Assignment on Introduction to Digital Marketing

Running Head: Introduction to Digital Marketing
Table of Content:
Introduction to Digital Marketing...........................................................................2
Search Marketing................................................................................................... 3
Need
for SEO. 3
Amazon.com
Introduction to
Digital
Marketing
Tools of Digital Marketing

Digital Marketing: An analysis on Amazon P a g e | 1
SEO Process........................................................................................................ 4
Off Page SEO................................................................................................... 5
Search Marketing: PPC (Pay per click)...................................................................6
Digital Display Advertising...................................................................................10
E-Mail Marketing.................................................................................................. 14
Social Media Marketing:....................................................................................... 16
Mobile Marketing................................................................................................. 19
Analytics.............................................................................................................. 20
Strategy and Planning......................................................................................... 21
References:.......................................................................................................... 23

Digital Marketing: An analysis on Amazon P a g e | 2
Introduction to Digital Marketing
Digital marketing can be understood as the marketing of the product and
services using the digital channels to reach the consumers. It is the promotion of
products or brands through one or more forms of digital media. Some of the
examples of digital marketing are social media marketing, marketing through
internet, mobile marketing etc. Digital marketing has brought in disruption in the
marketing world. Traditional approaches of marketing like print advertisement,
television advertisement etc., have taken a backseat, and everyone is focussing
on digital marketing. Every company across globe is investing heavily in digital
marketing because of its numerous benefits(Mooney & Slobodian, 2016)
Search engine optimisation(SEO), Pay per click(PPC), Public relation(PR), Social
media marketing(SMM), Content marketing, Affiliate marketing, Viral marketing
& influencer marketing are some of the different types of digital marketing
strategies companies are adopting. These techniques have a great advantage
over the traditional approach in terms of the reach & targeting. The ability of
digital marketing to initiate a 2 way communication makes it extremely useful
tool in the hands of the marketers(Ryan, 2016). It also helps the companies to
successfully conduct market research, research on any new product the
company is looking to launch and also to collect and review the feedback shared
by the customers and handle their grievances. The biggest advantage of digital
marketing is the engagement and the conversation a brand can have with its
audience. Another major utility of digital marketing over traditional means is the
analytics, with the advent of digital marketing, marketers have gotten heaps of
consumer data regarding their preferences, their buying behaviour, likes and
dislikes, their hobbies, which when analysed provides useful information to the
marketers. Eventually after analytics segmentation, targeting and positioning
and remarketing becomes easier for them (Lanz & Carmichael, 2015)

Digital Marketing: An analysis on Amazon P a g e | 3
For the purpose of the study, Amazon.com is selected. Within the purview of
digital marketing, all strategies used by amazon, its relevance, importance and
its future scope will be discussed. The various digital marketing channels will
also be discussed at length along with analytics.
Search Marketing
Search engine optimization (SEO) is a digital marketing strategy which focuses
on increasing the visibility in organic (Non-paid) search engine results.SEO
covers both the technical & creative elements which are required to improve the
website ranking, drive more traffic on the website and increase the awareness in
search engines. Every website requires working on its SEO, not just to make it
search engine friendly, but it also makes the website better(Berman & Katona,
2013)
Need for SEO
Majority of the website traffic is driven by search engines (Google, Yahoo, Bing),
then comes various other social media platforms, affiliate marketing which
pushes the remaining traffic on the website. However, search engines are still
the preferred way of navigation for the users (Fishkin, 2015). The advantage of
search engines is that they provide targeted traffic, because people are looking
for your content, hence the users are highly filtered and targeted, thus if the

Digital Marketing: An analysis on Amazon P a g e | 4
search engine is unable to read the website, it will not show the website in the
search result, thus losing out an opportunity to gain a customer, resulting in
revenue loss. Targeted traffic to the website helps to gain popularity, revenue
and exposure like no other channel of marketing. Search engine requires SEO,
because they need to crawl through millions of website and come up with the
most relevant result to the user (Dwyer, 2015)
SEO Process
SEO process can be broken down into 7 steps
 Website analysis: It involves data gathering and competitor search, it
gathers data on existing traffic, current ranking of the website and some
of the best landing pages. Competitor research on the targeted keywords,
best performing pages and backlink discovery is done in this step
(Horowitz, 2014)
 Keyword research: Brainstorming keyword ideas, ranking the keywords
& data gathering is done in this step. Tools like Google keyword, word
tracker & SEO moz are used in this step for data gathering(Romanwoski &
Konak, 2016)

Digital Marketing: An analysis on Amazon P a g e | 5
 Onsite optimization: It requires website architecture, content and HTML
technical issues(Sauter, 2015)
 Content optimization: The most important element in website, it
requires working on the title, tags, keywords, converting Meta description,
landing pages with call to action, working on internal linking and easy
sharing of content (Blasco & Gunduz, 2014)
 Link building: It involves link consolidation, competitor assets, partner
links, freestyle links and natural link building(Zhang & Cabbage, 2017)
 Analysis and evaluation of the work
 Online reputation management: The last step of SEO process, which
requires brand monitoring, brand engagement and dealing with the
feedback (Kumar & Dash, 2017)
Key Elements of SEO
In order to understand the elements of SEO strategy, it is divided in two parts:
On Page SEO & off Page SEO
On Page SEO refers to the techniques which can be implemented on the website
to improve the ranking in Search engine results page, on the other hand Off Page
SEO refers to anything to everything that can be done outside the website to
increase the visibility (Seo & Jung, 2016)
 Content: Content of the website is the most important element of SEO
strategy. The content should be relevant and interesting for its users.
Average word count for a page should not be more than 300 words with
no repetitiveness on any other page(Seo & Emura, 2013)
 Keywords: While searching on search engine a user puts in the keyword,
and if the keyword is found on the website the result will display it. Hence
it is advised to use the keyword in the webpages and it should look like a
natural fit. Unnecessary fitting of keyword will not result in a good
SEO(Bucklin & Hoban, 2017)
 Meta title & meta description: The meta title is the title published in
the SERP, it can have a maximum length of 55 characters, an effective
meta tile should have at least 3 keywords in it and a well-crafted line to
define the business. Meta description on the other hand is the text which
is displayed in the SERP under the website(Jette, 2017)