DDM

MKT 510
L 4 (Oct 12)
Omni-channel marketing

When a brand has a sales strategy which enables its

customers to shop online or from a desktop or mobile
device ( e-commerce or app) , by telephone or in a
bricks and mortar store.

It is an seamless, integrated and cohesive customer

experience and customer has an option on how and
where to reach out.

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Digital Marketing
History:
Term popularized in early 2000’s

Who invented radio? Guglielmo Marconi

Year 1896 “public transmission of wireless signals”

Technically Digital Marketing is not just internet but popularly used in

its context

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Digital Marketing
Definition:
Communication or advertising delivered through digital channels such
as social media, mobile applications , email , web applications, search
engines, websites or any new digital channel.

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- Its no longer just checking emails.
- The time people are spending online is creating more opportunities
for business’s
- Online experience is constantly evolving
- Business or content marketers are looking for people like YOU to
connect

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Example- Benefits
Imagine - You have a business (Hygiene food- Hy-food ). Some one
searches for you online and your website pops up. Person clicks and
goes to your website. They can learn about your product or service .
- Video : You posted a video on importance of hygiene (Establish trust)
- See testimonials
- Free samples you offer
- See your expert videos
- Click your SM link

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Example- Benefits
- Get valuable insights into your TA (What they want and how to give it
to them)
- Digital allows targeted advertising when they search for business like
yours or what you offer
- You can restrict ads to show within certain geographic radius around
your business
- Learn to use analytics tools e.g Find out if people clicked ad or visited
site or took action you wanted like subscribed for newsletter

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Many other benefits
Building relationships with customers on social networks
Selling online
Finding new customers OR
Keep existing ones

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Let’s use internet giants mostly to understand

Facebook + Google

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Tools & Plan
• Tools are easy to use and learn and most are FREE

• Challenge is not using tools but “PUTTING A PLAN TOGETHER”

strategy

• So know what you want to achieve online as it helps you put a plan
into place

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Ask yourself a simple question

Why do I want to be online

e.g. sell more jeans

Create awareness about other products

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Before reaching objectives

Your customers need to know that you

EXIST

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Major things to consider

Web
Mobile
Social

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Major things to consider

Next is
Technology
Content & Creativity

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Major things to consider

Finally
Cost &
Time

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Technical & creative : Will you handle technical end yourself which
might take a lot of time
OR
Get help which will cost more money

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Remember to always
Always set

a realistic budget
an achievable schedule
clear milestones
&
Show complete commitment

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Where to start?
Understand digital marketing concepts. Key aspects of DM are:

1- Search Engine marketing (SE0)

2- Search Engine optimization (SEM)
3- Content marketing
4- Social Media Marketing (SMM)
2- Online advertising
3- Affiliate marketing
4- Email marketing

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Start with search
On any given day people conduct 2.2 million searches on Google only.
90% in most cases search is on google.

Imagine the opportunities for your business .

Two main areas of search are:

1- Search Engine Optimization (SEO)
2- Search Engine Marketing (SMM)

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Start with search
Search Engine Optimization (SEO):
The art of ranking high on a search engine in the unpaid section . Also called
“organic listings”.

The process of optimizing online content so that search engines likes to show
it as a top result for searches of a certain keyword

Two types
a. Off-page SEO :
b. On-Page SEO

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Start with search
What is optimized?
Design
Writing
Links
a lot more

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Start with search

Two broad categories types

a. On-Page SEO: Concerns all of google ranking factors that they determine by
directly looking at page you try to optimize e.g. headlines, content and page structure

b. Off-page SEO : Refers to all variables google takes a look at and they aren’t
exclusively in your hands. They depend on other sources such as social networks ,
other blogs in your industry and personal history of searcher

Bounce rate: Higher the bounce rate ( number of visitors who leave your site instantly
the worse your page will rank on google.

To perform well in rankings both are important

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Start with search- Key things to consider for
SEO

Bounce rate: Higher the bounce rate ( number of visitors who

leave your site instantly the worse your page will rank on google.

Content: Good content is important for good SEO and its just the
starting point

Keywords : For great content your keyword research is crucial

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Start with search… More
White hat SEO: This SEO focuses on human audience more and you can build something sustainable . It is there for those who are
online for the long haul

Advantages :
- Focuses on your audience
- It is good for brand building online
- You can build something sustainable
Black hat SEO: This type of SEO focuses on optimizing your content only for search engines and not considering humans at all. Short
term approach and not suited for good brands or if you are in it for the short haul

Issues :
-Not allowed by SE’s and is unethical and illegal
-Your website can get blocked/ banned very fast
- Results in crappy and spammy pages
- You cant build something sustainable with black hat

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Which one to do?

Combination of both off-page and on-page

GREY HAT SEO

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Some tools you should start using
• Facebook ads manager
• Facebook business manage
• Hootsuite

For final project from now

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Some keywords (along with glossary)
• SEO
• On- Page SEO
• Off-page SEO
• Black hat
• White hat
• Organic listings
• SEM- Search Engine Marketing
• Content marketing
• Social Media marketing
• Pay-per-click advertising
• Google adwords
• Affiliate marketing
• Email marketing
• Keyword/s

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QUESTION

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1
Dentox just opened its first brick and mortar store after successfully
launching an e-commerce site. Customers can also place orders on
their social media accounts and its app. What kind of marketing would
it be called?
A- Digital Marketing
B- Multi-channel marketing
C- Omni-channel marketing
D- Cross-channel marketing
E- None of the above

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2
What opportunities can you take advantage of with online business?
(All that apply)

A- Find lots of new customers

B- Selling your product or service from website or app
C- Delivering targeted advertising to customers
D- Save on your grocery budget
E- Learn more about your customers
C- Use analytics to power online sales

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3
Sohail bhai is 50+ and is a mechanic. How can digital help his business?
(all that apply)

A- He’d be more visible to customers

B- He can target ads to local customers
C- It’s easier to communicate with customers
D- Less need for customer conversations
E- More insights into customers online
C- He can get a free brochure designed

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4
What is organic listings?

What is a keyword?

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Next
Brief submission for final project
Case Study presentation
Digital Marketing
- Search Engine marketing (SE0)
- Search Engine optimization (SEM)
- Content marketing
- Social Media Marketing (SMM)
- Online advertising
- Affiliate marketing
- Email marketing

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Thank you!

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