Summary

Marketing Channels

In this session, you were introduced to the offline marketing channels available to any marketer
for communicating with their audience. Your key objectives, mapped to the four different stages
of the consumer’s decision-making process, are listed below.

Further, you learnt that offline marketing channels are divided into two parts:

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The three factors listed below need to be considered when deciding an ATL strategy.

Deciding the Media Vehicle for an Ad

The target audience of your ad campaign must match the profile of the viewer, reader or listener
base of the media vehicles. There are nearly a thousand media vehicles on television, five hundred
on radio and more than a lakh newspapers and magazines in print.

Ad Placement in a Vehicle

The metrics to be used to examine the right placement of an advertisement are shown in the
image provided below.

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 Frequency of an Advertisement

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BTL offers multiple channels to a marketer: out-of-Home marketing and events.

Event marketing strategies leave a lasting, brand-focused impression of fun by grabbing the
attention of a group of people. The objectives of sponsoring events are mentioned below.

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The search engine optimisation (SEO) of a site is divided into two different categories: ‘on-page’
SEO and ‘off-page’ SEO.

1- On-page SEO refers to all the activities that you can perform on your website to improve its
ranking. It is further divided into two parts:

● Content
● Technology

2- Off-page SEO, on the other hand, refers to all the activities that you perform away from your
website to improve its ranking. An important aspect of off-page SEO is the authority of your
website in Google’s eyes.

The following three aspects need to be considered for SEO:

1. Content: The most important part of this is the keyword strategy. This helps your website
appear higher up in search results, thereby attracting more customers.
2. Technology
3. Authority or credibility of your website: This includes earning links from authoritative websites
and building your brand.

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Following are some of the objectives for which a business can use email campaigns:
● Brand awareness, i.e., promoting your brand
● Product marketing, i.e., informing about the features of your product
● Lead generation and lead nurturing through personalised emails
● Content promotion
● Building relationships

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For example, suppose you want to advertise your newly launched product by attracting more
people to your website. A great way of doing this is to send a mail introducing the new product and
providing a link to your website, targeting those who have subscribed to notifications for your
products.

However, these users receive numerous emails every day. Therefore, it is important for you to
build an effective email marketing strategy and send emails to only those who are interested in
your products or services.
We looked at a broad framework that can help you create effective email marketing campaigns.
The strategy comprises the following six steps:
1. Defining your audience
2. Establishing your goals
3. Building an email list
4. Choosing an email campaign type
5. Making an email schedule
6. Measuring your results

You can use the metrics mentioned below to check your results.

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A search query on Google fetches two types of search results:
1. Organic search results
2. Paid search results

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For example, if you search for laptops, you will see two types of search results: some labelled as
‘Ads’ and others that are not. The former are inorganic or paid results, while the latter are organic
results.

The three objectives of SEM are as follows:

1. Brand building: Attracting more people to your website by using branded keywords
2. Lead generation: Finding more people interested in your product
3. Product selling: Simply increasing the sales of your products

Every SEM ad has three main components, which are as follows:

1. Keywords
2. The ad text
3. The landing page

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When you visit websites or use some apps, you may have seen a lot of ads pop up. These are
display ads. The main purpose of display advertising is to deliver general advertisements and
brand messages to site visitors.

The types of display ads have been described in the image provided below.

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Ad exchanges act as an intermediary between publishers and advertisers.

Social media channels can be used to achieve the objectives mentioned below.

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We revisited the various steps in the marketing journey, which are listed below.

Following are the various stages of social media marketing.

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We also discussed remarketing, a strategy that Amazon uses to attract customers at the purchase
stage.

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