Digital Marketing – Training Module
What is marketing?
► Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.
What is Digital Marketing?
► Digital marketing, also called online
marketing.
► This is the promotion of
brands/products/services to connect with
potential customers using the internet and
other forms of digital communication.
► This includes not only email, social media,
and web-based advertising, but also text and
multimedia messages as a marketing
channel.
Understanding
Marketing Process
► In simple words its called
value creation.
► Marketing process includes
ways in which value can be
created for the customers to
satisfy their requirements.
► It is an endless series of
actions and reactions
between the customers and
the companies making
attempt to create value for
and satisfy the needs of
customers.
Understanding Digital
Marketing Process
► A digital marketing process is a
broad term to explain any
number of steps you take to
achieve a digital strategy.
► The objectives of Digital
marketing Process involves
visibility, engagement, strategy,
lead generation
► While content should be engaging
resulting in reach, visibility,
engagement.
► Which would build the trust.
► Engagement is nothing but - Reaction
from customer(likes, comments,
shares) which would help us in
calculating Return on Investment ROI
Inbound & Outbound Marketing
Inbound marketing Outbound marketing
► Inbound marketing is a ► Outbound marketing refers
business methodology that to any kind of marketing where
attracts customers by creating a company initiates the
valuable content and conversation and sends its
experiences tailored to them. message out to an audience
► For example: Videos, Blogs, ► For example: TV ads, radio ads,
Guides or ebooks, Social Media, trade shows, print media, cold
Newsletters. calling, cold emails, etc
► This can be achieved by SEO, ► This can be achieved by
SEM, Social media, etc Traditional Marketing strategies
► Inbound marketing stands out as effective, better lead
generation, improved sales, boosted revenue growth, better
brand visibility and awareness.
► Key advantages are: Time, Cost, efforts, targeted reach etc.
Conversions
A conversion occurs when a visitor to your website completes a desired
goal, such as filling out a form or making a purchase.
► Depending on the business goals we may list out the conversion we
desire for, like:
► clicks on a URL
► a landing page visit
► a newsletter sign-up
► a white paper or brochure download
► telephone call via a number that is linked to the digital campaign.
► While in the process of conversing a lead to sale/converstion, we may
offer irresistible offers worth of expenses(not from revenue).
Tools we use in Digital marketing
► Here are some of the Tools we use in digital marketing:
► Google Search bar
► Search console
► Google analytics
► Semrush
► Keyword planner
► Google trends
► Alexa ranking
► small SEO tools and many more
Day 2 - Traditional Vs Digital marketing
Difference between digital
marketing and traditional marketing
► The main difference between digital and traditional marketing is the
medium through which an audience encounters a marketing message.
► While traditional marketing uses traditional media like magazines and
newspapers, TV ads, radio ads etc
► While digital marketing uses digital media, such as social media or
websites, content marketing, Affiliate marketing
Benefits of Traditional Marketing:
► Traditional marketing is harder to ignore. Since they create an impact and
memory at large Diverse Audience.
► Traditional Marketing is used for Brand awareness
► No Limit with the Audience/Traffic
Traditional Marketing Vs Digital Marketing:
► Traditional marketing can be ► Digital Marketing is Less
more expensive than digital expensive and is within limits,
marketing since we decide the cost and
► Traditional marketing is often not expenditure of marketing.
as measurable as digital ► Accurately Measure All Results
marketing.
using Digital Marketing
► For example, we do not have
efficient measuring system to ► Target the Right Audience
calculate ROI ► Easy to adjust
► Traditional marketing is gradually
► Tools of Digital Marketing:
losing its audience
► Social Media Marketing.
► Tools of Traditional Marketing:
► Email Marketing.
► Television
► Radio ► Content Creation.
► Newspapers
► Signage. Billboards
How We Use Both Digital &
Traditional Marketing?
► Traditional marketing doesn't allow direct interaction with
customers, whereas digital marketing offers a higher level of
engagement and interaction. Whether it is through social media
comments or email messages, your target audience is instantly
connected with you through various digital marketing channels.
► Combining both marketing methods helps a company reach a wider
range of their audience.
Day 3 - Internet, Domains
What is Internet?
► The Internet, sometimes called simply "the Net," is a worldwide system of
computer networks -- a network of networks in which users at any one
computer can, if they have permission, get information from any other
computer (and sometimes talk directly to users at other computers).
Domain names & Domain Extensions:
► A domain name is your website's equivalent of a street address. They
consist of a website name (i.e. Hostinger) and a domain name
extension (i.e. .com). All domain name registrations are overseen by
ICANN. Domains work by forwarding visitors to the appropriate server.
► For example: A domain name takes the form of two main elements. For
example, the domain name Facebook.com consists of the website's name
(Facebook) and the domain name extension (.com).
Different types of websites
► Homepages. — The homepage is your site's main hub and serves as the face of a
brand
► Magazine websites. — A magazine website features articles, photos and videos
that are informational and educational.
► E-commerce websites. — An e-commerce website is an online shopping
destination where users can purchase products or services from your company.
► Blogs. — A blog features regularly updated articles, photos and videos. Blogs
started with more casual, personal content compared to magazines.
► Portfolio websites. — A portfolio website allows creative professionals a place for
showcasing their best work.
► Landing pages. — A landing page is a specific page type created for a marketing
campaign that drives visitors to take a specific action.
► Social media websites. — Social media is a computer-based technology that
facilitates the sharing of ideas, thoughts, and information through the building of
virtual networks and communities
► Directory and contact pages — A directory or contact page is a place where
users can connect with you or others.
How to Select a Domain name
► Use The Right Domain Name Extensions (.com, .org, .net)
► Brandable Over Generic
► Creative and brandable are always better than generic.
► A brandable domain name is unique and stands out from the competition, while a generic domain
name is usually stuffed with keywords and unmemorable.
► Short Is Better Than Long
► Domain name cannot exceed 72 characters
► Easy to Type & Pronounce
► This makes it easier for visitors to share your domain name by word-of-mouth
and makes it easier for you to share your site with friends and potential
customers.
► Consider Using Keywords That Reflect Your Website
► Using keywords (From your services/brand) would make your website stand out.
► Use Domain Name Generators When Stuck
► Wordoid, Lean Domain Search, DomainHole etc
Booking a domain name & web hosting
► Domain name is the address of your website that people type in the
browser’s URL bar to visit your website.
► Web hosting is the place where all the files of your website live. It is like
the home of your website where it actually lives.
► Domain names and web hosting are two different services. However, they
work together to make websites possible.
► Basically a domain name system is like a massive address book that is
constantly updated. Behind each domain name, there is an address of the web
hosting service storing the website’s files.
► You need web hosting to store your website’s files. After you get hosting,
you need to update your domain name settings and point it to your web
hosting service provider.
► A domain name registrar is a company that allows you to purchase and
register domain names
► Domain.com, Network Solutions, Godaddy, or NameCheap.
Adding domain name to web Server
► Get Your Web Host's Name Servers
► The list of name servers will often look like ns1.example.com,
ns2.example.com, and so on, where "example.com" will probably be replaced
by some other domain name used by your web host for their servers.
► Enter the Name Servers into Your Registrar's Settings for Your Domain
► In general, try the following to get to the page on your registrar's site that lets
you modify the name servers:
► Find a way to list all your domains in the registrar's site. Sometimes this can be found
in a "My Domains" page, or a "Domain Manager" page, or something similarly named.
► Select the domains for which you want to set the name servers. Sometimes this
involves putting a tick into a box beside your domain name in the list of names.
Alternatively, if you only have one domain name, you may even be able to click the
domain name to get to the settings screen.
► Some registrars have a "Manage DNS" menu link, or a "DNS" button, or a
"Nameservers" button. If you see such a link or button, that's probably the one that
you will need to click. Basically look for things that say "DNS" or "Name Servers" or
"Nameservers", whether to "set" it, "change" it, "manage" it, "modify" it, "edit" it or
some other thing to that effect.
