Digital-Marketing-1-munotes

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DIGITAL MARKETING
Unit Structure
1.0 Objectives
1.1 Introduction
1.2 Meaning of Digital Marketing
1.3 Case for Discussion
1.4 Types of Digital Media
1.5 Industry Trends in the field of Digital Marketing
1.6 Spending of Indian Media on Digital Mark eting
1.7 Comparison between Digital Marketing and Traditional Media
1.8 Summary
1.9 Self-Assessment Test
1.0 OBJECTIVES After studying thi s module, you should be able to understand/gain:
 Knowledge about digital marketing
 Idea about Case discussion meth odology
 Assess the types of digital marketing
 Know about the industry trends in the field of digital marketing
 Knowledge about the various types of media
 Know about the pattern of consumer’s spending on digital marketing
 Comparison between digital marketi ng and traditional media
1.1 INTRODUCTION The concept of marketing is not new to this world. From time to time, the
evolution of marketing has witnessed many positive changes. From barter
to sales, from sales to production, from production to customer
satisfaction, the evolution of marketing brought significant changes by
keeping in mind the value of customer satisfaction.
The world in online 24*7 :
People see, hear, understand and perceive things more effectively, when
they associate anything with online. The concept of marketing is also
changing. Gone are those days when traditional methods of marketing
used to be adopted by marketers. The concept has been completely
replaced by modern methods like email marketing, mobile marketing, munotes.in

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Digital Marketing
2 content marketing, sal es force automation tools, social media advertising
and many more. Most of the concepts mentioned earlier come under the
head of digital marketing.
With the use of electronic devices and the internet, the things are being
conveyed to customers. The indust ry of digital marketing is booming not
only in India but all parts of the world. Understanding how globally the
market is working is very important in the field of digital marketing.
Online business is dynamic in nature. It changes very fast. One has to
move their marketing strategies by keeping in view the current scenarios
of business.
It is a popular quote by an eminent person regarding online business. If
your business is not online, soon it will be offline forever. In this world of
dynamism, marketers need to monitor the usage of the internet. The
strategies of competitors are well known as far as the traditional and
modern techniques of marketing are concerned. To survive in the market
digitally, one has to keep an eye on the usage of the internet by the
competitor. The comparison of the usage of the internet will help
marketers to understand the impact of digital marketing on their strategies.

Fig. 1.1: Digital Marketing: Why, When, What, How and Where
The concept of digital marketing is more about marketing and less about
digital. The efforts of digital marketing should be focused on connecting
the right products with the right customers at the right place. The focus of
digital marketing is to move people from one stage to the next stage. The
ultim ate objective is to generate revenue by maximizing customer
satisfaction. The objectives of digital marketing and traditional marketing
are the same but the mode of serving customers is different.
The scope of digital marketing is very vast and comprehens ive. It covers :
 Advertising
 Branding
 Social media
 Content
 Product
 Target
 Market analysis munotes.in

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3 1.2 WHAT IS DIGITAL MARKETING? Digital marketing is an act of promoting and selling goods and services
with the help of online marketing strategies. With the help of the internet,
a marketer promotes and sells products and services to the customers by
keeping in mind their needs and expectations. It mutually provides
benefits to the marketer and customer.
Any form of marketing that exists online is digital marketing. Digital
marketing can take many forms like online video and audio, display ads,
search engine, social ads, leads, social media posts, surveys, freebies etc.
The use of electronic devices is prominent in digital marketing. The
marketing specialist conveys and promotes the products by using
electronic devices. They measure the impact of digital marketing by
observing the sales revenue and ratio of new and returning customers.

Fig. 1.2: Concept of Digital Marketing
Digital marketing is often compared to tr aditional marketing. Magazines,
billboards, ads, direct messages and direct mails are a few examples which
encompass both. Numerous digital tactics and channels are used to
connect with the customers digitally. The platform where the customers
spend much o f their time online is also observed by the marketers.
1.3 CASE STUDY Instagram Infotech Limited is a leading name in the field of IT sector.
While reviewing their marketing policy, the management felt strongly that
there is a need to explore the business in terms of online purchase. Their
offline business is prospering and doing well. The next turn of
management is to expand business online. Mr. Kabir instructed the general
manager Mr. Prabhat to coordinate with Mr. Karim, the marketing head to
explore an d expand this idea. You are working as an intern in this
company and part of Mr. Karim’s team.
The idea of exploring and expanding was conveyed first to you by Mr.
Karim because of your outstanding performance last month. He is
expecting you to be a part of this idea, its plan and execution. During the
meeting, Mr. Karim along with Mr. Prabhat shared the whole idea with the
marketing team. They are expecting to implement this idea soon. Every
team member including you is expected to contribute their ideas regarding
the planning and implementation part.
You are good in marketing skills but when it comes to evaluating the
digital skills among your other team mates are concerned. You can
observe that they are really experts in this. Management doesn't want to munotes.in

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Digital Marketing
4 give much time to improve and provide training to the staff. They are
more concerned in implementing their idea of going online with the help
of digital marketing.
Questions for discussion :
1. As an intern, what are your views about this case?
2. Without training and proper knowledge, do you feel this idea should
be planned and implemented with the immediate effect?
3. If yes, what strategy should a company adopt at the initial level?
1.4 TYPES OF DIGITAL MEDIA Digital media refers to the media w hich uses any form with the help of
electronic devices for distribution. The types of digital media helps
companies to reach more people and helps in spreading the word about the
products and services of companies. To reach an audience, any type of
media t hat relies on electronic or digital technology is digital media.
Every type of digital media represents different advertisements, brand
popularity and diverse opportunities to interact with the audience. The
main purpose is to create content, building and strengthening brands and
involvement of customers. As far as the product is concerned, placing the
brand in front of customers is a crucial decision. Knowing and selecting
the right type of digital media is crucial.
The following are the types of digital media :

Fig. 1.3: Types of Digital Media
1. Earned Media :
Earned media is a type of media which a company earns. A company
earns through word of mouth and does not pay for it. If someone posts
anything about the products or services provided by the compan y and the
company has not paid anything in favor, this type of media is known as
earned media. munotes.in

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5 This type of media is most wanted because it costs nothing. Earned media
takes no time to create and usually looks favorable to third parties. In the
online env ironment, it is known as word of mouth. Examples are social
media post, blog, review video, review post, interview or any kind of
shoot out. This type of media is more organic and does not require any
direct investment.

2. Owned Media :
The company perma nently owns this media. Through this media, the
company generates direct content about its products and services. The
company also educates and engages people through this media. This type
of media are informative in nature.
Websites, blogs, YouTube chann els, Facebook pages, social media pages
are few examples of owned media. In simple words, owned media is that
which a company owns permanently.
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6 3. Paid Media :
For online businesses, paid media is an important component. It helps
companies to generate re venue, growth and awareness for their brand as
far as their online business is concerned. Paid media is that kind of media
where to promote brand companies pay an amount to externals or third
parties. It involves pay -per-click advertising, branded content, display ads,
facebook ads etc.
Examples of paid media are Google Ads, social media ads, as well as
more traditional options such as television commercials, print ads, and
billboards.

1.5 INDUSTRY TRENDS IN THE FIELD OF DIGITAL MARKETING In the field of digital marketing, the trends of industries are changing at a
very fast pace. The shift towards digital marketing is not new. The
technique is cost effective. People are online everywhere. The trends are
showing positive results in terms of sales revenue, popularity and brand
awareness.
Business world is dynamic. Every year new things are approaching and
getting introduced by the marketers. In the field of digital marketing, the
following are the recent industrial trends helping marketers and companies
to promote growth. munotes.in

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Fig.1.4: Industry Trends
1. Virtual Reality :
As the name suggests, virtual reality is the use of computer technology to
create situations which seem to be real. The computer technology is used
to create a simulated environment. It allow s the users to experience and
interact with a virtual world which is not real. It is a potential tool for
learning, education and entertainment. The simulated environment is
perceived through a device known as a virtual reality headset. The
possibilities in virtual reality are unending.

Source: https://www.business2community.com/tech -gadgets/10 -
excellent -examples -branded -conte nt-virtual -reality -01583560
2. Personalization :
The concept of personalization is in high demand. It is the act of meeting
the expectations of the consumers by understanding their needs and wants.
It’s about tailoring or customizing a product or service a s per the needs
and wants of the customer. The act of personalization is highly personal
and customer centric. Companies as per their expectations come out with munotes.in

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8 the products. Through questions, surveys and other modes, many
companies are personalizing and customizing products with attractive
packaging to make customers happy and feel special.
Some examples of personalization which are very compelling can be
observed below :
 Skin Care products like Mamaearth, Lakme, Maybelline.
 Hair products like Vedix, Par achute.
 Sport shoes companies like Nike, Puma, Reebok.
 Products offering kids names on various products.
 E-commerce companies like Myntra, Flipkart, Amazon
 Starbucks tracks orders and rewards

Source: https://food.ndtv.com/food -drinks/starbucks -to-open -first-store -
in-pune -693912
3. Artificial Intelligence :
To connect with the customers, many companies have adopted artificial
intelligence. With the help of artificial intelligence, marketers predict
customer behavior based on the intelligence learned. The prediction is
based on the previous brand interactions. It helps to discover insights
about the customers and sales prospective.

Source: Dataquest munotes.in

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9 4. Influencer Marketing :
Influencer marketing is a combination of new and old techniques of
marketing. It is a type of social media marketing. As the name suggests,
with the help of celebrities or famous faces the company endorses or
presents products or services in front of customers. It states the
collaborations between brands and influencers. Influencers a re paid to
promote products and services of a company.

Source: Digitalscholars.in
5. Voice Search :
Voice search is the future of digital marketing. As the name reveals itself,
Voice search is when you search for something with your voice instead of
typing it. With the help of speed recognition technology, this trend allows
users to search products and services with the help of voice. Siri, Alexa
and Google Assistant are some famous and most popular examples of
voice search.

Source: Google.com
6. Conve rsational Marketing :
Conversational marketing is a dialogue driven approach. The way
companies communicate with customers is changing day -by-day. The
trend which is based on one -to-one communication between company and munotes.in

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10 user is known as conversational marke ting. This strategy allows the user to
create a conversation with the customer.
With the help of the Flipkart Assistance service, one can chat with the
company’s executive and if the problem is not resolved, one can request a
call as per his/her convenien ce in preferable language and time slot. They
do provide the service of putting an email as well.

Source: https://www.impactplus.com/blog/6 -examples -of-conversational -
marketing -done -perfectly -right
1.6 SPENDING OF INDIAN MEDIA ON DIGITAL MARKETING The spending of marketers is increasing on digital media. As of 2021, the
revenue generated by digital advertising across India was valued at around
246 billion Indian rupees. There is some data collected in this regard from
various surveys, articles and reports. Let's have a look -
 The FMCG sector had a 34 percent share in the total digital ad
expenditure in 2021.
 The expenses are projected to grow in future. It is estimated that the
expenses are projected to increase at 15.2% in 2023 and 15.7% in
2024, the highest for any market in the world. (Global Ad Report
Forecasts)
 India is ranked at number 9 in terms of size and spending on digital
marketing.
 In 2022, the Indian advertising market will hit $11.1 billion.
Television ads are expected to increase at 14.5% comparative to last
year.
 Social media is leading in spending at 29% followed by online video
which stands at 28% and display banner claim by 16% . (dentsu -e4m
Digital Advertising in India 2022) munotes.in

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11  There is a significant growth in over -the-top (OTT) platforms,
connected TV, online gaming, and e -commerce.
 In 2023, it is expected that the growth will increase as the popularity
of this platform is increas ing among users.
 Online marketing is promoting products and services of different
companies. The digital media platforms are demanding more
investments and creating more avenues of income for marketers.

Source: Oriflame
Oriflame is a Sweden based compan y. They do not have stores. Through
digital ads, digital print media and whatsapp groups, they run their
business. It is a networking based business highly reliable and dependent
on digital marketing.
1.7 COMPARISON BETWEEN DIGITAL MARKETING AND TRADITION AL MARKETING Traditional marketing involves traditional channels through which
marketer promotes products and services. Traditional marketing is a very
old type of marketing. With the help of billboards, printed media, ads,
direct mail, phone etc. The mark eter informs customers about products
and services. The form of traditional media is also changing with the
modern pace of time.
Any form of marketing that exists online is digital marketing. Digital
marketing can take many forms like online video and aud io, display ads,
search engine, social ads, leads, social media posts, surveys, freebies etc.
Digital marketing is an act of promoting and selling goods and services
with the help of online marketing strategies. With the help of the internet,
a marketer pr omotes and sells products and services to the customers by munotes.in

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12 keeping in mind their needs and expectations. It mutually provides
benefits to the marketer and customer.
Traditional marketing is an offline type of marketing that utilizes media,
TV, or magazine to advertise any business's services and products. The
engagement of customers cannot be ascertained accurately. The
conversion of a customer comparative to digital is also low. The nature of
traditional marketing is static.
Digital marketing is an online type of marketing that utilizes the internet
and social media for advertising businesses. The engagement of customers
comparative to traditional marketing is high. The conversion of a customer
is also high. The nature of digital marketing is dynamic in na ture.
Traditional marketing is more expensive and less effective while digital
marketing is less expensive and more effective. The results are very quick
in digital marketing. Tweaking is possible in case of digital marketing. In
the case of traditional m arketing once the ad is published, tweaking is not
possible.
1.8 SUMMARY  The concept of marketing is changing. Gone are those days when
traditional methods of marketing used to be adopted by marketers.
The concept has been completely replaced by modern m ethods like
email marketing, mobile marketing, content marketing, sales force
automation tools, social media advertising and many more. Most of
the concepts mentioned earlier come under the head of digital
marketing.
 Any form of marketing that exists onli ne is digital marketing. Digital
marketing can take many forms like online video and audio, display
ads, search engine, social ads, leads, social media posts, surveys,
freebies etc. The use of electronic devices is prominent in digital
marketing. The marke ting specialist conveys and promotes the
products by using electronic devices.
 Digital media refers to the media which uses any form with the help
of electronic devices for distribution. The types of digital media helps
companies to reach more people and helps in spreading the word
about the products and services of companies. To reach an audience,
any type of media that relies on electronic or digital technology is
digital media. There are three types of digital media - Owned media,
paid media and earned media.
 In the field of digital marketing, the trends of industries are changing
at a very fast pace. The shift towards digital marketing is not new.
The technique is cost effective. People are online everywhere. The
trends are showing positive results in terms of sales revenue,
popularity and brand awareness. Virtual reality, personalization, and
artificial intelligence are some trends in industry as far as digital
marketing is concerned. munotes.in

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13  The spending of media on digital marketing is projected to grow in
future. It is estimated that the expenses are projected to increase at
15.2% in 2023 and 15.7% in 2024, the highest for any market in the
world. (Global Ad Report Forecasts)
 Traditional marketing is an offline type of marketing that utilizes
media, TV, or magazine to advertise any business's services and
products. The engagement of customers cannot be ascertained
accurately. Digital marketing is an online type of marketing that
utilizes the internet and social media for advertising businesses.
1.9 SELF ASSE SSMENT TEST Section A - Descriptive Questions :
01. Explain the concept of digital marketing.
02. Highlights the contribution of digital marketing in promoting products
and services. How it is proved to be beneficial for the marketers and
companies?
03. Write a note o n spending of Indian media in the field of digital
marketing?
04. Point out the important points of comparison between traditional
media and digital media.
05. Explain the recent trends in the industry.
06. “Traditional marketing is not dying, it is evolving” - Commen t.
Section B - Multiple Choice Questions :
01. ………………… does not fall under the category of digital
marketing.
a) TV
b) Radio
c) Billboards
d) All of the above
02. Which of the following is not specifically required by the search
engines?
a) Poor user experience
b) Keyword stuf fing
c) Buying links
d) All of the above munotes.in

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14 03. Micro -blogging can be defined as __________.
a) Mobile related blogs
b) Blogs posted by companies instead of an individual
c) Blogs encompass limited individual posts, which are typically
limited by character count.
d) None of t he above
04. Which of the following are essentially required to make a business
case for content marketing?
a) Industry best practices.
b) Objectives and KPIs.
c) Impacts and challenges.
d) All of the above
05. Who is t he father of digital marketing?
a) Philip Kotler.
b) Bruce Clay India.
c) Justin Hall.
d) None of the above.
06. The major advantage of Online/Digital marketing is
a) Low-cost marketing method.
b) Online marketing is market ing in addition to informative.
c) Trackable.
d) All of the above.

*****
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15 2
INTERACTION OF CUSTOMER WITH
DIGITAL MEDIA
Unit Structure
2.0 Objectives
2.1 Introduction
2.2 Customer Interaction
2.3 Customer consumption trends of digital media
2.4 Role of digital media in consumer decision making process
2.5 Behavioral Targetin g
2.6 Contextual Targeting
2.7 Summary
2.8 Self-Assessment Test
2.0 OBJECTIVES After studying thi s module, you should be able to understand/ gain:
 Understand the concept and importance of customer interaction
 Knowledge about the customer consumption tr ends of digital media
 Know about the role of digital media in consumer decision making
process
 Evaluate the role of behavioral targeting
 Assess the significance and role of contextual targeting
2.1 INTRODUCTION Digital interaction with customers is an ess ential element for the
companies to promote products in a comprehensive way. Social
interaction is an umbrella term that involves two -way conversation
between customers and companies. The pattern of behaving digitally is a
popular method to talk, review, p raise or criticize any product. Customers
are shifting their communication to social media platforms for praise,
criticism and everything in between. When companies contact their
customers, it creates a huge impact on customer satisfaction and retention.
Every fruitful interaction has the potential to turn a first shopper or first
time shopper into a lifetime fan. We can call this process a digital
engagement. Digital engagement is the process of interacting with
customers with the help of some digital pl atforms. To build relationships,
companies contact their customers with the help of some digital platforms
to retain and sustain their customers. Through digital engagement, a munotes.in

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16 company can build trust and confidence about the products and services
among cus tomers. Connectivity and communication with customers are
important elements of marketing.
Customer is the king of the market. Customers interact with the businesses
in many ways. Social media is giving an opportunity to companies to
connect with their cus tomers through various ways. The hardest part for
every marketer is not securing the transaction but retaining the customer
after that transaction. Customers want to feel like they have a connection
with the brand. Brand loyalty is an important factor. An increasing number
of brands are using social media interaction strategy to measure brand
loyalty and commitment among customers. What is your product? Is it an
important question? But, how do you make them feel when they first see
the ad? How they associat e themselves with the product is a more
important aspect to be considered.

Source: Twitter
The example of Nike can be taken to understand how the brands are
interacting digitally with the customers. Nike is not selling shoes but they
are selling attitud e, we can say.
2.2 CUSTOMER INTERACTION Customer interaction is an act of communication between customer and
company. The interaction can happen through messages or calls. Every
interaction with the customer is a chance for the company to gain more
sales, loyalty and competitive advantage. Companies are creating social
media interaction strategies to communicate directly with the customers. A
dedicated team is working day and night to address the calls and messages
of customers. munotes.in

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Interaction of Customer with Digital Media
17 Customer engagement is an important part of customer interaction.
Customer engagement is important because it is good for businesses.
Many customers have increased their social media search to explore and
know about new products and services. Many customers expect that the
company should interact with them on social media. Every customer when
purchasing through an online market goes through the review section to
ensure that the product is good. It is a result of customer satisfaction that
he is taking his time to write a review abou t your product.
Giant companies like Amazon, Flipkart and Myntra are working on
creating a special feeling by giving a name to their customers. Amazon
uses Prime Member word, Flipkart uses Plus Member and Myntra uses
Insider title for their premium and re turning customers. In this way, they
make the person feel special once they open the app or website of the
respective E -commerce company.
Customers like posts, comment, and post their reviews about the products.
If the company is good in keeping pace with the customers, they reply
instantly. Customers even follow brand accounts. Pressing the follow
button on the brand’s social media page is the first step in making them an
active member of the community of that brand. Customers leave service or
product rev iews as well. The first thing a new customer will go through is
the review section. New customers before buying the product will see the
product first after liking the product, they will search the positive reviews
or negative about the product. In this wa y, this act of customer interaction
helps the new customers to become the lifetime customer of the company.
Few examples of how brands are interacting with customers. Let’s have a
look:

Source: Twitter munotes.in

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18

Source: Facebook

Source: https://mention.com/en/blog/social -customer -service/
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Interaction of Customer with Digital Media
19 As per the Manifest’s 2019 Consumer Social Media Survey, people are
more likely to buy from a brand they follow on Facebook. 52% of people
have shared t heir strong opinion regarding Facebook. Instagram stood at
16% while others visible in the picture stood at 11%, 10%, 6%, 2%, 2%
and 1% respectively.
80% of customers are managing their interaction and relationships with
the company without interacting wi th humans. Many companies are very
quick and responsive in connecting with their customers. They are
available online 24*7. Through chats, calls and social media, brands are
interacting with customers.
2.3 CUSTOMER CONSUMPTION TRENDS OF DIGITAL MEDIA Worl d is dynamic in nature. Nothing is static. After covid -19 Pandemic,
the preferences and choices of customers have changed. Their shift of
buying things offline has been converted to buying things online. The
customer is online 24*7 seeking affordable and i nnovative products. There
are many ways through which the consumption pattern of customers is
changing. The pandemic has significantly altered the consumption pattern
of customers.
A customer has access to more devices he/she has ever had before. Thanks
to the telecommunication revolution, searching anything is just a second
away. The preferences of consumers are shifting from traditional media to
digital media. Customers are spending more time on digital forms of
media rather than traditional media.

Source: The Wall Street Journal
Online shopping has become a norm in the 21st century. Sellers are
implementing new policies as far as digital media and marketing is
concerned. The customer consumption pattern of digital media is
increasing day by day.
With the help of following measures, the consumption pattern of
customers can be increased more digitally : munotes.in

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Fig. 2.1 Consumption Pattern of Customers
1. Social media is king:
This is a fact of today. To increase the consumption of customers on their
brands, t he company needs to broaden and explore their ways of doing
advertisements to attract more and more customers. Customer retention
also will be considered. Limiting ads to one or two platforms may result in
customer neglect or loss. Companies should explore more and more social
media platforms.
2. Right Way of Messaging:
Correct way of messaging is another important element to increase the
consumption of customers digitally. Customers are online but are they
online for your product, this is a question. Mess aging them emphatically
can do wonders. Pandemic has changed many people's lives forever.
Brand association through right messages may create a positive impact
about the company and brand.
3. Smartphones:
Smartphones or mobiles are a fourth basic need of humans now -a-days.
Many users are spending their time on smartphones. Today’s generation is
much more aware about the significant changes occurring in the field of
digital media. To increase the consumption of customers on their brands, a
company can targe t this device to increase and enhance sales through
digital media.
For example, big brands like Nike, Puma, Big Bazar send direct messages
to their registered customers to make them aware about the discounts and
exciting offers. munotes.in

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Interaction of Customer with Digital Media
21 4. Audio and Video Content :
Navigating a new digital strategy is challenging. A marketer must
understand the consumption pattern of the customer. Gone are those days
when customers preferred traditional media like TV, Print or Radio. Their
preference as mentioned earlier has shifte d to digital media. Creating
video and audio for the customers can increase their consumption on
brands. They associate themselves with the voice and audio more.
5. E-commerce Channel:
A brand presence online must be strong as far as the E -commerce platfor m
is concerned. For small businesses, having a strong online presence is
going to be fruitful. They can expand their customer base and connection
with the existing and new clients. Selection of the right channel is needed
to run any business online. Many b rands are preferring many platforms to
explore the customer base. If someone is a big fan of Myntra, others may
use Amazon.
Apart from these, environment friendly products and services must be
promoted and its association with the brand must be recognised in the eyes
of the customers. The example of the given environmental friendly
products can be considered like wood brushes, sustainable bottles, baskets
and packaging. Apart from these, there are many examples and customers
are buying and investing their money and time in using these products.

Source: switch -asia.eu munotes.in

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22

Source: Pinterest
2.4 ROLE OF DIGITAL MEDIA IN CONSUMER DECISION MAKING PROCESS The consumer decision making process is very complex in nature. It is
affected by so many factors. Brand ass ociation plays an important role in
the consumer decision making process. Digital media is playing a pivotal
role in changing consumer thinking and likings. The way the customers
are perceiving brands is changing day by day. Pandemic has changed the
lifest yle of people. Digital media is a web -based technology.
Digital media has become a necessity for people as well as for
organization. Through digital media, an organization can reach out to their
customers. A recent report has suggested that India’s digita l market is
expected to grow ten times in 10 years. In the wake of Covid 19, the
adoption of digital media has increased. The digital media platforms are
gaining more popularity and are proving successful. The perception of
consumers is changing due to dig ital media because the brand is just a
second away when it comes to searching anything. munotes.in

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Interaction of Customer with Digital Media
23 People feel social media means Facebook, Instagram, Twitter etc. It’s true
that Social media is king in the field of digital media. The term digital
media is very wide and does not confine its wings to only social media. It's
true that the dominance of social media in digital marketing is increasing
day by day. People apart from the famous social media apps or sites are
considered to use blogs, social networks, bookmarki ng, social media
concerts, media sharing, micro blogging, influence marketing etc.
Thanks to digital media, the Indian advertising industry survived the
blows of the pandemic to register a 14% growth. People were skeptical
about buying anything online. S ame people are purchasing products
online. Due to change in consumer’s perception and mentality, the brands
are compelled to adopt a digital approach as far as dealing with customers
is concerned. Things are changing rapidly and so are the expectations of
consumers. Social and physical distancing during Pandemic has provided
a way to the new era of digital marketing which is increasingly getting
famous day by day.
Radi, Television Podcasts, Mobile Apps, Social networking sites are few
examples of digital media

Fig. 2.2 Types of Digital Media
Apart from this, in the field of digital marketing these types are majorly
contributed and gaining popularity. The scope of digital marketing and
consumption of customers on digital marketing has significantly munotes.in

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Digital Marketing
24 increa sed. As per the reports, the increment will be more progressive in
future as well.

Source: Intellipaat
 Search Engine Optimization (SEO): SEO is an act through which a
company can allow even a small business to drive traffic to its website
over a period o f time.
 Search Engine Marketing (SEM): Search Engine Marketing is an
act of paying to get your website or business to rank higher on the
search engine results page (SERP).
 Pay-per-click (PPC): It is a form of paid advertising.
 Social Media Marketing (SMM): Marketing is done through social
media.
 Mobile Advertising: Using mobile phones as a means of doing
marketing.
 Content Marketing: Blogs, video or any other type of content to
attract people.
 TV/Radio Advertising: Common medium of doing marketing.
 Influen cer Marketing: Promoting products and services through
influencers.
 Viral Marketing: To promote brand awareness, viral marketing is
used.
2.5 BEHAVIORAL TARGETING Human behavior is caused. Whatever a human being does, there is a
reason behind this. Accep ting or rejecting any brand is a personal decision
of an individual. Studying behavior behind this decision and acting
accordingly is known as behavioral targeting. The people’s activities are munotes.in

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Interaction of Customer with Digital Media
25 used to determine which advertisements and messages will reson ate most
with them. It is more or less like personalized marketing.
Targeting and triggering the behavior of customers while decision making
is an important study which a marketer needs to understand to act. On the
basis of data, a marketer can personaliz e marketing for their brands.
Customers associate themselves with brands. They feel that the brand is a
part of their life. Behavioral considerations play an important role in
retaining customers. If a customer is close to a brand. He/she will rarely
think of leaving this brand and adopt the new one.
Understanding customer behavior is an essential step. By understanding
their behavior, the company sets some goals and targets to achieve as far
as customer need based evaluation is concerned. If a customer is visiting a
website, and going through the reviews to buy shoes. He/she is interested
in buying those products. This can be considered as one of the example of
behavioral targeting.
On the basis of behavioral targeting, companies are able to segment
shopp ers based on more than their actual behaviors. The web user
information is used to strengthen advertising campaigns online. It is a
powerful tool that creates an opportunity for businesses to understand
better and meet the needs of the customers. For the t arget audience, this
approach involves the choices of buying any product on the basis of
behavior analysis. It is a practice of segmenting customers based on web
browsing behavior.
2.6 CONTEXTUAL TARGETING There is a difference between contextual targetin g and behavioral
targeting. Studying behavior behind this decision and acting accordingly is
known as behavioral targeting. The people’s activities are used to
determine which advertisements and messages will resonate most with
them. It is more or less li ke personalized marketing. Contextual targeting
is an act of displaying ads based on a website's content.
Rather than annoying or irritating, the ads are displayed in an effective
way to convey the message and promote the products. The context in this
regard is very clear to please and attract the customers. The contextual
targeting is important because it provides useful information to the
marketers/advertisers about the type of content which is going to be
beneficial for the company and product.
Matchi ng the ads with the relevant sites is also one of the important
features of contextual targeting. The product being sold in the ad must be
relevant to the placement of a display advertisement. Contextual targeting
works in this direction. The content of t he ad is directly related to the
content on the site.
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26 Contextual targeting is a hyper -targeted advertising. It uses :
 Keywords
 Content
 Topics
 Demographic users
 Browsing habits
 Places etc.
2.7 SUMMARY  Digital engagement is the process of interacting with customers with
the help of some digital platforms. To build relationships, companies
contact their customers with the help of some digital platforms to
retain and sustain their customers.
 Customer engagement is an important part of customer interaction.
Customer engagement is important because it is good for businesses.
Many customers have increased their social media search to explore
and know about new products and services. Many customers expect
that the company should interact with them on social media .
 Customers like posts, comment, and post their reviews about the
products. If the company is good in keeping pace with the customers,
they reply instantly. Customers even follow brand accounts. Pressing
the follow button on the brand’s social media page i s the first step in
making them an active member of the community of that brand.
 Online shopping has become a norm in the 21st century. Sellers are
implementing new policies as far as digital media and marketing is
concerned. The customer consumption patte rn of digital media is
increasing day by day.
 Digital media has become a necessity for people as well as for
organization. Through digital media, an organization can reach out to
their customers. A recent report has suggested that India’s digital
market i s expected to grow ten times in 10 years. In the wake of
Covid 19, the adoption of digital media has increased. The digital
media platforms are gaining more popularity and are proving
successful.
 Understanding customer behavior is an essential step. By
understanding their behavior, the company sets some goals and targets
to achieve as far as customer need based evaluation is concerned. If a
customer is visiting a website, and going through the reviews to buy
shoes. He/she is interested in buying those prod ucts. This can be
considered as one of the examples of behavioral targeting. munotes.in

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Interaction of Customer with Digital Media
27  Contextual targeting is an act of displaying ads based on a website's
content. The contextual targeting is important because it provides
useful information to the marketers/adver tisers about the type of
content which is going to be beneficial for the company and product.
2.8 SELF ASSESSMENT TEST Section A - Descriptive Questions :
01. Explain the importance of customer interaction with digital media.
02. What is digital interaction and social interaction?
03. Explain the customer consumption trends of digital media.
04. Explain the consumption pattern of customers. Highlight the factors
which affect his/her decision making.
05. Elaborate the various types of digital marketing.
06. What is behavioral ta rgeting? Explain the benefits attached to this
type of targeting.
07. Explain the concept of contextual targeting.
Section B - Multiple Choice Questions :
01. This can be described as creating a situation or mechanism through
which a marketer and a customer (o r stakeholders) interact, usually in
real time:___________
a) Passive marketing.
b) Interactive marketing.
c) E-marketing.
d) Direct marketing.
02. Social media marketing focuses on -
a) Social platform
b) Individual shop
c) Wholesale market
d) All of the above

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28 03. A form of marketing communications that uses the internet for the
purpose of advertising, aiming to increase website traffic and/or
encourage product trial, purchase, and repeat purchase activity is
called:
a) Search marketing.
b) Email marketing.
c) Internet advertising.
d) Social web marketing
04. Identify the platforms for social media marketing -
a) Instagram
b) Facebook
c) Twitter
d) All of the above
05. Which term is used in reference with Twitter?
a) Post
b) Tweet
c) Twinks
d) Story


*****
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29 3
SEARCH ENGINE OPTIMIZATION (SEO)
Unit Structure
3.0 Objectives
3.1 Introduction
3.2 Need for SEO
3.3 Strategies
3.4 Methods
3.5 Integration with Google Analytics, analysis of reports & metrics
3.6 Summary
3.7 Self-Assessment Test
3.0 OBJECTIVES After studying this unit students will be able to:
 Understand the concepts of SEO and its growing impact and Need
 Know the advantages, challenges , impact
3.1 INTRODUCTION Search engine optimization (SEO) is the practice of orienting your website
to ran k higher on a search engine results page (SERP) so that you receive
more traffic . The aim is typically to rank on the first page of Google
results for search terms that mean the most to your target audience.
Search engine optimization (SEO) is the art and science of getting pages to
rank higher in search engines such as Google . Because search is one of the
main ways in which people discover content online, ranking higher in
search engines can lead to an increase in traffic to a website.
Search engines provi de results for any search query a user enters. To do
so, they survey and “understand” the vast network of websites that make
up the web. They run a sophisticated algorithm that determines what
results to display for each search query.
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30 3.2 NEED FOR SEARCH ENGINE OPTIMIZATION (SEO) SEO is crucial because it makes your website more visible , and that means
more traffic and more opportunities to convert prospects into customers.
There are 15 reasons that offer some clarity, regardless of the industry or
busine ss size, as to why businesses need SEO to take their brand to the
next level.
1. Organic Search is Most Often the Primary Source of Website
Traffic:
Organic search is a massive part of most businesses’ website performance
and a critical component of the buyer funnel and ultimately getting users
to complete a conversion or engagement.
Google, being the most visited website in the world (and specifically in the
United States), also happens to be the most popular email provider
globally with more than 1 billion users.
YouTube is the second biggest search engine and over 2 billion people
access it at least once a month.
2. SEO Builds Tr ust & Credibility:
The goal of any experienced SEO is to establish a strong foundation for a
beautiful website with a clean, effective user experience that is easily
discoverable in search, thanks to the trust and credibility of the brand and its
digital p roperties.
In addition to the factors mentioned above, authority is accrued over time
as a result of aspects like:
 Natural links .
 Positive user behavior.
 Machine -learning signals.
 Optimized on -page elements and content .
Establishing a brand as an authority takes patience, effort, and commitment
and relies on offering a valuable, quality product or service that allows
customers to trust a brand.
3. SEO is the Best Wa y to Understand the Voice of the Consumer:
SEO data and formats – spoken or word – gives us clear signals of intent and
user behaviour.
It does this in many ways:
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31 SERP analysis.
Analytics data and AI insights.
4. Good SEO Also Means a Better User Experience:
User experience has become every marketer’s number one priority.
Everyone wants better organic rankings and maximum visibility. However,
few realize that optimal user experience is a big part of getting there.
Google Page experience update is something that marketers in all industries
will need to adhere to and is part of their longstanding focus on the customer
experience.
A clear example of building a solid user experience is how Google has
become more and more of an answer engine offering the sought -after data
directly on the SERPs (search engine results pages).
5. Local SEO Means Increased Engagement, Traffic & Conversions:
With the rise and growing domination of mobile traffic, local search has
become a fundamental part of small - and medium -sized businesses’ success.
Local SEO aims at optimizing your digital properties for a specific vi cinity ,
so people can find you quickly and easily, putting them one step closer to
a transaction.
Local optimizations focus on specific neighbourhoods, towns, cities,
regions, and even states to establish a viable medium for a brand’s
messaging on a local level.
6. SEO Impacts the Buying Cycle:
Research is becoming a critical element of SEO, and the importance
of real-time research is growing.
Using SEO tactics to relay your messagin g for good deals, ground -
breaking products and services, and the importance and dependability of
what you offer customers will be a game -changer.
Local SEO enhances that visibility and lets potential customers find the
answers and the businesses providing those answers.
7. SEO is Constantly Improving and Best Practices are Always Being
Updated:
It’s great to have SEO tactics implemented on a brand’s website and across
its digital properties.
Being proactive and monitoring for significant algorithm changes i s always
going to benefit the brands doing so.
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32 8. Understanding SEO Helps You Understand the Environment of
the Web:
With the always -changing environment that is the World Wide Web, it can
be a challenge to stay on top of the changes as they take place.
But staying on top of SEO includes being in the loop for the major changes
taking place for search.
Knowing the environment of the web, including tactics being used by
other local, comparable businesses and competitors, will always be
beneficial for those brands.
9. SEO is Relatively Cheap and Very Cost -Effective:
SEO is relatively inexpensive in the grand scheme of things, and the payoff
will most likely be considerable in te rms of a brand’s benefit to the bottom
line.
10. SEO is PR:
SEO helps build long -term equity for your brand. A good ranking and a
favourable placement help elevate your brand’s profile.
Having a good user experience on your website means your messages will
be heard, and your products or service sell.
11. It’s a Long -Term Strategy:
SEO can (and hopefully does) have a noticeable impact within the first year
of action being taken, and many of those actions will have an effect that lasts
more than several years .
As the market evolves, it’s best to follow the trends and changes closely.
The more SEO time, effort, and budget committed to it, the better and longer
a website stands to be a worthy c ontender in its market.
12. It’s Quantifiable:
While SEO doesn’t offer the same easy -to-calculate ROI as paid search,
you can measure almost anything w ith proper tracking and analytics.
Still, it is worth understanding how specific actions are supposed to affect
performance and growth, and hopefully, they do.
Any good SEO will aim at those improvements, so connecting the dots
should not be a challenge.
13. SEO Brings New Opportunities to Light:
High -quality SEO will always find a means of discovering and leveraging
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Search Engine Optimization (SEO)
33 Offering quality SEO to brands means submersing an SEO team in
everything that is that brand. It’s the only way to truly market a brand with
the passion and understanding that its stakeholders have for it: becoming a
stakeholder.
New opportunities with SEO today can come in many ways – from giving
content, digital and social op portunities to helping with sales, product, and
customer service strategies.
14. If You’re Not on Page One, You’re Not Winning the Click –
Especially With Zero -Click Results:
SEO is becoming a zero -sum game as zero-click SERP show the answer
directly at the top of a Google search result.
The search intent of the user is satisfied without having to click any actual
search result links.
15. SEO is Always Going to Be Here:
Consumers will always want products and services online, and brands will
always look for the most cost -effective way to do that.
While the role of SEO may change and strategies c hange, new avenues are
constantly opening up through different entry points such as voice, apps,
wearables, and the Internet of Things (IoT).
New, organic search opportunities will always arise.
3.3 STRATEGIES FOR SEARCH ENGINE OPTIMIZATION (SEO) An SEO st rategy (also referred to as “SEO approach”) is the process of
planning and implementing steps designed to improve organic search
engine rankings.
In other words: an SEO strategy is the process that you follow when you
want to get more organic traffic.
Here are the steps to create an SEO strategy:
 Step #1: Create a List o f Keywords
 Step #2: Analyze Google’s First Page
 Step #3: Create Something Different or Better
 Step #4: Add a Hook
 Step #5: Optimize For On -Page SEO
 Step #6: Optimize For Se arch Intent
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34  Step #8: Build Links to Your Page
 Step #9: Improve and Update Your Content
Step #1: Create a List of Keywords
Keyword research is usually the first step of any legit SEO strategy.
And one of the best wa ys to find keywords that your target customers
search for?
Google Suggest :
Start typing a keyword into Google’s search field, and it will populate a
list of suggestions:

These usually make great keywords for SEO because they come straight
from Google .
(Which means you know that people are actually searching for them.)
Step #2: Analyze Google’s First Page
Now it’s time to see who already ranks for those keywords. To do that,
just type one of the keywords that you found into Google.

Step #3: Create Somet hing Different or Better
When it comes to SEO content , you’ve got two options: munotes.in

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Search Engine Optimization (SEO)
35 Option #1: You can create something different.
Option #2: You can create something better.
Sometimes you want to cr eate something bigger and better than what’s out
there.
Step #4: Add a Hook
Data is just one type of “Hook” that you can use to build links to your
content.
Another Hook that’s working well right now is Ultimate Guides.
When you publish an ultimate guide, your guide itself is The Hook.
Step #5: Optimize For On -Page SEO
This step is all about keyword -optimizing your content for SEO.
When it comes to search engine optimization, short URLs generally
outperform long URLs.
Semantic SEO
In other words :
I find wor ds that are related to my target keyword.
Then, I use those terms in my content.
Step #6: Optimize For Search Intent
You can (and should) publish content with Search Intent in mind right out
of the gate.
Include simple strategies that anyone could use:

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36 And this Search Intent optimization will help in post cracking the first
page of Google.
Step #7: Focus On Content Design
The design might be the most underrated part of content marketing.
You can have the best content ever written. There are 4 types of Visual
Content that are super easy to use.
a) Graphs and Charts
b) Screenshots and Pictures
c) Blog Post Banners
d) Graphics and Visualizations
Step #8: Build Links to Your Page
Now it ’s time to actively build links to your content.
Broken Link Building :
Here’s where you find a broken link on someone’s site…
…and offer your content as a replacement.
Evangelist Method :
This strategy is less about links… and more about getting your conten t in
front of the right people.
(Specifically: people that run blogs in your niche.)
Step #9: Improve and Update Your Content
By adding new, modifying existing data, one can update their content &
make it more innovative & function able.
3.4 METHODS OF SEA RCH ENGINE OPTIMIZATION (SEO) SEO techniques that enhance the website’s performance and are a must for
the business, are as follows:
1. Keyword research:
Keyword research has been the foundation of SEO from the earliest
starting point. Nowadays, keyword r esearch isn’t just with regards to SEO,
even though it has been inseparably connected with advancement for quite
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37 Keyword research is additionally a fundamental part of all advanced
showcasing since catchphrases ought to consistently fill in as an aide for
any great computerized promoting system at each stage.
Luckily for digital marketing, there is an abundance of keyword research
devices accessible today, from the Google Keyword.
2. Making a quality content:
Quality written makes all the differenc e, and that won’t change at any
point shortly, not when Google has declared that great quality content is
the highest -ranking factor.
It is basic for digital marketing that the organizations they’re lobbying for
just element content that offers genuine ben efit to clients.
Anything less would make it an objective for punishments by Google, and
no advanced advertisers deserving at least moderate respect will at any
point need that.
The above procedures are in no way, shape, or form extensive, however
fusing a ny or every one of them into your advanced promoting system
will, for certain, yield results. Simply recall that SEO is for the long
3. Making a Better Visitor Experience :
SEO is basic because all the time you put into creating extraordinary
substance and on-page SEO advancement works on the convenience of
your site. This makes it consistent and creates a positive impact on the
overall experience of the user.
For example, when you find ways to make your site responsive, it will
make it usable for all your v ersatile guests just as individuals who visit
from a PC or work area.
Also, by expanding your page load speed, you’ll decrease your skip rate
and urge guests to spend longer on your site. The more the website takes
time to load, the higher the chances of i ncreasing the bounce rate.
4. Use SEO along with Social Media:
Indeed, you can utilize online media to support your SEO. The Search
Engine Journal has done a broad article on this, clarifying how effectively
posting and chatting on any semblance of Twitter , Facebook, and
Instagram can help your SEO.
More or less, these exercises can assist with third -party referencing, crowd
assembling, and marked quests.
To utilize web -based media to support your site positioning, Forbes
prescribes directing people to the webpage by setting a ton of inbound
connections in your web -based media posts and advancing the posts for
the look. Additionally, support social sharing by putting informal
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38 5. Work on Your Page Load Times:
It’s bewilderin g that a few entrepreneurs overlook page load times.
Concentrates on showing that 40% of guests leave after only 3 seconds.
An extra one -second deferral, from 3 seconds to 4 seconds, takes the
figure to 60%. It deteriorates after they leave, 80% of guests stay away
forever! Try not to allow pages to speed influence your business.
To further develop your site speed, start by discovering your present page
load speeds utilizing a device like Pingdom.
Then, at that point, dispose of components that may slow you r velocities.
Likewise, pack your pictures and, on the off chance that need be, change
to a facilitating supplier with quicker speeds.
6. Use images:
Assuming you’re not using pictures during the search, there’s an amazing
possibility that you’re passing u p freedoms to get traffic from a source that
your rivals most likely aren’t thinking about.
We should not additionally fail to remember that visual pursuit is no
joking matter. Achieve y our marketing goal with Incrementors SEO
services.
While many would consider picture SEO labelling your pictures with alt
labels, it goes far past this.
If you appropriately enhance your site’s pictures, you have a genuine shot
at having the option to ran k unmistakably on the picture SERPs.
3.5 SEO INTEGARTION WITH GOOGLE ANALYTICS Google web analytics is really helpful for search engine optimization or
SEO. It helps you to understand the user's experience after visiting your
website . By taking Google anal ytics help you can make necessary
modifications for your website so that it can improve its rank in Google
and other search engines.
Google Analytics is an extremely useful tool when it comes to SEO . The
search engine that people use to find your website i s handing out useful
nuggets of data left, right, and center in order for you to improve your
website.
Google Analytics is a clever tool that allows website owners to track,
analyze, and report data about their site. As you might expect, it focuses
on data gathered through the Google search engine – which is where
you’re likely to generate most of your traffic from anyway.
It primarily works by using a block of JavaScript code that gets added to
pages on the website. With this in place, Analytics can track and monitor
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39 Many businesses use Google Analytics to see:
 Who is visiting their website
 Where they’re coming from
 How long they’re on the site for
 How they spend their time on the website
 Whether they convert to paying customers
20 tips to using Google Analytics to improve your SEO strategies :
1. Track visitor demographics and interests:
It’s important to know where your site visitors are coming from. That way
you can concentrate ads in certain areas, or personalize your content to
suit your visitors. It’s not just location, either. Keeping an eye on age,
location, gender, interests, and more, will let you build a detailed customer
persona to market to.
Google Analytics allows you to generate interests and demographic
reports.

2. Analyze landin g page traffic:
Head to the landing pages section, under behavior. Here you’ll find a list
of your top-performing pages. Analyzing your best-performing pages
gives you an insight into what content is popular and engaging for your
audience, as well as which pieces of content could use updating.
You can sort landing page data by clicks, impressions, average position –
and even all three. This is a great opportunity to discover low-hanging
fruit that just needs a little attention to improve.
3. Google AMP tracking :
Google AMP (accelerated mobile pages) offers a powerful browsing
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40 interactions on your AMP pages. To do this you’ll need to add Google
Analytics tracking. This can be done manually, so it’s best to let someone
with coding experience take over.
Once you’ve got the code all set up, you can find the AMP data by going
to behavior » site content » all pages. Then type “/amp” into the search bar
above the table to generate the traffic reports for your AMP pages only.
4. Install a tracking code on your website :
When you first create a Google Analytics account, it should give you a
tracking code. It looks something like this:

You can then install this on every page of your website, whether it’s
hosted on Word Press or custom built. The tracking code gathers
information about each user every time they visit your site. This is also
how Google Analytics gathers all of its data about your site, which is what
you see when you open up your Google Analytics dashboard.
5. Create SEO -related goals in Google Analytics :
Once you’ve added your tracking code, you can create goals in your
Google Analytics account. Conversion goals allow you to set targets for
the number of people visiting your site vs those that actually buy
something.
You can set up conversion goals by clicking admin » goals » new goal.
Conversion goals not only track when someone views the page, but when
they actively engage with it – such as filling out a form or buying a
product . By setting these goals, you can check how much organic traffic a
page gets and how many leads came from those visitors.
6. Track visitor conversion rates:
Leading on from above, Google Analytics’ goals tool isn’t the only place
where you can view convers ion rates. You can get an overview of
conversion rates on desktop compared to mobile.
First head to audience, then click overview. From here you can look
at conversions. It will also show you the average bounce rate, and how
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41

7. Make an SEO dashboard:
Did you know you can customize your data from Google Analytics on
your dashboard? You can tailor it to your business, and what you first
want to see as soon as you open the platform. SEO dashboards lay out the
data in a simple, easy-to-view format.
Dashboards allow you to (unsurprisingly) view your Google Analytics
data in a dashboard format. For those who like to digest information
visually, with graphics and images, an SEO dashboard may be the best
option.
8. Track visitor bounce rates:
When a user clicks onto your site, if they don’t immediately find what
they’re looking for or aren’t engaged with your site content, they may
click off. This is known as ‘bouncing’. All websites will have some
visitors that bounce, but it’s important to keep the amount that do as low
as possible.
There are a number of reasons your site can experience high bounce rates,
such as slow loading times, poor landing page content, or frustrating UI
(user interface) and UX (user experience). You can find user bounce rates
under audience » overview.
If you notice people are clicking through but quickly leaving, it might be a
lack of engaging content. To create meaningful, valuable content it may be
worth getting in touch with us here at Accelerate Agency. We can help
with content marketing, generating SEO -focused content targeting the
right audience at the right time.
9. Set up alerts for 404 pages :
We’re all familiar with the “404 — Page Not Found” error. It can be
inevitable on large sites, so it’s worth monitoring. You can easily do this
through Google Analytics.
To start, ensure that all your 404 pages have a unified page title such as
“404 — not found” or “Page not found.” Then, do not redirect them – the
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42

Enter your page title for 404 pages, starting low and working your way up.
Remember, some 404s are inevitable because of typos, so this number
should be high enough to rule those out.
You now have everything you need for proper 404 alerts and monitoring.
Once you’ve found the 404s you then need to work on what’s causing it.
This could be a typo issue as mentioned, or an internal or external link
directing to the URL.
10. Improve SEO on the highest converting pages :
Google Analytics SEO tools allow you to gain a deep insight into how
customers reach your pages. One way to improve SEO is to view your
highest converting pages and optimize them even more. This can also
mean including more keywords, and CTA (call to action) pointers to
encour age them to finally make a purchase. Hiring experienced third
parties like Accelerate Agency can be a great way to quickly improve a lot
of your content.
You can find your highest converting pages through your SEO dashboard.
From here you can analyze them and use Google’s Keyword Planner tool
to look for suitable keywords that you might not have covered. By making
sure you’re incorporating all the top keywords, you increase your chances
of visitors finding your site when they look for them.
11. Manage your PPC spend with Google Analytics :
PPC or paid per click is a service by Google that allows you to spend
money on certain keywords that you know people type into Google when
searching for your product/service. This way you can appear higher up in
the ranking s as a sponsored ad.
Depending on how you set up the adverts, you can also appear on a
sidebar of other websites, or on other pages across the internet. In order to
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Search Engine Optimization (SEO)
43 under the product linking » Google ads linking section. Ensure you have
admin rights and not “user” rights within Google Analytics for the site you
want to track.
Login into your Google Analytics account and select “Admin,” then
“AdWords Linking” under the second column in the Admin menu. Choose
the Adwords account you want then click done.

12. Create annotations:
It’s not enough to look at results – you want to track and document them.
An easy way to do this is by using an annotations feature on Google
Analytics. This will help you to benchmark the performance of content
after you’ve set it live.

It also means that everyone who has access to the account can view and
add annotations when necessary.
13. Track social shares:
Nowadays, getting your content shared online is a big deal. Not only does
this help with brand recognition, but it can also create great backlinks.
Especially if it’s shared in valuable places. You can, of course, set up
Google Alerts to scour the internet for online articles. But you can also set
this up through Google Analytics.
Open the acquisition menu. From there, select all traffic » channels. Now
you can view the website’s sources of traffic, which are sorted by channel. munotes.in

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44 You’ll be able to view the sources of: Search, Social, Direct, Referral
links, Backlinks, Email, PPC, and “Other.”
14. Track your main keywords with Google Search Console:
You can sync your Google Analytics with Google Search Console. By
doing this you can identify opportunities for improvement with keywords
and the pages you want to rank for. Essentially, Google Search Console
tells you what keywords people are searching in order to find your
content, as well as what content they’re finding and where it’s ranking on
Google.
Analyze this information to determine how you can change your content
in order to get a better ranking on Google. Search Console will also give
you more in-depth information such as search queries, clicks, impressions,
and CTR %.
15. Find your traffic referral sites/backlinks :
Many digital marketing experts will tell you that content is super
important. The same marketers will tell you that backlinks and referral
traffic are equally important. You can use Google Analytics to find your
traffic referral sites. This means you can see how people are finding your
page, and which sites are bringing you the most value.
Google Analytics SEO referral data can find links that aren’t necessarily
documented in other tools. You can also find relevant reporters or
bloggers to connect with based on those that have already linked to your
website. Click traffic sources » sources » referrals.

16. Utilize Google Analytics reports :
To improve SEO, it’s great to have an overview of your site’s
performance. This is where Google Analytics reports come in. They can
give you an insight into how people reach your website, how well it’s
performing, and how many conversions you have. You can create
monthly, quarterly or yearly reports.
You can also measure the full effect of SEO, with assisted conversions in
the Multi -Channel funnel report. This will show you when SEO played a
part in bringing key conversions, even when it wasn’t the last click.
This can be useful to analyze with the rest of the SEO team to identify
areas that may need further improvements, such as content creation or link
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45 we have a deep understanding of how you can use the data to generate
traffic and improve sales through content marketing.
17. Compare organic vs paid traffic:
Google Analytics lets you compare organic vs paid traffic. On average,
organic search drives 53% of website traffic , while paid search drives only
27%. Your organic traffic should be outperforming your paid results – so
it’s a good idea to keep monitoring exactly how your visitors reach your
site.
Focus on specific pages and track metrics for your organic search traffic,
and then view paid traffic too. You can then see the areas where you need
to improve. If your organic reach is low? Improve your SEO techniques. If
your paid searches are low – are you targeting the right keywords? It’s all
about balance.
18. Automate organic traffic dips and spikes :
You can’t improve SEO if you’re not constantly scanning your site for
problems. It’s time-consuming and monotonous trying to do this
manually, so set up alerts for organic performance.
Go to admin » view column » custom alerts » create a new alert. Then
save the alert once you’re done.
To begin, you can set up an alert that lets you know when there’s a certain
percentage of dip in traffic over a certain period. For instance, a 25% dip
over the week. You can adjust this accordingly, and closely monitor your
site for changes.
19. Generate behaviour reports:
Behaviour reports will tell you everything you want to know about your
content! Especially the best performing pages on your website. Head
to site content » all pages. It will then bring up a list includ ing the top
pages on your website. To view the top exit pages click site content » exit
pages.
To see the terms that are frequently searched for you can click site search
» search terms. And this will give you an idea of what people are
searching for on your website.
You can also find out how fast your website loads by clicking site speed,
as well as find suggestions from Google on how to make your website
load time quicker at site speed » speed suggestions.
20. Utilize shortcuts and email data:
Keeping every member of the team updated on how well you are
performing is essential. Although not everyone needs a detailed
breakdown, some may benefit from an overview or a specific alert about
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46 Save your most frequently checked reports and have them emailed to
yourself or other team members regularly. Use the email button and type
in your company email. If you’re sending it to someone outside your
organization click admin » view » scheduled emails to ensure only those
working with your company are accessing your data.
3.6 SEO ANALYSIS OF REPORTS SEO report is a summary of SEO metrics that illustrate how your site is
performing . Reports typically cover areas like overall organic traffic,
conversions, backlinks, and technical website health. However, you can
customize the report for your goals.
SEO reporting is an effective way for you to communicate to
stakeholders —usually your boss or your client —the impact that
your SEO efforts are h aving upon their business.

The trick to successful SEO reporting is to clearly showcase the metrics
that mean the most to the business and the project in question. The
reporting needs of a local business for their local SEO strategy will be
very different from an online store and their ecommerce SEO strategy.
There are many different tools that you can use to create SEO reports. To
build better SEO reports, you can do so with just these tools:
 Semrush
 Google Data Studio
 Googl e Analytics
 Google Search Console
Reports via Semrush :
Semrush provides customizable reports that will streamline your reporting
process. Such Reports are useful because it allows you to blend the data on
your performance while including Google Suite integrations with
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47 Custom Reports :
You can build, manage, and share custom SEO reports in a few clicks with
the Semrush My Reports tool. With drag -and-drop widgets, the tool allows
you to easily access any data from dozens of Semrush tools and compile
everything into a single PDF.
You can add data from Google Search Conso le, Google Analytics,
Google Ads, Google My Business, and 40+ Semrush tools.
To align the report with your brand, you can add your logo, choose
colours and themes, remove any mention of Semrush, and add any needed
information. Branded and white labelled re ports are available to Agency
Growth Kit users.
Report Automation :
These reports can be automated to send regular reports to your boss or
your clients. Reports can be sent on a daily, weekly, or monthly basis.
You can also add your signature and save settings for future report
exports.
Client Portal :
With Semrush, you can take client SEO reporting to a new level.
You can create branded, password -protected portals for your clients where
they can access shared automated reports 24/7.
With the Client Portal, you only need to pick needed reports, set the
update interval, and send portal credentials to your client. This will save
you time preparing every single report.
Reporting on Technical SEO :
Technical SEO covers things like improving site speed, fixing broken
links, resolving 404 errors, and more. This side of SEO relates to ensuring
that your site can be properly indexed and cr awled.
Reporting on Keywords and Rankings :
Rankings have been a long -standing metric, and in some cases, it is hard
to move away from using these as a metric of success.
At the end of the day, higher rankings should mean higher traffic and
conversions; bu t it is often a bit more complex than that. If you rank for
the wrong thing, those keywords won’t lead to conversions. There are
different approaches you can take here, and the one way to do this is to
combine keyword rankings with a clear indication of ov erall organic
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48 Reporting on Content Marketing :
Many businesses are making big investments into content marketing right
now, and they want to see an ROI. Common questions that we need to
make sure our reports are answering around content marketin g include
things like:
 Which pages are being viewed the most?
 Which pages are being landed on the most from SEO?
 Are there any content gaps with our competitors that we still need to
close?
Reporting on Link Building:
Links remain a key ranking factor, and there is a very strong chance that
pretty much any SEO report is going to need to report on links. If you are
building links in the right way, you should have nothing to hide.
Reporting on Local SEO:
If you are running a local business, you should be fami liar with Google
Business Profile (formerly Google My Business) . It’s an important
platform for any business that has a physical presence or serves customers
at their own addresses.
Which Met rics Are Important to Report on for Local SEO?
 Impressions
 Views
 Total Actions
 Photo Views (Merchants)
 Post Views
 Reviews
 Average Review Rating
These are all key metrics that matter to local businesses; show the progress
of your campaign, and create talkin g points.
Reporting on Conversions:
Conversions are the lifeblood of any business, and in many ways, are the
main KPI of any SEO campaign. At the end of the day, we run SEO
campaigns to increase website traffic and associated conversions to
generate leads or make sales —meaning that these are the end goal.
We should be reporting on conversions. Otherwise, we are really only
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49 financial return. . It’s absolutely essential that your SEO re ports show
these end goal metrics clearly.
Other Things You Can Include in an SEO Report:
Activities Completed This Month :
What did you do this month? This your chance to clearly demonstrate
where the resources you were given were used
Next Month’s Plan :
Here you can showcase what you will be working on next month. Again,
this sets the scene for the activities you will be undertaking over the next
30 days and sets expectations clearly; this is really important for effective
communication, yet is often forgo tten.
Professional Summary :
A report on its own is just numbers and graphs. You need to make sure
you are adding context by putting in your professional summary.
Have things gone well? Say what has contributed to that.
Things not gone so well? Similarly, e xplain the issues.
Including a one pager like this can go a long way in communicating
progress at a wider level, and can help set the scene for monthly catch up
calls.
3.6 SUMMARY  A search engine is a software program that helps people find the
informatio n they are looking for online using keywords or
phrases . Search engines are able to return results quickly —even with
millions of websites online —by scanning the Internet continuously
and indexing every page they find.
 Search engines are naturally drawn to research -oriented sites and
usually consider them more relevant than shopping -oriented sites,
which is why, a lot of the time, the highest listing for the average
query is a Wikipedia page. Wikipedia is an open -source online
reference site that has a lot o f searchable information, tightly cross -
linked with millions of back links. Wikipedia is practically guaranteed
to have a high listing on the strength of its site architecture alone.
 The role of SEO to increase exposure of your company to potential
custom ers on search engines. A person who is responsible for your
company’s SEO efforts will analyze and implement different website
strategies in order to improve your ranking for certain topics or
keywords.
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50 3.7 SELF ASSESSMENT TEST (A) Answer the following Q uestions:
1) Define the term Search Engine Optimization. Explain its need?
2) What are the strategies of Search Engine Optimization?
3) Describe in detail the methods of Search Engine Optimization?
4) Describe integration of SEO with Google Analytics?
5) Write a note on SEO Analysis of Reports?
6) List out the tips to using Google Analytics to improve your SEO
strategies?
(B) Fill in the Blanks:
1) _______________is the practice of orienting your website to rank
higher on a search engine results page (SERP) so that you recei ve
more traffic .
2) _____________ is a massive part of most businesses’ website
performance and a critical component of the buyer funnel and
ultimately getting users to complete a conversion or engagement.
3) ____________ is becoming a critical element of SEO.
4) ____________is the process of planning and implementing steps
designed to improve organic search engine rankings.
5) _____________ is usually the first step of any legit SEO strategy.
6) There are ___ methods of Search Engine Optimization.
7) __________ helps you to understand the user's experience after
visiting your website.
8) Google Analytics primarily works by using a block of _______code
that gets added to pages on the website.
9) Google AMP stands for ________.
10) ________ allows you to generate interests and demographic reports.
11) _________is a service by Google that allows you to spend money on
certain keywords that you know people type into Google when
searching for your product/service.
12) SEO report is a summary of _______that illustrate how your site is
performing.
13) On average, organic search drives _____ of website traffic , while paid
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51 14) _________ provides customizable reports that will streamline your
reporting process.
15) ___________SEO covers things like improving site speed, fixing
broken links, resolving 404 errors, and more.
Answers:
1-Search Engine Optimization (SEO)
2-(Organic Search)
3-(Research)
4-(SEO Strategy/Approach)
5-(Keyword Research)
6-(6)
7-(Google Web Analytics)
8-(Java Scripts)
9-(Accelerated Mobile Pages)
10-(Google Analytics)
11-(Paid Per Click -PPC)
12-(SEO Metrics)
13-(53%)
14-(SEMrush)
15-(Technical)

*****
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52 4
SEARCH ENGINE MARKETING (SEM)
Unit Structure
4.0 Objectives
4.1 Introduction
4.2 Need for SEM
4.3 Importance of SEM
4.4 Campaign Strategy
4.5 Identifying Keywords & their configuration
4.6 Creating AdWord Campaign
4.7 Assess Campaign using ADWor d analysis Reports
4.8 Summary
4.9 Self-Assessment Test
4.0 OBJECTIVES
After studying this unit students will be able to :
x Understand the concepts of Search Engine Marketing and its growing
impact and Need on Business
x Know the Strategies, analyse & under stand ADWord Campaigns.
x Understand & learn steps to frame Google Adword Campaign.
4.1 INTRODUCTION
SEM (search engine marketing) is a digital marketing strategy that aims to
increase the online visibility of websites on the search engine results page
(SERP ).
While SEM broadly covers more than just paid marketing, it’s often also
referred to as pay -per-click (PPC) marketing. This is a business model
where marketers pay each time someone clicks their ad.
SEM is a type of digital marketing strategy that is foc used on getting
your company or your client on the first page, if not the first position, of
search engine results. The purpose of this if to drive a higher volume of
traffic to your site, which you can then convert.
Search engine marketing includes all th e tools, techniques, and strategies
that help optimize the visibility of websites and web pages in search
engines such as Google and other, similar sites.

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53 There are two main ways to show up at the top of the result :
x Organic or natural results are usually displayed in the center of the
page and are selected by Google's algorithm. This algorithm assesses
both the relevance of the website (the quality of the content and to
what extent it responds to a specific search) and the authority of the
website (links from other pages).
x Paid results are also displayed at the top of the page but in a column
on the right. Unlike organic results, here the advertiser must pay a
certain amount for each click on their ad. To buy advertising space on
search engines, it is nece ssary to use platforms such as Google Ads

4.2 NEED FOR SEARCH ENGINE MARKETING
Generates Highly Qualified Traffic :
Generating traffic organically can be a very long and tedious process
where the results are only seen in the long term. Search engine
marke ting allows you to accelerate this process and get users to your
website from the beginning. In addition, you can be assured that these
users are interested in what you offer, since they themselves have
searched for it.
Generates Visibility :
Appearing in the top results of Google and other search engines
associates your brand with a specific need even if the user does not click
the first time they see it.
Generates Conversions :
The ultimate goal of Google Ads and other search engine marketing
tools is to improve business results. To do this, you will need to create
optimized landing pages that put users on the path to conversion.
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54 Gets the Most Out of Your Budget :
One of the great advantages of search engine marketing is that it is a
suitable solution for companies of all sizes, since the minimum
investment is very affordable. On the other hand, if your brand is
growing, you can increase the investment and the complexity of your
campaigns to keep your momentum. Also, since you only pay if you get
results (i n the form of clicks), you can be sure that your budget is used
effectively.
Gets Measurable Results:
Search engine marketing solutions such as Google Ads provide numerous
metrics on campaigns and let you to know what is happening at all times.
This way, i t is very easy to correct the course if needed and get better
results.
Search engine marketing or SEM has great potential to help companies
achieve their goals in a quick and scalable way. To get the most out of it, it
is ideal to have experts who have ex tensive experience positioning brands
in Google.
4.3 IMPORTANCE OF SEARCH ENGINE MARKETING
Search Engine Marketing, more commonly referred to as SEM, is one of
the most important marketing channels to generate web traffic. It
compliments SEO and content ma rketing and gets your brand at the top of
Google, Bing and all the other search engine players world -wide…
Reason #1: More Money!
The number one reason that any marketing agency should be pitching
SEM to their clients is more money! Marketing’s raison d’et re, the reason
businesses be in business, is to show me the money!
While Bing, Baidu, Yandex and all the rest offer profitable playgrounds
for search ads to bring in more money, Google has some hard data to
prove it. According to Google, any business can d ouble their investment
on AdWords!
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55 Reaso n #2: SEM is Conversion -Focused
So while money is typically the main goal of marketing campaigns, other
types of conversions shouldn’t be ignored. Marketing campaign objectives
like new subscribers, newsletter si gnups or even contest entries are all
alternative types of conversions that a marketer may be trying to achieve.
SEM is an important conversion driver for marketing campaigns of any
type. The reason is because paid ads are commonly linked to conversion -
focused landing pages or sales pages that move web traffic through the
sales funnel. Organic results aren’t typically linked to landing pages, but
paid ads are. With this in mind, SEO can support brand awareness and top
of funnel activity, while paid ads can really focus on a specific goal and
end of funnel conversions. But it doesn’t always go this way…
Reason #3: S EM Can Increase Brand Awareness
While SEM is often considered a bottom -funnel marketing channel, it can
also support brand awareness . According to Google, search ads
can increase brand awareness by 80% .

Even if ads don’ t receive clicks, brand names are still clearly visible on the
top of the fold, and searchers may still read or recognize the product,
brand name or URL when they see the ad. Searchers might also take
notice when ads include keywords and search terms for c ompetitor brands,
as the brain tends to compare things that are listed side by side.
Reason #4: It’s Accessible Even to Small Accounts
One of the biggest hesitations with paid search advertising is cost. Brands
and agency clients often think that the costs of SEM will outweigh the
benefits; however, as we pointed out from Google’s data in reason #1, if
managed correctly you should double your investment in AdWords. So the
potential for ROI is there no matter what.
Similarly, it doesn’t take much to advertis e on search engines. There’s
also no minimum amount you have to spend to run ads. As little as $5 will
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56 The success that you will get for your budget is a different story though.
Acquisio has done a lot of work to bring positive SEM results to even the
lowest ad spend budgets . Today SEM is available to even small accounts,
which is great news for agencies serving SMBs and multi -location
franchises that need to spread their budget amongst many location -based
campaigns.
Reason #5: S EM is Great for Local Marketing
SEM is an important tool for driving website visits and getting more
conversions on almost any budget – it’s even more important if you’re a
local marketer though! Local marketing aims to connect regional
businesses with the surrounding community that it services. In other
words, when people search online for local business services, like “dry
cleaner near me” or “foo d delivery in Montreal,” it’s local marketers who
make those queries connect with business listings and ads in search
engines.
Google released an advertising package called Local 3 -Pack in 2016,
which gives local ads the top 3 positions in search results for location -
based search terms like city or region names or phrases like “near me.”
Local marketers have a leg up in Google when it comes to SEM results!
Local SEM ad s also give businesses a leg up when it comes to generating
actual foot traffic for local stores. Research shows that 75% of searchers
who find local business information o nline will then visit a physical store
within 24 hours, hopefully to make that purchase.
Reason #6: It Generates Immediate Results
SEO and other forms of online marketing tend to be “long game”
strategies that generate web traffic over a long period of tim e (6+ months),
whereas SEM has the potential to deliver immediate results.
Ads typically take minutes to create, and though there is an approval
process that all ads must go through before they appear in the SERPs, the
average time between creation and ad launch is around one business day.
After that you can sit back and watch the clicks roll in! Well that’s not
entirely true… ongoing account maintenance and optimization is si mply
part of running SEM campaigns.
The point though is that from the minute your ads are launched, which
doesn’t take long, the potential to start getting more clicks and even sales
is alive. For this reason alone, SEM is one of the fastest -to-launch traf fic
strategies out there. Just keep in mind that campaigns should still be
optimized for long -term results.
Reason #7: I t’s a Consistent Traffic Source
Every business wants consistent web traffic to maintain visibility and
sales, but also to be able to pla n, forecast and budget. Unfortunately,
spikes and drops in traffic are often prevalent and at times unexplained. To
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57 traffic for certain keywords and help you control the amount of tr affic
coming to your site at any time.
One Google St udy found that “incremental ad clicks make up 89% of
traffic generate d by search ads but aren’t replaced by organic clicks when
ads aren’t running.” In other words, search ads will generate traffic to your
site, even when SEO and other marketing tactics fluctuate.
Reason #8: SEM Brings in More Qualified Leads
Of course, it’ s not all about generating traffic. One of the biggest benefits
of search ads is the ability to bring in the right traffic. You can’t always
control who sees your organic search results, but with SEM, you can
create a custom audience that will be far more likely to see and engage
with your ads than the average searcher. PPC search ads allow you to
target specific demographics as well as visitors at any point in the sales
funnel, meaning that the traffic you receive from paid ads is more likely to
be qualifi ed than traffic generated from organic SEO.
Using negative keywords can also help filter users coming to your site
through PPC ads, further improv ing your odds of converting.
Reason #9: It ’s The Quickest Way To Be First
Ads appear first in search engine results. Having a paid search ad gives
you a good chance of being at the top of the SERPs (in the ad section of
course) if your keyword bid is high enough and your quality score is good.
However, there is one rule to getting clicks in search engines and that’s
being on or near the first page. Clicks tend to drop off after that and search
engine marketing becomes less effective the deeper you are in th e results
pages. The image below shows CTR declines for every position, and
dramatically after the first page to almost zero.

So SEM can get you into the first page more easily than SEO would and
that’s where all the clicks happen!
Reason #10: Search Ads Work Because They’ re Practical
SEM can deliver instant visibility and as we saw in Reason #9, searchers
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58 People just want an answer to their query as fast as they can get it, so
search ads get clicked indiscriminately. In one media use survey from
Ofcom , 50% of participants could not identify paid ads from organic ads
when shown a SERP screenshot.
Reason #11: It Hel ps You Understand Search Intent
SEM can also be helpful for analyzing traffic and discovering search
intent. By analyzing the data from your PPC search campaigns, you can
see patterns in search terms, which a ds receive the most clicks, and the
number of conversions for each ad so you can identify important trends.
Understanding keywords (especially long -tail!) offers unique insight about
what your customer is looking for that can help inform other marketing
channels. Since the era of Not Provided began, discovering search intent
through paid search channels and bringing that back into organic has been
a frequent strategy. Sear ch intent is also helpful for optimizing your CTAs
and landing page copy.
Reason #12: It Gives You More Competitive Data
In addition to insight about your own customers, SEM can deliver insights
into your competitors! By checking your competition’s ads and comparing
their targeted keywords to yours, you can increase the effectiveness of
your own campaign and, in certain cases, actually rank higher than
competitors for the same terms.
Competitive analysis tools can help you track keywords and analyze other
valuable insights that will improve your marketing campaigns and help
drive more traffic.
Reason #13: SEM is Ac tually a Diverse Channel Itself
When it comes to ad options, SEM is not as limited as you might think.
Text-based ads are the go -to, but there are several types of ads you can
create depending on your budget, goals, and audience, including:
AdWords (Google’s online PPC offering) and Bing (Microsoft’s online
PPC offering)
Display Ads: banners at the top, sides or footer of a website or SERPs
Retarget ing Ads: ads that display on other websites based on a user’s
previous searches
Call Tracking: ads are targeted or re -targeted to those who have called a
specific number, generally displayed on a search ad
Reason #14: It’s Great for Mobile Mar keting
With a growing share of the mobile market engaging in search, SEM
provides a perfect opportunity for sites to capitalize on mobile
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59 most consumers turn to search engines when they’re researching with
mobile devices.

Reason #15: SEM Giv es You the Greatest Flexibility
The greatest benefit of SEM is that it gives your campaigns flexibility like
no other cha nnel (outside of display). Ads can be customized by audience,
type, and even location. Ad budgets can be as small or as large as needed
to maximize results. Even the search engine that ads are displayed on can
be customized in different ways to create the perfect marketing cross -
publisher campaign.
4.4 CAMPAIGN STRATEGY
An SEM campaign is an online ad campaign . You can create an SEM
campaign in Google Ads and Bing Ads, as well as on social media
networks that allow advertising, like Facebook and Instagram. While SEM
focuses on advertising in search results, some marketers extend SEM to
include news feeds on social media.
An SEM campaign is an online ad campaign.
You can create an SEM campaign in Google Ads and Bing Ads, as well as
on social media networks th at allow advertising, like Facebook and
Instagram. While SEM focuses on advertising in search results, some
marketers extend SEM to include news feeds on social media.
Like any other ad campaigns, SEM campaigns feature the following
hierarchy:
x Account
x Camp aign
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60 When you create an SEM campaign, adhere to best practices for
campaigns and ad groups.
For example, if you’re building an SEM campaign to promote your
resort’s spa center, then you should make individual ad groups for each
spa feature. You m ay have an ad group for massage services and another
for salon services, for instance.
Why invest in an SEM campaign?
With an SEM campaign, your company gains several advantages,
including:
x Visibility in search results
x High -quality site traffic
x Additional sales and revenue
x Better brand awareness
x Impressive ROI
x And more
How much does an SEM campaign cost?
Companies can spend thousands of dollars each month on SEM
campa igns.
If you’re a small -to-midsized business, most companies that size invest
around $9000 to $10,000 per month . Depending on your strategy, your
team may spend a different amount, which is a p erk of SEM. You can set
a budget specific to your business.
6 tips for launching your first successful SEM campaign:
1. Research your target audience :
Whether you’re advertising or marketing your business, you need to know
your target market. If you don’t know your target audience, it’s almost
impossible to launch a successful set of ads. That’s why your team needs
to set aside time to research your ideal client in -depth.
When you research your audience, you want to come away with the
following:
x Their pain points
x Their FAQs
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61 x Their purchase requirements
x Their average spend
2. Use advanced targeting options:
Many companies excel at SEM because they use advanced targeting
options in their SEM campaigns. In Google Ads , for example, your
company can go beyond demographic information and narrow your
audience by their past behaviour, topics, interests, and more. You can even
remarket to users that visited your website.
3. Follow best practices for ad structure:
Companies looking to launch their first SEM campaign often break away
from best practices for ad structure. You should create an ad campaign with
related, yet different ad groups. This approach follows industry sta ndards,
plus makes campaign management easier.
As an example, an ecommerce store may create an ad campaign for
sneakers and socks. The sneakers campaign features two ad groups, one
group for red sneakers and another group for yellow sneakers. Meanwhile,
the sock campaign features ad groups for knee -high, ankle, and crew socks.
This organization is what your company wants to mimic.
4. Run ad experiments:
In Google Ads, as well as other advertising platforms, you can experiment
with different versions of your ads. Use experiments to your advantage.
Before you make radical changes to your ad copy, for instance, run a test to
see how those changes would impact that ad group’s performance.
This feature allows your team to make informed decisions about your
SEM ca mpaign. You’re relying on data, rather than hunches to determine
your next campaign optimization. With this approach, you can make a
significant and positive impact on the performance of your ads.
5. Leverage ad extensions:
Ad extensions can also improve the performance of your SEM campaign.
When you include an ad extension, you provide users with additional
information about your business, like your phone number, rati ng, and
website URL.
If you decide to use ad extensions in Google Ads, you must achieve a
certain ad rank for them to appear. Your ad rank gets calculated by
evaluating your b id, as well as expected landing page experience, ad
relevance, and expected click -through rate.
6. Create a stunning landing page:
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62 click on your ad. While you can use a pre -existing page as a landing page,
many companies create custom landing pages for their ads. For the best
results from your SEM campaign, build a landing page that:
x Provides an intuitive, easy -to-follow user experience
x Loads in two seconds or less
x Features a specific call -to-action
You can test the performance of your landing page beforehand by having
friends, family members, and colleagues visit the page. Their feedback can
help your team discover missteps in the landing page’s design and provide
the optimum experience to users that click on your ads.
4.5 IDENTIFYING KEYWORDS & THEIR
CONFIGURATION
Keywords are importa nt because they tell search engines about the
content of your website's page . “Keyword” is also a term that's used to
refer to the words and phrases that people enter into a search engine to
find information that they're looking for.
Implementing an intent -based strategy for your SEO and content efforts
could be the change you need to set your website apart from the
competition.
To build your strategy around intent, you’ll need to start with keyword
research that takes into account the different types of keywords.
Most SEOs commonly agree that there are four main types of
keywords to classify intent:
x Informational keywords : searchers looking for an answer to a
specific question or general information.
x Navigational keywords : searchers intending to find a specific site or
page.
x Commercial keywords : searchers looking to investigate brands or
servic es.
x Transactional keywords : searchers intending to complete an action
or purchase.
The intent type assigned to a keyword can tell you if a searcher is looking
to buy something soon, shop around, or gather information.
Four Types of Keywords:
When researchi ng to discover a user’s intentions behind making a search,
we can classify all keywords into four main categories of intent:
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63 Informational :
There are plenty of keywords with significant search volume that don’t
bring website conversions. Why?
People are simply searching for information. We call these
searches informational keywords .
Informational keyword examples:
i) coffee calorie s
ii) national coffee day
iii) difference between cold brew and iced coffee
These keywords carry less intent to take real action when compared to
transactional or commercial keywords.
However, they can be valuable in building brand awareness by targeting
them with informational content and educating your audience.
Navigational:
Another type of keyword to be aware of is navigational.
When someone types in a company or brand name into a search engine,
they perform a navigational search.
Navigational keyword example s:
i) Youtube
ii) Semrush blog
iii) Where is angelinos coffee located
People behind these searches already know the company or product and
want to find the correct website or physical location to get to their
products.
Such keywords can be helpful sources of organic traffic when the brand or
the site are well -known and popular.
Commercial :
Commercial keywords are keywords that reveal a searcher’s interest
around specific products or services.
These searches can occur when a person wants to know more about a
particula r product or service - they may want to support their idea of
purchasing, compare the product to similar products or look for free
offers/tests/discounts.
You can target these keywords with comparison articles, reviews or how -
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64 Commercial keyword examples:
i) Free coffee
ii) Dunkin iced coffee flavors
iii) Ipad vs ipad air
iv) Ipad mini reviews
Because these keywords reveal a person’s intention to buy or take some
form of commercial activity in the future, these keywords can be valuable
opportunities to reach an audience that could be converted into future
customers.
Transactional :
The keywords with the strongest intent to buy or take imminent action are
transactional keywords.
These keywords can be targeted with paid ads and h ighly optimized
purchase pages or pages where users can take immediate action on a site.
Transactional keyword examples:
i) Buy crypto online
ii) Sandwich places near me that deliver
iii) Pickup truck for sale
These searches can happen after someone has already searc hed for
information, made a decision, and is determined to now take a specific
action or make a purchase.
Such keywords often feature words like “buy,” “subscribe,” “for sale.”
Therefore, the SERP of a transactional keyword often has Google
Shopping ads.
Transactional keywords can also be referred to as buyer keywords because
they are most likely to be used by a person at the bottom of the buying
funnel.
4.6 CREATING ADWORD CAMPAIGN
A campaign al lows you to promote your products or services on Google’s
vast network of search results, websites, videos, mobile apps, maps,
shopping listings, and more.
You'll choose a campaign type based on your advertising objective, brand
strategy, and how much time you’re able to invest.
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65 What is Google Ad Words?
Google Adwords is a pay -per-click (PPC) advertising platform. Unlike
other PPC platforms like Facebook, AdWords actually offers advertise rs
two basic ways to reach people:
1) through the Google Search Network and
2) through the Google Display Network.
While these approaches are functionally very different, they both use a
PPC bidding system, where advertisers bid to have their ads shown to
relevant audiences.
The Google Search Network allows you to show your ads to users who are
actively searching for the keywords that you’ve selected. If you own a
landscaping business, you bid to have your ad show up every time a user
types in “Landscap er in Tallahassee.”
8 steps to prepare your campaign for success:
1. Define your objective:
Each campaign begins by choosing a goal. This goal focuses your
campaign on delivering a specific outcome:
The objective you choose will inform the options you sel ect when setting
up your campaign.
For example, if your goal is to increase website traffic, you’ll likely want
to select a type of bidding like Maximize clicks, in order to put your
money towards getting people to click your ad.
2. Choose a campaign type:
After selecting a goal, you’ll notice a list of recommended campaign
types to reach it. Your campaign type determines where your ads will
show and what they’ll look like.
Learn more about choosing the right campaign type
For example, a Video or Discovery campaign shows video ads on
YouTube, while a Display campaign shows image ads on websites.
What are the campaign types?
3. Set a budget:
You’ll set an average daily budget to control how much you spend with
your ad bidding. You can change it at any time.
4. Choose your bidding:
If you’ve selected a campaign goal, when selecting a bid type, you’ll see
a recommendation for bidding focus, for example, “conversions”, based
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66 This is to ensure that your campaign is designed to meet your specific
goal. For some campaign types, if you choose not to select the
recommended bidding focus, you can choose an automated bidding
strategy, for example, Target Cost Per Acquisition (CPA) or Target
Return on Ad Spend (ROAS).
5. Add assets to your ads:
With Search, Video, Discovery, and Performance Max campaigns, you
can add additional information to your ads like more website links,
directions, or a phone number to call.
These assets give people more reasons to choose your business and
typically increase an ad's click -through rate by several percentage points.
6. Create ad groups:
For all campaigns, except Shopping and Performance Max, you'll group
sets of related ads together around the s ame targeting. For example, you'd
group ads that focus on dress shoes together and have them target people
searching for dress shoes.
Shopping campaigns use product groups to group a set of related products
around the same targeting.
7. Select your targeti ng:
Targeting helps define how narrow or broad the audience for your ads can
be. Without any targeting, your ads will have the widest possible reach.
Targeting your ads lets you hone in on the specific customers who are
interested in what you have to offer .
Common forms of targeting include keywords, audiences, locations,
topics, devices, and remarketing. Specific targeting is only available in
some campaign types (for example, in Performance Max you can’t
choose to serve ads to only specific customers like women aged between
18-24, or customers already on remarketing lists. Instead you can provide
these specific customers as audience signals to your Performance Max
campaign to speed up machine learning).
8. Set up conversions tracker:
Conversion tracking ca n help you track the actions that you want
customers to take on your website. They can significantly improve your
ability to assess the effectiveness of your ads, targeting, and overall
campaigns.
How to Create a Google Ads Campaign:
x Get a Google Ads accou nt.
x Set your Campaign Goals.
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67 x Designate your geographic area.
x Set up keyword themes.
x Write your ad.
x Set your ad budget.
x Complete the "Budget and review" section.
x Double check your double check.
x Set up billing.
x Hit Submit.

1. Get a Google Ads account:
Before you can do anything, you'll need to visit the Google Ads
website and sign up for an account.
As part of signing up for a Google Ads account, Google will automatically
take you through the process of creating your first campaign, so be
prepared with your financial information. Google takes its fee with each
click, so your banking credentials are required during the setup process.

2. Set your Campaign Goals:
The Google interface will prompt you to select a goal type from the
following three options:
x Get more calls
x Get more website sales or signups
x Get more visits to your physical location
This goal will be tied to your advertising campaign, so you'll w ant to
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68 3. Complete the "Describe your business" section:
Google will then prompt you to enter your business name and website as
important information that "describes your business." T his information is
used to help predict your audience and is also used for the actual ad's
creation.
4. Designate your geographic area:
In this section, you’ll designate where you want your ads to appear. This is
particularly helpful for local businesses.
At the same time, if you are an online shop, you may be less concerned
about geographic constraints. It's still not a bad idea to consider where,
exactly, the majority of your audience lives. If you don't know, you may
want to back up a step and consider your buyer personas first. Why spend
money advertising to people in the Midwest if the bulk of your customers
live in the Northeast?
You can also reach other countries if your company serves international
buyers. Just be sure you're prepared for any of the buyers who come your
way as a result of your ads. You might pay a lot of money for visitors who
can't make a purchase if you're not careful.
5. Set up keyword themes:
Google will determine different themes based on your website content.
You can customize your keywords based on their suggestions as a
jumping off point for your campaign.
Keep in mind you'll be competing against many other companies for the
same audience wh en choosing keywords for which you want your ad to
show up. Take some time to think of the keywords that will reach people
who are ready to buy.
6. Write your ad:
This is the most important aspect of your Google Ads education. The copy
you use is what will convince potential buyers to click. You want to attract
plenty of people, yes, but you also want those people to buy. If they don't
buy, you pay anyway.
In this section, you're setting up the headlines and Meta descriptions for
your first ad(s). Note tha t you can choose to set up multiple ads in a single
campaign, though Google starts you off with one.
For each add you create, you have three considerations:
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69

Headline:
Start with a great headline that uses search ter ms that will reach your
niche. Google splits the headline up into three sections of 30 characters
each, so make each character count. You might even need to use
abbreviations, or you can search for shorter synonyms.
Description:
After the headline, you get another 90 characters for the first description.
Use this space to highlight any benefits. How will the product solve your
buyers’ pains? Then, in the second description, you can capitalize on a
feature.
Be ready to change these if you notice your ad isn’ t gaining a lot of
traction, and don’t be afraid to experiment.
Destination URL:
This is where you can choose where clicks on your ad go to. Just choose
the page you want them to land on and paste the URL in the field.
You can use these templates to plan out your Google Ads character count
and preview what your ad will look like when finished.
7. Set your ad budget:
Here, you'll be designating your daily budget.
You want to include enough money to make a difference, but you re ally
don't want to break the bank. You can manually set the bids for clicks,
which gives you more control. This also means your ads will stop showing
once your budget is spent. That means you won't end up with a shocker of
a bill later.
Once you start to r eview the results from your campaign, you can always
adjust the budget.
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70 8. Complete the "Budget and review" section :
In this section, you'll be reviewing your campaign settings. It's best to
double check each of the following:
x Your daily budget
x Your mon thly budget
x The impressions you'll get for that budget
x The clicks you should expect based on the impressions
x The location you're targeting
9. Double check your double check:
It's always a good idea to check over everything one more time before you
set your ad in motion. Is everything spelled correctly? You'll miss out on
keyword searches if there’s a typo one of them. When you're sure you did
everything correctly, then take a deep breath and move on to the next step.
10. Set up billing:
Because Google charg es per click, it needs the payment information
during the Google Ads account setup. By providing your payment
information, you're giving Google the ability to charge accrued advertising
costs from your campaign.
11. Hit Submit:
By doing so, you've set up y our first Google Ads campaign.
To create additional campaigns, perhaps with different or tighter keyword
groups, you'll want to select Campaigns from the page menu on the left.
Then, click the blue plus button and choose new campaign. The Google
interface will walk you through the additional steps.
4.7 HOW TO ASSESS CAMPAIGN USING AD WORD
ANALYTICS REPORTS
Google paid search (Adwords) can be an important source of traffic to
your website, but as with any marketing channel, it’s important to track
the perfo rmance of your Adwords campaigns. It’s very straightforward to
look at your keyword performance once you have everything set up
properly. First, make sure your Adwords account is linked to your Google
Analytics account. You’ll also need to have e -commerce tracking
and/or goals set up in your Google Analytics account since these represent
your conversions.
To track Ad Word conversions in Google Analytics, follow these
steps:
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71 x At the top you can select to filter the data to the device you’re
interested in and alter the dates.
x Next you see the line chart plotting yo ur Paid Search users visiting
your site. You can add in other metrics to plot along with users, like
the e -commerce conversion metric (or other goal conversion rate) to
see the overall conversion rate of your Ad Word traffic over time.
x Last is a table with all the primary metrics you’d expect per keyword.
All the way to the right you have e -commerce conversion rate as a
default, but you can select other goals you have configured from the
dropdown menu. You can also add secondary dimensions to your
keyword l ike the Ad Group the keyword is in.
4.8 SUMMARY
x SEM (search engine marketing) is a digital marketing strategy that
aims to increase the online visibility of websites on the search engine
results page (SERP).
x SEM is a type of digital marketing strategy that is focused on getting
your company or your client on the first page, if not the first position,
of search engine results. The purpose of this if to drive a higher
volume of traffic to your site, which you can then convert.
x You can create an SEM campaign i n Google Ads and Bing Ads, as
well as on social media networks that allow advertising, like
Facebook and Instagram. While SEM focuses on advertising in search
results, some marketers extend SEM to include news feeds on social
media.
x Keywords are important because they tell search engines about the
content of your website's page. “Keyword” is also a term that's used to
refer to the words and phrases that people enter into a search engine to
find information that they're looking for.

x Implementing an intent -based strategy for your SEO and content
efforts could be the change you need to set your website apart from
the competition.
x Google Adwords is a pay -per-click (PPC) advertising platform.
Unlike other PPC platforms like Facebook, AdWords actually offers
advertisers two basic ways to reach people: 1) through the Google
Search Network and 2) through the Google Display Network.
x A campaign allows you to promote your products or services on
Google’s vast network of search results, websites, videos, mobile
apps, m aps, shopping listings, and more.
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72 4.9 QUESTIONS
(A) Answer the following Questions:
1) Define the term Search Engine Marketing?
2) Write a note on Campaign Strategy?
3) How to create an AD Word Campaign, describe in detail?
4) What are the ways of identifying keyword s for SEM & their
configurations?
5) How to assess Campaign using Ad Word analytic Reports?
6) How to create a Google Ad Campaign?
7) List out the steps to create an effective campaign for success?
(B) Fill in the Blanks:
1) ______________is a digital marketing strate gy that aims to increase
the online visibility of websites on the search engine results page
(SERP).
2) SEM is a type of ______________that is focused on getting your
company or your client on the first page, if not the first position, of
search engine result s.
3) Search Engine Marketing, more commonly referred to as SEM, is one
of the most important marketing channels to generate __________
4) ________ marketing aims to connect regional businesses with the
surrounding community that it services.
5) An SEM campaign is an ______________.
6) SEM provides a perfect opportunity for sites to capitalize on
____________.
7) There are ____tips for launching your first successful SEM campaign.
8) ___________ is also a term that's used to refer to the words and
phrases that people enter i nto a search engine to find information that
they're looking for.
9) ________ searchers intending to find a specific site or page.
10) _________ searchers looking to investigate brands or services.
11) ___________ searchers intending to complete an action or purchase.
The intent type assigned to a keyword can tell you if a searcher is
looking to buy something soon, shop around, or gather information.
12) Google AdWords is a ___________________. munotes.in

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73 13) There are ______ steps in creating a Google Ads Campaign
14) _____________ is where you can choose where clicks on your ad go
to.
15) ________ helps define how narrow or broad the audience for your
ads can be.
Answers:
1-(Search Engine Marketing)
2-(Digital Marketing Strategy)
3-(Web Traffic)
4-(Local)
5-(Online Ad Campaign)
6-(Mobile Marketing)
7-(6)
8-(Keyword)
9-(Navigational Keywords)
10-(Commercial Keywords)
11-(Transactional Keywords)
12-(Pay Per Click PPC)
13-(10)
14-(Destination URL)
15-(Targeting)

*****

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74 5
SOCIAL MEDIA MARKETING
Unit Structure
5.0 Objectives
5.1 Introduction
5.2 Pillars of Social Media Marketing
5.3 Advantages & Disadvantages of Social Media Marketing
5.4 Comparison of various Social Media
5.5 Social Media Marketing Strategies with examples
5.6 Content Strategy for various Social Media
5.7 Creating Campaign on Social Media (Facebook)
5.8 Assessment of Campaign using Facebook analytics
5.9 Summary
5.10 Self-Assessment Test
5.0 OBJECTIVES After studying this unit students will be able to :
 Understand the concepts of Social Media Marketing and its growing
impact and Need for Business & Social Users.
 Know the Strategies of various Social Media
 Learn to design campaign on Social Media & so on.
5.1 INTRODUCTION Social media marketing ( SMM) (also known as digital marketing and e -
marketing) is the use of social media —the platforms on which users
build social networks and share information —to build a company's brand,
increase sales, and drive website traffic. In addition to providing
companies with a way to engage with existing customers and reach new
ones, social media marketing (SMM) has purpose -built data analytics that
allow marketers to track the success of their efforts and identify even
more ways to engage.
Social media marketing (SMM) is a form of internet marketing that uses
social media apps as a marketing tool.
These social media platforms enable brands to connect with their
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75  Drive traffic to a website; and
 Build a community of followers to share and engage with content.
Some popular social media apps include Facebook, Twitter, LinkedIn,
YouTube, Pinterest, Instagram and Snapchat. Each platform has elements
that makes it attractive to use. And when a company uses several in
combination to deliver a multichannel message, consume rs can see those
messages on their preferred channels.
5.2 5 PILLARS OF SOCIAL MEDIA MARKETING When developing marketing programs, one key area that marketers care
about is how to deliver their messaging. Social media helps spread those
messages to the rig ht people at the right time, through both free and paid
means. Social media also enables brands to learn more about their
audience's personal, geographic and demographic information.
There are five pillars of social media marketing that will lead to a
successful program.
1. Social strategy:
With any marketing campaign or activity, an appropriate strategy should
be laid out in advance. Organizations need to determine the goals of the
program, the channels that will be used and what types of content will be
shared. Here are some examples:
 Determine goals : Using social media for marketing should align
closely with business and other marketing program goals. Some goals
that businesses can use to measure success include increasing brand
awareness, driving websit e traffic and leads, and increasing revenue.
 Select social media platforms : There are many social platforms
available, but it doesn't make sense for businesses to use them all.
Organizations need to know their audience and choose the platform(s)
that best fit their demographic.
 Content mix : Each social platform has a unique flavor for
distributing content -- including video, imagery, links and direct
messaging. So brands need to identify which content their marketing
persona is most likely to engage with.
2. Planning and publishing:
After establishing a strategy, it is time to begin publishing. This can be as
simple as posting a new blog post, sharing information about an upcoming
event or posting a new product video. But being consistent is the key to an
effective SMM program. To build an audience, organizations should post
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76 Content that organizations post to social media should align with other
market ing promotions. Tools such as Hootsuite, HubSpot and Sprout
Social enable marketers to schedule their posts at the appropriate time.
3. Listening and engagement:
Businesses that create activity on social platforms can see growth in
interaction and conversa tions about the brand and products. Users will
comment on and share posts, tag the company in their own posts, and even
begin communicating through the instant messaging functionalities. These
types of interactions are ideal because there are notifications in place to
alert social media managers. This enables them to practice good customer
service, which in turns boosts the customer experience.
People on social media may also discuss a brand, product or service
without tagging or speaking directly to a comp any. There are
several social media listening tools available to stay plugged into the
conversation, such as Brandwatch, NetBase Quid and Sprinklr. Free t ools
such as Google Alerts can also notify marketers when their company is
being mentioned.
4. Analytics and reporting:
As more content is published and the audience expands, it is a good idea
to continuously measure performance. Questions to ask include t he
following:
 Which posts are getting the most engagement?
 Where are a brand's followers from?
The success of any marketing program is dependent on its data and
analytics outputs.
A marketing team can use this information to make more informed
decisions o n future campaigns and take advantage of what works.
Each social platform has its own analytics data, but there are other tools
that can collect data from many channels into one location. This enables
marketers to evaluate the overall success and failures of their marketing
campaigns.
5. Advertising:
Much of social media marketing is free -- with the exception of resource
time and specialized tools. Building an audience and publishing content on
free social media sites is a great way to achieve marketing go als, but as the
program grows, so does the budget.
Paid marketing features can be very valuable to organizations. They can
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77 There are tools to help manage social media marketing at volume, but
using the native ads functionality to begin is enough to promote posts,
capture leads and ensure messages get in front of the right audience.
5.3 ADVANTAGES & DISADVANTAGES OF SOCIAL MEDIA MARK ETING Advantages o f Social Media Marketing:
 Reach a wider audience: There are more than 3.6 billion users across
all social media channels. A single post share can exponentially
increase brand exposure.
 Improved customer satisfaction: Organizations don't j ust market to
customers on social media, they also interact with them. This can
improve customer service and create one -to-one relationships.
 Cost -effective tool: When executed correctly, the cost of managing a
social media program can be low. Once the kno wledge, team and
program strategy are in place, marketing teams find it easy to use with
very little overhead.
 Increase website traffic: Social posts are a great way to drive traffic
back to a brand website. Promoting blog content, landing page offers
and more can entice users to click through and engage further with a
brand.
 Gain better insights: Using the analytics and reporting features from
each social media platform gives insight into who page followers are,
what content they are interested in and how they like to engage with a
brand.
Disadvantages o f Social Media Marketing:
 Time -consuming process : A lot of time can be spent on social media
campaigns to ensure they are effective. Marketing teams also need to
constantly fill the calendar with new content and respond to inquiries.
This can make it difficult for small marketing teams to tap into the
full capabilities of SMM.
 Need qualified resources: It takes the right person or team to run a
social media marketing program. Social media marketing programs
don't benefit from entry -level employees. Instead, skilled and
seasoned social media marketers are key.
 Have to wait to see ROI: SMM is a long -term investment. Social
media platforms yield a high ROI, but not in the form of immediate
results. The success of an SMM program isn't determined by one
piece of content, but rather several over long periods of time.
 Competitor's market research: Posting to social media is a public
forum and everyone can see the content, including the competition.
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78  Brand reputation is vulner able: SMM can open a brand for public
embarrassment and bad press. Negative reviews can be plentiful as
customers take to social media to vent frustrations. And because of
the public nature of the platforms, anything a company says or does
will be seen and reacted to. Brands should expedite response times to
mitigate this risk.
5.4 COMPARISON OF VARIOUS SOCIAL MEDIA PLATFORMS

Facebook:
No social media platform comparison would be useful if it didn’t include
Facebook . Facebook is one of the most popular social media platforms in
the United States and in the world. In the United States, it is second in
usage after only YouTube. The United States is second in the world for
users, with 190 million users. 69% of American adults use Facebook and
the people that use Facebook are on it very regularly. 74% of users visit
the site at least once a day, with 51% of them visiting several times a day.
75% of Facebook users are women, while 63% are men. 76% of people
between 18 -24 and 84% of people between 25 -30 use Facebook. 79% of
people 30 -49 also use it. Another 68% between 50 -64 use it.
Instagram:
Another important platform for a social media platform comparison is
Instagram. Instagram also has over one billion monthly active users. Sixty -
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79 User data shows that the platform is by far favored by younger people.
72% and 67% of thir teen to seventeen year olds and eighteen to twenty -
nine year olds, respectively, use it. This drops to 47% for 30 -49 year olds
and 23% for 50 -64 year olds. In addition, 35% of US teenagers rate
Instagram as their favorite social media platform, behind only Snapchat.
Snapchat:
Snapchat has much more of an appeal to younger users than older. At the
end of 2019, they reported 210 million daily active users. Although
Snapchat has global use, it has by far the most users in the United States at
over 97.5 millio n users. The next closest country is France with 20.4
million users.
69% and 62% of thirteen to seventeen year olds and eighteen to twenty
nine year olds use Snapchat, respectively. This decreases greatly to only
25% of thirty to forty -nine year olds. It is considered the most important
social network by 41% of teens.
Twitter:
A social media platform comparison shows Twitter’s usage by American
adults is lower than other networks. Only 22% of US adults use Twitter.
This platform is again favored by younger people. 44% of 18 -24 year olds
in the US use Twitter, and 31% of 25 -30 year olds use it. The vast
majority of Twitter users come from outside the United States. With 330
million global monthly users, 262 million of them are from outside the
US.
Pinterest:
Pinterest user data shows that over 300 million people use Pinterest every
month worldwide. Only 87 million of those users are in the United States.
User data is pretty evenly spread between age groups on Pinterest.
Between 25 -40% of everyone between 18-64 use Pinterest. This platform
is favored by women over men, with 42% of women using it and only
15% of men on it.
TikTok:
This app has exploded in popularity recently. TikTok was downloaded
738 million times in 2019 alone , with over 2 billion total downloads. Its
monthly active users are estimated to be 800 million. This figure would
make TikTok the sixth -most used social media app in the world.
Young adults are by far the most frequent users o f TikTok with 41% of
users between the ages of sixteen and twenty -four. Users spend an average
of just under an hour on the app per day. 90% of users access the app
multiple times a day.
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80 YouTube :
As mentioned previously, YouTube ranks higher than Facebook in usage
by all US adults. 73% of US adults use YouTube and 38% of those users
report logging in several times a day.
The largest age demographic for YouTube is eighteen to twenty -nine year
olds, with 91% using it. However, thirty to forty -nine year olds and
thirteen to seventeen year olds also use it a lot, at 87% and 85%
respectively.
LinkedIn:
This platform is most popular with people that have professional
careers. LinkedIn is popular for marketing to professionals.
The US has significantly more LinkedIn users than any other country in
the world with 160 million users. However, this social media platform is
used much less regularly than many of the oth ers. Only 9% of US users
visit LinkedIn more than once a day, and 12% visit every day. 23% visit
several times a week.
The largest age demographics for LinkedIn are 25 -30 year olds and 30 -49
year olds. This platform seems to favor people with high incomes. 49% of
people making more than $75,000 a year use LinkedIn. Only 26% of
people making $30,000 and $74,999 use it.
Social Media Advertising:
In the world in which we live today, removing yourself from social media
platforms is not an easy task, nor a terri bly great decision. On the other
hand, taking advantage of different social media platforms for your
advertising needs can be a great choice. Imagine the traffic and the visitors
you would have with just a single viral video.
Social media advertising is a n inexpensive tool that should be in every
company’s arsenal. For assistance with any of your social media
advertising or content needs, reach out to SEO Design Chicago.
5.5 SOCIAL MEDIA MARKETING STRATEGIES WITH EXAMPLES Here are the steps a company needs to take to build an effective social
media marketing strategy:
1. Identify social media goals that align to the business goals:
Start by setting goals t hat will act as not only a guide for how to use social
media, but also a benchmark of data to measure against. Use a SMART
goal format to find out what is realistic to accomplis h.
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81  Drive more leads
 Increase revenue
 Grow audience

2. Research and define the target audience:
It's important to know who the target market is, what they care about and
why they need a company's products or services. Social media platforms
are rich with data about users, so this exercise can be done without a
substantial market research project. Knowing demographic information
and who follows the social channel are great starting points .
It's also important to know that different platforms attract different users.
Knowing what social channels a company's target audience is on enables
them to choose which channels to invest time and resources into.

Here are some of the more popular soci al media platforms and the uses for
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82 3. Perform a competitive assessment:
Knowing what the competition is doing enables marketing teams to
identify what is working well and what is not for the competition. This
provides industry insights as well as op portunities to bring a product or
message to market.
Social listening tools can also help brands set up different monitoring
streams for competitive content and industry keywords.
4. Create and curate relevant content for the channel:
Knowing the goals, au dience and competitive landscape will help
determine the type(s) of content that brands need to create. Engaging
content comes in different forms and media. It can be company generated,
curated from elsewhere to share industry news or other thought leaders hip
pieces.
Businesses should publish content frequently and consistently to develop
an engaged follower base. Brands can post promotions to increase
engagement. They can also create posts that show a more relatable and
human side to the organization.
5. Be timely with posts and responses:
Posting when convenient for a business isn't always convenient for
customers. Taking advantage of the best times to post for engagement is
information that can be collected from analytics. Then organizations can
schedu le posts ahead of time using available publishing tools. Timeliness
of the content is also important as the news cycle moves fast.
Another element of being timely on social media is response time. If
customers engage with a brand on social media, they also expect a quick
reply. A brand can build authority and respect with its clientele through
these one -to-one relationships.
6. Gain buy -in and support from others in the organization:
Marketing departments need to engage other departments and stakeholders
within an organization. Marketing can learn a lot from sales to inform
future social campaigns, but sales can also benefit from marketing's
reach. Sales and marketing alignment is great, but senior stakeholder
support is also a necessity.
Supporting other departments' efforts is a common sign of a strong social
media program. Every department in a company can benefit from social
suppor t, but HR is usually the next best place to partner with. Social media
can be a recruitment tool and brand builder for prospective employees .
7. Measure and optimize:
The last element of building a successful social media marketing program
is to measure what works and what doesn't. Organizations should monitor
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83  Posts that get top engagement;
 Followers that continue to buy; and
 Ads that yield the highest ROI.
Here are some examples of businesses that can benefit from social
media marketing programs:
 Small businesses and start ups
 Social media marketing is a great tool for small businesses and
startups. It is a way for new businesse s to build some awareness
around their offerings. Using social media to sell products and
services to a new market can be an entryway into building a customer
base.
Direct sales companies :
These types of businesses are very entrepreneurial and grow through
communities. And social media can help build communities, tapping into
friends, family and beyond.
These started out as Tupperware and Mary Kay parties in homes. But
social media apps are paving the way for new waves of direct sales
companies such as LuLa Roe and Thirty -One Gifts. Party hosts no longer
must host parties in their homes. Instead, they can host virtual parties
using social media apps where consultants are able to show off their
wares.
Real estate :
Real estate companies benefit from social me dia by promoting open
houses and showcasing images of properties for sale. Features such as
Facebook Live and Instagram stories show video footage of these
properties in digestible formats for users to consume.
B2B companies :
B2B marketing teams are better able to identify who their target prospects
are -- and when done correctly -- can show up in the right person's
newsfeed.
The data presented about users on social media platforms helps paint a
picture of who the audience is. And using the social media adv ertising
tools, businesses can get the right message in front of that decision -maker
at the right time.
Example #1 – Burger King France :
One great example of humor in social media marketing during the
pandemic has been Burger King France, who shared a recipe for the
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At first glance, it is just a witty yet appropriate acknowledgment of the
situation by a global brand. It is more than that, thoug h. For one, by
putting super -crisp and fresh ingredients, Burger King suggested they use
just as fresh ones when they make their burgers and other products. Also,
you have to remember this was during the very early days of the
pandemic, when fast -food bran ds still didn’t have an idea how the
pandemic would affect them in the long run.
5.6 CONTENT STRATEGY Content strategy is the planning, development, and management
of conten t—written or in other media. The term has been particularly
common in web development since the late 1990s. It is a recognized field
in user experience design, and it also draws from adjacent disciplines such
as information architecture , content management , business analysis , digital
marketing , and technical communication .
Content strategy has been described as planning for "the crea tion,
publication, and governance of useful, usable content." It has also been
called "a repeatable system that defines the entire editorial content
devel opment process for a website development project.
How to craft an effective social media content strategy:
1) Identify and set goals :
The first step towards a long -term social media strategy is to set your
content goals. Having goals in mind will help you start planning out the
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This process involves digging deep into your brand values as well as
researching your audience.
Start by getting clear on your overall marketing goals and how you want
your content marketing strategy to serve those goals. The more specific
your marketing goals are, the better you will be able to tailor your social
media content to meet those goals.
2) Plan your social content :
Once you’ re clear on your goals, it’s time to conduct a social media
content audit on the content you’ve created so far. Look at which posts
performed well, which ones didn’t and what you posted on each platform.
If you’re using a social media management platform like Sprout Social,
you can look at all of your social media data and analytics in one place.
Even without a social media tool, you can analyze your data by exporting
each platform’s anal ytics into a spreadsheet.
Facebook, Twitter, Pinterest Business and LinkedIn Business accounts let
you easily export your post and page analytics directly from the platform.
A content audit will help you substantiate what you think is working well
with qua ntitative data that shows you how each post performs.
Having a consistent brand voice will also help you have a better
understanding of who your audience is. You can’t create good social
content without knowing who your followers are. During this phase, do
some target audience research. Build a target persona of your audience and
can compare it to who you think your target audience should be. Include
things like basic demog raphics, acquisition channels and content
preferences.
3) Build a content calendar :
Once you know what content performs best and you’ve identified your
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86 calendar will let you take a big -picture approach to social media content
planning. It will help you visualize your ideas and organize them in a way
that makes the strategy easier to execute. Your content c alendar will be a
hub for everything you post .
When deciding where to post what content, also consider what types of
content perform well on that platform based on your audit. Keep in mind
that there are best practices when it comes to the best times to post on each
platform .
A content calendar makes it easier to collaborate on social media posts
with different people across your company. It’s helpful to colla borate with
different departments to create a better -rounded plan.
4) Promote and distribute your content :
Your social media strategy goes beyond what you post on your social
channels. Planning and publishing your content is only a small percentage
of a su ccessful social media strategy. A good strategy involves finding
ways to actively distribute your content so that as many people as possible
see it.
When you establish a content distribution strategy, you’ll set up your posts
to be shared more widely.
You can also encourage your audience to engage with your content by
asking a question and encouraging them to share their answers, on social
media or in the comments section of a blog post .
Individual social media platforms have their own ways to help you
maximize reach as well. On platforms like Twitter and
Instagram, utilizing hashtags is a great way to distribute your content
further. Hashtags help you reach people who not only follow you but are
following a specific trend or interest. On LinkedIn and Facebook, join
groups related to your industry and share content when it relates to the
conversation.
Another good distribution strategy involves networking with bloggers and
conten t creators in your niche.
5) Measure results :
The last step to an effective social media content strategy is measuring the
results of all of your efforts. Proper tracking is going to be vital to creating
a strategy with longevity. Keeping detailed metrics will help you tweak
and optimize your plan over time. Ideally, you should analyse your
content every month to keep track of what’s working. When analysing
your data, take a top -level view of your content over a given period.
A few of the most important social media metrics to measure include:
 Awareness : The number of times people saw your content as told by
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87  Engagements : The number of reactions, comment s, clicks and shares
your content gets
 ROI : Conversions and referrals from external sources
6) Putting it all together :
Effectively planning a social media content strategy is an ongoing cycle,
but it doesn’t have to be overwhelming. Plan out your process with the
ideas above and stick to these essential steps to develop content planning
that puts a strategic approach first.
5.7 CREATING CAMPAIGN ON SOCIAL MEDIA (FACEBOOK) Facebook has changed its campaign structure quite a few times already. A
quick and ha ndy overview of how your Facebook campaigns are
structured is as follows
How to create campaign on Facebook:
1) Create a Business Suite account
2) Connect or create your Facebook Page
3) Create your ad account
4) Add the pixel to your website
5) Create your Facebook ad campaign
6) Create your Facebook ad set
7) Create your ad
8) Publish
1. Create a Business Suite account:
Business Manager and Business Suite are now merged into one. When you
create a Business Manager Account, you will be brought into the Meta
Business Suite interface. You can access the old Business Manager
interface (by clicking Help > Switch to Business Suite) but your best bet is
to get familiar with Business Suite since this is here to stay.
To create an account, go to business.facebook.com and click “Create
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You’ll be asked to add your business name, your name, and then your
business email. Upon confirming your email, your acc ount will be set up.
Here is where you’ll be brought to the Meta Business Suite interface.
2. Connect or create your Facebook Page:
Head down to the bottom left and click on Settings.

From there, click the second gear you see, or you might see a prompt t o go
to Business Settings. Both take you to the same place. Business settings is
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You need a Facebook Page in order to advertise. On the left window,
select Pages and then click Add. Here you can either add an existi ng Page,
create a new Page, or request access to a Page (such as if you’re running
ads for another business).

While you can supply the bare minimum just to get your page created, it’s
best to build it out fully before you start advertising since users ca n
navigate to your Page from your ad.
3. Create your ad account:
You’ll see an option on the right to create a new ad account.

Provide your Ad account name, time zone, and currency then click Next.
Facebook will then ask you whether the ad account is go ing to be used to
manage ads for the business account through which you’ve created this ad
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Next you’ll be asked to add people and permissions. Select your name and
give yourself full control over everything.

Click Assign and then click Add Payment Info. Now you have an ad
account set up.
4. Add the pixel to your website :
You don’t have to do this step now, but you’re going to have to do it
eventually, so may as well get it over with! The pixel is a little snipp et of
code that will tell you what your ad viewers do once they land on your
website. Insights from the pixel help you to further optimize your ads as
well as create Facebook retargeting audiences which tend to perform well.
To set up the pixel, go to Data Sources, select Pixels, and on the right,
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Facebook will ask you whether you want to install it manually or using a
partner integration.

The partner integrati on methods are designed to make the process easier
without using code, so I’d encourage you to go that route first.
Current partners include:
 WordPress
 WooCommerce
 Tealium
 Shopify
 Makeshop
 Magento
 Google Tag Manager etc. munotes.in

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Set up your web events :
As part of the pixel setup process, you’ll have to verify your domain and
configure your web events ( Aggregated Event Measurement ). Paid Media
Pros offers an easy tutorial video for configuring your web events .

Note that you can always revisit the domain verification process by going
to Brand Safety > Domains, and revisit the event setup proc ess by going to
Events Manager.
5. Create your Facebook ad campaign :
Now click the hamburger menu at the top left (All tools) and select Ads
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On the left, select “Create.”

Choose your campaign objective :
Facebook offers three categories of campaign objectives: Awareness,
Consideration, and Conversion.
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94 In terms of which objective to choose, it will depend on what your offer is
and who you’re targeting. Ultimately, you want to have a full-funnel
Facebook ad strategy where you create different campaigns for each stage
of your funnel, but for help choosing which objective is best for this
particular campaign, this chart may help:

Note that if you choose a conversions campaign, you defin itely need to
have your pixel set up and web events configured.
Campaign settings :
Once you select your objective, you’ll see something like this:

 Campaign name: Use whatever you want, as long as it makes sense
to you.
 Special Ad Categories: If you fall into any of those special
categories, declare that here so you can take care of any further
documentation you may need to provide, depending on Facebook
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95  Campaign details: Here you can change your objective if you need
to, and you can also select a campaign spending limit (if you go with
a daily budget —more on budgets in a bit).
 Campaign Budget Optimization: With this setting turned on,
instead of choosing your budget separately for each ad set within a
campaign, Facebook will decide wh ich ad sets should receive a higher
percentage of the spend based on performance.
6. Create your Facebook ad set:
Now we’re in the ad set stage. There are more features and settings here
too, but here’s what matters.
 Traffic: Choose where you want to drive traffic. This is because I
chose a traffic campaign for my objective, but this window may look
different for different objectives.
 Dynamic creative. Facebook dynamic ads operate similar
to responsive search ads, where you provide the assets (images,
videos, headlines, descriptions, etc.) and Facebook will mix and
match them into different com binations. For simplicity’s sake, I will
not opt into this setting.
 Optimization & delivery. This i s where you tell the algorithm what
you see as success for your ad set so that Facebook can further refine
who it shows your ads to.

The options here will vary depending on your campaign objective, but
here is a quick guide on how to choose:

Budget & schedule :
Here is where you choose a daily budget or lifetime budget.
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96 Choose lifetime budgets when:
 You need to run your ads on a schedule
 Your campaign has a set budget and end date
Audience :
In this step, you select exactly who you want to reach with your Facebook
ad, which you can define based on:
 Location
 Age
 Gender
 Interests and behaviours

For detailed targeting , you can create rules so that the ad tar gets users
with one OR another or one AND another interest. Either way, it’s best to
stick to just one or two interests or demographics per ad set. Otherwise
you won’t know what audiences are working for you. If you have more
interests to target, you can a lways create new ad sets.
On the right, Audience definition will tell you how large or small your
audience will be based on the criteria chosen, and Estimated daily
results will tell you how many people you’re estimated to reach based on
your daily spend. Keep in mind that these are just estimates and aren’t
always 100% reliable, so take them with a grain of salt.
Choose your placements:
Now you’ll choose your placements. Placements refer to where your
Facebook ad will appear on the Facebook network. Betwee n mobile and
desktop, Instagram and Facebook, there are a number of placements to
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You’ll have two options here: automatic or manual. You may be tempted
to manually choose which placements you want, but if you’re just starting
out, it’s best to leave it on automatic and let your ad show on every
possible placement to start.
7. Create your ad:
i) Create your ad creative :
The creative refers to the visual part of your ad, and this should be the
focal point of the ad. Facebook supports three ad f ormats: single image
and video ads, carousel ads, and collection ads, and you have three
creation options: use an existing post, a Creative hub mockup, or upload
your own design.

ii) Write your copy:
Next it’s time for your ad copy, which consists of:
 Primary text: above the ad creative; only the first 125 characters
show.
 Headline: just below the creative, 40 characters or less.
 Description: just below the headline, 30 characters or less.
iii) Choose your call to action:
Once you enter your ad copy, ente r your website URL and choose the call
to action that makes the most sense for your offer. You can always A/B
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iv) Confirm your tracking:
Last but definitely not least, make sure your website event tracking is set
up (if you skipped it fr om earlier). You’ll have the option to set up app and
offline events if applicable, as well as set a unique URL parameter so you
can identify visitors to your website from this ad.


8. Publish :
That green button on the bottom right of your screen never l ooked so
beautiful. Once you hit publish, an algorithm (and sometimes a person)
will review for any Facebook Ad disapprovals , so your ad can take 24
hours (sometimes mor e) to get approved. Once it’s up and running, your
ad will go through a learning period during which Facebook will gather
the performance data it needs to optimize who it deliver s the ad to and
when.
5.8 ASSESSMENT OF CAMPAIGN USING FACEBOOK ANALYTICS 1) Find Your Competitors:
For this part of your Facebook analysis, there are three kinds of posts that
you’ll want to scrutinize for insights: posts related to your industry, your
competitors’ posts and your own posts. If you’re not sure who’s your
competition, here are a few strategies to incorporate during your research:
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99 Find them on Google :
Use Google to search for key phrases relating to what you do. If your
business is not loca l, you can use search terms that best describe your
industry.
Look at who your audience follows :
Check out the other brands your audience follows on social media and
note the most similar to your company.
1) Analyse What They’re Doing :
Once you’ve identif ied your top competitors:
Choose the top 3 -5 competitors to benchmark your efforts against.
Gather information about them, including the social networks they use, the
size of their following, how often they post and what their engagement
numbers are like.
2) Audience Growth:
You can see how your audience growth compares to that of your
competitors. See how often you’ve been publishing Facebook posts. This
report also shows you what type of content you’ve published, your three
top-performing posts and engage ment for each post. You can view
impressions —both paid and organic —and see reactions, comments and
shares for each post.
3) Gather Your Data:
Now that you have some benchmarks and an idea of what your
competition is doing, it’s time for some self -reflectio n. In this step, you’re
going to pull data on your brand through Facebook Insights. Accessing
Facebook Insights is simple: just go to the Facebook Page Manager and
click Insights.
4) Analyse Your Facebook Page Data:
Once you’ve gathered all your data, it’ s time to dive into the numbers. It’s
best to divide this into two different parts. First, we’ll take a look at page -
level metrics, then we’ll go over analysing individual post -performance.
Facebook Likes:
This simply refers to the number of people who cli ck the “Like” button on
one of your posts. Facebook likes are a clear indicator that somebody is
enjoying your social media content. This is a metric that you should
always work on increasing, as it shows that people have some basic
connection to the conte nt that you’re posting.
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100 Facebook page reach :
Reach refers to the number of people who saw and/or interacted with your
posts, and it includes negative interactions, such as hiding posts or
reporting posts for offensive content.
Facebook page engagement :
Engaged users refer to the number of people who clicked anywhere in
your post, without generating a story, plus the number of unique people
who created a story about your Page post. This is a great metric to increase
because it means people are creating thei r own unique stories about your
posts.
Video Stats :
The page data also includes statistics about your video content and how
users interact with it.
To access this data, check out the tab for Total Video views (daily,
weekly, 28 days), for paid and organic views. There is also a tab with data
for the Daily Total Number of Times a Video Has Been Seen Again ,
which is the number of times a video has been played after the initial play.
Bot stats :
If you’re using chatbots to interact with Facebook users, you’ll n eed to
track their performance.
5) Analyse Your Facebook Posts :
When looking at the performance of individual posts, we’re going to
analyze both reach and engagement metrics. Here’s a breakdown of what
each includes:
 Post Reach shares basic post statistics like impressions, engaged
users, consumption and video views.
 Post Engagement shares basic engagement stats like engaged users,
consumption and negative feedback.
Reach :
According to Facebook , “Post reach is the number of (unique) people who
have seen your post. Your post counts as reaching someone when it’s
shown in their News Feed.”
Comments :
Comments allow you to get direct feedback on your content from your
audience. Not all comm ents are good, and negative comments may be an
indicator that you should stop and rethink the content you’re publishing.
Positive comments and engagement indicate that your content is
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101 6) Ask Yourself the Right Questions:
Now that you have some insights as to how to properly interpret data, use
these questions to help guide your Facebook analysis.
Who Are Your Facebook Users?
Understanding the demographic breakdown of your Facebook audience is
a powerful insight that could help inform which types of products or
content you post about and how you position them.
Where Are Your Facebook Users?
As companies and social media sites go global, the idea of geo-
targeting has become very popular. Distributing different content to
Facebook audience members in different locations is something that great
Facebook marketers should always be considering.
7) What to Do After Checking Page & Post Da ta:
Every social media presence is different, so what works for one company
may not work for another. Using the insights from your Facebook
analysis, you can determine what types of content to publish and when.
5.9 SUMMARY  Social media marketing (SMM) is a form of internet marketing that
uses social media apps as a marketing tool.
 Social media helps spread those messages to the right people at the
right time, through both free and paid means
 SMM is a long -term investment. Social media platforms yield a high
ROI, but not in the form of immediate results. The success of an
SMM program isn't determined by one piece of content, but rather
several over long periods of time.
 Facebook is one of the most popular social media platforms in the
United States and in the world. In the United States, it is second in
usage after only YouTube.
 LinkedIn: This platform is most popular with people that have
professional careers. LinkedIn is popular for marketing to
professionals.
 Content strategy has been described as planning for "the creation,
publication, and governance of useful, usable content." It has also
been called "a repeatable system that defines the entire
editorial content development process for a website development
project
 A content calendar makes it easier to collaborate on social media
posts with different peo ple across your company. It’s helpful to
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102 5.10 SELF -ASSESSMENT TEST (A) Answer the following Questions:
1) Define Social Media Marketing. List out the 5 pillars of Social Media
Marketing?
2) Write a note on Advantages & Disadvantages of Social Media
Marketing?
3) Describe the Social Media Marketing Strategies, with examples?
4) Write a note on various Social Medias?
5) Define Content Strategy. How to design an effective Content
Strategy?
6) How to create camp aign on social media i.e. Facebook?
7) List out the ways through which Campaign assessment can be done
using face book analytics techniques?
(B) Fill in the Blanks:
1) ___________is the use of social media —the platforms on which
users build social networks and share information —to build a
company's brand, increase sales, and drive website traffic.
2) ______________is a form of internet marketing that uses social
media apps as a marketing tool.
3) There are _______ pillars of social media marketing that will lead to a
successful program.
4) _________is one of the most popular social media platforms in the
United States and in the world . In the United States, it is second in
usage after only YouTube.
5) _________ is the planning, development, and management
of content —written or in other media.
6) The first step towards a long -term social media strategy is to set
your____________.
7) Facebook, Twitter, Pinterest Business and ______________let you
easily export your post and page analytics directly from the platform.
8) The term Content Strategy has been particularly co mmon in web
development since the late _______.
9) ___________ help you reach people who not only follow you but are
following a specific trend or interest.
10) ____________ can be a recruitment tool and brand builder for
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103 Answers:
1-(Social Media Marketing / Digital Marketing/E -Marketing)
2- (Social Media Marketing i.e. SMM)
3-(5)
4- (Facebook)
5-(Content Strategy)
6-(Content Goals)
7-(LinkedIn Business accounts)
8-(1990’s)
9-(Hashtags)
10-(Social Media)

*****

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104 6
DISPLAY MARKETING
Unit Structure
6.0 Objectives
6.1 Introduction
6.2 Importance
6.3 Features
6.4 Categories
6.5 Display Ads vs Native Ads
6.6 Types of Display Marketing
6.7 Advantage & Disadvantages
6.8 Google Display Ads
6.9 Best Practices
6.10 Value Addition
6.11 5-Elements of Display Marketing
6.12 Summary
6.13 Self-Assessment Questions
6.14 Case Study
6.0 OBJECTIVES  To Study Importance, Features & Categories of Display Ads
 To Understand Difference between Display Ads & Native Ads
 To S tudy Types & Advantages
 To Study Google Display Ads
 To Understand Best Practices, Value Addition & Elements
6.1 INTRODUCTION A popular and effective format of digital advertising is display advertising.
It is completely driven by the visuals it uses to att ract attention and spread
brand awareness across the internet.
Display ads are a lucrative method of advertising for marketers looking for
ways to reach and acquire customers. They make generous use of visual
media in the form of texts, images, or even vid eos to catch people’s
attention.
You can usually spot display ads in designated corners of webpages and
social media platforms, and they are usually showcased in the form of a
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105 simple te xt to those with attractive videos can be grouped under display
advertising.
Most successful display advertising campaigns use a clever combination
of images, text, gifs, and videos to stand out on the internet and send their
message across to the targeted audience. Marketers can play around with
language, design, shapes, and sizes of banners to create engaging display
ads.
The Display Advertising Targeting Process :
One of the most vital features of display advertising is its ability to target
specific sect ions of the audience that match parameters based on the
advertiser’s requirement. The display advertising targeting feature ensures
that your ad reaches the right audience, and ad spend isn’t wasted on a
demographic that isn’t interested in your product/se rvice.
The multitude of options available when it comes to display ad targeting
can be overwhelming; it is important to have clarity about the kind of
demographic that you want to cater to, and accordingly choose from
available targeting options.
6.2 IMPOR TANCE With internet use increasing day by day – there are now over 4.66 billion
internet users worldwide – it is no surprise that the internet is one of the
best places to advertise your business.
The digital age has given people the convenience to shop on line in a few
clicks without having to leave the house. As a result, using display
advertising can be a powerful way to reach your target audience.
By allowing your business to show up in the places where your audience
is already active online, display adv ertising can do things that search
cannot. Because the Google Display Network is so vast, engaging in
display marketing can be risky for your business — if you’re not careful,
you can potentially waste a lot of ad spend with display advertising.
However, t here are so many benefits of display advertising and, if you are
confident in display advertising, you have the opportunity to transform
your PPC strategy.
Display ads have the potential to significantly improve your brand
awareness thanks to their eye -catching visual format. With display
marketing, you can strengthen brand consistency and visibility, nurture
leads, track performance, and support the success of your other PPC
activity – to name just a few of the benefits.
6.3 FEATURES Here are some measures you can take to make the most of this
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106 1. Define your demographic : Based on the audience's fundamental
demographic characteristics —such as age, gender, interests, etc. —you
can segment th em.
2. Identify target keywords : This enables you to target a certain
demographic based on terms that correspond to your product or
service. Your keywords will be matched by the display ad network
with words or phrases found on the publisher's website where y our ad
will appear.
3. Zero -in on the topic: With this function, you can select a collection
of websites that fall under the same general topic or classification as
your company.
4. Formulate the ideal placement : The website where you want your
display adverts t o appear is up to you. For instance, if you want to
reach customers of a particular automobile model, you can place
advertising on pages with product reviews or articles about that
particular model.
5. Show ads based on interest : Because Google tracks user be haviour,
you may run display advertising that appeals to particular interests
based on the users' searches. An automobile fanatic, for instance,
might be looking into tyres, car stereos, etc. Your ad will appear on all
pertinent web pages thanks to interes t-based display ad targeting.
6. Retarget based on past behavior : You can target visitors who have
already visited your website using this display ad targeting tool, also
known as retargeting, to increase the impact and recall of your brand.
Display advertisi ng is the practice of promoting a good or service using
visuals like photos and videos on networks of publisher websites like
Facebook and Google Display Network, among others.
6.4 CATEGORIES The forms of display ads —banner, picture, and text —are posted on
pertinent third -party websites. The phrase "display advertising" is
essentially a catch -all for all visual advertisements that are posted on
websites:
1. Site placement advertising: The website that the advertiser or
marketer wants to place their display adv erts on is chosen in this type
of display advertising.
2. Contextual advertising: In this form of display marketing, networks
position advertisements on websites that are relevant to the product
being advertised. For instance, a dog food advertisement might a ppear
on a website that helps people adopt pets.
3. Remarketing: Display advertising for remarketing are shown to
visitors who have visited your website or post -click landing page but
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107 6.5 DIS PLAY ADS VS NATIVE ADS

While display ads are used as an umbrella term to include all ads that users
see online. The term native advertising refers to a form of advertising that
attempts to match the content of the platform. This is done to make the
messa ge more easily consumable by the users of that platform. Native ads
appear in -feed and are non -disruptive, like suggested posts on Facebook or
promoted posts on Twitter.
So, while the intent of display ads is to stand out, native ads are meant to
blend in with the web page they are situated on and not look like ads at all.
Native ads are mostly found on social media feeds or as recommended
content on a webpage; the ads look like part of the editorial flow of the
page.
Display ads call out for attention, whi le native ads blend in with web
pages and focus on soft -selling.
Native ads are ideal for driving traffic to your website as they serve users
with educational ad content that piques their interest.
If you’re looking to educate users on a particular subject or are just trying
to get them to your website to view more offers, then creating native ads is
your best bet. Native ads are non -intrusive and so aren’t affected
by banner blindness, however, if the goal of your campaign is to increase
brand awareness, r etarget lost customers, or customer acquisition then
creating a display advertising campaign is the right way to go.
Why you should include display ads in your marketing campaigns :
Display ads present you with the opportunity to showcase your offers in a
wide variety of ad formats. Plus, when you create display ads on
advertising platforms such as the Google Display Network, your ads have
the potential to reach users on millions of websites around the globe.
Display advertising is an excellent way to build brand awareness and get
clicks, conversions, and sales from users who might not have an interest in
your business per se but have found your display ad to be relevant to the
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108 The success with display ads lies with targeting the right user at the right
time on the right website.
In terms of remarketing campaigns, display ads work wonders for
customer acquisition and brand awareness as they remind users who have
left your website what they’re missing out on by not availing a p articular
offer.
Display ads have the potential to increase your marketing ROI as their
format demands attention; they increase brand awareness and visibility,
and target relevant audiences with retargeting campaigns.
6.6 TYPES OF DISPLAY ADVERTISING The m ain message of the campaign must be conveyed to the audience
through graphics for display advertising management to be effective.
Having consumers naturally led to an advertisement when they visit a
website or social media platform is the goal. So, when fo rmulating your
display advertising management plan, here are a few possibilities you
should test out.

1) Banner ads :
As they stand out on any webpage, banner adverts are the most popular
type of display advertising. Their name derives from their banner -like
shape. They are nothing more than a series of hyperlinked, image -based
advertising. In order to grab the user's attention right away, they are
typically positioned near the top of a webpage.
2) Rich Media :
A third of Internet users find standard banner advertising to be annoying,
therefore businesses are looking into more creative ways to display their
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109 involves incorporating compelling interactive components like video,
audio, and cli ckable features into the commercial.
3) Interstitial ads :
Before you are taken to the website you first intended to visit, these
advertisements appear on a separate page. They successfully grab the
user's attention since they fill the entire screen.
4) Vid eo ads :
Video ads are slightly more expensive than display ads, but they are still
worthwhile. Marketers can now easily run video ads that draw a lot of
interest and engagement thanks to platforms like YouTube and Instagram.
6.7 ADVANTAGES & DISADVANTAGES Advantages:
 Visual : To grab your audience's attention, you can employ eye -
catching graphics or rich media.
 Awareness : You can advertise your brand and market your goods and
services. Display advertising might generate early attention, whereas
search advert ising targets consumers who are ready to make a
purchase. Display advertisements are seen by a lot of people and have
a wide audience.
 Targeted : Some targeting choices are not accessible through search
marketing. Topic and interest targeting as well as rem arketing are
some of these. You can also target particular demographics, such as
age and gender.
Disadvantages:
 Lower click -through rate (CTR) : The CTR of display ads is often
lower than that of search ads.
 Lower conversions : A lower CTR also translates to fewer
conversions, such purchases and sign -ups. Users may not be prepared
to make a purchase when they encounter your advertisement because
they aren't actively shopping for your goods or services. Display
advertisements are better suited for lengthy sale s cycles than for
making large numbers of sales.
 Ad avoidance : Despite having a lot of impressions, you cannot be
certain that users actually paid attention to your advertisement. Users
may not see your adverts if they use ad blocking software.
6.8 GOOGLE DISPLAY ADS In terms of display advertising, Google is undoubtedly the dominant
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110 domains like YouTube and Gmail, the Google Display Network today
reaches 90% of all internet users w orldwide.
The two main types of Google display ads :
Responsive display advertising and uploaded image advertisements are the
two main categories of Google display ads that are most frequently
employed. For a long time, the Google Display Network only accep ted
simple text advertising or images with preset sizes.
The number of ad types on the Google Display Network has grown
significantly over time, and the introduction of responsive display
advertisements has, arguably, changed the advertising landscape for many
companies wishing to use Google Ads to market their goods and services.
A. Responsive display ads:
Responsive display ads are the default ad type for advertisers using
Google display advertising.
With responsive display ads, you upload a selection of images or allow
Google to scrape your website for suitable images, and write a choice of
headlines and descriptions for your ads. Google will then use these to
create responsive ads for you.
Google Ads will automatically optimise your responsive display ad for
performance by testing different combinations of visuals and copy to
determine which versions of your ad perform best.
On top of this, responsive display ads automatically adjust in size to suit
the requirements of the webpage it appears on, helping t o make the entire
advertising process faster and more seamless for you.
Responsive display ads typically have a lower cost -per-click (CPC) and a
higher click -through -rate (CTR) than uploaded image ads. However, the
responsive nature of these ads means that you hand the reins over to
Google and have less control over the design process.
B. Uploaded image ads:
Unlike responsive display ads, uploaded image ads allow you to have
creative control over the look and feel of your display ads.
When using standard im age ads, you can create your ads in a design tool
of your choice then upload them to the Google Ads interface using one of
the supported image file formats; JPG, PNG or GIF.
However, it’s important to note that uploaded image ads won’t
automatically resize to fit the webpage they are shown on. Therefore, if
using this display ad type, you will need to upload your ad in various ad
sizes to ensure your advert will be shown across different web pages.
As a result, uploaded image ads allow you to exercise great er control over
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111 requires you to take onus for the optimisation and performance of your
display ads.
Standard ad sizes on Google :
Variety is the spice of life when it comes to display ing advertising through
Google. There are a wide range of ad sizes to choose from, allowing you
to test which format works best for your ad campaigns.

The current supported ad sizes for Google Display ads are:
Square and rectangle ad sizes :
 200 x 200px – Small Square
 240 x 400px – Vertical Rectangle
 250 x 250px – Square
 250 x 360px – Triple Widescreen
 300 x 250px – Inline Rectangle
 336 x 280px – Large Rectangle
 580 x 400px – Netboard
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112 Skyscraper ad sizes :
 120 x 600px – Skyscraper
 160 x 600px – Wide Skyscr aper
 300 x 600px – Half-Page Ad
 300 x 1050px – Portrait
Leaderboard ad sizes :
 468 x 60px – Banner
 728 x 90px – Leaderboard
 930 x 180px – Top Banner
 970 x 90px – Large Leaderboard
 970 x 250px – Billboard
 980 x 120px – Panorama
Mobile -only ad sizes :
 300 x 50 px – Mobile Banner
 320 x 50px – Mobile Leaderboard
 320 x 100px – Large Mobile Banner
When uploading your standard image ads for use on the Google Display
Network, make sure you upload your ad in a variety of sizes to ensure it
will be displayed across diff erent mobile and desktop placements.
Why display advertising is important: a wrap -up:
Hopefully, this article has answered your questions to “what is display
advertising and why is it important?” and reminded you of the importance
of using display advertis ing within your wider digital marketing efforts.
Display advertising is a fantastic way of increasing brand awareness and
converting leads into sales in a way that is customisable, personable, and
entirely responsive.
If you are looking to level up your di splay advertising campaigns, we are
here to help. Growing your online business is important and, here at
Common Ground, we will use our proven frameworks and PPC
experience to generate measurable results for your business.
Want to see how we’ve helped othe r businesses to leverage the powers of
paid advertising? Take a look at a selection of our PPC case studies to see
exactly how we helped numerous brands improve their paid adverti sing
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113 6.9 BEST PRACTICES To make the most of display advertising and grow your business, using the
latest best practices is crucial — no surprise there. Here are a few things to
keep in mind when creating display ads and executing your marketin g
strategy.
1. Get your targeting right :
Successful targeting involves identifying your ideal client persona and
doing research to understand your customers better. With keyword
targeting, your ads will show up on websites whose contents match the
chosen k eywords.
Placement targeting lets you choose the specific websites on which the ads
will appear, while demographic targeting focuses on your audience’s
demographic profile.
Display targeting allows you to serve ads based on what users enter in
search eng ines, and topic targeting involves selecting websites that fit
within a certain topic.
2. Create ads that stand out :
You not only want to attract the perfect leads, you also want them to click
your ad and take action. That’s why content and design are such important
elements of a successful display ad.
Using high -quality images that convey a strong message can help elicit an
emotional response from your ideal audience.
You can also take advantage of programmatic advertising to serve various
iterations of the same copy to differently segmented audiences.
Lastly, short -and-sweet ad copy can establish urgency and serve as a
teaser to make users want to know more.
3. Explore rich media :
Unlike traditional static display ads, rich media features an element of
interaction. This could be in the form of audio, video, Flash, or the ability
to expand when a mouse cursor hovers over the ad.
Taking advantage of the popularity of video content and the effectiveness
of this form of multimedia advertising can capture th e attention of your
audience and keep them interested in what you’re offering.
Although being more interactive comes at a (literal) price, investing in rich
media can be worthwhile for your ROI if leveraged well.
In 2022, when creating video ads, pay sp ecial attention to the sound. In
fact, more than 66% of American web users find ads with loud audio
annoying. That’s why out stream video campaigns are gaining popularity.
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114 When designing media for your display ads, make sure it provides
sufficient information (such as captions or copy overlaid on the visual)
without sound needed.
4. Create effective landing pages :
The main goal of any digital marketing campaign is usually to increase
lead generation and sales.
In addition to an attention -grabbing display that gets users to take action,
make sure the landing pages you’re linking to are equally as thought -out
and optimized.
The most effective landing pages often follow a few guidelines,
including:
 An enticing call to action (CTA)
 A design that’s consistent with the ad
 An easy -to-complete form
 A mobile -friendly experience
5. Ensure ads are mobile -friendly :
Speaking of mobile -friendliness: Making your ads mobile -friendly will
enable you to re ach a wider online audience. After all, roughly 1 in 5
American adults are “smartphone -only” internet users, according to Pew
Research.
Designing your ads with smaller screens in mind will provide a great user
experience for people who access the internet through hand -held devices.
Your landing pages may also need to be optimized so that they adjust to
different screen sizes. This process will go a long way in improving the
customer journey and increasing conversion rates.
6. Take advantage of remarketing :
We talk a lot about remarketing around here. That’s because we know it
can be a highly effective tool to have in your marketing arsenal.
It’s also worth noting that remarketing is evolving. With the third -party
cookie phase out slated for 2023, it’s wis e to start focusing on alternatives
to straightforward retargeting.
Right now, Google is working on an alternative to remarketing ads. It’s
called FLEDGE (First Locally -Executed Decision over Groups
Experiment.). This option should allow you to target prev ious website
visitors without revealing their browsing history.
Chrome describes FLEDGE as “a Privacy Sandbox proposal to serve
remarketing and custom audience use cases, designed so it cannot be used
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115 In 2021, 83% of marketers relied on third -party cookies for their
marketing tactics. The faster you adjust to the alternatives, the more
market share you can steal when the third -party cookie finally sunsets.
7. Stay true to your brand :
To make y our ads feel seamless and professional, it’s important to
prioritize brand consistency. Ads that mirror the look and feel of your
website and landing pages will make it easy for users to connect them with
your company.
When both your brand and products ar e easily recognizable every time a
user encounters your ads, you can create trust, promote brand recognition,
and foster loyalty.
8. Test and measure your ads :
The importance of measuring ads cannot be denied. A/B testing different
ad formats will help yo u identify, optimize, and serve the most effective
ads to your target audience.
You can A/B test things like CTAs, images, and ad copy — just make sure
to test only one element per A/B test.
As you run your campaign, carve out time to evaluate whether yo ur efforts
are bearing fruit. Be sure to set up proper tracking at the beginning of your
campaigns and have established KPIs to measure against. These include
impressions, reach, click -through rate, and conversion rate.
You can then use the data you colle ct to regularly optimize your targeting
ads to improve overall performance.
9. Explore mobile gaming display advertising :
Mobile gaming continues to experience a significant rise. These days,
active gamers span nearly all ages, genders, and occupations.
With the number of gamers exceeding 3 billion worldwide, exploring
gaming ads can help you reach a wider audience. Formats of in -game ads
are similar to regular online advertisements. They include static, video,
image, and audio ads.
6.10 VALUE ADDITION 1. Build Brand Awareness and Visibility to Support your Bottom
Line :
It will come as no surprise that eMarketer found sales/revenue to be
the leading marketing KPI (key performance indicator) for brand
marketers in 2020.
It is important to remember that dri ving sales doesn’t come easily or
without the work of many factors doing their part to achieve this overall
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116 traffic are all significant contributing factors that work to drive overall
sales and revenue.
In 2020, advertisers agreed that display ads were in the top four for most
essential channels for accomplishing their goals (falling only behind
video, search, and social).
Whether high impact or standard, display banners drive a high vo lume of
impressions and engagements, which keeps your brand top of mind with
consumers. In turn, they drive sales and revenue making them a vital
channel for accomplishing goals.
See for yourself! Below we’ve outlined how a display digital advertising
strategy can be used in different ways and with unique formats across the
various stages of the customer journey to keep your brand top of mind.
2. Low(er) Cost of Entry :
In comparison to other digital advertising channels, it’s relatively
inexpensive to get started with display advertising. With just an image and
text, you can get started raising brand awareness and driving site visitors.
In addition to the low production cost, the pricing structure for display ads
is usually flexible and lower. Standard pri cing metrics that define success
for a campaign include:
 Cost per metric (CPM)
 Cost per click (CPC)
 click -through rate (CTR)
This chart to the right helps to show that all of these metrics remain both
effective and efficient for programmatic campaigns throughout the past
decade. The average Display CTR has grown by 40% from 2012 to 2018,
while mobile has increased by nearly 91% .
Because o f the low cost of entry to get started with display ads, it’s a great
tactic to add to your other marketing effort to continue to drive your
brand’s message to consumers as they search and browse across different
channels.
Alternatively, if you already ha ve a presence on social media , we can use
our social to display solution to lower the entry lift even more. Social
display ads are authentic recreations of social media posts configured to
deliver in traditional banner placements. These ads combine this gr eat
content that comes with social posts with the efficiencies and scale of
programmatic.
3. Reach Consumer on the Go: Mobile Friendly Ads to Reach Mobile -
First Consumers :
Since 2020, overall time spent consuming media has dropped slightly.
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117 can see in the chart to the right, digital, and specifically mobile, has the
highest amount of time consumers spend consuming media. Every day, the
average consumer spends nearly 4.5 hours on their mobile device,
accounting for ⅓ of all media consumption.
Interestingly, as consumers spend more time on their phones, they aren’t
implementing the ad -blocking technology we see them use on their
desktop devices. 60% of consumers ages 18 -24 use ad blocking on their
desktop, while only 18% of them use these features on a mobile device.
Ultimately, this means for advertisers is not a loss of money but rather a
loss of supply.
That said, you’re still able to reach these users through existing channels,
like m obile display, and DSPs as some users opt into acceptable ads
determined by acceptableads.com. With platform -agnostic capabilities,
you can pivot campaigns seamlessly between DSPs to find the best
inventory for every campaign individually.
As advertisers think about how to reach digital consumers, mobile is an
essential channel to include. Programmatic digital display gives
advertisers the chance to reach these consumers more so than any other
media channel.
4. Keep the Conversation Moving: Target and then Retarget
Consumers :
As mentioned above, digital display advertising isn’t a new or shiny ad
format – it’s been a staple of digital advertising for over 25 years.
However, what does continue to evolve and improve are the targeting
capabilities for reachin g your audience.
Audience insights and data are used for programmatic display ads to best
reach your desired audience with where they are currently at in the
customer journey. 1st party and 3rd party data are used to match your
brand’s parameters across b ehavioral targeting, contextual targeting, site
targeting, lookalike targeting, etc.
Then, with effective optimizations, display ads can be used for retargeting
your consumers across the customer journey. Engage with customers who
were most interested in y our ads – maybe they clicked but didn’t convert
or visited your site but didn’t make a purchase – across other channels
with a display ad to keep the consumer interested and moving down the
funnel.
6.11 5 -ELEMENTS OF A DISPLAY MARKETING 1. Audience Targeti ng:
What makes a good advertisement? To get the most out of your display
advertising campaign, it’s important to identify the type of consumer you
want to target with your advertising. Audience targeting options, like
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118 campaign to the audience(s) you want to reach. For example, you may
want to target people in your local area or people who have shown interest
in your types of products or services. Keep in mind that depending on how
specifi c the audience you want to target, your cost per thousand
impressions, or CPM, will vary. For instance, if you want to drive broad
awareness, you will typically have a lower CPM because you are showing
your ads to a wide variety of consumers on many differ ent sites. However,
if you choose to show your banner ads to consumers based on their
behavior, your CPM may be higher, but the audience you reach may be
more likely to click your ads and convert into a customer.
Why it Works:
Audience targeting narrows d own the consumers who will see your
advertising in order to drive better results from your investment.
2. Eye-Catching Banner Ads :
If you want your banner ads to draw the attention of your prospects, it’s
important to use a clean and visually interesting design. One way to bring
your banner ads to life is by using an image or graphic that represents your
business, as well as your business name, so prospects will better
understand if your business is relevant to them. In addition, a clean image
with bold co lors and fonts will make your ad stand out on the page. And,
because you don’t have a lot of room on your ads, keep the copy short and
emphasize the main value proposition you want to convey to your
audience. Highlight a benefit rather than a feature so co nsumers will know
what’s in it for them if they click your ad and visit your site.
Why it Works:
Having an eye -catching banner ad helps your business and your message
stand out and is one of the key characteristics of a good advertisement –
which means mo re brand awareness and more potential clicks on your ads.
3. A Clear Call to Action :
The call to action (CTA) is arguably the most important part of your
display ad, because it tells consumers what you want them to do. So
foregoing this critical step could mean losing a new site visitor. Remember
that consumers will only see your ad briefly, so it’s important to draw
them in with a single, compelling action that you want them to take. For
instance, offering an incentive or freebie like a download, a coupon, or a
free estimate may entice them to click your ad and visit your landing page.
In addition, these basics will help your CTA stand out.
 Benefit or Value : Restating the value the customer will get by using
copy like “Get a Quote,” or “Sign Up for a Free T rial,” for your CTA
helps persuade them to click.
 Design Emphasis : To draw a consumers’ attention toward the action
you want them to take, format your CTA text in a color that stands out
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119  Clickable Button : Formatting your CTA like a button subtly
reinforces to consumers that your ad is clickable, so they don’t miss
this critical step.
Why it Works:
One of the most effective ways to drive a result from a consumer is simply
to ask them to do that action.
4. An Optimized Landing Page :
Your landing page is crucial to the success of your display advertising
campaign because it gives potential customers the information they need
to convert. You may optimise your landing page in a variety of way s to
encourage conversions from visitors who arrive at your website via
display ads. Keeping the landing page and the display ad that directed
them there consistent is one of the most crucial aspects of the campaign's
performance. Along with any deals list ed on your display ad, your landing
page should promote the same benefit and have a comparable visual
approach. Customers may readily draw connections between your display
ad and your landing page by keeping the structure and messaging
identical.
Why it Wo rks:
Visitors may be more likely to complete a conversion if your landing page
is consistent with your online advertising because it fosters brand
confidence.
5. Conversion Tracking :
You must track the activity you receive from your banner adverts as part
of your display advertising campaign strategy. It's crucial to keep track of
statistics like impressions and clicks, but you should also keep tabs on the
actual conversions your advertising resulted in, such as phone calls and
form submissions. Establishi ng a lead management process for all of your
online advertising, including your display ads, is essential if you want to
track a lead all the way to a sale and learn more about consumer
behaviour.
Why It Functions :
Conversion monitoring keeps track of act ual conversions, such as phone
calls and emails, rather than just clicks, so you can discover more about
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120

6.12 SUMMARY Display advertising today is more important than it was ten years ago. If
we go back ten years, static banners were all that display advertising had.
They now encompass all types of rich media creative that instantaneously
render on smartphones, PCs, and connected TVs as a result.
Similar to native advertising, this typ e of marketing has a lot of promise if
the messaging and targeting options are used well. The 30+ targeting
options provided by SmartyAds DSP allow you to build custom display
ads that are delivered to the appropriate viewers on the appropriate
channels at the appropriate times.
6.13 SELF – ASSESSMENT QUESTIONS (A) Answer the following questions:
1. Mention ways to make Display -Marketing effective.
2. Write a Case -Study of Display -Marketing with examples of 10
different types of effective designs.
3. Mention your an alysis over Display -Marketing & Paid -Ads.
4. Provide major aspects of Display -Marketing with examples.
(B) Choose the correct option:
1. What Is The Best Thing About Digital Display Advertising?
a. They Can Promote Your Company's Positive Image.
b. They Are Cheap To Make.
c. You Can Customize The Ads To Fit Your Business.
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121 2. What Is The Main Benefit Of Display Advertising?
a. It Allows You To Target Specific Audiences And Choose The
Type Of Content You Want To Display.
b. It Allows You To Target Specific Audiences And Choose The
Type Of Content You Want To Display.
c. It Helps You To Create Brand Awareness.
d. It Allows You To Improve Your Search Engine Ranking.
3. Which Of The Following Is True About Display Ads?
a. They Are Not Effective At Re aching Consumers At Each Stage
Of The Funnel.
b. Ad Networks And Ad Exchanges Don't Use Algorithms To
Determine The Best Ads For Your Audience.
c. You Cannot Buy Your Ad Inventory Directly From Publishers.
d. They Can Be Displayed On Any Website.
4. Which Of The F ollowing Is Not A Type Of Display Advertising?
a. Wallpaper Ads
b. Text Ads
c. Pop-Up Ads
d. Square Ads
5. What Can Display Advertising Help You With?
a. Creating Brand Loyalty
b. Generating Leads
c. Getting People To Talk About Your Brand
d. Building Brand Awareness
6. Which O f The Following Is Not An Important Component Of A
Display Advertising Agency?
a. Paid Advertisements
b. Influencer Marketing
c. Community Management
d. Content Development
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122 7. Which Of The Following Is True When Purchasing Ad Placements
On An Advertising Network?
a. You Always Need To Contact The Owner Of The Website To
Buy Ads On Their Page
b. The Network Provides Data On The Click -Through -Rate
c. The Network Provides Names Of The People Who Click Your
Ad
d. The Network Will Continue To Show Your Ad For 7 Days Once
Your Budget Has Expired
8. If A Person Adds A Product To A Shopping Basket But Then Leaves
The Website, Which Of The Following Tactics Is Most Likely To
Encourage That Person To Return And Purchase The Product?
a. Retargeting With A Display Ad Encouraging Newsletter Sig n-Up
b. Redesigning Your Website
c. Creating A Facebook Page For Your Business
d. Retargeting With A Display Ad That Has A Discount Coupon
9. What Is The First Step Of Display Retargeting?
a. Sourcing Keywords
b. Defining Your Audience
c. Writing Content
d. Setting A Call To Action
10. Which Of The Following Is An Example Of The Type Of Data That
Advertising Networks Automatically Collect And Share With
Businesses?
a. The Number Of Sales You Make From The Ad
b. The Cost Of Each Ad You Publish
c. The Cost Of Creating The Ad
d. A Predictio n Of Sales You Can Make From Your Ad
6.14 CASE STUDY The problem :
A problem with site visitors was encountered by ZUJI, a significant Asia -
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123 The issue was that individuals would click on i ts advertisements to look
for flights but not finish making reservations. In other words, ZUJI was
paying users to visit its website and use it for price comparison instead of
actual purchases.
Additionally, search engine marketing and in particular displ ay ads were
not bringing in as many paying clients.
This might be a display issue. Display creative is frequently too all -
encompassing to draw in customers who are prepared to make a purchase,
thus it is only utilised to raise awareness.
Additionally, sin ce awareness is so challenging to quantify, display
advertising expenditures are frequently written off as unquantifiable costs.

The new approach :
It appears like ZUJI sought to criticise that strategy.
Dynamic Content Optimization (DCO) for its ads and creative
remarketing to entice searchers back to the site to make purchases were
two strategies ZUJI used to increase the value of its display advertising.
ZUJI specifically looked at visitors to the site, assessed their behaviour,
and then placed a larg er price to show adverts to someone who was
probably a customer.
ZUJI did not merely group its display target audience by demographics,
but also by behaviour.
Then ZUJI employed dynamic creative to display tailored flight
suggestions based on the user's search terms.
Let's take the case of someone visiting the website and looking for a flight
from Hong Kong to Singapore on several dates in April.
ZUJI would then tailor an advertisement that provided pricing for that
ticket during April using both the des tination data points and the
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124

The results :
According to data that ZUJI released, it saw a 14% increase in digital
reservations and a 100x return on ad investment.
The driving force:
However, the lesson that other firms can learn from this case study is that
if all your display is producing is a hard to quantify level of "awareness,"
then perhaps you need to attempt a different strategy.
Retargeting, dynamic content optimization, and audience segm entation
based on site behaviour can all be used to attract high -value clients to your
website so they can make a purchase.

*****
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125 7
PRICING MODELS
Unit Structure
7.0 Objectives
7.1 Introduction
7.2 Importance
7.3 Features
7.4 Types
7.5 Advantage & Disadvantage
7.6 Pricing Process & Pricing Strategy
7.7 Factors to be Considered
7.8 Regulations
7.9 Self-Assessment Questions
7.10 Case Study
7.0 OBJECTIVES  To Study Importance, Features & Types of Pricing Models
 To Understand Advantage & Disadvantage
 To Understand Pricing Process & Pricing Strategy
 To Study Factors to be Considered & Regulations
7.1 INTRODUCTION Pricing modell ing describes the techniques you might employ to choose
the appropriate selling price for your goods. Price models involve
elements including an item's production costs, the value an item is
perceived to have by the customer, and the type of product —for in stance,
retail products vs services. They are frequently shown graphically on a
demand curve or other chart. The price plan you choose may change over
time and for different goods depending on which one generates the most
money for your particular business .
7.2 IMPORTANCE Pricing is crucial because it establishes the value that your products hold
for both you and your customers. Customers can determine whether an
item is worthwhile of their time and money by looking at the tangible
pricing point.
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126 Each of these will be covered in more detail below. Regardless of the
product, many expanding firms continue to put off making pricing
decisions. Your pricing tactics could inf luence your future overall
profitability.
7.3 FEATURES The primary attributes of pricing policies are listed below:
Pricing practices provide a comprehensive framework within which
market decisions are decided. A pricing strategy cannot be created or
imple mented without its parameters.
A. One Pricing Policy: Under this policy, the price is set in advance and
is applied to each and every consumer who purchases a certain
quantity at a given time.
B. Flexible Price Policy: In accordance with this policy, different c lients
are charged differently for the same quantity of items. Pricing is
affected by a number of factors, including the buyer's negotiating
position, his financial capacity, their interpersonal interaction, and
many more factors of a similar nature.
C. Using a competitive pricing strategy means that companies adjust
their prices to match those of their competitors.
D. The Market Policy states that the business must always maintain
lower prices than those offered by the competition.
E. Pricing strategy for bait: The marketer stocks goods at both high
and low prices. He attracts customers by putting on sale items. Once a
customer is enticed to a product with a low price, he is made aware of
its flaws and convinced to purchase another pricey item.
F. Market Alignment Poli cy: The prices of different goods are based
on the quality standards they meet. The products could be divided into
good, better, and best categories.
G. Scraping Pricing Policy: In order to maximise market profits, this
strategy calls for sustaining high pric ing.
H. No matter where the consumer is situated, the business must cover the
whole cost of transportation under a consistent delivery price strategy.
I. The company quotes ex -factory rates in accordance with the
Manufacture Premise Pricing Policy. Transportatio n is not included.
A "free on rail" or "ex -factory" policy might be in effect (F.O.R.).
7.4 TYPES Online adverts can be priced in a variety of ways. The type of ad, the
platform hosting the ad, and the campaign goals all affect the pricing
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127 Different models appeal to different types of advertisers. These four
pricing models are the most often utilised ones in the online performance
advertising business. Any of the pricing structures show n below may be
suitable for your digital marketing strategy.
1. Cost -per-Thousand (CPM) :
The most popular pricing structure for video advertising is the cost -per-
thousand (CPM) model. Although CPM is still a prevalent pricing model
for display advertising, CPL and CPA are starting to replace it (CPA).
For each 1000 views an ad receives, the CPM pricing model sets a flat
rate. The fact that advertisers are charged regardless of whether anyone
clicks on their advertisement is one of the main problems with thi s pricing
scheme. For instance, Youtube charges advertisers on a CPM basis. A
fixed fee per thousand views is assessed to advertisers; this fee depends on
a number of variables.
2. Cost -per-Click (CPC) :
Advertising with a cost -per-click (CPC) model only bi lls clients once a
click is made. With the CPM model, which charges advertisers regardless
of how many people click on the advertisement, one of the key problems
is resolved by this approach. The CPC model is not perfect, however, as
the cost of keywords i n search advertising has skyrocketed (and prices are
steadily rising).
Despite the clicks that CPC advertising ensures, there are still some
problems beyond the pricey keywords. It is not a click -through promise.
Although you are charged for erroneous clic ks that do not result in a lead
or customer action, this approach carries a lesser risk of paying for
ineffective clicks than the CPM model does. Sponsored social media
postings and display advertisements on websites frequently employ the
CPC model.
3. Cost-per-Lead (CPL) :
The most advertiser -friendly pricing structure is the cost -per-lead (CPL)
model. Advertisers only pay for qualified leads in the CPL model. With
this strategy, it is impossible to pay for unintentional clicks and views.
After clicking the advertisement, a visitor must voluntarily complete a
form on the advertiser's website in order to be considered a lead (usually
to provide contact information.) Advertisers can earn assured returns from
their online advertising spend by using CPL marketin g.
Depending on how complicated the form is for the user to fill out, CPL
models will raise the cost -per-lead. A lead will cost more the more
qualified they are. This typically means that the lead will cost more the
more information the form requests.
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128 4. Cost -per-Action :
Before an advertiser is charged, the cost -per-action (CPA) model demands
even more precise activities than the CPL model. The majority of the time,
the activity entails the client making a purchase or registering for a
service. The adverti ser often only receives payment in CPA marketing
following a credit card transaction. Therefore, when an advertiser needs a
customer to make an urgent purchase, the CPA model is the most effective
at spurring fast action. Because of this, CPA advertising m ay not be
successful in sectors with high acquisition barriers like financial services,
insurance, and professional services.
One advantage of the CPA model is that advertisers do not have to pay for
faulty leads because they are aware that a transaction h as taken place each
time they have to pay for the advertisement. Because it is simpler to
estimate a customer's value under the CPA model, advertisers can more
easily select their price point. Simply figure out how much money each
customer will bring in an d how much profit you want to make on each
transaction.

7.5 ADVANTAGES AND DISADVANTAGES Advantages :
 Produces Profits: Businesses can raise their rates or improve sales by
offering discounts to customers.
 Sales Promotions: Since consumers frequently sear ch for deals,
offering discounts during sales promotions encourages customers to
buy now while the deal is still available.
 Increased Customer Traffic: As promotions receive more attention,
sales of both reduced and regular -priced items rise.
 Increased Tur nover Rate: By boosting the stock's turnover rate,
offering consistently low prices on items with poor sales helps release
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129 Disadvantages :
 Marketing Fees : Running advertisements for discounted goods
necessitates sign ificant marketing expenses that may have an impact
on the bottom line of the business.
 Customer Expectations : Regularly advertising price reductions may
encourage shoppers to put off purchases until the item is marked
down.
 Risk management : Sales may remai n steady, but profit margins will
suffer if customers only stick with a company for its reduced goods.
Stores that draw customers in with marked -down merchandise must
rely on regular -priced goods to maintain their profit margin.
 Quality of Goods : Customers may believe that a company's brand or
its items are of inferior quality if frequent discounts are offered.
7.6 A PRICING PROCESS & PRICING STRATEGY According to additional research, your pricing strategy may be able to
boost your company's profitability f rom 25% to 75%. The majority of
businesses lack a pricing strategy. Pricing is viewed less as a process and
more as an occasion. Whatever price strategy you use, take into
consideration these four factors:
1. Established standards : To assure responsibility, m aintain control,
and make decision -making easier, establish acceptable discount
ranges and other guidelines.
2. Precise performance indicators : Decide the important metrics your
organisation will use to measure pricing performance, such as the
proportion of v olume sold at a discount or the rate of adherence to the
volume discount structure.
3. Invest in technologies for pricing optimization that will guide your
search for the ideal volume and profit.
4. Establish incentives that emphasise margin above revenue.
Devel op a Pricing Strategy that Communicates Solution Value:
Recently, we've had a few discussions about pricing strategies and models,
mostly in relation to the topic, "What is the optimum price strategy?"
These fundamental ideas are covered in almost all conv ersations:
 Create a strategy that will maximise the value of the good or service
for a specific client or client group without jeopardising the brand.
 Make sure that both price formulation and price execution are taken
into account in your pricing strategy .
 Pricing targets, production costs, consumer demand, competitor
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130 consideration when developing a strategy, tactics, guidelines, and
policies (such as price regulations and the state of the eco nomy).
 Your corporate goals should inform your price goals. A strategy for
increasing profitability must be devised if the company goal is to raise
net profits by 10% annually over the next five years. The plan can be
to increase market share by adding add itional features that customers
have requested to a product with the aim of pricing it to make the
most money possible.
To maximise the value of the product or service for a specific consumer or
customer segment without jeopardising the brand, you need to design a
strategy. Price formulation and price execution are two marketing actions
that should be considered in your pricing strategy.
Pricing targets, production costs, consumer demand, competitor
behaviour, and environmental variables should all be taken into
consideration while developing the strategy, tactics, guidelines, and
policies (such as price regulations and the state of the economy). Your
corporate goals should be the basis for the price goals. A pricing strategy
will need to be devised to boost profitability if the company goal is to
increase net profits by 10% annually over the next five years. The plan can
be to increase market share by including new customer -requested features
into a product while setting prices to make the most money possibl e from
the brand -new service.
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131 7.7 FACTORS TO BE CONSIDERED What factors should go into building your model?
1. Customer behaviour, expectations, relative spending amounts, and
perceptions of pricing and quality
2. Competitive behaviour and alternatives (the a vailability of
alternatives)
3. Value, your solutions' end -benefit (the necessity or relative value of
the good or service), and differentiators (the special features or
services that distinguish the product)
De-risking Approach Using research to make pricing decisions :
Be cautious of placing too much trust in your own thoughts. Establishing a
price ceiling will probably require conducting market research. When
conducting your research, be mindful to avoid introducing bias. To better
understand your clients' e conomics, ask as many open -ended questions as
you can.
 Have you weighed the benefits and trade -offs? Utilize perceptual
mapping and conjoint analysis to determine the relative value that
each benefit provides to customers. (Conjoint analysis investigates t he
direct trade -offs between rival products. Perceptual mapping, which
evaluates the advantages of many items that might not directly replace
one another, aims to pinpoint the advantages that no other product
provides.
 Do you know what your product actuall y costs? The lowest
reasonable price level for a new product can be determined by
accurately analysing unit costs and adding a margin that represents a
minimally acceptable return on investment. Make sure to include all
expenses that should be attributed t o products in your study, such as
R&D costs related to a certain product category and goodwill
associated with acquisitions that directly result in new products.
 Do you have any idea how big the market is? Similar studies are
required to estimate the marke t or market segments' sizes for a range
of prices above and below the ceiling. The range of pricing
alternatives is made clearer, it is suggested which price models to use
at each price and volume point, and it improves the precision of
estimates of profit ability along the profitability spectrum and of the
unit-cost calculations required to determine the price floor.
 What stage of the product's life cycle is it in? Is the late majority or
early adopters the target market for this product? Early adopters mig ht
be willing to pay more, which would allow you to profit from the
added value.
You can create a pricing once you have the answers to the aforementioned
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132 market how much you actually b elieve your new product is worth. You
are establishing a reference price by doing this. Avoid setting a release
price that will result in a low reference price by being cautious. A low
reference point typically indicates that a business is aiming for marke t
share. This tactic, known as penetration pricing, frequently prompts a
response from rivals, leading to a price war.
Undercutting the competition could make sense, but this should be a
highly deliberate strategic choice and not the result of poor pricing . The
penetration pricing may be acceptable if the product is aimed at a new or
underdeveloped market, the target market is extremely price -sensitive, the
competition is thin, and you believe you can quickly establish a foothold
and become the market leade r. Be warned that this is a hazardous tactic
and you could ultimately lose money with it. If the demand will increase
significantly and the cost -to-serve will decrease quickly, margins may
increase over time, allowing you to profit from this technique.
If you can, we suggest setting a high reference price, which typically
denotes that a corporation is aiming for profits. High reference prices often
elicit little, if any, quick response from rivals. Consider ways to offer
samples or trials to speed up market penetration without affecting the
sense of value rather than delivering an early product at an unreasonably
cheap price or with excessive discounts. Standard discounts or rebates are
typically a mistake, though, as they do cut it and also raise questions about
the merits of the goods.
Ascertain that your pricing strategy will increase your revenue :
Pricing is all about the bottom line. When creating your price strategy,
keep in mind these five considerations.
1. Customer behaviour: As a market -centric busines s, consider
customer behaviour while developing your pricing strategy.
2. End Benefit: How valuable or necessary are the solutions?
3. Differentiators: These are the unique qualities or offerings that set
your solutions apart.
4. Substitutes: This explains why alte rnatives are available.
5. Expected price: What has the price historically been like for this kind
of product/category, and what is the going rate? Also take into
account the perceived relationship between price and quality, the
relative amount of the expense , any shared costs, and the actions that
your competitors are expected to take in response to your pricing
approach.
Factors to consider when pricing a product :
You probably already know that you'll need to take into account your own
company costs and riva l prices in order to choose a price that generates a
profit without driving potential clients to other firms with better bargains. munotes.in

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133 Unfortunately, it's not that easy to figure out what pricing plan is
appropriate for you because there are many things to tak e into account.
Cost :
Although I already mentioned that money was not the only aspect to take
into account, it is the most crucial. Before you even get started with your
business, you'll be out of business if your pricing isn't higher than your
costs.
When calculating costs, make sure you include:
 Product materials
 Employee wages (that includes what you pay yourself!)
 Overhead costs (rent, insurance, utilities, taxes, etc.)
 Software and services for things like accounting, marketing, and legal
 Shipping and transportation
Economic factors :
Your prices must adjust in order to remain competitive and profitable
when costs vary. The most vulnerable industries to economic variations
are those that rely heavily on raw materials such as metals, oil, and
lumber. Howe ver, all businesses are impacted in some manner by societal,
political, and global changes.
Analyze the economic conditions that are favourable for your firm and the
potential impact of upcoming events on supply and demand. Discover
what to pay attention t o in the news so that you may prepare for rising
supply costs or drops in demand. Businesses in unstable industries must
factor a survival cushion into their profit margins to ensure they have
enough cash to operate during lean times.
Competitor pricing :
Even if your prices are greater than those of your rivals, you must be able
to defend the difference with higher -than-average quality. You don't
always need to have high -quality products, but you will need to be able to
justify cheaper prices if you do. You r value stance, which we'll talk about
in a moment, is determined by where you lie on either side of this trade -
off. But regardless of how you choose to position your product, you'll
need to keep track of pricing trends in your market, what your competitor s
are charging, and what pricing strategies are most effective.
Finding out what your competitors charge is typically not difficult —you
may do so by visiting their websites or by giving them a call. Keep a
spreadsheet where you may record prices and make n ote of special deals,
rewards programmes, and discounts as you acquire this information.
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134 Positioning :
It's a widespread misperception that companies must sell high -quality
goods to succeed. Every price and quality level has customers; what
counts is how y our product's quality and price are positioned in relation to
one another.
The airline sector is one of the best for illustrating this idea since there is a
clear distinction between high - and low -quality purchases when there is a
physical barrier separati ng them. Price and quality will typically be in line
with one another. Economy tickets offer low quality at a low price, while
first-class tickets offer great quality at a high price. The rest of the
passengers are crammed into the coach section.
When qual ity exceeds price, such as when you fly off -peak hours or
receive a complimentary first class upgrade, value prices are offered.
Airlines are able to charge greater fees for lower -quality seats when
demand is high and there aren't many available options. T hey do this
because they know that if you have to choose between a bad seat and
paying full price, you'll probably choose the latter.
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135 7.8 REGULATIONS The process of dealing with price execution, which involves
institutionalising the strategy, comes after designing a pricing model.
Legislation and regulations:
 Pricing comparisons: Be careful not to deceive customers when
comparing a product's current price to one from the past. You will be
in violation of the Australian Consumer Law if you lie in any way.
 This price is simply a recommendation to a merchant and is known as
the Recommended Retail Price (RRP). It is prohibited for a supplier to
threaten to cut off suppliers if pricing demands are not satisfied or to
pressure resellers into selling goods at or above a specific price.
 Pricing that is predatory: occurs when a company with a sizable
market share lowers its prices in an effort to oust or harm smaller
rivals. Pricing that is predatory is anti -competitive. You can file a
complaint with the Australian Competition & Consumer Commission
(ACCC) - external site if a company is using predatory pricing.
 Parallel pricing: This strategy mimics the pricing strategies used by
other companies, primarily rivals. When there is a "concerted
practice - external site" b etween enterprises and it significantly lessens
competition, this is prohibited.
 Multiple pricing: When a product is advertised with more than one
listed price, this is usually done unintentionally. According to
consumer law, a company must either sell the items at the reduced
price or stop selling them until the price is adjusted.
7.9 SELF -ASSESSMENT QUESTIONS (A) Answer the following questions:
1. Explain Pricing -Models with features.
2. Create a Case -Study of Pricing -Strategy along with Pricing -Process.
3. Mentio n factors to be considered while designing Pricing -Models.
4. What are regulations for implementing Pricing -Models?
(B) Choose the correct option:
1. Which Is An External Factor In The Pricing Model
a) Organisiation Factor
b) Cost Of A Product
c) Product Demand
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136 2. The Formula Of Pay -Per-Click Is?
a) Advertising Cost ($) + Ads Clicked (#)
b) Ads Clicked (#) / Advertising Cost ($)
c) Advertising Cost ($) / Ads Clicked (#)
d) Ads Clicked (#) * Advertising Cost ($)
3. What Is Full Form Of PPC Pages?
a) Per Pay Click
b) Pay P er Click
c) Prize Per Click
d) Both A And B
4. What Are The Followi ng Factors Behind Successful PPC
Advertising?
a) Keyword Relevance
b) Landing Page Quality
c) Quality Score
d) All Of The Above
5. PPC Advertising Offers A Unique Opportunity To __________.
a) Generate Leads At High Costs
b) Grow Your Customer Base
c) Generate Leads At Low Costs
d) Both B And C
6. The Most Effective Adwords Ad Headlines ______.
a) Include The Company Name Or Website Domain Name
b) Do Not Contain The Most Important Keywords
c) Directly Relate To The Keywords Be ing Searched
d) Are Written In All Capital Letters
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137 7. What Formula Does Google Use To Determine The Actual Cpc When
An Advertisers Ad Is Clicked On?
a) Clicks / Impressions
b) Qs * Max CPC (Bid)
c) Position * Qs
d) Impressions * Clicks
8. If You Are Building A Brand Ne w PPC Account; And You Want To
Start With Your Top Converting Terms, Where Is A Good Place To
Research Where To Find These Terms?
a) Your Analytics Account
b) Your Search Console Account
c) Your Merchant Center Account
d) Your Local Business Account
9. What Are The S teps In The Buying Funnel?
a) Interest, Consideration, Buy, Retention
b) Awareness, Shopping, Learning, Buying
c) Awareness And Interest, Consideration, Buy, Retention
d) Awareness, Learn, Buying, Shopping
10. What Is The Advantage Of Using Multi -Ad Group Testing?
a) Can Find Insights Across Multiple Ad Groups
b) Can Find The Best Ad For Each Keyword
c) Can Find The Best Ad For A Single Targeting Type
d) Can Test High Traffic Ad Groups
7.10 CASE STUDY Quick Read :
With the aim of generating leads, Continental Warranty concentrated its
search advertising efforts on providing free quotations for extended
warranty coverage. Its lead -capture rate had plateaued after three years of
conducting sponsored search campaigns that generated 700 Web leads per
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138 To boost lead volume, lead quality, and conversion rates, Continental
Warranty's director of marketing Shawn Vicklund needed to have a deeper
understanding of the company's target market. Magnify360, a conversion -
optimization company, was contac ted by Continental Warranty to assist
with visitor profiling and more effectively target visitors.
Using 30% of its paid search traffic, Continental Warranty launched a
three -month experimental programme in May 2007.
The business raised lead volume 42% in the pilot's first 10 days. As a
direct result of the campaign, after four months, in September 2007, the
company's lead volume had increased by about 90%, going from 700 leads
per week to 1,332. Moreover, throughout those four months, revenues rose
23%.
The Challenge :
In 2007, Continental Warranty's lead volume had reached a plateau
following a three -year search advertising effort designed to generate leads
by providing free vehicle warranty estimates on its landing page. Shawn
Vicklund, who leads a group of 250 salespeople, had to enhance lead
volume and quality with a new campaign in order to boost conversions
and, consequently, income.
Additionally, Continental Warranty needed to boost the amount of
information it gathered on its landing page. Year, mak e, model, and
mileage were the only data fields obtained by the data form on the page in
order to generate the free auto warranty quotation.
Continental Warranty sought more information in order to comprehend its
target market better. It believed that by i ncreasing the visitor profiles, its
sales team would be able to develop more persuasive, custom sales
pitches.
The Campaign :
Continental Warranty contacted magnify360 in the spring of 2007 to boost
site visitor engagement and conversion.
30% of Continenta l's traffic was sent to the existing landing page during
the initial 10 -day pilot programme as a control. The remaining 70% of
traffic was routed through magnify360's microsites, which are responsive
to the needs and profiles of visitors.
(A microsite is a smaller version of a larger website or a collection of
unique Web pages. Although it had its own URL, the microsite
Continental Warranty established was a sub -domain of the company's
primary website.)

*****
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139 8
EMAIL MARKETING
Unit Structure
8.0 Objectives
8.1 Introduction
8.2 Importance
8.3 Types
8.4 Advantage & Disadvantage
8.5 eMail Marketing List
8.6 Engaging Content Creation
8.7 Measure Performance
8.8 Essentials
8.9 Rules of Buying eMail Datab ases
8.10 Summary
8.11 Self- Assessment Questions
8.12 Case Study
8.0 OBJECTIVES  To Study Importance, Types, Advantages & Disadvantages
 To Understand eMail Marketing List
 To Understand Engaging Content, Measure Performance & Essentials
 To Study Rules of Buying eMail Databases
8.1 INTRODUCTION Email marketing is the practice of a business promoting its goods or
services via email. This kind of marketing is direct. It can be used to
develop relationships with customers. Along with other channels like
social media and pay -per-click marketing, it is one tool in the internet
marketing toolbox.
Email marketing is a potent marketing channel that uses email to advertise
the goods or services your company offers. Email marketing is a type of
direct marketing as well as digital marketing. By incorporating it into your
marketing automation initiatives, it can assist in informing your clients
about your most recent products or offers. Additionally, through various
forms of marketing, it can be crucial to your lead g eneration, brand
awareness, relationship -building, and customer engagement strategies.

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140 A brief history of email :
The very first email was sent in 1971 by a computer engineer named Ray
Tomlinson. The message he sent was just a string of numbers and letter s,
but it was the beginning of a new era of communication. Tomlinson was
also the person who introduced the usage of the “@” symbol in email
addresses.
In 1978, a marketing manager at Digital Equipment Corp named Gary
Thuerk used this new method of direct communication to send out the first
commercial email to let people know about a new product.
By the ‘90s, the internet had become commercially available to the
masses. The way people communicated with one another began to change
dramatically, and marketers discovered that email could be an effective
way to advertise. The emergence of marketing emails also ushered in the
need for regulatory updates; the U.K.'s Data Protection Act, for example,
was adjusted to require an "opt out" option for all marketing ema ils.
8.2 IMPORTANCE A cost -effective method of reaching your audience is through email
marketing. It can encourage people to do an action on your website, such
as making an online purchase, and have a high conversion rate. Utilizing it
is quick and easy. S uccessful email marketing initiatives are used by big
and small companies in all industries.
You can communicate directly with your audience by using email
marketing. You don't have to rely on people seeing your advertisement.
Unlike social media and other internet mediums, you have total control
over the style and content of your messages.
Email advertising can be measured. Success metrics can be used to
evaluate and improve campaigns. Email marketing communications can
be easily customized and targeted.
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141 8.3 TYPES To promote products or services, your company can send various types of
email communications. This may include:
A. Welcome : introduce your company to new customers or website
visitors who have registered.
B. Newsletters : which could be monthly or week ly in nature.
C. Seasonal : suggest products, services, and promotions related to
holidays and special occasions such as Christmas, Valentine's Day,
and Mother's Day.
D. New product launches : provide customers with information about
new products and services.
E. Special offers : inform your audience about price reductions and
promotions.
F. Abandoned cart : You can send an email reminder to a customer who
adds a product to their online shopping cart but does not complete the
purchase. This could be automated using your e -commerce platform.
G. Re-engagement : reminding customers who haven't made purchases
recently or who have cancelled subscriptions. You might send these
automatically by using customer relationship management (CRM)
software. To entice the buyer back, this can i nvolve a special deal.
H. Event invitations : use email marketing to increase event attendance.
You might include a link to a registration page online.

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142 8.4 ADVANTAGES AND DISADVANTAGES By enticing recurring website visits from customers, email marketing for
your goods or services can be a quick, adaptable, and affordable approach
to attract new clients and keep hold of old ones.
You are able to develop personalised and targeted communications with
email marketing. Building deep connections with your customer s can be
facilitated by this. Your direct marketing initiatives may see an increase in
response rates.
It's crucial to use email marketing sparingly, though. Inappropriate,
excessively frequent, or unsolicited commercial emails can upset
recipients.

Adva ntages of email marketing :
A. Efficient in terms of cost : Compared to many other marketing
strategies, email marketing has substantially lower costs. There is no
printing, media space, or advertising expenditures.
B. Permission -based : People on your marketing li st are those who
actively requested to hear from you via email. Genuinely interested
customers are more likely to interact with your company's goods
and/or services.
C. Flexible design : transmit files, graphics, or simple text, depending on
what works best fo r your message. You have flexibility to convey
your company branding thanks to a variety of design alternatives.
D. Scalable : Email marketing may be used to connect with both broad
audiences and more narrowly focused lists.
E. Personalization and segmentation : email marketing allows for the
personalization of messaging. In order to send your clients messages
they are interested in, you can segment your marketing list. This will
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143 F. Shareable : Your email content is simple to forwar d and distribute,
which helps you establish a name for yourself through viral marketing
or word -of-mouth advertising. This can encourage new buyers to
support your brand.
G. Conversions and improved sales : if you have a fresh promotion,
customers can click on links and immediately take your call -to-action.
At every level of the purchasing process, email marketing is also
successful. For instance, you can persuade someone to select your
product, maintain the client relationship after the sale, and promote
addit ional purchases.
H. Measurable : Web analytics tools can be used to assess the
effectiveness of a campaign. To determine which copy, subject lines,
and designs are the most effective, you can easily run tests on them.
You can now optimise subsequent campaigns as a result.
I. Benchmarking : allows you to compare your performance to that of
others in your industry. You can get a wide range of free email
marketing benchmarking studies by searching online. Using
benchmarking data, you can analyse and rank areas that ne ed
improvement.
J. Conduct A/B testing : on your email's subject lines, calls -to-action,
personalisation, email copy, graphics, and messaging before you send
it.
K. Less invasive -unlike phone marketing, recipients can read your
message at their convenience. Custo mers can also change the
messages they want to receive from you or unsubscribe if they want to
stop receiving your emails.
L. Environmentally friendly : Because there are no printed materials
involved, email marketing is more environmentally friendly than
direct mail marketing.
M. Time -saving : With automation, you can set up emails to be sent to
consumers based on an action they have taken on your website, such
as sending a welcome email when a user registers or sending an email
with a discount incentive if a user abandons an online shopping
basket. Once you've created a template, you can use it for several
email campaigns.
N. Real -time marketing : By using email marketing, you may
communicate with customers immediately. You may target the
appropriate audience, at the right time, in the right location, and with
the right offer by using automated triggers like website activity, a
recent purchase, or shopping cart abandonment.
Disadvantages of email marketing :
A. Spam : Customers get annoyed by commercial email, sometimes
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144 individuals, the recipient may delete your email or unsubscribe. You
must ensure that your email marketing adheres to privacy and data
protection laws and is appropriately targeted at the p eople who want
to receive it. Untargeted emails are probably going to have very little
"click through rate."
B. Undelivered emails : Ineffective email design may result in
undeliverable emails. Emails using certain spam terms or characters,
including £££s, FRE E, or click here in the subject line or email body,
are likely to be blocked by email software and internet service
providers. If you don't maintain your marketing lists updated,
incorrect email addresses will prevent the right person from receiving
your e mails.
C. Design problems : Across a range of email clients and devices, your
email must seem exactly as you intended. The trade -off between
functionality and design could exist. If you want certain of your
recipients to only receive text -based emails, think a bout how your
message will look.
D. To enable quick downloading, file sizes must be as small as possible.
Your readers will be irritated and bored if emails that contain a lot of
photographs take a long time to load.
E. Knowledge and tools : You need the right co py, design, and
marketing list for an email campaign to be successful. If you lack the
required time or knowledge for some of these activities, consider
outsourcing them.
8.5 EMAIL MARKETING LIST You can use one of two distinct methods -single opt -in or dou ble opt -in-to
sign up a new subscriber to receive your email marketing
communications.
Single opt -in for email marketing :
Single opt -in is when a customer enters their email address and checks the
box that says they wish to receive emails from your busines s in the future
when they sign up for your email communications.
Double opt -in for email marketing :
Subscribers must click a confirmation link in an email you give them after
completing the prior step in order to finalise their sign -up for your email
marke ting list.
Although double opt -in is not legally required, it is usually seen as best
practices because it lessens the likelihood that someone's email address
may be registered by a third party. Furthermore, reminding a subscriber
that they must react to y our confirmation email should prompt them to
discover your email, which their spam filter may have mistakenly sent to
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145 Under the GDPR, pre -ticked opt -in boxes are prohibited. Additionally,
you are not permitted to rely on inaction, default settings, your general
terms and conditions, or in any other way attempt to profit from inertia,
inattention, or default bias. The ideal scenario is to present a blank opt -in
box and ask the person to check it to indicate that they agree. The person
must make a conscious decision to express their explicit and unequivocal
consent, making this the safest way to demonstrate consent.
Soft opt -in for email marketing :
As an exception to the direct marketing consent norm, soft opt -in may be
used in some situation s. This is applicable in cases where:
A. Your communications solely promote related items or services;
B. You have gotten a person's email address and contact information
during a prior transaction or during negotiations for a prior sale of a
good or service t o them.
C. You have given the person the chance to decline marketing messages
when their information is acquired and with each subsequent message,
but they do not opt out.
Unsubscribe or opt -out option :
By responding directly and readily to your message, the opt-out or
unsubscribe option should enable the person to take the proactive step of
declining or unsubscribing from your campaign in order to stop any
further marketing. Sending a stop message to a short code number, such as
texting "STOP" to 12345, would allow someone to opt out of receiving
text messages from you if you do so. When sending emails, make sure to
include a "unsubscribe" link.
By law, you must make it possible for people to withdraw their consent at
any time and in the same way they gave it to you in order for them to
continue receiving your email marketing messages. Any opt -out or
unsubscribe requests must be complied with as soon as practicable.
Organizations must give a working contact address for people to
unsubscribe or opt out of receiv ing marketing texts and emails, and they
must not conceal or mask their identity in any of these communications
(which would mean consent was withdrawn). Giving them the option to
immediately react to the message and unsubscribe that way, including an
obvious and functional unsubscribe link in emails, or at the very least a
free phone number, is good practice.
8.6 ENGAGING CONTENT CREATION Whether a customer clicks on your links after reading your email depends
on the effectiveness of your message, the emai l's content, and how
relevant it is to them. Put yourself in the position of your customers; by
getting to know them, you can better adapt your emails to their wants and
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146 Email header :
As soon as a customer opens the email, they will be able to tell who sent it
from because headers should feature your company logo. Additionally,
this increases brand consistency and recognition. The homepage of your
website should also have a link from your logo. Don't overdo it and keep
your email template's header to a minimum. Be careful not to overly
encumber the header with distractions, such as the website's menu. It's
vital to keep in mind that the goal of your email is to persuade the
recipient to click on one or more of the key points in the body of the
message .
Amount of content :
A consumer may delete or unsubscribe from your email if it contains too
many messages and causes confusion. Before you start writing your email,
make sure you have a clear idea of what you want the customer to take
away from it and wha t you want them to do after they open it. For
instance, if you want to promote several products or services, it might be
more effective to have one email that focuses on just one of those things,
or a group of related ones.
Email template layout :
In additi on to being visually appealing, a successful email layout will
arrange your content in a way that leads readers through your message and
motivates them to move forward toward your goal, which is to click a link
or links. The email needs to strike the corre ct balance between being
useful and appealing. Use a layout that will make the content simple to
comprehend, navigate, and interact with.
Call-to-action :
The most crucial part of your email is this, and once the recipient has
opened it, you want them to ta ke action. If you want the customer to buy
something, read an article, schedule an appointment, or watch a video, be
sure of that when you create your email template. A single call -to-action
that is in line with your ultimate objective can be quite powerfu l because it
is crystal clear to the recipient what you want them to do, such as buy a
particular product. A single email with too many calls to action will
confuse your reader, muddy up your message, and deter them from
responding to it.
Clearly state wha t you want the reader to do in your email by using words
like "purchase this product," "subscribe to our service," "read our review,"
or "make an appointment." Your call to action could also evoke a sense of
urgency by, for example, highlighting a limited -time offer's expiration
date: Offer of money off is valid through Sunday.
Images in your email template :
Within your email, you ought to use both text and photos. In order to
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147 text. To avoi d your image being blocked by some internet service
providers (ISPs), link to it and include an alt text description. If you use
photos as call -to-action buttons, it is especially crucial to keep this in
mind. Make sure your photographs are optimised for s ize so that they will
display properly when opened on a mobile device.
Text in your email template :
Think of your email as a teaser aiming to encourage the customer to
perform an action such as read more on your website or purchase a
product or service - don't try to include everything in your email. It is
highly likely that a customer will skim read your email so keep text to a
minimum, use headings and include key words which will support this
process. Write your email copy as if you are communicating dir ectly to an
individual rather than to a large audience. You can do this by
replacing words like 'we and our' with 'you and your' e.g. "Do you ever
dream of beach holidays? Get a 20% discount off your next trip".
Social media buttons :
You may incorporate s ocial sharing buttons in your emails so that
customers can share specific material from them to their social media
profiles, thereby coordinating your email marketing with your social
media. You can ask your clients to help you spread the word by adding
recognisable social media icons. A day or two prior to sending your email,
you might also indicate on social media that it is going to issue. In order to
receive it, consumers could be prompted to sign up.
Email footer :
You must include information about you r company's name and address as
required by law. You should provide further contact information like your
phone number or email address so that customers can get in touch with
you. Legally, you are required to provide an unsubscribe link. These
information and the opportunity to unsubscribe are typically included in
the footer of emails.
Mobile optimized:
Your emails must be optimised for mobile devices because more clients
access email on their mobile devices than on their desktop. Depending on
the device used and the internet service provider (ISP), emails will display
differently. Make sure your design will function by running an inbox
check across various mobile platforms and devices. Before sending, you
may view your email template across a variety of e mail platforms thanks
to the majority of email marketing software suppliers.
Consider mobile users when designing your email template by increasing
font size and line spacing. Make your call -to-action(s) stand out and easily
accessible e.g. the call -to-action button may need to be bigger than those
displayed on desktop to compensate for the customer clicking with their
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148 mobile as most people are happy to scroll through content but less conte nt
to pinch and zoom. Ensure your website is mobile friendly too as a perfect
mobile friendly email experience can easily be ruined by inviting
customers to click through to a non -responsive website.
8.7 MEASURE PERFORMANCE To ensure you're getting a retur n on the time and effort you invest in email
marketing, you should track its efficacy. You can use this to tweak your
upcoming email marketing efforts.
What email data should I monitor?
Most email marketing providers offer data tracking for email
marketing campaigns highlighting:
A. Email delivery success, including information on bounce kinds,
including soft bounces (which could happen when a client's inbox is
full) and hard bounces (which could happen when a customer has
closed an email account). Effective e mail marketing software will
automatically help with important deliverability concerns by
eliminating those accounts that are no longer active from your
marketing lists and keeping your credibility unharmed.
B. Opens —totally original.
C. Open rate - the proporti on of recipients who opened your email
relative to the total number of emails delivered. The subject line,
sender recognition, and timing of your email all have an impact on
open rates.
D. The terms "total clicks" and "unique clicks" refer to the number of
times a single user clicks a certain link. For example, if a user clicks a
link five times, the server will record five total clicks and one unique
click. Looking at total clicks for particular calls to action is
enlightening, especially when there are numer ous links within an
email. You can identify the most popular links with the aid of this.
This can also be highlighted via a heat map.
E. The percentage of unique clicks divided by the total number of emails
delivered is the click -through rate. The content of your email, its
relevance to the receiver, and the potency of the call to action are all
elements that affect click -through rates.
F. The percentage of unique clicks divided by the number of emails
opened is the click -to-open rate. Because it considers post -open
engagements in connection to opens rather than the overall number of
delivered messages, the click -to-open rate provides a deeper
understanding of the effectiveness of email campaigns. This removes
the variables that may have influenced the receiver to open the email
and focuses the metric on the performance of the email's actual
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149 G. Unsubscribes: monitor your rate of unsubscribes. This ought to be
fairly low, but if it starts to rise, consider if your material is pertinent,
whether your message is unclear, or whether you might be sending
emails too frequently. As part of the unsubscribe process, you might
question customers to find out their reasons for doing so.
If your open rates are low, then there must be a problem with your subject
line, and i f your unsubscribe rates are high, then your message may be too
general and you should consider the relevance of the message. These
email marketing statistics will help you determine what works in your
email and what doesn't. Additionally, it provides you with the chance to
test your email campaigns so that you may perfect your email messages
and increase success. The most popular types of content for your audience
can be identified by focusing on the number of clicks on specific pieces of
material inside y our email. A heat map can be an efficient approach to
assess the efficacy of your email campaigns if they contain several links.

Segmenting your customers :
You may find it simpler to categorise your consumer base according to
how they respond to your ema ils with the use of this performance data.
For instance, a sporting goods business could create a marketing list of all
the clients who clicked on a link to a swimming article in a prior email
campaign and then send a focused email on swimming equipment in a
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150 Benchmark your email marketing :
To gauge how well you are doing in contrast to industry standards, you
can benchmark your email marketing efforts. Every year, many email
marketing service providers provide data outlining typ ical opens, clicks,
and unsubscribes for various industries. You can look up things on the
internet with a quick search.
To respond to your email campaign, get ready :
It's crucial to think through your response strategy for an email marketing
campaign. How well-equipped is your website to handle a sudden surge in
traffic? If your email response rate drops to 5%, do you have enough
capacity to handle incoming calls and emails? Are you going to be able to
provide recipients with your good or service in the an ticipated time frame?
Spend some time considering how you will handle the reaction to make
sure you don't let anyone down. Email marketing can help you establish
valuable touch with new clients and strengthen your interaction with
existing ones.
Automated email :
You can programme your email marketing software to send a consumer an
email in response to an action they took on your website or in an earlier
email. For instance, if a person registers on your website, you could set up
a series of automated welcom e emails to send out at predetermined
intervals. Another useful email automation is the automatic email sent to a
user who leaves their shopping cart unattended on your website,
prompting them to finish the transaction and potentially even providing a
discount.
8.8 ESSENTIALS Email marketing may be a potent and adaptable type of direct marketing
for your goods or services. Your message can be customized to appeal to
particular customer categories and their interests. By sending recipients
interesting, well -targeted emails that pique their interest, you can also
foster existing relationships with current customers and win over new
ones.
A. Subject line:
When looking at an email's subject field in their inbox, many people
decide whether to read it or not. Ple ase limit the length of your subject line
to 50 characters or less. Use phrasing that creates a sense of importance
and provides a perk up front, such as "Women's Swimwear - 20% Off -
Ends Midnight."
B. Be consistent, relevant, and relevant:
Use email cam paigns to inform recipients on topics that will be of interest
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151 think about adding the recipient's name to make it more special. To ensure
that the emails your customers receive from y ou are pertinent to them, you
can segment your marketing strategies and campaigns depending on their
preferences and interests.
C. A crystal -clear call to action:
State clearly at the outset what you would like the consumer to do after
opening your email. Place your call -to-action prominently and use
wording that encourages action, such as "schedule an appointment today,"
to increase the likelihood of a successful conversion.
D. Opting out:
By law, you must provide subscribers with a way to discontinue re ceiving
your newsletter. On each issue you send out, you must include a
"unsubscribe" option.
E. Track the effectiveness of your efforts:
It's crucial to track the effectiveness of your email newsletters so you can
determine what, in terms of the message, the subject line, the timing of the
release, etc., works and what doesn't. Many metrics, such as open rates,
click -through rates, and conversion rates, should be monitored.
8.9 RULES ABOUT BUYING EMAIL DATABASES To find out if you have the right to use a mailing list for email marketing,
you should ask the vendor before you purchase (or rent) a list.
If you are purchasing or renting a marketing list from either a list broker or
another third party, you must conduct thorough due diligence to ensure
that the third party obtained the personal information honestly and legally,
that the individuals understood that their information would be shared for
marketing purposes, and that they are in compliance with UK the General
Data Protection Regulation (UK GDPR). Be fore buying the mailing list,
you might think about doing a Privacy audit of the list vendor to verify
compliance. A compliance questionnaire might be used to do this.
Consumers (as opposed to businesses) on the list must have granted their
permission to r eceive unsolicited emails. Additionally, make sure that only
emails that correspond to the consent people have provided are delivered.
For instance, they might have approved getting emails on a specific topic.
Similar to other forms of email marketing, mar keting emails must include
an option for recipients to opt out of receiving future emails.
Unconsented Databases :
You must obtain the consent of the people in a database if you purchase it
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152 If you call or email the database's users for the first time, you must make
sure that you abide by the privacy policies for electronic marketing. You
shouldn't presume that someone has given their approval to you utilising
their confidential informa tion for marketing purposes without their
consent just because they don't engage to your initial contact.
Preserving Data :
Any personal data retained in a database must be sufficient, pertinent, not
excessive, and not kept longer than is required. When you become the new
landlord of a databases, you should assess what proportion of the
knowledge you need to maintain and then eliminate any that is extraneous.
For future use, you shouldn't keep personal information. In accordance
with GDPR, you are required t o give data subjects details about your
privacy notice at the very least during the initial interaction.
The rules of online sales :
The guidelines for online trade and distance selling are applicable when
delivering sales messages via email.
8.10 SUMMARY Email marketing is the practice of using emails to inform customers about
a company's products and services or to interact with them. When done
properly, email marketing can lead to sales.
It can be frustrating when email marketing is handled incorrectly an d
appears to customers as spam.
The most successful marketing emails are those that are regularly
scheduled with varied messaging, mobile -friendly, and thoughtful to the
recipients.
8.11 SELF - ASSESSMENT QUESTIONS (A) Answer the following Questions:
1. Is email marketing still an effective Digital -Marketing -Tool? Why?
2. Make a Case -Study of an effective email marketing campaign.
3. How to gather data for email -campaign, with best/relevant email -data
as per product & target audience?
4. Which is first for t he most important aspect of email marketing?
Mention ‘Ways to Improve’ on that.

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153 (B) Choose the correct option:
1. Which Of The Following Comes Under Email Marketing?
a. Email Newsletters
b. Lead Nurturing
c. Digests
d. All Of The Above
2. Which Of The F ollowing Is Not An Advantage Of Email
Newsletters?
a. Email Newsletters Spread Your Brand Awareness
b. Leverage The Temporary Content
c. Freedom To Include Different Types Of Content
d. Leverage The Existing Content
3. Which Of The Following Is Most Import ant Metric To Track Email
Marketing?
a. Ctr
b. Open Rate
c. Click Rate
d. All Of The Above
4. What Technique Is Used By Legitimate Marketers To Customize
Offerings For Specific Customers?
a. Personalization
b. Spamming
c. Spoofing
d. None Of The Above
5. Select The Features Of A Lead Nurturing Platform?
a. A/B Testing
b. Landing Page Creation
c. Campaigning
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154 6. In Developing Your Next Email Campaign, You Have To Make A
Case To Develop A Responsive Email. What Is The Key Factor Of
Responsi ve Design To Persuade Your Team?
a. People Open Emails On Smartphones More Than Any Other
Device.
b. Responsive Design Means Designing For Iphones.
c. People Open Emails Multiple Times On A Variety Of Devices.
So, The Email Needs To Render Properly Regardl ess.
d. Responsive Design Means Mobile -First Thinking.
7. Using White Space Around An Object Will:
a. Waste Space That Could Be Used For Marketing
b. Decrease Readability
c. Enhance The Object And Draw Attention To It
d. Make A Border
8. Emails Containing Videos Have Higher Open Rates And Click
Through Rates.
a. True
b. False
c. Can Be True Or False
d. Can Not Say
9. What Are The Goals That Marketers Should Strive For In Email
Marketing?
a. Spend Less Time On Email Marketing.
b. Increase Open Rates And Clic k Rates.
c. Increase Spam Rates.
d. Decrease Deliverability Rates.
10. What Is A Best Practice For Sending An Email Communication From
A Brand?
a. Including Only The Employee Name.
b. Including Employee's First Name.
c. Sending From Multiple Employee Accou nts.
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155 8.12 CASE STUDY After retail sites close due to the Pandemic, the farm switches to a
subscription product and uses email marketing to grow online sales by
more than 500%.
A tiny farm in Massachusetts that specialises i n growing herbs, flowers,
tea, and spices is called Soluna Garden Farm. According to Amy
Hirschfeld, co -owner of Soluna Garden Farm, "Prior to the Pandemic,
most of our sales were in -person — at our retail store, our stand at the
Boston Public Market, and other area farmers' markets."
The farm has no retail space to sell its goods because COVID -19 shut
down those choices. To continue supplying agricultural products to
customers during the Pandemic, they launched a new subscription service,
which they publi cised through an email campaign.
The farm has no retail space to sell its goods because COVID -19 shut
down those choices. To continue supplying agricultural products to
customers during the Pandemic, they launched a new subscription service,
which they pub licised through an email campaign.
They had been building their email list gradually for years and switched to
speaking to an online -only audience while still maintaining a regular
newsletter and email marketing. What typically would have taken a season
to sell in person was accounted for in a single day owing to email
marketing after the very first email made the farm sell out.
The team persisted in using email marketing to advertise the subscription,
and as a result, they are now seeing open rates of aro und 25% and click
rates of over 10%. The team decided to restructure the farm's website as a
result of the success, making it simpler for customers to not only find the
farm online but also to sign up for its email list and make purchases.
Our experience demonstrates the importance of online customer
engagement and communication, according to Hirschfeld. Due to the
farm's ability to contact customers through its email list, online sales
soared by more than 500% during the second quarter of 2020 when the
pandemic struck and it was necessary to close both retail sites.
"I'm not sure whether we would have survived without our email list. I
would advise other small businesses battling through the pandemic to
maintain building your clientele, Hirschfeld added.

*****
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156 9
MOBILE MARKETING
Unit Structure
9.0 Objectives
9.1 Introduction
9.2 Mobile Marketing vs Traditional Marketing
9.3 Features
9.4 Strategies
9.5 Tools
9.6 Components
9.7 Importance
9.8 Advantage & Disadvantage
9.9 Characteristics
9.10 Summary
9.11 Self-Assessment Questions
9.12 Case Study
9.0 OBJECTIVES  To Understand Mobile Marketing vs Traditional Marketing
 To Study Features, Strategies, Tools, Components & Importance
 To Understand Advantage, Disadvantage & Characteristics
 To Understand Tar geting Techniques
9.1 INTRODUCTION Mobile marketing is a multi -channel internet marketing strategy with the
goal of reaching a specific audience on their smartphones, feature phones,
tablets, or other connected devices via websites, e -mail, SMS and MMS,
social media, or mobile applications. Customers can receive personalized
information from mobile marketers that is time and location sensitive and
offers products, services, appointment reminders, and ideas. Andreas
Kaplan, a professor who specialises in mar keting, describes mobile
marketing as "any marketing action undertaken through a ubiquitous
network to which consumers are continually connected using a personal
mobile device" in a more theoretical way.
Customers have begun to turn to mobile in recent yea rs and have begun to
spend more money on it. To achieve true multichannel engagement,
marketers are consequently taking the same action. Marketing also varies
with the state of the technology. Moreover, material needs to be well -
planned and highly customis ed in order to capture and hold the interest of
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157 9.2 MOBILE MARKETING VS TRADITIONAL MARKETING Although mobile marketing differs significantly from traditional
marketing, as this quotation implies, combining the two strategies yields
the best results.
"In my opinion, bridging the gap between online and offline media is the
key to the success of mobile marketing. Mobile should be viewed as the
connecting thread between all other forms of media because it is such a
potent instrument when c ombined with them.
The International Advertising Bureau's Senior Mobile Executive, Mike
Reynolds.
Older audiences may be more accustomed to traditional marketing, and
purchasers for high -end or expensive products, such as those in the
automotive industry, nevertheless find its tangible nature appealing. But
compared to mobile, buying TV ad airtime is typically more expensive
and makes tracking conversion rates more challenging.
Mobile marketing, as opposed to traditional marketing, takes use of
individuals' constant access to mobile devices through their pockets and
handbags. Therefore, location -based services can gather user information
and then present deals depending on their proximity to shops or other
locations frequented by customers.
These marketing s trategies can be more individualised and tailored to the
particular user, which should increase their effectiveness for the marketing
organisation. One illustration might be a marketing initiative that notifies
customers of book recommendations or discount coupons whenever they
are within a half -mile of a specific bookstore.
Customers can be reached through mobile marketing at any time and from
any location, including public transportation, workplaces, residences, and
even mattresses. Traditional marketing is declining, yet it's still significant
when combined with other marketing strategies. As a result, mobile
marketing should take the lead in a company's marketing initiatives.
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158 9.3 FEATURES A. Mobile marketing campaigns are easy to plan and execute, regardl ess
of your technical experience (or lack thereof). There is a bounty of
advertising agencies that specialize in mobile marketing services to
help you, the business, get on the right track, and that offer user -
friendly software and great technical support .
B. Launching a mobile marketing campaign can be done very quickly, in
as little as twenty -four hours.
C. Mobile marketing software tracks your deliveries, responses and
conversion rates, so that you know just how effective your ads are.
D. You are able to market directly to your target audience through
mobile marketing software interfaces designed to let you pick and
choose who you send your ads to.
Subscribers can choose whether to receive your marketing advertisements.
As a result, rather than being trapped, you r audience is willing and
interested.
9.4 STRATEGIES There are several options to take into account while developing your
mobile marketing strategy. SMS marketing, social media marketing,
location -based marketing, proximity marketing, and in -app marketing are
some of the most significant categories of mobile marketing tactics. Here
is how these mobile advertising tactics function.
SMS Marketing:
SMS marketing refers to text message marketing. Other names for it
include text message marketing and text market ing. With text messages of
little more than 160 characters, marketers may send promotions, bargains,
coupons, and other alerts directly to the phones of potential customers
using this permission -based mobile marketing method.
Text messages have excellent d eliverability, open, and engagement rates,
which is one of the factors making SMS marketing such a potent mobile
advertising tactic. The figures demonstrate that:
 SMS open rates range from 90 to 99%
 Within three minutes, 90% of SMS messages are viewed
 Email click -through rates can often be more than twice as high
This is most likely a result of the fact that most individuals always have
their phones on them and receive push notifications when new text
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159 Since text messages are so brief, many marketers add a link where
recipients may find out more about the product or a code that starts a
follow -up message. Avoiding excessive SMS usage is one of the greatest
practices for the marketing strategy, which w orks best for campaigns with
short deadlines.
Social Media Marketing:
Many smartphone users use social media on their devices. According to
Statista, Facebook has more than 9.8 billion monthly active users
worldwide, followed closely by YouTube, WhatsApp, and Instagram.
Utilizing social media as one of your primary mobile marketing
techniques makes sense given the concentration of people in one location.
Through comments and messages, social media makes it simple to
establish a personal relationship with yo ur audience. With customer
recommendations and referrals, you may also raise brand recognition and
improve conversion rates.
It's becoming more and more usual to employ social media advertising to
make sure you'll reach the proper clients, even though some businesses
prefer to concentrate on organic social media posts. Several possibilities
are:
A. Posts that have been "boosted" or advertised on Facebook
B. Promotional posts or advertising on LinkedIn,
C. Shoppable pins on Pinterest, and
D. Promoted tweets on Twitter
You can typically construct an audience using demographic data when
using this mobile marketing technique, and you can also specify the
objectives, spending limits, and durations of your campaigns.
Location -Based Marketing (GPS):
To provide people with pr omotions and material that is relevant to their
locations, location -based marketing makes advantage of the GPS
capabilities of smartphones. The terms geo -targeting and geo -location
marketing are occasionally used to describe location -based marketing.
The g lobal location -based advertising market, which was estimated to be
worth more than $62 billion USD in 2019 according to research, is
predicted to increase at a rate of more than 17% between 2022 and 2027.
Due to its greater relevance to the locations and a ctivities of mobile
consumers, this sort of marketing generates greater engagement and better
responses.
To persuade someone to attend a restaurant, for instance, you could
display them a promotion for the establishment. This is a tried -and-true
method to boost foot traffic because Coach employed location targeting to
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160

Proximity Marketing:
Location -based marketing also includes proximity marketing. This enables
you to locate potential customers using Bluetooth a nd target them with
relevant promotions.
Beacon marketing, which uses actual Bluetooth -enabled gadgets in or
close to stores, is one example of this. People who are close to your
location will notice these short -range signals that are sent to mobile
device s. Another tested strategy for increasing foot traffic is this. Toyota
used proximity marketing to draw more people who would be inclined to
make a purchase at a nearby auto dealer.

In-app Marketing:
The app market is a need for smart marketers. TikTok, Instagram,
Facebook, WhatsApp, and Telegram are among the top five applications,
according to Business of Apps. However, there are hundreds of thousands
of additional apps, which is why in -app advertising has developed into a
crucial component of mobile ma rketing strategies.
In-app advertisements can take the following forms:
A. Display ads, such banners that display at the top or bottom of a
smartphone screen;
B. Native ads, which are promotions designed to look like they belong in
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161 C. Video commercials; and
D. Interstitial ads, which pop up between app actions.
For instance, these advertisements occasionally appear when switching
between game levels.
9.5 TOOLS You can begin focusing on users of mobile devices by using the five
mobile marketing tactics ment ioned above. We will now discuss the
mobile marketing tools you will require in order to implement these
strategies successfully.
GroundTruth Ads Manager, geo -fencing advertising, audience targeting,
weather targeting, and brand insights are the five mobil e marketing
technologies you'll need.
GroundTruth Ads Manager :
With the help of mobile marketing, GroundTruth Ads Manager gives you
access to up to 120 million monthly visitors. You can target potential
customers using technology that has been independentl y verified by a third
party based on the locations and stores they frequent.
Distance, direction, and click -to-call customization options are available,
and you can leverage GroundTruth's cost -per-visit model to make sure you
only pay when someone enters y our store. GroundTruth Ads Manager's
comprehensive location statistics make it simple to monitor progress.
Geo-fencing Advertising :
Another significant type of mobile advertising that envelops an area with a
virtual fence is called geo -fencing. For instanc e, you may use this to
pinpoint a structure or commercial district. To guarantee the accuracy of
your geo -fence, GroundTruth uses its patented Blueprints technology.
You can display mobile advertising to those who are within your geo -
fence and meet your cr iteria after creating your geo -fence. This strategy
combines audience analytics with GPS to help you increase the
effectiveness of your mobile ad promotions. This is a precise and scalable
method of mobile advertising.
Weather Targeting :
Consumer behaviour is influenced by the weather. People may decide to
stay home or go out on occasion, and other times it may influence their
purchasing decisions. In either case, weather targeting can boost the
effectiveness of your mobile marketing.
Because of the excelle nt accuracy of GroundTruth's network of weather
sensors, you can target mobile advertising based on the current or
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162 temperature, and weather alerts, you can show advertisements. In order to
make your advertisements even more pertinent and useful, you can also
combine weather targeting with other types of location data.
Audience Targeting :
Have you ever pondered how to improve foot traffic by using offline
behaviour? This is achievable through aud ience targeting. You can target
customers with this mobile marketing tool depending on things like:
 Location;
 Interests;
 Online and offline behaviour;
 Past and present behaviour
As a result, you may use mobile marketing to contact clients when they're
most likely to make a purchase. For instance, if a consumer has been in
your physical store, you can email them an offer based on what they did
there. On the basis of how they interacted with your website, you could
alternatively send a message to someone w ho is out and about.
Additionally, you can incorporate audience targeting, geo -fencing, and
location marketing into your mobile marketing to make it even more
relevant to your potential clients.
Brand Insights :
Knowing what's truly going on with your custo mers is one of the finest
methods to boost foot traffic to your shop. The brand insights tool from
GroundTruth offers location data together with additional information like
market share, foot traffic, brand affinity, and other topics. This might
definitel y assist you in focusing on the most effective mobile marketing
strategies to reach your target market.
9.6 COMPONENT Text messaging and smartphone apps are only a small part of mobile
marketing. You must take responsive, mobile -friendly design into accou nt
across your entire marketing strategy to have a seamless experience.
A. Websites :
In addition to loading quickly and being error -free on mobile devices,
material that is mobile -friendly fills the entire screen without the need for
side-to-side scrolling or zooming. To ensure a consistent and enjoyable
user experience, maintaining a mobile -friendly website is crucial (UX).
Each stage of the purchasing cycle is significantly impacted by mobile
user experience.
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163 B. SMS and MMS marketing messages :
You can tr ansmit content directly to clients through MMS and SMS (short
message service), but you should exercise caution while using these
channels. Learn the most efficient methods for quickly communicating
with your audience and review the key principles of a suc cessful
campaign, whether it is promotions, videos, product alerts, or reminders.
C. Advertising and landing pages :
43% of emails are opened on mobile platforms, claims Litmus. Therefore,
it is essential that your emails use responsive design, a technique that
automatically adjusts the content for the best viewing on any device. Also,
don't overlook landing pages. When a visitor clicks through from your
mobile -friendly email to a non -mobile -friendly landing page, they are
likely to lose interest and click a way.
D. Apps :
Mobile apps can offer a chance to promote profound client involvement if
you have the correct strategy and plan in place. Examine the many app
categories, including productivity, commerce, retained engagement, and
mixed -use, to determine whet her developing a mobile app is the best
course of action to meet your business's acquisition, engagement, or
conversion goals.
E. MarTech :
One-time usage accounts for 25% of smartphone apps. How do you make
sure that your business' mobile app stands out fr om the competition given
that the majority of users have 50 to 100 apps on their phones? The
necessity to promote ongoing app downloads, installs, and usability
advancements is one of the many distinctive marketing issues that mobile
app creators must over come. Companies that have implemented marketing
automation to promote their mobile apps have seen an improvement in
user retention, engagement, and monetization.
9.7 IMPORTANCE It's obvious that more people than ever spend their leisure time online, and
that mobile phones —thanks to their usefulness and convenience —have
supplanted landlines as the most popular method of communication. Think
about this: 81% of Americans own smartphones, and 34 hours are spent
using mobile apps on average each month, according to Pew Research.
Furthermore, during the 2018 holiday shopping season, nearly 40% of all
eCommerce purchases were performed on a smartphone. Similar to this,
GSMA intelligence found that 5.1 billion people worldwide are mobile
service subscribers, or 67% of the world's population.
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164 an upgrade that prioritises mobile web pages while indexing (adding your
site to Go ogle). That's a LOT!
Mobile marketing is crucial for reaching your target market, boosting
sales, and improving ROI because of this.
Given that consumers are increasingly using their mobile devices to
research potential purchases, a sound mobile marketing approach can
directly enhance revenue.
A. Consumers who are doing product research are reached through
mobile marketing. Mobile shoppers are becoming more and more
common. According to Google's study, "best" comparison search
volume has grown by 80% over the previous two years.
B. The use of mobile marketing is rising. According to Google, roughly
50% of B2B queries today are made on mobile devices. By 2020, the
Boston Consulting Group (BCG) anticipates that number to reach
70%.
C. Most sales include elements of mob ile marketing. More than 60% of
purchasers in the business -to-business sector claim that a recent
purchase was significantly influenced by mobile (BCG, 2017)

9.8 ADVANTAGES & DISADVANTAGES Advantages:
A. The amount of time spent on mobile devices is always growing, and
there are more channels and platforms to pick from with high levels of
engagement.
B. It is possible to communicate with audiences worldwide at any time.
C. Content delivered via a mobile device has a more individualised feel
and facilitates easier consumer connections.
D. By targeting certain market segments with mobile marketing
strategies, you may tailor your content to the audience.
E. Use client location data to deliver timely and pertinent content or
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165 F. Reasonably inexpensive, especially when c ompared to conventional
marketing.
G. All of your content has the innate ability to go viral – without any
additional expense to you.
Disadvantage:
A. Before receiving location -based marketing, users must opt in. Due to
privacy concerns, marketers must be carefu l to adhere to data
protection laws in the US and other regions, such as the GDPR in
Europe.
B. Mobile marketing is quick and has a quick impact. Therefore, faults
can be quickly punished.
C. The world of mobile marketing is always evolving, encompassing
everyth ing from social media to search engines. To keep up, you'll
need to put in a lot of effort.
D. Since mobile phones don't always have the same dimensions, ads
must be modified for various handsets.
E. Because mobile devices are so private, clients are more readil y
irritated if your offering is irrelevant to them.
F. Some mobile marketing strategies, particularly those that employ
location -based targeting, may be viewed as intrusive.
G. You must guarantee that your website and sales platforms are
completely optimised for mobile in order to provide a consistent user
experience.
H. Bad customer service can spread online just as quickly as good
service.

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166 9.9 CHARACTERISTICS Top reasons why mobile advertising is effective
Some of the most significant causes for advertisers to concentrate their
efforts on mobile ads are as follows:
1. Availability:
No matter where they are, people always have their phones with them.
Due to the widespread coverage of the majority of phone internet service
providers, you can access the internet wh erever you are.
And for this very reason, mobile advertising can find your clients
wherever they are.
Additionally, word -of-mouth advertising could help you get free publicity.
Just picture a situation in which your advertisement appears on a target
custom er's cell phone as he is chatting with his pals.
If the advertisement is appealing enough, there is a good possibility he
will also tell his friends about it.
2. Mobile phone usage has increased:
Consider how much time you spend using your smartphone compa red to a
desktop or laptop before searching for any statistics.
According to a Statista poll, there are more than 4.5 billion cell phone
users worldwide as of 2019.
Mobile phones are the best medium for delivering advertising messages
because they account for more than 80% of all traffic.
3. Cost -effectiveness:
If you are running short of budget, advertising on cell phones is
considered the most ideal medium.
This will only cost a fraction when compared to traditional forms of
advertising such as television and print media.
4. Customization:
You could increase consumer intimacy with precisely targeted and
customised mobile advertising.
It is possible to get to know your clients on a completely different level by
giving them customised advertising messages.
Furthermore, it should go without saying that customised ads are
incredibly successful at raising user interest and boosting conversion rates.
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167 5. Increased advertising interactivity:
Mobile marketing enables the delivery of highly interactive
advertisement s with captivating formats and engaging contents. Customers
are more likely to remember both the advertisement and the brand when
they may participate in the format of the advertisement (by responding to
questions, taking quizzes, or clicking a tab).
In th e long run, this is more akin to a conversion -boosting brand
marketing plan.
Additionally, it contributes to maintaining the ad quality.
6. The timing:
Reaching your clients nearly instantaneously is one of the key benefits of
mobile advertising.
Accept t he reality that whenever a unique notification comes in, we all
have a tendency to check at our smartphones.
You will have the freedom to send time -sensitive messages, such special
events or notifications, as viewers frequently carry their cell phones with
them.
7. Facilitates improved targeting techniques:
Mobile phones, in contrast to desktop or laptop computers, provide a
wealth of user -specific data, making them effective targeting devices.
Advertisers might quickly categorizes consumers based on pertin ent
information like:
A. Location data
B. Demographics
C. Age group
D. Mobility
E. Shopping habits
F. Online pages visited
G. Spending habits
H. Preferences & History.
Cookies and IP addresses make it simple to follow consumer information.
However, it might not be as accurate if the information originates from a
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168 Mobile devices, on the other hand, have IDs that are particular to each
consumer. The data produced by mobile devices i s therefore more
significant.
8. The advantage of numerous touchpoints:
The internet is the only touchpoint that limits a PC's capabilities.
Publishers have a wide range of additional possibilities with mobile
advertising, including:
A. Wireless Internet
B. Voic email or missed call notification
C. Text Messages (SMS)
D. Multi -Media Messaging (MMS)
9. Facilitates immediate consumer feedback:
A mobile phone's interactive features assist in removing a number of
barriers to answering and in implementing direct user respons e features
like:
You can click to call, click to buy, click to send an SMS, etc.
10. Can still be effective with minimal content:
Detailed wording and content are not always necessary for this type of
promotion. Even with just a few headlines and persuasiv e visuals,
advertisements can still be effectively made. The goal is to captivate the
user's attention and engage them.
Costs are also greatly lowered when there is less demand for material,
which goes without saying.
9.10 SUMMARY Despite being one of the most traditional means of promotion, mobile
marketing still plays a big role in contemporary marketing because of its
efficiency. Today's most widely used methods and strategies include SMS,
social media marketing, in -app marketing, geo -targeting, and ring less
voicemail. Some of these marketing strategies might need additional tools
to be successful. You might need to spend money on marketing
management solutions if you want to enhance social media engagements,
for example.
9.11 SELF - ASSESSMENT QUESTIONS (A) Answer the following Questions:
1. Why will Mobile -Marketing grow to a great extent in future? Explain
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169 2. Write a Case -Study of Mobile -Marketing Implementation, in any
industry of your interest.
3. Compare Mobile -Marketing with ot her Digital -Marketing -Tools,
along with its pros & cons.
4. Does Mobile -Marketing provide great control over target -audience
compared to other tools? If yes then how?
(B) Choose the correct option:
1. Which Of The Following Is The Form Of Mobile Marketing?
a. Text
b. Voice Call
c. Graphic
d. All Of The Above
2. Which Of The Following Is Most Common Delivery Channel For
Mobile Marketing?
a. Text
b. Voice Call
c. Graphic
d. Search Engine Marketing
3. What Are The Key Aspects Of Sending Effective Push Notifica tions?
a. Send Highly Personalized Messages
b. Send With High Frequency
c. Both A And B
d. None Of The Above
4. Which Of The Following Is Not A Type Of Mobile Ad Extension?
a. App Extension
b. Call Extension
c. Sitelink Extension
d. Download Extension
5. More Free Users Leads To?
a. At More Ad Revenue
b. Less Ad Revenue
c. No Change In Ad Revenue
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170 6. What Are Native Ads?
a. Ads That Do Not Mention That They Are Ads
b. Ads That Are Built With Java
c. Ads That Look & Feel Like The App
d. All Of The Above
7. At Stage Of User Browsing App Store Page Of Your App What Is
The Objective?
a. Maximize Usage
b. Maximize Conversion
c. Maximize Interest
d. All Of The Above
8. What Is The Full Form Of Lbs In Mobile Marketing?
a. Lead -Based Service
b. List-Based Service
c. Location -Based Service
d. None Of The Above
9. What Is True About 2d Barcodes?
a. Barcodes Cannot Scan Vertically
b. Barcodes Cannot Scan Horizontally
c. A Mobile User Can Scan Barcodes In The Environment To
Access Associated Informati on.
d. Both B And C
10. How Many Maximum Characters Are Allowed In Sms Marketing?
a. 150 Character
b. 160 Character
c. 170 Character
d. 180 Character


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171 9.12 CASE STUDY Web and App Tracking Accuracy
Objectives :
 Implement reliable data collection of web and app streams
 Implement custom tracking in the application, including free and paid
bookings
Challenges :
 Build cross -platform tracking to maintain web and app data is one
place
 Analyze user journey across web and app funnels
 Implement comprehensive data lay er and advanced tracking
automation scripts
Process :

Results :
 GA UA vs. GA4 data matching is 99%

*****
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172 10
E-COMMERCE
Unit Structure
10.0 Objectives
10.1 Introduction
10.2 Importance
10.3 Advantage & Disadvantage
10.4 Characteristics
10.5 Difference Between eBusiness & eCommerce
10.6 Types & Examples
10.7 Building eCommerce Business
10.8 Features
10.9 Increase Sales
10.10 Future of eCommerce
10.11 Summary
10.12 Self- Assessment Questions
10.13 Case Study
10.0 OBJECTIVES  To Study Importance, Advantage, Disadvantage & Characteristics
 To Understand Difference Between eBusiness & eCommerce
 To Study Types & Examples
 To Understand Building eCommerce Business
 To Understand Features & To Increase Sales
 To Study Future of eCommerce
10.1 INTRODUCTION E-commerce, sometimes referred to as online commerce or electronic
commerce, is the term used to describe the exchange of data and money in
order to carry out transactions involving the purchase and sale of goods or
services through the internet. Ecommerce can apply to any type of
economic transaction that is made possible via the internet, but it is most
frequently used to refer to the online sale of tangible goods.
Ecommerce, as opposed to e -business, explicitly refers to the exchange of
products and services. E -business, on the other hand, encompasses all
aspects of running an online business.
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173 10.2 IMPORTA NCE As opposed to operating a traditional manner of business, e -commerce is
the finest choice accessible for people to create a better business
environment and ensure success in the future. For any businessperson,
having an online store is a benefit to the ir enterprise. There are several
reasons why e -commerce businesses are important:
Convenience :
Sometimes people wonder why they turn to e -commerce websites for their
online purchases. Convenience is the main response to this query. At any
time, one individ ual can shop, purchase, and sell goods while seated at
home.
Round the clock service :
We can always get services through e -commerce, even at midnight.
Therefore, if a consumer needs something late at night, they need not go to
a physical market. For indivi duals who are frequently occupied with their
work schedules, it is the most practical choice. Being available to your
customers is always beneficial.
Wide Platform :
E-commerce attracts a diverse group of customers from all around the
country or world to yo ur firm. Therefore, selecting an e -commerce
platform that can assist your firm overcome geographical obstacles is a
good choice.
Business promotion :
Given that we are in the era of digital media, e -commerce is closely
related to your company's marketing ef forts. Making your company
accessible online is essential to its growth for a variety of reasons,
including convenience, exposure to a global clientele, ease of operation,
etc. It will also aid in building a solid and well -known brand for your
company.

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174 Lesser cost :
A reduction in risk and expenses will result from automating the
monitoring of goods and service inventories. Additionally, owning an
online store is far more economical than opening a physical one because it
eliminates other costs like rent, energy, etc.
Easy setup :
Comparing the cost of starting an e -commerce firm to opening a physical
store, it is incredibly low. Additionally, e -commerce marketing websites
are far simpler to license and permit than a physical store is.
Economy :
Since the e -commerce industry requires no infrastructure or insurance
expenditure, more funds may be allocated to the items, strategy, and
marketing. It will strengthen your marketing tactics, which may also result
in more people visiting your e -commerce website.
Bette r product information :
The majority of e -commerce websites include photographs and videos that
demonstrate their products together with comprehensive product
information. It aids in giving customers a clear picture of the product and
its usability.
Now tha t you are aware of how crucial it is for your company to have an
online store, let's look at how e -commerce development businesses will
develop in the future:
10.3 ADVANTAGES & DISADVANTAGES Advantages of e -Commerce:
A. E-commerce enables vendors to become cl oser to customers, which
boosts productivity and creates ideal competition. Additionally, the
buyer has a variety of merchants from which to choose and can
purchase the best things for their needs, tastes, and budget.
Additionally, customers now have const ant access to online retailers.
B. E-commerce also significantly lowers the cost of transactions for
consumers.
C. One of the rapidly expanding commercial channels for the
transnational exchange of goods and services is e -commerce.
D. With few investments, it offer s a greater reach and reception on the
global market. It makes it possible for both buyers and sellers to reach
a global market. Geographical limitations and difficulties are
eliminated or much diminished.
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175 There is established a clear and direct line of communication between
the service or product providers and the final consumer. In this
method, goods and services are developed to suit the specific
demands of the target market.
F. Since e -commerce allows for the creation of a single store to meet all
of a customer's business needs, clients may find products with ease.
G. Business ease: It makes beginning and running a business
straight forward and easy.
H. The development of the e -commerce industry has the potential to
improve employment, source of foreign exchange, tax collection by
exchequer s, and long -term customer satisfaction.
a. The micro, small, and medium businesses (MSME) in India hav e
been directly impacted by the e -commerce sector, which also has a
positive ripple effect on other industries by offering means of
financing, innovation, and training.
Disadvantages of e -Commerce:
A. E-commerce businesses are less accountable, and the qualit y of the
products might or might not satisfy client expectations.
B. Information technology and network connectivity are extremely
important. Unpredictable consequences on overall operations can
result from mechanical failures.
C. E-commerce transactions are not currently regulated, as there are no
clear laws in place either domestically or internationally to do so.
D. The customer may occasionally lose their sense of privacy, culture, or
economic identity.
E. The possibility of financial fraud transactions and the los s of private
financial data exists.
F. Since there is little regulation on the Internet and no borders,
preserving rights to intellectual property (IPR) online is becoming
more and more important. The abuse of trademark protection is one of
several important IPR issues that are now present.
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176 10.4 CHARACTERISTICS You might still have some doubts regarding this company model after
hearing what e -business entails and what it's used for. To help you better
grasp how e -business benefits business, we have outlined some of its most
important aspects below.
A. Rapid customer service made possible by the flexibility of online
procedures.
B. Cost reduction through speedier work procedures, increased
productivity, and trust in the outcomes.
C. Additionally, contingent on the e -business model, there are
opportunities to target various audience profiles through online
company offers.
D. Possibility of building a supply chain that links partners, suppliers,
and customers to get a full picture of viewers' interactions with the
brand.
E. Technology becomes the core of the entire operation, operating in line
with corporate goals rather than just providing assistance.
F. Digital systems enable information interchange between all company
departments, facilitating collaboration at all workflow phase s.
G. Business process optimization with well -defined strategy and an
overall performance perspective.
10.5 THE DIFFERENCE BETWEEN E -BUSINESS AND E-COMMERCE E-businesses carry out all of their operations online, as was already
described in the preceding chapt er. But what exactly are e -business and e -
commerce, and how do they differ?
While e -commerce is a common name for electronic commerce, e -
business refers to the full corporate structure. It is nothing more than the
online purchase and sale of services and g oods.
Viewing products, making purchases, and making payments are all done
online in this procedure. Customers then choose whether they want to pick
up the item at a store or have it delivered to their home.
10.6 TYPES & EXAMPLES There are four main types of ecommerce models that can describe almost
every transaction that takes place between consumers and businesses.
1. Business to Consumer (B2C):
When a company offers a product or service to a single customer (e.g.
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177 2. Business to Business (B2B):
When a business sells a good or service to another business (e.g. A
business sells software -as-a-service for other businesses to use)
3. Consumer to Consumer (C2C):
When a consumer sells a good or service to another consum er (e.g. You
sell your old furniture on eBay to another consumer).
4. Consumer to Business (C2B):
When a consumer sells their own products or services to a business or
organization (e.g. An influencer offers exposure to their online audience in
exchange fo r a fee, or a photographer licenses their photo for a business to
use).
Examples of Ecommerce :
E-commerce can take on a number of different shapes, encompassing
various corporate and consumer transactional relationships as well as the
exchange of a variety of goods.
1. Retail:
The sale of a product by a business directly to a customer without any
intermediary.

2. Wholesale:
The mass purchase of goods, frequently by a shopkeeper who
subsequent ly sells them on to customers.
3. Drop -shipping:
The sale of a go od that has been produced and delivered to the customer
by a different party.
4. Crowd -funding:
The process of collecting money from customers before a product is really
accessible in order to collect the startup cash needed to bring it to the
marketplace.
5. Subscription:
Regular purchases are made automatically until the subscriber decides to
discontinue a good or service.
6. Physical products:
Any tangible good for which orders must be physically dispatched to
customers when sales are made in order to ma intain inventory levels.
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178 7. Digital products:
Downloadable digital products, templates, courses, or media that require a
license to use or consume.
8. Services:
A skill or collection of skills offered in exchange for payment. It is
possible to pay for the service provider's time.
10.7 BUILDING E -COMMERCE BUSINESS Research, preparation, and passion are required when starting an online
store. You can reach the market of online consumers who purchase from
the convenience of their homes by using the appropriat e technologies.
Here are steps to follow when you’re ready to move your venture forward.
Step #1: Choose your product
Make sure you are clear on your specialty before you begin. Better yet, it
can be beneficial to think about what you can offer the market and start
with an idea of the goods you want to sell.
Be patient and conduct some research once you've decided on a particular
good or service. Start by researching rival companies in your sector. Pay
close attention to what they're doing right and where y ou feel you can do
better. Examine their website's operation, marketing strategies, and
business model in great detail. Your own plan may be shaped by these
observations.
Step #2: Find your target audience
Finding your target market comes after deciding wh at you want to sell.
Think about your ideal customer and the traits they possess. Creating a
consumer persona throughout this stage of the process may be beneficial.
A fictitious representation of your ideal consumer is known as a customer
or buyer persona . You may forecast customer behaviour and gain a deeper
understanding of your potential customers using this persona. When
creating a character, you might wish to take age, geography, financial
level, and individual ambitions or values into account. Whethe r you create
elaborate personas or not, keeping these characteristics in mind will help
you anticipate the digital power and marketing preferences of your actual
customers.
Step #3: Validate your product
You still need to overcome some sizable obstacles be fore you can launch
your brand, even if you have a clear vision for your product and an
understanding of your target market. You must first decide whether your
concept will be successful in the real market. You should take into account
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179 sales strategies, and laws. Market -based factors to take into account
include market size, rivals, and industry trends.
You should leave the process of validating your product with a clear
awareness of the expenses you'll incur as a business owner. Since you
won't have to pay for a storefront or manufacturing costs for digital goods,
e-commerce sellers frequently have more pricing flexibility.
Step #4: Shape your business
Establishing a model for acquiring, packing, and delivering your orders is
necessary if your firm revolves around a tangible product. You have
several choices, such as:
 Making the item yourself and taking care of the shipping expenses
 Having another company produce your product
 reselling pro ducts purchased at a discount
 Working with a third -party inventory handler to dropship products
 supplying a digital good that does not require production or delivery
It's time to draft a business strategy once you've decided how you'll market
your product. This strategy will be crucial for defining your objectives and
directing your subsequent actions. Consider the type of business you're
launching, your offering, your ideal client, your revenue stream, your
personnel requirements, and your business model.
An effective business plan is often between 15 and 20 pages and
includes:
 An executive summary
 Your company overview
 Market analysis
 Definitions of your product or services
 An actionable marketing plan
 A plan for logistics
 A well -developed financial plan
Step #5: Pick a name
If you don’t already have one in mind, your e-commerce store will need a
memorable name. A great business name is compelling, descriptive, and
one of a kind. Check to make sure your business name is available on your
secretary of state’ s website and the U.S. Patent and Trademark
Office website. After you’ve made a decision, you’ll want to:
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180  Consult with an attorney to legally register your business as an LLC,
corporation, partnership, or proprietorship.
 Apply for y our employer identification number (EIN) through the
IRS.
 Apply for any necessary business permits or licenses, including sales
tax permits, health and safety permits, and more.
Step #6: Build your website
After you’ve created your new business, it’s final ly time to build your e -
commerce website. Your goal should be to create a polished website that
reflects your new brand’s values and aesthetics. The basic steps of
website -building include:
A. Purchasing a domain :
If you haven’t already, you can buy a cus tom domain with Mailchimp.
This makes it easier for customers to find you and lends credibility to your
new site.
B. Choosing a website builder :
Mailchimp makes it easy to design and build the website you’re
envisioning for your brand. The all -in-one plat form simplifies the process
of creating and promoting your website.
C. Mapping out your site:
Once you’ve taken the time to explore the website builder and its
capabilities, it’s helpful to create a site map. Focus on making your site
easy to navigate and fun to explore.
D. Designing your aesthetic :
Take your time establishing a visual package that represents your brand’s
values and culture. Mailchimp’s flexible tools make it simple to elevate
your website design with professional formats and appealing br anding.
E. Building out your pages:
Each page on your website should meet the needs of your target audience.
Remember that all roads should lead to creating new customers.
F. Connecting your payment processor:
Make sure your website can accept payments b efore you launch.
G. Optimizing your SEO:
Search engine optimization (SEO) is the key to gaining visibility online.
Make sure you’re using keywords wisely so you can connect with as many
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181 H. Launching your e -commerce store:
Double -check your e-commerce launch checklist before going live with
your new online store.
Step #7: Develop a marketing strategy
Marketing is essential to your store, both before and after you launch, so
you’ll want to make sure you develop a compelling marketing strategy to
get the word out.
Branch out :
When it comes to marketing, it’s often beneficial to use multiple
channels to reach your customers. For example, you could:
 Promote your blog on your social media channels —and vice versa.
 Post on multiple social m edia channels and see which platform
garners the most engagement from your audience.
 Partner with influencers or affiliate marketers and provide them with
links to shoppable landing pages they can share.
Tweak your SEO strategies :
Search engine optimizatio n is an ongoing process. To maintain visibility,
focus on developing your site’s SEO with effective copy, product
descriptions, and up -to-date blog posts. Keep in mind that your entire site
should align with current SEO standards to maximize your exposure.
Invest in CRM :
Customer relationship management, or CRM, is a game -changer for online
businesses. A CRM platform can support or handle your e -commerce
marketing ventures by gathering important data about demographics and
behaviors. In other words, investi ng in CRM can help you optimize your
marketing choices and boost sales.
Make the most of email :
Email plays a significant role in any marketing efforts because it allows
you to connect with people who’ve already shown interest in your product.
Email market ing campaigns are a great way to share exclusive offers,
promotions, company updates, and product launch details. You could even
add surveys to your email to collect customer feedback and help shape the
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182

10.8 FEATURES Following figur e shows the features of electronic commerce:

1) Ubiquity :
E-commerce is widely used, which means it is always accessible. It frees
the free market from being constrained to a physical location and enables
online shopping (such as desktop, laptop). Marke t space is the outcome.
Consumers can explore things in a market for less money thanks to
ubiquity. Regardless of where they are, consumers can get any data
whenever and wherever they choose. Buyers no longer need to travel to a
market, which saves them ti me and money. Overall, it conserves the
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183 2) Global Reach :
In comparison to traditional commerce, e -commerce technologies make it
possible for businesses to reach customers easily across international
border s. Companies all around the world are extending their businesses
with e -commerce solutions in order to increase earnings and business
outcomes. As a result, the size of the potential market for online retailers
is roughly equivalent to that of the internet user base.
3) Universal Standards :
All countries in the world adhere to the same norms, which are known as
universal standards. These are Internet technological requirements for
carrying out e -commerce. It enables everyone to join on an equal "level,"
and it offers positive network externalities for everyone. Universal
technical standards reduce entry barriers and search expenses to a
minimum.
4) Interactivity :
E-commerce is interactive because it allows for two -way conversation
between buyers and mercha nts. It demonstrates a key advantage of
modern e -commerce technology over earlier traditional business
technologies.
5) Information Density :
Information density refers to the entire quantity and calibre of information
that is made available to market buye rs and sellers via the Internet.
Information density is greatly increased via the Internet. Consumers and
businesses can get higher -quality information thanks to information
density. E -commerce technologies improve information accuracy and
timeliness. For instance, the flipkart.com store offers a selection of goods
at different pricing points.
6) Richness :
The intricacy and content of a message are referred to as its richness.
Richness is defined as all commercial activity and experience delivered
via a ra nge of communications. Text, images, videos, audio, links, SMS
(Short Message Services), etc. are a few examples.
10.9 INCREASE SALES Ecommerce sales in the United States generate $130 billion in revenue per
quarter, or about 10% of all retail sales (that number is increasing globally
as well). That is a sizable number of people searching for goods and
services online.
1. Hook prospects in the consideration stage:
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184 forgetting about you as they progress through the buyer's journey if you
offer pertinent material during the awareness stage but don't follow up.
Additionally, it's crucial to keep in mind that before c ommitting to a
product or service, customers can switch back and forth between stages of
the purchase cycle. Keep prospects interested by sending them information
that relates to their current stage once you've hooked them with your
content. Getting on the ir list of potential purchases should be your aim.
2. Use paid targeting to outrank your competitors:
Sites like Google Shopping are profitable for a reason: they are effective.
Every day, search engines produce billions of results, many of which are
for g oods and services similar to yours. The competition is the issue. Paid
advertising may put your e -commerce store in front of the right customers
and provide you an advantage over your rivals if it is done correctly.
3. Get (or give) some information before they leave your site:
Engage visitors to your e -commerce site even if they are not all prepared
to make a purchase. Consider the factors that can cause a person to view
and then leave a page (whether they are weighing their options, they think
your produc t is too pricey, or they want to make a better informed choice).
Whatever the cause, it's your responsibility to give them something that
will make them think of you as they continue their search. Although it
would be ideal to get some lead information, yo u should at least provide
them something helpful to help them in their search.
4. Invest in re -engaging shopping cart abandoners:
Though inevitable, shopping cart abandonment is not final. Users
occasionally only need a gentle reminder to return to their c art, which can
be sent by email or retargeting. Prior to contacting a prospect, you should
make sure to address a few of the typical causes of cart abandonment.
5. Remember to integrate socially:
Don't undervalue social media's influence when it comes to i nternet
purchases. It makes sense given the integration of shoppable content that
60% of users find things on social media, according to Instagram. By
meeting potential consumers where they are and guiding them smoothly
toward a purchase, you may reduce fr iction in the sales process.
Growth Mantra :
The only motto for growth on the web is to adapt to trends, technology,
and keep experimenting. The field of e -commerce is dynamic. In this
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185

10.10 FUTURE OF ECOMMERCE Who is involved in an e -commerce project ?
E-commerce impacts upon almost every function within a business.
The following teams should be involved:
A. IT
B. marketing
C. accounting
D. stock control
E. delivery
F. leadership
Key customers and suppliers can also be involved.
Three most important success factors:
A. Low customer acquisition cost :
For the majority of e commerce firms, getting a tonne of cheap, profitable
clients is the golden grail.
Your preferred margin, lifetime value, and your rivals all play a major role
in determining how low is low enough.
The majority of this expenditure is made up of marketing expenses to
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186 Each new client still costs money, even if you aren't actively investing on
things like advertising. You can initially get away with only wasting your
own time. If your company is more established, though, you will probably
engage professionals or staff to handle your marketing.
So let's examine two of the main reasons for this factor: marketing and
brand
Brand :
The most ambiguous yet effective technique to stand out and cut your
acquisition costs is with this method.
1. How many individuals are familiar with your brand and its principles?
2. What distinguishes you from your rivals?
3. What would prompt a potential customer to visit your store?
Marketing :
Making a successful brand requires choosing both what you do and do not
stand for.
This means that you'll know more about who to look for and where to find
them.
In terms of marketing, that's a good place to start.
How then do you make the most of your budget?
Two inexpensive or free ways to boost sales were identified when we
looked through the best e -commerce marketing strategies:
1. You focus on marketing activities that are cheap: email & retargeting.
But these are also low scale, meaning that t he total volume of sales
from these activities will be limited.
2. You do things differently.
B. High repurchase rate :
The most prosperous stores are those that rely on repeat business.
This element raises the ecommerce customers' lifetime value, which is
excellent for earnings.
Customer experience, product variety, pricing, brand recognition, and
marketing are some of the key factors that go into determining a
customer's loyalty.
Take note of how I placed marketing last. Because getting more in front of
your current customers is the most popular strategy for boosting customer
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187 That is what automated email marketing can accomplish. However, if a
buyer has a negative shopping experience, your campaigns won't be heard.
Customer experience :
If you want to enhance client satisfaction, customer support ought to be at
the top of your list.
The goal is to keep current customers satisfied. More consumer reviews
will result from this as well. Make sure you are aware of what is
happening if you employ a customer c are person or team.
The entire client experience, however, begins the moment a person enters
your website. Consider what they observe or experience:
How challenging is it to find certain products? How pleasant do you find it
to look through your product se lection? How quick is the website? How
quickly can they locate your "metadata, such as delivery charges or
contact information?
By looking at the website for yourself, you can gather information
regarding these problems. The best, however, is getting feedb ack from
genuine customers. To obtain this insightful feedback, have a look at
technologies like Hotjar or UserTesting.
Product selection :
If you work in marketing, you undoubtedly have a natural talent for it.
However, the focus should actually be on the final result.
That may seem so apparent now, but when I first started out in my job, I
beat myself up over the marketing outcomes when the real issues were
with the product.
Simple:
You need things that people want to buy if you want to sell more.
Choosin g the proper products has a significant impact on both your
conversion and repurchase rates.
A skill set that isn't spoken much but is extremely important is choosing
and advertising the proper products.
C. Healthy margins :
Your online store will be simple r to manage if your gross margin is strong.
(As a reference, a MarketingSherpa survey revealed gross margins ranged
from 22% to 38%)
It provides more opportunities for consumer acquisition and gives you
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188 A portion of that expense —your marketing costs —was already covered.
Of course, there are additional fees too, such as those for shipping and
other costs and the cost of the actual products.
In the beginning, the b usiness should put a high premium on cost control.
Reasonably low prices are ingrained in Amazon's DNA, too. Because of
this, for the first few years, their workstations were located in the old
doors.
10.11 SUMMARY A. E-commerce refers to the buying and selli ng of products and services
online.
B. Computers, tablets, cell phones, and other smart devices are used to
conduct it.
C. Today, almost anything can be purchased online; as a result, e -
commerce is frequently very competitive.
D. It can take the place of physical s torefronts, while some companies
decide to keep both.
E. Business -to-business, business -to-consumer, consumer -to-consumer,
and consumer -to-business are just a few of the market segments in
which e -commerce is active.
F. One aspect of operating an online business is e -commerce.
Ecommerce simply refers to the sale of products and services online,
whereas the latter covers the complete process of operating a business
online. Ecommerce giants like Amazon, Alibaba, and eBay have
transformed the retail sector, compelli ng large, established merchants
to alter their business practices.
10.12 SELF - ASSESSMENT QUESTIONS (A) Answer the following Questions:
1. Explain how eCommerce is going to be the most effective way of
online -business in future.
2. Implement a Case -Study o f an eCommerce portal, right from
initiation to implementation.
3. Mention Types of eCommerce with examples.
4. How to build an eCommerce business? Mention along with its
features.
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189 (B) Choose the correct option:
1. E-Commerce Stands For _______.
a. Electr ical Commerce
b. Electronic Commerce
c. Entertainment Commerce
d. Electrochemical Commerce
2. Which Dimension Of E -Commerce Enables Commerce Beyond The
Boundaries Of The Country?
a. Richness
b. Interactivity
c. Global Reach
d. Ubiquity
3. ____ Is Not A Maj or Type Of Electronic Commerce.
a. Consumer To Business
b. Business To Consumer
c. Business To Business
d. Consumer To Consumer
4. Which Of The Following Describes The Definition Of Electronic
Commerce?
a. Doing Business
b. Sale And Purchase Of Goods
c. Doing Business Electronically
d. All Of The Above Mentioned
5. Which Of The Following Is/Are Considered Examples Of The
Consumer To Consumer (C2c) Model?
a. Amazon.Com
b. E-Bay
c. Rentalic.Com
d. All Of The Above
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190 6. _______ Is A Function Of E Commerce.
a. Marketing
b. Supply Chain
c. Finance
d. All Of The Above
7. _______is A System Of Interconnected Electronic Components Or
Circuits.
a. Electronic Network
b. Marketplaces
c. Electronic Markets
d. Metamarkets
8. Companies Like Flipkart, Amazon And Myntra Belo ng To Which
Type Of Ecommerce (Ec) Segment.
a. B2b
b. B2c
c. P2p
d. C2b
9. Among The Alternative Models Of B2b E -Commerce, Which Is The
Best Means To Acquire A Competitive Advantage In The Market?
a. Strategic Relationship
b. Process
c. Transaction
d. All Of The Above
10. Which Of The Following Is Not A B2b E -Commerce?
a. Sending And Receiving Orders
b. Invoice And Shopping
c. All Of The Above
d. None Of The Above
10.13 CASE STUDY Digital advertising on Amazon Ads for online eCommerce
Objectives :
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191  Improve product visibility with paid ad campaigns
Challenges :
 Develop a strategy on a product level to match specific product goals
- increasing sales volume or increasing visibility
 Improve the brand’s visibility and organic positio ns, navigating a
highly saturated and competitive market
 Scale the business at a stable and profitable ACoS
 Continuously test new creatives, matching them to the right audiences
and keywords
Process :
 Audit current campaigns and assess the performance
 Devel op a strategy for individual products, groups of products and
creative, based on their performance and goals
 Conduct a research to uncover potential growth areas and the brand’s
competitors, developing a marketing, price and promotion strategy to
improve b rand’s positions on the platform and drive more sales
 Re-structure the account, launching targeting, remarketing and
branded campaigns across all campaign types
 Expand the brand’s reach with automated campaigns, using manual
campaigns to maintain high visi bility for core keywords for the
business

Results :
 +77.5% growth in sales
 -12% decrease in ACoS
 +54% increase in impressions
 +79% increase in clicks
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