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Introduction to digital marketing
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- 2. WHAT YOU’LLLEARN… DIGITAL MARKETING •What is Digital Marketing? • Why Digital Marketing Matters? • Difference between Traditional and Digital Marketing • Digital Marketing Modules DIGITAL MARKETER • Digital Marketer Duties • Digital Marketer Positions • Soft Skills for Digital Marketer
- 3. WHAT IS DIGITALMARKETING? WIKIPEDIA Digitalmarketing is the marketingof products or services using digital technologies on the Internet, through mobile phone Apps, display advertising, and any other digital mediums. HUBSPOT Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. NEIL PATEL Online marketing is the practice of using digital channels to spread your message about your products or services. Some of the ways you can do this are through paid ads, social media, emails, blogging or even SEO. Basically, it’s anything that you do online to get more eyeballs on you, grab people’s attention, and hopefully, at some point, get them to buy from you.
- 4. WHY DIGITALMARKETING MATTERS? Remember Billboards? •Very, very costly • Difficult to measure the response • Nobody really gives attention Google and Facebook generate more revenue than any traditional media company because they control more eyeballs. That’s why digital marketing matters, it is where the attention is.
- 5. ₹300 billion WHY DIGITALMARKETING MATTERS? Thenumber of mobile internet users estimated by 2021 in India and it’s only going up from here. The value of digital marketing industry by 2021 ₹25,200 Crore The share of advertisement on Digital Media in 2020 20 lakhs job Digital Industry will produce in India by 2021 829 Million
- 6. • Not measurable. •Insanely expensive. • Once you start, you can’t make any changes to your ads without overhauling the entire campaign. TRADITIONALVSDIGITAL MARKETING "TRADITIONAL MARKETING" pushes products or services on customers • Communication is one way. • Customers are sought out: Via print, TV, radio, banner, cold calls • Marketer provides little to no value. "DIGITAL MARKETING" relies on earning people's interest instead of buying it • Communication is interactive and two- way. • Customers come to you: Via search engines, referrals, social media • You need to provide value or education or entertainment • Measurable. You can use tools like Analytics to monitor the success and ROI of your campaign. • Inexpensive • Easy to test and pivot
- 7. DIGITALMARKETINGMODULES Content Marketing Creating valuablemedia and content to distribute to potential future customers. Pay Per Click (PPC) Driving traffic to your website by paying a search engine or social media networks every time your ad is clicked. Affiliate Marketing Sharing profits with fellow marketers in exchange for promoting each other’sproducts. Search Engine Optimization (SEO) Optimizing your website to rank higher in search engine results pages. Social Media Marketing Using one or several social media channels to engage with customers, build relationships, and then send them to your products and services. Email Marketing Communicating with customers using emails while providing value and asking them to buy when the time is right.
- 8. SEO is theprocess of optimizing your website content so that your website ranks higher in search engine results pages for a certain keyword. Thereby increasing the amount of organic (or free) traffic your website receives. SEARCH ENGINEOPTIMISATION
- 9. SEARCH ENGINEOPTIMISATION On-page SEO Thistype of SEO focuses on all of the content that exists "on the page" when looking at a website. For example, optimizing your meta description and title tag: Your title tag and meta description are what shows up on a given Google search result. By researching keywords for their search volume and intent (or meaning), you can include those on your content to rank higher on the search engine results pages (SERPs) for those keywords.
- 10. SEARCH ENGINEOPTIMISATION On-page SEO Whenyour title tags and meta descriptions are more compelling or related to the topic that someone is searching for, you can expect higher click-through rates. And the higher the CTR, the higher the chance of ranking better. Google is all about providing the best user experience possible. So if Google notices that your post that ranks at #10 is getting a higher CTR than the post above you, they will move your content up.
- 11. SEARCH ENGINEOPTIMISATION This typeof SEO focuses on all of the factors and activities that you can do "off the page" to raise the ranking of your site on search engines. Everything from link building to social promotion and content syndication can improve your off-page SEO. The more links you have back to your website from other sites and the relative "authority" of those sites, the stronger authority you have in the eyes of Google. It means that your content is relevant. Even things like guest blogging or writing a promotional piece on another site and linking back to your website can earn the backlinks you need to move your website up on all the right SERPs.
- 12. CONTENTMARKETING This term denotesthe creation and promotion of valuable, relevant and consistent content assets for the purpose of generating brand awareness, traffic growth, and ultimately drive profitable customer action. According to Google, content is one of the top two ranking factors. The more amazing content you create, the higher the chance you have of bringing in new traffic and leads from organic search. According to HubSpot, companies that post 16+ content pieces per month drive much more traffic than those that don’t:
- 13. More Effective Less Effective MoreExpensive / Difficult Less Expensive / Difficult Types of Content Assets CONTENTMARKETING Books / Ebooks White Papers/ Case Studies Viral Campaign Infographics Video User GeneratedContent Podcasts Templates / Checklists Emails Blogs / Articles Industry News Photos ForumPosts Status Updates
- 14. Why Content Marketing? •Tocreate Brand Identity and Awareness • Tobuild Credibility, Trustworthiness and Authenticity • Tobuild an email list • Tobe a thought leader in your industry • Toconnect with your audience • Toincrease leads and sales • Tomonetise with ads/affiliate networks CONTENTMARKETING
- 15. Content publishing andsyndication Once you’ve created content, the next step is to publish that content and syndicate it on as many platforms and sites as you can. Content is great on its own, but it never hurts to boost it on social media or share it with other content creators. This will help you drive more traffic and links to your content, increasing your chances of ranking and getting leads. CONTENTMARKETING
- 16. SOCIAL MEDIAMARKETING Social mediamarketing is the practice of promoting your brand and your content on one or several social media channels to engage with customers, build relationships, and then send them to your products and services. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements. You are bringing your message to where your customers are already spending time — Facebook, Twitter, Instagram, etc.
- 17. SOCIAL MEDIAMARKETING • Abusiness that is concerned about what people are saying about its brand would monitor social media conversationsand response to relevant mentions (social media listening and engagement). • A business that wants to understand how it’s performing on social media would analyze its reach, engagement, and sales on social media with an analytics tool (social media analytics). • A business that wants to reach a specific set of audience at scale would run highly- targeted social media ads (social media advertising).
- 18. The major socialmedia platforms (at the moment) are: • Facebook • Twitter • YouTube • Instagram • LinkedIn • Snapchat • Pinterest • TikTok SOCIAL MEDIAMARKETING
- 19. SOCIAL MEDIAMARKETING Social mediatrends to be aware of The social media landscape is becoming a “pay to play” sector. As social media platforms grow, they realize that ad revenue is their number one money maker. And simply giving away free organic visits doesn’t help their cause. While Facebook once was the king of organic reach, it’s been declining for years now. With that in mind, you need to have a combination of both organic and paid posts on social media to find the most success in your marketing plan.
- 20. PAYPER CLICK(PPC) Pay-per-click advertising(or PPC) is exactly what the name suggests. You pay for each click that you receive on an ad that you create. It is a method of driving traffic to your website by paying a search engine or any social media network every time your ad is clicked. All social platforms and major search engines have their own forms of paid advertising. From Google and YouTube to Instagram to Facebook and Twitter, you can sponsor posts and even create powerful custom audiences. What’s good about PPC is that it integrates seamlessly into the flow of its respective social media platform. But, by far, the most popular platforms for PPC advertising are Google AdWords and Facebook.
- 21. PAYPER CLICK(PPC) Google Ads(Search Engine Marketing – SEM) Google Ads allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place. Google is, by far, the most popular search engine in the world. Nothing else even comes close to the power and user base of Google. And it is the most powerful PPC advertising platforms due to one single factor: User intent. That’s intent to buy directly from a single search.
- 22. PAYPER CLICK(PPC) Google AdsCampaign Types Choosing a campaign type is your first step in getting ads running, so study up. As of 2019, Google Ads allows you to choose between Five different campaign types.
- 23. PAYPER CLICK(PPC) Facebook Ads OnFacebook, users can pay to customize a video, image post, or slideshow, which Facebook will publish to the newsfeeds of people who match your business's audience. You can create ads that look just like a Facebook status update and show up directly in the news feed of customers you are targeting. Facebook has some of the best audience targeting options in the market. You can effectively target audiences by income, interests, job positions, and just about anything you can think of.
- 24. PAYPER CLICK(PPC) Facebook AdsCampaign Types There are total 11 Ad Campaign Objectives which you can use.
- 25. PAYPER CLICK(PPC) Twitter Ads Here,users can pay to place a series of posts or profile badges or even specific #hashtags to the news feeds of a specific audience, all dedicated to accomplish a specific goal for your business. This goal can be website traffic, more Twitter followers, tweet engagement, or even app downloads.
- 26. PAYPER CLICK(PPC) LinkedIn Ads Contentpromotion and audience targeting are the keys to LinkedIn. Here, users can pay to send messages directly to specific LinkedIn users based on their industry and background.
- 27. AFFILIATEMARKETING This is atype of performance-based advertising where you receive commission for promoting someone else's products or services on your website. It’s based on revenue sharing. The idea behind it is that you promote other people’s products, often through an affiliate network, earning a commission if people actually end up buying. You can become a merchant and have others promote your product, in exchange for giving them a commission from the sales that they make. Or, you can become an affiliate marketer for one or several products that you’d like to promote and market those to consumers, in order to make money.
- 28. AFFILIATEMARKETING Affiliate Networks A networkworks as an intermediary between the affiliate and the merchant. Letting a network such as ClickBank or Amazon Associates handle the paymentand product delivery puts a more serious note on your affiliate marketing. When you sign up for their affiliate program, you can generate a special link for every single product page that they have. You can then put that link on your blog, for example, or send it to friends who you want to recommend that product to. If they click your link and buy the product, you’ll get a small commission for referring that customer.
- 29. EMAIL MARKETING Email marketingis all about: Directly communicating with your audience and customers. Companies use email marketing to promote content, discounts and events, as well as to direct people toward the business's website. Email trumps lots of social media platforms when it comes to engagement. In fact, you’re 40 times more likely to gain a new customer through email than through Facebook or Twitter. Plus, email is a good, long-term method of contacting prospects. Email marketing is critical for any business to develop loyal customers and drive sales without spending a dime on advertising.
- 30. The types ofemails you might send in an email marketing campaign include: • Blog subscription newsletters. • Follow-up emails to website visitors who downloaded something. • Customer welcome emails. • Holiday promotions to loyalty program members. • Tips or similar series emails for customer nurturing. EMAIL MARKETING
- 31. EMAIL MARKETING Email MarketingTrends: Personalization You need to personalize emails in the modern day. That means everything from using the customer’s name to referencing their history or interests. Personalized emails deliver much higher open and conversion rates when you compare them to boring, templated emails. Emails with personalized subject lines are 26% more likely to be opened.
- 32. EMAIL MARKETING Email MarketingTrends: Segmentation Segmentation focuses on splitting up your customer email list into specific groups, allowing you to target them with much more specific content. For example, let’s say that you have customers who have purchased basketball shoes and customers who have purchased soccer shoes. Sending a generic email about a coupon likely won’t generate sales. But splitting those groups into two email lists and sending specific basketball and soccer shoe coupons will skyrocket engagement. According to the latest data, segmentation can increase revenue from campaigns by 760%.
- 33. EMAIL MARKETING The bestemail marketing tools A good email marketing tool can help you automate your efforts and consolidate your tools into one, saving time and money while improving productivity. The most popular email marketingtool on the planet right now is MailChimp. Other amazing email marketing tools include Constant Contact, Drip, ConvertKit, AWeber, GetResponse, and ActiveCampaign.
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- 35. DIGITALMARKETERDUTIES Digital marketers arein charge of driving brand awareness and lead generation through all the digital channels of a company -- both free and paid. These digital channels include: • Company websites • Social media • Search engine rankings • Email marketing • Online display ads • Corporate blogs Beyond this, a digital marketer must also use measurable analytics to identify weaknesses and find ways to improve performance across these channels. The digital marketer usually focuses on a different key performance indicator (KPI) for each channel so they can properly measure the company's performance across each one.
- 36. DIGITALMARKETERPOSITIONS In small companies,one generalist might own many of the digital marketing tactics described above at the same time. In larger companies, these tactics have multiple specialists that each focus on just one or two of the brand's digital channels. SEO Manager Main KPIs: Organic traffic SEO managers get the business to rank on Google. You will use your skills as an SEO expert and a variety of approaches to search engine optimization to help improve a company's content. You might work directly with content creators to ensure the content they produce performs well on Google -- even if the company also posts this content on social media.
- 37. DIGITALMARKETERPOSITIONS Content Marketing Specialist MainKPIs: Time on page, overall blog traffic, YouTube channel subscribers Content marketing specialists are the digital content creators and keep track of the company's blogging calendar to ensure you increase traffic as well as Google rankings. You would create a content strategy including video to blogging and social media. And often work with other departments to ensure the products and campaigns the business launches are supported with promotional content on each digital channel. Social Media Manager Main KPIs: Follows, Impressions, Shares Social media managers establish an effective schedule for posts and overseeing or, in some cases, creating the posts for the company's written and visual content. But which social networks they manage for the company depends on the industry.
- 38. DIGITALMARKETERPOSITIONS Digital Marketing Manager MainKPIs: Goal Reach, Cost for campaigns, ROI In this position, you would oversee developing the overall content strategy as well as marketing campaigns. Your job will involve enhancing brand awareness while driving traffic with the goal of acquiring new customers. You will often be responsible for keeping up with new technology to optimize your digital marketing efforts. Analysis of your marketing efforts will also be required in order to track the results of your campaigns.
- 39. SOFTSKILLSFOR DIGITALMARKETER Ability to Learn& Adapt Quickly Digital Marketing as a discipline is constantly changing and fantastic digitalmarketers always keep themselves relevant in the industry. Every digital marketer needs to have the interest, passion, and hunger to ask questions and learn more about new marketing techniques, tools, and methods. And then we have to adapt our strategies based on these new methods. Analytical Skills Analytical skills can range from being able to set up and understand the output of social media campaigns, lead management systems, Google Analytics, and many other programs. And then you should also be able to interpret these analytics. And take decisions about going forward or making some tweaks to the campaign, you'll have the data you need. So that you can base your arguments on strong figures and logic - and not just your emotions alone.
- 40. SOFTSKILLSFOR DIGITALMARKETER Multitasking As a digitalmarketer, it’s unlikely that you’ll ever work on just one project or a single channel at a time. You must have the understanding of all the channels and ability to work across them all at the same time. Many marketers wear a lot of hats, especially on small teams. In addition to multitasking, you’ll need to prioritize the most important duties. Ask yourself what will make the largest impact on the business, and do that first. You will be judged on the value you add, so make that your priority. Creativity Just sending any message or sharing any stock image isn’t enough to differentiate your brand from its competitors. Online competition is fierce. It's important to truly connect with potential customers via creative copy and images that shine. Great creativity is what makes the difference between your content being ignored and being clicked on.
- 41. SOFTSKILLSFOR DIGITALMARKETER Ability to Failand Experiment Don’t give up if you fail; remember that marketing is about experimentation, and not everything you try will work the first time. You can't just keep posting inspirational quotes and your product images and hope to build following. You need to try different campaigns, post styles, colors and you need to dare to tap into many emotions of your potential consumers. Finding the right mix of marketing for your particular products and services takes time, and until then you have to be willing to experiment and fail. It also means, don't just do exactly what your boss says. Go beyond your instructions and over-deliver your value in any campaign.
- 42. THE BEST WAYTOLEARN DIGITALMARKETING The easiest way to learn digital marketing is to setup WordPress your blog, writing content own site, such as a and then practice and promoting it. “LEARNING BY DOING” is the best way to learn Digital Marketing.
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