Digital Marketing E-Book (1)

1. DIGITAL MARKETING E-BOOK

2. TABLE OF CONTENT 1 ............................................................. • Pathway to be a Digital Marketer • Scope and job roles in digital marketing .................................................. 2-3 • Why is Digital Marketing a Good Career? ............................................... 2-3 ........................... 3-4 • Most Important Fundamentals of Digital Marketing • 5 Major Skills Required for Success in Digital Marketing ................... 4-5 ................................................................... 5-6 • Anatomy of a Digital Marketer • What is Search Engine Optimization & How It Works 6 ......................... • Digital Marketing Interview Questions & Answers for everyone....6-7 • 4 Best Digital Marketing Books for Beginners....................................... 8 Download Sample Resume Need 1:1 Resume Review? Find a Coach

3. Pathway to be a Digital Marketer 4 Social Media Marketing Introduction Social Media Marketing to engage and make your followers share your brand’s updates with their followers, and Email Marketing to establish a long-term relationship with the consumer and give them what they want. What is digital marketing? It is advertising done through electronic channels such as social media, emails, mobile applications, search engines, etc. Born years ago with the advent of radio--transmission of news and advertisements through wireless signals, digital marketing has come a long way. Scope and job roles in digital marketing The digital marketing channels are the facilitators of all kinds of marketing efforts happening online. The key is to integrate the functioning of all these various channels so that there is effective digital marketing that takes place. This digital-first world requires digital marketing professionals and is providing lucrative opportunities for all the new ones. While digital marketing is a huge umbrella term, it has various domains within itself as seen above. While each of the channels above is extensive, a professional needs to have knowledge of all to bring maximum output and ROI. 1 Content Marketing to resonate with the customers and educate them about their needs and problems and show them how you solve it. How to get certified? Wondering how to learn digital marketing at home? There are more than 4 billion internet users in the world at present. Reaching out to this massive audience requires technical know-how and skills. Digital marketing courses can help you sharpen and hone your competencies. Not only that, the experts guide you from the learning phase till you are placed. Who gives such a personalised treatment online? Board Infinity’s Digital Marketing Learning Path, does. Let us look at what all it offers. 2 Search Engine Optimisation Efficient Search Engine Optimisation (SEO) to make sure that content is visible on the top few ranks of search engines 3 Search Engine Marketing Search Engine Marketing (SEM) and Pay-Per-Click (PPC) advertising to drive traffic to your website where you are actually talking about your offerings. What will be taught? 1

4. Fundamentals of Digital Marketing deep-target the native consumers of that platform, and helping you understand what makes them potential leads and finally conversions. Understand what digital marketing constitutes of, why it came into being, and what are the different domains in it. A basic understanding of the topic is very much necessary if you want to become an expert in it. SEO and SEM Search engines are your dictionaries of today. So much that, people service their electronics by watching videos or reading guides online these days. Therefore, it is important that your website too features in the top search engine ranks. SEO and SEM help you do that organically and monetarily, respectively. Consumer Behaviour We had seen an example of online purchase behaviour which shows why understanding ‘how’ a consumer behaves while making a purchase, is important. It is the determiner of all of your marketing strategies and will determine your segmentation and targeting too. Web Analytics All the above marketing efforts are sure to yield results in terms of increasing website traffic, visitors, conversions, etc. Google Analytics helps you learn how to analyse your campaign performance using various parameters and what can be improved. Social Media Marketing Every business needs to be present on social networks these days to engage and communicate with their audiences. It also serves as a cost- effective platform to run a dvertisements (maximum ROI), which is why businesses have started to heavily increase their digital spends. You will learn to manage a business’ presence on social media, run campaigns and monitor it’s progress. Why is Digital Marketing a Good Career? Let’s analyse. Industry growth A report by Dentsu Aegis says that the digital advertising industry in India is set to be valued at Rs 19,000 crore by 2020, at a growth rate of 32% CAGR. Paid Advertising Not all advertising methods are organic. In times of increasing competition, there is a need for businesses to stay relevant and be noticed. Paid ads let you do that by letting you advertise on each medium differently, allowing you to The digital industry is projected to produce more than 20 lakh jobs. The coming years will be very opportune and full of digitization which will impact the country’s economy as well. 2

5. learn and develop as many skills as you can. No prerequisite qualification Everything is available online and digital marketing truly gives you independence. You just have to be willing to do the research. For getting into a digital marketing job, you don’t require any specific degree. You just need to have a passion for learning new things, should be analytical and curious. If you feel you are interested, you could always do any digital marketing course online as per your convenience and join as a fresher somewhere. Most Important Fundamentals of Digital Marketing SEO and SEM 1 Salary Content Marketing 2 Email Marketing 3 The average salary for a digital marketing manager having 4-8 years of experience would be around 8 lakhs per annum. Social Media Marketing 4 Businesses now have different avenues to know and understand the consumer better, and the service offered is catering to the consumer’s needs. Let’s understand the digital marketing fundamentals. The salary range can fall anywhere between 5 lakhs to 18 lakhs. Variety of specialisation SEO and SEM Digital marketing is an umbrella term that has many subsets under it, namely, content marketing, email marketing, SEO, SEM, PPC, etc. The nature of digital marketing makes it very flexible. You can opt to know about every domain, or you can stick to one and make it your expertise. You go and search for a particular term on Google. Say, ‘buy health insurance’. When the search page comes up, you’ll see the first few links generally which say Ad in a small box around them (Refer to figure 1). They are a result of SEM (Search Engine Marketing). The businesses want their products/services to be visible at the top of the search results so that it gets the maximum reach possible. Independence SEO and SEM Since the academic qualifications and previous work experience doesn’t matter all that much, you can study and learn digital marketing all by yourself too. A self-starter attitude is needed, and you should be willing to Content is very integral to the fundamentals of digital marketing.In the very initial stages, content wasn’t given much importance due to the consumption 3

6. Content Writing and Marketing of time to create it, unsatisfactory ROI, and a lack of understanding of the audience. Then, with the emergence of better technologies and platforms like Facebook and Instagram, the audience became wider and reach became easier. It’s one of the most important skills to possess. Content marketing is also one of the most powerful approaches because it focuses on creating long-term value addition by creating relevant and valuable content to attract a consumer and therefore drive consumer action. Email Marketing Search Engine Optimisation Emails are a very effective way to reach millions of people, for FREE. It involves sending emails to a database full of contacts, who can be subscribers to your weekly blogs, or people who’ve clicked on your ad and registered, or people who’ve signed up to your product updates, etc Where do you go for an answer? Google. Or more precisely, search engines. You tend to believe whatever comes on the first page of the search, to be true. Such is the power of search engines. SEO is a way wherein you optimise your content so that it’s visible on the first page of the search results. Social Media Marketing Social Media Marketing Social media is a necessity for brands nowadays because not only does awareness take place there, but the building of customer trust, query response, and even brand PR is handled via social media only nowadays. Research published by Smart Insights suggests that there are over 3 billion people who’re using social media today, and that number is just increasing day by day. Social media has a humongous revolutionary power to transform the online marketplace. That’s why it’s so essential for businesses to tap into social media as an avenue 5 Major Skills Required for Success in Digital Marketing Email Marketing Acquiring and updating these skills are a crucial part of almost every business in the market, nowadays. Let’s have a look at a few major skills which are needed to become a digital marketer. Till now you have only used emails as a customer. But ever wondered where you get those professional emails from? The ones that talk about a EOSS sale, or the one that talks about your financial investments etc. That’s email marketing. Getting the customer to read an email and take an action following that—is still very effective. 4

7. Designing Adaptable Entire marketing is driven by visuals. Graphic design a vital element of all marketing communication. A study by Venngage reveals that 88% of marketers use visuals in more than 50% of their marketing efforts. As a digital marketer, you need to have a keen eye for visuals and be able to identify what works for the brand, and what doesn’t. The digital world is evolving by the second and so is the media. Changes and updates are fast-paced and one needs to be on their toes to keep up. Digital marketers are expected to be adapting to these changes and showing a ready willingness to do so. He is expected to stay abreast of the latest technologies, opportunities and trends in the market every time. Communicator Anatomy of a Digital Marketer Having creative inputs and ideas is one thing but being able to communicate them effectively is another. A digital marketer has to communicate with various stakeholders of the business and hence needs to be confident and able to put forth the points very clearly. The expression of ideas needs to resonate with the business’ objective and should appeal to the consumers as well. Creative 1 Adaptable 2 Communicator 3 Meticulous 4 Understanding 5 Thinking of becoming a successful digital marketer? There are some desirable traits which companies look for in potential digital marketing candidates. Let’s have a look at what they are. Meticulous A digital marketer’s day to day job involves looking at a lot of numbers and processing a lot of information which involves multiple stakeholders. This requires meticulousness. There needs to be a love for data and love for details. Only if he understands the i nformation can he strategies accordingly and hence meet his targets. Creative Creativity is always a pivotal trait to possess in marketing. The marketing industry thrives on creative ideas and inputs to impress the clients and get more business. An ideal digital marketer is thus expected to be highly creative and spontaneous with their ideas and should be able to come up with something different and relevant every other time. Understanding A successful digital marketer possesses the ability to analyse human behaviour. This is particularly important to understand the buyer persona which will in-turn help him to communicate the brand message accurately. Understanding of the consumer’s likes, interests and behaviour help the digital marketer create tailored campaigns according to the section of 5

8. people identified as per geography, demography, needs, etc. Competition In SEO, the competition is other website rankings. You’ll need to analyse and understand the other companies’ strategy before making yours. What is Search Engine Optimization & How It Works Why is SEO Important? SEO or Search Engine Optimisation stands for optimising one’s content in such a way that it appears organically on top on any search engine’s search results. SEO goes much deeper than that. There are three entities here: you, search engine and the keyword. Suppose someone searches the term, ‘Biryani’ (keyword), your recipe for biryani should show up on the first page of the search engine. It involves analysing and understanding about what people tend to search online (related to your niche), what answers are they looking for on the search engine, and what are those specific keywords they’re using to achieve the desired results. There are a few factors which are taken into account like: Search engines contribute to the majority amount of online traffic than social media, paid ads and google ads. SEO is a long-term effort and a sustained one. It’s the only digital marketing tool which gives returns over a lifetime. If the content you provide is perfect and right, the traffic to your website will increase and will snowball with more and more time. SEO also helps in making the navigation of the site easier for the search engines as well the users. Digital Marketing Interview Questions & Answers for everyone Let’s look at some technical FAQs which will help you attend and ace any digital marketing interview in 2020! Search Volume What is Digital Marketing? The number of people searching for that given keyword is called the search volume. The more people search, the more audience we will reach. Dіgіtаl marketing іѕ a general tеrm fоr tаrgеtеd, measurable аnd іntеrасtіvе mаrkеtіng оf рrоduсtѕ or ѕеrvісеѕ that use digital tесhnоlоgіеѕ tо reach and convert potential сuѕtоmеrѕіntосuѕtоmеrѕ. It involves various functions like social media marketing, email marketing, content marketing, search engine optimisation, search marketing, and so on. Relevant There are terms which are searched vigorously, but they aren’t related to the terms you’re in need of. Imagine being shown clothes when you’re searching for cars. Hence relevancy is very important. 6

9. media promotion to reach the audience. Why should businesses adopt digital marketing and not traditional marketing? What is Google AdWords? Google AdWords is an advertising service where businesses can display their ads on the search engine and get paid each time when the user clicks on the ad. It works on keywords and good content. Whenever a user searches with any terms related to your business, your ad will pop up. Digital medium encompasses all electronic channels and hence has a wider reach and gives a better ROI than traditional marketing. If the same number of the audience were to be reached by the conventional advertising method, the costs would be much more. The results of the digital marketing campaigns are much more accurate and based on data than the traditional way of campaigning. What is SEO and what are its types? SEO or Search Engine Optimisation is an effort taken to improve the business’ website rankings on search engines, organically. There is on-page SEO and off- page SEO. On-page SEO is the process of optimizing keywords, title, meta tags, meta description such that the website content is SEO-friendly. Off-page SEO involves earning backlinks from other websites. Name some digital marketing tools Social Media marketing tools include Buffer, Radian6, Hootsuite, TweetDeck etc. Search marketing tools include Google Keyword Planner, SEMRush, Moz, Google Adwords, Google Analytics etc. Email Marketing tools include Mailchimp, Zoho, Drip etc. There are tools for content idea generation as well like Google Trends, UberSuggest, BuzzSumo and Graphic design tools like Canva. How does Social Media Marketing benefit businesses? All businesses need to have an online presence today to reach the maximum number of customers. Social Media Marketing helps in building valuable and long-term relationships with potential customers and the communication is redefined. It also helps in maintaining brand awareness and creating loyalty among the masses. What are the types of digital marketing? Digital marketing is categorised into inbound and outbound marketing. Inbound marketing is a technique in which social media, webinars, eBooks, newsletters, white papers, etc. are used to educate the customer about the brand. Outbound marketing i nvolves calling, sending out promotional emails and using digital 7

10. 4 Best Digital Marketing Books for Beginners Hence, this is an excellent book for digital marketers, especially when you are just a complete beginner in this domain. Let’s look at a list of 5 best digital marketing books for beginners, which will aid you in your journey of becoming a digital marketer. Digital marketing for dummies Purple Cow: Transform your business by being remarkable In this book, the authors talk about marketing plans, SEO, customer journey, blogging, SEM, paid marketing, Social media marketing, analytics, etc. Before you dive deep into digital marketing and select a specialization, you need to know the various sectors within it. This book is by the ever-famous Seth Godin, who was previously a business executive. He has written about 19+ books and most of them get included in the list of the best digital marketing books for beginners. Jab, Jab, Jab, Right Hook This book is by the famous Gary Vaynerchuk, who is a four-time New York best-selling author and owns a digital media agency himself. This book talks exclusively about social media marketing, and how to win the hearts of your customers. He gives remarkable tips on how to connect with customers and beat the competition. Positioning: The battle for your mind Positioning of any product/service or brand is extremely important, and this book talks about just that. This book will tell you about positioning, its aspects and concepts, how to position your product well, power of names, etc. This book, no doubt, has few of the best positioning examples and will help you with market strategies to build a positioning for your brand. 8

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