The document provides an overview of digital marketing, defining it as the use of digital devices and online strategies to reach target markets. It outlines key terms, benefits, processes, and types of visibility, engagement, targeted traffic, conversion, and retention in digital marketing. Additionally, it emphasizes the importance of performance evaluation and tools for measuring marketing effectiveness.

1. Module -1
Digital Marketing Overview
Trainer: Shaifali Tewani
/ Contact _ 9571613961

2. What is Marketing?
• Marketing is the Science and Art of exploring,
creating, and developing value tosatisfy the needs of
atarget market ataprofit
Trainer: Shaifali Tewani /
Contact _ 9571613961

3. Keyterms in Marketing?
• R&D •
• Identify customer’s need •
• Develop productand/or
Services
• Target Market
• Communication
• Brand Awareness
• Visibility
ValueProposition
CreateUtility
• Advertising
• Promotion
• Sales
• Measurement
• Feedback
• Retaining
Trainer: Shaifali Tewani /
Contact _ 9571613961

4. What is DigitalMarketing?
• What is digitalmarketing?
– When you do market online using digitaldevices
like computer, tablet, mobile phones, radio,
television or digital signage
– It is finding your right targetmarket oninternet,
reaching them, proposing values by
communicating and generating business on
internet.
Trainer: Shaifali Tewani /
Contact _ 9571613961

5. Benefits of DigitalMarketing
• Wide Reach,No Geographical Boundaries
• IncreaseBrand Awareness
• CostAffective
• Niche Targeting (SpecificAudience)
• Performance Oriented
• GeneratePotential Leads/clients
• Track and Monitor Every Penny youSpend
Trainer: Shaifali Tewani /
Contact _ 9571613961

6. Marketing Process
• Step1:SituationAnalysis
• Step2:Marketing Strategy
• Step3:Marketing Mix Decisions
• Step4:Implementation and Control
Trainer: Shaifali Tewani /
Contact _ 9571613961

7. Why DM wins overTM
• Time
• Calculative
• ROI
• Tracking
• Ad Placement orTargeting
• Budgeted
Trainer: Shaifali Tewani /
Contact _ 9571613961

8. Understanding Digital
Marketing Process
Trainer: Shaifali Tewani /
Contact _ 9571613961

9. Digital MarketingProcess
• Visibility
• Bringing targetedtraffic
• Engagement
• Conversion
• Measurement
• Retention
Trainer: Shaifali Tewani /
Contact _ 9571613961

10. 1.Visibility
• Createvisibility for abusiness, product or services
on internet.
• It is reaching out topotential customers andletting
them toknow who you are.
• Visibility is being present infront of your customer
• Visibility is let people know that youexist.
Trainer: Shaifali Tewani /
Contact _ 9571613961

11. Types of Visibility
• Owned
– Website,Blog,Ebooks,Social Profiles
• Paid
– 3rd Party,Facebook, GoogleAd, Paid Links and Content, and
Email Marketing
• Earned
– WOM,Search Engine Ranking, Viral Marketing,Referrals
and Influence Visibility
Trainer: Shaifali Tewani /
Contact _ 9571613961

12. 2.Visitors Engagement
• When one engagewith your websitelike reading
articles, download ebooks,Songs, Movie, Free
Software, Listening Podcasts,Watching videos etc..)
• Examples: Any blog/Video/Social Postetc.
Trainer: Shaifali Tewani /
Contact _ 9571613961

13. Importance of Engagement
• The engagement may convert in perspectiveleads
and Sales.
• It createsyour Brand Value.
Trainer: Shaifali Tewani /
Contact _ 9571613961

14. 3.Bringing TargetedTraffic
• Visibility results in traffic toour website, blog,fan
page,landing pages
• But wearegetting potential customers toour
websiteor just traffic?
Trainer: Shaifali Tewani /
Contact _ 9571613961

15. Types of TargetedTraffic
• Inbound Traffic – Letour targetmarket reachus
• Outbound Traffic – Wereach out toour potential
market
Trainer: Shaifali Tewani /
Contact _ 9571613961

16. 4. Converted Traffic into Leads
• Conversion is also known asLeads
• Leadscomesfrom Traffic
• Traffic canbegenerated by different medium like
Social Media Engagement, Search Engine
Optimization, Email Marketing, MobileMarketing,
and through Ads
Trainer: Shaifali Tewani /
Contact _ 9571613961

17. Conversions Types
• Micro Conversions – In this people never shows
interest directly they engagein small activities. Like
newsletter subscribing sharing pageon socialMedia,
Download CaseStudies or eBooks etc.
• Macro Conversions – When one engage with some
big Activities like Subscribing for free trail, or free
demo,Signing up Forms. It createsfinal sales.
Trainer: Shaifali Tewani /
Contact _ 9571613961

18. Another waytounderstand –
Conversion Types
• If you areproviding something which is notclosely
related toyour business but you areengaging
visitors then it will beMicroactivities.
• While when you engagethe visitor in which oneis
going toassociate you todirectly then it will be
Macro activities.
Trainer: Shaifali Tewani /
Contact _ 9571613961

19. 5.Retention
• Weconvert leads in tothe salesby nurturingthe
leads.
• When they converts into the leads,weretains or
makehappy by sharing stuff, by greeting, byother
engaging methods for making reputation and
referrals.
Trainer: Shaifali Tewani /
Contact _ 9571613961

20. Retention Types
• Vertical Retention: When one engageswith thesame
setof product and services from the samecompany.
• Horizontal Retention: When one engageswiththe
other types of product or services from the same
company.
Trainer: Shaifali Tewani /
Contact _ 9571613961

21. 6.Performance Evolution
• Performance evolution is important toknowthe
actual statusof current marketing activities.
• Importance: Optimization and ToincreaseROI
• Example: Howmany visitors areconverting intothe
micro or macro activities or lead orconversion.
Trainer: Shaifali Tewani /
Contact _ 9571613961

22. Tools for Evolution
• Googleand Bing Analytics
• Independent Social Sites Insights
• Other tools like:
– Clicky (Freemium)
– Woopra (Freemium) (Free up to30,000actions permonth)
– Open WebAnalytics (Free)
– StatCounter (Free)
– KissMetrics (Premium)
– Adobe Analytics (Premium around $5K)– Goodfor enterprises
Trainer: Shaifali Tewani /
Contact _ 9571613961