Unit 4
DIGIT
AL
MARK
ETING
KEYPOINT
S
What is digital marketing
Benefits of digital marketing
What does digital marketing consist of
SEO
PPC
SMM
Content writing
Digital marketing measurement
DEFINITIO
N
Digital marketing is an umbrella term for the marketing of products or
services using digital technologies, mainly on the Internet, but also including
mobile phones, display advertising, and any other digital medium.
BENEFITS OF DIGITAL
MARKETING
OBJECTIV
E
Reach the right audience
Engage with your audience
Motivate your audience to take your action
Maximize return on investment(ROI)
DIGITAL MARKETING
TOOLS
Sprout Social
Offerpop
Nanigans
Facebook’s Power Editor
Twitter Native Platform
Emma
Marketo
AdRoll
DIGITAL MARKETING CONSIST
OF
WHAT IS
SEO
Whenever you enter a query in a search engine and hit 'enter' you get a list of
web results that contain that query term. Users normally tend to visit websites
that are at the top of this list as they perceive those to be more relevant to the
query. If you have ever wondered why some of these websites rank better than
the others then you must know that it is because of a powerful web marketing
technique called Search Engine Optimization (SEO).
OPTIMIZATIO
N
PPC(PAY PER
CLICK)
What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of
using search engine advertising to generate clicks to your website, rather than
“earning” those clicks organically
ADVANTAGE OF
PPC
DISADVANTAGE OF
PPC
WHAT IS
SMM
Social media marketing (SMM) is a form of Internet marketing that utilizes
social networking websites as a marketing tool. The goal of SMM is to produce
content that users will share with their social network to help a company
increase brand exposure and broaden customer reach.
ADVANTAGE OF
SMM
Increased Brand Awareness
More Inbound Traffic
Improved Search Engine Rankings
Higher Conversion Rates
Better Customer Satisfaction
Improved Brand Loyalty
More Brand Authority
DISADVANTAGE OF
SMM
Negative feedback
Potential for embarrassment
Time intensive
CONTENT
WRITING
A website content writer or web content writer is a person who specializes in
providing relevant content for websites. Every website has a specific target
audience and requires a different type and level of content.
ADVANTAGES AND
DISADVANTAGES
You can get a lot of work
You’ll get disciplined
The rates are poor
It’s ghostwriting
It’s addictive
You can practice alot
DIGITAL MARKETING
AREAS
SEO (Search Engine Optimization)
SMO (Social Media Optimization)
SEM (Search Engine Marketing)
SMM(Social Media Marketing)
BENEFITS OF ONLINE MARKETING OVER
OFFLINE MARKETING
High return on investment (ROI) through Online Marketing.
Target only most interesting audience, pay only
You can start without spending with small amount.
Advertising your products on specific hours, time or day bases.
Fully Controlled as per your location, budget and time.
BENEFITS OF ONLINE MARKETING OVER
OFFLINE MARKETING
High return on investment (ROI) through Online Marketing.
Target only most interesting audience, pay only
You can start without spending with small amount.
Advertising your products on specific hours, time or day bases.
Fully Controlled as per your location, budget and time.
CONCLUSIO
N
The study started with the aim to analyse the different issues related to the digital
marketing. Based on the discussion it has been found that in case of the digital
marketing the most important aspect is to connect with the users. The ladder of
engagement has shown the approaches to attach with the customers. The study
has also revealed that in order to utilise the digital marketing in an effective way,
the companies are required to design an effective platform. With the example of
Pinterest the effectiveness of a social media platform has been discussed. The
current trends in the digital marketing have also been discussed in the study
