#/report\visitors
-overview/a142333566w203535046p197099504/
1001%
2.24%
1 2.og%
1.64*

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Analytics
Home
Customisation
REPORTS
Real-tirne
Audience
Acquisition
Overview
All Traffic
Google Ads
Search console
Social
Campaigns
our
C o nversiong
Attribution
Admin
All A
Q
All Web Site Data •
All Users
Top Channels
Di rect
Organic Seuch
Display
Try searching "Any anomalies in sessions this month?"
C)
+ Add Segment
11 May 2021 - 17 May 2021
Edit ch n
Direct
• Organic Search
D.splay
paid Search
Refer ral
(Other)
Othel Advertising
Email
Acquisition
users
12 May 2021
Conversions
O Rate
14
15 May
Behaviour
5842%
59.43%
59.71%
39.85*
78.26*
'6 MSY
17
12
13
Conversions
14 MS,'
15
16
Avg
Rate
17
usS1.359_77
181%
1.18%
0.72%
3.01%

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PowerPoint Presentation

 Objective:  The goal was to improve  attribution , drive demand, and then scale media efforts where necessary Their Challenge :  To establish  attribution tracking  across all marketing strategies. In the online haircare industry, tracking marketing activities that contribute to point-of-purchase is extremely difficult

PowerPoint Presentation

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