Digital marketing overview

Digital Marketing overview

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What is digital Marketing?Why are people going online?What are the benefits of digital MarketingWhat does digital marketing consists of?Search engine optimization (SEO)Social Media Marketing (SMM)Email MarketingPay per click (PPC)Digital Marketing MeasurementHow Digital Marketing Evolved

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What is digital marketing?

“Digital marketing” is the process of building and maintaining customer relationships through online activities to generate sales and/or capture customers that are searching on the Internet for answers and information.


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Why are people going online?

For information on a new product, service or location With the constant growth of the web, and more people getting connected every day, digital marketing has become a necessity for many organizations. This also includes small businesses that want to trade online and make a name for themselves on the web. The web is crowded with information.

whyWith the constant growth of the web, and more people getting connected every day, digital marketing has become a necessity for many organizations. This also includes small businesses that wants to trade online and make a name for themselves on the web.


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What are the benefits of digital marketing?

Puts the consumer in control Provides convenience Increase satisfactionDrives brand loyalty Reduces the selling cycle Builds your brand It is measurableIt is cost effective Connects You with Consumers on the Internet Prepares You for the Internet of ThingsGreat engagement


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Digital marketing objectives

One way to make sure you are found on the web is with an optimized digital marketing strategy. Most digital marketing strategies and campaigns have 5 objectives1. Reach the right audience 2. Engage with your audience 3. Motivate your audience to take action 4. Ensure efficient spending on your campaign 5. Maximize return on investment (ROI) Digital Marketing Overview


GOAL:

Generating traffic, sales and leads.

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Digital marketing components

Website design (user experience)

Search engine optimization (SEO) Pay per click (PPC)

Social media marketing (SMM) Email marketing.

Display advertising (banner ads)


GOAL:

Generating traffic, sales and leads.

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What is search engine optimization (SEO)?

SEO definition Search engine optimization (SEO) is the process of getting traffic from the “free,” “organic,” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.

Payment isn’t involved, as it is with paid search ads

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Build you SEO for user not for search engine

There are three types of search queries:"Do" Transactional Queries: I want to do something, such as buy a plane ticket or listen to a song."Know" Informational Queries: I need information, such as the name of the store or the best GYM in Mumbai."Go" Navigation Queries: I want to go to a particular place on the Internet, such as Facebook/twitter/linkedin etc or the homepage of the flipkart


The search engine primary responsibility is to serve relevant results to their users

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Search engine optimization (SEO)

Your website will be found.Improve your competitive edge Expand your customer base and target audience Cost effective Long term standings Free traffic Targeted traffic Higher sales (ROI) Global reach All the results can be measuredBetter conversion (sales) Increased visibility Your own 24 hour marketing team and shop front


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Basic search engine optimization (SEO) strategy

Use your keywords as anchor text when linking Use alt text + title text in links Name images to what they represent (add alt text + title text) Build links intelligently (link smartly) Create a sitemap (submit to Google and Bing webmasters html+XML)Include website analytics (Google Analytics)


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EMAIL MARKETING

Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Email marketing is a tool. Just like any tool, it can be used to benefit you or if used wrongly, may end up ruining your business. The difference between using an axe to chop a tree and using the same axe to accidentally chop of your arm is knowledge and application.


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EMAIL MARKETING

Low cost method. Compared to other methods of marketing such as pay per click ads, direct mailing, magazine ads, etc.

It’s fast. Send an email now and within seconds, the subscriber will get it. Time sensitive promotions, special offers, etc. can be made known to your customers immediately.

Many people check their email daily. As a marketer, you will be able to stay in contact and build brand awareness with your prospective clients and loyal customers.

There are excellent tracking features available with most auto responder services.


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What is pay per click (PPC)?

PPC definition Pay per click (PPC) is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, 'pay per click'. Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services.


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Pay per click (PPC)?

Very fast Get targeted visitors within hours (sometimes minutes) Can yield highly profitable results Great testing platform and can be highly targeted.Time of dayGeographic areaKeywords and phrasesImmediate feedback


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Disadvantages of pay per click (PPC)?

Very fast Get targeted visitors within hours (sometimes minutes) Can yield highly profitable results Great testing platform and can be highly targeted.Time of dayGeographic areaKeywords and phrasesImmediate feedback


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What is Social media marketing (SMM)?

Social media marketing definition Social media is a medium or instrument for communication, like a newspaper or a radio.


Social media = a social instrument of communication

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Advantages of social media marketing (SMM)?

Targeted traffic High return on investment (ROI) Require specialization or vast technical skillsAbility to go viral therefore high visibility Cost effective (only time and effort)


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Disadvantages of social media marketing (SMM)?

More time consuming than SEO and PPC No short term ROI Everything is public Ineffective use brand credibility loss


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Digital marketing measurement

ROI (return on investment) Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign. ROI tools Google analytics Google webmasters tools Basic Google search Google Adwords Social media monitoring tools


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How has digital marketing evolved over the years?

Back in the day, it was all about ….. Build a website Build links, build more links, and build even more backlinks Hope it shows up in Google someday Hope it displays on the results page with the right keywords (what people are typing in when they search) It was like fishing and hoping you will get a catch. With SEO, PPC was born – (pay per click) Build ads around keywords and pay for everyone that clicks the ad and visits your site Eg. Google’s Adwords (3 line ads that show up on the bottom/top of search engine results) Yahoo/Bing search marketing


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Digital marketing overview

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