HOW TO SELL, MARKET,

AND PROMOTE YOUR

BRAND, DIGITALLY

Digital Marketing

Costarch Analytical Consulting Private Limited info@costarch.com

Digital Marketing involves the use of channels and methods that enable enterprises to

analyze their marketing campaigns and understand what is working and what isn’t.

Digital Marketing

Search Engine Optimization

Search Engine Marketing

Social Media Marketing

Content Sharing and Marketing

Online Video Promotion

Display Advertisement

Web Analytics and Tracking

Digital Marketing

Digital Marketing is the promotion of products or brands using one of many forms

of electronic media. Digital Marketing involves the use of channels and methods that

enable enterprises to analyze their marketing campaigns and understand what is

working and what isn’t.

Perhaps, Internet is the channel most closely associated with digital marketing,

others include wireless text messaging, mobile instant messaging, mobile apps,

podcasts, electronic billboards, digital television and radio channels.

Importance

Digital media is so pervasive that consumers have access to information any time

and any place they want it. Gone are the days when the messages people got about

your products or services came from you and consisted of only what you wanted

them to know. Digital media is an evergrowing source of entertainment, news,

shopping and social interaction, and consumers are now exposed not just to what

your company says about your brand, but what the media, friends, relatives, peers,

etc., are saying as well. And they are more likely to believe them than you. People

want brands they can trust, companies that know them, communications that are

personalized and relevant, and offers tailored to their needs and preferences.

Search Engine Optimization

Search Engine Optimization (SEO) is the process of affecting the visibility of a

website or a web page in a search engine’s natural/organic/unpaid search results. In

general, higher ranked pages appear more frequently in the search results lists, and

have greater probability of being clicked by the users. SEO can be used to target

different kinds of search engines, including image search, local search, video search,

academic search, news search and industry-specific vertical search engines.

Search Engine Marketing

Search Engine Marketing (SEM) is a form of Internet Marketing that involves the

promotion of websites by increasing their visibility in search engine results pages

through optimization and advertising. SEM may use Search Engine Optimization

(SEO), that adjusts or rewrites website content to achieve a higher ranking in search

engine results pages or use Pay Per Click (paid advertisement).

Social Media Marketing

Social Media Marketing refers to the process of gaining website traffic or attention

through social media sites. Social media marketing programs usually center on

efforts to create content that attracts attention and encourages readers to share it with

their social networks. The resulting electronic word of mouth (eWoM) refers to any

statement consumers share via the Internet (e.g., web sites, social networks, instant

messages, news feeds) about an event, product, service, brand or company. When

the underlying message spreads from user to user and presumably resonates because

it appears to come from a trusted, third-party source, as opposed to the brand or

company itself, this form of marketing results in ‘earned media’ rather than ‘paid

media’.

Content Sharing and Marketing

Content marketing is any marketing format that involves the creation and sharing

of media and publishing content in order to acquire customers. This information can

be presented in a variety of formats, including news, video, white papers, e-

books, infographics, case studies, how-to guides, question and answer articles,

photos, etc.

Content marketing is focused not on selling, but on simply communicating with

customers and prospects. The idea is to inspire business and loyalty from buyers by

delivering "consistent, ongoing valuable information".

Online Video Promotion

Article video marketing is a new type of internet marketing and advertising in which

business create 2-5 minute short videos about specific topics using content from

articles and other text sources. The videos are then uploaded to various video sharing

websites like youtube for distribution and exposure.

Social video marketing (SVM) is a component of an

integrated marketing communications plan designed to increase audience

engagement through social activity around a given video. In a successful social video

marketing campaign, the content, distribution strategy and consumer self-expression

tools combine to allow an individual to “add their voice” or co-create value to a piece

of content - then further propagating it out to their social circles.

Social video typically benefits from a halo effect cast by the "influencers” of a

given social grouping. SVM draws on consumer-culture theory, economic theory,

and social theory around the psychology of sharing. Social video marketing differs

from social marketing, which has the intent of influencing behavior for a social good.

Display Advertisement

Display advertising is a type of advertising that typically contains text (i.e., copy),

logos, photographs or other images, location maps, and similar items. In periodicals,

display advertising can appear on the same page as, or on the page adjacent to,

general editorial content. In contrast, classified advertising generally appears in a

distinct section, was traditionally text-only, and was available in a limited selection

of typefaces.

Display advertisements are not required to contain images, audio, or video: Textual

advertisements are also used where text may be more appropriate or more effective.

An example of textual advertisements is commercial messages sent to mobile

device users, or email.

One common form of display advertising involves billboards. Posters, fliers, transit

cards, tents, scale models are examples of display advertising.

Web Analytics and Tracking

Web analytics is the measurement, collection, analysis and reporting of internet

data for purposes of understanding and optimizing web usage. Web analytics is not

just a tool for measuring web traffic but can be used as a tool for business and market

research, and to assess and improve the effectiveness of a web site. Web analytics

applications can also help companies measure the results of traditional print or

broadcast advertising campaigns. It helps one to estimate how traffic to a website

changes after the launch of a new advertising campaign. Web analytics provides

information about the number of visitors to a website and the number of page views.

It helps gauge traffic and popularity trends which is useful for market research.

There are two categories of web analytics; off-site and on-site web analytics. Off-

site web analytics refers to web measurement and analysis regardless of whether you

own or maintain a website. It includes the measurement of a

website's potential audience (opportunity), share of voice (visibility), and buzz

(comments) that is happening on the Internet as a whole. On-site web analytics

measure a visitor's behavior once on your website. This includes its drivers and

conversions; for example, the degree to which different landing pages are associated

with online purchases. On-site web analytics measures the performance of your

website in a commercial context. This data is typically compared against key

performance indicators for performance, and used to improve a web site or

marketing campaign's audience response. Google Analytics is the most widely used

on-site web analytics service; although new tools are emerging that provide

additional layers of information, including heat maps and session replay.

Historically, web analytics has referred to on-site visitor measurement. However in

recent years this has blurred, mainly because vendors are producing tools that span

both categories.

COSTARCH Analytical Consulting Private Limited Nemi Nagar Extention, Jaipur Rajasthan, India Ph: +91 141 401 4310 Email: info@costarch.com

Digital Marketing is the cost-effective way to market your brand, products, and services. Digital

marketing is more about innovation and strategies than about big budgets.

Digital Marketing has immense potential to impact your bottom lines. So start leveraging the

power of digitization.