Digital marketing crash course
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This document provides an overview of digital marketing in 3 sentences or less: Digital marketing involves promoting products, services, brands, or individuals using electronic media and the internet. It includes tactics like search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and more. The document then discusses various digital marketing channels and tactics in more detail.
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Digital marketing crash course
- 1. Digital Marketing-Crash Course Copyright @Talenteye Academy
- 2. Disclaimers Copyright @Talenteye Academy -This is not a demo class, rather an actual training - Digital Marketing can never be learnt in 3 hours -This crash course offers only basic idea NOT & NEVER in depth
- 4. What is Digital Marketing Website Forums Blogs / News Portals Online Advertisement Content and Keywords W3C Compliance Accessibility Technical Compliance Pay Per Click Affiliate Search Campaigns Display Campaigns Social Campaigns Brand Awareness Opportunity Online Voice Conversation with your customer Advertising Newsletter Retention Promotion Digital Marketing Email Marketing PPC Marketing SE0 Link Buildin Online Presence Digital Marketing Online Presence SEO / Link Building PPC Marketing Social Media Marketing Email Marketing -The promotion of products/services and even brands or individuals via one or more forms of electronic media/ digital media or internet - Digital Marketing is also known as Online Marketing, Internet Marketing or Web Marketing) Copyright @Talenteye Academy Web Analytics
- 5. This is the age of the empowered customer Customer expectations of service, price and delivery are soaring. Customers now have unlimited access to information and can instantly share it with the world Social networking and mobile commerce have dramatically changed the dynamic between buyer and seller. 155 million Number of tweets sent via Twitter each day 75% Percentage of people who believe companies don’t tell the truth in advertisements $93 billion Amount in sales missed due to out of stock inventory Get it now or go elsewhere! Copyright @Talenteye Academy
- 6. Why Digital Marketing •Targeting - Brand’s New Best Friend, brands can easily interact with their existing audiences and reach more people in a way that’s more personalized than ever before. •Transparent – Each stage of the funnel can be tracked •Empowering - gives consumers a voice that in the past was a mumble, as well as it gives marketers access to data which provides insights •Reach - the opportunity to connect directly with people, it also creates a ripple effect among its users. •Price - Affordable when compared to traditional media Copyright @Talenteye Academy
- 7. Know Digital Marketing • Who are stakeholders? – Customers (Potential and Existing) – Partners – Investors – Employees • When to execute digital marketing? – Brand visibility/salience – Leads/opportunities – Generate loyal customers/advocates – Customer care – Promotions / new product or service launches – Feedback – Increase website traffic Copyright @Talenteye Academy
- 8. Funnel: Digital Marketing Generate traffic from various sources Convert this traffic into sales Q. What defines this funnel? Sales Social SEM SEO Copyright @Talenteye Academy
- 9. Customer Engagement Awareness Trial Purchase Repeat Purchase Evangelist Marketing is meant for all stages of this customer life cycle Copyright @Talenteye Academy
- 10. Global Digital Snapshot Copyright @Talenteye Academy
- 11. 2018- An Internet Minute Copyright @Talenteye Academy
- 14. Indian ad spent on Digital Copyright @Talenteye Academy
- 15. Indian Ad Spent- Asia Prospective Copyright @Talenteye Academy
- 16. What is Integrated Digital Marketing? Copyright @Talenteye Academy
- 17. Search Funnel Copyright @Talenteye Academy Searches • No. of times the phrase was searched in a month • Fetch from Adwords Impressions • No. of times your site was shown in the SERPs • Fetch from GWMT • Impression Share as a performance metric Clicks • No. of times visitors click and visit your site • Fetch from GWMT or GA • Click Through Rate as a performance metric Conversions • No. of times the purpose of the site was met • Fetch from GA • Landing Page Conversion Rate as a performance metric
- 18. What makes a website? Copyright @Talenteye Academy
- 19. Creating a Website Copyright @Talenteye Academy On Wordpress CMS - Get your domain name - Get hosting You are ready to go!
- 21. What are search engines? Copyright @Talenteye Academy Some fine examples Google Bing Yandex- Russia Yahoo Baidu- China Local Search engines are sites which index the content present on other websites and make this content searchable for a user
- 22. How Search engine works ? Copyright @Talenteye Academy
- 23. Watch this Copyright @Talenteye Academy YouTube – https://www.youtube.com/watch?v=BNHR6IQJGZs
- 24. What are keywords? Copyright @Talenteye Academy •Key words are search phrases which people use •E.g. buy mens formal shirts online, good Chinese restaurants, Digital marketing training
- 25. So what does the SEO involve? Copyright @Talenteye Academy 1) On Page optimization - This is where we have complete control - We change our own site to match the keywords we want to target 2) Off Page optimization - This is where we need time and good content and relationships - Link oriented and focus on citations
- 26. What does on-page optimization involve? Copyright @Talenteye Academy • PAGE TITLE • URL STRUCTURE • HEADINGS • CONTENT • SITEMAP.xml • ROBOTS.txt • ALT TEXT FOR IMAGES • ANCHOR TEXT • DO FOLLOW & NO FOLLOW TAGS • META TAGS
- 27. Google Search Console Copyright @Talenteye Academy Webmaster Tool is a mode of communication between you the webmaster and the search engine - Notifications about Search engine updates - Updates about how the search engine views your site - Potential warnings about your site (malware, virus, 404s, service downtime)
- 28. SEO- Off Page Optimisation Copyright @Talenteye Academy Off Page SEO Is All About Link Building •Directory Submission •Article marketing •Press Releases •Social Bookmarking •Forum •Blogger outreach programs •Local business directories •Google Maps (Local SEO) •Link Farms- Link Chains- Link baiting •Paid reviews
- 29. Analyze Data- Google Analytics Copyright @Talenteye Academy • Who to compare the data with? • Data can be interpreted in different ways – e.g., Pages/Visit • It’s not always about statistical analyses - Data can be inspected - Visualizations to help analyze data Define Goals Build KPIs Collect Data Analyze Data Test Alternatives Implement SHOW LIVE ON DASHBOARD
- 30. PPC or SEM? SO Confusing? Copyright @Talenteye Academy Google AdWords - Search Ad (SEM) - Display Ads - Remarketing Ads - Video Ads - UACs Social Media Ads - Facebook - Instagram - Twitter - LinkedIn •They are brothers •PPC is a model •SEM is a channel using PPC
- 31. Social Media Copyright @Talenteye Academy
- 32. Tools- Tried & Tested Only Copyright @Talenteye Academy 1. SEMRush 2. Ahref 3. Canva 4. Google Analytics 5. Google Tag Manager 6. Bit.ly 7. Buffer 8. OptIn Chatbot 9. GKPT 10.Keywordtool.io 11.Buzzsumo 12.Instapage 13.Google webmaster/Search Console 14.Grammarly
- 34. Special Offer Copyright @Talenteye Academy Flat 15% off on course fee Fee- Rs 25,000/-
- 35. Thank You Copyright @Talenteye Academy