Digital Marketing Workshop

Day 1 - The digital marketing workshop by Jayanta Chakraborti was organized by the university to provide us students with expert, industrial and practical knowledge on the subject. The Day 1 of the workshop started with us learning about the various web business models and their corresponding examples in the market. The evolution of e-commerce was also talked about in the session. It is said that digital marketing is a structured process, and the success of a campaign depends upon the ability of the company to follow the digital marketing process. The digital marketing process starting with Visibility and continuing with Traffic pull, engagement, lead generation, conversion, measurement and ending with retention was also discussed at length and ways in which each factor will help digital marketing and the ways in which it can help the businesses were also discussed. The concepts of remarketing and retargeting, web analysis and the data collection for it and the topic of customer lifetime value, the various pricing and payment techniques along with the ecommerce distribution channel were discussed.

Day 2 - On the second day of the workshop, we were taught about how Search Engine Marketing and Search Engine Optimization works. The technique of marketing a company through sponsored adverts that show up on search engine results pages is known as search engine marketing. Advertisers place bids on terms that customers of search engines like Google and Bing would use when looking for specific goods or services, giving them the chance for their adverts to show up alongside search results for those keywords. The tools and techniques required to draw the consumer engagement was also taught to us. Creating a webstore, web hosting were the main elements of discussion. We also understood how SEO is different from SEM which basically means the practice of increasing the visibility of a website on organic ("natural" or un-paid) search engine result pages (SERPs).

Day 3 -On the second day, we covered the points spinning around Search engine optimization and SEM. Keyword Planner, Google AdWords, and the AdWords Auction were all discussed. Businesses and marketers can use these services to connect with billions of people who are using Google Search to find answers, watch videos on YouTube, discover new places on Google Maps, download apps from Google Play, and browse content on the web. We learned how the new Google Ads brand makes it easier for businesses of all sizes to choose the best solutions for their needs, creating valuable, dependable advertisements and providing the best customer experiences. Throughout the long term, promoting with Google has developed from assisting organizations with associating with individuals on Google Search to assisting them with interfacing with clients at each step of the customer venture through text, video, and show, and that's just the beginning. We went on to discuss the AdWords auction in greater detail. There are five main metrics: Your bid, the quality of your ads, the expected impact of your ads, the rank of your ads, and the ad's relevance and context. The bidder's bid amount and the relevance of the advertisement determine the ad rank. We also learned how to use the bid money effectively and produce high-quality content to keep visitors on the page.

Day 4 - On the fourth day of the workshop, we performed some practical analysis on problems and learned how to adrank algorithm works. it is calculated by CPC* Quality score. Programmatic advertising also determines the targeting and ad position. Algorithms like DSP (Demand Side Platform) and SSP determine the position. and case studies related to twitter analytics, Instagram analytics, Facebook analytics and YouTube analytics. The measurement metrics used in the excel helped us to identify how to measure the digital performance of the company through different analytics. Overall, the workshop created a great impact on all of us and made us understand the core elements of digital marketing.Overall, the session was fruitful. Students learnt about the different aspects of the digital marketing that can be applicable in the real world. Through this they gained the theoretical as well as the practical knowledge of different concepts of the digital marketing like ad word, SEO, SEM, digital marketing funnel, traffic pulls etc. This workshop will be very useful for the students in the future endeavor.