This documents is to demonstrate my basic understanding and knowledge on Digital Marketing and Campaign Management. However an new learned can refer to this document to understand the preliminary knowledge on Digital marketing and Campaign Management. Most of the contents in this document are written from my practical knowledge gain by working on these domain and few has been adapted and taken from various sources whose reference has been given to the next page. Regard, Sowmak Bardhan

1. Digital Marketing &
Campaign Management
DOCUMENTED BY SOWMAK BARDHAN.

2. Digital Marketing

3. Basic Introduction to Digital Marketing
Electronic devices and internet has been an integral part of our life. We
use these tool to view various contents in the websites, search engines
and social medias in order to gain knowledge of our surroundings, stay
updated with latest news and get connected with friends and
acquaintances. Digital Marketing is such type of marketing which
leverages the power of electronic devices, computers and internet and
projects the subject directly to the internet users through the electronic
devices and computers. Digital Marketing is also called as Online
Marketing, Internet Marketing or web marketing.

4. What is not a “Digital Marketing”?
 To clearly define what digital marketing is, it’s sometimes easier to start with what
it’s not. For instance, it does not include more traditional forms of marketing such
as radio, TV, billboard and print as they do not offer instant feedback and report.

5. Importance of Digital Marketing
 The use of digital marketing in the digital era not only allows for brands to market
their products and services but also offers online customer support through 24x7
services to make the customer feel supported and valued.
 The use of social media in digital marketing interaction allows brands to receive
both positive and negative feedback from their customers as well as determine
what media platforms work well for them.
 Digital marketing provides increased advantage for brands and businesses. It is
now common for consumers to post feedback online through social media
sources, blogs, and websites about their experience with a product or brand.

6. Infograhics showing Facets of Digital Marketing

7. Types of Digital Marketing
Popular Digital Marketing:
 Search Engine Optimization
 Search Engine Marketing
 Social Media Marketing
Other type of Digital Marketing:
 Email Marketing
 Viral Marketing
 Mobile Phone Advertising

8. Search Engine Optimization
SEO refers to the process of growing your online visibility in non-paid
(organic) search engine results. SERPs or search engine results pages appear to
users after they search for a given set of keywords using a search engine like
Google or Bing. Each user receives an individualized results page based on
keywords, the user’s location at the time of searching, and their browsing
history. Organic search results appear in a list and are ranked using the search
engine’s algorithm. As users change the way they search and engage with
online content, these algorithms change. The higher you rank on a SERP, the
more traffic is directed to your site and the more chances of making a passive
visitor an active customer.
For Example, if an user type a phrase as ‘Best Hotel in Bangalore’, google
shows us the most relevant and high ranked pages to the users where a direct
marketing of the project happens and user visits the page to view the products
to gather the information they are looking for. As you can see Google is
suggesting (showing) The Pride Hotel Bangalore’s website as the most relevant
page to the searched keywords since the Hotel’s website has the highest page
rank in this context.

9. Search Engine Marketing
SEM (Search Engine Marketing) is the process of gaining
website traffic by purchasing ads on search engines. With
SEM an advertiser can purchase advertisement space that
appears on a user’s SERP. The most common paid search
platform is Google AdWords. Next, is Bing Ads
For Example – When an user searches “Android Phone”,
Google shows up the list of Android Phones hosted in
Amazon.com for sell.

10. Social Media Marketing
 Social media marketing is the use of social media platforms and personal/business websites to
promote a product or service. Social media marketing gives advertiser an increased exposure to
audience. It allows to connect with the consumers in a more intimate way. From this interaction, an
advertiser can gain valuable customer feedback that allows to improve the customer service, product, or
service.
 Using social media marketing advertiser will gain more reach when you post quality
content. Everything you do to increase traffic or business on the social media channels is social media
marketing. Whether on Facebook, Twitter, Snapchat, or LinkedIn these efforts all amount to social media
marketing.
 Most everyone benefits from social media marketing, but B2C companies stand to gain the most.
Pay attention to what your target audience talks about on social media. Engage in the conversation. Use
social media marketing as a way to gauge what content you put out does well by monitoring shares and
likes. Shares equate to free advertising for you.

11. Social Media Marketing (Contd.)
Categories of Important Social Media Platforms:
Social Publishing: Blogs, YouTube.
Social Networking: LinkedIn, Twitter, Facebook.
Photo Based Social Networking: Instagram, Pinterst, SnapChat.

12. Social Media Marketing (Contd.)
Few Important Social Media Analytics Tools:
Sprout Social: With Sprout’s social media analytics, user can
measure performance across Facebook, Twitter, Instagram
and LinkedIn, all within a single platform. Having all of the
analytics in one place makes it easier to track and compare
the efforts across multiple profiles and platforms.
Link: https://sproutsocial.com/
Google Analytics: While it’s not technically a “social media analytics tool,”
however Google Analytics is one of the best ways to track social media
campaigns and even help to measure social ROI.
Link: https://www.google.com/analytics/
There are other tools available in the market for Social Media Analytics like
Bitly (https://bitly.com/ ), Tailwind (https://www.tailwindapp.com/), etc.

13. Approaches of Social Media Marketing:
Branded Channel: Corporate Communications, Regular Engagement and Business Identity on Social Media Platforms like
Facebook Page, LinkedIn Page, Glassdoor, etc.
Closed Communities: Creating communities in likeminded customer or groups who shares the same passion for the
category. For Example – Facebook Groups.
Influential Outreach: Associated with Social Media Personalities and celebrities and asking them to promote the business.
For Example: Tie up between Adidas and India Cricket Captain Virat Kholi and publishing contents in Virat Kholi’s Instagram
Page.
Co-Creation: Using of One Social Media Presence to help reach other brands.
Social Selling: When sales people use social media to find and engage with new prospects. For Example: Quicker, Olx,
Facebook’s Market Place
Customer Service: A well provided multi-channel support through Social Media can leverage opportunities to positively
impact sales and customer loyalty. Customer Services through Social Media has been widely adopted by giants like Uber, Ola,
OnePlue to engage with customers in real time when they face any issue and proactively solve their problem through direct
interaction with customers directly via messages/texts/calls.

15. Other types of Digital Marketing:
Email Marketing:
Email marketing allows to update the email subscribers on a regular basis about the company. This fosters a relationship unlike any of the other types of digital
marketing. Your email updates provide value to the consumer. As a result, advertiser can build brand trust and brand loyalty.
The best email marketing campaigns involve a list of subscribers earned by the content and company, not paid for by the company. People who opt-in to email
subscription prove more likely to become active buyers.
Viral Marketing:
Viral marketing refers to a post of some sort that is trendy, funny, or strange enough to garner a massive amount of shares online in social media and internet. Viral
marketing causes an enormous spike in website traffic over a short period of time. B2C companies stand to gain the most from viral marketing.
B2C companies can use social media to reach an enormous audience across all of their active platforms.
Mobile Phone Advertising
Each of the types of digital advertising can happen on a mobile device. Some types of marketing using a mobile phone do not fit the above types of digital marketing.
These include SMS advertising which could prove an asset to local marketing efforts. Advertiser can prompt their consumers to use SMS to receive special offers,
coupons, and updates from the company.
For Example: Myntra, Flipkart, Pantaloons, etc. sending SMS to consumers about their Sale Offers, Promotions and launch of new products.

16. Campaign
Management

17. Basic Introduction to Campaign
Management
Campaign management implements public relations, product development, and sales to create, execute, monitor,
and measure marketing programs directed at specifically target audiences.
The potential demand for products and services is estimated and the most cost effective and efficient means of
reaching consumers is determined.
Campaign management also involves developing a pricing as well as a sales strategy to maximize profits.

18. Goals of Campaign Management
Campaign Management usually have one of the following primary goals:
• Lead generation campaigns include direct mail, email blasts, web seminars,
conferences, and trade shows. These types of campaigns directly generate new
prospects.
• Brand building campaigns include print advertisements, billboards, and radio
advertisements.

19. Target Audience Generation in Campaign
Management
In general, there are two main groups to whom you can market:
• Existing customers of the Product
• Prospects, including: –
1. Existing leads*.
2. New leads*. New leads can include anything from names on business cards that
you acquired at a conference or a list of names that your organization has
purchased or rented.
*Leads - Consumer interest or enquiry into products or services of a business

20. What specific types of campaigns do an
advertiser can run?
 Digital Advertising
 Direct Mail
 Email
 Telemarketing
 Banner Ads
 Seminar/Conference
 Public Relations,
 Partners
 Referral Program

21. What channels do customers and prospects use
to respond to a campaign management?
Some common response channels include:
 Web form
 Phone
 Personal email
 Registration/attendance for a conference
 trade show
 Web seminar

22. Understanding Campaign Management
Strategies by Google Adwords
The right approach to under Campaign Management are by following these steps -
1. Chose right Campaign Settings based on the business Goal.
2. Create Relevant and effective ads and promotions for campaigning.
3. Confirming that the ads are showing in right platform reaching to target audience
and prospective leads
4. Measuring the performance of the ads/campaigning.

23. Understanding Campaign Management
Strategies by Google Adwords in detailed steps
(with Illustration):
The very first step to learn Campaign
Management is to set the goal or business
objectives of the Campaign.

24. Understanding Campaign Management
Strategies by Google Adwords in detailed steps
(with Illustration):
The second step is to determine the user or
consumer base to attract existing consumers as well
as generating leads/prospective
consumers/customer/users.

25. Understanding Campaign Management
Strategies by Google Adwords in detailed steps
(with Illustration):
The third step is to place your product or services
in the right manner setting up in the correct
business category so as to attract the relevant
customers and generate proper leads.

26. Understanding Campaign Management
Strategies by Google Adwords as an Illustration
The forth step is to design and
preview the campaign/ad to
reach to the relevant audience
by engaging social media
platforms.

27. Understanding Campaign Management
Strategies by Google Adwords in detailed steps
(with Illustration):
The fifth step is to provide the
contact details of your business
so that consumers/ leads can
approach you to discuss on
your product or services and
may show interest in buying
them or availing your service.

28. Understanding Campaign Management
Strategies by Google Adwords in detailed steps
(with Illustration):
The sixth step is to setting up
your budget for your campaign
expenditure. Once the amount
is paid, the campaigning of the
product and services starts
right from here.

29. Understanding Success/Failure in Campaign
Management by Google Adwords
AdWords enables campaigner to track the success of their ads/campaign. The business can thus calculate
the return on investment of ads against business goals through some key metrics:
Clickthrough Rate: The clickthrough rate is the key metric to look at when measuring ad/Campaign
performance because it helps determine the Quality Score of ad/campaign and tells if your ad/Campaign
are appealing to the people who are seeing them. This metric measures a percentage of how often people
click on ad/Campaign after seeing it.
Quality Score: Google assigns a Quality Score to each of the keywords and uses it to determine the
ad/Campaign rankings and how much has been paid per click -- relevant advertising gets a higher
position on the search page and costs less. The score reflects how relevant ad/Campaign, keywords and
landing page are to people viewing it.

30. Understanding Success/Failure in Campaign
Management by Google Adwords
Conversion Rate: The conversion rate tells how often someone's click on ad/Campaign resulted in a
conversion – that is, that person going on to complete a desired action on the landing page. Such rates are
important because ideally advertiser want the traffic to get to lead to a meaningful transaction.
Keywords: These are critical since they are the words or phrases that describe your product or service that
you use to help determine when and where your ad can appear
Google Analytics and Conversion Tracking: It is a free Web analytics solution that enables advertiser to
dissect data about visitors to the ad site – how they found the site, what pages they're viewing and how long
they're staying. This data, which advertisers can see from inside the AdWords account, can inform advertiser
about which ads, keywords and campaigns bring the business most.

31. Conclusion
This documents is to demonstrate my basic understanding and knowledge on Digital Marketing and
Campaign Management.
However an new learned can refer to this document to understand the preliminary knowledge on
Digital marketing and Campaign Management.
Most of the contents in this document are written from my practical knowledge gain by working on these
domain and few has been adapted and taken from various sources whose reference has been given to the
next page.
Regard,
Sowmak Bardhan

32. References
https://www.marketo.com/digital-marketing/
https://en.wikipedia.org/wiki/Social_media_marketing
https://contentmart.com/blog/2017/02/17/7-online-digital-marketing-communities-
you-must-join/
http://smallbusiness.chron.com/measure-success-google-adwords-52898.html
https://support.google.com/adwords/answer/2404037?hl=en

33. Thank you!