hi welcome to this module which is anintroduction to digital marketing do any of these icons look familiar to you didyou google something today or check your facebook maybe did you see that funnyvideo which became viral yesterday or did you read the tweet by that famouscricketer if you did then you are a part of the digital world along with 3billion other beings which is 40 percent of the world’s population wow that’s alarge number and wherever there a very large number of people there is huge marketingopportunity which is what digital marketing is all about at the end ofthis video you will be able to understand what digital commerce is itscope the paths identify the need to go digital why fellowships have to includedigital marketing as part of their overall market approach and of coursethe basic objectives are digital sell what it’s used for as I mentioned before there are threebillion people who are online today which is close to 40% of the world’spopulation who are these parties what are they doing how are they doingit we’ll take a look at that 62% of these people are browsing theinternet through their computers or desktops 31% which is again a hugenumber are doing school through mobile devices through their mobile phones thesmartphone change has made this possible and 7% do so through tabletsyou will be surprised to know that off the total time spent on media onelectronic media or otherwise 54% of the time is spent on online media to 4% that people spend on online media2 8% the social commerce which is in most cases Facebook 13% is microblogging which again is about Twitter and the rest of the activities are a mixof updating blogs predicting story watching Tv or online and other activitieswhat is this translate when people are spending so much time on media there ishuge opportunity for you to reach out to them during that timeand this is a result if you will see this graph you will notice that budgetsfor paid search advertising and parade advertise both of which arefundamentals of digital sell has been rising over the years this yearit is estimated that there will be a devote of 126 billion dollars theincrease in digital spend is almost three times increase in the total adexpenditure for commerce when we spoke about investigation publicize where is thismoney being invest this again is related to where is the time being expend thisgraph shows you that the Google search engine has a largest chunk followed byBaidu and Yahoo and Bing when people invest on probe advertisingthey put up ads on the search Network I’ll show you what I’m talking aboutthis is a Google search engine causes page for a inquiry role casket for womenyou will notice that apart from the organic trash that you encounter on the pageactually which is way down the page the ads predominate the pagethese are sponsored results and you will see a slightly yellowish orange tagindicating that they are ads what happens if I have found a website that Iwant to go to and then I leave the search engine page this is what happensin this case I was looking for sites about patties and baking and I came tothis website but there’s an opportunity for me to see an ad now as well sothere you go how’s this for intention a as you realise in a previous slip 28 percentage of your time is spent on social media which in most cases ispredominantly Facebook but Facebook has gap for ads too in this example youcan see ads or furniture for child wear and for sunglasses email marketing isanother important branch have you ever got emails about luhan’s or constructionof you houses or about eBay or Amazon in a new position if you have you know whatI’m talking about why are three billion people online whatis this thing about digital media that is attracting everyone let’s see that indetail or a consumer the digital media offersmultiple canals and designs to do what they want to do they have a wide rangeof locates the social media to connect with to maintain relationships thiscross device integration you can start on a desktop “re going through” a portable and endon your invoice there’s also better decision-making thishuge number of preferences wanna buy a purse there ten sites that’ll offer you onewith five websites probably offering you better dismiss than what you can getat the storage and of course they are easy to buy andreturn you’re going to come home and submitted to you and if you want to returnit in most cases they gonna pick it up as well and of course with one it’sanother fee gateways buying online is easier than ever before for amarketer there are consignments of reasons relevance I will liken this aspect totraditional push if you are driving down a artery and you understand ahoarding about let’s say jewelry you may or may not be wanting to buy jewelry atthat time you are not able have the money for it or may not be in a state for itbut if you are looking online and say want to buy your hoops online I want tobuy jewelry online and you visualize ads that related to you from a jewelry storethat has an extremely high degree of relevance as compared to the hoardingthat you discover on the road personalizationcases Google and Facebook and other websites that you use collect a lot ofinformation about you which is legal but they can use this information to createa better advertise ordeal for you you are eligible to even check emails where your nameis highlighted for example I meet emails that read hello Jasmine would you like aloan today or “youve seen” ads that could be based on your previous browsinghistory if you have been shopping for nappies for your child you could see adsthat say maybe you should buy a brand-new napkin back again effectiveness is a big driver fordigital marketing traditional media over hour has become super expensive placingan ad in the newspaper or to purchase a bracing for a month is a large outlay ofmoney whereas digital marketing can probably started off with one one-tenth ofthat investment the digital media is also an extremely discernible mediumgoing back to the example of the road and hoarding you may not have an exactcount of how many beings actually assured the ad on the touring you will not knowhow many people is entered into your place because of that wording and you willnever know how many people bought that special item because of what they sawon that particular Road unless of course that was the only marketing media thatyou were use at that point of day but digital media you can track this to thevery last click you will know how many parties came to your locate from where theycame what they received on your area and what they bought what was the value of thatpurchase and will they come back again you can track that as wellDigital campaigns are extremely scalable campaigns if I create a campaign for theUS today I can easily replicate it for India tomorrow there is no permissionsinvolved there’s no time involved it’s all done within a few clicks how engagedcan you be with the holding on the road can you talk to it and you change it youcan’t but you can be super hired with an interactive ad that you identify on awebsite we will see lessons later where you can actually make the ad work foryou you can become people in the ads do different things by clicking a mousearound that is engagement what do I mean by a level playing field if I were asmall little business plainly I is not have the coins involved to competewith a large player a national player but you can do so in digital marketing you can actually decide where your adswill show to how many parties they will show and if your ads are of high qualityyou might actually be brought to an end compensating lesser then “the worlds biggest” players in your marketand of course there is the ability to go viralhow many of your friends ever passed down a paper trimming to you and said wowlook at this ad not likely but a lot of them must have shared a wonderful ad ontheir Facebook sketches and that multiplies that is free advertisinglet’s look at the objectives of digital marketingdriving sales and extends this is direct response marketing where your campaignswill get beings to buy something from your website in some cases they may notwant to buy something but probably transformed into a result where they will signup or a coat or sign on for a subscription if you’re a small brandthat nobody knows about or if a huge plan but introducing a newproduct a brand-new addition to your product line and you want to increase brandawareness digital marketing is the answer for businesses that are notreally selling a commodity and don’t need auctions or results or not advertising aproduct but just want people to come to this site could be a brand-new area could be ablog about cooking could be something about the environment that you want totalk about basically you’re driving beings to your site and this can be doneto digital marketing user behavior is an important factor in advertising there isa difference between how it is treated in traditional media and digital medialet’s look at a few ingredients that are important in digital marketing sheet of results there’s a funny quotethat I speak the other day that the right place to immerse somebody is on the secondpage of results because they’re never going to be found if you are not in thefirst sheet of a search engines outcomes nobody is ever going to click in and seeyour ads so it’s important to be in the midst of act which is on the firstpage first fold is that part of the websitethat you appreciate without moving down again most people are not involvedenough to scroll down and therefore if you crave your content to be heard it’simportant is in conformity with the first fold the work requires a liberty concoction of text and imagestoo much text will make it look like a newspaper more bookish too much imageswill look like clutter in fact there’s a period announced placard blindness where thebrain is attuned to tuning out material which looks like too much of ads so youneed to have the right mix of text and portraits clarity of content somebody whocomes to your website needs to understand what your website is allabout he shouldn’t have to be clicking through five or six links to get a gistor what your site is about it needs to be there upfront clear and easy tounderstand a call to action is a signal to the user about what he has to do whatdo you want people to do when they come to your locate do you want them to buysomething do you want them to sign up somewhere do you want them to give themyour email id what do you want them to do unless you tell them clearly they arenot going to be able to understand quick and easy sailing is very importantfact have you ever been to websites but you try hitting the back button and youcome back out of the website if you have that’s terrible is it it a customer needs tounderstand how he can move from one sheet on the site to anothera foremost back button a residence button all this will help security security is a major concernbecause there’s lots of commercial transactions happening on the web youput in your credit cards items you don’t want to be fished but you don’twant to end up spending a lot of money unintentionally the security isimportant in US resources in creating a secure atmosphere for your usersresponsiveness in this world of social media but people expect you to talk backto them brands have a very important responsibility of responding back to theuser if somebody announces on a brand’s sheet that I didn’t get this concoction or it wasbad it becomes important for the label to respond back and say we’re sorry wewill look into it if you don’t that needles a extremely acrimonious smell in the usersmouth so watch out for responsiveness that returns us to the end of this modellet’s take a look at what we learned we learned that exponential growth anddigital street or the digital nature is a huge opportunity for marketers userscan be reached in various channels search display social media emailmarketing and more the benefits of digital market arenumerous of your important ones are relevance quantify ability andscalability the major objectives additional market and driving salesand extends sounds to your locate or increasing brand awareness and finallywe learned about how used action in the digital nature are distinct from thetraditional nature and what this sets apprehensions for what factors areimportant when you look at a digital market campaignthank you
