Digital Marketing. Two words and a whole industry in their midst! A vast and ever-changing industry
which attracts everyone from college-going youngsters to octogenarians and which despite the
competition continues to grow in size and complexity.
Like any other challenging industry, this too takes time, patience and hard-work to master. And in an
interview for digital marketing, the most common questions continue to be the following:

 Explain digital marketing & ways of digital promotion:
Digital marketing is another form of brand promotion of a product where the product-related
broadcasts are done thru digital mediums and platforms which in some form or the other is linked to
the internet. Its forms include SEO & SCM, emails, Whatsapp messages, back & forward linking to
name a few. Essentially where it differs from yester-year’s traditional marketing is that there is
minimal marketing using physical means like paper, color, physical presence etc. Everything is in
cyber-space and available on some or the other gadget like mobile phone, tabs, computer and of
course, the TV.
 How can you optimise digital searches:
Searches in the digital world are based on hooking the right content and the hook constitutes the “key
words”. Get your key-words bang on target and the search engine shall come right back to your site
and your presence online. The entire activity is called Search Engine Optimization, SEO in short. And it
is not only key-words that help. Being original in writing, writing correct description in the meta-tags,
efficient back-linking etc also greatly help in optimising digital searches.
 Explain the terms on-page and off-page optimization:
On-page SEO means optimizing everything on a particular website so as to create the right hooks for
the search-engine to latch on to. It includes getting the precise keywords which describes one’s
activity closest + has the largest viewership, using the right language, pictures, description etc. In
short, it is to do with everything on a particular site or page. Off-page as the term suggests is about
doing every activity in the cyber-world- other than directly on the website which never-the-less gets
traffic for a particular site or page. Its most usual form is “back-linking” where upon clicking a link on a
third-party’s page, the visitor is directed back to one’s site. Where one does both these in the correct
way, hits to intended sites increases exponentially.
 Traffic to a website is low. What will you do to increase it?
Traffic to a site could be low due to a variety of reasons like dated content, wrong choice of keywords,
not-so-original content, bad language, generally unimpressive layout, generic content without any
differentiators, not-so-great marketing over other sites etc.
To increase the same, what could be needed is both on site and off site optimization as mentioned in
the previous question.
 Explain the key drivers in digital marketing ie. Where do you create presence?
To explain it better, take the case of Mr X who is looking desperately for a product, suppose a
refrigerator. Being reasonably clued onto the medium, his search mirrors how it works and what one
ought to do to increase presence.

Also read: Digital marketing trends 2018
o Affiliate Marketing: Not all marketing can be done by the marketer. Some of it can be by their
affiliates who promote their products. Refrigerators (in this case of X Company) can be sold on
Amazon, Flipkart, Shopclues etc. When they advertise, it becomes affiliate marketing.
o Email Marketing: A fairly simple idea where you send emails to designated people. Care should
be taken to avoid spamming.

o Display Marketing: Banner ads on any gadgets are its best examples. Most are paid for to the
site on whose page they are visible. To stand out, one needs to make it very interesting and
informative.
o Social Media Marketing: The fish-market in the digital world! From morning till night (and
beyond!), folks are on it for everything from toothpaste to Mars rockets! What would it take to
get the right advertisement to the right person on such platforms! Done right, it gets most
eyeballs these days!
o Video Marketing: If it moves, it sells. So, move it with videos and see your website get more
than your expected hits. Most videos invariably end-up with youtube from where they get linked
to websites. A good video is thus an asset!
o E-commerce Marketing: A powerful form of affiliate marketing, here in most cases, the e-
commerce company is as big if not bigger than the marketer! To get representation on sites like
Amazon, Flipkart, eBay etc. is in itself a great digital marketing presence!
o Content Marketing: A form of back-linking, content marketing is for those who think they have
original content to put before the world. Take the example of magazines such as “The
Economist”. Originality, authenticity and brevity in economic matters couldn’t get any better.
One can actually gain an audience by being very original and very readable. And, one can get the
same benefits by back-linking such content on the web. Provided the latter is done in the right
manner and spirits!

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