Digital marketing is the use of websites, apps, mobile devices, social media, search engines, and

other digital means to promote and sell products and services

The new technologies and trends forced companies to change their marketing strategies and
rethink their budgets. Some of these technologies are as follows

• Email Marketing
• Search Engine
• Social Media
• Content Marketing
• Electronic portable devices .

Types of Digital Marketing Channels

Digital marketing channels have evolved since the 1990s and continue to do so. Here are eight
of the most common channels in use today.

Website Marketing
Companies often use their own website as the centerpiece of their digital marketing activities

Content Marketing
The goal of content marketing is to reach potential customers through the use of written, visual,
or video content that interests them.

Pay-Per-Click Advertising
Pay-per-click (PPC) advertising enables marketers to reach audiences on news and other
websites and digital platforms through paid ads

Email Marketing
Email marketing is still one of the most effective digital marketing channels, though many
people associate it with spam and treat such messages accordingly.

Social Media Marketing

The primary goals of a social media marketing campaign are to build brand awareness and
establish trust.

Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the digital world has given it
new life.

Video Marketing
A lot of internet users turn to sites like YouTube before making a buying decision, to learn how
to do something, to read a review, or just to relax.
Text Messaging
Companies also use text messages (formally known as SMS, or short message service) to send
information about their latest products and promotions.

Types of Digital Marketing Channels

Digital marketing channels have evolved since the 1990s and continue to do so. Here are eight of
the most common channels in use today.

Website Marketing
Companies often use their own website as the centerpiece of their digital marketing activities.
The most effective websites represent the brand and its products and services in a clear and
memorable way. A website today must be fast-loading, mobile-friendly, and easy to navigate.

Pay-Per-Click Advertising
Pay-per-click (PPC) advertising enables marketers to reach audiences on news and other
websites and digital platforms through paid ads. Marketers can set up PPC campaigns on Google,
Bing, LinkedIn, X (formerly Twitter), Pinterest, and Facebook and show their ads to people
searching terms related to their products or services.

These campaigns can segment users based on their demographic characteristics (such as age or
gender), or their particular interests or location. The most widely used services for PPC are
Google Ads and Facebook Ads.

Content Marketing
The goal of content marketing is to reach potential customers through the use of written, visual,
or video content that interests them. That content is usually published on a website and then
promoted through social media, email marketing, search engine optimization, or even pay-per-
click campaigns. Content marketing attempts to be more subtle than advertising, and the product
or service the sponsor is attempting to market may or may not be conspicuously highlighted.

Email Marketing
Email marketing is still one of the most effective digital marketing channels, though many
people associate it with spam and treat such messages accordingly. Many digital marketers use
their other digital marketing channels to collect names for their email lists. Then, through email
marketing, they try to turn those leads into customers.

Social Media Marketing

The primary goals of a social media marketing campaign are to build brand awareness and
establish trust. As you go deeper into social media marketing, you can use it to obtain leads and
as a direct marketing or sales channel. Promoted posts and tweets are two examples of social
media marketing.
Affiliate Marketing
Affiliate marketing is one of the oldest forms of marketing, and the digital world has given it
new life. In affiliate marketing, companies and individual "influencers" promote another
company's products and get a commission every time a sale is made or a fresh lead is added to
their list. Many well-known companies, including Amazon, have affiliate programs that pay out
millions of dollars to affiliates that help sell their products.

Video Marketing
A lot of internet users turn to sites like YouTube before making a buying decision, to learn how
to do something, to read a review, or just to relax. Marketers can use any of several video
marketing platforms, including Facebook Videos, Instagram, and TikTok, to run a video on
marketing campaign. Companies find the most success with video by integrating it with SEO,
content marketing, and broader social media marketing campaigns.

Text Messaging
Companies also use text messages (formally known as SMS, or short message service) to send
information about their latest products and promotions. Nonprofit organizations and political
candidates also use texting to promote themselves and solicit donations. Today many marketing
campaigns make it possible for consumers to make a payment or donation via a simple text
message.

Key Performance Indicators (KPIs) in Digital Marketing

Digital marketers use key performance indicators (KPIs) just like traditional marketers. KPIs let
them measure the long-term performance of their marketing initiatives and compare those to
their competitors' efforts.

The following are some of the most common KPIs that marketers can use to gauge how well
they're doing:

• Click-through rate: This KPI is commonly used to measure the effectiveness of online
advertising, by counting the number of people who clicked on a particular ad as a
percentage of all the people who might have seen it.
• Conversion rate: The conversion rate goes even further than the click-through rate to
compare the percentage of people who took some desired action, such as making a
purchase, to the total audience that a particular ad or promotion reached.
• Social media traffic: This tracks how many people interact with a company's social
media profiles. It includes likes, follows, views, shares, and/or other measurable actions.
 • Website traffic: This metric tracks how many people visit a company's website during a
given time period. Among other uses, it can help companies judge how effective their
marketing efforts are at driving consumers to their site.

Importance of digital marketing

• It is a new thing .
• It is flexible
• It is easy to learn and operate
• It is eco friendly
• It has wider reach to audience
• Of first more job opportunities
• Small investments tends to bigger returns
• measures immediate result

Digital marketing landscape

The landscape of digital marketing referring various channels, techniques, and tools to outreach
to customers through paid and organic marketing processes. It consists of content marketing,
search engine optimization, social media marketing, PPC campaign, email marketing video
marketing etc.

Components of DML

• social media landscape.

• marketing landscape,
• technology landscape
• media landscape

Benefits of digital marketing landscape

• Broader Reach and Access

• Cost-Effectiveness
• Measurable Results
• Precise Audience Targeting
• Higher Conversion Rates
• Flexibility and Adaptability:
• Improved Brand Awareness

Disadvantages

• High Competition and Saturation

• Ad Fatigue and Consumer Distrust
 • Data Privacy and Security Concerns
• Rapidly Changing Environment
• Technical and Analytical Skills Required

KEY DRIVERS OF DIGITAL MARKETING

1. Data Analytics and Insights

Access to vast amounts of data helps businesses understand customer behavior, preferences, and
trends. This data-driven approach enables personalized marketing and more effective targeting.

2. Mobile Technology and Devices

With smartphones and tablets widely used, mobile-first marketing strategies are essential. Mobile
optimization, apps, and geo-targeting are key to engaging users on their devices.

3. Social Media

Social platforms (Facebook, Instagram, LinkedIn, etc.) are vital for reaching and interacting with
audiences. They offer advertising opportunities and a space for organic engagement and brand
building.

4. Content Marketing

Quality content drives engagement, boosts SEO, and helps brands build trust with audiences.
Content formats like blogs, videos, and infographics are essential to attract and retain users.

5. SEO and SEM

Search engine optimization (SEO) and search engine marketing (SEM) ensure that brands appear
prominently in search results. Optimizing for search engines helps improve visibility, while SEM
uses paid search to reach targeted audiences quickly.
6. Artificial Intelligence and Machine Learning

AI and ML algorithms help predict customer behavior, optimize ad targeting, and provide
personalized experiences. They drive chatbots, recommendation engines, and programmatic
advertising.

7. Video Marketing

Video is increasingly popular for conveying messages engagingly. Platforms like YouTube,
TikTok, and Instagram Reels have made video marketing a priority, as it drives high engagement
rates.
8. Personalization and Customer Experience (CX)
Personalization through tailored messages and recommendations is key to modern digital
marketing. A focus on CX, where each touchpoint is designed to enhance user satisfaction, is
critical for customer loyalty.

9. Influencer Marketing

Leveraging influencers enables brands to reach new and engaged audiences. Influencer
partnerships drive credibility and allow brands to tap into niche communities.

10. Automation and Marketing Technology (MarTech)Automation tools streamline processes,

from email campaigns to social media posts, enabling marketers to scale their efforts and track
performance efficiently.

11. Voice Search and Smart Devices

With the rise of voice-activated devices, optimizing for voice search is becoming essential. Voice
search requires a different SEO approach, focusing on natural language and long-tail keywords.

12. Privacy and Data Security Regulations

Regulations like GDPR and CCPA impact how businesses collect and use customer data, pushing
brands to prioritize transparency and data security in marketing efforts.These drivers are
interconnected, creating a digital ecosystem where marketers need to stay agile, adapt to trends,
and leverage technology to reach their target audience effectively.

Digital Consumers

Definition: Digital consumers are individuals who use the internet and digital platforms for a
variety of purposes, including information search, communication, entertainment, and shopping.

Characteristics

• Always Connected
• Tech-Savvy
• Research oriented
• Preference for personalisation
• Data conscious

Digital Communities

Definition: Digital communities are groups of individuals with shared interests who interact
through online platforms, such as social media, forums, or specialized community apps. They are
key for building brand engagement, advocacy, and trust.

Types of Digital Communities:

Social Media Groups: Formed on platforms like Facebook, LinkedIn, or Reddit, these
communities are built around topics of interest.

Brand-Owned Communities: Some brands create their own digital spaces to encourage direct
engagement and user-generated content, such as Sephora’s Beauty Insider community.

Interest-Based Forums: Sites like Reddit, Quora, and Stack Overflow provide niche forums
where users gather around specialized interests or professional knowledge.

Interactions Between Digital Consumers and Communities

Feedback Loops: Digital consumers provide real-time feedback through reviews, comments, and
social media posts, allowing brands to improve and adapt.

Crowdsourced Insights: Communities often surface trends, preferences, and pain points, giving
brands insights into evolving consumer demands and expectations.

Brand Presence in Communities: Companies engage directly with communities through official
pages, sponsored content, or collaborations with community influencers. However, they must be
transparent and genuine to build trust.

Peer Influence: Digital consumers are heavily influenced by others' opinions within
communities, with social proof being a significant driver of behavior.

GenY or netizens
Gen Y, or Millennials (born roughly between 1981 and 1996), have shaped digital marketing
expectations and strategies in significant ways, especially as "netizens" who are highly connected
to the internet. Their influence has led to key shifts in how brands approach marketing online:

1. Authenticity and Transparency

Millennials value authenticity from brands. They often expect companies to be transparent about
their values, products, and business practices. Digital marketing efforts are more successful when
they showcase real people, experiences, and honest brand stories. This has encouraged brands to
adopt a more genuine tone, avoiding overly polished or corporate-sounding messaging.

2. Personalization and Relevance

Gen Y expects personalized interactions based on their preferences and behaviors. They are less
tolerant of generic marketing; instead, they expect brands to leverage data to tailor content,
recommendations, and offers to their individual interests. This expectation has driven advances
in data analytics and AI, allowing marketers to create highly targeted campaigns.

3. Influencer and Peer Recommendations

Social media plays a huge role in Millennial decision-making. Gen Y values peer reviews and
influencer opinions over traditional advertising. This has made influencer marketing essential,
with brands investing in partnerships with influencers who can authentically speak to their
products. Gen Y's expectation for social proof has also led to the prominence of review-based
platforms and user-generated content.
4. Social and Environmental Responsibility

Millennials tend to favor brands that align with their values, especially concerning social justice,
environmental sustainability, and ethical practices. Digital marketing for this generation often
includes messaging around Corporate Social Responsibility (CSR), green initiatives, or
charitable work. Brands that fail to show responsibility may face backlash from Gen Y netizens.

5. Engagement and Interaction

Gen Y expects engagement from brands in real-time, whether through social media comments,
replies, or customer support chats. They seek two-way communication rather than passive ads.
Social media has thus become a space for interaction, with brands hosting Q&As, responding to
comments, and holding live events to create meaningful engagements.

6. Multi-Platform Presence and Omnichannel Experiences

As digital natives, Gen Y uses multiple platforms daily and expects a seamless experience across
channels. Brands have had to adapt to an omnichannel strategy, providing consistent messaging
and experience on social media, email, apps, and websites. This expectation has encouraged
brands to unify their online and offline touchpoints to keep the Millennial audience engaged.
7. Content-Driven Marketing

Millennials prefer value-added content over traditional advertising. They appreciate educational,
entertaining, or inspirational content that resonates with their interests. This expectation has
popularized content marketing, with brands creating blogs, videos, podcasts, and social media
posts to engage Millennial audiences beyond direct promotions.

8. Convenience and Speed

Gen Y expects fast, frictionless experiences, especially when shopping online. They demand
efficient customer service, quick load times, and seamless checkout processes. This demand for
speed and convenience has influenced digital marketing strategies to focus on mobile-first
designs, optimizing websites, and reducing barriers to purchase.

Overall, the influence of Gen Y netizens has led brands to adopt a customer-centric, value-driven
approach to digital marketing. Marketers must be agile, adapting to evolving digital behaviors
and ensuring they meet the high expectations of this internet-savvy generation.

MODULE III
Google Analytics is a platform that collects data from your websites and apps to create reports
that provide insights into your business.It is a free web analytical tool that helps digital marketer
to track and analyse website traffic and user behaviour.

Uses of Google analytic

• Understanding user behaviour

• Measuring marketing campaign effectiveness
• Identified trends and patterns
• Gathering demographic data
• tracking goal completion

For using Google analytics a Google analytics account is open and by tracking code of each
pages of the website goals can be set up and conversion can be tracked.

Limitations of Google analytics

• It does not provide real time data

• The free version is limited to 10 million hits per month
• It of first limited customisation
Ad Words

Google AdWords is one of the services advertisers use for online promotion of their content,
brand, website, etc through certain defined keywords to achieve traffic or leads. It is a form of
brief advertising copy with keywords that are displayed on Google web pages and partner
websites (called publishers) after matching their content with the keywords.

Ad Sense

Google AdSense is a program run by Google through which website publishers in the Google
Network of content sites serve text, images, video, or interactive media advertisements that
are targeted to the site content and audience. These advertisements are administered, sorted, and
maintained by Google. They can generate revenue on either a per-click or per-impression basis.
Display Advertising

A popular and effective format of digital advertising is display advertising. It is completely

driven by the visuals it uses to attract attention and spread brand awareness across the internet.

Display ads are a lucrative method of advertising for marketers looking for ways to reach and
acquire customers. They make generous use of visual media in the form of texts, images, or even
videos to catch people’s attention

Types of displaye advertising

Banner ads

Banner ads are the most common display advertising format, as they clearly stand out on any
webpage. They are named after their shape, which is banner-like. They are nothing more than
hyperlinked, image-based ads in the shape of a strip. They are usually placed on the top of a
webpage to immediately draw the user’s attention.

Rich Media

Considering that roughly 30% of Internet users find traditional banner advertising distracting,
advertisers are exploring more innovative ways to display their ads. Use of rich media is one
such new tactic that involves using interactive elements such as video, audio, and clickable
elements to make the advertisement more engaging.
Interstitial ads

These are ads that appear as a separate webpage before you are directed to the original page that
you wanted to visit on the internet. They are effective in capturing the user’s attention as they
take up the entire screen.

Video ads

When it comes to display advertising costs, video ads are slightly more expensive but worth it.
Platforms like YouTube and Instagram have made it convenient for marketers to run video ads
and attract a lot of attention and engagement.

Display advertising terminologies

• Acquisition
• Ad agency
• Adexchange
• Ad targetting
• Ad tag
• Ad server.
• Ad network
• Building sktrategy
• Contextual data
• Conversion

Ad Placement

Ad placements refer to the specific locations where advertisements are displayed—including

advertisements placed on a website, such as, in a blog or a YouTube video. Ad placements play
an important role in advertising as they can be used to maximize the reach and impact of ad
campaigns.

Factors to be considered while placing an ad

• Target audience
 • Ad format
• Budget
• Location
• Selecting the best ad suitable

Benefits of ad placement

• Increase in brand awareness

• Increase in website traffic
• Improved ROI
• Improve customer targeting
Return on investment

Digital marketing ROI is a metric that measures a digital marketing campaign's return on
investment (ROI) — or how much profit your digital marketing efforts generated.

return on investment is essential for success with any marketing initiative. Measuring your ROI
enables you to determine what’s working and what you can change to improve your results.

The formula for digital marketing ROI is: (Net Profit / Total Digital Marketing Costs) x 100 = ROI.

marketing ROI is: (Net Profit / Total Digital Marketing Costs) x 100 = ROI.

Measuring digital marketing’s ROI is important for a few reasons, including:

1. Making strategic marketing decisions: ROI tells you what’s working and what’s
not. With accurate data on digital’s effectiveness and its strategies, like SEO, you
can make strategic decisions about where to invest.
2. Aligning marketing with business strategy: Companies measure success via
growth, and that growth comes from revenue. Measuring digital marketing’s
returns helps align marketing efforts with the organization’s. objective —
growing.
3. Growing digital marketing funding: Proof of online marketing’s effectiveness
can also back proposals for additional funding. ROI is a powerful metric for
demonstrating digital’s bottom-line impact and can persuade leadership to expand
your marketing budget.
Mobile Marketing?
Mobile marketing is any advertising activity that promotes products and services via mobile
devices, such as tablets and smartphones. It makes use of features of modern mobile
technology, including location services, to tailor marketing campaigns based on an individual's
location.

Advantages
• In regards to online related advertising, mobile marketing is much easier to access.
• Mobile marketing can be extremely cost-effective

• Customers can also be reached in real-time with mobile marketing no matter where they
are.

Disadvantages
• There are privacy issues concerning how the data collected by mobile devices are used
and whether or not companies have the right to collect such data without explicit
consent.
• It has the potential of increasing costs for the user.
• There is little room for error .

Mobile Marketing Metrics

Here's a broad list of metrics that marketing advertisers may be interested in tracking:

• Click-Through Rate (CTR): CTR measures the percentage of users who click on a
mobile ad or link compared to the number of users who view it. A higher CTR indicates
that your ad is engaging and relevant to your target audience.
• Conversion Rate: Conversion rate is the percentage of users who complete a desired
action, such as making a purchase or signing up for a newsletter, after clicking on a
mobile ad or link.
• Cost Per Acquisition (CPA): CPA measures the average cost incurred to acquire a new
customer through a mobile marketing campaign. It is calculated by dividing the total
campaign cost by the number of conversions
• Engagement Rate: The engagement rate measures the level of interaction users have
with the mobile content.
• Bounce Rate: Bounce rate is the percentage of users who visit a mobile site or app but
leave without interacting further. A high bounce rate may indicate issues with site
usability, content relevance, or loading times.
• Average Session Duration: Average session duration measures the average time users
spend on the mobile site or app during a single visit. Longer sessions typically indicate
higher user engagement and interest in your content.
• Install Rate: Install rate is the percentage of users who install your mobile app after
clicking on an ad or visiting your app store page. If 1,000 users visit your app store page
and 100 install the app, the install rate would be 10%

Types of mobile marketing:

SMS marketing
MMS marketing
Push notifications
App-based marketing
In-game mobile marketing
Location-based marketing
Mobile search ads
QR codes
Mobile image