Author: workhouse123
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Lead Generation Process
The lead generation process (according to ‘The Definitive Guide to Lead Generation by Marketo’) involves:
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Basics of Lead Generation and Conversion Marketing
Lead generation, by definition, is the generation of consumer attention or inquiry into products and services of a business. A lead is differentiated from a visitor or a prospect primarily in its intent, as it is more ‘qualified,’ thus, has higher chances of conversion. In our discussion on the REAN Marketing Funnel, we touched upon the…
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UNDERSTANDING DIGITAL MARKETING CONVERSION
In the last chapter, we discussed the communication and channel strategies for digital planning. The key objective of these strategies is to generate leads and get the consumer to convert for a sale. This chapter discusses the set-up required to achieve this end goal in terms of building websites, landing pages, or marketing apps to…
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Key Display Ecosystem Players
To understand the commercial ecosystem of display advertising, we need to primarily understand the options through which marketers have to place different types of display ads on to their target websites. There are multiple tools and technologies which have been developed across the ecosystem to support both the buy side (advertisers) and the sell side…
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Delivery Method (How an Ad Is Served)
The most important aspect of display advertising is the way graphical images are served when any user visits a particular page on a website. The basic process steps for the delivery of any advertisement online are shared below. Figure 6.12 shows the steps right from the time when the user visits a particular web page and…
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History of Display Marketing
The first instance of online advertising was a joint venture in the 1980s between IBM and Sears, known as Prodigy, which started displaying banners at the bottom of the screen to promote Sears (one of the top retail chains in US) products. The first clickable web ad was sold by Global Network Navigator (GNN) in…
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Brand-Based Marketing (Display Marketing)
The next widely deployed digital marketing channel is display marketing which takes along with it all forms of online advertising (be it across web, mobile or other emerging platforms like kiosk, surface, etc.) and is executed through graphical digital images similar to billboards, newspaper ads, and television ads. A display ad is typically embedded into…
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Working of Search Engines
In Fig. 6.11, we have showcased the working of any frontline search engine which involves the following steps: Figure 6.11 Working of Search Engines Advantages of SEM, SEO as Marketing Channels
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Intent-Based Marketing (Search Marketing)
Widely considered as the harbinger of the field of digital marketing, intent-based marketing, (also widely known as search marketing) became one of the early ways in which marketers could use internet for digital marketing in a structured and predictable manner. In the pre-search marketing era, companies were mostly using internet as a fringe medium to…
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INTRODUCTION TO DIGITAL MARKETING CHANNELS
As seen in the last part on designing the communication mix, a marketer can use multiple channels to communicate varied elements of their communication to share a set of integrated messages which touch consumers across all their media interactions. In this part we would study (in detail) the origin and development of each of these…