Digital marketing involves using digital technologies and channels like websites, mobile apps, social media, and more to promote products and services online. It allows companies to target wider audiences at lower costs than traditional marketing. The document discusses several key digital marketing channels - search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing (SMM). It provides overviews of how each channel works, their advantages and disadvantages, and basic strategies for each. The 4Cs framework for digital marketing is also introduced as customers, cost, convenience, and communication, replacing the traditional 4Ps of marketing. The strategies focus on understanding customers and prioritizing their needs.

1. PREPARED BY
MOHAMMAD ASIM
Philip Kotler ... The “father of digital marketing,” Philip Kotler, is often referred to as such.
He is an American professor who is credited with founding marketing as an academic discipline
and has produced over 60 marketing books

2. What is Digital Marketing?
 Digital marketing is the marketing of products or services
using digital technologies on the Internet, through mobile
phone Apps, display advertising, and any other digital
mediums.
 Digital marketing is the process of building and maintaining
customer relationships through online activities to facilitate
the exchange of ideas, products and services that satisfy the
goals of both the parties.

3. Digital marketing channels
▶Digital marketing channels are systems based
on the Internet that can create, accelerate,
and transmit product value from producer to
a consumer terminal, through digital
networks.

4. Digital marketing channels

5. 1. Search Engine Optimization (SEO)
▶ Search engine optimization (SEO) -is the process of
increasing the quantity and quality of website traffic by
increasing the visibility of a website or a web page to users of
a web search engine.
▶ All major search engines such as Google, Yahoo and Bing have such
results, where web pages and other content such as videos or local
listings are shown and ranked based on what the search engine considers
most relevant to users. Payment isn’t involved, as it is with paid search
ads.

6. Advantages of SEO
▶ Your website will be found
▶ Improve your competitive
edge
▶ Expand your customer base
and target audience
▶ Cost effective
▶ Long term standings
▶ Free traffic
▶ T
argeted traffic
▶ Higher Sales (ROI)
▶ Global reach
▶ All the results can be
measured
▶ Better conversion (Sales)
▶ Pull marketing
▶ Increased visibility
▶ Your own 24 hour marketing
team and shop front

7. Disadvantages of SEO
▶ Often, websites are never “indexed” by the search engines
▶ After sites are indexed, often they are not indexed for specific
keyword(s)
▶ Website owners have no idea which search terms would really be
best to drive traffic
▶ Fresh content is very important, but hard to keep up with
▶ Its hard work and time consuming
▶ No one really understands how google works

8. Basic SEO Strategy
▶ Keyword research (what keyword are
you going to target?)
▶ Build a exceptional website (Dsouza &
Co.)
▶ Make SEO friendly URL’s (anton-is-cool
instead of anton.php?id=xyz)
▶ Unique and relevant titles on every
page
▶ Write for users
▶ Optimize content to include keywords
(use selected keywords once every 100
words)
▶ Create great unique content (content is
king)
▶ Use your keywords as anchor text when
linking
▶ Name images to what they represent
▶ Build links intelligently (link smartly)
▶ Create a sitemap (Submit to Google and
Bing webmasters html+XML)
▶ Include website analytics (google
analytics)

9. Pay-per-click (PPC)
▶ Pay-per-click (PPC), also known as cost per click (CPC), is an
internet advertising model used to drive traffic to websites, in
which an advertiser pays a publisher (typically a search engine,
website owner, or a network of websites) when the ad is clicked.
▶ PPC is a type of sponsored online advertising that is used on a
wide range of websites, including search engines, where the
advertiser only pays if a web user clicks on their ad. Hence the
timtle ‘pay per click’.
▶ Advertisers place bids on keywords or phrases that they think their
target audience would type in a search field when they are looking
for specific goods or services.

10. Advantages of PPC
▶ Very fast
▶ Get targeted visitors within hours (sometimes minutes)
▶ Provides a path for search engine optimization
▶ Can yield highly profitable results
▶ Great testing platform and can be highly targeted
▶ Time of day
▶ Geographic area
▶ Keywords and phrases
▶ Content network (Google)
▶ Immediate feedback
▶ Easy implementation
▶ flexible

11. Disadvantages of PPC
▶ Missing bulk of the traffic (focusing only on selected keywords)
▶ No guarantees
▶ Heavy competition
▶ Expensive
▶ Complicated
▶ Click fraud
▶ You pay regardless to any sales
▶ Bidding war
▶ Traffic stops when you stop paying

12. Basic PPC Strategy
▶ Keyword research (what keywords are you going to target?)
▶ Choose which demographic you are going to target
▶ Location
▶ Make an offer they cant refuse in your PPC ad (SEO copywriting)
▶ You can go mobile
▶ Be dynamic
▶ Utilize long tail keywords
▶ Timing is everything
▶ Research all the keyword generators
▶ Review your google quality score

14. Social media marketing (SMM)
▶ Social media marketing is the use of social media platforms
and websites to promote a product or service.
▶ companies make use of platforms such as Facebook,
Twitter, YouTube, and Instagram to reach audiences much wider
than through the use of traditional print/TV/radio advertisements
alone at a fraction of the cost.

15. SMM tools
- Snapchat
- Tumblr
- Twitter
- Facebook
- LinkedIn
- Whatsapp
- Instagram
- YouTube

16. Twitter
▶ Twitter allows companies to promote their products in short
messages known as tweets limited to 140 characters which appear
on followers' Home timelines.
▶ Tweets can contain text, Hashtag, photo, video, Animated
GIF, Emoji, or links to the product's website and other social media
profiles, etc.

17. Facebook
▶ Facebook pages are far more detailed than Twitter accounts.
▶ They allow a product to provide videos, photos, longer
descriptions, and testimonials where followers can comment on
the product pages for others to see.
▶ Facebook can link back to the product's Twitter page, as well as
send out event reminders.
▶ As of May 2015, 93% of businesses marketers use Facebook to
promote their brand.

18. LinkedIn
▶ LinkedIn, a professional business-related networking site, allows
companies to create professional profiles for themselves as well as
their business to network and meet others.
▶ LinkedIn provides its members the opportunity to generate sales
leads and business partners.
▶ Members can use "Company Pages" similar to Facebook pages to
create an area that will allow business owners to promote their
products or services and be able to interact with their customers.

19. Instagram
▶ The user engagement rate of Instagram is 15 times higher than of
Facebook and 25 times higher than that of Twitter.
▶ When it comes to brands and businesses, Instagram's goal is to help
companies to reach their respective audiences through captivating
imagery in a rich, visual environment.
▶ When it comes to brands and businesses, Instagram's goal is to help
companies to reach their respective audiences through captivating
imagery in a rich, visual environment.
▶ 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.

20. YouTube
▶ YouTube is another popular avenue; advertisements are done in a
way to suit the target audience.
▶ The type of language used in the commercials and the ideas used
to promote the product reflect the audience's style and taste
▶ Also, the ads on this platform are usually in sync with the content
of the video requested, this is another advantage YouTube brings
for advertisers

21. Advantages of SMM
▶ Better targeting
▶ High return on investment (ROI)
▶ Does not require specialization or vast technical skills
▶ Increased visibility
▶ T
argeted traffic
▶ Content promotion
▶ Helps with PR
▶ Fun way to do business
▶ Ability to go viral
▶ Expedites online brand development
▶ Cost effective (only time and efforts)
▶ Market research (what are your customers talking about)
▶ Campaigns has the ability to drive huge amount of traffic.

22. Disadvantages of SMM
▶ Wrong strategy can hurt your reputation
▶ More time consuming than SEO & PPC
▶ Interaction is needed at each location point
▶ No short term ROI
▶ Risk of negative comments
▶ Negative influence on worker productivity
▶ Everything is public

23. Basic SMM Strategy
▶ Social media technologies (Facebook, linkedin, Instagram etc) consistently
changes all the time and your SMM strategy should never start with the
technology part of it. The POST method is an excellent starting point for any
SMM Campaign.
▶ The POST method stands for “People, Objectives, Strategy, and Technolog”, and
this method helps to address the burning question of “ should my company
have a social media marketing strategy”?

24. POST method
▶ People: do you know who your target audience is? What are their
demographics and interests?
▶ Objectives: what do you want to accomplish with your social media
marketing campaign?
▶ Strategy: how will things be different after you launch your social
media marketing campaign?
▶ Technology: what social media channels are you going to use?

25. Traditional marketing vs Digital marketing
What is digital marketing?
Put simply, digital marketing is using digital channels such as websites and social
media as tools for marketing communication.
If you’re using social media you will be well versed in the adverts that pop up in your
stream—that’s digital marketing.
What is traditional marketing?
Traditional marketing on the other hand involves traditional channels, like billboards
and printed media and TV commercial ideas.
Up until the development of the internet in the 1990’s, traditional marketing was
pretty much the only type of marketing.
Digital marketing is generally more cost-effective and can be more targeted, while
traditional marketing can be more effective at reaching a larger audience. It's
important to consider your budget and target market when deciding which type of
marketing to use.

26. Digital marketing vs. traditional marketing: what’s the difference?
The main difference between digital and traditional marketing is the medium through
which an audience encounters a marketing message. While traditional marketing uses
traditional media like magazines and newspapers, digital marketing uses digital media,
such as social media or websites.
Using the internet for several hours each day is a normal part of most people’s day to
day life. Digital marketing just uses this to its advantage by cleverly weaving in
marketing communications into every digital channel.

27. What Are the 4 C’s of Digital
Marketing
The 4 C’s of Digital Marketing are:
Customers
Cost
Convenience
Communication
Mohammad Asim

28. Customers (replacing Products)
The first C of the 4 C’s marketing mix is Customers and is about understanding your customers’ value, their
wants and needs, and helping with solving their challenges.
Cost (replacing Price)
The second C of the 4 C’s marketing mix is Cost and is about understanding that price is not the only cost when a
customer buys a product.
Convenience (replacing Place)
The third C of the 4 C’s marketing mix is Convenience and is about understanding your customers’ preferences in
terms of place where to buy your products.

29. Communication (replacing Promotion)
The fourth C of the 4 C’s marketing mix is Communication and is about communicating with your customers
rather than simply using promotions to reach them.
The 4Cs of the digital marketing mix is all about giving priorities to your customers their needs, wants, and
preferences. When you utilize the strategy well, you will see your business growing and surviving in the long run.
So once you apply this smart strategy, your digital marketing business becomes a cost-effective and efficient
one. I hope you understood the article well and grasped what is important and good for your marketing.

30. The Strategies For Social Media Marketing
With the multiple various social media gear, there is now such a lot of one of a kind methods to
target your preferred target audience as compared with 10 years ago. In this digital era,
strategies for social media is very common. Because most of the world population is using social
media. They are spending there a lot of time on it. different genders, different age group people,
different country people are using social media. Even most of the world celebrities are using
social media and they are so much active on social media nowadays. When the usage of social
media one strategy is to remember that you may accomplish that much extra than offer just
text-based information, you may post videos, snapshots as well as hyperlinks to other interesting
resources that would add cost in your followers. Through that, you can attract the people and
after your content, they will start following on the social media There are many different
approaches that you may make use of videos, with this and widespread internet marketing
sports such as, visible case studies, a way to videos, or purchaser testimonials and many more
you can share on social media platforms. Pictures of you, your body of workers and perhaps
even photos from enterprise social events, also can be very fine as users want to see who
they're dealing with, it's simpler to construct relationships with the humans in the agency if they
are able to see who they're and have interaction with them.

31. Also when producing motion pictures use the staff that your customers would see if they came into your
store or office, this enables them to hold the familiarity with customers and can help to build higher
relationships. Social media techniques only work in case your goal audience gets admission to the outlet.
To ensure your clients and potential clients know which you're on Facebook or Twitter make certain which
you inform them. Send out a newsletter to your customers and contacts to inform them they can observe
you on Twitter etc. And make certain that any printed marketing materials function the URLs for your
various social media accounts. Social media wishes the social component to work; consequently, you want
to have people be a part of for it to be an effective device for your business enterprise.
Once you have humans following you on Twitter, Facebook, LinkedIn, and many more you've got to
maintain them fascinated. One strategy is to have promotions, small such things as posting income via your
tweets or placing coupons up for buddies to your Facebook web page keeps people fascinated and attracts
extra to be part of. Social media techniques are slightly specific from print or person to man or woman
techniques. You have to do not forget which you need to update your data and promotions so that greater
humans need to comply with you. It only works if there are members for your online community so that
you have to promote yourself to your target audience to make them need to be a part of your community
The first-rate issue about Social Media Marketing is that not only is the opportunity vast, but it's also one
of the lowest cost advertising and marketing activities available to agencies today. Clearly the way groups
use Social Media Marketing will vary depending on the kind of enterprise or target market, but
organizations that are critical approximately competing in today's markets need to make certain they are
making use of those gear. Simply having an internet site is no longer precise enough, you must sell your
business inside the on-line international and interact with your target market

32. Digital Marketing
channels
Mohammad asim

33. Community management,
social campaigns, SEO &
geolocation reports and
analytics

34. Digital
innovation
marketing specialists
focused on the profitability of your business.

35. Digital marketing strategy, campaign
planning and creations, analytics and reports

36. Web design and programming, app IOS/Android
development, creative services

37. Digital planning, media
buying, mobile ads

38. Logo,
video and
animation,

39. Innovation consulting
services.

40. Thank you