DIGITAL MARKETING − OVERVIEW ..................................................................................... 1 What Digital Marketing is Not? .............................................................................................................1 Why Digital Marketing?.........................................................................................................................1 2. DIGITAL MARKETING − SEO ................................................................................................ 3 Search Engine Crawlers .........................................................................................................................3 Points to Note .......................................................................................................................................3 3. DIGITAL MARKETING − SOCIAL MEDIA ............................................................................... 5 SEO and Social Media ............................................................................................................................5 Start Social Media Marketing ................................................................................................................6 4. DIGITAL MARKETING − CONTENT MARKETING .................................................................. 7 Goals of Content Marketing ..................................................................................................................7 Start Content Marketing........................................................................................................................8 5. DIGITAL MARKETING − EMAIL MARKETING ........................................................................ 9 Email Newsletters................................................................................................................................10DIGITAL MARKETING − EMAIL MARKETING ........................................................................ 9 Email Newsletters................................................................................................................................10 Digests.................................................................................................................................................11 Dedicated Emails.................................................................................................................................12 Lead Nurturing ....................................................................................................................................13 Sponsorship Emails..............................................................................................................................13 Transactional Emails............................................................................................................................13 DIGITAL MARKETING − MOBILE MARKETING ................................................................... 14 New Mobile Marketing Channels ........................................................................................................14 Ways to Drive Conversions..................................................................................................................15 7. DIGITAL MARKETING − PAY PER CLICK ............................................................................. 17 Search Engine Advertising ...................................................................................................................17 Advantage of PPC Marketing ...............................................................................................................18 Factors behind Successful PPC Advertising ..........................................................................................18 8. DIGITAL MARKETING − CRO ............................................................................................. 19 What is CRO?.......................................................................................................................................19 What CRO is Not..................................................................................................................................20 Why do Companies Use CRO?..............................................................................................................20 9. DIGITAL MARKETING − WEB ANALYTICS ........................................................................... 21 Web Analytics Tools ............................................................................................................................22 How to Review Web Metrics ...............................................................................................................220. DIGITAL MARKETING − FACEBOOK MARKETING ............................................................... 24 Start Facebook Marketing ...................................................................................................................24 11. DIGITAL MARKETING − PINTEREST MARKETING ............................................................... 26 Pinterest Pins ......................................................................................................................................26 Pinterest Business Account..................................................................................................................27 Must-follow Rules of Pinterest ............................................................................................................27 12. DIGITAL MARKETING − TWITTER MARKETING .................................................................. 29 13. DIGITAL MARKETING − LINKEDIN MARKETING ................................................................. 32 14. DIGITAL MARKETING − YOUTUBE MARKETING................................................................. 34DIGITAL MARKETING − GOOGLE ADWORDS ..................................................................... 36 Create a Google AdWords Account......................................................................................................37 16. DIGITAL MARKETING − GOOGLE ANALYTICS .................................................................... 38 Create a Google Analytics Account......................................................................................................38 How to Use Google Analytics? .............................................................................................................39 Make Optimum Use of Google Analytics .............................................................................................40 Translating Insights into Action ...........................................................................................................42

Introduction

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. We tend to think that digital marketing encompasses banner advertising, search engine optimization (SEO) and pay per click. Yet, this is too narrow a definition, because digital marketing also includes e-mail, RSS, voice broadcast, fax broadcast, blogging, podcasting, video streams, wireless text messaging, and instant messaging. Yes! digital marketing has a very wide scope.