DIGITAL MARKETING

Digital marketing is a form of marketing for promoting

and selling products or services on the Internet. It’s the
process of leveraging different online marketing
channels like search engines, social media networks,
and email to reach your target audience.
 Digital marketing channels

• Online Marketing Channels

• Website Marketing
• Search Engine Optimization
• Pay-Per-Click Advertising
• Content Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Marketing
• Inbound Marketing
• Mobile Marketing
• Video Marketing
 Website Marketing

• A website is the focal point of all digital marketing

campaigns. By itself is a very powerful channel but it’s also
the medium to execute most of the other online marketing
campaigns.
• Your website should represent your brand, product, and
services in the best possible way. It should be fast, mobile-
friendly, and easy to use.
• Once you have a website your next step is to come up with
a digital marketing strategy to promote your website and
content with the purpose of getting more traffic and
customers.
 Search Engine Optimization (SEO)

• Search engine optimization is the process of optimizing

your website for search engines.
• The main goal of SEO is to help a website rank higher in
search results and get organic traffic from search engines.
•
SEO has a number of sub-processes. The main ones are:
• Technical SEO
• On-Page SEO
• Off-Page SEO
 Pay-Per-Click (PPC) Advertising

• PPC advertising gives you the ability to reach internet users on

a number of networks through paid ads.
• You can set up PPC campaigns on Google, Bing, Linkedin,
Twitter, Pinterest, or Facebook and show your ads to people
searching for terms related to your products or services.
• PPC campaigns can segment users based on their demographic
characteristics (age, gender, etc) or even their particular
interests or location.
• Every time a user clicks on your ads, you pay a fee to the
provider (and thus the term pay per click).
• The most popular PPC platforms are Google Ads and Facebook.
 Content Marketing

• Content marketing is all about the content. The digital world is a huge collection of content in
different forms like text, images, audio, and video.
• The goal of a content marketing campaign is to reach potential customers through the use of content.
• Content is usually published on a website and then promoted through social media, email marketing,
SEO, or even PPC campaigns.
• The difference between having a blog versus running a content marketing campaign is that the latter
has specific goals as to what content to publish and when to publish it, who to target, and how to
monitor the effectiveness of your content campaigns.
• The main tools of content marketing are:
• Blogs
• eBooks
• Online Courses
• Infographics
• Podcasts
• Webinars
 Email Marketing

• Despite the increased use of social media networks, email marketing is

still one of the most effective digital marketing channels.
• Many people confuse email marketing with the hundreds of spam email
messages we all receive per day, but that’s not what email marketing is
all about.
• Email marketing is the medium to get in touch with your potential
customers or the people interested in your brand and this entails that
these people want to hear from you and you are not hijacking their
inbox.
• In fact, many successful online businesses and marketers use all other
digital marketing channels to add leads to their email lists, and then
through email marketing, they create a number of funnels to turn those
leads into customers.
 Social Media Marketing

• Social media marketing has to do with

reaching people in the various social networks
either through content marketing campaigns
(postings), paid ads, or both.
• The primary goal of a social media marketing
campaign is brand awareness and establishing
social trust but as you go deeper into social
media marketing, you can use it to get leads or
even as a direct sales channel.
 Affiliate Marketing

• Affiliate marketing is one of the oldest forms of marketing that has grown considerably
with the rise of Internet usage.
• Basically, with affiliate marketing, you promote other people’s products and you get a
commission every time you make a sale or introduce a lead.
• Many well-known companies like Amazon have affiliate programs that pay out millions of
dollars per month to websites that sell their products.
• When designing your digital marketing strategy, you should include affiliate marketing as a
way to get people involved in your brand and sell your products for a commission.
• In other words, when you have a product or service to promote online, you should
consider setting up an affiliate program where people can sign up and find resources and
material they can use to promote your products on the Internet.
• They will get a commission as a reward but the benefits for you as a provider are much
more.
• Your affiliates cannot only drive more sales but they can become the best representatives
of your brand and positively influence other people to buy or connect with your company.
 Inbound Marketing

• Inbound marketing is another fancy term that refers to how

you can use various digital marketing channels to reach
new customers mainly through the process of content
creation and how to ‘push’ them through a funnel until
they convert.
• The main elements of inbound marketing are content,
attention, engagement, trust, and satisfaction.
• All these elements have a single goal: to help businesses
connect with their potential customers and establish a
channel of bi-directional communication with them that
will lead to more sales.
 Mobile Marketing

• Mobile marketing refers to the process of reaching

customers in the different mobile app stores such as
Google Play, Apple app store, or Amazon
marketplace.
• These app stores have thousands of apps and
millions of users per day. With mobile marketing,
you can promote your apps either through paid
advertising or through other methods (cross-app
promotions, etc.), so that they can be seen and
installed by more users.
 Video Marketing

• Video marketing is something relatively new but recently it has become

so popular that you simply cannot ignore it.
• YouTube has become the second most popular search engine and a lot of
users are turning to YouTube before they make a buying decision, to
learn something, or just to relax.
• YouTube is just one of the mediums you can execute Video marketing.
There are so many other platforms like Facebook Videos, Instagram,
Vimeo to use to run a video marketing campaign.
• The best way to take advantage of video is to integrate them into your
SEO, content marketing, and social media marketing campaigns.
• Running standalone video campaigns can be costly and does not always
create a positive return on investment, but when the video is used as
part of your other campaigns, the ROI is justified.
 Offline marketing channels

• TV Marketing
• SMS Marketing
• Radio Marketing
• Billboard Marketing
 What Does Digital Revolution Mean?

• The Digital Revolution refers to the

advancement of technology from analog
electronic and mechanical devices to the
digital technology available today. The era
started to during the 1980s and is ongoing. The
Digital Revolution also marks the beginning of
the Information Era.
• The Digital Revolution is sometimes also called
the Third Industrial Revolution.
 Digital Revolution

• The development and advancement of digital technologies

started with one fundamental idea: The Internet. Here is a brief
timeline of how the Digital Revolution progressed:
• 1947-1979 - The transistor, which was introduced in 1947, paved
the way for the development of advanced digital computers. The
government, military and other organizations made use of
computer systems during the 1950s and 1960s. This research
eventually led to the creation of the World Wide Web.
• 1980s - The computer became a familiar machine and by the end
of the decade, being able to use one became a necessity for
many jobs. The first cellphone was also introduced during this
decade.
 Continued….
• 1990s - By 1992, the World Wide Web had been
introduced, and by 1996 the Internet became a
normal part of most business operations. By the late
1990s, the Internet became a part of everyday life for
almost half of the American population.
• 2000s - By this decade, the Digital Revolution had
begun to spread all over the developing world; mobile
phones were commonly seen, the number of Internet
users continued to grow, and the television started to
transition from using analog to digital signals.
 Continued…
• 2010 and beyond - By this decade, Internet makes up more
than 25 percent of the world's population. Mobile
communication has also become very important, as nearly 70
percent of the world's population owns a mobile phone. The
connection between Internet websites and mobile gadgets has
become a standard in communication. It is predicted that by
2015, the innovation of tablet computers will far surpass
personal computers with the use of the Internet and the
promise of cloud computing services. This will allow users to
consume media and use business applications on their mobile
devices, applications that would would otherwise be too much
for such devices to handle.
 What is a digital transformation framework?

• A digital transformation framework is the blueprint for how an

organisation moves through a period of significant change because of
the current evolving business conditions.
• ‍
• The framework is a tool, used across an organisation, that guides all
levels of the organisation through the journey. It ensures that no area
of the business is left unattended during the period of change.
• ‍
• It provides a common reference point that can be evolved as the
organisation changes – thus, the digital transformation framework is
central to success. The framework enables the strategy and roadmap
that allows organisations, of all sizes, to evolve and success in the
rapidly changing market conditions that now exist.  
 Difference Between Traditional Marketing and Digital Marketing

Traditional Marketing Digital Marketing

The promotion of product and services through TV, Telephone, The promotion of product and services through digital media or
Banner, Broadcast, Door to Door, Sponsorship, etc. electronic medium like seo, sem, PPC, etc..

Traditional Marketing is not cost effective. Digital Marketing is more cost effective.

It is not so good for Brand building. It is efficient and fast for brand building.

Digital Marketing is easy to Measure with the help of analytics

Traditional Marketing is difficult to Measure. tools.

traditional Marketing includes..  Digital Marketing includes.. 

•T.V.advertisement •Search engine optimization (SEO)
•Radio. •Pay-per-click advertising (PPC)
•Banner Ads.. •Web design.
•Broadcast. •Content marketing.
•Sponsorship. •Social media marketing.
•print Ads.. •Email marketing.
 Digital Marketing Process
• Different Types of Digital Marketing Process
• 1. E-Mail Marketing
• E-mail marketing is one of the most popular digital marketing processes being used
today. E-mail marketing is the process of using e-mail for promoting or advertising
product(s) or service(s).
• 2. Search Engine Optimization(SEO)
• Search Engine Optimization is the method of optimizing the search engine for
fetching the organic search related to the product(s) and service(s). SEO is today’s
most promising career opportunity in the field of digital marketing which has
created loads of job opportunities and has helped the job seekers to pursue their
career.
• 3. Search Engine Marketing
• Search engine marketing is the digital marketing process which focusses more on
the paid promotions and advertisements. Search engine marketing increases the
popping up or visibility of the paid advertisements of the product(s) and services(s).
SEM is also one of the most promising careers in today’s digital era.
• 4. Content Marketing
• This digital marketing process focusses on creating and promoting quality content among consumers. Content
which is genuine, and which catches the attention of the consumers. This content can be written content, audio
or video content
• 5. Pay-Per-Click Marketing
• Pay-Per-Click is again mostly used for the paid campaigns as it helps to boost the ranking of the product(s) and
service(s) on the search engines and other digital platforms so that when the anyone searches that category of
product(s) and services(s), the highest-paid will be ranked first and subsequently will be listed first.
• 6. Affiliate Marketing
• Affiliate marketing is a type of digital marketing in which any person collaborates with any business
firm/organization for producing traffic and earns a commission for the traffic generated. Thus, affiliate
marketing is a very efficient method for making money and is a very good field for making a career especially
for bloggers.
• 7. Instant Message Marketing
• Instant message messenger, as the name, only suggests it is the process for promoting the product(s) and
services(s) through the messaging apps or messengers. Nowadays, marketing has become digital and every
brand has got its own chatbot or messenger using which they can advertise their brand.
Understanding the Flow for Digital Marketing Process
 Flow for Digital Marketing Process
• 1. Research
• In the research stage, all the necessary information related either to the
product(s)/service(s) or the target audience/market is collected, and the information
collected during the research stage is used for making decisions. This information is very
helpful in strategizing the marketing campaign. Following information are collected
during this stage:
• About the brand/business/organization.
• About the target audience/target market.
• About the product/service being promoted.
• About the market, a competition to promote product/services and to stand out among
the existing brands.
• 2. Create
• In this stage, the information collected in the research stage is analyzed and strategized
to create the marketing campaign. The campaign is created as per the goals and
objectives of the organization and the as per the vision of the stakeholders, how they
want their product to be advertised on different platforms.
• This step covers the branding strategy, content strategy, etc. The goal is to reach
maximum customers and to generate maximum revenue at the same time.
• 3. Promote
• Once the marketing campaign is created and strategized,
the marketing team starts working on promoting the
product(s)/service(s). There are various digital platforms
for promoting a brand, product(s)/service(s) like:
• Search Engines (Google, Bing, Yahoo, Etc.)
• Display Networks
• Social Media
• E-Mail and Affiliate Marketing
• E-Commerce Websites and Other Marketing Portals
• 4. Analyze
• Now comes the analyzing stage in which the results and
outcomes of the marketing campaign are analyzed. The results
or the outcome from various promotion channels are collected
and analyzed for generating the business reports in terms of
sales and revenue. This analysis helps to identify the grey areas
and helps the marketing team to improve those areas and to
prepare for future marketing. Google Analytics is one of the
most popular analytics tools used for the analysis and basically
it helps to identify the target audience response, behavior of
the consumers and the data collected helps to convert the
potential leads into business.
• 5.Optimize
• At this Stage ,based on analysis &
observations,you start making changes.The
changes could be in your primary digital
identities or digital market channels.
How to create a website/Blog using Wordpress
 1. Identify Your Website’s Purpose

• Before starting to build your website, make

sure you have a clear understanding of what
your website needs to do. This will help you
decide which website builder is best for your
website as different platforms are better suited
to different purposes. For example, if you’re
starting a website for a small business or online
store, you’ll need to build a website with e-
commerce and customer engagement options.
 2. Choose Your Domain Name

• While you won’t execute this step until you choose a platform for building your website, it’s important to
start thinking about your website’s domain name now. Your domain name is the URL or website address
that users type into their search bar to visit your site.

• If you are using WordPress, you will need to acquire your custom domain name separately through a
domain registrar. Domain names are very affordable, typically costing $15 or less per
year. Namecheap provides you hundred domain possibilities to choose from.

• Besides brand representation, your domain name also impacts your site’s SEO. Domain.com is a domain
name generator that easily integrates with WordPress, WebsiteBuilder, and SiteLock to establish your
business presence. Your domain name should be easy to spell, short, and memorable, GoDaddy’s domain
name registrar automatically creates a list of domains based on those words using various domain name
prefixes and suffixes. Consider opting for the more popular “.com” domain over TLDs like “.net” or “.co.”

• Good domain names should be relatively short, and easy to remember, type, and say.Since this is how
people will find your website, it should be as accessible as possible. In most cases, you’ll pay for your
domain name annually. Registering and owning your domain name means that no one else can have the
same web address as you
• 3. Decide If You’ll Use WordPress or a Website
Builder
• The first step in creating a website for your small
business is deciding which platform to use to build the
site. If you are doing it yourself, you have two options:
• Use a Website Builder like Squarespace, GoDaddy,
or Web.com.
• Use WordPress, which is an open-source content
management system (CMS).
A Step-by-Step Guide To Building a Website With WordPress

• If you’ve chosen to create a website through WordPress,

great! All of the instructions you need for getting started
with WordPress are below. If you want to use a website
builder instead, go here for further guidance
• Step 1: Choose a web hosting service
• Step 2: Register your domain name
• Step 3: Install WordPress
• Step 4: Customize your WordPress site
• Step 5: Manage your WordPress site