Digital Marketing Parag Narendra Achaliya paragnachaliya

1. Digital Marketing • Parag Narendra Achaliya • www.paragnachaliya.in

2. Session Flow What is Digital Marketing? 1 Benefits & Scope of Digital Marketing 2 3 Machine Learning With Digital Marketing 4 Why Choose A Career In Digital Marketing?

3. Digital Marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phone display advertising, and any other • digital medium. What Is Digital Marketing?

4. Traditional V/s Digital Marketing Traditional Marketing Digital Marketing Factors Limited to Area Not Specific Reach Very Specific Targeting Not Specific Very Expensive Not Expensive Price Return on Investment Not Guaranteed Guaranteed

5. Digital Marketing Modules 1 Search Engine Optimization (SEO) It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. 2 Search Engine Marketing (SEM) SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines. Social Media Optimization Social media marketing is the use of social media platforms and websites to promote a product or service. 3 4 Inbound Marketing It is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. Email Marketing It is the act of sending a commercial message, typically to a group of people using email. 5 6 Web Analytics It is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.

6. Search Engine Optimization Search Engine Optimization (SEO) is the activity of optimizing web pages or whole sites in order to make them search engine friendly, thus getting higher positions in search results. SEO is all about optimizing a website for search engines. • SEO is a technique for: • Designing and developing a website to rank well in search engine results. • Improving the volume and quality of traffic to a website from search engines. • Marketing by understanding how search algorithms work, and what human visitors might search. Not Guaranteed Organic Results

7. Search Engine Marketing Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising. • Search Marketing Approaches • Search marketing works with two approaches − • Earning traffic through unpaid or free search listings (SEO Methods) • Buying traffic through paid search listings (PPC Ads) Not Guaranteed Not Guaranteed

8. Social Media Optimization • Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. • Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as:

9. Social Media Optimization The following points are the backbone of any well-laid SMO strategy − Set measurable and achievable goals. Research over market and trends. Explore more social networking platforms. Reflect your presence on all. Choose core topics related to your business. Use them in content. Set Social Engagement parameters. Plan your resource use. Track your results.

10. Inbound Marketing Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media. The Four Phases of the Inbound Marketing : 1. Attract 2. Convert 3. Close 4. Delight

11. Email Marketing • Promoting a business by sending emails and newsletters is what we call email marketing. • No marketing category has the longevity of email marketing. While some marketing trends come and go, email remains the most powerful channel available to the modern marketer. • Email is a tool that nearly everyone uses today, and it continues to grow and be more prevalent in the lives of people around the world. • There are three times more email accounts than there are Facebook & Twitter accounts combined.

12. Email Marketing Define Test Send Measure Report 1 2 3 4 5 • Name a Campaign • Name a Subject • Enter Details Test through browsers, Email clients Deliver immediately or send at scheduled time • Opens and clicks recipient activity worldwide, etc Email Client Bounce Summary, social sharing, etc

13. Web Analytics • Web Analytics is a technique that you can employ to collect, measure, report, and analyze your website data. • It is normally carried out to analyze the performance of a website and optimize its web usage. • Web Analytics is an important technique for all those people who run their business online.  • Using Web Analytics, we can − • Have a clear perspective of website trends • Monitor web traffic and user flow • Demonstrate goals acquisition • Figure out potential keywords • Identify segments for improvement • Find out referring sources

14. Current Trends in Digital Marketing

15. How Will Machine Learning Change the State of Digital Marketing? • One of the major innovations in the digital marketing industry is the introduction of artificial intelligence tools to help streamline marketing processes and make businesses more effective. • According to QuanticMind, of leaders believe that the future of marketing lies in the ways that digital marketers work alongside machine-learning based tools. 97%

16. Machine learning & Digital Marketing Search Engine Optimization Pay Per Click (PPC) Campaigns With Google launching new “smart” features such as Google Smart Bidding, Smart Display Campaigns, and In-Market Audience to help businesses maximize conversions, it is clear that the future of PPC lies in machine learning. SEO is still a major player in a well-rounded digital strategy, with many digital marketers choosing to specialize in this highly sought-after skill. • Content marketing PPC Link Building • SEO Content Marketing Link Building The internet has become inundated with too much content.  Machine learning tools allow you to reduce the amount of time you spend tracking your data, as well as enable you to better decipher your data so that you can create actionable tasks that will lead you to success. After Google released the Penguin algorithm, many thought that link building was dead because Penguin penalized any business it caught buying links. But, instead of dying out, link building has evolved.

17. Why Choose A Career In Digital Marketing? Digital Marketing helps professionals explore their creativity. It does not matter to which professional background you to. There is room for everyone. Any professional background An entrance level digital marketing expert can easily earn Rs.15,000/month to 18,000/month. Senior in the industry get highly paid jobs of 3 lakh to 10 lakh per annum. Salary • Ranked after China, India is the second largest online market, with over 460 million internet users. The assumption is that by 2021, there will be about 635.8 million internet users in India. Growing Internet users Variety Digital marketing is a huge industry and there is a lot going on under one umbrella. You have diverse opportunities where you can become a SEO or PPC executive, online PR expert content writer, email marketer, social media or mobile marketer, e-commerce executive, inbound marketer.