INTRODUCTION TO

DIGITAL MARKETING
 Dr. Smita Ghoshal, Associate Professor, DBS

Points to Ponder
 Dr. Smita Ghoshal, Associate Professor, DBS

What is 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.
 Dr. Smita Ghoshal, Associate Professor, DBS

Difference b/w Traditional

Marketing & Digital Marketing
Traditional Digital

In-Bound Strategy Out-Bound Strategy

Expensive Cost Effective

Past data gives an idea about result Real time data to analyze result
in future
One way interaction Two way interaction

Less customer engagement Highly customer engaging method

 Dr. Smita Ghoshal, Associate Professor, DBS

Example
• Coca-Cola managed to successfully combine traditional
with digital marketing in its “Share a Coke” campaign.
Through traditional marketing it helped customers find
their names on the bottles of their favorite drinks. By
including hashtags it encouraged them to share their
pictures (with the targeted product) on social media. 998
million impressions on Twitter, 111,000 fans, 235,000
tweets, 150 million personalized bottles sold… the results
were truly amazing.
Dr. Smita Ghoshal, Associate Professor, DBS
 Dr. Smita Ghoshal, Associate Professor, DBS

Interesting Facts
• Google is not just a search engine; it’s also an advertising company.
• Growth in Digital marketing sector is much more than any other
sector!!
• Digital marketing has created billionaires at lightning speed. Ex: Mark
Zuckerberg(Facebook), Sachin Bansal(Flipkart), Team of Zomato,
Jack Dorsey (Twitter)
• Growth in job market is staggering in Digital marketing!!
• In last 5 years jobs in online marketing has increased to 17 Times.
 Dr. Smita Ghoshal, Associate Professor, DBS

Components of Digital
Marketing
• Search Engine Optimization
• Search Engine Marketing
• Email Marketing
• Content Marketing
• Social Media Marketing
• Affiliate Marketing
• Inbound marketing
• Mobile marketing
• Web Analytics
 Dr. Smita Ghoshal, Associate Professor, DBS

Concept of Digital Landscape

Paid

Digital
Social Unpaid
Landscape

Earned
 Dr. Smita Ghoshal, Associate Professor, DBS

How digital marketing

helps business?
• 77% of people interact with • 34% of digital marketers have
brands on Facebook by generated leads from Twitter
looking at posts and updates • 43% of all consumers who are
• 17% share news and internet-connected use social
experiences with others about
the brand
A business should always pay
• 13% post updates about attention to where its
brands they have connected
customers are, and those who
with
have customers on the net with
• 56% said they would
a strong online presence are
recommend a brand after
more likely to succeed
becoming a fan on Facebook
 Dr. Smita Ghoshal, Associate Professor, DBS

Search Engine Optimization

Search engine optimization (SEO) is the practice of increasing the
quantity and quality of traffic to your website through organic search
engine results.
SEO techniques are classified into two broad categories:
White Hat SEO - Techniques that search engines recommend as part
of a good design.
Black Hat SEO - Techniques that search engines do not approve and
attempt to minimize the effect of. These techniques are also known as
spamdexing
.
 Dr. Smita Ghoshal, Associate Professor, DBS

Search Engine Marketing

Search engine marketing (SEM) is a form of Internet
marketing that involves the promotion of websites by
increasing their visibility in search engine results
pages (SERPs) primarily through paid advertising.

Steps Involved in Search Engine Marketing:

• Step 1 − Define Effective Strategy
• Step 2 − Choose Right Keywords
• Step 3 − Optimize Your Website Content
• Step 4 − Submit Your Website for Indexing
• Step 5 − Add Quality Links to Your Website
• Step 6 − Manage Paid Search Advertise
• Step 7 − Measure Success of Advertise
 Dr. Smita Ghoshal, Associate Professor, DBS

Email Marketing
Email marketing is a form of direct marketing that uses
electronic mail as a means of communicating commercial
or fundraising messages to an audience. In its broadest
sense, every email sent to a potential or current customer
could be considered email marketing.
 Dr. Smita Ghoshal, Associate Professor, DBS

Social Media Marketing

• Social media marketing refers to the process of gaining
traffic or attention through social media sites.

• Top Social Media sites:

 Dr. Smita Ghoshal, Associate Professor, DBS

Social Media Marketing

Process
 Dr. Smita Ghoshal, Associate Professor, DBS

Concept of Search Marketing

The simple ability to type keywords in a search engine has
profoundly changed the ways that people work, play, and
run all aspects of their everyday lives.
When people realize they want or need something--a
product, a vacation, a family activity, a piece of information-
they instinctively turn to search.
People search during micro-
moments throughout their day,
in “want-to-know,” want-to-go,”
“want-to-do,” and “want-to-buy”
moments.
 Dr. Smita Ghoshal, Associate Professor, DBS

Local Search Marketing

Local search marketing is anything you do on the web to
promote a physical business that makes face-to-face contact
with its customers.
The graphic gives an overview of the core tasks that make up a
local SEO campaign, from bottom (fundamental) to top
(advanced).
 Dr. Smita Ghoshal, Associate Professor, DBS

The Core Components of

Local Listings
• Business name/title • Fax number
• Address • Certifications
• Phone number • Brands carried
• Website URL • Payment forms accepted
• Categories • Attributes
• Description
• Tagline
• Social profiles
• Images
• Additional media
• Alternate phone numbers
Dr. Smita Ghoshal, Associate Professor, DBS
 Dr. Smita Ghoshal, Associate Professor, DBS

Understanding Search Engine

• Search Engines basically use: Crawling, Indexing, and

Ranking to find a website.

“SEO PRIORITIZATION”

FCIR
Find, Crawl, Index & Rank
 Dr. Smita Ghoshal, Associate Professor, DBS

Search Content
 Dr. Smita Ghoshal, Associate Professor, DBS

SEO Ranking Parameters

There are 3 basic ways you can get a search engine fetch your website. They
are:

Relevance:
• More relevant your website is to the searched query; your website is
going to get searched.
Popularity:
• Popularity is also being a powerful factor for trending topics, such as
breaking news. This is a place where social media signals could be an
important factor, as lots of social shares of a particular news article is
something that the search engines might pick up on and use.
Importance:
• Search engines also try to determine how important each of the pages
relevant to a particular search query is. This is how they determine which
page should rank first, which one to rank second, and so forth.