MODULE 1 INTRODUCTION TO

DIGITAL MARKETING
COURSE INSTRUCTOR –DR. RITTY FRANCIS

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WHY ARE PEOPLE GOING ONLINE?

ü For information on a new product, service or location

ü If they have a question
ü If they are looking for help
ü If they want more information on certain individuals or organizations
ü Meeting attendants
ü Business contacts
ü General information
ü New employees
ü Available jobs

With the constant growth of the web, and more people getting connected every day, digital
marketing has become a necessity for many organizations. This also includes small businesses that
want to trade online and make a name for themselves on the web.

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 Key components
ü Website design (user experience)
ü Search engine optimization (SEO) *
ü Pay per click (PPC) *
ü Social media marketing
ü Email marketing
ü Display advertising
ü Affiliate marketing
ü Content marketing
ü Online reputation management (ORM)

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ü Reaching the right audience
ü To engage with your audience

ü To motivate your audience to take action

ü Efficient spending on your campaign

ü Return on investment (ROI)

Digital marketing is about generating sales and/or

capturing leads from customers who are searching
for answers on the Internet.

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 WEB PRESENCE

A web presence is a location on the World Wide Web where a person, business, or some other entity is
represented. Examples of a web presence for a person could be a personal website, a blog, a profile
page, a wiki page, or a social media point of presence.
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 ELEMENTS OF WEB PRESENCE

Website - A website is a collection of publicly accessible, interlinked Web pages that share a
single domain name.

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 ELEMENTS OF WEB PRESENCE

Blog - A regularly updated website or web page, typically one run by an individual or small
group, that is written in an informal or conversational style.

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 ELEMENTS OF WEB PRESENCE

Newsletter - A newsletter is a printed report

containing news of the activities of a
business or an organization that is sent by
mail regularly to all its members, customers,
employees or people, who are interested
in. Newsletters generally contain one main
topic of interest to its recipients

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 ELEMENTS OF WEB PRESENCE

Social Media - Social media are interactive computer-mediated technologies that facilitate
the creation and sharing of information, ideas, career interests and other forms of expression
via virtual communities and networks

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Create A Professional Website

A well designed website that highlights your quality and professionalism should be the first
step in launching your online presence.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Optimize yourself In Search Results

Search Engine Optimization (SEO) is the science of directing customers to your website via
search engines, the most popular being Google.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Increase Your Traffic With Paid Ads

A relatively easy and quite effective way to drive traffic to your website and boost your
online presence is to use paid search advertising.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Generate Buzz on Social Media

Social media websites and their respective mobile apps are the best ways to get people
talking about your business.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Connect With Blog Influencers

Blog outreach, working with bloggers to create genuine, authentic content to promote your
business, is a public relations-focused tactic whose goal is to create brand awareness
without having to purchase placement for your branded content.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Engage In Online Communities

Online communities are comprised of people who share the same interests as your business.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Link to Your Site on Directories

Having a profile on a local business directory or industry directories, with a link to your
business’s website will increase your chances of being seen by leads and customers.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Inform and Grow Your Audience Using Email

Use email for retention as well as growth, to interact and thank your customers for their
business, advertise offers, and obtain referrals.

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 WAYS TO INCREASE YOUR WEB PRESENCE

v Analyze for Improvement to Increase Your Online

Presence

Increasing your web presence is a continual process that

you can improve upon by analyzing what worked and
what did not, which efforts to repeat and continue and
which to stop or avoid.

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 DIGITAL MARKETING PROCESS

STEP 1
DEVELOPING AN EFFECTIVE DIGITAL MARKETING STRATEGY

Marketing is an investment in the growth of your business, not an expense.

The questions to be answered while developing a strategy are-

Ø What is the purpose of this marketing plan?

Ø What are your goals? What are your objectives?
Ø What marketing challenges have you faced?
Ø Who are your ideal customers and how can you attract them?
Ø Where do potential buyers look for companies like yours?
Ø How much should you invest in a marketing programme?
Ø How is this marketing programme going to provide a positive ROI?

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 DIGITAL MARKETING PROCESS

STEP 2
THE CREATION AND MAINTENANCE OF AN EFFECTIVE WEBSITE PLATFORM

The essentials of the website platform are-

Easy to Navigate
Professional Appearance
Search Engine Friendly
Responsive Design
Easy-to-Update

STEP 3
GENERATE MORE TRAFFIC

By increasing the traffic to your website, you increase the number of opportunities for
visitors to turn into leads.
Blogs, Social onsite, PPC etc. are proven ways to bring new and qualified visitors to
your site
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 DIGITAL MARKETING PROCESS

STEP 4
CONVERT TRAFFIC TO LEADS
It is when you convert the traffic into potential customers. Create attractive offers
and calls to action that appeal to potential buyers at all levels.

STEP 5
CONVERTING LEADS INTO SALES
Its when your potential customers are converted into active customers.

STEP 6
MEASURE EVERYTHING
Most important and final step is measurement. Some components to be measured
are-
• Traffic Statistics
• SEO Success
• PPC Costs and Rates
• Blogging Effectiveness
• Social Media Audience Size and Growth
• Email Subscribers
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 CHANNELS OF DIGITAL MARKETING

Email Marketing

Email marketing is one of the most effective

digital marketing channels. Email marketing
is one segment of internet marketing, which
encompasses online marketing via websites,
social media, blogs, etc. It is essentially the
same as direct mail except that instead of
sending mail through the postal service,
messages are sent electronically via email.
When businesses perform lead generation
and other marketing strategies, they collect
contact information like phone numbers
and email addresses from potential
customers, including permissions to send
them updates and other information
through email.
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 CHANNELS OF DIGITAL MARKETING

Pay-Per-Click Advertising (PPC)

Paid advertising channels like Pay-Per-Click

advertising deliver highly targeted traffic of
potential customers within a very short period of
time. This method however is driven by home
much you are willing to invest in bidding and
placing ad placements, as well as how much
you are willing to pay for acquiring one
customer.
Still, your advertising budget is still within your
control, enabling you to set how much you have
to spend for a day, a week or a month running
your PPC ads. The effectiveness of PPC ads rely
on how well you choose your keywords for
targeting potential customers as well as
optimizing the visual and contextual information
in your ads.
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 CHANNELS OF DIGITAL MARKETING

Search Engine Optimization (SEO)

Almost all people using the Internet are familiar

and are making use of search engines to look for
anything there is they want to know or are
searching for. In fact, up to 93% of online
experiences happening to these people usually
begin by using a search engine. People use
search engines to look for information about a
brand, product or services, and up to 59% of
search engine users each month find a local
business to satisfy a particular need. SEO involves
several activities like keyword research, making
use of both on-page and off-page optimization,
linkable assets creation, organic link building and
other related activities.

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 CHANNELS OF DIGITAL MARKETING

Display Advertising

Many people visit blogs, forums, and other

websites that are interesting or useful to them.
Digital marketers can reach out to these
potential customers by placing relevant display
ads on these third party sites. These include
banners, boxes, interactive ads, video ads,
interstitial ads, overlays and other similar ads
that are linked to a landing page or website.

Display advertising creates greater brand

awareness as well as generate highly targeted
traffic that may convert into leads or sales.
Payments for these display ads are usually
based on Cost-Per-Impression (CPM) which is
usually more cost-effective compared to the
Cost-Per-Click (CPC) scheme typical of PPC
advertising.
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 CHANNELS OF DIGITAL MARKETING

Social Media Marketing (SMM)

Social media is definitely one of the most

phenomenal thing to happen in the digital arena that
business owners and digital marketers can leverage
on to create brand awareness for their products and
services. Through Social Media Marketing (SMM),
digital marketers can reach out to highly targeted
potential customers through direct and person-to-
person engagement.

The number of social media users continue to grow

each day and is expected to increase by up to 26%
more this 2015. Businesses and digital marketers
continue to ride the bandwagon and more than 50%
are planning to increase their SMM budgets this year.
Digital marketers however should select the most
appropriate social network to promote their kind of
business to a particular kind of targeted audience.

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 CHANNELS OF DIGITAL MARKETING

Content Marketing

Content is at the heart of every digital

marketing campaign and is the one major
element that will remain constant despite the
many changes that occur in the marketplace.
With good, high-quality and very relevant
content, your website and other Internet
marketing real estate will generate
considerable inbound traffic from highly
targeted audiences – all of which can be
potential customers. Up to 73% of digital
marketers in the B2B arena are increasing
content marketing activities this 2014. Content
includes text, graphics, videos, and other
related materials people are looking for and
are very interested in.

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 CHANNELS OF DIGITAL MARKETING

Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business

rewards one or more affiliates for each visitor or customer brought by the affiliate's own
marketing efforts. The industry has four core players: the merchant, the network (that
contains offers for the affiliate to choose from and also takes care of the payments), the
publisher (also known as 'the affiliate'), and the customer. The market has grown in
complexity, resulting in the emergence of a secondary tier of players, including affiliate
management agencies, super-affiliates and specialized third party vendors.

Online Public Relations

Online PR can be considered a part of Content Marketing in general for the main
principle is to create promotional content that will be used for generating branding and
creating traffic through exposure in online PR networks. Some of these channels are free
to join while some require some joining/subscription fees before you could publish press
releases.
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 E-Commerce Business Models

E-commerce business models can

generally be categorized into the
following categories.

Ø Business - to - Business (B2B)

Ø Business - to - Consumer (B2C)
Ø Consumer - to - Consumer (C2C)
Ø Consumer - to - Business (C2B)
Ø Business - to - Government (B2G)
Ø Government - to - Business (G2B)
Ø Government - to - Citizen (G2C)

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 E-Commerce Business Models

Business - to - Business

A website following the B2B business model sells its products to an intermediate buyer who
then sells the product to the final customer. As an example, a wholesaler places an order
from a company's website and after receiving the consignment, sells the end product to
the final customer who comes to buy the product
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| 2022-23 Dr.Ritty one of its retail outlets. 31
 E-Commerce Business Models

Business - to - Consumer

A website following the B2C business model sells its products directly to a customer. A customer can
view the products shown on the website. The customer can choose a product and order the same.
The website will then send a notification to the business organization via email and the organization
will dispatch the product/goods to theDigital
customer.
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 E-Commerce Business Models

Consumer - to - Consumer

A website following the C2C business model helps consumers to sell their assets like residential
property, cars, motorcycles, etc., or rent a room by publishing their information on the website.
Website may or may not charge the consumer for its services. Another consumer may opt to buy
the product of the first customer by viewing the |post/advertisement
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 E-Commerce Business Models

Consumer - to - Business

In this model, a consumer approaches a website showing multiple business organizations for a particular service.
The consumer places an estimate of amount he/she wants to spend for a particular service. For example, the
comparison of interest rates of personal loan/car loan provided by various banks via websites. A business
organization who fulfills the consumer's requirement within the specified budget, approaches the customer and
provides its services.
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 E-Commerce Business Models

Business - to - Government

B2G model is a variant of B2B model. Such websites are used by governments to trade
and exchange information with various business organizations. Such websites are
accredited by the government and provide a medium to businesses to submit application
forms to the government.
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 E-Commerce Business Models

Government - to - Business

Governments use B2G model websites to approach business organizations. Such websites
support auctions, tenders, and application submission functionalities.
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 E-Commerce Business Models

Government - to - Citizen

Governments use G2C model websites to approach citizen in general. Such websites support auctions of
vehicles, machinery, or any other material. Such website also provides services like registration for birth, marriage
or death certificates. The main objective of G2C websites is to reduce the average time for fulfilling citizen’s
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 PAYMENT GATEWAYS

A payment gateway is a merchant service provided by an e-commerce application service provider

that authorizes credit card or direct payments processing for e-businesses, online retailers, bricks and
clicks, or traditional brick and mortar. The payment gateway may be provided by a bank to its
customers, but can be provided by a specialized financial service provider as a separate service,
such as a payment service provider.
A payment gateway facilitates a payment transaction by the transfer of information between a
payment portal (such as a website, mobile phone or interactive voice response service) and the
front end processor or acquiring bank.

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PROCESS OF PAYMENT GATEWAYS

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PROCESS OF PAYMENT GATEWAYS

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PROCESS OF PAYMENT GATEWAYS

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