Digital Marketing Revision
Digital Marketing Revision
Digital Marketing Revision
AltUni
ʷ˘Ёˡ˜˧˜˩˘
ʷ˜˚˜˧˔˟ˀ˔˥˞˘˧˜ˡ˚
˅˘˖˞ˢˡ˘˥
ʹˢ˥ʼˡ˧˘˥˩˜˘˪˦
INTRODUCTION TO
ʷʼʺʼˇʴʿˀʴ˅ʾʸˇʼˁʺ
Digital technologies have changed how consumers ˦˘˘˞ ˜ˡ˙ˢ˥ˠ˔˧˜ˢˡʟ
˖ˢˠˠ˨ˡ˜˖˔˧˘˪˜˧˛˕˥˔ˡ˗˦ʙ˘˔˖˛ˢ˧˛˘˥ʟ˔ˡ˗ˣ˨˥˖˛˔˦˘ˣ˥ˢ˗˨˖˧˦ʡ With
the rise in popularity of these technologies, businesses are now better
able to comprehend ˖ˢˡ˦˨ˠ˘˥ ˣ˥˘˙˘˥˘ˡ˖˘˦ ˔ˡ˗ ˧˛˘ ˗˘˖˜˦˜ˢˡʠˠ˔˞˜ˡ˚
ˣ˥ˢ˖˘˦˦ʡ Hence, the brands need to reimagine their strategy for
consumer outreach, consumer engagement, and sales.
˂˪ˡ˘˗ˀ˘˗˜˔ ˃˔˜˗ˀ˘˗˜˔
Your Branded Digital Bought Advertising Channels
Assets
PPC
ʼˡЂ˨˘ˡ˖˘˥˦
The optimal mix
for comprehensive
Social Media marketing SM Ads
Channels strategy
ʸ˔˥ˡ˘˗ˀ˘˗˜˔
Shared By Customers
Mentions Shares
Repost Reviews
INTRODUCTION TO
ʷʼʺʼˇʴʿˀʴ˅ʾʸˇʼˁʺ
ˊʻˌʼˆʼˇʼˀ˃˂˅ˇʴˁˇʲ
A decade ago, we used to browse products online but buy them from the
local stores & now we just ask the status of our e-commerce orders to our
virtual assistant. ˇ˛˘ ˗˜˚˜˧˔˟ ˪ˢ˥˟˗ ˛˔˦ ˕˨˥˚˘ˢˡ˘˗ ˙˥ˢˠ ˝˨˦˧ ˔ ˪˘˕ ˢ˙
˜ˡ˙ˢ˥ˠ˔˧˜ˢˡ ˧ˢ ˔ ˩˜˥˧˨˔˟ ˥˘ˣ˥˘˦˘ˡ˧˔˧˜ˢˡ ˢ˙ ˬˢ˨˥ ˟˜˙˘ʡ From the
quintessential ‘roti, kapda, makaan’, to everything from finances,
entertainment, education, networking, and healthcare has found a home
online.
Marketing has always been about connecting with your audience in the right
place and at the right time. Today, that place is on the internet.
It facilitates ˥˘˔˟ʠ˧˜ˠ˘˖˨˦˧ˢˠ˘˥˦˘˥˩˜˖˘ʡ
ʻˢ˪ʷˢˆ˘˔˥˖˛ʸˡ˚˜ˡ˘˦ʿˢ˖˔˧˘ˌˢ˨˥
ˊ˘˕ˣ˔˚˘ʢˊ˘˕˦˜˧˘ʲ
SEO
ˇʻʸ˃˂˃ˈʿʴ˅ˀʸˇ˅ʼʶˆˇ˂ˇ˅ʴʶʾʙˀʸʴˆˈ˅ʸ
˃ʸ˅ʹ˂˅ˀʴˁʶʸˀʴ˅ʾʸˇʼˁʺ
ʶ˟˜˖˞ʠˇ˛˥ˢ˨˚˛˅˔˧˘ʛʶˇ˅ʜʭ It is often used to measure the success of
keywords, online ads & free listings. It's the percentage of people who
click your ad (clicks) divided by the ones who view your ad
(impressions).
ʶ˟˜˖˞˦
CTR = X 100
ʼˠˣ˥˘˦˦˜ˢˡ˦
ʷʼʺʼˇʴʿˀʴ˅ʾʸˇʼˁʺ
ʶ˂ˀ˃˂ˁʸˁˇˆ
ʶˢˡ˩˘˥˦˜ˢˡ ˅˔˧˘ʛʶ˅ʜʭ The percentage of website visitors that buy
something, fill out a form, or perform some other desired action is
referred to as the conversion rate.
ˁ˨ˠ˕˘˥ˢ˙ˣˢ˦˜˧˜˩˘˖ˢˡ˩˘˥˦˜ˢˡ˦
CR = ( ʜX 100
ˁ˨ˠ˕˘˥ˢ˙˖˟˜˖˞˦˥˘˖˘˜˩˘˗
ʶˢ˦˧˃˘˥ʶ˟˜˖˞ʛʶ˃ʶʜʭ You only pay when someone clicks on the ad. The
cost of each click is determined by the competition among all
advertisers bidding for the same audience within the platforms. It
depends on the factors such as bid amount, ad quality, and conversion
rate.
ˇˢ˧˔˟ʶˢ˦˧
CPC =
ˁ˨ˠ˕˘˥ˢ˙ʶ˟˜˖˞˦
ˇˢ˧˔˟ˀ˔˥˞˘˧˜ˡ˚ˆˣ˘ˡ˗˦
CPL =
ˇˢ˧˔˟ˁ˘˪ʿ˘˔˗˦
ʷʼʺʼˇʴʿˀʴ˅ʾʸˇʼˁʺ
ʶ˂ˀ˃˂ˁʸˁˇˆ
ʶ˂ˁˇʸˁˇˀʴ˅ʾʸˇʼˁʺ
The Content Marketing Institute defines content marketing as - “a
marketing technique of creating and distributing valuable, relevant, and
consistent content to attract and acquire a clearly defined audience –
with the objective of driving profitable customer action.”
The goal of Content Marketing is to provide as much value from your content
to your target audience as possible that enhances their trust in the brand and
drives measurable results & ROI.
ʷʼʹʹʸ˅ʸˁˇˇˌ˃ʸˆ˂ʹʶ˂ˁˇʸˁˇʹ˂˅ˀʴˇˆ
ʵ˟ˢ˚˃ˢ˦˧˦ʭ
Maintaining a consistent blog with frequent, high-quality posts can assist
in driving significant amounts of traffic to the site & also helps in lead
nurturing and conversions. Popular & shareable blog posts include
˟˜˦˧˜˖˟˘˦ʟ ˜ˡ˙ˢ˚˥˔ˣ˛˜˖˦ʟ ˛ˢ˪ʠ˧ˢ ˔˥˧˜˖˟˘˦ʟ ˪˛˔˧ ʙ ˪˛ˬ ˣˢ˦˧˦ʟ ˩˜˗˘ˢ ˣˢ˦˧˦ʟ
˘˧˖ʡ
ʶ˔˦˘ˆ˧˨˗˜˘˦ʭ
They are unique & sharable & enable you to build thought leadership.
Case studies work best when they follow a simple model: ˦˨ˠˠ˔˥ˬˢ˙˧˛˘
˥˘˦˘˔˥˖˛ʟ ˘˫ˣ˟˔˜ˡ ˧˛˘ ˣ˥ˢ˕˟˘ˠʟ ˔˦˦˘˦˦ ˬˢ˨˥ ˦ˢ˟˨˧˜ˢˡʟ ˔ˡ˗ ˧˛˘ˡ ˚ˢ ˢ˩˘˥
˧˛˘˥˘˦˨˟˧˦˔ˡ˗˪˛ˬ˧˛˘ˬ˔˥˘˜ˠˣˢ˥˧˔ˡ˧ʡ
ˊ˛˜˧˘˃˔ˣ˘˥˦ʭ
They're ideal for establishing thought leadership and building confidence
in the industry, and also serve as lead magnets. They should always
˔˗˗˥˘˦˦˦ˣ˘˖˜˙˜˖ˣ˥ˢ˕˟˘ˠ˦ʟlike needing more social shares & ˣ˥ˢ˩˜˗˘˔
˦ˢ˟˨˧˜ˢˡ like hashtags, UGC, etc.
ʷʼʺʼˇʴʿˀʴ˅ʾʸˇʼˁʺ
ʶ˂ˀ˃˂ˁʸˁˇˆ
ʸ˕ˢˢ˞˦ʭ
They are great lead magnets. They can be as short as five pages or as
long as thirty pages, but they must ˣ˥ˢ˩˜˗˘˩˔˟˨˘ʡ
ʼˡ˙ˢ˚˥˔ˣ˛˜˖˦ʭ
It enables you to fit a lot of information into one image in a way that is
both visually pleasing and simple to understand. ʾ˘˘ˣ˧˛˘˗˘˦˜˚ˡ˦˜ˠˣ˟˘
ʙ ˖˟˘˔ˡ ˪˜˧˛ ˗˜˦˧˜ˡ˖˧ ˦˘˖˧˜ˢˡ˦ ʙ ˨˦˘ ˔ ˖ˢˡ˖˜˦˘ ˧˜˧˟˘ that explains the
image.
ʼˀ˃ʴʶˇ˂ʹʶ˂ˁˇʸˁˇˀʴ˅ʾʸˇʼˁʺ˂ˁʵˈˆʼˁʸˆˆʸˆ
ʪʡʫ˫ ʩ˫
˚˥ˢ˪˧˛˜ˡ˧˥˔˙˙˜˖˪˜˧˛ ˛˜˚˛˖ˢˡ˩˘˥˦˜ˢˡ˥˔˧˘˦
˖ˢˡ˧˘ˡ˧ˠ˔˥˞˘˧˜ˡ˚
47% 60%
˜ˡ˧˘˥ˡ˘˧˨˦˘˥˦˥˘˔˗˕˟ˢ˚˦ ˢ˙˖ˢˡ˦˨ˠ˘˥˦˪˘˥˘ˣ˘˥˦˨˔˗˘˗
˘˩˘˥ˬ˗˔ˬ ˪˜˧˛˧˛ˢ˨˚˛˧ʠ˟˘˔˗˘˥˦˛˜ˣ
Businesses are earning returns of ˈˆʷ ʨʡʪʫ ˙ˢ˥ ˘˩˘˥ˬ ˗ˢ˟˟˔˥ ˦ˣ˘ˡ˧ on
influencer marketing (Source: Influencer Marketing Hub). This figure
convinces us that influencer marketing can lead to ˥˘˔˟˕˨˦˜ˡ˘˦˦˥˘˦˨˟˧˦.
ˇˬˣ˘˦˂˙ˆˢ˖˜˔˟ˀ˘˗˜˔ʼˡ˙˟˨˘ˡ˖˘˥˦
ˁ˔ˡˢʠʼˡ˙˟˨˘ˡ˖˘˥˦ʭʯʰʤʣʟʣʣʣ˙ˢ˟˟ˢ˪˘˥˦
ˀ˜˖˥ˢʠʼˡ˙˟˨˘ˡ˖˘˥˦ʭʤʣʟʣʣʣ˧ˢʤʣʣʟʣʣʣ˙ˢ˟˟ˢ˪˘˥˦ʡ
ˀ˔˖˥ˢʠʼˡ˙˟˨˘ˡ˖˘˥˦ʭʤʣʣʟʣʣʣ˧ˢʤˀ˜˟˟˜ˢˡ˙ˢ˟˟ˢ˪˘˥˦ʡ
ˀ˘˚˔ʠʼˡ˙˟˨˘ˡ˖˘˥˦ʭʱʰʤˀ˜˟˟˜ˢˡ˙ˢ˟˟ˢ˪˘˥˦ʡ
Influencers with vast reach expect to be paid for their work. Free prod-
ucts or mutually beneficial collaborations might work with nano-influ-
encers, but a larger influencer campaign requires a budget.
ʷʼʺʼˇʴʿˀʴ˅ʾʸˇʼˁʺ
ʶ˂ˀ˃˂ˁʸˁˇˆ
ʺ˅˂ˊˇʻˀʴ˅ʾʸˇʼˁʺ
Growth marketing changes the focus of the marketing discussion from
"how can we attract our customers?" to "how can we retain our customers
longer?" This helps you to reach your targeted audience through
data-driven decisions. So, what happens then? ʿˢˡ˚ʠ˧˘˥ˠʟ˦˨˦˧˔˜ˡ˔˕˟˘
˚˥ˢ˪˧˛ʡ
ˇʻʸ˃˅˂ʶʸˆˆ˂ʹˇʻʸʺ˅˂ˊˇʻˀʴ˅ʾʸˇʼˁʺ
Iterative learning is the foundation of growth marketing. This process
allows growth marketers to learn which methods work and which don’t.
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ˊʻʴˇϞˆʼˁʼˇʹ˂˅ˌ˂ˈʲ
ʴ˟˧ˈˡ˜ ˜˦ ˕˔˖˞ ˪˜˧˛ ˬ˘˧ ˔ˡˢ˧˛˘˥ ˖ˢ˛ˢ˥˧ ˢ˙ ˧˛˘ ʶ˘˥˧˜˙˜˖˔˧˘ ˃˥ˢ˚˥˔ˠ ˜ˡ
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60+program
The hours has
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ˀ˔˥˞˘˧˜ˡ˚ʟ ʼˡ˙˟˨˘ˡ˖˘˥ ˀ˔˥˞˘˧˜ˡ˚ʟ ˃˘˥˙ˢ˥ˠ˔ˡ˖˘ ˀ˔˥˞˘˧˜ˡ˚ʟ ʺ˥ˢ˪˧˛
ˀ˔˥˞˘˧˜ˡ˚ʟʸʠʶˢˠˠ˘˥˖˘ˀ˔˥˞˘˧˜ˡ˚ʟ˘˧˖ʡ
The participants have got ʨʿ˜˩˘˃˥ˢ˝˘˖˧ˢˣˣˢ˥˧˨ˡ˜˧˜˘˦
An participants
The opportunity of
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All participants got a chance to ˪ˢ˥˞˪˜˧˛˧˛˘ʻˈʿˀ˔˥˞˘˧˜ˡ˚˧˘˔ˠˢˡ
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