0
Digital Marketing
Workshop 2014
VIT University, Vellore
+91 9566738366

Fb.com/MenSagam

admin@mensagam.co
m

@mensagam
Event Purpose


Internet industry



Digital Marketing



Web Analytics



Networking Discussion
How many of you
want to achieve
something?
Why Do you want to
Achieve
Because of Happiness
Digital Marketing
What is Internet?
Internet
It is the network of
networks.
 It’s a global system
of interconnected
computer networks
that uses Internet
Prot...
Things happen in 60 seconds
MARKETING
Marketing
In layman’s term it
is the promotion of
a product for sales
 The commercial
functions involved
in transferring
...
DIGITAL MARKETING
Digital Marketing







In other words
Internet marketing
Make use of
electronic devices
like computer/ smart
phone/ ...
Types of Digital Marketing
Pull Marketing –
Customers actively
seek marketing
content via web
searches,
websites, email et...
Push Vs Pull
Marketing

Comparison between Push Vs Pull marketing
4Ps of Digital Marketing
Product
 Price
 Placement
 Promotion

Solutions of Digital Marketing


SEO – Search Engine
Optimization



SEM – Search Engine
Marketing



SMO – Social Media
Optimization

Solutions of Di...
Back end of Digital Marketing


Web Analytics –
The relationship
between the user
and the website



Web Masters – The
r...
SEO
Search Engine Optimization
Search Engines
What is a Search Engine?
Search Engine
It’s a software system that is used to
search for information in internet.
 The words or phrases used to re...
Major Search Engines
Google
 Bing
 Yahoo
 Baidu
 Yandex
 Topsy
 Answers
 About

Yandex

Baidu

Search Engines
How a Search Engine works


How a Search Engine Works?
Working of Search Engine
Robots crawls the
website
 Index the
information in
search engine
database
 Display the
informa...
Types of Search


How many types of search?
Types of Search
Organic/natural
search
 Paid search
 Site search

SEO


Why SEO?
SEO


It’s the method to improve the visiblity
of the website in search engines while
searched.
On Page

Off Page
Strategies to Drive Natural Traffic
Keyword Identification
Do research & base strategy on
what customers actually look for...
On page


1. Keyword Usage



2. Fresh Content



3. Fast loading
pages
On Page
Title Tag
 URL/file name
 Image Optimization
 H1 Tag
 Meta keywords
 Meta description

Off Page


Lots of quality inbound links from ontopic blocks of text
Off Page
Directory Submission
 Article submission
 Back links
 Link building

Pillars of SEO
Content
 Architecture
 Popularity

Pillars of SEO
Architecture the
bones

Content the meat
Keywords &
phrases to be
indexed
These are
matched up to
search qu...
Content

Titles

Header
s
Body Content

Emphasized
text
Images
Videos
How Humans see

How search engine robots
see

But Understand this
Keyword Utility
Architecture

Architecture
Main Things in Architecture
Directory Structure suggested by
Google
Directory structure google
standard
• Google suggests a “3 Click Rule”:
All pages should be within 3 clicks of the
home pa...
Popularity
Populari
ty
Internal Link Building


Internally, the most
authoritative links are
usually:
◦ Home Pages
◦ Main Category
Landing Pages...
External Link Building




An external link is a
link that points at an
external domain.
In layman's terms, if
another w...
Link Building Stragies
SEM


What is Search Engine Marketing
SE
M



Search Engine Marketing is to make
use of search engines to promote your
product/ site in the form of
advertiseme...
SEM
Types Of SEM
 Google Ad words
 Bing Ads
 Yahoo Ads
 Face book Ads

How SEM


How SEM is done?
SEM Process
Account
 Campaign
 Ad groups
 Ad copies
 Keywords

SEM process
SMO


For what SMO is used?
SMO


Social Media Optimization



Make use of social media to promote
the product by sharing website
Types of social media


Can some one share the social media
types used so far?
Types of Social Media
Facebook
 Twitter
 Google plus
 Linked in
 Tumblr
 Stumble upon

How Social media works
Facebook – leading social media
where the posts are being shared with
number of likes are leading t...
Web Analytics


Why Web Analytics required?
Web Analytics


It’s a business intelligence tool to keep
track of user interaction with the web
site.
Types of Metrics
8 Basic metrics
 Visits
 Visitors
 Unique Visitors
 New Visitors
 Bounce Rate
 Exit rate
 Time on ...
Paradigms of Web Analytics






The What – Clickstream
The How Much – Multiple
Outcome Analysis
The Why –
Experiment...
Information Tracking


What kind of information can be
tracked?
Information Tracking


Analytics working
Analytics Tracking
Apart from the basic
metrics with
Analytics the
following tracked.

Video
 Flash content
 Mobile devi...
Types of Web Analytics
Google Analytics
 Adobe Omniture Site Catalyst
 Unica

Webmasters


Why Webmasters?
Webmasters
How your website is crawled by
search engine robots
 Any missing links
 Details about the backlinks that take...
Future Trends


What are the future expectations?
Future Trends
Use of smart phones/ tablets
 Wearable computing
 Cloud computing

Growth of industry


Growth of industry in past few years
Thanks for participating
Ask Question any Time

www.fb.com/MenSagam
www.twitter.com/mensagam
9566738366
admin@mensagam.co
...
Digital Marketing Workshop 2014 at VIT University Vellore.
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It is the network of networks.
It’s a global system of interconnected computer networks that uses Internet Protocol(TCP/IP) to connect with billions of users
In simple words it’s a information resource

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Transcript of "Digital Marketing Workshop 2014 at VIT University Vellore."

  1. 1. Digital Marketing Workshop 2014 VIT University, Vellore
  2. 2. +91 9566738366 Fb.com/MenSagam admin@mensagam.co m @mensagam
  3. 3. Event Purpose
  4. 4.  Internet industry  Digital Marketing  Web Analytics  Networking Discussion
  5. 5. How many of you want to achieve something?
  6. 6. Why Do you want to Achieve
  7. 7. Because of Happiness
  8. 8. Digital Marketing
  9. 9. What is Internet?
  10. 10. Internet It is the network of networks.  It’s a global system of interconnected computer networks that uses Internet Protocol(TCP/IP) to connect with billions of users  In simple words it’s a information resource 
  11. 11. Things happen in 60 seconds
  12. 12. MARKETING
  13. 13. Marketing In layman’s term it is the promotion of a product for sales  The commercial functions involved in transferring goods from producer to consumer. 
  14. 14. DIGITAL MARKETING
  15. 15. Digital Marketing     In other words Internet marketing Make use of electronic devices like computer/ smart phone/ tablet to sell/buy products The term was first used in 1990. In last few years it became effective way to relate with customers.
  16. 16. Types of Digital Marketing Pull Marketing – Customers actively seek marketing content via web searches, websites, email etc  Push Marketing – The content is made to display for customers by means of ads, display banners etc 
  17. 17. Push Vs Pull Marketing Comparison between Push Vs Pull marketing
  18. 18. 4Ps of Digital Marketing Product  Price  Placement  Promotion 
  19. 19. Solutions of Digital Marketing
  20. 20.  SEO – Search Engine Optimization  SEM – Search Engine Marketing  SMO – Social Media Optimization Solutions of Digital Marketing
  21. 21. Back end of Digital Marketing  Web Analytics – The relationship between the user and the website  Web Masters – The relationship between the website and the search engine
  22. 22. SEO Search Engine Optimization
  23. 23. Search Engines What is a Search Engine?
  24. 24. Search Engine It’s a software system that is used to search for information in internet.  The words or phrases used to retrieve information is the search queries.  The Search engine displays results in line of information is Search Engine Results Pages 
  25. 25. Major Search Engines Google  Bing  Yahoo  Baidu  Yandex  Topsy  Answers  About 
  26. 26. Yandex Baidu Search Engines
  27. 27. How a Search Engine works  How a Search Engine Works?
  28. 28. Working of Search Engine Robots crawls the website  Index the information in search engine database  Display the information when searched 
  29. 29. Types of Search  How many types of search?
  30. 30. Types of Search Organic/natural search  Paid search  Site search 
  31. 31. SEO  Why SEO?
  32. 32. SEO  It’s the method to improve the visiblity of the website in search engines while searched.
  33. 33. On Page Off Page
  34. 34. Strategies to Drive Natural Traffic Keyword Identification Do research & base strategy on what customers actually look for Off-Page Link Building Internal – links from within Site to your page External – quality links from external sites to your page On-Page Optimization Add targeted keywords & phrases everywhere, especially: Titles & Meta Description Headers Body Content Alt Text URLs & Filenames
  35. 35. On page  1. Keyword Usage  2. Fresh Content  3. Fast loading pages
  36. 36. On Page Title Tag  URL/file name  Image Optimization  H1 Tag  Meta keywords  Meta description 
  37. 37. Off Page  Lots of quality inbound links from ontopic blocks of text
  38. 38. Off Page Directory Submission  Article submission  Back links  Link building 
  39. 39. Pillars of SEO Content  Architecture  Popularity 
  40. 40. Pillars of SEO Architecture the bones Content the meat Keywords & phrases to be indexed These are matched up to search queries Should be unique to a page All text in source code may be read(e.g. filenames, tags, alt text) Crawl able text(e.g. key messages should not buried in Flash, AJAX, JavaScript, modal windows) Navigation URLs & directories Sitemaps Server speed Popularity referring links Search Engines judge how important a page is & how relevant to a search query by the quantity & type of inbound links Internal: links from top pages to deeper ones as well as across categories External: links thirdparty sites or sub domains
  41. 41. Content Titles Header s Body Content Emphasized text Images Videos
  42. 42. How Humans see How search engine robots see But Understand this
  43. 43. Keyword Utility
  44. 44. Architecture Architecture
  45. 45. Main Things in Architecture
  46. 46. Directory Structure suggested by Google
  47. 47. Directory structure google standard • Google suggests a “3 Click Rule”: All pages should be within 3 clicks of the home page • To rank better, files like images & PDFs should have URLs that match the pages were these are displayed, not on special subdomains
  48. 48. Popularity Populari ty
  49. 49. Internal Link Building  Internally, the most authoritative links are usually: ◦ Home Pages ◦ Main Category Landing Pages ◦ Popular blogs  Interlink pages to flow link equity from category pages down to child pages and back up Highest SEO value of links are: Within blocks of text, not relying on navigation (masthead, ANAV, footers) At top of page’s main content  Contextually placed links are better than… …lists of links that have lower SEO value   No need to unnecessarily repeat Links on Same Page
  50. 50. External Link Building   An external link is a link that points at an external domain. In layman's terms, if another website links to you, this is considered an external link to your site. Similarly, if you link out to another website, this is also considered an external link.
  51. 51. Link Building Stragies
  52. 52. SEM  What is Search Engine Marketing
  53. 53. SE M  Search Engine Marketing is to make use of search engines to promote your product/ site in the form of advertisements when searched.
  54. 54. SEM Types Of SEM  Google Ad words  Bing Ads  Yahoo Ads  Face book Ads 
  55. 55. How SEM  How SEM is done?
  56. 56. SEM Process Account  Campaign  Ad groups  Ad copies  Keywords 
  57. 57. SEM process
  58. 58. SMO  For what SMO is used?
  59. 59. SMO  Social Media Optimization  Make use of social media to promote the product by sharing website
  60. 60. Types of social media  Can some one share the social media types used so far?
  61. 61. Types of Social Media Facebook  Twitter  Google plus  Linked in  Tumblr  Stumble upon 
  62. 62. How Social media works Facebook – leading social media where the posts are being shared with number of likes are leading to no of conversions  Twitter – The message is conveyed within 140 characters with #hash tag denoting the keyword for the business  Linked in – Professional network connecting people. 
  63. 63. Web Analytics  Why Web Analytics required?
  64. 64. Web Analytics  It’s a business intelligence tool to keep track of user interaction with the web site.
  65. 65. Types of Metrics 8 Basic metrics  Visits  Visitors  Unique Visitors  New Visitors  Bounce Rate  Exit rate  Time on Site  Conversion Rate
  66. 66. Paradigms of Web Analytics      The What – Clickstream The How Much – Multiple Outcome Analysis The Why – Experimentation & Testing What Else - Voice of Customer Insights- Final Outcome
  67. 67. Information Tracking  What kind of information can be tracked?
  68. 68. Information Tracking  Analytics working
  69. 69. Analytics Tracking Apart from the basic metrics with Analytics the following tracked. Video  Flash content  Mobile devices  demographics 
  70. 70. Types of Web Analytics Google Analytics  Adobe Omniture Site Catalyst  Unica 
  71. 71. Webmasters  Why Webmasters?
  72. 72. Webmasters How your website is crawled by search engine robots  Any missing links  Details about the backlinks that takes to the site. 
  73. 73. Future Trends  What are the future expectations?
  74. 74. Future Trends Use of smart phones/ tablets  Wearable computing  Cloud computing 
  75. 75. Growth of industry  Growth of industry in past few years
  76. 76. Thanks for participating Ask Question any Time www.fb.com/MenSagam www.twitter.com/mensagam 9566738366 admin@mensagam.co m www.fb.com/alyssum.websolutions www.twitter.com/alyssumwebsolut info@alyssumwebsolutions.com
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