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CONTENTS






03 Book Description 11 About the Author


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04 Author’s Speak

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05 Key Features

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06 Topics Covered

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07 Sample chapter





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ISBN: 9789387067608

DIGITAL MARKETING

Author - Seema Gupta















Book Description




Digital Marketing blends theory with practice and encompasses all important
topics covered under the purview of digital and e-marketing. It provides a
detailed explanation to different marketing platforms such as Facebook,
LinkedIn, Twitter, Snapchat, etc. It also discusses the varying nature of different
platforms and imparts know-how and suitability of different marketing tools
with respect to customer needs, tastes and behavioral patterns.


The book starts from the very basics of the subject area and extends the
discussion to advanced topics such as optimizing user experience, advanced
SEO, optimizing campaigns, webmercials, e- and m-marketing, etc.
Supplemented with actual screenshots, cut-outs, case-studies and real-life
examples, the book makes the learning journey interactive and engaging,
thereby offering value to marketing students and working professionals alike.





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A Message from the Author:








































Digital Marketing has become a mainstream course, it is no
longer a choice but an inevitable part of marketing. Digital
Marketing as a comprehensive book straddles breadth as
well as depth in different facets of digital marketing, and
balances theory and practice, would aid the learning of digital
marketing. Lack of a book exclusively on digital marketing may
make it difficult for participants to pre-read or refer to any
material for a detailed and at their own pace understanding.
This book on Digital Marketing aims to bridge this gap.











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Key Features :





Exhaustive coverage on core digital marketing aspects such
as – LinkedIn Marketing, Instagram and Snapchat, Mobile Marketing

Interspersed with takeaways for budding managers such as examples
and sample screen-shots for understanding usage of digital marketing
platforms

Pedagogical features viz., Chapter-end Exercises comprising Concept
Review Questions, Critical Thinking Questions, Projects; blended
with numerous real-life examples – 9 short cases, 15 exhibits, and 17
long cases (with case questions)

Web supplements for instructors – PPTs and Question Bank





































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Topics Covered :




01 INTRODUCTION TO DIGITAL MARKETING

02 DISPLAY ADVERTISING

03 SEARCH ENGINE ADVERTISING

04 SOCIAL MEDIA STRATEGY
Key Features :
05 FACEBOOK MARKETING

06 LINKEDIN MARKETING

07 TWITTER MARKETING

08 INSTAGRAM & SNAPCHAT

09 MOBILE MARKETING

10 SEARCH ENGINE OPTIMIZATION

11 WEB ANALYTICS


Click here for OLC Username: digital1e
Password: marketing


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Talking Points:Sample Chapter










2
Chapter





Display Advertising











Learning Objectives

After reading this chapter, you will be able to
c Know the importance of including display advertising in your digital advertising plans
c Plan and execute a display advertising strategy
c Understand the significance of various buying models in advertising
c Explain the significance of programmatic advertising and understand different aspects
of display advertising ecosystem


introDuCtion
Picture Superiority Effect (PSE) is a phenomenon which drives display advertising. According to PSE, the
human brain is more likely to remember images and pictures than words. This phenomenon is used in many
aspects of everyday life which involve communication, and display advertising is one such key application.
It is the art of communicating your message using attractive creative and images which help in better recall.
The emergence of Internet as the zero moment of truth has made it vital for companies to have a good
1
digital presence. Consumers search on the Internet before purchasing the product. Ford New Zealand noticed
this trend in early 2014 and decided to bolster its online customer experience to build brand awareness
and brand preference. The company developed interactive display banners and coupled them with tailor
made content aimed at engaging with customers across different websites. It used Google Display Networks
(GDN) to channel all its online resources towards driving prospective customers to showrooms. Further, Ford
also created a new website with structured information and visually appealing images about all its cars and
marketed it to its targeted audience. This entire exercise yielded great results for Ford. They are as follows:
d Average time spent on the website by audience tripled.
Number of website visitors increased by 60 per cent year over year (YoY).
d

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Sample Chapter








Display Advertising 27
Bounce rate on the website dropped from 65 per cent to 1.5 per cent.
d
d 5 per cent of the leads in the year came directly because of display advertising.
This display advertising campaign was a gigantic success in the history of Ford New Zealand (Figure 2.1).
What is so special about display advertising that it turned the tables for Ford New Zealand? How can you as
a digital marketer use it to your advantage? Let us try to understand this in the chapter.











Figure 2.1 Ford i
Courtesy: Ford and Ford logo are registered trademarks of Ford, used with permission
2.1 ConCept of Display aDvertising
Display advertising refers to the act of communicating the advertising message using visually rich media.
The main objective of display advertising is to build brand image. The first step in building brand image is
to create awareness. Display advertising is very powerful in creating awareness as it is a push medium, and
hence can be shown on websites with huge traffic to reach maximum users. The mode of communication
may be through traditional media or digital media. Traditional media includes print (newspapers, magazines,
pamphlets, journals, etc.) and television.
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Display ads can be either native or non-native. In native advertising, the ad content and outlook is native
to the environment of the page on which it is being displayed. Unlike banner (display) ads which are easily
identifiable and differentiable, native ads are not easily differentiable as they blend well with the content of
the page, its environment and context.
2.1.1 Display Advertising Media
Do you know that ads on TV and print are also a form of display advertising? The most important objective of
display advertising is awareness and brand building. For awareness, the most important requirement is ‘Reach’.
The metrics for measuring the reach is different in different mediums of display advertising (Figure 2.2).
Each of these modes has its own set of pros and cons. For this chapter, our interest lies in the online mode.
Print Media
Print media is the most traditional mode of communication and has been there for several years. The metric
for measuring the reach in print media is the circulation or number of readers. Figure 2.3 is an example of
display advertising in the print media.

i https://www.thinkwithgoogle.com/case-studies/ford-new-zealand-reaches-shoppers-with-gdn.html. Retrieved on March 20, 2017





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Sample Chapter








28 Digital Marketing
Readers





Unique users
Viewers
Figure 2.2 Reach metric in different mediums of display ads
Television
Television advertising has video content and has better
engagement rates than the print media. The metric for
measuring the reach in TV is the number of viewers. ii
Digital
Display advertisements include ads served both via mobile
and website. The metric for measuring the reach in digital
is unique users and page views. Figure 2.4 is an example of ii
display advertising in digital media. Figure 2.3 Display ad in print media










Figure 2.4 Display ad
Courtesy: Yahoo and the Yahoo logo are registered trademarks of Yahoo Inc., used with permission
Unique Users
Unique users are distinct individual users who have visited a particular site. This number is tracked based on
either the cookie ID of the browser or the IP address of the device from which a user browses the website.
Whenever someone opens a website for the first time, a cookie is stored in the browser of the device they are
using. From then on, no matter how many ever times they open the website during a period from the same
browser and device, they will not be counted as a new unique user.


ii Source: https://www.google.co.in/imgres?imgurl=http://img.kiosko.net/2012/08/16/in/times_india.200.jpg&img refurl=http://en.
kiosko.net/in/2012-08-16/np/times_india.html&h=317&w=200&tbnid=HhhzATdWf8okhM&tbnh=253&tbnw=160&usg=__ATlOOx4
vkV5BV1fXMDuPY7y2LJg=&hl=en-IN&docid=4tFB-si6dcUfVM. Retrieved on March 20, 2017




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Sample Chapter








Display Advertising 29
However, if they use a different browser on the same device or if they use a different device altogether,
again a cookie will be stored in the new browser of the device and they will be counted as unique visitors.
Page Views
Whenever an individual visits a new page on a website, it is considered as a page view. This visit may be by
a repeat audience or by a first-time visitor to the website. For example, consider that you opened Yahoo for
the first time in your device. The figures show the unique visitors count and page views count. Let us assume
that you are the only person visiting the Yahoo website, then initial unique visitors count = 0 and page views
count = 0.
Page 1 The first time you open a page on Yahoo (It could be homepage or any other page) on your device,
the unique visitors count = 1 and page views count = 1.
At this stage, a cookie from Yahoo is stored in the browser of your device (Figure 2.5).






















Figure 2.5 Yahoo page 1
Courtesy: Yahoo and the Yahoo logo are registered trademarks of Yahoo Inc., used with permission
Page 2 Now, if you click on any link on this page and it redirects you to another page on Yahoo as shown
in Figure 2.6, then the unique visitors count = 1 and Page Views Count = 2.
Here, the unique visitors count remains the same because the cookie from Yahoo is already stored in your
browser when you visited Page 1. But, the page views count increases to 2 because you visited a different
page.
Page 3 From Page 2, if you jump to the News section of Yahoo, then the unique visitors count = 1 and the
page views count = 3. Even in this case, the unique visitors count remains the same, but the page views count
increases by 1 because you visited a new page from the same browser and the device (Figure 2.7).
Click here to view the entire chapter




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About the Author


Seema Gupta
Associate Professor, Indian Institute of
Management Bangalore (IIMB), Bengaluru












Seema Gupta is the Chairperson of a postgraduate programme in Enterprise
Management (PGPEM) at IIMB. She specializes in digital marketing and
provides corporate training and consultation in the same field. She is also a
visiting faculty at Esan University, Peru.


She has published papers in reputed journals such as Journal of Marketing
Theory Practice, Public Relations Review, Corporate Reputation Review,
IIMB Management Review and Vikalpa. Winner of EFMD Best Case Award
(2011) and ISB-IVEY Best Case Award (2011), Prof Gupta has written cases on
marketing challenges faced by companies such as Volkswagen, Bosch, Nielsen,
DDB Mudra, Dainik Bhaskar, etc. Her cases have been registered with Harvard
Business School Publishing. She has presented papers at several international
conferences. Her articles have appeared in national media such as Economic
Times and Financial Express.

Prior to IIMB, she has worked with RPG Group in sales and marketing
function and Mudra Institute of Communications (MICA). She is a badminton
player and a startup enthusiast. She regularly advises startups on the
go-to-market strategy.






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