D Marketing

In Conversation With Dr.Monali Sharma

Ph.D, MBA – Marketing
Research Guide- KBCNMU , Jalgaon ,
Registration Number : 2410/2020
 2.Benefits
1.What of Digital
is Digital Marketing
Marketing?

Takeaway
But is that it ?

NO!
Not Only Concepts
But Also Practical Knowledge
What is in Store for Us ?
Digital Marketing
Introduction

What is digital marketing?

“Digital marketing” is the process of building and maintaining customer

relationships through online activities to facilitate the of ideas,
exchange products, and services that satisfy the goals of both
parties.

Plain English: Getting found online

Digital Marketing
Why are people going online?
Why are People Going Online?

 For information on a new product, service or location

 If they have a question
 If they are looking for help
 If they want more information on certain individuals or organizations
 Meeting attendants
 Business contacts
 General information (maybe about you…)
 New employees
 Available jobs
 Etc.
 Changing situations like pandemic outbreak.
 In the e-Economic Times of 27th September

Girish Menon said: “Digital marketers need to mind

the Ps of marketing: Personalisation, Performance
and Privacy
Extending 4 P’s in marketing
 India is amongst top three in digital market
worldwide.
Benefits of Digital marketing

Over traditional marketing *

 Provides convenience
 Increases satisfaction
 Drives brand loyalty
 Reduces the selling cycle
 Reduces the cost of sales
 Builds your brand
 Provides targeted results
 It is measurable *
 Cost effective *
How digital marketing evolved
over the years

Back in the day, it was all about search engine optimization – (organic search)

 Build a website
 Apply the art of on and off page SEO to your website, you build links, you build more links, and
you build even more backlinks, focus on the meta-tags, content, etc.
 You hope it shows up in Google someday
 You hope it displays on the results with the right keywords (what people are typing in when
they search)
 It was like fishing and hoping you will get a catch.

With SEO, PPC was born – (paid search)

 Google’s Adwords (3 line ads that show

up on the right/top of search engine
results)
 Microsoft’s Adcenter
 Yahoo’s search marketing (Overture)
 Build ads around keywords and pay for
Digital Marketing Overview
What does digital marketing consist of?

Key components
 Website design (user experience)

 Search engine marketing (SEM) *

Consist of : SEO + SEA
Search engine optimisation
Search engine advertising

 Pay per click (PPC) *

 Social media marketing (SMM)

 Email marketing

 Display advertising (banner ads)

 Affiliate marketing

 Content marketing

 Online reputation management (ORM)

 Social media marketing (SMM)

 Email marketing

 Display advertising (banner ads)

 Affiliate marketing

 Content marketing

 Online reputation management (ORM)

Digital Marketing Overview
The future of the web is social media (Web
2.0)
Digital Marketing Overview
Search engine optimization (SEO)
Digital Marketing Overview
What is search engine optimization (SEO)?

SEO definition

Search engine optimization (SEO) is the

process of getting from the “free,”
traffic “organic,” “natural” listings on
“editorial”
search engines.
or

All major search engines such as Google,

Yahoo and Bing have such results, where web
pages and other content such as videos or
local listings are shown and ranked based on
what the search engine considers most
relevant to users. Payment isn’t involved, as it
is with paid search ads.
Digital Marketing Overview
Advantages of search engine optimization (SEO)

 Your website will be found

 Improve your competitive edge
 Expand your customer base and target audience
 Cost effective
 Long term standings
 Free traffic
 Targeted traffic
 Higher sales (ROI)
 Global reach
 All the results can be measured
 Better conversion (sales)
 Pull marketing
 Increased visibility
 Your own 24 hour marketing team and shop front
Digital Marketing Overview
Disadvantages of search engine optimization (SEO)

 Often, websites are never “indexed” by the search engines

 After sites are indexed, often they are not indexed for
specific keyword(s)
 Website owners have no idea which search terms would really
be best to drive traffic
 Fresh content is very important, but hard to keep up with
 Domain age plays a role
 It’s hard work and time consuming
 No one really understands how Google works
 If your competition is high, it gest more difficult
 Takes a long time to see the best results
 Gestation period is long *
 On going process
Digital Marketing Overview
Basic search engine optimization (SEO) strategy

 Research, research, research, research, etc

 Keyword research (what keywords are you going to target?)
 Build a kick ass website
 Make SEO friendly URL’s (anton-is-cool instead of
anton.php?id=xyz)
 Unique and relevant titles on every page
 Write for users
 Optimize content to include keywords (use
selected keywords once every 100 words)
 Create great unique content (content is king)
 Create a sitemap (submit to Google and Bing
webmasters html+XML)
 Include website analytics (Google Analytics)
Digital Marketing Overview
Pay per click (PPC)
Digital Marketing Overview
What is pay per click (PPC)?

PPC definition

Pay per click (PPC) is a type of sponsored online

advertising that is used on a wide range of
websites, including search engines, where the
advertiser only pays if a web user clicks on their
ad. Hence the title, 'pay per click'.

Advertisers place bids on keywords or phrases

that they think their target audience would type in
a search field when they are looking for specific
goods or services.
Digital Marketing Overview
Advantages of pay per click (PPC)

 Very fast
 Get targeted visitors within hours (sometimes
minutes)
 Provides a path for search engine optimization
 Can yield highly profitable results
 Great testing platform and can be highly targeted
 Time of day
 Geographic area
 Keywords and phrases
 Content network (Google)
 Immediate feedback
 No guestimation
 Easy implementation
 Flexible
Digital Marketing Overview
Disadvantages of pay per click (PPC)

 Missing bulk of the traffic (focusing only on selected

keywords)
 No guarantees
 Heavy competition
 Less trusted
 Expensive
 Complicated
 Click fraud
 You pay regardless to any sales
 Bidding war
 Competitive keywords demands higher bids
 Restricted to text and image ads
 Traffic stops when you stop paying
Digital Marketing Overview
Basic pay per click (PPC) strategy

 Research, research, research, research, etc

 Keyword research (what keywords are you going to
target?)
 Choose which demographic you are going to target
 Location, location, location
 Make an offer they can’t refuse in your PPC ad (SEO
Copywriting)
 You can go mobile
 Be dynamic
 Utilize long tail keywords
 Timing is everything
 Create dedicated landing pages with CTA’s
 A home page is not a landing page
 Research all the keyword generators
 Review your Google quality score
 Has to be 7/10 to be displayed
Digital Marketing Overview
What is Social media marketing (SMM)?
Digital Marketing Overview
What is Social media marketing (SMM)?

Social media marketing definition

Social media is a medium and the

medium is only a vehicle that
amplifies social behaviour.

The medium is an instrument on

communication, like a newspaper or
a radio, so social media would be a
social instrument of communication.
Digital Marketing Overview
What is Social media marketing (SMM)?
Digital Marketing Overview
Advantages of social media marketing (SMM)

 Better targeting
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Increased visibility
 Targeted traffic
 Content promotion
 Helps with PR
 Fun way to do business
 Ability to go viral
 Expedites online brand development
 Cost effective (only time and effort)
 Market research (what are your customers talking about?)
 Create relationships with your customers
 Campaigns has the ability to drive huge amounts of traffic
 Supports traditional and other digital marketing
campaigns
Digital Marketing Overview
Disadvantages of social media marketing (SMM)

 Wrong strategy can hurt your reputation

 More time consuming than SEO and PPC
 Interaction is needed at each location point
 No short term ROI
 No clear definition of social media ROI
 Risk of negative comments
 ORM processes are needed for big social media
marketing campaigns.
 Negative influence on worker productivity
 Everything is public
 Commit resources
 Ineffective use = brand credibility loss
Digital Marketing Overview
Basic social media marketing (SMM) strategy

Social media (Web 2.0) technologies (Twitter, Facebook, YouTube,

Pinterest, LinkedIn) consistenly changes all the time and your SMM
strategy should NEVER start with the technology part of it. The POST
method is an excellent starting point for any SMM campaign.

The POST method stands for “People, Objectives, Strategy,

Technology”, and this method helps to address the burning question of
“should my company have a social media marketing strategy?”

POST Method

 People: Do you know who your target audience is? What are their
demographics and interests?
 Objectives: What do you want to accomplish with your social media
marketing campaign?
 Strategy: How will things be different after you launch your social
media marketing campaign?
 Technology: What social media channels are you going to use?
Digital Marketing Overview
Digital marketing measurement
Digital Marketing Overview
Digital marketing measurement

Calculation

 ROI (return on investment) = [(Payback - Investment)/Investment)]*100

Many tools and systems are available to calculate your ROI and to measure
the effectiveness of your digital marketing campaign.

ROI tools

 Google analytics
 Google webmasters tools
 Basic google search
 Google adwords
 Social media monitoring tools
 Sentiment analysis tools
THANK YOU!
Twitter: @AntonRSA
Blog: http://www.antonkoekemoer.com