DIGITAL MARKETING

Digital marketing platforms

Course Code: BBA 5.6 (B) Vocational
Name of the Course: Digital Marketing

 Course Credits: 04
 No. of Hours per Week : 04
 Total No. of Teaching Hours : 56 Hrs.
Course Outcomes

On successful completion of the course, the students’ will be able to

a) Gain knowledge on Digital Marketing , Email marketing and Content
marketing.
b) Understand Search Engine Optimization tools and techniques
c) Gain skills on creation of Google AdWords & Google AdSense
d) Gain knowledge on Social Media Marketing and Web Analytics.
e) Gain knowledge on YouTube Advertising & Conversions.
Module No. 1: Introduction to Digital
Marketing (12hrs)
Introduction - Meaning of Digital Marketing, Need for Digital Marketing, Digital
Marketing Platforms. Digital Marketing students, professional and Business Email
Marketing :Importance of e-mail marketing, e-mail Marketing platforms, Creating
e-mailers, Creating a Contact Management and Segmentation Strategy,
Understanding e-mail Deliverability & Tracking e-mails, How to create Effective
& Unique e-mail Content, Outlining the Design of Your Marketing e-mails, Open
rates and CTR of e-mail, Drive leads from e-mail, What are opt-in lists , Develop
Relationships with Lead Nurturing & Automation Content Marketing:
Understanding Content Marketing, Generating Content Ideas, Planning a Long-
Term Content Strategy, Building a Content Creation Framework, Becoming an
Effective Writer , Extending the Value of Your Content through Repurposing, How
to Effectively Promote Content, Measuring and Analyzing Your Content.
Module No. 2: Search Engine
Optimization (SEO) (10 hrs)
 Search Engine Optimization (SEO):Meaning of SEO, Importance and Its Growth
in recent years, Ecosystem of a search Engine, kinds of traffic, Keyword
Research & Analysis (Free and Paid tool & Extension), Recent Google Updates
& How Google Algorithms works On Page Optimization (OPO), Off-Page
Optimization Misc SEO Tools: Google Webmaster Tools, Site Map Creators,
Browser-based analysis tools, Page Rank tools, Pinging & indexing tools, Dead
links identification tools, Open site explorer, Domain information/who is
tools, Quick sprout, Google My Business.
Module No. 3: Google AdWords &
Google AdSense (12 hrs.)
 Google AdWords: Google Ad-Words Fundamentals, Google AdWords Account
Structure, Key terminologies in Google AdWords, How to Create an AdWords
account, Different Types of AdWords and its Campaign & Ads creation process,
Ad approval process, Keyword Match types , Keyword targeting & selection
(Keyword planner), Display Planner, Different types of extensions , Creating
location extensions, Creating call extensions, Create Review extensions, Bidding
techniques – Manual / Auto , Demographic Targeting / Bidding, CPC-based, CPA
based & CPM-based accounts., Google Analytics Individual Qualification
(GAIQ). Google AdSense: Understanding ad networks and AdSense's limitations,
Learning which situations are best for using AdSense, Setting up an AdSense
account, Creating new ad units, Displaying ads on a website, Configuring
channels and ad styles, Allowing and blocking ads , Reviewing the AdSense
dashboard, Running AdSense reports and custom reports, Exporting data,
Reviewing payee and account settings.
Module No 4: Social Media Marketing (SMM) & Web
Analytics ( 12 hrs)

 Social Media Marketing (SMM) Facebook Marketing, Twitter Marketing,

LinkedIn Marketing,Google plus Marketing, YouTube Marketing, Pinterest
Marketing, Snapchat Marketing, Instagram Marketing, Social Media Automation
Tools, Social Media Ad Specs The ROI in Social Media Marketing, Tools and
Dashboards, Reputation management Web Analytics: The need & importance
of Web Analytics, Introducing Google Analytics, The Google Analytics layout ,
Basic Reporting, Basic Campaign and Conversion Tracking, Google Tag
Manager, Social Media Analytics, Social CRM & Analytics, Other Web analytics
tools, Making better decisions, Common mistakes analysts make
Module No. 5: YouTube Advertising
(Video Ads) & Conversions ( 10 hrs)
 YouTube Advertising (Video Ads): YouTube advertising? ,Why should one
advertise on YouTube? , Creating YouTube campaigns, Choose the audience for
video ads, Instream ads, In video ads, In-search ads, In-display ads, Measuring
your YouTube ad performance, Drive leads and sales from YouTube ads
Conversions: Understanding Conversion Tracking, Types of Conversions, Setting
up Conversion Tracking, Optimizing Conversions, Track offline conversions,
Analyzing conversion data, Conversion optimizer.
Skill Development Activities

1. Explain the key digital marketing activities needed for competitive success.
2. Examine the concept of Digital Media and benefits to be derived. 3. Recognize
the core features of CRM and retention programmes
4. Identify the metrics used in digital marketing.
5. Organize how we can limit the marketing materials we get through e-mail.
Books for Reference

 Understanding DIGITAL Marketing, Marketing strategies for engaging the

digital generation Damian Ryan & Calvin Jones
 The Art of Digital Marketing: The Definitive Guide to Creating Strategic by Ian
Dodson
 Internet Marketing: a practical approach By Alan Charlesworth
 Social Media Marketing: A Strategic Approach By Melissa Barker, Donald I.
Barker, Nicholas F. Bormann, Krista E Neher
Definition
 Digital marketing, a type of marketing, refers to the technique of promoting goods and services
using the Internet and other online-based digital platforms, including mobile phones, desktop
computers, and other digital media and platforms.
 sometimes called Internet or online marketing
 Promotion of brands to connect with potential customers using the internet and other forms of
digital communication.
 This includes not only email, social media, and web-based advertising, but also text and
multimedia messages as a marketing channel.
Digital Marketing : Introduction

 Described as the set of techniques and technologies used to promote brands, products and services
to consumers over a range of online channels.
 People are increasingly spending time online for various tasks, including shopping, information
searching, news reading, video watching, emailing, holiday booking, and social media.
 This shift reduces time spent on traditional media, demanding businesses to engage in digital
marketing to reach customers and promote their products and services.
Digital Marketing Techniques
There are many digital marketing techniques and tools available to businesses to help them
market online, such as:
Email marketing:
 Email marketing is the act of sending a commercial message, typically to a group of people,
using email.
 In its broadest sense, every email sent to a potential or current customer could be considered
email marketing.
 It involves sending adverts, requesting business, or requesting donations or purchases by email.
Website Marketing

 A website is the hub of digital marketing, facilitating various campaigns and

showcasing a brand, product, or service in a clear, memorable, and user-
friendly manner.
 Website marketing is the strategic promotion of a website to drive relevant
traffic to the site.
 The goal is typically to attract people who may be interested in a company’s
products or services.
 More traffic coming to a site means more opportunities to put your value
proposition in front of potential customers.
Content Marketing

 The goal of content marketing is to reach potential customers through the

use of content that interests them.
 Content is usually published on a website and then promoted through social
media, email marketing, search engine optimization, or even pay-per-click
campaigns.
 The tools of content marketing include blogs, ebooks, online courses,
infographics, podcasts, and webinars.
PPC - Pay-per-Click

 These are paid advertisements.

 They only stay on the web for a shorter period. Once you stop paying, it will
be gone.
 PPC is an internet advertising model used to drive traffic to websites, in
which an advertiser pays a publisher when the ad is clicked.
 Pay-per-click is usually associated with first-tier search engines
Mobile Marketing:
 Mobile marketing is a multi-channel online marketing technique focused at reaching a specific
audience on their smartphones, feature phones, tablets, or any other related devices through
websites, e-mail, SMS and MMS, social media, or mobile applications.
 Provides advertisements on smartphones, laptops, and tablets for the target audience.
Analytics – The process of using tools for tracking and analyzing the
behavior of website visitors to inform marketing strategy.
SEO - Search Engine Optimization

 SEO is the most common type of digital marketing used in many organizations.
Its main objective is to show the business on the top while searching it on the
web. However, it also needs customers' support to get high ranks.
 SE: It is a software system that is designed to carry out web searches (search
for information of find information from the www)
 Optimization: The action of making the best or most effective use of a
resources.
 Hence it is the process of making your website/webpages better for search
engines. So that it can rank higher
Affiliate Marketing:

 It is the process by which an affiliate earns a commission for marketing

another person's or company's products. The affiliate simply searches for a
product they enjoy, then promotes that product and earns a piece of the
profit from each sale they make.
 It is a marketing arrangement in which affiliates receive a commission for
each visit, signup or sale they generate for a merchant. This arrangement
allows businesses to outsource part of the sales
 Includes advertising a product or a service with the help of a well-known
influencer or a celebrity. The major reason companies do it is to improve
their brand name.
Social Media Marketing

 Reaching consumers through social media sites, such as Facebook, Twitter,

and LinkedIn, to raise brand awareness, generate sales and website traffic.
 Social media marketing is getting widely popular among the youths. Many
businesses and startups advertise their work in the form of posts, videos, and
stories on all social media platforms.
 It is the use of social media platforms and websites to promote a product or
service. Although the terms e-marketing and digital marketing are still
dominant in academia, social media marketing is becoming more popular for
both practitioners and researchers
 DM goals
• Increased brand awareness – Increasing brand awareness among current and potential customers.
• Lead generation – Generating ‘leads’: generating customer interest in product or service and
creating contact lists of those users who have expressed interest.
• Sales generation – Generating sales of products or services – probably the ultimate marketing goal.
• Informing customers – Keeping customers up-to-date by sharing news and special offers with your
target audience.
• Improved customer service – Strengthening your relationship with your customers by improving
customer service and assistance.
• Direct customer engagement – Engaging with customers directly.
• Generating Traffic – Increasing the number of visitors to your website.
NEED for DM

 Digital marketing is important because it connects a business with its

customers when they are online, & is effective in all industries. It connects
businesses with ideal customers when they are on Google through SEO & PPC,
on social media with social media marketing, & through email with email
marketing.
 Every business needs digital marketing. It’s necessary you understand the
benefits of digital marketing for businesses, which include:
 Digital marketing levels the online playing field.
A business's web visibility, similar to opening a store, is crucial for attracting
customers. Being easily noticeable, having a strong name, and regularly updating
information are key factors.

 Digital marketing helps businesses stay a step ahead of their competition.

Digital marketing, including SEO, organic search, local search, Google Adwords,
social media, and blogs, helps brands reach a wider audience online, making it
easier than in-person marketing.
 Digital marketing is less expensive than traditional advertising.
Traditional advertising methods, such as television, radio, newspapers,
magazines, and direct mail, can be costly. Online alternatives like YouTube,
blogs, social media, and podcasts can be cheaper and more effective if managed
effectively.
Digital marketing delivers analytics. Digital marketing offers ad creators access
to analytics that traditional advertising methods cannot provide, enabling quick
testing of campaigns and analyzing results.
 Digital marketing reaches mobile users.
Mobile-specific digital marketing allows businesses to reach customers globally,
optimizing local search and digital presence, as people increasingly rely on their
phones' web browsing capabilities.

 Digital marketing builds brand recognition.

Utilizing various web channels for marketing is easier than ever, but shotgun
approaches can confuse customers. Invest in a succinct campaign and build upon
it.
 Digital marketing allows businesses to monitor their brand.
Digital marketing allows businesses to easily check reputations and engage with
unsatisfied customers, addressing negative press before it spreads. It's crucial for
businesses to utilize web and social media to stay informed and avoid negative
publicity.

 Digital marketing can help brands develop trust with their audience.
Engaging with customers on social media through care and interaction fosters
trust, camaraderie, and friendships. Small actions like connecting online can lead
to positive customer feedback, making a significant difference in a business's
success.
 Digital marketing provides businesses with additional sales channels.
Digital marketing is a branch of a physical business, combining social media
posts, blog posts, landing pages, and YouTube videos to reach a wider audience,
deliver brand messages, and promote products and services.
 Digital marketing brings a brand’s story to more people.
Digital marketing is a powerful tool for businesses to communicate their unique
stories and reach a wider audience, ensuring their brand is heard and
understood.
 Digital marketing can educate customers:
Digital marketing aids brands in educating customers and sharing beneficial
information, potentially improving others' lives through expertise, business
models, and positive lifestyles, ultimately making the world a better place for
future generations.
Why digital marketing is important?

 A source of entertainment, news, shopping and social interactions.

 Consumers have access to information any time and any place they want it.
• People are now exposed to what media, friends, relatives, etc. are saying
about your brand, and they are more likely to believe them than you.
• People want brands they can trust, companies that know them,
communications that are personalized, and offers tailored to their needs and
preferences.
How Digital Marketing Works?

 Marketing is the term used to describe the activities a business engages in to

advertise its goods and services and increase its market share.
 It takes a mix of sales prowess, advertising knowledge, and the capacity to
deliver items to end customers in order to be successful.
 Marketers are experts who perform these duties either internally at
businesses or externally at marketing agencies.
Traditional Marketing

Traditional marketing is the old-way of marketing Technique. It refers to a kind

of promotion, and advertisement includes flyers, billboards, TV ads, radio ads,
print advertisements, newspaper ads, etc. which companies used in the early
period to market their product.
 What is Traditional Marketing?
Traditional marketing encompasses the marketing methods that can be used without the internet.
These are the methods that have been around for decades and are typically used less often now.
 Common traditional market methods include:
 Directly mailed postcards, coupons, and informational packets
 Television or radio commercials
 Newspaper or magazine ads
 Billboards and fliers
 Telephone calls and text notifications
We see and hear many of these ads every day just by listening to the radio on the way to work or
even looking out the window at the billboards as we go by. They’ve become a part of daily life.
 Traditional marketing vs. digital marketing is always one of the most spoken
topics.
 Traditional marketing is defined as marketing that does not need the internet
for advertisement purposes.
 This method has been evolving for a very long time, for decades. However, due
to technological advancements, its usage is very limited.
 We hear and see many ads daily on the television, in the newspaper, or on the
radio while casually starting our daily routine. When we go out, we can see
such marketing ads on flyers all over the street. We could also notice huge
banners of film ads on every street. Those film ads are also one type of
marketing. It helps the movie production company to capture the attention of
the people that walk across the street. Therefore, there are ads and banners
everywhere in all the nations.
 The languages may differ depending on the country or the region. For
example, if we take Mumbai, the ads might be in both English and Hindi. So,
that is how traditional marketing works. Its main objective is to attract
humans in every possible way without using the internet.
 For many businesses, traditional marketing strategies work better depending
on the type of company they own. Their target audience would prefer the
traditional one when it comes to traditional marketing vs. digital marketing.
Techniques of Traditional marketing

 Television commercials: One method of traditional marketing is broadcasting

advertisements using TV commercials. There are millions of ads that benefit
due to this form of marketing.
 Radio commercials: Radios played a vital role in the late 20th century. People
who could not afford television opted for radios and CD cassettes those days.
There are many different varieties of advertisements that could be
broadcasted with the assistance of radios.
 Flyers: Many companies and businesses are still printing flyers to promote
their services. Flyers are also called handouts.
 Billboards: Billboards contain pictures of the advertisement. They are usually
found on the highways. Mostly, billboards are placed by top companies and
businesses to promote their services.
 Magazine and newspaper ads: Newspaper magazines acted as one of the
finest sources of obtaining information regarding anything. There are tons and
tons of ads posted every day.
 Telephone and SMS marketing: These mostly include phone calls and text
messages of advertisements for various businesses and their services.
 Referral: Referral is when the organization asks its employers and customers
to recommend their products and services to their friends and family or
neighbors.
 Direct mail: Many businesses mail their ads in postcards or notices to the
people in the company's target area or city
Pros and Cons of Traditional Marketing

 When comparing traditional marketing vs. digital marketing, traditional methods are often viewed
as outdated or irrelevant. However, many of these tactics are still useful and effective today.
 Depending on the business and target audience, traditional marketing methods may be the better
choice. To help discern if traditional marketing is right for your business, here are some pros and
cons.
Pros

 If you want to reach an older demographic, traditional marketing can be very effective. It has
been reported that audiences ages 50+ spend almost twice as much time reading the newspaper
and watching TV as compared to those ages 21-34.
 This type of marketing strategy usually works best for businesses looking to build a larger local
audience. A small business would be better off competing for attention through billboards,
flyers, and events rather than trying to compete for digital space against larger businesses.
 TV or radio commercials will play multiple times and remind the audience of the business,
whereas digital marketing items may be skipped through or blocked (e.g., clicking “I don’t want
to see this” on social media ads, or skipping through ads before YouTube videos).
Cons

 Printing postcards to send out even to just a local audience can be expensive,
and there is no guarantee that the recipient is interested in your business or
the product/service you offer.
 Traditional marketing methods can take weeks or months to yield results and
data. You can’t tell when someone has read your newspaper ad unless they
decide to follow-up. Even then, without a survey, you won’t know if the ad
was the reason for the follow-up.
Pros and Cons of Digital Marketing

 Digital marketing strategies are always evolving with new technology and
trends like voice search and social media usage. These strategies include the
most modern and latest tactics. But, as with traditional marketing, there are
some areas where digital marketing thrives and others where it doesn’t.
Pros

 Data and audience involvement can be tracked instantly. When someone

clicks on a link to your site, reads an email, or follows you on social media,
you have that information immediately. You can draw numerous insights from
this data, including which type of content works best for a specific audience,
which mediums are the most effective, and even what time of day receives
the best engagement.
 Digital marketing strategies incur a much lower cost. Sending out an email
campaign can save a lot of money compared to printing individual postcards
and paying for postage on each.
 It works well for more global or scattered audiences because of the
broad scope of digital marketing.
Cons

 Some internet users have ad blockers, so they’ll never see pop-ups or banner
ads. Other times, ads can be skipped or removed if a user pays for premium
services (e.g., Spotify, Hulu, Twitch).
 Because new technology and trends emerge so frequently, digital marketing
tactics need to be evaluated and reevaluated for effectiveness continually
what works well one day may be irrelevant the next. However, this can be
combatted with a strong foundation in digital marketing basics.
Difference between Traditional Marketing and Digital Marketing
Traditional Marketing Digital Marketing

In this marketing technique, traditional modes of conversion

In this, digital channels are used as the mode of marketing.
are used.

The nature of this marketing technique is static. The nature of this marketing technique is dynamic.

The conversion rate is less. The conversion rate is high.

Engagement is less or low. Engagement is higher than in the traditional model.

ROI is less. ROI is high.

It is more expensive than digital marketing. It is less expensive.

Tracking is not possible. The tracking is possible and done easily.

Have local reach. Have global reach.

Results are delayed. Results are instant.

Communication is only a one-way process. Communication is a two-way process.

DIGITAL MARKETING ADVANTAGES
More cost effective

 Digital marketing is generally less expensive than traditional marketing

channels such as television, radio and print.
 The design and production costs for a print or TV ad, plus the cost of buying
advertising space in a magazine or on a television channel, are usually much
higher than an online banner ad or video ad.
Easier to track and measure progress

 Digital marketing campaigns offer easier tracking and measurement of

effectiveness compared to traditional media.
 Online analytics tools provide reliable data on the number of people who saw
and engaged with your ad, ensuring accurate representation of audience
engagement.
 in traditional campaigns, campaign performance data is rarely real-time. For
example, you might have to wait and see if sales figures increase over a
period of time.
 However, in a digital campaign, online analytical tools offer real-time tracking
and behavioral data revealing your audience’s reaction to your ad, allowing
you to tweak your campaign and improve performance.
Larger demographic reach

 The potential reach of digital marketing attempts is also greater than that of
conventional campaigns. They can be targeted so that your message only
reaches a particular group, sometimes known as a demography, in addition to
reaching a large audience.
 Demographics include things like gender, race, age, income, location,
education, marital status.
 Targeting your message to a particular demographic you are more likely to
reach people who are interested in your category of product or service.
Higher engagement compared to traditional
marketing

 Digital marketing allows customers to engage with brands more directly than
with traditional marketing such as print and television.
 On social media for example, customers can like, share and comment on a
business’s content, and in turn businesses can interact with customers by
answering questions or responding to comments.
 Even though the engagement isn’t face-to-face, online interaction can happen
in real time, at any time, and directly between businesses and customers.
Catering to mobile customers

 Another advantage of digital marketing is the ability to reach mobile users

with campaigns tailored to their situation.
 This can include tailoring the type of content that mobile users see depending
on where they are and the device they’re using.
 It also means ensuring that the content can be viewed easily on a mobile
device.
DIGITAL MARKETING LIMITATIONS
Can be obtrusive

 Some users consider some formats of online advertising as annoying or an

interruption to their online experience.
 Pop-up ads are the best example of online ads that people dislike. Some
people come to view online advertising as clutter, and aim to ignore it.
 It is important to conduct your campaigns and design your content in a way
that doesn’t upset your audience or lead them to view it as obtrusive.
 Testing your campaigns with small groups first is a good way to ensure this is
the case.
Time commitment to manage it professionally

 Another consideration is that planning and managing a digital marketing

campaign professionally will require a considerable amount of time and
resources.
 A business profile account on a social media site might be free, but time and
resources are needed to manage it well.
 A badly-managed or abandoned campaign or social profile can have negative
consequences for your business.
 This is why the planning stage is so important.
May not be suitable for your product

 There will be some customers you can’t reach through online channels.
 For example, some customers in an older age bracket may not be online, or in
some countries online access may not be prevalent.
 It is important to know about your target audience’s lifestyle and habits, and
whether you will be able to reach them online.