UNIT 1

MARKETING
FUNDAMENTALS
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 IMPORTANCE OF MARKETING

The first decade of the 21st century challenged firms to prosper

financially and even survive in the face of an unforgiving economic
environment. Marketing is playing a key role in addressing those
challenges. Finance, operations, accounting, and other business
functions won't really matter without sufficient demand for
products and services so the firm can make a profit. In other words,
there must be a top line for there to be a bottom line. Thus financial
success often depends on marketing ability.

Marketing's broader importance extends to society as a whole.

Marketing has helped introduce and gain acceptance of new
products that have eased or enriched people's lives. It can inspire
enhancements in existing products as marketers innovate to
improve their position in the marketplace. Successful marketing
builds demand for products and services, which, in turn, creates
jobs. By contributing to the bottom line, successful marketing also
allows firms to more fully engage in socially responsible activities.

Marketers must decide what features to design into a new product

or service, what prices to set, where to sell products or offer
services, and how much to spend on advertising, sales, the
Internet, or mobile marketing. They must make those decisions in
an Internet-fueled environment where consumers, competition,
technology, and economic forces change rapidly, and the
consequences of the marketer's words and actions can quickly
multiply.
 Q1. What is Marketing Management?

Ans. C248)

Marketing management is the art and science of choosing target

markets and getting, keeping, and growing customers through
creating, delivering, and communicating superior customer value.

Q2. What is Marketing?

Ans.
Marketing is about identifying and meeting human and
social needs. One of the shortest good definitions of
marketing is "meeting needs profitably."
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.
Q3. What Is Marketed?
Ans.
Marketers market 10 main types of entities:
1) Goods: fresh, canned, bagged, and frozen food products, millions
of cars, refrigerators, televisions, machines etc
2) Services: the work of airlines, hotels, car rental firms, barbers
and beauticians, maintenance and repair people, and accountants,
bankers, lawyers, engineers, doctors, software programmers, and
management consultants
3) Events: time-based events, such as major trade shows, artistic
performances, and company anniversaries; Global sporting events
such as the Olympics and the World Cup
4) Experiences: fairy kingdom, a pirate ship, or a haunted house, a
week at a basebal camp with retired baseball greats, a four-day
rock and roll fantasy camp, or a climb up Mount Everest
5) Persons: Artists, musicians, CEOs, physicians, high-profile
lawyers and financiers, and other professionals.
6) Places: Cities, states, regions, and whole nations compete to
attract tourists, residents, factories, and company headquarters
7) Properties: intangible rights of ownership to either real property
(real estate) or financial property (stocks and bonds)
8) Organizations: Universities, museums, performing arts
organizations, corporations, and non-profits
9) Information: The production, packaging., and distribution of
information are major industries
10) ldeas: Every market offering includes a basic idea

Q4. Who Markets?

Ans.
MARKETERS AND PROSPECTS: A marketer is someone who
seeks a response-attention, a purchase, a vote, a donation-from
another party, called the prospect. If two parties are seeking to sell
something to each other, we call them both marketers.
Marketers are skilled at stimulating demand for their products.
Marketers are responsible for demand management. They seek to
influence the level, timing, and composition of demand to meet the
organization's objectives.
Eight demand states are possible:
1) Negative demand: Consumers dislike the product A
and may even pay to avoid it
2) Non-existent demand: Consumers may be unaware of or
uninterested in the product.
|3) Latent demand: Consumers may share a strong need that cannot
be satisfied by an existing product.
4) Declining demand:Consumers begin to buy the product less
frequently or not at all. BUY
5) Irregular demand: Consumer purchases vary
on a seasonal, monthly, weekly, daily, or even hourly basis.G
6) Full demand: Consumers are adequately buying all products put
into the marketplace.
7) Overfull demand: More consumers would like to buy the product
than can be satisfied.
8) Unwholesome demand: Consumers may be attracted to
products that have undesirable social consequences.

MARKETS: Economists describe a market as a collection of buyers

and sellers who transact over a particular product or product class
(such as the housing market or the grain market).
Five basic market types:
>Resource Markets LUUUIU
Consumer Markets
Manufacturing Markets
Government Markets
Intermediary Markets

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CORE MARKETING CONCEPTS

Needs, Wants, and Demands

Needs
Are the basic human requirements such as for air, food,
water, clothing, and shelter. Humans also have strong
needs for recreation, education, and entertainment
These needs become wants when they are directed to
specific objects that might satisfy the need.
A person in Afghanistan needs food but may want rice,
lamb, and carrots.

Wants
Are shaped by our society.

Demands
Are wants for specific products backed by an ability to pay.
Many people want a Mercedes only a few are able to buy
one.

Marketers do not create needs:

Needs pre-exist marketers. Marketers, along with other

societal factors, influence wants.
They might promote the idea that a Mercedes would satisfy
a person's need for social status. They do not, however,
create the need for social status.
 Target Markets, Positioning, and Segmentation

A target market

refers to a group of potential customers to whom a company

wants to sell its products and services. This group also includes
specific customers to whom a company directs
its marketing efforts. A target market is one part of the
total market for a good or service.

Positioning MARKET POSITIONING

is the concept of associating and developing a mental position

in the public consCIousness about your brand and its products
and services. Positioning defines where your product (item or
service) stands in relation to others offering similar products
and services in the marketplace as well as the mind of the
consumer. A good position gives the product a USP (Unique
selling proposition).

Market segmentation

is the process of dividing a target market into smaller, more

defined categories. It segments customers and audiences into
groups that share similar characteristics such as
demographics, interests, needs, or location. It means dividing
consumer's interests, demographics and behaViour into
different groups to better market to specific needs.
 Offerings and Brands oFFER
Companies address customer needs by putting forth a value
proposition, a set of benefits that satisfy those needs. The intangible
value proposition is made physical by an offering, which can be a
combination of products, services, information, and experiences.

A brand is an offering froma known source. A brand name carries

many associations in people's minds that make up its image. All
companies strive to build a brand image with as many strong,
favourable, and unique brand associations as possible.

Value and Satisfaction ERAND

Value,

a central marketing concept, is primarily a combination of quality,

service, and price (qsp), called the customer value triad.

Value perceptions increase with quality and service but decrease

with price.

Satisfaction

reflects a person's judgment of a product's perceived

performance in relationship to expectations.

If the performance falls short of expectations, the customer is

disappointed. If it matches expectations, the customer is
satisfied. If it exceeds them, the customer is delighted.
 Marketing Channels

Means to reach a target market. There are three types f

of marketing channels:
EVS MAGAZINE
NEVS

Communication channels
deliver and receive messages from target buyers and include
newspapers, magazines, radio, television, mail, telephone,
billboards, posters, fliers, CDs, audiotapes, and the Internet

Distribution channels
are used to display, sell, or deliver the physical product or service(s)
to the buyer or user. These channels may be direct via the Internet,
mail, or mobile phone or telephone, or indirect with distributors,
wholesalers, retailers, and agents as intermediaries
BANK

Service channels
are used to carry out transactions with potential buyers. These
include warehouses, transportation companies, banks, and
insurance companies

Supply Chain

The supply chain is a longer channel stretching from raw

materials to components to finished products carried to final
buyers.

Competition
AN
Competition includes all the actual and potential rival offerings
and substitutes a buyer might consider.
 Marketing Environment

The marketing environment consists of the task

environment andthe broad environment.
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The task environment

includes the actors engaged in producing, distributing, and

promoting the offering. These are the company, suppliers,
distributors, dealers, and target customers.
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The broad environment

six components: demographic environment,
consists of
economic environment, social-cultural environment, natural
environment, technological environment, and political-legal
environment.

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 COMPANY ORIENTATIONS

1. Production Concept

One of the oldest concepts in business

It holds that consumers prefer products that are widely available

and inexpensive

Managers of production-oriented businesses concentrate on

achieving high production efficiency, low costs, and mass
distribution.

This orientation makes sense in developing countries such as

China, where companies can take advantage of the country's
|huge and inexpensive labour pool to dominate the market

Marketers also use the production concept when they want to

expand the market
 2. Product Concept

The product concept proposes that consumers favour products

offering the most quality, performance, or innovative features.

They believe a better product will by itself lead people to beat a

path to their door.

A new or improved product will not necessarily be successful

|unless it's priced, distributed, advertised, and sold properly.

3. Selling Concept
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The selling concept holds that consumers and businesses, if left|
alone, won't buy enough of the organization's products

Itis practiced most aggressively with unsought goods-goods

buyers don't normally think of buying such as insurance and
cemetery plots-and when firms with overcapacity aim to sel
what they make, rather than make what the market wants.

DIGITAL
MARKETING
 integrated
4. Marketing Concept marketing
Çommgnications
class digitalreal-worlg presentation

A customer-centered, sense-and-respond philosophy

The job is to find not the right customers for your products, but
| the right products for your customers

The marketing concept holds that the key to achieving

organizational goals is being more effective than competitors in
creating, delivering, and communicating superior customer value
to your target markets

5. Holistic Marketing Concept

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The holistic marketing concept is based on the development,
design, and implementation of marketing programs, processes,
and activities that recognize their breadth and interdependencies

>Holistic marketing acknowledges that everything matters in

marketing-and that a broad, integrated perspective is often
necessary
 components characterizing holistic
Four broad marketing, marketing:
relationship integrated marketing, internal marketing,
and performance marketing

Senior Product &

Management Services
Marketing Other
Department Departments Communications Channels

Internal Integrated
Marketing Marketing

Holistic
Marketing
Sales
revenue

Performance Relationship
Marketing Marketing

Brand & Ethics

Customer
equity
Environment
Legal
Community

Customers T Channel
Partners
 SEGMENTATION-TARGETING-POSITIONING

The STP Model is one of the most commonly applied marketing

models in practice

It is useful when creating marketing communications plans since it

helps marketers to prioritize propositions and then develop and
deliver personalized and relevant messages to engage with different
audiences

It is an audience-focused rather than product-focused approach to

marketing communications which helps deliver more relevant
messages to commercially appealing audiences

STP marketing focuses on commercial effectiveness, selecting the

most valuable segments for a business and then developing a
marketing mix and product positioning strategy for each segment

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The processes of segmentation, targeting and positioning

are parts of a chronological order for market segmentation.

1) Segmentation
comprises identifying the market to be segmented; identification,
selection, and application of bases to be used in that segmentation;
and development of profiles.

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2) Targeting
is the process of identifying the most attractive segments from thee
segmentation stage, usually the ones most profitable for the
business.

3) Positioning
is the final process, and is the more business-orientated stage, where
the business must assess its competitive advantage and position
itself in the consumer's minds to be the more attractive option in
thesecategories.
DIGITAL MARKETINNG

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Market Segmentation
Identify basis for segmentation
Determine important characteristics of each market segment

Market Targeting
Evaluate potential & commercial attractiveness of each
segments
Select one or more segments

Product positioning
Develop detailed product positioning for selected segments
Develop a marketing mix for each selected segments
 7 P'S FRAMEWORK

Companies can also use the 7Ps model to set

objectives, conduct a SWOT analysis and undertake
competitive analysis. It's a practical framework to
evaluate an existing business and work through
appropriate approaches whilst evaluating the mix
element

1. The product regarding the service framework are the

Products/ services that your company will be providing to your
customer
Services:
2. The price refers to the cost of the service that the
customer must pay. This is a critical factor for buyers
Prices/ to consider based on the other service providers in
Fees: the industry

3. What distribution options are there for customers to

experience our product, e.g. online, in-store, mobile
Placel etc. The product should be available from where your
Access: target consumer finds it easiest to shop

4. This includes tools used to put across the

Promotion organisation's message to the correct audiences

5. The physical evidence is a combination of the

environment and branding where the service is
Physical provided to a customer by a service representative
Evidence
6. The processes are the steps which are required to
Processes: deliver the service to a customer
7. The people in the framework represent the employees,
People: consultants, and freelancers who deliver the service
to customers. People are the most critical factor in
providing knowledge-based services

PRODUCT LIFE CYCLE O DIGITAL

ING

The Product Life Cycle describes the stages of a

product from launch to being discontinued

It is a strategy tool that helps companies plan for new

product development and refine existing products

A product life cycle is the amount of time a product

goes from being introduced into the market until it's
taken off the shelves

The concept of product life cycle helps inform business

decision-making, from pricing and promotion to
expansion or cost-cutting

Newer, more successful products push older ones out

of the market

There arefour generally accepted stages in the lifecycle of a

product-
Introduction,
Growth,
Ouf
Maturity, and
Decline.

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 Introduction:
This phase generally includes a substantial investment in
advertising and a marketing campaign focused on making
consumers aware of the product and its benefits.

Growth:
If the product is successful, it then moves to the growth stage. This
is characterized by growing demand, an increase in production,
and expansion in its availability.

Maturity:
This is the most profitable stage, while the costs of producing and
marketing decline.

Decline:
A product takes on increased competition as other companies
emulate its success-sometimes with enhancements or lower
prices. The product may lose market share and begin its decline.
The stage of a product'slife cycle impacts the way in which it is
marketed to consumers. A new product needs to be explained, while a
mature product needs to be differentiated from its competitors.

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 PRICING STRATEGIES STRATEGY

Mark-up Pricing or Cost-plus pricing:

Simply calculating your costs and

adding a mark-up

The direct material cost, direct labour

cost, and overhead costs for a product
are added up and added to a mark-up
percentage (to create a profit margin)
in order to derive the price of the S
product

Competitive Pricing
Competitive pricing is extremely similar to
penetration pricing in that your goal is to drive
your target audience away from your
competitors and toward your brand

competitive pricing can be useful if limiting

es
production costs is one of your strengths

It will keep price-sensitive customers loyal to

your brand for reliably helping them stay
within budget

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|Value Pricing or Perceived Pricing:

Setting a price based on how much the customer

believes what you're selling is worth

Penetration Pricing:

Start with low prices and gradually increase them

as they gain traction

The price charged for products and services is

set artificially low in order to gain market share

Price Skimming:
This type of strategy is used to maximize profits
by maintaining the highest price possible of new
products that face a high demand from specific
market segments

Setting a high price and lowering it as the

market evolves MARKETING

Factors Impacting Price Strategies 1

Corporate The external image of the corporation affects its

Image: ability to adopt a specific pricing strategy

Many companies charge different prices for good

Geographyand services different geographic regions,
in
depending upon local market conditions and
regulations
Discounts:any bothcorporations offer discounts based on demand
volume and value

Many companies differentiate between

Price customers, product or service form, place, and
discrimination time

|If there is no demand for the product, the product

Demand: cannot be sold at all

|If there are no ready takers for the product, it is said to

Buyers have failed in the market

get the required raw materials at

|If a firm could
Suppliersreasonable rates from suppliers, then it can also price
the goods at a less rate
The number, size and pricing strategy, followed by
competitors have a significant role to play in the
Competitors pricing decision. If the product cannot be
differentiated with special features, afirnm cannot
charge a higher price than that of its competitors

The government has the power to regulate the

Government activities of business firms, so that they do not
Regulations charge high prices and don't indulge in anti-social
activities

In a depressed economy, business activities will be

Economic considerably less, but in a boom condition, there will
conditions be hectic business activity
 TYPES OF DISTRIBUTION CHANNELS

1. DirectChannel

MAKETING

It is the shortest and

It is called as zero
simplest channel of
level channel of
direct distribution of
distribution as it does
goods from
not involve any
manufacturer to
customers intermediary

Examples -
e-
business (selling
It facilitates direct
relationship between
the manufacturer and
through internet);
Direct Mail Order
Houses; Chain Stores
(Colour plus, Nike,
es
the customer
Bata etc.); Direct
selling (Amway;
Oriflame etc.)

Our
Under direct channel of distribution, the manufacturer
can adopt one of the following methods of selling:
 Selling at Manufacturer's Plant
> products are directly sold to the consumers for the reason they
lose their value or become unfit for use if they are stored or
transacted for a long time. E.g.: perishable products like bread,
milk, ice-cream, fish, meat, egg, vegetables and agricultural
products, etc._
Selling at Manufacturer's Plant: Door-to-Door Sales:

Manufacturer employed salesmen move door-to-door to introduce

the new product at the door of a customer.

Sales by Mail Order Method

E
By Post, customers are approached by sending catalogues, price
lists, pamphlets, etc. It is an impersonal selling, branding, grading,
standardising, packaging etc., facilitating the growth of this
system.
Sales by Opening
The
Own Shops:
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producers of perishable and non-perishable goods sell their
products to customers, by opening their own retail shops.
Manufacturers can push the goods quickly through retail shops and
can offer satisfactory service to customers, thereby building
goodwil.
>It also helps the producers to study the market trends, fashion
preferred by buyers and style trend of people.
This system offers a two way communication and the price is
regulated.
 There are few drawbacks of adopting Direct Marketing
Channels are given as under:

When customers are innumerable and spiral over a large

area, it may be difficult to have direct contact with them
economically.

When customers are multi-millions in number, it may be

difficult to establish a direct contact with them.

When the producers do not prove to be good salesman,

the process suffers.
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2. Indirect Channels
A
Distribution of goods is performed by middlemen or
intermediaries like wholesalers' stockiest distributions
etc.

Typical indirect channels of distribution has four level

of channels discussed as under:

(i) One-level Channel

Only one intermediary between producer and consumers is present

here. It may be a retailer or a distributor.
In case the intermediary is a distributor, this type of channel is used
for specialty products like washing machines, refrigerators or
industrial products.
 (ii) Two-level Channel

Two intermediaries, namely, wholesalerldistributor and retailer and

present here. ooo
(ii) Three-level Channel

Three intermediaries, namely, distributor, wholesaler and retailer are

present and it is also used for convenience products.

(iv) Four-level Channel

Four intermediaries, namely, agent, distributor, wholesaler and

retailer are present here. This channel is similar to the previous twvo.
This type of channel is used for consumer durable products also.

3. Hybrid distribution channel or multi-channel

Distribution system

With the proliferation of customer segments and channel

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possibilities, several companies have adopted multi-channel
distribution systems, it is often called hybrid marketing channels.

Multi-channel marketing occurs when a single firm sets up two or

more marketing channels to reach one or more customer
segments.

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MARKHN MEDIA
 Advantages:
Hybrid channels have advantages to offer to companies facing
large and complex markets. With each new channel, the company
expands its sales and market coverage and gains opportunities to
tailor its products and services to the specific needs of diverse
customer segments. DIGITAL
MARKETING

Disadvantages:
hybrid channel systems are harder to control, and they generate
conflict as more channels compete for customers and sales.

Types of Distribution Channels Direct and Indirect

-

Channel (With Examples and Methods)

A. Direct Channel:
|

1. Producer » Consumer.... (Zero Level/No Intermediary)

Example-Eureka Forbes

B. Indirect Channel:
1. Producer Retailer » Consumer.... (One Level/Intermediary)
Example- Specialty products like Washing Machines, TVS,
Refrigerators, or industrial products are sold

2. Producer » Wholesaler Retailer Consumer (Two

Level/lntermediaries)
Example -
Goods like food items drugs etc., small manufacturers'
goods which are widely sold to consumers

3. Producer Agent » Wholesalers > Retailer Consumer (Three

Level/lntermediaries)
Example - Items like cloth, grocery where producer wishes to totally
pass on the burden of distribution to intermediaries.,
 MEMBER ACQUISITION

Promotion Mix
A promotion mix is a set of different marketinng
approaches that marketers develop to optimize
promotional efforts and reach a broader audience.
The marketer's task is to find the right promotion mix
for a particular brand.

It is necessary to identify your target audience, work out

a budget that you can afford for a promotion, and decide
the most efficient marketing channels for your audience.

Why is using Promotion Miximportant? anDIGITAL

ADVERTISING

Improves the effectivenessof promotional campaigns:It

helps one get the most out of their marketing resources by
optimizing their budget and saving time.
Helps segment audience: A promotion mix is a key method
the
for delivering a relevant promotion message via the most suitable
channel for each segment.
Improves communication with clients: Companies develop a
promotion mix trying to speak their consumers' language. If
prepared correctly, it helps build trust between the brand and its
customers. This is a crucial factor in lead nurturing and customer
retention.
Inform customers/users: When using a promotion mix,
companies define the best ways to educate people about the
products and services they provide.
Stand outfrom the crowd: With a promotion mix, it is possible to
stand out from the crowd without creating chaos in your
customers' heads. Successful companies make quality prevail over
quantity, promoting their product or service at the right place and
right time.
Components of promotion mix

Cadio
Advertising

This is a non-personal promotion of products and servicees

Marketers use advertising as a vital tool for increasing brand
awareness
Advertisers show promotions to masses of people using email,
webpages, banner ads, television, radio, etc.

Direct Selling

This is a one-to-one communication between a sales

representative and a potential customer.
Direct selling influences people to decide to buy certain products
or services.
Itis one of the most effective ways of promoting your brand
because the sales rep can tailor the promotion precisely to those
who are most likely to make a purchase.
On the other hand, this is the most expensive form of sales
because companies need to pay for one person's time.

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 Sales promotion

This is a set of short-term activities that are designed to encourage

immediate purchase
Sales promotions are a campaign that uses time-sensitive offers
sales, discounts, coupons, etc., to engage existing consumers and
bring in a larger audience
Many companies make this a core component of their marketing
efforts, though sometimes it's the most annoying type of
communication for people. SALE
Public relations

This type of promotional method determines the way people treat

the brand
Companies using PR try to build a firm and attractive brand image
by planting interesting news stories about their activities in the
media
Public relations are not fully controlled by the company, though, as
Some reviews may negatively highlight the brand
and webpages
If a company adequately solves these issues, people will reward
them with positive word-of-mouth consideration

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Promotion Mix Example: Nike
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Advertising.

In advertising campaigns, Nike aims to reach large target

audiences. The brand invites celebrities who represent the
image of an ideal consumer. Potential customers associate
themselves with famous ones, and this motivates them to trust
the brand and communicate with it.

Personal Selling

Nike's selling takes place in their stores. Trained storee

personnel assist consumers, provide details on the company's
products and stimulate visitors to buy their products. Besides,
Nike's employees help customers find the right Nike product and
promote the company through the use of personalized services.

Sales Promotion

>Usually, Nike's sales promotions include special discounts

for a targeted audience. The brand motivates their customers
with the savings they can have when they buy discounted
products. After that, they create a demand for purchasing more
products using those bonuses, turning new customers into loyal
clients.
 Public relations

Nike developed a social responsibility strategy, in response to

global ecological trends. Besides, Nike sponsors numerous
sports events that build a better brand image in the eyes of their
audience.

Direct Marketing

Nike uses direct marketing to promote its products among

sports organizations in universities, colleges, schools. Marketers
call this lead nurturing.

#OnlineStores

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UNIT 2
ONLINEE
MARKETING
MIX
DIGITAL
Makeing
 Online Marketing Mix O
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MARKETING
Digital Marketing Mix

Although this is predominately used in marketing as awhole, the7

P's method can also be used in the digital landscape.
Price
The pricing strategies you plan for the product you are marketing
(selling price, discounts etc)
There are many pricing strategies you can implement on your
website, which will make your products stand out to your customers

Discount Online
codes vouchers

Price cutting Packagees

Sses
(20% off etc) and bundles

Place
The digital marketing space consists of new Internet companies
that have emerged as the Internet has developed, as well as
those pre-existing companies that now employ digital marketing
approaches as part of their overall marketing plan.
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People
 With the advancement of technology and Al, the
marketing mix element of People is becoming more
widely used online. Thousands of websites now use
chat bots to contact users directly to answer their
needs. Social Media is also a fantastic service to help
customers answer their questions regarding a
product.

Product DCIAL

It's incrediblyimportant that users entering your website see your

product's features and services. On your website, you can make your
product stand out by using indicative imagery.
Philip Kotler shared five states of servicemixcomponents
that can be builtaround product.
State A: Example: Steel, sugar
Only tangible product

State B:
Example: Mobiles, automobiles, furniture,
Tangible Goods with newspaper offering digitized version
related services
State C: Example: Hospitality, restaurants, Apple
Hybrid Model and Samsung

State D: Example: banking, insurance, Google

Major service with few products
goods

State E Example: Youtube, Linkedin, Whatsapp

Pure Service
 Promotion
Now this is a pretty easy one to fit into digital. There are so many
effective ways touse promotionin digital marketing:
E-banners
Social Email
Influencers
Websites
E-newsletters

Social Media
Digital PR

SEO

Podcasts
PPC

Blogging
ses
YouTube
Web Forums
Video
Advertising
Process

With the amount on online purchases increasing at a substantial rate,

the journey' of a user entering a website and then buying a product
is more important than ever. The role of a UX (User Experience)
designer is to make that user journey as easy as possible through
attractive website design.
Other technicalaspects of a website can also effectthe
process of ausers journey:
People are becoming more impatient, if it
Website Speed takes too long for a webpage to load, you
could loose potential customers.
With the majority of people browsing on
Device Optimisation smart phones and tablets, can your
website adapt to all devices?

|How easy is it for a user to make a

E-commerce payment online? Can someone make a
Optimisation payment from a different country? How
quickly can a payment be processed?
How many steps does it take for a user to
Conversion
Optimisation a
make conversion? Can you improve
| these steps?

Process is all about thinkinghow you can improve a users

journey. Always think about the customer first and what their
expectations are when interacting with your website.

Physical Evidence

Review/comparison websites use the physical

evidence from public reviews to make
products stand out from their competitors.

|
Many social influencers promote and review
products, which helps the customer make a
decision during the buying process.
 STP AND ONLINE TOOLS
LOCATION

DIGITAL SEGMENTATION

Segmentationis the process of dividing your

database into groups based on a single or
multiple criteria
Consumer profiles based upon digital
interactions, are constantly tracking what
you like, whatyou buy and how you buy it on
an ongoing basis
Much more advanced than traditional
segmentation
More complex and persistent

Forms of Segmentation
Segmenting your potential market from a
Demographic people's perspective. Age, gender, sexual
orientation, income, nationality, religion,
family lifecycle. Easier to measure and easily
available.

Geographical:
Segmenting your potential market by where they are
located. This can be as restricted as you see fit. For
example, you could choose to segment the market
based on their country or zip code. Online consumers
in different location show different Internet
penetration, usage, purchasing patterns etc.
 Segmenting the market by customer
Psychographic: personality traits, values, attitudes,
interests, and lifestyles.

Behavioural: Usage frequency, usage time, usage situation,

loyalty and occasion.

Segmenting the market by the relevant

Value transactional worth' of a customer. This means
assessing previous transactional data to understand
products purchased, how frequently the customer
purchases and ultimately how profitable they are to
your business.

Convenience, Security of information, ease of

Benerit.access to information, financial security,
competitive pricing. Segmenting customers on the
basis of their expectation from online experience
AUDIENGE
ONLINE TARGETING IARGETING
ONLINE
COMPLETEY

Digital marketing targeting is a formalized method

that identifies and then intentionally aims created
content, connections and the use of platforms toward
a specific demographic, psychographic and/or
geographic audience, their needs and concerns.

Targeting helps you focus your marketing

efforts and hence effectively measure results.

When your target audience is correct, the likelihood

that your messaging, content and effectiveness will
attract, retain and convert connections to customers
dramatically increases.
 Types of targeting
anketng
Deterministic Targeting

This type of targeting is based on deterministic data

Deterministic data is digital facts about people that we trust

are 100% true.
For example, if we know from a reliable source that a
person was a 20-year old female last year then that will
always be true.

can take infinitely many forms, such as a person's

Itinterests, friends, geographical whereabouts etc.

Also known as rule-based targeting.

MARKETING
Example

if visitor clicks on A, then offer product x

If consumer clicks on X product offer Y product

If consumer buys books show promotional messages

regarding stationary

Generally applied at the time of purchase

 Predictive/ Probabilistic Targeting STRATEGY

Based on a user group or a slightly larger entity/ community

that has a history of searching for a category of products.

Less than 100% probability of targeting the right customer, Less

conversion rates in some cases, may reach more non-consumers
than the actual target identity

For example A party planner will always look for products that
are relevant to his/ her business. So the Wi-fi connection useed
by her is treated as a whole for that product segmentation.
However others can use the same service but the advertiser
can't be sure of their candidature status as a potential
consumer

Behavioural targeting
Combines principles of both deterministic and predictive targeting

The technique involves gathering data from a variety of

sOurces about the potential customer's online browsing and
shopping behaviour
DIGITAL MARKETING
*** cial media enient Naeg

The process involves compiling web searches, purchase histories,

frequently visited websites and other information to create a full
user profile, revealing what your audience wants, avoids and
purchases. Using these data points, companies can formulate ads
that align with the individual consumer's trackable preferences and
needs, without conveying messages the viewer would find
unappealing or irrelevant.
 ONLINE POSITIONING Positioning

1. Differentiation
Establish a point Identification of Generate recall
of differentiation unique attributes
The STP Process

2. Content Segmentation

Targeting
Positioning

Create thought provoking

regular stream of content, viral Effective keyword management
videos and brand storytelling

3. Sharing
Find touch points with
target consumers

DIGITAL
MARKETING
Make your content
visible and accessible
4
DIGITAL PRICING MODELS

Pricing by definition is the process of determining what a company

will receive in exchange for its product or service. Pricing products
and services for digital sales has changed in quite a many ways
from how it was done traditionally. Key trends which have impacted
this shift include:
Reduction of intermediaries through digital
channels:
The two key reasons as to why people buy products online
are convenience and cost. Also marketers are adopting and
selling across digital channels as they see a chance too
reduce intermediaries and provide the same product at
attractivelcompetitive prices to more people than they are
being able to do so presently through traditional channels.

Knowledge of customer buying habits and

propensity:
Helps create clusterlpersonal specific and channel-specific
pricing. Also products can be sold at a higher price with
more value-added services to support individualized needs.

Economic pressures and possibility of instant price

comparisons online:
With economy paying a large role in price pressures and
with internet medium providing the possibility of on-the-
spot price comparisons, brands can no longer be
complacent, as customers have a clear idea of both the
competitor's quote and firm's product being sold on a
discounting site, both of which would demand the marketer
to be highly awaree.
Ability for consumers to set and negotiate online
prices:
With sites like Ebay where customers can take part in online
auctions and also with concepts like 'Buy and sell
platforms where customers can barter products at sef-set
prices, a large part of the pricing control is going into the
hands of the customers themselves.
 tormation e ve
aining.. DSiness traini
trainingangePaen
n
Concept of 'Free Services': quality
k ization p methods
atisfaction
sOOpatience e
business
policy
- helpful
The most prominent impact of online marketing is the way
businesses are built these days with consumers wanting to
test products and services for free before firms can start
charging. In the case of online content and service, they are
being run mostly through accompanying ad-models rather
than a rate-card itself.

Customer's demand for payment elasticity:

Most of today's youth who want to consume products and
services instantly, need easy payment options being
offered to them in terms of extended payment installments
which impacts the way products and services should be
priced and marketed.
Possibility of content modularity and digitization:
With a large category of products like information, books,
music, entertainment, games, etc., easily lending
themselves a digital format, which can be customized and
sold as modules, marketers need to develop accurate ando
predictive pricing models to make most use of it.

Possibility of innovative business models:

With new forms of digital models emerging, marketers must
utilize these trends to make revenue in varied and novel
ways. Examples include- In-Game payment, App
Subscription, Donation, Pay As you wish, affiliate sales, etc.
DIGITAL
MARKETING

Traditionally, the following pricing methods

have been deployed by companies:
 Mark-up This is one of the most basic pricing techniques in
which a standard mark-up is added to the production
pricing: cost. This method typically works only if the marked-
up price brings in expected level of sales.

return The firm determines the price that yields

Target returnits target rate of return on investment.
Target
Involves basing the price on customer's perceived
Perceived value. It is made up of a host of inputs like buyer's
value: image of product performance, channel
deliverables, warranty quality, customer support,
etc.
>Includes charging customers a fairly low price
Value pricing for a high-quality offering to win loyalty and
become a low-cost producer without sacrificing
quality.

It is where the firm bases its price largely on

Going rate competitor's pricing.
CUSTOMER
SERVILE

With new digital structures in place, pricing models are being

developed to serve these emerging business models apart
from the ones shared above.

Comparative pricing: Similar to 'going rate', this type of pricing

not only compares competitor prices, but also varies itself in
relation to data on customer visits, their loyalty, influence of the
channel, e-commerce site on which it is being sold, customer
sentiment across social networks, keyword searches, etc.
PriceVolue
Ad supported model: This is one of the core models on which
digital business was developed wherein instead of charging the
consumer, businesses and advertisers were charged for placing
ads across most read content, or keywords searched in Google, or
against reviews they liked across a social network. We would get
into the dynamics of how advertisers are priced in the later
chapters in detail.

Subscription model:With a large part of content being available

in digital format, and customer's problems being broken down into
sub-processes and serviced through quick-reference applications
(for example, mobile apps), there has been a surge of interesting
subscription-based models where customers are paying for
packages of information, entertainment, education, etc., on a time-
bound fixed price basis.

Pay-per content/usemodel: It is now possible to chargge

customers for each content piece and even on the usage time for
that content as digital medium can provide all of this information on
a real-time basis to marketers.

Auction type: With multiple models being developed using auction

techniques, this pricing technique has been democratized for
consumers with such ease on digital platforms that it deserves to be
a digital-led pricing model.

Last minute pricing: Possible only in online mode; either you can
increase prices in case of high demand-low supply (online airline
prices) or you can reduce prices in case of low-demand and high
supply (for example, unsold event tickets on the day of the event).
Customized pricinglcart-based pricing:For loyal customers,
who buy regularly from a site or a platform, digital technology can
help marketers calculate discounts, provide bundling offers, share
free coupons on regularly bought items as a part of their pricing
strategy.
DIGITAL
DIGITAL

DIGITAL MARKETING o MARKETING

CHANNELS

CHANNELS

Intent-based Marketing (Search Marketing)

Search engine marketing involves marketing to internet users through

natural search engine result page listings and paid advertisement
placement next to the search results. In simplest terms, any form of
search engine marketing involves:

A user typing any combination of words

(known as keywords in search terminology)
C
Into an input space (called search-box)

Through usage of search technologies

(crawling andindexing)
|Application of complex programs (known as
search algorithms)
Delivering the best matched weblinks
(known as Organic Search results),
Displaying paid weblinks (known as pay per click)
 Intent
based
marketing
Platform Brand
based marketing
marketing

Digital
Marketing
Direct Content
Marketing Channels Marketing

Community
Partner based
Marketing
marketing

BRAND-BASED MARKETING
Brand-based Marketing The Best Strategy for Effective Marketing
(Display Marketing) -
Executed through graphical display digital images similar to
billboards, newspaper ads and television ads.
 Key objective is to build the imagery of the brand

Use of images, animations, videos, sound, etc

Any website with decent traffic can put a section on it for

sale for any brand or agency to display advertisements.
Such space is called inventory.

Parties involved in the business: Publisher, Advertiser, Ad

Network (e.g. Google, Microsoft, Brightroll, Tribal fushion),
Ad Exchange (e.g. Google ad exchange, OpenX, Rightmedia),
DSP (Demand side platforms), SSP (Supply side platforms),
ATD (agency trading desks), Digital Marketing Channels

in
Community-based Marketing
(Social Media Marketing) Social Media
Visibility Connectivity Branding9

MARKETING
Social media marketing is the use of social
media platforms to connect with your
audience to build your brand, increase
sales, and drive website traffic

This involves publishing great content on your

social media profiles, listening to and engaging
your followers, analyzing your results, and
running social media advertisements

The major social media platforms (at the

moment) are Facebook, Instagram, Twitter,
Linkedin, Pinterest, YouTube, and Snapchat
Platform Marketing
Device marketing
(mobile/wearables): marketing In-game marketing.
through mobile applications, In-game placement of ads
putting ads in Google glass or if the content is similar to
the game, simulation
smartwatches environment, MMOW
Kiosk marketing: (massively multiplayer
Putting ads in departmental online world)
store kiosks

Partner Marketing
Affiliate marketing

E
Editorial partnerships: paid
articles in e-magazines
Public Relations

Social Media
Content Marketing Marketing

Paid content
in2
content Viral
Video
content:
Owned marketing
Direct Marketing
Inbound:
Email User
marketing Customer comments,
and SMS service calls online chats
Outbound and toll free Response
marketing: numbers
marketing:
WACE

ROLE OF DIGITAL
MARKETING IN IMG
IMC FOR DIGITAL PLATFORMS

Integrated Marketing Communications (IMC) is

WEB SOCIAL
NETWORK
defined as "a strategic marketing process
specifically designed to ensure that all
Seial
messaging and communication strategies are
unified across all channels and are circled
around the customer."

DIGITAL
MARKETING
The concept involves leveraging the strength of
each separate communication channel to
achieve a stronger combined impact than is
possible by a single channel

The following trends and changes have been the key

factors behind adoption of IMC:
Decreasing message impact and credibility

Decreasing cost of using databases Direct

markein9

Increasing client expertise

 Increasing mergers and acquisitions of agencies

DIRECT
Increasing mass media costs MARKETING

Increasing media and audience fragmentation

Increasing global marketing

Increased number of competitive products

Channels for Integrated Marketing Communications

Key channels which can be included as a part of IMC depending

upon how firms wantto develop their marketing communications
strategy:
Advertising: It includes broadcasting/mass advertising (print,
internet advertising, radio, television commercials) and outdoor
advertising (billboards, street furniture, stadiums, rest areas,
Subway advertising, taxis, transit).

Sales promotion: Contests, coupons, product samples

(freebies), premiums, prizes, refunds/rebates, special events,
bonus packs, loyalty programs, sales materials (sell sheets,
brochures, presentations), installation, customer help, returns
and repairs, billing. On the trade side they include trade
allowances, POP displays, training programs, trade shows, co-
op advertising, etC.
 Public relations: includes special events, interviews,
conference speeches, industry awards, press conferences,
testimonials, news releases, publicity stunts, community
involvement, charity involvement, and events.
Integrated Marketing

Direct marketing: refers to direct telemarketing,

mail,
catalogs, shopping channels, internet sales, emails, text
messaging, websites, online display ads, fliers, catalog
distribution, promotional letters, outdoor advertising,
telemarketing, coupons, direct mail, direct selling9,
grassroots/community marketing, mobile.

Digitallinternet marketing: This being the latest addition to

IMC includes all the digital marketing and communication
channels which we would be looking at in this book.

MARKETING
Intent-based marketing (search marketing) COMMUNICATIONS
STRATEGY

Brand marketing (display/digital advertising--banner ads, rich

media ads, online classified ads, email ads, mobile advertising)

Content marketing (website, blog, native content)

Community-based marketing (social media, business platforms)

Partner marketing (affiliate marketing, sponsorships, PR)

Communication channel marketing (e-mail, messaging, sms)

Platform-based marketing (mobile, video, out-of-home, media
platforms (Surface), kiosks, In-apps)

Difference Between Traditional

Communication and IMC Approaches

Traditional Marketing Integrated Marketing

Communication Approach Communication Approach
Mass marketing and mass |One-to-one marketing approaches
communication
mindset
Transactional model of Relational model of marketing
marketing

Product-focused marketing Consumer-focused marketing

strategies strategies
Marketing to a consumer with |Marketing on the basis of
similar traits behavioural differences between
consumers
Focus on outputs of marketing |Focus on outcomes
communication
Customer acquisition Customer retention emphasis
emphasis
Intuition feel-based marketingFact-based marketing
Covers only the 4Ps (product,Includes the extended four Cs
price, place, promotion) (consumer, consumer costs,
convenience, communication)
Traditional media mindset Multiple, relevant, interactive,
digital contact point
Bombarding audience with Building personalized relationships
messages (ooo
Impact of Digital Channels on IMC ROLE OF DIGITAL
MARKETING IN IMC

Intent-based marketing (search marketing):

With the incorporation of search-based marketing
communication, not only do firms get to know the topp
keywords which are important to their customer set with
regards to the products they aim to sell, but it is also the
most credible medium to take customers from an intent to
the consumption stage in the least possible timne.
sY
BRAND
Brand marketing (display/digital advertising):
ANTNG

With display having the power to track all online customer

actions and send them targeted messages based upon
each marketing-funnel stage interaction, this form of
advertising extends a creative and immersive angle to
other integrated communication channels.

Content marketing (website, blog, native content):

Digital content as also in the case of traditional content is a
powerful addition to the marketers communication
armoury and with the emerging usage of native content
and advertorials, it becomes crucial to have a strong
CONTENT
online content marketing strategy for each campaign. MARKETNG

Community-based marketing (social media,

business platforms):
With digital community channels providing a quick,
responsive, and immediately accessible word-of-mouth
option, it has grained a lot of prominence in improving
brand trust and letting consumers know that similar people
also have a preference for the product they are about to
purchase.
 Partner marketing (affiliate marketing,
sponsorships, PR): BUSINESS

With the need for communication extending to

multiple destination sites, instead of just one portal,
partner marketing helps the overall IMC program reach õut
to customers with varied interests on the online
destinations they liketo visit. JNTEGRATED
Communication channel marketing (e-mail, MARKETING
aMMUNICATONS|
messaging, sms):
Through details collected from traditional visits and
feedback forms, companies now have options to pursue
personal data for permission-based marketing, wherein
communications are guided by seeking customer
permissions rather than pushing the product onto the
consumer. Online offers are being integrated with offline
purchases, through offers, coupons, location-based
marketing, contests, and other successful techniques.

Platform-based marketing (mobile, video,

media platforms kiosks, In-apps):
Finally, with new technology platforms being developed and
adopted, there are tremendous posSibilities to improve
reach, extend branding, customized interaction, all of
which form the core of IMC exercise.
www.freeassigamenthelp.com
Me

INTEGRATED
Four Pillars of the IMC Construct MARKETING
COMMUNICATION
e
cATLE
TOCEATEA
CONTaEAETATESE

Stakeholders:
The term 'stakeholders' refers to all relevant publics or
multiple markets with which the firm interacts. The term
'publics include both external and internal audiences. External
audiences may refer to customers, consumers, prospects,
intermediaries, and other entities outside the organization,
while internal audiences consist of those within the
organization, such as employees, managers, etc.
 Content in IMC may be differentiated
between
messages and incentives. Messages refer to brand
Content: concepts, ideas or associations, and all other values
or perceptions that marketers transmit to
customers, while incentives are short-term offers or
rewards to consumers for having done something of
value to the firm and consumer
MARKETING
COMMUNICATIONS
STRATEGY

By conducting a brand contact audit of consumers,

as well as examining the consumer's 'path to
Channel purchase,' marketers could determine which
contact points or channels are relevant to them and
which they prefer as sources of information about a
company and its brands.

Results:
Measuring results of marketing communications programs
against set objectives has always been the norm for business
organizations. However, unlike the traditional attitudinally-based
models of measuring effectiveness that focus on evaluating
communication effects (for example, brand recall or awareness)
and outputs (for example, what media placements were bought),
|the IMC approach measures behavioural responses (for example,
actual purchases made by consumers and prospects) and
outcomes (for example, financial returns in terms of income flows
from consumers)

DIGITAL MARKETING COMMUNICATION MIX

The Communication mix matrix classifies digital

specific channels in terms of their
DIGITAL
MARKETING
 Message orientation
(engagement or conversion)

And the type of

communication (Dynamic or
static) they can execute

Helping marketers to choose the appropriate medium depending

on their objective.

Dynamic
(Real Timne)

Dynamic Landing Page Search Engine Marketing

Content, SMS Activation
Messages,
Infomercial(video), Rich
media ads for engagement,
customer support
Ads, Display Ads, Mobile
App Ads, Mobile app ads,
direct marketing, affiliate
links, remarketing

Blogs, Website content, Coupon affiliation sites, e-

webinars, social media mail for promotions,
posts, e-mail for loyalty discounts
information, PR Articles
Static
(Passive)
Engagement Oriented Conversion Oriented

Message Orientation
Digital Channels Communication Mix Matrix

DIGIAL
Engagement-oriented static: Careun
This quadrant stands for channel types which typically
deliver communication/messages that are static in nature
(created well ahead of time and delivered in a passive
format) and are more geared towards engaging target
audiences rather than selling to them.

DIGITAL
Key examples include blogs, website content,
MARKETINGBs webinars, social media posts, e-mail for
information, and PR articlees

Most of these are content types which primarily aim at

creating impactful messages that drive home brand
objectives and help engage the audience

Engagement-oriented dynamic:
Digiol Marketing

In this second quadrant are included channels whose main

objective is engagement again but they present content in a
more dynamic (Realtime) manner to audiences and can also
massage content in real time to share versions which
connect better with a certain audience based on experience

Typical examples include dynamic landing page content,

SMS activation messages, infomercials (video), rich
media ads for engagement, and customer support

The content development for these channels

is crucial as it needs to be developed in a
manner which seems non-obtrusive and is
also engaging for the consumer
 integrated
Conversion-oriented static: marketing
ommunicatIons
class digitareal-world prešentation

The third quadrant shifts to the conversion side,

wherein the key role of the channel is to carry
messages which result directly in a purchase, but
where the messaging format is still static in
nature.

Key examples include coupon affiliation sites, e-mail

for promotions, and loyalty discounts. The execution of
communication on these channels typically should be
of a guided nature in which the consumer knows of the
channel of promotions or the promotions are shared on
channels where he/she is most active, otherwise there
could be issues of consumer not even knowing Such
promotions exist, hence not using them.
nternet
digitalt|
business
Conversion-oriented dynamic: marketind
The fourth and final quadrant includes most commonly used
promotional techniques along the most widely visited channels

Most of the communications in this quadrant relate to real-time

advertisements which are presented to a customer at a time
he/she is most vulnerable to act on them (click for conversions).

Typical examples include: search engine marketing ads, display

ads, mobile app ads, social media ads, direct marketing,
affiliate links, remarketing, etc.

The Role for communication channels in this quadrant is based on

the number of calls-to-action which are accomplished for each
stage of the marketing conversion process.
 It needs to be established here that though the channels in this
quadrant are being seen prominently as conversion vehicles, a
broader objective of some of those could include engagement
and brand building too, for example, display advertising.

UUbe

DIGTA
DIGTAL
ADVERTISING
DIGITALADVERTISING PLANS

Why paid traffic is a smarter investment than organic?

Paid traffic is like a water hose. You have complete control over
the direction it's pointed, the amount of water pouring from it, and
how long you let the water flow. You can turn it on and off
whenever you want.
Organic traffic, on the other hand, is more like rain. You aren't
sure when or if it will come, how consistent it will be, nor how long
|it will last. Listen to the weather channel all you want. You have no
control.
DIGITAL MARKETING
PAID TRAFFIC-> Digital advertising

|Concepts for Evaluating Your Target Audience for

Digital Advertising LIKE MESWGE

EY
wEE

Concept 1: The Customer Journey POSL

The Customer Value Journey, remember, is the path people followv

as they build relationship with your business, from first touch to
final sale. -oo0

The three corestages ofthis Journey are:

 Awareness

Paid Advertising
Each Stage
of a 7 Evaluation
Buyer's
DigitalJourney

Conversion

Awareness.
This is the top of the funnel, when new prospects first
discover your brand exists and that you can help them solve
their problems.

Evaluation.
This is the middle of the funnel, when prospects are
seriously considering making a purchase. Their biggest
question is whether you're the best source.

Conversion.
The is the bottom of the funnel, where people take action
and buy something from you.

Concept 2: Traffic Temperature

o0o
|At each stage of the Customer Journey, your audience has a
different relationship with you. At the top of the funnel, they barely
know you and may not even know what you do. But as they move
through the funnel, they learn more about you and become more
committed and loyal.
 cOLD

WARM

HOT

1. Cold Traffic
Generally, this is new traffic from people who
are in the Awareness stage. These people are
good prospects for your business but have
never heard of you or your brand.

Your goal with cold traffic is

indoctrination. You want to introduce
your business to new audiences and
get them coming back for more.

2. Warm Traffic

Warm traffic comes from

people who know who you Your goal with warm traffic is
are but haven't bought acquisition, to convert a site
anything yet. It aligns with visitor into a lead.
the Evaluation stage
ARKTING
O
3. Hot Traffic
Hot traffic comes from people who are at the
Conversion stage. These are your buyers, people
who are ready to buy or have already bought
something from you

Your goal with hot traffic is

monetization, to sell a high-dollar
product to your best customers.

Ultimately, your goal is to move people from cold to hot,

transforming new leads into loyal customers, willing to buy from
you over and over again.
You do that by matching your message to a prospect's temperature.

The 5 Elements of a High-Performing Campaign

1. Your Offer

It's the unique combination of your product or service with other

bonuses or add-ons, including all thedetails of your promotion:
Thedeliverables
>The price
The schedule
>How it's being delivered
And more
2. Your Copy
Your ad copy refers to the messaging you use in your ad
campaign. It should be clear and compelling, so the benefits
stand out-both the benefits of engaging with the ad and of
taking whatever action you're asking for.
3. The Creative
Creative refers to the graphic elements of your ad: the image,
video, or carousel images.
4. Ad Scent
Ad scent refers to congruency, or "sameness," throughout
your campaign. If people feel comfortable that your offer is
valid, they'll seriously consider your offer. MEMBER ACQUiSITION

5. Targeting
The final element in a high-performing ad campaign is
targeting, and it's important because even a great offer won't
convert if you put it in front of the wrong audience

Ad Grid: From Strategy to Scale TDIGITAL

The ad grid is a strategic approach to creating campaigns

that
perfectly align with the temperature and interests of the people
you're targeting.

Step 1: ldentify your avatars DIGITAL

ADVERTISING

An avatar is a profile for one type of person who'd be

interested in your offer (example: entrepreneur, stay-at
home mom, consultant). For each traffic campaign, you'l
have 2-4 different avatars.
Step 2: Identify the hooks
What's most appealing about your offer? Each benefit or
outcome of your offer can be turned into a hook to grab the
attention of your audience.

Step 3: Create your ad copy

Instead of creating generic ads for a few avatars or hooks,
you'll create highly targeted ads aimed at specific types of
people (avatars) with specific interests (hooks).

Step 4: Avatar Research

Step 5: Create or Outsource Ad Creatives

Design original images or videos that include the imagery
people associate with your keyword-but that also have.
your brand's unique look and feel.

Step 6: Set up your ads and compile your

results
Step7:Scale
Horizontally: If your results for an avatar are better than
average, buy traffic in on other ad platforms to boost your
visibility to that group of people.
Vertically: If a specific hook or avatar is working
especially well, create more ad sets to that group on the
same platform.
 (cONTENT
ONLINE BRANDING WEBSITE
BPANDING )
-MAML

Appearance of a brand both online &

offline is powerful strategy to establish and
leverage brand equity in both domains.

For offline brands, expansion online can add

additional brand value by more availability
and exposure via Internet.
For online brands, expansion offline can
increase brand awareness as brand is made
more tangible by selling offline products
which can increase trust of customers.
Online branding gives you brand loyalty which
is one of the most important consumer aspects
of any business.

When people can see your brand and know

what you can do, they will remain loyal to
your brand and pick you over others in the
market.

isvon

Brandingto
BusinessS
BRANDING Digital
Your
Grow VALUES

DIGIAL
HNNRTLOD Matcng
FOED
Follow

AKSHARRE
 UNIT 3
DIGITAL
MARKETING
asses/
 Digital marketing overview

Achieving marketing objectives by applying digital

technologies and media.

The management and execution of marketing using

electronic media such as the web, email, interactive
TV, wireless media in conjunction with digital data
about customers characteristics and behavior

Digital marketing involves reaching out to potential

customers through a set of interactive, intuitive, and
advanced electronic devices and platforms which go
beyond the normal web and e-mail to include
mobiles, PDAs, interactive TV, applications, social
media, which were earlier not common to marketina
online through 'e' models

Application of marketing to consumer interaction

touchpoints that integrate digital data about
customers and their behaviors in a manner which
was not extracted and targeted earlier
 Introduction of interactive communication channels
like search, display advertising, social media, etc.,
which have a strong combination of pull-push
marketing rather than the earlier models which were
primarily of push marketing nature.

Incorporation of a variety of technological advances in

communication, social integration, machine learning
algorithms along-with their application to multiple
devices and platforms, all of which have made it
possible for digital to carve itself as an established
area of marketing

The key reasons as to why digital scores over

other traditional forms of marketing include:

Audience Helps to know which audience to target and why,

with specific pre-designed messages suited to
targeting their specific problems and needs.

Digital mediums can be the most cost effective for

Cost messaging across a larger audience, which was
leverage: the key reason in the first place for marketers to
O
adopt them.

The kind of quantitative customer segment data

Actionable and qualitative feedback obtained here is far
reporting: more authentic and actionable.
 No other type of marketing can develop and
Location-based target personalized, location-based
messaging: messages for customers as per their
specific interests.

The covering of marketing funnel from

Quicker funne awareness to action can be fulfilled much
quicker after the customer has shown the first
fulfilment: intent.

Digital marketing integrates data,

Multi-channel communication, and messaging across
multiple platforms, making it the best form of
reach: integrated marketing.

>With customer interaction and service

Instant customer tightly integrated, it is the first time that
marketers can interact in real-time to
interaction: understand and support the problems
faced by first-time or their most engaged
users.

Characteristics of Digital Marketing

Two way communication.

ne
Sophisticated targeting to precisely reach
the intended audience.

Level playing field (no huge costs

or big budgets required).

Measurement of performance and

calculation of return on investment.
 Push or pull ('Search' is pull medium and
banners/posters are 'push' medium).

Real time campaigns (instant feedback,

modification possible).

Zero moment of truth (These are instances

when customers interact with a product
and gets a first impression about it).

Moving from marketing

3.0 to Marketing 4.0
A
Starting with Marketing focused on product (1.0)
over Customer focused Marketing (2.0) shifting to
Humanistic Marketing (3.0), where the customer
becomes an all-round human: with a mind, a
heart, and a spirit
The consequence for companies is that they need to
create corporate products, culture and services that
Sses,
can capture and reflect human valuess

As a consequence new trends are emerging: the

economy of "sharing, the "now economy",
omnichannel integration, content marketing,
social CRM and many other realities

Convergence of technologies will lead to convergence

between digital and traditional marketing. The more we
become social, the more we want something that has
been created specifically for us
 A
(By analyzing our customers, our products and
services become more personalized. In this transition
era, therefore, a new marketing approach is required,
which must adapt to the different paths taken by
consumers in the digital economy, customers should
be accompanied at every stage of their journey
Marketing 4.0 is the sequel to our widely-recognized
concept of Marketing 3.0, which calls for brands to touch
the human spirit. Marketing 4.0 is based on intricate
observation and analysis of the paradoxes in view of the
digital technology boom.

Applications and benefits of

digital marketing

The key applications for marketers utilizing digital marketing

|channels and platforms would include: premeaen

arketi
StraEOS
1. Enhancement of revenues:
The most pertinent application of all business models is the
potential to increase revenue beyond present numbers and digital
does so in multiple ways

From top-branded product manufacturers to local small and

medium businesses, all are embracing the power of digital to get
enhanced revenues and move from just a physical sales model to
an omnipresent sales channel where the biggest orders can come
in at times and from locations not even known to the marketing
manager.
2. Brand presence amplification:

Marketing done only across

traditional channels is typically time
consuming and requires a large
effort to gather new prospect base

Digital marketing helps reach out to

newer target segments in a much
lesser time-span and amplify brand
presence multiple times over.

3. Support information-seeking and

customer validation exercise:
Digital marketing's biggest application for marketers is its impact
across multiple channels to support the customer gather
information, compare competing products, and validate his
purchase decision through comments and thoughts from multiple
online sources which he was not able to gather in the physical world.

4. Develop customized forms of

consumption (like applications and social
pages for targeted communities):

One of the most interesting aspect of digital application is

towards creation of targeted low-cost apps, social media
pages, and curated articles on interest blogs and platforms,
which provide a way to not only personalize information but
also how it is accessed with utmost ease by the target
segment in which the marketer wants to engage.
 5. Mixing multiple digital channels and online
offline media:
With newer innovations like integration of Twitter with
e-commerce companies to place orders in e-carts by
inclusion of special hashtags in their tweets, marketers
are utilizing multiple digital media platforms and
integrating online-offline media to help customers
Complete the purchase cycle, on whichever mediumn,
channel or platform they are present

These growing integrations we believe will impact

even the most physical of industries like
agriculture and healthcare in ways never thought
of before.

6. Instant response generation mechanism to

negative customer feedback:

We have seen a lot of instances wherein brands have not only

been able to identify when customers are not feeling good about
certain products experiences on offer but have also been able
and
to avert huge losses and save face in the outcry of key issues
important to them both on the product and brand side

In some instances, digital media has even led to companies take

back stocks worth millions of their wares to maintain customer
trust and brand integrity.
 Key benefits of digital marketing include
Provides a level-playing field be it a small or large
business

Much cheaper to run campaigns, collaborate, and analyse

insights

Helps to reach out to customers in real time based on

their latest actions

Easier to measure effectiveness of a campaign or a

marketing message

Viral effect includes ability of a strong concept to reach

the mass market instantly

Provides greater engagement with the use of imagery,

content, information, customer support, and
personalization

Utilizes multiple technologies and collaborative platforms

available to harness the power of big data and internet
reach

Acts as a medium to understand customer segments and

their actions better

Helps understand customer intent across multi-channel *

.
platforms ******.

*** **
Utilizes the power of social networks to reach out to
multiple users in a trusted environment

Integrates traditional campaigns to extend the reach of

branding to its longest possible tail

Change marketing messaging based upon latest

feedback or acceptance to campaigns

Make collaboration, feedback, and continued

engagement with the brand possible in online-offline
mode
Engagement Marketing

Engagement marketing is the use of strategic,

resourceful content to engage people and
create meaningful interactions over time.
When you implement engagement marketing,
you create meaningful interactions with people
rather than flashing ads in front of them.
Using data based on who they are and their
behaviour, marketers can reach people in
personal and meaningful ways with the added
benefit of moving customers along the sales
funnel more quickly by creating programs that
are targeted and strategic.
Engagement marketing is a cross-channel
approach utilizing email marketing, content
marketing, social media marketing, and
marketing automation to create an inbound
marketing program with solid engagement.
 in
Common problems that engagement
marketing can solve

Engagement marketing takes into consideration all stages and

types of the buyer journey, and a successful program can build,
lasting bonds with your customers.
MARKETING

Problem: I
need to build better brand awareness.
Brands in novelty and B2B industries feel they have to at
least start with disruptive marketing strategies to get the
buyer's attention and generate an interest or hunger for
their product. Engagement marketing can generate
attention and earn trust by answering the questions that
they do have. Many real-estate professionals, for example,
engage prospects by sharing resources and content based
on their geographic area. Focusing on self-education can
provide visibility to your business.
Problem: My current marketing tactics aren't generating
any interest.
No matter what your product is, if you can align it, along
With your services, toward pain points and topics that your
target customers care about, you will see an uptick in
interest. Demonstrate your passion for your product,
service, and/or target audience through whatever channels
fit best, and you will discover creative ways to be
interesting.
Problem: I
need to create better preference for my
brand.
Once you've established awareness, you need to establish
preference. Successful content marketing creates
preference through thought leadership by making you a
trusted source of information and education. You can also
create preference through relationships, which are
strengthened whenever your content entertains or helps
your buyers.
 Problem: I need to create better preference for
my brand.
Once you've established awareness, you need to establish
preference. Successful content marketing creates
preference through thought leadership by making youJa
trusted source of information and education. You can also
create preference through relationships, which are
strengthened whenever your content entertains or helps
your buyers.
HML>
Problem: I need to reach more buyers and SUIWS

customers, but at lower costs.

According to Forrester Research, today's customers
distrust and resent marketing that interrupts or intercepts
them. Engaging content marketing is part of a natural
conversation with current and potential customers because
it is relevant to their interests
and behaviours and builds a
continuous story over time. Unlike traditional marketing,
content pays dividends for a very long time and provides
lasting value for customers. That said, content marketing is
a long game, so the more effort you put forth, the better
results you'll see overtime.
Components of engagement
marketing
Implementation of an effective engagement marketing program
requires you to throw most of what you know about traditional
marketing out the window, so you can connect with customers on
a deep, meaningful level.

Engaging people as individuals.

 Whether you're talking to a CIO about software or a new mom
about breakfast bars, you'll want to be well versed on your
buyer's individual preferences, history, relationship with your
company, stage in the buying journey, and so on. While
persona-based marketing defines and speaks to your typical
buyers, one-to-one marketing speaks to individuals on their
own terms.

Engaging people based on what they do.

Rather than assuming that since a buyer fits a certain profile,

they will be interested in a certain product, we can now target
individuals based on how they behave. You can then use
behavior on one channel-say, an interaction on your
company's Facebook page-to inform marketing on another
channel-such as the message that appears when that person
visits your website.

Engaging people continuously over time

We now have the opportunity to listen and respond to every

customer at every stage of the buying journey, keeping them
engaged, and helping to drive purchase decisions. Using
intelligent nurture tracks, marketing messages should flow in a
logical fashion, creating engaging, personalized
conversations. It's not about individual messages, or even
individual campaigns-every interaction asks for another
interaction, and is part of a longer chain of events.

Engaging people toward an outcome.

Social Media
Visibility Connectivity Branding

MARKETING
 Once you've acquired a customer, your new goal is to create a
long-term, reciprocal relationship of value for both you and
your customer. Whenever you communicate with your buyers,
keep the customer journey in mind. Engagement marketing
isn't about relationship building for its own sake, it's about
relationship building toward a goal.

Engaging people everywhere they are.

Today's customer is everywhere, so it's vital that you create a

consistent experience for them. To do this, you must
acknowledge the nuances of individual channels, yet still
presenta unified message. However, to make the shift from
siloed communications, you need a program specifically
designed to drive engagement on your website, on tablets
and smartphones, Via emal, through social networks, at in-
person events, and beyond.
Digtal
Marketing O
0
ampaign

Content Management AGWOCS

Onio
Page

A content management system

(commonly referred to as CMS)
is an application or a product
which supports content
acquisition, creation,
collaboration, editing, and
publishing to multiple platforms.
The core CMS features are,
indexing, search and
retrieval, format
management, revision
control, and management.

DIGITAL
MARKETING
CHANNELS
OP
 Features may vary depending on the system
application but will typically include:
Intuitive indexing, search and retrieval
features index all data for easy access
through search functions and allow users to
search by attributes such as publication
dates, keywords or author.

Format management facilitates turning

scanned paper documents and legacy
electronic documents into HTML or PDF
documents.

CUSTOHER Revision features allow content to be

SERVICE updated and edited after initial
SuDORT
RE - publication. Revision control also tracks
any changes made to files by individuals.

Publishing functionality allows

individuals to use a template or a set of
templates approved by the organization,
as well as wizards and other tools to
create or modify content.
es
Popular additional features may include:

SEO-friendly URLs

Integrated and online help, including discussion

boards

Group-based permission systems

Full template support and customizable templates

 Easy wizard-based install and versioning procedures

Admin panel with multiple language support

Content hierarchy with unlimited depth and size

Minimal server requirements

Integrated file managers

Integrated audit logs

The most popular content management systems include

Wordpress, Magnolia, Alfresco, Joomla, Drupal, Liferay, etc.

Email Marketing EMAIL

MARKETING

O Email marketing is when you send a commercial

email message to your 'email subscribers'-
contacts who have signed up to your email list
and given express permission to receive email
A communications from you.

Email marketing is used to inform, drive sales,

and build a community around your brand (e.g.
with a newsletter).

Modern email marketing has moved away from

one-size-fits-all mass mailings and
instead focuses on consent, segmentation, and
personalization.
 Examples of differenttypes of marketing emails

Promotional emails have a clear call-to-action

Promotional or CTA for short. The CTA represents the specific
emails: action you want the reader to take, whether it's
visit a webpage or make a purchase

Informational emails:

A newsletter share news related toyour business

(new milestones reached, new product
Newsletters: capabilities) or to highlight a product use case. A
newsletter is an opportunity to share insights,
thoughts, tips whatever brings the most value to
-

your audience.

Email is the perfect way to inform customers

Announcementsof company announcements, new releases,
changes to the service, etc.

The Benefits of Email Marketing

Email marketing will help fulfill 3 key objectives:

1. Conversions (selling your products and services)

Email marketing techniques known to increase conversion rates

include:

Emailing a discount or special offer (birthday/anniversary emails,

welcome emails, reengagement emails)

Abandoned cart emails (triggered whenever a visitor abandons a

cart at your online store)
 2. Brand awareness
A personalized marketing email is more
impactful than a social media post where you
can't be sure if someone has actually seen your
message.
| DIGITAL MARKETING
3. Customer loyalty
E Se

Email drives customer loyalty at every stage of thhe

buyer journey: lead-nurturing, conversion, onboarding,
retention

Social Media Marketing: Facebook,

Twitter and Linkedln Marketing

Social media allows even the smallest business to interact with

|the wider world. Social media allows you to create a dynamic
online presence and establish a dialogue with a wide audience
including existing customers, new prospects, your competitors
and suppliers
Facebook Marketing ne
Facebook is the most popular social network
among middle-aged adults.

Facebook is popular in both rural and

urban areas.

Facebook is popular with those at every income

|level and those of every educational background.
 (Facebook users are more engaged than
users of other social networks with 70% of
users logging on daily and 43% logging on
more than once daily.

Facebook Pros and Cons:

Facebook gives brands the opportunity to create their own

business page and offers the tools to be creative, such as
live video, offers and slideshows.

If a Facebook user goes ahead and decides to 'Like' your

page, they become you 'Follower and your posts will
appear in their News Feed. Over time, if this user is not
interested in your posts and does not 'Like' or 'Share'
them, it is possible with the algorithms that Facebook runs
that your posts will disappear from your Follower's News
Feeds.
STRATEGY

Facebook's Page Insights and Analytics will help your

business determine if your business page needs
improvement or is on track.

MARKETING
Facebook Suitability:

Facebook is ideally suited to small business, as it allows you to

fine-tune your target audience. You are able to create big bang
for small bucks if you use clever content and correct
targeting
 Twitter Marketing
O
Twitter has become a conduit for news, particularly with users
between 18 and 29.

Twitter provides a way for users to follow real-time news feeds,

and charges advertisers for the promotion of targeted messages.

Twitter's users are generally younger, with 95 million in 2014

stating they were aged between 18 and 29; (compared to 54
million users stating their age as being between 30 and 59 and
another 44 million users stating their age as 50 and above).

Twitter is far more likely to be used by people living in urban

areas and is much less popular with those in rural areas.

DIGITALMARKETING

Twitter is more popular among the affluent and the highly

educated.

Popular with celebrities, politicians, journalists and news outlets,

it is also well-liked by businesses in the tech sector.
AUDIENGE
GETING
ONLINE
Twitter Pros and Cons: COMPLETE

Twitter offers you the opportunity to 'Tweet messages of a

few sentences in a public way. The content is short and to
the point. While good for promoting an event or positioning
yourself as a thought leader, any message with substance
will struggle here.
Twitter is great for answering customer concerns in real-
time (but only if you have the ability to be available to
respond in real-time).
Twitter Suitability:

Business that want to reach journalists would benefit from

Twitter

Social Media Model

-

Models That Will Guide You Into The Social Media Landscape

The Social Staircase

The Social Staircase is a model that focus on the overall
process. It's the stuff that pays for your ticket to love.

The Social Tool Matrix

Now you know what kind of presence your business
needs. Now it's time to map the tools to make sure you
know what to keep your mouth shut, when to speak and
when to listen.

The Social Viral Spiral

This is about speed.

Models That Will Guide You Into The Social Media

Landscape

The Social Staircase

secial-stakcae-comersaion-model

Define a set of
Viral Sodial Spirals
and initiate your
conversation
Which social tools
can you use to
communicate your Conversation
What value will
brand values
you provide and
where will your Toos
target audience
Establish a fFind it?
strategy that
Supports your Presence
business

Strategy
 1. Get your strategy rightwith the Social Staircase
The Social Staircase consists out of 4 steps that guides your
brand into the conversation landscape called Social Media:
Strategy
Presence MEALTH CAR

Tools
Conversations

2. What content goes where- Outline your tactical tools

with a Social Tool Matrix
The Social Tool Matrix basically makes sure you and your
organization analyse and choose a set of social tools that
can deliver on strategy.

Tool Why Who Naming Success ROI Social

measures Spira

Website

Facebook

Twitter

strategy
Slideshare
your
on
etc.. depends

size
The

3. Get viral with the Social Viral Spiral

What the Social Spiral does is basically define where, what,
how and when you should seed that content of yours into
the social web.
 The Social Viral Spiral

Time
Intensity

Linkedin

focbook

tacebook lickr
www
delLe.w

Sphinn digg Linked Co

Vunco

Scribd

Campaign Management

Campaign management is the planning, execution, tracking, and

analysis of a marketing initiative; sometimes centered on a new
product launch or an event.

Campaigns normally involve multiple pushes to potential buyers

through email, social media, surveys, print materials, giveaways,
etc.
arke
tree
olase
A marketing campaign is a concentrated marketing effort. It's
usually focused on a singular, consistent marketing message
spread across several channels and is meant to achieve a specific
business goal.

Most successful marketing campaigns

follow the same process. That is, they:
 Understand the business' goals

Develop a strategy to meet these goals

Create marketing collateral for different channels

based on the strategy
Distribute marketing collateral and track results

Analyses results and optimize the strategy

DIGITAL
MARKETING

order to be most effective, your digital campaig

In
management team must be experienced and skilled at:
Content
Strategy
Nurturing Marketing
Strategy Strategyy
O-O

Re-Targeting Loolboooo]

Campaign eMail Strategy

Management

Product and SEO Tactics

service offers

Paid Media
Website Creation Management
Social Media
Strategy
 How to Create a Digital Marketing
Campaign Strategy

Define Your Target Decide

Choose Audience. a Campaign
a Campaign Goal. Message.

Choose Which Analyse Your Choose the

KPls to Measure. Competitors' Digital Right Medium.
Marketing Campaigns.

Set a Review Your Previous Digital

Campaign Budget Marketing Campaigns.

Steps of digital marketing campaign

Planning
Outlining goals, target customers, and campaign length

Development:
Determining a strategy, including voice and messaging,
target keywords, and offer strategy; reaching the audience,
including making campaign location and marketing
decisions; integrating with all channels; and creating
consistency
Management:
Determining the success and value of the campaign
 UNIT 4
CUSTOMERS AND
DIGITAL MARKETING

1 Live
r
asses/
Like!
Share
 n
WEB 2.0 AND MARKETING3 WEB

The increasing popularity of Web 2.0 tools, such as blogs, wikis, and
virtual worlds, is fundamentally changing how consumers use the
Web

The basic core of Web 2.0, that users can generate and share their
own content, often regarding company brands and products,
provides both potential value and challenges to marketing
practitioners

Marketers can benefit from incorporating Web 2.0 tools to: get real-
time feedback on existing products or new product ideas/concepts,
build "community" among consumers around their goods, services
or brand, leverage customer self-service, and have consumers
collaborate on developing future product strategies

Examples include hosted services (Google Maps), Web applications

(Google Docs, Flickr), Video sharing sites (YouTube), wikis
(MediaWiki), blogs (WordPress), social networking (Facebook),
es
folksonomies (Delicious), Microblogging (Twitter), podcasting
(Podcast Alley) & content hosting services and many more.
Guiding Principles:
1) Let Your Customers Contribute to Your
Marketing Content
With the advent of Web 2.0 tools is that capabilities exist
for marketers to not only communicate with customers
through traditional broadcast advertising, but also to
empower consumers to participate in several marketing
activities, including branding, product development,
product feedback, and customer service
 2) Focus on Community, Not Just Content

>Companies indicated that providing incentives is a key

driver in community involvement. While most companies
did provide small monetary rewards or prizes, such as gift
certificates, most users participated based on their
affinity to the community or the company sponsor.

3) The Authenticity of the Message is Better

when Coming from Other Customers
Most companies emphasized to us that it was critical to
monitor external social bookmarking, networking, and
shopping sites and blogs to understand the "voice of the
consumer". Companies should launch a product having
done our homework with focus groups, and the third-party
product reviews would be positive as well.

4) Experiment with Digital Media

>Leverage rich digital media such as animation, audio and
video that enables interactivity. When done well, this type
of digital media tends to attract, engage, and retain
consumers.

MESSAGE

28
FOLLOW
Ways to Marketvia Web 2.0

1. Learn about social media

First and foremost, it is critical that library staff participate in

and understand social media by learning about it first hand.

YouTube, del.icio.us, Flickr, dig, Myspace, and Technorati are

examples of new engines that you need to understand in
order to effectively use them to reach your markets.

2. Createa Web 2.0 marketing plan

Web 2.0 marketing efforts can pop up organically and some

may already be happening at your library

Tap into the creativity of your staff and users to create a social
media marketing plan

Look at your marketing, customer service, and Web site forr

natural opportunities and synergies for social media marketing

Open your mind to radical new ideas that fit the nature of
social media
 3. Participate! Join the conversation

Social media applications are two-way streets (as opposed to

the old one-way messages of standard promotion)

You can add social tools and services (such as Weblogs, wikis,
tagging, video blogs, etc.) to your library Web sites. Enable
comments on blogs and allow users to contribute to wikis

Discover where your target audiences hang out online andjoin

them

4. Be remarkable

Have something interesting to offer your viewers that they can

use, bookmark, and share on or ofline

Make sure that adding fresh content is a priority whether it's a

new booklist, podcast of an author reading, quirky facts about
your community, or a background piece on an upcoming city or
organization event
You
5. Help your library content travel Tube
Allow users to repost booklists, book reviews, photos,
podcasts, or videos on their own sites

>Post your content on sites like Flickr and YouTube where it's
easy for users to find and share it
6. Be part of the multimedia wave

Create short videos and post them to YouTube

and other video-sharing sitees

Look at creating podcasts

7. Monitor engagement and learn as you go

Evaluating social media marketing is different than just

counting Web site usage or circulation numbers

want to measure how well your library is doing at engaging

You
thepublic via social media

Sses
 DYNAMICS OF ONLINE CONSUMER
BEHAVIOUR: FIVE A'S FRAMEWORK

Internet is important channel for companies to provide

product information and offer direct sales to customers.

Websites are being designed keeping in mind concepts of

interactivity, feasibility, convenience, user requirements.

Customers' intention to purchase product may vary

greatly.

Online customer may have different social and work

environment than an offline customer.

Online Buying Behaviour

Two groups of uncontrollable factors consumer characteristics and

-

environmental influences as well as three groups of controllable

-

ones:
1) Product/service characteristics. IKI
2) Medium characteristics.
3) Merchant/intermediary characteristics.
 The Web experience as a major parameter of customer influence
is crucial for dot.com-type firms but also for multi-channel
vendors
The primary means of delivering the Web experience is the
corporate Web site

Sites delivering superb Web experience are designed in a way

not only addressing the client's product needs and expectations
but also assisting the customers through the steps of the buying
process

Consumer website visit models

Model 1. Random Surfer model

It explains consumer visits of different length

50% per page chance of leaving for the first few pages views, which
then falls to 37% per page change of exit if the visit continues.
Consider web surfing as a flip of the coin.

At each page, consumer has a chance of continue to visit or exit.

Exit pages only loosely connected to current page quality.

This model is best match for experiential surfing.

Model 2. Thelook ahead model

It explains same pattern of short visits with a different surfing

model.

Consumers are not flipping the coin rather they are maintaining a
balance between time and effort against the chance of finding the
desired information.

R
The connection is higher when the page corresponds to
accomplishing a task or clarifying that the website does not match
the visitors' goal

This model is best match for tasks directed visits.

ninee
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Lolololooo
 Type of online consumer behaviour

Task Directed Experiential

Online |>In Task directed website In Experiential
Consumer visit, the user attempts to behaviour, the user is
Behavior find out information to surfing for one's own
complete a task. benefit as a time using
User is actively engaged in
judging the
application.
A website is a form of
appropriateness and programming channel,
creditability of which either offers
information, and balancing quality entertainment
additional information on a or does not.
page against better
alternatives elsewhere.

Model of Look ahead/surfer mode The random surfer model-

Website The surfers do not have a This is a more natural
Visit chance of leaving but model for an experiential
carefully balance their time Surfer, not actively
and effort against the chance lengaged in discovery of
of finding the info they desire. specific information.

nlt
O
O
 E-metrics used to access website intent

Website Intent Parameters to be measured

Increase online sales Sales generated per visit
Total no. of items ordered per single order
placed online
Online onsumer conversion rates
Daily and weekly sales pattern
Consumer website entry and exit patterns
No. of sites linking into the website.
Source of online visit

Identification of No. of organizational forums joined.

potential customers Reponses to e-mails
Reponses to company mailers
Responses to organizational campaigns
No. of opt-ins to newsletters, promotional
schemes
Degree of positivity of online sentiments
Consumer evangelists on online forums.

Creation of re- No. of visits to complaint page

purchase intent Length of visit
Online registration
Opt-in for company mails
Joining company's online forums and blogs
Becoming consumer evangelist (online
recommendations)
 Five A Framework: Aware, Appeal, Ask, Act, Advocate

A1 AWARE
A2
APPEAL
A3
ASK
A
ACT ADVOCATE

Customers are
passively exposed to a
long list of brands
from past experience,
marketing9
communications
andlor advocacy of
others.
Customers process the
messages they are
exposed to-creating
short-term memory or
amplifying long-term
memory-and become
attracted only to a
short list of brands.
Prompted by their
curiosity, customers
actively res earch for
more information from
friends and family,
from the media,
and/or direcdy from
the brands
Reinforced by more
informaton,
customers decide to
buy a particular brand
and interact deeper
through purchase,
usage, anddor service
processes.
Over time, customers
may develop a sense
of strong loyalty to the
brand, which is
reflected in retention,
repurchase, and
ultimately advocacy to
others.

Learn about a Become atracted Call friends for Buy in-store or Keep using the
brand from others tobrands advice online brand
Inadvertantly Creale a Search for product Use the product for Repurchase the
exposed to brand consideration set of review online the first tinme brand
advertising brands Contactcall center Complain about Recommend the
Recall past Compare prices problem brand to others
expenence Try out product at .Get service
stores

I'm Buying9
I Know ILike 'm I
Recommend
Convinced

Customer A1 A2 A3 A4
Path Pre- AWARE ATTITUDE ACT ACT AGAIN
Connectivity Era

Shift Shift
#1 #2
In the pre-connectivity era, an individual customer
determines his/her own attitude toward a In the pre-connectivity era, loyalty is often
brand; in the connectivity era, the initial appeal defined as retention and repurchase; in
of a brand is influenced by the "community" the connectivity era, loyalty is ultimately
surrounding the customer to determine the defined as willingness to advocate a brand.
final attitude.

"**
A1 A2 A3 A4 A5
Customer Path in AWARE APPEAL ASK ACT ADVOCATE
Connectivity Era

** *****

With it comes lo understanding brands, customers

now actively connect with one another, building
ask-and-advocate relationship: depending on the
bias during the conversation, the connection
either strengthens or weakens the brand appeal.
Shift
#3
 THE O ZONE(03) CONCEPT OF
DRIVING CUSTOMERS

Driving from Awareness to Advocacy: The O zone (03)

In the shiftfrom a traditional to digital path it is to drive

consumers from awareness to advocacy.

A consumer's decisions across the five A's are usually influenced

by a combination of their own influence, others' influence, and
outer influence.

In
+O OWN OTHER
)+0
OUTER
the digital economy, consumer path should be redefined as the
five A's aware, appeal, ask, act, and advocate -which reflect
the connectivity among consumers. The concept of Marketing 4.0
ultimately aims to drive consumers from awareness to advocacy.
In doing so, marketers should leverage three main sources of
influence- own, others', and outer influence.

The level of experience that consumers have also determines their

consumer path.
O

8
First-time buyers of a product category typically go through the
entire five A's and rely a lot on outer influence. Thus, many first
time buyers end up buying brands with the highest share of
voice.
As they become more experienced after a few rounds of
purchase, they rely more on others', sometimes skip the appeal
stage, and perhaps switch brands.
The most experienced consumers usually have stronger own
influence.
When they have finally found their favourite brands, they will skip
most stages in the five A's and continue to use the brands
perpetually until the brands disappoint them.

The 03 is therefore a tool that helps marketers to optimize their

marketing efforts. When marketers manage to identify the
importance of outer, others', and own influence, they will be able
to decide which activities to focus on.

THE O ZONE across the customer path

OUTER

>Outer influence comes from the external sources

>It is purposely initiated by the brand through advertising and
marketing. It may be done through salesforce or customer
service.
Outer influence is manageable and controllable by the brand.
The message, media and the frequency can be planned.
>Overall customer touchpoints can be determined but customer
perception shall depend upon their experience.
 APPEAL
********** -
OUTER -.

******.

OTHERS
AWARE ASK

OWN
------
-- ADVOCATE ACT

OTHER
Other influence comes from external environment.
>lt is customers' close circle of friends and family and WOM
es,
>lt can be from other independent community to which customer
belongs.
>For a brand, it is difficult to control other' influence.

oWN
Own influence comes from within oneself.
>lt is result of experience and interaction with several brands,
personal judgement and evaluation of brands.
>Often own influence leads to other influence (WOM) and Outer
influence (advertising).
These three influences are intertwined.
Outer influence reaches first, then other influence which together
shape own influence.
 THE ETHICS OF DIGITAL MARKETING

*********************sss

What is Ethical Marketing? *****************

Ethics is the study of understanding whether what we do is

right or wrong.

Ethical marketing is the philosophy behind marketing efforts.

It seeks to promote honesty, fairness, and responsibility in all

advertising.

Ethical marketing is not a hard and fast list of rules, buta

general set of guidelines to assist companies as they evaluate
new marketing strategies.

Unethical marketing is not necessarily against the law in some

cases.
 Examples

Many people buy diet pills even though they are rarely, if
ever, effective. This is because some diet pill companies
use exaggerated and manipulative claims to essentially
trick customers into buying these products. If that same
company committed to using ethical advertising they
would probably go out of business.

Then there are those that disrupt the ethics

and morality by using anti-competitive practices

For example, bait and switch is a type of fraud where

customers are "baited" through the advertisements for some
products or services that have a low price; however, the
customers find in reality that the advertised good is
unavailable and they are "switched" towards a product that is
costlier and was not intended in the advertisements.

Why go ethical?
Classt
For companies looking to improve the image of a brand and
develop long-term relationships with customers, unethical
behaviour can quickly lead to failure.

Customers do not want to feel manipulated by the brands

they like.

Companies can use ethical marketing as a way to develop

a sense of trust among their customers.
 With that being said, Ethics resides in a grey area with
many fine lines and shifting boundaries. Many companies
behave ethically in one aspect of their advertising and
unethically in another.

For example, Dove soap ran a widely seen ad campaign featuring

"real" models. The ad was meant to promote realistic body images
and encourage girls to love the way they looked even if they were not
super models. However, other Dove ads both during and since
featured stereotypically beautiful models whose images have been
altered to hide imperfections. Dove marketed ethically in one
campaign and unethically in another

Case 1: Facebook-Cambridge Analytica Data Scandal

e1,
Major political scandal in early 2018 involving violation of
marketing ethics.

Cambridge Analytica, a British political consultancy and

marketing, advertising firm, had harvested the personal data of
millions of peoples' Facebook profiles without their consent and
used it for political advertising and marketing purposes.

The scandal erupted in March 2018 with the emergence of a

whistle-blower, an ex Cambridge Analytica employee Christopher
Wylie.

While Cambridge Analytica claimed it had only collected 30

million Facebook user profiles, Facebook later confirmed that it
actually had data on up to 87 million users with 70.6 million of
those people from the United States.
 The data likely included one's public profile, page likes, birthday
and current city, timeline, personal messages, current location.

The Trump campaign had hired Cambridge Analytica during 2016

election to run data operations, identify voters to target with ads,
where to make campaign stops and help with strategic
communication, like what to say in speeches.
For instance, if the firm knew an individual was in favour of
carrying fire arms then he would be targeted with the following
message "Did you know Hillary Clinton wants to take your gun
away?".

The idea was to target pre-identified voters with negative

messages against the rival candidate in the election. This digital
onslaught helped Trump gain 77000 votes in these three key
states which eventually carried him to the victory.

Case 2: H&M Online Product catalogue

Because of this ad, H&M is faced with a global crisis, and it still isn't
out of the woods yet.

There tailer was forced to cancel its campaign, and has received
backlash from celebrities such as LeBron James, and footballer
Romelu Lukaku.

The famous Canadian singer The Weekend actually went so far as to

terminate his relationship with the Swedish fashion chain.
t
InSouth Africa protesters
H&M retail shops.
destroyed a couple of
Common guidelines for proper ethics in digital marketing

Avoid spamming.

Spamming is the use of electronic messaging systems like e-

mails and other digital delivery systems and broadcast media
to send unwanted bulk messages indiscriminately. People get
annoyed by spam mails and messages and this is bound to
reflect poorly on the image of a brand hence spamming
should be avoided.

Avoid misleading information

This is one of the most serious ethical issues when it comes

to digital marketing. Some people create content that is
aimed at misleading consumers with contradictory and
convoluted messages. Such content has made many people
lose credibility on digital content as more and more people
just dismiss online content as that from tabloids with just
malicious intent.

Respect privacyand ask for consent @k

>Privacy is a very sensitive domain as it is top concern of the

internet generation, as seen from the aftermath of Facebook-
Cambridge Analytica Data Scandal. Asking for explicit
consent should be a norm for all digital marketers.
 Avoid biases

Marketers need to stay away from negative political, religious,

ethnic, or any cultural bias that could be termed as
controversial. It is unethical and on top of that a slight
mistake can lead to a big PR disaster that will have long term
adverse consequences on theimage of brand.

Risks associated with Unethical Digital Marketing

1) Security, cyber crime, digital signature issues

SYSTEM ERROR

Spamming
it relates to unsolicited commercial emails targeted at individuals.
It is caused by hackers who place malicious software's agents on
third party system, thus triggering off service attack.

Cybercrimes
they are done by viruses which are designed to perform unwanted
events. E.g.-Worms, trojan horses

Digital signaturesissues
involves the provision of legal equivalence between paper
it based and electronic forms of exchange, which is the goal of e
transaction laws.
sARE
STGNATURE
 2) Privacy, data usage and web tracking

Data usage TT
thereare multiple types of data such as client-server data,
consumer data, policy data, transaction data which is private. If it
is leaked, it can be a big threat to consumers.

Data tracking
there can be issues related to firms trying to track consumer
usage data and pattern

Theft and frauds

stolen data can be used or modified leading to a theft or fraud.
There can be illegal copying of data. E.g. 152 million names,
customer identities, encrypted passwords, debit credit card
numbers were exposed.

3) Trust related issues

es
Trust means that other party will behave in accordance with the
commitments, negotiate honestly and not take advantage even
when opportunity arises. Trust has following components.

Predictability
consistently sending email notifications for order confirmation
and shipping.

Reliability
it indicates the consumer that the party with which transactions
are being done is dependable and will fulfil commitments.
 Technical competence
it refers to carry out the responsibilities atthe technical level for
each transaction.

Fiduciary responsibility
keeping the interest of customers first.

4) Ethical issues

Ethics involve
Establishing accountability for the consequences of information
systems.
Setting standards to safeguard system quality to protect the
individual/societal safety.
Preserving values and institutions considered essential to the
quality of life.

5) Societal and digital divide issues

Cultural diversity
meeting the needs of culturally diverse group of consumers.

Consumer protection
responding to small claims, limited liabilities and customer return
policies.

Labourshortage
filling unfilled technological positions, managing global movement
of workforce and retention of technology workers..
 Unequal access
it is concerned with the digital divide between well-off and not so
privileged section of society with access to technology.

Digital acceptance
making the consumers accept a digital presence of products. It
means covering up the limitations that consumers are not able to
touch and feel digital products.

Social exclusions
It consumption.
involves the debate of net neutrality and its impact on digital

re
lasses/
 UNIT 5
SEARCH MARKETING
(SEO)
O

asse
 Traffic Building
A Traffic Building strategy is used to draw consumers into the store,
aisle, and/ or category. This is typically achieved by creating an
advertised promotional price with a large enough difference from the
everyday/ regular price to attract attention and draw traffic into the
category.
Traffic Building Strategies <SEO>
1. Get a Great SEO Strategy
Making a decision about what audience you are attempting to
attract and actually using words they search for is the first step
2. Use Keywords Sparingly
At one time, saturating your site with phrases and keywords
guaranteed higher ranking. These days however, oversaturated
Sites with no quality content are not recommended.
This is why using keywords in the appropriate fashion and not
too often is important. Using synonyms which are considered
to be good matches for researched keywords will be something
that search engines will like.

Do Frequent Updates
>It is much more worthwhile to create a website that keeps
people coming back for more of what you have to offer.
>Featuring an events calendar, a news feature or a blog
that is updated frequently is important.
Updating content continuously adds points and you will
score high with engines for searching. This is mainly due
to the fact that websites that have been updated recently
are up closer to the higher ranking results of your search.
 Be Search Engine Friendly
To increase traffic, you need to keep your site search engine
friendly.
Through creating a spider-friendly website, you will become more
visible as a result, rank highly and increase traffic.
>Ensure that links are included in each page to all other website
pages including site maps to ensure ease for spiders of search
engines to catalogue and explore the content of your website.

Search Marketing methods for traffic building

A digital marketingstrategy, search marketing uses paid and unpaid
techniques to earn your business increased visibility across thee
Internet. A few examples of these techniques include pay-per-click
(PPC) advertising and SEO.

Search Marketing: Uses SEO and SEM, an

unpaid and paid strategy.

Jses SEM, a paid

Search Engine Marketing: strategy.

Primary traffic building specializations include:

Search Engine Optimization (SEO):

No longer considered a stand-alone entity, good SEO is now the
result of providing searchers with a positive user experience. This
means producing relevant, high-quality content and bolstering it
with other effective inbound marketing tactics.

Pay-Per-Click:
This online advertising model is used to drive traffic to your website
through ads that typically appear on the Search engine results page
(SERP).
 Display Advertising:
Target your prospects on the websites, blogs, and social media sites where they
work, play and shop. With advanced targeting techniques we can strategically
deliver your messaging by geographic, demographic, interest, intent, behavioral
and contextual factors.

Social Media Marketing:

Social media is now an integral part of any traffic building strategy. Our experts
will work with you to identify the most relevant media platforms and develop the
most effective strategy, in line with your inbound marketing goals.

Local Search:
When your prospective customers are ready tobuy, they search locally. Local
search optimization is a specialized form of SEO that increases a local business
visibility online and improves the search ranking for geographically related
keywords.

LU!6

Mobile Marketing: E
Responsive design principles to ensure that your website can be viewed
optimally on any device. With this approach, we can help you maximize
search traffic and can provide you with the mobile conversions you need.
Search Marketing Encompasses:

SEO: Earning
traffic through
unpaid or free
listings

SEM: Buying
traffic through
paid search
listings

Search Marketing Methods that are working welltoday

Search Is Mobile
>People are conducting searches from their mobile devices. That means
your pages must be easily accessible from phones and tablets as well as
computers.
>It's important to adopt a "mobile first" mindset.

Search Is Structural and Technical

The key to SEO is simply to build a better page than anyone else on the
web.
>For each search query, Google wants to put the absolute best page at the
top of the SERPs. So your page needs to be the most relevant and the
closest match for searchers' intent.

Search ls White Hat

Gone are the days of keyword stuffing. You must do what Google wants
and what they want is to provide a superior experience for their users.
old-style gray-hat and black-hat SEO tactics were borderline illegal, and
they're definitely unethical.

Search Is Everywhere It Matters

Google is the premiere search engine, but be aware, they aren't the only
search engine in town.
 Search Engine Marketing |
Search engine marketing, or SEM, is one of
the most effective ways to grow your business
in an increasingly competitive marketplace.

of marketing a business using

It is the practice
paid advertisements that appear on search
engine results pages (or SERPs).

Advertisers bid on keywords that users of

services such as Google and Bing might enteer
when looking for certain products or services,
which gives the advertiser the opportunity for
their ads to appear alongside results for thosse
search queries.

These ads, often known by the term pay-per-

click ads, come in a variety of formats

91 Some are small, text-based ads, whereas

others, such as product listing ads (PLAs, also
known as Shopping ads) are more visual,
product-based advertisements that allow
consumers to see important information at-a-
glance, such as price and reviews.

Keywords: The Foundation of Search Engine Marketing

Keywords are the foundation of search engine marketing. As users
enter keywords (as part of search queries) into search engines to find
what they're looking for, it should come as little surprise that
keywords form the basis of search engine marketing as an
advertising strategy.
 When setting up a campaign within an SEM network, thee
marketer is prompted to:
1. Conduct keyword research and select a set of keywords related to their website or product;
2. Select a geographic location for the ad to be displayed within;
3. Create a text-based ad to display in the search results;
4. Bid on a price they are willing to pay for each click on their ad.

SEM Keyword Research

Before you can choose which keywords to use in your search

engine marketing campaigns, you need to conduct comprehensive
research as part of your keyword management strategy.

First, you need to identify keywords that are relevant to your

business and that prospective customers are likely to use
when searching for your products and services.

In addition to helping you find keywords you should be bidding

on, thorough keyword research can also help you
identify negative keywords -
search terms that you should
exclude from your campaigns. (Negative keywords aren't
terms with negative connotations, but rather irrelevant terms
that are highly unlikely to result in conversions)

This concept is known as search intent, or the likelihood

a
that a prospect will complete purchase or other desired
action after searching for a given term.

Some keywords are considered to have high commercial

intent, or a strong indication that the searcher wants to buy
something.

Examples of high commercial intent keywords include: Buy,

Discount(s), Deal(s), Coupon(s), Free shipping etc
 Search Engine Optimization
SEO stands for "search engine optimization."

In simple terms, it means the process of improving your site to increase its
visibility for relevant searches.

The better visibility your pages have in search results, the more likely you are
to garner attention and attract prospective and existing customers to your
businesss.

The search algorithms are designed to surface relevant, authoritative pages

and provide users with an efficient search experience. Optimizing your site
and content with these factors in mind can help your pages rank higher in the
search results.

Q1. Why is SEO important for marketing?

Ans. SEO is a fundamental part of digital marketing because people
conduct trillions of searches every year, often with commercial intent
to find information about products and services. Search is often the
primary source of digital traffic for brands and complements other
marketing channels. Greater visibility and ranking higher in search
results than your competition can have a material impact on your
bottom line.

Q2. What goes into SE0?

Ans. To understand the true meaning of SEO, let's
break that definition down and look attheparts:
Quality of traffic. You can
attract all the visitors in the
world, but if they're coming to Quantity of traffic. Once
your site because Google tells Organic results. Ads
them you're a resource for
you have the right make upa significant
Apple computers when really people clicking through
portion of many SERPs.
you're a farmer selling apples, from those search Organic traffic is any
engine results pages
that is not quality traffic. (SERPs), more traffic is
traffic that you don't
Instead, you want to attract have to pay for.
visitors who are genuinely better.
interested in the products that
you offer.
Effective SEO Techniques to Drive Organic Traffic
1) Improve User Experience Across Your Entire Site: Make
Your Posts Easy to Read

Write quality Formatting matters, but so do great ideas,

compelling delivery and error-free grammar
content and speling

A paragraph is a group of related sentences that

Shorter support one main idea, so if you split up a
paragraphs: paragraph, your idea can become fragmented
and your point lost

Long sentences are hard to follow on a

Mixed sentence computer or mobile device, but they can work
lengths: well when used sparingly-particularly when
mixed with shorter sentences

It makes it easier to read when you list them

Sub-headers: with bullet points

Too much text can overwhelm visitors (and will

White space: likely increase your bounce rate)

The more complex the idea, the more images

Images/screenshot: you should include

A "bounce" occurs when a user lands on a

page and then leaves without any other
interaction. The time spent on the page is
irrelevant-all that matters is that a user has
performed a single interaction on your site
by visiting that page, and only that page.
2) Optimize for Voice Search
72% of people who own voice-activated speakers say that their
devices are used as part of their daily routines
There are big differences in how voice search and text search are
used, and thus how you should be optimizing for voice search, as
well as the results that users are given

Use Long-Tail Keywords

3) Design for Mobile First

4) Focus on Topic Clusters Instead of Keywords

Google is evolving, and so is its algorithm. Its objective now is to

understand the intention of its users what they expect, what they're
looking for and, more specifically, what search results would best help
answer their query.

Do your keyword research

Use Long-Tail Keywords

5) Write Longer Content (Most of the Time)

Refresh Your Old Content:

If you're struggling to find the motivation to write a long-form

blog post, then why not just expand an existing page from,
say, 1,200 words to 2,000?
6) Take Advantage of YouTube SEO
Many SEO ers forget about YouTube when they think of O

search engines. Granted, video marketing isn't for

everyone, or necessarily for every industry, but with most
of us now having powerful video cameras on hand, there's
never been a better time to play around with video
7) Create a Diverse Backlink Portfolio
Links are still a very important part of search engine
optimization.

Contrary to what logic would tell us, sites with backlink

profiles that consist almost entirely of extremely high-
quality links may actually be flagged for a manual
review.

If you don't pass that becauseyour site

looks too squeaky clean, you could find yourself in
trouble.

8) Never, Ever Overlook Technical SEO

You could be doing everything right, but if your site's not technically
sound, it may well be underperforming.

Ensure that Your Entire Site Loads on HTTPS:

HTTPS has been a ranking factor since 2014. Sites that aren't secure, or even sites with
mixed security (i.e., some loads on HTTP and some on HTTPS- the "S" stands for
cure), can struggleto rank.
Enable AMP (Accelerated Mobile Pages) for Mobile:
Allows publishers to easily create responsive, mobile-optimized content.

Invest in Crawling Software:

TheseSEOcrawler programs are similar to Google's own crawlers, and will giveyou
insights into the technical health of your site.
9) Target Local Searchers with Landing Pages and Listings

10) Measure SEO Performance

Reporting and analytics are two critical elements of SEO- both of
which are indispensable to improving your overall marketing
strategies

SEMvs. SEO
Q3. SEM versus SEO: What's the difference?
Ans.
Generally, "search engine marketing" refers to paid search marketing, a
system where businesses pay Google to show their ads in the search results.

Search engine optimization, or SE0, is different because businesses don't

pay Google for traffic and clicks; rather, they earn a free spot in in the search
results by having the most relevant content for a given keyword searoch.

Both SEO and SEM should be fundamental parts of your online marketing
strategy.

SEO is a powerful way to drive evergreen traffic at the top of the funnel, while
search engine advertisements are a highly cost-effective way to drive
conversions at the bottom of the funnel.

Site Optimization
Q4. What is Website Optimization?
|Ans.

1. Website optimization is the process of using tools, advanced

strategies, and experiments to improve the performance of your
website, further drive more traffic, increase conversions, and grow
revenue.
 2. One of the most critical aspects of website optimization is search engine
optimization (SEO). The technique not only focuses on getting various pages of
your website to rank high in the SERPs for specific keywords but enables
prospects to find your brand in the easiest possible manner. The other critical
aspect here is on-page optimization. This technique ensures that prospects that
land on your website has the best user experience compelling them to take the
desired action and convert into a lead.

3. So, by optimizing your website, you can not only tap into an untapped market
in the most effective and efficient manner (without paying for advertising) but
open doors to more conversions and revenue gains.

4. But, while SEO is an essential part of website optimization, it's not the end-all-
be-all of optimization.

A holistic website optimization approach combines a variety of

disciplines to make sure your website performs ideally in all areas:
SEO
Copywriting
Analyticss
UX Design (Frontend)
Web Development (Backend)
CRO/Landing Page Optimization
8
Elements of Websites to Optimize
Depending on the company's goal, website optimization could include
testing:
How To Optimize Your Website Step-By-Step
1. A headline, or key messages related to
the company's value proposition. TO IMPRoVE

2. The use of visual media, like photography

or a video. RESULTS
The
FIVE STAGES MYPOTHESI

3. The length of a form, varying the number to the

EXPERIMENTAL

of required fields or the order of FRAMEWORK Y

completion. DENTIFY DHE

EXPERIM
TI ARIATIONs
4. The prominent display of customer case studies that describes
their success using your product or service.
5. The visual style, text, and placement of a call to action
(CTA) button or link.
6. The organization of the website's navigation.
7. The placement of social sharing functionality.
8. The appearance and organization of the webpage for a visitor on a
mobile device.

Q5. Why is Website Optimization Important?

Ans.
The internet is taking overthe role of "asking a friend" in all industries. So by
positioning your business correctly, you can consistently win turn people whno
had previously never heard of your company into customers.

you don't optimize your website and your content, it doesn't matter how many
If
people search for terms relevant to your business. Your site won't show up in the
results. Your website and your business won't get noticed by anyone.

But when you do optimize for search, you put yourself on the map. Consumers
will search for relevant terms, and your website and business will always show
up.

By mastering Search Engine Optimization (SEO), you will generate targeted

traffic from interested buyers.

But it's not enough to just optimize for search alone. If you only grow your traffic,
and your site's content doesn't appeal to potential customers, nobody will
convert. Visitors will bounce from your website without making a single
purchase.

Tomake use of the traffic, you also need to optimize the user experience and
efficiency of your conversion funnels.

By mastering Conversion Rate Optimization (CRO), you maximize the number of

leads and sales you generate from paid and organic traffic.

Another often overlooked benefit is that website optimization can lead to helping
the environment. So when you do optimization, you can help reduce the carbon
footprint of your website.
Q6. How Does Website Optimization Work?
Ans.
The goal of website optimization is to make your site as
appealing to search engines and real people as possible.

The first step to making anything better is to identify issues.

Below we've created a table overview of all major optimization areas,

relevant tools, and benchmarks you should meet or exceed to get
results:
Area Optimization Tool Benchmarks

Page Loading Page Speed Insights 90+ Score and subsecond first meaningful paint.
Speed

Mobile Mobile-Friendly Test No issues and a "page is mobile-friendly" message.

Usability

SEO Ahrefs, SEMRush, Moz Higher domain rating and more backlinks than top
(Backlinks& competitors.
DR)

SEO Ahrefs, SEMRush, Moz Ahrefs: Health Score of 80%+SEMRush: SEO Audit
(Technical On- Score of 80%+Moz: Page Optimization Score of 80+
Page SEO)

SEO (Content) SEMRush (SEO Writing Benchmarks depend on each keyword's

Assistant), MarketMuse competitiveness.

CRO (A/B Vwo Testing Conversion rate benchmarks depend on the industry,
Testing) but 5.5% is the average for all industries.

Keyword Advertising9
1. Keyword advertising is a form of online advertising in which an
advertiser pays to have an advertisement appear in the results listing
when a person uses a particular phrase to search the Web, typically
by employing a search engine.
2. The particular phrase is composed of one or more key terms that
are linked to one or more advertisements.
3. The most common form or keyword advertising, focused on
payment methods, is pay per click (PPC), with other forms
being cost per action (CPA) or cost per mille (CPM).

Q7. How to Use Keyword Advertising?

Keyword marketing is an investment--while you must spend money

bidding on keywords and pay for the clicks your advertisement
receives, ideally the revenue you'll gain from visitors and the
resulting conversions will make your keyword advertising
investment well worthwhile.

The amount you must spend buying keywords when you advertise
on Google through bids is determined by how competitive a
keyword is. The secretto keyword based advertising is discovering
your sweet spot of less competitive (and therefore less expensive)
and yet highly relevant keywords through keyword research.

Relevance to Online Marketing

Keyword advertising is one of the most effective methods of
advertising on the Internet, because customers are targeted while they
are actively searching for information. In addition, this form of
advertising is considered cost-effective and promises high click and
conversion rates. There are various ways to segment customer
requests and to target specific target groups with keyword targeting.

When bidding, it is recommended to split the keywords into different

areas. That way less competitive keywords and especially long
tail combinations can result in traffic and conversion without having to
pay high bidding fees.

You can also distribute your keyword advertising across different

search engines. This is particularly useful when the target groups are
located in other countries, where other search engines are more
commonly in use.
Internet Marketing Metrics
Overall Website Traffic:
"All Traffic" (from Google Analytics) will show you how many people
visited or engaged with your site in total. It can be broken up into
SOurce/medium, which describes where your traffic comes from.
How to Measure: Google Analytics dashboard.
Channel-Specific Traffic:
These metrics depend on where people were immediately before
arriving at your site. The channel is the type of door they used to
enter your site.
Total Conversions:
When someone evolves from a simple user visiting your site to a
paying customer.
Bounce Rate:
Your site's bounce rate is the average number of visitors who left your
website after only visiting one page-the page they came in on (the
"entrance page").
Search Trends:
This can be a great way to tell whether you're targeting the right
Keywords Tor your campaign.
New Vs. Returning Visitors:
An increase in new users could be a response to getting mentioned
on a popular website where you earned a guest blog, a freshly
published press release, or increased budget fora paid campaign
(Facebook, PPC or Banner Advertisement).
Queries

Top 10 Organic Landing Pages:

Also known as "entrance pages," these are the individual pages
where visitors enter your site after performing a search on a search
engine. This metric tells you which pages on your website are the
most visible in search engines.
User Demographics:
Google Analytics will give you a little demographic
information, with easy views to age, gender, location, and
even some interest information. See where your users
arecoming from,and whether it's relevantto your goals.
Brand Sentiment:
Not all publicity is good publicity. You should be gauging
sentiment of online conversations regarding your
company.
Average Session Duration:
Depending on your website's function (informational,
ecommerce, etc.) or the industry, the time on site metric
can vary in its relevance to your campaigns.
Exit Rate:
The Exit Rate metric will show you exactly where they left
after they reviewed your content. Unlike Bounce Rate
which triggers when someone views only one page, Exit
Rate tells you where the user lost interest after spending
some time exploring.
Social Engagement:
Social Engagement reflects the total number of
interactions made on any given social media post.
Overall ROI:
The return on investment marketing metric should come
as no surprise as it serves as a true baseline for success.
Basically, ROl equates to how much you spent
(investment) vs. how much you earned (return).