1. Digital Marketing 101

2. Agenda Overview of Digital Marketing Online Presence
Search Engine Optimization
Advertising
Social Media
Marketing
Q&A session

3. Internet User Growth 40% of the world’s population is on the Internet.
st Billion user
nd Billion user
rd Billion user

4. India Growth Story

5. 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
If it doesn’t work, you end up loosing Time, Effort & Money
Ensure It Works model of Digital Marketing
You 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
Your money works much harder in delivering real ROI

6. Digital Marketing can be confusing
Multiple eco-systems
Endless possibilities
Constantly evolving
Pic- Daniel Webster

7. Digital Marketing Components
Advertising
Social Media
Search
Website
Tools & Tracking
E-Commerce .

8. Online Presence

9. 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.

10. 8-step website creation process

11. 8-step website creation process
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?

12. 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
Target Audience

13. 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 .
Content Plan

14. There are several tools that help in creating wireframes easily.
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.

15. 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.

16. 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.

17. 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 testing
Algorithm testing
Auto-responder testing
User Flow testing
It’s human to have errors – hence test , test & test.
Testing

18. 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 id’s to run your website effectively
Launch

19. 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, , 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

20. 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

21. 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.
60 UI tools that one could use.

22. 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.

23. 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

24. Search Engine Optimization
SEO

25. 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

26. 1 2

27. 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.

28. Advertising

29. 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

30. The Pie is confusing too

31. Online Advertising Formats
Text based
advertising
Rich Media
Interactivity
Video & Music
Display
Basic
Animation

32. Delivery Mechanisms Ad Networks Independent publishers
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.

33. Ad Buying Models CPM CPC CPL CPA 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
cheapest
What you chose will depend on your campaign objective
Cost per 1000
Acquisition
You acquire a customer, you pay
Expensive

34. Support Ecosystem Creative 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

35. Social Media

36. Social Media Prism
Social 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.

37. B2B oriented
B2C oriented
Vertical focused
LinkedIn
Facebook
Pinterest ( women)
Twitter
YouTube
Flickr ( photo sharing) G+
Instagram ( photo share)
Quora
Tagged
Airbnb ( travel)
Blogging
Foursquare
Geni ( family tree)
Xing
Meetups
Habbo ( teens)

38. Engagement is critical
1 rule of social media
Engagement is critical
I, Me, Myself Vs You, Yours & US

39. 2 & 3rd rule of social media
Content is King
Networking
Relevancy of content
Content Format
Create Networks
Leverage Networks

40. 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!

41. 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

42. 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 ?

43. 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.
Content Plan

44. In-house execution or out-sourced execution?
Social Media Team
In-house execution or out-sourced execution?
A good social media executive should have some basic social skills
Good command over English
Creative, out of the box thinker
How active is the person on social media
Ability to spot social trends
Ensure that you have an effective social media communication tool to handle the social media work

45. There are plenty of social media tools that help you understand :
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.
Tracking

46. 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

47. Marketing

48. Marketing
144 Billion s 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 marketing if you are in the digital marketing business. It has to be integral to your marketing mix.

49. 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 clients truncate beyond characters.
Do not use words like Free, Win, Prize etc. spam filters will automatically block your .
Personalized subject matter s get maximum open rates.

50. 6 steps to running an email marketing campaign
A/B Testing
Test out your with different subject lines & copy to see which one gets a better open rate and click through rate.
Test out the best times your gets highest open rates. Is it early morning? Mid morning? Late evening? A lot will depend on the audience type you’re sending the out too.
Design
Should you use Text or Visually attractive s? Remember most clients will block images!
Ensure that your text doesn’t get blocked on account of the picture.
Test out your design on different browsers and clients- Outlook, Outlook express, Gmail, Yahoo, Hotmail etc.
Will your look like this when it reaches me?

51. 6 steps to running an email marketing campaign
Call to Action
Ensure that your call to action is loud and clear in your – What do you want the prospect to do next?
Tracking
Invest in a campaign management tool that allows you to broadcast as well as track your campaign
Who opened?
On what device?
On what client?
On what browser?
Who clicked? How many ?
What did they click on?

52. Digital Marketing 101 - conclusion
Components
Advertising
Social Media
Search
Website
Tools & Tracking
E-Commerce

53. Thank you
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