Digital Marketing Guide

INDEX
1. Overview and History.................................................... 3
2. What is Digital Marketing?.......................................... 4
3. Evolution of Digital Marketing?................................ 5
4. Who should learn?......................................................... 6
5. Channels of Digital Marketing................................... 7
6. Social Media Marketing............................................... 8
7. Email Marketing............................................................. 9
8. Mobile Marketing......................................................... 10
9. Content Marketing....................................................... 11
10. Display Marketing......................................................... 12
11. Video Marketing............................................................ 13
12. Affiliate Marketing........................................................ 14
13. Measuring Digital Marketing.................................... 15
14. Trends in 2015............................................................ 16 - 20
15. Why It Matters?........................................................... 21 - 23

Overview and History of Digital Marketing:

Online Marketing is a boon to people who run business
online. This e-book is an ultimate guide to master the
digital marketing channels. Put together through extensive
research and analysis of the regional and global trends,
best-practice and benchmarks, we hope this guide
provides you an overview of the digital marketing. This will
also take you through the myriad of players and
technologies that make digital marketing exciting.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

What is Digital Marketing?

Digital Marketing is the promotion of products or brands via one or more
forms of electronic media. It is the strategy and processes that connect
advertisers with their audiences across digital channels. Digital Marketing
at its core is Marketing which is done through different channels such as
display, search, mobile, social, and video.
In addition, Analytics of campaigns success is the beauty of Digital
Marketing. The parameters such as impressions, clicks, website hits, leads
and actual purchases can be tracked.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Evolution of Digital Marketing?

How Digital Marketing differs from Traditional Marketing?
Over the last year or so traditional marketing had fallen nearly 160%
while in the same time frame expenses for digital marketing increased
over 14%.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Who should learn?

Digital Marketing as discussed has a wide scope in future. Its a
complete study of a platform on which all on-going and upcoming
businesses stand and will stand respectively. Digital Marketing is good to
know for all Marketing professionals, Sales Professionals, Business
Owners, Entrepreneurs, Digital Marketing Professionals, Students and
anyone who is eager to earn money through digital world in one or the
other ways.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Channels of Digital Marketing

Organic Search Marketing: Search Engine Optimization is the most
traditional way to obtain a natural placement on organic search engine
results pages. It involves the promotion of websites by increasing their
visibility or achieving a higher ranking in search engine result pages.
Search Engine Marketing is achieved through both paid and unpaid
efforts. Search Engine Optimization (SEO), an on-going and timeconsuming process, is an unpaid effort which is nowadays taking a back
seat. However, Pay Per Click (PPC), an instant result driven approach, is a
paid effort and is the most popular digital channel to get results quickly.

Google

Email
Blog

Twitter

Facebook
Online

SEO

Design

Pictures

Offline

Chat
Video

Review

Internet

Emailer

Banner
Website

Online
Target

Online
Marketing

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Social Media Marketing

Engagement with customers is the ultimate goal of each business. And
professionals know that social media is all about connecting people.
Using social media for marketing can enable small business looking to
further their reach to more customers. Your customers are interacting
with brands through social media, therefore, having a strong social
media marketing plan and presence on the web is the key to tap into their
interest. If implemented correctly, marketing with social media can bring
remarkable success to your business.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Email Marketing
Whether youre sending an email newsletter, a special offer or an
invitation, email marketing deliver you the maximum return on
investment (ROI) and help get your business humming. The main benefits
of email marketing are it is Affordable, Measurable, Easy and Familiar and
gets you results. This is the best approach for one-to-one customer
interaction.

COMPOSE

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Mobile Marketing
Mobile marketing can provide customers with time and location
sensitive, personalized information that promotes goods, services and
ideas. This approach includes SMS marketing, Multimedia Message
Service (MMS) Marketing, Push Notifications, App-based Marketing,
In-game Mobile Marketing and Mobile Web Marketing. Its the right time
to think that your customers are mobile, Are you?

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Content Marketing
Content marketing is a strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent content to attract and
retain a clearly-defined audience and, ultimately, to drive profitable
customer action. Few examples of content marketing include
Infographics, Webpages, Podcasts, Videos, Books, Apps, Presentations,
Blogs, etc. Content Marketing impacts 2 main stages of buying cycle i.e.
Awareness and Research. At first stage, customer needs to be aware that
there exists a solution. Once customer is aware, they will research about
the product or service to educate themselves for best buying. For both
these stages, companies need content to represent brand and do
marketing of the same content which is Content Marketing.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Display Marketing
Display Marketing is an extension of Content Marketing and a newest
approach to reach customers. It is a graphical advertisement that appears
next to content on websites, instant messaging (IM) applications, emails
& other digital format. It includes many different formats and contains
items such as text, images, flash, video, and audio. Although it is a push
marketing technique (people see your ads even if they dont want to)
Display advertising does bring about some valid reasons to use it:
Increase your online presence.
Help reach your marketing goals.
Help to increase brand awareness.
Drive leads.
Promote new products or seasonal offers/promotions.
Increase reach and frequency.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Video Marketing
video marketing is a new type of internet marketing and advertising in
which business create 2-5 minute short videos about specific topics using
content from articles and other text sources. The videos are then
uploaded to various video sharing websites like YouTube for distribution
and exposure. It serves as an alternate medium for businesses to convey
their message to a wider audience, and get more exposure. Being an
audio-visual medium, articles turned into videos also reduce the time
required to read the articles.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in which a
business rewards one or more affiliates for each visitor or customer
brought by the affiliate's own marketing efforts. In other words, it is a
process of earning commission by promoting other people's (or
company's) products.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Measuring Digital Marketing

If its important to take initiative and make efforts then its equally
important to measure the success of those efforts and essentially when
you have tools to measure. The beauty of digital marketing is that it
provides you the tools to measure the success of your digital campaigns
and the entire process is termed as Digital Analytics.
Digital analytics is the analysis of qualitative and quantitative data from
your business and the competition to drive a continual improvement of
the online experience that your customers and potential customers have
which translates to your desired outcomes (both online and offline).
Digital analytics should run in parallel with other marketing activities
providing business with real-time information. The analytics cycle consists
of four steps: measure, analyse, report and test.

170

745
214

345
458

280

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Trends in 2015
Digital marketing has over the last few years undergone a substantial
transformation, becoming an increasingly important medium for creating
an online brand experience. Its a broad field which keeps on extending
everyday with new techniques. Some of prevailing trends of the current
scenario are discussed below:
1. Content Marketing will be your true value: According to
Gartner surveys, content is the most powerful marketing strategy
marketers can use to spread the word of brand. The popularity of content
marketing strategies will continue unabated into the upcoming year,
which essentially means that marketers will abandon the traditional
digital marketing tactics in favor of creating more relevant and inspiring
content. Instead of relying on tested solutions, companies will pay more
attention to customer experience and curate content in a more emphatic,
client-oriented way.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

2. Purchase funnel has blown to bits: Customer has moved from

discrete linear purchase to wearable technology. This moves in customer
time as consumers create links to each other and to brands. Hence
bridging the gap between the online and offline experiences will be a big
step for upcoming online marketing trends.

The Purchase Funnel is Blown to Bits

3. Globalization integrated with personalization: On one hand,

companies are becoming global by ensuring their presence in new
emerging social media networks, mobile presence and other digital
channels. On the other hand, companies are increasingly putting efforts
to do personalize interaction with customers to ensure loyalty of brand.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

4. Marketing Analytics will Bloom: Analytics tools are common for

marketers to track their digital campaigns. Marketers should realize the
importance of analysing the success of their strategy because today many
small medium-sized businesses (SMBs) even after undergoing digital
transformation are blowing down because of wrong track they are
following. As it is not always about making efforts, sometimes its also
about making right efforts.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

5. Be mobile-friendly: The closest reach to your customers is mobile.

This means thinking about mobile when it comes to each and every piece
of content you create - your blog posts, emails and social media posts. A
majority of your followers and subscribers are likely to be accessing your
content via mobile, and yet many businesses still aren't creating and
distributing their content with these users in mind.

6. Strategy of pulling prevails more than pushing: Brands who

use social primarily for "pushing" sales will die out. Marketers need to
understand that social networking is a means to increase interaction with
customers instead of pushing them or sales. Brands must use the concept
of attracting new customers rather than pushing sales ads to the exiting
visitors. The main motive should be to know their interests by meaningful
interactions.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

7. Visual media will go wild: We have been watching it for a few

years now but images, photos, embedded video in social networks and
now streaming video (Meerkat and Periscope) is changing the
engagement landscape. This has happened because of the rapid rise of
mobiles with cameras that are fast rivalling professional Digital SLRs.
During the last few years, the use of videos for marketing purposes has
been steadily growing. This trend is the most likely to continue into 2015,
when more and more companies will start creating the so-called
explainer videos and giving them a prominent role in the user
experience tactics.

Visual

Social
Media

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.

Why It Matters?
The world is quickly becoming digital. Companies are starting to
recognize the importance of getting digital and it is essential that
marketing departments adapt quickly to the new circumstances and
actively hire professionals in the field of digital marketing.
Digital marketing is extremely important, not only because of its rapid
growth but also because it is essentially the future of marketing. Soon all
other traditional marketing forms will disappear as digital marketing will
replace them altogether. Now, lets put some light on key reasons of using
digital marketing:

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.


Digital Marketing saves you money: In this digital era,
designing websites are quite inexpensive. Moreover, social networks like
Facebook, Twitter, Snapchat and many others give us free access of
creating accounts and making our presence global. Conclusively, digital
media is much affordable as compared to traditional advertisements such
as TV, print media, banners, etc.

Its measurable: With a wide range of analytics and data we are

able to analyse our own marketing campaigns and find out how the
campaign performed and how it can be improved. Of course you can get
this data for traditional marketing campaigns but a digital campaign will
allow you to measure the success in real time, giving you the advantage
of planning more effectively and making changes almost instantly.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.


Globalisation: Yes, its only and only through digital marketing that
companies are now present globally. A company need not to have
physical branches in all parts of the country, it can be present everywhere
anytime through digital media.

It prepares for Future: By the year 2020, Gartner reported there

is a projected 26 billion gadgets- smartphones, tablets, watches,
eyeglass and more- all interconnected in a global online ecosystem that
makes up the Internet of Things

Digital Marketing ensures Consumer Engagement: 80% of

consumers use the internet to make their search for information a whole
lot easier and convenient. With the various tools and channels available
with digital marketing, business owners can reach targeted customers
who spend as much as 23% of their online time looking for information
and connect with them by as much touch points as needed. This concept
leads to higher conversion rate which is the end-goal of every business.

Providing Cutting Edge Business Solutions in Digital & Performance Marketing.