Digital

Marketing

01 Introduction

“Digital marketing” is the process of building and maintaining customer relationships through online

activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both parties.

Digital Marketing using electronic media such asthe web, e-mail, interactive TV, IPTV and wirelessmedia in conjunction with digital data aboutcustomers characteristics & behaviors.

02 Key components

Search engine optimization (SEO) *

Pay per click (PPC) *

Social media marketing (SMM) *

Email marketing

Display advertising (banner ads)

Affiliate marketing

Content marketing

Online reputation management (ORM)

03 SEO

“Search engine optimization” (SEO) is theprocess of improving the volume and/orquality of traffic to a web site from searchengines via "natural" or un-paid ("organic" or"algorithmic") search results.

All major search engines such as Google, Yahoo and Bing havesuch results, where web pages and other content such as videosor local listings are shown and ranked based on what the searchengine considers most relevant to users. Payment isn’t involved,as it is with paid search ads.

04 PPC

Pay Per Click (PPC) Marketing is surging inworldwide popularity as one the most costeffect ways to maximize the leads and salesfrom your website.

In PPC marketing, the control you haveover your campaign is unparalleled, and thereal-time tracking of advertising efficiency isunique and invaluable.

05 SMM

"Social media Marketing" is a way for peopleto communicate and interact online. While it hasbeen around since the dawn of the World WideWeb, in the last 10 years or so we've seen a surgein both the number and popularity of social mediasites.

It's called social media because users engagewith (and around) it in a social context, which caninclude conversations, commentary, and otheruser-generated annotations and engagementinteractions.

06 Email marketing

Email marketing is using e-mail as a means of promoting yourproducts or services. This can be direct one to one e-mails buttypically it relates to sending e-mails to a group of people thathave subscribed to a mailing list.

Sending promotional e-mails in order to acquire new customers or convincing current customers to purchase something immediately.

Sending emails specifically designed to enhance relationships with current or previous customers, to encourage customer loyalty and repeat business.

Adding advertisements to others companies’ e-mails (on a partnership basis) to gain exposure within a new market.

07 Display Advertising

Display advertising is an online form ofadvertising similar to billboards, televisionads and print ads. The ad has a simpleconcept and instantly provides the viewerwith upfront information about theproduct or service.

A display ad is embedded into a webpage and consists of images and text. Itcan include sounds, animation or video toattract more attention, or with the help ofsome programming, can be highlyinteractive.

08 Affiliate Marketing

A technique where other publishers andwebsites will promote your business. Basically theway it works is that an Affiliate is rewarded everytime a visitor, customer or sale for your businessis generated through an advertisement on theirwebsite.

There are many different ways compensation isprovided, but the concept remains consistent :you pay them for generating business for you.

09 Content Marketing

Content marketing is a relatively newtype of marketing that provides freemedia-type content to customers inexchange for their attention. Unliketraditional advertising which interruptscustomers to get noticed, contentmarketing provides content thatcustomers want in exchange forpermission to market a product orservice.

10 ORM

Online reputation Marketing is important.With the huge and ever-growing populationsearching online to evaluate businesses, badcomments and reviews about your businesscan gravely affect your target market’spurchasing decision.

This is why it is critical to monitor youronline reputation and take a plan of action tocounter any negative material and proactivelyact to produce positive material about you,your brand, your business, and yourproducts/services.

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