DIGITAL AMRKETING

MODULE-1
Digital marketing also called online marketing, is the promotion of brands
to connect with potential customers using the internet and other forms
of digital communication. This includes not only email, social media, and
web-based advertising, but also text and multimedia messages as a
marketing channel.
SCOPE
1. Become a Professional Blogger:
Many digital marketing professionals choose full time blogging as their
career choice. With dedication and hard work, many professionals are now
successful bloggers in their chosen niche. Bloggers can generate income with
advertising & affiliate marketing strategies. Most bloggers can earn in the
range of $100 to $1000 per month with 1-2 years site. Top Celebrity bloggers
earn upwards of $10,000 per month.
2. Earn with Affiliate Marketing & AdSense:
You can start your blog/website/app in a specific niche of your interest and
initially work hard to build traffic & viewers. After generating good traffic,
you can make a good income with AdSense & affiliate marketing techniques.
Most professionals develop micro niche website focusing on specific topics
to generate quality traffic. Study our in-depth Affiliate Marketing Guide.
3. Start Freelancing Services:
Freelancing is the concept of offering your services to clients as an
individual. Sitting at your home/office you can build your clients globally.
Many online freelancing services like fiverr.com, freelancer.com etc are a
great platform to start freelancing career.
4. Start your own agency:
If you have experience in managing a business & have resources, contacts.
You can start your own full-time digital marketing agency. With your agency,
you can able to build marketing strategies for clients and implement them
with digital marketing.
5. Become a YouTuber:
You can choose to become a full-time YouTuber in a selected niche. You need
to focus on the quality of content and building your audience base on
YouTube. Once you start getting subscribers and views, you can make money
with YouTube monetisation.
6. Start your Drop shipping business:
Drop shipping a business model in which you can sell products online to
customers without owning the inventory physically with you. Generally in
this business you need to develop an e-commerce website in Shopify and
select your products based on your research. Then you connect your store
with manufacturer and online retailers from China from Ali Express.
All the product prices are marked up and when your sell a product, the
manufacturer will directly send the product to customer and you make a
profit.
7. Future Scope of Online Careers for Professionals/Students
If you learn digital marketing you will open a door to many new online
opportunities while studying or working in your present job. As per industry
statistics many digital marketers have built their personal brand by
becoming an influencer in selected niche. Students can work part-time
online for various digital marketing agencies.
8. Scope as Trainer or Coach
If you are passionate about teaching and have prior teaching experience and
really love to share your knowledge with others, you can build a great career
as Digital Marketing Trainer/Online Coach. To become a quality trainer you
must develop in-depth practical understanding of each topic and work on
real-time projects before delivering training. Become an online or classroom
trainer only after your get adequate amount of experience with all the
technologies.
CONTENT MARKETING
Content marketing is a marketing strategy used to attract, engage, and
retain an audience by creating and sharing relevant articles, videos,
podcasts, and other media. This approach establishes expertise, promotes
brand awareness, and keeps your business top of mind when it's time to buy
what you sell.
What are the basics of content marketing?
Here are the seven fundamentals that are essential to any successful
content marketing program.
• Understand Your Business Objectives. ...
• Get Executive Buy-In. ...
• Understand Your Audience's Pain Points. ...
• Create a Documented Content Strategy. ...
• Identify the Methods and Metrics for Measurement.
Content marketing includes things like educational articles, e-books,
videos, entertainment, and webinars that answer specific questions
people have and provide them with something they can't get elsewhere.

Social media marketing

It is the use of social media platforms and websites to promote a
product or service. ... Companies address a range of stakeholders through
social media marketing, including current and potential customers, current
and potential employees, journalists, bloggers, and the general public.
According to Buffer, there are five key pillars of social media marketing:

• Strategy: This step involves determining goals, the social media

channels to be used, and the type of content that will be shared.
• Planning and Publishing: Businesses should draft plans of what
their content will look like (i.e. will there be videos? Photos? How
much script?) and decide when it will be put out on the platform.
• Listening and Engagement: Monitoring what users, customers, and
others are saying about the posts, brands, and any other business
assets. This may require the adoption of a social media engagement
tool.
• Analytics and Reporting: Part of being on social media is knowing
how far posts are going, so reports of engagement and reach are very
important
• Advertising: Purchasing ads on social media is a great way to
promote and further develop a brand.

Email marketing
it is the act of sending a commercial message, typically 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. It involves using
email to send advertisements, request business, or solicit sales or donations.
Advantages and Disadvantages of Email Marketing
Just like any other marketing channel, email marketing has pros and
cons. Let’s briefly dive into some of the more significant ones:

Advantages of Email Marketing

Email Is Permission-based
When a customer trusts you with their email address, it’s the virtual
equivalent of being given the keys to their house. Gaining permission to
enter rather than showing up uninvited increases the chances of
engagement and conversion.

Affords You Direct Access to Your Audience

You can communicate directly with subscribers on their schedules. In
addition, because people check their emails daily, your email is likely to
be viewed.

Gives You More Control

With most other marketing platforms, you don’t own the platform. If the
platform ceases to exist, all your hard work sinks with it.

With email, you own the relationships you forge with your subscribers.

More Personalization Capabilities

You can use demographic or psychographic data to create personalized
and hyper-targeted campaigns. Research shows segmented and
personalized campaigns increase revenue by as much as 760 percent.
Measurable
Measuring the effectiveness of a marketing campaign is crucial,
and automated email marketing makes measuring your campaign a
breeze.
Scalable
Email marketing campaigns can scale without putting a strain on your
resources or compromising quality.
Disadvantages of Email Marketing

Tough Competition
Standing out in a cluttered inbox can be quite a challenge. You have to
be creative to ensure your emails get noticed and opened.

You Need an Email List

With email marketing, you must already have an email list for your
campaigns to be effective.

What Is Mobile Marketing?

Mobile marketing is any advertising activity that promotes products and
services via mobile devices, such as tablets and smartphones. It makes use
of features of modern mobile technology, including location services, to
tailor marketing campaigns based on an individual's location.

Mobile marketing is a way in which technology can be used to create

personalized promotion of goods or services to a user who is constantly
connected to a network.

• Mobile marketing is an advertising activity that uses mobile devices,

such as text promos and apps via push notifications.
• Mobile marketing audiences are grouped by behaviors and not by
demographics.
• Mobile marketing is a subset of mobile advertising.
• Marketing faces privacy issues related to data collection.
• Mobile marketing is much more affordable than traditional marketing
on television and radio.
Pros
• Easy to set up and monitor
• Cost-effective
• Real-time access to potential customers

Cons
• Data privacy concerns
• Possible increased data costs for the user
• Little room for error
What Is Affiliate Marketing?
Affiliate marketing is an advertising model in which a company
compensates third-party publishers to generate traffic or leads to the
company’s products and services. The third-party publishers are affiliates,
and the commission fee incentivizes them to find ways to promote the
company.

• Affiliate marketing is a marketing scheme in which a company

compensates partners for business created from the affiliate's
marketing tactics.
• Digital marketing, analytics, and cookies have made affiliate
marketing a billion-dollar industry.
• Firms typically pay affiliates per sale and less frequently by clicks or
impressions.
• The three main types of affiliate marketing are unattached affiliate
marketing, involved affiliate marketing, and related affiliate
marketing.
Pros
• Access to a broader market
• Better accounting of qualified leads
• Low-cost advertising

Cons
• Subject to fraud
• Less creative control
• Vulnerable to theft

Examples of Affiliate Marketing

Amazon Affiliate Marketing

What is search engine marketing?

Search engine marketing (SEM) is a digital marketing strategy used to
increase the visibility of a website in search engine results pages (SERPs).

Why is SEM important?

With an increasing number of consumers researching and shopping for

products online, search engine marketing has become a crucial online
marketing strategy for increasing a company’s reach.
In fact, the majority of new visitors to a website find it by performing a query
on a search engine.

In search engine marketing, advertisers only pay for impressions that result
in visitors, making it an efficient way for a company to spend its marketing
dollars. As an added bonus, each visitor incrementally improves the
website’s rankings in organic search results.

Since consumers enter search queries with the intent of finding information
of a commercial nature, they are in an excellent state of mind to make a
purchase, compared to other sites such as social media where users are not
explicitly searching for something.

SEO
stands for “search engine optimization.” In simple terms, it means the
process of improving your site to increase its visibility when people search
for products or services related to your business in Google, Bing, and other
search engines. The better visibility your pages have in search results, the
more likely you are to garner attention and attract prospective and existing
customers to your business.
GOALS OF DIGITAL MARKETING

• Increasing problem and solution awareness: Your online

marketing can help prospective customers become aware of
something they need, an effect called problem awareness. Your
marketing can also make prospective customers aware that your
company provides a solution to a problem — called solution
awareness. Your objective is to help people realize that you can take
them from the “Before” state, in which they have a problem, to the
desired “After” state, in which they have obtained a positive solution.
• Acquiring new leads and customers: Gaining more leads and
customers is a primary objective of most businesses. Without
generating new leads and customers, your business will never grow
beyond what it is now. You need to bring in new blood in order to scale
your business.
• Activating leads and customers: If you've been in business for more
than a few months, you likely have leads and customers who have yet
to buy or haven't bought in a while. You can use your digital marketing
campaigns to encourage people to buy from you for the first time, as
well as to remind past customers who haven't purchased from you
lately of the value you bring and why they should buy from you again.
Your digital marketing campaigns can activate these dormant leads
and customers and help keep your business in mind.
• Monetizing existing leads and customers: Acquiring new leads and
customers is expensive and time consuming. Don't forget to create
digital campaigns intended to sell more products and services to those
new leads and customers. Monetization campaigns make upsell, cross-
sell, and other types of offers to sell more to your best leads and
customers
• Onboarding new leads and customers: New leads and customers
deserve special treatment simply because they are new. They need to
be taught who you are and how to be successful with what they've
purchased. To achieve this goal, create content such as welcome
emails or welcome packets that tell people how to use your product or
service, what they can expect, and where they can go if they need help
with their purchase.
 • Building community and advocacy: To move prospects, leads, and
customers beyond a shallow, transactional relationship, you need to
build campaigns that create communities of advocates and brand
promoters. One of the most effective ways to achieve this advocacy is
through social media, such as through a Facebook group or a Twitter
page. Here, people can reach out if they have praise for or questions
about your product or service. By creating an outlet, you help to
cultivate a sense of community for your customer base, which leads to
increased satisfaction and loyalty

Advantages and disadvantages of digital marketing

Guide
Digital marketing benefits businesses of all sizes by giving access to the mass
market at an affordable price. Unlike TV or print advertising, it allows truly
personalised marketing. Digital marketing also comes with a number of
challenges you should be aware of.

Advantages of digital marketing

The main advantage of digital marketing is that a targeted audience can be
reached in a cost-effective and measurable way. Other digital marketing
advantages include increasing brand loyalty and driving online sales.

The benefits of digital marketing include:

• Global reach - a website allows you to find new markets and trade
globally for only a small investment.
• Lower cost - a properly planned and well targeted digital marketing
campaign can reach the right customers at a much lower cost than
traditional marketing methods.
• Trackable, measurable results - measuring your online
marketing with web analytics and other online metric tools makes it
easier to establish how effective your campaign has been. You can
obtain detailed information about how customers use your website or
respond to your advertising.
• Personalisation - if your customer database is linked to your website,
then whenever someone visits the site, you can greet them with
 targeted offers. The more they buy from you, the more you can refine
your customer profile and market effectively to them.
• Openness - by getting involved with social media and managing it
carefully, you can build customer loyalty and create a reputation for
being easy to engage with.
• Social currency - digital marketing lets you create engaging campaigns
using content marketing tactics. This content (images, videos,
articles) can gain social currency - being passed from user to user and
becoming viral.
• Improved conversion rates - if you have a website, then your
customers are only ever a few clicks away from making a purchase.
Unlike other media which require people to get up and make a phone
call, or go to a shop, digital marketing can be seamless and immediate.
Disadvantages of digital marketing
Some of the downsides and challenges of digital marketing you should be
aware of include:

• Skills and training - You will need to ensure that your staff have the
right knowledge and expertise to carry out digital marketing with
success. Tools, platforms and trends change rapidly and it's vital that
you keep up-to-date.
• Time consuming - tasks such as optimising online advertising
campaigns and creating marketing content can take up a lot of time.
It's important to measure your results to ensure a return-on-
investment.
• High competition - while you can reach a global audience with digital
marketing, you are also up against global competition. It can be a
challenge to stand out against competitors and to grab attention
among the many messages aimed at consumers online.
• Complaints and feedback - any negative feedback or criticism of your
brand is can be visible to your audience through social media and
review websites. Carrying out effective customer service online can be
challenging. Negative comments or failure to respond effectively can
damage your brand reputation.
• Security and privacy issues - there are a number of legal
considerations around collecting and using customer data for digital
marketing purposes. Take care to comply with the rules regarding
privacy and data protection.
DIGITAL CONSUMER

people who use technology to buy and sell products and services are
known as digital consumers. They are the same people who walk into your
business, order on a telephone, or request for a discount.

The Six Types of Digital Consumers

• Digitally Driven Segment.
• Calculated Shoppers.
• Basic Digital Consumers.
• Retail Scouts.
• Brand Scouts.
• Eternal Shoppers.

MODULE-2
What exactly are blogs?
A blog (a truncation of "weblog") is a discussion or informational website
published on the World Wide Web consisting of discrete, often informal
diary-style text entries (posts). Posts are typically displayed in reverse
chronological order, so that the most recent post appears first, at the top of
the web page.

The four most common types of blogs are Personal blogs, Business blogs,
Niche blogs, and Affiliate blogs. Let's discuss them one by one. Personal
blogs are the pioneers of the blogging industry.
A website is a collection of web pages and related content that is identified
by a common domain name and published on at least one web server.
Notable examples are wikipedia.org, google.com, and amazon.com.

Social media

It is an internet-based form of communication. ... There are many forms

of social media, including blogs, micro-blogs, wikis, social networking sites,
photo-sharing sites, instant messaging, video-sharing sites, podcasts,
widgets, virtual worlds, and more.
The six types of social media, though this can be broken down in many ways,
include social networking, bookmarking, social news, media sharing,
microblogging, and online forum sites.

Which site is best for mobile phones?

Trusted Online Mobile Selling Websites in India in 2022
1. Amazon.in (Amazon India) – The shopping portal of choice. ...
2. Flipkart – Best platform for mobiles and smartphones. ...
3. Snapdeal – Where shoppers meet their dream products. ...
4. Paytm- Buy the best mobiles and smart phones. ...
5. Tata Cliq –The latest in online shopping experiences.
Top 10 popular ecommerce sites Indians like to shop at
• Amazon India.
• Flipkart.
• Snapdeal.
• Alibaba.
• Ebay India.
• Jabong.
• Shopclues.
• Amazon.
6 Steps for Creating an Online Presence
1. Set Your Online Marketing Goals. ...
2. Create an SEO Strategy. ...
3. Build Your Business Website. ...
4. Leverage Social Media Marketing. ...
5. Run Effective Email Campaigns. ...
6. Build and Execute an Effective Content Marketing Strategy.

Here are the steps for buying and registering your domain name.
1. Choose a Reliable Domain Registrar. ...
2. Find a Domain Availability Checker Tool. ...
3. Choose the Best Domain Name Option. ...
4. Purchase Your Domain Name and Complete Its Registration. ...
5. Verify Ownership of Your New Domain.
Web hosting services
it work by maintaining stable and secure storage spaces. While web
hosts provide more than just simple data storage, it's a core part of their
functionality. Hosts store data on hardware called web servers, which allows
for easy maintenance and access by online users
How to promote your website

1. Solidify your website SEO

2. Take advantage of email marketing
3. Start a blog
4. Try guest blogging
5. Harness the power of social media
6. Submit your site to online directories
7. Post on forums
8. Reach out with outreach marketing
9. Say it with your signature
10. Focus on quality

What Is a Content Marketing System?

Content marketing is a form of inbound marketing. It encourages leads to
come to you, rather than you attempting to grab their attention. It’s a
powerful strategy that has the potential to cut through the noise of modern
advertising and drive traffic directly where you want it to go. But with
countless other companies vying for the same market share, it takes much
more than the occasional well-written article posted on your blog. A content
marketing system isn’t a computer program or a way of automating
campaign processes — it’s a plan of action, a series of guidelines, and a set of
aspirations. You build your system by:
• Establishing your requirements
• Defining your target audience
• Understanding the value you add to a customer’s life
• Generating the best content for a given situation
• Working efficiently
• Structuring criteria for success
• Evaluating the return on your investment
What is Website Content Writing?

Website content writing is any writing on a website. If that sounds broad, it’s
because it is. Let’s explore the types of content writing that are generally
found on a website.

• Blogs: No longer just for writing about your feelings or the day, blogs
are an important component of a website’s content marketing
strategy. Blog posts are often short—around 750 words—and are
designed to inform, entertain, and delight your readers.

• Case Studies: Brands can use case studies to illustrate their value
proposition by writing about how their product or service helped a
customer or client. Case studies are specific to a brand and should
provide in-depth details or data around results.

• Checklists: Often downloadable, checklists are fantastic pieces of lead

generation content, content that aims to attract potential new clients.
Templates should offer concise, actionable steps for readers. If the
content is downloadable, companies should also ensure their branding
is present on the piece.

• Ebooks: Another type of lead generation content, ebooks are long-

form writing packaged into a book, generally in PDF format. Ebooks
are an opportunity for brands to provide thought leadership on a given
topic, strengthening their authority on a given topic.

• Website Copy: Content that appears on pages of your website like a

homepage, landing page, about page, or FAQ. Copy on your website
should explain your brand, sell your product or service and lead
readers throughout your site.

• White Papers: Shorter than ebooks, these pieces of content generally

focus on one specific topic or problem and offer solutions or data to
solve the issue. White papers are another excellent lead generation
tactic.

Good practices in website content creation

1. Understand your audience

1. Align content with keyword research
2. Find a unique angle
 3. Write for accessibility
4. Automate tasks
5. Implement quality standards
6. Write with SEO in mind
7. Keep a content inventor

What are keywords?

A keyword, or a focus keyword as some call it, is a word that describes the
content on your page or post best. It’s the search term that you want to rank
for with a certain page. So when people search for that keyword or phrase in
Google or other search engines, they should find that page on your website.

Where to add your keyword

As well as distributing your keyphrase throughout your text, there are some
other places that you should also add your keyword. Remember, always add
keywords in moderation and put readability first!

• Page title and SEO title

You should always add your keyword in your page title. Ideally you
want to add it at the start of your title, especially if your title is long.
The same goes for your SEO title, or meta title.
• Subheadings
You should add your keyword to some of your subheadings (H2 and
H3), but not all. It’s just the same as with the keyphrases in your main
text. Use your keyword in a heading or a couple of subheadings,
depending on the length of your page or post.
• Introduction
The introduction is the first paragraph of normal text on the page.
Your introduction should get straight to the point, so Google and your
readers know what you’ll be talking about. This is a great opportunity
to include your keyphrase!
• Image alt text
Hopefully, your page or post includes an image related to the topic
you’re writing about. Add some alt text to your images and see if you
can find a natural way to include your keyword.
• Meta description
Your meta description is part of the text Google displays in its search
 results. It should contain a short description of what users can find on
your page. It’s another great place to add your keyphrase, too!
What you mean by branding?
Branding is the process of giving a meaning to specific organization,
company, products or services by creating and shaping a brand in
consumers' minds. ... The objective is to attract and retain loyal customers
and other stakeholders by delivering a product that is always aligned with
what the brand promises.

How to promote your website online

1. Search engine optimization

2. Guest blogging

3. Content marketing

4. Social media

5. Email marketing

6. Google My Business

7. Quora

8. Online communities and aggregators

9. Pay-per-click advertising

10. Giveaways
MODULE-3

elements of social media marketing campaign

1. Creating an audience persona

2. Goal-setting and objectives

3. Budgeting

4. Resourcing/team building

5. Research

6. Choosing your platforms

7. Producing content

8. Integrating with the rest of your digital strategy

9. Tracking analytics

What is content creation plan?

A content plan determines the content you hope to create and sets
expectations for how it should be created. Your content plan will outline
who's responsible for making the content, what the content's purpose is, and
how the content will impact your overall content strategy.

What is the meaning of content creation?

Content creation is the contribution of information to any media and most
especially to digital media for an end-user/audience in specific contexts. ... A
Pew survey described content creation as the creation of "the material,
people contribute to the online world."
Campaign tracking

In its broadest definition, campaign tracking refers to a method of

identifying how users discover your site. Specifically, you use campaign
tracking in Google Analytics to accurately track online advertising
campaigns to your website, both from Google Ads generated campaigns as
well as from other advertising sources.
Analyze your campaign performance
1. Choose your objective. Three common goals of marketing campaigns
are to
2. Identify your key metrics based on the campaign goal.
3. Set up conversion tracking and Lead Gen Forms.
4. Evaluate ad performance.
5. Optimize with demographic insights.
6. Optimize with performance insights.

What are the services of social media management?

Social Media Services That Agencies Should Offer Clients

• Channel-specific social media services. ...
• Strategy planning. ...
• Account/profile creation and branding. ...
• Content creation. ...
• Content publishing. ...
• Research and analysis. ...
• Education and consulting. ...
• Campaign and community management.

What is meant by video marketing?

Video marketing means using videos for promoting and telling people
about your product or service. It helps increase engagement on your
digital and social channels, educates your audience, and allows you to reach
them with a new medium

Viral marketing

itis a sales technique that involves organic or word-of-mouth

information about a product or service to spread at an ever-increasing
rate. The internet and the advent of social media have greatly increased the
number of viral messages in the form of memes, shares, likes, and forwards.
Good practices in social media best practices
1. Research your customers. ...
2. Conduct a competitor audit. ...
3. Establish and maintain your brand's voice. ...
4. Choose the right time and amount to post. ...
5. Use tools to plan and automate tasks. ...
6. Respond to customers promptly. ...
7. Tap into subject matter experts at your organization.

MODULE-4

There are two major categories within search marketing:

• SEM, which uses PAID strategies to appear in search

• SEO, which uses ORGANIC strategies to appear in search

What is SEM?
SEM, or search engine marketing, is often considered the part of search
marketing that uses PAID tactics to gain visibility in SERPs. A paid SEM
strategy includes both the activities involved with setting up and
optimizing ads as well as setting a budget that pays for the placement of
ads.

What is SEO?
SEO, or search engine optimization, is the part of search marketing that
uses ORGANIC tactics to gain visibility in SERPs. With SEO, brands don’t
pay for placement on SERPs. Instead, they use a variety of tactics that
prompt search engines to show their content near the top of SERPs
because the result is valuable and authoritative.

SEO includes hundreds of tactics that can help a brand increase their
search rankings. These white hat SEO techniques are often grouped into
three categories.

• On-page SEO optimizes each individual page of a website to target

a specific keyword and appeal to search engines. These strategies
include: keyword research, content creation, and keyword
optimization. On-page optimization in SEO helps search engines
understand a page of content and, therefore, give it higher ranks.
• Technical SEO optimizes the non-content elements of a website
and the website as a whole to improve its backend structure and
foundation. These strategies relate to: site speed, mobile
friendliness, indexing, crawlability, site architecture, structured
data, and security. Technical SEO improves both user and search
crawler experience, which leads to higher search rankings.
• Off-page SEO builds a website’s reputation and authority by
connecting it to other high-quality websites. Off-page SEO
techniques include: link building (acquiring high-quality backlinks)
from other websites and managing local listings and directory
profiles. When many websites link to a brand’s website, it shows
search engines that the brand’s website is trustworthy, reliable, and
reputable, which increases its search rankings.
TREDNS IN SEM
floating add
floating advertisement is a type of Internet advertisement used by a
number of different companies and seen on various websites throughout
the Internet. ... This type of ad will usually appear when a website is loaded,
will appear “over” the website itself and likely disappear on its own in a set
period of time.

Pop-up ads
pop-ups are forms of online advertising on the World Wide Web. A pop-up
is a graphical user interface display area, usually a small window, that
suddenly appears in the foreground of the visual interface

An email marketing application is a program that allows you to create and

send emails to a list of contacts. A good email marketing application will
also track your emails and collect data that you can analyze and review so
you can continue improving and tailoring your next email campaign.

What is meant by mobile marketing?

Mobile marketing relates to any promotional activity that takes place on
smartphones and other handheld devices, including tablets and other
cell/mobile phones. Mobile marketing aims to reach an audience of mobile
users through methods such as mobile-optimized ads, push notifications and
mobile applications.

MODULE-5

What is the ethical and legal issues in digital marketing detail?

Ethical issues with respect to e-marketing involves web tracking, Privacy
preserve, Paid advertisement etc., With content informing, remote web
mail, picture transferring, video recordings, and even video
conferencing from phones and other individual specialized gadgets with
implicit amplifiers and cameras

What is meant by remarketing?

Remarketing (also known as retargeting) is the tactic of serving targeted
ads to people who have already visited or taken action on your website.
... Remarketing can be used to promote a specific product or offering, or to
achieve a certain conversion goal such as lead generation
What is on page and off page SEO?
On Page SEO: On-page SEO is a technique that is used for optimizing
individual web pages in order to rank higher and earn more relevant traffic
in search engines. ... Off page Seo includes link building, increasing link
popularity, search engine, link exchange etc. In on page seo we will
analyze complete website

BASIS FOR
SEO SEM
COMPARISON

Expands to Search Engine Optimization Search Engine Marketing

Meaning It is a method used for It is an online marketing

maximising the number of technique which involves

BASIS FOR
SEO SEM
COMPARISON

visitors of a website by promotion of the website by

ensuring the higher increasing visibility of the site

position of the site by in SERPs with the help of

optimising the search. optimisation and advertising.

Relationship SEO is a part of SEM. SEM is a broad term used for

traffic generation and is a

superset of SEO.

Traffic Volume Controllable Obscure and long-term

Search type Natural (Organic) Paid

Cost Inexpensive Expensive

What are the five best practices for designing media on the web?
Get a Proposal!
• Create a design that fits your business. ...
• Opt for simple navigation. ...
• Use responsive design. ...
 • Use visual elements. ...
• Check your readability. ...
• Include social media buttons. ...
• Write strong calls to action.

Components of a digital marketing plan

Advertising

Online advertising involves bidding and buying relevant ad units on third-

party sites, such as display ads on blogs, forums, and other relevant websites.
Types of ads include images, text, pop-ups, banners, and video. Retargeting
is an important aspect of online advertising. Retargeting requires code that
adds an anonymous browser cookie to track new visitors to your site. Then,
as that visitor goes to other sites, you can serve them ads for your product
or service. This focuses your advertising efforts on people who have already
shown interest in your company.

Content marketing

Content marketing is an important strategy for attracting potential

customers. Publishing a regular cadence of high-quality, relevant content
online will help establish thought leadership. It can educate target customers
about the problems your product can help them resolve, as well as boost SEO
rankings. Content can include blog posts, case studies, whitepapers, and
other materials that provide value to your target audience. These digital
content assets can then be used to acquire customers through organic and
paid efforts.

Email marketing

Email is a direct marketing method that involves sending promotional

messages to a segmented group of prospects or customers. Email marketing
continues to be an effective approach for sending personalized messages
that target customers’ needs and interests. It is most popular for e-
commerce business as a way of staying top of mind for consumers.

Mobile marketing

Mobile marketing is the promotion of products or services specifically via

mobile phones and devices. This includes mobile advertising through text
messages or advertising in downloaded apps. However, a comprehensive
mobile marketing approach also includes optimizing websites, landing
pages, emails, and content for an optimal experience on mobile devices.

Paid search

Paid search increases search engine visibility by allowing companies to bid

for certain keywords and purchase advertising space in the search engine
results. Ads are only shown to users who are actively searching for the
keywords you have selected. There are two main types of paid search
advertising — pay per click (PPC) and cost per mille (CPM). With PPC, you
only pay when someone clicks on your ad. With CPM, you pay based on the
number of impressions. Google Adwords is the most widely used paid search
advertising platform; however, other search engines like Bing also have paid
programs.

Programmatic advertising

Programmatic advertising is an automated way of bidding for digital

advertising. Each time someone visits a web page, profile data is used to
auction the ad impression to competing advertisers. Programmatic
advertising provides greater control over what sites your advertisements
are displayed on and who is seeing them so you can better target your
campaigns.

Reputation marketing

Reputation marketing focuses on gathering and promoting positive online

reviews. Reading online reviews can influence customer buying decisions
and is an important component of your overall brand and product
reputation. An online reputation marketing strategy encourages customers
to leave positive reviews on sites where potential customers search for
reviews. Many of these review sites also offer native advertising that allows
companies to place ads on competitor profiles.

Search engine optimization

Search engine optimization (SEO) focuses on improving organic traffic to

your website. SEO activities encompass technical and creative tactics to
improve rankings and increase awareness in search engines. The most
widely used search engines include Google, Bing, and Yahoo. Digital
marketing managers focus on optimizing levers — such as keywords,
crosslinks, backlinks, and original content — to maintain a strong ranking.
Social media marketing

Social media marketing is a key component of digital marketing. Platforms

such as Facebook, Twitter, Pinterest, Instagram, Tumblr, LinkedIn, and even
YouTube provide digital marketing managers with paid opportunities to
reach and interact with potential customers. Digital marketing campaigns
often combine organic efforts with sponsored content and paid advertising
promotions on key social media channels to reach a larger audience and
increase brand lift.

Video marketing

Video marketing enables companies to connect with customers in a more

visually engaging and interactive way. You can showcase product launches,
events, and special announcements, as well as provide educational content
and testimonies. YouTube and Vimeo are the most commonly used platforms
for sharing and advertising videos. Pre-roll ads (which are shown for the first
5–10 seconds before a video) are another way digital marketing managers
can reach audiences on video platforms.

Web analytics

Analytics allow marketing managers to track online user activity. Capturing

and analyzing this data is foundational to digital marketing because it gives
companies insights into online customer behavior and their preferences. The
most widely used tool for analyzing website traffic is Google Analytics,
however other tools include Adobe Analytics, Coremetrics, Crazy Egg, and
more.

Webinars

Webinars are virtual events that allow companies to interact with potential
and existing customers no matter where they are located. Webinars are an
effective way to present relevant content — such as a product
demonstration or seminar — to a targeted audience in real time. Engaging
directly with your audience in this way gives your company an opportunity
to demonstrate deep subject matter expertise. Many companies leverage
attendee lists in other marketing programs (email and retargeting
advertisements) to generate new leads and strengthen existing
relationships.