1. DIGITAL MARKETING OVER VIEW
© Manoj K. Pallai

2. Index
What is digital marketing?
Search engine optimization (SEO)
How digital marketing evolved
Why should we go for digital?
What does digital marketing consist of?
Channels of digital marketing
7
6
5
4
3
2
1
Benefits of digital marketing
Pay per click (PPC)
Social media marketing (SMM)
8
9
© Manoj K. Pallai

3. Digital Marketing
Digital Marketing is the process to promotion of products or brands via
one or more forms of electronic media. For example - Internet, social
media, mobile phones, TV and redio etc.
It’s Targetable
Using a range of specific metrics, such as age, gender, income,
interest, industry and even location, you can send just the right
message to right audience.
It’s Affordable
Digital marketing and advertising allows us to market smarter, better
and more cost effective. Get more reach, more accurate targeting
and greater conversions at a fraction of our usual advertising costs.
It’s Measurable
The digital medium allows us to track and accurately measure
exactly how much leads and conversions.
•89% of Internet users regularly use a search engine for products and services
•Usage of Internet across the world increasing exponentially
•Most economical marketing medium to reach a large, astute and knowledgeable
audience
Why should we go for Digital?
© Manoj K. Pallai

4. Provides targeted results
Generate better revenues
Reduced cost of marketing and promotion
Enhanced brand Image
Global reach
Business visibility
Provides convenience
Better measurement and performance analysis
One way to make sure you are found on the web is with an optimized digital marketing strategy.
Most digital marketing strategies and campaigns have following 5 objectives.
Reaching the right audience
To engage with your audience
To motivate your audience to take action
Efficient spending on your campaign
Return on investment (ROI)
Goal of digital marketing
Digital marketing is about generating sales and/or capturing lead through digital media.
Objectives of Digital Marketing
Digital Marketing
Benefits of Digital Marketing
© Manoj K. Pallai

5. Search Engine Optimization (SEO)
SEO Definition: Search engine optimization (SEO) is the
process of affecting the visibility of a website or a web page in a
search engine's "natural" or un-paid ("organic") search results.
Types of SEO: There are 3 types of SEO
1) White hat
2) Black hat
3) Gray hat
Such techniques and methods are in
direct conflict with search engine
guidelines.
Some black hat SEO techniques
include: link spam, keyword stuffing,
cloaking, hidden text, and hidden links.
Quick, unpredictable, and short-lasting
growth in rankings.
This is a technique that properly
maintain all/maximum rules for the
search engines.
High quality content development,
linking structure, html/code optimization,
authoritative links, manual research and
outreach.
Steady, gradual, but lasting growth in
rankings.
Definition
Techniques
What to Expect
White Hat Black Hat
© Manoj K. Pallai

6.  Your website will be found on search engines
 Improve your competitive edge
 Expand your customer base and target audience
 Cost effective
 Long term standings
 Free traffic
 Higher sales (ROI)
 Global reach
 All the results can be measured
 Increased visibility
 Research / Analysis the keyword and competitors
 Build a responsive and error less website
 Create sitemaps, robots file
 Verify by Bing and Google search console
 Include website analytics (Google Analytics)
 Optimize linking structure
 Unique and relevant meta data
 Alt tag, H tag, and title text
 Optimize content to include keywords
 Create great unique content (content is king)
 Use your keywords as anchor text when linking
 Build links intelligently (link smartly)
Basic strategies
Advantages of SEO
Search Engine Optimization (SEO)
© Manoj K. Pallai

7. What is PPC?
Pay per click (PPC) is a type of sponsored online advertising that is
used on a wide range of websites, including search engines, where
the advertiser only pays* if user clicks on their ads. Hence the title,
'pay per click'.
 Very fast
 Get targeted visitors within hours (sometimes minutes)
 Can yield highly profitable results
 Great testing platform and can be highly targeted
 Time of day
 Geographic area
 Keywords and phrases
 Content network (Google)
 Easy implementation
 Flexible
Advantages of pay per click (PPC)
Pay per click (PPC)
© Manoj K. Pallai

8. Pay per click (PPC)
Setup account and budget for campaign
Keyword research (what keywords are you going to target?)
Choose which demographic you are going to target
Target to divices
Utilize long tail keywords
Timing is everything
Create dedicated landing pages with CTA’s
Create Ads (text and disply)
Review Google quality score
Manage bid
Measure and monitoring....
Basic pay per click (PPC) strategy
Why Google AdWords?
Attract more customers
Reach the right people at the right time
Advertise locally or globally
No visit, no fee*
Start with any budget
© Manoj K. Pallai

9. Social media marketing (SMM)
What is social Media
Social media marketing is the process of reaching prospects and customers, and acquiring traffic and visibility world
wide through social media sites such: facebook, twitter, google+ etc..
Advantages SMM
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Increased visibility
 Targeted traffic
 Content promotion
 Fun way to do business
 Ability to go viral
 Expedites online brand development
 Cost effective (only time and effort)
Social media technologies (Twitter, Facebook, Google+, YouTube, Pinterest, LinkedIn, blog etc.)
consistently changes all the time. The POST method is an excellent starting point for any SMM campaign.
POST Method
People: Know who your target audience is? What are their demographics and interests?
Objectives: What do you want to accomplish with your social media marketing campaign?
Strategy: How will things be different after you launch your social media marketing campaign?
Technology: What social media channels are you going to use?
Techniques & Process
© Manoj K. Pallai

10. Other Mediums
Email marketing is directly marketing a commercial
message to a group of people to send ads, request
business, or solicit sales, and is meant to build loyalty,
trust, or brand awareness.
Affiliate marketing is the process of earning a
commission by promoting other people's (or
company's) products. You find a product you like,
promote it to others, and earn a piece of the profit for
each sale that you make.
Content marketing is any marketing that
involves the creation and sharing of media and
publishing content in order to acquire and retain
customers.
Reputation management is the influencing
and/or control of an individual's or business's
reputation. Originally a public relations term,
the advancement of internet and social media.
© Manoj K. Pallai

11. Digital marketing measurement
Calculation
ROI (return on investment) = (Payback - Investment)
Many tools and systems are available to calculate your
ROI and to measure the effectiveness of your digital
marketing campaign.
ROI tools
Google analytics
Google search console
Google adwords
Social media monitoring tools
Other analysis tools
© Manoj K. Pallai

12. Contact
Manoj K. Pallai
Digital Media Consultant. India
t: +91 997 015 0361 | e: manoj.manjil [at] gmail.com | tw: @manojpallai
Thank You