Digital Marketing

Digital Marketing :
Digital marketing refers to the promotion of products, services or brands through digital channels such as
search engines, websites, social media, email, and mobile apps. The goal is to reach target audiences
through the use of digital technologies and to engage with them in meaningful ways.

Need of Digital Marketing:

The need for digital marketing arises due to the following reasons:

1. Reach a wider audience: Digital marketing allows companies to reach a global audience through
the internet.

2. Cost-effective: Digital marketing is often more cost-effective than traditional marketing methods.

3. Measurable results: Digital marketing provides measurable results, allowing companies to track
their success and adjust their strategies accordingly.

4. Targeted advertising: Digital marketing allows companies to target specific demographics,

interests and behaviors, leading to more effective and efficient advertising.

5. Improved customer engagement: Digital marketing provides opportunities for two-way

communication and personalized interactions with customers.

6. Increased brand awareness: Digital marketing helps to increase brand awareness and recognition
through consistent messaging and exposure.

Digital marketing platforms:

Some popular digital marketing platforms are:

7. Google Ads: An online advertising platform that allows businesses to display ads on Google's
search engine result pages (SERPs) and other websites.

8. Social media platforms: Facebook, Instagram, Twitter, LinkedIn, etc. used for social media
marketing, advertising and brand building.

9. Email marketing platforms: Mailchimp, Constant Contact, etc. used for sending mass emails and
newsletters to customers.
 10. Content marketing platforms: Hubspot, WordPress, etc. used for creating and sharing content
such as blog posts, videos, infographics, etc.

11. Affiliate marketing platforms: Commission Junction, Shareasale, etc. used for promoting
products and earning a commission on sales.

12. Video marketing platforms: YouTube, Vimeo, etc. used for video content creation and
distribution.

13. Mobile marketing platforms: Apple iAd, AdMob by Google, etc. used for advertising on mobile
devices.

These are just a few examples, there are many other platforms and tools available for digital marketing.

Digital marketing process:

The digital marketing process generally includes the following steps:

14. Define target audience: Identifying and understanding the target audience is crucial for
developing a successful marketing strategy.

15. Set marketing goals: Determine what the company wants to achieve through digital marketing,
such as increasing website traffic, lead generation, or sales.

16. Develop a digital marketing plan: Create a roadmap for executing the marketing strategy,
including selecting channels and tactics.

17. Create content: Develop engaging and relevant content that speaks to the target audience and
supports marketing goals.

18. Execute campaigns: Launch and manage digital marketing campaigns, including paid advertising,
email marketing, social media marketing, etc.

19. Track and analyze results: Use data and analytics tools to measure the success of campaigns and
adjust strategies as needed.

20. Optimize and repeat: Continuously evaluate and optimize campaigns for better results and
repeat the process to achieve the desired outcome.

This process is ongoing and adaptable, as the marketing landscape is constantly evolving and new
opportunities arise.

Different between digital marketing and traditional marketing :

Traditional marketing and digital marketing differ in several ways:

21. Channels: Traditional marketing uses traditional channels such as print, television, and radio,
while digital marketing uses digital channels such as search engines, websites, and social media.

22. Targeting: Traditional marketing is often more broad-based, while digital marketing allows for
more targeted and personalized advertising.

23. Interactivity: Traditional marketing is generally one-way communication, while digital marketing
provides opportunities for two-way communication and engagement.

24. Cost: Traditional marketing can be more expensive, while digital marketing can be more cost-
effective, especially for small businesses.

25. Measurement: Traditional marketing can be more challenging to measure, while digital
marketing provides detailed analytics and tracking capabilities.

26. Speed: Traditional marketing can be slower and less flexible, while digital marketing allows for
real-time adjustments and faster implementation of changes.

27. Reach: Traditional marketing typically reaches a local or regional audience, while digital
marketing can reach a global audience.

These are just a few of the key differences between traditional and digital marketing. Both have their
advantages and disadvantages, and the best approach often depends on the target audience and
marketing goals.

Tools of digital marketing :

28. Search engine optimization (SEO)

29. Pay-per-click advertising (PPC)

30. Social media marketing

31. Content marketing

32. Email marketing

33. Affiliate marketing

34. Influencer marketing

 35. Video marketing

36. Mobile marketing

37. Web analytics.

seven important role and function with two line definition of digital marketing
manager:
38. Strategy development: Develop and execute comprehensive digital marketing plans to achieve
business goals.

39. Channel management: Oversee various digital marketing channels such as email, social media,
and website to ensure alignment with strategy.

40. Campaign analysis: Measure the success of campaigns and implement data-driven optimizations.

41. Content creation: Plan and create engaging content to support marketing efforts and build brand
awareness.

42. Industry knowledge: Stay informed on the latest digital marketing trends and technologies to
stay ahead of the competition.

43. Partnership building: Collaborate with internal teams and external partners to drive marketing
initiatives.

44. Budget management: Manage and allocate digital marketing budget to maximize ROI.

Unit - 2
what is website :

A website is a collection of interconnected web pages, typically served from a single web domain, and
accessible via the Internet through a web browser. Websites can contain various types of content, such
as text, images, videos, and audio, and are used for various purposes, including providing information,
selling products or services, conducting business, or supporting social interactions.

what is hosting and domain

Hosting: Hosting is the service that provides storage and access for a website on the Internet. When you
host a website, you rent space on a server, which is a computer that is connected to the Internet and
serves the content of your website to visitors.

Domain: A domain is the address of a website on the Internet, often represented as a text string, such as
example.com. It identifies the website and serves as a way for users to locate and access it. A domain
name can be registered through a domain registrar, which maintains a database of domain names and
their associated IP addresses.

Different platform for website creation

45. WordPress: Open-source platform for building websites, offering customizable themes and
plugins for a wide range of applications.

46. Wix: Cloud-based website builder that provides a drag-and-drop interface for creating and
customizing websites without coding knowledge.

47. Squarespace: All-in-one platform for website building, hosting, and e-commerce, with a focus on
elegant design.

48. Shopify: E-commerce platform that enables users to build an online store and sell products
directly through the website.

49. Weebly: Website builder with an easy-to-use drag-and-drop interface and a variety of themes
and plugins.

50. Joomla: Open-source content management system for building complex websites with extensive
functionality.

51. Drupal: Open-source content management system for building websites, with a focus on
scalability and security.

52. Magento: Open-source e-commerce platform for building online stores, with a range of features
for managing products, orders, and payments.

53. Ghost: Open-source blogging platform focused on delivering fast, user-friendly experiences for
writers and readers alike.

54. Blogger: Blogging platform owned by Google, offering a simple interface for creating and
managing a blog.

what is serp :
SERP stands for Search Engine Results Page. It refers to the results page that is displayed by a search
engine when a user types in a query and hits the search button. The SERP typically consists of a list of
organic results, which are ranked based on relevance to the user's query, and may also include paid
advertisements, local results, and other types of content, such as images, videos, or news articles. The
goal of digital marketing is to rank highly in the SERP, as this can drive more traffic to a website and
increase visibility and credibility.

what is search engine

A search engine is a software system designed to search and locate information on the Internet. It works
by crawling the web, indexing information from billions of web pages, and then providing relevant
results in response to a user's search query. The most widely used search engines include Google, Bing,
Yahoo!, and Baidu. Users enter keywords or phrases into the search engine's search bar and receive a list
of relevant results, often ranked by relevance and/or popularity. Search engines play a crucial role in
helping people find information on the Internet and are an essential tool for businesses and individuals
to reach a large audience and drive traffic to their websites.

Seven function of search engine

55. Crawling: Search engines scan the Internet for web pages to index and add to their database.

56. Indexing: Once a page has been crawled, it is added to the search engine's database and its
contents are analyzed and stored for future searches.

57. Searching: When a user enters a search query, the search engine returns a list of relevant results
based on the contents of its index.

58. Ranking: Search engines use algorithms to rank the relevance of web pages to the user's query,
determining the order in which they are displayed in the results.

59. Relevance: Search engines aim to match the user's query with the most relevant web pages
based on a range of factors such as keywords, content, and link structure.

60. Personalization: Search engines can personalize the results based on factors such as location,
search history, and other user data.

61. Advertising: Search engines may display ads alongside the organic results, offering businesses a
paid way to reach users and drive traffic to their websites.

Keywords:
Keywords: Keywords are terms or phrases that describe the content of a web page and are used by
search engines to understand and rank the relevance of the page to a user's search query.

7 Types of Keywords in Digital Marketing:

62. Short-Tail Keywords: Short, general phrases with high search volume, such as "shoes".

63. Long-Tail Keywords: Longer, more specific phrases with lower search volume, such as "men's
running shoes".

64. Branded Keywords: Keywords that include a brand name, such as "Nike running shoes".

65. Generic Keywords: General, non-branded keywords that describe a product or service, such as
"running shoes".

66. LSI Keywords: Latent Semantic Indexing keywords that are related to the main keyword and help
to add context to a web page, such as "runners" or "jogging".

67. Geo-Targeted Keywords: Keywords that include a geographic location, such as "running shoes in
New York".

68. Question Keywords: Keywords in the form of a question, such as "What are the best running
shoes?"

Google Keyword Planner:

Google Keyword Planner Tool is a free tool provided by Google Ads for advertisers to research
keywords for their advertising campaigns. It allows users to find keywords with high search
volume and low competition, as well as estimate the cost of advertising for those keywords. The
tool provides data on search volume, competition level, estimated cost per click (CPC), and ad
impressions for keywords. Additionally, it provides ad group ideas, keyword trends, and a traffic
forecast for a specified budget. The tool can be used to plan and optimize PPC campaigns, as
well as inform content creation efforts for organic search.

Functions of Google Keyword Planner Tool:

69. Keyword Research: The tool helps to identify relevant keywords for a website or business,
including search volume and competition data.

70. Ad Group Ideas: It can generate ideas for ad groups based on keyword themes.
 71. Historical Metrics: The tool provides historical metrics such as search volume, CPC, and
competition data for keywords.

72. Keyword Trends: It displays trends for keywords over time, including seasonal fluctuations in
search volume.

73. Traffic Forecast: The tool predicts the estimated clicks, impressions, and cost for a set of
keywords.

74. Ad Budget Planning: It helps to plan a budget for a PPC campaign by estimating the cost of
keywords and projecting the return on investment.

75. Competitor Keywords: It provides information on keywords used by competitors, including their
ad copy and landing pages, to inform strategy.3

Unit - 3

what is site map creator

A Site Map Creator is a tool used to generate a sitemap for a website. A sitemap is an XML file that lists
all the pages and resources on a website, making it easier for search engines to crawl and index the site.
The site map creator generates the sitemap automatically, based on the structure of the website and the
URLs of the pages. The sitemap can then be submitted to search engines, such as Google and Bing, to
help them index the site more efficiently and effectively. Site map creators can be stand-alone tools, or
integrated into content management systems (CMS) or website builders.

Browser based analysis tools :

Browser-based Analysis Tools are web-based tools that provide insights about website traffic and user
behavior. These tools use JavaScript code embedded on a website to collect data and display reports in a
web browser. Some popular browser-based analysis tools are:

76. Google Analytics: A free tool that provides in-depth insights about website traffic, including
sources of traffic, user behavior, and conversion tracking.

77. Hotjar: A tool that provides heatmaps, session recordings, and feedback polls to understand user
behavior on a website.
 78. Mouseflow: A tool that provides heatmaps, session recordings, and form analytics to understand
user behavior and improve website conversion.

79. Crazy Egg: A tool that provides heatmaps, scroll maps, and A/B testing to understand user
behavior and improve website conversion.

80. Piwik: A free, open-source tool that provides website analytics, including traffic sources, user
behavior, and e-commerce tracking.

These tools help website owners and digital marketers to understand how users interact with their
websites, identify areas for improvement, and optimize the user experience.

page rank tools

PageRank Tools measure the importance or relevance of a webpage based on the number and quality of
links pointing to it. Examples include Moz PageRank Checker, Ahrefs PageRank Checker, and SEMrush
PageRank Checker.

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5 page rank tools with 2 line definition

81. Moz PageRank Checker: A tool that provides information about the Moz Domain Authority and
Page Authority of a webpage, based on the number and quality of links pointing to it.

82. Ahrefs PageRank Checker: A tool that provides information about the Ahrefs Domain Rating and
URL Rating of a webpage, based on the number and quality of links pointing to it.

83. Majestic SEO PageRank Checker: A tool that provides information about the Majestic Trust Flow
and Citation Flow of a webpage, based on the number and quality of links pointing to it.

84. SEMrush PageRank Checker: A tool that provides information about the SEMrush Domain Score
and Page Score of a webpage, based on the number and quality of links pointing to it.

85. SERPstat PageRank Checker: A tool that provides information about the SERPstat Domain Score
and Page Score of a webpage, based on the number and quality of links pointing to it.

pinging and indexing tools

Pinging and Indexing Tools are tools used to notify search engines about updates to a website, and to
request that the search engines index the website's pages. These tools can help to ensure that a
website's pages are being properly indexed by search engines, which can improve the visibility of the
website in search results. Some popular pinging and indexing tools are:

86. Google Search Console: A free tool that allows website owners to monitor the performance of
their website in Google search results, and to submit sitemaps and individual URLs for indexing.

87. Bing Webmaster Tools: A free tool that allows website owners to monitor the performance of
their website in Bing search results, and to submit sitemaps and individual URLs for indexing.

88. Ping-O-Matic: A tool that pings multiple search engines, blog directories, and feed aggregators to
notify them of updates to a website.

89. XML Sitemap Generator: A tool that generates an XML sitemap of a website, which can be
submitted to search engines to help improve the visibility of the website in search results.

90. Google Sitemap Generator: A tool that generates a Google sitemap of a website, which can be
submitted to Google Search Console to help improve the visibility of the website in Google
search results.

By using these tools, website owners and digital marketers can improve the visibility of their website in
search results, and ensure that search engines are aware of updates to the website.

Dead link identification tool :

Dead Link Identification Tool is a tool used to identify broken links (also known as dead links or 404
errors) on a website. These links can negatively impact the user experience and search engine
optimization (SEO) of a website.

Some popular dead link identification tools include:

91. W3C Link Checker: A free online tool that checks a website for broken links and other issues.
 92. Dead Link Checker: A free online tool that checks a website for broken links and other issues.

93. Screaming Frog SEO Spider: A paid desktop tool that checks a website for broken links and other
issues, and provides detailed information about the website's structure and content.

94. Ahrefs Site Explorer: A paid tool that provides information about the links pointing to a website,
and can be used to identify broken links.

95. SEMrush Site Explorer: A paid tool that provides information about the links pointing to a
website,and can be used to identify broken links.

By using a dead link identification tool, website owners and digital marketers can identify and fix broken
links, which can improve the user experience and SEO of their website.

Unit - 4
A web-to-lead form :
A web-to-lead form is a type of form found on a website that allows visitors to submit their contact
information and become leads for a business. The information collected from the form is typically stored
in a CRM (customer relationship management) system for follow-up and nurturing. These forms are
commonly used for lead generation and can be customized to include various fields such as name, email,
phone, company, and more.

web to case form

A web-to-case form is a type of form found on a website that allows customers to submit support
requests or service cases to a company. The information collected from the form is typically stored in a
CRM (customer relationship management) system, such as a customer service platform, for tracking and
resolution. These forms typically include fields such as name, email, subject, description, and
attachments, and can be customized to match the company's specific needs and branding.

lead generation techniques

Lead generation techniques are methods used by businesses to attract and convert potential customers
into leads. Some common lead generation techniques include:

96. Content marketing: Creating and sharing valuable, relevant, and consistent content to attract
and retain a clearly-defined audience.
 97. Email marketing: Sending emails to a list of subscribers with the goal of acquiring new leads and
customers.

98. Search engine optimization (SEO): Improving the visibility of a website in search engine results to
drive more organic traffic.

99. Paid advertising: Using paid methods such as PPC (pay-per-click) advertising, social media
advertising, and display advertising to reach potential customers.

100. Social media marketing: Building relationships and generating leads through social
media platforms like Facebook, LinkedIn, and Twitter.

101. Referral marketing: Encouraging satisfied customers to refer new leads and customers to
the business.

102. Trade shows and events: Attending trade shows and events to network and generate
leads face-to-face.

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social media and lead gen inbuilt tools for digital marketing :
Many social media platforms and digital marketing tools have built-in features for lead generation:

103. Facebook Lead Ads: A type of Facebook ad that allows users to sign up for a company's
offerings directly from the ad, without leaving the platform.

104. LinkedIn Lead Gen Forms: A feature within LinkedIn's sponsored content ads that allows
users to submit their information to become leads.

105. Instagram Contact: A feature within Instagram profiles that allows users to quickly
contact a business through direct message or phone call.

106. Hubspot: A comprehensive inbound marketing and sales platform with features for lead
generation, including landing pages, forms, email marketing, and more.

107. Marketo: A marketing automation platform with lead generation tools such as lead
scoring, lead nurturing, and landing pages.

108. Pardot: A B2B marketing automation platform with lead generation features, including
lead scoring, email marketing, and landing pages.

109. Google Ads: A pay-per-click advertising platform with lead generation options, such as
lead form extensions and call-only ads.