Digital Marketing
Session 1

Agenda
• Course outline
• Expectation setting
• Introduction to DM

Course outline
• Quizzes – 2x10 = 20 – at different stages of the course
• Group Project – 1x30 = 30 - aimed at providing a hands-on approach to
tackling challenges in digital marketing. Participants are required to form
groups of 5/6 members each. Students would present their group project
as a PPT in the last 2 sessions and submit the same. No MS-WORD
submission is required.
• End-term – 50 - closed book, short and long answer-type questions. The
rationale of the exam is not to test your memory but to test understanding.

Expectation setting
• What is digital marketing?
• Benefits of DM
• How to create your own website
• SEO and SEM
• SMO and SMM
• Creating a social media calendar
• Linkedin and video marketing
• Content marketing, e-mail marketing, affiliates and influencers
• How you can make money online
• Guest lecture – Practitioner from the industry

Introduction to the course

Benefits of Digital Marketing
• What is digital marketing
• Digital + marketing
• Simply posting a photo is not DM
• Target audience, strategy
• Benefits of digital marketing
• Low entry barrier (pocket friendly), brands can then invest more
• Precise targeting
• Versus physical hoardings – can you know how many people saw your AD? Even if
you get to know, were these all target costumers, age group, sex?

Benefits of Digital Marketing
• Measurable (Can you know how much did the person read your physical
leaflet? But you can tell how much scrolling was done on your webpage)
• Always available, 24x7
• Global reach (clients customers in other countries)
• Easy tracking - call to action
• Real time data (campaign performance on google analytics – or other
platforms, which website did they visit after watching the ad)

Digital Marketing
Session 2

In the previous session
• Course outline
• Expectation setting
• Introduction to the course
• Creating your website
• URL, server, HTML

In this session
• Creating your website
• SEO
• SEM
• Display ads and some commonly used terms
• Landing page and creative strategies

Creating your website
• Get a domain name and URL
• It's important to choose a good domain name. It affects:
• how easily customers can find your site
• how much customers will trust your website and brand
• Referring to your business in the same way online:
• creates a professional online presence
• helps your customers find you online
• helps your business maintain a strong brand image
• prevents confusion between your brand and other brands
• limits development costs for logos, packaging, and printed materials.
• Set up email addresses to match your domain name

Creating your website
• Find a web hosting company
• For your website to be published and accessible on the internet, it has
to be hosted by a web hosting company. These companies provide
you with a secure space on their server to store all your website
content.
• You can host your website with the same company you register your
domain name with, or you can choose a different host if this meets
your business needs better.
• Fees for web hosting can vary depending on how big your website is
(i.e. storage space) and bandwidth (i.e, streaming speed for visitors).

Search Engine Optimization
• Everyone now uses a search engine to look for stuff
• You would also like your business to appear on the 1st page of google,
and in fact as the top result
• Be the top result for the relevant search
• On page SEO (title, description, images)
• Off page SEO (backlinks, reviews, blog post, social media handles)
• Technical SEO (technical guidelines – remember the business of
google, to give customers the best page for their search)

Search Engine Optimization
• On-page SEO to do list
• On-page SEO refers to improving the visitor-facing content on a
website to drive search engine rankings higher.
• Websites that rank well are those that have high-quality, relevant
content such as:
• well-written and informative text that answers the questions people
commonly ask about a topic
• high-resolution images and videos that are related to the content
• well laid-out web pages with quality content and information structured
clearly with appropriate headings
• pages that link together clearly and logically.

Search Engine Optimization
• Ensure device compatibility
• Web page speed
• Security certificate
• Most important information first
• Interesting but easy to comprehend language
• Make sure content is easy to scan
• Use clear headings
• Keep paragraphs short and easy to read.

Search Engine Marketing (SEM)
• How SEO works
• Google ranks your pages
• Examines if your page is optimized, if you have backlinks, if there is good traffic and
then recommends it to others
• This can take time
• SEM allows you to rank at the top/or amongst the top
• Necessary to understand your niche, what do people search for?
• Important question – SEM can be costly, how much can we rely on it?
• Simple answer is - SEO, content marketing, when off season – SEM/SMM in
on season – if on season/off season not applicable to your brand, just try to
create a balance between these activities.

Display ads and commonly used terms
• Picture superiority effect (PSE) – brain is more efficient at remembering
images, than words
• Communicating the ad message using visual media
• Traditional and digital media
• Native (blends with the content) and non-native (banner ads)
• Images – static
• Rich media ads – interactive elements, animations, GIFs
• Video ads – video is embedded in the ad; popular in YT
• Formats
• Medium rectangle (300w, 250h px) text, image, animation – desktop and mobile
• Large rectangle (336 x 280) – desktop only

Display ads and commonly used terms
• Leaderboard – (728 x 90) pixels, NEWS
sites, forums – top of page – desktop only
- high impact, first ad seen on a page –
don’t intrude on content
• Half-page (300 x 600) – desktop only
• Large mobile banner (320 x 100) mobile
only
• Large format ads/expandables – almost
the entire display
• Skinnables/takeover/roadblocks

Display ads and commonly used terms
• Unique users
• Page views
• (Ad) impressions
• Clicks (redirected to landing page)
• CTR [(clicks/impression) * 100]
• CPM (outdated)
• CPC/PPC (Ad may be shown to a larger audience but you pay only
when it is clicked).
• Wrong target customers are automatically excluded

Digital Marketing
Session 3

In the previous session
• Creating your website
• SEO
• SEM
• Display ads and frequently used terms that you should be aware of

In this session
• Display ads and frequently used terms that you should be aware of
• Landing page and creative
• Content marketing
• E-mail marketing
• Creating your social media handles

Display ads and commonly used terms
• Ad rank – where your ad would appear in the
Search Engine Result Page (SERP)
• Ad rank = maximum bid (x) quality score
• Quality score
• landing page  relevant and original content, load time, pop-
ups, unreadable content PDFs
• Expected CTR  historical, domain name, Google Ads
• Relevance  search query with keywords bid for, keywords
appearing in ad headline and description
• Google wants to maximize the chances of ad clicks !
• Why not show ads all the time? Wont that increase
Googles revenue?

Display ads and commonly used terms
• Coverage – Cost of showing ads vs. the probability of click
• High coverage during festivals, or for shopping ads
• Shopping ads and Google Merchant Center
• What about invalid clicks? – Google reports them separately
• Clicks at odd hours
• Clicks from odd geographies
• You can block certain IP addresses – say, your own company

Landing page and creatives
• Landing page
• where the visitor “lands” after following a link sent by email or via FB, YT or
Google Ad
• converting visitors into leads
• Creative strategies – how should ads appear so that they ensure high
conversion
• A. Hook, Story, Offer
• B. Problem, Agitation, Solution

Landing page and creatives
• Hook
• used to grab attention
• Should generate enough
curiosity so that customers
keep listening
• Not necessarily aimed at
selling
• Generally tell the prospect
about the benefits you offer
• Used in email campaigns and
push notifications

Landing page and creatives
• Story: once you have grabbed the prospect’s attention with a
good hook, it is time to tell your story
• Helps the target audience connect with the brand and its offerings
• Demonstrates how the offering can help the prospect
• Creates desire
• Elements of a good story
• Attractive character
• Real/fictional
• Relatable
• Proper structure
• Past – before the character discovered the brand
• Epiphany – the moment they came across the brand/offering
• Result – showcase how the character’s life changed after trying the offering

Landing page and creatives
• The offer
• Once the prospect is hooked, you should make the offer
• Full product
• Trial
• Discount

Landing page and creatives
• Problem, Agitation, Solution
• Problem : highlight the pain points
• Agitation : pain points should be addressed in a way that it affects
them to the point of discomfort - this pushes them to
explore your offerings
• Solution : Offer the solution

Content marketing
• To attract customers
• To educate customers
• To retain interest and reach more customers
• Try to understand what content marketing is – it is NOT about selling
your product
• Objectives of Content Marketing
• Drive traffic to your website/SM handle at relatively low cost – example – ola,
swiggy

Content marketing
• Types of content
marketing
• Meme
• Infographics
• Email
• Video
• Blogs
• Quiz
• Webinar
• images
• How to choose type of
content?
• What is your business?
• Who are your
customers?

Content marketing
• Where to share content – related to type of content – and relevance
to audience
• Photos, memes on Instagram, FB
• Videos on YT

E-mail marketing
• Is it obsolete in 2022? Has social media taken over?
• NO – it is very much alive, look at your own inbox
• Banking and financial companies want to give you loans
• Food aggregators want to send you food
• Insurance companies want to offer you insurance
• But if email marketing is so important, why do people focus so much
on social media marketing
• Misconception – only for cold customers