Digital & Social Media Marketing

Dr Somesh Kumar Sinha

Digital & Social Media Marketing
Key points

 What is digital marketing?

 Why are people going online?
 Benefits of digital marketing
 What does digital marketing consist of?
 Search engine optimization (SEO)
 Pay per click (PPC)

 Social media Marketing (SMM)

 Digital marketing measurement
 How digital marketing evolved
Digital & Social Media Marketing
Defition

What is digital marketing? (brainstorm)

“Digital marketing” is the process of building and maintaining customer

relationships through online activities to generate sales and/or capture
customers that are searching on the Internet for answers.
Digital & Social Media Marketing
Why are people going online? (brainstorm)
Digital & Social Media Marketing
Why are people going online?

For information on a new product, service or location

With the constant growth of the web, and more people getting connected
every day, digital marketing has become a necessity for many organizations.
This also includes small businesses that want to trade online and make a
name for themselves on the web.

The web is crowded with information. If you have a website,

how can these people reach you?
What are the benefits of digital marketing?
Digital & Social Media Marketing
What are the benefits of digital marketing? (brainstorm)

Over traditional marketing *

Puts the consumer in control

Provides convenience
Drives brand loyalty
Reduces the selling cycle
Builds your brand
It is measurable
It is cost effective
Digital & Social Media Marketing
Digital marketing objectives

One way to make sure you are found on the web is with an
optimized digital marketing strategy. Most digital marketing
strategies and campaigns have 5 objectives: (brainstorm)

1.Reach the right audience

2.Engage with your audience
3.Motivate your audience to take action
4.Ensure efficient spending on your campaign
5.Maximize return on investment (ROI)
Digital & Social Media Marketing
What does digital marketing consist of? (brainstorm)

Key components

Website design (user experience)

Search engine optimization (SEO)
Pay per click (PPC)
Social media marketing (SMM)
Email marketing
Display advertising (banner ads)

Let’s look more closely at some of these key

components.
Digital & Social Media Marketing
What is search engine optimization (SEO)? (brainstorm)

SEO definition

Search engine optimization (SEO) is the process of

getting traffic from the “free,” “organic,” or
“natural” listings on search engines.

All major search engines such as Google, Yahoo

and Bing have such results, where web pages and
other content such as videos or local listings are
shown and ranked based on what the search engine
considers most relevant to users. Payment isn’t
involved, as it is with paid search ads.
Digital & Social Media Marketing
What is pay per click (PPC)? (brainstorm)

PPC definition

Pay per click (PPC) is a type of sponsored online

advertising that is used on a wide range of websites,
including search engines, where the advertiser only
pays if a web user clicks on their ad. Hence the title,
'pay per click'.

Advertisers place bids on keywords or phrases that

they think their target audience would type in a search
field when they are looking for specific goods or
services.
Digital & Social Media Marketing
Advantages of pay per click (PPC)? (brainstorm)

 Very fast
 Get targeted visitors within hours (sometimes minutes)
 Can yield highly profitable results
 Great testing platform and can be highly targeted
 Time of day
 Geographic area
 Keywords and phrases
 Immediate feedback
Digital & Social Media Marketing
Disadvantages of pay per click (PPC)?

No guarantees
Heavy competition
You pay regardless of any sales
Competitive keywords demand higher bids
Restricted to text and image ads
Traffic stops when you stop paying
Digital & Social Media Marketing
What is Social media marketing (SMM)? (brainstorm)

Social media marketing

definition

Social media is a medium or

instrument for communication, like
a newspaper or a radio.

Social media = a social instrument

of communication.
Digital & Social Media Marketing
Advantages of social media marketing (SMM)?

 Targeted traffic
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Ability to go viral therefore high visibility
 Cost effective (only time and effort)
Digital & Social Media Marketing
Disadvantages of social media marketing (SMM)?

 More time consuming than SEO and PPC

 No short term ROI
 Everything is public
 Ineffective use = brand credibility loss
Digital & Social Media Marketing
Digital marketing measurement

ROI (return on investment)

Many tools and systems are available to calculate your ROI
and to measure the effectiveness of your digital marketing
campaign.

ROI tools
Google analytics
Google webmasters tools
Basic google search
Google adwords
Social media monitoring tools

WHICH IS THE MOST EFFECTIVE? Find out and tell us!

Digital & Social Media Marketing
How has digital marketing evolved over the years?

Back in the day, it was all about …..

Build a website
Build links, build more links, and build even more backlinks
Hope it shows up in Google someday
Hope it displays on the results page with the right keywords
(what people are typing in when they search)
It was like fishing and hoping you will get a catch.

With SEO, PPC was born – (pay per click)

Build ads around keywords and pay for
everyone that clicks the ad and visits your site
Eg. Google’s Adwords (3 line ads that show up
on the right/top of search engine results)
Microsoft’s Adcenter
Yahoo’s search marketing (Overture)
Digital Marketing Platforms

1. Facebook

2. LinkedIn

3. Quora

4. Google AdWords
Digital Marketing Platforms …

5. The Google Ecosystem: Many platforms don’t play well together for
attribution. Google has unified audience targeting across their stack of
products from search display to video.
6. ShareASale : Creating an affiliate program on the ShareASale platform
has been one of the good ways of advertising. Bloggers and content
creators can then make a commission from the sale of products, motivating
them to write about my products and recommend them to their readers.
7. Instagram
8. Blog
Digital Marketing Strategies

• SEO - SEO is the process of improving your website so that it ranks

highly in search engine results for keywords and phrases related to your
business. The more keywords you rank for and the higher you rank the
more people will see and become familiar with your website and business.
• PAY-PER-CLICK ADVERTISING (PPC) -
• CONTENT MARKETING - In content marketing, your business
focuses on reaching, engaging, and connecting with consumers via content.
This content, which can include videos, blog posts, infographics, and more,
provides values to users.
• EMAIL MARKETING - Email marketing focuses on retaining existing
customers, as well as gaining new ones. It’s an excellent technique for
building brand awareness, keeping your company top-of-mind, and
encouraging repeat purchases.
Digital Marketing Strategies …..

• SOCIAL MEDIA MARKETING - Social media marketing focuses

on building brand awareness and increasing conversions. A social media
marketing campaign can feature one or several social media platforms,
depending on your target audience and their platform preferences.
• VOICE SEARCH OPTIMIZATION - With voice search
optimization, your company optimizes existing and new website content
for voice search. The intention is to earn your website the featured
snippet or position zero spot in Google search results.
• VIDEO MARKETING - Via video marketing, your company
increases its reach, grows its revenue, and expands its operations. Like
content marketing, as well as email marketing, your business focuses on
creating informational and valuable videos for its target audience.
Latest Digital Marketing Trends
1) Artificial Intelligence
Artificial intelligence is the biggest commercial opportunity for
companies, industries, and nations over the next few decades” and “will
increase global GDP by up to 14% between now and 2030,” which means
that “AI latecomers will find themselves at a serious competitive
disadvantage within the next several years.”
• AI can analyze consumer behavior and search patterns, and use data from
social media platforms and blog posts to help businesses understand how
customers find their products and services.
• One exciting example of AI in practice is chatbots (more on that
later). Mastercard created a Facebook messenger bot – which uses natural
language processing software to decipher what the customer wants and
respond as if it were a real person to automate handling payments.
Latest Digital Marketing Trends
2) Programmatic Advertising

• Programmatic advertising means using AI to automate ad buying so you can

target more specific audiences.
• Real-time bidding, for example, is a type of programmatic ad buying. This
automation is much more efficient and fast, which means higher
conversions and lower customer acquisition costs.
• It’s changing the face of digital advertising so swiftly that, according to
eMarketer, 86.2% of digital display ads in the U.S. will be programmatic by
2020.
Latest Digital Marketing Trends
3) Chatbots

• Chatbots will continue to be an important part of digital marketing in 2020.

This AI-based technology uses instant messaging to chat in real-time, day
or night, with your customers or site visitors.
• Surveys show that:
– Top benefits of chatbots are 24-hour service
– Instant responses to inquiries
– Answers to simple questions
Latest Digital Marketing Trends
5) Personalization

• Consumers are highly annoyed with generic advertising blasts

• 80% say they are more likely to do business with a company if it offers
personalized experiences
• 90% claim they find personalization appealing
• personalized, triggered emails based on behavior are 3x better than batch-
and-blast emails.
•  examples of the power of personalization - Netflix and Amazon, with their
tailored recommended products or movie titles.
Latest Digital Marketing Trends
5) Personalization

Here are a few other companies that are successfully using personalization today:

• EasyJet launched a data-driven email campaign that uses customers’ travel history
with the airline to build personalized stories, which then suggest where they might
like to travel next. About 12.5 million unique emails have been sent, which had a
25% higher click-through rate than non-personalized emails.
• Cadbury’s created a personalized video campaign that matches a Dairy Milk flavor
with users based on data from their Facebook profile, including age, interest and
location. The campaign generated a 65% click-through rate and a 33.6% conversion
rate, proving that the personal touch works.
• Starbucks uses a gamified mobile app that draws on data like purchase history and
location to get as personal as possible, allows customers to customize their drinks,
and encourages further use with its rewards system – which skyrocketed their
revenue to $2.56 billion:
Latest Digital Marketing Trends
6) Video Marketing

Video marketing is one of the most important marketing trend today and likely
for the next 5-10 years.
These numbers show the importance of incorporating video into your digital
marketing strategy in 2020:
– 70% of consumers say that they have shared a brand’s video
– 72% of businesses say that video has improved their conversion rate
– 52% of consumers say that watching product videos makes them more confident in online
purchase decisions
– 65% of executives visit the marketer’s website and 39% call a vendor after viewing a
video
– Video is by far the most popular way customers want to learn about new products.
Latest Digital Marketing Trends
7) Influencer Marketing

• Influencer marketing is a type of word-of-mouth marketing that focuses on

using key leaders to amplify your brand message to a larger market.
• Influencers can be well-known celebrities, but more often they are
Instagram or YouTube personalities with a huge niche following who can
help spread the word about your business or product through their social
channels.
– Because influencer marketing is generally more authentic than corporate
advertising:
– 63% of consumers trust influencers’ opinions of products much more than what
brands say about themselves
– 58% of people have bought a new product in the past six months because of an
influencer’s recommendation.
Latest Digital Marketing Trends
8) Visual Search
Visual search can take the user experience to a totally new level: People can upload
an image to conduct a search and get more specific results.
Latest Digital Marketing Trends
8) Visual Search
A) Pinterest Lens
Not surprisingly, Pinterest has jumped on the visual search bandwagon. They came out
with Lens, a visual search tool that allows users to take a photo of an item to find out
where to buy it online, search for similar products or view pinboards of related items.
As Marketing Land puts it, it turns your phone’s camera into a search bar.

B) Google Lens
Pinterest is not the only one with visual search. Google Lens is a visual search engine
by Google, which recognizes objects and landmarks through a camera app.

C) CamFind
Another visual search mobile app which enables you to search for anything from your
phone simply by snapping a picture.