Winter Internship Project Report on

“DIGITAL MARKETING”
By

DEEPALI CHATURVEDI
STEP-024
Under the Supervision of

Mrs. PRIYANKA GUPTA

Associate Professor

In Partial Fulfillment of the Requirements for the Degree of

Post Graduate Diploma in Management

2019-2021

At

SCIENCE AND TECHNOLOGY ENTREPRENEURS PARK

HARCOURT BUTLER TECHNOLOGICAL INSTITUTE, NAWABGANJ

KANPUR – 208002

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 DECLARATION

I hereby declare that the winter project on “DIGITAL MARKETING” is

submitted by me under the guidance of Mrs. PRIYANKA GUPTA,
Associate Professor, Science and Technology Entrepreneurs Park,
Harcourt Butler Technological institute, Nawabganj, Kanpur in partial
fulfillment of the requirements for the completion of First Semester
of Post Graduate Diploma in Management.
The results and learnings of this report are not copied and are true
and best of my knowledge.

Place: Kanpur
Date: DEEPALI CHATURVEDI

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 CERTIFICATE

I Mrs. PRIYANKA GUPTA hereby certify that DEEPALI

CHATURVEDI student of PGDM at Science and Technology
Entrepreneurs Park Harcourt Butler Technological Institute,
Kanpur, Uttar Pradesh has completed the Project Report on
―On job Training of Big Bazaar-Z-Square under my
guidance.

Mrs. PRIYANKA GUPTA

Associate professor
Department of Marketing

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 Acknowledgement

Firstly, I would like to express my indebtedness appreciation to

my departmental supervisor Prof. Mrs. PRIYANKA GUPTA His
constant guidance and advice played the vital role in making the
execution of the report. He always gave me his suggestions that
were crucial in making this report as flawless as possible.

I am indebted to Mr. , Managing Director, Mr. Nehal Ahmed, FCA

Executive Vice President, Srabani Bhattacharjee vice Presiident
and Chief Operating Officer,Md. Humayun Kabir, ACA, Assistant
Vice President and Chief Financial Officer. International Leasing
Securities Limited, to allow in his esteemed organization to access
the required data. I also like to thank Mr. Norre Rabbi, Assistant
Manager, Finance and Accounts Department for giving me the
data required, suggestions and facilitating my report.

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Contents
1. Introduction.....................................................................................................................................7
2. Types of Marketing..........................................................................................................................8
3. 4 P’s of Marketing..........................................................................................................................10
4. The History and Evolution of Digital Marketing..............................................................................11
5. What is digital marketing?..............................................................................................................16
6. Digital Marketing: Online vs. Offline...........................................................................................16
7. Search Engine Optimization (SEO) ?...............................................................................................18
8. What Is Content Marketing?..........................................................................................................20
9. Search Engine Marketing (SEM)?...................................................................................................23
10. What is Social media marketing?...................................................................................................28
11. What Is PPC (Pay-Per-Click) Marketing?.........................................................................................33
12. What is affiliate marketing?...........................................................................................................38
13. What is Email Marketing?..............................................................................................................42
14. Advantages and Disadvantages of Digital Marketing.....................................................................44
15. References.....................................................................................................................................48

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Zeengal solutions
Zeengal Solutions is a software development company that has been successfully present
on the offshore software development market for over 4 years and since that time has grown
to become a well-regarded player in this industry and has proven to be a reliable, efficient
and trustworthy service provider to the businesses from all over the World.

The company was established recognizing the potential of the increasing market of the
companies, that are or would be looking to make their business processes more efficient by
automating them through the use of advanced software solutions and/or to act in response to
the current market forces that dictate the necessity of online presence in order to stay
abreast with competition.

Since the time it was founded in the year 2014, the company has been involved in
releasing numerous projects for diverse business spheres ranging from basic websites to
highly sophisticated business automation systems. Our proficiency in a wide range of
modern computer technologies ensures that the solutions we develop perfectly suit our
clients' needs.

Vision

We believe we are highly qualified to assist and guide you through a comprehensive
website overhaul. We combine strategic thinking and emerging technologies to provide
innovative solutions that consistently break new ground.

We develop long-term relationships with our clients. We deliver high-quality work through our
focus on bidirectional communication, responsive customer service, client education,
accurate project management, product quality, and an ethical approach to business. We
have a well-documented track record of performing work on budget and on deadline.

Mission

Zeengal Solutions is a web development company aims at providing the best

services regarding the website and software development. We provide comprehensive and
integrated IT services that includes software development, Website design and
development, Mobile application development, Mobile website development, Search Engine
Optimization, Online marketing, Graphics Design as well as development and

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implementation of high quality business domain applications. Our goal is to provide high
quality and cost effective services to the internet and IT outsourcing community and
business who wish to maximize their reach by harnessing the unlimited power of information
technology.

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 Introduction
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large. (Approved 2017)Marketing
as a discipline involves all the actions a company undertakes to draw in
customers and maintain relationships with them. Networking with potential or
past clients is part of the work too, and may include writing thank you emails,
playing golf with prospective clients, returning calls and emails quickly, and
meeting with clients for coffee or a meal.

At its most basic level, marketing seeks to match a company's products and
services to customers who want access to those products. Matching products
to customers ultimately ensures profitability.

Types of Marketing

Influencer Marketing

According to the Association of National Advertisers (ANA), influencer

marketing focuses on leveraging individuals who have influence over potential
buyers and orienting marketing activities around these individuals to drive a
brand message to the larger market.

In influencer marketing, rather than marketing directly to a large group of

consumers, a brand inspires or compensates influencers (which can include
celebrities, content creators, customer advocates, and employees) to get the
word out on their behalf.

Relationship Marketing

According to the Association of National Advertisers (ANA), relationship

marketing refers to strategies and tactics for segmenting consumers to build
loyalty.

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Relationship marketing leverages database marketing, behavioral
advertising and analytics to target consumers precisely and create loyalty
programs. 

Viral Marketing

Viral marketing is a marketing phenomenon that facilitates and encourages

people to pass along a marketing message.

Nicknamed “viral” because the number of people exposed to a message mimics

the process of passing a virus or disease from one person to another.

Green Marketing

Green marketing refers to the development and marketing of products that are

presumed to be environmentally safe (i.e., designed to minimize negative
effects on the physical environment or to improve its quality).

This term may also be used to describe efforts to produce, promote, package,
and reclaim products in a manner that is sensitive or responsive to ecological
concerns.

Keyword Marketing

Keyword marketing involves placing a marketing message in front

of users based on the specific keywords and phrases they are using to search.

A key advantage of this method is that it gives marketers the ability to reach
the right people with the right message at the right time. For many marketers,
keyword marketing results in the placement of an ad when certain keywords
are entered.

Guerilla Marketing

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Guerilla marketing describes an unconventional and
creative marketing strategy intended to get maximum results from minimal
resources.

4 P’s of Marketing
Product, price, place, and promotion are the Four Ps of marketing. The Four Ps
collectively makes up the essential mix a company needs to market a product
or service. Neil Borden popularized the idea of the marketing mix and the
concept of the Four Ps in the 1950s.

Product

A product is defined as a bundle of attributes (features, functions, benefits, and

uses) capable of exchange or use; usually a mix of tangible and intangible
forms.

Thus a product may be an idea, a physical entity (a good), or a service, or any

combination of the three. It exists for the purpose of exchange in the
satisfaction of individual and organizational objectives.

While the term “products and services” is occasionally used, product is a term

that encompasses both goods and services.

Price

Price is the formal ratio that indicates the quantity of money, goods,

or services needed to acquire a given quantity of goods or services.

It is the amount a customer must pay to acquire a product.

 Place (Or Distribution)

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Distribution refers to the act of marketing and carrying products to consumers.
It is also used to describe the extent of market coverage for a given product.

In the 4Ps, distribution is represented by place or placement.

Promotion

According to the Association of National Advertisers (ANA), promotion

marketing includes tactics that encourage short-term purchase, influence trial
and quantity of purchase, and are very measurable in volume, share and profit.

Examples include coupons, sweepstakes, rebates, premiums, special packaging,

cause-related marketing and licensing.

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The History and Evolution of Digital Marketing

In a world where over 170 million people use social media on a regular basis,
every working professional is expected to be familiar with at least the core
tenets of Digital Marketing.

In simple terms, Digital Marketing is the promotion of products over the

internet or any form of electronic media. According to the Digital Marketing
Institute, "Digital Marketing is the use of digital channels to promote or market
products and services to targeted consumers and businesses."

People are consuming digital content on a daily basis. Very soon, traditional
marketing platforms will disappear, and the digital market will completely
take over. There are a number of advantages in Digital Marketing. Unlike
traditional marketing, digital marketing is more affordable.

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The term Digital Marketing was first used in the 1990s. The digital age took off
with the coming of the internet and the development of the Web 1.0 platform.
The Web 1.0 platform allowed users to find the information they wanted but
did not allow them to share this information over the web. Up until then,
marketers worldwide were still unsure of the digital platform. They were not
sure if their strategies would work since the internet had not yet seen
widespread deployment.

In 1993, the first clickable banner went live, after which HotWired purchased a
few banner ads for their advertising. This marked the beginning of the
transition to the digital era of marketing. Because of this gradual shift, the year
1994 saw new technologies enter the digital marketplace. The very same
year, Yahoo was launched.

Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry
Yang, Yahoo received close to 1 million hits within the first year. This
prompted wholesale changes in the digital marketing space, with
companies optimizing their websites to pull in higher search engine rankings.
1996 saw the launch of a couple of more search engines and tools like HotBot,
LookSmart, and Alexa

1998 saw the birth of Google. Microsoft launched the MSN search engine and
Yahoo brought to the market Yahoo web search. Two years later, the internet
bubble burst and all the smaller search engines were either left behind or
wiped out leaving more space for the giants in the business. The digital
marketing world saw its first steep surge in 2006 when search engine traffic
was reported to have grown to about 6.4 billion in a single month. Not one to
get left behind, Microsoft put MSN on the backburner and launched Live Search
to compete with Google and Yahoo.

Then came Web 2.0, where people became more active participants rather
than remain passive users. Web 2.0 allowed users to interact with other users
and businesses. Labels like ‘super information highway’ began to be applied to
the internet. As a result, information flow volumes –including channels utilized
by digital marketers- increased manifold and by 2004, internet advertising and
marketing in the US alone brought in around $2.9 billion.

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Soon, social networking sites began to emerge. MySpace was the first social
networking site to arrive, soon followed by Facebook. Many companies
realized all these fresh new sites that were popping up were beginning to open
new doors of opportunities to market their products and brands. It opened
fresh avenues for business and signaled the beginning of a new chapter to
business. With new resources, they needed new approaches to promote their
brands & capitalize on the social networking platform.

The cookie was another important milestone in the digital marketing industry.
Advertisers had begun to look for other ways to capitalize on the fledgling
technology. One such technique was to track common browsing habits and
usage patterns of frequent users of the internet so as to tailor promotions and
marketing collateral to their tastes. The first cookie was designed to record
user-habits. The use of the cookie has changed over the years, and cookies
today are coded to offer marketers a variety of ways to collect literal user data.

Products marketed digitally are now available to customers at all times.

Statistics collected by the Marketingtechblog for 2014 show that posting on
social media is the top online activity in the US. The average American spends
37 minutes a day on social media. 99% of digital marketers use Facebook to
market, 97% use Twitter, 69% use Pinterest and 59% use Instagram. 70% of
B2C marketers have acquired customers through Facebook. 67% of Twitter
users are far more likely to buy from brands that they follow on Twitter. 83.8%
of luxury brands have a presence on Pinterest. The top three social networking
sites used by marketers are LinkedIn, Twitter, and Facebook.

The digital market is in a constant state of flux. A Digital Marketing

professional must find ways to keep up with this change. They need to be able
to keep an eye out for emerging trends and the development of newer and
smarter Search Engine Algorithms. After all, nobody can afford to get left
behind in this race.

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 What is digital marketing?

Digital Marketing can be defined
as all marketing efforts using
electronic devices/internet with
a variety of marketing tactics
and digital media where you can
communicate with potential
customers who spend time
online. There is a spread of
access for potential customers
to be ready to see your offer,
like Website, Blog, Social Media
(Instagram, Whatsapp, Line,
etc.). From variety of the access
that they are getting to
communicate to you.

In the digital marketing world
you’ll make potential customers
interested by your offer. You can
create advertisements, email
marketing, online brochures,
and more.

Digital Marketing: Online

vs. Offline
Digital marketing is the
umbrella term for all
advertising delivered through
electronic devices. When people

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hear digital marketing, it’s true that most identify it with channels such as
email, social media, website, and search engines; basically, anything connected
to the Internet via your Smartphone, tablet, laptop, or PC. However, digital
marketing can occur both online and offline.

Offline Digital Marketing

You’ve encountered offline digital marketing before and didn’t realize that’s
what it was. Radio and TV marketing are categorized as offline digital
marketing because they involve an electronic device, yet the connection to the
Internet is not necessary.

Then there’s enhanced offline marketing; if you’ve ever been in a restaurant

and ordered your meal using an electronic tablet, then you’re no stranger to
offline marketing. It is an enhanced offline marketing experience with a digital
device. Electronic billboards are a great example of enhanced offline digital
marketing.

Lastly, there’s phone marketing otherwise known as cold calling. Many people
believed that cold calling was dead, mainly since people now screen their calls.
However, cold calling and telemarketers still exist and surprisingly, even bring
in sales.

Four categories of offline digital marketing

1. Enhanced offline marketing

1. Electronic billboards
2. Digital product demos
3. Digital product samples
2. Radio marketing
1. Radio commercials
2. Show sponsoring
3. TV marketing
1. TV commercials
2. Tele-shopping
3. Super Bowl commercials
4. Phone marketing
4. Cold calling
5. Text message marketing (giveaways, coupons, loyalty
programs)

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 6. QR codes

Online Digital Marketing

Online marketing is referred to as online advertising or Internet marketing.

The following seven are the major types of online digital marketing:

1. Search engine optimization (SEO) – SEO is the process of optimizing

your content so that it ranks higher in search engine results pages so that
you drive more traffic to your website.
2. Search engine marketing (SEM) – With SEO, you’re using best
practices to make traffic to your site organically. With SEM, however, you
purchase ad space in paid search platforms such Google AdWords.
3. Content marketing – Content marketing involves content creation and
distribution across all your online channels such as your blog, website,
or social media. The content you create is not meant to be promotional
but instead, stimulate interest and ultimately, improve brand awareness.
4. Social Media Marketing (SMM) – Facebook, Twitter, Instagram,
YouTube, and LinkedIn are some of the most prominent social
media platforms. And social media marketing involves gaining traffic and
attention from these channels.
5. Pay-per-click advertising (PPC) – If you’ve noticed those ads that
appear alongside your search results, then you’ve encountered PPC
ads before. PPC is a model of online marketing where advertisers pay a
fee each time a person clicks their ads.
6. Affiliate marketing – Affiliate marketing is a commission-based
arrangement typically between an online retailer and an external
website. The purpose is to generate traffic and sales through referrals.
7. Email marketing – Email marketing is a type of direct marketing that
uses emails to deliver marketing messages to its audience.

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Search Engine Optimization (SEO) ?
SEO or Search Engine Optimization is a method of maximizing both the quality
and quantity of the website traffic. The aim is to make the website more visible
for the users as well as for the web search engines. The method or strategy for
making a website SEO ready is formed through a perfect mixture of art and
science.

Search engines such as Google and Bing use bots to crawl pages on the web,

going from site to site, collecting information about those pages and putting
them in an index. Next, algorithms analyze pages in the index, taking into
account hundreds of ranking factors or signals, to determine the order pages
should appear in the search results for a given query.

Search ranking factors can be considered proxies for aspects of the user
experience. Our Periodic Table of SEO Factors organizes the factors into six
main categories and weights each based on its overall importance to SEO. For

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example, content quality and keyword research are key factors of content
optimization, and crawlability and mobile-friendliness are important site
architecture factors.

The search algorithms are designed to surface relevant, authoritative pages

and provide users with an efficient search experience. Optimizing your site and
content with these factors in mind can help your pages rank higher in the
search results.

Unlike paid search ads, you can’t pay search engines to get higher organic
search rankings.

What Is Content Marketing?

Traditional marketing is becoming less and less effective by the minute; as a

forward-thinking marketer, you know there has to be a better way.

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Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a
clearly defined audience — and, ultimately, to drive profitable customer action.

Instead of pitching your products or services, you are providing truly relevant

and useful content to your prospects and customers to help them solve their
issues.

Content marketing is used by leading brands

Our annual research shows the vast majority of marketers are using content

marketing. In fact, it is used by many prominent organizations in the world,
including P&G, Microsoft, Cisco Systems, and John Deere. It’s also developed
and executed by small businesses and one-person shops around the globe.
Why? Because it works.
Content marketing is good for your bottom line — and your customers

Specifically, there are three key reasons — and benefits — for enterprises that
use content marketing:

 Increased sales
 Cost savings
 Better customers who have more loyalty

Marketing is impossible without great content

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Regardless of what type of marketing tactics you use, content marketing
should be part of your process, not something separate. Quality content is part
of all forms of marketing:

 Social media marketing: Content marketing strategy comes before your

social media strategy.
 SEO: Search engines reward businesses that publish quality,
consistent content.
 PR: Successful PR strategies address issues readers care about, not
their business.
 PPC: For PPC to work, you need great content behind it.
 Inbound marketing: Content is key to driving inbound traffic and leads.
 Content strategy: Content strategy is part of most content marketing
strategy

.4 important content marketing strategies

1- Content context

The context of your content should be related to your services and products
because the target of content market is making you a trusted reference for
your customers.
2- Content quality

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Your content should be produced in high quality and useful form to best fit
your users. So, you have to take your customers’ needs into consideration
when you write your content.

3- Prove your credibility and eligibility

It’s preferable for your content to be unique, distinct and exceptional. If you do
that, you will increase your credibility with your users.

4- Be smart

As mentioned in the introduction, you don’t produce marketing content; you

produce useful content to earn your customers’ trust. Later, you can offer your
services and product to solve their problems. Remember that building trust
takes a long time, while destroying it takes short time.
Important tips to have a successful content marketing

1- The key to a successful content marketing is concentrating on providing

value to your followers, and not to market your services directly or too much.
2- You should publish constancy to stay in touch with your customers and to
keep your services or products at the top of your customers’ minds.
3- If you have a blog but you don’t publish anything inside it or publish one or
two articles every year, this will affect your work in a negative way.
4- If you have no capabilities enough to hire someone, you can dedicate some
of your time to publish a valuable content for your users at least once every
week.
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5- When it comes to Social Networks, sharing updates everyday is a privilege.
You can share information, links and quotes.
6- Direct communication with your customers is preferred as this will show
them that you care about their needs.

 Search Engine Marketing (SEM)?

Search engine marketing, often abbreviated as SEM, is the name given to the
variety of online marketing tactics used by businesses to market to users via a
search engine, such as Google, Bing or Yahoo. Recent research by Forrester
indicates that 71% of consumers begin the buying journey by performing
research on a search engine. Another recent study shows that less than 10% of
users ever go beyond the first page of search results . SEM, which stands for
“search engine marketing” and is often referred to as “paid search” or “PPC
marketing,” is a strategy of using paid ads to ensure that your website shows
up at the very top of SERPs.

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The example above illustrates SEM in action. You enter a query in Google
Search and get a list of results. At the very top are often found promoted
results that are marked with an “Ad” tag. This means that the website has paid
to show up above the rest.

The importance of appearing on the very first results page can hardly be
overestimated as most users never get to the second page at all. Most of us
prefer to choose from the top results because, first and foremost, it saves time.

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 Secondly, these results look more credible and authoritative in our eyes. After
all, Google itself picks them!

In other words, SEM is an excellent way to bring your website to the top of
SERPs without spending much time on developing content and optimizing your
website. At the same time, search engine marketing is helpful if you have a
well-optimized site but also a lot of powerful competitors. But from a long-
term perspective, SEM is most effective when combined with SEO (search
engine optimization).

SEM terminology

When talking about SEM, it is important to understand the terminology related

to it. Here’s a brief overview of the essentials you need to know before we
proceed:

 Pay-per-click (PPC): A payment model by which most search engine

marketing services work, obliging you to pay a fixed fee for every click that
your online advertisement receives.

 Cost-per-click (CPC): The amount paid for a single click in PPC

advertising.

 Impression: A single time an advertisement is shown. An impression is

not to be confused with a view. Your ad can show up in the search results, but
the user may not see it or skip it intentionally.
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 Cost-per-thousand-impressions (CPM): Another popular payment model
in SEM, which implies that you pay a fixed fee for every 1000 times your ad is
shown to users.

 Click-through rate (CTR): The ratio of users who actually clicked on your
online ad (and landed on your website) to the overall number of people who
saw it.

SEO and SEM

The terms “SEM” and “SEO” are sometimes used interchangeably. Some view
SEO as a part of SEM, which totally makes sense. But most often we talk about
SEM and SEO as two separate activities aimed at a single goal: to make a
website visible on the web.

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The core difference between the two is that SEO employs practices that
influence the organic standings of a website (that is, how easily users can find
it by entering specific keywords in the search bar), while SEM uses PPC ads
to boost the website visibility without influencing its organic rankings. You can
read more about the differences between SEO and SEM in this post.

However, the bottom line is this: SEO and SEM are very closely related and
should work in tow. Engaging with SEO, you are basically enhancing the overall
quality of your website and its content, which slowly but steadily improves
your organic rankings. In doing SEM, you pay for placing your site in front of a
broader audience, which is great for your brand awareness and website traffic.
But the effect of SEM lasts only as long as you are willing to pay.

What is SEM without SEO? It is a tactic that can hardly bring any tangible
results. It is one thing to bring visitors to your site, but it is another thing to
retain and eventually convert them. If your website is poorly optimized (has
questionable/irrelevant content, confusing navigation, broken backlinks, etc.),
visitors will immediately leave, increasing your bounce rate. This is a very
negative signal for Google. That is why, for maximum exposure, it makes
perfect sense to invest in both SEO and SEM marketing simultaneously.

How does SEM work?

The essential advantage of SEM is that it makes online advertising more

effective thanks to the targeting capabilities of search engines. Thus,

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advertisements are not shown randomly. Instead, they appear in front of a
specific audience using specific keywords to search for content and products.
That allows businesses to reach their potential customers easier and more
cost-effectively.

What is Social media marketing?

.Social media marketing is the use of social media platforms to connect with
your audience to build your brand, increase sales, and drive website traffic.
This involves publishing great content on your social media profiles, listening
to and engaging your followers, analyzing your results, and running social
media advertisements

In simple words, Social Media Marketing is all about advertising & promoting a
brand and product on various social media platforms to boost sales, drive
more website traffic and build brand authenticity.  

Facebook, Twitter, google+, YouTube, LinkedIn, Pinterest, Instagram, tumbler,

Reddit, Snapchat, etc are the well known social media platforms among users.
The main aim behind using these platforms is to share an enticing content that
can be shared by social media users to help an company in gaining more brand
exposure. And Facebook is considered to have the maximum users i.e. 2.45
Billion.

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Every year unique mobile internet users are increasing and that is encouraging
mobile users to divert more on social media platforms. By looking at the
below stats you can figure out the total number of active users on various
social media platforms.  

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Most of the business i.e. from a small to widely known big brand find social
media to be the most vital platforms in engaging customer, spreading
awareness and creating a brand identity.

There are small businesses that are selling their products on social media to
generate good revenue. By using Hashtag, engaging content, sharing curated
links, tracking competitors, social media ads help in generating good ROI.

12 Most Popular Social Media Platforms 

 Facebook
 Google+
 Instagram
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  You Tube
 LinkedIn
 Reddit
 Snapchat
 Pinterest 
 Tumbler 
 Medium 
 Quora
 Periscope
Five Core Pillars of Social media marketing

1. Social Strategy

If you are planning to publish something on social media then the first thing we
will advise you to do is make a social strategy. Now you might be wondering
how to devise a social strategy. To create customer-centric strategy You need
to ask yourself a few questions like: 

 What are your goals? 

 Which social media platform will help you in achieving your goal?   
 What type of content will attract your audience?  

2. Planning & Publishing 

With the increase in the number of social media users. Every businesses are
concentrating on showing their consistent presence on social media. This
technique is helping them in showcasing their brand to their potential
customers.

Publishing an attractive & informative content is as simple as sharing pictures

or videos on your personal social media profile. But if your goal is to promote a
business or product on social media then you should do focus on planning a
strategy for your post. You should be aware of things like:

 When your potential customers are active on social media? 

 Analyzing the reach of your post? 
 Check whether your post is engaging or not
 Craft your social media post carefully

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3. Listening & Engagement 

In the early phase, your business page may not have many followers that can
interact with you through comments and direct messages. But when you start
posting engaging content you may find growing 

When your social media followers grow you may find that they will start
talking with you through comments and direct messages, tag you in their social
media post. And if you are consistently posting engaging content then there are
chances that they may start sharing your content.

So, always listen to your audience by checking your comments and direct
messages. If they are facing some issue then try to resolve it and if they are
giving some positive feedback and compliment about your brand and product
then appreciate them. 

4. Analytics and Reporting

Analytics and Reporting one of the main metrics of every online marketing
channel. If you own a business page and consistently posting content on it.
then you should be aware of how your post or your page is performing? Every
company look for some report that can help them  in analyzing

 Whether there post has more reach than last month or not
 Total number of positive mention they get in a month 
 How many users are using their hashtag and company name 
 How many users are sharing, commenting and liking their post
 Increase in the followers compared to last month

5. Advertising

One of the well-known parts of social media is social ads. When you are ready
to invest in social media then use social ads to spread awareness about your
brand. It will help you in reaching the maximum number of users and
displaying ads to your targeted audience.

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 How to Boost Social Media Marketing Strategy? 

 Understand your Goal 

 Make a social media content publishing plan 
 Analyze your market then produce an enticing content
 Try to build a consistent brand image 
 Start sharing curated links in your social media post 
 Keep a track of your competitors 
 Use Social media to promote articles, videos, Infographics, etc. 
 Instead of focusing on promoting your post lister to your customer
problem & Suggestions. 
 Keep a track of your social media posting 
 Make an engaging post that can make the users comment on your post 

Advantages and Disadvantages of Social Media Marketing

Advantages:

 Social media marketing helps in reaching a large audience.

 It helps in creating a direct connection with your audience 
 You can create & post your organic content for free
 Helps in building brand authenticity through the social business page 
 Your content can become viral on social media
 You can provide in-depth knowledge of your product

Disadvantages:

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  If your product is not performing well then you may receive a lot of
negative feedback
 Your content can create embarrassment 
 It requires time to build an engaging audience 
 You should spend a lot of time monitoring your campaign.
 Business gets into legal trouble by sharing other content.

What Is PPC (Pay-Per-Click) Marketing?

The most common PPC ad format appears on search results pages of

search engines like Google or Bing. Advertisers have the opportunity to
place their brand, product, or service front and center in the form of an ad
that targets a specific keyword or behavior.

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Here’s an above-the-fold look at a recent results page for the query ‘solar
panels’.

Everything highlighted in red is an ad. Yep, it’s everything on this search

engine results page (SERP).

What Do PPC Ads Look Like?

Most PPC ads appear in search results, but not all. There are three main
types of pay-per-click marketing ads.

Text Ads

A text ad is composed of a written copy by the advertiser. Format and

character limits are dependant on the PPC platform you are working on.
Text ads are most commonly triggered through the Search Network- when
users search on Google or Bing for a keyword held within your PPC
campaign. We’ll get to how keywords and ads are selected later on this
page.

Below is a look at a text ad on a Google SERP through Google Ads:

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Display Ads

A display ad is typically delivered in a format of an image or motion

graphic. PPC platforms that offer display advertising often have size and
content requirements advertisers must comply with when creating their
visual creative.

Display ads typically show up and are available for advertising placement
on websites across the internet. Ads are contextually placed on websites
where the advertiser’s target market visits.

Here is an example of a display ad:

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Shopping Ads

A shopping ad is typically delivered after a searcher submits a query

through a search engine or shopping engine. Shopping ads typically
contain an image of the product, the price of it, and any pertinent
specifications like size, color, dimensions, etc.

This is what a typical shopping ad looks like:

What are the Major PPC Platforms?

Countless platforms offer text, display, and shopping PPC ad placement but
there are three core platforms you can’t ignore:

Google Ads

Google Ads is Google’s primary PPC advertising platform. Google offers

pay-per-click advertising on its Search Network and search partner sites
along with image and video advertising on its Display Network.
Advertising on YouTube is available through the Google Ads platform.

Microsoft Advertising

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Microsoft Advertising (formally Bing Ads) is Microsoft’s PPC advertising
platform. The platform allows pay-per-click advertising on its Search
Network (Bing.com) and search partner sites (including Yahoo.com) along
with native advertising on Microsoft-owned web properties (such as MSN).

Amazon Advertising

Over 46% of product-focused searches begin on Amazon.

Amazon Advertising is the fastest-emerging PPC platform for e-commerce

retailers. Amazon empowers advertisers to create display- and shopping-
focused campaigns that promote their products on Amazon’s shopping
network.

What are the Potential Benefits of PPC Marketing?

There are four distinct benefits to PPC marketing:

1. Speed. Advertisers can quickly drive a significant amount of traffic

to their website. If managed effectively, PPC marketing is one of the
fastest digital marketing strategies to drive traffic and conversion
growth.

2. Precision. Creating a highly-targeted audience to show your ads to

is straightforward—especially on Search and Shopping Networks.

3. Agility. Performance data is available almost immediately, which

makes it easier to quickly make adjustments to improve your
chances for a successful campaign.

4. Measurement. With effective conversion tracking, advertisers can

see the ROI of their ads.

What are the Potential Pitfalls of PPC Marketing?

While there are distinct advantages to PPC, the advertising model does
come with potential pitfalls advertisers should be aware of.

1. Cost. Depending on your competition and the industry you work in,

PPC marketing can be very expensive. Some ad placements can cost
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 over $100 per click! (Don’t worry, this isn’t common, but it does
show the variability of the PPC market due to its auction model.)

2. Waste. Due to the technical nature of most PPC platforms, wasted ad

spend is common without knowledge of the platform.

3. Volume. PPC marketing, especially on the Search Network, often

depends on search volume. If users aren’t searching for the product
or service you offer, Search and Shopping ads won’t generate much
traffic.

What is affiliate marketing?

Affiliate marketing is an online sales tactic that lets a product owner increase
sales by allowing others targeting the same audience—“affiliates”—to earn a
commission by recommending the product to others. At the same time, it
makes it possible for affiliates to earn money on product sales without creating
products of their own.

Simply put, affiliate marketing involves referring a product or service by

sharing it on a blog, social media platforms, or website. The affiliate earns a
commission each time someone makes a purchase through the unique link
associated with their recommendation. Done well, this performance-based
opportunity can become an important part of your business by netting you a
healthy income.

To participate in an affiliate marketing program, we need to take these five

simple steps:

1. Find and join an affiliate program

2. Choose which offers to promote
3. Obtain a unique affiliate link for each offer
4. Share those links on your blog, social media platforms, or website

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5. Collect a commission anytime someone uses your links to make a
purchase

Affiliate marketing offers several benefits to affiliates (i.e., you), one of which is
its ease. Your side of the equation simply involves handling the “marketing”
side of building and selling a product—educating customers. You don’t have to
worry about the harder tasks, like developing, supporting, or fulfilling the
offer.

Affiliate marketing is low risk. Since there’s no cost to join affiliate programs,
you can start making money with an established affiliate product or service
without any upfront investment. Affiliate marketing also can generate
relatively passive income through commission—the ideal money-making
scenario. Though initially you’ll have to invest time creating traffic sources,
your affiliate links can continue to deliver a steady paycheck.

Finally, successful affiliate marketing offers the potential to significantly scale

your earnings without hiring extra help. You can introduce new products to
your current audience and build campaigns for additional products while your
existing work continues to generate revenue in the background.

There are 3 main players in the game:

The customer

An advertiser (the offer owner)

You – the affiliate

The Customer

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This is the end purchaser of the offer. We’ll get to the customer in a second.

The Advertiser

The
advertiser mig
ht be a
software
developer, a
finance
company, or
a gaming
company. All
that matters is
that they have an offer or product for sale.

They want more customers, but they don’t want to spend their own money on
marketing and sales teams.

The offer owner is willing to pay someone a commission for every customer or
lead they can drive to the offer.

The Affiliate (A.K.A You)

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This person (you) drives the customers and leads is the affiliate.

The Affiliate Network

Affiliate networks are companies that have a large range of offers all in one
place. This makes it easy for affiliates to choose different offers (they only deal
with one company).

It also makes it easy for offer owners (the offer owner only deals with a
single company, not thousands of affiliates).

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So as an affiliate, you would sign up with an affiliate network, and start
promoting some of their offers. They set you up with your own affiliate link,
and they will show you how to use their platform.

What is Email Marketing?

Email marketing is the highly effective digital marketing strategy of sending

emails to prospects and customers. Effective marketing emails convert
prospects into customers, and turn one-time buyers into loyal, raving fans.

Email marketing is a type of direct marketing that involves businesses sending

promotional messages via electronic mail to a group of prospects and
customers. It’s widely used as an efficient and cost-effective method for new
customer acquisition, building brand awareness, and increasing product sales,
as well as fostering trust and loyalty with a company’s customer base.

The role of email for marketers is continuing to grow stronger, despite the
increasing popularity of social networks and text messages. This is
demonstrated in global benchmarking research presented in the report, Email
Marketing & Marketing Automation Excellence 2017:

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 Compared to other digital-marketing channels, email is top rated by
marketers, with 53.6% of respondents rating it as excellent or good. Social
media marketing and search engine optimization are rated second and
third by marketers, respectively, with excellent or good ratings of 50.9%
and 45%.
 More than half (58%) of the companies surveyed said that they are
planning to increase their email-marketing budget, whereas only 7.5% are
planning to decrease their budgets.

Marketers in this survey also expressed their confidence in the advantages of

emails, especially compared to other marketing channels. But which email-
marketing benefits were the marketers primarily trying to achieve? Here are
the top benefits of email marketing, according to the marketers who
responded to the survey:

 23% said generating more leads

 19% said improved sales
 17% said improved conversion rates
 13% said reduced marketing costs
 12% said identifying better-quality leads
 9% said integrating with other media to boost response
 3% said shorter sales cycles.

Advantages of Email Marketing

The following email-marketing advantages demonstrate why email marketing

is effective and continues to be so widely used by marketers today:

1. Email is the marketing channel preferred by consumers to

communicate with companies. According to research conducted by
MarketingSherpa, 60% of survey respondents chose email as the preferred
way to receive promotions and regular updates from companies with
which they are interested in doing business. Only 20% of respondents
chose social media, and 17% chose text messages.
2. Email has been shown to generate a better ROI compared to other
marketing channels. A survey by the Direct Marketing Association and

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 Demand Metric of marketers in the United States showed that email
achieved a median ROI of 122%, which was more than 4 times higher than
other marketing channels, including social media (28%), direct mail
(27%), and paid search (25%). And in 2016, email marketing
generated $44 ROI for every $1 spent, which was up from $38 in 2015.
3. You can easily personalize your email messages. From inserting a
subscriber’s name in subject lines and email messages to creating emails
that target customers’ individual interests and needs, there’s a wide
variety of marketing tools and software available today that can help
companies simplify and streamline the process of sending personalized
emails to their customer base.
4. You can easily segment groups of your prospects and customers
and send them specific marketing messages that target their
personal needs and interests. By segmenting your email list, you can
take the personalization of your emails to a whole new level.
Demographic, geographic, and behavioral (e.g., past purchases) are a few
of the types of data that you can use to target different segments of your
email list and send more relevant and personalized email content.
5. With automated emails, you can increase your one-to-one
marketing communications and, at the same time, reduce the
number of employee-hours needed. Automation is the cornerstone of
successful triggered and nurturing campaigns. It’s also another important
tool for creating relevant and personalized marketing emails. And thanks
to advancements in email-marketing automation software, it’s more
affordable than ever, even for many small businesses

Advantages and Disadvantages of Digital Marketing

When it comes to the main advantage of digital marketing, it 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.

It is the best substitute for the traditional marketing platform to promote our
brand on a daily basis through digital content. Unlike traditional marketing, it
is having more advantages and more affordable. As Technology advances &
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 enlarging day by day and has moved to the handy devices it is very easy to
reach a larger audience in a shorter time period.

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
personalized 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.
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 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.
Together, all of these aspects of digital marketing have the potential to add up
to more sales.

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 optimizing 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

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 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. 

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References

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