Digital Marketing and Media Concepts Digital Marketing and Media Concepts © 2017 Aptech Limited All rights reserved No part of this book may be reproduced or copied in any form or by any means - graphic, electronic or mechanical, including photocopying recording taping or storing in information retrieval system or sent or transferred without the prior written permission of copyright owner Aptech Limited All trademarks acknowledged APTECH LIMITED Head Office: Aptech House A-65, MIDC, MaroI Andheri (East) Mumbai - 400 093, India www.aptech-worldwide.com Email: ov-support@onlinevarsity.com Edition - October 2017 ® ARENA Unleash your potenrlol MULT I MEDIA Preface This book, Digital Marketing and Media Concepts, introduces you to various aspects of Digital Marketing and Media Concepts It is a compilation of concepts such as search engines, keywords, content marketing, and blogging This also introduces social media marketing, search engine optimization, and Pay Per Click ads The ARENA Design team has designed this course keeping in mind that motivation coupled w ith relevant tra ining and methodology can bring out the best The team will be glad to receive your feedback, suggestions, and recommendations for improvement of the book Please feel free to send your feedback to the ARENA Design tea m at the Head Office, Mumbai ARENA Design Team f._ a C/') c ► 0c::: QI (.!) ~ , ::::> .~ Table of Contents Session 1: Introduction to Digital Media and Marketing Overview of Digital Media Evolution of Digital Media and Marketing Types of Digital Marketing Techniques Summary Exercise Session 2: SEO Basics How Search Engines Work? Importance of SEO Types of SEO Summary Exercise Session 3: SEO Strategy SEO Strategy URL Structures Meta Tags Rich Snippets Keyword Research Sitemap and Robots.txt Mobile Search SEO Tools Summary Exercise Session 4: Inbound and Content Marketing Inbound Marketing Importance of Content in Digital World Types of Content Blogging as Content Marketing Strategy User-Generated Content Content Strategy Summary Exercise Session 5: Search Engine Marketing Pay Per Click Ads and Search Engines Importance of Keywords in PPG Search and Display Ads Introduction to Google AdWords Yahoo Ads Creating Effective Search and Display Ads Remarketing Summary Exercise Session 6: Creating Ads for Digital Media Importance of Visualization in Digital Media Design and Sizes for Digital Ads Creating Video Ads Visualization for Digital Ads Advertising Copy Summary Exercise Session 7: Understanding Social Media Marketing Overview of Role of Social Media Different Social Media and iheir Importance Guidelines to create Effective Social Media Campaigns Summary Exercise Session 8: Social Media Marketing Campaigns Facebook Advertisement Business to Business {828) Advertisements Google+ Presence Twitter Presence Other Social Media Platforms Summary Exercise Session 9: Mobile Apps Overview of Mobile Apps Current Trends in Mobile Apps Benefits of Mobile Apps for Business Mobile Responsive Websites Google Play Mobile Games and Trends Summary Exercise Session 10: Mobile Marketing Introduction to Mobile Marketing Types of Mobile Campaigns Designing Effective Mobile Ads Generating Leads Summary Exercise Session 11: Email Marketing Email as a Marketing Tool Importance of Newsletters Effectiveness of an Email Campaign Content Strategy for Email Marketing Use of Images in Email Campaigns Email Marketing Tools Do's and Don'ts of Email Marketing Summary Exercise Session 12: Webmaster Tools Importance of a Website Webmaster Tools for Optimizing Websites Google Webmaster Search Console Summary Exercise Session 13: Web Analytics What is Web Analytics? Features of Web Analytics Web Analytics Tools User Interface of Various Tools Analytics Reporting Event Tracking Summary Exercise Session 14: Effective Digital Marketing Campaigns Process to Create an Effective Campaign Factors to be considered to Design a Campaign/Advertisement Choosing the Right Platforms Online Reputation Management (ORM) Key Definitions Calculating ROI of Campaigns Analyzing Campaigns Summary Exercise Session 15: Ecommerce and Digital Marketing What is £commerce? Importance of Digital Marketing for £commerce Setting Goals £commerce Tracking Summary Exercise BE AHEAD OF EVERYONE ELSE READ ARTICLES Se ss ion Introduction to Digital Media and Marketing Learning Outcomes In this session, you will learn to: ► Describe digital media and digital marketing ► Describe the evolution of digital marketing ► Describe the various types of digital marketing techniques Internet has provided a new environment to market product, brands or services This session describes how the new marketing phenomena, digital marketing evolved after the advent of Internet and describes some of the popular digital marketing techniq ues 1.1 Overview of Digital Media Digital media includes tools such as Internet, smart phones, and social media This new media seamlessly integrates audios, videos, texts, and graphics This allows people to interact with information in many different ways Today the information is dynamic and digital This prime feature allows a person to access information from anywhere in the world A person can be in consta nt update with the latest happenings anywhere in the world using the Internet 1.2 Evolution of Digital Media and Marketing Internet brought a big cha nge in the advertisement industry Through Digita l Media, videos, graphics, audio, and text ca n digitally transmitted over the Internet It was in the 1990s that the term digital marketing was coined Note Digital marketing refers to the promotion of products, brands, or services using electronic media Unlike traditiona l marketing, digital marketing analyzes marketing campaigns in rea l ti me The first banner ad appeared in 1993 Global Network Navigator (GNN) was the first commercial Website to sell a banner ad G NN was an online information portal By 1995, advertisers such as MasterCard paid GNN fee up to $11 ,000 per week for ad spots In 1994, the first commercial Web magazine, Hotwired, made special sections on the Website for banner ads AT&T was the first company to buy ads on Hotwired However, the banner ads were not organized and the ads could not be tracked In 1996, DoubleClick, an online ad -related-services providing agency, gave a new perspective to the functioning of banner ads These ads could be tracked along with the consumer behavior The ROI could also be tracked This generated revenues for the Websites as well as DoubleClick By the year end, DoubleClick developed Dynamic Advertising Reporting and Targeting (DART) technology This helped advertisers to track the clicks and optimize the ads This also allowed the advertiser to customize their ad campaigns based on the performance If the ad was not performing well, the advertiser could stop that ad and display another ad that gave good results Mid 90s saw the emergence of popup ads This opened in a new window when a user tried to access the Website However, this was seen very intrusive In addition, a lot of popup blockers appeared which made popups a bad strategy for online marketing The onlin e advertising industry was $1 billion by 1999 By this time, the number of Websites increased There was a need for search engines and saw the emergence of search engines like Alta Vista The Pay Per Click (PPC) model helped the search engines to generate revenues In the PPC model, the advertisement directs the traffic to Websites The advertisers pay the Website company wh en the ad is clicked In 1998, Google was found and quickly became a popular search engine In 2000, AdWords was introd uced w ith the CPM model Google made revenue of $85 million with its CPM model in 2001 Google introduced PPC model in 2002 It enhanced the model and included the click through rate feature This feature allows an ad to rank high if it gets good clicks even if its bid low Social networki ng sites such as MySpace followed by Facebook also started to emerge that showed interesting opportunities to market products and brands The cookie technology became a boon to the digital marketing industry where data such as common browsing habits could be tracked Based on the collected data, customized promotion could be sent to the selected audience Today, cookies are far more advanced and provide a variety of user centric data that can help digital marketers market the products or services in a better, interesting and innovative way Note Linkedln, Twitter, and Facebook are the most commonly used social networking sites by digital marketers With the ever advancing technology a digital marketing professional should monitor eme