Introduction

To
Digital
Marketing
Fundamentals of Marketing
 What is Marketing?
The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.
Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified
market and the profit potential

In order to motivate people to pay for your product or service, or to consider your organisation superior to your
competitors, you need to create meaningful benefits and value for the consumer.

Central to this entire definition of what marketing is,the concept of value.Value is basically the net sum of all
benefits and costs that a customer has to incur in order to have that offering.

what do I mean by benefits and costs?There are different benefits that the customer gets by the consumption of a
product. Say for example, you might be having a mobile phone with you right now. The mobile phone gives you a set
of benefits. The first and most important benefit that you get from a mobile phone is the fact that you can
communicate with your friends, your family members, and other people in your workspace and your colleges, and in
other places that you go to. So communication is one benefit that you get.Mobile phones today have other benefits
as well. Say for example, you have benefits such as watching, being able to watch a movie when you're sitting on the
train, being able to play a game when you are not finding sleep, being able to find any sorts of entertainment at any
point of time.
Now in order to have all of these benefits, you also need to incur certain costs. What are the costs that you have to
incur? Of course the first and most obvious cost that you have to incur is the cost that you have to pay in order to
buy that device or buy the mobile phone
Industry that is Growing at
rate of 30% every year
Online business industries
Artificial Intelligence
OTT Platforms
Ecommerce
 What is Digital Marketing
Today the world is digitally one. Almost half of the global population is Online. Today we are on Online
from talking to friend to grocery shopping online, Planning holiday destination to explore things
around us. The Online world is very much a part of our daily life.

Digital Marketing is a combination of two words Digital (Electronic Media) + Marketing (Promotion of
product and Services)
Digital Marketing is an act of Promoting Products & Services through digital channels such as Social
Media, Search Engine Optimization, Email Marketing & Mobile Apps. Any form of marketing that
involve electronic device is considered as Digital Marketing
Ex PPC advertising of Shoes
Email coming from popular market place like Myntra
Text Message from Zomato
Banner ad on Amazon for lead generation
 According to CNN
“Globally internet users are spending 6.5hrs on Internet
Everyday “

During Covid the consumption

reached to 12 hrs/day
Website
 What will you get in this
Digital Marketing Course.
There are two Segments Digital Marketing is divided in :
GOOGLE and SOCIAL MEDIA
In GOOGLE

Website Planning and Creation

SEM Google Ads , Tag Manager, Google Ranking, Shopping Ads, Video Ads,

SEO Keyword research, Rank website organically

Email Marketing Using MailChimp sending mails to subscribers and potential customers

Ecommerce Marketing Ecommerce marketing is any marketing effort you do to promote your online store and generate sales.

Affiliate Marketing Affiliate marketing is promoting other people’s product in return of small commission for each sale.

Freelancing Freelancers handle contract work on part-time or full-time basis.

Internet Entrepreneurship Starting online business

Do You Know the
First Digital
Marketing Tool/
Platform ?
 Whoa!
In 1896 first wireless transmission was used.
It took 10 years to reach general public.

The First live broadcast was of an Opera at Met

Guess What??

This live broadcast made more and

more people to buy the Ticket.

This is how Digital Marketing was born

 How Digital Marketing is different
from Traditional Marketing?
Traditional Marketing(offline) Digital Marketing
● Utilizes Media like Newspaper, TV, Billboards, ● Use of Digital Platform Such as YouTube Ads, Facebook,
Magazines for advertising. Google etc.
● Costly ● Cost Effective
● Releasing product among mass audience ● Releasing product among targeted audience
● Difficult to track the potential leads ● Easy to maintain data and track the leads.
● Engagement is low ● Engagement is relatively high
● Conversion is slow ● Extremely fast
● Return on investment is not easy to measure ● Return on investment is easy to measure
● Reach local ● Global Reach
● One way communication:which means, an organization ● Two Way Communication:in Digital Marketing as businesses
communicates about its services with its audiences. can communicate with customers and customers can ask
● Unskippable queries or make suggestions to businesses as well.
● Time boundation ● Skippable
● Static ● Extend Time Limit
● Outbound Marketing ● Dynamic
● A/B testing of Ads
● Inbound Marketing
 What is B2C and B2B Marketing?
The meaning of B2B (business-to-business) marketing is any marketing strategy or
content used by one business to target and sell to another business. For instance,
companies that sell services, products or Services to other companies or organizations
typically use B2B marketing.

A good example of B2B marketing is Monday.com on LinkedIn or, a more out of the box
example is the Gong superbowl adverts. Companies like these sell solutions to help
businesses automate or enhance their processes.

Business-to-consumer marketing, or B2C marketing, refers to the tactics and

strategies in which a company promotes its products and services to individual people

- creating, advertising, and selling products for customers to use in their everyday lives.
 Benefits of Digital Marketing

Reach Targeting Measurable

Cost-effective Interactive

Increased brand Better customer Increased sales and

awareness engagement revenue
 These were the five stages that the customer generally engages in.
Awareness is where we are trying to create awareness in the customer's mind about the products that you have to offer
to the customer or the services that you have for offer to the customer. The key objective in the awareness stage is to
create recall about the product. Now what is recall? Recall is basically the customer's memory and the customer's
association that they have with your product category.We use a lot of digital platforms and digital technologies to do this.
Say for example, you might have seen a lot of display advertisements.
Once the customer is aware of your product, the next step is to generate interest in their minds.
This can be done by creating the impression that you are the solution to their problem, or that you
have something that they need.So important thing here is create a message that becomes very
relevant to the customer and makes the customer now remember and consider buying your
product.

The First stage is desire. Desire is where now you want to make the customer feel that the
customer knows enough and there is a conviction in the customer's mind that they should go for
the purchase of the product or now your product has to come into the choice set the customer.So
you have to provide infographics, you have to provide a lot of content that is talking about how this
product is going to be useful.
You have to provide reviews about other customers and how they found the product useful.
So that is where a lot of word of mouth, a lot of detailed comparative information is provided.
The next stage is action. Action is where the customer is actually thinking about purchasing a product. There are a
lot of e-commerce platforms and there are a lot of affiliates who are involved in this activity. E-commerce platforms
basically try to gather all the requirements of the customer and fulfill these requirements. Affiliates are basically third
parties who engage in this ecosystem and give incentives or give customers a lot of information about which
products to buy from which e-commerce platforms. So together e-commerce platforms and affiliate platforms come
alongside or side by side and provide customers an opportunity to buy the product.

The last stage is basically advocacy. This is where the customer wants to give you feedback and give other customers
feedback. Now, there are a lot of word of mouth platforms. E-commerce platforms can be used to write reviews.
Social media platforms can be used to write reviews about the product. A lot of times customers are not very happy
about your product, so you should be able to provide customers with the right opportunity to come back and suggest
what grievances they have. So many a times you would have seen that people go to the Facebook page of the
company and talk about what they liked, what they disliked about the product. A lot of complaints are provided on
twitter, on LinkedIn, on Facebook, etc. So you need to also be sure that such kinds of reviews and such kinds of
feedbacks are also addressed properly.
Sales Funnel
 What is Traffic?
Traffic is visitors to your website. They are grouped into different segments, depending on
how they found you. Get your head around the types of traffic that you’ll commonly see
used in online analytics:

Direct trafficURL type-ins, bookmarks, or media links that are not tracked or well known
or branded traffic

Campaign traffic Display ads, email campaigns, social media campaigns (you can create
a campaign tag to link to a landing page to track this)

Search traffic From search engines, including both organic (defined below) and paid
search

Referral traffic From other sites that have direct links to your site

Organic traffic: All traffic that comes to your site as a result of unpaid search results.
 How to Get Traffic on website
Social Media Campaigns

Do you use Facebook, Instagram, Twitter, or LinkedIn? These platforms have intuitive and easy ways to set up ad campaigns where you can determine your budget and
set your goal. You can define who you want to reach, where they live, or what their interests are, so you know your investment is getting your message to where it needs
to be. However, make sure you don’t rely solely on social media.

Email campaigns

Are you building a network of contacts? Get them engaged by updating them about your latest offers, news and events by utilizing a platform such as MailChimp.

Interactive advertising

Banner ads are image-based rather than text-based and are a popular form of online advertising. The purpose of this is to promote a brand and/or to get visitors from
the host website to go to the advertiser’s website.

Online partnerships

Affiliate marketing is an arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals. Companies such as eBay, Amazon,
Not on the High Street, and Shopify could be a great fit for you to maximize your business.
Link building involves getting other websites to link back to your website, and it’s a brilliant way to boost your SEO. Optimizing this involves increasing the number and quality of your inbound
links.

. Search engine marketing

Search engine optimisation (SEO) – as explored below, this is the process of increasing the visibility of a website or a web page to users of a web search engine.
Pay per click advertising (PPC) – is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked.
 What is E.A.T? And what are YMYL sites?
YMYL : Your Money or Your Life As the name suggests, YMYL refers to content that has the power to
influence a major decision related to a person’s money or their life.Your Money or Your Life (YMYL)
content is the type of information that, if presented inaccurately, untruthfully, or deceptively, could
directly impact the reader’s happiness, health, safety, or financial stability.
There are many types of YMYL content for Google to consider in its algorithm, as it’s not confined to
one industry or genre.
● News and current events on topics like business, science, politics, and technology
● Government, law, and civics-related topics (voting, social services, legal issues, government
bodies, etc.)
● Financial advice on taxes, retirement, investments, loans, etc.
● Shopping information, such as researching purchases
● Medical advice, information on drugs, hospitals, emergencies, etc.
● Information on people of a particular ethnicity, race, religion, nationality, sexuality, etc.
General Overview of Web
concept and Hosting
 Basics of Internet
The Internet is a global network of billions of computers and other electronic devices. With the Internet,
it's possible to access almost any information, communicate with anyone else in the world, and do much
more.
WWW : The World Wide Web—usually called the Web for short—is a collection of different websites you can access
through the Internet. A website is made up of related text, images, and other resources.Once you are connected to the
Internet, you can access and view websites using a type of application called a web browser. Just keep in mind that the
web browser itself is not the Internet; it only displays websites that are stored on the Internet.

HTTPS : Hypertext transfer protocol secure (HTTPS) is the secure version of HTTP, which is the primary protocol used to send data
between a web browser and a website. HTTPS is encrypted in order to increase security of data transfer.

Web Browser : A web browser is application software for accessing websites.

Domain : A domain is a part of the web address nomenclature someone would use to find your website
or a page of your website online.

Hosting : Web hosting is an online service that makes your website's content accessible on the internet.
 Hosting

Server to maintain the files of any business.

Types of Hosting
1. Shared Hosting: Shared hosting allows multiple websites to utilize a single server.
2. Virtual Dedicated Hosting : Hosting for medium size business. In this the user will get the dedicated
bandwidth. There will be a particular Percentage shared of the server dedicated to one business only.
3. Dedicated Hosting: High traffic website require this type of hosting.This is suitable for companies
hosting large websites, maintaining others’ sites or managing a big online mall.
 Hosting Components
When you buy a web server space from internet Service Provider (ISP) there are some components you must be aware of.:-

Disc Space :- A small or medium website will require between 10 and 100MB of disk space. If you plan to keep a lot of audio
and video on your website, then you need plan to buy more space. Before buying server space, you should check the options
available to expand your disc space if you need it in future.
Monthly Traffic:- A small or medium website will need between 1GB and 10GB of data transfer on a monthly basis. If you plan to
keep a lot of audio and video on your website, then you need a plan with more data transfer capacity. Check different options
based on your requirements. What are the other options available in case you cross the given data transfer limit. Your site should
not be stopped in case you exceed given limit.
Processing Speed:-If you are buying space on a shared machine, then you cannot guess how much speed will be given to you.
In that case, only way is to see other hosted sites with the same service provider to know about their hosting quality. But if you
are buying virtual dedicated server or dedicated server, then you should consider how much RAM is being allocated to you. Your
pricing will depend on the given processing power to you.
Connection Speed:-Nowadays, most service providers allow very fast connection speed. So choose a service provider who is
giving better connection speed in terms of bits per second. You can have a connection speed ranging from 64 Kb per second to
2.488Gb per second.
Email Accounts:-Make sure you are going to get sufficient number of email accounts. There are many other options available
which come along with your email account. Like, will you get IMAP, POP and E-mail Forwarding options available along with your
 Hosting Components
Emailing Support:- Apart from having email accounts, it is also very important that your web server should have a facility to
send emails from back-end. In case your site visitors want to contact to you using a form, then you will be able to use that
emailing facility to send emails to your designated account. In simple terms, you should make sure that the SMTP Server is setup
and working on your Web server.
Latest Technologies: You should make sure that your web server is equipped with all the latest technologies. It should have the
latest version support for PHP, PERL, ASP and JAVA, etc.
Databases:- There are many databases available MySQL, Oracle, SQL Server, etc. You should choose your server based on
your database requirement. If you are buying space on a shared server, then you need to verify how much space will be
allocated for your database. Many ISPs do not give more than a limited space for databases. If your site needs a lot of database
size, then you should go for a virtual dedicated server.
Server Uptime:-It is important that you buy a web server from a reliable and reputed ISP. You should make sure your ISP is
giving you 99.99% server uptime. If the is server down, then there are many service providers who gives you compensation in
case your sites goes down more than a limited number of time.
Backup & FTP:-Make sure your Service Provider is giving you more ways of taking regular backup of your website. If your site is
changing everyday, then it becomes very important that you should take regular backup of your website. Many service providers
do it on your behalf by charging a small cost for this service.
Control Panel:-Just make sure what type of facilities you will get to maintain your hosting account. Check if your service provider
is providing you an easy-to-use Control Panel or some other similar tool. Using a Control Panel, you should be able to maintain
basic operations related to your website such as logging your service request, your reboot request, or any other problem.
 Hosting Components
Customer Support:- Before finalizing a deal with your service provider, you should make sure they provide you the required
support. You can get this information using Internet forums or from your friends. There are many service providers who give you
24x7 support for any technical or non-technical problem.

Hosting Platforms
You can go for any of the following two most widely used hosting platforms −

● Windows Hosting Servers − If you are a Windows lover then you will find many hosting servers running different
flavors of Windows and you can buy space from these servers. Normally Windows hosting servers are more
expensive because of lot of software licensing costs are involved with these servers.
● Linux Hosting Servers − If you want to go for Linux then opportunities are unlimited and they will have to pay less
than what you will pay for Windows Hosting Server. There are many ISP who provides Hosting Servers with different
flavors of Unix.
 Domain Basic Understanding

https:\\www.example.com

Protocol Domain Extension

https:\\www.google.com

www.docs.google.com

Subdomain
Directory

www.ciim.in/service
 Extension
Extension - There are many types of domain extensions you can choose for your domain name.

This depends on your business nature.

1. Country Level – represents the country eg. In, .aus, .ca

2. Top level represents the organization eg. .gov, .org, .com, .edu, .co.in

● .com − Stands for company/commercial, but it can be used for any website.

● .net − Stands for network and is usually used for a network of sites.

● .org − Stands for organization and is supposed to be for non-profit bodies.

● .us, .in − They are based on your country names so that you can go for country specific domain extensions

● .biz − A newer extension on the Internet and can be used to indicate that this site is purely related to business.

● .info − Stands for information. This domain name extension can be very useful, and as a newcomer it's doing well.