1. Introduction
to
Digital
Marketing
Prateek Modi

2. Introduction
to
Digital
Marketing
Prateek Modi
Namaste.
My name is Prateek and I’m a seasoned
marketer with over 7 years of experience
in digital.
I work with startups and large companies
to develop intelligent and effective online
campaigns.
I also work as a digital marketing trainer
to help people understand this field.
I hope you enjoy this presentation. Feel
free to contact me with
questions/suggestions.

3. Digital Marketing
The What, Why, How,
and Where

4. Introduction to Digital Marketing
• What is digital marketing?
• Search Engine Optimization
• Web Analytics
• Pay Per Click Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Marketing
• Digital Display Marketing
• Mobile Marketing
• On-line Video Marketing and On-line PR
Through the lens of:
• The Marketing Tools
• The Web
• The Mobile Space
• The Social Grid
• Advertising

5. What is Digital Marketing?
Digital marketing is marketing that makes use of electronic
devices such as computers, tablets, mobile phones, digital
billboards, and game consoles to engage with consumers and
other stakeholders to promote your products, services and
brands.
Internet Marketing is a major
component of digital marketing.
In Plain English –
Getting found online.

6. The 7 C’s of Digital Marketing
 Customer
 Content
 Conversation
 Convenience
 Customisation
 Collaboration
 Context
 Convergence

7. The 7 C’s - Customer
Even though the format still runs like
clockwork for advertisers, the future of
advertising is not more display
advertising, it is utilizing the mechanics
and dynamics of the online conversation
in order to create buzz, attention and
interest in arenas where we
are not interrupting
conversations, but
contagiously igniting them
Content : “Great, creative storytelling

8. The 7 C’s - Content
Powerful content tells a powerful story which ignites conversation and spreads
Unlike traditional advertising which “interrupts”, digital marketing
works best when you take “permission”

9. The 7 C’s - Conversation
Are you winning
customer love
(loyalty)?
Are you listening and talking to your
customers?

10. The 7 C’s - Convenience
ATTENTION IS…
a. becoming increasingly
expensive
b. becoming increasingly
difficult to hold
…IS YOUR MARKETING MAKING PEOPLE’S LIVES EASIER?
1. Advise
2. Easily buy
3. Exclusive Offers
4. Customer service

11. The 7 C’s of Digital Marketing- Collaboration

12. The 7 C’s of Digital Marketing- Collaboration

13. The 7 C’s - Context
Products are just things and have
no innate value. It is only when
they are introduced into a situation
(or context) of importance to the
customer that they become valuable.
It is the context surrounding the
product that is important, and it’s in
these situations that companies are
real experts at adding great value.

15. Search Engine Optimization
Search engine optimization (SEO) is the
process of improving a website for better visibility
In a search engine’s search results.
Higher ranks = More visitors
SEO may target different kinds of search,
including image search, local search, video
search, academic search, news search and
industry-specific vertical search engines.

16. Why is SEO important?

17. Why SEO Matters?
• SEO is important as it
improves the odds of
someone finding your
company online.
• Online visibility can
help your credibility
and brand awareness.
• Next to Email, Search is
the most popular online
activity.

19. SEO Scope
• Optimized page ranking within 4 months
• Atleast 20% increase in web traffic
• Qualitative improvement in brand presence
• Awareness Creation
• Brand Recall

21. SEO Methodology
Keyword
Research: 1
Month
•Large scale
keyword
discovery
•Search
volume and
competition
analysis
•Client
validation &
confirmation
•Final keyword
selection
On Page
Optimization: 1
month
•Meta Tags
Implementation
•Accessibility by web
crawler
•Page Title Assigning
•Code Optimization
•Content Optimization
•Remove duplication
of site content if any
•Image & Video
Optimization
•Improvement in
website navigation
Off Page Optimization:4
months
•Directory Submission
(alternate days)
•Link Building (daily)
•Social
Bookmarking(alternate
days)
•Classified Ads
Posting(alternate days)
•Blog Posting (weekly)
•Article Posting (weekly)
• Forum & Social Network
Posting (daily)
•Reviews & Search Engine
Analysis (1 Month)

22. Basics of SEO - Some Strategies
1. Domain name strategies
• Domain names are traffic magnets.
• Choose a domain name that will increase your search engine ranking.
How?
• Simple, short, no hyphens, no numbers.
• Use keywords, common words, advertising terms, product names.
• Choose a keyword that is important for your business.
2. Linking strategies
The more inbound links the higher the SE ranking
quality of inbound links is critical
How to increase links:
• Good content
• Good outbound links
• Target a list of sites from to request inbound links .
Links for the sake of links can damage search rankings

23. SEO Strategies
3. Keywords
• Important in optimizing rankings.
• Keywords are words that appear the most in a page.
• The spider chooses the appropriate keywords for each page, then sends
them back to its SE .
• Your web site will then be indexed based on your keywords .
• Can be key phrases or a single keyword.
Like: education centre, best language centre in Delhi, sales training centre
4. Title tags
• The first thing that a search engine displays on a search return.
• Must keywords in title to be ranked no. 1.
• Should have the exact keyword you use for the page.
• Every single web page must have its own title tag.

24. Best SEO Strategies/Techniques
5. Meta description tags
• Displayed below the title in search results.
• Use dynamic, promotional language.
• Use keywords
6. Alt tags
We include keywords in your alt tags

25. Web Analytics
Web analytics is the
measurement, analysis
and reporting of
internet data to
understand audience
behaviour.
Google Analytics is the most widely used on-
site web analytics service; although
new tools are emerging that provide
additional layers of information,
including heat maps and session replay.

26. Web Analytics
1. Used as a tool for market research, understand
audience behaviour, to assess and improve the
effectiveness of a web site.
4. Measure results of
traditional print or
broadcast advertising
campaigns.
2. It helps one to estimate how traffic
to a website changes
after the launch of a new advertising
campaign.
3. Improve marketing by
gauging traffic and popularity of
trends

27. Web Analytics- Categories
two categories:
Off-site
Web analysis regardless of
whether you maintain a website. It
includes the measurement of
potential audience (opportunity),
share of voice (visibility), and buzz
(comments) that is happening on
the Internet as a whole.
On-site
Measure data/behavior on your website. This
includes its drivers and conversions; for example,
which pages landing pages are getting most
visitors or conversions.
This data is typically compared against key
performance indicators and used to improve the
overall digital marketing campaign

28. Web Analytics- Example (Offsite)
Google Trends

29. Web Analytics – Example (On-site)

30. Pay per click (PPC) Marketing
Pay Per Click - an Internet advertising model used to direct traffic to websites, where
advertisers pay the publisher (typically a website owner) when the ad is clicked.
• With search engines, advertisers typically bid on keyword phrases relevant to
their target market.
• PPC "display" advertisements, also known as "banner" ads, are shown on web
sites or search engine results with related content that have agreed to show ads.

31. Search Marketing
• Keyword/competitor research
• Keyword selection
• Ad copies selection
• Landing page creations
• Hosting the landing page
• Ad group creation and getting the
campaign live.
• Managing and optimizing the campaign.
• Replacement of certain keywords, ad copies and landing page
to optimize the campaign and achieve better results.

32. What are Paid Listings?
These are listings that search engines sell to advertisers, usually
through paid placement or paid inclusion programs. In contrast,
organic listings are not sold.
Paid inclusions
- Advertising programs where pages are guaranteed to be
included in a search engine's index in exchange for payment.
- No guaranteed ranking
- Payment made on a Cost Per Click (CPC) basis .
Paid placements
- Advertising programs where listings are guaranteed to
appear in organic listings.
- The higher the fee, the higher the ranking. E.g. sponsored links
and Google’s Adwords

34. Benefits Of SEM
It enables
Potential
clients are
connected
directly with
business.
potential
customers to
access online
business
whenever
they want.
It is the most
cost-effective
marketing
strategy.
Enhances
chances for
growing
businesses to
get ahead of
the
competition.

35. SEM (PPC)
Setting up the campaign
•Deep keyword
research for
thousands of
words
•Competitor
analysis
•Ad copy design
•Ad group creation
•Landing page
design
•Landing page
HTMLization
Campaign setup
•Uploading
keywords and
ad copies
•Uploading
landing page
•Tracking code
insertion on
landing page
•Bidding the
appropriate
price for the
keywords
Daily analysis of
campaign
•Bid price •
•Click rate
•Impressions •
•Conversions
•Bounce Rate
•
•
Campaign
optimization
Checking appropriate
bidding
Enhance keyword
selection by removing
non -performing
keywords and
selecting
performing/high traffic
keywords.
Making appropriate
changes on the
landing page if
required.
Make suitable changes
to ad- copies if
required.

36. Digital Display Advertising (Banner Ads)
Online Display advertising appears on web
pages in many forms, including web
banners, leader boards, skyscrapers, large
boxes, and other sized graphical ads.
Display ads use eye-catching visuals to
quickly grab catch the attention of website
visitors browsing the pages on which they
are featured.
Display ads are sold on non-search website
and can be served either by individual
websites, or a publisher’s own ad servers.
Basis banner ads:
I.
II.
Cost per mili (CPM)
Cost per click (CPC) Samples of typical
banner ads

37. Let’s talk about
Social Media

38. • A platform to build social networks/ social
relations among people who share similar
interests, activities, backgrounds or real-
life connections.
• Dedicated application that enables users to
communicate with each other by posting
information, comments, messages, images,
etc
What is a social networking
website?

40. Why Social Media Marketing?
• It is a new buzz in the world, across individuals and corporate.
• Measurable You can keep track of number of followers, fans, users and
members who are part of the group.
• Cost effective medium
• Get instant results
• More accessibility
• Brands and individuals can interact with their clients or customers
directly.

42. One message on social media…

43. …has the potential to reach millions

44. Social Media Marketing
Advertising on social networking sites as Face book, Twitter, LinkedIn, YouTube.
• Media buying
• Creating pages and accounts
• Program updates & news feeds
• Articles
• Blogs
• Press releases
• Feedback responses
• Weblink to enquiries and registrations
i) May I help you/ contact us

45. Understanding the Landscape of Digital Media

47. Social Media Marketing- Facebook Rules
• More than 50% of active users log in to Facebook in any given day.
• Facebook has 45 million users in India.
• Average user has 130 friends.
• More than 900 million objects that people interact with (pages,
groups, events and community pages).
• The average time spent 3 hrs per month
• More than 350 million active users currently access FB through their
mobile devices.
• Is on road to become the next Google, is transforming to a Social
Media based Search Engine.

48. Social Media Marketing- Quick Tips
Update the status daily with
• The current news of industry trends/current affairs
• Views of professionals
• Management tips, sales tips
• Guidelines for facing interviews, group discussions
E.g.:Seven Tips for Management Success
How Air India Improved its market share
Which will help to get daily attention and increase the number of likes and
visitors.
Helpdesk:
Working as a helpdesk for the visitors by replying them immediately and
answering their queries.
E.g.: Thanks for reaching us, how can we help you today?

49. Social Media Marketing- Quick Tips
Poll Questions:
Ask questions on regular basis and also award them with the gifts.
E.g.: Make sure your you comment on today’s blog post to win two free tickets!
This will increase the number of participants and likes rapidly
Link Posting:
We will post variety of links on continuous basis related to
• Effect of training
• latest happenings in the Corporate sector
• management experts views
• biography of young achievers and so on
E.g.: The most amazing success story, how can you improve your English
speaking. /
http://www.businessblog360.com/2008/06/05/sameer-gehlaut-youngest-self-made-
billionaire-of-india

50. Create
Awesome
Content

51. Social Media Marketing – Content Examples

52. Social Media Marketing- Quick Tips

53. How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro

54. How to Produce Good Content
(its all about content, content content)
• Keep your customer in mind
• Entertain, Educate, Surprise, Inform, Elaborate
• Be consistent
• Use a content calender
• Not all ideas are good. Create a massive list
• Work on outlines and titles first
• Piggy-back when possible

55. Email Marketing
Email marketing is directly marketing a commercial message to a group of
people using email.
It usually involves using email to send ads, request business, or solicit sales
or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either cold lists or current customer database.
Steps involved in Email Marketing are:
• Emailer design
• Emailer HTMLization
• Database collection
• Database filtering based on demographics
• Domain verification
• Emailer upload
• Text Emailer
• Database upload
• Bulk Emailers blast

56. Affiliate Marketing
Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each visitor or customer brought about by the
affiliate's own marketing efforts.
The industry has four core players: the merchant ('retailer' or 'brand'), the network,
the publisher (also known as 'the affiliate'), and the customer.

57. Affiliate Marketing – An example

58. Online PR
Online PR- involves activities
geared towards influencing
media and audiences that
exist solely on the Internet.
• Includes search engines,
blogs, news search,
forums, discussion threads,
social networks and other
online communication
tools.
• Focus area- Brand
reputation monitoring and
management.

59. Online Video Marketing
Online Video Marketing- Making videos and posting them online is
fairly inexpensive.
• Videos were 50 times more likely to
receive an organic first page
ranking than traditional text pages.
• Online videos stay online forever.
• Money is spend to record a video
once but it could still be getting
views a year later.
• Social media sites and videos go
hand in hand and most sites
encourage video posting and
sharing.

60. Online Video Marketing –
An Example that shows the Power
In the first four days, the video had
four million views, swelling to 19
million in three weeks.
On Facebook 6.5 million users have
shared it, while 40 radio stations
have played it across the world.
At last count in February-end, the
video had registered over 46.5
millions views on YouTube
Downloaded by two million people
on their mobiles.
Why this Kolaveri Di

61. Mobile Marketing
Mobile marketing - marketing on or with a mobile device such as
a cell phone, enabling the distribution of any promotional/
advertising messages to customers.

62. What’s Mobile Marketing?
Talk + Text + Web + Media + Apps
= Mobile Devices

63. Why is Mobile Marketing important?

64. Why is Mobile Marketing important?

66. Mobile Marketing - Example
Imagine you walk into a mall on a Saturday evening. Instead of walking through 5 floors, you
get notified on your mobile about the best offers going on in your favorite stores.
Imagine not having to hunt around for an empty restaurant – you get notified of waiting
times!
Imagine not having to hunt through thousands of products – you get suggestions on
great products based on your purchase history.
1. Spread across 250 store locations
2. 73% of the signups made a
purchase
3. Helped Kiehls understand product
popularity affordably

67. 9 Steps to developing your own digital
marketing strategy
1. It all begins with the customer, listen!
2. But don’t forget about your objectives
3. Make sure you know what you’re already doing
4. Play to your strengths and manage your weaknesses
5. Find out what your competition is doing
6. Craft a strategy based on your strengths and capabilities
7. Implement at the speed of light
8. Measure everything in real time
9. Continuously review, adjust and improve the customer experience

68. Do you want more traffic, leads or sales?
Facebook.com/prateekmodifyed
Twitter.com/modifyed
Thank you!