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Digital Marketing Workshop 2014VIT University, Vellore

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About Me:

+91 9566738366admin@mensagam.comFb.com/MenSagam@mensagam

Event Purpose

Internet industry Digital Marketing Web Analytics Networking Discussion

How many of you want to achieve something?

Why Do you want to Achieve

Because of Happiness

Digital Marketing

What is Internet?

InternetIt is the network of networks.Its a global system of interconnected computer networks that uses Internet Protocol(TCP/IP) to connect with billions of usersIn simple words its a information resource

Things happen in 60 seconds

Marketing

MarketingIn laymans term it is the promotion of a product for salesThe commercial functions involved in transferring goods from producer to consumer.

DIGITAL MARKETING

Digital Marketing

In other words Internet marketingMake use of electronic devices like computer/ smart phone/ tablet to sell/buy productsThe term was first used in 1990.In last few years it became effective way to relate with customers.

Types of Digital MarketingPull Marketing Customers actively seek marketing content via web searches, websites, email etcPush Marketing The content is made to display for customers by means of ads, display banners etc

Push Vs Pull Marketing

Comparison between Push Vs Pull marketing

4Ps of Digital MarketingProductPricePlacementPromotion

Solutions of Digital Marketing

Solutions of Digital MarketingSEO Search Engine Optimization

SEM Search Engine Marketing

SMO Social Media Optimization

Back end of Digital MarketingWeb Analytics The relationship between the user and the website

Web Masters The relationship between the website and the search engine

SEOSearch Engine Optimization

Search EnginesWhat is a Search Engine?

Search EngineIts a software system that is used to search for information in internet.The words or phrases used to retrieve information is the search queries.The Search engine displays results in line of information is Search Engine Results Pages

Major Search EnginesGoogleBingYahooBaiduYandexTopsyAnswersAbout

Search EnginesYandexBaidu

How a Search Engine worksHow a Search Engine Works?

Working of Search Engine

Robots crawls the websiteIndex the information in search engine databaseDisplay the information when searched

Types of SearchHow many types of search?

Types of SearchOrganic/natural searchPaid searchSite search

SEOWhy SEO?

SEOIts the method to improve the visiblity of the website in search engines while searched.

On Page

Off Page

Strategies to Drive Natural TrafficKeyword IdentificationDo research & base strategy on what customers actually look for

On-Page OptimizationAdd targeted keywords & phrases everywhere, especially:

Titles & Meta DescriptionHeadersBody ContentAlt TextURLs & FilenamesOff-Page Link Building

Internal links from within Site to your pageExternal quality links from external sites to your page

On page1. Keyword Usage

2. Fresh Content

3. Fast loading pages

On PageTitle TagURL/file nameImage OptimizationH1 TagMeta keywordsMeta description

Off PageLots of quality inbound links from on-topic blocks of text

Off PageDirectory SubmissionArticle submissionBack linksLink building

Pillars of SEOContentArchitecturePopularity

Pillars of SEO

Architecture the bones

All text in source code may be read(e.g. filenames, tags, alt text)

Crawl able text(e.g. key messages should not buried in Flash, AJAX, JavaScript, modal windows)

Navigation

URLs & directories

Sitemaps

Server speed

Content the meat

Keywords & phrases to be indexedThese are matched up to search queries

Should be unique to a pagePopularity referring links

Search Engines judge how important a page is & how relevant to a search query by the quantity & type of inbound links

Internal: links from top pages to deeper ones as well as across categories

External: links third-party sites or sub domains

Content

TitlesHeadersBody ContentImagesVideosEmphasized text

How Humans see

How search engine robots see

But Understand this

Keyword Utility

Architecture

Architecture

Main Things in Architecture

Directory Structure suggested by Google

Directory structure google standardGoogle suggests a 3 Click Rule:All pages should be within 3 clicks of the home page

To rank better, files like images & PDFs should have URLs that match the pages were these are displayed, not on special subdomains

Popularity

Popularity

Internal Link BuildingInternally, the most authoritative links are usually:Home Pages

Main Category Landing PagesPopular blogs

Interlink pages to flow link equity from category pages down to child pages and back up

No need to unnecessarily repeat Links on Same Page

Highest SEO value of links are: Within blocks of text, not relying on navigation (masthead, ANAV, footers)At top of pages main content

Contextually placed links are better thanlists of links that have lower SEO value

External Link BuildingAn external link is a link that points at an external domain.In layman's terms, if another website links to you, this is considered an external link to your site. Similarly, if you link out to another website, this is also considered an external link.

Link Building Stragies

SEMWhat is Search Engine Marketing

SEMSearch Engine Marketing is to make use of search engines to promote your product/ site in the form of advertisements when searched.

SEMTypes Of SEMGoogle Ad wordsBing AdsYahoo AdsFace book Ads

How SEMHow SEM is done?

SEM Process Account CampaignAd groupsAd copiesKeywords

SEM process

SMOFor what SMO is used?

SMOSocial Media Optimization

Make use of social media to promote the product by sharing website

Types of social mediaCan some one share the social media types used so far?

Types of Social MediaFacebookTwitterGoogle plusLinked inTumblrStumble upon

How Social media worksFacebook leading social media where the posts are being shared with number of likes are leading to no of conversionsTwitter The message is conveyed within 140 characters with #hash tag denoting the keyword for the businessLinked in Professional network connecting people.

Web AnalyticsWhy Web Analytics required?

Web AnalyticsIts a business intelligence tool to keep track of user interaction with the web site.

8 Basic metricsVisitsVisitorsUnique VisitorsNew VisitorsBounce RateExit rateTime on SiteConversion Rate

Types of Metrics

Paradigms of Web Analytics

The What ClickstreamThe How Much Multiple Outcome AnalysisThe Why Experimentation & TestingWhat Else - Voice of CustomerInsights- Final Outcome

Information TrackingWhat kind of information can be tracked?

Information TrackingAnalytics working

Analytics Tracking

Apart from the basic metrics with Analytics the following tracked.

VideoFlash contentMobile devicesdemographics

Types of Web AnalyticsGoogle AnalyticsAdobe Omniture Site CatalystUnica

WebmastersWhy Webmasters?

WebmastersHow your website is crawled by search engine robotsAny missing linksDetails about the backlinks that takes to the site.

Future TrendsWhat are the future expectations?

Future TrendsUse of smart phones/ tabletsWearable computingCloud computing

Growth of industryGrowth of industry in past few years

Thanks for participating Ask Question any Time

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