The document provides an overview of digital marketing, highlighting its role in promoting products and building customer relationships through online platforms. It contrasts digital marketing with traditional marketing, emphasizing benefits like global reach, specific targeting, affordability, and measurable results. Key components include social media, search engine functionality, and objectives for effective marketing strategies.

1. WELC

3. What is Marketing?????

4. The action or business of promoting and selling
products or services, including market research
and advertising

5. What is Digital Marketing?
Digital marketing is promoting or creating brand
awareness using internet
DIGITAL
MARKETING
SEARCH
ENGINES
WEBSITES
SOCIAL
MEDIA
MOBILE
APPS
E-MAIL INBOUND

6. What is Digital
Marketing
“Digital marketing” is the process of building and
maintaining customer relationships through online
activities to generate sales and/or capture customers
that are searching on the Internet for answers.

7. Traditional vs. Digital
Factor Traditional Digital
Reach Limited to Area Global
Targeting Not Specific Very Specific
Price Very Expensive Not Expensive
ROI Not Guaranteed Guaranteed

8. Traditional Vs Digital

9. Why Digital Marketing?
Comparison DM channel v/s traditional channel
Q. Let us begin by identifying, what is the difference between an
advertisement on YouTube and one in a newspaper.
🡪Measure the response-In the video you know how many people
have seen the advertisement.
🡪Instant feedback-Via comments posted by viewers you can get
instant feedback.
🡪Instant response-You can respond to comments, something you
can’t do in a newspaper/magazine etc.
🡪Affordable-You can make a video, by yourself, but can’t use a
newspaper because newspaper ads cost a lot.

10. Why Digital Marketing?????

13. Why Digital Marketing?????

14. “Digital marketing” is the process of building and
maintaining customer relationships through online
activities to generate sales and/or capture customers
that are searching on the Internet for answers.
Marketing is being fishers of men, being the
salt of the earth and going out to all the
world. John Obidi.

15. Over traditional marketing *
✔ Puts the consumer in control
✔ Provides convenience
✔ Drives brand loyalty
✔ Reduces the selling cycle
✔ Builds your brand
✔ It is measurable
✔ It is cost effective
Digital Marketing
Overview
What are the benefits of digital marketing?

16. Digital Marketing
Overview
What are the benefits of digital marketing?
One way to make sure you are found on the web is with an optimized digital
marketing strategy. Most digital marketing strategies and campaigns have 5
objectives:
1. Reach the right audience
2. Engage with your audience
3. Motivate your audience to take action
4. Ensure efficient spending on your campaign
5. Maximize return on investment (ROI)

17. Social media marketing definition
Social media is a medium or instrument for communication, like a
newspaper or a radio.
Social media = a social instrument of communication.
Digital Marketing
Overview
What are the benefits of social media marketing?

18. • Mobile Apps
• Ads in Mobiles
• Pay Per Click
• Display Ads
• Video Ads
• Social Media
• Email Marketing
• ORM
• Analytics
• Direct Traffic
• SEO
• Social Media
• Inbound Marketing
• Email Marketing
Organic
Marketing
Paid
Marketing
Reporting
Mobile
Marketing

19. What is a Search Engine? (1/2)
SEARCH ENGINE
An internet-based tool that searches an index of documents for a particular
term, phrase or text specified by the user. Commonly used to refer to large
web-based search engines that search through billions of pages on the
internet.
Common Characteristics:
Spider, Indexer, Database, Algorithm
Find matching documents and display them according to
relevance
Frequent updates to documents searched and ranking
algorithm
Strive to produce “better”, more relevant results than
competitors

20. Some of the Search Engines……….

21. What Search Engines Are the Most
Popular?
Figures below show what percentage of internet users accessed
the corresponding sites at least once during a given month.
Counts only search-specific visits.
1. Google – 41.6%
2. Yahoo – 31.5%
3. MSN – 27.4%
4. AOL – 13.6%
5. Ask Jeeves – 7.0%

22. How Do Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other documents) typically by
following hyperlinks from websites already in the database
Search engine indexes the content (text, code) in these documents by adding it to their
huge databases and periodically updates this content
Search engine searches its own database when user enters in a search to find related
documents (not searching web pages in real-time)
Search engine ranks resulting documents using an algorithm (mathematical formula) that
assigns various weights to various ranking factors