Workshop on Digital Marketing

Day 2 – Session 1
Digital Marketing Techniques
- Sachin Sadare
Workshop on Digital Marketing – Day 2

Day 2
Session 1 – • Content Marketing
Digital • Email Marketing
Marketing • Affiliate Marketing
Techniques • Mobile Marketing

LUNCH
Session 2 – • Introduction to Social Media Marketing
• Social Media Platforms and Campaigns
Social Media • Entrepreneurship & Freelancing as a Digital Marketer
Marketing • Digital Marketing 2 Days Workshop Recap
Content Marketing
 What Is Content Marketing?
A. Educational, informative content to attract attention and build a solid reputation with
potential customers

B. Great content and quality information to market a product or service

C. Use of valuable content to generate revenue for your business
D. All of the above
 Content Marketing Uses...

Blogs Photos Videos Audio

Websites, Facebook, You Tube, Music Sites,
Blog Sites, Blog Sites, Blog Sites, Blog Sites,
Forums, Flickr, Whats App, Whats App,
Get creative with your content
• The romantic’s guide: 5 things to impress
your partner
• 10 ideas for a perfect romantic getaway
• What to look for in a secluded getaway
• The perfect recipe for the foodie in you
• Make the most out of your weekend
getaway for only $250
• Top 7 things to do as recommended by our
guests
• 5 Reasons to dig your running shoes out of
the closet
• 10 tips for a stress free weekend getaway
• How to spoil your partner this Valentine’s
Day
Words tell Emotions sell
Great Content...

Provides
credibility

Is shared
Begs to be
Shared
How AdSense Works
 1. You make your ad spaces available

You make your website ad spaces available by pasting ad code on your site,
and choose where you want the ads to appear.
 2. The highest paying ads appear
on your site

• Advertisers bid to show in your ad spaces in a real - time auction.

• The highest paying ad will show on your site

 3. You get paid

Google handles the process of billing all advertisers and networks for the ads
on your site, to make sure you receive your payments.
AdSense Benefits
 Revenue

Google works with millions of advertisers so they deliver high quality relevant
ads, resulting in more revenue for you.
 Controls

You have control over the types of ads that can appear on your pages.
 Insights and metrics

AdSense provide detailed reports to show you just how hard your site is
working for you.
 Worry-free

Signing up is really easy. You can sign up today.

It's free, easy to use and there's no contract required.
Live Demo – AdSense Account
1. Trainer – Login to Adsense and show metrics
2. Showcase Ads
1. Website – Adsense Plugin Integration – Create Ad and Put in Widget
2. Youtube Channel – Creator Studio – Results are seen in adsense account only
3. If any participant clicks on an ad, it gets registered and shows into the AdSense report
4. Google is very strict against fraudulent clicks
Live Demo – How to Add Blogs/ Pages to Your WP Website
Live Demo – Royalty Free Images & PLR Articles
Live Demo – How to Add Videos to Your WP Website
Live Demo – How to arrange Webinars for free
Live Demo – Creating Videos using Rawshorts
How to promote content? (for free?)
• WhatsApp/ Facebook – Low Hanging Fruits

• Facebook Pages/ LinkedIn Groups/ Email Campaigns – Interested Community

• Quora/ ShoutMeLoud/ Reddit/ Online Forums – Answer Seeking Community

• Online Newspapers/ Magazines – Online versions of print newspapers/ magazines

• yourstory.com/ entrepreneur.com/ techgig.com – targeted Audience

• www.fblinker.com – Tweaking the promotions for fb posts

• Google Adwords – Paid Promotions

Email Marketing
Email Marketing
 Email marketing will
generate an ROI of
$43.62 for every dollar
spent.

Source: DMA ”Power of Direct Report 2009"

 EMAIL SPAM?

• Permission required
• No Purchased Lists
• Tradeshow
• Local Chamber
MESSAGE PREPARATION
 Subject Line

• Keep it under 40 characters

• Put key information at beginning
• Use Alphanumeric characters
• Be unique, compelling, engaging, actionable

From Name

• Make sure it’s easily recognizable

• Use your company/brand name (unless you have a
brand personality that everyone knows)
 From Email

• Use a real corporate address

• Do not use “donotreply” addresses
• Avoid changing it

Content

• Set a single objective

• Stay focused
• Be relevant
• Nurture the relationship
• Focus on the long-term
 Emails are not web pages.

Do not use:
• Flash
•Audio or Video
• JavaScript
• Forms or Surveys

(But you can provide links in your email to landing pages/ such content on your website)
Support Your Emails

If you are successful, you’ll need to manage

responses, leads, orders, opt-ins, etc. Be
prepared.
Review Your Results
Ready, Get Set, SEND, Review

Reports
• Recipients
• Deliveries
• Opens
• Forwards
• Clicks
• Bounces
• Unsubscribes
 Email Marketing Service
• MailChimp
• Constant Contact
• Vertical Response
• Exacttarget
• Campaign Monitor
 Email Marketing Service

• Free Account (List below 2000)

• Ease of Use
• Advanced Functionality
• Integration
Live Demo – Using Mailchimp
Steps to understand email marketing
1. Trainer - Login to Mailchimp, Create List, Set Up Landing Page and share URL
2. Trainer – Show the subscriber list growing
3. Trainer – Create a mail template and send emails
4. Trainer – Email Analytics & Conclusion
Affiliate Marketing
What is Affiliate Marketing

Affiliate marketing is a type of

performance-based marketing in which a
business rewards one or more affiliates for
each visitor or customer brought by the
affiliate's own marketing efforts.
The Key Players

• The Merchant
• The brand or retailer

• The Affiliate / Publisher

• The guy driving the traffic that he wishes to be paid for

• The Customer
• The unsuspecting customer who the affiliate attracts to the brand 

• The Technology
• The technology provider that is implemented to track affiliate performance,
manage creative, offers, outreach and automated payments
Basic Affiliate workflow

Customer comes to Affiliate, who sends Merchant, who

the… the customer to the… facilitates an action.

Everyone is happy Merchant pays Customer does

something; lead, sale,
 affiliate for the action
download etc.
Tracking A Sale

Merchant
1. Customer comes to the affiliate site
6
Customer 2. Clicks a banner
3. Redirects to a tracking server
4. Tracking cookie drops
4 1
8 7 5. Customer is redirected to Merchant
5 6. Customer buys
7. Tracking server marries cookie to sale
8. Once validated, merchant pays the
affiliate commission for sale
Tracking
Ad
System 3 Unit
2
Affiliate
The Merchants
Always remember…

Pay on time, never

default or say
goodbye to the
Affiliates are as fickle as cats they will affiliate!
always go where the cream is richest!!
Indian Affiliate programs

• Indian affiliate models are still very nascent, but growing rapidly.
• Primarily take the form of lead generation.
• In the more mature UK and US markets, where eCommerce is common
place +80% of the affiliate programs are tracked on the resultant sale.
• CPM, CPC as well as lead based models are becoming more obsolete

Just think as a brand would you rather have an affiliate guarantee

business or generate site visits?
The Affiliate Model – Conclusion

ADVERTISER PUBLISHER CONSUMER

Affiliate Marketing at it very core is about relationships,

a relationship between three parties.
Live Demo – Bluehost, MyThemeShop
1. Trainer – Open Bluehost or mythemeshop. Show affiliate ID. (Footer Section)
2. Trainer – Insert Affiliate ID into ad on website. Save and launch
Live Demo - Amazon
1. Trainer – Login to amazon.in. Show affiliate page.
2. Trainer – Create a ad widget for one of the websites.
3. Trainer – Insert widget into the website. Save and launch
4. Trainer – Saibaba Blog – Links in the blog (Text Links)
5. Trainer – Show affiliate history to participants
Amazon Affiliate Marketing Video
Mobile Marketing
Let’s see a raise of hands
How many of you:
1. Check email on your phone?
2. Have posted photos on Facebook from your
phone?
3. Searched for a business’ info number on
your phone?
4. How many still use SMS for
communication?

http://www.flickr.com/photos/whatleydude/6205610856/
Smartphones are used everywhere
Multi-tasking with mobile
 Smartphones are an
emerging point of purchase
What is Mobile Marketing?

“A set of practices that enables organizations to communicate and

engage with their audience in an interactive and relevant manner
through any mobile device or network.”

-- Mobile Marketing Association

Which means…

“You can engage with your audience at a time and

location that suits them”
 Check emails
http://www.flickr.com/photos/tom_ruaat/5540148158/
 A day in the life of a mobile user
• Check how many updates I have when I wake up (emails, Facebook,
calendar, weather)
• Listen to music on my way to work while checking my emails and
reading news
• Takes photos, status updates, tweets, check-ins, searching info
• Watch TV with mobile (iPad)

Share updates
http://www.flickr.com/photos/techcocktail/4585315843/
 Listen to music and podcasts
http://www.flickr.com/photos/garryknight/6436100219/
Take photos and videos
Get directions / Explore
Be productive
Make music
Update your website
Give recommendations
Sharing your videos via mobile
• Facebook
• YouTube
• SocialCam
• Viddy
 What’s happening on mobile?

We are:
consuming content
sharing content
creating content

http://www.slashgear.com/google-currents-digital-magazine-for-ios-and-android-08200961/
Is your website optimised for Mobile?

of web traffic will

come through mobile devices by 2018

Making Your Website Mobile-friendly

What options do you have?

iProspect: Driving Digital Performance.

Option 1. Mobile website

• separate version of the site

• redirects mobile user to mobile

version

• designed with less content and

fewer features
Option 2. Plug-in - WPtouch

• WordPress plugin with mobile-

dedicated themes

• redirects mobile user to the

plug-in generated mobile site

• designed with less content and

fewer features
Option 3. Responsive Website
• content and designs are
consistent across all devices

• layout changes based on the

size of the browser

• automatically optimised for

future devices
Option 4. Mobile App

• built to run natively on a

dedicated operating system
(OS)

• generally best for functions

that use the device’s sensors

• on-going maintenance required

with every new OS upgrade
 Making your website mobile-friendly
Comparison Chart
1. Mobile Site 2. WPtouch 3. Responsive 4. Mobile App

Cost High Low Average High

Maintenance Difficult Moderate Easy Moderate

Performance Good Okay Okay Good

Browser Support Good Good Okay Good

Content Depth Low Moderate High Moderate

Responsive – Live Demo – MTS Premium Theme
Live Demo – Test Responsiveness of www.digitaldojo.in

Mobile Optimised VS Mobile First Design?

Marketing on Mobile – Remains Same
1. Location Based Ads – Highly Targeted
2. In App Ads – Highly Targeted
3. Gaming Ads – Highly Targeted
Upcoming Trainings
Upcoming Training – Embracing the Internet of Things
19 Aug 2017 (Mumbai) – One Day Classroom Training – Embracing the Internet of Things
• Embracing the Internet of Things – Complete Understanding of the IoT World
• Understanding the SMAC Technology Stack – Pre Requisite to understanding IoT
• Digital technologies stack overview – Quick look at the key digital technologies like machine learning & automation
• Introduction to IoT with Trends & Predictions – Why IoT is becoming important in the technology world
• IoT Value Chain & Business Models – Where the money lies and how you can play the IoT game
• Applications of IoT in different industries – Healthcare, Retail, Home Automation, Automobiles, Agriculture
• IoT Reference Architecture – The building components of an IoT solution/ project
• Opportunities and Challenges – Understanding of how the future holds for IoT
• IoT Demos - Live demos with sensors, microcontrollers and cloud connectivity
• Approximately 30 Participants, Location – Dadar, Mumbai (Saturday 19 Aug 2017)
• Morning tea, light lunch packets and evening high tea to be provided
• Cost – 2500/- per person with money back guarantee
• More Details - http://www.digitaldojo.in/events/aug-2017-embracing-iot/
• Call – 9892591561 or email sachin@digitaldojo.in to confirm your seat
 Thank You!
Email : sachin@digitaldojo.in
Profile : http://www.digitaldojo.in/about-us/profile-sachin-sadare/
Website : http://www.digitaldojo.in/
Facebook : https://www.facebook.com/digitaldojo.in/
LinkedIn : https://www.linkedin.com/company/digitaldojo.in
YouTube : https://www.youtube.com/channel/UCWATF6eF7ptYE6PcTj4xDLg