digital marketing fundamentals
TRANSCRIPT
Digital MarketingDigital Marketing
Friday, February 20, 2015 1
Atanu Ghosh
Founder and CEO
BlueBeaks
#WorldCup:
What does it mean to Marketers?
• Nike Ad in YouTube featuring Christian Ronaldo reached it 26 million followers in a matter of days resulting in
72 million views
• How many days it would have taken the ad to reach same number through traditional media?
• Nike’s competitor Adidas spent 20% of its ad budget in digital media in FIFA World Cup 2010. This year
Adidas is reported to be spending 50% online, more than that on television
• Tim Ramsden, Global Brand Director of Adidas, says FIFA World Cup 2014 will be “the most social
World Cup ever and probably the most social event in history”
• Facebook reported that the opening match generated 58 million comments and more than 140 million • Facebook reported that the opening match generated 58 million comments and more than 140 million
interactions!
• Facebook has created a dedicated hub for the event (https://www.facebook.com/worldcup)
• Facebook estimates that 500 million of its 1.28 billion users are soccer fans, including 110 million men
aged 13 – 34 in big markets, a demographics coveted by advertisers
• 37% of these soccer fans worldwide said that they interacted with a mobile ad daily
• FIFA World Cup ads have thus far attracted 6.9 million shares across social media
•Wall Street says “Twitter is the 33rd team in FIFA World Cup”
• Bloomberg reports that there has been more tweets in FIFA World Cup 2014 before the ball kicked off
than tweets for the entire tournament in 2010
Friday, February 20, 2015 3
Today’s ScheduleTime Topic Facilitator
9:30 am – 9:45 am Registration and Introduction
9:45 am – 10:45 am Introduction to Digital Marketing
• Definition
• Advantages of Digital Media over Traditional
• Industry Outlook
• Overview of Digital Marketing Tools and Techniques
• Digital Marketing Strategy Framework
Atanu Ghosh
10:45 am – 11:45 Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri
Friday, February 20, 2015
10:45 am – 11:45
am
Media Metamorphosis: From Inn Signs to I-Phones Sandip Chaudhuri
11:45 am – 12 noon Tea Break
12 noon – 1 pm Digital Marketing Deep Dive
• Search Engine Optimisation (SEO)
• Search Engine Marketing (SEM)
• Online Display Advertisement
• Demand and Supply Side Platforms
• Retargeting
• Email Marketing
Atanu Ghosh
1 pm – 1:30 pm Lunch Break
4
Today’s Schedule
Time Topic Facilitator
1:30 pm – 2:30 pm Digital Marketing Deep Dive: Social Media Marketing
• How Social Media Marketing is Different
• Social Media Landscape Today, Selecting the Right
Social Media
• Digital Marketing using Facebook
• Real Life Case Studies
Atanu Ghosh
2:30 pm – 3 pm Digital Marketing Deep Dive: Mobile Marketing
• Importance and Relevance of Mobile Marketing
Atanu Ghosh
Friday, February 20, 2015
• Importance and Relevance of Mobile Marketing
•Mobile Marketing Strategy and Tools
3 pm – 4 pm Real Life Case Studies from Industry on Digital
Marketing
Mehul Brahma,
Aditya Parashar
4 pm – 4:15 pm Tea Break
4:15 pm – 5 pm Digital Marketing: The Right Marketing Tool for Start-
ups and Conventional Business
Chetan Dikshit
5 pm – 5:45 pm Outlining a Digital Marketing Strategy for your
Industry/ Organisation: Breakout Session
Atanu Ghosh
5:45 pm – 6 pm Wrap-up and Feedback Atanu Ghosh
5
Takeaway from this Workshop
• Understand the potential of “new age” digital
media as a marketing tool
• Get an overview of the various tools in digital
media
• Understand why a “digital marketing strategy” is
important for an organisation and frameworks
that can be used for drawing a digital marketing
Friday, February 20, 2015
that can be used for drawing a digital marketing
strategy for an organisation
• This Workshop is NOT, however, intended to
make you an “expert” in digital marketingSome Ground Rules
• Engage, participate, enlighten, ask questions!
• In case you missed it, there is a “Silent” option in your mobile phone!
•We have planned for one lunch and two tea breaks. We think that would give us sufficient time to unwind!
•We have not organised for beds and pillows! Unfortunately we will not be able to provide you with a
comfortable sleeping experience!
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Digital Marketing: Digital Marketing: Marketing in Digital Age
Friday, February 20, 2015
Atanu Ghosh
Founder and CEO
BlueBeaks
7
Marketing was ...
Like This When ...“Facebook didn’t exist; Twitter was a sound; the Cloud was in “Facebook didn’t exist; Twitter was a sound; the Cloud was in
the sky; 4G was a parking space; LinkedIn was a prison;
Applications were what we sent to college; and Skype for
most people was a typo. All of that changed in last six years.”
Thomas Friedman
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What Is “Digital Marketing”?
Digital marketing is a marketing process which
leads to the development and growth of the
business of any organization or brand by using
a variety of digital channels such as websites, a variety of digital channels such as websites,
email, search engines, social networks, mobile
platforms, e-commerce, etc.
Friday, February 20, 2015 20
The “Digital Disruption” in Marketing
OutboundInbound
ConspicuousSubtle
Unsolicited
Be
“Found”
Done by
salesmen
Done by “All”:
Customers,
Community,
Patrons
Friday, February 20, 2015 23
The “Digital Disruption” in Marketing
Intermediary
Dominated
Dis-
intermediated Difficult to
Target
Targeted
Limited
Reach
Viral
ReachExpensive Frugal
Difficult to
Measure
Measurable
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Transformation of “IT”...
Computation Machine
Consumer Product
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Business Process
Automation Tool
Medium of Edutainment
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Role of IT in Marketing...
Transformation in Traditional
Marketing
Digital
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Transformation in IT
Digital Marketing
30
“Chief Marketing Technologist”...
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Gartner says 70% of the companies today have now a new role named as
“Chief Marketing Technologist”, a profession that did not exist even a few
years back
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“We are still in the process of picking ourselves off the floor
after witnessing first hand the fact that a 16-year-old
YouTuber can deliver us 3 times the traffic in a couple of days YouTuber can deliver us 3 times the traffic in a couple of days
that some excellent traditional media coverage has over 5
months”
Michael Fox
Founder, Shoes of Prey
Friday, February 20, 2015 32
Digital Marketing: Digital Marketing: Digital Tools
Friday, February 20, 2015 33
Atanu Ghosh
Founder and CEO
BlueBeaks
Why Do I Set Up a Website?
Its my “Online Brochure”
“Find Me”
Build my Brand
Engage with
Friday, February 20, 2015
Engage with Customers
Transact Business
35
Web 1.0 and 2.0Web 1.0 Web 2.0
Published content ,
“read only”User generated
Collective
Intelligence
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User generated
content ,
“read –write”
36
Social Media
Friday, February 20, 2015
Social media refers to interaction among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks. Andreas Kaplan and
Michael Haenlein define social media as "a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content”. Furthermore, social media depend on mobile
and web-based technologies to create highly interactive platforms through which
individuals and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
organizations, communities, and individuals. (Wikipedia)
40
Digital Marketing Spectrum ...Web
SearchSocial
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
Mobile
Gamification
Friday, February 20, 2015
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Marketing
Online
surveys
Analytics
Big Data
Creative
+
Mobile
Web
41
Digital Beyond Marketing
Digital
Sales
Marketing
Reputation Management
Crowd Sourcing
Ideas
Crowd Sourcing Finance
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DigitalFeedback and
Complaints
Surveys
Recruitment
Professional Networking
and Recognition
Product Development
42
Digital Marketing: Relevant even
if you are not a Marketer
Entrepreneurs wanting to create a market
Corporate CEO/ CFO/ CMO/ CIO wanting to explore digital potential
Small Business Owners looking to expand business
Friday, February 20, 2015
Corporate Recruiters looking to source the right candidates
Professionals looking to create an influence in the client community
Upcoming artists/ performing artistes looking to promote their work
Housewife/ Househusband looking to gainfully utilise spare time
43
Digital Marketing: Digital Marketing: Online and Search Marketing
Friday, February 20, 2015 44
Atanu Ghosh
Founder and CEO
BlueBeaks
Traditional Advertising Model
Friday, February 20, 2015
1. Ad Agencies aggregate and
purchase ad inventory from
multiple publishers2. Publishers interested to
place ads approach Ad
Agencies possessing Ad
Inventory
3. Ad Agency matches
request to publish ad with
the available ad inventory
4. Ad Agency plans the
campaign and publishes ad
Process Flow in Traditional Advertisement
47
Traditional Online Advertising Model
Friday, February 20, 2015
1. Ad Agencies aggregate and
purchase ad inventory from
multiple websites.
2. Publishers interested to
place ads approach Ad
Agencies possessing Ad
Inventory
3. Ad Agency matches request
to publish ad with the
available ad inventory
4. Ad Agency plans the
campaign and publishes ad on
websites
Process Flow in Traditional Online Advertisement48
Search Marketing
Friday, February 20, 2015
Search Engine Optimisation (SEO)
Search Engine Marketing (SEM)
49
On Page SEO
On Page
Meta Title
Permalink
Meta Keyword in
Page Loading
Time
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On Page SEO
Meta Description
Keywords
Header Tags
Alt Attribute
Keyword in Website Content
52
On Page SEO
Priority 1
• Meta Title
• Permalink
Priority 2• Meta Description
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Priority 3• Keywords
Priority 4• Header Tags
53
Off Page SEO
Off
Back Links from Other
Websites
Social Media
PresencePopularity
Friday, February 20, 2015
Off Page SEO
ArticlesReputation
54
Caution on SEO!
Don’t “over SEO” with an intention
to “cheat” Google’s algorithm and
get a high rank in search.
Friday, February 20, 2015
Else, Google will soon hunt you
down with one of these!
57
Search Engine Marketing:
PPC, PPM, CTR
PPC = Pay Per Click
PPM = Pay Per Mille
Friday, February 20, 2015
PPM = Pay Per Mille
CTR = Click Through Rate
58
Search Engine Marketing:
Google Adwords
Campaign
• Campaign type
• Device
• Locations
• Language
• Bid Strategy
• Budget
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Ad Group 1
Ad 1 Ad 2
Ad Group 2
Ad 3
• Keywords (Adwords)
• Description
• Image
• Links
59
Search Engine Marketing:
Defining Appropriate Adwords
Usage
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Competition
Relevance
60
Digital Marketing: Digital Marketing: Email Marketing
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Atanu Ghosh
Founder and CEO
BlueBeaks
Digital Marketing: Digital Marketing: Social Media Marketing
Friday, February 20, 2015 70
Atanu Ghosh
Founder and CEO
BlueBeaks
Social Media
Friday, February 20, 2015
Social media refers to interaction among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks. Andreas Kaplan and
Michael Haenlein define social media as "a group of Internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation
and exchange of user-generated content”. Furthermore, social media depend on mobile
and web-based technologies to create highly interactive platforms through which
individuals and communities share, co-create, discuss, and modify user-generated content.
They introduce substantial and pervasive changes to communication between
organizations, communities, and individuals. (Wikipedia)
71
Why Social Media has Emerged
as a Powerful Marketing Tool?
Friday, February 20, 2015
Thomas Friedman could have added “… and when Viral was a fever …”
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Choice of Social Media
You are an upcoming photographer in India and
want to promote your work in India through social
media channels. Being an upcoming
photographer, you have limited budget.
Which of the following social media channels would
Friday, February 20, 2015
Which of the following social media channels would
be most effective for you?
78
Choice of Social Media
You are social activist and want to broadcast your
view about a popular but controversial social issue.
Which of the following social media channels would
be most effective for you?
Friday, February 20, 2015
� Google+
79
Choice of Social Media
You are CEO of a large FMCG company. You want to
engage with your customers in an interactive session
to get a direct feedback from your customers about
a newly launched product.
Which of the following social media channels would
Friday, February 20, 2015
Which of the following social media channels would
be most effective for you?
� YouTube
� Google+
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Promoting through Social
Media @ “Zero” Cost!
Blog Posts
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Content Pages
Groups
Photo/ Video
81
Social Media Promotion:
More Disintermediation
Targeting by Advertiser
Targeting by Social Media Platform
DSP
SSP
Disintermediation
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Viral Targeting
Audience
SSP
85
Social Media Promotion vs. Online
Advertising: “Open Graph API”
Social
Website
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Social Media
Other Social Media
Custom Apps and
Third Party Apps
Aggregator
86
Remarketing in Social Media
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Till Social Media Platforms introduce
their own Retargeting Tools
87
Digital Marketing: Digital Marketing: Mobile Marketing
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Atanu Ghosh
Founder and CEO
BlueBeaks
Mobile Devices
Nokia
36%
Apple
ZTE
5%
RIM
4%
HTC
4%
Motorola
4%
Huawei
4%
Sony
3%
Market Share
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Samsung
27%
LG
7%
Apple
6%
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Digital Marketing: Digital Marketing: Developing a Digital Marketing Strategy
Friday, February 20, 2015 103
Atanu Ghosh
Founder and CEO
BlueBeaks
Digital Marketing Spectrum ...Web
SearchSocial
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
Gamification
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Marketing
Online
surveys
Analytics
Big Data
Friday, February 20, 2015 104
Aligning business to digital marketing strategy
What business am I in?
B2B, B2C, C2C, G2C?
FMCG, Industrial
Product, Services?
What is the maturity of the
market I am serving?
Nascent, Growing, Mature, D
eclining?
What is the maturity of the
product/ service I am
providing?
New Product/ Idea, Mature
Product/ Service?
How big or known is your
brand or company?
Start-up?
Big and Known?
Friday, February 20, 2015 105
Aligning business to digital marketing strategy
What is your marketing
objective?
Cataloging your services, build
presence and brand, reputation
management, drive sales, Corporate
Social Responsibility?
Who are my target
customers?
Teens, Old
couples, Corporate?
Local, Global?
What is the marketing culture
of your organisation?
Conservative, Exploratory, Dig
itally Savvy?
What is your marketing
budget?$, Rs.
Social Responsibility?
Friday, February 20, 2015 106
My Digital Marketing Objective
Its my “Online Brochure”
“Find Me”
Build my Brand
Engage with
Friday, February 20, 2015
Engage with Customers
Transact Business
107
Building a Digital Marketing StrategyWeb
SearchSocial
Media
Web
1.0
Web 2.0
E-Commerce
SM
Presence
SM
Management
Web
Promotion
SM
Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social
Search
MobileOnline
Marketplace
Online
Directory
Services
Email and
Surveys
Analytics
1.0
SMSContent
Mobile
App
Mobile
Commerce
B2B
b2B
B2C
C2C
Online
Directory
Online
Reviews
Marketing
Online
surveys
Analytics
Big Data
Phase I Phase II
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