2. Digital Marketing - SEO-Mobile Marketing-Content Marketing-PPC

Lesson No.2 Digital Marketing

Note: All the topics are explained in detail with extra content which may be not in the syllabus/textbook. Use the ppts for extra  knowledge/reference. 

For studying use the Textbook

Part 1 - PPT

Traditional Marketing
Traditional marketing is a type of marketing where you promote your brand through the advertisements that we see and hear every day like Newspaper, Radio, Print, Magazine, billboard, calling, etc.
Traditional marketing stands for various offline advertising and promotional methods.

Print Media
Print media is a form of advertising that has existed for decades now. Every major event was first pushed through different forms of print. Before the advent of even telephones to communicate, newspapers, brochures, leaflets and flyers were used to get the attention of people everywhere.  Even with the internet taking over, print media has still been one of the most popular forms of advertising and communication.
Broadcast media
Broadcast media includes marketing through mediums like the Television and Radio. Slowly as different forms of communication took over, Television and Radio became widely accessible. Companies who wanted to increase their reach to a wider and larger audience started using these modes to communicate. This mode of communication helps reach a large group within a limited period of time, which is why it’s still extremely effective.
Direct Mail
Direct-mail marketing creates awareness of a product through postcards, brochures, letters and fliers sent through mail. Direct mail is called a targeted type of marketing strategy because information is sent to a specific target market.
Referral
Referral marketing, also known as word of mouth, relies on customers to spread information about products or services
Outdoor
Outdoor marketing includes spreading the message across with mediums such as hoardings, billboards, taxis, bus shelters, benches and buildings.

Digital Marketing

• Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
• Digital marketing is all about engaging the audience in an interactive and engaging with a large target audience.
• Digital marketing includes a very broad form of communication.

The digital marketing methods include using the following platforms:
Social Media Marketing, Email Marketing, SEO (Search Engine Optimization), PPC (Pay Per Click), Social Media, Online Advertising, Viral Marketing, Text Messaging


Benefits of Digital Marketing

• Reach the right audience
• Engage with your audience
• Motivate the audience
• Maximize returns on investment

SEO

• Search Engine Optimization is the process of boosting content and technical
• set-up of the website so that it appear at the top of a search engine result for specific keywords.
• SEO is to  attract visitors to your website when they search for products or services related to your business.
• To put it in very simple terms, search engine optimisation is defined as using tools that increase and maximise the number of viewers on a website.
• This particular system ensures that a website ALWAYS appears on the top of the search list

Mobile Marketing
Mobile Marketing can be understood as the art of marketing your business to connect, convince and convert mobile device users into customers.
Mobile Marketing Channels such as –
Location-based service (LBS), Augmented Reality, 2D Barcodes, GPS messaging

App-based marketing, In-game Mobile Marketing, QR codes, Location-based Mobile Marketing, Mobile Search Ads, Mobile Image Ads, SMS


Social Media Marketing
Social media marketing is the action of creating content to promote your business and products on various social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Youtube, Pinterest, ettc..

Facebook, Users: 1.73 billion daily active users worldwide,
Industry impact: B2C, Best for: Brand awareness; advertising

Twitter, Users: 126 million daily active users worldwide, 
Industry impact: B2B and B2C   Best for: Public relations; customer service

Instagram, Users: 1 billion monthly active users, Industry impact: B2C
Best for: Natural-looking media, behind-the-scenes, and user-generated content; advertising

LinkedIn, Users: 675 million monthly active users worldwide,  Industry impact: B2B, Best for: B2B relationships, business development, and employment marketing

YouTube, Users: Over 2 billion logged-in monthly users worldwide,
Industry impact: B2C, Best for: Brand awareness; entertainment, and how-to videos

Snapchat, Users: 229 million daily active users worldwide
Industry impact: B2C, Best for: Brand awareness; advertising

Pinterest, Users: 367 million monthly active users Best for: Visual advertising; inspiration

Benefits
1. Increase Brand Awareness
3. Foster Relationships With Customers
4. Learn From Competitors


Content Marketing

• Content Marketing denotes the creation and promotion of content assets in order to generate brand awareness, lead generation, traffic growth and customers.
• The channels that play part in your content marketing include video, blogs, e-books, etc.

Various formats
Blogs containing articles, info-graphics
YouTube  Videos
E-books
How to do Articles/Videos

Content is King. Quality content is the fuel that drives your Digital Marketing strategies.
Another useful way to reach to customers is the way through contents. Contents written in any website/ portal or even physical means, are a way of attracting people to buy the products or avail the services. The words combined with images becomes a very powerful way to persuade people to anyhow buy the products and this way companies go higher and higher with sales in the digital world. Various Content formats includes – images, infographics, videos, articles & even emojis

Paid Search or PPC (Pay per Click)

• Paid search or Pay-per-click (PPC) advertising refers to the “sponsored result” on the search engine results pages (SERP).
• 
  
• PPC ads are visible, flexible and effective for many different types of organizations.
• With paid search, companies have to pay only when their ad is clicked.
• The ads can be tailored to appear when specific search phrases are entered, targeting them to a particular audience.

Google Ads, i.e. Google AdWords, is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results.
Since advertisers have to pay for these clicks, this is how Google makes money from search.