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Digital Marketing Overview.
Campaign Goals.
Digital Marketing Channels.
Developing a Digital Marketing Plan.
The modern customer spends a lot of
time ‘online’, uses multiple digital
channels/platforms and has abundance of
choices for most products/services. with digital
technologies, companies can now personalize
their marketing efforts and target their
relevant segment with more precision. They
can provide a cross-channel, continuous
personal experience to their customers.
Digital Marketing Overview
Increasing problem and solution
awareness.
Acquiring new leads and customers.
Activating leads and customers.
Monetizing existing leads and customers.
On boarding new leads and customers.
Building community and advocacy.
Common Goals For Digital Marketing Campaign
 Search Engine Marketing (SEM)
 Search Engine Optimization (SEO)
 Content Marketing.
 Social Media Marketing.
 Pay Per Click (PPC)
 Affiliate Marketing.
 Native Advertising.
 Email Marketing.
 Re-Marketing.
List of Digital Marketing Channels
 Analysis and starting point
 Objectives
 Buyer person
 Content Plan
 Keywords
 Platform platforms
 KPIs and measurement strategy
 Contingency plan
Developing Digital Marketing Plan
SEO stands for “search engine optimization.” It is the process of getting
traffic from the “free,” “organic,” “editorial” or “natural” search results on
search engines.
Search engine
Search engines are answer machines. They scour billions of pieces
of content and evaluate thousands of factors to determine which content is
most likely to answer your query.
Some Search Engines:
Google
Bing
Yahoo Search
Crawling
Process of fetching all the web pages
linked to a website. This task is
performed by a software, called
a crawler or a spider (or Googlebot, in
case of Google).
How do search engines work
Indexing
Process of creating index for all
the fetched web pages and keeping
them into a giant database from
where it can later be retrieved.
Essentially, the process of indexing
is identifying the words and
expressions that best describe the
page and assigning the page to
particular keywords.
How do search engines work
Processing
When a search request comes, the search engine processes it, i.e.
it compares the search string in the search request with the indexed
pages in the database.
Calculating Relevancy
It is likely that more than one page contains the search string, so
the search engine starts calculating the relevancy of each of the pages
in its index to the search string.
How do search engines work
Retrieving Results
The last step in search engine activities is retrieving the best
matched results. Basically, it is nothing more than simply displaying
them in the browser.
Black Hat SEO
White Hat SEO
Grey Hat SEO
On Page Optimization
Off Page Optimization
Black Hat
Keyword Stuffing
Cloaking
Sneaky Redirects
Poor Quality Content
Paid Links
Abusing Structured Data/Rich
Snippets
Blog Comment Spam
Link Farms
Private Blog Networks
Black hat SEO is a practice against search engine
guidelines, used to get a site ranking higher in search
results. These unethical tactics don’t solve for the
searcher and often end in a penalty from search engines.
Black hat techniques include keyword stuffing, cloaking,
and using private link networks.
White Hat SEO
Keyword Stuffing
Cloaking
Sneaky Redirects
Poor Quality Content
Paid Links
Abusing Structured Data/Rich
Snippets
Blog Comment Spam
Link Farms
Private Blog Networks
Grey hat SEO consists of slightly shady SEO
tactics. While they are not against search engines
prohibited practices, they are slightly unethical
and could be banned in the future.
Google My Business (commonly known as GMB, and formerly known as
Google Local and Google Places) is a business listing on Google, not unlike
listings on online business directories such as JustDial, Yellopage. It’s also a
core element of local SEO.
How GMB will work and Uses
Google app search
Google search in third-party
browser or Google Chrome
(mobile/desktop)
Google Maps in mobile/desktop
browser
Google Maps app
Google Home voice search
Google Assistant voice search
GMB is a free tool that lets you manage how your business
appears on Google Search and Maps. That includes
adding your business name, location, and hours;
monitoring and replying to customer reviews; adding
photos; learning where and how people are searching for
you, and more.
How to create GMB
Create an account and claim your business
Verify your business
Optimize your listing
Download the GMB app
Create a Google My Business Listing
Step 1: Log into the Google Account you want associated with your
business (or create a Google Account if you don’t already have one).
Step 2: Go to google.com/business and select “Start now” in the top
right-hand corner.
Step 3: Enter your business name.
Create a Google My Business Listing
Create a Google My Business Listing
Thank You

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Digital Marketing

  • 1. Digital Marketing Overview. Campaign Goals. Digital Marketing Channels. Developing a Digital Marketing Plan.
  • 2. The modern customer spends a lot of time ‘online’, uses multiple digital channels/platforms and has abundance of choices for most products/services. with digital technologies, companies can now personalize their marketing efforts and target their relevant segment with more precision. They can provide a cross-channel, continuous personal experience to their customers. Digital Marketing Overview
  • 3. Increasing problem and solution awareness. Acquiring new leads and customers. Activating leads and customers. Monetizing existing leads and customers. On boarding new leads and customers. Building community and advocacy. Common Goals For Digital Marketing Campaign
  • 4.  Search Engine Marketing (SEM)  Search Engine Optimization (SEO)  Content Marketing.  Social Media Marketing.  Pay Per Click (PPC)  Affiliate Marketing.  Native Advertising.  Email Marketing.  Re-Marketing. List of Digital Marketing Channels
  • 5.  Analysis and starting point  Objectives  Buyer person  Content Plan  Keywords  Platform platforms  KPIs and measurement strategy  Contingency plan Developing Digital Marketing Plan
  • 6. SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.
  • 7. Search engine Search engines are answer machines. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query. Some Search Engines: Google Bing Yahoo Search
  • 8. Crawling Process of fetching all the web pages linked to a website. This task is performed by a software, called a crawler or a spider (or Googlebot, in case of Google). How do search engines work
  • 9. Indexing Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.
  • 10. How do search engines work Processing When a search request comes, the search engine processes it, i.e. it compares the search string in the search request with the indexed pages in the database. Calculating Relevancy It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.
  • 11. How do search engines work Retrieving Results The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.
  • 12. Black Hat SEO White Hat SEO Grey Hat SEO On Page Optimization Off Page Optimization
  • 13. Black Hat Keyword Stuffing Cloaking Sneaky Redirects Poor Quality Content Paid Links Abusing Structured Data/Rich Snippets Blog Comment Spam Link Farms Private Blog Networks Black hat SEO is a practice against search engine guidelines, used to get a site ranking higher in search results. These unethical tactics don’t solve for the searcher and often end in a penalty from search engines. Black hat techniques include keyword stuffing, cloaking, and using private link networks.
  • 14. White Hat SEO Keyword Stuffing Cloaking Sneaky Redirects Poor Quality Content Paid Links Abusing Structured Data/Rich Snippets Blog Comment Spam Link Farms Private Blog Networks Grey hat SEO consists of slightly shady SEO tactics. While they are not against search engines prohibited practices, they are slightly unethical and could be banned in the future.
  • 15. Google My Business (commonly known as GMB, and formerly known as Google Local and Google Places) is a business listing on Google, not unlike listings on online business directories such as JustDial, Yellopage. It’s also a core element of local SEO.
  • 16. How GMB will work and Uses Google app search Google search in third-party browser or Google Chrome (mobile/desktop) Google Maps in mobile/desktop browser Google Maps app Google Home voice search Google Assistant voice search GMB is a free tool that lets you manage how your business appears on Google Search and Maps. That includes adding your business name, location, and hours; monitoring and replying to customer reviews; adding photos; learning where and how people are searching for you, and more.
  • 17. How to create GMB Create an account and claim your business Verify your business Optimize your listing Download the GMB app
  • 18. Create a Google My Business Listing Step 1: Log into the Google Account you want associated with your business (or create a Google Account if you don’t already have one). Step 2: Go to google.com/business and select “Start now” in the top right-hand corner. Step 3: Enter your business name.
  • 19. Create a Google My Business Listing
  • 20. Create a Google My Business Listing

Hinweis der Redaktion

  1. https://www.cyberclick.es/numericalblogen/how-to-start-an-effective-digital-marketing-plan
  2. https://blog.hubspot.com/marketing/black-hat-seo
  3. https://blog.hubspot.com/marketing/black-hat-seo
  4. https://blog.hubspot.com/marketing/black-hat-seo
  5. https://blog.hubspot.com/marketing/black-hat-seo
  6. https://blog.hubspot.com/marketing/black-hat-seo
  7. https://blog.hubspot.com/marketing/black-hat-seo
  8. https://blog.hubspot.com/marketing/black-hat-seo