The document summarizes a workshop on digital marketing held at VIT University in Vellore. The workshop covered topics such as the purpose of internet and digital marketing, types of digital marketing like SEO, SEM and SMO, and analytics tools. It discussed key concepts in digital marketing including the 4Ps of digital marketing, on-page and off-page SEO strategies, and how SEM, social media optimization, and web analytics can help achieve marketing goals. Future trends discussed included the growth of mobile devices and cloud computing.

1. Digital Marketing
Workshop 2014
VIT University, Vellore

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3. Event Purpose

4. 
Internet industry

Digital Marketing

Web Analytics

Networking Discussion

5. How many of you
want to achieve
something?

6. Why Do you want to
Achieve

7. Because of Happiness

8. Digital Marketing

9. What is Internet?

10. Internet
It is the network of
networks.
 It’s a global system
of interconnected
computer networks
that uses Internet
Protocol(TCP/IP) to
connect with
billions of users
 In simple words it’s
a information
resource


11. Things happen in 60 seconds

12. MARKETING

13. Marketing
In layman’s term it
is the promotion of
a product for sales
 The commercial
functions involved
in transferring
goods from
producer to
consumer.


14. DIGITAL MARKETING

15. Digital Marketing




In other words
Internet marketing
Make use of
electronic devices
like computer/ smart
phone/ tablet to
sell/buy products
The term was first
used in 1990.
In last few years it
became effective
way to relate with
customers.

16. Types of Digital Marketing
Pull Marketing –
Customers actively
seek marketing
content via web
searches,
websites, email etc
 Push Marketing –
The content is
made to display for
customers by
means of ads,
display banners etc


17. Push Vs Pull
Marketing
Comparison between Push Vs Pull marketing

18. 4Ps of Digital Marketing
Product
 Price
 Placement
 Promotion


19. Solutions of Digital Marketing

20. 
SEO – Search Engine
Optimization

SEM – Search Engine
Marketing

SMO – Social Media
Optimization
Solutions of Digital Marketing

21. Back end of Digital Marketing

Web Analytics –
The relationship
between the user
and the website

Web Masters – The
relationship
between the
website and the
search engine

22. SEO
Search Engine Optimization

23. Search Engines
What is a Search Engine?

24. Search Engine
It’s a software system that is used to
search for information in internet.
 The words or phrases used to retrieve
information is the search queries.
 The Search engine displays results in
line of information is Search Engine
Results Pages


25. Major Search Engines
Google
 Bing
 Yahoo
 Baidu
 Yandex
 Topsy
 Answers
 About


26. Yandex
Baidu
Search Engines

27. How a Search Engine works

How a Search Engine Works?

28. Working of Search Engine
Robots crawls the
website
 Index the
information in
search engine
database
 Display the
information when
searched


29. Types of Search

How many types of search?

30. Types of Search
Organic/natural
search
 Paid search
 Site search


31. SEO

Why SEO?

32. SEO

It’s the method to improve the visiblity
of the website in search engines while
searched.

33. On Page
Off Page

34. Strategies to Drive Natural Traffic
Keyword Identification
Do research & base strategy on
what customers actually look for
Off-Page Link
Building
Internal – links from within Site
to your page
External – quality links from
external sites to your page
On-Page Optimization
Add targeted keywords &
phrases everywhere,
especially:
Titles & Meta Description
Headers
Body Content
Alt Text
URLs & Filenames

35. On page

1. Keyword Usage

2. Fresh Content

3. Fast loading
pages

36. On Page
Title Tag
 URL/file name
 Image Optimization
 H1 Tag
 Meta keywords
 Meta description


37. Off Page

Lots of quality inbound links from ontopic blocks of text

38. Off Page
Directory Submission
 Article submission
 Back links
 Link building


39. Pillars of SEO
Content
 Architecture
 Popularity


40. Pillars of SEO
Architecture the
bones
Content the meat
Keywords &
phrases to be
indexed
These are
matched up to
search queries
Should be unique
to a page
All text in source code
may be read(e.g.
filenames, tags, alt text)
Crawl able text(e.g. key
messages should not
buried in Flash, AJAX,
JavaScript, modal
windows)
Navigation
URLs & directories
Sitemaps
Server speed
Popularity
referring links
Search Engines
judge how
important a page is
& how relevant to a
search query by the
quantity & type of
inbound links
Internal: links from
top pages to
deeper ones as
well as across
categories
External: links thirdparty sites or sub
domains

41. Content
Titles
Header
s
Body Content
Emphasized
text
Images
Videos

42. How Humans see
How search engine robots
see
But Understand this

43. Keyword Utility

44. Architecture
Architecture

45. Main Things in Architecture

46. Directory Structure suggested by
Google

47. Directory structure google
standard
• Google suggests a “3 Click Rule”:
All pages should be within 3 clicks of the
home page
• To rank better, files like images & PDFs
should have URLs that match the pages
were these are displayed, not on special
subdomains

48. Popularity
Populari
ty

49. Internal Link Building

Internally, the most
authoritative links are
usually:
◦ Home Pages
◦ Main Category
Landing Pages
◦ Popular blogs

Interlink pages to flow link
equity from category
pages down to child
pages and back up
Highest SEO value of links are:
Within blocks of text, not
relying on navigation
(masthead, ANAV, footers)
At top of page’s main content
 Contextually placed links
are better than…
…lists of links that have
lower SEO value 

No need to unnecessarily
repeat Links on Same
Page

50. External Link Building


An external link is a
link that points at an
external domain.
In layman's terms, if
another website links
to you, this is
considered an external
link to your site.
Similarly, if you link out
to another website,
this is also considered
an external link.

51. Link Building Stragies

52. SEM

What is Search Engine Marketing

53. SE
M

Search Engine Marketing is to make
use of search engines to promote your
product/ site in the form of
advertisements when searched.

54. SEM
Types Of SEM
 Google Ad words
 Bing Ads
 Yahoo Ads
 Face book Ads


55. How SEM

How SEM is done?

56. SEM Process
Account
 Campaign
 Ad groups
 Ad copies
 Keywords


57. SEM process

58. SMO

For what SMO is used?

59. SMO

Social Media Optimization

Make use of social media to promote
the product by sharing website

60. Types of social media

Can some one share the social media
types used so far?

61. Types of Social Media
Facebook
 Twitter
 Google plus
 Linked in
 Tumblr
 Stumble upon


62. How Social media works
Facebook – leading social media
where the posts are being shared with
number of likes are leading to no of
conversions
 Twitter – The message is conveyed
within 140 characters with #hash tag
denoting the keyword for the business
 Linked in – Professional network
connecting people.


63. Web Analytics

Why Web Analytics required?

64. Web Analytics

It’s a business intelligence tool to keep
track of user interaction with the web
site.

65. Types of Metrics
8 Basic metrics
 Visits
 Visitors
 Unique Visitors
 New Visitors
 Bounce Rate
 Exit rate
 Time on Site
 Conversion Rate

66. Paradigms of Web Analytics





The What – Clickstream
The How Much – Multiple
Outcome Analysis
The Why –
Experimentation & Testing
What Else - Voice of
Customer
Insights- Final Outcome

67. Information Tracking

What kind of information can be
tracked?

68. Information Tracking

Analytics working

69. Analytics Tracking
Apart from the basic
metrics with
Analytics the
following tracked.
Video
 Flash content
 Mobile devices
 demographics


70. Types of Web Analytics
Google Analytics
 Adobe Omniture Site Catalyst
 Unica


71. Webmasters

Why Webmasters?

72. Webmasters
How your website is crawled by
search engine robots
 Any missing links
 Details about the backlinks that takes
to the site.


73. Future Trends

What are the future expectations?

74. Future Trends
Use of smart phones/ tablets
 Wearable computing
 Cloud computing


76. Growth of industry

Growth of industry in past few years

77. Thanks for participating
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