PREPARED BY
MEHBOOBBI SAYYED

What is Digital Marketing?
 Digital marketing is the marketing of products or services
using digital technologies on the Internet, through mobile
phone Apps, display advertising, and any other digital
mediums.
 Digital marketing is the process of building and maintaining
customer relationships through online activities to facilitate
the exchange of ideas, products and services that satisfy the
goals of both the parties.

Digital marketing channels
 Digital marketing channels are systems based
on the Internet that can create, accelerate,
and transmit product value from producer to
a consumer terminal, through digital
networks.

Digital marketing channels

1. Search Engine Optimization (SEO)
 Search engine optimization (SEO) -is the process of
increasing the quantity and quality of website traffic by
increasing the visibility of a website or a web page to users of
a web search engine.
 All major search engines such as Google, Yahoo and Bing have such
results, where web pages and other content such as videos or local
listings are shown and ranked based on what the search engine considers
most relevant to users. Payment isn’t involved, as it is with paid search
ads.

Advantages of SEO
 Your website will be found
 Improve your competitive
edge
 Expand your customer base
and target audience
 Cost effective
 Long term standings
 Free traffic
 Targeted traffic
 Higher Sales (ROI)
 Global reach
 All the results can be
measured
 Better conversion (Sales)
 Pull marketing
 Increased visibility
 Your own 24 hour marketing
team and shop front

Disadvantages of SEO
 Often, websites are never “indexed” by the search engines
 After sites are indexed, often they are not indexed for specific
keyword(s)
 Website owners have no idea which search terms would really be
best to drive traffic
 Fresh content is very important, but hard to keep up with
 Its hard work and time consuming
 No one really understands how google works

Basic SEO Strategy
 Keyword research (what keyword are
you going to target?)
 Build a exceptional website (Dsouza &
Co.)
 Make SEO friendly URL’s (anton-is-cool
instead of anton.php?id=xyz)
 Unique and relevant titles on every
page
 Write for users
 Optimize content to include keywords
(use selected keywords once every 100
words)
 Create great unique content (content is
king)
 Use your keywords as anchor text when
linking
 Name images to what they represent
 Build links intelligently (link smartly)
 Create a sitemap (Submit to Google and
Bing webmasters html+XML)
 Include website analytics (google
analytics)

Pay-per-click (PPC)
 Pay-per-click (PPC), also known as cost per click (CPC), is an
internet advertising model used to drive traffic to websites, in
which an advertiser pays a publisher (typically a search engine,
website owner, or a network of websites) when the ad is clicked.
 PPC is a type of sponsored online advertising that is used on a
wide range of websites, including search engines, where the
advertiser only pays if a web user clicks on their ad. Hence the
timtle ‘pay per click’.
 Advertisers place bids on keywords or phrases that they think their
target audience would type in a search field when they are looking
for specific goods or services.

Advantages of PPC
 Very fast
 Get targeted visitors within hours (sometimes minutes)
 Provides a path for search engine optimization
 Can yield highly profitable results
 Great testing platform and can be highly targeted
 Time of day
 Geographic area
 Keywords and phrases
 Content network (Google)
 Immediate feedback
 Easy implementation
 flexible

Disadvantages of PPC
 Missing bulk of the traffic (focusing only on selected keywords)
 No guarantees
 Heavy competition
 Expensive
 Complicated
 Click fraud
 You pay regardless to any sales
 Bidding war
 Traffic stops when you stop paying

Basic PPC Strategy
 Keyword research (what keywords are you going to target?)
 Choose which demographic you are going to target
 Location
 Make an offer they cant refuse in your PPC ad (SEO copywriting)
 You can go mobile
 Be dynamic
 Utilize long tail keywords
 Timing is everything
 Research all the keyword generators
 Review your google quality score

Social media marketing (SMM)
 Social media marketing is the use of social media platforms
and websites to promote a product or service.
 companies make use of platforms such as Facebook,
Twitter, YouTube, and Instagram to reach audiences much wider
than through the use of traditional print/TV/radio advertisements
alone at a fraction of the cost.

SMM tools
- Twitter - Snapchat
- Facebook - Tumblr
- LinkedIn
- Whatsapp
- Instagram
- YouTube

Twitter
 Twitter allows companies to promote their products in short
messages known as tweets limited to 140 characters which appear
on followers' Home timelines.
 Tweets can contain text, Hashtag, photo, video, Animated
GIF, Emoji, or links to the product's website and other social media
profiles, etc.

Facebook
 Facebook pages are far more detailed than Twitter accounts.
 They allow a product to provide videos, photos, longer
descriptions, and testimonials where followers can comment on
the product pages for others to see.
 Facebook can link back to the product's Twitter page, as well as
send out event reminders.
 As of May 2015, 93% of businesses marketers use Facebook to
promote their brand.

LinkedIn
 LinkedIn, a professional business-related networking site, allows
companies to create professional profiles for themselves as well as
their business to network and meet others.
 LinkedIn provides its members the opportunity to generate sales
leads and business partners.
 Members can use "Company Pages" similar to Facebook pages to
create an area that will allow business owners to promote their
products or services and be able to interact with their customers.

Instagram
 The user engagement rate of Instagram is 15 times higher than of
Facebook and 25 times higher than that of Twitter.
 When it comes to brands and businesses, Instagram's goal is to help
companies to reach their respective audiences through captivating
imagery in a rich, visual environment.
 When it comes to brands and businesses, Instagram's goal is to help
companies to reach their respective audiences through captivating
imagery in a rich, visual environment.
 Instagram provides a platform where user and company can
communicate publicly and directly, making itself an ideal platform for
companies to connect with their current and potential customers.

YouTube
 YouTube is another popular avenue; advertisements are done in a
way to suit the target audience.
 The type of language used in the commercials and the ideas used
to promote the product reflect the audience's style and taste
 Also, the ads on this platform are usually in sync with the content
of the video requested, this is another advantage YouTube brings
for advertisers

Advantages of SMM
 Better targeting
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Increased visibility
 Targeted traffic
 Content promotion
 Helps with PR
 Fun way to do business
 Ability to go viral
 Expedites online brand development
 Cost effective (only time and efforts)
 Market research (what are your customers talking about)
 Campaigns has the ability to drive huge amount of traffic.

Disadvantages of SMM
 Wrong strategy can hurt your reputation
 More time consuming than SEO & PPC
 Interaction is needed at each location point
 No short term ROI
 Risk of negative comments
 Negative influence on worker productivity
 Everything is public

Basic SMM Strategy
 Social media technologies (Facebook, linkedin, Instagram etc) consistently
changes all the time and your SMM strategy should never start with the
technology part of it. The POST method is an excellent starting point for any
SMM Campaign.
 The POST method stands for “People, Objectives, Strategy, and Technolog”, and
this method helps to address the burning question of “ should my company
have a social media marketing strategy”?

POST method
 People: do you know who your target audience is? What are their
demographics and interests?
 Objectives: what do you want to accomplish with your social media
marketing campaign?
 Strategy: how will things be different after you launch your social
media marketing campaign?
 Technology: what social media channels are you going to use?

Thank you