Digital Marketing For Dummies: Marketing Techniques For Online Success

1. Introduction: Hi, I'm Ricky Lahiri. I'm a decision scientist by training with about seven years of academic research experience in decision sciences, consumer behavior, and marketing research and another five years working in industry as an operations and finance consultant. In this course, I want to cut through the noise around digital marketing, no hacks, no buzzwords, just a clear, structured way to think about how people actually make decisions online and how you can design marketing strategies around that. This course is designed specifically for beginners and for anyone who wants a solid practical foundation in digital marketing. You don't need prior experience. Everything is broken down step by step with clear examples and simple frameworks. We will cover the full digital marketing stack, search engine optimization, social media marketing, email marketing, paper click and online advertising, and how to measure performance using the right key metrics. Throughout the course, we'll focus on why certain campaigns why others fail and how consumer behavior and data explain both. As you go through the class, you'll also create a one page digital marketing startup plan for a product service or personal brand as a project. You will define your target audience, choose a primary platform, outline one traffic strategy, set a clear conversion goal, and decide on one metric to track success. The idea is to help you move from theory to action fast. Whether you're a student, a founder, a marketer, or simply someone who wants to learn digital marketing from the ground up, this course is built to give you tools you can actually use. Let's get started. 2. What Is Digital Marketing?: Hey, everyone. Welcome to a new lecture. And today, I'm going to talk about the digital marketing phenomena that has come into play ever since the Internet took off in the 90s or late 80s, right? And initially when the Internet took off, people realized that it could be used for digital marketing anything because people were consuming content. And thus, what people do even on traditional mediums like the television or radio, right? You had radio ads, television ads, and when people started consuming content on the Internet, people realize while consumers are watching content, it's possible to insert ads, insert different marketing campaigns, all of that. So that is how digital marketing came into being, right? When people started understanding that you can market through email, you can market through search engine optimization. You can market through social media. You can market on platforms such as Amazon, et cetera. You can show ads, display ads wherever people are consuming content. Be it educational content or entertainment content. Wherever people are searching, consuming content, pifying content, et cetera, all of that, wherever people are reading something, doing something in the sense that watching videos, watching movies, et cetera, you can insert ads. That is how digital marketing came into being. That is a fundamental foundation of digital marketing. So what is digital marketing all about? Well, basically, you take traditional marketing and you convert that for electronic devices on the Internet to promote products and services effectively. That is digital marketing, right? Essentially, you're doing the same thing as traditional marketing. Traditional marketing ads will appear on TV, digital marketing ads will appear on YouTube, social media, Amazon, all of that, and you're essentially doing the same thing. You're selling stuff, you're promoting products and services effectively, but you're doing so using. Electronic devices. Simple as that. We're doing so using computers, laptops, and mobiles, no rocket science. So what are the key digital channels, well, search engines such as Google being people go there search for stuff, and even the four AI we or rather the four AI people were actually searching for stuff, and Google would rate everything on the Internet based on how popular stuff were, how popular a certain keyword search keyword was. And so essentially, because of search engines, consumers could be shown at in their search results or when they clicked on websites, they will be shown ads on websites. So essentially, the digital channels include search engines, social media, email, websites. And the idea is to engage customers and future prospects or prospects in the sense punters or prospers or whatever word you use. People who will be consuming content and will be shown as and maybe some of these people will buy something based on the ads. That is digital marketing. Simple as that. There was other digital channels, Facebook, Twitter, YouTube, Google search engine, Google search, Amazon web store, you know, different web stores. Anywhere anywhere people are consuming content of browsing or searching for products or searching for content, searching for articles, searching for some service, you can show related ads to people, right? For instance, if people are searching for, let's say, on Google, people are searching for a website, which basically talks about traveling to Japan. People find that website. First of all, Google search results will show some ads. People find the website, click on it, go into the website. And there on this website, there will be ads for Listen, Macha Macha is a Japanese t right. There'll be ads for sushi restaurants. Because you're searching for Japanese travel experiences, you will be shown ads that are related to it, and this is the greatest difference between traditional marketing and digital marketing. Traditional marketing, you buy ad space. You have a program such as the NBA final, the Super Bowl, the World Cup, football, or rather soccer final going on, and people bid and try to ad space, try to get space during the program where they can display their ads, right? And depending on the enormity of the event in question, ads can do really well or really poorly, right? If, let's say you have a Super Bowl going on and someone decides to show their company products and, you know, their ads during the Super Bowl break on the big screen, they'll make a huge, huge difference in terms of visibility. The company, the problem becomes more visible. But digital marketing is different. You can advertise anywhere, and the advertising is more scientific. It's based on demographics, what people search for, what people in a particular area are searching for. What people in a particular country are consuming. What is trending? So ads will be shown to consumers based on what is trending, right? So that is the key difference between digital marketing and traditional marketing. Traditional marketing, you don't take into account consumer behavior, what people are seeing, what people are watching, what is trending, what is not trending. None of that matters. Digital marketing because it utilizes the recommended systems, which recommends ads based on a consumer's personal browsing history or what the consumer is browsing at the moment, or what the trend is in a particular region, country, Pinco, et cetera, because digital marketing takes all of these into account, is far more scientific. And it has been growing in importance in 2023, for instance, the data says $550 billion was spent in digital marketing by companies. So it's very crucial. Digital marketing strategies are very important. Digital marketing has a huge role in determining whether a product will be successful, whether by marketing, you get return on investment and customer acquisition, and the product will be successful because ultimately the aim of marketing is to acquire customers and everything depends on how expensive it becomes to acquire customers. You want an ad during the Super Bowl break, that'll make you break the bank. You'll have to break the bank to buy that slot. But digital marketing, if you're very smart, if you're doing influencer marketing, if you're doing social media marketing, targeting based on demographics, on trends, et cetera, then you can get much more return on investment and much more customer acquisition just based on using digital channels to market and using digital channels to deliver your ads. Now, I've mentioned the key differences between digital marketing and traditional marketing. Let's go through this again. You know, traditional marketing uses offline channels like print newspapers, for instance, magazines, for instance, TV television programs, you'll have ads inserted in between television programs. There are television breaks every 5 minutes or every 10 minutes when you're watching TV show and during those breaks, you'll be shown ads. Obviously, there are radio ads to this. It's old school radio ads, right? Radio ads used to be the norm back in the day. When radio was a big thing. Before that, as would appear in newspapers, ads would appear in magazines. So advertisement has been going on for a long time, but digital marketing has revolutionized and given people far more number of channels than those that were available to older generations of marketers who could only market their products during TV shows, radio shows, or even in newspapers, right? So digital marketing operates completely online, and the communication style is two way, right? Digital marketing enables two way communication and immediate feedback, unlike traditional marketing. What do you mean by that? Think about it, you start a marketing campaign on social media. You can track every metric of your marketing campaign. You start a traditional marketing campaign on TV. You cannot track every metric of marketing campaign. All you know is, you know, how many people are watching a particular show, but are they watching watching your ads? Are they interacting with your ads? You have no way of knowing that, right? You know the TRP of, let's say, news channel, and on that news channel, you're displaying your ad. Every 10 minutes when there's a break, you're showing ads. But you cannot measure the engagement. You cannot measure how many people are actually engaging with that. In digital marketing, when you show an ad on YouTube or Google, you can measure who is clicking on the ad. Right? Who's clicking on the back links so as to take them to the product page, you can measure all of that. So digital marketing is easier to measure as compared to traditional marketing. And remember, digital marketing is cost efficient. Offers better cost efficiency and return on investment. Many companies have seen far improved conversion rates. What do I mean by conversion rates? Well, you show an ad. If that converts into a sell, a sale, rather, if that converts into a sale, that's your conversion rate. You show an ad to 100,000 people and 1,000 people buy a product. So your conversion rate is 1%, right? So many companies have seen a growth in conversion rates when they switched to digital marketing. And that is where digital marketing is completely different from relition marketing in terms of measurement. And what else about the digital marketing landscape? Well, you have to remember you have diverse marketing channels on radio, you have radio stations on TV. You have TV channels and different programs. Which you could populate with ads, right? Digital marketing though has diverse channels. You have search engine optimization, content marketing, social media, paper click and affiliate marketing channels. You have a bunch of options when it comes to marketing, right? You can optimize your social media. You can optimize your search engine optimization. You can optimize your keywords, choose popular keywords that are not being bid upon, and you have those keywords, and if you have keywords, you website, then Google obviously will index your website higher because the keywords you've used are popular. And if they're not did on, if they're not did on as much as let's other popular keywords, then what happens is, if you show an ad, these ads will find the right target audience, and essentially the audience will click on your ad and you'll have higher conversion rates, right? That is how digital marketing works. I'll talk about SEO in detail, but like I said, you have diverse marketing channels, and you have dominance of social media and video, social media and video content, increases user engagement, and this has been a trend in the global digital marketing world. Social media and video content dominate. You go on YouTube, you see video ads, people interact more with video ads rather than still ads. They see a video, they get interested, they click on the link given below the B link and they are taken to the website or to the webpage. Of whatever you're selling, and this converts to sales. So digital marketing is dominated by video and it's a mobile first strategy that many companies are adopting, over 60% of webgraphic is mobile, 60% of web graphic is mobile. Think about it before mobile is where the 100% was on a computer laptop. Today, no one is consuming content or reading or doing anything else that they were doing on the Internet before mobile came into being, before touchscreens came into being, right? No one is doing it on laptops or computers. 60% of web traffic is mobile. So mobile first sttigies are essential for marketers, right? And remember with AI coming in and personalization coming in, AI gets the data, right? It integrates data and based on the data based on behavioral patterns of consumers, what consumers are watching, what consumers are visiting, which websites they are hitting, you know, which websites they're clicking on, what they usually watch, what they buy, what they talk about online, all of these, what their age is, what their demographic is, what their area is, where they live, you know, all of these things, AI can take into account and based on machine learning models, train machine learning models using this data, and I'm using a bit of jargon, machine dying is essentially a technique which allows all these recommended systems which form the basis of the ad platforms, right? What do you mean by that? Well, when companies when social media companies Google is showing you ads, they need to take into account a whole lot of data about you, about what you can do, what you eat. You know, what you think about, what you write about, any data they can get their hands on about you, demographics, age, gender, race, population, area you live in out there. All these companies integrate all of the data into machine learning models and machine learning models for the lack of a better word. Are essentially predictive models. They are used to predict what sort of ad you like. And based on those predictions, you're shown the kind of ads. You would probably like, or at least the machine learning model things you probably like. If you don't like it, obviously, you can tell Google about that, you can agree, disagree with the ad or whatever. But like I said, machine learning models form the engine of the recommended systems, which recommend ads, and this happens because you are leaving a huge digital footprint, you're entering your demographic data into Facebook, you're writing about stuff on Twitter, you're writing about stuff on media.com, you're searching for stuff on Google, you're searching for stuff on YouTube, you're watching videos on YouTube, you're commenting on YouTube, you're liking certain things, you're commenting on certain things, you're reposting certain things. All of these things are taken into account. And then based on these data points, ads are shown to you, right? So like I said, with AI coming in and data personalization coming in, where customer experiences will get optimized and campaign effectiveness will increase as of 2.24. The metrics say campaign effectiveness has increased by a lot. That is why digital marketing is so important because the Internet has gone mobile. Most people consume the Internet on mobile screens and with AI coming in, well, you're going to see ads that actually resonate with you. As a marketer or as someone who's trying to sell something book content, audio, video content, service, whatever you're selling, right? As a marketer, today is the day that you master digital marketing because like I said, campaigns are becoming more and more effective. More and more data is available as feedback. And if you ase digital marketing, you as the art of selling. With that being said, thank you so much. I'll catch you in the next lecture. 3. Search Engine Optimization: Hey, everyone. Welcome to a new lecture in the digital marketing for Tammy's coast. Today, I'm going to talk about search engine optimization. Now, this has been a term that has been in use for a long time now. Ever since Google started indexing or rather Yahoo before Google started indexing the Internet, making certain that it will be easy to find out Anything you want based on algorithms, based on recommended system that could recommend or rather based on in the case of search search algorithm that could help you find what you're looking for on the Internet. Ever since that search engine optimization has been a buzzword and even delays as relevant even though we have gone mobile first because where don't you find search engines? That's the question. The answer is you find search engines everywhere. Does not matter if you are on Google or YouTube or Amazon or any other e commerce website or any other websites such as Twitter, if you're searching for some person or some person or some particular topic on Twitter, if you're searching for someone on Facebook, if you're searching for products on Facebook, Instagram, anywhere you talk, if you're searching for some sort of content on Instagram or YouTube anywhere you talk about search engines exist. And by search engine optimization we mean making certain that whatever you're trying to sell, be it a service or a product or content, whatever, ranks highly in search results. What do I mean by that? Well, when you go on Google and search for something, you'll find a bunch of search results. The target, the objective, the target is to Make certain that your brand, your product, your web page, your content, or any service you're providing ranks high in the sense that it appears in the top five search results, top ten search results, right? Because that is where all the game is. People do not look at page two of Google. That is what research shows. People do not look at page two. People look at page one, the first ten search results and find what they're looking for within the first ten search results. So your target as a marketer is to make sure that you Content webpage or whatever you're trying to sell appears in the top ten search results. On YouTube, your content appears in the top ten search results search videos. On Amazon, your product appears in the top ten product listings. Top ten product recommendations, right? That is search engine optimization. How do you do this, right? So you have different types of optimization. You have on page and off page optimization. On page optimization essentially means you're improving your rankings by optimizing content, meta tags, keywords, and user friendly URLs for better search visibility. What do I mean by that? You optimize your content. Your website is great. Your website, right? Looks good. It functions well. It's smooth in its functioning, does not hand, does not freeze. There's no glitch, your content is good. Content is good. In the sense, it is rich. It has important stuff. It has keywords or it is talking about topics such as let's say psychology, and it has keywords on psychology. It has the word psychology mentioned, different techniques and psychology mentioned. Google takes all of that into account. Even Bing does Yahoo. It's defunct. Who cares about Yahoo. So you have content which you have optimized, you have meta tags. What do you mean by that? Meta tags as you're giving tags. This content is about this particular thing, this particular thing, this particular thing. You give ten tags. Let's say you're writing an article 0N self help psychology and you're talking about Sigmund freud. One of your tags is Sigman Freud, one of your tags is psychotherapy, one of your tags is pleasure or whatever, whatever you're writing about. The tags should represent what you're writing about properly, right? They should encompass and they should be related to what your topic is. Those are the tags because that helps Google to index you stuff properly. Whatever you're selling, right? That helps Google. Proper tags helps Google. If you're selling a product, for instance, from your page. Let's say something like a pedal watch you say smartwatch, you say something like notifications on the wrist. Whatever your product is, you describe it through the tags, and then you need proper keywords. When you are setting up your website, you need to provide proper keywords for each article, for each product listing or whatever you're selling. By keywords, I mean, keywords are used to search, right? That is what I mean by keywords. Keywords are used to search. People go on Google and before AI came into being, Google was not capable of answering long questions. Google would get confused because Google would break down questions into different words and try to find out keyword matches, right? That's one way Google works. Now Google's is proprietary. They have patented it. But my insight is very simple. The way Google used to work was very simple, right? Especially with search queries, they would break down search queries and try to make sense of the important keywords that appeared in search queries. And accordingly, based on the keywords, match search results to those keywords. Whatever search results you got were matched to the keywords that appeared in your query. So what matters in this in? What matters is what are the keywords people are searching for if you have the same kind of keywords that means your keywords are popular. And if your keywords are popular, your search results or rather your service or your product will rank highly in search results because your the keywords you are using are popular, right? But another thing matters. How cluttered is the space. If a lot of people using the same keyword you are using, that means your search result or your product, your service will appear as one amongst many, many search results because the keywords you are using are very popular. But if they are not popular, but or rather if they're popular, but the space is not as cluttered, then you can run as, for instance, based on these keywords, you can bid on keywords. But that is how the Google algorithm or Google advertising algorithm works, right? You can bid on keywords, you can buy space. Advertisement is all about space, buy space on websites on YouTube or wherever, right? You can bid on keywords, and by bidding on keywords I mean, you see that I'm putting in this much money on this keyword. If this keyword appears in search queries, then my search my product, my service will appear higher in the rankings, higher in the list of Google search results, right? That's what you're paying for, right? Or if you're paying for a keyword, you say that if people search for content using these keywords and they find some website where some content is there, then my products ad will be shown prominently on those websites and will be shown a larger number of times. So the idea is to buy data on keywords. If keywords are popular, they are more expensive. You have to pay more money to buy advertising space so that your product and service appears in websites which use these keywords, if you have a web page, for instance, and you're using keywords to tag or you're using keywords to tell the search engine, these are the keywords. If people search for these keywords, my website should appear, for instance. And if you want to market that website, you have to bid on the keywords, buy space, and then only then your service website or whatever will be promoted, right? But how much you bid depends on the popularity of the keyword. If the keyword is too popular, you bid more. If the keyword is popular, but the cost is lesser. You're bidding less, but you're getting access to niche kevers that are popular in a certain domain, right? You're bidding on niche Kea is popular in a certain domain, and you're paying lesser. So the idea is to find the middle ground, right? You want something that is popular but not so popular that it costs really high, and you want something that is targeted to a niche market. And a niche market is very, very important to search engine optimization, right? So those things are the on page search engine optimization, right? You have user friendly URLs, URL should not be huge because that means that Google will penalize your search results. If the URLs are small, it's easier to find. It's easier to embed into different websites. Those are the on page SEO. The off page strategies in through site authority through link building, social sharing, and brand mentions across various platforms. What do I mean by link building? Well, the link to your website appears in many search results or many articles on the Internet, many let's say blogs on the Internet, many product pages on the Internet, right? And your article 0R your product or your service or your content is being socially shared, that makes a huge, lot of difference, right? It makes a lot of difference. And if your brand, your product, or service is mentioned across various platforms, that makes a huge amount of difference, too. So, the more you mentioned, the more popular your product article Content or I'm not saying article, but content in general, product content or service is promoted is popular, right? The more it appears as a link as a hyperlink, more it appears as a back link on different websites on social media, right? And it gets brand mentions all of these things, right? So backlinks, like I said, are very important because high ranking pages average 3.8 back links from authoritative sources. What do I mean by authoritative sources? You have a movie a movie review website such as you know, not Netflix, but Rotten Tomatoes. It's an authoritative source. And they have a link to the movie, and you have the movie on let's YouTube Netflix. You have been the movie, you've directed, produced it, and it appears in Rotten Tomatoes, and Rotten toomatoes has provided a back link, a link to your movie listing on Netflix or let's say you have a website and there is another website which creates different websites or rather which critiques different websites, different websites providing different services, right? For instance, in the Internet, on the Internet, rather, you have websites such as Trust Pilot which have reviews and ratings for different websites and services. And Trust Pilot usually has a link for the website. So if there is a link and someone clicks on it on these authoritative websites, then it'll take you take the consumer to your website or whatever product you're trying to sell, whatever product you're trying to sell. And like I said, authoritative sources are important. And if your page appears there, the link to your page to your web page product page, content page service page appears on these websites, then your product service, et cetera, is ranked higher in Google search results. That means that high ranking pages will get a lot of clicks battling clicks, right? And the average is 3.8 from authoritative sources, right? Does not matter what you're selling, whatever product, whatever product you're selling. That is why keyword research is important. Keyword research helps target user intent and drives more organic traffic. If your keywords are great, even if you're not marketing, if you're not spending on keyword marketing, if you're not spending on cost per impression marketing and impression, I mean, the number of times your ad is shown on different platforms. It does not matter if people click on your ad or not. You are charged based on the number of times your ad is shown, right? So it does not matter if you're not doing any sort of marketing. If your keyword game is top, if you have made certain that you're using keywords that are popular but not so popular that your web page appears in a clutter space, but they're popular and they are targeting a niche audience if you have those kind of keywords, and if you have proper keywords, then your website will receive your webpage will receive organic traffic. And for this to find out which keywords you need to use for your web page, you can use Google Keyword Planner or SEM Rush. These identify high volume, low competition keywords. What do I mean by that? I've already explained this high volume is popular. A lot of people are searching for it, but low competition in the sense that, you know, the space is not cluttered. Although the keyword is popular, a lot of people are not bidding on those keywords, right, not buying advertising based on those keywords or buying advertising for those keywords, right? So, essentially, you can find out what keyboards are working, and you can use those keywords in your webpage as keywords or tags, and your content must align with the keywords because if your content does not align with the key words, if you're writing or psychology and your keywords are about economics, it's not going to work. People are going to find out that you are a fraud very fast, very soon. What you need to do is you write content that is great, that is rich with keywords, this is rich with metadata, as we call it in the Internet space by metadata, I mean, you know, your first line, your first sentence, your title, et cetera, should reflect what your article is all about. And secondly, whatever keywords these things contain or whatever, impact the title has in terms of popularity for such topics, for such ke, et cetera, that will determine whether you get organic traffic or not? You content must align with keywords. You have to create quality content aligned with keywords and this improves engagement and basically, this will help your content grow organically. Obviously, if you bid on keywords later and you buy advertising based on keywords, then obviously a content will get more growth. The idea is to boost traffic with relevant content. You need to have comprehensive keyword coverage in your content, right? You content must be keyword rich, metadata must be keyword rich, your title, your subtitle, the title of your product, the name of your service, your page, your domain name, all of these things must reflect what you're selling. If they do reflect what you're selling and what you're selling the content related to that, the description of a product or a content or a YouTube video, et cetera. If those are keyword rich, you got to find out which keyboards are working. You make a video in that space and you find out which keywords are working in that space, you use those keywords as tags, you fill your article with those keywords or related keywords and if the keywords are popular but not like I said, not bid on often or not bid on as much as all the keywords are bid on, then it is likely that people will be able to discover your content of discoverability will increase, and it has been shown that keywords that content rich in keywords, can increase traffic by 50%. It has been shown, right? So what matters? What are the best practices? First thing, site performance optimization, optimize site speed to reduce delays because that irks users. If your site speed is great and your site is set up to provide the best possible experience to consumers, that affects search rankings. Your sites should be made properly. There should be no glitches. Your site should be mobile friendly. It should be designed so that it could be easily consumed. It could be easily browsed on a mobile browser, right? And your site should have HTTPS protocol. HTTP is the protocol most Internet websites use. But when you have HTTPS, it ensures that the data going from the web browser to the server to the server side or to the website server side, right? The data going there is secure and encrypted. That is what the HTTPS protocol does. Ensures that your data as a consumer is safe or if you're building a website, if you have built a website or anything of that sort. Then your data or rather the data of the consumer that is reaching your servers is encrypted and secure. That is what HDPPS does, if you have a HDPPSPtocol embedded in your website, then if you're using it, then it makes your website safer, increases your domain authority in the sense that makes certain that people consider your website to be a legitimate, proper and safe website, right? And that signals to the consumer that your content, your product, your service is safe to browse through or consume depending on what the consumer is doing, whether they are just looking for something to buy or whether they are browsing through, right. So essentially, HTTPS matters a lot. And another thing you need to ensure is that your board web vital metrics, right? And these things core web vitals metrics, they measure user experience. You got to make sure these metrics are really high. By that, I mean when the user is using a website, there should not be any glitches, content should load fast. If you click on a link, it should quickly go to the next page. If you click on, let's say, a certain picture, the picture should open easily and fast. So these are the things the core web Vitus metrics measure, and this is a very technical sort of measurement, and Google does it. All searching just do it for all websites. And if your core web Vitus metric is right up there, if they are high, it means that That will increase your E or search in your optimization ranking because your site is well made. So like I said, there are on site features. There are site performance optimization metrics, mobile friendliness metrics, core web vitals metrics, HDD PS metrics. There are off page metrics on page matrix. Content should reflect keywords, all of these things when put everything into account, it ensures that your product service or whatever else you're trying to sell becomes successful. And that is all about search engine optimization. The idea is very simple. You use keywords content, you make your site in such a way, and you tag and your articles, your web pages, your product, you tag, all these things. The metadata you'll be using the title, the subtitle, the description, accepting the metadata, all of this. If you do it right, then you Web page will appear, your product will appear, your web listing will appear higher up in the search engine search results in the Google search results. You web page product or service will be ranked higher. If it's ranked higher, you'll get more click through and people will visit your website more often. That is the target of search engine optimization for webpages. For YouTube, for instance, you've created content. You have added metadata description, you have added keywords, and your content itself is rich in keywords, and your title subtitle, all this metadata, it's optimized to include keywords, if all of this is done properly. And if you have included keywords that are popular, but less cluttered or in a space where it is popular keywords are popular, but less cluttered. But some keywords, for instance, like psychology are cluttered, right? Like you say, you mentioned psychology as key but you don't go into niche, you don't go into specifics. And popular specifics, I mean by that, right? So let's say positive psychology, you don't mention positive psychology, you just mention psychology. Psychology is a very popular cluttered keyword, which is bid upon quite often. But if you mention the niche, if you mention exactly the niche your product content or article is, let's say you're on YouTube or video is, then that affects your search engine optimization and your ranking in search results, right? Because when people search for positive psychology and you have advertised and promoted your video using positive psychology as the keyword and bidding on positive psychology, then it is likely that your video will appear in search results and higher up in search results in terms of ranking, right. With that being said, thank you so much. That's all about search engine optimization. I'll catch you in the next lecture, and I'll talk about social media market. 4. Social Media Marketing: Hey, everyone. Welcome to new lecture. Today, I'm going to talk about social media marketing techniques. Now, social media changed the landscape of the Internet and social media so that people could get in touch with people from around the world and people could express themselves in multiple different ways through pictures, through images on Instagram, through write ups on Twitter, X, through tweets on X, through microblogin, through Facebook posts, all of these things. But what this is a show is there's a huge amount of user generated content and user generated content can be used to recommend ads and to show consumers the kind of ads they might be interested in. For instance, if someone is from the UK or France and they are watching a lot of TV shows or they are watching a lot of content on YouTube or they're writing a lot about French history and British history, then it is likely that based on that, a history channel ad will be shown to this particular consumer who's from France or UK is writing about history and talking about history, right? So there's a huge amount of user generated content. There's a huge amount of data, and all these platforms collect your data. They collect your demographic data, they collect your educational data, they collect your gender data, they collect your age data. They collect your user generated content and they collect the area, the pin code, the location you're in, and based on that, they'll show you ads, right? So social media campaigns basically must be designed so as to target particular demographics, target particular customers based on age, based on location, based on gender, all of these things, right. But first, to understand how social media marketing works, you have to understand how social media ads work and what social media is in terms of an advertisement platform and how to choose right platform. I started choosing the right platform. What do you need to do firstly? You need to target demographics, different platforms, attract specific audience, right? Instagram and TikTok has younger users, Facebook has older users. Nowadays, no one is using Facebook mostly, but Twitter has older users, Instagram, younger TikTok, younger. If you are catering to your product, your services catering to younger users, you have a trendy fashion brand for J&Z, then you choose Instagram and TikTok to market your product. If you have, let's say, a brand of spectacles for older generations, bifocal spectacles, reading glasses, for the older generation, you probably would like to target people on Facebook, right. So depending on who you want to target, who your market is, who your customer is, you have to select which platform to use. Remember, marketing works on the principle of four P, people, product pricing. And place, right? So you have to select the place properly correctly, where you want to display your ads and find your consumers, depending on what your demographic is, what your people are, right? People means demographics. Depending on that, you choose your market, right? And if you are targeting, let's say, professionals, right, you use LinkedIn because 80% of b2b leads come through networking and tint ship. Now you have b2c and b2b. B2c is business to consumer. If you're like I said, trying to sell fashion brand products, if you're trying to sell, let's say, bifocal, spectacles, et cetera, these are business to consumer products. You're trying to sell to the consumer directly. If you're trying to sell to other business, then you need to generate leads. For instance, you have a software company trying to sell the software license to some other business, and you have to find out who is in the business and who is willing to change their software, adopt a new software. And based on that, you have to find your leads through LinkedIn, that is for b2b business to business. Right? Remember, b2b BTC, business to consumer, business to business, right? There's other thing called DTC diet to consumer, where, you know, you're directly selling to consumers, not through retailers or not through warehouses, not through, you know, wholesalers. You're directly selling to consumers using drop shipping through Amazon and other ecommerce platforms. What is drop shipping? Well, Amazon or other ecommerce platforms will collect your products, and they will store your products, keep your products in their own warehouse. And when the product is sold, you get the money, but you do not get encumbered with warehousing and inventory costs, right? The warehousing is handled by the retailer itself. So that is diet to consumer. You're diety selling to consumer without going through any intermediary, right? So these things are important. Remember this, Facebook, for instance, offers a broad reach across various age groups, making it useful for general audience engagement if you're trying to sell a children's book, for instance, right? You can't use social media because children are not on social media. You have to target their parents. And their parents are probably millennials or JNAX, and you can only target them through Facebook, not even through TikTok Instagram. Through Facebook, maybe through ex or Twitter as it was called, YouTube, it depends on who is watching what sort of videos. If there are people who are watching videos from the 90s or listening to music from the 90s, it's likely they are GNX or millennials and based on them being GNX or millennials, if you're trying to sell a children's book, you're going to show you're going to select that particular demographic based on age, based on gender, et cetera. Remember, women mothers are likely to buy children's books for their children, right? So you're targeting women, mothers GenX, or millenniums, et cetera, right, through YouTube, based on the watching history, the viewing history of people, based on the demographic information, race, caste, creed, religion, et cetera, et cetera, et cetera of people, right? So that is what choosing the right platform entails. Now, how do you plan your content and gain engagement? You've chosen the right platform. You have decided that I'm going to sell I'm going to sell clothing to customer, right? I'm going to sell garment to customers. I'm going to sell enz hip clothing to customers, right? You have your product planned. Now, the question is, how do you plan your content? You have to have content pertaining to your product, right? Because if you don't have content pertaining to your product, the issue with that is people are not going to buy it. People want to know what the product is, whether the product has a story, right? That's fundamental marketing marketing is all about storytelling. It's about creating narratives, right? So how do you plan content? The idea, firstly, is to strategically schedule or schedule content, right? How do you strategically schedule content, right? You schedule post strategically so as to maximize content visibility across various platforms, and you do it multiple times, right? So let's say you're selling clothing, and it's Christmastime and people are buying new clothes. Right, you're selling let's the winter clothing. Hip jackets cool jackets, and it's Christmastime and it's winter, and people are buying these jackets, so you have to schedule your content accordingly if you're generating content, writing content about your jacket, this jacket will prevent you from freezing, even in the coldest of cold climes, even in the Arctic region, it'll prevent you from freezing, even in Antarctic, it'll prevent you from freezing, right? So you have this content generated, and you display this content to customers, potential customers on social media at certain times, right? You have to strategically schedule your posts. Then you need to have diverse content formats. You need to have video stories and polls. Because all of these things increase engagement. You need to have a video about your Gens winter clothing brand. You need to tell stories about people who have worn them and gone on let's say Antarctic expeditions or arctic expeditions. You need to have polls asking people whether they would be willing to buy something that'll prevent them from -50 degree Fahrenheit cold if people can even survive in that cold. So you need to have different diverse content, and you need to have interactions, and you need to post content consistently because otherwise, people will forget it. There's this marketing principle known as mere exposure effect. The more people are exposed to a particular ad or particular content or a particular narrative, the more they are likely to like it. So if you keep retargeting ads, if you keep re targeting content to your potential consumer, the potential consumer will eventually turn into a buyer because people tend to like things they see again and again. Familiarity. They say familiarity breeds contempt in this case, in the case of marketing. Familiarity breeds sales, and your content must be analytics driven, use analytics to tailor content based on audience preferences. And this improves content effectiveness and impact. Why do I say so? Well, think about audience preferences, right? If you know your audience likes a particular type of content based on the number of likes, a postcard based on a number of video likes, a video card based on a number of retweets, a video card based on the number of re posts, a video cd, you know that video works. So once you have your analytics in place, once you know what works and what does not work, what is getting more engagement and what is not, for instance, on X, you can see the amount of engagement to certain creates certain X, tweeters getting. Based on that, if you tailor your future content around the same idea or create content which is made similarly, it is likely it is very likely people are going to consume it and people are going to like it, right? You have to use analytics effectively in social media marketing, customer feedback in social media marketing so as to be able to tailor content that will suit customers, right? And what else? Well, you've designed your content. You've chosen your platform. You've made everything hunky dory, everything is going fine, but you need to pay. No one is going to allow you to advertise on their platforms for free. So on social media, you have to pay. And if you're paying, you got to make sure that there are certain things you're doing, right? But well, firstly, precise audio targeting. If you're paying for social ads, make sure you know who you are advertising to based on demographics, interests, and user behavior. That makes your posts more relevant. If you're selling a children's book and you're advertising it to 80-year-old grandpas, it might not fly. If you're advertising it to young mothers, it'll probably fly, demographics is very important. If on Facebook or particular young mother is in a children's group group, you know, children's rather children's books group where people discuss children's books and books they can give to their children to read. Well, if you're targeting people in that group, for instance, that age, young mother age, right? Or even if a woman is older and has a kid who is 5-years-old than if you're targeting based on age, gender, and activity, you know, if a person posts on social media about their children or about the books their children read, about the content their children consume. So if you're doing all this right, right, if you are getting a data correctly, if you're analyzing trends, your data, the effectiveness of your campaign correctly, you will precisely target audience. Right? You have to start by precisely knowing what your customer bases, what your total advisible market is, and what your market is. If you know your market, you select the correct demographic to target, right? That's how this works, right? Then there are advanced platform features. For instance, platforms offer look alike audiences and re targeting to enhance campaign reach and effectiveness. You target a demographic once you target them again and again because mere exposure FX is that if you expose people to the same message again and again, they are more likely. They are more likely to adopt a new product. Accept the message or like the message more. So you have to re target again and again. And you also can target to look alike audience. You have targeted unless there are certain demographics, race, gender, et cetera. Maybe this product you're trying to sell can be popular with another group, which is kind of like the group you have targeted. If it is so, the social media platforms allow you to target them, too, right? So, essentially, what happens is, social media advertising is much better than petition or advertising. On social media advertising eels are huge. For every $1 spent, you get $4. For every $1 spent, you make $4. If you're spending $250,000, let's say, on your emslothing line, winter clothing line, then if you're spending $250,000, you're likely to be $1 million from advertising on social media because the ROI is so huge on social media, but you got to be very, very smart about it. You got to target the current demographic. You got to be very precise who you want to target, and you have to do your homework about who is likely to buy your product, not only based on feedback, because if you're doing it based on feedback, you're just burning cash, you're targeting. You know, all sorts of groups, and then based on feedback, you're deciding which group is responding, right? It does not work that way. You have to do your homework. You have to understand who is likely to buy your product, maybe because historically they have bought your product or maybe because the science, the art of marketing, understanding the market says that, well, you've got to target a younger demographic for a hip Gen Z clothing line because that's your product. You got to find a product market fit. What does that mean? Product market fit? It's an ancient marketing term. It means that, you know, you have to find a market for your product. If your product is there, you've built something for Genz, right? You got to find the Gen Z market to sell your product to. Sometimes, you know, a certain group or certain demographic has some issue. For instance, let's say a certain demographic lack lack, let's say, sanitation. You're trying to sell them sanitation because they lack sanitation, now with the best product possible to fix this issue. You're trying to sell them sanitation. So you have to decide firstly what you're making, what issue it solves, what problem it solves, and whose problem it solves. And once you've done that, you have your product market fit. If your product market fit is there, right, either because you have created something that solves an issue or a certain demographic or either because, you know, your product appeals to a certain demographic inherently, then you have your product market fit, and then and then you can market to these customers using social media, then you can do AV testing and creative optimization. To increase convergence, by convergence, I mean, ads converting to sales, AB testing very simple. You have one ad that shows one thing, another ad that shows another. One ad with certain copy, another ad with certain copy, by copy, I mean, taglines, descriptions, et cetera. You have two ads, you're testing both ads and you're trying to find out which ad is more effective in drawing incomes to customers, which ad is getting more hits me getting more views, getting more click through. Based on that, you can decide on your final advertisement that you're going to use for your social media campaigns. You got to test different advertisement because no advertisement is perfect. Every ad has its pitfalls and its benefits. So based on what is getting you the most return on investment and the most click through rate, you have to decide which ad to use on social media, and that is all about social media marketing fairly simple. Select a platform, firstly, find out a product market fit, right? Create a product that fits the market, create a product that solves a problem, or at least create a product that serves a need for some demographic, then select the platform you want to target, based on the demographic you want to target, and then select how you want to create your ads based on you know, what sort of impact do you want to have. Then you have to be precise while targeting customers. You have to keep targeting customers, same customers again and again, or look alike customers who are like the first group you targeted and then test your ads again and again. And based on feedback, keep changing, keep evolving, keep progressing so that at the end of the day, you have an ad campaign that actually delivers the goods that being said, thank you so much. I will catch you in the next lecture. 5. Email Marketing: Hey, everyone. Welcome to a new lecture in the Digital Marketing For Dummies course. And today, I'm going to talk about email marketing, as they say in the marketing world, and I'm making this up. If you own an email list, if you have access to an email list with a ton of people, if you have a huge number of subscribers, you own the world. You own the marketing game. Why do I say that? There's nothing that works better than email lists. There's nothing that works better than sending people emails about your product, about your content, about your service, especially subscribers who have willingly and knowingly subscribed to your email list, right? But how do you market with an email list? There are things that you must know. There are things that everyone should know when it comes to email lists, and that includes not only how to create an email list, but what to do when you have an email list or let's deep dive into email marketing. Now, how do you build and segment a list? First thing is quality, right? Building quality email lists uses opt in strategies such as gated content and promotions to attract engaged subscribers. What do you mean by that? Gated content means for subscribers who subscribe to your email list, you have special content. Let's say you're a writer, you have your own log. So every day you write a blog post about let's say travel. And you write five blog posts a week from Monday to Friday, which are free to everyone. People don't need to subscribe to access those blog posts, but on Saturday and Sunday, you have special blog posts, maybe food reviews of restaurants in places where you're traveling to or where you're traveling right. You have these special blog posts, you special content and to access the special content, people have to subscribe to the email list. Maybe for small fees, people may need to pay $1 per month to subscribe to the email list. But even if that is not the case, even if there is no financial financial obligation. Yet if people are subscribing to the email list, that means they're subscribing to get what we call gated content, right? And promotions. So gated content means in this case, food reviews, and if you're talking about promotions, let's say we are talking about restaurant advertisers, right, in this particular scenario where you are using a blog, right? To market your writing, to market your travel writing, all of this, right? So you've got to build a quality list based on opted, right? You have to offer subscribers or people who are subscribing to your email list, special content, you have to segment email lists by behavior, demographics, or purchase history, right? So if people are purchasing something, then that's a different segment. If people are purchasing more, that's a different segment. That's your demographic, which buys most of your stuff. If you have young to old people, you have different segments, right. Suppose you're writing about travel and this is meant for young people. Suppose you're writing about restaurant experience, this is meant for older people, right? So you have different segments and you need to segment your email list based on that so that you can target according depending on whatever you're writing or producing or creating as content in this case, right, or even product in some other cases, right? So you have to segment your email list based on demographics, age, race, gender, et cetera, based on purchase history. And this post open rate by 14% and click through raise by 100%. So essentially, if you segment, it'll double or click through. I'll double your click through raise, and it'll increase your open rates by 14% and double your take through rates by 100%, right? Imagine if you're segment. So you're sending particular emails to certain demographics based on their user behavior, based on what they buy, what they don't buy, based on who they are, what their age is, et cetera. And if you can target based on demographics, send emails based on demographics, two segments of your email list, which are created based on demographics, which are created based on purchase behavior. Believe me, this will work like a charm. This will change your marketing game because you're sending what people want to people. If people want to consume content about travel writing, you're sending it to the younger generation, and they are consuming it. People want to get restaurant reviews, you're sending it to the older generation, and they're consuming it because they want restaurant reviews in the first place, right. So essentially, these two things matter, building a quality email list and building a segmented email list, but what matters more is personalization. You are personalizing through segmentation, strengthens customer connections and improves marketing effectiveness. What do I mean by the very simple, right? If you're segmented. If you have segmented your list, it ensures that people are getting content they want to consume. People are getting offers they want to use. People are getting not news about products they want to buy, right, based on their demographics. So a young person would probably like to buy something like a Metaa and sunglasses and Meta is sending emails regarding the metara and sunglasses to the email list of young people. An older person maybe wants to use Facebook. So Meta is sending emails regarding Facebook to older people. So you're personalizing the email based on segments which are based on demographics, right? So the next question is, you have set up your email list properly segmented or you're personalizing but what constitutes an effective email campaign? First thing that matters is a personalized subject line. Which means that if you are referring subscribers by name, it increases email open rates by 26% because when people see their name, their attentions are grabbed, efficiently, and immediately. Suppose you are the customer, someone sends you an email and says, Mr. John Doe. This is for you. John Doe, buy this. When people see their names, that increases email open rates by 26%. So you got to personalize the subject lines and not only in terms of name, but if someone has bought something from you before, John Doe, thank you for buying this. Thank you for buying X vacuum cleaner. We are out with the Y CR vacuum cleaner. Would you be interested? Well, that's a sort of email subject line. Not exactly, but kind of like that, you get the Y. You get the you get my drift. The email subject line has to be personalized and there must be clear call to actions and responsive design call to actions. All of you know what that is. It's essentially asking someone to do something right. It's a call to action. By this, donate, do something, join the list, et cetera, join the growing base of subscribers. There should be clear call to actions to increase the engagement. If there's a call to action, people, there's no diffusion of responsibility. It said that, if people are in the group, and this is what social psychology says, and social psychology informs marketing. If people are in a group, and there is no call to action, people try to shirk responsibility, try to, you know, go under the radar rather than taking up responsibility. But if you have a particular if you have a straightforward directed, personalized call to action, subscribe, get the free product now, get the discounted product now, get the discounted course now, get the discounted book now, well, people are more likely to respond, right? So what you need is automated drip campaigns. And triggered emails, right? And what do I mean by that? Well, trip campaigns are essentially emails that are sent to people when they finish something, right? When they do something, when they do some action, when they take some action. You buy something, you sent an email. You subscribe to an email list you sent an email. You unsubscribe, you sent an email. You search for a product on Amazon, you sent an email. You have products in your cart on Amazon, you are sent an email. That's a rig campaign. Whenever you do something to trigger an action, it triggers an email and this keeps your brand, your content, et cetera, fresh in the customer's mind because they keep seeing your emails in the inbox right. So this boosts conversion rates by 25%. There's a huge amount. There's a huge amount of increase. So you need to keep sending email to better engage with the customer. Anything customer buys something, you send an email. Thank you, email. Customer takes a course, you send an email reminding them of what the course is all about and thanking them for taking the course. They finish the course, you send a congratulatory email, right? So these are how drip campaigns work, right. So essentially, what you need to do is you need to do some AB testing right. You need to test different subject lines, different set times. And if you do so, your content improves campaign effectiveness and engagement. If you find out what works and what does not by doing some AB testing, if a certain subject line works, if a certain Email body works, if a certain email message works, if a certain email based on psychology works, for instance, if you're using some psychological construct to design an email, for instance, there's a losser version, we're telling people that if they don't buy a product, they lose out, right. So this product gives you anxiety or rather reduces anxiety versus this product makes you com bright. And you are doing AV testing between these two tag lines, and you find out that people are loss over, so they want to avoid losses. What is a loss? A loss of anxiety, right? Anxiety is a loss. And the product reduces anxiety, so it's probably much better because it reduces some loss, right? That is how psychology can be integrated into the man body. But today, you know, you have JAG pretty of different platforms to write, copy if you're an independent novice, amateur marketer. But obviously, you know, professional marketers, they use copywriters, people who understand not only art of writing, but also the psychology behind what to say and what not to say, and what will generate more traffic, what will generate more open rates, conversion rates, and more click through rates, right? So you got to test and optimize again and again, using AV testing, you got to do it iteratively, right? And once you've done all of this, you have to analyze the performance to optimize results. You have to look at key campaign metrics and any email list management programs such as mail chimp et ceride. They'll give you these on these metrics, you'll get open race, click through rays, bounce rays. You know what open races are number of people who open in emails. Click through race. There's number of people who click on a link Blink to go to your web page or web page of the product you're trying to sell. Bounce race means, you know, people have blocked you and your email bounces and unsubscribed rates means, you know, how many people have unsubscribed, right? So you have to measure the success of the email campaigns, and you can use mail chain Hubspot, right? These email list management software to analyze data, identify rends. Which emails are people opening? Which emails are people rejecting? Which emails have higher click through rates? Which email does not? Does it happen because of copy, because of what you have written in the email body or in the subject line, you have to identify trends and segment audiences. I've said before segmenting audiences is extremely important and you have to keep segmenting audiences so that you can send people the email they want to see. You can send people the email in the language they are comfortable with. That is what I mean by segment. That is what I mean by analyzing data to understand which emails are working, which emails are not working and tailoring your future emails. Accordingly, that is how that is effectively how email marketing works. Always remember, email marketing is about continuous optimization, data driven, continuous optimization to refine targeting and content to enhance campaign performance is very simple. If you want to enhance campaign performance, if you want to make sure that your open rates and your click through rates are very, very high, you are going to segment your audience, target demographics based on what they want, what they use, what behavior they have displayed, and based on trends based on data such as open rates for certain emails, click through rates for certain emails, you have to data driven email marketing, to refine targeting. And by refining, targeting, I mean, targeting people with the kind of emails they want and they'll open and emails which will convince people to click on back links to take them to products you're trying to sell or to books you're trying to sell to content, you're trying to sell anything you're trying to sell, right? This has to be data driven. The data will be provided by Mailchimp and HubSpot all these email list management software. That is all about email marketing always remember, you have to be polite, you cannot be pushy. You cannot do anything unethical, do not use unethical tactics. Do not do too much pin dating, be professional, polite, but be insistent upon People buying a product be insistent in terms of asking people to take action. There has to be call to actions. There has to be called to actions such as buy this product, subscribe to this channel, et cetera now. That is call to action. So if you can do that, you are likely to succeed in the email marketing game. Thank you so much. I'll catch you in the next lecture where I'll talk about click rates and all those things. Paper click, all of those things. Thank you so much. 6. Pay Per Click Advertising: Hey, everyone. Welcome to a new lecture in the Digital Marketing For Dummies scores. And today, I'm going to talk about paper click and online advertisement in this lecture. What is paper click? What is online advertisement? When you know what online advertisement is, it constitutes social media, email advertisement, all of that, right? Advertising to subscribers. But paper Click is something which is popular as a model as an advertisement model or as costing model that is used on a lot of platforms. For instance, you go to the app store. You have an app, let's say, you've created an app and you want to market the app, you're doing social media. In the sense you're sending out ads on YouTube on Facebook, or maybe you find out that Twitter people are more likely to use your app, so you advertise on Twitter, but there are two types of advertisement, right? Cost per impression, cost per click. Cost by impression means you're charged based on how many times your ads are shown. Let's say you're a new brand in the market, no one knows about you to build brand awareness and visibility, you use CPI, cost by impression. What you do is, you show your ad to 1 million people and everyone who sees that, they learn about your brand, right? Or else you can do cost per click if you are an established brand or medium level brand with medium level, middling brand awareness, you use Cost per click. If people click on your ad, and go to your product page. That is when you pay. That is when you pay, right? And pay Hom platform, right? Google, Appstore, whatever. So if you're let's say advertising on the Appstore, like I was mentioned, you've built an app, you've built, let's say, a meditation app, and you want to advertise on Appstore, what you can do is you can buy adspace in the sense that your app will be shown along with other apps like people who bought this or support this, people who bought this checked out this particular app, your app will be shown in that particular way, or else, your app will appear as an advertisement on top of the app list that is generated when people search for particular apps, right. So people search for meditation and ten apps catering to meditation audience is shown on the top. If you pay a lot and it's very competitive, especially in the meditation space, if you pay a lot, for a keyword such as meditation, and you pay a lot so that your app appears right on top. And an advertisement? Well, if people click on that app advertisement, if people click on that advertisement, that is only pay, right? That's paper click, right. So what does paper click? Entail, right? Think about Google Apps and search engine marketing, right? Google Ads dominated powers over 3.5 billion global daily searches. So daily on a daily basis, there are 3.5 billion searches, right? It's a leader in search engine marketing. What this means is that most people are searching on Google and they are getting access to information, websites, product pages, et cetera, service pages, et cetera. In Google search results. Now, what you do is you find out which keyword is selling the most, which keyword people are searching for the most, and using that keyword, you design a marketing campaign. What you do is, you say, I'm going to pay this much amount of money so that when people search for a particular keyword and the search results appear in Google, then my advertisement will be shown. On the first search result, the most relevant and the highest ranked search result that appears on Google. So if people click on the most relevant and the first and the highest ranked search result and they are taken to online magazine or a website that sells a particular service or some blog, then your ad will appear on that blog on that website, on that magazine website, on that content website or product website. That is where your app will appear. That is the bidding process, right? You bid on keywords. So for this particular keyword, which is very popular, right, you have to decide how much you want to bid. Based on that, Google will decide the quantum of advertisement, how many times it will show the ad, right? And then based on if people click on your ad, you have to pay. It is very competitive because the top keys are very competitive. A lot of people are vying for advertisement space. But even if you decide to pay, you have to realize you have to pay a lot. You have to bid a lot. It's a bidding process is not the kind of process where everyone is guaranteed advertisement space. You have to bid a lot. The more you bid, the more space you get, more you bid, the more number of reputations or let me put it this way. The more number of targeted ads will be sent by Google regarding your service product or content on appropriate platforms on appropriate websites, right? So that is how Google search advertisements works, right? And some of the key factors in this paper clip model where, you know, where you pay when people click on your ad, is keyword targeting? I've already mentioned it. High quality scores in terms of rankings, you know, where are your ads being displayed? Are they being displayed on the 20th 20th website shown in the Google search results, or are they being displayed on the first website shown on the Google search result, right? And then if people are clicking on your ***, you need to have relevant landing page. You need to have a properly designed functioning well maintained and visually striking landing page, right? So when you do that, well, your paper click campaigns are likely to succeed. But you have to understand how to measure your campaigns too. You have to understand how to analyze the results of your campaign so as to design better campaigns in the future. And one of the ways to do so is click through rates. Average click through rates, for instance, vary 2-5%. What do I mean by click through? Well, if someone clicks on your ad and goes to your landing page, average click through rate varies 2-5% and it depends on industry and ad quality. If the ad is great, people are likely to click on but it also depends on what sort of industry your ad is in. If you are in let's say the clothing business, you can get more clicks because people like to buy clothes, right? And when people click on ads regarding clothes, they take into websites where they can buy clothes, right? But if you are in, let's say, the spectacle industry, the spectacle glasses industry. You're unlikely to get as much click through rate, mainly because some people use glasses. The total adressle market is smaller. Some people use glasses, some people don't. People who use glasses only for them, this is relevant. That is what matters when it comes to click through rates and you've got to manage costs per click. You see, cost per click is competitive but manageable through strategic bidding. You have to understand what keyword to bid on if you bid on the most popular keyword and you buy up all the space and invest a ton of money, then you won't have enough money left for Kees that are popular but not as popular popular, for which people are not bidding that much, right? So here, I'm talking about Kewas that are popular, such as, let's say, you have a course on psychology, and you're promoting it on YouTube or, you know, or on Google search, and you buy the keyword. You bid on the keyword. Psychology is a popular keyword, and you bid a ton of money on it because it's a very, very high pricey, high priced keyword, right? You paid a ton of money on it to get space. But if you're bidding on something that is more niche, positive psychology, well, it's popular, but a lot of people may not be bidding on it, right? So you have to manage your bid strategically and you have to improve ad quality so as to ensure greater click through rates. And if ad quality is great, you get greater click through rates. And if you get real click through rates, you get more sales, right? You get more, you get more conversions. That is what we are chasing conversions. When people click on ads, see the brand, see the product, see the service, and then it converts to a sale, right? But we have to understand what sort of ads are there. Now ads are classified as display ads, video ads, right? You have display ads and display ads, increased brand awareness. They are used mostly in cost impressions advertising campaigns, whereby the ad is displayed as a banner ad on websites, everywhere is displayed as a banner on YouTube and people see that and they become aware of your brand. They become aware of your brand visibility increases. On the other hand, you have video ads which drive more engagement and you're chasing click through rats, not brand awareness. You're chasing ultimate sales through these ads, so people click on these ads and they go to the website, whatever website you have, and they buy your product. Now, for this video ads, create the most amount of engagement, and YouTube is a great platform for video ads, right? It is the only platform for video ads, right? Instagram to some extent, but YouTube, only platform for video ads, right? And if your storytelling is great, if your content is interactive, people will click on your ad and buy your product. And if your landing page is great and your product is great. There are testimonials, reviews, ratings, et cetera, then people are likely to buy your product, right? If you're showing video ads, it'll intrigue people, it'll engage people much more, right? So essentially the video It is projected to reach 65 billion by 2026 video ads increase purchase intent by up to 97% so video ads are the best way forward. If you're looking to sell product, if you're looking to increase your brand visibility and awareness, go for banner ads, display ads, display ads and banner ads. Go for those static images with some message on it. Go for those ads so that people learn about your brand. But if you want to convert to sales, go for video ads, they increase click through rate. Always remember, video ads effectively capture mobile audiences. Enhancing brand reach on smartphones and tablets, and most of the world accesses the Internet through smartphones. They don't access the Internet on laptops anymore. They access the Internet on smartphones, virtually the developing world in Africa, India, other places. People may not have laptops. They have smartphones. Most people are accessing the Internet through smartphones. So you got AS your video ad game so that when people are using YouTube, they get to see your service. Through video ads, right? That is what you got to do, right? And you have to re target, and re targeting is very important. As I said, mere exposure effect in social psychology says that if you keep showing people the same message again and again, then they are likely to fall in love or like the message. They're likely to fall in love with the message and be more amenable and pliable in terms of buying something or getting something acquired is something that the message is promoting that social psychologist and established factor marketing. But even in ads, you've got to re target ads to users who previously interacted with the brand. It increases chances of conversion. If people have bought from you before, you target those people again and again. If people are watching your ads, if certain demographics are watching your ads, you target that demographic again and again. If you do re target, remember, re target visitors are 70% more likely to convert than new visitors. This boost campaign effectiveness, the ultimate aim of the campaign is to convert advertisement into sales. And if you re target, then re target visitors are 70% more likely to convert. Remember that, and then you have to dynamically re target customers based on user behavior, and this enhances relevance and increases return on investment. You don't try to sell reading glasses to a 20-year-old. How many 20 year olds need reading glasses? If the total addressable markets of the world is 7.2 billion, how many among them need reading glasses at the age of 20? But everyone needs sunglasses. So if you're a brand that produces both sunglasses and reading glasses, if your demographic or the demographic in your ad campaign is 20 year olds, you target them with sunglasses and you keep targeting them with sunglass ads, right? Because their user behavior is telling you that these people, these 20 year olds like to look hit, they like to party, they like to travel, they like to get the sun, they like to get tan baby, something of that sort. You know their behavior and based on their behavior you're targeting by behavior, I mean which demographics is clicking through your ads, which demographics is watching your ads, which demographics is buying your product. If you can get this information, you get a lot of this information on analytics websites, but if you can also collect information regarding your customers, that will change your marketing game, and that would increase your return on investment. In fact, retargeting campaigns achieve ten times higher return on investments compared to standard display advertising. Keep targeting your customers, keep re targeting the same demographics, whether or not they're buying your product, right? If the click through rate is high, that's the only thing that matters. If a certain demographic is watching your ad, again and again and again, that is the only thing that matters. Keep showing them back. If they're not buying in the first instance, in the third or fourth instance, they will buy because they will become familiar with the brand and the product. But if you re target, it works better than standard ads, standard display ads that are shown to a wide variety of people that are based on cost per impression, that's shown everywhere to a wide variety of people. That does not convert to sales. What converts to sales is re targeting the same customers or people who have already bought from you or people who are clicking through in the sense, people who are clicking your ads, the demographics that is doing so. So that is how you work with paper, click advertising campaigns and re targeting and online paid advertising, especially CPC advertising, which is Cos per click advertising, which is found on Amazon, which is found on the app stores, et cetera. So that's all in the next lecture, I'll talk about key performance metrics. Thank you so much. 7. Key Performance Indicators: Hey, everyone. Welcome to a new lecture in the digital marketing for Tammy's course. And today, I'm going to talk about data measuring and analyzing digital market performance. You need to measure how well your campaign is doing. You need to analyze data. You need to collect data on your campaign and analyze data. Now, the data will be provided by different analytics platform. For instance, for email you Mailchimp, which will provide you with data. But beyond that, you need to actively collect data and interpret the data and analyze the data. Because if you don't know if your marketing advertising campaigns are being successful or not, how can you design future marketing advertising campaigns? If you need to do some testing for instance, you need to understand what the data is saying, whether option A or Option B is doing better. How do you decide whether Option A as an ad or option B as an ad is doing better? Well you need to analyze the data, and the data will be provided by different analytics platform, but you need to analyze, understand the data so that you can fine tune your marketing campaign, so that you can create new advertising campaigns that do a better job in acquiring customers. So for these reasons, you need to measure and analyze digital marketing performance. And what do you do to do so? Well, you look at key performance indicators or KPIs. What are key performance indicators? We'll start with conversion rate. You're showing 100 ads, and it's resulting in five sales. So 100 people are being shown ads, and it's resulting in five sales. That is conversion rate. Out of 100, 5% people are converting to customers. That is a conversion rate. Simple as that, not rocket science. Then you have cost per acquisition. Each ad costs, let's say, costs $5, right? You're sending out 1,000 ads, 2000 people you're targeting based on demographics, and out of that, five people or rather 50 people out of 1,000 are converting to customers. So you're acquiring customers through your advertisement and each customer acquisition costs you how much 50 people out of Thousand are converting. Each ad costs $5. So customer acquisition is how much customer acquisition cost is $5. That is your customer acquisition cost. At a very granular individual level, right? So 1,000 ads are being shown, 55% people are converting, so that's your conversion rate to customers, 5% people converting to customers are each. Costing you $5 because each ad costs you $5, right? That is a cost per acquisition. Then you have click through rate. You're sending 1,000 emails, 50 people or let's say, 100 people are clicking on your ad and going to your landing page. So that is your click through rate. How many people out of the total number of people you're targeting with ads are clicking on your ad and going to your landing page. That is the tip through rate. Then you have bounce rate. Suppose you have an email list, a lot of people have unsubscribed or blocked you. How many of the emails you're sending out you're sending out? Let's say, your email list has 10,000 subscribers and 2000 subscribers have blocked you or unsubscribed or whatever. How many emails are bouncing? So 2000 emails are bouncing in this case, right? So you need to calculate bounce rate to understand the health of your email list. I bounce rate is too high, that means you email list is infected with play, essentially. No other way to put it. So that is bounce rate. And then you have customer lifetime value, which is a key performance indicator. What does it mean? Well, over the period of time a customer is with your company, how much value is that customer is bringing to the company? How much value is the customer creating for the company in terms of dollars in terms of dollar value, right? That is your customer lifetime value. You have to calculate this metric. Not very difficult to calculate. It is very simple. How much sales is the customer giving you? Is the customer buying $1,000 worth of product? Is the customer buying $200 worth of product, right? You have to calculate this, right? So you need to customize KPI, right? Businesses customize KPIs to align with specific objectives. What are these objectives? Lead generation ecommerce sales goals. So all businesses have objectives, no one would be in business if they did not have objectives. Let's say you are a Gen Z garment manufacturer or winter clothing manufacturer, and your objective is very simple. You need to make $1 million in sales this particular winter in order to break even. So you need to make $1 million in sales and you're sending out ads, and you're measuring the key performance indicators to make sure that you're on track to ensure that you're not off track, right? Or if you need to generate leads, if you need to find new customers, you have to study all the key performance indicators, such as conversion rate, bounce rate, cost per acquisition, click through rates, in order to understand if your email marketing campaign or your social media marketing campaign is in good health that is what KPI customization essentially means. What are the benefits of key performance indicator tracking? Regular monitoring allows campaign adjustments, fine tuning campaigns, like I said before, changing things, fine tuning, adding different elements to your campaign, where you can do all of that. If your campaign is not working, you can figure out different ways of making it work. But you have to know if your campaign is working or not, and for that, you have the key performance indicators. Remember this if you are tracking key performance indicators, then data says companies which do it have 12% higher return on investment. Return on investment is 12% high. That's a huge amount of money, right? So how do you use analytic tools? Well, you have comprehensive data platforms. You have key analytics platforms which detail all these things, which have detailed insights into user behavior, traffic origins, campaign results. You have a website, you can measure pretty much everything. Google will provide you with all the data regarding your website, how many people are coming, going, what sort of traffic is coming in. If you're running a campaign, how many people are responding, you can get those you know, those data sets, you can get all that data from social media. For instance, if you're being social media market, you run a campaign on social media, Bittle X, let's say, and you get all the data regarding the camp. You run a campaign on Amazon and Amazon will give you all the data, including click through rates and how many people are actually buying conversion rates, all of that, right? And these platforms are there, and they're very, very useful, right? So you need integrated tool insight, right? You need to combine multiple analytics, multiple tools to provide a holistic for improved decision making processes. Because if you want to take a decision based on data, that decision is likely to be more logical, more rational, right, and you need to integrate all your data into with your creative, right? Add has creative elements and ad has data elements too, right? Add has business elements, too, right? And technical elements, too, especially today's digital marketing space, right, there are a lot of technical elements with respect to ads, right? And I've explained all of those technical elements, but like I said, you need to integrate all these in size, and you need real time data visualization and dashboards, right? You need to see what is the kick through rate? What is the conversion rate, how many emails you're sending? What is the customer lifetime value? You can do this using Excel, using Advanced Excel features such as Pivot plots. You can use Power BI for this. It's a free software. I suggest I suggest you use it. It will be very helpful to you. And like I said, you know, if you use all these tools affectively, you can boost marketing efficiency by 30%. By that, I mean, the amount you're spending, right, based on the amount you're spending, you efficient efficiency will increase by 30% based on the amount you're spending. So if you're spending $1,000 on a marketing campaign, and you're getting a return on investment of let's say $5,000, that'll increase by 30% if you keep track of all your key performance indicators. And finally, always remember, you can only continuously improve through data driven insights. If you use data insights, it ensures that your marketing campaigns adapt. Marketing campaigns effectively evolve based on trends and consumer behavior. So this integrates all of that, right. Data, consumer behavior, machine learning, consumer behavior. Evolving trends, marketing trends, all of that, the business art and creative, all of that is integrated into this entire process which allows you to get a huge amount of return on investment. And some of the techniques you can use as AB testing, like I mentioned before, you know, very simple. You have I IB, test both that and try to find out which is working better, right, which is generating more sales, which is generating more conversion rate. You have predictive analytics. You can use statistics, econometrics, or machine learning. You create a new RL network model. You feed it all the data and you try to predict how well your marketing campaign advertising campaign will do. And for that, you have neural networks, decision trees, all these machine learning models, linear regression. F statistics, you can use all of these tools. If you cannot do it yourself, you can outsource or you can use, let's say something as simple as Microsoft copilot to get you all the analytics done to get you all the results from the analytics. You can use all these platforms. Always remember iterated improvement shows that campaign results or rather data shows that iterated improvements increase campaign results by up to 20%. 30% increase in efficiency, return on investment increases, and campaign results, the core objectives of your campaign, whatever they were in terms of numbers, numericals, they improve by 20% if you are tracking all your key performance in with that being said thank you, this was the last lecture. In the next lecture, I'll just conclude. Thank you so much. I'll catch you in the next lecture. 8. Outro: If there's one takeaway I want you to leave with, it's this digital marketing isn't about platforms or tools, it's about decisions. Across this course, we have looked at SEO, social media, email, paid advertising, and analytics, not as isolated tactics, but as parts of a single system, a system driven by consumer psychology, incentives, and measurable outcomes. As a decision scientist, I strongly believe that good marketing is simply good decision design, reducing friction, increasing relevance, and using data to continuously improve. I would encourage you to take these ideas, test them, measure what actually works for your audience, and iterate. That's where real advantage comes from. Thanks for spending your time with me, and I hope this course helps you think more clearly and more strategically about digital marketing.