EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 3

Search Engine Optimization or SEO
It is wisely said that "If your business cant be found on the search engines, you basically don't exist."

What is SEO?

Marketing tactics to get high natural search rankings in search engines for keywords that are important to your business. It helps significantly to increase targeted traffic to your website.

Who are the Search Engine Players?

• Google: 88.8%
• Bing: 6.2%
• Yahoo: 3.4%
• Ask.com: 1.2%
• Others: 0.4%

Search Engine's Goals and Objectives

1. Accumulate large index (database) of web documents to search
2. Provide highly relevant results to users (even better than competitors)
3. Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic.

Anatomy of a Search Engine:

• Search Box on the Top
• Just below the search box and on the right side of the page, there is sponsored listings or PPC
• Below sponsored listings is organic results or SERPs. (search engine result pages)

How do Search Engines Work?

• Spider "crawls" the web to find new documents i.e. Web pages typically by following hyperlinks from websites already in the database.
• Then search engine indexes the content (text, HTML codes) in these documents by adding it to their huge databases and periodically updates this content.
• After this, search engine searches its own database when user enters in a search to find related documents.
• Finally search engine ranks resulting documents using an algorithm that assigns various weights to various ranking factors keeping the most relevant on the top.

Google Query Life Cycle

• Query comes
• It goes into Google web servers
• The google web servers then indexes their database servers
• Google then document these servers
• And finally it goes to the Google user.

Know More about  EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 3


About Us


DGMC is supported by its parent body Rajasthani Sammelan which has been in the field of education for the past 60 years. The educational body supports and facilitates learning activity for approximately 14000 students from primary to post-graduation.

Today’s young media generation is highly equipped with technology that enables them to imagine, visualize and innovate. This is an important reason for the large amount of eminent independent production across various media portals. Youngsters, dedicated to hard work have managed to create wonders with their innovative way of communication.

EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 2

Tools and Channels of Digital Marketing
Marketing has changed quite a bit since the Internet became a new channel to reach prospects and customers. While old school channels like television, radio, magazines, etc. are still important to marketing plans and strategies, inbound marketing is also extremely important. In the years that marketers have taken over the Internet, some vital lessons have been learned. There are different tactics, practices, results, and tons of curve balls in the game of Digital Marketing.

Along with these, there are some amazing marketing tools that can help make reaching your audience, creating online marketing campaigns, engaging with customers, and measuring results, a lot easier.

Here is a list of essential digital marketing tools that are sure to help in your overall marketing goals.Website

A well designed website is one of the most primary tool of digital marketing. Before creating a website, it is important for you to ask yourself these questions:

• Why you need a website?
• What will be your domain name? Who will be your hosting provider?
• What will be your logo look like?
• What kind of content you will cover in your website?

A website is important which can be a brand itself of your company and will add credibility of your organization. It is important for you to keep in mind these points:

There should be a logical roadmap i.e. Your vision should be clear for creating a website. Keep it simple, sober with minimum usage of flash.

Crucial Information

You should cover all important information about your business. Take any XYZ restaurant, for example —  "everyone wants music and in their giant 'about' page," the basic things like the menu, contact information and directions should be integral. 

Correct contact information

How many times do you visit a website and think 'how hard is to contact this company?' Have a number, email, address and a contact form easily accessible and visible,". It makes a difference because there's nothing more frustrating than being unable to get in touch with a needed business or service.

Clear navigation

A map is useless without a legend and a website is useless without clear navigation. Make sure you use easy-to-understand and logical names for the various pages of your site — contact, about, FAQ, etc. Being clever or cryptic will just be a turnoff for users. When developing your navigation strategy, you should consider a call to action. What is it that you want people to do on your site? Place an order? Email for a quote? Become a member? Come to your brick-and-mortar store? Call to speak with a customer service rep? Make your goals clear and obvious.

Security

If you're selling anything online, you need to put some effort into securing your site with an SSL certificate. The SSL will encrypt communications between you and your clients (i.e. a credit card number, Social Security number), which will allay their fears of providing such information, since there's so much identity theft on the web.

Social Media Integration

There are a lot of social platforms out there, and you should promote your presence on them on your website like Twitter, Facebook, YouTube, Pinterest, Google+, LinkedIn, Foursquare. Integrating these platforms into your website will help boost your SEO, improve your business' footprint on the social web and build your following across numerous social platforms.

A mobile ready platform

Smartphones and tablets are driving an increasing amount of web traffic, and the numbers are only going to grow as mobile devices become cheaper and more mainstream. Andy Chu, director of Bing for Mobile, says 70% of task completion happens within one hour on mobile sites, meaning that people are often browsing on the web with intent — they're looking to do something, buy something or go somewhere. If someone searches for a restaurant on his smartphone, he's likely to eat at that restaurant within the hour, says Chu. So your website better be readable on handheld devices.

 Know More About  EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 2

About Us

DGMC is supported by its parent body Rajasthani Sammelan which has been in the field of education for the past 60 years. The educational body supports and facilitates learning activity for approximately 14000 students from primary to post-graduation.

Today’s young media generation is highly equipped with technology that enables them to imagine, visualize and innovate. This is an important reason for the large amount of eminent independent production across various media portals. Youngsters, dedicated to hard work have managed to create wonders with their innovative way of communication.

EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 1

Introduction to Digital Marketing
“A website must be supported with marketing and advertising if it is to become a true business channel” – Sam Saltis (Founder & CEO @ bwired)

What is the Marketing Process?

• Attraction
• Conversion
• Retention

What is Digital Marketing?

Digital Marketing is the advancement of your organization or brand using one or more of the various digital channels, such as email, cellular phones and social networks.

The Digital Landscape

• What are your goals?
• What do you want?
• What are your needs?
• What you can afford?
• Who are your consumers?

Students? Adults? Children? Corporates ? It can be anyone of these or maybe all of them.

Why has Digital Marketing become so popular?

The key drivers are:

• Relationship Building
It is one of the most powerful weapons for the long term retention. You can create long term values with effective relationship building. Maintaining regular communication with your clients is aided efficiently through digital channels. For example: Amazon emails suggesting products you may like if you simply subscribe on their website.

• Measurability
Digital Marketing offers substantial opportunities to measure everything, starting from ROI to engagement and behaviour. There are two classifications of measurements: Quantitative and qualitative. 

Quantitative measurements can be easily counted, measured or weighed. Qualitative measurements cannot be easily measured and are more sensory, behavioral, and even emotional. While quantitative items are easy to measure, the qualitative takes more effort and analysis. The key to success is to find a way to correlate the immeasurable with the measurable. 

In digital marketing, there are quantitative measurements (views, clicks, volume i.e. Number of likes and tweets, time) and qualitative (complaints, feedback from surveys). With the help of Google Analytics you can check various number of things for your website. Like how many people clicked your site, how many bounced back, how many visited your site again and so on.

• Cost
Heightened by downturn, usage of digital channels is highly cost effective. 

Let us understand this with an example:
Mr Ajay has been appointed for promoting a National Art Exhibition. So he identified around 4000 people within a 50 miles radius fitting into predefined criteria. He worked with designers to create invites. Then he got those invites printed for all the 4000 people. He hired a person who stuffed those invites in an envelope and also got it posted to those people. It involved transportation as well as other overhead costs. 

After this was done, he noticed that only 65 people responded to his invites out of 4000 and out of this 65, 10 people said they won’t be able to attend the exhibition. 

He asked himself a few questions
- Why so low response?
- How many actually received the invites or how many looked at the invite?
- How many wanted some more information?
- How many actually saw it and read and decided to come? 

He was not happy that after such a hard work and spending so much, only 55 people attended the exhibition. Had he been done the same inviting via Digital Marketing, considering email marketing as an option, he would have saved a lot and response would have been much better. How? Please check below.

Know More About  EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 1

About Us

DGMC is supported by its parent body Rajasthani Sammelan which has been in the field of education for the past 60 years. The educational body supports and facilitates learning activity for approximately 14000 students from primary to post-graduation.

Today’s young media generation is highly equipped with technology that enables them to imagine, visualize and innovate. This is an important reason for the large amount of eminent independent production across various media portals. Youngsters, dedicated to hard work have managed to create wonders with their innovative way of communication.

Net Neutrality!!

Nowadays there is a debate on “Net Neutrality” between Internet Service Providers (ISPs), telecom operators, regulatory bodies and content providers who are also referred to as OTT (Over The Top) players.

Net Neutrality is defined as the principle that all internet traffic has to be treated equally by ISPs, irrespective of content, sender, recipient, device or platform of data consumption.

It also says that ISPs cannot adopt a differential pricing strategy to its subscribers and that all subscribers should be treated equally by the ISPs in terms of quality of services provided by them.   

I hold the view that ISPs should be allowed to adopt differential pricing in a scenario where there is scarcity of spectrum which leads to network congestion. Especially when spectrum is auctioned at very high prices because it is a finite resource. Let’s equate the ISPs to a courier service provider. The courier service provider delivers shipment in an express mode by charging higher to the consumers. Whereas shipments of consumers, who pay regular ordinary charges, are delivered through normal mode. Or for that matter when one books a Tatkal ticket he is charged more to jump the waiting list.

Similarly ISPs should be allowed to adopt differential pricing based on quality and speed of services provided to the consumer.

On the other hand I agree that Net Neutrality has to be enforced to ensure that all internet traffic is treated equally irrespective of content, sender, recipient, device or platform of data consumption, which I believe have no relation with the quality of services provided by the ISPs.

Even the demand of telecom operators for a revenue share from OTT players is unjustified. There is no logic in that. It’s like the ISP asking an e-commerce portal to share its revenue from the sales done to an online shopper!! The shopper is buying products, services or content from a particular website because of the offerings made by that website which has no relation with the quality of service provided by an ISP.

Vishal Desai

Faculty

www.dgmcms.org.in

Vishal Desai is a permanent faculty member at DGMCMS. He is an alumnus of Narsee Monjee Institute of Management Studies, Mumbai. He has experience of 12 years in marketing, sales, product management and key accounts management at key positions in leading entertainment companies like Zapak Digital Entertainment Ltd. (Reliance Entertainment), Shemaroo Entertainment Ltd. and Milestone Interactive Group. He has managed mega entertainment brands like Slumdog Millionaire, Dhamaal, Chandni Chowk To China, Bal Ganesh, Spiderman, Batman and many more.

Anthropology of Fashion

There is a lot of fashion going around the world. Indian fashion is getting more and more global. Many of our traditional outfits are being given a fusion look, to westernising them for contemporary use. But for most Indians, the western outfits look like total misfits. The western outfits are as alien on the indian body as indian ethnic wear is on foreign bodies. So is there an evolution of fashion along with human evolution that supports the opinion that "a person looks most attractive in the traditional clothes of his/her root community"?? Are we, Indians, trying too hard to fit into that western wear that is probably not meant for us and trying to compete with our western counterparts? Or do we just have a terrible sense of fashion?

As much as I appreciate foreigners in Indian attire, I have always felt that Indian attire doesnt suit many non-Indians. A white blonde woman looks too pale for a rich, colourful indian saree or salwar kameez. Similarly a white man looks equally foreign to an Indian dress, be it sherwani, kurta-pajama, dhoti or lungi. The same stands true for a black person or asian or any other race. It's not just about colour combination. I strongly feel that its also about race as well. A salwar suit just seems like a loose misfit on tall, slender and (sometimes) athletic white women. They also dont look very convincing on a short haired african woman and many times too tight to fit into. No woman can look sexier in a saree than an Indian woman! Why is that?

Every community's clothing has evolved over a long period of time depending upon various factors such as body shape, colour, climate etc. Most of us are mix between the aryan and dravidian race over last few thousand years. We have coloured skin. We have smaller heads, rounder face, bigger eyes, smaller foreheads, bigger lips, less sharper nose etc compared to white race. We seem to have a tendency of putting on fat around the face and other parts of body and this becomes prominent due to our short height. All these seem to be beautifully hidden under our traditional clothes and we look so attractive in ethnic wear! 

But many of us look so ugly trying to fit into western wear. The aryan race up in extreme north India is genetically close to european race and that's why, probably, people from that part of India can fit into both- the indian and western wear. But for most of us, the western wear doesnt seem to be the solution. A large portion of Indian youth feels rejected at the thought of not looking as good as an average westerner even with the latest fashion on. 

The question is- 

Is there a solution for 'Indianising' western outfits for indian race? 

Is indian fashion only made for the north indians?

Are we demoralising the Aryan-dravidian mix race people and dravidian race people by promoting fashion that seems to suit only the Aryan featured people?

Saswat Mahapatra

Assistant Professor

www.dgmcms.org.in 

Saswat is a design alumnus from Glasgow School of Art, UK. He is a British Council Fellow and comes with a diverse professional experience in the field of television production, animation, game design and illustration/graphic design. He has worked with brands like Walt Disney India, BBC Scotland, Channel 4 London, Cartoon Network India, Cambridge University Press UK and few others. His projects have been funded by British Council, Art & Humanities Research Council UK, Science & Innovation Network UK (British High Commission) and Scottish Institute for Enterprises. He has been involved in collaboration with Falmouth University UK and IIT Bombay.