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DIGITAL MARKETING
Internship project report
Submitted to the department of information technology,SNIST in the partial fulfilment
Of the academic requirements for the award of b.tech in information technology under jntuh
By
16311A1291
Department of Information Technology
Sreenidhi Institute Of Science And Technology
(an autonomous institution)
Yamnampet ,Ghatkesar Mandal,Medchal district,Hyderabad-501301
DECLARATION
I here by declare that, clear study on Digital Marketing is my work submitted to
Sreenidhi Institute Of Science And Technology ( AUTONOMOUS),is a record of an
original work doneby me . I here by declare that this report has not been submitted
earlier to any University or Institution.
InformationTechnology(IT) P.Durgeshwarreddy
Secondyear
ABSTRACT
In this world of digitisation, digital marketing is a vogue that is sweeping across the whole
world. The trend of digital marketing is growing day by day with the concepts of Internet marketing that
is turning into an important platform of digital marketing along with the electronic gadgets like the
digital billboards, mobile, tablets and smart phones, gaming consoles, and many such gadgets that help
in digital marketing. Flipkart with its innovative digital marketing have created a niche market in online
stores competing with the conventional stores showing the power of online marketing. The case study
analyses how Flipkart.com has brought in an array digital and online marketing strategies to succeed and
make it big in the digital marketing sector. Digital marketing is going to be top on the agenda of many
marketers, and they might be looking for innovative ways to market online, reduce cost per lead,
increase click-through-rates and conversion rates, and discover what’s hot in digital marketing.
Table Of Contents
Contents Page no
Introductiontodigital marketing
Typesof digital marketing
Searchengine optimization
Social MediaMarketing
ContentMarketing
SearchEngine Marketing
Pay-Per-ClickAdvertising
Affiliate Marketing
Email Marketing
Digital marketing:
The marketing of products or services usingdigital channelsto reach consumers. The key objective is to promote
brands through various forms of digital media.
Digital marketingextends beyond internet marketing to includechannels thatdo not require the use of the internet. It
includes mobilephones (both SMS and MMS), social media marketing,display advertising,search enginemarketing, and
any other form of digital media.
Example :
One successful digital mediacampaignwasbyPizzaHut,whichcreatedan app that allowedcustomersto
create theirownpizzaby draggingtheirchosentoppingsontoagraphical pizzabase.The iPhone wouldthen
determine whichof the chain'sthousandsof locationsthe customerhappenedtobe nearest.The company
advertisedthe newapponline,inprint,andontelevision - evenwinningaplacementinApple'sowniPhone
commercial.
Withintwoweeks,the PizzaHutapp wasdownloaded100,000 timesandwithinthree monthsiPhone
usersordered$1m worthof pizza.The app now has millionsof usersacrossthe iPhone,iPad,andAndroid
platforms.
Types Of Digital Marketing:
 SearchEngine Optimization(SEO)
 Social MediaMarketing
 ContentMarketing
 SearchEngine Marketing(SEM)
 Pay-Per-ClickAdvertising(PPC)
 Affiliate Marketing
 Email Marketing
 Radioadvertising
 Televisionadvertising
Search EngineOptimization (SEO)
The processof maximizingthe numberof visitorstoaparticularwebsite byensuringthatthe site appears
highon the listof resultsreturnedbya searchengine.
Searchengine optimizationorSEOinshort,is a setof rulesthatcan be followed bywebsite(orblog)
ownerstooptimize theirwebsitesforsearchenginesandthusimprove theirsearchenginerankings.
In addition,itisagreat way to increase the qualityof theirwebsitesbymakingthemuser- friendly,faster
and easierto navigate.
Search engine optimizationis essential because:
 The majorityof search enginesusersare more likelytoclickon one of the top5 suggestionsinthe
resultspages(SERPS),sototake advantage of thisand gain visitorstoyourwebsite or customersto
your online store youneedto inthe toppositions.
 SEO isnot onlyaboutsearch enginesbut goodSEOpractices improve the userexperience andusability
of a website.
 Users trustsearch enginesandhavingapresence inthe toppositionsforthe keywordsthe useris
searching,increasesthe website’strust.
 SEO isgood forthe social promotionof yourwebsite.People whofindyourwebsite bysearching
Google or Yahooare more likelytopromote itonFacebook,Twitter,Google+orothersocial media
channels.
The SEO practicesadoptedbymarketerscanbe broadlyclassifiedintotwocategoriesi.e
 On-Page SEO
 Off-Page SEO.
On-page:
On- page SEOis the practice of optimizingindividual webpagesinordertorankhigher and earnmore
relevanttrafficinsearchengines.On-page referstoboththe contentandHTML source code of a page that can
be optimized,asopposedtooff-pageSEOwhichreferstolinksandotherexternal signals.
Technical Suggestions:
 301 Redirection (canonicalization)
 CreatingHTML and XML sitemaps
 Creationof Robots.txt
 Duplicate Page:
 Custom404 Page
 Page SpeedOptimization
KeywordsResearch:
 IntroductiontoKeywordResearch
 Businessanalysisprocess
 Typesof Keywords
 KeywordResearchMethodology
 KeywordsplannerTools
 Keyword ideas
 CompetitionAnalysis
 Finalizingthe KeywordsList
 SearchVolume
 KeywordsCompetition
On Page Optimization:
 SEO FriendlyURLs
 Title Tag Optimization
 Meta Tags Optimization
 HeadersOptimization
 Menu Optimization
 FooterOptimization
 Image Optimization
 SEO ContentWriting
 AnchorLinksOptimization
 Social MediaIconsOptimization
 Mobile Friendly
 Website Compatibility
 Internal LinkingOptimization
 External LinkingOptimization
 Contentchecking
Google Analytics:
 Traffic analysis
Webmaster Tools:
 Searchqueriesanalysis
 Filteringsearchqueries
 External Linksreport
 Crawlsstats andErrors
Off page:
Off page SEO referstotechniquesthatcanbe usedto improve the positionof awebsite inthe search
engine resultspage .
 Directory Submissions
 Local ListingsSubmissions
 Classified Submissions
 Classified Promotions
 Search Engine Submissions(Vie search, Intelseek.com)
 Social BookmarkingSubmissions
 SubmissiontoPingingWebsites
 Blog Directory Submission
 Article Submissions
 Article Promotions
 BlogSubmissions ( Blogger & Wordpress)
 Blog Promotions
 RSSFeeds Submissions
 Web 2.0 Site Submissions
 Wiki Site Submissions
 PressRelease Promotion
 PhotoandVideo Sharing
 Relevant ForumProfile Links & Participation
 BusinessProfile PageCreation
 Questions& Answers Submissions
Advantages of SEO:
 It's free
 You can get targetedtraffic
 You getpeople whoare activelylookingforanswers/solutions
 You make to much money
 SEO can helpyouwithbusinessgrowth
 Increaseswebvisibility
Disadvantagesof SEO:
 It can be competitive
 Therefore itcanbe slow
 You needtocreate good contentthat people are actuallyinterestedin
 You needtobe proactive inbuildinglinks
 Google can come alongand shutoff your trafficwithan algorithmchange,whichgivesyouuncertainty.
 SEO has no guarantee forresults
 SEO providesyouno full control
SocialMedia Marketing :
The Social Ms has a strong focuson social mediamarketing.Sothatis where we are goingto start our list
of typesof digital marketing.Social Mediacertainlyhasa rightfullyearnedplace inthislist.
Social MediaMarketingis„the use of social mediaplatformsand websites topromote aproductor
service.
That meansall sharingof informationandengagementwithfollowers,fans,partnersorcompetitorson
social mediaplatformswiththe goal of promotingyourproductsispart of digital marketing.Inessence,social
mediamarketingisthe targeteduse of social mediaconversationstoincrease the awarenessforabrandor
product.
Best Social Networks for Advertising:
 FacebookAdvertising
 InstagramAdvertising
 TwitterAdvertising
 PinterestAdvertising
 LinkedInAdvertising
 SnapchatAdvertising
Facebook Advertising:
Facebookisthe universal social medianetwork.
Withmore than 2 billionmonthlyusers,Facebookhostsoveraquarterof the world’spopulation,
providingadvertiserswithanunparalleledopportunitytoreachvirtuallyanyone andeveryone.
Advantages:
If you’re tryingtopromote a business,social mediacanbe a huge help.Forone thing,yourcurrent and
potential customersare alreadythere.Facebookalonehas 1.13 billion dailyactive users,andthat’sonlyone of
the many platformsyoucanuse foradvertisingpurposes.
Large Audience:
In additiontoFacebook,Twitterhas 313 million monthlyactiveusers,Instagramhas 500 millionand
Pinteresthasabout 110 million.Althoughyoudon’tneedtoutilize everysingle platform, creatingaccountson
justone or two can give youexposure tomillionsof people aroundthe world.
Free To Create:
One of the biggestadvantagesof social mediamarketingisthatitis entirelyfreetostart.None of the
largestplatformshave signupfeesof anysort,so the onlyinvestmentyou’llneedtomake isinthe formof time.
That beingsaid,there are paidadvertisingoptionsonmostsocial mediaplatforms.These canbe a great
tool for growingyourfollowingand reachingmore users,butare by nomeansmandatoryfor businesses.
Encourages Sharing:
Perhapsthe mostunique advantage of social mediaisthe abilitytogethelpfromyourfollowers.People
love toshare thingswiththeirnetworks,fromphotosandrecipestointerestingarticlesandhotdeals.
Unlike otherformsof Internetmarketing,likeyoursite andpaidadvertisements,contentonsocial media
isoftenshared.Howeverwide yourreach,yourfollowerscanshare withtheirfollowers,whothenshare with
theirfollowers,givingyouawiderreach(withlowercost) thana traditional marketingcampaign.
IncreasesBrand Loyalty:
In additiontoincreasingthe reachof yourbrand,social mediaalsoallowsyoutoincrease brandloyalty.
Anda studyconductedbyThe Social Habit showsthat 53% of Americans whofollow brandsonsocial mediaare
more likelytoremainloyal tothose brands.
Social mediaismore than a salespitch.Instead,itfacilitatestwo-waycommunicationthatallowsyouto
buildmeaningful relationshipswithcurrentandpotentialcustomers.Thismakesthemmore confidentintheir
decisiontotrustyour business,anditencouragesthemtochoose yourbrandinthe future.
UncoversValuable Insights :
You can alsouse social mediatogain valuable informationaboutyourcustomersthatwill helpyou
make smarterbusinessdecisions.Forexample,social listeningallowsyoutodiscoverhow people feel about
your companyandbrand. With social listening,youcanuncoverconversationsaboutyourbusinessandanswer
questionsaboutyourofferings.
Disadvantages :
Of course,social mediamarketingisn’twithoutitsflaws.Justasquicklyasuserscanshare yourcontent
on social media,theycanchoose to share an unflatteringstoryaboutyouor your business.
Social mediausershave free reintopostwhatevertheywant.Thismeansthatsatisfiedcustomerscan
leave glowingreviewsonyourpages,butitalsomeansthat unhappyonescan leave angryrantsabout your
business.
Negative Feedback:
Thisnegative feedbackcouldcome fromwithinyourownorganization.Disgruntledemployeeshave been
knownto ventonsocial mediaaboutworkand theirbosses,whichmakesthe entirecompanylookbad.
Potential For Embarrassment:
It’seasyto get caughtup in social mediaandpostwhatevercomestomind,whichcanhave huge
consequencesforanybusiness.
Take,for example,whenDiGiorno Pizzanoticedthat“#WhyIStayed”wastrendingonTwitter,andjumped
on boardwitha tweetthatread“#WhyIStayedYouhad pizza.”Thisdoesn’tsoundawful until youconsiderthat
the hashtag wasbeingusedtodiscusswhyvictimsof domesticviolence stay inabusiverelationships.
For companieswithalarge audience,mistakeslikethisdon’tgounnoticed.Thankstosocial mediausers’
quickreactionsandtendencytoshare,the tweetwasall overmajor mediaoutletswithinhours.
Time Intensive:
It takesa lotof time andeffortto maintainaninteractive social mediapresence.If youhave asmall team
or limitedresources,itissometimesdifficulttodevote the neededresourcestosocial media.
People have tomonitoreachsocial network,respondtoquestionsandfeedback,andpostvaluable
updates.While some people mayviewthisasa drawback,investingtime intosocial mediacanhelpyour
businesscreate lastingrelationshipswithcustomersthatwill keepthemcomingbackforyearsto come.
ContentMarketing:
Contentmarketingisthe art of usingstorytellingandvaluable informationtoincrease brandawareness
withthe goal of gettingyourtargetaudience totake a profitable action.Contentmarketingaimsatbuilding
relationshipswithpotentialcustomersand becomingapartnerrather thanan advertiser.
Since ContentMarketingstronglyreliesoncontentdistribution,contentmarketingcanrarelybe seen
totallyseparatedfromothertypesof digital marketingthatcanfill the contentdistributionpart.
High-Performing Types of Content Marketing:
 Blogs.
 Videos
 Infographics
 Case Studies.
 eBooks.
 White papers.
 Checklists.
 Interviews.
Blogs :
Bloggingisone of the mostpopular typesof contentmarketing forsmall businesses.Andforgoodreason!
Blogsare one of the bestwaysto improve SEO anddrive more organictrafficto your site fromthe search
engines.Thiscanhelpyoumake the mostof yourlimitedmarketingbudgetbysupplementinganyadvertising
withinboundcontent.
Infact, accordingto Forbes,websitesthatinclude ablogtypicallyhave 434% more indexedpagesthanthose
that don’t.Thismeansthat siteswithblogshave agreaterchance of endinguponthe firstpage of search
engineslikeGoogle whenconsumerssearchforrelevantkeywords.Additionally,businesssiteswithblogshave
97% more inboundlinks,whichalsohelpswithsearchengine optimization.
As
youcan see fromthe graphicabove,there are a varietyof benefitsforbusinessesthatblogregularly.
Notonlydoesblogginghelpimprove yoursearchengineoptimization,butit’salsoagreatway to build
relationshipswithyourleadsandcurrentcustomers.The more valuablecontentyouprovide,the more likely
your targetaudience will be toconsideryourbrandwhentheyare readytopurchase.Blogsare an effectiveway
to provide value throughshort-formcontent.
If you wantto use bloggingtoimprove yourcontentmarketing andgrow your business,you’llneedtostart
witha strategythat includeswhichtopicsyouplantocoverinyour blog.Do some keywordresearchtosee what
consumersare typingintothe searchenginestofindbrandslike yours.Then,considerwhatothertopicsor
questionsmightbe relevantandcreate blog contentaroundthese topics.
Videos:
If you wantto remaincompetitiveinthe busydigital marketplace,it’svital thatyoufindaway to grab your
target audience’sattentionandengage themquickly.Consumerstodayare viewingmore videocontentthan
everbefore.Infact,one-thirdof all onlineactivityisspentwatchingvideocontent. Thisfact makesvideo
one of the best typesof contentmarketing forreachingandengagingyourtargetconsumers,nomatterwhat
industryyouare in.
Videoisa greatcontentmarketingtacticfor small businessesbecause itprovidessuchanappealingreturnon
investment.AccordingtoBrightCove,brandsthatuse videocanexpecttosee anaverage increase of 157% in
organictrafficfrom searchengines.Videoalsohelpsincreasetime spentonsite by105%. The more time your
customersspendonyourwebsite,the greateryourcompany’schancesof makingasale.
Whenit comesdownto it,youjust can’tignore the powerof valuable videocontent.
If you’dlike toharnessthe powerof videoyouwill need toconsiderwhattypesof contentandtopicswill appeal
to youraudience most.Thiswill ultimatelydependonwhere youraudience isinthe buyer’sjourney.Shortand
attention-grabbinginformationalvideoscanhelpyouengage consumersinthe awareness stage.While how-to
videosandproductdemosare great for influencingpurchasingdecisionsamongconsumersinthe decision
stages.
Infographics:
Infographics helpbusinesseseducate theiraudiencesandprovide useful informationthatcanadd value for
leadsandcustomers.Thisvisual contentmarketingformathelpsviewersbettervisualize datasuchasstatistics
so that theycan have a betterideaof whysomethingisvaluableorhow somethingworks.Here’sanexample of
a compellinginfographicfromNYBrite,a home and office cleaningcompany:
Thisinfographicexplainsdifferentelementsof carpetcleaningthatconsumersneedtobe aware of.Notice that
the infographicisbrandedwithNYBrite’slogo.
In thisexample, the cleaningcompanyiseducatingitsaudienceaboutdifferentfactorsinvolvedwithcarpet
cleaningwhilesimultaneouslyexplainingthe benefitsof hiringaprofessional carpetcleaner.The infographic
alsouseseye-catchingvisualsthatare relevanttothe topicand make iteasierforthe viewertounderstandthe
informationthat’spresented.
If your businesschoosestouse infographicstoattract andengage youraudience,considerwhichtopicsare best
suitedforthisformat.Typically,anyinformationthatwouldbenefitfromavisual aidcan make an excellent
infographictopic.Youcan use infographicstoexplainacomplicatedsubject,presentstatisticsthathelpothers
understandthe value of whatyourbusinessprovides,orevenofferadiagramof yourproduct.
Case Studies:
Anotherone of the most valuable typesof contentmarketing isthe case study.Case studiesare basically
customerstoriesthatillustrate howyourbusinesshashelpedaspecificclientorcustomerbecome successful.
Businessescanuse case studiestohighlightspecial applicationsorusesfortheirservicesandproducts.
Consumerslike case studiesbecause thistype of contenthelpsthembetterunderstandhow yourbrandcanadd
value intheirlivesorbusinesses.Thoughyoucanprovide general applicationsorusesforyour productsor
services,areal-life example isoftenmore valuableasithelpsyourbusinessbuildtrustwithnew leads.
Case studiesare
effectivebecause theyhelpleadsbetterunderstandhow yourbusinesscanhelpthem.
If you planto use case studiesaspart of your contentmarketing,it’simportantthatyoucarefullyconsiderwhich
of yourcustomersyouask to serve asa case studyexample.Strategicallychoose those customerswhoyour
productsor serviceshave benefittedinasignificantway.Youalsowantto workwithcustomersorclientswho
are willingtoprovide notonlytheirpermissiontobe usedas the subjectof the case studybutalso some quotes
and statisticsthatillustrate howyourbusinesshashelpedthemsucceed.
Case studiescanbe housedonyourcompanywebsite,butyoumayalsowantto use themin otherways.You
can use case studyexamplesinyourblogs,eBooks,social postsandother typesof content.Yoursalesteammay
alsowant to use these piecesof contentwhentalkingwithleads.Forinstance,if the new leadhassimilar
characteristicsof a past customerwhoisfeaturedina case study,thenthe salespersonmaywantto provide
the leadwiththe case studysothat theycan betterunderstandthe value yourbusinessmightprovide.
eBooks:
eBooksare an effective type of long-formcontentthatbusinessescanuse toprovide value fortheirleads
and customers.The keywordhere isvalue.YoureBookshouldnotbe a5 to 10 page ad. Instead,itshould
provide some type of useful informationandinsightforyourtargetaudience abouttheirneedsandchallenges.
Like manyothertypesof contentmarketing,it’snotaboutsellingtoyouraudience,it’saboutbuildinga
relationshipwithtargetconsumerssothattheytrustyour brandand come to you whenthey’re readytomake a
purchase.
eBooksare one of the best typesof contentmarketing forcollectingleadinformation.That’sbecause they
are typicallygated,whichmeansthatvisitorsmustprovide some type of informationaboutthemselvesin
exchange forthe eBookdownload.
Thisis an example of whatourdigital marketingeBookpromotionlookslikeonaour site.
It’simportantto note that eBooksrequire abitmore of an investmentthansome other typesof content
marketinglike blogsorsocial posts.Theyare longerandmore involvedtocreate.However,don’tletthisscare
youoff from creatingan effective eBook.The leadsthatyouwill generatethroughthispiece of gatedcontent
will provide anattractive returnoninvestmentthatwill make anytime ormoneyyouinvestintothe project
worthwhile inthe end.
White papers:
White papersare similarto ebooksina lotof ways.The whitepaperisanothertype of long-formcontent
that can be effective asaleadmagnet.However,the maindifference betweenebooksandwhite papersisthat
white paperstendtobe a bitmore information-dense,data-driven,and detail-focused.Thismakeswhitepapers
one of the best typesof contentmarketing forB2B and othersmall businessesthatwanttobuildthought
leadershipandgainmore respectintheirindustry.
One of the greatestbenefitsof white papersisthattheycan helpyoursmall businessgatherinformation
aboutnewleads.Accordingtoa 2017 DemandGenreport,76% of buyerssurveyedsaidtheywerewillingto
share informationaboutthemselveswithabusinessinexchange forawhite paper.Thisinformationthat
consumersshare withyourbusinessnotonlygivesyoubetterinsightintoyourtargetaudience butprovidesa
wayfor you to keepintouchwitha leadlongaftertheyhave downloadedthe content.
If you wantto take advantage of the opportunitytocollectleadinformation,you’ll needtoensure that
your white paperisgated.Here’sanexample of whatthatmightlooklike:
Your whitepapercanbe a piece of gatedcontentthatrequiresthe leadtoprovide informationabout
themselvesbefore theydownloadthe content.
Notice thatthe landingpage contentwascreatedspecificallyforthiswhite paperdownload.The landing
page tellsthe readerwhattheycan expecttoget fromthe piece of content.While the leadformasks for
informationthatwill helpthe companybetterunderstandwhothe leadisandwhattheymightneed.
Checklists:
Checklists are atype of worksheetthatprovide alistof thingstodo ina step-by-stepprocessinorderto
achieve some type of desiredoutcome.These are greatcontentassetsforsmall businessesbecausetheyare
easyto create and promote,yetstill provideasignificantvalue forthe targetaudience.
In orderto betterunderstandhowthistype of contentmarketingworks,let’stake alookat an example
checklistfromanHVACcompany:
ThischecklistfromOne HourHeating& AirConditioningprovideshomeownerswithvaluable information
theyneedtomake smarterdecisionsabouttheirHVACservice.
The checklistabove providesalistof actionsthathomeownersshouldtake regardingtheirHVACsystem.
The checklistiseasyto readand follow,anditprovidesvaluable informationtohelpthe company’starget
audience make smarterdecisionsabouttheirHVACmaintenance.Thisisagreat example of whatachecklist
shouldbe as itfocusesonprovidingvalue forthe reader.
Afteryou’ve createdachecklistona relevanttopic,youcanshare your checklistsonsocial mediaoreven
incorporate themintoa blogpost.The more you share and repurpose yourchecklistcontent,the more value
your businessgetsoutof the investment.
Interviews:
Interviewswithindustryexpertsorevenyourowncustomersare anotherone of the mosthigh-
performingtypes of contentmarketing.Interview contentprovidesvaluable informationforyoursite visitors
that can helpthembetterunderstandtheirchallengesandneeds.Nottomention,itisa greatway to position
your companyas an expertinthe industry.
There are a fewdifferentwaysthatyoucan use interviewsaspartof your digital marketingcampaigns:
Host a live interview throughawebinarorlive streamlike FacebookLive.
Recordinterviewcontentandmake itavailable onyoursite andthroughYouTube.
Create writteninterviewcontentonyourblog.
Seekoutopportunitiestobe interviewedbythird-partysources.
The keyto leveraginginterviewcontentismakingsure thatthe material will provide some type of value foryour
target audience.Chooseinterview subjectsthatcanofferuseful insightandinformationonthe topicsthat
mattermost to yourleadsandcustomers.
Advantages :
Build brandawareness, trustandloyalty :
People consumingyourcontentwillstarttobuildanimpressionof yourbrand.Publishinginformative,well-
researchedcontentmeansyourbusinesswillbe seenasauthoritative andtrustworthy.The more youraudience
relyon youfor information,the more likelytheywill be tobuyfromyou.
Reachan audience whomay avoid ads :
Using contentratherthan traditional advertisingcanhelpyoureachpotential customerswhomayuse ad
blockingsoftware oractivelyavoidorignore traditional advertising.
Keep costs down :
There are no mediaplacementcostsandmost workcan be done in-house sospendcanbe keptlow.
Increase traffic andconversions :
Qualitycontentdrawsyouraudience toyourwebsite,boostingwebtraffic.Once theyare onyour site,you
can persuade themtoregisterormake a purchase (ie convert).
Support your other marketing tactics –:
Good contentisimportantforthe successof manyothermarketingtactics,suchas searchengine
optimisation,social mediaand publicrelations.
Disadvantages :
The benefits aren’t immediate :
Contentmarketingcanbe a longprocess.There isnormallya periodof trial anderror to discoverwhatworks
bestbefore yousee results.
Skills andresource:
Contentmarketingcanbe time-consuming.Youneedtocreate content,publishitacrossyourmarketing
channelsandanalyse the impact.Tocreate certainkindsof contentsuchas infographicsandvideos,youmay
needtooutsource or developyourin-house skills.
Finding content ideas :
Itcanbe trickyto come up withideasforeffective new topicsandformats.Thiswill become easierasyou
go alongand can analyse the impactof previouscontent.
SearchEngineMarketing (SEM) :
Searchengine marketing(SEM) isaform of Internet marketingthatinvolvesthe promotionof websitesby
increasingtheirvisibilityinsearchengine resultspages(SERPs)primarilythroughpaidadvertising.
While SEOdescribesthe processof gettingunpaidtrafficfromsearchengines –SEM referstothe paid
trafficfromsearch engines.The mostcommonformof searchengine marketingisprobablyGoogleAdwordsfor
the simple reasonthatGoogle isbyfar the mostusedsearchengine.
In SEM the marketerusuallypaysthe searchengine apredefinedamountof moneyforshowinga
marketingmessage atvariousplaceswithinthe searchresultsforspecifiedkeywordsorphrases.
SEM isa form of Pay-Per-Clickadvertising.
Difference Between SEM and SEO:
SEM isa broaderterm thanSEO. Where SEO aimsto provide betterorganicsearchresults,SEMusesthe
searchenginestoadvertise yourwebsite orbusinesstoInternetcustomersand sendamore targetedtrafficto
your Website.
For example,whenpeopleuse asearchengine toquery"fashionhandbags,"the organicsearchengine
resultsiswhere SEOtechnologiescanassistyourwebsite inbeingmore visible.The paidadvertising,or
sponsoredlinksare the onesprominentlydisplayedabove orbeside the organicsearchresultsisaproductof
SEM.
SEO and SEM are not competingservices.SEOisconsideredasubsetof SEMservices.If youwantto
conduct businesson the Internetyouneedtobe visible inbothorganicandadvertisedlinks,whichmeansa
small businessneedsbothSEOandSEM.
Advantages of SearchEngine Marketing:
The mainbenefitisthatfact that more people willuse searchenginestofindsomethingthananything
else.Youneedtohave a good presence onthemtobe able to gainthe customerbase andsome income.
There isno needtospenda lotof moneyonusingsearchengine marketing;itispossible todoeverything
yourself withinyourowntime.All youneedtodoissearchfor keywordsthatlinktothe contentthat youare
writingandfitthemintothe piece naturally.However,itisoftenworthspendingasmall amountof moneyon
booksto helpimprove youroptimizationcapabilities.
Thismarketingoptioncanbe usedwitha varietyof otherones,includingthe use of article marketing,
social mediamarketingandevenvideomarketing.Itisalsoverywell usedwithbacklinks,tohelpwiththe
creationof one-waylinkstoyourwebsite.
Disadvantagesof Search Engine Marketing:
The downside isthatittakestime to buildthe reputation.Itcan oftentake monthstosee a slightincrease
inthe page rankingandit will take yearstoget to the highestlevelpossible.
It is alsoextremelytime consuming.Youconstantlyneedtocheckback to see how yourwebsite isdoing.
There are timesthatyouwill needtochange the keywordsthatyouuse and thenchange the layoutof the site
to make it more optimizationfriendly.
You will notnecessarilyknow the bestwaytogetyourwebsite tothe topspot butthere are expertsthat
can helpyou.However,hiringanSEOfirmto helpyouwithyourcontentwill meanspendingmoney fromyour
marketingbudget.
Pay-Per-ClickAdvertising(PPC):
Pay-per-click(PPC),alsoknownas costperclick(CPC),isaninternet advertisingmodelusedtodirecttraffic
to websites,inwhichan advertiserpaysapublisher(typicallyawebsite ownerora networkof websites) when
the ad is clicked....However,websitescanofferPPC ads.
SimilartoSEM otherformsof PPC advertisingalsodescribe marketingmethodswhere the marketerpays
for eachclickon a linkto a website.Apartfromsearchengines,almostall social networksofferthe opportunity
for PayPer Clickadvertising.These adsthenappearinthe feedof the targetedsocial mediausers.
The average cost perclickin Google AdWords isbetween$1 and $2 onthe searchnetwork.The average
CPC onthe DisplayNetworkisunder$1.The most expensive keywordsinAdWordsandBingAdscost $50 or
more per click.
Working:
 Choose one or more PPC providers accordingtoyour businessmodel
 Target particulardemographicsaccordingtoyourmarketingstrategy
 Define keywords thatbestdescribe yourproductorservice
 Bidan amount perclickon eachkeywordthatyou feel willgive yourad an advantage overyour
competitors - thisisknownas the cost perclick or simplyCPC
 Create small adsto specificationandsubmitthese toyourPPCprovider
 Pay yourPPCprovideryourbidprice for that keywordeachtime aninternetuser clicksonyourad.
Advantages of pay-per-clickadvertising:
Cost effective:
Because youonlypay whena useractuallyreachesyourwebsite,itcanbe goodvalue formoney.Youcan
choose to spendasmuch or as little asyoulike.
Targeted :
Youcanchoose youraudience accordingtodemographicslike location,language anddevice
Measurable :
PPCcampaignscanbe set upto carefullymeasure effectiveness.Youcan determineexactlyhowmuch
your returnoninvestmentis.
Customisable:
As yourun your campaigns,youcan make manysmall adjustmentstoimprove basedonwhatworksbest.
Training resources :
There are many(oftenfree) online coursesandtrainingmaterialstohelpyoudevelopyourskills.
Fast :
Youwill seethe impactof yourPPCeffortsalmostimmediately.Organicsearchengine optimisation(SEO)
tactics can take monthsto make a difference.
Disadvantages of pay-per-click advertising:
Time investment:
You can’t justsetup yourPPC campaignsandleave them.Youneedtoinvesttime intooptimisingand
improvingtogetthe bestresults.
Skills required :
It can take some practise to setup effective campaigns.Manybusinesseschoose touse aspecialist
agency.
Costscan quickly addup :
If you aren’tmonitoringandoptimisingyourcampaignstomake sure yougeta returnon investment,
moneycouldbe wasted.Youwill needtoallocate budgetforPPCcampaigns,unlike SEOtacticswhere the
investmentistime andskills.
Clicksandvisits don’t always lead tosales :
You will needtoconvince the userto‘convert’once theyreachyourwebsite.
AffiliateMarketing :
Affiliatemarketingisthe processof earningacommissionbypromotingotherpeople's(orcompany's)
products.You finda productyou like,promote ittoothersandearna piece of the profitforeach sale thatyou
make.
Affiliatemarketingisaperformance-basedtype of digitalmarketing.IncontrasttoPPC advertisingwith
affiliate marketing,the advertiserdoesnotpayfortrafficbut ratherfor conversions.The ratesare usuallyhigher
but the riskon the side of the advertiserare limitedsincehe onlypaysforconversions.
Affiliate marketingispopularwithbloggersandhigh-trafficwebsite ownerswhomake moneyfromselling
otherpeople’sproductstotheiraudience.
Types Of Affiliate Marketing:
 Pay PerClick(PPC).
 Pay PerPerformance (PPP).
 oPayPer Sale (PPS).
 oPayPer Lead(PPL).
 Single-Tier
 Two-Tier
 Multi-Tier
Pay Per Click (PPC):
Pay PerClickis the mostpopulartype of affiliate marketingforaffiliateswithlittlewebsites,andmost
likelythe mostconvenientwayforthemto earnmoney.Inthisaffiliate marketingtype,the merchantpayshis
affiliate wheneveravisitorisreferredto hissite,thatiswheneversomeoneclicksthroughthe merchant's
banneror textadvertisements.The affiliate makesmoneyaparticularquantityevenif the visitorhe referred
doesnotpurchase anythingfromthe merchant'swebsite.CommonfeesforPPCaffiliate programsare small,
generallynotexceedingadollarforeveryclick.
Pay Per Performance (PPP):
PPPaffiliate marketingisthe mostpopularamongstmerchantandis alsothe most financiallyrewarding
type for the affiliates.Inthistype of affiliate program, the merchantonlypaysthe affiliatewheneverhisreferral
equatesintoanaction-- thatis wheneverthe visitorhe hasreferredinfactpurchasessomethingfromthe
merchant'ssite or whenthe visitorendsupbeingalead.Thisimpliesagreatdeal of cost savingsforthe
merchant.Onthe otherhand,it endsupbeingthe mostrewardingtype forthe devotedaffiliate,for
commissionsinPPPaffiliatemarketinggenerallycomesinthe varietyof 15 % to 20 % of the actual itemsales.
Pay-per-performance affiliate marketingcanbe additional categorizedintotwopopulartypes:pay-per-
sales(PPS) andpay-per-lead(PPL).
oPay Per Sale (PPS):
In a pay-per-saletype of affiliate marketing,the merchantspaythe affiliate aparticularcharge whenever
the visitorhe has referredtothe merchant'ssite infact purchasessomethingfromthe merchant'ssite.Affiliates
are typicallypaidoncommissionbasis,althoughothermerchantswouldopttopaya fixedcharge.But no matter
exactlywhatthe basisof the charge is,it isusuallygreaterthanthe fee paidto affiliatesinapay-per-click
affiliate program.
oPay Per Lead(PPL):
The pay-per-leadkindof affiliatemarketingisasmall variationof the PPStype and isfrequentlyusedby
insurance andfinancingbusinessandothercompanieswhorelyonleadsfortheircompanytogrow.Inthistype
of affiliatemarketing,the affiliate ispaidwheneverthe visitorhe referredtothe merchant'ssite fillsan
applicationoranycomparable kindassociatedtothe businessof the company.Compensationforthiskindof
affiliate marketingisbasedona takencare of fee whose ratesapproximate thatof the takencare of charge in
the PPStype.
Advantages :
1.Merchants gaina widerplace tosell theirproductsandservices,resultinginmore customersandmore sales.
2. Merchants can gain more customerswithoutspendingvaluabletime insearchingforthem.
3. Programs that track compile statisticsfromaffiliate sitesprovidereliable andcurrentclientbehavioron
trendsand demandsatno extracost.
4.It doesnot require asizeable investmentonthe partof the affiliate.
5. An affiliate marketerenjoysthe luxuryof beinghisownbossandworkon hisowntime.He can workonlyfor
a fewhoursor more andgenerate income 24/7 wherever he maybe locatedinthe worl
6,.For clients,theydonothave to drive all the wayto the merchant'sstore or retailertophysicallybuythe
productor engage the servicesof aservice provider.
Disadvantages:
1. There is the possibilitythatsome merchantsmayincurhighcommissioncostsandcostlysetupand
maintenance feesdue toaffiliate facilitators/brokers.
2. Unscrupulousanddishonestmerchantsmayarbitrarilyclose downprogramswithoutinformingthe affiliates
and withoutpayingcommissions.
3. Merchants may promise highcommissionstoattractnew affiliatesthendropcommissionratesafteraweek
or two.
4. Link hijackerscanhijackaffiliatelinksandgetpaidfor the commissionsinstead.
5. There are alsofalse advertising,unlawfuluse of trade names,logos,orbrands.
EmailMarketing:
Email marketingisthe targetingof consumersthrough electronicmail (email).Oftenassociatedwith
data mining, email marketingcanbe usedtoimpact consumersina varietyof ways.Ingeneral, email
marketingisa more evolved,digital formof traditional directmail marketing.
Email marketingisone of the bestconvertingmarketingchannels.Bysendingregularupdatesto
your email subscribersyoucanbuildandnurture a relationship.Byprovidingvaluewithyouremail updatesyou
can buildtrust– eventually,you will be able toturna percentage of youraudience intocustomers.
TypesOf Email Marketing:
Direct emails:
Direct email involvessendinganemail solelytocommunicate apromotional message (forexample,
a special offerora product catalog).Companiesusuallycollectalistof customeror prospectemail addressesto
senddirectpromotional messagesto,ortheyrenta listof email addressesfromservice companies.Safe mail
marketingisalsoused.
Mobile email marketing:
Email marketingdevelopslarge amounts[vague] of trafficthroughsmartphones andtablets.
Marketersare researchingwaystoadvertise tomore usersandto make themview advertisingforlonger.
However,the rate of deliveryisstillrelativelylow due tobetterfiltering-outof advertisingandusershaving
multiple email accounts fordifferentpurposes.Becauseemailsare generatedaccordingtothe trackedbehavior
of consumers,itispossible tosendadvertisingwhichisbasedonthe recipient'sbehavior.Because of this,
modernemail marketingisperceivedmore oftenasapull strategyratherthan a pushstrategy.
Advantages of email marketing:
Flexible design :
You can sendplaintext,graphicsorattach files - whicheversuitsyourmessage best.The designoptions
helpyouto conveyyourbusinessbranding.
Shareable :
It’seasyforpeople toforward,buildingyourreputationbywordof mouthor viral marketing.
Conversions :
People canclickonlinksandfollowyourcall toaction immediately.
Less intrusive:
Unlike telephone marketing, recipientscanreadyourmessage ata time thatsuitsthem.
Cost- effective:
The costs of email marketingcanbe much lowerthanmanyotherformsof marketing.There are noprinting
or mediaspace costs.
Environmentally-friendly :
Email marketingismuchbetterforthe environmentthandirectmarketingbypostal mail because nothingis
printed.
Disadvantagesof email marketing:
Spam:
Commercial emailor'spam' irritatesconsumers.If yourmessagesaren’ttargetedtothe rightpeople,the
recipientmaydeleteyouremail orunsubscribe.Youneedtomake sure thatyour email marketingcomplieswith
privacyand data protectionrules,andthatitis properlytargetedatpeople whowanttoreceive it.The 'click
throughrate' for untargetedemailsislikelytobe verylow.
Undelivered emails :
Poorlydesignedemailsmaynotgetdelivered.Emailsthatuse certainspamkeywordsinthe subject
headingorcontentof the email are likelytobe filteredoutbyemail softwareandinternetservice providers.If
youdon’tkeepyourmarketinglistsuptodate,you will findincorrectemailaddressesmeanyourmessages
won’treach the rightperson.
Design problems :
Your email mustbe designedsothatitappearsas it shouldacrossmultiple devicesandemail providers.
You may encounteratrade-off betweendesignandfunctionality.Some peopleopttoreceive text-onlyemails,
considerhowyourmessage will lookif thisisthe case.
Size issues :Filesneedtobe small enough todownloadquickly.Emailswithalotof imagesmaytake toolong
load,losingyouraudience’sinterest.
Radio advertisement:
These advertisements are the resultof abusinessora service providingavaluable consideration,
usuallymoney,inexchangeforthe stationairingtheircommercialormentioningthemonair.
In radioadvertising,thereare numeroustypesof commercialsthatanadvertisermightemploy,
similartohowbrands mightpursue differentprintadvertisingoptions(newspapervs.magazine,forexample) or
electronicadvertisingoptions(emailvs.social media).
Typesof RadioAdvertising:
Live read:
The ESPN RadioshowMike & Mike isa goodexample of aformat where youcanhear commercialsread
inreal-time online byaradioannouncer,a type of commercial alsoknownasa live read.Thistype of
advertisementismore effective withareallypopularon-airhostbecause advertisershope thatthe host'svoice
will carryextraweightwiththe show'saudience.
Sponsorship:
Many radio stationsimplementsponsorshipsforcertaintypesof radiosegments,suchastraffic,
weather,orsportsscoresduringhalftime of the biggame.Itwill generallysoundsomethinglike this:'Thishour's
weatherupdate broughttoyouby Beach Rentals.Call BeachRentals forall of yourvacationneeds.
Produced spot:
A producedspotcan eitherbe astraightread of your advertisingmessageora readthat incorporates
multiple voices,soundeffectsora jingle.A jingleisashort,catchy song aboutyour company.These typicallytell
listenerswhere tofindyourbusinessoryourproductsand can be funny,serious,or informative.
Advantages:
Cheap:
Radioadvertisingisrelativelycheapcomparedto printortelevision advertising,saysmarketing
consultantMike Brassil.Productioncostsare lower,youcanrenta cabinsoundfor a couple of hoursto make an
announcementpassable throughthe radio.Youalsohave topay lessforadvertisingtime toreachthe same
numberof people asyouwouldwitha TV or print ad.
The destination:
The wide range of offers,radioallowsyoutotargetyourmessage tospecific groups.Some stationsare
afterthe widestpossibleaudience,butmanypointtoniche markets,suchasadolescents,sportsfans,news
junkies,political conservatives,universitystudents,educatedpeople,orfansof anykindof music.Advertisinga
smallerstationcouldcostmore individual listener,buthave amuch greaterchance of reachinga demographic
target.
Portability:
The consultantof advertisingmediaGail Jordansaysthatradiois the onlymassmediumthatpeople use
while driving, cleanthe house ormowthe lawn.TV advertisingrequirespeopletositinfrontof theirTV,print
ads and webrequire focusedattentiononthe page or screen.Butyou can listentothe radiowhile doingother
things.
Disadvantages:
lack of permanence:
If an ad ina newspaperormagazine catchesyoureye,youcan crop and save,or at leasttake a picture
of it. With the adventof the DVR,includingtelevisionadvertisingyoucanrewindandwatch againif it attracts
the viewer’sinterest.Butradioadsare ephemeral:youhearthem, andthenitisgone.If youhave losta phone
numberor anyother detailsmentionedinthe notice,you’ll have towaittobe advertisedagain.
Half of the advert:
If yourad appearsimmediatelyafterahitsong,goodfor you.But what if comesamidan expanded
blockads – ads that directlistenerstochange the stationaftera couple of minutes?The stationsthatadvertise
30 or 45 minutesof nonstopmusicoffsetbylongchainsof trade,a barrage of messagesthatlistenersdonot
listentochanginga station.
Distraction:
This isthe otherside of portability.People canlistentothe radiowhile driving,andindoingsowill not
be able to act immediatelytolistentoadvertisements.Nobodyisgoingtostoponthe highway,forexample,to
entera number.Meanwhile,those wholistentothe radiowhile workingcanbe so focusedontheirtasksthan
everlogged.
Digital marketing

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Digital marketing

  • 1. DIGITAL MARKETING Internship project report Submitted to the department of information technology,SNIST in the partial fulfilment Of the academic requirements for the award of b.tech in information technology under jntuh By 16311A1291 Department of Information Technology Sreenidhi Institute Of Science And Technology (an autonomous institution) Yamnampet ,Ghatkesar Mandal,Medchal district,Hyderabad-501301
  • 2. DECLARATION I here by declare that, clear study on Digital Marketing is my work submitted to Sreenidhi Institute Of Science And Technology ( AUTONOMOUS),is a record of an original work doneby me . I here by declare that this report has not been submitted earlier to any University or Institution. InformationTechnology(IT) P.Durgeshwarreddy Secondyear
  • 3. ABSTRACT In this world of digitisation, digital marketing is a vogue that is sweeping across the whole world. The trend of digital marketing is growing day by day with the concepts of Internet marketing that is turning into an important platform of digital marketing along with the electronic gadgets like the digital billboards, mobile, tablets and smart phones, gaming consoles, and many such gadgets that help in digital marketing. Flipkart with its innovative digital marketing have created a niche market in online stores competing with the conventional stores showing the power of online marketing. The case study analyses how Flipkart.com has brought in an array digital and online marketing strategies to succeed and make it big in the digital marketing sector. Digital marketing is going to be top on the agenda of many marketers, and they might be looking for innovative ways to market online, reduce cost per lead, increase click-through-rates and conversion rates, and discover what’s hot in digital marketing.
  • 4. Table Of Contents Contents Page no Introductiontodigital marketing Typesof digital marketing Searchengine optimization Social MediaMarketing ContentMarketing SearchEngine Marketing Pay-Per-ClickAdvertising Affiliate Marketing Email Marketing
  • 5. Digital marketing: The marketing of products or services usingdigital channelsto reach consumers. The key objective is to promote brands through various forms of digital media. Digital marketingextends beyond internet marketing to includechannels thatdo not require the use of the internet. It includes mobilephones (both SMS and MMS), social media marketing,display advertising,search enginemarketing, and any other form of digital media. Example : One successful digital mediacampaignwasbyPizzaHut,whichcreatedan app that allowedcustomersto create theirownpizzaby draggingtheirchosentoppingsontoagraphical pizzabase.The iPhone wouldthen determine whichof the chain'sthousandsof locationsthe customerhappenedtobe nearest.The company advertisedthe newapponline,inprint,andontelevision - evenwinningaplacementinApple'sowniPhone commercial. Withintwoweeks,the PizzaHutapp wasdownloaded100,000 timesandwithinthree monthsiPhone usersordered$1m worthof pizza.The app now has millionsof usersacrossthe iPhone,iPad,andAndroid platforms.
  • 6. Types Of Digital Marketing:  SearchEngine Optimization(SEO)  Social MediaMarketing  ContentMarketing  SearchEngine Marketing(SEM)  Pay-Per-ClickAdvertising(PPC)  Affiliate Marketing  Email Marketing  Radioadvertising  Televisionadvertising
  • 7. Search EngineOptimization (SEO) The processof maximizingthe numberof visitorstoaparticularwebsite byensuringthatthe site appears highon the listof resultsreturnedbya searchengine. Searchengine optimizationorSEOinshort,is a setof rulesthatcan be followed bywebsite(orblog) ownerstooptimize theirwebsitesforsearchenginesandthusimprove theirsearchenginerankings. In addition,itisagreat way to increase the qualityof theirwebsitesbymakingthemuser- friendly,faster and easierto navigate. Search engine optimizationis essential because:  The majorityof search enginesusersare more likelytoclickon one of the top5 suggestionsinthe resultspages(SERPS),sototake advantage of thisand gain visitorstoyourwebsite or customersto your online store youneedto inthe toppositions.  SEO isnot onlyaboutsearch enginesbut goodSEOpractices improve the userexperience andusability of a website.  Users trustsearch enginesandhavingapresence inthe toppositionsforthe keywordsthe useris searching,increasesthe website’strust.  SEO isgood forthe social promotionof yourwebsite.People whofindyourwebsite bysearching Google or Yahooare more likelytopromote itonFacebook,Twitter,Google+orothersocial media channels. The SEO practicesadoptedbymarketerscanbe broadlyclassifiedintotwocategoriesi.e  On-Page SEO  Off-Page SEO.
  • 8. On-page: On- page SEOis the practice of optimizingindividual webpagesinordertorankhigher and earnmore relevanttrafficinsearchengines.On-page referstoboththe contentandHTML source code of a page that can be optimized,asopposedtooff-pageSEOwhichreferstolinksandotherexternal signals. Technical Suggestions:  301 Redirection (canonicalization)  CreatingHTML and XML sitemaps  Creationof Robots.txt  Duplicate Page:  Custom404 Page  Page SpeedOptimization KeywordsResearch:  IntroductiontoKeywordResearch  Businessanalysisprocess  Typesof Keywords  KeywordResearchMethodology  KeywordsplannerTools  Keyword ideas  CompetitionAnalysis  Finalizingthe KeywordsList  SearchVolume  KeywordsCompetition On Page Optimization:  SEO FriendlyURLs  Title Tag Optimization  Meta Tags Optimization  HeadersOptimization  Menu Optimization  FooterOptimization  Image Optimization  SEO ContentWriting  AnchorLinksOptimization
  • 9.  Social MediaIconsOptimization  Mobile Friendly  Website Compatibility  Internal LinkingOptimization  External LinkingOptimization  Contentchecking Google Analytics:  Traffic analysis Webmaster Tools:  Searchqueriesanalysis  Filteringsearchqueries  External Linksreport  Crawlsstats andErrors
  • 10. Off page: Off page SEO referstotechniquesthatcanbe usedto improve the positionof awebsite inthe search engine resultspage .  Directory Submissions  Local ListingsSubmissions  Classified Submissions  Classified Promotions  Search Engine Submissions(Vie search, Intelseek.com)  Social BookmarkingSubmissions  SubmissiontoPingingWebsites  Blog Directory Submission  Article Submissions  Article Promotions  BlogSubmissions ( Blogger & Wordpress)  Blog Promotions  RSSFeeds Submissions  Web 2.0 Site Submissions  Wiki Site Submissions  PressRelease Promotion  PhotoandVideo Sharing  Relevant ForumProfile Links & Participation  BusinessProfile PageCreation  Questions& Answers Submissions
  • 11. Advantages of SEO:  It's free  You can get targetedtraffic  You getpeople whoare activelylookingforanswers/solutions  You make to much money  SEO can helpyouwithbusinessgrowth  Increaseswebvisibility Disadvantagesof SEO:  It can be competitive  Therefore itcanbe slow  You needtocreate good contentthat people are actuallyinterestedin  You needtobe proactive inbuildinglinks  Google can come alongand shutoff your trafficwithan algorithmchange,whichgivesyouuncertainty.  SEO has no guarantee forresults  SEO providesyouno full control
  • 12. SocialMedia Marketing : The Social Ms has a strong focuson social mediamarketing.Sothatis where we are goingto start our list of typesof digital marketing.Social Mediacertainlyhasa rightfullyearnedplace inthislist. Social MediaMarketingis„the use of social mediaplatformsand websites topromote aproductor service. That meansall sharingof informationandengagementwithfollowers,fans,partnersorcompetitorson social mediaplatformswiththe goal of promotingyourproductsispart of digital marketing.Inessence,social mediamarketingisthe targeteduse of social mediaconversationstoincrease the awarenessforabrandor product. Best Social Networks for Advertising:  FacebookAdvertising  InstagramAdvertising  TwitterAdvertising  PinterestAdvertising  LinkedInAdvertising  SnapchatAdvertising
  • 13. Facebook Advertising: Facebookisthe universal social medianetwork. Withmore than 2 billionmonthlyusers,Facebookhostsoveraquarterof the world’spopulation, providingadvertiserswithanunparalleledopportunitytoreachvirtuallyanyone andeveryone.
  • 14. Advantages: If you’re tryingtopromote a business,social mediacanbe a huge help.Forone thing,yourcurrent and potential customersare alreadythere.Facebookalonehas 1.13 billion dailyactive users,andthat’sonlyone of the many platformsyoucanuse foradvertisingpurposes. Large Audience: In additiontoFacebook,Twitterhas 313 million monthlyactiveusers,Instagramhas 500 millionand Pinteresthasabout 110 million.Althoughyoudon’tneedtoutilize everysingle platform, creatingaccountson justone or two can give youexposure tomillionsof people aroundthe world. Free To Create: One of the biggestadvantagesof social mediamarketingisthatitis entirelyfreetostart.None of the largestplatformshave signupfeesof anysort,so the onlyinvestmentyou’llneedtomake isinthe formof time. That beingsaid,there are paidadvertisingoptionsonmostsocial mediaplatforms.These canbe a great tool for growingyourfollowingand reachingmore users,butare by nomeansmandatoryfor businesses. Encourages Sharing: Perhapsthe mostunique advantage of social mediaisthe abilitytogethelpfromyourfollowers.People love toshare thingswiththeirnetworks,fromphotosandrecipestointerestingarticlesandhotdeals. Unlike otherformsof Internetmarketing,likeyoursite andpaidadvertisements,contentonsocial media isoftenshared.Howeverwide yourreach,yourfollowerscanshare withtheirfollowers,whothenshare with theirfollowers,givingyouawiderreach(withlowercost) thana traditional marketingcampaign. IncreasesBrand Loyalty: In additiontoincreasingthe reachof yourbrand,social mediaalsoallowsyoutoincrease brandloyalty. Anda studyconductedbyThe Social Habit showsthat 53% of Americans whofollow brandsonsocial mediaare more likelytoremainloyal tothose brands. Social mediaismore than a salespitch.Instead,itfacilitatestwo-waycommunicationthatallowsyouto buildmeaningful relationshipswithcurrentandpotentialcustomers.Thismakesthemmore confidentintheir decisiontotrustyour business,anditencouragesthemtochoose yourbrandinthe future. UncoversValuable Insights : You can alsouse social mediatogain valuable informationaboutyourcustomersthatwill helpyou make smarterbusinessdecisions.Forexample,social listeningallowsyoutodiscoverhow people feel about your companyandbrand. With social listening,youcanuncoverconversationsaboutyourbusinessandanswer questionsaboutyourofferings.
  • 15. Disadvantages : Of course,social mediamarketingisn’twithoutitsflaws.Justasquicklyasuserscanshare yourcontent on social media,theycanchoose to share an unflatteringstoryaboutyouor your business. Social mediausershave free reintopostwhatevertheywant.Thismeansthatsatisfiedcustomerscan leave glowingreviewsonyourpages,butitalsomeansthat unhappyonescan leave angryrantsabout your business. Negative Feedback: Thisnegative feedbackcouldcome fromwithinyourownorganization.Disgruntledemployeeshave been knownto ventonsocial mediaaboutworkand theirbosses,whichmakesthe entirecompanylookbad. Potential For Embarrassment: It’seasyto get caughtup in social mediaandpostwhatevercomestomind,whichcanhave huge consequencesforanybusiness. Take,for example,whenDiGiorno Pizzanoticedthat“#WhyIStayed”wastrendingonTwitter,andjumped on boardwitha tweetthatread“#WhyIStayedYouhad pizza.”Thisdoesn’tsoundawful until youconsiderthat the hashtag wasbeingusedtodiscusswhyvictimsof domesticviolence stay inabusiverelationships. For companieswithalarge audience,mistakeslikethisdon’tgounnoticed.Thankstosocial mediausers’ quickreactionsandtendencytoshare,the tweetwasall overmajor mediaoutletswithinhours. Time Intensive: It takesa lotof time andeffortto maintainaninteractive social mediapresence.If youhave asmall team or limitedresources,itissometimesdifficulttodevote the neededresourcestosocial media. People have tomonitoreachsocial network,respondtoquestionsandfeedback,andpostvaluable updates.While some people mayviewthisasa drawback,investingtime intosocial mediacanhelpyour businesscreate lastingrelationshipswithcustomersthatwill keepthemcomingbackforyearsto come.
  • 16. ContentMarketing: Contentmarketingisthe art of usingstorytellingandvaluable informationtoincrease brandawareness withthe goal of gettingyourtargetaudience totake a profitable action.Contentmarketingaimsatbuilding relationshipswithpotentialcustomersand becomingapartnerrather thanan advertiser. Since ContentMarketingstronglyreliesoncontentdistribution,contentmarketingcanrarelybe seen totallyseparatedfromothertypesof digital marketingthatcanfill the contentdistributionpart. High-Performing Types of Content Marketing:  Blogs.  Videos  Infographics  Case Studies.  eBooks.  White papers.  Checklists.  Interviews.
  • 17. Blogs : Bloggingisone of the mostpopular typesof contentmarketing forsmall businesses.Andforgoodreason! Blogsare one of the bestwaysto improve SEO anddrive more organictrafficto your site fromthe search engines.Thiscanhelpyoumake the mostof yourlimitedmarketingbudgetbysupplementinganyadvertising withinboundcontent. Infact, accordingto Forbes,websitesthatinclude ablogtypicallyhave 434% more indexedpagesthanthose that don’t.Thismeansthat siteswithblogshave agreaterchance of endinguponthe firstpage of search engineslikeGoogle whenconsumerssearchforrelevantkeywords.Additionally,businesssiteswithblogshave 97% more inboundlinks,whichalsohelpswithsearchengine optimization. As youcan see fromthe graphicabove,there are a varietyof benefitsforbusinessesthatblogregularly. Notonlydoesblogginghelpimprove yoursearchengineoptimization,butit’salsoagreatway to build relationshipswithyourleadsandcurrentcustomers.The more valuablecontentyouprovide,the more likely your targetaudience will be toconsideryourbrandwhentheyare readytopurchase.Blogsare an effectiveway to provide value throughshort-formcontent. If you wantto use bloggingtoimprove yourcontentmarketing andgrow your business,you’llneedtostart witha strategythat includeswhichtopicsyouplantocoverinyour blog.Do some keywordresearchtosee what
  • 18. consumersare typingintothe searchenginestofindbrandslike yours.Then,considerwhatothertopicsor questionsmightbe relevantandcreate blog contentaroundthese topics. Videos: If you wantto remaincompetitiveinthe busydigital marketplace,it’svital thatyoufindaway to grab your target audience’sattentionandengage themquickly.Consumerstodayare viewingmore videocontentthan everbefore.Infact,one-thirdof all onlineactivityisspentwatchingvideocontent. Thisfact makesvideo one of the best typesof contentmarketing forreachingandengagingyourtargetconsumers,nomatterwhat industryyouare in. Videoisa greatcontentmarketingtacticfor small businessesbecause itprovidessuchanappealingreturnon investment.AccordingtoBrightCove,brandsthatuse videocanexpecttosee anaverage increase of 157% in organictrafficfrom searchengines.Videoalsohelpsincreasetime spentonsite by105%. The more time your customersspendonyourwebsite,the greateryourcompany’schancesof makingasale. Whenit comesdownto it,youjust can’tignore the powerof valuable videocontent. If you’dlike toharnessthe powerof videoyouwill need toconsiderwhattypesof contentandtopicswill appeal to youraudience most.Thiswill ultimatelydependonwhere youraudience isinthe buyer’sjourney.Shortand attention-grabbinginformationalvideoscanhelpyouengage consumersinthe awareness stage.While how-to videosandproductdemosare great for influencingpurchasingdecisionsamongconsumersinthe decision stages. Infographics: Infographics helpbusinesseseducate theiraudiencesandprovide useful informationthatcanadd value for leadsandcustomers.Thisvisual contentmarketingformathelpsviewersbettervisualize datasuchasstatistics so that theycan have a betterideaof whysomethingisvaluableorhow somethingworks.Here’sanexample of a compellinginfographicfromNYBrite,a home and office cleaningcompany: Thisinfographicexplainsdifferentelementsof carpetcleaningthatconsumersneedtobe aware of.Notice that the infographicisbrandedwithNYBrite’slogo. In thisexample, the cleaningcompanyiseducatingitsaudienceaboutdifferentfactorsinvolvedwithcarpet cleaningwhilesimultaneouslyexplainingthe benefitsof hiringaprofessional carpetcleaner.The infographic alsouseseye-catchingvisualsthatare relevanttothe topicand make iteasierforthe viewertounderstandthe informationthat’spresented. If your businesschoosestouse infographicstoattract andengage youraudience,considerwhichtopicsare best suitedforthisformat.Typically,anyinformationthatwouldbenefitfromavisual aidcan make an excellent infographictopic.Youcan use infographicstoexplainacomplicatedsubject,presentstatisticsthathelpothers understandthe value of whatyourbusinessprovides,orevenofferadiagramof yourproduct.
  • 19. Case Studies: Anotherone of the most valuable typesof contentmarketing isthe case study.Case studiesare basically customerstoriesthatillustrate howyourbusinesshashelpedaspecificclientorcustomerbecome successful. Businessescanuse case studiestohighlightspecial applicationsorusesfortheirservicesandproducts. Consumerslike case studiesbecause thistype of contenthelpsthembetterunderstandhow yourbrandcanadd value intheirlivesorbusinesses.Thoughyoucanprovide general applicationsorusesforyour productsor services,areal-life example isoftenmore valuableasithelpsyourbusinessbuildtrustwithnew leads. Case studiesare effectivebecause theyhelpleadsbetterunderstandhow yourbusinesscanhelpthem. If you planto use case studiesaspart of your contentmarketing,it’simportantthatyoucarefullyconsiderwhich of yourcustomersyouask to serve asa case studyexample.Strategicallychoose those customerswhoyour productsor serviceshave benefittedinasignificantway.Youalsowantto workwithcustomersorclientswho are willingtoprovide notonlytheirpermissiontobe usedas the subjectof the case studybutalso some quotes and statisticsthatillustrate howyourbusinesshashelpedthemsucceed. Case studiescanbe housedonyourcompanywebsite,butyoumayalsowantto use themin otherways.You can use case studyexamplesinyourblogs,eBooks,social postsandother typesof content.Yoursalesteammay alsowant to use these piecesof contentwhentalkingwithleads.Forinstance,if the new leadhassimilar characteristicsof a past customerwhoisfeaturedina case study,thenthe salespersonmaywantto provide the leadwiththe case studysothat theycan betterunderstandthe value yourbusinessmightprovide.
  • 20. eBooks: eBooksare an effective type of long-formcontentthatbusinessescanuse toprovide value fortheirleads and customers.The keywordhere isvalue.YoureBookshouldnotbe a5 to 10 page ad. Instead,itshould provide some type of useful informationandinsightforyourtargetaudience abouttheirneedsandchallenges. Like manyothertypesof contentmarketing,it’snotaboutsellingtoyouraudience,it’saboutbuildinga relationshipwithtargetconsumerssothattheytrustyour brandand come to you whenthey’re readytomake a purchase. eBooksare one of the best typesof contentmarketing forcollectingleadinformation.That’sbecause they are typicallygated,whichmeansthatvisitorsmustprovide some type of informationaboutthemselvesin exchange forthe eBookdownload. Thisis an example of whatourdigital marketingeBookpromotionlookslikeonaour site. It’simportantto note that eBooksrequire abitmore of an investmentthansome other typesof content marketinglike blogsorsocial posts.Theyare longerandmore involvedtocreate.However,don’tletthisscare youoff from creatingan effective eBook.The leadsthatyouwill generatethroughthispiece of gatedcontent will provide anattractive returnoninvestmentthatwill make anytime ormoneyyouinvestintothe project worthwhile inthe end. White papers: White papersare similarto ebooksina lotof ways.The whitepaperisanothertype of long-formcontent that can be effective asaleadmagnet.However,the maindifference betweenebooksandwhite papersisthat white paperstendtobe a bitmore information-dense,data-driven,and detail-focused.Thismakeswhitepapers one of the best typesof contentmarketing forB2B and othersmall businessesthatwanttobuildthought leadershipandgainmore respectintheirindustry. One of the greatestbenefitsof white papersisthattheycan helpyoursmall businessgatherinformation aboutnewleads.Accordingtoa 2017 DemandGenreport,76% of buyerssurveyedsaidtheywerewillingto share informationaboutthemselveswithabusinessinexchange forawhite paper.Thisinformationthat consumersshare withyourbusinessnotonlygivesyoubetterinsightintoyourtargetaudience butprovidesa wayfor you to keepintouchwitha leadlongaftertheyhave downloadedthe content. If you wantto take advantage of the opportunitytocollectleadinformation,you’ll needtoensure that your white paperisgated.Here’sanexample of whatthatmightlooklike: Your whitepapercanbe a piece of gatedcontentthatrequiresthe leadtoprovide informationabout themselvesbefore theydownloadthe content. Notice thatthe landingpage contentwascreatedspecificallyforthiswhite paperdownload.The landing page tellsthe readerwhattheycan expecttoget fromthe piece of content.While the leadformasks for informationthatwill helpthe companybetterunderstandwhothe leadisandwhattheymightneed.
  • 21. Checklists: Checklists are atype of worksheetthatprovide alistof thingstodo ina step-by-stepprocessinorderto achieve some type of desiredoutcome.These are greatcontentassetsforsmall businessesbecausetheyare easyto create and promote,yetstill provideasignificantvalue forthe targetaudience. In orderto betterunderstandhowthistype of contentmarketingworks,let’stake alookat an example checklistfromanHVACcompany: ThischecklistfromOne HourHeating& AirConditioningprovideshomeownerswithvaluable information theyneedtomake smarterdecisionsabouttheirHVACservice. The checklistabove providesalistof actionsthathomeownersshouldtake regardingtheirHVACsystem. The checklistiseasyto readand follow,anditprovidesvaluable informationtohelpthe company’starget audience make smarterdecisionsabouttheirHVACmaintenance.Thisisagreat example of whatachecklist shouldbe as itfocusesonprovidingvalue forthe reader. Afteryou’ve createdachecklistona relevanttopic,youcanshare your checklistsonsocial mediaoreven incorporate themintoa blogpost.The more you share and repurpose yourchecklistcontent,the more value your businessgetsoutof the investment. Interviews: Interviewswithindustryexpertsorevenyourowncustomersare anotherone of the mosthigh- performingtypes of contentmarketing.Interview contentprovidesvaluable informationforyoursite visitors that can helpthembetterunderstandtheirchallengesandneeds.Nottomention,itisa greatway to position your companyas an expertinthe industry. There are a fewdifferentwaysthatyoucan use interviewsaspartof your digital marketingcampaigns: Host a live interview throughawebinarorlive streamlike FacebookLive. Recordinterviewcontentandmake itavailable onyoursite andthroughYouTube. Create writteninterviewcontentonyourblog. Seekoutopportunitiestobe interviewedbythird-partysources. The keyto leveraginginterviewcontentismakingsure thatthe material will provide some type of value foryour target audience.Chooseinterview subjectsthatcanofferuseful insightandinformationonthe topicsthat mattermost to yourleadsandcustomers.
  • 22. Advantages : Build brandawareness, trustandloyalty : People consumingyourcontentwillstarttobuildanimpressionof yourbrand.Publishinginformative,well- researchedcontentmeansyourbusinesswillbe seenasauthoritative andtrustworthy.The more youraudience relyon youfor information,the more likelytheywill be tobuyfromyou. Reachan audience whomay avoid ads : Using contentratherthan traditional advertisingcanhelpyoureachpotential customerswhomayuse ad blockingsoftware oractivelyavoidorignore traditional advertising. Keep costs down : There are no mediaplacementcostsandmost workcan be done in-house sospendcanbe keptlow. Increase traffic andconversions : Qualitycontentdrawsyouraudience toyourwebsite,boostingwebtraffic.Once theyare onyour site,you can persuade themtoregisterormake a purchase (ie convert). Support your other marketing tactics –: Good contentisimportantforthe successof manyothermarketingtactics,suchas searchengine optimisation,social mediaand publicrelations. Disadvantages : The benefits aren’t immediate : Contentmarketingcanbe a longprocess.There isnormallya periodof trial anderror to discoverwhatworks bestbefore yousee results. Skills andresource: Contentmarketingcanbe time-consuming.Youneedtocreate content,publishitacrossyourmarketing channelsandanalyse the impact.Tocreate certainkindsof contentsuchas infographicsandvideos,youmay needtooutsource or developyourin-house skills. Finding content ideas : Itcanbe trickyto come up withideasforeffective new topicsandformats.Thiswill become easierasyou go alongand can analyse the impactof previouscontent.
  • 23. SearchEngineMarketing (SEM) : Searchengine marketing(SEM) isaform of Internet marketingthatinvolvesthe promotionof websitesby increasingtheirvisibilityinsearchengine resultspages(SERPs)primarilythroughpaidadvertising. While SEOdescribesthe processof gettingunpaidtrafficfromsearchengines –SEM referstothe paid trafficfromsearch engines.The mostcommonformof searchengine marketingisprobablyGoogleAdwordsfor the simple reasonthatGoogle isbyfar the mostusedsearchengine. In SEM the marketerusuallypaysthe searchengine apredefinedamountof moneyforshowinga marketingmessage atvariousplaceswithinthe searchresultsforspecifiedkeywordsorphrases. SEM isa form of Pay-Per-Clickadvertising. Difference Between SEM and SEO: SEM isa broaderterm thanSEO. Where SEO aimsto provide betterorganicsearchresults,SEMusesthe searchenginestoadvertise yourwebsite orbusinesstoInternetcustomersand sendamore targetedtrafficto your Website. For example,whenpeopleuse asearchengine toquery"fashionhandbags,"the organicsearchengine resultsiswhere SEOtechnologiescanassistyourwebsite inbeingmore visible.The paidadvertising,or sponsoredlinksare the onesprominentlydisplayedabove orbeside the organicsearchresultsisaproductof SEM. SEO and SEM are not competingservices.SEOisconsideredasubsetof SEMservices.If youwantto conduct businesson the Internetyouneedtobe visible inbothorganicandadvertisedlinks,whichmeansa small businessneedsbothSEOandSEM.
  • 24. Advantages of SearchEngine Marketing: The mainbenefitisthatfact that more people willuse searchenginestofindsomethingthananything else.Youneedtohave a good presence onthemtobe able to gainthe customerbase andsome income. There isno needtospenda lotof moneyonusingsearchengine marketing;itispossible todoeverything yourself withinyourowntime.All youneedtodoissearchfor keywordsthatlinktothe contentthat youare writingandfitthemintothe piece naturally.However,itisoftenworthspendingasmall amountof moneyon booksto helpimprove youroptimizationcapabilities. Thismarketingoptioncanbe usedwitha varietyof otherones,includingthe use of article marketing, social mediamarketingandevenvideomarketing.Itisalsoverywell usedwithbacklinks,tohelpwiththe creationof one-waylinkstoyourwebsite. Disadvantagesof Search Engine Marketing: The downside isthatittakestime to buildthe reputation.Itcan oftentake monthstosee a slightincrease inthe page rankingandit will take yearstoget to the highestlevelpossible. It is alsoextremelytime consuming.Youconstantlyneedtocheckback to see how yourwebsite isdoing. There are timesthatyouwill needtochange the keywordsthatyouuse and thenchange the layoutof the site to make it more optimizationfriendly. You will notnecessarilyknow the bestwaytogetyourwebsite tothe topspot butthere are expertsthat can helpyou.However,hiringanSEOfirmto helpyouwithyourcontentwill meanspendingmoney fromyour marketingbudget.
  • 25. Pay-Per-ClickAdvertising(PPC): Pay-per-click(PPC),alsoknownas costperclick(CPC),isaninternet advertisingmodelusedtodirecttraffic to websites,inwhichan advertiserpaysapublisher(typicallyawebsite ownerora networkof websites) when the ad is clicked....However,websitescanofferPPC ads. SimilartoSEM otherformsof PPC advertisingalsodescribe marketingmethodswhere the marketerpays for eachclickon a linkto a website.Apartfromsearchengines,almostall social networksofferthe opportunity for PayPer Clickadvertising.These adsthenappearinthe feedof the targetedsocial mediausers. The average cost perclickin Google AdWords isbetween$1 and $2 onthe searchnetwork.The average CPC onthe DisplayNetworkisunder$1.The most expensive keywordsinAdWordsandBingAdscost $50 or more per click. Working:  Choose one or more PPC providers accordingtoyour businessmodel  Target particulardemographicsaccordingtoyourmarketingstrategy  Define keywords thatbestdescribe yourproductorservice  Bidan amount perclickon eachkeywordthatyou feel willgive yourad an advantage overyour competitors - thisisknownas the cost perclick or simplyCPC  Create small adsto specificationandsubmitthese toyourPPCprovider  Pay yourPPCprovideryourbidprice for that keywordeachtime aninternetuser clicksonyourad.
  • 26. Advantages of pay-per-clickadvertising: Cost effective: Because youonlypay whena useractuallyreachesyourwebsite,itcanbe goodvalue formoney.Youcan choose to spendasmuch or as little asyoulike. Targeted : Youcanchoose youraudience accordingtodemographicslike location,language anddevice Measurable : PPCcampaignscanbe set upto carefullymeasure effectiveness.Youcan determineexactlyhowmuch your returnoninvestmentis. Customisable: As yourun your campaigns,youcan make manysmall adjustmentstoimprove basedonwhatworksbest. Training resources : There are many(oftenfree) online coursesandtrainingmaterialstohelpyoudevelopyourskills. Fast : Youwill seethe impactof yourPPCeffortsalmostimmediately.Organicsearchengine optimisation(SEO) tactics can take monthsto make a difference. Disadvantages of pay-per-click advertising: Time investment: You can’t justsetup yourPPC campaignsandleave them.Youneedtoinvesttime intooptimisingand improvingtogetthe bestresults. Skills required : It can take some practise to setup effective campaigns.Manybusinesseschoose touse aspecialist agency. Costscan quickly addup : If you aren’tmonitoringandoptimisingyourcampaignstomake sure yougeta returnon investment, moneycouldbe wasted.Youwill needtoallocate budgetforPPCcampaigns,unlike SEOtacticswhere the investmentistime andskills. Clicksandvisits don’t always lead tosales : You will needtoconvince the userto‘convert’once theyreachyourwebsite.
  • 27. AffiliateMarketing : Affiliatemarketingisthe processof earningacommissionbypromotingotherpeople's(orcompany's) products.You finda productyou like,promote ittoothersandearna piece of the profitforeach sale thatyou make. Affiliatemarketingisaperformance-basedtype of digitalmarketing.IncontrasttoPPC advertisingwith affiliate marketing,the advertiserdoesnotpayfortrafficbut ratherfor conversions.The ratesare usuallyhigher but the riskon the side of the advertiserare limitedsincehe onlypaysforconversions. Affiliate marketingispopularwithbloggersandhigh-trafficwebsite ownerswhomake moneyfromselling otherpeople’sproductstotheiraudience. Types Of Affiliate Marketing:  Pay PerClick(PPC).  Pay PerPerformance (PPP).  oPayPer Sale (PPS).  oPayPer Lead(PPL).  Single-Tier  Two-Tier  Multi-Tier
  • 28. Pay Per Click (PPC): Pay PerClickis the mostpopulartype of affiliate marketingforaffiliateswithlittlewebsites,andmost likelythe mostconvenientwayforthemto earnmoney.Inthisaffiliate marketingtype,the merchantpayshis affiliate wheneveravisitorisreferredto hissite,thatiswheneversomeoneclicksthroughthe merchant's banneror textadvertisements.The affiliate makesmoneyaparticularquantityevenif the visitorhe referred doesnotpurchase anythingfromthe merchant'swebsite.CommonfeesforPPCaffiliate programsare small, generallynotexceedingadollarforeveryclick. Pay Per Performance (PPP): PPPaffiliate marketingisthe mostpopularamongstmerchantandis alsothe most financiallyrewarding type for the affiliates.Inthistype of affiliate program, the merchantonlypaysthe affiliatewheneverhisreferral equatesintoanaction-- thatis wheneverthe visitorhe hasreferredinfactpurchasessomethingfromthe merchant'ssite or whenthe visitorendsupbeingalead.Thisimpliesagreatdeal of cost savingsforthe merchant.Onthe otherhand,it endsupbeingthe mostrewardingtype forthe devotedaffiliate,for commissionsinPPPaffiliatemarketinggenerallycomesinthe varietyof 15 % to 20 % of the actual itemsales. Pay-per-performance affiliate marketingcanbe additional categorizedintotwopopulartypes:pay-per- sales(PPS) andpay-per-lead(PPL). oPay Per Sale (PPS): In a pay-per-saletype of affiliate marketing,the merchantspaythe affiliate aparticularcharge whenever the visitorhe has referredtothe merchant'ssite infact purchasessomethingfromthe merchant'ssite.Affiliates are typicallypaidoncommissionbasis,althoughothermerchantswouldopttopaya fixedcharge.But no matter exactlywhatthe basisof the charge is,it isusuallygreaterthanthe fee paidto affiliatesinapay-per-click affiliate program. oPay Per Lead(PPL): The pay-per-leadkindof affiliatemarketingisasmall variationof the PPStype and isfrequentlyusedby insurance andfinancingbusinessandothercompanieswhorelyonleadsfortheircompanytogrow.Inthistype of affiliatemarketing,the affiliate ispaidwheneverthe visitorhe referredtothe merchant'ssite fillsan applicationoranycomparable kindassociatedtothe businessof the company.Compensationforthiskindof affiliate marketingisbasedona takencare of fee whose ratesapproximate thatof the takencare of charge in the PPStype.
  • 29. Advantages : 1.Merchants gaina widerplace tosell theirproductsandservices,resultinginmore customersandmore sales. 2. Merchants can gain more customerswithoutspendingvaluabletime insearchingforthem. 3. Programs that track compile statisticsfromaffiliate sitesprovidereliable andcurrentclientbehavioron trendsand demandsatno extracost. 4.It doesnot require asizeable investmentonthe partof the affiliate. 5. An affiliate marketerenjoysthe luxuryof beinghisownbossandworkon hisowntime.He can workonlyfor a fewhoursor more andgenerate income 24/7 wherever he maybe locatedinthe worl 6,.For clients,theydonothave to drive all the wayto the merchant'sstore or retailertophysicallybuythe productor engage the servicesof aservice provider. Disadvantages: 1. There is the possibilitythatsome merchantsmayincurhighcommissioncostsandcostlysetupand maintenance feesdue toaffiliate facilitators/brokers. 2. Unscrupulousanddishonestmerchantsmayarbitrarilyclose downprogramswithoutinformingthe affiliates and withoutpayingcommissions. 3. Merchants may promise highcommissionstoattractnew affiliatesthendropcommissionratesafteraweek or two. 4. Link hijackerscanhijackaffiliatelinksandgetpaidfor the commissionsinstead. 5. There are alsofalse advertising,unlawfuluse of trade names,logos,orbrands.
  • 30. EmailMarketing: Email marketingisthe targetingof consumersthrough electronicmail (email).Oftenassociatedwith data mining, email marketingcanbe usedtoimpact consumersina varietyof ways.Ingeneral, email marketingisa more evolved,digital formof traditional directmail marketing. Email marketingisone of the bestconvertingmarketingchannels.Bysendingregularupdatesto your email subscribersyoucanbuildandnurture a relationship.Byprovidingvaluewithyouremail updatesyou can buildtrust– eventually,you will be able toturna percentage of youraudience intocustomers. TypesOf Email Marketing: Direct emails: Direct email involvessendinganemail solelytocommunicate apromotional message (forexample, a special offerora product catalog).Companiesusuallycollectalistof customeror prospectemail addressesto senddirectpromotional messagesto,ortheyrenta listof email addressesfromservice companies.Safe mail marketingisalsoused. Mobile email marketing: Email marketingdevelopslarge amounts[vague] of trafficthroughsmartphones andtablets. Marketersare researchingwaystoadvertise tomore usersandto make themview advertisingforlonger. However,the rate of deliveryisstillrelativelylow due tobetterfiltering-outof advertisingandusershaving multiple email accounts fordifferentpurposes.Becauseemailsare generatedaccordingtothe trackedbehavior of consumers,itispossible tosendadvertisingwhichisbasedonthe recipient'sbehavior.Because of this, modernemail marketingisperceivedmore oftenasapull strategyratherthan a pushstrategy.
  • 31. Advantages of email marketing: Flexible design : You can sendplaintext,graphicsorattach files - whicheversuitsyourmessage best.The designoptions helpyouto conveyyourbusinessbranding. Shareable : It’seasyforpeople toforward,buildingyourreputationbywordof mouthor viral marketing. Conversions : People canclickonlinksandfollowyourcall toaction immediately. Less intrusive: Unlike telephone marketing, recipientscanreadyourmessage ata time thatsuitsthem. Cost- effective: The costs of email marketingcanbe much lowerthanmanyotherformsof marketing.There are noprinting or mediaspace costs. Environmentally-friendly : Email marketingismuchbetterforthe environmentthandirectmarketingbypostal mail because nothingis printed. Disadvantagesof email marketing: Spam: Commercial emailor'spam' irritatesconsumers.If yourmessagesaren’ttargetedtothe rightpeople,the recipientmaydeleteyouremail orunsubscribe.Youneedtomake sure thatyour email marketingcomplieswith privacyand data protectionrules,andthatitis properlytargetedatpeople whowanttoreceive it.The 'click throughrate' for untargetedemailsislikelytobe verylow. Undelivered emails : Poorlydesignedemailsmaynotgetdelivered.Emailsthatuse certainspamkeywordsinthe subject headingorcontentof the email are likelytobe filteredoutbyemail softwareandinternetservice providers.If youdon’tkeepyourmarketinglistsuptodate,you will findincorrectemailaddressesmeanyourmessages won’treach the rightperson. Design problems : Your email mustbe designedsothatitappearsas it shouldacrossmultiple devicesandemail providers. You may encounteratrade-off betweendesignandfunctionality.Some peopleopttoreceive text-onlyemails, considerhowyourmessage will lookif thisisthe case. Size issues :Filesneedtobe small enough todownloadquickly.Emailswithalotof imagesmaytake toolong load,losingyouraudience’sinterest.
  • 32. Radio advertisement: These advertisements are the resultof abusinessora service providingavaluable consideration, usuallymoney,inexchangeforthe stationairingtheircommercialormentioningthemonair. In radioadvertising,thereare numeroustypesof commercialsthatanadvertisermightemploy, similartohowbrands mightpursue differentprintadvertisingoptions(newspapervs.magazine,forexample) or electronicadvertisingoptions(emailvs.social media). Typesof RadioAdvertising: Live read: The ESPN RadioshowMike & Mike isa goodexample of aformat where youcanhear commercialsread inreal-time online byaradioannouncer,a type of commercial alsoknownasa live read.Thistype of advertisementismore effective withareallypopularon-airhostbecause advertisershope thatthe host'svoice will carryextraweightwiththe show'saudience. Sponsorship: Many radio stationsimplementsponsorshipsforcertaintypesof radiosegments,suchastraffic, weather,orsportsscoresduringhalftime of the biggame.Itwill generallysoundsomethinglike this:'Thishour's weatherupdate broughttoyouby Beach Rentals.Call BeachRentals forall of yourvacationneeds. Produced spot: A producedspotcan eitherbe astraightread of your advertisingmessageora readthat incorporates multiple voices,soundeffectsora jingle.A jingleisashort,catchy song aboutyour company.These typicallytell listenerswhere tofindyourbusinessoryourproductsand can be funny,serious,or informative.
  • 33. Advantages: Cheap: Radioadvertisingisrelativelycheapcomparedto printortelevision advertising,saysmarketing consultantMike Brassil.Productioncostsare lower,youcanrenta cabinsoundfor a couple of hoursto make an announcementpassable throughthe radio.Youalsohave topay lessforadvertisingtime toreachthe same numberof people asyouwouldwitha TV or print ad. The destination: The wide range of offers,radioallowsyoutotargetyourmessage tospecific groups.Some stationsare afterthe widestpossibleaudience,butmanypointtoniche markets,suchasadolescents,sportsfans,news junkies,political conservatives,universitystudents,educatedpeople,orfansof anykindof music.Advertisinga smallerstationcouldcostmore individual listener,buthave amuch greaterchance of reachinga demographic target. Portability: The consultantof advertisingmediaGail Jordansaysthatradiois the onlymassmediumthatpeople use while driving, cleanthe house ormowthe lawn.TV advertisingrequirespeopletositinfrontof theirTV,print ads and webrequire focusedattentiononthe page or screen.Butyou can listentothe radiowhile doingother things. Disadvantages: lack of permanence: If an ad ina newspaperormagazine catchesyoureye,youcan crop and save,or at leasttake a picture of it. With the adventof the DVR,includingtelevisionadvertisingyoucanrewindandwatch againif it attracts the viewer’sinterest.Butradioadsare ephemeral:youhearthem, andthenitisgone.If youhave losta phone numberor anyother detailsmentionedinthe notice,you’ll have towaittobe advertisedagain. Half of the advert: If yourad appearsimmediatelyafterahitsong,goodfor you.But what if comesamidan expanded blockads – ads that directlistenerstochange the stationaftera couple of minutes?The stationsthatadvertise 30 or 45 minutesof nonstopmusicoffsetbylongchainsof trade,a barrage of messagesthatlistenersdonot listentochanginga station. Distraction: This isthe otherside of portability.People canlistentothe radiowhile driving,andindoingsowill not be able to act immediatelytolistentoadvertisements.Nobodyisgoingtostoponthe highway,forexample,to entera number.Meanwhile,those wholistentothe radiowhile workingcanbe so focusedontheirtasksthan everlogged.