This document provides an overview of digital marketing concepts and processes. It defines marketing, the differences between traditional and digital marketing, and describes key digital marketing tactics like search engine optimization, pay-per-click advertising, content marketing, social media optimization, email marketing, and more. It also outlines the typical digital marketing process from increasing visibility and customer engagement to conversion, lead generation, and performance evaluation.

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2. What is Marketing?
Marketing is the process of interesting
potential customers and clients in your products
and/or services.
The key word in this marketing definition is
"process"; marketing involves researching,
promoting, selling, and distributing your
products or services.
There are two ways of Marketing
❖ Traditional marketing.
❖ Digital marketing.

3. ❖ Promote Product, Service or Business
Online through Digital Channels
Laptops, Mobiles, Tabs etc.
❖ Reach out to maximum people
❖ Targeted or client specific Marketing
❖ Versatile(can make changes in the
advertisings)
❖ Immediate Communication
❖ Methods of Digital Marketing is Less
expensive
❖ Promote Product, Service or Business
offline through Banners, Newspapers,
Advertisements on TV & radios,
Pamphlets, Hoardings etc.
❖ Limited Audience
❖ Global Marketing
❖ Non-versatile(cannot be altered after
publishing)
❖ Delayed Communication
❖ Traditional Marketing methods are
expensive.

4. 4 4
Intro to Digital Marketing
“Digital marketing is promoting products or
brands via one or more forms of electronic
media.”
Electronic Media like…..
➢ Personal Computer
➢ Laptop
➢ Mobile
➢ Tabs etc.
Digital Marketing also known as
➢ Internet marketing
➢ online marketing
➢ E-marketing.

5. 5 5
Process of Digital Marketing
Increasing
Visibility
Customer
Engagement
Target Traffic
Conversion
Leads
Retention
Performance
Evaluation

6. Visibility
Getting found in a crowded market is a challenge for many small businesses. By
selecting and implementing a few, focused online marketing activities that deliver
results, you can increase online visibility and be found by your ideal customers.
Remember that marketing is an investment, not an expense, therefore you must
invest wisely to achieve the greatest ROI (Return on Investment).
Customer
Engagement
Customer Engagement are diversified by different perspectives and contexts
of the engagement process. These can be performed by:
• Quality of Content
• Website Designs
• Visual Representation should be attractive
Targeted
Traffic
Targeted traffic is “qualified” or “quality” traffic. What this means is that site
visitors coming through to your website or landing pages from are most likely
actively looking for the products, services and other information that you already
have in your site. This should be the goal of your website and your overall digital
marketing efforts. It could be from any type:
❖ Inbound
❖ Outbound
Concepts of Digital Marketing

7. Conversion
Leads
Conversion Lead is the point at which a recipient of a marketing message
performs a desired action. In other words, conversion is simply getting someone
to respond to your call-to-action. It can be done through:
Customer
Retention
Customer retention refers to the activities and actions companies and organizations
take to reduce the number of customer defections. The goal of customer retention
programs is to help companies retain as many customers as possible, often through
customer loyalty and brand loyalty initiatives.
Performance
Evaluation
• Google Analytics Tools
• Keywords
• Best Conversion Keywords
• Bounce rate
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8. 8

9. Search Engine
A search engine is a web site that collects and organizes content from all over the internet.
Those wishing to locate something would enter a query about what they'd like to find and the
engine provides links to content that matches what they want.

10. HOW WILL YOU

11. Phrase= Prefix + Keywords + Business + Location + Suffix
Phrase

12. Keywords are the most fundamental and
significant element of Search Engine
Optimization. Users use keywords on search
engines when they are looking for something
on the internet. There are three types of
Keywords in Digital Marketing:
❖ Broad (E.g.: Buy Shoes)
❖ Short Tail (E.g.: Buy Men's Shoes)
❖ Long Tail (E.g.: Buy Men's Leather
Shoes)
Keywords
Search
Volume
No of Words in a Phrase
How Keywords Differs?
Broad Short Tail Long Tail

13. Need
of
Keyword
To Promote your Business/Service/Product through Ads.
To Promote Websites/Blogs
To Promote Mobile Applications – Android or IOS

14. DIGITAL
MARKETING
14

15. Search Marketing, is an internet
advertising model used to direct
traffic to websites, in which an
advertiser pays a publisher when the
ad is clicked.
Search Marketing
1

16. Who is
Publisher?

17. Google
AdWords
AdWords operates on a
pay-per-click model, in
which users bid on
keywords and pay for
each click on their
advertisements.
Who gets to appear on the page is
based on and advertiser’s Ad Rank, a
metric calculated by multiplying two
key factors
1. CPC Bid (the highest amount an
advertiser is willing to spend)
2. Quality Score (a value that takes
into account your click-through rate,
relevance, and landing page quality).
Keyword Relevance – Crafting relevant PPC
keyword lists, tight keyword groups, and
proper ad text.
Landing Page Quality – Creating optimized
landing pages with persuasive, relevant
content and a clear call-to-action, tailored to
specific search queries.
Quality Score – Quality Score is Google's
rating of the quality and relevance of your
keywords, landing pages, and PPC
campaigns. Advertisers with better Quality
Scores get more ad clicks at lower costs.
Model
Key Factors
Focus On
Google AdWords is the single most popular PPC advertising system in
the world. The AdWords platform enables businesses to create ads
that appear on Google’s search engine and other Google properties.

18. Business Listings
2
A business listing is an online profile that
contains your business name, address, email,
and other details.
When you search through some keyword only
few details displays on Local Listing or
Business Listing i.e.
• Business Name
• Location
• Contact Number
• Working Hours

19. 3
Search Engine
Optimization(SEO)
The next list that is shown on your Search
Engine Result Page (SERP) will be SEO.
SEO stands for “search engine
optimization.” It is the process of getting
traffic from the “free,” “organic,” “editorial”
or “natural” search results on search
engines.
The factors of SEO can be divided into two
categories, which determine the ranking of
your website together:
1. ON PAGE optimization
2. OFF PAGE Optimization

20. Off Page SEO:
Increasing a page’s rank in
search engines because of
it’s perceived value in a
community. This
perceived value leads to
other sites linking, sharing
or referring to your page.
Off Page SEO is different.
It relies more on
promotion. These include
link building, blogging,
social media, and other
off page SEO techniques
to build awareness.
Control is in the hands of
your community.
On Page
Vs
Off Page
On Page SEO:
Optimizing code
elements that search
engines use to
understand your page.
In On Page SEO, you can
target a search term
through keyword
research, create a page,
and tweak the content
for the best results. You
have complete control
over your optimization
efforts.

21. 4
Content Marketing
Content marketing is a strategic
marketing approach focused on
creating and distributing
valuable, relevant, and consistent
content to attract and retain a
clearly defined audience — and,
ultimately, to drive profitable
customer action.

22. 5
WordPress
WordPress is open source software you
can use to create a beautiful website or
blog. It just may be the easiest and
most flexible blogging and website
content management system (CMS) for
beginners.
WordPress is actually a highly flexible
content management system (CMS)
that enables you to build and manage
your own website using just your web
browser. Best of all, it’s completely
FREE.

23. 6
Social Media
Optimization(SMO)
SMO is the technique to promote your
product, build a brand on various
social channels.
Social Channels includes video sites
like YouTube, Social networking sites
like Facebook, Twitter, Social
bookmarking sites like Stumble Upon,
Reddit and many more.

24. 7
Video Marketing
Video marketing can be
used for everything from
building customer rapport,
to promoting your brand,
services or products.

25. 8
Online Display
Marketing
Display advertising (banner
advertising) is a form of
advertising that conveys a
commercial message visually using
text, logos, animations, videos,
photographs, or other graphics.
Display advertisers frequently
target users with particular traits to
increase the ads’ effect.

26. 9
Mobile
Marketing
Mobile marketing is a multi-
channel, digital marketing
strategy aimed at reaching a
target audience on their
smartphones, tablets, and/or
other mobile devices, via
websites, email, SMS and MMS,
social media, and apps.
Mobile
Marketing
Text (SMS)
promotions
Mobile
Display
Marketing
Mobile
optimized
Sites
Mobile
Apps
Mobile
Coupons
Location
Based
Promotions
Mobile
Payment

27. Shopping
Marketing
10
Google Shopping Ads also
known offer online
marketers and e-retailers an
excellent platform to
showcase their products,
reach out to their audience
and increase their brand’s
visibility.

28. Social Media
Marketing(SMM)
Social media marketing is a long-term
process, where we concentrate on
posting updates, social media
campaigns, social media customer
services, and branding activities.
Even though, many of you might
consider SMO as a part of SMM, but the
fact remains, SMM starts when SMO
ends.
11

29. 12
Google
Analytics
Affiliate marketing is one of
the most popular ways
people make money online. It
is a strategy where an
individual partners with a
business in order to make a
commission by referring
readers or visitors to a
business’s particular product
or service.
Google Analytics is the most
popular tool you can use to
measure those visitors.
To track a website, Google
Analytics uses a small snippet of
JavaScript code. You'll place this
code on every page of your website
and when a user arrives, the code
comes alive and starts to collect
data on how the user engages with
your site.

30. 13
Email Marketing
Basically the use of email to
promote products and/or
services. But a better email
marketing definition is the use of
email to develop relationships
with potential customers and/or
clients.

31. Process of Email Marketing

32. 14
Ecommerce
Marketing
Ecommerce marketing is the process
of driving sales by raising awareness
about an online store's brand and
product offerings.
This is one of best opportunity to
start your business online.

33. 33
15
Lead
Generation
Lead generation describes the
marketing process of stimulating and
capturing interest in a product or
service for the purpose of developing
sales.

34. 16
Conversion Rate
Optimization
Conversion Rate Optimization (CRO)
is a system for increasing the
percentage of visitors to a website that
convert into customers, or more
generally, take any desired action on a
webpage.

35. 17
Blogging
A blog is a website that consists of
entries called posts that appear in
reverse chronological order with the
most recent entry appearing first,
similar in format to a daily journal.
Blogs typically include features such
as comments and links to increase
user interactivity.

36. 18
Google
AdSense
Google AdSense is a program run
by Google that allows publishers in
the Google Network of content sites to
serve automatic text, image, video, or
interactive media advertisements, that
are targeted to site content and
audience.
These advertisements are administered,
sorted, and maintained by Google.
They can generate revenue on either
a per-click or per-impression basis.

37. 37
19
Affiliate
Marketing
Affiliate marketing is one of
the most popular ways
people make money online. It
is a strategy where an
individual partners with a
business in order to make a
commission by referring
readers or visitors to a
business’s particular product
or service.

38. 20
Online Reputation
Management
Online Reputation Management (ORM)
deals with everything about your
company’s brand in the online
community. This community includes
the entire web – search engines,
forums, blogs, news sites, social
networking sites.
How you look online directly impacts
your career. Negative items showing up
online can damage your career
whereas having a positive online
reputation leads to career
opportunities.

39. 21
Freelancing
The Freelance Bidding
module enables you how
to get work from the
freelance market. Whether
you want to get projects
online on the basis of SEO,
content writing, PPC, SMM
you will get all kind of
work.

40. 22
Bidding
Bidding is a process in which
applicants are required to
compete with other
applicants for a job
position that has been
posted by an employer or
organization.

41. Interview
Preparation
Sessions
23 Learn how to tackle interview
Understanding Interview Dynamics
Getting the Most of your Interview Preparation
How to impress interviewer with your decent answers
Making the Right First, Second or Third Impression
Understanding the Dynamics Around the Table
Handling Difficult Interview Questions

42. 42
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Certifications

43. Placed
Students
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Name – Saurabh Thakur
Designation – Digital Marketing & Adwords Exe.
Company – Ninja Infotech
Contact No. - 9779692987
Name – Nitin Sharma
Designation – Digital Marketing & Adwords Exe.
Company – Deftsoft
Contact No. - 7087081025
Name – Vivek Thakur
Designation – PPC Adwords Executive
Company – Pinnacle Pointer co
Contact No. - 8894570950
Name – Ishant
Designation – Content Writer
Company – Bridging Technologies
Contact No. - 9780221345
Name – Ritika Chugh
Designation – Software Engineer
Company – ONE Business Group
Contact No. - 9878462848
Name – Srishti
Designation – Content Writer
Company – SDP Labs
Contact No. - 8557885384
Name – Gagandeep
Designation – SEO Executive
Company –
Contact No. - 9034121484
Name – Jushan
Designation – PPC Executive
Company – Web technologies
Contact No. - 9463656005
Name – Sandeep Kumar
Designation – Team Leader
Company – Digiplex Consultants
Contact No. - 9466221163

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