DIGITAL MARKETING

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.
 The way in which digital marketing has developed since
the 1990s and 2000s has changed the way brands and
businesses utilize technology and digital marketing for
their marketing.
 Digital marketing campaigns are becoming more
prevalent as well as efficient, as digital platforms are
increasingly incorporated into marketing plans and
everyday life, and as people use digital devices instead of
going to physical shops.

Some Techniques of Digital Marketing
 Search engine optimization (SEO)
 Search engine marketing (SEM)
 Content marketing.
 Social Media Marketing (SMM)
 Pay-per-click advertising (PPC)
 Email marketing.

Search engine optimization (SEO)
 Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a web
search engine's unpaid results often referred to as
natural, organic, or earned results.
 In general, the earlier (or higher ranked on the search
results page), and more frequently a site appears in the
search results list, the more visitors it will receive from
the search engine's users, and these visitors can be
converted into customers.
 SEO may target different kinds of search,
including image search, local search, video
search, academic search, news search and industry-
specific vertical search engines.

Search engine marketing (SEM)
 Search engine marketing (SEM) is a form of Internet
marketing that involves the promotion of websites by
increasing their visibility in search engine results
pages (SERPs) primarily through paid advertising.
 SEM may incorporate search engine optimization (SEO),
which adjusts or rewrites website content and site
architecture to achieve a higher ranking in search engine
results pages to enhance pay per click (PPC) listings.

Content marketing
 Content marketing is a form of marketing focused on creating,
publishing and distributing content for a targeted audience
online. It is often used by businesses in order to:
• Attract attention and generate leads
• Expand their customer base
• Generate or Increase online sales
• Increase brand awareness or credibility
• Engage an online community of users
• Unlike other forms of online marketing, content marketing relies
on anticipating and meeting an existing customer need for
information, as opposed to creating demand for a new need.

Social Media Marketing (SMM)
 Social media marketing is the use of social media platforms
and websites to promote a product or service.
 Most of these social media platforms have their own built-in data
analytics tools, which enable companies to track the progress,
success, and engagement of ad campaigns.
 Companies address a range stakeholders through social media
marketing including current and potential customers, current
and potential employees, journalists, bloggers, and the general
public.
 On a strategic level, social media marketing includes the
management of the implementation of a marketing
campaign, governance, setting the scope (e.g. more active or
passive use) and the establishment of a firm's desired social
media "culture" and "tone".

Pay-per-click advertising (PPC)
 Pay-per-click (PPC), also known as cost per click (CPC), is
an internet advertising model used to direct traffic to
websites, in which an advertiser pays a publisher when the ad
is clicked.
 Pay-per-click is commonly associated with first-tier search
engines (such as Google Ad Words and Microsoft Bing Ads).
With search engines, advertisers typically bid
on keyword phrases relevant to their target market.
 PPC "display" advertisements, also known as "banner" ads,
are shown on web sites with related content that have agreed
to show ads and are typically not pay-per-click advertising.
 Social networks such as Facebook and Twitter have also
adopted pay-per-click as one of their advertising models.

Email marketing
 Email marketing is sending a commercial message, typically
to a group of people, using email.
 In its broadest sense, every email sent to a potential or
current customer could be considered email marketing.
 It usually involves using email to send advertisements,
request business, or solicit sales or donations, and is meant to
build loyalty, trust, or brand awareness.
 Email marketing can be done to either sold lists or a current
customer database.
 Broadly, the term is usually used to refer to sending email
messages with the purpose of enhancing the relationship of a
merchant with its current or previous customers, to encourage
customer loyalty and repeat business, acquiring new
customers or convincing current customers to purchase
something immediately, and adding ads to email messages
sent by other companies to their customers.

Thank you……..