EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 3

Search Engine Optimization or SEO
It is wisely said that "If your business cant be found on the search engines, you basically don't exist."

What is SEO?

Marketing tactics to get high natural search rankings in search engines for keywords that are important to your business. It helps significantly to increase targeted traffic to your website.

Who are the Search Engine Players?

• Google: 88.8%
• Bing: 6.2%
• Yahoo: 3.4%
• Ask.com: 1.2%
• Others: 0.4%

Search Engine's Goals and Objectives

1. Accumulate large index (database) of web documents to search
2. Provide highly relevant results to users (even better than competitors)
3. Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic.

Anatomy of a Search Engine:

• Search Box on the Top
• Just below the search box and on the right side of the page, there is sponsored listings or PPC
• Below sponsored listings is organic results or SERPs. (search engine result pages)

How do Search Engines Work?

• Spider "crawls" the web to find new documents i.e. Web pages typically by following hyperlinks from websites already in the database.
• Then search engine indexes the content (text, HTML codes) in these documents by adding it to their huge databases and periodically updates this content.
• After this, search engine searches its own database when user enters in a search to find related documents.
• Finally search engine ranks resulting documents using an algorithm that assigns various weights to various ranking factors keeping the most relevant on the top.

Google Query Life Cycle

• Query comes
• It goes into Google web servers
• The google web servers then indexes their database servers
• Google then document these servers
• And finally it goes to the Google user.

Know More about  EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 3


About Us


DGMC is supported by its parent body Rajasthani Sammelan which has been in the field of education for the past 60 years. The educational body supports and facilitates learning activity for approximately 14000 students from primary to post-graduation.

Today’s young media generation is highly equipped with technology that enables them to imagine, visualize and innovate. This is an important reason for the large amount of eminent independent production across various media portals. Youngsters, dedicated to hard work have managed to create wonders with their innovative way of communication.

EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 2

Tools and Channels of Digital Marketing
Marketing has changed quite a bit since the Internet became a new channel to reach prospects and customers. While old school channels like television, radio, magazines, etc. are still important to marketing plans and strategies, inbound marketing is also extremely important. In the years that marketers have taken over the Internet, some vital lessons have been learned. There are different tactics, practices, results, and tons of curve balls in the game of Digital Marketing.

Along with these, there are some amazing marketing tools that can help make reaching your audience, creating online marketing campaigns, engaging with customers, and measuring results, a lot easier.

Here is a list of essential digital marketing tools that are sure to help in your overall marketing goals.Website

A well designed website is one of the most primary tool of digital marketing. Before creating a website, it is important for you to ask yourself these questions:

• Why you need a website?
• What will be your domain name? Who will be your hosting provider?
• What will be your logo look like?
• What kind of content you will cover in your website?

A website is important which can be a brand itself of your company and will add credibility of your organization. It is important for you to keep in mind these points:

There should be a logical roadmap i.e. Your vision should be clear for creating a website. Keep it simple, sober with minimum usage of flash.

Crucial Information

You should cover all important information about your business. Take any XYZ restaurant, for example —  "everyone wants music and in their giant 'about' page," the basic things like the menu, contact information and directions should be integral. 

Correct contact information

How many times do you visit a website and think 'how hard is to contact this company?' Have a number, email, address and a contact form easily accessible and visible,". It makes a difference because there's nothing more frustrating than being unable to get in touch with a needed business or service.

Clear navigation

A map is useless without a legend and a website is useless without clear navigation. Make sure you use easy-to-understand and logical names for the various pages of your site — contact, about, FAQ, etc. Being clever or cryptic will just be a turnoff for users. When developing your navigation strategy, you should consider a call to action. What is it that you want people to do on your site? Place an order? Email for a quote? Become a member? Come to your brick-and-mortar store? Call to speak with a customer service rep? Make your goals clear and obvious.

Security

If you're selling anything online, you need to put some effort into securing your site with an SSL certificate. The SSL will encrypt communications between you and your clients (i.e. a credit card number, Social Security number), which will allay their fears of providing such information, since there's so much identity theft on the web.

Social Media Integration

There are a lot of social platforms out there, and you should promote your presence on them on your website like Twitter, Facebook, YouTube, Pinterest, Google+, LinkedIn, Foursquare. Integrating these platforms into your website will help boost your SEO, improve your business' footprint on the social web and build your following across numerous social platforms.

A mobile ready platform

Smartphones and tablets are driving an increasing amount of web traffic, and the numbers are only going to grow as mobile devices become cheaper and more mainstream. Andy Chu, director of Bing for Mobile, says 70% of task completion happens within one hour on mobile sites, meaning that people are often browsing on the web with intent — they're looking to do something, buy something or go somewhere. If someone searches for a restaurant on his smartphone, he's likely to eat at that restaurant within the hour, says Chu. So your website better be readable on handheld devices.

 Know More About  EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 2

About Us

DGMC is supported by its parent body Rajasthani Sammelan which has been in the field of education for the past 60 years. The educational body supports and facilitates learning activity for approximately 14000 students from primary to post-graduation.

Today’s young media generation is highly equipped with technology that enables them to imagine, visualize and innovate. This is an important reason for the large amount of eminent independent production across various media portals. Youngsters, dedicated to hard work have managed to create wonders with their innovative way of communication.

EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 1

Introduction to Digital Marketing
“A website must be supported with marketing and advertising if it is to become a true business channel” – Sam Saltis (Founder & CEO @ bwired)

What is the Marketing Process?

• Attraction
• Conversion
• Retention

What is Digital Marketing?

Digital Marketing is the advancement of your organization or brand using one or more of the various digital channels, such as email, cellular phones and social networks.

The Digital Landscape

• What are your goals?
• What do you want?
• What are your needs?
• What you can afford?
• Who are your consumers?

Students? Adults? Children? Corporates ? It can be anyone of these or maybe all of them.

Why has Digital Marketing become so popular?

The key drivers are:

• Relationship Building
It is one of the most powerful weapons for the long term retention. You can create long term values with effective relationship building. Maintaining regular communication with your clients is aided efficiently through digital channels. For example: Amazon emails suggesting products you may like if you simply subscribe on their website.

• Measurability
Digital Marketing offers substantial opportunities to measure everything, starting from ROI to engagement and behaviour. There are two classifications of measurements: Quantitative and qualitative. 

Quantitative measurements can be easily counted, measured or weighed. Qualitative measurements cannot be easily measured and are more sensory, behavioral, and even emotional. While quantitative items are easy to measure, the qualitative takes more effort and analysis. The key to success is to find a way to correlate the immeasurable with the measurable. 

In digital marketing, there are quantitative measurements (views, clicks, volume i.e. Number of likes and tweets, time) and qualitative (complaints, feedback from surveys). With the help of Google Analytics you can check various number of things for your website. Like how many people clicked your site, how many bounced back, how many visited your site again and so on.

• Cost
Heightened by downturn, usage of digital channels is highly cost effective. 

Let us understand this with an example:
Mr Ajay has been appointed for promoting a National Art Exhibition. So he identified around 4000 people within a 50 miles radius fitting into predefined criteria. He worked with designers to create invites. Then he got those invites printed for all the 4000 people. He hired a person who stuffed those invites in an envelope and also got it posted to those people. It involved transportation as well as other overhead costs. 

After this was done, he noticed that only 65 people responded to his invites out of 4000 and out of this 65, 10 people said they won’t be able to attend the exhibition. 

He asked himself a few questions
- Why so low response?
- How many actually received the invites or how many looked at the invite?
- How many wanted some more information?
- How many actually saw it and read and decided to come? 

He was not happy that after such a hard work and spending so much, only 55 people attended the exhibition. Had he been done the same inviting via Digital Marketing, considering email marketing as an option, he would have saved a lot and response would have been much better. How? Please check below.

Know More About  EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 1

About Us

DGMC is supported by its parent body Rajasthani Sammelan which has been in the field of education for the past 60 years. The educational body supports and facilitates learning activity for approximately 14000 students from primary to post-graduation.

Today’s young media generation is highly equipped with technology that enables them to imagine, visualize and innovate. This is an important reason for the large amount of eminent independent production across various media portals. Youngsters, dedicated to hard work have managed to create wonders with their innovative way of communication.

INTRODUCTION TO TYPOGRAPHY

Introduction
Typography plays a big role in graphic design and can be one of the hardest things to get right. My aim here is to introduce some of the basics and the most common areas of typography that will be important in your graphics design work.

Typography plays a big role in graphic design and many designers are very passionate or opinionated about it. For this reason it is a very hot topic in design circles.

Developing your own skills in typography will take time and it can be one of the hardest things to get right. It is best to get a solid understanding of the basics as soon as possible in your education and career. However, it is a complex subject with a massive amount of detail which cannot be explained in just one article. So my aim here is to introduce some of the basics and the most common areas of typography that will be important in your design work.

So what is Typography?
Typography is an art form that has been around for hundreds of years. Words and text are all around us every day in almost everything we do. In every piece of type you see, somebody has considered how the letters, sentences and paragraphs will look in order for it to be read by us, or make us feel a certain way when we look at it. Sometimes it is done well, others not. Often it is us graphic designers who are the ones deciding how it will look, in our brochures, our logos, our websites and so on. The better we are at this, the more effective our designs will be.

Good typography comes from paying attention to tiny details as this can make the difference between graphic design work that is just acceptable or really good. There is more to it than just choosing fonts and making copy look good though – it is also about making things legible and readable (some of most basic functions of good typography) as well as making layouts look good in an aesthetic way.

Typographic basics
The following is an explanation of some common areas of typography. Learn More About Typography in Our Graphics Designing Course

Typeface or font?
Let’s get this one cleared up straight away! Designers are often unsure of the difference between these two, as they are both well used terms for the same thing. Actually, a typeface is a family of fonts (such as Helvetica Regular, Helvetica Italic, Helvetica Bold, Helvetica Black, etc.) but a font is one weight or style within a typeface family (such as Helvetica Regular).

Typeface classifications
There are many different classifications and sub-classification of typefaces, but the most common two types you will hear of are: Serif – these typefaces are the more traditional ones. They are distinguished by a short line or finishing stroke on the end of character strokes and stems (shown in the anatomy diagram below) and; Sans-serif – as the name suggests, these are distinguished by their lack of any Serifs. They only became popular in the nineteenth century and are considered modern as a result.

Know More About INTRODUCTION TO TYPOGRAPHY ?

Online Communities

Involvement of citizens for better governance is a very innovative idea. BJP has started this drive to form online community to get inputs from the citizens. These inputs will be forwarded to the government for action.

These inputs will be very significant to the government for deciding guidelines, prioritizing issues to take action, but the major concern is how many people will get involved? Especially in Indian scenario, where 60% citizens are in rural areas and don’t have connectivity to internet. The youth will contribute and that too of urban areas.

Will the government get clear picture of the important issues through these online inputs? or is This innovative initiative is too early for Indian scenario?

Shubhangi Dharma

www.dgmcms.org.in 

Subhangi Dharma is a permanent faculty member at DGMC. She is a senior faculty and heads the Mass Communication Department at DGMC.

Metaphor of Darkness

The period of about seventeen years from 1941 to 1958 in the context of American cinema tells us the similar story of a rebellious, highly eloquent and symbolic journey of cinema against so- called bourgeoisie and its hollow propaganda of borrowed heroism, lackadaisical society and opportunistic politics. The darkness that covered in the lives of the common man and the discrepancies faced while meeting the faces of survival disturbed equilibrium of relationships which came out as the bitter truths of life. American life was dwelling in the realm of doubt, despair and quest. The times after World War II laid the same tracks of manipulating the common man. A disillusioned mind and was fed up of walking in the dark as there was no proper path to be followed where these fundamental queries met their solutions. The ‘age of doubt’ has injected lethargy in the mindsets of the people who were grappled in the dichotomy of orthodox values and never dying patriotic spirit. But this darkness then bounced back with profundity through dark cinema after the war in America, famously known as ‘film noir’. Although it is one of the most vibrant, technically remarkable and aptly contextualized movements in the history of cinema; it still remained the less talked about as compared with that of the Westerns and Gangster films. The very questioning of the structures and disregard to the presumed conventions helped film noir to come out like a trait of modernity in the context of post war American cinema.

                                  

The typical low key lighting shots, passionate camaraderie with the darkness, shady locales in the cities and the characters voicing the manipulated, enthralled psyche of the common man came out as a modernized way of looking towards the harsh and the real face of life. It can be said that the movement of ‘film noir’ not only showed the new way of perceiving the reality but also represented this face of life through unique characteristics. The best example can be the femme fatale. The powerful, seductive woman who takes on the corrupt world to establish her own regime and succeeds in practicing her own terms and conditions. A treacherous woman, using her sexuality was new to the screen and was received with a great curiosity in her image and also in the thought which substantiated it. This was considered as a modern depiction of women on screen as these images stood not only for their emancipated nature but also for transgressing stepping in so called ‘male’ territories. It is observed in urban Indian cinema where an accomplished woman takes on her male counterpart to seek redemption of her orders or desires. In case of Indian films, we have seen the traits of this treacherous woman in number of gangster movies. But she had a fixed plan when we locate the loss of her authority and ideals in this immoral world. She has been struggling hard with the harsh face of reality and making terms with it.

        

In Jism (2002), Sonia played by Bipasha Basu followed all the possible traits of noir and it succeeded in translating the similar codes of sexual explicitness. The strong, seductive, adulterous femme fatale Sonia played by Bipasha Basu manipulates a lawyer Kabir Lal (John Abraham) to conspire the murder of her business tycoon husband (Gulshan Grover). Kabir who falls prey to her ways, gets entrapped in her love succeeds in killing her husband as per the plan but comes across the double standards of Sonia’s ruthlessness. Lack of social inclusion and moral freedom has been symbolized by the incapability of Sonia’s husband in loving her. This is why she steps out of her sphere.

In recent example of Hate Story (2012) and its sequel Hate Story 2 (2014) we come across such a new age rebellious woman who defies norms of traditionalist right wing politics to restore the order of her love life. In its prequel, a woman conspires for avenging her fallout in ruthless competition of corporate world. The sequel speaks about her bitter rising above her fears of the manipulative patriarch.

With the visual analogy of shadows and a backdrop of the socio- political turmoil; we are able to draw upon the significant cinema of depression. The films openly dealt with the impulses and tendencies of the mind which were discussed in isolation in a ‘low key’ lighting tone. But film noir had the audacity to present the society as it was and was extremely influential, inspiring for the cinema of the coming generations. There are many instances of the films after 60s and 70s which went back to these works or straight away influenced by them, following the trailing shadow of their precursors. According to me, there are very few film movements in the history of cinema which have made a profound impression through both - their cinematic styles and codes and the contemporary epoch they addressed to. The greatness of film noir thus lies in its modern element. The films of ‘neo noir’ followed a postmodern trait like incredulity of the preset conventions but the main difference can be viewed in case of the Indian noir films of the recent times that in order to be incredulous the conventions, we are setting new conventions for new age identities. These identities- mainly of women making their way through a difficult ways find their expression of freedom. They add a new parameter for darkness on screen.

Amol Jadhav

Assistant Professor

www.dgmcms.org.in  

Amol is an independent filmmaker with an academics specialization in film language, criticism & technique. He owns an independent production house that produces short films documentaries & features films, which have been featured in various reputed film festivals across the globe. He has combined cinema on academics and professional levels thus giving it a new paradigm.

Genre: Meaning and Substance

There are occasions when you have to choose from the wide array of options to make certain choices. These choices somehow depend on or reflect on our positions. Where are we speaking from and who we are? Such selection marks a step in forming a specific meaning. The important aspect of this process is that these options and their selection, the exercise of their practices resonate with people. It decides the communication with the self and its tendency. These choices are definitive in order to generate a social response. But follow a specific mechanism of that has categories. The Greek word generous gave out genres- meaning categories, modes, options or tools. These options or categories form the set of styles in audio, visual, written or spoken mode of meaning. As these meanings add value and truth to any entity; genres come out as a crucial tool to differentiate and hence, evaluate the meaning.

It was Plato who came out with the concept of categorization depending on its nature and implementation. It began with the theory of mimesis that spoke about the imitation behind the work of art; as a painter ‘mimics’ scenic beauty and reproduces it with his impression on canvas. Plato states in Ion, that poetry is the art of divine madness or inspiration. Because the poet is a subject to this divine madness and therefore it is not his/her function to convey the truth. The truth that the poet or the artist finds is therefore removed from reality making a work of art a mere imitation. Plato’s categorization thus outlined the relation between work and its impression. The work of art had a specific realm in which it connected the codes of resemblances of behavior. The very act of resemblance provided a mirror image that evaluated the impression of art on its audience. It was Aristotle, Plato’s disciple and teacher to Alexander the great; who in 324 BC figured out the exact framework for this categorization based on the notions of tragic and comic components of the works of literature in those times. Aristotle linked the impact of these works and their psychological mechanism. The arousal of tragedy, response to comedy and influence of heroism has been used effectively to categorize their definitive impacts. This link has provided the necessary paradigm of the actions and impacts, rather than the impressions.

Genres then underwent a surgery that modified its references with their relevant impacts over the time. Characters were evaluated on the basis of particular ‘choices’ that derived their rise and fall. A certain kind of choices and their performances established a school of thought (or so to say) that formulated referent meanings. Douglas Kellner writes in his essay Television Images, Codes and Messages, that “[…] a genre, once established, dictates the basic conditions of a cultural production and reception.  For example, crime dramas have a violent crime, a search for its perpetrators, and often a chase, fight, or bloody elimination of the criminal, communicating the message that ‘crime does not pay’ […]” Similarly, all media- film, television, advertisements, so on and so forth; are based on texts, which all fall into various categories or genres.  The scholarly interest in genres has developed in recent years because we have become concerned about how genres affect the creation of television programs, like family drama, crime investigation and what are the social, cultural and political implications of different genres may be. These attempts of fixing and de-fixing of stories/ texts show how genres begin and evolve. Why genres are fused into one another to form a newer impression and why some genres, such as the western, died out after years of great popularity.  The evolution of a genre as a term of reference and its eventual dwindling is certainly a result of periodic amendment of choices. Genres, as categories or modes, change their routes and touch upon newer territories of meanings. Then why are we familiar with genres? It is because we are able to identify the similarities, distinctions and symbols that are born out of the codes which formulate our actions and their meanings. The actions, stemming out of these imitations align themselves in a pattern that maps and re- maps our understanding for certain thing. Then the subjects, conventions, settings and themes are defined where we find ourselves in them as characters. We find ourselves in this act of justifying actions, categories of certain behaviors and form a meaning.

Amol Jadhav

Assistant Professor

www.dgmcms.org.in  

Amol is an independent filmmaker with an academics specialization in film language, criticism & technique. He owns an independent production house that produces short films documentaries & features films, which have been featured in various reputed film festivals across the globe. He has combined cinema on academics and professional levels thus giving it a new paradigm.