DIGITAL MARKETING
● INTRODUCTION TO DIGITAL MARKETING
Digital marketing is a component of marketing that utilizes internet and online
based digital technologies such as desktop, computer, mobile phones and other digital
media platforms to promote their products or services.
It can also be called as a simple process to promote the products or services using any
digital media platforms.
● COMPONENTS OF DIGITAL MARKETING
1. Search Engine Marketing (SEM)
2. Search Engine Optimization (SEO)
3. Social Media Marketing (SMM)
3.1 Social Media Optimization (SMO)
4. Content Marketing
4.1 Content Optimization
5. E-mail Marketing
6. Web Analytics
7. Conversion Rate Optimization (CRO)
8. Sales Funnels
Content
Marketing
E-mail
Marketing
Search Engine
Optimization
Digital
marketing
Search Engine
Marketing
Social Media
Marketing
Growth
Hacking
Web
Analytics
1.SEARCH ENGINE MARKETING (SEM)
#paid
In simple words, money is paid to the search engine to promote the products or services.
#google – sponsored/ad - whenever any ad has this written on it, it simply means that it is
paid and comes under SEM.
2.SEARCH ENGINE OPTIMIZATION (SEO)
#unpaid
No money is paid to the search engine to promote the product or services. It depends on the
content, how good it is.
The good the content, number of clicks etc, the link shows on top of the listing page.
This Photo by Unknown Author is licensed under CC BY-SA
> This is called SEARCH BOX. The words we type here are called KEYWORDS/ SEARCH QUERY.
Keywords ex: Best mobile phone under 15000
Keywords are of two types: 1. Long tail - more than 5 words (good for digital marketers)
2. Short tail- less than 5 words (good for customers)
>After typing the query and clicking enter, we get to a page like this which is called LISTING
PAGE or SEARCH ENGINE RESULT PAGE(SERP).
This Photo by Unknown Author is licensed under CC BY-NC
>The text in blue is called META TITLE (Listing Title).
>The text in Black is called META DESCRIPTION.
>The text in green is called URL(uniform resource locator) or link.
*BENEFITS AND DRAWBACKS OF SEM AND SEO
#Benefits of SEM
● Instant results
● More reach in less time
● The more the clicks the sales margin strikes higher instantly.
● Clicks doesn’t matter
● Once searched, the adds keep appearing everywhere
● Doesn’t wait for the people to search, it only appears.
#Drawbacks of SEM
● Heavy budget is required.
● Only marketed till you pay money, short period of time.
● Money has to flow.
#Benefits of SEO
● Results are long lasting.
● Free of cost.
#important points of SEO
● Consistency is the key.
● Clicks will affect the listing.
● Based on keywords and clicks.
#Drawbacks of SEO
● Takes lots of time and effort.
● There is a risk of competition, hence consistency is very important.
● Appears only if customer searches for it.
● Clicks affect.
3. SOCIAL MEDIA MARKETING
#paid
Money is paid to the different social media sites or platforms to promote the product or
services.
Ex: Facebook, Instagram etc.
SOCIAL MEDIA OPTIMIZATION
#unpaid
No money is paid to promote the products or services.
4. CONTENT MARKETING
It can be called as the mode of marketing that is used to promote the product or services.
There are four components of content marketing: 1. Text
2. Images
3. Video
4. Audio
5.WEB ANALYTICS
The after results of marketing can be called as web analytics. The clicks, sales etc.
6. CONVERSION RATE OPTIMIZATION (CRO)
In simple words, its is the money that is made through conversion (of clicks, search etc)
Clicks --- money
CRO depends on the Sales Funnel
SALES FUNNEL
It is a sequence of events that someone goes through to repeat customers.
This Photo by Unknown Author is licensed under CC
● Awareness: This is a process of letting the audience know and understand about the
product or services using different marketing techniques. Creating awareness is very
important because it helps in creating interest about the product or services.
● Interest: This is the next step where the audience are curious to know more about the
product or services, it helps them to make a decision.
● Desire: After taking interest about the product, the next step is to decide what they
want to do.
● Action: This is the final step where the audience buy the product or services.
TRADITIONAL MARKETING
This is a type of marketing that doesn't use any type of digital media platforms to promote
their product or services.
ex: Newspapers, Banners, Hoardings, Pamphlets etc.
Comparison between Digital Marketing and Traditional Marketing
● Expenses
● Faster
● Easy
● Customer Acquisition
● Less Wastage
● Target Demographic
> Digital Marketing is less expensive when compared to Traditional Marketing.
> Digital Marketing is a faster and easy way of marketing than traditional marketing
because the internet is everywhere.
> In Digital Marketing it is easy for businesses to target their audience.
> Digital Marketing is of less wastage because the whole work is done digitally, no
paperwork or printing required.
> It is easy to market in different demographic locations through Digital Marketing than
in Traditional Marketing.
GOOGLE FORMS OR SURVEY
Forms or survey is a method to gather information about the audience. This helps to connect
to the audience and know more about them and their interests. This information helps in
building a brand which is more likely to be liked by the audience.
Information can include:
● Personal information like : Name, Age, Gender, Phone number, Email Id.
● Demographic Location, Address.
● Income
● Preferences and Interests
INSTAGRAM
HASHTAGS ##
Hashtags # play a very important role in Social Media like Facebook, Instagram and YouTube
etc.
# can be seen under many posts , used along with different keywords because instagram
considers # first.
Using # can help in increasing the visibility of the posts.
VERIFIED TAG
It is a Blue Tick, usually seen alongside the social media ID’s of the public figures , famous
personalities and companies etc , given by the Meta platform, so that the public can know
that it is their original account.
But to get this tag they have to go through a series of verification process to make sure it is
them and not a fake person. The process includes
Apply for tag >> Aadhar card verification(Govt ID) >> NEWS(AV, Media) >> Magazine(Text or
images) >> Video Verification >> Verification done
● How does a non public figure gets verified?
They also have to go through the same verification process but before that they have to
get a registration certificate from the government which can be applied with the help of
a Chartered Accountant.
Registration certificate from government>>Apply for tag >> Aadhar card verification(Govt ID)
>> NEWS(AV, Media) >> Magazine(Text or images) >> Video Verification >> Verification done
It is very important that before registering with the government, the social media page has to
be popular among the audience , have maximum number of followers.
SEARCH ENGINE OPTIMIZATION(SEO)
Search Engine Optimization is an important aspect of Digital Marketing that aims to improve
the visibility and ranking of websites and webpages on Search Result Pages(SERP).
>By using various strategies and techniques, SEO helps businesses and individuals attract more
organic traffic to their websites, increase brand awareness and drive conversions.
SEO TECHNIQUES
● Onpage SEO
● Offpage SEO
> Mobile, Tabs and Laptop have different screen sizes, which results in different SEO. First five
lists are to be considered
> Searching with different keywords or making small changes in the keywords will help us
understand better about SEO.
> Keywords are basically the words or small sentences that are entered in the search box of
search engine by the user when looking about a query or information about products or
services.
> Keywords play a very important role in Digital Marketing and are very crucial in SEO, because
keywords can help in listing position of the website and bring organic traffic.
>