Digital Marketing Dr. Anandan PillaiAssociate Director (Paid Media), Performics (Publicis Media)

Digital Marketing Landscape SEM / PPC Google Display Network SEO Social Media Display Advertising Email Marketing Mobile Marketing Blogging

Shift in Consumer Buying Cycle Classification of Digital Media: Owned, Earned, Paid Media Quiz Analytics & Tools Digital Marketing Career

AGENDA

What is Banasthali University?

Universities Founded Search ResultsBanasthali University 1935 5,00,000Banasthali Vidyapith 1935 1,97,000BHU 1916 95,00,000JNU 1969 1,18,00,000

Snapshot

WHY ???

Google Trends

Google Trends

DIGITAL MARKETING LANDSCAPE

SEM/PPC

SEOSocial

Display

Mobile

Email

Blogging

Affiliate

SEM / PPC

SEM / PPC

Product Listing Ads

SEO

SEO

Voonik

Looksgud.in

Amazon

Craftsvilla

Mirraw

Shopperstop

Snapdeal

Display Marketing

Social

Mobile Marketing

Email Marketing

Blogging

awareunaware

enjoy

consider

buy

NON-BUYERS BUYERS

Consumer Journey

POEM

Need

Search SEO, SEM, PLA, Mobile

Research

SEO, SEM, Blogs

Email Marketing

Consult Social Media, Mobile

Window-Shop

Powerful Website

Remarketing

Purchase SEM, Social, Email, Mobile

Quiz 1 - Digital TouchPoints Across Consumer Decision Journey

Quiz 2 – Digital Media Channels vs Key Marketing Objective

Channel EngagementLead Generation / Sales / Acquisition

Branding /Visibility

SEO NoIn Long TermYes

SEM NoOfcourse!I would not spend

DisplayYou need to

be really creative!

May Be, if executed in a creative mannerAbsolutely!

Social Ofcourse!Use advanced paid features to get it

right!Yeah!

Mobile Lot of Options!

You got to be really creative!Yes

EmailPlan the

sequences well!

Don’t be intrusive!Nope!

Blogging Indirect engagement

Usually doesn’t work!Yes!

ANALYTICS - Web

Audience Sessions Unique Users Demographics Time Spent Bounce Rate Exit Rate New vs Returning User

Acquisition Source – Direct, Search, Referral, Social Source – Country, City

Behavior Pages Visited Site Search

Conversions Goals Attribution

ANALYTICS - SEM

Impressions Clicks CTR = (Clicks / Impressions) *100 Cost CPM = (Cost / Impressions) *1000 CPC = (Cost / Clicks) Avg. Position Conversions Cost / Conversion = (Cost / Conversions)

ANALYTICS - Social

Engagement Facebook – Likes, Comments, Shares Twitter – Retweets, Replies, Likes YouTube – Views, Likes, Comments, Dislikes LinkedIn – Likes, Comments, Shares

Clicks CTR = (Clicks / Impressions) *100 Cost CPM = (Cost / Impressions) *1000 CPC = (Cost / Clicks) Conversions Cost / Conversion = (Cost / Conversions) Share of Voice Sentiment Analysis (Positive, Negative, Neutral)

ANALYTICS – Email Marketing

DIGITAL MARKETING CAREER

Corporate Agency Publishers

Strategic Creative, Visionary

Account ManagementAccount Manager, Client Servicing

Overall Knowledge, Communication Skills

Negotiation SkillsNumber Cruncher

FunctionalSEM, Social, Email, Affiliate, Media Buying, Media

PlanningAnalytics, Web Development, Mobile Marketing

In depth functional knowledgeAlways at the top of industry

CreativeNumber Cruncher

Thank you &

Good Luck!