WHAT IS MARKETING?

1. Advertisement
2. Branding
3. Communication
4. Research
5. Identifying needs
6. Satisfying needs
7. Creating utility
8. Demonstration of product
9. Targeting
10. Segmenting
11. Promotion-however this is short form of marketing
WHAT IS DIGITAL MARKETING?
When you do all or some of your marketing activities over the internet using digital
devices like, Palmtops, laptops, phone etc.. Its called digital marketing.
What is the difference between digital marketing and Internet marketing?
Internet marketing is can be done only using Internet whereas digital marketing can
or cannot be done without internet. Digital marketing is vast as compared to
internet marketing and digital marketing involves internet marketing. Digital
marketing be online and as well as offline.
SIX STEPS DIGITAL MARKETING PROCESS:
1. Visibility
2. Bringing targeted traffic
3. Engagement
4. Lead generation
5. Measurement
6. Retention
1). VISIBILITY
The first and foremost important phase of digital marketing is visibility of your product or
services over internet
We have typically two types of search results
• Organic
• Inorganic/Paid

Ways to increase your visibility:

1. Company website: Google automated script like web crawler, Web spider, Google Bots
indexed your site and increases your visibility.
2. Indexing your website with important keywords, external links, internal links, helps
search engines index your site effectively.
3. PPC (pay per click advertisement on Google).
4. SEO (search engine optimization)- SEO is the most effective free of cost way to
increase your online visibility.
1). VISIBILITY CONT..
There are three types of online visibilities for your website.
1. Owned
2. Paid
3. Earned
WHAT IS OWNED VISIBILITY?
This is something you paid for or personalized as per your company’s needs.
Following are examples of owned visibility
1. FB Profile
2. FB Page
3. Company’s Website
4. Twitter handle
5. Linked in
6. Email accounts
7. Your owned web servers
WHAT IS PAID VISIBILITY?
This is something you pay to search engines to be more visible on search pages.
Following are examples of Paid visibility
1. PPC (Pay per click advertisement in Google)
2. PPM (Pay per 1000 impressions)
3. Affiliates marketing
4. E-commerce
5. Text ads
6. Single image ads
WHAT IS EARNED VISIBILITY?
This is something you earned over a period of time due to your strong online
presence. Following are examples of Earned visibility
1. Press release
2. Reviews
3. Blogs
4. Viral news or video
5. Internal external links
6. Good SEO ranking
2). BRINGING TARGETED TRAFFIC
To check whether the hits coming on your websites are useful leads or just increasing
your bounce rate. There are many ways by which you can control and target
traffic to your site they are broadly categorized into two category
• Inbound marketing: this type of marketing is also known as uninterrupted
marketing. (as per research 95% of online leads are fake), you need good digital
marketing plans to make sure only relevant traffic land on your page that can be
converted into sales.
• Out bound marketing: this type of marketing also called interrupted marketing,
this can be done through various below mention means, however conversion rate
is very low in outbound marketing.
1.Cold call
2.Email Marketing
3). ENGAGEMENT
This is very important once you have targeted traffic to your site how will you engage
them is very important, if you fail to engage them they will increase your bounce
rete, which will lower you site rank in Google.
You can engage your customer through inter/external useful links, interactive Videos,
useful blogs or by placing CTA(call to action)
As per research 1000 words blog is good enough to engage anyone, however one
picture is more than 1000 words, and one video is more than 1000 pictures.
4). LEAD GENERATION (CONVERSION)
1. Micro level: small activities which may or may not lead to sales but will help in
long run. You can build trust through these activities.
2. Macro level: Bigger activities, which may or may not lead to sales.
The ultimate goal of both is to generate traffic to lead generation funnel.
5). MEASUREMENT
Google Analytic:- is a free tool to measure/monitor the performance of your blogs/website
or your online ad complain.
It can measure following parameters.
1. How many visitors visited your site
2. Understanding behavior of traffic
3. Analyzing bounce rate for your website
4. Analyzing average time spent on each page
5. Reviewing Average page visited per visit
6. Analyzing Unique visitors
ALPHA/BETA Testing(A/B Testing):
AB testing is a method, which can be applied to basically anything. When you are doing AB
testing for your website you create multiple of single webpage. After that you sent
traffic to that pages alternatively from a single source. Using Google analytic you can
review performance of your webpages. And decide which one is performing the best.
6). RETENTION
Once you acquired the customer your have to work towards his retention and look for
potential customers as well. Retention can be Vertical or horizontal.
• Vertical retention: When you are moving upwards or downwards among the same
line of services under the same brand it is called vertical retention. For example:
Iphone 3 to Iphone 4 or Iphone 5 to iphone 4
• Horizontal retention: When you move among different line of services offer by the
same brand. It is known as horizontal retention. For example: Iphone to Imac,
Imac to Ipad, or Iphone to apple watch.
DIGITAL MARKETING OVER TRADITION MARKETING

Wide reach: according to reports published in TOI, in Nov. 2013 India would have 254
Million internet subscriber by the end of 2014, and by the end of 2015 India will
surpass US in internet penetration.
Brand awareness
Digital marketing is performance oriented
Digital marketing is cost effective you can save 61% of your advertising expenses by
practicing Digital marketing
Employer can cut down their employees expense by switching to digital
Helps you generate potential business leads through lending pages. Lending page can be
of two types, (i). bid for specific purpose for example demo registration (ii) summery of
your website.
Lending page created for specific purpose
Lending page will never have menu bar
DIGITAL MARKETING OVER TRADITION MARKETING

Digital marketing can help ad an extra outlet for your sales network through affiliates
marketing
What is affiliates marketing? affiliates are those digital marketing expert who drives
traffic to you site. The chain of affiliates consist of three parties (i). Advertisers (ii).
Affiliates marketing agency (iii).