DIGITAL MARKETINGB-Tech Project

Ayush Ranjan (Y12UC057)Saksham Jain (Y12UC223)

Digital marketing is a necessity in modern business, and more companies are advertising in search, social, and display marketing channels in order to compete

for consumer’s attention and keep abreast of their demands.

Marketing in total is..

Goal + Platform + Content + Measure

GOALObjective

● Building traffic or customers● Product / Service Launch● Brand Promotion● Attract strategic partners● Deepen loyalty with existing customers● Brand Awareness and customer education● Talent Recruitment● Establishing online visibility● Competitive Review and Analysis

Audience

● Gender● Age● Geography● Interests● Earning

Company: Dove

Marketing Objective: Celebrate Aunts DayBuild Loyalty and TrustGrow online engagementIncrease Sales

Audience:Females15-65 yrs oldUrban ResidentsBeauty Products as interests

Important: Here tagging is the great way to set reactive engagement among audience that will benefit the brand to generate organic visibility.

PLATFORMSA digital platform refers to the software or hardware of a site. There are numerous platforms which allows the content to be shared in various forms and reach the audiences and customers present all across the globe. But most importantly it is required the choose the platform in the manner which will help us publish our marketing content aligned with our marketing goals.

The following are the various types of digital marketing platforms: ● Search Engines● Social Networking Sites● Photo and Video Sharing platforms● Bookmarking● Websites● Mobile Applications● Emailing

Our focus is on..

1. EmailsEmail marketing is one of the most effective methods of direct communication between a brand and its customers. It is the leading generator of ROI over any other type of direct marketing and can be used for multiple use cases, including promotions, informational content, social sharing, relationship management and more.

2. Google AdWords & SEOGoogle AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Now since, Advertisers have to pay for these clicks, views therefore this how Google earns money (from Search Campaigns). In a nutshell, AdWords is an interface where an Advertisers creates Ads on the basis of his Advertising Goals with selected keywords under the flexible budget set by his side for bidding.

AdWords is a boon for Advertisers as it offers various types of bidding options like: COST PER CLICK (CPC), COST PER THOUSAND IMPRESSIONS (CPM), COST PER ACQUISITION (CPA).

Paid Vs Organic

SEO stands for Search Engine Optimization. It is the process by which you try to improve the visibility of any website or

webpage in a search Engine's result. It works for the organic results which we see on any search Engine for say Google,

Bing etc.

Let's take an example to explain this: You have just created a website which beautifully describes about the types and

detailing of Handicrafts. Though your website is excellent , full of pictures , fabulously written but you receive only a handful

of daily website hits. Why ? - This is because your Page Rank ( Visibility for instance ) is not good. You type handicrafts on

Google to see where does your website lie and see that you are lying somewhere around 27th Page of Google.

How Google Searches

Case Study - Taskbob StartupIt is a hyperlocal service startup based in Mumbai with a customer base of 35,000 and bounce rate of 22%. Here we have studied how digital marketing affects its online presence using google ads model, google web analytics and SEO on its website.

Adwords AnalyticsOn Taskbob

SEO Parameters of Taskbob

3. FacebookFacebook continues to be the reigning champ of social media sites, as the #1 spot where friends connect and share online. More than just a meeting place for friends, Facebook has grown into a venue for businesses to market themselves through interaction with customers and self-promotion.

Facebook has four tools that can be used by anyone. Each of these options has its own purpose, and they can be combined for greater reach.

GROUPS | PAGE | ADVERTS | INSTANT ARTICLES

Facebook Page

It is a great free marketing tool for businesses. These pages let businesses identify themselves – not just through listing product offerings and services, but also by sharing links, images, and posts on a customizable page to give a better sense of a business’s personality and character.

The best way to utilize facebook pages is only when we harness the power of page insights. Facebook Insights allows you to learn more about your Facebook page’s visitors, engagement, and content.

Case Study - E-Cell LNMIIT

It is a student run organization of entrepreneurship at the LNM Institute of Information Technology Jaipur. The Page is active from 2014 and has more than 3.5 K Likes on it.

Post Engagement of E-Cell

Competitive Analysis

Audience Insight

Facebook offers a fantastic targeted advertising platform. You can create ads targeted at specific geographic areas, ages, education levels, and even the types of devices used for browsing. Facebook ads allow you to promote your business, get more fans for your business Page, and drive more leads for your sales team.

Facebook Adverts

Facebook has built-in analytics to help track ad performance in terms of number of impressions, clicks, and click through rate. Run multiple ad variations at the same time and use the ads manager to determine which ones deliver the best results for your business.

Audience Builder

Facebook Instant Articles

If you’ve ever clicked on an article link in the Facebook app, you know that no matter how well the website is optimized for mobile, you always have to wait for the site to load before you can get to the content. Now Facebook Instant Articles solves this by allowing publishers to optimize their content so readers can access it instantly.

4. TwitterTwitter is a tool for "micro-blogging" or posting very short updates, comments or thoughts. In fact, since Twitter was designed to be very compatible with mobile phones through text messages, each update is limited to 140 characters. Truly, a micro-blog. Another way to think of Twitter is like a cross between instant messaging (IM) and a chat room, because it is an open forum, but you restrict it to the people with which you connect.

Advertising on Twitter: Here we see a sponsored tweet by a brand “Up To” that is promoting the download of their calendar app. Twitter allows such ads in your feed based on the user’s interests. And so if the user clicks on the download button then it's a successful campaign for “Up To” brand, which will be later charged by twitter business based on its costing model.

Case Study - Saksham Personal Tweets

Saksham’s twitter account has more than 400 followers.

Insight on users interests and audience

YouTube: For Videos and Podcasts

Instagram: For Photo Sharing

Instagram: For text status

Facebook: For Link updates

CONTENTThe most important rule of marketing is to create content that is meant to help your customers, not sell to them.

Content Creation Machine:

1) Team: Assemble the group to manage your content marketing operation

2) Ideas: Generate a steady flow of ideas for your content

3) Production: Create and Assemble your content

Marketing Team

Types of Content

Case Study - OpenSky Ventures

This facebook page showcases experience of people at their place of work to inspire others.

The following campaign required a delivery of memories using a story and some photos. Thus content created here is a 200 word story and attached 5-7 photos.

For increasing the visibility of such campaign we used #PhotosAtWork tag that helped in reaching more than 5.6K view in total.

Platforms: Facebook and LinkedIn

MEASUREIn the digital marketing age, not only are measurable metrics and other analytical data are possible and available in real-time, the need to measure these data is paramount as evidence to success. Every digital marketing tool available has some means of measuring success made available through the various metrics business owners can obtain. However, with the tons of data available and easily accessible, choosing the right type of metric to monitor can be daunting for marketers. There is the possibility of choosing and monitoring metrics that really pose no significance for what matters most in business – earning revenues

TRAFFIC | CONVERSION | REVENUE

For Traffic

These metrics is very important for both search engine optimization and pay per click digital marketing techniques.

For Conversion

Converting website or app traffic into business leads or outright sales.

For Revenue

These metrics tells us if particular campaign is profitable or not so you we can make adjustments on how we can improve our content for better engagement, higher conversions and bigger revenues.

Case Study - Pulse Candy Blog

A 1500 word long content on a very famous candy named Pulse was written by our end on 2 platforms ( namely Quora and LinkedIn ). The headers , content and keywords involved in the following were researched on the inclination of a favorable Digital Marketing output. The statistics for the same are as follows :

Views: 62 K

Shares: 300

Likes: 1.4 K

Comments: 450

As an achievement it appears as the 2nd link on the google first page when searched “Pulse Candy”. This was done possible only in time span of 3 months by using the correct keywords in the blog.

Pass Pass Pulse Candy- Quora Blog

Quora - 51 K Views LinkedIn - 10.6K Views

PRIMARY AIM- We did a testing of the same by writing a 1500-word document with selected Keywords (by doing Keyword Research) and posting it on to the both platforms simultaneously.

OUR SECONDARY AIM FROM THE EXPERIMENT? – To see the ranking ability of Google’s rolled out Panda and Penguin algorithm and how much time it takes, with what Ranking factors to fair onto the top of the SERPS (Search Engine Result Pages).

THIRD AIM – To see, how much power do these platforms (Facebook , Twitter , LinkedIn etc) carry while ranking in the SERPS. Primarily , how much weightage is given to these mediums by the Google Search Engine.

MYTHBUSTERS !

MYTH: It takes at least 6 months for any content to reach the top of the page in the SERPS.

MYTH-BUSTER: In a span of 3 months, the post received 60,000+ views and came at first position on Google Search

RESULTS:

1. First page on the SERPS , 2 ranking in Organic Search

2. Keywords carry enormous weightage in the pagerank algorithm

3. Distinguish between platforms-content wise. ( LinkedIn vs Quora )

The world has transitioned into a very digital environment. Not only are magazines going digital, we perform many of our daily tasks such as banking online and much of our reading is done on e-readers. Because of the rise of the digital age, it just seems like common sense to invest in a digital campaign.

CONCLUSION