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11 Digital Marketing - Search Engine Optimization (SEO)

The document discusses digital marketing, search engine optimization (SEO), and search engine marketing (SEM). It provides an overview of how digital marketing has evolved with new technologies and the importance of online presence and digital assets for companies. SEO and SEM are important domains for digital marketing.

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Om Chandwadkar
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63 views1 page

11 Digital Marketing - Search Engine Optimization (SEO)

The document discusses digital marketing, search engine optimization (SEO), and search engine marketing (SEM). It provides an overview of how digital marketing has evolved with new technologies and the importance of online presence and digital assets for companies. SEO and SEM are important domains for digital marketing.

Uploaded by

Om Chandwadkar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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International Research Journal of Innovations in Engineering and Technology (IRJIET)

ISSN (online): 2581-3048


Volume 5, Issue 12, pp 17-21, December-2021
https://doi.org/10.47001/IRJIET/2021.512004

Digital Marketing - Search Engine Optimization (SEO)


and Search Engine Marketing (SEM)
1
Aarchi Panchal, 2Akshita Shah, 3Krishna Kansara
1,2
Student, Shri Bhagubhai Mafatlal Polytechnic, Dept. of Information Technology, Mumbai, India
3
Professor, Shri Bhagubhai Mafatlal Polytechnic, Dept. of Information Technology, Mumbai, India
Email IDs: [email protected], [email protected], [email protected]

Abstract - Marketing has evolved since the time human long term relationships and encourage repeat purchases.
started trading, with the rapid development in technology Various social media campaigns are proven to be cost
there is a shift towards digitalization. Search Engine effective with beneficiary results. [PinakiMandal, Prof. Nitin
Optimization (SEO) and Search Engine Marketing (SEM) Joshi, el at 2015].For any online marketing activity, content
are domains of highest priority when dealing with digital and graphics play a great role according to customer
marketing. In recent times marketing strategies have been psychology.
shaped by technologies such as AI, Big Data, IOT, Ml have
evolved to a great extent with beneficial responses for an This paper consists of the following sections – I.
organization’s growth. The aim of this survey paper is to Introduction, II. Related Work,III. SEO and SEM, IV. Current
give an overview of research on evolution of digital Research and V. Conclusion.
marketing, SEO and SEM strategies and differentiating
amongst various tools and techniques.

Keywords: Digital Marketing, Search Engine Marketing,


Search Engine Optimization, Digital Marketing Assets.

I. INTRODUCTION

Marketing has evolved day by day but with the world


coming online and with the increase in digital technologies, it
has shifted its focus on digitalization. Out of all modern
marketing techniques and tools, digital marketing resources,
channels and social media becomes the most interactive,
attractive and essential.

Digital Marketing has become one of the most important


marketing mix over the past few years as companies and Figure 1: Various components of digital marketing
organizations are realizing the importance of a good online
presence, it has been effective for their growth in terms of A. Digital Marketing Assets
sales and creating an innovative presence online
Digital Marketing Asset is any tool you use online, one or
[PinakiMandal, Prof. Nitin Joshi, el at 2015]. Digital
marketing can be termed as an approach for the development more of such common examples are – social media profiles, a
fully optimized website, images and video contents, blogposts
of brand, product or service online. There’s a saying by Bill
and ebooks. With tech advancements such as AI and machine
Gates that, “If your Business is not on the internet then your
business will be out of business”. learning, marketers are better equipped with the marketing
technology needed to reach consumers on digital devices at
To have an effective online presence, any organization or a just the right moment. This is opposed to traditional marketing
company needs a strong strategy designed using the correct methods – which have to be planned and placed well in
technologies to help marketing activities in order to improve advance. The digital marketing trends are moving from
customer knowledge by matching their needs is digital passive advertising to active engagement with social
marketing. Companies can use the internet to provide ongoing networking pages, its quality rather than quantity [Esinmukul,
information, service, and support. It also creates positive GulcinBuyukozkan, el at 2019].
interaction with customers that can serve as the foundation for

© 2021-2017 IRJIET All Rights Reserved www.irjiet.com 17

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