Introduction To Digital Marketing

the digital consullt
www.iftekharalam.in
• Each slide focuses on a different aspect of
Digital Marketing.
• In groups, brainstorm the answers to each
question.
• Draw from your own knowledge to elaborate the
concepts presented (YOU are the marketing
experts!)
Digital Marketing
Key points
 What is digital marketing?

 Why are people going online?
 What does digital marketing consist of?
 Search engine optimization (SEO)
 Social media Marketing (SMM)
 Digital marketing measurement
Digital Marketing Overview
Defition
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.
Digital Marketing
Why 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. If you have a website, how can these people reach
you?
overview
Over traditional marketing *
 Puts the consumer in control

 Provides convenience
 Drives brand loyalty
 Reduces the selling cycle
 Builds your brand
 It is measurable
 It is cost effective
Digital markiting
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 4 objectives
1. Reach the right audience

2. Engage with your audience
3. Motivate your audience to take action
4. Ensure efficient spending on your campaign
Digital marketing view
Key components
 Website design (user experience)

 Search engine optimization (SEO)
 Pay per click (PPC)
 Social media marketing (SMM)
 Email marketing
 Display advertising (banner ads)
Let’s look more closely at some of these key

components.
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.
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.
Advantages 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 day
 Geographic area
 Keywords and phrases
 Immediate feedback
 No guarantees
 Heavy competition
 You pay regardless of any sales
 Competitive keywords demand
higher bids
 Restricted to text and image ads
 Traffic stops when you stop
paying
Digital Marketing
)
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.
Digital Marketing Overview
Advantages of social media marketing (SMM)?
 Targeted traffic
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Ability to go viral therefore high visibility
 Cost effective (only time and effort)
Overview
Digital marketing measurement all
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
 www.iftekharalam.in
Digital Marketng Overview
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 right/top of search engine results)
 Microsoft’s Adcenter
 Yahoo’s search marketing (Overture)
FOR MORE INFORMATION
Blog: http://iftekharalam.in

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the digital consullt

 What is digital marketing?

What is digital marketing?

“Digital marketing” is the process of building and maintaining customer

Over traditional marketing *

 Puts the consumer in control

1. Reach the right audience

 Website design (user experience)

Let’s look more closely at some of these key

Search engine optimization (SEO) is the process of

All major search engines such as Google, Yahoo and

Advertisers place bids on keywords or phrases that they

Social media marketing definition

Social media is a medium or

Social media = a social instrument of

ROI (return on investment)

With SEO, PPC was born – (pay per click)

 Build ads around keywords and pay for

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