1. Unit 1
Introduction of the digital marketing
Traditional vs. Digital Marketing
Benefits of Digital marketing
Digital Marketing Channels

2. What is digital marketing?
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the
Internet, but also including mobile phones, display advertising, and any other digital medium.

3. Traditional Marketing Vs Digital Marketing

6. Benefits of digital marketing

7. Sources:
https://www.mohitedigitalservices.com/Traditional-Marketing-Vs-Digital-Marketing.html
https://josephscollege.ac.in/lms/Uploads/pdf/material/DigitalMarketing_Notes.pdf

8. Digital
Marketing
Channels
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9. Elements of Digital Marketing
Paid
Marketing
Reporting
Mobile
Marketing
Organic
Marketing
•Content Marketing
•Social Media
•Email Marketing
•Pay Per Click
•DisplayAds
•Social Media
•Email Marketing
•ORM
•Analytics
•MobileApps
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10. 6
Digital
Marketing
Channels
Email Marketing
Content Marketing
Social Media Marketing (SMM)
DisplayAdvertising
Search Engine Optimization (SEO)
Pay-Per-ClickAdvertising (PPC)

11. Email Marketing
Email marketing is a powerful
marketing channel, a form of
direct marketing as well as digital
marketing, that uses email to
promote your business’s products
or services.

12. Email Marketing Statistics
83%
Sign up for email on
brand websites.
73%
Sign up expecting
discounts.
Email marketing:
3 X higher
Conversion rate than
social media.
92%
Of people check
their email daily.
$ 45.25%
Average return for
every $1 spent on
email marketing.
12

13. Email Marketing Strategies
Full metrics
reporting
CRM
integration
Website
integration
List segmentation &
targeted emails
Contact list
management
Professionally designed
landing pages
Professional
designed emails
Define
KPIs
Campaign
objective
Email
Marketing
Strategy

14. Email Marketing Budget
Up to 100,000 emails
$1 for 333 emails
$0.003 per recipient
Up to 350,000 emails
$1 for 500 emails
$0.002 per recipient
From 350,000+ emails
$1 for 1000 emails
$0.001 per recipient
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15. Examples
 Newsletter emails
 Lead nurturing emails
 Confirmation emails
 Dedicated emails
 Invite emails
 Promotional emails
 Survey email
 Seasonal marketing emails

16. Pay-Per-Click Advertising (PPC)
16

17. Pay-Per-Click Advertising
(PPC)
PPC stands for pay-per-click. PPC is a form of online
marketing where advertisers pay each time a user clicks on
one of their ads.
The most common form of PPC advertising is through search
engines, such as Google Ads, where advertisers bid on
keywords and their ads appear at the top of search engine
results pages (SERPs) when those keywords are searched
for.
PPC advertising can also be done through social media
platforms, such as Facebook and Instagram, and through
display advertising on websites.
https://www.cyberclick.net/numericalblogen/ppc-or-pay-
per-click-how-it-works-advantages-and-examples

18. Pay Per Click (PPC) Statistics
65% of B2B companies have
acquired a customer through
LinkedIn paid ads.
One company increased their
PPC ROI by 2.5 times with
Facebook remarketing.
Search ads can increase brand
awareness by 80%.
On average, 41% of clicks go
to the top 3 paid ads on the
search results page.
For high commercial intent
searches (someone looking to
buy a product) paid ads get
65% of the click.
The average click-through rate
for an ad in the first position is
7.94%. An average click-
through rate is 2%.
PPC visitors are 50% more likely
to purchase something than
organic visitors.
Listed here are some
of the PPC 2018
statistics showing the
effectiveness of this
medium as a digital
marketing channel.
18

19. Pay Per Click (PPC) Strategies
Analysis and Feedback
Campaign Assessment
Monitor Performance
Ad Creation
Landing Page Development
Account Set up
Tracking Installation and Testing
Campaign Launch
Keyword Research
Pay Per Click
01
02
03
04
05
06
07
08
09
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20. Days Daily Budget ($) Estimated Daily Clicks Estimated Daily Cost ($) Estimated CPC ($)
Monday 70.00 12 58.80 5.85
Tuesday 50.00 9 42.30 5.85
Wednesday 40.00 6 25.80 5.85
Thursday 25.80 4 20.40 5.85
Friday 18.00 3 15.30 5.85
Pay Per Click Budget
20

21. Search Engine Optimization (SEO)
21

22. Search Engine Optimization
(SEO)
It is the process of getting traffic from the free, organic,
editorial, or natural search results on the search engines.
Simply put, it’s the name given to the activity that
attempts to improve search engine rankings. In many
respects, it's simply quality control for websites.

23. How do search engine works?
Crawling: Google uses “bots,” or computer programs, to crawl
the web and look for new or updated pages. In order for Google
to find a page, the page should have at least one link pointing to
it.
Indexing: Next, Google analyzes each page and tries to make
sense of what the page is about. Then, it stores this information
in the Google Index—a huge database of webpages.
Serving results: When a user enters a query, Google determines
which pages are the best, in terms of both quality and relevance,
and ranks them in the SERP.
Source:
https://developers.google.com/search/docs/fundamentals/how-
search-works

24. SEO vs PPC
Most Search Engine Results Pages (SERPs) contain two types
of results:
Paid results: You have to pay to be here, through pay-per-
click (PPC) advertising
Organic results: You must “earn” your rankings here,
through SEO

25. SEO Statistics
Lead-to-Customer Close through SEO.
-Hubspot March 2019, State of Inbound Marketing.
Of internet users globally do research for online products and additionally there are 44% of
these online shoppers started shopping using a search engine.
-Interconnected World: Shopping and Personal Finance, 2019.
Of searchers click on organic result, where in about 79% of these organic clicks
went to the top five results.
-Marketing Sherpa, February 2018.
18%
65%
70%
SEO Leads have a 14.6% close
rate, outbound leads (ex. Direct mail or
print advertising) have a 17% close rate.
Brands relying on inbound
marketing save over $14 for every
new customer acquired.
60% of all organic clicks go to the
organic top 3 search results.
This slide covers
the vital statistics
related to use of
SEO as a digital
marketing channel.
25

26. Keyword Analysis
Information Architecture
Content Development
Search Engine Submission
Linking Analysis & Strategy
SEO Strategies
Analytics & Reporting
SEO
Strategy
26

27. TotalVisit From SEO
20,494
% of Total $98.983% (20,494)
Most Viewed Pages From SEO
Page Title
Organic
Searches
Avg. Time on
Page
The Ideal W3Total Caches Setting (WithSoreshots) 3,530 00:06:10
25+ SEO FriendlyWordPressThemesforEveryone 2,500 00:03:05
7 Google AnalyticsCustom Dashboard Examples 2,450 00:05:40
Why is WordPressso slow (and 4 ways to Exists) 2,290 00:06:04
25 SEO FinanciallyWordPressThemesfor Everyone 1,260 00:03:01
The Ideal Yost WordPressSEO Plugin settings 1,085 00:02:58
The 15 Most ImportantWordPress Plugins, Period 450 00:04:05
SEO forArtists 10 Tips for Better Visibilityin Google 430 00:03:11
20 top online Directoriesfor Local Business SEO 2,290 00:06:04
How and where to Put keywords in your Website 1,270 00:03:01
Main Search Engines Used
Google Bing Yahoo Aol Ask Other
22,191
Users
Organic Searches
Non-Branded Visits From SEO
Organic Searches
Top known Keywords
Keyword Organic Search's Avg. Time on page
SEO Friendly WordPress
Themes
7 00:05:25
W3 Total each Settings 7 00:01:00
Google Analysis
dashboards
6 00:02:25
All Searches Engines Used
Source / Medium Organic Searches
Google / Organic 20,395
Bing / Organic 55
Yahoo / Organic 35
Aol / Organic 7
Ask / Organic 6
Yandex / Organic 4
Babylon / Organic 2
Baidu / Organic 2
Conduct/ Organic 2
So.com / Organic 2
Traffic Type
Organic Direct Referral Social
22,191
Users
SEO Dashboard
27

28. Display Advertising
28

29. Display Advertising
A popular and effective format of digital advertising is
display advertising. It is completely driven by the visuals
it uses to attract attention and spread brand awareness
across the internet.

30. Four Key Performance Indicators (KPI)
1. Reach
Measuring the reach of your ad accurately means obtaining
figures on how many users saw the ad. This is reflected as
the unique number of views on your display ad. You can
monitor the reach of your ad and assess the effectiveness of
your display ad management and targeting effort. If ads are
not reaching the desired audience, it is advisable to readjust
your targeting parameters.
2. Impressions
Simply put, an impression is the number of times an ad has
been “served” to a user on a website or placement. Every
time an ad is displayed, it counts as an impression. Once you
have successfully quantified this, you can map ad
performance against the conversion rates. If it seems that
your impressions are growing but your conversion rate isn’t,
you may need to rethink your display ad management plan.
3. Click-through rate
A crucial indicator of engagement, click-through rate
indicates the number of people who have clicked on your
ad. Mathematically, it is the ratio of impressions to clicks. For
example, if your ad receives 2,000 impressions and you
generate 200 clicks, that’s a click-through rate of 10%. Low
CTRs are indicators of the need to adopt a new display ad
management strategy or relook at targeting formulas.
4. Conversion rate
This is the most important metric to consider because, at the
end of the day, conversion is the main objective of running
ads. This rate is a quantification of the number of people
who click-through to your landing page and perform a
definitive action such as downloading your app, opting-in to
a newsletter, or buying a product.

31. CTR for digital display Ads are 8.8x higher than traditional display
2018 2019
62.65% 71.65%
3:50 3:45
1:15 1:20
Viewability
Rate
Viewability
Completion Rate
Traditional Ads
Digital Ads
2018 2019
Display Advertising Statistics
Display Ads benchmark Average time per day spent with displayAds
31

32. Social Media Marketing (SMM)
32

33. Social Media Marketing (SMM)
Social media marketing (SMM) is a form of internet marketing that uses social media apps as a marketing tool.
These social media platforms enable brands to connect with their audience to:
• build a brand;
• increase sales;
• drive traffic to a website; and
• build a community of followers to share and engage with content.

34. Social Media Marketing (SMM)
There are the following three Social Media Classification tools -
1. Social Publishing
Social publishing allows us to publish information in the content form(written text and videos).
Example: Blog, YouTube.
2. Social Networking
Social Networking helps us to stay connected with our friends, business partners, relatives, and customers.
Example: LinkedIn, Twitter, Facebook
3. Photo-based Social Networking
Photo-based social networking is used to share photos using social networking sites.
Example: Pinterest, Snapchat, Instagram
https://www.javatpoint.com/social-media-marketing

35. SMM Statistics
35
Million Users
01
20
Million Users
02
19.5
Million Users
03
20
Million Users
04
15
Million Users
05
35

36. SMM Strategies
Track & Measure Progress
Adjust
Implement
Create Content
Choose Platform
Determine Audience
Set Goals
Social Media
Marketing
Strategy
36

37. 80
70
60
50
40
30
20
10
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
• Customer • Visits • Leads
Visits Customer Leads
22,510
Followers
13,245
Followers
11,115
Followers
14,205
Emails Opened
4,205
Followers
Email Sent
LinkedIn Status
Google + Status
Facebook Status
Twitter Status
2,102
Sales Ready
Loads this Month
$375K
New Revenue
this Month
307
New Customers
this Month
6,504
Loads this
Month
Total Loads New Customers New Revenue
Sales Ready Loads
SMM Dashboard
80
70
60
50
40
30
20
10
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
37

38. Content Marketing
38

39. Content Marketing
Content marketing is a marketing strategy used to
attract, engage, and retain an audience by creating and
sharing relevant articles, videos, podcasts, and other
media. This approach establishes expertise, promotes
brand awareness, and keeps your business top of mind
when it’s time to buy what you sell.

40. Content Marketing
Awareness Consideration
Closing
Awareness stage
Writing about their pain points, challenges, and
questions gives you the best chance of engaging with
them. Content at the awareness stage should be
educational, how-to advice. Save your selling for the
consideration and closing phases.
The best content for this stage includes articles, blog
posts, e-books, videos, and newsletters.
Examples:
• A restaurant writes a blog post about how to plan a
menu for a graduation party in the spring.
• A bike touring company creates a short video on the
topic “3 Ways to Choose the Right Bike Trip.”
• An architecture firm creates an e-book called
“Questions to Ask Before Hiring an Architect.”

41. Content Marketing
Consideration stage
In the consideration stage, content should offer a hybrid of
helpful information and marketing. It should educate the
reader about what features or functions to look for and how
various features address their needs. Of course, your content
should lean toward what your business offers.
The best content for this stage includes case studies, how-to
articles, how-to videos, and checklists or worksheets.
Examples:__
• A cloud-based phone system company creates a checklist entitled
“8 Ways to Improve Your Phone Customer Service” that details
the features and functions that make great customer
service possible.
• A landscaping company creates case studies about “The Biggest
Mistakes Most People Make When They Hire a Landscaper.”
• A catering company features case studies of successful events
with a focus on the benefits they offer, such as “How to
Accommodate Food Allergies at Your Next Event,” or “How to
Ensure Your Caterer Uses Sustainable Practices.”
Awareness Consideration
Closing

42. Content Marketing Closing stage
Content marketing plays an important role when a prospect is
close to buying. At this stage, you can focus on sales, as long
as you continue to drive home why you’re the best choice
rather than just how great your services or products are.
Your central message here should be your expertise,
knowledge, and the differentiating benefits of what you sell.
Best content for this stage: case studies, user-generated
content, buyer’s guide, product video, research report
Examples:
• A consulting firm creates a research report proving that
businesses that engage in strategic planning, assessments
by outsiders, and other services—shaped by what services
it offers—experience higher growth.
• A design agency creates short videos showcasing the
variety in its work across different industries to
demonstrate its diverse expertise.
• An orthodontist practice encourages patients to contribute
testimonials about its state-of-the-art equipment and top-
notch service.
Awareness Consideration
Closing

44. Content Marketing Statistics
15%
30%
45%
60%
75%
90%
Social Media Posts-excluding videos (e.g., tweets, pins)
Case Studies
Videos (pre-produced)
Ebooks/ White Papers
Infographics
Illustrations/
Photos
44

45. Digital Marketing Channel Icon Slides
45