This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.

2. MARKETING
Marketing is the process of communicating the value of a
product or service to customers, for the purpose of selling that
product or service. Another simple definition of "Marketing" is
"managing profitable customer relationships".
According to William J. Stanton, - “Marketing is a total system
of business activities designed to plan, price, promote and
distribute want satisfying goods and services to customers”.
According to Philip Kotlar, - “The marketing concept is a
customer orientation backed by integrated marketing aimed at
generating customer’s satisfaction as the key to satisfying
organisational goals”.
Thus, Marketing is that function of a business, which is related to
the creation of customers. The aim of marketing is to provide
maximum satisfaction to consumers.

3. TRADITIONAL MARKETING
Traditional Marketing has always been defined by the 4P’s –
Product, Promotion, Price and Place. Traditional marketing
techniques typically focus on identifying the right audience segment,
understanding their behaviour, and providing the proper incentive to
get them to buy a product or service.
Traditional
Marketing
Newspaper
Magazine
Flyers &
Brochures
Billboards Radio
Television
Advertisements

4. DIGITAL MARKETING
Digital Marketing is marketing that makes use of electronic devices
(computers) such as personal computers, smartphones ,cellphones,
tablets to engage with stakeholders. Digital marketing applies
technologies or platforms such as websites, e-mail, apps (classic and
mobile) and social networks. Social Media Marketing is a component
of digital marketing.

5. DIGITAL EVOLUTION
 1989: Where it all began, Tim-Berners-Lee invents the www (World
Wide Web).
 1990: The internet really takes off! It took only 4 years for the
internet to reach 50 million users.
 1995: Microsoft Internet Explorer is launched and SEO (Search
Engine Optimization) comes into use.
 1996: Nokia produce the 1st phone with internet connectivity, the
Nokia 9000
 1998: Sergey M. Brin and Lawrence E. Page suspended their Ph.D
studies to start up Google in a rented garage.
 2005: Three PayPal employees create YouTube – now the 2nd largest
search engine . Facebook and Google Analytics are launched.
 2006: The number of internet user in the world surpasses 1 Billion!
Google buys YouTube & Twitter is launched
 2013: Two third of the world’s Internet population now visit a social
network site of blog weekly.

6. DIGITAL MARKETING VS. TRADITIONAL
MARKETING
 Level playing field: Any business can compete with any competitor
regardless of size with a solid digital marketing strategy. Traditionally a
smaller retailer would struggle to match the finesse of the fixtures and
fittings of its larger competitors. Online, a crisp well thought out site with a
smooth customer journey and fantastic service is king – not size.
 Reduced cost: Your business can develop its online marketing strategy for
very little cost and can potentially replace costly advertising channels such
as Yellow Pages, television, radio and magazine.
 Simple to measure: Unlike traditional methods you can see in real time
what is or is not working for your business online and you can adapt very
quickly to improve your results. For measuring traffic to your site you can
use Google Analytics.
 Real time results: You don’t have to wait weeks for a boost to your
business like you would have to waiting for a fax or form to be
returned. You can see the numbers of visitors to your site and its
subscribers increase, peak trading times, conversion rates and much more at
the touch of a button.

7.  Brand Development: A well maintained website with quality content
targeting the needs and adding value to your target audience can provide
significant value and lead generation opportunities. The same can be said
for utilising social media channels and personalised email marketing.
 Far greater exposure: your business can be seen anywhere in the world
from one marketing campaign, the cost to do this using traditional methods
would be considerable. Plus once you have optimised the key word search
content in your website you should see a long-term return on your
investment and will be fairly low cost to maintain your ranking.
 Viral: Online, using social media share buttons on your website, email and
social media channels enables your message to be shared incredibly quickly,
just look how effective it is for sharing breaking news. If you consider the
average facebook user has 190 friends of which an average of 12% see their
liked posts – your one message has actually been seen by 15 new prospects,
now imagine a number of them also like and share your message and their
friends do the same!
 Not Intrusive: I know most people hate receiving sales mailshots or phone
calls at inconvenient times on stuff that they have little interest in. Online
people get the choice to opt in or out of communications and often it is
relevant because they were the ones searching for it in the first place. Also,
you never get frustrated receiving a regular email on a topic that interests
and adds value to you.

8. ADVANTAGES OF DIGITAL MARKETING
 Advertisement on the internet is cheaper than (Low cost) the print
advertisement. It is a two way communication between sales person and the
potential customer which takes people to the company website. It has a much
wider reach.
 It helps in spreading the business worldwide, with no geographical barriers,
making it accessible from one country to another via Internet.
 It is a 24X7 (365 days) open store where people are welcome to shop anytime
from anywhere. This further directs the potential customer towards the
company website.
 Internet makes the product reach much more easy; while researching or
getting accurate information on a product. It also adds value by adding a
point of reference and a touch of individualized customer service.
 It also helps in creating credibility and gain trust and confidence of the
customers. Many people use internet for the pre-purchase research so that
they can find themselves a particular product which meets up to their
requirements.
 It also helps in updating the subscribers through a fast mode of e-mails.
Visitors get up-to-date information on each visit.

9. DISADVANTAGES OF DIGITAL MARKETING
 Easier to have outdated information on internet, update timing is a
critical issue here.
 Many web visitors expect something for free. Do you have
something to offer free?
 There is a lot of competition in the market and by the time visitor
reaches the product they have already gone through many links and
got the required product. Unless they find what they are looking for
quickly.
 There are many pros and cons of internet marketing. Its important to
consider each when creating internet marketing strategy.

10. SEARCH ENGINE OPTIMIZATION
Search engine optimization (SEO) is the process of affecting the visibility of
a website or a web page in a search engine's "natural" or un-paid ("organic") search
results. In general, the earlier and more frequently a site appears in the search results
list, the more visitors it will receive from the search engine's users. SEO may target
different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines. The advantages of
SEO are:
 Increased Traffic - Top positions on the search engine result pages receive a majority
of the impressions and clicks, so ranking in these top positions can result in significant
traffic increases for your website.
 ROI - SEO provides trackable and quantifiable results, regardless of whether you are
an ecommerce or non-ecommerce site so there are no qualms when it comes to ROI.
 Cost effectiveness - SEO is one of the most cost-effective marketing strategies
because it targets users who are actively looking for your products and services
online.
 Increased site usability – In an effort to make your website easier to navigate for the
search engines, SEO simultaneously helps to make your website more navigable for
users as well.
 Brand Awareness - Since top position rankings result in significant impressions,
having your website in these top positions on the result pages translates to more
exposure for your website.

11. PAY PER CLICK / COST PER CLICK
Pay per click (PPC) (also called cost per click) is an internet
advertising model used to direct traffic to websites, in which
advertisers pay the publisher when the ad is clicked. It is defined
simply as “the amount spent to get an advertisement clicked.
GOOGLE ANALYTICS
Google Analytics is a service offered by Google that generates
detailed statistics about a website's traffic and traffic sources and
measures conversions and sales. It's the most widely used website
statistics service. Google Analytics can track visitors from all referrers,
including search engines and social networks, direct visits and referring
sites. It also tracks display advertising, pay-per-click networks, email
marketing and digital collateral such as links within PDF documents .

12. SOCIAL MEDIA MARKETING
Social media marketing is the process of gaining website
traffic or attention through social media sites. Social media
marketing programs usually centre on efforts to create content
that attracts attention and encourages readers to share it across
their social networks. The resulting electronic word of mouth
(eWoM) refers to any statement consumers share via the
Internet (e.g., web sites, social networks, instant messages,
news feeds) about an event, product, service, brand or
company. When the underlying message spreads from user to
user and presumably resonates because it appears to come
from a trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in earned
media rather than paid media.

13. FACEBOOK
 Creating profile & Creating page
 Content development, Buzz creation
 Integration page with other social media channels
 Post updates with links to the desired landing page
 Joining groups and pages
 Adding members, Starting discussions
 Sharing links
 Creating facebook “like” button and badge, to place it in the website
and blogs
 Run contests, promotional campaigns, polls…
 Video sharing via YouTube tabs ( for viral campaigns)
 Photo sharing via page flicker apps/ similar apps
 Document sharing ( pdf, ppt, whitepapers, brochures, notes..)

14. TWITTER
 Creating twitter handle
 Post tweets with site link (content from the site)
 Following key influencers
 Use hash tags for keywords
 Retweet influential tweets
 Tweeting based on trends
 Post natural updates frequently
 Influence mentions
 Create a twitter badge and place it on the site and blogs
 Increase followers base constantly
 Network and engage the followers

15. LINKED-IN
 Creating profile
 Creating company page
 Integrating profile with other media channels
 Add connections
 Join Groups
 Targeting and networking with the influencers
 Starting Discussions in groups
 Active participations in relevant Q&A’s
 Publish Press release
 Create polls
 Launch and promote events
 Share presentation

16. GOOGLE +
 Create profile
 Create page
 Content Development
 Buzz Creation
 Integrating page with other social media channels
 Post updates with links to the desired landing page
 Joining pages
 Adding influencers to our circles
 Starting discussion
 Sharing links
 Video sharing
 Photo sharing
 Document sharing ( pdf, ppt, whitepaper, brochures, notes…)
 Tagging

17. PREPARED BY:
DEEP BANIK