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Digital Marketing Overview

• Digital marketing is not just promotion or advertising
• It uses strategies to increase sales and brand awareness

Two Types of Marketing

• Traditional marketing
• Digital marketing

Digital Marketing Details

• Communication is bidirectional, allowing interaction between businesses and customers
• Uses media like social media, websites, chats, apps, and email
• Campaigns can be developed rapidly with digital tools
• It's effective in reaching global audiences

Types of Digital Marketing

Website Marketing

• Websites are central to digital marketing activities
• They are powerful on their own, and are needed to execute online marketing campaigns
• Website should represent a brand, product, and service clearly
• Website should be fast, mobile-friendly, and easy to use

Pay-Per-Click (PPC) Advertising

• PPC allows marketers to reach Internet users on many digital platforms using paid ads
• Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook
• Ads are shown to people searching for terms related to the products or services
• PPC campaigns can segment users by demographics or target particular interests or locations
• Google Ads and Facebook Ads are popular PPC platforms

Content Marketing

• The goal of content marketing is to reach potential customers through content
• Content is published on a website and promoted through social media, email marketing, search engine optimization, and PPC campaigns
• Tools used by content marketers are blogs, eBooks, online courses, info graphics, podcasts, and webinars

Email Marketing

• Email marketing remains an effective digital marketing channel
• It allows companies to get in touch with potential customers interested in their brands
• Digital marketers uses digital channels to add leads to email lists, creating customer acquisition funnels

Social Media Marketing

• The primary goal is brand awareness and establishing social trust
• It can be a lead generation or a direct sales channel
• Promoted posts and tweets are examples

Affiliate Marketing

• Affiliate marketing involves influencers promoting other people's products
• Influencers earn a commission for each sale or lead generated
• Amazon and many other well-known companies pay millions per month to websites that sell their products

Video Marketing

• YouTube is a popular search engine
• Users turn to YouTube before a buying decision, education, reading reviews, or relaxation
• Platforms used include Facebook Videos, Instagram, and TikTok
• Integration with SEO, content marketing, and social media marketing campaigns leads to success

SMS Messaging

• Companies and nonprofits use SMS for promotions or opportunities
• Political candidates use SMS to spread positive information about their platforms
• Text-to-give campaigns enable customers to pay via text

Characteristics of Digital Marketing

Quality Company Website

• Websites are a critical requirement now
• It is a B2B portal, connecting businesses and customers globally
• Websites are similar to company brochures, available 24x7

Social Media Presence

• Social media platforms facilitate learning to communicate
• Facebook, Twitter, Google+, Pinterest, and YouTube are communication methods across demographics
• Actively promoting a company on social media leads to global conversations

Blogging and Forums

• Content is king
• Producing genuine and compelling content is important
• Engage in forums and discussions
• Connecting business themes and content allows content to stand as a brand promoter

Business Listing

• Registering on Google Places allows a business to be listed on Google searches and Maps
• Other business databases include Yahoo! Local and Microsoft's Bing

Digital Marketing Trends

Influencer Marketing

• Influencer marketing uses an influencer's image to promote brands
• Reasons why influencer marketing has gained momentum include:
• Persuading audiences with loyal fanbases
• Increasing trust through social media
• Supporting content strategy

Omni-Channel Marketing

• Multi-channel digital marketing that is an effective way to reach audiences, promotes engagement and serves customers
• Benefits include:
• Attracting new customers and segments
• Engaging customers after sales
• Increasing trust and loyalty
• Boosting sales and customer satisfaction
• Helping to understand customer demand and needs
• It is used in retail, entertainment, food service, business, and other industries

Artificial Intelligence

• AI is the development of smart computer systems that perform similar functions to the human brain
• Companies use AI to determine customer needs
• Patterns are found in customer buying behavior, monitor, and offer solutions for marketing strategies
• AI apps (machine learning, deep learning) are used for content creation, ad monitoring, promoting, and customer interaction
• As a digital marketing trend, AI benefits companies looking to improve their advertising

Video Marketing

• Social media platforms provide space for promoting products or services to target audience
• Videos are more effective than other content
• Many brands are developing content-rich videos
• Social media applications like YouTube, Facebook, and Instagram integrate short-form content into algorithms
• Brands can increase customer base using video marketing

Long-Form Content

• Promotes products or services and consists of blog posts or articles with over 3000 words
• Companies create long-form content to increase their visibility, industry expertise, and customer engagement
• Reasons for using include:
• Increases website traffic, potentially
• Drives search engine ranking
• Boosts customer engagement and interaction

Social Media Shopping

• Social media enables interaction companies with their audience
• Social media help businesses provide medium to market goods and services
• Integration of social media allows online marketplaces providing products and services
• This has been very effective in making products available to those interacting

Progressive Web Pages

• They are online websites that function like mobile apps
• They send push notifications, loads quickly, and can be accessed offline
• One of the latest digital marketing trends that is expected to grow

Traditional Marketing vs. Digital Marketing

Traditional Marketing

• The promotion of products and services through traditional channels
• Examples are TV, telephone, banner, broadcast, door-to-door, and sponsorships
• Traditional marketing methods are less cost-effective than digital methods
• Brand building is not as good as digital marketing
• Traditional marketing is difficult to measure
• Quantifying return on investment is also difficult
• It is not able to be altered after posting

Digital Marketing

• Promotes products and services through digital media or electronic mediums
• Examples: SEO, SEM, PPC, etc.
• More cost-effective than traditional methods
• Efficient and fast for brand building
• Easy to measure with analytics tools
• It is simple to calculate the return on investment
• Advertisements can be amended after posting

Search Engine Based Marketing

Search Engine Optimization (SEO)

• Techniques that help a website rank higher in search results
• Makes websites more visible to people looking for products or services

How Search Engines Work

• Search engines go through several activities, including:
  • Crawling: Retrieving web pages linked to a website using software called crawlers or spiders
  • Indexing: Creating an index of fetched web pages and storing them in a database, identifying key words and expressions, and assigning them to particular keywords
  • Processing: Search comparison to indexed pages
  • Calculating Relevancy: Determining pages in an index
  • Retrieving Results: Displaying results in the browser

Search Engine Optimization Process

• Understanding the process of what is involved in an effective SEO campaign
• Keyword Research
• Reporting and Goal Setting
• Content Building
• Page Optimization
• Social and Link Building
• Follow Up Reporting and Analysis

Initial Steps

• Keyword phrase research involves identifying a group of keyword phrases
• The online tools allow you to find out what keywords are popular
• Once armed with the target keyword phrases, do competitive analysis against 7-10 biggest competitors
• Assess SEO metrics, indexed content, Alexa rating, inbound links, domain age, and social media following
• This gauges client site's starting position against its competition

Reporting and Goal Setting

• Understand the subject site's starting position within search engines to know specific areas or work
• Site traffic information shows how searchers interact (which search engines, which keyword phrases, bounce rates, popular content)
• Site's traffic level source makes online marketing decisions

Content Building

• Search engines love text
• High-quality content related to your business serves you in critical ways
• Providing high-quality content can provide site users a reason to stay in and come back

Page Optimization

• In on-page optimization:
  • Page Titles
  • Text-Based Navigation
  • Prominence of Targeted Keywords
  • Site Map
  • ALT and META data
  • Clean up the Code
  • Website content presented to search engines

Website content well presented

• Ensuring a website's page is structured so search engines find it for given keywords and key phrases
• Helps in good search engine ranking
• This helps overall readability of the particular site
• On page tweaking elements can still improve the element

There are 5 key elements of On-Page SEO

• Page Copy:
  • Quality content is key to success
  • Create content around a single key phrase
  • This phrase should be mentioned for a defined number of times to achieve a keyword density
  • Content that is quality over quantity performs much better
• Title Tags: Most important element as it contains the words as a clickable link of the search engine results
• Meta Data: Description summarizing content
• Heading Tags: Content of a page per section, like subheadings
• Internal Linking: Linking similar pages for search engines and ease for the readers

Social & Link Building

• Marketing to meet new people for the business is important
• The power of online sharing provides tremendous opportunities for companies
• Help clients establish a social media presence
• Consult with those to use social media profile to share the particular content
• On-Page SEO: Refers to how the website's content is presented to search engines and involves ensuring proper webpage structure

Off-Page Optimization

• Refers to website's authority
• Takes long time to improve
• Deals with online reputation
• Acquires backlinks from authority pages
• Requires efforts for a better search result
• Acquiring backlinks from higher authority site is important for a better search engine
• Building content educates audience

Social interaction with particular sites

• Utilizes social metrics as ranking factor
• Provides social signals for content
• Promote content via social media
• Engages the audience

Various tools to help promote your website

• Facebook:

• Social Platform with maximum number of users

• Especially has pictures that get attention

• Twitter and LinkedIn:

• Distributes content as article, video, image, or update

• Share articles for groups

• Google+:

• Helps share any content

• Shows author with articles for search results

Quora: Question & Answer platform, used to answer questions from customers and provide any opinion

Search Engine Marketing (SEM)

• Process of getting traffic from search engines using free or paid methods.
• There are two main types:
  • Search Engine Optimization (SEO)
  • Paid Search Advertising (PSA)

Importance of Search Marketing

• The Internet is the source for learning
• A search is the first thing we do for learning
• Provides answer for the intended search and website
• Search engines are working to improve search results
• Algorithms decide what information to present

Search Engine Marketing is Important

• It optimizes your website or ads so they stand highly

Digital Marketing Types

• Technical SEO:

  • Optimize crawling and indexing to have search engines understand the particular website

• On-Page SEO:

  • Optimize pages individually so the engines understand the website and its specific pages

• Off-Page SEO:

  • Promotes the website on the internet and builds backlinks

Additional SEO points

• Content SEO:

  • Informs both users / search engines while keep them happy

• Local SEO:

  • optimize the website so people can visit the particular area of a business

• E-Commerce SEO:

  • Rules to use E-Commerce only to target specific people

• Mobile SEO:

  • To make navigation simple on the mobile and tablet devices

General importance SEO

Rankings for target, more traffic:

• Goal is to get traffic to your website
• Appears in the top 3 positions of search, getting 60% of traffic

Search engine targeted data:

• Websites on top end up getting thousands daily for targeted sources

Trust and recognition

• Search engine is trusted and follows the particular websites listed
• Increases the particular brand while making more marketing options to use

Creating better websites through SEO

• It optimizes its users
• One must utilize SEO so to create websites that are tailored first for users

PPC model

• model for pay-per-click, pays advertiser each click

• pay for targeted visits

• PPC ads come in all forms, in all of different media

  • text, pictures, video

PPC Campaign

• Bidding on Relevant Keywords: creates proper keyword list and good ad texts
• Page quality focus: uses optimized landing pages with persuasive content
• Better quality score: better score on better scores yields better results
• Good Capture Rates: vital ad copies

Electronic Marketing

• Promoting overt E-Mails (and newsletters). It is cost effective with product and service details
• EMs are quantifiable and measurable while reaching targeted visitors

E-Mail types

• Transaction E-Mails: Sent after any purchase such as cost per unit and total cost.

• Newsletter E-Mails: Includes information to keep relationships strong with the customers

• Promotion E-Mails: Carries deals on sale offers and promotions

Email Marketing

• being strategic execution
• personalizes messages
• needs analytical results

Setting up campaign

• Creating Customer Data

  • Buy the data
  • Have Customers
  • Client status

• Relevant Newsletter

  • Have subjects and frequency
  • Good bonuses

• Make eye catching Make sure that the EM is:

• Informative

• Time sensitive

• Links in email

• Email servers

• images/links

• good newsletter

Email Performance

• EM delivery
• EM open rate
• Conversion

Tracking Email Marketing Campaign

• Metrics to check:
  • Click Through Rate - how many customers interested
  • Conversion Rate - what goals achieve
  • Bounce Rate - being a spammer
  • Subscribers Growth Rate - extend your reach
  • Email Forwarding Rate - customers rate
  • Overall ROI - how many campaign leads

EDA

• Electronic Design Automation
• Defines in plans and implementations while verifying the semiconductor device (chips)

Marketing using mobile

• Mobile marketing multi-channel to reach users via mobile applications

• Engage brands

• Mobile is accessible in smaller screens

• User ownership

  • 80% own smartphones

• Time

  • 60% spend their time on mobile tablets and smartphone

• Google

  • expects mobile query device to desktop in 2015

EDA tools

• Take description of circuit
• Can be the model (VHDL) or the standard
• Operations predict circuit
• Level needed depends on detail and use
• Hardware approach emulation or prototyping

Verification tools

• Physical is very important
• 10K rule to follow
• Ensure implementation
• Checking equivalent

Types of Marketing strategies

• Application advertising:
• App-based Mobile apps:
• Services such as Google AdMob help advertisers create ads
• This integrates ads seamlessly

Mobile Games:

• Ads in mobile games as banner

QR codes:

• Users taken to associated website webpage

• Element in online world

• Users are curious

• Location Based Mobile Marketing:

• Specific device depending location users can visit

• Certain campaigns can change based on device

• Mobile search:

• Google search build (click maps)

• Mobile Application

• Small, computing devices on wireless to help laptop and tablet

• Apps designed to use devices advantage

Sms campaign

• Open rates for Gardner (Ninety Charles )
• Action is very important
• Messages are useful
• Action to offer hurry

Easy & instant

• The standard while marketing
• Besides the significant results are read in 3 minutes after sending
• Easy to perform because simple

Open vast field for all companies

• Also has information for new products and sales for certain clients
• Used for updates
• Appointments
• News about customers

Know other things you can implement:

• Improved email with SMS
• Support is the particular thing you wanna implement
• SMS campaign

Also take profit, profits

• Traders take to get make
• Amount to give profit
• Take enough for amount

Social media marketing

• Internet form helps create and share
• Drive audience

Have to provide content for users to help increase exposure

Smo as key factor

• Strategy to make it work to have many visitors
• Adding activity updating (tweets/status)

Companies get feedback from their audience

• See companies a way

• Management relationship (social CRM)

• SmM became even common from tweeter links etc.

• Federal committal

• Company or advertising positive buzz

• Comments would help blog post and company

Marketing online tools

• Hoot Suite: add multiple accounts to schedule easier with Hoot Suite
• Hub Spot: help you not monitor but have good reporting
• Meet Edgar: re shares your evergreen posts
• Tweet Deck: easy to be on tweeter sphere
• IFTTTF: automate manage sites
• Buffer: schedule to share things in content

Social media engagement

Canva: design

• All in one for catching design
• Give icons
• Good fonts

Adobe Post: powerful tool for getting among competitors and follow

• bundle tool; this is paif but provides free 30 day

Blogging

• blogging; the skills for a blog such as designing and creating

Blogger

• People who create blogging sites
• Google blogger
• Is easy so you can customize blog using blogger
• Easy for all users
• Fast

WordPress

• Software for free that easy make and create sites
• Has many options for design sites
• All features available

Blogspot

• Free web hosting service that aids Google in delivery Tumbler: micro-blogging that allow blog and customized.

Blogging Advantages

• Higher online influence
• Impressive profile boost
• Good income
• Good writing skills
• Published author
• Fast feedback
• Read sound

Blog promotion:

• Conect to Google+ to has allow
• Post content with quality
• Seach friendly content
• Allow email button for feedback
• Make blog links signature
• Show the feed
• Blogger link submit
• Activity post
• Forum help
• Branding and social media
• Hold contest
• Write guest
• Many write pages & link

Video marketing

• Helps markets to create good video
• Use marketing strategy to promote
• Educational to help social digital channels

Videos provide Importance:

• Since 2006 when it grew, Google purchased it
• Mobile phone added fuel
• During pandemic the media raised 215%

Factors of videos

• Marketers add videos to their trend, help avoid not becoming relevant
• Good equalizer for helping help meduim compete with larger

Video Effectiveness

• Video equipment
• Good software
• Good worker
• Good story
• Good engagement
• shorter!
• Saturation

Video tracking stats

• Get what the video provide and have similar element for future trends

Video Types

• animation (appeals imagery)
• augmented shows looking better if had certain product)
• Brand - building missions
• Demos - product showing
• Event - highlight reel
• Explanation - make product understandable
• How - Teach new videos

More marketing stuff:

• Personal
• Testimonial
• View 3 60

CRM

• Record info for after
• Track sales
• Team get updated with information

Use to: follow and gain approve/

• contact team for location
• Allow access among team

CRM provides a way of digital marketing strategy

Strategies to join in

• Data get use to show other advertisement
• Target ads toward specific customers
• Provide data to get to specific customers
• Show data that product is being sold well
• Create sheet and leads

Provide satisfaction to new users

• Make sure use CRM tools
• You must keep track of how you fix issues
• What liked
• Training program

Importance of Loyalty

Factor which make loyal types attitude:

• Loyalty

• Emotional and sentimental

• Like location/support

  • Ration - Profit

• Customer try other offers

Different items and services that have loyalty

• Brand chance due loyalty
• Good service = better support
  • High-class tech for product
  • Easy help for employee assets

Supply must be of good custom is the big trend

• Friedman good tech in US German - high class item

Strategy is to

• Reach specific target

Meaning perform time on all platform and channels

Important strategy

• Understand companies strategies
• Help understand other plans

Important competitor strategy

• First, learn how many competitors to check

• All can be direct or indirect

Also must understand major players

Tools such as Semrush Facebook

• Must focus on 3-5

Social media ads must be used for strategy

• Also you most use all apps available for ad viewings

Must do the following

• Linkedin page check
• Youtube check
• tiktick check

PPC effort in marketing, tools must be trusted

• Volume check and price

• How offer and campaign

• Useful scanner on websites

• Tool can provide higher level of payment

• Keep in mind the pay is not the best tool

Tools for all

• Good team to run the team of the SEO.

Use easy SEO tool

• Semrush easy check all the URL stats

• Know good copy ads

• Monitor the ads spend

• The tool allows display all ads

Competitive marketing and brand

• If u see trend of ads, check with SEO and follow trend
• Check the tool on SEO

Important performance check.

• SEO expert must check keywords setup and traffic

• Spider web will check if is good and collect the website

• Look like a 5 check must you look perform

• Speed will show where traffic generate form

• Be kind

• Tell why good for you! Also you must have well content

Content must follow

• All on content pages for new customers
• website
• feature and products
• main page
• gate and non-gates All in page contact in help provide audience and content: Map all funnel see and do
• good work and great