Presented by -:

Abhay Bhatt

Aditya Sai

INTRODUCTION

• Digital marketing is marketing that makes useof electronic devices such as computers,tablets, smartphones, cell phones, digitalbillboards, and game consoles to engage withconsumers and other business partners.

Organizational goals for digital marketing

What comes under digital marketing ?

• Content marketing

• SEO (Search engine optimization)

• Social media marketing

• Web analytics

• Online advertising

• Mobile advertising

Content Marketing

• Content marketing is the technique of creating and distributing relevant and valuable content to attract acquire and engage clearly defined and engaged target audience with objective of driving profitable customer action

Search Engine Optimization (SEO)

SEO is the work done on website to make it more prominent on search engines

Terminologies

• Rank

• Position

• Traffic

• Links

• Back links

• Outbound links

• Keywords• Short tail keywords • Long tail keywords

Offsite SEO1) Strategic link building 2) Social media marketing and online PR

Onsite SEOPage title, URL structure, Internal linking strategy and other onsite factors

Social Media Marketing

Web analytics

Online advertising

• Email Marketing

• Marketing Automation

• Mobile Marketing

• Social Media

• Pay per click

• Display advertising

Mobile Marketing

• There are close to 5 billion mobile phone subscribers

• Among them 1.6 billion are mobile internet users and 760 million mobile social network users

• Hence there is huge potential for mobile marketing

Types of Mobile marketing

• Apps

• Mobile-Websites (SEO)

• SMS

• Mobile Banners

• Emails

Social Media

• Facebook

• Twitter

• YouTube

• LinkedIn

Facebook

• More than 800 million active user, at least 50% of them log on any given day

• Average user has 130 friends

• There are more than 900 million objects that people interact with (pages, groups, events)

• More than 350 million users access Facebook through mobiles

• More than 7 million apps and websites are integrated with Facebook

How to advertise on Facebook

Build a Facebook Page

Connect to your audience with Ads

Engage your fans with great content on your Page

Influence the friends of your fans

Twitter

• 72% of the daily users publish blog posts at least monthly

• 48% of users share deals and coupons online

• 61% write at least 1 product review a month

• 23% follow businesses to special deals, promotions or sales

• Promoted tweets are paid ads thought which you can send ads to your target customer even though they are not your followers

• Also Started use of promoted videos

YouTube

• It is one of the most used video streaming site• More than 1 billion unique users visit YouTube

each month• Over 6 billion hours of video are watched each

month on YouTube—that's almost an hour for every person on Earth

• 100 hours of video are uploaded to YouTube every minute

• Mobile makes up almost 40% of YouTube's global watch time

Types of YouTube Ads• Display ads(banners) run across all areas of the site

except the Homepage• Overlay in-video ads are transparent overlay ads that

appear on the lower portion of your video• True View in-stream ads are skippable video ads that

are inserted before, during or after the main video• True View in-display ads appear alongside other

YouTube videos, or on websites that match your target audience

• Non-skippable in-stream ads are video ads that can be inserted before or during the main video and must be watched before the viewer can continue watching the content selected.

LinkedIn

• Its has 300 million users out of which 1.3 million small business owners, 5.5 million high tech managers, 2 million c level execs

• The marketing almost similar to Facebook

• It is mostly targeted for B2B marketing

Pay Per Click

• Pay-per-click advertising is a method of advertising in which advertisers pay for each ad clicked

• Pay per click advertisers bid on specific keywords in order to have their ads appear

• Pay-per-click advertising can only succeed if you’re bidding on the right keywords. PPC advertising can be extremely profitable if done correctly

Challenges Facing Digital Marketers

• Consumers use multiple digital channels and a variety of devices that use different specifications and interfaces

• Digital channels are relatively cheap, compared with traditional media as a result intensifying competition and harder to capture customer attention

• Consumers leave behind a huge trail of data in digital channels. It’s extremely difficult to get a handle on all that data