INTRODUCTION TO

DIGITAL MARKETING
WHAT YOU’LL LEARN…

DIGITAL MARKETING
• What is Digital Marketing?
• Why Digital Marketing Matters?
• Difference between Traditional and Digital Marketing
• Digital Marketing Modules

DIGITAL MARKETER
• Digital Marketer Duties
• Digital Marketer Positions
• Soft Skills for Digital Marketer
WHAT IS DIGITAL MARKETING?

WIKIPEDIA
Digital marketing is the marketing of products or services using digital
technologies on the Internet, through mobile phone Apps, display advertising,
and any other digital mediums.

HUBSPOT
Digital marketing encompasses all marketing efforts that use an electronic
device or the internet. Businesses leverage digital channels such as search
engines, social media, email, and other websites to connect with current and
prospective customers.
NEIL PATEL
Online marketing is the practice of using digital channels to spread your
message about your products or services. Some of the ways you can do this are
through paid ads, social media, emails, blogging or even SEO.

Basically, it’s anything that you do online to get more eyeballs on you, grab people’s
attention, and hopefully, at some point, get them to buy from you.
WHY DIGITAL MARKETING
MATTERS?

Remember Billboards?
• Very, very costly
• Difficult to measure the response
• Nobody really gives attention

Google and Facebook generate more

revenue than any traditional media
company because they control more
eyeballs.
That’s why digital marketing matters,
it is where the attention is.
WHY DIGITAL MARKETING
MATTERS?
₹225 billion
The value of digital marketing
industry by 2020

₹25,200 Crore
The share of advertisement on Digital
Media in 2020

20 lakhs job
Digital Industry will produce in India
by 2020

829 Million The number of mobile internet users estimated by 2021 in

India and it’s only going up from here.
TRADITIONAL VS DIGITAL
MARKETING
"DIGITAL MARKETING" relies on earning
people's interest instead of buying it
• Communication is interactive and two-
way.
• Customers come to you:
Via search engines, referrals, social
media
• You need to provide value or education
or entertainment
• Measurable. You can use tools like
Analytics to monitor the success and
ROI of your campaign.
• Inexpensive
• Easy to test and pivot
"TRADITIONAL MARKETING" pushes
products or services on customers
• Communication is one way.
• Customers are sought out:
Via print, TV, radio, banner, cold calls
• Marketer provides little to no value.
• Not measurable.
• Insanely expensive.
• Once you start, you can’t make any
changes to your ads without overhauling
the entire campaign.
DIGITAL MARKETING MODULES

Search Engine Optimization (SEO) Content Marketing

Optimizing your website to rank higher in Creating valuable media and content to
search engine results pages. distribute to potential future customers.

Social Media Marketing Pay Per Click (PPC)

Using one or several social media channels to Driving traffic to your website by paying a
engage with customers, build relationships, search engine or social media networks every
and then send them to your products and time your ad is clicked.
services.

Email Marketing Affiliate Marketing

Communicating with customers using emails Sharing profits with fellow marketers in
while providing value and asking them to buy exchange for promoting each other’s products.
when the time is right.
SEARCH ENGINE OPTIMISATION

SEO is the process of optimizing your website content so that your website ranks
higher in search engine results pages for a certain keyword. Thereby increasing the
amount of organic (or free) traffic your website receives.
SEARCH ENGINE OPTIMISATION

On-page SEO
This type of SEO focuses on all of the content that exists "on the page"
when looking at a website.

For example, optimizing your meta

description and title tag:
Your title tag and meta description are
what shows up on a given Google
search result.

By researching keywords for their search volume and intent (or meaning), you can
include those on your content to rank higher on the search engine results pages (SERPs)
for those keywords.
SEARCH ENGINE OPTIMISATION

On-page SEO
When your title tags and meta descriptions are more compelling or related to the topic
that someone is searching for, you can expect higher click-through rates.
And the higher the CTR, the higher the chance of ranking better.
Google is all about providing the best user experience possible.
So if Google notices that your post that ranks at #10 is getting a higher CTR than the post
above you, they will move your content up.
SEARCH ENGINE OPTIMISATION

Off-page SEO
This type of SEO focuses on all of the factors and activities that you can do
"off the page" to raise the ranking of your site on search engines.

Everything from link building to social promotion and

content syndication can improve your off-page SEO.
The more links you have back to your website from
other sites and the relative "authority" of those sites,
the stronger authority you have in the eyes of
Google. It means that your content is relevant.
Even things like guest blogging or writing a
promotional piece on another site and linking back to
your website can earn the backlinks you need to
move your website up on all the right SERPs.
CONTENT MARKETING

This term denotes the creation and promotion of valuable, relevant and
consistent content assets for the purpose of generating brand awareness,
traffic growth, and ultimately drive profitable customer action.
According to Google, content is one of the top two ranking factors.
The more amazing content you
create, the higher the chance you
have of bringing in new traffic and
leads from organic search.
According to HubSpot, companies
that post 16+ content pieces per
month drive much more traffic than
those that don’t:
CONTENT MARKETING

Types of Content Assets

More Effective
Books / Ebooks
White Papers / Case Studies
Viral Campaign
Infographics
Video
User Generated Content
Podcasts
More Expensive / Difficult Templates / Checklists Less Expensive / Difficult

Emails
Blogs / Articles
Industry News Photos
Forum Posts
Status Updates
Less Effective
CONTENT MARKETING

Why Content Marketing?

• To create Brand Identity and Awareness
• To build Credibility, Trustworthiness and Authenticity
• To build an email list
• To be a thought leader in your industry
• To connect with your audience
• To increase leads and sales
• To monetise with ads/affiliate networks
CONTENT MARKETING

Content publishing and syndication

Once you’ve created content, the next step is to
publish that content and syndicate it on as many
platforms and sites as you can.
Content is great on its own, but it never hurts to
boost it on social media or share it with other
content creators.
This will help you drive more traffic and links to
your content, increasing your chances of ranking
and getting leads.
SOCIAL MEDIA MARKETING

Social media marketing is the practice of promoting your brand and your
content on one or several social media channels to engage with customers,
build relationships, and then send them to your products and services.

This involves publishing great content

on your social media profiles,
listening to and engaging your
followers, analyzing your results, and
running social media advertisements.
You are bringing your message to
where your customers are already
spending time — Facebook, Twitter,
Instagram, etc.
SOCIAL MEDIA MARKETING

• A business that is concerned about what people are saying about its brand would
monitor social media conversations and response to relevant mentions (social media
listening and engagement).
• A business that wants to understand how it’s performing on social media would
analyze its reach, engagement, and sales on social media with an analytics tool (social
media analytics).
• A business that wants to reach a specific set of audience at scale would run highly-
targeted social media ads (social media advertising).
SOCIAL MEDIA MARKETING

The major social media platforms (at the moment) are:

• Facebook
• Twitter
• YouTube
• Instagram
• LinkedIn
• Snapchat
• Pinterest
• TikTok
SOCIAL MEDIA MARKETING

Social media trends to be aware of

The social media landscape is becoming a
“pay to play” sector.
As social media platforms grow, they realize
that ad revenue is their number one money
maker.
And simply giving away free organic visits
doesn’t help their cause.
While Facebook once was the king of
organic reach, it’s been declining for years
now.
With that in mind, you need to have a
combination of both organic and paid posts
on social media to find the most success in
your marketing plan.
PAY PER CLICK (PPC)

Pay-per-click advertising (or PPC) is exactly what the name suggests. You pay
for each click that you receive on an ad that you create.
It is a method of driving traffic to your website by paying a search engine or
any social media network every time your ad is clicked.
All social platforms and major search engines have
their own forms of paid advertising. From Google
and YouTube to Instagram to Facebook and Twitter,
you can sponsor posts and even create powerful
custom audiences.
What’s good about PPC is that it integrates
seamlessly into the flow of its respective social
media platform.
But, by far, the most popular platforms for PPC
advertising are Google AdWords and Facebook.
PAY PER CLICK (PPC)

Google Ads (Search Engine Marketing – SEM)

Google Ads allows you to pay for top slots on Google's search engine results pages
at a price "per click" of the links you place.

Google is, by far, the most popular search

engine in the world. Nothing else even comes
close to the power and user base of Google.
And it is the most powerful PPC advertising
platforms due to one single factor:
User intent.
That’s intent to buy directly from a single
search.
PAY PER CLICK (PPC)

Google Ads Campaign Types

Choosing a campaign type is your first step in getting ads running, so study up. As of 2019,
Google Ads allows you to choose between Five different campaign types.
PAY PER CLICK (PPC)

Facebook Ads
On Facebook, users can pay to customize a video,
image post, or slideshow, which Facebook will publish
to the newsfeeds of people who match your
business's audience.
You can create ads that look just like a
Facebook status update and show up directly in
the news feed of customers you are targeting.
Facebook has some of the best audience
targeting options in the market. You can
effectively target audiences by income,
interests, job positions, and just about anything
you can think of.
PAY PER CLICK (PPC)

Facebook Ads Campaign Types

There are total 11 Ad Campaign Objectives which you can use.
PAY PER CLICK (PPC)

Twitter Ads
Here, users can pay to place a series of posts or profile badges or even specific #hashtags
to the news feeds of a specific audience, all dedicated to accomplish a specific goal for
your business.
This goal can be website traffic, more Twitter followers, tweet engagement, or even app
downloads.
PAY PER CLICK (PPC)

LinkedIn Ads
Content promotion and audience targeting are the keys to LinkedIn.
Here, users can pay to send messages directly to specific LinkedIn users based on their
industry and background.
AFFILIATE MARKETING

This is a type of performance-based advertising where you receive commission

for promoting someone else's products or services on your website.
It’s based on revenue sharing.
The idea behind it is that you promote other
people’s products, often through an affiliate
network, earning a commission if people actually
end up buying.

You can become a merchant and have others promote your product, in exchange for
giving them a commission from the sales that they make.
Or, you can become an affiliate marketer for one or several products that you’d like to
promote and market those to consumers, in order to make money.
AFFILIATE MARKETING

Affiliate Networks
A network works as an intermediary between the affiliate and the merchant.
Letting a network such as ClickBank or Amazon Associates handle the payment and
product delivery puts a more serious note on your affiliate marketing.
When you sign up for their affiliate program, you can
generate a special link for every single product page that
they have.
You can then put that link on your blog, for example, or
send it to friends who you want to recommend that
product to. If they click your link and buy the product,
you’ll get a small commission for referring that customer.
EMAIL MARKETING

Email marketing is all about: Directly communicating with your audience and customers.
Companies use email marketing to promote content, discounts and events, as well as to
direct people toward the business's website.
Email trumps lots of social media platforms
when it comes to engagement. In fact, you’re
40 times more likely to gain a new customer
through email than through Facebook or
Twitter.
Plus, email is a good, long-term method of
contacting prospects.
Email marketing is critical for any business to
develop loyal customers and drive sales
without spending a dime on advertising.
EMAIL MARKETING

The types of emails you might send in an email marketing campaign

include:
• Blog subscription newsletters.
• Follow-up emails to website visitors who downloaded
something.
• Customer welcome emails.
• Holiday promotions to loyalty program members.
• Tips or similar series emails for customer nurturing.
EMAIL MARKETING

Email Marketing Trends: Personalization

You need to personalize emails in the modern day. That means everything from using
the customer’s name to referencing their history or interests.

Personalized emails deliver much higher

open and conversion rates when you
compare them to boring, templated emails.
Emails with personalized subject lines are
26% more likely to be opened.
EMAIL MARKETING

Email Marketing Trends: Segmentation

Segmentation focuses on splitting up your customer email list into specific groups,
allowing you to target them with much more specific content.

For example, let’s say that you have customers

who have purchased basketball shoes and
customers who have purchased soccer shoes.
Sending a generic email about a coupon likely
won’t generate sales. But splitting those groups
into two email lists and sending specific
basketball and soccer shoe coupons will
skyrocket engagement.
According to the latest data, segmentation can
increase revenue from campaigns by 760%.
EMAIL MARKETING

The best email marketing tools

A good email marketing tool can help you automate your efforts and consolidate your
tools into one, saving time and money while improving productivity.
The most popular email marketing tool
on the planet right now is MailChimp.
Other amazing email marketing tools
include Constant Contact, Drip,
ConvertKit, AWeber, GetResponse, and
ActiveCampaign.
 INTRODUCTION TO
DIGITAL MARKETER
DIGITAL MARKETER DUTIES

Digital marketers are in charge of driving brand awareness and lead generation
through all the digital channels of a company -- both free and paid.
These digital channels include: Beyond this, a digital marketer must also use
• Company websites measurable analytics to identify weaknesses and
find ways to improve performance across these
• Social media channels.
• Search engine rankings The digital marketer usually focuses on a
• Email marketing different key performance indicator (KPI) for
each channel so they can properly measure the
• Online display ads company's performance across each one.
• Corporate blogs
DIGITAL MARKETER POSITIONS

In small companies, one generalist might own many of the digital marketing tactics
described above at the same time.
In larger companies, these tactics have multiple specialists that each focus on just one
or two of the brand's digital channels.

SEO Manager
Main KPIs: Organic traffic
SEO managers get the business to rank on Google. You will use your skills as an SEO
expert and a variety of approaches to search engine optimization to help improve a
company's content.
You might work directly with content creators to ensure the content they produce
performs well on Google -- even if the company also posts this content on social media.
DIGITAL MARKETER POSITIONS

Content Marketing Specialist

Main KPIs: Time on page, overall blog traffic, YouTube channel subscribers
Content marketing specialists are the digital content creators and keep track of the
company's blogging calendar to ensure you increase traffic as well as Google rankings.
You would create a content strategy including video to blogging and social media. And
often work with other departments to ensure the products and campaigns the business
launches are supported with promotional content on each digital channel.

Social Media Manager

Main KPIs: Follows, Impressions, Shares
Social media managers establish an effective schedule for posts and overseeing or, in
some cases, creating the posts for the company's written and visual content.
But which social networks they manage for the company depends on the industry.
DIGITAL MARKETER POSITIONS

Digital Marketing Manager

Main KPIs: Goal Reach, Cost for campaigns, ROI
In this position, you would oversee developing the overall content strategy as well as
marketing campaigns.
Your job will involve enhancing brand awareness while driving traffic with the goal of
acquiring new customers.
You will often be responsible for keeping up with new technology to optimize your
digital marketing efforts.
Analysis of your marketing efforts will also be required in order to track the results of
your campaigns.
SOFT SKILLS FOR
DIGITAL MARKETER
Ability to Learn & Adapt Quickly
Digital Marketing as a discipline is constantly changing and fantastic digital marketers
always keep themselves relevant in the industry.
Every digital marketer needs to have the interest, passion, and hunger to ask questions
and learn more about new marketing techniques, tools, and methods. And then we
have to adapt our strategies based on these new methods.

Analytical Skills
Analytical skills can range from being able to set up and understand the output of social
media campaigns, lead management systems, Google Analytics, and many other
programs.
And then you should also be able to interpret these analytics. And take decisions about
going forward or making some tweaks to the campaign, you'll have the data you need.
So that you can base your arguments on strong figures and logic - and not just your
emotions alone.
SOFT SKILLS FOR
DIGITAL MARKETER
Multitasking
As a digital marketer, it’s unlikely that you’ll ever work on just one project or a single
channel at a time. You must have the understanding of all the channels and ability to
work across them all at the same time. Many marketers wear a lot of hats, especially on
small teams.
In addition to multitasking, you’ll need to prioritize the most important duties. Ask
yourself what will make the largest impact on the business, and do that first. You will be
judged on the value you add, so make that your priority.

Creativity
Just sending any message or sharing any stock image isn’t enough to differentiate your
brand from its competitors. Online competition is fierce.
It's important to truly connect with potential customers via creative copy and images
that shine. Great creativity is what makes the difference between your content being
ignored and being clicked on.
SOFT SKILLS FOR
DIGITAL MARKETER
Ability to Fail and Experiment
Don’t give up if you fail; remember that marketing is about experimentation, and not
everything you try will work the first time.
You can't just keep posting inspirational quotes and your product images and hope to
build following.
You need to try different campaigns, post styles, colors and you need to dare to tap into
many emotions of your potential consumers.
Finding the right mix of marketing for your particular products and services takes time,
and until then you have to be willing to experiment and fail.
It also means, don't just do exactly what your boss says. Go beyond your instructions
and over-deliver your value in any campaign.
The easiest way to learn digital marketing
is to setup your own site, such as a
WordPress blog, and then practice
writing content and promoting it.
“LEARNING BY DOING” is the best way to
learn Digital Marketing.

THE BEST WAY TO LEARN

DIGITAL MARKETING
THANK YOU!