DR. AJAY KUMAR PATHAK
ASSISTANT PROFESSOR
Copyright © by Dr. Ajay kumar pathak
B. Sc IT SEMESTER 5 NOTES BASED ON NEP
SUBJECT : MN–1C (Minor From Discipline–1
(To be selected by the students from)
MN-1C: E-COMMERCE AND DIGITAL MARKETING
NOTES OF THE E-COMMERCE AND DIGITAL MARKETING
Course Objectives:
- To understand the increasing significance of E-Commerce and its applications in Business.
- To provide an insight into Digital Marketing activities on various Social Media platforms and its emerging significance in Business
- To understand Latest Trends, Practices in E-Commerce and Digital Marketing,
COURSE CONTENTS:
|
Unit-1 (10 Classes) |
An overview of E-Business, Models,
Types ·
Conceptual Framework of E-Commerce, General Model of Business; Defining
E-commerce, Characteristics, advantages and disadvantages, adoption and
impact of E- Business., Electronic Data Interchange (EDI); Types of e-Transactions – B2B, B2C, C2C, C2B etc., Electronic Storefronts, E-Marketplace |
|
Unit-2 (12 Classes) |
E-Business Technology and E Security ·
Web Presence – domain registration, website development, developing
static and dynamic webpages and hosting, registering the Website with Search
Engines. ·
Web server hardware and software; Data centre services. ·
Security –
service providers, digital certificates, encryption, SSL, Digital signatures. |
|
Unit-3 (10 Classes) |
Electronic Payment Systems: ·
Overview of electronic Payment Technology, Online
payment mechanism; Electronic Payment systems, payment Gateway, EFT,
NEFT, RTGS, SWIFT, NFC, Green Channel. ·
Legal issues: Laws for E-Commerce, Issues of
Trademarks & Domain Names |
|
Unit-4 (14 Classes) |
Digital Marketing – I ·
Introduction to Digital Marketing, Advantages and Limitations of
Digital Marketing. Keyword research, Competitor analysis in digital
marketing. ·
Various Activities of Digital Marketing: Search Engine Algorithm, Search Engine Optimization and stages, Search
Engine Marketing, Content
Marketing and Content Influencer Marketing, Remarketing, Campaign Marketing, E-mail Marketing, Display Advertising, Blog Marketing, Viral Marketing, Podcasts and Vodcasts. |
|
Unit-5 (14 Classes) |
Digital Marketing – II ·
The P.O.E.M. framework. ·
Digital Marketing on Various Social Media Platforms. ·
Online Advertisement, Online Marketing Research, Online PR. ·
Web Analytics. ·
Promoting Web Traffic. ·
Latest Developments and Strategies in Digital Marketing. |
**** NOTES *****
UNIT- 5 :- DIGITAL MARKETING
– II
THE P.O.E.M.
FRAMEWORK:-(STANDS FOR PAID, OWNED, AND EARNED MEDIA)
The POEM framework is a
marketing methodology used by digital marketing experts to formulate the social
media marketing strategy, and it stands for Paid, Owned, and Earned Media. It
is an approach used to promote a product or service and looks at how the right
mix of media channels can attract more customers, expand and support
relationships with existing customers, and push the business towards ultimate
goals of growth and success.
Digital marketers use the POEM
model to develop the basic framework and implement digital marketing
strategies. The frameworks help companies improve their marketing strategies
and achieve goals and targets. It involves listing and selecting channels to
roll out the marketing communication and what it needs to make the plan
successful.
THE COMPONENTS OF THE
POEM FRAMEWORK:-
1. Paid Media :- Paid media refers to any form of advertising that
requires monetary investment. This includes traditional advertising channels
like television, radio, print, and outdoor advertising, as well as digital
platforms such as display ads, social media ads, and paid search. By allocating
resources to paid media, marketers can reach a broader audience and increase
brand visibility. Paid media refers to any digital advertising that a business
invests in to promote its products or services. This includes search engine
marketing (SEM), display ads, sponsored content, social media ads, and more.
The main advantage of paid
media is the ability to reach a wider audience that may not be aware of your
brand. However, it is essential to strike a balance between paid media efforts
and organic (living) strategies to ensure sustainable growth. Paid media can be
an effective tool to generate initial brand awareness or drive immediate
results, but a long-term marketing strategy should also focus on owned and
earned media channels.
More examples of paid media
include:- Search ads, Shopping ads, Display ads, Retargeting, Paid influencers.
Advantages of Paid
Media:-
(1) Wider Reach:- Paid media
helps brands reach a wider audience as it isn’t restricted to just the brand’s
resources. The algorithms function in a way where users get ads related to the
products they search for. This way, it is very easy to gain audience and build
a sizeable audience.
(2) Immediate results: Unlike
earned media, the results are fairly quick in paid media. You pay for ads and
you get to see immediate results. This is a very convenient method for young
businesses and brands to gain traction.
(3) Easy scalability: The most
appealing thing about paid media is that it can be scaled up and down by the
brand depending upon the budget and the need. This makes it a great option for
digital marketing online.
Disadvantages of Paid
Media:-
(1) Expensive:- Paid media is
expensive compared to the other two methods. Sometimes, collaborations and paid
ads for big brands can be very expensive.
(2) Repetition:- Sometimes ads
are repeated too much on a user’s feed which is bound to cause ad weakness.
This leads them to block such ads or completely ignore them, eventually failing
the purpose behind paid ads.
(3) Ad blocking software:- More
often than not, users use ad-blocking software that blocks ads on Google and
sometimes even a few social media platforms. This is a waste of resources and
fails the purpose of reaching new users on the internet.
2. Owned Media:- (Means apne se advertising karna, Means give the
adverting by its self on facebook, WhatsApp etc.) Owned media includes all the digital assets
that a brand owns and controls. This includes your website, blog, social media
profiles, mobile apps, and email marketing campaigns. Unlike paid media, owned
media allows businesses to have full control over their content and messaging.
Owned Media framework, and it
is about everything under the ownership of your company, organisation, or
brand. When it comes to owned media, you can use your assets and possessions
for marketing purposes. You control your digital marketing channels, allowing
you to promote your business online in any way you see fit. Owned media
consists of various assets under your ownership, such as your website, blog,
print ads, and other promotional materials. You can use these assets to promote
your products or services.
Examples of owned media
include:- Websites, Content, Blog posts, Social media pages.
Cost-effectiveness is your main
advantage when it comes to owned media. Since you already own assets and
possessions, there is no need to spend as much money as paid media marketing.
However, maintaining your digital marketing outlets and channels will lead to
incurred costs, so you still have to include your owned media expenses in your
return on investment (ROI).
Versatility and longevity are
additional benefits of owned media. You have total control over the way you
handle your marketing assets. It allows you to maximise the effectiveness of
your owned media marketing strategies as long as needed.
Advantages of Owned
Media:-
(1) Full Creative Liberty:-
With owned media, brands have complete creative liberty over their content.
They can ideate, create, and post content as they desire. This gives them full
freedom and control over their choices.
(2) Direct communication:- Due
to owned media, brands can directly interact with their audience. Not using a
mediator or a third party, makes it a personalized experience for the
consumers.
(3) Full Control:- The
websites, blogs, and social media handles all belong to the brand or the
organization which gives them full control over it. The authority comes in
handy as the brand is free to be creative as per its needs.
Disadvantages of Owned
Media:-
(1) Accountability:- As the
brand has full control over its sources, it makes it fully accountable for the
content that is posted on its social media, blogs, or website. The brand would
be under direct analysis if the content has the wrong effect on the audience.
(2) Limited Reach:- The
audience consuming the content through owned media sources is quite limited.
It’s usually the people who follow these brands who receive their content
updates making the reachability very limited.
(3) Lack of Diversity (Variety)
:- The audience can become saturated after a certain point of time due to
consuming the same content posted by the brand. If there’s no diversity of
thought in the content creation department, the audience may be exhausted.
3. Earned Media:- (
Power of Word-of-Mouth) :- Earned media
is frequently considered the most valuable form of media, as it relies on the
credibility and trust established by others. While you cannot directly control
earned media, you can influence it through exceptional customer experiences,
proactive (positive, active practical) engagement with your audience, and by
delivering value to your target market. With the advent of social media and
online communities, earned media has become more powerful than ever, as
customers have a platform to express their opinions and share their experiences
with a wider audience.
Examples of earned media
include:- Word-of-mouth marketing, Viral
marketing, Press releases, Publicity, Brand awareness.
Advantages of Earned
Media:-
(1) Cheap and cost-effective:
Earned media sources do not require any paid promotions. It is an organic
(persons, living) growth method, hence it’s extremely cost-effective. Paid
promotions are of many types and some of them are quite expensive. Earned media
saves such expenses for brands and businesses.
(2) Builds Credibility:- Using
organic sources builds a bond of trust between the users and the business as it
proves the legibility and credibility of the brand. Humans trust word of mouth
more than anything, so, using earned media resources gains a loyal consumer
base.
(3) Wider Reach:- Positive
reviews and word of mouth bring in more users and consumers through organic
methods. These consumers are loyal and believe in the brand due to their
quality and positive reviews.
Disadvantages of Earned
Media:-
(1) Time-Consuming:- Brands who
use paid promotional methods have a guaranteed increased viewership whereas
organic (persons) channels cannot guarantee that. They may or may not work and
if the brands are entirely dependent on them, it will take a lot of time.
(2) No Control:- Brands have
limited control over organic (persons) growth and promotional methods. They
don’t know how their messages will be portrayed in the media.
(3) Unpredictability:- There is
no set time stamp for an organic campaign to succeed which makes it highly
unpredictable. Brands do not have the luxury of waiting for organic promotional
methods’ results to unfold.
CHALLENGES IN USING
THE POEM FRAMEWORK
·
Budget Constraints:-
Balancing investment across paid, owned, and earned media can be difficult for
small businesses.
·
Time-Intensive:-
Building owned and earned media takes time and consistent effort.
· Measurement
Difficulties:- Tracking the ROI (Return on Investment ) of earned media can be
challenging, as it often involves intangible benefits like brand trust.
DIGITAL MARKETING ON
VARIOUS SOCIAL MEDIA PLATFORMS:-
(1) What is Digital
Marketing?:- Digital Marketing is the
promotion of products, services, or brands using digital channels such as the
internet, social media, search engines, email, websites, and mobile apps. Unlike
traditional marketing (TV, newspaper, posters),
Digital marketing allows:-
·
Targeted audience
reach
·
Low cost
promotion
·
Real-time
performance tracking
·
Two-way
communication with customers
(2) What is Social
Media Marketing (SMM)?:- Social Media Marketing is a part of digital marketing
where businesses promote their products or services using social media
platforms.
It includes content creation, paid
ads, influencer marketing, and audience engagement. like:-
·
Facebook
·
Instagram
·
YouTube
·
Twitter (X)
·
LinkedIn
·
WhatsApp
·
Snapchat
(3) Major Social
Media Platforms & Their Marketing Use:-
(1) Facebook
Marketing:- Best for: Businesses, local
shops, services, communities
Features used:
·
Pages
·
Posts
·
Stories
·
Facebook Ads
·
Groups
·
Messenger
marketing
Example:- A local coaching institute creates a
Facebook page and Posts student results,
Runs ads targeting students aged 16–25, Shares demo
class videos,
Result:- Increased admissions
(2) Instagram Marketing:- Best for:- Fashion, food, travel, lifestyle, brands
Features used:
·
Reels
·
Stories
·
Posts
·
Influencer
collaborations
·
Instagram Ads
Example:- A clothing brand posts daily Reels showing
outfits and collaborates with influencers, Users click the link and purchase online.
(3) YouTube Marketing:- Best for:- Education, tech reviews, entertainment,
tutorials
Features used:
·
Video content
·
Ads before videos
·
Channel
subscriptions
Example:- A mobile shop uploads videos like:- “Best
phones under Rs. 15,000”,
Viewers trust the brand and visit the
shop.
(4) Twitter (X) Marketing:- Best for:- News, public opinions, brand announcements
Features used:
·
Tweets
·
Hashtags
·
Trending topics
·
Brand responses
Example:- A telecom company tweets about new offers
and responds to customer complaints publicly, improving brand trust.
(5) LinkedIn Marketing:- Best for:- Professional services, B2B marketing, jobs
Features used:
·
Company pages
·
Professional
posts
·
LinkedIn Ads
·
Job postings
Example:- An IT company posts about job openings and
shares project success stories to attract clients and talent.
(6) WhatsApp Marketing:- Best for:- Customer support, local business promotion
Features used:-
·
WhatsApp Business
·
Broadcast
messages
·
Status updates
Example:- A restaurant sends daily menu offers on
WhatsApp to regular customers.
TYPES OF DIGITAL MARKETING (WITH EXAMPLES):-
(1) Search Engine Optimization (SEO):- SEO means
improving a website so it appears higher in Google search results.
Example:- When you search “Best coaching institute
near me”, the top websites are using SEO.
(2) Search Engine Marketing (SEM / PPC):- Paid ads on
search engines.
Example:- When a paid ad appears on top of Google
search results saying “Ad”, that is SEM.
(3) Social Media Marketing (SMM):- Promoting products
on social media platforms.
Example:- Instagram ad showing shoes while scrolling
Reels.
(4) Content Marketing:- Creating useful and
informative content to attract customers.
Forms: Blogs, videos, podcasts
Example:- A fitness trainer posts workout videos on
YouTube to gain clients.
(5) Influencer Marketing:- Brands promote products
through popular social media influencers.
Example:- A beauty influencer promotes a skincare
product in a Reel.
(6) Email Marketing:- Sending promotional or
informative emails.
Example:- Amazon sends emails about sale offers and
order updates.
(7) Affiliate Marketing:- Earning commission by
promoting other people’s products.
Example:- A blogger shares Amazon product links and
earns commission on sales.
(8) Mobile Marketing:- Marketing through mobile apps,
SMS, notifications.
Example:- Swiggy sends push notifications about
discounts.
(9) Video Marketing:- Using videos for promotion.
Example:- YouTube ads or Instagram Reels promoting
products.
(10) Remarketing / Retargeting:- Showing ads to users
who already visited your website.
Example:- You check shoes online → same shoe ads
appear on Instagram.
Advantages of Social Media Digital Marketing
1. Low cost
2. Global reach
3. Instant feedback
4. Targeted audience
5. Brand awareness
6. Increased sales
ONLINE ADVERTISEMENT, ONLINE MARKETING RESEARCH, ONLINE PR or DIGITAL PR (Public Relations) :-
This makes online advertising more profitable than
traditional methods. Small businesses can benefit a lot from it, but only if
they know how to use it effectively. That’s why many businesses turn to
professionals for help with social media advertising services.
Online advertising is different from traditional
advertising because it is interactive, measurable, flexible, and highly
targeted. Advertisers can choose who will see their ads based on age, gender,
location, interests, browsing behavior, and many other factors.
Need for online advertisement:-
The need for online advertisement has increased
rapidly due to the widespread use of the internet and digital devices. In the
modern world, people rely heavily on smartphones, computers, and tablets for
communication, shopping, education, entertainment, and information. Because
customers spend a large portion of their time online, businesses must advertise
where their customers are active. Online advertisement allows companies to
reach potential customers instantly through digital platforms, making it an
essential marketing tool in today’s competitive environment.
Online advertisement is required because it provides global
as well as local reach. A business can promote its products not only
to people in one city or country but to customers across the world. At the same
time, it also supports local targeting by showing ads only to users within a
specific area. For example, a coaching institute can advertise to students in a
particular city, while an e-commerce company can promote products
internationally. This flexibility makes online advertising highly valuable.
Another major reason for the need for online advertisement is targeted
marketing. Traditional advertising shows the same message to everyone,
regardless of interest. Online advertising allows businesses to show ads only
to selected users based on age, gender, education, location, interests, search
history, and online behavior. This ensures that advertisements reach the right
audience, increasing the chances of conversion and reducing waste of money.
Online advertisement is also needed because it is cost-effective
and budget-friendly. Unlike television or newspaper ads, online ads can be
run with a small budget. Advertisers can control daily spending, pause
campaigns, or change advertisements at any time. Small businesses and startups
benefit greatly because they can compete with large companies without spending
huge amounts of money.
Example of Online Advertisement:- Amazon Online Advertisement, Amazon
shows ads on Google Search, YouTube, Instagram, and Facebook. When you search
“buy mobile phone,” Amazon ads appear on top on Instagram, you see ads based on
your browsing history. Amazon tracks clicks, purchases, and user behavior Ads
are customized for each user. This shows how online advertising is targeted,
measurable, and effective.
Types of Online Advertisement:-
(1)
Search Engine Advertising (Paid Search Ads):-
Advertisements shown on search engines like Google, Bing, and Yahoo when users
search for keywords.
Example:- If a user searches “best coaching for NEET”,
paid ads appear at the top.
(2) Display Advertising:- Visual ads displayed on websites in the form of
banners, images, or graphics.
Example:- Banner ads showing mobile phones on news
websites.
(3). Social Media Advertising:- Advertising on social media platforms like Facebook, Instagram, WhatsApp, YouTube, Twitter
(X), LinkedIn.
Example:- Instagram ad showing fashion clothes based
on your interest.
(4) Video Advertising:- Ads displayed
in video format before, during, or after video content.
Example:-
YouTube ads before watching a video.
(5) Email Advertising (Email Marketing):- Promotional messages sent through
emails to customers.
Example:-
Flipkart sends emails about festival sales.
(6) Mobile Advertising:-
Advertisements shown on mobile devices through apps, SMS, or mobile websites.
Example:-
In-app ads while playing mobile games.
(7) Influencer Marketing:- Promotion
done by influencers or content creators.
Example:-
A YouTuber promoting a smartphone brand.
(8) Remarketing / Retargeting Ads:-
Ads shown to users who already visited a website.
Example:-
Ads showing shoes you searched earlier.
ONLINE MARKETING:- Online marketing, also known as digital marketing or
internet marketing, is a form of marketing that uses the internet and
technology to connect with potential customers. Traditional marketing channels
include billboards, radio, print, and television, while online marketing shows
up in many forms including social media, email, influencer marketing, search
engine optimization (SEO), pay-per-click ads, videos, and much more. The
methods, strategies, and channels that fall under the umbrella of online
marketing are diverse, but they all seek to use the internet to connect to
larger and more targeted audiences.
ONLINE MARKETING RESEARCH:-
As the name suggests, online market research is a type
of market research in which data is collected entirely online, leveraging
various digital platforms to gather crucial understandings. This differs from
more traditional forms of market research, such as focus groups or telephone
interviews, where data is collected offline (either in person or over the
phone).
Online marketing research is the process of
collecting, analyzing, and interpreting digital data to understand consumer
behavior, market trends, and brand performance across online platforms.
Online Market Research is a research method in which
the data collection process is carried out over the Internet. Online Market
Research can be either Qualitative or Quantitative. Qualitative Online Tools include Video
Ethnography and Market Research Online Communities (MROCs). Quantitative Online Methods include mobile
and app surveys.
This research can evaluate the performance of a
product or service and may allow companies to gather understanding into
consumer purchasing behavior. With the rising use of the Internet, online research
has become a popular tool among market research firms.
Online research can provide additional information
about a buyer, such as her prior purchasing history. Online research projects
can be carried out by a company itself or by a hired research firm.
Advantages of online marketing research:-
(1) Cost-effective:- Online research eliminates the
need for physical materials, travel or venue costs, making it much cheaper than
traditional research methods. Many online tools offer free, one-off or low-cost
options, making it accessible to businesses of all sizes.
(2) Speed and efficiency:- Data collection can be
immediate, allowing businesses to gather understandings and make decisions
quickly. Online surveys, for instance, can reach thousands of respondents in a
matter of minutes, significantly speeding up the research process.
(3) Real-time data and continuous monitoring:- Online
platforms, such as social media listening tools and website analytics, provide
real-time insights. This allows businesses to track trends, customer sentiment
and market changes continuously, enabling more agile decision-making.
(4) Environmental impact:- Conducting research online
reduces the need for paper and other physical resources, making it a more
sustainable option. This can also resonate positively with environmentally
conscious consumers.
(5) Wider reach and global access:- The internet
allows businesses to access a global audience, making it easier to gather data
from diverse demographics. This is particularly advantageous for companies that
operate internationally or are looking to expand into new markets.
(6) Better targeting and personalization:- Online
tools enable businesses to precisely target specific customer segments,
ensuring that the data collected is highly relevant. Behavioral targeting and
data analytics allow companies to gain deeper insights into specific customer
preferences and behaviors.
(7) Convenience and flexibility:- Respondents can
participate at their own convenience, leading to potentially higher response
rates. Online tools offer flexibility in research methods, from surveys to
social media analysis, allowing businesses to choose the most appropriate
approach for their needs.
Disadvantages of online marketing research:-
(1) Limited representativeness:- Not everyone has access to the internet,
potentially excluding certain demographics and leading to biased results.
(2) Data quality concerns:- Without face-to-face
interaction, it can be challenging to verify the authenticity of responses, and
survey fatigue may affect data quality.
(3) Privacy and security issues:- Collecting personal data online raises
concerns about data protection and compliance with regulations like GDPR (General
Data Protection Regulation). That’s why it’s crucial to stay on top of these
regulations when conducting research.
TYPES OF ONLINE MARKET RESEARCH:-
There are various types of online market research
methods that businesses can use to gather insights about their target market,
competitors and industry trends. Each method serves a different purpose and can
be used in different contexts.
(1) Online surveys and questionnaires:- Who: Product Managers, Market Researchers, Consumer
Insights Specialists. All three may use surveys to gather customer feedback on
new products or ads, understand customer satisfaction or track brand
perception. Surveys are extremely helpful in making decisions about product or
ad development and improvements.
(2). Social media listening and analysis:- Who: Social Media Managers, Brand Managers. Social
media managers and brand managers monitor social media platforms to measure
public opinion, track brand mentions and respond to trends. This is especially
useful for brands focusing on engagement and reputation management.
(3) Online focus groups:- Who: Market Researchers, Brand Strategists. Market
researchers and brand strategists use online focus groups to gain in-depth
insights into customer attitudes and preferences. This method is beneficial for
exploring new ideas or testing concepts before a full market launch.
(4) Online panels:- Who: Market Research Analysts, Consumer Insights
Specialists. Analysts conducting ongoing studies use online panels to track
consumer behavior over time. This method is valuable for brands looking to
monitor changes in customer preferences or loyalty over extended periods.
(5) Online customer reviews and feedback:- Who: Customer Experience Managers, Product Developers.
Customer experience managers and product developers analyze online reviews to
identify common customer pain points and areas for improvement. This data is
critical for enhancing product quality and customer service.
(6) Behavioral tracking:- Who: UX (User Experience) Researchers, Web Analysts. UX
Researchers and Web Analysts use behavioral tracking tools like heatmaps (Heatmaps
use color-coding to visualize data magnitude, revealing patterns, trends, and
correlations in complex datasets by mapping values to colors ) to understand
how users interact with a website or app. This method is valuable for
identifying usability issues and improving overall site or app design.
(7) Online marketplaces and sales data
analysis:- Who: E-commerce Managers,
Retail Analysts.
E-commerce managers and retail analysts analyze sales
data from platforms like Amazon or Shopify to track product performance and
identify trends. This method helps in optimizing product listings, pricing
strategies and inventory management.
(8) Crowdsourcing:- Who: Innovation Managers, Product Designers. Innovation
managers and product designers use crowdsourcing platforms to gather ideas and
feedback from a broad audience. This method is ideal for generating creative
solutions or crowdsourcing opinions on new concepts.
(9) Competitor analysis tools:- Who: Competitive Intelligence Analysts, SEO /SEM (Search
Engine Optimization / Search Engine Marketing) Specialists.
Competitive Intelligence Analysts and SEO/SEM
specialists use these tools to track competitors' digital strategies. They
focus on benchmarking performance, identifying market gaps and improving search
engine rankings or advertising campaigns.
ONLINE PR or DIGITAL PR (PUBLIC RELATIONS) :-
Online public relations, also known as E-PR or digital
PR. When you think of online PR, you might think of submitting press releases
digitally. Online PR is the digital version of traditional public relations.
Online PR is the process of managing the reputation
and creating a positive image for a business, brand, or individual through
digital platforms, especially via media tools on the internet. By adapting traditional
PR strategies to the digital world, brands can engage with their target
audiences, build trust, and create a positive perception through Online PR.
Online PR, is a marketing strategy designed to earn
brand coverage and links in the right places; where your target audience sits
online, i.e. key authoritative publications and websites in your niche. With
consistency, over time this serves to boost brand awareness, and improve
topical authority and online visibility - supporting SEO
What are the benefits of digital PR?:-
When you begin a digital PR campaign, you’re striving
to improve brand awareness and online presence.
(1) Boost website traffic:- Once your brand gets
mentioned online more frequently, more people will start to visit your website.
(2) Improve SEO and search ranking score:- When your
content is published on high-authority sites that link to your website, your
SEO ranking will improve for your target keywords.
(3) Establish a company as an authority:- Publishing
high-quality articles on authority sites will improve your reputation as a
credible source of information and improve trust.
(4) Be cost-effective:- The benefit of PR is that it
doesn’t need to cost the earth. A simple press release or reach out to an
established journalist or blogger could get traction.
(5) Improve your brand image and increase trust:- Your
target audience will begin to hear more good things about your brand and see an
increased number of positive customer reviews.
(6) Easily track success:- Unlike traditional PR which
was often aimed at a broad audience and hard to measure, using tracking
parameters you can see how your PR campaign is performing.
(7) Generate leads and sales:- Once your brand is
mentioned more frequently, you will generate leads from people who visit your
website leading to more sales.
Types of Online PR:-
(1) Press Releases:- Sharing newsworthy announcements to secure press
features. Press releases are an essential component of digital PR as they help
distribute information to the media and the public. Here are different types of
digital press releases a digital PR agency may use:-Traditional Press Release, Online
Press Release, Social Media Press Release, Event Press Release, Product Launch
Press Release etc.
(2) Digital Magazines / Newsletters:- If you have a strong following, creating an email
newsletter or digital magazine can be a powerful tool to create top-of-mind
awareness for your brand. If you use one of these tools, remember to include
informational content rather than sales material. Consumers will open your
newsletters only if they know they’ll learn or benefit from them.
(3) Interviews:- Sharing a video interview that’s personal and
inspirational can win over your audience and potentially earn media from other
channels.
(4) Live Streaming Video:- Social media makes it very easy to reach your
audience in real-time, which used to be only possible through TV. When you
share live video through your phone, your followers can join the live stream or
catch the highlights afterward. Covering events as they happen considerably
increases your social reach and following, and you can always post more
polished edited videos later.
(5) Guest Blogging:- Whether you’re guest blogging on another site or
inviting someone to blog on your site, building an online network of thought
leaders helps you quickly gain new followers. Guest blogging on other sites
will help you draw viewers to your site, as will featuring guest bloggers.
(6) Behind-the-Scenes Photos / Video:- Showing your audience what your company is like
“behind-the-scenes” will build brand trust and spread a positive brand message
across social platforms.
(7) Contests:- Social media contests are a great way to engage consumers and gain
shared online media. By offering your audience a gift, you can point their
attention to other elements of your brand. Plus, social media contests aren’t
expensive because word-of-mouth spreads so quickly (especially if you ask
contestants to share with their friends).
WEB ANALYTICS:-
Web analytics is a tool that helps businesses track
and analyze what’s happening on their website. It gathers information on user
interaction with your content, traffic sources, and visitor behavior. You may
use this information to make well-informed decisions that will enhance your website
and your entire efforts at digital marketing.
Web analytics in digital marketing assists companies
in making well-informed choices. Businesses may increase client interaction,
refine their tactics, and ultimately get better outcomes by monitoring important
indicators like user behavior and conversions.
Components of Web
Analytics to how to know customer activities means behavior.
(2) Page Views:- Keeps track of how many times each
page on your website is seen, which can help you determine which content
appeals to your audience the most.
(3) Bounce Rate: Determines the amount of users
that leave your website after only one page is seen, suggesting possible
problems with user experience or connection.
(4) Conversion Rate: Monitors the amount of site
visitors that finish a desired activity, such buying something or subscribing
to a newsletter.
(5) User Behavior: Determines which pages users
view, how long they remain on your site, and where they leave off after
navigating through it.
(6) Exit Pages: Determines which pages users were
on when they left your website, providing information about potential problems
with the design or content that may need to be fixed.
(7) Goal Tracking: This enables you to
monitor how well your website is performing about specified goals, such as form
submissions or downloads.
Web analytics tools:-
Web analytics tools report important statistics that
can help businesses understand what's happening on their website or web app and
use the insight to make decisions.
These tools are also used for product analytics,
social media analytics and marketing analytics.
(1) Google Analytics (GA):- GA is a web analytics service to monitor
website traffic, behaviors and conversions. Available free to any user with a
Google account, it includes numerous tools to capture customer insights from
across devices and platforms.
(2) HubSpot:- HubSpot's marketing analytics and
dashboard software helps measure the performance of websites, landing pages,
emails, social media accounts and other marketing assets from a single
dashboard. Like GA, HubSpot offers some services for free; more capabilities are
available in a paid version.
(3) Semrush:- Semrush provides useful
information about a site's health, keyword rankings, traffic trends, and the
impact of these aspects on overall performance from a single dashboard. Its
tool suite integrates with other analytics platforms to generate more useful
and actionable insights.
(4) Crazy Egg. Crazy Egg enables site owners to better
understand site visitors and their behaviors and use this information to
optimize the site. It includes numerous features to understand customer
journeys, get user feedback and analyze website content, such as heatmaps,
traffic analysis, A/B testing, error tracking and user session recordings.
(5) Microsoft Clarity. Microsoft Clarity collects user experience data
as those users interact with a website. It is installed on the site using a JavaScript tracking code
and is free to use.
(6) Kissmetrics:- Kissmetrics is a customer analytics platform that
gathers website data and presents it in an easy-to-read format. The platform
also serves as a customer intelligence tool,
as it enables businesses to dive deeper into customer behavior and use this
information to enhance their website and marketing campaigns.
Two Main Types of Web Analytics:-
1. On-Site Web Analytics: This method focuses on
examining how users interact with your website. Monitoring information like
page views, bounce rates, and conversion rates, assists companies in better
understanding how users engage with their websites and improving user
experience.
2. Off-Site Web Analytics:- Off-site analytics
evaluates a company's whole online presence, including how well your website is
doing to others. It monitors data like search engine rankings, social media
mentions, and general exposure to determine how well your internet marketing
campaigns are working.
Types of Web Analytics in Digital Marketing:-
(1) Descriptive Analytics:- Past events are the
main focus of this type. To offer insights into previous performance, it
gathers historical data such as website traffic, page views, and bounce rates.
(2) Diagnostic Analytics:- Diagnostic analytics
examines the data in further detail to determine the cause of an event. It assists
in determining the causes of high bounce rates or a drop in traffic.
(3) Predictive Analytics:- Predictive analytics
makes future trends and behaviors predictions based on past data. It assists
companies in anticipating consumer behavior and adjusting their marketing
strategies accordingly.
(4) Prescriptive Analytics:- This advanced form
of analytics makes recommendations for particular steps to follow to achieve
future results. It recommends the optimal course of action by combining machine
learning and data analysis.
(5) Real-Time Analytics:- Real-time analytics
track the activities of a website in real-time. It helps monitor ongoing
campaigns, quickly analyzing user behavior, and making quick corrections.
(6) Behavioral Analytics:- This type of analytics,
which focuses on user behavior, monitors how users interact with your website,
including page clicks and time spent, and helps you improve user engagement by
optimizing the user experience.
Benefits of Web Analytics in Digital
Marketing:-
(1) Improves Decision-Making:- Web analytics
ensures that your marketing efforts are more successful by letting you know
what is and is not working, allowing you to make more informed decisions.
(2) Tracks Campaign Performance:- You can quickly
track the effectiveness of marketing campaigns and see which tactics are generating leads,
sales, and traffic, which will help you focus your future efforts.
(3) Enhances User Experience:- By examining user
behavior, you may pinpoint areas where your website is lacking and implement
fixes to provide users a more seamless and pleasurable experience.
(4) Boosts Conversion Rates:- Businesses may use
web analytics in digital marketing to pinpoint visitor drop-off points and make
adjustments that improve customer engagement and conversion rates.
(5) Optimizes Marketing Budget:- By optimizing
your return on investment, cutting down on waste, and concentrating resources
on the most productive channels, web analytics helps you spend your marketing
budget properly.
(6) Provides Competitive Edge:- Continuous
performance monitoring helps you remain ahead of the competition by seeing
emerging trends and opportunities, which enables your company to react swiftly
to shifts in the market.
WHAT IS WEBSITE TRAFFIC:-
Website traffic is the number of people who visit your
website or in digital marketing, traffic refers to the number of visitors who
land on your website or digital property traffic can be measured in a variety
of ways, but the most common metric is "page views." A page view
occurs when someone views a page on your site. It’s a core performance
indicator that tells you how many people are engaging with your brand
online, whether through search engines,
ads, social media, or email. But not all traffic is equal, some visitors are
genuinely interested in what you offer, while others bounce without any action.
Types of Traffic:-
(1) Organic Traffic:- Visitors who find your
site through search engines like Google without clicking on ads. It’s the
result of good SEO practices. Organic traffic is the visitors who find your
site through search engines like Google without you paying for it. They come
across your site naturally in search results. Generally, people use Search
Engine Optimization to increase their website's organic traffic.
(2) Paid Traffic:- Visitors who visit your site
through paid advertisements, like Google Ads or social media ads. It’s a quick
way to get targeted visitors. As the
name suggests, Paid Traffic refers to the visitors who visit your
site through ads you pay for. For example, with Google Ads or Meta Ads, you pay
to have your ads shown in different places online, which drives people to your
site. Paid traffic can bring visitors to your website quickly, which is great
when you need fast results. It’s especially useful while waiting for your
organic traffic to grow, which can take time.
(3) Referral Traffic:- Visitors who land on your
site by clicking a link from another website. It’s a sign that other sites find
your content valuable. Referral Traffic
is the traffic that comes to your website when someone clicks on a link from
another website. Why is this important? When other sites link to yours, it’s
called a backlink.
Backlinks are important because they bring more
visitors, give your site some extra "link juice," and boost your
online reputation. The better your site’s reputation, the higher your chances
of ranking for more keywords in search engines.
(4) Direct Traffic:- Visitors
who type your website’s URL directly into their browser or use a bookmark. It
usually indicates brand loyalty or strong direct recognition.
Referral Traffic is the traffic that comes to
your website when someone clicks on a link from another website. Why is this
important? When other sites link to yours, it’s called a backlink.
Backlinks are important because they bring more
visitors, give your site some extra "link juice," and boost your
online reputation. The better your site’s reputation, the higher your chances
of ranking for more keywords in search engines.
(5) Social Traffic:- Social traffic means traffic from
social media platforms like Facebook, Twitter, and Instagram. In this, people
visit your site after clicking on a link shared on these platforms. How does Social Media help? Good
social media marketing can help you get more visitors to your site by sharing
content and engaging with your audience on these platforms.
PROMOTING WEB TRAFFIC:-
Promoting web traffic means using different online
marketing strategies and techniques to attract visitors (users) to a website OR
Promoting Web Traffic refers to the systematic process of attracting,
increasing, and managing the number of visitors (users) to a website by using
various online marketing strategies, tools, and communication channels such as
search engines, social media platforms, advertisements, emails, and referral
links. . The main aim is to increase the number of people visiting a website,
improve brand visibility, generate leads, and ultimately achieve business goals
such as sales, registrations, or engagement. In digital marketing, a website is
like a shop, and web traffic promotion is the method used to bring customers
into that shop. In simple words, web traffic promotion is the practice of
bringing people to a website so that they can view content, interact with
services, or perform desired actions like registration, purchase, or inquiry.
Example:- Suppose you have created a
website www.examhelp.com that provides study materials for BSc IT students. If
no one knows about your website, no visitors will come.
So you:- Share the link on Instagram
& WhatsApp, Run Google Ads, Write
blogs optimized for search engines, Send emails to students, All these
activities together are called Promoting Web Traffic.
Types of Promoting
Web Traffic:-
Web traffic promotion is
mainly divided into two
(1) Organic
Traffic (2) Paid Traffic
(1) Organic
Traffic :- Organic
traffic comes from unpaid sources, mainly through search engines.
Techniques of Organic
Traffic Promotion
(a) Search Engine
Optimization (SEO):- SEO helps your website appear on Google search results
naturally.
Example:- If someone
searches “Digital Marketing Notes PDF” and your website appears on page 1, the
visitor is organic traffic.
SEO Includes:- Keyword
optimization, Quality content, Meta tags, Backlinks, Mobile-friendly design.
(b) Content Marketing:- Creating
valuable content like:- Blog posts, Articles, Videos, Infographics.
Example:- Writing a blog on
“Top 10 Digital Marketing Tools for Students”, Students read it and visit your
website regularly.
(c) Social Media (Organic):-
Sharing content on Facebook, Instagram, LinkedIn, Twitter (X)
Example:- Posting website
links on a college WhatsApp group or Instagram post.
(2) Paid Traffic:- Paid traffic means paying
money to bring visitors to your website.
Types of Paid
Traffic
(a) Search Engine Marketing /
Pay-Per-Click (SEM / PPC) :- Running paid ads on search engines.
Example:- Google Ad for
keyword like “Online MCA Coaching”, Every time someone clicks, you pay Google.
(b) Social Media Advertising:-
Paid ads on platforms like Facebook Ads, Instagram Ads, YouTube Ads.
Example:- Instagram ad
promoting a NEET preparation website targeting students.
(c) Display Advertising:- Banner
ads shown on other websites.
Example:- A banner showing
“Join Online IT Courses” on educational blogs.
(3) Referral
Traffic:- Traffic
coming from other websites via links.
Example:- A blog website
links your site:- “For more notes, visit www.examhelp.com”
Users clicking that link are
referral traffic.
(4) Direct Traffic:- Visitors who directly type your website URL.
Example:- User types:- www.examhelp.com,
This usually happens when:- Brand is popular , Website is bookmarked
(5) Email Marketing Traffic:- Traffic generated through emails.
Example:- Sending an email to “Download Free BSc IT Notes – Click Here”
Users clicking the link visit your website.
(6) Influencer Marketing Traffic:- Influencers promote your website on social
platforms.
Example:- An education YouTuber promotes your online coaching website.
(7) Video Marketing Traffic:- Using video platforms like:- YouTube, Reels, Shorts
Video
Example::- A YouTube video:- “How to Crack NEET 2026”, Link given in
description leads to your website.
LATEST DEVELOPMENTS AND STRATEGIES IN DIGITAL MARKETING:-
LATEST
DEVELOPMENTS IN DIGITAL MARKETING :- Here are the latest developments in digital
marketing (2025–2026). Digital marketing is continuously evolving due to rapid
growth in technology, artificial intelligence, internet usage, mobile devices,
and changing consumer behavior. In recent years, digital marketing has moved
beyond simple online advertisements to data-driven, AI-powered, personalized,
and interactive marketing.
The following are the latest
and most important developments in digital marketing.
1. Generative
Artificial Intelligence (AI) in Digital Marketing:-
What is Generative AI?:- Generative
AI refers to advanced artificial intelligence systems that can create content
such as text, images, videos, audio, designs, and even marketing strategies
automatically.
Popular AI Tools Used in
Marketing:- ChatGPT (OpenAI) – content writing, ad copy, email marketing, Google
Gemini – SEO content and ad planning, Midjourney / DALL-E – image and poster
creation, Canva AI – social media creative, HubSpot AI – CRM and automated
campaigns
How AI is Changing
Digital Marketing:-
i.
Content Creation:- AI writes blogs, product descriptions, captions,
emails, and scripts in seconds.
ii.
Ad Copy Optimization:- AI tests multiple ad versions and selects the
best-performing one.
iii.
Customer Behavior Analysis:- AI predicts what customers want before they
buy.
iv.
Chatbots & Virtual Assistants:- 24×7 customer support without human
staff.
Example:- Amazon uses AI to
recommend products based on previous searches and purchases.
Impact:- Saves time and cost,
Improves accuracy, Increases conversion rate
(2) Hyper-Personalization Using Data &
AI:- Meaning, Hyper-personalization means delivering customized content, ads,
and offers to individual users, not
just groups.
How It Works:- Uses
AI + Big Data, Tracks user behavior: clicks, searches,
purchases, location
Examples:- Netflix recommending movies, Spotify
creating “Daily Mix” playlists, Amazon showing personalized deals
Why It Is Important:- Customers feel
valued, Higher engagement, Better customer satisfaction
(3) Zero-Party and First-Party Data
Marketing:- What is Zero-Party
Data?, Data that customers voluntarily share, such as:- Preferences, Feedback, Survey
responses, Interests
Why
This Is a New Development:- Due to
privacy laws like GDPR (General Data Protection Regulation ), cookie tracking
is reducing.
Examples:- Online quizzes,
Preference forms, Newsletter subscriptions
Benefits:- Trust building, Legal
compliance, Accurate targeting
(4) Search Is Changing: GEO & AEO
(Beyond SEO):- Traditional
SEO:- Optimizing websites to rank on Google search results.
New Concepts:-
(1) AEO –
Answer Engine Optimization Content optimized for direct answers.
(2) GEO –
Generative Engine Optimization Content optimized for AI tools like ChatGPT and Google SGE.
Example:- When
a user asks ChatGPT:- “Best digital marketing institute in India”, Brands want
their name to appear in AI answers.
Importance:- Less
dependence on website clicks, More focus on authority and trust
(5) Short-Form Video & Video-First
Marketing:- Platforms:- YouTube
Shorts, Instagram Reels, TikTok, Facebook Reels
Why Video Is Dominant:- High
engagement, Easy consumption, Algorithm preference
Uses:- Product demos, Tutorials,
Influencer promotions, Brand storytelling
Example:- Zomato uses humorous short
videos for promotion.
(6) Influencer Marketing (Micro & AI
Influencers):- Types:- Mega
Influencers – celebrities, Micro
Influencers – niche audiences, AI
Influencers – virtual personalities
Example
of AI Influencer:- virtual Instagram influencer
Why Influencer Marketing Is Growing:- Trust
factor, Better reach, Authentic promotion
(7) Social Media as a Search Engine (Social
SEO):- People search on:- Instagram, TikTok, YouTube
Example;- “Best phone under 20,000”
searched on YouTube.
Optimization Methods:- Keywords in
captions. Hashtags. Voice text in videos
(8) Shoppable Content & Social Commerce:-
Meaning:- Buying
products directly from, Instagram, Facebook, YouTube, WhatsApp
Examples:- Instagram Shop, YouTube
product links, Amazon Live,
Advantages:- Faster purchase, Less
friction, Higher sales
LATEST STRATEGIES IN DIGITAL MARKETING:-
Digital marketing strategies are continuously evolving
due to artificial intelligence, social media growth, mobile usage, privacy
laws, and customer-centric approaches. Modern strategies focus not only on
selling products but also on building relationships, trust, engagement, and
measurable performance.
Below are the latest digital marketing strategies.
1. AI-powered digital marketing
strategy:- Meaning, This strategy uses Artificial Intelligence (AI)
to automate, analyze, and improve marketing activities such as content
creation, customer targeting, ad optimization, and customer support.
How It Works:- AI analyzes customer data, AI predicts buying behavior, AI creates and
optimizes ads and content, AI chatbots handle customer queries 24×7
Example:-Amazon uses AI to
Recommend products based on past purchases, Send personalized emails, Optimize
ads automatically
Why It Is Important :- Reduces manual work, Increases
accuracy, Improves conversion rate
2. Hyper-personalization
strategy:- Meaning, Hyper-personalization means providing highly
customized content, ads, and offers to individual users, not just general
audiences.
How It Works:-
Uses AI + Big Data, Tracks browsing history, location,
interests, Shows different content to different users.
Example:- Netflix
recommends movies and series based on:- Watch history, Search behavior. User
ratings
Benefits:- Better
user experience, Higher engagement, Strong customer loyalty
3. Content
experience strategy;- Meaning, This strategy focuses not only on
creating content but also on how users interact and experience the content.
Key Elements:-
Interactive content, User-friendly design, Personalized landing
pages, Storytelling
Example:- Byju’s
uses:- Interactive videos, Quizzes, Personalized dashboards for students
Advantages:- Users
spend more time on the website, Higher trust, Better learning and engagement
4. Video-first
marketing strategy:- Meaning, This strategy prioritizes video content
over text or images because videos attract more attention and engagement.
Platforms Used:- YouTube Shorts, Instagram Reels,
TikTok, Facebook Reels,
Types of
Videos:- Short promotional videos, Product demonstrations, Live
streaming,Tutorials
Example:-Zomato
uses short funny videos on Instagram Reels to promote offers and build brand
recall. Why This Strategy Works:- Easy
to understand, Highly shareable, Algorithm-friendly
5. Influencer
& creator marketing strategy:- Meaning, Brands collaborate with influencers
and content creators to promote products to their followers.
Types of
Influencers:- Mega influencers (celebrities), Micro influencers
(small but loyal audience), AI influencers (virtual personalities)
Example:- Mamaearth
collaborates with beauty influencers on Instagram and YouTube to promote
skincare products.
Benefits:- High
trust, Better reach, Authentic promotion
6. Social
commerce strategy:- Meaning, Selling products directly through social media
platforms without redirecting users to external websites.
Platforms:- Instagram
Shop, Facebook Marketplace, WhatsApp Business, YouTube Shopping
Example:- A
clothing brand sells dresses directly via Instagram Shop,
where users can view, select, and purchase without leaving Instagram.
Advantages:- Faster
buying process, Higher impulse purchases, Increased sales
7. Conversational
marketing strategy:- Meaning, This strategy focuses on real-time
communication with customers through chat and messaging platforms.
Channels:- Website
live chat, WhatsApp Business, Instagram DMs, Chatbots
Example:- HDFC
Bank uses WhatsApp chatbots to:, Check account balance, Provide loan
information, Answer FAQs.
Benefits:- Instant
response, Better customer satisfaction, Improved lead generation.
8. Performance
marketing strategy:- Meaning, In performance marketing, advertisers pay
only when a specific action occurs, such as clicks, leads, or sales.
Performance
Metrics:- CPC (Cost Per Click), CPA (Cost Per Acquisition), Conversion
rate
Platforms:- Google
Ads, Meta Ads, LinkedIn Ads
Example:- An
e-commerce company runs Google Ads and pays only when users click and purchase
products.
Benefits:- Measurable
results, Budget control, Data-driven decisions
9. Marketing
automation & crm strategy:- Meaning, Using automation tools and CRM software to
manage leads and customers efficiently.
Tools:- HubSpot, Salesforce, Zoho CRM (customer relation management)
Example:- An
online institute automatically sends:- Welcome emails, Course reminders, Follow-up
messages
Advantages:- Lead
nurturing, Time saving, Improved sales performance
THE HAPPY ENDING OF THE UNIT 5
No comments:
Post a Comment
PLEASE DO LEAVE YOUR COMMENTS