Report (Domain Task)

NAME SANSKAR SAXENA

DOMAIN MARKETING

TOPIC
DIGITAL MARKETING

COLLEGE FOSTIIMA BUSINESS

SCHOOL

DATE 29-05-2023
• What is Digital Marketing?

Digital marketing provides businesses with the opportunity to reach a global audience, target
specific demographics, measure the effectiveness of campaigns through analytics, and adjust
strategies in real-time. It has become an essential component of modern marketing due to the
widespread use of digital technologies and the internet.

 Search Engine Optimization (SEO): The process of optimizing websites or online content to
rank higher in search engine results pages (SERPs) organically. The goal is to increase
visibility and drive organic traffic to a website.

 Pay-Per-Click Advertising (PPC): Advertising model where advertisers pay a fee each time
their ad is clicked. It often involves bidding on keywords to display ads on search engines
or other platforms, driving targeted traffic to a website.

 Content Marketing: Creating and distributing valuable, relevant, and consistent content to
attract and engage a target audience. Content can be in the form of blog posts, articles,
videos, infographics, eBooks, and more.

 Social Media Marketing: Utilizing social media platforms such as Facebook, Twitter,
Instagram, LinkedIn, and others to promote products or services, build brand awareness,
and engage with a target audience.

 Email Marketing: Sending targeted messages and promotional content via email to nurture
leads, build customer relationships, and encourage conversions.

 Influencer Marketing: Collaborating with influential individuals or social media personalities

who have a significant following to promote products or services to their audience.

 Affiliate Marketing: Partnering with affiliates who earn a commission for promoting and
driving sales for products or services through their own marketing efforts.

 Mobile Marketing: Tailoring marketing strategies specifically for mobile devices, including
mobile-optimized websites, mobile apps, SMS marketing, and location-based marketing.

• What are the different techniques of Digital Marketing?

Digital marketing encompasses various techniques and strategies that businesses can employ
to promote their products, services, or brands. Here are some of the key techniques used in
digital marketing:

 Search Engine Optimization (SEO): SEO aims to improve a website's visibility in search
engine results pages (SERPs) organically. It involves optimizing website content, structure,
and technical aspects to rank higher for relevant keywords, attract organic traffic, and
increase visibility.
 Search Engine Marketing (SEM): SEM involves paid advertising to appear in search engine
results. It typically includes pay-per-click (PPC) campaigns where advertisers bid on
  Content Marketing: Content marketing focuses on creating and distributing valuable,
relevant, and engaging content to attract and retain a target audience. Content can be in the
form of blog posts, articles, videos, infographics, podcasts, eBooks, and more. The goal is
to provide value to the audience and build brand authority.

 Social Media Marketing: Social media marketing leverages social media platforms to reach
and engage with a target audience. It involves creating and sharing content, running ads,
and fostering conversations to build brand awareness, drive traffic, and generate leads.
Popular platforms include Facebook, Instagram, Twitter, LinkedIn, and YouTube.

 Email Marketing: Email marketing involves sending targeted messages and promotional
content to a subscriber list via email. It is used to nurture leads, build customer relationships,
promote products or services, and drive conversions. Personalization and segmentation are
crucial to maximize the effectiveness of email campaigns.

 Influencer Marketing: Influencer marketing involves collaborating with influential individuals

or social media personalities who have a significant following and influence over their
audience. Brands partner with influencers to promote their products or services, leveraging
their credibility and reach to reach a wider audience.

 Affiliate Marketing: Affiliate marketing is a performance-based marketing model where

businesses partner with affiliates who promote their products or services in exchange for a
commission. Affiliates earn a commission for each sale or conversion they drive through
their marketing efforts.

 Display Advertising: Display advertising involves placing visual ads on websites, blogs,
apps, and social media platforms. It typically utilizes banners, images, videos, or interactive
ads to capture the attention of the target audience and drive traffic to a website or landing
page.

• How is digital marketing different from internet marketing?

 Digital marketing and internet marketing are often used interchangeably, but there are some
subtle differences between the two.

 Internet marketing is a broader term that encompasses all marketing efforts that take place
on the internet, including digital marketing. It refers to any marketing activities conducted
online, whether they involve digital channels or not. This can include email marketing, online
advertising, search engine marketing, social media marketing, and more.

 On the other hand, digital marketing specifically focuses on marketing activities that are
carried out using digital channels and technologies. It emphasizes the use of electronic
devices, such as computers, smartphones, tablets, and digital platforms to connect with the
target audience. Digital marketing strategies include SEO, content marketing, social media
marketing, email marketing, influencer marketing, and more.

 The distinction between digital marketing and internet marketing is becoming less
pronounced over time as the majority of marketing efforts have shifted to the digital realm.
 Today, digital marketing is often considered the primary form of marketing due to the
prevalence of digital technologies and the widespread use of the internet.

• What is the business significance of digital marketing in current market

scenario?
 Digital marketing plays a crucial role in the current market scenario for several reasons. Here
are some of the key business significances of digital marketing:
 Wider Reach: Digital marketing allows businesses to reach a global audience with minimal
geographical limitations. It provides an opportunity to connect with potential customers from
different regions, expanding the market reach and customer base.
 Targeted Advertising: With digital marketing, businesses can precisely target their audience
based on demographics, interests, behavior, and other relevant factors. This targeted
approach increases the chances of reaching the right customers, maximizing the efficiency
of marketing campaigns and reducing wastage of resources.
 Cost-Effectiveness: Compared to traditional marketing channels like TV, radio, or print
media, digital marketing is often more cost-effective.
 Measurable Results: One of the significant advantages of digital marketing is the ability to
track and measure campaign performance in real-time. Businesses can analyze various
metrics such as website traffic, conversions, engagement rates, click-through rates, and
more.
 Personalization and Customer Engagement: Digital marketing allows businesses to
personalize their messaging and tailor it to specific customer segments. By understanding
customer preferences and behavior through data analysis, businesses can create
personalized experiences, which can lead to higher customer engagement, loyalty, and
ultimately, increased sales.
 Agility and Flexibility: Digital marketing allows businesses to quickly adapt and respond to
market changes, consumer trends, and competitor strategies. Campaigns can be modified,
tested, and optimized in real-time, enabling businesses to be more agile and responsive in
their marketing efforts.

• What is the basic difference between SEO and SEM?

 SEO (Search Engine Optimization):

 SEO refers to the process of optimizing a website to improve its organic (unpaid) search
engine rankings. The primary goal of SEO is to increase organic traffic by making the
website more relevant, authoritative, and accessible to search engines. SEO involves
various techniques and best practices, such as keyword research, on-page optimization,
content creation, link building, and technical optimizations.

 SEM (Search Engine Marketing):

 SEM, on the other hand, encompasses various marketing strategies to increase a website's
visibility in search engine results pages (SERPs) through both paid and unpaid means. SEM
includes SEO as an organic component, but it primarily focuses on paid advertising using
tools like Google Ads.
• Identify 15 Digital Marketing parameters which helps in increasing the
visibility of the website.
 Page Load Speed
 Bounce Rate
 Click-through Rate
 Organic Traffic
 Backlinks
 Conversion Rate
 Social Media Engagement
 Mobile Optimization
 Keyword Rankings
 On-Page SEO Factors
 Content Quality and Relevance
 User Experience (UX)
 Social Proof
 Online Reputation Management:
 Local SEO

• Explain the parameters which have been identified.

 Click-through Rate (CTR): The percentage of users who click on a specific link or ad
compared to the total number of impressions

 Bounce Rate: The percentage of visitors who leave a website without navigating to any other
pages. A lower bounce rate indicates higher engagement and can positively impact visibility.

 Page Load Speed: The time it takes for a webpage to load. Faster load times enhance user
experience and can lead to higher search engine rankings

 User Experience (UX): Providing a seamless and positive experience for website visitors.
Good UX can lead to longer visit durations and increased visibility

 Conversion Rate: The percentage of website visitors who take a desired action (e.g., making
a purchase, signing up for a newsletter). Increasing conversion rates can boost overall
website effectiveness.

 Backlinks: The number and quality of external websites linking to your website. Backlinks
are seen as a vote of confidence by search engines and can improve search rankings.

 Organic Traffic: The number of visitors coming to your website through unpaid (organic)
search engine results. Increasing organic traffic can boost visibility and reach.

 Keyword Rankings: The positions of your website's pages in search engine results for
specific keywords. Higher rankings increase visibility and organic traffic.

 Social Media Engagement: The level of interactions (likes, comments, shares) on social
media platforms. Active engagement can increase brand visibility and reach.
  Mobile Optimization: Ensuring your website is optimized for mobile devices. With the rise in
mobile usage, mobile-friendly websites are prioritized by search engines, leading to
improved visibility.

 Content Quality and Relevance: Creating high-quality, valuable, and relevant content that
meets user search intent.

 On-Page SEO Factors: Optimizing elements on individual web pages, such as meta tags,
headings, URL structure, and internal linking, to improve search engine visibility.

 Social Proof: Demonstrating credibility and trustworthiness through customer reviews,

testimonials, and social media mentions.

 Online Reputation Management: Monitoring and managing online reviews, ratings, and
comments to maintain a positive online reputation.

 Local SEO: Optimizing a website for local search results, including creating a Google My
Business profile and optimizing location-specific keywords. Local SEO can increase visibility
for location-based searches.

• Compare Outlook India with 2 of its segment based competitors. The basis
of comparison should be the digital marketing parameters

PARAMETERS OUTLOOK INDIA INDIA TODAY THE WEEK

TOTAL VISITS 16.5M 72.2M 3.3M

BOUNCE RATE 74.96% 66.5% 54.45%

ORGANIC TRAFFIC 85.16% 69% 32.4%

KEYWORD RANKING 222 16 244

PAGE PER VISITS 1.74 1.68 4.66

 Recommendations -
• Outlook India need to improve their page visit and footprints trough more
marketing and advertisement links
• They must create their content more specific to create a better ranking on the
global level
• Compare Outlook Business with 2 of its segment based competitors. The
basis of comparison should be the digital marketing parameters

PARAMETERS OUTLOOKBUSINESS BUSINESS TODAY THE FORBES

TOTAL VISITS 44.8k 14.6M 791k

BOUNCE RATE 61.06% 62.99% 79.36%

ORGANIC TRAFFIC 95% 63.01% 67.2%

KEYWORD RANKING 1964 6 323

PAGE PER VISITS 0.78 1.52 1.78

 Recommendations –
• Outlook Business must focus on their Promotional team as they are lacking
in comparison to their competitors to reach out people

• Compare Outlook Money with 2 of its segment based competitors. The

basis of comparison should be the digital marketing parameters

PARAMETERS OUTLOOKMONEY MONEY CONTROL DALAL STREET

TOTAL VISITS 31.6k 73.9M 609k

BOUNCE RATE 85.6% 51.39% 66.42%

ORGANIC TRAFFIC 54.07% 38.5% 62.15

KEYWORD RANKING 779 1 179

PAGE PER VISITS 1.65 4.25 1.91

 Recommendations –
• Outlook Money must focus on their Promotional team as they are lacking in
comparison to their competitors to reach out people
• Analyse the presence of Outlook India with 2 segment based competitors on
the platforms of Instagram, Twitter, Linkedin, Youtube.

Parameters Outlook India India Today The Week

Average number of
likes per post NA 3 4.18 6 1.4K 100 4.4K 7 7 4 5.21 5

Average number of
comments per post NA 2 4 4 73 6 50 13 4 5 3 3

Average number of
posts per day NA 7 9.2 8 80 33 37 30 18 11 6 14

Average number of
stories per day NA 7 11 8 8 8 10 8 9 6 5 7

Average number of
Customer
Engagement NA 3 2 3 5 9 13 13 3 3 4 3
Activities per week

• Analyse the presence of Outlook Money with 2 segment based competitors

on the platforms of Instagram, Twitter, Linkedin, Youtube.

Parameters Outlook Money Economic Times Business Standard

Average number of
likes per post 8 3 6 3 18.71 6 800 12 11 7 743 7

Average number of
comments per post 5 2 2 3 5 3 23 6 5 3 11 4

Average number of
posts per day 6.31 2 2 2 21 48 70 57 7.94 36 8 28

Average number of
stories per day 4 0 2 3 4 5 9 7 8 3 14 9
Average number of
Customer
Engagement 3 2 5 2 3 3 6 3 5 0 5 4
Activities per week

13. Analyze the presence of Outlook Business with 2 segment based

competitors on the platforms of Instagram, Twitter, LinkedIn, Youtube.

Parameters Outlook Business Forbes India Business Today

Average number of
likes per post 16.7 NA 37 7 34 7 456 7 35 15 49.6 8
Average number of
comments per post 5 NA 3 3 7 4 18 2 4 8 6 3
Average number of
posts per day 6.31 NA 4 17 1.73 9 3 19 21 23 31.6 46.2
Average number of
stories per day 4 NA 2 3 6 3 5 3 9.21 5 12.8 8
Average number of
Customer
Engagement 3 NA 4 2 2 3 4 3 3 2 5 3
Activities per week

13. Recommendations for the Outlook India, Outlook Business, Outlook

Money.

• Content Marketing: Develop a robust content marketing strategy by creating high-quality

and engaging content across various formats such as articles, videos, podcasts, and
infographics. Focus on topics that resonate with your target audience and optimize your
content for search engines to increase visibility and organic traffic.

• Social Media Marketing: Leverage popular social media platforms like Facebook, Twitter,
Instagram, and LinkedIn to promote your content, engage with your audience, and build brand
awareness. Use a mix of organic posts, paid advertising, and influencer collaborations to
reach a wider audience.
• Email Marketing: Build an email list of subscribers who are interested in receiving updates
from Outlook India. Send out regular newsletters, personalized content recommendations,
and exclusive offers to keep your audience engaged and drive traffic back to your website.

• Search Engine Optimization (SEO): Optimize your website and content for search engines
to improve your organic search rankings. Perform keyword research to understand what your
audience is searching for and incorporate those keywords into your website's metadata,
headings, and content. Focus on providing valuable information and improving the user
experience.

• Mobile Optimization: Ensure that your website is mobile-friendly and responsive, as a

significant portion of internet users access content through mobile devices. Optimize page
load times, simplify navigation, and use responsive design techniques to enhance the mobile
user experience
.
• Podcasts and Video Content: Capitalize on the growing popularity of podcasts and video
content by creating informative and engaging audio/video content. Host interviews,
discussions, and expert analysis related to topics of interest to your target audience.

• Collaboration and Partnerships: Collaborate with other reputable brands, influencers, and
industry experts to reach new audiences and build credibility. Guest posting, cross-
promotions, and co-branded content can help expand your reach and tap into new markets.

********************