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INTRODUCTION, ▪ Digital marketing is the act of promoting and selling products and services by leveraging, online marketing tactics such as social media marketing, search marketing, and email, marketing., ▪ It is the marketing of products or services using digital channels to reach consumers. The, key objective is to promote brands through various forms of digital media. In a layman’s, term digital marketing is simply using the normal marketing, promotion of use of services,, your brand using electronic devices, social media and other technologies and techniques, that are available on the internet., ▪ Dr Philip Kotler (the father of modern marketing) defines digital marketing as the science, aand art of exploring,creating and delivering value to satisfy the needs of a a target market, at a profit., ▪ Marketing is the process of exploring, creating, and delivering value to meet the needs of a, target market in terms of goods and services.

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SCOPE OF DIGITAL MARKETING, ▪ Promotion of products and services, ▪ Customer experience, ▪ Relationship Development, ▪ Multichannel Integration

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INBOUND MARKETING (PULL STRATEGY), It is the process of attracting leads by providing content that is helpful to them and will organically lead to, engagement. What this means is that we are talking about inbound marketing they are focusing on generating, content that your target audience, the people you want to reach would like, find interesting, relevant, educative or, enlightening. When they consume your content; videos, images or audio they get drawn to your brand because, you’ve given them some level of information that they already like. Think about inbound marketing as Paid, media. The inbound marketing is a pull strategy because you are controlling your content and drawing people into, your brand, getting them to:, ▪ Love your brand, ▪ Understand what you can provide to them using content

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OUTBOUND MARKETING (PUSH STRATEGY), It’s simply about showing content to as many users as possible to increase the, chances of reaching an interested audience with a push., It is a push strategy. What this means is that you are no longer generating content to, get people interested or to get people engaged with your brand rather you are just, putting out your content, promoting your content to reach as many people as, possible. Think about outbound marketing as blogging. It’s important you understand, these concepts and know when to actually use them.

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THE RIGHT QUESTIONS ?, ▪ Who is the customer?, ▪ What is the customer’s need?, ▪ Which benefits are to be provided?, ▪ What does the service entail?, ▪ How will the service be performed?

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VISIBILITY, Digital marketing visibility is all about the establishment of online presence, public, recognition and favorable reputation of your company’s name, the purpose, of branding is to convey a perception of quality and value associated with a specific, company and its product, promoting enthusiastic customer satisfaction, and long-term, loyalty towards the brand., Consumers may look elsewhere, if a company fails to achieve exceptional online, visibility, consumers tends to look elsewhere., -86% of consumers use search engines to look for a service providers., Consumers tends to equate recognition with quality, even if isn’t the case., Unfortunately, in today’s race for business success, the prize doesn’t necessarily go to, the best competitor, often it goes to the most visible competitor.

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STRATEGIES TO DEVELOP DIGITAL MARKETING, VISIBILITY, 1., , Search Engine Optimization, , 2., , Blog Posts, , 3., , Customer review Postings

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ENGAGEMENT, ▪ An Engagement is any sort of interaction with content, The strategy comes from a, time when salespeople, had to inform customers what a product was before, encouraging them to buy. This would involve several stages of engaging people to, get them into the right mental place to make a purchase of something they had, literally never heard of before.

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CONVERSION, A conversion is an event that is tracked and recorded when a campaign goal or, interaction is complete. In a lot of cases, this will mean a sale., ▪ Other conversion types could include clicks on a URL, a landing page visit, a, newsletter sign-up, a white paper or brochure download, or a telephone call via a, number that is linked to the digital campaign. Any trackable action or event that the, marketer can add a conversion pixel to can count as a conversion., ▪ In analytics systems (e.g. Google Analytics), these are often referred to as “events”, or "goals", rather than conversions.

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CLICK-THROUGH AND VIEW-THROUGH CONVERSIONS, There are two types of conversions that are typically tracked in ad servers: click-through and, view-through conversions, also referred to as post-click or post-view conversions., ▪ Click-through conversions (or post-click) are conversions that were driven from a, user clicking on your ad and converting then or at a later date (within your defined, conversion window)., ▪ View-through conversions (or post-view) are conversions that were driven from a user, being served your ad, not clicking on it, and then converting then or at a later date (within, your defined conversion window). This type of conversion was borne from the need to, attribute ads (such as digital display banners, that generate fewer amounts, of clicks compared to other digital channels) that were seen and may have influenced the, sale at a later date. Even if the user saw the ad but did not click, he or she could be, subconsciously influenced to convert at a later date., ▪ If view-through conversions are ignored, you could not be giving enough credit to the digital, channels or formats that are influencing a conversion. Both types must be tracked and, considered when evaluating the results of a campaign.

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▪ The primary reason for tracking conversions is to understand the efficacy of your campaign, it, is important to measure the conversion rate (of impression or clicks to conversions) and, the cost per acquisition (CPA) to fully understand how hard your activity is working., ▪ Answer the Public. If you want to make your SEO and other digital marketing materials stand, out, you need to know how your audience thinks. ..., ▪ Land-Book. ..., ▪ Survey Monkey. ..., ▪ Crazy Egg. ..., ▪ Google Analytics. ..., , ▪ Hubspot Website Grader. ..., ▪ MobileMonkey. ..., ▪ Really Good Emails.

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QUESTIONS AND ANSWERS