Digital

Marketing (BBA-304)
By: SHIVANI KHURANA
Assistant Professor
RDIAS 1

BBA 304 DM 1 April 2021

 Unit-1
Introduction to Digital Marketing

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Img Src: https://www.digitalvidya.com/blog/introduction-to-digital-marketing/

BBA 304 DM 1 April 2021

 Learning Outcome

After studying this, students will be able to:

• understand the meaning, scope and importance of

digital marketing.

BBA 304 DM 1 April 2021

 Topics

• Digital Marketing meaning scope and

importance
• Internet versus traditional marketing
communication
• Internet microenvironment
• Use of Business to Consumer and Business to
Business Internet Marketing
• Internet Marketing Strategy
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BBA 304 DM 1 April 2021

 Meaning of digital Marketing
• Digital marketing is a form of marketing that exists online.
• Achieving marketing objectives through applying digital
technologies.
• Digital marketing is a form of marketing for promoting and selling
products or services on the Internet.
• It’s the process of leveraging different online marketing channels
like search engines, social media networks, and email to reach your
target audience.
• Digital marketing is defined as a marketing approach that primarily
relies on the internet to connect with the target audience through
various digital media channels and platforms.
• Digital marketing is also known as web marketing, online marketing,
internet marketing or e-marketing 5

BBA 304 DM 1 April 2021

 Scope of digital Marketing

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 The digital marketing industry is at its peak at the
moment due to following reasons

• It is the newest thing in the town

• It is flexible
• It is easy
• Fastest Reach
• Influential : The social media occupying the most space has infused itself so
well in the lives of the users that it is like the early morning newspaper that is
a must. (Only this newspaper is carried forward all day long)
• Job Opportunities
• Eco-friendly
• High engagement : The brands and companies have begun to give extra
emphasis to the ad campaigns run on the internet over television ads.
• Small investments and big Returns
• Measure immediate results 7

BBA 304 DM 1 April 2021

 Importance of digital Marketing
• Better Reach
Digital marketing is all about reaching the right people at the right
time. Hence, to begin with, one must have an engaging online store with
easy navigation to improve audience reach.
• Can compete with large corporations
The activity is essential to keep up with the competition especially
amongst fast-growing brands such as Myntra, Amazon, Big basket,
Walmart.
• Different Channels To Boost Your Traffic
• Increase in Brand Awareness for small businesses
Small businesses use online marketing to make headway into a
booming market and create brand awareness amongst large
companies. 8

BBA 304 DM 1 April 2021

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Img Src: https://medium.com/@techdost/importance-of-digital-marketing-in-marketing-f78009f3ac64

BBA 304 DM 1 April 2021

• Increase in Sales :
The real time data can help in understanding the overall percentage
of searches that get converted into leads by buying products.
• Return on investment
Value of digital media can be looked by the measurement metrics of
profit and loss it drives for business. The ROI in digital marketing defines
the worth of your marketing campaigns.
• Can target ideal audiences
In digital marketing, When you reach the right audience group, you
drive more traffic, and that results in better campaigns.
• Get Ahead of Your Competitor
Competitor analysis can help you understand all the aforementioned
queries and develop strategies that work best in your favour.
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BBA 304 DM 1 April 2021

• Engagement with Mobile Customers
• Take Your Business International
With the help of digital marketing services, you can connect with
international customers and work with them to expand your business
worldwide.
• Helps in Tracking & taking Actions
To find the success rate of digital marketing mediums, there are tools
such as Google Search Console, Google Analytics, Ads manager, etc. that
helps to find the performance of search engine campaigns among
different audiences.

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BBA 304 DM 1 April 2021

 Types of Digital Marketing
• SEM (Search engine Marketing)
• SEO (Search engine Optimisation)
• PPC (Pay Per Click) Marketing
• Content Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Marketing

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BBA 304 DM 1 April 2021

 THANK YOU

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BBA 304 DM 1 April 2021