DIGITAL

MARKETING

UNIT 4

Papa ji ke Notes

~ Tejas Bhatnagar
SOCIAL MEDIA MARKETING
Social media marketing refers to the use of social media platforms and strategies
to promote products, services, or brands and engage with the target audience. It
involves creating and sharing content on social media platforms, engaging with
followers, running paid advertising campaigns, and analyzing the results to
optimize marketing efforts.

Eg - Facebook, Instagram, Twitter, Pinterest, Linkedin, YouTube

Advantages

1 Increased Brand Awareness

2 Targeted Advertising

3 Improved Customer Engagement

4 Cost-Effective Marketing

5 Access to Real-Time Feedback

DESIGNING CONTENT FOR

SOCIAL MEDIA MARKETING
Designing content for social media marketing involves creating visually
appealing and engaging content that captures the attention of your target
audience.
Social Media strategy refers to the step- by step methodological approach to
achieve certain objectives using social media.

Objectives

1 Engaging the customers

2 Building the Brand

3 Generating leads and implementing conversations

How to Designing Content for Social
Media Marketing

1 Identify target audience

2 Choose the Right Social Media Platforms

3 Craft Compelling Content Ideas

4 Create Engaging Visuals

5 Optimize for Mobile

6 Monitor and Analyze Performance

CAMPAIGN MARKETING
Campaign marketing refers to the strategic planning and execution of marketing
initiatives focused on achieving specific objectives within a defined period. It
involves creating targeted promotional activities and messages to reach a specific
audience, drive desired actions, and achieve measurable results.

Campaigns can be implemented across various marketing channels, including

digital, print, television, radio, or a combination of these.

goals

1 Building brand image

2 Introducing a new product

3 Increasing sales of a product

4 Reducing negative news

TRACKING SOCIAL MEDIA
MARKETING PERFORMANCE
Tracking social media marketing performance is essential to measure the
effectiveness of your campaigns and optimize your strategies for better results

Advantages/Benefits / Why to do SMM performance

1 Create a stronger bond with the existing customer base

2 Increase in brand awareness

3 Boost performance

4 Gain an understanding of what audience thinks

5 Create another medium to convert prospects into customers

Tracking tactics

Tracking tactics in marketing involve implementing various methods to monitor

and measure the performance of your marketing efforts.

1 Website Analytics

2 Conversion Tracking

3 Email Marketing Analytics

4 Social Media Analytics

5 Ad Campaign Tracking

6 Customer Surveys and Feedback

ADVERTISING ON MOBILE
DEVICES, MOBILE APPS
Advertising on mobile devices and mobile apps refers to the practice of
promoting products, services, or brands to users through various forms of
advertising displayed on smartphones, tablets, and within mobile applications.

Advantages/Benefits/Why to do advertising - mobile

1 Wide Reach
Geo-Targeting and
6
Local Advertising
2 Increased Engagement

3 Targeted Advertising
Seamless Integration
7
with Apps
4 Enhanced Tracking & Analytics

5 Cost-Effectiveness 8 Higher Conversion Rates

Mobile Marketing Components

1 Websites that are mobile- friendly

2 Advertising and landing pages that are mobile – friendly

3 Apps that are compatible with mobile devices

Mobile marketing types

1 App Based Marketing

2 SMM - display in mobile social feeds

3 Location Based Mobile Marketing- Eg Ads on/using Gogl maps

4 Mobile search Ads – Eg ads in Google

5 SMS Marketing
Mobile Adverting Platforms

Cost per Install:- is the payment system where payment is based on

the user installing an app on their mobile device.

1. Mobile Ad placement works by way of a programmatic bidding

process for ad placement, in which advertisers bid in real time
for the right to place an ad on a mobile device.
2. The infrastructure that allows for this process is known as a
demand- side platform(DSP).

Mobile marketing may include promotions sent through SMS text

messaging, MMS multimedia messaging, through downloaded apps
using push notifications, through in-app or in-game marketing,
through mobile web sites, or by using a mobile device to scan QR
codes

Mobile Marketing Concerns

There are privacy issues concerning how the data collected by mobile devices is
used and whether or not companies have the right to collect such data without
explicit consent. Such data can be used for identity theft or to send spam if it falls
into the wrong hands due to data theft or poor security of the information.
TRACKING MOBILE
MARKETING PERFORMANCE
easily accessible KPIs (key performance Indicators)
1 Click-through Rates: CTR is the ratio of the number of clicks on
an ad to the number of ad impressions (number of times an ad
has been viewed)

2 Leads generated: The number of prospective customers

identified during the ad campaign

3 Cost Per Acquisition: CPA shows the expenditure a business has

to incur to convert a user

3 Sales Revenue Determines how much revenue was generated

per ad (ad campaign)

To gather a more holistic view

1 Conversion Rate (CR)

2 Retention Rate

3 Social Metrics/ Social Engagement

4 Brand Lift: If your mobile ads don’t generate the targeted

number of clicks, but help increase brand awareness; they have
done a part of their job.

5 Return on Ad Spend (RoAS)

6 Secondary Actions: Measuring actions that users take after they

view the ad reveal if the ad generated an interest. These actions
are easily measurable and comprise click-to-call, search queries
about the business, sharing statistics on social media or
accessing map or driving directions
WEB ANALYTICS-MEANING,
KEY METRICS AND TOOLS
Web analytics refers to the collection, measurement, analysis, and reporting of
data related to website usage and user behavior. It involves tracking various
metrics and using tools to gain insights into website performance and visitor
interactions.

Purpose
1 Traffic generation and monitoring

2 Improving user experience

3 Improving ROI

4 Growing the business etc

Three stages while setting up a web analytical tool

1 Alignment stage - At this early planning stage, it is necessary
for marketer to gather their business objectives and capture
stakeholders’ online behavior by their online measurement
strategy.

2 Collection Stage – At this point of stage, large companies may

spend amount of time on technical implementation such as
multiple web domains and online marketing initiatives.

3 Reporting Stage – This is the last stage where report is

prepared and distributed.

Key metrics
1 Behavioral Analysis – Intent of visitors

2 Outcome Analysis - conversions

3 Experience Analysis – Site surveys, Usability testing, Site visits.

Types

1 On - site 2 Off - site

1 On - site
On- site :- used by marketers to measure the visitor’s activity when he browses on
the website. This data is used to analyse visitors’ online behavior and can be used
to improve website or marketing campaign’s audience response.

Firms can conduct on- site web analytics through -

1 Analytics software – Such as WebTrends, Google Analytics that

converts data by using combination of tables and graphs.

2 Other Technologies – eye tracking system and mouse tracking

analytics.

• Eye tracking is used by Google This tracking system uses specialist

software to track internet visitors where the eyes land on a webpage.
• Mouse Tracking analytics follow the mouse moment of internet users
to simulate eye movement on a webpage.

2 Off - site
Off site data analytics can be obtained for any website – including competitors
and partners.
Off site web analytics measure –
• Opportunity
• Share of voice
• Buzz
Firms can conduct off site analytics through -

Alexa and Compete - There are numbers of web analytics software

provided service to measure your competitors how much and what
type of traffic are garnering to their site.

Alexa and Compete are two free services that help marketers to find
top-level information, including the top searches people use to find
the site, as well as for traffic comparison.