Good to Know...Digital Marketing

Discussion in 'Digital Marketing' started by Neha Jain_1, Jan 16, 2017.

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  1. Neha Jain_1

    Neha Jain_1 Learning Consultant
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    1. How do I create a free Website?

    You may follow the below steps to create a free Website using Zoho.com

    ->Goto Zoho.com -> Sign up -> Click on Sites on the upper right corner Icon of Zoho

    -> Choose Template

    ->Enter your domain name of your choice. You may choose .in or .co.in for your Website

    ->Check the availability to register your domain. If not available then choose another domain.

    ->Fill the details as required in the next page after clicking on Continue.

    ->Then fill the code that would be received on your mobile post which verify the Website via link received on your e-mail.

    ->You are ready with owing a domain

    -> Click on the upper left corner icon and click on sites to edit your Website and add content to it.

    ->Click on upper right corner Access Zoho sites

    -> For further step by step, click on the below link: https://zohosites.wiki.zoho.com/beginners-guide.html?utm_source=welcomemail
     
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    How to create a Pinterest PinBoard?

    Please find the attached document to know more......

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  3. Neha Jain_1

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    Digital Marketers can find the answer here for your queries............
     
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  4. Neha Jain_1

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    ROI:

    One basic formula uses the gross profit for units sold in the campaign and the marketing investment for the campaign:

    Gross Profit – Marketing Investment
    Marketing Investment

    You can also use the Customer Lifetime Value (CLV) instead of Gross Profit. CLV is a measure of the profit generated by a single customer or set of customers over their lifetime with your company.

    Customer Lifetime Value – Marketing Investment
    Marketing Investment

    However, some companies deduct other expenses and use a formula like this:

    Profit – Marketing Investment – *Overhead Allocation – *Incremental Expenses
    Marketing Investment

    *These expenses are typically tracked in “Sales and General Expenses” in overhead, but some companies deduct them in ROI calculations to provide a closer estimate of the true profit their marketing campaigns are generating for the company.

    The components for calculating marketing ROI can be different for each organization, but with solid ROI calculations, you can focus on campaigns that deliver the greatest return. For example, if one campaign generates a 15% ROI and the other 50%, where will you invest your marketing budget next time? And if your entire marketing budget only returns 6% and the stock market returns 12%, your company can earn more profit by investing in the stock market.

    Finally, ROI helps you justify marketing investments. In tough times, companies often slash their marketing budgets – a dangerous move since marketing is an investment to produce revenue. By focusing on ROI, you can help your company move away from the idea that marketing is a fluffy expense that can be cut when times get tough.
     
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  5. Neha Jain_1

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    Return:

    Define “Return”

    The first step in improving your return on an investment is to clearly define the potential return or returns you might get from your investment. These can include higher sales, increased revenues, bigger profits, reduced overhead or production costs, higher employee retention, better customer satisfaction, increased brand preference or fewer government regulations. If possible, set multiple benchmarks for your return goals. For example, instead of setting increased sales as a goal, set increased sales during a specific month, in a particular territory, using a specific sales rep or from a particular distribution channel as a goal.
    Calculate Your Current Return

    To improve the returns on your investments to the point that they warrant your not pursuing other opportunities with that cash or effort, you must know the return you’re currently getting selling a product, using a particular piece of machinery, retaining a specific employee or continuing to do whatever else you are measuring. For example, you might produce 1,000 units of your product per day using your current workforce, with a labor cost $2 per unit. If you are considering adding training or hiring more workers, you now have a benchmark against which to measure any changes you make in an attempt to improve your return.
    Increase Revenues

    One way to increase your return on investments is to generate more sales and revenues or raise your prices. If you can increase sales and revenues without increasing your costs, or only increase your costs enough to still provide a net gain in profits, you’ve improved your return. If you can raise your prices without decreasing your sales enough to erode profits, you’ve improved your return. Using your calculation of your current return, look at ways to improve your sales and revenues in ways that provide you with a greater profit than your current business practices.
    Reduce Costs

    Another way to improve your return is to reduce your expenses. You won’t have to increase your sales or raise your prices to improve the return on your investment this way. Divide your expenses into overhead and production costs to help you better find expense-reduction opportunities. Overhead costs are non-production expenses such as rent, insurance and phones. Production costs are the expenses you incur to make one unit of your product, such as materials and labor.
    Re-Evaluate Your Expectations

    Every investment you make doesn’t have to provide a dollar benefit; however, your investments should provide some identifiable benefit. For example, if you throw a thank-you party for clients at the end of the year, that won’t increase your sales, but it might increase customer loyalty, helping you retain them. Giving $10,000 worth of benefits to your employees will drain that cash from your bank account, but it might make it easier to recruit better workers, improve morale, increase productivity and help you keep valuable staff members. If you run a marketing campaign, in addition to sales increases, track the new customers you gained, increased traffic to your website and increased awareness of your business in the marketplace. Re-evaluating your expectations can help you spot intangible benefits to pursue that will eventually help increase your profits.
     
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  6. Neha Jain_1

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    Open Standards

    Wikipedia definition: “An open standard is a standard that is publicly available and has various rights to use associated with it, and may also have various properties of how it was designed (e.g. open process). There is no single definition and interpretations vary with usage.” They also provide 20 additional definitions! That proves their “no single definition” point.

    PROFINET fits this definition. The specification is available to everyone for purchase from IEC (International Electrotechnical Commission). There are no further barriers to anyone developing a product just from the spec. The specification was created and has evolved in PI Working Groups. Many PI members participated in that work. PI membership is not required to develop a PROFINET product although I certainly encourage it! PI members who have their product certified are entitled to use the PROFINET logo.

    Proprietary (Closed) Standards

    Proprietary standards have been around a long time – DH+ for example. A proprietary standard is owned by one company and they exercise sole discretion as to who may use it and under what terms (and at what cost). There are probably many current examples. What about Emerson’s Charms? Is that a proprietary fieldbus? EtherCAT is a definite example of a proprietary fieldbus. It is owned by one company – Beckhoff. They retain ownership and have opted to make it available to everyone with only a small royalty to Beckhoff for every node.

    Too Open Standards

    How can a standard be “too open”? It can be so open that there is no assurance that devices will interoperate. Modbus is a good example here. It just moves bits and bytes that can represent anything you want them to. Many companies adopted their own rules for how the data should be arranged. Remember Enron Modbus? Special IO Servers had to be created to allow the user to modify packets, swap bytes, and other gyrations when unique data arrangements were encountered.

    In Between Standards

    What do you call a standard that you can buy from IEC, but you have to sign a contract to develop a product? I’ve called it an “in between” standard – kind of open, kind of closed. EtherNet/IP falls in this category.
     
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    Specifications for hardware or software that are controlled by one company. When a proprietary standard such as Windows is widely used, it becomes a "de facto" standard even though it is not governed by a standards organization.
     
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    How to Set AdWords with Youtube:

    1. Create a Google AdWords Account

    Your first stop is Google AdWords. If you already have an AdWords account, then go to adwords.google.com/video to create a new video ad campaign.

    2. Link AdWords and YouTube

    Make sure that your AdWords and YouTube accounts are linked together. You can complete this step from the navigation menu by clicking “Linked YouTube accounts”.

    3. General Settings

    When choosing the general settings for your ad, set your desired budget per day. It’s better to start small and scale up as you get more familiar with the account and what good objectives are.

    The typical spend is around $.01 – $0.23. You won’t pay Google unless the viewer watches your ads all the way through. There is also more customization that can be allotted for bidding for the advanced advertisers.
     
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  9. Neha Jain_1

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    Your email open rate measures the effectiveness of your subject lines, as well as the best times to email your subscribers. With this insight, you can identify how you can get more people to view your emails.
    Open rates are calculated by taking the unique opens (i.e., the total number of unique subscribers who open your email) and dividing it by the total number of recipients. For example, if I send an email to 100 subscribers and 30 of them open it, I would have a 30 percent open rate.
    Here’s a piece of advice as you track your open rates: since you want to know how many subscribers are actively engaging with your emails, you’ll want to track unique opens instead of total opens.
    Total opens represents the number of times an email is opened, which can be misleading because a subscriber may open your email multiple times.
    Take the previous scenario for example. If the 30 subscribers who opened your email opened it twice, that would mean you have 60 opens and you’d have a 60 percent open rate. Not an accurate metric, right?
    Unique opens, on the other hand, only counts the number of subscribers who opened your email – regardless of how many times they opened it
    While observing your unique opens provides a more accurate picture, tracking email opens isn’t fool-proof. Every open is detected when an invisible tracker image embedded within the email is displayed. However, if your subscribers have disabled images in their email client, it won’t track their opens, which impacts your open rates.
    To help resolve this, ask your subscribers to add your “from” address to their address book. This not only guarantees that your emails will arrive in the inbox, but it also will ensure that opens are being tracked (remember that little invisible tracker image I mentioned).
     
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    Few Ways to Increase Engagement on Company Pages

    1. Post a variety of compelling content
    2. Make your updates stand out in the mix
    3. Post at optimal times of day
    4. Sponsor important updates
    5. Create Showcase Pages
    6. Choose the right profile and banner images
    7. Monitor and analyze through analytics
    8. Link your Company Page to your personal profile
     
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    What's up with Mimic Pro:

    1. You need to work on minimum 5 rounds and one simulation test by scoring 60% & above to qualify for certificate.
    2. Login access to Mimic Pro was shared to you via e-mail.
    3. The trainer would have gone through the complete walk through on how to use Stukent Mimic Pro on last day of your training.
    4. However, you may watch the videos that are available on Stukent as soon as you login. The videos are self-explanatory and easy to understand on how to use the simulation.
    5. You need to implement your learning from the session and work on simulation.
    6. The tool covers, AdWords, e-mail marketing and reviewing them using testing.
    7. Post completion you need to inform us so that I can review your work and share feedback to you in case required.
    8. Simulation lab is for your practice to understand how real time Digital Marketing works and hence you can also work on real time project to get the feel and experience of Digital Marketing industry by working from scratch. Note: real time project work is not mandatory.
     
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    Is it good to have separate blog or include in Website:

    You can integrate the blog by creating a separate section for blogging in your own website. In case you are using wordpress, you can install various plugins like WP blog and widget to start creating blog content and add pages to it. You can also open comment section for those blogs where the users can take part in discussion for those articles.

    Else, you can go ahead with creating a sub domain for your website and setup a blog website which can act as a part of the website with which you want to integrate it with.
     
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    ROMI:

    Return on marketing investment (ROMI) is a metric used to measure the overall effectiveness of a marketing campaign to help marketers make better decisions about allocating future investments. ROMI is usually used in online marketing, though integrated campaigns that span print, broadcast and social media may also rely on it for determining overall success.

    Return on Marketing Investment (ROMI) =
    [Incremental Revenue Attributable to Marketing ($) * Contribution Margin (%) - Marketing Spending ($)] /
    Marketing Spending ($)

    A necessary step in calculating ROMI is the measurement and eventual estimation of the incremental sales attributed to marketing. These incremental sales can be 'total' sales attributable to marketing or 'marginal
     
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    What's Beacon:

    The terms ‘beacon’ and ‘ibeacon’ are used interchangeably to describe the technology that enables mobile apps to understand the geographic location of its user and then deliver relevant content to them based on their immediate environment.

    They run on Bluetooth Low Energy technology and physically, they look like small computers, powered by coin batteries.

    At this stage in the beacon revolution, however, it does appear that they are being used by loyal brand customers, i.e. those who are already very engaged with a retailer’s products.

    In order for a customer to receive offers and promotions from retailers via beacons, they first need to download the retailer’s app and then turn on their Bluetooth signal to start receiving information – a lot of steps for the casual shopper.

    Beacons work in combination with mobile apps, companies have access to a variety of metrics about their customers’ shopping habits. This enables retailers to adjust their marketing strategies, store layouts and promotional offers to better align with what their customers truly want, thus improving their overall experience.

    Essentially, beacons have the potential to make retailers more money by offering instant promotions and encouraging shoppers to buy on the spot, rather than shopping around online for a better deal.
     
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    QR Codes and its usage in Digital Marketing:

    QR Codes are similar to the standard bar codes that currently appear on all types of consumer products, except QR codes can contain much more information than traditional barcodes.

    You can think of a QR code as a paper-based hyperlink that connects the physical world with the online world. For marketers, QR codes allow advertisements, brochures, posters - even clothing or billboards – to direct users to mobile landing pages that contain much more information and interactivity than can be afforded on the printed page. This integration between print and web via mobile adds a new dimension of communication to any marketing or outreach effort.

    There are a number of practical ways QR codes can be used for marketing and promotions in a variety of settings. QR Codes can be integrated into just about any type of printed materials, including:

    Conference/Event Displays
    Print Advertisements
    Business Cards
    Brochures, Posters and Flyers
    Postcards and Mailers

    Once a QR code is scanned the encoded information can be used to automatically trigger a range of actions on the user's device, including:

    View a Mobile Website or Landing Page
    Dial Telephone Number
    Send a Text Message
    Send an Email
    View a Message or Special Offer
    Download Contact Details (VCARD)
    View a Google Maps Location
    View a Social Media Profile
     
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    AD Extensions:

    Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase an ad's click-through-rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more.

    To maximize the performance of your text ads, AdWords selects which extensions to show in response to each individual search on Google. For that reason, it’s a good idea to use all the extensions relevant to your business goals.

    By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means you tend to get more value from your ad. Extensions often increase your total number of clicks, and can give people additional, interactive ways of reaching you—as with maps or calls.

    Many extension types require a bit of set-up—those are manual. Some extensions are added automatically when AdWords predicts they’ll improve your performance—those are automated. No setup is required for automated extensions, so they don’t show up among your options when you’re creating manual extensions.

    Adding an extension won’t guarantee that it will show with your ad all the time. Extensions show with your ad when:

    The extension (or combination of extensions) is predicted to improve your performance.
    Your ad’s position and Ad Rank is high enough for extensions to show. To show extensions, AdWords requires a minimum Ad Rank. (Ad Rank calculations factor in your extensions).

    There's no cost to add extensions to your campaign. Clicks on your ad (including your extension) will be charged as usual. (The exceptions are clicks on review extensions and seller ratings, which are not charged.) So you’re charged a click when someone calls you from a call extension or when someone downloads your app from an app extension. AdWords charges no more than two clicks per impression for each ad and its extensions.
     
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    Broad match

    A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations like "bicycle bells," "buy a bell for a bicycle," and "bell reviews for bikes."

    Broad match lets a keyword trigger your ad to show whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings (such as floor and flooring), related searches, and other relevant variations.
    For example, when you add "hats" as a broad match keyword, you tell AdWords to try to show your ad for searches containing that term or a similar one. Your ad might show for searches on "hat," "sun hats," and "caps." Broad match keywords help you reach the widest audience.
    Broad match is one of the four keyword matching options that help control how closely the keyword needs to match a person's search term in order for your ad to appear. You can choose one or more matching options for a keyword, and broad match will be used by default if you don't specify a particular matching option.
     
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    Bid Quality

    Consider both the positive and negative aspects of each submission, including the quality of content, clarity of message and the proven benefits of your approach when compared to your rival bidders.

    Strengthen key aspects as fully as possible to maximise your scores and overall chances of success, especially as the relative uncertainty of pricing means that even a high score may not prevent you from losing based on the commercial section of the submission. Analysis should be based on both experience of the bid writing process and feedback from evaluators, who will often detail how well your bid performed against the marking criteria, including missing information they would like to have seen in each response.
     
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    Here are two tips for anyone looking to derive meaningful comparisons between paid search and SEO.

    1. Segment query types and devices

    If most of your organic search traffic is coming from searches for your own brand name, but a smaller share of paid search traffic comes from branded queries, performance is going to vary. Shocking, I know. As such, you should be segmenting traffic and conversion performance by brand vs. non-brand, as well as doing category-level segmentations within those buckets.

    This was made harder by the rise of [not provided] obfuscating organic queries in analytics packages, but is still possible using tools such as Google Search Console.

    Similarly, organic and paid search might derive different shares of traffic from different device types for a given brand. Device types tend to perform differently in all sorts of metrics, from click-through rate to conversion rate to bounce rate. Thus, this would throw off any overall performance comparisons and require that metrics be broken down by device.

    In the case of analysis that declares some overall winner with zero nuance about how data was segmented, it’s almost guaranteed the individual didn’t bother making such segmentations. Declaring such overarching results apply to every brand in existence is just ridiculous.

    2. Take advantage of both paid and organic, and measure incrementality

    But it’s not just about measuring how paid and organic search metrics compare on any given day. It’s also important to understand how they work together.

    Every marketer wants to rank organically for every keyword that they might consider bidding on in paid search, preferably in the top spot. But it’s simply not possible for every site to rank on the first page of organic listings for every single query that might drive value for them.

    Similarly, every brand would love to have an ad at the top of the page for every relevant query, but the economics of paid search are limiting. It’s not financially viable to bid to the top position for every term, and in many cases it’s not even feasible to bid to the first page of results given the expected return for a particular query.

    So we have a situation where brands would love to have both paid and organic listings (since users are inevitably going to click both types of listings), but in which it’s impossible to actually achieve perfect visibility in both. Understanding how these two types of visibility work together, then, is key.

    In the case of brand keywords, it’s certainly possible that a site might be able to pick up all of the paid search traffic it’s getting from brand ads through its organic listings. Of course, this is going to depend on factors such as if competitors are bidding on brand keywords and how many first page organic listings are occupied by the brand, but it’s possible.

    Still, we find that the vast majority of brand holdout tests show that organic links do not pick up all traffic that goes to brand ads, such that brand ads have some incremental value. There is no way to say that organic “outperforms” paid when it comes to talking about this incremental traffic — you’re either getting it through ads or you’re not getting it at all. Period.

    In the case of a non-brand query in which a site doesn’t even rank on the first page, pretty much all traffic coming from a paid search ad is incremental. Should you try to rank organically for that query? Absolutely, but it doesn’t mean you should forgo paid search just because you heard organic search is better in every metric.
     
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    1. What is Facebook Blueprint Certification all about and how can I enroll for it?
    Facebook Blueprint has 34 e-learning modules to provide the necessary skillsets for Facebook marketing. After completion of DMCA, you can register for Facebook Blueprint.



    Pattern and duration of the exam: Facebook blueprint exam consists of 34 learning modules. Upon completion of learning in each module, you will have to answer a couple of questions. There is no time limit in this exam.



    Link for Facebook blueprint: https://www.facebook.com/blueprint
     
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    YouTube provides an Audience Growth certification for participants interested in YouTube marketing. After completion of DMCA, you can register for YouTube certification and qualify the relevant exam to get certified.



    Pattern and duration of the exam: YouTube Marketing exam has two papers. Each paper constitutes of 100 multiple choice questions. The test duration is 120 minutes.



    Link for Youtube Certification: https://support.google.com/youtube/answer/6145904?hl=en
     
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    How can I avoid Google penalties?

    The best way to avoid Google penalties is to practice white hat, rather than black hat, SEO tactics. Black hat SEO tactics include things like stuffing pages with keywords rather than quality content, creating duplicate content, featuring irrelevant or poor links, and over linking with direct keywords. If an SEO tactic doesn’t have user experience in mind, it’s likely a black hat practice, and Google will take notice. Additionally, your site could also be penalized for things like overlooked 404 redirect pages, an outdated XML sitemap, and an overuse of anchor text.
     
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    Why is blogging valuable?
    There’s immense value in blogging given that, for years now, SEO practice has revolved around the saying, “Content is King.” This means that what really gives a site authority, and what attracts viewership and generates leads, is frequently publishing content that viewers want to read. Blogs still serve as one of the most effective ways to communicate valuable content to viewers, but only if they’re interesting, informative, and engaging. Consider: 140 million people read blogs in the United States alone.
     
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    Does web design affect SEO?
    The structure and design of a website actually can affect its rankings and overall traffic. Web design must provide an intuitive and easily navigable site structure that features a design/content that users are able to understand and interact with. Things like site hierarchy and overall aesthetic can significantly affect your site’s bounce rate and, in turn, the effectiveness of your other SEO efforts. At WebiMax, our team of highly-skilled web designers can help your site both attract more traffic and build your brand.
     
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    How can I increase my email list?
    Email lists can be augmented with opt-in features on the homepage of your site that prompt users to voluntarily provide email addresses in exchange for newsletters and promotions. Twitter and Facebook can also be designed to feature opt-in sections, and requiring a name and email address for access to highly-informative industry content like whitepapers is also effective.
     
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    What is conversion optimization?
    Conversion optimization refers to the practice of determining how a site can increase its ratio of visitors to actual customers. A conversion is a site visitor who has taken a desired action (usually making a purchase) rather than simply viewing content and leaving. One way to optimize conversions is to conduct A/B testing, which simultaneously runs two different web pages with altered designs or content to see which yields more conversions, and thus which page a business should implement going forward.
     
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    Why do I need to focus on so many different digital marketing strategies?
    It’s important to focus on a variety of strategies simply because opportunities for digital marketing are increasing as target audiences visit more online platforms. Today, a single-minded approach to digital marketing will exclude large portions of an audience, preventing a site from remaining competitive. Digital marketing must be a comprehensive approach that focuses on site optimization, social media, lead generation, inbound marketing, content creation, and much more.
     
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    Tagging:

    Website tagging is the process of implementing third party tags on a website.

    These tags are provided by marketing vendors and partners and are used to display different elements on the page (banners, widgets, social buttons, etc.) and especially to collect data about visitors and context.
     
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    Why link equity doesn't flow thru Rel="no follow" links

    Using rel="no follow" or embedding a remotely executable JavaScript file that makes it so that browsers can see the links and visitors can, but Google is unlikely to see or follow those links, to shape the flow of your link equity is generally (a) a poor use of your time, because it doesn't affect things that much. The old-school PageRank algorithm not that hugely important anymore. And (b) Google is often pretty good at interpreting and discounting these things. So it tends to not be worth your time at all.
     
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    Constant link building a benefit of blogs?

    Link building leads you to getting better search engine placements. If you have links pointing to you from quality and relevant sites, then according to search engines, you can be trusted for the relevant content. Link popularity is not just measured by the number of links alone. The other essential factors are- quality of links and the context (relevance) of links. In other words, if you are a medicine retailer, then links from a .gov health site, and from a prominent medicine manufacturer will mean quality and relevant links to you.
     
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    If you manage to get these, here are the benefits your site is looking at (apart from higher ranks):
    Nurture A Relationship
    Build A Reputation
    Get Targeted Traffic
    Research and More Research
    Some Spying Too
    Plan The Approach
    Aim For One Way Links
    Write Quality Content
    Use Anchor Text
    Go Social
    The bottom line
     
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    Blogs strong links

    Once search engines have crawled pages on the web, they can extract the content of those pages and add it to their indexes. In this way, they can decide if they feel a page is of sufficient quality to be ranked well for relevant keywords (Google created a short video to explain that process). When they are deciding this, the search engines do not just look at the content of the page; they also look at the number of links pointing to that page from external websites and the quality of those external websites. Generally speaking, the more high-quality websites that link to you, the more likely you are to rank well in search results.
     
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    Reciprocal links

    A reciprocal link is an agreement between two webmasters to provide a hyperlink within their own website to each other's web site. Generally this is done to provide readers with quick access to related sites, or to show a partnership between two sites. Reciprocal links can also help to increase traffic to your web site in two ways. First you will probably have some viewers visit your site from clicking the reciprocal link directly. Secondly, most Internet search engines also take into account the number of web sites which contain links to your web site; the more hyperlinks to your site found, the higher up in the search engine rankings (depending on the search term) you'll find your site.
     
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    Lead Scoring:

    The good news about inbound marketing is that it can help you attract high volumes of leads . The challenge then becomes, how do you separate the good, quality leads from the people who are just starting to look around? That’s where lead management , and specifically, lead scoring comes in. With lead scoring, you can attach values to each of your leads based on their professional information and the behavior they’ve exhibited on your website.

    For example, you would likely rank a vice president-level lead who has spent time on both your products and pricing page higher than an intern- or coordinator-level lead with the same behavior. You might also rank one VP over another if the first VP has demonstrated a higher level of engagement on your site.

    Each of these scores go into a profile of your lead to help you determine when they're
    ready to talk with a sales person. The more time quality leads spend with your content and the better informed they become, the more likely they’ll be interested in hearing from your sales team. Lead scoring takes thought, knowledge of your business operations, and lead management software to set up, but once it's set, it shouldn’t take much day-to-day management. If you're considering setting up a lead scoring program, here's what you need to know to get started and set up a scoring system that benefits your business.

    Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. Job position, number of social media followers, or company size may be information valuable to your business about a lead.

    First and foremost, you need to evaluate whether your business is one that would actually benefit from a lead scoring system. The fact is, it's not a must-have for every business, and in many cases, scoring leads can actually be a waste of your time . According to MarketingSherpa's B2B Benchmarking Report , while many are thinking about lead scoring for their business, only 21% of B2B marketers have actually established a lead scoring program.

    To evaluate whether lead scoring is right for your business , ask yourself the following questions:

    Is my sales team getting fed with enough leads? If your sales team
    doesn't even have enough leads to begin with, lead scoring is hardly necessary. Instead, your marketing team should be focusing on generating more leads .
    Does my sales team even call the leads I do send them? Furthermore, do they always complain about bad leads? Lead scoring would probably solve these problems, right? Maybe not. What's more likely in this situation is that you have a sales/marketing alignment issue on your hands. If your business doesn't have a service level agreement (SLA) in place between your sales and marketing teams to clarify how many leads marketing must deliver to sales and how many sales must follow up with, sit down together and create one before you even think about lead scoring.
    Do I have enough data to implement lead scoring? In order to implement a lead scoring system, you need to have two types of data in place: demographic information captured by conversion forms , and lead intelligence , or behavioral data based on how a lead interacts with your website. Are you collecting the wrong information from your lead gen forms, or failing to track how leads interact with your site using an analytics and lead management platform ? Then you don't have the right data to start lead scoring.

    If you can answer "yes" to all three of these questions, then there's a good chance your business could benefit from lead scoring, and you should read on.
     
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    Email whitelist - An email whitelist is a list of IP addresses that you deem are acceptable for sending mail to your domain and should not be labeled as spam. At this time, this feature is available only in G Suite or Education. If you notice that legitimate emails from specific contacts are incorrectly marked spam, you can whitelist the contact's IP address. Once you whitelist the IP address, message originating from this IP will no longer be marked spam.

    Email blacklist - An email blacklist is a list of email addresses or IP addresses that you want to block from sending mail to your domain. Administrators can block certain domains or users using the Blocked senders setting. Additionally, each user can create a filter in their individual mailbox to automatically send messages from specific users or email list to Trash. Users can also prompt our spam filters by reporting unwanted messages as spam.
     
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    The Google Analytics Individual Qualification (IQ) is a demonstration of proficiency in Google Analytics that is available to any individual who has passed the Google Analytics assessment. Qualified users will be effective at leveraging Google Analytics within their organizations and at helping others to do the same. You can earn the certification through Academy for Ads, Google's online training program.

    https://support.google.com/partners/answer/6089738?hl=en
     
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    #37
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    DMCA Certification Qualification:

    You need to complete 85% of learning from Live class and 50% from OSL.

    You need to work on Stukent Mimic Pro simulation lab. The lab has 10 rounds with template based. You may watch the video post login in to the portal and you would be able to work on the lab. Once done, you need to submit the results of 5 rounds by capturing the screenshot on a Word document and submitting it through Project tab on LMS under Project 1 section. You need to click on Submit button and then attach the file under both the section and then click on Submit.Your Project work needs to be submitted within 30 days from last day of Live Class.

    Once we receive your project, it would be evaluated with 5 working days and then you need to complete any one of the simulation test available on LMS under Syllabus section of DMCA course on OMCA. You need to score 60% and above to clear the test.

    Adding to this, DMCA course has real time projects that starts from scratch to built a Website and then proceed with Analytics, AdWords, Facebook and YouTube. This project is optional however you may work on it if interested.
     
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    Attendance issue:

    This is to inform you that the Classes on the top gets updated as 1 or more if you complete the batch.

    The batch refers to Classes on LMS. Hence, you need to attend all the sessions more than 50% for a day to track attendance for that particular day.

    Post completion of all sessions, you would see the attendance to be 1 Class attended.
     
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    What are the dimensions of my Page's profile picture and cover photo?

    Your Page's profile picture:
    • Displays at 170x170 pixels on your Page on computers, 128x128 pixels on smartphones and 36x36 pixels on most feature phones
    Your Page's cover photo:
    • Displays at 820 pixels wide by 312 pixels tall on your Page on computers and 640 pixels wide by 360 pixels tall on smartphones
    • Must be at least 400 pixels wide and 150 pixels tall
    • Loads fastest as an sRGB JPG file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes
    For profile pictures and cover photos with your logo or text, you may get a better result by using a PNG file.
    Keep in mind that your Page’s profile picture will be cropped to a circular shape in ads and posts, but will remain the same square shape when people visit your Page.
     
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    How can I adjust how ads are targeted to me based on my activity off of Facebook?

    If you don't want Facebook to use information based on your activity on websites or apps off Facebook for the purpose of showing you ads, you can opt out in your ad settings. Learn more about online interest-based advertising from Facebook and see our Data Policy for more information about our data practices.
    If you're a registered Facebook user, the choice you make on your browser or device will apply across your devices. If you're not a registered Facebook user, you'll need to make this choice on each browser or device you use.
    From your browser
    We adhere to the Self-Regulatory Principles for Online Behavioral Advertising and participate in the opt-out programs established by the Digital Advertising Alliance, the Digital Advertising Alliance of Canada and the European Interactive Digital Advertising Alliance. You can opt out from all participating companies through these sites.
    From your device
    On your iPhone, iPad or Android, you can change your device settings to control whether you see online interest-based ads from Facebook and other companies.
    On your iPhone or iPad:

    Go to Settings
    Tap Privacy
    Tap Advertising and turn on Limit Ad Tracking

    On your Android (versions 2.2 and up) and Google Play Services (versions 4.0 and up):

    Go to Google Settings
    Tap Ads
    Tap Opt out of interest-based ads and tap OK
     
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    Geo - Fencing:

    Geo-fencing (geofencing) is a feature in a software program that uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries.

    Geo-fencing allow an administrator to set up triggers so when a device enters (or exits) the boundaries defined by the administrator, an alert is issued. Many geo-fencing applications incorporate Google Earth, allowing administrators to define boundaries on top of a satellite view of a specific geographical area. Other applications define boundaries by longitude and latitude or through user-created and Web-based maps.

    Geofence virtual barriers can be active or passive. Active geofences require an end user to opt-in to location services and a mobile app to be open. Passive geofences are always on; they rely on Wi-Fi and cellular data instead of GPS or RFID and work in the background.
     
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    Triangulation: In surveying, triangulation is the process of determining the location of a point by measuring only angles to it from known points at either end of a fixed baseline, rather than measuring distances to the point directly as in trilateration. The point can then be fixed as the third point of a triangle with one known side and two known angles.
     
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    Difference between influencers and evangelists

    The influencer is probably someone who is a valid “trust agent” and I’m a bit hard-pressed to believe that it could be someone within the company, but it’s not impossible. It would be more plausible to have a third-party individual who reviews your product, is an industry leader, or someone else who understands the profession that is well-respected within the community.

    An evangelist, champion or enthusiast has more believability of someone within the company rather than an independent third-party. This person could be a marketer or someone in public relations or even sales or product development who is working with the company to make the product more “likeable”.

    Granted, some people may think that this role is probably also more for non-company individuals, but I think the one discernible difference between these two role types is the consumer’s understanding of who would portray those roles. These are two great roles and each has a part in the marketing and decision making process, but the people acting in these situations can vary based on circumstances. I suppose that overall, it’s basically part of the entire cycle of marketing.
     
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    On the Google Display Network you can reach a wide range of customers, choose which sites or pages your ads appear on, and engage people with a variety of appealing ad formats.

    To advertise on the Display Network, use any type of “Display Network only” or “Search Network with Display Select” campaign.

    Placements and keywords can team up to determine where your ads will appear on the Display Network and how much you'll pay for them. You can choose to show your ads based only on your keyword list, while using placements to adjust your bidding. Or, you can use a combination of placements and keywords to refine where your ads are eligible to show. Using both together helps you narrow the audience for your ads, and set the right price for clicks from those potential customers.

    Using placement targeting
    • Placements help you determine the exact URLs where your ads can appear.
    • To choose specific places for your ad to appear, try using placement targeting for your campaign or ad group.
    • Managed placements can help you promote your brand by having your ads appear on a certain website or a certain group of sites on the Display Network.
    Using keyword targeting
    • Keyword lists determine the pages where your ad can be shown, specifically the subject or content of the page.
    • To help your ads appear next to lots of relevant content, try using keywords for your campaigns or ad groups.
    • For example, if you wanted your ad to appear near content that refers to tennis, you could try starting with keywords related to tennis. Note: This only applies to keywords in Display campaigns with “Content” selected for the keyword setting.
     
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    Which program are you using to measure the outreach of your email campaigns?

    You may use different metrics to measure outreach of your e-mail campaign such as CTR, Open rate, unsuscribe rate, complain rate, conversion rate, bounce rate, campaign ROI. You can use Google Analytics to measure.
     
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    #47
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    Word-of-mouth (WOM) marketing refers to promotional activities that leverage social interactions and word of mouth between consumers. ... Quantitative analysis of online WOM consists in collecting various metrics on specific keywords, based on search volume, number of blog posts, number of tweets, etc.
     
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    Rented list are either compiled from phone book and trade journals(compiled list) or developed from customer response studies.

    A number of commercial research firms monitor brand effects for key international brands and the topline survey findings are widely published in business press, trade press and online. It is worth noting that these commercially compiled lists are not popularity contests, but use clearly articulated methodologies to compile lists based on consumer responses collected in structured research. However, these listings use a variety of metrics, so the results are not directly comparable and it cannot be assumed that they measure brand awareness. As with the interpretation of all research, it is important for readers to familiarise themselves with the methodologies used in order to clarify what exactly is being measured and how the data was collected.

    Obviously, most marketers aim to build high levels of brand awareness within relevant market segments, giving rise to a continuing interest in developing the right metrics to measure brand effects. Metrics used to measure brand effects are collectively termed AAU metrics (Awareness, Attitudes and Usage).
     
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    Are mobile incentives , mobile promotions and mobile coupons the same ?

    All three things are different.

    Incentives are kind of discounts provided through money or content in mobile marketing or via products and services.

    Coupons are call to action at the point of sale or to drive trials.

    Promotions are Opt in based for drive customers.
     
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