A

PROJECT REPORT

ON

“THE EFFECT OF BRANDING ON PRODUCT MARKETING”

SUBMITTED TO QUANTUM UNIVERSITY, ROORKEE

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THEAWARD OF
THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
(BATCH 2020-2023)

UNDER THE SUPERVISION OF: SUBMITTED BY:

Dr. Nirmesh Sharma Deepak Mishra
(Assistant professor) QID : 20080028

QUANTUM UNIVERSITY, ROORKEE

22km Mile Stone, Mandawar, Roorkee- Dehradun Highway (NH-73), Roorkee-247667
(Uttarakhand),India
 DECLARATION

I hereby declare that this report is a bona-fide work done by Deepak Mishra for
the award of degree of ‘Bachelor of Business Administration” submitted to
Quantum University, Roorkee. The results embodied in this report have not been
submitted to any other University or Institution for the award of any
Degree/Diploma Certificate or Published any time before.

Name: Deepak Mishra

QID : 20080028
Signature:
Date:
 CERTIFICATE

I have the pleasure in certifying that Deepak Mishra is a bonafide student of BBA (Batch
2020-23), of Quantum University, Roorkee. I certify that this is him original effort & has not
been copied from any other source. This project has also not been submitted in any other
University for the purpose of award of any Degree.This project fulfills the requirement of the
curriculum prescribed by this University for the said course. I recommend this project work
for evaluation & consideration for the award of Degree to the student.

Signature : ……………………………………

Name of the Guide : Dr. Nirmesh Sharma

Designation : Asst. Professor

Date : ……………………………………
 ACKNOWLEDGEMENT

I would like to express my gratitude and appreciation to BBA program coordinator Dr.
Nirmesh Sharma , who gave me this opportunity to work on this report. Special thanks to
my Project Guide, Dr. Nirmesh Sharma, for the project whose help, suggestions and
encouragement helped in all the ways throughout the preparation of this report. I also
sincerely thank them for the time spent proofreading and correcting my mistakes.

Name of the student ; Deepak Mishra

My project guide : Dr. Nirmesh Sharma
QID:20080028
 INDEX

S.no. CONTENTS Page No.

01
1. Introduction

2. What is Digital Marketing?

02

3. Digital Marketing channels. 04

4. Web Development. 25

5. What is CMS? 27

6. Directory Submission. 29

31
7. Conclusion.
 INTRODUCTION

Kolichina Raja Vikram Dev (KRV) is a passionate and creative marketer, with 10
years of In-depth experience in Marketing, Sales, Digital Marketing, Branding, Supply Chain
Management and HR Operations. He has worked in the large-scale organization like Godrej
& Boyce Mfg. Co. Ltd, Zuari Cements, Murugappa Group. Having 360- degree marketing
functional experience has helped him in setting up the entire marketing and operations at
start- ups like ProConstructors, Adept Concepts and Summation IT.

KRV Guru is a digital marketing, Branding, Web development, and training company
with experienced and passionate marketers. Experienced in SEO, Social media marketing,
online branding and reputation management. Having 10 years of in-depth experience in sales,
business development, marketing, branding and digital marketing, we can deliver the best
results with quick turn around time.
 What is Marketing?

Marketing is a broad term that refers to the activities and processes involved in promoting,
selling, and distributing products or services to customers. It encompasses a range of strategies
and tactics aimed at creating awareness, generating demand, and ultimately driving profitable
customer actions. Marketing involves understanding customer needs, developing effective
messaging and communication, and implementing various channels and techniques to reach and
engage target audiences. The primary goal of marketing is to create value for customers and
build strong, mutually beneficial relationships between businesses and their target markets.

Marketing involves several key components and activities, including:

1. Market Research: Gathering and analyzing data on customer preferences, behavior, and
market trends to identify opportunities and inform marketing strategies.

2. Target Audience Identification: Defining the specific customer segments or target

market that a product or service is intended to serve, and tailoring marketing efforts
accordingly.

3. Product/Service Positioning: Developing a unique value proposition and positioning

strategy that differentiates the offering from competitors and communicates its benefits to
the target audience.

4. Branding: Establishing and managing a strong brand identity that represents the
company's values, personality, and promises to customers.

5. Marketing Mix: Developing and implementing the "4Ps" of marketing: product, price,
place, and promotion. This includes decisions related to product design and features,
pricing strategies, distribution channels, and promotional activities.

6. Marketing Communication: Creating and delivering persuasive messages and content

through various channels, such as advertising, public relations, social media, content
marketing, and direct marketing, to reach and engage target customers.
 7. Sales Enablement: Providing sales teams with the necessary tools, training, and
resources to effectively sell products or services, including product knowledge, sales
collateral, and customer insights.

8. Customer Relationship Management: Building and nurturing relationships with

customers through personalized communication, customer support, loyalty programs, and
ongoing engagement to maximize customer satisfaction and retention.

9. Performance Measurement and Analytics: Monitoring and evaluating marketing

efforts through key performance indicators (KPIs), such as sales revenue, market share,
customer acquisition and retention, return on investment (ROI), and customer
satisfaction, to assess the effectiveness of marketing strategies and make data-driven
decisions.

10. Continuous Improvement: Continuously reviewing and optimizing marketing strategies

and tactics based on market feedback, industry trends, and customer insights to stay
competitive and drive business growth.

Overall, marketing plays a crucial role in connecting businesses with their target markets,
understanding customer needs, creating value, and driving profitable customer actions. It is a
dynamic and ever-evolving discipline that requires strategic thinking, creativity, and adaptability
to effectively reach and engage customers in a constantly changing marketplace.

Types of Marketing

There are various types of marketing strategies that businesses use to promote their products or
services and reach their target audience. Here are some common types of marketing:

1. Digital Marketing: Digital marketing encompasses various online strategies to reach and
engage customers. It includes tactics such as search engine optimization (SEO), search
engine marketing (SEM), social media marketing, content marketing, email marketing,
influencer marketing, and online advertising.

2. Content Marketing: Content marketing focuses on creating and distributing valuable,

relevant, and informative content to attract and engage a target audience. It can include
blog posts, articles, videos, podcasts, infographics, and eBooks, among others. The goal
 is to build brand awareness, establish thought leadership, and nurture customer
relationships.

3. Social Media Marketing: Social media marketing involves using social media platforms
like Facebook, Instagram, Twitter, LinkedIn, and YouTube to connect with the target
audience, build brand awareness, and promote products or services. It includes creating
and sharing engaging content, running ads, and fostering community engagement.

4. Influencer Marketing: Influencer marketing leverages the influence and credibility of

individuals with a large following on social media or within a specific niche. Businesses
collaborate with influencers to promote their products or services to their audience,
leveraging the influencer's reach and trust with their followers.

5. Email Marketing: Email marketing involves sending targeted promotional messages or

newsletters to a list of subscribers. It aims to build customer relationships, drive
conversions, and increase customer loyalty. Personalization and automation play key
roles in effective email marketing campaigns.

6. Search Engine Optimization (SEO): SEO focuses on improving a website's visibility

and ranking in search engine results. It involves optimizing website content, meta tags,
and technical elements to increase organic traffic and attract relevant visitors from search
engines.

7. Search Engine Marketing (SEM): SEM refers to paid advertising campaigns on search
engines like Google, where businesses bid on keywords to display their ads in search
results. It includes pay-per-click (PPC) advertising, display ads, and remarketing
campaigns.

8. Offline Marketing: Offline marketing refers to traditional marketing strategies that are
not conducted online. It includes tactics such as print advertisements, direct mail,
television and radio commercials, billboards, events, and public relations.

9. Guerrilla Marketing: Guerrilla marketing involves unconventional and creative

marketing tactics that aim to create buzz and generate attention. It often relies on low-cost
strategies, such as street art, flash mobs, stunts, or interactive experiences, to engage and
surprise the target audience.
 10. Product Placement: Product placement involves featuring a product or brand in movies,
TV shows, or other media content. It aims to create brand awareness and associate the
product with popular culture or influential personalities.

These are just a few examples of the types of marketing strategies available to businesses.
Effective marketing often involves combining multiple strategies and channels to reach the target
audience and achieve the desired marketing goals.

Advantages of Marketing

1. Increased Brand Awareness: Marketing helps create brand awareness and visibility
among the target audience. It enables businesses to reach a wide range of potential
customers and introduce their products or services to a larger market.

2. Customer Acquisition and Retention: Effective marketing strategies can attract new
customers and generate leads, leading to increased sales and revenue. Marketing also
plays a crucial role in nurturing customer relationships, fostering loyalty, and
encouraging repeat business.

3. Competitive Edge: Marketing allows businesses to differentiate themselves from

competitors. It helps highlight unique selling points, showcase product features and
benefits, and communicate why customers should choose their brand over others. This
competitive edge can lead to increased market share and customer preference.

4. Increased Sales and Revenue: A well-executed marketing campaign can lead to

increased sales and revenue. By creating demand, driving customer interest, and
promoting product benefits, marketing efforts can influence purchasing decisions and
contribute to business growth.

5. Product and Market Expansion: Marketing facilitates product and market expansion. It
helps businesses identify new market opportunities, launch new products or services, and
enter new geographical regions. Effective marketing can support business diversification
and expansion strategies.
 6. Customer Insights and Feedback: Marketing activities provide opportunities for
businesses to gather customer insights, feedback, and preferences. Through market
research, surveys, and engagement on various marketing channels, businesses can gain
valuable information that can guide product development, marketing strategies, and
decision-making.

Disadvantages of Marketing

1. Costs: Marketing activities can incur significant costs, especially for advertising, media
placements, and marketing campaigns. Businesses need to allocate budgets and resources
to execute marketing strategies effectively. For small or resource-limited businesses,
marketing expenses can be a challenge.

2. Uncertain Results: Marketing outcomes are not always predictable or guaranteed.

Despite careful planning and execution, marketing efforts may not always yield the
desired results. Factors such as market dynamics, customer preferences, and competition
can influence the success of marketing campaigns.

3. Increased Competition: As businesses invest in marketing activities, it can lead to

increased competition in the marketplace. Customers may be exposed to multiple
marketing messages, making it challenging for businesses to stand out and capture
attention.

4. Time and Resource Intensive: Marketing requires time, effort, and resources for
planning, implementation, and monitoring. Businesses need skilled marketing
professionals, creative assets, and analytical tools to execute marketing strategies
effectively. The demand for ongoing marketing efforts can put a strain on a business's
resources and personnel.

5. Negative Feedback and Reputation Management: In the digital age, businesses are
susceptible to negative feedback or online reputation issues. Marketing efforts can
sometimes attract criticism or negative reviews, which may require businesses to invest
time and resources in managing their reputation and addressing customer concerns.
 6. Changing Landscape and Technology: Marketing is influenced by evolving consumer
behaviors, technology advancements, and changes in marketing platforms. Businesses
need to adapt and stay updated with the latest trends and strategies to effectively reach
and engage their target audience.

It's important to note that the advantages and disadvantages of marketing can vary depending on
various factors such as the industry, target market, business size, and marketing approach. A
well-planned and executed marketing strategy can help businesses overcome challenges and
maximize the benefits of marketing efforts.
 What is Brand Promotion?

Brand promotion is the marketing communication strategy to inform, persuade, convince, and
influence the decision making process of buyers when they choose a particular brand. It is done
with the purpose of promoting brand awareness to create consumer’s interest. So they could
make sale and convert them into loyal customer.
Brand promotion is required because of the following reasons;
▪ Promote certain features of the brand like price and special schemes which are
being offered?
▪ Make the customer differentiate brands product from others because of certain
unique features,
▪ Increase the product demand,
▪ Establish positive image and brand equity

Importance of Brand Promotion

As we have discussed that the purpose of branding or brand promotion is to build and establish
the name or brand of the company which is very important not only for the large companies but
it is equally important for the small companies as well. Besides its business importance, branding
is also beneficial for the society as a whole and customers as well.

Benefits to Business

The most important benefits of branding to the business are that company’s brand can stand out
from the competition. Targeted market and customers are reminded and convinced that their
brand has been serving them and planning to do so continually in the future. Through this
marketing strategy company’s brand can increase the marketing share and existing sales as well.

Benefits to Consumer

Quality, price, and availability of the Product are some of the important concerns of the
customers while shopping; because customer has wide range of choices, and they also aware of
the dishonest vendors and traders who are out there to trick them. Here comes the role of
branding which informs about the company’s product or service long before they make the
purchase. It saves customers from being tricked by vendors and also saves their valuable time.
Benefits to Society

Branding is also beneficial to society as a whole in many ways. For instance, branding means
mass production of products which ultimately leads the company to economy of scale. It means
lower prices which every consumer wants. When more and more people are attracted to a certain
brand, then it would also require them to hire more people to perform their functions efficiently.
Job opportunities are created in this way which is beneficial to the society as a whole.

Brand Promotion Techniques

Brand promotion techniques include all of those tools which are usually used by the marketers
to communicate with their target market and end customers. Those marketing communication
tools for brand promotion are as follows;

Advertising

Advertising is convenient and economical method of promotion. It is good, it works. But the
problem with advertising is that it lacks the personal touch of belonging.

Personal Selling

The good thing about personal selling is that it involves face to face communication. Sellers
would get the feedback immediately after the transaction from the buyers. The problem with
personal selling is that it is time consuming and luxurious method. Advertising is a very good
option for establishing a brand.

Packaging

Packaging provides the brand with a distinctive edge which helps to differentiate its products
from the stock. Nowadays, perception and appearance have become very important with the
advancement of media and graphics. The better product looks, the more it sells. Customers are
even also willing to pay a higher price for the better appearance of the product. Companies are
spending more money on the packaging of their products to compete in the market.

360° Campaign

360 Degree is an integrated marketing approach that tries to reach customers at all levels of
communication channels. If such campaign is implemented successfully, then it could
maximize the brand reach.
What is Online Brand Promotion?

As the name implies, brand promotion means to promote your brand by using all the online
social and professional media platforms. Its purpose is to get as much exposure to your brand as
possible and at a very low cost. Online brand promotion is important because of the following
reason

▪ To increase your brand awareness

▪ Online platform is much wider and it covers a variety of demographic across the
globe
▪ One of the advantages is that it is inexpensive and economical

Key Benefits of Online Brand Promotion

Some of the benefits of online brand promotion are as follows

▪ There almost no barriers for newcomers, very simple and easy.

▪ The most interesting part of brand promotion is the automation of certain parts.
Which means a very big task of brand promotion is performed by few people in a
very less time at a very reasonable price.
▪ Online platforms welcome all the new small businesses who can’t compete in the
market because of their lower marketing and advertising budget.
▪ Tagging technology has made the online promotion much easier and measurable
rather than conventional billboards and banners.

Wrapping it up

Whether you’re a small brand or big brand, there’s no specific strategy and solution to promote
your brand. The most relevant and suitable promotion strategy should be adopted. Online brand
promotion shouldn’t be ignored either, it’s quick, effective and instantaneous. If a commercial
goes viral, then it would reach millions of viewers in a few days. Online and of line, both of
these platforms have their own important, therefore, they should be used according to your brand
required goals.
What is Product Marketing?

Product marketing is a comprehensive process that involves promoting and positioning a

product or service to target customers. It encompasses all the activities and strategies aimed at
bringing a product to market, generating demand, and driving its success. Here's a detailed
explanation of product marketing:

1. Market Research: Product marketing begins with thorough market research to

understand customer needs, preferences, and market trends. This involves analyzing the
target market, identifying customer segments, studying competitors, and gathering
insights to inform product development and marketing strategies.

2. Product Positioning: Product positioning involves defining how a product will be

perceived in the market and differentiating it from competitors. This includes identifying
unique selling points (USPs) and developing a value proposition that resonates with the
target audience. Product marketers articulate the product's benefits, features, and
advantages to create a compelling positioning statement.

3. Target Audience Identification: Product marketers identify the specific target audience
or customer segments that the product is intended to serve. They create buyer personas,
which are fictional representations of ideal customers, based on demographic,
psychographic, and behavioral characteristics. This helps tailor marketing messages and
strategies to effectively reach and engage the intended audience.

4. Messaging and Communication: Developing clear and impactful messaging is crucial

in product marketing. Product marketers craft persuasive messages that highlight the
product's value proposition, benefits, and unique features. They create compelling
marketing materials, such as product descriptions, sales collateral, website content, and
advertising copy, to effectively communicate the product's value to customers.
5.
6. Pricing Strategy: Product marketers play a role in determining the optimal pricing
strategy for the product. They consider factors such as production costs, competition,
customer perception of value, and pricing elasticity. Pricing decisions can significantly
impact market positioning, profitability, and overall market success.
 7. Go-to-Market (GTM) Strategy: A go-to-market strategy outlines how a product will be
launched, promoted, and distributed to the target market. Product marketers collaborate
with cross-functional teams, such as sales, marketing, and product management, to
develop a comprehensive GTM plan. This includes defining marketing channels, sales
tactics, distribution channels, and customer acquisition strategies to maximize product
adoption and revenue generation.

8. Marketing Campaigns: Product marketers develop and execute marketing campaigns to

create awareness, generate demand, and drive sales. They leverage various channels, such
as digital advertising, content marketing, social media, email marketing, events, and
public relations, to reach the target audience. Campaigns may include activities like
product demonstrations, webinars, influencer partnerships, and targeted messaging to
drive customer engagement and conversion.
9. Sales Enablement: Product marketers collaborate closely with the sales team to provide
them with the necessary tools, resources, and knowledge to effectively sell the product.
They develop sales training materials, product guides, competitive analysis, and customer
insights to enable sales representatives to articulate the product's value proposition and
address customer needs.
10. Performance Measurement and Optimization: Product marketers track and analyze
key performance indicators (KPIs) to evaluate the success of product marketing efforts.
This includes monitoring metrics such as sales revenue, market share, customer
acquisition, customer satisfaction, and brand awareness. Based on the analysis, product
marketers identify areas for improvement and optimize marketing strategies and tactics
for better results.

In summary, product marketing is a multifaceted discipline that involves conducting market

research, positioning the product, identifying target audiences, developing messaging, setting
pricing strategies, creating go-to-market plans, executing marketing campaigns, enabling sales,
and continuously measuring and optimizing performance. It aims to effectively promote and
position a product in the market, generate customer demand, and drive its success.
Strategy of Product Marketing

The strategy of product marketing involves a series of decisions and actions designed to
effectively promote and position a product in the market, generate demand, and drive its success.
Here are some key elements of a product marketing strategy:

1. Target Market Identification: Clearly define the target market and identify the specific
customer segments that the product is intended to serve. Understand their needs,
preferences, and pain points to tailor marketing messages and strategies accordingly.

2. Product Positioning: Develop a compelling positioning strategy that differentiates the

product from competitors and communicates its unique value proposition. Highlight the
product's key benefits, features, and advantages to create a clear and appealing position in
the market.

3. Market Research: Conduct thorough market research to gather insights about customer
behavior, market trends, and competitive landscape. This includes analyzing customer
needs, studying competitors, and identifying market opportunities to inform product
development and marketing strategies.

4. Messaging and Communication: Craft persuasive messaging that effectively

communicates the product's value proposition to the target audience. Develop clear and
impactful marketing materials, such as product descriptions, sales collateral, website
content, and advertising copy, to engage and inform customers.

5. Pricing Strategy: Determine the optimal pricing strategy based on factors such as
production costs, competition, customer perception of value, and pricing elasticity.
Consider pricing models, discounts, and promotions that align with the product's value
proposition and target market.

6. Go-to-Market (GTM) Plan: Develop a comprehensive GTM plan that outlines how the
product will be launched, promoted, and distributed to the target market. Define
marketing channels, sales tactics, distribution channels, and customer acquisition
strategies to maximize product adoption and revenue generation.

7. Marketing Campaigns: Create and execute targeted marketing campaigns to create

awareness, generate demand, and drive sales. Leverage various marketing channels, such
as digital advertising, content marketing, social media, email marketing, events, and
public relations, to reach the target audience and effectively communicate the product's
value.
 8. Sales Enablement: Collaborate closely with the sales team to provide them with the
necessary tools, resources, and knowledge to effectively sell the product. Develop sales
training materials, product guides, competitive analysis, and customer insights to enable
sales representatives to articulate the product's value proposition and address customer
needs.

9. Performance Measurement and Optimization: Continuously track and analyze key

performance indicators (KPIs) to evaluate the success of product marketing efforts.
Monitor metrics such as sales revenue, market share, customer acquisition, customer
satisfaction, and brand awareness. Based on the analysis, identify areas for improvement
and optimize marketing strategies and tactics for better results.

10. Customer Feedback and Iteration: Gather feedback from customers and incorporate it
into the product marketing strategy. Listen to customer insights, address their concerns,
and make necessary adjustments to enhance the product's value proposition and meet
evolving market needs.

It's important to note that the product marketing strategy should align with the overall business
objectives and be adaptable to changes in the market and customer preferences. Regularly review
and refine the strategy to stay competitive and drive the long-term success of the product.

Types of Product Marketing

Product marketing can be categorized into various types based on different dimensions and
focuses. Here are some common types of product marketing:

1. New Product Marketing: This type of product marketing involves the launch and
promotion of a brand new product in the market. It includes creating awareness,
generating excitement, and driving adoption of the product among target customers.

2. Existing Product Marketing: This type of product marketing focuses on promoting and
sustaining the sales and growth of an existing product. It involves developing strategies to
maintain market share, expand customer base, and enhance customer loyalty through
effective marketing campaigns and initiatives.

3. Product Line Marketing: Product line marketing involves marketing multiple related
 products as a cohesive line or family. It focuses on creating synergy among the products,
cross-selling and upselling, and maximizing customer lifetime value by promoting the
benefits of the entire product line.
4. Product Extension Marketing: Product extension marketing involves introducing new
variations or extensions of an existing product. It aims to leverage the brand equity and
customer loyalty associated with the original product to drive adoption of the extensions.

5. Rebranding and Repositioning: This type of product marketing involves rebranding or

repositioning an existing product to target new customer segments or adapt to changing
market conditions. It may include updating the product's image, messaging, packaging, or
features to better align with evolving customer needs and preferences.

6. Geographic Marketing: Geographic marketing focuses on adapting the product

marketing strategy to different geographic regions or markets. It considers cultural,
economic, and demographic factors to tailor messaging, pricing, and distribution to
specific regions or countries.

7. Vertical or Industry-specific Marketing: Vertical marketing involves tailoring the

product marketing strategy to specific industries or verticals. It requires a deep
understanding of industry-specific challenges, needs, and regulations to position the
product as a tailored solution for that particular industry.

8. Channel Marketing: Channel marketing focuses on developing strategies to effectively

market and sell products through various distribution channels. It involves collaborating
with channel partners, such as retailers, distributors, or resellers, to drive product
awareness, availability, and sales.

9. Competitive Marketing: Competitive marketing focuses on differentiating the product

from competitors and positioning it as a superior choice in the market. It involves
conducting competitive analysis, identifying unique selling points, and developing
strategies to address competitive challenges and win market share.

10. Customer Lifecycle Marketing: Customer lifecycle marketing focuses on nurturing and
engaging customers throughout their journey with the product. It includes strategies to
onboard new customers, drive product adoption, encourage upselling and cross-selling,
and foster customer loyalty and advocacy.
These are just a few examples of the types of product marketing that can be implemented based
on the specific goals, market conditions, and product lifecycle stage. The choice of the
appropriate type of product marketing depends on factors such as the nature of the product, target
market, competitive landscape, and business objectives.
What is Digital Marketing?

Digital marketing is the marketing of products or services using digital technologies

on the Internet, through mobile phone Apps, display advertising, and any other digital
mediums. Digital marketing channels are systems based on the Internet that can create,
accelerate, and transmit product value from producer to a consumer terminal, through digital
networks.

The development of digital marketing, during the 1990s and 2000s, changed the way
brands and businesses use technology for marketing. As digital platforms became
increasingly incorporated into marketing plans and everyday life, and as people increasingly
use digital devices instead of visiting physical shops, digital marketing campaigns have
become prevalent, employing combinations of search engine optimization (SEO), search
engine marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-commerce marketing, social media marketing,
social media optimization, e-mail direct marketing, display advertising, e–books, and optical
disks and games have become commonplace. Digital marketing extends to non-Internet
channels that provide digital media, such as television, mobile phones (SMS and MMS),
callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates
digital marketing from online marketing.

So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses to advertise their products or

services on print media, radio and television commercials, business cards, bill boards, and in
many other similar ways where Internet or social media websites were not employed for
advertising. Traditional marketing policies had limited customer reachability and scope of
driving customers’ buying behavior.

Digital marketing is a way to promote brands and products online and

through other digital channels. In addition to their website, a company
might also use PPC and display
Ads, email marketing, mobile technology like smartphones, social media, and other mediums
to attract and engage their target consumers.
 Types of Digital Marketing

Digital marketers connect with potential customers through different channels. The
following digital marketing tactics, used by small companies and big businesses alike,
remain among the most popular and impactful used today.

1) Search Engine Optimization (SEO)

2) Content Marketing
3) Email Marketing
4) Pay-Per-Click(PPC) Advertising
5) Social Media Marketing

What does a digital marketer do?

Digital marketers are in charge of driving brand awareness and lead generation through all
the digital channels -- both free and paid -- that are at a company's disposal. These channels
include social media, the company's own website, search engine rankings, email, display
advertising, and the company's blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each
channel so they can properly measure the company's performance across each one. A digital
marketer who's in charge of SEO, for example, measures their website's "organic traffic" -- of
that traffic coming from website visitors who found a page of the business's website via a
Google search.

Digital marketing is carried out across many marketing roles today. In small companies, one
generalist might own many of the digital marketing tactics described above at the same time.
In larger companies, these tactics have multiple specialists that each focus on just one or two
of the brand's digital channels.

Why Digital marketing?

While traditional marketing might exist in print ads, phone communication, or physical
marketing, digital marketing can occur electronically and online. This means that there are a
number of endless possibilities for brands including email, video, social media, or website-
based marketing opportunities.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect
with customers where they spend much of their time: online. From the website itself to a
business's online branding assets digital advertising, email marketing, online brochures, and
beyond -- there's a spectrum of tactics that fall under the umbrella of "digital marketing."

The best digital marketers have a clear picture of how each digital marketing campaign
supports their overarching goals. And depending on the goals of their marketing strategy,
marketers can support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate
leads from a new eBook the business recently created. The company's social media
marketer might then help promote these blog posts through paid and organic posts on the
business's social media accounts. Perhaps the email marketer creates an email campaign to
send those who download the eBook more information on the company.
 DIGITAL MARKETING
CHANNELS

Here are the main types of digital marketing you should consider for your business.

1. Content Marketing

Content marketing is a type of digital marketing that focuses on creating and distributing
content for a target audience. The content aims at being valuable, relevant, and (ideally)
consistent. Its ultimate goal is to drive a profitable customer action.

The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart
from traditional spammy advertising. The target audience should want to seek the content out
and consume it.

Content marketing can take many forms across a range of digital media channels, including:
• Informative articles and blogs
• Original videos
• Podcasts
• Newsletters (like Substack, Medium, or LinkedIn)

2. Search Engine Optimization(SEO)

 SEO, or Search Engine Optimization, is the process of getting quality traffic from free, or
organic, search results on the search engines (like Google and Bing).

It’s important that the traffic you drive to your website is relevant to your industry. If you
manage to attract a high volume of visitors searching for Macintosh computers while what
you actually do is selling raincoats, the traffic will do you no-good.
SEO is one of the most important types of digital marketing. By optimizing your content for
search engines, you can increase a steady stream of relevant traffic that will only grow over
time. Without search engine optimization, people simply won’t be able to find you on the
Internet.

What is SEO and how it works?

In other words, SEO involves making certain changes to your website design and content that
make your site more attractive to a search engine. ... SEO is the process that organizations go
through to help make sure that their site ranks high in the search engines for relevant
keywords and phrases.

Best Search Engine Optimization (SEO) Tools:

1. A hrefs: SEO Keyword Tool

A hrefs is one of the most recommended SEO tools online. It’s only second to Google when
it comes to being the largest website crawlers. SEO experts can’t get enough of Ahref’s Site
Audit feature as it’s the best SEO analysis tool around. The tool highlights what parts of your
website require improvements to help ensure your best ranking. From a competitor analysis
perspective, you’ll likely use Ahrefs to determine your competitor’s backlinks to use them as
a starting point for your own brand. You can also use this SEO tool to find the most linked to
content within your niche

2. Google Search Console: Top SEO Tool

Offered for free to everyone with a website, Search counsel by Google lets you monitor and
report on your website’s presence in Google SERP. All you need to do is verify your website
by adding some code to your website or going through Google Analytics and you can submit
your sitemap for indexing. Although you don’t need a Search Console account to appear in
Google’s search results you can control what gets indexed and how your website is
represented with this account.

3. SEMRush: Marketing SEO Tools

Marketing SEO tools like SEMRush tend to be fan favorites in the SEO community. Experts
love that you can easily assess your rankings and changes to them as well as new ranking
opportunities. One of the most popular features of this SEO tool is the Domain Vs Domain
analysis allowing you to easily compare your website to your competitors. If you’re looking
for analytics reports that help you better understand your website’s search data, traffic, or
even your competitors, you’ll be able to compare keywords and domains. The On-Page SEO
Checker tool allows you to easily monitor your rankings as well as find some
recommendations on how to
improve your website’s performance. Liraz Post an, a Senior SEO & Content Manager at Out
brain, recommends SEMRush as one of the best SEO tools. She says, “My favorite SEO tool
is SEMrush with the feature of “organic traffic insights”. This feature lets me see all my
leading articles with one dashboard, along with keywords related, social shares and word
count- lets you a quick overview of what’s working and where to optimize. I generally use
SEMrush on my daily work, love this tool, as well as site audit to optimize our site health.
We improved our site health by 100% more since we started using SEMrush, and we
increased conversions by 15% more from our content pages.”

4. KWFinder: SEO Keyword Tool

An SEO Keyword Tool like KWFinder helps you find long-tail keywords that have a lower
level of competition. The experts use this SEO tool to find the best keywords and run analysis
reports on backlinks and SERP (Search Engine Results Page). Their Rank Tracker tool helps
you easily determine your ranking while tracking your improvement based on one key metric.
Plus, if that’s not enough, you’ll get a ton of new keyword ideas to help you rank your
website even higher.

5. Moz: SEO Software

SEO Software Moz kept popping up as one of the best SEO tools that experts actually use.
 Some raved about how Moz was always up to date despite Google’s regular algorithm
changes. Others raved about their chat portal because it allowed them to always get an
insightful response to every question asked. Whether you’re looking for keyword
recommendations or a site crawl, Moz is a full-service powerhouse. You can get great
insights into how your website is performing but also how to improve it. They also have a
free MozBartoolbar that you can download for free that allows you to see your store’s metrics
while browsing any page. If you’re looking to learn more about SEO you should also
consider checking out MozCon, their annual conference.

6. Ubersuggest: Keyword TrackingToo

Ubersuggest, developed by Neil Patel, is a keyword finder tool that helps you identify
keywords and also the search intent behind them by sho. Wing the top ranking SERPs for
them. From short to long-tail phrases, you can find the right terms to use on your website with
hundreds of suggestions from this free great keyword tool. Metrics they include in their report
are keyword volume, competition, CPC, and seasonal trends. Great for both organic, SEO and
paid, PPC teams this tool can help determine if a keyword is worth targeting and how
competitive it is.
7. Answer The Public: Free SEO Tools

Free SEO tools like Answer The Public allow you to easily find topics to write about for
your ecommerce blog. I’ve used this tool in the past to create content around specific
keywords to better rank online. Say you’re in the ‘fitness’ niche. You can use this free SEO
tool to create content around for keywords like fitness, yoga, running, cross fit, exercise and
cover the entire spectrum. It’s great for finding featured snippet opportunities. Say you hire a
freelancer to create content for you, all you need to do is download this list and send it over to
them. And it would’ve only taken you five minutes of effort making it one of the most
efficient ways to come up with SEO topics for new websites.

8. SpyFu: Free SEO Tools

While SpyFu does have an amazing premium version, many of our experts raved about their
free features. If you’re just starting out, you can easily grow into the paid features as you start
succeeding. You can easily view the number of times a keyword gets searched each month
while easily determining the difficulty to rank for that keyword. You can also do some
research on your competitors to determine which keywords they use. You can search your
competitor’s, or your own, website to easily see how many organic keywords they have, how
many monthly clicks they get, who their paid and organic competitors are, the ads they
created on GoogleAdwordsand more. It’s one of the most detailed SEO analysis tools on the
market

Woorank: SEO Ranking Tool

As a top SEO analysis tool, Woorank offers free and paid options to track and report on your
marketing data. You can plug in your competitors to discover which keywords they are
targeting so you can to overlap with theirs. Try reporting on how keywords perform over time
to really understand your industry and optimize for users in the best way possible. And most
importantly understand the things your website is lacking from both a technical and content
perspective as this tools can identify duplicate content, downtime, and security issues and
provide guidelines on how to fix them.

9. Majestic: Marketing SEO Tools

Majestic is one of the best marketing SEO tools according to experts. It has countless useful
features like The Majestic Million which lets you see the ranking of the top million websites.
Did your website make the cut? The Site Explorer feature allows you to easily see a general
overview of your online store and the number of backlinks you have. It also works as an SEO
keyword
tool allowing you to find the best keywords to rank for while also having features geared to
site comparisons and tracking your rank.
 On-Page Optimization Checklist:

• Title tag of the web page should be optimized with the relative keyword of that webpage.

• Meta Tags of the website should be optimized and it should be carefully written including
keywords related to the content of the page and meaningful for the user.
• Mind your URL, do not write any underscore in the web page URL. Try to keep some
keyword in the URL and it should match with the web page content.

• Use H Tags of HTML, Try to use H1 tags for the titles and H2 tags for sub-titles. Most of
the experts suggest to use H1 to H6 tags in the web page on various parameters.

• Responsive Design should be the important criteria for the website. Because the use of
mobile devices has a steady growth and most of the users browse through mobile devices
only. So, it is suggestable to have a responsive designed website.

• Content of the website should be unique, there should not be any duplicate content written
on the web page. Content is for the user and not for the search engines. It should be written
clean and simple so that it is meaningful to your web users.

• Try to do Image optimization by writing alt text for all the images in the webpage.

• Check Google page speed insight for your website and modify the errors accordingly.

Off-Page Optimization:

Off-page optimization plays a vital role for search engine ranking. As per Google
having number of quality backlinks can increase your website rank in SERP. Inbound links
are important. What is the inbound link? Links to pages of a website from other sites are
termed as
inbound links. Based on these links search engines rank the website. Search engines look for
the relevance of the link and the quality of the link from where it is originated. Having high
quality, links give your website a thumbs up in ranking. The link should be from good quality
websites and should not be from a spam website. Some of the off page optimization
techniques are;
• Social Media Marketing: Create profile page on various social channels like facebook,
Instagram, Google+, Twitter, Pinterest, LinkedIn etc. Check the appropriate channel for your
business and create account accordingly. This will help you to create brand awareness, lead
generation, and converting social media traffic to web traffic. Do some meaningful posts in
your account so that you can engage your audience and generate some lead out ofit.

• Video Marketing: Create & Upload your corporate videos, service or product offering
videos on YouTube, Vimeo, and Daily motion so as to increase chances of web traffic and
brand awareness.

• Content Marketing: Write and Post some useful articles in your blog. Submit articles on
various article submission sites like Ezine articles, Hub pages etc.

• PR Submission: Make some press releases about your new services, websites, awards and
accolades, certifications and so many things. This helps you to develop an important inbound
link to your website as well as building brand through onlinemedia.

• Directory Submission: Submit website URL to local directories and all the leading
directories which help you to build backlinks also. Some of the general directories give
delayed results but you get results forsure.
• Social Bookmarking: Bookmark your articles, blog posts, important page URL’s on social
bookmarking sites such as Reddit, Digg, Stumble upon, Delicious etc. The results depend
upon your submission and effective of using tags in the social book marking websites.

3. Search Engine Marketing (SEM)

Initially, the term “search engine marketing” was used as an umbrella term for the process of
gaining both paid and free search traffic. Over time, the industry switched to using the term
“SEM”, or Search Engine Marketing, solely for paid activities.

Search engine marketing refers to a form of digital marketing that aims at increasing the
visibility of a website in search engines by using paid methods. In other words, it’s the ads
you put out there on Google AdWords and BingAds.
 By combining SEO and SEM, you can drive quality traffic to your website. With the help of
search engine marketing, you can put yourself in front of the audience that is actively
searching for services and brands like yours.

What is SEM?

SEM, or search engine marketing, is often considered the part of search marketing that uses
PAID tactics to gain visibility in SERPs. A paid SEM strategy includes both the activities
involved with setting up and optimizing ads as well as setting a budget that pays for the
placement of ads.

This strategy is often referred to as paid search or pay-per-click (PPC) marketing.

Google Ads (formerly Google Adwords) is the search provider most commonly used for this
strategy. With this tactic, brands conduct keyword research and create campaigns that target
the best keywords for their industry, products, or services.

4. Social Media Marketing(SMM)

Simply put, social media marketing refers to the process of using social media platforms to
attract traffic and attention. By using social media, you can increase exposure and build
meaningful relationships with your customers.

While everybody can benefit from SMM as a type of digital marketing, B2C and SaaS
companies tend to get the most out of it. Social media marketing is all about listening to what
your customers have to say, engaging in the conversation, and sharing valuable content.
 Together, content marketing, SEO, and social media marketing constitute what is
called “inbound marketing”. It is a marketing methodology that aims at attracting, engaging,
and delighting leads. Some goals of inbound marketing include attracting users’ attention,
driving relevant traffic to the website, and converting it into happy customers.

Social media is really an amazing platform to build your brand, generate leads and promote
your products or services. You can create your own Facebook business page also. You can
add details about your business, website URL etc. The page likes your business page makes
your brand more popular, the increase in page likes or post likes, shares helps you to build
your brand easily. The same concepts with few tweaks are applicable to other social media
channels like Twitter, Google+, LinkedIn, and Pinterest. In Twitter account, you have
retweets, favorites whereas in LinkedIn likes, shares and +1’d in Google+. The no.of shares,
likes, retweets etc. helps you to build a strong brand. The engagement rate of the audience
with your page shows your social media score. Likes growth, PTAT, Engagement Rate, Posts
per week, Posts per type, Timing, length of posts, curiosity and hashtags are some of the
parameters which we have to take care while building the brand in social media.

It is important for a business to choose the network that supports your brand image. Do not
be more social, with your presence on all the social networks. Understand your target
audience and work accordingly.

Know the statistics:

• There are just over 3 billion active Internet users (45% of the world’s internet users).
• Nearly 2.1 billion people have social media accounts.
• 3.65 billion mobile users have access to the internet via smart phones and tablets.
• Close to 1.7 billion people have active social media accounts.
• Facebook: There are nearly 1.4 billion Facebook users.
• 47% of all Internet users are on Facebook.
• 4.5 billion likes are generated daily.
• Twitter: Twitter has 284 million active users at last count.
• 88% of Twitter users are on mobile4.
• Google+: Google+ cost over half a billion to design and develop.
 • 363 million users.

TWITTER

Twitter is a micro blogging platform with less than or equal to 280 characters enables you to
post short message updates with images and videos. The social network was launched in the
year of 2006, with 300 million active users around the world. In the initial days it started with
140 characters only. Most of the business use twitter as one of their social media platforms to
reach the target audience.

Twitter marketing strategies are different, and it is not related to Facebook marketing
strategies or any other social media marketing strategies. As twitter is a quick and short social
media channel to reach your target audience. By visiting twitter website or app, people can
know the latest happenings, news and other alerts quickly. Customers can know the latest
business news and company updates through this social platform. Twitter can be a powerful
marketing & PR tool.

Why Twitter Marketing?

Having a marketing business goal and to achieve it you need to have better marketing
channels. Be it reaching your target audience, brand awareness or generating leads twitter is
one of the best social media platforms to do. With twitter marketing you can reach your target
audience and customers easily. Even people can get to know about the brand quickly.

With Twitter Marketing you can:

• Generate leads.
• Boost Branding.
• Thought leadership.
• Increase vast number of audiences.
• Increase website traffic.
And many more benefits, when you work on twitter marketing for your business.
Important Tips For Twitter Account:
As you are creating account for your/client company or business, so make sure that the details
what you are filling are correct and professional. Each element of profile is important as this
is a replica of your business card.

• 1. Add profile photo (Try to keep your company logo)- Profile pic size:400X400.
• 2. Add header image: (Try to keep the header image neat and clean, by conveying the
products and services clearly). Header pic size:1500X1500.
• 3. Add Bio (Write the details for the page and company details in short).
• 4. Location: Add the company location, if you have multiple branches, then keep the
head Quarters details.

• 6. Theme Color: Choose the theme color for the profile, try to have the theme profile
matching with your logo color (approx. is also fine).

Important Marketing Tips For Twitter:

1. Be Professional: Make sure that your tweets are professional. Your tweet will represent a
company. The message is from a company on social media channel. So, before tweeting
anything in twitter, you need to recheck twice or thrice.

2. Use of Hashtags: Using hashtags in the content can generate or attract number of
followers and impressions. But, using too much hashtags can hamper your content. It may be
considered as SPAM also. So, beware while writing the content using hashtags. We have
discussed about various hashtags above. Use location-based hashtags when you are
mentioning about a location or a geographical area in the tweet. And, exactly would be the
same scenario with event hashtags &brand hashtags.

3. Campaign Hashtags: If you would like to do something different and make it viral on
twitter. Then start your own campaigning strategy with a # hashtag word. Make it short and
simple. It should be memorable and catchy. The campaigning # should sound local but the
reach should be global. Ask your followers to retweet (RT) the tweet with the # campaigning
word in it. Make sure that you will engage your audience with the campaigning.

4. Trending Hashtags: Using trending hashtags is good to have huge number of impressions
and retweets. But, make sure that it is related to your company’s business. For Ex: if your
company is into FMCG Industry and where as you are doing a tweet with a trending # of
entertainment Industry which is not at all corelated. But there might be few situations where
it can work. Majority of the trending hashtags are good for individuals and small businesses.

5. Add Image & Video: Try to add image or video to your twitter posts, it will have a good
impact on the targeted audience. They can easily understand what you are talking about.

6. Engage with Polling: Create a Poll that your audience may like to get engaged. Try to
post polls related to the trending topics and poll segments of your Industry.

7. Brand Voice or Message: Make sure that you will establish a positive brand voice and
twitter strategy. Be original with your twitter messages. Convey the message correctly.
Reflect your companies or brand core values on twitter.

8. Have Conversations: Engage with your audience by having a conversation on relevant

topics. Make sure that you are not arguing with them. It should be a soothing and positive
discussion. Have a healthy mix of replies and organic tweets.

9. Promote: Paid tweets or promoting your tweet with twitter ads can be a powerful way to
reach the mass audience at a time. It can help you to build brand awareness and even generate
leads by promoting.
INSTAGRAM

It’s been 8 years that Instagram has taken the internet world by storm. It started as a regular
social media platform in the year of 2010. But now it is a complete marketing channel for all
types of business. Be it a startup or a small business Instagram is the perfect platform for the
business marketing.

With Twitter Marketing you can:

1. As of June 2018, there are nearly 1billion monthly active users.

2. Like button is hit an average of 4.2 billion times per day.

3. Brands see engagement rates 10X higher in Instagram than they do on the Facebook.
4. 70% of user’s lookup for a brand in Instagram.
5. 80% of users follow at least one brand on Instagram.
6. 60% of users learn about new products through Instagram.
7. 30% of users say they’ve bought a product they discovered on Instagram.
8. More than 200 million users visit a business profile at least once daily.

By looking the above statistics, it is clear that our most of target audience are present on
Instagram. And, it is the apt digital platform to reach target audience on time. So, you might
be thinking to start your Instagram marketing journey now. But, how to get started with
Instagram marketing. Let us discuss the steps below.

Instagram Marketing Strategies:

Get Fix on your target audience

Determine your target audience in Instagram. For whom and the reason that you are posting
content on Instagram. Check out the followers profiles, their interesting behaviors, likes etc.
Have an eye on your competitors or parallel business followers to have an understanding of
your strategies.

An Eye on competitor strategies:

Focus on your competitor strategies for the Instagram marketing. Stalk their profiles and
check for their style of writing the BIO, Profile picture, URL’s etc. Check their number of
followers and how they are doing so differently that their Instagram profiles are good. Some
of the aspects or important point that you should consider are:
 • Check out their image/video posting styles, themes, colors, retain strategies.
• Check out their comments section, what their followers or people are loving to discuss
with them.
• How regularly they are posting the content.
• What are the niche strategies that they are following.
• What popular hashtags are they using in captions.
• Check out if anything is missing.

Brand Consistency:

Follow a brand consistency by looking at your brand identity. How would you like to position
your brand to your target audience. What is the brand value or score you are planning to hit?
Manage a perfect branding combination with your posts and content so as to meet your
branding goals at right time and right place. If your content, posts and themes are different,
then there might be a chance that your audience may get confused.

Paid Campaigning:

You can start using paid campaigning or Instagram advertising strategies to reach the target
audience. It will connect with the Facebook advertisement dashboard.

1. Brand Awareness.
2. Reach.
3. Traffic.
4. App Installs.
5. Engagement.
6. Video views.
7. Conversions.

Based on the above objective and your selection, you can plan your budget for the
advertisement.
You will find the Promote button in the below of your posts.
Check The Length Of Your Captions:

Work on the length of your captions, Make sure that it should not cross 2200 characters. Put
the most important content in the first two lines of the caption. So, it is not necessary to keep
yourself struck with 2 sentences only. It is a story telling medium, try to write engaging
content with some story telling ideas with it. Use the Hashtags as per your post and content.
Do not make the caption clumsy with numerous hashtags. While sharing your content on
Instagram try to use geo tags, Which have high rate of engagement compared to a normal
post.

How To Use #HashTags:

This is really a tricky and interesting thing that a marketer should look for. While posting a
content on the Instagram try to do a brainstorm with your team for the keywords related to
the post. Then go to the explore tab of Instagram wall and search for that #hashtag including
Geotags. Check for the most recent, top hashtags, branded hashtags etc. Use them properly in
your caption. Encourage your audience to use those hashtags while in conversation. Please
make sure that you do not make your post caption a SPAMMY one.

Instagram Tools:

Tools are an important aspect for every social media marketer. Because you can strategize,
optimize and analyze your posts with the help of tools. There are number of tools available
online, but let me put forward few of them which can help you to understand for the usage
and features of it.
YOUTUBE

YouTube is the major platform to share your original content videos or advertisements. As
per Wikipedia, YouTube, LLC is an American video-sharing website headquartered in San
Bruno, California. Three former PayPal employees—Chad Hurley, Steve Chen, and Jawed
Karim— created the service in February 2005. Google bought the site in November 2006 for
US$1.65 billion; YouTube now operates as one of Google’s subsidiaries.

Why YouTube For Marketing?

• Total number of YouTube monthly viewers worldwide – 149 million(Statista)

• Total number of YouTube daily viewers worldwide – 63 million (YouTubestats)
• Hours of video watched daily – more than 1 billion(YouTube)
• More than 50% of YouTube views are coming from mobile devices (YouTubestats)
• Total number of YouTube users logged on – 1.8 billion(Recode)
• Hours of Video Uploaded to YouTube per minute – 300+ (OmMalik)
• Hours spent on YouTube per month – 19 (Business Insider)
• YouTube top channel – T-series with 2.2 million views / month (Source:Statista)
• YouTube top celebrity – PewDiePie with 54 million subscribers (Source: Business
Insider)
• YouTube top video – Despacito with 5.12 billion views (Source:Wikipedia).

Advantages Of YouTube For Marketing

YouTube has number of advantages for marketers so as to get the best ROI from this social
channel. Let us discuss some of them.

1. Second best search engines and most helpful for SEO.

2. Brand Building.
3. Inform or educate your YouTube users/subscribers.
4. Promote your videos.
• Increase your reach to the vast audience
of YouTube. Marketing Strategies For
YouTube Videos:

After the video uploaded and done with the SEO work. You need to work on few things to
get best out of it.
1. Checkout the interest of your subscribers/users and prepare videos accordingly. Or else
try to prepare videos which can engage your audience.
2. Use Your Logo in the video as watermark.
3. Use social media channels in the video, ask the viewers to follow/like the social networks.
4. Share the video links in social media networks including WhatsApp.
5. Write the title, description of the video perfectly. So that the video can rank better.
6. Use End notes in the video- Put other videos of your channel to appear at the end of the
videos. This can be done through video manager section in YouTube.
7. If possible, add subtitles to your video or if it is a song then try to add lyrics to that.
8. Use Call to actions to convert the viewers as subscribers even to customers for your
business.
9. Last but not lease, Be Consistent. Post the videos in the regular intervals so that your
scribers stay connected with your channel.

5. Pay-Per-Click Advertising(PPC)

Pay-per-click is a model of advertising where marketers pay a fee every time people click on
their ad. Basically, it’s the process of buying visits to your site, as opposed to getting them
organically via SEO or other types of digital marketing.

PPC is one of the types of paid search. It’s similar to SEM (search engine marketing) but can
also include display advertising (cost-per-click based), and affiliate advertising.

What is PPC?

PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee
each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site,
rather than attempting to “earn” those visits organically.

Search engine advertising is one of the most popular forms of PPC. It allows advertisers to
bid for ad placement in a search engine's sponsored links when someone searches on a
keyword that is related to their business offering. For example, if we bid on the keyword
“PPC software,” our ad might show up in the very top spot on the
Google results page Every time our ad is clicked, sending a visitor to our website, we
have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial,
because the visit is worth more than what you pay for it. In other words, if we pay $3 for a
click, but the click results in a $300 sale, then we’ve made a hefty profit.

A lot goes into building a winning PPC campaign: from researching and selecting the right
keywords, to organizing those keywords into well-organized campaigns and ad groups, to
setting up PPC landing pages that are optimized for conversions. Search engines reward
advertisers who can create relevant, intelligently targeted pay-per-click campaigns by
charging them less for ad clicks. If your ads and landing pages are useful and satisfying to
users, Google charges you less per click, leading to higher profits for your business. So if you
want to start using PPC, it’s important to learn how to do it right.

PPC Keyword Research

Keyword research for PPC can be incredibly time-consuming, but it is also incredibly
important. Your entire PPC campaign is built around keywords, and the most
successful Google Ads advertisers continuously grow and refine their PPC keyword list. If
you only do keyword research once, when you create your first campaign, you are probably
missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant
keywords that could be driving traffic to your site.

An effective PPC keyword list should be:

• Relevant – Of course, you don't want to be paying for Web traffic that has nothing to
do with your business.

• Exhaustive – Your keyword research should include not only the most popular and
frequently searched terms in your niche, but also to the long tail of search. Long-tail
keywords are more specific and less common, but they add up to account for the
majority of search-driven traffic. In addition, they are less competitive, and therefore
less expensive.
 • Expansive - PPC is iterative. You want to constantly refine and expand your
campaigns, and create an environment in which your keyword list is constantly
growing and adapting.

If you want to find high-volume, industry-specific keywords to use in your PPC campaigns,
be sure to check out our popular keywords.

Managing Your PPC Campaigns

Once you've created your new campaigns, you’ll need to manage them regularly to make sure
they continue to be effective. In fact, regular account activity is one of the best predictors of
account success. You should be continuously analyzing the performance of your account and
making the following adjustments to optimize your campaigns:

• Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords
that are relevant to your business.

• Add Negative Keywords: Add non-converting terms as negative keywords to

improve campaign relevancy and reduce wasted spend.

• Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting
up your ad groups into smaller, more relevant ad groups, which help you create more
targeted ad text and landing pages.

• Review Costly PPC Keywords: Review expensive, under-performing keywords and

shut them off if necessary.

• Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your
landing pages to align with individual search queries in order to boost conversion
rates. Don’t send all your traffic to the same page.
6. Affiliate Marketing

Affiliate marketing is one of the popular ways people make money online these days. If your
affiliate program is successful, you might earn quite a decent passive income.

Basically, affiliate marketing is a type of digital marketing where a person partners up with
other businesses in order to receive a commission for the traffic s/he generates for this
business. Imagine this: you put a link to an external website on your own blog or website.
Every time a user proceeds to this external website and makes a purchase, you receive a
commission.

This marketing strategy might work especially well for bloggers, since they can write
different types of articles on the given topic and naturally include affiliate links.

7. Email Marketing

Email marketing is one of the most popular types of digital marketing. To put it shortly, it’s
the use of email for promoting one’s products or services.

If you go a little deeper, email marketing might also refer to building relationships with your
customers. Ideally, emails you send out to your clients should not only speak at them but also
encourage meaningful interaction with your brand.
There are many things that contribute to the success of your email marketing strategy, from
the content you create to the time you send your emails. One thing is certain, though: email
marketing is far from being dead and should definitely be part of your overall digital
marketing as to promote the product/services/offers of the company.

Why E-Mail Marketing?

There are various other methods to reach your target audience, but why e-mail marketing is
popular and most of the marketers choose e-mail marketing.

With E-mail marketing usage you have number of benefits, some of them are:

1. Can be tracked.
2. Unlimited reach.
3. Cost effective.
4. Allows targeting.
5. Data driven.
6. Builds loyalty: Promotional e-mails special offer e-mails, newsletters.
So, e-mail marketing helps marketers to track, monitor and analyze their online pitching
strategies. Whether the strategies are working perfectly or not.

Types Of E-Mail Marketing:

1. Newsletters.
2. Event E-mails.
3. Retention E-mails.
4. Direct E-mails.
5. Lead Nurturing E-mails.
6. Milestone E-mails.
7. Promotional E-mails.

IMPORTANT PARTS OF E-MAIL MARKETING

For any e-mail to be effective, we have to take care of few aspects. Before discussing about the
aspects of the e-mail, let us go through the important parameters of E-mail.

Sender: From which e-mail id are you sending the e-mails. Please check your name and
details
in that e-mail. Because you are the sender of thee-mail.

Subject- Check the subject of the e-mail. The most vital part of the e-mail. Do not mention
unnecessary things in the Subject line.

Context and Design: If you are sending an HTML template e-mail or even text e-mail make
sure that your context and design of the e-mail are perfect.

Content: The major element of any e-mail is the e-mail body content.

Links: Check out the links associated with the e-mail. It may be to your landing page or
signup page.

Images: If you have added any images in the e-mail, then check out the responsiveness of the
image. The resolution, look & feel should be good.

Before sending the e-mails always TEST-TEST-TEST the e-mail with complete specifications,
whether you have everything correct or not.

E-MAIL Campaign Strategies

For any e-mail to be effective you have to follow few steps.

• Planning.
• Design &Develop.
• Text or the body of thee-mail.
• Delivery of thee-mail.
• Tracking and monitoring of the data.
These 5 are most important parameters for any e-mail campaign to be effective. But As per
DMI, for e-mail campaigns you need to follow 4 steps such as:
Data: You need to have Data ( Validated) to send successful e-mails.
Design: Design of the e-mail should be professional.
Delivery: Scheduling of e-mails and delivery details.
and Discovery: Track and monitor data of open rate
etc.

Layout Specifications For Effective E-Mail:

• Use soothing colors for images.

• Use perfect CTA’s.
• Should be less than 700 pixels wide, All important content must appear in top
300pixels of an E-mail.
• Use basic HTML5.0, avoid using JS, image maps, attachments, and embedded media.
• Avoid using flash/other plug-ins.
• Should be visually appealing.
• Standard HTML font formatting procedures.
• Do not keep important content matter only in images
• Must have an unsubscribe link.

E-MAIL Marketing Tools

Some of the important marketing tools which are available both for free as well as for paid
versions. Some of them are:

1. Mail chimp.
2. Zoho E-mail Campaign.

3. Active Campaign.
4. Sendy.
These tools have all the required fields that a marketer need to send e-mails for a successful
e- mail marketing campaign.
Facebook Marketing

We all know that Facebook is the major social media platforms for everyone. Be it business
or individual you have enjoyed using Facebook. As per the information on Wikipedia,
Facebook, Inc. is an American online social media and social networking service company
based in Menlo Park, California. Its website was launched on February 4, 2004, by Mark
Zuckerberg, along with fellow Harvard College students and roommates Eduardo Saverin,
Andrew McCollum, Dustin Moskovitz, and Chris Hughes.

Facebook has been the best platform for most of the small business owners even for startups
to market their business easily with no cost. Let us discuss how we can do the Facebook
Marketing and get the best ROI from it. Facebook is popular for the both individual usage as
well as business usage.

For Business you can create pages, groups and spread your business in many of the
communities already present in the Facebook. Your business may be local or global, you can
reach to large number of audiences without any doubt.

Why Facebook Marketing?

As already discussed in the above sessions Facebook is the largest and major social platform
to reach the vast audience. You can reach your target audience as per the segmentation
process. You have number benefits when you think that why you should focus on Facebook
Marketing for your business. Some of them are

• Generate leads.
• Boost Branding.
• Thought leadership.
• Increase vast number of audiences.
• Increase website traffic.
• Customer acquisition.
• Better customer interaction.
• Reputation management.
 • Effective Feedback system.

Things To Note In The Facebook Page:

Name & Username: The name which you have given while creating the facebook page will
appear here in the name section. You can create your own username of your own, you can
click on the username and create your own username. Try to use your business name or brand
so that people can find you easily. You will get an URL of facebook according to your
username, so be sure of selecting the apt username. Even you can edit it anytime but there
should be an availability of the username at that time.

Invite Friends: If you already have an account and the page is correlated to your account
then you will get a pop up below as shown. You can Invite Friends to like your page and
follow the page.

Add Button: If you click on the add button, You will get a pop up as shown in the below
image. This is one of the call to action button which can help you for the conversions.

Facebook Marketing Tools:

Use social media marketing tools to schedule the facebook posts and do them with one click.
You can save lot of time and at the same moment you will not miss anything to reach your
prime audience when they are online. There are some of the top and known tools available on
the marketing as free and paid versions. Some of the mare:
• Hoot suite.
• ZOHO social.
• Sprout social.
• Fan page Karma
• Buffer.
• Drum up.

Get going with these tools, so that you can engage your audience well and boost your ROI
from your facebook account.
Important Marketing Tips For Facebook

Be Professional: Make sure that your facebook posts are professional. Your posts will
represent a company. The message is from a company on social media channel. So, before
posting anything in facebook, you need to recheck twice or thrice.

Use of Hashtags: Using hashtags in the content can generate or attract number of followers
and impressions. But, using too much hashtags can hamper your content. It may be
considered as SPAM also. So, beware while writing the content using hashtags.

should be memorable and catchy. The campaigning # should sound local but the reach should
be global. Ask your followers to like, share the post with the # campaigning word in it. Make
sure that you will engage your audience with the campaigning.

Trending Hashtags: Using trending hashtags is good to have huge number of impressions
and shares. But, make sure that it is related to your company’s business. For Ex: if your
company is into FMCG Industry and where as you are doing a tweet with a trending # of
entertainment Industry which is not at all corelated. But there might be few situations where
it can work. Majority of the trending hashtags are good for individuals and small businesses.

Add Image & Video: Try to add image or video to your facebook posts, it will have a good
impact on the targeted audience. They can easily understand what you are talking about.

Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post
polls related to the trending topics and poll segments of your Industry.

Post Message: Make sure that you will establish a positive brand voice and facebook
strategy. Be original with your facebook messages. Convey the message correctly. Reflect
your companies or brand core values on facebook.

Have Conversations: Engage with your audience by having a conversation on relevant

topics. Make sure that you are not arguing with them. It should be a soothing and positive
discussion.
8. Instant Messaging Marketing

Instant messengers are the latest communication trend. There are 1.5 billion people globally
using WhatsApp on a monthly basis, followed by Facebook Messenger and WeChat. If you
want to be where your audience is, enter instant messaging marketing.

This type of digital marketing exploded over the last couple of years. People are much more
likely to trust the information sent via a messenger (as if it comes from a good friend) than
email or SMS that are vulnerable to spam.

There are different ways how you can proceed with instant messaging marketing, from using
them for customer support to updating your users about new posts on your blog. But just like
with any other digital marketing type, before diving right in, I’d recommend that you develop
a strategy first.

9. RadioAdvertising

While considered “old-fashioned” by some, radio advertising might still be a powerful

medium, especially for B2C companies and local businesses. In the US alone, radio
advertisements account for 7.8% of total media expenditures

Radio advertising is also relatively cheap, as you don’t need to produce fancy visuals: you
solely rely on your customers’ imagination.

10. Television Advertising:

Last but not least, our list of digital marketing types wouldn’t be complete without television
advertising. With the general population spending over 4.5 hours a day in from of the TV, it’s
still one of the most popular medium types. It reaches people faster than, say, newspapers or
radio. Due to the powerful effect video has on humans, it might also be very effective.

Television advertising is expensive, and coming up with a great and engaging ad might be a
daunting task, too. TV ads work great for clothing brands, cars, medicine, and food.
WEB DEVELOPMENT

Web development broadly refers to the tasks associated with developing websites for hosting
via intranet or internet. The web development process includes web design, web content
development, client-side/server-side scripting and network security configuration, among
other
tasks. Web development is also known as website development.

Web development is the coding or programming that enables website functionality, per the
owner's requirements. It mainly deals with the non-design aspect of building websites, which
includes coding and writing markup.

Web development ranges from creating plain text pages to complex web-based applications,
social network applications and electronic business applications.

Web programming, also known as web development, is the creation of dynamic web
applications. Examples of web applications are social networking sites like Facebook or e-
commerce sites likeAmazon.

The good news is that learning web development is not that hard!

In fact, many argue it’s the best form of coding for beginners to learn. It’s easy to set up, you
get instant results and there’s plenty of online training available.

A lot of people learn web coding because they want to create the next Facebook or find a job
in the industry. But it’s also a good choice if you just want a general introduction to coding,
since it’s super easy to get started. There are two broad divisions of web development – front-
end development (also called client- side development) and back-end development (also
called server-side development).

Front-end development refers to constructing what a user sees when they load a web
application
– the content, design and how you interact with it. This is done with three codes – HTML,
CSS and JavaScript.

HTML, short For Hyper Text Markup Language, is a special code for ‘marking up’ text in
order to turn it into a web page. Every web page on the net is written in HTML, and it will
form the backbone of any web application. CSS, short for Cascading Style Sheets, is a code
for setting style rules for the appearance of web pages. CSS handles the cosmetic side of the
web. Finally, Javascript of a scripting language that’s widely used to add functionality and
interactivity to webpages.

Back-end development controls what goes on behind the scenes of a web application. A back-
end often uses a database to generate the front-end.

The traditional way to learn web development is to enroll in a university or trade school
course. However, it can be costly – and what’s more, the web evolves so fast that schools
often can’t keep up!

Luckily, there’s plenty of good quality coding training available here on the Internet. What
better
place to learn web development than the web itself?

A particular training recommendation is TreeHouse. This is because it has a focus on web

development, is recommended by many of the world’s most trusted and recognized web
developers and most of its teachers are themselves web developers.

The web development hierarchy is as follows:

• Client-side coding
• Server-side coding
• Database technology
What is CMS?

A content management system (CMS) is a software application that can be used to manage
the creation and modification of digital content. CMSs are typically used for enterprise
content management(ECM) and web content management (WCM). ECM typically supports
multiple users in a collaborative environment by integrating document management, digital
asset management and record retention. Alternatively, WCM is the collaborative authoring
for websites and may include text and embed graphics, photos, video, audio, maps and
programme code that display content and interact with the user.

Common Features:

The core CMS features are; indexing; search and retrieval; format management; revision
control; and management.

Features may vary depending on the system application but will typically include:

• Intuitive indexing, search and retrieval features index all data for easy access through
search functions and allow users to search by attributes such as publication dates,
keywords or author.
• Format management facilitates turn scanned paper documents and legacy electronic
documents into HTML or PDF documents.
• Publishing functionality allows individuals to use a template or a set of templates
approved by the organization, as well as wizards and other tools to create or modify
content.
 DIRECTORY SUBMISSION

Directory submission is defined as the practice of submitting your website URL and its
details on the web in a directory under a particular category. This is a way which helps you to
improve your link building.

Directory Submission is an off page factor which helps to optimize your webpage. In these
directories, your own website is submitted to another website.
There are different categories under which you can submit your website. For example, if you
have a site related to Health, then you will submit your site under Health category which will
help you to get backlinks from them. It very interestingly build links in one way. These
directories are somewhat similar to the phone directories which has a list of websites in each
category.

There are three types of Directory Submissions:

• Paid or Featured Web Listing: In this, the owner of Directories site will charge for
Submission and your link will be approved in some moment or within 24 hours. This
will help you in getting backlinks from this type of submission. Some sites offer this
package for yearly or lifetime.

• Free or Regular Web Listing: It is free for Directory Submission, no one charges for
free or regular submission but there is no guarantee of the websites getting approved by
the Administrator. Also, this involves time.

• Reciprocal Regular Web Listing: In this, a reciprocal link must be

submitted to your site when you activate Directory Link, only then
the Directory administrator will approve your link.

Business listing means listing of your business according to category on classified

sites, while in directory submission you submit your domain to another site so they
can update their directory by adding you in specific category/section.
 Importance of Directory Submission in SEO

Directory submission being a basic aspect of Off page optimization helps in doing
search engine optimization. Directory submissions also attracts traffic on your website
and getting. Directory submissions help in increasing your page rank by building
authority back links. For the people who have just started doing blogging, it is a must
for them. This way you will see growth in the rankings of your website and blog by
submitting your URL to web directories.

Method of Doing Directory submission in SEO:

While doing Directory Submissions for effective SEO, make sure you choose the
category which is of your niche. Search and research about the directories which are
best suitable for your website.
Before you submit your website or a blog find a particular category where you have to
submit a link or insert your blog’s URL. That’s all and you are done!

Some Tips for Not going Wrong on Submission

• Submit your website to the most suitable subcategory.

• Do not submit your website to the wrong category just for gain full is tings.

• Remember, not to spam a directory.

• Make sure the physical address or blog stats you provide are correct.

• Try to avoid a site that requires a link back or banners on your site. Having badges and
site wide link backs to the directories may harm your site’s SEO score. So
better stay safe.
How to become a digital marketer

Digital marketers need to be familiar with marketing, business, communications, and digital
technologies. You'll need to be creative, strategic, and analytical.

Many employers prefer candidates with a bachelor’s degree in either business or communications,
but a degree isn’t always necessary if you have the right skills. It is helpful for candidates to have
done an internship while in school.

Skills needed in a digital marketing career:

• Communication
• Collaboration with designers, strategists, and product developers
• Creative thinking
• Data Analysis and familiarity with data analytics
• Social media marketing
• Content creation
• SEM/SEO and CRM tools

Objective of the study:

The main objectives of the study are as follows:

• To Know the Buyers

• To Measure the Impact of Promotional Efforts
• To Know Consumer Response
• To Know Market Cost and Profits
• To Master the External Forces
• To Design the Implement Marketing Control
• To Know about the Product
CUSTOMER PORTAL SERVICE

To ensure continual growth of the business without impediments and maintain a competitive
edge, it is necessary to have the right tools. Many businesses rely on software to perform their
daily operations. A customer portal is a private online channel using which a firm provides
support to its customers and updates them. It withholds the ability to securely exchange
information, including financial information, there is no file size limitation, it provides self-
service access to a private repository along with the ability to upload and manage larger files,
with version control functions it acts as a structured folder system.

Often, this software is of the corporate variety, implying that a firm and countless other business
are using the same standard programs to do business. Customer Portal Service is developed to
meet unique needs & requirements, it can be easily modified & expanded, its custom features &

functionality make it unique to only your company .

Conclusion

The conclusion of digital marketing has now become a hot topic for discussion. Modern
technology has changed a lot. Besides the growth of modern technology, the technique of
businesses has also changed. In this regard, digital marketing comes to take the leading
position. Modern generation does not want to go to any shop or shopping mall to buy
anything. They want to buy everything online. So, the various companies always try to stay
connected with their consumers or customers via the internet. To get the best of it,
consumers and marketers must know the advantage and disadvantage of digital marketing.
If you do not know the benefits and harmful sides, then you won’t get the full advantage of
digital marketing.