#Internet journey that started from zero has now moved to almost 1Bn users! Hence, we should look at digital from Generation Next perspective! #digital2021

1. DIGITAL 3.0
SWTICHING THE POWER: OFF - ON
“YOU CAN’T SELL ANYTHING IF YOU CAN’T
TELL ANYTHING.”

2. From Zero to One
Hello to Digital
Internet journey that started from zero has
now moved to almost 1Bn users!
Hence, we should look at digital from
Generation Next perserpective!

3. Digital marketing Facts
changing trends
As for May of 2020, Google was responsible for 67% of all
smartphone search traffic, and 94% of total organic traffic
Search engines drive 93% of all website traffic.
As for January, 2020, about 95.88% of all searches in Google
are four words or more.
69% of searchers is using their phone to help them make a
decision about an in-store purchase.
87% of video marketers say that video has increased traffic to
their website

4. Why brands
chose digital?
The main factor is a shift from man-made to
automated mediums.
Digital medium seeing the benefits of
precise/customized targeting.
The rising smartphone penetration is anticipated to
grow up by 800 million over the next half-decade.
The upsurge in the robotics and artificial intelligence.
And there are various other factors responsible as
well.
What led to this transformation?

5. 3W's & H Theory
Why? What? When?
How?
Why do we do what
we do on digital?
What do we do that
makes an impact?
When do we do it to
make the most of our
effort?

6. The How: Where to start
Earned Media
You are invited in friends functions, parties &
events where you have an amazing experience
& food! You earned it!
03
Owned Media
You have invited your guest for an amazing
dinner at your place, you are the host of the
party!
01 Paid Media
To develop more taste, experience cuisines, we
often go to great restaurants, hotels & have best
of the food & experience and we pay for it!
02

7. Owned: Earned: Paid

8. Owned Media
You have the freedom
to choose your platform.
Website + Social Media Channels + Emailers

9. The number one search result
in Google’s organic search
results has an average CTR of
31.7%
Website Discovery
93%
Search engines drives
of all website traffic

10. Good design matters
W
Have good Hosting
Picking a hosting platform with the
right resources for your business
will set the stage foryour website
and business in the digital realm.
Effective URL
Make it relevant
Keep it short & effective
Keep the user in mind
Content is the king
Create useful content & update it
regularly to maintain brand
relevancy & your voice in the
market

11. • Who is your ideal customer?
•Where are they located?
• Where do they spend their time online?
• What words and terms might they use
to search for companies like ours?
• What is their likely intent behind each
search query?
SEO Strategy
Your SEO strategy should begin with these questions:

12. Optimise your website
Titles & Meta
Descriptions
These two short
pieces of information
are generally
the first impression
you get to make on a
potential website
visitor, so make
them count.
On-page content needs to
be written and presented
so that it can be used by
your site’s visitors to
answer the questions they
have. Search engines exist
to help people find what
they are looking for on the
Internet.
Your on-page content
should include the words
and phrases that you
want to rank for. If you
want people to find your
site when they are
searching for courses,
then you’d better have the
words Courses on your
site.
search engines now look
at the quality of sites from
which those links
originate. If the links look
“spammy” or are
irrelevant to the website
they link to, the links will
be discounted and the site
possibly be penalized for
low quality links
Content
Relevancy
Target Keywords Gain Link from
high traffic sites

13. The Meta's game
A page’s title is the heading that shows up in the search results and it is also
the name that appears on the tab or window when you are on the page in a
web browser. A meta description, on the other hand, is the information that
shows up below the title in search results.

14. Keywords classification
Long Tail Keywords
“long tail keywords” can actually
be more productive and result
in better qualified traffic coming
to your site.
As an example, instead of
targeting just the phrase “Fashion
Courses,” you may
want to target a phrase like “Best
Fashion courses in Delhi/India.
Short Tail Keywords
Short tail keywords give quick
results & are often high
competitive keywords.
Fashion courses, Fashion Institute,
Design college are some of the
examples
Business Keywords
We can segregate specific
business keywords & optimise our
pages & content basis that.
For eg, "Fashion courses fee",
Pearl design course fee in
mumbai"

15. In a nutshell

16. W
The ABC's of Social
Media Marketing
AWARENESS
GET PEOPLE INTERESTED
The first step of social media marketing is
to be present where consumer is
present. Talk to them, engage them, tell
them a story, make them aware of you!
BRAND LOYALTY
GET PEOPLE INTERESTED
Convert impression to dialogue.
Converse & engage them through
different content formats & make sure
they don't leave you.
COMMUNITY
GET PEOPLE ENGAGED
Build a community that care! Put a reason
behind the community building & make it
an integral part of our campaigns.

17. awareness– consideration- engage
–intend-advocacy-community

18. content formats &
Channels

19. Sample Content plan

20. Paid Media
You have the freedom
to choose your platform.
Google Search + Display +
Facebook Ads

21. “Google only
loves you when
everyone else
loves you first.”
90% of searchers haven’t made their mind up
about a brand before starting their search.
Paid Media: Google
Marketing Solutions

22. Ways to target customers
Demographic &
Geo Targeting
Target customers
based on Income,
Age, Gender,
Ethnicity, Interests.
Target customers
based on where
they use their
computers.
Contextual
relevant targeting
The amount of time
When a consumer
Create a profile that
links to that visitors
web browsers.
The searches that a
consumer makes, the
links that they click on
they view each page.
visit a website.
Targeting prospects
who have similar
characteristics to
current customers
Used to build larger
audiences from
smaller audience
segments to create
reach
Retargeting ads may
appear just about
anywhere they might
Able to segment
visitors and and tailor
the retargeting ads to
each group
go online.
Behaviour
targeting
Look Alike Re-targeting

23. type of ads on google
Google Search
Always on approach on
brand keywords.
target generic & competitors
keywords
01
Re-Marketing
Re-marketing on search-
targeting category keywords
& customer history.
Re-mmarketing on google
display
02
Placement
Target webistes most
relevant & contextual to
our category. For eg.,
For pearl- Fashion
blogs, Design Articles &
blogs are most
contextual
03
Click-to Call Ads
Click to call campaigns on
mobile to generate calls.
Call extension on desktop &
tabs to generate incoming
calls.
04 05
Integrated CM
Target Interest category like
Jwellery Design, IFFTI, FDCI
Websites

24. variants of an ad copy on google
Toll Free no.
Click to Call campaigns on mobile to drive
incoming calls.
03
Site Links
Site Links to showcase different services or
promote other page.
01 Location Extension
Location extension for the location where we
have delivery points. In case of e-commerce,
events, it comes handly.
02
Review Extension
You are invited in friends functions, parties &
events where you have an amazing experience
& food! You earned it!
04

25. Site Links
Site Links to showcase different services or
promote other page. Here they are promoting
Scholarship, placement & other links.
Click To Call Extension
Call ad looks similar to this, where there is a no
displayed which allow user to directly call on
that number.
sample of ads
01
03
Location
Call ad looks similar to this, where there is a no
displayed which allow user to directly call on
that number.
02

26. Cohesive campaigns
A campaign is simply a series of
ads that share a common theme
and are designed to work together
The most effective campaigns are
cohesive; they tie everything
— your keywords, your ad groups,
etc. — together so that you
aren’t putting out conflicting
messages with your ads
01
Relevant Ad
placement
The best ad placements are
contextual to what the person
seeing the ad is doing, seeing or
reading at that time
Contextual advertising —
advertising goods or services that
are related to what somebody
is doing, seeing or reading — has
been shown to be highly
effective.
02
Ad Rank & Ad
position
your ad position refers to where
your ad falls among the ads
placed around specific search
results. In a traditional advertising
auction, the person who is willing
to pay the most gets the best
placement. That’s not necessarily
true in ad placement bidding for
search engines.
03
Key components of SEM
Google AD Rank
If your Ad Rank isn’t high enough,
your ad may not show up at
all because Google feels that it
isn’t really relevant to the
searcher’s query.
, Ad Rank is calculated separately
for every search query your ad
may be eligible for in order to
determine if and where your ad
will be placed.
04

27. You need to bid just better than
your competitors to outbid them
for the ad position
Your maximum Bid
including historic and expected
click through rates (CTR), the
relevance of your ad to the
searcher’s query, and the quality
and relevance of your landing page.
Your Quality Score
including phone numbers,
sitelinks, and the presence of your
website’s domain in the ad headline
Expected impacts of
Ad Formats
3 Core elements
of Ad Rank

28. Earned Media
You have the freedom
to choose your platform.
Influencers + Referrals + Public
Social Mentions

29. Creating and engaging an inner-circle of
Top 50 influencers across industry vertices
(tech, lifestyle, travel, food etc) to get first
hand feedback and ideas from
It will help us foster a long term relationship
with the bloggers, gain consumer insights
and organic endorsements from influencers
Formation of Self Assistance Group of Super
Internet Users leading to an effective ORM
mechanism
Digital PR &
Inner Circle
Earned Media: Engage
Reviews both organic and paid to
reach the diverse target group
through both video and text formats
Lifestyle Bloggers
Fashion/Design Bloggers
Youtubers
Real time interaction & riding on the
wave of real time content.
Collaborate with social evangelists +
use own assets to leverage the
interaction wave & gain impressions &
eye balls.
Reviews & Blogs RTM's & Interactions

30. Your
Destination
Your objective/Goal of any
initiative you take on digital
should be clearly deifned &
measured
Your
Vehicles
Your
companions
+ + = Successful
Journey
The platform you chose to
influence your audience is
always a gae changer.
Chose the right platform with
right communication
Know your target audience
in detail & target the right
content to the right audience.
They will become your
companion of the journey.
ROI

31. Take advantage of the tools available.
Making the most out
of the internet
Social media
channels
Automated
customer service
Seamless
ecommerce platform
Analytic tools
and reporting

32. - Tom Fishburne
“The best marketing
doesn't feel like marketing.”

33. Open for
discussion
Phone Number
9599902543
Email Address
anuj.sharma@pearlacademy.com
linkedin
https://www.linkedin.com/in/catchanujj/
We'd love to talk about
all things marketing.