CONTENTS

LIST OF TABLES
LIST OF FIGURES
EXECUTIVE SUMMARY
1. INTRODUCTION - DIGITAL MARKETING
2. BACKGROUND
2.1. History of Digital Marketing
2.2. Types of Digital Marketing
2.2.1. Search Engine Optimization (SEO)
2.2.2. Search Engine Marketing (SEM)
2.2.3. Social Media Marketing (SMM)
2.2.4. Content Marketing
2.2.5. Email Marketing
2.2.6. Online/ Digital Advertising
2.2.7. Landing Page Marketing
2.2.8. Smartphone Marketing
2.2.9. Affiliate Marketing
2.2.10. Viral Marketing
3. STATEMENT OF PURPOSE
4. SIGNIFICANCE AND SCOPE
5. DATA AND METHODS
6. DISCUSSION OF THE PROCESS
7. RECOMMENDATION
8. CONCLUSION
REFERENCES
APPENDIX

LIST OF TABLES

LIST OF FIGURES

EXECUTIVE SUMMARY
1. INTRODUCTION - DIGITAL MARKETING
In recent years digital marketing is a very common in business. Businesses prefer it over the
traditional medias. In a simple word digital marketing is the way to reach consumers and
promoting products or brands using electronic media. Internet, mobile devices, social media,
search engines, and other electronic media can be used to reach consumers. It can be an entirely
new endeavor that requires a new way of approaching customers and new ways of understanding
them behave compared to traditional marketing [ CITATION BAR19 \l 1033 ].

Digital marketing works by targeting a specific segment of the customer base and is interactive.
Digital marketing is on the rise and includes anything that incorporates marketing with customer
feedback or a two-way interaction between the company and customer, for example search result
ads, email ads and promoted tweets. In the digital marketing, advertisers are commonly referred
to as sources, while members of the targeted ads are commonly called receivers. Sources
frequently target highly specific, well-defined receivers.

Among the most popular methods search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation, campaign marketing, data-
driven marketing, e-commerce marketing, social media marketing, social media optimization, e-
mail direct marketing, display advertising, e–books, and optical disks and games are being
heavily used to reach as many people as possible.

2. BACKGROUND
8.1. History of Digital Marketing
Now a days digital marketing is very common term is business. About 4.48 billion people were
active internet users as of October 2019, its around 58% of the global population the internet
users are increasing day by day [ CITATION JCl19 \l 1033 ]. Because of different advantages and
usefulness, the system of digital marketing is updating day by day.

In 1990, The term “digital marketing” was first used. The digital began with the launch of the
first search engine, Archie and the development of the Web 1.0 platform[ CITATION Ava20 \l
1033 ]. 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. Web 1.0 was the first stage of the world wide web that
support hyperlinks. It allowed users to find the information they wanted but did not allow them to
share this information over the web. The internet had not yet seen widespread deployment, so
marketers worldwide were still unsure of the digital platform.

In 1993, the first clickable banner went live, that creating a gateway into the new digital era of
marketing[ CITATION Ava20 \l 1033 ]. This marked the beginning of the transition to the digital
era of marketing. Hotwired, had begun to purchase huge numbers of banner ads. After this
gradual shift, new technologies enter the digital marketplace in 1994[ CITATION Ava20 \l 1033 ].
Yahoo was launched and first e-commerce transaction start over internet.

The expansion of internet service by providers further helped prompt internet access to
consumers. Search engine sites began to see an increase in traffic, prompting companies started to
optimizing their websites to pull in higher search engine rankings to further appeal to consumers.
Following the advanced popularity of search engine sites, several small engines such as Hotbot,
Looksmart, and Alexa had been launched in the market in 1996[ CITATION Ava20 \l 1033 ].

In 1997, the first social media site sixdegrees.com launched[ CITATION VIP18 \l 1033 ]. Next year
1998, Google.com came to the market[ CITATION VIP18 \l 1033 ]. At the same time Microsoft
launched MSN and Yahoo released Yahoo web search. At the last of the decade the new addition
of broadband internet came to public spheres, that increased availability of the World Wide Web.
The internet bubble burst and most of the smaller search engines were either left behind or wiped
out.

Google began to expand, introducing such products as AdWords and AdSense. AdWords are 3
line ads that show up at the top or to the right of search engine results. AdSense is a cost-per-click
advertising scheme. When google realized the value of analyzing the content they received, they
target ads based on the interests of the users, and thus became a major change in the world of
business.

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, after 2002 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.
Advertising networks soon began to develop ways that they could capitalize on some of these
new developments and the “cookie” came on the scene. The first cookie was actually developed
in an attempt to analyze user’s browsing habits. But since its inception it has evolved into a useful
part of the e-commerce sector and allows marketers and businesses ways of collecting literal user
data. Amazon still uses this method for targeting its audiences and offering them products based
on previous searches. This was a huge impact on the digital marketing world.

It’s very difficult to understand that all these changes have occurred in only 2 decades. Digital
marketing has changed drastically and will continue to change. Web marketing remains an
essential part of SEO campaigns and provides numerous tools and strategies. There are a few of
the original search engines that are no longer in existence and it is very important that SEO and
digital marketing specialists keep up with the latest trends that continue to shape our digital
future.

8.2. Types of Digital Marketing

To reach your audience you should use a mix of different types of digital marketing through
various channels. The most frequent types of digital marketing of our times that can help you
achieve the highest success rate. They are as follows:

a) Search engine optimization (SEO)

b) Search engine marketing (SEM)
c) Social media marketing (SMM)
d) Content marketing
e) Email marketing
f) Online advertising
g) Landing page marketing
h) Smartphone marketing
i) Affiliate marketing
j) Viral marketing

8.2.1. Search Engine Optimization (SEO)

When people think about different types of digital marketing, Search engine optimization (SEO)
is the first thing that comes to mind. Online businesses basically live at the mercy of Google,
Bing, Yahoo, and other search engines. If you are doing SEO right you can attract significant
organic traffic to a website. The goal of SEO is to optimize content in a way that makes it appear
among the first results on a search engine results page (SERP). There are several methods you
can use to rank high on a SERP, such as building a mix of inbound and outbound links or
optimizing the content for specific keywords. Probably the hardest thing about SEO is to
constantly follow the changes of search engine algorithms and update your strategy and methods
accordingly. SEO is essential for any website; as these days every business optimizes their
content for search engines. Therefore, without SEO, it’s basically impossible to stay competitive
in a market [ CITATION And19 \l 1033 ].

8.2.2. Search Engine Marketing (SEM)

SEO is not the only way to increase incoming traffic from search engines. Search engine
marketing (SEM) makes it possible to advertise a product in search engines and make it appear
among paid search results. Search engines usually display paid results above organic results on
serapes. They almost look the same as organic results with only small differences in appearance,
for instance, Google shows a small “Ad” label next to the related URL. On the screenshot below,
you can see the paid search results for the “web hosting” search query. The most frequently used
paid search services are Google Adwords and Bing Ads. They allow you to buy ad space based
on target keywords, location, viewer demographics, and other data. Actually, search engine
marketing is a pretty effective method, as search engines only show your ad to the audience you
want to target. In most cases, you need to pay for SEM results according to the pay-per-click
(PPC) advertising model, meaning you are only charged when someone clicks your ad[ CITATION
And19 \l 1033 ].

8.2.3. Social Media Marketing (SMM)

Without a doubt, social media is the queen of 21st-century digital content. Therefore, it’s also one
of the most important types of digital marketing you need to focus on—especially if you want to
promote a B2C business. Social media is not simply a marketing channel but also a way for
people to keep in touch with their friends and family, get the latest news, or follow topics they are
interested in. There is a plethora of social media platforms you can choose from, such as
Facebook, Twitter, Linkedin, Instagram, and many others. You need to find the ones that are
relevant to the niche you target and promote the business there. Sharing quality content on social
media sites is an excellent way to engage viewers and position a brand as an authority in a
specific niche. It’s also important to place social sharing buttons below each blog post and
content page so that visitors can share it across their network. In addition, every social media
platform offers different solutions for organic and paid advertising. Paid Twitter and Facebook
ads, hashtag campaigns, and influencer marketing are among the most popular methods of social
media marketing[ CITATION And19 \l 1033 ].

8.2.4. Content Marketing

Content marketing is another type of digital marketing you can use to promote a business online.
In fact, content marketing is an indirect way of marketing, as you publish content that the
audience finds naturally while browsing the web. The main goal of content marketing is to make
viewers interact with the content by reading, sharing, and commenting on it. You can use it
together with other types of digital marketing such as SEO or SEM as well. For instance, you can
build the content around targeted keywords in order to achieve an optimal result. High-quality
content also allows you to persuade an audience about the expertise of a business in a certain
niche. Gaining the trust of customers is one of the most important long-term goals of digital
marketing. You can publish shareable content either in the form of blog posts, white papers,
reports, or webinars or by guest blogging in popular publications in the same niche[ CITATION
And19 \l 1033 ].

8.2.5. Email Marketing

Email marketing is a different kind of engagement, as you connect with customers within their
own mailboxes. Although email marketing is one of the oldest types of digital marketing, it’s still
very successful. It’s an excellent way to increase brand loyalty and upsell to existing customers
There are many different ways you can reach out to customers through email marketing. Besides
creating newsletter campaigns, you can send them confirmation emails, thank-you emails, and
email notifications about product updates. If you promote a local business, event invitations are
also an excellent way to engage the local audience. These days there are many awesome tools you
can use to run professional email campaigns, from marketing automation platforms such as
Mailchimp to newsletter plugins for popular content management platforms like
Wordpress[ CITATION And19 \l 1033 ].

8.2.6. Online/ Digital Advertising

Digital marketers have been using online advertising since the first days of the web. Displaying
banners or ads on other websites belonging to the same niche is the most common form of online
advertising. You can use online platforms such as Google Adsense that allows you to
automatically serve ads on other content sites. Ad networks usually let you configure the
parameters of the sites your ads appear on based on keyword, location, audience demographics,
and other data. Bigger online magazines frequently have their own advertising departments as
well. Therefore, it can also be a good solution to contact them and buy an ad space on their
website. Some niche magazines, such as A List Apart web design magazine, also have
sponsorship programs that allow you to feature a brand, logo, and other visuals on their platform
for a certain period of time [ CITATION And19 \l 1033 ].

8.2.7. Landing Page Marketing

Targeted landing pages can work excellently with other types of digital marketing and increase
conversion rates significantly. In the broader sense, a landing page is any web page on which
visitors first land when they arrive at a website. In this sense, homepages frequently function as
landing pages as well. However, many brands create specific landing pages for their marketing
campaigns, too. Digital marketers link landing pages to ads displayed as banners on other
websites or appearing on search engine result pages. Thus, when users click an ad, they are
directed right to the landing page designed for the specific marketing campaign. There are several
tricks you can use to create a converting landing page such as eye-catching headlines, a clean and
mobile-friendly design, and highly visible call-to-action buttons[ CITATION And19 \l 1033 ].

8.2.8. Smartphone Marketing

People use their smartphones all the time, therefore these days’ smartphone marketing is also
among the most important types of digital marketing. This is especially true if your target
audience is the younger generation. In fact, you have many options to reach your prospects
through their smartphones. As a result, smartphone marketing is an incredible opportunity to
promote a business online. Besides sending text messages to subscribers, you can further engage
an audience by providing them with free mobile apps for Android and ios devices. Your app can
also perform specific actions that increase visibility. For instance, it can send users real-time push
notifications that appear on their smartphones when new content is available on the website.
Popular messaging platforms such as Messenger and Telegram also allow you to create marketing
bots with which you can acquire new customers in a human-centered way[ CITATION And19 \l
1033 ].

8.2.9. Affiliate Marketing

Affiliate marketing makes it possible to reduce your marketing workload by outsourcing it to
external service providers. With affiliate marketing, you only pay for conversions, after your
affiliate closed a deal and the customer purchased the product. Affiliate marketers do all the
related marketing activities from banner placements to landing pages. Probably the best thing
about affiliate marketing is that it has no upfront cost and you can decide on the terms and rates
you pay to the affiliates. Probably the most notable online affiliate program is Amazon Associates
that lets anyone promote Amazon’s products and earn a commission after closed deals. Smaller
businesses can also make use of affiliate programs—it’s an especially popular type of digital
marketing in the tech sector. However, you should only start an affiliate program if you have the
means to properly monitor and educate the affiliates[ CITATION And19 \l 1033 ].

8.2.10. Viral Marketing

Viral marketing makes use of all types of digital marketing mentioned in this article. The essence
of viral marketing is to create a post, video, meme, or another short-form content type that
spreads across the web like a virus. To make a successful viral marketing campaign, you need to
promote the same content across multiple channels such as Twitter, Youtube, Blog posts,
newsletters over a short period of time[ CITATION And19 \l 1033 ].

3. STATEMENT OF PURPOSE

4. SIGNIFICANCE AND SCOPE

Digital advertising, also called internet advertising/ online advertising/ digital campaign is when
businesses leverage Internet technologies to deliver promotional advertisements to consumers.
Digital advertising includes promotional advertisements and messages delivered through social
media websites, online advertising on search engines, banner ads on mobile or Web sites and
affiliates programs. At present we live in a digital age. That is why it is very crucial to reach
consumers through using digital platform. Digital advertising can bring the products to the huge
number of consumers very quickly through online platform by using very lucrative interface. As
this technique is a one kind of advertising, it can be used for campaign of any products which
helps to meet the marketing goal. This report will describe the process of digital campaign for a
company who sells chocolate. The similar process can be used for other products like, chips, fast
foods, etc.

5. DATA AND METHODS

Digital Advertisement is usually run by console mostly under Google. There are few specific
terms that needs to be applied to run a campaign in the platform, such as Campaign Name, Flight
date, Campaign type, Budget ($ or impression), Frequency, Keywords, Location, Creative, Page
Context etc. The method follows here is examine the process of a digital campaign from start to
end for a chocolate seller and describe the process with interface screenshot.
6. DISCUSSION OF THE PROCESS
The campaign process has been shown below is “Treat Chocolate campaign”, campaign for a
product of PRAN Confectionery, which was recognized as one of the best candy brand in Asia
[ CITATION UNB19 \l 1033 ].

Name: 55382_Treat_Q2_*9999*
The name separates the campaign from other campaigns.
There are also few types to be selected to run a campaign for example Search Type, Contextual
Type, Geo-Optimized etc.

Search Type: It means the campaign will run through search with given keywords related to the
campaign. As for this campaign, provided search keywords will be chocolate, treats, amber, bay,
beige, bister, buff, chestnut, cinnamon, cocoa, copper, drab, fawn, ginger, hazel, mahogany, nut,
ochre, puce, russet, rust, sepia, sorrel, tan, toast, umber, auburn etc.

Geo-Optimized: There can be few types but mostly used campaign is known as Geo-Fence type.
It is used for indicating the most specific location used for campaign. For example, if the client
wishes to run their campaign on few specific shopping mall or hospital, fence could be drawn in
those targeted areas and people only in those specific area will see the advertise on their mobile,
laptop or TV.

7. RECOMMENDATION

8. CONCLUSION

REFERENCES
Clement, J. (2019, November 20). Worldwide digital population as of October 2019. Retrieved
from Statista: https://www.statista.com/statistics/617136/digital-population-
worldwide/

UNB NEWS. (2019, November 06). UNB. Retrieved from www.unb.com.bd:

https://www.unb.com.bd/category/Business/treat-chocolate-selected-as-best-candy-in-
asia/33639
APPENDIX