The document discusses various digital marketing concepts including types of websites, evolution of the internet and online revenue models, understanding digital media, crafting a digital marketing strategy, search engine optimization, social media marketing, email marketing, and affiliate marketing. Guest speakers from various companies provided an overview of these topics and shared examples and best practices. Attendees participated in exercises to apply the concepts to their own businesses.

2. Farhan Kamal Sr. Manager Marketing ITSec Limited Badar Khushnood Country Consultant Google Inc. Adil Ahmed COO The Symmetry Guest Speakers

3. PRESENTATION OVERVIEW

4. KEY CONCEPTS IN DIGITAL MARKETING

7. KEY CONCEPTS IN DIGITAL MARKETING Understanding Digital Media Rank Brand Unique Audience (000) Active Reach % Time Per Person (HH:MM:SS) 1 Google 94,469 65.40 0:29:43 2 Yahoo! 81,677 56.54 1:11:56 3 MSN/Windows Live 68,706 47.56 0:52:36 4 Microsoft 58,978 40.83 0:19:17 5 AOL Media Network 50,626 35.05 1:27:08 6 Facebook 41,944 29.04 1:12:20 7 YouTube 41,416 28.67 0:24:13 8 Fox Interactive Media 37,289 25.81 0:33:53 9 Apple 29,055 20.11 0:54:12 10 eBay 27,288 18.89 0:51:06

8. CRAFTING A DIGITAL MARKETING STRATEGY

9. KEY CONCEPTS IN DIGITAL MARKETING Some Good Examples…

12. KEY CONCEPTS IN DIGITAL MARKETING IT ALL STARTS WITH THE DOMAIN NAME www.BloomHeaven.com

17. KEY CONCEPTS IN DIGITAL MARKETING Keywords Advertiser Competition Approx Search Volume: February Approx Avg Search Volume flowers 1 24900000 24900000 flower 1 13600000 9140000 send flowers 1 368000 165000 flowers shop 1 6600 12100 flowers delivery 1 246000 110000 ftd flowers 1 40500 27100 tropical flowers 1 60500 49500 fresh flowers 1 165000 90500 funeral flowers 1 74000 49500 wedding flowers 1 450000 301000 silk flowers 1 165000 135000 flowers wholesale 0.93 135000 90500 order flowers 1 74000 40500 flower delivery 1 823000 368000 flower shop 1 450000 246000 Taken from Google Keyword Tool

19. KEY CONCEPTS IN DIGITAL MARKETING Website Structure

21. KEY CONCEPTS IN DIGITAL MARKETING Wireframe Diagram

28. ROUNDING UP SEARCH ENGINE MARKETING

29. ROUNDING UP SEARCH ENGINE MARKETING

30. ROUNDING UP SEARCH ENGINE MARKETING

34. ROUNDING UP SEARCH ENGINE MARKETING Enter Search Engine Age

36. ROUNDING UP SEARCH ENGINE MARKETING The Search 2.0

38. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed

39. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed

40. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed POPULARITY = LINKS FROM OTHER WEBSITES

42. ROUNDING UP SEARCH ENGINE MARKETING What Google Changed Search Engines want Naturalism to prevail

45. ROUNDING UP SEARCH ENGINE MARKETING FOOL PROOF SEARCH ENGINE OPTIMIZATION STRATEGY

52. ROUNDING UP SEARCH ENGINE MARKETING Rounding up Online Advertising Adil Ahmed COO The Symmetry

54. ROUNDING UP SEARCH ENGINE MARKETING

56. ROUNDING UP SEARCH ENGINE MARKETING

57. ROUNDING UP SEARCH ENGINE MARKETING Search Engines bridge the gap between buyers and sellers Why it Works?

58. ROUNDING UP SEARCH ENGINE MARKETING

59. ROUNDING UP SEARCH ENGINE MARKETING Buyers Sellers

61. ROUNDING UP SEARCH ENGINE MARKETING Rs.10,000 initial investment in AdWords Rs. 10 CPC ≥ 1,000 clicks 10% conversion rate = 100 sales Average sale = Rs. 1000 Rs.10 K investment returns Rs.100 K in sales Reinvest profits, increase budget

63. ROUNDING UP SEARCH ENGINE MARKETING

65. ROUNDING UP SEARCH ENGINE MARKETING Google technology places your ad on the most relevant content pages

69. CTR Examples 20 clicks 1000 impressions = 0.02 = 2% Example Advertiser A: CTR is how Google measures relevance 3 clicks 100 impressions = 0.03 = 3% Example Advertiser B:

71. Quality Score High Quality Score = Higher Ranks with Lower Cost per click

74. ROUNDING UP SEARCH ENGINE MARKETING Badar Khushnood Country Consultant Google Inc. Benefits of Using Google Adwords

75. SOCIAL MEDIA MARKETING

76. “ Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks”. What is Social Media Marketing

83. Digg Submit interesting content Other users vote for content Top content gets to the main Expect 100000000 visitors

84. Stumble Upon Friends refer friends sites to visit Expect hundreds of visitors

85. LinkedIN Business networking Contacts, Events, Information

88. EMAIL MARKETING

95. AFFILIATE MARKETING PRIMER