Digital Marketing has evolved as a new field of marketing due to heavy penetration of activities due to social media proliferation and expansion of smart phones. However, the most influencing factors in developing digital marketing to new dimension follow as:-
- Inter connectivity is on the rise as people have started making serious communication among them on social media and other available platforms.
- Technology is leveling the information playing field as now masses has much better and faster means of communication to get interactive with each other.
- Relevant filtering is increasing as people have become choosy about their choices instead of going through every piece of information coming across them.
- Niche aggregation is growing as discussions are on the rise at the preferred group and masses.
- Micro publishing of personal content is increasing in form of tweets where people where have started indulging into self promotion.
- Prosumer (Product Reviews, etc.)
- Mobile Marketing and Mobile Commerce in Rise and there is rise in demand of anything, anyplace and anywhere of a commodity and services.
How to tackle this rising trend of consumer behavior change in information assessment and making purchasing decisions. In order to handle this mammoth information flow online, companies need to chalk out the strategy to handle sales planning ahead. For a client, an agency require to following steps and activities.
- First of it needs to learn about a client’s business
- Next they need to know about the competition faced by a client.
- Minutely observe the client’s customer first
- Make strategy how to achieve a customer’s goal.
DIGITAL CUSTOMER
He is a customer, predominantly, found online on search engines or social media sites. They have unique characteristics of that differentiate them from the conventional customer.
· Digital consumer are comfortable with the medium
· They want it all, they want it all
· They are in control
· They are fickle
· They are vocal
· They want on demand, anything, anyplace and anywhere
Digital Marketing Around Digital Customer
Setting goals in digital marketing is an important step as it requires an iterative process of refinement and improvement. The progress of the goals set for a digital costumer thus is measured by the means of Web Traffic, SERP Rank and Conversion and ROI. The tools therefore used for measurement are happen to be technical and consumer behavior based.
1 TECHNICAL
a.) Cookies Based
b.) Web server log files
2 CONSUMER BEHAVIOR BASED
a.) Conversion rate
b.) Page Views
c.) Absolute unique visitors
d.) New vs returning visitors
e.) Abandoned rate
f.) CPC (Cost per Conversion)
ACTIVITIES UNDER DIGITAL MARKETING GOALS ACHIEVEMENT
· Content Marketing
· BIG Data Auditing
· Web Personilization
· Conversion Rate Optimization
· Display Advertising
· Influencer Group Marketing
· Mobile Marketing
· Search Engine Optmization Pay-Per-Click
· Email Marketing
· Social Media
· Pay-Per-Click
CONTENT MARKETING
o Help fuel search engine optimization (SEO) efforts
o Increase Brand awareness
o Generate quality leads for less money (when compared to more traditional marketing)
CALL TO ACTION
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MEASUREMENTS
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MANNER
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Delivery
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Stand Out (Unique)
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Conversion Rate
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Promotional
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Blogs
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Indicated Towards A Lead
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Page Views
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Informational
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Article Sites
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Create An Urgency
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Absolute unique visitors
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Social
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Positioned In A Prominent Area
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Conversion Rate
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Article Bookmarking
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Social Bookmarking
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Activities
Articles
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E-Mail
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Surveys
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White Papers
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Blog Posts
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Info graphics
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Templates
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Work Books
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Case Studies
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Larger Definitive Guide
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Videos
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Guest Blogging
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Check Lists
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Reference Guides
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Visual Content
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Press Release
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E- Books
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Slide Shares
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Webinars
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Tone For Example
Content Activity
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Tone / Style
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Heading Example
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Blog
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Interactive
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Some refreshing colors in curtain designs
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Article
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Informational
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How colors add to your home design?
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Press Release
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Informational
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XYZ introduces its new color range in curtains
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E-Mail
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Promotional
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Choose the best colors for your curtains this season
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Data Auditing/Big Data
As consumes are on mobile, social sites and they are in abundance, it is required data to be audited and curate for the prospects.
BEHAVIOR BASED DATA METRICS
LIVE STREAMS
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TRADE SHOWS
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WEB PAGES
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FORUMS
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Registered For
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Attended
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Watched a landing page
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Submitted an idea
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Viewed
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Visited Booth
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Filled out form on a landing page
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Read about best practices
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Comment During
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Watched Booth
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Used Instant chat functionality
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Read about ideas
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Asked Questions During
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Attended Multiple Shows
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Request a call back
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Visited knowledge base
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Follow Up Recording
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Viewed any
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Read about product information
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Rated Event
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ROAD SHOWS
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Viewed product page
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Asked a question
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Registered
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Watched price
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Asked multiple questions
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SURVEYS
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Attended
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Watched customer reviews
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Answered a question
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Visited
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AttendedMultiple Events
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Watched multiple web pages
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Answered multiple questions
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Completed
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Shared through social bookmarking
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Shared a best practice
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Viewed Results
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White Paper
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Browser Used
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Multiple Survey Participations
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Viewed information on
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Registered for
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Search Activity
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Registration Completed
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Searched For Company Name
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Multiple Registration
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Searched For Product Name
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Downloaded
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Search for Others
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Search Engine Used
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OTHER WAYS TO COLLECT DATA
1. Data from Google analytics
2. Data from google webmaster tools
3. Abandoned carts
4. Successful order data collection
5. Channel Partner qualified leads data as Flip Cart, Snap Deal, etc.
6. Facebook and other social media accounts like, comments to be observed.
Web Personalization
Depending upon a website’s look personalization helps a website to be developed around the aspect of lead and business generation. Some features of web personalization.
· User friendly features
· Web personalization and cross channel features
· Personalized content brings 5 times more leads
Web Personalization Attributes Are To Be Based Upon
· Buying Interest
· Behavior
· Persona
· Geo-Location
· Firmographics, etc.
ACTIONS FOR WEB PERSONALIZATION
· Newer Color And Font Options
· Attractive And Better Cart Management
· Web Personalization And E-Mail Marketing
· Web Personalization And Offline Marketing
· Content Plan For The Website
· Product Designs and Updates
· Pricing Strategies
· Cart Strategies
PREDICTIVE RESULTS OF WEB PERSONALIZATION
· Higher Engagement Rates
· Increased Brand Preferences
· Loyalty
· Improved Conversion Rates
· Uplift in Sales
Web Personalization Metrics
Early Stage
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Mid Stage
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Later Stage
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Increased time on site and content consumption
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Better Contacts
there are added
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ROI
Return On Investment
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Low bounce rate
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Number of actions taken
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Lift in digital advertising ROI
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Opportunities / Pipeline
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Revenue attribution
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Conversion Rate Optimization
As essential part to expanding business online, conversion rate generation helps to attain business goals in a much better and robust way.
· Landing page creations for events and different occasions
· Special limited period offers (Valentine and IPL Matches Campaign)
· Trying Volume Discounts
· Up selling and cross selling
· Cross Selling Options
· Package Deals
· Incentivizing the offers
· Thank you page offers
· E-mailer for activities like (Stay in touch, Accelerator Campaign, Lead Life Cycle Campaign)
Display Advertising
Display ads on partner sites and highly customized display advertising campaigns on networks like.
· Double Click
· Ad Media
· Chitika
· Microsoft Ad Center
· Yahoo Advertising
Influencer Groups (Marketing)
Contacting with niche groups of user and establishing rapport with them, like Fashion Bloggers and Marketing Heads
Mobile Marketing
Mobile advertising by responsive site development, apps and mobile advertising networks.
· Media.net.
· AdMob.
· StartApp.
· InMobi..
· Flurry.
· Millennial Media.
· Others
Search Engine Activities
On PAGE OPTIMIZATION
Keyword and Meta based activities to be carried on the website.
· Content Update
· Image optimization
· Alt Tag Creations
· Image Optimization
· Keyword Density
· Site Map Development
· XML Sitemap Creation and Analysis
· Others
Off PAGE OPTIMIZATION
· Article Submission
· Blog posting
· Business Directory
· PPT Sharing
· Press Release and other activities
Pay Per Click
Google Adwords a program based on Pay Per Click on the basis of bid keywords is being qualified on following criteria:-
• Keyword’s expected click-through rate (CTR) as is calculated based on past
CTRs and how the keyword has historically performed in your ad.
• URL’s past CTR: How often your display URL received clicks.
• Account history: Your overall CTR on all ads and keywords.
• Landing page quality: The relevancy of your landing page and how easy it is to view
and navigate.
• Keyword/ad relevance: How relevant your ad is to your keyword.
• Keyword/search relevance: How relevant your keyword is to what the customer searches for.
• Geographic performance: How successful you have been in the regions you are targeting.
• Ad performance on a site: How your ads are performing on Google and other partner sites.
• Targeted devices: How well your ads perform on mobile and tablet devices.
PPC Headlines
· PPC headlines have to pop.
· The strong language to create a sense of urgency.
· Headline to convey authority as it is competing against other PPC ads.
PPC Ad Copy
· A great PPC ad has good copy and an engaging headline.
· Use clear, easy to understand language
· Use vivid and emotional language
· Focus on keywords and the intent behind them
· Have a compelling offer and CTA
· Don’t go overboard with abbreviations and shortened phrases
Social Media
Facebook, Twitter, Linkedin, Google+, Pinterest
· Compelling messages
· Eye catching visuals
· Mass audience appeal and shareability
· A clear CTA
· Personality!
· Organic isn’t enough on its own; use paid programs as well
· Focus on valuable content and solid offers
· Create strong calls-to-action I(CTAs)
· Social is a two-way street
E-Mail Marketing
On the basis of curated data from resources can be mailed from time to time on PROMOTIONAL, INFORMATION AND REMINDERbasis.
Mailer Subject Line
• Frame your subject line as a question.
• Try a list. This is where you’re “Top10” and “5 Tips” subject lines come in
• Make a psychological appeal.
• Be conversational.
Mailer Copy
• Short and sweet
• Cut out the marketing-speak
• Address a pain point
• Don’t forget to proofread