On May 20, 2023, I gave my talk on Digital Marketing at Barcamp hosted at RV University, Bengaluru. I discussed the 4Ps of marketing namely place, product, price, and promotion. I explained the differences between traditional marketing and digital marketing. I delved into the effectiveness of promoting brands through digital marketing channels. The concept of the marketing funnel was also addressed. I highlighted the fundamentals of digital marketing services and explored the different platforms used. I presented two case studies utilising digital marketing platforms Twitter and Facebook.
YouTube Case Study
I shared my personal experience of managing a YouTube channel. The channel established in 2015, is focused on Kannada film content. The channel has over 1 million subscribers. The Digital marketing promotion of the channel was done through Twitter, Facebook and Instagram. There was a decrease in views from 200 million to 150 million in the month of September 2020 to September 2021, though there was some variation in between.
We analyzed the uploads corresponding to the days preceding the peak views. We learnt that we were uploading rehashed old content, as we didn’t have much new content. By escalating the issue to the management, we got new content. We adopted a regular upload schedule. I promoted using the channel’s Twitter presence. Thus, I addressed the issue successfully . I provided insights on creating tweets and increasing followers. I have also shared tips and tricks for effectively managing a YouTube channel.
Facebook Case Study
The Spanish Wikipedia has seen a decline in the editors. To address the issue the Spanish Wikipedia hired a digital marketing agency named Monsoon and Brand studio to launch a Facebook campaign. The main objective of the campaign is to increase creation of new accounts by 5% targeting 18-45 age group on Facebook. They ran the campaign during the month of May 2022, with a budget of $14.6K targeting Spanish speaking audience of North, South and Central America. There were 38.2 million impressions, reach of 7.5 million and link clicks of 439K and account opening rate of 0.078%. The increase of 0.025% account opening rate compared to traditional method meant that the campaign failed in meeting its objective.
There were several questions from the audience. One attendee asked whether viral videos should be prioritized over regular content. I answered that regular content would be more suitable for education objective, while viral content would be more suitable for entertainment objective.
If you have the questions on the presentation, Let me know.
