Digital Marketing Trends and Prospects Develop an effective Digital Marketing strategy with SEO, SEM, PPC, Digital Display Ads… (Dr. Shakti Kundu) (z-library.sk, 1lib.sk, z-lib.sk)
Author: Dr. Shakti Kundu
其他
Familiarize yourself with different effective strategies in Digital Marketing KEY FEATURES • Understand the basics terminologies in Digital Marketing • Understand the impact of Search Engine Optimization (SEO) on online business • Identify important elements of E-mail marketing and its applicability in the digital world • Get familiar with Mobile marketing and Web analytics tools • Understand different Traditional Marketing and Digital Marketing techniques DESCRIPTION The book starts with the basic concepts of Marketing, benefits & opportunity of Digital Marketing and its usage in various domains of business. You will learn how to work with SEO, E-mail Marketing and Digital Display Advertising. The book will then cover the key metrics of SMM & Mobile marketing and Web analytics. This book not only focusses on Digital Marketing but also covers many real-world examples based on the latest Marketing strategies or techniques in Digital Marketing. WHAT YOU WILL LEARN • Get familiar with B2B SEO and B2C SEO strategies in Digital Marketing • Understand the importance of gathering offline and online data in Email marketing • Learn how to create and test landing pages • Generate traffic and behavior report of marketers and targeted users • Get familiar with the Web analytics tools and process. WHO THIS BOOK IS FOR This book is for anyone interested in Digital Marketing. Professionals who are working in the Digital Marketing domain can use this book as a reference. TABLE OF CONTENTS 1. Introduction to Digital Marketing 2. Search Engine Optimization (SEO): The core of Digital Marketing 3. E-mail Marketing and Digital Display Advertising 4. Social Media Marketing 5. Mobile Marketing and Web Analytics
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Digital Marketing Trends and Prospects Develop an Effective Digital Marketing Strategy with SEO, SEM, PPC, Digital Display Ads and Email Marketing Techniques Dr. Shakti Kundu www.bpbonline.com
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FIRST EDITION 2021 Copyright © BPB Publications, India ISBN: 978-93-89898-583 All Rights Reserved. No part of this publication may be reproduced, distributed or transmitted in any form or by any means or stored in a database or retrieval system, without the prior written permission of the publisher with the exception to the program listings which may be entered, stored and executed in a computer system, but they can not be reproduced by the means of publication, photocopy, recording, or by any electronic and mechanical means. LIMITS OF LIABILITY AND DISCLAIMER OF WARRANTY The information contained in this book is true to correct and the best of author’s and publisher’s knowledge. The author has made every effort to ensure the accuracy of these publications, but publisher cannot be held responsible for any loss or damage arising from any information in this book. All trademarks referred to in the book are acknowledged as properties of their respective owners but BPB Publications cannot guarantee the accuracy of this information. Distributors:
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BPB PUBLICATIONS 20, Ansari Road, Darya Ganj New Delhi-110002 Ph: 23254990/23254991 MICRO MEDIA Shop No. 5, Mahendra Chambers, 150 DN Rd. Next to Capital Cinema, V.T. (C.S.T.) Station, MUMBAI-400 001 Ph: 22078296/22078297 DECCAN AGENCIES 4-3-329, Bank Street, Hyderabad-500195 Ph: 24756967/24756400
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BPB BOOK CENTRE 376 Old Lajpat Rai Market, Delhi-110006 Ph: 23861747 Published by Manish Jain for BPB Publications, 20 Ansari Road, Darya Ganj, New Delhi-110002 and Printed by him at Repro India Ltd, Mumbai www.bpbonline.com
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Dedicated to Every challenging work needs self efforts as well as the guidance of elders, especially those who are very close to our heart. I dedicate my humble efforts to my sweet and loving father and mother (Shri. Shamsher Kundu and Smt. Anupama Kundu). Their affection, love, encouragement, and prayers of day and night enabled me to get such success and honor. THANK YOU
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About the Author Dr. Shakti Kundu is working as an Associate Professor in the Faculty of Engineering and Computing Sciences at Teerthanker Mahaveer University (TMU), Moradabad, Uttar Pradesh, India. His current research interests are Digital Marketing, Software Engineering, Information Security, Web Data Mining, and Intelligent Systems. He brings to his classes over 13 years of teaching experience. He has worked with various reputed universities and holds administrate experience as well. He has chaired and delivered various technical sessions at the national and international levels and has published more than 41 research papers in reputed journals and conferences, which are indexed in various international databases. Dr. Kundu has edited two books and authored ten book chapters in the field of Software Engineering and Digital Marketing with national and international publishers. Moreover, he has published two patents in the field of Artificial Intelligence, Machine Learning and Deep Learning. He is a life member of CSI, ISTE, IAENG, AIRCC, and IAEME.
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About the Reviewers Harjinder Singh is working as an Assistant Professor in the Faculty of Engineering and Computing Sciences at Teerthanker Mahaveer University, Moradabad, Uttar Pradesh, India. He completed his MCA from the Uttar Pradesh Technical University, Lucknow. The project work during his internship was on “Satellite Image Processing and Contextual Entropy Based Fuzzy Classifier Tool” at the Indian Institute of Remote Sensing, Dehradun. He worked with WIPRO Technologies, Pune for more than three years as a project engineer for one of the reputed card payment industries of America. He has taught subjects like Android, Core Java, and Python. Mr. Harjinder Singh has supervised many UG and PG students for their project works. He brings to his classes the combination of the IT industry and academia exposure. LinkedIn profile: https://www.linkedin.com/in/harjinder-singh-3ba8311b2 Narender Singh did his M.C.A. from Lovely Professional University in Jalandhar, Punjab, India. He has qualified UGC NET, HTET national level exams. He has published several research articles in various international journals. His current research interests are Data Science, Software Engineering, and Information Security. He has two years of teaching experience.
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Acknowledgement There are a few people I want to thank for the continued support they have given me during the writing of this book. First and foremost, I would like to thank my parents, wife, and son Shaurya for putting up with me when I was spending many weekends and evenings on writing. I could have never completed this book without their support. This book would not have happened if I did not have the support of my colleague(s) and students. My gratitude goes to Prof. R. K. Dwivedi, Director, FOECS/TMU for providing valuable insights into some of the new features and allowing me to have access to the impressive digital multimedia and animation lab at Teerthanker Mahaveer University, Moradabad, Uttar Pradesh, India. Finally, I would like to thank BPB Publications for giving me this opportunity to write my first book for them.
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Preface Digital marketing can be called as the process of promoting brands or products using electronic media. It is the medium which fulfils the demand, want, or need of both entities, that is, the users as well as the marketers. It publicizes the content on the digital platforms with the support of its elements for various domains such as B2B, B2C, and NPF marketing. SEO stands for search engine optimization. It is the process or technique of gaining traffic, visibility, and rank on search engines through both paid and unpaid efforts. SEO is a set of rules for optimizing your website for search engines and to improve your search engine rankings. The search engine optimization strategy helps in making your website active. E-mail marketing is a precious and reasonable way for business owners to promote their brand, products, and services. It allows them to approach customers and build a solid relationship with them. It involves using e-mail to give promotion to products and services with the purpose of enhancing a relationship with present as well as new customers. This strategy helps in achieving market targets. Social media marketing is now a proven way for companies to reach new customers, interact with old customers, and encourage the tone, mission, or culture. It helps in exploring your business in the digital world with the directions of setting up a business page on social media platforms with the support of techniques,
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tools, and strategies. With the inclusion of interactive media content and landing pages, social media marketing fulfils the requirements of reaching potential users in an easy manner. Mobile marketing is used to approach potential customers through multi-channel promotion of products and services. Marketers publicize their brand and goods with extensive use of mobile gadgets. They reach to the widest range of audiences with varying options for mobiles such as mobile apps, e-mail, in-app advertising, and so on. It helps in enhancing the growth of your business in the digital platform. It highlights your brand and products for promotion through mobile features and technology. The primary goal of this book is to provide the information and skills that are necessary for end users as well as marketers to understand the real scenario of digital marketing. This book contains real-time examples that will help you in remembering, analyzing, applying and creating the various trends and prospects of digital marketing. This book is composed of an introduction and 5 chapters, each of which consist of conclusions at the end. The conclusions present the original contributions of the author and point out the directions for the next chapter. Over the five chapters in this book, you will learn the following: Chapter 1 - Introduction to Digital Marketing comprises of the basic concepts of marketing and their importance. In addition, various elements of marketing are highlighted with relevant examples. Lastly, the benefits and opportunities of digital
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marketing and its usage in business to business (B2B), business to consumer (B2C), and not for profit (NFP) marketing are discussed. Chapter 2 - Search Engine Optimization (SEO): The core of digital marketing contains an overview of the important theoretical concepts and technological aspects of search engine optimization. It summarizes the importance of SEO, search results, and positioning. Moreover, a detailed description of on-page and off- page optimization, backlinks, internal and external links, rankings, SEO site map, and how to proceed with steps for B2B SEO and B2C SEO are expressed. Chapter 3 - E-mail Marketing and Digital Display Advertising highlights the description related to the elements, list, structure, and delivery of an e-mail. Furthermore, a detailed discussion is done on gathering offline and online data for e-mail marketing. To evaluate the success of the campaign, the concept of A/B testing and its implementation in e-mail marketing is summarized. Besides these, the concepts, benefits, and challenges of digital display advertising are conveyed. Chapter 4 - Social Media Marketing describes the key impact of social media on search engine optimization based on key metrics like CPC, PPC, CPM, CTR, and CPA which take into account the different aspects of social marketing and its behavior. This chapter defines the basic concepts of user-generated content, multimedia video, multimedia audio, and multimedia images.
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Chapter 5 - Mobile Marketing and Web Analytics contains the presentation of mobile apps and its comparison with widgets. An overview related to B2B and B2C mobile marketing is discussed. A part of this chapter highlights the feasibility of providing relevant information related to user access through web analytics tools and its process. Furthermore, how to generate traffic and behavior report is an informative section and the concluding one. This book will give you in-depth knowledge of digital marketing by learning about many real-life examples in the scenario of digital marketing based on the latest versions of marketing strategies and techniques.
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Downloading the coloured images: Please follow the link to download the Coloured Images of the book: https://rebrand.ly/ff934 Errata We take immense pride in our work at BPB Publications and follow best practices to ensure the accuracy of our content to provide with an indulging reading experience to our subscribers. Our readers are our mirrors, and we use their inputs to reflect and improve upon human errors, if any, that may have occurred during the publishing processes involved. To let us maintain the quality and help us reach out to any readers who might be having difficulties due to any unforeseen errors, please write to us at : errata@bpbonline.com Your support, suggestions and feedbacks are highly appreciated by the BPB Publications’ Family.
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Table of Contents 1. Introduction to Digital Marketing Structure Objective 1.1 Introduction to marketing 1.2 Types of marketing 1.3 Evolution of marketing concepts 1.4 Importance and scope of marketing 1.5 Elements of marketing 1.5.1 Needs 1.5.2 Wants 1.5.3 Marketing offers 1.5.4 Consumer value and satisfaction 1.5.5 Markets 1.5.6 Marketer and prospects 1.6 Marketing vs. sales 1.7 Introduction to digital marketing 1.8 Benefits and opportunities for digital marketing 1.9 Inbound and outbound marketing 1.10 Content marketing 1.11 Understanding traffic 1.12 Understanding leads 1.13 Digital marketing use in business-to-business, business-to- consumer, and not-for-profit marketing Business-to-business (B2B) Business-to-consumer (B2C) Not-for-Profit (NFP) marketing Conclusion Points to remember
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MCQs Answers Questions Key terms 2. Search Engine Optimization – The Core of Digital Marketing Structure Objective 2.1 Introduction to search engine 2.2. Search Engine Optimization 2.3 Importance of SEO for business websites 2.4 Search results and positioning 2.5 Benefits of search positioning 2.6 Role of keywords in SEO 2.7 Meta tags and meta description 2.8 On-page and off-page optimization 2.8.1 On-page SEO (also known as “on-site” SEO) 2.8.2 Off-Page SEO 2.9 Backlink 2.10 Internal and external links Benefits of internal links Benefits of external links 2.11 Ranking 2.12 SEO sitemap 2.13 Steps for B2B SEO and B2C SEO Marketing campaign goals Keyword selection process 2.14 Advantages and disadvantages of SEO Conclusion Points to remember
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MCQs Answers Questions Key terms 3. E-mail Marketing and Digital Display Advertising Structure Objective 3.1 Introduction to e-mail marketing 3.2 Elements of e-mail 3.3 E-mail list generation 3.4 E-mail structure 3.5 E-mail delivery 3.6 Offline and online data capture 3.6.1 Collect database offline for e-mail marketing 3.6.2. Collect database online for e-mail marketing 3.7 Creating an e-mail campaign 3.8 Campaign measurement 3.9 Concept of A/B testing and its use in e-mail marketing Categories of A/B testing 3.10 Digital display advertising - concepts, benefits, and challenges 3.10.1 Concepts 3.10.2 Benefits 3.10.3 Challenges and solutions Challenge 1: To make sure that your advertisements appear in the appropriate places on the digital platform. Challenge 2: To ensure that advertisement impressions are seen in a decent manner. Challenge 3: To defeat the situation of banner blindness Challenge 4: To manage unnecessary impressions of advertisements
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