Digital Marketing Tutorial

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About 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

Table 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

6.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

15.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 MARKETING OVERVIEWIn simple terms, digital marketing is the promotion of products or brands via one or moreforms of electronic media. Digital marketing is often referred to as online marketing,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 has avery 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.5

Why Digital Marketing?In digital marketing, a reporting and analytics engine can be layered within a campaign whichallows the organization or brand to monitor in real-time how a campaign is performing, suchas what is being viewed, how often, how long, as well as other actions such as response ratesand purchases made. The use of digital marketing in the digital era not only allows for brands to market theirproducts and services but also offers online customer support through 24x7 servicesto make the customer feel supported and valued. The use of social media in digital marketing interaction allows brands to receive bothpositive and negative feedback from their customers as well as determine what mediaplatforms work well for them. Digital marketing provides increased advantage for brands and businesses. It is nowcommon 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 already startingto shift to digital marketing campaigns and this will continue to increase as the Web matures.6

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5 In simple terms, digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing is often referred to as online marketing, internet marketing or web marketing. Digital marketing has been around for quite some time but it hasn't been very well defined.

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