DIGITAL AND SOCIAL

MEDIA MARKETING
KMBN 207
 UNIT 1
TOPICS:
 Introduction to Digital Marketing & Website and Blog Development:
Introduction to Digital Marketing and its Significance;
 Traditional Marketing Vs Digital Marketing; Digital Marketing Process;
The contemporary digital revolution, digital transformation framework.
Types of websites,
 Keywords, Understanding Domain and Webhosting, Building
Website/Blog using CMS WordPress, Using WordPress Plug-ins; Blog
Creation: Including Headlines, Links, Posts ; Using various plug-ins like
Elimentor
THE NEW DIGITAL WORLD –TRENDS THAT ARE DRIVING SHIFTS FROM TRADITIONAL
MARKETING PRACTICES TO DIGITAL MARKETING PRACTICES

 Opened up new opportunities for marketing.

 The term internet was first used in 1974 by us computer scientist
vintcerf (father of internet)
 The internet can now be accessed almost anywhere by numerous means
especially through mobile internet devices.
 Increasing competition between organisation is leading to the
implementation of relationship of strategies and multichannel
relationship programmes.
 As organisation realise the rising importance of communication with
their consumer ,the internet provides an excellent low cost solution for
better connectivity.
 PARADIGM SHIFT FROM TRADITIONAL
MARKETING TO DIGITAL MARKETING
TRADITIONAL MARKETING DIGITAL MARKETING

  HAVE THE ABILITY TO MARKET TO

EFFORT CANNOT BE QUANTIFIED
SELECTIVE AUDIENCE. EXAMPLE THE AD
 REACH IS LIMITED SHOULD BE SEEN BY ONLY PEOPLE WITH
 ONE TO ONE INTERACTION IS NOT EASILY AGE UPTO 35
POSSIBLE  THEIR EFFORTS CAN BE QUANTIFIED
 EFFECT IS NOT IMMEDIATE AND SLOW  REACH IS UNLIMITED
  ONE TO ONE INTERACTION IS EASILY
ROI CANNOT BE MEASURED
POSSIBLE
 EXPOSED MAXIMUM TO MASS AUDIENCE.
 THE EFFECT IS FASTER
 DONOT HAVE A LIBERTY TO CHOSE  THE AUDIENCE HAVE THE LIBERTY TO
SELECTIVE AUDIENCE
REPLY AND ENGAGE WITH COMPANY
 DIGITAL MARKETING

 Itis the marketing of the products or services using digital

technologies mainly on the internet , but also include mobile
phones, display advertising and any other digital medium.

 As digital platform are increasing ,digital marketing is co

rporated into marketing plans and everyday life, and as
people use digital devices instead of using physical shapes,
digital marketing campaigns are becoming more prevalent and
efficient.
 DIGITAL MARKETING ---YES OR NO
 IS MY AUDIENCE ONLINE /IS IT GOING TO BE ONLINE

If my customers use digital technology to research and purchase

the products and services ,then we absolutely need to embrace
digital marketing .

 Are my product suited to digital marketing .

while some products are more suited to online purchase and
fulfillment than others we also find that they are marketed more
effectively through digital channels .
 TYPES OF DIGITAL MARKETING

 Search Engine Optimization

 Pay-per-Click
 Social Media Marketing
 Content Marketing
 Email Marketing
 Mobile Marketing
 Marketing Analytics
 Affiliate Marketing .
 CHANGING MARKET LANDSCAPE

 Evolution of internet
 E-commerce
 Web 2.0
 Internet strategy integration
 Big data
TOPIC 2 :MODERN DIGITAL CONSUMER
AND NEW CONSUMER’S DIGITAL JOURNEY
 Digitalconsumers are not different than normal consumers.
These consumers are doing exactly what people have been
doing for thousands of years ,communicating with each other.

 Factis that technology is enabling them to communicate with

each other faster ,over distance.
DIFFERENCE BETWEEN DIGITAL CONSUMERS
AND TRADITIONAL CONSUMERS

 Internet consumers differ from traditional consumers in

their buying habits and preferences .In the era of
proliferating internet savvy consumer population ,the web
offers a multitude of experiences to consumers ,who
initiate and control the contact.
KEY TRAITS OF CONSUMER

 Digital consumers are increasingly comfortable with the medium .

 They want it all and they want it now

 They are in control.

 They are vocal.

HOW TO MANAGE ONLINE CONSUMERS

 BY ANALYTICAL TOOL KIT

 BY ADAPTIVE MIND SET

 BY SCALABILITY
NEW CONSUMER’S DIGITAL JOURNEY

A journey identifies all customer interactions with your business

from the customer’s point of view. Digital customer journey
combine all the contacts a customer has with a brand : basic
online consumer data ,information about transactions ,browsing
history on all devices and online customer service interactions.

A digital customer journey map is a complete framework that

enables you to see how clients and prospects connect with your
brand and product .It shows all the different stages that
customer go through as they interact with your online
channels ,from awareness to consideration ,to purchase.
TOPIC 3 : MARKETING STRATEGIES FOR
THE DIGITAL WORLD ---LATEST PRACTICES
 SEARCH ENGINE OPTIMIZATION (SEO)

 The goal is to optimize content in a way that makes it

appear among the first results on a search engine
result page (SERP)

 There are several methods we can use to rank high on

SERP
 JET AIRWAYS
 Jet has beautifully synchronized their presence across various
social media platforms like Facebook, Twitter, YouTube, Flickr,
Foursquare and LinkedIn. They have also started using QR
Codes. Interestingly they are first to use all these platforms
among the Indian Airlines.
 Their primary objective of being on different type of social
media channels is to inform and update their guests on all the
recent developments on a real-time basis and build a strong
relationship with them. The feedback and comments they get
from guests on these social channels are used internally to
create new products, improve their processes and enhance the
service levels.
SEARCH ENGINE MARKETING (SEM)

• Search engine marketing makes it possible to advertise a

product in search engines and make it appear among paid
search results.

• Most frequently used paid search services are google

adwords and bing advertisement .

• Search engine marketing is a pretty effective method ,as it

only show adv to the audience you want to target.Example
reliance india ,l & t,india
 SOCIAL MEDIA MARKETING (SMM)

 There are many social media platform such as

facebook ,twitter ,linked in ,instagram and many others .

 Sharing quality content on social media sites is an excellent

way to engage viewers and position a brand as an authority in
a specific niche.
EMAIL MARKETING & ONLINE ADVERTISING

 Itis an excellent way to increase brand loyalty and

upsell to existing customers .

 Displaying banners or advertisements on other

website belonging to the same niche is the most
common form of online advertising .
 For example google adsense.
 AFFILIATE MARKETING

 Affiliate marketing makes it possible to reduce marketing

workload by outsourcing it to external service providers .

 With affiliate marketing you only pay for conversions ,after

your affiliate closed a deal and the customer purchased the
product. For example amazon associates . join ---advertise
---earn.
 LANDING PAGE MARKETING

 A landing page is any web page on which visitors first land

when they arrive at a websites .In this sense ,homepages
frequently function landing pages as well .
 However many brands create specific landing pages for
their marketing campaign too.
CONCLUSION

 Your digital marketing strategy is the series of

actions that help you achieve your company
goals through carefully selected online
marketing channels. These channels include
paid, earned, and owned media, and can all
support a common campaign around a particular
line of business.
HOW TO CREATE DIGITAL MARKETING
STRATEGY
 Build your buyer personas.
 Identify your goals and the digital marketing tools you'll
need.
 Evaluate your existing digital channels and assets.
 Audit and plan your owned media campaigns.
 Audit and plan your earned media campaigns.
 Audit and plan your paid media campaigns.
 Bring it all together.
EXAMPLE OF DIGITAL MARKETING STRATEGY 1

Red Bull
 Digital strategy: Owned media, Lifestyle news

 Red Bull has become more well known for its sponsorship of extreme sports than the
energy drink it sells. It's a natural fit for the types of people the drink appeals to. But
instead of creating digital content on the energy drink industry, Red Bull captures its
audience with articles and videos all about the latest happenings in the extreme sports
community.
 In this digital marketing campaign, Red Bull teaches us that what you sell isn't always
the ideal content strategy. Rather, it's the lifestyle that your customers live.
 EXAMPLE 2
Mastercard

 Digital strategy: Owned media, Travel blog

 Mastercard bases its brand on the stories and adventures that

cardholders go on. But what good is a travel-based brand without
a travel-based digital marketing campaign to go with it?
 Priceless Cities, Mastercard's travel blog, gives readers a travel
resource to go along with the credit cards that help pay for these
readers' destinations. It's a pretty good idea, as it allows the
company to better align itself not just with the things its
customers buy, but with the places its customers go.
LATEST PRACTICES
 INTERNET OF THINGS ( IoT)
The internet of things is the extension of internet connectivity into
physical devices & everyday objects .

 ARTIFICIAL INTELLIGENCE
It is a science that deals with building intelligent machines that can think
and respond like a human .
 BIG DATA
It provides the increasing volume of information available online and the
need to harness customer intelligence
KEY TERMS

1. APPLICATION SERVICE PROVIDER

2. CLICK THROUGH RATE
3. CONTENT SPONSORSHIP
4. DISPLAY ADVERTISING
5. DIGITAL RIGHTS MANAGEMENT
6. PAY PER CLICK
7. ORGANIC SEARCH RESULT
8. CACHE MEMORY
Building Website/Blog using CMS
WordPress
 WordPress is a free and open-source CMS (content management
system) written in PHP and paired with a MySQL/MariaDB database. In
simplest terms, WordPress is a free and open platform, a website
builder, where you can make simple and easy websites for your
businesses and blogs.
 There are a lot of features on WordPress, including the templates
where you can just plug in your information and create a website,
plugins, add-ons, different themes, and much more.
 There are other ways to make websites, but WordPress has always
been the most popular and most used open-source platform for
creating websites. Wondering why so many people choose WordPress
over any other platform?
Why Choose WordPress to Make a Website?

Although WordPress was first designed as a

platform for blogging and related publishing, it
is now a platform on which one-third of all
internet sites are based. This is thanks to the
multitude of advantages WordPress has for
website owners, such as:
 Advantages

 Flexibility and Adaptability

You can do almost anything on WordPress, ranging
from small businesses to eCommerce stores. Whatever
you choose to do, WordPress will be adaptable to it.

 User-Friendly

A WordPress site can be up and running in a matter of

a few minutes, even if you don’t have any technical
expertise. All you need is a domain name and web
hosting account.
 Advantages
(Contd.)
 Themes and Plugins

 While WordPress themes offer you a wide range of

choices in the appearance and functions of your
site, plugins are the specialized functions that
cater to specific needs of your website, such as
shopping carts, contact forms, galleries, and
more.
 Advantages
(Contd.)

 High Ranking
 Since WordPress sites are so great in numbers and regularly update
content, they include plugins and a variety of tools that help them
create scheduled and optimized content – they often rank higher than
websites that aren’t made on WordPress.
 Apart from these advantages, people have even more reasons to
choose WordPress, including the fact that WordPress sites are mobile-
responsive, have a built-in blog, and offer great customer service.
 Now that you’re familiar with the advantages of a WordPress
website, you should also know not to mistake WordPress.com with
WordPress.org – both are different
 WordPress.org vs WordPress.com – Which One to Choose?

 People
often mistakenly believe that .org and .com are the same
WordPress.
 WordPress.org is when you host your site on WordPress, which means
you have complete freedom of change and customization of web
design – it’s recommended if you are familiar with how WordPress
works. You can get the most customizable website builder when
hosting your own site.
 On the other hand, WordPress.com is when WordPress.com takes
care of your website for you, including the hosting. That way, you
have less freedom in your web design. However, it is easier and
simpler – recommended if you’re a newbie.
 How to Build a WordPress Website
Step 1: Define your site.

Before you do anything involving WordPress, you need to

pick your niche. Trying to develop a WordPress website
about something that’s been done 10,000 times isn’t going
to be beneficial. If your WordPress site isn’t for an existing
business, make sure you pick a topic that genuinely
interests you so it won’t feel like a chore to update your
site now or months down the road.
 How to Build a WordPress Website
(Contd…)
Step 2: Choose a domain name

Your domain name should relate directly to the niche you chose in
step 1, and it should be a name that’s so easy for users to remember
that they never forget it. Doing some keyword research can also be
helpful. Stuck on a particular name, but .com is taken? Try .net
or .co.
Think about your domain name as your home address — it’s how your
visitors are able to locate your website on the Internet. You domain
name will look something like this: www.example.com.
Step 3: Get web hosting

 Your next step is to find a reliable web host to handle

your site. Here at HostPapa, we offer industry-leading
servers and infrastructure. Our multilingual customer
support is available via chat, email, and telephone; we
also maintain an extensive knowledge base and video
tutorials. What about a shared vs. dedicated server?
 Shared web hosting will be just fine in most cases, and
it’s very popular with WordPress users.
Step 4: Install WordPress

 At the risk of stating the obvious, once you’ve found your web
host and domain name, it’s time to install WordPress and get
up and running. At HostPapa, installing WordPress is incredibly
easy and takes just minutes with our Softaculous script
installer.
 Step 5: Choose your WordPress theme.

 Next, you need to decide on a design theme for your

WordPress site. Thousands upon thousands of themes are
available, ranging from absolutely free to upwards of
hundreds of dollars. When selecting your theme, try to
ensure that it makes sense for both the topic of your site
and the layout and content you plan to publish.
 Among WordPress theme premium WordPress theme
choices, you’ll find a set of ready-made options for
various topics. These include business, services,
beauty, fashion, photography, education, food, and
many others. Each of them can become an excellent
base for the site that you have always dreamed about.

 Oneof the most popular WordPress premium themes is

Monstroid2 – a very lightweight multipurpose theme
with a drag-and-drop builder.
Step 6: Install WordPress plugins.
 A WordPress Plugin is a program written in the PHP
scripting language that adds specific features or services to
a WordPress website. WordPress plugins provide a great
deal of customization and flexibility to your WordPress
site, as well as valuable features and tools for your
visitors.

 You may not start with many plugins, but the longer you
use WordPress, the more you’ll find to benefit your site.
Some of our favourites include JetPack and Yoast SEO. You
can find the option of Plugins from your WordPress admin
dashboard.
Step 7: Complete your administrative
pages.
 Important pages include your contact page, about
page, privacy, and disclaimer page. Get these out
of the way before you focus on adding content to
your site – after all, it’s easier to add them now
than later, when you’re done publishing all of the
other, more exciting stuff! These pages also serve
to protect both you and your site visitors.
Step 8: Publish your WordPress site.
After you get the important administrative pages published,
it’s time to start adding interesting content. Whatever your
niche, you want to make sure you include plenty of quality
content for your readers. Make your pages visually rich, and
further, make it a priority to keep adding new content
regularly. If blogging, add at least one image to every post.
Not only does this give your readers something to share on
social media, but it also makes your content more appealing.
Whether you decide to add content daily, weekly, or
monthly, creating a content calendar will help keep you on
the right track.
Step 9: Don’t forget marketing
Marketing your new site is a two-fold endeavour. First,
SEO (search engine optimization): make sure your pages
have relevant keywords in the title, description, and
body text. Second, take the time to promote your site in
any way possible. Free options include using social media
sites forums and emailing a regular newsletter. You may
also consider guest posting and commenting on blogs,
forums, and communities to build your social connections
and link popularity.
Step 10: Back up your site
Your content is your most valuable asset, so make sure you
back up your site! For your blog, that means backing up your
content in case of a crash, so you won’t have to start all over
again. If you don’t back up posts, plugins, and affiliate links,
it might take you a while before getting back on your feet. If
you don’t have time to back up your site regularly, your web
host should offer an alternative. HostPapa, for example,
offers a terrific automated website backup service that takes
just a few minutes to set up – no need to worry about
backing up your site ever again!
Web hosting

 The activity or business of providing storage space and access for websites.
 BLOGGING

 Blog is a type of website that focuses mainly on written

content also known as blog post .
 An acronym of web log .
 Barriers to entry have come crashing down ,and free easy
to use blogging platforms have liberated million of
individuals ,giving them access to a global audience .
 The blogosphere (collective name applied to the global
blogging .Com ) is the home of internet buzz.
ADVANTAGES OF BLOGGING FOR MARKETERS
 1.Traditionalpress releases to local media outlets
are all very well,but the story picked up and
propagated by prominent bloggers will get more
online exposure ,traffic ,and inbound links .

 2.It increases consumer engagement .

 What is a blog post?
A blog post is any article, news piece, or guide that's
published in the blog section of a website. A blog
post typically covers a specific topic or query, is
educational in nature, ranges from 600 to 2,000+
words, and contains other media types such as
images, videos, infographics, and interactive charts.
 Blog posts allow you and your business to publish
insights, thoughts, and stories on your website about
any topic. They can help you boost brand awareness,
credibility, conversions, and revenue. Most
importantly, they can help you drive traffic to your
website.
1. Understand your audience.
 Before you start writing your blog post, make sure you have a
clear understanding of your target audience.

 Ask questions like: What do they want to know about? What

will resonate with them?

 This is where the process of creating buyer personas comes in

handy. Consider what you know about your buyer personas
and their interests while you're coming up with a topic for
your blog post.
 2. Check out your competition.

 What better way to draw inspiration than to look at your

well-established competition?

 It’sworth taking a look at popular, highly reviewed blogs

because their strategy and execution is what got them to
grow in credibility. The purpose of doing this isn’t to copy
these elements, but to gain better insight into what
readers appreciate in a quality blog.
 There are multiple angles you should look at when
doing a competitive analysis:

 Visuals: Look at the blog’s branding, color

palette, and theme.
 Copy:Analyze the tone and writing style of the
competition to see what readers respond well to.
 Topics: See what subject matter their readers
enjoy interacting with.
3. Determine what topics you’ll cover.
 Before you write anything, pick a topic you’d like to write
about. The topic can be pretty general to start as you find
your desired niche in blogging.

 Some ways to choose topics to cover include asking yourself

questions like:

a. Who do I want to write to?

b. How well do I understand this topic?
c. Is this topic relevant?
 4. Identify your unique angle.
 What perspective do you bring that makes you stand out from the crowd?
This is key to determining the trajectory of your blog’s future and
there’s many avenues to choose in the process.
a. What unique experience makes you a trusted expert or thought leader
on the topic?
b. What problem will you solve for readers?
c. Will you share your opinions on trending debates?
d. Teach your readers how to do something?
e. Compare or share original research?
f. It’s up to you to decide the unique angle you’ll take on topics.
 5. Name your blog.
 This is your opportunity to get creative and make a name that gives readers
an idea of what to expect from your blog. Some tips on how to choose your
blog name include:

 Keep your blog name easy to say and spell.

 Link your blog name to your brand message.
 Consider what your target audience is looking for.
 If you still need more assistance, try using a blog name generator.

 Make sure the name you come up with isn’t already taken as it could lessen
your visibility and confuse readers looking for your content.
6. Create your blog domain

 A domain is a part of the web address nomenclature someone

would use to find your website or a page of your website online.
 Your blog's domain will look like this: www.yourblog.com. The
name between the two periods is up to you, as long as this domain
name doesn't yet exist on the internet.
 Want to create a subdomain for your blog? If you already own a
cooking business at www.yourcompany.com, you might create a
blog that looks like this: blog.yourcompany.com. In other words,
your blog's subdomain will live in its own section of
yourcompany.com.
Here are five popular web
hosting services to choose from:
 GoDaddy
 HostGator
 DreamHost
 Bluehost
 iPage
7. Choose a CMS and set up your blog.
A CMS (content management system) is a software application
that allows users to build and maintain a website without having
to code it from scratch. CMS platforms can manage domains
(where you create your website) and subdomains (where you
create a webpage that connects to an existing website).

 HubSpot customers host web content via CMS Hub. Another

popular option is a self-hosted WordPress website on a hosting
site such as WP Engine. Whether you create a domain or a
subdomain to start your blog, you'll need to choose a web
hosting service after you pick a CMS.
8. Customize the look of your blog.
 Once you have your domain name set up, customize the appearance of your blog to
reflect the theme of the content you plan on creating and your brand.
 For example, if you're writing about sustainability and the environment, green might
be a color to keep in mind while designing your blog.
 If you already manage a website and are writing the first post for that existing
website, ensure the article is consistent with the website in appearance and subject
matter. Two ways to do this are including your:

Logo: This can be your business's name and logo — it will remind blog readers of
who's publishing the content. (How heavily you want to brand your blog, however, is
up to you.)
"About" Page: You might already have an "About" blurb describing yourself or
your business. Your blog's "About" section is an extension of this higher-level
statement. Think of it as your blog's mission statement, which serves to support your
company's goals.
9. Write your first blog post.

Once you have your blog set up, the only thing
missing is the content. While the design and
layout are fun and functionally necessary, it's
the content that will draw your readers in and
keep them coming back.
Elementor

 Elementor is the WordPress website builder

that more than five million WordPress sites
use to create content and designs with a
visual, drag-and-drop editor