This presentation explains the various concepts involved in digital marketing like SEO, SMO, PPC etc.

1. UNIVERSITY BUSINESS SCHOOL,
PANJAB UNIVERSITY
DIGITAL MARKETING
( MARKETING MANAGEMENT )
By :-
1. Emil Dewy, Roll No.9
2. Mohit Watss, Roll No.17
3. Vikas Aggarwal, Roll No.35
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30th September 2019

2. CONTENTS
 1. What is Digital Marketing ?
 2. Digital Marketing SEO.
 3. Content, Email, Mobile Marketing
 4. Digital Marketing – PPC, CRO
 5. Digital Marketing – Social Media marketing.
 6. Facebook, Twitter, pinterest, Twitter, Instagram.
 7. Web Analytics.
 8. Google Analytics and Google adwords
 9. References.
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3. WHAT IS DIGITAL MARKETING ?
 Marketing of products or services using digital technologies.
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4. WHY DIGITAL MARKETING ?
Social media in digital marketing allows both positive and
negative feedback from their customers.
More cost effective than traditional marketing.
Facilitates interaction with targeted audiences.
Provides better ROI for marketing investments .
Makes us ready for IOT (Internet of things).
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5. DIGITAL MARKETING - SEO
SEO stands for
Search Engine
Optimization.
Process of getting
traffic from the
free, organic
results
Use of crawlers by
Google, Bing,
Yahoo
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6. HOW DO SEARCH ENGINE WORKS ?
1.Crawling –
Fetching all
web pages
into website
2.Indexing –
Creating
index for all
fetched
pages
3.Searching –
Compares
search string
with index
pages
4.Relevanvy
– More then 1
page may
contain
search string.
5.Retrieving
Results -
Take out the
best results.
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Search Engine Rank :-
A page ranking is
measured by the position
of web pages displayed in
the search engine results
How to improve SEO of an organization ?
1. Publish Relevant Content
2. Update your content Regularly
3. Metadata
4. Have a link worthy website.
5. Use all tags

8. MDI GURGAON V/S UBS CHANDIGARH
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Google search results of the keyword “MDI”

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Google Search results of the keyword “UBS”

10. DIGITAL MARKETING – CONTENT MARKETING
Techniques, and tactics to fulfill business and customer goals by using the
most relevant content.
1.Tell powerful stories.
2.Be honest and open.
3.Personalize where possible.
4.Quality over quantity — but if you can have both, then do.
5.Employ visual content at all costs.
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“CONTENT IS THE KING”

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GE used content marketing
to highlight their other
business like jet engines &
Wind turbines
- Coke used
personalization.
- They targeted your name
so as to make you feel
special.

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Zomato uses humorous content in their
marketing.
They target the culture of particular place.
They talked about Samosa by taking
the reference of an Oscar-winning
movie;
The shape of Samosa (the movie was
The Shape of Water).

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Content Marketing used by HDFC bank.
Social Sher is a Social Media Brand Ambassador Program by
HDFC Bank for employees to become online brand promoters of
HDFC Bank.

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Content marketing done by Paytm on 8th
November 2016.

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Examples of
content marketing
as done by
Burger king.

16. DIGITAL MARKETING - EMAIL
 Every email sent to a potential or current customer could be
considered email marketing.
 Email marketing can be carried out by :-
1.Email newsletters
2.Dedicated Emails
3.Lead Nurturing
4.Sponsorship Emails
5.Digests
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Example of email
marketing by
Starbucks.
Key of Email marketing
:-
“Give people a good
reason to engage with
your emails”

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Example of email marketing
by airbnb.
-Clear objective and
minimalistic copy.
- In every letter, you will get
guides to different cities.

19. DIGITAL MARKETING – MOBILE MARKETING
 Marketing on or with a mobile device, such as a smartphone.
 Mobile marketing can provide the customers with time and location sensitive,
personalized information that promotes goods, services, and ideas.
 SMS messaging (text messaging) is currently the most common delivery channel for
mobile marketing.
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NEW MOBILE MARKETING CHANNELS
1. Location based service (LBS).
2. Augmented reality mobile campaigns.
3. 2D barcodes
4. GPS messaging

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Example of LBS, Mobile
marketing by UBER.

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Location based messaging used by four square.

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Example of message marketing
done by Dominos.

23. DIGITAL MARKETING – PPC
PPC stands for pay per click.
Advertisers pay a fee each time one of their ads is
clicked.
Pay-per-click ($) = Advertising cost ($) ÷ Ads clicked (#).
PPC is a way of buying visits to your site, rather than
attempting to earn visits organically.
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- Type “cat coaching” on
google.
- We get ads from IMS
and delhi career group
coaching.
- Now if these ads are
clicked, the coaching
have to pay a fee to
search engine.

25. DIGITAL MARKETING - CRO
 CRO stands for conversion rate optimization.
 CRO is the process of optimizing the site to increase the likelihood
that visitors will complete a specific action.
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USE OF CRO
1.Customer Journey Analysis.
2.Cart Abandonment analytics.

26. SOCIAL MEDIA
Social media presents itself in the form of many variable
applications
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27. WHY IS SOCIAL MEDIA IMPORTANT TO A MARKETER?
1. In theory, social media is free
2. Allows an organization to reach a massive audience
3. Still experiencing rapid growth, presenting unlimited
potential for marketers
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28. ADVANTAGES OF SOCIAL MEDIA MARKETING
 Targeted traffic
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Ability to go viral therefore high visibility
 Cost effective (only time and effort)
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29. DISADVANTAGES OF SOCIAL MEDIA MARKETING
 More time consuming than SEO and PPC.
 No short term ROI
 Everything is public
 Ineffective use = brand credibility loss
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30. FACEBOOK
 1.59 billion daily active users on Facebook on average for
June 2019
 2.41 billion monthly active users on Facebook as of June 30,
2019
 72% of online users of income more than $75k are on
Facebook.
 74% of Facebook users visit the site daily.
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31. LINKEDIN
 Total Number of LinkedIn Users: 630 million
 Total Number of Monthly Active Linkedin Users: 303 million
 LinkedIn is the #1 channel b2b marketers use to distribute
content at 94%.
 LinkedIn makes up more than 50% of all social traffic to B2B
websites & blogs.
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32. TWITTER
 Total Number of Monthly Active Twitter Users: 330 million
 80% of Twitter users are affluent millennial.
 85% of small and medium business users use Twitter
to provide customer service.
 “Discover something new and interesting” is the most cited
reason for visiting twitter.
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33. PINTEREST
 Total Number of Monthly Active Pinterest Users: 300 million+
 Total Number of Pinterest Users who save Shopping Pins on
Boards Daily: 2 million
 70% pinterest users are actually Females
 Two-thirds of pins represent brands and products.
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34. YOUTUBE
 Total Number of Monthly Active YouTube Users: 2 billion
 Total Number of Daily Active YouTube Users: 30 million
 Millennials prefer YouTube two to one over traditional
television.
 20% of users will leave a video if it hasn’t hooked them in
the first 10 seconds.
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36. OBJECTIVE OF WEB ANALYTICS
Using data you can collect from the web( regarding your digital
customers ) to gain useful insights into your business and improve it.
It is a way to optimize your digital marketing efforts.
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37. USING WEB ANALYTICS:
1. Outline goal of a campaign
2. Collect data
3. Interpret data
4. Develop recommendations / suggestions
5. Corrective action
6. Review outcome
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38. YOU CAN GET INFORMATION REGARDING :
 The quality of traffic
 Impacts of business decisions/changes
 Identifying bottlenecks
 Loyalty of customers ( sharing, repeat visits)
 Feedback on how the website is being used (device, page popularity etc.)
 Returns on ads, campaigns and keywords
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39. TYPES OF DATA :
 Metric is a number. It is a Count (a total or a sum), an average, or a Ratio (one
number divided by another number). Metrics are measurable.
 Dimension is an attribute of a visitor to your website – where they came from,
their location, how many pages they viewed, etc. They are characteristics of the
website users, their actions and sessions.
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40. KEY METRICS :
 Conversion rate
 Bounce rate
 Site speed
 Page views
 Exit %
 Entrances
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41. KEY DIMENSIONS:
 User Type (new / old)
 Source ( organic/referral/direct/social )
 Medium or device
 Geographical location
 Gender
 Age
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42. EXAMPLE OF INSIGHTS :
 Conversion rate per source
 Customer’s lifetime value
 User behaviour flow
 Effectiveness of ad campaign based on new user traffic
 Finding where to expand geographically
 Selecting sites to advertise on (where do customers spend virtual time)
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43. E-COMMERCE & WEB ANALYTICS :
 Device compatibility ( conversion based on device)
 Customising suggestions and display ads
 Cross-selling
 Re-targeting
 Analysing non-converting traffic
 Improving checkout ease
 Geographical expansion / targetting
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44. GOOGLE ANALYTICS
Google Analytics is a web analytics service offered by Google that tracks
and reports website traffic, currently as a platform inside the Google
Marketing Platform brand. Google launched the service in November 2005
Two variants:
1. Google analytics standard (free)
2. Google analytics 360 (paid)

45. Metrics for different content

48. GOOGLE ADWORDS
 Google Ads is an online advertising platform where advertisers pay
to display brief advertisements, service offerings, product listings,
video content
 It also generate mobile application installs within the Google ad
network to web users

49. THE PROCESS :

50. TYPES OF AD CAMPAIGNS :
1. Search ads

51. 2. Display ads

52. 3. Shopping ads

53. 4. Video ads

54. 5. Universal app campaign

55. REFERENCES
 "Definition of digital
marketing". Financial Times. Archived
from the original on 29 November 2017.
Retrieved 22 August 2015.
 "Domains of Digital Marketing Channels
in the Sharing Economy". Journal of
Marketing Channels.
 Heikki, Karjaluoto. "The usage of digital
marketing channels in SMEs". Journal of
Small Business and Enterprise
Development. 22 (4): 633–651.
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56. THANK YOU
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