INSTITUTE-USB

DEPARTMENT-BBA
Bachelor Of Business Administration
Digital Marketing
BAT-260

DIGITAL MARKETING DISCOVER . LEARN .

EMPOWER
 DIGITAL
MARKETING
Course Outcome
CO Title Level Z
Number
CO1 To understand marketing in digital world Remember

CO2 To understand the concept of phygital Understand

marketing and global trends in DM

CO3 To understand digital marketing channels Understand https://in.images.search.yahoo.com/search/images;_ylt=AwrP

and latest digital ad technologies. iBeGiCldzwgA.ha7HAx.;_ylu=X3oDMTB0N2poMXRwBGNvb
G8Dc2czBHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=digital+

CO4 To understand social media marketing Understand

campaigns and WOMM

CO5 To understand legal and ethical issues in Understand

Digital marketing and digital property 2
 DIGITAL
MARKETING

Digital marketing can be

described as actively
promoting products and
services using digital
distribution channels as an
alternative to the more
https://in.images.search.yahoo.com/search/images;_ylt
traditional mediums such as =AwrPiBeGiCldzwgA.ha7HAx.;_ylu=X3oDMTB0N2poM
television, print and radio XRwBGNvbG8Dc2cz
BHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=digital+

3
 WHAT IS DIGITAL
MARKETING?
Digital marketing can be described as actively promoting products
and services using digital distribution channels as an alternative to
the more traditional mediums such as television, print and radio. It
includes mobile phones, social media marketing, display advertising,
search engine marketing, and any other form of digital media.
Digital marketing targets a specific segment of the customer base and is interactive. Digital
marketing is on the rise and includes search result ads, email ads and promoted tweets –
anything that incorporates marketing with customer feedback or a two-way interaction between
the company and customer.
In the “golden age” of television, an ad on one of
the big three networks could reach 70 percent of
the viewing audience

 According to Seth Godin (author of Permission

Marketing) today’s consumer receives roughly one
million marketing messages a year on average
https://in.images.search.yahoo.com/search/images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_ylu=X3oDMTB0N2poMXRwBGN
vbG8Dc2cz
BHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=digital+
Digital vs. Traditional
Media
Through Digital Marketing….
“Brands can now be direct sellers, content producers, bloggers,
tweeters and even friends without
having to rely on media to deliver those messages. Consumers can
seek out those brands,
connect with them through social networks, tweet about them, and
instantaneously let all their
friends know what they think about them or what they plan to buy.”
TRADITIONAL MARKETING
• Communication is unidirectional in traditional marketing, which means, an
organization communicates about its services with its audiences Medium of
communication in traditional marketing is generally phone calls, emails, and letters.
• Campaign in Traditional marketing takes more time as designing, preparing, and
launching are involved.
• It is best for reaching local audience. It is almost impossible to measure the
effectiveness of a traditional marketing campaign.
DIGITAL MARKETING
• 1. Communication is bidirectional in Digital Marketing as businesses can
communicate with customers and customers can ask queries or make
suggestions to businesses as well
• 2. Medium of communication is more powerful and involves social media
websites, chats, apps and Email.
• 3. Digital marketing campaigns can be developed quite rapidly and with digital
tools, channelizing Digital Marketing campaigns is easier.
• 4. It is very effective for reaching global audiences
Digital marketing vs. traditional marketing: what’s the difference?

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.
Traditional marketing
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.

Traditional 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
 Pros of Traditional marketing
• 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 of traditional marketing
• 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.
 ASSESSMENT PATTERN
• Understanding of the subject will be assessed through question and answer
technique in the class
• 2 Mid semester tests will be conducted
• Students will appear for online quiz at the end of the semester
• Surprise test to be taken during the semester
• Regular assignments and case study discussion will be done to bring more clarity on
the subject

17
 APPLICATIONS
• Role of marketing in digital world.

• Channels to be analysed in digital marketing

• Importance and scope of digital marketing

• Understanding of various digital marketing tools

• Appreciate the complexities of evaluation

18
 REFERENCES

1. Puneet Singh Bhatia, Fundamentals of Digital Marketing- Pearson, New Delhi

2. The Art of SEO (3rd edition) – Eric Enge Prentice Hall of India.
3. Web Analytics 2.0 – Avinash Kaushik

19
THANK YOU

For queries
Email: taniae7453@cumail.in

20