First of all, you must note that the difference between web and website; that is when somebody tells you about ‘web’ it will refer to anything that runs or is available on the internet, maybe a website or app or software, etc. unlike a website.

Now, let me define the difference between web design and web development, web design basically deals with the designing or graphics part while web development deals with hardcore development. However, if someone tells you that he is into web designing does not necessarily mean that he will do nothing related to development; but the development will be specific. This is because software and application development requires extensive methodologies that are better executed by developers/ agencies dedicated to development who can undertake such extensive projects. Whereas, a website project be it informational or e-commerce can be well-executed by a soft-developer.

A web designing or digital marketing agency may possess the necessary development skills but will not undertake an extensive development project owing to deviation from their focus area.

So, when you require a website you have to be sure about the features you need. You may need only an informational website or a website with an e-commerce feature or a  website, especially for content-based marketing. In this case, you must approach a digital marketing agency that offers such small scale web development. This will help make the website target specific, SEO optimized, and audience ready.

If you require an application or informational or e-commerce website with an application in it (for example- Cab booking website or app, multi-level marketing website, website or app for accounting, etc.) I would recommend keeping the app-based site and informational or e-commerce site separate and approach a full-fledged web developer/ development agency for the app-based site and a marketing agency for the informational or e-commerce site.

You must note that the dedicated web or app developers/ development agencies are not the best in making a website target specific, SEO optimized, audience ready, or marketing specific.

The best companies hire all the three- first a dedicated developer for top class development, followed by a designer for the best graphics and cutting edge design, and then a marketing expert for the best audience level optimization.

Requirements for a Website

A. Domain

The first step is to get an appropriate domain. Domain can be .com, .org, .net, .biz, .org, .edu, .country_code such as .UK, .us, .in, .de e.t.c, for example, mageorange.com Though the server where your information resides can be reached by its IP address, a domain is the professional way and easier to remember.

Parts of a Domain:

a. URL: The entire website address along with all its components is known as the URL.

b. WWW: It stands for world wide web and indicates that the website is available on the internet in other words, any client i.e a device running a program i.e a browser can access or retrieve information from the website as it is hosted on a device or across a network of devices that serves its contents (server).

c. Transfer Protocol: http:// (Hypertext Transfer Protocol), https:// Hypertext Transfer Protocol Secure tells the browser and the website about how the data must be transferred. https indicates that the data is transferred using special encryption and hence more secure.

d. TLD or Top Level Domain: It is the part of the domain to the right of the (.) dot viz. com, org, us, etc.

e. SLD or Second Level Domain: It is the part of the domain to the left of the (.) dot. In www.mageorange.com, “mageorange” is the SLD.

Sub-Domain

It is an optional extension of the original domain for example “store.mageorange.com”

*Directories: For example “mageorange.com/store/” 

DNS or Domain Name System

It tells how a website can be translated into its IP address.

DNS or Domain Name Server

A DNS server takes a domain and resolves it into its IP address

IP Address/ Server IP

It is a string of numbers that identifies the server where the information to be retrieved is located.

Dedicated IP and Shared IP

An IP address may be shared between all the users (or simply websites)  on a server. If you are on a shared server it means that you are sharing the IP address with other users. Another case of shared IP is when you have a dedicated IP address but have multiple websites installed on your server here you are sharing the IP with all the websites. If your server is on a shared IP then you may not be able to reach your server only with the IP address and the domain name will be essential. If you have shared your dedicated IP with all your websites, you will be able to reach your server simply with the IP address but not your websites.

Dedicated IP is not mandatory, it just helps build the reputation of a website and its outgoing services like email service. Besides, it may have a little boost in website speed as the domain may be resolved slightly faster by the DNS.

SSL Certificate

SSL, or Secure Sockets Layer, is an encryption-based Internet security protocol. Without any SSL, all the information is transported in an open manner which can be trespassed or hacked. While using an SSL, the information is encrypted before it is transferred and is translated by the application which receives it. SSL is extremely important for security. Additionally, Google also prioritizes sites that use SSL, and hence these sites have a better position in search results. SSL can be single domain or multi-domain or wildcard (applies on the main domain and its sub-domains).

Types of SSL

a. Domain Validation: This SSL is the cheapest and requires only a domain validation. It induces https along with a padlock symbol (displayed in the browser address bar) but may not provide information regarding the organization.

b. Organization Validation: This type of SSL validates the organization behind the website requesting the certificate. It induces https along with a padlock and can provide information regarding the organization when clicked on the padlock symbol.

c. Extended Validation: Here the certifying authority performs a full background check on the organization behind the website. This type of certificate indicates the name of the organization along with the padlock symbol.

d. Self-Signed Certificate: It is the lowest type of SSL that can be generated on the server hosting the site. It is thus not signed by any certifying authority. It may not provide full-fledged security and is just better than having nothing.

B. Server or Hosting

A computer that serves data to other computers is called a server. In web hosting, a server is a computer that stores the website files and data and serves them to the client trying to access the data. The raw data including server files, designing and programming files (until and unless hacked) can only be accessed by a client who has direct access to the server.

Since it is not possible to devise a system (computer) which will run 24 X 7 X 365 on high speed, high bandwidth cutting edge internet without power and internet failure, we move to a hosting company.

The process of serving data is called hosting.

Types of Server/ Hosting

a. Shared Hosting: In this type of hosting, the server is shared between multiple users. Hence, the complicacy on one website will hamper the other website/ users. Such servers have strict limitations on resources (RAM, CPU) and processes (number of simultaneous processes, number of files, e.t.c.). This is the cheapest available type of hosting and is recommended only for an informational website or when the website is not of much importance to the business/ organization.

*In shared hosting the one user cannot access the files of another user as they are separated and divided by special application by the host.

b. VPS or Virtual Private Server: In this type of hosting a server is shared between a certain number of users with a specific amount of resources reserved to each user as specified. This is achieved with the help of specialized technology. It is recommended when the website is important to the business or is an advanced one.

c. Dedicated Server: As the name suggests, here one server is dedicated to a particular user/ client. These types of servers are very expensive.

d. Cloud Server: It actually refers to a network of connected servers with scalable resources that automatically synchronizes all the data and serves them from the readily available server so that if one server is down another fetches the information. This can be regarded as Real Cloud. It can be 2 Copy (1 active + 1 backup) or 3 Copy (2 active + 1 backup) or 4 Copy (3 active + 1 backup), e.t.c. This is also an expensive solution that costs a little less or the same as dedicated hosting. Though there may be a dedicated cloud, mostly, the technology used to separate the users is like that of a VPS.

e. Virtual Cloud/ Shared Cloud Server: In this type, the cloud server is shared between different users but certain resources like RAM and CPU may be dedicated and scalable depending on the host. It is the cheapest after shared hosting with better performance and resources. It can be opted by users who cannot afford a VPS.

f. 1 Copy Cloud: Until and unless the package details suggest something special this typically is like a VPS with easily scalable resources.

* resources are scalable in VPS, Dedicated and Cloud servers. But in VPS and dedicated servers, this requires manual upgrading by the host on request and hence involves a downtime; while in Cloud this is simple without any downtime.

E-Mail Server

An email server enables you to send and receive email via your domain name (for example yourname@yourdomain such as [email protected]). E-Mail Server can be run from your website server itself or can be purchased from 3rd parties like Google (Business E-Mail), Godaddy e.t.c.

If your website is on cheap hosting, you can opt for a 3rd Party email Service which will ensure that you do not miss any emails. Opting for a good email service with correct configurations will also ensure that the emails are not marked as spam.

Additional Services

CDN or Content Delivery Network: A CDN is a service that provides cached static files of a website from servers across the world. If you are targeting audience globally, this is an excellent option as it will ensure faster website loading across different regions. Many CDN providers also offer DDOS (distributed denial-of-service) protection. A DDOS attack is a type of cyber attack where illegitimate (robotic) traffic is sent to a website to create stress on the server and bandwidth. If your website is available and advertised globally, you are prone to DDOS attacks.

Load Balancer: If your website receives huge traffic, you may need to configure a load balancer. A load balancer switches traffic from one server to another during a spike. You can set up a network of dedicated servers and configure a load balancer for all incoming traffic. In cloud servers, a load balancer can be set up quickly as an optional service.

C. Website Development- An Overview

The main components of a website are database, programming language files, documents, and design files. The programming language decides how the output is to be processed; the design files determine the outlook and design, the documents stores the pages, and the database stores the data.

For example, as you are viewing this page, all the texts are fetched from the HTML documents on the server and displayed as programmed in the programming language (PHP) which decides the output (what to display, when to display?) and all the designs are according to the design files (CSS). If we were to show you how may products you have purchased or your registration details then these would have been fetched from the database (My SQL).

In Laymen’s terms a website may be developed in three ways:

a. With some simple programming, design, and HTML files that fetches information from the database. This is the cheapest and prone to hacking. All developers offering the cheapest solutions follow this strategy. This option is not at all recommended.

b. Using a Framework: A web development framework is a web development software with a set of strict rules as to how the programming language files, documents, and design files must be placed in the server. A stronger framework ensures more security. Examples are Laraval, ASP .NET, Codeigniter, Ruby on Rails, e.t.c. Developer using frameworks is a bit expensive.

c. Developing a Framework: Some companies may consider hiring a group of developers to develop and maintain their own framework and a website on top of it for better performance and security. This is the most expensive.

d. Using a CMS (Content Management System): A CMS is a web development software that allows web development without diving into programming. All CMS use their own framework. Examples are Drupal, Joomla, WordPress, Magento, e.t.c. Hackers may study the framework of these CMS to launch attacks on websites using them; this is readily countered by the CMS companies by providing updates and patches from time to time. A CMS does not require much programming but extensive knowledge experience on the CMS behavior and functions.

Using a good CMS with security software on top of it and regular updates, tweaks, and management is the best cost-effective, least time consuming performance-oriented solution. This strategy is even followed by some big companies.

Additional Features to Consider in a Website

Cache: A caching system can be configured on a website so that all the static files are preloaded from the server instead of being resolves and translated every time a visitor requests them.

Firewall: Using a firewall on the server as well as the website level can minimize malicious traffic and hack attempts.

Anti Spam: A spam guard can prevent unwanted logins, comments, and registrations.

Google Analytics: When this is configured on your website, you can get detailed insights on all your website traffic, location, source, and everything.

SEO: A SEO (search engine optimization) system can be configured on the website which will check all the pages for SEO tweaks, and generate files necessary for SEO from time to time.

Content-Based Marketing Optimizations:

Social Media Auto Posting: A social media auto posting feature can be configured on the website which can automatically post posts in all your social media accounts in a scheduled manner.

Email Newsletter: An email newsletter system can be configured on a website that can keep track of all email marketing campaigns including a record of opened and clicked emails.

COMMENTS

To summarize in easy terms, if you just need a simple informational website, you can go for shared hosting with website development on a good CMS. If your website is important to your organization, but you need a cost-effective solution, you can go for website development on a good CMS but it must be hosted on VPS or at least Shared Cloud hosting. Purchasing a domain name and configuring an SSL certificate is necessary in both cases. Other features can be chosen or upgraded according to the necessity.

If your website is to be targetted towards content development or marketing or traffic analysis, it is better to get your website developed by a good digital marketing agency/ company who provides website development as well; while if you need an application/ app or an application on top of your website you must approach a hardcore developer.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

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Amazon owing to its huge size, hype, high advertising spends, and global presence is an ideal place not only to list and sell but also to advertise one’s products.

Amazon is currently the world’s biggest e-commerce marketplace with a huge customer base and daily traffic. Thus, listing your product or book on Amazon gives you the opportunity to make it available to a large number of customers who come searching for similar products. Whereas, driving traffic to your own website can take a huge effort and investment.

Amazon Advertisement for Amazon Marketplaces

• Sponsored Product Ads
• Sponsored Brand Ads
• Deals and Coupons

Sponsored Product Ads

Using this advertising strategy, sellers can run campaigns to make their products appear across categories or by keywords. When customers search for that specific category or keywords, they see the ad on the top or in specially specified positions that are eye-catching.

Sponsored Brand Ads

This advertisement strategy is the same as a sponsored product but with a highlighted Brand name on the ads and product description on the product details page.

Deals and Coupons

Sellers can also provide deals and coupons to offer an extra discount on their products.

Amazon Advertisement for Kindle E-Books/ KDP Print Books

Kindle Store enables authors/ publishers to run ad campaigns similar to the amazon marketplace.

• Sponsored Products
• Lock Screen Ads
• Free Book Promo & Countdown Deals

Sponsored Products

This strategy is the same as the sponsored product ads in the Amazon marketplace(s). This ad strategy enables authors/ publishers to make their books appear across categories or by keywords on top or in special positions.

Lock Screen Ads

This strategy enables authors/publishers to place their ads on lock screens across Kindle E-Readers and Kindle Fire tablets. This strategy targets product categories.

Free Book Promo & Countdown Deals

Authors/ publishers opting for KDP Select Program can choose this additional strategy for Kindle E-Books.

Using the free book promo, a book can be provided for free on Kindle Unlimited (Lending) Library and on Kindle/ Amazon Store. This strategy can be run for up to 5 days once every 3 months.

The countdown deal enables the authors/ publishers to offer special discounts on their E-Books for limited periods.

Notes:

The Amazon advertisement for Kindle is only for the Kindle E-Books and Amazon KDP Print books on the Amazon Stores. It does not apply to other non-Kindle versions.

The Amazon advertisement for Kindle and KDP Print Books is only available on Amazon Global, Amazon UK, and a few other Amazon Marketplaces like Amazon- Germany, Italy, Spain, France.

Free Book Promo & Countdown Deals is available only on Amazon Global (Amazon.Com) and Amazon UK (Amazon.co.uk).

Related Article: Kindle Publishing or Kindle Direct Publishing (KDP)- a Short Evaluation

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

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SEO is an alternative to Google Search result marketing. SEO or Search Engine Optimization is a mechanism using which a web page can be made to appear on the first page in Search Results when a user searches for some specific keywords.

The SEO Mechanism uses a set of rules that make a webpage appear on the first page; some of these are:

# Search Engine, friendly content.

# The website must be fast and responsive to different screen sizes.

# The images must be optimized for size and load time.

# The URL must be friendly and straightforward.

# Title Tags and Meta Description and Keywords (these are entered at the coding level or backend of the website) must be described.

# The data must be structured i.e., the head, title, body, scripts tags must be used/adequately used. (these are entered at the coding level or backend of the website).

# Breadcrumbs must be used (these are rows of links to the previous pages or other categories on the top of the webpage).

# A properly configured navigation menu must be used.

# Anchor Links and Hyperlinks must be wisely used.

# Https must be used in the URL.

# The website must have an XML Sitemap, which is a road map to all the pages. This tells the Search Engine Robots that index the site from time to time about which pages to crawl to or about the relevant pages.

Among the above steps, the most elaborate is writing SEO friendly content for a page on your website. A standard Keyword Density has to be mentioned; i.e., the number of times a keyword can appear in the description cannot be too high or low and has to be standard. The contents must be updated from time to time. The number of times a keyword should appear in italics, bold, in the paragraph must be according to the standards. There are other rules, as well. If a page is targeted for multiple keywords, these rules will apply to all the keywords.

Why is Google Paid Search Result BETTER than SEO?

It is very tough to get ‘up to the mark’ all or to be precise most of the factors required by Google to make your page rank higher; it is an elaborate process. So, many people who can spend a considerable amount of money hire professionals to get their website SEO optimized not once but again and again.

After the elaborated process of getting your website SEO optimized, your website or webpages may not even appear on the first page in Google search. This might be due to a lesser number of visits after the optimization, or the competing websites may be better configured with better SEO optimized content. It becomes more apparent when many sites are delivering the same products or services or materials as yours, whatever their quality, maybe?

Comments :: SEO is Good but it is TOO HEAVY!

Google paid search will put your ‘search result ads’ on the top depending upon the bid and budget irrespective of the SEO. It saves time and money in experimenting with SEO. If your website is based on content and articles without any direct mode of income, then you have no option but to go for SEO. But if your website serves products or services or contents as products or subscriptions, Google Paid Search Result Ads will be a better option in the initial and mid-stages and the later stages when your business has grown. You can spend, and you may go with both or continue with higher investment into the paid search ads.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Google Paid Search Result is BETTER than SEO! appeared first on Publishing | Digital Marketing.

[Search result marketing can be used on all search engines like Google, Yahoo, Bing, etc. but as Google is the most widely used search engine, we recommend only Google.]

As Google search results are seen by the people searching for the specific thing they are looking for and thus this type of campaigns are served to the right kind of people omitting the necessity to display the ads to a larger section of people most of whom may not be looking for- that product or that product at that particular time.

It can be presumed that appearing in the top results can drive more sales provided the presentation of the features and details are perfect at your website, and competitive pricing is offered.

Comments

Google paid search advertisements are normally charged on a per-click basis. There is an option to pay based on impressions (generally per 1000 impressions) as well. The charge per click is moderate, and thus Google Paid search proves to be the best advertisement strategy for generating direct sales. However, the keywords must be adequately planned and improvised from time to time to minimize useless clicks.

Note: Social Media and Google Advertisement, when configured for a per-click or per lead-based budget strategy, will also be charged a specific amount for impressions. However, in this advertising budget strategy, this amount may be minimal in most cases.

For an impression-based budget strategy, there is no charge on clicks/ leads.

Google Display Network Advertisement

Ads on the Google display network appear as banner and sticker ads on websites that are on the Google Display Network and YouTube as YouTube is in the Google Network. This type of advertisement serves the right choice for driving sales as well as awareness at a moderate price. However, sometimes these ads, when shown repeatedly or on a website with a poor design, may seem unpleasant.

YouTube Video Commercial

Video commercial on YouTube serves as a standard choice for creating awareness. Direct sale is less expected with the price being on the high end; however, these video commercials catch the hype very soon and increases brand value.

Final Comments: When the target is direct sales, Google paid search as well as Amazon advertising provides better results. YouTube video advertising offers product and brand awareness in a very hyped sense.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Google Paid Search Result Ad, Display Ads & YouTube Ads appeared first on Publishing | Digital Marketing.

During the start of a Social Media advertisement campaign, there may be a spike in sales, but this will be short-lived, and later sales will be increased only through consistent and increased awareness with the continuation.

Twitter ads are costly, but Facebook, together with Instagram, provides cost-effective solutions for densely populated countries. Facebook and Instagram Campaigns tend to become a bit expensive in highly developed countries or countries with a low population density; however, Facebook and Instagram Ads always costs less over Twitter and LinkedIn Ads.

LinkedIn is a social network of employers, employees, and dignitaries of companies and the business industry. LinkedIn Advertisement can be very costly but are a robust option when the target of an advertisement campaign is recruitment or attracting an investor or any other professional exposure.

Some Important Types of Social Media Marketing Campaigns

• Awareness Campaigns
• Reach Campaigns
• Lead Generation Campaigns
• Website Traffic Generation Campaigns
• Post Engagement Campaigns
• Video Views Campaigns
• Followers Campaigns

Awareness Campaigns for Brands or Authors, or other Individuals and Reach Campaigns are targeted towards reaching more and more people. Ads may be shown as a single or multiple time over a specific period. It creates public awareness. These campaigns are charged for every 1000 impressions served and costs less than all other types of campaigns.

Post Engagement Campaigns are targeted towards post shares, likes, etc. these types of campaigns are moderately priced.

Page Like or Followers’ Campaigns are charged on per like/ follower basis and are very costly. Page like or follower campaign is available separately on Facebook Ads, but on Twitter and LinkedIn, there is no option to run a follower campaign; instead, the people may choose the following option or like an option or both from a post-engagement campaign.

Lead Generation Campaigns can be targeted towards the generation of leads, such as collecting customer information or form fill or other similar targets; these are charged on per lead basis and can be very costly.

Comments & Suggestions

# Social media marketing is best when it is targeted towards public awareness or customer base creation; it is not a very good option to generate direct sales.

# Awareness and Reach campaigns can be run from time to time to create awareness at a low cost. Post engagement campaigns can be used to generate awareness as well as public engagement, while Page Like or Followers’ campaign can be used to create a customer base; this may be costly but highly beneficial in the long run.

# Facebook has the most significant number of users and is the best option to target the general population. Face ads cost less over Twitter and LinkedIn ads and offers a variety of filter options w.r.t factors such as age, location, qualification, interest, behavior, job profile, etc.

# If the target is the standing class such as celebrities, writers, politicians, etc. Twitter will prove a better option. On the other, if the goal is the professional class, then LinkedIn will yield the best results.

Final Comment: Social media Marketing is the best option for brand name exposure and creating a customer base.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

The post Social Media Marketing- an Overview appeared first on Publishing | Digital Marketing.

The social media significantly refers to Facebook, Twitter, Instagram, LinkedIn, Pinterest, Reddit, Tumblr, WhatsApp, Snapchat, Viber, VK, etc. The search network comprises mainly of three major players Bing by Microsoft, Google Search, and Yahoo Search. Music and Video streaming channels include Netflix, Amazon Prime, Disney Plus, HBO, Spotify, etc. In the e-commerce segment, there might be many regional players, but the most significant global stores are Amazon, Alibaba, Rakuten, and eBay.

While many of the platforms among the different categories of digital marketing discussed above may not allow 3rd party advertising, most of them do. Now, among the platforms that I have reviewed, you may not have heard about some of them. This list will increase from time to time. However, it does not matter because, for the explanation, we can be concerned about popular ones for the time being.

The Most Popular Digital Marketing Types

a. Social Media Advertisement [Twitter, Facebook, Instagram, LinkedIn, Pinterest]

b. Paid Search Result [Google Search, Bing Search, Yahoo Search]*

c. Google Display Ads [stickers and banners across- websites and apps via Google]types of digital marketing

d. Ads on E-commerce Websites [Amazon, eBay, Etsy, etc.]

e. Ads on Online Video Channels. [Netflix, Hotstar, etc.]

*Among all the types of digital marketing, Google Paid Search Result Advertisement conducted with proper keyword planning seems to yield direct outcomes.

Advantages of Digital Marketing

• Ten times potential over flyers and brochures.
• Ten times potential and hassle-free than hoarding.
• Costs 50% less than newspaper and television channel ads.
• Costs 50% less as compared to hoarding advertisements.
• All the various types of digital marketing are easy to distribute.
• The target region can be limited to the national or regional level or run worldwide or in specific nations or regions.
• Cost-effective solutions.

As I speak about the different categories of digital marketing, I have only included paid marketing in my discussion. Actually, as a concept, any organic method, the most popular being social sharing, is not digital marketing at all.

The Most Effective Digital Marketing Channels amongst All the Types of Digital Marketing

• Facebook and Instagram Advertisement
• Twitter Advertisement
• LinkedIn Advertisement
• Google Paid Search Result
• Google Display Network Advertisement
• YouTube Advertisement
• Amazon Advertising

Apart from the types of digital marketing discussed, there is Content-Based Marketing, which is an intermediate between digital marketing and SEO.

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

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Thus, the midstream business class executed their marketing campaigns with the least strategy or planning, if any. It, though weakens the real potential of the advertisement campaign, the campaigns still seemed to work or perhaps work.

Effective Digital Marketing is Never Possible without Planning

The situation with digital marketing is quite different over traditional marketing. Without proper planning and strategy, the campaigns yield poor results.

In my career, also as the head of the digital marketing section here, since the past seven years, I came across a lot of business owners who complained that digital marketing is useless and does not give any result. Some of them alleged that they were doing it only as a trend because everybody is doing it. But they did not expect anything from it. They were just pushing a small amount of their ad budget into digital marketing in a neglected manner just to keep up with the trend, as they thought. In this way, people profoundly undermines the potential of digital marketing. Thus “effective digital marketing” was never realized for these businesses.

The fact is that digital marketing is 10 times cheaper than traditional marketing and 20 times more potential. One year of consistent digital marketing obviously with strategic planning can yield results equivalent to 3 years of traditional marketing. Majority of the businesses seemed to rely 80% on traditional marketing and 20% on digital marketing. My suggestion is not to quit traditional marketing but alter the ratio. The productivity of digital marketing will then be clearly visible.

Effectiveness of Digital Marketing- Reasons for the Underestimation

(i) In the traditional marketing sector, all the costs the advertisement incurs or let us say the cost price of the advertisement is hidden. While in the case of digital marketing, there is absolute transparency in the amount the advertiser pays to the advertising company or social media company or Google or other such entity.

As a result, in many cases, there is an extensive negotiation from the client. Consequently, the finalized rate is so low that smart advertisers who would undertake strategic planning, stay out. While only ‘nonsense’ advertisers who know nothing about strategy agree to work; and you can apprehend what they deliver.

(ii) The ‘nonsense’ advertisers gain more contracts with their cheap rates and deliver nothing influential. It makes the client assume that ‘effective digital marketing,’ is nothing but a theory.

(iii) Many people consider digital marketing to work in the same way as traditional marketing as they do not understand the importance of strategy and planning and thereby abstain from it to cut costs.

Thus, in this way, planning and strategy are left out as a result of which the actual potential of digital marketing in these cases remained dormant. While the clients get the misconception that digital marketing does not yield relevant results, and they have to persuade it only as a ‘trend.’

© 2020,  Mage Orange Publication.

Copyright reserved with the respective authors, co-authors & contributors. All ‘Publishing Rights’ reserved with ‘Mage Orange Publication & Technologies.’

The above content is an ‘extract’ from the ‘Mage Orange Publishing & Digital Marketing Magazine 2020.’  Any part of this article cannot be published, reproduced, or copied in any form whatsoever, without the permission of the publisher.

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A. Digital Marketing Planning & Strategy w.r.t Bid Type, Target Type, and Filters

Both social media advertisements and search result advertisements (such as Google paid search ads), provides different options for the bid type, target type, and use of filters.

Use of Filters in Digital Marketing Planning

Good digital marketing planning involves judicial and smart use of filters. Both social media marketing and paid search result marketing (Google) facilitates the use of filters to make the target audience-specific. These filters are but not limited to the following types: location, age, gender, educational qualification, job, employment category, interest, behavior, etc. Filters may be limited w.r.t. to the advertising platform with Facebook offering the maximum number of filters.

All the bid and target types and filters must be used judicially and in combinations to achieve good results. Running one campaign with a specific target and some filters would yield poor results. Multiple campaigns with different bid types, target types, and filters in cross-combinations must be run simultaneously or in alterations. There has to sufficient AB testing; but not mere experimentation with regards to the impact of the campaigns and audience reaction. The Digital Marketing Agency would thus have a huge role to play in this regard and act responsibly.

B. Digital Marketing Planning- the use of images, graphics, content and ad campaign designing

The digital media platform is highly potential but very challenging. In traditional marketing, for example, hoarding or a newspaper ad banner, we have plenty of time to show or force the ad. It is because here we can expect the audience to look at it for a while.

On the other hand, in case of a social media advertisement, we have only a couple of seconds to grab the attention of an audience. If we fail, he may scroll past the ad. Sometimes even irrespective of the fact that he required that product and its product is of very high quality.

We have estimated that we get only 1 second to grab the attention and 3 seconds to make a psychological impact.

To elaborate, let us take the example of an audience scrolling through the updates on his timeline. He would continue to scroll through ads in between the updates unless his attention is caught by an announcement that depicts a product that he requires.

If the product is not clear on the first glimpse, the viewer will scroll past it. If we can catch his attention, he would pause for just 2-3 seconds. Within this time, we must be able to attract him to click on the ad and read the entire message.

Thus, we have to set the campaigns and its contents must in such a way that on the first glimpse, the product is evident. Next, after a few seconds of watching, the message must be clear. Additionally, the design has to be clean and such that it fascinates the viewer and in no way confuses or annoys.

C. Minimizing Negative Outlook

In digital marketing, via one ad campaign, the audience comes to know about many aspects of the business, which is a high plus point but possesses a big challenge in itself.

Say if we are running a Facebook ad for a business. The client via the ad can come to know about the entire Facebook page, the website, and the detailed information about the organization. If these details are not updated or broken, it will create a negative impression.

Thus, while running a Facebook ad, a great commercial or campaign is not enough. We must set the page well, and the website must also be up to date and clean. Similarly, while running a Google ad campaign, in addition to a good website, an excellent social media presence is also advisable. It is the responsibility of the digital marketing agency to research these and keep the client informed.

D. Digital Marketing Planning- Campaign Switching

All the digital media companies deduct the ad budget on a bidding basis. There are times during which the competing advertisers place a very high bid so that their ads are shown more frequently. Also, there may be times when there may not be any potential traffic for a specific product, or the sentiments of the audience may be harmful. It may be due to unexpected factors such as riots, civil movement, natural calamity, aggressive display of advertisements on a particular festive day, e.t.c.

The advertisement agency has to pause specific ad campaigns while running others at this particular time of the day. This curbs unnecessary wastage of ad budget or a negative impression. Apart from this, the advertiser must also recognize the reason behind non-performing campaigns or ads and switch or replace them from time to time.

E. Digital Marketing Planning- Geographical Impact

An excellent advertiser must keep a close watch on the impact of different types of campaigns or campaign designs in different geographical locations for every campaign of a client. He must immediately take steps wherever necessary. He has to take care that the ad budget for a campaign in a particular region is not too concentrated or dilute. In this context, he must also suggest the client about a proper ad budget for a specific geographical region or a group of such regions.

F. Product Impact Planning & Suggestion

The advertiser has to track the audience’s response to the products of the client and make suggestions for improvements wherever necessary.

G. Digital Marketing Planning- Impact of Audience Psychology

Customer or audience psychology or emotion plays a significant role in digital marketing. I must mention here that robotic results such as robotic page follows or post likes or video views or whatever, is absolutely futile and only a lousy advertiser would suggest such a waste. ‘Robotic result,’ is a mere showoff rather than marketing.

Sometimes good brands with the right products fail due to bad advertisements that cannot bind customer emotion. On the contrary, occasionally not-so-good brands do well owing to the great advertising. I do not here recommend that you should cut down on the quality while concentrating on a better ad; you must be committed and dedicated to your customers for long time success.

Justified digital marketing planning and strategy mold customer psychology and are vital for success. Repetition of an ad over a long time leads to the memorization of the brand name. It directly or indirectly influences the choice and preference of the customers. However, such repeated ads must be supplemented by campaigns with variation to generate keen interest in the product. Campaigns portraying emotional attachment with the customers or quality assurance would deepen the impact. The ads must be clean and sleek to increase ‘reputation’ & ‘hype.’ Furthermore, the reasons for ineffectiveness must be worked upon!

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