PROFESSIONAL BUSIENSS SKILLS

DIGITAL MARKETING

MODULE 5
Marketing is the process of creating or directing an organisation in selling a product or
service that people not only desire, but also are willing to buy. Therefore, good marketing
must be able to create set of benefits for the end-customer that delivers value through
products or services.
1. What is traditional marketing?
Traditional marketing refers to methods of promotion, advertising, and communication that
have been used for decades to reach a broad audience. It relies on offline channels and physical
media to promote products or services. This approach is typically more one-way, with
businesses delivering messages to potential customers.

Traditional marketing utilizes strategies like direct sales, TV, radio, mail; print advertising like
magazines, coupon books, billboards etc. and printed promotional materials like catalogues or
brochures. Traditional methods may be the only means of reaching a particular group of
consumers. Person-to-person selling is considered as a strategy of traditional marketing.

Here are examples of traditional marketing:

1. TV Commercials: Advertisements aired during popular TV shows.

2. Radio Ads: Promotional messages played between songs on the radio.

3. Print Ads: Flyers or posters displayed in public places or newspapers.

4. Billboards: Large advertisements placed on highways or in cities.

5. Direct Mail: Pamphlets or catalogs sent to homes via post.

6. Events: Hosting community fairs or exhibitions to showcase products.

7. Cold Calls: Telephonic marketing to potential customers.

8. Door-to-Door Sales: Representatives visiting homes to explain and sell products.

9. Coupons: Discount vouchers distributed in stores or magazines.

10. Trade Shows: Setting up a booth to demonstrate products or services.

2. What is digital marketing?

Digital Marketing is the use of digital channels and technologies to promote products, services,
or brands to a targeted audience. It encompasses online strategies and platforms to connect with
customers, build brand awareness, and drive sales. Digital marketing is data-driven, allowing
businesses to measure performance and optimize campaigns in real-time.

3. What is voice search?

Voice search refers to the technology that allows users to perform searches or interact with
devices by speaking instead of typing. It uses voice recognition software to understand and
process spoken language and deliver responses. Voice search is commonly implemented in
smart devices such as Amazon's Alexa, Google Home, Apple's Siri, and Microsoft's Cortana.
These devices can answer questions, perform tasks, and provide information like weather
updates, news, time, or directions, all through voice commands.

As voice search technology becomes more popular, it changes how users search for information
online. Instead of typing keywords, people are asking questions in a more conversational and
natural way. This has led to a shift in how businesses and marketers optimize their content.
Voice search optimization involves adjusting digital content to match the more specific, often
long-tail queries users tend to make when using voice commands. It also helps marketers create
targeted, relevant content that can better engage users, ultimately increasing click-through rates
and improving user experiences.

4. What is smarter chat?

Smarter chat refers to the use of advanced chatbots or AI-driven messaging systems that
provide more intelligent and personalized interactions with users. Uses of Chatbots have been
rising in recent years for digital marketing purposes. Many customers prefer to use Chatbots as
a major means of communication in customer service. Chatbots play a critical role in improving
the customer experience and allow marketers to better engage with their audience. They offer
real-time assistance to the user, dedicated support and proactive interactions where they ask
questions to understand the real problem. For example. a visitor coming on a website is
contacted via chatbot and asked to request assistance or get more information about the product.
If he selects the first option, he will be referred to a representative for help and if he chooses
the second option, he will be asked a series of automated questions or redirected to their blog
or FAQ page. Another rising trend is WhatsApp Business Messaging, which has become one
of the most used messaging apps worldwide. Business firms are using the application on a daily
basis for their daily activities.
5. What are micro moments?
micro-moments is defined as short, intent-driven instances when consumers use their
smartphones or other devices to quickly address a need, such as learning something, making a
purchase, finding a nearby store, or completing a task. These moments happen throughout the
day and are an opportunity for marketers to engage with consumers by providing relevant,
targeted content or ads. As consumers' expectations rise, especially in situations like shopping
decisions, businesses need to anticipate and respond to these micro-moments to influence
purchase behaviour. Successful brands will be those that effectively understand and cater to
these quick, real-time consumer needs.

6. What is augmented and virtual reality marketing?

Augmented Reality (AR) and Virtual Reality (VR) marketing are innovative technologies that
brands use to enhance customer experiences and engage audiences in new ways.

• Augmented Reality (AR) marketing involves overlaying digital content (such as

images, videos, or information) onto the real world, often through smartphones, tablets,
or AR glasses. AR enhances the physical environment by adding virtual elements,
allowing customers to interact with products or services in a more immersive way. For
example, a furniture brand may use AR to let customers visualize how a piece of
furniture would look in their home before purchasing.

• Virtual Reality (VR) marketing, on the other hand, immerses users in a fully digital
environment, creating an experience that doesn’t exist in the real world. VR typically
requires a headset, and it can transport users to completely virtual spaces where they
can engage with a product or service in a 3D setting. For instance, a travel agency may
use VR to offer virtual tours of destinations, or a car brand might let potential customers
test drive cars in a virtual environment.

7. What is content marketing?

Content marketing is a type of digital marketing that focuses on creating and distributing
content for a target audience. The content aims at being valuable, relevant, and consistent. Its
ultimate goal is to drive a profitable customer action. It means that content marketing is a long-
term strategy that focuses on building a strong relationship with your target audience by giving
them high-quality content that is very relevant to them on Q consistent basis. In the broader
sense, content marketing is part of every other digital marketing activity. be it social media
marketing, SEO, or email marketing: Quality content should be the` core of every other
marketing activity. Some examples of content marketing include: blog posts videos podcasts,
infographics, white papers, case studies, eBooks.

Content marketing is a strategic marketing approach focused on creating, publishing,

and distributing valuable, relevant, and consistent content to attract and engage a clearly
defined audience. The goal is to build trust, establish authority, and drive profitable
customer actions without directly promoting a product or service.

Instead of traditional advertising, content marketing provides information, education, or

entertainment that addresses the needs, interests, or challenges of the target audience.
This helps build long-term relationships with customers and positions the brand as a
trusted resource.

Examples of content marketing include:

• Blog posts that offer helpful tips or insights.

• Videos that explain how to use a product or solve a problem.

• Infographics that visually present data or concepts.

• E-books or whitepapers that provide in-depth information.

• Social media posts that engage and inform followers.

• Email newsletters that deliver curated content to subscribers.

8. What do you mean by SEO?

SEO or Search Engine Optimisation is one of the most important types of digital marketing. It
is the process of getting traffic from the "free," "organic," ""editorial" or "natural" search results
on search engines. By optimizing the content for search engines, business can increase a steady
stream of relevant traffic that will only grow over time. Without search engine optimisation,
people simply won't be able to find the firm on the Internet. It is important that the traffic that
drives to a website is relevant to an industry. Some optimisation techniques include:
researching relevant keywords and including them into your website copy, optimizing your
website titles, description and loading speed, building relevant back links.
SEO (Search Engine Optimization) is the process of optimizing a website or online content
to improve its visibility and ranking in search engine results pages (SERPs). The goal of
SEO is to attract organic (unpaid) traffic by making a website more relevant and
authoritative for the queries users type into search engines like Google, Bing, or Yahoo.

9. What is search engine marketing?

SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on
search engines. It refers to a form of digital marketing that aims at increasing the visibility of
a website in search engines by using paid methods. With an increasing number of consumers
researching and shopping for products online, search engine marketing has become a crucial
online marketing strategy for increasing a company's reach. ln search engine marketing,
advertisers only pay for impressions that result in visitors. making it an efficient way for a
company to spend its marketing expenses and each visitor incrementally improves the website
S rankings in organic search results Google AdWords is the most popular paid search platform
used by search marketers, followed by Bing Ads, which also serves a significant portion of ads
on Yahoo We can recognize paid search results in Google by the little sign "Ad" at the beginning
of the URL Also Google puts these pages first in the search results By combining SEO and
SEM, we can ensure quality traffic to website. With the help of search engine marketing,
company can put itself in front of an audience that is actively searching for services and brands.

10. What is social media marketing?

Social media marketing refers to the process of using social media platforms to attract traffic
and attention. This involves publishing content on social media profiles, listening to and
engaging followers, analyzing results and running social media advertisements. By using social
media, businesses can increase exposure and build meaningful relationships with customers,
Nowadays, businesses use social media in different ways. For example, a business that is
concerned about what people are saying about its brand would monitor social media
conversations and respond to relevant mentions (social media listening and engagement). A
business that wants to understand how it's performing on social media would analyse its reach,
engagement, and sales on social media with an analytics tool (social media analytics). A
business that wants to reach a specific set of audiences at scale would run highly-targeted social
media ads (social media advertising).

While everybody can benefit from SMM as a type of digital | marketing. B2C and SaaS
companies tend to get the most out of it. Social media marketing is all about listening to what
customers have to say, engaging in the conversation, and sharing valuable content. The major
social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest,
YouTube, and Snapchat.

Together, content marketing, SEO, and social media marketing constitute what is called
"inbound marketing". It is a marketing methodology that aims at attracting, and engaging. and
delighting leads. Some goals of inbound marketing include attracting users` attention, driving
relevant traffic to the website, and converting it into happy customers.

11. What is pay-per-click advertising?

Pay-per-click is a model of advertising where marketers pay a fee every time people click on
an ad. Basically, it is the process of buying visits to a site, as opposed to getting them
organically via SEO or other types of digital marketing. PPC is one of the types of paid search.
It is similar to SEM (search engine marketing) but can also include display advertising (cost-
per-click based), and affiliate advertising.

12. What is affiliate marketing?

Affiliate marketing is one of the popular ways people make money online these days. Affiliate
marketing is a type of digital marketing where person partners up with other businesses in order
to receive commission for the traffic it generates for this business. Imagine this: you put a link
to an external website on your own blog or website Every time a user proceeds to this external
website and makes a purchase, you receive a commission. This marketing strategy might work
especially for bloggers since they can write different types of articles on the given topic and
naturally include affiliate links.

Affiliate marketing is a performance-based marketing strategy where affiliates earn a

commission by promoting a company’s products or services through unique links.
Affiliates earn when users take specific actions, like making a purchase.

Examples:

1. Amazon Associates: Bloggers promote Amazon products; earn when users buy via their
link.

2. Travel: Travel writers recommend hotels using Booking.com links; earn for each
booking.

3. Fitness: Influencers share supplement links; earn per purchase.

 4. Fashion: Bloggers link to clothing from retailers like ASOS; earn on sales.

5. Tech: Writers promote software like Canva or hosting like Bluehost; earn for signups.

13. What is e-mail marketing?

Email marketing is a form of digital marketing that involves sending emails to a group of
people to promote products, services, or build relationships with potential or existing
customers. It’s a direct communication channel where businesses send targeted messages to
individuals based on their interests, behavior, or demographics. The goal of email marketing
is to engage recipients, nurture leads, and drive actions such as purchases, sign-ups, or
increased brand awareness.

13. What is B2B business model?

B2B(business-to-business) digital marketing is conducted between two separate businesses.
Digital marketing plays an important role in enhancing and transforming relationships between
and among business. They serve a limited member of customers. Business-to-Business /(B2B)
is the major type of digital marketing interaction. The Business to Business is a kind of digital
marketing which refers to a company selling or buying from other companies. One company
communicates with other companies through electronic medias. This is not a-new concept.
Many businesses have already been doing it since 1980's by means of Electronic Data
Interchange. Some of these transactions include sending and receiving orders, invoice and
shopping orders. It was an attractive alternative to the current process of printing, mailing
various business documents. But the high cost and maintenance of networks made it impossible
for small and medium sized business firms to trade over Internet. But with the introduction of
the Internet, all companies irrespective of their size of business can communicate with each
other electronically and cheaply. For example, as all of us know, www.amazon.com is an online
bookstore that sells books from various publishers. In this case, the publishers have the option
of either developing their own site or displaying their books on the Amazon site, or both. The
publishers mainly choose to display their books on www.amazon.com as it gives them a larger
audience. Now, to do this, the publishers need to transact with Amazon involving business
houses on both the ends, is the B2B model.

The Business-to-Business (B2B) digital marketing model refers to online marketing

strategies designed to help businesses market their products or services to other
businesses. Unlike Business-to-Consumer (B2C) models, B2B focuses on creating
relationships between companies, targeting decision-makers and stakeholders within
organizations. It leverages digital platforms and tools to streamline communication,
promote offerings, and drive transactions between businesses.

B2B digital marketing includes activities like email campaigns, content marketing, search
engine optimization (SEO), social media outreach, and pay-per-click (PPC) advertising.
These strategies aim to build trust, showcase expertise, and demonstrate value to other
businesses. For example, a software company might market its solutions to other
businesses via targeted LinkedIn ads or informative blog posts that address specific
industry challenges. This model emphasizes long-term relationships and larger, more
considered purchases compared to the B2C approach.

14. What is B2C business model?

Business-to-consumer digital marketing consists of t the sale of products or services from a
business to the general public. Products can be anything from clothing to flowers and the
products can also be intangible products such as online banking, stock trading, and airline
reservations. Sellers that use B2C business model can increase their benefits by eliminating the
middleman. This is called disintermediation because businesses sell products directly to
consumers without using traditional retail channels.

B2C (business-to-consumer) digital marketing is conducted between a business and a retail

consumer. B2C model is still relatively new and is gaining more prominence every day. It
involves customers gathering information, purchasing, and receiving products over an
electronic network. In this type of model, businesses directly sell to the end customer.

However, these sites require huge investments in terms of advertisement effort, hardware and
software required to support the many millions of-hits that they experience.

The Business-to-Consumer (B2C) digital marketing model focuses on businesses marketing

their products or services directly to individual consumers. Unlike the B2B model, which
targets other businesses, B2C aims to appeal to the general public by creating emotional
connections, providing convenience, and encouraging quick purchase decisions.

B2C digital marketing often relies on platforms like social media, e-commerce websites,
email marketing, and mobile apps to engage and convert customers. Strategies include
personalized promotions, engaging content, user-friendly interfaces, and loyalty
programs to attract and retain consumers. For instance, an online clothing store might
use Instagram ads to showcase its latest collection, offering discounts to entice
customers to make immediate purchases.
The focus of B2C is on driving sales, fostering brand loyalty, and delivering a seamless
and enjoyable customer experience.

15. What is C2C business model?

Consumer-to-Consumer (C2C)digital marketing consists of individuals using the Internet to
sell products and services directly to other individuals. An online auction is a very good
example of C2C. eBay, Craigslist.org and www.bazee.com are common examples of online
auction. Web sites that provide a consumer to advertise and sell their products online to another
consumer. However, it is essential that both the seller and the buyer must register with the
auction site. While the seller needs to pay a fixed fee to the online auction house to sell their
products, the buyer can bid without paying any fee. The site brings the buyer and seller together
to conduct deals. Here if we have something to sell then it can get it listed at an auction site so
that others can bid for it. Thus consumers auctions goods to other consumers. The highest
bidder at the end of the bidding period purchases the item. The site then provides a connection
between the seller and buyer to complete the transaction. The site provider usually charges a
transaction cost. eBay is one of the largest C2C e-commerce sites today. For example, a
customer plans to sell his products to other customers on the Web site of eBay, he first needs
to interact with an eBay site, which in this case acts as a facilitator of the overall transaction.
Then, the seller can host his product on www.ebay.com, which in turn charges him for this.
Any buyer can now browse the site of eBay to search for the product he interested in. If the
buyer comes across such a product, he places an order for the same on the Web site of eBay.
eBay now purchase the product from the seller and then, sells it to the buyer. In this way, though
the transaction is between two customers, an organization acts as an interface between the two
organizations. Another popular form of C2C is peer-to-peer. P2P is an Internet network that
allows users with the same network in software to connect to each other's hard disks and
exchange files.

The Consumer-to-Consumer (C2C) digital marketing model refers to transactions where

consumers sell products or services directly to other consumers, often through online
platforms or marketplaces. This model enables individuals to exchange goods and
services without the involvement of traditional businesses. The transactions are typically
facilitated by online platforms that provide a space for consumers to connect, such as
classified ads websites, online marketplaces, or social media.
16. What is B2G business model?
B2G stands for Business-to-Government and refers to the supply of goods and services for
online government procurement. This is a huge market which mainly covers everything from
office supplies to military equipment. B2G websites offer lower costs and greater choice to the
administration, and make government tendered offers more accessible to companies.
Governments in some developed and developing countries are beginning to reorganize the
management of public procurement systems over the Internet, opening the prospect of sizeable
business-to-government (B2G) transactions, One of the main B2G activities is paying
government taxes and foo8 online such as vehicle tax, property tax and income tax. The
technology is also being used by governments for the transmission or receipt of information
(G2B, G2C)to improve convenience and lower the cost of payment systems and tax compliance
(C2G), and by businesses to manage after-sales service and to develop direct consumer
marketing

17. What is B2E business model?

Business to employee (B2E) refers to the digital marketing which utilizes the intra business
network that allows the companies to render services and also at times products to their own
customers. Most of companies use business-to-employee processes to automate the employee
related issues for the corporate purposes. Some of the most common examples for the B2E
applications are the online insurance policy management, corporate dissemination, online
supply requests, special offers for the employees and also the reporting for the benefits of the
employees. The business to employee are gradually becoming the standard form in case of
optimizing the human resource functions of an organization. It helps in nurturing the relations
between the employee and the organization. As a result, a strong bond develops between the
employee and the company. If the company starts realizing the problems of the employee and
take care of all their essential needs, it is very obvious that the receiver will also try to pay it
back in the same way to the company. In fact, a company grows with the cooperative growth
of all the employees. B2E digital marketing is different from other type since it is not a revenue
form of business. Otherwise, it increases profits by reducing expenses within a company.
Instead of having to look everything up manually they can collaborate with each other and
exchange data and other information.

The Business-to-Employee (B2E) model refers to a business model where companies

provide products, services, or benefits directly to their employees. Unlike traditional
models that focus on external customers, the B2E model is internally focused, aiming to
enhance employee satisfaction, productivity, and engagement. This model often includes
offering perks, rewards, tools, or platforms that improve employees' work experience or
personal well-being.

Examples:

1. Employee Discounts: Companies like Amazon or Apple may offer discounts to

their employees on products or services.

2. Employee Wellness Programs: Businesses might provide health benefits, gym

memberships, or mental wellness resources to their workforce.

3. Internal Platforms: Businesses might create internal portals for employees to

access training materials, resources, or even collaborate on projects.

18. What is online advertising?

Online advertising refers to the practice of promoting products, services, or brands through
digital platforms, such as websites, social media, search engines, and mobile apps. This type
of advertising uses various formats like display ads, video ads, banner ads, and sponsored
content to reach and engage a target audience. Online advertising allows businesses to target
specific demographics based on factors like age, location, interests, and online behavior,
making it more effective than traditional advertising.

Common types of online advertising include:

1. Display Ads: Banner or image ads displayed on websites.

2. Search Engine Ads: Paid ads that appear on search engines like Google, often triggered by
specific keywords.

3. Social Media Ads: Ads displayed on platforms like Facebook, Instagram, Twitter, or
LinkedIn.

4. Video Ads: Ads shown before, during, or after video content on platforms like YouTube.

Online advertising enables businesses to track performance, adjust campaigns in real-time, and
reach a global audience, making it a powerful tool for marketing.
20. What are banner ads?
Banner ads are a type of online advertisement displayed on websites, typically in the form of a
rectangular image, graphic, or animation. They are designed to capture the viewer's attention
and encourage them to click through to the advertiser's website or landing page. Banner ads
can appear in various sizes and are usually placed at the top, bottom, or sides of a webpage.

Banner ads can be static (images or graphics) or dynamic (containing animations or interactive
elements). They often include calls to action (CTAs), such as "Learn More" or "Shop Now," to
prompt users to engage with the ad. The primary goal of banner ads is to increase brand
awareness and drive traffic to the advertiser’s site.

For example, you might see a banner ad for a clothing brand on a fashion website, offering a
discount for first-time buyers with a clickable link to the store's homepage.

21. What is CPC advertising?

CPC (Cost-Per-Click) advertising is a type of online advertising where advertisers pay a fee
each time their ad is clicked by a user. This model is commonly used in search engine
advertising, display ads, and social media ads. Essentially, you only pay when someone
engages with your ad by clicking on it, rather than paying for the ad’s display or impression.

CPC advertising is widely used in platforms like Google Ads, Facebook Ads, and other digital
ad networks. Advertisers bid on keywords or demographics, and the amount they pay per click
can vary depending on competition, targeting, and other factors.

For example, if you run a CPC campaign on Google Ads and bid on the keyword "buy running
shoes," you pay each time a user clicks on your ad that appears in search results for that
keyword. The goal of CPC advertising is to drive traffic to your website and increase
conversions, such as purchases or sign-ups, at a cost-effective rate.

22. What is floating advertisement?

A floating advertisement is a type of online ad that appears on a webpage and "floats" over the
content as the user scrolls. These ads often take the form of a banner or box that is fixed in
position, usually at the corner or center of the page, and remain visible regardless of how the
user navigates the page.

Floating ads are designed to grab attention without interrupting the user's experience entirely,
though they can be perceived as intrusive if not implemented carefully. They often include a
close button that allows users to dismiss them if they choose.
Floating advertisements are commonly used in digital marketing to promote special offers,
products, or services, and they can be animated or static. However, because they can disrupt
the user's browsing experience, it's essential for advertisers to use them strategically to avoid
annoyance.

23. What is unicast advertisement?

Unicast ads are basically the new form of television ads in the internet environment. Unicast
ads have the advantage of sound, picture, color and movement and are mostly animated. These
run like television commercials in a separate window. It has enriched audio/video content. The
advertisements can last anywhere from 10 to 30 seconds. These advertisements have similar
branding power as a TV commercial. However, a unicast ad offers something additional that
TV advertisements cannot- that is the ability to click on the ad for more information. These
advertisements are getting very effective, as the average click-through rate is high.

Unicast advertisement refers to a type of digital advertising that is delivered to a specific,

individual user or device. In this model, the advertisement is sent directly to one user at
a time, as opposed to being broadcast to a large audience (like in multicast or broadcast).

Unicast advertising is typically used in contexts where ads are personalized or targeted to
specific users based on their behavior, preferences, or demographic information. For
example, when a user visits an e-commerce site, the ads they see may be tailored to their
previous browsing or purchase history, which is an example of unicast advertising.

This type of advertising is commonly seen in display ads, email marketing, and targeted
video ads, where the content is directed to a single user rather than a wide group. Unicast
advertising allows for more precise targeting and often leads to higher engagement rates
as the ads are more relevant to the individual.

24. What is pop-up advertisement?

A pop-up advertisement is a type of online advertisement that opens in a new window or tab,
often over or beneath the content of the webpage a user is viewing. These ads can appear
suddenly, usually triggered by specific actions like clicking on a link, hovering over an area, or
after spending a certain amount of time on a page.

25. What is advertorials?

An advertorial is a form of advertisement in a newspaper, magazine or a website which involves
giving information about the product in the form of an article. Usually, a brand pays the
publisher for such an article.

26. What is e-zine?

The term "ezine-stands for electronic magazine. In terms of features, an ezine is similar to a
magazine in the sense that one has to subscribe to ezines to read them. Like magazines, ezines
also cater to a group of special clients, E-zine publishers saw ezines as an opportunity to reach
an audience electronically and more economically than was possible with print medium. Most
e-zines are advertiser-supported but a few charges a subscription.

27. What is spam email?

Spam email refers to unsolicited, usually irrelevant or harmful, messages sent in bulk to a large
number of recipients. These emails are often sent by marketers, fraudsters, or automated
systems to promote products, services, or fake offers, without the recipient’s consent. The main
goal of spam emails is to reach as many people as possible in order to generate sales, gather
personal information, or spread malware.

28. What is search engine analytics?

Search Engine Analytics refers to the process of tracking, analyzing, and interpreting data
related to how a website performs in search engines like Google, Bing, or Yahoo. It involves
using tools to monitor metrics such as search rankings, organic traffic, keywords, and user
behaviour on a website, helping businesses understand how well their content is performing in
search results.

29. What is search engine advertising?

Search-engine advertising (SEA) is a branch of online marketing. Advertisements in the form
of a text or Images are posted on search engines such as Google or Bing. These ads then appear
prominently in the Search Engine Result Pages (SERPs). Search engine advertising is a range
of paid-for ads that are mostly displayed on the results pages of search engines like Google.
This method belongs to the main source of income for search engine providers. Search engine
advertising is a cost-effective way to improve businesses and brands, as appearing high up in
the SERPs makes brands and products more visible.
Search engine advertising is usually a part of a marketing or branding strategy. One of the
primary objectives of SEA is to increase the click-through rate, as the number of clicks on a
website can quickly be increased through the posting of advertisement space. The conversion
rate is also particularly important for SEA, as it ultimately determines how high the advertising
costs are effective.

30. What is social media?

Social media refers to online platforms and websites that allow users to create, share, and
interact with content such as text, images, videos, and links. These platforms enable users to
connect with others, engage in conversations, and build communities around common interests,
ideas, or activities.

Examples of popular social media platforms include:

• Facebook: A platform for social networking, sharing updates, photos, and videos, and
connecting with friends and family.

• Instagram: A photo and video-sharing platform focused on visual content.

• Twitter: A microblogging platform for sharing short messages (tweets), news, and
updates.

• LinkedIn: A professional networking platform for business connections and career-

related content.

31. What is social media advertising?

Social media advertising refers to the use of paid advertisements on social media platforms to
promote products, services, or brand messages. It allows businesses to target specific audiences
based on factors like demographics, interests, behaviours, location, and more. Social media
advertising can take various forms, including display ads, sponsored posts, videos, or stories,
depending on the platform.

Popular social media platforms for advertising include:

• Facebook and Instagram: Ads can appear in users' feeds, stories, and as sponsored posts.

• Twitter: Promoted tweets, trends, or accounts.

• LinkedIn Sponsored content, InMail ads, and display ads aimed at professionals.

• TikTok: In-feed ads, branded hashtag challenges, and sponsored videos.

Short Essay Questions
1. Explain the limitations of traditional marketing.

Traditional marketing, which includes methods like print advertising, TV commercials, radio
ads, direct mail, and billboards, has been a cornerstone of marketing strategies for many years.
However, as consumer behaviour changes and technology advances, traditional marketing
methods are facing increasing limitations. These limitations can hinder businesses from
effectively reaching their target audience and adapting to the fast-paced, digital world.

In this context, businesses must adapt to the evolving market landscape, where digital
marketing and other modern techniques offer more precise, cost-effective, and measurable
ways to engage consumers. While traditional marketing still has its place in certain industries,
understanding its limitations is crucial for businesses looking to remain competitive.

1. Expensive: Advertising in TV, radio or print can be very costly and not affordable to most
small firms. Printing hard copy brochures, business cards and mailers is expensive.

2. Time-consuming: Traditional marketing uses static text or advertising commercials to

promote a product. If an ad is placed in the newspaper, it can't change until another ad is placed,
Traditional advertising does not allow responding to changes in the marketplace as quickly as
newer forms of communication. On the other hand, on the Internet it is possible to instantly
update the web page so that customers know the latest details,

3. Customization: With traditional ads, itis difficult to target a specific customer. Specific
market segments can be targeted, but not an individual. For example, an ad may target young
women. The ad may show young people interacting and present interesting copy about a new
style of purse. On the Internet, new marketing techniques can track what a viewer has looked
at and suggest similar products.

2. State the differences between traditional marketing and digital marketing

Differences between digital marketing and traditional marketing can be discussed based

on the following points.

1. Interactivity: Digital marketing facilitates conversations between companies and

consumers. With a two-way communication channel, companies can collect the responses of
their consumers online, making them more dynamic and adaptive. But in traditional
marketing the scope for interactivity is less.

2. Immediacy: Traditional marketing takes more time to go from a concept to a finished

product. It goes through numerous steps, each takes some time. Even, when it has been
delivered to the customer, It cannot get into the customer's hands simultaneously. On the other
hand, even though still takes time for developing concepts and creating content, digital
marketing takes almost Instantaneous time. It also can get into the customers simultaneously.

3.Cost: Every business strategy involves cost and itis true for both type of marketing. However,
there are some difference in the cost between traditional marketing and digital marketing.
Traditional marketing promotes the products of a brand through ads on paper, billboard,
television, radio, and more. This marketing strategy spends huge amount to keep the promotion
activities. digital marketing can also carry a cost, but there are numerous online marketing
strategies that are virtually free.

4. Coverage: In traditional marketing, coverage of product will be printed on paper media or

aired on television and radio. Unfortunately, the exposure to products will be for short duration.
For example, the newspaper, a high-cost advertisement appeared in is going to thrown the next
day. On the other way, online coverage will be always there for like forever. It will be archived
on the internet and ready to be found easily whenever our customers need it.

5. Audience: Traditional marketing is more effective for target customer which out of reach of
internet. They are people who do not connect to the internet on daily basis Senior citizens or
low income group are internet illiterate are the best target for traditional marketing strategy. On
the other way, people who are never without internet in their reach. such as teenagers and
businessmen, are easier to reach through digital marketing

6. Tracking: It is difficult to keep track of traditional marketing strategy. We need to put a lot
of effort and time-consuming research to get information how customer behavior against our
products. On the other hand, digital marketing is easy to track. Email marketing software can
tally the number of people who view our message.

3. Discuss the features of digital marketing

The development of digital marketing strategies offer much potential for brands and
organizations. Some of them are as follows:

1. Branding: Digital marketing provides a great opportunity to build a brand image on the Web
due to its scope, presence, and constant updates.
2. Completeness: The possibilities to disseminate information through links offer consumers
the chance to approach the organisation in a wider and customized way.

3. Functionality: It offers simple and user-friendly platforms for all in order to improve

user experience and allow for their activities.

4. Interactivity: Organisations can build long-term relationships with their audiences, Internet
offers the possibility of having a conversation and therefore of generating a positive experience
with the brand. Such interactivity can be basic, as product assessment, or become an overall
experience.

5. Visual communication: Digital marketing offers marketers different image- and video-

based tools. This is an attractive way of reaching audiences that can lead to greater engagement.

6. Relevant advertising: Easy segmentation and customisation of advertising in Internet

maximise the output. This has allowed for more attractive advertising, free from the limitations
of other media.

7. Community connections: Internet is a unique opportunity to connect organisations with

their audiences and users among themselves. This connectivity can improve their experience
and enhance the relationship with the product, brand or organisation.

8. Virality: The essence of Internet as a Web of interconnected nodes makes exponential

expansion of any content possible. Taking the model of word of mouth communication, viral
communication becomes more relevant due to connectivity, speed and sharing of online
platforms that enhance the distribution of content.

9. Measuring output: Online platforms rank first in the availability of follow-up options and
the possibility to assess output.

4. Explain the need for digital marketing

Companies need well defined digital marketing strategy to get more visitors, leads and convert
them into customers The following are the main reason why companies go for digital marketing

1.Provides equal opportunity for every business: Digital marketing provides equal
opportunities to every business It's not a strategy only restricted to big corporations of
multinational companies. Even small businesses can actually leverage their business with the
help of digital marketing. They can stand in perfect competition with the established
businesses. They can make the full use of digital marketing by engaging different clients on
different platforms.

2. Wider reach: With digital marketing, company can strategically focus to reach and increase
the visibility of a brand. Traditional marketing is an effective tool to reach a target audience,
but digital marketing can help to increase the overall reach. Digital marketing provides new
ways to target customers and gives great exposure and builds effective brand recognition.

3. Digital Consumers: Consumers of these days are looking for more digital content and want
each of their purchases to be unique. Search engines like Google,, Yahoo are the most popular
channel for search. Many consumers use social media and blogs to find new solutions,
products, and brands. Thus, it is clear that digital marketing strategies can shape a business. If
a company do not engage their brand with right digital marketing strategies, then they may lose
potential customers.

4. Increases brand reputation: Every business objective is to attract more customers The
same thing applies to digital marketing. They can start with the aim to gain maximum possible
clicks to websites and marketing platforms. Gradually, more people start to recognise the brand
and when you offer them the exact thing they are looking for, the reputation of the brand
increases.

5. Increases revenue: A successful digital marketing strategy gives more conversions. The
revenue also increases as a result of higher conversion rates. Companies that use social media
generate 78% more business compared to the companies who do not use social media
marketing. The response from email| marketing is also high.

6. Easy to track and monitor marketing campaigns: Companies are able to track of the
digital marketing campaigns with the digital marketing metrics, It provides an accurate measure
of ROI, defines the areas of improvement and efforts to make things better in future. With the
use of analytics tool, marketers can chock for different ad content and manage how audiences
react to each campaign. For example, company can check the number of visitors on Website,
the number of page views, the average time a user spends on a website, bounce rates,
conversions and analyse the growth over time. By analyzing all these aspects, they can work
to optimize their marketing strategy and get the best results.

7. Brand becomes more interactive: Digital marketing is evolving continuously. With certain
digital marketing campaigns such as social media marketing, blogging, improving search
results, text messaging, online advertisements, email marketing and affiliate marketing,
marketers can give customers a more personalised experience. With the help of short online
videos, businesses catch attention of their audiences. Stuff like images, infographics, short
video, client story keep audiences informed , entertain them and engage ideal customers. With
personalised ad content, firms become more interactive with its consumers and can stay at the
top of their mind and encourage them for future purchasing.

8.The cost-effective form of marketing: Digital marketing do not require huge investments.
Small businesses can find digital channels that work and do not require much cost to be spent.
Digital marketing, hence becomes a great of hope for small businesses.

5. Describe the advantages of digital marketing

Digital marketing is a more cost-effective marketing solution for business organisations.

These are some of the advantages that digital marketing offers over traditional:

1. Interactive: The whole idea of digital marketing can be a very important aspect in the overall
communication between the consumer and the organization. This is due to digital marketing
being able to reach vast numbers of potential consumers at one time.

3. Anytime, anywhere: Technology and the internet allows for 24 hours a day, 7 days a week
service for customers as well as enabling them to shop online at any hour of that day or night,
not just when the shops are over and across the whole world. This is a huge advantage for
retailers to utilize it and direct customers from the store to its online store.

4. Global reach: An advantage of digital marketing is that the reach is so large that there are
no limitations on the geographical reach it can have. This allows companies to become
international and expand their customer reach to other countries other than the country it is
based or originates from.

5. Direct exposure: Another advantage of digital marketing is that consumers are exposed to
the brand and the product that is being advertised directly. To clarify the advertisement is easy
to access as well it can be accessed any time any place.

6. Reduced cost: The initial cost of starting a digital marketing is very low comparing
traditional marketing There is no need to hire or build showroom space at busy towns and cities
to start online marketing. Even advertisements cost low than television and radio ads cost.
7. Measurability: Another advantage is that digital marketing is easy to be measured allowing
businesses to know the reach that their marketing is making, whether the digital marketing is
working or not and the amount of activity and conversation that is involved. With digital
marketing, everything can be tracked and illustrated in detailed graphs that illustrate traffic
growth, leads and sales conversions from specific search marketing campaigns.

8. Brand engagement: In the crowded market, it is essential to establish and maintain positive
brand awareness and client loyalty. Apart from word-of-mouth and using personal relationships
with established clients, a website is the most important marketing tool a business can have. A
regularly updated website with well-written content that maintains people's interest brings great
value to business.

9. Demographic targeting: It is also possible to target digital marketing campaign for specific
demographics and regions and measure the response effectively, Digital advertising methods
allow business to specifically target the specific consumer demographics most likely to buy
their products. For example, if we want to target young people between the ages of 16-30, we
can design a digital marketing strategy to reach them where they spend the bulk of their time
on the Internet and on social media sites.

10. Real-time results: With digital marketing, it is not necessary to wait weeks to see a
significant increase in business. With a paid search marketing campaign we can experience
real-time results that enable to design a marketing message to achieve the desired result. If
marketing strategy is not working effectively, real-time monitoring tools will give us the exact
area of our failure.

11. Meet competition: Using digital marketing analytics and tracking tools can test conversion
rates at a fraction of the cost of a traditional media campaign. Digital marketing allows small
business firms to compete with big corporations spending their massive marketing budgets. If
the marketing strategy is not bringing adequate return on investment., there is a chance to
redesign it without an expensive new campaign as would be required with most traditional
media outlets.

12. Long-term exposure: Once the website's visibility is well-established with search engines,
it is easy to do its regular low-cost maintenance. The early adopters of new online marketing
platforms like social media marketing will have a significant head start over their competition.
13. Product information: Consumers of today want to compare reviews and opinions of
friends, trusted bloggers and industry experts before they make a decision. If business can
provide quality, linkable information that people actually want will be able to convert them as
customers, Trust is more Important than over in the marketing field.

14. Catch attention: When people read the newspaper or a magazine they may scan over the
advertisements beside the article but there is no way to engage their attention. With online
marketing we can encourage them to take action, visit our website, and read about our products
and services.

6. Explain the disadvantages of digital marketing

1.Dependence of internet: One major drawback that is identified is that digital marketing is
highly dependent on the internet. This can be considered as a setback because the internet may
not be accessible in certain areas or consumers may have poor internet connection.

2. Cluttering: As well as digital marketing being highly dependent on the Internet is that it is
subject to a lot of clutter, so it marketers may find it hard to make their advertisements stand
out, as well as get consumers to start conversations about an organizations brand image or
products.

3. High competition: A disadvantage of digital advertising is the large amount of competing

goods and services that are also using the same digital marketing strategies. For example, when
someone searches for a specific product from a specific company online, if a similar company
uses targeted advertising online then they can appear on the customer's home page, allowing
the customer to look at alternative options for a cheaper price or better quality of the same
product or a quicker way of finding what they want online.

4. Negative approach: Some companies can be portrayed by customers negatively as some

consumers lack trust online due to the amount of advertising that appears on websites and social
media that can be considered frauds. This can affect their image and reputation and make them
out to look like a dishonest brand

5. Harm image: Another disadvantage is that even an individual or small group of people can
harm image of an established brand. For instance Doppelganger is a term that is used to
disapprove an image about a certain brand that is spread by anti-brand activists, bloggers, and
opinion leaders.
6. Suitable for specific categories of products: One, digital marketing is useful for specific
categories of products, meaning only consumer goods can be propagated through digital
channels. Industrial goods and pharmaceutical products cannot be marketed through digital
channels.

7. Not always targeted to prospective: digital marketing disseminates only the information to
the prospects most of whom do not have the purchasing power, hence the reflection of digital
marketing into real sales volume is doubtful.

7 Briefly explain the trends in digital marketing

As digital trends evolve every year, marketers should always be aware of the changes in order
to easily adapt with emerging technologies. This will help them gain a competitive edge and
become able to develop new ways to grow their business.

1. Voice search

Voice search refers to the technology that allows users to perform searches or interact with
devices by speaking instead of typing. It uses voice recognition software to understand and
process spoken language and deliver responses. Voice search is commonly implemented in
smart devices such as Amazon's Alexa, Google Home, Apple's Siri, and Microsoft's Cortana.
These devices can answer questions, perform tasks, and provide information like weather
updates, news, time, or directions, all through voice commands.

As voice search technology becomes more popular, it changes how users search for information
online. Instead of typing keywords, people are asking questions in a more conversational and
natural way. This has led to a shift in how businesses and marketers optimize their content.
Voice search optimization involves adjusting digital content to match the more specific, often
long-tail queries users tend to make when using voice commands. It also helps marketers create
targeted, relevant content that can better engage users, ultimately increasing click-through rates
and improving user experiences.

2. Smarter chat
Smarter chat refers to the use of advanced chatbots or AI-driven messaging systems that
provide more intelligent and personalized interactions with users. Uses of Chatbots have been
rising in recent years for digital marketing purposes. Many customers prefer to use Chatbots as
a major means of communication in customer service. Chatbots play a critical role in improving
the customer experience and allow marketers to better engage with their audience. They offer
real-time assistance to the user, dedicated support and proactive interactions where they ask
questions to understand the real problem. For example. a visitor coming on a website is
contacted via chatbot and asked to request assistance or get more information about the product.
If he selects the first option, he will be referred to a representative for help and if he chooses
the second option, he will be asked a series of automated questions or redirected to their blog
or FAQ page. Another rising trend is WhatsApp Business Messaging, which has become one
of the most used messaging apps worldwide. Business firms are using the application on a daily
basis for their daily activities.

3. Micro-Moments

micro-moments is defined as short, intent-driven instances when consumers use their

smartphones or other devices to quickly address a need, such as learning something, making a
purchase, finding a nearby store, or completing a task. These moments happen throughout the
day and are an opportunity for marketers to engage with consumers by providing relevant,
targeted content or ads. As consumers' expectations rise, especially in situations like shopping
decisions, businesses need to anticipate and respond to these micro-moments to influence
purchase behaviour. Successful brands will be those that effectively understand and cater to
these quick, real-time consumer needs.

4.Augmented and Virtual Reality Marketing

Augmented Reality (AR) and Virtual Reality (VR) marketing are innovative technologies that
brands use to enhance customer experiences and engage audiences in new ways.

• Augmented Reality (AR) marketing involves overlaying digital content (such as

images, videos, or information) onto the real world, often through smartphones, tablets,
or AR glasses. AR enhances the physical environment by adding virtual elements,
allowing customers to interact with products or services in a more immersive way. For
example, a furniture brand may use AR to let customers visualize how a piece of
furniture would look in their home before purchasing.
 • Virtual Reality (VR) marketing, on the other hand, immerses users in a fully digital
environment, creating an experience that doesn’t exist in the real world. VR typically
requires a headset, and it can transport users to completely virtual spaces where they
can engage with a product or service in a 3D setting. For instance, a travel agency may
use VR to offer virtual tours of destinations, or a car brand might let potential customers
test drive cars in a virtual environment.

5.Live Videos - More Storie; Live content is the fastest growing segment of internet video
traffic due to the remarkable developments in recent years through Facebook, Instagram and
Youtube, Live streaming content is effective because it is free, takes a short time to produce
while it offers a real-time user engagement. Moreover, it has the ability to generate greater
impressions than posts published in the newsfeed, especially if users choose to post them to
their stories. Live streaming content allows marketers to engage with their leads in a quickest
way possible, improve their relationship with followers, reach a broader audience and boost
their social channels traffic.

6. AI and Machine Learning: Global leaders like Amazon, Microsoft and Google extending
their resources in AI and machine learning. Al allows marketers to anticipate future probable
patterns of their customers based on collected data. With this data, marketers can then
determine how to better engage with their active buyers using different channels such as direct
mail, sales outreach, or digital advertising Several industries like food and beverage,
ecommerce, life science and healthcare have started using AI. For instance, many food retailers
use big data to determine the best delivery times of their products. This is done by gathering
data from different sources such as the weather, road traffic and temperature. In the e-commerce
industry, most customers say that personalization is an important role in their buying decisions.
E-commerce companies use big data to predict their shopper's demographics and behaviors in
order to create more personalized experiences such as sending customized discounts or re-
engagement emails.

7. Engagement-Based Email Marketing: Marketers have started to give more attention about
sending emails to subscribers who aro active on their lists, For instance, if a contact is regularly
examined with your emails, he should be regularly provided with content and updates about
your company until ho converts into a loyal customer, On the other hand, if a subscriber has
not opened an email for a certain period of time, he will be considered as a dormant contact
and will no longer receive additional emails. But to send the right email to the right segment,
marketers need to identify all their leads behaviours If the platforms they are using have
limitations to classify their audience into different segments based on their behaviours, they
can integrate their tools with other applications that allow them to do that. After all data is
determined and different segments are created according to defined criteria, marketers will be
able to target their leads more effectively with behavioural-based emails.

8. Rich Lead Profiling: Data enrichment has become more and more important now due to
companies that collect and manage complex data for millions of leads and businesses,
Marketers use data enrichment to reveal more details about their leads and personalize their
approach when attempting to contact them. The great advantages of data enrichment is that it
removes any wrong or inaccurate information that companies might have about a specific lead
such as his email, phone number or street address. These retrieved data are then used to obtain
other missing data. For instance, if you have an email of a particular lead, the data enrichment
process will fill in his name, phone number, street address, his job position and household
situation.

9. Browser Push Notifications: Push notifications are moving into the field of web browser
technology and are one of the most popular web development trends. Companies use browser
push notifications to reach their leads more effectively and communicate with their audience
in a more powerful way. Another major role such notifications play is retaining customers and
improving conversion rates. E-commerce companies for example, use browser push to retarget
their shoppers who abandoned their shopping carts and tempt them to complete their purchases

10. Content Personalization: The need for a personalized approach in marketing is becoming
more critical than ever. Although sending the right content to the right audience at the right
time is difficult, it will add a big value to content marketing strategy because it plays a major
role in boosting users engagement rates. Personalising or customising content for audience
relies on visitor's data in order to deliver relevant content. It consists of showing dynamic pages
based on specific criteria such as geographic, demographic or behavioural attributes with
highly targeted call to actions for the purpose of converting them more effectively. In the
ecommerce industry, personalized content has a good impact on consumers.
8.Explain the types of digital marketing.
Here are the main typos of digital marketing you should consider for your business.

1. Content Marketing

Content marketing ls a type of digital marketing that focuses on creating and distributing
content for a target audience. The content aims al boing valuable, relevant, and consistent ts
ultimate goal is to drive a profitable customer action. It means that content marketing is a long-
term strategy that focuses on building a strong relationship with your target audience by giving
them high-quality content that is very relevant to them on a consistent basis. In the broader
sense, content marketing is part of every other digital marketing activity, be it social media
marketing, SEO, or email marketing. Quality content should be the core of every other
marketing activity. Some examples of content marketing include: blog posts videos, podcasts,
infographics, white papers, case studies, eBooks.

2. Search Engine Optimisation (SEO)

SEO or Search Engine Optimisation is one of the most important types of digital marketing. It
is the process of getting traffic from the "free,"organic," "editorial" or "natural" search results
on search engines. By optimizing the content for search engines, business can increase a steady
stream of relevant traffic that will only grow over time. Without search engine optimisation,
people simply won't be able to find the firm on the Internet. It is important that the traffic that
drives to a website is relevant to an industry. Some optimisation techniques include:
researching relevant keywords and including them into your website copy, optimizing your
website titles, description and loading speed, building relevant back links.

3. Search Engine Marketing (SEM)

SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads
on search engines. It refers to a form of digital marketing that aims at increasing the visibility
of a website in search engines by using paid methods. With an increasing number of
consumers researching and shopping for products online, search engine marketing has
become a crucial online marketing strategy for increasing a company's reach. In search
engine marketing, advertisers only pay for impressions that result in visitors, making-it an
efficient way for a company to spend its marketing expenses and each visitor incrementally
improves the website's rankings in organic search results. Google AdWords is the most
popular paid search platform used by search marketers, followed by Bing Ads, which also
serves a significant portion of ads on Yahoo. We can recognise paid search results in Google
by the little sign "Ad" at the beginning of the URL. Also, Google puts these pages first in the
search results. By combining SEO and SEM, we can ensure quality traffic to website. With
the help of search engine marketing company can put itself in front of the audience that is
actively searching for services and brands.

4.Social Media Marketing (SMM)

Social media marketing refers to the process of using social media platforms to attract traffic
and attention This involves publishing content on social media profiles, listening to and
engaging followers, analyzing results and running social media advertisements, By using social
media business can increase exposure and build meaningful relationships with customers
Nowadays business use social media in different ways. For example, a business that is
concerned about what p people are. saying about its brand would monitor social media
conversations and response to relevant mentions (social media listening and engagement). A
business that wants to understand how it's performing on social media would analyse its reach,
engagement, and sales on social media with an analytics tool (social media analytics). A
business that wants to reach a specific set of audience at scale would run highly-targeted social
media ads (social media advertising). While everybody can benefit from SMM as a type of
digital marketing B2C and Saas companies tend to get the most out of it. Social media
marketing is all about listening to what customers have to s say, engaging in the conversation,
and sharing valuable content. The major social media platforms (at the moment) are Facebook,
Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. Together, content marketing,
SEO, and social media marketing constitute what is called " inbound marketing". It is a
marketing methodology that aims at attracting, engaging. and delighting leads. Some goals of
inbound marketing include attracting users' attention driving relevant traffic to the website, and
converting it into happy customers.

5. Pay-Per-Click Advertising (PPC)

Pay-per-click is a model of advertising where marketers pay a fee every time people click on
an ad. Basically, it is the process of buying visits to a site, as opposed to getting them
organically via SEO or other types of digital marketing. PPC is one of the types of paid
search. It is similar to SEM (search engine marketing) but can also include display
advertising (cost-per-click based), and affiliate advertising.
6. Affiliate Marketing

Affiliate marketing is one of the popular ways people make money online these days. Affiliate
marketing is a type of digital marketing where a person partners up with other businesses in
order to receive a commission for the traffic it generates for this business. Imagine this: you
put a link to an external website on your own blog or website. Every time a user proceeds to
this external website and makes a purchase, you receive a commission. This marketing strategy
might work especially well for bloggers| since they can write different types of articles on the
given topic and naturally include affiliate links.

7. Email Marketing

Email marketing is one of the most popular types of digital marketing. To put it shortly, it is
the use of email for promoting one products or services Email marketing might also refer to
building relationships with customers. Ideally, emails sending to clients should not only speak
at them but also on courage meaningful interaction with the brand. This marketing strategy
might work especially wall for bloggers, since they can write different types of articles on the
given topic and naturally Include affiliate links.

8. Instant Messaging Marketing

Instant messengers are the latest communication trend. There are billions of people globally
using WhatsApp on a monthly basis, followed by Facebook Messenger and WeChat, If you
want to be where your audience is, enter instant messaging marketing. People are much more
likely to trust the information sent via a messenger (as if it comes frorn a good friend) than
email or SMS that are vulnerable to spam.

9. What are the models of digital marketing?

There are many different types of digital marketing, with differing relationships existing with
each. The important models of digital marketing are discussed below.

1.Business-To-Business(B2B)

B2B(business-to-business) digital marketing is conducted between two separate businesses.

Digital marketing plays an important role in enhancing and transforming relationships between
and among business. They serve a limited member of customers. Business-to-Business /(B2B)
is the major type of digital marketing interaction. The Business to Business is a kind of digital
marketing which refers to a company selling or buying from other companies. One company
communicates with other companies through electronic medias. This is not a-new concept.
Many businesses have already been doing it since 1980's by means of Electronic Data
Interchange. Some of these transactions include sending and receiving orders, invoice and
shopping orders. It was an attractive alternative to the current process of printing, mailing
various business documents. But the high cost and maintenance of networks made it impossible
for small and medium sized business firms to trade over Internet. But with the introduction of
the Internet, all companies irrespective of their size of business can communicate with each
other electronically and cheaply. For example, as all of us know, www.amazon.com is an online
bookstore that sells books from various publishers. In this case, the publishers have the option
of either developing their own site or displaying their books on the Amazon site, or both. The
publishers mainly choose to display their books on www.amazon.com as it gives them a larger
audience. Now, to do this, the publishers need to transact with Amazon involving business
houses on both the ends, is the B2B model.

2.Business-To-Consumer(B2C)

Business-to-consumer digital marketing consists of t the sale of products or services from a

business to the general public. Products can be anything from clothing to flowers and the
products can also be intangible products such as online banking, stock trading, and airline
reservations. Sellers that use B2C business model can increase their benefits by eliminating the
middleman. This is called disintermediation because businesses sell products directly to
consumers without using traditional retail channels.

B2C (business-to-consumer) digital marketing is conducted between a business and a retail

consumer. B2C model is still relatively new and is gaining more prominence every day. It
involves customers gathering information, purchasing, and receiving products over an
electronic network. In this type of model, businesses directly sell to the end customer.

However, these sites require huge investments in terms of advertisement effort, hardware and
software required to support the many millions of-hits that they experience.

3.Consumer-To-Consumer(C2C)

Consumer-to-Consumer (C2C) digital marketing consists of individuals using the Internet to

sell products and services directly to other individuals. An online auction is a very good
example of C2C. eBay, Craigslist.org and www.bazee.com are common examples of online
auction. Web sites that provide a consumer to advertise and sell their products online to another
consumer. However, it is essential that both the seller and the buyer must register with the
auction site. While the seller needs to pay a fixed fee to the online auction house to sell their
products, the buyer can bid without paying any fee. The site brings the buyer and seller together
to conduct deals. Here if we have something to sell then it can get it listed at an auction site so
that others can bid for it. Thus consumers auctions goods to other consumers. The highest
bidder at the end of the bidding period purchases the item. The site then provides a connection
between the seller and buyer to complete the transaction. The site provider usually charges a
transaction cost. eBay is one of the largest C2C e-commerce sites today. For example, a
customer plans to sell his products to other customers on the Web site of eBay, he first needs
to interact with an eBay site, which in this case acts as a facilitator of the overall transaction.
Then, the seller can host his product on www.ebay.com, which in turn charges him for this.
Any buyer can now browse the site of eBay to search for the product he interested in. If the
buyer comes across such a product, he places an order for the same on the Web site of eBay.
eBay now purchase the product from the seller and then, sells it to the buyer. In this way, though
the transaction is between two customers, an organization acts as an interface between the two
organizations. Another popular form of C2C is peer-to-peer. P2P is an Internet network that
allows users with the same network in software to connect to each other's hard disks and
exchange files.

4. Business-To-Government

B2G stands for Business-to-Government and refers to the supply of goods and services for
online government procurement. This is a huge market which mainly covers everything from
office supplies to military equipment. B2G websites offer lower costs and greater choice to the
administration, and make government tendered offers more accessible to companies.
Governments in some developed and developing countries are beginning to reorganize the
management of public procurement systems over the Internet, opening the prospect of sizeable
business-to-government (B2G) transactions, One of the main B2G activities is paying
government taxes and foo8 online such as vehicle tax, property tax and income tax. The
technology is also being used by governments for the transmission or receipt of information
(G2B, G2C)to improve convenience and lower the cost of payment systems and tax compliance
(C2G), and by businesses to manage after-sales service and to develop direct consumer
marketing.
5.Business-To-Employee(B2E)
Business to employee (B2E) refers to the digital marketing which utilizes the intra business
network that allows the companies to render services and also at times products to their own
customers. Most of companies use business-to-employee processes to automate the employee
related issues for the corporate purposes. Some of the most common examples for the B2E
applications are the online insurance policy management, corporate dissemination, online
supply requests, special offers for the employees and also the reporting for the benefits of the
employees. The business to employee are gradually becoming the standard form in case of
optimizing the human resource functions of an organization. It helps in nurturing the relations
between the employee and the organization. As a result, a strong bond develops between the
employee and the company. If the company starts realizing the problems of the employee and
take care of all their essential needs, it is very obvious that the receiver will also try to pay it
back in the same way to the company. In fact, a company grows with the cooperative growth
of all the employees. B2E digital marketing is different from other type since it is not a revenue
form of business. Otherwise, it increases profits by reducing expenses within a company.
Instead of having to look everything up manually they can collaborate with each other and
exchange data and other information.

10.What are the disadvantages of B2B business model?

The B2B (Business-to-Business) model, while effective for many businesses, comes with
several disadvantages:

1. Longer Sales Cycle: B2B transactions often involve a more complex decision-making
process, with multiple stakeholders and approval stages. This leads to longer sales
cycles, making it harder for businesses to generate quick revenue.

2. High Customer Acquisition Costs: Because B2B sales often require targeted marketing,
relationship-building, and in-depth consultations, the cost of acquiring new customers
can be high, especially in competitive industries.

3. Limited Market Size: B2B businesses usually target a smaller, more specific audience
than B2C businesses. This limits the total market size and potential for rapid growth.

4. Dependence on Key Clients: B2B companies often rely on a small number of large
clients. Losing a major customer can significantly impact revenue and stability.
 5. Customization Demands: B2B products and services often require customization to
meet the specific needs of each client, which can increase operational complexity and
costs.

6. Complex Legal and Contractual Obligations: B2B transactions are often bound by
contracts and legal agreements that can be time-consuming to negotiate and enforce,
adding additional layers of complexity to the business process.

7. High Competition: The B2B market can be saturated with many players offering similar
products or services, leading to increased competition and pricing pressure.

Despite these challenges, the B2B model remains a strong approach for businesses targeting
other businesses, but it requires careful strategy and planning to overcome these disadvantages.

11.Explain the benefits of B2C business model.

The following are the important benefits of Business to Consumer model.

1. Lower marketing costs: Expenses relating marketing is comparatively cheap in electronic

medias than traditional media. It can also catch the attention of large number of consumers with
minimum expenses.

2. Lower order processing cost: Business firms can check orders from customers and ensure
its accuracy before proceeding delivery goods

3. Better Customer Service: Customers can visit the website at any time on other convenience
and get all information regarding various matters online. This process satisfies the consumer
and retains them with the company and its products

4. Lower Customer support cost: Customers can refer to the web site for basic questions and
doubts, so that number of customer service staff can be reduced, thus reducing the cost again

5. Wider Markets: The web site is open and accessible at any time on any day that reaches
customers all over the world. Geographical barriers do not restrict trade over Internet.
12. What are the benefits of online advertisement?
Advertising on the Internet offers potential benefits that are not available through traditional
advertising media

1. Global Accessibility: The Internet expands the company's market to include global markets,
allowing those from around the world to visit the website. These ads provide much wider global
coverage and helps making them reach more audiences. Companies can respond to this global
accessibility easily by having pages available in languages other than English. Gaining brand
recognition from a global market could give a company the competitive advantage it needs in
a marketplace that is increasingly expanding its borders.

2. Rich Content: The traditional media of advertising such as television, radio, billboard, and
print message of advertisement is constrained. With The Internet, the advertising message is
no longer so constrained. The Internet allows for communicating to consumers substantially
more content rich product information.

3.Affordability: Maintaining an Internet ad is less costly than traditional advertisements and

lacks the delays of other media. It is very much affordable and costs comparatively less than
any other advertising media.

4.Speed: Internet advertising method Is faster than any other traditional advertising media.
Internet advertisements reach customers from worldwide in a much lesser time when compared
to other advertising media

5.Quick Updating: On-line information can be quickly and easily changed and updated.

6. Provides Brand Relevant Information: Certain brand-relevant information may have been
included in online advertising. But this is not possible in traditional ad due to the space
limitations. The on-line ad can contain more brand-relevant information in order to build brand
image. For instance the site can contain details about t the company; provide detailed
information about the organizations it- Sponsors, and link to interesting image- related sites

7. Easy Collection of Data: In exchange for this information or other product incentives the
company can easily and inexpensively collect detailed data about their Internet market as well
as obtain precise measures of which pages in their sites were visited, for how long, how the
individuals came to the site, and where the visitors came from.
8. Greater Flexibility: In addition to the global benefits, the Internet's interactive nature allows
for greater flexibility than traditional media in the type of information transmitted and the
method of transmission. For instance, decisions regarding whether the information should be
technically advanced or simple, whether the information should be textual, graphical, video or
auditory and whether a product demonstration or detailed product description is used can all
be made by the consumer rather than the advertiser.

9. Better Customer Relation: Besides consumers' customizing the advertisement to their own
needs, the internet’s interactive capabilities can also enhance customer-company relations
through the features such as always being open and available upon demand reducing purchase
uncertainty through on-line product trials or demonstrations and providing on-line, up-to-date,
accurate technical support.

10. Facilitate Purchase Decisions: Finally, the Internet can facilitate purchase decisions not
only by providing detailed product and purchase details, but also by giving consumers the
option of buying at that moment from their own homes. This removes the gap between
advertising exposure and purchase response.

13. Discuss the weakness of online advertisement?

The main weaknesses of internet advertising are briefly discussed below.

1. Not a substitute for traditional advertising: Internet advertising is not a substitute for
traditional advertising models like print advertising and TV advertising. Internet advertising
will quickly lose its value and its impact for various reasons. Traditional advertising simply
cannot be carried over to the internet. For example, a full-page advertisement in the Hindu
newspaper or 30-second advertisement in a well-known TV broadcasting cannot be done

2. Unsolicited in nature: Unsolicited nature of internet advertising is another major on

internet. drawback of internet advertising. Pushing a message to a potential customer when it
has not been requested by him and when the consumer in the midst of some other work on the
net, will fail as a major revenue source for most internet sites, This is particularly true when
the consumer knows that the sponsor of the advertisement has paid to have this information,
which was not verified by anyone.

3. Misdirection: Misdirection means sending customers to web locations other than the ones
for which they are searching. This is Google's business model. Monetization of misdirection
frequently takes the form of charging companies for keywords and threatening to divert their
customers to Q competitor if they fail to pay adequately for keywords that the customer is
likely to use in searches for the companies' products.

4. Emergence of contextual mobile advertisements: At present contextual advertisement

delivered to mobile phones through SMS. If a person communicates with his friends or relatives
through mobile phone, advertisers capture all-knowing information relating to his tastes,
requirements and accordingly instant advertisements are delivered in their mobile phones. This
has resulted in the reduction of popularity of internet advertising

5. Cluttered Appearance: The greatest weakness of online advertising is its often cluttered
appearance. Advertising that is disorganized and difficult to read, as well as presenting too
much information at one time, often turns viewers off.

6. Not suitable for all products and Services: Another drawback of the Internet ad is that it
is not always a suitable environment for advertising all products and services leaving some
advertisers to find other methods of promoting their products. The Internet, however, is great
at targeting niche audiences and communities. The sale and promotion of music and night
venues can be very successfully advertised through social networking sites such as Facebook-
and Twitter. The reason for this is that they can target specific audiences and age groups

7. Less Dependable: One of the biggest problems with Internet advertising is that because of
the large number of SPAM and unsolicited emails that are sent out, visitors can have difficulty
to distinguish between genuine advertising and false advertising and therefore the
trustworthiness of advertisements is brought into question. Research has found that visitors
trust less than two percent of banner advertisements seen online.

8. Ad on traditional lines: The Internet has the potential to experiment new and innovative
advertising strategies, but most advertisers are not exploiting this opportunity. Advertising is
moving to the online environment, but the advertisers are simply displaying traditional
advertisements on the new platform and not making use of the interactivity that only the web
can offer.

9. Blocking of Ad: People have now learned to block out the vast majority of the
advertisements that they see. They can hide or not subscribe advertisements that they not want
to listen. This is because paying attention to all the commercials would make the people mad.
Advertisements come up with a clever slogan, flashy graphics, and throw in a beautiful model
will finally succeed in not environment.
10. Mistrust: With so many scams and misinformation on the Internet, companies and people
increasingly mistrust Internet content. Advertisements are no exception. Internet security is not
getting better; it is getting worse day by day.

11. Disabling Features: Due to security weaknesses in Internet software, particularly

Microsoft's Internet Explorer, many visitors are disabling scripting, add-ons and other features
that companies rely on for delivering advertisements. Many are also switching to browsers that
disable features used by advertisers by default.

14. What are the different types of social media?

There are large number of social media sites. apps and platforms, and therefore classifying
them is quite difficult. Anyway, the following are main types of social media

1. Social networking: When most people think of social network, they think of sites such as
Facebook. which allows users to post most forms of media and share with close group of friends
or, if they prefer, the whole world. For the digital strategy these networks can offer significant
brand awareness opportunities and direct conversion campaign opportunities. Facebook, for
example, offers paid campaigns, company pages and even insights to provide analytics on
performance. These networks are probably the broadest in terms of opportunity.

2. Blogs and micro-blogging: Blogging is much popular. While some bloggers have hundreds
of thousands of followers, the majority are small hobby sites for close family and friends. The
spread of blogs is due in part to the relative simplicity of setting up. Blogging platforms such
as Blogger and WordPress are popular. While some blogs are global phenomena, some are
confined to certain areas Both types, of course, have different purposes and need to be
considered differently by marketers. Twitter is useful to push out condensed messages and
indeed to receive them from customers Blogs allow for more detailed consideration and can
therefore have quite considerable power over potential customers and can have a significant
impact on sales. Blogs can offer an opportunity to organisations that have rich content to share
or have products and services that can be promoted to highly relevant blog sites.

3. Visual media sharing: A number of social platforms have been developed that focus on
visual media, the most universal being video-sharing site YouTube; popular photo or image-
sharing sites include Pinterest, Flikr and Instagram. Amore recent phenomenon is short bite-
sized video or images, the 'Twitter of video'. Two good examples are SnapChat, where the user
'snaps' a photo or a video, adds a caption, and then sends it to a friend which creates short,
looped video clips. Being able to .c create adverts that fit with the visual medium is highly
relevant for some businesses in areas such as media and fashion although not relevant for
others.

4. Professional networking: Professional networking sites are largely for the business or
academic world. LinkedIn is the most known. The great benefit being that Linkedln contacts
remain up to date regardless of the number of job switches a person may have, Also within this
category are a number of document-sharing sites, for example Slideshare and Docstoc, which
are both useful for publishing more formal content and researching an opportunity. Here the
opportunity is not only to attract new employees but also to disseminate content to other
professionals. This can be particularly advantageous in the B2B space, where being a thought
leader and gaining trust are vital to success.

5. Reviews and ratings: Reviews and ratings sites answer a very basic human need- peer
approval. We don't like to make mistakes when purchasing goods and services and, in this, peer
reviews have always been important. The internet has allowed us to expand our 'peer set on a
global scale. One of the best-known review sites is TripAdvisor, which covers over 4.5 million
accommodations, places and attractions and operates in 45 countries. The power of consumer
reviews has encouraged brands to offer customers the ability to review their products/services
on-site.

6. Forums: Forums are often considered a little outdated. However, there are still many highly
active forums, though usually part of a larger site. These forums provide an opportunity for
business to engage directly with customers and prospects alike, and can add genuine value to
the conversation. Forums can be a great way to monitor overall brand sentiment and understand
any concerns or complaints.

7. Content: Discovering great new content is increasingly difficult in a world dominated by

big media brands and the vast quantity of new content added every second to the web. To help
solve this issue a number of content curation services have be on created the vast majority of
which leverage the power of the crowd to perform the curation. Storify is a good example of a
more commercially focused platform; focus more to businesses than individuals, it allows for
collaboration as well as curation. Reddit is a good example of a very broad platform that is
perhaps more consumer than business focused.

8. Social publishing: This allows scheduling of posts, team collaboration and, as one of the
most widely used publishing platforms, is well supported. It has value from a customer service
perspective.
9. Social advertising: For years many digital marketers believed that social and advertising
were simply not well-matched, the reason being that when, for. example, on Facebook users'
mindsets were not generally in shopping mode But now this turns out to be wrong. The problem
was not that Facebook's audience had a lack of mood, the problem was Facebook's layout. In
short, the ads were way too easy to ignore and in 2013 Facebook took the brave step of
including them in the main news feed. The placement of ads made a difference, as did the
targeting. which allows advertisers to create look-a-like' groups based on their current customer
base. The mix of better targeting and better ad placement has worked wonders for advertisers
and, of course, Facebook's bottom line. Social can absolutely be a direct response channel and
indeed is well suited as such for some brands.

15. Explain the need for social media advertising.

1. Customers are on social media: One of the best reasons for business to be marketing
through social media is that customers are spending their time on these channels. It is expected
that by 2021 the number of worldwide social media users is expected to reach about 3.1 billion
people. With SO many consumers using social media every day, this presents great opportunity
for businesses who want to reach their online audience.

2. Consumers receptiveness: Users are active on social media platforms because these
channels offer a fun and easy way to network, keep in touch with friends and family, and stay
connected with what is going on in the world. 95% of online adults ages 18 to 34 are likely to
follow a brand on social media. However, when users follow brands and engage with their
social media profiles, it is because they find the content and information in these social media
ads valuable. The reason why consumers may be more receptive to brand message on social
media is because social media allows you to be more conversational and show a different side
of your brand.

3. Increase brand recognition: Another benefit of marketing through social media is that it
helps improve visibility, and thus increase recognition for a brand. Business social media
profiles present new opportunities to share the content and really present brand's voice and
personality. By posting compelling content that adds value to target audience. It makes the
brand both more accessible and familiar for new leads and current customers.

4.Increases inbound traffic: Social media profiles provide another way to get more inbound
traffic to a website. This makes marketing through social media an excellent strategy to
complement with search engine optimisation efforts. Each piece of content that post to social
media profiles is another opportunity to bring new visitors to the site, Once the visitor gets to
the site, there will have the opportunity to convert. Iin order to get the most inbound traffic
possible, it a important to consistently publish content that is engaging and adds value for target
audience If the website is optimised for conversions than it will only be a matter of time before
these new leads convert into customers.

5. Help to reach specific audiences: Another benefit of social media marketing is that
companies are able to strategically target different audiences based on the channels the brand
is active on. Rather than just putting marketing message out there for everyone to See, company
can reach target market and work to drive more qualified leads back to site. So create a clear
list of audience demographic values -the more detailed it is, the better. This list can include
their gender, age, location, interests, the brands they follow, hobbies, etc. Knowing these values
will give more idea on which social media channel We should use to reach them.

6. Helps to target and retarget ideal consumers: With sophisticated targeting capabilities,
social media platforms like Facebook help to target ideal buyers, which allow driving more
relevant traffic to the site. This is the best way to get the most out of your marketing spend.

7. Cost effective: One of the greatest benefits of marketing through social media is that it can
do marketing with minimum costs. Most of social media results will come from investing time
in creating and publishing content as well as having conversations with fans and followers.
Even just a few hours a week can have significant results.

8. Improve your search engine rankings: Search engines may be using social media
presence in their rankings. Successful brands tend to have a healthy social media presence, so
a strong social media presence may act as a signal to search engines that the brand is
valuable, credible, and trustworthy.

9. Competition is on social media: There is a good possibility that competitors are already
present and involved on social media channels. This not only suggests that there is
opportunity for a brand to do well on these channels, but it means that some of your potential
customers may already be talking with the competition as we speak. If a company to remain
competitive in the digital marketplace, it is very important to start working toward building a
presence on social media. Social media content allows not only show a little bit of brand
personality, but it also presents an effective outlet for demonstrating industry expertise and
knowledge. This is one of the best ways to meet the competition and bring in more relevant
online traffic.
10. Higher conversion rates: social media has a 100% higher lead-to-close rate than other
marketing tactics. That could be because every post and each interaction in the social media
channels is an opportunity to convert an interested lead into a happy customer. By building a
report with leads and customers and posting valuable content on a consistent basis the brand
can work to improve trust and credibility, which leads to more conversions.

16. Discuss the different types of social media advertising

All the major social networks offer advertising options, When thinking about which social
networks to use for advertising, it is necessary to consider its performance. Let's see types of
ads each network has to offer.

1. Facebook ads

Facebook is popular across demographics and offers detailed targetting options, This makes it
a great platform to get started with social media advertising. Facebook ads are designed to
help to achieve three broad types of campaign objectives.

• Awareness: Build brand awareness or increase reach.

• Consideration: Send traffic to website, increase engagement, encourage app installs or
video views, generate leads, or encourage people to communicate with you on
Facebook Messenger.
• Conversion: Create online conversions, make catalog sales, or drive foot traffic to
offline stores.

Facebook offers different options for making advertisements.

(a) Photo ads: In addition to a photo, Facebook photo ads include 125 characters of text plus
a headline and link description. They can also include a call-to-action button like Shop Now
or Send Message.

(b) Video ads: Facebook video ad options range from short mobile video ads up to 240-
minute promoted videos designed to be watched on desktop. Facebook video ads can work
well in conjunction with a TV ad campaign. Even if T.V.is not part of your marketing mix,
video ads can be a great way to draw people in.

(c) Stories ads: In this full-screen format, photos display for six seconds, and videos can last
up to 15 seconds. We cannot specifically select Facebook Stories ads on their own. They are
included as a possible placement when select Automatic Placements when
(d) Carousel ads: A carousel ad allows include up to 10 images or videos, each with their own
link, all in one ad. Carousel ads work well to exhibit different features of a product, or to explain
a step-by-step process. They are also suitable to present multiple products.

(e) Slideshow ads: A slideshow is an ad that creates a video from several static images. If a
company not ready to try video ads but want to move beyond static photos, slideshow ads are
a great option. These ads can show off colourful product in an eye-catching way.

(f)Collection ads: A collection ad highlights products right in the Facebook food, The ad
includes a cover photo or video plus product images with pricing and other details. This allows
people to learn more about a product without leaving Facebook. When someone clicks on the
ad, they go to an Instant experience.

(g) instant Experience ads: Formerly called Carousel ads, these are full-screen interactive ads
for the mobile feed. An Instant experience ad can include up to 20 images or up to two minutes
of video, We can include a call-to-action button with up to 30 characters of text.

(h) Messenger ads: Messenger ads are simply Facebook ads placed on the home screen of the
Messenger app. We can use them to encourage people to connect with businesses on
Messenger, but they can also link to a site.

(i) Lead generation ads: Facebook lead generation ads are mobile-only ads that include pre-
populated forms. This makes it easy for people to: sign up for a newsletter, request a free trial
and ask for a quote.

(j) Instagram ads: Facebook owns Instagram. So it is not surprising that Instagram ads
support the same three broad categories of campaign objectives as Facebook ads.

2. Twitter ads

Twitter ads work towards five different business objectives:

• Website clicks: Promote Tweets with Website Cards to encourage people to visit and
take action on website.
• Tweet engagements: Promote Tweets with the goal of starting conversations about a
brand. We need to pay for the initial engagement.
• Followers: Promote Twitter account and pay per follower gained.
• Awareness: Promote Tweets to a broad audience and pay for impressions (CPM).
3. Snapchat ads

Snapchat ads can help to achieve three types of marketing objectives:

• Awareness: Reach a large audience to increase awareness of your brand.

• Consideration: Drive traffic to yaour website or app, increase engagement, and
encourage app installs, video views, and lead generation
• Conversions: Drive website conversions or catalog sales.

4. Linkedln ads

Linkedln ads help business with three types of marketing objectives: awareness, consideration
and conversions. Linkedln is much more business-oriented than the other social networks. It
offers targeting options based on professional qualifications like job title and seniority.

Sponsored Content ads appear in the news feed on both desktop and mobile They are used to
get the content in front of a larger audience and showcase brand expertise Sponsored InMail
is similar to email marketing, except that the messages go directly to users' LinkedIn inboxes.
However, Sponsored InMail has an interesting unique feature Users only receive ad messages
while they are active on LinkedIn.

5.YouTube ads

YouTube ads can help business to achieve the following business goals:

• Collect leads
• Drive website traffic
• Increase product and brand consideration
• Build brand awareness and extend your reach

There are a few different video ad formats available on YouTube. Since Google owns
YouTube, a Google AdWords account is needed to create YouTube ads.

TrueView, Ads automatically play before, during, or after other videos on YouTube. They can
also appear in other places in Google's display network, such as apps or games Users get the
option to skip ad after five seconds. The recommended video length is generally 30 seconds
or less.
Non-skippable YouTube ads are short ads that appear either at the start of a video or at the
midpoint of a video at least 10 minutes long. The ads are a maximum 20 seconds long, and
they can't be skipped.

4. Pinterest ad

Another social network with visual content like Instagram is Pinterest. However, targeting on
Pinterest is a bit different from Instagram. With over 250 million active users each month, firms
can expect to reach a good audience for products that are designed for women. The platform is
ideal for creative design products. People are always active, and the engagement on the
platform is high. Another great feature is that the ads (promoted pins) blend easily with the
user-created content to avoid distractions.

Essay Questions
7. What is digital marketing? Discuss the important business models of digital
Marketing
Digital marketing is the practice of promoting products, services, or brands through digital
channels and technologies to engage and reach a target audience. It leverages platforms like
search engines, social media, email, websites, and mobile apps to deliver marketing messages,
drive customer engagement, and achieve business goals. The interactive and measurable nature
of digital marketing makes it a vital tool for businesses in today's digital-first world.

There are many different types of digital marketing, with differing relationships existing with
each. The important models of digital marketing are discussed below.

1.Business-To-Business(B2B)

B2B(business-to-business) digital marketing is conducted between two separate businesses.

Digital marketing plays an important role in enhancing and transforming relationships between
and among business. They serve a limited member of customers. Business-to-Business /(B2B)
is the major type of digital marketing interaction. The Business to Business is a kind of digital
marketing which refers to a company selling or buying from other companies. One company
communicates with other companies through electronic medias. This is not a-new concept.
Many businesses have already been doing it since 1980's by means of Electronic Data
Interchange. Some of these transactions include sending and receiving orders, invoice and
shopping orders. It was an attractive alternative to the current process of printing, mailing
various business documents. But the high cost and maintenance of networks made it impossible
for small and medium sized business firms to trade over Internet. But with the introduction of
the Internet, all companies irrespective of their size of business can communicate with each
other electronically and cheaply. For example, as all of us know, www.amazon.com is an online
bookstore that sells books from various publishers. In this case, the publishers have the option
of either developing their own site or displaying their books on the Amazon site, or both. The
publishers mainly choose to display their books on www.amazon.com as it gives them a larger
audience. Now, to do this, the publishers need to transact with Amazon involving business
houses on both the ends, is the B2B model.

2.Business-To-Consumer(B2C)

Business-to-consumer digital marketing consists of t the sale of products or services from a

business to the general public. Products can be anything from clothing to flowers and the
products can also be intangible products such as online banking, stock trading, and airline
reservations. Sellers that use B2C business model can increase their benefits by eliminating the
middleman. This is called disintermediation because businesses sell products directly to
consumers without using traditional retail channels.

B2C (business-to-consumer) digital marketing is conducted between a business and a retail

consumer. B2C model is still relatively new and is gaining more prominence every day. It
involves customers gathering information, purchasing, and receiving products over an
electronic network. In this type of model, businesses directly sell to the end customer.

However, these sites require huge investments in terms of advertisement effort, hardware and
software required to support the many millions of-hits that they experience.

3.Consumer-To-Consumer(C2C)

Consumer-to-Consumer (C2C) digital marketing consists of individuals using the Internet to

sell products and services directly to other individuals. An online auction is a very good
example of C2C. eBay, Craigslist.org and www.bazee.com are common examples of online
auction. Web sites that provide a consumer to advertise and sell their products online to another
consumer. However, it is essential that both the seller and the buyer must register with the
auction site. While the seller needs to pay a fixed fee to the online auction house to sell their
products, the buyer can bid without paying any fee. The site brings the buyer and seller together
to conduct deals. Here if we have something to sell then it can get it listed at an auction site so
that others can bid for it. Thus consumers auctions goods to other consumers. The highest
bidder at the end of the bidding period purchases the item. The site then provides a connection
between the seller and buyer to complete the transaction. The site provider usually charges a
transaction cost. eBay is one of the largest C2C e-commerce sites today. For example, a
customer plans to sell his products to other customers on the Web site of eBay, he first needs
to interact with an eBay site, which in this case acts as a facilitator of the overall transaction.
Then, the seller can host his product on www.ebay.com, which in turn charges him for this.
Any buyer can now browse the site of eBay to search for the product he interested in. If the
buyer comes across such a product, he places an order for the same on the Web site of eBay.
eBay now purchase the product from the seller and then, sells it to the buyer. In this way, though
the transaction is between two customers, an organization acts as an interface between the two
organizations. Another popular form of C2C is peer-to-peer. P2P is an Internet network that
allows users with the same network in software to connect to each other's hard disks and
exchange files.

4. Business-To-Government

B2G stands for Business-to-Government and refers to the supply of goods and services for
online government procurement. This is a huge market which mainly covers everything from
office supplies to military equipment. B2G websites offer lower costs and greater choice to the
administration, and make government tendered offers more accessible to companies.
Governments in some developed and developing countries are beginning to reorganize the
management of public procurement systems over the Internet, opening the prospect of sizeable
business-to-government (B2G) transactions, One of the main B2G activities is paying
government taxes and foo8 online such as vehicle tax, property tax and income tax. The
technology is also being used by governments for the transmission or receipt of information
(G2B, G2C)to improve convenience and lower the cost of payment systems and tax compliance
(C2G), and by businesses to manage after-sales service and to develop direct consumer
marketing.

5.Business-To-Employee(B2E)
Business to employee (B2E) refers to the digital marketing which utilizes the intra business
network that allows the companies to render services and also at times products to their own
customers. Most of companies use business-to-employee processes to automate the employee
related issues for the corporate purposes. Some of the most common examples for the B2E
applications are the online insurance policy management, corporate dissemination, online
supply requests, special offers for the employees and also the reporting for the benefits of the
employees. The business to employee are gradually becoming the standard form in case of
optimizing the human resource functions of an organization. It helps in nurturing the relations
between the employee and the organization. As a result, a strong bond develops between the
employee and the company. If the company starts realizing the problems of the employee and
take care of all their essential needs, it is very obvious that the receiver will also try to pay it
back in the same way to the company. In fact, a company grows with the cooperative growth
of all the employees. B2E digital marketing is different from other type since it is not a revenue
form of business. Otherwise, it increases profits by reducing expenses within a company.
Instead of having to look everything up manually they can collaborate with each other and
exchange data and other information.

2. What is online advertising? Explain different types of online advertising

Online advertising is a powerful tool in the digital era, enabling businesses to reach their
target audience efficiently through the internet. With the rise of digital platforms, online
advertising is gradually replacing traditional media such as television, newspapers, and radio.
Businesses now have access to various types of online advertisements to cater to different
marketing objectives. Below is an exploration of the most common types of online
advertising.

1. Banner Advertisements

Banner advertisements are one of the earliest and most widely used forms of online
advertising. They appear as rectangular graphics on web pages, typically at the top, sides, or
bottom. These ads are versatile and can be static, animated, or interactive, aimed at increasing
brand visibility.
Under banner advertisements, there are several payment models:

• Cost-Per-Click (CPC): Advertisers pay whenever a user clicks on the banner ad. This
model is effective for driving traffic to websites.

• Cost-Per-Impression (CPI) / Cost-Per-Thousand Impressions (CPM): Advertisers pay

based on the number of times their ad is displayed, making this model ideal for
boosting brand awareness.
 • Cost-Per-Action (CPA): Payment is made only when a user completes a specific
action, such as a purchase or registration, ensuring goal-oriented results.

• Cost-Per-Lead (CPL): This model focuses on generating leads, where advertisers pay
for user information such as email addresses or phone numbers.

2. Floating Advertisements

Floating advertisements appear temporarily on a user's screen and are often animated or
video-based. These ads capture attention by moving or staying on the screen for a few
seconds, ensuring high visibility. However, they can sometimes be intrusive and disrupt user
experience.

3. Interstitials

Interstitial ads are full-screen advertisements that appear between web pages or during
transitions. For example, they may show up when a user clicks from one page to another.
These ads are highly effective for showcasing rich media content but can be annoying if
overused.

4. Unicast Advertisements

Unicast advertisements are similar to television commercials but run online in a separate
window. These ads include sound, video, and animation, offering an immersive experience.
Unlike TV ads, they allow users to click for additional information, combining the strengths
of traditional and digital media.

5. Pop-Up Advertisements

Pop-up advertisements are separate windows that open when a user visits a webpage. These
ads can be effective in grabbing attention but are often blocked or ignored by users due to
their intrusive nature.

6. Contextual Advertisements

Contextual advertising involves displaying ads relevant to the content of the webpage being
viewed. For instance, a fitness blog might show ads for workout equipment or health
supplements. This ensures that the ads are targeted to user interests, increasing engagement.
7. Advertorials

Advertorials are paid content written in the style of an article. They provide information
about a product or service while subtly promoting it. These ads are commonly found in online
magazines, blogs, and news portals.

8. E-Zines

E-zines are electronic magazines that cater to specific audiences. They often include
advertisements targeted at their niche readership, offering a cost-effective alternative to print
media.

9. Newsletters

Newsletters are periodic emails sent to subscribers containing updates, industry news, and
promotions. They help businesses maintain regular communication with their audience.

10. Auctions

Online auctions allow businesses to sell products to the highest bidder, creating a competitive
environment that can attract a large audience.

11. Spam Emails

Spam emails are unsolicited messages sent to large groups of recipients without their
permission. While cost-effective, they are often viewed negatively and can harm a brand’s
reputation.

12. Targeted Emails

Targeted emails are directed at specific demographics or user profiles. Unlike spam, these
emails are personalized to match user interests, making them more relevant and engaging.

13. Opt-In Emails

Opt-in emails are sent to users who have willingly subscribed to receive updates and
promotional content. These emails are effective in building trust and ensuring high engagement
rates.

Online advertising offers businesses a versatile and measurable way to promote their products
and services. By leveraging different types of advertisements and payment models,
businesses can effectively target their audience, boost visibility, and achieve their marketing
goals. The flexibility and reach of online advertising continue to make it a cornerstone of
modern marketing strategies.