Digital Marketing

What is digital marketing?


“Digital marketing” is the process of building and maintaining customer relationships through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.

Marketing strategists agree that brand awareness in any industry gives that company an edge. Brand awareness accomplishes several objectives for companies seeking to increase sales in the marketplace. A brand awareness campaign needs to be flexible enough to grow with the company and adjust if needed. The company should seek to build customer awareness, promote its website and add value.

Webdaksha is devoted towards the complete e-commerce lifecycle. Therefore we recognize how to channelize the customer base from the demand funnel to increasing conversion rates in your shopping cart.

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How digital marketing evolved over the years
  • Back in the day, it was all about search engine optimization – (organic search)
  • Build a website
  • Apply the art of on and off page SEO to your website, you build links, you build more links, and you build even more backlinks,                focus on the meta-tags, content, etc.
  • You hope it shows up in Google someday
  • You hope it displays on the results with the right keywords (what people are typing in when they search)
  • It was like fishing and hoping you will get a catch.

With SEO, PPC was born – (paid search)
  • Google’s Adwords (3 line ads that show up on the right/top of search engine results)
  • Microsoft’s Adcenter
  • Yahoo’s search marketing (Overture)
  • Build ads around keywords and pay for everyone that clicks the ad and visits your site

Benefits Over traditional marketing
  • Puts the consumer in control
  • Provides convenience
  • Increases satisfaction
  • Drives brand loyalty
  • Reduces the selling cycle
  • Reduces the cost of sales
  • Builds your brand
  • Provides targeted results
  • It is measurable
  • Cost effective

Digital marketing objectives
One way to make sure you are found on the web is with an optimized digital marketing strategy. Most digital marketing strategies and campaigns have following 5 objectives.

  • Reaching the right audience
  • To engage with your audience
  • To motivate your audience to take action
  • Efficient spending on your campaign
  • Return on investment (ROI)

Digital marketing goal
Digital marketing is about generating sales and/or capturing leads from customers that are searching on the Internet for answers.

We shall handle digital marketing for your brand and give the due visibility to the brand across the digital platforms.

  • Defining Social Media Strategy
  • Page creation on Facebook , Instagram , twitter and LinkedIn
  • Profile Content Writing
  • Daily content postings and shares
  • Deleting of unwanted spam
  • Content promotion on Social Media channels
  • User Engagement
  • Facebook Ads Management ( Ad budgets will be borne by customer)
  • Educating the consumers about the brand
  • Online reputation management
  • Digital Media Reporting
  • Search Engine optimized content

Key components
  • Search engine optimization (SEO)
  • Pay per click (PPC)
  • Social media marketing (SMM)

SEO definition
  • Search engine optimization (SEO) is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search           engines.
  • All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos                or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved,                as it is with paid search ads.
  • Your website will be found
  • Improve your competitive edge
  • Expand your customer base and target audience
  • Cost effective
  • Long term standings
  • Free traffic
  • Targeted traffic
  • Higher sales (ROI)
  • Global reach
  • All the results can be measured
  • Better conversion (sales)
  • Pull marketing
  • Increased visibility
  • Your own 24 hour marketing team and shop front

PPC definition
Pay per click (PPC) is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, 'pay per click'.

Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services.

  • Very fast
  • Get targeted visitors within hours (sometimes minutes)
  • Provides a path for search engine optimization
  • Can yield highly profitable results
  • Great testing platform and can be highly targeted
  •    Time of day
  •    Geographic area
  •    Keywords and phrases
  •    Content network (Google)
  •    Immediate feedback
  •    No guestimation
  • Easy implementation
  • Flexible

Social media marketing definition
  • Social media is a medium and the medium is only a vehicle that amplifies social behaviour.
  • The medium is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of                communication
  • Better targeting
  • High return on investment (ROI)
  • Increased visibility
  • Targeted traffic
  • Content promotion
  • Helps with PR
  • Fun way to do business
  • Ability to go viral
  • Expedites online brand development
  • Cost effective (only time and effort)
  • Market research (what are your customers talking about?)
  • Create relationships with your customers
  • Campaigns has the ability to drive huge amounts of traffic
  • Supports traditional and other digital marketing campaigns
Basic social media marketing (SMM) strategy
Social media (Web 2.0) technologies (Twitter, Facebook, YouTube, Pinterest, LinkedIn) consistenly changes all the time and your SMM strategy should NEVER start with the technology part of it. The POST method is an excellent starting point for any SMM campaign.

The POST method stands for “People, Objectives, Strategy, Technology”, and this method helps to address the burning question of “should my company have a social media marketing strategy?”

P-O-S-T Method
  • People:
              Do you know who your target audience is? What are their demographics and interests?
  • Objectives:
              What do you want to accomplish with your social media marketing campaign?
  • Strategy:
             How will things be different after you launch your social media marketing campaign?
  • Technology:
             What social media channels are you going to use?
Digital marketing measurement
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Calculation
  • ROI (return on investment) = [(Payback - Investment)/Investment)]*100
    Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign.

ROI tools
  • Google Analytics
  • Google Webmasters tools
  • Basic Google Search
  • Google AdWords
  • Social Media Monitoring Tools
  • Sentiment Analysis Tools