Direct Marketing &...

DirectMarketing&e-Marketing (GME504M)

Prepared by

VIJAY MAHAWAR

14PGGMS071

Submitted in fulfillment of Self-Audit

in 5th Trimester of MBA program

Sri Sri University, Cuttack, Odisha

2014-2016 BATCH

Preparedby:VijayMahawar(2014-2016)forVSemesterself-audit2

DirectMarketing&DigitalMarketing

DECLARATION BY THE LEARNER

This is to declare that I have carried out this self-audit work myself in fulfillment of the

Trimester V of MBA program in General Management for Finance Major subject – Direct

Marketing & e-Marketing from Sri Sri University, Cuttack, Odisha.

The work is my original work, with due reference/credit given wherever required. This report is

not been submitted to any other University/Institute for an award of any degree/diploma.

Date: 286h Mar, 2016 Signature:

(VIJAY MAHAWAR)

Place: Sri Sri University, Cuttack, Odisha



TABLE OF CONTENTS

1.IntroductiontoDigitalMarketing............................................................................................................4

2.AffiliateMarketing...................................................................................................................................5

3.Displayadvertising...................................................................................................................................6

4.Emailmarketing.......................................................................................................................................6

5.Searchmarketing.....................................................................................................................................6

6.SocialMedia.............................................................................................................................................7

7.SocialNetworking....................................................................................................................................9

8.Gameadvertising.....................................................................................................................................9

9.OnlinePR...............................................................................................................................................10

10.Videoadvertising.................................................................................................................................12

11.WhatisSEO?........................................................................................................................................12

AppendixI:References..............................................................................................................................19



1. Introduction to Digital Marketing Digital Marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference, engage with customers and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product, and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.

Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ring tones. The fundamental concept in digital marketing is based on the inbound marketing approach or generally it's called customer centric approach.

According to the Digital Marketing Institute, Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses.

Digital Marketing is facilitated by multiple channels, As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand. There are multiple online marketing channels available namely;

• Affiliate marketing • Display advertising • Email marketing • Search marketing • Social Media • Social Networking • Game advertising • Online PR • Video advertising



2. Aff i l iate 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.

� Affiliate marketing is also called "performance marketing", in reference to how sales employees are typically being compensated. Such employees are typically paid a commission for each sale they close, and sometimes are paid performance incentives for exceeding objectives.

� Affiliates are not employed by the advertiser whose products or services they promote, but the compensation models applied to affiliate marketing are very similar to the ones used for people in the advertisers' internal sales department.

Types of Affliate Program

• PAY PER IMPRESSION - Advertisers receive revenue based on the number of impressions ads served on their website are viewed by visitors. These are often seen in niche websites with a targeted audience.

• PAY PER LEAD - Advertisers are compensated for attracting website visitors who fill out enough information in a web form to be sold off to other companies. These are often offered by financial services.

• PAY PER ACTION - Advertisers earn revenue based on the number of defined actions from the network ads that live on their affiliate websites.



3. Display advertis ing Display advertising is advertising on websites. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.

According to eMarketer, Facebook and Twitter will take 33% of display ad spending market share by 2017. Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015.

4. Email marketing Emailmarketingisdirectlymarketingacommercialmessagetoagroupofpeopleusing email. In its broadest sense, every email sent to a potential or currentcustomercouldbeconsideredemailmarketing.Itusuallyinvolvesusingemailtosend ads, request business, or solicit sales or donations, and ismeant to buildloyalty,trust,orbrandawareness.

Emailmarketingcanbedonetoeithersoldlistsoracurrentcustomerdatabase.

Broadly, the term is usually used to refer to sending email messages with thepurposeofenhancingtherelationshipofamerchantwithitscurrentorpreviouscustomers, to encourage customer loyalty and repeat business, acquiring newcustomersorconvincingcurrentcustomerstopurchasesomethingimmediately,andaddingadvertisements toemailmessagessentbyothercompanies totheircustomers.

5. Search marketing Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.



6. Social Media Social media are computer-mediated tools that allow people or companies to create, share, or exchange information, career interests, ideas, and pictures/videos in virtual communities and networks.

Social media is defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."

Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content.

They introduce substantial and pervasive changes to communication between businesses, organizations, communities, and individuals. These changes are the focus of the emerging field of technoself studies.

Social media differ from traditional or industrial media in many ways, including quality, reach, frequency, usability, immediacy, and permanence.

Social media operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media that operates under a monologic transmission model (one source to many receivers).

In March 2016, eBizMBA ranked the top 15 most popular social media sites, by estimated unique monthly visitors, as:

1. Facebook: 1,100,000,000 users. Facebook is a networking site used to connect with friends or family, or for promoting businesses.

2. Twitter: 310,000,000 users. Twitter is mostly a small-post blogging networking site.

3. LinkedIn: 255,000,000 users. LinkedIn is a networking site mostly used by professionals with focuses in business.

4. Pinterest: 250,000,000 users. Pinterest is a site where networkers post new ideas, "do-it-yourselves", and theme-based posts.

5. Google Plus+: 120,000,000 users. Google Plus is a social networking site owned by Google, that is similar to Twitter and Facebook.

6. Tumblr: 110,000,000 users. Tumblr, like Twitter, is a blogging network. Unlike twitter, tumblr allows for more long-winded posts and allows users to make an aesthetically pleasing profile.

7. Instagram: 100,000,000 users. Instagram is a photo/video sharing mobile app.

8. Vkontakte (VK): 80,000,000 users. VK is a European social networking site (most common in Russia) that is most similar to Facebook.



9. Flickr: 65,000,000 users. Flickr is an image and video hosting app. 10. Vine: 42,000,000 users. Vine is primarily a video sharing app where users

can share short second-long videos. 11. Meetup: 40,000,000 users. Meetup is a networking site used to connect

with local groups. 12. Tagged: 38,000,000 users. Tagged is a social networking site used to

connect with friends. 13. Ask.fm: 37,000,000 users. Ask.fm is an anonymous question and answer

platform. 14. Meetme: 15,500,000 users. Meetme is a networking site by Quepasa

Corporation. 15. Classmates: 15,000,000 users. Classmates is a site primarily used to find

old school mates.



7. Social Networking Social networking is the use of internet-based programs to make connections with friends, family, classmates, customers and clients. Social

can be done for social purposes, business purposes or both. The programs show the associations between individuals and facilitate the acquisition of new contacts. Examples of social networking have included Facebook, LinkedIn, Classmates.com and Yelp.

8. Game advertis ing In-game advertising (IGA) refers to advertising in computer and video games. IGA differs from advergaming, which refers to a game specifically made to advertise a product.

The IGA industry is large and growing.

In-game advertising generated $34 million in 2004, $56 million in 2005, $80 million in 2006, and $295 million in 2007. In 2009, spending on IGA was estimated to reach $699 million USD, $1 billion by 2014 and according to Forbes is anticipated to grow to $7.2 billion by 2016.

The earliest known IGA was the 1978 computer game Adventureland, which inserted a self-promotional advertisement for its next game, Pirate Adventure. The earliest known commercial IGA occurred in 1991 when a spot for Penguin biscuits appeared in James Pond - RoboCod.

IGA can be integrated into the game either through a display in the background, such as an in-game billboard or a commercial during the pause created when a game loads, or highly integrated within the game so that the advertised product is necessary to complete part of the game or is featured prominently within cutscenes. Due to the custom programming required, dynamic advertising is usually presented in the background; static advertisements can appear as either. One of the advantages of IGA over traditional advertisements is that consumers are less likely to multitask with other media while playing a game, however, some attention is still divided between the gameplay, controls, and the advertisement.



9. Online PR Online PR is very similar to traditional PR in the sense that it’s about influencing people rather than buying placement for brand content. The influence could result in a story in a magazine, newspaper or blog. It could also result in other online pick-up, including social media.

Typically, when people talk about traditional PR, they are referring to traditional media: newspapers, TV, radio and magazines. With online PR, traditional media brands may still be a target, but often online PR targets online properties, along with an array of other platforms and networks, from search to social. The methodology of online PR has adapted to the platform–forming a need to garner real-time analytics, news, influence, social, search and other signals, alongside wait-n-pray tactics. Influence who with online PR? • Columnists & traditional writers (just like traditional PR) • Bloggers: personal & professional • Websites & brand sites • Twitter users (based on their followings and interests) • Social media users: Facebook, Google Plus, Pinterest, SU, Reddit, etc • Awards, events and exhibitions • Directories, lists and organizations • Web searchers

The outreach for online PR may be both direct & indirect — from employing hashtags and keywords, alongside email and snail mail. At the heart of both traditional and online PR is story-telling. This is never going away; Story-telling and quality content helps position and pollinate stories for absorption, both online and off. Each PR agency approaches online PR differently. There are a wide variety of



tactics and proportions — with some favoring search while others favor online editorials. The disciplines comprising online PR can range from journalism, creative writing and story-telling, sales, media, SEO, social media, community management, customer relations, web design and on and on. Online PR efforts will be seen directly by potential customers or the consumer market. The forms and structure those communications take may vary, but they include social media and distributed releases — along with various forms of online storytelling. Online press releases may direct small amounts of traffic to a brand or corporate website, but it is recommended to not confuse online press releases with quality back links used by Google for PageRank and ranking improvements. Typically those distributed releases are displayed as search results, which consumers may find for medium and long tail queries. Online PR Channels Aside from traditional PR channels and relationships, these online channels may be of great use to marketers: • Industry websites • Niche or topical websites • Blogs • Influential social media accounts • Media-sharing websites & social networks, including Youtube and Flickr • Forums: Topic-focused, industry-related and niche • Wikis • Twitter feeds • Google Plus: events, hangouts and other groups • Linkedin: news and groups • Social media & bookmarking websites • Personal blogs with niche audiences Press Release Distribution Options • Vocus • PRNewswire • Business Wire • Marketwire • Cision • PRWeb • VMS



10. Video advertis ing The term video advertising encompasses online display advertisements such as Mid-Page Units (MPUs) that have video within them, but it is generally accepted

that it refers to advertising that occurs on Internet television. It is served before, during and/or after a video stream on the internet. The advertising units used in this instance are pre-roll, mid-roll, and post-roll and all of these ad units are like the traditional spot advertising you see on television, although often they are "cut-down" to be a shorter version than their TV counterparts if they are run online. Broadcast websites such as Sky.com and itv.com have such advertising on their sites, as do newspaper websites such as The Telegraph, and The Guardian. In 2010, video ads accounted for 12.8% of all videos viewed and 1.2% of all minutes spent viewing video online. In July 2014 Facebook paid an estimated $400 million to acquire LiveRail, a video advertising distributor which uses Real-time bidding to place more than 7 billion video ads a month.

According to Interactive Advertising Bureau (IAB) guidelines, there are three types of video ad formats: • Linear video ads - the ads are presented before, in the middle of, or after the

video content is consumed by the user, in very much the same way a TV commercial can play before, during or after the chosen program.

• Non-linear video ads - the ads run concurrently with the video content so the users see the ad while viewing the content.

• Companion ads - commonly text, display ads, rich media, or skins that wrap around the video experience.

11. What is SEO? SEO – Search Engine Optimization is the process of getting traffic from the “free”(Without any payment), “Organic” (based on algo), “Editorial” (Directory based, year-wise or date-wise) or “Natural”(automatically) listing on search engines.

Business owners trying to compete in this highly competitive market usually find themselves facing a dilemma with their digital marketing campaign, particularly on deciding which particular tool they will use and focus on. There are several sources of website traffic available and many still don’t know which particularly



source would work quite well with their kind of business and which will bring them favorable results. Many business owners, particularly those owning small and medium enterprises, really do not have the marketing and advertising prowess large multinational companies have and would naturally resort to one that will cost them the least. That is why many go for Search Engine Optimization (SEO) option thinking it has a “free” price tag attached to it. But is SEO really worthwhile for your business? Would it be worth investing your time and resources? In order for you to rightfully decide on whether you will focus on SEO as your main digital marketing channel, it would be best for you to weigh all the pros and the cons first. Digital Marketing Philippines presents this in-depth look into the advantages and disadvantages of SEO, serving as a guide that will help business owners make a more informed decision for their digital marketing campaign. The Pros of Using SEO for Your Business

1. SEO Delivers A Continuous Flow Of Free And Targeted Traffic Have you ever wondered how many searches are made at Google on a yearly, monthly and daily basis? Sources estimated that there were probably more than 2.2 trillion searches made in this search engine for the whole year of 2013. That’s roughly 5,922,000,000 searches made each day. SEO can help you tap into this gigantic source of continuously flowing, free and targeted traffic. “Free” in a sense that you really do not pay for traffic and traffic generation directly in the same manner that people do when using paid advertising channels like PPC advertising via Google AdWords. Your cost will significantly reduce if you perform all other SEO activities like link building and content generation. 2. SEO Gives Your Business Exposure To People Who Are Looking For A Solution One of the main reasons people use the Internet particularly search engines like Google is to find a solution to an immediate problem, issue or concern. In their search for the answer or solution, web users click on various links they find in the Internet, 70% of which are from organic results they received from using search engines. When SERPs (Search Engine Results Pages) are returned, up to 40% of these users will click on the first items on the results list while 70% to 80% will simply ignore paid listings and go for the organic results.



3. SEO Generates Traffic That Have A Good Chance Of Converting The Search Engine Journal reported that leads generated by SEO can go as high as 14.6% close rate which is a lot better than the 1.7% close rate you can generate from email marketing or print advertising. Depending on their industry niche, online users have different behaviors on which particularly area in search results they would most likely click which can have a big impact on conversion. Users from Industry sectors like finance, insurance, airlines and broadcast media have an 81% to 93% likelihood of clicking the first three search results, while users from the electronics and computer niche do so at 44% as shown in the Natural CTRs by Vertical chart below. This will provide for you some insight of how important it is to rank in SERPs if you intend to receive a substantial amount of click generation and target conversion.



4. SEO Can Help You With Business Growth The Internet is a really, really big place and the key to business survival in this marketplace is to secure a good online presence with your websites and other social channels. SEO plays a major role in securing a good online presence, allowing your business increased visibility to up to 59% of consumers who are using the search engines like Google to look for a local brand or business. Without online visibility, your targeted consumers will never find you. SEO ensures that this will not happen and provide you with a strong online presence that will usher in better business growth. 5. SEO Sets You Up As An Authority In Your Niche A strong online presence and great content for your website can deliver to you good ranking positions based in the keyword in search results. Once you get good ranking, you will then establish yourself as an authority in your niche, developing the trust of your targeted audiences, resulting in an even more likelihood for conversion as leads or sales. The Cons of Using SEO for Your Business

1. SEO Results Will Take Time Probably the most noticeable drawback in using SEO for business is the very slow time-frame for generating tangible results from all your efforts. Success in digital marketing lie not only in simply establishing your website but in getting a good hold and presence in search engines. The process involve getting your content indexed by search engines which could take several hours, days or even weeks. If you want or need immediate results from your campaign, then SEO may not be a good route for you. 2. SEO Will Take A Long Time To Get An ROI If it takes a long time to generate substantial results from your SEO efforts, then it will also take a long time to achieve a good Return of Investment (ROI) from all your efforts. This may not be favorable for small businesses that needs substantial revenues in the short term, which they will use as revolving fund to sustain their continued operations. 3. SEO Will Require A Big Investment For Competitive Niche Unless you do everything in your SEO campaign like attracting backlinks and



producing content, SEO really is not a totally “free” digital marketing tool. You may most likely end up soliciting and hiring external help to build all organic links and other SEO marketing activities if you really want to generate substantial results from all your marketing efforts. This is particularly truer if you are operating and marketing in a very competitive niche. 4. SEO has no guarantee for results (especially 1st page ranking) Landing on the first of Search Engine Results Pages will be one of the most important goals you should plan to achieve with your SEO. For landing on the first page is really what matters in search results, as 75% of search users will most likely never scroll past this very first page and disregard the rest. SEO provides no immediate guarantee that you will land in the first pages of search results using the keywords you are targeting for. 5. SEO Provides You No Full Control No one really knows the true ins and outs of Google’s algorithms. What you think matters in search rankings (and what so-called gurus are suggesting) may deliver results that are opposite from what you are expecting. Only Google knows and so only Google has full control. You have no control of how much traffic you will generate and what type of traffic you will be getting from all your SEO efforts. It’s totally different from paid marketing where you will be getting results commensurate with what you paid for. 6. Risk of being penalized The chart below is a snapshot of updates already performed with Google’s search algorithms over the years. Fancy names like Panda, Penguin and Hummingbird came out with these updates and many digital marketers efforts poured into their SEO campaign over the years crumble literally overnight because of being penalized from what these new changes require. As a digital marketer, this can be a very painful experience, seeing all that you’ve worked so hard for swept away – leaving you building from scratch once more in a bid to regain your SEO pedestal.



As mentioned earlier, SEO remains the top source of traffic for many websites and should still be part of your overall digital marketing campaign. However, the pros and cons presented here will give you a much better insight of how you can make use of SEO in a better context. This will leave you with a choice of whether to focus more efforts in this channel, or maintain a better balance between SEO and other digital marketing tools – all geared towards achieving your overall business goals.



Appendix I : References

1. URL: https://en.wikipedia.org/wiki/Digital_marketing 2. Study material and presentation from faculty. 3. URL: http://www.ironpaper.com/webintel/articles/what-is-online-pr/

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