Digital Marketing

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Digital Marketing

• Internet Marketing or Digital Marketing is the
  Marketing, Selling and Promotion of Products,
  Business, Commodities, Brand and Company with the
  use of Internet Mechanics like search engines,
  social media, email marketing etc.

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History of Digital Marketing

• 1971 It first started when Ray Tomlinson sent
  then first email .
• 1990 - Archie Search Engine was created for FTP
  sites. CRM applications also became significant.
• 1994 - First clickable Banner ad came into
  existence.
• 2000 - Consumers started searching for products
  online.
• 2007 - Launch of Multichannel marketing
  campaigns.
• 2010 - Development of Social Media like
  Facebook, Twitter, LinkedIn, Instagram etc
• 2013 - Full-fledged Web Marketing/ Digital
  Marketing came into force.

Ray Tomlinson First Email Inventor
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Basics of Digital Marketing

• Meaning
• A Digital Marketer knows exactly what is the
  need of business and in which way internet
  marketing can fulfill it.
• It includes
• Marketing Efforts
• That uses
• Computer system, Laptop or Mobile, Technology
• For
• Digital Channels like Search Engine (Google),
  Social Media (Facebook), Email (Yahoo mail) or
  any other website.
• Purpose
• To network with prospective buyer/ customer/
  user.

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Methods or Components of Digital Marketing
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SEO- Search Engine Optimization

• Definition
• It is the procedure of sprouting the quality and
  quantity of web traffic by raising the visualness
  of webpage/ website/ page to end user of search
  engine.
• Example Ever thought why some WebPages are
  ranked on the first page of search engine like
  Google rather than the others , the reason behind
  is use of vigorous and influential online
  marketing technique SEO Search Engine
  Optimization.
• Results-
• SEO results in generating organic/ natural
  results i.e. it is not a paid kind of marketing.
• Target
• SEO targets searches like images, videos,
  blogs, forums and news.
• SEO focuses on
• Search Engine , Keywords typed in search
  engine, Businesses' online presence
• Importance
• As per studies, 75 of population starts their
  searches on search engines like Google, Yahoo and
  Binge, and its also a fact that five of the first
  results that appears on Google search gets 67 of
  clicks which is quite evident of SEOs
  importance.

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How SEO Works It works in two types
On Page Optimization Off-Page Optimization
1. Website Analysis 1. Link Building
2. Keyword Research and Selection 2. General Directory Submission
3. Competitor Analysis 3. Deep Link Directory Submission
4. Meta Tags Creation 4. Niche Directory Submission
5. Content Optimization 5. Social Bookmarking
6. HTML Optimization 6. Free Classified Posting
7. Image Optimization (Alttag) 7. Article Submission
8. H1 H6 Tag Integration 8. Press Release Submission
9. Sitemap Creation HTML or XML 9. Forum Participation Signature Linking
10. Robots. Txt 10. Creation and Submission of Blog
11. Google Analytics 11. Creation and Submission of RSS
12. FTP Management 12. PDF, PPT and Video Submission
13. Web 2.0 Submission
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SEM or PPC Search Engine Marketing/ Pay Per
Click

• Definition
• It is a form of Digital marketing that
  incorporate the promotion of websites by
  increasing their visibility in search engine
  results pages (SERPs) primarily through paid
  advertising.
• Major Players
• Google Adwords Adwords.google.com
• Yahoo Search Advertising - searchmarketing.yahoo.
  com
• Microsoft Adcenter adcenter.microsoft.com
• Types of PPC Search Engines
• Google Adwords
• Yahoo Overture
• Google Adsense
• Google Suggest Tool
• Google Analytics Tool
• Inventory Overture Tool
• Google Webmaster Tool

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PPC Benefits and Drawbacks
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Difference Between SEO and PPC
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SMM Social Media Marketing

• Social Media Marketing (SMM) is a type of
  internet marketing which uses the benefits of
  social networking sites as a tool of promoting
  websites, thus increasing traffic towards them
  and learning from users direct reactions.
• It is based on Organic search i.e. non-paid
  marketing.
• Its Main Goal is
• Improving user communication
• Increasing brand visibility
• Enhancing the customer base
• SMM can be done in two ways
• Active SMM Promotion - Social networks which can
  be used as a means of SMM are - Facebook,
  Twitter, Google, LinkedIn, Instagram, YouTube,
  Pinterest
• Passive SMM Promotion -  Promotion by updating
  statuses, publishing images, tweets or articles
  on blogs.

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Advantages and Disadvantages of SMM
Advantages Disadvantages
Increased Brand Awareness Feedback can be negative
More Inbound Traffic Embarrassment Potential
Improved Search Engine Ranking Needs more time
Conversion Rate Higher
Satisfied Customers
Enhanced Brand Loyalty
Advanced Brand Authority
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Email Marketing

• Email marketing is the act of sending a
  commercial message, typically to a group of
  people, using email. In its broadest sense, every
  email sent to a potential or current customer
  could be considered email marketing.
• There are two types of Email Marketing
• Transactional Emails
• Direct Emails

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Advantages and Disadvantages of Email Marketing
Advantages Disadvantages
Cost Effective Spam
Permission Based Undelivered Mail
Flexible Design Design Problems
Scalable Size issues
Shareable Resources and skills
Measurable
Can test before sending
Environment Friendly
Time Saving
Real Time Marketing
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Conclusion

• DM will continue to grow.
• Internet users will increase more in future
  because of cheaper and accessible internet.
• Mobile Marketing will be the fastest growing
  segment
• SEO, Social Media, Content Management is crucial.
• Solid digital marketing strategy can make any
  business compete in this world.
• All the components of DM needs to work together
  to generate exceptional results.
• Last but not the least, even if there are some
  drawbacks of Digital Marketing still we cannot
  ignore its importance. Digital Marketing is very
  essential and are way less costlier than a big
  advertising agency.