WPR - 7

SUBMITTED BY: GAURAV DABRAL

ENROLLMENT NO.:A3923017028
BBA +MBA(DUAL)
2017-2021

Digital Marketing
Digital marketing is the promotion of your business, organisation or brand
using channels such as the Internet, mobile devices, television and radio
in addition to using creative online advertising, video, podcasts and other
such methods to communicate your message.[17] Internet marketing in
particular plays a huge part in any digital marketing strategy and is
becoming the core of many organisations overall marketing strategies,
particularly with regard to social media and viral marketing.

Digital marketing ecosystem is not only concerned with internet

marketing and social media marketing, in introduction we discussed that
peoples have a belief that internet or social media marketing are same
but not same, be clear from beginning itself. Digital marketing ecosystem
consists of internet marketing and social media marketing. They are just a
channels for communication, digital ecosystem consist of integrating
channels and integrating services.

DIGITAL MARKETING CHANNELS

Online marketing i.e. digital marketing is a collective name for advertising and
marketing done online as opposite to conventional marketing.
The fast growth of digital advertising enterprise is an instantaneous result of the
global phenomenon that is the internet and effectiveness of virtual advertising
channels in generating sales and consciousness. Compared to conventional
strategies of marketing, digital marketing offers practicality especially for small and
medium sized companies and/or start-ups. Following are the various digital
marketing channels:

 SEO (Search Engine Optimization) -

SEO is the process of affecting the visibility of a website or a web page in a search
engine’s organic i.e. unpaid search results. SEO may target different kinds of
searches including images, local searches, videos, academic searches, news
searches, etc.
As an internet marketing strategy, SEO considers how search engines work, what
people search for, the actual search terms or keywords typed into search engines
and which search engines and which search engines are preferred by their targeted
audience. Optimizing a website may involve editing its content, HTML, and
associated coding to both increase its relevance to specific keywords and to improve
and to remove barriers to the indexing activities of search engines. Promoting a site
to increase the number of back links, or inbound links, social bookmarking, directory
submission is a SEO tactic.
  SEM (Search Engine Marketing) -

SEM is a form of internet marketing that involves the promotion of websites by

increasing their visibility in Search Engine Result Pages (SERPs) through
optimization and advertising. SEM may use SEO, which adjusts or rewrites website
content to achieve a higher ranking in SERPs, or use Pay-Per-Click (PPC) listing.

 SMM (Social Media Marketing) -

SMM is a part of digital marketing which can also be define as a marketing of goods
and services. As we can see in the recent years, the popularity of social networking
sites and social media has increased at a global level. For example, Facebook is
said to have more than 2 billion users from the time it began in 2004. Social
networks are increasingly taking up a greater share of consumer time spent online.
Users are also using different online formats to communicate, such as Blogs,
YouTube, Myspace, Instagram and Facebook to share information about the product
or service and also to contact the other consumers who are also seen as a more
objective information source. The unique aspects of social media and it immense
have revolutionized marketing practices such as advertising and promotion state
that, there are many advantages of using social media marketing, it helps to connect
business to consumers, develop relationships, and foster those relationship in a
timely manner and at a low cost. Social media websites gives an opportunity to the
organisations to connect and interface with potential and current consumers, which
will help to have a strong customer relationship and also to build all-important
meaningful relationships consumers, particularly in the present business condition
when consumer loyalty can vanish at the smallest mistake, which can moreover
have on the online propagation of their unfortunate encounter with a particular
product, service, brand or company.
  FBM (Face Book Marketing) –

Face book is the world’s most popular social networking site for both, businesses
and individuals. With over 2 billion, your friends and family and your prospects and
customers are all already there – using the platform and you should too.
In fact, people are 51% more likely to make purchase after ‘liking’ a brand on FB.
FBM requires a good intellect and unique thinking ability to make the campaign
effective. In FBM, visual/web marketing your content speaks louder than
conventional, which is why you should make sure your content is relevant to your
audience and business.

Thumb rules:

Emphasize on visualization. Rich visuals make the best content and the best
timelines.
‘Highlight’ post to give them the full width of the FB container, to make it more
attractive.
‘Pin’ posts – these posts stay at the top of the feed promoting posts.
Ensure FB apps have relevant information; your audience is looking for.
Analyze what works, and what doesn’t work.

 Twitter Marketing –

A game of 140 characters. Twitter’s flexible, real-time platform allows you to get
creative and drive results at the same time. Whether you’re looking to drive sales,
increase brand awareness or launch a product. Twitter Marketing is not much
popular but still has an impact on audiences.
o # Hashtags
o @ Mentions
o Reply
o Re-tweet

Thumb rules:
Remember to play around 140 characters only.
Compose a message within 120 characters and leave 20 for re-tweets
Utilize relevant # hashtags to build campaigns
Put images, as they gain double engagement and it creates more interest
  LinkedIn Marketing –

LinkedIn is the world’s largest social network for professionals. With users in more
than 200 countries, more than 2 million companies have created LinkedIn company
pages. If you are in B2B business this platform is very useful for you to connect with
company’s directors and marketing person.
With LinkedIn marketing you can –
Generate leads
Drive website traffic
Build brand awareness

Marketing on LinkedIn helps you engage a community of professionals to drive

actions that are relevant to your business.
610M Professionals
4 of 5 Members drive business decisions
#1 Platform for lead generation

 Google + -

Google has described Google + as a “social layer’ that enhances many of its online
properties, and that it is not simply a social networking website , but also an
authorship tool that associates web-content directly with its owner/author. It is the
second-largest social networking site in the world after Face book. 540 million
monthly active users are part of the identity service site, by interacting socially with
Google+ enhanced properties like Gmail, +1 button and YouTube comments.
Google’s own social network, enabling brands to build relationships with prospects,
customers, and other businesses
Google+ can be a powerful social media marketing tool. The importance of Google+
should be assessed on an individual basis, as it is based on your unique appeal. If it
is thought to be of benefit to your brand, it should be used as part of your
overarching social media strategy.
  YouTube -

YouTube is a video social networking site and the second most popular search site
on the internet after Google, who owns YouTube. YouTube video watching is a
significant activity on the internet, with over 1 billion visits to YouTube daily and over
100 million videos watched daily. And it’s easy for anyone who sees your video to
rate it and share it with his social network. YouTube has always been a source of
entertaining content, but it’s also staking its claim as an essential tool for marketers.
In fact, nearly half of all marketers (48%) plan to add YouTube to their marketing
strategy. One-third of total time online is spent watching videos, and YouTube has
more than a billion active users. The platform is so expansive that it can be accessed
in 76 different languages, accounting for 95% of the world’s population.

 ODA (Online Display Ads) –

Display advertising or banner advertising is advertising on websites. It includes many

different formats and contains items such as text, images, flash, video, and audio.
The main purpose of display advertising is to deliver general advertisements and
brand messages to site visitors. Display advertising is much like traditional billboard
advertising. You are creative with your marketing and are trying to find a niche, show
a new product, or tell your audience about a special. It can also be used in
conjunction with other forms of more directional media (like search) to bring about
name and brand recognition. Volume of the audience is key.

 Mobile Marketing –

Mobile marketing is marketing done with help of a mobile device, such as

Smartphone. It can provide customers with time and location sensitivity and
personalized information that promotes goods and ideas. Mobile marketing is a
multi-channel, digital marketing strategy aimed at reaching a target audience on their
Smartphone, tablets, and/or other mobile devices, via websites, email, SMS and
MMS, social media, and apps.

 E-mail Marketing –

It usually involves using emails to send ads, request business, or solicits sales or
donations and is meant to build loyalty, trust and brand awareness. E-mail marketing
helps you connect with your audience to promote your brand and increase sales,
increase CRM and nurture leads.