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Digital Marketing

Vol. 2 – Internet MarketingByAmit Ranjan

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Internet marketing also known as internet advertising, online marketing & online advertising.

It is form of marketing and advertising which uses the internet to deliver promotional marketing message to customers.It includes email marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing (SMM), different types of display advertising, & mobile advertising.

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Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.

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Inte

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Search Engine Optimization

(SEO)Search Engine

Marketing (SEM)

Display Advertising

Affiliate Marketing

Mobile Advertising

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2.1 SEARCH ENGINE OPTIMIZATION (SEO)

• The process of affecting websites’ visibility in search engines’ unpaid results is known as Search Engine Optimization.

• These results are also known as “Natural”, “Organic” or “Earned” results. In SEO, we may target different types of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

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• In Internet marketing strategy, we considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience.

• Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

• Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

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2.2 SEARCH ENGINE MARKETING (SEM)

• It is also a form of internet marketing which involves the promotion of website by increasing their visibility in Search Engine Results Page (SERPs) through optimization and advertising.

• In this technique we use either SEO or Pay Per Click (PPC) method.

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2.3 DISPLAY ADVERTISING

• It is a type of advertisement that displays on websites. Display advertising carries its advertising message visually using text, logos, animations, videos, photographs, or other graphics.

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2.4 AFFILIATE MARKETING

• It is a type of performance based marketing. In this a business rewards one or more affiliates (means a person or organization officially attached to a larger body) for each visitor or customer brought by the affiliate's own marketing efforts.

• In this industry there are four core players: the merchant, the network, the publisher & the customer.

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2.5 MOBILE ADVERTISING

• It is a form of advertising through mobile phones or other mobile devices.• This type of advertisement is generally seen as a Mobile Web Banner (Top of Page) or Mobile Web Poster (Bottom of Page). SMS advertising is also a part of this. • There are other forms too, such as MMS advertising, advertising within mobile games, mobile videos, while mobile page loading, & audio advertising that appear before a voicemail recording or an audio played while interacting with business executives while telephonic interaction.

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