Analyze AND Design Digital Marketing AND Branding Strategies FOR Earlypad

A REPORT
ON
ANALYZE AND DESIGN DIGITAL

MARKETING AND BRANDING
STRATEGIES FOR EARLYPAD
By
RITESH KOTIAN
16BSPHH01C0791
A REPORT
ON
ANALYZE AND DESIGN DIGITAL

MARKETING AND BRANDING
STRATEGIES FOR EARLYPAD
By
RITESH KOTIAN - 16BSPHH01C0791
A report submitted in partial fulfilment of the requirements of
MBA Program of IBS Hyderabad
Distribution list:
Company Guide: Faculty Guide:

Mr. Rakesh Gandla Dr. D.S Prasad
Marketing Manager, Earlypad. IBS, Hyderabad.
Date of Submission: 9th May,2017

Authorization
Dr. D.S. Prasad, Dated: 09/05/2017

Faculty,
IBS Hyderabad.
TO WHOMSOEVER IT MAY CONCERN
I, Dr. D.S. Prasad, hereby authorize the submission of the Project Work titled “Analyze and
Design Digital Marketing and Branding Strategies for Earlypad” , undertaken by Mr. Ritesh
Kotian (Enrollment Number:16BSPHH01C0791) as partial fulfillment of the requirement of
MBA Program of IBS Hyderabad. The project work was executed by the student under my
guidance and no part of the project has been submitted for any other degree or recognition
before.
Sincerely,
(Dr. D. S. Prasad)
I
Acknowledgements
I hereby take this opportunity to express profound gratitude towards “Earlypad Consulting
Services Pvt. Ltd.” for allowing me to perform my Summer Internship Program in their
esteemed organization.
I am thankful to Mrs. Renuka Bodla, Founder of Earlypad Consulting Services Pvt. Ltd for
giving me this opportunity in their organization.
I would like to extend my deepest regards to Mr. Rakesh Gandla, who was my company
mentor. His guidance, monitoring and constant motivation throughout the course of this study
made the successful completion of this project possible. In addition to the subject matter, his
mentoring has enhanced our knowledge and skills.
My sincere appreciation goes to Ms. Shanti and Ms. Manasa who gave me valuable inputs
during my project.
I am thankful to Dr. D.S. Prasad, who helped me in all possible ways.
Lastly, I would like to thank my Parents, without whom this assignment wouldn’t have been
possible.
II
Executive Summary
To fulfil the requirements set forward by IBS Hyderabad for the Summer Internship
Curriculum, I have worked as a Digital Marketing and Branding Intern with Earlypad
Consulting Services Pvt. Ltd. Earlypad provides services for Start-ups, mainly in Idea
validation, Market Research, Digital Marketing, Branding and Funding. Throughout the
summer, I worked in T-Hub Foundation, IIIT Campus, Gachibowli, Hyderabad – 500032.
This internship has given me a firsthand experience on the industry trends as I was responsible
to implement different digital marketing and branding strategies.
Firstly, I conducted a secondary research on the trending Digital Marketing and Branding
strategies in the industry to communicate a marketing message to consumers for the merest
fraction of the cost of a TV ad. Eventually reach a wider audience through websites, SEO
content, blogs, internet banner ads, online video content, PPC advertising, Email marketing,
Social media marketing (Facebook, Twitter, LinkedIn etc.)
I have started off with revamping of the company’s website (Earlypad.com) by going through
all the buttons, links and rectifying the errors (wrong categorization, 404 error) which lead to
bad user experience. Earlypad is now experiencing better number of “Page views” and lower
“Bounce Rate” on our website.
Earlypad uses the most creative content management system – WordPress for all its website
designing needs. In order get better visibility in the search engine, I have generated some
useful, engaging content for the audience who can turn out to be potential customers for
Earlypad. Search Engine Optimization plays an important role in driving traffic to Earlypad.
Once the content is ready, the content/articles is promoted on all major Social Media
Platforms like Facebook, Twitter, LinkedIn etc. These articles have boosted Earlypad’s reach
on search engine and across major social media platforms.
Google Analytics has been activated on the Company website for effective tracking of the
effectiveness of the posts and to make appropriate changes in future posts. Email Marketing
platform, Mailchimp is being used to send emails to clients and employees in the company in
case of any promotional offers, event updates and festive greetings.
Google AdWords platform has been used to boost presence on the search engine results.
Created a brand positioning strategy for EcoFundit which aims to be the advisory hand of
social startups.
These strategies have proven to be effective and helped in creating better reach and positioning
of Earlypad brand
Promoting businesses online eventually has led to an increase in sales because you do
the right targeting. With digital marketing, you do get 100% true targeting, so your product
will be profitable and you will reach more people.
III
TABLE OF CONTENTS
AUTHORIZATION ............................................................................. I
ACKNOWLEDGEMENT ................................................................... II
EXECUTIVE SUMMARY .................................................................. III
1. INTRODUCTION ............................................................................ 1
1.1 ABOUT THE INDUSTRY ......................................................................... 1
1.2 ABOUT THE COMPANY ......................................................................... 1
1.3 BUSINESS MODEL................................................................................... 2
1.4 PRODUCT MIX ......................................................................................... 3
1.5SEGMENTATION, TARGETING, POSITIONING .................................. 3
2. DIGITAL MARKETING................................................................. 4
2.1 INTRODUCTION ...................................................................................... 4
2.2 IMPORTANCE. ......................................................................................... 4
2.3DIGITAL MARKETING PROCESS .......................................................... 5
2.4 DIGITAL MARKETING TRIFECTO........................................................ 7
3. CONTENT MARKETING .............................................................. 8
3.1 INTRODUCTION ...................................................................................... 8
3.2PROCESS .................................................................................................... 8
3.3 IMPLEMENTATION ................................................................................. 8
4.SEARCH ENGINE OPTIMIZATION ............................................ 17
4.1 INTRODUCTION ...................................................................................... 17
4.2 STEPS IN CREATING A SUCCESSFUL SEO ......................................... 17
5. SOCIAL MEDIA MARKETING .................................................... 29
5.1 INTRODUCTION ...................................................................................... 29
5.2 STEPS INVOLVED ................................................................................... 29
5.3 IMPLEMENTATION ................................................................................. 29
6. GOOGLE ANALYTICS .................................................................. 42
6.1 INTRODUCTION ...................................................................................... 42
6.2 SETTING UP TRACKING CODE ............................................................. 42
6.3 IMPLEMENTATION ................................................................................. 42
7. PAY PER CLICK ADVERTISING ................................................ 46
7.1 INTRODUCTION ...................................................................................... 46
7.2 GOOGLE ADWORDS ............................................................................... 46
7.3 GOOGLE ADWORDS FOR EARLYPAD ................................................ 46
8. EMAIL MARKETING .................................................................... 56
8.1 INTRODUCTION ...................................................................................... 56
8.2NEED FOR EMAIL MARKETING ............................................................ 56
8.2 EMAIL MARKETING CAMPAIGN FOR ECOFUNDIT ......................... 57
9. BRANDING....................................................................................... 61
9.1INTRODUCTION AND KEYTERMS ....................................................... 61
9.2 KELLERS BRAND EQUITY MODEL IMPLEMENTATION ................. 63
9.3 21 IMMUTABLE LAWS OF BRANDING WITH ECOFUNDIT ............. 63
9.4 TYPES OF BRANDING ............................................................................ 65
9.4 SOCIAL ENTREPRENEURSHIP EVENT DESIGN ................................ 65
10. FINDINGS ....................................................................................... 68
11. CONCLUSION ............................................................................... 71
12. RECOMMENDATIONS ............................................................... 72
13. ANNEXURE .................................................................................... 73
13.1 DIGITAL MARKETING CAMPAIGN DESIGN FOR ECOFUNDIT .... 73
13.2 SOCIAL MEDIA STRATEGY ................................................................ 75
13.3 SOCIAL ENTREPRENEURSHIP EVENT DRAFT ................................ 76
14. REFERENCES ............................................................................... 78
15. GLOSSARY .................................................................................... 79
LIST OF ILLUSTRATIONS
1. INTRODUCTION .................................................................................................. 1
FIGURE 1: EARLYPAD BUSINESS MODEL ........................................................... 2
FIGURE 2: EARLYPAD WORK LOCATION............................................................ 2
2. DIGITAL MARKETING....................................................................................... 4
FIGURE 3: DIGITAL MEDIA TIME SPENT IN MINUTES. ..................................... 5
FIGURE 4: TOP DIGITAL MEDIA PROPERTIES .................................................... 5
FIGURE 5: DIGITAL MARKETING PROCESS ........................................................ 5
FIGURE 6: DIGITAL MARKETING TRIFECTA ...................................................... 7
3. CONTENT MARKETING .................................................................................... 9
FIGURE 7: THE CONTENT MARKETING MODEL ................................................ 9
FIGURE 8: SCREENSHOT OF BLOGS WRITTEN FOR EARLYPAD WEBSITE .. 10
FIGURE 9: SCREENSHOT OF THE “LEAD GENERATION” BUTTON................. 11
FIGURE 10: SCREENSHOT OF THE “CALL-TO-ACTION” BUTTON .................. 11
FIGURE 11: BLOG WISE PERFORMANCE ............................................................. 12
FIGURE 12: SAMPLE POST OF EARLYBITS CAMPAIGN .................................... 12
FIGURE 13: SAMPLE POST OF EARLYBITS CAMPAIGN .................................... 12
FIGURE 14: SAMPLE POST ON EARLYPAD TWITTER PAGE ............................. 13
FIGURE 15: SAMPLE POST ON EARLYPAD TWITTER PAGE ............................. 13
FIGURE 16: POST ON EARLYPAD INSTAGRAM PAGE ....................................... 14
FIGURE 17: POST ON EARLYPAD INSTAGRAM PAGE ....................................... 14
FIGURE 18: EARLYPAD POST ON LINKEDIN ....................................................... 15
FIGURE 19: EARLYPAD POST ON LINKEDIN ....................................................... 15
FIGURE 20: EARLYPAD POST ON FACEBOOK .................................................... 16
FIGURE 21: EARLYPAD POST ON FACEBOOK .................................................... 16
4. SEARCH ENGINE OPTIMIZATION.................................................................. 17
FIGURE 22: TITLE POST OF ARTICLE .................................................................... 18
FIGURE 23: META DESCRIPTION OF ARTICLE ................................................... 18
FIGURE 24: SNIPPET PREVIEW ............................................................................... 18
FIGURE 25: INTERNAL LINKING............................................................................ 19
FIGURE 26: USE OF H3 TAGS................................................................................... 19
FIGURE 27: USING A RELEVANT IMAGE SOURCE ............................................. 20
FIGURE 28: USING AN APPROPRIATE ALT TAG. ................................................ 20
FIGURE 29: USING BOLDED TEXTS FOR EXTRA EMPHASIS ............................ 21
FIGURE 30: SAMPLE SERP. ...................................................................................... 21
FIGURE 31: AMP ACTIVATED ................................................................................. 24
FIGURE 32: AMP WEBPAGE .................................................................................... 25
FIGURE 33: WORDPRESS EDITOR.......................................................................... 26
FIGURE 34: FOCUS KEYWORD AND META DESCRIPTION CHECK................. 26
FIGURE 35: CATEGORIES EDIT .............................................................................. 27
FIGURE 36: TAGS EDIT............................................................................................. 27
FIGURE 37: FEATURED IMAGE UPLOAD ............................................................. 28
FIGURE 38: POST PREVIEW..................................................................................... 28
5. SOCIAL MEDIA MARKETING .......................................................................... 31
FIGURE 39: LIST OF CAMPAIGNS RUN ON FACEBOOK .................................... 31
FIGURE 40: ARTICLE WITH 1800 ODD REACH .................................................... 32
FIGURE 41: ARTICLE WITH 700 ODD REACH ...................................................... 32
FIGURE 42: BRICKBUDDY POST ON FACEBOOK ............................................... 33
FIGURE 43: BRICKBUDDY POST ANALYTICS ..................................................... 33
FIGURE 44: EARLYPAD TWITTER PAGE .............................................................. 34
FIGURE 45: EARLYPAD TWITTER PAGE SUMMARY ......................................... 34
FIGURE 46: EARLYPAD TWITTER PAGE AUDIENCE INSIGHT ........................ 35
FIGURE 47: EARLYPAD TWITTER PAGE VIEWS VS UNIQUE VISITORS ........ 35
FIGURE 48: EARLYPAD TWITTER PAGE DEMOGRAPHICS OVERVIEW ........ 36
FIGURE 49: EARLYPAD TWITTER PAGE POST .................................................... 36
FIGURE 50, 51,52: EARLYPAD TWITTER PAGE POST ......................................... 37
FIGURE 53: EARLYPAD TWITTER PAGE ANALYTICS ....................................... 38
FIGURE 54: EARLYPAD LINKEDIN PAGE ............................................................. 38
FIGURE 55: EARLYPAD LINKEDIN PAGE ............................................................. 39
FIGURE 56: EARLYPAD LINKEDIN POST ............................................................. 39
FIGURE 57, 58: EARLYPAD LINKEDIN POST........................................................ 40
FIGURE 59: EARLYPAD LINKEDIN POST ............................................................. 41
FIGURE 60: BRICKBUDDYS LINKEDIN POST ...................................................... 41
6. GOOGLE ANALYTICS ........................................................................................ 42
FIGURE 61: GOOGLE ANALYTICS POST............................................................... 42
FIGURE 62: ACTIVE PAGES FROM TOP LOCATION ........................................... 43
FIGURE 63: COUNTRYWISE VISITOR STATISTICS............................................. 43
FIGURE 64: DEMOGRAPHICS ................................................................................. 43
FIGURE 65: USER ENAGAGEMENT ....................................................................... 44
FIGURE 66: GOAL COMPLETION ........................................................................... 44
FIGURE 67: TRAFFIC SOURCES SPLIT .................................................................. 45
FIGURE 68: TRACKING PAGEVIEWS .................................................................... 45
FIGURE 69: UNDERSTANDING USER ENAGAGEMENT PATTERNS ............... 44
7. PAY PER CLICK ADVERTISING ...................................................................... 46
FIGURE 70: GOOGLE ADWORDS DASHBOARD .................................................. 46
FIGURE 71: ELEMENTS OF SEARCH CAMPAIGN ................................................ 47
FIGURE 72: SELECTING CAMPAIGN TYPE.......................................................... 48
FIGURE 73: CAMPAIGN GOAL ................................................................................ 48
FIGURE 74: SELECTING CAMPAIGN NAME AND LOCATION .......................... 49
FIGURE 75: SELECT BID STRATEGY AND BUDGET ........................................... 50
FIGURE 76: SCHEDULE START AND END DATE ................................................. 50
FIGURE 77: CAPPING IMPRESSIONS AND LABEL .............................................. 51
FIGURE 78: SELECT AN APPROPRIATE AD EXTENSION................................... 51
FIGURE 79: SELECT DEVICE TYPE TARGETING................................................. 52
FIGURE 80: SELECT AD GROUP NAME,BID AND LANDING PAGE LINK ....... 52
FIGURE 81: SELECT YOUR AUDIENCE ................................................................. 53
FIGURE 82: SELECTIING APPROPRIATE HEADLINE AND BUTTON LABEL . 53
FIGURE 83: SELECTING AD SIZE ........................................................................... 54
FIGURE 84: PREVIEW AND PICK ............................................................................ 54
FIGURE 85: STATUS- UNDER REVIEW .................................................................. 55
FIGURE 86: POST CAMPAIGN FACTS .................................................................... 55
8. EMAIL MARKETING .......................................................................................... 56
FIGURE 87: MAIL CHIMP LOGO ............................................................................. 56
FIGURE 88: SELECTING ICONS FOR EMAIL DRAFT ........................................... 57
FIGURE 89: IMPROVISE AND MAKE IT INTERACTIVE ...................................... 57
FIGURE 90: SELECTING APPROPRIATE HEADER IMAGE ................................. 58
FIGURE 91: UPDATE COMPANY COPYRIGHT INFORMATION ........................ 58
FIGURE 92: CUSTOMIZE AND PREVIEW .............................................................. 59
FIGURE 93: PREVIEW ON DESKTOP ...................................................................... 59
FIGURE 94: PREVIEW ON MOBILE......................................................................... 60
9. BRANDING ............................................................................................................ 61
FIGURE 95: FEW POPULAR BRANDS..................................................................... 61
FIGURE 96: BRAND DYNAMICS ............................................................................. 61
FIGURE 97: BRAND LOYALTY SHIFT ................................................................... 62
FIGURE 98: KELLERS EQUITY MODEL ................................................................. 63
FIGURE 99: ECOFUNDIT LOGO .............................................................................. 60
10. FINDINGS............................................................................................................. 68
TABLE 1: EARLYPAD WEBSITE PAGEVIEWS, USERS & SESSION .................. 68
CHART 1: EARLYPAD WEBSITE PAGEVIEWS, USERS & SESSION .................. 68
TABLE 2: EARLYPAD WEBSITE AVERAGE SESSION VS PAGES/SESSION .... 69
CHART 2: EARLYPAD WEBSITE AVERAGE SESSION VS PAGES/SESSION ... 69
TABLE 3: EARLYPAD WEBSITE BOUNCE RATE VS AVERAGE TIME SPENT 70
CHART 3: EARLYPAD WEBSITE BOUNCE RATE VS AVERAGE TIME SPENT 70
11. CONCLUSION ..................................................................................................... 71
12. RECOMMENDATIONS ..................................................................................... 72
13. ANNEXURE ......................................................................................................... 73
FIGURE 100: CAMPAIGN PROCESS FLOW............................................................ 73
FIGURE 101: EMAIL MARKETING TEMPLATE .................................................... 74
Earlypad Consulting Services Pvt. Ltd.
1. Introduction
1.1 About the Industry:

India, a home to more than 3,000 vibrant tech/ digital start-ups, is the fourth largest
base across the world. Since 2010, The Indian Technology Start-ups landscape has seen a sharp
rise in the creation of new start-ups and this number is expected to cross 3,100 by the end of
year 2014. It is a hyper growth inflection point for the Indian start-up ecosystem, with growth,
capital and acquisitions all coming together creating a perfect storm.
Key indicators such as opportunities existing in the domestic market, access to capital/mentors,
and increased M&A and consolidation activities clearly point towards the new evolution of the
ecosystem. Given this pace of growth, if the landscape continues to evolve, then by the end of
2020 more than 11,500 start-ups are expected to get established in India, generating
employment opportunities for more than 250,000 people.
With the growing scope of startup in the ecosystem, startups also face challenges with Market
Research, app development, digital marketing and branding.
1.2 About the Company:

Earlypad Consulting Services was established by senior IT consultants with the
motivation to help the startups scale up their business. Earlypad acts as tailor made team for
startups to meet their objectives at an effective pace.
Earlypad approaches every client’s business as if it were our own. We believe a consulting firm
should be more than an advisor. We put ourselves in our clients’ shoes, align our incentives
with their objectives, and collaborate to unlock the full potential of their business. This builds
deep and enjoyable relationships. The right approach is necessary for the right outcome.
Earlypad approaches work by applying its external knowledge to your organization’s internal
way of doing work. We know that, to maximize the potential of success for your company we
need to shape our expert advice in a way that applies to your way of doing business. This allows
us to create rich relationships with our clients.
Earlypad’s Mission Statement is be the ready-made team for upcoming leaders dreaming to
build their own company. To work with you to make your ideas change the world and grow
your business.
Your success shows new paths to next generation and we want to be part of such journey, we
are passionate to deliver so we have every reason to work for your to make your start-up success
story.
Earlypad’s Vision is be part of 100 successful start-ups in next 5 years of time that changing
the world , creating social impact and touching various industries.
Earlypad’s Values include delivery assurance by meeting the quality standards and service
level agreement. We stand by our company Ethics.
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1.3 Business Model:
Figure 1: Earlypad Business Model

Source: https://strategyzer.com
1.4 Product Mix:
Company’s Product/Service line includes Market Research, Digital Marketing, MVP

to finished product (Minimum Viable Product), Idea Capture, Investments and EP Report.
A summary of these services provided by Earlypad Pvt. Ltd. are as follows:
• With effective market research, your company can gain invaluable information about
your competitors, economic shifts, demographics, the current market trends and the
spending traits of your customers. Market research not only helps in identifying new
business opportunities, but also helps in designing marketing campaigns that will
directly target the interest of your potential consumers and help in increasing sales.
• Traditional marketing strategies require big bucks and startups are under extreme
resource constraints and need to figure out how to break through the noise to let their
target customers know they have a superior solution for a critical problem. We support
using digital marketing techniques, the most cost effective option, to make your
products reach the right customer.
• MVP to finishes product service equips a startup to convert its idea into a great app.
Team of 40 developers helps us to design the app.
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• The idea capture exercise enables you to think through viability, product need,
feasibility aspects, and resource constraints at every stage. The wrong product is the top
reason for startup failure and this evaluation helps avoid the pitfall.
• Earlypad works closely with investor groups and individuals. Investors fund products
which are generating revenues, have a succession team with wider reach and ROI. We
walk that extra mile with you for those impressive products to bring investments into
your company.
• EP report is for those who have a very potential idea and would like to know if the
idea is worth investing any time, effort or money. The report covers idea score, market
research report, complete time report, business plan with competitive analysis and
pricing and our recommendations. In addition, for ideas score > 70% we extend the
report with investor recommendations.
1.4 Segmentation, Targeting, Positioning:
Earlypad caters to all the startups who need a tailored team to carry out market research, digital
marketing, app development and idea validation.
Earlypad’s target audience includes startups who needs services in the field of market research,
digital marketing, app development etc.
Earlypad has been positioned as a startup consulting firm in one of India’s largest incubator
names T-Hub.
Figure 2: Earlypad work location.

Source: http://www.hyderabadevents.com/assets/uploads/98111acce7e527cb15825e4ecc302855.jpg
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2. DIGITAL MARKETING
2.1 Introduction:
Digital marketing is the promotion of products or brands via one or more forms of
electronic media and differs from traditional marketing in that it involves the use of channels
and methods that enable an organization to analyse marketing campaigns and understand what
is working and what isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales
conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the
channel most closely associated with digital marketing, others include wireless text messaging,
mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and
radio channels, etc.
Figure 3: Digital Media Time Spent in minutes.

Source: comScore.com
2.2 Importance:
Digital media is so pervasive that consumers have access to information any time and
any place they want it. Gone are the days when the messages people got about your products
or services came from you and consisted of only what you wanted them to know. Digital media
is an ever-growing source of entertainment, news, shopping and social interaction, and
consumers are now exposed not just to what your company says about your brand, but what
the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe
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them than you. People want brands they can trust, companies that know them, communications
that are personalized and relevant, and offers tailored to their needs and preferences.
Figure 4: Top digital media properties.

Source: comScore.com
2.3 Digital Marketing Process:
Figure 5: Digital Marketing Process

Source: http://www.emarkable.ie
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Step 1: Developing an effective Digital Marketing Strategy

• Identifying your goals.
• Recognising challenges.
• Understanding your target demographic.
• Defining & measuring success in relation to your ultimate ROI.
Step 2: The Creation and Maintenance of an Effective Website Platform

• An effective website is the hub of all your online marketing and lead generation!
• Every website should be simple to navigate, exhibit a professional appearance, be
appealing to search engines, smartphone-friendly and easy to update.
• As your site is the very foundation of your online marketing, this step is critical.
Step 3: Boosting Inbound Traffic

It is obvious that robust inbound traffic will equate to higher qualified prospects and better
conversion rates. Your traffic plan will be customized to match your business and we will
employ numerous strategies to achieve this including:
• Blogs.
• Social Media Integration.
• Onsite and Offsite SEO.
• Pay-per-click Campaigns.
Step 4: Lead Conversion
Attractive and relevant offers will help to transform an interested party into a viable lead.
Our techniques include online contact forms within landing pages, auto-responding emails and
“calls to action” (CTAs) throughout the site to encourage engagement with visitors.
Step 5: Converting Leads into Sales
Our bespoke analytical techniques will enable you to appreciate which pages are viewed the
most and which leads are the most relevant.
Thus, you will be able to prioritize who is contacted, target them with relevant messages and
develop nurturing campaigns to maintain a keen interest throughout the buying cycle. Let us
help take the guesswork out of what’s working or not online.
• Lead Intelligence.
• Segment Leads.
• Lead Nurturing.
• Email Marketing.
• CRM Integration.
•
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Step 6: Measuring and Reviewing

Some of the metrics that we proactively review include (but are not limited to):
• SEO success.
• PPC costs and rates.
• Blogging effectiveness.
• Social media audience size and growth.
• Email subscribers.
2.4 Digital Marketing Trifecto:
Figure 6: Digital Marketing Trifecta.

Source: https://www.titan-seo.com/newsarticles/trifecta.html
All three elements, owned, earned and paid are important to a digital strategy. It's up to you to
evaluate these three themes and decide where to allocate your resources to make the most sense
for your brand.
Owned media sites are an extension of your brand and create additional avenues for people to
interact with your brand. When it comes to owned media, as long as you can keep up with the
maintenance, the more the merrier.
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Earned media is the equivalent of online word of mouth and is the vehicle that drives traffic,
engagement and sentiment around a brand. While there are different ways a brand can garner
earned media, good SEO and content strategies are the most controlled and effective.
Paid media is a great way to promote content in order to generate more earned media and can
also be used to drive traffic directly to your owned media properties.
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3. Content Marketing
3.1 Introduction:
Content marketing is any marketing that involves the creation and sharing of media and
publishing content to acquire and retain customers. This information can be presented in a variety of
formats, including news, video, white papers, e-books, infographics, case studies, how-to guides,
question and answer articles, photos, etc.
3.2 Process:
Figure 7: The Content Marketing Model

Source: https://worldofwords1.wordpress.com
Content marketing is the use of that content—any of it—to help meet a marketing goal for your
organization. That could be an acquisition of potential customers, retention of existing ones, making
more people aware of your brand or your products, or really anything else.
Regardless of what type of marketing tactics you use, content marketing should be part of your process,
not something separate. Quality content is part of all forms of marketing:
• Social media marketing: Content marketing strategy comes before your social media strategy.
• SEO: Search engines reward businesses that publish quality, consistent content.
• PR: Successful PR strategies address issues readers care about, not their business.
• PPC: For PPC to work, you need great content behind it.
• Inbound marketing: Content is key to driving inbound traffic and leads.
• Content strategy: Content strategy is part of most content marketing strategies.
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3.3 Implementation:
3.3.1 Content marketing on Earlypad website:

Step 1: Attract Visitors by writing blogs for Earlypad website and drive traffic from
search engines
Figure 8: Screenshot of blogs written for Earlypad website

Source: Earlypad.com
Sample Blogpost Links written by me: http://www.earlypad.com/8-reasons-why-startups-require-

branding/
http://www.earlypad.com/stages-of-startup-funding/
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Step 2: Content Monetization through lead generation:
Figure 9: Screenshot of the “Lead Generation” button

Figure 10: Screenshot of the “Call-to-action” button

Step 3: Once we have the necessary contact details we can share more interactive to create our brand
presence.
Step 4: Measure and analyze and write more interactive content
Figure 11: Blog wise performance

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3.3.2 Earlybits | Campaign highlights trends in the startup industry:

Earlybits was launched to highlight the trends in the startup industry to create brand
awareness and brand presence across different social media channels.
Figure 12: Sample Post Of Earlybits campaign
Figure 13: Sample Post Of Earlybits campaign.
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3.3.3 Content Marketing on Twitter:
Figure 14: Sample Post on Earlypad twitter page.
Figure 15: Sample Post on Earlypad twitter page.
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3.3.4 Content Marketing on Instagram:
Figure 16: Post on Earlypad Instagram page
Figure 17: Post on Earlypad Instagram page
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3.3.5 Content Marketing on LinkedIn:
Figure 18: Earlypad post on LinkedIn
Figure 19: Earlypad post on LinkedIn
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3.2.6 Content Marketing on Facebook:
Figure 20: Earlypad post on Facebook
Figure 21: Earlypad post on Facebook
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4. Search Engine Optimization
4.1 Introduction:
Search Engine Optimization is the process of improving the visibility of a website on
organic ("natural" or un-paid) search engine result pages (SERPs), by incorporating search
engine friendly elements into a website. A successful search engine optimization campaign will
have, as part of the improvements, carefully select, relevant, keywords which the on-page
optimization will be designed to make prominent for search engine algorithms. Search engine
optimization is broken down into two basic areas: on-page, and off-page optimization. On-page
optimization refers to website elements which comprise a web page, such as HTML code,
textual content, and images. Off-page optimization refers, predominantly, to backlinks (links
pointing to the site which is being optimized, from other relevant websites).
4.2 Steps in creating a successful SEO:

When it comes to search engine optimization for a new website, some businesses can be
intimidated due to the amount of information out there. And often, if they don’t have the help of an
experienced in-house SEO or consultant, they will do nothing.
Today, we’re going to look at some easy things you can do to start your website’s SEO on the right foot
– even if you can’t hire a professional to help you out.
1. On-Site SEO Basics
Some of the most important elements for search engine optimization happen on your own
website. You may hear a lot about link building (which we will get to in just a moment), but
link building without good on-site search optimization isn’t going to be as effective. Here are
the bare minimum on-site optimization elements you should put on each of your website’s main
pages, including and especially the homepage.
The Golden Rule of On-Site Optimization
Before we get started, one thing you want to keep in mind when using any of the following
SEO elements is not to overdo it. You might be tempted to shove a lot of keywords onto your
pages, but that is not the goal. In fact, Google has unleashed an over-optimization penalty that
targets websites that have too many keywords stuffed onto one page. So when it comes to
keyword optimization, keep it simple – think of up to five keywords or keyword phrases for
each page on your website and optimize for those.
If you’re not sure what keywords to use, try entering some preliminary ideas on Google’s
AdWords Keyword Tool to get suggestions.
Title Tag
The title tag on pages of your website tells search engines what the page is about. It should be
70 characters or less and include your business or brand name and keywords that relate to that
specific page only. This tag is placed between the <HEAD> </HEAD> tags near the top of the
HTML code for the page.
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Figure 22: Title post of article
Meta Description
The meta description on pages of your website gives search engines a little more insight into
what your page is about. There is still debate about whether meta descriptions can help with
keyword rankings. Regardless, you want to write your meta description with a human audience
in mind that includes the page’s main keywords, as the meta description does show up in search
results.
Figure 23: Meta Description Of Article
How the Title Tag & Meta Description Looks in Search Results
Figure 24: Snippet Preview
The above image shows how Earlypad’s own title tag and meta description shows up in Google
search results. You can see that the keywords searched by a user (in this case, the keyword was
startup funding) are bolded by Google in both the title tag and the meta description. Therefore
you have to use your business or brand name and keywords in both the title and meta
description – it helps your search results stand out to the searcher when they are searching those
terms.
If you use WordPress on your own domain, you are in luck. Adding title tags and meta
descriptions to your pages is easy using free plugins such as All in One SEO, Platinum SEO,
and SEO by Yoast. You can also get SEO suggestions by using premium plugins such as Scribe
SEO.
Additional On-Site SEO Elements
While the title tag and the meta description are the most important SEO elements, they are not
the only ones. Be sure to incorporate the following into your website’s page content for further
search optimization.
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Internal Links – Link building isn’t just reserved for external sites linking to your website.
You can help search engines learn more about your website by internally linking to other pages
on your website within your content. As an example, this blog post utilizes internal links when
linking to other posts on the Earlypad blog.
Figure 25: Internal Linking
Header Tags – This blog post utilizes three different levels of HTML header tags that help
break the content into sections as well as let search engines know more about what each section
of content is about. The <H1></H1> tags surround the post title – there should only be one set
of <H1></H1> tags per page. The <H2></H2> and <H3></H3> tags surround subheadings on
the page – there can be multiple instances of both. Using header tags helps both readers and
search engines break up your content into digestible sections.
Figure 26: Use Of H3 TAGS
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Image Name & ALT Tags – If you use images on your website, you should think of good
keywords for both the image name and the alt tag. This helps search engines find good images
for their image search based on the keywords specified.
Figure 27: Using a relevant image source
Figure 28: Using an appropriate ALT tag.
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Bolded Text – You don’t want to get too crazy with this one, but occasionally bolding a
selection of text to get a reader’s attention can also help search engines distinguish other
important information and keywords in the page’s content.
Figure 29: Using bolded texts for extra emphasis
Content is the key:

The key to pleasing both search engines and visitors is to have quality content on our website.
Quality content can include a variety of things including, but not limited to, the following.
• Blog Posts.
• Industry Articles.
• Tutorials & How to Guides.
• Infographics.
• Videos.
• Podcasts.
Creating quality content for your website can be a huge investment, but it is worth it. Search
engines will love it, and visitors will love it so much that they will share it on social media,
leading to even more visitors. You can start out by simply creating blog posts on your website,
and as your audience grows, you can expand your content inventory to additional types of
media. To learn more, see the Beginner’s Guide to Content Marketing.
Off-Site Optimization:
Link building is probably one of the most talked about (and debated about) SEO tasks. The
basic goal of link building is to get other websites to link to yours. If you think about ranking
at the top of search results as a popularity contest, then links are like votes saying your website
deserves to be ranked highly. Getting links with keyword anchor text will help you rank
specifically for the keywords that are linked to. For example, Adobe Reader ranks number one
for the keywords click here because so many websites linked to it using the anchor text click
here to download Adobe Reader.
So how do you get links? There are lots and lots of ways to do it – some good, and some not
so good. If you read enough about link building, you will hear ultimately about three kinds of
links and link building techniques.
• Organic Links – These are links you don’t have to ask for, and they are the best kind.
Especially if you can get them on sites with high authority such as major news outlets
and other well-recognized name websites.
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• Whitehat – This basically stands for good, quality link building (the kind you should
strive for).
• Blackhat – This stands for spammy, low-quality link building (the kind you should
avoid).
Figure 30: Sample SERP.
Link Submission:
Once you are set with the content submit your blog URL to Google at
https://www.google.com/webmasters/tools/submit-url
Accelerated Mobile Pages:
Accelerated Mobile Pages (AMP) is out and has been speculated to have two benefits
for SEO. One is it will have a “Fast” label designation on search engine results pages, and the
other is that it will be a ranking factor. As to how much of a factor, that is yet to be seen. I’ll
take you through what AMP is and how you can use it to benefit your site’s mobile visitors.
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What is AMP?
Accelerated Mobile Pages is an open-source coding standard for publishers. The aim
for AMP is for publishers to be able to load their sites quickly on mobile since mobile
responsive could be clunky and slow because desktop resources are heavy and plenty. If we’re
going to be honest with ourselves, most of the elements of a desktop website is unnecessary
for a mobile site.
Until recently, AMP was just for User Experience. Now, Google has backed it up – and
is encouraging websites to follow suit. Much like how they heralded Schema.org and laid-low
Dublin Core for Metadata.
Why is AMP Important?
Ever tried to load your site on mobile? Are you happy with the load speed? I know I’m
not. Heck loading my site in desktop is taking long and I have a respectable amount of speed
for my internet connection – but mobile? All I have is usually a clunky data plan with the
mobile providers here in the Philippines.
Simply put, browsing on mobile while you’re on-the-go will mean that your internet
speed is not always fast. So it’s best to optimize the experience of mobile browsing for all users
(at least that’s what Google wants to happen) by standardizing a mobile version of your site
with AMP. I’ll show you how to do it below.
Who will Benefit the Most from AMP?
I don’t believe that you’ll want to make your services or product landing pages into
AMP. It would be stripped down of its first-impressions. That would defeat the purpose of your
original design. So I don’t believe that everyone will be adopting AMP.
Implementation Of AMP on Wordpress:
Here’s where things get interesting because you can actually integrate AMP in about 5 minutes
for your WordPress site. Simply follow these steps:
1) Install the AMP WordPress plugin by Automatic
2) Activate the plugin – what it will do is append /amp on all your pages but what it won’t do
is redirect mobile visitors to your /amp pages
3) So the next step is to edit your .htaccess file – you could use an FTP program to do this. I
personally use Filezilla.
Note that you have to change example.com to your site’s domain name. I explicitly made the
redirect into a 302 because we don’t want all the to link equity to be passed on to your /amp
pages since it’s merely an accelerated mobile page version.
5) Lastly, you will want to edit the CSS to make your Accelerated Mobile Pages look and feel
more like your site. You can edit the CSS using FTP by going to your wp-content -> plugins -
> amp -> template.php
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Figure 31: AMP Activated.
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Figure 32: AMP webpage.
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4.3 Wordpress User Interface:
4.3.1 Wordpress interface of Earlypad admin:

This is the interface where we add/edit make changes to the articles added to the Earlypad
website.
Figure 33: WordPress Editor
4.3.2 Keyword and Meta Description Check:

The right meta description and right focus keyword helps crawlers for better search engine
listings.
Figure 34: Focus Keyword and Meta Description check
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4.3.3 Categories Check:
The right categorization will help you keep relevant and reach the right audience.
Figure 35: Categories Edit
4.3.4 Tags Check:
Tags help you for effective SEO and help reach.
Figure 36: Tags Edit
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4.2.5 Featured Image Check:

A good featured image keeps the visitor to your website engaged.
Figure 37: Featured Image Upload option
4.2.5 Featured Image Check:

This field helps you check the status of the post, the readability of the content and the
effectiveness of your SEO.
Figure 38: Post Preview
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5. Social Media Marketing
5.1 Introduction:
Social media marketing refers to the process of gaining traffic or attention through social media
sites.
Social media itself is a catch-all term for sites that may provide radically different social actions. For
instance, Twitter is a social site designed to let people share short messages or “updates” with others.
Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos,
joining events and a variety of other activities.
5.2 Steps Involved:

Step 1: Audit Your Current Social Presence
“Know thyself. Know the customer. Innovate.” – Beth Comstock
Before you strategize about where you are headed, take a quick look at where you are. A few areas to
consider when auditing your business’s social media presence are:
Which networks are you currently active on
Are your networks optimized (photo and cover images, bio, URL, etc.)
Which networks are currently bringing you the most value
How do your profiles compare to your competitors’ profiles
Step 2: Document Who Your Ideal Customer Is
“The aim of marketing is to know and understand the customer so well the product or service fits
him and sells itself.” – Peter Drucker
Even the best marketers will fail if they are marketing to the wrong audience. Answer the following
questions to help you come up with a highly focused buyer persona:
• Age
• Location
• Job Title
• Income
• Pain Points (that your business can solve)
• Most Used Social Network
Step 3: Create A Social Media Mission Statement
“What makes you weird, makes you unique and therefore makes you stand out.” – Dan Schawbel
Your social media mission statement will drive your future actions, so make sure you put some thought
into it. This statement will make it clear exactly what you plan to use your social media presence for
and should reflect your brand identity. Keep in mind your ideal customer when trying to create this
statement.
An example mission statement might be “to use social media to educate current and potential
customers about digital marketing, with a focus on social media marketing.” Once you have this
statement documented, it will make it simple for you to decide what to share and create.
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If it doesn’t align with your mission statement, forget about it. Businesses that post randomly without
a guiding mission will fail. People follow experts, not generalists.
Step 4: Identify Key Success Metrics
“If you cannot measure it you cannot improve it.” – Lord Kelvin
How will you determine if your social media marketing efforts are successful? I am not just talking
about gaining more followers, I am talking about making money. Afterall, it is hard to rationalize
spending time and money on something that isn’t improving the bottom line.
A few metrics to consider measuring are:
• Conversion Rate
• Time Spent on Website
• Reach
• Brand Mentions
• Sentiment
• Total Shares
Step 5: Create and Curate Engaging Content
“Content is where I expect much of the real money will be made on the Internet.” – Bill Gates
Sadly, many businesses jump straight to this step. Hopefully this post has made it clear that there are
several vital steps that you must take before you start creating and curating engaging content to share
on your social media channels.
Let’s now discuss the fun part, posting to social media. You know who your ideal customer is and you
used that information to create your social media mission statement. Armed with this information it
should be easy for you to begin creating and curating content. So, what exactly is considered content?
Here are a few examples of content you could create:
• Images
• Videos
• Blog Posts
• Company News
• Infographics
• eBooks
• Interviews
The list of content ideas goes on and on, but make sure you focus only on forms of content that align
with your mission statement, as well as your skill set. Content is what fuels social media, so it is crucial
that you consider creating high quality, engaging content as a top priority.
I strongly recommend that you create a content calendar that outlines how often you will post to each
network, which topics you will share and when you will share them.
Step 6: Invest In a Social Media Management Tool
“We live in times in which ordinary people can do amazing things using the right tools”
Most marketers have a secret, they leverage tools to boost their productivity. Ok, maybe it isn’t a
secret, but without tools marketers would face constant burnout (many do even with tools). When it
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comes to social media, having a social media management tool allows you to scale your efforts with
ease.
Step 7: Track, Analyze, Optimize
“If you torture the data long enough, it will confess to anything.” – Ronald Coase
This may be the most important step when it comes to succeeding on social media. Even the best
social media marketers rely on trial and error. It might seem basic, but tracking your results, analyzing
the data and then making tweaks to optimize them is crucial.
A great social media strategy is never set in stone. It is a constant work in progress that changes when
necessary. So get out there, create a strategy and start optimizing it as you continue to grow and learn
more about your business and your audience.
5.3 Implementation:
5.2.1 Social media campaign on Facebook:
Figure 39: List of campaigns run on Facebook
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Figure 40: Article with 1800 odd reach
Figure 41: Article with 700 odd reach
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Figure 42: BrickBuddy post on Facebook
Figure 43: BrickBuddy Post Analytics
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5.2.2 Social media campaign on Twitter:
Figure 44: Earlypad Twitter Page
Figure 45: Earlypad Twitter Page Summary
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Figure 46: Earlypad Twitter Page Audience Insight
Figure 47: Earlypad Twitter Page views vs Unique Visitors
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Figure 48: Earlypad Twitter Page Demographics Overview
Figure 49: Earlypad Twitter Page Post
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Figure 53: Earlypad Twitter Page Analytics

5.2.3 Social media campaign on LinkedIn:
Figure 54: Earlypad LinkedIn Page
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Figure 55: Earlypad LinkedIn Page
Figure 56: Earlypad LinkedIn Post
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Figure 60: BrickBuddys LinkedIn Post
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6. Google Analytics
6.1 Introduction:
Google Analytics provides valuable insights that can help you shape your business' success
strategy. Whether you own an online store or an informative blog, you'll want to understand
the business aspects of it. This is exactly what GA helps you do. If you've got an online store
that is selling products, you'll want to study and understand your customers so you can deliver
better. Google Analytics allows you to track and understand your customer's behavior, what
they're looking for, and whether your business is addressing their needs. Its allows you to use
its technology to dissect and study your online business so you can cater well to your customers.
Figure 61: Google Analytics post

Source: Google images
6.2 Setting up tracking code:
When you create an Analytics property, Analytics generates a tracking ID and a
JavaScript tracking-code snippet specific to that property. To set up tracking (collect data) for
that property, you usually need either the tracking ID or the tracking-code snippet. For example,
some web-hosting services require only the tracking ID, and in other cases you need to add the
entire code snippet to each web page you want to track.
To find the tracking ID and code snippet:
• Sign in to your Analytics account.

• Click Admin.
• Select an account from the menu in the ACCOUNT column.
• Select a property from the menu in the PROPERTY column.
• Under PROPERTY, click Tracking Info > Tracking Code.
• Your tracking ID and property number are displayed at the top of the page.
• Information about tracking apps is displayed under Mobile app tracking - Using the SDK.
• The tracking-code snippet for your website is displayed under Website tracking.
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6.3 Implementation on Earlypad website:

Here are the reasons why you need google analytics along with sample statistics taken from the
Earlypad dashboard for the same:
➢ To know where visitors came from:
Figure 62: Active Pages from top location
➢ To Understand which Geographical area brings in the most customers:
Figure 63: Country wise visitor statistics
➢ To segment your customer base:
Figure 64: Demographics
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➢ To create and track effective campaigns:
Figure 65: User Engagement
➢ To check if you're achieving 'Goals'
Figure 66: Goal Completion
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➢ To track your traffic sources:
Figure 67: Traffic sources split
➢ To understand the kind of content you should create
Figure 68: Tracking pageviews
➢ To understand why visitors might be bouncing off your site
Figure 69: Understanding user engagement patterns
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7. Pay Per Click Advertising

7.1 Introduction:
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a
fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site,
rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid
for ad placement in a search engine's sponsored links when someone searches on a keyword
that is related to their business offering. For example, if we bid on the keyword “PPC software,”
our ad might show up in the very top spot on the Google results page.
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine
a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more
than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300
sale, then we’ve made a hefty profit.
A lot goes into building a winning PPC campaign: from researching and selecting the right
keywords, to organizing those keywords into well-organized campaigns and ad groups, to
setting up PPC landing pages that are optimized for conversions. Search engines reward
advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging
them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google
charges you less per click, leading to higher profits for your business.
7.2 Google AdWords:
Google AdWords is the single most popular PPC advertising system in the world. The
AdWords platform enables businesses to create ads that appear on Google’s search engine and
other Google properties.
AdWords operates on a pay-per-click model, in which users bid on keywords and pay for each
click on their advertisements. Every time a search is initiated, Google digs into the pool of
AdWords advertisers and chooses a set of winners to appear in the valuable ad space on its
search results page. The “winners” are chosen based on a combination of factors, including the
quality and relevance of their keywords and ad campaigns, as well as the size of their keyword
bids.
Figure 70: Google AdWords Dashboard

Source: https://www.google.co.in/intl/en/adwords/images/illustrations/overview-costs-bg.png
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7.3 Google AdWords Campaign For Earlypad.com:

Many advertisers are primarily concerned with their keywords – and rightfully so, given
that keywords are the foundation upon which pay-per-click campaigns are built – but how those
keywords are organized and structured is equally important.
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly
important. Your entire PPC campaign is built around keywords, and the most successful
AdWords advertisers continuously grow and refine their PPC keyword list. If you only do
keyword research once, when you create your first campaign, you are probably missing out on
hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could
be driving traffic to your site.
Effective Keyword list should be Relevant, Exhaustive and Expansive.
Relevant – Of course, you don't want to be paying for Web traffic that has nothing to
do with your business. You want to find targeted keywords that will lead to a higher PPC click-
through rate, effective cost per click, and increased profits. That means the keywords you bid
on should be closely related to the offerings you sell.
Exhaustive – Your keyword research should include not only the most popular and
frequently searched terms in your niche, but also to the long tail of search. Long-tail keywords
are more specific and less common, but they add up to account for the majority of search-driven
traffic. In addition, they are less competitive, and therefore less expensive.
Expansive - PPC is iterative. You want to constantly refine and expand your
campaigns, and create an environment in which your keyword list is constantly growing and
adapting.
All successful paid search campaigns share the same five elements:
• Campaigns
• Ad groups
• Keywords
• Ad text
• Landing pages
These five elements can be visualized in the following way:
Figure 71: Elements of search campaign |Source: wordstream
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Step 1: Select Campaign Type:

Campaigns are the highest-level element within a paid search account. A single
AdWords or Bing Ads account may have only a single campaign, whereas others might have
dozens of campaigns. However, many campaigns you are running, campaigns are the topmost
level within your account.
Figure 72: Selecting Campaign type

Source: AdWords Interface
Figure 73: Campaign Goal

:
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Step 2: Enter campaign name and locations you want to target:
Figure 74: Selecting Campaign Name and Location
Step 3: Select a bid strategy:

Each bid strategy is suited for different kinds of campaigns and advertising goals. For the
purposes of bidding, you'll want to consider three basic types of goals, along with your current
campaign settings.
If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-
per-click (CPC) bidding may be right for your campaign.
If you want to increase brand awareness—not drive traffic to your site—focusing on
impressions may be your strategy. You can use cost per thousand viewable impressions
(vCPM) bidding to put your message in front of customers.
If you want customers to take a direct action on your site, and you're using conversion tracking,
then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do
that.
Focus on clicks with CPC bidding
If you're focusing on gaining clicks to generate traffic to your website, there are two cost-per-
click bid strategies to consider:
Maximize Clicks is an automated bid strategy. It's the simplest way to bid for clicks. All you
have to do is set a daily budget, and the AdWords system automatically manages your bids to
bring you the most clicks possible within your budget.
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Manual CPC bidding lets you manage your maximum CPC bids yourself. You can set
different bids for each ad group in your campaign, or for individual keywords or placements.
If you've found that certain keywords or placements are more profitable, you can use manual
bidding to allocate more of your advertising budget to those keywords or placements.
Figure 75: Select bid strategy and budget

Source: https://support.google.com
Step 4: “Select Start and End date” and “Digital Content” label:
:
Figure 76: Schedule start and end date
:
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Figure 77: Capping impressions and Label
Step 5: Use an appropriate ad extension:
Figure 78: Select an appropriate Ad Extension
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Step 5: Select Device Type:
Figure 79: Select device type targeting
Step 5: Creating Ad groups:

Inside each campaign are your ad groups. Ad groups are the second-highest level
account element. For example, you may be running a single holiday-themed campaign to
capitalize on end-of-year online shopping trends, and this campaign might contain two ad
groups – one for winter clothing, and another for outdoor winter sporting equipment.
Within each ad group are your keywords, ad text, and landing pages. Keywords should be
relevant to their ad group – you shouldn’t include keywords related to your winter sporting
equipment in your winter clothing ad group. Ad text should be unique, written with prospective
customers in mind, and contain the keywords that are relevant to that ad group. Finally, landing
pages should match their accompanying ads (in terms of both keyword relevance and overall
messaging).
Set an ad group name and set the max CPC bid along with the landing page.
Figure 80: Set Ad group name, bid and Landing page link
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Step 6: Set parameters for interest and remarketing accordingly.
Figure 81: Select your audience
Step 6: Set up headline description and button label:
Figure 82: Selecting appropriate headline, description, button label.
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Step 7: Select Ad Size
Figure 83: Selecting Ad size
Step 8: Preview ads.
Figure 84: Preview and pick
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Step 9: Check Ad status and wait for review:
Figure 85: Status-Under Review
Step 10: Track Progress
Figure 86: Post campaign facts
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8. Email Marketing
8.1 Introduction:
Email marketing is the targeting of consumers through electronic mail (email). Often
associated with data mining, email marketing can be used to impact consumers in a variety of
ways. In general, email marketing is a more evolved, digital form of traditional direct mail
marketing.
Email marketing is one of the most popular and reliable methods to engage your
website’s audience and increase your profits. In fact, the only downside to email marketing is
that it can be quite difficult to jump into, due to all the information and tools you need to juggle.
The good news is that if you know how to compose a solid campaign, you can make
the most of whichever tool you have chosen. After all, what subscribers care the most about is
the content itself.
The tool which I have used here is Mailchimp.
Figure 87: MailChimp Logo

Source: Mailchimp.com
8.2 Need for email marketing:

Short-term results: Marketing campaigns are usually designed around long-term strategies,
but email enables you to take immediate action thanks to analytics. Easy to share. Email
campaigns make it easy for recipients to share them, which translates to an expanded reach.
Precise targeting options: Some email marketing tools enable you to segment your audience
according to specific criteria (like engagement with past messages) and target future campaigns
accordingly.
Inexpensive: In some cases, email marketing can be exceedingly cheap – certainly much more
so than traditional media alternatives.
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Personal touch: Email is, at its core, much more personal than most traditional marketing
methods. It enables you to provide a personal touch and engage your subscribers by making
them feel like you’re reaching out to them directly.
8.3 Email Marketing Campaign for EcoFundit:
Step 1: Select template type and start plugging images and information:
Figure 88: Selecting icons for email draft
Figure 89: Improvise and make it interactive.
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Figure 90: Select appropriate header image
Step 2: Update necessary company information.
Figure 91: Update Company copyright information
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Step 3: Use Dividers and edit template
Figure 92: Customize and preview
Step 4: Preview the template on various platforms:
Figure 93: Preview on desktop
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Figure 94: Preview on mobile
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9. Branding
9.1 Introduction and Key terms:

The process involved in creating a unique name and image for a product in the
consumers' mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that
attracts and retains loyal customers.
Figure 95: Few Popular Brands

Source: google images
What is a Brand?
Branding is the combined effort of the company which is projected to the consumer.
Figure 96: Brand dynamics. Source: Wikipedia
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Brand Loyalty:
The degree of consumer’s attachment to a brand:
Figure 97: Brand Loyalty Shift
Source: https://blogs.which.co.uk/technology/wp-content/uploads/2015/01/Tablet-brand-
loyalty.png
Brand Equity:
Brand Equity is the added value endowed on products and services, which may be reflected
in the way consumers think, feel and act with respect to the brand.
Advantages of a strong Brand:
• Improved perception of product.
• Greater Loyalty.
• Less vulnerable to crisis.
• Increases marketing communication effectiveness.
• More Inelastic.
Brand Identity - What you want your market to identify your brand as?
Brand Image - What the market thinks of your brand?
Role Of Brands:
• Signify Quality.
• Simplify product handling.
• Identify the maker.
• Create barriers to entry.
• Serve as competitive advantage.
• Secure price premium.
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9.2 Kellers Brand Equity Model Implementation:

Kellers brand equity model depicts the salience, performance, imagery, feelings,
judgements and resonance of a brand.
Figure 98: Kellers Equity Model

Source: Kellers Branding
9.3 21 Immutable Laws Of Branding with EcoFundit:
Figure 99: EcoFundit Logo
The laws of branding have been considered while branding EcoFundit:

THE LAW OF CONTRACTION: A brand becomes stronger when you narrow your focus.
Ecofundit only focuses on grooming Social Startups.
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THE LAW OF PUBLICITY: The birth of a brand is achieved with publicity and not
advertising.
The best way of creating publicity is by being first. EcoFundit is one of a very few startups
which claims to be the advisory hand for social startups.
THE LAW OF ADVERTISING: Once born a brand needs advertising to stay healthy.
Leaders should not look on their advertising budgets as insurance that will protect them again.
THE LAW OF QUALITY: Quality is important, but brands are not built by quality alone.
The key is to build a quality brand and narrow your focus and have a higher price.
THE LAW OF WORD: A brand should strive to own a word in the mind of the consumer.
A brand can have a word like EcoFundit which can be easily remembered. Keep your brand
name generic which can be remembered by others.
THE LAW OF CREDENTIALS: The crucial ingredient in the success is any brand is its
claim to authenticity.
Coca-Cola has made users believe coke is the real thing and there’s no such thing.
THE LAW OF CATEGORY: A leading brand should promote the category and not the
brand.
To build a brand in a nonexistent category, you must do two things at once.
Firstly, launch a brand in such a way to create a perception of that brand first.
Promote the new category.
THE LAW OF EXTENSION: The easiest way to destroy a brand is to put its name on
everything.
Extension measures the extension, it never measures the erosion of the brand
THE LAW OF THE NAME: In the long run a brand is nothing more than a name.
The name should own a name in peoples mind
THE LAW OF FELLOWSHIP: To build a category, a brand should welcome other brands.
Just as EcoFundit has Earlypad.
THE LAW OF THE COMPANY: Brands are brands, companies are companies. There is a
difference.
THE LAW OF THE GENERIC: One of the fastest routes to failure is giving a generic name
to a brand.
THE LAW OF SUBBRAND: What branding builds, sub branding can destroy.
THE LAW OF SHAPE: A brands logotype should be designed to fit the eyes.
THE LAW OF COLOR: A brand should use a color which is opposite of its major competitor.
IBS Hyderabad | 64
THE LAW OF SIBLING: There is a time and place to launch a second brand.
THE LAW OF BORDERS: There are no barriers to global branding. A brand should know
no borders.
THE LAW OF CHANGE: Brands can be changed, but only infrequently and only very
carefully.
THE LAW OF CONSISTENCY: A brand is not built overnight, success is measure in
decades and not years.
THE LAW OF MORTALITY: No brand can live forever, euthanasia is often the best
solution.
THE LAW OF SINGULARITY: The most important aspect of a brand is its single-
mindedness.
9.4 Types of Branding:
1. Product
Products enjoy some of the most common types of branding. Walking through supermarket or
retail store aisles is an easy way to understand product branding Successful product branding
is what nudges a consumer to choose one brand over another. The brand has established a
reputation as the best or most popular in its class. Think of soft drinks, athletic shoes, computers
or jeans and see what brand names pop into your head first. These are prime examples of
product branding.
2. Personal
Personal branding is a popular marketing tool among athletes, musicians, politicians and other
celebrities. A politician will attempt to brand himself into the type of person the voters want to
put in office. A celebrity often becomes self-branded based on his own personality, while others
are molded by public relations firms and agents. In addition to a personal brand, a celebrity
might become associated with products bearing his name.
3. Corporate
Corporate branding is essential for any business that wants to develop a reputation in the
marketplace. Everything the company does influences its image. A corporation markets its
product or service, its corporate culture, its employees and its contributions to the community.
A corporation's branding can become tarnished overnight because of an industrial disaster or a
poor decision by management. If the damage is severe, a corporation might start over with an
entirely new strategy for branding a completely new image.
4. Geographic
Geographic or regional branding conjures images of certain products or services when the name
is mentioned. While the Southwest region of the U.S. might be known for spicy foods, the
Midwest is known for steaks. The tourism industry uses branding to lure travelers to the area.
Southern states boast their sunshine and beaches, while mountainous areas become known for
winter sports such as skiing and snowboarding.
IBS Hyderabad | 65
5. Cultural
Cultural branding develops a reputation about the environment and people of a particular
location or nationality. New Englanders are thought to be hard-working, and perhaps too
serious, while New Yorkers are viewed as people always on the go and moving at a rapid-fire
pace. Cultural branding is another tool in tourism such as inviting travelers to experience the
Amish country.
9.5 Social Entrepreneurship Event Design:
As a part of EcoFundit branding I have designed an event under the Social
Entrepreneurship space.
Event Draft is as follows:
Event Name: Impact Conference
"Reinventing the Social Entrepreneurship wheel"
This contest will have 2 stages:
I. Stage 1: What’s your Impact Story ?

In this round, teams will be made to submit their idea (i.e ‘What’s your Impact
Story”?) through Earlypad website.
“Impact Story” format will include the following details:
▪ Name:
▪ Idea:
▪ Location
▪ Founders:
▪ Website:
▪ Sector:
▪ Business Model:
▪ What need are you addressing? (The mere existence of your business)
▪ Existing solutions for the need you are existing ?
▪ Type of Venture:
▪ Founding year:
▪ Number Of Employees:
II. On clearing the “What’s your Impact Story”?, a maximum of 10 teams will be invited
to pitch to a panel of esteemed judges consisting of VCs, Entrepreneurs and T-
hub/IIIT/IIM faculties.
▪ 2:00 PM Registration for all invited members

▪ 2:30 – 3:00 PM Welcome Address
IBS Hyderabad | 66
▪ 3:00 – 3:30 PM Social Entrepreneurship

▪ 4:00 -5:00 PM How to pitch investors?
Prize: Winner will can avail some services from Earlypad.
IBS Hyderabad | 67
10.Findings
➢ With the different Digital Marketing strategies across various channels Earlypad
website (http://www.earlypad.com/ ) has been receiving better engagement with
more users, session and pageviews as shown below:
Dec 1st'16 - Feb 21,2017 Feb 22nd'17 - May 3rd'17

Sessions 1050 1713
Users 742 1245
Pageviews 3141 7863
Table 1: Earlypad Website Pageviews, Users and sessions.
Spike in Pageviews, Users & Sessions
Pageviews
Users
Sessions
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Feb 22nd'17 - May 3rd'17 Dec 1st'16 - Feb 21,2017
Chart 1: Earlypad Website Pageviews, Users and sessions.
Interpretation:
As we can see above, the number of page views, users and sessions have been
increasing drastically when we compare the two quarters.
This signifies the better engagement with respect to users and there by impacting page views
and sessions
IBS Hyderabad | 68
➢ The increase in Users, page views and sessions has impacted the other
parameters like Average session and pages/session:

Pages/Session 3 5
Average
Session
Duration 2 3
Table 2: Earlypad Website Average Sessions vs pages/Session
Average Session vs Pages/Session
Average Session Duration
Pages/Session
0 1 2 3 4 5 6
Feb 22nd'17 - May 3rd'17 Dec 1st'16 - Feb 21,2017
Chart 2: Earlypad Website Average Sessions vs pages/Session
Interpretation:
As we can see above, the average sessions on the website and the pages per session
have been increased.
Increased Average Session Duration signifies improvement in the content and user
engagement.
Increased Pages/Session signifies the visitor has been finding quality content in the website
which is building interest in the visitors mind.
IBS Hyderabad | 69
➢ The increase in average sessions and pages/session has decreased the bounce rate and
increased the average time spent on the company website:

Bounce Rate 46.57% 28.43%
% New Sessions 68% 72%
Table 3: Earlypad Website bounce rate v/s average time spent
Bounce Rate & %New Session

80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Bounce Rate % New Sessions
Chart 3: Earlypad Website bounce rate v/s average time spent
Interpretation:
The gradual decrease in bounce rate had led to increase in the average time spent on the website with
a significant increase in the average time spent by a visitor on Earlypad website.
IBS Hyderabad | 70
11.Conclusion
From the report, we saw the implementation of Digital Marketing and Branding
strategies on Earlypad, EcoFundit and its clients. Successful campaigns make it possible to
reach wider audience and increase brand awareness. Digital campaigns help measure reach,
accuracy and effectiveness of your campaign as compared to traditional forms of advertising.
Branding is not about what you feel about the product/service, it is what “they” say it
is. It’s all about how you build it what you want.
As we can saw “Kellers brand equity model” and “22 inevitable laws of branding” have
played an important role in the branding of EcoFunit.
IBS Hyderabad | 71
12.Recommendations
➢ Company should experiment with online video content, quizzes and industry trends in
its content marketing campaigns.
➢ Paid social media campaigns should be run twice a week to increase the online presence
of the brand.
➢ Website should be revamped once in every 3 months to keep up with the trending
designing layouts in the e-commerce industry.
➢ Earlypad should jumpstart with company’s Instagram profile by posting engaging

content in the startup industry.
➢ Lead generation should be carried out every 1 month from the sales and marketing team
to reach out to potential customers.
➢ Cold calling and Email Marketing campaign should be carried to get hold of a wider
slice of audience.
➢ Content Marketing team should be trained on basics of what makes and content
effective for Search Engine Optimization.
➢ As a part of Branding strategy for EcoFundit, the proposed event should be

implemented in the coming few days for effective positioning.
➢ Earlypad Sales and Marketing team should generate leads by attending major events
hosted by NASSCOM (National Association of Software and Services Companies) and
TiE (The Indus Entrepreneurs).
IBS Hyderabad | 72
13.Annexure
13.1 Digital Marketing Campaign Design for EcoFundit:
Process Flow
Stage I – Creating Events Page on Earlypad website.
Create Earlypad.com/events
Page Contents:
Title: “Impact Conference 2017 –
Reinventing the Social
Entrepreneurship Wheel”
Cover Picture
Description (Mentioned Below)
Pitch Competition Form (Google Form)
Contact Us
Form Fields:
What’s your name ?

What’s your email ?
What’s the name of the organisation ?
What’s the website?
Describe your organisation in 500
words ?
Describe your organisations
accomplishments in 500 words or
more ?
Figure 100: Campaign process flow
Description on Landing Page: On behalf of Ecofundit planning team, we are thrilled to

welcome you to “Impact Conference 2017 – Reinventing the Social Entrepreneurship
Wheel “, introduced to support Social Enterprises which has an important role to play in civic
engagement and providing services to vulnerable population.
At this conference, you will find tracks based on challenges faced by a social enterprise
like any other traditional business faces in its growth and operations. A panel discussion of
esteemed judges consisting of VCs, Entrepreneurs and influential people in the Social
Entrepreneurship
IBS Hyderabad | 73
We back social enterprises by addressing their challenge of accessing funds.

Our Mission: To inspire entrepreneurs to contribute to social welfare and dare to embrace
the challenges of the future.
The pitch competition will give selected entrepreneurs the opportunity to pitch to a panel
of impact investors. Winners of the competition will receive “FREE Digital Marketing
Services” from Earlypad and access to prominent investors and advisors, domestically or
internationally focused, just starting-up or well-established, if you’re making a difference in
the world we want you! Further information will be provided to those organizations selected
to pitch. The deadline to apply is ….’17.
Promotion will be done through displacement ads and Google AdWords.
Stage II - Email Marketing campaign.
Sample Template for the Email Marketing Campaign
Figure 101: Email Marketing Template
This poster will be sent to the leads.
IBS Hyderabad | 74
13.2 Social Media Strategy:
Under the broad Social Entrepreneurship Umbrella

1. Create Hashtags:
Be a part of a social Welfare cause #ImpactConference #SocialEntrepreneurship
#Earlypad #Villgro.
These hashtags will be used on dedicated emails, social networks, event content and
will be used during all engagement activities.
Event promotion on social media will be started a few months in advance.
2. Reach Out:
Reach out to potential attendees, speakers and prospective conference goers and
get them excited for the event.
3. Encourage attendees to leverage social media:
Create mutually beneficial relationships with industry and thought leaders by
sharing their updates.
4. Build Curiosity:
Use event listing and event management opportunities:
➢ Facebook Events.
➢ Eventbrite.
➢ LinkedIn (since it’s a business event).
Post topics including activities, photos, sponsors, special guests, speakers, agenda info, and
anything else that is relevant for the conference
5. Give life and energy:
➢ Ask your speakers to produce teaser content by setting up a blog on Tumblr (for
free, in about 10 minutes) and have your speakers call the toll-free number and
leave a voicemail.
➢ It will be automatically transcribed, and posted to the official event blog.
➢ Twitter contest.
6. Speaker Network:
Encourages speakers to promote the event in which they are presenting.
Objective: Get a database of SE
IBS Hyderabad | 75
13.3 Social Entrepreneurship Event Draft:
Event Name: Impact Conference
"Reinventing the Social Entrepreneurship wheel"
This contest will have 2 stages:
I. Stage 1: What’s your Impact Story ?

In this round, teams will be made to submit their idea (i.e ‘What’s your Impact
Story”?) through Earlypad website.
“Impact Story” format will include the following details:
▪ Name:
▪ Idea:
▪ Location
▪ Founders:
▪ Website:
▪ Sector:
▪ Business Model:
▪ What need are you addressing? (The mere existence of your business)
▪ Existing solutions for the need you are existing ?
▪ Type of Venture:
▪ Founding year:
▪ Number Of Employees:
II. On clearing the “What’s your Impact Story”?, a maximum of 10 teams will be invited
to pitch to a panel of esteemed judges consisting of VCs, Entrepreneurs and T-
hub/IIIT/IIM faculties.
2:00 PM Registration for all invited members
2:30 – 3:00 PM Welcome Address
3:00 – 3:30 PM Social Entrepreneurship
4:00 -5:00 PM How to pitch investors?
5:00 – 5:30 PM Business Plan (1 minute presentation)
5:30 Announcement Of Winners
III. Prize: Winner will can avail some services from Earlypad.
IV. We are going to pitch T-Hub partners like Nasscom and Tie.
V. Media Sponsors for coverage.
VI. Blogs and lead campaign will be run 4-6 weeks prior.
On behalf of Ecofundit planning team, we are thrilled to welcome you to “Impact
Conference 2017 – Reinventing the Social Entrepreneurship Wheel “, introduced to support
Social Enterprises which has an important role to play in civic engagement and providing
services to vulnerable population.
At this conference, you will find tracks based on challenges faced by a social enterprise
like any other traditional business faces in its growth and operations. A panel discussion of
IBS Hyderabad | 76
esteemed judges consisting of VCs, Entrepreneurs and influential people in the Social
Entrepreneurship
We back social enterprises by addressing challenge of accessing funds.
Our Mission: To inspire entrepreneurs to contribute to social welfare and dare to embrace
the challenges of the future.
IBS Hyderabad | 77
14.References
➢ Marketing Management by Philip Kotler, 2011.

➢ Business Model Canvas – Available at https://strategyzer.com/canvas/business-model-
canvas.
➢ Digital Marketing Process - http://www.emarkable.ie/our-process/.
➢ Digital Media Time Spent – http://www.comscore.com/smartinsights.com.
➢ Digital Marketing Trifecto - https://www.titan-seo.com/newsarticles/trifecta.html.
➢ Content Marketing Model - https://worldofwords1.wordpress.com.
➢ Social Media Marketing - https://www.ducttapemarketing.com/social-media-
marketing-plan/.
➢ Google Analytics – https://support.google.com/analytics.
➢ Search Engine Optimization - https://blog.kissmetrics.com/simple-guide-to-seo/.
➢ Accelerated Mobile Pages - https://seo-hacker.com .
➢ Pay per click – http://www.wordstream.com/ppc.
➢ Brand Equity Model – By Keller.
➢ 21 Immutable Laws Of Branding – By Al Ries and Laura Ries.
IBS Hyderabad | 78
15.Glossary
Ad Impressions: The number of times an ad has been served, regardless of whether the user
has seen or interacted with the ad in any way.
Above the Fold: A term derived from the print advertising industry. It describes the area of a
web page that’s visible before the website visitor scrolls down the page. Note: There is no set
pixel size for the fold; it will vary depending on the visitor’s screen size and resolution.
Ad Audience: The total number of people that have been exposed to or could possibly be
exposed to an ad during any specific period.
Ad Banner: The most common form of digital advertising. These ad units, which include static
graphics, videos and/or interactive rich media, are displayed on a web page or in an application.
Ad Click: The action taken when a user interacts with an ad by either clicking on it with their
mouse or by pressing enter on their keyboard.
Ad Exchange: A technology-facilitated marketplace that allows Internet publishers and

advertisers to buy and sell advertising inventory in real-time auctions.
Ad Network: A vendor that connects advertisers to publishers. Ad networks act as a single

point of contact between publishers and advertisers, helping negotiate supply and demand.
Ad Serving: The delivery of an ad from a web server to the end user’s device, where the ads
are displayed on a browser or an application.
Ad Targeting: Delivering ads to a pre-selected audience based on various attributes, such as

geography, demographics, psychographics, web browsing behaviour and past purchases. (Also
see: Behavioural Targeting, Contextual Targeting, and Geographic Targeting.)
Ad Unit: A size-and-format specification for an ad. The Interactive Advertising Bureau, a trade
association promoting digital ad standard and practices, has a set of guidelines for sizes.
Affiliate Marketing: Publishers have websites that get traffic and advertisers want to promote
their products to the people who visit those websites. Affiliate marketing is an agreement
between a publisher and an advertiser where the publisher receives compensation for every
click delivered and/or every sale made of the advertiser’s product or service.
Analytics: Data and statistics about the users of a website and how they interact with the
website. Analytics can be used to uncover information about how many people browse a
website, how much time they spend on the website and the specific actions they take on the
website.
IBS Hyderabad | 79
Attribution: The goal of attribution is to identify which touch, of the many possible, is most
(or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch,
and multi-touch are common attribution models. For example, a sale might begin with an ad,
lead to an email campaign, and end with a phone call from a sales person. With first-touch
attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets
all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.
Bounce Rate: A “bounce” is a website visit in which the visitor looked only at the single page
they landed on, did not interact with it, and then left the site. The “bounce rate” expresses such
visits as a percentage of the total visitor sessions, within a specific time frame.
For example, suppose a website has 100 sessions in one day. (Note that this is different from
100 visitors. Any visitor could visit multiple times, and each time would count as a session.) If
75% of the visits are bounces, then the bounce rate will be 75%. A high bounce rate is often
indicative of a poorly designed landing page. It can also indicate that a page completely fulfilled
what the visitor was looking for, so the visitor did not need to keep clicking to find out more.
(But more often it means the page failed, underscoring how important it is to design landing
pages for visitor engagement.)
Brand Awareness: The extent or level to which a potential consumer can recall and identify a
product or service. Increased brand awareness is one of the two customary important goals for
a digital advertising campaign (the other being a conversion of some kind).
Browser: A software program with a graphical interface that people use to navigate all the
information available on the World Wide Web. Examples include Firefox, Chrome, and
Internet Explorer.
Call to Action (CTA): A phrase included within an ad, or a graphic element such as a button,
which invites the audience to take a certain action.
Examples include phrases such as “Click to Read More, ”“Download Your Free eBook Now,
” or “Click Here.”
Channel: A distribution method; In advertising, it’s an outlet used by advertisers to reach

audiences, such as direct mail or radio. Digital advertising includes channels such as display
advertising, social media advertising, and mobile in-app advertising.
Click-through Rate (CTR): Expressed as a percentage of total impressions, this statistic

shows how often people who are served an ad end up clicking on it.
An ad’s CTR is calculated by dividing the number of clicks an ad received by the number of
times it’s been served, then converting that into a percentage. For example, if an ad received 5
clicks and was shown 1000 times, the CTR is 0.5%. The higher the CTR on an ad, the better
it’s performing.
Contextual Targeting: Selecting audiences based on the type of content being displayed on a
webpage.
IBS Hyderabad | 80
An example of contextual advertising is placing ads for hair care products on the Vogue
website.
Conversion: When launching a campaign, advertisers select a specific action or set of actions
they want audiences to take. Each time a member of the audience takes this action, it is counted
as a conversion. Conversions include actions such as signing up for a newsletter, or making a
purchase on a website.
Conversion Pixel: A 1×1 image pixel placed on a web page (such as a thank-you page) which
is triggered whenever a conversion occurs. Usually transparent.
Conversion Rate: Expressed as a percentage, a conversion rate can be calculated in two ways:
The first is by the taking the number of users who completed the conversion and dividing it by
the total number of impressions served.
The second, more common way, is by taking the number of users who completed the
conversion and dividing it by the total number of users who clicked on the ad.
Conversion Tracking: Monitoring how many conversions have occurred during any specific
time period, and analysing which ads led to the conversions.
Cookie: Information stored on a website visitor’s browser. A cookie tracks the visitor’s
movement on the website and is used to remember the visitor’s behavior and preferences. These
do not transfer across browsers.
Copy: Text in an ad, or text written to be delivered audibly.
Cost per Acquisition: The cost of acquiring one customer. Typically calculated by dividing
the total amount spent on an advertising campaign by the number of customers acquired
through that campaign.
Cost per Click (CPC): How much an advertiser pays, on average, for each ad click. CPC is
calculated by dividing the total amount spent on a campaign by the number of clicks generated.
Cost per Lead (CPL): How much an advertiser pays, on average, for each ad click that results
in a lead conversion. CPL is calculated by dividing the total amount spent on a campaign by
the number of leads generated.
Cost per Thousand (CPM): Metric that shows how much it costs to serve 1,000 ad
impressions. Also used as a standard measure for buying display ads, as inventory is generally
sold on a CPM basis.
Cross-Device Targeting: Serving the same buyer targeted ads across multiple devices.
IBS Hyderabad | 81
Demand-Side Platform (DSP): A system that allows advertisers to bid for and purchase
inventory from multiple ad exchanges, through one single interface.
Direct Response: A campaign or ad specifically created to encourage audiences to take

immediate action.
Display Advertising: A digital advertising format where graphic ads are shown on a web page.
The term originated in newspapers, and the principles still apply.
Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable
(Also see: Expandable Banner).
The most common sizes for display ads are:
➢ Banner: 728 x 90
➢ Rectangle: 336 x 280
➢ Skyscraper: 160 x 600
➢ Square: 250 x 250
Email Advertising: Clickable banner ads and links that appear within emails and e-
newsletters.
Expandable Banner: Banners that increase in size when a user hovers over them.
Frequency: The number of times an ad is served to the same consumer during a specific time
period.
Since multiple users can often access the Internet from the same device, frequency is calculated
based on the number of times an ad is delivered to a particular device’s browser.
Frequency Capping: Setting a limit on the amount of times an ad should be shown to a

consumer within a specific time.
Geographic Targeting: Selecting an audience for a campaign based on zip codes, designated
marketing area (DMA), cities, states and countries.
In-Stream Video Ads: Video ads played before, during or after the video content the publisher
is delivering to the consumer.
Interstitial Ads: Ads that appear between two different content pages, served when a website
visitor navigates from one page on a website to another. A best practice in mobile marketing is
to avoid using an interstitial as a popup that blocks initial access. For example, when the user
tries to access the Gotham Times on their mobile, they are interrupted by an interstitial ad
(offering the Gotham Times app) that they must either accept or close before they can proceed
to the site.
IBS Hyderabad | 82
Keyword: A specific word or phrase chosen by advertisers to trigger and include their ad
within search engine results. The advertiser doing contextual advertising also chooses
keywords, so that their ad will show up within pages that are returned for that keyword.
In search advertising, the position of the ad within the results is determined by bidding. The
highest bidder on a keyword usually gets the top position.
Landing Page: The web page users are directed to after they click on a display or paid search
ad.
Lead: A potential customer. In digital advertising a lead is someone who has given you their
contact information, often by signing up for a newsletter or filling out a form to download an
eBook or other gated content.
Mobile Search: Any Internet search conducted via a mobile device.
Native Advertising: Any paid advertising that is indistinguishable in form from the channel
being used to present it.
Paid Search: The placement of ads within search engine results.
Pay per Click (PPC): Pricing model where advertisers pay vendors or publishers based on the
number of clicks received in a campaign.
Pop-up: Opens in a new browser window that loads on top of the current webpage. Pop-ups
are operated by script (e.g., Javascript); thus, can be blocked – and commonly are – by a wide
variety of available software.
Pop-under: Identical to a pop-up except it loads under your current webpage. It’s generally
assumed to be less intrusive than a pop-up because visitors often don’t see it until after they’ve
clicked to close their current browser session.
Programmatic Media Buying: An automated method of buying media which ensures that
advertisers are reaching the right person, at the right time, in the right place. The ads are bought
based on a set of parameters pre-defined by the company placing the ads. Programmatic
advertising uses data to make decisions about which ads to buy in real time, which improves
efficiencies and increases the effectiveness of the ads. (See also, Ad Exchange.)
Reach: The total number of people who see your message. One person who is served your ad
five times and clicks on it once yields a reach of 1, 5 impressions, and a click-through rate of
20%.
Retargeting/Remarketing: Serving ads to people who have previously visited your website.
Rich Media: Interactive media such as quizzes, games, and ads with video and special effects.
This category is growing quickly. Check out the IAB’s “Rising Stars” examples of new types
of ad units such as the Pushdown and the Sidekick.
IBS Hyderabad | 83

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A REPORT

ANALYZE AND DESIGN DIGITAL

ANALYZE AND DESIGN DIGITAL

RITESH KOTIAN - 16BSPHH01C0791

A report submitted in partial fulfilment of the requirements of

MBA Program of IBS Hyderabad

Company Guide: Faculty Guide:

Date of Submission: 9th May,2017

Dr. D.S. Prasad, Dated: 09/05/2017

TO WHOMSOEVER IT MAY CONCERN

I am thankful to Dr. D.S. Prasad, who helped me in all possible ways.

1.1 About the Industry:

1.2 About the Company:

1.3 Business Model:

Figure 1: Earlypad Business Model

1.4 Product Mix:

Company’s Product/Service line includes Market Research, Digital Marketing, MVP

1.4 Segmentation, Targeting, Positioning:

Figure 2: Earlypad work location.

Figure 3: Digital Media Time Spent in minutes.

Figure 4: Top digital media properties.

2.3 Digital Marketing Process:

Figure 5: Digital Marketing Process

Step 1: Developing an effective Digital Marketing Strategy

Step 2: The Creation and Maintenance of an Effective Website Platform

Step 3: Boosting Inbound Traffic

Step 6: Measuring and Reviewing

2.4 Digital Marketing Trifecto:

Figure 6: Digital Marketing Trifecta.

Figure 7: The Content Marketing Model

3.3.1 Content marketing on Earlypad website:

Figure 8: Screenshot of blogs written for Earlypad website

Sample Blogpost Links written by me: http://www.earlypad.com/8-reasons-why-startups-require-

Step 2: Content Monetization through lead generation:

Figure 9: Screenshot of the “Lead Generation” button

Figure 10: Screenshot of the “Call-to-action” button

Step 4: Measure and analyze and write more interactive content

Figure 11: Blog wise performance

3.3.2 Earlybits | Campaign highlights trends in the startup industry:

Figure 12: Sample Post Of Earlybits campaign

Figure 13: Sample Post Of Earlybits campaign.

3.3.3 Content Marketing on Twitter:

Figure 14: Sample Post on Earlypad twitter page.

Figure 15: Sample Post on Earlypad twitter page.

3.3.4 Content Marketing on Instagram:

Figure 16: Post on Earlypad Instagram page

Figure 17: Post on Earlypad Instagram page

3.3.5 Content Marketing on LinkedIn:

Figure 18: Earlypad post on LinkedIn

Figure 19: Earlypad post on LinkedIn

3.2.6 Content Marketing on Facebook:

Figure 20: Earlypad post on Facebook

Figure 21: Earlypad post on Facebook

4. Search Engine Optimization

4.2 Steps in creating a successful SEO:

1. On-Site SEO Basics

Figure 22: Title post of article

Figure 23: Meta Description Of Article

Figure 24: Snippet Preview

Figure 25: Internal Linking

Figure 26: Use Of H3 TAGS

Figure 27: Using a relevant image source

Figure 28: Using an appropriate ALT tag.