FACULTY OF COMMERCE

2023 - 24

SEMESTER 4
SUBJECT: DIGITAL MARKETING &
CYBER SECURITY
(Foundation Course)

COMPILED BY
Dr. KRUPA BHATT Dr. HASTIMAL SAGARA
Dr. ANJALI TRIVEDI Dr. NAISHAL RAVAL

STUDY MATERIAL FOR REFERENCE

 Digital Marketing and Cyber Security
Foundation Course
Study Material

Unit No. Unit Details

I Introduction Digital Marketing

● What is Digital Marketing?

● Understanding Marketing Process
● Why Digital Marketing Wins Over Traditional Marketing?
● Understanding Digital Marketing Process

II Search Marketing

● Basics of search marketing

● Overview of Google AdWords

Web Analytics

● Introduction to google analytics

● Interpreting the data in google analytics

III Social Media Marketing

● Different social media channels

● Social media for various businesses
● Measuring social media ROI
● Content marketing
IV Introduction Cyber Security
● History of Internet
● Cyber crime
● Methods of cyber crime
● Importance of cyber security
● Guidelines for setting up a password
● Case study
 UNIT 1: NTRODUCTION TO DIGITAL MARKETING

(1) WHAT IS DIGITAL MARKETING?

Digital marketing refers to the use of digital channels, platforms, and technologies to promote
and advertise products, services, or brands to a target audience. Unlike traditional marketing,
which relies on offline channels such as print media or television, digital marketing leverages
online channels to reach and engage with consumers.

The primary goal of digital marketing is to connect with potential customers through various
digital mediums and influence their purchasing decisions. Here are key components and
strategies within digital marketing:

1. Search Engine Optimization (SEO):

o SEO involves optimizing a website's content and structure to improve its
visibility in search engine results. The goal is to increase organic (non-paid)
traffic to the website by ensuring it ranks higher in search engine listings.
2. Content Marketing:
o Content marketing focuses on creating and distributing valuable, relevant, and consistent

content to attract and retain a target audience. This content can take various forms,
including blog posts, articles, videos, infographics, and more.
3. Social Media Marketing:
o Social media marketing involves using social media platforms (such as
Facebook, Instagram, Twitter, LinkedIn, etc.) to promote products or services.
It includes activities like creating and sharing content, engaging with followers,
and running paid advertising campaigns.
4. Email Marketing:
o Email marketing involves sending targeted messages and promotional content
to a group of subscribers or potential customers via email. It is often used for
newsletters, product announcements, and promotional offers.
5. Search Engine Marketing (SEM):
o SEM involves using paid advertising on search engines to increase a website's
visibility in search engine results pages (SERPs). This often includes pay-per-
click (PPC) campaigns, where advertisers pay a fee each time their ad is clicked.
6. Influencer Marketing:
o Influencer marketing leverages influencers—individuals with a significant
online following—to promote a brand or product. Influencers can create content
featuring the product and share it with their audience.
7. Affiliate Marketing:
o Affiliate marketing is a performance-based strategy where businesses reward
affiliates for driving traffic or sales to their website through the affiliate's
marketing efforts. Affiliates earn a commission for each sale or lead generated.
8. Online PR (Public Relations):
o Online PR involves managing a brand's online presence and reputation. This
includes activities such as online press releases, media outreach, and reputation
management through social media and other digital platforms.
9. Mobile Marketing:
o Mobile marketing focuses on reaching and engaging users on mobile devices.
This includes mobile-optimized websites, mobile apps, and targeted advertising
on mobile platforms.
10. Analytics and Data-driven Marketing:
o Analytics tools are used to track and measure the performance of digital
marketing campaigns. Data-driven insights help marketers make informed
decisions, optimize campaigns, and understand consumer behavior.
Digital marketing allows businesses to reach a global audience, target specific demographics,
and measure the effectiveness of their campaigns with greater precision compared to traditional
marketing methods. The dynamic and evolving nature of digital marketing requires businesses
to stay updated on industry trends and adapt their strategies to effectively connect with their
target audience in the digital space.

(2) UNDERSTANDING MARKETING PROCESS

The marketing process is a series of steps that businesses follow to identify, anticipate, and
satisfy customer needs while achieving their own organizational goals. This process involves
understanding the market, developing a product or service, creating awareness, attracting
customers, and building long-term relationships. The marketing process typically includes the
following key steps:

1. Understanding the Market:

o Market Research: Conduct research to understand the needs, preferences, and
behaviors of the target market. Analyze competitors, industry trends, and
consumer insights to inform decision-making.
2. Identifying Target Audience:
o Segmentation: Divide the market into segments based on demographics,
psychographics, behavior, or other relevant criteria.
o Targeting: Select specific segments as the target audience for the marketing
efforts.
3. Product or Service Development:
o Product Strategy: Develop a product or service that addresses the identified
needs and preferences of the target audience.
o Branding: Create a brand identity that differentiates the product from
competitors and builds brand recognition.
4. Setting Marketing Objectives:
o Clearly define the marketing goals and objectives that align with overall
business objectives. Objectives should be specific, measurable, achievable,
relevant, and time-bound (SMART).
5. Creating a Marketing Mix (4Ps):
o Product: Determine product features, design, and packaging.
o Price: Set pricing strategies that reflect the product's value and meet customer
expectations.
o Place (Distribution): Decide on distribution channels and how the product will
reach customers.
o Promotion: Develop promotional strategies using advertising, public relations,
sales promotions, and personal selling.
6. Implementing Marketing Strategies:
o Execute the marketing plan by implementing the strategies and tactics outlined
in the marketing mix.
 o Utilize various channels, such as digital marketing, traditional advertising,
events, and social media, to reach the target audience.
7. Monitoring and Controlling:
o Regularly monitor and evaluate the performance of marketing activities against
predetermined objectives.
o Adjust strategies and tactics as needed based on feedback, changing market
conditions, or unexpected challenges.
8. Feedback and Analysis:
o Collect feedback from customers, sales teams, and other stakeholders to assess
the effectiveness of marketing efforts.
o Analyze data, including sales figures, customer feedback, and market trends, to
refine marketing strategies.
9. Building Customer Relationships:
o Establish and maintain positive relationships with customers by providing
excellent customer service and addressing their needs.
o Encourage customer loyalty through loyalty programs, personalized
communication, and ongoing engagement.
10. Adapting to Changes:
o Stay agile and adapt marketing strategies in response to changes in the market,
industry, or customer preferences.
o Embrace innovation and new technologies to stay competitive.
11. Measuring Return on Investment (ROI):
o Evaluate the return on investment for marketing initiatives by comparing the
costs incurred with the results achieved.
o Determine the profitability and effectiveness of each marketing campaign.
12. Continuous Improvement:
o Continuously learn from past experiences and seek opportunities for
improvement.
o Apply insights gained from monitoring and analysis to refine future marketing
strategies.

The marketing process is iterative, and businesses often cycle through these steps as they evolve and
respond to changes in the market. Effective marketing requires a deep
understanding of customer needs, strategic planning, and the ability to adapt to dynamic market
conditions.

(3) WHY DIGITAL MARKETING WINS OVER TRADITIONAL MARKETING?

Digital marketing has gained prominence and often surpasses traditional marketing in several
aspects due to the transformative impact of technology and the changing behavior of
consumers. Here are some reasons why digital marketing tends to have an edge over traditional
marketing:

1. Cost-Effectiveness:
o Digital Marketing: It is generally more cost-effective than traditional
marketing channels. Digital platforms allow businesses to reach a large
 audience with a smaller budget, especially through methods like social media
advertising and content marketing.

o Traditional Marketing: Traditional advertising methods, such as TV

commercials, radio spots, and print ads, can be expensive, and the cost increases
with the duration and placement.
2. Targeted Audience Reach:
o Digital Marketing: Digital channels provide precise targeting options.
Advertisers can target specific demographics, interests, behaviors, and
geographic locations, ensuring that their message reaches the most relevant
audience.
o Traditional Marketing: Traditional methods have limited targeting
capabilities, making it challenging to reach a specific audience with precision.
3. Measurable and Trackable Results:
o Digital Marketing: Analytics tools allow marketers to track and measure the
performance of their campaigns in real-time. Metrics such as website traffic,
conversion rates, and engagement provide valuable insights for optimizing
strategies.
o Traditional Marketing: Measuring the effectiveness of traditional campaigns
can be challenging. Marketers often rely on indirect measures like brand
awareness surveys or estimated viewership.
4. Interactivity and Engagement:
o Digital Marketing: Digital platforms enable two-way communication between
businesses and consumers. Social media, email, and interactive content
encourage engagement and foster relationships.
o Traditional Marketing: Traditional methods are often one-way
communication, with limited opportunities for direct interaction and
engagement.
5. Global Reach:
o Digital Marketing: Businesses can reach a global audience through digital
channels, breaking down geographical barriers. Online campaigns can be
targeted to specific regions or expanded for international reach.
 o Traditional Marketing: Traditional methods may have limitations in reaching
a global audience, especially for small and medium-sized businesses with
constrained budgets.
6. Flexibility and Agility:
o Digital Marketing: Digital campaigns can be adjusted and optimized in real-
time based on performance data. Marketers can quickly adapt to changing
trends, consumer behaviors, or market conditions.
o Traditional Marketing: Changes to traditional campaigns, such as print or TV
ads, can be time-consuming and costly. Once printed or aired, modifications are
challenging.
7. Personalization:
o Digital Marketing: Personalization is easier in digital campaigns. Businesses
can tailor content and messages based on user preferences, behavior, and past
interactions, enhancing the user experience.
o Traditional Marketing: Achieving personalization in traditional methods is
more challenging and often involves generic messages for a broad audience.
8. 24/7 Availability:
o Digital Marketing: Online platforms are accessible 24/7, allowing businesses
to engage with their audience at any time. E-commerce, social media, and online
support are available around the clock.
o Traditional Marketing: Traditional channels, such as TV or radio, have
specific time slots, and print materials have limited shelf life.

While digital marketing offers various advantages, it's essential to note that an integrated
marketing approach that combines both digital and traditional strategies can be effective for
certain businesses and campaigns. The optimal mix depends on the target audience, business
goals, and the nature of the products or services being promoted.
(4) UNDERSTANDING DIGITAL MARKETING PROCESS

The digital marketing process involves a series of steps aimed at leveraging digital channels
and technologies to achieve marketing objectives. Here's an overview of the key stages in the
digital marketing process:

1. Market Research:
o Objective: Understand the target audience, industry trends, and competitive
landscape.
o Activities:
 Conduct market research to identify customer needs and preferences.
 Analyze competitor strategies and industry benchmarks.
  Utilize tools and data to gather insights into the target audience.
2. Target Audience Segmentation:
o Objective: Divide the target market into segments based on characteristics such
as demographics, behavior, or interests.
o Activities:
 Create buyer personas representing different segments.Identify specific attributes
that define each segment.
 Tailor marketing strategies for each segment.
3. Setting Marketing Objectives:
o Objective: Define clear and measurable goals aligned with overall business
objectives.
o Activities:
 Establish specific objectives (e.g., increasing website traffic, generating
leads, improving brand awareness).
 Ensure objectives are SMART (Specific, Measurable, Achievable,
Relevant, Time-bound).
4. Developing a Digital Marketing Plan:
o Objective: Create a comprehensive plan outlining strategies and tactics to
achieve marketing objectives.
o Activities:
 Choose digital channels (e.g., social media, SEO, email marketing)
based on target audience behavior.
 Outline the content strategy and messaging for each channel.
 Allocate budget and resources for various campaigns.
5. Implementation of Strategies:
o Objective: Execute the digital marketing plan and activate campaigns.
o Activities:
 Launch online advertising campaigns (e.g., PPC, display ads).
 Implement content marketing strategies (e.g., blog posts, videos,
infographics).
 Execute social media marketing initiatives.
  Optimize website content for search engines (SEO).
6. Monitoring and Analytics:
o Objective: Regularly monitor the performance of digital marketing activities
and gather data for analysis.
o Activities:
 Use analytics tools to track website traffic, user behavior, and

conversions.

 Track the success of email campaigns through open rates and click-
through rates.
7. Analysis and Insights:
o Objective: Gain insights from data to evaluate the effectiveness of campaigns
and make informed decisions.
o Activities:
 Analyze key performance indicators (KPIs) and compare against
objectives.
 Identify successful strategies and areas for improvement.
 Use A/B testing to assess the impact of variations in campaigns.
8. Adjustment and Optimization:
o Objective: Make data-driven adjustments to optimize ongoing and future
campaigns.
o Activities:
 Modify campaigns based on insights and feedback.
 Optimize ad spend allocation for better ROI.
 Adjust content and messaging for improved engagement.
9. Customer Relationship Management (CRM):
o Objective: Build and nurture relationships with customers.
o Activities:
 Implement email marketing campaigns for customer retention.
 Use CRM tools to manage customer interactions and feedback.
 Personalize communication based on customer preferences.
10. Adaptation to Trends and Technology:
 o Objective: Stay updated on industry trends and emerging technologies to
remain competitive.
o Activities:
 Embrace new technologies and platforms.
 Monitor industry publications and attend relevant conferences.
 Experiment with innovative strategies and tools.
11. Reporting and Communication:
o Objective: Provide stakeholders with clear and concise reports on the
 Create regular reports summarizing key metrics and outcomes.

 Communicate findings and recommendations to relevant stakeholders.

 Use reporting tools and dashboards for visualization.

The digital marketing process is iterative, with each stage influencing the next. Successful
digital marketing requires continuous optimization, adaptation to changes, and a commitment
to data-driven decision-making. The dynamic nature of the digital landscape makes flexibility
and agility essential for achieving long-term success.

(5) SECTION A : LONG QUESTION

1. Define Digital Marketing and explain in detail.
2. Discuss the process of Marketing in detail.
3. Give a brief note on Digital Marketing.
4. Explain the process of Digital Marketing.
5. Why digital marketing wins over traditional marketing? Explain.

(6) SECTION B : SHORT QUESTION

1. Define Digital Marketing.
2. What is the role of advertising and social media?
3. What is the full form of SEO and SEM?
4. Define Content Marketing.
5. Give examples of Social Medial Marketing.
6. Define Affiliate marketing.
7. What is online PR?
8. Explain Mobile marketing.
9. Define Analytical and Data driven Marketing.
10. What are the steps of marketing process?
11. Define marketing mix.
12. Give any two points of difference between digital marketing and traditional
marketing.
13. What are the steps of digital marketing process?

(7) SECTION C : MULTIPLE CHOICE QUESTIONS

1. What is digital marketing?
A) Traditional marketing
B) Marketing using digital technologies
C) Radio advertising
D) None of the above

2. Which of the following is a digital marketing channel?

A) TV commercials
B) Newspaper ads
C) Social media
D) Billboards

3. What does SEO stand for in digital marketing?

A) Social Engagement Optimization
B) Search Engine Optimization
C) Software Enhancement Operations
D) None of the above

4. How does digital marketing differ from traditional marketing in terms of audience
reach?
 A) Limited audience reach in digital marketing
B) Digital marketing has a broader audience reach
C) Both A and B
D) None of the above

5. What is the primary benefit of real-time analytics in digital marketing?

A) Delayed decision-making
B) Precise measurement of campaign performance
C) Limited data availability
D) None of the above

6. Which element of the marketing mix involves pricing strategies in digital marketing?
A) Product
B) Place
C) Price
D) Promotion

7. What does PPC stand for in the context of online advertising?

A) Pay-Per-Click
B) People-Per-Click
C) Price-Per-Click
D) All of the above

8. How does social media contribute to digital marketing?

A) One-way communication
B) Limited audience engagement
C) Interactivity and engagement with the audience
D) Slow response time

9. What is the purpose of content marketing in digital marketing?

A) Direct sales
B) Creating valuable content to attract and engage the audience
C) Offline events
D) None of the above

10. What is the role of email marketing in digital marketing?

A) Building brand awareness
B) Direct communication with the audience
C) Generating leads
D) All of the above

11. What is the significance of mobile marketing in the digital landscape?

A) Limited reach to mobile users
B) Irrelevant for digital marketing
C) Reaching and engaging users on mobile devices

D) None of the above

12. What does CRM stand for in digital marketing?

A) Customer Relationship Management
B) Campaign Response Measurement
C) Content Resource Management
D) None of the above

13. What is the primary advantage of using digital marketing over traditional marketing in
terms of costs?
A) Digital marketing is always more expensive
B) Traditional marketing is more cost-effective
C) Digital marketing is generally more cost-effective
D) Both A and B

14. Which digital marketing strategy involves optimizing a website to rank higher in
search engine results?
A) Email marketing
B) Social media marketing
C) Search Engine Optimization (SEO)
D) Pay-Per-Click (PPC) advertising

15. What is the role of analytics tools in digital marketing?

A) To create advertisements
B) To optimize website content
C) To measure campaign performance
D) None of the above

16. How does digital marketing contribute to global reach for businesses?
A) It limits businesses to local audiences
B) It has no impact on global reach
C) It allows businesses to reach a global audience
D) None of the above

17. What is the key advantage of digital marketing in terms of targeting options?
A) Limited targeting options
B) More precise targeting based on demographics and behavior
C) Less control over target audience
D) None of the above

18. How does digital marketing contribute to real-time interaction with the audience?
A) Through static content
B) Through offline events
C) Through social media, live chats, and instant messaging
D) All of the above

19. What is the primary benefit of social media marketing in digital marketing?
A) Limited audience engagement
B) One-way communication
C) Interactivity and engagement with the audience
D) Slow response time

20. What is the goal of PPC advertising in digital marketing?

A) Creating valuable content
B) Building brand awareness
C) Generating leads
D) Driving traffic through paid clicks

21. How does digital marketing contribute to personalized communication with the
audience?
A) By using generic messages for all users
B) By avoiding personalization
C) By tailoring content based on user preferences
D) Both A and B

22. What is the primary role of email marketing in the digital marketing landscape?
A) To create viral content
B) To build brand awareness
C) To enable direct communication with the audience
D) None of the above
23. What does the term "conversion" mean in digital marketing?
A) The process of creating content
B) Turning website visitors into customers or leads
C) The cost of advertising
D) None of the above

24. How does digital marketing contribute to continuous improvement of campaigns?

A) By avoiding data analysis
B) By ignoring customer feedback
C) By learning from past experiences and making data-driven adjustments
D) Both A and B

25.What is the role of mobile marketing in the digital landscape?

A) Reaching and engaging users on desktop computers
B) Ignoring mobile users
C) Reaching and engaging users on mobile devices
D) None of the above
 (8) REFERENCES

(a). "Digital Marketing: Strategy, Implementation and Practice" by Dave Chaffey and
Fiona Ellis-Chadwick
(b). "Invisible Selling Machine" by Ryan Deiss
(c). "Epic Content Marketing" by Joe Pulizzi
(d). "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger
(e). "They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content
Marketing, and Today’s Digital Consumer" by Marcus Sheridan
(f). "SEO 2022: Learn Search Engine Optimization with Smart Internet Marketing
Strategies" by Adam Clarke
(g). "The Art of SEO: Mastering Search Engine Optimization" by Eric Enge, Stephan
Spencer, and Jessie Stricchiola
(h). "Youtility: Why Smart Marketing Is about Help Not Hype" by Jay Baer:
(i). "Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email
Marketing Success" by Chad S. White
 UNIT 2: SEARCH MARKETING

What is Search Marketing?

Visualize the last time you searched for something whether that be on Google, Yahoo, or Bing.
The text you typed into that small search box is called your “search query,” which then directs
you to a page similar to the image below. This page is known as a SERP or Search Engine
Results Page. Various studies have found that the higher you are on the SERPS the more likely
you are to gain traffic to your website. But the question is how does Google determine who
gets these top placements? This is where search marketing comes into play.

TWO TYPES OF SEARCH MARKETING:

SEM SEO

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Search Marketing is divided into two main categories:

1. SEM (Search Engine Marketing) PPC (Pay-per-click or paid advertising): Gaining

search engine listings via paid tactics.
2. SEO (Search Engine Optimization): Gaining search engine listings via unpaid tactics.
1. SEM (Search Engine Marketing)

 Why Is Search Marketing Important?

The answer is simple. Every day millions upon millions of individuals hop on the internet to
search, whether that be for a new restaurant, a problem they’re trying to solve, or a product
they’re looking to purchase. Wouldn’t you like your business to appear in the search results to
provide them with the solution they’re searching for? This is why search marketing is a critical
strategy for all businesses who want to gain and grow their companies.

Now that we know search marketing is critical for business growth, let’s dive the two tactics
that can improve your presence on search engines.

Examples;

PPC – Paid Per Click is Paid Search Marketing

Paid search gives you a much higher level of control when it comes to the searcher’s ability to
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find your website on the SERPs. With paid search advertisers tell Google for which search
terms they want their ads to show. Google then shows their ads and takes their money when

someone clicks on their advertisement and is directed to their website (hence pay per click).
Advertisers do not pay to show ads for keywords, but they do pay when searchers click on
them; the amount you pay is called cost-per-click (CPC).

 Tracking Success of SEM:

Although every business is unique, and every website has different metrics that matter, the
following list is nearly universal. Here we're covering metrics critical to SEO; more general
metrics are not included. For a more comprehensive look at web analytics.

1. Search Engine Share of Referring Visits

Every month, keep track of the contribution of each traffic source for your site, including:

Direct Navigation: Typed in traffic, bookmarks, email links without tracking codes,
etc. Referral Traffic: From links across the web or in trackable email, promotional,
and branding campaign links
Search Traffic: Queries that sent traffic from any major or minor web search engine
Knowing both the percentage and exact numbers will help you identify weaknesses and give
you a basis for comparison over time. For example, if you see that traffic has spiked
dramatically but it comes from referral links with low relevance, it's not time to get excited. On
the other hand, if search engine traffic
falls dramatically, you may be in trouble. You should use this data to track your marketing
efforts and plan your traffic acquisition efforts.

2. Search Engine Referrals

Three major engines make up 95%+ of all search traffic in the US: Google and the Yahoo!Bing
alliance. For most countries outside the US, 80%+ of search traffic comes solely from Google
(with a few notable exceptions including Russia and China). Measuring the contribution of
your search traffic from each engine is useful for several reasons:

Compare Performance vs. Market Share

Compare the volume contribution of each engine with its estimated market share.

Get Visibility Into Potential Drops

If your search traffic should drop significantly at any point, knowing the relative and exact
contributions from each engine will be essential to diagnosing the issue. If all the engines drop
off equally, the problem is almost certainly one of accessibility. If Google drops while the
others remain at previous levels, it's more likely to be a penalty or devaluation of your SEO
efforts by that singular engine.

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Uncover Strategic Value
It's very likely that some efforts you undertake in SEO will have greater positive results on
some engines than on others. For example, we've observed that on- page optimization tactics
like better keyword inclusion and targeting reap greater benefits with Bing and Yahoo! than

with Google. On the other hand, gaining specific anchor text links from a large number of
domains has a more positive impact on Google than the others. If you can identify the tactics
that are having success with one engine, you'll better know how to focus your efforts.

3. Visits Referred by Specific Search Engine Terms and Phrases

The keywords that send traffic are another important piece of your analytics pie. You'll want
to keep track of these on a regular basis to help identify new trends in keyword demand, gauge
your performance on key terms, and find terms that are bringing significant traffic that you're
potentially under-optimized for.
You may also find value in tracking search referral counts for terms outside the top terms and
phrases—those that are most valuable to your business. If the trend lines are pointing in the
wrong direction, you know efforts need to be undertaken to course-correct. Search traffic
worldwide has consistently risen over the past 15 years, so a decline in the quantity of referrals
is troubling. Check for seasonality issues (keywords that are only in demand certain times of
the week/month/year) and rankings (have you dropped, or has search volume ebbed?).

4. Conversion Rate by Search Query Term/Phrase

When it comes to the bottom line for your organization, few metrics matter as much as
conversion. For example, in the graphic to the right, 5.80% of visitors who reached Moz with
the query "SEO Tools" signed up to become members during that visit. This is a much higher
conversion rate than most of the thousands of keywords used to find our site. With this
information, we can now do two things:

1. Checking our rankings, only rank #4 for "SEO Tools." Working to improve this position
will undoubtedly lead to more conversion.
2. Because our analytics will also tell us what page these visitors landed on (mostly
https://moz.com/free-seo-tools), we can focus our efforts on improving the visitor
experience on that page.
The real value from this simplistic tracking comes from the low-hanging fruit: finding
keywords that continually send visitors who convert to paying customers, and increasing focus
on rankings and on improving the landing pages that visitors reach. While conversion rate
tracking from keyword phrase referrals is certainly important, it's never the whole story. Dig
deeper and you can often uncover far more interesting and applicable data about how
conversion starts and ends on your site.

5. Number of pages receiving at least one visit from search engines

Knowing the number of pages that receive search engine traffic is an essential metric for
monitoring overall SEO performance. From this number, we can get a glimpse into
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 indexation— the number of pages from our site the engines are keeping in their indexes. For
most large websites (50,000+ pages), mere inclusion is essential to earning traffic, and this
metric delivers a trackable number that's indicative of success or failure. As you work on issues
like site architecture, link acquisition, XML sitemaps, and uniqueness of content and meta data,
the trend line should rise, showing that more and more pages are
earning their way into the engines' results. Pages receiving search traffic is, quite possibly, the
best long tail metric around.
While other analytics data points are of great importance, those mentioned above should be
universally applied to get the maximum value from your SEO campaigns.

 GOOGLE AdWords:

Google Ads, known as Google AdWords, is Google's advertising system in which advertisers
bid on certain keywords in order for their clickable ads to appear in Google's search results.
Since advertisers have to pay for these clicks, this is how Google makes money from search.

Three types of search-on-Search Engine

A. Informative: What is Digital Marketing?

B. Navigational Locational: Which are good institutes of Digital Marketing near by

C. Transactional: Enquiries on your site and will buy the products

So key words should be used in such a way that we get more business.

Search ads
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The most common way to advertise with Google Adwords are search ads. Search ads appear
on Google’s search engine when people look for the services you offer.
Advertisers target keywords or phrases so when someone searches these terms, their ads appear.
With search advertising, you only pay when someone clicks your ad or phones your business
from the search engine result page. This means you don’t pay unless someone interacts with
your advertisement.

With search ads, you’re advertising to people who are actively looking for your services at a
given moment in time. Unlike more traditional advertisements like flyers or newsletters, search
ads help you communicate with your target audience when they are looking for you.

Display Ads
Google also works with more than two million websites so you can show ads to potential
customers as they are browsing the internet. These ads can be simple text ads, or you can add
a bit of personality by creating an image ad.

Like search ads, you can choose to pay per click, or if you’d prefer you can pay when
people see your ads. When you pay based on people seeing your ads, you pay based on 1000
ad impressions which is commonly referred to as CPM. You can advertise on certain types of
websites or to target audiences based on their interests and preferences.

Video Ads
Lastly, you can advertise on YouTube through Google Adwords. You’re likely familiar with
video ads that appear before your favorite videos on YouTube, but you can also advertise on
YouTube with text and image display ads.

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 So why Google AdWords?
Google AdWords is a popular advertising platform for businesses of all sizes for a few key
reasons.

First of all, Google Adwords is an inexpensive way to get into the advertising game. You don’t
need a big creative budget to get started and you can set your daily budget with what you’re
comfortable with. There is no minimum spend to get started.

A second reason that Google AdWords can be a good option is that the ads are very targeted.
You can set up ads to be shown only in certain cities and locations, making this advertising
option useful for field service companies that cover a certain area.

Lastly, since you only pay when someone interacts with your ad, you can get a better sense of
where your advertising dollar is going. With the right Adwords setup, you can track when
someone phones you or fills out a contact form on your website because of an advertisement.
This type of measurement offered by Adwords allows you to make better decisions and be
more strategic with your advertising spend.

 Google adwords examples

1. The snappy specialist

When I searched the query “buy swing set,” I saw a number of ads that did all the right things—they
used the word “best,” mentioned discounts, shared unique features. But this ad from King Swing Sets
had me sold with its snappy “We Do Swing Sets, Nothing Else” headline. If this is all King does, then it
must be pretty darn good at it. This is niche marketing at its finest.

I also like the conversational tone in the description (“We get it, it’s a big purchase”) is a great example to
follow if you specialize in a specific niche.

2. The differentiator

27
 The key ingredient in any good elevator pitch is your differentiator—what sets you apart from
other providers of your product or service. This ad from Kustomer came up for the query
“customer service software” and the headline reads “The Customer Service Platform – Based on
Customers Not Tickets.”

The “this, not that” phrase can be a powerful way to distinguish your product or service from
competitors. Then it has a nice supporting description that reads “A Customer-Centric Software
For Immediate, In-Depth Responses To Customer Service Requests.”

 What is Google Analytics?

Google Analytics is a web analytics service that provides statistics and basic analytical tools for
search engine optimization (SEO) and marketing purposes. The service is part of the Google
Marketing Platform and is available for free to anyone with a Google account.

Google Analytics is used to track website performance and collect visitor insights. It can help
organizations determine top sources of user traffic, gauge the success of their marketing activities
and campaigns, track goal completions (such as purchases, adding products to carts), discover
patterns and trends in user engagement and obtain other visitor information such as demographics.
Small and medium-sized retail websites often use Google Analytics to obtain and analyze various
customer behavior analytics, which can be used to improve marketing campaigns, drive website
traffic and better retain visitors.

How does Google Analytics work?

Google Analytics acquires user data from each website visitor through the use of page tags. A
JavaScript page tag is inserted into the code of each page. This tag runs in the web browser of each
visitor, collecting data and sending it to one of Google's data collection servers. Google Analytics can
then generate customizable reports to track and visualize data such as the number of users, bounce
rates, average session durations, sessions by channel, page views, goal completions and more.

The page tag functions as a web bug or web beacon, to gather visitor information. However, because it
relies on cookies, the system can't collect data for users who have disabled them.

 Google Analytics includes features that can help users identify trends and patterns in how visitors engage
with their websites. Features enable data collection, analysis, monitoring, visualization, reporting and
integration with other applications. These features include:
 data visualization and monitoring tools, including dashboards, scorecards and motion charts that display
changes in data over time;
 data filtering, manipulation and funnel analysis;
 data collection application program interfaces (APIs);
 predictive analytics, intelligence and anomaly detection;
 Integration with other products, including Google Ads, Google Data Studio, Salesforce Marketing
Cloud, Google AdSense, Google Optimize 360, Google Search Ads 360, Google Display & Video
360, Google Ad Manager and Google Search Console.
 ounce rate
 Campaign performance (cost-per-click, click-through rate, conversion rate, etc.)
 Channel performance for each traffic source (search engines, social media, paid ads, etc.)
 Conversion rates (sales, newsletter sign-ups, etc.)
 Landing page performance (visits, page views, bounce rate, etc.)
28
  ounce rate
 Campaign performance (cost-per-click, click-through rate, conversion rate, etc.)
 Channel performance for each traffic source (search engines, social media, paid ads, etc.)
 Conversion rates (sales, newsletter sign-ups, etc.)
 Landing page performance (visits, page views, bounce rate, etc.)

SEC A LONG QUESTIONS

1. What is Search Marketing?

2. What is Search Engine Marketing
3. What is Google AdWords?
4. Give examples of Search Engine Marketing.
5. Explain SEM (Search Engine Marketing) in detail.
SEC B SHORT QUESTIONS
1. Write a detailed note on Google AdWords.
2. How will track success of SEM?
3. Discuss Search Engine Optimization Techniques.
4. Explain the full form of SEO

MULTIPLE CHOICE QUESTIONS:

1. SEM stands for

A. Search Engine Marketing B.Search Engine Machine

C.Systematic Engineer Marketing D.None

2. PPC stands for

A.Pay Per Click B.Pay Per Cost C.Pay Per Conversion D.None
3. Search is:
A. To find something B.Surfing on internet
C.the list of paid reach in the search engines D. A and B
4. Which of the following key metrics is/are used by search engines?
A. Links B.Content C.Page Structure D.All of the above
5. Which of the following is/are the type of SEO?

A.White Hat B.Black Hat C.Both A and B D.None of the above

6. Search engine works as

A.Searching platform B. Platform for B2B C. Platform for sale D. Hacking
7. What concept in paid search advertising Google AdWords refers to the amount bid
by the advertiser?
29
 A.Content network. B.Quality Score. C.Click-through rate. D.Maximum cost per click (CPC)

8. Cookies are used in digital advertising for

A.Modelling / attribution of referrers
B.Re-marketing / Behavioural targeting
C.Serving different ad versions in a sequence of ads
D. All of the above

9. Which of the following is/are an/example of Black Hat SEO?

A. Keyword Stuffing B.Duplicate Content
C.Cloaking D.All of the above
10. Search Engine works in the following stage(s) -
A. Crawling B.Indexing C.Retrieval D. All of the above
11. For SEO site content should have?
A.meta descriptions B.title tags C.Both A and B D.None of the above

12.What concept is called about costing criteria?

A.Click-through rate. B.Maximum Cost Per Click (CPC)
C.Quality Score. D.None of the above..
13.Which of the following search engines offers a popular list of the top 50 most searched keywords?
A.Google B.Yahoo C.Bing D.Lycos
11. The formula of Pay-per-click is?
A.Advertising cost ($) + Ads clicked (#)

B.Ads clicked (#) / Advertising cost ($)

C.Advertising cost ($) / Ads clicked (#)

D.Ads clicked (#) * Advertising cost ($)

12.What are the following factors behind Successful PPC Advertising?
A.Keyword Relevance B.Landing Page Quality C.Quality Score D.All of the above
13. One or more IP addresses are identified by a .
A.Search Engine B.Portal
C.Domain Name D. Algorithm
14.Known as a Web, the consists of a collection of websites or web pages that are stored on computers
connected to the Internet by means of web servers.
A. Web Wide World
B. Web World Wide
C. World Web Wide
D. World Wide Web
15.Which of the following is a popular search engine?
A.Google B.Bing C.Yahoo D.All of the above
16.Which of the following is not a tool of Search Engine Marketing?
30
 A.Google AdWords B. Bing C.Pinteres D. WhatsApp
17.By conducting your target audience's queries, you can determine what information they are
searching for and the keywords they are using.
A. Keyword Research

B. Analyzing
C. Both A and B

D. None of the above

18.How to choose the best keywords?

A. Use long-tail keywords
B. Perform latent semantic indexing
C. Use location-based keywords
D. All of the above

19. Which of the following comes under the keywords research tools?
A.SEMRUSH B. Google C.Search Engine D. Portal
20. Search engine results pages display as clickable headlines above website urls.
A.Title Tags B.Search Engines C.Meta Keywords D. Meta Description
21. How to optimize title tags?
A.Use keyword separation B.Don't repeat title tags
C.Don't use the website or company name D.All of the above
24 is/are the main component(s) of digital marketing.
A.SEO B.SMO C.SEM D.All of the above
25. links come from other websites or web pages, while links come from your own website.
A.External, Internal B. Internal, External C.External, External D.Internal, Internal

***********

Reference books

Sr. Author/s Name of the Book Publisher Edition

No.

Philip Kotler Marketing Management Prentice hall Latest

Publication
2 William M. Pride and Marketing Houghton- 13th
O. C. Ferrell Miffin boston /latest
Publication
3 Cravens David W Marketing Management Homewood Latest
Illinois
Publication

Note-The above material has been compiled from the above reference books and the official data from
the authenticated websites.
31
 UNIT 3: SOCIAL MEDIA MARKETING

Introduction

Social media has become an integral part of our daily lives, revolutionizing the way we
communicate, share information, and connect with others. This powerful tool has both positive
and negative effects on individuals and society as a whole. While social media has undoubtedly
transformed the way we communicate and share information, it is essential to navigate its use
responsibly. Striking a balance between the benefits and drawbacks is crucial for individuals
and society to harness the positive aspects of social media while mitigating its negative impacts.

Social media refers to online platforms and websites that enable users to create, share, and
exchange content in the form of text, images, videos, and more. These platforms are designed
to facilitate communication and interaction among users, connecting people globally in real-
time. Examples of popular social media platforms include Facebook, Twitter, Instagram,
LinkedIn, Snapchat, and YouTube. Users can create profiles, establish connections with others,
and engage in various activities such as posting updates, sharing multimedia content,
commenting, and participating in group discussions. Social media has become a pervasive
aspect of modern communication, playing a significant role in shaping how individuals
connect, share information, and engage with each other and the world around them.

Social media marketing

Social media marketing is a powerful digital marketing strategy that involves using social
media platforms to promote products, services, or brands, and engage with target audiences.
This form of marketing leverages the vast user base and interactive nature of social media to
build brand awareness, drive website traffic, and foster meaningful relationships with
customers.

Social media marketing is a strategy employed by businesses and individuals to promote their
products, services, or personal brand on various social media platforms. It involves creating
and sharing content on these platforms with the aim of engaging and connecting with a target
audience. Here are some key aspects of social media marketing:

 Platform Selection:

Different social media platforms cater to diverse audiences. Understanding the demographics
and preferences of each platform helps businesses choose the most effective channels for their
target audience. Common platforms include Facebook, Instagram, Twitter, LinkedIn, Pinterest,
and Snapchat.

 Content Creation:

Compelling content is at the core of social media marketing. This includes text, images, videos,
and other multimedia elements. The content should align with the brand's voice, values, and
objectives while being relevant and engaging for the target audience.
Consistency and Frequency:
Regular and consistent posting helps maintain audience engagement. However, it's crucial to
find the right balance, avoiding excessive posts that might overwhelm followers or infrequent
updates that could lead to a decline in visibility.

 Audience Engagement:

Social media is not just a platform for broadcasting; it's also a space for interaction. Responding
to comments, messages, and actively participating in conversations helps build a community
around the brand. Engagement fosters trust and loyalty among followers.

 Paid Advertising:

Social media platforms offer advertising options, allowing businesses to target specific
demographics, interests, and behaviors. Paid advertising can enhance visibility and reach a
wider audience beyond organic reach.

 Analytics and Metrics:

Monitoring the performance of social media efforts is crucial. Platforms provide analytics tools
that offer insights into the reach, engagement, and impact of posts. Analyzing these metrics
helps refine strategies and optimize future content.

 Influencer Collaborations:

Collaborating with influencers in the industry can amplify a brand's reach. Influencers have
established credibility and a dedicated following, making them influential in promoting
products or services.

 Social Media Campaigns:

Brands often run targeted campaigns to achieve specific goals. These campaigns can be
centered around product launches, promotions, contests, or other events. A well-executed
campaign can generate buzz and increase brand visibility.

 Adaptability:

Social media trends and algorithms evolve rapidly. Successful social media marketers stay
informed about the latest trends, adapt to algorithm changes, and continuously refine their
strategies to stay relevant and effective.

Social media marketing is a dynamic and ever-changing field. Success requires a strategic
approach, understanding the target audience, and staying attuned to the evolving landscape of
social media platforms.

Advantage of Social media marketing

Social media marketing offers a multitude of advantages for businesses aiming to establish a
robust online presence and connect with their target audience. One primary benefit is the
unparalleled opportunity for increased brand visibility and awareness. Through consistent and
engaging content, businesses can reach a vast audience globally, cultivating brand recognition.
The targeted advertising capabilities of social media platforms stand out as another advantage,
allowing businesses to tailor their content to specific demographics, ensuring their message
resonates with the right audience.

The direct engagement facilitated by social media platforms fosters a sense of community and
loyalty among customers, as brands can respond to inquiries, address concerns, and build
meaningful relationships in real-time. Moreover, social media serves as a cost-effective
marketing channel, particularly for small businesses, offering affordable advertising options
and the potential for organic reach. Real-time feedback and market insights garnered from
customer interactions provide invaluable data, helping businesses adapt strategies to meet
evolving consumer preferences.

The link between social media presence and improved search engine rankings further
underscores its significance in the digital marketing landscape. Collaborations with influencers,
global reach, competitive advantage, and the versatile range of content formats add layers to
the advantages, making social media marketing an indispensable tool for businesses aiming to
thrive in the dynamic online environment.

Increased Brand Awareness:

Social media provides a platform to showcase your brand to a wide audience. Regular posting
and engagement help in building brand recognition and increasing visibility.

Targeted Advertising:
Social media platforms allow businesses to create highly targeted advertising campaigns.
Advertisers can define specific demographics, interests, and behaviors to reach a precise
audience, maximizing the impact of their ads.

Audience Engagement:
Social media enables direct communication with the target audience. Businesses can engage
with their customers through comments, likes, shares, and direct messages, fostering a sense
of community and loyalty.

Cost-Effective Marketing:
Compared to traditional advertising methods, social media marketing can be more cost-
effective. Many social media platforms offer affordable advertising options, and organic reach
through regular posts can also contribute to cost savings.

Real-time Feedback:
Social media provides a platform for instant feedback and customer reviews. This information
can be valuable for businesses to understand customer preferences, address concerns, and
improve products or services.

Increased Website Traffic:

Social media can drive traffic to your website through shared links and calls-to-action. This
can lead to increased conversion rates and help in achieving specific business goals.

Improved Search Engine Ranking:

Social media presence can positively impact search engine rankings. Social signals, such as
likes, shares, and comments, are considered by search engines when determining the relevance
and authority of a website.
Influencer Collaborations:
Businesses can collaborate with influencers who have a significant following on social media.
Influencers can help promote products or services to their audience, providing a boost in
credibility and exposure.

Global Reach:
Social media breaks down geographical barriers, allowing businesses to reach a global
audience. This is particularly beneficial for online businesses or those targeting an international
market.

Competitive Advantage:
A strong social media presence can give businesses a competitive edge. Active engagement,
creative content, and effective strategies can set a brand apart from competitors.

Data Analytics and Insights:

Social media platforms provide analytics tools that offer valuable insights into the performance
of marketing campaigns. This data can be used to refine strategies, target the right audience,
and improve overall marketing effectiveness.

Versatility:
Social media platforms cater to various content formats, including text, images, videos, and
live broadcasts. This versatility allows businesses to experiment with different types of content
to see what resonates best with their audience.

While social media marketing offers numerous advantages, it's important for businesses to
approach it strategically, aligning their efforts with overall marketing objectives and staying
informed about the evolving landscape of social media.

Disadvantages of Social media marketing

While social media marketing brings numerous benefits, it is not without its challenges and
disadvantages. One notable drawback is the considerable time investment required for effective
management. Running multiple social media platforms demands consistent effort, from content
creation to engagement with the audience, making it a resource-intensive endeavor. Financial
constraints can pose a significant hurdle, especially for small businesses, as successful social
media marketing often requires investments in advertising, content creation, and hiring social
media management professionals.

Negative feedback and public criticism can spread quickly in the public domain, impacting a
brand's reputation. Algorithm changes on social media platforms pose an ongoing challenge,
affecting the organic reach of posts and necessitating continuous adaptation of strategies. Over-
reliance on platforms leaves businesses vulnerable to changes in popularity, demographics, or
policies, which can impact the effectiveness of marketing efforts. Privacy concerns in the wake
of data breaches and increasing regulations require businesses to navigate carefully, ensuring
transparency and compliance.

Intense competition for attention, short attention spans of users, and the difficulty in measuring
the return on investment (ROI) further contribute to the complexities of social media
marketing. Careful consideration of these disadvantages is essential for businesses to develop
resilient strategies and navigate the dynamic landscape of social media effectively.
Time-Consuming:
Managing multiple social media platforms, creating content, and engaging with the audience
can be time-consuming. It requires consistent effort and a significant time investment to
maintain an effective social media presence.

Resource Intensive:
Successful social media marketing often requires financial resources for advertising, hiring
social media managers, and creating high-quality content. Small businesses with limited
budgets may find it challenging to compete effectively.

Negative Feedback and Public Criticism:

Social media provides a public forum for users to express opinions, and negative feedback or
criticism can quickly spread. Handling negative comments and managing online reputation
becomes crucial but challenging.

Algorithm Changes:
Social media platforms frequently update their algorithms, affecting the organic reach of posts.
Businesses may find it challenging to keep up with these changes and maintain consistent
visibility.

Over-reliance on Platforms:
Relying solely on social media for marketing can be risky. Changes in algorithms, platform
policies, or account suspensions can have a significant impact on a business's reach and
engagement.

Privacy Concerns:
Increasing concerns about privacy and data security on social media can affect user trust.
Businesses need to be transparent about data usage and comply with privacy regulations to
maintain credibility.

Saturation and Competition:

With the proliferation of businesses on social media, competition for attention is intense. It can
be challenging to stand out and capture the audience's interest amidst the vast amount of
content.

Short Attention Spans:

Users on social media platforms often have short attention spans. Capturing and maintaining
audience attention can be difficult, making it important to create engaging and concise content.

Platform Dependence:
Relying heavily on a single social media platform poses risks. Changes in popularity, user
demographics, or policies can impact the effectiveness of marketing strategies.

Difficulty in Measuring ROI:

Determining the return on investment (ROI) for social media marketing can be challenging.
Quantifying the impact of social media efforts on sales or brand awareness is not always
straightforward.

Negative Virality:
Content can go viral for both positive and negative reasons. Negative viral incidents, such as
 social media controversies or backlash, can harm a brand's reputation and require careful crisis
management.

Inability to Control Content Spread:

Once content is shared on social media, it can be challenging to control its spread.
Misinterpretation, misinformation, or the sharing of outdated content can occur, impacting the
brand image.

Businesses need to carefully consider these disadvantages and develop strategies to mitigate
the risks associated with social media marketing. A well-rounded marketing approach that
includes a mix of channels and clear contingency plans can help address some of these
challenges.

3.1 Social media channels

Social media channels refer to online platforms and applications that enable users to create,
share, and interact with content in a virtual environment. These channels have become integral
parts of our daily lives, providing spaces for communication, information sharing, and
entertainment. Each social media channel has its unique features, target audience, and content
formats, making them suitable for different purposes. Social media marketing involves
leveraging various platforms to connect with and engage your target audience.

Social media channels play a crucial role in shaping online interactions, influencing opinions,
and providing a space for self-expression. Businesses leverage these platforms for marketing,
customer engagement, and brand building. Users, on the other hand, connect with friends, stay
informed, and participate in global conversations. The dynamic nature of social media channels
continually evolves, reflecting changing trends and user preferences.

Here are some key social media channels commonly used for marketing purposes:

 Facebook :
With over 2.8 billion monthly active users, Facebook is a versatile platform for businesses. It
supports various content formats, including text, images, videos, and live broadcasts. The
platform provides robust advertising options for targeted marketing campaigns.

 Instagram
Known for its visual-centric nature, Instagram is ideal for brands with visually appealing
content. It supports photo and video sharing, and features like Stories, IGTV, and Reels
enhance engagement. Instagram is particularly popular among younger demographics.

 Twitter:
Twitter is a real-time platform where concise messages (tweets) are shared. It's effective for
timely updates, customer engagement, and participating in trending conversations. Hashtags
play a significant role in discoverability on Twitter.

 LinkedIn:
Positioned as a professional networking platform, LinkedIn is valuable for B2B marketing. It's
suitable for sharing industry insights, thought leadership content, and networking with
professionals. LinkedIn also offers advertising options for targeted business promotion.
  Pinterest:
Pinterest is a visual discovery platform where users find and save ideas for various topics. It's
effective for businesses in industries such as fashion, home decor, and food. Brands can create
visually appealing pins and boards to showcase their products or services.

 Snapchat:
Popular among younger audiences, Snapchat is known for its disappearing content. It's suitable
for creative and interactive marketing, often involving filters, lenses, and Stories. Brands can
create engaging content to connect with a younger demographic.

 YouTube:
As a video-sharing platform, YouTube is a powerful tool for content marketing. Brands can
create and share video content such as tutorials, product reviews, and brand stories. It's also a
valuable platform for hosting longer-form content and building a subscriber base.

 TikTok:
TikTok is a short-form video platform that has gained immense popularity, especially among
younger audiences. Brands can create engaging and entertaining content in the form of short
videos. TikTok's algorithm-driven content discovery makes it possible for content to go viral
quickly.

 Reddit:
Reddit is a platform with various niche communities (subreddits). While it requires a nuanced
approach, Reddit can be valuable for authentic engagement with niche audiences. Brands can
participate in discussions, answer questions, and share relevant content.

 WhatsApp and Messenger:

Messaging apps like WhatsApp and Facebook Messenger provide opportunities for
personalized communication with customers. Businesses can use these platforms for customer
support, order updates, and even targeted marketing through chatbots.
Choosing the right mix of social media channels depends on your target audience, industry,
and marketing goals. A well-planned strategy often involves a combination of these platforms
to maximize reach and engagement.

3.2 Social Media for various businesses

Social media plays a pivotal role in the modern business landscape, offering diverse advantages
for various types of enterprises. For small businesses, platforms like Facebook and Instagram
provide cost-effective avenues for brand exposure, customer engagement, and targeted
advertising. Local establishments can leverage geotargeting features to reach specific
demographics within their vicinity.

E-commerce businesses benefit from the visual nature of platforms like Pinterest and
Instagram, using them to showcase products and drive sales through compelling visuals.
Service-oriented industries, such as consulting or freelancing, find platforms like LinkedIn
invaluable for networking, establishing professional credibility, and generating leads. For large
corporations, social media serves as a channel for brand building, customer service, and
reputation management.

The real-time engagement facilitated by social media is particularly beneficial in crisis

communication and addressing customer inquiries promptly. Industries like travel and
hospitality utilize platforms such as TripAdvisor to gather customer reviews and enhance their
online reputation. Educational institutions leverage social media for student recruitment,
community building, and disseminating information. Regardless of the industry, social media
presents an opportunity for businesses to connect directly with their target audience, gather
insights, and stay relevant in an ever-evolving digital landscape. Successful implementation
requires a tailored approach, considering the unique characteristics and objectives of each
business.

1. Retail and E-commerce:

Platforms: Facebook, Instagram, Pinterest, Twitter
Strategies: Showcase products through visually appealing images and videos. Use shoppable
posts, run promotions, and leverage user-generated content to build trust.

2. B2B (Business-to-Business):
Platforms: LinkedIn, Twitter
Strategies: Share industry insights, thought leadership content, and case studies. Engage in
professional discussions, participate in relevant groups, and use targeted advertising for lead
generation.

3. Hospitality and Travel:

Platforms: Instagram, Facebook, Twitter, Pinterest
Strategies: Share stunning visuals of destinations, hotel facilities, and experiences. Encourage
user-generated content through contests, and utilize influencer collaborations for wider reach.

4. Health and Wellness:

Platforms: Instagram, Facebook, Pinterest, YouTube
Strategies: Share educational content, tips, and inspirational stories. Utilize visuals and videos
for workouts, recipes, and wellness tips. Engage with the community through challenges and
collaborations.

5. Technology and SaaS:

Platforms: LinkedIn, Twitter, Facebook
Strategies: Share product updates, industry news, and thought leadership content. Use
webinars, tutorials, and demo videos to showcase product features. Utilize targeted advertising
for lead generation.

6. Food and Beverage:

Platforms: Instagram, Facebook, Pinterest, YouTube
Strategies: Share mouth-watering images and videos of dishes. Engage with the audience
through behind-the-scenes content, recipes, and promotions. Encourage user-generated content
and reviews.

7. Fitness and Wellness Centers:

Platforms: Instagram, Facebook, YouTube, TikTok
Strategies: Showcase workout routines, client success stories, and fitness tips. Use live videos
for virtual classes, and encourage community engagement through challenges and events.

8. Real Estate:
Platforms: Instagram, Facebook, LinkedIn
Strategies: Showcase property listings with high-quality visuals and virtual tours. Share market
trends, neighborhood highlights, and client testimonials. Use targeted advertising for property
promotions.

9. Fashion and Apparel:

Platforms: Instagram, Pinterest, Facebook, TikTok
Strategies: Showcase fashion trends, behind-the-scenes content, and user-generated fashion
inspiration. Use influencers for collaborations, run fashion challenges, and leverage shoppable
posts.

10. Non-profit Organizations:

Platforms: Facebook, Twitter, Instagram, LinkedIn
Strategies: Share impactful stories, mission updates, and success stories. Engage with the
community through fundraisers, awareness campaigns, and volunteer spotlights. Utilize
targeted advertising for donation campaigns.

It's important for businesses to tailor their social media strategies to their specific industry,
target audience, and goals. Consistent and authentic engagement, along with a mix of content
types, can help businesses create a strong online presence and foster a loyal community.

3.3 Measuring social media return on investment (ROI)

Measuring social media return on investment (ROI) is crucial for businesses to evaluate the
effectiveness of their social media marketing efforts and justify the resources allocated to these
strategies. The ROI in social media is often multifaceted and requires a comprehensive
approach. One essential metric is website traffic, gauging the number of visitors driven to a
site through social media channels. Additionally, conversion rates and lead generation metrics
provide insights into how effectively social media efforts translate into tangible business
outcomes.

Tracking engagement metrics, such as likes, shares, comments, and click-through rates, offers
a qualitative assessment of audience interactions. Revenue attribution models help attribute
sales and conversions directly to social media campaigns. Customer acquisition cost (CAC)
and customer lifetime value (CLV) are fundamental in understanding the cost-effectiveness
and long-term impact of social media efforts. Utilizing analytics tools provided by social media
platforms and third-party applications aids in tracking these metrics.

Social listening tools can gauge sentiment, helping businesses understand how their brand is
perceived. It's essential to establish clear objectives and key performance indicators (KPIs)
before embarking on a social media campaign to measure success accurately. Regular
monitoring, analysis, and adjustments based on insights derived from these metrics contribute
to a refined and effective social media strategy. Overall, measuring social media ROI involves
a combination of quantitative and qualitative data to provide a comprehensive view of the
impact of social media efforts on a business's bottom line.

1. Engagement Metrics:
Likes, Shares, and Comments: These metrics indicate how well your content resonates with
your audience. Higher engagement often translates to increased visibility and brand awareness.

2. Click-Through Rate (CTR):

Measure the percentage of users who clicked on a link or call-to-action in your content. A
higher CTR suggests that your content is compelling and encourages user interaction.

3. Conversion Metrics:
Conversion Rate: Track the percentage of users who completed a desired action after engaging
with your content. This could include signing up for a newsletter, downloading a resource, or
making a purchase.

4. Lead Generation:
Evaluate the number and quality of leads generated through your content. Use tools like UTM
parameters to track the source of leads originating from social media.

5. Social Shares:
Measure the number of times your content is shared across different social media platforms.
Shared content has the potential to reach a wider audience, contributing to brand exposure.

6. Audience Growth:
Assess the growth of your social media audience over time. An expanding audience can
indicate increased brand awareness and content reach.

7. Time Spent on Page:

Analyse how much time users spend consuming your content. Longer time spent suggests that
your content is engaging and holds the audience's interest.

8. Brand Mentions and Sentiment:

Monitor brand mentions on social media and analyze sentiment. Positive mentions and
sentiment indicate that your content is positively impacting your brand image.

9. Social Listening:
Use social listening tools to track conversations related to your content and industry. Gather
insights into audience preferences and adjust your content strategy accordingly.

10. Cost per Click (CPC) and Cost per Conversion:

Analyze the cost-effectiveness of your content marketing efforts by calculating the cost per
click and cost per conversion for paid social media campaigns.

11. Return on Investment (ROI):

Calculate the overall ROI by comparing the revenue generated from content marketing efforts
against the total costs incurred. This involves considering both direct and indirect revenue
attributed to content.

12. Content Performance by Channel:

Evaluate the performance of your content on different social media channels. Identify which
platforms are most effective for your content distribution and adjust your strategy accordingly.

13. Customer Feedback and Testimonials:

Assess customer feedback and testimonials related to your content. Positive feedback can
indicate that your content is resonating with your audience and contributing to customer
satisfaction.
14. Customer Retention:
Evaluate whether your content contributes to customer retention by analyzing the behavior of
existing customers who engage with your content.

By tracking these metrics, you can gain insights into the impact of your content marketing
efforts on social media and make data-driven decisions to optimize your strategy for better
ROI. Regularly assess the performance of your content and adjust your approach based on the
evolving needs and preferences of your audience.
…………………………………………………………………………

Exercises

A. SHORT QUESTIONS:
1. Discuss advantages and disadvantages of social media.
2. Explain in detail social media for various businesses.
3. Explain in detail social media channels.
B. LONG QUESTIONS:
1. Explain the meaning of social media.
2. State in brief social media channels.
3. Explain meaning of social media networking.
4. State the risks and security issues related to social media.

C. MULTIPLE CHOICE QUESTIONS:

1. What is the primary purpose of social media?

a. Online shopping
b. Social networking
c. Weather updates
d. Gaming

2. Which social media platform is known for its focus on professional networking?
a. Instagram
b. Twitter
c. LinkedIn
d. Snapchat

3. What does the term "viral" mean in the context of social media?
a. A computer virus
b. Content spreading rapidly
c. A popular meme
d. An online game

4. What is the primary function of a social media algorithm?

a. Increase ad revenue
b. Sort and display content to users
c. Identify fake accounts
d. Monitor user privacy

5. Which platform is best suited for sharing visually appealing images and videos?
a. Twitter
 b. LinkedIn
c. Pinterest
d. Snapchat

6. What is the main goal of social media marketing?

a. Increasing website traffic
b. Enhancing brand awareness and engagement
c. Reducing advertising costs
d. Generating offline sales

7. Which of the following is an example of user-generated content (UGC)?

a. A sponsored ad
b. A brand's official statement
c. A customer's product review
d. A company's press release

8. What is the purpose of A/B testing in social media marketing?

a. Identifying the best-performing content
b. Measuring audience growth
c. Assessing customer satisfaction
d. Enhancing cybersecurity

9. How can businesses use influencer marketing on social media?

a. Create fake accounts to promote products
b. Collaborate with individuals with a large following to promote products
c. Only target established celebrities
d. Ignore influencer marketing altogether

10. What is the significance of a call-to-action (CTA) in social media marketing?

a. Increases ad revenue
b. Encourages user engagement and specific actions
c. Measures website traffic
d. Enhances brand aesthetics

11. What is the primary goal of social media marketing?

a. Maximizing website traffic
b. Enhancing brand awareness and engagement
c. Reducing advertising costs
d. Generating offline sales

12. What does the term "CTA" stand for in social media marketing?
a. Customer Target Audience
b. Click-Through Analysis
c. Call-to-Action
d. Content Tracking Algorithm

13. What is the purpose of A/B testing in social media marketing?

a. Identifying the best-performing content
b. Measuring audience growth
c. Assessing customer satisfaction
 d. Enhancing cybersecurity

14. Which of the following is an example of user-generated content (UGC)?**

a. A sponsored ad
b. A brand's official statement
c. A customer's product review
d. A company's press release

15. What is the significance of influencer marketing in social media?

a. Targeting competitors
b. Building brand awareness through influential individuals
c. Creating fake accounts for promotion
d. Ignoring marketing trends

16. What is the main purpose of social media analytics in marketing?

a. Creating engaging content
b. Identifying industry trends
c. Measuring the effectiveness of social media efforts
d. Enhancing cybersecurity

17. Which metric helps assess the overall visibility of your brand on social media?
a. Click-Through Rate (CTR)
b. Impressions
c. Conversion Rate
d. Engagement Rate

18. What does the term "ROI" stand for in social media marketing?
a. Reach of Interaction
b. Rate of Involvement
c. Return on Investment
d. Recognition of Impact

19. What type of content is most suitable for Instagram Stories?

a. Permanent posts
b. Long-form videos
c. Short-lived content
d. No visual content

20. What role does social listening play in social media marketing?
a. Creating memes
b. Monitoring brand mentions and sentiment
c. Identifying fake accounts
d. Enhancing website security

21. Which social media platform is best suited for businesses in the fashion and apparel
industry to showcase visual content?
a. LinkedIn
b. Instagram
c. Twitter
d. Pinterest
22. For B2B (Business-to-Business) marketing, which social media platform is commonly used
for professional networking and sharing industry insights?
a. Twitter
b. Instagram
c. Facebook
d. LinkedIn

23. In which industry would a business benefit most from engaging with customers through
visual content, recipes, and wellness tips on platforms like Instagram and Pinterest?
a. Technology and SaaS
b. Health and Wellness
c. Real Estate
d. Hospitality and Travel

24. What type of content is most suitable for a non-profit organization aiming to create
awareness and engage with its audience on social media?
a. Long-form videos
b. Short-lived content on Instagram Stories
c. Infographics and visual statistics
d. Professional networking on LinkedIn

25. Which social media platform is particularly effective for businesses in the food and
beverage industry to share mouth-watering images and engage with food enthusiasts?
a. Facebook
b. Twitter
c. Pinterest
d. Instagram
References

Sr No. Name of book Name of author Publisher Year of

publication
1 Social Media Marketing Tracy L. Tuten, SAGE 2023
Michael R. Publications Pvt.
Solomon, Ltd
Bikramjit Rishi
2 E-Commerce Business Goldink Books Goldink 2021
through Social Media Publishers LLC
Marketing:
3 Digital Marketing Seema Gupta McGraw Hill 2022
4 Digital Marketing Dr. Antony Notion Press 2020
Puthussery

Note-The above material has been compiled from the above reference books and the official
data from the authenticated websites.
 UNIT IV – INTRODUCTION CYBER SECURITY

History of Internet
There are so many networks exiting in the world, often with different hardware and
software. But Internet is a term which is very common to all irrespective to any age group.
Perhaps there is no such human being in the universes, who is unaware of the term Internet. In
other words, Internet is the backbone of rapid growth of technological revolution. The word
Internet is derived from Internetworking that is a collection of individual networks, connected
by intermediate networking devices that function as a single large network. Network is a
collection of terminals, computer servers and components which allow for the easy flow of
data and use of resources between one another. In simple words, a network is a group of two
or more computer systems linked together.

This question may seem easy to answer to the young generations, who have grown under its
influence, but defining it isn’t really as easy. Internet, also known as the World Wide Web
(www), is a global system of interconnected computer networks that use a protocol called the
Internet Protocol Suite (IP) to link to billions of devices all around the world. The impact of
this has been so enormous that it has been referred to as the eighth continent of the world. This
carries a vast range of information, from the top-secret military and research files to the most
trending and viral video of the week. This massive storage is shared by everyone, with
everyone’s computer contributing to the ever-expanding treasure trove of knowledge.

The advent of the internet is heavily influencing most traditional communication

methods such as newspapers, telephones, television, etc. They are giving rise to new services
such as internet phones and internet tv. The exchange of information has been accelerated
exponentially and consequentially the exchange of information has led to an improvement in
the standard of life for many people across the globe. What’s most curious about the internet
is its structure. It has no centralized governance either technologically or legally, speaking
regarding the policy for access and usage. Every network decides its policy and implements it
within its jurisdiction.

The Internet has a glorious history. It has come across a long way to reach its current
position. When traditional circuit-switched telephone networks were considered too
vulnerable, DoD (Department of Defence of USA) turned to its research arm, Advanced
Research projects Agency (ARPA). ARPA was created in response to the Soviet Union’s
launching Sputnik in 1957 and had the mission of advancing technology that might be useful
to the military. This network is popularly known as ARPANET. In the late 1970s, NSF (The
U.S. National Science Foundation) found the enormous impact the ARPANET was having on
university research, allowing scientists across the country to share data and collaborate on
research projects. However, to get on the ARPANET, a university had to have a research
contact with the DoD, which many did not have. This lack of Universal access prompted NSF
to set up a virtual network, CSNET, cantered around a single machine at BBN that supported
Dial-up lines and had connections to the ARPANET and other networks. NSF also founded
some (eventually about 20) regional networks that connected to the backbone to allow users at
thousands of universities, research labs, and museums to access any of the supercomputers and
to communicate with one another. The complete network, including the backbone and the
regional networks, was called NSFNET. It connected to the ARPANET through a link between
an Interface Message Processors (IMP) and fuzzball in the Carnegie-Mellon machine room.
The number of networks, machines, and users connected to the ARPANET grew rapidly after
TCP/IP became the only official protocol on 1st January 1983. When NSFNET and ARPANET
were interconnected, the growth became exponential.
So finally, a global network was created, which connected all the types of networks around
the globe, it is popularly known as the Internet. Technically a machine is on the Internet if it
runs the TCP/IP protocol stack, has an IP address and has the ability to send IP Packets to all
other machines on the Internet. The mere ability to send and receive the electronic mail is not
enough, since e-mail is a gateway to many networks outside the Internet. However, this issue
is clouded somewhat by the fact that many personal computers have the ability to call up an
Internet service provider using a modem, be assigned a temporary IP address and send IP
packets to other Internet hosts. It makes sense to regard such a machine being on the Internet
for as long as they are connected to the service provider’s router. With tremendous growth, the
old informal way of running the Internet no longer works. In January 1992, the Internet Society
was set up to promote the use of the Internet and perhaps eventually taken over managing it.
Traditionally, Internet had five main Applications as follows:

E-mail

Research News

File Remote
Transfer Login

Cyber Crime
Cybercrime is not an old sort of crime to the world. It is defined as any criminal activity
which takes place on or over the medium of computers or internet or other technology
recognised by the Information Technology Act. Cybercrime is the most prevalent crime playing
a devastating role in Modern India. Not only the criminals are causing enormous losses to the
society and the government but are also able to conceal their identity to a great extent. There
are number of illegal activities which are committed over the internet by technically skilled
criminals. Taking a wider interpretation, it can be said that, Cybercrime includes any illegal
activity where computer or internet is either a tool or target or both. The term cybercrime may
be judicially interpreted in some judgments passed by courts in India; however, it is not defined
in any act or statute passed by the Indian Legislature. Cybercrime is an uncontrollable evil
having its base in the misuse of growing dependence on computers in modern life. Usage of
computer and other allied technology in daily life is growing rapidly and has become an urge
which facilitates user convenience. It is a medium which is infinite and immeasurable.
Whatsoever the good internet does to us, it has its dark sides too. Some of the newly emerged
cybercrimes are cyber-stalking, cyber-terrorism, e-mail spoofing, e-mail bombing, cyber
pornography, cyberdefamation etc. Some conventional crimes may also come under the
category of cybercrimes if they are committed through the medium of computer or Internet
The Indian Legislature doesn’t provide the exact definition of Cybercrime in any statute, even
the Information Technology Act, 2000; which deals with cybercrime doesn’t define the term of
cybercrime. However, in general the term cybercrime means any illegal activity which is
carried over or with the help of internet or computers.
Dr. Debarati Halder and Dr. K. Jaishankar define cybercrimes as: “Offences that are committed
against individuals or groups of individuals with a criminal motive to intentionally harm the
reputation of the victim or cause physical or mental harm, or loss, to the victim directly or
indirectly, using modern telecommunication networks such as Internet (Chat rooms, emails,
notice boards and groups) and mobile phones (SMS/MMS)”
We do not have any precise definition of cybercrime; however, following is the general
definitions of term cybercrime: The oxford Dictionary defined the term cybercrime as
“Criminal activities carried out by means of computers or the Internet.”
“Cybercrime may be said to be those species, of which, genus is the conventional crime, and
where either the computer is an object or subject of the conduct constituting crime”.
“Cybercrime means any criminal or other offence that is facilitated by or involves the use of
electronic communications or information systems, including any device or the Internet or any
one or more of them”.
Professor S.T. Viswanathan has given three definitions in his book The Indian Cyber Laws with
Cyber Glossary is as follows - Any illegal action in which a computer is the tool or object of
the crime i.e. any crime, the means or purpose of which is to influence the function of a
computer. Any incident associated with computer technology in which a victim suffered or
could have suffered loss and a perpetrator, by intention, made or could have made a gain.
Computer abuse is considered as any illegal, unethical or unauthorized behaviour relating to
the automatic processing and transmission of data.
Broadly there are two classifications of cybercrime.
 Features of Cyber Crime
The Concept of cybercrime is very different from the traditional crime. Also due to the
growth of Internet Technology, this crime has gained serious and unfettered attention as
compared to the traditional crime. So, it is necessary to examine the peculiar characteristics of
cybercrime.
 People with specialized knowledge – Cybercrimes can only be committed through the
technology, thus to commit this kind of crime one has to be very skilled in internet and
computers and internet to commit such a crime. The people who have committed
cybercrime are well educated and have deep understanding of the usability of internet,
and that’s made work of police machinery very difficult to tackle the perpetrators of
cybercrime.
 Geographical challenges – In cyberspace the geographical boundaries reduced to zero.
A cybercriminal in no time sitting in any part of the world commit crime in other corner
of world. For example, a hacker sitting in India hack in the system placed in United
States.
 Virtual World –The act of cybercrime takes place in the cyber space and the criminal
who is committing this act is physically outside the cyber space. Every activity of the
criminal while committing that crime is done over the virtual world.
 Collection of Evidence - It is very difficult to collect evidence of cybercrime and prove
them in court of law due to the nature of cybercrime. The criminal in cybercrime
invokes jurisdiction of several countries while committing the cybercrime and at the
same time he is sitting some place safe where he is not traceable.
 Magnitude of crime unimaginable- The cybercrime has the potential of causing injury
and loss of life to an extent which cannot be imagined. The offences like cyber
terrorism, cyber pornography etc has wide reach and it can destroy the websites, steal
data of the companies in no time.
 Methods of cyber crime
There few methods or mode of cybercrime. Below are the detail discussion of those methods
or mode.

 Unauthorized access to computer systems or networks / Hacking - This kind of

offence is normally referred as hacking in the generic sense. However, the framers of
the information technology act 2000 have nowhere used this term so to avoid any
confusion we would not interchangeably use the word hacking for ‘unauthorized
access’ as the latter has wide connotation.
 Theft of information contained in electronic form - This includes information stored
in computer hard disks, removable storage media etc. Theft may be either by
appropriating the data physically or by tampering them through the virtual medium.
 Email bombing - This kind of activity refers to sending large numbers of mail to the
victim, which may be an individual or a company or even mail servers there by
ultimately resulting into crashing.
 Data diddling – This kind of an attack involves altering raw data just before a computer
processes it and then changing it back after the processing is completed. The electricity
board faced similar problem of data diddling while the department was being
computerized.
 Salami attacks - This kind of crime is normally prevalent in the financial institutions or
for the purpose of committing financial crimes. An important feature of this type of
offence is that the alteration is so small that it would normally go unnoticed. E.g. the
Ziegler case wherein a logic bomb was introduced in the bank’s system, which deducted
10 cents from every account and deposited it in a particular account.
 Denial of Service attack - The computer of the victim is flooded with more requests
than it can handle which cause it to crash. Distributed Denial of Service (DDoS) attack
is also a type of denial-of-service attack, in which the offenders are wide in number and
widespread. E.g. Amazon, Yahoo.
 Virus / worm attacks - Viruses are programs that attach themselves to a computer or a
file and then circulate themselves to other files and to other computers on a network.
They usually affect the data on a computer, either by altering or deleting it. Worms,
unlike viruses do not need the host to attach themselves to. They merely make
functional copies of themselves and do this repeatedly till they eat up all the available
space on a computer’s memory. E.g. love bug virus, which affected at least 5 % of the
computers of the globe. The losses were accounted to be $ 10 million. The world’s most
famous worm was the Internet worm let loose on the Internet by Robert Morris
sometime in 1988. Almost brought development of Internet to a complete halt.
 Logic bombs - These are event dependent programs. This implies that these programs
are created to do something only when a certain event (known as a trigger event) occurs.
E.g. even some viruses may be termed logic bombs because they lie dormant all through
the year and become active only on a particular date (like the Chernobyl virus).
 Trojan attacks - This term has its origin in the word ‘Trojan horse’. In software field
this means an unauthorized programme, which passively gains control over another’s
system by representing itself as an authorized programme. The most common form of
installing a Trojan is through e-mail. E.g. a Trojan was installed in the computer of a
lady film director in the U.S. while chatting. The cybercriminal through the web cam
installed in the computer obtained her nude photographs. He further harassed this lady.
 Internet time thefts - Normally in these kinds of thefts the Internet surfing hours of
the victim are used up by another person. This is done by gaining access to the login ID
and the password. E.g. Colonel Bajwa’s case- the Internet hours were used up by any
other person. This was perhaps one of the first reported cases related to cybercrime in
India. However, this case made the police infamous as to their lack of understanding of
the nature of cybercrime.
 Web jacking - This term is derived from the term hi jacking. In these kinds of offences,
the hacker gains access and control over the web site of another. He may even mutilate
or change the information on the site. This may be done for fulfilling political objectives
or for money. E.g. recently the site of MIT (Ministry of Information Technology) was
hacked by the Pakistani hackers and some obscene matter was placed therein. Further
the site of Bombay crime branch was also web jacked. Another case of web jacking is
that of the ‘gold fish’ case. In this case the site was hacked and the information
pertaining to gold fish was changed. Further a ransom of US $ 1 million was demanded
as ransom. Thus, web jacking is a process whereby control over the site of another is
made backed by some consideration for it.
 Email spoofing - A spoofed email is one that appears to originate from one source but
actually has been sent from another source. E.g. Pooja has an e-mail address
[email protected]. Her enemy, Sameer poofs her e-mail and sends obscene
messages to all her acquaintances. Since the e-mails appear to have originated from
Pooja, her friends could take offence and relationships could be spoiled for life. Email
spoofing can also cause monetary damage. In an American case, a teenager made
millions of dollars by spreading false information about certain companies whose
shares he had short sold. This misinformation was spread by sending spoofed emails,
 purportedly from news agencies like Reuters, to share brokers and investors who were
informed that the companies were doing very badly. Even after the truth came out the
values of the shares did not go back to the earlier levels and thousands of investors lost
a lot of money.
 Importance of cyber security
In this digital era, a nation like ours is going through a massive digitalizing phase. Digital India
is under construction. Whatever we used to do earlier by person, now we can do it from our
home with the tips of our fingers. We can connect with our friends and family through social
media platforms, make a call online, purchase anything from our home using e-commerce sites,
apply for a job online, run online businesses, play games and so on. With the cheap availability
of smart phones and internet connection almost everyone has access to the cyber-space. But
we know everything good comes with also with something bad. So, it is with the internet. With
the increasing use of cyber space has made us vulnerable to cybercrime threats. We hear of so
many fraud cases, ATM fraud, ransomware attacks and many more happening in our country
every day. Also, the electronic device you use may carry some sort of malware, that can share
your valuable data to criminal hands. So, it is necessary for us to be aware about the
cybercrimes and the prevention measures before-hand to keep ourselves in the safer side.
Cybersecurity is the practice of protecting electronic information by mitigating information
risks and vulnerabilities. Information risks can include unauthorized access, use, disclosure,
interception, or data destruction. The importance of cybersecurity in the digital world is
immense. It is because the volume and sophistication of cyberattacks are constantly
increasing. As our dependence on technology grows, so does our vulnerability to these
attacks. Cybersecurity helps to protect our data and systems from these threats. Below are
the few points which describes an importance of cyber security.

Cyber Security
for Students

Cyber Security
Cyber security in
in Banking
Digital World
sector

Cyber security
for Business

 Cyber security in Digital World - The importance of cyber security in the digital
world cannot be understated. A single security breach can have far-reaching
consequences in today's interconnected world. For example, the 2017 Equifax breach
exposed the personal information of over 145 million people, and the 2018 Marriott
 breach exposed the personal information of over 500 million people. These breaches
had a significant financial impact on the companies involved and also resulted in a
loss of customer trust. Therefore, cyber security is essential to protect businesses and
individuals from the potentially devastating consequences of a security breach.
 Cyber security for students - Cyber security is important for students because they
often target cyber-attacks. In a recent case, a group of students from a college in the
United States was targeted by hackers who gained access to their personal
information, including their Social Security numbers and credit card information.
The hackers then used this information to fraudulently charge thousands of dollars
to the students' credit cards. The students were left with massive debt and had to
spend months repairing their credit. This case highlights the importance of cyber
security for students, who are often the victims of cybercrime. If a student's personal
information is stolen in a cyber-attack, it could be used to commit identity theft. It
could ruin the student's credit, making it difficult for the student to get loans for
college or a car. In extreme cases, identity theft can even lead to jail.
 Cyber security for various firms - The importance of Cyber Security for
businesses and organizations can be seen in the case of the target data breach. In this
case, hackers were able to gain access to the target's customer data, including credit
and debit card information. It led to target having to pay out millions of dollars in
damages and losing customer trust. Target's data breach is just one example of how
cyber security is important for businesses and organizations.
Another data breach example would be the WannaCry ransomware attack, which
targeted businesses and organizations worldwide. This attack resulted in the loss of
data and money for many organizations, and some were even forced to shut down.
 Cyber security in Banking sector - A real-life example of the importance of cyber
security for the banking sector is the 2014 JPMorgan Chase data breach. In this
breach, hackers gained access to the names, addresses, phone numbers, and email
addresses of 76 million households and 7 million small businesses. The hackers also
gained access to the account information, including account numbers and balances,
of 83 million JPMorgan Chase customers. This breach highlights the importance of
cyber security for the banking sector, as hackers were able to gain access to a large
amount of sensitive customer data. If this data had fallen into the wrong hands, it
could have been used for identity theft, fraud, or other malicious purposes.
In recent years, there have been several high-profile cyberattacks that have had a devastating
impact on businesses and individuals. These are theft of social security numbers, bank
account details, credit card information, and sensitive data leaks. The main reason is that
most individuals store their data on cloud storage services such as Dropbox or Google Drive.
These attacks have highlighted the importance of having strong cybersecurity measures in
place. Some of the most common cyberattacks are Phishing Attacks, Malware attacks,
Ransomware Attacks etc.
 Guidelines for setting up a password
One must have a unique password, which should not be shared. Protect passwords as you would
any other company asset. When creating passwords, make sure they are difficult to guess, but
not so difficult that you have to write them down to remember them. Using obscure passwords
keeps your user ID secure. Passwords based on personal information, such as your name or
birthday, are poor passwords. Even common words can be easily guessed. Good passwords
have at least six characters and include nonalphabetic characters. Strange word combinations
and words purposely missed are also good choices. Below are the following guidelines setting
the password:

 Do not use your user ID as a password. Do not use it reversed, doubled, or otherwise
modified.
 Do not reuse passwords. The system might be set up to deny the reuse of passwords.
 Do not use any person's name as your password.
 Do not use words that can be found in the online spelling-check dictionary as your
password.
 Do not use passwords shorter than six characters.
 Do not use obscene words; they are some of the first ones checked when guessing
passwords.
 Do use passwords that are easy to remember, so you won't have to write them down.
 Do use passwords that use both letters and numbers and that have both lowercase and
uppercase letters.
 Do use two words, separated by a number, as a password.
 Do use pronounceable passwords. They are easier to remember.
 Do not write password down. However, if you must write them down, place them in a
physically secure place, such as a locked cabinet.

 Types of Cyber Fraud

 Phishing Attacks:
Phishing is a devious tactic wherein cybercriminals craft deceptive emails, messages, or
websites that mimic trustworthy entities to extract sensitive information. These attacks often
prey on human vulnerability, relying on individuals clicking on malicious links or providing
confidential details, thinking they are interacting with a legitimate source. Spear phishing
targets specific individuals or organizations, tailoring the deception for maximum impact,
while vishing employs voice communication, adding another layer to this pervasive threat.
 Ransomware Attacks:
Ransomware attacks are a menacing form of cyber fraud where malicious software infiltrates
computer systems, encrypting files and demanding a ransom for their release. Victims are left
with a difficult choice: pay the ransom to regain access to their data or risk losing it permanently
 Identity Theft:
Identity theft involves the illicit acquisition and misuse of personal information to impersonate
individuals, often for financial gain or other criminal activities. Cybercriminals target Social
Security numbers, bank account details, or login credentials to assume a victim's identity. The
Equifax data breach in 2017 revealed how serious identity theft can be. It illustrated that one
breach can jeopardize the private information of millions, putting individuals at various risks.
 Online Shopping Scams:
Online shopping scams exploit the rising trend of e-commerce by creating fraudulent online
stores or manipulating existing platforms. Scammers deceive consumers into purchasing non-
existent or counterfeit products, leading to financial losses and disappointment for
unsuspecting buyers. Counterfeit luxury goods, fake ticket sales, and fraudulent online
marketplaces are common avenues for these scams, requiring consumers to exercise vigilance
and verify the legitimacy of online sellers.
 Business Email Compromise (BEC):
Business Email Compromise involves cybercriminals gaining access to business email
accounts to orchestrate fraudulent activities. Commonly, attackers use compromised accounts
to authorize unauthorized wire transfers or manipulate employees into conducting financial
transactions. CEO fraud, a prevalent form of BEC, sees cybercriminals posing as high-ranking
executives to trick employees into transferring funds, highlighting the vulnerability of
organizations to such sophisticated attacks.
 Credit Card Fraud:
Credit card fraud encompasses the illicit use of credit card information for unauthorized
transactions. Stolen credit card details are often traded on the dark web, where fraudsters may
use them to make online or in-person purchases. Techniques such as skimming devices at ATMs
or point-of-sale terminals enable cybercriminals to capture card information, emphasizing the
need for enhanced security measures to protect individuals and businesses from financial loss.
 Social Engineering Attacks:
Social engineering attacks use psychological manipulation to trick individuals into revealing
sensitive information or taking actions that jeopardize security. Impersonation, pretexting, and
baiting are common tactics, exploiting human emotions such as trust or fear to achieve the
attacker's objectives. The success of social engineering relies on exploiting the human element,
making it imperative for individuals and organizations to enhance awareness and implement
stringent cybersecurity practices.

 Cyber Fraud Examples

1. WannaCry Ransomware Attack:
In May 2017, the WannaCry ransomware infected hundreds of thousands of computers
globally. Exploiting a vulnerability in Microsoft Windows, the malware encrypted files and
demanded ransom payments in Bitcoin. The attack affected hospitals, businesses, and
government agencies, highlighting the widespread disruption that ransomware can cause.
2. Equifax Data Breach:
In 2017, Equifax, a credit reporting firm, faced a huge data breach. Personal information,
including names, Social Security numbers, and birth dates of 147 million individuals, was
compromised. The breach underscored the vulnerability of personal data and the severe
consequences of identity theft.
3. Business Email Compromise (BEC) Scam on Toyota Boshoku Corporation:
In 2019, Toyota Boshoku Corporation, a subsidiary of Toyota, fell victim to a BEC scam.
Cybercriminals impersonated a legitimate business partner and tricked the company into
transferring approximately $37 million to fraudulent accounts. The incident highlighted the
financial impact and sophistication of BEC attacks on large corporations.
4. SolarWinds Supply Chain Attack:
In late 2020, the SolarWinds supply chain attack compromised the software supply chain,
impacting numerous organizations and government agencies. Cybercriminals inserted a
malicious code into the software update of SolarWinds' Orion platform. This allowed them to
gain unauthorized access to the networks of SolarWinds customers, leading to extensive data
breaches.

 Case Studies
Case study 1 - In a leading cybercrime case, the Joint Academic Network (JANET) was hacked
by the accused, after which he denied access to the authorized users by changing passwords
along with deleting and adding files. Making it look like he was authorized personnel, he made
changes in the BSNL computer database in their internet users’ accounts.
When the CBI carried out investigations after registering a cybercrime case against the accused,
they found that the broadband Internet was being used without any authorization. The accused
used to hack into the server from various cities like Chennai and Bangalore, amongst others.
This investigation was carried after the Press Information Bureau, Chennai, filed a complaint.
In the verdict by the Additional Chief Metropolitan Magistrate, Egmore, Chennai, the accused
from Bangalore would be sent to prison for a year and will have to pay a fine of Rs 5,000 under
Section 420 IPC and Section 66 of the IT Act.

EXCERSIE
LONG QUESTIONS
1. Explain the various methods for cyber-crime.
2. Explain the different definitions of cyber-crime.
3. What are features of cyber-crime.
4. Explain the guidelines for setting up a password.
5. Explain the various types of cyber crime
SHORT QUESTIONS

1. Mention the methods by which cybercrime can take place.

2. What is the importance of cyber security in banking sector.
3. What is the importance of cyber security in students.
4. Give the steps to follow while setting a password.
MULTIPLE CHOICE QUESTIONS

1. In which of the following, a person is constantly followed/chased by another person or

group of several peoples?
A. Phishing
 B. Bulling
C. Stalking
D. Identity theft
2. Which one of the following can be considered as the class of computer threats?
A. Dos Attack
B. Phishing
C. Soliciting
D. Both A and C

3. Which of the following is considered as the unsolicited commercial email?

A. Virus
B. Malware
C. Spam
D. All of above
4. Which one of the following is a type of antivirus program?
A. Quick heal
B. McAfee
C. Kaspersky
D. All of the above
5. Which one of the following is considered in the category of computer threats?
A. Soliciting
B. DoS attack
C. Phishing
D. Both A and B
6. Which one is considered to be a type of antivirus program?
A. Kaspersky
B. Mcafee
C. Quick heal
D. All of the above
7. Which of these scanners for ports and IP addresses is most used by users?
A. Cain and Abel
B. Ettercap
C. Snort
D. Angry IP Scanner
8. Which of the following phrases describes taking someone else's creation or idea and
using it for one's own advantage?
A. Intellectual property rights
B. Piracy
C. Plagiarism
D. All of the above
9. Which of the following describes investigating moral conduct concerning the digital
media landscape?
A. Cyberethics
B. Cyber low
 C. Cybersafety
D. Cybersecurity
10. Corporate organization utilizing social media for hiring employees is known as .
A. Indirect Hiring
B. Contractual Hiring
C. Facebook Hiring
D. Social Media Hiring
11. In Digital marketing, the acronym CTR stands for .
A. Critical Timing Ratio
B. Click-Through Revenue
C. Click-Through Rate
D. Cost to Recall
12. Website can contain which of the following?
A. Text pages
B. Digital images
C. Audios & Videos
D. All of these
13. Which of the following languages is suitable for artificial intelligence?
A. Fortran
B. Basic
C. Prolog
D. ‘C’
14. What is the full form of ITA – 2000?
A. Information Tech Act – 2000
B. Indian Technology Act – 2000
C. International Technology Act – 2000
D. Information Technology Act – 2000
15. Under which section of the IT Act, stealing any digital asset ot information is written a
cybercrime?
A. 65
B. 65 – D
C. 67
D. 70
16. How to track Email?
A. Read Notify
B. Self-Distracting
C. Spy pin
D. Gmail
17. What are the types of password attacks?
A. Electronic attack
B. Non-Electronic attack
C. Man in the middle attack
D. Sholder surfing
 18. are used in digital marketing

A. Electronic devices
B. Internet
C. Both A and B
D. None of the above

19. Which of the following is a type of digital marketing activity?

A. Email marketing
B. Social web marketing
C. Viral marketing
D. All of above
20. Which of the following is not a traditional form of digital marketing?
A. Radio
B. TV
C. Billboard
D. All of above
21. Digital marketing includes .
A. Voice broadcast
B. Podcast
C. RSA
D. Both A & B

22. is the process of marketing accomplished or facilitated through the application of

electronic devices, appliances, tools, techniques, technologies and or systems:
A. Direct Marketing
B. interactive marketing
C. Electronic marketing
D. internet marketing
23. The plays a major role in better content creation.
A. icon
B. keyword
C. description
D. viewport
24. help in providing the user the gist of what is the article about.
A. Meta Description
B. Meta tags
C. Meta Description or Meta tags
D. None of the above
25. The 4Ps of marketing as defined by Philip Kottler are:
A. Price, Product, Place, and Promotion
B. Price, Performance, Place, and Promotion
C. Price, Product, Place, and Positioning
D. PR, Product, Place, and Person