A complete summary of Digital Marketing

1. APRIL 2019
DIGITAL MARKETING
A COMPLETE SUMMARY

2. TOPICS TO COVER:
Why Digital Marketing
Evolution of Digital Marketing
Scope of Industries
SEO & SMO
Organic & Inorganic Marketing
Brand SWOT
SOSTAC
Google Tools
Social Media Tools
Inbound Marketing Tools

3. TRADITIONAL MARKETING MEDIA
Radio Ads
Newspaper Ads
Television Ads
Sales Guy
Telephone Call
Hoardings
SMS & Mobile Messaging
Word of Mouth
Pamphlets etc.

4. Digital Marketing allows advertisers to
accurate and exact audience
HITS RIGHT AUDIENCE
Its the only marketing medium where
one can get accurate & exact data
BETTER ANALYTICS
Its more cost effective than running
expensive ads on Newspaper, Radio, TV
COST EFFECTIVE
It reaches out to people instantly once
its planned & well executed.
INSTANT OUTREACH
WHY DIGITAL MARKETING

5. For long time Digital Marketing was
concentrated on Search Engine
TEXTUAL CONTENT
As bandwidth consumption increased
so moved to video i.e. Youtube etc.
AUDIO VISUAL CONTENT
Which greatly evolved and moved from
Google to Facebook to Instagram
VISUAL CONTENT
SNAPCHAT: A temporary content that
takes advantage of the FOMO
EPHEMERAL CONTENT
EVOLUTION OF DIGITAL MARKETING

6. SCOPE OF DIGITAL MARKETING
Food & Beverages
FMCG Fast Moving Consumer Goods
Electronics & Gadgets
Entertainment
Politics
Real Estate
Hospitality
B2B
Automotive
Ecommerce
etc.

7. WHAT IS SEO
SEARCH ENGINE OPTIMIZATION (SEO) IS
THE PROCESS OF AFFECTING THE ONLINE
VISIBILITY OF A WEBSITE OR A WEB PAGE
ON A SEARCH ENGINE (GOOGLE)

8. OFF PAGE
Links or website
that back-link your
website helps in
coming at the top
of the search result
ON PAGE
Meta Tagging, Meta
Description & Meta
Keyword should be
rightly placed on
the website.
TRACKING
Google Analytics is
the tool to track
entry & exit point of
traffic upto how
much time spent
per web page
INDEXING
One can monitor
and check whether
their website is
rightly indexed
using Google
Search Console
SEARCH ENGINE OPTIMIZATION (SEO)

9. GOOGLE ALGORITHM UPDATES
Panda 2011
Penguin 2012
Hummingbird 2013
Pigeon 2014
Mobile 2015
RankBrain 2015
Possum 2016
Fred 2017

10. WHAT IS SMO
SOCIAL MEDIA OPTIMIZATION (SMO) IS THE
PROCESS OF INCREASING THE AWARENESS
OF A PRODUCT, BRAND OR EVENT BY USING
A NUMBER OF SOCIAL MEDIA OUTLETS AND
COMMUNITIES TO GENERATE VIRAL
PUBLICITY.

11. To maintain their corporate image
while conduct hiring related activities
LINKEDIN
To build a community around the
Brand or Product
FACEBOOK
To engage with custonmer on rich
visual content.
INSTAGRAM
To make general press statement & PR
related comments
TWITTER
HOW MOST BRANDS USE SMO (LIFT)

12. SOME OF THE SOCIAL MEDIA SITES
Linkedin
Facebook
Instagram
Pinterest
Medium
Tumblr
Twitter
Snapchat
YouTube
Vimeo
Reddit
Quora

13. Its one of the only app or site which
allows you to schedule post on
Instagram
LATER
Enhances your social media
management with this social media
dashboard
HOOTSUITE
To engage with custonmer on rich
visual content.
BUFFER
Connects all Social Media Platforms &
gives the power to post at one place
IFTTT
SCHEDULING/AUTOMATION TOOLS

14. ORGANIC MARKETING
Its time taxing process but its
an effective way used most
often by Influencers to engage
& maintain loyal followers.
INORGANIC
MARKETING
Mostly used by Brands to use
paid form of marketing using
PPC, PPM & PPA option available
on the desired platform

15. CONTENT PLANNING & CREATION
Plan out a series of content to be created and
posted on the desired social media platform.
CONTENT REMARKETING & PROMO
Promote the content on other social media
platform and at other avenues.
CONSTANT ENGAGEMENT
Continous and constant Engagement with
followers, subscribers etc.
INFLUENCER:
ORGANIC
MARKETING

16. CONTENT PLANNING & CREATION
Plan out a series of content to be created to be
posted on the desired social media platform after
Keyword & Demographic Research.
BUDGET ALLOCATION
Allocate Budget to get the desired reach as per the
estimate given by various inorganic tools - Google,
Facbook, Instagram, Twitter, Linkedin etc.
RUN CAMPAIGN & MONITOR
Run the Campaign & Monitor on a continuous
basis.
BRAND:
INORGANIC
MARKETING

17. PPC
Pay Per Click available
on Google, Facebook,
Twitter, LinkedIn,
Instagram.
PPM
Pay Per Impression
(1000 views) available
on Google, Facebook,
Twitter, LinkedIn,
Instagram.
PPA
Pay Per Action available
mostly on Affiliate
Marketing sites.
THREE TYPES OF INORGANIC MARKETING

18. Brand strength needs to be recognized
at the earliest to understand its USP
STRENGTH
Correlating Strength against Market
one can decifer opportunites that one
can capitalize.
OPPORTUNITIES
Simultaneously one must also
understand the weakness around
which brand is to be promoted.
WEAKNESS
One of the biggest threats could be
competitor with a better edge in their
USP and how to differentiate against it.
THREATS
BRAND SWOT ANALYSIS

19. SOSTAC MARKETING MODEL
SITUATION ANALYSIS
OBJECTIVES
STRATEGY
TACTICS
ACTIONS
CONTROL

20. This tool helps in Website Indexing &
Monitoring the Search Results on
Google as the way you wish to see.
SEARCH CONSOLE
It helps in keeping a track on the traffic
coming on website locating its entry &
exit points.
ANALYTICS
When planning to run a PPC campaign
on Google, one can use this tool to get
the bidding rate of specific keywords
KEYWORD PLANNER
Brands with physical address or to get
reviews against your brand, my busines
helps in keeping a track.
MY BUSINESS
GOOGLE MARKETING TOOLS

21. FB & Instagram share the analytics and
one can run paid campaign on both
the platforms simultaneously.
FB & INSTAGRAM
Twitter has recently jumped into
inorganic marketing and analytics.
TWITTER
Off all the in social media for running
paid ads, Linkedin is by far one of the
most expensive platforms.
LINKEDIN
For Video based Content Marketing
Youtube stands out of all its
competitors.
YOUTUBE
SOCIAL MEDIA TOOLS

22. Its an excellent CRM tool used by most
companies to manage and track client
interactions & lead management
HUBSPOT
Its the biggest king of all CRM tools as
it comprises of multiple options to
handle better lead management.
SALESFORCE
A powerful marketing automation
software of digital marketing to engage
customers and prospects.
MARKETO
An excellent tool to experiment and
differentiate on a single website or
point of contact.
OPTIMIZELY
INBOUND CRM MARKETING TOOLS

23. FACULTY NAME
DEVANSH NEGI
PHONE NUMBER
+91 9762231570
EMAIL ADDRESS
devansh.negi@gmail,com
THANK YOU