Beginner's Guide to Digital Marketing

1. By HARSHITHA V

2. Digital Marketing Beginner’s guide

3. Contents • Digital marketing • Aims of Digital Marketing • Benefits of digital marketing • B2B versus B2C digital marketing • 7 P’s of digital marketing • 4 C’s of digital marketing • Digital marketing strategies • Getting started with digital marketing • Latest trends in digital marketing

4. What is digital marketing ? • Digital marketing refers to the use of digital channels and technologies to promote products and services. • It enables companies to reach out to their customers and interact with them directly. • It encompasses various online marketing strategies such as search engine optimization (SEO), social media marketing, email marketing, content marketing, affiliate marketing and more. • Aim of digital marketing is to attract more visitors to your app or website to raise awareness about your product or service.

5. AIMS of digital marketing 1. Sending the Right message, to the Right people at the Right time. 2 . Engaging the audience or building brand awareness. 3. Motivating the users to take action even if it is not necessarily buying the product/service. 4. Spend less money on brand marketing but still reach out to large number of people. 5. Consistently improve the return on investment.

6. Digital marketing benefits for businesses 1.Increased brand visibility and awareness.2. Targeted audience reach.3. Cost-effective method compared to traditional marketing.4. Measurable results and analytics.5. Ability to personalize marketing campaigns. 6. Easy and effective means for customer interaction and engagement in real time. 7. Provides Global reach for the product or service through multiple online channels such as email , social media and websites. 8. Products or services platform can be accessed over multiple devices ( pc , mobile, tablet ) easily.

7. B2B versus B2C digital marketing B2B (Business-to-Business) Digital Marketing: • B2B digital marketing focuses on targeting businesses and selling products or services to other companies. • The primary goal is to establish long-term business relationships and generate leads that can lead to significant sales transactions. • B2B marketing often involves complex decision-making processes and longer sales cycles compared to B2C. B2B (Business-to-customer ) Digital Marketing: • B2C digital marketing is centered around reaching individual consumers and promoting products or services directly to them. • The primary objective is to drive immediate purchases and establish brand loyalty among individual customers. • B2C marketing typically involves shorter sales cycles and more emotional and impulse-driven decision-making.

8. B2B versus B2C digital marketing Business to Business Business to customer B2C marketing targets a broader consumer audience, considering demographics, interests, and purchasing behaviors. B2C marketing leverages popular social media platforms, search engines, influencer marketing, and mobile advertising. Brands strive to create a seamless customer experience across multiple touch points. B2C sales processes are transactional, focusing on driving immediate purchases. Discounts, limited-time offers, and personalized recommendations are commonly used to incentivize consumer buying decisions. • B2B marketing targets specific businesses, industry professionals, or decision-makers within organizations. • It relies heavily on professional platforms like LinkedIn, industry-specific forums, and email marketing. Personalized email campaigns, webinars, and one-on-one interactions play a vital role in nurturing leads. • sales processes are often consultative and involve multiple stakeholders. Relationship-building, negotiations, and custom proposals are typical in B2B sales.

9. 7 P’s of digital marketing • Product – Goods or services offered to the customers. This includes features , benefits, packaging and branding. • Price – the cost of your products or services. This includes discounts , payment options and pricing strategies. • Place – The channels used to distribute your products or services. Like websites or social media or other offline modes like stores. • Promotion – methods used to advertise your product or service. This includes sales promotion , public relations and personal selling. • People – The target audience you aim to reach with your marketing efforts. This includes understanding customer needs , preferences and behaviors. • Process – steps involved in delivering product or service which includes order processing , delivery and customer service. • Physical evidence – the tangible elements for customers to understand your product or service. This includes packaging , branding and the physical environment of product delivery.

10. 4 C’s of digital marketing • Content refers to the creation and sharing of online material, such as blog posts, videos, and social media updates. • Contextrefers to the relevance and timing of the content, ensuring that it is delivered to the right person at the right time. • Commerce involves the buying and selling of goods and services online. • Communityrefers to the online communities and networks that businesses can build to connect with their customers and engage with their target audience.

11. digital marketing strategies for beginners 1. Search Engine Optimization (SEO)2. Social Media Marketing3. Pay-per-Click (PPC) Advertising4. Email Marketing5. Content Marketing 6 . Video marketing 7. Affiliate marketing 8. Web advertising

12. Search Engine Optimization (SEO) • Search Engine Optimization (SEO) is a set of practices/techniques to optimize a website to enhance its visibility. This allows a website to appear at the top position in the search engine result pages (SERPs) and attract more organic traffic. • The best approach to building an SEO-friendly website includes optimizing the website with relevant keywords, high-quality content, and authoritative backlinks. • Furthermore, to improve user experience, the website should be made mobile-friendly, with fast loading times and a logical structure.

13. Social Media Marketing • It refers to the use of social media platforms to promote a product or service by creating and sharing content on platforms, such as Facebook, Twitter, Instagram, etc. to engage with customers and potential customers. • The goal of social media marketing is to build brand awareness, establish a strong online presence, and ultimately drive traffic and sales. • Successful social media marketing campaigns use a variety of tactics, including engaging content, targeted ads, and influencer partnerships, to achieve marketing goals such as increasing brand awareness, driving website traffic, and boosting sales.

14. Pay-per-Click (PPC) Advertising • PPC advertising is a digital marketing strategy that allows businesses to place ads on search engines like Google and social media platforms by bidding on keywords related to their products or services • Business should ensure that their landing pages are optimized for conversions and that their ads are being displayed to the right audience based on factors such as location, demographics, and interests. • Choosing the most relevant keywords enable business to get higher ranking in the search engine result pages and get more visitors.

15. Email Marketing • Email marketing is the method of reaching out to potential or existing customers via email to promote a product or service. • It involves creating a mailing list, crafting engaging email content, and tracking the effectiveness of the campaign via metrics such as open and click-through rates. • With email marketing, businesses can build relationships with their customers and keep them informed about new products, promotions, and updates. • It is a powerful tool for businesses of all sizes to engage with their audience and drive sales.

16. Affiliate marketing • Affiliate marketing is a performance-based marketing model where individuals or businesses (affiliates) promote products or services of a company (merchant) in exchange for a commission. • Affiliates earn a commission for every successful referral or sale generated through their unique tracking links or codes. • It provides a win-win situation for both the merchant and affiliate, as affiliates can monetize their online presence, while merchants can tap into the affiliate's audience and leverage their marketing efforts to drive sales and expand their reach.

17. Getting started with digital marketing 1. Define your goals and target audience Settings specific, measurable, achievable, relevant and timely (SMART) goals is crucial for any marketing strategy. Identify your target audience depending on their age , gender , topography, etc. 2. Set up your website and optimize it for search engines Build an SEO-friendly website incorporating optimized content, internal and external links to increase website visibility and ranking in the search result pages. 3. Establish a presence on social media platforms Utilize the various digital marketing channels from content marketing to PPC campaigns depending on your goals , budget and audience to build reputation and awareness for your product / service.

18. Getting started with digital marketing 4. Create engaging content and share it with your audience Use catchy ad campaigns , attractive graphics , option for call to action and user interactive contents .5. Monitor and analyze your marketing efforts to make improvements Analyze the campaign data to determine what was done well and areas of improvement. Use analytics tool to identify the number of visitors to the website and the source of their arrival.

19. LATEST TRENDS IN digital marketing • Influencer marketing : collaborating with social media influencers to promote product or services • Interactive content : creating content that encourages audience participation , such as quizzes or polls. • Voice search optimization : Optimizing content to rank in voice search results. • Personalization : Delivering customized experiences to customers based on their preferences and behaviors ( based on previous purchases or browsing history) • Augmented reality : Using AR technology to create immersive experiences for customers. ( visualizing a 3d model of the product in the actual environment using smartphone / tablet)

20. CONCLUSION Digital marketing offers immense opportunities for businesses to reach and engage with their target audience effectively using the various marketing tools and techniques. Digital marketing allows businesses to target specific demographics, track and analyze campaign performance, and adapt their strategies in real-time. With the ever-increasing use of technology and online platforms, digital marketing has become an essential component of any successful marketing strategy, providing businesses with unprecedented opportunities for growth and success in the digital age.