DIGITAL-MARKETING
TRAINING
Learn Digital Marketing
Strategies
STRATEGIES - 2017
Presenter:
Dushyant Verma | Marketing Manager
The Digital Group Inc.

ONE-TOUCH Marketing or
Advertising is NOT ENOUGH to get
ATTENTION
CONSUMERS are exposed to MULTITUDES of
INFORMATION

BRANDS and BUSINESSES need MULTIPLE TOUCH POINT to
connect with CUSTOMERS
They need to implement an
INTEGRATED MULTI-CHANNEL
DIGITAL MARKETING STRATEGY

Multiple studies confirm the
importance of MULTI-CHANNEL
DIGITAL MARKETING including:

80% of Consumers need an average of
SIX TOUCH POINTS before they make a
PURCHASING DECISION
Studies from Different sources
recommends TWELVE TOUCH
POINTS per customer for better
results

Startups and SMEs have LIMITED
CAPITALIZATION
Many are reluctant to spend for
MARKETING
MULTI-CHANNEL DIGITAL
MARKETING provides a very COST-
EFFECTIVE alternative that
DELIVERS RESULTS

is Effective in GENERATING
BUSINESS LEADS
Provides CONSIDERABLE SAVINGS
Generates 2.8 times better REVENUE
GROWTH
Allows 3.3 times better OPPORTUNITIES
for EXPANSION
MULTI-CHANNEL DIGITAL
MARKETING:

THE CONCEPT OF
MULTI-CHANNEL
DIGITAL MARKETING

In the INTERNET and SOCIAL MEDIA age, customers can come from
practically EVERYWHERE
Modern Consumers have more CONTROL OVER THEIR CHOICES of
products and services

They want INFORMATION and
CONFIRMATION first before they
buy
Businesses, brands, and
marketers need MULTI-
CHANNEL DIGITAL
MARKETING to reach out to
these types of customers

MULTI-CHANNEL DIGITAL MARKETING is a
strategy that combines various kinds of direct
and indirect marketing channels to generate
favorable actions or responses from targeted
audiences
It may look like a complex web of distinct
channels all working towards a similar end,
and that is connecting with potential
customers
More Potential Customers means Better results
for your business

Digital Marketing Basic
Terminologies

TOUCH POINT Any encounter where customers and businesses engage to
exchange information, provide services, or handle transactions.
CONVERSION
 When a visitor takes the desired action while visiting your site.
This can be a purchase, membership signup, download, or
registration for newsletters.
TRAFFIC
 The number of total visits your site got regardless of the
sources.

ROI (RETURN ON INVESTMENT)
UNIQUE SELLING POINT (USP)
• Also called the Unique Selling Proposition, it is a
factor that differentiates a product from its
competitors.
• Sources of the traffic of the visitors in a website.
TRAFFICCHANNELS
• A performance measure used to evaluate the efficiency of
an investment. It measures the amount of return on an
investment relative to the investment's cost.

PAID TRAFFIC• When a company bids on keywords and makes
advertisements around those keywords to be
displayed on search engines. It also encompasses
any form of paid advertisement that directly points
to your website.
ORGANIC TRAFFIC
• Traffic generated to your website by a Search
Engine; also known as "free traffic".
WEB ANALYTICS
• Tool that measures different information of visitors
of your site ranging from demographic, location,
device, etc.

How to Start a Multi-Channel
Digital Marketing Campaign
4 STRATEGIC STEPS

The 4 Strategic Steps

MARKET RESEARCH

80% of these consumers perform
RESEARCH using digital channels
The KEY to Digital Marketing Success is to
CONNECT and ENGAGE with these types of
consumers
Consumers today have
greater freedom with their
purchasing options

WHY IS MARKET RESEARCH IMPORTANT?
Better Understanding of your clients
Clearly defines your Target Market
Creates a tailored Marketing Strategy
Carefully Plans your marketing activities ahead
Creates an Optimized Digital Marketing Strategy
based on your allocated budget

v
HOW TO DO MARKET RESEARCH?
2. Identify the KEY Products
And Services
1. Identify your UNIQUE
SELLING POINT (USP)
3. Identify your
TARGET MARKET

4. Identify the Goals And Objectives of the
campaign
a.Lead Generation
b.Increased social media followers
c.Boost brand awareness
d.Generate Sales
5. Identify Key Competitors and check their
activities online
HOW TO DO MARKET RESEARCH?

MARKETING STRATEGY

More than 80% OF BRANDS
ARE RAMPING UP ON THEIR
MULTI- CHANNEL DIGITAL
MARKETING STRATEGIES
They can INTEGRATE
display, mobile, social
and video marketing
into their digital
marketing mix

 Provides you with a CLEAR ROADMAP on marketing
 Provides you with a CLEAR APPROACH
towards achieving business goals and
objectives
 Enables you to reach TARGETED
AUDIENCES effectively
 Ensures you spend your ADVERTISING BUDGET wisely
 Increases RESULTS, CONVERSIONS and ultimately your
PROFITS
WHY IS MARKETING STRATEGY IMPORTANT?

 Step 1: Begin with a SNAPSHOT of your
company's Current situation
Digital Presence, Rankings, (Product/Services)SWOT/USP
 Step 2: Describe your TARGET
AUDIENCE.
Geographic, Demographic, Age, Industry, Seniority
 Step 3: List your MARKETING GOALS.
Traffic, Contact forms, Download etc.
 Step 4: Develop the marketing
COMMUNICATIONS STRATEGIES and
Channels you'll use.
 Step 5: Set your Marketing Budget.
HOW TO CREATE A MARKETING
STRATEGY?
Tips:
1.Don't try to develop a marketing plan without an USP.
2.Revisit your marketing plan at least once every quarter

TOP DIGITAL MARKETING
CHANNELS AND STRATEGIES

Search Engine
Optimization
Social Media
Marketing
Pay Per Click
Marketing
Content Marketing
Email Marketing Affiliate Marketing Display Advertising Online Reputation
Management

SEARCH ENGINE OPTIMIZATION
(SEO)

SEO is the process of making your website and
business WORTHY for ranking at the top of SEARCH
ENGINE RESULTS PAGES
SEO is vital for Digital Marketing because:
93% of ONLINE EXPERIENCES begin by using a
search engine
50% of mobile visitors who conducted local
search visited a store within the day. And 34%
conducted on computer did the same.

The SEO Framework

SEO in a Glance

SEARCH ENGINE OPTIMIZATION is good for
BUSINESSES who:
have LONG TERM GOALS of
appearing on the 1st page of
SEARCH ENGINE RESULTS
while getting FREE TARGETED TRAFFIC
and exposure

SOCIAL MEDIA MARKETING
(Paid and Organic)

a
SMM is the process of utilizing the TOP SOCIAL SITES
to create brand awareness, drive conversation and
connect to the most targeted audience as possible
Social media users have risen by
2000 million last 2016
More than 70% of Small Business Owners use
Social Media Marketing.
Source - http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

The Indian online community is crazy
over SOCIAL MEDIA
Indian spend an average of 3.5 to
4 hours each day engrossed in
their favorite social network
India has 216.5 M of active social
media users which is expected to
283 m in 2018
India’s active social media users
are up by 23 percent since March
2015, compared to 26 percent
global rise

Indians are RELYING more on social media
for COMMUNICATING with friends and
loved ones
Facebook Messenger is used by as
much as 85% of Indian Internet
users
Indians are the MOST ENGAGED SOCIAL MEDIA
USERS in the Asia-Pacific region

Social Media Marketing in a Glance

SOCIAL MEDIA MARKETING is good for BUSINESSES
who want to:
Increase BRAND AWARENESS
REACH more people
Drive LEADS
Generate contests and promos

PAY-PER-CLICK (PPC)
MARKETING

PPC Marketing is the process of using top
PPC networks such as Google Adwords to
reach potential customers who:
Already have a NEED for products
and services
Are ACTIVELY SEARCHING for these
needs online

85% of Indians Internet users search and
watch ONLINE VIDEOS about the brands,
products and services they are interested in
before they buy
• Most won’t mind an ONLINE AD
• 83% believe that ADs that provide
RELEVANT INFORMATION can actually
make their lives easier

Google PPC Ads in a Glance

Since the use of Ad Blocker plugins has become rampant since last year,
Companies are now slowly shifting their online advertising method to NATIVE
ADVERTISING
Popular international media websites are
already using this form of advertising in
their sites
It is used by local counterparts including
MSN.com, Yahoo - CNBC.com among
others

Native PPC Ads in a Glance
Ad Network
Native Ads
Native Ads
Ad Network
Native Ads
Native Ads
Native Ads
Add Network
Native Ads

PAY-PER-CLICK MARKETING is good for
BUSINESSES who want to:
 Get TARGETED TRAFFIC quickly
 Generate LEADS and
 Increase SALES and profits

Display
AdvertisingBannerAds,Videos,Test,Images

Display advertising is advertising on websites, which
includes different formats and contains items such as
text, images, flash, video, and audio
 It’s a process of creating ads for your company and
having them appear on other websites.
 You serve your ads through a display network, as
you can do with Google, Facebook, Twitter, and other
Internet giants.
 Then, you pick who you want to target with
your ads so you can be sure you’re engaging
the right people in your customer base.

Display Advertising Framework

(GDN) Google Display Network.
What is Google Display Network?
YouTube and Google
Sites
Partner
Sites

Targeting on the Google Display
Network
On the Google Display Network you can reach a wide range of customers, choose
which sites or pages your ads appear on, and engage people with a variety of
appealing ad formats.
Next are some of the targeting options you can use in your Google Display
Network campaigns.

Contextual Targeting
Serve ads to consumers based on the content they’re reading using the most powerful contextual
technology in the world
Google uses
keywords and
themes to find the
right placements,
showing your ads
on pages that are
the most suitable
match for your
message
Advantages of contextual
advertising:
 You get to reach only those
people who are already
looking for that information
or related information
 You pay only if anybody
clicks on your link
 Such links don't annoy
people

Category Targeting
Serve ads to consumers based on our categorisation of thousands of sites
Choose from over 600 categories
Luxury Auto Sites Travel
Sites
Luxury Goods Golf Sites

Placement Targeting
Serve ads to consumers based on specific sites on the Google Display Network
You can select
specific web
pages, online
videos, games,
RSS feeds, and
mobile sites to
show your ads
AdPlanner allows
you to search for
specific sites
based on the
audience that you
are targeting

Remarketing
97% of new site visitors don’t convert on the first visit to your website. Target those people on the Google Display Network
to bring them back to your site.

Display Advertising is good for
BUSINESSES who:
Wants Faster Brand
Building, effective
targeting and real time
Conversion Measuring.
while educating customer and BUILD
TRUST for the brand.

Affiliate Marketing
Join-Promote-Sale-Track--Earn

A Marketing Arrangement by which an online retailer
PAYS COMMISSION to an external website for traffic
or sales generated from its REFERRALS.
Affiliate marketing is one of the oldest
forms of
 marketing wherein you refer someone to
any online product and when that person
buys the product based on your
recommendation, you receive a
commission.
 This commission varies from $1 to
$10,000 depending on what product you
are promoting.

Affiliate Marketing Framework
How it works:
 You find out a product from the promotion.
 You sign up the affiliate program available on their site.
 You get a code or a special link that allows the advertiser or merchant to track the
people who clicked on the link.
 If they purchase the product, you get a commission
 Click Bank
 Rakuten
 Amazon Associates
 Ebay
 Avangate
 Snapdeal
 Flipkart
Best
affiliate
networks in
2017

Becoming an
Affiliate
Marketer
Ad Models:- CPA- Cost per acquisition | CPS- Cost per sale | CPL- Cost per lead
CPC- “Cost per click” | CPM- “Cost per million

Affiliate Marketing is good for
BUSINESSES who:
Doesn’t want to invest HUGE
MONEY IN Marketing & People
Wants to Pay only when you GET
Business.
Earns WEB-TRAFFIC on your website
Particularly
important for
smaller
businesses
* Always check who your affiliates are, since people running shady websites, posting spammy
content just to earn a money from you.
 P o p u l a r i t y
 D i v e r s i t y
 T i m e & E n e r g y
 R i s k
 C o s t

CONTENT MARKETING
Why Content is King

QUALITY CONTENT is part of, all
forms of Marketing's:
Whether it is:
 SEARCH ENGINE OPTIMIZATION
 SOCIAL MEDIA MARKETING
 SEARCH ENGINE MARKETING
 DISPLAY ADVERTISING
Types of Content
(what to produce)
CONTENT MARKETING is a form of marketing FOCUSED on Creating,
Publishing & Distributing Content for a TARGETED AUDIENCE
Online.
 Blog
 Videos
 Podcast
 Infographics, Stories
 Articles, Press Release
 Whitepaper, EBooks
 Webinars
Benefits

CONTENT MARKETING FRAMEWORK
• Find the right
audience.
•Select the channels I;e
search engines, social
media, content sharing
platform
•Liston and track the
response.
•Optimize your content.
•Develop interesting
content such as:
•Blogs, Articles,
whitepapers, Videos,
webinars etc.
•Understand your
audience
•Evaluate Trends
•Keep up with Top
Stories and trends
Plan
Create
Strategy
Create
Involve &
Collaborate
Distribute
Amplify your
Content
Measure
Track Impact
Content Distribution Channels %
Source: Content Marketing Institute
Paid Channels

CONTENT MARKETING is good
for
BUSINESSES who:
Wants to Builds an identity of a
Subject Matter Expert,
THOUGHT LEADERS
ENCOURAGES Customer to Take
Action based on your CONTENT
Keeps your Websites, Blogs and
other MARKETING MATERIALS
fresh.

Email Marketing
Cost effectivewayto reach customers

Email Marketing is vital for Digital Marketing
because:
 44% of email recipient made at least ONE
PURCHASE last based on promotion emails.
 64% of decision makers read their email via MOBILE
DEVICEs.
 44% of B2B marketers rated the lead generated by
EMAIL MARKETING IS HIGH QUALITY.
Email Marketing is the act of sending a
commercial message, typically to a group of
people, using email.

Email Marketing Framework
Framework
Email Planning & Analysis

Elements of an Effective Campaign.
Product
Incentive Call
to action
Content
Right Target
Permission
Right Time
Copy Subject
Line Design
+
LIST
+
CREATIVE
+
OFFER

Email Marketing in a Glance

Email Marketing is good for
BUSINESSES who want to reach there customers
in a COST EFFECTIVE way
Benefits of Email Marketing:
• Email is an easy to reach customers on any device
• Its an effective way to extend your audience
reach, engage new customers and build brand
trust
• Email marketing is cost effective and trackable.
• Its easy to customize and integrate into other
marketing tactics.

Online Reputation
ManagementYouronlinereputation canmakeorbreakyou!

ONLINE REPUTATION MANAGEMENT is the practice of
Crafting Strategies to influence the PUBLIC PERCEPTION
of an Organization, individual on the Internet.
Online Reputation Management (ORM)
is imp for your Business because:
 80 % of consumers Research about
Company before buying online.
 Having NEGATIVE REVIEW’s can
Damage your capacity to win new
business.
COMPANY OR BRANDS needs to be Careful
when
somebody SEARCHES using keywords or
phrases related to Your Business and finds
COMMENTS
such as:
 Never use Again
 Would Not recommend this to anyone
 Worst experience of my life
 Left me in tears

The ORM Framework
Online Reputation
Video &
Graphics
Consumers
Reviews
Media
Coverage

ORM in Glance

ONLINE REPUTATION MANAGEMENT
is good for
BUSINESSES who:
Who wants to IMPROVE OR
RESTORE its Brand Presence.
Eliminate or Weaken
NEGATIVE MATERIALS Found
on Internet
Defeating it with more
positive material to
improve company
credibility and trust.

MARKETING
IMPLEMENTATION

Traditional advertising has lost its dominance and touch
Internet advertising already surpassed AD spending on cable and TV
72% of consumers want to CONNECT WITH BRANDS using integrated
digital marketing strategies

Three Most Important
Aspects of Marketing
Implementation
 The actual marketing STEPS AND
GUIDELINE
 Stick to the MARKETING PLAN and
STRATEGY
 Work CONSISTENTLY

MARKETING OPTIMIZATION

While many have succeeded in their Digital Marketing campaigns, many
have also failed miserably
The reason for failure is NOT that the campaigns lack creativity, quality
materials and qualified personnel

It’s because they failed to
establish Marketing Analysis and
Optimization

WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
54% of unsuccessful marketers
FAILED TO INVEST and prioritized
marketing analysis and
optimization
MARKETING OPTIMIZATION

MARKETING OPTIMIZATION
WHY IS MARKETING ANALYSIS AND OPTIMIZATION IMPORTANT?
BENEFITS of marketing analysis, tests and optimization:
1.Identify what’s working and what’s not
2.Check which marketing channels produce the most traffic and
conversions
3. Check your visitor’s DEMOGRAPHICS and BEHAVIOR
4. Uncover NEW OPPORTUNITIES
5.Check which keywords have the most traffic (and use them later for
paid ads)

MOST IMPORTANT ASPECTS OF ANALYSIS AND OPTIMIZATION
1. Web analytics utilization
2. Data analysis
3. Optimized activities and re-
planning based on actual data
MARKETING OPTIMIZATION

TOP 3RD PARTY ANALYTICS
MARKETING OPTIMIZATION

 Visitors Pageviews
 Traffic Referrals
Traffic Sources
TOP WEB ANALYTICS METRICS
 Average Session Duration Percentage
of New Sessions Demographics
 Mobile and Desktop Users
MARKETING OPTIMIZATION

Analytics Snapshot in a Glance

Analytics Snapshot in a Glance
List of all traffic channels or
sources of visitors that went to
our DMP website.
Organic search tops all of them,
which means our organic
exposure is definitely high!

Thank You!