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Introduction
to
Digital
Marketing
Prateek Modi
Introduction
to
Digital
Marketing
Prateek Modi
Namaste.
My name is Prateek and I’m a seasoned
marketer with over 7 years o...
Digital Marketing
The What, Why, How,
and Where
Introduction to Digital Marketing
• What is digital marketing?
• Search Engine Optimization
• Web Analytics
• Pay Per Clic...
What is Digital Marketing?
Digital marketing is marketing that makes use of electronic
devices such as computers, tablets,...
The 7 C’s of Digital Marketing
 Customer
 Content
 Conversation
 Convenience
 Customisation
 Collaboration
 Context...
The 7 C’s - Customer
Even though the format still runs like
clockwork for advertisers, the future of
advertising is not mo...
The 7 C’s - Content
Powerful content tells a powerful story which ignites conversation and spreads
Unlike traditional adve...
The 7 C’s - Conversation
Are you winning
customer love
(loyalty)?
Are you listening and talking to your
customers?
The 7 C’s - Convenience
ATTENTION IS…
a. becoming increasingly
expensive
b. becoming increasingly
difficult to hold
…IS YO...
The 7 C’s of Digital Marketing- Collaboration
The 7 C’s of Digital Marketing- Collaboration
The 7 C’s - Context
Products are just things and have
no innate value. It is only when
they are introduced into a situatio...
Search Engine Optimization
Search engine optimization (SEO) is the
process of improving a website for better visibility
In...
Why is SEO important?
Why SEO Matters?
• SEO is important as it
improves the odds of
someone finding your
company online.
• Online visibility ca...
SEO Scope
• Optimized page ranking within 4 months
• Atleast 20% increase in web traffic
• Qualitative improvement in bran...
SEO Methodology
Keyword
Research: 1
Month
•Large scale
keyword
discovery
•Search
volume and
competition
analysis
•Client
v...
Basics of SEO - Some Strategies
1. Domain name strategies
• Domain names are traffic magnets.
• Choose a domain name that ...
SEO Strategies
3. Keywords
• Important in optimizing rankings.
• Keywords are words that appear the most in a page.
• The ...
Best SEO Strategies/Techniques
5. Meta description tags
• Displayed below the title in search results.
• Use dynamic, prom...
Web Analytics
Web analytics is the
measurement, analysis
and reporting of
internet data to
understand audience
behaviour.
...
Web Analytics
1. Used as a tool for market research, understand
audience behaviour, to assess and improve the
effectivenes...
Web Analytics- Categories
two categories:
Off-site
Web analysis regardless of
whether you maintain a website. It
includes ...
Web Analytics- Example (Offsite)
Google Trends
Web Analytics – Example (On-site)
Pay per click (PPC) Marketing
Pay Per Click - an Internet advertising model used to direct traffic to websites, where
adve...
Search Marketing
• Keyword/competitor research
• Keyword selection
• Ad copies selection
• Landing page creations
• Hostin...
What are Paid Listings?
These are listings that search engines sell to advertisers, usually
through paid placement or paid...
Benefits Of SEM
It enables
Potential
clients are
connected
directly with
business.
potential
customers to
access online
bu...
SEM (PPC)
Setting up the campaign
•Deep keyword
research for
thousands of
words
•Competitor
analysis
•Ad copy design
•Ad g...
Digital Display Advertising (Banner Ads)
Online Display advertising appears on web
pages in many forms, including web
bann...
Let’s talk about
Social Media
• A platform to build social networks/ social
relations among people who share similar
interests, activities, backgrounds ...
Why Social Media Marketing?
• It is a new buzz in the world, across individuals and corporate.
• Measurable You can keep t...
One message on social media…
…has the potential to reach millions
Social Media Marketing
Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.
• Media buying
• C...
Understanding the Landscape of Digital Media
Social Media Marketing- Facebook Rules
• More than 50% of active users log in to Facebook in any given day.
• Facebook has...
Social Media Marketing- Quick Tips
Update the status daily with
• The current news of industry trends/current affairs
• Vi...
Social Media Marketing- Quick Tips
Poll Questions:
Ask questions on regular basis and also award them with the gifts.
E.g....
Create
Awesome
Content
Social Media Marketing – Content Examples
Social Media Marketing- Quick Tips
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro
How to Produce Good Content
(its all about content, content content)
• Keep your customer in mind
• Entertain, Educate, Su...
Email Marketing
Email marketing is directly marketing a commercial message to a group of
people using email.
It usually in...
Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more a...
Affiliate Marketing – An example
Online PR
Online PR- involves activities
geared towards influencing
media and audiences that
exist solely on the Internet....
Online Video Marketing
Online Video Marketing- Making videos and posting them online is
fairly inexpensive.
• Videos were ...
Online Video Marketing –
An Example that shows the Power
In the first four days, the video had
four million views, swellin...
Mobile Marketing
Mobile marketing - marketing on or with a mobile device such as
a cell phone, enabling the distribution o...
What’s Mobile Marketing?
Talk + Text + Web + Media + Apps
= Mobile Devices
Why is Mobile Marketing important?
Why is Mobile Marketing important?
Mobile Marketing - Example
Imagine you walk into a mall on a Saturday evening. Instead of walking through 5 floors, you
ge...
9 Steps to developing your own digital
marketing strategy
1. It all begins with the customer, listen!
2. But don’t forget ...
Do you want more traffic, leads or sales?
Facebook.com/prateekmodifyed
Twitter.com/modifyed
Thank you!
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
The Basics of Digital Marketing - Learn online marketing today!
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The Basics of Digital Marketing - Learn online marketing today!

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This presentation will enlighten you on the basics of digital and online marketing including seo, social media, content marketing, affiliate marketing, mobile marketing and much more. It's a fairly broad overview of the digital and social media marketing landscape today.

Do you want to increase traffic and sales to your website or company? Get in touch with me or visit my website at http://www.modifyed.in

Published in: Marketing
  • Digital marketing is any form of marketing products or services, which involves electronic devices. The digital landscape of today often either scares off marketing professionals who feel they aren't high-tech enough to implement a successful online strategy. The best way of marketing online is to do it through explainer videoAn explainer video grabs the viewer’s attention with one to two minutes of content explaining a product, business or idea. It answers basic questions, rather than requiring your audience to read text content on your website. sollylabs.com
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The Basics of Digital Marketing - Learn online marketing today!

  1. 1. Introduction to Digital Marketing Prateek Modi
  2. 2. Introduction to Digital Marketing Prateek Modi Namaste. My name is Prateek and I’m a seasoned marketer with over 7 years of experience in digital. I work with startups and large companies to develop intelligent and effective online campaigns. I also work as a digital marketing trainer to help people understand this field. I hope you enjoy this presentation. Feel free to contact me with questions/suggestions.
  3. 3. Digital Marketing The What, Why, How, and Where
  4. 4. Introduction to Digital Marketing • What is digital marketing? • Search Engine Optimization • Web Analytics • Pay Per Click Marketing • Email Marketing • Social Media Marketing • Affiliate Marketing • Digital Display Marketing • Mobile Marketing • On-line Video Marketing and On-line PR Through the lens of: • The Marketing Tools • The Web • The Mobile Space • The Social Grid • Advertising
  5. 5. What is Digital Marketing? Digital marketing is marketing that makes use of electronic devices such as computers, tablets, mobile phones, digital billboards, and game consoles to engage with consumers and other stakeholders to promote your products, services and brands. Internet Marketing is a major component of digital marketing. In Plain English – Getting found online.
  6. 6. The 7 C’s of Digital Marketing  Customer  Content  Conversation  Convenience  Customisation  Collaboration  Context  Convergence
  7. 7. The 7 C’s - Customer Even though the format still runs like clockwork for advertisers, the future of advertising is not more display advertising, it is utilizing the mechanics and dynamics of the online conversation in order to create buzz, attention and interest in arenas where we are not interrupting conversations, but contagiously igniting them Content : “Great, creative storytelling
  8. 8. The 7 C’s - Content Powerful content tells a powerful story which ignites conversation and spreads Unlike traditional advertising which “interrupts”, digital marketing works best when you take “permission”
  9. 9. The 7 C’s - Conversation Are you winning customer love (loyalty)? Are you listening and talking to your customers?
  10. 10. The 7 C’s - Convenience ATTENTION IS… a. becoming increasingly expensive b. becoming increasingly difficult to hold …IS YOUR MARKETING MAKING PEOPLE’S LIVES EASIER? 1. Advise 2. Easily buy 3. Exclusive Offers 4. Customer service
  11. 11. The 7 C’s of Digital Marketing- Collaboration
  12. 12. The 7 C’s of Digital Marketing- Collaboration
  13. 13. The 7 C’s - Context Products are just things and have no innate value. It is only when they are introduced into a situation (or context) of importance to the customer that they become valuable. It is the context surrounding the product that is important, and it’s in these situations that companies are real experts at adding great value.
  14. 14. Search Engine Optimization Search engine optimization (SEO) is the process of improving a website for better visibility In a search engine’s search results. Higher ranks = More visitors SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
  15. 15. Why is SEO important?
  16. 16. Why SEO Matters? • SEO is important as it improves the odds of someone finding your company online. • Online visibility can help your credibility and brand awareness. • Next to Email, Search is the most popular online activity.
  17. 17. SEO Scope • Optimized page ranking within 4 months • Atleast 20% increase in web traffic • Qualitative improvement in brand presence • Awareness Creation • Brand Recall
  18. 18. SEO Methodology Keyword Research: 1 Month •Large scale keyword discovery •Search volume and competition analysis •Client validation & confirmation •Final keyword selection On Page Optimization: 1 month •Meta Tags Implementation •Accessibility by web crawler •Page Title Assigning •Code Optimization •Content Optimization •Remove duplication of site content if any •Image & Video Optimization •Improvement in website navigation Off Page Optimization:4 months •Directory Submission (alternate days) •Link Building (daily) •Social Bookmarking(alternate days) •Classified Ads Posting(alternate days) •Blog Posting (weekly) •Article Posting (weekly) • Forum & Social Network Posting (daily) •Reviews & Search Engine Analysis (1 Month)
  19. 19. Basics of SEO - Some Strategies 1. Domain name strategies • Domain names are traffic magnets. • Choose a domain name that will increase your search engine ranking. How? • Simple, short, no hyphens, no numbers. • Use keywords, common words, advertising terms, product names. • Choose a keyword that is important for your business. 2. Linking strategies The more inbound links the higher the SE ranking quality of inbound links is critical How to increase links: • Good content • Good outbound links • Target a list of sites from to request inbound links . Links for the sake of links can damage search rankings
  20. 20. SEO Strategies 3. Keywords • Important in optimizing rankings. • Keywords are words that appear the most in a page. • The spider chooses the appropriate keywords for each page, then sends them back to its SE . • Your web site will then be indexed based on your keywords . • Can be key phrases or a single keyword. Like: education centre, best language centre in Delhi, sales training centre 4. Title tags • The first thing that a search engine displays on a search return. • Must keywords in title to be ranked no. 1. • Should have the exact keyword you use for the page. • Every single web page must have its own title tag.
  21. 21. Best SEO Strategies/Techniques 5. Meta description tags • Displayed below the title in search results. • Use dynamic, promotional language. • Use keywords 6. Alt tags We include keywords in your alt tags
  22. 22. Web Analytics Web analytics is the measurement, analysis and reporting of internet data to understand audience behaviour. Google Analytics is the most widely used on- site web analytics service; although new tools are emerging that provide additional layers of information, including heat maps and session replay.
  23. 23. Web Analytics 1. Used as a tool for market research, understand audience behaviour, to assess and improve the effectiveness of a web site. 4. Measure results of traditional print or broadcast advertising campaigns. 2. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. 3. Improve marketing by gauging traffic and popularity of trends
  24. 24. Web Analytics- Categories two categories: Off-site Web analysis regardless of whether you maintain a website. It includes the measurement of potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole. On-site Measure data/behavior on your website. This includes its drivers and conversions; for example, which pages landing pages are getting most visitors or conversions. This data is typically compared against key performance indicators and used to improve the overall digital marketing campaign
  25. 25. Web Analytics- Example (Offsite) Google Trends
  26. 26. Web Analytics – Example (On-site)
  27. 27. Pay per click (PPC) Marketing Pay Per Click - an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked. • With search engines, advertisers typically bid on keyword phrases relevant to their target market. • PPC "display" advertisements, also known as "banner" ads, are shown on web sites or search engine results with related content that have agreed to show ads.
  28. 28. Search Marketing • Keyword/competitor research • Keyword selection • Ad copies selection • Landing page creations • Hosting the landing page • Ad group creation and getting the campaign live. • Managing and optimizing the campaign. • Replacement of certain keywords, ad copies and landing page to optimize the campaign and achieve better results.
  29. 29. What are Paid Listings? These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold. Paid inclusions - Advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment. - No guaranteed ranking - Payment made on a Cost Per Click (CPC) basis . Paid placements - Advertising programs where listings are guaranteed to appear in organic listings. - The higher the fee, the higher the ranking. E.g. sponsored links and Google’s Adwords
  30. 30. Benefits Of SEM It enables Potential clients are connected directly with business. potential customers to access online business whenever they want. It is the most cost-effective marketing strategy. Enhances chances for growing businesses to get ahead of the competition.
  31. 31. SEM (PPC) Setting up the campaign •Deep keyword research for thousands of words •Competitor analysis •Ad copy design •Ad group creation •Landing page design •Landing page HTMLization Campaign setup •Uploading keywords and ad copies •Uploading landing page •Tracking code insertion on landing page •Bidding the appropriate price for the keywords Daily analysis of campaign •Bid price • •Click rate •Impressions • •Conversions •Bounce Rate • • Campaign optimization Checking appropriate bidding Enhance keyword selection by removing non -performing keywords and selecting performing/high traffic keywords. Making appropriate changes on the landing page if required. Make suitable changes to ad- copies if required.
  32. 32. Digital Display Advertising (Banner Ads) Online Display advertising appears on web pages in many forms, including web banners, leader boards, skyscrapers, large boxes, and other sized graphical ads. Display ads use eye-catching visuals to quickly grab catch the attention of website visitors browsing the pages on which they are featured. Display ads are sold on non-search website and can be served either by individual websites, or a publisher’s own ad servers. Basis banner ads: I. II. Cost per mili (CPM) Cost per click (CPC) Samples of typical banner ads
  33. 33. Let’s talk about Social Media
  34. 34. • A platform to build social networks/ social relations among people who share similar interests, activities, backgrounds or real- life connections. • Dedicated application that enables users to communicate with each other by posting information, comments, messages, images, etc What is a social networking website?
  35. 35. Why Social Media Marketing? • It is a new buzz in the world, across individuals and corporate. • Measurable You can keep track of number of followers, fans, users and members who are part of the group. • Cost effective medium • Get instant results • More accessibility • Brands and individuals can interact with their clients or customers directly.
  36. 36. One message on social media…
  37. 37. …has the potential to reach millions
  38. 38. Social Media Marketing Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube. • Media buying • Creating pages and accounts • Program updates & news feeds • Articles • Blogs • Press releases • Feedback responses • Weblink to enquiries and registrations i) May I help you/ contact us
  39. 39. Understanding the Landscape of Digital Media
  40. 40. Social Media Marketing- Facebook Rules • More than 50% of active users log in to Facebook in any given day. • Facebook has 45 million users in India. • Average user has 130 friends. • More than 900 million objects that people interact with (pages, groups, events and community pages). • The average time spent 3 hrs per month • More than 350 million active users currently access FB through their mobile devices. • Is on road to become the next Google, is transforming to a Social Media based Search Engine.
  41. 41. Social Media Marketing- Quick Tips Update the status daily with • The current news of industry trends/current affairs • Views of professionals • Management tips, sales tips • Guidelines for facing interviews, group discussions E.g.:Seven Tips for Management Success How Air India Improved its market share Which will help to get daily attention and increase the number of likes and visitors. Helpdesk: Working as a helpdesk for the visitors by replying them immediately and answering their queries. E.g.: Thanks for reaching us, how can we help you today?
  42. 42. Social Media Marketing- Quick Tips Poll Questions: Ask questions on regular basis and also award them with the gifts. E.g.: Make sure your you comment on today’s blog post to win two free tickets! This will increase the number of participants and likes rapidly Link Posting: We will post variety of links on continuous basis related to • Effect of training • latest happenings in the Corporate sector • management experts views • biography of young achievers and so on E.g.: The most amazing success story, how can you improve your English speaking. / http://www.businessblog360.com/2008/06/05/sameer-gehlaut-youngest-self-made- billionaire-of-india
  43. 43. Create Awesome Content
  44. 44. Social Media Marketing – Content Examples
  45. 45. Social Media Marketing- Quick Tips
  46. 46. How to Get Ahead Open Invite Listen Ask Respond Share Question the Macro Observe the Micro
  47. 47. How to Produce Good Content (its all about content, content content) • Keep your customer in mind • Entertain, Educate, Surprise, Inform, Elaborate • Be consistent • Use a content calender • Not all ideas are good. Create a massive list • Work on outlines and titles first • Piggy-back when possible
  48. 48. Email Marketing Email marketing is directly marketing a commercial message to a group of people using email. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either cold lists or current customer database. Steps involved in Email Marketing are: • Emailer design • Emailer HTMLization • Database collection • Database filtering based on demographics • Domain verification • Emailer upload • Text Emailer • Database upload • Bulk Emailers blast
  49. 49. Affiliate Marketing Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. The industry has four core players: the merchant ('retailer' or 'brand'), the network, the publisher (also known as 'the affiliate'), and the customer.
  50. 50. Affiliate Marketing – An example
  51. 51. Online PR Online PR- involves activities geared towards influencing media and audiences that exist solely on the Internet. • Includes search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. • Focus area- Brand reputation monitoring and management.
  52. 52. Online Video Marketing Online Video Marketing- Making videos and posting them online is fairly inexpensive. • Videos were 50 times more likely to receive an organic first page ranking than traditional text pages. • Online videos stay online forever. • Money is spend to record a video once but it could still be getting views a year later. • Social media sites and videos go hand in hand and most sites encourage video posting and sharing.
  53. 53. Online Video Marketing – An Example that shows the Power In the first four days, the video had four million views, swelling to 19 million in three weeks. On Facebook 6.5 million users have shared it, while 40 radio stations have played it across the world. At last count in February-end, the video had registered over 46.5 millions views on YouTube Downloaded by two million people on their mobiles. Why this Kolaveri Di
  54. 54. Mobile Marketing Mobile marketing - marketing on or with a mobile device such as a cell phone, enabling the distribution of any promotional/ advertising messages to customers.
  55. 55. What’s Mobile Marketing? Talk + Text + Web + Media + Apps = Mobile Devices
  56. 56. Why is Mobile Marketing important?
  57. 57. Why is Mobile Marketing important?
  58. 58. Mobile Marketing - Example Imagine you walk into a mall on a Saturday evening. Instead of walking through 5 floors, you get notified on your mobile about the best offers going on in your favorite stores. Imagine not having to hunt around for an empty restaurant – you get notified of waiting times! Imagine not having to hunt through thousands of products – you get suggestions on great products based on your purchase history. 1. Spread across 250 store locations 2. 73% of the signups made a purchase 3. Helped Kiehls understand product popularity affordably
  59. 59. 9 Steps to developing your own digital marketing strategy 1. It all begins with the customer, listen! 2. But don’t forget about your objectives 3. Make sure you know what you’re already doing 4. Play to your strengths and manage your weaknesses 5. Find out what your competition is doing 6. Craft a strategy based on your strengths and capabilities 7. Implement at the speed of light 8. Measure everything in real time 9. Continuously review, adjust and improve the customer experience
  60. 60. Do you want more traffic, leads or sales? Facebook.com/prateekmodifyed Twitter.com/modifyed Thank you!

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