Digital MMarketing

1. WORLD GOES DIGITAL It’s no secret that the world has embraced all things digital since the birth of the internet. Now we’re going to talk about how many people are online worldwide, and find out how those people are spending their time online. And finally, you’ll learn how your business can benefit from the still- booming digital trend. To give you an idea of the explosion of online usage over the last 15 years, consider this: In 2000, about 361 million people were online worldwide. In 2016, there were over 3 billion. That’s a growth rate of 764%! Today, nearly half the world is online. In India, the numbers are growing at an impressive rate with over 34.8% Indians having Internet access in 2016. Indians are so connected that they have an average of 0.80 mobile subscriptions each, that’s nearly one mobile line per person! No matter which device they use, on average, people spend over 3 hours per day which is more than 90 hours in a month! So what are they doing with all that time online? And how can your business tap into this opportunity? Many of these digitally connected people are shopping.Studies say that, there would be close to 100 million online shoppers in India by the end of 2016. Online video has also seen double-digit growth in the last five years, with millions everyday watching video on social sites or via websites such as Youtube, Netflix, etc. And people are spending hours, socialising and sharing—nearly 2 and a half hours of their time spent online per day is on social media sites. If you’re a business owner, all these people doing all these things online presents loads of potential for you. And as time goes on, people will continue to use the Internet in even more ways that will impact your business.

2. It’s been truly a modern miracle to witness how the Internet has transformed our daily lives in such a short span of time. In every country, in every region, across the globe, the world has made a fundamental and profound shift to digital. This is an opportunity any small business can embrace. Stay with us and we’ll show you how. DIGITAL OPPORTUNITY So you’ve seen how digital has transformed our daily lives, but now, let’s get practical. What do the growing number of online opportunities actually look like for you? In this video, we’ll discuss the core components of digital, how they relate to YOUR business and how to get started. Let’s say you’re a retailer whose business has grown strictly through referrals and word of mouth. So far, you’ve not had any digital presence, but now you want to take your business to the next level. How will being online help your business succeed? One of the biggest advantages to being online is reaping the benefits of search. Having a digital presence means you’ll be visible when people go online and search for a business like yours. So let’s assume someone searches for “designer boutiques” and your store appears in the results. How can this benefit your business? Well, the possibilities are virtually endless. When a customer clicks a link to your website there’s so much they can learn about you. They might watch a video you posted about new upcoming fashion that demonstrates your knowledge.

3. They could read testimonials from happy customers. They might look through your pricing guide, find your store on a map, or find out that you offer free stitching services for first customers Maybe they’ll fill out a form to ask a question. They might even click over to your social media sites where they’ll find even more tips, photos and videos. You might not start by having all these features on your website, but these examples should give you a sense of the many ways you can benefit from being online. And guess what? There’s more! Your online presence can also give you valuable insight into prospective customers: what they want, and how to give it to them. How? Well, digital allows you to show targeted advertising to people right when they’re looking for what you offer. For example, using search advertising, you can show ads to potential customers. Such as people searching for “wedding wear in Mumbai.” You can also restrict the ads to show within a certain geographic radius of your shop. You can learn to use analytics tools to find out if people clicked on your ad, visited your site, and took certain actions. Like filling out a form or watching a video. Exciting right? But how do you get started? Well first, don’t be intimidated: the tools and technologies available today are easy to learn, easy to use and easy to acquire. Many are even free. In fact, for many businesses, the biggest challenge to being online isn’t getting used to the tools, but putting together a plan.

4. We’ve got lots of videos that are going to help you do just that, but let’s run down a quick list of the major things you want to consider. The first is scope. Web, mobile, social … there are so many options. Where do you want to start, and where do you want to go? Next is Technology and Content : Decide if you’ll handle the technical and creative aspects of the site yourself—which may take more time—or get help, which may take more money. Finally you’ll want to consider Cost and Time: Set a realistic budget and an achievable schedule with clear milestones—and commit fully to both. Every day, thousands of small business owners are making the web work for them. The opportunity to reach customers from around the corner and around the globe is too big to ignore. It’s time to take the plunge and go digital! ONLINE GOALS Every business has different objectives. It’s good to know exactly what you want to achieve online, as it can help you set the right priorities and put your plan into place. Because you don’t want to feel too overwhelmed. There are lots of clear ways digital can help your business. Such as building relationships on social networks, selling online, finding new customers. Or even keeping the existing ones. It’s good to start by asking yourself a simple question: why exactly, do I want to be online? Imagine you own a café. Your ultimate goals could be: to sell more coffee

5. and sandwiches and tempt people to try daily specials and other items from your menu. But before anyone can walk through your door, they have to know you exist. This is a great goal that digital can help you with. So let’s start with that one: Getting the word out in the digital world. One easy win is listing your business in local online directories. So, when people look for a local café on search engines, or online maps, your business will show up. Then you might decide to build a website to share information about your business. This could be things like, your opening hours, your location, your prices and the services you offer. Maybe even photos and videos that could entice new customers to walk through your door. You could set up a social media page- like on Facebook, Google+ or Twitter where you could post photos of your creations, offer special deals and really connect with your customers. As you start achieving these goals and more people become aware of you, your goals may naturally evolve and you might want to shift your focus towards turning visitors into paying customers. You could add new features to your site like: making reservations, a “reviews” section where people can say nice things about you, or even an online order facility. Now that you’re using digital to attract visitors, and turn them into customers, you could start expanding your business by investing in online

6. advertising. Whatever your ultimate digital goals are, or where you currently stand, your priorities will naturally change and grow with your business. Now to make sure you’re meeting your objectives, it’s really important to measure your progress along the way. This is called “analytics”. Analytics lets you know what’s working well, and what could be tweaked. We’ll dive into this more later, but with digital you’ve got lots of options for measuring your success. So let’s recap. Before you dive into the digital world, think about exactly what you’d like to achieve. Then, prioritize different online opportunities to help you accomplish your goals. BUILDING ONLINE PRESENSE Hey! We’re going to look at the first step to going digital: staking your claim online. You’ve got lots of options for building a digital presence, including things like local listings, websites, mobile Apps and social media. If you get these basics right, it could make a world of difference. These days, it’s easy for anyone to make a home online. But while a website might be the first thing that comes to mind, you don’t necessarily need to start there. Let’s say you cafe owner for example, your first step to finding customers online, and being found online, might be to list your shop in local online directories like Google My Business. Then when someone searches Google for cafes in your area, you’ll appear

7. in the results — no website required! You could also start a Facebook page to give potential customers a glimpse into your business and what you can do - like photos or videos of some happy customers who are having your delicious hot chocolate drink. If this is all a bit much, don’t worry. We’ve got loads of videos here to help you explore social media in more detail. There’s a lot you can do without a website, but at some point, you might want to build a home of your own on the web, a one-stop-shop where your customers can find everything they need to know about you, online. Great, let’s get going! The most important thing as you start to plan your site, is to think about what you want people to do there. For example: Do you want them to call you? If so, include your phone number prominently every page. Perhaps you want them to find your physical shop? Well, include a map and driving directions. Maybe you want them to give feedback or write reviews? That’s a feature you can build in. Or lastly, you might want them to actually buy products from you online— by placing an order and submitting a payment. That’s called e-commerce, and there are a range of options—from simple to complex—that we’ll discuss in more detail in other videos. Websites aren’t the only online homes anymore. These days many businesses create mobile Apps for customers that they can keep on their smartphones or tablets.

8. Apps open up all kinds of digital doors - for example, you can create loyalty programs or automatically send reminders about upcoming appointments. Right, to be clear: If you want people to find you on the web, you need to stake your claim online. That can be a listing in a local business directory, a presence on social media sites, a simple website or one with e-commerce, a mobile App —or all of the above. Whatever you choose, this is the place where people find you, get to know you, and hopefully become your customers