Digital Marketing can be understood as a well-targeted, conversion-oriented, quantifiable, and interactive marketing of products or services by utilizing digital innovation to achieve the customers, and transform them into clients in a sustainable fashion. The whole concept and functionalities of Digital Marketing are more competent, effective, result oriented and measurable, which make it very different from traditional marketing. The traditional way of marketing lets businesses market their products or administrations on print media, radio and TV commercials, billboards, business cards, and in numerous other comparable ways where Internet or web-based social networking sites were not utilized for promoting. However, traditional promoting approaches had constrained client reachability and extent of driving clients’ purchasing conduct. In addition, traditional marketing methods were not quantifiable too. Let us understand noticeable difference between Traditional Marketing & Digital Marketing.

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SHORT-TERM PROJECT REPORT
On
“Google Digital Certified Fundamentals Of
Digital Marketing Certification”
Submitted to- Submitted by-
Dr. Sourabh Bishnoi Akshit Gupta
PGDM (Section A)
19DM024

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Certificate of Mentor/Guide
This is to certify that the report on Google Digital Certified Fundamentals of Digital
Marketing Certification is an academic work done by Akshit Gupta (Roll No.- 19DM024)
submitted in the partial fulfilment of the requirement for the award of the degree Post Graduate
Diploma from Birla Institute of Management and Technology (BIMTECH) under my guidance
and direction.
To the best of my knowledge and belief, the data and information presented by him in the
project has not been submitted earlier elsewhere.

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DIGITAL MARKETING
Digital Marketing can be understood as a well-targeted, conversion-oriented, quantifiable, and
interactive marketing of products or services by utilizing digital innovation to achieve the
customers, and transform them into clients in a sustainable fashion. The whole concept and
functionalities of Digital Marketing are more competent, effective, result oriented and
measurable, which make it very different from traditional marketing.
The traditional way of marketing lets businesses market their products or administrations on
print media, radio and TV commercials, billboards, business cards, and in numerous other
comparable ways where Internet or web-based social networking sites were not utilized for
promoting.
However, traditional promoting approaches had constrained client reachability and extent of
driving clients’ purchasing conduct. In addition, traditional marketing methods were not
quantifiable too. Let us understand noticeable difference between Traditional Marketing &
Digital Marketing.
INTRODUCTION TO DIGITAL MARKETING
Today’s time of the Internet has opened the gateway of tremendous digital marketing
opportunities for businesses. By utilizing different channels of digital marketing, businesses
cannot just share their product and services online; additionally, they can gain clients for their
business, entice them and can convert them to boost their ROI. The speed and
straightforwardness with which the digital media transmits data and support a business is
astonishing. In this Introduction to Digital Marketing E-Guide, every single aspect of Digital
Marketing will be discussed to help marketers understand what Digital Marketing is, how it
functions, and how it can help them optimize their marketing campaign.
The world is super-connected nowadays and all things considered, marketing and advertising
are no longer the same as they once were. This is particularly valid because of the ascent of
online networking, which has changed how organizations speak with potential and existing
customers.

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DIGITAL MARKETING CHANNELS INCLUDED IN DIGITAL MARKETING
1. Search Engine Optimization (SEO)
SEO can be understood as the process of optimizing the structure, design, and content of your
website so the Search engines can index them accurately and position sites in the top results of
SERPs. SEO also incorporates different promotional activities that boost search engine ranking
of your site.
How does Search Engine Work?
Generally, most of the Search engine does- Spiders or Web Crawling, indexing and displaying.
Spiders & Crawlers: In this, spiders crawl over the web for searching the content. Once spiders
finish the scanning process, they copy the searched content to store that in a search engines
database. Web crawlers collect following information from webpage –
Web crawler’s information -
1. Website URL
2. Website Title
3. Meta Tag Information
4. Web Page Content
5. Link on the page and where they go
· Indexing: Search engines crawl and index the content of different web pages and additionally,
they keep track of all those relevant pages in keyword-based indices. To determine ranking,
search engine looks into the content of the page, Page URL, Page Title, Domain Age,
Topicality, Domain Trust, Social Signals, Number and relevance of external pointing links to
the page and other factor

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2. Social Media Marketing
Social Network Marketing incorporates marketing strategies that use social media channels
as marketing tools for optimizing exposure of a brand, targeting audiences, conversions and
returns. Social Media marketing can be done by adding social media links to the site content
e.g. RSS feeds and sharing buttons. It can also be done by promoting sites through social media
channels by updating tweets, statuses, blog posts, photos and so on. Most of the Digital
Marketing PDF considers SMM as the second most important digital marketing channels.
Facebook Marketing
 Facebook includes most powerful social media marketing features that allow marketers
provide videos, photos, longer description option and testimonials on their Facebook
page for others to see.
 There are automated scheduling tools available to automate Facebook Marketing,
which makes it one of the most quantifiable SMM channels incorporated in most of the
basics of digital marketing e-guides.
Twitter Marketing
 Twitter marketing is one of the best ways to reach out to new customers without
invading their privacy.
 Twitter is actually a micro blogging service that lets marketers send and receive
messages
LinkedIn Marketing
 As one of the most preferred SMM channels of ‘Introduction to Digital Marketing
PDF’, LinkedIn connects professionals from various backgrounds.
 It provides professionals an opportunity to expand their businesses by connecting with
other business professionals
Video Promotion
 Video promotions are amongst the quickest ways to reach your prospects. Visual effect
creates more powerful impact on customers than print or digital text.

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 Video promotion enables marketers explain the product more convincingly compared
to any other medium.
 Social Media marketing on “YouTube” help marketers turn their viewers into fans then
fans into customers.
3. Online Paid Advertising
Online Paid Advertising, Pay per click advertising or PPC is another important digital
marketing channel that you need to understand while going through introduction to digital
marketing. In paid advertising, you need to pay each time a user clicks on your Ad. You need
to pay according to your bid amount and one of the most popular pay per click programs is
Google Ad words.
Google Ad Words
 Understanding purpose of your PPC campaign
 Researching on target audiences
 Proper Keyword Research and conduction of A/B Testing
 Learning from your competitors’ Ad copy before you make your own AdWords
campaign
 Keyword grouping and Organisation along with Ad groups creation and
Management, etc
4. Email Marketing, Mobile App Marketing:
Email marketing is one of the most pervasive and effective strategies to reach optimum users
with least expenses. It is a type of direct marketing that utilizes email as a method for
correspondence. Email marketing is a proficient approach to remain associated with the
customers and in the meantime advancing your business and services. With email marketing,
marketers can also track how much percentage of individuals has demonstrated enthusiasm for

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your item or administration. Proficient email marketing is considered as a superior approach
for well-organized digital marketing campaigns. Here are a few advantages for email marketing
 Permission-based list building, which is a making of an email list by giving a sign box
to imminent email contacts and affirming their endorsement with a subsequent email.
 Campaign creation that is understood as the capability to organize and structure
extensive volumes of emails by branding, subject and schedule.
Mobile App Marketing:
Growing prevalence of smart-phones makes mobile app one of the most important parts of
‘digital marketing PDF’. While building your mobile App, below given are the important things
you need to pay heed upon-
 You need to optimize social media presence of your App by improving a steady social
media following on different social networks like Facebook, Google+, Twitter,
Instagram, Tumblr, etc.
 You should drive engagement across your mobile app by focusing your efforts on
boosting ongoing engagement and keep updating fresh content to influence users have
interest in your app.
Conclusion:-
To sum up digital marketing is not just a tool to optimize your business and bring positive
results, but is a necessity in today’s digital environment. One needs to be fully equipped with
the techniques that are implemented to generate results. The customers should be able to find
the exact kind of business that they are searching for and on the other hand the businesses
should put themselves on the net with every possible relevant information so that they can be
found on search engines upon the search done by the potential customer.

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