Ms. Palak Gupta
Digital Marketing
Digital marketing means online or internet marketing of products, services or brandsthrough discrete forms of electronic media. It differs from traditional marketing as it useschannels and methods that enable anorganization to analyze marketing campaignsand understand what is working and whatisn’t – typically in real time.
Digital Marketing Strategies
Digital marketers turn to technology to help reach target consumers through-
1. Internet marketing-
The Internet is one of such public platform where all are equal and have same rights for publishing, accessing, discussions, sharing,creating a more powerful and educated audience than ever before. It is cheap source and platform to attract global audience and cater to their needs in real-time and quick approach.
Consumer-Generated Media (CGM)
- Blogs
- Message boards and forums
- Social media
- Discussions and large email portals like AOL, Yahoo, MSN)
- Online opinion/review sites and services/ feedback/complaint sites
2. Mobile marketing-
Mobile marketing refers to marketing with a mobiledevice such as laptop, tablet,smart phone etc. which has wireless network and internet access. However, as per traditional meaning,it describes marketing “on-the-go”,“Apps”. Apps are personalized and customizablesoftwaresdesigned to run on the wirelessinternet devices like laptop, computer,phone or other electronic device typicallydesigned to increase mobility, 24x 7 access and no geographical limitations.
3. Social marketing-
Social media marketing meanstapping the online socisl media platforms that people use to share content,experiences,opinions, perspectives,insights, media etc.Social media presents itself in the form of many variable applications and platforms like networking, chatting, video sharing, photo sharing, influencer sites etc.
4. Viral/ word of mouth marketing
It is word of mouth marketing which is most common and important as it reaches customers very fast with no cost involved.
Popular Digital Marketing Tools
- Sprout social
- Offerpop
- Facebook’s Power Editor
- Twitter native platform
- Emma
- Marketo
- AdRoll
Benefits of Digital Marketing in E-Business
Search Engine Optimization
SEO is the exercise of making a website attractive and reachable to its customersby focusing on its rankingin organic vs paid and spider/ crawler-based listings of search engines. It is the he method to increase traffic on one’s website through improving keywords presence in web.
How do organic search listings work?
Search engines uses software called spider or crawler that crawls over the web and gathers keywords count and listings. The spider does this by following website and its pages link and then makes copies of thepages and stores them in the index of search engine.This is how the ranking based on keywords count is calculated by search engine, indexing is created of the pages and ranks are calculated of the websites. Popular SEs that index pages using crawlers / spiders are AltaVista,Yahoo,Google, MSN, AOL, Lycos.
TOP Search Engines and Directories
1. Google
2. Yahoo
3. MSN
4. AOL
5. Altavista
6. Infoseek
7. Lycos
8. Excite
• Web Directory – Yahoo, DMOZ, LookSmart
SEO strategies/techniques
1. Domain name strategies
Domain names are traffic magnets, so always choose a domain name that will increase your search engine ranking by use of keywords, location, advertising terms, product names and choosing a keyword that is important for your business.
2. Linking strategies
The text in the links should include keywords as the more inbound links, the higher the ranking in search engine and if linking site is already indexed, spiders will easily receive your website. Quality of inbound links is critical. So to increase links following methods can be used-
a) creative content / copywriting
b) good outbound links
c) finds websites from where to traffic inbound links
“Link relevancy is important for getting web site indexed by search engines” as small number of inbound links from important sites isworthy than many links from sites which have low-traffic or are not important.
3. Keywords
They are the most important in optimizing rankings as per research what keywords are people searching for using tools e.g. Wordtracker (www.wordtracker.com), rankz.com. Keywords are those words that are most relevant to track website as per the content of the page. The spider chooses the appropriate keywords for each page, then sends them back to its SE, your web site will then be indexed based on your keywords which can be key phrases or a single keyword. Do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them, write keyword-rich text, balance keyword-rich and readability and always have text in your page: at least 100 words
Social Media Marketing (SMM)
Social media marketing refers to the process of gainingtraffic or customer’s attention through social media sites like influencer, networking, blogging, photo- sharing and video- sharing sites. Socialmedia provides options of different social actions. For instance, Twitter isa social site for microblogs. Today, companies areusing social media portals to immediately attract customers attention, reviews, feedbacks so that correction action can be taken by manager’s instantly which leads to smooth fulfillment of organizational goals focusing on –
– Brand
– Goods and services
– Public image
– Website
Types of Social Media Marketing
The Different categories Of Social Media Platforms where SMM can be targeted are –
• Social networking (Facebook, LinkedIn, Google+).
• Microblogging (Twitter, Tumblr).
• Photo sharing (Instagram, Snapchat, Pinterest).
• Video sharing (YouTube, Facebook Live, Periscope, Vimeo)
10 steps to get started in Social Media Marketing
• 1. Determine your goals.
• 2. Evaluate your resources.
• 3. Know your audience.
• 4. Create amazing content.
• 5. Integrate your marketing efforts.
• 6. Create a schedule.
• 7. Follow 80-20 rule. I.e., always spend at least 80 percent of your time on social media activities that are not self-promotional and only 20 percent of your time on self-promotional activities.
• 8. Focus on quality, not quantity.
• 9. Give up control to your audience
• 10. Keep learning.
Advantages of Social Media Marketing
• Increased Brand Awareness
• More Inbound Traffic
• Improved Search Engine Rankings
• Higher Conversion Rates
• Better Customer Satisfaction
• Improved Brand Loyalty
• More Brand Authority
• Cost-Effective
• Gain Marketplace Insights
• Thought Leadership
Ms. Palak Gupta
Assistant Professor,
JIMS, Kalkaji
New Delhi
