UNIT-1

DIGITAL MARKETING
UNIT I DIGITAL MARKETING
Introduction to Digital Marketing
Digital Marketing – Transition from traditional to digital marketing – Rise of internet – Growth of 1. INTRODUCTION TO DIGITAL MARKETING
e-concepts – Growth of e-business to advanced e-commerce – Emergence of digital marketing as
a tool – Digital marketing channels – Digital marketing applications, benefits and limitations – Digital marketing is the component of marketing that uses the Internet and online based digital
Factors for success of digital marketing – Emerging opportunities for digital marketing technologies such as desktop computers, mobile phones and other digital media and platforms to
professionals.
promote products and services.
UNIT II
Its development during the 1990s and 2000s changed the way brands and businesses use
Online marketing mix
technology for marketing. As digital platforms became increasingly incorporated into marketing
Online marketing mix – E-product – E-promotion – E-price – E-place – Consumer segmentation
– Targeting – Positioning – Consumers and online shopping issues – Website characteristics plans and everyday life, and as people increasingly use digital devices instead of visiting physical
affecting online purchase decisions – Distribution and implication on online marketing mix shops, digital marketing campaigns have become prevalent, employing combinations of search
decisions. engine optimization (SEO), search engine marketing (SEM), content marketing, influencer
marketing, content automation, campaign marketing, data-driven marketing, e-
UNIT III commerce marketing,
Digital media channels
Digital media channels – Search engine marketing – ePR – Affiliate marketing – Interactive social media marketing, social media optimization, e-mail direct marketing, display
display advertising – Opt-in-email marketing and mobile text messaging, Invasive marketing – advertising, e–books, and optical disks and games have become commonplace. Digital marketing
Campaign management using – Facebook, Twitter, Corporate Blogs – Advantages and
extends to non-Internet channels that provide digital media, such as television, mobile phones
disadvantages of digital media channels – Metaverse marketing.
(SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-Internet channels
UNIT IV differentiates digital marketing from online marketing.
Online consumer behavior
Online consumer behavior – Cultural implications of key website characteristics – Dynamics of History of Digital Marketing
online consumer visit – Models of website visits – Web and consumer decision making process – The term Digital Marketing was first used in the 1990s. The digital age took off with the coming
Data base marketing – Electronic consumer relationship management – Goals – Process – Benefits of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users
– Role – Next generation CRM. to find the information they wanted but did not allow them to share this information over the web.
Up until then, marketers worldwide were still unsure of the digital platform. They were not sure if
UNIT V their strategies would work since the internet had not yet seen widespread deployment.
Analytics and Gamification
Digital Analytics – Concept – Measurement framework – Demystifying web data - Owned social
metrics – Measurement metrics for Facebook, Twitter, YouTube, Slide Share, Pinterest, In 1993, the first clickable banner went live, after which HotWired purchased a few banner ads for
Instagram, Snapchat and LinkedIn – Earned social media metrics - Digital brand analysis – their advertising. This marked the beginning of the transition to the digital era of marketing.
Meaning – Benefits – Components – Brand share dimensions – Brand audience dimensions – Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace.
Market influence analytics – Consumer generated media and opinion leaders – Peer review – Word The very same year, Yahoo was launched.
of mouth – Influence analytics – Mining consumer generated media – Gamification and game
based marketing – Benefits – Consumer motivation for playing online games.

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Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo Evolution of Digital Marketing – The Timeline
received close to 1 million hits within the first year. This prompted wholesale changes in the digital 1.The 90s
marketing space, with companies optimizing their websites to pull in higher search engine Archie, the first search engine, debuted in the early 1990s, heralding the birth of search. SEO, or
rankings. 1996 saw the launch of a couple of more search engines and tools like HotBot, Search Engine Optimization, quickly followed.
LookSmart, and Alexa. The first clickable web-ad banners were introduced in 1994. The first identifiable social media site
was launched in 1997, with 3.5 million users. In the 1990s, a slew of websites still in use was
1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to found, including Google and Yahoo's web search, both of which debuted in 1998.
the market Yahoo web search. Two years later, the internet bubble burst and all the smaller search 2.The Millennial Generation
engines were either left behind or wiped out leaving more space for the giants in the business. The A massive economic bubble grew in the new millennium. However, the bubble's peak and burst
digital marketing world saw its first steep surge in 2006 when search engine traffic was reported between 2000 and 2002 harmed many businesses. Many new sites were launched in the 2000s as
to have grown to about 6.4 billion in a single month. Not one to get left behind, Microsoft put the economy recovered from the boom, including the beginnings of LinkedIn in 2002, Myspace
MSN on the backburner and launched Live Search to compete with Google and Yahoo. and WordPress in 2003, and Facebook in 2004. In the early 2000s, mobile text messaging
marketing became increasingly popular.
Then came Web 2.0, where people became more active participants rather than remain passive 3.The Mobile Era
users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super The latter half of the decade saw increased marketing and sales, with Amazon's e-commerce sales
information highway’ began to be applied to the internet. As a result, information flow volumes – surpassing $10 billion. Over the next few years, mobile app culture expanded with the introduction
including channels utilized by digital marketers- increased manifold, and by 2004, internet of Whatsapp, Instagram, and Snapchat to the digital world.
advertising and marketing in the US alone brought in around $2.9 billion. 4.The Present
Today, 65% of an individual's digital media time is spent on a mobile device. The digital
advertising industry is now valued at around $200 billion, with Google Ad Words accounting for
Soon, social networking sites began to emerge. MySpace was the first social networking site to
96% of the company's revenue. With an estimated 3.1 billion online users, social networking has
arrive, soon followed by Facebook. Many companies realized all these fresh new sites that were
led the digital marketing revolution. The rise of bloggers and Instagram has resulted in a $1 billion
popping up were beginning to open new doors of opportunities to market their products and brands.
industry for influencers, which are anticipated to grow. Digital marketing is expected to grow in
It opened fresh avenues for business and signaled the beginning of a new chapter to business. With
the coming years, with many new developments and changes in this exciting industry.
new resources, they needed new approaches to promote their brands & capitalize on the social
networking platform. 2. TRANSITION FROM TRADITIONAL TO DIGITAL MARKETING
Here are a few of the key reasons why online marketing is becoming favorable over traditional
marketing:
The cookie was another important milestone in the digital marketing industry. Advertisers had
begun to look for other ways to capitalize on the fledgling technology. One such technique was to
1.More Leads with Less Cost:
track common browsing habits and usage patterns of frequent users of the internet so as to tailor
Back in the day, large corporations would spend millions a year in advertising and for the most
promotions and marketing collateral to their tastes. The first cookie was designed to record user-
part that might be local or national. Now we can reach a global audience on a budget of just a few
habits. The use of the cookie has changed over the years, and cookies today are coded to offer
thousand a year.
marketers a variety of ways to collect literal user data.
2.Next-Level Audience Engagement:
Products marketed digitally are now available to customers at all times. Statistics collected by the Today there are more and more opportunities to interact with audiences from any location through
Marketingtechblog for 2014 show that posting on social media is the top online activity in the US. social marketing but also through innovative personal messaging techniques such as chatbots.
The average American spends 37 minutes a day on social media. 99% of digital marketers
use Facebook to market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of B2C 3.Real-Time Tracking Means Better Targeting:
marketers have acquired customers through Facebook. 67% of Twitter users are far more likely to Technology today allows marketers to track and analyze both historical and real-time data in order
buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. to understand how effective a given campaign is and measure this against your overall ROI. In
The top three social networking sites used by marketers are LinkedIn, Twitter, and Facebook. traditional marketing, there was no way of doing this accurately. You can use this data to target
your audience in a much more precise way than ever before, and with AI this is only going to get
more accurate.

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 However, segmentation and targeting also exemplify the vertical relationship between a brand and
its consumer, analogous to hunter and prey. Segmentation and targeting are unilateral decisions
made by marketers without the consent of their consumers. Marketers determine the variables that
define the segments. The involvement of consumers is limited to their inputs in market research,
which usually precede segmentation and targeting exercises. Being “targets,” consumers often feel
intruded upon and annoyed by irrelevant messages aimed toward them. Many consider one-way
messages from brands to be spam.

In the digital economy, consumers are socially connected with one another in horizontal webs of
communities. Today, communities are the new segments.

Unlike segments, communities are naturally formed by consumers within the boundaries that they
themselves define. Consumer communities are immune to spamming and irrelevant advertising.
In fact, they will reject a company’s attempt to force its way into these webs of relationship.

To effectively engage with a community of consumers, brands must ask for permission. Permission
marketing, introduced by Seth Godin, revolves around this idea of asking for consumers’ consent
prior to delivering marketing messages. However, when asking for permission, brands must act as
friends with sincere desires to help, not hunters with bait. Similar to the mechanism on Facebook,
consumers will have the decision to either “confirm” or “ignore” the friend requests. This
demonstrates the horizontal relationship between brands and consumers. However, companies
may continue to use segmentation, targeting, and positioning as long as it is made transparent to
consumers.
As digital economy booms and smartphones become more ingrained in consumers’ lifestyles –
deeply influencing their attitudes and behaviors – consumers will increasingly look for the perfect In a traditional sense, a brand is a set of images—most often a name, a logo, and a tagline—that
mix of tech that makes their lives easier, complements their goals of self-actualization and nurtures distinguishes a company’s product or service offering from its competitors’. It also serves as a
a deeper sense of ‘doing good’. Marketers need to brace up for this transition and adaptation period reservoir that stores all the value generated by the company’s brand campaigns. In recent years, a
in the run up to a fast-developing digital economy. They need novel marketing approaches, which brand has also become the representation of the overall consumer experience that a company
would help them anticipate and leverage on these unprecedented disruptive innovations. As we delivers to its consumers. Therefore, a brand may serve as a platform for a company’s strategy
move from traditional to digital, marketing has undergone fundamental transformation in the way since any activities that the company engages in will be associated with the brand.
its various elements are incorporated. Let’s take a look at the two most critical shifts: Traditionally,
marketing always starts with segmentation—a practice of dividing the market into homogenous The concept of brand is closely linked with brand positioning. Since the 1980s, brand positioning
groups based on their geographic, demographic, psychographic, and behavioral profiles. has been recognized as the battle for the consumer’s mind. To establish strong equity, a brand must
Segmentation is typically followed by targeting—a practice of selecting one or more segments that have a clear and consistent positioning as well as an authentic set of differentiation to support the
a brand is committed to pursue based on their attractiveness and fit with the brand. positioning. Brand positioning is essentially a compelling promise that marketers convey to win
the consumers’ minds and hearts. To exhibit true brand integrity and win consumers’ trust,
Segmentation and targeting are both fundamental aspects of a brand’s strategy. They allow for marketers must fulfill this promise with a solid and concrete differentiation through its marketing
efficient resource allocation and sharper positioning. They also help marketers to serve multiple mix.
segments, each with differentiated offerings.

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In the digital economy, consumers are now facilitated and empowered to evaluate and even
scrutinize any company’s brand-positioning promise. With this transparency (due to the rise of
social media) brands can no longer make false, unverifiable promises. Companies can position
themselves as anything, but unless there is essentially a community-driven consensus the
positioning amounts to nothing more than corporate posturing.

Today, consistently communicating brand identity and positioning in a repetitive manner—a key
success factor in traditional marketing—may no longer be enough. With disruptive technologies,
shorter product life cycles, and rapidly changing trends, a brand must be dynamic enough to behave
in certain ways in certain situations. What should remain consistent, however, are the brand The image above is a scale model of the UNIVAC I (the name stood for Universal Automatic
characters and codes. The character is the brand’s raison d’être, its authentic reason for being. Computer) which was delivered to the Census Bureau in 1951. It weighed some 16,000 pounds,
When the core of the brand remains true to its roots, the outer imagery can be flexible. Think of it used 5,000 vacuum tubes, and could perform about 1,000 calculations per second. It was the first
this way: by having countless logo adaptations—Google calls them doodles—MTV and Google American commercial computer, as well as the first computer designed for business use. (Business
remain solid yet flexible as brands. computers like the UNIVAC processed data more slowly than the IAS-type machines, but were
designed for fast input and output.) The first few sales were to government agencies, the A.C.
3.RISE OF INTERNET Nielsen Company, and the Prudential Insurance Company. The first UNIVAC for business
applications was installed at the General Electric Appliance Division, to do payroll, in 1954. By
The Internet started in the 1960s as a way for government researchers to share information. 1957 Remington-Rand (which had purchased the Eckert-Mauchly Computer Corporation in 1950)
Computers in the '60s were large and immobile and in order to make use of information stored in had sold forty-six machines.
any one computer, one had to either travel to the site of the computer or have magnetic computer
The Internet has turned our existence upside down. It has revolutionized communications, to the
tapes sent through the conventional postal system. extent that it is now our preferred medium of everyday communication. In almost everything we
do, we use the Internet. Ordering a pizza, buying a television, sharing a moment with a friend,
Another catalyst in the formation of the Internet was the heating up of the Cold War. The Soviet sending a picture over instant messaging. Before the Internet, if you wanted to keep up with the
Union's launch of the Sputnik satellite spurred the U.S. Defense Department to consider ways news, you had to walk down to the newsstand when it opened in the morning and buy a local
information could still be disseminated even after a nuclear attack. This eventually led to the edition reporting what had happened the previous day. But today a click or two is enough to read
formation of the ARPANET (Advanced Research Projects Agency Network), the network that your local paper and any news source from anywhere in the world, updated up to the minute.
ultimately evolved into what we now know as the Internet. ARPANET was a great success but
The Internet itself has been transformed. In its early days—which from a historical perspective are
membership was limited to certain academic and research organizations who had contracts with
still relatively recent—it was a static network designed to shuttle a small freight of bytes or a short
the Defense Department. In response to this, other networks were created to provide information
message between two terminals; it was a repository of information where content was published
sharing.
and maintained only by expert coders. Today, however, immense quantities of information are
uploaded and downloaded over this electronic leviathan, and the content is very much our own,
January 1, 1983 is considered the official birthday of the Internet. Prior to this, the various for now we are all commentators, publishers, and creators.
computer networks did not have a standard way to communicate with each other. A new
communications protocol was established called Transfer Control Protocol/Internetwork Protocol In the 1980s and 1990s, the Internet widened in scope to encompass the IT capabilities of
(TCP/IP). This allowed different kinds of computers on different networks to "talk" to each other. universities and research centers, and, later on, public entities, institutions, and private enterprises
ARPANET and the Defense Data Network officially changed to the TCP/IP standard on January from around the world. The Internet underwent immense growth; it was no longer a state-
1, 1983, hence the birth of the Internet. All networks could now be connected by a universal controlled project, but the largest computer network in the world, comprising over 50,000 sub-
language. networks, 4 million systems, and 70 million users.
The emergence of web 2.0 in the first decade of the twenty-first century was itself a revolution in
the short history of the Internet, fostering the rise of social media and other interactive, crowd-
based communication tools.

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The Internet was no longer concerned with information exchange alone: it was a sophisticated The promise of free traffic has been very enticing to online merchants. Facebook boasts two billion
multidisciplinary tool enabling individuals to create content, communicate with one another, and active users worldwide, and a good percentage of online shoppers are among those users.
even escape reality. Today, we can send data from one end of the world to the other in a matter of Unsurprisingly, Facebook and other social media platforms have been launching pads for
seconds, make online presentations, live in parallel “game worlds,” and use pictures, video, sound, thousands of online businesses, and more and more retailers are implementing social marketing
and text to share our real lives, our genuine identity. Personal stories go public; local issues become techniques to drive sales.
global. 3.Search Engine Optimization
SEO started with online media, but now e-tailers have recognized its immense value in driving
The rise of the Internet has sparked a debate about how online communication affects social
free users to their sites. Unlike search engine marketing where each new customer comes at a
relationships. The Internet frees us from geographic fetters and brings us together in topic-based
marginal cost to the retailer, SEO promotes site traffic through natural search. Today, virtually all
communities that are not tied down to any specific place. Ours is a networked, globalized society
online merchants consider search engine optimization a website design priority.
connected by new technologies. The Internet is the tool we use to interact with one another, and
accordingly poses new challenges to privacy and security. 4.The Shopping Experience
One of the reasons why customers prefer to shop online than in brick-and-mortar stores is that the
Information technologies have wrought fundamental change throughout society, driving it forward internet gives them the chance to weigh their options and get the best deals. They can quickly
from the industrial age to the networked era. In our world, global information networks are vital search for promotions and coupons and compare prices from several retailers. Moreover, the
infrastructure—but in what ways has this changed human relations? The Internet has changed internet fulfills customer demand instantaneously, through immediate delivery. And, a buyer
business, education, government, healthcare, and even the ways in which we interact with our needn’t worry about the availability items that are difficult to source locally. The sheer
loved ones—it has become one of the key drivers of social evolution. convenience of online shopping has contributed a lot to the growth of e-commerce.
The changes in social communication are of particular significance. Although analogue tools still 5.Faster Payments
have their place in some sectors, new technologies are continuing to gain ground every day, Modern payment processing technologies have made completing purchases in online stores as
transforming our communication practices and possibilities—particularly among younger people. smooth as ever. Thanks to high-risk merchant account providers, customers can conveniently
The Internet has removed all communication barriers. Online, the conventional constraints of buy products safely and instantaneously using their credit cards. Mobile-based payment gateways
space and time disappear and there is a dizzyingly wide range of communicative possibilities. The have particularly been on the rise and are poised to lead the global payment markets in the coming
impact of social media applications has triggered discussion of the “new communication years, further fueling the growth of e-commerce.
democracy.” It is surely a great time to be an online merchant. Business is booming, and if the factors above
continue to play their part, things will get even better.
The development of the Internet today is being shaped predominantly by instant, mobile 6.Omnichannel retailing
communications. The mobile Internet is a fresh revolution. Comprehensive Internet connectivity Ecommerce has progressed beyond search engine optimization to other channels of marketing and
via smartphones and tablets is leading to an increasingly mobile reality: we are not tied to any interacting with customers. Now, with Builderfly, businesses can connect with their shoppers via
single specific device, and everything is in the cloud. websites, social media, email, and physical outlets. This creates multiple touch-points for
customers to connect and shop from you. Customers can purchase online, pick up their orders at a
4.GROWTH OF E-BUSINESS TO ADVANCED E-COMMERCE physical store, return any defective items online, and avail discount offers based on a certain
The following are the important factors contributing the Growth of e-business to advanced e- number of referrals. This blended physical and online experience drives more sales. You can
commerce nourish your brand and manage the omni-channel presence of your business with Builderfly’s one
1.Mobile Traffic management system. Link all of your sales channels, including social platforms and marketplaces,
The development of mobile-friendly websites has contributed a great deal to e-commerce growth and sell everywhere to diversify your online reach.
in recent years. In fact, the latest projections show that mobile visits to retailer websites 7.Brick to click model
will surpass PC visits for the first time in the US during the 2017 holiday season. The wave of digitization, sudden expansion of ecommerce marketplaces like Amazon,
While impressive, this feat is not surprising, considering a higher percentage of the world’s digital and COVID outbreak, brick-to-click model is a trend. Understanding the need for going
population has been accessing the Internet using mobile phones than desktops since last year. online, now traditional businesses are following the track of technology. The primary
Shopping on the go is now a critical aspect of e-commerce, and mobile apps are as much a priority aim is to give equal convenience to online and offline shoppers to connect with you and
to online merchants as websites. shop from you. It’s simply like opening another door to your shop. With your Builderfly
store, you can manage your point-of-sale customers, receive and manage online orders
without any hassles. Let your customers shop and receive orders at their convenience.
8.Cross-border ecommerce
2.Social Media

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Opening your online store with Builderfly, you can sell across the globe and maximize 6.EMERGENCE OF DIGITAL MARKETING AS A TOOL
your profit share leveraging the benefits of cross-border commerce. Link your social
channels like Facebook and sell on global marketplaces like Amazon and Google Let us attempt to establish a timeline here regarding the evolution of digital marketing; the digital
Shopping to serve a global audience through your Builderfly account. Greater era had already begun, and now it had begun to evolve.
connectivity allows consumers to become familiar with products and services that are 1993 – the first clickable banner was deployed. An online magazine called HotWired bought a few
not necessarily produced locally. According to Nielsen’s 2017 Online Shopper Trend of these to advertise the magazine and increase subscription. Thus began the age of transition to
Report, the share of Chinese consumers who buy products from overseas websites has digital marketing. With new technologies making their arrival, and Yahoo! being launched, the
doubled to 64 percent since 2014. When you are selling online, an entire global audience evolution of digital marketing was well and truly under way in 1994. Yahoo received nearly a
turns to your potential customers. million hits in its first year of existence, prompting business owners and marketers to rethink their
attitude towards digital marketing. They began to optimize their website to satisfy the search
9.Data Analytics engine requirements.
The proliferation of the number of online sales channels (e.g. desktop, mobile, tablets) 1994 – Cookies were invented by Lou Montulli; these are small data packet created by the web
implies a growing need for advertisers and retail ers to understand consumer behavior server when you browse a site, and are placed on your computer. They are used to access websites;
across these channels in order to maximize the benefit from online sales. Technology, they can also track your activity, like the sites you visited and the actions you took. This would
and specifically data analytics, can help in this regard as these allow for the help businesses to know about your interests, and offer you customized promotions.
optimization of consumer marketing, which in turn shou ld help drive online commerce 1996 – new search engines and tools like Alexa, LookSmart, and HotBot were launched.
growth further. Builderfly lets you track your store’s performance with Builderfly 1998 – was when big daddy Google emerged, MSN search engine launched by Microsoft, and
Analytics to strategically plan your marketing campaigns and optimize your conversion Yahoo web search arrived.
ratio. 1999 – This year was very significant in digital marketing history; web 2.0 was launched, which
10.Digital Payments allowed users to upload and share content, and not simply consume it. Users were no longer passive
Owing to the development of internet access and smartphone ownership, digital non- users, but active participants. This laid the foundation for widespread sharing, social media
cash payment systems are possible. The subsequent sharp decline in the cost of platforms, and the like. Sites like Wikipedia, Facebook and blog sites all sprung up in this phase.
technology has granted a lot of convenience to both consumers and businesses. These 2000 – there was much trepidation over how computers would respond to the change in the date
days even the vegetable vendors accept digital payments. It is a new normal and it is at the dawn of the millennium – commonly referred to as the Y2K problem. There was a crash and
paving the path for future digitalization of every business around. We know we are many of the small search engines vanished from the scene, paving the way for the giants to firmly
progressing towards a digital world, and there is still an audience believing in establish their dominance.
traditional modes of payment. Builderfly lets y ou adapt the blend of digital and 2002 – a social media platform for professionals called LinkedIn, was launched, that helped
traditional payment modes, enabling all of them for your online shoppers at your e - recruiters to find qualified people, and vice versa.
store. 2003 – MySpace was the first social networking site to be launched; this was followed by Orkut,
11.Go Mobile and later, Facebook. Businesses began to take serious notice, and realized the potential that these
Setting up your business with Builderfly, you can design and have native mobile platforms afforded to them. They could reach thousands of users in minutes or even seconds, and
apps and gain better traction for your business. Mobile devices are handy and easy -to- at a very low price. Companies began to actively market their products and services on these
use. The greater reach of mobile devices with pocket -friendly deals makes one of the platforms, signaling the beginning of a new era in business.
primary reasons for mobile shopping. Mobile commerce is spreading its roots in all In 2004 – in the United States alone, the revenue from internet advertising came to nearly $3
possible niches now. If you do not have a native mobile app of your own, you can miss billion. The digital marketing industry was not just established, but made its presence felt, and
a large chunk of shoppers. You can observe that all the brands in the market, be it signaled to the world that it was here to stay.
product-based or service-based, are launching a mobile app of their own. So why are 2005 – saw the birth of YouTube, the video sharing platform, which has millions of subscribers
you waiting – launch your mobile app with Builderfly. and users today.
2006 – saw a precipitous surge in this year, with search engine traffic touching nearly 6.5 billion
in just one month. Microsoft replaced MSN and launched Live Search, to keep pace with Google
and Yahoo. this year also witnessed the launch of Twitter, and the emergence of split test in
marketing. Amazon recorded e-commerce sales over 10 million USD.
2007 – was the year streaming service Hulu, and microblogging site Tumblr were launched.
2008 – saw China emerging as the country with the largest number of internet users, overtaking
the US. Music sharing site Spotify was launched in this year.
2009 – Google instant was launched, enabling users to get real-time search engine results
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2010 – Messaging app for mobiles, WhatsApp was launched in this year. Now this app offers of organic traffic. The organization uses the SEO technique to grow their business over the world
businesses several tools to promote their products and services, with ‘WhatsApp Business’ wide web.
accounts. In order to create qualified traffic to your website, there are several methods to approach SEO.
2011 – web use overtook TV viewership, especially among the young generation, and Google + a. ON page SEO
and Google Panda were launched. In this, you can answer reader questions by searching for keywords for your search volume and
2012 – social media marketing budgets increased by a whopping 64%. greater on the SERPs, resulting in the search results pages.
2014 – witnessed the launch of Facebook messenger, and tailored ads on LinkedIn and other social b. OFF Page SEO
platforms. This was also the year that mobile usage overtook the use of personal computers for This type of SEO is to Optimize your websites; managing backlinks out-links the number of
browsing and shopping. publishers that you know. You can get backlinks that you want to transfer your website up to the
2015 – this year was the dawn of the ‘wearables’, predictive technology, and active content correct SERPs by networking with other editors, writing your articles on these websites,
marketing, and inbound marketing growth connecting them to your website, and giving external attention.
c. Technical SEO
7.DIGITAL MARKETING CHANNELS This kind of SEO focuses on the backend of your website and also focuses on how a website is
1. Social Media built. Technical SEO means compression of the website’s image structure and CSS file
This one is the most powerful one as we all know that Social media is the collection of optimization; this is all the most important factor of SEO ranking.
communication, interactions, and collaboration. Apps and Websites will dedicate the social To perform SEO, there are many digital marketing tools available in the market. Below is a list
networking blogging, and many more are there. This technique supports the understanding of your of SEO tools.
brand and content on your social media channels; it will drive traffic and generates directions for • Yoast SEO: If you use WordPress, then Yoast SEO is the best plugin you can use. Yoast
your company. SEO is used to optimize the content, metatags, keyword density, SEO title, etc.
Some important digital marketing tools of Social media: • Google Analytics: Google Analytics is a website analyzer tool. The organization uses this
• Facebook: As we all know, Facebook is one of the popular and top levels of the social tool to analyze its website. It gives overviews of the traffic for the website. Google
network. Facebook allows users to create their own profile on the site from that you can Analytics gives information about the website like the number of users visiting the site,
connect with your friends and family, and the important point is that you can share and how much time they spent, which page of the site the user visits, etc. It discovers and fixes
upload the photo and video with your friend, family, and colleagues with just one click. any technical issues using the search console.
• Twitter: This is another popular and powerful network. Twitter is a microblogging service • Keywordtool.IO: Keywordtoll.IO is a keyword analyzer tool. This tool is used to get an
that is free for registered members. We can also say that Twitter Tweets are the most idea about the keyword mostly used by the users for any web browser. It gives the
powerful in the world. In Twitter, we can follow any registered twitter member to see their keywords search volume over the web like Google, Amazon, youtube, bing, play store,
tweets using multiple platforms. Instagram, Twitter, and eBay.
• Google Plus: Google plus is also one of the famous networks which Google manages. To • Ahrefs’ Backlink checker: The organization uses this tool to get backlinks for their web
Join with Google plus, first of all, we need an account on Google. When you first sign up, pages. It also shows DR, i.e. Domain Rating, and UR, i.e. URL rating.
some groups, including Friends and colleagues, have been set up by Google. You can add 3. Affiliate Marketing
your own as well. In this, you can share images and links with your friends and relatives. Affiliate marketing has become one of the oldest ways of digital marketing tools where you refer
• LinkedIn: This one is famous for business purposes. This LinkedIn network is specifically somebody to an online product. If that person buys that product, you will get a commission based
designed for business uses. The purpose of the site is to allow registered members to set up on that recommendation. The advertisements in affiliate programs are connected to websites of
and document network-aware from trusted networks of people. companies and are referred to as affiliate links. Affiliates usually have to apply for affiliate
• Instagram: According to the search, about 850 mill users are active, with that 1.8 billion programs, while most affiliate programs have no price to join. Affiliates decide which banners or
like have been given to post. There are also a lot of influencers with a lot of supporters on advertisements they will place on their websites within their affiliate programs. They will also
the site. And you can also become an important brand with the correct strategy. To keep agree to membership programs with the highest Commission structure for merchants, although the
applicable to the present supporters, you must post the correct kind of data and also add structure is not usually considered very paying or beneficial.
fresh ones. 4. PPC
2. SEO PPC means Pay Per Click. In this model of marketing, the owner pays money as per click. The
SEO stands for Search Engine Optimization. Seo is a technique to get traffic for the website. This most important PPC ad format appears on the search results pages of search engines like Google
is one of the best parts of Digital marketing tools. From this, you can drive more traffic to the sites. or Bing. Most, but not all, PPC ads appear in the search results. There are three major types of
This is the way to “rank” your website in search engine scores, thereby improving the percentage marketing ads PPC.

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 • Text Ads: Text Ads mean written content by the owner of the site. Format and character • Design Wizard: Design Wizard is outstanding graphic design software that helps you
depend on the PPC platform on which you are working. Text advertisements are most modify pictures and videos of high quality within seconds. This tool is best suited for
frequently initiated through the Search Network when consumers search within your PPC advertisers of social media, company owners and party planners! The tool’s standard
campaign on Google or Bing for a keyword. features include a custom color palette, a free font library, and resize functionality.
• Display Ads: this type of ad is in the form of an image or GIF. PPC platforms offering • FreePik: FreePik has a collection of images, and it is free for everyone. Be aware that
display advertising often have size, and advertisers need to comply with content Freepik’s resources have their own copyright (Freepik), so you will not be able to register
requirements when creating their visual creative. an image containing any of our resources. This will give you millions of pictures, icons,
• Shopping Ads: Typically, a shopping advertisement is provided after a search engine or photos, and many more. You can find the ideal stock photo for your blog or your Company
shopping engine submits a query. Typically shopping advertisements contain a picture of logo icon without worrying about the authorship.
the item, its price, and any here specifications such as size, color, dimensions, etc. 8. Content Curation Tool
• Feedly: Feedly picks up all of your favorite blogs in one location so you can quickly scroll
5. Landing Page Tools through them. It even says how many shares an article has, helps you to explore the most
• Lead-pages: This Leadpages tool will help to make a user-friendly landing page. It will famous stocks for social media sharing.
Offer lead magnets and collect email addresses and integrate your email automation • Buffer: Buffer is the quick way to share anything you read. Simply download the chrome
software with your pages. extension or application, and there are links to the device, and the social media platform of
• Click-Funnels: You don’t need a hosting platform, a domain name, a high-end theme, a your choice will automatically add your post.
coding developer, email automation software or any other technical expertise to make a • Snip.ly: Snip.ly will create a call-to-action for each shared blog post and social media post.
shopping funnel. Click-Funnels create the levels of Landing pages to collect the Email With topics, colors, logos, and more, you can personalize your connections, making it a
address; Product sells and many more. wonderful way to boost conversions.
• Optimize-Press: This Optimize-press was designed to produce comparable look and feel
pages for your WordPress website. You can edit your landing pages in real-time with loads
of templates and customizable components to get your content up quickly. 8.DIGITAL MARKETING APPLICATIONS
6. Email Automation Tools
1. Canva
• Active-Campaign: Active-Campaign is an all-in-one packet platform for your CRM
software for email marketing, marketing automation, and sales. It allows you to First on our list of best apps for digital marketing is Canva. Canva is a design app that enables you
communicate with welcome posts, trigger campaigns, follow-up sales, and more with your to create graphics on the go. It’s a great app if you need to make a quick graphic for social media
contacts. In addition, you can ensure that you never miss a chance with a prospective lead or email.
with multiple data-driven automation.
• Hatch-buck: Hatchback automates the communication of lead generation and customers.
Its CRM is intended specifically for small companies to allow you to see their activity in
real-time and trigger hot leads when they are prepared to purchase.
• HubSpot Sales: HubSpot Sales gives you the opportunity to see who opens your messages
and when. It also pulls up the professional background, business data, and recent tweets of
the contact and even allows you to schedule messages to be sent later.
• Omniscient: This is the bonus tool for marketing for E-commerce. You can reach your
clients by email, SMS, Web Push or Facebook Messenger, depending on their behavior.

7. Visual Design Tools

• Canva: It will help you to design a beautiful image with the help of the Drag and drop
option. Choose one of their countless different templates, or choose a pre-sized blank This app offers pre-built templates that make it easy for you to drag and drop elements into place.
design for your chosen platform. Even the branding section can be customized, so you It also makes it easy for you to customize templates with your brand’s unique style.
always have your choice of colors, fonts, and logos on your platform.
• Animoto: From this, you can create a professional video, GIF, Custom Text Visual effect,
and many more things that you make from this Animoto.

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 3. Facebook Ads Manager

If you run ads on Facebook or Instagram, you’ll want to have the Facebook Ad Manager app on
hand. This app enables you to check your advertising campaigns on your phone, as well as make
changes. Facebook Ads Manager enables you to edit your ad campaign schedules, as well as adjust
Once you’ve created your graphics, you can easily share them via social media platforms like your budget.
Facebook, Twitter, Instagram, and more. It makes it easy for you to stay on top of how much you spend on your ads and determine if you
It’s a quick and easy way to create visually appealing graphics for your audience. need to modify, cut back, or increase your budget.
2. Buffer
Next on our list of the top digital marketing apps is Buffer. Buffer is a social media scheduling
app that helps you plan your social media posts ahead of time. With this app, you can schedule
social updates for platforms like Facebook, Instagram, and LinkedIn.
Within the Buffer app, you can also keep track of your social media posts and see how they’re
performing. It enables you to monitor your social posts and keep tabs on engagement. So, for
example, if you run a poll, you can track the post’s engagement to see who answers the poll and if
people leave comments about why they made the choice they made.
In addition, if you need to make last-minute changes to a post, you can do so in the Buffer app. The
Buffer app is a great app to have to manage your social media presence, whether you’re in the office
or on the go.

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You can also create new ads and track current ad campaigns to see how they’re performing. If you’re 5. Evernote
running ad campaigns on these platforms, the Facebook Ads Manager app is one of the best digital
marketing apps to have to help you track and manage your ad campaigns.
4. Mention
If you’re looking for one of the top digital marketing apps for monitoring brand mentions, Mention
is the answer. This app is designed to help you keep track of brand mentions across platforms. It
enables you to keep tabs on every conversation about your brand.

Evernote enables anyone on your team to take notes and share them with other members of your
team.
So, if you’re out and about and think of a great content topic idea for your blog, you can quickly jot
First, you can see any mentions of your brand on social media platforms, blogs, or news sites. You down your idea for everyone else to see. You can keep all your notes, ideas, and reminders in one
can stay on top of conversations about your brand, whether good or bad, and act as necessary. It’s place, so you never lose track of anything. It helps your marketing team stay organized and ensures
a great tool to help you build a better brand image for your business. your team has all the accurate information about a project or campaign.
Using Evernote will help you create more cohesion between your team and make it easier to manage
projects, whether you’re out at a meeting or in the office.
6. Feedly
Feedly is one of the best online marketing apps for companies that want to keep tabs on topics
that are trending in their industry. With this app, you can follow topics of interests and trends and
curate content on those topics into your feed. It helps you keep your information focused on what
matters most to your business.

Feedly enables you to easily monitor when new trends arise, so you can deliver the most relevant
information to your audience before your competition. It allows you to create current content and
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share it on social media to your audience. You’ll stay on top of your industry and keep your audience who’s chatting with visitors and review chat history. This app also enables you to provide better
informed. customer support for people who visit your site.
7. Ripl You can engage with these users wherever you are. It allows you to build better connections and
help your customers get the answers they need. Tawk.to offers tons of great features for your
business, too, like real-time visitor monitoring and setting predefined shortcut messages to answer
questions fast.
It makes it easy for you to communicate with your audience.
9. Google Analytics

If you’re looking to create branded videos and images, Ripl is one of the best digital marketing apps
to help you do just that. This app enables you to pick from thousands of templates to build beautiful
visuals for your business. You can use your images and videos, but you also have access to a
database of over 500,000 images and videos.
This editor makes it easy for you to create short, professional videos and beautifully designed
images. When you finish your creation, you can easily connect your social media profiles to the app One of the best online marketing apps you need to download is Google Analytics. Google offers an
and post this content on those profiles. You can also export your photos and videos to share through analytics app to enable you to keep tabs on your search engine optimization (SEO) campaigns
other platforms, like email or your website.
wherever you go. With their app, you can see how your sites are ranking and the traffic you’re
Ripl is a great app to have when you need to generate a video or designed brand image quickly and driving to your pages.
professionally. If you’re already shooting photos and videos on your phone, why not take the next From clicks to conversions, you have all the data you need at your fingertips. The Google Analytics
logical step by having an app that can help you edit your photos and videos into top-notch visuals? app is fundamental to access your SEO metrics when you need them.
8. Tawk.to
10. WordPress Android App

Tawk.io is a free messaging app that enables you to chat with people who visit your site and monitor
visitors on your website. Whether you message visitors or people on your team do, you can track
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WordPress App is very crucial for managing your WordPress site. For busy marketers and blogger 13. YouTube Creator Studio App
this App will make the life easy. This app is suitable to update the website with latest updates
without delay of information. Download WordPress App. Facebook Page Manager App

If you are a video marketer and regularly manage YouTube channel then this is the best App for
management. In the dashboard we can view the past 28 days reports, recent uploads, comments
This is very crucial app for managing Social media presence on Facebook Business Page. With etc. This app also provide in depth reports with analytics. Download YouTube Creator App
this app marketers can be able to manage all the pages, send/receive messages, post updates on
page and view the insights for page. Download Facebook Page App 9. BENEFITS OF DIGITAL MARKETING APPLICATIONS
11. Google My Business App 1. Faster Operation:
Mobile applications are way faster than mobile websites. Even a well-groomed and optimized
responsive mobile website cannot match the speed of an app. Businesses are all about giving the
service as fast as possible today. A slight lag can cause massive loss and that leads to customer
discontent.
The functional benefit that apps have is their ability to store data locally and retrieve the relevant
dataset instantly. Unlike apps, mobile websites need to fetch the data far from the servers and the
latency time lags its performance. In addition, the sophisticated code frameworks used for mobile
app development are faster than the scripts used for mobile website development. Thus, all of these
features constssssssitute mobile apps to gain an advantage over mobile websites.
This app is very helpful for managing business information on Google Search, Maps or Google+. 2. Personalized experience:
Major features is to update business info on Local Listings, Maps, Post updates on Google+, Read Customers have more affinity for the personalized shopping experience. Being surrounded by
and Respond to Reviews on Google My Business Page. Download Google My Business App relevant products and services make it easier to take a decision. Here is where mobile apps drive
12. Google Analytics App users more toward it. Delivering real-time recommendations and filtered product deals excite every
customer to build an emotional bond with the app.
Mobile apps provide customer-appropriate content and personalized experience. Analyzing user
behaviors, geography, language, and interest apps can tailor a delightful experience for the
customers. Further, the mobile app offers customization provisions for the users to set their
preferences. This helps the eCommerce market to reach the right customers with the right products.
3. Online and Offline Capacities:
One of the exciting advantages of mobile apps is they can be accessed offline. Plus, it can be
accessed instantly with all its functionalities though. Keeping the relevant data within the device
it performs pretty well in both online and offline modes efficiently. And this is the important factor
that makes mobile apps stand out.
For digital marketers analysis of the reports at every point of time is very essential. Keep track of Serving the service offline develops a seamless customer experience as well. Users can check
your website reports using this App. This is optimized version of Google Analytics for faster content without an internet connection and keep updated about the deals and their wishlists. As a
browsing the reports for mobiles and tabs. Dashboard provide a detailed report of Visitors by result, this leads to reliable and consistent user engagement and turns it into business on the go.
country, Traffic sources and Conversions. Download Google Analytics App

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4. Utilize Device Features: 10.LIMITATIONS OF DIGITAL MARKETING APPLICATIONS
Mobile apps can leverage the features of native devices seamlessly. It opens a great opportunity to 1.Skills Requirement
engage with the users productively. For example, apps can ask permission to access the camera, In order to effectively carry out marketing campaigns, it is important that the company has the
location service, payment gateways, etc to ease out the service. Also, mobile apps can leverage proper expertise and knowledge about the digital platform. With the evolution of technology, it is
notification functionalities and security measures to provide quality service. Thus, utilizing the also important that the company continuously updates its offerings and tools.
different features of devices mobile apps can provide an exceptional shopping experience to 2.High Competition
customers. The goal of a digital marketing campaign is to stand out from the crowd and grab the attention of
the target audience. A well-thought-out strategy will allow the brand to stand out from the
5. Instant Updates and Notifications: competition and win the battle.
This is one of the most compelling reasons that inspire eCommerce shops to build a mobile app. 3.Time-consuming
Push notification is a great way to drive users into customers. Regardless of a user’s interest and Getting the most out of digital marketing can be very time-consuming and challenging. This is
this facility helps to keep the users updated about the deals. why it is important that the organization has the proper strategy and methods in place to ensure
In-app notification is the next amazing possibility to engage customers. It keeps updating the users that the campaign is successful. This can be done through the use of tools such as Tweetdeck,
about new deals and upcoming sale seasons. Plus, by analyzing user behavior, companies can use Hubspot, and Ahrefs. Besides being able to handle the various tasks involved in digital marketing,
this option to grab a user’s attention to their interest areas directly. these tools can also help boost the effectiveness of the campaign.
6. Branding Possibilities: 4.Dependability on Technology
An app serves as a brand ambassador for the company. It has unlimited possibilities to engage Due to the nature of digital marketing, there are bound to be errors. One of these is when the links
customers in different dimensions. From the design part to communication strategy apps can help may not work or the landing pages may not load properly. This can lead to potential customers
improve brand recognition. Providing the right service your customers are looking for and switching to another brand. To avoid this, it is important that the website be thoroughly tested. In
engaging them frequently keeps your presence noticed. addition to ensuring that the campaigns are working properly, it is also important that the content
In addition, mobile apps permit to pump the user’s preferred service directly to them. It makes the is proofread.
service easier and petty faster. This makes brands a way to keep an emotional connection with 5.Feedback and Complaints
customers. Through digital platforms, anyone can provide critical or negative feedback about your products
7. Affordability and Productivity: or services, which can be seen by your customers on social media and review sites. When it comes
Mobile apps are a great way to reduce costs with assured productivity. As apps can connect to reputation management, having strong brand loyalty and providing good customer service are
vendors and customers through a single direct channel, it reduces the extra marketing expenses. two of the most important factors that businesses consider. However, handling these types of
Further, they can communicate directly through applications. This results in enhanced productivity comments can be a challenging task, as it involves competing against other companies in order to
in the long run. maintain their reputation.
Besides, mobile apps facilitate running the marketing campaign without any third-party 6.Security and Privacy Issues
consultations and integrations. Plus, your customers can turn out into your best social media The security of a brand is very important for any organization. This is why it is important that
marketer by sharing the offers on their walls. This accounts for a great reduction in your branding digital marketers have the proper tools and resources to protect their websites. One of the most
and marketing expenses. effective ways to do this is by using a good antivirus program. Besides this, it is also important
8. Enhanced User Interaction: that the legal considerations related to the acquisition of customer data are done in a way that is
Customers are fond of immersive experiences today. Hence mobile apps are the best solution to secure.
give such a vivifying shopping experience right from their comfort. With the exclusive user The increasing number of global customers and the potential for them to provide feedback and
interface, mobile apps can leverage their great potential to engage users in multiple ways. complaints will result in a higher competition and a bigger scope for businesses. This will also
Especially, by improving the shopping experience with more interactive ways help the shops to affect the brand's image and reputation.
build reliability among the users
11.FACTORS FOR THE SUCCESS OF DIGITAL MARKETING
9. Advanced Optimization Possibility:
Digital marketing is the targeted marketing of products and services through the various digital
The mobile application provides a more dynamic competitive advantage over Google ranking
channels. The ubiquity of digital media, in today’s world, cannot be over-stated. The all-pervasive
guidelines. Optimizing the in-app content and elements with better user experience helps you to
nature of digital channels has left brands exposed to the formation of different customer
rank both the app and website in SEO ranking.
perceptions, both positive and negative, arising from various transactions. Thus, brands need to
Plus, optimizing the applications in app stores with the right keywords and better SEO tricks
effectively manage every single moment of truth and every single interaction with each and every
improve your chance to reach customers.
customer. While, digital media can prove to be erratic and volatile; with proper management and
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close monitoring, it has the potential to work wonders. Digital marketing seeks to provide a cost- 7.Search Engine Optimization
effective medium to communicate the message of the brand across to a wider audience. For this, Search engine optimization (SEO) is a key factor in the overall success of your digital marketing
it is necessary to formulate a digital marketing strategy that is in sync with the overall marketing campaign. But what is SEO?
strategy of the company. Following are a few factors that are imperative to the success of a digital SEO refers to the research, placement, and utilization of the right keywords and links to optimize
marketing strategy: your content for easier scanning and ranking by search engines. In short, SEO ensures you rank in
1.Right Content: Customers, today, are more aware than ever before. Online search forms the search engines.
zero moment of truth and thus, the very first point of contact of a brand with a potential customer. Without keeping an eye on your SEO, all other digital marketing efforts may be useless. Just
It is, therefore, crucial to establish an online presence that creates and communicates just the right imagine a ship heading to the ocean without its captain having a sense of direction. SEO directs
thing at the right time. In this age of information overload, customers shall not be interested in your marketing efforts toward the right target audience, marketing channels, and key business
acknowledging any content that does not deliver value. Therefore, there is no alternative to metrics.
publishing high quality content that creates value for the customers. Whether you follow a business-to-customer (B2C) or business-to-business (B2B) model, you
2.Right metrics: John Wanamaker, the father of modern advertising, said could apply SEO to your digital marketing campaigns. Are you offering software-as-a-service
“Half of my marketing budget is wasted. The difficult part is I don’t know which half!” (SaaS) services? You may want to check out tips like the entrepreneur’s guide to SEO for SaaS
The impact of spending on digital marketing is hard to measure. Advertising, particularly, is a leap businesses to help you kickstart your SEO strategies.
of faith. Despite being an uphill task, it is necessary to chart out the right metrics to understand
which strategy and which channel is working out for the company. Management teams want to see 8.Website Performance
digital media accountability and the digital strategy needs to have a measurable impact on the sales Having a website is a prerequisite to launching your digital marketing campaign. And to drive your
volume, ROI, revenue, improvements in customer satisfaction and repeat business. . digital marketing success, your website’s performance plays a crucial role. If your website is slow
loading and difficult to navigate, chances are you won’t earn a significant number of visitors and
3. Analytics and Data-based insights: Data needs to be drawn from a much wider range starting leads.
from demographic studies, social media discussions, blogs, online reviews, analysts’ reports etc. For your website to have good performance, it must have the following qualities:
The enormous amount of data generated through social and digital campaigns need to be converted • User friendly
into useful information in order to efficiently measure and understand the metrics and also to • Engaging
formulate the right strategy. • Helpful
• Fast loading
4. User-experience on site: Often organizations throw more and more money into their
promotional activity without optimizing their site experience. Digital success is derived from 9.The Right Timing
utilizing a combination of digital marketing strategies and delivering a good user experience. There’s a right time for implementing your digital marketing strategies. You can’t just enforce
whatever strategy you could think of any time you want. If you want to be successful in your sales
5. Mobility: The mobile is dominating digital marketing and is here to stay. Mobile marketing endeavors, you need to hit the perfect timing for every strategy you use.
shall form an important part of formulation of marketing strategies and budgets in the next few Check the following factors that could affect the right timing of your online marketing campaigns:
years.

.In simple terms, digital marketing is promoting products and services online, which are accessible 10.Consumer peak buying times: Consumers tend to buy products and avail of services at certain
via digital devices, such as smartphones, tablets, wearables, smart TVs, laptops, and desktop times of the year. For instance, you could expect a high demand for beach products, like swimsuits,
computers. Hence, it’s also called online marketing. Digital marketing doesn’t seem to be an option during the summer. Therefore, you need to have an all-out digital marketing strategy for summer
anymore. Now, it’s important for every business to have a digital marketing strategy set in place products during this peak season because of tight competition and high consumer demand.
to reach more potential customers and attain their marketing goals and achieve more sales. 11.Business downtimes: There are also certain times when your business is at its lowest
performance because your products or services may not be in demand in those times. You could
6.Search Engine Optimization take this chance to offer great discounts and other promotions via email marketing and paid ads.
Search engine optimization (SEO) is a key factor in the overall success of your digital marketing This would encourage consumers to avail your products and services because of the great
campaign. promotions you offer.
SEO refers to the research, placement, and utilization of the right keywords and links to optimize
your content for easier scanning and ranking by search engines. In short, SEO ensures you rank in 12.Emerging consumer needs: Consumers have varying needs, and they tend to change every
search engines. now and then. Therefore, you need to have a dedicated team to monitor emerging consumer needs

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so you could create a strategy to promptly meet these needs. You could seek the help of digital
marketing experts like BCC Interactive digital marketing agency and similar companies to Pay per click (PPC): average click-through rate, quality score, impression share, the average cost
accomplish your sales and marketing goals. per click (how much to spend per user click), and conversion rate

13.Integration 12. EMERGING OPPORTUNITIES FOR DIGITAL MARKETING

It’s not enough to settle with one digital marketing strategy at a time. You need to integrate various PROFESSIONALS.
strategies to attain synergistic power to drive success in your digital marketing campaigns.
Some examples of integrations include the following:
Marketing is no more about tv ads and printed leaflets; at least not majorly. Marketing has become
• Web content and social media integration by sharing posts on social media platforms
about reaching out to you on your mobile screens, about social media, about being the relevant
• Email marketing and social media integration by adding clickable social media icons or links
suggestion when you search for something on Google, about the email subject lines you can’t resist
to your email
and about “I was just thinking of buying a bag, why is the Amazon ad of bags following me on
• Customer relationship management system integration with your digital marketing campaign
Facebook and Instagram?”
to help you create better buyer personas or ideal customers
Majorly, Digital Marketing is the use of digital mediums and tactics to connect with and influence
• Giving branded merchandise as freebies or prizes to your social media contest winners
actual and potential customers at the place where they spend considerable time, i.e. the
Internet. With technology pacing at a speed unlike ever before and businesses getting more and
14.Personalization
more dynamic with every passing day, a professional in digital marketing is likely to be involved
Personalization is a vital aspect of any digital marketing campaign. Consumers recognize
in multiple aspects of marketing. Here are the general areas a digital marketing professional will
advertisements and businesses with a heart or concern for people. Therefore, you need to
get involved in during their career in digital marketing:
personalize your digital marketing campaigns to be more impactful and align with consumer
intentions and needs.
We have created a list of major areas that provide career opportunities in the digital marketing
Here are some of the ways you could personalize your digital marketing campaigns:
field and some areas that are going to provide new job opportunities in the coming decade: (It’s
• Address people by their first names when sending emails.
worth noting that almost every position offers the roles (depending on the base to higher-level
• Use personalized greetings in chatbots and emails.
duties) of Executive, Associate, Manager and Head/VP.
• Avoid generic answers when responding to consumer complaints.
Here’s a brief of the top 13 career opportunities in Digital Marketing and their respective average
• Use power words appropriately.
salary in India –
• Change the content on the website per visitor / company

15.Key Performance Indicators

Every digital marketing campaign has a set of key performance indicators (KPIs), which serve as
a basis and progress-monitoring medium for your marketing efforts. If you don’t set your KPIs,
Digital Marketing Careers Average Salary (INR)
it’d be harder to gauge the weaknesses and strengths of your marketing campaigns.
Lay your groundwork of KPIs and determine if you need to retain, improve, or eliminate a specific Digital Marketing Manager 7.2 lakhs
digital marketing strategy. You want to ensure your efforts would result in great outcomes for your
Search Engine Optimizer 4 lakhs
business and provide great value to your target audience.
The KPIs of your digital marketing strategy may include the following: Social Media Marketer 4.82 lakhs
Content Marketer 5.46 lakhs
SEO marketing: organic traffic, leads or conversion rate (the number of people availing your
products and services), bounce rate (the number of people leaving your website after a few Email Marketer 4.3 lakhs
seconds), and page load time
SEM Specialist 7.3 lakhs
Social media marketing: number of active followers, profile visits, comments, shares, likes, AR-VR Developer 2.8 lakhs
clicks, and brand mentions
SEO Specialists for Voice Assistants 4 lakhs
Email marketing: subscribe rate, unsubscribe rate, number of emails delivered, number of emails Video Producers 6 lakhs
opened, bounce rate, social shares, click-through rate, click-to-open rate, and spam complaints

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 Automation Expert 4.8 lakhs on investment (ROI) of $42 for every $1 spent, which makes it a higher return than you can expect
from any other form of marketing be it digital or otherwise.
Paid Media Specialist 4.5 lakhs The medium is quick, accessible, and cost-effective, making it a powerful tool for businesses to
Data Analyst 6.9 lakhs connect with people.
Web Developer 3 lakhs .
6. SEM Specialists:
1. Digital Marketing Manager Search Engine Marketing Specialists are responsible for paid ads across all search engines and
Digital marketing managers strategize and implement a brand’s complete digital presence. They display networks. If numbers don’t intimidate you and have great analytical skills, search engine
leverage every channel under digital marketing to promote a business’ product/services with the marketing could be a great choice for you.
key goal of increasing their sales cost-effectively. A Search Engine Marketing Specialists strategies Ad campaigns, targeting, budget, and bidding to
As a digital marketing manager, one should have experience of more than 5+ years and the ensure that the ads reach the right people. They write compelling ad copies that make the viewers
necessary certifications to back your expertise. engage with the Ads. They also monitor the performance and make adjustments.
The main responsibilities of a digital marketing manager are leading the marketing team and 7. AR-VR Developer:
reporting to the head or VP of digital marketing of the company. They are also responsible for Augmented reality adds digital elements to a live view often by using the camera on a smartphone.
planning & managing overall campaigns to collating different components of digital marketing to Virtual reality offers a completely immersive experience that shuts out the physical world and
make them efficient and successful. makes the virtual world feel real.
The adaptation of AR and VR for marketing is going to happen quickly. That is why marketers
2. Search Engine Optimizer: will need to be ready to create content for AR and VR. These skills will help them get an early
Search Engine Optimization refers to making the website or a web page rank on the search engine’s kickstart to using a technology that offers to make it very easy to influence customer opinions.
results. Anyone dealing with SEO has to work on analyzing, reviewing, and optimizing websites
using organic SEO techniques. One also needs to develop content with powerful keywords for 8. SEO Specialist for Voice Assistants:
increasing website traffic. More and more people are using Voice Assistants today and their use going to keep on
SEO is a developed landscape as search engine algorithms are updated on a daily basis, so one increasing. Google Assistant, Alexa, Cortana, and Bixby have a wide range of capabilities. If a
needs to keep an eye out for the latest trends and news on what changes the search engines are. user is looking for a product or a service using these assistants, it is imperative that your business
gets suggested.
3. Social Media Marketer: This is where the role of “ SEO specialist for Voice Assistants” comes into play. Their task is
As the name implies, social media marketing is all about managing a company’s presence across even more difficult because they have only one slot to rank for the top slot. Only if a business is
social networks that include Facebook, Instagram, Twitter, Linkedin, Pinterest, etc. Social Media at the top rank for search engines, will the voice assistants pick it up and tell the users about it.
Marketing Specialists also design and execute a complete social media strategy for a company.
The role of social media marketers consists of creating a social media strategy, creating content 9. Video Producers:
according to it, posting this content, and keeping a watch on some key metrics like reach, Video production and marketing have quickly become the central focus of every marketing
impressions, and engagement of the followers. strategy. Every business pushes video content as they grab the attention of users quickly.
It is not only a medium of entertainment anymore but a powerful tool for promotion and lead
4. Content Marketer: generation, especially on social media platforms.
As the role suggests, content is a key part of this job. Content marketing involves creating content As social media platforms like TikTok come up, brands have to be ready to attract consumers to
for the online world. This can be done in the form of blog articles, videos, email newsletters, social these platforms. These companies will need Video Producers who can produce engaging content
media content, etc. that would work on newer platforms. If you have these skills, they are going to be very useful in
The main aim of the content marketer is to create valuable content and distributing it across the coming decade.
relevant channels to retain and attract an audience as well as increase website traffic. As a content
marketer one has to work on various tasks like managing a blog, creating drip campaigns, 10. Automation Expert:
copywriting, guest blogging, PR, and video creation. Digital Marketing automation is all about using software and AI to automate digital marketing
. activities.
5. Email Marketer: Many companies will move towards automating repetitive tasks such as email marketing, social
Email is one form of marketing that all of us have been using for ages, and yet it still remains one media marketing, and even ad campaigns.
of the most valuable marketing strategies out there. Statistics state that email marketing has a return

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This helps them to be efficient as well as helps them provide a more personalized experience for I have given you the upcoming job opportunities in the field of digital marketing and trust
their customers. As the technology of marketing automation improves, digital marketers who are me digital is going to be the future of everything now. So if you want to make a career, this one
skilled in these tasks will command a high pay package. is the best option.

11. Paid Media Specialist: 16. Inbound Marketing Manager

A paid media specialist is responsible for bringing in traffic to your web portals via online You already have an expertise in marketing. But since the processes have become digital and
advertising on platforms like Facebook, Instagram, Google, etc. As a paid media specialist, you online, you need to enhance your knowledge accordingly. So in that case, you can anytime go for
need to have the best of both worlds – a mix of a creative and analytical mind. the position of inbound marketing manager. The major responsibilities of an inbound marketing
They need to be quick in identifying which platforms would be best for reaching their audience manager include managing the sales funnel, looking after the drip marketing campaign etc. The
and creative with their media buying skills to get the best optimization of input for greater output. basic motive of the manager is to invite more customers and forming strategies accordingly.
60% of the marketing budget will be allocated to digital spending, which just adds to the fact that
every digital team needs a specialist in paid media. Hence, paid media is unquestionably a
flourishing digital marketing career in 2023.
12. Data Analyst:
A Data Analyst interprets data and turns it into information that offers ways to improve business,
thus affecting business decisions.
Data Analysts collect information from various sources and interpret patterns and trends. Analytics
is one of the main parts of a digital marketing team and one of the most technical digital marketing
skills.
Analytics is what tells a company if they’re on the right track and thus gives them an understanding
of what’s working and what’s not.

13. Web Developer:

A web developer is expected to be updated with the various coding languages used, and have a
flair to create a functional and attractive website for the business.
A highly skilled web developer analyzes user needs to ensure the content, graphics, and navigation
provide a positive user experience.
In all cases, a web developer has knowledge of computer software, HTML coding, and graphic
design to create a website that has the best user experience and can achieve business goals.

14. Website Content Writer

A content writer is different from website content writer. A website content writer is only dedicated
to producing content for different types of websites. So there are a lot of job opportunities which
are available in this field as well. All you need to be good at writing and have excellent grammar
and editing skills.

15. Advertising Expert

Facebook ads, Google ads are something that every business counts on to get hot leads. And for
that, you need to have an expert. If you have an experience in running ads for Facebook and
Google, you can apply for this job profile. You will be responsible for preparing ad strategy, budget
allocation for each type of ad etc. If you know how to do all this, you can grab this job opportunity.
If not you can anytime take up a course in digital marketing and learn everything about advertising
online.

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 UNIT II Before prices are set, you must gather information on what clients are prepared to pay and
determine the market value of a product or service. In the digital era, price comparison is simple,
ONLINE MARKETING MIX and the low-cost market is fiercely competitive. Incorporating customers’ time spent to make the
purchase, into your pricing strategy will help you design precise costing for your products.
1.INTRODUCTION
Place
The 7 Ps’ Digital marketing model expects all elements of a marketing mix to use of digital
The location and method by which you provide your clients with access to your items are referred
technologies for modern businesses. Understanding how different aspects of an online marketing
to as “place” in the internet marketing mix. This is the ‘location’ where people can buy something.
mix connect to your organisation is vital for creating and executing a suitable digital marketing
The product’s distribution and where it can be found (logistics, distribution channels, market
plan. Every business model has its own set of requirements; some can profit directly from fully coverage etc). When it comes to online marketing, you have a lot of possibilities for selling on a
online approaches, while others require a more hybrid approach to flourish.
variety of platforms and ways. The optimal location for your consumer is one that is easy to access
and practical for your target demographic. A company store, a third-party store, a website, social
You may be aware of the 7 Ps’ of the marketing mix that is common in marketing businesses.
media pages, or a blog are all examples.
Although these strategies are most commonly utilised in marketing as a whole, they can also be
adopted in the digital world.
Promotion
Understanding Marketing Mix Adopting online marketing communication tools to engage your intended audience is referred to
Marketing mix refers to the strategies used to meet consumer needs and effectively place our as promotion in the online marketing mix. To engage and influence an audience, promotion
offering in their minds. It includes the 7Ps’ (Product, Price, Place, and Promotion) as well as three involves the use of digital ads, media relations, direct engagement, and sales promotions. It’s all
extra aspects that help us address the issues of marketing services. The 7 Ps’ version of this about sending out messages that elicit notice, attention, desire, or action. Personal selling with a
paradigm, which incorporates physical evidence, people, and process, is currently more commonly sales staff is great for creating customer relationships and closing transactions, whilst branding is
used. This is notably true for any business rather than a tangible commodity, and it is especially good for generating awareness and bagging new audiences.
true for digital marketing.
People
Employing the marketing mix framework for business and marketing operations results in The measurement and evaluation of interactions between a firm and its consumers, as well as
strategies that are: interactions between workers and customers, is part of the marketing mix’s people aspect. When
dealing with clients, a company’s employees are at the forefront. They communicate with
• Effective consumers along their journey and serve as the organization’s “face” to the public. Their
• Vital in developing a company’s strengths while reducing its shortcomings understanding of the company’s products and services, as well as their capacity to access relevant
details and their regular behaviour and attitude, must all be improved. Those who handle the calls,
• Helpful in increasing market competitiveness emails, chat lines, and contact centres are a crucial part of the process in today’s digital
• Supportive in boosting a company’s flexibility and innovation environment.

Here’s what the 7 Ps’ mean in the Digital Marketing world – Process
Product This refers to the manner in which the service is delivered, such as the series of pages or emails
This refers to the company’s output (whether it’s a product, a service, or a combination of both) that must be completed in order to make a purchase. The process, as a marketing move in the
that is designed to answer the customer’s primary demand. The task is to come up with the correct online marketing mix, specifies the procedures and optimizations required for supplying digital
‘benefits package’ to suit the need. Think beyond the product itself when upgrading the product stores and core experiences. You must take into consideration the tasks required for a service to
offerings – guarantees, certifications, after-sales or online assistance, a user-friendly app, or media offer its users its primary experience. Identifying the stages of the user journey – from making an
products like a video that enables the client to get more out of the product, can all add value and online inquiry to seeking knowledge and making a purchase – allows you to determine what
difference. processes are required to create a great experience for the customer.

Price Physical Evidence

This is the only part of the marketing mix that generates income; everything else is a cost. The Physical evidence gives you a sense of how good a company’s experience is. Facilities, interior
price of a product that your customers pay is referred to as price in an internet marketing mix. designs, services, and post-purchase items are all examples of service experience. it talks about
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the physical feature of a customer’s environment that they encounter during the decision-making Online product Ideas
and purchasing process. A great example of digital evidence is online brand awareness across When looking at what types of online product ideas, we could include in the product section of our
multiple media. marketing mix. There are a couple of choices we can explore.
Incorporating the 7 Ps’ of Digital marketing into a firm’s marketing decision-making process will A prominent place to start is producing software with online distribution. Then there are product
result in a more effective marketing strategy for your organisation. Through marketing, businesses ideas that revolve around content: such as building downloadables (eBook, online courses) or
that understand how to integrate all of the elements can boost their competitive advantage in the creating high-quality content that functions as the product itself like a set of articles and blogs.
marketplace. Marketing decisions about product, price, location, promotion, people, process, and
physical proof have numerous advantages.
Digitalization of services also enables them to some extent being an entirely online experience for
Info Hub Digital, a leading digital marketing agency based out of Pune, India can assist you in your customers, for example, online consulting services. At the same time, while distribution is
planning and strategizing your marketing efforts based on factual data and calculations in order to online, it still would require the physical presence of the personnel as of now, making scale harder
meet your goals and make happy customers. Many organisations in many industries have benefited to achieve.
from our assistance in improving their marketing strategy. By adopting a multi-channel marketing
approach, our marketing solution has assisted brands in connecting with their customers. One way of innovating new online products and business models is by redefining existing physical
products into a digital space. For instance, music and video streaming changed from a physical
2. E-PRODUCTS experience into a completely digital product.
In an online marketing mix, the product has to be 100% online, meaning the product has no
physical features. For example, selling traditional products on an online store won’t be good When transforming into new online products, the combination of the decisions in the online
enough. marketing mix helps you develop for better outcomes. A critical defining factor of your online
We have to look at the online product as something scalable in nature, which processes all revolve products would be its place of distribution or a pricing strategy.
around being online such as:
• The creation and management of the product 3.E-PROMOTION
• The pricing of the product Promotion in the online marketing mix is the use of online marketing communication tools to reach
• Distribution of the product your target audiences. Promotion includes the use of online advertising, public relations, direct
If every step is online, you have achieved a genuinely scalable online product. communication, and sales promotions to reach and influence an audience.

When creating an online product in an online marketing mix, we need to think about all the aspects Online marketing offers many effective strategies to choose from to include in your marketing
that surround the product itself. Let’s think about the subject through questions that potentially mix. Every business and its online products require different approaches when reaching their
helps us deliver a better online product. customers.
• What is the online brand of the created product?
• Does the online product have a product line or a set of products in a range? Some methods revolve around directly advertising on a variety of platforms, while other strategies
• What are the extra services around the product? revolve around building authority with the content or gaining a following on social media.
• How would the end cycle of the online product look? Is it upgradeable, or is it update-based, You can’t invest in every channel out there, just because it exists, the need to understand your
for example? audience first is crucial for producing and executing an effective marketing strategy online.
• What are the guarantees of the said online product?
• How to design your online delivery? Are you restricted by budget, time, locations, technology, or something else, every business can
• How to design an online product? find and utilize effective methods of online marketing to boost their results.
• What features to include?
• The quality of the online product? Your initial marketing strategy will have to include your restrictions to avoid plans that you can’t
Answering all the questions above, you’re closer to producing a high-quality online product to implement properly.
modify your business model.
For example, investing in website content to boost your search engine positions takes time, when
your business requires revenue today, the strategy won’t help you keep on the lights.

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An excellent online marketing strategy includes your business goals with practical methods of A long acquisition time increases the cost for the customers, which leads to a loss of sales.
gaining them. Innovation in your marketing decisions is essential for keeping growth achievable.
If we look again at the example of search engine positions, while not increasing your business Pricing online products the right way is the method of increasing revenues with scale. Inefficient
today, it will in the future, by combining it into your online advertising flow is beneficial in the pricing strategies will, in the end, become the end of the product. As with more scale, the smaller
long run. issues scale too.

Methods Of Online Marketing Promotion For Consideration: An excellent pricing strategy includes the use of discounts, payment terms, and has opportunities
• Search Engine Marketing (Google, Bing) for allowances.
• Search Engine Optimization (SEO)
• Content Marketing Pricing Strategies of Online Marketing
• Online PR If we look at the price with three typical pricing strategies like:
• Social Media Advertising
• Youtube • The SaaS (Software as a Service, model, where a subscription gives access to an online product)
• Pinterest • Single purchase model (One price for one product for a one-time purchase)
• LinkedIn • The free model (The product itself is free, and the monetization is through other means) both
• Facebook have their pros and cons to consider in your pricing strategy.
• Email Marketing
• Partnerships A subscription model for an online product is beneficial if the product itself is not static, meaning
• Learn more marketing channels it has updates, levels of complexity of using it, or its upgradeability.

The benefits of online marketing are the ability to track the results used strategies in real-time with A one-time purchase is beneficial for finished products. When using a one-time purchase pricing
the use of web analytics. Web analytics in online marketing allows for constant optimization of strategy, you will have to include that even a finished product requires levels of customer support
strategy. and onboarding.

Online marketing develops fast, and new ideas on how to improve your tactics arise often, and A free model is beneficial when the product offers a precise problem-solving capability as free
improved methods of collecting data helps you find new opportunities all the time. products that don’t have real purposes won’t work. The most common way of monetizing free
In promotion, it’s essential to have clear strategies on how your brand and its messaging display products is through advertising.
across platforms. A wide range of platforms can lead to ununified experiences for the customers,
and that leads to worsened brand awareness.
Controlling your brand and its communication in online marketing promotion is essential.
5.E-PLACE
Place in the online marketing mix means the place where and how you provide your customers
access to your products. In online marketing, there are many options for you to sell on a wide range
4. E-PRICE of platforms and methods.
Price in an online marketing mix refers to the cost of a product your customer will pay. In the
price, we need to include secondary factors, for example, what is the customer’s perceived value The best place for your customer comes down to what is the best place to reach and is convenient
of an online product and consider how much time it takes for a customer to acquire a product. for your target audience. If we look strictly at online products, what solutions for selling you have?
Many such as:
Including customers, time spent on acquiring your products in the pricing strategy helps you
develop more accurate pricing for your products. We associate online products with being instant
• Social media platforms (Either by selling directly (Facebook Shop) or by referring traffic to
in the acquisition, but in most cases, there are multiple steps involved for the customer.
another owned channel)
• Dedicated online store (Shopify, WooCommerce), landing pages with purchase features.
For example: • Online marketplaces (Amazon, eBay, Etsy, other niche marketplaces)
• Pre-registration and registration The goal of a place in the online marketing mix is to consider the convenience factors for your
• Onboarding customers. Enabling the most convenient places for your customers to access your online products
• Checkout and purchase process length is crucial for the overall experience.
• Download times
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Your target audience should guide your decisions on your places, and the product’s online You will segment your target audience into different groups based on the mentioned traits so that
distribution comes down to what is the best distribution model within your chosen place. you can personalise your digital marketing strategies targeted for specific groups of customers you
have segmented.
When deciding place opportunities in your online marketing mix, the need for figuring out how
much market coverage you’re able to reach within that place. 2. Geographic Segmentation
Compared to the other types of market segmentation, geographic segmentation is the easiest. All
For example, marketplaces (like Amazon or eBay) have more initial coverage due to organic you have to do is identify and group consumers based on location. You can define your target
views, although lacking control otherwise. An online store can potentially have broader coverage market’s segments by knowing their country, region, and city.
if there’s a budget available for reaching your audience. Here is an example of geographic segmentation from OETEO, a children clothing store in
Singapore. In this digital marketing campaign of OETEO, they are offering free local shipping for
All in all, an owned channel (website, online store) will come necessary for every online business, orders above $S20!
and the need to expand for other platforms increases the more global your reach and how targeted
audiences are. 3. Psychographic Segmentation
For psychographic segmentation, the goal is to understand “why” your customers might be
interested in your products or services, depending on their personality, hobbies, values, and
6. CONSUMER SEGMENTATION
beliefs.
Customer segmentation is a modern approach to marketing that focuses on the audience rather
This step of the customer segmentation model is probably the most challenging since you will need
than the product. The goal is to deliver relevant messages to specific audiences. To do so, you need
to identify each consumer with in-depth research. It requires you to analyse different personalities
to segment your market and make a digital marketing campaign tailored to your target audience’s
and see how they affect your marketing.
preferences.
To make things easier, here is an example of psychographic segmentation. It is a digital
Every business has different groups of customers with different demographics, interests, buying
marketing campaign from Omni Hotels & Resorts, and their goal is to target comparison shoppers
behaviour etc. And these factors affect your digital marketing approach in Singapore
and convince them on how they can get the most out of their purchase decision.
To captivate them, you need to approach them differently. You should not treat your customers
However, the rewards are worth achieving. Once you have understood your customers on a deeper
as a monolithic group. According to research from McKinsey and Company 78% of customers
and more personal level, which means you can deliver the right message and create content tailored
would consider purchasing for the second time from a brand that offers a personalised experience.
for them.
Think of it this way: How you spend time with the people around you differently depending on
4. Technographic Segmentation
the similar interests, lifestyle, habits and activities that you all enjoy doing together.. That is the
The type of device a customer uses when visiting a website (e.g., desktop, mobile or tablet) Which
same as how you should treat your customers, and the best way to do that is through customer
browser does a customer uses when browsing online (e.g., chrome, safari, opera)
segmentation.
By knowing which one a customer is using, you can curate a better digital marketing campaign
that suits their interest. For example, if you own a smartphone accessory store and one of your
But how does customer segmentation work? Let us learn more about customer segmentation for
potential customers visited your website using an iPhone, you can use retargeting marketing ads
better digital marketing here.
to appeal to them with iPhone accessories.

5. Behavioural Segmentation
Behavioural segmentation tackles “how” your customers interact with your business. Vital factors
to consider for this type of market segmentation include browsing habits, purchasing decisions,
attitude towards brand loyalty, and product reviews.
For instance, by distinguishing first-time website visitors from those who have already
1. Demographic Segmentation
visited your website before, you can personalise the customer’s experience more effectively based
Demographic segmentation is all about knowing “who” your target audience is by identifying
on how your customers will interact.
specific traits, such as age, gender, profession, education, and ethnicity.
Notice the difference between the two messages. One is for new visitors who might want
to know more about your business, while the other is for existing customers who are more likely

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to buy again. The new visitors are more likely to get enticed by the discount for new users, whereas • Remarketing targets users who have previously visited your website, or viewed one of your
consumers loyal to the brand are more likely to be encouraged by the loyalty points. Gather videos on YouTube.
behavioural data to personalise each visitor’s experience and increase their chances of making a • Using similar audiences involves creating a mirror audience based on your remarketing
purchase. lists or customer email list.
1.Demographic targeting
6. Needs-based Segmentation Looking at demographic targeting, you can set your bids based on someone's age, gender, their
Needs-based segmentation refers to the process of categorising a group of people based on their parental status, or their household income in some cases.
shared experience of a certain need or problem. By determining your audience’s needs, you can "Unknown" within the AdWords interface refers to people whose age, gender, or parental
create and offer them the right product that will address their needs. status can't be identified or inferred from what they visited online, but you shouldn't exclude
But how does a brand identify your customer needs? Brands determine the needs by asking unknown ages or genders from targeting as they can often represent a very large number of users.
the audience their motivations in purchasing a product, emotional advantages, and wants and The age and gender information are based on the information within someone's Google
needs. This digital consumer segmentation begins with qualitative and quantitative research. account, so it will be based on logged in users. Otherwise, the system will do a best guess based
Need-based segmentation segments products consumers’ preferred product attributes, on their browsing behavior. To exclude this segment is to significantly restrict your reach. Most
service needs, and delivery method. people will fall into the "Unknown" category for display, but it's much more accurate for YouTube,
so it wouldn't be advised to exclude unknown ages or demographics for your display campaigns.
7. Value-based Segmentation
Value-based segmentation refers to the segmentation that acknowledges the consumer’s financial 2.Affinity audiences
or economical values when considering a product. In order for a digital marketing company in If you're familiar with TV audiences, you'll already be familiar with the concept of an affinity
Singapore to be able to roll out an effective marketing campaign, they must first segment their audience. Affinity audiences are particularly good for brand awareness. It's the broadest audience
audience based on their value. To illustrate, it will be ineffective for a brand to market an expensive targeting option available. It reaches people at the beginning of their buying journey. When using
product to a cost-sensitive audience. an affinity audience, you're targeting people who have shown an interest in particular products and
Customer satisfaction scores, number of purchases, and average purchase value help segment the services based on the content they interact with, the purchases that they've made, or websites that
audience based on the value. they frequently visit.
You have options such as beauty junkies or outdoor enthusiasts, for example. And you can also
8. Firmographic Segmentation create a customer affinity audience by blending these interests together for a specific cross section
Firmographic segmentation is similar to demographic segmentation. However, instead of of users, such as travel buffs who are also interested in health and fitness because you might want
individuals, its target is companies, groups, and firms, hence the name. to advertise hiking holidays to them.
To illustrate, a digital marketing services company in Singapore looks into firms and companies
and offers them services based on their employee number, customer number, and revenue. The 3.In-market audiences
company may offer customisable suites and packages to giant corporations while offering fixed- When a user transitions from being interested in a subject to actively beginning their buying
rate services to small and medium enterprises. journey, they become in market.
In market audiences are very good for reaching people who are in the middle to the end of their
9. Social Media Segmentation buying cycle, and a user is only counted as part of an in market audiences for seven days, up to the
Social media segmentation refers to the division of the audience based on the social media platform point that they make a purchase, or they stop showing interest. This can mean that the reach can
they are most active on. This segmentation process is advantageous for a digital marketing agency be smaller than other targeting options, but it also means it's highly effective because it's far more
in Singapore that specialises in social media and influencer marketing. targeting, and it dynamically updates as the users are constantly joining and leaving these
7.TARGETING audiences.
Audience targeting allows you to be more accurate when choosing who sees your ads. Using an
audience targeting allows you to reach users across the web based on their behavior online, and 4.Remarketing
the signals these actions send about their likes, and their interests, and their purchase patterns. Remarketing lets you show ads to people who have previously visited your website, watched your
Audience targeting takes a number of forms. YouTube content, or engaged with your app. It allows you to reengage with them as they visit sites
• Demographic targeting involves targeting people based on their age, gender, parental of the GGN or watch more videos on YouTube. For example, if a visitor left your website without
status, or perhaps their income. buying anything, remarketing could help you reengage with them by showing them an ad.
• Affinity audiences are lifestyle and interest profiles based on the user's browsing behavior. You can also remarket to users who have watched your videos with further videos to watch.
• An in-market audience is likely to be in market for a particular product or service.

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5.Similar audiences Positioning strategies
Similar audiences are a custom audience solution. They allow you to create a list of new users 1.Establish a Point of Differentiation
based on the list of existing users. When you create similar audiences, you can show ads to What are your company’s unique attributes that set you apart from your competitors? As a part of
audiences who are similar to those in your remarketing list, or your video viewers list. your marketing and branding strategy, you should know these points of difference in order to
These similarities are based on shared traits between their online behavior. You can base your attract clients and candidates. In order to successfully position your staffing firm online, you need
similar audience list on your past visitors remarketing, and effectively broaden your reach to more to know what values you provide for your clients and candidates that no other brand provides.
interested users online, or you could take a list of converted users and potentially find more of your
ideal customers. 2.Create Thought Provoking Website Content
Websites are designed to catch the attention of potential leads and turn them into hot leads. By
8.POSITIONING creating a website with thought provoking content, you are generating conversations around your
A position is a simple, singular concept. services. Valuable content builds your business’ credibility and drives your target audience to your
Positioning is about owning a position in the mind. The position, to be effective, must be website, increasing your online brand.
something you are passionate about. It must be authentic and something your prospects want.
It must be relevant and differentiate you from your competition. 3.Keywords Matter
Remember to use keywords that your target audience would use to search for your services online.
We’ve chronicled many classic examples in this column. Heinz owns thick ketchup. Google Without the use of proper keywords throughout your content, you end up targeting the wrong
owns online search. Tesla owns electric cars. Volvo owns safe cars. Home Depot owns the audience. You want the right keywords to be picked up for search engine optimization to drive the
hardware store for the do-it-yourselfer. Walmart owns low-price department store. right target audience back to your website.

The first brand to get its idea into the prospect’s mind owns that position. 4.Know Where Your Target Audience Is
By thoroughly understanding and defining your target audience through conducting market
An online search term is also a simple, singular concept. Positioning in digital marketing is research for your staffing firm, it is then important to be where they are. This means, if your target
similar to positioning in traditional marketing. audience is on Twitter, but not on Facebook, should you still be interacting on Facebook? The
answer is no. By accurately identifying your target audience you should only join social networks
According to a recent study, 90 percent of all search terms are one to four words in length. where your target audience is present in order to save time and money and correctly position your
Perhaps you’ve searched terms like safe cars, low-cost razors, electric cars and sensitive teeth staffing firm online.
toothpaste.
5.Share Valuable Content
To select a search term, first determine the position you believe you can own in the minds of One of the main aspects to positioning your brand online is sharing valuable content with your
your customers. Then develop several simple cohesive search terms of two, three and four audience. Websites that receive the most traffic are those where the content is constantly changing,
words based on your position. being added and improved. Your target audience wants and expects to learn something new each
time they visit your website and they view those websites that do so as more valuable. The content
Research shows that the top seven positions of search results get 85 percent of the traffic. The you post should always be directed towards your target audience to position your staffing firm
goal is to rank high on Google’s Search Engine Results Page (SERP), preferably on the first online and in the market place.
page as close to the top as possible.
9.CONSUMERS AND ONLINE SHOPPING ISSUES
There are several activities that can help to achieve this. These activities fall under the headings 1. Incomplete & wrong information:
of Search Engine Marketing (SEM) and Search Engine Optimization (SEO). Online works on Images and text combination.
The image gives an idea about look, visual appearance and text provide information on products.
The art of positioning your brand online is built from what you know to be true about your The image plays an important role to convert customers into buying decisions. Better and clear
customer. You want your brand to stand out to your target audience through differentiating your images better the conversion into sales.
brand from competitors. Your company needs to find ways to emotionally connect with your target Text or numbers gives information about detailed specifications of products that information is to
audience, stay focused and make your service relevant in order to position your staffing firm help customers to ease buying decisions after the visual decision of a particular product.
online. Check out these five ways to positioning your brand online.

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Correct or accurate details make all the difference, so it’s important to take care of your product Online mainly works on discounts and offers, customer’s also looking for better deals and browse
data. Not adding actual or real images and adding wrong information misleads customers and ends different platforms to get better deals. Because of fluctuation in pricing customer feels cheated
with a loss of sales or more returns after-sales. when the price goes down from his last purchase price. Some may be accepted but many customers
Some examples: Adding accessories Props in images that are not part of products. Wrong size return that product and might re-shop the same products at cheaper prices or shop from the
information, wrong or inadequate measurements, Wrong quality information, and many more. competitor. In such cases, sellers always at loss because of forward and return logistic charges as
well as a loss of customers.
2.Payment Process:
More than known big e-com players, many small e-com websites or companies’ do not provide 7.Delivery charges:
different payment options like UPI payments, COD options. Based on the type of e-commerce portal or type of product sometimes sellers charge extra for
With increasing online frauds most customers want to choose cash on delivery options, many are delivery. As customers have access to the digital world they check and compare on a different
skeptical about sharing bank or card details. Also, the non-availability of safe payment options platform. Sellers should charge reasonably or minimum to retain those customers.
leads to customer dissatisfaction. The complicated payments process also issue to customers.
Clarity of discounts, offers, coupons, and different tax structures in bills may impact customer's 8.Warranty & Guaranty:
shopping experiences. Before this e-com boom, people use to shop from nearby shops and they use to know sellers or
shopkeepers. Now because of better deals along with home delivery options people shop online.
3.Logistic issue and delivery timeline But at the same time, they always worried about the warranty and guaranty of products. They are
When customer shop on any e-commerce platform he or she expects timelines about product always worried about the after-sales service.
dispatch and delivery. Many fail to provide the same, or inaccurate tracking system leads to If all sellers can assure customers of this important point and ensure after-sales service, it will be
customer’s dissatisfaction. In rural areas, not all e-commerce sites provide delivery services to help customers to do shopping peacefully.
their locations. Many times not having information customers call back to the seller to know the
status of their consignment. Not getting a proper reply or information leads to order cancelation. 9.Return & Exchange Policies:
Sometimes delivery person attempts delivery when customers not available. Delivery service or Customers are always worried about the return and exchange policies of the e-com platform. He
service partners may sometimes hamper the online shopping experience for customers. wants to know if any product not fit or might be not adequate quality parameters then how he or
It’s always better to inform customers with all updates about product delivery well in advance she can return or exchange along with how they can recover their money.
along with accuracy. Clear and easier return policies always help customers shop more peacefully and repetitively.

4.Wrong product and Quality issue: 10.Customer Service:

E-commerce is all about electronic or digital things, but the truth is all information fed by a human, Online customer doesn’t know seller directly they always connect with e-com platform customer
and you get what fed to the system. Adding wrong product information, manual handling of service for any query. If customer service executives not able to satisfy customer queries because
products by people sometimes ends with wrong product shipment to customers. of any reason for sure they lose that customer forever.
As online is visual platform customer doesn’t get a feel of the product, they only shop based on “Customer service” is a word that all sellers need to mean it! This is one of the crucial points in
Images and text provided by the seller. But when the customer receives damaged defective, or the case of online as well as offline business. The customer service department plays an important
poor quality products. He or she may return that product and never turn back again to shop from a role in keeping the customer happy and satisfied so that they can return and shop again more.
particular seller. Now a days Consumer courts, weight & measurement and metrology laws pushing e-com players
Every single product check for specifications and quality before dispatch may help to avoid such to adhere laws and practices. This will some extent help customers to get a better shopping
problems. experience. But without sellers and platforms, it’s not possible. Sellers should re-think and avoid
the mistake mentioned above areas, as these directly lead to customer dissatisfaction and finally
5.False commitment: customer loss, customer returns.
Many sellers behave like the customer is a fool and add unnecessary claims on the product. Some
customers may fall into a trap but after receipt of the product, they realize and feel cheated. We 10. WEBSITE CHARACTERISTICS AFFECTING ONLINE PURCHASE
are in the digital world now and everyone has access to all information. Remember you can make DECISIONS
a fool to some people but it’s not long-term. So it’s always better to provide correct information 1.Ease of use
and do not overcommit to things that are not available.
E-commerce companies provide a wide spectrum of products with multiple options keeping in
mind the expectations of the consumers (Gong et al., 2013). The fact that consumers are able
6.Fluctuation in pricing:
to have the option of selecting from a wide spectrum of products or services at the comfort of
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home is a huge advantage that influences the online purchase decision. Consumers also have
the luxury of selecting the payment mode and in some cases, try the products before paying. 7.Easy accessibility
For example, retail giant Amazon offers a “try before you buy” option which caters to the Gone are the days when consumers had to stand in a queue in supermarkets to get their dairy
current expectation of the consumers (Amazon, 2019). There is a growing dependency on products. With a few clicks, consumers are able to get a wide variety of goods and services on
online shopping due to the ease of use of the online medium. their doorsteps. This easy accessibility option facilitated by the majority of e-commerce firms
has been a key driving factor towards online purchasing (Chocarro et al., 2013). Nowadays
2.Personal experience many companies like Warby Parker, designer glasses brand, offers the consumer a set of five
The user’s previous experience with the e-tailer also influences current purchase decisions frames to try on before making any purchase and the firm also uses face mapping to suggest
(Wu, 2013). If the consumers have a good experience with a specific e-commerce firm then it glasses that perfectly fit the face of the client (Wired, 2019).
influences the online purchasing behaviour and on the contrary. The essence of the feel -good
factor is required to impact online purchase decisions in a positive way. 8.Consumer reviews and recommendations
The reviews, ratings and recommendations of other consumers on a particular product or
3.Personal traits service also influence the buying decision (Jiménez & Mendoza, 2013). Feedbacks from other
Personal traits reflect the attitudes, self-image and perception of the consumers. The attitude consumers help to get a general view of the quality of the products or services which impacts
of the consumers’ outlines if the consumer believes in having the feel-good factor through the decision-making process. On the other hand, reviewing thousands of comments and
brick and mortar outlets prior to purchasing. Consumers are likely to go with the current trend feedbacks take a huge amount of time and can be confusing at times. For example, ratings
of the masses buying first through e-commerce sites and then experiencing it (Chen et al., provided by users of Zomato on the services of a particular restaurant and influence a
2016). Self-image illustrates the image that the individual carries and what they think about prospective consumer.
themselves when it comes to online shopping. The perception of the consumers also holds
significant value as it is going to influence their online purchasing decision. These three 11.DISTRIBUTION AND IMPLICATION ON ONLINE MARKETING MIX
personal traits change according to the values of the consumer at a certain point in time. DECISIONS.
4.Time management
There are two main processes in supply chain management: downstream and upstream. The
It is one of the internal factors which influence the online purchasing decision. If the consumers
upstream process sources materials for production, while the downstream process focuses on
face a paucity of time then they are likely to opt for online shopping for their required products
bringing the product to c Distribution decisions refer to all decisions that ensure the efficient
or services (Gong et al., 2013). On the other hand, if they are not bound by any time constrain ts
delivery of goods and services to the end user.onsumers. Distribution decisions belong to the
they might select both brick and mortar outlets and online shopping. This internal factor is
downstream process. One major distribution decision is choosing distribution channels.
highly influenced by how consumers manage their time.
External factors influencing online purchase decision

5.Service quality
A consumer is attracted to a particular product or service on the basis of its quality and the
price bracket it comes within (Malik & Guptha, 2013). The quality of the product or services
is also critical for the growth and profitability of the business. If it does not meet the expected
standard of the consumer then it is going to influence their online purchasing decision. On the
other hand, if the quality of the product matches the consumer satisfaction level then it leads
to a surge in sales, revenues and market share of the firm. For example – ASOS through their
quality products is ensuring to meet the standards of the consumers (Asosplc, 2019).

6.Easy payment options

It is one of the key external factors which has highly influenced the consumer’s online purchase
decision. Payment options have been never so easy with e-commerce firms adapting different
strategies regarding payment options such as cash on delivery (COD), EMI options, payment
through net banking, lazy pay options etc (Wu et al., 2014).
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 ▪ Online Marketplaces: The market entry experienced of seasoned B2C players such as Amazon
& eBay is accelerating the growth of B2B online marketplaces. In accordance with its advertising
slogan “Everything you love about Amazon. For work” Amazon Business now offers business
customers a marketplace that is fully tailored to B2B needs (ERP connection, net price, scale
conditions, multi-user accounts, etc.) and has proven B2C user friendliness. Manufacturers and
other vendors can gain access to this tried-and-tested infrastructure by listing their products,
thereby also gaining access to the existing ecosystem, which includes a whole spectrum of service
functions such as Fulfillment by Amazon (FBA) and Amazon Marketing Services (AMS). The
listing comes with access to the high sales potential generated by a large international customer
base; however, notwithstanding these substantial opportunities, a dedicated online marketplace
strategy must be used to determine – in a differentiated fashion – the product categories for which
the platform is truly suitable. It must also determine the conditions to be met and, most importantly,
the associated risks.

▪ Third Party eRetailers: Third party eRetailers, or online pure players, are providers that run their
businesses (usually) exclusively online. These providers often have a very clear focus on specific
product categories. Accordingly, when manufacturers and other vendors list their products with a
third party eRetailer, they are promised access to a highly relevant target group. However, there
are more than 600,000 online shops in Germany alone. In light of this, a dedicated third party
eRetailer strategy must be used to analyse the retailers for whom onboarding and the associated
connection costs are really worth it.
As shown in Figure 3, E-Commerce channels are forming new links between
manufacturers/vendors and end users in the B2B and B2C fields. As far as the connection to the
▪ Direct Sales + Affiliates: Direct sales refers to direct sales through a company’s own e-shop.
manufacturer/vendor is concerned, this can occur via both non-automated order processing
Generally, sales can be carried out via one of three routes. Firstly, a producer can sell directly to
(NAOP) and automated order processing (AOP), just as in conventional sales channels. The main
end users in the usual way. Secondly, customers from the manufacturer’s e-shop can be forwarded
difference is the interface to the end customer, who – by definition – makes e-commerce purchases
to partners, or “affiliates” (usually selected third party e-retailers). Thirdly, a hybrid of direct sales
exclusively online.
and forwarding to affiliates is also possible. Overall, the goal is to offer interested end-users a
In a general sense, E-Commerce can be divided into three pillars: Online Marketplaces, Third Party
seamless purchase process – whether it occurs directly from the manufacturer or from a
eRetailers and Direct Sales & Affiliates. As Figure 4 shows, each of these pillars has different
recommended partner. This seamless integration – and the strategic yet systematic selection of
characteristics. Depending on a number of factors (for example product, target group,
affiliates – must be defined precisely within the framework of a dedicated direct sales & affiliates
implementation expertise, etc.), the pillars have different strategic relevance for a manufacturer or
strategy.
vendor.
A distribution strategy is a considered method of getting goods and services to end-users with the
end goal of maximizing revenue and customer loyalty. At its core, distribution strategy should be
based on your ideal customer — how does the average client buy goods? How could you, as a
producer, make the purchasing process easier?

The role that an item will play in a client’s life and the type of purchase decision associated with
a product are important aspects to consider when determining a strategy. Some companies even
use multiple distribution methods to reach different consumer bases. For example, if you’re selling
to an audience of age 60 or older, you might directly sell products via catalog. For a younger
customer base, you might indirectly sell them through an online retailer.

There are two categories of distribution strategy: distribution channel strategies and marketing
channel strategies. Most businesses use a combination of the two kinds. Let’s examine some of

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the factors that go into each of these cutting-edge distribution strategies so you can determine
which combination of practices works best for you. 5.Exclusive Distribution
Exclusive distribution strategies refer to making a deal with a retailer to only sell your product or
Distribution Channel Strategies service through their specific storefront. This strategy works especially well for high-priced items
with high brand recognition, like Apple products.
Distribution channel strategies refer to how you offer your products to potential customers looking Businesses using exclusive distribution strategies may also sell goods directly through their own
to buy. These strategies differ slightly from marketing channel strategies, as they are more focused branded stores. For example, Apple has a number of storefronts specifically for their own products.
on giving people opportunities to find and buy your products rather than just getting them in front
of their eyes. 6.Selective Distribution
There are two kinds of distribution channel strategies: direct distribution and indirect distribution. Selective distribution strategies act as a middle ground between intensive and exclusive
distribution. When implementing it, your business finds multiple considered and strategically
1.Direct Distribution selected venues to distribute products.
Direct distribution refers to selling your products directly to customers without any need for a Rather than focusing on the most widespread reach possible or targeting one or two specific
middleman. There are a few different ways to implement this method. Some organizations opt for venues, this strategy lets you identify which venues will best reach your target audience, then make
a direct online storefront when selling to an audience that’s familiar with technology, while others distribution deals with those storefronts
make use of catalogs or phone orders for a more low-tech customer base.
It’s important to consider how much your company will need to invest when implementing a direct
distribution strategy. For example, manufacturers will need warehouses, vehicles and delivery staff
in their portfolio to effectively distribute goods on their own.

2.Indirect Distribution
Indirect distribution strategies refer to using intermediaries, or “middlemen,” to help sell your
products or services. This strategy usually works best when what you’re selling is a routine
purchase that customers make without much regard for brand loyalty.
For example, if you manufacture toothpaste, you might want to partner with multiple department
stores as your intermediaries to stock your brand in areas where customers are already looking for
similar products.
We’ll discuss the different types of intermediaries and their specific benefits later in this article,
but business needs, targeted clients and type of product are typically behind the reasoning for using
this strategy.

3.Marketing Channel Strategies

Marketing channel strategies are distribution strategies that involve how you get your products in
front of customers’ eyes rather than straight into their hands. These strategies tend to focus more
on the number and kind of locations that your products end up in, and often work hand in hand
with distribution channel strategies.
There are three kinds of marketing channel strategies: intensive, exclusive and selective.

4.Intensive Distribution
Intensive distribution strategies involve putting products in as many locations as possible.
Typically, this strategy works for products that are smaller, routine purchases a customer is less
likely to actively seek out in a store. For example, the company manufacturing the breath mints
you might see at the checkout counter at a major chain store might use this strategy.
This strategy isn’t as useful for more considered purchases that require heavier brand loyalty, but
for smaller products, it can increase exposure by maximizing the number of sales channels.

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 engaging them in a more personal and authentic fashion. As such, it’s easier to direct your efforts
UNIT-III toward organic social media marketing since the platform was initially designed to foster
DIGITAL MEDIA CHANNELS interactions rather than sell to your prospects.
1.MEANING
You must invest time in cultivating relationships with your target market as you try to understand
Digital marketing channels are platforms that you can use to reach your target audience with
the needs and interests of your buyer personas. Ultimately, this can help you generate highly
information about your brand, product, or service. Utilizing these channels allows you to help your
qualified leads on LinkedIn, Twitter, or Facebook—which account for driving 80%, 13%, and
customers with any questions or challenges they may have while positioning your business well
7% of qualified B2B leads, respectively.
so that you can be a step closer to your marketing goals.
4. Organic Search (SEO)
Not all types of digital marketing channels are cut out for each and every one of your business
Did you know that over 63,000 Google search queries are performed every second? Just imagine
objectives though. Some are more suitable for certain types of audiences, while others are set up
how many people are searching on the internet! Given that people use search engines for research,
differently depending on what they’re capable of doing. As such, you must know which digital
shopping, and entertainment, the opportunities for businesses are huge!
marketing channel to use and then implement the best practices to achieve a particular goal.
When prospects or customers look for products or services, they’ll tend to go with whoever ranks
higher. Standing out from the competition at this stage means that you’ll be capturing new
Most of your goals will probably relate to generating leads, raising brand awareness, improving
opportunities organically, driving a consistent flow of leads down your sales funnel.
conversions, and so on. Ultimately, getting more sales. Together with your digital marketing
As long as you adopt modern SEO best practices—keyword research, blog post optimization, and
agency, you can develop a mix of strategies to target one or more of those goals.
linkable content creation—improving rankings on search engines will come a lot easier.
In the succeeding section, you’ll see a list of digital channels with the greatest potential to address
5. Paid Search (SEM)
your business’s and audience’s needs.
On the surface, it might seem inconceivable that paid search (also called SEM) will have the
potential to give you ROI. After all, you’re paying for each click you get, unlike SEO, where
2.TYPES OF DIGITAL MEDIA CHANNELS people find you organically (and technically for free).
1. Websites The advantage of using paid search is that your ads are shown above organic search results, making
Your website is a must-have tool for your business as it provides you with a dedicated platform them more visible to users. Even if you have to pay for every time a user clicks on your ad, there’s
where you can educate audiences about your brand, products, and services. This requires a solid still a lot of value—monetary and otherwise—that can be had from paid search. Being above
understanding of your target audience and an effective content marketing strategy. organic results means you’re still capturing that engaged searcher before they even have a
Whatever the size of your company, when you create a website it can give your business the online chance to see their other options (your competitors).
presence it needs to communicate and/or sell to prospects. In fact, another study showed
that 69% of Americans have purchased an item online. Whether your business is concerned with 6. Mobile
e-commerce or it’s something that’s more service-oriented, be it B2C or B2B, you should The number of mobile phone users is increasing by the day, and this trend is expected to continue
definitely invest in a website. To reduce costs, you can build the website using WordPress, and the in the years to come. Because of this, it only makes sense to serve promotional content to mobile
good news is there are many free WordPress themes available users. And thanks to geo-targeting strategies where location information is used to recommend
products or services more conveniently, customer experience can be consistently improved as well.
2. Email Smartphone users are also spending 90% of their mobile time using apps and games, which
There are several reasons why it’s so hard to dislodge email as a channel that delivers medium to makes mobile apps a profitable marketing channel. Last but not least, mobile can collect customer
high ROI for your business, but the one thing you can’t take away from email is its versatility. data, which you can then use to map out a mobile marketing strategy that produces results.
Although email may not be the newest technology available, it allows you to apply the latest trends
in content marketing, such as personalization and automation, without hurting your marketing 7. Display Ads
budget. Display ads allow you to use images, audio, and video to communicate your advertising
message better. These are shown on websites, email platforms, social media, and many other
3. Social Media digital channels that offer ad placements, usually in the form of a banner. Compared to search ads,
Social media marketing is on this list for some very worthwhile reasons, but this isn’t just about display ads generally have lower cost-per-click since there’s more advertising space available
social media users reaching the 4.48 billion mark. From being a channel that people use to across the web than on a search engine. The core difference is that you don’t target keywords.
establish personal connections, social media has evolved into something grander, bigger, and better
than what it was originally envisioned to be. These days, you can reach out to potential buyers by
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Display advertising success depends on how well you can match your ad to the host website’s ads) are more visual, product-based advertisements that allow consumers to see important
audience to drive conversions. information at-a-glance, such as price and reviews.
8. Affiliate Marketing Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put
Affiliate marketing describes the partnership between merchants and affiliate marketers to promote their ads in front of motivated customers who are ready to buy at the precise moment they’re
a product or service through referrals. The easiest way to identify this type of marketing is when ready to make a purchase. No other advertising medium can do this, which is why search engine
you come across something that contains labels like “sponsored post” or “affiliate link.” As a marketing is so effective and such an amazingly powerful way to grow your business.
marketing or promotional channel, affiliate marketing can be effective in generating leads and
driving sales. Regardless of where your target audience is in the customer journey, affiliate 1.SEM vs. SEO
marketing serves as a full-funnel strategy that’s worthy of adoption. SEM versus SEO: What’s the difference?
Generally, “search engine marketing” refers to paid search marketing, a system where businesses
9. Video Marketing pay Google to show their ads in the search results.
The value of video in marketing is unquestionable. Many people who are tired of their humdrum Search engine optimization, or SEO, is different because businesses don’t pay Google for traffic
routine turn to video not only for entertainment but also for the educational advantages that come and clicks; rather, they earn a free spot in in the search results by having the most relevant content
with it. There’s no shortage of statistics on video marketing from increased open rates to for a given keyword search.
conversion rates, which should convince you this is a goldmine to explore. Both SEO and SEM should be fundamental parts of your online marketing strategy. SEO is a
powerful way to drive evergreen traffic at the top of the funnel, while search engine advertisements
10. Instant Messaging (IM) Marketing are a highly cost-effective way to drive conversions at the bottom of the funnel.
On top of the various instant messaging applications, many social media platforms also include
IM in their services. Instant messaging has become the preferred way of communication over 2.SEM Keyword Research
texting and email because of the real-time replies and the feeling of having a real conversation. Before you can choose which keywords to use in your search engine marketing campaigns, you
Your business can benefit from this as customers prefer a personalized experience, leading to need to conduct comprehensive research as part of your keyword management strategy.
greater conversions and less cart abandonment. First, you need to identify keywords that are relevant to your business and that prospective
customers are likely to use when searching for your products and services. One way to accomplish
11. Online Public Relations this is by using WordStream’s Free Keyword Tool.
Online PR is an umbrella term for the various strategies and channels businesses use to build Simply enter a keyword that’s relevant to your business or service, and see related keyword
awareness and engage with consumers online. Online PR can include identifying and targeting suggestion ideas that can form the basis of various search engine marketing campaigns.
website viewers, studying your industry niche, and searching and communicating with influencers WordStream’s Free Keyword Tool provides you with a range of valuable information, such as
and experts. search volume for each individual keyword in Google and its general competitiveness.
Online PR uses our digital connectedness to easily find, communicate with, and ultimately convert
your target audience. 3.Keywords and Account Structure
Another crucial aspect of keywords that is essential for the success of a search engine marketing
12. Influencer Marketing campaign is account structure.
Influencer marketing is like affiliate marketing; a company collaborates with influencers to gain Logical keyword grouping and account structure can help you achieve higher click-through rates,
access to their unique following. Companies do things like send care packages to influencers in lower costs-per-click, and generally stronger overall performance, and keyword research can help
relevant spaces. For example, a skincare company gifts products to a beauty blogger for them to you think about how to best structure your account.
review so their followers can find out about the brand. Google Ads and Bing Ads accounts should be structured in the following way for optimal results:

3.Search Engine Marketing

Search engine marketing is the practice of marketing a business using paid advertisements that
appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of
services such as Google and Bing might enter when looking for certain products or services, which
gives the advertiser the opportunity for their ads to appear alongside results for those search
queries.
These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are
small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping
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 4.EPR
Online Public Relations (E-PR, Digital PR) refers to the use of the internet to communicate with
both potential and current customers in the public realm. It functions as the web relationship
influence among the cyber citizens and it aims to make desirable comments about an organization,
its products and services, news viewed by its target audiences and lessen its undesirable comments
to a large degree.[1] Online public relations shows differences from traditional public relations.
One of these is associated with its platforms. Compared with traditional public relations channels
(such as TV, radio and printed press), the network systems used for online public relations vary
from search to social platforms.[citation needed] In the era of digital marketing, the major online public
relations tools for the public relations professionals and marketers such as content
marketing, search engine optimization are the results of mixture of digital technologies and public
relations. Those approaches have become the mainstream digital marketing machines and learning
to take advantage of these marketing tools is an essential part of modern public relations strategies.

1.What is the goal of EPR?

The aim is to have a lasting positive impact on the external image of a company or brand. In
addition, some partial objectives can be defined:
1. acquisition and retention of new customers
2. communication of information
3. increase of attention
4. creating a high cost-benefit ratio
5. improving (online-) reputation
6. measuring and controlling success
7. achieving a high degree of actuality

2.How does Online-PR work?

As you can see in the figure above, a perfect Google Ads account structure is comprised of five We realign brands, reposition products and bring companies into the spotlight. But how do we do
distinct elements: it? With the right stories and the right press releases, we reach the desired target group for online
• Ad campaigns PR. We also develop strategies that bring you and your target group together and send them on a
• Ad groups journey to your product. In the social media sector, we combine the rules of the web with your
• Keywords goals in terms of search engine optimization (SEO), marketing and much more. We
• Ad text take monitoring to the next level and bring the status quo of your brand to a common denominator.
• Landing pages In addition, we recruit influencers from a wide variety of industries, whether large or small, global
or local. Always the right tool for a unique positioning of your brand!
Ad campaigns can, and should in many cases, focus on similar products or services. For example,
if you run a hardware store, one ad campaign could focus exclusively on autumnal products such 3. Common types of EPR:
as leaf blowers, rakes, and leaf bags, whereas another might focus on power tools and so on. • Unlinked Mentions. Mentions of your company name that do not provide a link back to
Ad groups allow for each campaign to be further subcategorized for relevance. In our hardware your website.
store example, one ad group could be for different types of rakes or varying models of leaf blowers. • Guest Posts. Writing and publishing an article on someone else’s website.
For the power tools campaign, one ad group might focus on power drills, while another could focus • Directory Inclusions. Adding your company website to a directory that lists other
on circular saws. This level of organization might take slightly longer to set up initially, but the similar companies.
rewards – namely higher CTRs at lower cost – make this effort worthwhile in the long run. • Press Releases. Sharing newsworthy announcements to secure press features.
• Influencer Marketing. Gaining mentions on influential social media user accounts.

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4.Cornerstones of an EPR strategy: 1.How Does Affiliate Marketing Work?
• Target anchor text. Anchor text is the clickable word or words that are linking from an Because affiliate marketing works by spreading the responsibilities of product marketing and
external website to a page on your website. Target anchor text is how you would ideally creation across parties, it leverages the abilities of a variety of individuals for a more effective
like external websites to link to your pages. For example, linking “Technical SEO” would marketing strategy while providing contributors with a share of the profit. To make this work,
be more effective than “click here.” three different parties must be involved:
• Target URLs. Target URLs are the web pages you will be promoting in a strategy. These 1. Seller and product creators.
are the web pages you would ideally like to drive more traffic to through organic search. 2. The affiliate or advertiser.
• Media list. These include the bloggers, journalists, and influencers you will be pitching 3. The consumer.
to. Let’s delve into the complex relationship these three parties share to ensure affiliate marketing is
• Pitch. This is a templated script that teams can share with relevant bloggers, journalists, a success:
and influencers. It is important that each pitch is tailored to the specific outlet and
includes a Call To Action (CTA). 1.Seller and product creators.
• Content ideas. These are article topics that would be received favorably by external The seller, whether a solo entrepreneur or large enterprise, is a vendor, merchant, product creator
websites. The content ideas should also be able to be authored by a company. or retailer with a product to market. The product can be a physical object, like household goods,
or a service, like makeup tutorials.
5. EPR Tools Also known as the brand, the seller does not need to be actively involved in the marketing, but
The Marketing Technology space has several thousand tools. We’ve narrowed the list of tools they may also be the advertiser and profit from the revenue sharing associated with affiliate
down to just a few to help with a campaign. marketing.
Here are common EPR tools: For example, the seller could be an ecommerce merchant that started a dropshipping business and
• Google Analytics. Measures an increase in traffic, as well as conversions for leads and wants to reach a new audience by paying affiliate sites to promote their products. Or the seller
sales. could be a SaaS company that leverages affiliates to help sell their marketing software.
• Google Search Console. Measures an increase in clicks, impressions, and brand
mentions. 2.The affiliate or publisher.
• Ahrefs. SEO tool for measuring Domain Rating, conducting backlink analysis, and Also known as a publisher, the affiliate can be either an individual or a company that markets the
identifying unlinked mentions. seller’s product in an appealing way to potential consumers. In other words, the affiliate promotes
• Majestic. SEO tool that measures the trustworthiness of an external website. the product to persuade consumers that it is valuable or beneficial to them and convince them to
• HARO. Help a Reporter Out (HARO) provides journalists with sources for upcoming purchase the product. If the consumer does end up buying the product, the affiliate receives a
stories. This vibrant community provides sources with daily opportunities to secure portion of the revenue made.
valuable media coverage. Affiliates often have a very specific audience to whom they market, generally adhering to that
• Tineye. A reverse image search tool that identifies where infographics and images appear audience’s interests. This creates a defined niche or personal brand that helps the affiliate attract
online. consumers who will be most likely to act on the promotion.
• BuzzSumo. Discover content ideas, influencers, and how often content is shared on
social platforms. 3.The consumer.
• Gmail. Email platform to message bloggers, journalists, and influencers. Of course, for the affiliate system to work, there needs to be sales — and the consumer or customer
• LinkedIn. Social network to identify contacts. is the one who makes them happen.
The affiliate will market the product/service to consumers through the necessary channel(s),
whether it be social media, a blog or a YouTube video, and if the consumer deems the product as
5. AFFILIATE MARKETING
valuable or beneficial to them, then they can follow the affiliate link and checkout on the
Affiliate marketing is the process by which an affiliate earns a commission for marketing another
merchant's website. If the customer does purchase the item, then the affiliate receives a portion of
person’s or company’s products. The affiliate simply searches for a product they enjoy, then
the revenue made.
promotes that product and earns a piece of the profit from each sale they make. The sales are
However, keep in mind that the customer must be aware that you, the affiliate, are receiving a
tracked via affiliate links from one website to another. Affiliate marketing is a great way to drive
commission off the product.
sales and generate significant online revenue. Extremely beneficial to both brands and affiliate
According to the Federal Trade Commission, an affiliate marketer must clearly and conspicuously
marketers, the new push toward less traditional marketing tactics has certainly paid off.
disclose their relationship to the retailer, thus allowing the consumer to decide how much weight
to give your endorsement.

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A disclaimer such as “The products I’m going to use in this video were given to me by Company Of course, this type of affiliate marketing requires more legwork and time to build credibility, but
X” gives your viewers the information they need and allows them to make an informed decision it will likely result in greater payoffs down the road.
about whether or not to buy the affiliate product. 4.How Do Affiliate Marketers Get Paid?
A quick and inexpensive method of making money without the hassle of actually selling a product,
2.Types of Affiliate Marketing affiliate marketing has an undeniable draw for those looking to increase their income online. But
It’s often unclear whether an affiliate marketer has actually used the product they’re promoting or how does an affiliate get paid after linking the seller to the consumer?
if they’re simply in it for the money — sometimes it may not matter to the customer one way or The answer can get complicated.
the other. The consumer doesn’t always need to buy the product for the affiliate to get a kickback. Depending
But other times, such as with diet services or skincare products, the customer may not trust an on the program, the affiliate’s contribution to the seller’s sales will be measured differently.
affiliate unless they know that he/she has tested and approved the product themselves. The affiliate may get paid in various ways:
In 2009, renowned affiliate marketer Pat Flynn categorized affiliate marketing into three types —
unattached, related and involved — to help differentiate between affiliate marketers who are 1.Pay per sale.
closely tied to a product versus those who are not. This is the standard affiliate marketing structure. In this program, the merchant pays the affiliate a
Here we’ll break down each category to help you decide which route to take. percentage of the sale price of the product after the consumer purchases the product as a result of
affiliate marketing strategies. In other words, the affiliate must actually get the investor to invest
1.Unattached. in the affiliate product before they are compensated.
In the unattached business model, the affiliate marketer has no connection to the product or service
they are promoting. They have no expertise or authority in the niche of the product, nor can they 2.Pay per lead.
make claims about its use. A more complex system, pay per lead affiliate marketing programs compensates the affiliate based
Typically, an unattached affiliate will run PPC (pay-per-click) marketing campaigns, using an on the conversion of leads. The affiliate must persuade the consumer to visit the merchant’s
affiliate link in hopes that shoppers will click it and make a purchase on their own. website and complete the desired action — whether it’s filling out a contact form, signing up for
While unattached affiliate marketing may be attractive due to its lack of commitment, it’s generally a trial of a product, subscribing to a newsletter or downloading software or files.
for those who simply want to generate an income without investing in the product or customer
relationship. 3.Pay per click.
Affiliate marketing is largely about generating traffic to websites and trying to get customers to
2.Related. click and take action. So, the myth that affiliate marketing is all about SEO (search engine
A happy medium between unattached and involved, related affiliate marketing is for those who optimization) is no surprise.
don’t necessarily use the product or service, but who are somehow related to the niche audience. However, while organic traffic is free, SEO simply can’t sustain affiliate marketers in such a
These affiliates often have some sort of influence in the niche and an established following, and saturated market — which is why some affiliate marketers utilize PPC.
can therefore offer some authority. PPC (pay per click) programs focus on incentivizing the affiliate to redirect consumers from their
For example, perhaps you’re promoting a clothing brand you’ve never used before, but you have marketing platform to the merchant’s website. This means the affiliate must engage the consumer
an audience through a fashion blog or YouTube channel. In this case, you would be considered a to the extent that they will move from the affiliate’s site to the merchant’s site. The affiliate is paid
related affiliate marketer. based on the increase in web traffic.
The advantage of this type of affiliate marketing is that the affiliate has the expertise to generate There are two common concepts in PPC:
traffic, however they may risk recommending a bad product or service if they’ve never actually • CPA (cost-per-acquisition): With this model, the affiliate gets paid each time the seller or
used it before, potentially costing them the trust of their audience. retailer acquires a lead, which is when an affiliate link takes the customer to the merchant’s
online store and they take an action, such as subscribing to an email list or filling out a
3.Involved. “Contact Us” form.
As the name suggests, involved affiliate marketing describes those who are closely tied to the • EPC (earnings-per-click): This is the measure for the average earnings per 100 clicks for
product or service they’re promoting. The affiliate has tried the product themselves, trusts that it all affiliates in a retailer’s affiliate program.
will provide a good experience and has the authority to make claims about its use.
Rather than relying on pays per click, involved affiliate marketers use their personal experiences 4.Pay per install.
with the product in their marketing efforts, and customers can trust them as reliable sources of In this payout system, the affiliate gets paid each time they direct a user to the merchant’s website
information. and installs a product, generally a mobile app or software.

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So, if a retailer budgets for a $0.10 bid for each install generated via an affiliate program, and the A 360-degree video campaign allows consumers to discover your product and experience views
campaign results in 1,000 installs, then the retailer will pay ($0.10 x 1,000) = $100. showing all sides and angles, whether it’s a new sneaker or real estate.

6. INTERACTIVE DISPLAY ADVERTISING This type of interactive ad is already popular with consumers, so if it’s a good fit for your brand,
1.MEANING go for it.
Interactive advertising is a media-based marketing technique which encourages consumer 4. Facebook Instant Experience Ads
participation. This form of advertising uses interactive media online (social media, videos, web The Facebook social media platform is one of the best places to entice consumers with interactive
banners) or offline (display windows). ads, allowing you to share highly engaging content through its Instant Experience Ads feature.
The main focus of interactive advertising is to have consumers engage and interact with the ad in
some way and directly or indirectly provide feedback on a campaign. With this type of ad, consumers can complete forms, watch videos, or swipe through a carousel of
The Journal of Interactive Advertising describes interactive advertising as the “paid and unpaid photos.
presentation and promotion of products, services and ideas by an identified sponsor through
mediated means involving mutual action between consumers and producers.” 5. Playable Ads
The objectives of interactive advertising are typically the same as the objectives of traditional One of the most popular interactive ad types today is the playable ad.
advertising.
The consumer clicks or takes another type of directed action to get a sneak preview of an app or
2.TYPES OF INTERACTIVE ADVERTISEMENTS game, allowing them to see before buying.
Key types of interactive ads today include the following.
6. Augmented Reality Ads
1. Interactive Banners New ways to use Augmented Reality (AR) today involve ads, and you can produce these ads
Interactive banners are a type of display ad that attracts the eye of visitors on a web page, search through Snapchat’s Lens Studio, Google’s ARCore, and Apple’s ARKit.
engine results page, social media, or anywhere else placement is advantageous.
Examples of AR ads include viewing how different decor will work in a room or how various
They are a great way to keep the user on the page, ensure instant sign-up, and make the entire shades of lipstick will look on your lips (after you upload a photo of them).
process more convenient, faster, and better.
7. In-Game Advertising
When a consumer clicks on or rolls over one of these types of banners, it can lead to various types Gaming continues to be popular, and brands today need to consider in-game advertising as part of
of content, such as a form, video ad, a quiz or poll, or a playable game. their digital marketing strategy.

For example, Rock Content created a banner for its interactive newsletter. With a simple click, The key to this, however, is to choose wisely which games and which audiences to advertise to,
consumers can quickly and easily add their names to be notified via email the next time the depending upon your brand’s purpose and what you have to offer.
newsletter is published.
8. Interactive Voice Ads
2. Interactive Video Ads One of the newest ways to connect with audiences is through interactive voice ads.
Videos continue to be popular today, and you can now use this to your advantage in interactive
ads. Thanks to the availability of voice-activated devices, these ads utilize human voice, which can be
a highly effective method to encourage interaction.
Interactive video ads are a versatile option, allowing you to put your own unique mark on their
presentation. 9. Interactive Quizzes or Calculators
One of the more useful ways to interact with consumers is by providing interactive quizzes or
You can use them to show product details, showcase a service, or guide viewers to your website interactive calculators.
and purchase pages. You can also include interactive product placement.
Users engage with this content, and you gain new insights into who is interacting and what interests
3. 360-Degree Video Campaigns they hold.

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3.BENEFITS OF INTERACTIVE ADVERTISING • Reveal any potential fees or costs.
There are numerous exciting benefits for utilizing interactive ads in your campaigns. These • State your company name.
include: • Tell the subscriber how many texts they're likely to receive each month.
1.Improve the effectiveness and performance of your advertising efforts.
2.Create and expand brand awareness. 2.What's an opt-in text message?
3.Increase brand interaction. Simply put, an opt-in text message is a permission-based SMS campaign where subscribers
4.Differentiate from your competitors and stand out. express written consent to receive marketing messages from a business.
5.Generate higher-quality leads. For someone to subscribe, they must:
6.Improve brand recall by making a lasting impression on participants. • Be given the choice to subscribe or not
7.Improve marketing and advertising ROI. • Explicitly state that they're opting into the SMS marketing list
8.Boost conversions and sales. • Be informed of how often they'll receive text messages
9.Gain access to customer insights to help refine your approach. For example, "Yes! Please send me special offers and updates." or "Text me with sales!" represent
10.Increase social interaction and social sharing. explicit requests for opt-in texts from a business. An automated response sent via an SMS platform
11.Gain new customers. would also qualify as an opt-in request.
12.Increase customer loyalty.
3.Examples of opt-in text messages
9 of the Best Types of Interactive Ads Here are additional examples of opt-in text messages to consider using:
Interactive content continues to evolve, and using it in your advertisements can make all the • Reply YES to receive updates from [insert your company name]. Reply STOP to cancel.
difference today. • Text "meal plans" to 12345 for more healthy eating information.
Your brand can still be unique thanks to the various types of interactive ads available and the fact • Use "save25" on any purchase this week to save 25%
that new options continue to develop. Always use the double opt-in text message format. Send a text that confirms a customer's interest
in receiving SMS alerts from your company the moment they opt-in to your texting list.
The double opt-in occurs by asking them to reply "YES" or "CONFIRM" to confirm that they do
8. OPT-IN-EMAIL MARKETING AND MOBILE TEXT MESSAGING indeed wish to receive your promotional texts. Once they reply back to you with their confirmation,
Simply put, an opt-in text message is a permission-based SMS campaign where subscribers you can now send a welcome text that provides them with a discount or coupon code.
express written consent to receive marketing messages from a business. For someone to subscribe, Make sure your official welcome text also gives them the option to opt-out by texting back "STOP"
they must: Be given the choice to subscribe or not. to you.
The strategy allows you to connect with your audience via SMS (text) messages. It works by What's an opt-out text message and what does opt-out mean?
sending out an automated, personalized message when someone subscribes to your list. An opt-out text message is the complete opposite of an SMS opt-in message. A subscriber chooses
Opt-in text messaging is an effective way of increasing conversion rates and engagement levels to unsubscribe from any future text messages in the future after opting out of your SMS list.
especially if you're noticing a downturn in how your audience responds to email. Typically, you'll let subscribers opt out by telling them to respond with words like the following:
In this article, you'll learn what opt-in text messaging is and how to get started with it. • QUIT
• STOP
1.What does opt mean in a text message? • UNSUBSCRIBE
Let's start by defining what the word "opt" means so you understand what you're asking your text • END
subscribers to do as they "opt-in" to your list. • CANCEL
The word "opt" means that you're giving permission for something, or choosing from a list of
options. In opt-in text messaging, this refers to the subscriber allowing you to send texts directly 4.Examples of opt-out text messages
to their mobile phone. Here are examples of text marketing opt-out messages you might choose to use:
You must gain each person's permission because it's illegal to text business prospects or customers • To stop receiving messages from us, reply 'END'.
without their agreement to receive that type of follow-up from you. • Text 'STOP' to unsubscribe from our service.
The Telephone Consumer Protection Act (TCPA) provides guidelines to abide by, and in order to • If you want us to remove you from our text message list, please reply with 'QUIT'.
stay within legal boundaries you must do the following: • If you are currently subscribed to our text message list and would like to stop receiving
• Get clear and concise consent from the recipient before sending text messages. messages, please reply with 'CANCEL'. We'll unsubscribe you from our service within 24
• Inform the subscriber that they can easily unsubscribe from your list. hours. Thank you for your participation!

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 They can be intrusive - Pop-up advertisements can be viewed as intrusive and might feel like you
8. INVASIVE MARKETING are shoving them down your customers’ throats. They might not be interested in looking at these
The techniques of targeting and communicating with potential customers using marketing ads when they visit your website. However, they do not have a choice. The users might even think
materials without their consent, such as ‘junk’ or ‘push’ e-mail and telemarketing. of them as intrusive, which could be too distracting. In the long run, this can hurt your website and
1.Features increase the bounce rate.
1. The term Intrusive means invasive or unwelcomed. It is the form of Advertising
that often ends up upsetting the customer Seen as a huge turn-off - If pop-up ads are not integrated correctly with the website design, they
2. Internet users being bombarded with random ad, which is why almost 60% users can drive away the target audience. If they are excessively large and take up the entire page, they
have already installed ad blockers which blocks these intrusive ads to a certain can make users close their browsers and never return to your website. Also, if the exit buttons on
extent. these ads are hidden, it can make your customers feel you are deliberately trying to annoy them.
3. Content on the ads is random and often out of sync with the information on the
webpage due to which it fails to gather to interest of the users. Seen as spammy content - If there are multiple pop-up ads across your website, it can be viewed
4. Most part of the revenue spent on these campaigns fails to generate good returns. as spammy. The reputation of your company will be impacted.
This is primarily due to poor performance of these campaigns
5. These are generalised ads being pushed out to all the audience available on the web. 9.CAMPAIGN MANAGEMENT USING – FACEBOOK, TWITTER,
6. Advertisers usually focus on serving impressions rather than specific ads to target CORPORATE BLOGS
audience. A social media campaign is a business’s coordinated marketing effort to reinforce information
7. Random ads on websites are the form of intrusive marketing which is often ignored (about a brand, product, or service) using at least one social media platform. These campaigns are
by users strategically focused, have measurable outcomes, and influence social media followers to feel or
act in a certain way.
2.The Pros of Pop-ups 1.Campaign Goals
Enhanced visibility - Visibility is one of the primary reasons why brands include them as part of Social media marketing means using social media platforms like Instagram, Twitter and Facebook
their website design. It is one of the first things visitors notice when visiting a webpage. If used to promote your brand and sell your product or service.
correctly, they can grab the attention of the visitors. However, you must be careful when using If your business comes out with a new item and you plan to promote the launch on social media,
them because there’s a thin line between pop-ups being used as bait. Compared to banners, pop- that’s social media marketing. If you interact with your customers via comments, that’s social
ups are 50% more effective when grabbing visitors’ attention because they cannot be ignored. media marketing. And if you create engaging content that showcases your brand’s values and
story, that’s social media marketing too.
Room for personalization - Complete customization is possible when pop-ups are used; therefore, This form of marketing requires you to use social media management skills and tools. Just as you
branding is not sacrificed. You can even personalize the user experience by sending them messages prepare other aspects of your marketing strategy, you need to have a plan for your social media
of what they would want to see on your business website. You can also provide them with clickable marketing.
options, so the choice is theirs. Now that we’ve defined social media marketing, let’s walk through how to create a plan. Check
out our video below to watch how you can use the tips in this article to build a strategy in seven
Opportunity to augment traffic conversion - Pop-ups might be a safer bet than banners if you steps.
want to generate opt-in subscribers or clicks. Adding them to your website design can increase 1: Increase brand awareness
followers and get more opt-ins for your product or services. Pop-ups can be used in multiple ways, This means getting your name out there. To create authentic and lasting brand awareness, avoid
from posting announcements to providing users with the latest update or information regarding solely publishing promotional messages. Instead, focus on content that emphasizes your
your brand. personality and values first.

Receive instant feedback from your target audience - Pop-ups can be used to get instant 2: Generate leads and sales
feedback from your target audience. For instance, you can set up a pop-up on the FAQ page of Whether online, in-store or directly through your social profiles, followers don’t make purchases
your website. This will allow your target audience to quickly get in touch with you when they have by accident. Social media gives you an avenue to generate revenue. For example, are you alerting
complaints, concerns, or inquiries. It will ensure you are always available for your target audience. customers about new products and promos? Are you integrating your product catalog into your
social profiles? Are you running exclusive deals for followers?

3.The Cons of Using Pop-ups

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3: Grow your brand’s audience
Bringing new followers into the fold means finding ways to introduce your brand to folks who
haven’t heard of you before.
Growing your audience also means discovering conversations around your business and industry 3.Twitter
that matter the most. Digging through your social channels is nearly impossible Simple and straightforward, Twitter is a solid starting point for most businesses. Requiring
without monitoring or listening for specific keywords, phrases or hashtags. Having a pulse on minimal setup and providing a place to go back and forth with followers directly, there's a reason
these conversations helps you expand your core audience (and reach adjacent audiences) much why Twitter remains the go-to platform for customer service. If you’re trying to master the social
faster. media marketing basics of hashtags, tagging, brand voice and social media etiquette, look no
further.\
4: Boost community engagement
Social media is all about engagement, so it pays to explore new ways to grab the attention of your 4.Instagram
current followers. At its core, Instagram is a network centered around visual content. A major hub for brick-and-
Sprout Social’s 2022 Index™ report shows consumers want to see content that highlights a brand’s mortar businesses, e-commerce shops and influencers alike, the platform encourages brands to get
products, services and personality, and customer testimonials. creative. From eye-popping photos to clever captions, it’s all about finding unique ways to show
This means companies need to experiment with messaging and content. For example, does your off what you’re selling.
brand promote user-generated content and hashtags?
Even something as simple as asking a question can increase your engagement rate. Your customers 5.LinkedIn
can be your best cheerleaders, but only if you’re giving them a reason to do so. LinkedIn is a network laser-focused on business trends and networking. It's a goldmine, especially
for anyone networking in the B2B space. Looking to get in touch with an influencer, marketing
5: Drive traffic to your site manager or CEO? Chances are you can find them here.
Simple enough. If you’re laser-focused on generating leads or traffic to your website, social media
can make it happen. Whether through promotional posts or social ads, keeping an eye on 6.Pinterest
conversions and URL clicks can help you better determine your ROI from social media. This visual pinning platform is insanely popular with Millennials and is noted to be one of the best
Any combination of these goals is fair game and can help you better understand which networks networks for social selling. Like Instagram, Pinterest thrives on imagery and inspirational content
to tackle, too. When in doubt, keep your social media marketing strategy simple rather than where products serve as the proverbial centerpiece.
complicating it with too many objectives that might distract you. Pick one or two and rally your
team around them. 7.YouTube
Although some might not regard YouTube as a traditional social network, the platform’s active
and engaged community speaks for itself. Considering that video represents the top-performing
type of content across nearly every social network, YouTube is a great place to house your videos
6.Research your target audience and select your networks if you’re already producing them.
Much of what you need to know about your audience to influence your social media marketing
strategy is already available. You just have to know where to look. 8.How to Create a Social Media Marketing Campaign
With the right tool, marketers can quickly research their audience. No formal market research or 1. Research Your Competition
data science chops necessary. In the planning stages of your social media marketing campaign, consider your competition.
• Which companies are similar to yours and already have successful social media accounts?
2.Facebook • Which companies have campaigns that you know did well?
Facebook is a must-have for brick-and-mortar businesses looking to target local customers. • Do the companies you are reviewing typically conduct giveaways, contests, or live videos?
Allowing for check-ins and reviews, it’s a prime place to grow a dedicated local following. Plus, • What is engagement like on their social posts?
they have an incredible chatbot functionality that can take your customer service and marketing By taking a step back and asking yourself these questions, you’ll start to understand what’s
campaigns to the next level. working well in your industry. You will also be able to determine how you can make your
The platform’s recent algorithm change has made it difficult for some businesses to grow their campaign unique.
Pages and stay in touch with fans consistently. That said, Facebook’s ad platform is the gold 2. Craft Your Strategy
standard for social media ads because it can help businesses cut through the noise and algorithm Next, craft your campaign strategy. To determine your campaign goal, consider your target
changes. audience.

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 Appeal to your target audience. • It helps a business set clear consumer targets based on age, gender, occupation, interests,
• Who are you trying to reach? hobbies, or other criteria.
• How would you classify your target audience? 7. Trackable Results
• What are you hoping this campaign will achieve for your company and your audience? • Firms can analyze the effectiveness of marketing strategies and voluntarily work on
• How can you create continued engagement with your followers throughout your campaign? necessary changes.
Ensuring your content and messaging appeals to your target audience should always be your top • They also use digital marketing reports, the official documentation of marketing channel
priority. Remember this important rule throughout your social media marketing campaign. Don’t results after a certain period.
lose sight of who you are trying to connect with and why. 8. Greater Benefits For The Company
Otherwise, your audience will likely scroll right by your social posts or lose interest in your • As the internet is now the most preferential place for turning leads into customers, hence,
campaign in a matter of seconds. companies can majorly benefit by implementing such strategies.
• Popular studies also show that digital marketing fetches a better return on investment than
3. Promote Your Content traditional methods.
Now it’s time to start sharing your campaign and promoting your content. Consider the following
techniques on how to promote and share your content. 11.DISADVANTAGES OF DIGITAL MARKETING CHANNELS
1. Cyber Security and Privacy Issues
10.ADVANTAGES OF DIGITAL MEDIA CHANNELS • As cybercrime is one of the most significant setbacks of advancement in technology, so,
1. Cost-Effective companies must implement safe marketing operations independent of hacking.
• Digital advertising mediums, such as SEO, PPC, etc., are comparatively cheaper than • The most basic way of hacking is via email, especially emails void of any encrypting to
conventional ones. avoid breaches.
• Social media marketing is the most affordable and fastest way to market brand products. 2. Accessibility Challenge
2. Effective Global and Local Reach • Although digital marketing methods provide global and local reach, there are still people
• It can reach the target audience internationally, unlike traditional methods that can be who don’t have access to the internet.
restrictive. • Roughly 66% of the world’s population uses the internet, so one-third of the world can be
• It also helps with local visibility, primarily when the market depends on the local targeted through traditional marketing.
reputation. 3. Reliance on the Latest Technology
3. Quick Branding on a Bigger Scale • Utilizing the latest devices and software can be a large investment and also not feasible for
• Directing personalized campaigns on sites that the audience visits most can help build a small businesses.
worldwide brand. • Companies using new features can miss an unaware customer base or need to be better-
• It also provides various approaches for a brand to become more trustable, reliable, and versed in recent technologies. For example, businesses that use mobile applications cannot
favorable. reach people with no smartphones.
4. Best Way to Present Brand’s Expertise 4. Minor Issues; Major Setback
• It enables the use of multiple strategies to convey the same message, i.e., which makes a • If a company website goes through slow page loading, poor user interface, and other
brand stands out from others. technical setbacks, therefore, the audience is likely to go to the competitors.
• It allows digital marketers to present a brand’s expertise through images, videos, texts, and • Hence, a shift in brand choice occurs rapidly among consumers and on a large scale.
anything in the line of content. 5. Global Competition
5. Establishes Sales Funnel • Availing global reach through digital marketing introduces challenges, like international
• It establishes an online sales funnel that traces the journey of the target audience from being competition.
an online visitor to a regular customer. • Companies that fail to stand out or attract considerable attention fade out of the
• It helps modify customer sales experience and individual branding campaigns accordingly competition. As a result, they must continually apply relevant methods.
for better probability and favorable outcomes. 6. Confronting Negative Feedback
6. Enables Personalization and Accurate Targeting • The accessibility to feedback on marketing efforts brings brands to the receiving end of
• It pays more attention to individual customer experience than traditional marketing. For brutally honest criticism.
instance, the latest artificial intelligence helps resolve basic to advanced queries • It can come from a brand’s poor reputation and reach. Therefore, it can sometimes tamper
immediately. with employee mental health and productivity.
7. Anti-Brand Activities
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 • As the brand grows, it is open to malicious intentions that lower its reputation. • use of human interface technologies;
• For example, individuals/groups may post false, poor reviews of the products on various • open and shared world through decentralization; and
platforms. • fully functioning economy with digital currency, NFTs or cryptocurrency.
8. Likelihood of Strategies Theft There is no clear definition of metaverse as it’s still in its nascent stages. It can be best described
• As the global public uses the internet, a company’s competitors can also copy their as an immersive virtual experience for users represented by avatars to interact and purchase
innovative marketing techniques. products online.
• It can help them acquire similar results. Therefore, firms must continually push themselves
for new ideas to stay in the lead. 3.Elements of metaverse marketing
According to metaverse expert Matthew Ball, some common elements of the metaverse include:
Digital Marketing Advantages and Disadvantages • Metaverse never ends and continues indefinitely
Advantages Disadvantages • Exists consistently in real-time
Cost-effective in terms of advertising and other Requires investment to keep up with the latest • Enables people to have a virtual identity, presence, and individual agency
campaigns software and devices to operate successfully • Allows users to create, own, invest and sell in a fully functioning universe
Effective global reach maximizing target Global reach invites global competition that • Spans the physical and virtual worlds
audience levels up faster than expected • Offers interoperability of data, items, and content between platforms
Better local reach in proximity Accessibility challenge due to internet non- • Allows contributors to create content and experience
users
Quick Branding on a Bigger Scale Invites anti-brand activities to demote your 4.Effective methods of metaverse marketing
brand name the second you get bigger Here are some ways marketers can work in the metaverse to reach their audience:
Establishes sales funnel to track consumer Cyber-security and privacy issues deteriorate • Make collectibles available. People enjoy collecting items, and there is a new opportunity to
behavior and hence enables personalization for the effectiveness of marketing campaigns create another collection in the metaverse. Digital collectibles can also be traded with other
better customer experience users. Nike, for example, is creating NFTs for digital products, which are unique and secured
Digital marketing strategies reach the target Successful digital marketing strategies require with blockchain technology to prove ownership.
audience more accurately than traditional means resolving the minutest setbacks to reach the • Engage with existing communities. Businesses shouldn't show up to an existing community
target audience and push marketing on its members. Instead, consider the style of the current platform. Interact
Trackable results for feedback and quick Feedback exposes negative reviews, which with current members to create user-generated content -- such as videos, text, images and audio
resolution of marketing problems become evident from poor brand reputation -- and they can help execute a business's campaign naturally.
It brings greater profits to the company than Digital marketing strategies are open to • Use native advertising. As people explore the metaverse, there will be opportunities for native
using traditional marketing methods. competitors’ use and also copied to reap the advertising such as billboards on a virtual street or product placement. There are also
same proportion of profits. sponsorship opportunities for events within the metaverse. Coca-Cola and Samsung have
virtual billboards in video games such as Football Manager. Moreover, rapper and recording
artist Nas hyped his new album through in-game audio ads during racing games and Fortnite.
12.METAVERSE MARKETING
• Create a specific metaverse platform. This is the most expensive and biggest way to invest
1.Meaning
in the metaverse. Businesses can create a game or a world specific to a company's product or
The metaverse is a 3D, immersive digital world where people interact with one another on multiple
service; however, this full experience may take time and research and a significant investment
platforms. To make this experience immersive, augmented reality and virtual reality are used. The
to find the best fit with the target audience. For example, Shopify launched its new AR/3D
metaverse mimics the real world, and people can use avatars to interact with others and purchase
shopping experience for businesses to create virtual versions of their products, and is also
virtual goods. People "live" in the metaverse.
working on its own NFT marketplace.
An example of the metaverse is in the video game Roblox. In this virtual reality game, players
• Allow customers to try products. Using virtual and augmented reality, companies can see a
attend events, interact with other users and purchase digital merchandise in real time.
3D version product before buying it. Car companies, such as Porsche and Hyundai, have
2.Key characteristics of the metaverse
created virtual viewing rooms and events to get a virtual tour of the car. Companies can do the
Because the metaverse is virtual, it is continuously active. Other key factors of the metaverse
same with a variety of items, so customers do not have to leave their homes to try a new
include the following:
product, such as using augmented reality to see furniture in their home or trying on clothing.
• user-generated content;
• Design interactive live events. Many events went virtual when the pandemic hit, but the
• fully functional and self-contained;
metaverse can take them to a new level. These kinds of events are interactive with 3D options.
• virtual and individual identities or agencies;
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 Remote employees will also be physically present in the metaverse with others to feel less As more industries adopt VR as a standard, there will be an increasing demand for 3D models
alienated. The metaverse can be more cost effective and flexible, enabling collaboration and that can be used to create these immersive environments.
interaction with one another. This is done by visualizing and solving problems in 3D instead
of facing 2D limitations of virtual meetings today.

5.Metaverse Marketing Strategies

1. Keep Up with the Metaverse

If you want to take part in metaverse for marketing, you should learn about everything you
may need. At this point, let's add two things to your vocab: Centralized and Decentralized
worlds.
For instance, say you are using a social media platform like Facebook or Youtube. It means
you are using a centralized system - in which central authority is in control of the data.
2. Create Brand Awareness Using Non-Fungible Tokens
Tokens refer to the data stored on the blockchain ledger. Consumers will engage with brands
and each other in the metaverse, so it is essential to understand tokens.
There are two types of tokens: Fungible and Non-fungible.
Fungible means something that can be exchanged for another item of the same kind.
3. Use the Power of Augmented Reality for Marketing
Augmented reality (AR) is, basically, an interactive experience of a real-world environment in
which real-world objects are enhanced by computer-generated perceptual information
4. Utilize Metaverse Gaming for Your Marketing Goals
Including metaverse games in your marketing strategy is a fun and unique way to attract
attention and become organically visible.
5. Create a Walk-In Store in Metaverse
How convenient would it be to walk into a store, look around and try things in the comfort of
your own home? Well, that’s one way to benefit from metaverse for your marketing goals.
Thanks to virtual reality (VR), users can interact with environments and objects without
physically being present in the same place. It is a completely immersive experience which
makes it so cool and handy.
6. Live Events in Metaverse Universe
Metaverse events remove the boundaries of physical place which means anyone from
anywhere can join an event with no number limit.
Plus, due to the pandemic, many venues cannot function at full capacity. That’s why virtual
events have endless opportunities to reach a larger audience anywhere in the world.
7. Make Use of Brand Avatars
Avatars are the virtual representation of a person. You can adjust even the little details like
eye color, body, nose or lips form. Snapchat made us familiar with avatars firstly. Now avatars
are in the metaverse.
Huge brands like Gucci and Nike are making use of avatars already. Gucci, for example,
collaborated with the famous singer Miley Cyrus to promote their new fragrance.
8. Create 3D Models
3D models are fundamental to create immersive content.
With the rise of VR, 3D models have become an essential tool for creating rich interactive
experiences.

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 UNIT-4 And as a skilled orator quickly wins over his audience, so does a well-planned e-Commerce
platform convince the online buyer. Not only does it make communication seamless, but it also
ONLINE CONSUMER BEHAVIOR speaks well of your company. Top-notch functionality assures the consumer their purchases
are in good hands.
1. MEANING
3. The Customer Experience is Key
At the core of every shopping experience lies a customer’s level of satisfaction. 43% of US online
Online consumer behavior is the process of how consumers make decisions to purchase products
adults shop with brands that prioritize convenience. They also opt for products that enhance speed
in ecommerce.
and ease, while reducing effort.
Online customer service should be quick and reliable. While this is still within the basic work
The behaviors themselves — such as identifying a problem or deciding to make a purchase — are ethics expected of every physical business establishment, it’s more important for online
based on ever-evolving expectations and needs. And while needs look different for every shopper, businesses. You must always find ways to improve customer experience.
the new expectations that currently drive online consumer behavior are entrenched in
commonality. 4. Consumers Want Value for Money
In 2021, customers want to know they are paying for a product or service that is well worth the
Expectations like product availability, delivery transparency, affordable shipping, and more price. Trends in recent post-pandemic times have shown that consumers tend to focus less on
recently, a convenient buying journey all affect how consumers make decisions to buy items online quantity and more on quality.
(and whether or not they’ll remain loyal customers once they’ve made a purchase). It is therefore imperative to convince the buyer the virtual service rendered or product offered is
worth every penny of its price.
2.FACTORS OF ONLINE CUSTOMER BEHAVIOR Many consumers are willing to try a new product if it comes at a lower price. However, they won’t
if the product comes at a lower quality.
The first elements to identify are factors that motivate customers to buy products or services online.
They are divided into two categories − external factors and internal factors. 5. Social Marketing is Important for Online Commerce
• The External Factors are the ones beyond the control of the customers. They can divide Getting your business out there may seem easy in this day and age, but it is also very easy to go
into five sectors namely demographic, socio-economic, technology and public policy; about it the wrong way. A proper marketing strategy with set goals is important.
culture; sub- culture; reference groups; and marketing. Perhaps more important is defining how you would like to be introduced to your audience. This
• Internal Factors are the personal traits or behaviors which include attitudes, learning, goes a long way in securing future customers. Instead of being everywhere with little impact at all,
perception, motivation, self image. learn how to come up with meaningful marketing objectives.
• The Functional Motives is related to the consumer needs and include things like time,
convenience of shopping online, price, the environment of shopping place, selection of 6. Customers Want an Omnichannel Experience
products etc. As lockdown restrictions are gradually eased, many online consumers are torn between returning
• The Non-Functional Motives related to the culture or social values like the brand of the to normal physical activities and staying at home for health reasons.
store or product. For this reason, they are more comfortable shopping from online sources. But they also want online
stores that also have physical locations they can visit, should they decide to take the bold step. This
1. Page Aesthetics is Important to Online Consumers is what the omnichannel experience is all about.
When shopping online, the first contact between a potential customer and an online seller
is the business’ website. This first impression, for many customers, can make or break 7. Consumers Value Trust and Loyalty
the entire shopping experience. Authenticity, clear labeling, and transparent origin of product source can influence consumer
Your page should have the ability to pull its viewer in without distracting them from the purchasing behavior. These three factors help to foster a customer’s trust in a brand. And, brand
content it hold trust is super important.
According to the Edelman Trust Barometer 2019 Special Report, 81% of correspondents who
2. Consumers Always Go for Easier Operation and Functionality participated in a survey reported brand trust as a top five consideration for purchase decisions.
Providing ease of use is key to overcoming the setbacks of online transactions. Ease of operation
is the digital equivalent of fluency of speech in physical commerce.
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8. Consistency Will Get You on the Side of Online Consumers 1. The Power Distance Index
An analysis of consumer habits shows they are more likely to patronize a business page if it feels How is power distributed in a culture? The Power Distance Index is the degree to which people
familiar. It may seem like your page is getting little traffic right now, but Rome wasn’t built in a accept and expect inequality in a society. Cultures that score low on this dimension will seek to
pandemic. reduce the level of inequality and expect justification for where it does exist.
To create a brand that withstands the test of time, it is important to be consistent and to carry
your audience along. 2. Individualism versus collectivism
Is a person’s self-image defined by “I” or “we”? In Western cultures, we tend to focus on the needs
3.CULTURAL IMPLICATIONS OF KEY WEBSITE CHARACTERISTICS and wants of the individual. Conversely, Eastern cultures place the needs of the collective ahead
Culture has a deep and pervasive influence on how people perceive and react to web content. For of individual.
global brands it is important to consider how culture influences website design because they attract
visitors from many different countries and cultures. They need to understand how people from 3. Masculinity
different cultures interpret, and respond to such variants as colour, language, images and Does a culture have a preference for achievement, heroism, assertiveness and material rewards? If
technology to be able to serve optimal content. so, to what degree? In this context, femininity translates to collaboration, modesty, caring and
Design does not evolve in a cultural vacuum. For example, McDonald’s has a separate website quality of life.
and uses different colours for every country they operate in. They do not attempt to have a
consistent brand design and website for consistency’s sake. They appreciate that culture influences 4. Uncertainty Avoidance
website design because culture affects how people respond to different design and How comfortable does a society feel with uncertainty and ambiguity? A high score indicates a
communications. society that has formal rules and policies and are often intolerant of unorthodox behaviour
and ideas. They also like to plan for every eventuality and are more concerned about product
A Framework for Understanding Design and culture: specifications than societies that score lower on this dimension.
Professor Geert Hofstede conducted probably the most comprehensive study of how
cultural values vary by country between 1967 and 1973. Whilst working for IBM he analysed data 5. Long Term Orientation
from over 70 countries. He has since used studies, such as the World Values Survey, to validate This describes a culture’s time orientation – long-term vs short term. Scoring low means a culture
and refine his cultural dimensions theory. This identifies 6 cultural dimensions that can be used to favours long-standing norms and is suspicious of societal change. Cultures that score high are
explain observed differences between cultures. This can be used to help align design and culture pragmatic and take a long-term view of business.
to avoid mistakes when creating an experience for a specific culture.
Hofstede’s 6 Cultural Dimensions: 6. Indulgence versus Restraint
Does a culture restrain or indulge in fun and instant gratification? A high score means a culture
encourages instant gratification and enjoying life and having fun. Low scores reflect strict social
norms which suppress indulgent behaviour.

7.Colours of our culture:

Colours have different meaning according to where you are in the world (nope, there’s not a colour
that converts best). Yet many organisations insist on consistent brand colours across different
markets. It could be that you’re losing conversions by not accounting for cultural variations in the
associations of colours in different countries .
Brands that align design and culture are normally more successful because their websites and apps
are designed according to local cultural preferences rather than trying to impose the cultural norms
and traditions of the brand’s home country.

8.Fonts and Font Sizes:

Fonts often have visceral connotations behind them, and they often vary culture-to-culture. For
example in the United States people relate Helvetica with the US Government and the IRS because
it is commonly used on tax forms. This again demonstrates how design and culture can heavily
influence how visitors view something as simple as a font.

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Another example is how logographic language cultures use smaller, tightly packed text, confusing cultural indicators to see if you can identify key cultural drivers to their behaviour. Alternatively
American readers. That’s because the language itself (e.g. Japanese) communicates a lot of try A/B testing personalisation based upon cultural differences to see what impact this has on your
information in just a few characters. Further, as Japanese doesn’t have italics or capital letters it is KPIs.
more difficult to create a clear visual hierarchy to organise information. So web designers often
use decoration or graphic text to create emphasis where required. 6. Multiculturalism:
Due to the increasing influence and spread of cultural preferences across the globe there are likely
Design and Culture Implications for Optimisation: to be opportunities to segment by cultural indicators even in your home country. There are strong
Websites that use identical content and colours across all countries and cultures are at a major cultural and racial indicators, such as customer names, that you can utilise to segment your
disadvantage because of the impact diversity of values, norms and other differences have on how customers by and test the performance of targeted content.
we interpret the world. Here are the key takeaways for optimising a global website by aligning Given the complexity of the human psyche and the pervasive power of cultural influences on our
design and culture: behaviour it is dangerous to assume anything when trying to improve website performance. Make
1. Research competitors: A/B and multivariate testing your friend and guide in the multicultural jungle.
To obtain a feel for whether your website is out of sync with the local culture conduct a
competitor review of sites in the country concerned. This will give you the opportunity to look for 4.DYNAMICS OF ONLINE CONSUMER VISIT
similarities across your competitors’ websites that may indicate areas for A/B testing. 1: Using web analytics (to track where your visitors came from, and which links they clicked
on)
2. Focus on colours and words: Web analytics software gives you details about the visitors to your website—where they came
There is sometimes a tendency to focus on purely transactional matters (e.g. payment methods) from, and which links they clicked on once they arrived.
when adapting websites for an international audience. This is a mistake and I would recommend
paying attention to your website colours and the language you use to ensure the site conforms to 2: Capturing easy-to-interpret click-maps (to see exactly where visitors clicked—even if it
local preferences. wasn’t on a link)
Whereas web analytics software tells you what links your visitors click on, click-mapping software
3. Use qualitative research to get a local perspective: shows you which parts of your pages your visitors click on. There’s a subtle difference: click-
In addition, use local contacts, such as colleagues and suppliers to obtain feedback on your site in mapping software shows you clicks even if they weren’t on a link.
different countries. I’m surprised how often I come across websites and apps where it is obvious
that a key page or journey has not had input from someone in the targeted country. Don’t fall into 3: Using session-recording tools (to see videos of visitors’ screens and more)
this trap as it is dangerous to rely solely on website experts who are not embedded in local culture. Web analytics software is concerned mostly with the movement of visitors between pages.
Session-recording tools can be a great complement, revealing what visitors did on each page, by
4. Consider cultural dimensions and context: capturing each visitor’s keystrokes and mouse movement.
Utilise the country comparison tool to understand the cultural dimensions of your audience and
how contextualised your website needs to be. The more your website can reflect local 4: Using form-analytics software (to identify which of your form fields are causing trouble)
cultural preferences the more likely your visitors will happily engage and interact with your Form-analytics software allows you to study how people are interacting with your forms. The
content. However, use testing to ensure you validate your hypothesis as there needs to be a return software is extremely important, because visitors who interact with forms are very likely to
on investment as otherwise you may be better spending your money elsewhere. convert. By finding out why they bail, you can unlock great profits.

4. Serve targeted content: 5: Using live chat (to let your visitors tell you what’s wrong with your pages)
A/B testing is also ideal for evaluating the use of dynamic content to target images and messages Live chat can allow you to hear from visitors who wouldn’t phone you. Such visitors might prefer
that are responsive to how different cultures see the world. This allows you to increase conversions live chat for some of the following reasons:
by using geo-targeting (i.e. based upon country IP address) or other cultural indicators and let • They are in a public place (or at work) and don’t want to be heard.
the data guide your website design. Both of these Hertz websites are on the same domain and root • They appreciate that, unlike phone calls, live chat doesn’t cost money.
directory (Hertz.com), but have different languages, visuals and appropriate text. • They don’t want to be stuck at the end of a phone waiting for someone to answer.
• They feel that a live chat session is less of a commitment than a phone call.
5. Analyse customer behaviour: Live chat can reveal the following:
Cultural targeting has perhaps the greatest potential for your existing customers where you can 1. Which pages are giving people problems.
track and analyse their behaviour over time. Use your customer database to analyse behaviour by 2. Which products people are asking questions about.
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 3. What visitors’ main questions, concerns, and objections are. If people can't find it, they can't buy it. Porter advises keeping sites "crisp, clean, and easy to
4. Which of your answers, reassurances, and counter-objections persuade visitors to navigate," but also for site owners to study traffic and usage patterns to adjust their sites based
take further action. on what visitors are coming for. "The ability to search a site is very important," he says.
"Businesses should study their search data to see if there are trends and what to make front and
6: Using cobrowsing (so your visitors can share their screens with you) center."
Cobrowsing software allows your visitors to share their screens with a customer support person.
Cobrowsing tends to be particularly useful when you struggle to work out what your visitors are 6.Clear guidance on your processes
seeing—for example, if the visitor is looking at a dynamically generated page, like a page of search Let customers know, step-by-step, important things such as how to order--and where to go and
results or an interface in a web app. what to do should something happen out of the ordinary. Customers also want to know your
Cobrowsing allows you to help your customers—as illustrated metaphorically in this creepy image shipping costs and procedures and how they can get status reports. (Don't list your shipping
from Surfly. costs and procedures after people enter their credit card information, Cutler urges.) Last but
not least, customers want to know how you handle complaints and problems, return procedures
How your business is unique and whether you have a money-back guarantee.
Answer the question "Who are you?" as interestingly and compellingly (and honestly) as possible.
This includes writing management bios that mention your expertise, years of experience and any Your processes can be described in a FAQ (frequently asked questions) page or separate "how
unique attributes or details that may set you apart from others. to order," shipping and/or confirmation pages. Include a way customers can contact your
You need to answer, Bredin says, "What is unique about your business? Why should I buy from business or fulfillment agency for more information.
you?" This is missing from many business sites because the owners haven't done the strategic
thinking necessary to figure that out, she says. 7.An ability to give feedback
Be concise, too, Cutler adds. "You don't need to write a novel." Encourage feedback about your products and services, your ordering process and your site in
general, by providing a feedback mechanism--either feedback forms or e-mail links. Not every
1.A clear sense of what your company offers small business prefers to offer this, in some cases because of resource constraints. "You
"It's incredible how many sites you visit and you're not sure what the company offers," Bredin definitely want to look at how and what feedback to gather, and you should consider offering
says. Make it a priority on your home page to provide at least general information about your an incentive or perk [to the customer]," Porter says. "You might get some good stories to
products and/or services, with links to specifics on a Products page. feature on your site or in your blog."

2.Contact information, including a phone number and physical location 8.Clear calls to action
This may seem like a no-brainer, but many companies are purposely vague about their location. Customers want signs or buttons in order to act, be it "Buy now" or "Sign up for our newsletter"
Some prefer to do all of their business online and see no need to publish an address or phone or "Click here for more information." But many small-business sites don't provide calls to
number. Others are home-based or they worry that giving a street address or hometown will action or they don't present them clearly enough, Cutler says. "This is one of the biggest things
somehow hinder them. that nags me," she says. "If you have a captive audience, this is the time to grab them!"

3.Third-party validation 9.Special offers and personalization

This means customer testimonials, client lists, case studies, awards and recognition you've By personalizing a sale with a special offer, incentive or coupon, small businesses can gain an
received, positive news clippings and the like. Potential customers indeed want to know who you edge on their bigger counterparts, Porter says. "This can be as simple as a hand-written thank-
do business with, and what current customers have to say about their experiences. Such items you note, free gift wrap services or a special offer for repeat business.
"forge the underpinnings of trust," Porter says.
"Having a personalized touch," he says, "is something small businesses can do that many big
4.Secure Socket Layer (SSL) businesses can't."
SSL is an encryption system that helps protect the privacy of data exchanged between a customer
and a website. If you have an e-commerce site that takes credit card information, customers want
to know that their sensitive data is encrypted. Get SSL if you don't have it. If you do, let customers
know that and about any other safeguards you proactively take.
5.Ease of use and navigation

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5.MODELS OF WEBSITE VISITS Social media ads (for example, Facebook Ads or TikTok Ads) can effectively attract visitors to
1. Organic Traffic your site and give you statistics on how users behave when they arrive there. Social ad platforms
Organic traffic is the number of visitors who enter a website after doing a search on Google also provide you with a lot of data about your campaigns, like information about demographic
or other search engines and clicking one of the links on the results page. and user interests.
This type of web traffic can account for a very significant percentage of visits in the long run.
To get more organic traffic, it is necessary to apply search engine optimization 7. Paid Search
(SEO) techniques. This category would include users who come to your website after clicking on an ad
It is often said that organic traffic is free, but this is not entirely true. Although you are not from Google Ads or other PPC platforms.
paying directly for each click, optimizing your website for SEO involves an initial investment Remember that these platforms incorporate different types of ads and locations. For example,
of time and resources as well as some maintenance. with Google Ads you can place an ad in search results, launch a campaign on YouTube, or place
banners on third-party sites, among others. In order to properly evaluate the results, you will
2. Direct Traffic have to distinguish between different types of campaigns.
Direct traffic includes visitors from several different origins: Search engine ads are a very effective way of getting short-term traffic and an excellent
• People who have directly typed the URL of your website into their search bar. complement to organic positioning or SEO strategies. To optimize results, pay close attention
• People who have saved your website's URL in their favorites and have arrived through it. to keywords and location targeting.
• People who have clicked on a link in a non-indexed document or in an opened email using
email software. 8. Offline Traffic
In order not to lose potential direct traffic, your URLs should be clean, simple, and easy to So far, all the types of traffic we have mentioned come from digital channels. But it's also
remember. You can also invite users to bookmark your site for future visits. possible that visitors have come to your website from offline sources. Some web analytics
programs, such as HubSpot, allow you to identify the traffic that has reached your site through
3. Referral Traffic these channels.
This type of web traffic refers to people entering a website by clicking on a link from another
site like a blog or a forum. 9. Other Campaigns
Increasing referral traffic involves participating in active link-building activities, like guest Finally, you may be able to identify traffic coming from web campaigns that do not exactly fit
blogging or submitting your site to directories. However, it's crucial to take into account into any of the types of web traffic we’ve discussed so far.
Google’s policies on links to avoid possible penalties. To do this, we recommend creating tracking URLs to associate each campaign to a unique URL
redirected to a landing page. You can do this using HubSpot. Tracking URLs allow you to filter
4. Email Marketing traffic according to unique URLs and attribute it to the correct campaign.
If you’re doing email marketing campaigns, you can measure their success by tracking how
many visitors come to your site through your messages. 6.WEB AND CONSUMER DECISION MAKING PROCESS
Email marketing management programs provide plenty of information about your delivery rate, 1. Need Recognition
opening rate, clicks on links, total clicks, unique clicks, etc. In an E-commerce environment, the starting point of the consumer buying decision process is to
To improve web traffic from email marketing, we recommend two best practices: arouse demand. In addition to the internal and external stimulus in the traditional market, the
• Make A/B tests with different versions of the same email to optimize factors such as stimulus of Internet consumers is more from the Internet, which is mainly reflected in the following
subject, images, or the time when the emails are sent out. aspects. One is the network media, which releases a variety of information directly or indirectly
• Use email marketing automation solutions to manage the whole process more efficiently. affecting the consumer’s demand confirmation. The second is an online community, where
Internet users share their shopping experience in virtual communities such as forums and post bars,
5. Social Networks as well as product placement in some communities. The third one is the marketing activities of
This traffic source refers to visitors who arrive after clicking on a social media post. You can online enterprises, such as online advertising, online bidding and auction.
distinguish between the different social networks and you can go deeper into the data on clicks
and interactions. 2. Information Search
Once consumers are aware of a need and are motivated to purchase a particular product or service,
6. Paid Media they often start searching for the information they need to make decisions in a variety of ways.
This type of traffic refers to visitors who arrive after clicking on a pay-per-click ad on a social When shopping online, consumers can use search engines to make a comparison of shopping
network. websites, shopping forums and other tools to effectively collect information, which is more
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convenient, fast and comprehensive than traditional information collection. Although E-commerce customer’s journey and engage them in a meaningful way. Database marketing strategies make
has greatly improved the efficiency of information search and changed the purchasing behavior of that easier.
consumers. Customer databases can help you:
• Identify customer groups – from your most loyal, high-value customers to first-time
3. Evaluating of Alternative customers and occasional purchasers
When consumers get relevant information from different channels, they will analyze and compare • Create detailed customer segments based on demographics, behaviors, or even personal
various products to choose the most suitable products and services. When consumers choose interests
goods, they will compare the functions, styles, reliability, prices and aftersales services of similar • Design highly personalized messages for both current and prospective customers
goods according to a certain evaluation standard. The evaluation and comparison results are based • Determine the best channel and time to engage customers
on consumers’ utility value • Improve your marketing efficiency by not wasting time and money sending campaigns to
those who are unlikely to respond
4. Purchase Decision • Build effective loyalty programs that provide the right incentives for repeat purchases
Through choice and judgment, consumers will form their preference or purchase intention for a • Improve customer service by providing support staff with a 360° view of the customer’s
certain commodity. However, in the process of transformation into actual purchase behavior, it is interactions with your brand
also affected by the attitude of others and unexpected circumstances. In the E-commerce
environment, the extensive and comprehensive commodity information on the Internet will guide 3.Challenges of Database Marketing
consumers to make rational decisions, reduce the probability of impulse purchase, and make online Database marketing offers some compelling benefits — but to do it successfully, marketers need
decision-making faster. In addition, besides the traditional factors such as purchase time, purchase to understand the challenges as well.
quantity, the way to buy is another important decisionmaking factor, that is, online or offline Watch out for these database marketing challenges:
• Data decay. Anytime a customer or prospect changes jobs or earns a promotion, moves to a
5. Post-purchase Behavior new address, changes their name, gets a new email address, or makes any other life change,
After buying a product, online consumers often compare the actual properties of the product they their profile becomes out of date. A well-managed database decays at an average 2-3% each
feel with the expectation of the product to judge the correctness of their purchase decisions and month, which means in just a year, a third of your data could be invalid.* To limit data decay,
guide the next purchase. If the product performance exceeds expectations, consumers will feel focus on information that is less likely to change: name and phone number, for example, rather
very satisfied; If the actual performance of the product is roughly in line with the expectations, the than business email.
consumer will feel basically satisfied; If the performance of the product does not meet • Data accuracy. Customers don’t always provide accurate information. Typos, handwriting
expectations, consumers will feel disappointed and dissatisfied. Moreover, consumers tend to talk legibility, or incomplete info can have a big impact on the quality of your database. You can
about their feelings to their relatives and friends around them, which further expands the influence limit inaccuracies by replacing input fields with standardized drop-down menus or
of online consumers’ postpurchase feelings. checkboxes.
• Acting on customer data in a timely manner. Collecting and analyzing customer data is
6.DATABASE MARKETING just the first step. You have to act quickly enough to capitalize on a customer’s interest in and
interactions with your brand. This is where marketing automation tools like CleverTap
1.Meaning
become so important. By unifying rich user profiles with powerful
Database marketing is a form of direct marketing. It involves collecting customer data like names,
segmentation and omnichannel marketing campaigns, you can deliver timely, personalized
addresses, emails, phone numbers, transaction histories, customer support tickets, and so on. This
experiences for each and every user.
information is then analyzed and used to create a personalized experience for each customer, or to
attract potential customers.
4.Effective Database Marketing Strategies
Traditional direct marketing involves creating direct mail pieces like brochures and catalogs and
1. Identify your target audience. How old are they? What income level? What job title?
mailing them to a list of potential or current customers in the hopes it evokes a positive response.
Where do they live? What are they interested in? What else do they buy? Build a detailed
Database marketing takes that strategy a step further by seeking to understand how
ideal customer profile for your product, and then use this profile to decide what kind of
customers want to be marketed to, and then applying those insights to fulfill the customer’s need
information you need to include in your database.
via the best channel.
2. Collaborate with other teams. Marketing, sales, and support all have direct contact with
2.Benefits of Database Marketing
customers and prospects. What information does each team need to be effective?
Today’s consumers expect a personalized experience with your brand. To deliver one, marketers
need a unified view of each customer across every touchpoint. Only then can they understand the
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 their first purchase: a smart home device that lets them remotely lock their front door and see a
3. Find the right software. Customer data doesn’t do anyone on your team any good if they video feed of visitors. With this information, the service rep can immediately provide a
can’t access it. Choose a tool that makes it easy to see different kinds of information, customer personalized support experience and offer a faster resolution by helping the customer quickly set
types, and even organize customer information to match your different product or service up and troubleshoot their device.
categories.
3.Know Which Products and Services to Pitch Customers
4. Gather customer data. Look to both internal and external data sources, including: A travel app wants to expand its product offering with a series of guided backpacking tours. Before
o Acquisition data: Which channel or source did a new customer come from? Which dedicating resources to the effort, they tap into their customer database to view purchase trends
marketing campaign? and demographic patterns to first determine whether their customers would actually book guided
o Demographic data: What is the customer’s age, gender, marital status, education level, backpacking trips, and second, to learn which customer types they should pitch these trips to. With
location, etc.? database marketing, you can ensure that you’re offering something that your customers actually
o Technographic data: What device(s) do they use to interact with your brand? Desktop want.
or mobile? Android or iOS?
o Psychographic data: What are their personal perspectives, values, and interests? What 4.Predict Who Will Buy and When
motivates them? For a food delivery app, timing is critical. Understanding your window of opportunity to engage
o Activity data: How have they interacted with your website, social media pages, and/or customers is key to beating the competition and boosting conversions — but spamming users at
mobile app? every meal time is a surefire way to lose them. By using predictive analytics with their customer
o Transaction data: How frequently do they make a purchase with you, and how much do database, the food delivery app team can forecast which users are most likely to buy. That way
they spend? Which items do they usually purchase together? they can send notifications and promo codes to the right users at the right moment. And on the flip
o Correspondence data: Have they ever submitted a customer support ticket? Posted a side, they can see who’s likely to churn so they can reach out with a tempting promo campaign
question or complaint to your social media pages? Responded to a survey? and win those users back.

5. Keep data up-to-date and backed up. Building a customer database takes a lot of time and 7.ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT- e CRM
effort. Protect your investment by safeguarding against power outages and technical glitches. 1.Meaning
CRM software can automatically update profiles when customers enter new information, and E-CRM, or Electronic Customer Relationship Management, is an integrated online sales,
online tools can protect against data decay by integrating with your software and updating marketing and service strategy that is used to identify, attract and retain an organisation’s
each contact as they browse your website with activity data. customers. It describes improved and increased communication between an organisation and its
clients by creating and enhancing customer interaction through innovative technology. E-CRM
6. Respect customer privacy. Social media makes it easier than ever to get detailed insights software provides profiles and histories of each interaction the organisation has with its customers,
into your customers’ interests, perspectives, and life updates. Effective personalization is making it an important tool for all small and medium businesses.
about providing a relevant message to an interested audience — not proving how much
personal data you have. Electronic customer relationship management provides an avenue for interactions between a
business, its customers and its employees through Web-based technologies. The process combines
software, hardware, processes and management’s commitments geared toward supporting
5.Database Marketing Examples
enterprise-wide CRM business strategies.
1.Identify High-Value Customers and Potential Upsells
Electronic customer relationship management is motivated by easy Internet access through various
An OTT app wants to understand how many of its customers are frequent binge watchers who are
platforms and devices such as laptops, mobile devices, desktop PCs and TV sets. It is not software,
primed for upsell to a premium subscription plan. They use their customer database to identify
however, but rather the utilization of Web-based technologies to interact, understand and ensure
their high-value, frequent watchers, and then send a combined email and push campaign offering
customer satisfaction.
these users a free month of premium as incentive to purchase a subscription. Using predictive
An effective E-CRM system tracks a customer’s history through multiple channels in real time,
analytics, they’re able to forecast how many campaign recipients will convert to balance marketing
creates and maintains an analytical database, and optimizes a customer’s relation in the three
resources and prove ROI.
aspects of attraction, expansion and maintenance.
A typical E-CRM strategy involves collecting customer information, transaction history and
2.Provide Personalized Customer Support
product information, click stream and contents information. It then analyzes the customer
A customer service representative for an ecommerce app is assigned an incoming call. They can
characteristics to give a transactional analysis consisting of the customer’s profile and transactional
immediately access the caller’s profile and see that they are a new customer who recently made
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history, and an activity analysis consisting of exploratory activities showing the customer’s
navigation, shopping cart, shopping pattern and more. 2. Improve operational efficiency
Your best customers are always your current customers. No matter your industry, it is always
2.Benefits of an E-CRM system easier to encourage repeat purchases and/or expand contracts than it is to win over new prospects.
Service level improvements: Using an integrated database to deliver consistent and improved By adopting a CRM, you can boost retention to maximize the average lifetime value of your
customer responses customers.
Revenue growth: Decreasing costs by focusing on retaining customers and using interactive The software makes it easy to track each customer’s interests and every interaction to gain a clear
service tools to sell additional products understanding of how to serve them best. As a result, campaigns can be aligned to each customer
Productivity: Consistent sales and service procedures to create efficient work processes to encourage further loyalty.
Customer satisfaction: Automatic customer tracking and detection will ensure enquiries are met
and issues are managed. This will improve the customer’s overall experience in dealing with the 4. Lower your customer acquisition cost
organisation. Gaining new customers comes at a cost. With a CRM, you can get more return from every dollar
Automation: E-CRM software helps automate campaigns including spent on marketing to new customers to lower your average customer acquisition cost (CAC).
• Telemarketing There are several ways a CRM helps you achieve this.
• Telesales To start, it can lower the cost needed to executive effective campaigns by automating repetitive
• Direct mail tasks to free up time for your sales and marketing teams. The centralization of data afforded by a
• Lead tracking and response CRM also allows you to target potential customers with greater efficiency.
• Opportunity management
• Quotes and order configuration 5. Generate more sales
At the end of the day, your business needs sales to survive. A great way to increase sales is to
3.Features of e CRM ensure you direct your efforts toward selling to the right people. Not every lead will be a good fit
• Customer Management: Provides access to all customer information including enquiry for your business, and some will have a higher value than others. With a CRM, your sales team
status and Correspondence can ensure their pipeline is full of highly qualified leads and prospects.
• Knowledge Management: A centralised knowledge base that handles and shares The data in a CRM system can be used to learn what your best customers have in common so that
customer Information you can then prioritize the leads that share the same traits. This keeps the sales team focused on
• Account Management: Access to customer information and history, allowing sales teams the best leads for the largest contract sizes. By doing so, you can close more deals with higher-
and customer service teams to function efficiently value customers.
• Case Management: Captures enquiries, escalates priority cases and notifies management
of unresolved issues 4.Process of e CRM
• Back-end integration: Blends with other systems such as billing, inventory and logistics
through relevant customer contact points such as websites and call centres Step 1: Goals and Objectives
• Reporting and analysis: Report generation on customer behaviour and business criteria The basis of successful implementation of an ECRM solution is to have specific goals and
objectives. The target audience must be pre-decided on that basis the data collection process can
4.Goals OF e CRM be determined to enhance engagement.
1. Improve the buyer’s journey
The fundamental purpose of a CRM system is to improve the customer experience. Executing on Step 2: Choice of Appropriate Solution
this objective is the most sure-fire way to see positive results across your business. When you Post the determination of goals and objectives, an ECRM with advanced features that matches the
make improved customer satisfaction the main goal for your CRM, all other objectives work to organization’s requirements will be preferred. When choosing a system, scalability and integration
support this goal. capability are the main aspects that should be considered.
One of the best ways to boost customer satisfaction is to offer a personalized experience. A CRM
gives you unified customer profiles to understand all of your customers’ needs. You can use these Step 3: Train Employees
insights to tailor every interaction and how you approach your products and services. No matter how effective a plan is, if the workforce is not competent enough to effectively operate
the same, successful implementation of an ECRM solution is not feasible. As a result, sufficient
training and support programs must be conducted to train employees.

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 up. Moreover, you can track and send special offers to your lost customers who left your shop
Step 4: Data Governance on the storefront.
The most critical aspect is establishing governance and security measures as data is to be protected
at any cost; virtual programs with highly secure infrastructure will enhance the reliability of the
organization and develop business. 7.Role of e CRM
Step 5: Optimization
Last but not least, if effective measures are not taken to optimize the process, the process will lose 1. Creating a Customer Database: preferably, the database should contain information about the
efficiency. An optimized ECRM solution will also provide accurate information and elevate the following: Transactions: should include all the details associated with the procurement process
overall customer experience, benefiting the organization. (e.g. the paid price, the product, the date of delivery).
If the steps above are followed properly, the organization will see enhanced customer retention 2. Customer contacts: Today, there is an increasing number of customer contact points from
and gain a better conversion rate. multiple channels and contexts. This should not only include sales calls and service requests,
but any customer- or company-initiated contact.
6.Benefits of eCRM 3. Descriptive information: This is for segmentation and other data analysis purposes.
1. Awareness of Your Web Customer Needs 4. Response to marketing stimuli: This part of the information file should contain whether or not
Due to CRM software, you can have a deep insight into customer's needs. It is possible to the customer responded to a direct marketing initiative, a sales contact, or any other direct
access the store and monitor the user's activities and personal details across the company. contact. The data should also be over time
Communication and buying histories with up-to-date records will serve marketing and support 5. Analyzing the Data: This is can be done through a series of procedures to extract specifications
managers in boosting the efficiency of sales reps' performance. Moreover, social media access and relationships of data and provide new information were not known in advance assists to
enables you with tracking the current interests of your buyers. better decision-making , through the use of Data Mining as follows: Identify areas or problems
where the analyzing value is high
2.Workflow Automation 6. Convert the data into useful information using data mining technology. Act to be based on the
Earlier, sales managers were focused on the transactions. They wasted time tracking buyer's findings.
activities and sending follow-ups. With CRM, you may automate the follow-up and email 7. Evaluate the results and lessons learned from useful information.
sending out. Apart from different content, you can schedule the time boundaries. 8. Customer Selection: the most important issue in this step is to consider which customers to
For instance, a customer has bought a laptop. Your sales rep may plan a newsletter for this target with the firm’s marketing programs. The results from the analysis could be of various
client. It will include a proposal with different accessories for the purchase. Another example types. If segmentation-type analyses are performed on purchasing or related behavior, the
is setting up alerts about customers who leave the site without buying anything. You may send customers in the most desired segments (e.g., highest purchasing rates, greatest brand loyalty)
them a discount coupon or special offer. would normally be selected first.
9. Targeting the Customers: in this step many conventional approaches for targeting selected
3.Effective Business Data Management customers include a portfolio of direct marketing methods such as telemarketing, direct mail,
There is no need to spend time searching for the required contact or document. CRM enables and, when the nature of the product is suitable, direct sales.
a comprehensive data arrangement and linking of data according to the relations between the 10. Relationship Marketing: While customer contact through direct e-mail offerings is a useful
different types of records. component of CRM, it is more of a technique for implementing CRM than a program itself.
Relationships are not built and sustained with direct e-mails themselves but rather through the
4.Detailed Reporting and Forecasting types of marketing programs that are available for which e-mail may be a delivery mechanism.
Measuring the effectiveness of processes in the company has a vital influence on further A comprehensive set of relationship marketing programs imply, Customer service,
objectives and budget planning. CRM software enables you with a set of customizable Frequency/loyalty programs, Customization, Rewards programs, and Community building.
reporting options that show successful and ineffective actions. These records give the ground 11. Privacy Issues: The CRM system described above depends upon a database of customer
for ROI and revenue levels and emphasize the areas that require improvement. information and analysis of that data for more effective targeting of marketing communications
and relationship-building activities. Lately, with the popularity of the Internet, many consumers
5.Improve Customer Loyalty and advocacy groups are concerned about the amount and types of personal information that is
The additional CRM features will help you provide your buyers with accurate and secure contained in databases and how it is being used.
hosting. You will be able to detect and preempt fraudulent transactions, as well as an easy 12. Metrics: increased emphasis is being placed on developing measures that are customer-centric
checkout process. As a rule, customers have a common urgent question - 'Where is my order?'. and give the manager a better notion of how her/his CRM policies and programs are working.
Your clients will be pleased with the intuitive order status and comprehensive history look- Some of these CRM-based measures, both Web and non-Web based are the following

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 (Lehmann & Winer, 2001): Customer acquisition costs Conversion rates (from lookers to and tools is also very functional in assigning performance metrics. The main features of new
buyers). Retention/churn rates generation CRM applications can be reviewed under five subtitles.
1- Simplicity
One of the outstanding features of CRM software is simplicity. Easy access to data, efficient
8.NEXT-GENERATION CRM customer analysis and meaningful predictions for potential customers based on data all become
Next-Generation Customer Relationship Management (CRM) means much more than a functional in a simple interface. It is effortless to measure, evaluate and analyse. The related
digital solution. CRM, which means a cloud-based, comprehensive support network, eliminates features of the software support the development of the sales team, facilitate the management and
the concept of time and space by offering end-to-end solutions to manage and analyse your help your teams achieve higher performance in any crisis.
customer relations in almost every subject related to your sector and take customer relationship 2- Reliable database
management one step further. New Generation CRM includes artificial intelligence supported Data In today’s business world, all companies attach great importance to data. Having successful
Management Platform (CDM) and User Experience Platform (UXP). customer relationships also means obtaining big data from all different fields of activity related to
Data Management Platform (CDM) and User Experience Platform (UXP) bring together your sector. It is indispensable for companies to preserve these data stacks in reliable cloud
online and offline data sources in a way that is available to all stakeholders in the system. Thus, databases and transform them into valuable information. CRM is a solution that allows you to see
you can have a sales cloud, service cloud, trade cloud and marketing cloud elements, and a highly the future in this regard.
dynamic customer view that you can follow. 3- More interaction
CDM works as background software that manages and organises customer data within the CRM software allows you to interact more with your customers. The higher your engagement rate,
system. A CRM application can be quickly evaluated according to the development of the CDM the more likely you will gain a competitive advantage. It will be easier for you to achieve high-
capability because data processing is one of the essential elements of any CRM program. UXP, on efficiency results in different scenarios related to your business strategy.
the other hand, melts technology and service access into one pot. Sharing product and service- 4- Enhanced customer experience
oriented applications with all stakeholders in the system, especially customers, UXP makes a One of the indispensable components of a good CRM solution is the enhanced customer
significant contribution to the sustainability of the flow. experience. Elements such as loyalty, support, and customer lifetime value form the basis of an
Making the flow in the system sustainable also significantly increases the efficiency of the improved experience. These elements are essential in making decisions, producing solutions and
pipelines. Sales transactions, which have a vital role in business processes, help the sales team to establishing relationships based on experience.
improve their business volume in a much shorter time than anticipated with the contribution of the 5- Employee productivity
CRM system. CRM software also makes it easier for you to identify your potential customers CRM software is also very beneficial for your employees. Increasing efficiency in resource use,
through future-oriented analyses at every stage of the sales process. CRM achieves high benefits by enabling your employees to work in a more flexible work
FowCRM, our new generation CRM product that allows you to focus on your customers, environment.
is always with you with its easy use and customisation possibilities. The product, which can be
integrated effortlessly with different applications, allows you to access it anywhere and from any
device. Providing multi-language and currency support, FowCRM is compatible with GDPR.

Key Features of Next-Generation CRM Software

First, it should be underlined that the building block of new generation CRM software is
advanced technology skills. Cloud-based virtual solutions, end-to-end services, machine learning
and artificial intelligence (AI) can be evaluated in the context of advanced technology capabilities.
Advanced next-generation CRM software should have all of these capabilities because this set of
capabilities lies at the heart of creating robust analytical processes.
An advanced CRM software analyses the past and present and sheds light on the future.
CRM, which can create projections for each customer separately, guides you to potential
opportunities. Software that successfully identifies potential opportunities is tailor-made for the
best product developments and sales processes. In this way, you can improve your products and
establish much healthier relationships with your customers
Finally, CRM allows you to have a more objective approach to internal evaluations.
Software that offers usage analytics for you to examine how different departments use interfaces

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 UNIT-5 digital analytics that can help provide clarity on the needs of your customers, which can then help
DIGITAL ANALYTICS you pinpoint your top products and opportunities for increasing conversion rate and sales, for
1. DIGITAL ANALYTICS instance.
a.Meaning Here are just a few examples of digital analytics and the metrics to consider for each:
Digital analytics are quantitative measurements of the performance of online content, • Website traffic: page views, unique visitors, clicks, exit rate, bounce rate
including advertising campaigns, social media, and websites. That means digital analytics provide • Sessions: overall site visits
information from digital sources on how customers respond to or interact with your content and • Product information: product page views, ad engagement, sales
marketing campaigns. Digital analytics are important to help you assess both campaign success • Search engine optimization (SEO): keyword rankings, keyword search volume
and audience responses, providing you with details that inform your marketing strategy. • Social media engagement: comments, likes, shares
Digital marketing is the creation of advertising campaigns for online audiences, and digital • Traffic source: referrals from search, ads, social media, etc.
analytics measure the performance of that online content. Digital analytics include a broad variety • Customer retention: number of new visitors, returning visitors, repeat shoppers,
of online marketing and advertising metrics, which help determine the performance of ads and conversion rate
provide insights to inform future campaigns. • Customer feedback: complaints, post-purchase surveys, reviews
Types of digital advertising include display advertising, audio advertising, and streaming
media advertising. Digital analytics are the quantifiable measurements of these campaigns, and are 2.MEASUREMENT FRAMEWORK
broken down into marketing metrics, such as click-through rate (CTR), email open rate, bounce Step 1 – Define your objectives and key performance indicators (KPIs)
rate, impressions, search traffic, and more. Advertising metrics quantify the performance of your Create a simple document (MS Excel or Google Sheets works well for this) and outline the top-
campaigns, and examples include reach, conversions, and returning customer rate. line business objectives for your website horizontally across the top: Identify strategies and tactics
to support the achievement of those objectives and define the KPIs for each of those objectives –
b.Importance of digital analytics some goals will have multiple KPIs.
Digital analytics are important because they give insights on what content is working for Example: If the objective is revenue, key strategies to drive revenue could be to increase sales,
your brand and what content is not. Digital analytics allow you to directly measure your success increase average order value and reduce returns, which in turn form the KPIs.
and address pain points, helping you create better content and ads. Once the list of KPIs is complete, have it approved by key stakeholders and, ideally, the Board. It
Considering analytics in digital marketing is important to further optimize your campaigns, is worth noting that this list is never definitive and will need to reviewing periodically to ensure it
reaching audiences with relevant content and driving sales or conversions, for example. It’s remains up-to-date and in line with the ever-changing digital environment.
especially useful to use analytics to ensure you have a holistic view of campaigns and content,
which can help your customer experiences stand out. Step 2 – Consider data segmentation requirements and set targets
Digital analytics can also help measure the cost of your digital ads, often determined With the basic measurement framework in place, it is time to start thinking about setting specific
by cost-per-click (CPC) or cost-per-mille (CPM) pricing models. These metrics can help targets and segmentation, for example:
understand the return on ad spend (ROAS)of your ads, an integral part of your digital marketing • Should you be splitting performance targets for mobile and desktop?
strategy.3. • Should targets be set geographically or by demographic?
• How about different product categories; should they be broken down for measurement and
c.Benefits of digital analytics reporting?
The benefit of digital analytics is the ability to receive information on your digital content These questions need addressing at this stage as some of the segmentation may require
and campaigns, which leads to visibility on their performance. Using digital analytics reduces the consideration in implementing the tracking code for your web analytics software.
guesswork in your marketing strategy. For example, custom metrics and dimensions will need setting up. This time is also when you need
Nearly 1 in 5 marketers struggle to measure the effectiveness of their marketing efforts, to start thinking about your different audiences.
but utilizing digital analytics could help your brand find success.1 The more information you have The measurement plan should outline the detailed 'translation' of business objectives into
on your brand and campaigns, the more effective your digital presence and messaging. measurable performance metrics at this stage. There is a good chance that not all of the metrics
you have picked can be measured using Google Analytics (GA) or your analytics platform of
d.Examples of digital analytics in marketing choice. Social metrics such as likes, retweets, and repins are good examples of metrics in most
There are many ways of looking at your digital analytics, and the most effective approach is highly measurement plans that a GA implementation cannot deliver on. Highlight these metrics in your
dependent on your unique brand’s key performance indicators (KPIs). In general, a good place to plan for later consideration.
start with web analytics is breaking down your main content and ads by website traffic, product
information, search engine optimization (SEO), and social media engagement. There are also
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With all the primary metrics in place, you can start thinking about setting targets for each of these typically use? You can do a number of things to track the effectiveness of a website and how it
metrics. It's possible the wider team and key stakeholders will get involved again if you don't interrelates with other channels. Suffice it to say, though, that the following metrics are the most
already have something in mind. popular metrics communicators are using today:
Step 3 - Create an implementation plan • Visits—Depending on the platform in question, visits is the number of times people have
Now that you know what you want to measure and track, you need to get all the tracking in place. been on your site. Visits are considered to be unique in that if I come to your page, click a
An audit of the existing GA configuration will outline the gaps and indicate any additional required few links, and then leave, that is one visit. If I return to your site quickly, that is considered
tracking. part of the same session.
An upgrade to GA’s latest code, Google Analytics 4, is now required. It makes sense to do this • Unique page views—This is the number of visits during which a specified page(s) was
before implementing the tracking for the measurement plan, as GA4 provides a new way of viewed once.
additional tracking opportunities. These include custom dimensions and metrics, sending data into • Bounce rate—Bounce rate is expressed as a percentage and is the number of visits in which
GA from your site’s back end using the measurement protocol, and dimension widening. a person left a site from the initial entry page.
If you aren’t already using a tag management solution like Google Tag Manager, this is the right • Pages per visit—This is probably the easiest metric to understand. It is simply the number
time to re-consider. Implementing your tracking code using a tag container instead of adding the of pages a person viewed during a single session. It is important to understand how many
tracking code straight into the website code means you will be more agile in the future when pages and which pages a person visited during a session to see which content resonated.
changes are needed. When additional tags are required, or the tracking needs to be modified • Traffic sources—This is not one metric, per se, but knowing the traffic sources is helpful in
because your website changes. matching up content from social channels to website presence.
• Conversion—Conversion is probably the most controversial metric because it is one that
Step 4 - Define the format and frequency for reporting does not apply to all situations. In some cases, companies are using digital media channels to
This last step is not part of creating the measurement plan itself but the logical extension – to agree build awareness. In those instances, conversions in the traditional sense do not apply. If you
to the format and frequency of reporting. In some cases, and this usually applies to smaller are tracking conversion, it is the number of times someone has taken an action on your page—
businesses and websites, all KPIs can be tracked and reported using the standard reports in Google or a dollar figure expressing the amount spent on the page. If a visitor downloads a
Analytics. Gathering all the key numbers can be simplified by creating a custom report or GA whitepaper, buys something from your site, or even signs up for coupons via email, the action
dashboard and sending automated emails to all stakeholders. is counted as a conversion. Whatever it is, conversion is an important metric for
However, most of the businesses Fresh Egg works with have more specific reporting requirements communicators to track. It is a clear way to demonstrate the value of a program. We
for their monthly or weekly BAU reporting. We offer a variety of bespoke solutions for these recommend redefining conversion for your programs to mean any relevant outcome or
clients, such as automated dashboards that pull data from many data sources, including Google behavior that a user takes through clicks on your website rather than a conversion being a
Analytics. The dashboards enable the delivery of cross-channel performance reporting with click that directly correlates to a lead or a sale. In the earlier example, conversions of visitors
actionable insights. who clicked and consumed a whitepaper would be highly relevant if you’re a marketer trying
Consider what information you need and how frequently you need it to stay on top of what’s to reach and inform a relevant B2B audience.
happening on your website.
4.DETERMINING YOUR OWNED AND EARNED SOCIAL METRICS
3.DEMYSTIFYING WEB DATA Social metrics are likely to be the most familiar metrics to communicators because these days very
Most communicators have had at least some exposure to web analytics tools, such as Google few programs are executed without a social component. An abundance of metrics are available to
Analytics and Adobe Analytics. However, website data tends to be a confusing data source for professionals, which makes landing on the “right” metrics all the more challenging. Unfortunately,
many marketing and communications professionals. this complexity is perpetuated by the major social platforms, each adding its own custom metrics
The good news for marketers is that unlike the social platforms, website analytics have more to the mix, which makes some side-by-side comparisons across platforms difficult. To try to
standardization across tools and vendors, which means regardless of which tool you decide to use simplify this, we think social metrics can be broken down into two different groups:
to gather website data, the outputs will look very similar. Page views, visits, unique visitors, or • Owned social metrics—These metrics are related to the social channels (Facebook page,
Average Time on Site are simple examples of standard metrics across web analytics tools. The bad Twitter account, YouTube channel, and so on) that you are currently maintaining.
news is that, as with social media, a lot of website data is available to collect and report. • Earned social metrics—When communications programs are developed, professionals
Where should marketers begin? Whatever tool you select, the vendor will likely offer a training design them in the hope that conversation will take place outside owned social channels.
program, but regardless, the web metrics you decide to measure should line up with the behaviors Every conversation about the program or the brand that you did not directly “pitch” would be
you are trying to change. If you keep your eye on measurable goals, picking the right metrics in a considered earned. Earned media has enormous potential to help bands achieve their
sea of data should not be a challenge, as you’ve already done the preparation work to easily weed objectives, and it should be comprehended in any measurement strategy you develop.
out the metrics that aren’t relevant to your initiative. So, what are some metrics that communicators a.Facebook

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Facebook is the most popular social network and boasts more than two billion users. There is a efficiency? The first is cost per mention (CPM). CPM measures the total amount spent on an
pretty good chance that if you are reading this book, you maintain a page for a brand or client, and ad campaign, divided by impressions, and then multiplied by 1,000. The second measure
you have a personal page that you use to share photos, favorite articles, and news about yourself. is cost per engagement (CPE). CPE is calculated as total amount spent divided by post
If you are managing a Facebook brand page, you have access to Facebook Insights. Facebook engagement. We understand that post engagement is a vague term, but that is intentional.
Insights is Facebook’s free, native analytics platform that enables page owners to see metrics on Facebook has a number of different post engagement metrics, but you should select the ones
how their pages are performing and insights into their audience. most appropriate for your business. The last critical efficiency metric is cost per view (CPV).
If you have logged into Facebook Insights recently, you know how daunting it can be. There are a This metric is calculated as total amount spent divided by three-second video views.
lot of possible metrics, and it is not completely clear how you decide which ones you should be • Likes, comments, and shares by post—The preceding metrics in this list are page-level
using. The answer to which metrics you should pay attention to depends on the behavior you are metrics, but you should also watch some post-level metrics. Likes refers to the number of
trying to change. However, there are popular metrics that almost every communications people who have clicked the Like button on a post, and comments refers to those who have
professional looks at when evaluating the page’s performance. Here are the most popular: contributed some opinion on a post. Shares refers to the number of people who have posted
• Total likes—Probably the most common and easiest to understand, total likes is the number your content on their page, thus generating earned media activity for your brand.
of people who have “liked” your page. b.Twitter
• Reach—Facebook reach is the number of unique people who saw your content. It can affect Twitter has significantly grown its data and analytics capabilities since we wrote the first version
every other metric you can pick: engagement, likes, comments, and clicks. Facebook breaks of this book. Now you can gain access to the normal things like followers, retweets, replies, and
down reach into subcategories: organic reach, paid reach, viral reach, page reach, and post likes, as well as mentions, impressions, profile visits, along with a host of media metrics, directly
reach. Organic reach is the total number of unique people who were shown your post through through their native analytics platform. Like Facebook, an increasing amount of activity happening
unpaid distribution. Paid reach is the number of unique people who were shown your post as on Twitter is paid advertising as brands try to cut through what is a very busy news feed for most
a result of ads on Facebook. Viral reach is the number of unique people who have seen a users. Here are some common metrics you can use to evaluate your performance on Twitter:
story about a page published by a friend. Page reach is the number of unique people who • Followers—Similar to likes on Facebook, this is the number of people who have decided to
have seen your brand page. Finally, post reach is the number of unique people who have seen track your brand’s account; it is a snapshot indicator of the size of your direct Twitter
an individual piece of content that you have posted. audience.
• Impressions—Impressions are the number of times a post from your page is displayed, • Retweets—This is the number of people who have shared your content with their followers.
whether the post is clicked or not. Impressions can be seen by people that have either liked • Mentions—Mentions refers to how often someone has mentioned your brand directly on
or not liked your page. People may see multiple impressions of the same post. Twitter.
• Engaged users—This is the number of people who have clicked on one of your posts during • Video views and completion rate—Like Facebook, a growing amount of the content
a given time. It provides a good benchmark for how many people are actually reading your published on Twitter is in a video format. Video views on Twitter are calculated as the total
Facebook page’s content. number of people who have viewed three seconds of a video. However, this approach has
• Engagement rate—Engagement rate is the percentage of people who saw a post and reacted brought some criticism of Twitter, due to videos auto-starting when in view. This can
to, shared, clicked, or commented on it divided by how many people see your post. Please artificially inflate the total video views metric versus the actual number of users who watched
note that some organizations have modified engagement rate to include or exclude specific the video. It doesn’t make the metric useless, but it’s important to be aware Twitter video
metrics, and that is okay. Our goal here is to give you the standard definition that you can views might be significantly higher than other social platforms when comparing video
then use for your business however you see fit. engagement. Completion rate is exactly as it sounds, and is calculated as the number of people
• Video metrics—An increasingly large number of posts on Facebook are in a video format. who have completed a video that has been distributed.
Facebook offers users a number of different video metrics but we tend to favor three specific • Efficiency metrics—Much of what gets distributed by brands on Twitter today is in the form
metrics. The first is video views, which is the number of times your page’s videos have been of paid media. Because of that, also measuring how efficiently you are reaching your target
viewed for three seconds or more. The second is video view rate, which is the number of audience is important. There are three important efficiency metrics to measure on Twitter.
video views divided by the number of people who saw that piece of content. Lastly, we tend The first is cost per engagement (CPE). CPE on Twitter is measured in a similar way as
to favor looking at a video’s quartiles as a measure of the quality of the engagement. By Facebook by looking at the total engagement divided by the total impressions. The second
quartiles we mean measuring how far an individual user gets into a video, typically measure is cost per view (CPV). CPV is calculated as the total amount spent divided by the
represented as 25%, 50%, 75%, and 100%. number of three-second video views. Lastly, is cost per click (CPC), calculated as the total
• Efficiency metrics—If you have been following the marketing and communications trade amount spent divided by the number of clicks generated. Which one of these three efficiency
publications you know that a dwindling amount of reach on Facebook comes from organic metrics you select should be driven by your objectives. For example, if you’re trying to drive
activity. Because of that, measuring how efficiently we are reaching people with our content clicks to another digital property, then CPC will be more important to you than if you’re
is growing in importance. What are some key metrics that you should look at when measuring

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 trying to maximize video content consumption to both your current audience and potential combine likes, comments, and favorites into one number that shows engagement overall. Or,
new followers, where CPV is much more relevant. similarly, you can combine the numbers and divide by the total number of videos to achieve
an engagement rate.
• Clicks and click-through rate (CTR)—Clicks refers to the number of times people have
clicked a link that you shared, and the CTR is the number of clicks divided by the number of d.SlideShare
people who had an opportunity to click, typically expressed as a percentage. It is important One doesn’t normally think of SlideShare as a popular social network, but following its acquisition
to note that without the use of a link-shortening service, such as Bitly, tracking clicks is not by LinkedIn in 2012 it became even more popular. It is one of the top 100 most-visited websites
possible. Posting directly to Twitter or Facebook does not allow you to track the number of in the world with more than 18 million uploads in 40 different content categories. The site also has
clicks on a post. URL shorteners like Bitly provide the missing tracking and tell the whole more than 70 million monthly users and receives several hundred million page views per month.
story. We recommend combining whichever URL shortener you prefer within your linking It is a valuable place to provide thought leadership and, if you are managing the communications
and posting to avoid gaps in measurement and reporting. for a public company, it’s a place to share earnings announcements, investor presentations, and
• Impressions—Impressions refers to the number of times someone viewed or had the other documents of interest to key stakeholders. Not a lot of data is available, but channel owners
opportunity to view your content. Impressions on Twitter are somewhat controversial as some can find some metrics:
analytics tools calculate impressions by including replies. If you reply to someone on Twitter, • Followers—This is the equivalent of a like on Facebook or an account follower on Twitter.
the only people who see it are you, the recipient, and the followers who overlap. If you are When you decide to follow someone or a brand on SlideShare, you receive notifications when
using a social media management tool, you should ask to see how it is calculating new content has been posted without having to manually check like you would on Facebook
impressions. If you are calculating impressions manually, you should exclude replies from or Twitter.
your analysis to get the most accurate count. • Views—This is the number of times someone has seen something you have uploaded to your
channel (documents and presentations).
c.YouTube • Comments—Viewers of your content have the opportunity to add to the discussion by
Like Facebook, YouTube offers channel owners a robust native analytics platform for tracking contributing their point of view. This metric measures the number of such comments.
performance and reporting. It offers metrics related to how the channel itself is performing, as well • Downloads—The number of people who have taken action and literally clicked Download
as how specific videos are resonating with your target audience. A lot of data is available to channel to save a copy of the presentation that you have uploaded.
owners; these are the most popular metrics: • Shares—Every piece of content that you upload can be shared to multiple social channels.
• Views—Views on YouTube can be broken down into how many times someone saw a video Tracking how often your content is “picked up” and “placed” elsewhere is important, because
or the YouTube channel itself. A view is counted when the video has been viewed for 30 it provides a strong barometer for how well it is resonating. This earned media activity should
seconds or more. be captured and reported on as well to give you a sense of the virality of individual content
• Subscribers—This is the number of people who have signed up to receive your content since you publish and promote.
you posted it.
• Likes/dislikes—This is the number of times a viewer had selected whether they like or dislike e.Pinterest
a video. This is typically expressed as a raw number, but it can be aggregated to show a ratio When we wrote the first edition of this book, Pinterest had approximately 12 million users. With
of likes to dislikes over the span of several videos. the explosion of the visual web and related social platforms, Pinterest now boasts more than 175
• Comments—This is the number of times someone has offered an opinion on a video or your million monthly active users worldwide. Pinterest offers users space to create virtual pinboards for
channel. images of interest across the Internet. Companies, particularly in retail and consumer categories,
• Favorites—This is the number of times viewers have clicked on the Favorite link to show are creating branded channels on Pinterest, and the amount of data has been growing accordingly.
how much they like a particular video. The native analytics platform within Pinterest has thankfully improved as well since 2014.
• Sharing—This is the number of times your video has been posted on another social network. Pinterest has built out a robust analytics and advertising platform that gives its users a window into
YouTube aggregates sharing into a single metric. how your boards and content is performing. The following are some of the key metrics available
• Video view rate—A view-through rate on YouTube is the number of times your video has to users:
been viewed, divided by the number of impressions that were served. • Followers—As with the other social networks listed earlier, followers on Pinterest are the
• Efficiency metrics—The most common measure of media efficiency on YouTube is cost per number of people who have elected to view your content.
view (CPV). Cost per view is measured in a similar way as on Twitter and Facebook and is • Number of boards—This is the number of separate pinboards you have created for your
calculated as the total amount spent divided by the number of 30-second video views. account. Companies that are currently using Pinterest typically create pinboards based on
One important note about YouTube is that in many instances, the engagement numbers can product categories.
be combined into one number. So, for example, if you are the channel owner, you can

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 • Number of pins—This is simply the number of images or videos that have been “pinned” to stories. Impressions are the number of times your story media was seen. Instagram stories
a board you own. also capture reach, which is the number of unique accounts who saw your story. Users can
• Likes—As is the case with the other channels, users can click the Like button for individual capture taps forward and taps back, which are the number of times someone taps to skip to
pieces of content. This metric counts those clicks. the next piece of story media, or back, respectively. Exits is the number of times someone
• Repins—If you like something that another user has pinned, you have to click the Save button leaves the story viewer to return to their feed.
to share it with your Pinterest followers. This metric counts the number of repins.
• Comments—As with the other channels, users have a chance to offer their own perspective
on a piece of content. This metric counts those comments. g.Snapchat
• Impressions—Impressions are the number of times a Pin from your profile has appeared on For many of the same reasons that Instagram has grown, Snapchat has exploded on the scene since
Pinterest home feeds, category feeds, and search. Average monthly viewers include anyone the first version of this book. Snapchat is a mobile photo messaging and multimedia sharing
who sees a Pin from your profile on their feeds. application that was released in September 2011. It was initially launched to share impermanent
• Clicks—Clicks are literally what you are probably guessing they are, which is the number of pictures via private message that could be viewed for a specified length of time. Despite its origins
clicks on Pins from your profile. as an image-sharing application, video has become an important feature on the platform, with more
• Engagement rate—This is calculated as the total number of people who have seen a Pin than 10 billion mobile videos viewed per day. Over the last three to four years, Snapchat has really
divided by the total number of actions. grown, now totaling more than 255 million monthly active users. However, with the rise of
• Efficiency measures—Pinterest’s advertising platform has been growing since we published Instagram and Facebook stories, its user growth and usage has stagnated as of the publishing of
the first version of this book, and therefore it is important to look at two efficiency metrics. this book. Although its long-term future is unclear, what is clear is that it will continue to be a way
The first is cost per mentions (CPM). CPM is calculated in a similar way as on Facebook. for certain audiences, particularly millennials and Gen Z audiences, to distribute video and image
The second key efficiency measure is cost per engagement (CPE). CPE is calculated as the content for the foreseeable future. The five important metrics to track on Snapchat are :
total number of impressions divided by the total number of actions. • Unique views—This is the number of people who have opened the first video or image and
viewed it for at least one second. Snapchat only counts each viewer once, thereby presenting
f.Instagram an accurate metric of how many viewers each photo or video snagged.
Most, if not all, of you who are reading this book are likely actively engaged on Instagram. The • Screenshots—On other platforms like Twitter and Facebook, engagement is often tracked
popular photo sharing application has exploded since the first version of this book was published, through reactions like likes, comments, and retweets. On Snapchat, engagement is captured
driven largely by being acquired by Facebook. Instagram now has more than 800 million monthly by looking at the number of people who took a screenshot of a specific piece of video or
active users and 500 million daily active users. More than 30% of Internet users in the United imagery.
States are now on Instagram, and the platform has more than one million advertisers. As more of • Completion rates—This measures how many viewers watched your story through to
the Internet moves from text-based to image-based communication, it is safe to assume that completion.
Instagram will only to continue to grow. More brands will continue to use the platform to reach its • Fall-off rate—To calculate your fall-off rate, simply find the difference in views from one
key audiences through interactive and visually appealing advertising units. A number of metrics Snap to the next, divide the difference by the views on the first Snap, and multiply by 100.
are available to brands and are broken into three different categories: • Time-of-day activity—Although Snapchat doesn’t provide activity metrics, you can gain an
• Overall metrics—Brands can capture four key metrics in this bucket. The first understanding of your audience’s key activity times by tracking the engagement associated
is impressions, which is the number of times your ads were on the screen. The second metric with different posting times.
is reach, which is the number of unique accounts who viewed your posts and stories. The
third is website clicks, which is the number of clicks to links you’ve included in your business h.LinkedIn
profile description. The last metric is profile views, which is the number of unique accounts LinkedIn, a social network aimed at professionals, allows members to contact past and current
who’ve visited your business profile. colleagues, look for a new job, uncover new business opportunities, and network with experts
• Post metrics—In addition to tracking likes and comments, which are self-explanatory, users within a particular industry. Since the first version of this book was published, the platform has
can also track five other metrics: the number of unique accounts that saved your morphed into an effective way for brands to distribute content aimed at professional audiences
post; impressions per post; reach per post; and engagement, which is the number of unique through the news feed and company pages. With more than 500 million users as of April 2017, it
people who have liked, commented, or saved a post. Like the other platforms outlined here, is a hard platform to ignore for brands. The advertising side of the platform is a little bit of a black
an increasingly large number of posts are in the format of a video. Because of that, users can box to the outside world, but some metrics are available to page owners.
track video views, which is the total number of times your video was viewed. • Visitor analytics—This metric is broken down into traffic metrics and visitor demographics.
• Stories—Instagram stories are a way for users to capture real-time activity happening during LinkedIn gives users the opportunity to track page views, which is the number of times your
the course of a 24-hour period. A number of metrics are available to brands using page has been viewed. You can also track unique visitors, which is how many LinkedIn

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 members visited your page, removing duplicate visits to a single page. The platform also conversations while being tied to the brand. Alternatively, many brands have taken to utilizing
offers robust demographic data on who these people are who have visited your page. traditional survey research and asking questions of social audiences to determine message
• Content shares and likes—This is exactly as it sounds, but is the total number of people resonance.
who have shared or liked a piece of content that you have published. • Overall conversation volume—Tracking the volume of conversation over time is critical in
• Advertising metrics—LinkedIn recommends a host of metrics to evaluate advertising understanding how well a message has been received. Similarly, it is important in
performance—everything from impressions; to clicks; to total engagement; to cost per click, understanding how visible a brand is to the community. If your conversation volume trend
cost per mention, and social actions. Many of these metrics have been discussed at length line looks like a rollercoaster, then it is likely time to start revisiting your social media
throughout this chapter, and are not defined in unique ways by LinkedIn. If you are strategy. An important thing to keep in mind when evaluating the overall conversation is your
advertising on LinkedIn, remember to line up your metrics to your business objectives, as we search strings. You want to make sure the search string is as accurate as possible so that
outlined earlier in this chapter. volumes aren’t inflated.

5.EARNED SOCIAL MEDIA METRICS The other element of earned social media metrics is in-network conversations. These are
The best marketing programs have relevant tactics that resonate with the target audience using the conversations, or content, that the community generates on its own and posts to owned properties.
appropriate channels, but the explosion of social media has created a second layer of performance These are easier metrics to understand and gather because they are almost identical to the metrics
that requires examination. This additional layer is described by many terms: earned media, earned outlined earlier in the section for specific social media channels. The only difference is that instead
coverage, or, in the case of social media, earned conversations. When marketing professionals of looking at higher-level page performance (likes, followers, subscribers, and so on)
create content to post on owned social media networks, they hope the content will spread and reach communicators should be looking at post-level data (comments, likes per post, shares per post, and
audiences beyond their direct fans, followers, or community. This dissemination could come in so on).
the form of sharing, which we covered earlier in this chapter, or it could come in the form of Social media data is abundant, and as it becomes more mainstream, more data will become
organic chatter in the broader community. available. Because of that abundance, it is easy to become distracted by all the potential data points.
Communicators can track two different kinds of earned social media metrics: If you focus on the metrics we have listed and how they apply to your goals, you will not go wrong.
• Earned conversations—These are social media conversations that are taking place outside That being said, social media data is only one piece of the puzzle. Communicators need to gather
the owned social media properties other digital components, as described in the remainder of this chapter.
• In-network conversations—Communicators should be looking to foster a sense of
contribution in the online community. Tracking this kind of content separately is valuable in 6.DIGITAL BRAND ANALYSIS
determining how well it does in driving action, typically additional engagement. a.Meaning
Much of this data is captured using social listening platforms, which is covered in the next Digital branding is the process of creating awareness, gaining recognition, and
chapter, but these are the primary data points most communicators gather when evaluating generating loyalty for your brand. It is a continuous process – a series of activities
earned conversations: performed repeatedly – to reach a specified audience and encourage them to talk
• Share of voice—Most communicators are familiar with the concept of market share, and this about your product brand and business. The end goal is of course to drive sales but
is fairly similar. Share of voice tracks, typically in percentage form, how much conversation in a way that is inoffensive non-intrusive and understated yet encourages buying
is happening about one brand versus another. decisions rather than bombarding the consumer with flashy advertisement.
• Share of conversation—Share of conversation is often overlooked and, in our view, is a
more detailed and accurate gauge of how aware people are of a product or campaign within
a broader industry than share of voice. This metric tracks, typically in percentage form, how
much conversation is happening versus the broader industry. Share of voice typically is a
metric used to evaluate brand-level performance where share of conversation is used to
evaluate specific product, service, or topic performance.
• Sentiment—The topic of sentiment is highly controversial. Simply put, it is the amount of
positive, negative, or neutral (with gradations in between) conversation that is happening
about a brand or product.
• Message resonance—Chances are good that your company, and in turn your
communications program, is trying to advance some strategically important message or
messages. Knowing how well (or not) a message is being received by the community is vital.
This can be measured by how often keywords and phrases are being picked up in social

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 iii. Digital Channels (Brand Positioning)
Philip Kotler defines Brand Positioning as “the act of designing the company’s offering and image
to occupy a distinctive place in the mind of the target market”.
In order to occupy a distinctive place in the mind of targeted marketing, you need to find two
things.
The first obvious thing is the Target Market because it’s there in the definition. Just joking, not
because it is in the definition but it is really important to define the target market.
The second thing that you must figure out for your Brand Positioning is what distinctive
characteristic you want to be there in the mind of people. This will not only be helpful in Brand
Positioning but it will help you in whole Digital Branding.

iv. Website & Social Platforms (Brand personality)

Always remember, personality has the power to uplift, the power to depress, the power to curse,
and the power to bless. Your digital Brand Personality totally depends on your own direct presence
Digitally and that is your website and social media platforms.
Talking about your website, it’s ok to have a look from the perspective of SEO, it’s good to focus
on some essential parts to get the audience in, but in that don’t forget about your business.

v. Digital Influence (Brand equity)

We had heard the word “Influencer a lot” in today’s digital world. Think of it, how great it would
be if you will become an influencer?
Now come down, let’s get back to understanding what Influence is actually?
Influence is not about numbers, the number of Subscribers or followers it is neither the size of
your network. Influence is basically the number of people engaging or responding according to
your actions.

vi. Strong & Unique Content (Brand Communication & Differentiation)

Brand Communication is defined as “a tool of brand management by which the companies inform,
persuade, enlighten, teach, remind, and enrich the knowledge of their stakeholders about the brand,
Digital branding is about establishing your brand’s story and presence in the digital space. Digital its strengths, values, fundamentals, and its offerings of products and services.”
branding is the key to establishing a meaningful connection with your target audience. It’s about Or making it simpler!
using your unique proposition to differentiate yourself and your offerings from the competition. Brand Communication is how the brand communicates with its stakeholders and showcases its
b.Components values.
i. Logo (Brand Identity) : Don’t take the word to communicate here for granted, many brands make mistakes here. Brand
A brand of course is said when some bunch of people can identify it by hearing its name or seeing Communication, specifically in Digital Branding is not only limited to talking but is far more.
its logo or typography or any other element.
Digitally it boils down to the logo and colors that present the identity of a brand. A Brand vii. Review and Analysis (Brand Extension)
Logo should be clearly recognizable and should represent a particular brand. Brand Extension is basically a way to encourage new products under an already existing Brand
ii. Impact (Brand Image) Name to take the advantage of its brand equity.
Whether it’s Offline Branding or Digital Branding the core purpose is always to make an impact For Ex: Nike was originally selling shoes but after that, they introduced sunglasses, garments,
when people look at it. bags, and a lot more.
Talking about Digital Branding, what people are gonna see is visuals on social platforms, the Talking about Brand Extension in Digital Branding, you need to first mine a niche and showcase
design of your website, and the most important thing authenticity of your digital presence. your company as an expert of any one of your services or a market leader in any one of your
products.

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After that comes the interesting part, it is a lot easier to divert people from one thing to another embody this brand dimension, so they may be a bit highly priced too compared to other products
digitally. in their category. Sophisticated brands commonly exist within the fashion, automobile,
7.BRAND SHARE technological equipment, food and dining, and hotel industries. From the marketing perspective,
a. Meaning these brands usually go for delicate fonts, light colours and simple logos and designs. They may
Brand share is defined as the percentage of a given product category’s sales that is attributed to also limit their distribution to specific types of outlets and locations to give a sense of exclusivity.
one brand. For example, in the women’s sandal category, what percent of products sold or what
percentage of the revenue generated can be attributed to a company like Clarks? This is the 5: Brand Toughness
foundational data that a brand needs access to. The final dimension of brand personality is brand toughness. Powerful, forceful, potent and
outdoorsy come to mind when thinking of the traits associated with this dimension. Brands with
b. Dimensions this dimension display strength, power, resistance, durability and possibly an element of
1: Brand Competence masculinity. Tough brands may target a predominantly male group. Hence, they may use dark and
The first dimension of brand personality is brand competence. The attributes represented by this basic colours in their logos and branding material, such as black, blue and grey, which men usually
brand personality are intelligence, success, reliability, and expertise. Brand competence includes prefer. In their messaging and logo, they may use thick and strong fonts. While advertising, they
character traits like efficiency, reliability, intelligence and responsibility. The quality of the may display their products in outdoor locations of extreme environments. For example, mountain
products and consistent performance can be strong indicators of this brand dimension. The ideal bikes or desert jeeps.
branding strategy for such brands includes the use of strong and bold fonts, and the use of colours
that evoke feelings of trust, such as blue and white. They may be upfront and open about their 8.BRAND AUDIENCE
manufacturing practices that might show the use of high-quality raw materials and a high degree Defining a target audience can be one of the most challenging aspects of social media marketing.
of care during the process. But once you have a clear idea of who your audience is, you’ll run more relevant campaigns with
better returns. In simplest terms, a target audience is a group of people that’s most likely to be
2: Brand Sincerity interested in your product or service. And members of this group usually share common traits.
The second dimension of brand personality is brand sincerity. Genuine, honest, wholesome and .
cheerful come to mind when thinking of the traits associated with this dimension. a.Why Should You Define Your Target Audience?
Brand sincerity shows how honest and trustworthy a brand is. Brands that display a high level of If you think everyone will buy your products or services, think again. Not everyone will buy what
sincerity usually commit themselves to meaningful causes and to the community at large. They you offer.
avoid ambiguity in terms of policies and value good relationships, both with customers and That’s why defining who is likely to buy is important.
employees. They may be more involved and give a voice to social issues or have concern for the Plus, you can’t ignore the need to know the target audience for your marketing strategies.
environment. Some of them may focus on sustainability while carrying out their business activities. Getting clarity on your target audience can benefit the following areas of your marketing and more:
For example, a company that sells luggage may believe in being cruelty-free by not using any • Copywriting: How should you describe your offers to attract and convert your target audience?
animal products or leather in their products. • Content marketing: What blog posts, videos, and podcasts should you create to attract your
target audience?
3: Brand Excitement • Email marketing: What specific messaging should you use in your email campaigns?
The third dimension of brand personality is brand excitement which contains such traits as playful, • Social media marketing: Which platforms are most important to be present and active on?
daring, imaginative, and spirited. This is a brand dimension that includes brands that are • Pay-per-click (PPC): Where should you spend your dollars? And what targeting options should
innovative, dynamic, energetic, fun, inspiring and trendy. They may use bright colours, sharp or you utilize?
unique fonts, and distinct logos or mascots. They usually like to make their presence felt in sports, • Search engine optimization (SEO): Which keyword phrases represent your target audience’s
adventure activities and music concerts or such large-scale events. Their goal is to excite and needs and interests (meaning you should target them)?
inspire the audience. There can also be a sense of unpredictability or a surprise element with such Researching and understanding your target audience profile is the first step of any marketing
brands. Their target market may usually comprise younger people, such as teenagers, university campaign.
students or young professionals. For example, a t-shirt brand that comes up with trendy quotes.
b.How to Define Your Target Audience
4: Brand Sophistication To paint a clear picture of your target audience, you’ll need to gather the following information:
The fourth dimension of brand personality is brand sophistication. Common characteristics • Age: You don’t need to be too specific about it. But knowing the age bracket of your audience
associated with this dimension include charming, refined, elegant, and poise. Sophisticated brands can be very useful.
usually contain a quotient of glamour, charm, some pretence and possibly romance. Luxury brands

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• Gender identity: Is your target audience mostly men? Or mostly women? Understanding the f.Return on Ad Spend
gender breakdown can help you tailor your messaging and marketing approach. Everybody is familiar with ROI, but we believe Return on Ad Spend (ROAS) is where there is
• Income: Knowing the income range of your target audience can give you an idea about how stronger potential for insight at a deeper level.
they might approach purchases in your price category. First, ROAS is reliant on running campaigns; in B2B, it’s especially important that they are
• Location: This helps you figure out which geographic areas to target properly targeted and segmented. Raw conversions as a digital marketing analytic lends itself to
• Challenges: Understanding the pain points of your target audience can help you create being a vanity metric: someone can submit a form or un-gate content or even subscribe to emails
messaging they relate to or your blog and have no interest in doing business, now or ever. On the other end of the spectrum,
• Interests: Understanding the interests and hobbies of your target audience can help you create ROI is too general, looking at bottom line numbers without reviewing the line items that get us
marketing campaigns that resonate with their passion and motivation there.
• Goals: By knowing what your audience wants to achieve, you can tailor your messaging to g.Engagement
appeal to their specific needs and aspirations Engagement is admittedly tricky: A thoughtless mistake in a public forum can create traffic and
engagement for all the wrong reasons. (Think Curb Your Enthusiasm.) And not every social media
9.MARKET INFLUENCE ANALYTICS account should take the Wendy’s approach tp social, although a commercial kitchen equipment
Market Influence Analytics is an emerging discipline that goes beyond measuring story counts, supplier could have an inspired take on the ‘Roast me’ gimmick.
impressions or even message pick up. It follows the flow of the message, tracks the positive and When we engage on social media, we’re seeking brand elevation, but we’re also looking to get
negative reactions to it, characterizes how it evolves, and measures its ultimate influence on the decision makers to see themselves as part of a shared story. Yes, you want the impressions, but
intended audience. what matters is driving engagement the right way for the right reasons. When you share something
a.Sessions that gets traction with your customers and brand evangelists, it’s both your value proposition and
Looking at high-level traffic numbers can be highly misleading. Pageviews will skew notions of a form of social proof to others, pun intended. And those like-minded customers can attract others
success: your landing page might have a high pageview count while lacking conversions or time from within your area of business, generating a better-qualified audience and potential leads,
on page. The oft-misunderstood bounce rate tends to spook a lot of marketing stakeholders and particularly through a platform like LinkedIn.
executives, when there are times a page – typically, blog content – should be expected to have a h.Clickthrough Rate (CTR)
90% bounce rate, while a pillar page is closer to 80. Traffic at that top level is a textbook example Email marketing is especially prone to vanity metrics: open rates, unsubscribes, spam scores and
of vanity metrics. the like. The undisputed king of email marketing metrics, though, is clickthrough rate (CTR).
Sessions, on the other hand, give us clearer insight in a number of ways: Unlike websites that can have numerous conversion points or intents, or social media’s fickle
b.Time on site: Especially within an inbound marketing paradigm, we’re looking for quality impression counts and clickthroughs from low-quality visitors, email has one goal: to further a
traffic, not just quantity of traffic. A longer session time can indicate resonance with buyer conversation. A company that sends lots of email and has a high delivery or read rate but low
personas, ideal customer profiles and act as a general barometer of marketing and website CTR has a messaging or alignment problem that needs attention. There is no more clear or
alignment. obvious benchmark for digital marketing effectiveness.
c.Visitor pathing: Knowing what your visitors are doing with their time on your site – either On a platform like HubSpot, CTR is a prominent metric easily accessible at the message dashboard
through an attribution system like Google Analytics or a platform like HubSpot – can provide level or through reporting dashboards. It’s also easy to gauge new ideas with tone or presentation
insight into your website marketing strategy. If a segment of your visitors’ site visits include stops with A/B testing, personalization tokens and smart content.
on pages you didn’t intend or aren’t part of a strategy to move people into your customer flywheel, In short: if you’ve solved clickthrough rate with your business’ audience, you’ve figured out how
reviewing these paths can help inform website content updates, navigation, SEO and so forth. to best speak with your contacts, leads and customers. You’re already on the inside track!
d.Lead qualification: If your B2B website is integrated with a marketing platform (and it really i.Contact to Customer
should be!), website visitor activity can be translated into lead scoring and qualification after a This is one of our favorite metrics at Kuno: knowing the length of time between when someone
visitor becomes a contact. Your actual first touch contact with a lead can be informed and goes from being a contact to closing the deal and becoming a customer.
intentional, because your marketing emails and sales touchpoint should reflect the care a person The main point is that a clear-eyed understanding of your buyer’s journey lends itself well to
standing in your physical space would receive! establishing a plan that optimizes each step and the overall process into one that makes sense,
e.Website UX monitoring: Similar to pathing discussed above, sessions at a high level can maximizes value propositions and engenders mutual trust.
indicate potential unintended obstacles, broken pages or elements, or strategic misalignment.
You’ll note that we’re already beyond reporting and analytics: Sessions are a great way to not 10.CONSUMER GEERATED CONTENT
just measure website performance toward marketing and sales goals, but comprehensively a.Meaning
evaluate your digital marketing strategy. Talk about a value-add!

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User-generated content (also known as UGC or consumer-generated content) is original, brand- Audiences turn to UGC as a trust signal in the same way they’d ask their friends, family, or
specific content created by customers and published on social media or other channels. UGC professional network for an opinion. Over 50% of millennials base their decision to buy a product
comes in many forms, including images, videos, reviews, a testimonial, or even a podcast. on recommendations from their family and friends, so this is where UGC can shine since it is
b.Sources precisely that: a personal recommendation.
Customers Increase conversions and influence purchasing decisions
Think unboxing videos shared on TikTok or praise-filled posts on Instagram. Your customers are User-generated content is incredibly influential in the final stages of the buyer’s journey, where
usually the most prominent cohort you’ll look to gain UGC from, either because you’ve asked for you’re looking to convert your audience and influence them into making a purchase.
it or because they’ve organically decided to share content about your brand. UGC acts as authentic social proof that your product is worthy of buying. For example, your
Brand loyalists audience sees people just like them wearing or using your product, which influences them to decide
Loyalists, advocates, or fans. However you label your most dedicated customers, they’re typically to buy.
the group that’s most enthusiastic about your business. Since loyalists are so passionate about You can even show your non-human customers using your product, as Casper does in this UGC
worshiping at the alter of the brand, this audience segment is ripe to reach out to and ask for specific post of Dean the Beagle
UGC content.
Employees Adaptable and flexible
Employee-generated content (EGC) shows the value and story behind your brand. For example, UGC can be used off social in other marketing campaigns, making the strategy an omnichannel
photos of employees packing or making up orders or a video of your team talking about why they approach.
love working for your company. This behind-the-scenes content helps establish brand identity and For example, you could add UGC images in an abandon cart email to help nudge the prospective
works across social and ads to showcase authenticity. buyer to make a purchase or add user-generated content to key landing pages to help increase
UGC creators conversion rates.
A UGC creator is someone who creates sponsored content that appears authentic but is designed Calvin Klein even created a landing page just for UGC content. By showing real examples of
to showcase a specific business or product. UGC creators are not creating traditional organic UGC customers styling their Calvins, shoppers see other consumers endorsing the brand and showcasing
— they’re paid by brands to create content that emulates traditional UGC. how the products look on actual humans instead of overly styled models.
c.Importance
UGC is used across all stages of the buyer’s journey to help influence engagement and increase More cost-effective than influencer marketing
conversions. The customer-centric content can be used on social media and other channels, such The average cost of hiring an influencer can run into millions of dollars. The average cost of asking
as email, landing pages, or checkout pages. your customers to share posts of them enjoying your product? Next to nothing.
Takes authenticity to the next level UGC is a cost-effective way to scale your business and introduce a new marketing strategy to the
Nowadays, brands have to fight to be seen online, and competition is fierce for audience attention. mix. There’s also no need to invest dollars in hiring a flashy creative agency to produce brand
As a result, buyers are more selective about the brands they interact with and purchase from, assets or content for your campaigns.
especially the notoriously fickle Gen-Z. Simply connect with the most important people in your business: your audience. Most will be
elps establish brand loyalty and grows community excited to be featured on your channel.
UGC gives customers a unique opportunity to participate in a brand’s growth instead of being a For smaller brands or those just starting out, UGC is cheaper and easier to manage than investing
spectator. This influences brand loyalty and affinity in a big way because people thrive off being in larger-scale brand awareness campaigns.
part of something greater than themselves, and creating UGC allows them to be part of a brand’s
community. Works in harmony with social commerce
UGC also opens up conversations between a brand and consumer, and this level of brand The future of online shopping is social commerce, a.k.a shopping directly on your favorite social
interaction helps build and grow an engaged community. channels. The main draw of social commerce is that it allows audiences to convert natively
Sharing audience content also works to develop and deepen audience/business relationships, within a social media app, rather than going off-network to complete a purchase.
driving more brand loyalty. Let’s say you’re scrolling through Instagram and pause on a cute new bathrobe. You tap to learn
more about the product, decide to purchase, and complete the transaction in the app. That’s
Acts as a trust signal social commerce in action.
Remember when Fyre Festival was marketed as an “immersive music festival over two UGC and social commerce work well together because UGC is influential in driving
transformative weekends,” but the event was actually rain-soaked tents in a field with no electricity conversions. Nearly 80% of people say that UGC impacts their decision to purchase, making
or food? This is why people don’t trust marketers or advertisers. user-generated content and social commerce a match made in heaven.

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 d.Types of user-generated content Opinion leaders are respected, which allows us to have the ability to trust them. They earn their
User-generated content is this season’s must-have strategy for social media marketers, and it level of trust by becoming experts in their field. Their knowledge is a source for us that helps us
comes in many styles and formats to help you find the right fit for your brand. determine what products we want to purchase and consume.
• Images
• Videos Interest in issues
• Social media content (e.g., a Tweet about your brand) Opinion leaders are interested in an issue that influences their area of expertise. The way opinion
• Testimonials leaders become experts is by acquiring knowledge from issues that pique their interest. When they
• Product reviews focus their time and energy on these issues, they can influence the way we see these issues and
• Live streams how we respond to them.
• Blog posts
• YouTube content Ability to influence
Opinion leaders can influence the formation of public opinion with products or services. By having
And it’s not just consumers who are passionate about authentic content. 60% of marketers agree charisma and knowledge, opinion leaders can influence our perceptions and actions through the
that authenticity and quality are equally important elements of successful content. And there’s no words and actions they use.
other content type that’s more authentic than UGC from your customers.
Don’t be tempted to fake your user-generated posts or campaign. Audiences will quickly sniff out Knowledge
the false sentiment, which could seriously damage your brand reputation. Instead, always ensure Opinion leaders are knowledgeable about whatever products or services they are promoting. To
that your UGC comes from one of three cohorts: your customers, brand loyalists, or employees. become experts, they have to take the time to learn and gain knowledge on a product or service
People ultimately trust other people, so it’s essential to think of UGC as the modern-day word that they want to have influence over.
of mouth.
And with consumers 2.4 times more likely to view user-generated content as authentic compared Ability to easily convey information
to content created by brands, the time to invest in an authenticity-driven social marketing strategy Opinion leaders can digest, clarify and communicate information from the media to their audience.
is now. They are masters at public relations efforts and have a way with words that can influence their
11.OPINION LEADER audience.
a.Meaning
An opinion leader is someone who has mastered a specific market or industry and has established Strong social media presence
trust within a community as an industry insider or decision-maker. They have an audience or Opinion leaders understand the best way to find and reach their audience is to be active on social
following that trust them as a source of information for their interests. media. Being active on social media and sharing their information and opinions can easily
An opinion leader can make a career out of influencing their audience based on industry trends, influence the decisions of their followers. It's an easy way to interact with their followers, as well.
current events, and consumer behavior within the market. By making us feel special, it creates more of an opportunity to create influence and to relay their
message to a broader audience.
b.Characteristics of an opinion leader
Opinion leaders have several qualities that help them be successful as a trusted source of c.Examples of opinion leadership in culture
information in their area of expertise in the market. Characteristics of an opinion leader are: We depend on opinion leaders in culture to get us through many situations that occur in our day-
to-day lives. Here are some examples of the opinion leaders that we turn to for opinions and advice:

Sense of charisma
Opinion leaders have a sense of charisma that allows them to convey their message in a likable Family and friends
and influencing way. They tend to have personalities that we like and want to be around. Opinion One of the first and most common forms of opinion leadership we encounter in our culture is our
leaders act as role models and we typically want to emulate their way of living. family and friends. We seek advice from our family and friends anytime we need guidance. These
relationships have a significant impact on our decisions in life and have the ability to influence our
Respectability views and opinions of the world.
Family and friends have similar opinions, which can help shape our views. They are respected
members of our inner circle, which gives us a more effortless ability to trust their opinions.

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 If handled correctly, one negative review won’t really affect someone else’s opinion on your
Celebrities business; they can clearly see that if they had an issue, it would be dealt with effectively.
Celebrities have the most power and influence over an audience and are the most recognizable
opinion leaders. They have the most significant amount of reach with their audience because of Methods of getting peer review
their ability to use the media and social media to get their message out. We often want to emulate 1. Create A Template
the celebrities that we look up to and their brand becomes identifiable. Using your brand's visual identity, create several eye-catching social media templates for consumer
Celebrities represent products and services. Since they are familiar faces, we come to trust them feedback sized for your most popular platforms (e.g. Instagram stories, LinkedIn, etc.). Turning
and feel that they are an excellent resource for those products and services. Companies capitalize positive customer testimonials into branded content allows you to promote your products and
on their trust by selling their products to consumers. In return, the celebrity makes money for using services in a way that feels visually aligned yet natural and authentic to your customer base.
their influence. - Melissa Kandel, little word studio

Business leaders 2. Take An Emotion-Led Approach

Business leaders can change life as we know it. They listen and pay attention to the ways we use Shifting away from posts that are structured in a “this product is great, and this customer agrees”
and consume products and services and have the power to change the landscape of how we use way, and replacing that with a “see how happy this consumer is, now let me explain the product
those products and services. that made them so happy” format is one way to leverage the credibility that comes with customer
Business leaders in technology companies have the ability and influence the ways we use reviews. An emotion-led approach makes the reader more engaged with the product information
products like cell phones and computers. These opinion leaders use knowledge to gain information that follows. - Lynn Kier, Diebold Nixdorf
that makes their products better. Since technology is a field that's rapidly evolving, products will
get better with every generation. They use these advances to try and influence our want and need 3. Encourage User-Generated Content
to consume the latest technology. Leverage the creativity and authenticity of your customers to promote your brand on social media.
Business leaders that work with distributing merchandise like household essentials can Create a contest so customers can submit videos of themselves using your product, and your
influence the market over their competitors. They take time to listen to their consumers, and if they followers can participate by voting on their favorite video. If you can align your contest with a
hear that they want products faster and cheaper, they work to try and find solutions to meet that relevant, trending topic, you will gain extra traction. You also benefit by identifying brand
demand. If they can create a distribution system that can get products to consumers faster and the ambassadors. - Kay Midthun, Wisconsin Reinsurance Corporation
products are also cheaper, then they will increase their influence and trust.
4. Build A Rewards Program
12.PEER REVIEW Recording customer stories in professional studios or worse, hiring paid actors, is a strategy of the
Review posted by customer is known as peer review.Happy customers are one of the most effective past. The most successful testimonials are authentic and relatable, which means they are often
marketing tools you can get. user-generated content. Build a loyalty program that rewards brand evangelists for creating
Their feedback doesn’t just help you adjust your sales or customer service strategy. It can also YouTube videos or Instagram stories, and you can watch your organic reach grow. - Vincent
strengthen brand loyalty, convert more prospects, and power up your search engine optimization Phamvan, Vyten Career Coaching
(SEO) efforts.
Data shows that 89% of consumers don’t take action until they read reviews. Knowing how to best 5. Create Weekly Customer Features
present reviews to your target audience can help you achieve noticeable results without a high From user-generated content to tweets and reviews, you can reward and highlight customer love
marketing cost. each week on social media via reoccurring Instagram/Facebook stories and tag them so they can
Below, we highlight a few creative ways to inject customer reviews into your marketing strategy. reshare. This gives positive credit to the brand while giving fans a reason to post and share their
s with any business, there will come a time when a customer has something to say. Good or bad, love for a chance to be featured, increasing your overall UGC and mentions. - Dixie
many will choose to voice their opinion on social media. This could be your Facebook or Twitter Roberts, DKC/HangarFour
page for example.
Don't fear your customer. Take the opportunity to turn a negative into a positive. By 6. Share Why You're Proud
communicating with customers online it also shows others that follow you, that you have a Most reviews and testimonials say similar things: they love you and you've helped their business.
working system to satisfy every customer – no matter the issue. When putting on social, explain why you are sharing. If the message is: "Look! Someone likes
By addressing the issue head on and replying to customers on all these different social media us!" it is not enough. Use the caption to highlight differentiators, your variety of clientele and your
platforms, it’s a great way of showing there are real people behind your social media. capable employees. Explain why you are proud of the review and how your values are shining
through. - Ellen Sluder, RingBoost

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7. Leverage Video Testimonials
One of the best ways to capture customers' attention is to have video testimonials. When doing my
freelance PR work, I ask many of my clients to send me videos of them talking about how I've
helped them and why they enjoy working with me. When I post these videos to my social media
accounts, I see a large increase in business -- especially if the videos are from influencers.
- Christian Anderson, Lost Boy Entertainment Company & Bentley Records

8. Go Live With Your Clients

We've all seen the repetitive video testimonials and yes, they still are effective. Why not change it
up and do a livestream with one of your clients? Not only do you get them excited by granting
them some extra publicity, you also enable them to give real-time, authentic reactions to working
with you. It sounds scary, but a livestream implicitly builds trust, necessary to close your future
prospects. - Patrick Ward, Rootstrap

9. Focus On Instagram Stories And Videos Publicity

If you get great customer reviews or testimonials, turn them into video and Instagram Stories! Add Publicity focuses on public visibility and awareness. It's the process of attracting and shaping
great visuals, music, stickers, etc. so that people want to read and engage with them. Don't look at media attention. It can also include crisis management, brand awareness, and reputation
it as "bragging" about your product -- instead, try to give shout-outs and love to the people who development
took the time to review. And don't forget to repurpose user-generated content. - Christina
Hager, Ovations Digital Buzz Marketing
This type of word-of-mouth marketing improves viral awareness of a campaign or product. Buzz
10. Identify Reviews Worth Resharing marketing strategies spark passionate conversations in social circles both in-person and online.
Customers are constantly looking for word-of-mouth affirmation before they make a purchase
decision. One way to utilize reviews is through social listening to track customer sentiment and Viral Marketing
identify testimonials worth resharing. For example, this could mean engaging and retweeting a This type of marketing relies on a select audience to slowly spread awareness about a product or
customer’s comment about a positive shopping experience as well as repurposing to share on other brand. Viral campaigns usually meet business goals when they reach a wide public audience
owned channels. - Melissa Rivers, Mattress Firm beyond the initial target group.
Both viral and buzz marketing rely on word-of-mouth. But viral marketing should build over time.
13.Word-of-mouth marketing (WOMM) Viral marketing can also grow because of a negative reaction to messaging or content.
a.Meaning
Word-of-mouth marketing (WOMM) relies on audiences that organically share the word about Blogging
brands. WOMM takes many forms. It often includes a customer mentioning a product to friends Blogging can include writing, video, or other media that businesses self-publish online. This public
or a conversation about a brand between family members. forum gives brands a chance to develop customer trust and loyalty. It also helps them connect more
deeply to the lifestyles, habits, and beliefs of their audience.

b.Types of Word of Mouth Marketing Emotional Marketing

As the ability to connect with consumers online grows, so do the options for word-of-mouth Emotional marketing messages focus on specific human emotions to influence consumers. This
marketing. These are some of the most popular forms that WOMM might take for a business. type of word-of-mouth marketing is often image-based and created in response to current events
or recent news.

Referral Marketing
Referral marketing offers incentives to customers in exchange for promoting their products by
word of mouth. This lets your referrers share their opinion on any channel where they can connect
with potential customers.

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 also is a market research tool that helps reveal the sentiment or opinions of a given group of
Social Media Marketing people. The data mining process breaks down into four steps:
Word-of-mouth marketing includes both digital and offline outreach. One popular channel for • Data is collected and loaded into data warehouses on-site or on a cloud service.
digital word-of-mouth is social media. Social media marketing uses a range of social networks to • Business analysts, management teams, and information technology professionals access
connect with consumers. the data and determine how they want to organize it.
• Custom application software sorts and organizes the data.
14.Mining consumer generated media • The end user presents the data in an easy-to-share format, such as a graph or table.
a.Meaning
The term “consumer generated media” means content created and made available by consumers d.The Data Mining Process
to online websites and services on the Internet, including video, audio, and multimedia content. To be most effective, data analysts generally follow a certain flow of tasks along the data mining
CGM can include one-consumer-to-many applications such as photo sharing, publishing via blogs, process. Without this structure, an analyst may encounter an issue in the middle of their analysis
podcasting, social network videoblogging and the like, as well as “auteurs” looking to get their that could have easily been prevented had they prepared for it earlier. The data mining process is
content to an audience. usually broken into the following steps.
Consumer Generated Media (CGM) is online content created primarily by Internet users Step 1: Understand the Business
themselves—anyone other than professional writers, publishers or journalists, and made available Before any data is touched, extracted, cleaned, or analyzed, it is important to understand the
to other Internet users via interactive technology applications. This includes discussion boards, underlying entity and the project at hand. What are the goals the company is trying to achieve by
blogs, social network sites such as MySpace and LinkedIn, trip planners (Yahoo Trip Planner, mining data? What is their current business situation? What are the findings of a SWOT analysis?
IgoUgo), customer review sites like TripAdvisor, experience or photo sharing, and any other Before looking at any data, the mining process starts by understanding what will define success
opportunity for the consumer to share their knowledge and familiarity with a product or at the end of the process.
experience. CGM is available in various formats, including text, images, videos, podcasts, and
voting/ranking. Step 2: Understand the Data
Once the business problem has been clearly defined, it's time to start thinking about data. This
b.What Is Data Mining? includes what sources are available, how they will be secured and stored, how the information
Data mining is the process of searching and analyzing a large batch of raw data in order to identify will be gathered, and what the final outcome or analysis may look like. This step also includes
patterns and extract useful information. determining the limits of the data, storage, security, and collection and assesses how these
Companies use data mining software to learn more about their customers. It can help them to constraints will affect the data mining process.
develop more effective marketing strategies, increase sales, and decrease costs. Data mining relies
on effective data collection, warehousing, and computer processing. Step 3: Prepare the Data
• Data mining is the process of analyzing a large batch of information to discern trends and Data is gathered, uploaded, extracted, or calculated. It is then cleaned, standardized, scrubbed for
patterns. outliers, assessed for mistakes, and checked for reasonableness. During this stage of data mining,
• Data mining can be used by corporations for everything from learning about what the data may also be checked for size as an oversized collection of information may unnecessarily
customers are interested in or want to buy to fraud detection and spam filtering. slow computations and analysis.
• Data mining programs break down patterns and connections in data based on what
information users request or provide. Step 4: Build the Model
• Social media companies use data mining techniques to commodify their users in order to With our clean data set in hand, it's time to crunch the numbers. Data scientists use the types of
generate profit. data mining above to search for relationships, trends, associations, or sequential patterns. The
• This use of data mining has come under criticism lately as users are often unaware of the data may also be fed into predictive models to assess how previous bits of information may
data mining happening with their personal information, especially when it is used to translate into future outcomes.
influence preferences.
Step 5: Evaluate the Results
The data-centered aspect of data mining concludes by assessing the findings of the data model or
c.How Data Mining Works models. The outcomes from the analysis may be aggregated, interpreted, and presented to
Data mining involves exploring and analyzing large blocks of information to glean meaningful decision-makers that have largely been excluded from the data mining process to this point. In
patterns and trends. It is used in credit risk management, fraud detection, and spam filtering. It this step, organizations can choose to make decisions based on the findings.

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Step 6: Implement Change and Monitor
The data mining process concludes with management taking steps in response to the findings of
the analysis. The company may decide the information was not strong enough or the findings
were not relevant, or the company may strategically pivot based on findings. In either case,
management reviews the ultimate impacts of the business and recreates future data mining loops
by identifying new business problems or opportunities.

15.GAMIFICATION AND GAME BASED MARKETING

a.Meaning
Gamification marketing is an enhanced marketing technique that borrows design elements from
games to attract and retain customers. In gamified marketing, consumers are driven to perform an
action because it offers elements of competition or reward. These elements can run the gamut from
“spin to win” pop-ups all the way to actual video games.

b.Elements
Gamification marketing campaigns can take the form of gamified loyalty programs, interactive
quizzes, etc. Simple game elements can include:

• Points. Users can collect points by winning a game or each time they purchase something.
The points can be exchanged for a discount or free stuff. (Travel credit cards excel at this.)

• Badges. Award customers badges for accomplishing something. For

example, Grammarly sends writers badges like “Goal Crusher” for using their service a C.The seven benefits and advantages of gamification in marketing
LOT. As you may have already realized, there are plenty of advantages and benefits for your brand to
implement gamification in your marketing strategy. Below, we will break down the top seven
• Levels. Appeal to customers’ sense of achievement by offering bigger rewards for saving benefits of gamification and explain why they are so effective in the digital world.
more points. Think: 200 Starbucks Stars could get you a free sandwich…just saying. 1. Increase and improve user engagement
As users are encouraged to take specific actions with gamification, often engagement rates are
• Virtual currency. Invent your own money to be used only at your store, then use it to higher and better than those achieved in previous campaigns. Engagement can be the very first
reward frequent shoppers, like Kohl’s has done with Kohl’s Cash. step of a long-term relationship between the customer and the brand, which leads onto the next
benefit of gamified campaigns.
• Leaderboards. Post players’ names and scores on your website or social media to 2. Helps to grow brand awareness and loyalty
encourage competition. As said before, customers who keep your brand’s name in their minds for a long time after having
a fun experience with a branded game are a valuable asset for your business. Firstly, because they
• Countdowns. Challenge players to complete a task within a certain timeframe. may get emotionally attached to your brand, but also because – if that attachment occurs – they
are more likely to become loyal customers than indifferent or actively disengaged customers.
• Progress bars. Show customer’s progress toward reaching the next level. According to a recent publication made by Gallup, engaged customers represent “an average 23%
premium in terms of share of wallet, profitability, revenue, and relationship growth compared with
the average customer”. This is, according to the same publication, particularly true for the retail
banking, consumer electronics, restaurant, hospitality, and insurance industries.

3. Helps to gather useful customer data

Data is perhaps one of the most valuable assets for businesses these days. Combined with complex
AI, IoT, and machine learning systems, gigantic databases can provide businesses with the
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necessary tools to target the best customers, with the right offer, at the best time and place possible. 16.CONSUMER MOTIVATION FOR PLAYING ONLINE GAMES
However, gathering that data is not always easy and this is where gamification comes to play. By a.Advancement.
offering users the possibility of having a fun time, or even getting the chance of winning a prize The desire to gain power, progress rapidly, and accumulate in-game symbols of wealth or status.
or reward, they are likely to be more willing to give you potential data, which you can later use to Mechanics. Having an interest in analyzing the underlying rules and system in order to optimize
gain a better understanding of your target audience. character performance. Competition. The desire to challenge and compete with others.

4. Increases conversion rates b.The Social Component

As players engage with the gamified elements provided by your brand, they are more likely to Socializing. Having an interest in helping and chatting with other players. Relationship. The desire
respond to your CTA, than if it was a traditional banner ad or any other marketing method in order to form long-term meaningful relationships with others. Teamwork. Deriving satisfaction from
to win the rewards that you have attached to the interactive experience. This will help to improve being part of a group effort.
your conversion rates.
For example, imagine that you offer users a 20% discount from a quick interactive quiz on your c.The Immersion Component
website. The user is likely to take advantage of that discount and proceed to use it to make a Discovery. Finding and knowing things that most other players don’t know about Role-Playing.
purchase in your store or e-commerce site. Creating a persona with a background story and interacting with other players to create an
improvised story. Customization. Having an interest in customizing the appearance of their
5. Makes the promotional offers more interesting character. Escapism. Using the online environment to avoid thinking about real life problems.
Consumer behavior can be, many times, more emotional than rational. Often, the same offer or
product may be interpreted differently, depending on the context and circumstance of the approach. d.Self-Efficacy
As an example, users may ignore a clickable banner that advertises a 10% discount in the next Self-efficacy is an individual’s capability or strength that lets them complete milestones and
hours, but they may feel very excited by being rewarded the same 10% discount for passing three achieve their goals. When people have a strong belief that they can focus effectively, then they
levels in an interactive branded game. This is because customers will feel that they have “earned” meet challenges. For instance, the students in their academics and employees in their careers can
the discount, they have “battled” for it, so they will value it differently than if it is given to them achieve their individual goals only when they recognize their capabilities.
for no reason. Online games are a way to improve self-efficacy as it provides a space for users to understand
what capabilities they possess. In online games, the division of complex tasks into smaller tasks
6. Educates the customer with your products or services enables one to achieve a complex goal. Hence, self-efficacy gets stimulated using these massive
Gamification marketing can be a fun and easy way to explain what the main benefits of your accomplishments.
product or service are and therefore educate the users. That’s what Appetite did with Emmi Good
Day’s recently launched milk drinks, which offer a 60%-plus reduction in sugar. e.Improves Behavioural Aspects
Through a Fall Game, where the users needed to catch the milk and avoid touching the sugar cubes There are norms on how to behave with others in society. The social norms or rules set the attitude,
in order to accumulate points, Emmi educated the players about the new and healthier recipe for beliefs, and behavior of the individuals. While playing online games or using gamified
their drinks. applications, people consider acceptable behavior and understand the social norms. Social norm
behaviors tailored to the applications give room to learn various aspects of life such as exercise,
7. Helps to interact with customer more often daily diet, consumption of goods and resources.
For marketers, the ultimate goal of advertising their product or service with ads on websites and
apps is to attract and capture new customers. The first step is to catch the users’ attention and f.Intrinsic Motivation
encourage them to interact with the ad unit. Banner ads and pop-ups are often rejected or ignored The design elements of both gamification and online games aim at intrinsic and extrinsic factors
by users who are tired of seeing their journey interrupted by unrequested ads. So, trying to spread of motivation. Extrinsic motivation through rewards, badges, and points keeps the user motivated
your message through a fun and easy-to-play game may be a good way of reaching new users and whereas stimulates their inherent motivation. As far as passion, curiosity, and personal growth
hopefully converting them into customers a few steps later. matter for an individual, online games keep motivating the users with these intrinsic factors.

g.Win or Lose, it is all game!!

People might get excited when they win and feel low when they lose. However, realize it is part
of the game. Gradually they learn to make progress and perform better. One of the worth noting
qualities of online games is that they foster competitiveness. In a game, you might interact and
compete with a stranger, friend, or family member, which lets you be sportive and enjoy real fun.

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h.Intellectual training
Most of the online games are not easy to play, win then and there. The expert’s design is that if
you are not ready to understand the strategies and the logic before you start playing, then winning
chances are very low. Online games train your intellect and challenge your abilities, which is a
vital motivating factor for many online gamers.

i.Social Interaction
Though the pandemic has limited us to our homes, online games are the best platform to interact
with others and build a good rapport. Multiplayer games, group games, human-to-human
challenging games make a way to interact, learn and enjoy. In-app messaging, chats allow
individuals to share their gaming experience and the common likes that enhance the interactions.

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