what is digital marketing? What are it's types? Benefits of it. What does it consists of. About seo, sem, smo, smm, orm, content writing and e-mail marketing.
2. KEYPOINTS
• WHAT IS DIGITAL MARKETING
• BENEFITS OF DIGITAL MARKETING
• WHAT DOES DIGITAL MARKETING CONSIST OF?
• SEO
• SEM
• SMO
• SMM
• ORM
• E-MAIL MARKETING
• CONTENT WRITING
3. WHAT IS DIGITAL MARKETING
➢ ANY MARKETING THAT USES ELECTRONIC DEVICES AND CAN BE
USED BY MARKETING SPECIALISTS TO CONVEY PROMOTIONAL
MESSAGING AND MEASURE ITS IMPACT THROUGH YOUR
CUSTOMER JOURNEY. IN PRACTICE, DIGITAL MARKETING
TYPICALLY REFERS TO MARKETING CAMPAIGNS THAT APPEAR ON
A COMPUTER, PHONE, TABLET, OR OTHER DEVICE. IT CAN TAKE
MANY FORMS, INCLUDING ONLINE VIDEO, DISPLAY ADS, SEARCH
ENGINE MARKETING, PAID SOCIAL ADS AND SOCIAL MEDIA
POSTS. DIGITAL MARKETING IS OFTEN COMPARED TO
“TRADITIONAL MARKETING” SUCH AS MAGAZINE ADS,
BILLBOARDS, AND DIRECT MAIL. ODDLY, TELEVISION IS USUALLY
LUMPED IN WITH TRADITIONAL MARKETING.
7. WHAT IS SEO (SEARCH ENGINE OPTIMIZATION) ?
• SEO MEANS SEARCH ENGINE OPTIMIZATION AND IS THE PROCESS USED TO OPTIMIZE A
WEBSITE'S TECHNICAL CONFIGURATION, CONTENT RELEVANCE AND LINK POPULARITY SO ITS
PAGES CAN BECOME EASILY FINDABLE, MORE RELEVANT AND POPULAR TOWARDS USER SEARCH
QUERIES, AND AS A CONSEQUENCE, SEARCH ENGINES RANK THEM BETTER.
• SEARCH ENGINES RECOMMEND SEO EFFORTS THAT BENEFIT BOTH THE USER SEARCH
EXPERIENCE AND PAGE’S RANKING, BY FEATURING CONTENT THAT FULFILLS USER SEARCH
NEEDS.
8. ROLE OF SEO
• THE GOAL OF SEO IS TO RAISE YOUR RANKING IN ORGANIC SEARCH RESULTS. THERE ARE
DIFFERENT PRACTICES FOR OPTIMIZING ADWORDS, SHOPPING, AND LOCAL RESULTS.
• WHILE IT MAY APPEAR THAT SO MANY COMPETING ELEMENTS TAKING UP REAL ESTATE ON
SERPS PUSH THE ORGANIC LISTINGS DOWN, SEO CAN STILL BE A VERY POWERFUL, LUCRATIVE
EFFORT.
• CONSIDERING THAT GOOGLE PROCESSES BILLIONS OF SEARCH QUERIES DAILY, ORGANIC SEARCH
RESULTS ARE A VERY LARGE SLICE OF A VERY LARGE PIE. AND WHILE THERE IS SOME UP-FRONT
AND ONGOING INVESTMENT REQUIRED TO SECURE AND MAINTAIN ORGANIC RANKINGS, EVERY
CLICK THAT SENDS TRAFFIC TO YOUR WEBSITE IS COMPLETELY FREE.
9. WHAT IS SEM (SEARCH ENGINE MARKETING) ?
• SEARCH ENGINE MARKETING (SEM) IS A DIGITAL MARKETING STRATEGY USED TO INCREASE THE
VISIBILITY OF A WEBSITE IN SEARCH ENGINE RESULTS PAGES (SERPS).
• WHILE THE INDUSTRY TERM ONCE REFERRED TO BOTH ORGANIC SEARCH ACTIVITIES SUCH
AS SEARCH ENGINE OPTIMIZATION (SEO) AND PAID, IT NOW REFERS ALMOST EXCLUSIVELY TO
PAID SEARCH ADVERTISING.
• SEARCH ENGINE MARKETING IS ALSO ALTERNATELY REFERRED TO AS PAID SEARCH OR PAY PER
CLICK (PPC).
10. IMPORTANCE OF SEM
• IN SEARCH ENGINE MARKETING, ADVERTISERS ONLY PAY FOR IMPRESSIONS THAT RESULT IN VISITORS, MAKING IT
AN EFFICIENT WAY FOR A COMPANY TO SPEND ITS MARKETING DOLLARS. AS AN ADDED BONUS, EACH VISITOR
INCREMENTALLY IMPROVES THE WEBSITE’S RANKINGS IN ORGANIC SEARCH RESULTS.
• SINCE CONSUMERS ENTER SEARCH QUERIES WITH THE INTENT OF FINDING INFORMATION OF A COMMERCIAL
NATURE, THEY ARE IN AN EXCELLENT STATE OF MIND TO MAKE A PURCHASE, COMPARED TO OTHER SITES SUCH
AS SOCIAL MEDIA WHERE USERS ARE NOT EXPLICITLY SEARCHING FOR SOMETHING.
• SEARCH MARKETING REACHES CONSUMERS AT EXACTLY THE RIGHT TIME: WHEN THEY ARE OPEN TO NEW
INFORMATION. UNLIKE THE MAJORITY OF DIGITAL ADVERTISING, PPC ADVERTISING IS NON-INTRUSIVE AND
DOES NOT INTERRUPT THEIR TASKS.
• RESULTS ARE IMMEDIATE WITH SEM. IT IS ARGUABLY THE FASTEST WAY TO DRIVE TRAFFIC TO A WEBSITE.
11. WHAT IS SMO (SOCIAL MEDIA OPTIMIZATION) ?
• SOCIAL MEDIA OPTIMIZATION (SMO) IS THE USE OF SOCIAL MEDIA NETWORKS TO MANAGE
AND GROW AN ORGANIZATION’S MESSAGE AND ONLINE PRESENCE. AS A DIGITAL MARKETING
STRATEGY, SOCIAL MEDIA OPTIMIZATION CAN BE USED TO INCREASE AWARENESS OF NEW
PRODUCTS AND SERVICES, CONNECT WITH CUSTOMERS, AND MITIGATE POTENTIAL DAMAGING
NEWS.
• IT CAN INCREASE AWARENESS OF NEW PRODUCTS AND SERVICES AND ALLOW ORGANIZATIONS
TO CONNECT WITH CUSTOMERS.
• POPULAR SOCIAL MEDIA PLATFORMS SUCH AS FACEBOOK, TWITTER, INSTAGRAM, YOUTUBE,
SNAPCHAT, TIKTOK, AND PINTEREST CAN BE USED FOR DIGITAL MARKETING.
13. WHAT IS SMM (SOCIAL MEDIA MARKETING) ?
• SOCIAL MEDIA MARKETING (SMM) IS A FORM OF INTERNET MARKETING THAT USES SOCIAL
MEDIA APPS AS A MARKETING TOOL.
• THESE SOCIAL MEDIA PLATFORMS ENABLE BRANDS TO CONNECT WITH THEIR AUDIENCE TO:
• BUILD A BRAND;
• INCREASE SALES;
• DRIVE TRAFFIC TO A WEBSITE; AND
• BUILD A COMMUNITY OF FOLLOWERS TO SHARE AND ENGAGE WITH CONTENT.
• PRODUCING RELEVANT CONTENT THAT USERS WILL SHARE WITH THEIR OWN NETWORKS
HELPS BRANDS INCREASE THEIR EXPOSURE. IT ALSO EXTENDS THEIR REACH TOWARD
FANS, POTENTIAL CUSTOMERS AND EVEN POTENTIAL EMPLOYEES WHEN USED AS A
RECRUITMENT TOOL.
15. WHAT IS ORM (ONLINE REPUTATION MANAGEMENT)?
• IT STANDS FOR ONLINE REPUTATION MANAGEMENT, WHICH WILL BE DISCUSSED IN
THOROUGH DETAIL SHORTLY. BUT BEFORE WE DEEP DIVE INTO THIS CONCEPT, LET’S FIRST
DEFINE THE DIFFERENCE BETWEEN REPUTATION MONITORING AND REPUTATION
MANAGEMENT AND HOW THE TWO RELATE TO EACH OTHER. THESE TWO TERMS ARE OFTEN
USED INTERCHANGEABLY EVEN THOUGH THEY HAVE VERY DIFFERENT MEANINGS.
• ONLINE REPUTATION MONITORING IS THE ACT OF LISTENING TO ONLINE CONVERSATIONS. IT
INVOLVES USING PROGRAMS AND SETTING UP ALERTS TO STAY AWARE OF WHEN YOUR
COMPANY, BRAND, SLOGAN, PRODUCT/SERVICE OR COMPANY SPOKESPERSON ARE
MENTIONED ONLINE. REPUTATION MONITORING IS IMPORTANT BECAUSE CUSTOMERS ARE
BECOMING MORE VOCAL ABOUT THEIR QUESTIONS, COMMENTS AND DISSATISFACTION
WITH PRODUCTS AND SERVICES, AND SOCIAL MEDIA GIVES THEM A CHANNEL TO SHARE
THEIR OPINIONS WITH THE WORLD.
17. WHAT IS E-MAIL MARKETING?
• THE USE OF EMAIL WITHIN YOUR MARKETING EFFORTS TO PROMOTE A BUSINESS’S
PRODUCTS AND SERVICES, AS WELL AS INCENTIVIZE CUSTOMER LOYALTY. EMAIL
MARKETING IS A FORM OF MARKETING THAT CAN MAKE THE CUSTOMERS ON YOUR EMAIL
LIST AWARE OF NEW PRODUCTS, DISCOUNTS, AND OTHER SERVICES. IT CAN ALSO BE A
SOFTER SELL TO EDUCATE YOUR AUDIENCE ON THE VALUE OF YOUR BRAND OR KEEP THEM
ENGAGED BETWEEN PURCHASES. IT CAN ALSO BE ANYTHING IN BETWEEN. MAILCHIMP CAN
HELP YOU DESIGN, BUILD, AND OPTIMIZE YOUR EMAIL MARKETING TO GET THE BEST ROI IN
YOUR MARKETING PROGRAM.
• IT CAN HELP MAKE YOUR CUSTOMERS AWARE OF YOUR LATEST ITEMS OR OFFERS BY
INTEGRATING IT INTO YOUR MARKETING AUTOMATION EFFORTS. IT CAN ALSO PLAY A
PIVOTAL ROLE IN YOUR MARKETING STRATEGY WITH LEAD GENERATION, BRAND
AWARENESS, BUILDING RELATIONSHIPS OR KEEPING CUSTOMERS ENGAGED BETWEEN
PURCHASES THROUGH DIFFERENT TYPES OF MARKETING EMAILS.
19. WHAT IS CONTENT WRITING?
• CONTENT WRITING IS THE PROCESS OF WRITING, EDITING, AND PUBLISHING CONTENT IN A
DIGITAL FORMAT.
• THAT CONTENT CAN INCLUDE BLOG POSTS, VIDEO OR PODCAST SCRIPTS, EBOOKS OR
WHITEPAPERS, PRESS RELEASES, PRODUCT CATEGORY DESCRIPTIONS, LANDING PAGE OR
SOCIAL MEDIA COPY AND MORE.
• CONTENT WRITING HAS BEEN A MEDIUM OF COMMUNICATION EVER SINCE PEOPLE LEARNED TO
WRITE AND PRESENT. IT WAS THE MAJOR FORM OF CONVEYING ANY KIND OF INFORMATION TO
THE AUDIENCE BEFORE EVEN THE INTERNET.
• WRITING IS THE ART OR SKILL OF EXPRESSION OF IDEAS AND THOUGHTS IN WORDS. NOW WHEN
WE TALK ABOUT CONTENT WRITING, USUALLY THE FOCUS IS MORE ON THE TERM “CONTENT”.
