digital marketing for b2b service industry
TRANSCRIPT
Digital Marketing Practicals for B2B Service Industry
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
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Digital Marketing Spectrum ... Web
Search Social Media
Mobile Online Marketplace
Online Directory Services
Email and Surveys
Analytics
Web 1.0
Web 2.0
E-Commerce
SM Presence
SM Management
Web Promotion
SM Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social Search
SMS Content
Mobile App
Mobile Commerce
B2B
b2B
B2C
C2C
Online Directory
Online Reviews
Email Marketing
Online surveys
Analytics
Big Data
Gamification
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B2B Digital Marketing
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• Focused towards Business Community • Content and Knowledge • Engagement - Push Content to Customers, Pull Customers to Content • Tools are many and easy to learn, the difference lies in creative application of tools
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Managing Your Presence on Web
and Mobile
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
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Website
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Website
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What do you think are missing?
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Website
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Content. Knowledge. Relevant. Geo-location
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Website
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Engagement. “Push Content to Customer”
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Website
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Videos. Podcasts. Blogs Social Media Integration
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Website
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Expert Connect
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Mobile
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2014: The Year of Mobile Revolution
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Website
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Do I have a Mobile Website?
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Website
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Mobile Website. Mobile App.
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Search Marketing
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
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Search Marketing
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Search Engine Optimisation (SEO). Search Engine Marketing (SEM).
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On Page SEO
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On Page SEO
Meta Title
Permalink
Meta Description
Keywords
Header Tags
Alt Attribute
Keyword in Website Content
Page Loading
Time
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Off Page SEO
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Off Page SEO
Back Links from Other
Websites
Social Media
Presence
Articles Reputation
Popularity
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SEO and SEM
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SEO
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Perma link
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“Back Link”
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www.mywebsite.com www.yourwebsite.com
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Search Engine Marketing: PPC, PPM, CTR
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
PPC = Pay Per Click
PPM = Pay Per Mille
CTR = Click Through Rate
Search Engine Marketing: Google Adwords
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
Campaign
Ad Group 1
Ad 1 Ad 2
Ad Group 2
Ad 3
• Campaign type • Device • Locations • Language • Bid Strategy • Budget
• Keywords (Adwords)
• Description • Image • Links
Search Engine Marketing: Defining Appropriate Adwords
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Usage
Competition
Relevance
Real Time Bidding: Ad Networks
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Demand and Supply Side Platforms, Remarketing: Ad Exchanges
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Using Social Media Effectively for B2B Service Industry
Friday, August 22, 2014 (c) Atanu Ghosh
Atanu Ghosh, BE (JU), PGDM (IIMB) [email protected]
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Social Media Space
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Using Twitter
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Spot the Differences
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Using Facebook
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Types of Promotion
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Using Facebook
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Promotion Delivery
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Using Facebook
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Targeting a Promotion
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Using Facebook
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Bidding for a Promotion
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Using Facebook
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Retargeting
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Using LinkedIn
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LinkedIn Company Page
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Using LinkedIn
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Promotions through LinkedIn
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Using LinkedIn
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Types of Promotion
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Using LinkedIn
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Promotion Delivery
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Using LinkedIn
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Targeting a Promotion
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Using LinkedIn
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Bidding for a Promotion
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Using YouTube
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Company Channel 40
Using Google+
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Google+ Company Page
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Google+ Advantage
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• Easy Visibility to Google Search Engine • Integrated with Google Place • Integrated with YouTube Channel • Google Hangout • Hangouts on Air • Video Hangout
Google Hangout
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B2B Live Connect to Customers, Prospects,
Employees, Stakeholders
Building a Digital Marketing Strategy Web
Search Social Media
Mobile Online Marketplace
Online Directory Services
Email and Surveys
Analytics
Web 1.0
Web 2.0
E-Commerce
SM Presence
SM Management
Web Promotion
SM Promotion
S-Commerce
SEO
Paid Search
Search Analytics
Social Search
SMS Content
Mobile App
Mobile Commerce
B2B
b2B
B2C
C2C
Online Directory
Online Reviews
Email Marketing
Online surveys
Analytics
Big Data
Phase I Phase II
Friday, August 22, 2014 Nevaeh Institute of Digital Marketing
Building a Digital Marketing Campaign
Sample Campaign Plan
