Different channels used in Digital Marketing

1. - M. K. ValviM. K. Valvi

2. 1. Pay per click fundamentals
• Pay-per-click, also known as cost
advertising model used to drive
advertiser pays a publisher when the
• It is commonly associated with search engines.
decided by a flat rate or by bidding.
fundamentals
cost per click, is an internet
drive traffic to websites, in which an
the ad is clicked.
with search engines. The costs may be
bidding.

3. 2. PPC providers
1. Google Ads
2. Facebook ads
3. Linkedln Ads
4. Yahoo Ads

4. Google AdWords
• It is used by advertisers to publish
• It allows admasters to track success
incurred etc. It displays real time
retention rate, bounce rate etc.
• It allows ad-master to select age,• It allows ad-master to select age,
details of targets along with
etc.
• The published ads are displayed
pages and websites hosting Google
publish ads on Google based platforms.
success of their campaign, costs
time metrics like clickthrough,
age, geographical location and
10
2 , 13
age, geographical location and
size of advei1isements, timing
displayed on Google search engine result
Google AdWords advertisements.

5. Google AdSense
• It is a monetization tool by Google
in exchange of money. It is a popular
• Google AdSense allows publisher to
banners. He can also chose the type
e.g. static ads or videos.
• It provides seamless integration with blogging
and has its own plugin.
• Depending on viewership websites are
tiers. High tier websites get the most
Google for content publishers to host ads
a popular tool for bloggers.
to select size and position of ad
the type of medium
integration with blogging sites like WordPress
are classified into different
most revenue.

6. • Video marketing is a powerful tool for
• Here the product to be marketed
with emotions like adventure, happiness, nationalism.
• For example
Coca Cola aggressively markets its tagline
Video marketing
 Coca Cola aggressively markets its tagline
‘Open a coke, open happiness’.
 Similarly Red Bull sponsors various
brand gets associated with adventure.
powerful tool for Emotional Advertising.
be marketed is shown as being associated
with emotions like adventure, happiness, nationalism.
its taglineits tagline
various sports like Formula 1 so that the
adventure.

7. Video marketing cntd…
Digital marketing has opened new avenues
from mainstream television and film.
It has the following dimensions
1. Pay per view ads- For example video
2. Viral content- Everyone remembers the2. Viral content- Everyone remembers the
jump.
3. Endorsements- Making popular Youtubers
endorse your product.
4. User generated content- Video games
to this.
avenues for video marketing apart
film.
video ads displayed in youtube.
remembers the famous Red Bull balloonremembers the famous Red Bull balloon
Youtubers or Twitch streamers
games like PUBg became popular due

8. Email marketing
• Email marketing has gained notoriety for
scams.
• Further with the success of email filters getting
opened by a target can be a tough job
• However if done correctly email marketing can be extremely• However if done correctly email marketing can be extremely
rewarding.
• Even today the number of email users is
of facebook, twitter and other social media
marketing has gained notoriety for spam and advertising
of email filters getting your mail
tough job.
correctly email marketing can be extremelycorrectly email marketing can be extremely
today the number of email users is more than the userbase
social media combined.

9. Email marketing cntd…
Email marketing has the following aspects
1. Mailing list-
a. Mailing list is considered an ‘acceptable’
targets. Tempting advertising
subscribe to your mail list on
b. The emails can be structured
be customized as per needs of
b. The emails can be structured
be customized as per needs of
conversion of your emails into
2. Using the right words- Suspect words
trigger spam filters
3. Using a good email address- Using custom company email
credibility to ads
aspects
‘acceptable’ means of reaching to
advertising can make a potential user
on visiting your site.
be structured as an interesting story or can
of the target. This can ensure
be structured as an interesting story or can
of the target. This can ensure
into clicks
Suspect words like free money can
Using custom company email gives

10. Mobile marketing
• Mobile marketing is an umbrella term for
mobile devices.
• This includes videos, websites, apps
• Mobile marketing becomes important
view.
1. Website optimization- Websites
device resolutions. All good websites
versions for mobile and computer
2. Data optimization- Phones using
data and download speed. Websites
and must save data. For example
project by Google helps save data,
optimizes resolution.
umbrella term for all content consumed on
apps etc.
important from the optimization point of
Websites must be designed to suit mobile
websites have different website
computer users.
using carrier internet have limits on
Websites must load quickly as possible
example Accelerated Mobile Pages(AMP)
data, makes loading faster and

11. Mobile marketing cntd…
3. In app advertising- This is done
4. Branded apps- Apps developed by companies
offer better performance that websites.
and allow notifications on the users’
5. Proximity advertising- Bluetooth
a packet of information that contains a Universally Uniquea packet of information that contains a Universally Unique
Identifier (UUID).
Beacons connect and transmit information to smart devices
making location-based searching and interaction easier and
more accurate
done through Google AdWords.
developed by companies for their products
websites. Apps are available offline
the users’ devices.
Bluetooth beacons can be used to send
a packet of information that contains a Universally Uniquea packet of information that contains a Universally Unique
Beacons connect and transmit information to smart devices
based searching and interaction easier and