Unit-1: Online marketing foundations (CO1, LO1) – 14 Sessions

Digital marketing strategy - exploring digital marketing - starting with a website - user experience design
(UXD) - user interface design (UI), Content marketing - foundations of content marketing - creation of
content plan - content creation and promotion - measuring content effectiveness - designing and developing
blogs - creating, promoting and measuring blog content - using newsletter in content - using photos in content
marketing
INTRODUCTION
TO
DIGITAL
MARKETING
 Marketing is a process of identifying
customers’ needs and satisfying those
needs by delivering the products or
services by creating the value for
customers as well as for the business
What is Digital Marketing ?

“Digital marketing is the practice of promoting

products and services using digital
distribution channels to reach consumers in a
timely, relevant, personal and cost-effective
manner”
(Reitzin, 2007)

Digital Marketing is the process of

MARKETING of Products and
services by using internet and digital
devices like computers, tablets,
mobile phones etc
 PHILIP KOTLER SAYS…………..

Digital marketing is a form of direct marketing which

links consumers with sellers electronically using
interactive technologies like emails, websites, online
forums and newsgroups, interactive television, mobile
communications etcetera (Kotler and Armstrong,
2009).
 30%

20%

15% 15%

Digital
13%

Cinema
4%

Radio
OOH
Source :Group M
TV

Print

Projected Change in % from 2017-18

 EXPLORING
DIGITAL MARKETING
What Are the Types of Marketing?

Marketing is divided into four types, according to a

categorisation by Philip Kotler, International Marketing Chair
Holder at Northwestern University since 1988:

Marketing 1.0
Marketing 2.0
Marketing 3.0
Marketing 4.0 (DIGITAL MARKETING)
Marketing 5.0
 EXPLORING DIGITAL MARKETING
VERSION MEANING
MARKETING 1.0 Marketing 1.0 is what most of the companies do. It’s about creating good
quality products and generating revenue by offering them to an audience.
MARKETING 2.0 Marketing 2.0 is about understanding consumers’ behaviour and adjusting
products and services accordingly. This is possible thanks to the progress
made by digital analytics tools.
MARKETING 3.0 Marketing 3.0 is about providing ‘product, service and value’ at the same
time. It’s about understanding the context in which consumers operate and
providing value to improve their current scenario.
MARKETING 4.0 Marketing 4.0 is about merging online and offline initiatives. It’s the most
(Digital Marketing) recent of the marketing definitions and it’s based on 5 A’s.
MARKETING 5.0 Technology for Humanity, Sustainability, Providing value to the customers.
AI, NLP, AR, VR, IoT, Block chain, sensors, robotics.

The 5 A’s of marketing 4.0 are: The 5 D’s of Digital Marketing are:
Ask Digital Devices
Advise Digital Platforms
Assess Digital Media
Assist Digital Data
Arrange Digital Technology
 DIGITAL DEVICES
5 Ds
Laptop and desktop
computers DIGITAL MEDIA
Mobile phones
Tablets The 5 D’s of Digital Marketing Online advertising
Smart TVs are: Social media marketing
Gaming devices Messaging
Smart watches Digital Devices Email marketing
Digital Platforms
DIGITAL PLATFORMS Digital Media
Digital Data
Digital Technology DIGITAL
Social media TECHNOLOGY
Search engines
Websites Artificial intelligence (AI)
DIGITAL DATA
Augmented reality (AR)
Contact forms Virtual reality (VR)
Surveys
Apps
UNDERSTANDING THE DOMAIN OF
DIGITAL MARKETING
Website Planning Search Engine
Search Engine
and Development Optimization
Marketing
(SEO)
Email-
Display Social Media
Marketing
Advertising Marketing

Content Mobile Affiliate

Marketing Marketing Marketing

Online Digital
WEB Analytics Reputation Marketing
Management Strategy
 8 STEP
DIGITAL MARKETING PROCESS

Choose
Define Your Know Your Take Stock of Marketing
Goals Audience Your Assets Channels

Measure & Automate Design Your Plan Your

Optimize The Work Flow Promotion Content
Digital Marketing Strategy
 Digital Consumer Behaviour

Consumer Experience

Desire Acquisition Use / Disposal /

Consumption Divestment

• Problem • Search • Set-up • Discarding

Recognition • Shopping • Preparation • Re-Using
• Need arousal • Selection • Customisation • Recycling
• Deprivation • Decision • Consumption • Reselling
• Wants Making & • Enjoyment • Donating
• Wishes & Choice • Sharing • Storing away
Aspirations • Purchase • Storage • Replacement
• Interests • Shipment/ • Maintenance • Hoarding
• Tastes Transportation
• Satisfaction • Consumption
• Gift Withdrawal
• Possession
• Rental / leasing
• Collection
• Borrowing
• Mental
• Stealing Consumption

Consumer Learning
 starting with a website –
User Experience Design (UXD) –
User Interface Design (UI)
 TYPES OF WEBSITES
1 Business Websites 11 Informational Websites
2 Brochure & Catalog Websites 12 Inforprenuer Websites
3 E-Commerce Websites 13 Social Media Websites
4 Non-Profit Websites 14 Online Community Websites
5 Educational Websites 15 Wiki Websites
6 Business Directory Websites 16 News and Magazines Websites
7 Portal Websites 17 Entertainment Websites
8 Search Engine Websites 18 Photo-Sharing Websites
9 Crowd-funding Websites 19 Personal / Autobiographical
Websites
10 Portfolio / CV Websites 20 Blog Websites
User
Experience
(UX) with
Website
Basics of Website Design
Introduction:
A website is a collection of different types of
data, which can be anything like text, graphics,
videos etc, combined together to provide some
kind of useful information.
All the data found on a website is bounded
together by code, which can range from simple
markup like Html to less Simple scripting
languages like PHP, Perl or Asp.
To find out about different types of websites,
we will have to think how they are different
from each other.
The difference can be based on the purpose
the website serves or the technology/method
by which it was implemented or made.
 On August 6th 1991 the very first
‘Web Site’ was produced by Tim
Berners-Lee.
History: He further developed a number of
earlier ideas such as Hypertext and
HTML (hypertext markup language)
and used it to link documents across
a network and you could access
these pages using a browser.
The idea caught on and other
people created their own sites,
linking them to each other. This
quickly became known as the World
Wide Web.
Types of • Static
• Dynamic
Based on
Websites Design • Responsive

• Standard
• Blogs
Based on
Content • E-Commerce
 Websites are organised as pages of
information.
A website is a group of pages usually
Website produced by the same people about
the same topic.
Structure Most websites have a home page that
provides links to allow the user to easily
move around the pages on the website.
Each page on the website has its own
unique address to identify it on the
world wide web. This is know as its
URL.
URL is short for Uniform Resource
locator.
This is the web address you see at
the top of the page
Website Structure

LINEAR HIERARCHICAL
STRUCTURE STRUCTURE
 A hyperlink is a point on a page
that when clicked on will take the
user to another location.
Hyperlinks The hyperlink can be text, an icon
or a picture.
The pointer generally changes
shape to a hand when it is over a
hyperlink.
Text hyperlinks are often a
different colour to the main text.
A hyperlink has hidden code
embedded in it which tells the
browser where to move to.
 Two types of hyperlink can be written in HTML
code;
internal and external.
Hyperlinks Internal Hyperlink
An internal hyperlink takes the user to a
new location within the current page or
website. This is often used with menu
systems at the top of a page.
An internal link has a hyperlink and an
anchor point on the same page or a
reference to another page on the website.
External Hyperlink
An external hyperlink will take the user to a
completely new web page on a different
website.
The external hyperlink shows the URL
(Uniform Resource Locator or address) of
the web page the user will be taken to.
 Usability
A successful website has to be easy
Good to use. Users will give up if they
cannot find what they are looking
Design for quickly.
This is known as the usability of a
of website.
Accessibility
Website There can also be reasons why some
people find it difficult to use a
website due to physical difficulties.
Using ways to help people with
these difficulties improves the
accessibility of a website.
 Vision Impairment
Ensure text is not too small.
Accessibility Make sure that foreground
and background colours
contrast.
Take care when using
certain colours.
Allow mobile versions
interfaces to be viewed on
large screen.
Allow keyboard shortcuts to
reduce mouse use.
Have a spoken version of
text available.
 Hearing Impairment
Subtitles can be added to
video and audio clips.
Accessibility Physical Impairment
This includes limited or lack
of motor control in the
hands and arms which can
prevent or hinder a
potential user from selecting
items or inputting data.
There are many devices that
allow physically impaired
users to communicate with
a computer and they are
generally replacements for
keyboards.
 Visual Layout
This refers to how the screen
looks.
User A good layout can help a user
locate objects on the screen,
identify different areas easily and
Interface aid navigation.
Laying objects out in a grid
pattern improves the visual layout
of an interface.
This helps the user locate similar
items such as menus, dialogue
boxes or control panels.
It is important to group similar
objects together.
Objects with the same colour are
from the same group.
 Navigation
This refers to how you work
your way around the
User website.
Navigation should be easy to
Interface find.
It should be consistent. i.e.
(UI) in the same place on each
page, same style, type and
colour.
Remind the user where they
are. e.g the current page
title is often shown in a
different colour on the
menu.
 Selection
This refers to how you
select objects, links and
User make choices when
entering data.
Interface These can include:
(UI) Drop down and Pop
up menus.
Hyperlinks on words
or images
Radio buttons, check
boxes and or/text
entry.
 Consistency
This refers to keeping
webpages having a similar
format to make it easier for
User the user to navigate.
Internal consistency
Interface The appearance and
layout of menus should
(UI) be the same throughout
the website.
External consistency
Should match what other
websites do, e.g. Main
menus are generally at
the top or left hand side
of the screen.
 Interactivity
This refers to how the user communicates
with the website.
Clicking hyperlinks.
Choosing from menus.

User Filling in forms on screen.

Responding to events e.g. When playing
a game.
Interface Readability
This refers to how easy it is for the user to

(UI) read and understand the information on

the website.
Factors which affect this include:
The age and reading ability of the user.
The average number of words in each
sentence.
The average number of syllables in each
word of text.
The frequency of technical language
used.
The size of text and font used.
CONTENT MARKETING
 CONTENT MARKETING

Content marketing is a form of marketing focused on

creating, publishing, and distributing content for a
targeted audience online.

Content marketing is a strategic marketing approach

focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly
defined audience — and, ultimately, to drive profitable
customer action.
 Significance of Content Marketing

1. It engages individuals on their own terms, using buyer personas.

2. It’s based on interactions buyers have with your brand, and
mapped directly to their buying stages.
3. It tells a continuous story, with a unified narrative that evolves
throughout a customer’s journey.
4. It’s the right fit for your channel – whether it’s being used on your
website, in email, on social, or elsewhere
5. It has a clear purpose, and a clear call-to-action for your audience
to follow.
6. It has pre-defined metrics, and is designed to be measurable.
7. It is created in the most efficient, effective way possible – without
sacrificing quality.
8. Content marketing, on the other hand, allows marketers to become
publishers – build their own audiences, and attract their own
attention.
 It helps create backlinks
It increases Brand
for search engine
Visibility
optimization (SEO)

What
content It encourages conversion
It inspires Social Shares
rate optimization (CRO)
does?

It generates new
It optimizes the website
customers and retains
for long-tail keywords
current customers
 THREE Major Benefits

1. You build awareness for your brand.

2. You create preference for your brand.

3. You reach more buyers and customers, at lower costs

Benefits of
Content
Marketing
Content Marketing Foundations
[Components of Content Marketing]

Customer Persona
Tone of the Content
Info in Content
Types of Content
 To create Content, first create your Customer Persona

Buyer personas are, essentially, fictional

representations of your buyers.
In the process of researching and creating these
personas, you’ll learn who your buyers are – and
define how best to market to them.
Your buyer personas will uncover your
audience’s top concerns, consumption
preferences, and goals – all of which will help
you create content that engages your buyers.
 Why Create Buyer Personas?

[1] They determine which kind of content you need.

[2] They set the tone, style, and delivery strategies for your content.
[3] They help you target the topics you should be writing about.
[4] They tell you where buyers get their information and how they want to consume it.
Basing on Persona, Build the Content Voice
What to include in CONTENT?

[] Product / Service Description

[] Firm Description
[] Story about the Firm/Product/Service
[] Story telling around the Target Customer
regarding Needs/Wants and how needs & wants
will be satisfied with product/service.
[] Product/Service Comparison.
[] customer testimonials.
[] Review by an expert/blogger.
Types of Content
E-Books

Ebooks are one of the most common forms of content marketing, especially
in the B2B world. These digital books vary widely in length, level of design,
and subject matter, but typically follow a narrative from start to finish, have
some element of design, and contain educational, informational material. The
more valuable and relevant your ebook is, the better success you’ll have
enticing your audience to share and download it.
Cheat Sheets

Cheat sheets are short, snappy summaries of a specific topic.

Generally no more than a few pages long, cheat sheets are typically
designed to be printed and displayed for easy reference. Cheat
sheets often include checklists and bullet points, so that readers
can quickly absorb, and act on the information
White Papers and Reports

Whitepapers and reports are informational, educational, and are

typically are only minimally designed. To enhance credibility, you
may want to work with a third party source to create these assets,
or purchase the rights to an externally created report.
Infographics

These graphics present complex information using a combination

of images and text to simplify core concepts. Infographics attract
backlinks and add visual interest to dense material. Marketers can
use infographics to attract buyer attention and simplify
complicated information, like warnings and instructions. Because of
they are a longer form visual, you can use infographics to present
facts and data that are too complex for a single graph or chart.
Slide Decks

Slide decks are often created in PowerPoint, and are intended to be

viewed sequentially, like a presentation. Slide decks tend to be
highly designed and visual, rather than text heavy, for easy
consumption. Like infographics, slide decks are best for breaking
down complex information into a digestible form, and can be
posted to sites like SlideShare to expand your viewership.
Videos

Videos can achieve multiple objectives – they can improve

branding, demonstrate instructions, answer questions, provide
customer reviews, and/or entertain your audience. Based on the
production quality and timeline, videos can be a big investment, so
maximize your time and money by integrating the footage with the
rest of your marketing plans. This usually involves developing all of
your content at the same time, so think ahead.
Blog Posts

A company blog is a great place to share educational thought

leadership, industry insight, upcoming events/ announcements,
and awesome new content. But maintaining a blog is different than
other types of content marketing as it requires continuous update.
Case Study

Often the most compelling story comes from your current

customers. Just because a case study is a more traditional content
medium does not mean that it should be overlooked or that it
doesn’t provide high value. The best way to use a case study is to
talk about the light, not the candle that produces it, meaning the
story that you share is about the value, outcome and results versus
the tool, product or service
 Research Article

Research papers or articles are the research findings of a researcher's or researchers' original research
presented, whilst review papers or articles are the summarized form of related research done by other
researchers in a concrete form.
 Podcasting

A podcast is an episodic series of spoken word digital audio files that a

user can download to a personal device for easy listening. Streaming
applications and podcasting services provide a convenient and
integrated way to manage a personal consumption queue across many
podcast sources and playback devices.
 USING NEWS LETTERS IN CONTENT

An newsletter is a periodical
content / letter sent by a
person or business
containing news, updates,
curated content from the topic
that you signed up for.

Typically, the purpose of a

newsletter is to promote a
product or service and create
an individual touch point with
your email subscribers.
Objectives could be things like
improving your open rate and
click through rate, gaining new
subscribers, or creating your
best email yet in terms of
conversions.
 The
Content
Marketing
Cycle
 Content Marketing Strategic Framework

Framework What this means

Element

Purpose and Goals Why are you creating content and what value will it provide?

Audience For whom are you creating content and how will they benefit?

Story What specific, unique and valuable ideas will you build your content
assets around?

Process How will you structure and manage your operations to activate your
plans?

Measurement How will you gauge performance and continually optimize your
efforts?

Source: Content Marketing Institute

 Content Purpose Blueprint

Possible Goals Content Examples

Create imagery of or claims that evoke pleasure or Images, words, video

fun when visitors encounter the corporate
offering
Share access to original ideas or designs Behind the scenes, blueprints, shared reports

Demonstrate organizational values, including Content from the CEO such as published letters or
beliefs, principles, or way of acting or operating videos, blog posts, annual reports, shareholder
meeting content

Highlight associations with originality in design of Trademarks, patents, brand story-telling, product
products, services, ideas, or facilities; exceptional articles, product hero features, examples of
quality of corporate offerings exceptional customer service

Showcase the heritage of the organization and its Brand story-telling, imagery, videos, product
leaders, or references to historical background development and evolution, links to working
practices.
Content Purpose Blueprint (Cont…)

Possible Goals Content Examples

Explain the sustainability and corporate Videos showing examples of the corporate social
responsibility programmes, decisions, or responsibility programmes
actions

Generate customer acquisition, conversion or Focused content relating to the desired

retention behaviour, such as emails containing a time-
limited offer.

Save costs through better targeting Focused contend based on the audience group,
such as emailing offers to students towards the
end of term when money is in short supply

Source: Adapted from Molleda

Strategic Content building Blocks for awareness

Audi and
Words Images Interactive
Video

• Company • Sponsorship • Adverts • Quizzes

New Stories Images • Brand Stories • Competetions
• Facts • Awards • Customer
• Statistics • Banners Stories
Industry News • Posters
Blog articles
Strategic Content building Blocks for Conversion

Audi and
Words Images Interactive
Video

• Time Limited • Product • Animated GIFs • Apps

Offers Images Podcasts Live Chats
• Polls & Surveys Diagrams Video
• Endorsements Illustrations Storytelling
• Interviews Online Demos
• Testimonials Live Streaming
• Q & As
 Strategic Content building Blocks for Retention

Audi and
Words Images Interactive
Video
• Emails • Happy • Nudge • Online tools
• Newsletters Customers Campaigns • Apps
• PDFs • Detailed • Webinars • Games
• eBooks Product Pics • Podcasts
 Number of Views
Number of Visits
Number of downloads
Number of Shares

Content Completed forms

Subscribers
Measurement
Comments
Number of new Customers
Increase in sales Revenue
Reduce costs
 POEM Model
Paid
Owned
Earned Media
It described three types of
media, rather than content

Who Creates The Content? POSE

Paid
Owned
Shared
Earned
Amended Model
User
Advantages:
Generated
• It costs nothing to create content
Content (UGC) • Boosts search engine results
or User- • Users’ actions in social media are
shared with their networks, as well as
Created across the brand pages.
Content (UCC) • Increased Credibility

Disadvantages
• Outside the organizational’s control
• Content can be unpredictable
Content Audit

It is the action of checking all organization’s content

online and compiling it into a large list.

This takes place for two The need to check that the brand is consistent
across a range of platforms
reasons: For search engine optimisation analysis

Full content inventory

Types of Content Audits Partial content inventory
Content sample
Content
Management
Content Gating
Paywalls
BEST Principles for Content
Marketing

BEHAVIORAL ESSENTIAL STRATEGIC TARGETED

Content
Themes Explore your stories
Explore
and • Write, talk, illustrate

Content Optimiz Optimize your Content

e •Re-write
Promotion •Add in more SEO
•Keywords

Framewor Publish Publish your Content

• Add to your own website or blog
k • Share with fans and advocates

Promote Promote your Content

• Add to email Signatures
• Talk about your social spaces

Harness Harness fans and followers

• Give them exclusive early access
• Provide different imagery
Content Maximiser

5. Summarise the
6. Record an interview
Conduct a Survey & highlights as a poster
and publish as a podcast
transform into 8 pieces and share on your blog
on your blog, as well as
of Content or professional social
podcast libraries
networks

4. Graphically illustrate 7. Film one of the team

1. Write a white paper
the key points of the talking about the key
about the findings & add
survey as an infographic, points from the survey &
to website,
add to Pinterest, add to Pinterest,
downloadable from blog
Instagram YouTube

3. Write a blog article

2. Create a summary of 8. Schedule and share
aboutg the survey and
the survey in ppt & add bite-sized elements of
post to your blog or as a
the slides to SlideShare, the story via social
guest post on another
bookmark media
blog
designing and developing blogs -
creating, promoting and
measuring blog content
 Blogging

Blogging refers to writing, photography, and other media that's self-

published online. Blogging started as an opportunity for individuals to
write diary-style entries, but it has since been incorporated into websites for
many businesses.

Blog Marketing is a content marketing strategy. The marketing strategy

uses blogs to address potential customers directly and individually, thus
achieving customer loyalty for their own brand. This type of marketing uses
viral marketing methods in which an interest group is built based on a blog.

Blog marketing is the process of reaching your home business' target

market through the use of a blog. Initially, business owners had a blog
separate from their websites, but today, you can easily integrate the two to
make it easier for you to manage, as well as easier for visitors to access.