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    Digital Marketing Channels 2020jyoti

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    Ray Purnaneel
    The document discusses digital marketing trends and techniques. It provides an overview of the shift from traditional to digital marketing and the growing importance of digital channels. Some key points covered include the increasing percentage of the global population that uses the internet, breakdowns of digital advertising spend by medium and company, definitions of digital marketing, and popular digital marketing techniques like SEO, social media marketing, and search marketing. It also discusses metrics, terminology, customizing messages, and keyword research strategies relevant to digital marketing.

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    Digital Marketing Channels 2020jyoti

    Uploaded by

    Ray Purnaneel
    38 views26 pages
    The document discusses digital marketing trends and techniques. It provides an overview of the shift from traditional to digital marketing and the growing importance of digital channels. Some key points covered include the increasing percentage of the global population that uses the internet, breakdowns of digital advertising spend by medium and company, definitions of digital marketing, and popular digital marketing techniques like SEO, social media marketing, and search marketing. It also discusses metrics, terminology, customizing messages, and keyword research strategies relevant to digital marketing.

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    Digital Marketing Channels 2020Jyoti

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    The document discusses digital marketing trends and techniques. It provides an overview of the shift from traditional to digital marketing and the growing importance of digital channels. Some key points covered include the increasing percentage of the global population that uses the internet, breakdowns of digital advertising spend by medium and company, definitions of digital marketing, and popular digital marketing techniques like SEO, social media marketing, and search marketing. It also discusses metrics, terminology, customizing messages, and keyword research strategies relevant to digital marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    38 views26 pages

    Digital Marketing Channels 2020jyoti

    Uploaded by

    Ray Purnaneel
    The document discusses digital marketing trends and techniques. It provides an overview of the shift from traditional to digital marketing and the growing importance of digital channels. Some key points covered include the increasing percentage of the global population that uses the internet, breakdowns of digital advertising spend by medium and company, definitions of digital marketing, and popular digital marketing techniques like SEO, social media marketing, and search marketing. It also discusses metrics, terminology, customizing messages, and keyword research strategies relevant to digital marketing.

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    of 26

    Digital Marketing Channels

    Dec 2020

    Courage . Heart
    Traditional v/s Digital Marketing Paradigm

    The old marketing paradigm

    The new digital paradigm Source: Strategic Digital


    Marketing – Eric
    Greenberg

    Courage . Heart
    Digital Marketing Trends

    Courage . Heart
    55% of the world population has access to Internet (2020)
    Number of active Internet users India – 687 million (2020)

    Courage . Heart
    Courage . Heart
    Ad spend share by medium

    Distribution of ad spend – India 2020

    Courage . Heart
    Breakup of
    Digital Ad
    spend by
    channel
    worldwide–
    2019

    Courage . Heart
    Breakup of
    Digital Ad
    spend by
    company –
    2019

    Courage . Heart
    What is Digital Marketing?
    How do you define?

    Courage . Heart
    Digital Marketing - Definition

    • Term “digital marketing” has evolved over time from a specific term
    describing …
    • …the marketing of products and services ‘using digital channels’
    to an umbrella term describing….
    • ….the process of using digital technologies to acquire customers and
    build customer preferences, promote brands, retain customers &
    increase sales

    (Source – Financial Times)

    Courage . Heart
    Digital Marketing - Definition

    • Digital marketing is an adaptive, technology-enabled process by


    which firms collaborate with customers and partners to jointly create,
    communicate, deliver and sustain value for all stakeholders.

    (Kanan & Li, 2017)

    Courage . Heart
    Digital Marketing Techniques

    Courage . Heart
    Popular DM Techniques

    SEO

    Video Search
    Marketing Marketing
    Digital
    Marketing
    Techniques
    Social
    Mobile
    Media
    Marketing
    Marketing
    Email
    Marketing

    Courage . Heart
    The POEM Framework of Digital Media

    • Paid Media
    • Owned Media
    • Earned Media

    Courage . Heart
    Digital Media Measurement Techniques

    • Impression
    • An ad which is served to a user's browser.
    • Reach
    • The total number of users who will be served a given ad.
    • Click
    • Metric which measures the reaction of a user to an Internet ad.
    • Click thru’ rate
    • ad clicks ÷ ad impressions.

    Courage . Heart
    Digital Media Terminology

    • CPM (Cost per Mille OR Cost Per Thousand)


    • CPM defines the cost of 1,000 impressions on an ad.
    • CPC (Cost per click)
    • Cost of advertising based on the number of clicks received.
    • CPV (Cost per view)
    • Cost of video advertising based on the number of views received
    • Engagement
    • Number of time users take any action on content. Generally used in
    social channel to measure ROI

    Courage . Heart
    Digital Media Terminology

    • Engagement Rate
    • Total Engagement / Total Reach
    • CPA – Cost per acquisition
    • The cost of acquiring one customer. Used only when leads, sales or
    conversions are generated.

    Courage . Heart
    Segmenting and Customizing Messages
    F – 15-35
    Visitors to portal and Demographic

    booked travel online Chennai


    Behavioral Geography

    Website visitor
    Existing
    customers CRM Remarketing

    Music
    Similar to Topic
    registered users Look alike

    Devices Language Tamil


    iPhone X
    Placement

    Moneycontrol.com

    Courage . Heart
    SEARCH MARKETING

    Courage . Heart
    Search Marketing

    • Search is inbound as compared to other marketing channels


    • 74 % of shoppers start their product research with a search engine
    • 78% of B2B buyers begin their journey with search
    • Even if you believe your existing advertising is driving your business, you
    might still need search marketing.
    • Two Types
    • Organic Search or Search Engine Optimization (SEO)
    • Paid Search or Search Engine Marketing (SEM) – CPC or PPC Advertising

    Courage . Heart
    SEO and SEM

    Courage . Heart
    Paid v/s Organic Search

    Courage . Heart
    How does search work?

    • How do organic search listings work?


    • A spider or crawler which is a component of a SE gathers listings by
    automatically "crawling" the web
    • The spider follows links to web pages and stores them in the SE’s
    index
    • Based on this data, the SE then indexes the pages and ranks the
    websites
    • Major SEs that index pages using spiders: Google, Bing, Yahoo!.
    • Spiders read only text, nothing else.

    How Search works – By Matt Cutt

    Courage . Heart
    SEO/SEM – How Google ranks sites
    • Key Factors
    • Content Factors
    • Content Relevance, Word count, Keywords in Body, Keyword in Title, Description and H1
    • User signals (CTR, time on site, bounce-rate)
    • Technical Factors ( Presence of H1/H2, HTTPS, TLD Rankings, File size, Site speed,
    URL length)
    • User experience (Font size, images, interactive elements, video integration)
    • Social signals ( Facebook, Twitter, Pinterest, Google+)
    • Total number and quality of backlinks.
    • Total number and quality of referring domains
    • Mobile Friendliness
    Source: Search Metrics Google Ranking Factors study, 2019.

    Also visit MOZ Ranking Factors Survey for a deeper study - https:// moz.com/ search-ranking-factors

    For Future Google Updates - Search Engine Round Table http:// www.seroundtable.com/ category/ google-updates and https:// moz.com/ blog

    Courage . Heart
    Keyword Research

    • Most important step


    • Wrong keywords impact traffic
    • Important to assess competitiveness of
    keywords
    • Popular search terms ~ 30% of the searches
    performed on the web.
    • 70% ~ the "long tail" of search.
    • "shoes" v/s "best price on Reebok black
    school shoes size 12"

    Long-tail keywords are good keywords for most SEO/SEM projects.

    Courage . Heart
    Thank You

    Courage . Heart

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