Digital

Marketing
Internship
6th SEMESTER

K. DURGA PRASAD
 Index
• 1. Digital marketing  • 11. Chain store 

• 2. What does SEO stand for? • 12. Retailing operation 

•  3. What is SEO?  • 13. Marketing actors 

• 4. Benefits of SEO • 14. Factors influencing consumers 
•  5. Types of SEO  • 15. Consumer buying tasks 
• 6. How does SEO work?  • 16. Brand differences 
• 7. SEO ranking factors
• 17. Marketing intermediaries: the distribution channel 
•  8. Technical SEO 
• 18. Corporate chains 
• 9. Further learning 
• 19. Consumer-goods marketing 
• 10. Social networking 
• 20. Marketing and individual welfare 
• 21. Meme Marketing 
Introduction to Digital
marketing
• Digital marketing is the practice of promoting
products or services using digital technologies and
channels.
•  It encompasses various strategies such as search
engine optimization (SEO), content marketing,
social media marketing, email marketing, and
more.
• Digital marketing allows businesses to reach their
target audience effectively and measure the
success of their campaigns.
Understanding SEO

SEO stands for Search Engine

Optimization. It is the process of
optimizing a website to improve its
visibility and ranking in search engine
results pages (SERPs).
SEO involves various techniques and
strategies aimed at increasing organic
(non-paid) traffic to a website by making
it more relevant and authoritative in the
eyes of search engines.
  The Concept of SEO
 SEO is the practice of optimizing a website to
enhance its visibility and organic traffic from
search engines. 
 It involves both on-page and off-page
optimization techniques. On-page SEO focuses
on optimizing individual web pages through
content optimization, keyword research, meta
tags, and other factors. 
Key Benefits of SEO
 SEO offers several benefits for
businesses, including
• Increased visibility
• Organic traffic
• Brand credibility
Types of SEO

SEO can be categorized into several

 

types, including
• On-Page SEO
• Off-Page SEO
• Technical SEO
 Understanding How
SEO Works
SEO works by optimizing various
elements of a website and aligning
them with search engine algorithms
• Keyword research
• Content creation
• Link building
Key SEO Ranking Factors
Search engines use several factors to determine the
rankings of web pages

Content relevance

Backlinks

User experience

On-page optimization
Understanding Technical
SEO
Technical SEO focuses on optimizing the
technical aspects of a website to improve its
visibility and performance in search engines.
Key areas of technical SEO include:  
Site speed optimization
Mobile Friendliness
URL structure
Schema markup
Resources for Further
Learning in
SEO
To deepen your understanding of SEO,
consider exploring these resources
• Online courses
• Industry blogs
• Forums and communities
Leveraging Social
Networking for
 Social networking platforms provide opportunities for
Marketing businesses to connect and engage with their target
audience

Building brand presence

Content strategy

Engaging with the audience

Influencer marketing

Social media advertising

Understanding Chain Stores

A chain store is a retail business that operates in multiple

locations under a single brand
• Chain stores are characterized by their multiple
branches, uniform branding, and centralized
management
• Benefits: Chain stores benefit from economies of scale,
centralized buying power, and consistent customer
experience across locations
• Examples: Well-known chain stores include Walmart,
McDonald's, Starbucks, and Target.

This Photo by Unknown author is licensed under CC BY-SA.

Overview of Retailing
Operations

 Retailing operations refer to the activities involved in running a

retail business
• Inventory management

• Merchandising

• Customer service

• Point of sale

This Photo by Unknown author is licensed under CC BY-SA.

 Roles of Marketing
Actors
Marketing actors are the key players
involved in the marketing process
• Consumers
• Businesses
• Marketers
• Intermediaries
• Influencers

This Photo by Unknown author is licensed under CC BY-NC-ND.

Factors Influencing Consumer
Behavior
Several factors influence consumer behavior and
purchasing decisions
• Personal factors
• Psychological factors
• Social factors
• Economic factors
• Marketing factors
 Consumer Buying
Tasks
Consumers go through different buying tasks when
making purchasing decisions
• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post-purchase evaluation
 Understanding Brand
Differences
Brands differentiate themselves from competitors through
several factors
• Brand identity
• Brand positioning
• Brand image
• Brand loyalty
• Brand equity
 Marketing Intermediaries
and Distribution Channels
 Marketing intermediaries play a crucial role in the distribution
of products or services
• Wholesalers
• Retailers
• Distributors
• Agents
Importance: Intermediaries ensure efficient distribution,
wider market reach, and provide value-added services
 Understanding
Corporate Chains
 Corporatechains are businesses with multiple locations
under the ownership and control of a central company
• Centralized management
• Standardization
• Economies of scale
Examples: McDonald's, Starbucks, Subway, and Hilton
are examples of corporate chains
 Overview of
Consumer-Goods
Marketing
Consumer-goods marketing focuses on promoting and
selling products directly to consumers
• Product categories
• Target audience
• Marketing strategies
• Retail partnerships

This Photo by Unknown author is licensed under CC BY-SA-NC.

  Impact of Marketing
on Individual Welfare
 Marketing plays a significant role in enhancing individual welfare
• Choice and variety
• Information and education
• Innovation and improvement
• Competitive pricing

This Photo by Unknown author is licensed under CC BY-SA.

  Exploring Meme
Marketing
Meme marketing is a creative approach that utilizes internet
memes to promote brands or products
Definition: Meme marketing involves incorporating popular or
viral memes into marketing campaigns to engage with the
target audience
• Virality and shareability
• Relatability and humor
• Risks and considerations
Thank You