Sr No.

Topic

1. What is Digital Marketing

2. Fundamentals of Digital Marketing
3. What is Social Media Optimization (SMO)
4. Search Engine Marketing (SEM)
5. SEM vs. SEO
6. Some important Abbreviations and acronyms
7. What is Google Ads
8. How Google Ads Work
9. Types of Google Ads
10. What are Facebook Ads
11. Types of Facebook Ads
12. The Energence of digital marketing in india
13. Present Scenario of digital marketing
14. Future of digital marketing
What is digital marketing?
Digital marketing is marketing your product, whether a good or service, through
digital means. It involves marketing through online mediums and can be
understood as the opposite of traditional marketing.

Digital marketing constitutes all the modern marketing techniques and is a growing
marketing trend, which is why it is important to learn about the fundamentals of
digital marketing. It has opened many avenues for different organizations, and
every brand has to imperatively employ digital marketing techniques for leading
their business successfully, Also a career in Digital Marketing is in huge demand.

Why is digital marketing important?

There were 624.0 million internet users and 448.0 million social media users in
India in January 2021. The number of social media users in India was equivalent to
32.3% of the total population. Now, if we consider this number, then we would
easily get the answer to the question of why digital marketing is important.

When 32.3% of the population is on social media, then it is only smart to use that
medium for your benefit. There are many reasons why digital marketing has been
booming.

1. Wider audience- With traditional methods of marketing, your efforts get

limited to a particular demographic but with digital marketing, your presence
can be felt globally, hence reaching a wider audience.
2. Compete with the big forces- If Reliance is on social media, so can be you.
Now the marketing opportunities are not limited to big businesses alone, but
anyone can use digital marketing methods for their benefit, hence placing a
small brand also in the major leagues.
3. Reach potential customers- Earlier it was difficult to reach out to potential
customers, but with the efforts of digital marketing it has become easy to
identify and reach the target audience. Targeting the potential audience will
yield better results.
4. Track the reach- Traditional marketing methods were hard to track. It is
difficult to track how many people saw a particular billboard and ultimately
made the purchase, but with digital marketing, it is possible with various
tools that help to track the social media presence, website activity, etc.
 5. Return on Investment- Based on the Litmus report, email marketing ROI
stands at 4,200% or 42x. For every dollar brands invest in email marketing,
they receive $42 in return. This is the kind of return we are talking about. It
is huge and hence it would be a great decision to invest in digital marketing
opportunities and see your business grow.
Fundamentals of Digital Marketing
1. SEO

The first and the most inexpensive part of the fundamentals of digital marketing is
SEO which stands for Search Engine Optimization. It is one of the best and
simplest ways to increase a brand’s visibility.
SEO can be explained as the process of optimizing the content through the
strategic use of keywords and complying with the algorithm of search engines so
that during a search on Google, Bing, Yahoo, or any other search engine, they
index the content and show it to the right people.

The more visibility one can get through a search, the more are the chances of
attracting traffic and potential consumers. This explains why understanding SEO is
important. The Internet has become the top medium for people to get information,
so if businesses want to get noticed and get ranked on a search, they have to invest
in SEO activities.

SEO is the organic way of gaining traffic. It is through the bots that Google or any
other search engine uses that indexes the content. The bots crawl the web, and
using various algorithms, they analyze the content index and then decide in which
order the content would appear in the search results.

While SEO can be done free of cost, you can also invest in SEM practices. Search
engine marketing is a paid advertising practice to increase visibility on SERP. Get
to know more about it with the free Search EngineMarketing course.

Social Media Marketing

Using social media platforms to market a product or a service is social media
marketing. It is the easiest and most effective way to connect with the target
audience. We all have witnessed the power that social media holds. The impact of
social media on our opinions is immense. There are millions of people on social
media swaying others with their opinions, and if brands use this fact for their
benefit, then that becomes social media marketing.
Also, in comparison to the before-mentioned fundamentals, social media marketing
can be adopted by any brand size, small or big. If you are running a business in
2021, then make sure that your presence is felt on social media.

Every brand should aim to stay relevant on social media and be equipped with the
knowledge of current trends. Social media marketing also allows the brands the
opportunity to track the reach of their content, and with the various tools that are
offered by the social media platforms themselves, it has become very easy for the
brands to identify patterns and find what works best for them and where they can
improve.

What Is Social Media Optimization (SMO)?

Social media optimization (SMO) is the use of social media networks to manage
and grow an organization’s message and online presence. As a digital marketing
strategy, social media optimization can be used to increase awareness of new
products and services, connect with customers, and mitigate potential damaging
news.

Understanding Social Media Optimization (SMO)

For many years, search engine optimization (SEO) was the standard for digital
marketing efforts. While social media optimization and search engine
optimization have similar goals—to generate web traffic and increase awareness
for a company's website—search engine optimization is the process of increasing
the quality and quantity of website traffic by increasing the visibility of a website
or a webpage to users of a web search engine, especially Google.

More recently, social media marketing has come to the fore, at times converging
with SEO and in some instances replacing it as the most effective way to
strengthen a brand, conduct lead generation, increase a company's visibility in the
online space, and connect to an audience. Various social media platforms can be
used for digital marketing, including Facebook, Twitter, Instagram, Snapchat,
YouTube, Pinterest, and TikTok.

Social media optimization often directs the public from these social media
platforms to the company's website, where more information can be provided. For
example, a campaign to raise awareness about a new automobile on social media
may direct the visitor to a company webpage that provides information about
where local dealerships are located and how to schedule a test drive.

Search Engine Marketing (SEM):

Search engine marketing, or SEM, is one of the most effective ways to growyour
business in an increasingly competitive marketplace. With millions of businesses
out there all vying for the same eyeballs, it’s never been more important to
advertise online, and search engine marketing is the most effective way to promote
your products and grow your business.

In this guide, you’ll learn an overview of search engine marketing basics as well as
some tips and strategies for doing search engine marketing right.

SEM vs. SEO

SEM is a digital marketing strategy used to increase your site's visibility in search
results. This can include both paid and organic (SEO) efforts.

While SEM broadly covers more than just paid marketing, it’s often also referred
to as pay-per-click (PPC) marketing. This is a business model where marketers pay
each time someone clicks their ad.

SEO, on the other hand, refers to organic results—i.e., “free” traffic as a result of
providing relevant, useful content that ranks well on Google.

An effective SEO strategy can help you earn long-term traffic, while search engine
ads can help improve your visibility and earn clicks from people ready to buy your
product.

While SEM is a nuanced term, we’ll focus on using it to reference a paid search
strategy from here on out.
Some important abbreviations and acronyms used in Digital
Marketing Industry
1. Google My Business (GMB)
GMB is a free tool that keeps your business‘s online presence organized across
Google, including in the Search and Maps sections.

2. Cost Per Click (CPC)

Cost Per Click (CPC) is the amount that you pay when somebody clicks on your
ad. The cost can vary based on your industry, location and quality score.

3. Cost Per Action/Acquisition (CPA)

This paid advertising acronym can either be Cost Per Action or Cost Per
Acquisition (CPA). For this model, you pay for a specific action or acquisition,
such as a sale, click or when a form is submitted.

4. Cost Per Thousand Impressions (CPM)

For CPM, you will only pay when your ad is seen in increments of one thousand.
Typically, this payment model is used for paid advertising campaigns that revolve
around social media and brand awareness strategies.

5. Cost Per Lead (CPL)

CPL is a different type of payment model in which you pay based on the number
of leads that are generated.

6. Click-Through Rate (CTR)

With paid advertising, CTR measures the number of clicks you receive on your
ads based on the number of impressions. To put it in layman‘s terms, it‘s the rate
your ads are clicked.
7. Pay Per Click (PPC)
Pay Per Click (PPC) is when someone clicks on your ad when you‘re running a
paid search campaign. In general, this is a common way to describe paid
advertising.

8. Return on Investment (ROI)

ROI isn‘t a digital marketing specific acronym, but we do use it a lot when talking
about analyzing the results of campaigns and strategies. To sum it up, ROI means
how much money are you getting back from your digital marketing campaigns.

9. Business to Business (B2B)/Business to Consumer (B2C)

Although these acronyms are straightforward, they‘re popular! B2B means that a
business is selling to other businesses, while B2C means that businesses are selling
to consumers. For example, RevLocal is B2B while Target is B2C.

10. Search Engine Optimization (SEO)

You may have heard of this acronym before, so you may already know what it
means. SEO is the process of optimizing your website with the goal of receiving
organic or local traffic

11. Search Engine Marketing (SEM)

Although it may seem similar to SEO, SEM is a type of online marketing that uses
paid advertising along with website optimization to increase your website ranking
on the search results page.

12. Call to Action (CTA)

Simply put, a CTA is something that you want your current or potential customers
to do. You encourage them to complete an action by using an enticing statement.
You could tell them to schedule an appointment, make a purchase, sign up for their
blog and so on. CTAs are used on websites, emails, social media posts, etc.

13. Customer/User Experience (CX/UX)

 This acronym combination is a little complicated. Customer Experience (CX)
incorporates all interactions someone has with your brand, while User Experience
(UX) includes interaction with a product. While they may seem similar, you
shouldn‘t use the acronyms interchangeably. Think of it like this UX is a part of
CX.

14. Name, Address, Phone Number (NAP)

When someone says NAP, they don‘t mean you need to go take one, at least in
marketing. The acronym NAP is used to quickly refer to your business Name,
Address and Phone number. You‘ll commonly hear people say, ―Your NAP
needs to be consistent across all listings.‖ It can be a mouthful to spell out or say
Name, Address and Phone number every time, so that‘s why they use NAP instead.
Sometimes it is also referred to as NAPU (the U stands for URL).

15. Search Engine Results Page (SERP)

When you complete a search in a search engine, such as Google, the page that
appears after you do the search is called the Search Engine Results Page (SERP).
Similar to the last acronym, it can be a mouthful, so many people refer to it as
SERP.

What is Google Ads?

Google Ads is a paid online advertising platform offered by Google.

Originally called Google Adwords, the search engine company rebranded the
service as Google Ads in 2018.

The way it works remains essentially the same: When users search a keyword, they
get the results of their query on a search engine results page (SERP). Those results
can include a paid advertisement that targeted that keyword.

How Google Ads work

Google Ads operates under a pay-per-click (PPC) model. That means marketers
target a specific keyword on Google and make bids on the keyword — competing
with others also targeting the keyword.

The bids you make are “maximum bids” — or the maximum you’re willing to pay
for an ad.

For example, if your maximum bid is $4 and Google determines that your cost per
click is $2, then you get that ad placement! If they determine that it’s more than $4,
you do not get the ad placement.

Alternatively, you can set a maximum daily budget for your ad. You’ll never spend
more than a specific amount for that ad per day, helping you get a better sense of
how much you should budget for your digital ad campaign.

Types of Google Ads

Google offers a variety of different campaign types that you can use:

 Search campaign
 Display campaign
 Shopping campaign
 Video campaign
 App campaign
Let’s take a look at each campaign type now to see how they work—and which
you should choose.

Search campaign
Search campaign ads appear as a text ad in the results page for the keyword.

For example, here are the search campaign ads for the keyword “laptops”:
These are the ads you’re probably most familiar with. They appear on the search
result page with the black “Ad” symbol next to the URL.

As you can see, though, text based ads aren’t the only type of ads in the Search
Network. You can also have your ads appear in Google Shopping. That brings us
to…

Display campaign
The Display Network leverages Google’s vast website partners to showcase your
ad on different websites all over the Internet.

And there are a variety of different ways they appear. First, your ad can appear on
on third-party websites like so:
You can also have a video ad appear as a pre-roll before YouTube videos:

Google also allows you to advertise your ad on its email platform Gmail:
Finally, you can have your ad appear in third-party apps on Google’s app network:

Shopping campaign
A shopping campaign allows you to promote your products in a much more visual
way.

These ads can appear as images on the search results page:

And they can appear in Google Shopping:

If you have a physical product, Google Shopping ads can get qualified leads by
showcasing your product directly to customers.

Video campaign
These are ads that appear in the front of YouTube videos in the form of pre-rolls.

“Wait didn’t we just cover this with the Display Network?”

We did! But Google offers the option of choosing video ads specifically, rather
than more broadly advertise on the Display Network.

This is perfect if you have a great video ad idea you want to test out.

The video campaign ads come in a variety of different forms. There are skippable
video ads like the one above. There are unskippable ads like this one:

App campaign
Like video ads, app ads are also included in the Display Network but can be used
for targeted campaigns.

For this, you don’t design each individual app ad. Instead, they’ll take your text
and assets such as photos and they’ll furnish the ad for you.

The algorithm tests different asset combinations and uses the one that performs the
best more often.
What are Facebook ads?
Facebook ads are paid posts that businesses use to promote their products or
services to Facebook users.

Facebook ads are usually targeted to users based on their:

 Demographics
 Location
 Interests
 Other profile information
Businesses set an ad budget and bid for each click or thousand impressions the ad
receives.

Like Instagram, Facebook ads appear throughout the app, including in users’
feeds, Stories, Messenger, Marketplace, and more. They look similar to normal
posts but always include a “sponsored” label to show they’re an ad. Facebook ads
include more features than regular posts, like CTA buttons, links, and product
catalogs.

To get your brand in front of more users, ads should be a component of

any Facebook marketing strategy.

How much does it cost to advertise on Facebook?

There’s no hard and fast rule when it comes to Facebook ad budgets. The cost of
Facebook ads depends on several variable factors, including:

 It usually costs more to put your ads in front of a narrower

Audience targeting.
audience as opposed to a broader one.
 Ad placement. Costs can change between ads shown on Facebook and Instagram.
 Campaign duration. The number of days and hours a campaign lasts impacts the
final cost.
 Some industries are more competitive than others
Competitiveness of your industry.
for ad space. Ad costs usually increase the higher the product price is or how
valuable the lead you’re trying to capture is.
 Ad costs can fluctuate during different seasons, holidays, or other
Time of year.
industry-specific events.
 Time of day. On average, CPC is lowest between midnight and 6 am in any
timezone.
 Location. Average ad costs per country vary widely.

Setting campaign costs according to objectives

Setting the right campaign objective is the most important thing you can do to
control Facebook ad costs. Getting this right also increases your chance of success.

Cost-per-click benchmarks vary according to each campaign objective. There are

five core campaign objectives to choose from:

 Conversions
 Impressions
 Reach
 Link clicks
 Lead generation
Average cost-per-click varies between different Facebook ad campaign objectives.
For example, on average, an impressions campaign objective costs $1.85 per click,
while a campaign with a conversions objective costs $0.87 per click.

Choosing the right objective for your campaign is key to reaching goals while
lowering costs.

Types of Facebook ads

Marketers can choose between different Facebook ad types and formats to suit
their campaign goals, including:
 Image
 Video
 Carousel
 Instant Experience
 Collection
 Lead
 Slideshow
 Stories
 Messenger
The wide range of Facebook ad formats means you can choose the best ad type that
matches your business goal. Each ad has a different set of CTAs to guide users to
the next steps.

Here are each of Facebook’s ad formats explained in more detail:

Image ads
Image ads are Facebook’s most basic ad format. They let businesses use single
images to promote their products, services, or brand. Image ads can be used across
different ad types, placements, and aspect ratios.

Image ads are a good fit for campaigns with strong visual content that can be
shown in just one image. These images could be made from illustrations, design, or
photography.

You can create one with just a few clicks by boosting an existing post with an
image from your Facebook Page.

Image ads are simple to make and can successfully display your offering if you use
high-quality imagery. They’re suitable for any stage of the sales funnel — whether
you want to boost brand awareness or promote a new product launch to increase
sales.
Image ads can be limiting — you only have a single image to get your message
across. If you need to display multiple products or show how your product works,
the single image ad format isn’t the best choice.

Video ads
Just like image ads, video ads on Facebook let businesses use a single video to
showcase their products, services, or brand.

They’re especially helpful for product demos, tutorials, and showcasing moving
elements.

Video can be up to 240 minutes long, but that doesn’t mean you should use that
time! Shorter videos are usually more engaging. Facebook recommends sticking to
videos under 15 seconds.

Video ads can add some movement to any user’s feed, like this short and sweet
video ad from Taco Bell:

The downside of video ads is that they’re time-consuming to make and can become
expensive. A carousel or image ad may be a better fit for simple messages or
products not requiring demos.

Carousel ads
Carousel ads showcase up to ten images or videos that users can click through.
Each has its own headline, description, or link.

Carousels are a great choice for displaying a series of different products. Each
image in the carousel can even have its own landing page that’s specifically built
for that product or service.

This Facebook ad format is also helpful for guiding users through a process or
showcasing a series of related products by separating each part across different
sections of your carousel.
Instant Experience ads
Instant Experience ads, previously known as Canvas Ads, are mobile-only
interactive ads that let users engage with your promoted content on Facebook.

Using Instant Experience ads, users can tap through a carousel display of images,
shift the screen in different directions, as well as zoom in or out of content.

Facebook suggests using five to seven images and videos in each Instant
Experience ad for the best chances of engagement. Premade templates also help
you save time and repeat your key theme throughout the ad.

Collection ads
Collection ads are kind of like immersive carousels — taking the user experience a
step up. Collection ads are mobile window-shopping experiences where users can
flick through your product lineup. More customizable than Carousels, they’re also
full screen. Users can purchase products directly from the Collection ad.

Businesses can also choose to let Facebook algorithms select which products from
your catalog are included for each user.

Collection ads are a great choice for large businesses that sell a variety of products
and services. Smaller businesses with a more limited product line may be better
suited to other ad types like Carousels.

Lead ads
Lead ads are only available for mobile devices. That’s because they’re specifically
designed to make it easy for people to give you their contact information without a
lot of typing.

They’re great for collecting newsletter subscriptions, signing someone up for a trial
of your product, or allowing people to ask for more information from you. Several
automakers have successfully used them to encourage test drives.
Slideshow ads
Slideshow ads are composed of 3-10 images or a single video that plays in a
slideshow. These ads are a great alternative to video ads because they use up to
five times less data than videos. That makes slideshow ads a top choice for markets
where people have slower internet connections.

Slideshow ads are also a great way to get started for people without video-making
experience.

Stories ads
Mobile phones are meant to be held vertically. Stories ads are a mobile-only full-
screen vertical video format that allows you to maximize screen real estate without
expecting viewers to turn their screens.

Right now, 62% of people in the US say they plan to use Stories even more in the
future than they do today.

Stories can be made up of Images, videos, and even carousels.

Here’s an example of a video made into a Story ad:

Stories provide more creative freedom than regular image or video ads. Businesses
can play around with emojis, stickers, filters, video effects, and even augmented
reality.

The drawback of Facebook Stories is that they’re not placed in Facebook feeds, so
users may not see them as much as other Facebook ad formats.

Facebook Stories also require different formatting than video or image ads, so you
may need to create original content just for Stories.
Messenger ads
Messenger ads show up in Facebook’s messenger tab. Since it’s where people
spend time chatting with friends and family, Messenger ads feel more personal
than scrolling through Image or video ads.

People see your Messenger ads among their conversations and can tap to start a
conversation with your brand. These ads are a great way of getting people to
interact with your brand. For smaller businesses promoting local products or
services, Messenger ads can help start the conversation.

The emergence of Digital Marketing in India

If we look back to history, we see, digital marketing growth in India doesn’t take
place overnight. It was the surge of the internet in India, quite an event itself which
made the entry of digital marketing in the country. The year was 1996 when very
few people came across the word “digital marketing”.

Gradually in 2000, people in India became more acquainted with SEO and digital
marketing. But digital marketing is nothing but online marketing or e-marketing
which needs a strong internet foundation everywhere.

At that time internet was not a matter available at the fingertip, even one couldn’t
think of full-fledged digital marketing growth in India whether it would be possible
or not. So, despite being interested, people waited for the moment when the real
growth would take its proper shape.

Present Scenario of Digital Marketing

The movement of digitalization is perhaps the most fast-moving event in the
history of any innovation. It has reached 50 percent of the population of the
developing country within almost two decades which sounds fascinating.

Today India believes that digital marketing is the lifeline of business and its
multiple channels like SEO, content marketing, PPC, social media marketing, etc
play a very important role to enhance communication, sales, exposure, and reach.
 But like any other expert, a proficient digital marketer also needs to know every
know-how of digital marketing, occurring with the change of time and upgrade his
skills and learn more.

So, with growing need, digital marketing agencies have introduced a few new
trends of digital marketing that have made an appearance to shape the digital
marketing growth in India in a more happening way. Some of the amazing
futuristic digital marketing
trends are-

· Artificial Intelligence (AI)

· Augmented Reality (AR)
· Voice Search Optimization
· Programmatic Advertising
· Chatbots
· Personalization
· Automated & Personalized E-Mail Marketing
· Marketing Automation
· Micro-Influencers
· User Generated Content
· Geofencing
· Omnichannel Marketing
· Video Marketing
· Instagram Reels

Future Of Digital Marketing

If we discuss the future of digital marketing in India, it is seen that the growth of
digital marketing in India is very much prospective in the future too. Data says
India ranks second in the world on the internet using list, just after China. By 2023,
it is predicted that in India, there will be more than 650 million & by 2025, 900
million internet users which is a massive number and can build easily a strong
digital ecosystem in the country.

Over the last few years, small towns and the rural belts of the nation have shown a
noteworthy digital drive, according to a report which is 31 % of the population,
adopting the internet actively in life. In fact, by 2025, rural India will precede
urban India in terms of internet usage.
 As per data, 67% of the urban population is using internet listing, Maharashtra at
the top, Goa at second, Kerala at third, and Bihar at the last, followed by
Chhattisgarh and Jharkhand. Moreover, we can see a direct impact of the Covid 19
pandemic on online marketing platforms.

It has accelerated the digitalization of the nation by generating 100 million

consumers towards a digital platform. Digitalization can be considered as the new
concept of progress and it is the pillar of the economy, triggering promotion, reach,
sales and payments everything under one niche.

Digital marketing in India is going to be happening at a faster rate and the new
trends are just about to show their magical performance in the online marketing
sector. Study says, video, voice, and vernacular, the 3 v’s can be proved as a game-
changer for digital marketing in the coming years.

Even the government of India has started the campaign “Digital India” with a
mission to transform the entire country into a digitalized one. Digital marketing is
also a very cost-effective and affordable means if we compare it with other
marketing platforms. For example, quality content on social media can entertain &
engage a good number of people but in a pocket-friendly way.