Topics Covered

 What is Digital Marketing?

 Digital Marketing Evolution
 Key Components of Digital Marketing
 Advantages of Digital Marketing
 What is Digital Marketing

Digital marketing is the component of marketing

that uses the Internet and online-based digital
technologies such as desktop computers, mobile
phones and other digital media and platforms to
promote products and services.
Key Components of Digital Marketing
 Topics Covered

 The Changing Consumer Behaviour

 Reach and Accessibility
 Data-Driven Decision Making
 Personalization and Customer Engagement
 Building Brand Awareness and Authority
The Changing Consumer Behaviour
The Changing Consumer Behaviour
Reach and Accessibility

9 Module no., Subject Code and Subject Name

Personalization and Customer Engagement
Data-Driven Decision Making
 Topics Covered

• What is the Customer Journey

• Stages of the Customer Journey
• Importance of a Seamless Customer Experience
What is the digital customer journey?
The digital customer journey is the path followed by an internet
user – from the awareness stage right through to the purchase stage.
Essentially, it covers every single interaction that takes place online
between the customer and the brand throughout the buying journey.

In some cases, the digital customer journey can extend beyond the
act of purchase or subscription; to customer loyalty. For example,
the brand may offer personalized post-sale offers or adapted content to
improve the buyer’s knowledge and experience of their newly
purchased product.
 Topics Covered

• Meaning of Digital Marketing Channels

• Types of Digital Marketing Channels
• Characteristics of Each Channel
• Best Practices for Leveraging Digital Channels
Digital marketing channels are platforms you
can use to reach your target audiences
online. They might include social media,
search engines or websites. Digital
marketing channels give you the opportunity
to sell products, build brand awareness and
position yourself within a given industry.
Types and Characteristics of Digital Marketing Channels
 • Paid media is marketing that you pay for. Paid media includes TV ads, print
advertising, sponsorships, and other types of media. In digital marketing,
paid media includes pay-per-click (PPC) ads, paid social media ads, and
search engine marketing (SEM).
• Owned media is any content or channel that you create and control
yourself. This could include a website, blog, social media profile, email list,
or even a physical mailing list.
• Earned media refers to publicity or exposure gained through non-paid
means, such as word of mouth, social media sharing, news coverage, or
online mentions. It is essentially the attention and recognition a company,
brand, or individual receives through the efforts of others, rather than
through direct advertising or promotional activities.

18 Module no., Subject Code and Subject Name

Best Practices for Leveraging Digital Channels
• Understanding the target audience and their
preferences.
• Consistent branding across all channels.
• Monitoring and analysing campaign performance.
• Integrating channels for a seamless user experience.
 2024

Display Advertising
Shikhar Jaitley, Asst Professor-Sr Scale, WGSHA
 2024

Learning Introduction-Display Advertising

Outcomes Different kinds of display advertising

By the end of this module,

Display marketing ecosystem
students will have an
understanding of-
Advantages & Disadvantages of display
advertising

Retargeting & Dynamic Retargeting

Setting up a display ad campaign

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Introduction to Display Advertising 2024

What is Display Advertising?

Display advertising refers to a type of online advertising that involves the use
of visual elements, such as images, graphics, videos, and interactive
multimedia, to promote products, services, or brands on websites, social
media platforms, mobile apps, and other digital channels. Display ads can
take various forms, including banner ads, rich media ads, video ads,
interactive ads, and more.

Display Advertising-Shikhar Jaitley

Asst Professor-WGSHA
 Types of Display Ads 2024

Banner Ads Rich Media Ads Interstitial Ads

Static or animated graphic ads that Involves using interactive elements such Ads that appear as a separate
appear at the top, bottom, or sides of as video, audio, and clickable elements webpage before you are directed to
for better engagement
a webpage the original page

Video Ads Expandable Ads Behavioral Targeting

Video ads are short videos that Start as a smaller size and expand Ads delivering ads based on
Involves
play before, during, or after to a larger size when users interact the user's online behavior and
online content with them interactions

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Banner Ads
2024

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Rich Media Ads
2024

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Interstitial Ads
2024

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Expandable Ads
2024

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 2024
Interactive Advertising
Nescafe Cold Brew Advertising Campaign

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Display Advertising Ecosystem 2024

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 2024
Programmatic Ad Ecosystem
How this works?

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Key Players Display Ads 2024

Advertisers/Clients Ad Agencies Ad Networks

Businesses or individuals who Help advertisers plan, create, and Intermediaries between advertisers
want to promote their products, execute their display advertising and publishers. They aggregate ad
services, or messages through campaigns inventory from various websites
display advertising and apps and offer it to advertisers

Ad Exchange DSP SSP

Platforms that facilitate the Tools or platforms that allow Platforms used by publishers to
automated buying and selling advertisers to manage and manage and optimize their ad
of ad inventory in real-time optimize their display ad inventory. They connect
through programmatic campaigns publishers to ad exchanges,
advertising.
Display Advertising-Shikhar Jaitley Asst demand sources (advertisers,
Professor-WGSHA
agencies, DSPs)
 DSP vs SSP 2024

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 2024

DSP & SSP

DSP SSP

A Demand-Side Platform (DSP) is a technology A Supply-Side Platform (SSP) is a technology platform

platform used in the field of digital advertising, which are designed to help publishers (website
specifically within programmatic advertising, to owners, app developers, and content creators)
streamline and optimize the process of buying and effectively manage and monetize their available ad
managing digital ad inventory. DSPs enable inventory by connecting them with potential buyers,
advertisers and agencies to purchase ad impressions such as advertisers and demand-side platforms
in real-time across multiple ad exchanges, websites, (DSPs).
and apps, targeting specific audiences and optimizing Google Ad Manager, Rubicon Project, PubMatic,
their campaigns for better performance. OpenX, Adform
Google Display & Video 360, Trade Desk, Adobe
Advertising Cloud, MediaMath, AppNexus
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
 2024
Role of DSP in Programmatic Ecosystem
Demand Side Platforms
• Ad Buying and Bidding
• Audience Targeting
• Data integration
• Real-Time Optimization
• Cross-Channel Campaigns
• Access to Multiple Exchanges & Publishers
• Real-Time Reporting & Analytics
• Budget Control
• Frequency Capping
• Creative Management
• Automation & Efficiency
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
 2024
Role of SSP in Programmatic Ecosystem
Supply Side Platforms
• Ad Inventory Management
• Automated Ad Selling
• Auction Management
• Optimized Pricing
• Header Bidding Integration
• Ad Quality Control
• Ad Campaign Management
• Dynamic Allocation
• Data Monetization
• Real-Time Reporting and Analytics
• Ad Format Support
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
 2024

Programmatic Advertising

Advantages Disadvantages

• Reach to drive awareness • Low click-through rates

• Direct response • High costs/low efficiency
• Targeting • Brand reputation
• Retargeting • Technology complexity
• Halo effect
• Cost
• Dynamic updated

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Consumer Decision Making Process 2024

Stages in consumer decision making

Display Advertising-Shikhar Jaitley

Asst Professor-WGSHA
 2024
Retargeting
How it works!
Retargeting, also known as remarketing, involves showing targeted ads to users who have
previously visited a website or engaged with its content but did not complete a desired action,
such as making a purchase or signing up for a newsletter. The main idea behind retargeting is
to keep your brand or products in front of these users as they browse other websites or
platforms across the internet.

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 2024

Factors for successful retargeting

Factors accountable for Retargeting does not mean

successful retargeting

• Segmented audience by behavior.

• Identifying the right platform for ads.
“Buy Now”!
• Serving the right message to the right
audience.

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 2024

What does
Retargeting ad
do?
Retargeting ads help
lead users to the next
step in their buyer
journey………

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 Dynamic Retargeting 2024

How it works!
Dynamic retargeting takes the concept of retargeting a step further by delivering personalized
and dynamically generated ads to users based on their specific interactions and interests. It
involves displaying ads that showcase the exact products or services that a user viewed on the
advertiser's website, creating a more customized and relevant advertising experience

Display Advertising-Shikhar Jaitley Asst

Professor-WGSHA
 2024

https://support.google.com/google-ads/
answer/10759203?hl=en&ref_topic=10289172&sjid=6132
220464576677527-AP#zippy=%2Ccreate-a-new-
campaign-and-set-a-goal

Display Ad Campaign
How to set up?
Display Advertising-Shikhar Jaitley
Asst Professor-WGSHA
 Display Ad Campaign 2024

Set up
• Define your goals and objectives
• Identify your target audience
• Select the advertising platform
• Create compelling ad creative
• Set up conversion tracking
• Select targeting options
• Set a budget and bidding strategy
• Create ad groups and campaign structure
• Set campaign parameters
• Launch and monitor the campaign
• Optimize and refine
• A/B testing
• Scale or adjust
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
 2024

THANK YOU!
Display Advertising-Shikhar Jaitley Asst
Professor-WGSHA
Social Media &
Content Marketing
Shikhar Jaitley-Asst. Prof Sr. Scale, WGSHA
 Agenda
01 Evolution of Social Media
How it started and its applicability in today’s environment

02 Social Media Channels

Different social media channels available

03 Social Media Strategy

How to build an aggressive social media strategy

04 Content Marketing
Storytelling, Measuring ROI & Setting social media ad
campaign
SOCIAL MEDIA

What is social media

marketing?
Evolution of Social Media
How did it start?
 Social Media Evolution
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 Social media
explosion!
5% 72%
From merely 5% usage of social media in 2005, 72%
people in United States use social media to
communicate as on 2022.
 Social Media Statistics

4.8 Billion 59.9% 92.7%

Use social media globally Of the global population Of internet users globally
 Reasons for Growth of Social Media Marketing
• Increased User Base
• Accessibility
• Cost-Effective
• Targeted Advertising
• Engagement and Interactivity
• Data and Analytics
• Viral Potential
• Brand Awareness
• Customer Feedback
• Influencer Marketing
• Mobile-Friendly
• Constant Innovation
• Global Reach
• Community Building
• Customer Support
• Competition
• E-commerce integration
• Content variety
Social Media Marketing

Organic sharing and paid advertising using social networks

and their messaging services to gain awareness and
response from target audiences. Also involves facilitating and
monitoring customer-to-customer interactions and
participation on social networks and other online communities
where user-generated content is created.
Pillars of Social Media Marketing
Strategy
Setting clear goals,
identifying the target
audience, selecting the right
social media platform
Content
High quality and engaging
content is extremely
important which is aligned
with brand identity

Community
Active engagement with your
followers and responding
their queries, creating sense
of belonging

Advertising
Effective utilization of paid
social media platforms to
create compelling ads

Analytics &
Measurement
Track KPIs like website traffic,
conversion rate etc. to gauge
your performance
 Social Media Channels

A social media channel is a digital platform or online space

where individuals, organizations, and businesses can create,
share, and interact with content, messages, and multimedia
with a broader audience. These channels serve as
communication and networking tools, allowing users to
connect with friends, followers, or the public. Social media
channels can take various forms, including websites, mobile
apps, and other online platforms, and they enable users to
post text, images, videos, links, and other types of content for
others to see and engage with
 Social Media Channels

Social Media
Popular ones Blogs Blogs, Posts etc.
Platform
Facebook, Instagram, LinkedIn Often serve as a good resource
etc. for customer engagement and
You Tube information sharing
Extremely popular for content
creators, advertisers for
information sharing.
Messaging
Website
Applications

Extremely useful User friendly

Websites prove to be one of the Messaging services like
reliable and effective medium for WhatsApp and chat applications
social media marketing are popular ways to interact and
engage your target audience
Selection of Social Media Channel
 Factors to consider for channel
selection
Audience
This will determine the reach of your message
to the target audience

Demographics Content Support

Age, gender, income, location, interests What kind of content is supported with a
etc. to be considered particular platform videos, images, text
etc.

Organization Competition analysis

Chanel should be in line with the What is working and not working for the
company’s personality and image. competition needs to be considered.
 Building Social Media Strategy
Know your
customer

Know your
Select Goals
competition
Jugnoo, an Uber-like service for auto-
Each of your social media marketing goals rickshaws in India, used Facebook
should be SMART: specific, measurable, Analytics to learn that 90% of their users
attainable, relevant and time-bound. who referred other customers were
between 18- and 34-years-old, and 65% of
Social Media that group was using Android. They used
Strategy that information to target their ads, resulting
in a 40% lower cost per referral.

Conduct audit Content Compelling Track

calendar Content performance
Mapping Business Objectives to Goals
Amazon Story Boxes
Content
Marketing:
Storytelling in
Social Media
What is story telling?
Storytelling in content marketing refers to the use of narrative
techniques to communicate your brand message and engage
with your target audience. By weaving a story into your
marketing content, you can not only capture attention but also
create a connection with your audience and build a deeper
emotional bond.

Storytelling helps you bring your brand to life, making it more Dove Derma Series
relatable, memorable and impactful. Whether you're creating a
blog post, a video, a social media campaign, or any other form
of content, storytelling is a powerful tool that can help you stand
out in a crowded digital landscape and achieve your marketing
goals.
 Importance of Storytelling
Crate connection Cutting the clutter
It helps in creating a connect To cut through the noise and
with the target audience and capture the attention, one need
effectively communicate the to create content that stands
brand message. out and resonates with the
customers.

Differentiate the brand Brand awareness & loyalty

Differentiate the brand from the It creates content that is more
competition, establish brand's memorable, shareable, and
unique voice and personality, impactful, which can lead to
and increase engagement with higher brand awareness,
the target audience. loyalty and ultimately,
conversions.
 Types of Storytelling
Branded Storytelling

1 It is about creating a narrative around the brand, including its

history, values and personality. Company blogs, “About us” pages
etc.

Customer Storytelling
It focuses on experiences of customers and how the brand has
2 helped them. Testimonials, success stories etc.

Product Storytelling
It focuses on product benefits and how it will solve customer’s
3 particular need/problem. Product descriptions, demo videos etc.

Narrative Storytelling

4 It involves creating a full story with a beginning, middle and end.

Videos, blog posts, media campaigns etc.
 Measuring Social Media ROI

Step 1 Step 2 Step 3 Step 4 Step 5

Define clear social Track metrics which Calculate social Calculate ROI Generate ROI
and business align with the media costs impactful report
objectives objectives

08% 96%
Customers agreed to Marketers believe that
positive assistance of social media
social media generates positive
returns
Why calculating ROI is important? Social Media ROI Formula
Measuring social media ROI empowers marketers to
prove their efforts’ value. By calculating ROI, you can Social media ROI = ((Value generated from social
determine what’s working and what’s not and attribute real media – Costs of social media investment) / Costs)
business results to social media. * 100
 Mobile Marketing

Module Leader :
Dr. Narayan Prabhu; Associate Professor : Sales & Marketing, WGSHA, Manipal
Email: narayan.prabhu@manipal.edu
Designation and Department goes here
 Why Mobile Marketing is Important?
1. Consumers have started consuming digital media voraciously.
2. The purchase of mobile phones has increased over the last decade.
3. It was also found through research that 20% of people prefer using Tablets to mobile phones because
of the comfort they get from using the larger screen.
4. The kind of internet that people get nowadays has changed as well.
5. Social media has come about in the last decade or so.
Types of Mobile Marketing
Steps of Running Mobile Marketing Campaigns
1. Know your Audience
2. Goal Selection
3. Initiate KPIs
3.1 Acquisition
3.2 Engagement
3.3 Customer Service
4. Track Mobile Metrics
Mobile Marketing Tips You
Need To Follow
Advantages of Mobile Marketing
1. Highly Targeted: Mobile marketing allows for highly targeted campaigns.
2. Cost-Effective: It is less expensive compared to traditional marketing methods.
3. Accessibility: Mobile devices are always within reach, making it easier to send
timely marketing messages.
4. High Engagement Rates: People usually respond better to mobile marketing
compared to traditional channels.
5. Quick Feedback: It allows for immediate customer feedback and interaction.
Disadvantages of Mobile Marketing
1. Privacy Issues: Mobile marketing can be intrusive and result in privacy
issues.
2. Limited Space: Limited advertising space on mobile devices can affect
message delivery.
3. Technical Limitations: Different operating systems and screen sizes can
present technical challenges.
4. Relevance: It can be challenging to ensure the content is relevant to all
recipients.
5. Intrusiveness: Unsolicited messages can be annoying to users, leading to
negative brand perception.
How to Increase App Engagement On Your Mobile App
Strategies to Increase App Engagement
3 Examples of Popular Apps Using App Engagement Strategies
 How to Increase App installations
1) Reach More Users With App Store Optimization
2) Expand Your Target Audience Through App Localization
3) Launch a Website (or Improve Your Existing One)
4) Use Content Marketing to Engage With Potential Users
5) Take Over Social Media
6) Get Some Influencers on Your Team
7) Create a Demo Video
8) Prompt Users to Leave Ratings and Reviews
9) Encourage Referrals
10) Upgrade Your Branding
11) Play With Pricing to Leverage App Charts
12) Switch to a Freemium or Paymium Model
13) Make Friends in the Press
14) Make Use of Affiliate Marketing
15) Add Some Social Features