DIGITAL MARKETING

PROJECT REPORT
 Table of content

1. Affiliate marketing
a. Models of affiliate marketing
b. How advertiser get to know from where he got the conversion?
c. Affiliate networks have lot of publishers working with then how they will be
attribute the conversion to the correct affiliate?
2. Email marketing
a. Types of email marketing
b. Advantages of email marketing
c. Disadvantages of email marketing
d. Bounce in email marketing
e. Popular email marketing platforms
f. Tips to avoid spam folder
g. Model of email marketing
3. Contextual Marketing
4. Influencer marketing
a. Benefits of influencer marketing
b. Types of influencer marketing
5. SMS Marketing
a. Tips to earn money through sms marketing.
6. Search Engine Marketing
a. SEM platforms
b. Types of Networks in SEM
7. SEO
a. SEO Important factors
8. Tools used in digital marketing
9. Mobile marketing
a. Affiliate of mobile marketing
b. Models of affiliate marketing
c. Tracking platforms
10. Tracking in affiliate marketing
a. Pixel
b. Postback
c. Cookies
11. Google analytics
a. How does Google Analytics track data?
b. Main feature of google analytics
12. Google ADwords
a. AD keywords match types
13. Social media marketing
 Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards

one or more affiliates for each visitor or customer brought by the affiliate's own marketing
efforts to advertiser websites.

Who are the main players in affiliate marketing?

1) Advertisers
a) The Brand/ company/ merchant who releases their product and services in
market through digital medium and distribute their promotional activities to
affiliate through they both can earn the profit. Amazon, Aliexpress, flipkart,
jabong, myntra are the big name in e commerce who are using affiliate
marketing to get more traffic on their website and application.

2) Affiliates or publishers
a) The individual or a company who is providing the relevant traffic
according to the advertiser product/service. Once this traffic get converted
into the sale/lead then affiliate get the commission on the particular action
(Action is explained under model of affiliate marketing).

In simpler words who promote the product or services on their ad spaces

(Website, emails, extensions, videos, etc) are called affiliates.

Cashkaro, coupondunia, couponraja, couponrani, grabon is well known

affiliates.

3) Affiliate Networks
a) Many advertisers hire or distribute their promotional activities through
affiliate to a particular network who work as mediator between affiliates and
advertiser are known as affiliate networks. They have a lot of affiliates and
advertisers. So that new brands don’t have to work had to find the affiliates
for their promotion so they distribute the campaigns to the affiliate network.

Affiliate network is an ecosystem whose main source of income is

affiliate marketing.

Below are some popular affiliate networks.

 i) Admitad : - Admitad is a global affiliate network who has the
thousands of brands and hundreds of thousands of publishers around
the globe. They have a powerful technology which helps advertiser
and affiliate to earn maximum. They have 8 offices worldwide with a
powerful reach on big brands and popular affiliates.

ii) Awin: - Awin is very popular and old affiliate network who is also
having the lot of advertisers and affiliates working with them, they
have advanced technologies for their advertisers.

iii) Commission Junction: - Commission junction which is also known

as CJ have more than 20 years of experience in affiliate marketing
with 15 offices worldwide.

iv) Rakuten affiliate network: - Rakuten Marketing is the global leader in

integrated marketing solutions. With offices around the world, their
integrated marketing solutions span affiliate, display and search.

v) Optimise Media Group

vi) Vcommission
vii) Icubes wire
viii) Tradedoubler and etc

While we are talking about the marketing there always be a specified models through which
they can select the correct path to invest according to the requirement and maximize the
profits.
Below i am explaining some models of affiliate marketing.

Model of Affiliate Marketing

1. Cost per Click - CPC
2. Cost per Install - CPI
3. Cost per Visit - CPV
4. Cost per Registration - CPR
5. Cost per Impression - CPM
6. Cost per Mailer Open - CPMO
7. Cost per Mailer Sent - CPM
8. Cost per Acquisition & Action - CPA
9. Cost per Sale - CPS
10. Cost per Lead - CPL

CPC
Cost-per-click (CPC), when we are talking about the cost per click it means the unique
clicks on the banner,search ad on the basis if that advertiser pay to their affiliates. Or we can
use this term to calculate the cost which advertiser is paying for each click to get the desired
action on his website or app.

When we are talking about to find the cost per click for the desired action then we use the
below formula to calculate it.
Number of Clicks (unique)/action cost.

CPI
Cost per install (CPI) means the cost which advertiser is paying to get the unique install. Here
unique means the install should not be done on the same device in past. And a successful
install will only be counted then when user open the app(first time) after install.

CPV
Cost-per-visit (CPV) means that when the visitors visit on the advertiser site through an
affiliate link, then advertiser gives a certain amount of commission on that. Here visitor
should be counted as the unique per session, the session can be last upto 24 hours.
CPR
Cost-per-registration (CPR) means the cost which advertiser is spending for a
registration. Basically when we are talking about the CPR then we relate it to the
registration done on mobile app, after successfully installation of app when user
complete the registration then advertiser will pay affiliate for that successful registration.

CPM
Cost-per-impression, or cost per thousand impressions, is a term used in advertising media
selection, as well as online advertising and marketing related to web traffic. In this ads
display on the different ad spaces and when user visit the web page or ad space on which the
ad is getting displayed then 1 impression get counted.

CPO
CPO (cost-per-open) is the amount of money the advertiser is willing to pay per email
opened. Bear in mind that Email bidding only counts for Unique Opens.

CPM
Cost-per-mailer sent is based on the number of emails sent and NOT based on
subscriber list size. All plans come with unlimited support by email.

CPA
Cost per acquisition (CPA), also known as cost per action, pay per acquisition and is an
online advertising pricing model where the advertiser pays for a specified acquisition for
example a sale, click, or form submit (contact request, newsletter sign up, registration etc.)

CPS
Cost-per-sale (CPS) is an online advertisement pricing system where the advertiser owner is
paid on the basis of the number of sales that are directly generated by an advertisement.
There can be different type of CPS commission, PFB some examples.

1) Flat Commission: - Flat/percentage payout, which is same for all the

categories listed on the website of advertiser.
2) User wise payout: - When advertiser is paying on the basis of user type, he keep a
check whether user is new or old then on the basis of that he pay to the affiliates.
 3) Category wise: - When advertiser is paying on the basis of category, for ex: - an
advertiser has an ecommerce website who listed products of different category like
footwear, apparels, accessories, etc, so according to the category he set the
commission for their affiliates.
4) Category wise + user level commission: - Combination of 2nd and 3rd point.

CPL
Cost per lead (CPL) is an online advertising pricing model, where the advertiser pays for an
sign-up from a consumer interested in the advertiser's offer. It is called online lead
generation.

How advertiser get to know from where he got the conversion?

While distributing the campaign in the market, advertiser distribute the links on which
affiliates has to divert their traffic which is also known as affiliate link, in which advertiser
add query parameters (which is unique for each and every affiliate network) and then through
that they will be able to understand that from where he got the conversion.

Affiliate networks have lot of publishers working with then how

they will be attribute the conversion to the correct affiliate?

Each affiliate network has their own tracking platform on which they add their affiliates
and advertisers, while affiliates and advertiser signup on their platforms then a unique
ID will be attributed to them which get passed in the link which advertiser provide for
the particular campaign. When we talk about the real time tracking then affiliate
networks have a piece of code which get placed on the success page (where the action
get done successfully), through which affiliate networks record the conversions at their
end.
 Email Marketing

Email marketing is one segment of internet marketing, it is quite simply, using the tools
of email to deliver the advertiser message to the users in attractive templates.Basically
the use of email marketing to promote products and services. But a better email
marketing definition is the use of email to develop relationships with customers and
clients is called Email marketing.

Types of Email Marketing

1) Welcome Email: - Welcome emails are those when user signed up on your website
and you send them a greeting, nowadays it is noticed that this type of email have high
open rate.
2) Thankyou Email:- Thank-you Email is a email that is used when one person/party wishes
to express appreciation to another.

3) Promotional Email: - The emails which contains the promotional content, in which
advertiser display the best offer they are offering on their products and service is
called promotional emails.
4) Guides,blogs and other contents: - Sending guides, details about something are come
under this category, this category is rich in content with less images which provide
the information.

5) Surveys: - The mails in which survey or few questions is mentioned are counted
under this category, through this you can ask you customers about your brand,
products or services, which can give you great insights into you performance.
 6) Behavioral-based emails:- Triggered emails, automated emails, transactional emails,
behavioral emails—these are all ways to describe an email that is sent by your
marketing platform whenever a specific action is taken on your website or app. A
very popular behavioral email is a shopping cart abandonment email, which is sent
when someone adds an item to their cart but doesn’t finish their purchase.

Advantages of email marketing

1) Cost Effective: - Emailing is an inexpensive to promote the brand product and

services compare to the other marketing.
2) Ease to use: - Nowadays there are so many tools and platforms are available which
help you in built the attractive newsletters for which you don’t required the skilled
designer, from this platform you can send your designed emails to your users.
3) Easy tracking and measuring:- Through the platform you can get the details of your
each mail sent, for ex: - how many users unsubscribed the mail, how many user
opened the mail, how many user clicked on the link which you provided in the
newsletter and how much bounce rate on the mail.
4) Targeted audience: - It is purely targeted-audience marketing compared to other
marketing modules, because you are sending the newsletters only who have
subscribed for that who are interested in seeing you mails in their inbox.
5) Flexible design: - The emailers can be plain text, graphics or attach file.which suits
best for your business branding.
6) Environmentally-friendly - email marketing is better for the environment than
direct marketing by postal mail because nothing is printed.
Disadvantages of email marketing

1) Spam: - If your email is not to the target audience then they might be delete your
email or unsubscribe which may decrease the domain authority.You need to make
sure that your email marketing complies with privacy and data protection rules, and
that it is properly targeted at people who want to receive it.
2) Design Problem: - If your mail is not well designed then may be user will not show
the interest in your promotion. It should be responsive.
3) Size issue: - Your file size should be small, high load time of images can
irritate your customer and they can lose the interest in your email.

Bounces in Emails

When we are talking about the unsuccessful delivery of email in the user mailbox then
we called it as a bounce.

There are two type of bounces in emails.

1. Soft Bounce : - Soft Bounce indicates the temporarily delivery issues, that issues
can be following

a. Inbox full: - if the user inbox is full then mail will not get delivered.
b. Mail Server issue: - Due to some technical issues in the mail server the mail
get bounced

2. Hard Bounce : - It is a clear situation which a permanent reason an email cannot

be delivered, they are following reason behind hard bounce.

a. Wrong email id: - if you are sending emails to the wrong (which doesn’t
exist) then the email get bounced.
b. Domain name issue: - The domain name of email is wrong or doesn't exist
can lead to wrong email ID and the mail get bounced
c. If the recipient mailbox has completely stopped the delivery of the
email, then also there will be a bounce.
Popular Email marketing platforms

1) Mailchimp

2) Sendgrip
3) Benchmark

4) Constant contact
5) Getresponse

6) Mailgen
Tools to minimize the spam rate and check reputation of your
sending domain

● Senderscore.org
● Talos intelligence.com
● Reputation authority
● Barracuda central
● Trusted score
● Google postmaster tool

Tips to avoid spam folder

1) Don’t use deceptive subject line:- The subject line should be clear which shows
accurately the content of the message.
2) Option of unsubscription - There should always be a button of unsubscribe so that
user can opt-out from the list.
3) Send mails to subscribed user only - Never send the emails who haven’t subscribed
to your newsletters or email, it can decrease the domain authority.
4) Ask your recipients to whitelist you: - Your recipients should add your email ID
(through which you are sending the mailers) under the contacts, so that their mail
server will not put that email to the spam folder.
5) There should be always text to image correct ratio: - Always use standard format
to maintain the correct image to text ratio.
6) Make sure authentication record are setup properly: - Authentication is the main role,
mail server will check this authentication record and confirm the identity of the
sender (whether he is the same who pretends to be). Below are the main
authentication standards.

a) DKIM : - DKIM is used for ensuring that there is no alteration in the

email content during transmission.
b) SPF: - SPF (Sender Policy Framework) is an open, DNS-based email
authentication system that allows sending domains to define which IP
addresses are allowed to deliver email messages on behalf of the domain.
c) DMARC: - DMARC (Domain-Based Message Authentication, Reporting, and
Conformance) is an open email authentication standard that sending domains
use to block fraudulent emails.
 How to maintain the authority of your domain?
i) Use always subdomain to send the emails, so that if that authority of
that domain get affected then it will not impact your main domain.
ii) Don’t send the mail to unknown, if they will report then also it
effect your domain authority.

Models of Email marketing

● CPO (cost per open)

● CPV (cost per visit)
● CPR (cost per registration)
● CPL (cost per lead)
● CPC (cost per click)

Contextual Marketing

Contextual marketing is all about delivering the right content at the right moment.
Contextual marketing refers to providing targeted ads based on the user information, based
on the things they searched and recent web history. The purpose is to offer products and
services to those customers, who are already interested in them.
Contextual marketing is an online marketing model in which people are served with
targeted advertising based on terms they search for or their recent browsing behavior.
 Influencer Marketing

Influencer marketing is a form of marketing in which focus is placed on influential

people rather than the target market as a whole on social media. It identifies the
individuals who have influence over potential customers, and orients marketing activities
around these influencers.

Benefits of influencer marketing

1. Quickly Builds Trust

Influencers have built relationships, trust, and credibility with their fans. People respect their
content and recommendations.By sharing an influencer's content, you'll soon gain their
attention and they'll begin sharing yours, putting your message in front of an actively
engaged audience.

2. Improves Brand Awareness

Influencer marketing can greatly expand your reach and positioning online. Social users
will begin to know more about your brand, your story, who you are, and the solutions you
offer.

4. Effectively Reaches Your Target Audience

This is a big one. Through relevant influencers, your content is placed in front of social
users that are already interested in your niche. You don't have to spend additional funds
on testing and finding your audience - the influencer has already fostered this audience
on social media.

Types of Influencers

1. Micro (publisher) influencer

a. Bloggers
b. Active social media users
c. Active reviewers on 3rd party sites

2. Celebrities influencer
a. Actor
 b. Actress
c. Journalists

3. Fans influencer
a. Customers
b. Venders
c. Employees

4. Friends influencer
a. Family
b. Relatives
c. Close friends

SMS Marketing

SMS marketing (short message service marketing) is a technique that uses permission-
based text messaging to spread promotional messages. To receive text
message specials, new product updates or more information, customers are usually required to opt in
to an automated system by texting an initial shortcode.

Tips to earn more money through sms

● Always send sms to subscribed users.

● Message should be short and clear.
● Do not use big links in the SMS.
● If you are running CPL campaigns through sms then form on your website
should be 1 or 2 pages.
 Search Engine Marketing

Search engine marketing is a form of Internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages primarily through paid advertising. SEM, is
one of the most effective ways to grow your business in an increasingly competitive
marketplace.search engine marketing is the most effective way to promote your products and grow
your business.

SEM Platforms

● AdWords

Google Adwords is one of the most popular SEM platforms on the market. One reason for
it’s large market coverage is that it’s developed for the highest trafficked search engine
globally and all you need to get started is a Google account (which most people already
have). The other is that Google has built a name for itself as a data analytics powerhouse,
and the analytical capabilities of AdWords certainly live up to it.

● Bing Ads

Bing Ads is another prominent SEM platform and generally offers cheaper
cost-per-click (CPC) than Google. You can assign campaigns to different time zones, which
is perfect for those who want their campaigns to reach international audiences. You can also
adjust your settings for an ad group without having to change your campaign.

● Yahoo! Gemini

The only marketplace that gives you search and native advertising on one platform is Yahoo
Gemini. Native advertising has become more popular today because they’re better for
building trust than traditional ads, which is more conducive to inbound marketing strategies.
Types of Networks in SEM

1. Search network
a. Informational search content
b. Navigational search content
c. Transactional search content

2. Display network
a. Banner ads
b. Advertisement
 SEO Marketing

SEO (Search engine optimization) is the process of affecting the online visibility of a website
or a web page in a web search engine's unpaid result often referred to as "natural",
"organic", or "earned" results. nowadays more important than ever and it is necessary for
every webmaster to understand the true meaning of SEO as well as the potential it creates
for every business.Search engine optimization or SEO in short, is a set of rules that can be
followed by website (or blog) owners to optimize their websites for search engines and thus
improve their search engine rankings.

SEO Important Factors:

● Domain authority
● Choice of keywords
● No. of backlinks
● Quality Of backlinks
● Web. content regular updates
● Web. navigators & structure
● Social media scoring
● Title tag + meta tag
● Content quality
● Mobile first user experience
● Lot more…..

Tools used in Affiliate marketing:-

Similar web

SimilarWeb is a website which provides web analytics services for businesses. The company
offers its customers information on their clients and competitors website traffic volume;
referral sources, including keyword analysis; and among other features.SimilarWeb offers a
rich visual dashboard with a wealth of data divided into General Overview and eight other
metrics: Geography, Referring Sites, Search Traffic, Social, Display Advertising, Audience,
Similar sites and Mobile apps.

One click access to 9 websites metrics.

1. Engagement ( visits, time on site page views, bounce rate )
2. Monthly visits & traffic sources
 3. Site ranking ( country, industry & worldwide )
4. Top countries
5. Top 10 referring / destination sites
6. Top social networks
7. Similar sites

How to find contact

❖ Go to the website check there contact us page.

❖ Facebook / twitter -- ( like and then message them the proposal )
❖ Whois.com, bigdomaindata ( to find registrant contact detail )
❖ Hunter extension tool to find out the most frequent emails.
❖ Skype ( to find company name and contact )
 Hunter extension

This extension lets you finding email addresses from anywhere on the web with just one
click.

Find email addresses from any website

Once you've installed it, the extension allows you to find email addresses with a simple
click while you are on a website.

1. Go to the website you want to get the email address for.

2. Click on the icon in your browser.

Hunter's Chrome extension will also return other information associated with the email,
when available, such as:

● Full name
● Job Title
● Telephone number
● LinkedIn profile
● Twitter profile
 Link Redirect Trace Extension

Domains not only have backlinks, they often have redirects.

Redirects are used to forward a visitor from one URL to another URL.
If a strange domain is redirecting to you, you should check this in more detail and find
out if this is a valuable website or if it is harming your rankings.
We built an all-in-one browser extension to help you trace any redirect that you can think
of.

● Redirects parsing and checking.

● META-Refreshes.
● REL-Canonicals parsing and checking
● HTTP Headers.
● Cookies.
● Robots.txt parsing.
● All the technical SEO stuff you need.
● Enter Link Redirect Trace.
How to check which affiliate links affiliates are using for different
merchants.

This we can check by using different tools of redirect tracer, through which it will
provide us the journey of the user from affiliate ad space to the merchant website.Below
are the some example of tracing the redirects.

As in the above screenshot we can see that affiliate cashkaro is using clickonik affiliate
link to redirect the user to the swiggy website.

Mobile Marketing

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target

audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and
MMS, social media, and apps.Mobile is disrupting the way people engage with brands.
Everything that can be done on a desktop computer is now available on a mobile device. From
opening an email to visiting your website to reading your content, it's all accessible through a
small mobile screen.

❖ 80% of internet users own a smartphone.

❖ Mobile platforms, such as smartphones and tablets, host up to 60% of digital media time for
users in the U.S.
 ❖ 65% of all email is first opened on a mobile device.

Affiliates of Mobile

● Direct affiliates
● Demand side platform
● Supply side platform
● CPS affiliate (M-site)
● Youtube

Models of mobile marketing

● CPI (cost per install)

● CPR (cost per register)
● CPT (cost per transaction)
● CPAT (cost per acquisition transaction)

Tracking Platform

● Appsflyer
● Appslar
● Tune
● Affise
● CAKE
● Kochava
Tracking in affiliate marketing

Tracking is the main role in affiliate marketing through which affiliate get to know how they much
earned through their traffics on the real time basis, below or the technical term through which they
can track the conversions.

Pixel

A HTML code which is placed on thank you page to track the conversion. It can be call on
other pages if the action is before thank you. Basically pixel is use for track an action (Sale,
Lead, Registration).A pixel is a small snippet of code that allows a 3rd party to track user
behaviour. Conversion pixels track sales (or any other defined conversion metric) from your
ad campaign, which will help you evaluate your campaign’s success. Retargeting pixels track
visitors to your website and allow you to send ad campaigns to them if they leave without
taking the action you wanted them to take, like making a purchase.Conversion and
Remarketing pixels are important because the information gathered allows you to understand
more about visitors to your website and use that information to improve marketing efforts.

● It will be placed on client side (UI).

● It is less secure, because it can be seen with naked eyes anyone can change the data
in it.
● High chance of losing conversion because of ad blocker.
● Easy to implement.
 Postback

A URL which get called after the specific action performed action here:- Sale, Lead,
Register, Install, Open, Visit. It is placed in server. A postback URL in Attribution
Analytics is a URLrequest to a third-party system that notifies them of a conversion
(typically an install). You can set up postback URLs for each advertising partner (publisher)
on all mobile apps (a global postback URL) or you can add the postback URL for a single
mobile app.

● It is placed on server side.

● It is secured because request cannot be seen by naked eyes.
● Less chance of losing conversion because ad blocker don’t block this request.
● Hard to implement for non-technical person.
 Cookies

An HTTP cookie is a small piece of data sent from a website and stored on the user's
computer by the user's web browser while the user is browsing. Cookies were designed to be
a reliable mechanism for websites to remember stateful information or to record the user's
browsing activity.(including clicking particular buttons, logging in, or recording which pages
were visited in the past). They can also be used to remember arbitrary pieces of information
that the user previously entered into form fields such as names, addresses, passwords, and
credit card numbers.Cookies are messages that web servers pass to your web browser when
you visit Internet sites. Your Browser stores each message in a small file, called cookie.txt .
When you request another page from the server, your browser sends the cookie back to the
server
.

Google Analytics

Google Analytics is a free Web analytics service that provides statistics and basic
analytical tools for search engine optimization (SEO) and marketing purposes. The service
is available to anyone with a Google account.

How does Google Analytics track data?

Google Analytics tracks all of its data by a unique tracking code that you install on every
page of your website. This code is a small snippet of Javascript, or a coding language that
runs in viewers’ browser when they visit those pages.
Main features of Google Analytics :-
● Campaign Measurement: Traffic.
● Track your Goals: Website conversions & user activity.
● Audience reports: Know your users.
● Flow visualization: Follow every step.
● Custom reports: Analytics data, made to order.

Google Adwords

AdWords (Google AdWords) is an advertising service by Google for businesses wanting to

display ads on Google and its advertising network. TheAdWords program enables businesses
to set a budget for advertising and only pay when people click the ads. The ad service is
largely focused on keywords.Businesses that use AdWords can create relevant ads using
keywords that people who search the Web using the Google search engine would use. The
keyword, when searched for triggers your ad to be shown. AdWords at the top ads that appear
under the heading "Sponsored Links" found on the right-hand side or above Google search
results. If your AdWords ad is clicked on, Google search users are then directed to your
website.
AdWords Keyword Match Types

● Broad Match. Broad match keywords will give you the widest reach, but the least
relevance.
● Broad Match Modifier (BMM) You set a BMM keyword by putting a plus sign in
front of any or all words in your keyword. ...
● Phrase Match. You set a Phrase match keyword by putting it in quotes. ...
● Exact Match.
 Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still dominant
in academia, social media marketing is becoming more popular for both practitioners and
researchers.Social media marketing includes activities like posting text and image updates,
videos, and and other content that drives audience engagement.Social media marketing is a
powerful way for businesses of all sizes to reach customers. Your customers are already
interacting with brands through social media, and if you're not speaking directly to your
audience through social platforms like Facebook, Twitter, Instagram, and Pinterest etc.

1. Set Relevant and Realistic Social Media Marketing Goals.

2. Understand Your Social Media Audience.

3. Investigate How Your Competitors Approach Social Media.

4. Create Suitable Content to Share with Your Followers.

5. Engage With Your Audience.

6. Establish the Best Times to Post and Set up a Content Calendar.

THANK YOU