Marketing

Unlocking Success: A Step-by-Step Guide to Crafting an Effective Media planning is a crucial aspect of advertising that involves identifying the most effective media platforms to advertise a client’s brand or product to their target audience. This process is not just about choosing the right platforms; it’s about maximizing the impact of advertising campaigns and ensuring they reach their target audiences as effectively as possible. What is Media Planning? Media planning involves working within advertising agencies or media planning and buying agencies. The aim is to develop appropriate strategies using creative thinking and research. These strategies are designed to ensure that campaigns reach their target audiences as effectively as possible. Knowledge of media and communication platforms is applied to identify the most appropriate mediums for building awareness of a client’s brand. Types of Media Planning Work Media planners work with various platforms: Press Television Radio New media, especially the internet via websites and mobile apps Other more unusual platforms include promotions on buses and taxis. Responsibilities of a Media Planner As a media planner, you’ll need to: Work with the client and the account team to understand the client’s business objectives and advertising strategy. Liaise with the creative agency team, clients, and consumers to develop media strategies and campaigns. Work on several projects at the same time, often for several different clients. Make decisions on the best form of media for specific clients and campaigns. Undertake research and analyze data using specialist industry resources. Identify target audiences and analyze their characteristics, behavior, and media habits. Present proposals, including cost schedules, to clients. Recommend the most appropriate types of media to use, as well as the most effective time spans and locations. Work with colleagues, other departments, and media buyers either in-house or in a specialist agency. Make and maintain good contacts with media owners, such as newspapers, magazines, and websites. Manage client relationships to build respect and gain their trust in your judgment. Proofread advertisement content before release. Maintain detailed records. Evaluate the effectiveness of campaigns to inform future ones. Salary ExpectationsTypical starting salaries for junior, assistant, and basic media planner/buyer positions range from £15,000 to £22,000. As a media planner with several years’ experience and managerial or team leader responsibilities, salaries are in the region of £25,000 to £40,000. At a senior level, salaries range between £50,000 to £80,000+. Working Hours You’ll usually work 40 hours a week. However, this isn’t a 9 am to 5 pm job. You’ll be required to have a flexible approach to your working hours. The role demands regular extra hours. For example, you may need to make new business pitches often at evening presentations. You’ll also be working extra hours to meet client-led deadlines. What to Expect Media planning is a high-pressure, fast-moving profession. Most agencies are based in London with others in major cities such as Edinburgh, Glasgow, and Manchester. However, opportunities in other areas are starting to increase. Large media independents are increasingly international in scope. Many are part of a larger media and communications group whose parent company may be based in another European country or in the USA. Large agencies may represent not only regional and local clients but also national and international clients. You’ll be office-based but will travel within a working day. Occasional overnight stays will be necessary depending on the international standing of the company you work for. The job involves a high level of contact with clients and media owners so includes a degree of socializing. Qualifications Although this area of work is open to all graduates and those with an HND, having degrees or HNDs in certain subjects may increase your chances: Business or management Communication and media studies English and journalism Marketing Psychology Statistics While it’s not impossible entry without a degree or HND is less common, but not impossible. Experience in advertising, marketing, or related fields can be beneficial. Skills Required As a media planner, you’ll need to have: Strong research and analytical skills to understand market trends. Excellent communication skills to present your strategies to clients and team members. Creativity and imagination to come up with innovative campaign ideas. Good negotiation skills to get the best advertising slots for your clients. Attention to detail and ability to work under pressure and meet deadlines. Career Prospects Media planning offers a wide range of opportunities for career advancement. With experience, you can progress to senior planner, media manager, and eventually media director roles. Some media planners also choose to specialize in a particular type of media or industry. The Future of Media Planning As we move further into the digital age, the role of a media planner is evolving. Traditional forms of media such as television, radio, and print are still relevant, but digital platforms are becoming increasingly important. This includes social media, search engine marketing, email marketing, and mobile apps. The rise of data analytics is also changing the landscape of media planning. With access to more data than ever before, media planners can gain deeper insights into consumer behavior and preferences. This allows for more targeted and personalized campaigns. In addition, technology such as artificial intelligence (AI) and machine learning are being used to automate and optimize media planning processes. These technologies can analyze large amounts of data quickly and accurately, making it easier for media planners to make informed decisions. Challenges in Media Planning Despite the exciting opportunities in media planning, there are also challenges that professionals in this field need to navigate. These include: Keeping up with changes: The media landscape is constantly changing, with new platforms and technologies emerging all the time. Media planners need to stay updated on these changes and adapt their strategies accordingly. Data privacy: With the increased use of data in media planning, issues around data privacy and security are becoming more important. Media planners need to ensure they are complying with data protection laws and ethical guidelines. Measuring success: Determining the success of a media campaign can be complex. It’s not just about

Unlocking Success: A Step-by-Step Guide to Crafting an Effective Digital Marketing Media Plan in 2024 Unlock the power of strategic marketing with effective media planning! Dive into the world where marketing objectives meet the right media platforms, creating a roadmap to your success Introduction A Media Plan is an essential document in digital marketing. It’s a comprehensive plan that outlines the strategy for a marketing campaign, detailing the channels to be used, the investment on each platform, the targeting strategy, ad formats, and estimated deliverables. What is a Media Plan? A media plan is typically an Excel sheet or a PDF table that contains three types of information for any campaign: Channel Mix: This includes the channels we are going to invest in for the campaign, such as Facebook, Google Ads, and YouTube, and the amount of money we are investing in each of these platforms. Targeting and Ad Formats: This section details what targeting will be used for each channel and what kind of ad formats will be used. Estimated Deliverables: This includes forecasts about how many impressions, clicks, views, leads, app installs, etc., we expect from each channel. In many cases, especially when onboarding a new client, a media plan is also referred to as the financial proposal which goes to the procurement team. Who Works on a Media Plan? In larger agencies, there are dedicated media planners and media planning teams who work on these media plans. They are generally the campaign owners. They create a media plan based on a strategy, get it approved, and then coordinate with digital media specialists. In smaller agencies or different setups, it’s often the digital media specialists who work on these media plans and send them to clients. Importance of a Media Plan Knowing how to create a media plan or at least understanding what a media plan looks like is crucial if you are associated with digital marketing in any way. Structure of a Media Plan A good media plan is generally divided into three tabs: Summary Tab: This is also known as the Media Plan Executive Summary. This tab is generally used when you need to get approval on this media plan from your client. Executive Summary of a Media Plan The executive summary of a media plan is generally for the Chief Marketing Officer or other decision-makers who need an overview without going into detailed information. This section typically includes: Client: The name of the client for whom the media plan is being created. Project/Campaign: The specific campaign that this media plan is for. Date of Plan: The date when the media plan was created. Campaign Dates: The start and end dates of the campaign. Version: The version number of the media plan. This is important because sometimes changes are made to the plan based on client feedback, and it’s crucial to keep track of these versions. Prepared By: The name of the person or team who prepared the media plan. Agency Fees: The percentage of agency fees, which can vary based on what you agreed with your client. Currency: The currency in which the media plan is presented. VAT: The value-added tax applicable to the services. Point of Contact: The person on the client side to whom you are sending this media plan. This summary tab also includes a table showing a cost-wise breakdown on each platform (like Facebook, Google Search, YouTube, Programmatic Display, and PG Deals), budget allocation per channel, estimated leads from each channel, and estimated cost per lead. Financials and Schedule The financials and schedule section contains columns for each platform (like Facebook and Instagram), market (like UAE), budget allocation (like 50% to Sharjah and 50% to Dubai), language targeting (like 100% Arabic), and theme of the keywords (like “buy house apartment townhouse villa in Dubai”). Filling the Media Plan Once you have your media plan structure ready, you can start filling it with the relevant information. Here’s how you can do it: Billing Metrics: This is where you mention how you are buying on each platform. For example, if you are buying on a Cost-per-view (CPV) basis on YouTube, you mention it here. The billing metrics will be different for each platform based on the buying model you are choosing. Audience Size: You can get the estimated audience size from each platform based on the targeting details you provide. For example, if you go to Facebook and provide the dates, budgets, and targeting details, it will give you an estimated audience size. Frequency: This is where you mention the average frequency of ads that should be shown to the same person within a specific duration. For example, if it’s a one-month campaign and you decided with the client that on Facebook and Instagram, you will not show more than four ads to the same person within this month. Rates: The rate here is for the buying model you are choosing. For example, in terms of YouTube, it’s CPV, so 0.03 is the CPV rate (Cost Per View). Similarly, for Google Search, it is CPC (Cost Per Click), so 2.1 is the cost per click on Google Search. Clicks: You can calculate the number of clicks by dividing impressions by Click Through Rate (CTR). For example, if the general CTR you should expect for this campaign on Facebook is 0.4 percent, you put it here so you will get the clicks. CPC: This can be easily calculated because you know the budget and the number of clicks. So CPC would be the total budget divided by the number of clicks. Once all these details are filled in your media plan, it can serve as a comprehensive guide for your digital marketing campaign. Calculating Metrics in a Media Plan Once you have filled in the basic information in your media plan, you can start calculating various metrics. Here’s how you can do it: Impressions: You can calculate impressions by dividing the total budget by the Click Through Rate (CTR). For example, if the CTR for

Performance marketing and branding are crucial aspects of marketing, with performance marketing being a direct, results-driven approach and branding being a salaried employee. Understanding the target audience is essential for both strategies, as local or nationwide audiences may require a more cost-effective approach. Influencer marketing is a powerful tool for branding, aiming to create buzz around the brand. The Four Pillars of Branding include strategic, visual, messaging, and awareness, which help create a strong brand that resonates with the target audience. Achieving the right balance between performance and branding is essential for business growth. The Power of Performance and Branding in Marketing Marketing is a vast field with numerous strategies and techniques. It’s divided into two main parts: performance and branding. Understanding these two aspects can significantly impact your business growth. Performance vs Branding Performance marketing is like having a salesman. You tell them, “If you sell one product, you’ll get Rs. 100. If you sell 1000 products, you earn money. If you don’t sell, I won’t give you money.” It’s a direct, results-driven approach. On the other hand, branding is like having a salaried employee. Their job is to meet people, create awareness about your brand, and build relationships. It doesn’t matter if they sell or not. A successful business is built on a mixture of both performance and branding. The Role of Influencer Marketing Influencer marketing is a powerful tool for branding. Brands often collaborate with influencers to talk about their products or services within a specific timeframe. This strategy aims to create a buzz around the brand, making people curious about what it offers. The Importance of Target Audience Whether you’re doing performance marketing or branding, understanding your target audience is crucial. If your target audience is local, branding might be more cost-effective. However, if your target audience is nationwide, performance marketing might be a better option due to budget constraints. The Four Pillars of Branding Branding rests on four major pillars: strategic, visual, messaging, and awareness. Strategic: This involves the company’s mission, values, and overall strategy. Visual: This includes the visual elements that represent the brand. Messaging: This refers to the communication aspect of the brand. Awareness: This involves making people aware of the brand. Understanding these pillars can help create a strong brand that resonates with your target audience. Conclusion Whether you’re just starting or have been in business for a while, understanding the power of performance and branding in marketing can help drive your business growth. Remember, it’s not about choosing one over the other; it’s about finding the right balance between performance and branding that works best for your business. The Strategic Pillar of Branding The strategic pillar of branding is intrinsic and often invisible to the customer, but it governs the entire company. It’s the foundation, the “NEEV,” upon which a business is built. This pillar encompasses the company’s values, purpose, mission, and vision. Values: The Ethics of Business Values define what’s right and wrong for a business. They form the ethical framework within which the company operates. Being honest, for instance, is a value that many companies uphold. It’s about being transparent with your customers and stakeholders, even if it means admitting mistakes or shortcomings. Purpose: The ‘Why’ of Business The purpose answers the question, “Why are we doing what we are doing?” It’s the driving force behind every action and decision in the business. For example, a company might have a purpose to generate individuals who can earn a significant income each month. Mission: The ‘What’ of Business The mission statement outlines what the company wants to achieve. It should ideally be quantifiable and time-bound. However, it’s important to note that missions can change over time as businesses evolve and pivot. Vision: The ‘How’ of Business While the mission explains what a company wants to achieve, the vision describes how it plans to achieve those goals. For instance, a company might have a vision to make earning an income more accessible by providing comprehensive digital marketing courses. The Evolution of Business Goals: Mission and Vision Business goals, encapsulated in the mission and vision statements, are not set in stone. They evolve as the business grows and adapts to the changing market dynamics. Mission: The Evolving Goal A mission statement outlines what a company wants to achieve. It’s the goal that drives every action and decision in the business. For instance, a company might start with a mission to generate individuals who can earn a significant income each month. However, as the business evolves, this mission can change. The mission should ideally be quantifiable and time-bound, but it’s important to remember that it can change over time. Businesses pivot, and with each pivot, the mission can change. This is a natural part of business evolution. Vision: The Changing Path While the mission explains what a company wants to achieve, the vision describes how it plans to achieve those goals. A vision can change as the business grows and explores new opportunities. For example, a company might start with a vision to make earning an income more accessible by providing comprehensive digital marketing courses. But as it grows and expands its offerings, this vision might evolve to include creating a one-stop platform for all financial needs. Values: The Constant Guide While missions and visions may change, values often remain constant. They form the ethical framework within which the company operates. Being honest, for instance, is a value that many companies uphold. It’s about being transparent with your customers and stakeholders, even if it means admitting mistakes or shortcomings. Visual, Messaging, and Awareness: The Other Pillars of Branding Apart from the strategic pillar, there are three other crucial pillars of branding: visual, messaging, and awareness. Visual: The Look of the Brand The visual aspect of a brand includes its logo, typography, colors, and images. These elements play a significant role in how the brand is perceived. For instance, a brand might use specific colors to convey certain emotions or values. Messaging: The

Understanding Digital Marketing Channels: A Comprehensive Guide Digital marketing is a crucial tool for companies to reach their audience and engage with potential clients. Channels, such as Snapchat and Google, are used to reach high-value audiences for products or services. Companies like luxury brands in the Middle East use Snapchat for high-value audiences, while e-commerce websites like Google target specific searches for specific products. Understanding these channels is essential for effective selling and reaching potential clients. What are Digital Marketing Channels? Digital marketing, in essence, is about getting your message out there. Whether you’re a company launching a new product, selling products, or simply wanting to reach your audience or prospective clients who might be interested in engaging with your business, digital marketing is your tool. All of this is done through internet channels. A channel within digital marketing refers to the medium you are using. For instance, some luxury brands in the Middle East prefer Snapchat because that’s where they find their high-value audiences – teenagers in the Gulf who engage with makeup and luxury brands. On the other hand, if you’re an e-commerce website selling jackets or electronics, you might want to be present on Google when someone searches for “black jackets for men”. In this case, Google is your channel. Popular Channels in Digital Marketing There are several popular channels in digital marketing. As a digital marketer or a business owner wanting to do digital marketing for your company, understanding each of these channels is crucial because each has its pros and cons and is suitable for certain needs. It’s important to note that as a business, you don’t have to choose just one channel. You can use a mix of channels, which is referred to as a media mix. When working with a client, they’ll often ask for your media mix – what channels and formats you will use and how much budget you will allocate to each. Some companies invest in all channels but there are always “hero channels” where most of their investments and efforts go into. They may be present on other channels as well but these hero channels are their main focus. Division of Channels Channels can be divided based on whether they require investment or not. For example, there are paid channels where you have to invest money as a company such as Search Engine Marketing (SEM), Display Advertising, Video Advertising, App Advertising, Social Media Marketing, etc. Social Media Marketing appears in both paid and non-paid channels because you can run ads on Facebook or other social media as well as just do organic content publishing. Paid vs. Non-Paid Channels Digital marketing channels can be divided into two categories: paid and non-paid. Paid channels include Search Engine Marketing (SEM), Display Advertising, Video Advertising, App Advertising, Social Media Marketing, Shopping Ads, Programmatic, Affiliate, Influencer, and Audio. Non-paid channels include SEO, SMM, Email, and Content. Interestingly, Social Media Marketing appears in both categories. This is because you can run ads on social media platforms (paid) as well as publish organic content (non-paid). Search Engine Marketing (SEM) SEM involves running campaigns and paying Google to show your results for specific keywords. These are the paid results you see on the internet marked with ‘Ad’ or ‘Advertisement’. For example, if you search for ‘flights’, the top results are usually ads from companies like Skyscanner or Flyscool which are running campaigns for that keyword. Search Engine Optimization (SEO) On the other hand, SEO involves optimizing your website to rank higher in search engine results for specific keywords. This is a non-paid channel and can drive a lot of free traffic to your website. The ranking on Google depends on various factors such as having a secure and accessible webpage (HTTPS), mobile-friendliness, page speed, user experience, quality content, social signals, and more. SEO teams or individuals in companies work to increase their ranking on search engines. They research trending keywords and try to include them in their website content to appear in more searches. For instance, in 2021 there was a surge in keywords for ‘work from home office setup’ and ‘COVID test labs’, so relevant companies focused on these keywords. Read More: The Best SEO Websites for Learning and Improving Your Search Rankings Display Advertising Display advertising is another paid channel where you pay for each click and not impressions. It’s also known as Pay-Per-Click (PPC) advertising. Search Engine Marketing (SEM) SEM involves running campaigns and paying Google to show your results for specific keywords. These are the paid results you see on the internet marked with ‘Ad’ or ‘Advertisement’. For example, if you search for ‘flights’, the top results are usually ads from companies like Skyscanner or Flyscool running campaigns for that keyword. Google Shopping Ads Google Shopping Ads are another form of paid advertising. These ads appear on Google Search and have a product image, price, and the website where it’s available. These ads are typically used by e-commerce retail websites and can appear on Google Search, Google Shopping Tab, and partner websites. Display Advertising Display advertising is another form of paid advertising where advertisers take up the whole banner space on a website. These ads can be a single image or a combination of images, text headlines, descriptions, and call-to-action (CTA) buttons. Google adjusts these elements based on the size available on a particular website. Retargeting Retargeting is a strategy used by advertisers to target users who have already visited their website or shown interest in their products. For example, if you visited a website looking for black jackets and didn’t make a purchase, the advertiser might retarget you with ads for black jackets on other websites you visit. Display Advertising Display advertising involves uploading creatives of certain standard sizes. Your designer cannot come up with any particular size and send it to a publisher. The most common sizes are 300×250 (Medium Rectangle), 300×600 (Half Page), 728×90 (Leaderboard), and 970×250 (Billboard). Non-YouTube Video Ads Non-YouTube video ads are the video ads that

Introduction to Digital Marketing: A Comprehensive Guide Welcome back to our digital space! Today, we’re going to embark on an exciting journey through the world of digital marketing. This course is designed to answer all your burning questions and provide a solid foundation for your online marketing journey. So, let’s dive right in! What is this course about? This course, titled “Fundamentals of Digital Marketing,” aims to introduce you to the foundational concepts of digital marketing and performance marketing. As of October 2022, this course encompasses everything you might encounter in the digital marketing or performance marketing landscape. While it won’t delve into every concept in detail, it will provide a quick snapshot of the entire industry. Who is this course for? This course is perfect for absolute beginners just starting their journey in online marketing. It serves as the first step towards diving deep into the digital marketing industry. Whether you’re looking to build a career in digital marketing or grow your business, this course is equally beneficial. In today’s crowded digital space, it’s challenging to understand the basics amidst all the noise. This course takes a step back to provide a holistic view of the entire digital marketing industry before you specialize in a particular area. It’s also helpful for interview preparation as we’ll discuss all fundamental concepts. What can you expect from this course? By the end of this course, you’ll be familiar with all the concepts of digital marketing as of October 2022. You’ll be ready to deep dive into a specific expertise within digital marketing. Please note that while this is a fundamental course and won’t cover any module (like PPC, SEO, etc.) in detail, it will give you an overview of all modules available in digital marketing at present. What’s next after this course? After completing this course, you can choose to become an expert in one of the modules of digital marketing or performance marketing. Even if you’re involved in PR or digital sales, this foundational knowledge is beneficial. Course Structure This course comprises 14 modules, each designed to make learning fun and easy. It’s equivalent to a diploma, if not better. We’ve gone through many diploma curriculums currently available and ensured that this course covers everything they do and more. We’ll also provide real-life professional examples that many diplomas fail to address because they’re not industry-specific. There will be quizzes throughout the course (details will be provided at the appropriate time), and we’ll share some essential resources that you’ll find useful throughout your digital marketing journey. Understanding the Digital Marketing Landscape Welcome back! In this section, we’ll delve deeper into the world of digital marketing. Whether you’re looking to grow your online business or simply want to understand the digital landscape better, this course is for you. Let’s get started! The Marketing Funnel Before we jump into Online marketing, it’s crucial to understand the concept of a marketing funnel. This is a common term you’ll hear within marketing and digital marketing circles. The funnel represents the customer’s journey from awareness to purchase. The funnel starts with awareness, where companies aim to inform people about their products. For example, Uber launching in Egypt might use YouTube ads to announce their arrival. Next comes interest. Customers who know about your company and are interested in your product fall into this category. For example, if you’re aware of Renault and want to know about their new car launches, you’re in their interest bucket. Concentration is when customers consider your product or service. For example, if you’re thinking about going on a desert safari and see ads for it on review websites, that’s concentration. Intent is an extension of concentration. It’s when customers have a lot of concentration but don’t make it to the final list. The aim here is to develop people’s intent towards your brand more. Finally, the purchase is when customers complete the transaction. Digital Marketing Channels Online marketing channels are any channels based on the internet. Examples include social media websites, emails, and even digital billboards (known as digital out-of-home advertising). These contrast with offline advertising channels like TV, radio, newspapers, and outdoor billboards. The Ideal Digital Marketing Setup An ideal Online marketing setup involves a combination of traditional marketers (often seen in suits) and digital marketers (the nerds). This setup ensures a balance between traditional marketing strategies and the data-driven approach of digital marketing. The Shift from Offline to Online Advertising The digital marketing landscape has seen a significant shift from offline to online advertising. But why did this drift occur? Let’s delve into the reasons behind this transition. Why the Drift? According to Statista, an estimated $566 billion US dollars will be spent on online advertising alone. This shift is primarily due to the focus on Return on Ad Spend (ROAS). Companies can now understand in real-time how much profit their Online marketing or online advertising investments are generating. This real-time, incremental value was not possible with offline advertising. Benefits of Digital Marketing Over Offline Advertising 1. Optimization With digital marketing, campaigns can be optimized in real time. For example, if a campaign isn’t performing well, changes can be made and the impact of those changes can be seen within hours. This level of optimization isn’t possible with offline advertising. 2. Investment Digital marketing is feasible for small businesses as it doesn’t require huge investments like TV, radio, or newspaper advertising. 3. Measurement Digital marketing allows for precise measurement of campaign performance. You can track how many people saw your ad, clicked on it, and even made a purchase. 4. Customization Online marketing campaigns are highly customizable. For example, a food delivery app can show breakfast menu ads from 8 to 12, lunch menu ads from 12 to 2, and dinner menu ads in the evening. 5. Targeting With Online marketing, you can target specific demographics or regions. For example, if a food delivery app only delivers in certain cities within a country, it can target its ads to those specific cities. Common Objectives

Performance Marketing Fundamentals Welcome to the second module of our Performance Marketing Fundamentals course! In this module, we’ll familiarize you with the lingo commonly used in digital marketing. We’ll cover terms like Performance Marketing, Advertiser, Publisher, Ad Network, Agency, Tech platforms, KPIs, different buying models, and various types of advertisers you may come across in the digital marketing industry. What is Performance Marketing? Performance Marketing is a sub-strategy within digital marketing. It’s called “Performance” Marketing because we can directly relate the marketing efforts to the results achieved. These results could vary from views, impressions, clicks, leads, installs, etc. For example, if a company has an app and wants to increase its installs, a Performance Marketing initiative or professional can help run digital marketing campaigns to directly measure and create these results. Digital Marketing Lingo Let’s delve into some common terms used in the digital marketing industry: Advertiser: The entity that wants to advertise their product or service. Publisher: The platform where the advertisement is displayed. Ad Network: A company that connects advertisers to publishers. Agency: A company that manages advertising campaigns for advertisers. Tech Platforms: Platforms that provide technology for managing and optimizing advertising campaigns. KPIs (Key Performance Indicators): Metrics used to measure the success of an advertising campaign. Buying Models: The methods or strategies used to purchase advertising space. Structure of Marketing Teams Marketing teams in big companies are usually divided into offline and online (or digital) teams. The online team is further split into brand and performance teams. The brand team focuses on communications, PR, and company-wide messaging. The performance team focuses on achieving specific results like app installs or website traffic. Understanding the Digital Marketing Ecosystem In the digital marketing ecosystem, there are several key players and concepts that you need to understand. Let’s delve into them: Advertiser An advertiser is an entity that wants to advertise their product or service. They are the ones who pay for the advertising space to promote their offerings. Publisher A publisher is a platform where advertisements are displayed. This could be a website, a blog, or even an app like Candy Crush. Publishers create content that attracts users, and they monetize this content by displaying ads. Ad Network An ad network is a company that connects advertisers to publishers. They manage the distribution of ads across various publishers. Agency An agency is a company that manages advertising campaigns for advertisers. They handle the strategy, execution, and optimization of these campaigns. Tech Platforms Tech platforms provide technology for managing and optimizing advertising campaigns. They offer tools for tracking performance, automating tasks, and analyzing data. KPIs (Key Performance Indicators) KPIs are metrics used to measure the success of an advertising campaign. These could include views, impressions, clicks, leads, installs, etc. Buying Models Buying models refer to the methods or strategies used to purchase advertising space. This could be on a cost-per-click (CPC), cost-per-impression (CPM), or cost-per-action (CPA) basis. Different Types of Advertisers There are various types of advertisers in the digital marketing industry. Some advertisers aim to increase brand awareness, while others focus on driving website traffic or generating sales. Understanding Advertisers and Buying Models In the digital marketing ecosystem, there are several types of advertisers and buying models. Let’s delve into them: Types of Advertisers Business to Business (B2B): These are companies that sell their products or services to other companies. For example, a company that sells accounting software to other businesses is a B2B advertiser. Business to Customer (B2C): These are companies that sell their products or services directly to consumers. For example, Nestle sells its food products to consumers through retailers. Direct to Customer (D2C): These are companies that sell their products directly to consumers without going through a retailer. For example, Lenskart sells its eyeglasses directly on its website. Buying Models Cost Per Day (CPD): In this model, advertisers pay a fixed amount for each day their ad is displayed on a publisher’s site. Revenue Share: This model has recently become popular among e-commerce websites. In this model, advertisers share a percentage of the revenue generated from the ads with the publishers. Understanding User Journey and Key Metrics in Digital Marketing In digital marketing, understanding the user journey and key metrics is crucial. Let’s delve into these concepts: User Journey The user journey refers to the path a user takes from seeing an ad to taking the desired action. For example, a user might see an ad for a jacket on a website like BBC, click on the ad, get redirected to the advertiser’s website (like North Face), and then decide to purchase the jacket. Key Metrics Here are some key metrics used in digital marketing: Impressions: An impression is counted each time your ad is loaded on a webpage. Even if the ad is outside of the viewport (the visible area of the webpage), it still counts as an impression. Viewport: The viewport is the visible area of a webpage. As you scroll up or down, different parts of the webpage enter and exit the viewport. Viewable Impressions: Viewable impressions are counted when at least 50% of your ad appears in the viewport for at least one second. This gives you an idea of how many times your ad was actually seen by users. Reach: Reach refers to the number of unique users who saw your ad. For example, if one person sees your ad three times, that counts as three impressions but only one reach. Reach gives you an idea of how exposed your campaign was. Frequency: Frequency is the average number of times each person saw your ad. It’s calculated by dividing the total impressions by the reach. For example, if your campaign had 10 million impressions and a reach of 1 million, the frequency would be 10. Understanding Video Metrics in Digital Marketing In digital marketing, video ads have their own set of metrics. Let’s delve into these: Views A view is counted when a user watches a video ad for a certain

The Top 8 High-Demand Skills in Digital Marketing Hello there! In this post, we’re going to discuss the eight high-demand skills in digital marketing that are currently in demand and are likely to stay that way in the near future. This list is curated from my decade-long experience in the industry, conversations with colleagues, and interactions with clients. The Growing Demand for Digital Marketing Skills Digital marketing skills are very much in demand at the moment, and the industry is far from saturation. Every day, more companies realize the need to invest in digital marketing and join the industry. With this growing demand, digital marketing professionals are being paid well, primarily because they directly impact any client’s business they work with. The Modern Skill Set Before we delve into the eight key skills, let’s take a look at what a modern skill set looks like. As you can see in the image below, it’s a mix of strategic skills, technical skills, and creative skills. The ideal digital marketer should be at the intersection of these three areas. 1. Data Science Data science is usually associated with data interpretation and analytics. However, I’ve noticed a gap in the industry: many good data scientists don’t understand media and media metrics. For instance, I once worked with a data scientist who was excellent at his job but didn’t understand media metrics. This lack of understanding led to errors when presenting reports to clients. Therefore, there’s a need for data scientists who understand media or media specialists who understand data science. If you’re a media specialist looking to learn data science, Google’s GCP certification is a great place to start. 2. Basic Know-How of Important Tools With the boom in e-commerce and small companies investing in digital marketing, it’s essential to know how to use important tools like Canva. Many small companies don’t have a creative team or branding guidelines, so they rely on their digital marketers to create ads for them. 3. Marketing Automation and Data Handling The third skill on our list is marketing automation and data handling. With the boom in e-commerce and the proliferation of digital products and courses, it’s crucial to automate as many processes as possible. For instance, if you’re working with a client selling courses, setting up an automation system for them can streamline their marketing efforts. Moreover, with the increasing importance of first-party data, you need to know how to collect, store, and activate this data for your clients. One tool that’s going to be in demand in the near future is Customer Data Platforms (CDPs), such as Tealium. 4. Market and Competitor Intelligence and Analysis The fourth skill is market and competitor intelligence and analysis. At any given point, you need to know what’s happening in the market, what your competitors are doing, and how to stay ahead of them. Conducting a competitor audit can provide a wealth of information about what’s working for them and where you should start. 5. Knowledge of HTML and JavaScript The fifth skill is knowledge of HTML and JavaScript. This skill can be particularly useful when you’re working with ad tags, macros, or testing landing pages. For instance, I once worked on a client project where there was a discrepancy between the publisher’s report and the client’s report. Knowing HTML and JavaScript helped me identify the issue and resolve it. If you’re interested in learning these languages, W3Schools is a great resource. 6. Understanding the Digital Marketing Ecosystem The sixth skill is understanding the digital marketing ecosystem. In this ecosystem, there are three parties involved: the advertiser, the publisher, and the user. It’s crucial to understand how these parties interact with each other and how ads are served across different platforms. For example, if you run a video campaign on Facebook, can the ad show on TikTok? If you run a search campaign, can your search ads show on websites like Dubizzle? These are the kinds of questions you should be able to answer confidently. 7. Understanding the Fundamentals of Marketing The seventh skill is understanding the fundamentals of marketing. While digital marketing is heavily dependent on numbers and data analysis, it also relies on the basic principles of marketing. Your digital marketing strategy should be a mix of logic, analysis, and emotions that are crucial in any marketing campaign. Studying the basics and fundamentals of marketing can give you an edge and help you succeed in your career. 8. Openness to Learning The last skill on our list is openness to learning. The digital marketing industry is always evolving, with new technologies and trends emerging regularly. To stay relevant and successful in your digital marketing career, you need to stay ahead of these trends and be open to learning new technologies. In conclusion, these eight skills are crucial for anyone looking to excel in the field of digital marketing. From understanding data science to being open to learning, each skill plays a significant role in shaping a successful digital marketer. Read More: The Future of AI in Digital Marketing: Opportunities and Challenges  

Blog for Every Business Owner: Digital Marketing for Businesses Hello everyone, I’m Rajat Rastogi the Founder of Internet Gurukul the best Digital Marketing agency in Meerut.  My new goal is to shift from the agency model and focus on content creation. I aim to generate a plethora of quality content, connecting with people both offline and online. Empowering India’s Digital Marketers My goal is to help create many people in India who will earn at least 1 lakh per month. You don’t need to purchase any of my courses unless you’re earning that amount. In the future, I might offer courses because I need to earn money too. Scaling Your Skills Today, I’m going to discuss the next-level skills you need when you want to scale your business. This Blog is about digital marketing for businesses. As a business owner, you must understand what companies need in terms of digital marketing. Understanding Business Fundamentals If you want to excel in digital marketing, you must understand business fundamentals. Many business owners might think they don’t know the business. But what I’m going to share with you are basic MBA concepts. These concepts will open your mind from a business perspective. The Courage of Marketing Many people think that if they solve a problem, their product will go viral. But let’s take Uber as an example. Uber is solving a problem and doing a good job. But it took them 12-13 years to report a profit. As a business owner, can you afford such a long loss? Probably not. So, I believe that we should become good marketers. Only then can we sell our products effectively. You might be a good cook and make delicious food. But until it reaches the right audience, there’s no sense in making it. The Evolution of Marketing Marketing doesn’t happen on its own. Word of mouth exists, but it’s not as effective as we think. For instance, if you like my YouTube channel along with 10 others, will you recommend all of them to your friend? Will they watch all those channels? Probably not. So, word of mouth isn’t a guaranteed way to scale. Let’s talk about how marketing has evolved. This is crucial because understanding this evolution will help you grasp what marketing is and what we can do in marketing. The Production Concept Let’s start with the production concept of Henry Ford, the founder of Ford Motors. Cars used to be made by hand, which was time-consuming and expensive. Henry Ford introduced the assembly line, making the system so efficient that products started being made very quickly. This allowed him to achieve economies of scale. The Product Concept Next came the product concept. We started productizing our offerings and improving the quality of our products. The Selling Concept Then came the selling concept. I’ve seen this in my childhood. Many people used to sell by ringing a bell. However, this concept evolved because people understood that their reputation was getting tarnished due to aggressive selling tactics. The Marketing Concept We wanted our business to be sustainable and our customers to come back again and again. This led to the evolution of the marketing concept, which is what we’re studying today. A person wants to offer a product that he wants at the right time and the right place. If he wants it online, he can get it online. Today’s marketing is about a shop where there’s a line of different people, and the shopkeeper has different products for everyone. The Relationship Concept The relationship concept in marketing is a bit dicey. If your average ticket price is low and your efforts are increasing, then relationship marketing might not be the best approach. For example, if you’re selling flour for Rs. 10, what can you do for Rs. 10? You have to save at least Rs.1. If a meeting takes 2 hours, it will cost you some salary. Network Marketing Network marketing is another concept where you hire a friend who already has established relationships and can sell to their friends. However, this approach can be risky as it can potentially harm personal relationships if the product or service doesn’t meet expectations. The Importance of Ethics Ethics is subjective. What is right for one person might not be right for another. For example, if a farmer’s son earns 1 lakh per month, it’s a big achievement. But for someone who has grown up in a wealthy family, buying a big car or office might not be a big deal. The Power of Affiliate Marketing Affiliate marketing is a powerful tool in today’s business world. For example, I interviewed a company that was playing with affiliate marketing. They had multi-tiered the course and offered a 50% affiliate commission. The Limitations of Relationship Marketing I believe that relationship marketing can’t scale. It’s not wrong; it’s just not feasible for large-scale operations. Schools and colleges do relationship marketing because they have a limited number of students. Holistic Marketing: The Future of Marketing Holistic marketing is the concept of today. What is being taught in books is outdated. It’s from the 1970s and 1980s. Today, companies are playing a big game with employee discounts. An employee will buy a product for themselves, adding relevancy to the product. Employee Discounts Employee discounts are a big game. For instance, if my product costs Rs. 100 and my margin is Rs. 20, I can offer a discount to my employees and still make a profit. This also adds relevancy to the product. Network Marketing Network marketing involves leveraging existing relationships to sell products. For example, if you’re an Apple employee and get a 10% discount, your friends might be inclined to buy Apple products through you because of the discount. Digital Marketing Utilizing digital channels and technologies for advertising, promotion, and customer engagement. The Power of Social Responsibility Social responsibility is another important aspect of marketing today. Many companies claim to be carbon neutral, but does it impact us? Probably not.