This document discusses digital marketing fundamentals. It begins with an introduction to Google and defines digital marketing. The main types of digital marketing are then described as pull marketing, where users seek out content, and push marketing, where marketers distribute messages. Several key digital marketing channels are also outlined, including SEO, social media, SEM, email marketing and mobile marketing. The advantages of digital marketing are noted as reach, measurement, interactivity and lower costs. Real-life examples of successful digital marketing by companies like Uber and Airbnb are provided.

1. Presented By -
ARHAM BOTHRA
MBA 3rd SEMESTER
1
Enrolment No.
RNBGU201600066
Roll No.
1911421002
SUMMER INTERNSHIP PROJECT

2. ‘ A STUDY OF
FUNDAMENTALS OF
DIGITAL
MARKETING ’

3. INTRODUCTION TO THE COMPANY
 Google was founded in September 1998 by Larry Page and Sergey Brin while
they were Ph.D. students at Stanford University in California.
 They incorporated Google as a California privately held company on September
4, 1998
 Google, LLC is an American multinational technology company that specializes
in Internet-related services and products, which include online advertising
technologies, a search engine, cloud computing, software, and hardware.
 It is considered one of the Big Four technology companies in the U.S.
information technology industry, alongside Amazon, Apple, and Microsoft.

4. DIGITAL MARKETING
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a
collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.
Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low-cost model.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness.

5. TYPES OF DIGITAL MARKETING
 Digital marketing can be
defined as the process of
promoting of brands using digital
distribution channels comprising
internet, mobile and other
interactive channels. The basic
advantage in this form of
advertising lies in its low-cost
model.
 Digital Marketing can be
classified into Pull and Push
marketing.
Pull digital marketing
technologies involve the user
having to seek out and directly
grab (or pull) the content via
web searches. Web site/blogs
and streaming media (audio
and video) are good examples
of this. In each of these
examples, users have a
specific link (URL) to view the
content.
Push digital marketing
technologies involve both the
marketer (creator of the
message) as well as the
recipients (the user). Email,
SMS,RSS are examples of push
digital marketing. In each of
these examples, the marketer
has to send (push) the
messages to the users
(subscribers) in order for the
message to be received.
Pull
Push

6. DIGITAL MARKETING CHANNELS
SEO (Search Engine Optimization)
Search engine optimization (SEO) is the
process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-paid ("organic") search
results. SEO may target different kinds of
search, including image search, local search,
video search, academic search, news search
and industry-specific vertical search
engines.
SEO OR
ORGANIC

7. DIGITAL MARKETING CHANNELS
Social bookmarking
A social bookmark is a link that people post
to social websites for others to see because
they find it interesting, valuable or cool. In a
way, social bookmarks are just like the
bookmarks you already have on your private
computer.
The idea behind social bookmarking is
simple: post links on popular social
bookmarking websites to increase your own
traffic and gain an ongoing stream of new
readers and customers.

8. DIGITAL MARKETING CHANNELS
SEM (Search Engine Marketing)
Search engine marketing (SEM) is a form of
Internet marketing that involves the promotion of
websites by increasing their visibility in search
engine results pages (SERPs) through optimization
and advertising.
There are categories of methods and metrics used to
optimize websites through search engine marketing.
 Keyword research and analysis
 Website saturation and popularity
 Pay per click (ppc)
SEM/
PAID
ADS

9. DIGITAL MARKETING CHANNELS
Facebook Marketing
Facebook is the world's most popular social network for
both businesses and individuals. With over one billion users,
your friends and fans are likely already using the platform
and you should be too. In fact, people are 51% more likely
to make a purchase after "liking" a brand on Facebook.
Face book marketing requires a good intellects and unique
thinking to make the campaign effective.
Twitter marketing (A game of 140 characters)
Twitter’s flexible, real-time platform allows you to get
creative and drive results at the same time. Whether you’re
looking to drive sales, increase brand awareness or launch a
product. Twitter marketing is not much popular than face
book but still it has an impact on audience

10. DIGITAL MARKETING CHANNELS
Pinterest
It is a visual discovery social network. It is a way of sharing
images of anything, from fashion to pets to pot plants. You can
create your own online pin boards to suits any theme and share it
with likeminded people.
Instagram
Instagram, the new revolutionary photo-sharing program, making
it easier than ever to share your best pictures with the world.
Instagram goal is to help companies to reach their respective
audiences through captivating imagery in a rich, visual
environment. Moreover, Instagram provides a platform where
user and company can communicate publicly and directly,
making itself an ideal platform for companies to connect with
their current and potential customers.

11. DIGITAL MARKETING CHANNELS
MMT (Mobile Marketing)
Mobile marketing is marketing on or with a mobile device, such as a smart phone.
Mobile marketing can plague customers with time and location sensitive, personalized
information that promotes goods, services and ideas.
EMT (Email Marketing)
Email marketing is directly marketing a commercial message to a group of people
using email. In its broadest sense, every email sent to a potential or current customer
could be considered email marketing.

12. ADVANTAGES OF DIGITAL MARKETING
Digital Advertising is increasingly an inherent budgetary component of many
organizations today. Organizations of all sizes use the medium to promote their
products and services.
So well, why do so many organizations use the medium? Simply put, it is due to
the numerous advantages that online advertising offers.
Reach
Measurem
ent
Interactive
and
Engageme
nt
Time Cost
Cost –Per-
Action
(CPA)

13. NEED FOR DIGITAL MARKETING
Digital marketing helps businesses stay a step ahead of their competition.
Digital marketing delivers analytics.
Digital marketing builds brand recognition.
Digital marketing allows businesses to monitor their brand.
Digital marketing can help brands develop trust with their audience.
Digital marketing provides businesses with additional sales channels.
Digital marketing can educate customers.

14. SCOPE OF DIGITAL MARKETING
• Digital marketing has exploded over the past few years, with 88 percent of companies using
social media as a primary advertising tactic. They are taking the leap into this brave new world
through either business-to-business (B2B) or business-to-consumer (B2C) digital marketing:
B2B
Digital
Marketing in
2020 and
Beyond
B2C
Social Media
Influencers

15. DIGITAL MARKETING IMPACT ON
REVENUE GENERATION
 Digital marketing is a new trend in marketing, unlike traditional marketing most of
companies not use their own marketing channels for digital marketing mostly it can be
outsourced to third parties like digital marketing agencies.
 As they generating revenue using digital marketing it has great impact on revenue
model of these companies. Spending’s of various companies on digital marketing is a
revenue for digital marketing agencies.

16. REAL LIFE EXAMPLES
 UBER started in 2009. Until then, taxis are costly. UBER came up with a concept of booking a car in few clicks from app
(android & IOS mostly) and charge is pretty less. They offered incentives for drivers and coupon codes for customers for free
rides. More drivers registered under UBER in no time and many people signed up. A simple concept of earning free rides by
referring friends and family has impacted the market. UBER mania spread to all countries and nowadays UBER is a must have
app in the smartphones
 Airbnb Necessity is the mother of invention. This proverb is justified with the story of Airbnb. The creators of Airbnb got this
great idea when they were unable to pay huge rents. They thought of creating a platform where travelers and hosts meet online.
QUORA THE
WIRECUTTER
JET BLUE

17. OBSERVATION FROM THESE EXAMPLES
 Success not only comes with digital marketing but with idea of projecting the
business into public. A business idea should be based on reducing or eliminating a
specific problem. Promoting your business becomes so easy when people accept
your idea and buys the product.
 In general, people show interest more in products shared by their friends and
relatives. With social media apps like Facebook and Whatsapp, instant sharing is
done. Hit or flop of a business completely depends on the purpose and way of
marketing done.

18. CONCLUSION
 Digital marketing is not only concerned with placing ads in
portals, it consists of integrated services and integrated channels.
 In this digital era marketer is not the custodian for a brand, people
who are connected across the digital platforms are the custodians.
 Brands want to build their presence over digital platform, because
customers have high affinity towards digital media than other
media’s
 Digital media is the best platform to convert a product to a brand.
Because it is more cost effective.
 Digital platforms help to increase the impact of brand recall in
target groups.
 Using digital marketing, you can reach an enormous audience in a
way that is both cost effective and measurable.
 You can save money and reach more customers for less money
than traditional marketing methods. Get to know your audience
and allow them to know you personally which can help to create
brand loyalty.

19. REFERENCES
 https://learndigital.withgoogle.com/digitalunlocked/course/digitalmarketing
 https://grow.google/intl/ALL_sg/result/digital-marketing/
 https://neilpatel.com/what-is-digital-marketing/
 https://www.lyfemarketing.com/blog/digital-marketing-basics/
 https://www.bluecorona.com/blog/digital-marketing-101/
 https://www.contentgarden.org/digital-marketing-fundamentals/
 https://www.academia.edu/41336046/Fundamentals_Of_Digital_Marketing_