Unit 4:
Marketing in Digital
Economy
MME 305: Data & Digital Economy
11th Nov 2024
Unit 4: Marketing in digital economy
• Digital channels and choice overload
• Understanding the changing face of media and online assets
• Digital marketing 101
• Jio case study
• Online advertising principles
• Decoy effect
• 6D model on cultural variations
• Patanjali case study
Unit 4: Marketing in digital economy
• Digital channels and choice overload
• Understanding the changing face of media and online assets
• Digital marketing 101
• Online advertising principles
• Decoy effect
• 6D model on cultural variations
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
The business side of SEO
• “Art” of allowing search engines to find your page first and list it on top
in response to a search
• There are more than 200 signals based on which Google ranks search
result. We do not know all. We do not know the coefficients either. So
what do we do?
• Create your page for the user and not for the search engines
Useful references:
https://smallseotools.com/
https://ahrefs.com/
https://neilpatel.com/
There are two types of SEO
• On-page optimization: includes steps you take on the page
– Basic checks e.g. page title, tags, description for each element
– Social media linking
– No erroneous links
– No duplication content, keyword stuffing
– Secure website
• Off-page optimization
– Backlinking
– Affiliate marketing, syndicated content
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
Types of search marketing
• Search ads
• Product listing ads (PLA)
• Paid listing
Product listing ads (PLA)
Let’s take an example,
Customer types “redmi note 7 pro”
on Google search supported
browser
The first element they see are PLA
(product listing ads)
Note: Rich media ads involve active participation by
the ad viewer (e.g. click to expand ad). PLA is not
one of them.
Two key inputs by Marketers
1. Bid price – How much are they willing to spend on each action
2. Keyword selection – Which search queries are of interest
How are ads ranked by Google?
https://blog.tryadhawk.com/google-
adwords/how-google-adwords-works/
How are ads priced by Google? -
Generalized Second-Price ad auctions
https://blog.tryadhawk.com/google-
adwords/how-google-adwords-works/
The curious case of Quality Score
• What will happen to cost if QS of my ad is really bad
• What will happen to cost if QS of my ad is really wow
What would be the future of SEM
with Generative AI?
Positives Negatives
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
Search ads you find; display ads
find you
Ad formats for display marketing
• Text, image
• Rich media ads
• Video ads- in stream, in-display, in-slate, in-search
• Expandable -Mouse roll over, Replay- close
• Page Pusher-horizontal/vertical
• Page peel, Overlay
• Flash Ads etc
https://digpromoguide.wordpress.com/display-ads/
A good display ad
• Clear and Simple messages
• Relevant keywords
• Right landing page
• Noticeable and curiosity inducing
• Easy to load
Types of targeting
• Contextual
• Demographic
• Behavioural
• Social based
• Retargeting/remarketing
Remarketing/ Retargeting is
marketers trump card
Display ads - Measures of success
• Mouse over the ad for 1 continuous second
• Clicks an Exit link
• Makes the ad display in Full Screen mode
• Expands the ad
• Interaction time
• Expansion rate
• Video completion rate
• Average display time
• Average expanding time
Design your campaign -
Direct Metrics
– CPM- Cost Per Mille (Cost per 1000 impressions –CPI)
– CPC- Cost Per Click
– CTR- Click Through Rate
– TCR- Transaction Conversion Rate
Derived metrics
– Net revenue= Revenue- Cost i.e. publisher contribution
– ROA ($)= Net revenue/cost i.e. efficiency of generating net revenue from
ad spend
– Average (total and net) transaction value
– Probability of transaction
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
Email is not dead…by any means
Nor are the controversies
surrounding email privacy
https://www.nytimes.com/2017/06/23/technology/gmail-ads.html
https://www.businesstoday.in/technology/news/google-tracks-and-stores-your-shopping-history-using-gmail/story/348235.html
https://economictimes.indiatimes.com/news/international/business/google-and-mastercard-cut-a-secret-ad-deal-to-track-retail-
sales/articleshow/65631784.cms?from=mdr
Email marketing – Best practices
Target consumer – Who should this email go to? What are they interested in?
– List Management
– List Renting
Content Development and Design - What are you willing to offer?
– Design and sending
– Share to Social
Execution – Scrubbing your email list, Segment the customers.
– Frequency Management
– Subscription Management
Governance and reporting - Analysis
– 8 Ps of email marketing
– Rules, Metrics and Deliverability
Email marketing – Key metrics
• % Delivery
• Open Rates
• Click Rates (Click on CTA)
• Total Times opened
• Total clicks
• Unique Click Rate (Recipients who clicked)
• Click Through rate ( CTR) – Unique Clicks/unique open
• Transaction Rate and so on…
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
Key components
• Content strategy
• Content development
• Content distribution
Building the right content strategy is
critical
• Content strategy
– Customer interests
– Campaign objective
– Competitive audit
– Past campaigns’ performance
– Stakeholder review
Distribution is important to ensure
content gets the goodness it deserves
• Content distribution
– Where
– How
– Content syndication
– Affiliate Marketing
– Metrics and Measurement
https://www.contenthero.co.uk/wp-content/uploads/2013/06/Content-Marketing-Infographic-Content-Hero.jpg
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
A good affiliate
• Knows target audience
• Don’t overload customers
• Do not have too many ads
• Is honest with product reviews and service experiences
• Discloses affiliation
• Associate with a reliable vendor
• Develop enduring content
Consider an affiliate marketing when
• It is infeasible to fulfill required functions directly / without
assistance
• Intermediaries have lower costs
• Diverse skills & interests
• Incentive systems adequately encourage intermediary effort.
Also, recognize potential problems from the outset
• Competition with resellers
• Competition with own
Digital Marketing 101
• Email
• SEO
• SEM
• Display
• Lead generation
• Advertorials
• Affiliate
• Content
• Social media
Social media marketing
Top 10 social media platforms - 2023
Where?
• Identify the right platforms
– e.g. If your brand is aimed at younger people, for example, Instagram
might be a good option for you. There are more young people
on Instagram, while a large percentage of people of all ages are on
Facebook.
– Also consider which platform offers the best format for your
advertisements. E.g. YouTube is a lot of your content is going to be Video
• Can be used for customer engagement, lead generation,
remarketing, customer support and more
Source: https://www.forbes.com/sites/forbesagencycouncil/2019/05/07/are-you-maximizing-consumer-engagement-through-social-
media-advertising/#75b9b1d42d3f
Before we close
Digital Marketing 101
Test, because it is not intuitive!
• A: Email Subject line Open
rate:
“Your Opinion Counts - Win a Malaysian Hand Tote” 12.3%
• B: Email Subject line Open
rate:
“Take the 5 minute Malaysia Survey- Win $50” 4.8%
Things to note
• Insulate the control group from test group & similar
• Consistency across returning visitors
• What is the incremental benefit?
• What have you set your experiment for
– Significance level?
– Sample size?
• If it is not broken, don’t try to fix it
• DOCUMENT!
In this case study it has been found that the photo of the model who
looked excited and was looking at (and pointing to) the CTA generated
the best conversion rate.
https://moz.com/ugc/what-we-can-learn-from-heat-map-studies-to-improve-our-callstoactions
2. A smile garners more attention: The study by Specs found that
something as simple as a smile can have a huge impact on whether or
not an image gains any real attention. Not only will it draw the eye, but it
will be more memorable to the person viewing it.
https://moz.com/ugc/what-we-can-learn-from-heat-map-studies-to-improve-our-callstoactions
3. People look where you look: Direct eye contact is effective. Eyes in the
picture almost always draw attention. But eyes also guide attention.
https://moz.com/ugc/what-we-can-learn-from-heat-map-studies-to-improve-our-callstoactions
People prefer to view faces: When viewers looked at a company's page presenting
photos and bios of the entire team, the test revealed that users spent 10% more time
viewing the portrait photos than reading the biographies, even though the bios
consumed 316% more space.
https://moz.com/ugc/what-we-can-learn-from-heat-map-studies-to-improve-our-callstoactions
Digital Marketing 101 Recap
• Two form of digital marketing: Organic and Inorganic. Organic
marketing is based on content generation and improving the
quality of content on the website and user experience. Inorganic
marketing utilizes paid campaigns (Google ads etc.) to grow
business.
• Metrics to evaluate SEO are: ranking, traffic and conversions
• Metrics to evaluate SEM are: CPC, CPL, ROI
Digital Marketing 101 Recap
• Personalization is needed to help customers regard the product
as their own
• Impressions – each time a page is loaded on the host website
and the advertisements it contain are seen by a user counts as
one impression
• CTR (click through rate) = number of clicks divided by number of
impressions
• CTR dramatically decrease for search results on second page
Digital Marketing 101 Recap
• Facebook – Strong and steady. Has the most options and is the
default social media platform for most brands
• Instagram – Growing aggressively with user base & mktg options
• WhatsApp – Holds maximum potential
• TikTok – New kid on the block but facing regulatory concerns
• Twitter – do not have search analytics for India currently as it is
currently as small market for it
• LinkedIn – Sharper targeting to white collar employees, on a rise
Moving on…
Gen AI in Digital Economy
• What are some of the key Use cases you have encountered?
• What would be the future of marketing with GenAI ?
• How about Data?
• Is Compliance important? What are the implications?
• Pick a theme – Clinical Trial Patient Recruitment or Movie
ChatGPT: 100 Million users in 2
Months
• On the other hand, the telephone took 75 years to gain 100
million users, whereas the famous messaging application
WhatsApp took 3.5 years to reach 100 million users. Instagram
took 2.5 years, World Wide Web gained 100 million users in 7
years, and Twitter took 5 years to have 100 million users
respectively. Popular Chinese video-making application TikTok
gained 100 million users in nine months after its global launch.
Read more at:
https://economictimes.indiatimes.com/news/new-updates/chatgpt-
witnesses-massive-rise-chatbot-gains-100-million-users-in-two-
months/articleshow/98428443.cms?
Make sure to check the market size and its growth rate
before you start building your product
Clinical Trial Chatbot link
Data Center Hunter - Chatbot
https://data-center-hunter-9-nov.zapier.app/
Thank you
