Digital Marketing Technology: Evolution, Scope & Verticals. Learn About Digital Marketing Basics, verticals involved & the scope of it & even how it was evolved.

1. Digital Marketing Technology:
Evolution, Scope & Verticals
March 5, 2018

2. What is Marketing?
Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.

3. The enigma of marketing is that it
is one of man’s oldest activities
and yet it is regarded as the most
recent of business disciplines.

4. What is Digital Marketing?
Digital marketing is an umbrella term for all of your online marketing efforts.
Businesses leverage digital channels such as Google search, social media, email,
and their websites to connect with their current and prospective customers.
Marketing has always been about connecting with your audience in the right place
and at the right time.

5. How Digital Marketing Gives an Edge
➢ Digital Marketing has always been about connecting with your audience in the
right place and at the right time.
➢ Reach Large Audience
➢ Target the Right Audience
➢ Cost Effective
➢ High Return on Investment
➢ Scale the Business Very Fast

6. EVOLUTION

7. Evolution
➢ 1971 - First email sent by Ray Tomlinson to himself (implemented ARPANET )
➢ 1973 - 1st Cell Phone invented
➢ 1989 - TimBL invented the World Wide Web

8. Infographic Approach
https://bloglach.files.wordpr
ess.com/2017/08/history_ev
olution_digital_marketing_6
4.png?w=640

9. SCOPE

11. Project objective:
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SCOPE

12. Job Comparison

13. Internet Growth Stats

14. As per the internet
usage stats, as of
July 2016, 40% of
the world
population is using
the internet.

16. M for Mobile,
M for Marketing

17. I for India, I for Information

18. P for People,
P for Platforms

19. VERTICALS

21. A Quick Rundown of Some of the Most Common
Assets & Tactics:
Assets
★ Your website
★ Blog posts
★ Ebooks and whitepapers
★ Infographics
★ Interactive tools
★ Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
★ Earned online coverage (PR, social media, and reviews)
★ Online brochures and lookbooks
★ Branding assets (logos, fonts, etc.)

22. Tactics
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of
organic (or free) traffic that your website receives.

23. E A T

26. Tactics
Content Marketing
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead
generation, or customers.

29. https://www.setster.com/blog/wp-
content/uploads/AnatomyofContent
MarketingInfographic.jpg

30. Tactics
Inbound Marketing
Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using
online content.

32. Tactics
Social Media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic,
and generate leads for your business.

35. Tactics
Pay-Per-Click (PPC)
A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common
types of PPC is Google AdWords.

41. Tactics
Affiliate Marketing
A type of performance-based advertising where you receive commission for promoting someone else’s products or services
on your website.

43. Tactics
Native Advertising
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-
paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be
‘native’ -- for example, Facebook advertising and Instagram advertising.

44. Types of FB Ads

45. Types of FB Ads

46. Tactics
Marketing Automation
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing
departments have to automate repetitive tasks such as emails, social media, and other website actions.

47. Tactics
Email Marketing
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content,
discounts and events, as well as to direct people towards the business’ website.

49. Tactics
Online PR
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based
websites. It’s much like traditional PR, but in the online space.

52. What is UX?
User Experience refers to a person's emotions and attitudes about using a particular
product, system or service.
In other words, UX design is the process of designing (digital or physical) products that are
useful, easy to use, and delightful to interact with. It's about enhancing the experience that
people have while interacting with your product, and making sure they find value in what
you're providing.

53. Mobile Sites & Apps
& AMP & PWA

55. Thanks
https://www.linkedin.com/in/shashanktiwari02/