Digital Marketing
SEARCH ENGINE MARKETING:
Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries. Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this,
which is why search engine marketing is so effective and such an amazingly powerful way to grow your business. The internet has increasingly become the first – and often only – tool that consumers use to research goods, services and providers before they buy. This makes search engine marketing (SEM) a vital component of any business marketing plan. The objective of (SEM) is to drive traffic to your website with the intent of converting those visitors into customers. With SEM, it is important to have your business site listed near the top of the search engine rankings since very few internet users will actually look at search results beyond the first couple of pages. SEM can be divided into two categories: organic and paid. Both are important.
Organic Search Engine Marketing
As you might expect, “organic” SEM is a “natural” way to improve your ranking in search engines and therefore drive traffic to your website. The most common form of organic SEM is search engine optimization (SEO). SEO refers to a variety of techniques designed to help your website rank higher in search engine results. Optimizing your website involves doing a little bit of research on what keywords or phrases your customers or potential customers are searching for when they are looking for your products or services online. It then involves writing web content using those keywords in a way that is both easy for search engines to pick up but still readable and pleasant for your website visitors. As far as the design of your site goes, an SEO website should have links from page to page that are easy for the search engine spiders to navigate and collect information. Finally, you should have links on other reputable and relevant sites that lead back to your site as this will increase your SEO ranking as well. In addition to SEO, there are a few other strategies for organic SEM that may or may not lead directly to your website but can still promote your business. These strategies include SEO video, social media, online customer review sites and tools such as Google Places.
Paid Search Engine Marketing
Sometimes when you are at the beginning of your SEM campaign, it can be difficult to get a decent ranking organically. This is especially true if there is a lot of competition in your field. If you are finding that this is the case for your business, it may be worth it to invest in some paid SEM. Pay Per Click (PPC) advertising is the most common form of paid SEM. PPC ads are the ones you see at the top of your Google search with the word “ad” written discreetly next to the link. Search engines such as Google sell keywords to the highest bidder. One of the nice things about this form of advertising is that – as the name suggests – you only pay for the ad when someone actually clicks on it. Other forms of paid SEM include banner ads, remarketing as well as ads on social media sites such as Facebook or YouTube. It is usually not necessary for a business to engage in all of these forms of SEM but we do usually recommend a mix depending on the business and its specific goals.
AFFILIATE MARKETING:
Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model. Success in affiliate marketing for the merchant is all about building the right relationships with the right types of affiliate. Being in the industry from quite a longer period of time we have achieved a number of affiliates with a healthy working relationship with them which help us growing the business. Affiliate marketing is basically a process where a brand or supplier, for example a book retailer, attract customers by rewarding the third-party (or affiliate) for marketing their goods and services,
and driving traffic to their website.The affiliate relationship is based upon the conversion; the conversion is the action on the part of the consumer which forms the central reason for the affiliate relationship. or the action can take a number of forms; The conversion so for Amazon this might be the sale of the product; for others it might be the placing of an online bet, or booking a holiday. In a nutshell affiliate marketing as the basic process. The first step is where the user visits the affiliates blog or social media site (website, twitter, and so on), individuals arrive at a purpose-built landing page, receives an e-mail, use their twitter page, use a PPC advertisement, sees a viral advertisement and so on. The user then clicks on the link and is redirected to the merchant’s landing page or product. Often it is difficult to tell that you have left the affiliates website at all; for example Amazon.com allows you to cut and paste examples of books from their website to be placed on your own. There are a number of ways of doing this. Using cookies the merchant and the affiliate workout how many people have clicked through. Finally the consumer or user books a holiday or buys a book; the code embedded on the affiliate website indicates to the merchant where the sales come from and to whom commission is owed. Some affiliate have quite complex affiliate management software which is accessible by the merchant and the affiliate; for example an affiliate can work out how much money he is making, and can optimise various pages through digital marketing to improve conversion rates.
EMAIL MARKETING:
Email has been around for more than two decades, and it’s not going anywhere anytime soon. It’s still the quickest and most direct way to reach customers with critical information. The reason is simple: Consumers are very attached to their emails. Just ask yourself how many times you have checked your email in the past hour...See what we mean? We have crossed almost 15 million opt in subscribers from last 4 years and is still growing. We reach almost 5 million people in a day in order to deliver the best and the maximum as per the client's requirement.
STEP1- Planning of the marketing strategy
Firstly, the global targets and milestones that are intended to be achieved with email marketing have to be defined. Email marketing is not a sprint but a marathon and therefore the path and the goal must be defined clearly so that the provider does not drift off the track.
STEP2- Collecting target group data
Once the overall objectives are determined, it should be clear which target groups to address as well. So the email addresses of the members of these target groups must be collected or rented. In addition, it would be good to obtain their permission to send them emails (i.e. opt-in and double opt-in data).
STEP3- Setting up the database
The data of the target groups, such as email addresses and any other information (e.g. first name, last name, gender, desired email format etc.) must be stored in a database that will personalize the emails accordingly. If additional profile information from email recipients is asked, in order to be able to customize the content of the emails for instance, it’s stored in the database too.
STEP4- Defining the emailing concept
In the next step the actual concept of the emailing broadcasts is determined, which means the tactical objectives and the deriving communication frequency for instance (a single action, a regular newsletter, or a multi-stage campaign).
STEP5- Producing the contents
For every email campaign appropriate content for the target group and concept has to be produced. These consist of editorial and/or advertising texts and emails in HTML format, in addition of photos, graphics and any other visual elements that elaborates the products or services that we are prmoting through mailers.
STEP6- Emailing set-up
After defining the concept and the content for the message, the email has finally to be set up. So has, for instance, the order of the texts to be classified and variable or optional text blocks have to be specified in addition to the decision which audiences will receive the corresponding text block. Finally, there are the headers and footers, as well as the information for the email headers (e.g. sender address, subject line).
STEP7- Email blast
A personal email for each recipient has to be compiled and sent, when sending an email. During the compilation the appropriate email format has to be taken into consideration for e.g. the format the recipient prefers (e.g. text, HTML, Flash, PDF), the appropriate salutation, and possibly variable or optional text blocks. Emails that bounce back as undeliverable have to be processed accordingly, depending on the reason of non-deliverability. Set-up a test account with the major providers to figure out if the emails have been delivered properly or which one are filter.
DISPLAY ADVERTISING:
Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. If your organization intends to activate Display Advertising, it is important to understand some key metrics that you will encounter throughout your engagement process such as Reach, Clickthrough rates, Bounce rates, Conversion rates and of course return on Investment in order to have a better picture of the performance of your Online Display Marketing activities. We do have a dedicated team that looks after display marketing in order to reduce the
STEP1- Select Goals and KPIs
First thing is to decide what exactly you want to achieve through the campaigns including raisind brand awareness, increasing web traffic, lead gneration etc. Next, you’ll select key performance indicators (KPIs), which are data points that will help you measure whether you’re meeting goals and determine whether the campaign is a success. Typical KPIs for display ad campaigns include the number of impressions served, the click-through-rates (CTRs) on ads, the ad cost-per-click (CPC), and conversion rates.
STEP2- Define Target Audiences
The process of defining target audiences is closely tied to campaign goals. Target audiences are those ideal people you want to reach through your campaign. While advertising on the Internet gives you the ability to reach a large and diverse set of people, clearly defining target audiences is important because your ads will not resonate with everyone equally. Some people just aren’t looking to buy your product or service, and displaying your ads to these people is a waste of your marketing dollars.
STEP3- Buy Media
Advertisers can buy media through the following channels: 1. Publishers: Advertisers can buy ad space directly from publishers. Often, publishers save prime inventory or ad space to sell directly to advertisers. This inventory usually costs more, but advertisers are guaranteed that their ad will be displayed on the website. 2. Ad Networks: Advertisers can also purchase inventory through ad networks, which serve as intermediaries between them and publishers. Ad networks act as a single point of contact between an advertiser and multiple publishers, thus making it easy for advertisers to run their ads across multiple websites. 3. Demand-Side Platform (DSP): This is an online environment that makes it easy for advertisers to purchase highly targeted display inventory across multiple websites, through one single interface. Similar to Google AdWords, DSPs allow the advertiser to set up ads, target specific audiences, report on results, and bid on inventory in real time. The big difference is that DSPs are predominantly for display advertising (banners, skyscrapers, and other graphical ads), and that bidding is done on a CPM basis instead of the CPC model typically used for text ads.
STEP4- Develop Campaign Creative
It’s helpful to think of your display ad as a highway billboard. Your audience is moving fast and you only have a moment to make an impression. Creating ads that are eye-catching is how you can make the most of that one moment. There are several display ad formats and sizes for you to choose from: Text: These are simple ads that contain only text. Image: Currently the most popular form of banners
LEAD GENERATION:
In marketing, lead generation is the initiation of consumer interest or enquiry into products or services of a business. A lead usually is the contact information and in some cases, demographic information of a customer who is interested in a specific product or service. It's been ages and we are generating leads for almost all the major brands through Email-Marketing. We generate more than 200-300 leads on daily basis for some of our Banking and Real Estate clients. There are two types of leads in the lead generation market: Sales Lead: Sales leads are generated on the basis of demographic criteria such as FICO score (United States), income, age, household income, psychographic, etc. These leads are resold to multiple advertisers. Sales leads are typically followed up through phone calls by the sales force. Sales leads are commonly found in the mortgage, insurance and finance industries. Marketing Leads: Marketing leads are brand-specific
leads generated for a unique advertiser offer. In direct contrast to sales leads marketing leads are sold only once. Because transparency is a necessary requisite for generating marketing leads, marketing lead campaigns can be optimized by mapping leads to their sources. Capture qualified sales leads through high quality content and targeted: 1. Inbound marketing— blogging, guest blogging, blogger outreach, blog syndication, social media updates, social media engagement, SEO on-page optimization, premium content (eBooks, infographics, videos, webinars), calls-to-action, landing pages. 2. Demand generation— paid search (ppc), social media ads, banner ads, native ads, email marketing, direct mail, print ads, media ads, tradeshows, speaking engagements, personal networking.
USER ACQUISITION:
Having a solid customer acquisition strategy is an essential component for any business. Without it, you're going to seriously struggle to grow your business in any kind of meaningful way. That said, one of the most difficult parts of scaling any business is actually figuring out which channel is the most sustainable for bringing through new customers. There are a lot of ways that we use to acquire new customer for different products that services that we promote. E-mail marketing is the one of the major way of acquiring new users. Apart from email marketing, we do use Google Adwords, Banner
Ads, Pop-Up and Pop-Under Traffic, Video Traffic etc. We do have more that 10 million subscribers from different regions of India and Abroad. Customer acquisition is the process of acquiring new customers for business or converting existing prospect into new customers. This process is specifically concerned with issues like acquiring customers at less cost,acquiringas many customers as possible, acquiring customers who are indigenous and business oriented,acquiring customers who utilize newer business channels etc. The whole process should concentrate on following considerations: 1. Primarily it is important to determine and focus on the psychology of customers, like how the customers feel and think and then selecting the product segment to be presented to them. 2. Concentrating on how the customers are influenced by the surrounding environment like the business culture, technology, media etc. 3. Analysis of customer behavior and tendency while buying specific range of product. 4. Studying the customer’s limitation of knowledge processing power which influences the decision making power. 5. Finally, it’s very important to engage best strategies for effectively convincing new customers and improving marketing campaigns. Customer acquisition techniques change with technological changes. There is always a need to optimize and upgrade the traditional ways of marketing channels available. Exploring new methods to entertain customers is important to remain in the competition and have high acquisition rate.
PROGRAMMATIC ADVERTISING:
You’ve probably heard of programmatic advertising. As with all new and fast-growing advertising technologies, there’s often confusion as to what exactly it involves. Programmatic advertising is essentially the buying of ad space in an automated way. It uses audience data and insights from a variety of sources, to allow advertisers to show highly relevant ads for the audience, at the right time and in the right place. The biggest benefit of programmatic advertising is that advertisers can be incredibly specific with their ads relevance to the audience, because of the amount of data available on audiences. The data and targeting is very powerful and because the process takes place in real time and is assisted by automated bidding decisions based on data, it reaches the right audience, at the right time, in the right place. This simply isn’t possible with traditional display advertising which is negotiated with publishers and bought upfront. Programmatic media buying includes the use of DSPs, SSPs and DMPs. DSPs, (demand side platforms) which facilitate the process of buying ad
inventory on the open market, provide the ability to reach your target audience due to the integration of DMPs (data management platforms). DMPs collect and analyze a substantial amount of cookie data to then allow the marketer to make more informed decisions of whom their target audience may be. On the publisher side of things, publishers manage their unsold ad inventory through an SSP (supply side platform). An SSP reports attention data such as how long a visitor was on a specific site or how many pages were viewed per visit. SSPs will ultimately be in charge of picking the winning bid and will serve the winning banner ad on the publisher’s site.
