Overview of digital marketing

1. Lesson: Digital
Marketing Overview
September 4, 2019

2. Audience
❏ Graduate or Above
❏ Anybody who wants to pursue Digital Marketing as
their career
❏ Marketing Professionals who want to learn an additonal
skill to enhance their portfolio
❏ Business Owner who want to take their product online -
B2B or B2C

3. Contd..
Business Owners can be associated with the following
industries
❏ Retailers or Wholesalers producing Small Scale or
Industrial products
❏ Service Industry like a CA, Doctor, Engineer
❏ Other Industries like Education, Entertainment,
Transport

4. Why is Digital Marketing Important?
❏ Almost every industry or business owner have their
presence on internet or are planning to do so
❏ Consumers have moved from traditonal buying to
online
❏ Online presence is necessary for survival in the near
future
❏ Consumers want to be more informed now before
initiating any purchase
Many factors like these have made business owners to
learn Digital marketing

5. Objective
To impart knowledge of marketing on Digital Media platform which includes
❏ Website Building
❏ SEO - Search Engine Optimisation
❏ SEM - Search Engine Marketing
❏ Off Page Optimisation Techniques
❏ Video Marketing
❏ Email Marketing
❏ Affiliate Marketing etc

6. What Comes under Digital Marketing?

7. ❏ Website simply means our “Identity on internet”
❏ Called as Domain name - www.________.com
❏ Website informs the consumer about our Company Profile & improves
the authenticity & credibility of our company/organisation
❏ It facilitates online targeting of customer
❏ It facilitates online selling
Building a Website

8. How to Build a website
Includes
❏ Purchase of Domain name
❏ Purchase of hosting
❏ Building of website through Wordpress which is an online open source
website creation tool . It does not involve any programming or coding
❏ Working with various plugins in Wordpress which serve different purpose

9. SEO - On Page Optimization
❏ Process of improving the structure, content & organisation of site to
search engines, so that they can index them correctly
❏ It also involves doing promotional activities to boost Search Engine Rank
DETAILED STUDY would include
❏ SERP- Search Engine Result Page
❏ How the Search Engine works
❏ Ranking factors on Google
❏ Role of Keywords in SEO
❏ Google Keyword Planner Tool

10. ❏ SEO Techniques - White Hat, Black Hat & Grey Hat
❏ SEO Audit
❏ Google Panda, Google Penguin
❏ Various tools related to SEO like Google Webmaster &
Google Analytics
❏ Yoast SEO Plugin on Wordpress to help with Keyword
Planning
❏ How to do SEO of a website
Contd...

11. Off Page Optimization
❏ Refers to techniques used to improve the website position on SERP
❏ Promotional techniques other than the website itself
❏ Can be categorised into
❏ Link Building - eg. Blog Submission
❏ Social Media Networking - Eg. Facebbook, Youtube etc
❏ Social Bookmarking - eg. scoop it

12. Off Page Platforms
❏ There are certain social networking platforms which are accessed by
many people & we should have our Business profile on them. Eg
❏ Facebook & Facebook Ads
❏ Twitter & Twitter Ads
❏ Instagram
❏ Pinterest
❏ Linked In
❏ Youtube Marketing
❏ Working on them would also include working with the Image, Audio &
Video tools like Canva, Filmora, Videoscribe, Camtasia, Photoshop,etc
❏ We should also be familiar with the sources of the images, Audio & Video
clips whether it be free or paid

13. SEM - Search Engine Marketing
❏ It is a marketplace where companies pay to have their website ranked
right with the top organic search results based on keywords
❏ Google counts the Clicks on your ads & charges for each click
The detailed study would include
❏ How Budget & Bid amount work
❏ Relation between Advertisers, Publishers & Google & how each entity is
benefitted
❏ How ADS are created
❏ Working of GOOGLE ADS tool - Different types of ads can be prepared
like Display Ads , Shopping Ads etc

14. E-Mail Marketing
❏ Promoting a business by sending emails & newsletters
❏ It is believed that email marketing is #1 channel for growing your
business
The detailed study would include
❏ How to create Mailing List
❏ How to draft a proper professional email
❏ Data Mining
❏ Bulk Mail Service Providers
❏ Domain related E-mails
❏ How Mailchimp works

15. Online Reputation Management
❏ Reputation management helps in building our Brand
❏ Inspite of our 100% efoorts still there are some dissatisfied customers
who can spoil our reputation online
The detailed study will include
❏ How to handle customer complaints or negative feedback
❏ Acquire your Brand
❏ Tools like Topsy, Social Mention

16. Google Adsense
❏ It is an Advertising program wherein a website owner can earn money by
advertising third party products or services on his Website
❏ The Ads are created & paid for by the Advertisers who want to promote
their products
❏ Steps involved
❏ Create A/c
❏ Insert a small code in your Website
After that Google will automatically display ads on the space provided based
on the content of your Website. In return you get paid!

17. Affiliate Marketing
❏ It is an advertising model where a company pays compensation to third
party publishers to generate traffic or leads to the company’s product or
services. The third party publishers are referred to as Affiliates
❏ Affiliates can promote products through their Website, Blog, Social Media
promotion, Youtube Marketing, Emailing etc
❏ Different Affiliate program sites & Adnetwork sites are available. Eg
Amazon, V Commision, Big Rock, etc

18. Content Marketing
❏ Type of marketing that involves creating & sharing valuable information
to stimulate interest in a product or service
❏ Content Marketing is the present & future of marketing
❏ Important to optimize keywords & content
❏ Understand the usage of tools like Quillpad, Google Translator,
Grammerly, Ginger & Spin Bot

19. Other Topics
❏ HTML Overview
❏ Cyber Law
❏ Lead Generation
❏ E-Commerce Marketing
❏ Freelancing Opportunities

20. Thank You!!
E-Digital Marketers
E-Digital Marketers,
F-19/8 1st and 3rd Floor, Sector 8,
Rohini, Delhi 110085
E-mail: enquiry@edigitalmarketers.in
Mobile:+91-9999819779