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/

and latest digital ad technologies.
CO4 To understand social media marketing
campaigns and WOMM
images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_ylu=X3oDMTB0N2p
oMXRwBGNvbG8Dc2czBHBvcwMxBHZ0aWQDBHNlYwNwaX
Zz?p=digital+
Understand
 

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
traditional mediums such as
https://in.images.search.yahoo.com/search/
television, print and radio images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_ylu=X3oDMT
B0N2poMXRwBGNvbG8Dc2cz
BHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=digital+

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 Features of Digital
marketing
1.100% Transparent:
As time goes on in the digital marketing space, transparency is a critical
factor in building trust. When a company replies to a question “that’s
proprietary” or “we don’t typically share that”, you know they are hiding
something and probably not the best company to do business with.

2. Global reach - a website allows you to find new markets and trade
globally for only a small investment.
3. Lower cost - a properly planned and effectively targeted digital
marketing campaign can reach the right customers at a much lower cost
than traditional marketing methods.
4.Personalisation - if your customer database is linked to your website,
then whenever someone visits the site, you can greet them with targeted
offers. The more they buy from you, the more you can refine your customer
profile and market effectively to them.

Basic Feature of digital marketing.

You can keep the record of how many customers have seen your ads.
You can track how many customers visited your website.
For instant sale you can use google adwords.
Digital Marketing is economical than Traditional Marketing.
• Flexibility - There are plenty of ways by which you can do digital marketing like email
marketing, social media posts, content marketing, banner ads, etc. Hence, your responsibility
is to choose an appropriate medium and adopt proper methods to deploy marketing activities.
You can also utilize all the possible mediums to increase your visibility and brand awareness.
It also helps you to analyze through which medium you get better responses and what kind of
campaign is being effective.
• Affordability - Digital Marketing methods are reasonable compared to other methods of
marketing. Prices may vary based on the technique you implement. Besides, expenses for
advertisements are also comparatively low in digital marketing.
• Expansion - A majority of people spent a huge amount on online shopping. When shopping
even from far-flung areas is made easy in a few clicks and nominal, people will choose online
shopping. Digital marketing can be applied here to attract customers. You can promote your
products and services through severe paid campaigns. This will help you to drive more traffic
to websites quickly with less effort.
• Interactivity - It opens up a platform for you to directly interact with the customers. You can
receive reviews, comments, and feedback from the customer and respond to it to gain the
customer's trust. This will also make them feel respected and encourage them to engage in
more business deals with you. Your transparency can attract more customers to you. It will
also let you fix any issues faced by customers rapidly.
• Authority - We all would go for advice from someone who we trust and feel are capable of
giving the right advice. Likewise, if you can leave the impression that you can be trustworthy
in your respective fields, customers will come back to you for collecting information, and
eventually, they will end up buying your products/services. Giving valuable
suggestions/comments on issues or controversies related to your product/business sector can
ascertain you as an industry expert and instill trust in you.
• Mobile phones - Almost everybody owns a smartphone in the present day. You can easily
reach your customers via email/text message marketing, banner ads in apps, social media
promotions, etc, and keep them updated about your products, services, and offers. It is the best
way to reach more targeted customers at a given point in time. This online presence can end
up in a business deal.
• Tracking - Besides communication, it also lets you track which campaigns lead a customer to
conversion. Thus, it is easy for you to concentrate on the area that is bringing more traffic to
your site and boost your efforts over there. Likewise, you can rework on the techniques which
are not beneficial.
• Multimedia - People tend to engage more with marketing materials that combine different
types of content like photos and videos. It is easier to involve these contents in digital
marketing. Thus, this type of marketing lets you attract more customers to your site.
You can track which source of digital marketing in getting you more leads.
You can target your marketing advertisement to a particular customer segment.
You can even target your ad to a particular pin code, city, or a state.
 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

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 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

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 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

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THANK YOU

For queries
Email: taniae7453@cumail.in

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