Rohit Sinha

Date- 9th May 2016

DIGITAL MARKETING

Introduction to Digital Marketing. Search Engine Optimization(SEO) Pay per click(PPC) Email Marketing Online Marketing Social Media Marketing(SMM)

AGENDA

What is Digital Marketing ?

Digital marketing -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.

DIGITAL MARKETING

SEO

EMAIL

ONLINE AD

PPC

SMS

SOCIAL MEDIA

Communicate with audience through

Objective of Digital Marketing

builds your BRAND drives brand LOYALTY increases SALES puts the customers in CONTROL provide CONVENIENCE increase SATISFACTION reduce the SALES COST provides targeted RESULT it is MEASURABLE

1. SEARCH ENGINE OPTIMISATIONSEO is a process of affecting the visibility of a website/webpage so that

it appears in the search result more frequently in order to receive more users and convert it into prospective customers.

Receiving more users on website

Digital Marketing Strategies

SEO objective

Who is the person you want most to find your website

Where do people search for products and services today

What do they type on Google when they need your product

How SEO Works

What happens when we do a web search? When we do a Google search, a software program called “SPIDER”, start working by

fetching a few web pages then it follows the links on those pages and fetch the pages they point to and so on....until it has indexed a big chunk on the web.

For example if we want to search How fast a cheetah can run, I will be typing “Cheetah running speed” the software searches Google index to find every page that includes all the search terms typed during searching.

How does Google decide which doc i want to see? This is done by asking few questions like: How many times your page contains these words Do the word appears in the title Does the page contains the synonyms for those words If the page is a quality page or not What is the page rank How many outside links points to this page Finally it combine all these factors together to produce each page overall score and

send back to our search result

SEO CATEGORIES

On-Page SEO, refers to all the things that you can do ON your website to help you rank higher, such as page titles, internal linking, meta tags & descriptions, etc

On-Page SEO, depends upon several deciding factors like

Page Content: The content of a page is very important, as the user sees it first and is thus extremely important to the search engines. Good content must supply a demand and must be linkable.

Title Tag: Title tags define the title of a document, these are meant to be an accurate and concise description of a page's content.

URL: Good URL structure http://www.dmoz.org/Games/Video_Games Bad URL structure http://www.imdb.com/title/tt0468569/

9• Off page SEO, refers to techniques that can be used to improve the position of a

web site in the search engine results page (SERPs). Unlike On- page SEO, Off-page SEO refers to activities

outside the boundaries of the webpage. • The most important are:a) Link Building- By building external links to your website you are gathering crowd.

For example if someone likes a page and references it from his/her website or blog, then this is like telling search engines that this page has good information.

b) Social Media- This helps to extend your network online, get connect with your friends, share things with each other, and promote your company/website to build an online reputation by blogging, forum posting, photo sharing, video promotions, article submission.

c) Search Engine Submission: Submit your website to the most popular search engines like Google, Yahoo, MSN, bing etc. to get listed for free.

2. PAY PER CLICK PPC is an auction, where each advertiser bid against each other to show up on

the top spot of a search engine in order to get you see their website. PPC is a fast and cost-effective form of Online Advertisement that

allows you to generate highly qualified traffic to your website. It’s a model of Digital Marketing where you pay fees only when your ad are clicked.

Digital Marketing Strategies

PPC work structure

Taking example of GOOGLE search engine, When a person clicks on the ad's, the advertiser is charged by GOOGLE. These ad’s are highly targeted towards certain KEYWORDS, which are very crucial for a website to get noticed by it’s targeted users.

• The GOOGLE search engine does three things for PPC to work: How much money the advertiser bids for the keywords How relevant the keyword is to the ad that is being shown Reviews the website landing page

USER

CLICK PPC Ad

(GOOGLE)

Traffic

Charged

WEBSITE

(Sales)

Effective PPC technique

• RESEARCH YOUR KEYWORDS: The advertiser should be very selective in dealing with “Keywords", as it’s the prerequisite before any business who is trying to go online. It is the Keyword, which helps people to find your Website from millions other present on www.

• OPTIMIZE YOUR KEYWORDS: Some Keywords perform better than the others, this happen because certain Keywords has best CLICK THROUGH RATE(CTR).

Clicks impression

OPTIMIZE YOUR WEBSITE: Get Keywords which are relevant to campaign your website. This will result in a better user experience for your visitor who clicks on your ad’s.

EYE CATCHING ADD: This gets you more click which in turn increases CTR+more visitors. Helps to stand out more than your competitors.

CTR(CLICK THROUGH RATE)

3. Email Marketing Email marketing is direct marketing a commercial message to a group of people

using emails. Sending Emails related to ad’s, request business, social sales, donation and is

meant to build loyalty, trust or brand awareness. For example: brands like Amazon, Flipkart, etc. deliver emails that are tailored to

meet the user’s requirement There are many tools that can make Email marketing effective like Mailchimp,

Exact target etc.

Digital Marketing Strategies

4. Online Advertising: Don’t confuse it with PPC! this involves the process of advertising on others website. For example, you can

buy a banner space on popular website, paying the website owner for the same. This generally includes below listed ones:

Web banner advertising - Web banners or banner ads typically are graphical ads displayed within a web page. Banner ads can use rich media to incorporate video, audio, animations, buttons etc to attract targeted customers.

Pop up- A pop-up ad is displayed in a new web browser window that opens above a website visitor's initial

browser window.

Digital Marketing Strategies

5. Social Media Marketing(SMM) Social media marketing refers to the process of

gaining traffic or attention through Social Media sites.

Need for SMMa) Showcase your Brandb) Develop a loyal community of prospectsc) Increase digital exposured) Expand salese) Boost traffic and search engine rankingf) Cut marketing costs

Digital Marketing Strategies

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