what is digital media an intro for bssia

Moses GomesAt BSSIA, 6TH June 2014

How many have heard of Digital

Marketing / Internet Marketing?

Why is it so important?

130 MN Internet

users in India

900 MN Interne

t users in

India through

mobile

India ranks 3rd in world

in Internet penetration

40% of SME’s are

already spending

on Internet Mktg

A New Media Map

• What’s different?– Fast– Cheap– Accessible– Decentralised– Democratic– Flexible – Rapidly changing– And MASSIVE!

Massive: Size and Change

• eBay– 14 Million auctions

• Wikipedia– 6 Million articles– 50 languages

• YouTube– 100 Million videos

• Warcraft– 8 Million players

Do you have:• Website• Forum• Blog• Wiki• Social networks

• User• Group• Promo page

• Twitter

Do you:• Answer emails• Let users submit

content• Unmoderated?• Leaving up bad

comments?

• Join conversations going on in other places about you, your industry, your community?

• Have someone responsible for this?

Internet Marketing

Social media (SMO)

Search Engine optimization(SE

O)

Pay – Per – Click (PPC)

Internet Marketing

SEO

PPC

SMO

Social media is

• Having conversations online• and sharing of information• A new web tool or technology that connects people

The old communication model was a monologue, the new is a dialogue

Social media tools

• Blogs –

• Microblogs -

• RSS -

• Widgets -

• Social networks -

• Social bookmarks -

some more..

• Podcasts -

• Video sharing sites -

• Photo sharing sites -

• Virtual worlds -

• Wikis –

• Slide Sharing -

and some more…

Why social media is important

• Borderless-can reach an international audience• Multimedia opportunities: reach more audience• Drive traffic to your websites• Increase SEO• Gather feedback and build relationships with TA• Lower cost, but not free

Pitfalls of social media

• Skills/knowledge gap• Lack of understanding of etiquette• Loss of control• Can cause reputation damage• Often public, immediate and permanent• Viral in nature

DIY for Digital

Marketing / Social Media Marketing

Key points to look for in Website

• Meta Tags and Web page title

• Google analytics integration

• Domain name registration in your name

• Test Enquiry page• Search engine submission

(screen shots)• Google places registration • No internal webpage

scroll

• Original images, or purchase royalty free

• Content original or re-write

• Each product should have different URL with keywords and site map

• URL mapping with domain name

• Social media URLs creation

• Responsive website

Product mapping

Website title

Right click and click on view

page source, to view meta tags

Meta Tags, this should contain

all your keywords

Here check your domain registrar

details

Further it provides company

name, email id and other

details

Original images

Product URL

Site map for better SEO

results

Google Places registration

Submit URL to Google, yahoo, bling, AOL, etc

Monthly hits

No of hits

Key points in social media

• Customize URL for Facebook page after 25 likes https://www.facebook.com/StAngelos

• Customize URL in Google+ after one month usage https://plus.google.com/+dominos

• Complete profile for all the social media websites• Require different sizes of logos and cover images,

need to make those appeling

Customized URL

Cover image

and logo

Complete profile &

other details

Customized url

Cover image

and logo

Content

Company page on linkedin

Customized URL for Instagram

Customized URL for

handle

Cover image

Key points in SEO

• Website has to pass W3C rules• Most of the points are covered while making website• SEO helps a marketer’s website become listed

prominently on the Search Results Page of Search Engines (Google, Yahoo!)

• Write list of keywords like product names, generic names, competitor names, exhibition names, product required for process, etc.

• Do search online to generate a list and then use google keyword locator tool for finalizing the keywords

Outsource SEO

• Once you have made website, start the process of interacting with at least 10 SEO agencies and take quote.

• Quote varies for different countries since google is present in 220 countries

• Negotiate at phase wise deal, each phase will be six monthly and target 10 to 20 keywords for each phase and increase by 20.

• Get reference list of 5 clients, the keywords on which their SEO is being done. Do personal check on this and speak to references

• Check their SEO reporting format• Post this decide on the best agency or ask friends.

ONLINE ADVERTISING

• Contextually relevant ad placements (typical ad placements based on content that matches advertisers areas of interest)

• Rich-media (transactions and data gathering are built directly into the ad unit)

• Sponsorships• Affiliations (ad serving

networks that deliver click-throughs to your site)

• When someone is searching for your company you want to influence their results as much as possible. If you adequately represent yourself through internet marketing, you could influence the first seven or eight results of their search.

• Those organizations which neglect internet marketing are not only neglecting the lion’s share of lead generation opportunities, but they also risk being misrepresented by a competitor or a disgruntled consumer.

• Companies who don’t engage in internet marketing now are no better off than the organizations who neglected making their own website two decades ago.

Conclusion

Recommended Blogs and books

• Steve Rubel.com • Brian Solis.com • Neville Hobson.com • Ste Davies.com • PR Squared by Todd Defren • Mashable • Wolftstar

• Reality check by Guy Kawasaki• The Social Media Bible by Lon Safko and David K.

Brake• The New Rules of Marketing and PR by David Meerman

Scott• Crush It by Gary Vaynerchuck

For More Information – Follow me

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