Digital marketing is the use of online platforms and media to promote businesses through strategies like search engine optimization (SEO), social media, email marketing and websites. It allows targeting specific audiences and measuring effectiveness. Key benefits include wider reach, lower costs, ability to adapt quickly and gain customer insights. Setting up a digital presence involves choosing a domain name and hosting provider to create websites and webpages that can be found online. Search engines are tools that index websites and return results for user queries, while social media are platforms to engage with potential customers. Defining target markets and personas helps tailor the right digital marketing strategies.

1. Introduction to Digital Marketing
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By
A. SAHANA. BSc., MSc., MBA., MPhil (PhD)

2. What is Digital Marketing ?
• Digital Marketing is also known as Online Marketing /
Internet Marketing / Web Marketing used to promote
businesses online on various online marketing platforms
such as Google and its content delivery network, various
social media platforms and so on.
• Use of media to engage with consumers through online
channels such as, search engines, social media, email, and
their websites to connect with current and prospective
customers.
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3. Why Digital Marketing ?
• 10.3 Billion Searches are conducted on Google every month.
• 87% of people go online to look for a business product /
services
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4. 4

5. Reasons for Growth of Digital
Marketing
1. Reach wider Audience
2. Promotes smaller business
3. Integrates Marketing
4. Cost effective
5. Analyse people preferences
6. Aligns with people’s shopping
7. Good ROI
8. Stat ahead of competitors
9. Adapting & Flexibility
10.Advanced Analytics 5

6. All components of digital
marketing should complement
each other
Quality Content
Search Engine Social Media
Paid Ads Sales

7. WHAT IS SEO ?
SEO stands for Search Engine Optimization, which is the practice of increasing
the quantity and quality of traffic to your website through organic search engine results.
•Quality of traffic. ---Attract all the visitors in the
world, to attract visitors who are genuinely interested
in products that you as a marketer can offer.
•Quantity of traffic. ---Once you have the right
people clicking through from those search engine
results pages (SERPs), more traffic is better.
•Organic results. Ads make up a significant portion
of many SERPs. Organic traffic is any traffic that you
don't have to pay for.
Organic search traffic is specifically any unpaid traffic that comes from SERPs.

8. Organic search traffic is specifically any unpaid traffic that comes from SERPs.

10. 10

11. Websites
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12. Social Media
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• Social networks—Connect with people
• Media sharing networks—Share photos, videos, and other media
• Discussion forums—Share news and ideas
• Bookmarking and content curation networks—Discover, save, and
share new content
• Consumer review networks—Find and review businesses
• Blogging and publishing networks—Publish content online
• Interest-based networks—Share interests and hobbies
• Social shopping networks—Shop online
• Sharing economy networks—Trade goods and services
• Anonymous social networks—Communicate anonymously

13. Mobile Apps
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14. Emails
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15. 15

16. Differences Between Traditional
and Digital Marketing
Traditional Digital
Geographical targeting is very limited Target only selected geographical
areas having target customers
Audience cannot be well targeted. We can define target audience with
some accuracy
It has limited communication options
with a bigger size of the audiences
It can communicate with bigger
audience size, spread in multiple
channels
It is very difficult to measure. It is highly measurable and in control.
NO guarantee of ROI Can Define ROI
It is more rigid in nature. It follows the latest trends and
preferences shown by the
consumers. 16

17. What is the Internet?
• The Internet (contraction of interconnected network) is
the global system of interconnected computer
networks that use the Internet protocol suite (TCP/IP)
to link devices worldwide.
• It is a network of networks that consists of private,
public, academic, business, and government networks
of local to global scope, linked by a broad array of
electronic, wireless, and optical networking
technologies.
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18. Target Market and Niche
Defining Your Targeted
Audience
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19. What is Targeted Audience
Market?
The group of people to whom you are marketing your
product/ services.
Eg:
• Digital Marketing Services / Agency
• Digital Marketing Training
• Digital Marketing Jobs
• Buy Apartments
• Apartments for Rent
• Apartment for Lease
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20. What is a Niche Market /
Audience?
• Niche is used to describe products that appeal to a
small, limited, or specialized group.
• A niche is a specific area of marketing which has its
own particular requirements, customers,
and products.
• Niche marketing is the practice of dividing the
market into specialized areas for which particular
products are made.
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21. Identify Targeted Audience Market
• Real Estate
• Health
• Education
• Advertising Agency
• Entertainment
• Travel
• Tourism
• Technology
• Non Profit Organisation
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22. Create Customer Profile
• Details about your typical customer
• Helps identify the person that will buy your
products and services
• A customer profile is also called a customer avatar
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23. Customer Persona
(Segmentation and Targeting)
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24. How to Market to Niche /
Targeted Audience Market
• What are their pain points?
• People buy solutions, not products or services
• Learn as much as possible
• Position yourself as the expert
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25. INTRODUCTION TO
SEARCH ENGINES
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26. WHAT ARE SEARCH ENGINES?
• A search engine is a software program or script available through
the Internet that searches documents and files for keywords and
returns the results of any files containing those keywords.
• Search engine a piece of software, designed to search
information on the World Wide Web (WWW).
Top 10
Search
Engines
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27. TYPES OF SEARCH ENGINE
• PRIMARY SEARCH ENGINE
–Google, Yahoo, Baidu and MSN
• SECONDARY SEARCH ENGINE
–Lycos, Looksmart, Ask.com
• HUMAN-POWERED SEARCH ENGINE
JustDial, Yahoo Directory and buzzour
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28. WHAT IS SERP?
A SERP (Search
Engine Result Page)
is the page
displayed by search
engine in response
to a query by
searcher.
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29. SEARCH ENGINE COMPONENTS
Generally there are three basic components of a search engine
• Web Crawler
• Database
• Search Interfaces
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30. HOW SEARCH ENGINE WORKS?
Crawling: Crawling is where it all begins: the acquisition
of data about a website.
This involves scanning sites and collecting details about
each page: titles, images, keywords, other linked pages,
etc.
An automated bot (called a “spider”) visits page after
page as quickly as possible, using page links to find
where to go next.
https://www.searchenginegenie.com/tools/google-bot-last-
accessed-date.php
Indexing: Indexing is when the data from a crawl is
processed and placed in a database.
Ranking :Retrieval is when the search engine processes
your search query and returns the most relevant pages
that match your query. Ranking algorithms check your
search query against billions of pages to determine each
one’s relevance.
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31. LIST OF SEARCH ENGINES
• Archie or Archive (May 12, 1996)
• Veronica & Jughead (1992 & 1993)
• Vlib (1992)
• Excite (1993)
• Yahoo (1994)
• Web Crawler (1994)
• Lycos (1994)
• Info seek (1995)
• Alta Vista (1995)
• Inktomi ( 1996)
• Ask Jeeves (1997)
• Google (1998)
• MSN Search (1998)
• Bing (2009)
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32. WEBSITE
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33. WHAT IS A WEBSITE?
A website is a collection of related
web pages, which can be accessed
by visiting the homepage using a
browser.
Eg: www.pes.edu
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34. WEBSITE VS WEBPAGE
A website refers to a central location
that contains more than one web
page or a series of web pages.
Eg. pes.edu is considered a website,
which contains a collection of
different web pages like
pes.edu/pessat, pes.edu/admissions
etc…
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35. THE FIRST WEBSITE
The first website was built at CERN
by Tim Berners-Lee and put online
August 6, 1991.
You can visit and browse the first
website at:
http://info.cern.ch/
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36. INTRODUCTION TO
DOMAIN & HOSTING
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37. WHAT IS A DOMAIN NAME?
Domain is a key part of your online
address, and is what your visitors will use to
find you easily.
Eg:
▪ www.google.com
▪ www.facebook.com
▪ www.pes.edu
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38. UNDERSTANDING DOMAIN NAME
Every domain name is unique. No
two websites can have the same
domain name.
If someone types
in www.yourdomain.com, it will
go to your website and no one
else's.
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39. UNDERSTANDING DOMAIN NAME
• Represents a physical point on the
Internet — an IP address.
• ICANN governs coordination of the links
between IP addresses and domain
names across the Internet.
• This standardized coordination, you can
find websites on the Internet by
entering domain names instead of IP
addresses into your Web browser.
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40. WHAT IS URL?
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41. UNDERSTANDING URL – BREAK UPS
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https://www.youtube.com/watch?v=OvF_pnJ6zrY

42. TYPES OF TLD’S
TLD - Top Level Domains
These are at the highest
level in the DNS structure of
the Internet.
Here are two types of TLD’s
▪ gTLD
▪ ccTLD
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43. UNDERSTANDING TLD’S
gTLD - generic Top Level
Domain
▪ The best known generic
TLD's include .com, .net,
.biz, .org .info and so on!
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44. UNDERSTANDING TLD’S
ccTLD - country code Top
Level Domains
▪ Two letter domains
established for
geographical locations
Eg: .in signifies India.
Eg: .in, .co.in, .com.au, .ae,
.co.uk, .us etc
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45. DOMAIN NAME REGISTRATION
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46. WHERE DO WE BUY DOMAIN NAME
• Buy a domain name involves
registering the name you want
with an organisation called
ICANN (Internet Corporation for
Assigned Names and Numbers)
through a domain name registrar.
• Eg: If you choose a name like
example.com you will have to go
to a registrar (ex. Godaddy.com),
pay a registration fee for that.
• That will give you the right to the
name for a year, and you will
have to renew it annually
(usually).
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47. Domain Registrar List
List of recommended
registrars for buying
domain name
▪ Bigrock
▪ Godaddy
▪ Hostgator
▪ Bluehost
▪ iPages
▪ Google
▪ And many more..
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48. TOOLS
▪ Instant Domain Search
▪ https://instantdomainsearch.com
▪ Flame Domain
▪ https://flamedomain.com
▪ Know EM
▪ https://knowem.com/
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49. Do’s & Don’ts
Here is a list of Do’s and Don’ts while choosing / buying
a domain.
▪ Make the Domain Unique
▪ Make it Easy to Remember
▪ Make it easy to type
▪ Keep the name as short as possible
▪ Use Keywords
▪ Reject Hyphens and Numbers
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50. WHAT IS WEB HOSTING ?
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51. WHAT IS WEB HOSTING
• Web hosting is a service that allows
organizations and individuals to
host a website or web page on to
the Internet.
• A web host, or web hosting service
provider, is a business that provides
the technologies and services
needed for the website or webpage
to be viewed in the Internet.
• Websites are hosted, or stored, on
special computers called servers.
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52. Webhosting Services
As technology has progressed different
types of web hosting have appeared to
meet the different needs of websites
and customers:
▪ Linux Web Hosting
▪ Windows Web Hosting
Development Tool Linux Windows
WordPress® or other Web apps ✓ -
Dreamweaver or other WYSIWYG apps ✓ -
PHP, MySQL, CGI, Python, or Perl ✓ -
ASP, ASP.NET, MS SQL - ✓
ASP, ASP.NET and PHP, MySQL - ✓
I have no idea what any of this means ✓ -
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53. Web Hosting Services
List of recommended
web hosting services
▪ Bluehost
▪ Hostgator
▪ Godaddy
▪ Big Rock
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54. WORK for You
▪ Use the tools to find Domain name
▪ Register your first domain
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55. Being Connected
with PES
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56. Facebook
https://www.facebook.com/pesunivers
ity/
LinkedIn
https://in.linkedin.com/school/pesuniv
ersity/
Twitter
https://twitter.com/pesuniversity/
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57. Thank you
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