Digital Marketing Basics

What is Digital Marketing?

At a high level, Digital Marketing refers to advertising delivered through digital channels such as Search Engines, Websites, Social Media, Email & Mobile Apps
In other words, Digital Marketing is promoting products and services using Digital Distribution & Social Media channels to reach consumers in a timely, relevant, personal and cost-effective manner.

Digital Marketing Overview:
1. Website Planning
2. SEO (Search Engine Optimization)
3. SEM (Search Engine Marketing)
4. SMM (Social Media Marketing)
5. Inbound Marketing
6. Email Marketing
7. Web Data Analytics
8. Affiliate Marketing
9. Mobile Marketing
10. Display Advertising
11. Blogging

Marketing Activity that will make an impact on Business in 2018

1. Content Marketing
2. Big Data(Including market & customer Insight & predictive analytics)
3. Artificial Intelligence & Machine Learning
4. Social Media Marketing including Social CRM & Social customer care.
5. Mobile Marketing (Mobile Advertising, site development & Apps)
6. Marketing Automation (Include CRM, Behavioural Email Marketing & Web Personalisation)
7. Conversion rate optimization (CRO) / Improving website experience.
8. Search Engine Optimisation (SEO)
9. Internet of Things (IoT) marketing applications
10. Online PR ( Including Influencer outreach)
11. Communities (Branded niche or vertical communities)
12. Partnerships including affiliate and co-marketing
13. Paid search marketing Eg: Google Adwords, Pay Per Click.
14. Wearables Eg: Apple Watch, activity trackers, augmented reality
15. Display (Banners on publishers, ad networks, social media
Digital Marketing Trends – 2018

1. Increased Consumption of videos
2. Live Features
3. Instagram Stories
4. Chatbots
5. Influencer Marketing
6. Voice Optimization
7. Long haul posts.

Increased consumption of videos :
Almost 50% of internet users look for videos related to a product or service before visiting a store.

The social media video statistics should prove why video is worth your attention
– YouTube viewers watch a billion hours of video each day
– Facebook users consume over 8billion videos every day
There’s a huge variety of formats this video content can take from 360-degree videos to live streams. This gives marketing teams a serious amount of flexibility when it comes to planning video campaigns

Instagram Stories:
– Seasonal Stickers
– Rewind features, live polls, zoom in features
– Facebook likely to focus more on Instagram
– Instagram Investment

Live Features
– Engage your audience on Facebook Live with an amazing live broadcast
– Get max attraction on Social Media
– Tools
– Goal Plan for this

Chat-bots
– Customer support and perfecting their chat-bot marketing strategy
– Right now chat-bots are mostly used for customer service — 61% of customer chat-bot interactions are centered around customer service-related questions
– The future of bots is looking bright too with an estimated 85% of customer interactions managed by chat-bots by 2020.

Why Digital??

We live in an increasingly technology-driven society. Today’s consumers not only accept that the newest digital technology is made available to them in retail environments-they have also come to expect it. Digital messaging improves the overall customer experience by increasing product awareness, decreasing perceived wait time, boosting brand retention and much more.

There are multiple channels for Purchase
1. E-Commerce Sites
2. Mobile / Tablet Apps
3. Review Sites and Blogs

There is better decision making towards
1. Product comparison
2. Third party reviews
3. Deep discounts & Offers

For business owners, there is easier sales closure
1. Choose product
2. Close the sale in 1 or 2 steps
3. Multiple Payment Options

Benefits to Businesses
1. Real-time Marketing (Shows ads when customers looking for it)
2. Contextual Targeting
3. Wider & Quicker Reach
4. Instant feedback & Impact assessment

AIDA

A – Awareness / Attention
I – Interest
D – Desire
A – Action

Apply AIDA Model to Digital Marketing

Attention/ Awareness :
1. Unexpected content, situation, Animation
2. Surprise
3. Attractive Graphics or titles
Ex: SERP, Adwords, Social Media, Google Maps, Images etc

Interest :
1. Relevant Message
2. A promise of reward or satisfaction
3. Raising tence or mystery
Ex: Content

Desire :
1. Special Offer, urgency, feeling of a special situation
2. Communicating Unique Benefits
3. Building unique Brand-Image & must-to-have effect
Ex: Social Media showing possible experiences, user generated reviews, testimonials, case studies and interactions on social media.

Action :
1. Purchase
2. Order
3. Subscription
4. Conversion of call or sending a message through the online contact form
Ex: Strong Call To Action (CTA)

Zero Moment of Truth (ZMOT)
It refers to the point in the buying cycle when the customer researches a product, often before the seller even knows that they exist. The number of consumers researching a product online prior to purchase has been on the rise in recent years as the interest and mobile continue to advance
In simple words, ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase.

For Example :
You go to a store to purchase a phone and you find MI A1 on the shelf and find it impressive and purchase it. This is the First moment of Truth (Shelf)
Once you purchase MI A1 and start using it you will start experiencing the actual features, Pros, Cons etc. This is the Second Moment of Truth (Experience)
So now the customer writes his/her feedback/review about the product in social media, which becomes the next person’s ZMOT.

With the same example of MI A1, how does customer researches about the product and how do search engines work on the search results
1. A YouTube video showing a launch of the product with features.
2. Google’s search engine results page for MI A1
3. Bloggers comparative reviews of MI A1
4. Customer reviews for specific brands of MI Phones and MI A1
5. E-Commerce sites information on the brands they carry
6. Sites rating the companies for social responsibility & Sustainability
7. Social Media shows other phones available with similar features and price.
8. Review sites including Flipkart, Amazon, and specific makeup review sites
9. Google’s SERP for the specific brand he/she’s thinking about
10. The manufacturers’ websites for the model he/she’s considering

Some Digital Marketing Terminologies
1. Call to Action (CTA)
2. Bounce Rate
3. Traffic
4. Click Through Rate
5. Abandonment
6. Ad Impression
7. Frequency
8. Conversion Rate

Way Ahead towards 2-3 years we can see that to keep your brand ahead of the curve, you need to update your content & Strategy to reflect changing consumer desires.