The presentation covers eleven digital marketing tools important to be visible in online space.

1. TOOLS

2. Search Engine
Optimization
Search Engine
Marketing
Content
Marketing
Video
Marketing
Email
Marketing
Social Media
Marketing
Ephemeral
Marketing
Remarketing
Influencer
Marketing
Online PR
Marketing
Automation

3.  Search Engine Optimization: SEO is a process of getting
traffic from free or natural or organic search results by
optimizing website to rank higher in search engine result
pages
 Search Engine Marketing: SEM is a method to increase
SERP’s through paid advertising or pay per click
 Content Marketing: The creation and promotion of
valuable and relevant free content to drive traffic and
leads. Examples educational articles, infographics, white
papers, e-books, videos, entertainment, webinars, blogs,
and podcasts to answer specific questions of potential
customers

4.  Social Media Marketing (SMM): SMM is using social
media platform to boost brand awareness. In SMM,
content and advertorials are shared through social
media based on information collected by social media
platform about individuals
 Video Marketing: Video marketing is using videos to
promote products and services. According to a report
from HubSpot Research, more than 50% of
consumers want to see videos from brands. Moreover,
conversion rate of video on landing page is over 80%

5.  Email Marketing: Email marketing is use of e-mail to
communicate and promote products and services. It
can be used to reach large audience easily. The types
of emails send in an email marketing campaign
include blog subscription newsletters, welcome email,
follow-up emails, special promotional offers, loyalty
programs etc.
 Ephemeral Marketing: Ephemeral Marketing is
providing well-crafted visual content- image or videos
for a short period of time. The content lasts only for 24
hours. It is designed to take a benefit of fear of
missing out (FOMO) among young audience.

6.  Remarketing: Retargeting is a revolutionary
marketing tool. “It is a personalized form of an online
advertisement based on customers browsing history.
A database is generated when a customer visits any
online retailer. Pixels or cookies based tracking
technologies record navigation done by customers.”
 Influencer Marketing: With advent of ‘follow culture’
in online environment, individuals having social
following become expert within their niche. They are
great influencers as they are seen as authentic.These
influencers on social media are asked to promote
brand by companies for fee or free products

7.  Online PR: Online PR is very much like traditional PR
to increase online presence. E-PR influence people
using creative writing and story-telling in the online
space. Exclusive focus of digital PR is on the number
of followers, readers, and shares. commission or free
products. PR can have media or influencer or
customers themselves. The aim of digital PR is to gain
PR hits or backlinks.

8.  Marketing Automation: Integrating online marketing
tools to present consistent content across all the
channels. Messages are sent automatically according
to the sets of instruction called workflows. It
automatically helps in identifying audience,
implement action as per schedule or customer
behaviour.