An Introduction to

Digital Marketing
ANANDAN PILLAI
Associate Director (Paid Media)
Performics.Resultrix (a Publicis Groupe Company)
A juggler!
- Since last 7 years
Digital Marketer
- Social Media, Digital Strategy, Paid Media , (minus SEO)

‘Occasional’
Blogger
www.anandanpillai.com

- 19 case studies - 7 research papers

Researcher - 1 Book Chapter - 1 Book (Co-Authored)

- MDI, XLRI, Goa Institute of Managemnt, Great Lakes, Symbiosis, MICA,

Invited Speaker Fore School of Management, Christ University, ICFAI-Bengaluru,
Banasthali University

Social Media
Twitter, LinkedIn, Slideshare
Native
Agenda
• Introduction to Digital Marketing
• Media Planning
• Live demos of key tools
• In-class class study
 Marketing

Physical
Product Price Place Promotion People Processes Evidence

Sales Public
Advertising
Promotion Relations

Traditional Digital
Media Industry: India

Source: M&E sector 2017: Key Trends, FICCI

 Online Reputation Display
Content
Management Advertising
Marketing
(ORM)
Email
Marketing

Online
Classifieds
DIGITA L
SEM /
M ARKETING SEO

Social Media
Marketing

Mobile
Affiliate
Content Marketing
Marketing
Marketing
SEM
What?
• Paid ads on Search Engines

Why?
• To drive visibility and consideration

How?
• Effort – Medium & Consistent

When?
• Short to medium term (can be consistent)

Where?
• Google, Bing, Yahoo
www.google.com/ads
 SEM Building Blocks
Model Generic Competition
Campaign Brand Campaign
Campaign Campaign Campaign

Keyword Mi Phone Mi4, Mi4 6A Cheap mobile

Oppo phone
Research Mi Mobile Redmi Note phone

Ad copies

Landing Page
Shopping Ads
What?
• Paid Merchandising on Google
Search
Why?
• To sales

How?
• Effort – High & Consistent

When?
• Short and Long term

Where?
• Google
 Shopping Ads Building Blocks

Create a Google Merchant Center Upload a Product Feed to Merchant Center

https://www.google.com/retail/solutions/merchant-center/

Set up “Shopping Ad” Link

Google Merchant Center Account
On And
Google Ads Google Ads Account
Display advertising
What?
• Visually appealing static / rich media images
that drive traffic to desired destination
Why?
• It helps in driving consideration, leads

How?
• Effort – High & Sporadic

When?
• Short term

Where?
• Google Display Network (GDN),
Programmatic Advertising, Direct Buy
 Display Advertising Building Blocks
Creative Assets

Sports News Technology Auto Real Estate

Suitable Destination
Music Lifestyle Entertainment Ecommerce Food

Landing Page
Social Media
What?
• Create presence on major & RELEVANT
social media channels
Why?
• It helps in creating community, driving word
of mouth, leads etc.
How?
• Effort – High & Consistent (requires lot of
creative content thought process)
When?
• Long term and consistent

Where?
• Facebook, Twitter, LinkedIn, Snapchat,
Intagram, Pinterest
Social Media Building Blocks
OBJECTIVE

S T R A T E G Y

CHANNEL

Creative Message

Type of Creative Asset

Video Advertising
What?
• Create presence on major & RELEVANT
social media channels
Why?
• It helps in creating community, driving word
of mouth, leads etc.
How?
• Effort – High, Sporadic (requires lot creative
content thought process)
When?
• Long term and consistent

Where?
• YouTube, OTT platform (HotStar, SonyLiv,
Voot, Amaon Prime, Zee5, Viu etc.)
 Video Advertising Building Blocks
OBJECTIVE

S T R A T E G Y

CHANNEL

Creative Message

Video Length – 6 / 10 / 15 / 20 / 30 / 45 / 60 (secs)

SEO
What?
• Organic listing on Search Engines

Why?
• To drive and maintain brand
awareness
How?
• Effort – High & Consistent

When?
• Long term

Where
• Google, Bing, Yahoo
 SEO: Follow Google’s Rules
•2005
• Websites that get regular visits will be ranked higher.
• Google started localizing search from country to city level
•2007
• “Universal Search” – Google unifies search operation across YouTube, News etc. Also, launched knowledge graph for
hotel, flight, financial, e-commerce etc.
•2008
• “Google Suggest” – Auto-complete feature introduced
•2011
• “Panda Update” – Weak, duplicate content with too many ads were penalized
•2012
• “Penguin Update” – Rewarded quality, organic backlinks and penalized artificial fake backlinks
•2013
•“Hummingbird Update” – Semantic search was given more weightage. User’s intent and context were prioritized
•2015
• “Mobile Update” – Every website needs to have a mobile version of it.
• “Quality Update” – This update focused more on user-experience and content quality
•2016
• “Adwords Update”- Dropped RHS paid ads placement and included them to the top of the organic SERP (Search Engine
Results Page) results
•2017
• “Mobile Interstitial Penalty” – Sites that ran interstitial ad units and where users were required to dismiss those ads
manually were penalized
• “Fred Update” – Sites that had customized ad units camouflaging with the site’s original content were penalized
SEO Secret Sauce
Blogging
What?
• Long form content on varied topics that users are concerned
about

Why?
• It helps in educating users, establishing thought leadership.
Also it boosts the SEO efforts

How?
• Effort – High & Consistent

When?
• Long term

Where?
• Own website, Personal blogs (Wordpress, Blogger, Tumblr,
Medium etc.)
Mobile Marketing

Location Based

In-App

SMS App Install

In-game
Influencer Marketing
What?
• Riding on popularity of celebrities and micro-influencers

Why?
• It helps in spread word of mouth much faster and in an
authentic manner

How?
• Effort – Low

When?
• Short term

Where?
• Celebrity Influencers, Micro-influencers
 Influencer Marketing: Getting It Right!
Celebrity influencers Micro-influencers
How to find micro-influencers?

www.followerwonk.com
Email Marketing
What?
• Sending emailers to user database (owned or purchased)

Why?
• It helps in nurturing the captive audience and to ensure
repeat business

How?
• Effort – Low but Consistent

When?
• Medium term

Where?
• Gmail (GSP), Yahoo Mail, Owned Email Database, Paid
Database
Google Sponsored Products (GSP)
Paid Email Database Own Email Database

• Website Signups (Leads)

• RSS Feed
• Store walk-ins
• Customers
• Call-centers
• Social media handles
• Gated content
• Offline interventions (malls
/ shopping complexes /
education institutes etc.)
Email Marketing: Key Aspects
• Database Relevancy
• Get the Subject line RIGHT! (A/B test)
• Email Body: Keep It Short and Sweet Sent
• Identify the best time to send emails
Received
• Follow the schedule diligently
• Keep refining the email database Opened
• Adhere to appropriate content in follow-up
emails Clicked

• Optimize for mobile devices

• Follow ‘Permission Marketing’ principles
Affiliate Marketing
What?
• Sort of marketplace where large media companies have
inventory across various genres (in simple terms they are
the middlemen to offer wide inventory)

Why?
• When you are focused on hard Performance objectives –
Leads / Downloads / Sales

How?
• Effort – Low and Sporadic

When?
• Short term (but some businesses thrive on this model, e.g.
education, BFSI, auto, e-commerce etc.)

Where?
• OMG, Admitad, icubes, Vcommission, Cashkaro.com, Komli
Media, DGM etc.
 How will I measure Digital Campaign’s success?
• Impressions
How many saw?
• Opens

How many
Clicked? • Clicks

How many
landed?
• Website Visits

How many • Leads

interacted / • App engagement
showed
interest? • Video views

How many • Sales

converted? • Downloads
Media Planning
 What is Media Planning?

How Many People Can be Reached ?

at

What Frequency ?

to

Achieve Business Objectives

What?
 Objectives

Organization
Objectives Sales, Profit, Market Share

Engagement Acquisition
Awareness
Marketing
Objectives Repeat Usage Leads
Share of Voice Sales / Revenue
Average Time Spent
Top of the Mind recall Footfalls
Engagement Rate
Brand Equity
Whom?
 Target Audience

Customers Intent- Driven SEM

Web Visitors
Consumers Mobile No
1st party Email
Influencers Device IDs

2nd party Supplier / Partner

Trade Partners
Non- 3rd party Industry database
Competitors Intent- Driven
Interest
Platform specific
based
 Consumer Decision Journey vs Digital Channels
SEM Social Display Video Email Mobile

Non-Intender

Intender

Research

Consideration

Purchase
Where?
 Type of Channels
Impact Sustenance Closure

Property Display Marketing

Facebook Lead Gen
YouTube Masthead GDN, Programmatic,
Type Affiliate Network
Native Ads

CPD CPM – Rs. 30 to Rs. 3,000

2016 – Rs. 25 lakhs /day
Buy Type
2017-18 – Rs. 75 lakhs / day
2019 - Rs. 1.4 crores / day
CPDn – Rs. 5 to Rs. 50
CPC – Re. 0.30 to Rs. 15
CPL – Rs. 50 to Rs. 10,000
CPV – Re. 0.50 to Rs. 2
CPS – 1% to 15%
CPCV – Re. 1.30 to Rs. 3
How?
 Communication Message

• Product launch
• Product feature
• Service benefits
• Price benefits
• Limited Availability / Urgency
• Customer / End-Customer
benefits
• Societal benefits
• Achievement / Milestones
 Communication Type vs Marketing Funnel
Marketing Google
Programmatic
Funnel Facebook Twitter YouTube Search / Mobile
Display
Stage GDN

Videos, GIFs,
Video, Promoted Masthead
Rich Media, Static
Upper Facebook Live, Trend, Truview, Interstitials
Expandos, Banners,
Cinemagraph Videos Ads
Interstitials Text Ads

GIFs,
Canvas,
Static
Middle Collections, GIF Bumper Ads, GIF GIF
Banners,
Carousels
Text Ads

Truview Ads
Static Banner,
Lower Static Banners with keyword Static Banners Static
Lead Ads
targeting
When?
 Campaign Calendar
Geography Creative Max.
Exposure
Navratri Durga Puja Dussehra Karva Pre-Diwali Dhanteras Diwali
Chauth
Gujarat 5
Maharashtra 5

UP, MP 6
Punjab, Delhi 4

Karnataka 2
West Bengal 3

Assam, Tripura 1

Tamil Nadu 1
Bihar, 1
Jharkhand
Rajasthan 1
Haryana 1
Tamil Nadu 2
Rest of India 3
 Campaign Flighting
July'18 - Aug'18 -
July'18 Aug'18 Aug'18 Aug'18 Sept’18
Aug'18 Sept'18

Channels Wk1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk9 Wk10 Wk11 Wk12 Wk13

TV
SEM
Hotstar
YouTube

DBM
Display
FB /
Twitter
How Much?
 Campaign Success Measurement

• Business Metrics
• Brand Metrics
• Digital Channel Metrics
• Web Metrics
 Business Metrics
• Market Share
• Category Share
• Revenue
• Profit
• App Installs
• Average Revenue Per User (ARPU)
• Customer Acquisition Cost
• Customer Retention Rate
Brand Metrics – Brand Lift Study

Brand Track

Publisher

Facebook YouTube

3rd Party
 Analytics – Display, SEM
• Impressions
• Clicks
• CTR = (Clicks / Impressions) *100
• Cost
• CPM = (Cost / Impressions) *1000
• CPC = (Cost / Clicks)
• Conversions
• Cost / Conversion = (Cost / Conversions)
• Reach
• Cost per Unique Reach
• Viewability
 ANALYTICS - Social
• Engagement
• Facebook – Likes, Comments, Shares
• Twitter – Retweets, Replies, Likes
• YouTube – Views, Likes, Comments, Dislikes
• LinkedIn – Likes, Comments, Shares
• Clicks
• CTR = (Clicks / Impressions) *100
• Cost
• CPM = (Cost / Impressions) *1000
• CPC = (Cost / Clicks)
• Conversions
• Cost / Conversion = (Cost / Conversions)
• Share of Voice
• Sentiment Analysis (Positive, Negative, Neutral)
ANALYTICS – Video Advertising
• Views
• Cost per View
• Video completion quartiles – 25%, 50%, 75%, 100%
• Cost per completed view
• CTR
• Viewability
ANALYTICS – Email Marketing
 ANALYTICS - Web
• Audience
• Sessions
• Unique Users
• Demographics
• Time Spent
• Bounce Rate
• Exit Rate
• New vs Returning User
• Acquisition
• Source – Direct, Search, Referral, Social
• Source – Country, City
• Behavior
• Pages Visited
• Site Search
• Conversions
• Goals
• Attribution
 Media Planning Summary
What ? Objectives: Organization AND Marketing

Whom ? Target Audience: Intent-Driven vs Non-Intent Driven

Where ? Types of Channels: Impact, Sustenance, Closure

How ? Communication Strategy: Product, Offer, Features, Urgency etc.

When ? Campaign flight: Quarterly / Monthly / Weekly

How much ? Metrics: Business, Brand, Digital, Website

Thank you