BANGALORE INSTITUTE OF MANAGEMENT STUDIES

Unit-1

Introduction to Digital Marketing

Meaning of Digital Marketing

Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms to
promote products and services

Definitions of Digital Marketing

According to Kotler and Armstrong, "Digital marketing is a form of direct marketing which links
consumers with sellers electronically using interactive technologies like emails, websites, online forums
and newsgroups, interactive television, mobile communications etcetera".

HISTORY OF DIGITAL MARKETING

Digital marketing first appeared as a term in the 1990s but, as mentioned above, it was a very different
world then Web 10 was primarily static content with very little interaction and no real communities. The
first banner advertising started in 1993 and the first web trawler (called Webcrawler) was created in
1994 this was the beginning of search engine optimization (SEO) as we know it. This may not seem a
deep and distant past but when we consider that this was four years before Google launched, over 10
years before YouTube, and that social media was not even a dream at this point, it shows just how far
we have come in a short time. Once Google started to grow at pace and Blogger was launched in 1999
the modern internet age began. Blackberry, a brand not connected with innovation any more, launched
mobile e-mail and MySpace appeared. MySpace was the true beginning of social media as we define it
today, but it was not as successful as it could have been from a user experience perspective and
ultimately that is what led to its downfall.

A Timeline of the Evolution of Digital Marketing

1981 IBM introduces the world with its first personal computer

1989- Computer memary reaches 100 MB

1995 Internet user-base reaches 16 million

1996 Americans use the internet for 30 mins on average

2002 Intermes users worldwide increase to 558 million

2004 Google becomes public, Facebook, Yelp, Gmail taunches People stan comparing prices online for
the first time
2005 You Tube Launches

2006 Twitter Launches

2007 The first iPhone is released Smartphones give customers the power and tool to make any decision
anywhere. This is the game changing moment when the digital marketing boom began

2010 Within this time companies and people have made software for mobile, analytics, search and
social

After 2010- People have moved on from technology being a novelty to technology being a necessity

OBJECTIVES OF DIGITAL MARKETING

1. Increase revenue

The primary goal of any marketing strategy is ultimately to increase revenue, and Internet marketing is
no exception. Thankfully, the Internet provides plenty of opportunities for every business to improve
their bottom line.

2. Build a brand

Internet marketing objectives often include building a brand. This means not only establishing your logo
and company name in the minds of consumers, but also what your company stands for. Well-known
brands are typically trusted more by customers, especially when paired with positive associations. The
Internet is a great tool for building that trust, because it has a wide reach and allows you to directly
connect with Individuals.

3. Improve local SEO

Many small businesses, as well as companies focused on increasing sales in specific geographic region,
focus much of their marketing efforts on improving their local SEO. This means optimizing various
elements on their sites in order to attract local customers who are looking for the services they provide.

4. Increase qualified traffic

Every business owner wants to see numbers rise in terms of visitors to their site and landing pages.
However, those numbers are meaningless if they aren't the right kinds of traffic. Not every visitor to
your site is going to make a purchase. That's just the way of the Internet, and should be accepted.
However, if none of your site visitors make purchases (or contact you), you are likely attracting
"unqualified" traffic, or visitors who have no intent of becoming a customer. By targeting your
marketing to specific personas and aiming to attract specific, qualified people, you can increase the ROI
of your marketing efforts as well as your bottom line.

5. Manage online reputation

In an age when anyone with a computer or smartphone can post their opinions about companies,
products, and services for the whole world to see, it's important for businesses to maintain a solid online
reputation. This means monitoring your company's name, maintaining social profiles, and responding to
bad reviews accordingly.

6. Become an influencer in the field

They stay at the forefront of new technologies and ideas, and are often the first to share new
information. Unfortunately, every industry only has a particular amount of room at the top. The people
who become experts and influencers are those who strategically position themselves to give out great
advice and information, often without much obvious monetary gain. For instance, an influential
company might write and share blog posts and articles on a regular basis.

NEED FOR DIGITAL MARKETING

1. Global Reach and Accessibility: Digital marketing provides a unique opportunity for businesses to
transcend geographical boundaries and tap into a vast global audience. The internet's ubiquity allows
companies to showcase their products and services to potential customers regardless of their location.

2. Cost-Effectiveness: In contrast to traditional marketing's high costs, digitalmarketing offers cost-

effective alternatives that level the playing field for businesses of all sizes. Strategies like social media
advertising, email campaigns, and content marketing require considerably lower budgets while
delivering impressive results.

3. Data-Driven Insights: An Integral aspect of digital marketing is its capability to gather real-time data
and insights. Analytics tools provide businesses with invaluable information about consumer behavior,
preferences, and interactions. These insights empower companies to make informed decisions, optimize
campaigns, and tailor content to meet the unique needs of various customer segments

4. Personalized Customer Engagement: Digital marketing introduces a new era of personalized

customer interaction. Through detailed data analysis, businesses can create comprehensive customer
profiles, allowing them to deliver highly tailored content. This personalized approach fosters a stronger
connection between brands and consumers, leading to increased customer loyalty and repeat business

5. Measurable Results: Digital marketing provides a breath of fresh air for marketers who struggled to
measure the impact of traditional methods. Through various metrics and analytics tools, businesses can
accurately measure the success of their campaigns. Metrics like website traffic, conversion rates, click-
through rates, and social media engagement offer tangible insights, enabling continuous improvement

6. Enhanced Brand Visibility: In an era where online presence can make or break a brand, digital
marketing shines. Platforms such as social media, search engines, and online advertising channels
provide unparalleled opportunities for businesses to enhance their brand visibility. Consistent and
strategic online engagement helps establish a robust brand image that resonates with the target
audience.
7. Adapting to Consumer Behavior: Consumer behavior has undergone a significant transformation with
the digital age. Online research, product reviews, and price comparisons have become integral to the
buying process. Businesses embracing digital marketing can align their strategies with these behaviors,
ensuring they remain visible and influential during critical decision-making moments.

8.Competitive Edge: Digital marketing not only levels the playing field but also offers a competitive edge
to those willing to innovate. Companies that harness the power of digital strategies can position
themselves as industry leaders. Their agility in adapting to evolving trends and consumer preferences
keeps them ahead of competitors relying solely on traditional approaches.

FEATURES OF DIGITAL MARKETING

1. Segmentation

2. Costs

3. Defining the Target Audience

4. Buying intent

5. Customer Engagement

6. Longevity

7. Measuring Profitability

SCOPE OF DIGITAL MARKETING

1. Advertising

Online advertising involves bidding and buying relevant ad units on third-party sites, such as display ads
on blogs, forums, and other relevant websites Types of ads include images, text, pop-ups, banners, and
video. Retargeting is an important aspect of online advertising.

2. Content marketing

Content marketing is an important strategy for attracting potential customers. Publishing a regular
cadence of high-quality, relevant content online will help establish thought leadership. Content can
include blog posts, case studies, whitepapers, and other materials that provide value to your target
audience. These digital content assets can then be used to acquire customers through organic and paid
efforts.

3. Email marketing

Email is a direct marketing method that involves sending promotional messages to a segmented group
of prospects or customers. Email marketing continues to be an effective approach for sending
personalized messages that target customers' needs and interests. It is most popular for e-commerce
business as a way of staying top of mind for consumers.

4. Mobile marketing

Mobile marketing is the promotion of products or services specifically via mobile phones and devices.
This includes mobile advertising through text messages or advertising in downloaded apps.

5. Paid search

Paid search increases search engine visibility by allowing companies to bid for certain keywords and
purchase advertising space in the search engine results. Ads are only shown to users who are actively
searching for the keywords you have selected. There are two main types of paid search advertising - pay
per click (PPC) and cost per mille (CPM).

6. Programmatic advertising

Programmatic advertising is an automated way of bidding for digital advertising. Programmatic

advertising provides greater control over what sites your advertisements are displayed on and who is
seeing them so you can better target your campaigns.

7. Reputation marketing

Reputation marketing focuses on gathering and promoting positive online reviews. Reading online
reviews can influence customer buying decisions and is an important component of your overall brand
and product reputation.

BENEFITS OF DIGITAL MARKETING

1.Digital marketing is cost-effective

One of the biggest benefits of online marketing is that it is cost-effective. Digital marketing helps you
save money and obtain more leads. With traditional marketing methods, it's difficult for small-to-mid-
size businesses to compete with larger companies. Big businesses have the money to allocate for TV ads,
radio spots, and more. This makes it hard for small businesses to compete with these larger companies.
Digital marketing, however, puts businesses on the same playing field. It is an affordable way to market
your business to interested consumers. Many digital marketing and advertising methods are budget-
friendly.

2. Digital marketing is measurable

When you invest money into a marketing campaign, you want to track the results of the campaign. It's
important to know if a strategy is driving results that help your business grow. One of the most
significant benefits of a digital marketing strategy is the ability to measure your results.

3. Digital marketing allows you to target ideal customers

To have an effective marketing campaign, you must reach the right people. You have to reach people
interested in your business and that want to hear from you. Out of all the perks, the most significant
advantage of online marketing is the ability to target people specifically.

4. Digital marketing allows you to reach people at the start of the buying journey

The benefits of digital marketing include being able to help you reach people at the start of the buying
journey.In doing this, you build brand exposure. These users find your profile and learn more about your
business. Whether it's through your social account or content, you'll expose people to your company
and brand.

5. Digital marketing enables you to make changes as you go

One of the biggest benefits of digital marketing is that you can make changes as you go. This is unique to
digital marketing.You can update your PPC campaigns, tweak your social media ads, optimize your SEO
campaigns, and update your content as you need. This means you can adapt your campaign to drive the
best results.

6. Digital marketing improves your conversion rate

Perhaps one of the most notable benefits of digital marketing is the improvement of your conversion
rate. When you invest in online marketing strategies, like conversion rate optimization (CRO), you can
increase your conversion rate.

Problems of digital Marketing

1. Not getting lost in the volume

2. Driving relevant traffic to the website

3. Targeting the right audience effectively

4. Lead generation using social media

5. Optimizing marketing budgets and ROI

6. Keeping up with the changing trends

TECHNIQUES OF DIGITAL MARKETING

1 . SEO & Content Optimization

For digital marketing, content should be taken as the main product that you are taking to your audience.
Hence, it should be optimized properly for the search engines like Google to interpret it right and make
your brand visible to your customers. Therefore, this is also commonly known as Search Engine
Optimization. Any marketing strategy needs to master SEO to the core, as the highly optimized content
always rank higher on the search engine result page(SERP) than the non-optimized content. The key is to
use relevant keywords that your audience is most likely to search for on the internet.

2. Website Optimization

After the content, comes the platform where you showcase your product. Even if you are displaying
your products on social media, you will need a website to support your offerings. The reason why
website optimization becomes important is that a well-built website reflects your brand image. If you
don't have a proper design and structure for your page, the audience will very easily reject your website.
Also, if the loading time of your website is too high, people will bounce to another site without even
getting to see your product. Hence, not giving it ample attention can end your digital marketing journey
before even getting started.

3. Search Engine & Paid Marketing

The earlier digital marketing techniques formed the foundation and were mostly the organic way of
marketing. However, there is a faster way of promoting your tirand to quickly become visible to your
audience without putting excessive efforts on SEO. It is the paid form of marketing through platforms
like Google's own Google Ads. It is an easy to use tool with numerous functionalities for detailed
targeting. You can simply choose the geographic, demographic, psychographic or behavioral aspects of
your specific customer segments and target exactly whom you want. Apart from Google, your other
favorite social media platforms also offer similar tools for paid marketing like Facebook Ads, Instagram,
LinkedIn, Twitter and so on.

4. Local Search Marketing

Another underused digital marketing technique that some people don't even know of is local search
marketing. Through Google My Business, your business will show right on the top of the Google search
page whenever someone nearby searches for related products or services. The ranking here is decided
through the online reviews and your brand's social reputation as well.

5. Remarketing

Remarketing is a digital marketing technique that most of us are not told about when we beginning. It is
a very crucial step for your marketing plan as the majority of the customers don't buy a product the very
first time it is Introduced to them. It may take two or three more attempts for the customers to make up
their minds to finally go for something. Remarketing helps in scenarios where a customer showed
interest in your products but for some reason didn't go ahead with the purchase. You can track those
customers again by showing your ads on the websites they visit in the recent future. This also increases
your brand awareness and recall.

6. Email Marketing
As per a report, email marketing generates more leads than other marketing platforms. This is mainly
because of the personalization of the messages sent and the relevancy of the audience receiving it. It
helps boost sales and conversion figures.

7 . Display & Video Advertising

Our audience has become undoubtedly inclined towards more visual content posts entering the digital
territories. People like to consume images and videos as they take lesser time to comprehend and are
super-engaging at the same time. One popular example would be YouTube. Hence, marketers are now
highly using visual content to attract and retain their customers. Again, a compelling story addressing
the customers' needs is the key.

8. Mobile Marketing

More organizations have realized the importance of mobile marketing. Today, the majority of people
surf the net through their mobiles more than PCs or laptops. So it is very important to implement
mobile-responsive website designs and email layouts that can improve the bounce rates and retain a
customer. Going only by the desktop may lead you to lower visibility and poor response.

9. Influencer Marketing - online PR

Influencer marketing is a recent phenomenon that has outshone all other mediums. An influencer is the
one having a good standing and reputation among the web public and commands a high-engagement
community on social media. These may be celebrities, popular figures, bloggers or YouTube's. If they
promote your product, their following audiences are most likely to go by their recommendations.
Hence, it is a great way to promote your product through somebody who is convinced to do so.

10. Affiliate Marketing - Unveiling the Power of Partnership

Another great way of promoting your brand is affiliate marketing. Simply put, it commission-based
marketing. You pay a commission to the affiliate partners who ag to sell your product through their
platforms based on their performance.

DIGITAL MARKETING PLATFORMS

1. Social Media Marketing Platforms

Social media is also a great way to promote products or resources organically to your followers, and
engage with consumers. Interacting with them on social media or answering customer service-oriented
questions is a great way to ensure continued engagement with the brand and cultivate positive
experiences and customer loyalty Todays' consumers are highly reliant on social media platforms such
as Instagram, Facebook, LinkedIn, and Snapchat. This is why it is essential that brands are active across
accounts.

2. Influencer Marketing
Another effective way to harness digital channels to reach target audiences is with influencer marketing.
Brands can partner with celebrities, sites or others that are considered experts in their field, that share
similar values. Brand can then reach these influencers' followers with branded content and offers.

3. Email Marketing

Email marketing campaigns allow organizations to stay connected with prospects and customers,
sending them customized newsletters or offers based on past shopping history or brand engagements.
Tools like MailChimp and Constant Contact exchang you to manage your email campaign and its
connection to your marketing platform.

4. Content Marketing

Content marketing allows marketing teams to be proactive in answering their users' questions.
Marketing teams create content, videos, and other assets to answer questions or provide context to
consumers throughout the three stages of the buyer's journey

5. Search Engine Optimization (SEO) Marketing

Search engine optimization often goes hand in hand with content marketing. SEO crawling tools help
you research competitors' SEO presence, discover SEO issues with your clients' websites, build a
reputable backlink profile, and so much more. Google, Bing, and Baidu have platforms that allow
websites to communicate with each search engine's web crawlers. For example, Bing is particularly
important for b2b marketers because its users tend to be older and wealthier than users of the other
tools.

6. Search Engine Marketing (SEM)

Search Engine Marketing (SEM) involves the purchase of ad space in prominent, visible positions atop
search results pages and websites. SEM is also known as Pay-per- click (PPC) advertising.Search ads have
been shown to have a positive impact on brand recognition, awareness and conversions. Marketers
place ads on websites or search engines such as Google and Microsoft Bing, and pay a fee each time the
ad is clicked on.

7. Affiliate Marketing

Affiliate marketing is similar to referral programs, it involves working with outside Individuals or
companies under the agreement that they promote your product in exchange for a commission from
each sale that can be attributed to their efforts. This is a way to cut down on costs and outsource some
of the heavy lifting of promotion. An example of affiliate marketing would be when an ad running on a
podcast or radio show offers a discount code for listeners to use when purchasing the product.

8. Mobile Marketing
Mobile marketing initiatives can include many of the digital marketing strategies mentioned above, and
typically influences a combination of text messages, social media, email, push notifications and mobile
applications. The importance of mobile marketing is rising, as it is expected that by 2024.

PROFESSIONAL E-MAIL MARKETING

Professional email marketing is a strategic approach to communication that involves sending targeted
and relevant emails to a specific audience with the goal of achieving specific business objectives.

Professional email marketing include identifying and segmenting the target audience based on
demographics, preferences, and behaviors. This segmentation ensures that the emails are tailored and
personalized, resonating with recipients. Creating valuable and engaging content is crucial to capture
the recipients' attention and deliver meaningful messages. Additionally, crafting concise and intriguing
subject lines is essential, as it encourages recipients to open the email and engage with the content.

BENEFITS OF PROFESSIONAL E-MARKETING

1. Targeted Audience Reach: Email marketing enables businesses to reach a highly targeted audience.
By segmenting email lists based on factors like demographics, purchase history, and interests, you can
send tailored messages that resonate with specific groups. This personalized approach increases the
chances of recipients engaging with the content.

2. Cost-Effective Communication: Compared to traditional marketing methods, email marketing is cost-

effective. There are minimal expenses associated with creating and sending emails, making it an
attractive option for businesses of all sizes. This cost efficiency allows for a higher return on investment
(ROI).

3. Increased Conversions: Email campaigns often have a clear call to action (CTA), guiding recipients to
take specific actions like making a purchase, signing up for a webinar, or downloading a resource. Well-
crafted CTAs can lead to higher conversion rates, directly impacting a business's bottom line.

4. Measurable Results: Email marketing platforms provide detailed analytics, allowing you to measure
the success of your campaigns. You can track metrics like open rates, click-through rates, and conversion
rates. These insights help refine your strategies and improve future campaigns.

5. Enhanced Customer Relationships: Regularly sending valuable and relevant content to your audience
fosters stronger relationships. Email is a direct channel for communication, enabling businesses to
engage with customers on a personal level. Providies useful information and addressing customer needs
can build trust and loyalty

6. Brand Awareness and Recognition: Consistent email communication keeps your brand in front of
your audience. With well-designed templates and consistent messaging, recipients become familiar with
your brand, leading to increased brand recognition over time.
7. Flexibility and Customization: Email campaigns can be customized based on various factors, such as
the recipient's behavior or preferences. This flexibility allows for dynamic content that adapts to
different segments, ensuring that each recipient receives content relevant to them.

BUSINESS EMAIL MARKETING

Business email marketing is a strategic approach that involves using email as a powerful tool to engage
with customers and promote products or services within a business context. It's an integral part of
modern marketing strategies, enabling businesses to directly communicate with their target audience
and achieve a range of objectives.

Benefits of BUSINESS EMAIL MARKETING

1. Targeted Audience Reach: Business email marketing allows you to precisely target your messages. By
segmenting your email list based on factors such as demographics, interests, and behaviors, you can
deliver content that resonates with specific groups. This targeted approach enhances the likelihood of
engagement and conversions, as recipients receive content that aligns with their needs.

2. Cost-Effective Communication: Email marketing is highly cost-effective compared to traditional

marketing methods. There are minimal costs associated with designing and sending emails, making it
accessible to businesses of all sizes. This cost efficiency translates to a higher return on investment (ROI),
especially when well-crafted emails lead to increased conversions.

3. Relationship Building: Email marketing enables businesses to build and nurture strong relationships
with customers. Regular communication through informative content, updates, and personalized
messages fosters a sense of connection and loyalty. By consistently delivering value, businesses can
establish themselves as trusted resources in the minds of their audience.

4. Direct and Personalized Communication: Email provides a direct line of communication between
businesses and their customers. The ability to personalize emails by addressing recipients by their
names and tailoring content to their preferences creates a more intimate and engaging experience. This
personal touch enhances open rates and encourages recipients to take desired actions.

5.Measurable Results and Analytics: Email marketing platforms offer comprehensive analytics that
provide insights into the performance of your campaigns. Metrics such as open rates, click-through
rates, and conversion rates allow you to gauge the effectiveness of your emails. This data-driven
approach empowers you to make informed decisions and optimize future campaigns for better results.

6.Increased Brand Awareness: Consistent email communication helps reinforce your brand presence.
With well-designed templates and a consistent brand voice, recipients become familiar with your brand.
Over time, this familiarity leads to increased brand recognition and credibility, making your business a
trusted source.

7. Conversion Opportunities: Business email marketing offers direct avenues for conversions. Well-
designed emails with clear calls to action (CTAs) can guide recipients to take specific actions, such as
making a purchase, signing up for a webinar, or downloading a resource. By providing relevant
information and opportunities, businesses can effectively drive conversions.

E-MAIL MARKETING

E-mail marketing is directly marketing a commercial message to a group of people using email. In its
broadest sense, every email sent to a potential or current customer could be considered email
marketing. It usually involves using email to send ads, request business, or solicit sales or donations and
is meant to build loyalty, trust or brand awareness. Email marketing can be done to either sold lists or
current customer database.

IMPORTANCE OF E-MAIL MARKETING

1. Direct Communication and Reach

Email marketing provides a direct channel of communication between businesses and their target
audience. Unlike social media or search engines, where algorithms can Impact visibility, emails reach
recipients' inboxes directly. This direct reach ensures that your messages have a high chance of being
seen by your intended audience.

2. Personalized Engagement

Personalization is at the core of successful email marketing, Businesses can segment his their email lists
based the core of successful email marketing and demographiecipients, enables the delivery of
tatustomer behaviors, preferences with individual reciben its anhancing engagement and fosteringent
that creation between the brand and its audience.

3. Relationship Building

Email marketing is a powerful tool for building and nurturing relationships with customers. Through
regular communication, businesses can provide value, share insights, and offer solutions to recipients'
problems. This consistent engagement establishes trust and positions the brand as a reliable source of
information and products.

5. Targeted Messaging

with sophisticated segmentation, businesses can send highly targeted messages tod specific segments of
their audience. This ensures that the targetes relevant and resonates with recipients, leading to higher
open and dick through rates. Targetter messaging also enables businesses to address different stages of
the customer journey effectively.

6. Data-Driven Insights

Email marketing platforms offer valuable data and analytics that provide insights into the performance
of campaigns, Metrics like open rates, click-through rates, and conversion rates help businesses gauge
the effectiveness of their efforts. This data driven approach allows for continuous optimization and
refinement of strategies.

7. Cost-Effective Strategy

Email marketing is cost-effective compared to traditional marketing methods. There are minimal costs
associated with creating and sending emails, making it accessible to businesses of all sizes. This cost-
efficiency allows for a higher return on investment, as even a small investment can yield substantial
results.

8. Automation for Efficiency

Automation is a cornerstone of modern email marketing. Businesses can set up automated workflows to
send triggered emails based on specific actions or events.

E-MAIL MARKETING PLATFORMS

1. Mailchimp

Mailchimp is a user-friendly email marketing platform that's well-suited for both beginners and
experienced marketers markeerplato range of features, including Customizable email templates,
audience segmentation, and automation workflows. Its drag-and-drop editor makes it easy to design
visually appealing emails without requiring design expertise. Mailchimp also provides analytics to track
campaign performance, helping businesses refine their strategies for better results. It's a versatile
platform that caters to various industries and business sizes.

2 . Constant Contact

Constant Contact is known for its simplicity and is a great option for businesses seeking an easy-to-use
platform. It offers customizable templates, list management tools, and automation features. The
platform's intuitive interface makes it straightforward to create and send emails, even for those with
limited technical skills. Constant Contact also provides detailed analytics to help businesses understand
how recipients are engaging with their emails, enabling them to make informed decisions for
optimization.

3. HubSpot

HubSpot is a comprehensive marketing platform that includes email marketing among its array of tools.
It's ideal for businesses focused on inbound marketing strategies. HubSpot offers robust features for
audience segmentation, personalization, and integration with other marketing tools. The platform's
CRM capabilities allow businesses to manage contacts and track interactions effectively HubSpot's
ecosystem promotes seamless coordination between marketing, sales, and customer service teams,
making it a powerful option for end-to-end customer engagement.

4. ConvertKit
Convertkit is tailored to creators, bloggers, and other content-driven individuals. It places emphasis on
simplicity and automation. The platform offers user-friendly features for creating signup forms,
designing emails, and segmenting audiences. ConvertKit's automation capabilities allow creators to set
up automated workflows based on audience behavior, ensuring that the right content reaches the right
people at the right time. It's an excellent choice for those looking to build and maintain engagement
with their audience.

5. GetResponse

GetResponse is an all-in-one marketing platform that offers a range of features, including email
marketing, landing pages, webinars, and automation. It provides customizable email templates,
automation workflows, and list management tools. GetResponse's landing page builder allows
businesses to create dedicated pages for specific campaigns, enhancing lead generation efforts. The
platform's robust analytics help businesses track performance and optimize their email marketing
strategies accordingly.

6. AWeber

AWeber is known for its user-friendly interface and automation capabilities. It offers features for
building email lists, creating campaigns, and analyzing results. AWeber's drag-and-drop editor makes
email design accessible to users with varying levels of design expertise. The platform's automation
features enable businesses to set up triggered emails and workflows, enhancing engagement and
conversion opportunities.

7. Campaign Monitor

Campaign Monitor focuses on providing customizable email templates, audience segmentation, and
advanced automation features. It's suitable for businesses looking to create targeted and personalized
campaigns. The platform's drag-and-drop builder allows for easy email creation, and its dynamic content
capabilities enable businesses to tailor content based on recipient data. Campaign Monitor's analytics
help businesses track performance and make data-driven decisions.

CREATING E-MAILERS

Step 1: Visit Google account creation page, accounts.google.com

Step 2: Click on Create account

Step 3: The sign-up form will appear. Enter your first and last name.

Step 4: Choose a Username for your account. (Here you can also use an existing email address)

Step 5: After choosing a username, enter a password Type the password again to confirm. (As per
Google's instruction always use 8 or more characters with a mix of letters, numbers & symbols)

Step 6: At last tap on Next. (Right corner of the screen)

Step 7: On the next page enter your phone number to verify your account. (It is a two step verification
process for security)

Step 8: On the given mobile number you will receive a text message verification code. Enter the
verification code and tap on Verify

Step 9: On the next page enter your DOB in the specified fields.

Step 10: Choose a Gender.

Step 11: Tap on Next

Step 12: Read, Google's Terms of Service and Privacy Policy will appear on the screen and click on I
agree.

FACTORS AFFECTING OF E-MAIL DELIVERABILITY

1. Sender Reputation: Sender reputation is a significant factor. Internet Service Providers (ISPs) and
email service providers assess your reputation based on email sending history. A positive reputation is
earned by sending relevant, engaging content to engaged subscribers. A poor reputation, often resulting
from spammy practices, can lead to email delivery problems.

2. Content Quality: The content of emails plays a crucial role in deliverability. Emails with engaging,
relevant, and non-spammy content are more likely to pass spam filters and reach inboxes. Avoiding
spam trigger words, using clear and concise subject lines, and providing valuable content are essential.

3. List Quality: The quality of email list is paramount. Maintaining a clean list by regularly removing
invalid or disinterested email addresses helps reduce bounce rates and spam complaints. Ensuring that
subscribers have willingly opted in to receive your emails is a key best practice.

4. Authentication Protocols: Implementing authentication protocols like SPF (Sender Policy Framework),
DKIM (Domainkeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting,
and Conformance) can enhance deliverability These protocols verify the authenticity of the sender and
prevent email spoofing and phishing.

5. Technical Infrastructure: The technical setup of email sending infrastructure matters. Using a
reputable email service provider (ESP) with properly configured mail servers ensures that emails are
sent reliably and securely. Technical issues like improperly configured DNS records can lead to delivery
problems.

6. Engagement Metrics: ISPs often consider recipient engagement metrics like open rates, dick-through
rates, and spam complaints when determining deliverability. High engagement suggests that emails are
valued by recipients, while low engagement may trigger spam filters.

TRACKING EMAILS
Tracking emails is a crucial aspect of email marketing and communication that allows senders to monitor
the performance and engagement of their email campaigns. By gathering data on how recipients
interact with emails, businesses and individuals can make informed decisions to optimize their email
strategies.

1. Open Tracking: Open tracking is a common method to monitor when recipients open an email. It is
achieved by embedding tiny, invisible pixels (tracking pixels) in the email's HTML content. When a
recipient opens the email, the pixel loads, and the sender is notified, allowing them to track open rates.
Open rates provide insights into the effectiveness of subject lines, send times, and recipient
engagement.

2. Click Tracking: Click tracking enables senders to track which links within an emai recipients click on.
Each link is uniquely tagged, and when a recipient clicks, the system records the action. Click tracking
provides valuable data on which content or calls-to-action are resonating with recipients, helping
senders tailor future emails fo better engagement.

3. Bounce Tracking: Bounce tracking identifies emails that couldn't be delivered to the recipient's inbox.
There are two types of bounces: "soft" bounces, which are usually temporary issues like a full mailbox,
and "hard" bounces, which indicate a permanent problem like an invalid email address. Monitoring
bounce rates helps maintain a clean email list and prevent sending to non-existent addresses.

4.Unsubscribe Tracking: To comply with email regulations and respect recipient senders include an
unsubscribe link in their emails. Unsubscribe tracking ensures that recipients who no longer wish to
receive emails can easily opt out, reducing spam complaints and maintaining sender reputation,

5. Conversion Tracking: Some email campaigns aim to drive specific actions, such as making a purchase,
signing up for a newsletter, or downloading a resource. Conversion tracking monitors these actions,
allowing senders to measure the success of their email campaigns in achieving their intended goals.

6. Email Analytics: Email marketing platforms provide comprehensive analytics dashboards that
summarize key metrics like open rates, click-through rates, unsubscribe rates, and conversion rates.
These analytics help senders evaluate the overall performance of their email campaigns and make data-
driven decisions for future campaigns.

HOW TO CREATE EFFECTIVE & UNIQUE E-MAIL CONTENT

1. Understand Audience: Before creating any email content, take the time to thoroughly understand a
target audience. Conduct market research, analyze customer data, and create buyer personas. This
understanding will enable to tailor a content to their preferences, pain points, interests, and behavior.

2. Set Clear Goals: Every email send should have a clear goal or objective. Are trying to promote a
product, educate subscribers, nurture leads, or re-engage inactive customers? Setting clear goals will
guide content creation and help to determine the type of content that best serves those goals.
3. Compelling Subject Line: The subject line is email's first impression and often the deciding factor in
whether it gets opened or ignored. Craft a subject line that is attention-grabbing, concise, and relevant
to the email's content. Avoid clickbait or misleading subject lines, as they can damage your sender
reputation and erode trust. A well-crafted subject line should entice recipients to open email and
discover what's inside.

4. Personalization: Personalization goes beyond just addressing recipients by their first name. Use
recipient data to personalize email content based on their preferences and behaviors. Tailor product
recommendations, content suggestions, and offers to individual preferences. When recipients feel that
the content is tailored to them, they are more likely to engage.

5. Clear and Concise Content: When it comes to email content, less is often more Keep your email
content clear and concise. Use short paragraphs, bullet points, and subheadings to make it scannable.
Avoid long-winded, dense paragraphs that can overwhelm readers and cause them to lose interest.

6. Compelling Visuals: Incorporate eye-catching visuals, such as images and videos to break up the text
and make your emails visually appealing. Ensure that visual are not only aesthetically pleasing but also
relevant to the content. Optimizin visuals for quick loading is essential to prevent slow-loading emails
that ma frustrate recipients. Visuals should complement text and enhance the overa message of the
email.

7. Value Proposition: Clearly communicate the value that email offers to recipients right from the start.
Whether it's a special offer, valuable information, exclusive access, or a solution to a problem, make it
evident why recipients should open and read your email. Value proposition should be prominent and
enticing. The value proposition sets the expectation for what recipients will gain from engaging with
email

8. Engaging Call-to-Action (CTA): Every email should have a compelling CTA that tells recipients what
action to take next. Whether it's "Shop Now," "Learn More," "Get Started, or "Download Now," your
CTA should be enticing and prominently displayed. Use action-oriented language that encourages
recipients to click. The CTA is the bridge between email content and the desired action, so make it clear
and persuasive.

9. Mobile Responsiveness: Mobile devices are commonly used for checking emails, so it's crucial that
email content is responsive and looks good on both desktop and mobile screens. A responsive design
ensures that email adapts to various screen sizes and provides a seamless experience for mobile users. A
mobile-friendly email layout is essential for ensuring that content reaches and engages a wide audience.

OUTLINING THE DESIGN OF YOUR MARKETING E-MAILS

1.Email Header and Branding: Start with a visually appealing email header that prominently displays
your company logo and name. Consistency in branding is crucial, so ensure that your email design aligns
with your brand identity, including color schemes, fonts, and logo usage. Your header should
immediately establish brand recognition.
2. Clear and Compelling Subject Line: Craft a subject line that is clear, concise, and relevant to the
email's content. Consider using a font size and style that differentiates it from the email body text. The
subject line is the first impression, so it should entice recipients to open the email.

3. Layout and Visual Hierarchy: Plan the layout with a clear visual hierarchy in mind. Use headings,
subheadings, and a legible font size to structure your content. Place the most critical information near
the top of the email. Visual hierarchy guides readers through the email, ensuring they absorb the key
points.

4. Images and Graphics: Incorporate images and graphics that enhance your message. Ensure they are
relevant, high-quality, and properly optimized for quick loading. Include alt text for images to provide
context in case they don't display correctly. Images should complement your content, not overwhelm it.

5. Content Segmentation: Organize your content into sections with clear headings and dividers. This
approach helps recipients quickly scan and digest the information. Each section should have a distinct
purpose and contribute to the email's overall message. Clarity in content segmentation improves
readability.

6. Whitespace and Readability: Prioritize whitespace in your email design. Adequate whitespace
improves readability and prevents a cluttered appearance that might overwhelm recipients. Maintain a
balanced layout that allows content to breathe and encourages focused reading.

7. Personalization: Whenever possible, use personalization to address recipients by their names or

customize content based on their preferences and behaviors. Personalization fosters a stronger
connection and makes the email feel tailored to the individual, increasing engagement.

8. Footer and Contact Information: Include a well-structured footer with essential information such as
your physical address, contact details, and a visible unsubscribe link. Ensure compliance with email
marketing regulations, such as CAN-SPAM. The footer instills trust and demonstrates professionalism.

9. Testing and Preview: Before sending your email, rigorously test it across various email clients,
devices, and browsers to ensure consistent rendering. Utilize email testing tools to identify and rectify
any design or layout issues that may arise during display.

OPEN RATES AND CTR OF E-MAIL

open rates represent the percentage of recipients who open and view your email among the total
number of emails delivered recipients who aluable insighten into the email's ability to capture
recipients' attentioned. They providential interest. Operm rates are typically measured by tracking the
number of generate initial opened, often detected when recipients download images or load tracking
pixels within the email.

BENEFITS OF OPEN RATES E-MAIL

1. Engagement Measurement: Open rates provide a clear Indication of how engaged email subscribers
are with content. High open rates signify that recipients find subject lines and sender names compelling
and are interested in emails. Conversely, low open rates may indicate issues with email strategy of
content that need to be addressed.

2. Content and Subject Line Testing: By tracking open rates, can experiment with different subject lines
and determine which ones resonate best with audience. A/B testing subject lines allows to refine
messaging to increase open rates over time..

3. Segmentation and Personalization: Open rates can inform a segmentation and personalization
efforts. Subscribers who consistently open specific types of emails may belong to distinct segments with
unique preferences. By segmenting list based on open behavior, can send more targeted content to
these groups, leading to higher engagement and conversion rates.

4. positive sender reputation: Internet service providers is crucial for maintaining t consider open rates
when evaluating the quality of emails. High open rates signal that recipients value content and are less
likely to mark emails as spam.

5. Benchmarking and Performance Tracking: Open rates serve as a benchmark for evaluating the
success of email campaigns over time. By comparing open rates across different campaigns, can identify
trends and patterns that help refine ema marketing strategy. Tracking open rates helps set realistic goals
and measu progress toward achieving them.

6. Content Optimization: Analyzing open rates can reveal which types of content generate the most
interest. If specific topics or formats consistently result in higher open rates, can tailor content strategy
accordingly. This optimization leads to more engaging emails that resonate with audience and drive
desired actions.

7. engagement Opportunities: Low open rates can be an early sign of disengagement among certain
segments of email list. Monitoring open rates allows to identify inactive subscribers and implement
reengagement campaigns to win them campaigns can help cleanse list and improve overall deliverability
rates.

8. Timing and Frequency Adjustments: and frequencies for sending emails. By analyzing open rates
based on send times.back. and frequency, can optimize email schedule to reach recipients when they
are most likely to engage. This adjustment can significantly impact email performance.

CLICK-THROUGH RATES (CTR)

CTR is a more meaningful metric as it indicates that recipients not only opened email but also took
action by interacting with the content Clicks on links on the email, such as calls-to-action (CTAS) or
product links, are tracked to calculate CTR.

BENEFITS OF CTR OF E-MAIL

1. Measure of Engagement: CTR serves as a direct measure of how engaged email recipients are with
content. It indicates whether email recipients not only opened the email but also took action by clicking
on links, CTAS, or images within the email. A higher CTR signifies more active and interested subscribers.

2. Content Effectiveness: CTR helps you assess the effectiveness of email content and layout. It provides
insights into which elements, such as product links, promotional offers, or specific pieces of content,
resonate most with your audience. By analyzing what drives clicks, can refine content strategy to
generate better results.

3. Conversion Tracking: CTR is closely tied to conversions. When recipients click on links within email
and subsequently complete desired actions, such as making a purchase or signing up for a newsletter,
can attribute these conversions to specific email campaigns. This tracking allows to measure the ROI of
email marketing efforts.

4. Segmentation Refinement: Analyzing CTR data can inform segmentation stratenor, Can segment
email list based on these browsing behaviorn or their interaction with specific rond, their geted
segmentation enables to send highly relevant content, increasing the chances of conversion.

5. Subject Line and CTA Optimization: CTR data can guide improvements in subject lines and calls-to-
action (CTAs). By testing different subject lines and CTAS, can identify which ones lead to higher click-
through rates. This iterative process helps craft more compelling messaging that encourages recipients
to take action.

6. Email Design Enhancement: The design of emails plays a significant role in CTR. Visual elements, such
as the placement of images and the use of buttons, impact click rates. By analyzing which design
elements lead to higher CTR, you can make informed design enhancements that drive engagement and
conversions.

7.Identification of High-Performing Content: CTR data allows to pinpoint high- performing content and
offers. By understanding which products, services, or topics generate the most clicks, can prioritize and
feature them prominently in future email campaigns. This strategy can lead to increased sales and
engagement.

DRIVE LEADS FROM E-MAIL

Driving leads from email refers to the process of using email marketing strategies at attract potential
customers or prospects he preces of using email me specific actions that result in capturing their contact
information or initiate therelationship with your business.

WHAT ARE OPT-IN LISTS

Opt-in lists, in the context of email marketing, are meticulously curated databases of email addresses
comprising individuals who have deliberately and proactively granted their explicit consent to receive
emails from a specific sender or organization. These lists are constructed through a permission-based
model, where recipients willingly opt in or subscribe to receive communications by sharing their email
addresses through various means, such as sign-up forms on websites, registration processes, or explicit
requests for updates and newsletters.

CONTENT MARKETING

Content marketing is a strategy that uses information-rich articles, graphised, a Content videos to drive
sales and brand development. Content marketing is a strategic marketing approach focused on creating
and distributing valuable, relevant, and consisteeting approach focused on creating arty defined
audience and, ultimately, to drive profitable customer action.

GENERATING CONTENT IDEAS

Generating content ideas refers to the creative process of conceiving, brainstorming, and developing
topics, themes, or subjects for creating various forms of content, such as articles, blog posts, videos,
infographics, podcasts, and more. This fundamental step is essential for content marketing, as it lays the
foundation for producing valuable, relevant, and engaging content that resonates with a target
audience.

The Generating content ideas are:

1.Audience Analysis: Start by understanding target audience. Conduct thorough research to identify
their demographics, interests, challenges, and questions Creating content that directly addresses
audience's likely to resonate with them.

2. Industry Trends: Keep a close eye on industry trends and news. Staying updated on current events
and emerging trends can provide timely and relevant content ideas. Consider how these trends might
impact your audience and create content that provides insights or solutions related to these
developments.

3.Competitor Analysis: Analyze what competitors are doing in terms of content marketing. While
should never copy their content, studying their strategies can provide inspiration and help to identify
gaps or opportunities in own conten strategy.

4. Customer Feedback: Listen to customer feedback, comments, and questions. Engage with audience
on social media and other platforms to gain direct input. The insights from audience can spark ideas for
content that addresses their concerns or provides solutions to their problems.

5. Diverse Content Formats: Explore various content formats beyond traditional blog posts. Consider
using videos, infographics, podcasts, webinars, interactive quizzes, and more. Different formats can help
convey information in engaging and appealing ways, catering to different learning and consumption
styles.

6. Evergreen Content: Invest in creating evergreen content that remains relevant over time. How-to
guides, tutorials, and educational content are examples of evergreen topics that can continue to attract
readers and viewers long after their initial publication.
7. Content Calendar: Develop a content calendar that outlines topics, publication dates, and the
responsible team members. A well-structured calendar helps plan and organize content ideas in
advance, ensuring a consistent flow of fresh content.

8. Content Repurposing: Don't hesitate to repurpose existing content. For instance, can turn a blog post
into a video, create an infographic from a research report, or transform a webinar into a series of blog
articles. Repurposing can save time while reaching new audiences.

9. Surveys and Polls: Engage audience through surveys or polls to gather their opinions and preferences.
The insights obtained can inspire content ideas that directly cater to their interests and concerns,
creating a sense of inclusivity and involvement.

PLANNING A LONG-TERM CONTENT STRATEGY

Planning a long-term content strategy refers to the deliberate and structured process of creating a
comprehensive plan lan for consistently producing and distributing content over an extended period,
typically spanning several months to years.

STEPS INVOLVED IN PLANNING A LONG-TERM CONTENT STRATEGY

1. Define Clear Objectives: The first step in planning a long-term content strategy is to define clear and
measurable objectives. These objectives should align with your overall business goals. Are you aiming to
increase brand awareness, drive website traffic, generate leads, nurture leads, or establish thought
leadership in the industry.

2. Audience Research: Thoroughly understanding a target audience is paramount Conduct

comprehensive audience research to Identify their demographics, preferences, pain points, and needs.
Building detalled buyer personas can help to create content that resonates with audience and addresses
their specific challenges.

3. Content Audit: Evaluate a existing content assets. This content audit helps to identify high-performing
content, content gaps, and areas for Improvement. By leveraging existing assets and filling content
deficiencies, can optimize a long-term content strategy.

4. Content Ideation: Develop a robust pool of content ideas that align with objectives and cater to
audience's interests. Explore different content formats and topics that can address a audience's needs at
various stages of their buyer's journey. Ideation serves as the foundation for content creation plan.

5. Editorial Calendar: Create a well-structured editorial calendar that outlines the publication schedule
for content. This calendar helps plan content creation, assign responsibilities to team members, and
maintain a consistent posting frequency. A well-organized calendar ensures that content strategy
remains on track.
6. Content Creation Workflow: Establish a streamlined content creation workflow This workflow should
encompass content briefs, approd content inge editing, design and publishing. Clearly defined processes
enhancovals, cunting, and ensure the production of high-quality content.

7. SEO Strategy: Incorporate a search engine optimization (SEO) strategy into content plan. Research
relevant keywords in industry and optim(20) stente to rank well in search engine results pages (SERPs).
SEO helps increase the discoverability of content over the long term.

8. Distribution Plan: Determine how will distribute and promote a content. Utilize email marketing,
social media, guest posting, influencer partnerships, and other distribution channels to reach target
audience effectively. An effective distribution plan ensures a content reaches its intended audience.

CONTENT CREATION

Content creation is the process of creating and publishing informational content pieces in various forms
such as white papers, blog posts, e-books, infographics and white papers. The process involves
conducting research, crafting ideas, generating strategic ideas and promoting content to a target
audience.

BUILDING A CONTENT CREATION FRAMEWORK

1. Identify content goals: Traditional marketing campaign, ensure content strategy focuses on the
company's marketing goals. To develop a strategy, focus on setting content goals. These goals can
attract more visitors, increase brand awareness or generate more leads. Using the SMART goal
technique, can create specific, measurable, achievable, realistic and time-bound goals. Once identify
goals, focus on creating content that aligns with these goals.

2. Create buyer's persona: To ensure content caters to a specific audience, it is essential to understand
who customers are, what information they find useful and which outlets they use to read the content.
Focus on building a buyer's persona, as this is a fictional character with buying habits and traits that
represent your prospective customer.

3. Conduct a content audit: Before creating new content, evaluate the ones have already created. Using
content audit, can fit existing content into the new plan and understand the gaps that might fill. When
organise a current work, realise the value of existing information. It helps identify the additional written
information require to strengthen a marketing strategy.

4. Choose content creators: After selecting the format, focus on building a content creation team to
create high-quality content pieces. To get started, categorise the type of content plan to create and the
type of professional might need. It can be beneficial to hire a writer to create a blog, social media
coordinator to write social media posts and a videographer to shoot videos.

6. Focus on content promotion: Properly promoting a content pieces is essential to reach a wider
audience base. It can help in building greater brand awareness. The best way to promote a content is to
understand the platforms or outlets customers use to consume content and why they use a particular
platform. Some way to promote a content include:

a) Social media platforms: Social media is a great way to create short pieces of content to engage
audience and convey a brand's story. Can use this platform to share pieces audience can read and share.

b) Email marketing campaign: Can use emails to build relationships by sharing information that
resonates with the relation caters to their requirements. Using email campaigns, can segedien contacts
according to the customer's purchasing process.

c) Paid promotion campaigns (PPC): To ensure a information reaches the target audience, can create
digital advertisements that display on search engines, social media outlets and websites. After knowing
the outlets a customer regularly visits, can use a marketing budget wisely.

MEASURING AND ANALYSING YOUR CONTENT

1. Define Key Metrics: Start by defining the key performance indicators (KPIs) that align with content
marketing objectives. Common metrics include website traffic, engagement (likes, shares, comments),
conversion rates, email open rates, click through rates (CTR), bounce rates, and time on page. Clearly
defined metrics serve as a foundation for analysis.

2. Use Analytics Tools: Leverage analytics tools like Google Analytics, social media analytics, email
marketing platforms, and content management systems to track and gather data. These tools provide a
wealth of information about a content's performance, audience behavior, and user demographics.

3. Set Benchmarks: Establish benchmarks or baseline data to measure content's performance against.
This allows to determine whether a content is improving a falling short of expectations. Comparing data
over time helps identify trends ar areas for improvement.

4. Segment Audience: Segment audience based on demographics, behavior, or other relevant factors.
Analyze how different phicth content to tailor future content to their preferences and needs. Audience
segmentation can provide valuable insights into what resonates with specific groups.

5 Content Engagement: Analyze how users engage with content. Pay attention to metrics such as likes,
shares, comments, and social media mentions. These metrics indicate the level of audience involvement
and the content's resonance.

6. Conversion Tracking: Measure the conversion rate of content. Track actions like form submissions,
downloads, purchases, or any other desired outcome. Conversion tracking reveals the effectiveness of
your content in driving desired user actions.

7. Bounce Rates and Dwell Time: Evaluate bounce rates (the percentage of visitors who leave your site
after viewing a single page) and dwell time (the amount of time users spend on your site). High bounce
rates may indicate that content isn't engaging, while longer dwell times suggest a deeper level of
interest.
8. SEO Performance: Assess content's performance in search engine results. Track keyword rankings,
organic traffic, and click-through rates from search engine results pages (SERPs). Optimize your content
based on SEO insights to improve visibility.