What is digital marketing? Components of digital marketing Search engine optimization Case study- Jio social media banter Digital display advertising Case study- coca cola Email marketing Case study - okabashi email subscription Social media marketing Case study- netflix’s sass strategy for twitter Mobile marketing Case study- Airbnb; Influencer marketing Conclusion References

1. Digital marketing
1

2. INDEX
2
1. What is digital marketing?
2. Components of digital marketing
3. Search engine optimization
4. Case study- Jio social media banter
5. Digital display advertising
6. Case study- coca cola
7. Email marketing
8. Case study - okabashi email subscription
9. Social media marketing
10.Case study- netflix’s sass strategy for twitter
11.Mobile marketing
12.Case study- Airbnb; Influencer marketing
13.Conclusion
14.References

3. What is digital marketing?
The promotion of products or brands via one or more forms of electronic
media.
For example, advertising mediums that might be used as part of the digital marketing strategy of a business could
include promotional efforts made via the Internet, social media, mobile phones and electronic billboards, as well as
via digital and television and radio channels.
3

4. 4

5. 1.SEARCH ENGINE OPTIMIZATION
The process of refining a website using both on page and off page practices so
that it will be indexed and ranked successfully by search engines
It’s basically-SMELL NICE FOR GOOGLE!
SEO TOOLS:
● MOZ
● GOOGLE ANALYTICS
● GOOGLE SEARCH CONSOLE
● KEYWORD TOOL
● SEMRUSH
5

6. Search engine results page (SERP)
A SERP is the web page that a search engine, such as google or Yahoo!, returns
the result of user’s search.
THE BEST PLACE TO
HIDE A DEAD BODY IS
ON SECOND PAGE
OF SEARCH ENGINE
RESULTS PAGE
Research says, 91% of
people will not click
past the first page.
6

7. SEO ranking factors
1. High-quality Content
2. Keyword research-Meta tags
3. Mobile responsive websites
4. HTTPS secured website
5. Structure of the website-Bounce rate
6. Link building- Inbound links
7. Social media sharing
8. Google my business
Rate at which users enter
a site, don’t interact with
it and exit back out to
SERP or close the window
7

8. Organic vs paid listings
Paid listings garner only 30% click through rate
while organic listings make up 70% 8

9. CASE STUDY- JIO VS ALL , the epic social media banter between Telecom Brands
It all started
when jio
announced that
they will be
charging 6 paise
per min for voice
calls.
TAKE AWAY-
Jio’s social media
strategy helped
retention of
customers even
after a hike in its
price.USE SOCIAL
MEDIA WISELY!!
9

10. 2.DIGITAL DISPLAY ADVERTISING
10

11. CASE STUDY - COCA COLA
Click on the display ad’s call to
action (CTA), and the viewer can
send a can of coca-cola to a
random stranger, anywhere in
the world.
The original sender would
receive the message in their
inbox and were also provided
with a video clip of recipient
receiving their gifted coke
Share a Coke and a Word: How Coca-Cola Captured Millennials Through Word of Mouth Marketing
Takeaway - Make call to action so enticing that viewer’s curiosity takes over and they have
no choice but to click.
11

12. 3.EMAIL MARKETING
12

13. Spam, spam & spam !!
How to avoid spam filters
1. Create an unique subject line
2. Avoid “salesy” trigger words
3. Keep the format simple
4. Limit the number of URl links
5. Use graphics sparingly
6. Don't buy subscriber lists
The receipt of unsolicited email can be grossssss
Spam can apply to bulk email resulting in BLACKLISTING, which means that the sender is
added to the list of naughty email senders that the email clients can block and keep away
from their user’s inboxes.
13

14. CASE STUDY- OKABASHI
● OKABASHI is a company that sells shoes online.
● When the users came onto the homepage and
started exploring the website further, a pop-up
appeared that allowed them to fill in their details for
subscription.
● This pop was non intrusive and appeared when a
user shows interest in the website.
● RESULT- for every 100 unique visitors to homepage,
the signup form generated 3 unique email sign ups.
TAKEAWAY-
Raw data collection for email subscription through
website pop-ups reap higher benefit than purchased
email lists.
This also helps avoiding spam
14

15. 4.SOCIAL MEDIA MARKETING
15

16. 16

17. CASE STUDY-NETFLIX, sass as a strategy
The social media manager says “ you have to speak a language that feels like today.If you’re speaking
in a language that feels like yesterday, it’s not going to be impactful or well-received”.
TAKEAWAY- consumers embrace a company that does not seem monolithic or stuffy.
17

18. 5.MOBILE MARKETING
18

19. 19

20. CASE STUDY- AirBnB, Influencer marketing
● Airnbn’s #LiveThere campaign was part of a
larger contest targeted at those who suffer
from wanderlust.
● “By associating with social media influencers
and bollywood celebrities, we see a huge
potential in establishing the connect between
films & travel” said marketing manager,Varun
Raina.
● It worked!! The three winners and their
videos went viral combined received 10M +
views.
TAKEAWAY -
1. Combine display ads with a consent and make them accessible across devices.
2. Engaging influencers on any contest will always boost company’s success.
20

21. 21

22. REFERENCES
1. THE ART OF DIGITAL MARKETING- IAN DOSON
2. DIGITAL MARKETING FOR DUMMIES
3. DIGITAL MARKETING STRATEGY-SIMON KINGSNORTH
4. INTERNSHALA DIGITAL MARKETING COURSE BY AMIT
22