Digital Unit-1 MBA Final

Noida Institute of Engineering and Technology, Greater Noida
Introduction to Digital Marketing
Unit: 1
DIGITAL AND SOCIAL MEDIA MARKETING

AMBA MK0311
Ms. Simran Kaur
MBA Department
MBA III Semester
Simran Kaur Digital & Social Media Marketing Unit 1

1
04/09/2024
Noida Institute of Engineering and Technology, Greater
Noida
(Unit –I) Topic 1
Introduction to Digital Marketing
Simran Kaur Digital & Social Media Marketing

04/09/2024 Unit 1 2
Session Objectives
1. To develop a general understanding on Digital Marketing among the

students.
2. To help students gain insights as to why digital marketing is gaining
so much importance .
3. To enable students understand the shift from traditional to digital
marketing.
04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 3

Digital Marketing(CO1)

Digital Marketing(CO1)
• Digital marketing is the marketing of products or services using

digital technologies, mainly on the Internet, but also including
mobile phones, display advertising, and any other digital medium.
• In fact, digital marketing now extends to non-Internet channels that

provide digital media, such as mobile phones (SMS and MMS),
callback, and on-hold mobile ring tones.

The 5Ds of digital marketing(CO1)
It involves managing and harnessing these ‘5Ds of Digital marketing’
• Digital devices
• Digital platforms
• Digital media
• Digital data
• Digital technology

Why Are Businesses shifting from Traditional marketing to
Digital Marketing? (CO1)

Why Are Businesses shifting from Traditional marketing to
Digital Marketing? (CO1)

Some facts about Indian Digital Marketing Industry
(CO1)
• As per a report by IAMAI (Internet and Mobile Association of

India)and Boston consulting group, India has one of the largest and
fastest growing populations of Internet users in the world—190
million as of June 2014 and growing rapidly.
• According to a report, India will cross 500 million Internet Users
Mark in 2022
• According to Direct Marketing Association, Digital Marketing
Industry is worth $62 billion
Reference:
https://www.researchgate.net/publication/303163963_Digital_Marketin
g_in_Indian_Context

Some of the reasons why digital marketing is on the rise
(CO1)
(I) Converting the marketing to sales

(II) Interaction with customers
(III) Cost Friendly
(IV) Targeted Reach
(V) Fair Play

Daily Quiz
1. Define Digital marketing.

2. 5 D’s of Digital Marketing are______
3. Which of the following is the correct depiction of Digital
Marketing?
a. E-mail Marketing
b. Social Media Marketing
c. Web Marketing
d. All of the above
4. Which is a bigger concept : Selling or marketing?
5. Give 2 reasons for growing importance of Digital Marketing.

Noida
(Unit –I) Topic 2
The new digital world - digital

marketing practices
04/09/2024 Simran Kaur Digital & Social Media 12

Marketing Unit 1
Recap
• Digital marketing is the marketing of products or services

using digital technologies, mainly on the Internet.
• Digital importance is gaining impetus because of its wide
& targeted reach, customer friendly and cost effective
approach.

Session Objectives
1. To develop a general understanding on Trend change in

Digital Marketing among the students.
2. To explain the Marketing Practices For The digital World

Trend Change in Marketing (CO1)

Marketing Practices For The Digital World(CO1)

1.

2.

3.

4.

5.

6.

Digital Marketing Advantages (CO1)
 The use of digital marketing allows for brands to market any

products and services.
 Allows for online customer support through 24/7 services to
make customers feel supported and valued all the time Eg :
flipkart , Shop clues , Paytm.
 The use of social media interaction allows brands to receive
ratings for Product and services from their customers.
 Helps in determining what media platforms work well for them Eg:
Facebook , Twitter.

Digital Marketing Advantages (CO1)
 Digital marketing for Branding of Businesses like for (B2B-

Sulekha , Justdial )and (B2C-flipkart, snapdeal, shopclues and
Paytm mall)
 Post feedback online through social media sources,
blogs and websites on their experience
with a product or brand eg Comment on Ucnews and youtube.
 To have direct contact with the customers and vis a vie manage
the comments they receive appropriately through social media
channels

Daily Quiz
1. Name any 2 marketing strategies for the digital world.

2. Define Marketing Automation.
3. _______ is the use of paid ads that match the look, feel and
function of the media format in which they appear.
4. Dedicated online sites are ______.
5. E-com stands for _________.

Noida
(Unit –I) Topic 3
The modern digital consumer and its

journey

Marketing Unit 1
Recap
Marketing Practices For The Digital World

are:
1. Marketing Automation
2. Native marketing
3. Social media ‘buy buttons’
4. Video/ Visual story telling
5. Dedicated sites and apps
6. E-commerce

Session Objectives
1. To discuss the digital consumer journey

2. To make the students aware about different types of Digital
customers.

Digital consumer journey (CO1)
• The digital customer journey is the path an online user takes to find
your business. It’s a journey that’s made up of every single
interaction a customer has with your company, from social media to
your actual website.
• The digital customer journey is the path followed by an internet
user – from the awareness stage right through to the purchase stage.
• Essentially, it covers every single interaction that takes place online
between the customer and the brand throughout the buying journey.

Digital consumer journey (CO1)
There are five parts to the digital customer journey experience:

1. Awareness
2. Consideration
3. Fulfillment – commitment (email signup, form fill, something where
they interact)
4. Experience
5. Loyalty
https://bignerdranch.com/blog/the-5-steps-of-the-digital-customer-journ
ey/

Six types of digital customers(CO1)
The segments, as identified by GroupM Next, are said to be:

1. Digitally Driven Segment
2. Calculated Shoppers
3. Basic Digital Consumers
4. Retail Scouts
5. Brand Scouts
6. Eternal Shoppers

Digital Customers (CO1)

Daily Quiz (CO1)
1. ______ are customers who prefer a certain brand rather than

a retailer.
2. Eternal shoppers make use a wide variety of tools to secure
the best deal. (True/False)
3. The discovery stage when your customer realizes they need
something is known as _____.
4. In this stage, the customer will determine if what was
expected is what they received and determine if they are
satisfied.
a. Awareness b. Consideration
c. Fulfillment d. Experience

Noida
(Unit –I) Topic 4
Marketing strategies for the digital

world-latest practices.

Marketing Unit 1
Recap
6 main types of Digital consumers are:

1. Digitally Driven Segment
2. Calculated Shoppers
3. Basic Digital Consumers
4. Retail Scouts
5. Brand Scouts
6. Eternal Shoppers

Session Objectives
1. To explain the different Marketing strategies For The digital World.

Marketing Strategies For The Digital World(CO1)

Digital Marketing Strategy (CO1)
• A digital marketing strategy is a roadmap you need to grow

your business.
• It is realized through the use of various marketing channels.
• Why you need a digital marketing strategy:
 Increased return on investments.
 Structuring actions.
 Analysis of audience reaction.
 Collection of real statistics.
• Marketing tactics are a set of tools for successfully
implementing a marketing strategy

Developing a Digital Marketing Strategy (CO1)
• Set a goal
• Find out your target audience
• Describe your client’s profile
• Identify effective marketing channels

Marketing Strategies For The Digital World(CO1)
• Social media marketing

• Video content
• Google Ads
• Email marketing
• SEO Optimization
• Marketing analytics

Case study for Digital Marketing Strategy(CO1)

• Lay’s is a potato chips company. It is an offshoot of the

PepsiCo holding.
• The essence of the unique #SmileDekeDekho ad campaign
was a simple smile.
• 350 influential and popular personalities from all over the
world were selected to promote the company.
• They became the brand ambassadors and the faces of the
advertising campaign.

• Why this marketing strategy was successful:
• Snapchat and Instagram users took photos with a packet of

chips and thus attracted new customers.
• Good mood after purchase.
• A pack of chips was associated with a smile and a positive
mood for consumers.

Daily Quiz
1. This is the process of marketing accomplished or facilitated through the

application of electronic devices, appliances, tools, techniques, technologies
and or systems:
A. Direct Marketing
B. Interactive marketing
C. Electronic marketing
D. Internet marketing
2. Marketing strategy contains the steps you need to take towards achieving
your goals. (True/False)
3. _______ is a good opportunity to promote a product or service on social
network.
4. Marketing ________ are a set of tools for successfully implementing a
marketing strategy

Noida
(Unit –I) Topic 5
Marketing Mix and Integrated

Marketing Mix

Marketing Unit 1
Recap
A marketing strategy refers to a business's overall game plan

for reaching prospective consumers and turning them into
customers of their products or services. A marketing strategy
contains the company's value proposition, key brand
messaging, data on target customer demographics, and other
high-level elements.

Session Objectives
1. To make the students aware of the Online marketing mix

2. To explain the different strategies for Integrated marketing
Communication

Marketing Mix (CO1)

Service Marketing Mix (CO1)

Online Marketing Mix (CO1)

Integrated Marketing Communication (CO1)

Assignment
1 Discuss the importance of Digital marketing in today’s world

(with special reference to COVID times).
2 Explain how do Digital Consumers make their purchase with

appropriate examples.
3 Develop an Online marketing mix for a business of your

choice.

MCQ s
4. What do you mean by Digital marketing?

A. Digital marketing is referred to as online marketing, web marketing, and internet
marketing.
B. Analog Marketing
C. Shop
D. None of the above
5. Which one is the best way to promote a business online?

E. It offers a lot of helpful and free information.
F. To collect as many information as possible.
G. to advertise your company's product.
H. All of the above
6. ________ is an example of B to B service.

I. Youtube brand channel.
J. Google
K. Yahoo
L. None of the above

MCQs
7. The 4Ps of marketing as defined by Philip Kottler are:

A. Price, Product, Place, and Promotion
B. Price, Performance, Place, and Promotion
C. Price, Product, Place, and Positioning
D. PR, Product, Place, and Person
8. Which one of these statements is correct?

A. There is a slow decline in digital budgets with an average reduction of 10%
in digital marketing budget.
B. 98% of marketers affirm that offline and online marketing are merging
C. Online marketing professionals are paid 50% less than marketing
professionals.
D. Around 25% of the global population is now on the Internet.

University paper Links
https://www.uptunotes.com/aktu-paper-digital-marketing-mammk04-2018-19/
http://www.aktuonline.com/papers/B.Tech-3-sem-digital-and-social-media-marke
ting-kmbmk03-2020.pdf
http://www.aktuonline.com/papers/B.Tech-3-sem-digital-marketing-rmbmk-03-
2018-19.html

Sessional Question paper
Printed page:1 Subject Code: AMBA MK0311

Roll No:
NOIDA INSTITUTE OF ENGINEERING AND TECHNOLOGY, GREATER NOIDA

(An Autonomous Institute)
Affiliated to Dr. A.P. J. Abdul Kalam Technical University, Uttar Pradesh, Lucknow
Course : MBA Branch :Marketing

Semester: III Sessional Examination: II Year- (2021 - 2022)
Subject Name: Digital & Social Media Marketing
Time: 1.15Hours [ SET-A] Max. Marks:30
General Instructions:
 This Question paper consists of 1 page & 4 questions. It comprises of three Sections, A, B, and C
 Section A -Question No- 1 is objective type questions carrying 1 mark each, Question No- 2 is very short
answer type carrying 2 mark each. You are expected to answer them as directed.
 Section B - Question No-3 is Short answer type questions carrying 5 marks each. Attempt any two out
of three questions given.
 Section C -Question No. 4 &5are Long answer type (within unit choice) questions carrying 6marks
each. Attempt any one part a or b.
SECTION – A [08Marks]
1. All questions are compulsory (4×1=4)
a. Content marketing is about sharing information that has real value to your (1) CO3
target audience and educates your potential customers.
(True/ False)
b. SERP stands for __________. (1)
c. ________ marketing refers to the use of video to market or promote your (1)
brand or offering on digital channels.
d. SEO refers to paid tactics for gaining search engine listings. (True/False) (1)

2. All questions are compulsory (2×2=4)

a. Define Content Marketing. (2) CO3
b. State the difference between SEO and SEM. (2)
SECTION – B [10Marks]
3. Answer any two of the following- (2×5=10)
a. Discuss the concept of Search engine marketing in detail. (5) CO3
b. State the reasons why Mobile marketing is important. (5)
c. Discuss the types of Video content available online. (5)

c. Discuss the types of Video content available online. (5)

SECTION – C [12Marks]
4 Answer any one of the following- (1×6=6)

a. Enlist and explain different types of Gamification users. (6) CO3
b. Discuss the concept of Online Campaign management in detail. (6)
5. Answer any one of the following- (1×6=6)
a. Write short notes on: i) Viral marketing ii) Email Marketing (6) CO3
b. Discuss the importance and relevance of Marketing gamification in digital (6)
marketing.

End Semester Question paper



Expected questions for University Exams
Q1.Explain what do you mean by term new digital world ? What are the key
trends driving shift from tradition to digital marketing practices ?
Q2. Discuss the need for digital marketing in today’s digital world ?
Q3.Explain the 7 Ps of digital marketing in detail ?
Q4.Explain in detail the steps involved while crafting a digital marketing
strategy ?
Q5.Throw light on the various market Strategies for the digital world.
Q6. Briefly discuss new digital paradigm changing the marketing world?
Q7. State the different types of Digital Marketing?
Q8. Name some useful Digital Marketing tools?
Q9. Explain PPC or Pay Per Click advertising?
Q10. State the limitations of Online Marketing.
Q11. Explain what do you know about Email Marketing.
Q12. Give reasons why Online marketing is preferred over Offline marketing.

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Noida Institute of Engineering and Technology, Greater Noida

Introduction to Digital Marketing

DIGITAL AND SOCIAL MEDIA MARKETING

Simran Kaur Digital & Social Media Marketing Unit 1

(Unit –I) Topic 1

Introduction to Digital Marketing

Simran Kaur Digital & Social Media Marketing

1. To develop a general understanding on Digital Marketing among the

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 3

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 4

• Digital marketing is the marketing of products or services using

• In fact, digital marketing now extends to non-Internet channels that

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 5

It involves managing and harnessing these ‘5Ds of Digital marketing’

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 6

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 7

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 8

• As per a report by IAMAI (Internet and Mobile Association of

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 9

(I) Converting the marketing to sales

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 10

1. Define Digital marketing.

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 11

(Unit –I) Topic 2

The new digital world - digital

04/09/2024 Simran Kaur Digital & Social Media 12

• Digital marketing is the marketing of products or services

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 13

1. To develop a general understanding on Trend change in

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 14

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 15

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 16

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 17

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 18

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 19

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 20

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 21

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 22

 The use of digital marketing allows for brands to market any

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 23

 Digital marketing for Branding of Businesses like for (B2B-

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 24

1. Name any 2 marketing strategies for the digital world.

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 25

(Unit –I) Topic 3

The modern digital consumer and its

04/09/2024 Simran Kaur Digital & Social Media 26

Marketing Practices For The Digital World

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 27

1. To discuss the digital consumer journey

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 28

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 29

There are five parts to the digital customer journey experience:

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 30

The segments, as identified by GroupM Next, are said to be:

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 31

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 32

1. ______ are customers who prefer a certain brand rather than

04/09/2024 Simran Kaur Digital & Social Media Marketing Unit 1 33

(Unit –I) Topic 4

Marketing strategies for the digital

04/09/2024 Simran Kaur Digital & Social Media 34

6 main types of Digital consumers are: