APRIL 2019

DIGITAL MARKETING

A COMPLETE SUMMARY
TOPICS TO COVER:
Why Digital Marketing
Evolution of Digital Marketing
Scope of Industries
SEO & SMO
Organic & Inorganic Marketing
Brand SWOT
SOSTAC
Google Tools
Social Media Tools
Inbound Marketing Tools
TRADITIONAL MARKETING MEDIA
Radio Ads
Newspaper Ads
Television Ads
Sales Guy
Telephone Call
Hoardings
SMS & Mobile Messaging
Word of Mouth
Pamphlets etc.
 WHY DIGITAL MARKETING

HITS RIGHT AUDIENCE COST EFFECTIVE

Digital Marketing allows advertisers to Its more cost effective than running
accurate and exact audience expensive ads on Newspaper, Radio, TV

BETTER ANALYTICS INSTANT OUTREACH

Its the only marketing medium where It reaches out to people instantly once
one can get accurate & exact data its planned & well executed.
 EVOLUTION OF DIGITAL MARKETING

TEXTUAL CONTENT VISUAL CONTENT

For long time Digital Marketing was Which greatly evolved and moved from
concentrated on Search Engine Google to Facebook to Instagram

AUDIO VISUAL CONTENT EPHEMERAL CONTENT

As bandwidth consumption increased SNAPCHAT: A temporary content that

so moved to video i.e. Youtube etc. takes advantage of the FOMO
SCOPE OF DIGITAL MARKETING
Food & Beverages
FMCG Fast Moving Consumer Goods
Electronics & Gadgets
Entertainment
Politics
Real Estate
Hospitality
B2B
Automotive
Ecommerce
etc.
 WHAT IS SEO

SEARCH ENGINE OPTIMIZATION (SEO) IS

THE PROCESS OF AFFECTING THE ONLINE

VISIBILITY OF A WEBSITE OR A WEB PAGE

ON A SEARCH ENGINE (GOOGLE)

 SEARCH ENGINE OPTIMIZATION (SEO)

ON PAGE OFF PAGE INDEXING TRACKING

Meta Tagging, Meta Links or website One can monitor Google Analytics is
Description & Meta that back-link your and check whether the tool to track
Keyword should be website helps in their website is entry & exit point of
rightly placed on coming at the top rightly indexed traffic upto how
the website. of the search result using Google much time spent
Search Console per web page
GOOGLE ALGORITHM UPDATES
Panda 2011
Penguin 2012
Hummingbird 2013
Pigeon 2014
Mobile 2015
RankBrain 2015
Possum 2016
Fred 2017
 WHAT IS SMO

SOCIAL MEDIA OPTIMIZATION (SMO) IS THE

PROCESS OF INCREASING THE AWARENESS

OF A PRODUCT, BRAND OR EVENT BY USING

A NUMBER OF SOCIAL MEDIA OUTLETS AND

COMMUNITIES TO GENERATE VIRAL

PUBLICITY.
 HOW MOST BRANDS USE SMO (LIFT)

LINKEDIN INSTAGRAM

To maintain their corporate image To engage with custonmer on rich

while conduct hiring related activities visual content.

FACEBOOK TWITTER

To build a community around the To make general press statement & PR

Brand or Product related comments
SOME OF THE SOCIAL MEDIA SITES
Linkedin
Facebook
Instagram
Pinterest
Medium
Tumblr
Twitter
Snapchat
YouTube
Vimeo
Reddit
Quora
 SCHEDULING/AUTOMATION TOOLS

LATER BUFFER
Its one of the only app or site which
To engage with custonmer on rich
allows you to schedule post on
visual content.
Instagram

HOOTSUITE IFTTT
Enhances your social media
Connects all Social Media Platforms &
management with this social media
gives the power to post at one place
dashboard
ORGANIC MARKETING
Its time taxing process but its
an effective way used most
often by Influencers to engage
& maintain loyal followers.

INORGANIC
MARKETING
Mostly used by Brands to use
paid form of marketing using
PPC, PPM & PPA option available
on the desired platform
 CONTENT PLANNING & CREATION
Plan out a series of content to be created and
posted on the desired social media platform.

INFLUENCER:
CONTENT REMARKETING & PROMO
Promote the content on other social media
ORGANIC
platform and at other avenues.

MARKETING CONSTANT ENGAGEMENT

Continous and constant Engagement with
followers, subscribers etc.
 CONTENT PLANNING & CREATION
Plan out a series of content to be created to be
posted on the desired social media platform after
Keyword & Demographic Research.
BRAND:
BUDGET ALLOCATION
Allocate Budget to get the desired reach as per the
INORGANIC
estimate given by various inorganic tools - Google,
Facbook, Instagram, Twitter, Linkedin etc.

MARKETING RUN CAMPAIGN & MONITOR

Run the Campaign & Monitor on a continuous
basis.
THREE TYPES OF INORGANIC MARKETING

PPC PPM PPA

Pay Per Click available Pay Per Impression Pay Per Action available
on Google, Facebook, (1000 views) available mostly on Affiliate
Twitter, LinkedIn, on Google, Facebook, Marketing sites.
Instagram. Twitter, LinkedIn,
Instagram.
 BRAND SWOT ANALYSIS

STRENGTH WEAKNESS
Simultaneously one must also
Brand strength needs to be recognized
understand the weakness around
at the earliest to understand its USP
which brand is to be promoted.

OPPORTUNITIES THREATS
Correlating Strength against Market One of the biggest threats could be
one can decifer opportunites that one competitor with a better edge in their
can capitalize. USP and how to differentiate against it.
SOSTAC MARKETING MODEL
SITUATION ANALYSIS
OBJECTIVES
STRATEGY
TACTICS
ACTIONS
CONTROL
 GOOGLE MARKETING TOOLS

SEARCH CONSOLE KEYWORD PLANNER

This tool helps in Website Indexing & When planning to run a PPC campaign
Monitoring the Search Results on on Google, one can use this tool to get
Google as the way you wish to see. the bidding rate of specific keywords

ANALYTICS MY BUSINESS
It helps in keeping a track on the traffic Brands with physical address or to get
coming on website locating its entry & reviews against your brand, my busines
exit points. helps in keeping a track.
 SOCIAL MEDIA TOOLS

FB & INSTAGRAM LINKEDIN

FB & Instagram share the analytics and Off all the in social media for running
one can run paid campaign on both paid ads, Linkedin is by far one of the
the platforms simultaneously. most expensive platforms.

TWITTER YOUTUBE
For Video based Content Marketing
Twitter has recently jumped into
Youtube stands out of all its
inorganic marketing and analytics.
competitors.
 INBOUND CRM MARKETING TOOLS

HUBSPOT MARKETO
Its an excellent CRM tool used by most A powerful marketing automation
companies to manage and track client software of digital marketing to engage
interactions & lead management customers and prospects.

SALESFORCE OPTIMIZELY
Its the biggest king of all CRM tools as An excellent tool to experiment and
it comprises of multiple options to differentiate on a single website or
handle better lead management. point of contact.
FACULTY NAME
DEVANSH NEGI

PHONE NUMBER
+91 9762231570 THANK YOU

EMAIL ADDRESS
devansh.negi@gmail,com