Small entrepreneurs should know some fundamentals of digital marketing, as it is by far an economical yet effective marketing tool available to entrepreneurs. This slides are not for techies but for simple entrepreneurs who have very limited knowledge about the digital media. So you may find some very basic information also being discussed in these slides.

2. Types of websites
 Corporate websites
 Personal websites
 Flash websites
 E-commerce websites
 Social Media networking websites
 Photo sharing websites
 Mobile device websites
 News websites
 Government websites
 Content websites

3. Common mistakes in web development
 The website is isolated
 Developed in a very cheap way
 Very poor brief to developers
 In sufficient budget

4. Websites Vs other print material
 Corporate brochures have much shorter life.
 Websites are more flexible and can be changed in
short notice.
 More visibility compared to corporate brochure
 Websites are more interactive and can be presented in
any form that the customer wants.

5. Short comings in websites
 Focus mainly on delivering information .
This shortcoming can be overcome by:
- Better presentation of information of product/services with
pictures and videos.
- Biographies of the key people who are behind the project.
- The differentiator – why the customer should deal with
you.
- Simple on line enquiry form
- Special feature to help visitors to access the information
more easily.

6. Search Engine Optimization
 Register with all te search engines like Google, Bing
and yahoo, so that when there is a search request, the
search engines will “trawl” your website also.
 In response to search the website link should appear at
the first page.
 Search engines can bring in any one of the pages apart
from Home Pages, based on “search –text”.
 SEO should be done at the time when website is built.

7. Search Engine Optimization
 Variables to optimize search engines :
- Number of links to your sites.
- Page title.
- Keywords used in the text.
- Position of the text on the page.
- The competition in the busisness.
- Blogging
- Offer links to other sites

8. Search Engine Marketing
 PPC is a part of Search Engine Marketing (SEM).
- you are charged when the advertisement is clicked
on.
Banner Ad appear on search engine site and/or 3rd party
site like news paper sites.
Some limitations are there for number of words and style
of presentation etc.
Ad appearing sequence also varies with the payment.
You can postpone, cancel, modify your ad anytime

9. Getting most out of SEM
 Search Terms ( keywords) selections; the key words
increases the chances of being “hit” by search.
 Ad text should be attractive
 Banner ads
News sites and the sites with big traffic give banner as
space in the sites.
The ads are displayed as animated graphics.

10. Pricing structure for banner ads.
 Cost per Thousand ( Mille) page impressions - the
advertisers are charged based on number of times a
particular page was viewed where the ad of the client is
placed. Generally, for thousand views the advertiser
will be charged.
 Cost per click
 Cost per order or enquiry
 Fixed monthly rate.

11. Social Media marketing
 Twitter allows the companies to promote their products. A
small message linking webpage can be posted.
 Facebook provide for videos, pictures to show the use and
usage of the products.
 Linkedin provides professional to create a profile of
themselves and of their companies. The blog entries of the
products or the company can also be posted on the
Linkedin.
 Blogs can include testimonials, description of the
product/service and which can be posted in facebook and
linkedin etc. to network with the target audience.

12. Other Social media marketing tools
 Permission marketing : Signing up with the site to
allow them to send promotional materials and other
news letter etc.
 Information marketing : Marketing information that is
available in the digital world on various subjects.
 Offline Integration : Digital marketing should be
supported by offline marketing methods, like carrying
website and social media addresses on all the
promotion material, like business cards, posters,
vehicles and so on.