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Digital MarketingAbout the TutorialMarketing of products and services through the use of digital technologies, mainly throughthe internet, including mobile phones and other digital medium falls under the umbrella ofdigital marketing.This tutorial explains how you can use popular social media platforms such as Facebook,Twitter, LinkedIn, and Google to promote your business and create greater awarenessabout the products and services you offer.AudienceThis tutorial is primarily going to help all those readers who are into marketing andadvertising, specifically those who aspire to make a career in Digital Marketing.PrerequisitesBefore proceeding with this tutorial, you should have a good understanding of thefundamental concepts of marketing and advertising.Copyright & Disclaimer Copyright 2016 by Tutorials Point (I) Pvt. Ltd.All the content and graphics published in this e-book are the property of Tutorials Point (I)Pvt. Ltd. The user of this e-book is prohibited to reuse, retain, copy, distribute or republishany contents or a part of contents of this e-book in any manner without written consentof the publisher.We strive to update the contents of our website and tutorials as timely and as precisely aspossible, however, the contents may contain inaccuracies or errors. Tutorials Point (I) Pvt.Ltd. provides no guarantee regarding the accuracy, timeliness or completeness of ourwebsite or its contents including this tutorial. If you discover any errors on our website orin this tutorial, please notify us at contact@tutorialspoint.com.i

Digital MarketingTable of ContentsAbout the Tutorial . iAudience . iPrerequisites . iCopyright & Disclaimer . iTable of Contents . ii1.DIGITAL MARKETING OVERVIEW . 1What Digital Marketing is Not? . 1Why Digital Marketing? . 12.DIGITAL MARKETING SEO . 3Search Engine Crawlers . 3Points to Note . 33.DIGITAL MARKETING SOCIAL MEDIA . 5SEO and Social Media . 5Start Social Media Marketing . 64.DIGITAL MARKETING CONTENT MARKETING . 7Goals of Content Marketing . 7Start Content Marketing . 85.DIGITAL MARKETING EMAIL MARKETING . 9Email Newsletters. 10Digests . 11Dedicated Emails . 12Lead Nurturing . 13Sponsorship Emails . 13Transactional Emails . 13ii

Digital Marketing6.DIGITAL MARKETING MOBILE MARKETING . 14New Mobile Marketing Channels . 14Ways to Drive Conversions . 157.DIGITAL MARKETING PAY PER CLICK . 17Search Engine Advertising . 17Advantage of PPC Marketing . 18Factors behind Successful PPC Advertising . 188.DIGITAL MARKETING CRO . 19What is CRO? . 19What CRO is Not . 20Why do Companies Use CRO?. 209.DIGITAL MARKETING WEB ANALYTICS. 21Web Analytics Tools . 22How to Review Web Metrics . 2210.DIGITAL MARKETING FACEBOOK MARKETING. 24Start Facebook Marketing . 2411.DIGITAL MARKETING PINTEREST MARKETING . 26Pinterest Pins . 26Pinterest Business Account . 27Must-follow Rules of Pinterest . 2712.DIGITAL MARKETING TWITTER MARKETING . 2913.DIGITAL MARKETING LINKEDIN MARKETING . 3214.DIGITAL MARKETING YOUTUBE MARKETING. 34iii

Digital Marketing15.DIGITAL MARKETING GOOGLE ADWORDS. 36Create a Google AdWords Account . 3716.DIGITAL MARKETING GOOGLE ANALYTICS . 38Create a Google Analytics Account . 38How to Use Google Analytics? . 39Make Optimum Use of Google Analytics . 40Translating Insights into Action . 42iv

Digital Marketing1. Digital Marketing OverviewIn simple terms, digital marketing is the promotion of products or brands via one ormore forms of electronic media. Digital marketing is often referred to as onlinemarketing, internet marketing or web marketing.Digital marketing has been around for quite some time but it hasn’t been very well defined.We tend to think that digital marketing encompasses banner advertising, search engineoptimization (SEO) and pay per click. Yet, this is too narrow a definition, because digitalmarketing also includes e-mail, RSS, voice broadcast, fax broadcast, blogging, podcasting,video streams, wireless text messaging, and instant messaging. Yes! digital marketing hasa very wide scope.What Digital Marketing is Not?To clearly define what digital marketing is, it’s sometimes easier to start with what it’s not.For instance, it does not include more traditional forms of marketing such as radio, TV,billboard and print as they do not offer instant feedback and report.Why Digital Marketing?In digital marketing, a reporting and analytics engine can be layered within a campaignwhich allows the organization or brand to monitor in real-time how a campaign isperforming, such as what is being viewed, how often, how long, as well as other actionssuch as response rates and purchases made.1

Digital Marketing The use of digital marketing in the digital era not only allows for brands to markettheir products and services but also offers online customer support through 24x7services to make the customer feel supported and valued. The use of social media in digital marketing interaction allows brands to receiveboth positive and negative feedback from their customers as well as determinewhat media platforms work well for them. Digital marketing provides increased advantage for brands and businesses. It isnow common for consumers to post feedback online through social media sources,blogs, and websites about their experience with a product or brand.Not surprisingly, billions of marketing dollars spent on traditional channels is alreadystarting to shift to digital marketing campaigns and this will continue to increase as theWeb matures.2

2. Digital Marketing SEO Digital MarketingSEO stands for Search Engine Optimization. It is the process of getting traffic from thefree, organic, editorial, or natural search results on the search engines. Simply put, it’sthe name given to the activity that attempts to improve search engine rankings. In manyrespects, it's simply quality control for websites.SEO may target different kinds of search, including image search, local search, videosearch, and news search engines. Employing a sound SEO strategy will help you positionyour website properly to be found at the most critical points in the buying process or whenpeople need your site.Search Engine CrawlersThe leading search engines, such as Google, Bing and Yahoo!, use crawlers to find thepages for their algorithmic search results. Pages that are linked from other search engineindexed pages do not need to be submitted because they are found automatically.Search engine crawlers may look at a number of different factors when crawling a site.Not every page is indexed by the search engines. Distance of pages from the root directoryof a site may also be a factor in whether or not pages get crawled.Points to NoteYou should be careful to keep the following points in mind in order to ensure your brandis well positioned on search engines: Search engines want to do their jobs as best as possible by referring users towebsites and content that is most relevant to what the user is looking for. This isdetermined by the site content, how fast your site loads, how often your site is3

Digital Marketinglinked to from other credible online resources, and user experience, includingdesign, navigation and bounce rate. The items that the search engines don’t want are: keyword stuffing, buying links,and poor user experience (too many ads and high bounce rates). Domain naming is important to your overall branding. As a best practice, usesub-directory root domains (example.com/events) versus sub-domains(events.example.com). Other best practices with domain names are to useconsistent domains and keywords in the URL. Optimize for different types of results. In addition to optimizing for desktopexperience, focus on mobile and tablet optimization along with other media. Content on the site should have title tags and meta descriptions. Although metatags aren’t as important as they used to be in the past; if you do use them, ensurethey are formatted correctly.4

Digital Marketing3. Digital Marketing Social MediaSocial media today is essentially word-of-mouth marketing. Getting people to connectwith you online in the social arena helps spread the word about what your company is andwhat are your products and services.SEO and Social MediaFor many teams, there are different sets of people who work on SEO and social mediaseparately; however, this scen

This tutorial explains how you can use popular social media platforms such as Facebook, Twitter, LinkedIn, and Google to promote your business and create greater awareness about the products and services you offer. Audience This tutorial is primarily going to help all those readers who are into marketing and advertising, specifically those who aspire to make a career in Digital Marketing .