VEDANT KHANDELWAL
MBA-NIT Trichy
MyLivPro

 What is Digital Marketing?
 Framework of Digital Marketing
 Digital Marketing Strategy
 Market Research
 Content Marketing Strategy
 User Experience Design
 Web Development and Design
 Writing for Digital

 Customer Relationship Management
 Search Engine Optimization
 Search Advertising
 Online Advertising
 Affiliate Marketing
 Video Marketing
 Social Media Channels
 Social Media Strategy

 Email Marketing
 Mobile Marketing
 Data Analytics
 Conversion Optimization

Digital marketing is an umbrella term for the marketing of
products or services using digital technologies, mainly on the
Internet, but also including mobile phones, display
advertising, and any other digital medium.
Digital marketing is powerful in two fundamental ways.
1. The audience can be segmented very precisely.
2. The digital sphere is almost completely measurable.

 Crowd Sourcing
 Crowd Funding
 Micro tasking

 API
 Cluetrain Manifesto
 Market Share
 Metric
 ORM
 PPC
 ROI
 RSS
 SEO
 SMS
 SOAP
 Strategy
 Tactic
 WebPR
 XML

One-line summary:
Nike transformed its marketing strategy by
embracing key digital strategies such as data
analytics, social engagement and storytelling.
One of the outcomes : Nike share prices rose by 120%
between 2010 and 2012 – an important consideration, since
every business aims to make money, after all.

 The Internet is built for research
 Key concepts:
◦ • Research methodology
◦ • Qualitative and quantitative data
◦ • Primary and secondary research
◦ • Sampling

 Bounce Rate
 Data
 Focus Group
 Hypothesis
 Listening Lab
 Ethonography
 ORM
 Primary/Secondary
Research
 Qualitative/Quantitati
ve Data
 RSS
 Research Community
 Sample Size
 Sentiment
 Significance

“Content marketing is a marketing technique
of creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of driving
profitable customer action (Content
Marketing Institute, 2013).”

 Content components
◦ • Substance: Who are you trying to reach, and
why?
◦ • Structure: Where is your content? How is it
organised? How do people find your content?
 People components
◦ • Workflow: How does your content happen?
◦ • Governance: Politics, guidelines and standards
(Halvorson, 2010).

An always-on-content strategy approach builds relationships and
engagement.

One-line summary:
Coca-Cola develops a content strategy in
order to double sales by 2020 and redefine
their business
Use of storytelling

 Above the fold
 Accessibility
 Breadcrumbs
 CTA
 Content Audit
 Content Strategy
 Convention
 Conversion
 Credibility
 Information
Architecture
 Navigation
 Prototype
 Responsive Design
 Sitemap
 Usability
 UCD
 UXD
 UI
 Wireframe

 Alt text
 Common page
elements
 Dpi
 Flash
 HTML
 HTML5
 Informative
Architecture
 Landing Page
 Meta data
 Native Mobile
Application
 Robots.txt
 SERP
 URL
 Web Application
Framework
 W3C
 Web Server

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 Customer
 Customer – centric
 Customer – driven
 CLV
 CRM
 Data
 Data Mining
 KPI
 Model
 Metric
 Prospect
 Stakeholder

As you can see, a good CRM strategy turns
strangers into customers, customers into friends,
and friends into advocates for your business.

 They used traditional CRM
 Problem –
◦ • Human error in recording in customer details
◦ • Individual records being kept within different
divisions
 Solution and Result –
◦ Oracle Integrated CRM ERP system
◦ • More efficient sales management
◦ • Speedier quotations
◦ • Improved approvals processes

“Search engine optimization (SEO) is the
process of affecting the visibility of a
website or a web page in a web search
engine's unpaid results—often referred to
as "natural", "organic", or "earned" results.”

 Alt text
 Anchor text
 ASO
 Back link
 Canonical
 Domain Name
 Flash
 Heading Tags
 Home Page
 IP
 Keywords
 Key phrase
 Landing page
 Link bait
 Meta tag
 PageRank
 XML Sitemap

Ensure that you create remarkable,
valuable content that people want to
link to.

 Avoid hidden text or hidden links.
 Don’t use cloaking or sneaky redirects.
 Don’t send automated queries to Google.
 Don’t load pages with irrelevant keywords.
 Don’t create multiple pages, subdomains, or
domains with substantially duplicated
content.
 Don’t create pages that include malicious
behaviours such as phishing
 or installing viruses, trojans, or other
malware.

 Don’t create pages that include malicious
behaviors such as phishing or installing viruses,
Trojans, or other malware.
 Avoid ‘doorway’ pages created just for search
engines or other ‘cookie cutter’ approaches, such
as affiliate programs with little or no original
content. If your site participates in an affiliate
program, make sure that your site adds value.
Provide unique and relevant content that gives
users a reason to visit your site first.
 Avoid link farms and focus on attracting quality,
valuable links.

“Search advertising, also called pay-per-
click (PPC) advertising, is a way to advertise
your business or product directly on search
engine results pages, where the advertiser
pays only for each click on their advert.”

 Clickthrough
 CTR
 Conversion Rate
 CPA
 CPC
 Google Adwords
 Impression
 Organic Result
 Paid Search ads
 Quality Score
 ROI
 Search term
 SERP
 Sponsored Result

“Online advertising, also called online
marketing or Internet advertising or web
advertising, is a form of marketing and
advertising which uses the Internet to
deliver promotional marketing messages to
consumers. Consumers view online
advertising as an unwanted distraction with
few benefits and have increasingly turned
to ad blocking for a variety of reasons.”

 Building brand awareness
 Creating demand
 Satisfying demand
 Driving direct response and sales

 • Premium booked media
 • Advertising networks
 • Advertising exchanges
 • Social media advertising placements
 • Mobile advertising
 • Ad servers

Keep track of your advertising

“A marketing arrangement by which an
online retailer pays commission to an
external website for traffic or sales
generated from its referrals.”

 Affiliate
 Commision
 Cookie
 CPA
 CPC
 CPL
 Merchant
 Referrer
 Revenue share
 Session
 Traffic
 URL
 XML

For example, here is the URL of a product on a retailer’s website:
http://www.firebox.com/product/1201
Here is the URL for the same product, but with affiliate tracking:
http://scripts.affiliatefuture.com/AFClick.asp?affiliateID=238&mer
chantID=214&programmeID=3897&mediaID=0&tracking=cube_
world&url=http://www.firebox.com/index.html?dir=firebox&acti
on=product&pid=1201&usg=AFQjCNGdHpzAasCefzDnyUBPxnag
xqzvTA
You can see some of the information being recorded. It has been
shown in bold in the URL:
• The affiliate network – Affiliate Future
• The ID of the affiliate (238)
• The ID of the merchant (214)
• The ID of the programme (3897) (a merchant may have more
than one programme on a network)
• The media used (0)
• The destination of the click

 Videos are powerful because they can have
a strong emotional effect on viewers – it’s
no secret that funny, shocking, amazing
and inspirational videos do particularly well
online.
 Its cheap and easy.
 To get started with making video marketing
content, you will need:
◦ A camera.
◦ A microphone
◦ Video editing software

 Video content include:
◦ How-to guides and tutorials
◦ Conference talks
◦ idea presentations
◦ Valuable industry updates
◦ Educational lectures
◦ Product reviews and advice
◦ Entertainment
 Video ads:
These are simply adverts that are filmed and formatted
for online use. These can be existing TV commercials
that are shared online, or custom ads made specifically
for the web.

This means that the
content spreads from
person to person
through the web at a
very high rate,
attracting an
exponentially growing
audience as it gains
popularity. The key to
this viral effect is
social media, where
each user is connected
to a wide network of
others and can easily
share content with
their friends.

No body knows the exact recipe, but we’ll try
our best :
◦ Address a currently trending topic.
◦ Make it enticing.
◦ Make it remarkable.
◦ Make it unique.
◦ Make it shareable.
◦ Make it short.

 Identifying your audience
 Planning and concept
 Producing the video
 Choosing and uploading to platform
 Optimising
◦ Video title is very important.
◦ Use informative, long descriptions.
◦ Use the tags to input several keywords.
◦ Encourage comments, subscriptions, ratings,
embedding and sharing.
◦ Optimise the thumbnail.
◦ Use annotations
◦ Upload videos regularly

 Social media can be used strategically in a
number of marketing and communication
challenges:
◦ • Communication and outreach
◦ • Community management
◦ • Support and customer service
◦ • Reputation management
◦ • Advertising and awareness
◦ • Sales and lead generation
◦ • Search engine optimisation
◦ • Insights and research

 3G
 AR(Augmented Reality)
 CSC
 Geo targeting
 MMS
 QR Code
 USSD
 WAP
 WiFi

 Summary - Carling Black Label engaged soccer
fans with an innovative and successful mobile
campaign tailored for feature phones.
 Problem - Carling Black Label, a well-known
South African beer brand, wanted to engage its
market in an unprecedented way. The target
market they wanted to reach had a low Internet
penetration rate, but had a high rate of mobile
access. They knew that many Black Label drinkers
are also passionate soccer fans – who, like all
fans around the world, thought that perhaps they
could do a good job at coaching their favourite
team, Kaiser Chiefs.

 Results of Digital Marketing –
Over seven weeks of voting, the campaign created intense discussion
among fans, players, coaches and journalists. It also garnered some
incredibly impressive results:
• Fans voted more than 10.5 million times over the seven-week voting
period.
• A record 85 000 tickets to the game were sold, and millions more
watched from home.
• The Facebook and Twitter accounts grew by 450% and 600% respectively.
• The equivalent PR value of all this attention came in at over R83 million.
• The mobile site had 31 088 visitors (18 405 of these were unique), and
users visited 6.97 pages on average, with an average time on site of 5
minutes 30 seconds.
On the day of the game, rival team Orlando Pirates won, but the fans did
get to “Be the Coach” for Kaiser Chiefs (Ogilvy & Mather South Africa,
n.d.)

 Big Data
 Data Mining

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