2. Digital Marketing Overview
Agenda
Broadcast Marketing
Traditional Marketing
Digital Marketing Sectors
Why are people going online?
Digital Marketing Consist of
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6
5
4
3
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What is Digital Marketing?
Benefits of Digital Marketing
Job Profiles Offered
Course Highlights
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3. What is Marketing?
Marketing is process through which goods or services move from concept to the customer.
It includes the coordination of four elements called the 4 P's of Marketing:
(1) Identification, Selection and Development of a Product,
(2) Determination of its Price,
(3) selection of a Distribution channel to reach the customer's Place, and
(4) Development and implementation of a Promotional strategy.
4. What is Digital Marketing?
Now, what is Digital Marketing,
“Digital marketing” is the process of building
and maintaining customer relationships
through online activities to facilitate the
exchange of ideas, products, and services that
satisfy the goals of both parties.
Process or Tools could be:- SEO, SEM , Social
Media , Email Marketing, Mobile Marketing
5. • Billboards
• Radio
• Television
• Newsletters
• Direct mail
• Print Advertisements
• Newspaper print ads
• Tele marketing
Traditional Marketing
6. Traditional Marketing
V/s Digital Marketing
• Costly affair
• Needs huge marketing
budget
• Majorly focused on
broadcasting media
• Customer targeting is
difficult
• Mostly work on trail and
error basis.
• Measuring the impact
and activity success is
difficult.
• Reduction In Marketing
Costs
• Real Time Results
• Gives You A Level Playing
Field
• Develops A Brand Better
• Greater Exposure To New
Customers
• Greater Engagement
8. Over Traditional Marketing *
✓ Real Time Results
✓ Builds your brand
✓ Location targeting become very easy
✓ Provides targeted results
✓ Simple to measure
✓ Cost effective
✓ Provides Convenience
✓ It's easier to change or stop a digital
marketing campaign after it starts
✓ Digital marketing gives fans/viewers/readers a chance to share your content
Digital Marketing
Overview
• There are many Benefits of Digital Marketing
9. Key Components
• Search Engine Optimization
• Web Analytics
• Content Marketing
• Social Media Optimization
• Search Engine Marketing (Google PPC)
• Facebook, LinkedIn, YouTube Video
Advertisements
• Email Marketing & Mobile SEO
• Google Places
• Introduction to:
• Affiliate Marketing
• App Store Optimization
• Google AdSense
Digital Marketing Overview
• What does Digital Marketing Consist of?
10. • Real Estate
• Banking
• Insurance
• Ecommerce
• Hospitality
• Travel Agencies
• Advertising
• Education
• Information Technology
Digital Marketing Sectors
• Top Sectors Making Use of Digital Marketing
11. • Digital Marketing Executive
• Digital Marketing Manager
• Web Analytics
• SEO Executive
• Social Media Executive
• Social Media Manager
• Ad Accounts Manager
Job Profiles Offered
• Different Job profiles offered by companies
13. Search Engine & History
SEO - Algorithm / set of rules to increase visibility
➢ 1989 - Search engine started
➢ 1995 - Altavista ( Yahoo)
➢ 1995 - Yahoo
➢ 1996 - MSN
➢ 1998 June - Google
➢ 2002 - Google become powerful
➢ 2008 - Bing
14.
15. Why Google Become Powerful?
➢User friendly
➢Quick/Fast
results
➢Trusted
➢Relevant data
➢Secured
16. What is SEO
SEO stands for “Search Engine Optimization.” It
is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural”
search results on search engines.
18. Crawling :- the process in which the crawlers/bot
find the documents on www (world wide web)
Indexing :- process of recording, arranging
information for easy quick retrieval upon a search
query.
Snapshot:- took all snapshots and save into data
base
Cache date:- it’s the date and time left by spider
when it has crawled the particular page on
website.
19. Search engine process flow
➢Googlebot
➢MSN bot
➢Bingbot
➢Yahooslurp
➢Crawling, Indexing, Calculating Relevance and Ranking,
Serving results
➢ Crawling ➢ Indexing ➢ Snapshot ➢ Cache date
➢ Showing
in search
20.
21. What is sandbox effect
• Whenever the new website is registered in
search engine they wont immediately index
those website they take their time to analyze
the website on many factors viz. quality score,
website links, content. So the time period
taken from search engine to index the website
is called “sandbox effect”
22. Sites you should look out for
✓Moz.com
✓Search engineland.com
✓Ppc hero
✓Mattcutts
✓Social samosa
✓Seo pdf
✓Rand fishkin
23. Difference between a Website & a blog
What is a Website?
In simple words Website can be defined as a online
presence of your business
Technical Answer:
A Collection of WebPages carefully organized in the
form of files, which, when grouped together to
form a single entity, becomes a website. Each site
is owned and managed by an individual, company
or organization.
24. BLOG
What is a Blog?
A blog is a frequently updated online personal journal or diary. It is
a place to express yourself to the world. A place to share your
thoughts and your passions.
• Blog – info sharing ? personal interest/ not with the intention
of making any profit
• Cookies – if we go to jungle – mark on trees
25. Types of blogs –
● Personal – life of blogger or creativity. Micro blogging- share
thoughts, ideas, feelings
● Corporate – internally for communication. Externally for advt,
PR, branding, Marketing
● Subject based – art , education, fashion, legal
● Media based- Photo blog, sketch blog, vlog, tumblelogs- mixed
media and short post, typecast blogs
● Device based – PDA , cellphone
26. Domain Hosting
✓What is a Domain, Hosting & Extensions –
Godaddy with Example
✓Domain Registration and Hosting Setup –
✓Wordpress Installation
✓HTML Basics
27. Domain, Hosting & Extensions
• www.abcd.com = Is a Domain
• To run www.abcd.com we will need space –
Hosting
• .com, .edu, .gov, .org, .tv, .info - Extensions
1/17/2017 www.schoolofdigitalmarketing.co.in
28. Domain & hosting
● Domain / hosting
● IP – 192.168.1.1
● .com, org, edu, net, gov, int, mobi, info
● Co.uk, Co.in, Co.au,Co.pk, Co.uk
● Go daddy
● Who is .com
● Google sandbox effect
● Alexa
● Page views , Content updation
● Avge time on site , Bounce rate
29. DMI Methods
What is page rank
Which are page ranking factors
PageRank Tools
✓Pagerank - Discover a website's Google
Pagerank per issue/query.
✓Issue Dramaturg - Scheduled list of websites'
Pagerank per issue.
30. Meta Tags
▪ Meta Tags
▪ Meta Title = 60 characters 55 on mobile /or 512 pixels
▪ Meta Description : 160 characters/115 for mobile
▪ URL : 110 and keywords should be stuffed in the URL
▪ Heading 1: 70 -Keyword Stuffing
▪ Images: Titles & Alt Tags 70 characters.
▪ Heading: 70 character and should not repeat
▪ Content: 2-3 % Keyword Density
▪ Create a Blog: Weekly 2 - 3 Articles posting.
31. Keywords
Keywords what ever we put in “serp” as search
query are nothing but keywords
Keyword types
• Generic :- Flat
• Short tail:- 2 bhk flat
• Long tail:- 2bhk flat in
Pune
• Seasonal :-
32. Keyword competition:
low
Keywords Medium
High
0.0 -0.35
0.35 -0.70
0.71 - 1.0
Limit of keyword density is 1.5 to 2% of total content.
Keyword proximity :- keyword are stuffing with same series as major search is happening in
search query.
Tips :-
Readability try to write content is easy to understand lucid language avoid jargons or heavy
symptoms
Keyword Density
33. Keyword Planner Tool
● Detailed Keyword – Country city most searched
● Pune to Mumbai cab services
● We need to analyze Keyword for SEO
● Everybody will search keywords differently
● Think like common man/ customer “lay man’s point of view”
● Synonyms – car- cab
CV – bio data- Resume
Mobiles – Cell Phones
● Algorithms
● Relevant keywords – Pune Mumbai cab/ car/ Hire taxi
● Keyword ideas
● India country
● Pune Mumbai
● There is no pt coming 1st for irrelevant City
34. ● Competition .7 above – high .4 - .7 medium 0 - .4 low
● More search low competition
● Shop 10 & customer 10 high
● Shop 5 & customer 20 Med
● Shop 2 & customer 50 Low
● Which keyword will you select
● Conversion rate is 5- 10 %
● In some cases client gives keyword – Some agency sends for
approval
● Also search top 3 competitors
● SWOT
● OLA cabs – OLX
● If you have dance class
● What will be the keywords
36. What We generally post on online
➢Quality / Relevant Information
➢Font Color
➢Fresh Content related Trending
Keywords
➢Clients Testimonials
➢Contact Details / Phone/ Address/ Email
➢F.A.Q
➢Certifications
➢Rewards
➢Call to Action : Enquiry Form / Thank u
page
➢Blog
➢Live Chat
➢ Info graphics / Demographics
➢ Specification / Features
➢ Accessories
➢ Cost
➢ Images
➢ Offers
➢ Color
➢ Comparison
➢ Delivery
➢ Warranty
➢ T & C
➢ How u can pay COD/ Cash/ CC
➢ Reviews
➢ Availability
➢ About Us / Experience/ Industry/ Expert
Staff Profile Terms
➢ Conditions / Privacy Policy
37. Content Guidelines
➢No Copied Content
➢No Grammar Mistakes
➢No Spelling Mistakes
➢No Incomplete Content
➢Use Synonyms
➢Font Type
➢Font Size
➢Make sure you have social Share
Buttons on each page
➢Page Speed Try to avoid Java Script
heavy images, video & Flash Content
41. Google Panda
Google Panda is a change to Google's search results ranking algorithm that
was first released in February 2011.
• It lower the rank of "low-quality sites" or "thin sites" in particular:
Contains too many advertising, too many pop ups, if images do not load,
many links on your web pages are broken
• If content has been created by copying or scraping other sites, chances
are that Google will flag your site as a low quality website
• Website content is not updated regularly
• "content farms" : Copied Content
• The name "Panda" comes from Google engineer Navneet Panda(an
Indian), who developed the technology that made it possible for Google
to create and implement the algorithm.
42. Google Penguin
• Google Penguin is a codename for a Google algorithm update that was
first announced on April 24, 2012
black-hat SEO:
• Link farming: A link farm is a website (or a group of websites) created only
for the purpose of increasing the link popularity of another site by
increasing the number of incoming links. A link farm usually looks like a
regular web page, but the majority of the content is hyperlinks -- often
random and unrelated -- to other websites.
• Cloaking: Cloaking is a SEO technique in which the content presented to
the search engine spider is different from that presented to the
user's browser.
• Content Farming: In this writers generate large amounts of
textual content which is specifically designed to satisfy algorithms.
• E.g. Taxigiude
43. Latent Symantec Indexing:
• LSI looks for synonyms related to the title of your page. For example, if the
title of your page was “Digital Marketing Courses”, the search engine
would expect to find words relating to that subject in the content of the
page as well, i.e. “Training”, “Institute”, “Fees”, “classes” and “Course
Content”.
• But if your page contains synonyms, the search engine recognizes that
your page is actually about the subject title and will place greater
importance on the page. You may well already use good keyword
techniques and add a few secondary keywords into your content, but the
rest of the content should also be littered with synonyms to convince
search engine spiders.
44. Exact Match Domain (EMD):
• An EMD is a domain name that precisely matches a search query that will
likely drive traffic to your website.
• The EMD Update — for “Exact Match Domain” — is a filter
Google launched in September 2012 to prevent poor quality sites from
ranking well simply because they had words that match search terms in
their domain names.
45. Mobilegeddon
• Launched in April 2015
• If your website is not mobile responsive then your ranking will be lowered
in Mobile searches only. It does not affect on desktop searches.
46. Alexa Ranking
• Global Rank Or Country wise ranking
• Ranking Factors
• E. g. Google, Facebook, Flipkart etc.
47. Google Algorithms/Updates
● Google panda –(Navneet panda) Feb 2011 – low quality – Grammatical
mistakes/ Copied content/Too much advertising.
● Google Exact Domain Match(EDM) Sept2012:- e.g:- seo training
institute.
● Google Penguin – Apr 2012 Black hat techniques – keyword spamming,
back linking-black hat techniques e.g Taxiguide website
● Mobilegedon – April 2015 – Mobile responsive sites & mobile friendly.
● Latent Symantec Indexing (LSI)– Relative searches (for keyword
relevancy, word within content ) e.g www.nikon.com
● Query Deserve freshness (Real Time Indexing) – ESPN , breaking news.
48. Redirections
✓ Redirections 301/302 -
✓ Permanent Redirections (301)
✓ Temporary Redirections (302)
✓ Either (from page to page
within site)
OR
(from one domain to anther
domain )
✓ Eg - ABP star maza , Facebook
to fb
49. ✓Robots.txt:- “No Admission inside
without permission” e.g banks
✓“User-agent :
✓disallow:/wp-admin
✓Disallow:/wp-content”
✓ Confidential , Content should be crawled and
should not be crawled
www.abc.com/ROBOTS.TXT
✓ Upload on website – FTP
✓ Wordpress – CMS – content management
system
✓ Canonical links
✓ www. Abc , http://abc.com
,www.abc.com/index.php
50. Alexa.com
Ranking methodology
e.g.:- Forbes magazine to show who is richest
person, and who is popular.
factors of Alexa Ranking
1) Traffic – web traffic on site
2) Page views- how many pages are browsed after
coming to site (site engagement)
3) Avg time spend on website
4) Content updation
51. Google Analytics
✓ Login to your Gmail a/c
✓ Google analytics- sign up add website
(property) then get id
✓ Java script / tracking code / Generating
analytics code
✓ Putting up code @ End of head tag
✓ (wp- all in one seo plug-in- web analytics code
- update)
✓ Overview (Why? /Kpi’s/Reporting/Building
MIS - Decision Making Tool)
53. Google Webmasters
✓ Java script / tracking code /
Generating webmaster code
✓ Putting up code on website
✓ Custom reporting to developers
team
✓ Site health check up
✓ Key Performance indicators
54. Google Webmasters / Search console
● Html file upload
● Search appearances
● Html improvements
● Technical errors
● Site links – Auto
generated in Google
● Penalty – reconsideration
● Search traffic
● Incoming links
● Index status
● Remove URL
● Crawl errors
● Forbidden – 503
● 400 all ok
● Crawl statistics
● Fetch as Google
● Under maintenance
● Robots.txt tester
● Site map
● Security issue virus attack
● Make a document – site id
password
● Word press
● Blogger.com
● Canonical links- same url diff
content
● Anchor text
● Primary keywords
● Author bio
● Article body
● Page rank- out of 10
● Domain authority – out of 10
● Imp for back links
55. ● File zila FTp
● Tweepi –klout
● Tweetaerati
● Webinars
● All in title seo forum
● Keyword rank week 1
week 2 week3 week 4
● SEO quake
● UX UI
•Rich Cards
•AMP
•(accelerated mobile pages )
•Schema.org
•Data Highlighter
56. Search Engine Optimization(SEO)
• On-page optimization
• Off-page optimization,
• Customer insights,
• keyword research,
• Meta Tags,
• SEO Webmaster tools,
• Ranking,
• Inbound links
• link building
57. On page
• Directory submission
• Social media bookmarking
• Blog posting
• Blog hosting
• Blog commenting
• Review posting
• Article submission
• Press release submission
• PPT submission
• Video submission
• Profile creation
• Link wheel
Off page
• Content ( Page copy)
• Keyword mapping
• Keyword proximity
• Keyword density
• Keyword relevancy
• Title Tags
• HTML Tags
• Meta Data
• Image Optimization
• Heading Tags
• Interlinking
58. Important Keys for SEO
✓ No black hat techniques
✓ No Keyword Stuffing
✓ Back links
✓ Mobile friendly
✓ Landing page
✓ Page errors & redirections
✓ Keyword density – 2-3 % per page
✓ 300 word article – 6- 9 words
59. Best SEO practices
• Landing page optimization
• Housing.com
• Ecommerce seo
• International seo
• <20 % content for fb
60. On page seo
▪ Title 60
▪ URL 110
▪ Description 120
▪ Alt tag
▪ Heading h1 h2 h3 h4 ..6 should not repeat
▪ Landing page optimization – imp for paid campaigns
▪ Fix broken links
▪ Java/ flash/HD content
▪ Languages- php .net jsp
▪ Dynamic- abc.com/?page _id-2
▪ For spiders xml
▪ For users html
▪ Hypertext markup language
▪ Tell spiders – weekly / daily
61. Site Map
• SITE MAP
• Xml – Extensible markup language
• Xml sitemap – easy for data transfer
• ftp :- file transfer protocols
• Client server database model
• Static & Dynamic URL –
• Static – not in run time
• Dynamic – Header / Footer/ Template - 50,000 URLs
• Site map generator
62. Website Analysis
● Products / Services
● Pages Indexed
● Page Rank
● Alexa Ranking
● Domain Name
● Domain Age
● Domain Authority
● Backlinks
● Website Loading Time
● Title , Desc, URL, Heading &
Content (Keyword Density)
● Blog - Yes or No
● Google Analytics Code Yes /
No
● Google Webmasters Yes /
No
● Errors For Ex: 404
● Navigation
● HTML/XML Sitemap Yes/ No
● Font Type / Size / Color
● Images Titles & Alt Tags
63. • Loading Page optimization
Bounce rate – 20-30 %
• Grammatical mistakes/ Copied content/Too much advertising.
• Back links – High quality / Low quality - IRCTC. .gov
Chola batura
• SEO techniques – Black hat / White hat /Grey hat
• Keyword spamming, Stuffing, unrelated content
( Used 2 wheeler car) , Clocking ( Diff content)
64. Social Presence
● Facebook Fan Page Likes
● Twitter Followers
● LinkedIn Company Followers
● Google +
● How much active these accounts are?
● YouTube Channel Subscribers
● Social Signals
● Engagement
● Posting Frequency
● Engagement / Informational / Promotional
65. For Human Beings/ User Experience
✓ Website Look & Feel- UI (User Interface)
✓ Designing / Development
✓ Navigation
✓ Landing Page Optimization
✓ Font Color
✓ Image Quality
✓ Website Loading Time
✓ Quality / Relevant Information
✓ Fresh Content related Trending Keywords
✓ Clients Testimonials
✓ Contact Details / Phone/ Address/ Email
66. For Human Beings/ User Experience
● Google Map
● HTML Sitemap
● Try to avoid Pop up on the page
● About Us / Experience/ Industry/ Expert Staff Profile
● Call to Action : Enquiry Form / thank u page
● F.A.Q
● Certifications
● Rewards
● Blog
● Terms * Conditions / Privacy Policy
● Live Chat
67. ● Info graphics / Demographics
● Specification / Features
● Accessories
● Cost
● Images
● Offers
● Color
● Comparison
● Delivery
● Warranty
● T & C
● How u can pay COD/ Cash/ CC
● Reviews
● Availability
68. Off page Optimization
• Search engine submission
• Directory submission
• Social bookmarking
• Article submission
• Document sharing
• Forum submission & posting
• Blog creation & posting
• Business listing
• Free classifieds
● Do follow no follow
● Paid free reciprocal
● 15- 20 approve
● Submit manually
● Search engine
● Social bookmarking
● Excel sheet data
● Stumble upon
● Delicious
● Folkd
● Reddit
69. Social Media
• What is Social media
• Why Social Media?
• Major Platforms
• Types of Posting
• Insights
• Tools
70. Social Media
Social media is platform where people connect with each
other share ideas ,photos, videos & many more
Why :
Reach, Connectivity, Branding, Trends, Awareness,
Updates, Share, Lead Generation, User friendly , Free
of cost, Viral Promotion
Major Platforms: FB, Linkedin, Youtube, Twitter,
instagram, G +, Pinterest ( Major traffic)
71. Social Media
• Types of posting
• Promotional/Informational/Engagement
• Amul / vodaphone
• Discovery you tube channel
• Communication skills
• creativity
72. Social Media
● Types of posting – Example
● Experience south Asian flavor in your very own Pune city @
barbiqunation
● Do you want to have free dinner on Saturday?? If yes, then share
your secrete recipe
● A family that eats together stays together. Have a wonderful
family time .
73. Google Adwords
• Search network
• Display Network
• Display & search Network
• Search & display – Swarmantra
• Display- ways 2 sms
• CTR :- Click through Rate Click / Impression
• My business
• Google.com/places
74. ● Image ad – Partner sites only
● Shopping ads
● Product listing ads
● Image – max 150 kb
● Automatic placements
● Management placements
● Contextual targeting
● Negative keywords
● History CPC performance
● Bounce rate page views
● Quality score
● Click for an ad
● Impressions
● Imp things – CTR, avg timespend , Page views , Bounce rate
75. ● Ad rank – Max CPC x Quality score
● Remarketing – Not applicable when java script , cokkie disable , days limit, cookie
delete
● My client centre
● Admob.com
● Automate
● Bid strategy ppc impressions CPM cost per acquisition (CPC)
● Settings – choose campaign- bid strategy edit- focus on conversions
● Freq capping – How many times to show ad - 5 times a aday freq for ad/ campaign
● Device targeting
● Adword API
● MCC --- setting--- API
● Adwords editor --- bulk upload
● Campaign---- bulk operations---- script ( eg –Nike t shit stock 5)
● Display campaign optimizer
● Ad gallery mousover rate you tube homepage masthead ad
● On schedule indicator
● Product listing ads
76. ●Definitions
Click through –the actual moment when link leads user to another page or site.
Click through rate – no of clicks received by page or page being viewed.
Conversion- any task that helps in completing goal of website.
Conversion rate- percentage of visitors able to accomplish the goal of website.
Cookie – data saved on users comp by the sites they have recently visited
Entry and exit page- lands / and last page before leaving
Filters- specific set of rules by analytical tool to get required info
Hits- downloaded files
Impressions- No of times your online ad displayed on website
Key performance indicators - imp factors that point towards overall wellbeing of
website
Log files- automatically created files by web server all activities that takes place
on website
Page tag – Java script associated with page for tracking it
Visit – two consecutive activities by a visitor that take place one after the other
within 30 min
77. ● Email Marketing – Mail chimp
● Domain- blacklisted
● Don’t use only images
● Unsubscribe
● Reason for receiving mails
● Spamming keywords – opportunity, congratulations, winner,
drugs, bomb
● Caps on
● Colorful ad & text
● Repeated keywords
● Remove bounce email
● No mails on Monday
● AB testing
78.
79. Ad formats – Pop up , interstitial/ Transitional ,
floating, takeover, push down, data capture,
peel down , interactive banner,
