Lecture 1

Digital Marketing Foundations

Presented by : Md.Khaled Amin

How will you be Assessed?
• Quizzes: at least three
• Case studies: as many as we can.
• Mid-assessment : test booklet comprising analytical
questions and cases.
Chapter Objectives

This lecture aims to:

• describe how computers and servers communicate to enable people to interact with
web pages on the internet,
• describe objectives of a website.
• evaluate a website’s performance on its three general objectives and identify specific
areas for improvement.
• examine traffic of a website
Technical Terms
(discussed with relevant examples in class)
• URL (Uniform Resource Locator)
• Domain name
• IP address (Internet Protocol)
• Server
• Cookie
• Server-side programming language
• Client-side programming language
• Web browser
• Transport layer security (TLS)
• Web hosting
• DNS (Domain Name System)
What Happens When You Type in a URL
into a web browser ?
Stage of the World Wide Web
What Is Digital Marketing?
• Digital marketing encompasses all marketing efforts that use an
electronic device or the internet.
• Digital marketing is defined by the use of numerous digital tactics and
channels to connect with customers where they spend much of their
time.
• Digital marketing is a broad term referring to the channels and
platforms (both online and offline) used to distribute a marketing
message
Scopes of Digital Marketing
• SEO
• E-mail marketing
• Influencer marketing (celebrity endorsement and placing it into a
modern day content-driven marketing campaign)
• Mobile marketing (via text or media)
• PPC (Pay-per-click)
• Video marketing,
• Electronic billboards
• Affiliate marketing
• In-app mobile advertisements and more
 Primary Website Objectives
• Earn money through online sales.
 Other Primary Website Objectives
• Earn money through advertising

• Earn money through commissions

• Earn money through subscriptions

 Other Primary Website Objectives
• Provide information to generate/support offline sales

• Support a cause

• Provide customer support

Conversion rate
• A conversion rate is measured by the number of potential visitors
performing the desired action, whether the action is buying a
product, filling out a form, or some other goal of the web page.

• One of the most important parts of paid inclusion campaigns, the

conversion rate of a website is the measurement of the success
of a paid inclusion campaign.

• A conversion rate can be one of the most important factors in a

paid inclusion campaign. The measure of whether the money
poured into a marketing campaign is worth it or not is certainly
something that any business will want to know.
Conversions
Website Type Primary Conversion Secondary Conversions
Create account
Retail (eCommerce) Purchase Sign up for emails
Pay for premium account
Lead (Phone call or form
Lead generation Sign up for emails
submission)
Booking (e.g. hotel Click on ad
Search engine
reservation) Sign up for emails
Page views
Media Engagement Video views
Create account
Content creation (tweet, post)
Social Media Create account Content interaction (like,
favorite, re-post)
Affiliate marketing Click affiliate link Purchase
Posting item for sale/Making
Marketplace Create account
a purchase
Identify primary and secondary conversion(s) of the
following websites:
1. shohoz.com
2. tripadvisor.com
3. doctorola.com
4. www.flickr.com
5. bibahabd.com
6. hatil.com
7. daraz.com.bd/
8. bioscopelive.com
9. trivago.com/
10. ctrip.com/
11. Sheba.xyz
Lead Generation

• Lead generation is the process of finding people (leads) who're likely

to become your customers immediately or in the future.

• the action or process of identifying and cultivating potential

customers for a business's products or services.

• lead generation is the initiation of consumer interest or enquiry into

products or services of a business.
Lead Generation(example)
Lead Generation(example)
Lead Generation(process)
Lead Generation(example)
Lead Generation
Inbound marketing

• Inbound marketing is a practice and a methodology. It focuses on

nurturing leads all the way through the buying cycle and delivering
content in context to a prospect's own decision-making process.
• Inbound marketing is a relatively new marketing concept where
marketers attempt to “pull” in potential customers with interesting
content.
• Also called content marketing, inbound marketing involves creating
blog posts, social media, infographics, email newsletters, and other
content that people actually want to read.
Outbound marketing

• Involves getting your marketing message to the largest number of

people possible through advertising, cold calling, direct mail and
other aggressive techniques that interrupt people in their daily lives.
• Outbound marketing attempts to initiate a conversation about a
product or service by rapidly spreading word of its existence through
a variety of traditional marketing methods.
• Outbound marketing tries to reach consumers through general media
advertising as well as through in-person contact. Depending on the
venue, the approach can be extremely broad (TV advertising),
thoroughly personal (face-to-face meetings), or “impersonally
personal” (cold-calling or blanket emails). Through each outbound
methods, sales leads are generated and then followed by internal
sales representatives.
Outbound Marketing
 Analyzing Success of a site
• Consider this scenario:
Your friend starts a website, namely www.fakibaz.com, which sells tips
to become the greatest Fakibaz in AIUB. Unfortunately the site is not
earning that much money as it was expected to earn. Your friend asks
you to help generate more traffic.

What are the criteria that you will be focusing while evaluating the
site?
 Analyzing Success
• Continue the scenario:
You ask your friend how much traffic the website had last month.
“1000 visits.” traffic
“How many “ Tips with regard to FAKIBAZI” did you sell?”
“100, from two purchases.” conversion rate
What do you advise your friend?
Probably design issues or may be the contents are not useful.

Make report comprising issues problem

identified and solutions to the problems
identified, and send a formal report to
your friend.
Website Traffic Sources (SimilarWeb)

• Direct Traffic –traffic sent from users via: URLs entered directly into a
browser, saved bookmarks or any links from outside the browser
(such as on Microsoft Word)
• Mail Traffic – traffic sent from web-based mail clients
• Referral Traffic –traffic sent via links from other domains that are not
otherwise classified (mail, social, display, search)
• Search Traffic –traffic sent via the results on search engines such as
Google or Bing
• Social Traffic –traffic sent from social media sites such as Facebook or
Reddit
• Display Ad Traffic – traffic sent from other domains via a known ad-
serving platform (i.e. DoubleClick, google ads)
 Analyzing Success (discussed in class)
• Traffic (Website Traffic)
• Direct
• Unpaid referral
• Paid referral
• Unpaid search traffic
• Paid search traffic
• Conversion
• Purchase
• Lead
• Engagement
• Account creation
• Click-through (CTR)
• Revenue (per conversion)
Digital Case
Study

Analyzing the Success of

Direct Traffic – Amazon
How to increase direct Traffic?

• Recognizable brand

• Easy-to-remember URL

• Bookmarked pages

• Mobile app

• QR code

www.rec.gardens.roses.com
Paid Referral Traffic – Amazon
 Paid Referral Traffic
• Banner ads
• Text ads
• Video ads
• Affiliates
Layout Design (webpage)
Unpaid Referral Traffic – Amazon

• Facebook (>24,000,000 likes!)

• Email
• Back links
• Home page
• Product pages
Unpaid Referral Traffic

• Email is generally most cost-effective online marketing channel (i.e.

highest ROI)
• Social media activity targets established customers/fans
• Back links
• SEO efforts
• Interesting content required
Search Traffic – Amazon
Organic Search Result
Search Traffic – Amazon

Paid
Search Traffic – Amazon
 Search Traffic
• Unpaid search traffic comes by being well-ranked on commonly
searched terms
• Alternatively, unpaid search traffic comes with good rankings on a lot of
less popular search terms
• Paid search allows a company to target driven customers
• Expense of paid search varies by keyword
Conversion
CRO
Conversion – Amazon
 Conversion – Amazon
• Superior search function helps customers find
products quickly
• Superior to other retail websites (“Results not found”)
• Tailored to user (shopping history)
• Refined by millions of searches
• Search Results, Which rely both on its breadth
and depth of knowledge
 Conversion – Amazon

• Information layout is key to conversion on any site

• Provides thorough sense of product with multiple pictures
• Answers most potential questions at top of page
 Conversion – Amazon
• Easy-to-navigate purchase process is essential for
conversion
• Prominent “Ad to Cart” button
• 1-Click® shopping prevents consumers from changing
their mind
Conversion – Amazon

• Additional information on product gives customers peace of mind

Conversion – Amazon

• Technical product information uses same format in all categories

• Easy to find, even with glut of information
• Additional peace of mind
Conversion – Amazon

• Customer reviews are very convincing for most internet shoppers

 Conversion – Amazon
• Second step of conversion process
(following “Add to Cart” click)
• “Proceed to Checkout” prominent
• Related products displayed to
maximize transaction value
 Conversion – Amazon
• Stored information saves steps (no additional steps for shipping or credit
cart information)
• Fewer steps = higher conversion rate
 Conversion
• Most important product information at top (“above the fold”)
• Prominent “Add to Cart” button
• Easy-to-navigate checkout procedure
• User profile enables stored shipping and credit card information (and
email messages)
• Conversion is higher with fewer steps in the transaction process
Revenue – Amazon

• Millions of transactions enable Amazon to make good product

recommendations
• Add-on products are huge source of profit
Revenue – Amazon

• Generally, highly-rated products tend to be more expensive, so

providing reviews can increase revenue of each transaction
Revenue

• Creating a customer is expensive—increasing a customer’s spending

is much easier
• Add-on product recommendations
• Upgrades
• Product reviews