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Digital Marketing Overview

Digital marketing typically refers to marketing campaigns that emerges on a PC, mobile phone, tablet, or on other devices with an internet access in it. It can be done in many ways like social media posts, videos, and display ads.

Digital marketing is basically a promotion of brands to connect with potential customers through digital platforms and internet, before the digital marketing introduced in the market traditional promotion techniques were used i.e. billboards, magazine ads, television, etc. Now all the organizations opt for both the promotion techniques to get sales and stand in the market.

In simple and easy language to promote anything through digital communication, it is called digital marketing. The abilities that an individual will develop during this course are SEO (Search engine optimization), SEM (Search engine marketing), branding, marketing analytics, Social media and content marketing.

You can get quite a lot of job opportunities such as SEM Manager, SEO Specialist, Digital Marketing Manager, Email Marketer, PPC Search Manager, Conversion Rate Optimizer, Market Research Analyst and Content Marketer/Manager, etc.

Types of Digital Marketing

There are so many ways to do digital marketing to interact and connect with your audience. You have to choose who your audiences are and what is the right place and right time to do promotion. Some of the examples are given below:-

SEO (Search engine optimization)

Search engine optimization (SEO) – it basically helps in improving the website visibility to the audience. The better the visibility to the people the better you will get attention or else you the bounce rate on the website will increase. And also remember to target the right audience to get more customers to your organization or business.

The most important elements to keep in mind while optimizing website includes:-

  • Mobile-friendliness
  • Quality of content
  • Number and quality of inbound links
  • Level of user engagement

E-mail marketing

E-mail Marketing – it is a simple concept and easy to understand, in this marketing you have to send a promotional message that may attract the person and he/she may clicks on it.  

Firstly remember that the e-mail you are sending to a person is wanted by them and relevant for them.

  • Specify clearly what kind of mails the subscriber will get
  • Integrates both transactional and promotional emails
  • Offers a clear unsubscribe option

PPC (Pay-per-click) Marketing

Pay-per-click (PPC) Marketing – it is a platform where you post an advertisement and have to pay every time someone clicks on it.

Advertisement based on a number of factors, including:-

  • Ad quality
  • Landing page quality
  • Keyword relevance

Content marketing

Content marketing – SEO (Search engine optimization) plays a very vital role in content marketing because on the basis of distribution of valuable content and relevance content provided to the targeted audience.

The mail goal of the content writer is to attract the audience or leads that may converted into a customer for the organization or business. It is little difficult than the traditional marketing or advertising.

Content marketing is little tricky as it includes marketing writers or content writers to be able to rank highly in SEO results. They have to interact with lead through their content, further that lead will become customer to that brand or organization.

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Digital Marketing Eligibility Criteria

The eligibility criteria to get admission in digital marketing course that you have to be graduated in any stream from a recognized university or college i.e. AICTE/UGC/DEC/AIU. In this course it is not required to be marketing graduates or a commerce graduate student. An engineer or an entrepreneur or anyone else can also choose this course and make a career digital marketing.

The eligibility for International students is that they must have done graduation or equivalent from any recognized university or college in their respective country

Entrance Exams for Digital Marketing

There is no separate entrance exams organized for getting admission to Digital Marketing, it is considered under the BBA and MBA programms. Some entrance exams that are organized in which you appear for admission to Digital Marketing/ BBA in Marketing /MBA in Marketing are given below for both UG and PG courses:-

PG level entrance exams: – CAT, XAT, SNAP, MAT, CMAT

UG level entrance exams: – DU JAT, DSAT, NPAT, B-MAT, DSAT, PESSAT

Digital Marketing Syllabus

Before taking admission in the digital marketing course, you should go through the given below syllabus:-

Facebook Marketing Fundamentals

Profiles and Pages

Business Categories

Creating Facebook Pages

Page Info and Settings

Facebook Page Custom URL

Invite Page Likes

Featured Video

Pin Post and Highlights

Scheduling Posts

Facebook Events

Reply and Message

Facebook Insights Reports

Competitor’s Facebook Page

Ban User on Facebook Page

Connect with Twitter

Facebook Ad Campaigns

Organic v/s Paid

Defining Ad Objective

Performance Matrix

Ad Components

Designing Creative Image

Facebook Ad Structure

Setting Up Facebook Ad Account

Create Ad – Targeting

Create Ad – Budgeting

Create Ad – Creative

Content and CTA

Boosting Page Posts

Page Promotion

Video Promotion

Similar Ads and Audiences

Tracking Pixels Code

Remarketing – Website Visitors

Custom Audiences – Look Alike

Custom Audience – Saved Group

Managing and Editing Ads

Ad Reports and Ad Insights

Billing and Account

Facebook Advance Strategies

Facebook Business Manager

People, Pages and Roles

Ad Accounts Configurations

Ad Agencies and Assigning

Shared Login for FB Business A/c

Power Editor

Email Targeting on Facebook

Facebook Offers

CTA on Page

Posts for Location

Google Adwords

Understanding Adwords

Google Ad Types

Creating Ad Campaigns

Pricing Models

Creating Text Ads

Creating Ad Groups

PPC Cost Formula

Bidding Strategy for CPC

Ad Page Rank

Keywords Control

Adwords User Interface

Keyword Planning


Bidding Strategy on Location/Schedule/Devices

Conversion Tracking Code

Designing Image Ads

Creating Animated Ads

YouTube Video Promotion

Remarketing Strategies

Remarketing Rules

Remarketing Tracking Code

Linking Google Analytics

Designing Remarketing Images

Shared Budget

GWD Software

YouTube Marketing

Video Flow

Branding Watermark

Google Pages for YouTube Channel

Verify Channel

Webmaster Tool

Associated Website Linking

Custom Channel URL

Channel ART/Links/Keywords

Featured Contents on Channel

Channel Main Trailer

Uploading Videos

Uploading Defaults

Channel Navigation

CTA – Annotation

CTA – Extro

CTA – Cards for Mobile

Redirect Traffic to Website

Post Upload Enhancements

Live Broadcasting

Managing Playlists

Managing Comments

Managing Messages

Monetization with Adsense

Paid YouTube Channel

Channel Analytics

Real Time Analytics

Google Plus for Business

G+ Pages Ranks Higher

Google Plus Profile

Google Local Business

Google + Company Page

Adding Contact Links

Utilizing +1 Button

Managing Circles

Posting Contents

Google Hangouts

Social Relevance to G+ in Adwords

Sharing G+ Buttons on Website

HashTags and Mentions

Review and Testimonials

G+ Mobile App

Integration with Website

LinkedIn, Twitter and Pinterest

Creating LinkedIn Account

Updating Contact Information and Links

Designing Profile and Summary

Managing Connections

Advance Searching

Endorsements – Publishing and Receiving

Creating LinkedIn Company Page

Updating Products and Services

Creating Showcase Pages

Engaging with Updates

Running Paid Campaigns

Recruitment through LinkedIn

LinkedIn Groups

LinkedIn Mobile App

Marketing on Twitter & Pinterest

Google Analytics and WebMaster Tool

Web Analytics

Integrating with Website

Measurement Metric

Accounts and Profiles

Analytics Reporting

Sorting, Filter and Time Chart

Audience Segmentation

Traffic and Behaviour Reports

ReMarketing Audiences

Goals and Conversion Reports

Developing Intelligence Report

Google Webmaster Tool

Setting up Tool for SEO

Adding and Managing Assets

Integrating WebMaster Tool

Site Map and Site Links

Search Traffic and Links

Google Indexing

Managing Crawl Errors

Managing Security Issues

Search Engine Optimization (SEO)

Understanding SEO

SEO Keyword Planning

Meta Tags and Meta Description

Website Content Optimization

Back Link Strategies

Internal and External Links

Optimizing Site Structure

Keywords in Blog and Articles

On Page SEO

Off Page SEO

Local SEO

Mobile SEO

eCommerce SEO

Optimizing with Google Algorithms

Using WebMaster Tool

Measuring SEO Effectiveness

Digital Marketing Fundamentals

Marketing v/s Sales

Marketing Mix and 4 Ps

What is Digital Marketing

Inbound vs Outbound Marketing

Content Marketing

Understanding Traffic

Understanding Leads

Strategic Flow for Marketing Activities

Website Planning and Structure

Core Objective of Website and Flow

One Page Website

Strategic Design of Home Page

Strategic Design of Products & Services Page

Strategic Design of Pricing Page

Portfolio, Gallery and Contact Us Page

Call to Action (Real Engagement Happens)

Designing Other Pages

SEO Overview

Google Analytics Tracking Code

Website Auditing

Designing WordPress Website

Top Companies offering jobs in Digital Marketing

At present, all the organizations cannot be imagined without digital marketing. So they are hiring digital marketing professionals who can help the organization to increase its presence on the internet or digitally. Given below some of the top companies who hire digital marketing experts in various capacities are:-

  • Google
  • Webchutney
  • Quasar Media
  • iStrat
  • Foxy Moron
  • AdGlobal360
  • Social Panga
  • Resultrix
  • SapientRazorfish
  • iProspect India
  • Reprise Media India
  • Langoor
  • Xebec Digital
  • Facebook
  • WATConsult
  • Mirum India
  • Pinstorm
  • BCWebwise
  • Interactive Avenues

Well known colleges for Digital Marketing in India

Given below is the list of top rated colleges offering Digital Marketing in India:-

  1. Symbiosis Centre of Distance Learning
  3. D. Y. Patil Vidyapeeth
  4. ICFAI Business School (IBS)
  5. IIBM Institute of Business Management
  6. Chandigarh University
  7. K L University
  8. University Of Petroleum and Energy Studies (UPES)
  9. SP. Jain Institute of Management and Research
  10. Suresh Gyan Vihar University (SGVU)

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