Speaker 1: Hi everyone, welcome to the subject Digital Social Media Marketing. This is the lecture 38, in which we will discuss about emerging trends in digital marketing in India. So class, if we talk about this lecture, then what we will study is that, in the Indian context, the digital marketing that is being used, so what are the trends that are in the emerging phase? i.e. in today's trend, in digital marketing, what are the things that are being done in this particular marketing? i.e. what type of marketing or what type of trends are going on in India? So class, if we talk about all those trends, so basically, if we talk about the first trend, then in the first trend, what is your search engine optimization? So class, if we see these things, here your SEO is also coming, SEM is also coming, so somewhere we have these things which are in your trends, i.e. if we are talking about our India, so in India, what is the trend of all these things in digital marketing? But somewhere we have already studied these things in the types of digital marketing. So class, we understand from this that somewhere, our types of digital marketing are also in the trending phase. So one by one, we will see all of them, we also know about all the other things. So the first thing here is search engine optimization. What is search engine optimization? Everyone knows about it. We have already discussed about it. What is search engine optimization? It means that if any particular content is searched on any search engine, whether it is Google, Yahoo, or any other search engine, if any content is searched on it, then its particular results are shown there. And those results can be natural or paid. So basically, if we are talking about Google, if we are taking the example of Google, then Google also keeps updating its particular algorithms. And whatever particular content is being searched, according to the search, which content is relevant for you, and which content should be shown on that particular page in that particular result. So this particular task is of search engine optimization technique. Now come to another trend, which is search engine marketing. Search engine marketing is also being used a lot. If we talk about today's trend, what can we say about search engine marketing? It can be called as paid search marketing. Paid search marketing. For any thing that is being searched, the advertiser is paying some amount to the owner. Means on any website, or any particular page, web page or website, if any advertiser wants to show his particular content or advertisement, then any user or customer visits it, then what will that particular advertiser do? He will pay some amount to that owner. So this is a kind of paid search marketing. We have different types of paid search marketing, which are used in many ways. We can talk about PPC, pay per click, if we talk about CPC, then cost per click, if we talk about CPM, then cost per thousand impressions. So these are some models, some methods, which come in this particular search engine marketing or paid search marketing. So these are different platforms of search engine marketing. If we talk about Google AdWords, or if we talk about Bing Ads, then these are very popular. There is SEM, there are examples, or there are your models, which are very popular, and if we talk about your particular search engine marketing, then it is also used. Now come to the another trend, which is content creation. Now if we talk about content creation, then how can we present content? There are different formats for it, like blogs, white papers, e-books, case studies, how-to guides, questions and answers, articles, forums, news, updates, images, we can create different types of content, in any particular format, like podcasts, webinars, videos, or you can use macro-blogging. So we have some social websites, media sites, you can also use them. So in this way, what can we do? These are our different formats, so by using these formats, we can present our content. Now come to another point, another trend, which is social media marketing. If we talk about social media marketing, then we have different platforms, like Facebook, Instagram, Twitter, Pinterest, Google+, LinkedIn, so we can also use these social websites. In the previous lecture, we had studied about this. What is social media marketing? If we talk about Facebook, Twitter, then we had studied about these platforms, in detail in the previous lecture. So here we are talking about what we can do with social media marketing, we can use it. We also use it in digital marketing, that is, if we want to share our content, any particular post, then we can use these platforms, we can use these different platforms. So class, here I understand that if we have studied about social media marketing, content creation, SEO, SEM, then somewhere these things are used in your digital marketing and are also in a lot of trending. If we talk about digital display advertising, then basically this is a kind of subset of SEM, that is, we are talking about digital marketing, like your paid search marketing, then such digital display advertising is also a kind of SEM. What can we do in this? What happens in this? You may use a variety of display advertising formats to target potential audience, like text, image, banner, rich media, interactive, and video ads. That is, you can also do digital display advertisement. By using text, images, banners, rich media, interactive, and video ads, you can also use different formats for your target potential audience. Now come to another point, which is retargeting and remarketing. Class, we have already studied this point. Basically, what does retargeting mean? What does remarketing mean? That again, those customers, we do not say customer, we say our target audience. That is, those who have visited our business website, again, those particular users or viewers, what to do? Target them. So what can we call it? We can call it retargeting and remarketing. Basically, it is based on cookie technology. On what is it based? It is based on cookie technology. Retargeting has emerged as a preferred strategy as you target customers who have already shown interest in your business. That is, those who have already shown their interest in the business. So, we retarget those particular customers. By doing this, our conversion rate becomes higher. So, we have understood that basically, what we were talking about here was retargeting and remarketing. Now, come to another point which is mobile marketing. If we talk about mobile marketing, we have already read about mobile marketing. What is mobile marketing? Basically, in today's trend, mobile phones are also used a lot. If we talk about marketing, because everyone has mobile phones, we can easily visit websites with mobile phones. We can install different apps. And through those apps, whatever information we want to see, we can see it through mobile devices. So, class, somewhere, this is the most effective way of marketing. Now, come to another one which is interactive marketing. Now, it comes to class, what is interactive marketing? In this, make sure your advertising strategy engages the potential customer in a conversation. Right? Meaning, if we are talking about our customers, with whom we have to engage, with whom we have to engage in the conversation which is our potential customers. Potential customers. Because class, if we keep good communication with potential customers, then somewhere it can be very beneficial for our marketing. Right? So, in class, we understand that interactive marketing, whether it is mobile marketing, or any other type of marketing, if we are talking, then these are all in your trending phase. Now, come to the viral marketing. What is viral marketing? It is basically whatever content you have, what are you doing online? You are adding it to this. Basically, if we talk about viral, then basically how is viral? If you have created any content, any post, then you share it in many places, and by doing that, it becomes viral. And this is the best way to drive your website's traffic or your brand's traffic. The content can take any format. Right? You can create your content in any format and you can make it viral. Now, let's talk about email marketing. Basically, what happens in email marketing is any commercial message is sent through mail to potential customers. This is what we call email marketing. For marketing, we have to use emails. For example, if we talk about emails, you can use emails for marketing. You can target your particular content to that particular customer and you can send your message to them through emails. Now, come to the next one, which is digital media planning and buying. If we talk about digital media planning, what happens is that the media agency does research and makes a comprehensive strategy framework. It does research and creates a comprehensive strategy framework. This is called digital media planning. This is a team that plans which platforms to use to share content. If we are using a website or a social media platform, what format should we use to reach the target audience? This is a team that plans which platforms to use to reach the target audience. This is a team that plans which platforms to reach the target audience. This is a team that plans which platforms to reach the target audience. This is a team that plans which platforms to reach the target audience. This is a team that plans which platforms to reach the target audience. This is a team that plans which platforms to reach the target audience. This is a team that plans which platforms to reach the target audience. This is a team