DIGITAL

MARKETING

WHY DIGITAL MARKETING?

Low cost, Wider reach

Need of the hour

Rising e-penetration

Easier to track and evaluate

CREDENTIALS
Reaching 60 million customers

Radio 39 years

Print 21 years

TV 14 years

Internet 4 years

A 20% internet and a 85% Mobile penetration in South Asia.

LIMITATIONS

Clutter

Lack of Manpower with expertise

Difficult to target towards specific audience

Cannot be unsolicited

FUNCTIONS OF DIGITAL
MARKETING

Driving Online traffic to companys website.

Creating the E-WOM.

Developing and Managing digital marketing campaigns.

Developing a social media strategy .

Utilizing a host of techniques like SEO, SEM, SMM, PPC etc.

Increasing the customer base

Helps increase the demand

Increases the usage

Reduces the time between purchases

It helps identify your product and differentiate it from the others

Helps Support the product launch

HOW DOES A SEARCH ENGINE

WORK?

Crawling & Indexing (Concept of Spiders, cookies)

Providing answers by relevance, popularity, Frequency of keyword,

inclusion of the keyword in URL, Title etc, inclusion of synonyms, Quality
of Website.

Algorithm based Result (Page Rank from Google)

There are three types of queries. Do , Know and Go.

Total searches on Google in US in a month: 30 billion

Google Properties powered 70% of all searches followed by Yahoo and
Bing in US

Understanding How Online Search & Search

Engines work.
Understanding How page rank works.
Link Building

SEO

Meaning

Types: Organic & Inorganic

Merits & Demerits

DOS FOR SEO

A clean , keyword rich URL. Eg. Coursera Vs EDX

Make sure that the content is not buried inside the rich media. ie adobe,
java. And that rich media doesn't hide content from crawlers.

Create a keyword rich content and match keywords to what users are
searching for.

Text inside the logo does not get captured

Avoid Cloaking. Avoid Black Hat SEO.

Have Empathy for your users. Build the webpage first for your users ,
then for the search engine..

Increase links to other web pages.

ENABLERS TO OPTIMIZE SEO

URLs & URL Structure

Crawlable Link (URL) structure

Redirects Broken Links and Canonical Tags

Site Maps

Site Speed

Keywords

Title Tags and Meta Info

Content

SOME CONCEPTS

SERP
URL Breakdown
301 redirect
404 error
Rel=canonical tag
Meta tag
Link Bait
Link juice
Snippet

GOOGLE ADVERTISING
PROGRAMME
Google Adwords

Google Adsense

Budgets & Bidding for PPC, CPM.

Measurement And Optimisation

AD PLATFORMS / APPEALS

Humor

Patriotism

Seduction

Jingle

Product / Technical Information

Celebrity Testimonial

Fear

Logic / Rationale

Joy

Emotions

TYPES OF ADVT

Covert / Guerrilla

Public Service

Spoof

Surrogate

MEDIA STRATEGIES

Flighting

Continuity

Pulsing

Concentration

SEM
Search engine marketing(SEM) is a form ofInternet marketingthat
involves the promotion ofwebsitesby increasing their visibility insearch
engine results pages(SERPs) primarily through paid advertising. SEM may
incorporatesearch engine optimization(SEO), which adjusts or rewrites
website content and site architecture to achieve a higher ranking in search
engine results pages.

SEM IS UNIQUE

It makes marketing very relevant to the searcher since it operates out of

SEO. (Audience driven)

Assists the search at the right time. (Just in time marketing).

Results are flashed basis not only the keywords but also the searchers
Location, device, operating system, previous search behaviour and
sometimes even identity.

Non Intrusive.

KEYWORD OPTIMISATION

Keyword research is the key. Spend time finding the right keywords.
Always precheck at Word stream keyword search .

Update content regularly

Focus on long tailed keywords

Both root directory (initial pages) (first 200 words) and landing page to
contain the keywords

Language and Location Targeting

Target Market Differentiation

DIGITAL CAMPAIGNS
ACCOUNT
CAMPAIGN
AD GROUPS
AD TEXTS KEY WORDS LANDING PAGES
Support factors
Budgets
Forecast
Evaluation

IMPORTANCE OF AD GROUPS

Use of Ad Groups

Decision Basis the Ad Groups

Adwords account structure.

EVALUATION

Clicks
Impressions
CTR
Quality Score
Conversions
Conversions Rate
CPA

BUDGETS

Affordable / Historical Method

% of Sales

Competitive Parity

Objective and Task

FORECAST (QUALITATIVE)

Expert Opinion
Consumer/User Survey
Sales Force Composite
Delphi

FORECAST (QUANTITATIVE)

Test Marketing
Time Series
Moving Average
Semi Average

Multiattribute Attitude Model

AD AGENCY

An advertising agency or ad agency is a

service business dedicated to creating,
planning and handling advertising (and
sometimes other forms of promotion) for its
clients. An ad agency is independent from
the client and provides an outside point of
view to the effort of selling the client's
products or services. An agency can also
handle overall marketing branding strategies
and sales promotions for its clients.

SOME AGENCIES

O&M
(Piyush Pandey)
JWT
Mudra
Lintas
FCB ULKA
Saatchi & Saatchi
Genesis (Prahlad Kakkar)
Hindustan Thompson Associates
Rediffusion

RK Swamy BBDO
McCann Erickson
Leo Burnett
Publicis
Euro RSCG
Percept

TYPES

Full service Agency

A la Carte agency
In house Agencies
Creative Boutique
Media Buying Agency

STRUCTURE

Copy writing
Graphic Designing
Production
Media (Planning & Buying)
Accounts Management
Creative
MR
Others (A/Cs, HR, Fin etc )

AGENCY COMPENSATION

Client Fees

Media Commission

What does a client expect from his agency?

How do companies select an agency?

Why do agencies lose clients?

CREATIVE BRIEF
A short document that provides the creative
team with a succinct overview of the most
important issues to consider in the
development of an advertisement or
campaign

STORYBOARD
Storyboards are graphic organizers or pictorial
representations in the form of illustrations or
images displayed in sequence for the
purpose of pre-visualizing a motion picture ,
animation or promotion sequence.

COPYWRITING

Copywriting is the creative use of words and

ideas to promote a person, business,
product, service, brand, opinion or idea.

SMM
Social Media Marketing is the process of gaining Web traffic or
attention or sales through social media sites.

WHY SMM

Resonates E- WOM

Cheap

Reaches the right audience

Possible to segment to the farthest criteria

Can be used as a beautiful PR tool, DM tool or even a simple

awareness and communication channel.

Blogging

Platform to listen to customer suggestions and opinions.

Helps identify influencers who can become brand evangelists.

SOME EXAMPLES

Absolut Vodka - Online Video on YouTube and Using Facebook to

house their Top Bartender fan page.

BMW - Utilizing Facebook to promote their 1-Series Road Trip and

they have created a Rampenfest Page for fans.

Dunkin Donuts - They've found value in social media and have set
up a microblogging Twitter account.

General Motors - GM leverages the social media to improve the

online equity of its brand and make consumers feel more
connected.

Starbucks

DNA

Movie promotions

TATA Tea

SMM USING TWITTER

Create Banner about your products,services etc.

Build strong relations with your customer

Focus on brand promotions and microblogging

Use search.twitter.com & twellow.com to find more users.

Gain more Followers

We might get followers by following the followers of opinion

leaders, experts, Gurus.

Ask for opinions, reviews for your Product, Links

Use affiliate marketing and micro blogging

Create banners

SMM USING FACEBOOK

Adverts

Process

SMM USING FACEBOOK

Side Banners showing company details

Possible to publish notes , create groups, upload photos, post

links, create events, create ads.

Possible to send links, offers, promo codes, discount coupons,

cross selling.

SMM USING LINKED IN

Can create groups and make others to follow us, request for
opinion and suggestion.

Can follow companies and make others to follow us

Can create professional network

Increase visibility, connectability, improve page rank, links,

grapewine.

MARKETING THROUGH
YOUTUBE

ORM
Online Reputation management (ORM)is the influencing and the
control of an individual's or business'sOnline Reputation.
Online reputation management is the process of controlling what
shows up when someone Googles your name .

SOME FACTS

Everyday 1Bn names are searched on Google.

80% of Job recruiters google the credentials of future employees.

65% of spouses check the credentials of their partners online.

48% of people have found something online that prohibits them

from going ahead with Business/ personal relation.

92% Consumers trust the reviews and opinions of other

Consumers.

70% of Consumers trust the opinions of their friends and

relatives.

NEED

DOS

Google Yourself / Your Business

Check your reviews

Check the images

Garner recommendations/references

Check for negative content. (Legal suits, Ombudsmen, Defaulter

list)

Optimise and improve personal SEO

Blogs, Videos, PR strategies, Social Media helps.

Handle negative reviews and blogs patiently and constructively &

Politely.

SOME TIPS
Improving

the tagging and search engine optimization of company-published materials, such

as white papers and positive customer testimonials in order to push down negative content.
Publishing original, positive websites and social media profiles, with the aim of
outperforming negative results in a search.
Submitting online press releases to authoritative websites in order to promote brand
presence and suppress negative content.
Submitting legal take-down requests if someone believes they have been libeled.
Getting mentions of the business or individual in third-party sites that rank highly in Google.
Creating fake blogs pretending to be a different person that shares the same name in order
to push down negative search results on the actual person or brand.
Usingspam botsand denial-of-service attacks to force sites with damaging content off the
web entirely.
Astroturfing third-party websites by creating anonymous accounts that create positive
reviews or lash out against negative ones.
Proactively offering free products to prominent reviewers.
Removal of onlinemug shots.
Proactively responding to public criticism stemming from recent changes.
Image reputation management where photos violating copyright, are embarrassing or might
give the wrong impression to employers, for example, are removed or suppressed.
Contact the editor to remove incorrect information about your business in the Wikipedia
pages about your company. Nonetheless, editing your page blindly is not suggested.
Handling News jacking & Hate Sites

WHAT PEOPLE SAY ABOUT

YOU/YOUR BUSINESS.

Bloggers
Former Employees
Customer Reviews
Former Employers
Social Media Forums
Media / News

LAWS & ETHICS

The laws are based on Mutatis Mutandis.
ASCI

Public Morals & Public Policy

The Young persons (harmful publications act
1956
The indecent representation of Women
(prohibitions) act, 1986
The Emblems and Names Act 1950

The prevention of insults to the National

Honour Act, 1971
Indian Penal Code 1860
The drug and magic remedies Act 1954

DOES MARKETING AND ETHICS

GO HAND IN HAND?

Makes people buy things they may not need

Deceptive & Misleading
Creates an unequal world
Builds stereotypes
It is sexist
It exaggerate facts
Makes minors do wrong things
It shapes your thinking in wrong manner
(Cadburys)

ASCI CODE
Advertising & Children

International DM

Institutional DM