The document discusses various aspects of digital marketing such as search engine optimization (SEO), pay per click (PPC) advertising, email marketing, online advertising, and social media marketing (SMM). It provides an overview of each topic, explaining concepts like how SEO works to increase search engine rankings, how PPC is based on bidding for keywords and paying when ads are clicked, and how social media can help build a brand and loyal customer community. The goal of digital marketing is to increase sales, brand loyalty, and customer satisfaction through targeted digital strategies and measurable online campaigns.

1. Rohit Sinha
Date- 9th May 2016
DIGITAL MARKETING

2.  Introduction to Digital Marketing.
 Search Engine Optimization(SEO)
 Pay per click(PPC)
 Email Marketing
 Online Marketing
 Social Media Marketing(SMM)
AGENDA

3. What is Digital Marketing ?
 Digital marketing -The marketing of products or services using digital technologies,
mainly on the internet, but also including mobile phones, display advertising, and
any other digital medium.
DIGITAL
MARKETING
SEO
EMAIL
ONLINE
AD
PPC
SMS
SOCIAL
MEDIA
Communicate with
audience through

4. Objective of Digital Marketing
 builds your BRAND
 drives brand LOYALTY
 increases SALES
 puts the customers in CONTROL
 provide CONVENIENCE
 increase SATISFACTION
 reduce the SALES COST
 provides targeted RESULT
 it is MEASURABLE

5. 1. SEARCH ENGINE OPTIMISATION
SEO is a process of affecting the visibility of a website/webpage so that it
appears in the search result more frequently in order to receive more users
and convert it into prospective customers.
Digital Marketing Strategies

6. SEO objective

7. How SEO Works
 What happens when we do a web search?
 When we do a Google search, a software program called “SPIDER”, start working by
fetching a few web pages then it follows the links on those pages and fetch the pages
they point to and so on....until it has indexed a big chunk on the web.
For example if we want to search How fast a cheetah can run, I will be typing
“Cheetah running speed” the software searches Google index to find every page that
includes all the search terms typed during searching.
 How does Google decide which doc i want to see?
 This is done by asking few questions like:
 How many times your page contains these words
 Do the word appears in the title
 Does the page contains the synonyms for those words
 If the page is a quality page or not
 What is the page rank
 How many outside links points to this page
Finally it combine all these factors together to produce each page overall score and
send back to our search result

8. SEO CATEGORIES
On-Page SEO, refers to all the things that you can do ON your website to help you
rank higher, such as page titles, internal linking, meta tags & descriptions, etc
On-Page SEO, depends upon several deciding factors like
 Page Content: The content of a page is very important, as the user sees it first and
is thus extremely important to the search engines. Good content must supply a
demand and must be linkable.
 Title Tag: Title tags define the title of a document, these are meant to be an
accurate and concise description of a page's content.
 URL: Good URL structure http://www.dmoz.org/Games/Video_Games
Bad URL structure http://www.imdb.com/title/tt0468569/

9. 9
• Off page SEO, refers to techniques that can be used to improve the position of a
web site in the search engine results page (SERPs).
Unlike On- page SEO, Off-page SEO refers to activities
outside the boundaries of the webpage.
• The most important are:
a) Link Building- By building external links to your website you are gathering crowd.
For example if someone likes a page and references it from his/her website or
blog, then this is like telling search engines that this page has good information.
b) Social Media- This helps to extend your network online, get connect with your
friends, share things with each other, and promote your company/website to build
an online reputation by blogging, forum posting, photo sharing, video promotions,
article submission.
c) Search Engine Submission: Submit your website to the most popular search
engines like Google, Yahoo, MSN, bing etc. to get listed for free.

10. 2. PAY PER CLICK
PPC is an auction, where each advertiser bid against each other to show up on the
top spot of a search engine in order to get you see their website.
PPC is a fast and cost-effective form of Online Advertisement that
allows you to generate highly qualified traffic to your website. It’s a model of Digital
Marketing where you pay fees only when your ad are clicked.
Digital Marketing Strategies

11. PPC work structure
 Taking example of GOOGLE search engine, When a person clicks on the ad's, the
advertiser is charged by GOOGLE. These ad’s are highly targeted towards certain
KEYWORDS, which are very crucial for a website to get noticed by it’s targeted
users.
• The GOOGLE search engine does three things for PPC to work:
 How much money the advertiser bids for the keywords
 How relevant the keyword is to the ad that is being shown
 Reviews the website landing page
USER
CLICK
PPC Ad
(GOOGLE)
Traffic
Charged
WEBSITE
(Sales)

13. Effective PPC technique
• RESEARCH YOUR KEYWORDS: The advertiser should be very selective in dealing with “Keywords",
as it’s the prerequisite before any business who is trying to go online. It is the Keyword, which helps
people to find your Website from millions other present on www.
• OPTIMIZE YOUR KEYWORDS: Some Keywords perform better than the others, this happen because
certain Keywords has best CLICK THROUGH RATE(CTR).
Clicks
impression
 OPTIMIZE YOUR WEBSITE: Get Keywords which are relevant to campaign your website. This will
result in a better user experience for your visitor who clicks on your ad’s.
 EYE CATCHING ADD: This gets you more click which in turn increases CTR+more visitors. Helps to
stand out more than your competitors.
CTR(CLICK THROUGH RATE)

14. 3. Email Marketing
 Email marketing is direct marketing a commercial message to a group of people
using emails.
Sending Emails related to ad’s, request business, social sales, donation and is
meant to build loyalty, trust or brand awareness.
For example: brands like Amazon, Flipkart, etc. deliver emails that are tailored to
meet the user’s requirement
 There are many tools that can make Email marketing effective like Mailchimp,
Exact target etc.
Digital Marketing Strategies

15. 4. Online Advertising:
Don’t confuse it with PPC! this involves the process of advertising on others website. For example, you can
buy a banner space on popular website, paying the website owner for the same. This generally includes
below listed ones:
Web banner advertising - Web banners or banner ads typically are graphical ads displayed within a web
page. Banner ads can use rich media to incorporate video, audio, animations, buttons etc to attract targeted
customers.
Pop up- A pop-up ad is displayed in a new web browser window that opens above a website visitor's initial
browser window.
Digital Marketing Strategies

16. 5. Social Media Marketing(SMM)
 Social media marketing refers to the process of
gaining traffic or attention through Social Media
sites.
 Need for SMM
a) Showcase your Brand
b) Develop a loyal community of prospects
c) Increase digital exposure
d) Expand sales
e) Boost traffic and search engine ranking
f) Cut marketing costs
Digital Marketing Strategies

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