Introduction-to-Digital-Marketing Demo

Digital Marketing
© EduPristine – www.edupristine.com
© EduPristine Digital Marketing
Learning Outcomes
 Introduction to Digital Marketing

 Why focus on Digital Marketing
 Defining the Marketing Mix in online
 Feasibility check of your digital marketing plan.
© EduPristine Digital Marketing 1

What is Digital marketing?
 The promotion of products/services and even brands or individuals via one or more forms of
electronic media.
Digital
DigitalMarketing
Marketing
Email
Email PPC
PPC SE0
SE0 Social
SocialMedia
Media Online
Online
Marketing
Marketing Marketing
Marketing Link
LinkBuilding
Building Marketing
Marketing Presence
Presence
 Advertising  Pay Per Click  Content and  Brand  Website
 Newsletter  Affiliate Keywords  Awareness  Forums
 Retention  Search  W3C Compliance  Opportunity  Blogs / News
 Promotion Campaigns  Accessibility  Online Voice Portals
 Display  Technical  Conversation  Online
Campaigns  Compliance with your Advertisements
 Social Campaigns customer

This is the age of the empowered customer
Customers now have Social networking and Customer expectations

unlimited access to mobile commerce of service, price and
information and can have dramatically delivery are soaring. Get it now or
instantly share it with changed the dynamic go elsewhere!
the world between buyer and
seller.
155 million 75% $93 billion

Number of tweets sent via Twitter Percentage of people who believe Amount in sales missed due to out of
each day companies don’t tell the truth in stock inventory
advertisements

Why Digital marketing?
 Targeting - Brand’s New Best Friend, brands can easily interact with their existing audiences and
reach more people in a way that’s more personalized than ever before.
 Transparent – Each stage of the funnel can be tracked
 Empowering - gives consumers a voice that in the past was a mumble, as well as it gives
marketers access to data which provides insights
 Reach - the opportunity to connect directly with people, it also creates a ripple effect among its
users.
 Price - Affordable when compared to traditional media

What is Digital marketing?
Who are stakeholders?

 Customers (Potential and Existing)
 Partners
 Investors
 Employees
When to execute digital marketing?
 Brand visibility/salience
 Leads/opportunities
 Generate loyal customers/advocates
 Customer care
 Promotions / new product or service launches
 Feedback
 Increase website traffic

Importance of Digital marketing
 Internet Users
• < 10% YoY growth and slowing … fastest growth in difficult to monetize countries such as India
/ Indonesia / Nigeria
 Smartphone Subscribers
• 20% growth … fastest growth in underpenetrated markets like China / India / Brazil
 Tablets
• +52% early stage growth
 Mobile Data Traffic
• +81% accelerating growth … video = strong driver
 Internet penetration in India – 243 million users (source: Internet and Mobile Association of India)
 Growth of Smart Phones – 44 million units sold in 2013, up from 16 million in 2012 (source: IDC)
Source - http://www.kpcb.com/internet-trends

How Online Marketing works
SEO  Generate traffic from various sources

SEM
Social
 Convert this traffic into sales

Sales
Q. What defines this funnel?

Today’s customers may research through one channel and purchase
through others
Display Ad Natural
Search
Mobile Email
Paid Search Returned via a Came to the site via
display ad click; Natural Search,
Purchased out- Responded to picked a product entered discount
of-stock blu- newsletter TV recommendation code and purchased
Searched for ray player after clearance link on site
HDTV on scanning QR
Google code in-store
Research online
and pick up or
purchase offline

Customer Engagement
Evangelist
Repeat
Purchase Purchase
Trial
Awareness
Marketing is meant for all stages of this customer life cycle

Successful Customer Strategies require a Mix of Digital and Offline
Interactions

See Think Do Framework
Source: http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-
business-framework/#seethinkdomarketing
Case Study: Edudeal.com
Case Study: edudeal.com
As the newly appointed Head of Marketing, you have been assigned the tough task for planning and
budgeting the online marketing spends for the next year. The target you have been given is to
generated $10 million of sales in the next year. What is known to you is the following -
 Average ticket size - $250
 Traffic Split via Channels -
• 25% - Organic
• 15% - Direct
• 25% - CPC
• 20% - Social
• 15% - Referral
You check with your website team and find that the conversion rate of the existing website is 1%.
There is scope to improve on this, however conversion rate optimization takes time and this learning
curve needs to be incorporated in your plan. What is immediately required is the budgeting and plan
for each of the online marketing channels. What are the next steps you should be taking?

Search Funnel
• No. of times the phrase was searched in a month

Searches • Fetch from Adwords
• No. of times your site was shown in the SERPs

• Fetch from GWMT
Impressions • Impression Share as a performance metric
• No. of times visitors click and visit your site

• Fetch from GWMT or GA
Clicks • Click Through Rate as a performance metric
• No. of times the purpose of the site was met

• Fetch from GA
Conversions • Landing Page Conversion Rate as a performance metric

Pay Per Click Funnel
• No. of times the phrase was searched in a month

Searches • Fetch from Adwords
• No. of times your site was shown in the SERPs

• Fetch from GWMT
Impressions • Impression Share as a performance metric

• Fetch from GWMT or GA

• Fetch from GA

PPC ROI
 Cost Per Acquisition

• Total Cost / Total Conversions in a given time range
 ROI multiplier
• Total Revenues / Total Cost

Social Funnel
• No. of times your updates were shown in social streams

• Fetch from Social Channel’s analytics
Impressions

• Fetch from Social Channel’s analytics or GA

• Fetch from GA

Email Funnel
• No. of emails you sent

Email Sends
• No. of times TG opens your email

• Fetch from Email Sending software
Email Opens • Open Rate as a performance metric
• No. of times TG clicks links in your emails

• Fetch from Email Sending software or GA
Email Clicks • Click Rate as a performance metric

• Fetch from GA

Website Planning & Development

It’s about the Web!
 Marketing is not just generating traffic, it’s also about improving the product
 Using data measured on the website to gather insights and turning them into actionable
changes to improve your web

What makes a website?

Essentials of a Website design
User Friendly: (e.g. https://theresumator.com/)

 The foremost thing which website requires is to be user friendly
 Easy to browse through the web pages without any navigation problems
 Keep your website uncongested
• That will impress the users by allowing them to navigate with a natural flow
• That will help in reaching different pages and being introduced with the different products and services

Brand Image and Logo:

 A visitor will like to know about you, company and its business
 Explain it in compelling and brief manner that will attract them
 Make sure your website includes some exclusive information and a brand logo that makes your
business unique and selling

Testimonial Pages or Portfolios:

 Let the users know about your satisfied clients’ feedback and previous works
 Add a testimonial page
 Update the portfolios will
 This will help users get an idea about your work and allows you to measure your strengths

Social Media Icons:

 Social media has gained immense popularity among the huge masses
 It is important to be active in all the platforms that helps in strengthening the brand image
 It helps in getting potential clients for the business
 Displaying social media icons on the website allows the potential clients to get engaged to your
website
 It encourage them to get benefitted by your products and services

Contact Details:
 Make sure to add contact details clearly in your website
 It helps potential visitor to contact you
 Apart from the regular address details and contact numbers, you can keep an interactive feature
like a live chat option or email option
 It will prove to be a great benefit for your business

 Ease of navigation
• Keep it consistent
• Divide Categories clearly
• Make all navigation elements clickable links
• Use accurate navigation titles
• Ensure every clickable image has ALT text
• Ensure your search feature works

Fast Loading
 Speed of website affect everything: Bounce Rate, Search Ranking, Conversion – in nut shell your
revenue
 E.g. Amazon loses 1% of sales for every 100ms it takes their site to load
Source: http://torbit.com/benefits/
Essentials of a website…
 Fast Loading The entire page loads in a second

What are landing pages
 A web page specifically tailored for a campaign

• With the sole purpose to “convert” the visitor
 Landing pages could be –
• To generate enquiries
• To sign-up for a free course
• To generate purchases

Landing Page: Free Course
Call to Action Testimonials

Landing Page: Enquiries

Anatomy of a landing page

Best practices while creating a landing page
 Message on the page should match the message sent to acquire the user
• E.g. if you are emailing someone on where to find exotic tours for their next summer vacation, then the
page should also talk about exotic tours and packages
 CTA is to be above the fold
 Use arrows and other design elements to bring attention to the CTA
 1 page – 1 message – 1 purpose (do not mix)
 %conversion rate of landing page >>> %conversion rate of home page

Practical Exercise: Creating a landing page
 Use Unbounce.com

Making Landing Pages and Nurturing Leads work together – Case
Study – Perry Marshall
 Sign-up on perrymarshall.com
 Each email has link to a well crafted post
(e.g. - http://www.perrymarshall.com/17290/hypnotic-storytelling/)
 Each post has link to a webinar or a freebie (a micro-conversion)
 At the end of the freebie is also a call to action for the premium offer with a time bound discount

Practical Exercise: Creating a landing page
 Creating a chain of campaigns + pages to

• Capture leads
• Nurture leads
• Convert leads

Setting up teams
 We split the batch into 4 teams
 We ask them to choose from 4 different properties

• 4 lead generation
 For each property, a brief will have to be created

• Demography
• Geography
• Products

Planning a website
 Identifying the purpose of a website

• Remember the horrors of the Dot Com Bust
• If the purpose is not clear, then it cannot be measured
 If it can be measured, it can be monitored. If it can be monitored, it can be controlled

Thank You!
support@edupristine.com
www.edupristine.com
© EduPristine – www.edupristine.com
© EduPristine Digital Marketing

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Digital Marketing

 Introduction to Digital Marketing

© EduPristine Digital Marketing 1

© EduPristine Digital Marketing 2

Customers now have Social networking and Customer expectations

155 million 75% $93 billion

© EduPristine Digital Marketing 3

© EduPristine Digital Marketing 4

Who are stakeholders?

When to execute digital marketing?

© EduPristine Digital Marketing 5

© EduPristine Digital Marketing 6

SEO  Generate traffic from various sources

 Convert this traffic into sales

Q. What defines this funnel?

© EduPristine Digital Marketing 7

© EduPristine Digital Marketing 8

Marketing is meant for all stages of this customer life cycle

© EduPristine Digital Marketing 9

© EduPristine Digital Marketing 10

Case Study: edudeal.com

© EduPristine Digital Marketing 12

• No. of times the phrase was searched in a month

• No. of times your site was shown in the SERPs

• No. of times visitors click and visit your site

• No. of times the purpose of the site was met

© EduPristine Digital Marketing 13

• No. of times the phrase was searched in a month

• No. of times your site was shown in the SERPs

• No. of times visitors click and visit your site

• No. of times the purpose of the site was met

© EduPristine Digital Marketing 14

 Cost Per Acquisition

© EduPristine Digital Marketing 15

• No. of times your updates were shown in social streams

• No. of times visitors click and visit your site

• No. of times the purpose of the site was met

© EduPristine Digital Marketing 16

• No. of emails you sent

• No. of times TG opens your email

• No. of times TG clicks links in your emails

• No. of times the purpose of the site was met

© EduPristine Digital Marketing 17

© EduPristine Digital Marketing 18

© EduPristine Digital Marketing 19

© EduPristine Digital Marketing 20

User Friendly: (e.g. https://theresumator.com/)

© EduPristine Digital Marketing 21

Brand Image and Logo:

© EduPristine Digital Marketing 22

Testimonial Pages or Portfolios:

© EduPristine Digital Marketing 23

Social Media Icons:

© EduPristine Digital Marketing 24

© EduPristine Digital Marketing 25

© EduPristine Digital Marketing 26

 Fast Loading The entire page loads in a second

© EduPristine Digital Marketing 28

 A web page specifically tailored for a campaign

© EduPristine Digital Marketing 29

Call to Action Testimonials

© EduPristine Digital Marketing 30

© EduPristine Digital Marketing 31

© EduPristine Digital Marketing 32