Digital Marketing Fundamentals

Why Digital Marketing?

● Maximum Reach
● Less Time
● Less Cost
● Better Mobility & Flexibility
● Better Targeting
● Better Tracking
 What’s the Digital Trend in India?

● Active Internet users - 462 Million as on Jan 2018

● Active Mobile Social Media Users - 230 Million as on Jan 2018
● Most Prominent Digital Platforms - Facebook, Google,
Youtube, LinkedIn, Instagram
● % Used marketing medium - Digital Marketing 68%. Print -
9%, Radio - 6%, TV - 5%
● Mobile ad spends % - Social Media (29%), Search (27%),
Video (20%)
Data Sources: sokrati.com, socialsamosa.com, statista.com, socialbeat.in,
comscore
What is Digital Marketing?

● In simple terms, it’s a process to attract more traffic to your

online properties and converting them into leads/sales.
● Online properties - your website, Facebook page/profile,
blog, Instagram profile, Twitter handle, LinkedIn
profile/page, Quora profile etc.
● Traffic - real people / visitors coming to your online
properties. Not all people, but targeted people specific to
your industry, business nature & locations
● Devices used - desktop, laptop, mobile, tablet with internet
connection
What to do first?

● Understand the business / products

● Understand the Target group (Audience demography,
Location, Interest, Socio-Economic Status).
● Study competitors
● Take note
 What’s next?

Understand POEM model

Paid, Owned, Earned Media

Paid media
● Online Ads (Google, Facebook, Linkedin etc)
● Media buying (Buy ad space in online websites)
● Email Marketing

These are also called push or outbound marketing since

these are forced to show to users.
Owned media
● Own website
● Blog
● FB Page/Profile
● Linkedin Page/Profile

Apply organic or pull marketing techniques like

● Search Engine Optimization (SEO) - Ranking at top slots of

search pages
● Social Media Optimization (SMO) - Making FB
page/profile, inviting friends, commenting, engaging)
● Content Marketing (CM) - Posting high quality content on
regular basis, e.g - menxp, scoophoop)
Earned media
With regular posting of good quality engaging content and
new innovation, you can get free word of mouth and online
media coverage by other websites, bloggers etc.
Understanding & Preparing Digital
Media Mix (DMM)

Prepare a strategy / blueprint (Plan A & Plan B) depending on:

1. Your nature of business

2. Your TG & Location
3. Your budget
4. Your objective
5. Timeline by selecting right combination of organic &
inorganic (Paid) digital channels and activities to be carried out
in each channel.
Example of Creating DMM: A Jewellery Shop
● creating an ecommerce website,
● writing blogs on women fashion tips
● opening a Facebook & Instagram page and publish regular
pics/content
● posting video ads, display ads
● creating store listing in Google maps
● gathering more user reviews in review platforms
● putting ads on online women magazines
● sending emailers to existing customers & prospects
● sending web push notification
● creating QR codes for promo discounts
● sending whatsapp broadcasts
● sponsoring online CSR activities
● creating useful mobile apps
● applying AR/VR techniques (360 degree virtual view of
jewellery)
Class Assignment:

Create Digital Media Mix for a homemade bakery that

manufactures chocolates, cakes and muffins
What to do after you know POEM &
DMM?
Implement your Digital marketing mix in 5-stage AACRO
model of Digital Marketing, which has clearly defined levels
and steps of grabbing the attention, getting the traffic,
converting to business, retaining traffic & improving
experience, with measurable KPIs (key performance
indicators) & reporting at each level.

A - Activation
A- Acquisition
C- Conversion
R- Retention
O– Optimization
Activation - Get started. Grab attention!

Bring your business online by creating your digital

footprint via owned media.

Example:
● Make a website
● Create a blog
● Create a FB page/profile/community
● Create a LinkedIn page
● Create a YouTube Channel.
Acquisition - Get the right traffic/visitors!

● By posting regular good quality content & sharing them

on various social platforms/other sites.
● Creating right landing pages.
● Applying digital mix by a balanced blend of pull & push
marketing methods
o SEO, SMO, CM, Mobile App, Online Ads - search ads,
shopping ads, video ads, mobile ads, display ads, lead
ads, post engagement ads etc, Emailers etc
 What’s Content & what you need to do?
Content includes Text, PDF, PPT, Docs, Podcast, Videos,
Images etc. relevant to your users’ search intent

E3 Formula & Inverted pyramid approach to apply.

What’s E3 formula?

Educate -> Excite -> Engage (Unique, original good

quality content with relevant keywords matching to your user’s
search intention)

What’s Inverted pyramid approach?

Write catchy title/headline -> Give Summary/abstract ->
Elaborate in detail (Content drilldown)
An Example - See views, followers,
comments & shares below!
What’s Landing Page & what you
need to do?
Landing page is the important page where your users land!

• 3 SEC LITMUS TEST (mention in above the fold of

your page these information –
o Who are you?

o What you do ?

o What value you add to your customers?

• Trust building factors (highlight benefits, testimonials, news

cut, ratings/reviews)
• Great content covering the user intention in details along
with proper blend of keywords
• Big Call To Action (CTA) button & lead capture form
• Interlinking to other important pages of your website
Few Examples
Conversion - Turn visitors to customers!
• Clean design with more white space and bigger fonts.
• Split test (A/B testing) with design varieties.
• Right Landing pages
• Call to action (CTA) buttons/text
• Implementing right technology such as instant chat, AI
chatbots, Exit intent pop up with offers / discounts
• Creating right lead magnets (e.g.: Download Free ebooks,
Risk Free Trial with no credit card)
• Use social proof & trust factors / reviews/
• Push notification, Email automation, Marketing
Automation etc.
The Storytelling - Story Triangle theory
Rule 1 - Craft an offer or content with unique value that solves
your customer’s problem
Rule 2 - Tell stories your customer want to hear and make them
buy your product .
Rule 3 - The story triangle theory - Tell stories about untold pain
or Unexpected gain or tell stories about how to get unexpected
gain from untold pain.
Retention - Keep your customers
coming back!

● Keep posting fresh articles / events /blogs

● Send regular e-mailers / wishes.
● Push notifications / Bulk SMS notification.
● Online referral / loyalty /Customer reward program.
● Offers / discounts (e.g.: Big billion days)
● Remarketing or Retargeting Ads. (Chase your visitors by
showing your ads to them on other sites)
Optimization - Improve user experience
& measure results
Measure your KPIs (Key performance indicators) and
re-validate your strategy with new innovation and experiment
again. Use Google analytics, Facebook insights, Digital
website audit tools. Probable KPIs are:
● Number of leads generated per month
● Number of online sales per month
● Website engagement (how long people are staying on site,
how many pages they visit, comment or not)
● Social engagement (like, share, comment, views)
● Keywords ranking
● Volume of traffic
Learning Summary

● Digital Media Trend in India

● Why and what is digital marketing?
● Understanding POEM Model
● What is Digital Media Mix?
● How to implement integrated digital marketing for any
business (in a summarized format)
● Understanding AACRO model of Digital Marketing.
● Importance of Content - E3 Model & Inverted Pyramid
approach
● Understanding Landing pages – 3 sec litmus test
● Understanding user intent
● Conversion story triangle theory
● Inbound & Outbound Marketing
Further Reading

● Read the book - Digital Marketing by Seema Gupta, IIM

Bangalore & McGraw Hill Education

● Visit https://www.7boats.com/academy/ and register.

Check free courses & forum. Get online access to advanced
online course on request.

● Check few good tools of digital marketing here -

https://www.7boats.com/academy/tools/

● Read SEO industry news & learning

-https://www.alltop.com/seo

● Follow Neil patel blog - https://neilpatel.com/