site:http://www.digiproindia.com/ DIGIPRO – A Premium Digital Marketing Training Institute.

1. Digital Marketing
Digital Marketing Overview
Website Planning & Creation
Google Platforms
Search Engine Optimization
Google AdWords or PaidAdvertisement
Social Media Marketing
E mail Marketing
Content Marketing
Affiliate Marketing
AdSense & Blogging

2. Digital Marketing Overview
What isDigital Marketing ?
Importance of Digitalmarketing
Digital Marketing Components
Process of Digital Marketing Excellence
Difference between Digital Marketing & Traditional Marketing
Opportunities in Digital Marketing
Terminology in Digital Marketing

3. What isDigital Marketing ?
Digital
(Tools)
Marketing
(Reach)
Communication
(Platform)

4. Importance ofDigital Marketing ?
Market reach toa
specific segment
Informative &
trackable
Cost effective &
365 day
engagement
Maximum
conversion ration as
compared toother
ma rketing mean

5. Traditional Marketing V/s Digital Marketing?
Traditional Marketing Digital Marketing
Difficult to Measure the impact of marketing. Itis measurable . You can know the number of
people who viewed the online advertise, and the
number of ones who purchased the product.
Itis not cost effective Itis more cost effective
Itmay leave user’s queriesunanswered. Itcan providemaximum information
It will take time to create brand building Itis fast &efficient for brand building

6. Component of DigitalMarketing

7. Process of Digital MarketingExcellence
Design & Development
Awareness Building
Communication between User & Website
Traffic
Conversion
Follow Up
Analytics –Diagnosis -Solutions

8. Digital Marketing Terminology
Banner
Black HAT&
White Hat
CTR (Click
Through
Rate)
Campaigns
Pay PerClick
(PPC/CPC)
Landing
Pages
Impression
Conversion
Rate
Optimization
Cost per
Acquisition
SEO Traffic SMO

9. Opportunity in Digital Marketing
Digital Marketing Manager
Content MarketingManager
Content Writers
Inbound Marketing Manager
Social Media Marketing Experts/Specialists
Search Engine Marketers
SEO Executives
Conversion Rate Optimizer
Copy Writers
Blogging & OnlineBusiness

10. Pros of Online Marketing
Wider reach to the customers
Immediate quantifiable results
Less business overheads
Customers’ Convenience
Customer Relationship
Ability to track customer’s preferences

11. Cons of OnlineMarketing
Internet Fraud
Ads Placement
Requires Special Expertise
Inaccessible
Negative feedbacks about Products.

12. Website Planning & Creation
Types of Websites
Essentials of Website
Planning a website
Professional Appearance
Easy to update
Search Engine Friendly
Difference between Dynamic & Static Websites
Importance of Landing Pages

13. Design & Development
Static
website
Called as client side
coding. Low Change
Requirement & all
change through
coding
HTML, CSS, JAVA .
Customer have no
option to change
content by itself
Open Source
Website
Dynamic
Website
Called asServer side
Coding .CMS Based
Website. Purpose of
these website ishigh
functionality.
Called as Serverside
Coding .CMS Based
Website. Purpose of
these website ishigh
functionality.
Ready Made Mechanism.
Common CMS made for
common requirement .
Ready Templates ,themes
is available to customer.
WordPress , Zomla, Open
Kart, Wix , InstaPage etc.
Less time consuming.

14. Types of Website
Portfolio &
Personalized
Sites
Business/Service
Websites
E –Commerce
/Portal Websites
Content based
Websites (Blog)
Business to
Consumer
website
Consumer to
Consumer
website
Business to
Business
Websites
Q& A or
Discussion
Forum Website
Affiliate Website Tools to CheckWebsites Platform Detail :
https://builtwith.com

15. Landing Pages
Portfolio &
Personalized
Sites
Business/Service
Websites
E –Commerce
/Portal Websites
Content based
Websites (Blog)
Business to
Consumer
website
Consumer to
Consumer
website
Business to
Business
Websites
Q& A or
Discussion
Forum Website
Affiliate Website Tools to CheckWebsites Platform Detail :
https://builtwith.com

16. Essential elements while creatingWebsite
Call to
Action
Responsive
Content is
King (SEO
Friendly)
Social Book
Marking
Professional
Appreance
Conversion
Rate
Optimization

17. Landing page V/s Website
LANDING PAGE WEBSITE
Landing page provide specific knowledge like
flyers
Website provide descriptive informationlike
prospectus
User is focus & conversion is faster & effective User is not focus &conversion is less
Main purpose is to capture a lead or sales
conversion
Main purpose is to provide presence & create
trust.
Itis use for Pay per clickmarketing Itis use for Search Engine Optimization
http://www.aakash.ac.in/classroom-coaching/medical/?utm_source=med-
search&utm_medium=cpc&utm_campaign=buynow&gclid=Cj0KEQiA56_FBRDYpqGa2p_e1MgBEiQ
AVEZ6-9UVRxgWZ0kAOUFBX0zgR40vF7CEKCuS-_FcaFcgydgaAmnR8P8HAQ
https://www.kartrocket.com/launch-ecommerce-
website/?utm_source=Google&utm_medium=CPC&utm_campaign=KR-Create-Website-
All&utm_content=Create-Website-
Modifier&utm_term=web%20site%20create&gclid=Cj0KEQiA56_FBRDYpqGa2p_e1MgBEiQAVEZ6--
tR3Ty-a65QlQyOKBefoPE2diMiwX3q25GrK3zACT0aAmfr8P8HAQ
http://www.aakash.ac.in/
https://www.kartrocket.com/

18. Search Engine Optimization
What isSEO ?
Introduction to SERP
How Search EngineWorks
What isTraffic?
Function of SearchEngine
Importance of Keywords
Process of SEO
Types of SEO
Keyword Planning

19. Search Engine Optimization (Terminology)
Crawler
Inbound V/s
Outbound
Marketing
Back Link Link Juice Link Farm
Indexing SERP
Domain &
Hosting
Keyword
DNS /Proxy
Server
HTTP
On Page
Optimization
Off Page
Optimization
Webserver Algorithim

20. Google SearchEngine
Search Engine
Crawlers
(Aka,Spider,Robot&
Bots)
Fetch/Collect
Information
Algorithm
View Video
crawler
Page Rank –
Onthe base of
relevance &
authority

21. Search Engine ResultPage(SERP)

22. Inbound Marketing V/s OutboundMarketing
https://www.youtube.com/watch?v=YLCA3-uuPpUView Video to understand -

23. Search Engine ResultPage(SERP)
Search engines consider two main areas when determining what your website is
about
and how to prioritize it.
Content on your website (Relevancy) – On Page Optimization
When indexing pages, the search engine bots scan each page of your website, looking for clues about
what topics your website covers and scanning your website‟s back-end code for certain tags,
descriptions, and instructions.
Who’s linking to you: (Authority) – Off Page Optimization
As the search engine bots scan webpages for indexing, they also look for links from other websites. The
more inbound links a website has, the more influence or authority it has. Essentially, every inbound link
counts as a vote for that website‟s content .
A link from a highly authoritative website like The New York Times (nytimes.com) will give a website a
bigger boost
than a link from a small blog site. This boost is sometimes referred to as link juice.

24. Problem in Crawler orIndexing
Online forms: Search engines aren't good at completing online forms (such as a login), and thus any
content
contained behind them may remain hidden.
Duplicate pages: Websites using a CMS (Content Management System) often create duplicate versions
of the same page; this is a major problem for search engines looking for completely original content.
Blocked in the code: Errors in a website's crawling directives (robots.txt) may lead to blocking search
engines entirely.
Poor link structures: If a website's link structure isn't understandable to the search engines, they
may not reach all of a website's content; or, if it is crawled, the minimally-exposed content may be
deemed unimportant by the engine's index.
Non-text Content: Although the engines are getting better at reading non-HTML text, content in rich
media format is still difficult for search engines to parse. This includes text in Flash files, images,
photos, video, audio, and plug-in content.

25. Problem inSERP
Uncommon terms: Text that is not written in the common terms that people use to
search. For example, writing about "food cooling units" when people actually search
for "refrigerators.“
Language and internationalization subtleties: For example, "color" vs. "colour." When
in doubt, check what people are searching for and use exact matches in your content.
Incongruous location targeting: Targeting content in Polish when the majority of the
people who would visit your website are from Japan.
Mixed contextual signals: For example, the title of your blog post is "Mexico's Best Coffee"
but the post itself is about a vacation resort in Canada which happens to serve great coffee.
These mixed messages send confusing signals to search engines.

26. Process of SEO
Define
Effective
Strategy
Choose Right
Keywords
Optimize your
website
content
Submit your
website for
indexing
Add More
Quality Linksto
your website
Manage Paid
Search
Advertise
Measure
Success of
Advertise

27. Types of SEO
Organic SEO Inorganic SEO
Ittakes more timetocreate as more concentrated
towardscontent creation, building hyperlinks,
meta-tag optimization, keywordenhancement,
etc.
Itis speedy.
Ityields late effect. Itfocuses on long term results. Itbringsimmediate effect. Itfocuses on shortterm
results.
Itis inexpensive. Theycannot be affected
financially. Once the design of thewebsite and its
content isgood, itrequireslessmanagement.
Itisvery expensive. Theycan get affected
financially. Itrequired high degree of
management.
Organic SEOiscalled WhiteHatsearch tactic. Inorganic search isBlack Hatsearch tactic.

28. Types of Keywords
Keywords
Informational
Keywords
Basic Purpose isto
get information or
research
Navigational
Keywords
Direct search by
the name of
Brand
Transactional
Keywords

29. Google Platforms
Google Maps & Places
Google Voice
Google Photo
Google Plus
Google Drive & Spread Sheet
Google YouTube
Google News
Google My Business
Google Hangout
Google SearchEngine
Google Calendar
Google Blog
Google Books
Google play store

30. PPC Advertising
Introduction to PPC Advertising
Advantage of PPC
Costing ofPPC
PPC Terminology
Process of Creating PPCAdvertisement

31. PPC Advertising
PPC stands for Page Per Click.
It is an internet marketing model where the advertisers use the
publishers’ website to market their products or services through
ads.
The publisher gets paid by the particular advertisers when a user
clicks on theirads.
It is a pull-type internet marketing of buying user visits to a site.

32. Advantage of PPC Advertising
Quick Actions : PPC gives immense traffic, quick results,
and more hype branding in a short span of time.
Negligible Initial Investment : Search engines do not charge
fees to insert a PPC ad or to set up an account. The user
pays only when someone actually clicks on his ad.
Business Gets Noticed Globally : A business can get
global recognition, even if it has a small local setup.
Instant Results : As compared to SEO methods, PPC ads
can deliver faster response, if quality ads are posted.

33. Costing of PPC
Cost-per-click (CPC): If you want to focus on clicks on your ads
and drive traffic to your website, you'll want to use CPC bidding.
Cost-per-thousand impressions (CPM): Ifyou want to focus on
impressions — the number of times your ad shows — and
increase awareness of your brand, you'll want to use CPM
bidding. Note that CPM bidding is available for Display Network
campaigns only. (Like TV Commercial Advt)
Cost-per-acquisition (CPA): If you want to focus on conversions
— which is when people take a specific action on your website
after clicking one of your ads — you'll want to use CPA bidding.

34. Types of PPC Advertising
Search
Advertisement
Video
Advertisement
E Commerce
Display
Banner

35. Search Advertisement

36. Display Advertisement

37. Display Advertisement

38. Video Advertisement

39. E Commerce Advertisement

40. PPC Advertising
Ad Group Ad Network Ad Position Ad Rank
Campaign
Click
Through
Rate
Conversion
Rate
Geo
Targeting
Quality
Score
Split Testing
Keyword
Planner
Google
Analytics

41. Process of PPC Advertising

42. Social Media Marketing
What isSocialMedia
Importance of Social Media Marketing
Platform for Social Media Marketing
Planning of Social media platform

43. Social Media Marketing
Social media marketing is a sound way to gain the website
traffic via social channels such as Facebook, Twitter, Pinterest,
etc.
Content posted on these channels captivates people to go
through it, thus advertising yourbusiness.
Social media marketing helps you build quality links, thus
supporting your SEOefforts

44. Importance of Social Media Marketing
Content on
social media
reach to infinite
people.
Huge web
traffic.
Brings leads and
conversions
Builds business
branding
Customer-
vendor
relationship
Communicates
fast with large
audience.

45. Platforms for Social Media Marketing

46. Process for Social Media Marketing
Plan Content Blog Link
Quantify
Result
( Analytics)
Track your
Competitors
Keep
Patience

47. Content Marketing
Content marketing refers to the approach of creating and
sharing of informative, relevant, valuable, and consistent
Content marketing is non-interruptive way of marketing
Good content helps customers become more knowledgeable
about the product or service and make better buying judgment.
Goal of Content Marketing
- Brand Awareness
- Sale
- Customer Retention

48. Types of Content Marketing
News Letter E - Magazine Podcasts Webinars
Survey &
Opinion Polls
Videos Case Studies FAQ
Blogs Info graphics Photographs
Discussion
Forums

49. E Mail Marketing
What isE Mail Marketing
Challenges in email marketing
Increase E Mail Subscription
Best Practices of Emailmarketing
Process of EmailMarketing
Checking spam ratios
Do’s & Don’t of Email Marketing

50. E Mail Marketing
Email Marketing is a conversation between you and current or
prospective customers
Itis cost effective method to convey your message to highly targeted visitors.
Results of E-Mail marketing are quantifiable and measureable.
E mail marketing is most effective method to increase web traffic & conversion

51. Types of E Mail Marketing
Transaction
E-Mails
Newsletters
Promotion
E-Mails

52. Setting Up an E-Mail Marketing Campaign
Create
Database of
Customers
Create
Newsletter
Informative Eye Catchy
Prepare
Schedule for
shoot Emails
Consistent
interval
Mention call
to action in E
mail
Test your mail
before shoot
Analyze your
performance

53. Tracking an E-Mail Marketing Campaign
Click Through
Rate
Bounce Rate
E mail
Forwarding
Rate
Conversion
Rate
Subscribers
Growth Rate
Overall ROI
unsubscribed
rate

54. WEB ANALYTICS
Web analytics is used to determine the performance of investments
assigned in terms of online advertises, customers, and business
profitability
Web analytics plays an important role in calculating ROI of your
business.
Detailed comparison of visitor data, and Affiliate or referral data.
Website navigation patterns.
The amount of traffic your website received over a specified period
of time.
Search engine data.

55. Types of Web Analytics
On Site
measures the
users’ behavior
once it isonthe
website
measurement of
your website
performance.
Off Site
measurement and
analysis of search
Engine data
measurement of
visibility,comments,
potential
audience, etc.

56. Types of Web Analytics
Traffic
Source
Dashboards
Engagement
Rate
Bounce Rate Ratio
Count Conversions Content Visitor Flow
Event
Tracking
Consumer
Behavior
Page Load
Time
Annotations

57. Micro and Macro Level Data Insights
Micro Level Analysis
Itpertains to an individual or a small group of individuals. For
example, number of times job application submitted, number of
times print this page was clicked, etc.
Macro Level Analysis
Itisconcerned with the primary business objectives with huge
groups of people such as communities, nation, etc. For example,
number of conversions in a particular demographic.

58. Online Reputation Management
Reputation management helps you in building brand. You put a
lot of efforts in shaping our business
Online Reputation management ismonitoring the status of your
business on internet by managing the negative content that is
destroying the reputation and using customer feedback solutions
to give them satisfactoryresults
Unresolved customer issue > bad experience for
customer > loss of reputation > loss in business
revenue.

59. When You Should Worry About Reputation?
Negative Reviews: It may lead to loss in sale.
Hate Sites: These sites address businesses with insult
and false information.
Negative Media Coverage: Bad publicity adversely impacts
your brand name.

60. What Should You Aim for about Reputation?
Respect Transparency
Know what is
in air about
you
Quick
reaction
Understanding
your critic
Learning from
your mistakes

61. How to Manage Online Reputation
Improve
Tagging & SEO.
Press
Releases
Third party to
show your
credibility
Respond to
negative
reviews politely
Strong Link
Juice
Publish original
posts
Post vague
articles
(Copied )
Satisfy your
customers in
case oflow
reviews
Authentic
Customers’
Testimonials
No Invalid
Reviews
Transparency
Motivate
Customer for
better review

62. BLOG & AFFILATE SITES
Affiliate Site
Affiliates are the extended sales force of your business.
Affiliate marketing employs one or more third parties to drive sales to the business.
It is performance based marketing where an advertiser pays one or more affiliates when
they bring viewers or customers with their own efforts.
Pay for Sales Lead or Pay for
Product Sale BLOG
Blogs being interactive, the others can share their opinions on the blogs.
Do’s and Don’ts of Blogs
Use simple language. Write clearly.
Use relevant images.
If you use quotes or extracts written by someone, give them due credit.
Do not use bad language.
Do not write to hurt people belonging to any ethnicity, race, color, gender, etc.
Do not use copyrighted content