Upload
atanu-ghosh
View
252
Download
1
Tags:
Embed Size (px)
Citation preview
Digital Marketing Practicals for B2B Service Industry
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
1
Digital Marketing Spectrum ... Web
Search Social Media
Mobile Online Marketplace
Online Directory Services
Email and Surveys
Analytics
Web 1.0
Web 2.0
E-Commerce
SM Presence
SM Management
Web Promotion
SM Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social Search
SMS Content
Mobile App
Mobile Commerce
B2B
b2B
B2C
C2C
Online Directory
Online Reviews
Email Marketing
Online surveys
Analytics
Big Data
Gamification
Friday, August 22, 2014 (c) Atanu Ghosh 2
B2B Digital Marketing
Friday, August 22, 2014 (c) Atanu Ghosh
• Focused towards Business Community • Content and Knowledge • Engagement - Push Content to Customers, Pull Customers to Content • Tools are many and easy to learn, the difference lies in creative application of tools
3
Managing Your Presence on Web
and Mobile
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
4
Website
Friday, August 22, 2014 (c) Atanu Ghosh 5
Website
Friday, August 22, 2014 (c) Atanu Ghosh
What do you think are missing?
6
Website
Friday, August 22, 2014 (c) Atanu Ghosh
Content. Knowledge. Relevant. Geo-location
7
Website
Friday, August 22, 2014 (c) Atanu Ghosh
Engagement. “Push Content to Customer”
8
Website
Friday, August 22, 2014 (c) Atanu Ghosh
Videos. Podcasts. Blogs Social Media Integration
9
Website
Friday, August 22, 2014 (c) Atanu Ghosh
Expert Connect
10
Mobile
Friday, August 22, 2014 (c) Atanu Ghosh
2014: The Year of Mobile Revolution
11
Website
Friday, August 22, 2014 (c) Atanu Ghosh
Do I have a Mobile Website?
12
Website
Friday, August 22, 2014 (c) Atanu Ghosh
Mobile Website. Mobile App.
13
Search Marketing
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
14
Search Marketing
Friday, August 22, 2014 (c) Atanu Ghosh
Search Engine Optimisation (SEO). Search Engine Marketing (SEM).
15
On Page SEO
Friday, August 22, 2014 (c) Atanu Ghosh
On Page SEO
Meta Title
Permalink
Meta Description
Keywords
Header Tags
Alt Attribute
Keyword in Website Content
Page Loading
Time
16
Off Page SEO
Friday, August 22, 2014 (c) Atanu Ghosh
Off Page SEO
Back Links from Other
Websites
Social Media
Presence
Articles Reputation
Popularity
17
SEO and SEM
Friday, August 22, 2014 (c) Atanu Ghosh 18
SEO
Friday, August 22, 2014 (c) Atanu Ghosh
Perma link
19
“Back Link”
Friday, August 22, 2014 (c) Atanu Ghosh
www.mywebsite.com www.yourwebsite.com
20
Search Engine Marketing: PPC, PPM, CTR
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
PPC = Pay Per Click
PPM = Pay Per Mille
CTR = Click Through Rate
Search Engine Marketing: Google Adwords
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
Campaign
Ad Group 1
Ad 1 Ad 2
Ad Group 2
Ad 3
• Campaign type • Device • Locations • Language • Bid Strategy • Budget
• Keywords (Adwords)
• Description • Image • Links
Search Engine Marketing: Defining Appropriate Adwords
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
Usage
Competition
Relevance
Real Time Bidding: Ad Networks
Friday, August 22, 2014 (c) Atanu Ghosh 24
Demand and Supply Side Platforms, Remarketing: Ad Exchanges
Friday, August 22, 2014 (c) Atanu Ghosh 25
Using Social Media Effectively for B2B Service Industry
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
26
Social Media Space
Friday, August 22, 2014 (c) Atanu Ghosh 27
Using Twitter
Friday, August 22, 2014 (c) Atanu Ghosh
Spot the Differences
28
Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Types of Promotion
29
Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Promotion Delivery
30
Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Targeting a Promotion
31
Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Bidding for a Promotion
32
Using Facebook
Friday, August 22, 2014 (c) Atanu Ghosh
Retargeting
33
Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
LinkedIn Company Page
34
Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Promotions through LinkedIn
35
Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Types of Promotion
36
Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Promotion Delivery
37
Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Targeting a Promotion
38
Using LinkedIn
Friday, August 22, 2014 (c) Atanu Ghosh
Bidding for a Promotion
39
Using YouTube
Friday, August 22, 2014 (c) Atanu Ghosh
Company Channel 40
Using Google+
Friday, August 22, 2014 (c) Atanu Ghosh
Google+ Company Page
41
Google+ Advantage
Friday, August 22, 2014 (c) Atanu Ghosh 42
• Easy Visibility to Google Search Engine • Integrated with Google Place • Integrated with YouTube Channel • Google Hangout • Hangouts on Air • Video Hangout
Google Hangout
Friday, August 22, 2014 (c) Atanu Ghosh 43
B2B Live Connect to Customers, Prospects,
Employees, Stakeholders
Building a Digital Marketing Strategy Web
Search Social Media
Mobile Online Marketplace
Online Directory Services
Email and Surveys
Analytics
Web 1.0
Web 2.0
E-Commerce
SM Presence
SM Management
Web Promotion
SM Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social Search
SMS Content
Mobile App
Mobile Commerce
B2B
b2B
B2C
C2C
Online Directory
Online Reviews
Email Marketing
Online surveys
Analytics
Big Data
Phase I Phase II
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
Building a Digital Marketing Campaign
Sample Campaign Plan