Welcome to this module which is an introduction to digital marketing do any of these social networking platforms (Facebook, Twitter, Google, Youtube) look familiar to you, did you google something today or check your Facebook maybe did you see that funny video that went viral yesterday or did you read the tweet by that famous cricketer. If you probably did then you’re a neighborhood of the digital world along side 3 billion people which is 40 percent of the world’s population. That’s a large number and wherever there a huge number of people there is a huge marketing opportunity which is what digital marketing is all about. At the end of this content, you will be able to
- Understand what digital marketing is
- Identify the need to go digital
- Identify the basic objectives of digital marketing
Why companies have to include digital marketing as part of their overall marketing strategy and of course the basic objectives are digital marketing what it’s used for as I mentioned before, there are three billion people who are online today which is close to 40% of the world’s population who are these people. What are they doing? How are they doing it?
We’ll take a glance at that 62% of those people are browsing the web through their computers or desktops 31% which is again an enormous number do school through mobile devices through their mobile phones. The smartphone revolution has made this possible and 7% do so through tablets you will be surprised to know that off the total time spent on media on electronic media or otherwise 54% of the time is spent on online media to 4% that people spend on online media 28% the social marketing which is in most cases Facebook 13% is microblogging which again is about Twitter, and the rest of the activities are a mix of updating blogs reading news watching TV or online and, other activities.
What is this translate when people are spending so much time on media there is a huge opportunity for you to reach out to them during that time. And this is a result if you will see this graph you will notice that budgets for paid search advertising and display advertising both of which are fundamentals of digital marketing have been increasing over the years. This year it is estimated that there will be a spend of 126 billion dollars the increase in digital spending is almost three times an increase in the total ads expenditure for marketing. When we spoke about search advertising where is this money being spent this again is related to where is the time being spent. This graph
shows you that the Google search engine has the largest chunk followed by Baidu and Yahoo and Bing when people invest in search advertising. They put up ads on the search Network I’ll show you what I’m talking about this is a Google search engine results page for a query office box for women you’ll notice that aside from the organic stuff that you simply see on the page actually which is much down the page. The ads dominate the page these are sponsored results, and you’ll see a rather yellowish orange tag indicating that they’re ads. What happens if I have found a website that I want to go to and then I leave the search engine page this is what happens in this case. I was looking for sites about cakes and baking and I came to this website but there’s an opportunity for me to see ads here as well. So, there you go how’s this for intention, and as you saw in a previous slide 28 percent of your time is spent on social media which in most cases is predominantly Facebook, but Facebook has space for ads too.
In this example, you can see ads or furniture for child wear, and for sunglasses email marketing is another important branch have you ever got emails about luhan’s or construction of you houses or about eBay or Amazon in a new office. If you’ve got you recognize what I’m talking about, Why are three billion people online? what is this thing about digital media that’s attracting everyone? Let’s see that intimately or a user the digital media offers multiple channels and devices to try to to what they need to try to to they need a good range of web sites . The social media to connect with to maintain relationships this cross-device integration you can start on a desktop go through mobile and end on your tab. There’s also better decision-making this huge number of choices wanna buy a bag there ten sites that’ll offer you one with five sites probably offering you better discounts than what you can get at the store and of course they are easy to buy and return. You’re going to come home and deliver to you and if you want to return it in most cases. They gonna pick it up as well and of course with one it’s another payment gateway buying online is easier than ever before for a marketer there are loads of reasons relevance.
I will compare this aspect to traditional advertising if you are driving down a road and you see a hoarding about let’s say jewelry you may or may not be wanting to buy jewelry at that point you may not have the money for it or may not be in a mode for it. But if you are looking online and say want to buy your rings online I want to buy jewelry online and you see ads that are relevant to you from a jewelry store that has an extremely high degree of relevance as compared to the hoarding, that you see on the road personalization cases Google and Facebook and other sites that you simply use collect tons of data about you which of them is legal. But they can use this information to create a better advertising experience for you.
You can even see emails where your name is highlighted. For example, I see emails that read hello Jasmine would you wish a loan today otherwise you could see ads that would be supported your previous browsing history. If you have been shopping for clothes for your kid you could see ads that say maybe you should buy a new brand clothes collection back again effectiveness is a big driver for digital marketing.
Traditional media overtime has become super expensive placing an ad in the newspaper or buying a holding for a month is a large outlay of money. Whereas digital marketing can probably start off with one-tenth of that investment. The digital media is also an extremely measurable medium, going baTraditional media overtime has become super expensive placing an ad in the newspaper or buying a holding for a month is a large outlay of money. Whereas digital marketing can probably start off with one-tenth of that investment. The digital media is also an extremely measurable medium, going back to the example of the road and hoarding you may not have an exact count of how many people actually saw the ad on the touring. You will not know how many people went into your store because of that wording and you will never know how many people bought that particular item. Because of what they saw on that particular Road unless of course that was the only marketing media that you were using at that point in time but digital media you can track this to the very last click. You will know how many people came to your site from where they came to what they saw on your site and what they bought.
What was the value of that purchase and will they come back again you can track that as well Digital campaigns are extremely scaled able campaigns? If I create a campaign for the US today I can easily replicate it for Pakistan, India, or worldwide. Tomorrow there is no permissions involved there’s no time involved it’s all done within a few clicks how engaged can you be with the holding on the road can you talk to it and you change it you can’t but you can be super engaged with an interactive ad that you see on a website. We will see examples later where you’ll actually make the ad work for you. You can make characters within the ads do various things by clicking a mouse around that’s engagement what do I mean by A level playing field. If I were a small little business obviously I will not have the monies involved to compete with a large player a national player but you can do so in digital marketing. You can actually decide where your ads will show to how many people they will show and if your ads are of high quality you might actually end up paying lesser then the bigger players in your market.
And of course, there is the ability to go viral how many of your friends ever passed down a paper cutting to you and said wow look at this ad not likely but a lot of them must have shared a wonderful ad on their Facebook profiles, and that multiplies that is free advertising. Let’s look at the objectives of digital marketing driving sales and leads this is direct response marketing where your campaigns will get people to buy something from your website in some cases they’ll not want to shop for something but probably convert to a lead, where they’re going to check in or a coat or check in for a subscription. If you are a small brand that no-one knows about or if an enormous plan but introducing a replacement product a replacement addition to your line and you would like to increase brand awareness digital marketing is the answer for businesses that are not really selling a product and don’t need sales or leads or not advertising a product. But just want people to come to this site could be a new site could be a blog about cooking could be something about the environment that you want to talk about.
Basically you’re driving people to your site and this will be done to digital marketing user behavior is a crucial think about advertising. There is a difference between how it’s treated in traditional media and digital media. Let’s look at a few factors that matter in digital marketing page of results there’s a funny quote that I read the other day that the best place to bury somebody is on the second page of results because they’re never going to be found if you are not in the first page of a search engines results.
Nobody is ever going to click in and see your ads. So it’s important to be in the midst of action which is on the first page. The first fold is that a part of the web site that you simply see without scrolling down again most of the people aren’t involved enough to scroll down.
Therefore, if you want your message to be heard it’s important to be in the first fold. We need the right mix of text and images too much text will make it look like a newspaper too bookish too many images will look like clutter. In fact, there’s a term called banner blindness where the brain is attuned to tuning out stuff that looks like too much of ads. So, you need to have the right mix of text and images clarity of content somebody who comes to your website needs to understand what your website is all about.
He shouldn’t have to be clicking through five or six links to get a gist of what your site is about it needs to be there upfront clear and easy to understand. A call to action is a signal to the user about what he has to do what do you want people to do when they come to your site. Do you want them to buy something? Do you want them to sign up? Somewhere do you want them to give them your email id what do you want them to do unless you tell them clearly they are not going to be able to understand quickly.
And easy navigation is a very important fact have you ever been to websites but you try hitting the back button and you come back out of the site. If you have that’s terrible is it? It a user needs to understand how he can move from one page on the site to another a prominent back button. A home button all this will help security and security is a major concern because there are lots of commercial transactions happening on the web you put in your credit card details. You don’t want to be fished but you don’t want to end up spending a lot of money unintentionally. The security is important in US resources in creating a secure atmosphere for your user’s responsiveness in this world of social media but people expect you to talk back to the brands and have a very important responsibility of responding back to the user.
If somebody posts on a brand’s page that I didn’t get this product or it was bad it becomes important for the brand to respond back and say we’re sorry we will look into it. If you don’t that leaves a very bitter taste in the user’s mouth so watch out for responsiveness that brings us to the end of this model. Let’s take a look at what we learned. We learned that exponential growth and digital highway or the digital world is a huge opportunity for marketers. Users can be reached in various channels search display social media email marketing and more the benefits of digital marketing are numerous of your important ones are relevance measure ability and scalability.
The main objectives additional marketing and driving sales and leads clicks to your site or increasing brand awareness and finally we learned about how user behavior in the digital world is different from the traditional world. And what this sets expectations for what factors are important once you check out a digital marketing campaign many thanks .thank you.