RCI

Digital Marketing
What is digital marketing?
Digital marketing can be described
as actively promoting products
and services using digital
distribution channels as an
alternative to the more traditional
mediums such as television, print
and radio.

 Today’s consumer is more cognizant of the marketing messages all around
them, leaving them more likely to tune out advertisements or other forms of
marketing communication
In the “golden age” of television, an ad on one of
the big three networks could reach 70 percent of
the viewing audience
 According to Seth Godin (author of Permission
Marketing) today’s consumer receives roughly one
million marketing messages a year on average
Digital Marketing
What is Digital Marketing?

About RCI:
RCI is the leader in vacation exchange, offering the world’s largest
vacation exchange network and providing first-to-market
innovations, and unrivalled products and services to enhance the
vacation ownership experience.
Digital Marketing
For rCi inDia
Website

Digital marketers turn to technology to help reach target
consumers
How are marketers adjusting?
1. Internet marketing
2. Mobile marketing
3. Social marketing
4. Viral marketing
Digital Marketing StrategieS

1.Paid Search
Probably the most fundamental digital marketing tactic out there, paid search or pay
per click (PPC) advertising is the fastest and easiest to measure technique. Google
Adwords is the platform that can help us run ads in the Google search results.
We can choose keywords carefully and try to steal the best converting ad copies of our
competitors and get our ads visible above our competitors.
Techniques We Are using In RCI
Website

2. Organic Search
Google is making SEO harder with things like localized search that changes search results
based on a user's location. They also implemented social search which influences a user's
search results based on what his or her friends click on. And now more and more organic
visits to websites are showing up in web analytics software (even Google’s own Analytics)
as “not provided” all in an effort to “protect the user” as per Google's policy. To top it all
off, Google’s algorithm for determining how a website ranks changes on a regular (if not
daily) basis.
So our demand we need to work on these two factors initially. We will plan a budget
accordingly. Weekly or monthly Google Ad words plan can also be generated as per the
keyword we are targeting.
Website

3. Email Marketing
The most compelling combination of content is story-telling and a promotion. You first
pull the reader in, and then you close them with a promotion. We can do it by Mail chimp
easily.
4. Retargeting
What is retargeting? It’s quite simple really. You track the visitors to your website and
build a targeted list based on their behaviours. We can track it using our live chat support
and other free tools and ping the visitors immediately and make them do whatever we
are targeting.
Website

5)Consumer-Generated
Media (CGM)
Encompasses the millions of
consumer-generated comments,
opinions and personal experiences
posted in publicly available online
sources on a wide range of issues,
topics, products and brands.
Also referred to as
Online Consumer
Word-of-Mouth or
Online Consumer Buzz
Digital Marketing
StrategieS

“Apps”
Apps are individual software
programs designed to run on the
Internet, computer, phone or
other electronic device typically
designed to increase functionality
or ease of use
Apps have recently gained
a lot of popularity among
consumers

Social media describes the online
technologies and practices that people
use to share content, opinions, insights,
experiences, perspectives, media and to
otherwise interact.
Social Media

Implementation Details:
Google’s ads ranking is determined by keyword’s Quality Score and
maximum CPC (cost per click) value. The unique formula for Quality
Score is:
Quality Score = keyword’s CTR (click through rate) + ads text relevance
+historical keyword performance + landing page quality + other
relevancy factors.
Higher the keyword’s Quality Score, the lower the maximum CPC
required for top ads positioning. Our main goal is to increase keyword’s
Quality Score, meanwhile reduce maximum CPC through optimization.
PPC marketing is a time consuming process that requires constant
analyzing, refining and modifying large number of important variables
related to ads campaign. We follow a proven process methodology.
Social Media

Monitoring, Reporting and Optimization:
Timely monitoring and reporting is essential to the overall PPC campaign
management. Without monitoring and budget management, a PPC campaign risks
going over budget by paying more per click than necessary. Also your campaign
risks being overpowered by competitor, and underperformed due to changing
market condition.
We will run monthly or bi-weekly reporting as:
Statistical Reporting:
See your average actual CPC,impressions,ads clicks, CTR (click through rate),
average ads position, and cost. This reporting is available for each keywords,
ads groups, campaigns, and account.
Monitoring and reporting will help us refine keywords, ads text, ads groups and
campaigns, and insures that your ads are placed in competitive positions for optimal
CPC prices.
Social Media

Optional Analytics:
Google Analytics could help you to learn which online marketing
initiatives are cost effective and see how visitors actually interact
with your site.
It could be a helpful tool for your business to make
informed site design improvements, drive targeted traffic, and
increase your conversions and profits.
In addition to basic conversion tracking, Analytics also offers site
wide page view analysis, advanced goal definition, conversion
funnel
analysis, and various advanced conversion reports.
Social Media

• Understanding Inorganic Search Results
• Introduction to Google ADWORDS & PPC Advertising
• Overview of Microsoft Ad-center(Bing & Yahoo)
• Setting Up Google ADWORDS Account
• Understanding ADWORDS Account Structure
- Campaigns, Ad-groups, Ads, Keywords,
- Types of Advertising Campaigns- Search, -
Shopping & Video
- Difference Between Search & Display Campaigns
Social Media

• People who search Google are actively looking for related information, i.e. in
most cases they are in ‘buy mode’ – the opposite to social media.
• Real-time adjustments to campaigns and bids – pause campaigns if you
have site issues and stay in complete control of your budgets.
• Option of using Google Content (Display) Network, with further option for
using Google’s ‘remarketing’ scheme.
• Demographic and geographic targeting.
• Approximately two out of three clicks on the first page are from PPC adverts.
• Adjustments of campaigns for effective ROI and within CPA limits (expertise
required!)
• Your competitors use Adwords!
Why you are using Adwords

• Ad Extensions allows you to include additional features to your
adverts, such as maps and a ‘call’ button. This can be especially
useful for mobile devices where users do not want to fill forms on
donation pages.
• Remarketing Lists for Search Ads (RLSA) is a new feature for
Adwords search ads. It allows you to show different ad content
and bidding for users who have already visited your site.
Further Features

• First click, last click, middle click? Remember to have unbiased
data analysis – over 95% of Google revenue is from PPC.
• Additional 13% of donations were ‘helped’ by PPC.
• PPC works together with SEO:
- 8.4% of PPC conversions were assisted by SEO
- 2.2% of SEO conversions were assisted by PPC
Don’t forget Contributions!

• Largely dependent on sector and campaigns.
• Keywords (groups) should be analysed for most effective
CPA (sweet-spot). There is a point where increasing the
CPC bids will have little effect on conversions.
How much should the budget be?

• It is important to import your Adwords data into a web analytics
tool (Google Analytics is free). This allows you to combine and
compare your data with other sources, and offers further insight.
• Use data analytics to monitor PPC performance with other
advertising campaigns:
- Learn how PPC supports other advertising.
- Learn how PPC visitors interact with your site compared
with other visits.
Measurements

• The Google Grants programme must be a separate Adwords
account and cannot be combined with an existing account.
• Daily budget of $329 USD per day – You cannot add, or ‘top
up’, your daily budget. The budget cannot be ‘carried over’ to
a new period.
• Maximum CPC of $2 USD per click (increase from $1 USD) –
As with the daily budget you cannot add to the maximum
CPC amount. This is restrictive in the sense that may be
excluded from the top ranking positions.
• Google UK only.

Optional Analytics:
Google Analytics could help you to learn which online marketing initiatives
are cost effective and see how visitors actually interact with your site.
It could be a helpful tool for your business to make
informed site design improvements, drive targeted traffic, and increase your
conversions and profits.
In addition to basic conversion tracking, Analytics also offers site wide page
view analysis, advanced goal definition, conversion funnel
analysis, and various advanced conversion reports.
Social Media

 Google+
 Twitter
 Flicker
 Facebook
Social media presents itself in the form of many
variable applications
 YouTube
 Digg
 MiniClip
 foursquare
 Vine

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