Digital marketing involves using digital technologies like websites, mobile apps, and social media to market products and services. It consists of SEO, PPC, SMM, and content writing. SEO improves a site's visibility through optimization, PPC allows targeting through paid search ads, SMM uses social platforms to build brands and engage audiences, and content writing provides relevant materials for websites. The document discusses the benefits, tools, and disadvantages of these digital marketing tactics.

1. DIGITAL MARKETING
KEY POINTS
• WHAT IS DIGITAL MARKETING
• BENEFITS OF DIGITAL MARKETING
• WHAT DOES DIGITAL MARKETING CONSIST OF
• SEO
• PPC
• SMM
• CONTENT WRITING
• CONCLUSION

3. DEFINITION
Digital Marketing is an umbrella term for the
marketing of products or services using digital
technologies, mainly on the internet, but also
including mobile phones , display advertising ,
and any other digital medium.

4. BENEFITS OF DIGITAL
MARKETING

5. OBJECTIVE
Reach the right audience
Engage with your audience
Motivate your audience to take your
action
Maximize return on investment (ROI)

7. DIGITAL MARKETING TOOLS
 Semrush
 Ahrefs
 Mozpro
 Majestic
 Screaming Frog SEO Spider

8. DIGITAL MARKETING CONSIST OF

10. WHAT IS SEO
SEO means Search Engine Optimization and is the process used to
optimize a website's technical configuration, content relevance and
link popularity so its pages can become easily findable, more relevant
and popular towards user search queries, and as a consequence,
search engines rank them better.
Search engine optimization (SEO) is the practice of orienting your
website to rank higher on a search engine results page (SERP) so
that you receive more traffic. The aim is typically to rank on the first
page of Google results for search terms that mean the most to your
target audience.

12. ADVANTAGES OF SEO
You will increase the visibility of your brand :- With SEO
practices you will build a community that tomorrow will give you
‘free publicity’ by sharing everything you do with your
acquaintances.
You will become a market leader :- The better positions you
occupy in the Google results page, the closer you will be to
dominating the market through the Internet.
You will close more sales :- If you are a reference in your area , it
is much more likely that you will make a sale , since you have the
trust and support of an entire industry.

13. DISADVANTAGES OF SEO
SEO is not profitable at the beginning :- At first you will invest a
lot of money and you will not see the return. That is, you will make
an effort without receiving greater gain. Also keep in mind that visits
are not sales: not all the people who come to your website will buy
from you.
SEO requires more investment than other areas of marketing
(at the beginning) :- One of the downsides of SEO is that it is a
lesser known area of ​​marketing than social media or advertising
.Being a subject in which most agencies do not specialize, SEO
services tend to have high costs at the first change.

14. Black hat practices will make Google penalize you :- There are
certain aggressive SEO practices that manipulate the search engine
to benefit from great results in a short time. These “tricks” or the
better called black hat SEO is what Google penalizes with falling
positions in the ranking or the removal of the website from the
search engine results. Trying false practices like gaining inorganic
traffic or using too many keywords will not bring you any positive
results.

16. PPC (PAY PER CLICK)
PPC (pay-per-click), a model of digital advertising where the advertiser
pays a fee each time one of their ads is clicked. Essentially, you’re paying
for targeted visits to your website (or landing page or app). When PPC is
working correctly, the fee is trivial because the click is worth more than what
you pay for it.
PPC ads come in different shapes and sizes (literally), and can be made up
of text, images, videos, or a combination. They can appear on search
engines, websites, social media platforms, and more.

18. ADVANTAGES OF PAY-PER-CLICK
(PPC)
Cost effective :- because you only pay when a user actually
reaches your website, it can be good value for money. You can
choose to spend as much or as little as you like.
Targeted :- you can choose your audience according to
demographics like location, language and device.
Measurable :- PPC campaigns can be set up to carefully measure
effectiveness. You can determine exactly how much your return on
investment is.

19. Customizable :- as you run your campaigns, you can make many small
adjustments to improve based on what works best.
Training resources :- there are many (often free) online courses and training
materials to help you develop your skills.
Fast :- you will see the impact of your PPC efforts almost immediately. Organic
search engine optimization (SEO) tactics can take months to make a difference.

20. DISADVANTAGES OF PAY-PER-
CLICK (PPC)
Time investment :- you can't just set up your PPC campaigns and leave them.
You need to invest time into optimizing and improving to get the best results.
Skills required :- it can take some practise to set up effective campaigns. Many
businesses choose to use a specialist agency.
Costs can quickly add up :- if you aren't monitoring and optimizing your
campaigns to make sure you get a return on investment, money could be wasted.
You will need to allocate budget for PPC campaigns, unlike SEO tactics where
the investment is time and skills.
Clicks and visits don't always lead to sales :- you will need to convince the
user to 'convert' once they reach your website.

22. WHAT IS SMM
Social media marketing (SMM) is a form of internet marketing that uses
social media apps as a marketing tool.
These social media platforms enable brands to connect with their audience
to:-
build a brand.
increase sales.
drive traffic to a website.
build a community of followers to share and engage with content.

24. ADVANTAGES OF SMM
• Gain market insight :- Your company's success rate will skyrocket when
you understand your market. You can make it happen because you
understand what your customers want, why they want it, and how they
want it.
• You can create organic content :- Posting organic content on social
media for free is a significant benefit for businesses. This gives your
company several opportunities to engage with high-quality prospects for
no cost. This is one reason why companies want to use these platforms .
But you can not engage your audience by posting just any stuff you
desire.

25. DISADVANTAGES OF SMM
Social media marketing has its cons. The following are two of the most
common disadvantages of social media marketing:
• understanding human nature
• the reality that users may not be as kind as you would like them to be.
Other disadvantages of social media advertising platforms that you as a business owner
should be aware of include:-

26. 1. Allows Negative Feedback :-
Online is a place where your posts can go viral in a snap.
Before sharing your content on social networking platforms, you need to be cautious. Check it several times
before uploading it, so you don't have to receive negative feedback and deal with any shame.
2. At Risk of Possible Security Breaches :-
With advancements in technology, many hackers engage in malicious activities. So, take these considerations
carefully when planning a new Facebook or Twitter profile.
You can constantly be monitoring it to ensure you're protecting your website.

27. CONTENT WRITING
A website content writer or web content writer is a person who
specializes in providing relevant content for websites. Every website
has a specific target audience and requires a different type and level
of content.

28. CONCLUSION
 The study started with the aim to analyse the different issues
related to the digital marketing. Based on the discussion it has
been found that in case of the digital marketing the most
important aspect is to connect with the users. The ladder of
engagement has shown the approaches to attach with the
customers. The study has also revealed that in order to utilise
the digital marketing in an effective way, the companies are
required to design an effective platform.