This document provides an overview of key topics in digital marketing including definitions of digital marketing and its importance. It discusses characteristics and types of digital marketing such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing (SMM), email marketing, and video marketing. It also covers advantages and disadvantages as well as how to set objectives and measure results for SEO, PPC, and SMM strategies.

1. Topic : Digital marketing

2. KEYPOINTS
 What is digital marketing ?
 Importance of digital marketing
 Characteristics of digital marketing
 Types of digital marketing
 Advantages & Disadvantages of digital marketing
 What is SEO(Search engine optimization)
 The three pillars of SEO
 Setting SEO objectives & What should you measure?
 PPC(PAY PER CLICK)
 BENEFITS OF PPC
 SMM(Social media marketing)
 Advantages & Disadvantages of SMM
 What is Website Marketing ?
 Video & Email Marketing

3. What is digital marketing ?
 Digital marketing is an umbrella term for the marketing of products or
services using digital technologies,mainly on the Internet,but also including
mobile phone,display advertising, and any other digital medium.

4. Importance of digital marketing
 Digital marketing is important because it connects a business with its customers when they are online, & is
effective in all industries. It connects businesses with ideal customers when they are on Google through SEO &
PPC, on social media with social media marketing, & through email with email marketing.
 Mobile access
 Flexibility
 Tracking

5. Characteristics of digital marketing
 Digital Marketing is a great way of increasing brand awareness, customer engagement and long term
loyalty and generating a short-term boost in sales, despite the fact that every digital marketing campaign
is different in their own ways, the reality is that many of them are built on common basics and a few key
elements. Successful Digital Marketing Campaign requires a lot of time following through analytics and
data to find insights. But, as we have analyzed which characteristics successful campaigns share to help
you.

6. Types of digital marketing
 As noted above, marketing was traditionally done through print (newspapers and magazines) and broadcast
ads (TV and radio). These are channels that still exist today. Digital marketing channels have evolved and
continue to do so. The following are eight of the most common avenues that companies can take to boost
their marketing efforts. Keep in mind that some companies may use multiple channels in their efforts.
 Website Marketing Social Media Marketing
 Pay-Per-Click (PPC) Advertising Affiliate Marketing
 Content Marketing Video Marketing
 Email Marketing SMS Messaging

7. Advantages & Disadvantages of digital marketing
Advantages
 Global reach
 Lower cost
 measurable results
 Personalization
 Openness
 Social currency
 Improved conversion rates
Disadvantages
• Skills and training
• Time consuming
• High competition
• Complaints and feedback
• Security and privacy issues

8. WHAT IS SEO ?
 SEO:- Search engine optimization
 Whenever you enter a query in a search engine and hit ‘enter’ you get a list of web results that contain that
query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be
more relevant to the query. If you have ever wondered why some of these websites rank better than the
others then you must know that it is because of a powerful web marketing technique called SEO.

9. The Three pillars of SEO
 As a digital marketer, knowing how to get your brand, website, or company found by searchers is a core skill,
and understanding how SEO is evolving will keep you at the top of your game. While SEO changes frequently in
small ways, its key principles do not. We can break SEO into three core components or pillars that you need to
be familiar with – and action regularly:
 Technical Optimization
 On-Page Optimization
 Off-Page Optimization

10. Setting SEO objectives & What should you measure?
 Setting SEO objectives is a vital part of any SEO strategy. It is important to set SEO objectives – and to align them
with your overall business objectives – because:
 They encourage buy-in from key stakeholders.
 They help you to formulate your SEO strategy.
 They ensure goals are met.
What should you measure?
While it can feel like a laborious task to set objectives, measuring them can really help you make progress with your
SEO in the long term. So what types of things should you measure?
Consider measuring:
 Keywords • Brand awareness
 Traffic • Lead generation
 Market share • Reputation
• E-commerce

11. PPC(PAY PER CLICK)
 PPC(pay-per-click) is a way of using search engine advertising to generate clicks to your website, rather than
“earning” those clicks organically.
 Pay-per-click (PPC) enables marketers to reach Internet users on a number of digital platforms through paid
ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show
their ads to people searching for terms related to the products or services.

12. BENEFITS OF PPC

13. WHAT IS SMM(Social media marketing)
 Social media marketing(SMM) is a form of internet marketing that utilizes social networking websites as a
marketing tool. The goal of SMM is to produce content that users will share with their social network to help a
company increase brand exposure and broaden customer reach.
 YouTube
 Facebook
 Twitter
 TikTok
 Pinterest
 Snapchat
 LinkedIn

14. Advantages & Disadvantages of SMM
Advantages
Technological literacy
Bringing people together
Attracts attention
Breadth of knowledge
Opportunity to widen business
Disadvantages
Distraction
Health problems
Relationship problems
Lllegal crime,virus attacks
Negative effects on worker
productivity

15. What is Website Marketing ?
 Website marketing is marketing used to promote a website and
hopefully get more traffic to a website. More traffic translates to
better on-line advertising placed on the website. When Internet users
visit an ad on a website's page, it's called CTR (click-through rate).
The higher the CTR, the more the website owner stands to earn from
the ads.
 Website marketing may utilize SEO (search engine optimization),
which is customizing a page to make it rate high on search engine
queries. Garnering the top one or two positions can result in 50% of
the clicks from the search result. Other methods of website
advertising may include creating blog posts on fellow blogger's sites,
or leaving your signature when you post in forums. The more traffic a
website consistently can measure, the more the site is thought to be
worth

16. Video & Email Marketing
 YouTube is one of the most popular search engines in the world. A lot of users are turning to
YouTube before making a buying decision, to learn something, read a review, or just to relax.
There are several video marketing platforms, including Facebook Videos, Instagram, and even
TikTok to use to run a video marketing campaign. Companies find the most success with video by
integrating it with SEO, content marketing, and broader social media marketing campaigns.
 Email marketing is still one of the most effective digital marketing channels. Many people
confuse email marketing with spam email messages, but that’s not what email marketing is all
about. This type of marketing allows companies to get in touch with potential customers and
anyone interested in their brands.
 Many digital marketers use all other digital marketing channels to add leads to their email lists
and then, through email marketing, they create customer acquisition funnels to turn those leads
into customers.

17. CONCLUSION
 The study started with the aim to analyse the different issues related to
the digital marketing. Based on the discussion it has been found that in
case of the digital marketing The most important aspect is to connect
with the users. The ladder of engagement has shown the approaches to
attach with the customers. The study has also revealed that in order to
utilize the digital marketing in an effective way, the companies are
required to design an effective platform. With the example of pinterest
the effectiveness of a social media platform has been discussed. The
current trends in the digital marketing have also been discussed in the
study