GIVE AN DETAIL OVERVIEW ON DIGITAL MARKETING

Digital marketing is the promotion and marketing of goods and services to consumers through digital channels and electronic technologies. These digital channels can include the internet, mobile devices, social media platforms, webinars, search engines, online customer communities and other digital platforms.

1. DIGITAL MARKETING

2. KEYPOINTS What is digital marketing ? Benefits of digital marketing What does digital marketing consist of ? SEO PPC SMM Content writing Digital marketing measurement

3. DEFINITION Digital marketing is the promotion and marketing of goods and services to consumers through digital channels and electronic technologies. These digital channels can include the internet, mobile devices, social media platforms, webinars, search engines, online customer communities and other digital platforms. Digital marketing also includes a range of approaches and tactics to reach and persuade the target audience through digital media, including email marketing, social media marketing, search engine optimization SEO ,  content marketing  and online advertising. The process can involve digital marketing tactics -- for example, creating an  Omni channel  presence, developing trust with consumers, using marketing automation tools and personalizing marketing content -- similar to those in traditional marketing. Organizations can combine both traditional and digital marketing techniques as a strategy. With a digital marketing strategy, organizations are able to support larger marketing campaigns to improve brand awareness and recognition, generate leads, increase website traffic and, ultimately, drive sales and business growth. Digital marketing is effective because organizations can target broad and specific audiences with relevant campaigns and messaging. of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

4. BENEFITS OF DIGITAL MARKETING

5. OBJECTIVE Reach the right audience Engage with your audience Motivate your audience to take your action Maximize return on investment(ROI) return on investment(ROI)

6. DIGITAL MARKETING TOOLS Sprout Social Loomly Audiense SendGrid Lemlist ClearScope SEMrush Unbounce

7. DIGITAL MARKETING CONSIST OF

8. WHAT IS SEO SEO means Search Engine Optimization and is the process used to optimize a website's technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries, and as a consequence, search engines rank them better. Search engines recommend SEO efforts that benefit both the user search experience and page’s ranking, by featuring content that fulfills user search needs. This includes the use of relevant keywords in titles, meta descriptions, and headlines (H1), featuring descriptive URLs with keywords rather than strings of numbers, and schema markup to specify the page's content meaning, among other SEO marketing best practices. get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more relevant to the query. If you have ever wondered why some of these websites rank better than the others then you must know that it is because of a powerful web marketing technique called Search Engine Optimization (SEO) .

9. OPTIMIZATION

10. PPC(PAY PER CLICK) Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher every time an advertisement link is “clicked” on. Alternatively, PPC is known as the cost-per-click (CPC) model. The pay-per-click model is offered primarily by search engines (e.g., Google) and social networks (e.g., Facebook). Google Ads, Facebook Ads, and Twitter Ads are the most popular platforms for PPC advertising. What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically

11. ADVANTAGE S OF PPC Cost effective - because you only pay when a user reaches your website, it can be good value for money. You can choose to spend as much or as little as you like. Targeted - you can choose your audience according to demographics like location, language and device. Measurable - PPC campaigns can be set up to measure effectiveness carefully. You can determine exactly how much your return on investment is. Customizable - as you run your campaigns, you can make many small adjustments to improve based on what works best. Training resources   - there are many (often free) online courses and training materials to help you develop your skills. Fast - you will see the impact of your PPC efforts almost immediately. Organic search engine optimization (SEO) tactics can take months to make a difference.

12. DISADVANTAGE S OF PPC Skills required - it can take some practise to set up effective campaigns. Many businesses choose to use a specialist agency. Costs can quickly add up - if you aren't monitoring and optimizing your campaigns to ensure you get a return on investment, money could be wasted. You will need to allocate budget for PPC campaigns, unlike SEO tactics where the investment is time and skills. Clicks and visits don't always lead to sales - you will need to convince the user to 'convert' once they reach your website.  Time investment - you can't just set up and leave your PPC campaigns. You need to invest time into optimizing and improving to get the best results.

13. WHAT IS SMM Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. Social media marketing ( SMM ) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

14. ADVANTAGE S OF SMM Increased Brand Awareness More Inbound Traffic Improved Search Engine Rankings Higher Conversion Rates Better Customer Satisfaction Improved Brand Loyalty More Brand Authority I ncreased Brand Awar More Brand Authority

15. DISADVANTAGE OF SMM Time-consuming and Resource-Intensive Difficulty in Measuring ROI and Attribution Negative Feedback and Reputation Management Challenges Platform Algorithm Changes and Organic Reach Decline Privacy and Security Concerns intensive

16. CONTENT WRITING A website content writer or web content writer is a person who specializes in providing relevant content for websites. Every website has a specific target audience and requires a different type and level of content. Content writing is the process of writing, editing, and publishing content in a digital format to engage your target audience. That content can include blog posts, video or podcast scripts, eBooks or whitepapers, press releases, product category descriptions, landing page or social media copy ... and more. A website content writer or web content writer is a person who specializes in providing relevant content for websites. Every website has a specific target audience and requires a different type and level of content .

17. ADVANTAGES You can practice alot Flexibility  – Content writing is completely flexible and can be done almost anywhere, be that an office, home, coffee shop, or if you’re lucky, even a tropical beach. It allows for remote working, which can attract clients worldwide. Creativity  – Content writing is a wholly creative skill that allows for expression through engaging words. A good content writer will be able to craft compelling content that connects to with readers. Variety  – Content writers are often skilled in various styles, meaning they can turn their hand to different projects depending on the needs of a company. Some companies have a light-hearted and conversational style, whereas others are more formal and professional.  Being able to do various styles and well can be very helpful for a business and its marketing. Reliability  – As those who share reliable sources of information, content writers are often seen as trustworthy people. Readers rely on them to provide accurate information on a range of subjects, and this is usually due to the amount of research that goes into various pieces of content.  This helps to  build brand awareness  and loyalty for businesses.

18. DISADVANTAGES Deadlines  – Often there are tight deadlines to meet when it comes to content writing as a lot of businesses have certain time-sensitive aspects to share with their customers. This can cause stress if there are a lot of deadlines to meet simultaneously for varying projects. Lack of Inspiration  – Because content writing is so closely linked with creativity, it is very easy to find a lack of inspiration occasionally, more commonly known as writer’s block. This can also be the case if a content writer has projects on an unfamiliar subject, or a topic that isn’t of much interest to them.  It is important to keep things fresh with new ideas, but also relevant to what the reader is looking for. Time  – If a content writer is unfamiliar with a certain subject, it will take a lot of time to research before the writing stage can even begin. As we mentioned above, things need to be relevant and engaging for readers and misinformation can cause a lot of upset. Researching is key to ensure that the information being shared is correct and up to date. Burnout  – As with any creative field, content writers are at risk of burnout. Within today’s highly technical and social world, the ever-changing algorithms can be exhausting to keep up with, especially for writers, so finding a balance is really important to avoid this .

19. DIGITAL MARKETING AREAS SEO (Search Engine Optimization) SMO (Social Media Optimization) SEM (Search Engine Marketing) SMM(Social Media Marketing) SEO (Search Engine Optimization) SMM(Social Media Marketing)

20. Benefits of Online Marketing over Offline Marketing High return on investment (ROI) through Online Marketing. Target only most interesting audience, pay only You can start without spending with small amount. Advertising your products on specific hours, time or day bases. Fully Controlled as per your location, budget and time. High return on investment (ROI) through Online Marketing. Fully Controlled as per your location, budget and time.

21. CONCLUSION The study started with the aim to analyse the different issues related to the digital marketing. Based on the discussion it has been found that in case of the digital marketing the most important aspect is to connect with the users. The ladder of engagement has shown the approaches to attach with the customers. The study has also revealed that in order to utilise the digital marketing in an effective way, the companies are required to design an effective platform. With the example of Pinterest the effectiveness of a social media platform has been discussed. The current trends in the digital marketing have also been discussed in the study. The study started with the aim to analyse the different issues related to the digital marketing. Based on the discussion it has been found that in case of the digital marketing the most important aspect is to connect with the users. The ladder of engagement has shown the approaches to attach with the customers. The study has also revealed that in order to utilise the digital marketing in an effective way, the companies are required to design an effective platform. With the example of Pinterest the effectiveness of a social media platform has been discussed. The current trends in the digital marketing have also been discussed in the study