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/