Digital Marketing for Beginners

Welcome to Demystifying Digital
Marketing
By
Nikhil Gajendragadkar
NikhilGadkar@icloud.com
Cell no: +91 8882135642
DigitalMarketing – Internet Web Browser
http://www.DemystifyingDigitalMarketing.co.in/
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Author Nikhil Gajendragadkar
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Index
NikhilGadkar@icloud.com, Cell No: +91 8882135642
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What is Digital Marketing?
Why Digital Marketing?
Digital Marketing Trend
How to do Digital Marketing?

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Definition
Marketing that makes use of electronic devices such as
computers, mobile devices, digital billboards, and game
consoles to engage with consumers and other business partners
is Digital Marketing (DM).
Internet marketing is a subset of DM.
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WhatisDigitalMarketing – Internet Web Browser
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Digital Marketing Channels
Traditional DM Channels
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WhyDigitalMarketing – Internet Web Browser
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Comparison DM channel v/s traditional channel
Q. Let us begin by identifying, what is the difference between an
advertisement on YouTube and one in a newspaper.
Ans1. Measure the response-In the video you know how many
people have seen the advertisement.
Ans2. Instant feedback-Via comments posted by viewers you can
get instant feedback.
Ans3. Instant response-You can respond to comments,
something you can’t do in a newspaper/magazine etc.
Ans4. Affordable-You can make a video, by yourself, but can’t use
a newspaper because newspaper ads cost a lot.
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Salient Features
Instant Brand Awareness i.e. it leaves an impression on your
mind.
In DM you can personalize the content, offline media i.e.
newspapers etc., are for general consumption.
Offline media is subjective for e.g. saying a particular newspaper
has the highest circulation but you don’t receive it.
DM can be syndicated, you can share a good video with friends.
In DM you can increase frequency at a lower cost compared to
offline.
Via DM you can test the waters at a lower cost.
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Why so important now?
To know your customers by age, demography etc.
To know how to communicate with customers.
To deliver to customers what they want and when they want for
e.g. send an SMS at 10:00am.
Digital channel adoption is on the rise
Most devices are internet-enabled
People are using phones for tasks other than talking.
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Changing Media Consumption
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Look at the statistics
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Digital Channel Marketing Spend is on the Rise
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Digital Channel Marketing Spend is on the Rise-Focus areas of spend
As a digital marketer you should know Content Marketing,
Conversion Rate Optimization, Social Media Engagement and
Targeting and Personalization.
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Content Marketing
Content Marketing is:
The art of communicating with your customers and prospects
without selling.
Influencing your clients decision when buying.
The essence of this content strategy is the belief that if we, as
businesses, deliver consistent, ongoing valuable information to
buyers, they ultimately reward us with their business and loyalty.
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Content Marketing-Example
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Social Media Engagement
We will discuss about social media in a separate section, when
we discuss DM channels.
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Targeting and Personalization
Web personalization is about delivering targeted content and
adaptive web experiences based on what you know about each
visitor.
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Targeting and Personalization-Examples
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Conversion Rate Optimization
Converting those important people into customers. Who are
these important people?.
These are the ones, who drop-off just before completing the
payment.
Let me explain with an example. Ferns and Petals, a company
that delivers flowers etc. The company tracks customers, who
drop-off just before paying. The company calls such customers
immediately and offers them a special discount if they complete
the transaction within a stipulated time.
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Community Building
As a digital marketer it is your duty, to build a community so that
customers begin to talk to each other. Research show that 90%
consumers peer recommendation and only 14% trust
advertisements.
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Look at the Statistics
According to Gartner:
By 2015, the top 75% global retailers will deploy a model for
channel agnostic shopping experiences.
By the end of 2015, over 50% of funded marketing projects will
be digitally led.
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How To Do Digital Marketing?
A Summary
Campaign-An initiative to influence the market.
To run a digital marketing campaign, first you should have a
website, website is the core of DM. Followed by a strategy that
increases traffic to your website, using techniques such as search
engine optimization, search engine marketing, community
builders/channels like email campaigns and social media, mobile
advertising and, finally, reliable data collection techniques to
measure the effectiveness of the campaign.
The budget of your campaign depends a lot on how much you
want to listen to your customers.
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Strategy
First decide, whether you want to do the campaign yourself or
outsource it.
Understand where you are now and where you want to go, be
realistic.
Important, to be aware of what is expected and not expected.
Research very well, your expectation, by comparing with
competitors, who is your target audience, what sort of digital-
communication they prefer etc.
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Strategy
Take baby steps to reach your goal. Keep short time-lines, a year.
Restrategize when the data from campaign provides sufficient-
output for inference.
Important, the motive of DM is not just profit. Be prepared to
sacrifice some money for community building. Give your clients
the on-line experience.
Remember, the brick and mortar shops, from where you began.
So please, ensure that the retailer reaps the benefit from returns
of online-purchases.
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The Website
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The Website
The website is the core of DM because lead generation happens
at the website.
Choose a website name, which is easy to recall.
Web Content Management System (WCM) software's are
available, which can be used to manage your websites or you can
hire a software developer.
Ensure your website responds to the device, it should be a
“Responsive Web Design”.
Optimize the landing page.
Every single web page must have its own title tag.
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The Website
Keywords should be unique to each page. Insert key words and
alternate text near an image, at the top of the page, for search
optimization.
Input the code of web-analytics, at the bottom of the page, so
that the code does not prevent the page from opening.
Have a detailed sitemap.
Please don’t use Flash, Shockwave, Image only sites, Image
maps, Frames, Javascript or HTML errors. Place PDFs lower down
in the site. These things un-optimize your site.
Submit your website to search-engines for indexing.
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The Website
Old landing pages, which are now deleted, clients may still use
those old pages. So please ensure that clients are directed to a
new landing page.
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Search Engine Optimization (SEO)
What is SEO? Directing traffic to your website via unpaid
searches.
I reiterate:
1. Choose domain names that relate to your business.
2. Keywords should be unique to each page. Insert key words
and alternate text near an image, at the top of the page, for
search optimization.
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3. Have good quality of inbound links. A small number of
inbound links from high-quality, relevant sites is more
valuable than many links from low-traffic, irrelevant sites.
4. Use keywords people searching for using tools such as
Google Adwords.
5. Do not use common words such as “the”, “and”, “of”, spiders
ignore them. Write keyword-rich text.
6. Title tags are important in optimizing rankings. Every single
web page must have its own title tag.
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7. Submit your website to search engines for indexing.
Please don’t use:
1. Flash and shockwave - spiders do not pick up these files
2. Image only sites - spiders do not pick up images
3. Image maps - spiders cannot read image maps.
4. Frames - only one page can be titled (titling is critical in
5. search rankings)If the spider cannot read the complete
page(because of the frames), it will not be indexed properly.
Some spiders may not even read a frames web site
6. Misspellings, JavaScript or HTML errors
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7. Place PDF files lower down in your site. Although some
search engines can index them, the pages must be
interpreted into. HTML and can lose much of their content.
8. Drop down menus, spiders cannot read them, therefore
make sure you have a Site Map.
Google has search-engine-optimization-starter-guide. As a digital
marketer, how can you use the guide? It is simple, ask the person
doing the SEO of your site to show you the methods from the
guide she/he is using to optimize your site. If she/he says it is a
secret, say it can’t be, then find someone else.
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Search Engine Marketing (SEM)
What is SEM? Directing traffic to your website via paid sites.
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If you have a budget, begin your campaign with google only, why
google, I am sure you know that. When I say google only, I mean
don’t advertise on the partner networks, many a times they are
fake and will charge you unnecessarily.
Ideally, research to identify, which search engine your target
audience use and based on your product the type of devices you
want your advertisement to appear on.
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If you have a budget, begin your campaign with google only, why
google, I am sure you know that. When I say google only, I mean
don’t advertise on the partner networks, many a times they are
fake and will charge you unnecessarily.
Ideally, research to identify, which search engine your target
audience use and based on your product the type of devices you
want your advertisement to appear on.
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Very Very Important, make your advertisement, as relevant as
possible, to the keywords. Why should you do this? Google will
give your advertisement a Quality Score, based on the relevancy.
Why should that matter? Raising your Quality Score lowers not
only your costs but also improves your advertisement positions.
As a digital marketer you can demand for the quality score and
the ranking. Google suggests ways to improve your quality score.
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Social Media Marketing
“The World of Mouth”
Social media (SM) marketing is the process of marketing through
social media sites such as Twitter, Facebook and YouTube.
Please view the attached video, you will be convinced about the
power of Social Media.
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Social Media Marketing
SM allows you to segregate people, by location, age etc. and it is
ready to use. Your criteria, in facebook etc. will tell you how
many people you likely to reach.
The question all people have about SM, is how to measure ROI-
Return on Investment, because information can be fake. To
understand what people are talking about your product, there
are social listening tools, Cognitive Intelligence Tools.
Destination URL’s, URLs that take the user to your website,
should be shortened using a URL Shortner and Link Tagged.
What is Link Tagged? I will explain later.
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Email Marketing
Email marketing is directly marketing a commercial message to a
group of people using email.
Email should be clearly visible on all kinds of devices.
Email marketing can be done to either sold lists or current
customer database.
Important things to note about emails, ensure your email list is
clean, avoid sending unwanted emails, check customer activities
over time and customize your messages.
Create interesting From and Subject Lines.
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Email Marketing
Test your subject lines.
Allow subscribers to unsubscribe.
Optimize the landing page.
Important email parameters Open Rate, Click Through Rate,
Response Rate and Unsubscribed Rate.
Don’t SPAM your prospective clients. Spam filters look at a long
list of criteria to judge whether or not your email is junk. You can
easily find the criteria list on the net.
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Mobile Marketing
Marketing on any device that has a SIM Card.
Important feature to remember, when using mobile marketing.
Ensure that the website will open on all types of browsers and
mobile models. Web Content Management System software’s
will help here.
Types of mobile marketing, SMS, In-Game Mobile Marketing and
Quick Response Codes, Push Notifications, Location Based
Marketing and Mobile Web Marketing.
SMS is cheap and the delivery rate is 97%.
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Mobile Marketing
SMS’s are limited to 160 characters, so content should be great.
Send SMS’s through service providers such as Airtel, Reliance only
because sending through private companies is illegal.
One can’t unsubscribe to SMS’s so don’t annoy your prospective
clients.
The latest thing, QR Codes, they hold a variety of information.
They are the only thing that connect online and offline media.
SMS’s and QR codes should always link to websites for mobile
devices.
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Mobile Marketing
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Data Collection
Gathering data to check if your campaign is effective. For this you
should have a Reliable Data Collection Software.
What is a Reliable Data Collection Software? Let me explain with
an example. If a page is accessed but not opened then the
software should not register it as a hit. Also, the code should
work with a new software, just in case you decide to change the
software.
You should identify the metrics you will need, when you deicide
your strategy.
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Data Collection
Web analytics helps you to optimize the usage and effectiveness
of your website. Website-Effectiveness affects business and
customer experience.
Web analytics also helps to know, the source from where the
user reached your website, visitor stickiness, SEO effectiveness,
Lead generation and Conversion rates.
Important, please check the source from where users are
reaching your paid-advertisements because if the source is bad
your SEO will fall, Google will automatically do that.
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Data Collection
I reiterate, input the web analytics code at the bottom of the
page, so that the code does not prevent the webpage from
opening.
Data collection can happen from PCs, laptops, Point of Sale,
Kiosks etc.
What is link tagging. The URLs you send in emails, SMS’s etc are
link tagged. Via link tagging you send information such as the
source etc to your web analytics software.
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Data Collection
So, if you don’t link tag your URL’s correctly, you will not get the
data you need to ascertain the effectiveness of your strategy.
Link tagging is applied to SMS’s, Social Media, Emails, Point of
Sale Terminals etc.
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Innovations In Digital Marketing?
Augmented Reality
Connecting print and digital, through iAdvertisments.
Augmented Reality brings printed pictures, in magazines,
newspapers etc, to life.
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Thanks
I have made a checklist, of all the steps, which should be
included in your DM campaign. So that your campaign is
complete in all aspects.
Please use it.
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