Best Digital Marketing Company in Dwarka
                     Digital Marketing Overview
By Web Cloud Technology
http://webcloudtechnologies.com
Digital Marketing Overview
Key points
 What is digital marketing?
 Why are people going online?
 Benefits of digital marketing
 What does digital marketing consist of?
 Search engine optimization (SEO)
 Pay per click (PPC)
 Social media Marketing (SMM)
 Digital marketing measurement
 How digital marketing evolved
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Defition of Digital Marketing 
What is digital marketing? 
“Digital marketing” is the process of building and maintaining customer 
relationships through online activities to generate sales and/or capture 
customers that are searching on the Internet for answers.
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Why are people going online?
 For information on a new product, service or location
With the constant growth of the web, and more people getting connected every day, 
digital marketing has become a necessity for many organizations. This also includes 
small businesses that want to trade online and make a name for themselves on the 
web.
The web is crowded with information. If you have a website, how can these people reach 
you? What are the benefits of digital marketing?
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What are the benefits of digital 
marketing? 
Over traditional marketing *
 Puts the consumer in control
 Provides convenience
 Drives brand loyalty
 Reduces the selling cycle
 Builds your brand
 It is measurable
 It is cost effective 
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Digital marketing objectives
One way to make sure you are found on the web is with an optimized 
digital marketing strategy. Most digital marketing strategies and 
campaigns have 5 objectives:
1. Reach the right audience
2. Engage with your audience
3. Motivate your audience to take action
4. Ensure efficient spending on your campaign
5. Maximize return on investment (ROI)
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What does digital marketing consist 
of?  
Key components
 Website design (user experience)
 Search engine optimization (SEO)
 Pay per click (PPC)
 Social media marketing (SMM)
 Email marketing
 Display advertising (banner ads)
Let’s look more closely at some of these key 
components.
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What is search engine optimization 
(SEO)?
SEO definition 
Search engine optimization (SEO) is the process of 
getting traffic from the “free,” “organic,” or “natural” 
listings on search engines. 
All major search engines such as Google, Yahoo and 
Bing have such results, where web pages and other 
content such as videos or local listings are shown and 
ranked based on what the search engine considers 
most relevant to users. Payment isn’t involved, as it is 
with paid search ads.
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What is pay per click (PPC)?
PPC definition 
Pay per click (PPC) is a type of sponsored online advertising 
that is used on a wide range of websites, including search 
engines, where the advertiser only pays if a web user clicks 
on their ad. Hence the title, 'pay per click'.
Advertisers place bids on keywords or phrases that they think 
their target audience would type in a search field when they 
are looking for specific goods or services. 
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Advantages of pay per click (PPC)? 
 Very fast
 Get targeted visitors within hours (sometimes minutes)
 Can yield highly profitable results
 Great testing platform and can be highly targeted
 Time of day
 Geographic area
 Keywords and phrases
 Immediate feedback
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Disadvantages of pay per click 
(PPC)?
 No guarantees
 Heavy competition
 You pay regardless of any sales
 Competitive keywords demand higher bids
 Restricted to text and image ads
 Traffic stops when you stop paying
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What is Social media marketing 
(SMM)?
Social media marketing definition 
Social media is a medium or 
instrument for communication, like a 
newspaper or a radio.
Social media =  a social instrument of 
communication.
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Advantages of social media 
marketing (SMM)?
 Targeted traffic
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Ability to go viral therefore high visibility
 Cost effective (only time and effort)
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Disadvantages of social media 
marketing (SMM)?
 More time consuming than SEO and PPC
 No short term ROI
 Everything is public
 Ineffective use = brand credibility loss
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Digital marketing measurement
ROI (return on investment)
Many tools and systems are available to calculate your ROI and to measure 
the effectiveness of your digital marketing campaign.
ROI tools
 Google analytics
 Google webmasters tools
 Basic google search
 Google adwords
 Social media monitoring tools
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How has digital marketing evolved 
over the years?
Back in the day, it was all about  …..
 Build a website
 Build links, build more links, and build even more backlinks
 Hope it shows up in Google someday
 Hope it displays on the results page with the right keywords (what people are typing in when they 
search)
 It was like fishing and hoping you will get a catch.
With SEO, PPC was born – (pay per click)
 Build ads around keywords and pay for 
everyone that clicks the ad and visits your site
 Eg. Google’s Adwords (3 line ads that show up 
on the right/top of search engine results)
 Microsoft’s Adcenter
 Yahoo’s search marketing (Overture)
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