UNIT-3

DIGITAL MARKETING PRESENSE

• Concept of Paid, Owned and Earned Media

• Website design and domain name branding
• Search Engine Optimization: stages, Types of traffic, considerations.
• Online Advertising: Types, formats, requisites of a good advertisement
• Online public relations
• News and Reputation Management
• E-mail Marketing: ypes and strategies
 CONCEPT OF PAID, OWNED, AND EARNED MEDIA

 Paid, owned, and earned media are the different types of content and channels through
which your brand can reach its audience. From social media sponsorships to You tube ads,
most of the marketing we see falls into one of these three types of media.
 Paid media is content you pay to place in front of an audience as an ad or sponsorship, while
owned and earned are free. Owned media is content you create and control, like your
Facebook page or your website, while earned media is content others create about you, like
reviews or Instagram posts.
1- PAID MEDIA
 Paid media incorporates any marketing that you can’t execute for free. This can include
traditional advertising – think print, radio and TV ads, or billboards. Online, it includes ads
on social media, ads on search engine results pages, and display ads on websites.
 Why pay for your media mentions? Paid media works really well if you’re just getting started
and interested in building a customer base because it guarantees your content will go
straight to your target market.
 Advantages of Paid Media
• Instant results
• Easy to track
• Full control over your message and copy (even though you don’t own the channels, you’re still in
the driver’s seat)
• Easy to target high-intent customers
 Example- On social media platforms, most ads are designed to blend into the surroundings.
Instagram, for example, uses native ads that appear in your feed. If you’re scrolling through, you
may not even notice that some of the social media posts are actually sponsored ads.
 Search engine ads are listings that appear at the top of search results. They’re a quick way to put
your brand on top of the competition (literally), making this type of paid media one of the most
popular forms of online advertisements.
2- OWNED MEDIA
 Owned media is everything that is published on channels you control. It includes your website
or newsletter, as well as any social media accounts.
 In most cases, owned media is the final destination – paid and earned media are the channels used to
push traffic there. Thanks to the popularity of content marketing and social media, it’s become a lot
easier to draw traffic to owned media channels.
 But what happens once a visitor lands on your site? Owned media works best when it offers value for
the visitor. It should draw customers to seek out your brand’s offerings, rather than pushing products
and services onto them.
 Advantages of Owned Media
• Your business has complete control
• Published directly on sites you own
• Great way to build trust and credibility
 Example- Your social media pages are considered owned media. You create and control all
content that goes into each account.
 A company’s website is its introduction to the digital world. As compared to other owned media, a
website is a long-term, versatile property your brand has total control over.
3- EARNED MEDIA
 Earned media is any mention or conversation around your brand that comes voluntarily from
others. This type of media is something you can’t pay for or own. Instead, earned media is something you get
organically (even if it’s the result of paid or owned media).
 The most common types of earned media include product features from bloggers, positive reviews, or social
media mentions

 ADVANTAGES OF EARNED MEDIA

• Increases your credibility and the trust others place in your brand (builds social proof)
• Heightens brand awareness
• Expands reach
 Example- Media Publicity- If you have a product that stands out or offers something new, you may be able
to get some free press coverage. After all, the media also loves a good story or new find.
 Social Media- Between brand mentions and reposts, it’s pretty obvious why social media is a great earned
media channel. In fact, social media is where you’ll see most people discussing brands and sharing
content. Make sure to engage with your followers and encourage them to post user-generated
content(UGC), which you’ll repost or retweet so they can gain exposure too.
 WEBSITE DESIGN AND DOMAIN NAME BRANDING

• Design phase consists of all the activities that ensure that page element, colours and graphics all work
together to provide an enjoyable experience for the customers while projecting a professional image for
the business. It includes-
 How to design the website
 Contents
 Site Navigation
 Colour schemes, Graphics
 Font and style
 Artwork/ photo scanning
 Test the website for functionality
 CONSIDERATIONS FOR CREATING A WEB DESIGN TO
OFFER SERVICES

• Website is basically a series of pages with links to other pages or sites. Website is the interface between the e-
business and consumer. It enables the business to display its product and services as well as sell online. It is
the place where consumer actions take place. A Website may contain text, banners, graphic, audio, and video.
1. Obtain a good domain name
• Your domain name, also known as your website address, is often the entry point to your site. It is important
that it makes a good impression for usability purposes, as well as for search engine optimization (SEO).
2- Maintain competitiveness
 Web designers must ensure that their designs include lowest possible costs to the users. User costs include
download time, Information-retrieval time, and the effort required to use and understand information.
3- Efficiently use resources and Focus on user needs.
 Those features should be incorporated in the Web that are efficient to operate, elegant to use, and easy to
maintain. A Web should not be built for the personal taste of the designer, the convenience of the
implementers, or the whims of the planners. Instead, the first priority of the web should be to meet the needs
of the users.
4- Create a consistent, pleasing, and efficient look and feel
 Web design should aim to give users an impression on all it’s pages a common, coherent, and
consistent visual cues. The web’s overall appearance should help users in accomplishing their
objectives through interfaces that strike a balance between simplicity and completeness and aim
for an aesthetically pleasing appearance.
5- Support interactivity
 Interactive components such as real time chats, message boards and similar opportunities should
be added in the site to enable visitors to network
6- Support user navigation
 All pages should allow customers to navigate within the site from any page to any other page. A
web designer can support these in a web by supplying navigation and information links.
7- User control and freedom
 A good web design should provide control and freedom to the users in the sense that the users
should be able to undo and redo those path which they might have taken by mistake.
8- Recovery from Error
 Error messages should be displayed in simple language and indicate the source of the problem
and the ways to correct it.
9- Help Desk
 The Website should have a help desk where the user can go for help on activities related to
the product, service, how to order, etc.
10- Customer Service Option
 Site should stay current with customer service options such as accepting credit cards,
shopping carts capabilities, understandable return policies and other methods to stay
competitive while serving faithful visitors and customers.
11- Feedback procedure
 Customer’s feedback should be encouraged.
DOMAIN NAME BRANDING
 A Domain name locates an organization or other entity on the Internet. For example, the
domain name for the Delhi University is ‘www.du.ac.in’. Domain names are important because
they provide a shortcut to website online. All domain names map onto what are known as
Internet Protocol(IP) addresses. For example, the IP address for the DU is 158.143.96.8.
• URL:http://www.du.ac.in
• Domain name: www.du.ac.in
• IP address: 158.143.96.8
 The Internet is based on IP addresses, not domain names, every Web server requires a
Domain Name System(DNS) server to translate domain names into IP addresses.
Every domain name has a suffix that indicates which top level domain (TLD) it belongs to.
There are only a limited number of such domains. For example:
• gov – Government agencies
• edu – Educational institutions
• org – Organizations (nonprofit)
• mil – Military
• com – commercial business
• net – Network organizations
 One of the most important parts of building a website is choosing the right domain name that
perfectly suits your goals, products, and services. If you fail to do this properly, you might damage
your brand’s reputation.
 This is especially true regardless of your field of expertise, whether you’re a small business
owner, a corporation, a freelance writer, or a professional service provider. That’s why the right
domain name is as important as your brand logo and company name.
Points to be considered choosing the best domain name for your brand
1. Choose an extension carefully
 A domain extension is the last URL segment after the domain name. The most popular extensions are
.com, .net, .co, and .org. Among these options, .com is the most popular.
 But what if .com is already taken by someone else? Is it the end of your website? Not at all. As mentioned
earlier, there are other popular extensions you can use aside from .com. On top of that, other extensions
such as .xyz, .shop, etc are becoming more common. Also, some extensions may help you become more
relevant in the industry you belong to, such as .technology and .marketing.
 Country code extensions are on the rise as well such as .us (for the United States), .ca (for Canada), .au
(for Australia), .uk (for the United Kingdom), and .sg (for Singapore).
2-Use targeted keywords
 Keywords aren’t only for content but also for domain name branding. Search engines analyze domain
names to understand your website and help them determine your site’s rankings. That’s why it’s
important to add your keywords as much as possible.
 However, be careful when choosing a keyword. You want to make sure the keyword you’ll use is relevant
to your brand and targets the right audience.
3- Make the domain name easy to pronounce
 When choosing a domain name, make sure it’s something people will remember easily. If you try to come
up with words only you can understand, people will get confused, even if you use the .com extension.
 Although word-of-mouth is a powerful marketing method, it’ll be useful if people can remember and
pronounce your domain properly. This can increase the chances of people passing and visiting your
website.
4-Don’t use hyphens
• Hyphens can make your domain name look stylish and creative. Also, they’re popular in most European
countries such as the United Kingdom and the Netherlands. However, they’re hard to express verbally.
Imagine yourself saying the word ‘hyphen’ or ‘dash’ out loud when advertising your website’s URL. It looks
awkward and might be misunderstood by many people as a whole word included in your domain name
instead of punctuation.
• Not just that, hyphens also make it more difficult to type a website’s domain name, resulting in a poor user
experience. This means people who want to visit your site may end up not visiting it because of a hard
domain name, leaving them no choice but to go to other websites.
5-Keep the domain name short
 Short domains work much better than long ones. The reasons are quite obvious: they’re easy to type and
remember, resulting in positive user experiences.
 Today, short domain names are becoming more and more important as the number of mobile users
continues to increase. That’s because they fit the small screens compared to long ones, making it easy for
mobile users to remember the site they visit.
 Domain name branding is a crucial step when building a website. You want your domain name to be as
simple as possible so people can easily recognize and remember it. Furthermore, you can use the tips
above to make a winning domain name that can boost your site’s traffic and ranking.
 SEARCH ENGINE OPTIMIZATION

 Search engine optimization (SEO) is the process of trying to rank in a search engine’s organic results. It
involves four main stages:
• Keyword research – Find what people are searching for
• On-page SEO – Craft content for searchers
• Off-page SEO – Build trust and authority from other websites
• Technical SEO – Ensure search engines can find, crawl and index your content
• Crawling is the discovery of pages and links that lead to more pages. Indexing is storing, analyzing, and
organizing the content and connections between pages.
• 1- KEYWORD RESEARCH
 Keyword research is an integral part of the SEO process.
 Without keyword research, you’ll only be making guesses about how users are searching for your
business, products, or services.
 Keyword research tools reveal how many users are searching for a particular term, how difficult it is to
rank for that term, and which related terms people are also using to find information online.
 This process starts with thinking about the hypothetical terms your target audience may be using to find
your business and then using SEO tools to either validate or refute your findings.
 Researching your competitors’ sites is another good way to surface keyword opportunities.
 Finally, keyword research helps you uncover geo-specific keywords to help you localize your SEO strategy.
2- Technical SEO
 The first stage in the SEO process is called technical SEO. As the name implies, technical SEO has nothing to
do with the actual content of a website or with website promotion methods.
 It has to do with settings you need to configure to make the job of search engine crawlers easier. Usually,
once you get your technical SEO correct.
3- On-page SEO
 The second stage is On-Page SEO. On-Page SEO has to do primarily with the content and other elements
found on a page.
 Unlike technical and off-page SEO, the main focus of on-page SEO is to provide search engine crawlers
enough signals so that they can understand the meaning and context of your content.
 Remember that search engines don’t read a page like a human so they are looking for signals to figure out
what a page is all about.
 It is at this stage that you will deal with website structure, keywords, title optimizations, headings,
internal links, image SEO, other techniques that can send the right signals to search engines.
 If followed correctly, on-page SEO will also improve the usability and credibility of a website or blog.
3-Off-page SEO
 The third stage is Off-Page SEO.
 Besides the changes you can do to your website (on-site SEO) so that it ranks higher in the SERPs(Search
Engine Results Pages), the other way to improve your website’s ranking position is by using off-site SEO
techniques.
 Off-page SEO refers to SEO tactics applied outside of a website to improve its rankings. These tactics
often include link building, guest posting, social media marketing, and more. The goal of off-page SEO is to
get search engines (and users) to see your site as more trustworthy and authoritative.
 Backlinks are a signal of trust and depending from where the links are coming, they can greatly affect your
ranking position.
 TYPES OF TRAFFIC
1. Organic Traffic
• Organic traffic is the number of visitors who enter a website after doing a search on Google or other search
engines and clicking one of the links on the results page.
• This type of web traffic can account for a very significant percentage of visits in the long run. To get more organic
traffic, it is necessary to apply search engine optimization (SEO) techniques.
• It is often said that organic traffic is free, but this is not entirely true. Although you are not paying directly for each
click, optimizing your website for SEO involves an initial investment of time and resources as well as some
maintenance.
2. Direct Traffic
• Direct traffic includes visitors from several different origins:
• People who have directly typed the URL of your website into their search bar.
• People who have saved your website's URL in their favorites and have arrived through it.
• In order not to lose potential direct traffic, your URLs should be clean, simple, and easy to remember. You can also
invite users to bookmark your site for future visits.
3. Referral Traffic
 This type of web traffic refers to people entering a website by clicking on a link from another site like a blog.

4. Email Traffic
• If you’re doing email marketing campaigns, you can measure their success by tracking how many visitors
come to your site through your messages.
• Email marketing management programs provide plenty of information about your clicks on links and total
clicks, etc.

5. Social Networks
• This traffic source refers to visitors who arrive after clicking on a social media post. You can distinguish
between the different social networks and you can go deeper into the data on clicks and interactions.

6. Paid Media
• This type of traffic refers to visitors who arrive after clicking on a pay-per-click ad on a social network.
• Social media ads (for example, Facebook Ads or TikTok Ads can effectively attract visitors to your site and
give you statistics on how users behave when they arrive there. Social ad platforms also provide you with a
lot of data about your campaigns, like information about demographic and user interests.
7. Paid Search
• This category would include users who come to your website after clicking on an ad from Google Ads or
other PPC platforms.
• Remember that these platforms incorporate different types of ads and locations. For example, with Google
Ads you can place an ad in search results, launch a campaign on YouTube, or place banners on third-party
sites, among others.
 CONSIDERATIONS OF SEO

1. Use Keywords In The Right Places

• You probably already know that you should add keywords to pages that you want to rank.
• But where you use your keywords is just as important as how many times you use them.
• Specifically, you want to make sure that your keyword appears at least once in your page’s URL, and in the first
100 words of your content.
• For example, I have a page on my site that’s optimized around the keyword: “copywriting”and I made sure to
add that exact term in those key places.
 2. Keep Users On Your Site Longer
• Here’s the truth:
• Pogosticking can make or break your Google rankings.
• So: what is pogosticking exactly?
• Pogosticking is when a Google user clicks on your site.
• then “pogosticks” back to the search results to find something that actually helps them.
• And when someone pogosticks, it sends a strong message to Google: “I didn’t like that result.”
• If your site doesn’t make users happy, Google will downrank you.
• The question is:
• How do you keep users on your site longer?
• Use lots of bullets and subheadings.
• When your content is easy to read, people will spend more time on your site.
• (It also stops them from hitting their “back” button.)
• As it turns out, bullets and subheadings make your content MUCH easier to read.
 3- Delete Zombie Pages
• Zombie pages are pages on your site that don’t bring in any traffic.
• And when you delete Zombie Pages, you can get higher rankings and more Google traffic.
• In fact:
• One ecommerce site saw a 31% boost in search engine traffic (not to mention a 28% increase in revenue)
when they “pruned” 11k product pages.
• Why does this strategy work?
• Well, Google doesn’t want to rank sites that are bloated with thin, low-quality content.
• In fact:
• Google stated that they prefer “one stronger page versus many smaller pages”:
 4-Add “What is X” Definitions to Blog Content
• This is one of the most important SEO tips that people tend to overlook.
• Here’s how it works:
• When someone searches for a high-level term (like “search engine optimization”), they’re usually looking for a
definition.
• Results on the first page of Google for definition terms tend to answer the question: “What is X?”.
• For example:
• If you do a search for “marketing”, 2 of the top 3 results answer the question: “What is marketing?
5- Speed Up Your Website
• Having a slow website can hurt your Google rankings. Google’s “Speed Update” specifically downranks
pages that load slowly on mobile devices. This is why you want to eliminate anything that slows down
your page speed.
 6. Add Related Keywords to Your Content
• To rank in Google today, you also need to add synonyms and other related keywords to your content.
• Why?
• Something called Google Hummingbird. Google’s Hummingbird update allows Google to go beyond simple
keywords. Instead, they try to understand the topic of your page(Kind of like how a human would.)
• So, How do you optimize your content for Hummingbird?
• Include variations of your main keyword in your content, to do that, just search for your target keyword in
Google and scroll down to the bottom of the search results.
• Add a few “Searches related to…” terms to your content.
 ONLINE ADVERTISING
• Online advertising, also referred to as web advertising and online marketing, is a type of marketing in
which businesses use the internet to share advertising messages to customers. The goal of online
advertising is to drive consumers to a brick and mortar business or a company’s website to purchase
a product or service.

TYPES OF ONLINE ADVERTISING

1. Social Media Advertising
• Once you have established a clear social media marketing strategy, you can start to consider
advertising on social media platforms. Most social media sites now easily allow advertisers to utilise
their reach and promote their products from within the platform. They also include good analytics
tools to assess the success of the investment made. This might include a promoted tweet or post, a
promotion of user-generated content or even an entire campaign that is released across multiple
social channels.
2. Content Marketing
• Content Marketing is another great way to get a brand and message in front of the right people. It’s
primary focus is to attract organic traffic to a website by improving a site’s SEO, but once you have
the strategy and content in place, you can increase its reach and engagement by paying for the
content to feature on relevant websites.

3. Email Marketing
• Email marketing isn’t anything new but it has resurfaced with a renewed efficacy. This type of
campaign yields high conversions. Thanks to the many automation tools available, you can get highly
profitable conversion. If you consider that getting a new client it is over 7 times more expensive than
maintaining a current one, you can be sure that email marketing is a good idea.

4. Search Engine Marketing (SEM)

• Search Engine Marketing is designed to increase the visibility of your website on the search engine
results pages (SERP) by paying to appear on search engines, such as Google. It is not to be confused
with SEO (search engine optimization), which is the art of appearing as high as possible within the
search engines without having to pay for it. SEM is often called PPC (pay per click) and can be used
on Google Adwords or Microsoft Bing Ads for example. The effectiveness of the investment is
generally measured by CPC (cost per click) or CPI (cost per impression).
5- Display Advertising
• Among the more visual online advertising formats are display ads. They are called 'display ads'
because they generally contain images or videos and are published in designated places within any
given website, like a blog.
• Display ads are one of the most popular types of online advertising in the world. They have been
around for a long time and work on several levels.
• A display ad is usually an image with a link underneath that will take the user directly to a
web page. There are many different types of display ads, including banners and pop-ups etc.

6-Video Marketing
• Video content is an incredibly entertaining to users, which makes using videos as an advertising
strategy a fantastic idea. Another idea is to partner up with YouTubers who feature and discuss your
product/service (similar to native advertising). You can also come up with original video content to
help you get a better, more organic position on SEO. By sharing these videos, you can gain more
direct web traffic and increase your chances of going viral. With videos, there are countless
possibilities if you bear in mind that soon an estimated 80% of the internet will be video-based
content.
6. Retargeting and Remarketing
• Reminding repeat customers or users who have shown interest in your company, is a solid strategy
for making conversions. Remarketing makes your banner appear on whichever website people who
previously visited your site go to after (provided that these sites offer remarketing spaces). These
types of ads are good for making sales and raising brand awareness, which emphasizes a company’s
presence within the consumer’s buying process.
• These ads can be purchased through search engine advertising management tools such as Google
Adwords. The prices are usually established by CPC metrics.

7. Digital Signage
• Although the name may be not ring a bell, this format is gaining ground. This is the technological
evolution of traditional outdoor advertising. It's used on billboards, window displays, bus stops, or
any other stand that has a screen. The efficiency of this type of advertising resides in its capability to
grab the attention of potential clients during the most mundane parts of their day.
 TYPES OF ONLINE ADVERTISING FORMATS

1. Banner Ad
• A banner contains a short text or graphics to promote a product or service. Banner ad is an object on the
webpage. It provides a hyperlink to the advertiser’s website, Banner ad allows the users to open the
advertiser’s website as and when they click them, It provides information and at the same time persuades the
buyer to buy the product.
2. Pop-up Ad
• Pop-up ad appears in its own window, when the user opens or closes a web page. Generally, pop-up-ads are
considered very annoying and irritating. The in-build settings in browsers can block such pop-up ads.
3. Interstitial Ad
• Interstitial ad opens in one’s own browser window when the a user clicks a link to a new web page. The ad
appears for a few moments before the intended web page gets loaded. Many interstitial ads close
automatically and allow the intended page to open in the existing browser window.
4. Coupons
• Certain companies offer their members discount coupons which they can print and use for both online and
offline retainers. Coupons encourage customer to save money and enjoy discounts while shopping. When a
customer clicks on certain coupons, it is easy for marketer to know the type of products the customers is
interested in purchasing.
• The coupons enable the marketers to monitor the customer behavior. People get motivated by online coupons,
as online coupons help save money.
5. Reward Programme
• When consumers purchase product on internet, they get reward points. Once the reward points get accumulated, it is
used for the purchase of products in future. The idea behind offering reward points is to encourage customers to make
large purchases and earn more reward points to get more benefits.

6. Banner Swapping
• It involves a direct exchange of links between websites. “A” company may agree to display the banner of company “B”,
which in turn will display the banner of company “A” in the form of a link.

7. Pre-Roll Video Ads

• Have you ever been forced to sit through an advertisement before you could watch a video on YouTube or
another video sharing website. These video ads are called pre-roll advertisements, and they’re typically
short promotional videos.
• Pre-roll ads are fantastic for branding, since the users is forced to sit through at least five to 10 seconds of
advertising before they see their desired video. They’re also an acceptable option for direct response,
although usually less effective than banners.
• Because most users will click through using the ‘skip’ button after watching the first few seconds of your
video, it’s important to get your message through quickly when using pre-roll advertising to market your
business.
 REQUISITES OF A GOOD ADVERTISEMENT

1. It’s Promotional
• At its core, advertising is a form of communication that aims to publicize a product or service and
encourage sales. By nature, good advertising is promotional.
• While some may refer to advertising as "propaganda", they are in fact two separate concepts. Propaganda
seeks to influence a population's ideology and ways of thinking, while advertising focuses on influencing
purchasing habits. A good advertisement is promotional in nature
2. It’s Persuasive
• To achieve their main objective (to increase sales of a certain product or service), effective ads must convince
consumers that a certain product or service is better than a similar offering from a competitor.
Persuasive advertising assures that a product can solve a consumer’s need or improve their life in some way.
• Advertising employs a variety of resources such as appealing to consumers' emotions, winning their trust with
arguments of authority, or using logical reasons to justify the purchase of a product.
3. It’s Part of the Company’s Overall Marketing Strategy
• Behind every campaign, there is a lot of strategic thinking involved. Advertising always aligns with a
specific marketing objective that ladders up to the global interests of the brand or company. Thus, a strong
advertising strategy should be framed within the general marketing plan.

4. It’s Targeted
• In the past, advertising relied on mass media such as radio and television to reach as wide an audience as possible.
Effective advertising in today’s world requires highly targeted and segmented audiences.
• Every brand has an ideal customer profile they are trying to attract. The more focused your advertising is on a
particular audience, the more effective it can be. The content of your advertising messages should be specially
designed to appeal to the feelings and needs of your audience. Ads do not work if they are not trying to appeal to a
specific type of person.

5. It’s an Investment
• Advertising campaigns require an investment of time, resources, and of course, money. Generally, the channel
issuing the advertisements charges a certain amount in exchange for its dissemination.
• A good ad campaign will increase the company's profits, and this should exceed the invested cost. To understand
the relationship between costs, advertisers measure the campaign’s ROI (return of investment). A
positive ROI indicates that the advertising campaign has been a success.
6. It's Original
• It’s no secret that advertising suffers from market saturation. Consumers are exposed to hundreds of ads a day in
different formats, and most don’t even pay attention to them. Therefore, effective advertising stands out from the
competition by using unexpected formats and resources. You can grab a user's attention by emphasizing the
novelty of your product or service, offering a great deal, or doing something completely out of the box.

7. It’s Creative
• Videos that tell stories, shocking images, unforgettable speeches, catchy jingles, etc. Effective ads use creativity to
stand out and make a brand immediately identifiable or memorable. The best creative ads manage to surprise
users, move them to action, and become instantly memorable, all while remaining faithful to the principles of the
brand.

8. It’s Ethical
• Because of its persuasive power, advertising should be controlled to prevent misleading information or unethical
campaigns. While there are several public bodies that regulate the ethical aspect of advertising, it is also essential
that advertisers and agencies take responsibility. In the end, honest and clean advertising reflects the values of
the advertiser, contributes to improving a brand's image, and is beneficial in the long run.
ONLINE PUBLIC RELATION
• Online Public Relations (E-PR, Digital PR) is a form of web-based public relations that employs all
the resources provided by online media. Its goal is to increase the online presence of an
organization, company, or individual using online channels. Communication on websites or social
media is used to draw attention to a certain product or service and to cultivate a positive
reputation. Another objective of digital PR is to built and preserve relationships with stakeholders
that can influence the company, organization, or person. Press releases, blog posts, newsletters, or
social media posts are used to create a lasting positive impact on the external image of a company
or brand.
• Online Public Relations is similar to traditional Public Relations in the sense that it’s concerning
influencing people instead of buying placement pertaining to brand content. The influence could
result in a story in a magazine, newspaper or blog. It could also result in different online media,
including social networking. Launching press lets out constantly and letting people know you have
a twitter or maybe a Facebook fan page them to should like is often a surefire way to get started a
successful online public relations campaign. In today’s world the online world makes things much
faster and allows us to create information on this fly. So online PR today uses a strong
understanding of how google work and what company can do to fight off of negative events.
 NEWS AND REPUTATION MANAGEMENT
• Reputation management is the process of shaping and influencing the public perception of an individual, company,
or brand. There are several types of reputation management. Common types of reputation management include:
1.Online reputation management: Is mainly focused on managing a person or organization's online presence
to make sure its seen as positive.
2.Crisis management: Crisis management mitigates the negative impact of a crisis or damaging event on a
person or organization's reputation. Crisis management is somewhat different than crisis response.
3.Brand management: Brand management is a type of reputation management that is focused on building and
maintaining a positive reputation for a brand or product.
4.Personal reputation management: Personal reputation management is specifically focused on managing the
reputation of an individual, such as a politician, an executive, or a celebrity.
5.Reputation repair: Reputation repair is used to fix a person or organization's reputation that has been
damaged by negative events or publicity.
6.Review management: Online review and star-ratings management refers to improving star ratings, removing
negative reviews, and responding to reviews.
7.Wikipedia reputation: Wikipedia management works to improve the narrative of Wikipedia articles or to
correct inaccuracies.
• Overall, the goal of reputation management is to ensure that a person or organization is perceived positively by the
public and stakeholders.
 TYPES OF EMAIL MARKETING

1) New Content Announcement Email

• This is one you probably already know and love. You know, the one where you announce your next sale,
ebook, webinar, coupon, free trial ... and the list goes on. This email is used to describe and promote a
particular marketing offer -- one single offer -- with a call-to-action that links to a targeted landing page
made for that specific offer.
• When it comes to designing an email for a specific offer, the main component to keep in mind is the offer
itself. You want the copy to be brief but descriptive enough to convey the offer's value. In addition, make
sure your email's call-to-action (CTA) link is large, clear, and uses actionable language.
2) Product Update Email
• Product emails are tricky. People generally don't want to receive these often, and they're typically not as
interesting or engaging as something like an offer email. That said, it's important to keep these emails simple
and straightforward.
• Many companies choose to send weekly or monthly product digests to keep their customers or fan base up-
to-date with the latest features and functionalities. And no matter how much a customer loves your business,
it's still work for them to learn how to use new features or learn why a new product is worth their
investment.
3) Digital Magazine or Newsletter
• Do you maintain a business blog for your company? Are you a magazine or media outlet? No matter which of
these categories you fall into, many companies choose to send a roundup of stories or articles published
weekly or monthly. And if you truly want people to read these email

4) Event Invitation
• Email can be a great vehicle for promoting an upcoming event you're hosting. But if you want to invite your
contacts to an event and motivate them to register, it's extremely important to clearly showcase why that event
is worth their attendance. A great way to do so is through visuals.

5) Co-marketing Email
• Co-marketing is when two or more complementary companies partner together for some mutually
beneficial task, event, or other promotion. The main draw of co-marketing is to leverage the audience of
another company to increase your reach.
• Sometimes the relationship results in a strategic announcement; other times it's as simple as a joint
webinar. Let's use the latter for an example of how co-marketing emails work, and why they're so
beneficial: Let's say you and another company decide to do a webinar together on a particular subject. As
a result, that webinar will likely (pending your arrangements) be promoted to the email lists of both of your
companies. This exposure to a list that is not your own is one of the key benefits of co-marketing
partnerships.
6) Confirmation Email
• How frustrating is it to book a flight or register for an event and not receive an automatic confirmation
email? We know that personally, every time I make an online transaction, We wait impatiently to see that my
transaction was complete. After all, nobody wants to worry that they're first payment wasn't processed, only to
click the payment button again and get charged twice.
• To avoid any confusion, keep these emails simple, with just a brief summary of the information your recipients
would want you to confirm. Try not to fuss with the design, as they simply want to know that the action they
took was completed so they can save the information, have peace of mind, and move on.

7) Form Submission Kickback (Thank-You) Email

• Whenever a prospect, lead, or customer fills out a form on one of your landing pages, a kickback email should
automatically get triggered after their submission. Depending on the form, these kickback emails are often
referred to as thank-you emails. These emails are mainly for the sake of fulfilling your promise to the user, and
storing the information you promised them safely in their inbox.

8) Welcome Email
• Another type of transactional email, the welcome email is the perfect option for thanking and providing
more information to people who have signed up for your newsletter, product trial, or other offer.
• The elements you include in a welcome email will depend on the specifics of what you're offering. But in
general, you can use the email to showcase your brand's personality and to highlight the value
that recipients can expect to receive. If you're welcoming new users to a product or service, the welcome
email is a great place to explain how everything works and what users need to do in order to get started.
 EFFECTIVE EMAIL MARKETING STRATEGIES TO GENERATE MORE
SALES

1. Keep Your Subject Lines Short

• 47% of email recipients open the mail based on the subject line only, and those that are personalized are 22%
more likely to be opened. This shows that subject lines are extremely important for your email marketing
campaign’s success. However, statistics show that it’s not just the content you need to be careful about, but the
number of the characters used as well. In fact, email subject lines with 6-10 words are those with the highest
open rate. Another statistic that goes well in your advantage is that those subject lines with a sense of urgency or
exclusivity give a 22% higher open rates.
• What seems to be a simple one-liner, can, in fact, take a lot of time to create the right one. Subject lines can
either make or break your campaign’s success. So, the next time you’ll find yourself crafting one, keep in
mind that the more you tell with less, the better the chances of a successful campaign you have.
2. Pick the Right Time for Email Sending
• Timing is everything when it comes to the success rate of your email campaigns. You are surely aiming for
improved open and click-through rate so choosing the time wisely is an element you should focus on. One more
reason is that loyal users may want to engage with your content (share with friends or on social media, etc.).
Having that in mind, you should use all the tools you can to determine what’s the best timing for them.
3. Send Mobile-Friendly Emails
• Imagine sending an email that looks so good. But the moment you open it on your phone the images don’t show
and the design looks bad. As a result, your subscribers aren’t able to interact. This situation can seriously affect
your campaign’s success.

4. Segment your mailing list

• As your email list expands, it’s likely to contain diverse buyer profiles.
• List segmentation is the process of dividing your list of subscribers into smaller sub-lists with common traits.
The idea behind this technique is to engage subscribers with more relevant, targeted emails.
• Typically, contact lists are segmented by demographic information like age and location as well as customer
information like lead score and purchase history. (This is where having a sales CRM that works with your email
marketing tool comes in handy.)

5. Keep your email list tight and clean

• Email marketing is all about sending the right messages to the right people. And list clean-up is one of the
common email marketing pitfalls to avoid.
• You must continuously clean up your email list by removing unengaged and unsubscribed members.
• Create an effective sunset policy to reduce spam complaints and email deliverability issues.
6. Provide a clear call to action
• A clear and actionable CTA will encourage your subscribers to take the action you want from your email
campaign.
• It could be anything from product demo CTA, ebook download CTA, to product purchase CTA.
• Few tips for creating a better Email CTA:
• Use proper color contrast to make it accessible.
• Use actionable words in your CTA.
• Create a sense of urgency.

7. Test, test, and test

• A/b testing allows you to test your email campaigns before you send them to the target audience
and gauge the effectiveness of your campaign. You send one version of an email to one set of
subscribers and the other one to another.
8. Personalize your emails
• Personalization in emails is more than mentioning subscribers' names in subject lines and the body.
• Personalizing help:
• Improve relationship with the audience
• Stand apart from other competitors
• Increase email engagement
• Use the existing data about your subscribers to segment them based on various parameters and send
them targeted emails they love.
THANKYOU