Engagement Driven Digital Marketing Strategy

Digital marketing has evolved as a new branch of promotion for digital marketing agencies in Delhi due to social media proliferation and expansion of internet and smart phones in communication. They are now compelled to employ much better disruptive marketing campaigns to reach their audiences, mostly millennial, those have    technology as well as buying capacity within their reach. There are many factors that are responsible for the engagement driven digital marketing proliferation.       

  • Inter-connectivity is on the rise. People have started making serious communication among them on social media and other available platforms for variety of purposes including commerce, banking and purchasing.    
  • Technology is leveling the information playing field where masses have better and faster means of communication to get into communication 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 have started indulging into self promotion. 
  • Prosumer (Product Reviews, etc.) 
  • Mobile marketing and mobile-commerce in on the rise. And rapid increase has been witnessed in form of e-commerce proliferation offering anyplace-anytime availability of commodity and services.

How to tackle this rising trend of consumer behavior change in information assessment and making purchasing decisions digital marketing agencies are streamlining the mammoth information flow online. They are chalking out the strategy to handle sales planning ahead. For a client, a digital marketing 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. 

 Defining a Digital Customer  

A digital customer, predominantly, is found online on search engines and social media sites. Certain unique characteristics of their, differentiate, them from a traditional customer. 

  • Digital consumers are comfortable with the communication medium they use
  • 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 

Setting and Measuring Goals in Digital Marketing  

Setting goals in digital marketing is an important step requiring 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, 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)

  1. Content Marketing     
  2. BIG Data Auditing
  3. Web Personalization
  4. Conversion Rate Optimization
  5. Display Advertising
  6. Influencer Group Marketing
  7. Mobile Marketing
  8. Search Engine Optimization
  9. Pay-Per-Click
  10. Email Marketing
  11. Social Media
  12. Pay-Per-Click

Content Marketing

  • Help fuel search engine optimization (SEO) efforts
  • Increase Brand awareness
  • Generate quality leads for less money (when compared to more traditional marketing)       
CALL TO ACTION MEASUREMENTS MANNER  DELIVERY
Stand Out (Unique) Conversion Rate Promotional Blogs
Indicated Towards A Lead Page Views Informational Article Sites
Create An Urgency  Absolute unique visitors Social
Positioned In a Prominent Area Conversion Rate Article Bookmarking
Social Bookmarking

Content Activities

Articles  E-Mail Surveys White Papers
Blog Posts  Info graphics Templates Work Books
Case Studies  Larger Definitive Guide   Videos Guest Blogging
Check Lists Reference Guides Visual Content Press Release
E- Books Slide Shares Webinars

Content Style

Content Activity Tone / Style Heading Example
Blog Interactive Some refreshing colors in curtain designs 
Article Informational How colors add to your home design?
Press Release Informational XYZ introduces its new color range in curtains 
E-Mail Promotional Choose the best colors for your curtains this season  

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 TRADE SHOWS WEB PAGES FORUMS
Registered For Attended Watched a landing page Submitted an idea
Viewed Visited Booth Filled out form on a landing page Read about best practices
Comment During Watched Booth Used Instant chat  functionality Read about ideas
Asked Questions During Attended Multiple Shows Request a call back Visited knowledge base
Follow Up Recording Viewed any Read about product information
Rated Event ROAD SHOWS Viewed  product page Asked a question
Registered Watched price Asked multiple questions
SURVEYS Attended Watched customer reviews  Answered a question
Visited AttendedMultiple Events Watched multiple web pages Answered multiple questions
Completed Shared through social bookmarking  Shared a best practice
Viewed Results White Paper Browser Used
Multiple Survey Participations Viewed information on
Registered for
Search Activity Registration Completed
Searched For Company Name  Multiple Registration
Searched For Product Name  Downloaded
Search for Others
Search Engine Used

Other ways to collect data 

  • Data from Google analytics
    • Data from google webmaster tools
    • Abandoned carts
    • Successful order data collection
    • Channel Partner qualified leads data Flip Cart, Snap Deal, Amazon,etc.     
    • 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 Mid Stage Later Stage
Increased time on site and content consumption   Better Contacts there are added    ROI Return On Investment 
Low bounce rate Number of actions taken 
Lift in digital advertising ROI Opportunities / Pipeline
Revenue attribution  

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)

Influencer Groups

Contacting with niche groups of user and establishing rapport with them, like Fashion Bloggers and Marketing Heads

Mobile Marketing

Mobile Marketing

Mobile advertising by developing responsive websites, apps and promoting on mobile advertising networks is being carried out.   

  • Media.net.
  • AdMob.
  • StartApp.
  • InMobi.
  • Flurry.
  • Millennial Media.
  • Others 

Search Engine Activities (SEO)

Search Engine Optimization

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

Pay Per Click

Google Ads, 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 pastCTRs 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

Social Media

Facebook, Twitter, Linkedin, Instagram and others

  • 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

E-mail Marketing

On the basis of curate data from resources can be mailed from time to time on PROMOTIONAL, INFORMATION AND REMINDER basis.  

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

Thus a well designed digital marketing campaign can be successfully devised for an effective business leads and propositions.   

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