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Digital Marketing


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Digital Marketing

  1. 1. Digital Marketing Digital Marketing Overview Website Planning & Creation Google Platforms Search Engine Optimization Google AdWords or PaidAdvertisement Social Media Marketing E mail Marketing Content Marketing Affiliate Marketing AdSense & Blogging
  2. 2. Digital Marketing Overview What isDigital Marketing ? Importance of Digitalmarketing Digital Marketing Components Process of Digital Marketing Excellence Difference between Digital Marketing & Traditional Marketing Opportunities in Digital Marketing Terminology in Digital Marketing
  3. 3. What isDigital Marketing ? Digital (Tools) Marketing (Reach) Communication (Platform)
  4. 4. Importance ofDigital Marketing ? Market reach toa specific segment Informative & trackable Cost effective & 365 day engagement Maximum conversion ration as compared toother ma rketing mean
  5. 5. Traditional Marketing V/s Digital Marketing? Traditional Marketing Digital Marketing Difficult to Measure the impact of marketing. Itis measurable . You can know the number of people who viewed the online advertise, and the number of ones who purchased the product. Itis not cost effective Itis more cost effective Itmay leave user’s queriesunanswered. Itcan providemaximum information It will take time to create brand building Itis fast &efficient for brand building
  6. 6. Component of DigitalMarketing
  7. 7. Process of Digital MarketingExcellence Design & Development Awareness Building Communication between User & Website Traffic Conversion Follow Up Analytics –Diagnosis -Solutions
  8. 8. Digital Marketing Terminology Banner Black HAT& White Hat CTR (Click Through Rate) Campaigns Pay PerClick (PPC/CPC) Landing Pages Impression Conversion Rate Optimization Cost per Acquisition SEO Traffic SMO
  9. 9. Opportunity in Digital Marketing Digital Marketing Manager Content MarketingManager Content Writers Inbound Marketing Manager Social Media Marketing Experts/Specialists Search Engine Marketers SEO Executives Conversion Rate Optimizer Copy Writers Blogging & OnlineBusiness
  10. 10. Pros of Online Marketing Wider reach to the customers Immediate quantifiable results Less business overheads Customers’ Convenience Customer Relationship Ability to track customer’s preferences
  11. 11. Cons of OnlineMarketing Internet Fraud Ads Placement Requires Special Expertise Inaccessible Negative feedbacks about Products.
  12. 12. Website Planning & Creation Types of Websites Essentials of Website Planning a website Professional Appearance Easy to update Search Engine Friendly Difference between Dynamic & Static Websites Importance of Landing Pages
  13. 13. Design & Development Static website Called as client side coding. Low Change Requirement & all change through coding HTML, CSS, JAVA . Customer have no option to change content by itself Open Source Website Dynamic Website Called asServer side Coding .CMS Based Website. Purpose of these website ishigh functionality. Called as Serverside Coding .CMS Based Website. Purpose of these website ishigh functionality. Ready Made Mechanism. Common CMS made for common requirement . Ready Templates ,themes is available to customer. WordPress , Zomla, Open Kart, Wix , InstaPage etc. Less time consuming.
  14. 14. Types of Website Portfolio & Personalized Sites Business/Service Websites E –Commerce /Portal Websites Content based Websites (Blog) Business to Consumer website Consumer to Consumer website Business to Business Websites Q& A or Discussion Forum Website Affiliate Website Tools to CheckWebsites Platform Detail :
  15. 15. Landing Pages Portfolio & Personalized Sites Business/Service Websites E –Commerce /Portal Websites Content based Websites (Blog) Business to Consumer website Consumer to Consumer website Business to Business Websites Q& A or Discussion Forum Website Affiliate Website Tools to CheckWebsites Platform Detail :
  16. 16. Essential elements while creatingWebsite Call to Action Responsive Content is King (SEO Friendly) Social Book Marking Professional Appreance Conversion Rate Optimization
  17. 17. Landing page V/s Website LANDING PAGE WEBSITE Landing page provide specific knowledge like flyers Website provide descriptive informationlike prospectus User is focus & conversion is faster & effective User is not focus &conversion is less Main purpose is to capture a lead or sales conversion Main purpose is to provide presence & create trust. Itis use for Pay per clickmarketing Itis use for Search Engine Optimization search&utm_medium=cpc&utm_campaign=buynow&gclid=Cj0KEQiA56_FBRDYpqGa2p_e1MgBEiQ AVEZ6-9UVRxgWZ0kAOUFBX0zgR40vF7CEKCuS-_FcaFcgydgaAmnR8P8HAQ website/?utm_source=Google&utm_medium=CPC&utm_campaign=KR-Create-Website- All&utm_content=Create-Website- Modifier&utm_term=web%20site%20create&gclid=Cj0KEQiA56_FBRDYpqGa2p_e1MgBEiQAVEZ6-- tR3Ty-a65QlQyOKBefoPE2diMiwX3q25GrK3zACT0aAmfr8P8HAQ
  18. 18. Search Engine Optimization What isSEO ? Introduction to SERP How Search EngineWorks What isTraffic? Function of SearchEngine Importance of Keywords Process of SEO Types of SEO Keyword Planning
  19. 19. Search Engine Optimization (Terminology) Crawler Inbound V/s Outbound Marketing Back Link Link Juice Link Farm Indexing SERP Domain & Hosting Keyword DNS /Proxy Server HTTP On Page Optimization Off Page Optimization Webserver Algorithim
  20. 20. Google SearchEngine Search Engine Crawlers (Aka,Spider,Robot& Bots) Fetch/Collect Information Algorithm View Video crawler Page Rank – Onthe base of relevance & authority
  21. 21. Search Engine ResultPage(SERP)
  22. 22. Inbound Marketing V/s OutboundMarketing Video to understand -
  23. 23. Search Engine ResultPage(SERP) Search engines consider two main areas when determining what your website is about and how to prioritize it. Content on your website (Relevancy) – On Page Optimization When indexing pages, the search engine bots scan each page of your website, looking for clues about what topics your website covers and scanning your website‟s back-end code for certain tags, descriptions, and instructions. Who’s linking to you: (Authority) – Off Page Optimization As the search engine bots scan webpages for indexing, they also look for links from other websites. The more inbound links a website has, the more influence or authority it has. Essentially, every inbound link counts as a vote for that website‟s content . A link from a highly authoritative website like The New York Times ( will give a website a bigger boost than a link from a small blog site. This boost is sometimes referred to as link juice.
  24. 24. Problem in Crawler orIndexing Online forms: Search engines aren't good at completing online forms (such as a login), and thus any content contained behind them may remain hidden. Duplicate pages: Websites using a CMS (Content Management System) often create duplicate versions of the same page; this is a major problem for search engines looking for completely original content. Blocked in the code: Errors in a website's crawling directives (robots.txt) may lead to blocking search engines entirely. Poor link structures: If a website's link structure isn't understandable to the search engines, they may not reach all of a website's content; or, if it is crawled, the minimally-exposed content may be deemed unimportant by the engine's index. Non-text Content: Although the engines are getting better at reading non-HTML text, content in rich media format is still difficult for search engines to parse. This includes text in Flash files, images, photos, video, audio, and plug-in content.
  25. 25. Problem inSERP Uncommon terms: Text that is not written in the common terms that people use to search. For example, writing about "food cooling units" when people actually search for "refrigerators.“ Language and internationalization subtleties: For example, "color" vs. "colour." When in doubt, check what people are searching for and use exact matches in your content. Incongruous location targeting: Targeting content in Polish when the majority of the people who would visit your website are from Japan. Mixed contextual signals: For example, the title of your blog post is "Mexico's Best Coffee" but the post itself is about a vacation resort in Canada which happens to serve great coffee. These mixed messages send confusing signals to search engines.
  26. 26. Process of SEO Define Effective Strategy Choose Right Keywords Optimize your website content Submit your website for indexing Add More Quality Linksto your website Manage Paid Search Advertise Measure Success of Advertise
  27. 27. Types of SEO Organic SEO Inorganic SEO Ittakes more timetocreate as more concentrated towardscontent creation, building hyperlinks, meta-tag optimization, keywordenhancement, etc. Itis speedy. Ityields late effect. Itfocuses on long term results. Itbringsimmediate effect. Itfocuses on shortterm results. Itis inexpensive. Theycannot be affected financially. Once the design of thewebsite and its content isgood, itrequireslessmanagement. Itisvery expensive. Theycan get affected financially. Itrequired high degree of management. Organic SEOiscalled WhiteHatsearch tactic. Inorganic search isBlack Hatsearch tactic.
  28. 28. Types of Keywords Keywords Informational Keywords Basic Purpose isto get information or research Navigational Keywords Direct search by the name of Brand Transactional Keywords
  29. 29. Google Platforms Google Maps & Places Google Voice Google Photo Google Plus Google Drive & Spread Sheet Google YouTube Google News Google My Business Google Hangout Google SearchEngine Google Calendar Google Blog Google Books Google play store
  30. 30. PPC Advertising Introduction to PPC Advertising Advantage of PPC Costing ofPPC PPC Terminology Process of Creating PPCAdvertisement
  31. 31. PPC Advertising PPC stands for Page Per Click. It is an internet marketing model where the advertisers use the publishers’ website to market their products or services through ads. The publisher gets paid by the particular advertisers when a user clicks on theirads. It is a pull-type internet marketing of buying user visits to a site.
  32. 32. Advantage of PPC Advertising Quick Actions : PPC gives immense traffic, quick results, and more hype branding in a short span of time. Negligible Initial Investment : Search engines do not charge fees to insert a PPC ad or to set up an account. The user pays only when someone actually clicks on his ad. Business Gets Noticed Globally : A business can get global recognition, even if it has a small local setup. Instant Results : As compared to SEO methods, PPC ads can deliver faster response, if quality ads are posted.
  33. 33. Costing of PPC Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to your website, you'll want to use CPC bidding. Cost-per-thousand impressions (CPM): Ifyou want to focus on impressions — the number of times your ad shows — and increase awareness of your brand, you'll want to use CPM bidding. Note that CPM bidding is available for Display Network campaigns only. (Like TV Commercial Advt) Cost-per-acquisition (CPA): If you want to focus on conversions — which is when people take a specific action on your website after clicking one of your ads — you'll want to use CPA bidding.
  34. 34. Types of PPC Advertising Search Advertisement Video Advertisement E Commerce Display Banner
  35. 35. Search Advertisement
  36. 36. Display Advertisement
  37. 37. Display Advertisement
  38. 38. Video Advertisement
  39. 39. E Commerce Advertisement
  40. 40. PPC Advertising Ad Group Ad Network Ad Position Ad Rank Campaign Click Through Rate Conversion Rate Geo Targeting Quality Score Split Testing Keyword Planner Google Analytics
  41. 41. Process of PPC Advertising
  42. 42. Social Media Marketing What isSocialMedia Importance of Social Media Marketing Platform for Social Media Marketing Planning of Social media platform
  43. 43. Social Media Marketing Social media marketing is a sound way to gain the website traffic via social channels such as Facebook, Twitter, Pinterest, etc. Content posted on these channels captivates people to go through it, thus advertising yourbusiness. Social media marketing helps you build quality links, thus supporting your SEOefforts
  44. 44. Importance of Social Media Marketing Content on social media reach to infinite people. Huge web traffic. Brings leads and conversions Builds business branding Customer- vendor relationship Communicates fast with large audience.
  45. 45. Platforms for Social Media Marketing
  46. 46. Process for Social Media Marketing Plan Content Blog Link Quantify Result ( Analytics) Track your Competitors Keep Patience
  47. 47. Content Marketing Content marketing refers to the approach of creating and sharing of informative, relevant, valuable, and consistent Content marketing is non-interruptive way of marketing Good content helps customers become more knowledgeable about the product or service and make better buying judgment. Goal of Content Marketing - Brand Awareness - Sale - Customer Retention
  48. 48. Types of Content Marketing News Letter E - Magazine Podcasts Webinars Survey & Opinion Polls Videos Case Studies FAQ Blogs Info graphics Photographs Discussion Forums
  49. 49. E Mail Marketing What isE Mail Marketing Challenges in email marketing Increase E Mail Subscription Best Practices of Emailmarketing Process of EmailMarketing Checking spam ratios Do’s & Don’t of Email Marketing
  50. 50. E Mail Marketing Email Marketing is a conversation between you and current or prospective customers Itis cost effective method to convey your message to highly targeted visitors. Results of E-Mail marketing are quantifiable and measureable. E mail marketing is most effective method to increase web traffic & conversion
  51. 51. Types of E Mail Marketing Transaction E-Mails Newsletters Promotion E-Mails
  52. 52. Setting Up an E-Mail Marketing Campaign Create Database of Customers Create Newsletter Informative Eye Catchy Prepare Schedule for shoot Emails Consistent interval Mention call to action in E mail Test your mail before shoot Analyze your performance
  53. 53. Tracking an E-Mail Marketing Campaign Click Through Rate Bounce Rate E mail Forwarding Rate Conversion Rate Subscribers Growth Rate Overall ROI unsubscribed rate
  54. 54. WEB ANALYTICS Web analytics is used to determine the performance of investments assigned in terms of online advertises, customers, and business profitability Web analytics plays an important role in calculating ROI of your business. Detailed comparison of visitor data, and Affiliate or referral data. Website navigation patterns. The amount of traffic your website received over a specified period of time. Search engine data.
  55. 55. Types of Web Analytics On Site measures the users’ behavior once it isonthe website measurement of your website performance. Off Site measurement and analysis of search Engine data measurement of visibility,comments, potential audience, etc.
  56. 56. Types of Web Analytics Traffic Source Dashboards Engagement Rate Bounce Rate Ratio Count Conversions Content Visitor Flow Event Tracking Consumer Behavior Page Load Time Annotations
  57. 57. Micro and Macro Level Data Insights Micro Level Analysis Itpertains to an individual or a small group of individuals. For example, number of times job application submitted, number of times print this page was clicked, etc. Macro Level Analysis Itisconcerned with the primary business objectives with huge groups of people such as communities, nation, etc. For example, number of conversions in a particular demographic.
  58. 58. Online Reputation Management Reputation management helps you in building brand. You put a lot of efforts in shaping our business Online Reputation management ismonitoring the status of your business on internet by managing the negative content that is destroying the reputation and using customer feedback solutions to give them satisfactoryresults Unresolved customer issue > bad experience for customer > loss of reputation > loss in business revenue.
  59. 59. When You Should Worry About Reputation? Negative Reviews: It may lead to loss in sale. Hate Sites: These sites address businesses with insult and false information. Negative Media Coverage: Bad publicity adversely impacts your brand name.
  60. 60. What Should You Aim for about Reputation? Respect Transparency Know what is in air about you Quick reaction Understanding your critic Learning from your mistakes
  61. 61. How to Manage Online Reputation Improve Tagging & SEO. Press Releases Third party to show your credibility Respond to negative reviews politely Strong Link Juice Publish original posts Post vague articles (Copied ) Satisfy your customers in case oflow reviews Authentic Customers’ Testimonials No Invalid Reviews Transparency Motivate Customer for better review
  62. 62. BLOG & AFFILATE SITES Affiliate Site Affiliates are the extended sales force of your business. Affiliate marketing employs one or more third parties to drive sales to the business. It is performance based marketing where an advertiser pays one or more affiliates when they bring viewers or customers with their own efforts. Pay for Sales Lead or Pay for Product Sale BLOG Blogs being interactive, the others can share their opinions on the blogs. Do’s and Don’ts of Blogs Use simple language. Write clearly. Use relevant images. If you use quotes or extracts written by someone, give them due credit. Do not use bad language. Do not write to hurt people belonging to any ethnicity, race, color, gender, etc. Do not use copyrighted content