Unit 1-2

DIGITAL MARKETING LOVE KUSH ACET
UNIT 1
Introduction to Digital Marketing & Website and Blog Development
( Introduction to Digital Marketing and its Significance; Traditional Marketing Vs Digital Marketing;
Digital Marketing Process; The contemporary digital revolution, digital transformation framework.
Types of websites, Keywords, Understanding Domain and Webhosting, )
ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 1

The massive penetration of digital technology is pushing communications to an advanced level,

resulting in the creation of virtuous data systems to transform the way we make, sell and buy. The
Internet fast emerged from a modest research network to a robust commercial infrastructure with an
exponentially growing number of user base. Consequently, novel business functionalities such as E-
Commerce and Digital Marketing are redefining the way businesses reach and interact with
customers.
The emergence of mobile technology and the growing accessibility and affordability of Internet-
based devices such as tablet-PCs and smartphones with huge storage capacities, fast computing
capabilities and data transmission speeds is further pushing the popularity of this concept.
Digital Marketing allows businesses to reinvent their marketing strategies to better connect with
target customers and to stay relevant in the customer’s perspective. In the process, businesses
leverage the technology-enabled tools such as emails, blogs and social media to expand the reach of
their offerings.
It is penetrating deeper into the worldwide market, driven largely by innovations such as Internet of
Things (IOT), extensive data integration and Big Data technologies. Businesses now realize the
importance of customer behavior information and usage data to draft new marketing strategies.
Furthermore, this has reinvented the advertising approaches to providing more focused and accurate
messages to customers.
It provides considerable cost benefits to businesses in terms of affordability. Unlike the conventional
marketing media such as a print or television, using digital media such as social media or an email
can convey the message to a greater number of audiences at just a fraction of the cost. Another
significant advantage of it is the ease of tracking and monitoring results through customer response
patterns.

Digital marketing vs. traditional marketing

The main difference between digital and traditional marketing is the medium through which an audience encounters
a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital
marketing uses digital media, such as social media or websites.
Of course traditional marketing doesn’t mean it’s old fashioned.

Traditional marketing still plays an important role in people’s lives with
the ever growing need to step out of the digital world.
The immersive experience of an impactful TV commercial and the
tactile nature of a copy of Rolling Stone magazine are as important
today as they were 20 years ago because of their lasting effects on your
memory. Subconsciously you attach yourself to their brand
emotionally, meaning they will stay at the top of your mind.
In the same token, digital marketing is just as important as traditional if

not even more so. Digital marketing uses every touch point of your
daily use of the internet to reach you.Tempting holiday Instagram ad
via Sky Scanner If you are google searching holiday ideas for your next
weekend getaway, the chances are that soon after you will see a tailored
sponsored ad from Sky Scanner.
Using the internet for several hours each day is a

normal part of most people’s day to day life.
Digital marketing just uses this to its advantage
by cleverly weaving in marketing
communications into every digital channel.
Traditional marketing: pros and cons

With the rise of social media, traditional marketing is often undervalued by marketers. However, traditional
marketing still very much has a place in a consumer’s day to day life. If you have the budget to share your
campaigns in magazines and prime time TV, your money could
be well spent. Newspaper traditional marketing illustration
by gOrangeTraditional marketing channels include:
 Outdoor (Billboards, bus/taxi wraps, posters etc)
 Broadcasting (TV, Radio etc)
 Print (Magazines, newspapers etc)
 Direct Mail (catalogues etc)
 Telemarketing (Phone, text message)
 Window display and signs
The
Pros And Cons Of Traditional Marketing
Pros:
Impactful and easy to understand

A visually bold billboard or a striking TV commercial is a normal part of most people’s day to day lives.
They’re easy to digest and often entertaining.
Printed marketing materials are more permanent
If you have an advert in an issue of The New York Times it will be there until the magazine is recycled.
Which is great if the consumer is an avid collector.
More memorable
Seeing something in real life rather than on your phone is more likely to be remembered. The anticipation
of the new Super-Bowl ads or a beautiful and impressive window display is more likely to stay in your
mind than an instagram ad you’ll probably scroll past in seconds.
Cons:
More difficult to measure campaigns

There are ways to measure traditional marketing campaigns such as brand trackers but they are nowhere
near as in depth or intelligent as the tools available for digital marketing.
Often expensive
If you’re a brand in its infancy chances are you don’t have the funds for a 4 page spread in Vogue. Many
forms of traditional marketing will set you back a considerable amount.
No direct interaction with the consumer
Unlike social media marketing, you’re more or less in the dark about your audience’s reaction to your
marketing efforts.
Digital marketing: pros and cons

However impactful traditional marketing is, we can’t forget that we are well and truly living in the internet
age.
Digital consumer illustration by HenryLim

According to ClickZ, “Internet users now make up
57% of the global population. On average, people
spend 6 hours and 42 minutes online each day. By
2021, a projected 73% of all ecommerce sales will
come from mobile.”
That’s a mind-bogglingly huge amount of time and
opportunity to do some clever digital marketing.
Digital marketing channels include:
 Social media (Facebook, Instagram etc)
 Website
 Content marketing
 Affiliate marketing
 Inbound marketing
 Email marketing
 PPC (pay per click
 SEM (Search engine marketing)
The pros and cons of digital marketing

Pros:
More options for engagement

Through channels such as social media you can physically see what your audience think of your brand
and marketing efforts. If your marketing has been shared, liked and had plenty of positive comments, you
know you’re doing something right.
Easy to measure your campaigns
On the flipside to traditional marketing, the specifics of digital marketing tracking is exceptionally in depth.
This makes your learnings extremely clear for your next round of marketing efforts.
Makes clever targeting possible
If you have the tools to specifically target a 29 year old female writer who loves Lizzo and drinking
Guinness then surely you can also create perfectly tailored content?

Cons:
Digital ads can be deemed as annoying

Think about the moment you’re scrolling through your Facebook homepage and all you want to do is see
what your old school friends are up to these days. Then you get the dreaded sponsored ad for something
related to an embarrassing ailment you googled the night before. It’s sure to make you actively dislike the
very brand doing the clever targeting.
Less permanent
Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting,
temporary character. They’re intangible and can easily be ignored. If your target audience keeps scrolling
or clicks to the next page your ad will be gone from their screen.
Constantly evolves
To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires
its own specialist, from search engine marketing to social media, each channel requires a pro to get the
best bang for your buck. However, a grass-roots social media marketing strategy is a great place to start.
Have a look at our digital marketing strategy guide for some inspiration.
Digital Marketing Process
following are the 5 steps of the Digital Marketing Process:
1- Research: At this stage, you Research about business, target customers, product/service, competition.
2- Create: At this stage, you create your digital marketing goals, digital marketing strategy, digital
marketing plan & primary digital identities (website/blog/ app).
3 – Promote: At this stage, you start promoting your primary digital identities through various digital
marketing channels like search engines, display networks, e-commerce portals, social media, emails,
messaging & affiliate programs.
4 – Analyze: At this stage, you look the various analytics including the most important analytics i.e
Website / Blog / App analytics & compare them with your goals. You also understand where changes
must be made in order to bridge the gap between goals & actuals.
5- Optimize: At this stage, based on analysis & observations, you start making changes (fine-tuning). The
changes could be in your primary digital identities or digital marketing channels. Changes are also
referred to as content & design of your identities & promotional communication.
The contemporary digital revolution

The development and advancement of digital technologies started with one fundamental idea: The Internet.
Here is a brief timeline of how the Digital Revolution progressed:
 1947-1979 - The transistor, which was introduced in 1947, paved the way for the development of advanced
digital computers. The government, military and other organizations made use of computer systems during
the 1950s and 1960s. This research eventually led to the creation of the World Wide Web.
 1980s - The computer became a familiar machine and by the end of the decade, being able to use one
became a necessity for many jobs. The first cellphone was also introduced during this decade.
 1990s - By 1992, the World Wide Web had been introduced, and by 1996 the Internet became a normal
part of most business operations. By the late 1990s, the Internet became a part of everyday life for almost
half of the American population.
 2000s - By this decade, the Digital Revolution had begun to spread all over the developing world; mobile
phones were commonly seen, the number of Internet users continued to grow, and the television started to
transition from using analog to digital signals.
 2010 and beyond - By this decade, Internet makes up more than 25 percent of the world's population.
Mobile communication has also become very important, as nearly 70 percent of the world's population
owns a mobile phone. The connection between Internet websites and mobile gadgets has become a standard
in communication. It is predicted that by 2015, the innovation of tablet computers will far surpass personal
computers with the use of the Internet and the promise of cloud computing services. This will allow users
to consume media and use business applications on their mobile devices, applications that would would
otherwise be too much for such devices to handle
Types of Websites
There are more than just twelve different types of websites in the world, we’ve picked the most common
categories to give you a general idea.
The most common types of websites are:
1. Blog
2. Corporate
3. Ecommerce
4. Portfolio
5. Brochure
6. Crowdfunding
7. News or magazine
8. Social media
9. TV or video streaming
10. Educational
11. Portal

12. Wiki or community forum
Blog
You’ve likely come across blogs in your browsing experience, but for those who aren’t familiar, they’re online
journals or informational pages that are regularly updated.
Typically managed by an individual or a small group, a blog can cover any topic – whether it’s travel tips, financial
advice, or doughnut reviews. While they’re often written in an informal or conversational style, professional
blogging has gone on to become an extremely popular method of making money online.
2. Corporate
Less than two-thirds (64%) of small businesses have a website. That’s an astonishingly low figure, given how
important an online presence is for a company’s credibility. And luckily for you, this means you can build a website
to give your business the competitive edge.
You may not sell directly through a corporate website, but you can use these sites to provide information about
your business, and to let potential clients or customers know how they can get in touch with you.

3. Ecommerce
An ecommerce site, otherwise known as an online store, allows you to take online payments for products or
services. Stores can function as standalone websites, or be combined with a blog or corporate website.
For example, a purely corporate website without ecommerce functionality can still indirectly encourage users to
purchase something, but cannot accept any payments.
4. Portfolio
Just like a physical portfolio, these types of websites are used to display and promote examples of previous work.
Primarily used by those in the creative industry, a portfolio website can be used like a CV, demonstrating your skills
in order to impress clients, customers, or future employers.

5. Brochure
Brochure websites are like digital business cards. Mainly used by small businesses, these types of websites are
used to advertise services, and to display contact information, with just a few pages.
For example, a small plumbing company would build a brochure website with a homepage to display contact
information, an ‘about us’ page describing the company, and maybe a few photos of their work.
6. Crowdfunding
Crowdfunding is the practice of funding a project or venture by raising small amounts of money from lots of
different people. These types of websites are becoming a go-to resource for new startups.
In the past, the only way to fund a new business venture was to seek large investments from only a few people
(think Dragon’s Den). But these days, you can create a crowdfunding site with ease – you’ll just need to create a
pitch video for your project, and then set a target amount and deadline.

Internet users who believe in what you’re working on will pledge an amount of money to your cause. You can also
offer incentives in exchange for donations, such as discounted products or VIP experiences.
7. News or magazine
News and magazine websites need little explanation. The primary purpose of a news website is to keep its readers
up to date on current affairs, whereas online magazines will focus more on entertainment.
8. Social media

We all know Facebook and Twitter, but social media sites can take many other forms. These sites are usually created
to let people share thoughts, images or ideas, or simply connect with other people in relation to a certain topic.
Social media sites are also increasingly becoming the go-to destination for people to read up on the news.
9. TV or video streaming
Netflix, along with similar sites like NowTV, have revolutionised the way the world watches television. These video
streaming sites have seen their popularity soar in recent years, with catch-up sites like BBC iPlayer and All 4
representing more traditional examples of this particular website theme.
10. Educational
Educational websites are also quite self explanatory. These websites are designed to display information on certain
topics, either using interactive games or engaging designs to keep the user hooked.

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11. Portal
Portals are primarily used for internal purposes within businesses, schools, or institutions. These websites often
involve a login process, allowing students to access the school website, or granting employees access to their emails,
alerts, and files all in one place.
12. Wiki or community forum

A wiki website allows people to collaborate online and write content together. The most popular example is
Wikipedia itself, which allows anyone to amend, add to, and assess the content of each article.

Domain name
We’ll start by looking at the definition of a domain name. Every website is identified by a unique series of numbers
called an IP address. This numeric set is what your computer uses to connect to the server where the website data
lives.
Numbers are great for a computer, but it's easier for hedgehogs (and people) to use words they can remember. The
words used to identify a website are known as the domain or URL, and like the IP address, they're unique to each
website. Think of it as a mobile phone: you want to call your mother, so you simply click on your contact "Mom"
and your phone dials your mother's phone number. Domains are connected to IP addresses in much the same way
The parts of a domain

Now you know how to define a domain name, let’s get in a bit deeper. Website domains, like most brilliant ideas,
work on more than one level. They include both a top-level domain (TLD) and a second-level domain (SLD). And,
like brilliant ideas, they also center around a single point—or in this case, a dot.
While the TLD is essential for a website domain to function, it's also less exciting than the second-level domain.
Which is probably why it’s sometimes referred to as the “parent” domain?
The exciting thing about domains is that you can choose almost any name you want as your SLD. And sure, you can
go with .com for your TLD, but who doesn't want a cool "parent"? Options like .club, .store, even .pizza are just a
few ways you can boost your TLD game.
Web hosting
Web hosting is an online service that enables you to publish your website or web application on the Internet.
When you sign up for a web hosting service, you basically rent some space on a physical server where you
can store all the files and data necessary for your website to work properly.
A server is a physical computer that runs without any interruption so that your website is available all the
time for anyone who wants to see it. Your web host is responsible for keeping that server up and running,
protecting it from malicious attacks, and transferring your content — such as text, images, files, etc. — from
the server to your visitors’ browsers.
When you decide to start a new website, you need to find a web hosting provider that will supply you with
that server space. Your web host stores all your files, assets, and databases on the server. Whenever someone
types your domain name into the address bar of their browser, your host transfers all the files necessary to
serve that request.
Therefore, you need to choose a hosting plan that best fits your needs. In fact, it works similarly to housing
rentals — you have to pay the rent regularly in order to keep the server running continuously.
UNIT 2

SEO& Email-Marketing: Introduction to SEO; SEO Keyword Planner Tools; On Page SEO Techniques:
Indexing and Key Word Placement, Content Planning & Optimization, Display Advertising, Various SEO
Plug-in, Off –Page SEO Techniques; Email Marketing- Introduction and Significance, campaigns using
Mail Chimp; Email Marketing Strategy and Monitoring.
Introduction to SEO
SEO refers to the process of making a website more visible on a search engine’s results page. To clarify, a great
SEO strategy will put a company’s website at the top of the list on a Google search page, therefore increasing the
likelihood that people will visit the site. Search engines strive to provide the most relevant results for a person
conducting a search, so that when a person runs an internet search for “cupcakes,” the first thing to appear isn’t a
cookie shop, but a bakery that specializes in cupcakes as well as a definition of the dessert. In other words, SEO
helps to make a search relevant to the user and can be critical in driving traffic to your site.
Search engines work by searching the Internet to find text that meets certain criteria. This text is known as keywords
and refers to the most important theme(s) of the website, company, or product. Scouring the online world to find
keywords are why, as in the example above, a search for “cupcakes” yields a result of multiple pages about
cupcakes, not cookies. Other important things that a search engine uses to rank a website include titles, headings,
and links that make up the content of a website’s pages. Search engines also employ search engine indexing to find,
digest, and store the content of a website. A search engine index refers to the set of data that’s used to base a final
search result on.
SEO Keyword Planner Tools
On Page SEO Techniques

On-page SEO is a method to optimize your webpages adhering to google guidelines to get better rankings on search
engines. This in turn will draw more quality web traffic your way and help you get the conversion you so desire, be
it letting people know about your business/brand, having them sign up for email updates, enticing them into buying
your products/services, etc.
Indexing and Key Word Placement

Proper keyword placement is when keywords are placed strategically throughout the content of your website so
that the search engines can properly index your site for those relevant keywords. Also, it entices searchers to visit
your page and visitors to stay on your page.
When keyword placement is done right, you are able to rank better for your chosen keywords in the SERPs.
Choosing the right keywords and putting them in the right places is a necessary element of SEO. This brings
people with relevant search queries to your site. Remember, though: it’s the content that makes a visitor stay.
In other words, checking your keyword indexing allows you to verify which words your product will be
shown as a result for a specific keyword.
Content Planning & Optimization
Website Content Optimization is the major factor for on-page optimization. We all know that Content is the king. A
well-mannered written and effective webpage content enhance the first click user for any business. webpage content
optimization is a process to boost your content and to arrange your content in such a way where it can reach the
huge possible target audience. It includes knowing your audience for content planning that enrolling relevant
keywords and adding associated link defining title tag.
Content optimization techniques include:
 Researching and adding relevant keywords and key phrases: Ensuring that you include the keywords
that people will likely use to search for your products and services gives search engines the information they
need to make your content rank higher for those terms. That way, when people search for information about
your topic, they’ll be more likely to click on your content.
 Adding metadata: Specific bits of info like title tags and meta descriptions help guide search engines as
they crawl your content, allowing them to classify and rank your content properly.
 Including links to authoritative sources: This practice can broaden your audience’s grasp of your topic
and give your content more clout, both with search engines and your audience.
 Writing better headlines: Creating catchy headlines that include your main keyword and increase your
audience’s interest will help attract the right people – and search engines — to your content.
 Adding subtitles and bullet points: Using keyword-rich subtitles, headings and subheadings not only
helps search engines properly index and rank your content, but they can also make content more scannable,
allowing your audience to digest information more quickly, a major plus in today’s time-stressed world.

 Embedding more visuals: Using visuals, infographics, and videos to break up the text helps to retain your
readers’ attention. Labeling visual aids properly with metadata allows search engines to “see” this content,
raising your visibility in search results.
Display Advertising
Definition of Online Display Advertising

Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using
text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with
particular traits to increase the ads’ effect.
A new world with an increasingly connected consumer

According to studies & research, as of 2012, there are 17.5 million active internet users in Malaysia. The top
activities conducted by users online are reading or sending email, using a search engine to find stuff and of course
interacting with communities with shared interests on social networks such as Facebook or twitter.
This represents an enormous opportunity for companies to reach out to a technologically savvy audience who is
continuously interacting with the world wide web for various interests.
How do advertisers know who to target?

In order to uniquely identify anonymous users, online advertisers today tend to make use of cookies, which are
unique identifiers of specific computers, to decide which ADs to serve to a particular consumer. Cookies can track
whether a user left a page without buying anything, so the advertiser can later retarget the user with ADs from the
site the user visited.
As advertisers collect data across multiple external websites about a user’s online activity, they can then combine
this information to create a picture of the user’s interests to deliver even more targeted advertising. This aggregation
of data is called behavioral targeting. Advertisers can also target their audience by using contextual and semantic
advertising to deliver display ADs related to the content of the web page where the ADs appear. Retargeting,

behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, or
ROI, over untargeted ads.
As advertising needs become more sophisticated, display ADs can also be personalized based on a user’s geography
through geotargeting. Basic information such as a user’s IP address can indicate a user’s rough location with a
limited degree of accuracy. This information can be supplemented further through the use of a phone’s GPS or the
location of nearby mobile towers to have a clearer indication of the user’s current position for a mind boggling array
of advertising possibilities.
What is used to measure the success of Display Marketing?

If your organization intends to activate Display Advertising, it is important to understand some key metrics that you
will encounter throughout your engagement process such as Reach, Clickthrough rates, Bounce rates, Conversion
rates and of course return on Investment in order to have a better picture of the performance of your Online Display
Marketing activities.
Reach
Reach for online advertisements are defined by the number of people who can potentially view your advertisement
online. Typically this will be represented by the number of visitors that visit the advertisement network you are
planning to use.
Clickthrough Rate (CTR)

Typically, when we talk about online marketing, a clickthrough rate refers to the likelihood of a user clicking on
your online initiative. This is generally used as a benchmark by advertising agencies to gauge how well an
advertisement or a campaign is received by the audience.
Bounce Rate (BCR)

Bounce rate is the percentage of visits that go only to one page before exiting the site.
When a user bounces on a page that was advertised by a display advertisement, it indicates that the user was
intrigued enough to click on the advertisement, but when they visited your site, they found that what they saw on the
advertised page is not relevant to them.

There are a number of factors that contribute to your bounce rate. For example, visitors might leave your site from
the entrance page if there are site design or usability issues. Alternatively, visitors might also leave the site after
viewing a single page if they were not able to find what they were expecting.
Conversion Rate (CVR)

The conversion rate basically tells you what percentage of the people clicking through an AD ended up completing
an action or a goal that the advertiser desired. This could be anything from a purchase made online, a registration for
a newsletter or even a request for more information.
Return on Investment (ROI)

When brands embark on display marketing, there is always a cost involved together with a goal to be achieved.
Return on investment in layman’s tries to quantify how much value is obtained for every ringgit spent.
In its simplest form, imagine an advertisement that will run for a month before Valentine’s that you are using to
drive traffic from search engines to market flowers throughout Malaysia.
If the cost of the campaign was RM 10,000.00 and the sales generated by the campaign was RM 50,000.00, this
means that for every RM 1 spent, the brand earned RM 5 back.
Various SEO Plug-in

 OptinMonster – Get More Email Subscribers with the most popular conversion optimization plugin for
WordPress.
 WPForms – #1 drag & drop online form builder for WordPress.
 MonsterInsights – See the Stats that Matter and Grow Your Business with Confidence. Best Google
Analytics Plugin for WordPress.
 SeedProd – Create beautiful landing pages with our powerful drag & drop landing page builder.
 WP Mail SMTP – Improve email deliverability for your contact form with the most popular SMTP plugin
for WordPress.
 RafflePress – Best WordPress giveaway and contest plugin.
 Smash Balloon – #1 social feeds plugin for WordPress.
Off –Page SEO Techniques

What is email marketing?

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital
marketing, that uses email to promote your business’s products or services. It can help make
your customers aware of your latest items or offers by integrating it into your marketing
automation efforts. It can also play a pivotal role in your marketing strategy with lead generation,
brand awareness, building relationships or keeping customers engaged between purchases
through different types of marketing emails
Advantages of email marketing.

Email marketing can help you build a relationship with your audience while also driving
traffic to your blog, social media, or anywhere else you’d like folks to visit. You can
even segment your emails and target users by demographic so you’re only sending people the
messages they want to see most. Here are some email marketing campaign tips to get started.
Email marketing also allows you to run A/B tests of a subject line or call to action to identify the
best performing message by using email marketing software that can also be configured to easily
send out emails. Check out Mailchimp's email templates to see more of what you can do with
email marketing.
Create an email marketing plan

some best practices want to consider when devising a strategy for your email marketing
Define your audience
No matter what you sell, you need to have a clear idea of who your audience is in order to effectively communicate
with them. This might sound like an easy task—after all, one of your most important jobs as a small business owner
is understanding your brand’s demographic inside and out. But Mailchimp lets you dig a little deeper to
identify segments of people within your audience so you can send them personalized emails that help increase
engagement and generate greater ROI.
As soon as they’re added to your list, subscribers start providing a lot of useful information about their interests
and buying behavior. With our signup forms, you can customize fields to collect everything from age and gender to
interests and subscription preferences. Maybe you have customers who are only interested in receiving emails when
there’s a sale on a specific group of products, or subscribers who would prefer biweekly updates to weekly ones.
Signup sources
If you’re an e-commerce business with your store connected to Mailchimp, knowing where your customers joined
your list can give you a better idea of how to communicate with them and where you might want to focus your
marketing efforts going forward.

For example, if you see that the majority of your signups are being generated from forms you’ve shared on
Facebook and Twitter, then you might want to focus on connecting with your customers—and potential customers—
through social media. You can even create segments to target people who joined your list through a specific method,
whether it’s an integration like Facebook, an app like Mailchimp Subscribe, an e-commerce integration, or a hosted
form. And if there’s a specific page on your website you want to track signups from,you can add a hidden field to
your embedded form and place it on multiple pages.
Segments and groups

Once you’ve identified smaller collections of people within your larger audience, you’ll be able to create groups and
segments to send more relevant campaigns to your recipients—and the more relevant the campaign, the better the
results. Groups are an easy way to organize your list into categories so that you only need to maintain a single list in
your account. Let’s say you have an e-commerce store and use your Mailchimp account to communicate with sales
representatives, retail locations that sell some of your products, and customers. The logical step might seem to be
creating separate lists to track these three audiences, but adding them to groups on one list is a similar concept that
can save you money. You can then build segments for these groups and send campaigns that are relevant to them.
Decide what to write

Now that you know who you’re writing to, it’s time to think about your content. What do you want to say to your
audience? You’ll want to send emails with purpose, that really speak to your subscribers, so always keep in mind
what they signed up for. It might be helpful to outline some general content types you can include in your
campaigns, so you can refer to it when designing your emails.
Here’s an example of a content list:
 Upcoming events
 Recaps and photos from previous events
 Popular posts from social media, like Instagram or Facebook
 News coverage
 Details about featured or new products
 Holiday shopping guides
When it’s time for you to send a campaign, you can choose a few pieces of content you’d like to showcase based on
who you’re sending to. Before you start creating content from scratch, think about what you already have that
your customers might find interesting, like a popular Instagram and Facebook post or an article written about your
company.
But you’ll also want to think about content you want to create specifically for your audience or certain segments on
your list, and reward them for caring about what you do. The nursery art company Gingiber, for example, uses pre-
built segments to reward their most engaged subscribers.
Establish your sending frequency and goals
sending an email at least once a month to keep your subscribers engaged, but don’t feel you need to commit to this
immediately. And be sure to look ahead and plan accordingly if you think your sending frequency will change for
special events and holidays—you don’t want to surprise customers if you typically send once a month but suddenly
start sending a stream of emails leading up to a Black Friday sales event .

Make a schedule
Not everyone has a regular schedule for sending campaigns, but it can be helpful, especially if you need
to collaborate with a team or wear a lot of hats as a small business owner. One way to make sure you’re staying on
track is to create a content calendar to schedule your campaigns, blog posts, social media posts, and more.
Your email marketing schedule will depend on your industry, the types of content you send, and your sending
frequency, but here’s an example of a schedule you might set up for yourself:
Day 1: Jot down content topics, art ideas, and other basic elements for your upcoming campaign.
Day 2: Write out what you’d like to say about each topic and pull any photos or artwork you’d like to use into a
folder.
Day 3: Log in to Mailchimp and create your campaign. Be sure to proofread for any errors and grammar, and send a
few test campaigns to make sure everything is just right.
Day 4: Send your campaign.
Design your emails

Design tips
When designing email campaigns, focus on your message and keep your design straightforward. We suggest laying
out all the elements for your campaign in a hierarchy, putting your most important information or the main takeaway
toward the top so people can quickly scan your email if they’re short on time.
Make your campaigns as easy to read as possible by dividing text into sections, choosing legible fonts within the 14-
16px range that will be rendered across email clients, and adding an obvious call to action. Above all, you want
everything in your campaigns to be clear and to the point.
Code your own templates

Looking to have more control over your email design? You have the option to code your own HTML template and
import it to Mailchimp. We even have our own template language so you can create email templates that are editable
in the template editor or campaign builder, and we recommend making your layouts 600 pixels or 640 pixels wide to
ensure they’re displayed properly across email clients.
Test your campaigns

Once you’ve designed your campaign, your gut instinct will probably be to click ‘Send’
immediately. Resist the temptation. Take it slow. We know you want to get your
message out there, but taking a little time to test your design to make sure it looks good
in as many different email clients and devices as possible will make it much more
effective.
Test in different email clients and ISPs
All email clients are created differently, which means that the campaign you designed in
Mailchimp might look slightly different in your subscribers’ inboxes. There are

some similarities in how certain email clients render HTML email, but we recommend
testing any email clients that have a strong presence on your list.
Send test emails to friends and coworkers
It sometimes helps to get a second pair of eyes on a campaign before you send it. If you
have any friends or coworkers who can check your email for types and give you some
feedback on the layout, you can send them a test email so they can preview the
campaign directly in their inbox.
Find the best version with A/B Testing campaigns
Not sure which subject line will get the most opens and clicks? Think there might be a certain time of day your
customers are most likely to make a purchase through your campaign? Running an A/B test lets you experiment
with different versions of a campaign to see how the changes you make impact your results.
Choose a variable you want to test—like subject line, from name, content, or send time—then select how you want
the winner to be chosen, and we’ll generate combinations that will send to different sets of subscribers.
A/B testing is also a good way to confirm or rethink a hypothesis you already have. When RetroSupply decided to
run a test to see whether long-form content with images or short-form content with a buy button generated more
sales, they were surprised to find that the former tripled their revenue.
Our data science team has even found that when e-commerce businesses use A/B or multivariate testing with
revenue as their test metric, they typically earn 20% more revenue than they would from a standard campaign.
Email delivery and avoiding spam filters

Mailchimp delivers email pretty darn fast, but there are a number of factors that can impact how
much time it takes for your campaign to be delivered to your list, like the reputation of the
sending server, the campaign’s content, and the receiving servers. As an email service provider,
Mailchimp follows best practices and helps users stay compliant with anti-spam laws so that we
maintain a great sending reputation. But good list management and the content you send also
impact how fast your campaigns get delivered, so it’s important to make sure your content is
compliant with our Terms of Use and consistent with your brand, and that you maintain a healthy
list. These practices can also help keep your campaigns from triggering email spam
filters and firewalls when they reach receiving servers, which transfer your campaigns from
Mailchimp to your recipients’ inboxes.

UNIT 3

SEM & Social Media Marketing: Introduction to SEM, Mobile Marketing, Video
Marketing on YouTube. Introduction to Social Media Marketing: Facebook, Instagram,
Linked-in, Twitter, Google G Suit and online marketing campaigns on theses Social Media
platforms. Content Marketing, Content creation process, Influencer marketing.
Introduction to SEM
Search engine marketing (SEM) is a form of online marketing that involves the use of search engine
result pages to promote business websites. Search engine marketing increases the visibility of
websites through search engine optimization (SEO) or through paid advertising with the intent of
increasing traffic to the website.
SEM is a broader term than SEO. SEM refers to all marketing activities that use search engine
technology for marketing purposes. These include SEO, paid listings and ads, and other search
engine related services and functions that will increase reach and exposure of the website, resulting
in greater traffic.
Search engine traffic consists of consumers who are interested in and searching for a particular term
that is associated with the website. To leverage this tool and draw traffic to a company’s website,
marketers must understand how to effectively use both paid and organic SEM and determine the
potential exposure they can gain through both approaches.
Advantages of Search Engine Marketing
Search engine marketing is advantageous in the following ways:
 Unlike other major sources of online marketing, SEM helps businesses connect with
consumers at a time when the consumer is interested in purchasing the product or service.
Email marketing, for example, involves sending emails to a database of consumers with the
hope of inciting some of these consumers to purchase. However, the consumer receiving the
email may not be interested in the product or service being sold, or the consumer may be
interested in the product or service, but he or she may not be interested at that precise
moment. Furthermore, email marketing can be seen as invasive to some customers and may
lead to a loss in reputation. SEM catches the consumer at a time when he or she is actively
looking for the product or service, resulting in a more engaged consumer and typically a
more receptive response.
 Search engine traffic originates from a voluntary, audience-driven search. This means the
visitors from a search-results link have not only selected your listing from among your peers,
but have chosen the search query that resulted in your listing being shown. As a result, the
audience is more engaged, relevant, and often ready to make a purchasing decision.
Mobile Marketing
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their
smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. In
recent years, customers have started to shift their attention (and dollars) to mobile. Because of this, marketers are
doing the same in order to create true omnichannel engagement. As technology becomes more fragmented, so does
marketing. And in order to earn and maintain the attention of potential buyers, content must be strategic and highly
personalized.
Types of Mobile Marketing Strategies

There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will
depend on your industry, target audience, and budget.
App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent
engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google
AdMob help advertisers create mobile ads that appear within third-party mobile apps.

Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s
mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re
looking at ads.
In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like
in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear
between loading screens.
Example of an in-game mobile marketing ad
QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached
to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who
scan them don’t always know exactly which rabbit hole they’re jumping down.
Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s
location relative to a specific area or business. For example, some advertisers may only want their mobile ads to
appear when users are within a 1-mile radius of their business.
Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like
click-to-call or maps.
Mobile image ads: Image-based ads designed to appear on mobile devices.
SMS: SMS marketing involves capturing a user’s phone number and sending them text offers. This is considered
somewhat passé.
Video marketing on you tube

You can create a YouTube channel with your regular Google account, but if you do, only you can access it. Plus, the
account will be under your name and depending on your settings, may connect viewers to your personal email
address.

With a Brand Account, multiple authorized users can log in simultaneously. Even if you don’t need this right now,
it’s a good option to keep available as your business grows. With a Brand Account, you can also open and manage
multiple YouTube channels.
Read our step-by-step guide for detailed instructions on how to create a YouTube business account.
Step 2. Learn about your audience

If you’re just starting out on YouTube, set aside some time to learn about YouTube demographics.
This includes quantitative data, like where the majority of users live (nearly 15% of site traffic comes from the
U.S.), predominant age range (81% of 15–25 year-olds ), and viewing preferences (70% of watchtime is on mobile).
If your audience skews younger, it might be worth noting that Gen Z viewers are most likely to search for short-
form content.
Source: Think With Google
Collect whatever qualitative data you can find, too. For instance, did you know that in 2019, more than 99 million
hours of guided meditation videos were watched? Or that between 2017 and 2019 viewership of videos with “thrift
with,” “thrifting in” or “how to thrift” in the title increased by 10X.
With a YouTube channel for business, you have access to an Analytics tab. If you already have one up and running,
use this tab to learn about your YouTube audience. Monitor watch time and the demographic stats available. Do
they confirm your assumptions? How much overlap is there with audiences on your other social channels?

Source: YouTube
If viewers have left comments, read through them to see what you can learn about their interests and preferences.
Visit the Community tab, too. If there’s something specific you’d like to know, this is a good place to post a
question or create a poll.
Compare your YouTube audience with your other social audiences. Identify the content your audiences connect with
most, and use it to brainstorm video ideas. Plan to create content for the audience you have and the desired audience
you plan to grow.
Step 3. Research your competition

Next up: Competitive analysis. Like any platform, YouTube is a competitive space. By conducting an audit of
competitors, you can see how your channel measures up and identify opportunities.
Identify competitors
Start by identifying three to five competitors. If you’re not sure, try Google Ads’ free Keyword Planner to see which
companies rank for keywords associated with your brand. Or see what channels appear in searches on YouTube for
the same keywords. (After hitting Search, filter results by Channel.)
Record key metrics such as subscriber counts and viewership stats so you can use them as benchmarks for your
channel. Look at titles and descriptions to see what keywords they use. Read the comments on these videos to see
what people are saying. Chances are their audience will overlap with yours.

Conduct a SWOT
Conduct a SWOT analysis to identify the Strengths, Weaknesses, Opportunities, and Threats presented by each
competitor. This is a good framework for spotting what’s working and not working, and where you can carve out a
niche with your YouTube channel.
Pro tip: Make sure your competitors aren’t serving ads on your videos! If they are, it’s possible to block them in
Google’s ad manager. More on that here.
Step 4. Learn from your favourite channels

Scroll through your subscriptions and your YouTube history. As you do, take note of the techniques and formats that
hold your attention. What keeps you coming back to these channels? How do the most popular channels drive views,
subscriptions, and engagement?
Take a look at YouTube’s trending videos. Even if these videos have nothing to do with your business or industry,
there’s a lot you can learn from them. Are all of these videos high-production, or are they shot more casually? What
is the most common length of these videos? Do they have a host? Do they add special effects or text overlays?
Look up your favourite brands and do the same exercise. Start to think about your YouTube content strategy. What
type of content makes sense for your brand? Do you plan to use YouTube to tell stories, offer tutorials, or establish
your brand as a trendsetter? Or all of the above?
Step 5. Optimize your videos to get views

YouTube is a video search engine. Like Google—which happens to own YouTube—videos results are ranked by
titles, keywords, descriptions, and other factors. Then there’s the YouTube recommendation algorithm, which
determines 70% of what people watch.
Optimize your videos so that they stand the best chance to show up in search results and get more views. We’ve
created a detailed guide on how to get views on YouTube. But here are a few SEO pointers to start with:
Write a strong title

The title is one of the primary signals YouTube’s algorithm and viewers look at to evaluate your video.
Include relevant keywords. Check what words people use to find your channel in Traffic Sources in YouTube
Analytics. Take a look at Google Trends and Google Ads’ Keyword Planner, too. See if any of these popular search
terms can be added to your title.
But avoid clickbait. False advertising typically leads to lower retention, which in turn leads to lower ranking. If the
keywords you find don’t match your topic, dig a little deeper in your keyword research. Focus on the topic and
content.
Tip: Pinterest is a good place to check, too. Search a keyword like “makeup” and see what else pops up.

Source: Pinterest
Put the most important keywords upfront. If you’re numbering episodes or part of a series, save that for the end.
YouTube allows for 70 characters, but we recommend 60 or less. This way your title is less likely to be cut off in
suggested videos, search, and mobile results. Excessive punctuation, all-caps, and vulgar or sensational language is a
no-no.
Create a standout thumbnail

Even before titles, thumbnails are the first thing people see. Ninety percent of the best performing videos on
YouTube have one thing in common when it comes to thumbnails: They’re custom.
With a custom creative, your thumbnail is more likely to stand out. Another advantage is that you can ensure the
image and title work in tandem. If your video is a thumbnail or how-to, show the end result or a before and after
thumbnail. This builds anticipation: People will watch to see how you reach the final result.
Source: Fenty Beauty by Rihanna on YouTube
Make sure your thumbnail is as high res as possible (2MB is the max size). Specs are: 1280 x 720 pixels (16:9 ratio).

Write a keyword-rich description

Prioritize the first few lines of your description to provide a brief summary of your video topic. As early as possible,
plug in the keywords you’ve zeroed in on. Try not to sound too spammy. Write in coherent, natural-sounding
sentences.
YouTube shows roughly 300 characters (about three lines) above the Show More button users need to click on to
see your full description. This is where you should add more context for your video. For example, if you feature
several products, provide links to them.
Add links to your website and social channels as well. If you’re pushing subscriptions, you can even include
an auto-subscribe shortlink or like to other videos and playlists that might be relevant. If your video is long, create a
“table of contents” with timestamps, so viewers can jump to sections.
Make the most of your 5,000 character and 15 hashtag limit. But remember to follow YouTube’s hashtag rules.
Source: Hootsuite on YouTube
For more tips on how to fine-tune YouTube descriptions, read our full guide.
Add cards, end screens, bumper ads, and watermarks

Cards, end screens, bumper ads, and watermarks are clickable CTAs you can add to your YouTube videos. These
elements help your videos drive actions and keep people on your channel.
Here’s a rundown of your different options:
Cards: Small, transparent CTAs that expand when clicked. Up to five can be used per video to direct viewers to
your website, fundraiser, playlist, and more.
End screens: Up to four clickable frames that appear in the last 5-20 seconds. Use them to promote related content,
your website, subscriptions, etc.
Bumper ads: Unskippable six-second video ads appearing at the start or end of a video.
Watermarks: Custom subscribe buttons visible only to non-subscribers. To add them to your videos,
follow YouTube’s instructions.
Learn how to add these elements, and other YouTube hacks, here.
Bonus: Download the free 30-day plan to grow your YouTube following fast, a daily workbook of challenges
that will help you kickstart your Youtube channel growth and track your success. Get real results after one month.
Get the free guide right now!
Remind viewers to like, share, and subscribe

There’s a reason a lot of YouTube videos end with the host calling on viewers to “like, share, and subscribe.” It
works. Asking never hurts. Sometimes people need a helpful reminder. Plus, this type of engagement earns points
with the YouTube algorithm.
Hit more subscriber milestones with these 17 tips.
Step 6. Upload and schedule your videos

Now that you’ve created and optimized your videos, it’s time to schedule them for publication.
For most 18-34 year olds, YouTube has replaced traditional network television. But it hasn’t necessarily replaced
expectations. People still expect videos—especially webisodes and series—to be available on a reliable schedule.
Check your channel analytics to see if there’s a day or hour that tends to have a high amount of viewership and
engagement. Once you’ve pinpointed the best time to post, aim to publish regularly within this window.
Scheduling tools let you maintain consistency on auto-pilot. You can upload and schedule your YouTube videos in
advance from the Creator Studio, or with a tool like Hootsuite, which allows you to cross-promote your video
releases with posts on other social channels all from the same dashboard.
Learn more about how to schedule YouTube videos.
Step 7. Optimize your channel to attract followers

Make it easier for people to find and follow you on YouTube by optimizing your channel. Here are a few ways to
prime your account for search, views, and follows.
Complete your YouTube profile

If you haven’t yet, add finishing touches to your YouTube profile. Fill out or add some polish to the following areas:

Channel description: In the “about” tab of your profile, provide a keyword-rich overview of what people can
expect when they subscribe to your channel. Include links to your website and social accounts here, too.
Channel icon: Upload a high-res version of your logo.
Channel art: Use this banner space to welcome viewers to your channel. This area is a good place to promote your
channel schedule, or an upcoming exhibit, product launch, or service. Master channel art and nab free templates with
this guide.
You can also add a list of Featured channels to your profile. Feature your other owned YouTube channels, or give
subscribers easy access to other YouTube resources they might be interested in. By doing this, you align your brand
with complimentary companies and add value to your page.
Source: Tate on YouTube
Add social media links to your banner

Your YouTube banner is a prime position to add a few key links. Use this area to link to your website, other social
channels, or even an auto-subscribe prompt. Put what matters most to your company upfront.
Create a channel trailer

Just like a movie trailer, your YouTube channel trailer is an opportunity to preview your channel. Channel trailers
auto-play when an unsubscribed visitor lands on your page. So it’s best to assume they’re new to your page, and
possibly your brand.
Introduce your brand to new viewers. Offer a sneak peek of what viewers can expect from your channel. Build
intrigue and anticipation that leaves viewers wanting more. Make a bold brand statement. Most importantly, give
viewers a good reason to subscribe.
Organize videos into playlists

Don’t leave things up to YouTube’s algorithm. YouTube playlists auto-play a series of videos—so viewers can keep
watching your channel without being diverted elsewhere.

Design your playlists so to be cohesive and have a logical progression. Organize a series of tutorials from beginner
to advanced skill levels. Think like YouTube’s algorithm. If someone likes your first video—what type of video
would they want to watch next?
Playlists can be created with your own videos, or include partner videos. Similarly, if you’ve started networking
with other YouTubers, see if you can persuade them to add your videos to their playlists.
You can build playlists on YouTube, or you can manage them with Hootsuite. Remember to include relevant
keywords in your playlist titles to boost your YouTube SEO.
Add captions and translations

Only 33% of YouTube’s most popular videos are in English. And more than 60% of a YouTube channel’s views
originate outside the creator’s country. Expand the reach of your videos with YouTube’s built-in translation tools.
Start by adding captions to your videos. This will make your video accessible to non-native speakers, people with
hearing impairments, and people watching with sound off. YouTube also offers automatic captions, but the result is
never perfect. If you use them, make sure to edit transcripts for errors.
Check YouTube Analytics to see top locations and the top subtitle languages people choose to watch your videos.
From there, translate your title, description, and transcript so you can provide subtitles. You can either do this
yourself or crowdsource translations from your community—but again, this option isn’t foolproof.
If you’ve put the effort into creating a video, it’s worth the extra effort or fee to have your transcript translated.
Don’t let audiences think your business cuts corners or doesn’t value their business.
Looking for more ways to promote your YouTube channel? Find them here.
Step 8. Try YouTube advertising

YouTube advertising can be an effective way to expand your reach beyond your channel. Looking to grow your
channel? Target an audience you think might be interested in your content.
Want to promote your brand, an event, or a new product? YouTube ads are good for that, too. People are three times
more likely to pay attention to online video ads versus TV ads.
YouTube ads are available in these four categories:
 Skippable in-stream ads

 Non-skippable in-stream ads (including bumper ads)
 Video discovery ads (formerly known as in-display ads)
 Non-video ads (i.e., overlays and banners)
For more info on YouTube’s ad formats and how to use them, check out our detailed guide to YouTube advertising.

Step 9. Try working with an influencer

One of the best ways to showcase your brand and reach a wider audience on YouTube is by working with an
influencer.
According to Google, 60% of YouTube subscribers are more likely to follow shopping advice from their favourite
creator over their favourite TV movie personality. Why? It’s often a lot easier to relate to creators. With the right
partnership, creators can transfer that reliability and trust to your brand.
When it comes to these partnerships, let the influencer do the talking. The more control you try to exert over the
partnership, the more you’ll impact the influencer’s brand. This makes the whole effort less genuine—and their
followers will see it from a mile away.
To promote the launch of a new razor, Schick teamed up with MsVaughnTV and other YouTube influencers. Each
influencer was given leeway to create a concept that felt natural for them. This approach made for more natural
product discovery, too: 50% of the campaign’s organic views came from people browsing content on YouTube.
Step 10. Analyze and adapt

With your YouTube channel up and running, it’s time to start measuring your success. And failures. Getting
YouTube marketing right involves testing and experimenting. Not everything will work, and that’s okay as long as
you learn from it.
Use YouTube Analytics to monitor the growth of your channel and track the performance of your videos. When you
publish a new video, keep an eye on:
 Significant changes in subscriber count

 New or changing audience demographics
 Video playback locations and traffic sources
 Device reports (mobile, desktop, smart TVs, etc.)
What you find should inform your YouTube marketing strategy moving forward. Don’t undervalue qualitative
metrics, too. Read the comments to learn exactly what people think about your video. Visit the Community tab often
to see what people are talking about.
5 YouTube marketing tools for business
Step up your YouTube marketing routine with these tools.
YouTube Audio Library

Just about every successful YouTube video is backtracked with music and sound effects. But that doesn’t mean all
songs and sounds are free to use. Avoid infringing on copyright by sourcing directly from YouTube’s free audio
library.

Canva
Create channel and video art with pre-sized templates from Canva. This tool offers access to an expansive stock
photo library, and features that allow for full customization and branding. The best part is you don’t have to sweat
the specs. Canva takes care of that for you. Bonus: the app can be integrated into the Hootsuite dashboard.
Hootsuite
YouTube’s platform includes built-in scheduling and analytics tools. But if you manage multiple social media
channels or work with a team, Hootsuite takes a lot of work out of the workflow.
With a central dashboard, it’s easy to keep track of content calendars and assign tasks to different team members.
Schedule videos for YouTube and your other social networks simultaneously, and see how your YouTube marketing
fits into your broader social media strategy.
Want to save even more time? You can also moderate comments on your YouTube videos from the Hootsuite
dashboard.
Mentionlytics
Hook Mentionlytics up to your Hootsuite dashboard and start tracking every mention of your brand on YouTube.
With this tool, you can keep tabs of videos created about your brand, comments that mention you, and more. Show
your appreciation for positive comments, and show up for negative feedback, too. Customers appreciate it when
companies take their feedback seriously.
Channelview
Channelview and its companion tool Channelview Insights monitor up to 10 different YouTube channels. This is
ideal for YouTube marketers who manage multiple clients, or for brands that have multiple channels for different
verticals. Channelview lets you streamline your workflow and measure your YouTube marketing efforts across the
board. Get the full picture on how your YouTube channels work in tandem so you can refine playlists and boost
subscribers.
Content Marketing,
Content marketing is a strategic marketing approach focused on creating

and distributing valuable, relevant, and consistent content to attract and
retain a clearly defined audience — and, ultimately, to drive profitable
customer action.
Instead of pitching your products or services, you are providing truly relevant and useful content to your
prospects and customers to help them solve their issues.
it is used by many prominent organizations in the world, including P&G, Microsoft, Cisco Systems,
and John Deere.

Content creation process
influencer marketing
Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing
directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.
Influencer marketing often goes hand-in-hand with two other forms of marketing: social-media marketing and content marketing. Most influencer
campaigns have some sort of social-media component, whereby influencers are expected to spread the word through their personal social channels. Many
influencer campaigns also carry a content element in which either you create content for the influencers, or they create the content themselves. Though
social-media and content marketing often fit inside influencer campaigns, they are not synonymous with influencer marketing.

UNIT 4
Using Marketing Strategies & Analytics Tools: Understanding Digital marketing Strategies, Using
Marketing analytics tools to segment, target, position; Online PR and reputation management, Digital
Marketing Strategies and its ROI. Using Google Analytics and other social media analytics tools. Using
Apps and Gamification.

Marketing analytics tools to segment, target,

position
The STP model is useful when creating marketing communications plans
since it helps marketers to prioritize propositions and then develop and deliver
personalized and relevant messages to engage with different audiences. The
three-step funnel consists of market segmentation, market targeting, and
product positioning.
Within your research-based market segmentation phase, you are aiming to

identify a basis for the segmentation of your target customers, and determine
important characteristics to differentiate each market segment.
When creating your targeting and positioning strategy, you must evaluate the
potential and commercial attractiveness of each segment, and then develop
detailed product positioning for each selected segment, including a tailored
marketing mix based on your knowledge of that segment.

Applying Segmentation, Targeting and Positioning

to digital communications
STP marketing is relevant to digital marketing too at a more tactical
communications level. For example, applying marketing personas can help
develop more relevant digital communications as shown by these
alternative tactical email customer segmentation approaches.
This visual from Dave Chaffey of Smart Insights in his book Digital Marketing:
Strategy. Implementation and practice shows how Segmentation, Targeting
and Positioning apply to digital marketing strategy.

Online PR and reputation management
Online PR activity is closely associated with improving results from many of the other
digital marketing communications techniques in particular social media, SEO (link-
building), partnership marketing and viral marketing / word-of-mouth marketing.
Online PR can be a great, low-cost technique for making more people aware of your
brand or website, but it requires a lot of hard-work - there are no short corners.

Online reputation management (ORM) is when, in order to address any

negative or false comments, you actively monitor mentions of your brand on
websites and social media.
ORM mainly works by responding to negative customer comments online and

reacting to stories in the media (both social and traditional) that paint your
company in a bad light.

For example, you might release a public statement addressing the content of
the story or publish a social media post in response.
How Is Reputation Management Different From

PR?
Both public relations (PR) and online reputation management have the same
goal: portraying the company in the best possible light. The main difference
between the two is how they achieve that goal.
PR firms work externally, such as through advertising and coordinated

media promotional efforts. It’s mostly a proactive effort to strengthen
brands instead of minimizing attacks on companies (though PR firms do
sometimes handle damage control).
Online reputation management, on the other hand, is most often reactive.

It involves looking for and responding to potentially damaging content
from other people or companies.
What is Digital Marketing ROI?
Digital marketing ROI is the measure of the profit or loss that you generate
on your digital marketing campaigns, based on the amount of money you
have invested.
In other words, this measurement tells you whether you’re getting your
money’s worth from your marketing campaigns. If you have a positive
return on investment, it means that your campaigns are bringing in more
money than you are spending on them.
Demonstrating digital marketing ROI is important because without

measuring this, you are essentially marketing blind.
What we mean by this is that if you do not measure the success of your
campaigns over time, then you won’t know what’s working and what isn’t.

And if you don’t measure the ROI of your campaigns, you won’t know for
sure if you’re wasting money or spending your digital marketing budget
wisely.
Measuring digital marketing ROI is also important from an improvement

standpoint. Once you can identify which areas are not performing as well
as you hoped, you can work on analyzing these aspects of your campaigns
and taking actionable steps toward improvement.
Knowing the ROI of different aspects of your campaigns helps you better
understand where you should be allocating your marketing budget for the
best results.
How to Measure Digital Marketing ROI
Determining your digital marketing ROI isn’t as easy as just looking at how
much money different campaigns bring in and then comparing it to the cost.
Not all campaigns have an end goal of conversion.
That’s why we’ve put together a list of the most common digital marketing
metrics used to help you measure ROI:
1. Conversion Rate
Conversion rate is one of the most popular metrics used to track return on
investment over time. If the goal of your marketing campaigns is to convert,
then conversion metrics will tell you how well you are accomplishing this
goal.
This then tells you what you are doing well and where you can allocate
your resources for better results and improved return on investment.
When it comes to conversion rates, there are a couple of things that you’ll
want to look for.
One of these is conversion rates by channel. Knowing where your traffic is

coming from is only half the battle.
You also want to look at which channels are converting the best. If you find
that some of your channels convert better than others, then you may want
to invest more in these channels to help improve ROI.
You should also look at conversion rates by device.
If you find that one device has less than stellar conversion performance but
high traffic rates, then it’s time to reevaluate your campaigns for that
device.
For example, mobile often brings in a lot of traffic. But many brands have a
difficult time converting mobile users. When you see this trend for your own
business, then it’s time to start re-thinking your mobile digital marketing
campaigns.

2. Cost Per Lead
If the goal of your digital marketing campaign is to collect new leads for
your sales team to close, then you need to measure how much you are
paying for each new lead. This will help you determine what your return on
investment is for that particular campaign.
To calculate cost per lead, divide total ad or campaign spend by the total
number of leads attributed to that campaign. If you find that the cost of

each lead is more than what you can produce when closing these leads,
then you are not getting a positive return on investment.
3. Lead Close Rate
It’s also important to monitor your lead close rate. This is something you
may already be doing on your own. But there’s a good chance that this
information isn’t being integrated into the online analytics you collect.
Keeping an eye on your lead close rate gives you a better idea of how
effective your digital marketing campaigns really are, which contributes to
your return on investment.
Check your lead close rate against the leads that are being generated. This
will help you understand how profitable each of your marketing campaigns
are.
You can also use this information as a benchmark for new digital marketing
campaigns. If you find that new campaigns are closing leads at a lower
than average rate, it may be time to make some adjustments.
And if you have a salesperson or a business development manager, then

you should also keep an eye on this metric. This ratio will help you evaluate
whether they are effective in what they are doing. It tells you the
percentage of the leads they get that actually converts to sales. Although
there are other things that could determine their effectiveness in their work,
this lead close metric is definitely one of them.
4. Cost Per Acquisition
Your cost per acquisition tells you how much it costs on average to acquire
a new customer. To calculate cost per acquisition, divide your total
marketing costs by the number of sales generated.

Knowing how much it costs to acquire a new sale helps you better
understand your return on investment. If you are spending more to acquire
a customer than they actually bring into your company, you have a
negative return on investment. This suggests that you need to revisit your
marketing campaigns and find ways to lower your cost per acquisition.
5. Average Order Value
Average order value (AOV) is another important metric that can help you
better understand your digital marketing ROI. This metric tracks the
average dollar amount that’s spent when a customer places an order. To
calculate AOV, you’ll divide the total revenue by the number of orders.
While every business wants to see the number of orders increase over
time, it’s also valuable to pay attention to the average value of each order.
Being able to increase the average value of an order by even a small
percentage can result in thousands of dollars of new revenue!
Improving AOV is often as simple as providing a better user experience or

more effectively showcasing up-sell or cross-sell opportunities.

6. Customer Lifetime Value
Customer lifetime value is a vital measurement for understanding your

digital marketing ROI. This metric tells you what the average consumer will
spend over their lifetime as a customer.
Though initial customer acquisition costs are important, using this metric as
well will allow you to get a better understanding of a customer’s overall
value.
For example, let’s say that it costs you $100 to acquire a customer. And
that customer makes an initial purchase of $100. At first glance, this
doesn’t provide you with a positive ROI. However, if this same customer
spends $100 every month for the foreseeable future, then the initial $100
investment was well worth it.
When you look at the long-term profit that you can stand to gain from a
customer, it gives you a new perspective on initial acquisition costs and
your ROI.

Of course, you won’t come out at an initial loss for every first-time
customer. But the ability to see beyond their first purchase gives you a
more accurate outlook on ROI.
ROI Using Digital Marketing Tactics
Above are some general metrics that you can use to measure the ROI of
your marketing campaigns. However, it’s important to note that the metrics
you use to measure your campaigns will ultimately depend on which tactics
you are using in your campaigns.
The metrics that you use to measure email marketing ROI are not the same
as those you might use for social media.
Remember, the metrics that you use to measure ROI on different marketing
channels will depend on your goals and objectives.
With that in mind, here is a quick list of metrics that you can use to
measure digital marketing ROI based on the tactics you use:
 Email – Open rat
 Email – Open rate, click-through rate, bounce rate, unsubscribe rate,
conversions, and leads acquired.
 Social Media – Engagement rates, clicks and click-through rate,
conversions, leads acquired, and new fans or followers.
 Landing Pages – Traffic, unique visitors, returning visitors, total page
views, time spent on page, actions taken, and conversions.
 Blogs – Traffic, clicks, time spent on page, unique visitors, returning
visitors, actions are taken, and conversions.

Year Over Year Comparisons
When you are comparing your ROI data, you should refrain from comparing
the data month to month. Month-to-month comparisons don’t take into
account certain abnormalities or things like seasonal demands.
Instead, take a look at year-over-year comparisons. These will give you a

better idea of how your digital marketing campaigns are improving over
time.

The majority of businesses are not even sure if they’re satisfied with their
ROI… probably because they don’t know how to measure it!
4 Ways to Improve Your Digital Marketing ROI

Once you start measuring your digital marketing ROI, you can begin to look
for areas of improvement. Below are just a few tips for improving your
ability to both measure ROI and boost your company’s bottom line:
1. Clearly identify your goals early on.
As we mentioned above in the ROI measurement section, you need to

know what the goals of your campaign are before you can begin to
measure digital marketing ROI. If your goals are unclear, then there’s a
good chance that you might not be using the right metrics to track your
ROI.
The first step in measuring and improving your digital marketing return on
investment is identifying clear goals that allow you to achieve objective
results.
Avoid vague and loosely defined goals such as “increase awareness” or

“create more conversions.” Instead, make sure that your goals are SMART
– specific, measurable, achievable, relevant, and time bound.
Make sure that all the goals you make for digital marketing are SMART.
You can do this by starting with a vague goal and making it SMARTer. For
example, let’s say that your goal for a particular campaign is to increase
conversions. You need to make sure that this is more specific and
measurable.

Perhaps – “Convert 20% of leads into customers” is your goal. Then, you
need to make sure that this is time-bound. So adding a timeline like “in
quarter 3” or “in 6 months” ensures you have an objective to complete your
goal.
As for achievable and relevant, this depends on your particular campaign.

Make sure that you are choosing a measurement that’s achievable in the
time frame you’ve given yourself.
Also, make sure that whatever goal you’ve chosen is relevant to your
overall objectives and the digital marketing campaign at hand.
Developing SMART goals for each campaign before you implement the
tactics is a great way to make sure you’re on the right track for success.
Without clearly defined goals in place, you won’t be able to measure your
ROI properly. And if you can’t measure ROI then you can’t find ways to
improve it.
2. Use KPIs that are directly related to your goals.
Once you have clearly defined goals and objectives in place, you need to
make sure that you’re choosing KPIs that align with these goals. KPIs, or
key performance indicators, are the key metrics or ways that you measure
your progress toward these goals. SEO KPIs will be different than KPIs for
email marketing or social. If you don’t have KPIs in place, you have no way
of knowing how close you are to reaching these goals.

Be sure to keep the following in mind when developing your digital

marketing KPIs.
Make sure that the KPIs you choose relate to the goals you’ve established.
For example, if your goal is to increase conversions, you might use metrics
that deal with sales to measure progress toward these conversion goals.
By using KPIs to track progress, you’ll be able to see how close you are
getting to achieving your goals.
KPIs not only help you track progress toward your campaign goals. But
they allow you to set clear expectations for your marketing team.
With KPIs in place, you can prevent any miscommunication or

misunderstanding about what you are trying to achieve. Your marketing
team knows exactly how campaign success will be measured so that they
can focus on finding ways to improve these metrics.
3. Test different targeting, offers, frequency, and messaging.
Testing is a vital part of improving your digital marketing ROI. Not only does
it help you improve the performance of individual digital marketing
campaigns, but it can also help you discover new insights that can be
applied to your broader digital marketing strategy.
The only way to know for sure which elements of your digital marketing
campaigns are impacting your success is to test them. You can run A/B
tests on different aspects of your digital marketing campaigns to see which
elements provide better results. From email marketing to social media
content to PPC ads, every element of your campaigns can benefit from
thorough testing.
When you perform an A/B test, you should only choose one element of
your campaign to test. For example, if you’re testing a landing page, you
might start with the headline. Change the copy for the headline in one test
version and keep the other the same. Then, test each one to see which
performs the best.

When performing an A/B test, only change one element at a time so that
you know which variable is impacting performance.
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Once you know which elements of your campaigns perform best, you can
then make strategic changes to both current and future marketing
campaigns. And this doesn’t just apply for the same types of campaigns.
You can apply changes to different campaigns across channels and tactics.
For instance, let’s say that you find a certain type of messaging resonates
best with your PPC ads or Facebook ads. You might then not only make
changes to your PPC ad messaging, but also carry these changes across
to other elements of your digital marketing such as email marketing
messages.
4. Identify and seize important opportunities for improvement.
It’s not just enough to track your chosen metrics over time. If you really
want to improve ROI, you’ve got to adjust your campaigns based on what
you find. The data itself is not the most important part of your digital
marketing campaign measurements. It’s the vital insights that you gain by
looking at an analyzing this data that will help you grow your brand.
Once you’ve done some experimenting and have continued to track

measurements over time, you will start to notice some trends or areas of
opportunity. It’s imperative that you seize these opportunities to improve.
Perform new tests based on what you find to continuously find new ways to
make your campaigns even better than before.
For example, let’s say that you are using conversions by the device as one
of your metrics. In measuring this metric over time, you find that certain
demographics of your population, such as younger age groups, prefer
using mobile devices. If you want to improve ROI by boosting conversions
on these devices, you might consider tailoring your messaging and offers
on mobile campaigns to appeal to this segment of your target population.
Some other factors you might look at when analyzing your data and looking
for new opportunities in the different channels that you’re using for
campaigns as well as the time of day or day of the week that people tend to
convert. Keeping an eye on these elements will help you better optimize
when you publish content marketing or launch ads as part of your digital
marketing campaigns.
Google Analytics
Google Analytics is the most powerful tool for measuring the ROI of social media.
Google Analytics social reports can show marketers the impact of social actions, which

social networks are yielding the best results, which content is most popular, and how
social can result in conversions.
Google Analytics gets a fairly regular stream of facelifts, tinkering with where certain
reports are nested. This is what the most current setup of Google Analytics’ social
reports section looks like.
Let’s go through these reports step by step:
 Network Referrals: This section shows how users get to your site from different
social networks and how many visitors various social media platforms bring in.
Marketers can also compare social referrals to the total number of site visits.

 Data Hub Activity: The Data Hub Activity section shows an activity stream of
how people are saving, liking, sharing, and commenting on your content across
various sites. Some Data Hub Partners connecting to display activity through
Google Analytics are Delicious, Meetup, Google+, and Reddit. You’ll notice that
many larger social media platforms with their own built-in analytic tools aren’t
included.

 Landing Pages: The Landing Pages tab measures the popularity of your page
content, showing which of your website pages are getting the most views from
social media referrals.
 Trackbacks: The Trackbacks report shows the sites that link to your content,
what content is being linked to, and how many visitors are reaching you through
that stream.
  Conversions: The conversions tab shows you which social sites have

brought in the most conversions and each conversion’s value in a dollar amount.
This section helps to monetize social efforts and aid in measuring social media
ROI.

UNIT 5
Applications of E-Commerce: Introduction, History of Electronic Commerce, Advantages and

Disadvantage of E-commerce, Roadmap of e-commerce in India, E-business Models Based on the
Relationship of Transaction Parties, e-commerce Sales Life Cycle (ESLC) Model, Electronic Payment
Systems, Electronic Cash, Smart Cards and Electronic Payment Systems, Credit Card Based Electronic
Payment Systems, Risks and Electronic Payment Systems, Electronic Data Interchange (EDI)

Evolution of E-Commerce
eCommerce is a form of doing business that is performed online or over the internet. In other
words, when you buy or sell something online or via an electronic medium, it is referred to as
electronic commerce, popularly known as eCommerce.
Because of its vast reach and popularity, it has completely changed the way entrepreneurs do
business and has been adopted by everyone from small businesses to the big giants. But, have
you ever thought about how eCommerce started and evolved over the years?
Here is the timeline of the history of eCommerce and its evolution:
1969: CompuServe, the first significant eCommerce company is established by Dr John R. Goltz
and Jeffrey Wilkins by utilizing a dial-up connection. This is the first time eCommerce was
introduced.
1979: Michael Aldrich invented electronic shopping (he is also considered as founder or inventor
of eCommerce). This was done by connecting a transaction-processing computer with a modified
TV through a telephone connection. This was done for transmission of secure data.
1982: The continued growth of technology, particularly in electronics led to the launch of the
first eCommerce platforms by Boston Computer Exchange.
1992: The 90s took the online business to the next level by introducing Book Stacks Unlimited
as an online bookstore by Charles M. Stack. It was one of the first online shopping site created at
that time.
1994: Web browser tool introduced by Netscape Navigator by Marc Andreessen and Jim Clark.
It was used on the Windows platform.
1995: The year marked the iconic development in the history of eCommerce as Amazon and
eBay were launched. Amazon was started by Jeff Bezos, while Pierre Omidyar launched eBay.
1998: PayPal launched the first eCommerce payment system as a tool to make money transfers.
1999: Alibaba started its online shopping platform in 1999 with more than $25 million as capital.
Gradually it turned out to be an eCommerce giant.
2000: Google launched the first online advertising tool named Google AdWords as a way to help
retailers to utilize the pay-per-click (PPC) context.
2005: Amazon Prime membership was launched by Amazon to help customers get free two-
day shipping at an annual fee.
Etsy was launched in 2005 to enable small and medium scale retailers to sell goods online. In
2009, Jack Dorsey and Jim McKelvey started
2005: Square, Inc as an app-based service is launched
2005: Eddie Machaalani and Mitchell Harper launched BigCommerce as an online storefront
platform.
The years experienced massive development in the sphere of eCommerce, such as:

2011: Google launches its online wallet payment app

2011: One of the earliest moves by Facebook to launch sponsored stories for advertisements
2014: Apple launched Apply Pay, an online payment application
2014: Jet.com was launched in 2014 as an online shopping portal.
2017: Instagram introduces shoppable tags- enabling people to sell directly from the social media
platforM
E commerce
E-commerce, also known as electronic commerce, is the buying and selling of goods (or services) electronically on
the internet. It can also refer to other online activities like online auctions, ticketing and banking. E-commerce is an
essential part of many businesses that rely on the sale of physical products or services online.
Importance of e commerce
Ecommerce is a huge part of the economy and is vital to businesses that sell their products or services online.
Ecommerce gives businesses the ability to reach more customers than traditional retail reaches. With so many
people making their purchases online, It is the fastest-growing retail market. Ecommerce offers consumers a more
convenient way to shop for the products or services they need without having to visit a retailer's physical location to
make a purchase.
Different types of e-commerce

There are six different kinds of e-commerce. These include:
1. Business to Business (B2B)
As the name represents, it is the name of electronic transactions of different services or products between two
companies or businesses. Payment processing companies and customer relationship management (CRM) platforms
are included in the B2B model.
2. Business to Consumer (B2C)

B2C is the most common form of e-commerce business because it is the relationship between a seller and final
customers. Business to Consumer has developed greatly with the development of the internet and the latest
technologies. Anyone can find various kinds of online stores on the internet and buy products or services without
visiting the market.
3. Consumer to Consumer (C2C)
In C2C, electronic transactions are made between the customer and another customer. It became possible with the
help of third-parties such as eBay as a marketplace for online action.
4. Consumer to Business (C2B)
Any particular company cannot provide anything and they also need different products/services to execute their
business processes. So, it is a kind of business model in which the customers or users create a service/product that is
used by the company. For example, any freelance designer is creating a logo and any business can use his services
as they need.
5. Business to Administration (B2A)

B2A is a form of electronic transactions of the products or services in which the business and government are
involved. For example, social security, legal documents, etc.
6. Consumer to Administration (C2A)
Consumer to Administration includes all transactions between the consumer/customer and the government. For
example, taxes, education, etc.
Advantages of e-commerce
There are many advantages of e-commerce. Some of these advantages are:
 Increasing reach. E-commerce allows small businesses to reach a broad range of

consumers. It allows all sellers to be a part of a global marketplace.
 More jobs. As these small e-commerce businesses grow, they employ more people.
 Lower operational costs. E-commerce also helps small businesses to grow because it
can have fewer operational costs. Without having to pay rent on a shop, many small
business owners can afford to run their e-commerce shops.

 Easier and more convenient shopping. One of the major advantages of e-commerce is

that it allows customers to quickly find and get what they're looking to buy. It also offers
consumers the convenience of not needing to leave their homes to get what they need,
which saves time.
 Allows comparison shopping. Consumers also gain power through the experience of
online shopping. They can research and compare products and companies easily.
Websites can offer things like detailed product descriptions and consumer reviews that
can help consumers make decisions wisely.
Disadvantages of e-commerce
While there are plenty of advantages to the growth of ecommerce, there are some
disadvantages. Here are some of the challenges of e-commerce:
Limited face-to-face interaction with customers
One of the disadvantages of e-commerce is that business owners have more limited
relationships with their clients. Since their clients are typically on the other end of a
computer, it can be more difficult to build meaningful relationships, something that is
important to many business owners and customers.
Bandwidth challenges
Bandwidth and reliability can vary from country to country, so it can be challenging if
you are targeting or wanting to work in a particular region.
Shifting retail jobs
Another disadvantage of e-commerce is that it can cause a shift in retail jobs. While the
employers of small businesses that sell on the internet may be hiring as a result of their
success with e-commerce, traditional department stores may experience some job loss
as a result. Retailers have to sell online to stay competitive, but some have been more
successful at that than others.
Rapidly changing trends
This field is changing remarkably quickly. It can be challenging to keep up with trends
and technology in such a rapidly changing field.
Nature and need of ecommerce

There is high scope of e-commerce in each aspect of business, at present it is in the embryonic stage but
in future ecommerce would be the part of day to day activity of business firms.

Following are the marketing areas where we seek scope of e-commerce:
(i) Marketing, sales and sales promotion.
(ii) Pre-sales, subcontracts, supply.
(iii) Financing and insurance.
(iv) Commercial transactions – ordering, delivery, payment.
(v) Product service and maintenance.
(vi) Co-operative product development.
(vii) Distributed co-operative working.
(viii) Use of public and private services.
ix) Business-to-administrations
(x) Transport and logistics.
(xi) Public procurement.
(xii) Automatic trading of digital goods like games, learning material, songs and music etc.
(xiii) Accounting and financial management.
(xiv) Legal advice
e-commerce Sales Life Cycle (ESLC) Model,

The three stages of the ecommerce business lifecycle
:
 Stage 1 – Start-up & fast growth
 Stage 2 – Plateauing growth or consolidation
 Stage 3 – Renewed growth by implementing change (new platforms,
features, resources/people or strategies)

In simple terms, these stages are akin to the way a gazelle jumps. There is a steep
forward jump and then rest, before leaping forward again. The same goes for the growth
patterns of ecommerce businesses; growing fast and then plateauing (resting).
Stage 1: Start-up & fast growth
Most ecommerce businesses go through an initial period of fast and in some cases
unexpected growth. This is usually to do with the popularity of the product they sell or
market demand rather than the implementation of their ecommerce platforms. Many
businesses will choose platforms such as BigCommerce, Shopify or Magento. It’s
important that your business stays agile and responds quickly to change.
You don’t want to get caught up in complicated systems or handcuffed by too much
process. Brands often enjoy quick impact in this honeymoon period, before growth
slows down and progression is halted by a kind of invisible ceiling. This sees
businesses moving into the second stage of the ecommerce lifecycle, which is a growth
plateau.
Stage 2: Plateauing growth or consolidation

I’ve found that many businesses reaching this second stage of the ecommerce lifecycle
tend to panic and look for quick-fix solutions to perceived issues. You need to
understand that it’s natural for there to be a levelling off of growth after the early spike.
Once your business has gained traction, brand awareness and initial momentum, it’s
time to reflect on your progress, analyse your data and gain key insights to make
measured and strategic changes to your ecommerce website and your marketing.
It’s important for business owners to assign ample time and resources to research, to
systemise and strategise to work out the best ways to move to the next level and start
achieving renewed growth.
Stage 3: Renewed growth
As I mentioned, many business owners think that the solution to the issue of plateauing
growth is a quick fix or a swift change of direction, which can be an ecommerce platform
move or, perhaps, the recruitment of a new ecommerce manager.
This is not necessarily thinking strategically. A replatforming project might indeed be the

answer – perhaps to a more advanced or modern ecommerce platform,
like BigCommerce – but you need to make a clear business case (including extensive
research and risk assessments) before deciding to migrate platforms

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DIGITAL MARKETING LOVE KUSH ACET

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 1

The massive penetration of digital technology is pushing communications to an advanced level,

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 2

Digital marketing vs. traditional marketing

Of course traditional marketing doesn’t mean it’s old fashioned.

In the same token, digital marketing is just as important as traditional if

Using the internet for several hours each day is a

Traditional marketing: pros and cons

Impactful and easy to understand

More difficult to measure campaigns

Digital marketing: pros and cons

Digital consumer illustration by HenryLim

The pros and cons of digital marketing

More options for engagement

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 5

Digital ads can be deemed as annoying

The contemporary digital revolution

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 6

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 7

12. Wiki or community forum

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 8

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 9

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 10

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 11

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 12

12. Wiki or community forum

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 13

The parts of a domain

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 15

SEO Keyword Planner Tools

On Page SEO Techniques

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 16

Indexing and Key Word Placement

Content Planning & Optimization

Content optimization techniques include:

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 17

Definition of Online Display Advertising

A new world with an increasingly connected consumer

How do advertisers know who to target?

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 18

What is used to measure the success of Display Marketing?

Clickthrough Rate (CTR)

Bounce Rate (BCR)

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 19

Conversion Rate (CVR)

Return on Investment (ROI)

Various SEO Plug-in

Off –Page SEO Techniques

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 20

Advantages of email marketing.

Create an email marketing plan

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 21

Segments and groups

Decide what to write

Here’s an example of a content list:

 Popular posts from social media, like Instagram or Facebook

 Details about featured or new products

 Holiday shopping guides

Establish your sending frequency and goals

ALIGARH COLLEGE OF ENGINEERING AND TECHNOLOGY Page 22

Day 4: Send your campaign.

Design your emails