Digital Marketing Overview:

 Introduction to Digital Marketing

 Traditional vs Digital Marketing
 Types
 Platforms
 Benefits
Branding
• Branding is all of the ways you establish an
image of your company in your customers’
eyes.
• It is a marketing practice in which a company
creates a name, symbol or design that is easily
identifiable as belonging to the company.
• This helps to identify a product and distinguish
it from other products and services. 
• It is a way of distinguishing yourself from the
competitors and clarifying what it is you offer
that makes you the better choice.
Purpose of branding ?
The purpose of branding is to simply and
easily help your customers understand what
you offer and how you’re different. But it’s
not only a USP (unique selling proposition),
it is the combination of all the ways you
communicate what you stand for.
What is Product ?
• A product is the item offered for
sale.
• A product can be a service or an
item. It can be physical or in
virtual or cyber form.
Advertising

Advertising is a means of communication

with the users of a product or service.
Advertisements are messages paid for by
those who send them and are intended to
inform or influence people who receive them,
• Advertising is the attempt to influence the
buying behaviour of customers or clients with a
persuasive selling message about products
and/or services
• In business, the goal of advertising is to attract
new customers by defining the target
market and reaching out to them with an
effective ad campaign.
Opportunity

An occasion or situation which makes
it possible to do something that
you want to do or have to do, or
the possibility of doing something:
Strategy
Strategy is an action that managers take to attain
one or more of the organization’s goals. Strategy
can also be defined as “A general direction set for
the company and its various components to
achieve a desired state in the future. Strategy
results from the detailed strategic planning
process”.
A strategy is all about integrating organizational
activities and utilizing and allocating the scarce
resources within the organizational environment so
as to meet the present objectives. 
Target market

It is the critical first step in any

advertising campaign – you need to
know who your intended audience is
before you can reach them. If your target
audience is senior citizens, for example,
an advertising medium such
as Facebook is a poor choice. Similarly, 
 Marketing
The action or business of promoting and
selling products or services, including
market research and advertising.
What is Marketing
To conduct a class
To conduct an online class
 Traditional Marketing
Traditional marketing refers to any type of
marketing that isn’t online. This means print,
broadcast, direct mail, phone, and outdoor
advertising like billboards. From newspapers to
radio, this method of marketing helps reach targeted
audiences.
Traditional marketing is also known as the
conventional mode of marketing that have been
used since the beginning of marketing and
advertisements.
• Print (magazines, newspapers, etc.)
• Broadcast (TV, radio, etc.)
• Telephone (telemarketing, sms marketing)
• Outdoor (billboards, fliers, etc.)
Traditional Marketing
Traditional Marketing
Digital marketing and traditional marketing
share the same fundamental mission:

• Identifying a target audience and their needs

• Connecting the audience to products that fill
those needs.
• Convincing the audience to follow through with
purchasing products. 
Why Digital Marketing ?
Scope of Digital
Marketing ?
 Cost effective
 measurable
 Highly flexible
 Easy optimize
 High engagement Ratio
 Job opportunity
 Immediate results
 Benefits of Digital Marketing
Over Traditional Marketing

Reduced cost
Newspaper ads, television ads, and the likes cost a lot. Online
advertising on the other hand is something even young
entrepreneurs can afford right out of some saved up money.
Real time result
With traditional marketing, you have to wait for weeks,
sometimes even months before the boosts start to turn up.
In this battle of traditional vs. online marketing, online
marketing wins again owing to its quick results.
you can see everything in real time including:
• Number of visitors.
• Most active time of the day.
• Conversion rates.
• Bounce rates.
• When you have the result handy in real time, you
waste no time taking action.
Real time Result
Higher exposure
Now, you can’t claim that a television ad or an
advertisement on every newspaper in town is going to
cover the majority of the population. Any means of
traditional advertisement is limited to a certain locality.
Higher engagement

With traditional marketing, you cannot really interact

with your target audience. You need to wait out for the
responses to come in before you can plan your next step.
This is a long and tedious process.
Online marketing allows you to engage your audience in
real time. You can chat and discuss a lot about your
brand or Company with the actual audience
immediately. Yes, this demands more engagement from
your side too. You need to be prepared to invest that
much time or a public relations team into the marketing
budget.
 
Higher engagement
Quicker publicity

Very much due to the real time results of online

marketing, you get instant publicity. If you don’t, you at
least instantly know that this particular ad isn’t working
for you.
 
Non Interruptive
Audience can choose to skip Ads. Online advertising vs.
traditional advertising have some lesser discussed but
crucial differences. For example, the option of choice of
ads. With traditional marketing, flyers are handed to you
when you are rushing to board that bus. A television
commercial comes up on repeat cutting right through a
really interesting plot twist of your favourite TV show. 
In simple words….

Digital marketing is the use of the Internet,

mobile devices, social media, search
engines, and other channels to reach
consumers.
The internet has the potential to target the audience
living in any corner of the world.
There are many tools available such as:

• Google Analytics
• Google AdWords
• Facebook manager
• Linked in
• Twitter

These tools helps to show your ads to you

which earlier you were browsing
Types of Digital
Marketing ?
In digital marketing:
• There are such tools and platforms by using
them We can measure and exactly track from
where are customer coming from.
• We also measure the return or investments in
these case
• Accordingly you can take the decision to
continue or discontinue with a particular ad
platform
• If you are interested to get a free trial
there is a sign up form on the next page
and they are asking from you your full
name and e-mail

• Once you will fill this form a lead is

generated for a company
• You can see all the details about your visitors
who are presently on your website
• The tool like google analytics is very useful in
this.
• You can see that in your google analytical
account that
• At present 23 visitors are there on your website.
• And this data is changing very frequently in real
time.
• You can see:
• From which device the traffic is coming and so
many other details
In the age of internet :
• You can not force your audience.
• He can decide how, where, and when to consume the content
• Different people have different preferences
• One may like to read a blog
• One may like to watch a movie on youTube instead of TV
• One may like to watch cricket on mobile app
• Most of the ads on digital marketing match with your interest
For ex:
• Ads on YouTube, Facebook or any page of the website.
• You have option to stop these ads
• Why these ads?
• Topic you like or topic you don’t like
• Skip ads button from the YouTube
• Opt out from e-mail
• Stop popups from the browsers
Types of Digital Marketing
 Direct Marketing
 In-direct Marketing
 Content marketing
 Email marketing
 Social Media marketing
 SMS marketing
 SEO
 Mobile
 Direct Marketing

Direct marketing involves engaging with

leads or customers directly.
For example, sending a customer an email
that contains a promotional offer
 In-direct Marketing
• Indirect marketing is the type of marketing
whereby the seller and the customer
communicate indirectly.

•  Indirect marketing is a strategy in which you

put yourself in a position to be found by leads
 Direct marketing Indirect marketing

• Phone calls by • TV advertisement

employee • Facebook page
• Email • General public
• Database is needed • Social media fame
• Ex: income, location, page
profession • You Tube ads
• Magazine
• Bill boards
Content Marketing
The goal of content marketing is to reach
potential customers through the use of content.
Content is usually published on a website and
then promoted through social media, email
marketing, SEO, or even PPC campaigns.
The tools of content marketing include blogs,
ebooks, online courses and webinars.
SMS Messaging
Companies and non-profit organizations also use
SMS or text messages to send information about
their latest promotions or giving opportunities to
willing customers.

EX:
Bulk SMS
PROMOTIONAL SMS
SEO
SEO stand for Search Engine Optimization,
It is a process of getting quality traffic from fee,
or organic, search results on the search engines.

It’s important that the traffic you drive to your

website is relevant to your industry.
 Organic marketing
Organic marketing is the natural attraction and conversion
of interested and motivated people into new customers. It
aims to bring in new customers by being in the right
spaces rather than paying for advertising.
Organic marketing is all about generating results through
your creativity and time. Anything that isn’t paid for, can
essentially be classed as organic advertising.
Organic search traffic means you generate clicks from
search engines such as Google without having to pay for
them.
 Paid marketing
This is clearly defined by whether or not you have
had to pay a publisher for your content to appear,
whether that be Facebook, Google etc.

Paid advertisements on Google and Facebook tend

to sit alongside organic results and purposely
appear in a very similar format to organic results
and post
 • On-page SEO
• Off-page SEO

On-page SEO looks at what your site (or your

page) is about

Off-page SEO looks at how authoritative and

popular your site is.
On-page SEO- It includes providing good content, good
keywords selection, putting keywords on correct places,
giving appropriate title to every page that is in your
control.
Like – visibility of website depends on

On-Page SEO Checklist:

• URL structure
• Fast-loading pages, or page load speed
• Page content, Internal Linking
On-page SEO
Below are the primary factors that writers, content
managers and digital strategists take into account when
optimizing their website content:
• Title tags.
• Meta descriptions.
• Alt tags.
• URL structures.
• Media (images, videos).
• H1, H2 and H3 tags.
• Internal linking.
• Outbound linking.
• Mobile-responsiveness.
off-page SEO focuses on increasing the authority
of your domain through content creation and
earning backlinks from other websites. 
It includes link building, increasing link popularity
by submitting open directories, search engines,
link exchange, etc.

There are several off-site SEO factors, including:

• Backlinks to your website
• Brand mentions
• Social signals around your website
- Like quora
 On-page and off-page SEO work
together to improve your search
engine rankings in complementary
fashion.
Organic results are the natural results for which the company has
not paid anything to the google to be a part of search result
Social Media Marketing

 Listening
 Talking
 energizing
 supporting
What is listening?

Listening basically involves all the research

and development that you can do on a
social media platform
 E-mail Marketing
Email marketing is one of the most popular
types of digital marketing.

it’s the use of email for promoting one’s

products or services.
Email Marketing
• Email marketing is still one of the most
effective digital marketing channels.
• Many people confuse email marketing with
spam email messages, but that’s not what email
marketing is all about.
• Email marketing is the medium to get in touch
with your potential customers or the people
interested in your brand.
• Many digital marketers use all other digital
marketing channels to add leads to their email
lists.
• Email marketing is the act of sending a
commercial message, typically to a group of
people, using email. In its broadest sense,
every email sent to a potential or current
customer.
• E-mail marketing is the use of email to promote
your business. It is used to cultivate
relationships with potential customers, keep
current customers informed and updated on
your brand, offer coupons to encourage
customer loyalty.
What is email marketing used for?
• Email marketing can be used to build trust with
customers over time to turn them into repeat
customers.
• It is also an effective way to keep your
customers informed about new sales or
promotions you are running.
• People want to stay informed about your brand,
and email marketing is one of the best ways to
stay engaged with that audience.
• Sending emails with the purpose of enhancing the
relationship of a merchant with its current or previous
customers and to encourage customer loyalty and
repeat business.

• Sending emails with the purpose of acquiring new

customers or convincing current customers to purchase
something immediately.
Why Email-marketing

• Low Cost and Quick Deliver

• Enhanced success Rate
• Measurability and Flexibility
Types of email marketing

• Invitation emails
• Promotional Campaign (Coupons)
• Newsletter
• Direct emails (special offers)
• Transactional emails
Software used for Email marketing

• Mail Chimp
• Send in you
Usage of e-mail marketing

• Email marketing is a big Business

• Email marketing is effective
• Email marketing is direct marketing
• Email marketing is one-to-one marketing
• Email marketing is permission marketing
• Email marketing is Database marketing.
• Email marketing is inexpensive marketing
• Email marketing is Frequent marketing
What should be the email content?
Some examples of content:
you can include in your e-mails:
• Links to articles on your website
• Loyalty rewards for subscribers
• Customer testimonials
• Information about new promotions or sales
• Announcements about new items or services.
• Emails can also be used to simply remind
people who have expressed interest in your
company that you exist.
What should be the email layout?
As far as layout goes, consistency is key-
• Your emails should match the style of
your website, ads, and social media
accounts for consistent branding.
• Also, since about half of all emails are
opened on mobile devices, you’re going
to make sure your emails are mobile-
friendly.
Digital marketing platforms
• Social media like Facebook
• Twitter
• Instagram
• Business networking sites like LinkedIn
• Promotional ads via emails.
• Paid pop-ups
• Blogs
Objectives of E-Marketing
• Increased Revenues
• Build a Brand
• Save Cost
• Convenience
• Global Market
• Time effective marketing
• Miscellaneous
SMO (Social Media optimizations)
Social Media optimizations is a form of Internet
marketing that utilizes social networking websites
as a marketing tool. The goal of SMO is to
produce content that users will share with their
social network to help a company increase brand
exposure.
Social media marketing has become more
common with the increased popularity of
website.s
There are many popular networking services within
social Media marketing are:

• Facebook
• Instagram
• Twitter
• YouTube
• Snapchat
• Tiktok
• Myspace - In 2005, the site was purchased by
Rupert Murdoch's News Corporations and it
operated under Fox Interactive Media.

• LinkedIn - LinkedIn is a social networking

site designed specifically for the business
community. The goal of the site is to allow
registered members to establish and document
networks of people they know and trust
professionally
What Is Market Research?

Market research is the process of determining the

viability of a new service or product through
research conducted directly with potential
customers.
Market research allows a company to discover
the target market and get opinions and other
feedback from consumers about their interest in
the product or service.
This type of research can be conducted in house,
by the company itself, or by a third-party company
that specializes in market research. It can be done
through surveys, product testing, and focus groups.
Test subjects are usually compensated with product
samples and/or paid a small stipend for their time.

Market research is a critical tool in helping

companies understand what consumers want,
develop products that those consumers will use,
and maintain a competitive advantage over other
companies in their industry.
Disadvantages of digital marketing

Some of the downsides and challenges of digital

marketing you should be aware of include:

Skills and training – You will need to ensure that

your staff have the right knowledge and expertise
to carry out digital marketing with success. Tools,
platforms and trends change rapidly and it’s vital
that you keep up-to-date. 
Time consuming – tasks such as optimising online
advertising campaigns and creating marketing
content can take up a lot of time. It’s important to
measure your results to ensure a return-on-
investment. 

High competition – while you can reach a global

audience with digital marketing, you are also up
against global competition. It can be a challenge
to stand out against competitors and to grab
attention among the many messages aimed at
consumers online. 
Complaints and feedback – any negative feedback
or criticism of your brand is can be visible to your
audience through social media and review
websites. Carrying out effective customer service
online can be challenging. Negative comments or
failure to respond effectively can damage your
brand reputation.   
Security and privacy issues – there are a number
of legal considerations around collecting and using
customer data for digital marketing purposes.
Take care to comply with the rules regarding
privacy and data protection. 
 Characteristics of Digital Marketing

1. Measurable
2. Targeted
3. Remarketing
4. Communication Skills
5. Multi-Channel
6. Trustworthiness and Reliability
 Characteristics of Digital Marketing
1. Measurable
Digital Marketing has to be all about “digital”, in which
“digit” is what you really have to aware of.
Digital Marketing campaign has to be highly measurable
Results of traditional marketing methods are tough to
measure without knowing the detailed outcome, it's tough to
determine the outcome of a campaign. This is not the case
with digital marketing, each single digital marketing tactics
you use is measurable. You can do an in-depth analysis
through analytical tools such as google analytics, google
webmaster.
The data you are going gather will eventually be your
marketing assets as they can tell you what you have
done right or wrong and even give you insights on what
you may do next. This characteristic of digital
marketing is very important.
2. Targeted

An effective Digital Marketing campaign has to be

Targeted. The content you are presenting should focus on
a group of people. Sometimes we define them as a Persona
who would have a specific personality. The content should
specifically deliver a useful message to the target
audience. This can increase the engagement of the target
audience.
When the content is attracted to the target audience, the
message behind can be effectively delivered.
3. Remarketing

An effective Digital Marketing campaign should be able

to remarket the interested audience. You have already
targeted the vacation-sassy office lady on Facebook. She
has already clicked and read your content about the
holiday package. It is a strong signal that this Facebook
user has a high interests to the holiday package but she
didn’t ordered the package the first time she read the
content. Why not showing her the content again and
persuade her to complete the order? Your package might
not be the best choice to her but buying or not is all
about the moment. Give her enough impressions and
make her become your customer.
4. Communication Skills

Digital marketing is all about communication: it’s about

disseminating messages, building relationships, and
establishing trust, and none of this can be accomplished
without excellent communication skills. The key here is
being able to take a message and convey it to an audience
in a way that’s clear and concise, but also interesting and
relevant. This requires being able to see things from
another person’s perspective, being able to communicate
ideas in a way that will make sense to others, and having
awareness for knowing what others will find entertaining
and worthwhile.
5. Multi-Channel

An effective Digital Marketing campaign should

be using multi channels to syndicate the message.
Your target audience would access information
from different devices and from different media.
6. Trustworthiness and Reliability

Digital marketing requires you to work with both other

professionals and clients, it’s integral that your partners
and clients be able to trust you. In order to gain that trust,
you must be a hard-working, dedicated, and reliable
person who goes the extra mile to get a job done, who can
complete projects on time and according to plans, and
who doesn’t give up when things get tough
Conversion Rate Optimization
Conversion rate optimization is the process of
increasing the percentage of website visitors that
convert on your site.
Conversion rate optimization offers one of the
fastest, most effective methodologies for turning
your existing web traffic into paying customers.
What Is Conversion Rate (CRO) and How Do
You Calculate It?
Conversion rate is a ratio. It tells you what
percentage of visitors to your website actually
convert.
END of Session