Digital Marketing

Digital Marketing6-8Ashish Hattangdi6:Web AnalyticsAnalyticsSocial media monitoringCollating and organizing your data.Keeping data fresh and up-to-date.Analyzing data

Data AnalyticsKey terms and conceptsTerm DefinitionA/B test : Also known as a split test, it involves testing two versions of the same page or site to see which performs better.Click path :The journey a user takes through a website.Conversion: Completing an action that the website wants the user totake. Usually a conversion results in revenue for the brandin some way. Conversions include signing up to a newsletter or purchasing a product.Conversion funnel :A defined path that visitors should take to reach the final objective.Cookie :A small text file that is used to transfer information between browsers and web servers. They help web servers to provide the right content when it is requested.Metric :A defined unit of measurement.Count: Raw figures captured for data analysis.Event : A step a visitor takes in the conversion process.Goal: The defined action that visitors should perform on a website, or the purpose of the website.Heat map :A data visualisation tool that shows levels of activity on a web page in different colours.JavaScript: A popular scripting language. Also used in web analytics for page tagging.Key performance indicator (KPI): A metric that shows whether an objective is being achieved.Log file: A text file created on the server each time a click takes place, capturing all activity on the website.Multivariate test : Testing combinations of versions of the website to see whichcombination performs better.Objective : A desired outcome of a digital marketing campaign.Page tag : A piece of JavaScript code embedded on a web page and executed by the browser.Ratio : An interpretation of data captured, usually one metric divided by another.Referrer :The URL that originally generated the request for the current page.Segmentation : Filtering visitors into distinct groups based on characteristics to analyse visits.Target: A specific numeric benchmark.Visitor: An individual visiting a website that is not a search engine spider or a script.Working with dataPerformance monitoring and trendsBig dataData miningA world of dataOnline dataDatabases Software data data might also be gathered by certain kinds of software(for example, some web browsers gather information on user habits, crashes, problems and so on). If you produce software, consider adding a data-gathering feature (with the users permission, of course) that captures usage information that you can use for future updates. App store data app store analytics allows companies to monitor and analyse the way people download, pay for and use their apps. Marketplaces like the Google and Apple app stores should provide some useful data here. Offline data all the information available off the web such as point-of-sale records, customer service logs, in-person surveys, in-store foot traffic, and much more.Tracking and collecting dataCookieServer-based trackingComparing the optionsThe type of information capturedWeb analytics metrics are divided into: Counts these are the raw figures that will be used for analysis. Ratios these are interpretations of the data that is counted.

Metrics can be applied to three different groupings: Aggregate all traffic to the website for a defined period of time. Segmented a subset of all traffic according to a specific filter, such as by campaign (PPC) or visitor type (new visitor vs. returning visitor). Individual the activity of a single visitor for a defined period of time Hit one page load (though this is an outdated terms that we recommend you avoid using). Page unit of content (so downloads and Flash files can be defined as pages). Page views the number of times a page was successfully requested.Visit or session an interaction by an individual with a website consisting of one or more page views within a specified period of time. Unique visitors the number of individual people visiting the website one or more times within a set period of time. Each individual is counted only once.o New visitor a unique visitor who visits the website for the first time ever in the period of time being analyzed.o Returning visitor a unique visitor who makes two or more visits (on the same device and browser) within the time period being analyzedEntry page the first page of a visit. Landing page the page intended to identify the beginning of the user experience resulting from a defined marketing effort. Exit page the last page of a visit. Visit duration the length of time in a session

Referrer the URL that originally generated the request for the current page.o Internal referrer a URL that is part of the same website.o External referrer a URL that is outside of the website.o Search referrer a URL that is generated by a search function.o Visit referrer a URL that originated from a particular visit.o Original referrer a URL that sent a new visitor to the website. Clickthrough the number of times a link was clicked by a visitor. Clickthrough rate the number of times a link was clicked divided by the number of times it was seen (impressions). Page views per visit the number of page views in a reporting period divided by the number of visits in that same period to get an average of how many pages are being viewed per visit.Content characteristicsWhen a visitor views a page, they have two options: leave the website, or view another page on the website. These metrics tell you how visitors react to your content. Bounce rate can be one of the most important metrics that youmeasure. There are a few exceptions, but a high bounce rate usually means high dissatisfaction with a web page. Page exit ratio number of exits from a page divided by total number of page views of that page. Single page visits visits that consist of one page, even if that page was viewed a number of times. Bounces (or single page view visits) visits consisting of a single page view. Bounce rate single page view visits divided by entry pages

Conversion metrics: These metrics give insight into whether you are achieving your analytics goals (and through those, you overall website objectives). Event a recorded action that has a specific time assigned to it by the browser or the server. Conversion a visitor completing a target action.Mobile metrics:When it comes to mobile data, there are no special, new or different metrics to use. However, you will probably be focusing your attention on some key aspects that are particularly relevant here namely technologies and the user experience. Device category whether the visit came from a desktop, mobile or tablet device. Mobile device info the specific brand and make of the mobile device. Mobile input selector the main input method for the device (e.g. touchscreen, clickwheel, stylus). Operating system the OS that the device runs (some popular ones include iOS, Android and BlackBerry)SegmentationReferral sourceUsers who enter your website through different pages can behave very differently.What can you do to affect the page on which they are landing, or what elements of the landing page can be changed to influence outcomes?Connection speed, operating system, browserConsider the effects of technology on the behaviour of your users. A high bounce rate for low-bandwidth users, for example, could indicate that your site is taking too long to load. Visitors who use open source technology may expect different things from your website to other visitors. Different browsers may show your website differently how does this affect these visitors?Geographical location

Do users from different countries, provinces or towns behave differently on your website? How can you optimise the experience for these different groups?First-time visitorsHow is the click path of a first-time visitor different from that of a returning visitor?What parts of the website are more important to first-time visitors?

What can you testEmail marketingeCommerceDesigning testsLength of tests and sample sizeNumber of participantsChange in conversion rateNumber of variations

16The basic approach to conversion optimization is:1. Gather data2. Analyze data3. Fix anything thats broken4. Design tests5. Run tests6. Report and repeat

Email MarketingEmail Marketing Introduction Email Marketing Key terms and conceptsSome people consider email marketing to be old fashioned - but it can be one of the most powerful tools in your digital method.Internet Protocol (IP ) Address:An exclusive number that is used to represent every single computer in a network.Internet Service Provider (ISP): The company providing you access to the Internet, for example, MWEB, AOL, Yahoo.Key performance indicator (KPI): A metric that shows whether an objective is being achieved.Open rate: The percentage of emails determined as opened out of the total number of emails sent.Opt-in :Giving permission for emails to be sent to you.Opt-out: Also known as unsubscribe. The act of removing oneself from a list or lists so that specified information is no longer received via email.Return on investment (ROI):The ratio of profit to cost.

Sender ID:A method used by major ISPs to confirm that an email does originate from the domain that it claims to have been sent from.Simple Mail Transfer Protocol (SMTP): A protocol for sending messages from one server to another.Soft bounce : The failed delivery of an email due to a deviating reasonlike an overloaded email inbox or a server failure.Spam: Email sent to someone who has not requested or given authorisation to receive it!Sender policy framework (SPF) : An extension of SMTP that stops email spammers from forging the From fields in an email.Text: Text emails or plain text emails do not contain graphicsor any kind of markup.

Unique forwarders:This refers to the number of individuals who forwarded a specific email on.White list: A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings.Email strategy and planning: Promotional emailsNewslettersEmail service providersEmail for mobile phones The screen is a lot smaller Inputs can vary, with touchscreens being the most commonParts of an emailSender informationSubject linePreheader.HeaderPersonalised greetingBodyFooterUnsubscribe linkWorking with templatesDesign considerationsThe look and feelDesigning for the preview paneEmail and images

The Call to ActionTestingCreating contentSegmenting your databaseDeployingEmail reputationMeasuringNumber of emails delivered. Number of bounces (this should be separated into hard bounces and soft bounces). Number of unique emails opened: an email can be delivered, but not opened. Unsubscribes: significant or consistent loss in subscribers is a key indication you are not meeting the needs of your subscribers. Pass-on rate: a high pass-on rate (forwards) indicates that your customers value the content enough to share it constantly with others.Putting an easy forward to a friend link in every email can increase this.Youll want to measure this link specifically. Adding a sign-up link to forwarded emails will organically grow the opt-in list. Clickthrough rates and conversion: These measure the effectiveness of an email via the links placed in the content. When a reader clicks through to a web page, these can be easily measured as a percentage against the number of delivered, opened or sent emails. It reveals which content or promotion was the most enticing for the reader.Testing

Social copyResearch is vital. Understand what type of content community members want. Meaningful and relevant content is more likely to be shared. Remember that its a conversation. Your content must be personable and appealing. Use personality and convey the humanity of your brand in order to generate conversation and encourage comments. Write shareable content. Offer value and be insightful. Ultimately you should aim to create an overall perception that your brand is the thought leader in its industry. Shareable content is credible content. Avoid overly promotional content. Community members are likely to see right through a sales pitch. Have a solid communication protocol. These can be internal guidelines for organizations to follow on how they use and communicate on social media platforms.Social CRMSocial customers: trust peers, are connected to them via web and mobile devices.Transparency and authenticity.Social CRM and support.Social CRM and online monitoring.Customer centric , customer driven organizationsCRM loyalty programsBenefits of CRM.

Increased revenue and profitability.Improved satisfaction and loyaltyImproved service delivery and operational efficiencies.Decreased acquisition costs.=marketing, cost,sales,service perspectives.

Social Media Marketing Social searchSocial influence on search rankings.Use social media properties to dominate brand SERPSSocial links used as signals of relevancePersonalized results are influenced by ones online social network.Optimize for social search engines.Going Viral.Each user connected to a wide network of others and can easily share content with their friends.Trusted social referral.Address a currently trending topic. Find something that people are already excited about or interested in, and see how you can contribute meaningfully to the conversation. For example, make your own edited version of a viral video. Make it enticing. Craft the videos description, title and thumbnail so that they draw attention. Make it remarkable. Whether its funny, astonishing, scary, shocking or informational, your content has to have value for your viewers and it has to give them social capital for spreading them. Make it unique. The Internet loves new, fresh, crazy ideas so dont rehash somebody elses success or stick to a formula. Be truly creative and inventive. Make it shareable. Include the tools and incentives to make your video easy to share; consider social media chiclets, annotations, encouraging comments and more. Make it short. With very few exceptions, successful viral videos tend to be short, impactful clips. People have short attention spans, so make sure you get the message across quickly.Identifying audiencePlanning and concept.Producing videoUploading to platformOptimising.Video title is importantUse informative and long descriptions.Use the tags to input several keywordsEncourage comments, subscriptions, ratings, embedding and sharing.Optimise thumbnail.Use annotationsUpload video regularly.PromotingEngaging the communityReporting.Video Promotion-SEOSocial sharingBranding and market awarenessPaid advertising.Advantages and challenges.Done in focussed and engaging ways.Video great for engaging viewers and growing social media community.Studying analytics, platform insights and comments.Number of viewsOptimising video.Social Media Channels.social media epitomises what the web is about: collaborating andsharing content, ideas and information

Traditional Media as compared to Social MediaFixed, unchangeable Instantly updateableCommentary limited and not real-time Unlimited real-time commentaryLimited, time-delayed bestseller lists Instant popularity gaugeArchives poorly accessible Archives accessibleLimited media mix All media can be mixedCommittee publishers Individual publishersFinite InfiniteSharing not encouraged Sharing and participation encouragedControl FreedomSocial media risks and challenges.Noone caresUnhappy customersOngoing attention and monitoringCan be difficult to measure impact of the campaign.

CaseProject PresentationsEnd term exam.