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Introduction To Digital Marketing In Year 2019 - Live Recorded Session

Part 1

  • Digital Marketing is relatively easy to implement however whats tough is understanding the right elements of business and ensuring that every part of your sales story is conveyed to the customer across various stages of his decision making journey. 
  • The key to your digital marketing campaigns success lies in the story conveyed through content on the website. Personalized content specific to the buyer decision making journey.
  • Additional Hooks to create that one last minute push for customers to buy your products.
  • CRO ( conversion rate optimization techniques and tools). The Most Important Ingredient Of Digital Marketing Mix.
  • Implementing right data capturing points and tools to use data analytics to improvise on your digital campaigns.
  • Implementing Tags through GTM ( Google Tag manager), Google Analytics, Smart Look etc.

Part 2

  • Search Engine in 2019 will still remain the key channel to drive potential sales.
  • SEO ( search engine optimisation), the process of ranking your webpages on queries related to your business so as to attract potential customers. SEO will still be the core of driving quality traffic to the website, however it has its challenges in the days to come from Amazon – Already a big search platform for products and has the potential to divert a lot of searches through Alexa.
  • SEO On page is a one time activity and Off Page is a continuous activity.
  • SEO Tools does not affect the ranking of a website, its the right implementation of SEO strategies which can. SEO tools facilitate data collection. Tools like SEMRUSH, SPYFU, KWFINDER will help you with seo data of competitors.
  • To Drive paid traffic from the search engine use Google Ads For search. It’s a RTB platform which also factors quality of the advertisers website for deciding the ad position in the search pages.
  • Use Google Ads for shopping to promote your ecommerce store products on Google search( not services). You will need to create a Google Merchant Center Account to run Google shopping ads.
  • Google My Business Page is also a part of the search results now with customers reviews and ratings.

Learn To Drive Traffic To Your Web Asset . Join The Most Exhaustive Digital Marketing Classroom Program .

Part 3

  • Social Media Marketing in today’s world is something you can not afford to to miss as a channel for any product. This is where the consumers are spending their large percentage of free time.
  • Depending on what your product and nature of business ( B2B , B2C) you choose which social channels to use. Facebook, Istagram, Snapchat, Twitter, Linkedin, Youtube etc.
  • All the above social channels have paid advertising platforms capable of targeting users based on data, re-marketing website visitors, re-marketing data of leads, past customers, lookalikes etc.
  • Besides Paid all platforms have #Hashtags which help in organic marketing. Social Media contests and Micro Influencer Marketing serves as addon driving traffic to website.
  • Every social channel has some strength when it comes to creating various format of same content –Long Form, short Form and variations wrt Text, Image, Infographic, Video content. Use Tools like Canva, Piktochart, Biteable, Lumen 5 etc to create variations of same content.

Part 4

  • Google Ads also lets you advertise on websites which are a part of GDN ( websites using Google adsense)
  • Remarketing website visitor, customer database on GDN is a very important aspect of digital marketing  inducing sales and setting process for lead nurturing.
  • Video ads on Youtube can be managed by Google ads and can also be used to remarket engaged users on our youtube channel.
  • Since  GDN is not all the traffic available on websites, use of other Adnetworks to leverage reach can be used.  Adnetworks like Taboola, Adroll, Outbrain and others are also leveraged.
  • An advertiser can use his own ad serving platform to deliver ads on a publisher website. This allows the advertiser to track clicks, impressions, leads / sales from the publisher and also to set capping and personalise based on geography etc. Open source platforms like Openx and paid ones likes Google Double click for publishers( DFP) and Doubleclick for advertisers ( DFA) are also used.

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Part 5

  • Email Marketing Or Email as a mode of communication, depends on the business you are in and your objective.
  • Plain Vanila Bulk email are a passe with challenges of Spam, users disinterest etc. Tools like Sendgrid, Benchmark Email etc can be used for same.
  • While bulk emails could be effective  for certain business selling impulsive buying products or inherent need products , but would still need personalisation to be effective.
  • Implementing Inbound Marketing strategies, using drip campaigns personalisation content wrt users decision making journey and  right timing is the key.
  • While Hubspot could be a desired platform but the upfront huge amount of cost money could be a barrier , Mailchimp can offer solutions at a much lesser cost.
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Part 6

  • Mobile is pretty much like the attire we wear everyday and stays with us 24/7. Reaching out through mobile platform could help scale business.
  • Bulk SMS is a legitimate way of reaching out to audience however depending on Transactional or promotionl  SMS would reach inbox.
  • Whatsapp bulk sms is illegitimate solution however there are platforms who survive daily on the mercy of whatsapp updates.
  • Whatsapp for business can be used to set automated messages for first time messages and limited business have an access to whatsapp api to use whatsapp for transactional alerts.
  • Missed call marketing can be used to engage customers on platforms and offline channels where attention span is less. HUL Kankhajurateshan success is a case study in point.
  • Mobile app is pretty much IN whether its an acquisition tool or a customer engagement tool brands want a direct connect anytime (mobile)) , anywhere( GPS) and instant communication(push notificatioin) to ensure revenues through LTV( Life Time Value) of the customer or profitability.
  • You can promote mobile  app through Google ads platform on Playstore, websites as display ads, on social media platfroms etc. Similar to SEO there is ASO ( Appstore optimisation) for ranking of mobile apps in playstore searches.

Part 7

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At LIPSINDIA, Our students create LIVE Google Adwords Campaign, Facebook & Instagram Campaign, Have an access to Real Data on Google Analytics, Search Console, Have an Access to Servers to understand creating a website from scratch. A lot of our social media campaigns and Off page SEO is managed by our students. Students Learn content curation techniques through social media monitoring tools and recreate content using access to paid content( image, video) creation Tools

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