Its been 7 sessions of my certification course and yet there are 5 more to go.I will be covering the important aspects of the course outline to give you people a view about how Digital Marketing works actually.
Session #1:
This session was a normal one and it gave a brief introduction to how the course will be covered in the time frame of 2 months. In this session a search trend tool called Google trends was taught to us to determine the performance of a company with respect to another company.It can be a famous personality also like APJ Abdul Kalam, Narendra Modi etc. and how a brand/person has grown from time to time. There are various websites you can refer to analyse the company performance in all aspects:
1) twitalyzer.com
2) alexa.com
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This session covers the basic introduction to the world of Digital Marketing.....
The first question arises in our mind is "What is Digital Marketing?"
The answer to this question: "Using digital channels to promote/market products and services to consumers and business".(Digital Marketing Institute, Ireland)
Then comes the 3I Principles involved in Digital Marketing:
1) Initiate: Start with customer and work towards digital strategy which means you should know your customers well before targeting them and collect data about your customers(Location,Age,specific requirement,urgency,budget)
2) Iterate: continually learning from engagement with customer and applying this on an ongoing basis(Plan,Publish,Track,Tweak)
3) Integrate: this involves integrating digital channels coherently and in terms of traditional marketing activities
There is a famous technique followed when you want to establish a strong relationship with the target audience : Dr. Hoce-> Deep Rabbit Hole of customer engagement
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Session #3:
This session covers the topic of Search Engine Marketing(SEM)
Search Engine Marketing is defined as the process of placing PPC(Pay Per Click) ad's in search engine page results page(SERP's)
The advertisers pay huge amount of money to Google in order to view their ads at the beginning of results page
There are 4 process involved here:
1) Goal Setting
2) Setup
3) Manage
4) Analyse
The most widely used tool for running ad campaigns is Google Adwords
PPC/CPC: Pay per Click/Cost per click is referred to a user when clicks on the ad then the advertisers are charged for it.
Impression: Each time/instance your ad is seen then it is called an impression. For example: 100 times per instances implies that 100 impressions are obtained for 10 clicks
CTR: Click through rate= (Clicks/Impressions)*100
higher is the CTR, better will be your ad campaign
CTA: Call to Action is referred to as the process in which we ask the audience for an immediate action (call now, buy now) which we see on the banners ad
Quality score: it is rating given for each campaign, ranges from 1-10 scale where 1 stands for low quality and 10 stands for high quality and it is given by Google only
Calculation of Adrank
Adrank= Bid(in Rs.) x Quality Score
Higher is the Adrank, higher is the position of your Ad
Calculation of CPC
CPC= (Adrank of person below you/Your Quality score) + 0.01
There are four types of keywords used:
1) Exact: those keywords which show exact search results and shown by "[]"
2) Phrase: those keywords which have a suffix/prefix before or after it and denoted by "{}"
3) Broad: those keywords for which ad is matched for nearby and synonym keywords irrelevent of position
4) Negative: those keywords which help in removing set of keywords even for broad match
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Session #4:
This session covers topics related to Analytics
What do you mean by Analytics?
Analytics is defined as the collection, measurement, and analysis of the data
It involves 4 process:
1) Goals
2) Setup
3) Monitor
4) Analysis and Iteration
there are various methods of analysis done:
1) Collection: it is done in the browser itself
2) Measurement: it is done in the Server itself
3) Analysis: it is done in the interface(0-> coding, 1-> raw data)
Cookie: a small script file stored in a browser which has got a start and end date
Bounce rate: refers to single page visits of either the website or a particular webpage
for example if bounce rate is 40% then it implies that out of 100 people only 40 people have left the website/webpage
A bounce rate of 30% or below is acceptable
Calculation of Bounce rate:
Bounce rate= (people who left the page after visit/visits happened)
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Session #5:
This session covers topic related to Search Engine Optimisation(SEO)
SEO refers to the process of achieving organic results from the SERP's i.e Search Engine Results Page and 70% of online users click on organic results and it is free of cost
Goals/Benefits of SEO:
Benefits of high listing position in organic search for business:
1) Increased click through
2) Increased engagement
3) Increased conversion
Benefits of high listing position in organic search for your reputation:
1) Increased visibility
2) Enhanced reputation
3) Credibilty and status
4) Market leadership
5) Competitive advantage
SEO On-site Optimisation includes the following:
1) Code analysis
2) Code structure
3) Title tags
4) Sitemap
5) URL's
6) Meta-tags
7) Alt-tags
8) Keywords
9) Headings
10) Searchwords
Note: On-page Optimisation takes some time and is within your control whereas Off-page Optimisation takes very long time and is not within our control
SEO Off-page Optimisation inculdes:
1) Inspiring On Page Optimisation>>Both Customer and Search Engine Program
2) Opportunity to share
3) Want to link or share
4) Opportunity that is relevant and contextual
5) Decide to link back to you
6) Implement the decision
7) Right Format
In the case of Off-page Optimisation we need to be careful with some barriers related to inbound linking:
1) Flash content
2) Brokers or sellers
3) Keyword stuffing
4) Duplicate content
5) Broken links
6) No followings
Note: always give importance to relevance as it the only way to get the links to our website from other websites
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Session #6:
This session covers topics related to Digital Display Marketing
This session was one of the most important sessions that I came across while pursuing this course.I will try my level best to explain the concepts over here.
There are 4 types of process involved:
1) Define
2) Formats
3) Configure
4) Analyse
What is Display Marketing?
"It is a graphically rich online advertising presented in consistent size formats"
It is also a paid technique of marketing like SEM
There are various tools involved for Display Marketing:
Adnetwork: It is a bridge between the advertiser and the publisher
GDN: Google Display Network
Now I will be covering various Ad Dimensions in terms of pixels in Display Advertsing:
The format of Ad Dimensions are [Width x Length]
[728 x 90]--> Leader Board Ad
[468 x 60]--> Masthead/Half Banner Ad
[300 x 250]--> MPU (Middle Page Unit) Ad
[120 x 600]--> Skyscraper Ad
[160 x 600]--> Broad/Large/Wide Skyscraper Ad
MOBILE DISPLAY BANNER DIMENSION
[300 x 50]--> Mobile Leaderboard
CPM: Cost Per mille/ Cost per thousand impressions where 1 mille= 1000 units
Expandable Banners and Innovations
1) Intromercial: when you visit a homepage and an ad occurs for around 5-6 sec
2) Page Push: when a user takes their mouse over an ad the complete page is shown
3) Gutter Space: Ads seen in the external area of webpage design
4) Road Block: All banners on webpage: 3-4 banners are showing the same advertisers ad
The tool used for running a display campagin is Display Planner
There are 4 methods involved in Display Campaign:
1) Keyword/Contextual Targeting: match the context on the site and the keywords in your adgroup
2) Topic Targeting: Overall theme/data/content related auto, finance, investment, lifestyle etc.
3) Interest Targeting: it includes:
- Predefined, consolidated interests
- Browsing history of the user, type of websites been seen/visited previously
RON--> Run on Network
ROS--> Run on Site
CPL--> Cost per Lead
Remarketing: market to the same person again and again till an end result is obtained and it is an advanced method of display marketing
Ad Impressions: Impressions served by each ad unit
Page Impressions: Impressions served by each webpage-total of all ad impressions
Page Inventory= number of banners x Page views
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Session #7:
This session covers topic related to E-mail marketing
It is the most traditional method of marketing used widely and adds a great value to any business cycle
Definition: "a structured, systematic process to deliver marketing messages to targeted subscribers"
Why there is a need to do E-mail marketing?
- Personalized communication
- Greater reach
- Direct marketing
- Awareness
- Data: subscriber management which includes Data collection, Data segmentation and Data management
- Design: this includes mailing clients, Interaction process, sender/subject/copy, images and attachments
- Delivery: Email Service Providers, Scheduling
- Discovery: Interaction rate, Campaign reports, Subscriber reports, Split testing
Methods of getting list of mail ID's:
Online methods:
1) Online form on your website
2) Co- Promotion
3) Registration: Facebook login
Offline methods:
1) Events
2) Conference
3) Kiosks
Concepts of E-mail Marketing
Tool for email marketing: Email Service Provider(ESP) are a hosted, cloud
Following are the list of ESP's:
- Mailchimp
- Aweber
- Constant contact
- Elastic mail
- Get response
Data Collection
How to import contacts onto Mailchimp?
- Go to manage subscribers
- Choose a type of campaign
- Personalize the "to" field
- Avoid words like "free", "act now", "limited time", or "click now" in your subject line
- Merge-Tags
- Writing Email content: Dear *|FNAME|*, Indeed *|LNAME|*
- Alt-tags to be used
Data Segmentation: Organising your customers based on their attributes
Data Management: Focus on Quality and not on Quantity
Email Client: interface used for viewing the emails. Examples: Outlook, Gmail, Thunderbird, Yahoo
SPAM: it is a receipt of unsolicited email communications and should be avoided in email marketing
Open rate = (emails opened/emails delivered)*100
Click rate = (links in email been clicked/emails opened)*100
Bounce rate = (emails undelivered/total emails sent)*100
Delivery rate = (1/Bounce rate)*100= (emails delivered/total emails sent)*100
There are two types of bounce:
- Soft Bounce: occurs when mailbox is full, Receipient email server is down/offline, email message is too large(>5MB)
- Hard Bounce: occurs when receipient email address doesn't exist, Domain name does not exist, receipient email server has completely blocked delivery
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THANK YOU
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