THATHA GROUP

DIGITAL MARKETING STUDY

MATERIAL
 DIGITAL MARKETING

UNIT 1
Marketing
Marketing is not about promotion or advertising only. Marketing is a
complex
topic or a concept which is useY do utor
pmaarak geraapchomtepxrt ehensive plan of action or a strategy to
increase sell, create awareness about brands and products etc.

Two Types of marketing

• Traditional Marketing
• Digital marketing
DIGITAL MARKETING
Communication is bidirectional in Digital Marketing as
businesses can
communicate with customers and customers can ask queries or
make suggestions to businesses as well. Medium of communication
is more powerful and involves social media websites, chats, apps
and Email.Digital marketing campaigns can be developed quite
rapidly and with digital tools, channelizing Digital Marketing
campaigns is easier.It is very effective for reaching global
audiences.
Types of Digital Marketing

•Website Marketing
A website is the centrepiece of all digital marketing activities. It is a very
powerful channel on its own, but it’s also the medium needed to execute
a variety of online marketing campaigns. A website should represent a
brand, product, and service in a clear and memorable way. It should
be fast, mobile- friendly, and easy to use.

• Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising enables marketers to reach Internet
users on a number of digital platforms through paid ads. Marketers can
set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or
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Facebook and show their ads to people searching for terms related
to the products or services.

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on PPC campaigns can segment users based
their demographic characteristics (such as by age or gender), or even
target their particular interests or location. The most popular PPC
platforms are Google Ads and Facebook Ads.
• Content Marketing
The goal of content marketing is to reach potential customers
through the use of content. Content is usually published on a
website and then promoted through social media, email
marketing, search engine optimization, or even PPC campaigns.
The tools of content marketing include blogs, eBooks, online courses,
info graphics, podcasts, and webinars.
• Email Marketing
Email marketing is still one of the most effective digital marketing
channels. Many people confuse email marketing with spam email
messages, but that’s not what email marketing is all about. This
type of marketing allows companies to get in touch with potential
customers and anyone interested in their brands.
Many digital marketers use all other digital marketing channels to
add leads to their email lists and then, through email
marketing, they create customer acquisition funnels to turn
those leads into customers.
• Social Media Marketing
The primary goal of a social media marketing campaign is brand
awareness and establishing social trust. As you go deeper into social
media marketing, you can use it to get leads or even as a direct sales
channel. Promoted posts and tweets are two examples of social media
marketing.
• Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the
internet has brought new life to this old standby. With affiliate
marketing, influencers promote other people’s products and get a
commission every time a sale is made or a lead is introduced. Many well-
known companies like Amazon have affiliate programs that pay out
millions of dollars per month to websites that sell their products.

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 • Video Marketing
YouTube is one of the most popular search engines in the world. A lot of
users are turning to YouTube before making a buying decision, to
learn something, read a review, or just to relax.
There are several video marketing platforms, including Facebook
Videos, Instagram, and even TikTok to use to run a video
marketing campaign.
Companies find the most success with video by integrating it with SEO,
content
marketing, and broader social media marketing campaigns.
• SMS Messaging
Companies and nonprofit organizations also use SMS or text
messages to send information about their latest promotions or
give opportunities to willing customers. Political candidates
running for office also use SMS message campaigns to spread
positive information about their own platforms. As technology has
advanced, many text-to-give campaigns also allow customers to
directly pay or give via a simple text message.
Characteristics of Digital Marketing:
• Get a Quality Company Website: What was a novelty a mere
decade ago is a critical requirement today. A business
website is a pseudo B2B portal, allowing businesses and
customers from around the world to connect with you. A
business website is similar to your Company brochure,
available 24×7, and projects you as a professional outfit.
• Social Media Presence: The biggest achievement of this
digital era has been the ease with which people have learnt
to communicate- Social Media websites like Facebook,
Twitter, Google+, Pinterest, YouTube etc. are the latest
methods to communicate across wide demographics of age,
taste and culture. By actively promoting your company on
these social media, you are getting the world to talk about
you.
• Blogging and Forums: Here is a powerful axiom-
'Content is King'. Produce powerful, genuine and compelling
content as part of your Company blog. Be a regular on
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relevant forums and discussion panels.
Learn the art of connecting your business themes into the
content that you produce. In time, your content will stand up to
be the biggest promoter of your brand.

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 • List your business on the three biggest listing services:
Register your business on 'Google Places'- this allows your
business to feature on Google searches and be listed on
Google Maps. Other business databases that you must be
part of include 'Yahoo! Local' and Microsoft's 'Bing'.
Digital Marketing Trends
1. Influencer Marketing
Influencer marketing is the practice of using an influencer’s image and
goodwill to promote and advertise a brand’s product or services.
Influencers can be individuals or groups with a massive fan
following. Here are some of the reasons why influencer
marketing has gained momentum in the current business milieu:
• Persuades audience: Influencers have a loyal fanbase, meaning they can sway
the audiences in a jiffy. Many brands opt for influencer marketing to
attract a diverse set of audiences to their products. Increases trust:
Influencers use social media
• applications to promote or advertise
products or services. Therefore, many brands opt for influencer
marketing to increase brand awareness and amplify their social media
presence. Supports content strategy:
• Influencer marketing is best suited for filling the
gaps in content marketing strategy.

2. Omni channel Marketing

Omni channel marketing is believed to be one of the most effective ways
to reach the target audience. It is an approach that stands true to
the definition of digital marketing – using different digital mediums
to promote, engage, and serve customers. Omnichannel
marketing offers a varied set of benefits, which are as follows:
• Attracting new customers and market segments
• Engaging customers after sales
• Increasing trust and loyalty of customers
• Boosting sales and customer satisfaction
• Helps understand customer demand and needs
Omnichannel marketing is widely used in retail, entertainment, food
service, business, and other industries.

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 3. Artificial Intelligence
Artificial intelligence (AI) is the process of developing smart
computer systems that can perform similar functions to the human
brain. Companies can use AI to gauge the needs and demands of
their customers. Simultaneously, it can be used to find out patterns in
customer buying behaviour, monitor and offer a solution to formulate
a marketing strategy.
Moreover, AI applications like machine learning, deep learning, and
others can be used for various customer and marketing-related
activities – including content creation, ad monitoring, promoting
products, interacting with customers, and more. Therefore, as a digital
marketing trend, AI is a boon for companies looking to level up their
advertising game.
4. Video Marketing
Social media platforms have offered a new space for companies to
promote their products or services to their target audience. Video
marketing is a potent digital marketing tool popular among
businesses trying to increase their customer base. Experts believe
that videos are more effective than any other form of content;
that’s why many brands are shifting their focus to developing
content-rich and enthralling videos to promote their products or
services. Similarly, social media applications like Instagram,
YouTube, Facebook, and others have also integrated short-form
content into their algorithms, helping brands proliferate to their target
audience. Therefore, brands looking to increase their customer base
can opt for video marketing as their promotional strategy.
5. Long-form Content
Content marketing is a popular digital marketing trend using which
companies often promote their product or services. Similarly, long-form
content is the subsect of content marketing that consists of blog
posts or articles of more than 3000 words to promote a product
or service. Companies create long-form content intending to
increase their visibility, industry expertise, and customer engagement.
In addition to this, here are some other reasons why businesses opt
for long-form content:

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 • Increases traffic on the website
More people visit the company’s website due to the long-form
content’s popularity. However, people are less likely to explore more
products and services of the brand.
• High ranking on search engine
Search engine ranking and website traffic have a direct correlation.
Therefore, an increase in traffic would lead to a high ranking on a
search engine, further increasing customer interaction and
engagement on the website.
• Increases customer engagement and interaction
Long-form content helps in initiating a conversation between a
brand and
its customers. Furthermore, it also increases customer engagement and
loyalty.
6. Social Media Shopping
The advent of social media has helped businesses closely
interact with their audience and provide a medium to sell their
goods and service. The integration of social media and e-
commerce has opened doors for an online marketplace for
customers from different strata of society to buy products and
services that match their expectations. It is a popular social
media trend that transcends different industries. Moreover, it is
an effective way to make your products available to customers
while interacting and engaging with them.
7. Progressive Web Pages
Progressive web pages are online websites that perform the functions
of a mobile
application. They send push notifications, load faster than other
sites, and are accessible offline, among others. A progressive web page
is one of the latest digital marketing trends that has addressed the
need for websites that can offer a versatile user interface to
customers with different devices. Furthermore, this latest digital
marketing trend is expected to grow by leaps and bounds in the
forthcoming years.

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Different between traditional Marketing ad Digital
Marketing: Sr. No. Traditional Marketing
Digital Marketing
1 The promotion of products and
The promotion of products and services through digital media
services through TV, Telephone, or electronic mediums like
Banner, Broadcast, Door to Door, SEO, sem, PPC, etc.
Sponsorship, etc. Digital Marketing is more
2 T raa dr keit iotinna gl i s n o t
IgM t o is
o n
d
c o st -e ofo ft rfecti
sBvoe.r a n d b cost- effective-
u i ld in g . promoting.
It is efficient and fast for
3 brand building.
5
Traditional Marketing is difficult to Measure. Digital Marketing is easy to
Measure with the help
of analytics tools.
5 It is difficult to quantify the It is simple to calculate in
6 return on investment in the case of digital
traditional marketing marketing.
After the posting of the Even after the posting of an
advertisement, it can be
advertisement, it cannot be
amended.
altered.

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 UNIT II
Search Engine Based Marketing

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.
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.
• 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 Engine Optimization Process:
Before beginning a search engine optimization (SEO) project, it is
important to understand the process involved in an effective SEO
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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.

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 One word on search engine optimization in general first, though. SEO
does not start and finish with these steps and the initial work that
we do. In order to have ongoing success, it is important to monitor
results and build meaningful content on a continual basis.
• Keyword Research
• Reporting & Goal Setting
• Content Building
• Page Optimization
• Social & Link Building
• Follow Up Reporting & Analysis

i. 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.
ii. 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
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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

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 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.
iii. 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 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.
iv. Page Optimization Following the addition of new, high quality
content, we tackle on-page optimization. ▪ Page Titles ▪
Text-Based Navigation ▪
Prominence of Targeted Keyword Phrases ▪ Site Map ▪ ALT and
META data ▪
Clean up the Code
v. 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.
vi. 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 gets found by the search engines
for given keywords and key phrases. It not only helps in getting
good search engine ranking but also increases overall readability of
the site. The best part is that not
much has changed about the on-page optimization approach. It
can still be improved immediately by tweaking incorrect elements
on a webpage.
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There 5 key elements of a successful on page optimization:
1.Page Copy A good content copy is really the key to your success.
It is an
open secret that you need to produce original, unique and high quality
content

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of relevance on a continuous basis to perform well and rank
high on search engines. There are few things you need to keep
in mind while creating the content copy. 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 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 characters, so it is extremely important that your title tags are
keyword-relevant yet concise. For example, when looking up in
Google for a query, you might have noticed the chopped off title
tags in few results, that’s because the title tags for that page are
too long. To optimize the title tags primary keywords andsecondary
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
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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

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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 tag every page, which should
include the most relevant key phrase or key word. This tag can be
created up till , though general practice is to use this till . Apart
from the primary keyword mentioned in the , you can include the
other important keyphrases in and tags to define the other
sections of the content. The tag should be optimized well as
search engines still give this some value.
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:

• Include links in the main content of each page.

• Paragraph links carry the most weight.
• Use keyword-rich anchor text in links.
• Avoid using non-descriptive
anchor text (for example, read
more, click here, etc).
• Link to relevant, deep pages.
• Use breadcrumb navigation on every page
• Monitor your inbound links through Google Webmaster Tools.
• Avoid multiple links to the same page from a single page.
• 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:
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
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webpage itself; it does the background work for a better search
result.

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Off page optimization effort can be grossly divided into two parts:
1.Acquiring Back links Acquiring back links 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 engine results and can even
penalize you.
2.Leveraging social interaction with your site Use of social metrics or
social engagement as a ranking factor is an increasing trend.
Besides backlinks, Google now gives prominence to social signals
around your content. Whether it’s the number of people who tweet,
‘Like’, social bookmark, or “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.
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,
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image or even in the form of a simple update. You can join relevant
LinkedIn groups and

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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.
Interest 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.
Search Engine Marketing?
Search Engine Marketing (also known as Search Marketing) is the
process of getting traffic from search engines either organically or
paid.Search marketing has two main types: SEO (Search Engine
Optimization) and PSA (Paid Search Advertising).SEO is the way to
get free traffic from search engines by achieving high rankings in the
SERPs and Paid search ads are the process of paying for your ads to
appear on search engine results pages.
Importance of Search Marketing

Before getting into the details on what is SEO and paid search
advertising (PSA) and how to use them to get more exposure and
traffic from search engines, let’s quickly examine the importance
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of SEM for the success of a website or online business.
• It is a fact that in today’s world the Internet is the source for
everything we need to know, learn, ask, buy or do.

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 •Whenever we have a question or looking for something,
the first thing we do is to turn to a search engine (in the
majority of cases Google) and type in our search query.
• When we hit SEARCH, we expect to either get a direct
answer to our question or a list of resources (and this list
includes both ads and websites), that can satisfy our
intent.
• Search engines are working hard to improve the quality of
their search results by presenting to the searcher those
websites (or ads) that will keep their users happy and
come back again for more searches.
• To do that they have developed complex algorithms that
take a number of variables into account before they decide
which websites (or ads) to show in the top positions.
• Search engine marketing is important because it’s the
process to follow to optimize your website or ads so that they
appear in the top positions.
• Your goal is not just to have a presence in search
engines but to show up in one of the top 5 positions for the
search terms (keywords), that
matter for your business or website.
• Statistics show that the majority of users click on one of
the top ads or one of the first five organic results.

Search Marketing Types

SEM
Search Engine Optimization (SEO)

Search engine optimization or SEO is the process of optimizing your

website for achieving higher rankings in search engines for certain
keywords.SEO principles can also help you create high-quality
websites with good content and satisfy the user intent.
SEO Types
Technical SEO – optimize your website for the crawling and indexing
process so that search engines can discover, read and understand
your website.
On-Page SEO – optimize all pages of your website one by one and
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give search engines the right signals to understand what your
website and individual pages are all about.

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Off-Page SEO – promote your website on the internet, get good quality
backlinks and prove to search engine algorithms that your website
deserves to be in one of the top spots for the keywords you want.
Describe specific aspects of SEO like:
• Content SEO – give both users and search engines the content
they want
and keep them happy
• Local SEO – optimizes your website so that people can find and
visit
your brick-and-mortar store
• ECommerce SEO – SEO rules that are applicable to
eCommerce websites only.
• Mobile SEO – make it easy for users to find and use your website
while
on the go and from their mobile or tablet devices.
Why is SEO important?
Higher rankings, more traffic:
If your goal with search marketing is to get traffic to your
website without having to pay for ads, then SEO is the way to
go.
As mentioned above, the websites that appear in the top 3
positions of the organic results get more than 60% of the traffic –
This statistic alone explains the importance of SEO.
Search engine traffic is targeted:
Open Google and search for anything you want. The websites that
appear in the top positions get thousands of visits from Google on a
daily basis. Depending on the keywords you used, they are probably
making thousands of dollars in revenue (from advertising or selling their
own products or services), because search engine traffic is highly
targeted.
Unlike traffic coming from Facebook or other social media
networks, organic traffic converts better since the users have a clear
intent in mind before typing something into Google and it’s not
just for curiosity or leisure. Besides the traffic, SEO offers a
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number of other advantages and these can be summarized in the
following:
Trust and recognition

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Users trust search engines because they know that they have
strict rules as to which websites are shown in the search results,
and in turn, they trust websites that rank in the top positions.
Trust does not only generate more conversions but also increases
recognition and brand awareness and this makes your digital
marketing efforts in other channels easier.
SEO can guide you on how to create better websites
SEO is not just about search engines but it’s mainly about users. To have
a fully optimized website for search engines, it has to be
optimized for users first and this is what SEO is all about
What is PPC
stand Ps PfoCr pay-per-click, a model of digital advertising where the
advertiser pays a fee each time one of their ads is clicked. Essentially,
you’re
paying for targeted visits to your website.
PPC ads come in different shapes and sizes (literally), and can be
made up of text, images, videos, or a combination. They can
appear on search engines, websites, social media platforms, and
more.
PPC advertising campaign will be, you can achieve a lot by doing the
following:
•Bid on relevant keywords.
Crafting relevant PPC keyword lists, tight keyword groups, and
proper ad text.
•Focus on landing page quality
Create optimized landing pages with persuasive, relevant
content, and
a clear call to action tailored to specific search queries.
•Improve your Quality Score
Quality Score is Google’s rating of the quality and relevance of
your
keywords, landing pages, and PPC campaigns. Advertisers with
better Quality Scores get more ad clicks at lower costs.
•Capture attention

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 Enticing ad copy is vital; and if you’re running display or social
ads,
so is eye-catching ad creative.

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 UNIT III
ELECTRONIC
MARKETING
E-Mail Marketing
E-Mail marketing is promoting your business by sending overt E-
Mails andnewsletters. It uses promotional letter clubbed with
product and service details to deliver thebusiness message to
audience. It is cost effective method to convey your message to
highly targeted visitors. Results of E-Mail marketing are
quantifiable and measurable.
Types Of E-Mails
Transaction E-Mails
You get these mails after you are done with any transaction such
as buying a
product. They confirm the business transaction with information such
as cost per unit, number of units bought, total cost, mode of
payment, shipping details, delivery time, etc.

Newsletters
They include information to keep customers involved. They foster
relationship
with customer.
Promotion E-Mails
They carry details of any promotional activity such as sale, new offers,
etc. E-Mail
marketing being cost-efficient and measurable, needs strategic planning
and creative execution of campaign. You need to personalize message,
deploy
it, and analyze the results. Setting Up an E-Mail Marketing Campaign
These are the general steps taken to set up an E-Mail marketing
campaign.

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• Create a database of customers. You can buy it or can
generate from your website backend. Embed the
customer details such as contact information, client
status, lead source, etc.

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 • Create a newsletter. Put in the relevant information they may
need. Set the subject line timings and frequency. Add discounts
and bonus you offer.

• Make it look eye-catchy, informational, and useful.

• Mention deal expiry date and time.
• Drop a link in email if necessary.
• Buy servers capable enough to bear the load.
• Test you email before you send it. Check all details, images, and
links.
• Deploy your newsletter.
• Analyze the performance of E-mail advertise. For
example, E-mail delivery rate, email opening rate,
conversions etc.
Tracking an E-Mail Marketing Campaign
The essential metrics you should be tracking for E-Mail campaign are −

• Click Through Rate

It gives you clear view of how many people engage with your mail
and
are interested in what you offer.
•
• Conversion Rate
It helps you know, to what extent you are able to achieve your goals.
Bounce Rate
It lets you know how many consider you as a spammer of worth
time
wasting.
• Subscribers’ Growth Rate
• lets you decide how much you are able to extend your reach.
It
Email Forwarding Rate
• The more is the rate the more interested are your customers.
Overall ROI
The gist of tracking is how many leads you are able to generate
through
your campaigns.
Definition

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 Electronic Design Automation, or EDA, is a market segment
consisting of
software, hardware, and services with the collective goal of
assisting in the definition, planning, design, implementation,
verification, and subsequent manufacturing of semiconductor
devices, or chips.

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What is Mobile Marketing
Mobile marketing is a multi-channel, digital marketing strategy
aimed at reaching a target audience on their smartphones, tablets,
and/or other mobile devices, via websites, email, SMS and MMS,
social media, and apps. Mobile is disrupting the way people engage
with brands. Everything that can be done on a desktop computer is
now available on a mobile device.
From opening an email to visiting your website to reading your content,
it's all accessible through a small mobile screen. Consider:
• 80% of internet users own a smartphone.
• Mobile platforms, such as smartphones and tablets, host up
to 60% of digital media time for users in the U.S.
• Google anticipates search queries on mobile devices
to surpass desktop searches by the end of 2015.
Types of EDA
Tools Simulation
Simulation tools take a description of a proposed circuit and
predict its behaviour before is it implemented. This description is
typically presented in a standard hardware description language
such as Verilog or VHDL. Simulation tools model the behaviour of
circuit elements at various degrees of detail and perform various
operations to predict the resultant behaviour of the circuit. The
level of detail required is dictated by the type of circuit being
designed and its intended use. If a very large amount of input data
must be processed, hardware approaches such as emulation or
rapid prototyping are used. These situations occur when a
processor’s operating system must be run against real-world
scenarios, such as video processing. Without a hardware-assisted
approach, the runtime for these cases can be untenable.
Design
Design tools take a description of a proposed circuit function and
assemble the collection of circuit elements that implement that
function. This assembly process can be a logical one where the
correct circuit elements are chosen and interconnected to
implement the desired function. Logic synthesis is an example of this
process. It can also be a physical process where the
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geometric shapes that implement the circuit in silicon are
assembled, placed, and routed together. Broadly this process is
known as place and route. It can also take the form of an interactive
process that is guided by a designer. This is
called custom layout.
Verification

Verification tools examine either the logical or physical representation

of the chip to determine if the resultant design is connected
correctly and will deliver the required performance. There are many
processes that can be used here. Physical verification examines the
interconnected geometries to ensure their placement obeys the
manufacturing requirements of the fab. These requirements have
become very complex and can include far more than 10,000 rules.
Verification can also take the form of comparing the implemented circuit
to the original description to ensure it faithfully reflects the required
function. Layout vs. schematic, or LVS, is an example of this process.
Functional verification of a chip can also use simulation technology to
compare actual behaviour to expected behaviour. These approaches are
limited by the completeness of the input stimulus provided. Another
approach is to verify the behaviour of the circuit algorithmically,
without the need for input stimulus. This approach is called
equivalence checking and is a part of a discipline known as formal
verification.
Types of Mobile Marketing Strategies • App-based marketing:

This is mobile advertising involving mobile apps. While 80% of

mobile time is spent engaged with apps, you don’t have to create
an app yourself to get in on the action. Services like Google Ad
Mob help advertisers create mobile ads that appear within third-
party mobile apps. Facebook also allows advertisers to create ads
that are integrated into Facebook’s mobile app. Facebook’s
mobile Promoted Post ads integrate so seamlessly with
Facebook’s news feed that users often don’t realize they’re
looking at ads.

• In-game mobile marketing

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 In-game mobile marketing refers to mobile ads that appear within mobile
games, like in the example below. In-game ads can appear as banner popup,
full-page image ads or even video ads that appear between loading
screens.

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 •QR codes
QR codes are scanned by users, who are then taken to a specific webpage
that the QR code is attached to. QR codes are often aligned
with mobile gasification and have an element of mystery to them,
since users who scan them
don’t always know exactly which rabbit hole they’re jumping down.
•Location-based marketing
Location-based mobile ads are ads that appear on mobile
devices based upon a user’s location relative to a specific area or
business. For example, some
advertisers may only want their mobile ads to appear when users are
within a 1- mile radius of their business.
•Mobile search ads
These are basic Google search ads built for mobile, often featuring
extra
add-on extensions like click-to-call or maps.
• Mobile app
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. Mobile apps are designed
with consideration for the demands and constraints of the devices
and also to take advantage of any specialized capabilities they
have. A gaming app, for example, might take advantage of the
iPhone's accelerometer.
Why are SMS campaigns important?
• Extra ordinary open rates. According to Gardner, SMS
campaigns achieve a remarkable 98% open rate (ninety-eight
percent, Charles!) and a 45% response rate.
• Drives customers to take action. SMS messages are useful
because they create a feeling of time sensitivity. In other
words, SMS campaigns inform people about a limited time to
take action, and if anyone wants to take advantage of the
offer, they should hurry up. There’s no other marketing
channel that creates a feeling of urgency so strong, that many
decide to act rapidly.
• Easy & instant. Plain SMS is the standard while marketing
emails are supposed to be well designed using HTML, so
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SMS takes only a few
moments to create. Besides, the significant results are achieved
much faster, because 95% of all texts are read within 3 minutes
after being sent. It means that you can carry out your tasks in no
time.

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• Multifunctional. Desirable for any business. SMS marketing opens a
vast field of opportunities for all sorts of companies. SMS
campaigns inform about new products, services, allure clients
with exclusive sales and offers. It also can deliver updates and
notifications or remind them about the appointments. Besides,
an SMS campaign can be used to report some relevant news or
for support and customer services’ improvement.
• Work well with other marketing channels. Did you know that
an SMS campaign can improve the results of an email marketing
campaign? You can send SMS to “catch up” those people who
never opened your email. So, think through the usage of an
SMS campaign strategically, and support it with the efforts from
other marketing channels.

Profit Target
Also known as “take profit”, a profit target is that predetermined point
at which a trader would want to exit his profitable trade to make an
anticipated amount of profit. It is that level at which the profit is
deemed to be enough for the risk taken.

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 UNIT IV
Social Media Marketing
Social media marketing, or SMM, is a form of internet
marketing that involves creating and sharing content on social media
networks in order to achieve your marketing and branding goals.Social
media marketing includes activities like posting text and image
updates, videos, and and other content that drives audience
engagement, as well as paid social media advertising.
The➢goal of SMM is to produce content that users will share
with their social network to help a company increase brand
exposure and broaden customer reach.
On➢e of the key components of SMM is social media optimization (SMO).
Like search engine optimization (SEO), SMO is a strategy for
drawing new and unique visitors to a website. SMO can be done two
ways: adding social media links to content, such as RSS feeds and
sharing buttons - or promoting activity through social media by
updating statuses or tweets, or blog posts.
SM➢M helps a company get direct feedback from customers (and
potential customers) while making the company seem more
personable. The interactive parts of social media give customers
the opportunity to ask questions or voice complaints and feel
they are being heard. This aspect of SMM is called social
customer relationship management (social CRM).
SM➢M became more common with the increased popularity of
websites
such as Twitter, Facebook, Myspace, LinkedIn, and YouTube. In response,
the Federal Trade Commission (FTC) has updated its rules to
include SMM. If a company or its advertising agency provides a
blogger or other online
commenter with free products or other incentives to generate
positive buzz for a product, the online comments will be treated
legally as endorsements. Both the blogger and the company will
be held responsible for ensuring that the incentives are clearly
and conspicuously disclosed, and that the blogger's posts contain
no misleading or unsubstantiated statements and otherwise
complies with the FTC's rules concerning unfair or deceptive
advertising.
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Social Media Marketing Tools:
1.Hoot Suite whether you are a user handling multiple accounts, or an
agency that handles hundreds, Hoot Suite makes it easy. It’s easy to add
accounts, easy to schedule posts across all major platforms and
easy to add account managers. In addition, the company also has
a robust training platform that teaches not just the tools, but how
to think about social marketing as a whole.

2.Hub Spot While there are a lot of tools out there that let you monitor
and
publish to social accounts; we recommend platforms such as
HubSpot where you can not only monitor and publish but also get
closed-loop reporting data. That means you're not just seeing what
channels drive the most engagement, but you can track further
down the funnel to see what posts and channels drive actual
leads and sales.

3.MeetEdgar There are countless tools that post for you and schedule
posts
but what about a system that re-shares evergreen posts? MeetEdgar is
the one because it has the biggest impact on traffic by
automatically re-sharing your evergreen content.

4.Tweet Deck Tweet Deck has been around a long time now, and
there's a
reason for that: It's one of the best and best-priced (what can beat
free?) ways out there to be a part of the Twittersphere. The multi-
columned layout makes it easy to follow several conversations at
once, and scheduling content is a snap. Twitter moves so fast, but
TweetDeck makes it doable and even enjoyable.

5.IFTTT, or “If This Then That,” is a great automation tool that can help
you save a lot of time on trying to manage social media platforms,
apps and websites. The tool can link these services together based on a
trigger and an action. Based on the trigger you create, it will start
an action. For example, if you publish a blog (the trigger), then
IFTTT will automate and create a tweet (the action).
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 6.Buffer I’m a fan of Buffer. It lets you schedule and manage social
media
posts across all of the most widely used channels, and you can
individually

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 customize each post for all of the different platforms it gets
posted to. Buffer also shares your content at the best possible times
throughout the day and tracks links so that you can see what
content gets the most traction.

7.Sprout Social Our digital team utilizes Sprout Social for its social
media
management, which allows the team members to monitor clients’
social media mentions, engage with brand advocates, schedule
content in advance, and utilize reporting tools to inform future
strategies. As our hotel clients’ guests view
social media as a virtual concierge, we find it essential to
have a tool to streamline real-time communication.

8.Canva What you can do with Canva: design presentations, social

media
graphics, and a heap of other things with thousands of beautiful layouts.
It has everything you need for catching designs. Millions of stock
photographs,
vectors and illustrations. You can also upload your own visuals.
Canva has preset filters and advanced photo editing tools to modify
pictures. It gives you
the possibility to use icons, shapes and elements, thousands of
them. Hundreds of fonts perfect for every design are also ready
to go and accessible within Canva.

9.Adobe Post Adobe Post was created to give you a powerful

tool to differentiate among the competitors and engage your
followers with eye- catching posts. Create stunning social graphics in
seconds with it. Get started quickly with handcrafted remixable
design templates made for social sharing. Resize your text -
beautiful typography will be automatically applied on-the-fly.
Transform your text and photo into professional-looking graphics
with a single tap.

10. Bundle Post The tool is paid, but has a free 30–day trial period.
Bundle
Post is a content curation tool that aggregates and schedules
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social media content efficiently. Search, edit and schedule with a
browser plugin or social media dashboard, then add hashtags.
Keep your audience engaged and get results.

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Blogging:
Blogging every activity and skillset that is required to manage a
blog comes under the purview of Blogging, for example, writing
posts, publishing them, designing, social marketing, etc. In
simple words, blogging is the process of adding new content to a
blog and updating it at regular intervals.
➢
Blogger (Person) − Person involved in blogging is called a
Blogger (Service) − It is a service provided by Google that allows us to
'blogger'.
c o m➢p o s e a post, edit, update, and manage it. You can customize
your blogs easily with the help of a 'blogger'. It lets you share
what is on your mind and
earn money. It is a convenient platform for avid as well as
novice users. No technical knowledge or coding is required. It runs
directly on Google servers and is impossible to hack.

Wo➢rdPress − It’s a free software to create and customize a

search engine friendly website or a blog. A number of themes
and plugins are available to transform your website as required.
Approximately 70 million people are a part of WordPress
community. WordPress is available in both free and premium
plans.
Blo➢gspot − Blogspot is a free web hosting service gifted to web
developers by Google. It helps Google Blogger in delivering its
service. We cannot use any other platform to use it.
T u m➢b l e r − It is a microblogging platform that allows us to make a
blog
and customize it. We may use stories, images, videos, audio, etc.
Bloggers can either keep their blogs private or follow other blogs.
Advantages of Blogging

• Better online influence. It assists in making impressions in grabbing a good

profile.
• It forms a good source of income. Pat Flynn earns $100,000 per year
from his blog 'Green Exam Academy'.
Maintaining
• a blog can help improve your writing skills.
• A blogger can easily become a published author.
• You can get instant feedbacks in the form of comments, shares, etc.

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• Bloggers can be sound learners, as they tend to read and engage more in such
content.
• Get a long fan following list.

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 • Blogs can help you build a strong network.
• Maintaining a blog can help you improve your technical skills on Word
press, SEO, etc.
• Sell Online − Blogs can be a great virtual store.
Blog Promotion
• Connect your blog to Google+ to allow auto-sharing.
• Post quality content and post regularly.
• Write search engine friendly content.
• Have an Email button in order to receive feedback from your readers.
• Use your blog link in mail signatures.
• Enable site feed to let more and more people subscribe to your content.
• Add your blog to Blogger’s listings. Submit your URL to blog directories.
• Actively comment on other’s posts. This way, your profile gets more exposure.
• Participate in online forums.
• Use social media for branding.
• Hold a contest or a carnival.
• Write as a guest blogger.

• Write multiple pages and link them together.

Video Marketing
Using video for marketing means incorporating a video format into your
marketing
strategy to promote a brand, product, service, or message. Video
marketing educates your audience effectively and helps increase
engagement on social and digital channels.
Importance of Video Marketing

Video marketing began gaining traction in 2005, thanks to the

advent of YouTube.However, things took off after Google bought
YouTube in 2006, and the platform boasted seven different ad
formats by the end of 2009.
The rise of Smartphone technology added more fuel to the fire, making it
more convenient and easier to watch videos on mobile phones. This
practice increased dramatically in the wake of the pandemic, which
drove media consumption by 215 percent in the United States
alone.
But the most significant factor that speaks thrise of use of videos
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for marketing is how increasingly easy it is to create quality videos.
This

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development makes it easier for marketers to incorporate videos
into their marketing strategies, so if your business is not keeping
pace with the new trend, it risks being left in the dust and
becoming irrelevant.
Video marketing is a great equalizer, enabling small-to-medium-
sized businesses to compete against larger organizations effectively.
The right video marketing campaign can level the playing field
because a good, eye-catching, memorable video is compelling
regardless of the size of the business that released it.
Effective video marketing campaign.
Y1o. u wDilel sniegendaateviydoeoubr urdegseotucrocveesri:ng
resources such as video equipment, effective editing software, dedicated
time to
work, and a video marketing team to bring these elements together.
2. Build your story: Every video tells a story. What’s your story? What
message are you trying to convey, and how do you want to share it?
P3 l. a n your audience engagement: Although your message may be great,
you still need to ensure that the audience is vested in it. You need to
hook your audience and keep the story interesting. How do you plan
on accomplishing this?
S4h. orter is better: You've undoubtedly heard of the acronym TL/dr,
standing for "Too long, didn't read," in the context of reading articles.
The last thing you want is to have your video audience say, "Gee,
how long is this video, anyway?" Of course, there's no established
standard video length, but the shorter, the better. The online
audience's attention span is short, so edit accordingly.
P5u. blish your message everywhere: The name of the game is
"saturation."
You must embed the video on your organization's website, upload it
to YouTube, publish it on all your social media accounts, and even
place it on your profile page! Get that video out there, then
heavily promote it.
T6 r. a c k the results: Keep an eye on the video’s metrics and stats. Take
note
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of what videos perform the bees and, determine what the elements in
the most successful videos are and what they have in common.
Factor those findings in future video endeavours.

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Types of Video Used in Marketing
➢ Animation:
Who doesn’t like cartoons? Animation employs engaging imagery
to
convey otherwise complicated concepts.
Augmented
➢ reality videos:
Augmented Reality (AR) superimposes a digital layer to what the
user is
viewing and is excellent for showing how something would look if
the company’s product were inserted into the picture.
Brand
➢ videos:
These videos build awareness of your company’s brand, mission,
products, and services.
➢ Demo videos:
These videos show how your product works, including unboxing or
conducting a software walk-through.
Event
➢ videos:
Is your company running an event such as a fundraiser,
conference, or
discussion? Create a highlight reel!
➢ Explanation videos:
Simple and straightforward, these videos help the audience
understand
why they need your services and products. So often, these
videos follow a standard formula of presenting a story where a
buyer has a problem, and the solution lies with the company’s
products or services.
How
➢ - to videos:
These videos not only teach your audience how to do something
new, but it
also helps viewers gain an understanding and appreciation of your
business.
Interviewing experts:
➢ Not a fluff piece, but an in-depth interview with an expert or
thought
leader in your industry.
Livestream:

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➢ Live videos are an eye-catching, dramatic way to get the viewer’s
attention,
often using a behind-the-scenes format, interviews, and
demonstrations.
Personalized message videos:
➢

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 Nothing drives engagement more than making the customer
feel special, and personalized videos provide a means for the
business to reach out to a customer to answer a question or
➢
make a recommendation.
Testimonials/Case Studies:
These videos get your customers involved in the campaign. Word
➢ of mouth is
one of the most effective means of advertising, so having
satisfied customers tell their stories on video is a sure-fire
winner.
Virtual Reality and 360-degree videos:
CR
Virtual Reality (VR) immerses the user in the video
M environment, letting
• them control and navigate their viewing experience. A 360-
• degree video enables the viewer to scroll around in a
panoramic view.
•

•
Record customer data for future references Track sales
• figures and determine what promotions are being the most
• productive
Keep every member of a sales team updated with customer
information, potential client leads, and pertinent information
they need to close sales Improve follow-ups and gain
customer approval
Connect members of your sales team to the clients using GPS
technology Allow the sharing of files and information between
sales team members so when one team member cannot
make a follow-up or complete a promise they made to a client
another team member can step in and make the customer
happy.

Importance of CRM in Digital Marketing.

1. Digital Marketing Strategies Connected to CRM..
One of the biggest digital marketing strategies is to collect simple
data on customers when they are browsing the web and looking for
particular items.

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Then using that information about the person and the item they were
interested in and letting sales ads about those items pop up when the
person is on Facebook or Twitter.
The sales ad would remind the person of the item they were
looking at, and drive customers back to the sites where the item
was for sale.

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 2. CRM Personalizes the Digital Marketing Campaign..
Using CRM to gather data about customers’ likes and dislikes allows
you to target specific customers with specific items that they are
likely to have an interest in. CRM provides you with the statistical
data concerning what the customer has purchased in the past,
what they browse for when they are online, and other factors like
their age sets, their gender, and the areas where they live.
All of this personal data can be used in your digital campaign. Instead of
doing just one broad-based campaign and hoping that the people
who will be interested in the advertising will see it, you can make
sure that the people who are going to be interested in something are
the ones that see that particular item.
3. Digital Connections..
When you use CRM strategies to create data sheets concerning the
customers you have, and the leads you have on other customers,
you can then approach those customers in a one-to-one digital
campaign.
You can connect with them by using their preferences to make
suggestions on their social networking sites so they see the
advertisements and are reminded of the things they want or like.
You can send emails that personally suggest certain products and
services, based on a previous purchase the customer has made. You
know how on Netflix you see the words “since you liked this
program” and there are links for you to follow to go to another
program that is similar? You can do that with your email
campaign.
You can create blogs and articles that address the things your
customers might be interested in by looking at the data to
confirm their likes and dislikes. When you have relevant
information on your page, that your customer or future customer
finds interesting, then they will visit you.
4. Satisfaction Guaranteed..
When you use CRM applications to create databases about your
customers and your products, you can also create a database about
customer service calls.
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When you start to look closely at your customer service calls,
what the customer liked or disliked, and what things you did to
satisfy the customer, you are able to create a training program for
each of your customer service
representatives that will allow them to create satisfied customers out
of each
call.
Drivers of Customer Loyalty 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.
Drivers of customer loyalty:
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.

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.
1. Product and services
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Differentiated Products and Services- Differentiation in products
and services help the organization to reduce competition in market
and have substantial influence on customers’ mindset.

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 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.
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.
T2e. chnology: 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.
3H .u m a n 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.

S4u. pplier’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 ‘Ray Ban’ sun-glasses are example
of this. The customers uses these products only for maintaining or
enhancing their lifestyle and always be loyal to them.
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 UNIT V
DIGITAL MARKETING STRATERGY
Digital
Marketing
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.
Competitor Analysis

Competitor analysis is the process of researching and

analyzing the marketing strategies of the companies operating
in a given market.
The competitor research casts light on what other brands in your niche
are
doing to acquire and retain customers. The analysis evaluates as many
factors as possible to bring insights into what drives traffic to your
competitors’ pages and leads to their ads. It highlights the gaps and
estimates your potential and opportunities to fill them.
Step Competitor Analysis
•Identify Competitors
First, decide which competitors you want to analyze. Competitor analysis
includes your direct and indirect competitors – brands that provide a
very similar solution to the same target audiences. Don’t forget those
competitors, who offer a completely different service, yet target the
same problem that your ideal buyer persona is facing – you should
keep an eye on them too.
You’d be surprised how often brands have a misguided
understanding of who their main competitors are. Too often,
we’ve uncovered major players, spending thousands of dollars
on digital marketing, targeting the same
audiences that somehow flew under the radar of our clients.
Ad Tools such as Semrush, Ahrefs, SimilarWeb,and Facebook
library can help you get a better perspective of who the real competitors
in your specific market are and what strategies work best for them.

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You could choose to focus on 3 – 5 competitors and explore their
digital marketing efforts on all channels and platforms or decide to
look into your top competitors per channel, i.e., the top 3 organic
competitors and the top 3 competitors in paid search.
Let’s dive a little deeper into competitor research and analysis by
channel.

• Investigate Competitors’ Social Media Ads Strategy

Before you build your social media marketing strategy, it’s worth
investigating what others are doing. Check their LinkedIn and
Facebook pages, see their YouTube channel, find out if they use
TikTok.
Facebook even has a free tool to peek inside the kitchen of
your competition. The Facebook Ad library allows you to search
by keyword or
brand name to find all active ad campaigns. You won’t be able to track
whether
a competitive brand was active on Facebook in the previous quarter,
though.
Businesses often use Facebook and LinkedIn lead ads to take
visitors to custom-tailored landing pages. The options for
customization and branding might make conversions seem at the
tip of your fingers. Dig a bit deeper to find
what offers, visuals, and messaging work well for the competition.
• Benchmark Competitors’ Google Ads
How to track your competitor’s PPC efforts? Let’s take a closer
look at
some of the most reliable tools.
You don’t have to be running paid ads to access Google’s Keyword
Planner, though you’d need to create an ads account to unlock the
tool’s free options. The Keyword Planner shows volumes and the
average cost per click (CPC) of the keywords your competitors are
running in the selected region. You can discover new phrases
related to your brand, see how often the public searches certain
words, and plan your ad spent accordingly.
Ahrefs is also useful for scanning which keywords your
competitors are bidding on right now and their best-performing
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landing pages. The paid search tab in the tool offers a high-level
sense of their PPC investment and how well
it’s working for them. Keep in mind, though, that the PPC investment
data is
not too reliable.

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Another tool professionals use all the time is Semrush, which has
a free 7-day trial with access to all integral toolkits. Hop’s PPC
team strongly relies on Semrush features when analyzing paid
search competitors.
In Semrush’s Advertising Research tab, you simply type the competitor’s
URL and get to see their ad strategies and budgets. You can read
through ad copies, see live ads, track the most profitable PPC keywords,
and monitor ad spend. All this data can quickly fuel your own paid
ads strategy – from high- converting landing pages to campaign
structure and keyword targeting.
The tool also gives you access to competitors’ Display
Advertising campaigns – you can take a look at the ad texts and
banners they are using.
A hyper-competitive market can quickly drive high CPCs for your
Google ads. If you notice such a trend in your own campaigns, you
might be in a ‘race to 0’. To counter that risk, you’d need to
invest in your brand with SEO and Content marketing. This is
how you can check in on the organic competition.
• SEO Tools to Track Competitors’ Organic Performance
To track your competitors’ organic growth, SEO experts suggest running
crawlers, identifying top-performing pages and keywords, setting
up visibility reports, watching out for rising SEO trends, and
manually tracking the E-A-T signals.

Web spiders or crawlers can go over your website and the

competing domains to collect important data. For instance,
Screaming Frog can help you detect a full range of technical issues
that affect a page’s visibility on Google. You can unravel
duplicate or thin page content, as well as the status of all links to
and from a page. The crawler’s free version can analyze up to
500 URLs.
To assess competitors’ organic performance, Ahrefs can help you narrow
down their high-traffic pages and the keywords these pages target. A
look into these pages would also give you an idea of how the
content satisfies the searcher’s intent.
No SEO toolkit is complete without a proper solution for keyword
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volume and difficulty score analysis. See a comparison between the
top 5 SEO tools to pick the one to your needs. Then, perform a search
to see what your competitors rank for and how they target trophy
keywords with content.

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What else should you consider? Site speed, performance on
mobile, and removing any page errors are crucial for any website.
Google offers free tools for the speed test and a mobile-friendly
check.
You can detect competitors’ traffic sources with Similar Web,
especially useful for larger domains with traffic coming from different
channels.
Don’t forget about the Expertise-Authority-Trust (E-A-T) signals, as
Google fairly rewards websites that have these bases covered. For
instance, a well developed About Us page, updating your
company’s knowledge graph, adding authors to your blog
content – all of these small changes can show Google who the
people behind your business are and make your domains more
trustworthy.
Organic performance is also reliant on the content a brand
publishes and promotes. You’d need to investigate your competitors
from a content standpoint too.
• Evaluate Competitors’ Content Marketing
When researching your competitors’ content marketing strategy, most of
the work you’d need to do is manual. At this step, you’d need to
spend time on the competitive webpages, see what types of content
and formats they use, and how you can stand out. A must-do is to
review:
• The main navigation pages content
• How the pages on the website interlink
• How are your competitors showcasing the benefits and
features of products or services
• What content formats they use for their marketing
• Gated and non-gated content resources
• Main topic hubs
You can satisfy your audience’s intent, expectations, and pain points only
with highly relevant and valuable page content. Any competitor that
develops such a strategy would attract and retain their visitors.
Where to start from? You’d find the answers when you map your
clients’ searches with top, middle, and bottom of the funnel content. See
whether your
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competitors have well-developed pages to support the buyers’ journey at
all of these three distinct stages.
Also, check how they communicate their unique selling
proposition and differentiate their competitive advantage from the
rest.
Your competitors are probably using behavioral tactics to nurture
their prospects and trigger a purchase decision. Google’s own research
describes the process between consideration and purchase as the
“Messy Middle.”
For example, you can spot that similar websites are using ‘the power of
now’. If that is the case, think about putting ‘instant access,’ ‘24/7
service,’ or ‘same day shipping’ offers, if you also provide those but
haven’t communicated them clearly enough on your product
pages.
Similarly, suppose your competitors are using cognitive bias tactics such
as anchoring, bandwagon effect, or decoy effect on their pricing
pages. In that case, it may be worth it to consider how you’re
presenting your product’s value and pricing.
6. Map Out Challenges and Opportunities With a SWOT Analysis
No competitive research is thorough without a ‘good old’ SWOT
analysis. The SWOT analysis doesn’t need to cover everything in
detail. Mark the strengths, weaknesses, opportunities, and threats
in a framework that can show you the path ahead.
Latent Semantic Indexing
Latent semantic indexing (also referred to as Latent Semantic Analysis)
is
a method of analyzing a set of documents in order to discover
statistical co- occurrences of words that appear together which
then give insights into the topics of those words and
documents.
Benefits of Using LSI Keywords:

LSI➢prevents your content from being labelled as spam in the

eyes of search engines. Having varied mentions of keyword
phrases that are semantically related to your primary keywords
increases your content’s credibility. If someone nds your site
through a search engine but doesn’t nd the content he or she is
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expecting, that person can report you to the search engine as a
spammed.

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 LSI➢keywords help you reduce bounce rates by preventing your
site from ranking for the wrong terms. For example, if you are selling
Lenovo Notebook computers, you do not want the search engine
trafc from those seeking information about the 2014 movie “The
Notebook.”

➢ LSI keywords will help you retain visitors on your site by

making the ow of content natural and meaningful. This gives your
readers a peaceful environment without making it feel stuffed
with keywords. This also differentiates your content from keyword
dense content, which simply repeats keywords and key phrases to
dupe the search engines into giving a high ranking.

LSI➢can help your site rank better for related searches. Search
engine bots automatically crawl your site and make a perception
about the content. LSI keywords will rank your site for semantically
related searches, no matter what your target keyword. For example,
if you include LSI keywords for a business selling custom greeting
cards at a premium price, your LSI keywords should allow you to
skip searches for “inexpensive” or “print at home” greeting cards.
Reputation Management in Digital Marketing?
Reputation management in digital marketing is the practice of
monitoring and managing a brand’s image using online tactics.
Reputation monitoring allows digital marketing agencies to get a
strong grasp of how current and potential customers view a
brand. Managing a brand’s reputation is an important aspect
of digital marketing that can improve its image to its
customers.
Reputation management in digital marketing usually involves monitoring
and managing several key media categories for a brand:
➢ Owned media refers to a brand’s own website, social media, and
blog.
Monitoring these gives a digital marketing agency a baseline
understanding of how customers interact with information put out
by the brand itself.

➢ Earned media is the collection of coverage or mentions that

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a brand has earned on other websites, blogs, or forums. This
category also includes reviews on sites like Trust Pilot, Glass Door,
or even Google business listings. Many customers will do a small
amount of research before they purchase from a

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 ➢ brand, so understanding what they will read about your brand
when they perform a search on these sites is critical.

➢ Monitoring shared media involves social listening, which is

the practice of keeping tabs on what people are saying about your
brand on social media, whether from other businesses' accounts
or personal accounts.

➢ Finally, keeping tabs on other brands’ paid media is key to

staying in the know when businesses are attempting to affect your
reputation in advertising.
App Store Optimization (ASO)
App store optimization is the process of optimizing mobile apps to rank
higher in
an app store’s search results. The higher your app ranks in an app store’s
search results, the more visible it is to potential customers.That
increased visibility tends to translate into more traffic to your
app’s page in the app store.
App Store Optimization (ASO) factors to pay attention to include:

➢ App name and title

➢ Keywords
➢ Descripti
on
Subtitle
➢ Total number of downloads
➢ and reviews
Ratings
Main ASO Factors
➢
These factors have the largest impact on where your app ranks, so pay
special
attention to these factors.
App Name/Title: The keyword placed in the title should be the one
with the heaviest search traffic. Spend time researching which keyword
that is, because changing your title too often can be detrimental. As
your app begins to rank
higher and gain more reviews, your app’s news will begin to spread by
word of
mouth. Changing the title can make it difficult for word to spread about
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 your app.
Keywords: To improve your search rankings, you need to know which
keywords are relevant and used most often by your target audience. It is
helpful to monitor competitors to realize how you compare week
to week.

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Secondary ASO Factors
First impression matter — but there are several other factors that heavily
weigh
impact whether users tap that download button. These include:

➢ Total # of Downloads: Your number of downloads are

significant to ASO, but you don’t have complete control
over them.
➢ Ratings and Reviews: Also important and difficult to control.
However,
there are ways to incentivize happy users to rate and review
Here’s a complete breakdown of all the factors to keep in
mind when optimizing your app for better rankings.
career options in digital marketing:
1. Search Engine Optimization (SEO)
With an increase in the demand of SEO services, job opportunities in the
industry are at an all-time high. With a surge in online businesses
due to the pandemic, a SEO specialist has turned to be the need
of every organization, brands and agencies.You can start your
career as a SEO Executive moving forward to SEO Senior
Executive/ SEO Strategist, SEO Manager and lastly as a SEO
Director.

2. Pay Per Click (PPC)

This job role demands an individual to be well-versed in
principles of search engine marketing (SEM) including search
engine optimization (SEO.) One also needs to be analytical and
good with numbers.The end goal of every PPC professional is to
turn the online marketing efforts and have the optimal ROI

3. Social Media Marketing (SMM)

Behind every social media message there is a human messenger who
conveys the company’s views to all its consumers. A Social Media
Executive manages all social media channels, campaigns to engage
with the right audience creating a loyal customer base.

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