DIGITAL MARKETING

UNIT - 1

Digital Market Space

The market space is considered a bi-directional unit as both the buyers and sellers can buy and
sell through transactions in such portals.

Notable examples of market space are micro-blogging sites, e-commerce platforms, etc. like
twitter, ebay.com, quicker.com, Myntra, Etsy, Alibaba, Amazon.com, etc. Electronic transactions
are used for the distribution of goods and services in the marker space.

Characteristics of market space

The characteristics of market space are as follows-

The transactions that take place in the market space occurs via online media or internet

There is no face-to-face transaction as the electronic media does not offer any such option

An interested party can find information in the market space about the available products and not
anything about the products

There are no actual showrooms or physical stores. These are replaced by the internet and
computers that enable the option of buying

Components of market space

The major components of market space are as follows-

1 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
1. Buyers

The world is full of potential buyers and customers who are continuously surfing the web world
for a good bargain. The goods and services are advertised on several platforms which are
accessible via internet connection. The consumers are on the look-out for collector’s items,
entertainment, and customized items.

In a market space, the actual power rests with a customer or the buyer who can easily search for
the required item on various websites. It is easy to get a detailed description of the relevant
product and service, compare the prices at different portals, make a bid for the item they think
worthwhile and even negotiate the prices.

2. Sellers

One of the essential components of the market space is sellers. There are many market spaces on
the web, which are offering millions of products and services to the consumer. These sellers are
actively involved in huge-scale advertising to lure in old as well as new customers. A buyer can
find new offerings on an everyday basis as the products and services are replaced at regular
intervals to maintain the fresh look of the site.

Sellers are seeing the market spaces very convenient for selling their products as they can gain
exposure to the innumerable number of buyers which would not have been possible via physical
stores. Moreover, the sellers can save on the additional costs that are part and parcel of retail
outlets but do not have a bearing on the market spaces.

3. Intermediaries

There are numerous types of intermediaries in the market space that provides several services on
the web. The online intermediaries are adept at handling the scenarios of online markets by
offering infrastructure services, matching buyers with sellers and vice-versa, and helping both of
them to complete a transaction admirably.

4. Other business partners

Besides the intermediaries, the market space has other business partners like the shippers who
collaborate with the supply chain on the internet

5. Products

The market space is a vast ground where almost every kind of product is available at the web
platforms. Buying is a straightforward option as it is possible with the help of a single click of
the mouse. The digitalization of services and products is likely in the market space.

Most of the costs in digital products are fixed thus profits increase once volumes start increasing
and this is a huge benefit for sellers

2 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
6. Back end

An essential component of the market space is back end of the market which includes activities
related to order fulfillment, packaging, payment processing, purchasing from suppliers, inventory
management and delivery

7. Infrastructure

The infrastructure of market space includes networks, software, and hardware

8. Front end

Interaction in the market space is via a front end, and the business processes include shopping
cart, electronic catalogs, seller’s portal, payment gateway, and a search engine

9. Support services

One of the components of market space is the support services that are available in the web
world. These include trust services and certification that ensures security to the knowledge
providers.

Objectives of market space

 The goals of market space are as follows-

 Establishing brand awareness through the market space
 Selling a product or a service in the market space
 Providing product support
 Offering customer service via the market space

Advantages of market space

 The market space is already an established market, and there is no need to create demand
 Selling on the market space is at a much faster pace because as soon as uploading starts,
the buyers start going through and buying the products and services
 The cost of products in market space is very less compared with the value of products in
physical stores as the sites can save additional expenses like stocking costs, maintenance
of physical stores and transportation costs
 An essential advantage of market space is that it is convenient for the consumers as they
do not have to travel from one market place to another in search of the products they
require
 A market space does not need rent nor does it require the physical presence of the
employees
 Shopping at market space is very easy with a single click of the mouse
 As the internet is available almost everywhere, there is no such problem as inaccessible

3 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
  A market space has an established customer support network that offers help when
required regarding the products and services and that too around the clock 24*7
 A market space has its payment escrow services. This helps the customer to make
payments with ease without worrying about the misuse of large transactions
 It is possible to see the acceptability of a product by going through the reviews
 The market space has already gained the trust of its audiences and once a product or
service is uploaded it gains benefit from the already established trust factor of the market
space
 Marketspace can attract high traffic that includes millions of customers
 Marketspace is one of the quickest ways to expand online profile and footprint
 The seller has to pay a commission to use the market space

Disadvantages of market space

 The downside of market space is that there is no possibility of trying the product. One has
to look at the specifications and posted information and assume the suitability of the
product
 In market space, a buyer will not be able to take the help of employees who acts as a
guiding force
 The market space cannot boast of any direct communication between the buyer and the
seller
 As the customer base is shared with several sellers, the market space losses the
opportunity of upselling and cross-selling the products
 The market space is a product-focussed market and not seller-focussed
 There is no customer loyalty in market space because they are not regular visitors. They
are random visitors who like things and then buys as there are several options available to
them
 The competition level in the market space is anytime higher than found in other market
places
 Market spaces are known for offering various discounts and incentives to lure in the
customers. Even if the sales volumes increase the profit margins do not appear at the
same rate

Digital Marketing Strategy

A digital marketing strategy is a set of planned actions performed online to reach specific
business goals. In simple terms, this means performing consistent actions at the right time via the
most suitable online channels to increase revenue and improve relationships with your audience.

4 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Generally, making a strategy helps you move more consciously and thus more confidently no
matter what you do. When it comes to digital marketing, building a strategy can help you in the
following ways:

 It motivates you to learn more. When you start to develop a digital marketing plan, you
need to think through every aspect of your business. You also have to thoroughly analyze
your audience, competitors, trends, and neighboring niches to create a polished and up-
to-date digital marketing strategy. Developing a plan is an amazing chance to get more
in-depth knowledge of your business!
 It provides real data. During the analysis, and after turning your strategy into action, you
will get a lot of comprehensive data about what works well for your brand and what
doesn’t. Empowered with that information, you’ll have a catalog of options for improving
your business.
 It structures your actions. Developing a digital marketing strategy avoids the chaos of
making blind guesses that you have to make without having a plan. If you create a
strategy, you will get a better understanding about how to combine various marketing
channels and realize the full potential of your company.
 It helps to increase ROI. Once your actions are structured, you make fewer actions and
fewer mistakes. With a well-crafted plan, you will be able to detect your weaknesses,
predict problems, and quickly react. You will save time, money, and efforts to increase
margins as a result.
 It helps you reconsider your relationships with the audience. A digital marketing strategy
gives you a fresh look at your communication with prospects and customers during all of
the stages of the buyer’s journey. When you make a business plan, you need to focus on
your customers, find ways to add more value to your relationships, and develop new
ways to engage with them.

Opportunities for building Brand

Here are some common places you can put your brand today:

1. Graphics

If you use graphics in your social media or content marketing — and you should — be
sure that everything you publish is branded.
When I share this article on Facebook and Twitter, the images I create always include my logo.

2. Packaging

Bags and shipping boxes should feature your brand and perhaps even contact information. Every
package you receive from Amazon is an example of this strategy. If you can’t afford right now to

5 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
print up new packaging or bags, get some nice rubber stamps made, grab a colorful inkpad and
go to work.

3. Email

Your logo and social media links should be included in every email marketing message you
send. Using an email service provider, like

Using an email service provider, like Constant Contact, you can easily customize an email
template with your business logo, colors, social media buttons, and contact information.

4. Presentation materials

Whether you’re creating a PowerPoint presentation or pulling together a folder to promote your
business, get your branding on everything.

Further, for items such as PowerPoint presentations, make a template so everyone on your team
can create good-looking slides with your brand.

I would also include business cards, stationary, and any printed materials in this group. Drake
Baer and Skye Gould have a great article over on Business Insider that breaks down business
card design.

5. Vehicles

If you have company vehicles, consider a “wrap” or sign painted on your door. The Outdoor
Advertising Association of America says that a wrapped vehicle can create as many as 30,000 to
70,000 impressions a day.

6. Clothing

If I say “khakis and a blue shirt,” what am I talking about? The ubiquitous “uniform” at Best
Buy. Establishing a consistent look in your team is often a good idea and it can become an
element in your brand identity.

7. Giveaways

Other small items should feature your branding and contact information. If you’re B2B and you
serve coffee to your clients, make sure it’s in a regular or travel mug with your logo on it.
Promotional items can be used wisely and benefit your business quite a lot.

Website
What’s a Website?

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A website is a collection of related web pages, including multimedia content, typically identified
with a common domain name, and published on at least one web server. A website may be
accessible by referencing a uniform resource locator(URL) that identifies the site.

For example : http://www.crazyonweb.com

Types of Website?

As website is a place that provides knowledgeable content to the user, it can be of many types.

A website could be a personal blog that is related to food, fashion or travel, It could be a
business, agency or corporate website that’s related to a company providing services, We all are
aware of the companies that sell products like Amazon and Walmart their websites are
categorised into Ecommerce website.

All in all a website could be ranging from personal blogs to public products, entertainment to
social networks , from calling a cab to booking a nearby hotel , from ordering food to checking
out local shops and etc.

A website got many functions and are majorly dedicated to a particular core categories or topics i
must say to solve a particular purpose.

Why you need a Website?

Although need of website is essential for everyone but still that depends on individual’s
perspective.

Being a digital marketer a website could make you good income provided you invest some time
in it. If you got your plan or already running a business you must remember a user will be
knowing you through your website. The very first interaction your potential customer will make
with you would be online via your website . Also we cannot neglect the fact that Jio did made a
huge impact in increasing internet users in India by 600% or infact more than that.

7 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Nowadays most users are likely to check your info before making a crucial move to be the part
of your company or to check your contact details and you address.

Planning and Creation

How to create a digital marketing plan

Now, let’s talk about the various digital marketing plan components as well as the specific steps
to follow as you develop your strategy.

1. Define your digital marketing goals and business objectives

Clear, measurable, and attainable digital marketing plan objectives help you define exactly what
you want to achieve and measure. Be clear and concise when you set these goals. You should
also include specific numbers and timeframes to benchmark your progress.

For example, avoid goals that state you will update your lead generation system, boost
conversion rates, or improve digital customer experience. Those are a bit too vague. You can’t
measure your results and it’s not apparent what steps you should take to reach that goal.

Instead, a much better goal is to double organic search traffic in the next 12 months. This
provides you with a deadline, a framework for setting milestone goals, and specific actions to
take (optimize your site, create amazing content, and conduct strategic outreach for SEO, etc.).

2. Define audience segmentation and buyer personas

A key reason why digital marketing is important is because it allows you to target your audience
with great precision.

For any digital marketing campaign to be successful, you need to know who you’re targeting.
Segmenting your audience and then building buyer personas for each of those segments can
provide you with insights about what types of marketing will be most effective.

8 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
For example, say you sell IT services. Part of your audience might be small businesses with less
than $500,000 in revenue. You might also sell to large corporations with significant IT needs.
Your buyer personas and marketing strategies for each of these segments will look very
different. Messaging that resonates with a small business owner probably won’t resonate with the
head of a large IT department, and vice versa.

Start by defining the different segments in your target audience. From there, begin building out
the personas of your ideal customer within each segment. Here are 9 great examples of personas
to get started.

Your buyer persona information will vary depending on whether you’re B2B or B2C and the
price of your product/service. Some demographic and additional information you may want to
include is:

Age range Income Job title Location Priorities

Goals Challenges Interests Social media platforms

Industry Pain points Products/features desired

Your goal in creating personas is to get inside the minds of your target customers and to see
things from their perspectives. When you understand what matters most to them, you can make a
digital marketing plan that speaks to their deep desires and big challenges.

4. Conduct a SWOT analysis

SWOT analysis (strengths, weaknesses, opportunities, and threats) is the counterpart to a

competitive landscape analysis. It offers a framework to analyze your business against other
forces in your market. Use this process to identify what’s working, spot potential organic growth
opportunities, and prepare for external threats.

Start by analyzing the strengths of your company. What are your primary advantages over your
competition? Which things do you do particularly well? What unique resources do you have at
your disposal?

Next, look at your weaknesses. What elements of your business aren’t working particularly well?
What things keep you from making sales? Where do you fall short of your competitors?

The third step is to look closely at the opportunities available to your company. Are there any
market trends you can take advantage of? Can you utilize new technology that your competitors
can’t? Is there an under-served segment in your audience?

Finally, identify any potential threats to your business. Could a competitor steal market share?
Are there any obstacles blocking business growth? Are there potential financial issues on the
horizon?

9 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
The data from your SWOT analysis will help you develop your digital marketing plan. Your plan
should cater to your strengths, mitigate your weaknesses, move toward opportunities, and
proactively avoid potential threats. All in the name of helping you to increase sales.

5. Calculate your digital marketing plan budget

The next step in creating the best digital marketing plan for your brand is to calculate your
budget. The budget will define how much you have available to spend on digital marketing
activities, as well as guide you toward specific channels, strategies, and tactics.

The amount you budget for digital marketing will vary based on a number of factors, including:

 Revenue
 Position within the industry
 Previous results
 Goals
 Location
 Profitability of a strategy, tactic, or campaign

6. Define your digital marketing channels

Before you develop a content strategy, you’ll need to define the primary digital marketing
channels you’ll be using. Your choice of channels needs to take into account your audience,
goals, and budget.

For example, say your goal is to drive 30% more targeted traffic to your website. One way to do
that is through PPC ads, which can give you an immediate boost. However, Google Adwords can
also be expensive.

To improve ROI, turn to more cost-effective channels, like SEO and content marketing. These
channels take longer to produce results but also deliver a far lower acquisition cost, giving you
more bang for your buck. Plus, SEO and content marketing results compound over time, setting
you up for longer-term sustainable success.

When defining your digital channels, consider where your audience spends most of their time. If
you’re in a B2B industry, you may want to focus on channels like LinkedIn or webinars. If your
audience is younger, you may want to consider influencer marketing on Instagram. Focus on
how you can deliver value to your audience within the channels they favor most.

And don’t assume your audience doesn’t care about great content. Some of the best content
marketing examples come from a broad range of companies with completely different customers.

7. Develop your digital marketing strategies and tactics

10 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
After defining your channels, you need to develop the digital marketing tactics and strategies
you’ll use within those channels.

For example, if you’re going to focus on search engine optimization, you need to determine the
keywords you’re going to target and how you’re going to target them. You may decide to create
a comprehensive content hub, online courses, SEO topic clusters, or a series of online tools. Or
you may decide to provide more detailed, superior how-to information, or to deliver insights on
upcoming trends, or to deliver content featuring celebrities.

If you’re focused on b2b lead generation, you may want to create case studies that showcase
your results. As you think through your digital marketing strategies and tactics, look for ways to
differentiate yourself from the competition. For instance:

 Dollar Shave Club caught people’s attention by being funny and irreverent in a
traditionally boring industry.
 Tableau offered a free online tool and garnered backlinks from more than 56,000
websites.
 LEGO created an online, interactive community with more than 300,000 in monthly
organic traffic

8. Create a marketing calendar

A marketing calendar allows you to map out exactly when you’ll implement your digital
marketing campaigns and initiatives. It also creates accountability, ensuring that you hit
deadlines and effectively execute the plan throughout the year. A calendar also helps ensure that
you are consistently reaching each of your various audience segments throughout the year.

Try to map out 12 months in advance, and break down your calendar into each month of the
year. This will provide you with an overall framework, along with sufficient time to prepare and
execute on each delivery. For example:

 In January you’ll release a training webinar. Before you can release it, you need to create
a slide deck, build a landing page, design social media graphics, etc.
 Throughout January and February, you’ll promote the training webinar across multiple
channels, including social media, email, video, and PR.
 In March, you’re going to start a blog that will be updated weekly. To make this happen,
you need to decide on topics, assign them to writers, coordinate with a designer, create a
blog calendar, organize videos to be embedded, etc.

Content Marketing
Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media. This approach

11 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s
time to buy what you sell.

Content marketing is the development and distribution of relevant, useful content—blogs,

newsletters, white papers, social media posts, emails, videos, and the like—to current and
potential customers. When it’s done right, this content conveys expertise and makes it clear that
a company values the people to whom it sells.

The consistent use of content marketing establishes and nurtures relationships with your
prospective and existing customers. When your audience thinks of your company as a partner
interested in their success and a valuable source of advice and guidance, they’re more likely to
choose you when it’s time to buy.

How content marketing works

Your business can use content marketing to attract leads, make a case for your product or service
when someone is researching what to buy, and close sales.

To use it effectively, you’ll need to deliver the right content at each stage of the sales cycle—
from awareness through consideration to purchase. If this sounds complicated, don’t worry:
Approaching content this way actually simplifies the process.

Here’s how companies use content marketing in each stage of the sales cycle to engage and sell.

Awareness stage

At the first stage of the sales process, your content should focus on the top concerns of your
audience. Writing about their pain points, challenges, and questions gives you the best chance of
engaging with them. Content at the awareness stage should be educational, how-to advice. Save
your selling for the consideration and closing phases.

Best content for this stage: articles, blog posts, e-books, videos, newsletters

Examples:

A restaurant writes a blog post about how to plan a menu for a graduation party in the spring.

A bike touring company creates a short video on the topic “3 Ways to Choose the Right Bike
Trip.”

An architecture firm creates an e-book called “Questions to Ask Before Hiring an Architect.”

Consideration stage

In the consideration stage, content should offer a hybrid of helpful information and marketing. It
should educate the reader about what features or functions to look for and how various features

12 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
address their needs. Of course, your content should have a bent toward what your business
offers.

Best content for this stage: case studies, how-to articles, how-to videos, checklists/worksheets

Examples:

A cloud-based phone system company creates a checklist entitled “8 Ways to Improve Your
Phone Customer Service” that details the features and functions that make great customer service
possible.

A landscaping company creates case studies about “The Biggest Mistakes Most People Make
When They Hire a Landscaper.”

A catering company features case studies of successful events with a focus on the benefits they
offer, such as “How to Accommodate Food Allergies at Your Next Event,” or “How to Ensure
Your Caterer Uses Sustainable Practices.”

Closing stage

Content marketing plays an important role when a prospect is close to buying. At this stage, you
can focus on sales, as long as you continue to drive home why you’re the best choice rather than
just how great your services or products are.

Your central message here should be your expertise, knowledge, and the differentiating benefits
of what you sell.

Best content for this stage: case studies, user-generated content, buyer’s guide, product video,
research report

UNIT – II

Search Engine optimization

Search engine optimization (SEO) is the art and science of getting pages to rank higher in search
engines such as Google. Because search is one of the main ways in which people discover
content online, ranking higher in search engines can lead to an increase in traffic to a website.

In Google and other search engines, the results page often features paid ads at the top of the
page, followed by the regular results or what search marketers call the "organic search results".
Traffic that comes via SEO is often referred to as "organic search traffic" to differentiate it from
traffic that comes through paid search. Paid search is often referred to as search engine marketing
(SEM) or pay-per-click (PPC).

13 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
How SEO works

Search engines such as Google use an algorithm or set of rules to determine what pages to show
for any given query. These algorithms have evolved to be extremely complex, and take into
account hundreds or even thousands of different ranking factors to determine the rankings of
their SERPs. However, there are three core metrics that search engines evaluate to determine the
quality of a site and how it should rank:

Links - Links from other websites play a key role in determining the ranking of a site in Google
and other search engines. The reason being, a link can be seen as a vote of quality from other
websites, since website owners are unlikely to link to other sites that are of poor quality. Sites
that acquire links from many other sites gain authority (called "PageRank" in Google) in the eyes
of search engines, especially if the sites that are linking to them are themselves authoritative.

Content - In addition to looking at links, search engines also analyze the content of a webpage to
determine if it would be relevant for any given search query. A large part of SEO is in creating
content that is targeted towards the keywords that search engines' users are searching for.

Page structure - The third core component of SEO is page structure. Because webpages are
written in HTML, how the HTML code is structured can impact a search engine’s ability to
evaluate a page. Including relevant keywords in the title, URL, and headers of the page and
making sure that a site is crawlable are actions that site owners can take to improve the SEO of
their site.

The search engine optimization process involves optimizing each of these core components of
search engine algorithms in order to rank higher in the search results.

Search engine optimization techniques

Understanding how search engines work is only the first step of the process in improving a site's
search rankings. Actually improving a site's rank involves leveraging various SEO techniques to
optimize the site for search:

Keyword research - Keyword research is often the starting point for SEO and involves looking at
what keywords a site is already ranking for, what keywords competitors rank for, and what other
keywords potential customers are searching for. Identifying the terms that searchers use in
Google search and other search engines provide direction on what existing content can be
optimized and what new content can be created.

Content marketing - Once potential keywords are identified, content marketing comes into play.
This can be updating existing content or creating brand new pieces of content. Because Google
and other search engines place a premium on high-quality content, it's important to research what
content is already out there and create a compelling piece of content that provides a positive user

14 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
experience and has a chance of ranking higher in the search engine results. Good content also has
a greater chance of being shared on social media and attracting links.

Link building - Because links from external websites (called "backlinks" in SEO parlance) are
one of the core ranking factors in Google and other major search engines, obtaining high-quality
backlinks is one of the main levers that SEO has. This can involve promoting good content,
reaching out to other websites and building relationships with webmasters, submitting websites
to relevant web directories, and getting press to attract links from other websites.

On-page optimization - In addition to off-page factors such as links, improving the actual
structure of the page can have tremendous benefits for SEO, and is a factor that is entirely in the
control of the webmaster. Common on-page optimization techniques include optimizing the URL
of the page to incorporate keywords, updating the title tag of the page to use relevant search
terms, and using the alt attribute to describe images. Updating a page's meta tags (such as the
meta description tag) can also be beneficial-- these tags don't have a direct impact on search
rankings, but can increase click-through rate from the SERPs.

Site architecture optimization - External links are not the only thing that matters for SEO,
internal links (the links within one's own website) play a large role in SEO as well. Thus a search
engine optimizer can improve a site's SEO by making sure key pages are being linked to and that
relevant anchor text is being used in those links to help improve a page's relevance for specific
terms. Creating an XML sitemap can also be a good way for larger pages to help search engines
discover and crawl all of the site's pages.

Semantic markup - Another SEO strategy that SEO experts utilize is optimizing a website's
semantic markup. Semantic markup (such as Schema.org) is used to describe the meaning behind
the content on a page, such as helping to identify who the author of a piece of content is or the
topic and type of content on a page. Using semantic markup can help with getting rich snippets
displayed in the search results page, such as extra text, review stars and even images. Rich
snippets in the SERPs doesn't have an impact on search rankings, but can improve CTR from
search, resulting in an increase in organic traffic.

Keyword Strategy

A keyword strategy contains every decision you take based upon your findings in your keyword
research project, whether it’s about the content you’re planning to write or how you are going to
track the results in Analytics. Keyword strategy is about how you want to target those keywords,
now and in the future.

A keyword strategy forms when looking at yourself and your environment

You need to have plenty of insights if you want to make informed decisions about your keyword
strategy. Start by thoroughly investigating yourself, your product and your competitors.

15 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Looking at yourself

A good keyword strategy starts with looking at yourself and your business. What are you doing
and why? What are your goals? What’s your uniqueness in this world? What is the message you
want to send? How’s your branding? Why would anyone want to visit your site? Better insights
lead to a better understanding of what you want to achieve as to not waste resources. There’s no
use focusing on the wrong things.

Looking at search intent

After you’ve fleshed out your uniqueness, it’s time to look at how. Search intent is the why
behind the search that should lead to your site. Do you know your audience? Are people only
looking for information or are they willing to buy stuff as well? Are there ways for you to target
specific intents with focused content to influence this?

Looking at words

Words are at the center of everything. By doing keyword research, you should get great insights
into the words people use to find what they are looking for. Now, you need to produce user-
oriented content that fits their intent and goals perfectly.

Looking at competition

While writing up your keyword strategy you need to take a good look at your competitors. What
are they doing? How well are they ranking for terms you’d like to attack? What kind of content
do they have? Are there ways for you to improve on that? Have you thought about looking at the
long tail?

Looking at the search engines itself

Of course, while looking at your competitors, you’ll often use search engines to see how they are
doing. Doing these types of searches can give you great insights into the strategy of your
competitors. It also gives you a very good feel of what happens when you type in your main
focus keyphrase. What’s the on-screen real estate like? Are there featured snippets you could
target? Are there other types of rich results? Is there a local pack?

Looking at data

Of course, analyzing data plays a big role in the success of your keyword strategy. Both before
and after, Google Analytics provides invaluable insights into the performance of your site. Even
Google Search Console can give a lot of stuff to think about and opportunities to pursue!

SEO Strategy
#1 Website Optimization

16 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Let’s start off with what you already have: your website. Strategizing for SEO use means
optimizing your site to support the SEO keywords and research that you have acquired. That
might mean some slight tweaks to the organization, but it also may mean a complete overhaul of
your website to ensure that it’s making the best of what you’ve got. One of the best methods for
doing so is with pillar pages.

These are long-form web pages that include super-informed and relevant information, as well as
keyword-rich writing that readers will link to from their own searches. These cover broad topics
in-depth and are often quite lengthy. It also allows the room for more hyper-specific blog posts
about related areas, all of which can link back to the pillar page. Creating this kind of web or nest
on your own site optimizes the use of your SEO keywords; rather than posting occasional blogs
with keywords stuffed into the body, this establishes a more holistic approach.

#2 Regular Content Posting

SEO traffic is also influenced by the consistency in which you post your blogs. We often hear
from clients “How often should I post a blog on my website?” The truth is that while there is no
magic number or exact target for these post counts, it’s a good idea to aim for 1 to 4 posts per
week. Statistics show that businesses who post 16 or more posts per month get 3.5 times higher
traffic than those who publish zero to four. Not only will this keep your SEO content fresh, but it
also can attract a greater readership and audience; if folks know your site regularly publishes
relevant content, the chance of someone bookmarking your site and returning to it for updates is
far higher.

In order to accomplish regular content posting, though, it’s important to establish an editorial
calendar. An editorial calendar includes blog titles, blog descriptions, social media posts, and the
dates for all relevant content to be released and promoted. Rather than just posting blogs as
they’re completed, this allows you and your team to prioritize and organize your content. This is
just another facet of creating an effective SEO strategy.

#3 Link Building

The third most important SEO strategy is what’s known as link building. After publishing
written pieces, a common practice is contacting those publishing similar content and asking for
them to link to your pages. This can be done in a variety of ways, either by having an in-house
team crawl the web for relevant content, finding contact information, and then sending proposals,
or by hiring an outside digital marketing team to do the work for you. Though these practices can
be time-consuming or expensive, having your site linked to by other pages boosts your search
ranking and generally increases traffic, not to mention your sense of authority on a given subject.

However, there is a slight wrinkle when it comes to the practice of link building. Following the
latest Google SEO algorithm updates, too much focus on link building seems to be causing some
websites to get dinged—a testament to the ever-shifting nature of SEO. That being said, another

17 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
more long-term tactic for organic link building is to simply write great content. When you’re
taking the time to develop compelling writing, it’s more likely that other sites will see your work
and be compelled to link without you having to ask.

SEO Success Factors

1. A Secure and Accessible Website
Unsurprisingly, the first of our SEO ranking factors has to do with having the right kind of
URL. Specifically, that’s a URL that Google’s bots can easily reach and crawl.
In other words, Google has to be able to visit the URL and look at the page content to
understand what that page is about. To help the bots out, you’ll need:
A website created with a well-coded website builder
A robots.txt file that tells Google where it can and can’t look for your site information
A sitemap that lists all your pages
2. Page Speed (Including Mobile Page Speed)
Page speed has been cited as one of the leading SEO ranking factors for years. Google
wants to improve users’ experience of the web, and fast-loading web pages will do that.
Google announced a search engine algorithm update focused on mobile page speed that
started to affect sites from July 2018. If your site doesn’t load fast on mobile devices, then
it could be penalized.

3. Mobile Friendliness
Google’s mobile-first index is now a reality, which means it’s drawing its results from
mobile-optimized sites first, rather than sites geared to desktop computers. If your site isn’t
mobile-optimized, you risk getting needlessly under-ranked.

Many of the SEO ranking factors we’ll look at in this article will help you lay the
foundation for a good search engine ranking, but you also have to look after user
experience when people land on your site.

Things to look at include whether you:

 Have a responsive site that automatically resizes to fit the device

18 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
  Use large fonts for easy readability on a small screen
 Include accessible menus, so your site is easy to navigate
 Ensure that essential content isn’t hidden by ads
Get more tips on mobile-friendly design to improve Google search ranking in our guide to
improving your mobile conversion rate.
4. Domain Age, URL, and Authority
Did you know that nearly 60% of the sites that have a top ten Google search ranking are
three years old or more? Data from an Ahrefs study of two million pages suggests that
very few sites less than a year old achieve that ranking.
So if you’ve had your site for a while and have optimized it using the tips in this article,
that’s already an advantage.
5. Optimized Content
We’ve talked a lot about content in this guide to Google SEO ranking factors. That’s
because it’s one of the most important search ranking factors (right up there with user
experience, links, and RankBrain, which we’ll get to in a while).

Now let’s dig down and see what optimizing content for SEO really means.

As we said in our keyword research guide, Google’s search algorithm relies on keywords.
These are the words and phrases searchers use when they’re looking for information.
They’re also the words and phrases that describe the topics your site is about.

Ideally, those will match up. That’s why it’s so important to use keywords in your content.

One negative SEO ranking factor to be aware of is duplicate content. For SEO, fresh,
original content is always best. And if you do have content that’s similar, tell Google
which one should be ranked as most authoritative by using canonical URLs.

But one of the biggest questions we get at Optin Monster is about how to use LSI
keywords to optimize content. So let’s start there.

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6. Technical SEO
We said earlier that getting the code right is one aspect of optimizing content for better
search engine rankings. This can be intimidating, especially if you’re more of a wordsmith
and less of a “techie.”
Here are some of the aspects you can control even if you’re not a coder:
 Add keyword phrases in page titles, which is where Google first looks to determine
which content is relevant to which search
 Use header tags to show content hierarchy starting with your title at h1 and then
use h2 or h3 for subheads
 Create a meta description that both entices readers and includes your keyword
phrase
 Keep those meta descriptions short and catchy at around 160 characters
 Use keyword phrases in image alt tags to show how those images are relevant to
the main content
 Include alt tags also help people who are visually impaired enjoy your site with
screenreaders
 Use schema markup to tell Google what kind of content you’re producing
7. User Experience (RankBrain)
For a while now, Google’s been using artificial intelligence to better rank web pages. It
calls that signal RankBrain. This includes other signals that affect your search engine
ranking. These include:

 Click-through rate: the percentage of people who click to visit your site after an
entry comes up in search results
 Bounce rate (especially pogo-sticking): the number of people who click on your
page and quickly go back to the search results
 Dwell time: how long visitors stay on your site after they’ve arrived
8. Links
9. Social Signals
10. Real Business Information

20 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Search Engine Optimization (SEO):
Understanding SEO:
Search engine optimization (SEO) refers to techniques that help your website rank
higher in organic (or “natural”) search results, thus making your website more
visible to people who are looking for your product or service via search engines.
➢ SEO is part of the broader topic of Search Engine Marketing (SEM), a term used
to describe all marketing strategies for search. SEM entails both organic and paid
search. With paid search, you can pay to list your website on a search engine so that
your website shows up when someone types in a specific keyword or phrase.
➢ Organic and paid listings both appear on the search engine, but they are displayed
in different locations on the page. So, why is it important for your business‟ website
to be listed on search engines? On Google alone, there are over 694,000 searches
conducted every second. Every second that your website is not indexed on Google,
you are potentially missing out on hundreds, if not thousands of opportunities for
someone to visit your website, read your content, and potentially buy your product
or service.
➢ Practicing SEO basics, as well as more advanced techniques after those, can
drastically improve your website's ability to rank in the search engines and get found
by your potential customers. Then about paid search, you can pay to have your
website listed on the search engines. However, running paid search campaigns can
be quite costly if you don't know what you're doing. Not to mention, about 88% of
search engine users never click on paid search ads anyway.
➢ Because the sole purpose of a search engine is to provide you with relevant and
useful information, it is in everyone's best interest (for the search engine, the
searcher, and you) to ensure that your website is listed in the organic search listings.
In fact, it is
probably best to stay away from paid search all together until you feel you have a
firm grasp on SEO and what it takes to rank organically.
How does a Search Engine Work?
Search engines perform several activities in order to deliver search results.
➢ Crawling - Process of fetching all the web pages linked to a website. This task is
performed by a software called a crawler or a spider (or Googlebot, in case of
Google).
➢ Indexing - Process of creating index for all the fetched web pages and keeping
them into a giant database from where it can later be retrieved. Essentially, the
process of indexing is identifying the words and expressions that best describe the
page and assigning the page to particular keywords.
➢ Processing - When a search request comes, the search engine processes it, i.e., it
compares the search string in the search request with the indexed pages in the
database.

21 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 ➢ Calculating Relevancy - It is likely that more than one page contains the search
string, so the search engine starts calculating the relevancy of each of the pages in its
index to the search string.
➢ Retrieving Results - The last step in search engine activities is retrieving the best
matched results. Basically, it is nothing
more than simply displaying them in the browser.
Search engines such as Google and Yahoo! often update their relevancy algorithm
dozens of times per month. When you see changes in your rankings, it is due to an
algorithmic shift or something else beyond your control.
Although the basic principle of operation of all search engines is the same, the minor
differences between their relevancy algorithms lead to major changes in the
relevancy of results.
What is Search Engine Rank?
When you search any keyword using a search engine, it displays thousands of
results found in its database. A page ranking is measured by the position of web
pages displayed in the search engine results.
If a search engine is putting your web page on the first position, then your web page
rank will be number 1 and it will be assumed as the page with the highest rank. SEO
is the process of designing and developing a website to attain a high rank in search
engine results.

Search Engine Optimization Process & Goals:

Search Engine Optimization Process:
Before beginning a search engine optimization (SEO) project, it is important to
understand the process involved in an effective SEO campaign. To that end, we break
the process down into the six steps shown below and describe the activities involved in
each of these steps.

22 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
1. Research

Research Keyword Research

Keyword phrase research involves identifying a group of keyword phrases that will be
used in optimization. This step is critical and requires a considerable amount of time to
find a good set of phrases that offer a balanced combination of two important factors:
high usage by searchers and relatively low competition within the search engines.
Determining the most used phrase that contains your targeted keyword(s) is relatively
easy. Online tools allow you to enter a particular keyword or words and will return all the
ways in which that word(s) was used by searchers in the last month and in what volume. A
more effective approach is to find a set of phrases that are heavily used by searchers but
somewhat less competitive in terms of the total number of search results.
Competitive Research
Once armed with the target keyword phrases, we do a thorough competitive analysis of
the subject site against its 7 – 10 biggest competitors (using both offline and online
competitors). We use a series of SEO metrics, including indexed content, Alexa rating,
inbound links, domain age, and social media following among others. Through this
process, we are able to gauge the client site’s starting position against its competition and
identify areas requiring priority in the subsequent work.
For example, if we see that relative to the competition, the client’s site has 50% less
indexed content, then content building would be a priority in the goal setting that happens
in the next phase.
1. Reporting & Goal Setting
After establishing your targeted keyword phrases and starting position relative to the
site’s competitive set, it is important to understand what the subject site’s starting position
is within the search engines. Doing so ensures that you know the specific areas that need
work and provides a baseline against which to gauge the subsequent campaign’s success.
Access to site traffic information is very important. These statistics show how
searchers are finding and interacting with the subject site, e.g., which search engines,
what keyword phrases are being used, bounce rates, most popular content, etc.
Understanding the site’s traffic level and the source of its referrals can also be a
critical tool in making other online marketing decisions.
After developing a complete picture of the site’s starting position, goals are set for the
SEO plan. These goals are measurable (one big advantage of SEO over other advertising
options) and tied to the specific business objectives of the site. In the ongoing progress of
reporting and follow up, progress towards the plan’s goals are analyzed and reported.
Adjustments to the SEO plan can be made according to the findings of these progress
reports.

2. Content Building
Content is king in search engine optimization. The search engines love text; high
volume, high-quality content related to your business will serve you in a couple of
important ways.
First, a site loaded with high-quality content of interest to site users will give them a

23 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 reason to stay and a reason to come back. After all, the reason they came to your site
was to find information. Second, you will receive the added benefit of serving up
exactly what the search engines want – content. Search engines will have more
information to store about your business and products; that information will translate
directly into the ranking they give your site for related keyword phrases. For more
information on content development and specific ideas about ways to expand your
site’s content, read our, Content is Still King.
We often find in the Competitive Research phase that the client’s site is falling behind
its competitors in the amount of indexed content. In those cases, this phase of the
process takes on additional importance.

3. Page Optimization
Following the addition of new, high quality content, we tackle on-page optimization.
o Page Titles
o Text-Based Navigation
o Prominence of Targeted Keyword Phrases
o Site Map
o ALT and META data
o Clean up the Code

Social & Link Building

Social Media - In marketing, you fish where the fish are. And, the fish are using social
media in increasing numbers. The power of online sharing through social media
provides tremendous opportunities for companies willing to commit the time to using it.
During this phase of the process, we help clients establish a social media presence and
consult with the client on how best to use those social media profiles to share site
content and connect with customers and potential customers.

Building In-Bound Links - Each new, quality link to your site increases the likelihood of
both the search engines’ spiders running across your site as well as searchers looking for
services or products like yours. Google views links to your site (as long as they are links
from high quality sites) as votes for your site and rewards the site accordingly. You can
check your link popularity with a variety of free online tools. In addition, Google’s
Webmaster Tools provides information regarding the inbound links to your site. We
consult with our clients on ways to build their online reach and influence with new, high-
quality inbound links. optimization levels, giving measurable results to the SEO campaign.
The specific metrics used in an SEO plan will depend on the goals of that site.

Search Engine Optimization Goals:

The ultimate goal of SEO is to increase the site’s usability so that you can bring the
right people in from the search engines. The purpose of your site should be clearly
defined so that you can make sure your site achieves that purpose.
➢ When search engine visitors see that your site meets their expectations after they

24 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 find you on a web search, this means your usability is solid. If visitors are
disappointed, the site has missed its mark.
➢ The goal is to follow the best strategies possible for ranking in the search engines,
and to do this you need to understand how they want things done. When the search
engine crawls your site, the bots look for certain pieces of information. If the bots deem
that the information is up to par, you’ll be rewarded with better rankings. To insure that
you understand what they’re looking for, it helps to become familiar with their terms and
conditions and Webmaster guidelines.
➢ Because of this constraint, the battle to get to the top of Google, Yahoo! Bing and the
like has become quite a challenge. You need all the help that you can get! Proper SEO
that use white hat techniques, or those that fall in line with what the search engines
determine are their “best practices” will be a big step in the right direction.

SEO Strategies
➢ All search engine optimization spawns from diligent keyword research. This involves
finding out just how people are coming to your website – what terms they use, what
questions they ask, etc. If you know how people are looking for sites like yours, all you
have to do is provide them with the answers they seek. This is all about appealing to your
audience. You need to think of popular and related keywords that suit your sites content,
then you can incorporate them into the content and the marketing techniques that you
employ.
➢Another part of SEO is link building, and it’s always changing. Link building is where you
have a link to your site appear on
other sites. Instead, your focus should be on building content and let the linking occur naturally.
➢ Tactics (etthugada in telugu) that worked in the past, such as posted links on
articles you write on other sites, are now considered spammy and if there are too
many of these, your site can get a penalty.
➢To fully understand SEO, you should consider getting some sort of consultant to guide you
along. There are so many different marketing techniques out there, making it hard to find just
the right one for you. You can use someone else’s experience to narrow
down your options and pinpoint the perfect strategy to help you reach your audience.
On-Page Optimization and Techniques:
On-Page SEO refers to how well your website’s content is presented to search
engines. On page optimization involves ensuring whether a particular webpage is
structured in a manner so that it

Keyword
Each piece of content should be created keeping the focus primarily on a single
keyword or a key phrase. This word or phrase should at least be mentioned for a

25 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 specific number of times in the whole content and this process is known as keyword
density. Each content copy is supposed to maintain a keyword density of 3-5% as par
industry standard. Keep a mix of primary and secondary keywords and key phrases in
your content but optimize your content around only those keywords and phrases on
which you desire to achieve top organic search rankings.

Quality over quantity

You don’t essentially need longer articles for better search engine rankings. Web pages
with more content intensity and depth have started performing better on search engine
ranking since the 2011 Google algorithm update.

2. Title Tags
Arguably title tag is the most important element among the “big three”, the other two
being page copy and inbound links. Title tag contains the words which appear in the
clickable link of the search engine result. Google has limited the page titles up to 70
are too long. To optimize the title tags primary keywords and secondary keywords
should be mentioned in the same order and the branded keywords at the end, this is a
rule to follow except for the home page.

3. Meta Data
Meta data is a well-written description summarizing the content of a particular
webpage. It used to be one of the most important factors affecting search engine
optimization in pre-Panda era. Meta data completely lost its importance in influencing
Search Engine rankings from September 2009 after Google’s declaration. It was
majorly devalued because of a wide practice of spam techniques. Google crawlers
though look at the Meta keywords to get an idea about the topicality of the page
content. Meta descriptions have to be created within a limit of 155- 160 characters
which essentially should not include anything but alphanumeric characters. It can’t
influence search engine rankings but do help in getting a high click through rate.
Meta description works more as an ad copy for the organic search results which
influences the readers to click on a particular link. It can also intelligently
accommodate the primary keywords within it, Google especially highlights them if
searched key phrase contains the exact key words.

4. Heading Tags

These are the tags which define the content of your page section wise, just like
traditional headings and subheadings. There should be one <h1> tag every page, which
should include the most relevant key phrase or key word. This tag can be created up till
<h6>, though general practice is to use this till <h3>.
Apart from the primary keyword mentioned in the <h1>, you can include the other
important keyphrases in <h2> and <h3> tags to define the other sections of the content.
The <h1> tag should be optimized well as search engines still give this some value.

26 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
5. Interlinking
Strategically, linking one of your website pages to other similar pages on your website
provides context to the search engine and to the readers as well. Some best practices
are:
1. Include links in the main content of each page.
2. Paragraph links carry the most weight.
3. Use keyword-rich anchor text in links.
4. Avoid using non-descriptive anchor text (for example, read more, click here, etc).
5. Link to relevant, deep pages.
6. Use breadcrumb navigation on every page
7. Monitor your inbound links through Google Webmaster Tools.
8. Avoid multiple links to the same page from a single page.
9. Less links= More authority per link.
The most common practice of showing “related links” or “tags” at the end of a page or
in a sidebar is done to thematically relate one page to another.
Off-Page Optimization and Techniques:
Off-Page SEO refers to your website’s overall “authority” on the web determined by
what other websites say about your site. Off-page optimization is a long-term process
and takes the time to improve. Simply put, off page is all about your online reputation.
Off page optimization includes acquiring backlinks to your page from the authority
sites in your niche. Backlinks are the currency of any off-page strategy. And, unlike
on-page optimization, off-page optimization efforts are not apparently visible on the
webpage itself; it does the background work for a better search result. But, after the
recent Google Panda and Penguin updates, off-page optimization scenario has
drastically changed. Many effective old school practices became obsolete and
negatively affected many big websites with high
page ranks.Off page optimization effort can be grossly divided into five parts:

1. Acquiring Backlinks
2. Leveraging social interaction with your site
3. Promote your content via social channels
4. Add social book markings
5. Guest Blogging

1. Acquiring Backlinks
Acquiring backlinks to your pages from higher authority sites is now more important
than ever. Search engines treat link popularity as one of the key factors for a better
search engine ranking. Though, link popularity is not the top ranking factor anymore,
as it can easily be manipulated. Nowadays, search engines focus more on the quality of
your content and the level of engagement on the site, over the number of links pointing
towards your site. So, the success factor is not building a long list of inbound links but
building a trail of quality links for your site. Creating quality content that informs and
educates your target audience is more important than ever.
TIP: Getting a number of links from multiple domains relevant in your industry are the
key. Buying backlinks from non- related domains won’t earn you goodwill in search

27 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
engine results and can even penalize you.
2. Leveraging social interaction with your site

“vote” via Google +1 for your content, your site’s social footprints has a direct relation
with your rankings. SEO has now evolved into social.

3. Promote your content via social channels

Make sure to promote your content through multiple social media channels to obtain
some social media traction. You can use multiple platforms to engage your audience,
keeping the focus on the ones creating maximum buzz for you. There are various
platforms at your exposure:

Facebook
Facebook is the social platform with the maximum number of active users at this
moment. You can share your content there but don’t use a promotional tone, rather
keep it light as people come to Facebook mostly with an intention of socializing in a
casual mood. Especially interesting and light topics with pictures get more attention in
the form of Likes and Share on Facebook.
Twitter and LinkedIn
You can distribute your content on both these platforms. You can share your content in
the form of an article, video, image or even in the form of a simple update. You can
join relevant LinkedIn groups and share you articles there too. If you have content of
great quality you’ll surely be able to create buzz around it.

Google+
It has become very important to share any content you create on Google+, as it is from
the search engine provider itself. Recently, there is a lot of noise that Google+ has a
indirect correlation with your website’s ranking in the search engine. Google also have
introduced a new feature called Google Authorship. It shows the picture and name of
an author with his articles in Google search results. This has come across as a major
factor to counter the duplicate content by giving weightage to the authors and the
content they have created.

Pinterest
Pinterest is the latest social media sensation. The image sharing website allows you to
share pictures from your post to appeal to your target audience. If you have an e-
commerce site, Pinterest can help you drive your sales.

Quora
This is a question & answer platform where a lot of people come searching for the
solution to different problems and queries. You can post your content or your opinion
in any of the relevant discussion thread and readers can up vote or down vote it. This is
in fact the future of commenting. The platform can help you establish yourself as a
subject matter expert in your field.

28 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Video Sharing
You can create informational videos on topics like make-up tips or different marketing
strategies to share them on free video hosting sites like Vimeo, YouTube etc.
generating billions of unique viewers every month.

4. Add social book markings

Social bookmarking is one of those old yet useful off-page SEO techniques being used
from the pre-Panda and Penguin age. There are many sites like Tumbler, Stumbleupon,
Reddit, Delicious, Digg being the most prominent ones, where people come in
searching for different content topics. You can add a social bookmarking panel to your
website and share all the content you produce.

5. Guest Blogging
Another way of acquiring strong back links in post Panda era is guest blogging. You
have to create relevant and high quality content and submit to the blogs with higher
page ranks. If your article contains real good stuffs it will get published and to do that
you have to observe the content types and categories your target blogs are covering,
it’s even great if there are some common or related categories both of you cater to.
For a long term and successful search engine optimization strategy, you need to work
on your site structure as well as on building your online reputation by getting backlinks
and creating the community around your content. And, ultimately, it boils down to
creating interesting and informative content people would like to read and share.
Content is still the King.

Search Engine Result Process (SERP):

A Search Engine Results Page, or SERP, is the web page that appears in a browser
window when a keyword query is put into a search field on a search engine page.
➢ The list of results generally includes a list of links to pages that are ranked from
the most popular to the least popular from the number of hits for the particular
keyword.
➢ The list will include not only the links, but also a short description of each page,
and of course, the titles of the webpage. The term “search engine results page” may
refer to a single page of links returned by a query or the entire set of links returned.
➢ Many search engine results pages have different types of listings. These types of

SERPs are found most commonly in larger search engines, such as Google.com and
Yahoo!. They include results such as:
 Contextual
 Algorithmic
 Sponsored listings
 Images
 Maps
 Organic search listings

29 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
  Major search engines can also offer specific search engine results pages that
pertain to specific the specific types of listings. Search engine results pages can
also be the results page for an image search, a map search, a news search, a blog
search, or many of the other options major search engines offer.

The main elements of SERP are:

1. Direct search results, consisting of links to sites. This is the natural issuance of search
engines, where sites are struggling for the highest positions. The search results page
contains, by default, 10 links, but the number can be changed in the search settings;
2. Blocks with contextual advertising;
3. Small fields before search results. They can contain typing errors, a quick response to a user
request, a calculator, and so on;
4. Pictures are issued in response to a particular search query;
5. Related queries – the search query is refined. The user is offered word forms or similar
requests;
6. Elements of management – this includes links to go to the site, prompts when entering a user
request.
A search engine results page (SERP) is the list of results that a search engine returns in
response to a specific word or phrase query. Each listing includes the linked Web page
title, the linked page URL (Uniform Resource Locator), a brief description of the page
content and, in some cases, links to points of interest within the website.
There are three main types of results on a SERP:
1. Pages that the search engine spider has crawled and indexed;
2. pages that have been manually added to the search engine’s directory;
3. and pages that appear as a result of paid inclusion.
The highest-ranking hits generally link to the most useful information; links grow less relevant
as they move farther down the list.

Search Engine Results Pages: What They Are and How They Work
Search engine results pages are web pages served to users when they search for
something online using a search engine, such as Google. The user enters their search
query (often using specific terms and phrases known as keywords), upon which the
search engine presents them with a SERP.
Every SERP is unique, even for search queries performed on the same search engine
using the same keywords or search queries. This is because virtually all search engines
customize the experience for their users by presenting results based on a wide range of
factors beyond their search terms, such as the user’s physical location, browsing history,
and social settings. Two SERPs may appear identical, and contain many of the same
results, but will often feature subtle differences.
The appearance of search engine results pages is constantly in flux due to experiments

30 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 conducted by Google, Bing, and other search engine providers to offer their users a
more intuitive, responsive experience. This, combined with emerging and rapidly
developing technologies in the search space, mean that the SERPs of today differ
greatly in appearance from their older predecessors.

SERPs typically contain two types of content – “organic” results and paid results.
1. ‘Organic’ Results
Organic results are listings of web pages that appear as a result of the search
engine’s algorithm. Search engine optimization professionals, commonly known as
SEOs, specialize in optimizing web content and websites to rank more highly in
organic search results.
In the following figure, the highlighted results are all organic results:

Organic results on the SERP

The box on the right side of this SERP is known as the Knowledge Graph (also
sometimes called the Knowledge Box). This is a feature that Google introduced in 2012
that pulls data to commonly asked questions from sources across the web to provide
concise answers to questions in one central location on the SERP. In this case, you can
see a wide range of information about “RajaDevops”, such as the date and place of his
birth, his height, the date on which he was assassinated, his political affiliation, and the
names of his children – many of which facts have their own links to the relevant pages.
Some SERPs will feature significantly more organic results than others, such as the

31 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 example above. This is due to the differing intent of various searches. There are three
primary types of Internet search: Informational, Navigational and Transactional.
▪ Informational searches are those in which the user hopes to find information on a given
topic, such as “RajaDevops”.
▪ Navigational queries are those in which the user hopes to locate a specific website
through their search. This may be the case for individuals searching for a specific
website, trying to locate a website whose URL they can no longer remember, or
another type of navigational objective.
▪ Transactional searches have high commercial intent, and search queries leading to
transactional SERPs may include keywords such as “buy” and other terms that suggest a
strong desire to make a purchase.
2. Paid Results
In contrast to organic results, paid results are those that have been paid to be displayed
by an advertiser. In the past, paid results were almost exclusively limited to small, text-
based ads that were typically displayed above and to the right of the organic results.
Today, however, paid results can take a wide range of forms, and there are dozens of
advertising formats that cater to the needs of advertisers.

Some paid results on your SERP:

In the example above (a SERP for the search query “ Mobiles”), all of the results on the SERP –
with the exception of the map and business listing beneath it – are paid results. The three large
text-based ads at the top of the SERP are typical PPC ads.

Of those three ads, the lower two (for Craftsman.com and Husqvarna.com) both feature ad
extensions allowing prospective customers to navigate to specific pages on their websites
directly from the ads.

The image-based ads on the right of the page are Shopping ads, a feature offered on the Google
AdWords platform that allows ecommerce retailers’ product information to be displayed

32 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
alongside other results on the SERP. Shopping ads can contain a wide range of information, such
as product availability, user reviews, special offers, and more.

There are two additional PPC ads directly beneath the Shopping ads that also feature the user
review ad extensions, indicated by the star ratings directly beneath the destination URL.

The map and business listing are the only results on this SERP that are not explicitly paid results.
This map is shown based on a user’s location, and feature listings for local businesses that have
set up their free Google My Business listing.

Ranking Signals and Search Algorithms

For example, the search algorithm used by Google features hundreds of ranking factors, and
while nobody outside of Google knows precisely what they are, some are thought to be more
important than others. In the past, the link profile of a site – the number of external links that link
to a specific website or web page from other websites – was an important ranking signal. It still
is to some extent (which is why Wikipedia ranks so prominently in organic results for so many
queries), though search advances at such a rapid pace that ranking signals that were once crucial
to the search algorithm may be less important today, a source of constant frustration to SEOs.

Search Engine Ad:

Search engine advertising (SEA) is a branch of online marketing and, together with SEO, a
discipline of search engine marketing. In SEA, advertisements in the form of a text or images are
posted on search engines such as Google or Bing. The advertisements then appear prominently in
the SERP (Search Engine Results Pages). The posting of advertisements within the framework of
SEA belongs to the main source of income for search engine providers.

SEM vs. SEA vs. SEO

The terms SEO, SEA, and SEM are mainly used less selectively. The following description will
try to compare and contrast these marketing terminologies.

SEM

• Search engine marketing, abbreviated: SEM

• Combination of SEA and SEO, branch of online marketing

SEA

• Search engine advertising, abbreviated: SEA

• Posting of ads in the form of a text or images on search results pages or other websites

• Ad booking in the SERPs based on bids on keywords for which the ads are placed

33 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
• Good ranking can be achieved through optimization of text ads and offers

• Clear control of advertisement measures with calculable success

• Means to increase traffic or improve the brand

• Can be part of a temporary marketing campaign

• Many possibilities for targeting or retargeting

• It can be part of remarketing

• Acknowledged as advertising

SEO

• Search engine optimization, abbreviated: SEO

• Includes measures to optimize websites for crawling and indexing by search engines using
on-page and off-page optimization.

• Good rankings can be achieved through optimization of the website onpage and off-page
factors

• No decisive guarantee that optimization measures will lead to better positions for certain
keywords

• Branding is more of a secondary part of an SEO strategy

• SEO is often long-term

• Targeting can only be done through tests, evaluations, and estimations that lead to the
adaptation of the content or seeding

• Rather “invisible” for the user

Objectives of SEA:

Search engine advertising is usually a part of a marketing or branding strategy. One of the
primary objectives of SEA is to increase the click-through rate since the number of clicks on a
website can quickly be increased through the posting of advertisement space. In addition, the
Conversion Rate is particularly important for the SEA, as it ultimately determines how high the
advertising costs are, and thus the ROAS.

At the same time, search engine advertising can also be used to generate advertising pressure
through page impressions from display campaigns. For the most part, advertisements are used by

34 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
customers in the e-commerce industry since SEA is aimed at persuading the user to buy. Thus,
one of the main objectives is to increase conversions in the form of sales.

However, newsletter subscriptions, downloads, or reviews, and leads, can be manipulated

through search engine optimization. The scope of the SEA measures is thereby always dependent
on the amount of invested advertising budget as well as the actual search volume of research
keywords.

Google AdWords:

Google Adwords is a product of Alphabet Inc. that offers marketers a wide range of
advertisement opportunities in the SEA field. The principle of placing ads through AdWords is
based on auctioning. Advertisers bid on specific keywords or they pay for clicks and impressions
on display advertisements. Factors, such as the quality of the landing page, quality of the ad text,
as well as relevance of the keywords and positive history of the AdWords account, play a crucial
role in the final placement of text ads or banners. Banners or text ads posted through Google
AdWords are always regarded as advertising. The following forms of advertising are possible
using Google AdWords:

• Classic text ads: An advertiser selects keywords with which his/her text ads will be
displayed on a prominent position in the SERP. This entails creating the so-called campaigns
that, in turn, consist of ad groups. Every ad group is categorized into advertisements based on the
selected keywords. If a user searches for one of these keywords, the corresponding AdWords
advertisement is displayed.

• Display ads: These are ads in the form of images or text that are placed on platforms
belonging to the Google advertisement network. Registration for this network can be done
through the Google AdSense platform.

Google AdWords offers the possibility to combine different forms of advertisement of SEA.
Simultaneous placement of PLA, text ads, and display ads is, therefore, possible. The AdWords
platform is one of the most used SEA tools in the world.

• Video ads: Advertisers in the Google AdWords program can also place ads on YouTube.
Text or video ads are available for this purpose.

• Gmail-Ads: If you use Google AdWords, you can also book ads in Gmail accounts.
Payment is made via CPM or Cost-per- Click.

• With the AdWords Express program, Google offers small companies the possibility to
use SEA without having to create their own campaigns. The thereby required files are
automatically generated by Google. The advertiser only provides his/her advertising budget.

Bing / Yahoo ads:

35 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Together with Yahoo, Bing also offers its own SEA platform. Bing / Yahoo ads]] function in a
similar way to Google AdWords. However, due to Google’s market dominance, Google
AdWords is the platform that is mostly used for SEA in Germany and Europe. Nevertheless, a
comprehensive SEM strategy should also include possibilities to advertise on Bing and Yahoo.
This applies, for example, to the USA, where Bing has a significantly larger market share than in
Germany.

Other SEA platforms:

Besides the major search engine providers, almost all larger search engines offer their own
advertising programs. SEA, through specialized search engines, can also be advantageous
depending on the targeting. As an alternative to purchasing ads from Google AdWords, for
example, Amazon product ads can also be placed on the Amazon platform.

For example, if a website also wants to be successful in Russia, SEA for Yandex, etc. should also
be taken into consideration. If an online shop wants to advertise vehicle parts to specific target
groups, it also has the option to place its ads on different car comparison portals.

Posting models:

In SEA, posting ads is done based on different provisions:

• CPC (cost per click): Here, the advertiser specifies how much he/she is willing to pay per
click.

• CPA (cost per acquisition): The advertiser specifies how much he/she is willing to pay
per conversion achieved through the advertising measures.

• CPM (cost per thousand): The advertiser specifies how much he/she is willing to pay per
1,000 impressions of his/her advertisements.

• Cost per call: Here, certain advertisement portals offer the possibility to specify how
much an advertiser is willing to pay per visit, Google AdWords, for example.

• Cost per lead: Depending on the web portal, costs for leads such as subscribing to a
newsletter or downloading a PDF can also be agreed upon.

Impacts of SEA on SEO:

Although search engine advertising is not considered to be SEO, SEA can possibly have an
impact on the ranking of a website. Therefore, this makes SEA sort of an indirect SEO measure.
If an online shop raises its advertising impact through SEA and thereby improves its scope and
visibility, direct type-ins of the shop’s name as a brand are for example deemed to follow.

36 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Thus, the brand is strengthened and, among other things, the domain trust of a website is as well.
Ever since the Vince Update, the brand plays a greater role in the SERP. For example, a website
can increase its awareness with the help of SEA and, if a campaign is successful, can thus
generate more traffic via the organic search, because the brand is known to many users and they
decide in the SERPs for the more well-known URL, although it may even rank worse.

Through SEA, Google, or any other search engine, new information on the visits to a website is
received. Since the click rate and bounce rate are also considered in the evaluation of a website,
successful SEA measures also lead to an improvement of the quality of a website. Another direct
consequence of SEA measures is that a website or web shop can become more famous and
thereby result in “offline” access through word of mouth.

Landing Pages:

What is a Landing Page?

In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on.
However, when discussing landing pages within the realm of marketing and advertising, it’s
more common to refer to a landing page as being a standalone web page distinct from your main
website that has been designed for a single focused objective. This means that your landing page
should have no global navigation to tie it to your primary website. The main reason for this is to
limit the options available to your visitors, helping to guide them toward your intended
conversion goal.

Landing pages are specialized, optimized web pages that visitors are taken to upon clicking an
ad. Landing pages can feature specific products featured in the advertisements themselves, or
they may include prompts for users to

provide the advertiser with more information, such as web forms. Landing pages can be used to
convince prospects to complete an action, such as making a purchase, or function as another step
in a longer “funnel,” such as requesting additional information or downloading a piece of content
for lead generation purposes.

A landing page can be commonly defined as the page beyond the click in a digital marketing
campaign context. Landing page optimization is a central issue for:

➢ Display Campaigns

➢ Pay per Click (PPC) ads

➢ Affiliate marketing programs

➢ Email marketing campaigns

37 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
➢ Some offline campaigns - with QR Codes for instance.

Types of Landing Pages:

There are 2 basic types of landing page, Click Through and Lead Generation (also referred to as
Lead Gen or Lead Capture pages).

1. Click Through Landing Pages

Click through landing pages (as the name implies) have the goal of persuading the visitor to click
through to another page. Typically used in ecommerce funnels, they can be used to describe a
product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer
to making a purchasing decision.

All too often, inbound advertising traffic is directed at shopping cart or registration pages. This
leads to poor conversions as the ad doesn’t provide sufficient information for someone to make
an informed decision.

This is where the click through page comes in. As a result, the destination page from a click
through page is typically the shopping cart or registration page – now with a much higher chance
of conversion having passed through the details of the landing page.

2. Lead Generation Landing Pages

Lead generation landing pages are used to capture user data, such as a name and email address.
The sole purpose of the page is to collect information that will allow you to market to and
connect with the prospect at a subsequent time. As such, a lead capture page will contain a form
along with a description of what you’ll get in return for submitting your personal data.

There are many uses for lead gen landing pages, some example uses and the items given to the
user are listed below:

• Ebook or whitepaper

• Webinar registration

• Consultation for professional services

• Discount coupon/voucher

• Contest entry

• Free trial

• A physical gift (via direct mail)

• Notification of a future product launch

38 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Some websites may have hundreds or thousands of automated landing pages created specifically
for digital campaigns.

Landing pages are key factors of campaign effectiveness and ROI, and are still sometimes
insufficiently taken into account. Many failed digital campaigns are due to poor landing pages.
Landing page design and optimization rules differs according to industries, product categories,
traffic sources and campaign goals. Some landing page design services may offer several
hundreds of

landing page templates.

There are many kinds of landing pages:

• Product landing pages

• Lead gen landing pages

• Face book landing pages

• Dynamic landing pages

• Automated landing pages

• Personalized landing page

• Mobile landing pages

• Responsive landing pages

• Co-branded landing pages

• Co-branded affiliate landing pages

• B2B landing page

Pay per Click (PPC) ads:

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than
attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid
for ad placement in a search engine’s sponsored links when someone searches on a keyword that
is related to their business offering. For example, if we bid on the keyword “PPC software,” our
ad might show up in the very top spot on the Google results page.

39 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Pay-per-click, or PPC, is a form of advertising that allows you to pay a fee to have your website
on the search engine result page (SERP) when someone types in specific keywords or phrases to
the search engine. The SERP will display the ads you create to direct visitors to your site, and the
fee you pay is based on whether people click your ad.

Pay-per-click advertising is most common in search engine results pages, like Google or Bing,
but is also used on social channels (although CPM is more common).

If you’re wondering where you can find pay-per-click ads, they’re the results you see before and
to the right of the organic search results. For instance, check out the ad that came up in my
search for "cards.”

PPC Terms and Definitions

What’s a marketing channel without a few acronyms and a little jargon?

If you’re going to enter the paid advertising space, there are a few terms you should know.
Below, we review the main elements of a PPC campaign, ranging from broad to the more
specific.

Pay Per Click (PPC) is an internet advertising system meant to direct online traffic to particular
websites where the advertiser pays the publisher a certain price when an ad is clicked.

Search Engine Marketing (SEM)

The objective of all forms of digital advertising is to rank for a target keyword, which you can do
in several ways. Search Engine Marketing (SEM) refers to any digital marketing (paid or unpaid)
done on a search engine, like Google, Yahoo, or Bing.

SEM is an umbrella term that encompasses both paid advertising and search engine optimization,
that is, ranking organically for keywords. It’s important to note that not all PPC occurs on search
engines — social media has PPC ads, too (think: Facebook Ads).

40 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
CPC

Cost-per-click (CPC) is the amount that an advertiser pays for each click on your ad. CPC acts as
your bid in an auction that determines where your ad will be placed. As you can imagine, a
higher bid equates to better ad placement.

You set your CPC at the maximum price you are willing to pay per click on your ad. What you
actually pay is determined by the following formula:

(Competitor’s Ad Rank / Your Quality Score) + 0.01 = Actual CPC.

Let’s go over the terms in this equation, so you know what you’re paying for:

Ad Rank

This value determines the position of an ad on a search engine results page. It’s equal to
Maximum Bid x Quality Score. Quality Score

This is the score that search engines give to your ad based on your clickthrough rate (CTR) —
measured against the average CTR of ads in that position — the relevance of your keywords, the
quality of your landing page, and your past performance on the SERP.

Maximum Bid

This is the maximum you're willing to pay per click on your ad. Here’s an image by WordStream
that illustrates what I mean:

You can set your CPC to manual, where you determine the maximum bid for your ads, or
enhanced, which allows the search engines to adjust your bid based on your goals. One of these
enhanced options involves bid strategies that automatically adjust your bids based on either
clicks or conversions.

CPM (Cost per Mille)

41 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
CPM, also known as cost per thousand, is the cost per one thousand impressions. It’s most
commonly used for paid social and display ads. There are other types of cost-pers… like cost-
per-engagement, cost-per-acquisition (CPA), but for the sake of preserving your mental space,
we’re going to stick with clicks, a.k.a. CPC.

Benefits of PPC

1. PPC ads are cost-effective.

2. PPC ads produce fast results.

3. You can easily control and test PPC ads.

4. PPC ads allow you to target your ideal customers.

5. Algorithm changes have little effect on PPC ads.

6. PPC ads help you rank even with low domain ratings.

7. Data from PPC ads can improve your SEO strategy.

1. PPC ads are cost-effective.

With PPC ad campaigns, you have complete control over how much you’re willing to spend.

Since you only pay when visitors click the link leading to your website or landing page — with a
high chance of conversion — you’ll be getting your money’s worth.

2. PPC ads produce fast results.

Although organic ranking is great, it sometimes takes months or even years to get on the first
page on SERPs.

If you’re a startup or small business, you likely don’t have the time to wait for the effect of
organic, social, or direct traffic to kick in.

That’s where PPC ads come in.

With optimized PPC ads, you can shoot yourself to the top of the SERP within hours of
launching your campaign.

3. You can easily control and test PPC ads.

It’s easy to control the keywords you’re targeting, ad placement, or budget with PPC ads. You
can also run A/B split tests with different ads to identify the one that produces the highest return

42 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
on investment. You can then scale the ads that do well until it no longer produces desirable
results.

4. PPC ads allow you to target your ideal customers.

With PPC ads, you can skip right past cold audiences to target a warm audience that’s ready to
buy your products and services. You can bid on keywords that solution-aware personas would
search for online. Aside from keywords, PPC ads also offer targeting options like past online
activity or demographics.

Another excellent use of PPC ads is to create retargeting campaigns targeting visitors who didn’t
purchase after landing on your site.

5. Algorithm changes have little effect on PPC ads.

Between the numerous Google algorithm changes and the 200 ranking factors, trying to get free
traffic from search engines is a bit unstable compared to PPC advertising.

With PPC ads, you don’t have to worry about algorithm changes but instead focus on how well
your campaigns perform.

6. PPC ads help you rank even with low domain ratings.

Keywords have become increasingly competitive. This makes it more difficult for a business
with a low domain authority to get into the top rankings on a search engine or in front of its
target audience on a social platform.

With PPC advertising, you can quickly rank for keywords your audience is searching,
irrespective of your domain ratings.

7. Data from PPC ads can improve your SEO strategy.

You shouldn’t ditch all your search engine optimization (SEO) efforts altogether — your paid
advertising should complement

your SEO strategy instead of replacing it.

How to Build a PPC Campaign

Now that you understand the benefits of PPC and have your key terms, let’s dive into crafting a
quality PPC campaign using Google AdWords or some other platform.

You don’t need to tackle these items step-by-step, but you will need to work through each of
them to ensure that you create an effective marketing campaign.

43 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Set Parameters

I know I said that you don’t need to do these things in order, but you should do this step first.
Without parameters, you risk your ad being untargeted and ineffective.

You want to put your ad campaigns into the context of your ultimate business goals. Consider
how your paid campaigns will contribute to those goals. Then, think about what you want to
accomplish with your ads — whether that be visits, sales, brand awareness, or something else —
and how much you’re willing to spend to achieve that goal.

Your ads should encompass a few things:

• Who you want to target

• Theme of your campaign

• How you will measure success

• Type of campaign you will run

Create Goals and Goal Metrics

Your campaign goals will give you something to show for your ad spend as long as you
determine how you will measure those goals. Your goal metrics should not be confused with
your campaign metrics, which we’ll discuss below.

Let’s touch on some common PPC goals and how to measure them.

Brand awareness is how familiar your target audience is with your company. It might be a good
idea to look into display ads for this goal so you can supplement your copy with engaging
imagery. You can measure brand awareness through social engagement, surveys, and direct
traffic.

Lead generation is the direct result of having a relevant and engaging landing page to follow
your paid ad. Since you will create a separate landing page for each ad group, you should be able
to easily track lead conversions either in the Google Ads interface via a tracking pixel, or
through UTM parameters, if you’re using a tool like HubSpot.

44 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Offer promotion is great if you’re running a limited-time offer, product or service discount, or
contest. You should create a dedicated sign-up page or a unique discount code so you know
which users came from your ad.

Sales can be measured by how much of your product or service is sold based on your paid ads.
You should be able to track this through CMS software or with attribution reporting.

Site traffic is a great goal if you have high-quality content throughout your website. If you’re
going to spend money getting people to visit your site, you want to have some level of
confidence that you can keep them there and eventually convert them into leads.

Choose Your Campaign Type

You don’t only need to know where you’ll advertise but also how. There are many different
types of paid advertising campaigns, and the one you choose depends on where you can reach
your audience. That isn’t to say that you can’t advertise through various means; you can also try
a combination of campaign types as long as you’re consistently testing and revising. Search Ads
are the most common type of PPC and refer to the text ads that show up on search engine results
pages.

Display Ads allow you to place ads (usually image-based) on external websites, including social.
There are several ways to buy display ads, including Google Display Network (GDN) and other
ad networks.

Learn how to integrate Display Ads into your inbound marketing plan.

Social refers to any ads that you see on social media, including Facebook, LinkedIn, Twitter, and
Instagram. You can pay to show up in your target audience’s social feed or somewhere else
within their profile, depending on the platform.

Remarketing can use either cookies or a list of contacts that you upload to target people who
have previously engaged with your company through some action. That action could be filling
out a form, reading a blog, or simply visiting a page on your website. Google Shopping is most
effective for ecommerce sites. Your ad — including image, price, and a short product description
— will show on a carousel on a search page based on your target keywords.

Perform Keyword Research

Each ad group you create needs to be assigned a set of keywords to target — that’s how search
engines know when and where to display your ad. The general rule of thumb is to select between
one to five keywords per ad group, and those keywords should be extremely relevant — your
Quality Score depends on it.

45 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Select keywords that are closely aligned with the specific theme of your ad group. If you find
keywords you want to target that fall outside of one theme, you should create a separate ad group
for them.

It’s important to note that you’re not stuck with the keywords you start with. In fact, you should
closely monitor your keyword list throughout your campaign — eliminating those that don’t
bring in the types of visitors that you’re looking for and increasing your bids on those that do. Do
your best to select the most relevant keywords, but don’t feel pressured to get it 100% right the
first time around.

Set Up Google Analytics and Tracking

Google Analytics is free to use, so there’s no reason why you shouldn’t install it on your website.
The tool provides insights into how your website is performing, how users interact with your
pages, and what content is attractive to visitors. The information gathered from Google Analytics
can be used for PPC and beyond.

Best Practices for a Quality PPC Strategy

You didn’t think we’d let you spend your hard-earned money on advertisements without
providing some best practices to follow, did you? Of course not. We want to make sure you
succeed with your next PPC campaign. So, let’s get into some PPC strategies that will help you
maximize your efforts and your budget.

As a note, we’re going to dive specifically into paid search ads (those little guys you see in
search engines) here.

PPC Ad Copy

Bidding on targeted keywords will get your ad in front of the right people; good ad copy will get
those people to click on your ad. Like your keywords, your ad needs to solve for the intent of the
searcher — you need to give the searcher exactly what they’re looking for and make sure that is
clear through the words you use.

Search ads are comprised of a headline, a URL, and a short description, and each of these has
limited character requirements to follow. To make the most of this space, make sure your ad
copy does the following:

• Speak directly to your target persona.

• Include the main keyword that you’re bidding on.

• Provide an actionable CTA so the searcher knows what to do next.

• Make the offer appealing.

46 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
• Use language that matches your landing page copy.

• Perform A/B Split tests with your copy.

Landing Page Best Practices

Arguably the most important element of PPC (after your ad copy) is the page that you send leads
to after they click on your ad. This page needs to be highly targeted, relevant to your ad, deliver
what was promised, and present a seamless experience.

Why? Because the point of your landing page is to convert your new visitor into a lead or
customer. Not only that, but a high- converting landing page will improve your Quality Score,
leading to better ad placements. There’s nothing that will diminish PPC profits like a poorly
crafted landing page.

What should a PPC landing page include to increase conversions? Glad you asked.

• Strong headline that mirrors your search ad

• Clean design and layout

• Responsive form that is easy to use with a stand-out CTA button

• Copy that is very specific and relevant to your target keywords

• Presents the offer that was promised in your ad

• A/B tested

A/B Testing Your PPC Ads

As a marketer, you’ll rarely throw something out to your audience that works without testing it.
PPC campaigns are no different. A/B testing is as critical to your paid ad campaign as is every
other element. The goal of testing your ad is to increase both your click through rate and your
conversion rate.

The good news is that ads comprise just four parts that you’ll need to test: headline, description,
landing page, and target keywords. Minor tweaks to just one of these elements can significantly
alter your results, so you want to make changes one at a time so you can keep track of where
improvements come from.

Since there are many variations that you could test one at a time, it’s a good idea to list out all the
potential tests you can run and prioritize them by most significant impact. Finally, you should
allow your ads to run long enough to gather the data you need and test them early enough, so you
don’t waste budget on a poor-performing ad.

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Maximizing Your ROI

At a high level, maximizing ROI on your ad campaigns means considering customer lifetime
value and customer acquisition costs, which will help you determine how much is worth
spending on a new lead and how much of that spend can come from paid advertising.

To get more granular, we need to talk inputs and outputs, that is 1) lowering your input (cost per
lead [CPL]) and 2) increasing your return (revenue).

There are a few factors to keep an eye on that will affect both, so let’s break it down.

Ways to Decrease Inputs

• Determine an ad budget before you get started.

• Create more relevant ads. The more relevant, the lower your CPC.

• Improve your Quality Score. The higher your QS, the less search engines will charge you
for clicks.

Ways to Increase Revenue

• Follow landing page best practices to increase conversion rates.

• Go after quality leads by being specific with your ad. The more quality your leads, the
more likely they will convert and eventually become customers.

SEM (Search Engine Marketing) consists of four key components:

• PPC (Pay Per Click)

• SEO (Search Engine Optimization)

• Website Conversion

• Landing Page Optimization

While these can be organized separately for great results, the best results often come when all
four components are influenced together.

There are also many other applications that SEM can also help out, such as:

• Direct Sales in eCommerce

• Lead Generation

• Launching New Products

48 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
• Public Relationship

• Business Branding

PPC vs. CPC

PPC and CPC are not technically the same thing. PPC refers to a style of marketing that includes
paying for advertisements. CPC, or cost-per-click, refers to the amount of money you spend on a
single click on your ad.

SEO vs PPC

SEM may be a broad and growing field and is one among the foremost targeted ways of
obtaining the correct guests to your website at the height moment of their interest – once they’re
sorting out an answer to a tangle you'll be able to solve.

Because computer program promoting puts you directly ahead of users World Health
Organization ar actively sorting out what you've got to supply, SEM will be an excellent
investment for your business. Outranking each organic result your low-funnel potential
customers see is a vast advantage, notwithstanding you are doing need to procure each click.

SEM Benefits :

49 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
SEM (search engine marketing) is a range of activities (organization of an advertising campaign,
affiliate links, analysis of positions in the search results, SEO-optimization, and positioning)
aimed at improving the visibility of the site in the search. Search engine marketing takes into
account the context of the site:

• subjects;

• market situation (including offline);

• specific promotion goals;

• keywords research;

• promotion stage (new project or existing one), etc.

Search engine marketing also includes expert analysis of the market situation:

• analysis of competitive offers;

• study of the structure of demand in the market and target audience;

• identification of trends, analysis of seasonality;

• study of the characteristics of the proposal, etc

Definition of Online Advertising:

Online advertising is a marketing strategy that involves the use of the Internet as a medium to
obtain website traffic and target and deliver marketing messages to the right customers. Online
advertising is geared toward defining markets through unique and useful applications.

Since the early 1990s there has been an exponential increase in the growth of online advertising,
which has evolved into a standard for small and large organizations. Online advertising is also
known as Internet advertising.

50 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
A major advantage of online advertising is the quick promotion of product information without
geographical boundary limits. A major challenge is the evolving field of interactive advertising,
which poses new challenges for online advertisers.

Online advertisements are purchased through one of the following common vehicles:

• Cost per Thousand (CPM): Advertisers pay when their messages are exposed to specific
audiences.

• Cost per Click (CPC): Advertisers pay every time a user clicks on their ads.

• Cost per Action (CPA): Advertisers only pay when a specific action (generally a
purchase) is performed.

Examples of online advertising include banner ads, search engine results pages, social
networking ads, email spam, online classified ads, pop-ups, contextual ads and spyware.

Objectives of Advertising:

Understand when best to use online advertising. Advertising, whether online or offline, has a
number of objectives:

1. Building Brand Awareness: Making people aware of a brand or product is an important

long-term goal for any marketer. Once customers know about the brand, the marketer has taken
the first step toward gaining the customer’s trust and patronage. The better known a brand is, the
more business they can do. And the ultimate goal is to do more business and sell more of the
product. Online, creative advertising or banner advertising is largely visual, making it an ideal
channel for promoting brand collateral.

2. Creating Consumer Demand Consumers can’t want what they don’t know about.
Advertising needs to convince consumers about what they should want and why they should
want it. Modern online advertising provides a great way to communicate the USPs (unique
selling points) of a product, thereby helping stimulate demand.

3. Satisfying Consumer Demand: Once the consumer is aware of and desires a product, they
need to find out how to satisfy that desire. If brand building has been effective, they will know
that a particular brand exists. At this point, it is important for the marketer to show the consumer
how their particular brand or product will best meet that need.

4. Driving Response and Sales: All forms of online marketing need to drive traffic and sales
in the long term. However, the immediacy of online advertising also drives traffic and sales in
the short and medium terms. Unlike traditional media advertising, online advertising can turn the
potential customer into an actual customer right there and then. What’s more, it is possible to
measure accurately how effectively the online advertising campaign does this.

51 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
5. The Key Differentiator: Online advertising is able to drive instant sales and conversions.
Unlike offline advertising mediums, the consumer can go from advertisement to merchant in one
easy click. Because of the connected nature of the Internet, online activities are highly trackable
and measurable, which makes it possible to target advertisements and to accurately track and
gauge the effectiveness of the advertising. Each display advertisement can be tracked for
success.

6. Introducing a New Product to the Market: Online advertising is an important strategy

when a new product or brand is launched, however this should often be after the launch of an
online public relations campaign which includes press releases, blogs, news sites and other
tactics to gain wide media coverage. Advertising before the launch of an online PR is not
advisable because it loses its newsworthiness and media outlets are unlikely to accept it. Some
online channels to use to announce your new product are display ads on networks like the
Google Display Network (GDN), Search advertising, organic search, email marketing and
others.

7. Explain how a Product Works: Advertising can help to explain the uses of a product and
in what setting it is to be used. It’s often easier with video advertising which can include
animation, motion, text, graphics and many other elements. It is also effective at showing the
product in use and even talking heads are great for explaining how it works.

8. Reduce Buyer Fear: Video advertising is also helpful here after a purchase to reduce fear
that the customer has bought the wrong product and to explain how they can use it. Buyer
remorse is a major problem especially for high-ticket items that require a high financial outlay,
so it’s important to allay their fears and convince them that they have made the right purchase.

9. Build Company Image:

Many online channels are effective at building a company’s image but social media is one of the
best and using advertising tools on sites like Facebook you can reach out to new, existing and
non-existent customers. This is about raising brand awareness and reinforcing the company’s
image at all touchpoints with the target market. Social media is helpful because the company can
interact with followers and build a relationship outside of its own portals.

10. Build Brand Preference: There are many brands in the online space that are vying for
customers’ attention and it’s important to highlight brand attributes and values and create a
competitive advantage for your brand. Using advertising vehicles like PPC advertising, display
advertising, social media paid advertising and others, your brand can promote its unique online
value proposition and increase click through rate, conversions and brand recall.

52 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
11. Inform Market of an Offer: If you have a sales promotion and want to inform the market
through online advertising, you can use text and display ads on search and display platforms. So
you can include a money-off offer, a coupon or voucher, category discount and many others and
these are effective at boosting CTRs for ads and also conversions.

12. Encourage Switching to Your Brand: Comparative advertising is common online

especially on PPC platforms like Google Adwords. So, you can bid on competitor brand names
and then display ads that highlight your unique offers and how your products have a competitive
advantage. Of course many competitors will be doing the same so it’s important that you bid on
your own brand names too.

13. Maintain Top Of Mind Awareness: Remarketing is an online advertising vehicle that
works well for a wide range of brands and companies that want to raise brand awareness,
increase sales or leads, increase brand recall and be top of mind. Google Adwords, Analytics and
Facebook provide remarketing features and resources to target people that are aware of your
brand and then bring them back to your website and purchase from your business.

14. Remind Buyer of the Product or Brand: This marketing objective is similar to top of mind
awareness and using remarketing and pay per click advertising; it is possible to effectively
remind target customers of your products or brands. The benefit is that it is affordable and you
only pay for clicks to your website, unlike traditional advertising vehicles were you pay even if
there is no customer interaction or response.

Other relevant directories that could increase exposure for your business include:

➢ Bing Places for Business: Only Google outpaces this free Microsoft product in visits, and
you can add multiple business locations, photos, videos, and more during your fast, free, and
easy registration.

➢ Yahoo Local Listing: Ranking third next to Google and Bing, Yahoo’s service draws
millions of searches daily.

➢ Yelp is one of the best online

sources for candid consumer reviews. Bonus: It allows you to send public or private messages
(including deals) to customers and review business trends using the Yelp reporting tool. The
most reviewed categories on Yelp include shopping, restaurants, and home services respectively.

➢ MerchantCircle is a free network targeted toward small businesses seeking to connect

with local customers and other small businesses in their areas.

➢ Yellow Pages: This well-organized online version of the antiquated classic generates
millions of daily searches. It offers advertising, lead generation, and detailed ad performance
data.

53 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
➢ White Pages: This lists some 30 million companies, offering sponsored ad opportunities
and a premium text message service for clients.

➢ Superpages.com: This free, easy-to-navigate service includes helpful options, including

weather and lottery listings, as well as fast access to popular categories, search tips, and a
Facebook sign-in option.

➢ Yellowbook allows for easily searchable business listings that include your business
information, a link to your website, product descriptions, a map feature, and options for display
and video ads.

➢ YellowBot provides basic contact and location info about your business similar to the
Yellow Pages, with customer reviews and options that include premium listings, searchable tags,
and fast sign-in via Windows Live, Google, Facebook, Yahoo, or Twitter.

➢ Manta calls itself one of the largest online resources dedicated to small business. “The
Manta directory boasts millions of unique visitors every month who search our comprehensive
database for individual businesses, industry segments, and

geographic-specific listings,” it reports. “[We] deliver helpful news and advice, promotion
opportunities, and tools for small businesses.

➢ Citysearch: This free site specializes in listings for restaurants, bars, spas, hotels,
restaurants, and other businesses across the U.S., optimizing them via a partner network that
includes Expedia, Urbanspoon and MerchantCircle.

➢ MapQuest: This blast-from-the-past web-mapping service owned by Verizon gets

searchers to your physical location quickly and easily via detailed maps.

54 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
➢ Local.com: This free directory gives searchers detailed info about events, deals, and info
relevant to a given city. Its database includes more than 16 million business listings covering
every zip code in the U.S., it reports. Paid ad options allow

for coupons and other features.

➢ Foursquare: This combination business directory and social networking site allows users
to check in via map and comment about your business, with or without the Foursquare mobile
app.

➢ DexKnows: This business listing site monitors your reviews and ratings and provides
data into how customers engage with your profile, giving insights to online and offline
advertising opportunities. The DexKnows mobile app is available for

Android and Apple and allows users to make single-tap searches, write reviews, mark favorites,
and find fuel stations based on GPS locations.

➢ The Business Journals: This local option, available in most major U.S. cities, generates 8
million monthly searchers and offers four levels of listings. Its searchers rack up an average
income of more than $97,000, and 84 percent shop online.

➢ Angie’s List: This respected site is known for its objective consumer reviews in more
than 720 categories. More than 3 million members turn to Angie’s List to research, hire, rate, and
review local service providers.

➢ Hotfrog: This free, detailed online directory can help get your website listed in Google
search results. Options include coupons for your customers. The site attracts 1.6 million active
users monthly across 38 different countries.

➢ Kudzu: This free database reports that it helps some 20 million homeowners a year make
decisions regarding their renovations. Options include a dedicated account manager who can
work to boost your website in search results. Profiles can include marketing descriptions,
photographs of work performed, videos, coupons, professional affiliations, credentials, and user-
generated reviews and ratings.

➢ Trip Advisor offers a flat subscription rate for any business related to the hospitality or
entertainment industries in 48

markets worldwide. Calling itself the world’s largest travel site, it reaches 390 million average
monthly unique visitors and so far has logged some 435 million reviews and opinions covering
6.8 million accommodations, restaurants, and attractions.

Display Ads

55 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
A type of online advertisement that combines text, images, and a URL that links to a website
where a customer can learn more about or buy products. There are many ad formats. These ads
can be static with an image or animated with multiple images,

video, or changing text (also called rich media ads). An ad campaign can have different goals,
and some display ads educate about the product while others are designed to entertain and
engage through simple games or puzzles. Banner ads are a common form of display ads that are
frequently used for awareness campaigns.

Digital advertising is changing the face of the marketing industry. Data suggests that digital ads
will make up more than half of the total ad spend in the United States by 2021, compared to just
40.5% in 2017. Video ad spending passed $9 billion in 2017, and advertising technology budgets
are continually increasing.

Remaining competitive in this evolving market requires a strong grasp of digital marketing in all
its forms. One of the easiest ways to start is with display advertising.

What is display advertising?

You've seen display advertising before, even if you didn't realize it at the time. Display
advertising appears on third-party websites and uses video, image, or text elements to market
products or services.

There are many types of display advertising. Banner ads are an example of display advertising.
So are desktop and mobile leaderboard ads. Most ads are rectangular or square in shape, and the
content they contain is typically designed to align with that of the host website and the selected
audience preferences.

Display advertising campaigns can be run through advertising networks such as Facebook
advertising or Google ads that provide powerful audience targeting features as well as
advertising formats (that you can also combine with search ads).

Types of display ads

Display ads vary greatly in terms of who they target and how they work. Here’s a breakdown of
the different display ad options and what they do.

1. Remarketing ads

Most display ads you see today are remarketing ads, also known as retargeting ads. Thanks to the
trend toward ad personalization, retargeting campaigns have become widespread.

56 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
According to Accenture Interactive, 91% of consumers prefer to buy from brands that remember
their interests and provide offers based on their needs. Retargeting ads do just that, and they're
easy for brands to implement. Here's how they work.

• To start, place a small section of code onto your website that collects information about
visitors' browsing behavior, including when they navigate to a category or product page.

• From the information you collect, develop lists of customer types and what kinds of
advertising messages would most likely appeal to them.

• Then create and place display ads based on the different categories of interest you have
observed.

A dynamic remarketing campaign is an effective way to keep your brand present in the minds of
shoppers who have already shown interest in what you have to offer.

2. Personalized ads

Google considers remarketing to be a subcategory of personalized advertising. Personalized ads

target consumers based on demographic targeting and the interests they have shown online, that
you can use to set a custom audience.

In addition to remarketing, Google recognizes 4 distinct types of personalized ads. Each

incorporates general user behavior and preferences rather than interactions with any particular
brand as a targeting option.

Affinity targeting

Affinity targeting shows your ads to consumers who have demonstrated an active interest in your
market. These affinity groups can be relatively broad—like “car enthusiasts” or “movie
lovers”—letting you reach large numbers of people.

Custom affinity groups

Smaller custom affinity groups like “long-distance runners” and “orchid growers” let you get
more specific about the interests you want to target. Bear in mind that when you use narrower
groups, you’ll reach smaller audiences.

Custom intent and in-market ads

Custom intent and in-market ads target consumers who are actively searching for products or
services like yours. You'll reach fewer people than with either affinity or custom affinity
targeting, but the people who do see your ad will be closer to making a purchase.

Similar audience ads

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Similar audience ads target people who have interests or characteristics in common with your
current visitors. To create lists of new but similar audiences, Google compares the profiles of
people on your remarketing lists with those of other users, then identifies commonalities.

3. Contextually targeted ads

Instead of displaying your ads to people based on their user profiles, contextually targeted ads
are placed on websites according to certain criteria, including:

• Your ad's topic and keywords

• Your language and location preferences

• The host website's overarching theme

• The browsing histories of the website’s recent visitors

You can let Google make these determinations, or you can take an active role in it yourself
through topic targeting.

Topic targeting

Google allows you to pick from a list of topics and will match your ad to relevant pages on the
Display Network or YouTube. It also lets you specifically exclude topics that are
underperforming or unrelated to your message.

Topic targeting is a lot like affinity targeting, except that your ads are matched with websites
rather than users.

1. Site-placed ads

If you'd prefer to hand-pick the websites that will host your ad, website placement targeting is
your best bet. You can select entire sites or individual pages within sites.

You can even combine placement targeting with contextual targeting. With this approach, you
choose a site and let Google select the most relevant pages for your ad.

Display ads versus native ads

If you count offline as well as online ads, display advertising is as old as business itself. The
internet’s first ever display ad was a 1994 AT&T ad, and they've been increasing in prevalence
ever since.

Display ads are still popular, but a new strategy called native advertising has begun to take some
of their market share.

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Native ads are designed to blend in with the other content on a page. These are especially
common in social media news feeds. These ads look like regular user posts, although they are
legally required to display the word “sponsored” to minimize deception. Native ads are less
obvious than display ads and can sometimes reach users who have ad blocking software enabled.
They can be a great way to engage potential customers as most people respond better to content
when it’s not an obvious ad. But there's always the risk that when they reach the end and find out
that the post or article they just read was advertising, they'll end up feeling tricked.

Native advertising marketers also risk hiding their brand logo and information too well. There’s
a chance that readers might not notice it, let alone remember it. They might remember the
message—but that's not worth much if they can't recall who posted it.

Pros and cons of display ads

No form of advertising is perfect for every company. Before you decide whether or not to invest
in display ads, consider the benefits and drawbacks.

Pro #1: Display ads lead to better brand awareness.

Unlike native ads that mimic editorial content, display ads are clearly advertisements. While that
sometimes means that people will ignore them on principle, it also means that audiences
immediately recognize that they’re seeing a message from your brand. Pro #2: Display ads
convey your message quickly.

Most display ads are based on visuals, not text. Your audience doesn’t have to read all the way
through an article or infographic to get to your brand message the way they do with content
marketing or native ads. Even when people scroll past these messages, they still make an
impression.

Pro #3: Display ads are easy to create and place.

Compared to other forms of digital advertising, display ads don't require complex integration
with publisher sites. They can go up on almost any site that's part of the participating ad network
without much technical expertise.

Pro #4: Display ads reach customers at every stage of the funnel.

A well-thought-out digital advertising campaign can help you reach your target audience at any
stage of the decision making process, from need awareness to purchase readiness. All you need
is a knowledge of targeting methods.

For example, if you sell home appliances, you could post custom intent ads to reach people who
have been searching for new models of stoves or washing machines. You could then cast a wider

59 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
net by posting a contextually targeted ad on home improvement sites, real estate blogs, or even
parenting forums.

Pro #5: Display ads provide great value for your money.

While relatively few people actually click display ads, they can help you reach the largest
segment in your target market. Their reach is as broad as that of traditional advertising while
being less obtrusive. A display ad is much less disruptive than a television or radio spot,
especially if it’s been matched with relevant content.

Con #1: People don't like ads.

Consumers today believe that ads are more frequent and intrusive than they were in the past.
Overt advertising makes many people feel annoyed—and when people are annoyed with online
ads, they tend to use ad blocking software so that they don't see them at all.

Con #2: Display ads can be too minimal.

Display ads are meant to deliver your message as quickly and simply as possible, but their short
length can work against them. Venture capitalist Gilad de Vries has found that they are most
effective when they lead viewers to longform content. While display advertising is useful, it
probably won’t be the real powerhouse behind your marketing strategy.

Con #3: They have relatively low click-through and conversion rates.

Click-through rates for banner ads average around 0.1%, a lower total than many other forms of
online advertising. This usually translates to lower conversions.

Most people see banner ads early on in their buying journey, so they're best used as part of a
long-term marketing plan. Your display ads can pique a potential customer’s interest and prepare
them for more in-depth content later.

Best practices for display ads

As with any form of advertising, the effectiveness of a display ad depends on its design. Here are
a few guidelines that will help you stay on the right track.

Be respectful of your audience's experience

Avoid autoplay video ads, pop-ups, and any ads that your viewers can't get rid of by scrolling
away. These tactics will certainly get people to notice you, but not in the way you’d like. Instead,
try placing a static ad near the edge of the screen or within the site’s text.

Another rule of thumb is to make sure that your ad doesn’t cover more than one-third of the
screen. High ad density can irritate users by blocking the content they came to see, especially if
they're on mobile devices.

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Use a simple design

Your brand story is important, but display ads are often too small to include every detail. To
avoid overwhelming users, stick with a simple design and use as few words as you can to get
your message across.

Go for quality over quantity

Because you're only including the essentials, make sure everything looks good. Use high-
resolution images, easily readable type, and a logo that's clear and bold. Remember to preview
every image after you export it.

Include a strong call to action

Your call to action, or CTA, is the most important part of your display ad. An effective CTA will
encourage users to click through to your site’s homepage, a specific product page, or a special
promotion.

It can be tempting to create a simple CTA like “click here” or “continue,” but getting specific
will make it much more effective. Here are some tips for creating a strong CTA.

 Make your CTA benefit-oriented. CTAs like “Download Our Free eBook” or “Find
Out More” let viewers know that they’ll receive something of value if they click
through.

 Use persuasive language. Entice your viewers with promotional items or potential
discounts.

 Create urgency. Convince your audience that they'll lose out if they navigate away
from your ad.

 Make the button the focus. Your CTA button shouldn’t just be easy to find, it should
be impossible to miss.

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 UNIT – III

E- Mail Marketing

Email marketing is the act of sending a commercial message, typically to a group of people,
using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It involves using email to send advertisements, request business, or
solicit sales or donations. Email marketing strategies commonly seek to achieve one or more of
three primary objectives, to build loyalty, trust, or brand awareness. The term usually refers to
sending email messages with the purpose of enhancing a merchant's relationship with current or
previous customers, encouraging customer loyalty and repeat business, acquiring new customers
or convincing current customers to purchase something immediately, and sharing third-party ads.

Types of E- Mail Marketing

Email marketing can be carried out through different types of emails:

Transactional emails

Transactional emails are usually triggered based on a customer's action with a company. To be
qualified as transactional or relationship messages, these communications' primary purpose must
be "to facilitate, complete, or confirm a commercial transaction that the recipient has previously
agreed to enter into with the sender" along with a few other narrow definitions of transactional
messaging.[3] Triggered transactional messages include dropped basket messages, password reset
emails, purchase or order confirmation emails, order status emails, reorder emails, and email
receipts.

The primary purpose of a transactional email is to convey information regarding the action that
triggered it. But, due to their high open rates (51.3% compared to 36.6% for email newsletters),
transactional emails are an opportunity to introduce or extend the email relationship with
customers or subscribers; to anticipate and answer questions; or to cross-sell or up-sell products
or services.[4]

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Many email newsletter software vendors offer transactional email support, which gives
companies the ability to include promotional messages within the body of transactional emails.
There are also software vendors that offer specialized transactional email marketing services,
which include providing targeted and personalized transactional email messages and running
specific marketing campaigns (such as customer referral programs)

Direct emails

Direct email involves sending an email solely to communicate a promotional message (for
example, a special offer or a product catalog). Companies usually collect a list of customer or
prospect email addresses to send direct promotional messages to, or they rent a list of email
addresses from service companies.

Email Automation

Email automation is a way to create emails that reach the right people with the right message at
the right moment—without doing the work every time, sending automated messages leveraging a
marketing automation tool.

The benefits of email automation

1. Personalize your customers’ experiences.

Research backs up what most marketers already know: Customers love personalization.

 90% of consumers find personalized content very or somewhat appealing.

 91% of consumers are more likely to patronize businesses that provide individualized
recommendations and offers.

 A recent experiment revealed that when shoppers knew an ad was based on their activity
on the site, their click-through rates increased by 11% and revenue from the product grew
by 38%.

 In 2019, 72% of customers only respond to marketing messages that target their interests.

 The leading type of personalization experience that marketers use is email.

With email automation you can even create a series of automated emails to help grow your
relationships with your customers—and your business. Improving email marketing efficiency as
a marketing channel through the sales funnel.

2. Make the most of your marketing team.

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Automation is changing the way that all kinds of teams do business. According to a 2017 survey
of information workers, respondents said they believe automating email marketing can improve
employee productivity:

 69% said automation could help reduce wasted time.

 59% said that they could save at least 6 hours a week if the repetitive aspects of their job
were automated.

 72% said that they would use the time they saved to focus on higher-value work.

For email marketing teams, for example, this could mean less time spent on manually compiling
email lists and scheduling messages. Instead, team members could use that time to focus on other
important tasks, such as in-depth customer relationship building.

The bottom line: With automation, more gets done—and the added productivity is of higher
value.

3. Improve your customer retention rate.

It's much easier and more cost effective to sell to an existing customer than to convert a new one,
and with automation, you can stay in touch better than ever before. Schedule your messages so
that your customers don't go too long without hearing from you—and be sure the copy is
relevant to maximize its impact.

An email that reads “Hey, we haven't heard from you in a while. Pay us a visit!” is likely to end
up in the trash. Compare that to this one:

"Dear Joe, we haven't heard from you in a while, and we wanted to make sure that you heard
about our latest offer. The printer you’ve been buying parts for came out with a new model, and
it's 20% off! Come check it out."

That's an example of a message that fills a need, which is more likely to bring back a customer.

4. It makes your marketing strategy scalable.

When you send out an email series manually, the size of your staff limits the number of
customers that you can reach. Would you be able to stay on schedule if your customer base
suddenly doubled in size? What if it tripled?

When you send automated emails you scale your email marketing efforts. When you've set it up
so that your platform sends a message every time someone signs up for your mailing list via
a custom signup form, you don't have to make sure a staff member is available to do it. Check
out more email marketing campaign tips for more ideas.

64 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
With email automation, customers automatically integrate into your system as soon as they
perform any of the actions that you track. Their behavior tells your system what messages to
send them next without any additional demands on your limited resources.

Lead Generation
Lead generation is the process of generating consumer interest for a product or service with the
goal of turning that interest into a sale. In online marketing this typically involves collecting a
visitor’s contact information (called a “lead”) via a web form.

How lead generation works

There are two main components to the lead generation process: getting traffic to your site and
then convincing them to share their contact information with you.

The first step of the process is finding an effective way to attract prospects to your website.
Depending on your company’s goals and budgetary constraints, there are many ways to start
attracting prospects to your site. The following are some of the key ways businesses use to drive
traffic:

 Search Engine Marketing (SEM) - SEM is a form of online advertising that involves
paying search engines (such as Google or Bing) to display ads in their search results.
Because search is the primary way people navigate the web, this can be a big source of
traffic.

 Search Engine Optimization (SEO) - Search engine optimization is similar to SEM, in

that it involves getting traffic from search engines, but rather than paying search engines
for ads, SEO involves optimizing your website for search engine algorithms so that it
appears higher in the organic search results.

 Social Media - Social media sites such as Facebook and LinkedIn have grown to become
some of the most popular sites on the web, and are beginning to rival search as major
sources of traffic. You can drive traffic from social networks by posting content to social
media platforms or paying for ads that run on the networks.

 Display Ads - This type of advertising comes in various forms such as video, image,
audio or text. These ads can be purchased on relevant websites in order to drive that
traffic to your own site, usually via Pay-Per-Click (PPC) models.

 Offline Events - Online marketing can often begin offline. Events such as industry
conferences and meetups can be good ways to network with potential new customers,
inform them about your brand, and get them to your website. These can be events that
you attend as a guest, events that you sponsor or events that you host yourself.

65 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Integrating Email with Social Media and Mobile

Email and social media actually play quite nicely together, and each enhances the other in many
ways.

1. Social media extends the reach of your email marketing with the integration of
social sharing tools. Integrating “Like” or “Share” on Facebook or links to tweet or
share in other social networks are tools your subscribers are more likely to use than the
“forward to a friend” links of yesteryear. The more trust you build with people in social
media channels, the more likely they are to open your emails, click through to your
landing pages, and convert.

2. Social media can increase the return on investment (ROI) of your email
program. Ask your customers to share offers with friends for additional incentives or
simply to be a good friend. Let subscribers “share” a specific offer in your email
(ExactTarget and Lyris HQ make this easy), discuss the offer on your Facebook page or
on Twitter, and drive new subscribers who may be enticed by that one offer you
happened to mention. Using social tools, you can also identify your key influencers and
offer them special incentives to be your brand ambassadors.

3. Using social media tools can improve your brand awareness and reputation. Social
media has opened a floodgate for consumers to speak their minds, and speak their minds,
they do. Don’t be afraid – even if your customers are unhappy, when they offer fair and
constructive feedback in your social channels, your honest and prompt response will turn
even the loudest complainers into raving fans and build trust among your followers and
fans. Social customers are surprisingly tolerant of human foibles as long as you own up to
them and communicate consistently.

4. You can grow your email lists using social tools (and grow your social networks
using emails). One easy way to do this is to integrate newsletter content or offer an email
list subscription form on a Facebook landing page to drive qualified opt-in leads directly
to your list. Using social media channels to complement your email marketing and other
marketing efforts allows you to add names to your opt-in list organically, reducing cost of
other lead sources. It also contributes positively to search engine optimization (SEO),
web traffic, and positive sentiment about your brand across the web. Add social media
badges for each of your social properties to each email to let subscribers know where
they can extend the relationship and engage with you, potentially encouraging their
friends and colleagues to sign up with you. With customers connected to your company
through both email and social media, you have a powerful opportunity to build your
relationship and trust with them.

Measuring and maximising email campaign effectiveness

66 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
There are few absolutes in marketing, so whether you’re using print, direct mail, social media, or
email, it pays to test and measure the effectiveness of your campaigns. Knowing what works and
what doesn’t allows you to massage, tweak, and customize your messaging and delivery, and
ultimately maximize return on investment (ROI).

As on online-based tool, email sometimes gets put in the same marketing bucket as social media.
But while measuring social media success is a bit of a black art, email marketing can leverage a
solid set of metrics that have been proven to provide actionable feedback including:

 Delivery rate. The number of emails actually delivered to recipient’s inboxes. It’s pretty
obvious that before your emails can produce any success, they must get delivered. Your
delivery rate should be 95% or higher. If it slips below this, you may have bad addresses
on your list. Another reason for a low delivery rate is a subject line that uses words
known to trigger spam filters, such as “Free.”

 Open rate. The percentage of received emails that are opened versus ignored or trashed.
Open rates vary slightly by industry, but typically, they hover in the low- to mid-20%
range. Many marketers view this as an unreliable gauge as it depends on all images in the
email being delivered and many email users have image blocking enabled. So even if
they open your email, it won’t count in your open rate measurement.

 Bounce rate. The percentage of total emails sent that could not be delivered to the
recipient’s inbox. A soft bounce is a temporary problem with an address, such as a full
inbox or a server issue. Resending usually results in delivery at some point. A hard
bounce indicates a closed or invalid address, and these should be deleted from your list. If
your emails continually return many hard bounces, your ISP may flag your organization
as a spammer.

 Click-through rate. The number of people who click on a link within an email relative to
the total number of viewers of the email. If an email is sent to 100 people and 1 person
clicks through to the website, the click-through rate is 1 percent According to
MailChimp, click-through rates can range from 1.6 percent for restaurants to 6.6 percent
for hobby related emails. Most rates are in the 3 percent to 4 percent range. The click-
through rate is a measure of how effective and relevant your email is to a recipient.

 Conversion rate. More important than open rates or click-through rates, conversion rates
are the percentage of people who actually take action from an email, such as make a
purchase or sign up for a service. This is the ultimate measure of an email’s success.

67 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 Although it can be influenced by the quality of your website landing page and the ease of
completing the requested action once a viewer is taken away from the email.

 Unsubscribe rate. The percentage of delivered emails that result in an unsubscribe

request.

Mobile Marketing

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target

audience through smartphones, tablets and other mobile devices, via websites, email, SMS and
MMS, social media and apps.

In recent years, customers have started to shift their attention (and dollars) to mobile. Because of
this, marketers are doing the same in order to create true omnichannel engagement. As
technology becomes more fragmented, so does marketing. And in order to earn and maintain the
attention of potential buyers, content must be strategic and highly personalized.

How does mobile marketing work?

When it comes to mobile marketing, strategic, personalized content means thinking about
different devices in mind and utilizing SMS/MMS marketing and mobile apps.

Mobile marketing is an important piece of the puzzle when it comes to building out any short-
term or long-term marketing plan.

There’s a mobile marketing channel to reach every part of your audience where they’re most
comfortable, including:

 email
 content marketing
 social media marketing
 pay-per-click (PPC)
 search engine optimization (SEO)

For mobile marketing to be effective, you need to curate a cohesive experience that customers
expect — and that can be a real challenge as you work to acquire, engage and retain users across
a multitude of platforms.

68 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Mobile marketing can do wonders for driving brand value and demand for your products or
services by leveraging mobile devices to connect with more consumers in real time at any point
in the customer lifecycle.

Mobile is also growing steadily. According to eMarketer, mobile versus desktop usage stats in
the United States in 2018 show that the mobile-only audience will grow to 55.7 million (nearly
19%) by 2022, and Adweek estimates that 79% of smartphone users have their phones on or near
them all but two hours a day.

Today, there are more mobile devices in the world (8.7 billion) than people (7.1 billion), due
largely in part to our voracious appetite for new technology. UN data analysts have found that in
the US, 71.5% of citizens over the age of 13 have a smartphone, and 66.5% have smartphones
globally. To harness the growing power of mobile marketing, you must focus on creating a
seamless experience that your audience expects.

10 types of mobile marketing strategies.

Unique marketing options on mobile include the following:

 App-based marketing. Use a marketing funnel to persuade potential customers to

acquire your app, then activate it and retain it. A good onboarding flow will encourage
users to discover the functionality of their app promptly.
 Social media marketing. Drive traffic with organic and paid ads that appear on mobile
social feeds. Facebook, Twitter and Instagram often boast the largest user bases.
 Location-based marketing. Mobile marketers can create ads that appear on mobile
devices based on a user’s location. For example, some advertisers may only want mobile
ads to appear when users are within a one-mile radius of their business.
 Mobile search ads. Search engines often offer specific ad types built for mobile. These
can create unique benefits to offer an improved user experience, such as click-to-call
functions or instant directions.
 SMS. Text a user’s phone number with specific offers or notifications of upcoming deals.
 QR codes. A cost-effective way to leverage mobile marketing to drive customer
engagement and retention. With QR codes you can view a website or landing page, a
social media profile, dial a phone number, send an email or view a special offer.
 In-game. Game players will see ads as pop-ups or full screens.
 Voice marketing. Automated phone calls to customer mobiles.
 Mobile wallets. Offers can be sent to apps such as Apple’s Wallet, meaning customers
don’t have to worry about printing them off, and making it more likely they will be used.

69 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
  Augmented reality. Lots of potential, although still underused by many firms. Gucci, for
example, allows you to use its app to overlay a pair of new shoes on to your own feet.

Mobile Inventory/channels

Data is the most crucial aspect when it comes to managing businesses and large industries. There
is an ever-growing need for keeping track of customers’ experiences and feedback. In such
times, a fast and efficient inventory system will prove to be beneficial. This helps you in
maintaining a record of what are your best and worst selling dishes and many more. In this
guide, we are going to discuss why you need a mobile inventory management system and what
are its advantages.

The mobile inventory system is relatively new as compared to other methods of inventory
management. Users are still slowly becoming familiar with these systems but are likely to need
some guidance along the way. Currently, mobile inventory systems are a need for every business
that requires higher efficiency.

As the other methods of inventory management are becoming obsolete with the advent of
technology in every field, mobile and mobile-based service software are getting more relevant.
In the next section, we will discuss the various benefits of using mobile inventory management
systems.

Benefits of Mobile Inventory Management System

1. Lowers Hardware Cost

Your mobile inventory system helps your business save a lot of costs spent in buying the
hardware for entering and storing all your inventories. Having a mobile inventory enables the
company to download a specific software in each employee’s cell phones for managing the
inventory and updating it remotely. This not only helps in saving a lot of cost but also increases
the efficiency of your work as it’s easier for your employees to update it from anywhere at any
point of time.

The apps dedicated to inventory management have a very simple user interface and can be
downloaded by the employees easily, which ultimately results in saving a lot of hardware costs.
inresto’s restaurant supply chain management tool is one such technology. With this tool, you
can easily track your inventory and ensure you manage your inventory across multiple locations
efficiently.

2. Helps you Stay Relevant

Slowly, technology is becoming an integral part of different businesses and corporate houses to
support the ever-changing needs of consumers all over the world. It is really important to sync

70 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
yourself with the changes happening around. Industries at present need dynamic solutions to the
different aspects of everyday management and its working.

In inventory management, you need a quick solution that saves a lot of time, is highly effective
and efficient, totally foolproof, and runs smoothly. So, the mobile inventory management system
is the perfect option as it ticks all the above-mentioned boxes and helps you stay relevant to your
customers and crush your competition.

3. Saves Time

The old methods of inventory management are very time consuming as compared to the present
ones. In old methods, you need to purchase dedicated software and hardware to get the updated
technology and even require to mobilize and train your employees to work on this system. As
employees were not familiar with the older system, the chances of human error were also high.

The mobile inventory system is easy to use compared to the older system of inventory
management as most of the employees are familiar with the mobile devices and can simply
operate the easy-to-use inventory apps on their respective devices. The apps can be installed in
the devices/ mobile phones of the staff and the work can be done effortlessly, that saves a lot of
time and energy.

4. Improves Productivity

Adopting a mobile inventory system can create wonders for you by increasing your productivity
significantly in a very short span of time. Usually, all your staff would carry their mobile phones
with them, and as a result, the inventory can be filled and updated from any location quickly and
directly.

The staff can also update the inventory from their respective fields and make the process easy
and simple. Likewise, all the staff will be updated constantly about every aspect of inventory and
will be able to access data at the click of a button. Hence, this will help the management to easily
access and analyze the data and give you an upper hand over your competitors.

5. Cloud Storage

One of the major problems of keeping an inventory management system is the storage of data. In
inventory management, when we need to keep a track of day-to-day affairs, the accumulated
data, over a while, becomes large and difficult to store. With traditional inventory systems, the
chances of it being lost in the storage or getting damaged are also high.

Using mobile inventory systems make it easy to store data by providing online cloud storage
support. With this cloud storage facility, you can save hardware cost, access data remotely, and
ensure high data security and integrity with very few chances of losing data.

Location based

71 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Location-based marketing (LMS) is a direct marketing strategy that uses a mobile device's
location to alert the device's owner about an offering from a near-by business.

Typically, location-based alerts are delivered to smartphones through SMS text messages. An
alert may include information about a local business' deal of the day or include a purchasing
incentive, such as a discount coupon code.

Location-based marketing requires the end user to opt-in. The opt-in process usually takes place
when the end user downloads a mobile app and responds "ok" to the app's request to use the
device's current location. The technology behind LMS takes advantage of geofencing, a software
feature that uses triggers to send alerts when a device crosses a pre-defined geographic boundary.
The goal of LMS, as with any mobile marketing initiative, is to capture the end user's attention
and turn him into a customer.

Proponents applaud location-based advertising as a way to bridge the gap between online and
physical customer experiences and promote impulse purchases. Skeptics question whether LBM
will cause consumer burn-out and violate consumer privacy if the data that's gathered through
LBM is not used, shared, protected and stored properly. Companies engaging in LBM should
take measures to ensure customer privacy through stringent opt-in policies and security
safeguards.

Context based
Context marketing is the process of delivering marketing content — such as blog posts, offers,
emails, and advertisements — to customers at a specific point in their buyer’s journey. Timing
and specificity is critical for context marketing to work.

The best marketers leverage context about their audience, leads, and customers in their content
marketing. They create audience profiles and buyer personas and use that information to create
more effective marketing and advertising campaigns.

A marketer using context would know more about a lead than her first name. They might also
know what industry she works in, what kind of content she likes best, through which channel she
prefers to consume content, whether she's currently using another solution to meet her needs, and
whether her company has budget at this time of year.

As a marketer, if you were asked to "market" to someone, and all you were given was a first
name and the type of company your lead works at, wouldn't your first question be ... what else do
we know about her? Probably, if you want to do your job way better.

That's the idea behind context marketing: Using what you know about your contacts to provide
supremely relevant, targeted, and personalized marketing.

Coupons and offers

72 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
The mobile phone is an ideal medium for communicating promotions to targeted consumers.

Advertisers are increasingly launching campaigns that include mobile coupons, driving retail
traffic and increasing sales. Mobile phones are always with the consumer at checkout.

For that reason, mobile coupon redemption rates today exceed print coupon redemption -- on
average 5 percent to 6 percent versus paper’s 2 percent.

Effective approaches to mobile coupons

Mobile couponing takes many forms, each with strengths and limitations.

In most cases, a mobile coupon itself is not an actual coupon, but rather a promotional
communication displayed on the consumer’s mobile device. Mobile coupon types range from:

 A simple text message alert offering discounts and promotions

 A uniquely coded offer that requires validation at point of sale
 An alert containing a link to an advertiser’s promotional offer
 A mobile coupon tied to a retailer’s loyalty program

Beyond the limits of text-based coupons

The problem with text-based mobile coupons: They contain just that -- only text.

Moreover, wireless carriers limit the size of each text message to 160 characters -- actually less
given characters required for disclaimers.

Furthermore, a text message cannot accommodate UCC and EAN bar codes, nor contain a
unique or impactful image.

MMS-based mobile coupons

In contrast, mobile alerts can be delivered to consumers via an MMS (Multimedia Messaging
Service), which can contain multimedia objects such as images, audio, video and rich text.

While more graphical than plain text, an MMS transmission is much more expensive to deliver
than text messages. (Imagine a 50-cent coupon that costs 20 cents for the advertiser to send and
10 cents for the consumer to receive.)

An MMS can include images of UPC bar codes, but those images cannot be accurately scanned
by most point-of-sale scanning devices, preventing tracking and measurement.

Mobile Apps

73 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
A mobile app is a software application developed specifically for use on small, wireless
computing devices, such as smartphones and tablets, rather than desktop or laptop
computers

Three Types of Apps: Native, Hybrid, and Web

Native Mobile Apps:

Native mobile apps are designed to be “native” to one platform, whether it’s Apple iOS,
Google’s Android, or Windows Phone. The native platform can be advantageous because it tends
to optimize the user experience. Because it was developed specifically for the platform, it can
operate more quickly and intuitively.

Hybrid Mobile Apps:

These apps can be installed on devices just like native apps, but they run through web browsers.
All hybrid apps are developed through the HTML5 programming language. Though hybrid apps
are not as fast or reliable as native apps, they have a greater capacity for streamlining the
development process. Because you don’t have to build and maintain apps for separate platforms,
your business can save on time and resources. It’s ideal for apps that primarily deliver content.

Web Apps:

Responsive websites switch to a different design when they are accessed from a mobile device.
Adaptive web applications, on the other hand, scale to fit the different screen sizes of mobile
devices. For these apps, the design doesn’t change. Web apps are built using the most popular
programming languages, but they can’t use hardware on mobile devices or be sold in any app
store.

Mobile Commerce
M-Commerce, short for Mobile Commerce, is a branch of commerce that deals with the digital
transactions made from the smartphone. It doesn’t require physical contact between two people
for sending or receiving the money.

74 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
In other words, we can say that M-commerce (mobile commerce) is the buying and selling of
goods and services through wireless handheld devices such as smartphones and tablets. As a
form of e-commerce, m-commerce enables users to access online shopping platforms without
needing to use a desktop computer.

Examples of M-commerce –

 In-app purchasing

 Mobile banking

 Virtual marketplace apps like the Amazon mobile app or a digital wallet such as Apple
Pay, Android Pay, and Samsung Pay.

 Mobile ticketing

Types of M-Commerce

M-commerce can be categorized by function as either mobile shopping, mobile banking or

mobile payments. Mobile shopping allows for a customer to purchase a product from a mobile
device, using an application such as Amazon, or over a web app.

A subcategory of mobile shopping is app commerce, which is a transaction that takes place over
a native app. Mobile banking includes any handheld technology that enables customers to
conduct transactions.

This is typically done through a secure, dedicated app provided by the banking institution.
Mobile payments enable users to buy products using a mobile device. Digital wallets, such as
Apple Pay, allow a customer to buy a product without needing to swipe a card or pay with
physical cash.

M-Commerce is a vast field which doesn’t end at buying a commodity online- it includes all the
behaviors related to checking any stuff online from your smartphone.

The different types of Mobile Commerce are-

1. Browsing for stuff online on your mobile – This type deals with surfing for stuff online like
looking for Groceries, Daily essentials, and electronics. We’re talking about dedicated apps,
optimized websites, or even social media platforms like Facebook or Instagram that allow in-app
purchases or linking to online stores.

2. Purchasing app-delivery stuff (Food delivery or e-commerce apps) – This type deals with
the services related to ordering things like food, cab pickup, and others.

3. Mobile banking – Mobile banking is the method that involves accessing the features of the
bank using online methods. The transactions are made from specific apps designed by

75 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
apps, though some financial services companies are now experimenting with chatbots or
messaging apps to deliver customer service.

4. Mobile App payments(Google Pay or PayPal) – This type primarily focuses on making
payment transactions through apps. The user is required to register their credit or debit card and
then use it whenever they want.

5. Purchasing or renting digital content (Netflix, Spotify, etc) on a mobile device – This
involves buying or renting online services like Music Streaming, Video Streaming, or
commodity-based on a rent basis.

6. Mobile person-to-person payments(Venmo or Xoom) – This type involves sending money

from one person to another, be it for buying stuff or sending it to someone in need. This type of
transaction can be made by sending money to someone’s number or to their bank account
directly.

SMS Campaigns
SMS Marketing is sending promotional campaigns or transactional messages for marketing
purposes using text messages (SMS). These messages are mostly meant to communicate time-
sensitive offers, updates, and alerts to people who have consented to receive these messages from
your business.

The rules and best practices for SMS marketing

Make sure your contacts have opted in to SMS

Text messaging is a very effective and direct line of communication to the customer. But, there
are many rules that you should consider when planning your SMS marketing strategy. The first,
and most important of these is receiving permission from your contacts to send them SMS
messages.

SMS has an extremely high open rate, but this won’t help you if you’re sending messages to
people who don’t want them. Not to mention opt-in is required in most countries.

Be mindful of the timing of your messages.

Unlike email, which is only checked a few times daily (at most), people open text messages
almost immediately. This is great for urgent messages, but you don’t want to abuse this power by
disturbing contacts at odd hours in the day.

Would you want to run out and use a coupon that just woke you up at 2 AM on a Wednesday
night? Didn’t think so.

Some countries even have laws about when you can send marketing text messages (e.g. France
does not allow SMS marketing on Sundays, holidays, or anytime after 10 PM).

76 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Include your company’s name in your messages.

When sending bulk SMS messages, most providers send them through a shortcode, which means
your contacts won’t know it is coming from you. That is why you have to let your contacts know
who is sending the message in the first place.

You don’t want to send a promotional coupon to customers and not have them know where to
go, right?

Use SMS to complement the rest of your digital marketing strategy

The beauty of digital marketing is that there are so many channels that you can use to interact
with your customers. All of these channels tie together to create a marketing communication
system that enables businesses to build relationships with customers and leads at great scale.

SMS and email marketing are two channels that are very complementary. You can create
campaigns through both channels, using email for including more detailed information and SMS
to communicate more time-sensitive or urgent information.

Why is SMS marketing effective?

SMS is one of the most useful marketing channels at your disposal for several reasons:

 Ubiquity of Smartphones: With 81% of adults in the US owning a smartphone in 2019,

SMS is an excellent way to these reach customers directly. By including a link in this
text, you can drive engagement with your business online.

 Closes the Email Marketing Loop: Although email and SMS marketing have many
similarities in their strategy implementation, they work best in tandem. As mentioned
earlier, you can use SMS to send instant notifications, while email contains more long-
form content.

 High Engagement Rates: SMS engagement rates are astronomical compared to email,
with 90% of SMS messages read within 3 minutes of receiving them. This makes SMS
very helpful in delivering critical information with a high success rate.

 Great for Emerging Markets: If your business is trying to operate in countries where
data is expensive and wi-fi is less common, SMS is a much better channel to
communicate information.

Profiling and targeting

Connected media consumption, brand usage, attitude and lifestyle data for intelligent consumer
profiling and targeting.

Profiling

77 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Consumer profiling (also referred to as "customer profiling") is the only way to gather the
insights needed to identify, segment and define your target audience. Going far beyond basic
demographics, it means getting as close to your consumer as possible, so you can reach them the
right way.

Ways to Understand Customers

Affinity Profiling

Through this method, you study the buying habits of people in order to determine what kinds of
products a particular customer requires. Thus, if you come across someone who buys lots of
books, literature, and stationery, there is a good chance that they are in the teaching business and
perhaps may be interested in buying more educational products.

Demographic Profiling

Business experts emphasize using a demographic profile to understand what kind of products
click with a particular customer. Through demographic profiling, you can look into various
details such as geographical location, marital status, and educational qualifications of a person to
figure it what you can sell to them.

For instance, a man who has children and an impressive salary may be more interested in buying
an overseas vacation package than a single man who is barely able to manage his daily expenses.

Psychological Profiling

Psychological profiling can be used to tell a lot about a person by understanding their
psychological motivations. For example, when you see a person driving a BMW and wearing
designer clothes, it’s easy to guess that they love status symbols. Obviously, if you are selling an
Armani watch, they would be a person who would want to buy it.

Lifestyle Coding

Lifestyle coding helps you to understand the way a person leads their life by looking at their
hobbies and habits. For instance, if you come across a person who loves racing, they are also
likely to be interested in vintage cars and stylish car accessories.

Cluster Coding

Class and social activities are closely linked, and a person who earns a very good salary and
works for a multinational company is likely to be interested in formal clothes, laptop computers,
PDAs and cell phones. Cluster coding helps you to understand what class a person belongs to
and how it affects their lifestyle and preferences.

78 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Targeting, also known as multisegment marketing, is a marketing strategy that involves
identifying specific personas or markets for specific content. Companies use target marketing to
learn more about their consumers and thus create advertisements for specified groups to
maximize response

Targeting

Targeting, also known as multisegment marketing, is a marketing strategy that involves

identifying specific personas or markets for specific content. Companies use target marketing to
learn more about their consumers and thus create advertisements for specified groups to
maximize response

3 Types of Targeting

Demographic Targeting. Demographics means information about a population. ...

Geographic Targeting. Location is as important in business as it is in real estate. ...

Psychological and Behavioral Targeting.

79 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 UNIT – IV

Social Media Marketing

Social media marketing (SMM) (also known as digital marketing and e-marketing) is the use of
social media—the platforms on which users build social networks and share information—to
build a company's brand, increase sales, and drive website traffic. In addition to providing
companies with a way to engage with existing customers and reach new ones, social media
marketing (SMM) has purpose-built data analytics that allow marketers to track the success of
their efforts and identify even more ways to engage.

Social Media Marketing So Powerful

The power of social media marketing (SMM) is driven by the unparalleled capacity of social
media in three core marketing areas: connection, interaction, and customer data.

Connection: Not only does social media enable businesses to connect with customers in ways
that were previously impossible, but there is also an extraordinary range of avenues to connect
with target audiences—from content platforms (like YouTube) and social sites (like Facebook)
to microblogging services (like Twitter).

Interaction: The dynamic nature of the interaction on social media—whether direct

communication or passive “liking”—enables businesses to leverage free advertising
opportunities from eWOM (electronic word-of-mouth) recommendations between existing and
potential customers. Not only is the positive contagion effect from eWOM a valuable driver of
consumer decisions, but the fact that these interactions happen on the social network makes them
measurable. For example, businesses can measure their “social equity”—a term for the return on
investment (ROI) from their social media marketing (SMM) campaigns.

Customer Data: A well-designed social media marketing (SMM) plan delivers another
invaluable resource to boost marketing outcomes: customer data. Rather than being
overwhelmed by the 3Vs of big data (volume, variety, and velocity), SMM tools have the
capacity not only to extract customer data but also to turn this gold into actionable market
analysis—or even to use the data to crowd source new strategies.

80 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
SMM Action Plan: The more targeted your social media marketing (SMM) strategy is, the more
effective it will be. Hootsuite, a leading software provider in the social media management
space, recommends the following action plan to build an SMM campaign that has an execution
framework as well as performance metrics:5

 Align SMM goals to clear business objectives

 Learn your target customer (age, location, income, job title, industry, interests)

 Conduct a competitive analysis on your competition (successes and failures)

 Audit your current SMM (successes and failures)

 Create a calendar for SMM content delivery

 Create best-in-class content

 Track performance and adjust SMM strategy as needed

Customer Relationship Management (CRM): Compared to traditional marketing, social media

marketing has several distinct advantages, including the fact that SMM has two kinds of
interaction that enable targeted customer relationship management (CRM) tools: both customer-
to-customer and firm-to-customer. In other words, while traditional marketing tracks customer
value primarily by capturing purchase activity, SMM can track customer value both directly
(through purchases) and indirectly (through product referrals).

Shareable Content: Businesses can also convert the amplified interconnectedness of SMM into
the creation of "sticky" content, the marketing term for attractive content that engages customers
at first glance, gets them to purchase products, and then makes them want to share the content.
This kind of word-of-mouth advertising not only reaches an otherwise inaccessible audience, but
also carries the implicit endorsement of someone the recipient knows and trusts—which makes
the creation of shareable content one of the most important ways that social media marketing
drives growth.

Earned Media: Social media marketing (SMM) is also the most efficient way for a business to
reap the benefits of another kind of earned media (a term for brand exposure from any method
other than paid advertising): customer-created product reviews and recommendations.

Viral Marketing: Another SMM strategy that relies on the audience to generate the message
is viral marketing, a sales technique that attempts to trigger the rapid spread of word-of-mouth
product information. Once a marketing message is being shared with the general public far
beyond the original target audience, it is considered viral—a very simple and inexpensive way to
promote sales.6

81 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Customer Segmentation: Because customer segmentation is much more refined on social
media marketing (SMM) than on traditional marketing channels, companies can ensure they
focus their marketing resources on their exact target audiences.

Social Media Channels

There are social media channels that reach nearly half of the earth’s population. And there are
others with much smaller, but more targeted audiences like Twitter, Flipboard and BizSugar.
Granted 321 million users is not small (Twitter), but compared to other social media platforms
such as Facebook and Instagram, it is. Each business must choose the social media marketing
mix that works best for their specific needs and target customers. However, businesses must start
with understanding of the options available amongst the social media platforms in the market.

The Ultimate Guide to Social Media Channels

1. Facebook

With more than 2.7 billion users worldwide, Facebook is pretty much a must when it comes to
social media marketing channels. The site is popular with everyone from teens to grandparents.
Businesses can sign up for business pages, create groups, and even host events. The site also
offers extra features ranging from targeted advertising to live broadcasting to increase your
social media marketing.

2. Instagram

A visually-oriented social media platform, Instagram is mainly used as a mobile app. It lets users
post photos, short videos, live streams, and stories that disappear at the end of each day. The app
has more than a billion active users. Its user base is a bit younger than that of Facebook.
However, as social media platforms go, the value of influencer marketing is much higher on this
channel. With influencers on Instagram, you can target your audience with the right type of
content.

3. YouTube

If you create video content for your business, then you probably already use YouTube. You can
upload your own videos, share them on other sites, create playlists and even interact with other
users on the video social media platform. YouTube has more than 2 billion monthly logged-in
users. Even more view videos without an account. With a wide and varied user base, businesses
posting useful video content like how-to’s or demonstrations can utilize YouTube as part of their
social media marketing strategy.

4. LinkedIn

82 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
The most popular business-oriented social networking site, LinkedIn is great for entrepreneurs
looking to boost their professional networks or reach out to B2B clients. The site offers general
posts, long-form content, and even job listings. With 706+ million users, LinkedIn can be useful
for growing your network, hiring, or sharing expertise with other professionals. LinkedIn is
especially helpful for startups looking for brand recognition as part of their marketing efforts.
Whether it is to attract investment or talent, a startup can do both with the right content on this
social media platform.

5. Pinterest

Pinterest is part social media site, part creative search engine. It allows users to create different
boards where they can save photos and content from a variety of sources. So businesses can use
it to post products, blog posts and a variety of other content. There are more than 400 million
active users, many of whom are young people and women. Fashion, home decor, food, and DIY
brands may find the platform especially powerful. If the content of your marketing is visually
driven, Pinterest is a great option.

6. Twitter

Twitter is a microblogging social media site that allows users to post short messages, photos,
links and other types of media. There are more than 330 million active users. Males and those
between 35 and 65 are most active. Since it’s not as visual as many other social sites, Twitter is
often best for those who share information, like news outlets or B2B businesses. Twitter is a
great social media platform for starting conversations, but you have to be in the right
demographic to capitalize on it.

7. Tumblr

Tumblr is an interesting addition to the world of social media platforms. It’s sort of a mix
between a social media site and blogging platform. You can post photos, videos, text posts and
even re-post or like content from other users. It has lost some popularity in recent years.
However, it still has about 400 million monthly visits. It’s especially popular with young, trendy
audiences. Tumblr has changed dramatically since its early days, but with the right marketing
and content you can reach a very specific audience.

8. Snapchat

Known mainly for being popular with a young audience, Snapchat has about 360 million users
each month. You can share photos, short videos or text messages with other users. That content
is only viewable for 24 hours. The mobile social media platform can be useful for raising brand
awareness among teens as part of your marketing campaign. As marketing on social media
platforms goes, make sure to view the site and the content before you invest in ads.

9. TikTok

83 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
TikTok is a relatively new social network that specializes in short, viral videos. Again, it’s
mainly popular with a young audience. However some of the videos get shared on other sites as
well. The app gets about 800 million visitors a month. As a result, it can be a useful part of a
social media marketing strategy for creative brands that want content to reach young viewers.

10. Flickr

A social photo sharing site, Flickr has lost some of its user base in recent years. However, the
site still has about 90 million users a month. It lets you upload photos and videos, sort them into
albums and even interact with other users in groups or comments. Photography businesses might
use it as part of their social media strategy to get more people interested in their photos.

Leveraging Social media for brand conversations and buzz

Leveraging social media allows brands to use the power of social networking sites to reach
their customers better. This approach helps companies be a part of the online conversation and
engage and inform consumers.

5 Ways to Leverage Social Media to Build Brand Loyalty

1. Have a Social Media Strategy. ...

2. Find Your Social Media "Voice" ...

3. Respond and Reward Your Followers on Social Media. ...

4. Create a Community on Social Media. ...

5. Stay Focused on Customer Service on Social Media.

Utilizing social media influencers for promoting your brand is an effective way of creating
social media buzz for brands and businesses. This is one of the easiest and effective ways of
promoting your brand to get thousands of views instantly.

Brand Buzz manufactures, sells, and distributes household consumer goods in partnership
with The Clorox Company. Working with brands such as Clorox, Glad, Kingsford, Formula
409, S.O.S and Pine-Sol, we can provide value to our customers through the brands they know
and trust.

Examples of buzz marketing include companies creating online videos, centered around
something humorous, controversial, unusual or outrageous. In doing this, they hope to cause
a sensation and get people talking about the video, sharing it via social media and driving up
views on websites such as YouTube

Successful /benchmark Social media campaigns

84 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
A social media benchmark is a single metric that averages the performance of all brands in an
industry. It acts as a yardstick to gauge your own performance.

The top line performance of a brand’s social media efforts can be measured through a social
network’s inbuilt analytics. However, brands and agencies do not have ready access to
competitor’s data. Without spending days of effort, there is no way of even approximating how a
competitive brand is performing on social media.

To start off, brands need a tool, or a suite of tools, to comprehensively analyze their own
performance. Though social networks have started strengthening their analytical capabilities,
there are still plenty of limitations with overly simplistic numbers.

Key metrics to be considering for benchmarking include share of voice, mentions, sentiment,
campaign performance and factors such as demographics, and influencers to personalize content
and get a pulse of your market. Only the more advanced analytical suites can offer these
benchmarks.

Once brands have a thorough understanding of their own social media efforts, it’s time to bring
competitive intelligence into the picture. Benchmarking social media efforts could get as
granular as pitting a specific metric against one particular brand or as broad as comparing overall
performance through an industry-wide average.

Need of Benchmarking

Benchmarking is essential to contextually recognize the performance of any efforts. In simple

terms, to understand how well you are doing, it is important to compare with peers.

You might have received more interactions on a piece of content than normal or more views than
ever before on a video you uploaded to YouTube. Before you go ahead and give yourself that
proverbial pat on the back, you need to take a step back and ask yourself, “is that good?”. By
your own standards it might be good (this is internal benchmarking) but by throwing the net out
to cover your direct competitors or even the wider industry, you get a better picture of what
‘good’ is and where you fit on that scale.

Without benchmarking your social media efforts, it is impossible to understand where you stand
in the market.

Top level management isn’t simply interested in knowing how your end of season sale
performed, they want to know how it did in comparison to “other” brands. If you made more
money than the previous year that is obviously good, but if your competitors were able to
increase their sales by an even larger percentage it puts your efforts in perspective. Whether it is
for reporting or internal assessment, benchmarks are essential to justify any analysis.

Engagement Marketing

85 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Engagement marketing is the strategy and content required to create meaningful customer
interactions and build brand loyalty. It’s a cross-channel, inbound marketing approach that
includes:

 Email marketing

 Content marketing

 Social media marketing

 Marketing automation

When you implement engagement marketing, you create worthwhile interactions with people.
Imagine a great piece of content, designed to make a tricky decision easier for a consumer, or a
well-timed email checking in with someone after they’ve recently made a purchase. These can
help build a personal rapport between brand and customer.

To do it, marketers use data to build a better impression of who their customers are and their
behavior. This not only creates more personalized interactions but brings the added benefit of
moving customers along the sales funnel quicker through targeted, strategic user experiences.

Engagement marketing strategies work for business.

The most successful companies succeed because they excel during each stage of the customer
lifecycle. This means:

✓ Acquiring new buyers

✓ Growing their lifetime value

✓ Converting buyers into advocates

Today, it's on marketers to become stewards of the customer journey and to build bonds with
customers wherever they are. Whether that means engaging on social media, presenting a unified
experience across devices, or personalizing content and communications.

A successful engagement marketing program can be extremely effective in spreading brand

awareness for a much lower cost than traditional advertising. For example, a well curated and
targeted content marketing strategy can put your business in the powerful position of being a
thought leader, building trust and brand preference as you help buyers educate themselves on
future purchases.

Customer engagement is important

86 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Customer engagement benefits buyers and suppliers alike by increasing close rates while
meeting current B2B customer expectations. Keep customers engaged throughout their purchase
journey to develop customer loyalty and collect valuable customer information.

More customer interactions lead buyers to find your brand more valuable and provide you with
customer insights. Those customer insights can inform marketing decisions such as retargeting
and content development, as well as sales processes such as messaging and outreach methods.

Customer engagement:

 Boosts brand experience

 Increases customer loyalty and trust

 Provides valuable customer feedback and insight

 Improves customer experience

 Increases sales funnel velocity

Building Customer relationships

It was George Farris who said; “Conversation with customers will increase sales, even if the
product or service is never mentioned.” — and we have to agree.

Because every time you, a representative of your company, or your team speak to or advertise to
a customer; you’re communicating with them. Which is why it’s important to ensure that the
messages you send out, from your marketing collateral down to how your customer care team
speaks to people, are right for your brand.

Because communication is what establishes how the customer experience goes.

The best way to initially build customer relationships

Ensure your message is clear and consistent

Often, the first element a customer will see of your brand is your branding. Which is why it’s
important to ensure that the “who, what, and why” of what your company does, is clear from the
start.

But, perhaps more importantly than that: your brand needs to be consistent across the various
customer touch points.

This means that whether a customer gets in touch with you via phone, email, post, or carrier
pigeon, how they are communicated with must be consistent. Because if a brand can’t build a

87 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
consistent identity, customers may assume that the brand itself isn’t consistent, and therefore, not
reliable.

Communicate well and communicate often

Relationships aren’t something which can be built and ignored, they require time and effort to
maintain—and the same is true for the relationship between a company and its customers.

Ensuring that your team communicates regularly on platforms that are relevant to your customers
is one way to do this. Whether that’s by responding to emails, answering queries, or replying to
comments on social media, keeping those communication channels open and active can make a
world of difference with how your customers engage with you and your ability to build valuable
relationships with them.

Top tips for building customer relationships

 Do the unexpected.

 Communicate with customers.

 Invest in software to simplify the process for you.

 Reward customer loyalty.

 Keep customers informed.

 Make sure you’re adding value.

 And always, ALWAYS under-promise and over-deliver!

Creating Loyalty drivers

It is very important for an organization to identify the factors and facets which drive customer
loyalty. These factors help the organization to manage customer loyalty in a better and efficient
way. Following are the drivers of customer loyalty:

1.Attitude: A customer to bear on his loyalty can have following types of attitude:

a. Emotional and sentimental- Some customers stick to a particular supplier due to the
emotional and sentimental attachments with that supplier. This attachment may be due to
the physical location of the supplier, product pattern provided by the supplier that exactly
suits customer or may be due to the esteemed assistance and services provided by him.
This type of bonding enhances customer loyalty and it is very difficult to break this
bonding under any circumstances.

88 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 b. Rational Type- Such type of customer makes purchase decision rationally. Before
making any purchase they evaluate the suppliers and assess the profitability criteria.

c. Entrepreneur Type- These types of customers have a habit to try new options. Their
decision to choose supplier is normally irrational and can change their loyalty to other
suppliers even if they are satisfied with existing customers. It’s difficult for the supplier
to retain or manage these types of customers as no situation could bind them.

2. Product and services: Following are the important aspects of product and services that
could substantially help in retaining loyalty of customers.

a. Differentiated Products and Services- Differentiation in products and services help

the organization to reduce competition in market and have substantial influence on
customers’ mindset.

b. Multiple Products for the same customer- By manufacturing multiple products for
the same customer enhances the relationship with customer which increases loyalty. If
the customer is loyal towards any one brand then there are good chances to retain his
loyalty for whole range of brands.

c. High Service Component- The products having a high service component captures
more customer loyalty. This is because the customer does not want to experiment with
other products provided by different supplier. Hence they become loyal to the existing
customer due to the provision of high service components.

3. Technology: The technological aspects of product manufactured by the supplier plays a vital
role in customer loyalty. The more products are technologically sound, more is the loyalty.

4. Human Resources: Organizational human resource plays a vital role in marketing segments
where customer comes in direct contact. In some consumer sectors like household and
automobiles, the customer gets a chance to evaluate capability of organizational human
assets. If the customer evaluates these human assets as useful and is influenced by the aspects
then he develops a positive feeling against the supplier who posses these enhanced human
assets.

5. Supplier’s Culture: Supplier’s culture is most important driver of customer loyalty. In

consumer sector this culture means quality and in core sector it can be related to technology.
For example, in US ‘Friedrich’ has ranked with good quality, enhanced design and user
friendly features which have created brand loyalty. In Indian the supplier of almost all the
dairy product called ‘Amul’ has pursued customer loyalty because of their overall culture. In
core sector the image of the supplier is the biggest driver of loyalty. This image could add a
status symbol for most of the customers. ‘Mercedes’ automobiles and ‘RayBan’ sun-glasses

89 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 are example of this. The customers uses these products only for maintaining or enhancing
their lifestyle and always be loyal to them.

Influencer Marketing

Influencer marketing is a type of marketing that uses influencers to promote a brand to a larger
market. Influencers are opinion leaders with a social following base. They appear as experts or
trustworthy sources of information.

Influencer marketing is closely related to social media marketing, as most opinion leaders gather
their audience from social platforms. This channel gives you access to an enormous audience –
half of the global population uses social networks.

Better yet, influencer marketing enables you to reach people you can't attain through traditional
advertising. Two-thirds of consumers use ad blockers, but the same people willingly take advice
from influencers. 80% of users have purchased something based on an influencer’s
recommendation.

Brands that already employ influencer marketing have proven the effectiveness of this
channel. 89% of marketers say that ROI from influencer marketing is comparable to or better
than other marketing channels. It’s no wonder that 17% of companies spend over half of their
marketing budget on influencers.

So, influencer marketing is crucial in the age of social media and ad fatigue. This channel helps
build trust for your brand and drives impressive results. Now, let’s move on to the other benefits
influencer marketing provides.

Benefits of Influencer Marketing

Brand awareness growth

40% of marketers use influencer marketing to boost brand awareness, and this strategy works
great. Opinion leaders share your brand’s story, mission, and values with their follower base. It
automatically expands your outreach and positioning online.

Content strategy enrichment

Influencer marketing is a golden opportunity to liven up your social media posts. You can repost
the influencer’s content or encourage their followers to create user-generated content, as 24% of
brands do. You can also use blogger’s images for other marketing channels, such as targeted
advertising. To avoid problems with copyright, include it in the contract.

Quality lead generation

90 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
36% of brands use influencer marketing to generate leads. 72% of them believe that this channel
brings higher quality leads compared to other channels. People generally feel positive about the
brands their favorite blogger advertises. Better yet, some types of content, such as reviews,
attract warmer leads in the middle stages of the sales funnel.

Cost-effectiveness

Other marketing channels require regular influxes of cash from your budget. For instance, to
promote your brand through search engine marketing, you have to top-up your account on the
advertising platform. Otherwise, your ad disappears from the search engine results page.

A well-thought-out influencer marketing strategy can drive better results for lower fees or even
allow you to barter in the future. Another note on influencer marketing efficacy – on average,
brands make $5.20 for every $1 spent on this channel.

UNIT – V

Digital transformation

Digital transformation is the process of using digital technologies to create new — or modify
existing — business processes, culture, and customer experiences to meet changing business and
market requirements. This reimagining of business in the digital age is digital transformation.

It transcends traditional roles like sales, marketing, and customer service. Instead, digital
transformation begins and ends with how you think about, and engage with, customers. As we
move from paper to spreadsheets to smart applications for managing our business, we have the
chance to reimagine how we do business — how we engage our customers — with digital
technology on our side.

For small businesses just getting started, there’s no need to set up your business processes and
transform them later. You can future-proof your organization from the word go. Building a 21st-
century business on stickies and handwritten ledgers just isn’t sustainable. Thinking, planning,
and building digitally sets you up to be agile, flexible, and ready to grow.

As they embark on digital transformation, many companies are taking a step back to ask whether
they are really doing the right things. Read on for answers.

Digital transformation is changing the way business gets done and, in some cases, creating
entirely new classes of businesses. With digital transformation, companies are taking a step back
and revisiting everything they do, from internal systems to customer interactions both online and
in person. They’re asking big questions like “Can we change our processes in a way that will
enable better decision-making, game-changing efficiencies, or a better customer experience with
more personalization?”

91 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Now we’re firmly entrenched in the digital age, and businesses of all sorts are creating clever,
effective, and disruptive ways of leveraging technology. Netflix is a great example. It started out
as a mail order service and disrupted the brick-and-mortar video rental business. Then digital
innovations made wide-scale streaming video possible. Today, Netflix takes on traditional
broadcast and cable television networks and production studios all at once by offering a growing
library of on-demand content at ultracompetitive prices.

Channel Attribution

Multi-channel attribution describes the process of figuring out which avenues of marketing in
a customer journey ultimately lead to the conversion. Today's customers interact with
companies through a multitude of different touch points, including social media channels, search
engines and backlinks.

The immediate benefit gained through channels attribution is that marketers can understand
the performance of each campaign and their roles in customer journeys while they are
happing. This enables them to change the future course of action and take decisions that result in
better conversions and engagements.

Channel attribution models

The area of channel attribution modeling is still in the evolving stage and there are various
techniques that analysts utilize to arrive at the golden numbers. Here are some of the popular
techniques used:

 Last-click model: This is a single touch-point model where the credit for the purchase is
given to the online customer touch point from which the click-to-purchase occurred.

 First-click/First touch-point model: This is also a single touch-point model where the
credit for the sale is given to first identifiable click or ad impression/view recorded for a
customer.

 Average allocation model: This is the multi touch-point model where equal credit is
given to all the recorded touch-points.

 U-shape model: In this multi touch-point model higher credit is given to the touch-points
at the beginning and the end of the customer journey.

 Time decay model: In this model more credit is given to the touch-points at the end of the
customer path to purchase.

Analytics

In simple words, channel attribution analysis answers the most pertinent question that every
digital marketer has in his mind – “What part of my marketing efforts, should be credited for this

92 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
specific sale?” Hence, connecting marketing spends and efforts with the sales made, is marketing
attribution. Working out which channels of marketing contributed to what portion of the total
sales is channel attribution analysis.

Digital marketers invest time in channel attribution analysis

Advanced channel attribution analytics offers several advantages:

Optimize customer journey: By studying the marketing funnel and customer journey in great
detail and giving credit at the h2>marketers can get a better understanding of the customer
journey and optimize their media mix for better results.

Giving credit where it’s due: Attribution analytics provides transparency around introductory,
assisting, and converting channelsh2>opportunity to the marketers to allocate a fair share of
credit to each contributing channel based on their impact on the key conversion metric.

cost per acquisition: Channel attribution analytics can help marketers avoid wastage of media
impressions and boost h2>by investing in the right places and keeping the CPA under control.

Optimizing multi-channel media spends: The most important advantage of channel attribution
analytics is to identify the best h2>conversion and sales and investing more on those channels.
Digital marketers can get a clearer picture of what works and what doesn’t and then allocate their
marketing dollars for the best options.

Ad-words

AdWords is an advertising system Google developed to help businesses reach online target
markets through its search engine platform and partner sites. These partner sites host a text
or image ad that appears on the page after a user searches for keywords and phrases related to a
business and its products or services

Regardless of where you place your advertisement, successful ads contain five major parts.

 A Catchy Headline. The headline is a major aspect of an advertisement. ...

 An Effective Sub-headline. ...

 Selling the Benefits. ...

 Images and Packaging. ...

 Call-to-action.

The Components of an Advertisement

 The Headline. The Headline is the most read part of an advertisement. ...

93 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 The Sub-Headline. This is not always used in ads. ...
 Slogan. ...
 Body Copy. ...
 Visualization. ...
 Layout. ...
 Trademark.

Email
Email analytics is a method of tracking the way subscribers interact with your email campaigns.
You can gather and analyze data for each email campaign with the help of bulk email providers
and Google Analytics.

Email Analytics Metrics

 Email deliverability. It is the number of emails delivered to the recipients’ inboxes from
the total number of messages sent. This data depends on the authority of your email
service domain and your sender reputation.
 Open rate. It demonstrates the number of opened emails from the number of delivered.
Сreate intriguing subject lines relevant to the content of the email to encourage more
opens.
 Click-through rate. It indicates how many people clicked links in your email. Come up
with content relevant to your subscribers’ interests. Combine educational and
promotional materials to encourage visiting your website.
 Bounce rate. This metric indicates the number of emails that weren’t delivered. There
are two types of bounce: hard and soft. A hard bounce means that the recipient’s email
address or domain name is invalid. Use double opt-in and remove invalid addresses to

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 deal only with valid ones on your mailing list. A soft bounce means temporary issues like
the full inbox or maintenance of the recipient’s server.
 Unsubscribe rate. It shows how many users clicked the unsubscribe link to opt-out of
your email campaigns. An average unsubscribe rate is around 0,05%, so when it rises
above that level, check your email sending frequency, quality of content, or get your
emails more personalized.
 Conversion rate. This means the number of subscribers that converted into customers.
Though, any action may count as a conversion, for instance, a registration after clicking
the partner’s link in your email newsletter.

Mobile

Mobile analytics is the practice of collecting user behavior data, determining intent from those
metrics and taking action to drive retention, engagement, and conversion. The field includes the
mobile web, but tends to focus on analytics for native iOS and Android applications.

Mobile analytics tells a story about consumer behavior on mobile and how their experiences
with mobile apps and websites can be improved to generate greater revenue. Marketers can
use mobile analytics to determine the effectiveness of different campaign efforts on mobile
devices.

A mobile analytics tool stack may include:

 CRM or sales platform.

 Data management platform (DMP)

 Customer support platform.

 Content management system (CMS)

 Marketing automation platform.

 Advertising platforms.

 Product or app.

 Testing tool.

Social Media

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Social media analytics is the ability to gather and find meaning in data gathered from social
channels to support business decisions — and measure the performance of actions based on those
decisions through social media.

Social media analytics is broader than metrics such as likes, follows, retweets, previews, clicks,
and impressions gathered from individual channels. It also differs from reporting offered by
services that support marketing campaigns such as LinkedIn or Google Analytics.

Social media analytics uses specifically designed software platforms that work similarly to web
search tools. Data about keywords or topics is retrieved through search queries or web ‘crawlers’
that span channels. Fragments of text are returned, loaded into a database, categorized and
analyzed to derive meaningful insights.

Social media analytics includes the concept of social listening. Listening is monitoring social
channels for problems and opportunities. Social media analytics tools typically incorporate
listening into more comprehensive reporting that involves listening and performance analysis.

Social media analytics helps companies address these experiences and use them to:

 Spot trends related to offerings and brands

 Understand conversations — what is being said and how it is being received

 Derive customer sentiment towards products and services

 Gauge response to social media and other communications

 Identify high-value features for a product or service

 Uncover what competitors are saying and its effectiveness

 Map how third-party partners and channels may affect performance

These insights can be used to not only make tactical adjustments, like addressing an angry tweet,
they can help drive strategic decisions. In fact, IBM finds social media analytics is now “being
brought into the core discussions about how businesses develop their strategies.”

These strategies affect a range of business activity:

 Product development - Analyzing an aggregate of Facebook posts, tweets and Amazon

product reviews can deliver a clearer picture of customer pain points, shifting needs and
desired features. Trends can be identified and tracked to shape the management of
existing product lines as well as guide new product development.

 Customer experience - An IBM study discovered “organizations are evolving from

product-led to experience-led businesses.” Behavioral analysis can be applied across

96 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
 social channels to capitalize on micro-moments to delight customers and increase loyalty
and lifetime value.

 Branding - Social media may be the world’s largest focus group. Natural language
processing and sentiment analysis can continually monitor positive or negative
expectations to maintain brand health, refine positioning and develop new brand
attributes.

 Competitive Analysis - Understanding what competitors are doing and how customers
are responding is always critical. For example, a competitor may indicate that they are
foregoing a niche market, creating an opportunity. Or a spike in positive mentions for a
new product can alert organizations to market disruptors.

 Operational efficiency – Deep analysis of social media can help organizations improve
how they gauge demand. Retailers and others can use that information to manage
inventory and suppliers, reduce costs and optimize resources.

Web Analytics

Web analytics is the measurement, collection, analysis, and reporting of web data to understand
and optimize web usage.[1] Web analytics is not just a process for measuring web traffic but can
be used as a tool for business and market research and assess and improve website effectiveness.
Web analytics applications can also help companies measure the results of traditional print or
broadcast advertising campaigns. It can be used to estimate how traffic to a website changes after
launching a new advertising campaign. Web analytics provides information about the number of
visitors to a website and the number of page views, or create user behavior profiles. [2] It helps
gauge traffic and popularity trends, which is useful for market research.

Web analytics technologies

There are at least two categories of web analytics, off-site and on-site web analytics.

 Off-site web analytics refers to web measurement and analysis regardless of whether a
person owns or maintains a website. It includes the measurement of a
website's potential audience (opportunity), share of voice (visibility), and buzz
(comments) that is happening on the Internet as a whole.

 On-site web analytics, the more common of the two, measure a visitor's behavior
once on a specific website. This includes its drivers and conversions; for example, the
degree to which different landing pages are associated with online purchases. On-site
web analytics measures the performance of a specific website in a commercial context.
This data is typically compared against key performance indicators for performance and
is used to improve a website or marketing campaign's audience
response. Google Analytics and Adobe Analytics are the most widely used on-site web

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 analytics service; although new tools are emerging that provide additional layers of
information, including heat maps and session replay.

Changing your strategy based on analysis

The task of strategy analysis is to define future actions to satisfy the need for an enterprise and
identify the activities that are defined by those needs and solutions, as well. By performing
strategy analysis, business analysts define the context of requirements and designs of certain
changes.

Simultaneously with defining the business need, the business analyst should also work on
strategy analysis, so the stakeholders can have better information when deciding on addressing
that need. As it addresses the changes and needs, strategy analysis must be performed through
the entire project and any new information may require strategy adjustment.

The strategic analysis approach depends on the nature of the changes. If they are precisely
defined and bring predictable outcomes, the business analyst can plan a clear strategy in advance.
If the changes are unclear and with unpredictable outcomes, the strategy will need to be
developed by focusing on the risks, testing, and experimenting to reach the option that will
provide the best possible results.

Analyse Current State

The main elements of the task of analysing the current state are:

 Business needs;

 Organisational structure and culture;

 Capabilities and processes;

 Technology and infrastructure;

 Policies;

 Business architecture;

 Internal assets;

 External influencers.

Define Future State

The “Define Future State’ task is very complex and has several elements:

 Business goals and objectives;

98 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
  Scope of solution space;

 Constraints;

 Organisational structure and culture;

 Capabilities and processes;

 Technology and infrastructure;

 Policies;

 Business architecture;

 Internal assets;

 Identifying assumptions;
 Potential value.
Assess Risks

Risk assessment includes the following elements:

 Unknowns;

 Constraints, assumptions, and dependencies;

 Negative Impact to value;

 Risk tolerance;

 Recommendation.

Define Change Strategy

Several key elements are a part of defining the change strategy:

 Solution scope;

 Gap analysis;

 Enterprise readiness assessment;

 Change strategy;

 Transition states and release planning.

Conclusion – Strategy Analysis

99 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
Using strategy analysis, the business analyst can establish strategic needs and provide the
enterprise the means to satisfy those needs to meet business outcomes.

If wish to explore strategy analysis further then you may wish to check out the LinkedIn
Learning strategy analysis course by Laura Paton. In the course Laura covers:

 The basics of strategy analysis, including the value and concepts.

 Shows how to start performing Strategy Analysis with four key tasks, starting with analysing
the current state environment.
 Covers strategies to elicit information from stakeholders, conduct a gap analysis, and identify
risk.
 Explains the solution options and financial measures that you can use to assess the viability of
a proposed solution.
 Discusses techniques such as creating a business case to present your analysis to decision
makers.
Recent trends in Digital marketing

1. Short, DIY videos

Short videos emphasize the fast-paced way in which we consume content and highlights the need
for simple and succinct messages or engaging content that asks us to participate—whether it’s
learning a new dance, joining a challenge, or participating in surveys and polls.

The great thing about these short videos is that everyone has the ability to put together a quick
video that isn’t super polished through their phone. Not only that, but these short engaging video
content are candid, behind-the-scenes, DIY, real stories and have a more unpolished look are
what younger consumers want.

2. Tell a real story

Storytelling is always key for brand marketing. But when it comes to selling your product in the
modern landscape, consumers are tired of just hearing about how you, the brand, believe your
goods or services are better than the competition. They want to know how have you delivered on
your promises in a way that has lived up to their needs and expectations.

“Storytelling is the new way of marketing. It won’t sell directly, but it will make your customers
think, “Damn, maybe I should try this out.”

3. Focus on your audience

Over a year of lockdowns has seen social media users grow fatigued, anxious and sometimes
depressed by the constant barrage of content in their feeds. Some have even bitten the bullet and

100 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
deactivated their accounts. Those who remain on face the heavy stream of ads, campaigns and
news that flood their social feeds each day and to say it’s saturated would be an understatement.

Be mindful of just how many sales-y posts each person comes up against in a two-minute scroll,
and consider how and why yours would cut through the noise. Focus your strategy on engaging
with your existing audience and building your database, and you’ll find your messaging reaches
those who are most interested in what you do.

As the digital landscape keeps changing consumers are becoming increasingly selective about
the media they receive and consume, and as such their expectations are high—don’t be one of
the accounts that get unfollowed.

4. Privacy, transparency and trust-building

Digital advertising is in overload, and it’s making consumers ever more suspicious of the content
they’re targeted with. This is why, in 2022, digital marketers should be preparing for tighter privacy
restrictions that will alter the way they can track their users’ behavior.

Google actually announced its curtailing of third-party cookies by 2023. This means many marketers
and advertisers are going to need to reevaluate their strategies.

But this is not the end of data-driven content or marketing. It’s not even the end of targeted
advertising. If you’re looking for a positive spin to cast on this upheaval of digital marketing
monopolies as we know them, consider it this way: it’s the beginning of a new era of trust and
transparency between company and consumer. Communicate with customers about what data
you are collecting and for what reasons. Make it easy and accessible to opt-out at any point. And
don’t collect any data beyond what you need.

As we’ve already mentioned, consumers are more into “keeping it real” than ever before, if you
embrace this new direction of digital marketing it’s likely to produce great results for your
customer relationships.

5. Personalization

Personalization is going to play a big role in 2022. Rather than catch-all content that casts a wide
net in the hope that it appeals to as many people as it can, creating specific advertising that caters
to your audience will generate more fruitful results. But it’s not just the content you need to get
right. Making sure your audience receives those adverts at the right time and place is crucial to
engagement in an oversaturated landscape.

Taking the time to understand the platforms your audience uses, and how they use them, means
you can create personalized messaging based on each demographic. This will ensure your

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message reaches the right audience in the way that is most enticing to them will make your ad
spend go further, and could lead to increased customer loyalty.

6. Content segmentation

Segmentation has been around for a while, most will use them for segmenting customers, which
means to target customers with similar demographics, or shared interests. And it’s common
practice to have segmentations of forms of communications like e-newsletters, news and updates,
or offers and promotions.

But moving beyond the standard opt-in or -out marketing strategies, brands should be looking to
more detailed and considerate tagging of their email content that allows a user to actually opt-out
of receiving certain kinds of content.

A great example of content segmentation in action is Bloom and Wild, a flower company that
allows its customers to opt-out of content relating to sensitive occasions like Mother’s Day and
Father’s Day. And in 2019, they launched the Thoughtful Marketing Movement, which is
founded on the principle of “treating customers with the same care you would give your own
friends and family.”

7. Conversational marketing and quality interactions

Brands have been communicating with their customers for years, so conversational marketing
isn’t anything new. But with the rise of social media and chatbots, this kind of conversational
marketing is growing on an even larger scale and changing the landscape of how businesses have
interactions with their customers.

An increased interest in conversational marketing probably comes down to the shift in consumer
behaviors that have been rapidly advanced by technology in recent years—namely, the
expectation of instant and direct messaging in real-time, whether that’s with friends, colleagues,
or companies. And with chatbots playing a larger role, these conversations can happen on a
larger scale, faster and more seamlessly than ever before. With this comes large volumes of data
that helps to understand customers’ needs and expectations.

8. Artificial intelligence in digital marketing

In recent years, advancements in Artificial intelligence (AI) have led to more intuitive reporting,
automating general marketing tasks like monitoring site traffic and boosting search engine
optimization for organic reach. But rather than focusing on what we already gained from AI, it’s
time to look to the future and how it impacts digital marketing.

As AI technology advances so do its capabilities, moving from automated tasks and campaigns
to being able to predict what customers are likely to want next. AI has the ability to analyze more
data, more quickly, than we do as humans. For this reason, it’s able to take the large data set

102 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa
that’s there to analyze the purchase history and behavior of customers. Then, be able to suggest a
specific item or offer, or even a personalized advertisement.

Using AI to predict your customer’s next move means you can target them with the product or
service they need, right when they need it. This kind of targeting will lead to high conversion
rates and the sense that you understand your customers and their needs without being intrusive or
overwhelming them with irrelevant targeting.

9. NFTs and crypto in social media ecommerce

Even if you don’t invest in crypto yourself, the rise of online currencies and NFTs have been
near impossible to miss over the past few years. On the surface, it might not sound like a trend
that affects your marketing strategy—but that’s not the kind of passive thinking we’re here for in
2022!

With social platforms like Twitter taking steps to integrate cryptocurrency payments, and a rising
trend for display tools that showcase in-app NFT purchases, now is the time to consider how
your brand can jump on the bandwagon. Facebook is already promoting the use of NFT display
options and avatars and we expect to see more and more companies taking a step in this
direction.

The focus with NFTs and crypto currency is to think about how to sell the brand beyond
products and services, and potentially the brand itself and the ethos it carries.

103 Prepared by T. Venkata Ramana, Associate Professor, MCA Dept. SPIRTS College, Kadapa