digital marketing tutorial

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Digital Marketing Guide

INDEX

12. Affiliate Marketing........................................................ 14

1. Overview and History.................................................... 3

2. What is Digital Marketing?.......................................... 4

3. Evolution of Digital Marketing?................................ 54. Who should learn?......................................................... 6

5. Channels of Digital Marketing................................... 7

6. Social Media Marketing............................................... 8

7. Email Marketing............................................................. 9

8. Mobile Marketing......................................................... 10

9. Content Marketing....................................................... 11

10. Display Marketing......................................................... 12

11. Video Marketing............................................................ 13

13. Measuring Digital Marketing.................................... 15

14. Trends in 2015............................................................ 16 - 20

15. Why It Matters?........................................................... 21 - 23


3/24Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Online Marketing is a boon to people who run businessonline. This e-book is an ultimate guide to master thedigital marketing channels. Put together through extensiveresearch and analysis of the regional and global trends,best-practice and benchmarks, we hope this guideprovides you an overview of the digital marketing. This willalso take you through the myriad of players andtechnologies that make digital marketing exciting.

Overview and History of Digital Marketing:



Digital Marketing is the promotion of products or brands via one or more

forms of electronic media. It is the strategy and processes that connect

advertisers with their audiences across digital channels. Digital Marketing

at its core is Marketing which is done through different channels such as

display, search, mobile, social, and video.

In addition, Analytics of campaign’s success is the beauty of Digital

Marketing. The parameters such as impressions, clicks, website hits, leads

and actual purchases can be tracked.

What is Digital Marketing?



How Digital Marketing differs from Traditional Marketing?

Over the last year or so traditional marketing had fallen nearly 160%

while in the same time frame expenses for digital marketing increased

over 14%.

Evolution of Digital Marketing?



Digital Marketing as discussed has a wide scope in future. It’s a

complete study of a platform on which all on-going and upcoming

businesses stand and will stand respectively. Digital Marketing is good to

know for all Marketing professionals, Sales Professionals, Business

Owners, Entrepreneurs, Digital Marketing Professionals, Students and

anyone who is eager to earn money through digital world in one or the

other ways.

Who should learn?



Organic Search Marketing: Search Engine Optimization is the most

traditional way to obtain a natural placement on organic search engine

results pages. It involves the promotion of websites by increasing their

visibility or achieving a higher ranking in search engine result pages.

Search Engine Marketing is achieved through both paid and unpaid

efforts. Search Engine Optimization (SEO), an on-going and time-

consuming process, is an unpaid effort which is nowadays taking a back

seat. However, Pay Per Click (PPC), an instant result driven approach, is a

paid effort and is the most popular digital channel to get results quickly.

Channels of Digital Marketing

Twitter

Facebook

Email

Blog

OnlineTarget

Video

ChatPictures

Google

Website

Banner

Internet

OnlineMarketing

Emailer

SEO

Offline

Online

Design

Review



Engagement with customers is the ultimate goal of each business. And

professionals know that social media is all about connecting people.

Using social media for marketing can enable small business looking to

further their reach to more customers. Your customers are interacting

with brands through social media, therefore, having a strong social

media marketing plan and presence on the web is the key to tap into their

interest. If implemented correctly, marketing with social media can bring

remarkable success to your business.

Social Media Marketing



Whether you’re sending an email newsletter, a special offer or an

invitation, email marketing deliver you the maximum return on

investment (ROI) and help get your business humming. The main benefits

of email marketing are it is Affordable, Measurable, Easy and Familiar and

gets you results. This is the best approach for one-to-one customer

interaction.

Email Marketing

COMPOSE



Mobile marketing can provide customers with time and location

sensitive, personalized information that promotes goods, services and

ideas. This approach includes SMS marketing, Multimedia Message

Service (MMS) Marketing, Push Notifications, App-based Marketing,

In-game Mobile Marketing and Mobile Web Marketing. It’s the right time

to think that your customers are mobile, Are you?

Mobile Marketing



Content marketing is a strategic marketing approach focused on creating

and distributing valuable, relevant, and consistent content to attract and

retain a clearly-defined audience — and, ultimately, to drive profitable

customer action. Few examples of content marketing include

Infographics, Webpages, Podcasts, Videos, Books, Apps, Presentations,

Blogs, etc. Content Marketing impacts 2 main stages of buying cycle i.e.

Awareness and Research. At first stage, customer needs to be aware that

there exists a solution. Once customer is aware, they will research about

the product or service to educate themselves for best buying. For both

these stages, companies need content to represent brand and do

marketing of the same content which is Content Marketing.

Content Marketing



Display Marketing is an extension of Content Marketing and a newest

approach to reach customers. It is a graphical advertisement that appears

next to content on websites, instant messaging (IM) applications, emails

& other digital format. It includes many different formats and contains

items such as text, images, flash, video, and audio. Although it is a push

marketing technique (people see your ads even if they don’t want to)

Display advertising does bring about some valid reasons to use it:

Display Marketing

Increase your online presence.

Help reach your marketing goals.

Help to increase brand awareness.Drive leads.

Promote new products or seasonal offers/promotions.

Increase reach and frequency.



video marketing is a new type of internet marketing and advertising in

which business create 2-5 minute short videos about specific topics using

content from articles and other text sources. The videos are then

uploaded to various video sharing websites like YouTube for distribution

and exposure. It serves as an alternate medium for businesses to convey

their message to a wider audience, and get more exposure. Being an

audio-visual medium, articles turned into videos also reduce the time

required to read the articles.

Video Marketing



Affiliate marketing is a type of performance-based marketing in which a

business rewards one or more affiliates for each visitor or customer

brought by the affiliate's own marketing efforts. In other words, it is a

process of earning commission by promoting other people's (or

company's) products.

Affiliate Marketing



If it’s important to take initiative and make efforts then its equally

important to measure the success of those efforts and essentially when

you have tools to measure. The beauty of digital marketing is that it

provides you the tools to measure the success of your digital campaigns

and the entire process is termed as Digital Analytics.

Digital analytics is the analysis of qualitative and quantitative data from

your business and the competition to drive a continual improvement of

the online experience that your customers and potential customers have

which translates to your desired outcomes (both online and offline).

Digital analytics should run in parallel with other marketing activities

providing business with real-time information. The analytics cycle consists

of four steps: measure, analyse, report and test.

Measuring Digital Marketing

280

345

214

745

170 458



Digital marketing has over the last few years undergone a substantial

transformation, becoming an increasingly important medium for creating

an online brand experience. It’s a broad field which keeps on extending

everyday with new techniques. Some of prevailing trends of the current

scenario are discussed below:

1. Content Marketing will be your true value: According to

Gartner surveys, content is the most powerful marketing strategy

marketers can use to spread the word of brand. The popularity of content

marketing strategies will continue unabated into the upcoming year,

which essentially means that marketers will abandon the traditional

digital marketing tactics in favor of creating more relevant and inspiring

content. Instead of relying on tested solutions, companies will pay more

attention to customer experience and curate content in a more emphatic,

client-oriented way.

Trends in 2015



2. Purchase funnel has blown to bits: Customer has moved from

discrete linear purchase to wearable technology. This moves in customer

time as consumers create links to each other and to brands. Hence

bridging the gap between the online and offline experiences will be a big

step for upcoming online marketing trends.

3. Globalization integrated with personalization: On one hand,companies are becoming global by ensuring their presence in new

emerging social media networks, mobile presence and other digital

channels. On the other hand, companies are increasingly putting efforts

to do personalize interaction with customers to ensure loyalty of brand.

The Purchase Funnel is Blown to Bits



4. Marketing Analytics will Bloom: Analytics tools are common for

marketers to track their digital campaigns. Marketers should realize the

importance of analysing the success of their strategy because today many

small medium-sized businesses (SMBs) even after undergoing digital

transformation are blowing down because of wrong track they arefollowing. As it is not always about making efforts, sometimes it’s also

about making right efforts.



5. Be mobile-friendly: The closest reach to your customers is mobile.

This means thinking about mobile when it comes to each and every piece

of content you create - your blog posts, emails and social media posts. A

majority of your followers and subscribers are likely to be accessing your

content via mobile, and yet many businesses still aren't creating and

distributing their content with these users in mind.

6. Strategy of pulling prevails more than pushing: Brands who

use social primarily for "pushing" sales will die out. Marketers need to

understand that social networking is a means to increase interaction withcustomers instead of pushing them or sales. Brands must use the concept

of attracting new customers rather than pushing sales ads to the exiting

visitors. The main motive should be to know their interests by meaningful

interactions.



7. Visual media will go wild: We have been watching it for a few

years now but images, photos, embedded video in social networks and

now streaming video (Meerkat and Periscope) is changing the

engagement landscape. This has happened because of the rapid rise of

mobiles with cameras that are fast rivalling professional Digital SLR’s.

During the last few years, the use of videos for marketing purposes has

been steadily growing. This trend is the most likely to continue into 2015,

when more and more companies will start creating the so-called

‘explainer videos’ and giving them a prominent role in the user

experience tactics.

VisualSocialMedia



The world is quickly becoming digital. Companies are starting to

recognize the importance of getting digital and it is essential that

marketing departments adapt quickly to the new circumstances and

actively hire professionals in the field of digital marketing.

Digital marketing is extremely important, not only because of its rapid

growth but also because it is essentially the future of marketing. Soon all

other traditional marketing forms will disappear as digital marketing will

replace them altogether. Now, lets put some light on key reasons of using

digital marketing:

Why It Matters?



• Digital Marketing saves you money: In this digital era,

designing websites are quite inexpensive. Moreover, social networks like

Facebook, Twitter, Snapchat and many others give us free access of

creating accounts and making our presence global. Conclusively, digital

media is much affordable as compared to traditional advertisements such

as TV, print media, banners, etc.

• Its measurable: With a wide range of analytics and data we are

able to analyse our own marketing campaigns and find out how the

campaign performed and how it can be improved. Of course you can get

this data for traditional marketing campaigns but a digital campaign will

allow you to measure the success in real time, giving you the advantage

of planning more effectively and making changes almost instantly.



• Globalisation: Yes, its only and only through digital marketing that

companies are now present globally. A company need not to have

physical branches in all parts of the country, it can be present everywhere

anytime through digital media.

• It prepares for Future: By the year 2020, Gartner reported there

is a projected 26 billion gadgets- smartphones, tablets, watches,

eyeglass and more- all interconnected in a global online ecosystem that

makes up the “Internet of Things”

• Digital Marketing ensures Consumer Engagement: 80% of

consumers use the internet to make their search for information a whole

lot easier and convenient. With the various tools and channels available

with digital marketing, business owners can reach targeted customers

who spend as much as 23% of their online time looking for information

and connect with them by as much touch points as needed. This concept

leads to higher conversion rate which is the end-goal of every business.


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