Applications of Digital

Marketing
Yog Mishra
 The very first email was sent in 1971 by a
computer engineer named Ray Tomlinson. The
message he sent was just a string of numbers
and letters, but it was the beginning of a new era
of communication. Tomlinson was also the
person who introduced the usage of the “@”
History of E-Mail symbol in email addresses.

Marketing In 1978, a marketing manager at Digital

Equipment Corp named Gary Thuerk used this
new method of direct communication to send
out the first commercial email to let people
know about a new product.
 Impact of E-Mail Marketing
• Research shows that the average ROI per dollar spent for four different
industries is as follows:
1. Retail, economics, and consumer goods: $45 USD
2. Marketing, PR, and advertising agency: $42 USD
3. Software and technology: $36 USD
4. Media, publishing, events, sports, entertainment: $32 USD
Introduction to social network,
• Social networking uses internet-based social media platforms to connect with
friends, family, or peers.
• Some of the most popular social networking sites in the U.S. include Facebook,
Instagram, TikTok, WhatsApp, and X.
• Marketers use social networking to increase brand recognition and encourage brand
loyalty.
• Social media can help connect people with businesses for various needs.
• There are disadvantages related to social media, including spreading
misinformation, concerns posed by user anonymity, and the high cost of using and
maintaining social network profiles.
 The central premise of social capital is that
individuals benefit from various norms and values
that a social network fosters and produces, such as
trust, reciprocity, information, and cooperation.
Social
Capital
and Social
Network
These norms and values provide the necessary
preconditions for collective action.
 Evolution of
Social Networking
• The roots of social networking can be traced
back to the early internet era with platforms like
SixDegrees.com, launched in 1997, which
allowed users to create profiles and list friends.
• However, it was the emergence of platforms
like Friendster (2002), MySpace (2003), and
later Facebook (2004) that catapulted social
networking into the mainstream.
Crowdsourcing
 Crowdsourcing is when
companies or other
organisations reach out
to a large number of
people for support.

Meaning
Sometimes brands need initial
funding to kick-start their concept,
while other times established
brands reach out to their audiences
for feedback regarding brand
identity, marketing and advertising
 Crowdfunding: A type of crowdsourcing in which a
large group of people joins together to fund a project.
Usually, all participants get something in return, such
as a gift, a discount, or access to an exclusive event.

Wisdom of crowds: Seeking suggestions from a large

Types of group of people to develop or improve a product or
Crowdsourcing service.

Crowd-generated microtasks: In this type of

crowdsourcing, different tasks of a project are
distributed between a large group of people.
 Gives people a cause

Why Drives brand awareness

Crowdsourcing is
important? Improves relations
Builds the audience
 Web marketing
Web marketing, also known as online marketing or digital marketing,
encompasses a range of strategies and tactics aimed at promoting products or
services using digital channels.

These channels include websites, search engines, social media platforms, email,
and more.

The primary goal of web marketing is to reach target audiences, engage with
them effectively, and convert them into customers.
 Key Components of Web Marketing
• Website Optimization: A well-designed and user-friendly website is the
cornerstone of web marketing. It should be visually appealing, easy to navigate, and
optimized for various devices. High-quality content, including compelling copy,
images, and videos, plays a crucial role in engaging visitors and encouraging them
to take desired actions.
• Search Engine Marketing (SEM): SEM involves promoting websites by
increasing their visibility in search engine results pages (SERPs) through paid
advertising. This typically includes pay-per-click (PPC) campaigns, where
advertisers bid on keywords relevant to their target audience.
Social Media Marketing (SMM): SMM focuses on leveraging social media
platforms such as Facebook, Twitter, Instagram, and LinkedIn to connect with
audiences, build brand awareness, and drive website traffic. Engaging content,
community management, and targeted advertising are essential aspects of social
media marketing.
Email Marketing: Email remains a powerful tool for reaching and nurturing leads.
Effective email marketing involves crafting personalized and relevant messages,
segmenting audiences, and employing automation to deliver timely communications.
Content Marketing: Content marketing revolves around creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined
audience. This content can take various forms, including blog posts, articles,
infographics, videos, podcasts, and more.
Link Building
 What is Link
Building
• Link building is a crucial exercise in web
marketing that focuses on acquiring
hyperlinks from other websites to your own.
• These hyperlinks, commonly referred to as
"backlinks," are essential for improving your
website's authority, visibility, and ranking in
search engine results pages (SERPs)
 Boosting SEO: Search engines like Google use
backlinks as a signal of credibility and authority.
A website with many high-quality backlinks is
more likely to rank higher in search results.

Purpose of Driving Referral Traffic: Backlinks can also

drive direct traffic from one site to another,
Link bringing in visitors who might not have found
your website otherwise.
Building
Building Relationships: Link building often
involves outreach to other websites, bloggers, and
influencers, helping to build relationships and
establish a network within your industry.
Types of Link Building Strategies
 • Guest Blogging: Writing articles for other
websites or blogs in exchange for a backlink
to your site.

Content-
• Content Creation and Promotion:
Based Developing high-quality, valuable content
(like infographics, guides, or case studies)
Link that others naturally want to link to.

Building
• Resource Pages: Getting your content
listed on resource pages, which are
collections of useful links related to a
specific topic.
 Outreach-Based Link
Building

• Building Partnerships: Establishing relationships

with businesses, organizations, or bloggers in your
industry to mutually benefit from linking to each
other's content.
• Sponsorships and Collaborations: Participating in
sponsorships, events, or collaborations that include
backlink opportunities
 Building Partnerships: Establishing
relationships with businesses, organizations,
Relationship- or bloggers in your industry to mutually
benefit from linking to each other's content.
Based Link
Building
Sponsorships and Collaborations:
Participating in sponsorships, events, or
collaborations that include backlink
opportunities.
 Directory Submissions: Submitting your
Technical website to relevant online directories, which
can provide easy backlinks.
Link
Building Commenting on Blogs and Forums:
Engaging in industry-related blogs, forums, or
social media where you can leave meaningful
comments with a backlink to your site.
Don’t of Web Content
 Don’t Use All Caps or
Multiple Exclamation Points
Keyword Stuffing
Don’t Overwhelm Your
Readers With Too Much
Information
Don’t Use Clichés or
Jokes
Don't Plagiarize Content
 Process of Ad Auctioning on Google
1. User Query Initiation: The procedure commences when a user inputs a search query into
the Google search field. The user's search query acts as the catalyst for the ad auction,
commencing the procedure of deciding which ads are most pertinent to the user's intention.
2. Ad Eligibility Check: Google evaluates the eligibility of advertising to participate in the
auction by considering targeting settings, ad structure, and other criteria. Ad eligibility
guarantees that only pertinent and compliant advertisements are taken into account for
placement.
3. Evaluation of Keyword Relevance: Google assesses the pertinence of the keywords
selected by advertisers to the user's search query. Keyword relevance plays a crucial role in
ensuring that advertisements are in line with the user's intention and provide significant
outcomes.
4. Determination of Bid price: Advertisers establish bid amounts, indicating the highest
price they are prepared to spend for a click on their advertisement. The bid amounts play a
crucial role in determining the level of competition among advertisers in the auction, as
bigger bids typically lead to more favorable ad placements.
5. Quality Score Assessment: The Quality Score for each ad is determined by Google,
taking into account criteria such as click-through rate (CTR), ad relevancy, and landing page
experience. The Quality Score holds great importance as it serves as a reflection of the ad's
overall quality and relevancy, ultimately impacting the ad's position and cost.
6. Ad Rank Calculation: Ad Rank is calculated by multiplying the bid price with the
Quality Score of the ad. Ad Rank is a crucial measure that determines the placement of an
advertisement on the Search Engine Results Page (SERP). A higher Ad Rank typically leads
to a more advantageous positioning.
7. Ad Positioning on the SERP: Advertising on the SERP are positioned according
to their Ad Rank, with advertising that have better rankings being placed in more
prominent positions. The placement of advertisements has a direct influence on the
visibility and probability of drawing user clicks.
8. User Engagement and Clicks: User engagement refers to the act of users clicking
on an advertisement, which results in the advertiser incurring a cost corresponding to
the bid amount. User engagement and clicks hold great importance for advertisers, as
they signify prospective conversions and a positive return on investment
 Example
1. Keyword Selection: Trendy Threads chooses pertinent phrases such as "winter
fashion," "stylish winter outfits," and "winter clothing sale."
2. Ad Creation: Trendy Threads produces aesthetically pleasing advertisements that
display its winter collection, accompanied by a call-to-action prompting viewers to
discover the most recent fashion trends.
3. Determination of Bid Amount: Trendy Threads establishes bid amounts by
considering its budget and the anticipated worth of a click for each keyword. As an
illustration, it may offer a bid of $1.50 for the keyword "winter fashion."
4. Quality Score Evaluation: Google evaluates the Quality Score of Trendy Threads'
advertisements by taking into account aspects such as keyword relevancy, past
performance, and landing page quality
5. Calculation of Ad Rank: The Ad Rank is determined by multiplying the bid amount
with the Quality Score. An elevated Quality Score has a favorable impact on the Ad
Rank.
6. Ad Placement on the SERP: Trendy Threads' advertisements are positioned on the
Search Engine Results Page (SERP) according to their Ad Rank. Obtaining higher Ad
Ranks guarantees superior placements, therefore ensuring visibility to customers
seeking winter fashion.
7. User Engagement and Clicks: Upon searching for "stylish winter outfits,"
consumers are presented with Trendy Threads' advertisement prominently displayed
at the top of the page. Trendy Threads incurs a cost proportional to the bid amount
when the ad is clicked.