The fifth edition of the Digital Chai Pe Charcha was held at our office on 9th July 2016. It received a wonderful response with about 25 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part. The topic of discussion was Measuring ROI from Digital Marketing.
Here’s a quick summary of the key takeaways from the session:
Types of Returns from Digital Marketing
There are two types of returns from digital marketing:
1. Tangible Returns:
These are metrics that translate into immediate business results such as Leads, Sales, Registrations and Traffic
2. Intangible Returns :
These are metrics that do not measure immediate business results such as brand awareness, customer engagement, customer satisfaction and brand reputation.
Which Metrics Should You Measure?
Metrics you measure will depend on your business goals and objectives.
For example, if your objective is lead generation, then you would measure metrics such as Leads/Enquiries Generated, Revenue from Sales, App Installs and Website Traffic.
On the other hand, if your objective is brand awareness, then you would measure metrics like likes/fans/followers, reach, impressions, mentions, social engagement, likes/comments/shares and retweets/reposts.
Tools to Measure Results
There are a number of tools available to measure the metrics mentioned above. They could be categorised as web, mobile, and social media analytics tools.
Web Analytics tools:
There are a number of web analytics tools that you could use. You could use Google Analytics to understand details about the volume and quality of your website traffic. Tools like Kissmetrics, help determine advanced analytics on the behaviour of your users.
Mobile App Analytics Tool
For those of you have the mobile app for your business, tools like Mixpanel and Appsflyer help you learn how people use your app. It also helps draw insights from this data to optimize and improve your marketing for better ROI.
Social Media Analytics Tools:
These tools help you analyze the effectiveness of your social media marketing efforts by measuring metrics like likes/fans/followers, reach, impressions, mentions, engagement, likes/comments/shares and retweets/reposts. Social platforms like Facebook, Twitter, Pinterest, and LinkedIn have inbuilt analytics tools for marketers to analyze the effectiveness of their marketing efforts. Other advanced analytics tools for social media intelligence include Radian6 and Simply Measured.
With the growth in mobile use globally, the number of leads coming through phone calls is increasing rapidly as compared to leads through web forms. In this scenario, it is important to use tools like Knowlarity and Exotel to track call leads effectively and attribute them to the right source.
Measuring ROI from a Digital Marketing Channel
The simplest way to measure if ROI from a channel would be positive, is by checking if the Customer Lifetime Value (LTV) is greater than the cost of acquiring a customer through that channel.
Participants then did this analysis of LTV and cost of acquisition to calculate channel ROI for their businesses. They shared their learnings with the rest of the group. This was followed by an interactive discussion and Q&A session.
Those of you who missed the first four editions of the Digital Chai Pe Charcha can check them out below:
Often when we track results via digital marketing, we tend to track website traffic along with goals (transactions or leads generated). One element we have seen many bushinesses miss out on is tracking how many phone calls were generated via the online medium. If you do not track and calculate the calls generated, it is a significant number of leads that are missed out or rather not counted into the digital metrics.
The power of pushing a phone number on your landing page, social page, or website is dynamic. Depending on the nature of the business and the product/service type, placing a phone number makes it easier for a customer to engage with your business. Call tracking via Google Analytics, Google AdWords & Google Plus allows you to monitor which visitors from your website, social ads, and other digital promotions who have conversed with you via phone. While the three methods do not encompass or track all calls but its a huge step from not tracking the calls.
So lets look at each of these tracking methods in a bit more detail. Once you have implemented all these three methods, you can add these numbers to your existing results metrics to understand the true impact of your digital marketing efforts.
On Google Analytics When users click your phone number (on a mobile device) to call your business, Google Analytics is able to track these via what they call “Event Tracking“. Events in this scenario could mean phone calls or even downloads, video plays etc. Configuring the Google Analytics event tracking code while easy, requires some technical know how. So do involve your technology or web team to help you get this done. This google analytics event tracking code is used to record a user’s interaction with the website elements and in this use case we tracking the number of people who clicked on the phone number to call the business.
Specifications to call the_trackEvent()methodin the UI element of a page:
category (mandatory field) – The common name given for the phone numbers you want to track.
action (mandatory field) – A string that is uniquely paired with each category, to define the type of user interaction for the web object.
label (optional field) – An optional string to provide additional dimensions to the event data.
value (optional field) – An integer that you can use to provide numerical data about the user event.
non-interaction (optional field) – A boolean that when set to true, indicates that the event hit will not be used in bounce-rate calculation.
As a result, all user activity on the on-site contact numbers provided is calculated and displayed as Events in Google Analytics (under the Behaviour tab)
On Google AdWords Customers can call your business after clicking on a Google ad and learning about the products and services that you offer on your website. The AdWords click-to-call ads help you connect with these customers. These ads encourage calls to your business by showing the phone number on the ad. On smartphones and other high-end mobile devices, these phone numbers are often clickable and cost the same as a standard CPC would demand.
Click-to-call ads also help you to gain insights about the calls. These stats help you understand which keywords and ads are driving the most phone calls, which results in the optimization of these ads to make the graphs better. To activate these you will need to go to the Ad Extensions Tab.
On Google+ Google+ provides the easiest steps towards gauging the call metrics. One has to simply make sure that his/her business page furnishes all contact coordinates clearly. Furnishing all information makes your contacts visible in the search engine, where customers are given the power to call your business by a single touch of the button.
The metrics towards these calls can be viewed in the ‘Insight’ tab of you the business’s Google+ page.
Using the tool, one can analyse data on a monthly basis to understand who is coming to your website, what are they doing there and what is driving them to come to the website or transact with you. Google Analytics a powerful yet free tool which can help grow your digital marketing strategy. To get you started, here is a slideshare with list of Top 10 Things to Analyse your website using Google Analytics.
As part of our in-house knowledge sessions we have created a slideshare on the basics of Search Engine Optimisation from the perspective of entrepreneurs. It include insights on creating content for users, site speed, creating good quality links as well as influencer marketing & blogger engagement.
Focussed not just on social media metrics, but on business results
Till 2013 social media analytics was focussed on social media metrics like reach, impressions, page likes, post likes, number of retweets. It was only in 2014, that there was a focus on measuring business results (online orders, lead generation, sign ups etc). This trend is likely to get more entrenched in 2015, with even small businesses focussing on achieving their business goals via the digital medium. With free tools like Google Analytics and Facebook Insights, brands can now track how many leads or online sales or signups they had and as to which digital medium helped them get these results.
For example, for some of our ecommerce companies close to 30% of revenue comes from Facebook and upto 5% from emailer campaigns. Moreover, we are able to identify which ads contributed to the revenue and leads. While it’s important to engage with the audience within Facebook, we have found it to be more effective to drive traffic via Facebook Ads directly to the website or landing page and track results there.
So it’s no longer going to be just about acquiring fans or engaging with the community, but about how the brand is being built and what results are achieved.
Using CRM to build a single view of the customer
Retailers, E-commerce sites and larger enterprises have started initiatives to integrate offline data with data from multiple online channels including website, emailer campaigns, Facebook, Instagram and other social media channels. Powerful CRM tools are going to enable brands to build a single view of the customer and to see what kind of targeting communication can be given to them. Around the world, tools like Marketo, Act-On & Sailthru have been doing this at an enterprise level but in 2015 such tools will become more accessible to small and medium enterprises even in India.
Focus on consumer insights to serve the right ads to the right people
Machine Learning Analytics & Automation will help brands focus on granular consumer insights and allow for right ads reach the right people. Tools like FanPlayr & Gigya already have powerful & intelligent tools to enable this and these are going to get more sophisticated over time.
Social media listening tools and content analysis is starting to happen where brands can predict what kind of content will help in engaging with their audience. Brands like Red Bull have kept content at the core of the digital strategy and that’s the approach many brands are starting to take.
With the global internet population at over 3.3 billion and growing at a steady rate, increasing number of customers now make their purchase decisions online and buy online. Businesses the world over have begun to make digital marketing an integral part of their overall marketing strategy and spends. This has led to a massive growth in the digital media marketing services industry which in turn has spawned a new demand for trained professionals with knowledge and experience in the field.
With the industry, especially in India, showing an enormous projected growth potential and an expected paucity of trained professionals, many students, graduates and young professionals are looking to get on the digital marketing bandwagon. This has created a need for courses in Digital Marketing to provide the requisite knowledge and training to excel in the field.
The increasing popularity of these courses can be gauged by the Google Search trend for the keyword “Digital marketing courses”, both globally as well as in India
As seen above, Worldwide, the search interest in digital marketing courses has been in a steady up trend (or a secular bull market if you are a markets enthusiast) for over five years. In India, the trend caught on late during the end of 2012 but since then, has seen a steady rise. With the growing internet penetration and social media popularity, this can only be expected to rise further.
Digital Marketing Courses – Trend in India
To cater to the growing need for these courses, a number of companies and organizations have started various courses on Digital marketing. Digital marketing is a broad field and comprises various disciplines including Display advertising, Search Engine Marketing(SEM) and Search Engine Optimization(SEO), Social Media marketing(SMM), Email marketing, Mobile Marketing and Affiliate Marketing. Each of these is a field in itself and there are field-specific courses being offered as well.
Criteria for evaluating courses:
Before opting for a digital marketing course online or offline, here are some pointers to evaluate the desired institute or course structure.
Certification: Certification is no substitute for skills learned and hands-on industry experience but, nevertheless, can add to the CV of a fresher making an entry into the field or for a professional looking to make a career switch. Opt for certification courses recognized by various educational bodies and corporates.
Course Curriculum & Faculty Expertise: Gauge the institute or the course offered based on the curriculum, faculty expertise, training modules and relevance to the current industry trends & practices.
Reviews and recommendations: Check for reviews and recommendations from industry experts & former students through online education portals or discussion forums. Reach out to alumni on LinkedIn/Twitter for their direct feedback, where possible.
Placements: Explore the institute’s placement opportunities or institutional tie-ups for live projects & hands-on experience on acquired digital marketing skills.
Here are some of the popular websites/companies/institutes offering Digital Marketing courses (in no particular order) which will save you a considerable amount of time in research if you’re looking for one for yourself. Please do also read our post on Top Digital Marketing Blogs in India as these blogs can help you get started on the learning path.
Digital Vidya is Asia’s leading Digital Marketing training company and the first to launch Social Media Marketing course series in India. Since January 2010, they claim to have had participations from over 5000 professionals (including CXOs) and students, from over 2500 organizations and institutions such as Philips, Google, eBay, Reliance, Star TV, Cisco, SAP, Naukri, Citibank, GM, Toyota, ITC, CNBC, NIIT, IIM Ahmedabad and IIM Lucknow, in more than 200 Digital Marketing training programs conducted by them.
Digital Vidya also offers Digital Marketing (CDMM), Mobile Marketing (CMMM) and Social Media Certification programs (CSMMP) in association with V-Skills, a Govt. of India initiative. They conduct a free weekly digital marketing orientation session for those who want to understand how digital marketing can help them grow their career or scale their business.
They also have an active placement cell with digital marketing employment opportunities for their alumni.
Founded in 2007, Online Marketing Institute (OMI) provides online certifications programs that cover a wide range of topics, taught by leading industry practitioners and thought leaders. Every certification course includes carefully curated content that helps individuals to learn, develop and execute digital marketing strategies and improve career opportunities. On the Corporate front, OMI is also known for their customized e-learning programs and solutions for small teams and large companies to educate employees and improve marketing outcomes.
TalentEdge provides a Specialised Executive Programme in Digital Marketing from XLRI, Jamshedpur, ideal for early beginners and working professionals. They claim to have reached over 8,00,000 registered learners who have benefitted from the live lectures, case studies and content structure designed by XLRI faculty & industry experts.
Manipal Global Education Services is a reputed organisation that offers online and classroom based courses on digital marketing. Their online certification program spanning 30 hours of learning covers various aspects of digital marketing such as SEO, SEM, ORM and Analytics. Those interested in learning Google AdWords and advanced online marketing techniques can opt for their Digital Marketing Professional Program – a joint certification by Manipal ProLearn and Google India, that comprises of e-learning, classroom training and live projects.
Simplilearn is one of the leading platforms for online training and professional certification programs. They have around 30 courses in digital marketing that provide hands-on experience in various Digital marketing domains. Accredited by OMCP, these courses are aimed at helping working professionals & aspirants stay ahead of the digital curve with relevant skills.
Internet & Mobile Research Institute, headquartered in Bangalore is a full-service international digital media training centre. IMRI conducts a one-month Executive Programme course in SEO, PPC advertising, SMM & Web Analytics, a six-month Professional Program In Digital Marketing (EPDM) and a one-year Graduate Program for aspirants to jumpstart their digital marketing career.
A leading digital marketing education firm that was acquired by Digital Vidya recently. They offer two short courses that focus on specific digital marketing domains, while their flagship program – Digital Marketing Certification Course comprising of 13 modules takes a holistic approach.
The All India Management Association (AIMA) along with Digital Vidya offers a joint Certification Programme in Digital Marketing and Analytics. The major digital marketing tools covered in this course are email marketing, SEO/SEM, pay per click, affiliate marketing, digital display, mobile marketing, online video and social media analytics. Spread over a period of three months, this online course is divided into 6 modules, costing Rs. 36,000 + service tax.
Digigyan, a digital marketing institute based out of Delhi NCR region, offers e-commerce and digital marketing courses and trainings to students, professionals, entrepreneurs and corporates. The online course is certified by the Internet and Mobile Association of India (IAMAI).
Choosing between Online and Classroom courses:
Online Courses are generally more convenient for most people, especially working professionals as they can be attended from the comfort of one’s home/office without having to travel to a training centre. The travel might even have to be to another city for those who live in cities where good classroom training courses are not conducted.
Also, with technology having improved, online instructor-led virtual classrooms are as good as actual classrooms, with webinar software allowing for both peer to peer interaction as well as student-teacher interaction. Webinar recordings are also available for those who miss out on sessions.
Classroom programs would only work best for you if you are the personality type that prefers learning in a classroom environment or if you’re not too comfortable with learning in a live webinar format.
Digital Marketing Classroom Courses
For those of you who prefer classroom to online training, here is a list of institutes which conduct digital marketing classroom courses and workshops in various Indian cities:
NIIT Imperia, in association with Digital Marketing Institute (DMI) Ireland, offers a Professional Diploma in Digital Marketing for graduates and working professionals at their centres in most major cities in the country. This course is accredited by Further Education and Training Awards Council (FETAC) of Ireland.
Digital Marketing Training Institute conducts a Post Graduate Program in Digital Media Marketing in Mumbai. The course is a one-year, full-time program that focuses on the strategic and practical aspects of Digital Marketing. They have an active placements cell as well which helps course participants get jobs in the digital marketing space.
EduPristine is one of India’s leading training providers for international certifications in Finance, Accounting and Analytics. They also conduct digital marketing classroom courses in 11 Indian cities. The course covers 60 hours of digital marketing classroom training over 12 Sundays. They also have a 48 hour online course spread over 6 weekends. On completion of the course, the participants are awarded with a Certificate of Excellence in collaboration with “Microsoft IT Academy Program”.
The Delhi School of Internet Marketing conducts an all in one advanced digital marketing live classroom course for working professionals, business owners and job-seekers, at their training centres in Delhi and Bangalore. They conduct an online instructor-led course as well on weekends. However, they do not seem to offer any digital marketing certification for participants who complete the course.
Simply Digital, started by a group of IIT-IIM alumni conducts digital marketing and big data courses at their centres in Delhi and Gurgaon. They also have a placement cell to help students get internships in digital start-ups & final placements at all levels across sectors.
Learning Catalyst, based out of Mumbai, specializes in niche web/mobile/digital related programs directed towards a wide segment of individuals with marketing, design and tech backgrounds. They have centers in 7 Indian cities (Mumbai, Delhi, Pune, Ahmedabad, Bangalore, Chennai and Hyderabad) where they conduct courses of various durations on SEM, SEO, SMM and a 6-week integrated digital marketing program. They conduct an online course on Google hangouts as well.
The Sri Aurobindo Centre for Arts and Communication conducts a Certificate course in Digital marketing at their campus in New Delhi. The 4-month course caters to graduates and under graduates, working professionals and business owners.
Bangalore-based Online Marketing Institute & Training conducts Digital Marketing, SEO, SEM and SMM training at their center in Bangalore. The course duration is two months with classes from 9am to 6pm, six days a week.
Digital Nest conducts an Advanced Digital Marketing Training Course in Hyderabad. The course includes 48 hours of classroom training with weekday/weekend classes. They also conduct workshops/seminars and webinars for corporate bodies and educational institutions.
Social Samosa, one of the most popular social media news and information portals in India, conducts workshops and seminars on the basics of Social Media, Facebook and Twitter marketing in Mumbai. These one-day sessions can serve as a primer for those who want to gain a basic knowledge of the space.
Executive Programs in Digital Marketing
Most of the courses listed above are best suited for students and working professionals. If you are someone in a fairly senior role who has more than 5 to 10 years of work experience under his/her belt, then it might be worthwhile considering doing an executive digital marketing course.
It’s surprising to see that not many business schools in India are offering executive or management development programs around digital marketing. The few that do exist have been showcased below and we have tried to find a mix of programs that focus on digital marketing, ecommerce and analytics. If you have attended any of these programs please do leave your feedback in the comments below.
Indian School of Business has a lot of executive programs, and the one that got our interest was the Marketing & Analytics Programmer for Ecommerce. This is a 5 day programme and ideal for CMOs, Digital Marketing Strategists, and Ecommerce entrepreneurs. With faculty from ISB & Emory University, the programme is designed to give senior executives a strategic and hands-on perspective of cutting edge topics in ecommerce & mCommerce marketing. The programme will give a holistic approach to omni channel retailers who are leveraging the ecommerce market place model and brick & mortar stores. Aspects like the purchase funnel and lifetime value of the customer are essential for an e-business and the programme focuses on how return on investment can be optimized for such businesses. A detailed review of the ISB programme can be seen here.
IIM Bangalore has a programme called “Digital Marketing for Business Growth” which they conduct three times in their academic year. The programme aims to give an overview of digital marketing with focus on the different social media marketing channels, search engine marketing (both search advertising & search engine optimization) and digital analytics. So it aims to give an overview of each of the key elements that can enable brands to get better engagement, leads and conversions. It also touches upon analytics and what metrics can be used to measure performance of the digital campaigns.
IIM Kozhikode also has a course on E-Commerce & Digital Marketing. Looking at the modules in the programme it does seem to be basic targeted towards mid-level managers and focusses on basics of digital marketing and how it can leveraged for e-commerce. The programme consists a mix of lectures, case studies, and discussions to showcase how to promote products and services online. They seem to have the programme 2-3 times a year so do check their calendar to find the dates of the next one.
IIM Lucknow does seem to have a programme on Digital Marketing by renowned Professor Moutusy Maity. She has done extensive research in e-commerce, m-commerce and CRM so the quality of the programme is likely to be very high. She has worked in the Industry (at Nielsen) and handled clients like PepsiCo and Eveready Batteries so she would definitely bring a practical experience to the table. We are yet to receive more details on the programme from them so we shall update it here shortly.
Great Lakes has a very interesting Post Graduate Program in Business Analytics and Business Intelligence for working executives which has a large focus on digital analytics. It is a blended program with classroom & online sessions. It also gives exposure to tools like SAS, R, Tableau. The entire programme is designed by experts in the Industry and the students have to complete a project under the mentorship of industry leaders. It is offered in Chennai, Bangalore, Pune & Gurgaon at the moment.
Hootsuite, one of the most popular tools for social media scheduling and monitoring offers a program called Hootsuite Podium covering the fundamentals of social media marketing, with six free online courses. They also offer a paid certification exam, after passing which participants are listed in Hootsuite’s public directory of social media professionals.
Market Motive, co-founded in 2008 by Digital Marketing Evangelist Avinash Kaushik and acquired in 2015 by Bangalore-based Simplilearn, provides online education in nine digital marketing modules. The structured courses are web-based and are conducted by bestselling authors and established industry professionals, through videos and live webinar events The market motive course is also an approved preparatory course for the Online Marketing Certified Professional (OMCP) certification.
Apart from the courses listed above; there are various courses available on online learning sites like Udemy, Udacity, Coursera and Gyaanexchange. If you are a self-learner keen on understanding the digital marketing space, there are various blogs, articles and real time case studies available online. Subscribe to an RSS feed about digital marketing news and join relevant LinkedIn groups to participate in discussions & connect with industry experts. Advertising and marketing news portals such as Afaqs, Campaign India and Social Samosa are also a great source for live case studies, market trends and career opportunities.
All said, Digital marketing is a field where just taking courses or following the industry alone will not make one an expert. Maximum learning can only be gleaned from actual hands-on, on-the-job experience. Hence, the success of these courses will eventually depend on the quality of digital professionals they send into the industry and how well they execute the acquired knowledge & digital skill sets.
Have you taken up any of these courses? Please share your experiences with us!
Anuradha Nair and Sunil Elango from Social Beat attended the GDayX event organized by Google Business Group – Chennai last month. The event which was held in Hindustan University, Padur included inspiring sessions, business presentations, a panel discussion and an unconference on latest trends in digital marketing and internet technologies from various speakers including Sunil Rao, the country head of Google Outreach programs. The conclave had a good mix of entrepreneurs, social media experts, SEO professionals and web developers. Below is a partial list of key takeaways from the day-long conclave.
Google Web Academy: The most important announcement from Google was the launch of Web Academy for Small Businesses for India. The academy currently has five modules on Communicate across Platforms, List Your Business Online, Survey Your Customers, Create and Share your Newsletter and Meet Virtually for Business. “In the next 6 months, 25 – 30 modules will be added to the academy,” said Sunil Rao.
Make your site crawlable: Search engines use some programs called “crawlers” to index web pages. If the search engine can crawl through the entire content of your website without any difficulties, it means your website is crawlable.
Images & Flash: If your web page is loaded with images, ensure that you use the alt text attribute and title in HTML. Avoid designing your website with flash content. It makes it difficult for the Google bots to index your website.
Google Plus Authorship and Rich Snippets: Applying for Google Authorship is the best way to gain credibility to the content you create/write. Once your authorship is approved, the author’s name and the profile picture start to appear in search results. Rich Snippets are nothing but displaying author’s name and the byline in search results. So, authorship adds certain value to your content and of course, the search results.
Fresh and Unique Content: Create unique contents in order to gain good visibility in search results. Invest more time in content creation than chasing the SEO trends.
Hindustan University Auditorium – GDayX Conclave
Use Resources Effectively: Regular updates on SEO trends and tutorials on various topics are available at Webmaster Central Blog and the Support websites of Google. Glance through the sites and update your knowledge on the recent trends and optimize your business results.
Site Speed: It is one of the important ranking factors that Google pays attentions to. Site speed is crucial since a slower site speed means a bad user experience and ultimately belittles the customer satisfaction. So, pay heed to the site speed of your website.
Responsiveness and UI: Creating unique content is not sufficient to achieve your goals. It needs to be recognized and shared across the web to yield satisfying results. Websites which are more responsive allow users to look for contents on your page. If you want your content to be shared broadly, making a user-friendly website is a prerequisite.
Google Plus Integration: The integration of Google Plus with search results was not unexpected. But it culminated three months back when Google announced hashtag search options. To cut the long story short, when you search for a keyword with the # symbol, you are expected to see Google Plus posts related to the keyword on search results. Get on Google Plus and build your community if you already haven’t.
Keywords under “Not Provided”: The number of keywords listed under “Not Provided” is increasing day by day in Google Analytics. It makes it difficult to identify the keywords which are helping organically. Running Adwords campaign seems to be only solution, at least for now.
Google launched a course on Digital Analytics earlier this month for analysts and digital marketers to understand the fundamentals of digital analytics. The course includes expert video tutorials on digital measurement landscape and descriptions of key concepts, terminologies and analysis techniques. It has 6 units in total and each unit has 4 chapters on an average. In addition to the tutorials, each chapter has exclusive resources from digital analytics evangelists for more detailed knowledge and reference. Also, each chapter is available in the text version as PDF files to download and read later.
There are short quizzes and practice exercises at the end of each chapter and a final assessment once you complete all six units. On clearing the final assessment, you will be awarded with a certificate from the Analytics Academy of Google. Find out the certificate of Vikas Chawla, the Co-Founder of Social Beat to know how exactly it looks like.
The course is open till Oct 30th, 2013. You can take up the final assessment any time before that in order to receive the certificate of completion. After 30th October, the content will still be available on the website of analytics academy for future learning.
If you have doubts on the course or need assistance in understanding the lessons, you can visit their Community page to join in group discussions with fellow learners and analytics experts from Google.