advertising and branding using digital marketing techniques and tools final
TRANSCRIPT
ADVERTISING AND BRANDING USING DIGITAL MARKETING
TECHNIQUES AND TOOLS
DIGITAL MARKETING FOR ADVERTISING
Digital Advertising Grew to a $32 Billion Industry in the First Half of 2016
It is necessary for the businesses to develop a clear way to connect with millions of customers within a short period
Running campaigns through digital marketing is a great way to interact with customers and reach thousands of audience
If you want to increase your market share, then it is better to choose the affordable digital marketing option that suits to your requirements
Best online advertising channels are Facebook, Google AdWords, LinkedIn, Twitter and promoted content marketing platforms using Taboola and Outbrain
DIGITAL MARKETING FOR BRANDING
Using social media for branding
Using paid advertising for branding Using PPC Ads for Branding Using Display Ads for Branding Using Remarketing for Branding
Using targeted content marketing campaigns for branding
USABILITY OF SOCIAL MEDIA ADVERTISING
Unmatched targeting Control over spend Ease of use over other advertising mediums
Let’s take a look over some of the hottest social media tools
FACEBOOK AT A GLANCE It occupies 70% of the social advertising market
1.79 billion monthly active users
1.18 billion people log in to Facebook daily
1.66 billion mobile active users
29.7% users are between age 25 to 34
Highest traffic occurs mid wee between 1 to 3 pm, on Thursday & Friday engagement is 18% higher than average engagement
Average time spent per login session is 20 minutes
50% of 18-24 year-olds go on Facebook when they wake up
At 1.79 billion, Facebook has more monthly active users than WhatsApp (500 million), Twitter (310 million) and Instagram (200 million)—combined
Stats based on Facebook’s quarterly results till Sept. 2016
FACEBOOK ADVERTISING – MAJOR BENEFITS
Broader reach when compared to any other social platforms.
Allows in-depth targeting, gives you multiple options to narrow your target
Pocket friendly, pick a budget that suits you
Dynamic ads features for businesses with several products
Very secure and simple
IDEAL MARKET SEGMENTS FOR FACEBOOK
Fashion and beauty industry
Travel and hospitality
Entertainment industry
Ecommerce websites
Home and garden beautification businesses
Real estate industry
Mostly all the b2c businesses looking for branding
TWITTER AT A GLANCE
310 million monthly active users
80% of active users access Twitter on Mobile
The best tool for influencer marketing
Tweets with images receive 18% more click throughs
77% of Twitter users feel more positive about a brand when they receive a response to their Tweet
Companies using Twitter for customer service see a 19% lift in customer satisfaction
60% of consumers expects response within a hour(average is 1 hour 24 minutes)
Best suited for both B2B and B2C
LINKEDIN AT A GLANCE
There are now 433 million registered LinkedIn users, Each month, 106 million unique users visit LinkedIn. The average user spends 17 minutes per month on LinkedIn. 13% of 15 - 34 year olds use LinkedIn. There are 39 million students or recent graduates on LinkedIn. 13% of LinkedIn users do not have a Facebook account. 41% of millionaires use LinkedIn. Microsoft paid $26.2 billion to buy LinkedIn.
IDEAL MARKET SEGMENTS FOR LINKEDIN
Talent sourcing IT industryManufacturing industryFinancial industryLegal industryAny B2B entity
TOP 4 MODERN DIGITAL MARKETING TECHNIQUES
Content marketingOutreach campaigns Influencer marketingPodcasting and Webinars
CREATING BUYER PERSONA – THE BUILDING BLOCK
Broadly define, who is your buyer
Identify the following (wherever possible) Location Age Gender Interest Education Level/ Job Title Language Buying concerns
Customize buyer persona according to micro moments
CONTENT MARKETING
Involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services
A very broad online marketing segment
Content is the king and it rules online marketing
It’s a part of every channel we discussed, content is everywhere, like SEO (Website Content, Blogs, PR) Social Media Content Email Content Landing pages and Ad Copy Video & Audio
OUTREACH CAMPAIGNS
A segment of content marketing where we target custom audience strategically
It involves following processes Audience research Platform identification Identifying key people to contact Creating custom content Reaching out to identified contact to get your content published Follow up if content is not published Repeat the process
INFLUENCER MARKETING
Focuses on targeting individual who can influence potential buyers
Influencer Marketing Process Identify influencers (can be journalist, celebrities, internet personalities) Start engagement and build online relationship Ask for inputs for your content outreach campaigns Include their inputs while developing content Notify them once the content is published They will endorse your contents to their followers
Earned influencer marketing vs. paid influencer marketing
IMPORTANT TOOLS FOR EXECUTION OF ALL THIS
BuzzSumo Pitchbox BuzzStream Hootsuite MailChimp/ Aweber
INTRODUCTION TO GOOGLE ADWORDS
WHY GOOGLE ADWORDS The most widely used paid advertising medium You can define your budget & monitor it to reduce overspending Positive ROI (US$ 2.33+ returns for every US$1.12 spent for SMEs) Target your traffic (by location, device & many other targeting options) Instant results Option to A/B test almost everything Track results & take corrective measures
IMPORTANT TARGETING FEATURES Contextual targeting Placement targeting Audience targeting Retargeting/ Remarketing Interest targeting Device targeting Location & Radius targeting
KEY TO SUCCESS WITH ADWORDS ADVERTISING
Mobile optimized website Easy to load landing pages Selection of appropriate keywords Using right targeting options Attentive and informative Ad copy Use of small forms and relevant CTA A/B testing
ONLINE REPUTATION MANAGEMENT
HOW MUCH CAN A BAD REVIEW IMPACT YOUR BUSINESS
Cost of bad reviews: Can cost you about 30% of your business You may have to spend even more on legal fees
How to handle bad reviews Address negative reviews in a positive manner Offer a remedy right there in the review
REASONS WHY YOU NEED ONLINE REPUTATION MANAGEMENT
Increase Sales Build Trust and Credibility Show Your Best Side Online Insights Recruitment
THAT’S ALL FOR TODAY. THANK YOU
https://zephoria.com/top-15-valuable-facebook-statistics/ https://www.brandwatch.com/blog/44-twitter-stats-2016/ https://www.linkedin.com/pulse/2016-linkedin-stats-you-should-know-updated-katy-ell
e-blake http://contentmarketinginstitute.com/getting-started/ http://www.interactmarketing.com/5-reasons-you-need-an-online-reputation-managem
ent-strategy/
http://blog.repugen.com/how-much-can-a-bad-review-impact-your-business/