One of this and a Diet Coke Please

For the Perfect Balanced Diet

Perceived
In Bangladesh, penetration of devices and internet is
too low to do effective digital marketing
Digital Marketing is mostly about
Social Media only
What is Digital?
Evolution of Digital
Digital as a way of engaging consumers
Digital is a Business Model
Digital as a way of reorganizing work
The Long Tail
What is Digital Marketing?
The Long Tail
 Digital marketing is any form
of marketing products or
services that involves electronic
devices and electronic media.

Including

Internet Search Social Media Mobile Gaming

Digital Marketing Mix
 Facebook/Instagram/Twitter/YouTube
Social Media Community Management/Social Care/Social CRM
Corporate, e-Commerce, Microsites
Websites Blogs
Static/GIF posts, Banners
Content Interactive Banners, Video, HTML5
Video/Animation

Technology Installation/Custom Devices

Digital
AR/VR
Marketing
Mix Mobile Apps & Games
SMS/MMS

Promotion Google AdWords

Social Media

PR Ad Network/Direct Buy
Influencer Engagement
Content Syndication
Others
VAS/SMS/IVR
Digital Marketing
Latest Trends
Latest Trends in Digital
Marketing
Influencer Marketing
According to Adweek, the influencer industry is
set to reach $10 billion in worth by 2020
Latest Trends in Digital
Marketing
Chatbots
With 1.4 billion people interacting with
chatbots, 80% of savvy businesses are
already using or plan to use chatbots by
2020. And by 2022, chatbots will help
businesses save over $8 billion per annum
Latest Trends in Digital
Marketing
Video Marketing
• 70% of consumers say that they have shared
a brand’s video.
• 72% of businesses say video has improved
their conversion rate.
• 52% of consumers say that watching
product videos makes them more confident
in online purchase decisions.
• 65% of Consumers visit the marketer’s
website and 39% call a vendor after viewing
a video.
Latest Trends in Digital
Marketing
Augmented and Virtual
Reality Marketing
According to Statista, AR and VR market size
worldwide are expected to reach $209.2 billion
in only 4 years.
 Latest Trends in Digital
Marketing
Programmatic Advertising
According to eMarketer, almost 90% of digital
display ads will be programmatic by 2020.

Providers in Bangladesh: Eskimi, Wizards etc.

MEDIA SELECTION

Social Publishers

Googl DSPs
e
 MEDIA COMPARISON (QUALITATIVE) AT A GLANCE

Google Publishers DSPs

BEST USE: Popular for campaigns which need BEST USE: Popular for campaigns which BEST USE: Popular for programmatic ads,
maximum awareness, traffic and remarketing, need maximum awareness for Mass TGs rich media ads and awareness campaigns
i.e., product launch, sales offers, etc.
PROS: Largest news sites, huge number of PROS: All types of customization available,
PROS: Ability to place ad on the largest network visitors from social media ability to connect to third party services
of websites, largest search engine & largest though programmatic ads
video platform. Easy integration within website CONS: Very low CTR, too many ads to grab
with Analytics and Tag Manager add-on attention, low/no targeting parameter CONS: More expensive than Google, low
available CTR
CONS: For highly competitive products, bidding
and placements become expensive
 MEDIA COMPARISON IN DETAIL
COMPARISON NOTES SOCIAL GOOGLE PUBLISHERS DSP

TARGETING PARAMETERS High Medium Low to none High

AD FORMATS High Low Medium High

REMARKETING Possible Possible Not Possible Possible

OPTIMIZATION OPTIONS High High Low Medium

REPORTING PARAMETERS High High Low Medium

Awareness/Engagement/T
BEST OBJECTIVE raffic/ Awareness/Traffic Awareness Awareness/ Traffic
Conversion

PROGRAMMATIC ADS Not Available Not Available Not Available Available

PARTNER NETWORKS Medium High Low High

Digital Marketing
Principles
 A buyer persona is a
semi-fictional
representation of your
ideal customer based
on market research
and real data about
your existing
customers.
SoLoMo, which stands for
Social-Local-Mobile,
refers to the integration
of social, location-based,
and mobile marketing
tools into new customer
acquisition platforms.
 Jobs-To-Be-Done is the
higher purpose for which
customers buy products,
services, and solutions.
JTBD guides you toward
innovation and helps you
move beyond the norm of
only improving current
solutions
 A minimum viable
product (MVP) is a
development technique
in which a new product is
developed with sufficient
features to satisfy early
adopters. The final set of
features is only
developed after
considering feedback
from the initial users.
 Retargeting, also known
as remarketing, is a form
of online advertising. that
can help you keep your
brand in front of bounced
traffic after they. leave
your website. For most
websites, only 2% of web
traffic converts. on the
first visit.
Digital Marketing
Latest Tools
Affiliate Marketing
E-mail is an effective digital marketing tool
Write down as many guidelines/tips as possible to do a successful
email campaign
 Must Dos of E-mail Marketing:
Database + Permission + Headline + A/B Testing + Engaging + Personalize + Frequency + Timing + Mobile-friendly + Analyze
 SEARCH ENGINE
MARKETING (SEM)
The process of maximizing the number of visitors to a particular website by ensuring that the site
appears high on the list of results returned by a search engine
SEM is a form of Internet marketing that involved the promotion of websites by increasing their
visibility in search engine results pages (SERPS) through SEO, PPC etc
 Search Engine Optimization (SEO) and
Search Engine Marketing (SEM) is not the same
PPC is an internet advertising model used to direct traffic to websites, in which an advertiser pays a
publisher when the ad is clicked.
Google Search Network
vs Google Display
Network

And CTR vs CPC

 Display advertising is
advertising on websites
whose main purpose is to
deliver general
advertisements and
brand messages to site
visitors.
 Display Advertising is not effective because it lacks the interactivity like other
digital tools

A. Yes

B. No
 SEM: Display Advertising:

Focuses on people who Communicates your

are looking for your product even when
product people are not looking

Appears only in Search Appears in many sites

Page outside search page

Text based Graphics based

You are about to create a SEM campaign for a new E-commerce site. You have 100
USD to use where each action you take = 10 USD. For example, one activity you do to
increase the Relevance of your E-commerce Site = 10 USD. One activity you do to bid
for one key word = 10 USD. If the key word you choose is also chosen by competition,
you get no point. If the keyword you choose is not tied with your identifie customer
problem and solution, you loose search frequency score. If the key word you choose
is not backed by creating content in your site (means relevance) than you will not
get any score.

Your job is to

1. First identify 2 key customer problems and 2 key solutions that your new e-
commerce site will give
2. Then use your 100 USD to run a SEM campaign
A. Repeating same keywords multiple times in my website content can get me
higher ranking in organic search
D. Through Search Analytics, its possible to find how long it takes for my website
to load in mobiles
E. The paid search results are given a more prominent position on the search
results page
F. Websites use “bots” to “index”

G. Search engines cannot interact with the images of websites

H. In SEM, highest bidder always wins

I. The first step in SEO is finding the right keywords people use to search in my
relevant category
J. “Negative keywords” is a list of keywords that stop you from appearing in
irrelevant searches
Analytics
Poor understanding and
capability about Data
Analytics
Choose a Business Critical Metric
What will I do with this information?
 What are the Core
Ad Management & Analytics
Platforms?
 Facebook Ads Manager
Ads Manager is your starting
point for running ads on
Facebook, Instagram,
Messenger or Audience
Network. It's an all-in-one tool
for creating ads, managing
when and where they'll run and
tracking how well your
campaigns are performing.
 Facebook Ads Manager:
Pixel Tracking
When someone visits your website and takes an action (for example, buying
something), the Facebook pixel is triggered and reports this action. This way,
you'll know when a customer took an action after seeing your Facebook ad.
 Google AdWords
One stop platform where
advertisers pay to display brief
advertisements, service
offerings, product listings,
video content, and generate
mobile application installs
within the Google ad network
to web users.
 Google AdWords:
Keyword Planner
Search for words or phrases
related to your products or
services. Google’s keyword
research tool will help you
find the keywords that are
most relevant for your
business.
 Google Analytics
Google Analytics (GA) is a
powerful set of tools that can
help you identify who’s
coming to your website, the
devices they’re using, the
pages they visit, and so much
more.