OTHER ELEMENTS OF

DIGITAL MARKETING
by Tuhin Ghosh
MBA (XLRI), Guest Faculty (IIM-L), Digital
Marketing Strategist and Consultant
OTHER ELEMENTS OF DIGITAL MARKETING

INTRODUCTION
Other Elements of Digital
Marketing
OTHER ELEMENTS OF DIGITAL MARKETING > INTRODUCTION

While Search and Social will form a substantial portion of your digital marketing strategy, here we
will look at the other elements of digital marketing you need to know as some of them may be part
of your digital marketing plan.
OTHER ELEMENTS OF DIGITAL MARKETING

OBJECTIVES
Other Elements of Digital
Marketing
OTHER ELEMENTS OF DIGITAL MARKETING > OBJECTIVES

At the end of this module, you will be able to:

o Understand the concepts and importance of
programmatic buying
o Apply email marketing to your digital marketing arsenal
o Understand Affiliate marketing
o Consolidate your understanding of the topics covered in
the course and create your digital marketing plan
OTHER ELEMENTS OF DIGITAL MARKETING

PROGRAMMACTIC ADVERTISEMENT
Automating Buying and
Optimisation
OTHER ELEMENTS OF DIGITAL MARKETING > PROGRAMMATIC BUYING DEFINITIONS

Programmatic buying refers

Programmatic means
“to any Ad space bought
automatic or programmed to
automatically on a web page,
do a certain action based on
through either bidding for the
instruction given.
space or buying it directly”.

“Programmatic Buying describes online display advertising

that is aggregated, booked, flighted, analysed and
optimized via demand side software interfaces and
algorithms”
OTHER ELEMENTS OF DIGITAL MARKETING > EVOLUTION OF PROGRAMATIC ADVERTISEMENT

In the last two decades the market for buying

or selling online Ad space evolved from a one
on one negotiated transaction with inefficient
inventory utilisation to multi-party automated
and transparent transaction leading to
efficient utilisation of Ad inventory. And that
too in real time!

Source: www.slideshare.net
OTHER ELEMENTS OF DIGITAL MARKETING > CURRENT STATE OF PROGRAMATIC ADVERTISEMENT

In 2018 Australia and China will spend $12bn combined on

programmatic buying.

Programmatic spending in Asia Pacific (APAC) in 2018 is actually

estimated to be $20bn.

It is forecasted that APAC programmatic spending will be $13.3bn

in 2018 which will be around 22% of the market.

Source: E-consultancy
OTHER ELEMENTS OF DIGITAL MARKETING > FACTORS SUPPORTING PROGRAMMATIC BUYING

Need for standardisation , automation and time saving.

Need for efficiency and transparency in the

advertisement market place.

Need for communication to be personalised and real

time.

Offering of Facebook and Google exchanges beyond

their own network.

Operationalisation of big data and machine learning. Source: www.audiencescience.com

OTHER ELEMENTS OF DIGITAL MARKETING > CHARACTERISTICS OF PROGRAMMATIC BUYING

Real-time Real-time
Granularity: Automated:
information: creation:
• Gives full • Access and • Serve Ads • Takes
information assess on real time human error
on individual information based on out by
Ad based on opportunity automated
impression real time bidding or
opportunities data. booking and
. posting.

Source: http://cdn.momentology.com/
OTHER ELEMENTS OF DIGITAL MARKETING > BENEFITS OF PROGRAMMATIC BUYING

Dynamic

Real Time

Comprehensive

Automated

Personalised

Source: www.oneupweb.com
OTHER ELEMENTS OF DIGITAL MARKETING > HOW DOES PROGRAMMATIC BUYING WORK

Media and sales house offer inventory with detailed specification with
their API or through SSP

SSP provided marketing models with all relevant information of the

impression opportunities.

DSP receives the information

DSP and SSP bids through RTB or Prog as per selection criteria of
buyers and sales criteria of sellers along with forecasts.

Data send to DMP for optimisation, targeting and measurement.

Source: E-consultancy
OTHER ELEMENTS OF DIGITAL MARKETING > COMMON TERMS IN PROGRAMMATIC BUYING

 Advertisers: who buy Ads and the publishers sell Ad space.

 Ad Inventory: is the list of Ads that are made available by
the publishers.
 DMP: Tech platform that accepts data (1st or 2nd or 3rd party)
and normalise and segment data for user.
 Open Exchange: Where many buyers bid on inventory of
many publishers through auction.
 A Private Marketplace (PMP): is an invitation-only RTB
auction where one or more publisher's invite.
 RTB: is real time bidding and here the bidding is done in an
instant
 selected buyers. Source:http://www.adviso.ca/
OTHER ELEMENTS OF DIGITAL MARKETING > COMMON TERMS IN PROGRAMMATIC BUYING

 Programmatic Direct: advertiser buy directly from publisher

through automated programmatic Ad-buying systems.
 Programmatic premium: automating buy or sell process, to
purchase impressions in real time while maintaining the high
cost and clout of premium inventory.
 DSP(Demand side Platform): technology that company
powers RTB buying for advertisers and agencies.
 SSP: is supply side platform and it powers RTB selling.
 Display Ads: are advertisements that are seen on the
webpages or in mobile application.

Source:http://www.adviso.ca/
OTHER ELEMENTS OF DIGITAL MARKETING > PROGRAMMATIC BUYING vs RTB

RTB is part of the programmatic ecosystem.

But RTB and programmatic buying is not the same.

Programmatic as a whole is a method for determination, buying

and optimisation, whereas RTB is just one way to purchase.

Not all advertisers who use programmatic will have to use RTB
for purchase. They can also use Programmatic direct.

Source: RTBChina
OTHER ELEMENTS OF DIGITAL MARKETING > PLAYERS IN PROGRAMMATIC BUYING

Source: IAB Source: http://www.slideshare.net/TheRubiconProject/

OTHER ELEMENTS OF DIGITAL MARKETING > ROLE OF DOUBLE CLICK

DoubleClick Ad Exchange is a real-time marketplace partnered with the Google

Display Network for buying and selling advertising.

DoubleClick by Google plays an important part in the programmatic ecosystem.

DoubleClick Bid Manager is a DSP which helps in buying impressions in Ad

exchange.

Double Click collects data from different sources and create reports like inventory
availability, audience composition, cross device behaviour and audience
performance.
OTHER ELEMENTS OF DIGITAL MARKETING > SUCCESS FACTORS FOR PROGRAMMATIC

Choose the right DSP: Transparent, networked and technologically

advanced

Choose the right Data partner: who can segment and profile the customers

Have great creative : This part cannot be automated. Unless you have this
addressed, all the technology advantage is lost

Clear define KPIs as per your business goals: awareness and direct
response

Have post : buy analysis to make immediate adjustments to targeting and

segmentation
OTHER ELEMENTS OF DIGITAL MARKETING

CASE STUDY
Using Premium Inventory for a
Positive Shift in Brand Perception
FUNDAMENTALS OF ADWORDS > CASE STUDY

GSK is one of the leading pharmaceutical companies in the world.

They want to change their brand to more humane side as somebody who help save human lives
through ground breaking research
They did not want GSK to be ‘faceless’ any more

Source: https://www.doubleclickbygoogle.com/articles/gsk-reaches-premium-video-inventory-programmatic-guaranteed/
FUNDAMENTALS OF ADWORDS > APPROACH

GSK created videos highlighting their ground breaking research (behind the scenes) and how it
is impacting human lives across the globe.
They used Double Click’s Programmatic Guaranteed to buy video inventory of premium sites like
Times, Huffington posts etc.
Constant tracking (of clicks and views) and optimisation (of budget) was done with the best
performing segments.
FUNDAMENTALS OF ADWORDS > RESULTS

View through rate achieved was 65%

0.03 GBP was spend per view
There was 82% completed views (8 million)
OTHER ELEMENTS OF DIGITAL MARKETING

EMAIL MARKETING
Using the Oldest form of
Communication in New Avatar
OTHER ELEMENTS OF DIGITAL MARKETING > A STRONG CASE FOR EMAIL MARKETING

There are over 4.35 billion email accounts. This figure is predicted to reach 5.59
billion by 2019 which is a growth of more than 26% - Radicati Group (2015).

There are 2.586 billion email users worldwide, including both business and consumer
users. - Radicatti Group (2015).

72% of US online adults send or receive personal emails via smartphone at least
weekly - Forrester (2014).

122,500,453,020 emails are sent every hour. - MarketingProfs (2014).

 OTHER ELEMENTS OF DIGITAL MARKETING > MAIN TYPES OF EMAIL MARKETING

Newsletters: News Alerts:

Usually send to a list of subscribers on Usually used for specific news like
updates, news and relevant information software updates and stock prices

Direct Emails:
Transactional Emails: These are generally send out to both
These ask you for an action example: subscribed as well acquired database
airlines telling you to upgrade on promotions and other such sales
activities.

Catalog and Video Emails:

Focuses on products and used to
promote them.
OTHER ELEMENTS OF DIGITAL MARKETING > COMMON TERMINOLOGIES IN EMAIL MARKETING

Open Rate is defined as the percentage of people

on an email list who has opened (or viewed) a
particular email.

Click Through Ratio (CTR %) is the number of

clicks on an email link divided by the number of
times the email is shown (impressions)

Click to Open Ratio (CTOR) is reveals the

effectiveness of email content.

Global KPIS from SmartInsights

OTHER ELEMENTS OF DIGITAL MARKETING > EMAIL MARKETING STRATEGY

Send the right content.

Personalize messages.

Segment and send emails accordingly: do not send the same message
to everyone

Send in right time: monitor the clicks and opens through your email
marketing software.

Right frequency: do not do too much or too little.

Have an eye: catching headline.

Have a good opening line or paragraph.

OTHER ELEMENTS OF DIGITAL MARKETING > AVOID GOING TO SPAM

Spam is unsolicited email sent to a list of people.

Registering your ESP to Senderbase so that when the ISP of your email is send to
Senderbase, it does not record it as spam.

Merge tags to personalize the “To”.

Avoid purchased lists.

Team up with legitimate email service provider like MailChimp.

Design your campaign to be clear, balanced, and to promote engagement from your
subscribers.

Be consistent in your content and design.

OTHER ELEMENTS OF DIGITAL MARKETING > EMAIL MARKETING TOOLS

An email marketing tool

It helps in automating lot
can be web based or
of tedious tasks.
installed.

It should have at least the Some of the commonly

following functionalities: used email programs are
• Manage your list • MailChimp
• Build a campaign • Aweber
• View your reports • Infusionsoft
OTHER ELEMENTS OF DIGITAL MARKETING

AFFILIATE MARKETING
Leveraging the Network and
Content
OTHER ELEMENTS OF DIGITAL MARKETING > WHAT IS AFFILIATE MARKETING?

Affiliate Marketing is defined as “performance-

based marketing strategy”.

Achieving greater market penetration through

websites who target specific groups.

The affiliate website receives a commission

when the item is sold from the website

An affiliate can earn money based on clicks,

impressions or referrals
Source : Starttomonetize
OTHER ELEMENTS OF DIGITAL MARKETING > GROWTH OF AFFILIATE MARKETING

The affiliate In UK alone

marketing in 2013
More than 8 to 10% of
spending in affiliates
10,000 online UK's online
the USA is contributed to
business rely marketing
nearing 3.4 some 4
on affiliate span and
billion in 2014 billion clicks,
marketing for 0.8% of
and is set to which
a part of their country's
reach $4.5 resulted in
revenue. GDP.
billion by 100 million
2016. transactions.
OTHER ELEMENTS OF DIGITAL MARKETING > KEY TERMS OF AFFILIATE MARKETING

Merchant: Affiliates:
The company that has The companies which sells the
products or services. products or services.

Affiliate program:
“program is a business
arrangement whereby one party, the
merchant, agrees to pay another
party, the affiliate, for referrals of
sales, leads, subscriptions, or other
qualified actions.”
OTHER ELEMENTS OF DIGITAL MARKETING > TYPES OF AFFILIATE MARKETING
Types of Affiliates Definition Example

Content Publishers This type of affiliates depends on content and focuses on Logical Indian
websites, self-authored or user-generated content.

These affiliates play on the human psychology of trying to find Groupon gives coupons which gives
Coupons and Deals a product at a discounted price if possible. discounts, free shipping, freebies, even
printable and grocery coupons.

Data Affiliates It gives information on merchant product and comparison of Thefind.com

shopping engines.
Email Affiliates Marketing via email. Flipkart
These affiliates would facilitate the desired end user action by
Loyalty and Incentives Affiliates offering them an incentive, say, cash back or points or virtual PayTM
currency

Mobile and pay per call Affiliates focusing either on mobile marketing or on pay-per- Insurance
call marketing specifically

Search engine marketing Imwave.com, Adsense

Affiliates employ SEM to drive conversions to advertisers.

Social media Leveraging social media networks to market and promote Facebook
their products
Video Affiliates Affiliates focusing on video creatives ShareASale
OTHER ELEMENTS OF DIGITAL MARKETING > CHOOSING THE RIGHT AFFILIATE PROGRAM

You need to consider the following:

 Design of website of the merchant

 The reputation of the merchant
 The industry and market saturation.
 The most important metrics i.e. conversion rate
 The earnings per click
 Reversal rate.
 The responsiveness of affiliate program manager
 The type of creatives offered by the affiliates
 The tools offered by the merchant.
OTHER ELEMENTS OF DIGITAL MARKETING > EXAMPLES OF AFFILIATE PROGRAM

 Review: 31 Days to Build a Better Blog. For every

purchase through referral, this publisher makes 40% of
the total purchase price.
 Electronic Drum Kit Reviews: They receive anywhere
between 4-8,5% per sale.
 TV Review Site. Every referral which converts into
purchase earns it a commission.
 Only Cookware. . Super affiliate of Amazon where every
referral purchase from their reviews earns them a
commission in the neighborhood of 8.5%.
OTHER ELEMENTS OF DIGITAL MARKETING

DIGITAL MARKETING PLAN

Creating a Holistic Plan
OTHER ELEMENTS OF DIGITAL MARKETING > S-O-S-T-A-C

S= Situational Analysis- market, consumers, trends,

capabilities and resources

O= Objectives: Brand, sales, revenues etc.

S=Strategy: positioning, channels, tools etc.

T= Tactics: content, campaigns, budget

A= Actions: Implementing all these!

C= Control; track, monitor , analyse and optimise

OTHER ELEMENTS OF DIGITAL MARKETING

ASSIGNMENT
Create Your Digital Marketing
plan
OTHER ELEMENTS OF DIGITAL MARKETING > ASSIGNMENT

 Define your target audience

 Define your goals
 Set your budget
 Do a competition analysis
 Determine the channels to use
 Create content plan
 Create the paid media plan
 Define the KPIs
 Choose the analytics tools
 Have a tracking and optimisation plan
OTHER ELEMENTS OF DIGITAL MARKETING

CHECK YOUR
UNDERSTANDING
OTHER ELEMENTS OF DIGITAL MARKETING > CHECK YOUR UNDERSTANDING

1. Programmatic Buying describes online display advertising that is aggregated, booked, flighted,
analysed and __________via demand side software interfaces and algorithms
a. Paid
b. Converted
c. Accepted
d. Optimized

Optimisation is an essential component of Programmatic buying

OTHER ELEMENTS OF DIGITAL MARKETING > CHECK YOUR UNDERSTANDING

2. RTB and Programmatic Buying can be used interchangeably

a. TRUE
b. FALSE

RTB is part of the programmatic ecosystem but it does not represent programmatic buying as a whole
OTHER ELEMENTS OF DIGITAL MARKETING > CHECK YOUR UNDERSTANDING

3. Technology platform that helps in buying for agencies and advertisers is referred to as:

a. SSP
b. DMP
c. DSP
d. RTB

DSP(Demand side Platform)-technology that company that powers RTB buying

for advertisers and agencies
OTHER ELEMENTS OF DIGITAL MARKETING > CHECK YOUR UNDERSTANDING

4. _______________is an email marketing type where you send updates, news and topics which are
interesting to your subscribed list

a. Transactional emails
b. Catalogue mails
c. Direct emails
d. Newsletters

Newsletters go beyond the transactional marketing and informs

the selected or subscribed groups on such topics
OTHER ELEMENTS OF DIGITAL MARKETING > CHECK YOUR UNDERSTANDING

5. Naukri sending promotional mails to the job seekers is an example of which type of affiliate?

a. Content publishers
b. Data Affiliates
c. Email affiliates
d. Mobile and pay per call

Email affiliates market through their existing database

OTHER ELEMENTS OF DIGITAL MARKETING > SUMMARY

Key points discussed in this module:

o Concepts and importance of programmatic buying.
o Applying email marketing to your digital marketing
arsenal.
o Affiliate marketing – types, methods and importance.
o Creating your digital marketing plan.
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