& MADE BY RICHIE RICH “© ga pal F cover feu gE Uk topics WH aE B areas 81 GLA ga pdf at fot at were @ Uf Te wear 31 ga pdf wt SATA A google ar wRGR watt fre TAT 81 BH content # gfe at WA wet ere 8, we ee pdf oT sea feet at ureaait ot Sa ugar ae 81 Fa pdf a araherew wa CPi dash fea entrar 81 PUT on sifaA We ge pdf aT aria aIContents 1) Display marketing ecosystem in digital marketing 2) Pricing methods Evolution of social media channels 3) Brand Building-PR and Customer Engagement on social media 4) Social Media Marketing; SMM v/s SMO, Benefits of SMM 5) Affiliate Marketing 6) Considerations in building and managing content in a digital environment 7) Concept of Active Listening Significance and practices in digital era 8) Digital Strategy Measurement Framework (DMF) 9) Common ways to measure and improve ROI of digital strategies 10) Content Marketing: a) Creating Blog-Vlog b) Podcasting c) RSS d) Product Opinion Sites and Forums 11) Role of web analytics in digital decision making 12) Legal and ethical issues in Digital MarketingDisplay marketing ecosystem in digital marketing The digital marketing ecosystem is a complex and ever-evolving network of technologies, platforms, and strategies that businesses use to connect with their customers online. Display marketing is a key ‘component of this ecosystem, and it plays a vital role in helping businesses to reach their target audiences, generate leads, and drive sales. The display marketing ecosystem can be divided into three main categori + Ad networks and exchanges: These platforms connect advertisers and publishers, allowing advertisers to buy space on publishers’ websites and apps. * Data and analytics providers: These companies collect and analyze data about consumers’ online behavior, which helps advertisers to better understand their target audiences and create more effective campaigns. + Creative agencies and ad tech vendors: These companies help advertisers to develop and execute their display marketing campaigns. How display marketing works :» Display marketing works by delivering targeted ads to consumers as they browse the web. These ads ‘can be in a variety of formats, including banner ads, rich media ads, and video ads. * Reach a large audience: Display ads can be delivered to a large audience of potential customers across the web. * Target specific audiences: Advertisers can use a variety of targeting methods to reach their ideal customers. ‘* Drive traffic to your website: Display ads can be used to drive traffic to your website, where you can convert visitors into leads and sales. * Build brand awareness: Display ads can be used to build brand awareness and increase visibility for your business. Pricing methods Evolution of social media channels The pricing methods for digital marketing on social media channels have evolved over time. Social media platforms have become integral to digital marketing strategies, and businesses use various pricing models to reach their target audience effectively. Here's an overview of the i ich i i marketing: 1, Organic Reach Free): In the early days of social media marketing, businesses could build and ‘engage with their audience without having to pay for visibility. Organic reach relied on creating high-quality content and building a strong following. However, as social media platforms evolved, organic reach declined, making it harder for businesses to reach their audience without paid promotions. in digital2. Pay-Per-Click (PPC): PPC advertising, also known as cost-per-click (CPC), became popular on platforms like Facebook and Twitter. Advertisers pay only when a user clicks on their ad, making ita cost-effective way to drive traffic and conversions. 3. Cost-Per-Mille (CPM): CPM is a pricing model where advertisers pay a set rate for every 1,000 impressions of their ad. This model is often used to increase brand visibility and reach a broader audience. 4, Cost-Per-Action (CPA): CPA pricing focuses on conversions and performance-based advertising. Advertisers pay only when a specific action is taken, such as a form submission, app download, or sale. This model aligns the advertiser's goals with their spending 5. Social Media Advertising Auctions: Social media platforms like Facebook and Instagram se auction-based pricing models. Advertisers bid for ad placement, and the platform determines the cost based on factors like bid amount, ad relevance, and audience targeting. This real-time bidding system ensures competitive pricing. 6. Dynamic Pricing: Some platforms offer dynamic pricing, where the cost of advertising varies based on factors like the time of day, the day of the week, or the audience's characteristics. Advertisers can optimize their spending for maximum impact. 7. Influencer Marketing: Influencer marketing involves collaborating with individuals or influencers who have a significant following on social media. Pricing varies based on the influencer's reach and engagement metrics, with some influencers charging a flat fee, while others work on a commission or performance-based model. 8. Subscription Models: Some social media platforms, like LinkedIn, offer subscription-based models for businesses looking to advertise and promote content to specific audiences. Advertisers pay a monthly fee for access to enhanced targeting and promotional features. 9, Advanced Targeting: As social media platforms have collected more user data, advertisers can target their ads with incredible precision. This has led to advanced pricing methods where advertisers. pay more for reaching a highly specific and relevant audience. 10. Video Advertising: With the rise of video content on social media, platforms like YouTube and TikTok offer pricing models that focus on video advertising, such as cost-per-view (CPV) or cost-per-thousand-views (CPM). The evolution of social media channels in digital marketing has been marked by increasing complexity, data-driven decision-making, and a shift toward performance-based advertising, Advertisers now have more options to tailor their campaigns to their specific goals and budgets, and they can measure the results more accurately than ever before. Social media advertising has become a dynamic and essential component of the overall digital marketing strategy for businesses across various industries. Brand Building-PR and Customer Engagement on social media Building a strong brand and engaging with customers on social media are crucial components of any modern marketing strategy. Here are some tips and strategies to help you effectively build your brand through PR and engage with customers on social mediaEEMRMe MI neko ase 1, Define Your Brand: Before you can build a brand, you need to clearly define what your brand stands for. What are your core values, mission, and unique selling points? Your brand should be authentic and resonate with your target audience. 2. Create a Compelling Brand Story: Craft a compelling narrative that communicates your brand's history, purpose, and values. People connect with stories, so make sure your brand's story is relatable and engaging, 3, PR Campaigns: Implement PR campaigns that highlight your brand's strengths and achievements. Press releases, media outreach, and partnerships can help get your brand in the public eye, 4, Leverage Influencer Marketing: Collaborate with influencers who align with your brand values and target audience. Influencers can help spread the word about your brand to their followers. 5. Leverage User-Generated Content: Encourage your customers to create and share content related to your brand. This can include product reviews, testimonials, and creative user-generated content. 6. Engage in Community and Philanthropic Initiatives: Engaging in community and philanthropic efforts can enhance your brand's image and demonstrate your commitment to making a positive impact. 1, Choose the Right Platforms: Focus on the social media platforms that align with your target audience and industry. Each platform has its unique demographic and content style. 2. Consistent Branding: Maintain a consistent brand image, including your logo, color scheme, and messaging across all social media profiles. This creates a cohesive brand identity. 3, Content Strategy: Develop a content strategy that provides value to your audience. Share informative, entertaining, and engaging content that aligns with your brand's values and interests your followers. 4. Engage in Conversations: Respond promptly to comments, messages, and mentions on social media. Engaging with your audience in a personal and friendly manner can build a strong connection. 5. User-Generated Content: Encourage customers to create content related to your products or services and share it on social media. Acknowledge and promote user-generated content to build trust and engagement. 6. Run Contests and Giveaways: Hosting contests and giveaways can boost engagement and create excitement around your brand, Ensure that the contests align with your brand values and objectives,7. Live Video and Stories: Utilize live video and Stories features on platforms like Instagram and Facebook to provide real-time updates, Q&A sessions, and behind-the-scenes glimpses of your brand. 8. Social Listening: Monitor social media for mentions of your brand and related industry keywords. Respond to feedback and address customer concems promptly. 9. Analytics and Data; Use social media analytics tools to track the performance of your posts and campaigns. Adjust your strategy based on what works best for your audience. 10. Adapt to Trends: Stay current with social media trends and adapt your strategy accordingly. This might involve incorporating new features or addressing emerging topics. Building a brand and engaging with customers on social media is an ongoing process. Consistency, authenticity, and a genuine commitment to meeting the needs of your audience are key to success in this digital age. Social Media Marketing; SMM v/s SMO, Benefits of SMM Social Media Marketing (SMM) and Social Media Optimization (SMO) are two related but distinct strategies for leveraging social media platforms to achieve various marketing goals. 1. Social Media Marketing (SMM): Definition: SMM involves using paid advertising and promotional techniques on social media platforms to reach a specific audience and achieve marketing objectives. * Paid Advertising: Running paid ads on platforms like Facebook, Instagram, Twitter, Linkedin, etc. * Sponsored Content: Promoting posts and content to expand their reach. . Influencer Marketi Marketing: Collaborating social media influencers to promote products or services. * Analytics and Data Tracking: Measuring and analyzing the performance of campaigns. « Targeted Reach: SMM allows you to reach a specific, welldefined audience based on demographics, interests, behavior, and other criteria * Quick Results: Paid advertising can deliver fast results, making it suitable for timesensitive campaigns. * Measurable ROI: You can track and measure the effectiveness of your campaigns and adjust them in realtime. Wider Reach: SMM can help you reach a broader audience beyond your existing followers. * Brand Awareness: It's effective for increasing brand awareness and visibility.2. Social Media Optimization (SMO): Definition: SMO focuses on optimizing your social media profiles and content to enhance their visibility and engagement organically, without paid advertising * Profile Optimization: Making sure your profiles are complete, up to date, and aligned with your brand. © Content Strategy: Creating and sharing valuable, shareable content that resonates with your audience. * Engagement: Actively engaging with your followers, responding to comments, and fostering a sense of community. * Hashtag Usage: Using relevant hashtags to increase the discoverabilty of your content. © Organic Growth: SMO aims to grow your social media presence without the need for paid ads © CostEffective: It's generally more costeffective than SMM as it relies on organic strategies. * Brand Credibility: An optimized social media presence can enhance your brand's credibility and trustworthiness * Community Building: SMO fosters a community of engaged followers who can become brand advocates, « Increased Visibility: SMM can expose your brand to a larger audience through paid advertising, * Precise Targeting: You can target specific demographics and interests, ensuring your message reaches the right people. * Lmproved Conversions: SMM can drive website traffic and lead to increased conversions, such as sales, signups, or downloads. « Enhanced Analytics: Social media platforms offer robust analytics to help you understand campaign performance and make datadriven decisions. * Competitive Advantage: Staying active in the social media advertising space can give you an edge over competitors. In summary, both SMM and SMO play essential roles in a comprehensive social media strategy. SMM is ideal for quick, targeted results through paid advertising, while SMO focuses on organic growth and community building by optimizing your social media profiles and content, The choice between these approaches depends on your goals, budget, and the nature of your business. Often, a combination of both SMM and SMO can yield the best results in the long term.Affiliate Marketing Affiliate marketing is a performance-based marketing strategy in which a business rewards one or more affiliates for each visitor or customer brought by the affiiate's own marketing efforts. MRP emcee me 1. The affiliate marketer signs up for an affiliate program and chooses a product or service to promote. 2. The affiliate marketer generates a unique affliate link, which they then share on their website, blog, social media, or other marketing channels. 3. When a customer clicks on the affiliate link and makes a purchase, the affiliate marketer earns a commission on the sale. ERIS eemeein * Low cost: Affiliate marketing is a relatively low-cost marketing strategy, as businesses only pay affiliates when they generate results. '* Scalability: Affiliate marketing is a highly scalable marketing strategy, as businesses can partner with as many affiliates as they want. ‘* Performance-based: Affiliate marketing is a performance-based marketing strategy, which means that businesses only pay affiliates when they achieve the desired results. s of affiliate marketin, * Pay-per-sale: This is the most common type of affiliate marketing, in which affiliates are paid a commission for each sale they generate. * Pay-per-lead:: In this type of affiliate marketing, affiliates are paid a commission for each lead they generate, such as a signup for a newsletter or a free trial * Pay-per-click: In this type of affiliate marketing, affiliates are paid a commission for each click they generate on their affiliate link Considerations in building and managing content in a digital environment Building and managing content in a digital environment is a complex task, but it is essential for any organization that wants to reach its target audience and achieve its business goals. Here are some key considerations: 1, Define your goals and target audience, What do you want to achieve with your content? Who are you trying to reach? Once you know your goals and audience, you can start to develop a content strategy that is tailored to their needs and interests. 2. Create high-quality content, Your content should be informative, engaging, and relevant to your target audience. It should also be well-written and free of errors.3. Optimize your content for search engines, This will help people discover your content when they search for relevant keywords online. You can do this by using relevant keywords throughout your content, including in the titles, headings, and body text. 4, Promote your content. Don't just create content and then hope that people will find it. You need to promote your content through social media, email marketing, and other channels. 5. Manage your content. Once you have created and published your content, you need to manage it effectively. This includes updating old content, removing outdated content, and tracking your content’s performance. Here are some additional considerations for building and managing content in a digital environment: * Content format: Consider the different types of content that your target audience will find most engaging. This could include blog posts, articles, infographics, videos, podcasts, and more. « Content distribution: Choose the right channels to distribute your content. This could include your website, social media platforms, email lists, and other online channels. « Content governance: Establish a content governance process to ensure that your content is consistent with your brand and meets your business goals. This should include guidelines for content creation, review, and approval. © Content analytics: Track the performance of your content to see what is working and what is not. This will help you improve your content strategy over time, Concept of Active Listening Significance and practices in digital era Concept of Active Listenin: Active listening is a communication technique that involves paying full attention to what the other person is saying, both verbally and nonverbally, and providing feedback to ensure understanding. Itis more than just being quiet while the other person is speaking; it requires active engagement and participation 1 q . cl nication: Active listening helps to ensure that both parties in a conversation understand each other clearly. This is essential for building strong relationships and achieving common goals. « Increased trust and rapport: When people feel that they are being listened to, they are more likely to trust and open up to the speaker. This can lead to deeper and more meaningful relationships.« Enhanced problem-solving: Active listening can help to identify and solve problems more effectively. By carefully considering the other person's perspective, it is possible to develop creative solutions that meet the needs of all parties involved. « Reduced conflict: Active listening can help to reduce conflict and disagreements. By understanding the other person's point of view, it is possible to find common ground and resolve differences peacefully. Here are some tips for practicing active listening in the digital era Be fully present: When you are having a digital conversation, put away your phone and other distractions. Focus on the speaker and make eye contact through the camera (if possible). * Pay attention to body language and nonverbal cues: Even in a digital setting, you can still read body language and facial expressions. Look for signs that the speaker is engaged, interested, or confused © Ask clarifying questions: If you are unsure about something the speaker has said, ask a clarifying question. This shows that you are listening and that you are interested in understanding their perspective. « Summarize and reflect back: Occasionally summarize the speaker's main points and reflect back your understanding to ensure accuracy. This shows that you are paying attention and that you are committed to understanding. Digital Strategy Measurement Framework (DMF) A Digital Strategy Measurement Framework (DMF) is a framework that helps companies to measure the effectiveness of their digital strategies. It outlines the key metrics that should be tracked, as well as the goals and targets that the company is aiming to achieve. aM racussee en ane) een seneek * Understand how their digital strategies are performing: By tracking key metrics, companies can identify what is working well and what needs to be improved ‘© Justify their digital investments: By demonstrating the value of their digital strategies, companies can more easily secure budget and resources for future initiatives. ‘© Improve their decision-making: By understanding how their digital strategies are impacting their business, companies can make better decisions about how to allocate resources and invest in new technologies. Steps to Create a Digital Strategy Measurement Framework: 1. Define your business goals: What are you hoping to achieve with your digital strategy? (Once you know your goals, you can identify the key metrics that need to be tracked in order to Measure your progress,2. Identify your key performance indicators (KPls): KPIs are the specific metrics that you will use to measure the success of your digital strategy. Some common KPIs include ‘website traffic, conversion rates, social media engagement, and lead generation. 3. Set targets for your KPls: Once you have identified your KPIs, you need to set specific targets for each one. These targets should be ambitious but achievable. 4. Collect data: in order to track your KPls, you need to collect data from your digital assets and platforms. This data can be collected using a variety of tools and technologies, such as Google Analytics, social media analytics platforms, and CRM software. 5. Analyze your data: Once you have collected data, you need to analyze it to identify trends and patterns. This will help you to understand how your digital strategy is performing and to identify areas for improvement. 6. Report on your findings: Once you have analyzed your data, you need to report on your findings to stakeholders. This report should include an overview of your progress towards your goals, as well as any recommendations for improvement. Common ways to measure and improve ROI of digital strategies There are many different ways to measure and improve ROI of digital strategies. The best approach will vary depending on the specific strategy and goals of the business. However, some common ways to measure and improve ROI include: TEES) * Track website traffic and conversions: This will help you to understand how many people are visiting your website and how many of them are taking the desired action, such as making a purchase or signing up for your newsletter. © Track social media engagement: This will help you to understand how people are interacting with your brand on social media. You can track metrics such as likes, shares, comments, and click-through rates. © Track email open rates and click-through rates: This will help you to understand how effective your email marketing campaigns are. * Track lead generation and sales: This will help you to understand how many leads are being generated from your digital strategies and how many of those leads are converting into paying customers. Re]© Optimize your website for search engines: This will help you to attract more visitors to your website from organic search results. * Create high-quality content: This will help to keep visitors engaged on your website and encourage them to take the desired action. * Promote your content on social media: This will help to reach a wider audience and generate more traffic to your website. © Use email marketing to nurture leads and drive sales: This is a great way to stay in touch with potential customers and encourage them to make a purchase. « Test and optimize your digital strategies: It is important to regularly test and optimize your digital strategies to ensure that they are performing as well as possible. » Focus on your target audience: Make sure that your digital strategies are tailored to your target audience. This will help to ensure that your messages are relevant and engaging. * Use data to drive your decisions: Track your key performance indicators (KPIs) and use the data to identify areas for improvement. © Invest in the right tools and technologies: There are a number of tools and technologies available that can help you to improve the effectiveness of your digital strategies. Make sure to invest in the tools that are right for your business. * Partner with experts: If you need help with your digital strategies, consider partnering with a digital marketing agency or other experts. They can help you to develop and implement effective strategies that will deliver results, Content Marketing: Creating Blog-Vlog, Podcasting, RSS, Product Opinion Sites and Forums Content marketing is a type of marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action Content marketing can take many forms, including blog posts, viogs, podcasts, RSS feeds, product opinion sites, and forums. Blog-vlogs are video blogs that combine the written and visual elements of traditional blogging with the video and audio elements of viogging. Blog-vlogs can be a great way to share your knowledge and expertise with others, build relationships with your audience, and promote your products or services.Podcasting is a digital audio format that allows you to create and distribute audio content to listeners on demand. Podcasts can be educational, entertaining, or informative, and they can be a great way to reach a wider audience with your content. RSS feeds (Really Simple Syndication) allow users to subscribe to your content and receive updates whenever you publish new content. RSS feeds can be a great way to keep your audience ‘engaged and informed about your latest content. Product opinion sites allow users to share their opinions on products and services. Product opinion sites can be a great way to get feedback on your products or services and to learn more about what your customers are looking for. Forums are online discussion boards where users can ask questions, share information, and discuss topics related to a particular topic. Forums can be a great way to connect with your target audience and to build a community around your brand. Create high-quality content that is relevant to your target audience. Your content should be informative, engaging, and useful ‘* Publish your content on a regular basis. This will help you to keep your audience engaged and coming back for more. ‘* Promote your content on social media and other online channels. This will help you to reach a jer audience with your content. ‘* Interact with your audience. Respond to comments and questions, and participate in online discussions. Role of web analytics in digital decision making Web analytics plays a vital role in digital decision-making by providing businesses with insights into their website traffic, user behavior, and conversions. This data can be used to make informed decisions about a wide range of digital marketing initiatives, including: * Search engine optimization (SEO): Web analytics data can be used to identify the keywords and phrases that are driving traffic to your website, and to optimize your content and website structure accordingly. © Pay-per-click (PPC) advertising: Web analytics data can be used to track the performance of your PPC campaigns and to identify areas for improvement. * Social media marketing: Web analytics data can be used to track the social media traffic to your website and to measure the effectiveness of your social media campaigns. * Content marketing: Web analytics data can be used to track the performance of your content marketing campaigns and to identify the content that is most engaging to your audience.+ Ecommerce marketing: Web analytics data can be used to track the conversion funnel on your ecommerce website and to identify areas for improvement. In addition to these specific marketing initiatives, web analytics data can also be used to make more general business decisions, such as: « Product development: Web analytics data can be used to identify the products and features that are most popular with your customers. + Customer service: Web analytics data can be used to identify the areas of your website where customers are having problems and to improve the customer experience accordingly. * Pricing: Web analytics data can be used to track the impact of price changes on sales and conversions. » Website design and development: Web analytics data can be used to identify the areas of your website that are most and least visited, and to optimize the design and development of your website accordingly. Overall, web analytics is a powerful tool that can be used to make more informed decisions about all aspects of your digital marketing strategy. Legal and ethical issues in Digital Marketing Legal issues * Data privacy and security: Businesses must comply with all applicable data privacy and security laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States. This includes obtaining consent from users before collecting their personal data, and taking steps to protect that data from unauthorized access, use, or disclosure. « False or misleading advertising: Businesses must avoid making false or misleading claims about their products or services. This includes making claims that are not supported by evidence, or that are likely to deceive consumers. © Copyright and trademark infringement: Businesses must avoid using copyrighted or trademarked materials without pe n from the copyright or trademark holder. This includes using images, logos, or other content that is protected by copyright or trademark law. ‘* Spam laws: Businesses must comply with all applicable spam laws and regulations. This includes obtaining consent from users before sending them marketing emails, and providing a way for users to unsubscribe from your mailing list. ical i * Transparency: Businesses should be transparent about their data collection and advertising practices. This includes informing users about what data is being collected, how itis being used, and with whom it is being shared + Respect for user privacy: Businesses should respect the privacy of their users. This includes avoiding collecting excessive amounts of data, and using that data only for thepurposes that were disclosed to users. * Avoiding harmful stereotypes: Businesses should avoid using harmful stereotypes in their marketing materials. This includes using stereotypes based on race, gender, religion, sexual orientation, or other personal characteristics. * Promoting social responsibility: Businesses should promote social responsibilty in their marketing campaigns. This includes avoiding promoting products or services that are harmful to the environment or to society. ¢ Be familiar with the relevant laws and regulations. Before launching any digital marketing campaign, make sure you are familiar with all applicable laws and regulations. This includes data privacy and security laws, advertising laws, and copyright and trademark laws. * Get consent from users. Before collecting or using any personal data from users, obtain their consent. This consent should be informed and freely given © Be transparent about your data collection and advertising practices. Inform users about what data you are collecting, how you are using it, and with whom you are sharing it. ‘You should also provide users with a way to opt out of your data collection and advertising practices. « Avoid making false or misleading claims. Make sure that all of your marketing claims are truthful and supported by evidence. Avoid making claims that are likely to deceive consumers. « Avoid copyright and trademark infringement. Make sure that you have permission from the copyright or trademark holder before using copyrighted or trademarked materials. * Comply with spam laws. Obtain consent from users before sending them marketing emails, and provide a way for users to unsubscribe from your mailing list. * Respect user privacy. Do not collect excessive amounts of data from users, and use that data only for the purposes that were disclosed to users. © Avoid using harmful stereotypes. Avoid using stereotypes based on race, gender, religion, sexual orientation, or other personal characteristics in your marketing materials, * Promote social responsibility. Avoid promoting products or services that are harmful to the environment or to society in your marketing campaigns.