Digital Marketing 1 to 30.docx - Digital Marketing Session...

Prof K Sunil Unni Digital Marketing 2020 IBS Mumbai
Digital Marketing
Session Number-1
Introduction To Digital Marketing
What is Digital Marketing?
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses
leverage digital channels such as search engines, social media, email, and other websites to connect with
current and prospective customers.
What is the role of Digital Marketing to a Company?
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. We'll
talk more about these specific digital marketers in a minute.
Search Engine Optimization (SEO)

Prof K Sunil Unni Digital Marketing 2020 IBS Mumbai
This is the process of optimizing your website to "rank" higher in search engine results pages, thereby
increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO
include websites, blogs, and infographics.
There are a number of ways to approach SEO in order to generate qualified traffic to your website. These
include:
On page SEO : This type of SEO focuses on all of the content that exists "on the page" when looking at a
website. By researching keywords for their search volume and intent (or meaning), you can answer questions
for readers and rank higher on the search engine results pages (SERPs) those questions produce.
Off page SEO: This type of SEO focuses on all of the activity that takes place "off the page" when looking to
optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The
answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative
"authority" of those publishers, affect how highly you rank for the keywords you care about. By networking