What is Digital Marketing?:
When all or some of the marketing activities like advertising, promotion, branding, creating utility, value proposition, etc. are done over the internet using digital devices like laptops, palmtops, tablets, etc., it is called Digital Marketing or Online Marketing. This could involve elements of: email marketing, SEO, PPC, online advertising, affiliate marketing, text messaging and blogging.
Internet Marketing is the part of the Digital Marketing. DM>IM
Two prerequisites for things to be a part of Digital Marketing:
1. They need to be two way communications.
2. They need to be clearly define CTA which is Call to Action.CTA is anything clickable tab or link which prompt the visitors to be any activities.
Digital Marketing consists of a 6 step process:
1. Visibility
2. Bringing targeted traffic
3. Engagement
4. Lead Generation
5. Measurement
6. Retention
1. Visibility: JO DIKHTA HAI VHI BIKTA HAI
Visibility: The first and most important phase of internet marketing is planning visibility for a business, product or service. Visibility is reaching out of your potential customers and letting them know who you are. Visibility is let people know that you exist.
For Example: Buy Shoes Online.
Some of the ways by which you can increase the visibility for your business are PPC, PPM, SEO, Email Marketing, Mobile web Marketing, Display banner advertising, SMS Marketing etc.
Types of visibility:
1. OWNED VISIBILITY
2. PAID VISIBILITY
3. EARNED VISIBILITY
1. Owned Visibility:
Owned visibility something that platform which you own and that is helping you to increase your visibility over the internet.
Example: Website, Social Media Handlers like Facebook page, Twitter Page, Email Accounts, Blogs, Mobile Apps etc.
2. PAID Visibility:
Paid visibility something that platform which you paid for become a visible over the internet.
Example: PPC, PPM, Paid FB Likes, Email Marketing, Bulk SMS Marketing, Display Banner AD (DBA), Mobile Web Advertising (MWA), Social Media Advertising etc.
3. EARNED Visibility:
Example: FB Likes, Endorsements (Recommendation) on LinkedIn, SEO, Facebook Share, Tweet Re-tweets, Mouth Publicity, Reviews, Feedback, Back link, Back links by Fobers, Wikipedia etc, Viral Marketing (Exceptional High).
The more of the number of back links then more are the chances that particular website be found random surfer.
CASE STUDY 1: Yo-Yo Honey Sing song
Ø Dheere- Dheere se meri zindagi (22 Crore)
Ø Char botal vodka (5 Crore)
Case Study 2: Nyan tweet on twitter and next day CAT Video is viral.
Youtube: Nyan Cat [original] (Views: 15 Crore)
Two prerequisites for Viral Marketing:
1. It must be Right Marketing Platform. Example: Youtube for videos.
2. Initial Marketing Pushup. Example: T-Series 2 Crore Subscribers.
2. Bringing Targeted Traffic:
The number of visitors visiting your website is referred as traffic of your website.
What is Bounce Rate?
A bounce is a single-page session on your site.
Bounce Rate = (Visits with Only 1 Page view) * 100/ (Total Visits)
For Example: 200 users come on my website but only 40 users visit Only 1 Page of my website and 160 users visit other page of my website.
Bounce Rate = 40*100/200=20%
Ø 0-30 = Superb
Ø 30-40 = Decent
Ø 50 + = very bad
What is Stick Rate?
Time spend on your website.
NOTE: For a website Stick rate should be high and BR should be low.
IQ: Pop up is counted in BR?
Ans: NO
IQ: Why is need Targeted Traffic?
Ans: Because of Bounce rate.
3. Engagements
Research & studies prove that out of all the visitors visiting our website, 95% are not interested in buying our products and services.
Only 5% of the visitors are either looking to buy or they are weighing their options.
So on our website if the only thing that we are doing is trying to sell then at max we can convert 5% of our visitors… What about 95%... How do we convert them…?
What is engagement?
Engagement is making your visitors do some activities on your website via navigation menu bar, CTA (Call to action), Internal Linking, Enquiry form.
Engagement is making visitors navigate through your website; it is to make people spend time on your website.
Engagement is to bring visitors back to your website.
Advantages of Engagement:
1) Control Bouncing Rate
2)Make Trust and Convert to Lead. Note: 79% users do not click on Menu Bar.
4. Conversion/ Lead generation Process
Lead: Potential customer direct interest (Form submit, Office visit, Call us)
Referral – Indirect Interest
Leads over the internet are generated via two types of activities:
1. Micro conversions (Small | Read Only)
2. Macro conversions (Big | Sale)
1. Micro conversions: Micro conversions are those activities which are small in nature which may or may not lead to bigger activities. Micro Conversion (Read Only) Ex: User on FB>>Read Post>>come to your web side >>read about us and close it.
Micro Pages: About Us, Services, Contact Us, Suggestion (because anyone can give suggestion)
2. Macro conversions: Macro conversions are bigger in nature which may or may not lead to sale. Macro Conversion (Submit Info) Ex: I want to learn Digital Marketing and I went to go Promotion Paradise website and submit my info.
If you get Customer information, that means Macro.
Macro Pages: Payment Page, Review Page (Because who buy product then can review)
Note: The term SALE comes under Macro activities.
Note: Micro>>Macro>>SALE | Once Macro always macro.
IQ: Why Micro is important?
Ans: Micro is good for Engagement and trust building.
5. Measurements
1) Measurement over the internet is done through a tool known as Google Analytics (GA).
2) Measurements refer to evaluating, analyzing & taking corrective measures for your existence campaign.
Case Study:
Xyz.com=50K
Organic Search = 10K (SEO)
Paid Search=20K (PPC)
SMM (Social Media Marketing) =1K
Email Marketing=9K
SMS Marketing=10K
SNO
|
Website
|
Invest
|
Return of
|
Profit
|
Action
|
Investment (ROI)
| |||||
1
|
Google
|
20K
|
20K
|
100%
|
Continue
|
2
|
Economic
|
30K
|
12K
|
40%
|
Stop
|
Times
| |||||
3
|
Twitter
|
10K
|
20K
|
200%
|
Continue + Add more fund
|
from MSN
| |||||
4
|
MSN
|
80K
|
24K
|
30%
|
Stop (Immediately)
|
Note: Above case we should stop investment in MSN & Economics Times and this fund transfer into Twitter and Google.
3) Understanding behavior off traffic
A. How many visitors visited your website?
B. How much time did they spend on particular webpage?
C. How Many WebPages of your website did they visit?
D. From which keywords you are getting the traffic on your website.
E. From which Geographic Location you are getting the traffic on your website.
F. What is the bounce rate of your website?
4) Understanding the performance of your WebPages
A) First Check the Bounce Rate & repair it.
Ø About US Page – Bounce Rate is 2
Ø Contact US Page – Bounce Rate is 3
Ø Enquiry Page – Bounce Rate is 5
Ø Career Page – Bounce Rate is 6
Ø Home Page – Bounce Rate is 4
Bounce Rate = Total Bounce Rate of All Pages /Total Number of Pages=4% Bounce Rate = 2+3+5+6+4/5=4%
Note: If you want to reduce bounce rate, we should repair our Career (6%) and Enquiry (5%) Pages.
B) AB Testing: Alpha Beta Testing
AB testing is a measurement technique. When we do AB testing for website, you need to create multiple variant of a specific web page. While creating the variants make sure objective of the main page remains the same & you only due some change in the design of your webpage.
Suppose that you need to redirect traffic to all the multiple variants alternatively from a single source then using Google Analytics you need to measure the performance of all the multiple variants on two parameters
1 Bounce Rate
2 Stick Rate
The webpage which has the least bounce rate the highest stick rate is select as a final webpage & this process is called AB Testing.
Note: Online AB Testing is done for 20K visitors or 1 month whichever is earlier.
Online AB Testing is costly so we can go with offline testing (like blue print & distribute it in your friend circle
6. Retention
Retention means retaining your existing customers or acquiring new customers.
For Retention, we can add feedback form, reviews, rating, similar products in our website.
Retention is 2 types:
1. Vertical Retention
2. Horizontal Retention
1. Vertical Retention: Vertical Retention is occurred when you move among same line of products/services of the same brand. Ex: Brand Apple, and product iPhone
3 to iPhone 5 (Both are iPhone means same line of product)
Vertical Retention is two types:
Ø Upgrade Vertical Retention: iPhone 3 to iPhone 5
Ø Downgrade Vertical Retention: iPhone 5 to iPhone 3
2. Horizontal Retention: Horizontal Retention is occurred when you move among different line of products/services of the same brand. Ex: Brand Apple, and product iPhone 3 to MAC (Both are different line of product)
Note: This rule is applicable for all websites except Ecommerce website.
Case Study:
First time I go to MakeMyTrip.com and Next time I go to Yatra.com.
There is no Retention because website (Brand) is different.
Advantages & Disadvantages of Digital Marketing
Advantages:
1. In Digital Marketing you can track and monitor your performance very effectively.
2. Digital Marketing has no geographical boundaries.
3. Digital Marketing is cost effective. It can help advertisements cut down their advertisement expenses up to 61%.
4. NOTE: First page charges in newspaper. (Life only morning)
5. Digital Marketing can help employer cut down on their employee expenses.
8. Digital Marketing is performance oriented. Ex: in Traditional Marketing we cannot do PPC but in Digital Marketing we can do.
Disadvantages:
1. Spoiling the company name Ex: Maggie noodles
2. We cannot feel the product
3. You cannot target rural areas
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