Digital Marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Digital marketing is sort of an umbrella term that includes all the modern marketing strategies. We are talking about marketing tactics that involve reaching out to the target customers through online marketing (Internet, mobile phones,) and social media marketing (Facebook, Instagram, Twitter, and such.)

1. Fundamentals of Digital
Marketing
By:- Amit Thakur
(Digital Marketing Executive)

2. Digital Marketing
 Digital marketing means promotion of the product and services to attract
more and more customers through all the digital channels available today.
In simple terms, any form of marketing that exists online is called Digital
Marketing.
 Businesses can leverage digital channels such as search engines, social
networks, paid advertising, website, online videos, email and mobile
applications etc to connect with current and prospective customers
 There is not one but many ways to expand your business digitally.
 Your business will reach masses considering the amount of time the world
spends online and the variety of digital platforms available.

3. Why is it important to ‘Go Digital’?
 Digital Marketing has zero geographical boundaries
 Digital marketing is cost-effective as compared to traditional advertising
 Easily Start With Zero Budget
 It gives better ROI for your investment
 Compete with larger corporations
 Digital marketing gives you flexibility to choose a target location, type, interest, specific
time to run ads and more
 Track traffic source
 You can measure, analyze, draw conclusions from the result and adjust further actions.
 Builds brand credibility
 Know exactly what your customers are looking for
 Communicate directly with the customers
 Promote your latest offers and launch new product / services

4. B2B vs B2C
BASIS FOR COMPARISON B2B B2C
Meaning The selling of goods and services between
two business entities is known as Business to
Business or B2B.
The transaction in which business sells the goods
and services to the consumer is called Business to
Consumer or B2C.
Customer / Decision Maker Company End user
Focus on Relationship Product
Market / Target Small and niche Large and Broad
Content Informative Entertaining
Branding Lead Generation Brand Recognition
Relationship Supplier - Manufacturer
Manufacturer - Wholesaler
Wholesaler - Retailer
Retailer - Consumer
Relationship horizon Long term Short term
Buying and Selling cycle Lengthy Short
Buying Decision Planned and Logical, based on needs. Emotional, based on want and desire.
Creation of Brand Value Trust and Mutual Relationship Advertising and Promotion

5. Digital Marketing Channels
 Website
 Search Engine Optimization (SEO)
 Search Engine Marketing (SEM)
 Social Media Marketing (SMM)
 Content marketing
 Email marketing
 Display advertising
 Video Marketing
 Affiliate Marketing / Referral Marketing

6. Website
 First Impression of your product & Businesss
 Website is most essential and important part if you are thinking to start
digital marketing
 Website is your virtual office-space
 where people come and get to know about you and business offering
 It helps your business to be 24*7 available and it gives credibility
 website helps in capture leads of web visitors
 Showcase your products and services and Educate them

7. Keywords
 keyword is any search term entered on Google (or another search
engine) that has a results page where websites are listed.
 Keywords are ideas and topics that define what your content is
about
 what people are searching for and the content you are providing
to fill that need.
 For an online business, keywords are strategy
9 types of keywords: shorttail, longtail, short-term, long-term,
product defining, customer defining, geo-targeting, LSI and intent
targeting

8. Search Engine Optimization (SEO)
 A highly data driven methodology of strategies and
tactics
 Practice of increasing both the quality & quantity of
website traffic for your business & Product
 Used to obtaining a high-ranking placement in the search
engine results’ page (SERP), including Google, Bing,
Yahoo and other search engines
 Types of SEO – Black Hat ,White Hat & Gray Hat SEO
 SEO is further divided into two parts: On-Page SEO and
Off-Page SEO
 Also Known as non-paid (Organic)

9. Search Engine Optimization (SEO) Example

10. Search Engine Marketing (SEM)
 Search engine marketing (SEM) is a fastest digital marketing strategy
used to increase ranking & the visibility of a website in search engine
results pages (SERPs)
 SEM (Search Engine Marketing) is the process of gaining website
traffic by purchasing ads on search engines.
 Search engine marketing is also alternately referred to as paid search
or pay per click (PPC).
 This also involves – Display Ads, Google Sponsored Promotions,
YouTube Ads, etc.
 SEM Platform – Google, Bing, Yahoo .
 Demand fulfillment

11. SEM Example
Google Search Ad Display Ad

12. Content marketing
 Content is the king - “Bill Gates”
 Content is the cornerstone of every Web Marketing strategy.
 Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience — and ultimately, to drive profitable customer
action.
 Content can be in the form of blogs, videos or social media posts are shared
with a targeted audience.

13. Social media marketing (SMM)
 Social media marketing refers to the process of gaining traffic or attention through
social media sites. This could be done via Organic Or Paid marketing techniques
 It helps in
 Brand Visibility
 Higher conversion rates
 Strong online presence
 Reaching larger audience
 Helps you in personal branding
 Social Media presence on different platforms like Facebook, WhatsApp, Instagram,
Twitter, Youtube, etc. establishes a brand effect and reflects positively on sales. It
includes activities like uploading images, content, posts, videos, etc.
 Demand Generation

14. Social Media Marketing Example
Facebook ad Twitter ad
Instagram ad
LinkedIn ad

15. Email Marketing
 Email marketing is direct marketing a commercial message to a target
segment of people using email.
 In its broadest sense, every email sent to a potential or current customer
could be considered email marketing.
 Email marketing can be done to either sold lists or a current customer
database.
 Metrics used to measure the email campaign
 Open Rate
 Click through rate(CTR)
 Bounce Rate
 Unsubscribe rate

16. Video Marketing
 Video is new oil in internet marketing industry and bring your marketing to
life
 Consumer’s today are consuming video content like never before
 Watching video on YouTube or sharing informational / entertaining video has
become the modern day behavioral trend
 Video opens the doors to endless possibilities, helping generate leads,
creating brand value and sales for any business
 video helps in creating a great recall value and hence helps in branding.
 Videos help you humanize brand
 Example –

17. Affiliate Marketing/Referral Marketing
 Affiliate marketing is a type of performance based marketing in which a
business rewards one or more affiliates for each visitor or customer brought
by the affiliate's own marketing efforts.

18. Thank You
Amit Thakur

19. Q/A
Ask If you have any Question