Sr No.

Topic

1. What is Digital Marketing

2. Fundamentals of Digital Marketing
3. What is Social Media Optimization (SMO)
4. Search Engine Marketing (SEM)
5. SEM vs. SEO
6. Some important Abbreviations and acronyms
7. What is Google Ads
8. How Google Ads Work
9. Types of Google Ads
10. What are Facebook Ads
11. Types of Facebook Ads
12. The Energence of digital marketing in india
13. Present Scenario of digital marketing
14. Future of digital marketing
15. What is Ecommerce
16. Types of Ecommerce Models
17. Example of Ecommerce
18. Uses of Ecommerce
19. Most common Application Of Ecommerce
20. Top 10 Ecommerce Sites in India
21. Online Branding –Definition
22. Key Factor of Online Branding
23. 7 Types of Online Branding
24. E-retail Marketing strategies
25. Requirements for an Amazon Seller Accounts
26. Adding your product as per categories
27. Youtube Marketing
28. Some important abbreviations and acronyms used inDigital Marketing Industry
What is digital marketing?
Digital marketing is marketing your product, whether a good or service, through
digital means. It involves marketing through online mediums and can be
understood as the opposite of traditional marketing.

Digital marketing constitutes all the modern marketing techniques and is a

growing marketing trend, which is why it is important to learn about the
fundamentals of digital marketing. It has opened many avenues for different
organizations, and every brand has to imperatively employ digital marketing
techniques for leading their business successfully, Also a career in Digital
Marketing is in huge demand.

Why is digital marketing important?

There were 624.0 million internet users and 448.0 million social media users in
India in January 2021. The number of social media users in India was equivalent
to 32.3% of the total population. Now, if we consider this number, then we
would easily get the answer to the question of why digital marketing is
important.

When 32.3% of the population is on social media, then it is only smart to use
that medium for your benefit. There are many reasons why digital marketing has
been booming.

1. Wider audience- With traditional methods of marketing, your efforts get

limited to a particular demographic but with digital marketing, your
presence can be felt globally, hence reaching a wider audience.
2. Compete with the big forces- If Reliance is on social media, so can be
you. Now the marketing opportunities are not limited to big businesses
alone, but anyone can use digital marketing methods for their benefit,
hence placing a small brand also in the major leagues.
3. Reach potential customers- Earlier it was difficult to reach out to
potential customers, but with the efforts of digital marketing it has
become easy to identify and reach the target audience. Targeting the
potential audience will yield better results.
4. Track the reach- Traditional marketing methods were hard to track. It is
difficult to track how many people saw a particular billboard and
ultimately made the purchase, but with digital marketing, it is possible
with various tools that help to track the social media presence, website
activity, etc.
5. Return on Investment- Based on the Litmus report, email marketing
ROI stands at 4,200% or 42x. For every dollar brands invest in email
 marketing, they receive $42 in return. This is the kind of return we are
talking about. It is huge and hence it would be a great decision to invest
in digital marketing opportunities and see your business grow.

Fundamentals of Digital Marketing

1. SEO

The first and the most inexpensive part of the fundamentals of digital marketing
is SEO which stands for Search Engine Optimization. It is one of the best and
simplest ways to increase a brand‘s visibility.
SEO can be explained as the process of optimizing the content through the
strategic use of keywords and complying with the algorithm of search engines
so that during a search on Google, Bing, Yahoo, or any other search engine,
they index the content and show it to the right people.

The more visibility one can get through a search, the more are the chances of
attracting traffic and potential consumers. This explains why understanding
SEO is important. The Internet has become the top medium for people to get
information, so if businesses want to get noticed and get ranked on a search,
they have to invest in SEO activities.

SEO is the organic way of gaining traffic. It is through the bots that Google or
any other search engine uses that indexes the content. The bots crawl the web,
and using various algorithms, they analyze the content index and then decide in
which order the content would appear in the search results.

While SEO can be done free of cost, you can also invest in SEM practices.
Search engine marketing is a paid advertising practice to increase visibility on
SERP. Get to know more about it with the free Search EngineMarketing course.

Social Media Marketing

Using social media platforms to market a product or a service is social media
marketing. It is the easiest and most effective way to connect with the target
audience. We all have witnessed the power that social media holds. The impact
of social media on our opinions is immense. There are millions of people on
social media swaying others with their opinions, and if brands use this fact for
their benefit, then that becomes social media marketing.
Also, in comparison to the before-mentioned fundamentals, social media
marketing can be adopted by any brand size, small or big. If you are running a
business in 2021, then make sure that your presence is felt on social media.

Every brand should aim to stay relevant on social media and be equipped with
the knowledge of current trends. Social media marketing also allows the brands
the opportunity to track the reach of their content, and with the various tools that
are offered by the social media platforms themselves, it has become very easy
for the brands to identify patterns and find what works best for them and where
they can improve.

What Is Social Media Optimization (SMO)?

Social media optimization (SMO) is the use of social media networks to
manage and grow an organization‘s message and online presence. As a digital
marketing strategy, social media optimization can be used to increase
awareness of new products and services, connect with customers, and mitigate
potential damaging news.

Understanding Social Media Optimization (SMO)

For many years, search engine optimization (SEO) was the standard for digital
marketing efforts. While social media optimization and search engine
optimization have similar goals—to generate web traffic and increase
awareness for a company's website—search engine optimization is the process
of increasing the quality and quantity of website traffic by increasing the
visibility of a website or a webpage to users of a web search engine, especially
Google.

More recently, social media marketing has come to the fore, at times
converging with SEO and in some instances replacing it as the most effective
way to strengthen a brand, conduct lead generation, increase a company's
visibility in the online space, and connect to an audience. Various social
media platforms can be used for digital marketing, including Facebook,
Twitter, Instagram, Snapchat, YouTube, Pinterest, and TikTok.

Social media optimization often directs the public from these social media
platforms to the company's website, where more information can be provided.
For example, a campaign to raise awareness about a new automobile on social
media may direct the visitor to a company webpage that provides information
about where local dealerships are located and how to schedule a test drive.
Search Engine Marketing (SEM):
Search engine marketing, or SEM, is one of the most effective ways to
growyour business in an increasingly competitive marketplace. With millions of
businesses out there all vying for the same eyeballs, it‘s never been more
important to advertise online, and search engine marketing is the most effective
way to promote your products and grow your business.

In this guide, you‘ll learn an overview of search engine marketing basics as well
as some tips and strategies for doing search engine marketing right.

SEM vs. SEO

SEM is a digital marketing strategy used to increase your site's visibility in
search results. This can include both paid and organic (SEO) efforts.

While SEM broadly covers more than just paid marketing, it‘s often also
referred to as pay-per-click (PPC) marketing. This is a business model where
marketers pay each time someone clicks their ad.

SEO, on the other hand, refers to organic results—i.e., ―free‖ traffic as a result
of providing relevant, useful content that ranks well on Google.

An effective SEO strategy can help you earn long-term traffic, while search
engine ads can help improve your visibility and earn clicks from people ready to
buy your product.

While SEM is a nuanced term, we‘ll focus on using it to reference a paid search
strategy from here on out.

Some important abbreviations and acronyms used in

Digital Marketing Industry
1. Google My Business (GMB)
GMB is a free tool that keeps your business‗s online presence organized across
Google, including in the Search and Maps sections.
2. Cost Per Click (CPC)
Cost Per Click (CPC) is the amount that you pay when somebody clicks on
your ad. The cost can vary based on your industry, location and quality score.

3. Cost Per Action/Acquisition (CPA)

This paid advertising acronym can either be Cost Per Action or Cost Per
Acquisition (CPA). For this model, you pay for a specific action or acquisition,
such as a sale, click or when a form is submitted.

4. Cost Per Thousand Impressions (CPM)

For CPM, you will only pay when your ad is seen in increments of one
thousand. Typically, this payment model is used for paid advertising campaigns
that revolve around social media and brand awareness strategies.

5. Cost Per Lead (CPL)

CPL is a different type of payment model in which you pay based on the
number of leads that are generated.

6. Click-Through Rate (CTR)

With paid advertising, CTR measures the number of clicks you receive on your
ads based on the number of impressions. To put it in layman‗s terms, it‗s the
rate your ads are clicked.

7. Pay Per Click (PPC)

Pay Per Click (PPC) is when someone clicks on your ad when you‗re running a
paid search campaign. In general, this is a common way to describe paid
advertising.

8. Return on Investment (ROI)

ROI isn‗t a digital marketing specific acronym, but we do use it a lot when
talking about analyzing the results of campaigns and strategies. To sum it up,
ROI means how much money are you getting back from your digital marketing
campaigns.
9. Business to Business (B2B)/Business to Consumer (B2C)
Although these acronyms are straightforward, they‗re popular! B2B means that
a business is selling to other businesses, while B2C means that businesses are
selling to consumers. For example, RevLocal is B2B while Target is B2C.

10. Search Engine Optimization (SEO)

You may have heard of this acronym before, so you may already know what it
means. SEO is the process of optimizing your website with the goal of receiving
organic or local traffic

11. Search Engine Marketing (SEM)

Although it may seem similar to SEO, SEM is a type of online marketing that
uses paid advertising along with website optimization to increase your website
ranking on the search results page.

12. Call to Action (CTA)

Simply put, a CTA is something that you want your current or potential
customers to do. You encourage them to complete an action by using an
enticing statement. You could tell them to schedule an appointment, make a
purchase, sign up for their blog and so on. CTAs are used on websites, emails,
social media posts, etc.

13. Customer/User Experience (CX/UX)

This acronym combination is a little complicated. Customer Experience (CX)
incorporates all interactions someone has with your brand, while User
Experience (UX) includes interaction with a product. While they may seem
similar, you shouldn‗t use the acronyms interchangeably. Think of it like this
UX is a part of CX.

14. Name, Address, Phone Number (NAP)

When someone says NAP, they don‗t mean you need to go take one, at least in
marketing. The acronym NAP is used to quickly refer to your business Name,
Address and Phone number. You‗ll commonly hear people say, ―Your NAP
needs to be consistent across all listings.‖ It can be a mouthful to spell out or say
Name, Address and Phone number every time, so that‗s why they use NAP
instead. Sometimes it is also referred to as NAPU (the U stands for URL).
15. Search Engine Results Page (SERP)
When you complete a search in a search engine, such as Google, the page that
appears after you do the search is called the Search Engine Results Page
(SERP). Similar to the last acronym, it can be a mouthful, so many people refer
to it as SERP.

What is Google Ads?

Google Ads is a paid online advertising platform offered by Google.

Originally called Google Adwords, the search engine company rebranded the
service as Google Ads in 2018.

The way it works remains essentially the same: When users search a keyword,
they get the results of their query on a search engine results page (SERP). Those
results can include a paid advertisement that targeted that keyword.

How Google Ads work

Google Ads operates under a pay-per-click (PPC) model. That means marketers
target a specific keyword on Google and make bids on the keyword —
competing with others also targeting the keyword.

The bids you make are ―maximum bids‖ — or the maximum you‘re willing to
pay for an ad.

For example, if your maximum bid is $4 and Google determines that your cost
per click is $2, then you get that ad placement! If they determine that it‘s more
than $4, you do not get the ad placement.

Alternatively, you can set a maximum daily budget for your ad. You‘ll never
spend more than a specific amount for that ad per day, helping you get a better
sense of how much you should budget for your digital ad campaign.
Types of Google Ads
Google offers a variety of different campaign types that you can use:

 Search campaign
 Display campaign
 Shopping campaign
 Video campaign
 App campaign
Let‘s take a look at each campaign type now to see how they work—and which
you should choose.

Search campaign
Search campaign ads appear as a text ad in the results page for the keyword.

For example, here are the search campaign ads for the keyword ―laptops‖:

These are the ads you‘re probably most familiar with. They appear on the search
result page with the black ―Ad‖ symbol next to the URL.
As you can see, though, text based ads aren‘t the only type of ads in the Search
Network. You can also have your ads appear in Google Shopping. That brings
us to…

Display campaign
The Display Network leverages Google‘s vast website partners to showcase
your ad on different websites all over the Internet.

And there are a variety of different ways they appear. First, your ad can appear
on on third-party websites like so:

You can also have a video ad appear as a pre-roll before YouTube videos:
Google also allows you to advertise your ad on its email platform Gmail:

Finally, you can have your ad appear in third-party apps on Google‘s app
network:

Shopping campaign
A shopping campaign allows you to promote your products in a much more
visual way.

These ads can appear as images on the search results page:

And they can appear in Google Shopping:

If you have a physical product, Google Shopping ads can get qualified leads by
showcasing your product directly to customers.
Video campaign
These are ads that appear in the front of YouTube videos in the form of pre-
rolls.

―Wait didn‘t we just cover this with the Display Network?‖

We did! But Google offers the option of choosing video ads specifically, rather
than more broadly advertise on the Display Network.

This is perfect if you have a great video ad idea you want to test out.

The video campaign ads come in a variety of different forms. There are
skippable video ads like the one above. There are unskippable ads like this one:

App campaign
Like video ads, app ads are also included in the Display Network but can be
used for targeted campaigns.
For this, you don‘t design each individual app ad. Instead, they‘ll take your text
and assets such as photos and they‘ll furnish the ad for you.

The algorithm tests different asset combinations and uses the one that performs
the best more often.

What are Facebook ads?

Facebook ads are paid posts that businesses use to promote their products or
services to Facebook users.

Facebook ads are usually targeted to users based on their:

 Demographics
 Location
 Interests
 Other profile information
Businesses set an ad budget and bid for each click or thousand impressions the
ad receives.
Like Instagram, Facebook ads appear throughout the app, including in users‘
feeds, Stories, Messenger, Marketplace, and more. They look similar to normal
posts but always include a ―sponsored‖ label to show they‘re an ad. Facebook
ads include more features than regular posts, like CTA buttons, links, and
product catalogs.

To get your brand in front of more users, ads should be a component of

any Facebook marketing strategy.

How much does it cost to advertise on Facebook?

There‘s no hard and fast rule when it comes to Facebook ad budgets. The cost of
Facebook ads depends on several variable factors, including:

 Audience targeting. It usually costs more to put your ads in front of a

narrower audience as opposed to a broader one.
 Ad placement. Costs can change between ads shown on Facebook and
Instagram.
 Campaign duration. The number of days and hours a campaign lasts
impacts the final cost.
 Competitiveness of your industry. Some industries are more competitive
than others for ad space. Ad costs usually increase the higher the product
price is or how valuable the lead you‘re trying to capture is.
 Time of year. Ad costs can fluctuate during different seasons, holidays, or
other industry-specific events.
 Time of day. On average, CPC is lowest between midnight and 6 am in any
timezone.
 Location. Average ad costs per country vary widely.

Setting campaign costs according to objectives

Setting the right campaign objective is the most important thing you can do to
control Facebook ad costs. Getting this right also increases your chance of
success.

Cost-per-click benchmarks vary according to each campaign objective. There

are five core campaign objectives to choose from:
 Conversions
 Impressions
 Reach
 Link clicks
 Lead generation
Average cost-per-click varies between different Facebook ad campaign
objectives. For example, on average, an impressions campaign objective
costs $1.85 per click, while a campaign with a conversions objective costs $0.87
per click.

Choosing the right objective for your campaign is key to reaching goals while
lowering costs.

Types of Facebook ads

Marketers can choose between different Facebook ad types and formats to suit
their campaign goals, including:

 Image
 Video
 Carousel
 Instant Experience
 Collection
 Lead
 Slideshow
 Stories
 Messenger
The wide range of Facebook ad formats means you can choose the best ad type
that matches your business goal. Each ad has a different set of CTAs to guide
users to the next steps.
Here are each of Facebook’s ad formats explained in more detail:

Image ads
Image ads are Facebook‘s most basic ad format. They let businesses use single
images to promote their products, services, or brand. Image ads can be used
across different ad types, placements, and aspect ratios.

Image ads are a good fit for campaigns with strong visual content that can be
shown in just one image. These images could be made from illustrations,
design, or photography.

You can create one with just a few clicks by boosting an existing post with an
image from your Facebook Page.

Image ads are simple to make and can successfully display your offering if you
use high-quality imagery. They‘re suitable for any stage of the sales funnel —
whether you want to boost brand awareness or promote a new product launch to
increase sales.

Image ads can be limiting — you only have a single image to get your message
across. If you need to display multiple products or show how your product
works, the single image ad format isn‘t the best choice.

Video ads
Just like image ads, video ads on Facebook let businesses use a single video to
showcase their products, services, or brand.

They‘re especially helpful for product demos, tutorials, and showcasing moving
elements.

Video can be up to 240 minutes long, but that doesn‘t mean you should use that
time! Shorter videos are usually more engaging. Facebook recommends sticking
to videos under 15 seconds.

Video ads can add some movement to any user‘s feed, like this short and sweet
video ad from Taco Bell:
The downside of video ads is that they‘re time-consuming to make and can
become expensive. A carousel or image ad may be a better fit for simple
messages or products not requiring demos.

Carousel ads
Carousel ads showcase up to ten images or videos that users can click through.
Each has its own headline, description, or link.

Carousels are a great choice for displaying a series of different products. Each
image in the carousel can even have its own landing page that‘s specifically
built for that product or service.

This Facebook ad format is also helpful for guiding users through a process or
showcasing a series of related products by separating each part across different
sections of your carousel.

Instant Experience ads

Instant Experience ads, previously known as Canvas Ads, are mobile-only
interactive ads that let users engage with your promoted content on Facebook.

Using Instant Experience ads, users can tap through a carousel display of
images, shift the screen in different directions, as well as zoom in or out of
content.

Facebook suggests using five to seven images and videos in each Instant
Experience ad for the best chances of engagement. Premade templates also help
you save time and repeat your key theme throughout the ad.

Collection ads
Collection ads are kind of like immersive carousels — taking the user
experience a step up. Collection ads are mobile window-shopping experiences
where users can flick through your product lineup. More customizable than
Carousels, they‘re also full screen. Users can purchase products directly from
the Collection ad.

Businesses can also choose to let Facebook algorithms select which products
from your catalog are included for each user.
Collection ads are a great choice for large businesses that sell a variety of
products and services. Smaller businesses with a more limited product line may
be better suited to other ad types like Carousels.

Lead ads
Lead ads are only available for mobile devices. That‘s because they‘re
specifically designed to make it easy for people to give you their contact
information without a lot of typing.

They‘re great for collecting newsletter subscriptions, signing someone up for a

trial of your product, or allowing people to ask for more information from
you. Several automakers have successfully used them to encourage test drives.

Slideshow ads
Slideshow ads are composed of 3-10 images or a single video that plays in a
slideshow. These ads are a great alternative to video ads because they use up to
five times less data than videos. That makes slideshow ads a top choice for
markets where people have slower internet connections.

Slideshow ads are also a great way to get started for people without video-
making experience.

Stories ads
Mobile phones are meant to be held vertically. Stories ads are a mobile-only
full-screen vertical video format that allows you to maximize screen real estate
without expecting viewers to turn their screens.

Right now, 62% of people in the US say they plan to use Stories even more in
the future than they do today.

Stories can be made up of Images, videos, and even carousels.

Here‘s an example of a video made into a Story ad:

Stories provide more creative freedom than regular image or video ads.
Businesses can play around with emojis, stickers, filters, video effects, and even
augmented reality.
The drawback of Facebook Stories is that they‘re not placed in Facebook feeds,
so users may not see them as much as other Facebook ad formats.

Facebook Stories also require different formatting than video or image ads, so
you may need to create original content just for Stories.

Messenger ads
Messenger ads show up in Facebook‘s messenger tab. Since it‘s where people
spend time chatting with friends and family, Messenger ads feel more personal
than scrolling through Image or video ads.

People see your Messenger ads among their conversations and can tap to start a
conversation with your brand. These ads are a great way of getting people to
interact with your brand. For smaller businesses promoting local products or
services, Messenger ads can help start the conversation.

The emergence of Digital Marketing in India

If we look back to history, we see, digital marketing growth in India doesn‘t
take place overnight. It was the surge of the internet in India, quite an event
itself which made the entry of digital marketing in the country. The year was
1996 when very few people came across the word ―digital marketing‖.

Gradually in 2000, people in India became more acquainted with SEO and
digital marketing. But digital marketing is nothing but online marketing or e-
marketing which needs a strong internet foundation everywhere.

At that time internet was not a matter available at the fingertip, even one
couldn‘t think of full-fledged digital marketing growth in India whether it would
be possible or not. So, despite being interested, people waited for the moment
when the real growth would take its proper shape.

Present Scenario of Digital Marketing

The movement of digitalization is perhaps the most fast-moving event in the
history of any innovation. It has reached 50 percent of the population of the
developing country within almost two decades which sounds fascinating.

Today India believes that digital marketing is the lifeline of business and its
multiple channels like SEO, content marketing, PPC, social media marketing,
etc play a very important role to enhance communication, sales, exposure, and
reach.

But like any other expert, a proficient digital marketer also needs to know every
know-how of digital marketing, occurring with the change of time and upgrade
his skills and learn more.

So, with growing need, digital marketing agencies have introduced a few new
trends of digital marketing that have made an appearance to shape the digital
marketing growth in India in a more happening way. Some of the amazing
futuristic digital marketing
trends are-

· Artificial Intelligence (AI)

· Augmented Reality (AR)
· Voice Search Optimization
· Programmatic Advertising
· Chatbots
· Personalization
· Automated & Personalized E-Mail Marketing
· Marketing Automation
· Micro-Influencers
· User Generated Content
· Geofencing
· Omnichannel Marketing
· Video Marketing
· Instagram Reels

Future Of Digital Marketing

If we discuss the future of digital marketing in India, it is seen that the growth of
digital marketing in India is very much prospective in the future too. Data says
India ranks second in the world on the internet using list, just after China. By
2023, it is predicted that in India, there will be more than 650 million & by
2025, 900 million internet users which is a massive number and can build easily
a strong digital ecosystem in the country.

Over the last few years, small towns and the rural belts of the nation have
shown a noteworthy digital drive, according to a report which is 31 % of the
population, adopting the internet actively in life. In fact, by 2025, rural India
will precede urban India in terms of internet usage.
 As per data, 67% of the urban population is using internet listing, Maharashtra
at the top, Goa at second, Kerala at third, and Bihar at the last, followed by
Chhattisgarh and Jharkhand. Moreover, we can see a direct impact of the Covid
19 pandemic on online marketing platforms.

It has accelerated the digitalization of the nation by generating 100 million

consumers towards a digital platform. Digitalization can be considered as the
new concept of progress and it is the pillar of the economy, triggering
promotion, reach, sales and payments everything under one niche.

Digital marketing in India is going to be happening at a faster rate and the new
trends are just about to show their magical performance in the online marketing
sector. Study says, video, voice, and vernacular, the 3 v‘s can be proved as a
game-changer for digital marketing in the coming years.

Even the government of India has started the campaign ―Digital India‖ with a
mission to transform the entire country into a digitalized one. Digital marketing
is also a very cost-effective and affordable means if we compare it with other
marketing platforms. For example, quality content on social media can entertain
& engage a good number of people but in a pocket-friendly way.

What is Ecommerce?

Ecommerce, also known as electronic commerce or internet commerce, refers to

the buying and selling of goods or services using the internet, and the transfer of
money and data to execute these transactions. Ecommerce is often used to refer
to the sale of physical products online, but it can also describe any kind of
commercial transaction that is facilitated through the internet.

Whereas e-business refers to all aspects of operating an online business,

ecommerce refers specifically to the transaction of goods and services.

The history of ecommerce begins with the first ever online sale: on the August
11, 1994 a man sold a CD by the band Sting to his friend through his website
NetMarket, an American retail platform. This is the first example of a consumer
purchasing a product from a business through the World Wide Web—or
―ecommerce‖ as we commonly know it today.

Since then, ecommerce has evolved to make products easier to discover and
purchase through online retailers and marketplaces. Independent freelancers,
small businesses, and large corporations have all benefited from ecommerce,
which enables them to sell their goods and services at a scale that was not
possible with traditional offline retail.

Types of Ecommerce Models

There are four main types of ecommerce models that can describe almost every
transaction that takes place between consumers and businesses.

If you're starting an ecommerce business, odds are you'll fall into at least one of
these four general categories. Each has its benefits and challenges, and many
companies simultaneously operate in several.

Knowing what bucket your idea fits in can help you think creatively about what
your opportunities and threats might be.

No matter your growth stage or business model, BigCommerce can position

your business for its maximum potential. If you're interested in learning more,
contact sales to request a demo.

B2C (Business-to-consumer).
B2C businesses sell directly to their end-users. Anything you buy in an online
store as a consumer — from wardrobe and household supplies to entertainment
— is done as part of a B2C transaction.

The decision-making process for a B2C purchase is much shorter than a

business-to-business (B2B) purchase, especially for lower-value items. Because
of this shorter sales cycle, B2C businesses typically spend less marketing dollars
to make a sale while having a lower average order value and fewer recurring
orders than their B2B counterparts.

B2C includes both products and services as well. B2C innovators have
leveraged technology like mobile apps, native advertising and remarketing to
market directly to their customers and make their lives easier.

B2B (Business-to-business).
In a B2B business model, a business sells its product or service to another
business. Sometimes the buyer is the end-user, but often the buyer resells to the
consumer. B2B transactions generally have a longer sales cycle, but higher-
order value and more recurring purchases.
Recent B2B innovators have made a place for themselves by replacing catalogs
and order sheets with ecommerce storefronts and improved targeting in niche
markets.

In 2021, 60% of B2B buyers were millennials — nearly double the amount from
2012. As younger generations enter the age of making business transactions,
B2B selling in the online space is becoming more important.

B2B2C (Business-to-business-to-consumer).
B2B2C stands for Business-to-Business-to-Consumer. It is a business model
where a company sells its product or service in partnership with another
organization to an end customer.

Unlike when you white label a product — where a company rebrands an item to
present it as its own — the end customer understands that they are buying a
product or using a service from the original company

B2G (Business-to-government).
Business-to-government (B2G) is an ecommerce model where a business sells
and markets its products to government entities or public administrations —
whether local, county, state or federal.

This model relies on the successful bidding of government contracts. A

government agency will typically put up a request for proposal (RFP) and
ecommerce businesses will have to bid on these projects.

While a more secure business model, B2G differs from other businesses or
consumers. The bureaucratic nature of government agencies often leads to a
much more glacial pace, which can limit potential revenue streams.

C2B (Consumer-to-business).
C2B businesses allow individuals to sell goods and services to companies. In
this ecommerce model, a site might enable customers to post the work they want
to be completed and have businesses bid for the opportunity. Affiliate marketing
services would also be considered C2B.

The C2B ecommerce model‘s competitive edge is in pricing for goods and
services. This approach gives consumers the power to name their prices or have
businesses directly compete to meet their needs.
Recent innovators have used this model creatively to connect companies to
social media influencers to market their products.

D2C (Direct-to-consumer).
A direct-to-consumer business sells its own product directly to its end
customers, without the help of third-party wholesalers or online retailers.

As opposed to other business models such as B2B2C, there is no middle man

between the consumer and a business.

C2C (Consumer-to-consumer).
C2C ecommerce businesses — sometimes referred to as online marketplaces —
connect consumers to exchange goods and services and typically make their
money by charging transaction or listing fees.

C2C businesses benefit from self-propelled growth by motivated buyers and

sellers, but face a key challenge in quality control and technology maintenance.

Online businesses like Craigslist, Walmart, Alibaba and eBay pioneered this
model in the early days of the internet.

Examples of Ecommerce
Ecommerce can take on a variety of forms involving different transactional
relationships between businesses and consumers, as well as different objects
being exchanged as part of these transactions.

1. Retail:
The sale of a product by a business directly to a customer without any
intermediary.

2. Wholesale:
The sale of products in bulk, often to a retailer that then sells them directly to
consumers.

3. Dropshipping:
The sale of a product, which is manufactured and shipped to the consumer by a
third party.

4. Crowdfunding:
The collection of money from consumers in advance of a product being
available in order to raise the startup capital necessary to bring it to market.

5. Subscription:
The automatic recurring purchase of a product or service on a regular basis until
the subscriber chooses to cancel.

6. Physical products:
Any tangible good that requires inventory to be replenished and orders to be
physically shipped to customers as sales are made.

7. Digital products:
Downloadable digital goods, templates, and courses, or media that must be
purchased for consumption or licensed for use.

8. Services:
A skill or set of skills provided in exchange for compensation. The service
provider‘s time can be purchased for a fee.

Uses of E-Commerce
E-Commerce can be used for many things including the following:

 E-Commerce can also help improve your business processes and

information flows by enabling you to communicate with other businesses
faster and more efficiently.
 If you already sell goods or services in off-line situations (e.g. retail
shops) you now have the option of selling your goods and services online
to a much wider audience and at times not defined by normal trading
hours.
 E-Commerce allows you to build better relationships with your customers
and find new customers as you are now global instead of local.
Most common applications of Ecommerce:
 Retail and Wholesale
Ecommerce has numerous applications in this sector. E -retailing
is basically a B2C, and in some cases, a B2B sale of goods and
services through online stores designed using virtual shopping
carts and electronic catalogs. A subset of retail ecommerce is m -
commerce, or mobile commerce, wherein a consumer purchases
goods and services using their mobile device through the mobile
optimized site of the retailer. These retailers use the E-payment
method: they accept payment through credit or debit cards,
online wallets or internet banking, without printing paper
invoices or receipts.

 Online Marketing
This refers to the gathering of data about consumer beh aviors,
preferences, needs, buying patterns and so on. It helps marketing
activities like fixing price, negotiating, enhancing product
features, and building strong customer relationships as this data
can be leveraged to provide customers a tailored and enhanced
purchase experience.

 Finance
Banks and other financial institutions are using e -commerce to a
significant extent. Customers can check account balances,
transfer money to other accounts held by them or others, pay
bills through internet banking, pay insurance premiums, and so
on. Individuals can also carry out trading in stocks online, and
get information about stocks to trade in from websites that
display news, charts, performance reports and analyst ratings of
companies.

 Manufacturing
Supply chain operations also use ecommerce; usually, a few
companies form a group and create an electronic exchange and
facilitate purchase and sale of goods, exchange of market
information, back office information like inventory control, and
so on. This enables the smooth flow of raw materials and
 finished products among the member companies and also with
other businesses.

 Online Booking
This is something almost every one of us has done at some time
– book hotels, holidays, airline tickets, travel insurance, etc.
These bookings and reservations are made possible through an
internet booking engine or IBE. It is used the maximum by
aviation, tour operations and hotel industry.

 Online Publishing
This refers to the digital publication of books, magazines,
catalogues, and developing digital libraries.

 Digital Advertising
Online advertising uses the internet to deliver promotional
material to consumers; it involves a publisher, and an advertiser.
The advertiser provides the ads, and the publisher integrates ads
into online content. Often there are creative agencies which
create the ad and even help in the placement. Different types of
ads include banner ads, social media ads, search engine
marketing, retargeting, pop-up ads, and so on.

 Auctions
Online auctions bring together numerous people from various
geographical locations and enable trading of items at negotiated
prices, implemented with e-commerce technologies. It enables
more people to participate in auctions. Another example of
auction is bidding for seats on an airline website – window seats,
and those at the front with more leg room generally get sold at a
premium, depending on how much a flyer is willing to pay.
E-Commerce is all around us today, and as an entrepreneur, you
should also get into this realm if you want t o expand your
markets, get more customers and increase your profitability.
Top 10 Ecommerce Sites in India
India is known for its large population. At 1.37 billion, it‘s one of the most
inhabited places in the world, second only to China. Still, of its billion-plus
people, internet penetration is quite low, coming in at 41 percent of the total
population, roughly 500 million of the 1.37 billion in the country.

Despite the low internet penetration, the e-commerce sector in India is still
massive, thanks to the overall population size. It was worth US$ 48.5billion
as of 2018 and is expected to quadruple to reach US$ 200 billion by 2026.
It‘s also worth noting that internet and smartphone adoption in India is
growing rapidly. This adoption of smartphones also shows trends toward
mobile commerce as a preference for the vast number of Indians who own a
smartphone.

1. Amazon India
Estimated number of monthly visitors: 322.54 million

American e-commerce giant, Amazon, is said to have an audience reach of 89

percent in India, according to Statista. Since launching in India in 2010, the site
now generates an estimated 322.54 million monthly visitors, making it the
highest performing site in the country, by a long shot.

True to the overall statistics that the primary e-commerce category in India is
electronics, the audience interests in Amazon lean toward this category.
However, they also provide a range of other products in categories including
Echo and Alexa, Amazon Prime digital media, men‘s fashion, women‘s fashion,
home, grocery, sports, automotive, and more.

2.Flipkart
Estimated number of monthly visitors: 242.62 million
While it may be 100 million monthly visitors behind Amazon, Flipkart is an
Indian e-commerce success story, putting up fierce competition against the
international heavyweights. Founded in 2007 in India, Flipkart is a purely online
variety store that, in 2018, sold 77 percent of itself to Walmart for USD$ 16
billion.
Following the same trends as Amazon, Flipkart is most popular amongst its
customers for goods in the electronics category. However, it also stocks a wide
variety of products, including TVs and appliances, fashion, furniture, sports,
books, and more.

3. Alibaba
Estimated number of monthly visitors: 175.95 million globally (4.19 percent in
India)
Alibaba is an internationally recognized major player in the e-commerce
market, founded in China in 1999. Owned by Alibaba Group Holding, a
massive multinational conglomerate holding company that specializes in all
things online from e-commerce to online retail, Internet, and technology,
Alibaba is a force in the international e-commerce space.
Beat out significantly by its Indian competitor, Flipkart, Alibaba has a similar
offering with product categories including home and kitchen, tools and
hardware, rubber and plastics, electrical equipment and supplies, vehicles and
accessories, toys and hobbies, consumer electronics, apparel, and more.

4. Snapdeal
Estimated number of monthly visitors: 56.41 million
Another Indian-founded e-commerce giant, Snapdeal is an online variety
shopping platform that has garnered much attention from customers and
investors alike. Since launching in 2010, Snapdeal has attracted funding from
big-name investors Alibaba Group, Softbank, and Foxconn.
While the largest category shopped from Snapdeal is electronics, the online
store also offers other product categories, including home and kitchen, fashion,
toys, beauty, health, books, and more.

5. Myntra
Estimated number of monthly visitors: 48.03 million
Myntra is a pure-play e-commerce site launched out of India in 2007, which has
since gone on to become one of the premier fashion, home, and lifestyle e-
commerce sites in the country. It‘s 2014 sale to Flipkart, in addition to the
acquisition of competitor Jabong.com has helped it to grow even further.
As a fashion retailer, Myntra stocks a range of goods from a wide variety of
international and local brands, covering menswear, womenswear, kidswear, and
home.

6. IndiaMART
Estimated number of monthly visitors: 47.23 million
IndiaMART is the largest online business-to-business marketplace in the
country, founded in 1999 to connect buyers with suppliers. Today, IndiaMART
has around 60 percent market share of the online B2B classifieds sector in
India.
IndiaMART connects manufacturers, suppliers, and exporters, allowing them to
promote and expose their products to one another via the platform. Covering
just about anything you can possibly imagine, IndiaMART has categories
including building and construction, industrial machinery, apparel, electronics,
and even chemical, dyes, and solvents, to name just a few.

7. Book My Show
Estimated number of monthly visitors: 43.25 million
BookMyShow India is the number one online ticket vendor in India. Since
opening its doors in 2007, it has grown to provide ticketing services in five
countries, including the United Arab Emirates, Sri Lanka, the West Indies, and
Indonesia.
Covering movies, events, plays, sports, activities, and tickets to monuments, as
well as selling fan merchandise, BookMyShow is India‘s one-stop-show to book
entertainment and look for fan goods. Its major investor is the internationally
renowned, TPG Growth.

8. Nykaa
Estimated number of monthly visitors: 20.84 million
Nykaa is another Indian founded brand which bucked the norm beginning as a
pure e-commerce platform and then expanding to open a brick and mortar
location in the Indira Gandhi International Airport in 2015.
Founded in 2012, Nykaa started as an online store selling beauty items in
categories including makeup, skin, hair, appliances, personal care, fragrance,
and LUXE. In more recent years, the brand has expanded its range, bringing on
more brands as well as introducing its very own cosmetics and beauty line.

9. First Cry
Estimated number of monthly visitors: 16.94 million
Founded in 2010, firstcry.com is a pure e-commerce platform that specializes in
goods for babies and children up to early teens. Owned by the Mahindra
Venture, firstcry.com is the biggest children‘s goods e-commerce site in Asia
and now has brick and mortar stores across the country.
Anything one could imagine needing for their little ones can be found on the
platform. Its categories include apparel, toys, books, feeding and nursing items,
as well as mom and maternity products.
10. 1mg
Estimated number of monthly visitors: 14.62 million
1mg is an Indian online pharmacy making healthcare accessible,
understandable, and affordable for its customers. Not only is the site a platform
to purchase medicine and other healthcare products, but it acts as a portal to find
information about the medication doctors prescribe them in order to better
understand what they are taking.
Founded in 2015, 1mg provides services including online consultations, lab
tests, and medical information, as well as products including fitness and
nutrition products and supplements, healthcare devices, personal care, Ayurveda
products, and homeopathy items.

Online Branding – Definition

Online branding is a procedure of building the identity of any person
or brand online using a website, Google, Facebook, Instagram, blog post, and
other online marketing channels. This process helps expand the exposure of the
brand‘s identity on the web to widen the reach of the brand, products, or
services in front of potential customers.

When you run a business, an e-commerce store, or own a brand, optimizing

presence online is the key way to increase lead generation, conversion, and sales
of the brand. Building a brand online is also integral to improved brand
awareness, recognition, and reputation. Let us get started with the online brand
making process-

Definition- Online branding is defined as a brand management technique

that uses online channels as a powerful medium to position a brand in the target
market. You may also understand it as internet branding or online marketing.

It can also be understood as a digital-centric method for developing brand

presence and conversions. As the online platform is advancing,
internet marketing channels have become the opportunity for expanding the
identity online. It uses search or social platforms to grow businesses.

Key Factors of Online Branding

1. Customer – The branding on the web starts with the customer. Your
customers‘ inclinations, age, gender, availability, etc are crucial for
designing an effective branding strategy.
 2. Brand identity – Branding is also associated with the kind of identity
a brand has. Accordingly, different visual elements of branding like logo,
taglines, etc play a crucial role in sharing the brand voice with the target
audience. It is useful in creating curiosity, interest, affinity, and relations
with prospects.
3. Competitors – Analysis of the competitors is essential for designing
an effective brand strategy on the web. It guides about the relevant
channels, strategies, and practices, plus it suggests better ways to stand out
from the competition.
4. Online Messaging – How a brand shares its messages with its
customers is very important in branding campaigns online. Messaging
should support brand vision, product, service, and customer value.
5. Location – Deciding where your business should be based, analyzing
where audiences live, the kinds of language they speak, sorts of location-
specific details are the deciding factors of branding campaigns.
6. People – The way people or employees working for a brand understand
and deliver the brand promises is crucial for ensuring success for a brand.
Therefore brands should be educating, training, monitoring, and recruiting
the right people in the organization.
7. Product or Service – The kind of product or service that a brand
offers is also central to the effectiveness of the branding campaigns. How a
product or service is adding value to the lives of consumers is integral in
optimizing the branding on the web.

7 Steps for Online Branding

Letting the target audiences be aware of the brand can be a discreet strategy for
brands to capture.

When everyone is trying to make their presence felt online in a result0-driven

manner, it becomes a difficult job to catch them. Social networks can be a great
way to reach out to the audience, but blogs can be the best way to go in case of
building credibility.

Here are few tips noted down that every business should follow to make their
internet branding even better-

1. Unique blog design

The first step should be to make the businesses online hit the right spot of their
audiences and stand out in the crowd. A perfect blog relating to the niche and
providing solutions to the audience can do the magic to allow people to notice
any business.

The blog should be unique enough not only in the content but also in the case of
the website‘s visual design. The visual design must be attractive enough to hold
the public to go further for reading the blog content. This ability would allow
the blogs to stand out.

The blog isn‘t expected to be overly fancy for the audience to avoid the
brand‘s values. The logo of any brand should be perfectly blended with the texts
and colors that the audience can connect with. A simple logo can also do the
magic the brands are expecting. It helps in imprinting the brand and its values in
people‘s minds.

2. Create a tagline
After the logo is created, it does create the necessary impact, but accompanying
it with a tagline can make magic happen. These phrases can let the target
audience quickly understand the brand‘s message, which they are trying to
express.

The tagline should be simplified rather than creating a twisted one. It should be
kept simple so that the audience can easily understand what the brands are
trying to express.

3. Create an “About me” page

After the audience reaches out to the blog, if impressed, they land up to
knowing the brand. The about us page can allow the audience to know about the
brand deeply. This is the place where the brands can talk about themselves to
convert their leads to full-fledged customers.

This platform should be more about the audience rather than explaining the
positive points of the brand. The brands should express how their brand is best
for solving customer issues, which turns out to be a give-and-take situation.

The brands must make sure to convert these visitors into someone who at least
subscribed to the brand‘s email. Later on, the brands can then quickly go for
pitching these customers through email.
4. Add Social media
Online branding is about making the brand‘s identity online on every platform.
There can be instances that the target audiences of these businesses have found
them through search platforms rather than the social media one. So, the brand
must let these customers reach out to their social media pages as well.

So, adding the links of social platform handles wherever the businesses are
available should be mentioned. It should be made sure that the brands add link
of these handles just in case the audience have to reach out to the business this
can be the most accessible medium.

5. Publish online videos

Everyone is aware that video is the king when it comes to building credibility
and attracting an audience. Whether talking about experts like Chris Ducker or
Neil Patel, they add videos on their blog pages.

The blogs can be a step to win people‘s hearts, while videos can be used to hold
them and convert them into loyal customers. The blogs can include links to the
videos of YouTube or any social media platform. This will eventually also
increase the reach of the brands‘ YouTube or social media platforms reach.

6. Creating convincing content

All the benefits of the content can only be availed when the content seems
pleasing and convincing to the audience. So, the importance of the blog needs to
be carefully expressed by the audience and seem clear to them for opting for the
audience.

The brands must help the audience tackle their issues by providing them real-
life solutions. This will let the audience create a positive mindset of the
audience for the brand and its services or products.

7. Gifts
If possible, the brands should opt for providing their customers few gifts in the
beginning. Though the businesses must check their budget and then accordingly
go for deciding the benefits they can provide to the people.

E-Retail Marketing Strategies

Retail is a large industry with a wide range of competitive companies and
product markets. Companies can optimize their marketing campaigns to
differentiate themselves from their competitors and increase their product sales
performance. Understanding different types of retail marketing strategies can
develop your knowledge and skill set for your campaign planning. In this
article, we discuss what retail marketing strategies are and list 13 strategies.

What are retail marketing strategies?

Retail marketing strategies are methods for campaign design and management
that enhance brand and product visibility in the market for increased sales
performance. These strategies consider factors such as product pricing, store
placement and promotional materials to meet the needs and wants of their
consumers in terms of cost, convenience and communication. A marketing
strategy focused on retail products and performance aims to establish a reliable
and trustworthy brand image that offers a certain customer experience that's
different from its competitors. As the retail market constantly fluctuates with
trends and consumer behaviors, companies adapt their strategies to remain
relevant.

Requirements For an Amazon Seller Account

1.Business E- mail address or Amazon customer account.

2. Internationally Chargeable Credit Card.

3. Government ID For Verification.

4. Tax Information

5. Phone Number

6. Bank Account Where you can take your sales proceeds.

Adding your products as per categories

1.Product Listing Details : Product Listing includes a product
identifier such as GTIM , UPS, ISBM or EAN to Specify the Exact item you
are selling .

 A sku , which is a product you create to track your phone inventory.

  Product details like name, brand, category , description and images .
 Offer details , including price, product condition , Available quantity and
shipping options.
 Keywords and search terms related to your product and brands . to help
buyers to find your products.

Note- 1. : A every products offered for sale on Amazon gets an

automatically generates ASIN ( Amazon standard Identification Number )
Which is different from a GTIN or sku. Multiple Sellers may offer the
same ASIN.

Note -2.: If another sellers already offers the same product then, you
will match an existing listing which means some details first seller to
offer the product then you have to create a history .

2.Brand Registry : If you sell a product under a registered trade mark.

Consider enrolling in Amazon brand registry which is a free service that gives
you increased control over product details and detailed pages that use your
brand name.

 Title : 200 characters maximum, capitalized the first letter of every word
.
 Images : 500 x 500 or 1000 x 1000 pixels to increase listing quality.
 Variations : Different colours or sent or sizes .
 Bullet Points : Short , descriptive sentences highlighting key features
and benefits .
 Featured Offer : Most Highlighted offer other offer.
 Description : It Should include good Keywords .

3.FBA (Fulfilled By Amazon ) : FBA is a service that that allows

businesses to outsource order fulfillment to Amazon businesses send products to
Amazon fulfillments centre and when a customer makes a purchase then ,
Amazon picks , packs and ship the order . Amazon can also provide customer
service and process return for these order.

Note : The other name FBA is Amazon prime seller Batch .

  How FBA Works.

Step -1 : Set up FBA :- Create your Amazon selling account and log in to
seller central to set up FBA

Step -2 : Create product listing.

Step -3 : Prepare product for sale and secure transportation to a nearby
Amazon Fulfillment Centre.

Step - 4 : Shipped products to Amazon.

Youtube marketing
How to Promote a YouTube Channel?
You will find numerous YouTube channels, but some really stand out and have
a flood of followers. Just having valuable and consistent content is not enough,
but promoting it the right way is also significant.

Guide to Promoting a YouTube Channel

Create high-quality and engaging content with catchy and must-see titles worth
promoting.

Optimize your videos in terms of tags, keywords, titles, etc. to make your
YouTube channel discoverable

Promote Your YouTube Channel on Social Media

Select the perfect channel icon

Create custom thumbnails

Understand what your audience wants

Run contests

Interact with your fan following

Go live

Increase understanding of YouTube channel analytics

Cross-promote

Engage with the community

Use CTAs to increase engagement

There are numerous more ways to add a new dimension to your content and
improve audience engagement.

Understanding YouTube Channel Analytics

Creating compelling content is only possible if you have a good sense of
your audience persona, and this is only possible by understanding YouTube
channel analytics. With YouTube Analytics, you can get insight into how your
channel, videos, and content is performing with lots of valuable information
such as traffic sources, views, watch time, impressions, unique viewers, click-
through rate, returning viewers, etc. You can also learn about reach,
engagement, and audience, which helps refine your YouTube content and
marketing strategy.

Some important abbreviations and acronyms used in

Digital Marketing Industry

1. Google My Business (GMB)

GMB is a free tool that keeps your business‗s online presence organized
across Google, including in the Search and Maps sections.

2. Cost Per Click (CPC)

Cost Per Click (CPC) is the amount that you pay when somebody clicks on
your ad. The costcan vary based on your industry, location and quality score.

3. Cost Per Action/Acquisition (CPA)

This paid advertising acronym can either be Cost Per Action or Cost Per
Acquisition (CPA). For this model, you pay for a specific action or
acquisition, such as a sale, click or when a form is submitted.

4. Cost Per Thousand Impressions (CPM)

For CPM, you will only pay when your ad is seen in increments of one
thousand. Typically,this payment model is used for paid advertising
campaigns that revolve around social media and brand awareness
strategies.

5. Cost Per Lead (CPL)

CPL is a different type of payment model in which you pay based on the
number of leads thatare generated.

6. Click-Through Rate (CTR)

With paid advertising, CTR measures the number of clicks you receive on
your ads based onthe number of impressions. To put it in layman‗s terms,
it‗s the rate your ads are clicked.

7. Pay Per Click (PPC)

Pay Per Click (PPC) is when someone clicks on your ad when you‗re
running a paid search campaign. In general, this is a common way to
describe paid advertising.
8. Return on Investment (ROI)

ROI isn‗t a digital marketing specific acronym, but we do use it a lot when talking
about analyzing the results of campaigns and strategies. To sum it up, ROI means
how much moneyare you getting back from your digital marketing campaigns.

9. Business to Business (B2B)/Business to Consumer (B2C)

Although these acronyms are straightforward, they‗re popular! B2B means that a
business is selling to other businesses, while B2C means that businesses are selling
to consumers. For example, RevLocal is B2B while Target is B2C.

10. Search Engine Optimization (SEO)

You may have heard of this acronym before, so you may already know what it
means. SEO is the process of optimizing your website with the goal of receiving
organic or local traffic

11. Search Engine Marketing (SEM)

Although it may seem similar to SEO, SEM is a type of online marketing that
uses paid advertising along with website optimization to increase your website
ranking on the search results page.

12. Call to Action (CTA)

Simply put, a CTA is something that you want your current or potential customers
to do. You encourage them to complete an action by using an enticing statement.
You could tell them to schedule an appointment, make a purchase, sign up for their
blog and so on. CTAs are used on websites, emails, social media posts, etc.

13. Customer/User Experience (CX/UX)

This acronym combination is a little complicated. Customer Experience (CX)
incorporates all interactions someone has with your brand, while User Experience
(UX) includes interaction with a product. While they may seem similar, you
shouldn‗t use the acronymsinterchangeably. Think of it like this UX is a part of
CX.
14. Name, Address, Phone Number (NAP)
When someone says NAP, they don‗t mean you need to go take one, at least in
marketing.The acronym NAP is used to quickly refer to your business Name,
Address and Phone number. You‗ll commonly hear people say, ―Your NAP
needs to be consistent across all listings.‖ It can be a mouthful to spell out or say
Name, Address and Phone number every time, so that‗s why they use NAP
instead. Sometimes it is also referred to as NAPU (the Ustands for URL).
15. Search Engine Results Page (SERP)
When you complete a search in a search engine, such as Google, the page that
appears afteryou do the search is called the Search Engine Results Page (SERP).
Similar to the last acronym, it can be a mouthful, so many people refer to it as
SERP.

16. A/B Testing

Also known as split testing – the process of testing two versions of digital content with
a target audience, the preference is learned by measuring by conversion rate – used in
testing e-newsletters, email subject lines, social ads, calls-to-action, and landing page
copy to know which version has the greater chance of giving the desired action such as
subscribing for a paid membership.

17.Brand Positioning

Building a brand identity and connecting to it as different from competitors through

tone, voice, and visual design of ads, promotion, logo, representation in social media,
etc. – creates market differentiation, builds reputation, drives sales, and focuses your
brand marketing message.

18. Content Strategy

Planning and implementation of digital content to make it work towards a uniform
end; includes creating and distributing content for digital marketing campaigns such as
blog posts, articles, social media posts, videos, podcasts, e-books, guides, webinars,
etc.; includes testing to gauge content performance – content is the base on which all
marketing techniques are built. This digital marketing term is a fundamental
component of content marketing campaigns as well.

19. Conversion Rate

The percentage of users who completed the desired action; calculated by dividing the
overall size of the audience with the total number of ‗convert‘ users; for instance,
those who clicked on an ad – conversion rate percentage is used as a metric upon
which marketers try to improve further growth. Digital marketing strategies are almost
always data-driven, and this digital marketing term is one of the most common
parameters measured to determine the performance of any campaign.

20. CRO or Conversion Rate Optimization

The process of optimizing a website to increase the percentage of visitors performing
the desired CTA; a marketing system to raise the percentage of visitors converting into
paying customers – CRO methods create a better user experience, generate quality
leads, shorten time to close deals.

21. Engagement Rate

Metrics to track the involvement of the target market with a brand‘s content;
understood as the number of likes, comments, and shares or interactions with videos,
updates, blogs, etc. – important in social media marketing to measure success through
brand visibility, affinity, and credibility. This digital marketing term is one of the
strongest measures of social media campaign success, especially when the focus is to
build a strong subscriber or follower base for your social profile.
22. The Funnel
The sales funnel displaying the buying process from a lead to a customer.

ToFu or Top of the Funnel

The first stage of the buying process where visitors are still looking for information –
this stage requires building trust through quality content to motivate visitors into the
next stage.

MoFu or Middle of the Funnel

The middle stage where buyers have identified their problem and need but continue
research – here leads are transferred from marketing to sales.

Bofu or Bottom of the Funnel

The last stage where the buyer is getting ready to buy after identifying several vendors
– consultative approach to help a customer to come to a decision will seal the deal.

23. GTM or Go-to-Market strategy

Plan specifying how to present a product‘s unique value proposition to achieve a
competitive advantage in reaching customers – provides a roadmap for launching a
product to achieve product- market fit.

24. KPI or Key Performance Indicators

A metric or quantitative benchmark to track progress towards marketing goals; KPIs
should be SMART or Specific, Measurable, Achievable, Relevant, Time-Bound –
used in measuring performance and course correction.

25. Keyword Stuffing

The practice of using too many keywords in the content to improve visibility on search
engines; harmful tactic attracting penalization by search engines – sifts bad marketing
firms from the good ones who focus on keyword research to optimize web advertising
and website search engine placement to match high traffic keywords.
26. Lead Generation
Educating visitors on product or service and the industry where visitors, in turn,
provide qualitative information to the sales team – helps to capture qualified leads.

27. LTV or Lifetime Value

Also called CLV or Customer Lifetime Value – the best estimate of expected revenue
from an average customer – is used to calculate the overall impact of one sale
throughout the entire customer relationship.
28. Paid Ads
Generating website traffic through paid ads that ensure the marketing content will jump
to the head of the line; include two main categories of social media ads and display ads
that are targeted based on trackable behavior metrics – helps to reach relevant leads.

29. Relevancy Score and Quality Score

To decide how relevant an advertisement is and how it compares to other similar ads on
the platform; higher scores mean more ads will be shown over competitors –
improving these scores help to lower CPC.

30. ROAS or Return on Ad Spend

Marketing metric to measure the efficacy of advertising campaigns and calculate the
return on investment for paid marketing such as spending on ads – ROAS helps to
evaluate which methods are working and how to improve future advertising efforts.

31. SEM or Search Engine Marketing

Strategies to get higher placement on search engines by bidding on search terms and
increase the visibility of a website in search engine results pages; refers almost
exclusively to paid search advertising and alternately referred to as pay per click or
PPC – used to generate better leads.

32. Target Audience

The ideal client persona in mind while strategizing new ad campaigns or content; the
group of people who could benefit from a company‘s offers – determining a target
audience through paid and organic efforts helps to increase sales and grow the reach.

47 | P a g e