7609 Digital Marketing

7609-Digital Marketing [MBAFT-S3-DU] Cover Sep24.
pdf - September 10, 2024

DIGITAL MARKETING
Editorial Board
Dr. Hari Shankar Shyam
Professor - Marketing, Sharda School of Business Studies, Sharda University
Dr. Lalit Kumar Sharma
Dean & Professor, MIMT, Greater Noida
Content Writers
Dr. Supreet Kaur, Ms. Tanusha Jain,
Dr. Rutika Saini, Dr. Anuj Jatav,
Dr. Anupreet Kaur Mokha
Academic Coordinator
Mr. Deekshant Awasthi
© Department of Distance and Continuing Education

ISBN: 978-81-19417-60-5
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management@col.du.ac.in
Published by:
Department of Distance and Continuing Education
Campus of Open Learning, School of Open Learning,
University of Delhi, Delhi-110007
Printed by:
School of Open Learning, University of Delhi
DIGITAL MARKETING
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© Department of Distance & Continuing Education, Campus of Open Learning,

Contents
PAGE
Lesson 1: Digital Marketing 1–18
Lesson 2: Digital Marketing Strategies 19–56
Lesson 3: Consumer Behaviour in the Digital Era 57–76
Lesson 4: Social Media Analytics 77–114
Lesson 5: Internet Marketing Strategy and Content Marketing 115–139
Glossary 141–143
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7609-Digital Marketing_TOC.indd 2 14-Aug-24 3:55:40 PM
L E S S O N
1
Digital Marketing
Dr. Supreet Kaur
Assistant Professor
Department of Commerce
University of Delhi
Email-Id: supreetkaur@commerce.du.ac.in
STRUCTURE
1.1 Learning Objectives
1.2 Introduction
1.3 Traditional Marketing v. Digital Marketing
1.4 Digital Marketing Strategies
1.5 Digital Markets
1.6 Digital Marketing Plan
1.7 Summary
1.8 Answers to In-Text Questions
1.9 Self-Assessment Questions
1.10 Suggested Readings

Understand the evolving concept of digital commerce and its dimensions.
Explore social media as an effective strategy.
Differentiate between traditional marketing and digital marketing.
Understand the basics of a digital marketing plan.
Learn the varied types of a digital marketplace.
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DIGITAL MARKETING
Notes
1.2 Introduction
Digital Marketing is an evolving concept which encompasses varied in-
teractive marketing strategies. In the present era of integrated technology,
it has become a quintessential element of any marketing strategy. It may
be defined as a direct form of marketing technique wherein online and
digital technologies are utilised to connect with potential consumers. It
is operable through the world wide web using various interactive tech-
nologies such as emails, websites, online forums and various other media
of online communication. The term digital marketing was first mooted in
the year 1990 after the development of Web 1.0 wherein the users were
free to search for a vast array of information over the internet but they
were restricted in terms of sharing the same with others. Till the late
90s digital marketing was in the infancy stage as the majority of mar-
keters were not aware of using the same in their promotional activities
moreover, they were dubious about its effectiveness in reaching the vast
segment of the population as the consumers on the other hand are not
aware of and does not have the access to resources required for viewing
the digital content.
The transition phase from traditional marketing to digital marketing first
began in 1993 wherein the first clickable ad was initiated by “Hotwired”
to advertise their products on digital platforms and to reach a multitude
of people cost-effectively. Further, 1994 kickstarted various major devel-
opments in the arena of digital marketing. The incorporation of Yahoo!
in 1994 by Jerry Yang and David Filo was the augment of the internet
era and was referred to as Jerry’s Guide to the World. Yahoo was once
acclaimed to be the most favoured search engine providing an indefi-
nite range of products and services until it was taken over by the Giant
“Google” in 1998.
Over the years, Google took over the reign and whipped various search
engines out of the race. The period 1998-2006 marked the trinity of the
three major powers in search engines (Google, MSN, Yahoo). By 2006,
the total user base over these search engines had crossed the landmark
figure of 6.4 billion. Google has enormously been pushing the limits for
digital marketing since the early 2000s era and introduced the concept of
AdWords which offers the benefit to advertise a product using a three-line
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Digital Marketing
ad to grab the limelight whenever a keyword specific to the ad is punched Notes

into the Google search box.
The launch of Web 2.0 in 2006 was the breakthrough in the era and it
was intended to handle data more effectively. With the rising number of
users over the e-commerce platforms and onto various other search engines
there was a rising need for the launch of a web 2.0 as it was easily able to
manage the rising ratio of users. Therefore, over the years digital marketer
users started making use of advanced and enhanced technologies to reach
their targeted segments more effectively and efficiently.
The advent of social media websites in 2008 provided a major Philip
to the world of the digital era. The first very social media website was
the creation of Myspace and later the market was flooded with various
other social media websites such as Orkut, Facebook, Twitter, Snapchat,
Instagram and many more. These social media platforms offered many
opportunities for marketers to reach a vast segment of people. Marketers
made use of brand collaborations, celebrity endorsements, influencer-paid
partnerships, online banner ads, and user-specific ads to make a lasting
impact on the mind of the users. Further, the concept of cookies was
introduced which made it much easier for brands and marketers to track
the user’s activities across varied webpages and then provide suggestions
based on the same. For example, one must observe that whenever a person
checks for any product on the browser or even on any social platform
let’s assume Facebook then similar interests in articles, feeds, and posts
are reflected on his/her other social media pages such as Instagram, and
Pinterest. This was made possible through the usage of cookies by the
marketers.
With the effective utilisation of cookies, brands can analyse the browsing
habits of the users and then can suggest a focused marketing strategy
in a much better manner compared to traditional marketing strategies.
In present times, more than 95% of the potential customers are there
on various digital platforms therefore it is of utmost crucial for every
marketer to effectively utilise the plethora of opportunities available on
the digital chest to reach the vast segment of people.
As per the insights from Statista, there are over 4.26 billion social me-
dia users worldwide in 2021 which is projected to hit 6 billion by 2027
(Figure 1.1).
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DIGITAL MARKETING
Notes 7
6 5.85
5.64
5.42
5.17
Number of users in billions
5 4.89
4.59
4.26
4 3.9
3.51
3.1
3
2.73
0
2017 2018 2019 2020 2021 2022 2023* 2027* 2025* 2026* 2027*
Figure 1.1: Social Media Users Worldwide

(Source: Statista (2023))
1.3 Traditional Marketing v. Digital Marketing

Earlier, traditional marketing channels were extensively used to reach out
to the masses and they were the mediums such as TV, Radio, Billboards,
Posters, etc. With the advent of digital platforms, marketing activities have
also taken place over the digital web as through online or digital marketing,
marketers are easily able to reach out to a multitude of people in a cost-ef-
fective manner. Further, the restriction related to geographical boundaries
also vanishes. They are better able to serve the customers at their doorstep
using various modes of media. There are various modes of digital marketing
platforms used by marketers through which marketers reach out to a vast
segment of the population and the same are discussed in detail:
Effective utilisation of Search Engine Optimisation to improvise
the ranking of the brand and it could rank high and among the top
few links when a specific keyword is searched for.
Effective utilisation of various social media sites such as Twitter,
Facebook, Instagram, Pinterest, and Snapchat to advertise their
products more effectively and efficiently and create a lasting
impression using emotion-laden videos, images, reels etc.
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Digital Marketing
Promotion using personalised emails, notifications, newsletters and Notes

sharing the content regards upcoming offers, and discounts to the
users individually.
Utilising the networking opportunities widely available on platforms
like LinkedIn to connect with distributors, sellers, wholesalers, and
retailers globally.
Promotions through email as well as newsletters are the next most
used online digital marketing strategy, to boost the effectiveness of a
brand by reaching out to the target consumers on a one-to-one basis.
Effective utilisation of paid pop-up and banner advertisements.
Paid partnerships with sponsors, and influencers.
The various channels as mentioned above are effectively utilised by
various marketers to advertise their products in a more focussed and
enhanced manner as compared to the traditional means of marketing.
There are several other striking features between the traditional medium
of marketing and digital marketing which are discussed in detail:
Medium: The major difference between traditional means and digital
channels is the medium through which the audience can get the
message. Traditional means uses the media such as TV, newspapers,
billboards, newsletter, magazines and various other print media to
deliver the promotional message to the customer whereas when
a marketer adopts the digital medium of communication it uses
channels such as emails, social media websites, banner ads, google
ads, social networking sites and many more.
Cost: The traditional means of channels as print media were infused
with heavy costs as compared to the online channels. There were
hefty costs when advertising a 30 seconds ad on television or a
radio channel whereas, on the other hand, a simple advertisement
on the various social media channels does not entail much cost and
is quite economical when compared and further it allows reaching
the vast segment of the population through one video or image
posted on a social networking site.
Quick and Effective: In the case of traditional marketing, the
average time to broadcast an ad is a time-consuming concept, an
advertisement on a TV channel or a Radio or a newspaper may take
a long for grabbing attention. Whereas an advertisement floated
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DIGITAL MARKETING
Notes on a social media platform will be quite quick and effective as a

focused platform is provided to the marketers for reaching the target
market. Effective digital marketing techniques help in analysing the
insights of any advertisement, its effectiveness and the interaction
rate apart from the number of visitors on the website.
Broad Platform: Digital marketing provides a much wider and
broad platform as compared to traditional means wherein one can
avail a specific column or a few seconds of ads on the TV.
Better Exposure: The choice of choosing the targeted customer
segmentation is not available in the case of traditional marketing
channels but in the case of digital marketing, marketers can decide
beforehand which specific platforms, and channels are to engage
to reach the targeted potential customers.
Enhanced Customer Engagement: Traditional means of marketing
do not allow marketers to have one-to-one interactive communication
with potential and existing customers whereas the present-day digital
channels offer a dedicated interface for the customers to interact
directly with the brand using various mechanisms such as e-mails,
direct messages, online forums and many more.
Continuous and Uninterrupted Ads: Since pushing an advertisement
is cost-effective and fast on digital platforms as compared to the
traditional mass media marketing strategy therefore it provides a
continuous and uninterrupted flow of advertisements to the consumers
and thus gains a higher retention rate.
Suitability: Digital marketing strategies are suitable for every type
and domain of business be it small or large. Every brand intends
to engage with their customers and since a great segment of the
population is there on the digital network and the reach is wide as
the international markets are also served using the same medium
therefore every marketer emphasises utilising digital marketing
strategies to make a larger impact.
Better Analytics: Google Analytics and various other alike analytical
platforms help in detecting the consumer traffic on the website and
using cookies the browsing habits of the customers can be tracked
and thus better-personalised ads can be floated to the customers
based on the same. Using the analytical software on digital platforms
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Digital Marketing
the major trending keywords can also be traced which is quite an Notes
impossible task in the case of a newspaper, or billboard advertisement.
Thus, digital marketing strategies are quite effective and instrumental in
reaching the targeted segment of customers as compared to traditional
means of marketing.
1.4 Digital Marketing Strategies

The significance of digital marketing has grown by leaps and bounds over
the past two decades and so does the competition in the marketplace. To
survive the heated competition, marketers are formulating varied market-
ing strategies to establish communication links with customers. Using
appropriate media channels, marketers are trying to reach and penetrate
a large pool of customers. As users have this very option of skipping an
ad on social media, therefore, marketers are very selective and creative
in making and placing the ad on varied social media channels and float
the advertisement keeping in mind the interest, tastes and preferences of
the customers. Thus, it is crucial to understand various digital marketing
strategies as discussed:
Online Presence: It is quintessential for any brand to enhance
its online presence by creating a verified social media page and
updating the consumers through personalised mail regards the same.
Enhance Social Media Reach: It is required that the marketers
shall not merely be dependent on the opening of the social media
accounts rather the effort should be directed towards creating a
presence through attractive coupons, vouchers and offers. The same
can be made possible using paid banner advertisements.
Consumer Engagement: Engagement of customers on social media
can only be possible through a digital marketplace. This can be
made possible through the feedback mechanism wherein customers
can provide feedback regards the brand on the verified social media
accounts of the brand. One fine example of the same is reflected in
the mobile marketing application of Pizza Hut wherein the number
of contests, coupons, vouchers, and deals can be seen on the main
page of the application to allure the customer and grab their attention
in a more focussed manner.
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DIGITAL MARKETING
Notes Search Engine Optimization: SEO is one of the most important

marketing strategies used by the majority of marketers using trending
and specific keywords on the search engines such as Google,
Yahoo, Firefox, MSN etc. Therefore, whenever any brand optimises
its website as per the search engine searches then it can reap the
maximum benefits. Thus, if a website is optimised then the name
of the brand will pop up in the first few hits of the search engine
results page and this will ensure that the customer will better be
able to see the brand and its advertisement. As represented in Figure
1.2, the moment a simple keyword such as Footwear is typed into
the Google search engine, the first few websites that pop up are
Myntra, Flipkart and Tata Cliq which shows the websites of these
brands are optimised in such a manner that whenever any user
searches for footwear they will be among top few ranked ones
which are easily visible to the customers.
Figure 1.2: SEO

(Source: Google Search Engine Result Page)
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Digital Marketing
Paid Banner Advertisements: Paid advertisements are increasingly Notes

used by the majority of users to reach their targeted customers
effectively. These ads are reflected as banner ads on third-party
applications wherein if a user clicks on the ad then it will be routed
to the homepage of the brand. For example, on the very homepage
of The Economic Times, one could see various banner advertisements
floating left and right of Nuvama (Figure 1.3).
Figure 1.3: Banner Advertisements

(Source: The Economic Times)
Brand Applications: Digital marketers are expanding their scope

to reach potential customers and for the same, they are not limiting
their marketing strategies to social media websites or a few search
engines rather they are launching their brand’s official application
to ensure that customers are directly engaged with the brand. In
order to grab the attention of the buyers, marketers float various
discounts and coupons on the official application of the brand. This
is referred to as digital mobile marketing.
E-mail Marketing: Email marketing is a form of personalised
marketing strategy wherein the brands send personalised emails to
their potential customers to inform them personally about upcoming
sales, discounts, offers, new products, etc. Such emails help in
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DIGITAL MARKETING
Notes reaching the customers personally and can help enhance the customer
retention rate.
Social Media Marketing: Social media marketing is quite effective
in enhancing the reach and scope of marketing. Social media
platforms such as Facebook, Instagram, Pinterest etc. provide an
array of opportunities to marketers and provide a wider scope to
serve both the domestic and international markets more effectively.
The brand can make its own brand pages and promote the content
on social media websites and it can majorly help small entrepreneurs
especially those living in far-flung areas.
Digital Marketing Automation: Automation helps in planning
varied marketing strategies in one place using an automated CRM
marketing platform. It helps in integrating all the marketing strategies
without there being a need for separate marketing strategies.
Influencer Marketing: Influencer marketing is one of the trending
forms of marketing wherein popular influencers are approached by
the marketers for collaboration and using paid partnership format
the brands are promoted on the official social media page of the
popular social media influencers. Such collaborations help marketers
to reach out the vast number of followers of those influencers.
This sort of marketing strategy is akin to celebrity endorsement
with the only difference being that the amount of investment in
influencer marketing is comparatively much less as compared to
celebrity endorsements.
Precautions for Effective Digital Marketing

A digital marketing strategy refers to planning the particular course of
action to be followed up by the marketers to reach and satisfy potential
customers. There are various strategies which are adopted by digital mar-
keters to achieve the stated objectives and goals but there few precautions
that are to be kept in mind:
The marketer has to keep in mind that the content is relevant and
interesting to engage the customers on a digital platform.
Proper planning with regard to the STP of the niche segments to
be served should be done.
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Digital Marketing
Continuous updation of the offered content on the web should be Notes

done so that relevance of the advertisement remains and it does
not strike boredom.
There should be updations, modifications and alterations with
respect to the products offered in the marketplace as there is stiff
competition coming from both domestic and international markets.
Marketers should be well aware of the strategies and techniques
adopted by their competitors so that a counter-strategy is prepared
accordingly.
There should be a mechanism for a quick response for customer’s
queries, complaints, else customers may divert to other websites in
case of dissatisfaction.
1.5 Digital Markets

A digital marketplace or e-commerce is a marketplace where buyers
and sellers interact with each other over the online platforms connected
through the world wide web to conduct transactions of sale and purchase.
A digital market offer such a marketplace wherein buyers and sellers can
interact with customers both domestically and internationally for the sale
and purchase of product or services. There are various digital market
platforms such as Amazon, Snapdeal, Flipkart and many more which are
performing well in India. Different kinds of business models are available
to facilitate the online buying and selling of goods and services.
Independent E-Marketplace: These are the classic business-to-
business marketplaces for buying and selling goods and services
online. Herein, by registering yourself on an independent marketplace
one can easily access the various bids, classified ads, tenders or
offers for the specific industry segment. The same sort of provision
is also available for the buyers, they can register themselves on
such websites and can buy products in bulk. For example Ebay.
Buyer-oriented E-Commerce Marketplace: This sort of marketplace
is majorly run by a consortium of buyers wherein buyers can directly
reach the suppliers via verified accounts and can place an order thus
saving heavy administrative costs and avail the best prices from
the supplier. As the catalogues of the suppliers are easily available
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Notes in a digital format therefore buyers can make a better selection of

goods. For example Exostar.
Vertical and Horizontal E-Commerce Marketplace: Vertical
marketplace helps a business to make use of all the products that
are available down the vertical line of operations. In this model,
sellers operate in a niche segment and don’t divulge into other
industries. It caters to specialised needs rather than serving the
broader markets. It allows for reducing the overall supply chain
cost and improves operational efficiency; For example Amazon. A
horizontal marketplace is such a market wherein buyers and sellers
with diverse and varied needs connect easily and buy and sell such
raw materials and products which are concerned with different
industries. For example Uber.
Business to Consumer Marketplace: It is one of the most important
types of digital marketplace which is extensively used for all kinds
of products online. This sort of marketplace offers an open space for
almost all industries wherein suppliers can list their products and
services on the marketplace and are offered directly to customers.
For Example Etsy, and Amazon Prime.
1.6 Digital Marketing Plan

A digital marketing plan is a comprehensive plan which provides for the
sequence of the various marketing strategies that will be followed by the
marketer to promote or advertise the products and services over the digital
platform. A digital marketing plan provides detailed guidelines regarding
the marketing strategies, their usage and related aspects for the successful
implementation of the strategy. It is a type of document which provides
for the strategic objectives of an organisation and the various market-
ing tactics which are adopted by marketers to reach out to customers.
Therefore, a digital marketing plan refers to the mechanism wherein a
digital marketing strategy is opted for by the marketer to engage, create
and attract customers. It is required that a marketer follows a sequential
step procedure to develop a digital marketing plan.
Step 1: Market Analysis: The foremost step in the process of development
of a digital marketing plan is market analysis. It helps in analysing the
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Digital Marketing
internal and external environment using the SWOT technique. It helps a Notes
marketer to better define and formulate a marketing strategy keeping in
mind the strength, weaknesses, opportunities and threats present in the
internal and external environment of the organisation. It will also provide
insights regards the suitable channels and mediums that can be pursued
by the marketer or the brand. Further, it will also help in ascertaining
the associated costs of different channels of interaction.
Step 2: Digital Marketing Goals: The next very step is to frame the
appropriate goals to ensure that all the marketing efforts are directed to-
wards the development of a focused and comprehensive marketing plan.
The development of an integrated marketing plan is indicative of the fact
the resources are meticulously planned and thus will ensure cost efficien-
cy. The marketing goals should be specific, measurable, actionable, and
realistic and should be executed in a time-bound manner. The goals are
structured in a manner keeping in mind the long-run vision of the brand
and therefore the strategies framed should conform with the same. The
goals should be specific in terms that how many customers the brand
is intending to reach within a time frame of one month, further what
will be its medium of communication so that it is better able to achieve
customer satisfaction and correspondingly enhance its profitability. Once
the desired goals of a brand are met then it can in a better manner be
able to compare the results of a marketing plan to the slated targets and
check for deviations. If the brand can keep a match to the set goals then
it will reflect that the adopted marketing strategies are quite effective
else vice versa.
Step 3: Selection of Digital Marketing Strategies: Marketers can opt
for various strategies that best suit them to promote and advertise their
brands. The selection of an apt marketing strategy depends on thorough
market research wherein the extensive and rigorous procedure of target-
ing, segmentation and positioning of the target market is done. Once the
STP is done, then based on the same marketers can decide upon the best
marketing strategies to be followed to reach out to the customers over
the digital platform. The brand can rightly follow the given strategies to
reach its potential customers more effectively and efficiently.
It can make effective utilisation of paid ads on various social media
platforms to interact with potential users and customers. The existence
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DIGITAL MARKETING
Notes of the brand in the market can be communicated using paid banner ads,
Facebook video ads, youtube and Instagram paid advertisements.
Influencer marketing can also be adapted to introduce and establish a
brand on the market shelves. Influencers have the power to influence
the purchasing decisions of their followers on their official social media
page therefore such paid partnership programmes can be followed up.
Using the right benefit of the technology, brands can also use these so-
cial platforms as a mechanism for consumer redressal as it will boost
the confidence of the consumers in the brand and will provide a one-to-
one platform for the better redressal of the complaints. Products reviews
and feedback surveys can help enhance the brand image and customer
satisfaction.
Integrating the brand with the appropriate and relevant search keywords
will also boost the brand’s visibility on the internet. Henceforth, search
engine optimization can be the best strategy to enhance the customer
retention rate.
Special discounts, early bird offers, vouchers, coupons, special deals,
and special day sales can be communicated to potential customers using
personalised email marketing, SMS marketing or WhatsApp marketing.
Step 4: Implementation of Selected Digital Marketing Strategies: To
implement the selected digital marketing strategy such as paid banner
ads, thank you email marketing, Facebook marketing and many more, a
brand must go for an automation tool as this will facilitate the market-
ers to properly manage, administer and implement the selected digital
marketing strategy.
Step 5: Analysing and Measuring the Results and Deviations: This is the
last step in the process of a digital marketing plan wherein the implemented
digital marketing strategies are carefully analysed and the results obtained
are measured using key parameter indicators. It will help the marketers
to meticulously measure the results of the adopted marketing strategies
on various social media websites, search engines and similar websites.
KPIs (Key Performance Indicators) provide insights about the customer
retention rate, return on investment, number of visitors, website traffic,
website optimisation rate and many more. Therefore using specific KPIs
a marketer will be able to assess the efficacy of the implemented digital
marketing strategy. In case, any deviations arise then timely actions for
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Digital Marketing
the same can also be taken up. A digital marketer can also look into the Notes
real-time data using a data visualisation system which offers the facility
of knowing customer engagement on the brand’s website or social media
page. Thus, a digital marketing plan entails a detailed marketing strategy
with a proper check on the measured results to ensure that brands can
create a lasting impression on the minds of consumers.
1.7 Summary
In a technology-integrated era, digital marketing has taken over and re-
defined the marketing industry. Brands are much more inclined towards
engaging their customers using digital media and boosting the retention rate
and engagement rate of the customers. Suitable marketing strategies help
in enhancing sales, public image of the brand, profitability and long-term
prospects of the brand. Marketers can make the best use of various digital
marketing strategies such as paid banner ads, email marketing, Facebook
marketing, Twitter marketing, Instagram marketing, and search engine
optimisation to reach out to the targeted customers more effectively and
efficiently as the digital marketing techniques are cost-effective and quick
as compared to traditional means of marketing. There are four formats
of the digital marketplace: Horizontal and vertical digital marketplace,
Business-consumer digital marketplace, independent marketplace and
buyer-oriented marketplace. Further, there are various steps involved in
the development of a digital marketing plan and they should be carefully
undertaken to develop effective digital marketing strategies.
CASE STUDY
Philip Electronics, a well-established electronics brand in Armenia is
famous for its high-end, innovative and classic refrigerators. It was
founded by James Phillip in 1975. Since the electronic segment has
undergone a massive change over the past few decades and is highly
dynamic and competitive with elusive competition coming from re-
nowned competitors across the globe. Philip Electronics needs to be
swift and adaptive as per the changing requirements of the customers
in terms of tastes and preferences. The worldwide electronic segment
is expected to thrive and treble in size and is expected to reach $3.2
trillion by the end of 2028 indicating the vast pool of opportunities.
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DIGITAL MARKETING
Notes The company has been experiencing nosedived sales for the past
few years. The analysis of the company’s statement indicates that
despite incurring hefty amounts on the advertisement the correspond-
ing returns are not able to do wonders for Philip Electronics. The
company majorly relies on newspaper advertisements, billboards, TV
commercials and pamphlets. It is also facing heated competition from
local distributors. The company has not introduced itself on digital
platforms and they rely heavily on cash payments and hesitate to
the online payments. They do not offer a mechanism for debit cards,
credit cards, or UPI payments. Mr Philip is considering the changes
they can introduce in the company’s functioning to boost its sales.
Based on the above discussion:
(a) What would you suggest Mr. James Philip should do to boost
their sales?
(b) What do you think changing the payment and settlement system
will bring about any change in the company’s operations?
(c) If the company is to adopt digital marketing strategies, what major
digital marketing strategies would you recommend to them?
(d) What should be the sequential procedure that Philip Electronics
should adopt to develop an effective digital marketing plan?
IN-TEXT QUESTIONS
1. Social media websites were introduced in:
(a) 1990
(b) 1994
(c) 2008
(d) 2006
2. What can be used by marketers to track the browsing habits
of the customers:
(a) Privacy
(b) Google Analytics
(c) Cookies
(d) Spyware
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Digital Marketing
3. SEO in digital marketing performs the function of: Notes
(a) Enhancing sales

(b) Advertisement of the product
(c) Enhancing website ranks
(d) Direct Marketing
4. Facebook, Twitter, and Instagram are types of:
(a) Social media marketing
(b) Billboards advertisement
(c) Search Engines
(d) Horizontal marketplace

1. (c) 2008
2. (c) Cookies
3. (c) Enhancing website ranks
4. (a) Social media marketing

1. Discuss in detail the evolution of digital marketing and how it differs
from the traditional marketing strategies.
2. State the various digital marketing strategies followed by the brands
to enhance customer engagement.
3. What are the different kinds of digital marketplaces through which
buyers and sellers can exchange goods and services online?
4. Hardsoft computers are the major players in the market and are
planning to shift to digital media for promotional strategies. Explain
the various strategies that Hardsoft computers can adopt to promote
their brand on digital channels.
5. Briefly explain the various steps that are to be followed in the
development of a digital marketing plan.
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Notes
Kotler P. Kartajaya H. & Setiawan I. (2017). Marketing 4.0: moving
from traditional to digital. Wiley.
Kingsnorth,S. (2019). Digital Marketing Strategy: An Integrated
Approach to Online Marketing. London: Kogan Page Publishers.
Statista,
(2023), Retrieved from https://www.statista.com/topics/1164/
social-networks/#topicOverview.
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L E S S O N
2
Digital Marketing
Strategies
Tanusha Jain
Assistant Professor
SRCASW
Email-Id: tanusha.jain@rajguru.du.ac.in
STRUCTURE
2.2 Introduction
2.3 Conversion Funnel in Digital Marketing
2.4 Customer Acquisition in Digital Marketing
2.5 Customer Retention in Digital Marketing
2.6 Search Engine Optimisation
2.7 Understanding Paid Advertising
2.8 Search Engine Advertising
2.9 Display Advertising
2.10 Social Media Marketing
2.11 Email Marketing
2.12 Summary
2.15 References & Suggested Readings

Digital Conversion Funnel.
Customer acquisition in Digital Marketing.
Customer Retention in Digital Marketing.
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DIGITAL MARKETING
Notes Search Engine Optimization.

Understanding Paid Advertising.
Search Engine Advertising.
Display Advertising.
Social Media Marketing.
Email Marketing.
2.2 Introduction
Businesses need to employ efficient digital marketing tactics to stand out
and engage with their target audience in the fast-paced digital environment.
A well-designed digital marketing plan can aid firms in achieving their
objectives, boost brand recognition, and boost sales. In this chapter, we’ll
examine some of the most effective digital marketing tactics that can help
firms succeed in the current business environment. Understanding the
conversion funnel is essential for organisations looking to convert website
visitors into devoted clients in the age of digital marketing. The user’s
journey from their initial engagement with a business to completing a
desired action, like making a purchase, filling out a form, or subscribing
to a newsletter, is represented by the digital conversion funnel.
In this chapter, we will demystify the digital conversion funnel, exploring
its key stages and providing actionable insights on optimizing each stage
to maximize conversions and business growth Search Engine Optimiza-
tion (SEO) to content marketing, social media, and paid advertising, we
will dive into the essential elements and best practices of each strategy,
providing valuable insights to enhance your digital marketing efforts. In
this chapter we are going to study the various strategies through which
we can use to increase our business.
2.3 Conversion Funnel in Digital Marketing

Understanding the idea of a conversion funnel is crucial for organisations
looking to increase customer engagement, conversions, and revenue in the
world of digital marketing. The customer’s journey from initial awareness
through making a purchase or doing a desired action is represented by
a conversion funnel. Businesses can successfully lead prospects through
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Digital Marketing Strategies
the purchasing process and increase their online success by understanding Notes
and optimising each stage of the conversion funnel.
Awareness Stage: The conversion funnel’s first step, the awareness stage
is when prospective clients first learn about your company, your goods,
or your services. Search Engine Optimisation (SEO), content marketing,
social media advertising, and influencer relationships are all effective
methods for raising awareness. Businesses can draw customers and build
brand awareness by developing educational and interesting content, util-
ising social media platforms, and focusing on relevant keywords.
Interest Stage: Once prospects are aware of your brand, they move into
the interest stage. At this point, they are actively seeking more informa-
tion and evaluating their options. Strategies to nurture interest include
providing valuable content, offering free resources, and capturing leads
through lead magnets or email subscriptions. By delivering high- quality
content, businesses can establish credibility, build trust, and keep prospects
engaged as they move closer to making a purchase decision.
Consideration Stage: In the consideration stage, prospects have ex-
pressed a genuine interest and are actively comparing different options.
It is crucial to showcase the unique value proposition and advantages
of your product or service. Strategies such as testimonials, case studies,
product demonstrations, and reviews can help prospects gain confidence
in their decision. Providing transparent and detailed information about
your offerings can sway prospects towards choosing your brand.
Conversion Stage: The conversion stage is the ultimate goal of the
digital conversion funnel. It involves prospects taking the desired action,
such as making a purchase, signing up for a service, or subscribing to a
newsletter. To optimize conversions, businesses should focus on reducing
friction in the conversion process. This can be achieved by simplifying
the checkout process, offering secure payment options, providing clear
calls-to-action, and utilizing persuasive copywriting. A seamless and user-
friendly experience at this stage can significantly impact conversion rates.
Post-Conversion Stage: The post-conversion stage is often overlooked
but is crucial for customer retention and loyalty. It involves nurturing
the relationship with customers after the initial conversion. Strategies
such as personalized email campaigns, loyalty programs, and exceptional
customer service can foster long-term engagement and increase customer
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DIGITAL MARKETING
Notes lifetime value. By providing ongoing value and maintaining a positive

customer experience, businesses can generate repeat purchases and turn
customers into brand advocates.
Optimization and Analysis: Continuous optimization and analysis are
integral to maximizing the effectiveness of the digital conversion funnel.
By tracking and analyzing key metrics such as conversion rates, click-
through rates, bounce rates, and customer feedback, businesses can iden-
tify areas for improvement and implement data-driven optimizations. A/B
testing, heat mapping, and user feedback can provide valuable insights
into user behaviour and preferences, enabling businesses to refine their
strategies and enhance conversion rates.
Understanding the digital conversion funnel is essential for businesses
seeking to drive online success. By strategically guiding prospects through
the stages of awareness, interest, consideration, conversion, and post-
conversion, businesses can optimize their digital marketing efforts and
increase conversions. Remember, a customer-centric approach, valuable
content, and seamless user experience are the cornerstones of an effective
digital conversion funnel.
2.4 Customer Acquisition in Digital Marketing

In the ever-evolving landscape of digital marketing, acquiring new cus-
tomers is a critical objective for businesses seeking sustainable growth.
The advent of digital platforms has revolutionized customer acquisition
strategies, offering a wealth of opportunities to connect with and convert
prospects.
1. Define Your Target Audience: Before diving into customer acquisition,
it is crucial to define and understand your target audience. Develop
detailed buyer personas that encompass demographic information,
psychographic traits, interests, and pain points. This will enable
you to tailor your marketing messages and campaigns to resonate
with your ideal customers.
2. Search Engine Optimization (SEO): SEO plays a vital role in
attracting organic traffic and improving your website’s visibility in
search engine results. Implementing on-page and off-page optimization
techniques, conducting thorough keyword research, and creating
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high-quality content can help you rank higher and reach potential Notes
customers actively searching for products or services related to your
business.
3. Pay-Per-Click (PPC) Advertising: PPC advertising allows businesses
to display targeted ads on search engines and other platforms,
paying only when a user clicks on the ad. By leveraging platforms
like Google Ads and social media advertising networks, you can
reach a highly relevant audience based on demographics, interests,
and behaviours. Craft compelling ad copy, use relevant keywords,
and optimize your campaigns to maximize click-through rates and
conversions.
4. Social Media Marketing: Social media platforms provide immense
opportunities for customer acquisition. Create engaging and shareable
content, build a strong brand presence, and actively engage with your
audience. Leverage social media advertising options to amplify your
reach and target specific demographics. Influencer collaborations can
also be effective in reaching new audiences and driving customer
acquisition.
5. Content Marketing: Content marketing focuses on creating and
distributing valuable and relevant content to attract and engage your
target audience. Develop a content strategy that aligns with your
customers’ interests and pain points. Create blog posts, articles,
videos, infographics, and other formats that provide solutions,
insights, and entertainment. This positions your brand as an industry
authority and attracts potential customers.
6. Email Marketing: Email marketing is a powerful tool for customer
acquisition and nurturing leads. Build an email list of interested
prospects through website sign-ups, lead magnets, or gated content.
Craft personalized and targeted email campaigns that deliver value
and drive engagement. Use automation to send relevant messages
at the right time, nurturing leads and guiding them through the
customer acquisition journey.
7. Referral Programs and Affiliate Marketing: Encourage existing
customers to refer your business to their friends and acquaintances by
implementing referral programs. Incentivize referrals with discounts,
rewards, or exclusive offers. Affiliate marketing allows you to
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Notes partner with influencers or affiliates who promote your products

or services in exchange for a commission. This can significantly
expand your reach and drive customer acquisition.
8. Conversion Rate Optimization (CRO): Optimizing your website and
landing pages is crucial to improving conversion rates. Conduct A/B
testing, analyze user behaviour, and make data-driven optimizations.
Ensure a seamless user experience, simplify the conversion process,
and create persuasive calls-to-action. Continuously monitor and refine
your CRO strategies to maximize customer acquisition effectiveness.
9. Analyze and Iterate: Data analysis is key to successful customer
acquisition. Monitor and track key metrics such as conversion rates,
acquisition costs, customer lifetime value, and ROI. Utilize analytics
tools to gain insights into customer behaviour, preferences, and
conversion paths. Use the data to refine your strategies, allocate
resources effectively, and optimize your customer acquisition efforts.
2.5 Customer Retention in Digital Marketing

In the dynamic world of digital marketing, businesses must recognize
the immense value of customer retention alongside customer acquisition.
While acquiring new customers is vital, retaining existing ones is equally
important for long-term success. Customer retention involves nurturing and
building strong relationships with your current customer base, increasing
their loyalty, and maximizing their lifetime value. In this article, we will
explore effective customer retention strategies in the digital marketing
era, highlighting key practices and techniques to foster customer loyalty
and drive sustainable growth.
Personalized Communication: Effective communication is essential for
customer retention. Leverage customer data and segmentation to deliver
personalized messages tailored to each customer’s preferences, behaviours,
and purchase history. Implement automated email campaigns, personal-
ized product recommendations, and special offers based on their specific
interests. Personalized communication makes customers feel valued and
enhances their overall experience with your brand.
Loyalty Programs: Implementing loyalty programs can significantly im-
pact customer retention. Reward loyal customers with exclusive discounts,
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special promotions, early access to new products, or VIP treatment. De- Notes
velop a point-based system or tiered program that incentivizes customers
to continue engaging with your brand. Regularly communicate program
benefits and updates to maintain customer interest and encourage repeat
purchases.
Exceptional Customer Service: Providing exceptional customer service
is crucial for customer retention. Ensure prompt and helpful responses to
inquiries, complaints, or feedback through multiple channels, including
live chat, social media, and email. Train your customer service team to
be knowledgeable, empathetic, and proactive in resolving customer issues.
Going the extra mile to exceed customer expectations creates a positive
impression and fosters loyalty.
Continuous Engagement: Keep customers engaged with your brand
through regular communication and valuable content. Create a consistent
presence on social media, publish informative blog posts, share relevant
industry news, and provide educational resources. Encourage customer
participation by running interactive campaigns, hosting contests or surveys,
and soliciting feedback. By maintaining ongoing engagement, you stay
top-of-mind and reinforce the relationship with your customers.
1. Customer Feedback and Surveys: Actively seek customer feedback to
understand their needs, preferences, and pain points. Conduct surveys,
feedback forms, or NPS (Net Promoter Score) surveys to gather
insights. Use the feedback to improve your products, services, and
customer experience. Address any issues promptly and communicate
the actions taken based on customer feedback. Demonstrating that
you value their input fosters a sense of partnership and strengthens
customer loyalty.
2. Exclusivity and Special Offers: Reward loyal customers with
exclusive access to new products, services, or content. Offer
early access, limited-time promotions, or personalized offers to
show appreciation for their continued support. Creating a sense of
exclusivity makes customers feel valued and recognized. Use email
marketing or targeted advertising to communicate these exclusive
offers and build excitement among your customer base.
3. Customer Advocacy and User-Generated Content: Encourage
customers to become brand advocates by sharing their positive
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Notes experiences and testimonials. Implement referral programs that

reward customers for referring friends or writing reviews. Leverage
User-Generated Content (UGC) by showcasing customer photos,
videos, or testimonials on your website or social media platforms.
This social proof enhances credibility, builds trust, and attracts new
customers while reinforcing loyalty among existing ones.
4. Continuous Improvement: Regularly analyze customer data and
engagement metrics to gain insights into their behaviour, preferences,
and satisfaction levels. Monitor customer churn rates, purchase
frequency, and customer lifetime value. Identify patterns or trends
that indicate potential issues or opportunities for improvement. Use
these insights to refine your customer retention strategies, make
data-driven decisions, and enhance the overall customer experience.
2.6 Search Engine Optimisation

In the fast-paced digital landscape, paid advertising has emerged as a cru-
cial element in the marketing toolkit. Paid advertising enables businesses
to amplify their reach, target specific audiences, and drive measurable
results. In this article, we will explore the world of paid advertising, its
various channels, and key strategies that can help businesses harness its
potential to achieve their marketing goals and boost their online success.
Search Engine Optimisation (SEO) refers to strategies that make your
website appear more frequently in organic (or “natural”) search results,
increasing the number of individuals who can find your product or ser-
vice on your website.
SEO is under the umbrella of Search Engine Marketing (SEM), a phrase
that refers to all search-related marketing techniques. Both organic and
paid search are included in SEM. Paid search allows you to pay to have
your website listed on a search engine so that it appears when a user types
in a certain term or phrase. On the search engine, both organic and paid
listings can be seen, but they are placed in separate areas of the page.
The goal of search engines is to deliver you the most pertinent results
in connection to your search query. You are a satisfied searcher if the
search engine is successful in giving you information that satisfies your
demands. And since they are getting the outcomes they require, satisfied
searchers are more inclined to return to the same search engine often.
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A search engine must have an archive of material available to choose from Notes
to present results when a user puts in a query. Each search engine has
unique processes for compiling and ranking website content. This process
is known as indexing, regardless of the strategies or procedures applied.
On Page SEO
To rank a web page higher in Search Engine Results Pages (SERPs)
and attract more targeted traffic to the website, on-page SEO involves
optimising specific web pages inside a website. Off-Page optimisation
relates to improving the content, title, graphics, header tags, and other
aspects of a web page.
Let’s examine each On-Page SEO component’s step-by-step process in
further detail.
1. Finding the goals, objectives, and KPIs is the first step.
2. Conduct keyword research.
3. Title Tag
4. Meta description
5. URL structure
6. H1 and H2 header tags
7. Anchor Links
8. Image Optimisation (ALT Attributes)
9. Breadcrumbs
10. Site Navigation (Site Architecture/Hierarchy)
11. Content
Step 1: Defining the KPIs (Key Performance Indicators) and identifying

the goals and objectives.
Goals are essentially a definition of what you hope to accomplish with
SEO. A corporation may want to improve revenue, sales, traffic, or brand
awareness, among other things. Quantifying the goals is the main focus of
the objectives. If your aim is to increase sales, for instance, you should
specify a number, such as how many sales you currently receive through
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Notes SEO and how much you want to improve that number or percentage. It’s
crucial to specify a specific time frame for the number at the same time
that you describe the number itself. For instance, a rise in sales from 50
to 100 units in just three months. KPIs (Key Performance Indicators): As
you are all aware, SEO is a continuous process that takes time. In order
to ensure that we are on the right track when adopting SEO, we must
regularly monitor how our website is performing in organic results. Some
of the Key Performance Indicators (KPIs) for SEO that we must contin-
uously monitor or analyse include the growth in traffic and subscribers,
keyword ranks, time spent on the site, bounce rate, most popular pages
or posts, and pages seen per visit.
Step 2: Conduct keyword research.

A keyword is a search term that a user types into a search engine to
locate your website. A word or a phrase can be used. Two contexts can
be used to define keywords:
According to the length.
According to the user’s intention.
There are three different sorts of keywords based on length:
1. Short-tail keyword (one word, for example, “shoes” or “mobiles”)
2. Medium-tail keywords (between two and three words, such as “buy
shoes online,” “buy mobiles,” or “best shoes online”)
3. Long-tail keywords (more than three words, such as “best washing
machine under 20,000,” “best running shoes,” “buy 43-inch Led tv
online,” etc.)
There are three different types of keywords based on the user’s intent:
1. Keywords used in transactions (such as “buy,” “sell,” and “purchase”)
2. Informational search terms (such as “how to,” “10 Best,” and “Top,”
which have an educational or research purpose)
3. Branded search terms (keywords connected to your brand name)
Finding keywords that appeal to your visitors and broadening the audi-
ence for your website content are both facilitated by keyword research.
Using tools to determine the user intent and the content/topic they are
searching for is an excellent way to conduct keyword research. Please
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keep in mind that while you study keywords, you should keep the goal Notes
or topic of your website in mind. Choose transactional keywords if you
want to make sales, or informational keywords if you want to give the
readers crucial information.
Here are some helpful methods and tools that can be used in one of two
ways to find relevant keywords for your website:
Use tools such as for transactional keywords.
An easy-to-use yet efficient tool for conducting keyword research
is Google Suggest. As you enter, Google will recommend keywords
depending on how frequently they are searched, just as you would
anticipate your users to. You can see long-tail keywords here.
These searches are those that are linked to the keywords you entered
into Google. They are popular searches based on user intent and
can be found towards the bottom of the SERP.
Google Keyword Planner is a free Google Ads tool that allows you
to look for keywords that are appropriate for the content of your
website. Additionally, you can enter websites and view the keywords
relevant to their content. You may see the tool’s competition and
average monthly volume.
Google Trends: This tool provides you with more keyword suggestions,
displays the competition, and displays the frequency of terms based
on a country or state. Based on the kind, categories, and length of
the search, you can compare various search keywords and topics.
Uber Suggest: This programme examines all of Google Suggest’s
suggestions and displays the best suitable keyword. By entering the
URL of the rivals’ websites, you can also check their keyword usage.
Step 3: Title Tag

An HTML element called a title tag is used to specify a webpage’s title.
One of the most crucial On-Page SEO actions, it is displayed on the
SERP as a blue link and appears as a clickable headline for a searched
phrase. It is simple to optimise your title, which is a key ranking factor
for search engines.
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Notes The best methods for creating a strong title are:

1. To avoid ellipses, keep your title between 60 and 70 characters
long, including spaces. Google truncates title tags that are longer
than the recommended number of characters.
2. For more influence on search rankings, start with your most critical
keywords.
3. For readers to comprehend a website better and to increase CTR,
each page needs a distinct Title tag.
4. Consider your users when adding USPs to stand out.
5. After the keyword, use a separator. Use a comma (,), a separator
(|), or a hyphen (-) as an example.
6. Avoid over-optimizing or cramming your title with keywords because
Google may eliminate it to provide consumers with more pertinent
information.
7. Duplicating the page names is considered a “black hat” practise by
Google.
8. Long or pointless title tags detract from the user experience and may
cause search engines to give your sites lower rankings.
Step 4: Meta description

A meta description is a short paragraph of text that summarises a web-
page. In the SERP, it is visible below the title tags. This is a significant
ranking component for search engines, just like title tags. To encourage
readers to click on your link, employ the meta description.
Step 5: URL structure

A URL is a permalink that displays your domain name and a summary
of a page’s structure. A URL is crucial for rankings, link exchange, and
even for enhancing your SERP presence. It is displayed with green letters.
Users and search engines should be able to infer a lot about the content
of the page by looking at the URL.
Step 6: H1, H2, and H6 header tags

H1 and H2 tags help improve page rankings. Header tags are used to
draw attention to the main heading (H1) and sub-headings (H2-H6) on a
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page. By structuring your website content with distinct header tags, you Notes
make it simpler for visitors and crawlers to grasp.
Guidelines for Header Tags: In order to create a solid framework, use
header tags. Each header should clearly describe the content of the page
to the user. Use the H1 tag to draw attention to the page’s primary head-
ing; use the H2-H6 tags to give sub-headings; and so on. Please make
sure that each page contains only ONE H1 tag. Make sure the headings
contain keywords. Assist the bots that are examining your page and trying
to decipher its content by doing this. Utilise them regularly. This will
enhance the user experience and make it easier for the user to navigate
the material. Although it is not a direct ranking criteria, using them in
chronological order will improve SEO. If you utilise an H4, make sure
to also use an H3 and an H2. This improves the quality of your material,
which benefits SEO.
Step 7: Anchor Links

The other pages of your website must point people to this blog page if
you publish content for a specific page on your blog. Anchor Links are
used to do this. By including links between the text on the other pages
of the website, you can achieve this. Use appropriate anchor text (include
keywords here) to inform users of the page you want them to click on.
This makes a page more user-friendly.
Step 8: Image optimisation (ALT Attributes)

The alt text in your image file name can be optimised to help image
bots understand your photographs. Use file names that accurately reflect
the image’s content. For instance, “Running shoes Black.jpg” is a better
filename than “1235367-183637.jpg”.Your site is more accessible thanks
to the alt characteristics, which also make your content easier to under-
stand for users who are blind.
Step 9: Bread crumbs

A bread crumb is a group of internal links at the top of the page that
enables users to swiftly return to the homepage or the previous section.
Bread crumbs improve user experience while also reducing site bounce
rates.
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Notes Step 10: Site Navigation (Site Architecture/Hierarchy)

A website’s navigation is crucial in assisting users in finding the con-
tent they’re looking for fast. Additionally, it might aid search engines in
comprehending the information you deem crucial.
Step 11: Content

More than any other element listed above, creating valuable, high-quality
content has a significant impact on the website. Users should be edu-
cated, entertained, and engaged by your content. Since it drives users to
execute the necessary actions on your website, content has a very high
value in terms of ranking.
Off Page SEO

It refers to procedures carried out away from your website in order to
raise your SERP ranking. A recent study also found that a strong digital
strategy includes up to 75% off-page SEO. It has everything to do with
your online visibility, link-building, and a host of other factors that are
completely optional for the page. Simply put, Off-Page SEO informs
Google or Search Engines about what users think about your website,
in layman’s words.
Widely employed elements of Off-Page are:
Backlinks
� Follow and Disregard

Relevancy of Link Juice for Anchor Text
For your website to rank on the SERPs, links are crucial. Therefore,
having links (both inbound and outbound connections) on your website
may help you rank higher on Google’s first page. Your website needs
to be properly visible if you want your content to rank. Off-Page SEO
frequently contributes to websites’ poor rankings. This is because link
building, social networking, videos, blogging, etc. are not present. Let’s
now examine the many Off-Page elements that affect page ranking.
� Off-page elements related to links and no-links
The backbone of off-page SEO is backlinks. Backlinks are used by
search engines like Google, Bing, and many others as definite indicators
of high quality content. The most crucial component of off-page SEO is
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backlinks. You can utilise SEO tools for this purpose. One such tool is Notes
a hrefs, which features a backlink checker to assist you in learning how
to build backlinks and manage them.
 Link Creation
Link building is one of the most popular and successful strategies for
dealing with off-page SEO. We have the idea of “votes” here, which
aids in determining your company’s ranking position relative to that of
your rivals. Links can be incorporated in a variety of ways. A few
standouts include:
1. You can always have blog posts that link to your website. Obtaining
traffic from other channels, such as guest blogging and other methods.
Additionally, it gives you exposure to the most recent industry trends
and helps you become known in the world of digital marketing.
2. Comment link: Helping customers and directing them in the proper
direction are two ways to increase customer engagement. Therefore,
you can always use the comment box to link to your work.
3. Article distribution is another strategy for boosting website traffic.
Both writing blogs and making videos are part of content marketing.
These business pieces feature more than simply elegant language;
they also exhibit a desire to increase traffic and leads. You ought
to be able to properly disseminate your work.
 Link Text
This text appears in the hyperlink and can be clicked on. Any article
that contains a link to another web page will contain one of these links.
Frequently, it is the blue, underlined text.
Example:
“https://www.edureka.co/” in the a hrefs>What is Off-Page SEO?- Anchor
Text-Edureka
These anchor texts are utilised by search engines to display how visitors
to your website are seeing it. In earlier HTML specifications, the term
“anchor” was used. It is now referred to as the “a” element.
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Notes  Off-Page SEO with a non-Link focus

Compared to the ones you have without SEO or social media marketing,
these characteristics have a significantly greater impact on your traffic.
Among the Off-Page SEO strategies that are not linked, these are a few
that stand out.
 Using social media
 Guests posting
 Links to and from brand mentions
 Using influencers
2.7 Understanding Paid Advertising

Paid advertising entails the purposeful placement of marketing messages
or content on online resources in return for payment. By utilising a vari-
ety of channels, such as search engines, social media platforms, display
networks, and video platforms, it enables businesses to connect with their
target audience. Compared to organic techniques, paid advertising offers
more control over targeting, customisation, and measurement:
Pay-Per-Click (PPC) advertising is a common paid advertising
model in which companies are charged for each ad click. PPC
advertising alternatives are available on search engine platforms
like Google adverts and Bing Ads, enabling companies to bid on
pertinent keywords and prominently show their adverts in search
results. Thorough keyword research, attractive ad copy, and ongoing
optimisation are all essential components of effective PPC strategy.
Social media networks like Facebook, Instagram, Twitter, LinkedIn,
and Pinterest all offer a variety of advertising options. Based on their
current consumer information, these platforms enable businesses to
target particular demographics, hobbies, behaviours, and even custom
audiences. There are many different ways to advertise on social media,
such as using display ads, sponsored content, video commercials, and
carousel ads. Your ads’ success depends on them being specifically
tailored to the target audience and format of each platform.
Display Advertising: Display advertising refers to the placement
of visual adverts on websites that are part of ad networks, such as
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banners, photos, or interactive media. A well-known platform called Notes

Google Display Network (GDN) provides a big network of websites
where companies can place their advertisements in order to reach
a large audience. Display advertising offers sophisticated targeting
possibilities and retargeting, allowing companies to connect with
customers who have already shown interest in their brand.
Video Advertising: In recent years, video advertising has become
increasingly popular. To reach a large audience, platforms like
YouTube provide tailored video ad placements. To ensure maximum
visibility and interaction, businesses may build compelling video ads
that play before, during, or after YouTube videos. To have the most
impact, effective video advertising needs compelling storytelling,
succinct content, and a clear call to action.
Native Advertising: Less invasive and more engaging native
advertising easily incorporates promotional content into the natural
flow of the user experience. Native advertising offers a unified and
user-friendly experience because it adheres to the format and style
of the platform or newspaper where it appears. Native advertising
options to reach a large audience across a network of publishers
are provided by platforms like Taboola and Outbrain.
Reaching out to users who have previously interacted with your brand
but haven’t converted is known as remarketing or retargeting. Businesses
can display tailored adverts to these users across several platforms by
employing tracking pixels or cookies, reminding them of their original
interest and enticing them to come back and convert. By retargeting and
nurturing leads with tailored message, conversion rates and ROI can be
greatly increased.
Paid advertising necessitates ongoing monitoring, analysis, and optimi-
sation in order to maintain optimal performance and cost-effectiveness.
Review important performance indicators frequently, including Cost Per
Acquisition (CPA), conversion rates, click - through rates, and Return
on Ad Spend (ROAS). To compare several ad variations, landing sites,
or targeting options, use A/B testing. Optimise your ad expenditure and
improve results by modifying your campaigns based on data.
Paid advertising is a potent weapon in the digital marketing toolbox, pro-
viding companies with unmatched reach, targeting options, and quantifiable
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Notes outcomes. Businesses may increase their online presence, boost traffic,
and meet their marketing goals by utilising a variety of channels and
using efficient tactics. To succeed in paid advertising, however, demands
continual research, optimisation, and adaptation to keep up with the ever
changing digital environment.
Paid Advertising Method

Paid advertising has become a game-changer for companies looking to
increase their reach, create leads, and encourage conversions in today’s
hyper-competitive digital world. Paid advertising is a potent tool to has-
ten business growth because it may target particular audiences and track
results. In order to help you get the most out of your advertising budget
and produce outstanding results, we will explore the world of sponsored
advertising in this post, highlighting its important advantages, well-liked
platforms, and critical tactics.
Getting to Know Paid Advertising

Paid advertising entails the financial allocation of funds to advertise
goods, services, or brands on numerous digital channels. Paid advertis-
ing, in contrast to organic marketing initiatives, ensures visibility and
exposure through the use of channels including search engines, social
media platforms, display networks, and video platforms. Businesses can
precisely target the audience segments they want and track the success
of their campaigns by paying for ad placement.
The digital advertising landscape offers a wide range of platforms to
take into consideration, each with its own special strengths and targeting
abilities. Google Ads, Facebook Ads, Instagram Ads, LinkedIn Ads, Twit-
ter Ads, and YouTube Ads are a few popular platforms. Understanding
your target audience’s demographics, preferences, and behaviour patterns
will help you choose the best platform or platforms. To ensure that each
platform supports your marketing goals, research its features, ad formats,
targeting possibilities, and cost structures.
Setting Clear Goals for Your Advertising: Prior to engaging in
paid advertising, it is crucial to set clear goals and objectives.
Increasing brand exposure, increasing website traffic, generating
leads, raising sales, or marketing particular goods or services are
36 PAGE

examples of common goals. You can create focused campaigns and Notes
reliably assess their effectiveness by setting Specified, Measurable,
Attainable, Relevant, and Time-bound (SMART) goals. Having the
capacity to reach a precisely targeted audience is one of the main
benefits of paid advertising. Create your ideal consumer persona
based on demographics, hobbies, behaviours, and location by utilising
platform-specific targeting tools. Divide your audience into various
groups so that you may send them information and promotions that
are suited to their individual requirements and tastes. Adapt your
targeting over time depending on audience insights and campaign
performance statistics.
Ad Creative That Grabs Attention: Ad creative that grabs attention,
piques interest, and encourages participation is essential. Convey
your unique value proposition to users in clear, appealing text that
motivates them to take action. Make use of eye-catching graphics,
videos, or photos that complement your brand identity and appeal
to your target market. To find the ad creative that best connects
with your audience and produces the required results, test many
iterations. The conversion of ad clicks into desired activities,
such as form submissions, purchases, or sign-ups, depends on
the effectiveness of the landing page. To provide a seamless user
experience, match the messaging and layout of your landing page
with the relevant advertisement. Ascertain relevant content, user-
friendly navigation, a clear and compelling call to action, and quick
load speeds. To increase conversion rates and maximise the return
on your ad expenditure, you should continuously test and enhance
your landing pages.
Monitoring and Evaluation: Implement reliable tracking and
measurement techniques to determine the success of your sponsored
advertising campaigns. Establish conversion tracking to keep track
of important user behaviours like purchases and form submissions
using platform-specific tracking pixels or third-party technologies.
To acquire insights into user behaviour, attribution models, and
campaign performance, employ analytics tools like Google Analytics.
For the purpose of optimising your campaigns and making informed
judgments, regularly analyse and evaluate the data.
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DIGITAL MARKETING
Notes Budget Management and Optimisation: Successful paid advertising

campaigns require effective budget management. Establish reasonable
spending limits based on your goals, and carefully distribute resources
throughout platforms and campaigns. Regularly keep an eye on your
advertising budget, Cost Per Acquisition (CPA), Return on Ad Spend
(ROAS), and other important indicators. By focusing resources on
the campaigns and channels that are performing the best, you may
adjust your budgets and achieve the best outcomes. Targeting, ad
design, and bidding techniques should all be continually improved
in your campaigns to increase efficiency and yield better results.
Changing with Industry Trends: New platforms, ad formats, and
trends are continually emerging in the world of digital advertising.
Keep up with the most recent market advancements, algorithm
modifications, and best practises. To stay ahead of the competition
and effectively engage your target audience, experiment with
innovative formats like video commercials, interactive ads, and
influencer collaborations.
2.8 Search Engine Advertising

In the vast and ever-evolving digital landscape, search advertising has
emerged as a key strategy for businesses to capture the attention of poten-
tial customers actively searching for products or services. By leveraging
search engine platforms, businesses can display targeted ads to users who
are actively expressing intent and seeking relevant information. In this
article, we will explore the world of search advertising, its benefits, and
essential strategies to help businesses maximize their online presence and
drive significant results.
Understanding Search Advertising:

1. Search advertising, also known as Pay-Per-Click (PPC) advertising,
involves placing targeted ads on Search Engine Results Pages
(SERPs). When users search for specific keywords or phrases related
to your business, your ads appear at the top or bottom of the search
results, ensuring high visibility. With search advertising, businesses
only pay when users click on their ads, making it a cost-effective
way to reach a targeted audience.
38 PAGE

Benefits of Search Advertising: Notes

(a) Increased Visibility: Search advertising enables businesses to
instantly gain prominent visibility on Search Engine Results
Pages, allowing them to capture the attention of potential
customers actively searching for relevant information.
(b) Targeted Reach: With search advertising, businesses can target
specific keywords, demographics, locations, and even device
types, ensuring their ads are displayed to the most relevant
audience.
(c) Cost Control: Search advertising offers control over ad spend
by setting daily budgets and bids. This allows businesses to
allocate their resources efficiently and adjust their strategies
based on performance.
Measurable Results: Through analytics platforms like Google Ads,
businesses can track and measure the performance of their search
advertising campaigns, enabling them to optimize their strategies
for better results.
2. Keyword Research: Keyword research forms the foundation of
successful search advertising campaigns. Identify the keywords and
phrases that potential customers are likely to use when searching
for products or services related to your business. Utilize keyword
research tools like Google Keyword Planner, SEM rush, or Moz to
identify high-volume, relevant keywords with reasonable competition.
Focus on a mix of broad and specific keywords to capture a wide
range of search queries.
3. Compelling Ad Copy: Crafting compelling ad copy is essential to
capture the attention of users and entice them to click on your ads.
Develop concise and persuasive headlines that include relevant
keywords. Highlight unique selling propositions, special offers, or
any other compelling benefits that differentiate your business from
competitors. Incorporate a clear call-to-action that directs users to
take the desired action, such as making a purchase, signing up, or
contacting your business.
4. Landing Page Optimization: A well-optimized landing page is crucial
to maximize the effectiveness of search advertising campaigns.
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DIGITAL MARKETING
Notes Ensure that the landing page is directly relevant to the ad copy
and keywords, providing a seamless user experience. Optimize the
landing page for fast loading times, clear and compelling content,
user-friendly navigation, and a prominent call-to-action. Continuously
test and optimize landing pages to improve conversion rates and
drive higher returns on your advertising investment.
5. Ad Extensions: Ad extensions provide additional information
and enhance the visibility of your search ads. Take advantage of
various ad extensions offered by search engine platforms, such as
call extensions, sitelink extensions, location extensions, or review
extensions. These extensions not only provide more context to
your ads but also occupy more space on the SERPs, increasing the
chances of attracting user clicks.
6. Bid Management and Optimization: Effectively managing bids is
crucial for search advertising success. Set bids based on the value of
different keywords to your business and monitor their performance
regularly. Adjust bids to ensure optimal ad placement and maximize
the return on your ad spend. Leverage bidding strategies offered
by the advertising platforms, such as automated bidding or manual
bidding, based on your specific campaign goals and performance
metrics.
7. Continuous Monitoring and Optimization: Regular monitoring
and optimization are vital to extract the maximum value from
search advertising campaigns. Analyze key performance metrics,
such as Click-Through Rates (CTR), conversion rates, Cost Per
Click (CPC), and Return on Ad Spend (ROAS). Identify under
performing keywords, ad copy, or landing pages and make data-
driven adjustments to improve campaign performance. Implement
A/B testing to compare different ad variations, landing pages, or
targeting options to refine your strategies continually.
2.9 Display Advertising

In the vast digital landscape, display advertising has become a prominent
strategy for businesses to create brand awareness, engage target audienc-
es, and drive conversions. Display advertising utilizes visually appealing
40 PAGE

banners, images, videos, and interactive media to capture attention and Notes
convey brand messages. In this article, we will explore the world of
display advertising, its benefits, key strategies, and best practices to help
businesses harness its potential and achieve remarkable results.
1. Understanding Display Advertising: Display advertising involves
the placement of visual ads on websites, mobile apps, or social
media platforms through ad networks. These ads can take the form
of static banners, animated images, videos, or rich media formats.
Display advertising offers businesses the opportunity to reach a
broad audience, create brand visibility, and drive traffic to their
websites or landing pages.
Benefits of Display Advertising:
(a) Enhanced Brand Visibility: Display advertising allows businesses
to showcase their brand, products, or services across a vast
network of websites, mobile apps, and social media platforms.
This increased visibility helps to create brand recognition and
establish a strong presence in the minds of the target audience.
(b) Targeted Reach: Display advertising platforms provide advanced
targeting options, allowing businesses to reach specific
demographics, interests, behaviours, or even remarket to users
who have previously interacted with their brand.
(c) Creative Freedom: Display ads offer creative flexibility,
allowing businesses to incorporate visually appealing elements,
compelling images, engaging videos, and interactive elements
to captivate audiences and convey brand messages effectively.
(d) Performance Tracking: Display advertising platforms provide
robust analytics and tracking capabilities, enabling businesses
to measure key performance metrics such as impressions,
clicks, Click-Through Rates (CTR), conversions, and Return
on Investment (ROI). This data helps optimize campaigns and
refine targeting strategies for better results.
2. Audience Targeting and Segmentation: To maximize the effectiveness
of display advertising, businesses should focus on audience
targeting and segmentation. Define your target audience based on
demographics, interests, online behaviours, or remarketing lists.
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DIGITAL MARKETING
Notes Leverage platform-specific targeting options and data-driven insights

to reach the most relevant audience segments. Refine your targeting
over time based on performance data and optimize campaigns to
resonate with specific audience groups.
3. Compelling Ad Creative: Captivating ad creative is essential for
grabbing the attention of users and driving engagement. Develop
visually appealing and relevant ad creative that aligns with your
brand identity and resonates with the target audience. Incorporate
compelling headlines, persuasive copy, and clear call-to-action
buttons to encourage users to take the desired action. A/B testing
different variations of ad creative can help identify the most effective
combinations and optimize campaign performance.
4. Landing Page Optimization: A well-optimized landing page is crucial
to ensure a seamless user experience and drive conversions. Align
the messaging and design of your display ads with the landing page
content to provide a consistent brand experience. Optimize landing
pages for fast load times, clear value proposition, user-friendly
navigation, and prominent call-to-action buttons. Continuously test
and refine landing pages to improve conversion rates and maximize
the impact of display advertising campaigns.
5. Ad Placement and Contextual Targeting: Strategic ad placement
plays a significant role in display advertising success. Choose websites,
mobile apps, or social media platforms that align with your target
audience and are relevant to your business niche. Consider contextual
targeting, where ads are displayed on websites or platforms that
contain content related to your products or services. This ensures
that your ads are seen by users with a higher likelihood of interest
and engagement.
6. Remarketing and Retargeting: Remarketing or retargeting allows
businesses to reconnect with users who have previously interacted
with their brand but have not yet converted. Implement tracking
pixels or cookies to track user behaviour and display targeted ads to
these users across various online platforms. Remarketing campaigns
can help re-engage users, remind them of your brand, and encourage
them to revisit your website or complete a desired action.
42 PAGE

7. Continuous Monitoring and Optimization: Regular monitoring Notes

and optimization are critical for successful display advertising
campaigns. Monitor key performance metrics, such as impressions,
clicks, CTR, conversion rates, and ROI. Analyze the data to identify
under performing ad creative, targeting options, or placements.
Make data-driven adjustments, such as refining audience targeting,
testing different ad variations, or reallocating budget to optimize
campaign performance continuously.
2.10 Social Media Marketing

According to Tuten and Solomon (2014), Social Media Marketing (SMM)
is the process of promoting goods and services online via a variety of
social media platforms, including Facebook, Twitter, Instagram, and
Snapchat. Similar to this, SMM describes the promotion of corporate
brands via numerous social media platforms. SMM, which is supported
by data that has been shared creatively, motivates people to work towards
specific company goals no matter where they are physically located.
SMM enables companies to react rapidly as a result, reducing the peri-
od between the creation of an advertisement and its impact on potential
customers. Additionally, businesses can use SMM at every stage of the
customer lifecycle. The term “consumer lifecycle” specifically refers to
many phases that customers go through when dealing with businesses,
such as brand awareness, first purchase, and brand loyalty.
However, SMM goes beyond connecting customers to businesses based
on past predictable social and purchasing behaviour and establishes a
meaningful relationship between businesses and customers, regardless
of the place or time a client interacts with a brand, unlike conventional
promotional methods that relied on the chronological consistency of the
customer lifecycle.
Effective Use of SMM

The majority of customers research the reliability, value, and accessi-
bility of items supplied by various businesses using a variety of search
engines, brand websites, and mobile applications. As a result, SMM en-
ables businesses to interact with consumers through a variety of SMPs,
allowing consumers to quickly learn all they need to know about brands.
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DIGITAL MARKETING
Notes Additionally, SMPs give firms a sizable amount of priceless client infor-
mation in real time. For instance, social media sites like Facebook track
4.5 billion likes and status updates, while Twitter tweets reach 500 million
daily. As a result, organisations can gain useful client insights from this
data, including: Who are the clients? What characterises them and
how do they react to the company’s brand?
Thus, businesses can gather pertinent information that improves decision-
making and strategy creation by regularly interacting with clients on social
media. Additionally, organisations may evaluate consumer sentiment, find
out what customers are saying about the brand, and conduct real-time
replies and reporting by gathering information about customers across
networks in real time.
Cost-Effectiveness of SMM
SMM is also one of the most cost-effective strategies that can be used to
build brand recognition and improve a company’s reputation. As a result,
adopting SMPs increases a company’s advertising potential exponentially
while also enhancing its public relations efforts at a low cost and with
the least amount of effort. Additionally, SMM’s affordability enables
companies to boost ROI (Return on Investment). Additionally, the low
operational costs allow businesses to engage with customers continuous-
ly through SMPs, which in turn helps them to increase sales and keep
customers. SMM is also the most practical and cost-efficient method for
companies to spot emerging industry opportunities and consumer trends.
Omnichannel Services
Additionally, because promotional activities are optimised to be omni-
channel, incorporating SMM into a company’s marketing mix improves
the consistency and continuity of consumer involvement throughout the
customer lifecycle. In a nutshell, omnichannel digital PR campaigns are
readily accessible to customers across a variety of end user devices, in-
cluding PCs and mobile phones, among others, in a variety of formats.
Customers are more likely to respond favourably to different brands
promoted through different SMPs when using omnichannel approaches
(Vandermerwe, 2014). Additionally, omnichannel SMM, sharing capabilities,
and the substantial daily user base on SMPs give businesses a suitable
44 PAGE

platform for digital exposure. As a result, companies can efficiently and Notes
quickly enter the worldwide market.
Brand Recognition
SMM also broadens customer recognition of brands. Businesses must
therefore take advantage of every chance to increase their presence on
social media platforms. As a result, social media platforms are important
venues for businesses to promote their brand’s voice and content. As a
result, having a social media presence through SMM makes businesses
more approachable to both current and future customers as well as more
identifiable to new ones.
In order to sustain and grow their customer base, businesses must use
different networks and regularly post newsfeeds to boost their brand rec-
ognition. Additionally, participating on SMPs enables brands to increase
consumer loyalty. In order to increase customer brand loyalty, firms must
develop transparent and strategic plans that will take advantage of social
media technologies.
More People Visiting the Website

Additionally, SMM gives firms the chance to boost website traffic. SMM
amplifies business online activity in addition to pointing visitors to the
company website, which raises a company’s rating on search engines like
Google. In turn, this helps a company gain a competitive edge in the
market and, over time, boosts profitability. As a result, brand reputation
and corporate image are both significantly improved. Additionally, every
newsfeed and post on social media gives businesses more opportunities to
draw customers. As a result, by growing a following on SMPs, businesses
may easily interact and engage with current clients, potential clients, and
past clients. As a result, every blog post, social media comment, video,
or image uploaded gives people a chance to respond, and every response
raises site traffic and interest in a company’s products.
Brand Authority
Additionally, engaging with powerful people on social media increases a
brand’s authority and reach. Additionally, the intimate relationship that
SMPs foster between businesses and their clients strengthens their ability
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DIGITAL MARKETING
Notes to be trusted. Particularly, frequent interaction with clients on social me-

dia enables businesses to establish themselves as trustworthy information
providers, which is an invaluable asset for enhancing the legitimacy of
the brand and business image. As a result, the brand gains credibility and
value with new clients. As a result, SMPs represent a significant source
of customer service and enable businesses to turn consumer complaints,
issues, and product-related questions into profitable outcomes for the com-
pany. Furthermore, SMM increases the likelihood of creating a devoted
following of customers by encouraging ongoing communication between
the business and consumers. For instance, creating a popular Facebook
fun page draws a lot of users, which in turn encourages them to feel an
emotional connection to the brand’s products. As a result, community
marketing is created, which functions as a potent branding force and im-
proves the company’s reputation and brand authority. As a result, SMM
builds a sizeable network of devoted and engaged customers.
Personalization of Response
Additionally, SMM improves the speed at which businesses can get cus-
tomer feedback, enabling businesses to modify their offerings appropri-
ately. As a result, personalization of replies enables businesses to entice
and retain customers.
CASE STUDY
Coca-Cola
As already mentioned traditional marketing differs from SMM in nu-
merous of ways. While traditional media is passive, SMM is active.
As such, SMM has made corporations such as Coca-Cola to shift
from the conventional methods of advertising to SMM. Whereas
in the past the company focused on television, radio and print for
promotional activities, currently the firm has adopted social media
platforms such as Facebook and Twitter to enhance customer relations
and promote the company’s brand. The SMM campaign has been
personalised through the “Share a Coke Campaign” whereby, indi-
vidual’s names are included on the bottles of their favourite drinks.
However, the company combines conventional marketing with SMM
to conduct promotional activities. For instance, the company includes
hashtags on traditional marketing channels which are used to direct
46 PAGE

the audience to SMPs where they can tag friends and share posts. Notes
In summary, Coca- Cola Company currently focuses on SMM which
unlike traditional media that focuses on the mass consumption of
information, is more specific. Moreover, SMM is more cost effective
and provides real- time interaction with consumers.
1. Compare and contrast the traditional and modern methods of
marketing.
2. As an international company, is there any difference between
the advertising methods Coca-Cola company employed ten
years ago and the current online promotion being undertaken
by the company? Has the current method enhanced Coca-Cola’s
marketing endeavours? What has been the impact when compared
with its previous (conventional) marketing method?
Source: https://www.ukessays.com/lectures/business/marketing/e-mar-
keting/
CASE STUDY
Alibaba
Alibaba is a Chinese online retail giant that specialises in business-
to-business sales through the company’s web portal. The company has
successfully employed SMM to connect consumers with producers,
both in China and in over 190 countries overseas. Accordingly, by
integrating SMM into the company’s e-commerce platforms, Aliba-
ba attracts a larger audience. As such, Alibaba is able to enhance
interaction between brands and online consumers. In fact, Alibaba
has over 400 million users, both in China and abroad. According to
Research statistics, the successful implementation of SMM enabled
Alibaba to conduct online transactions worth US$6.8 billion in the
first quarter of 2015. To enhance SMM, Alibaba crafted two social
media sites similar to Facebook and Twitter into the company’s web-
site. The two media sites incorporated social networking tools and
activities that promote interaction and online purchases. Furthermore,
Taobao, which is Alibaba’s main website, attracts foreign customers
by inviting Western companies to use its various SMM functions.
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DIGITAL MARKETING
Notes Furthermore, Taobao allows users to auction various items online in-
cluding mobile phones and clothes. Additionally, Alibaba intensifies
SMM by providing Taobao’s users with recent newsfeeds from users,
links to online games and other applications common on other social
media platforms. Moreover, the website surpasses other platforms by
providing users with applications that facilitate bookmarking of items
available on Taobao, thereby enabling the audience to request advice
from other users. The company also rewards users who are experts in
various product-related areas such as writing insightful reviews. In addi-
tion, Taobao also attracts users by providing instant messaging services.
Source: https://www.ukessays.com/lectures/business/marketing/e-mar-
keting/
2.11 Email Marketing

1. Email marketing involves the use of email to communicate with
a target audience, deliver valuable content, promote products or
services, and build long-term customer relationships. Whether it’s a
promotional offer, a newsletter, a product update, or a personalized
message, email marketing allows businesses to reach their audience
directly in their inbox.
Benefits of Email Marketing:
(a) Direct and Personalized Communication: Email marketing
provides a direct line of communication with your audience.
By delivering personalized messages based on subscriber data,
you can tailor your content to specific segments, demographics,
or customer preferences.
(b) Cost-Effective: Compared to other marketing channels, email
marketing is highly cost-effective. With minimal overhead
costs, businesses can reach a large audience at a fraction of
the cost of traditional marketing methods.
(c) Increased Conversion Rates: Email marketing enables businesses
to nurture leads, drive engagement, and ultimately increase
conversion rates. By delivering targeted content, personalized
48 PAGE

offers, and timely follow-ups, businesses can guide subscribers Notes

through the customer journey and encourage them to take the
desired action.
(d) Measurable Results: Email marketing platforms provide robust
analytics and tracking capabilities. Businesses can track metrics
such as open rates, click-through rates, conversion rates, and
subscriber engagement, allowing for data-driven decision-
making and continuous optimization.
2. Building an Effective Email List: The foundation of successful
email marketing lies in building a high-quality and engaged email
list. Implement strategies to grow your subscriber base organically,
such as offering valuable content incentives, providing clear sign-up
forms on your website, and promoting your email newsletter through
various channels. Remember to obtain explicit permission from
subscribers and comply with relevant data protection regulations,
such as GDPR.
3. Segmentation and Personalization: Segmentation and personalization
are key to delivering relevant and engaging email content. Divide your
email list into segments based on demographics, interests, purchase
history, or engagement levels. Tailor your email content and offers
to each segment, ensuring that subscribers receive content that is
personalized and valuable to them. Utilize merge tags or dynamic
content to insert personalized elements, such as the subscriber’s
name or specific product recommendations.
4. Compelling Email Content: Creating compelling and valuable
email content is essential to capturing subscribers’ attention and
driving engagement. Craft attention-grabbing subject lines that spark
curiosity or convey the value of your email content. Use a mix of
informative articles, how-to guides, case studies, exclusive offers,
and interactive elements to keep subscribers engaged and eager to
open your emails. Keep your emails concise, visually appealing,
and mobile-friendly for optimal readability across devices.
5. Automation and Drip Campaigns: Automation allows businesses
to send targeted emails based on specific triggers or actions taken
by subscribers. Implement drip campaigns to automate a series
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DIGITAL MARKETING
Notes of emails that deliver valuable content, nurture leads, and guide
subscribers through the customer journey. Set up automated emails
for welcome messages, abandoned cart reminders, post-purchase
follow-ups, or re-engagement campaigns to maximize efficiency
and customer engagement.
6. Testing and Optimization: Regular testing and optimization are
crucial to improving the performance of email marketing campaigns.
Conduct A/B tests to compare different subject lines, email layouts,
call-to-action buttons, or content variations. Analyze email metrics
and subscriber feedback to identify areas for improvement. Make
data-driven adjustments and refinements to optimize open rates,
click-through rates, and conversion rates over time.
7. Compliance and Subscriber Preferences: Adhere to email marketing
best practices and comply with relevant laws and regulations, such
as CAN-SPAM Act or GDPR. Provide subscribers with options to
manage their preferences, including the ability to unsubscribe or
customize the frequency and types of emails they receive. Respecting
subscriber preferences builds trust and fosters long-term customer
relationships.
IN-TEXT QUESTIONS
1. 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
2. __________ doesn’t fall under the category of digital marketing.
(a) TV
(b) Billboard
(c) Radio
50 PAGE

3. Which of the following is incorrect about digital marketing? Notes
(a) Digital marketing can only be done offline

(b) Digital marketing cannot be done offline
(c) Digital marketing requires electronic devices for promoting
goods and services
(d) In general, digital marketing can be understood as online
marketing, web marketing and e-mail marketing
4. How many types of pillars do we have in digital marketing?
(a) 1
(b) 2
(c) 3
(d) 4
5. Which of the following is involved in the digital marketing process?
(a) RSA
(b) Voice Broadcasting
(c) Podcasting
6. What is considered while creating a front page of the website
or homepage?
(a) References of other websites
(b) A brief elaboration about the company
(c) Logos portraying the number of awards won by the web
designer
(d) None of the above
7. What is the name of the process in which marketing is achieved
by incorporating tools, techniques, electronic devices, technologies
or systems?
(a) Internet Marketing
(b) Direct Marketing
(c) Electronic Marketing
(d) Interactive Marketing
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DIGITAL MARKETING
Notes 8. Which of the following is not specifically required by the search

engines?
(a) Poor user experience
(b) Keyword stuffing
(c) Buying links
9. Which of the following factors are responsible for leaving an
impact on the Google PageRank?
(a) The text depicting inbound links to a page of a website
(b) A total number of inbound links to a website’s page
(c) The subject matter of the site providing the inbound link
to a page of a website
(d) The number of outbound links on the page that contains
the inbound link to a page of a website
10. The full form of FFA page is __________.
(a) Free for All Links
(b) Free for Alexa
(c) Free for Alternative Links
(d) Free for All Search Engine
11. Which of the following is the correct depiction of optimization
strategy?
(a) Orange Hat Techniques
(b) Grey Hat Techniques
(c) Shady Hat Techniques
(d) Blue Hat Techniques
12. __________ is responsible for hamper the search rankings.
(a) Connecting to your own website from any random website
(b) Utilizing the same colors of texts as that of your background
pages
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(c) Integrating page templates into your page template Notes

13. Which of the following is the correct name for Facebook’s
ranking algorithm?
(a) Face Rank
(b) Edge Rank
(c) Like Rank
(d) Page Rank
14. Micro-blogging can be defined as __________.
(a) Mobile related blogs
(b) Blogs posted by companies instead of an individual
(c) Blogs encompassing limited individual posts, which are
typically limited by character count
15. Name the features offered by LinkedIn for paid business accounts:
(a) Facilitate posting pictures
(b) Facilitate to connect directly and send messages to people
(c) Ability to post in Groups and create a Group
(d) Ability to block users
2.12 Summary
Businesses need to employ efficient digital marketing tactics to stand out
and engage with their target audience in the fast-paced digital environment.
A well-designed digital marketing plan can aid firms in achieving their
objectives, boost brand recognition, and boost sales. In this chapter, we
have examined some of the most effective digital marketing tactics that
can help firms succeed in the current business environment. Understanding
the conversion funnel is essential for organisations looking to convert
website visitors into devoted clients in the age of digital marketing. The
user’s journey from their initial engagement with a business to completing
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DIGITAL MARKETING
Notes a desired action, like making a purchase, filling out a form, or subscribing
to a newsletter, is represented by the digital conversion funnel.
In this chapter, we have studied the digital conversion funnel, exploring
its key stages and providing actionable insights on optimizing each stage
to maximize conversions and business growth, Search Engine Optimiza-
tion (SEO) to content marketing, social media, and paid advertising, we
will dive into the essential elements and best practices of each strategy,
providing valuable insights to enhance your digital marketing efforts.

1. (a) E-mail Marketing
2. (d) All of the above
3. (b) Digital marketing cannot be done offline
4. (b) 2
6. (d) None of the above
7. (c) Electronic Marketing
9. (b) A total number of inbound links to a website’s page.
10. (a) Free for All Links
11. (b) Grey Hat Techniques
12. (b) Utilizing the same colors of texts as that of your background
pages.
13. (b) Edge Rank
14. (c) Blogs encompassing limited individual posts, which are typically
limited by character count.
15. (b) Facilitate to connect directly and send messages to people.

1. Why do most of the users engage in social networking? Do the
users receive any compensation?
54 PAGE

2. Explain digital marketing funnel and customer retention in detail. Notes

3. Differentiate between on page and off page SEO.
4. Explain in detail about social media marketing.
5. Explain in detail about paid advertising.
6. Create a digital marketing funnel for a consumer buying saree.
7. You are a business making handmade diaries. Make a detailed SEO
plan for the same.
2.15 References & Suggested Readings

Kotler, P.: ‘Megamarketing’, Harvard Business Review (March–April
1986), pp. 117–24.
Internet World Stats (2015) World Internet Users Statistics [Online]
http://www.internetworldstats.com/stats.html.
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Lyon (2009).
Duermyer, 2017. https://www.thebalance.com/can-you-really-make-
money-with-affiliate-marketing-1794168.
Oliveira, A., 2017. A Four-Step Guide To Creating Your Digital Marketing
Plan, https://www.forbes.com/sites/forbesagencycouncil/2016/11/17/a-
four-step-guide-to-creating-your-digital-marketing-plan.
McDonald, M., 2012. Market Segmentation: How to do it, how to
profit from it, John Wiley & Sons.
Stern, C. W. and Deimler, M. S., 2006. The Boston Consultancy
Group on Strategy: Classic concepts and new perspectives, John
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Chaffey, D. and Ellis-Chadwick, F., 2015. Digital Marketing Strategy,
Implementation and Practice, 6th edition. Financial Times/ Prentice
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Approach to Online Marketing, Kogan Page, Business & Economics.
Chaffey, D. Smith, P.R., 2017. Digital Marketing Excellence:
Planning, Optimizing and Integrating Online Marketing 5th Edition,
Routledge, ISBN-13: 978-1138191709.
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Notes Brodo, R., 2015. | Business Acumen, http://www.advantexe.com/

blog/how-digital-marketing-is-redefining-customer-segmentation
https://openai.com/blog/chatgpt.
Gangeshwer, D. K., 2013. E-Commerce or Internet Marketing: A
business review from Indian context. International journal of u- and
e-service, science and technology, 6 (6), 187–194.
56 PAGE

L E S S O N
3
Consumer Behaviour in
the Digital Era
Dr. Rutika Saini
Assistant Professor
Shri Ram College of Commerce
University of Delhi
Email-Id: rutika.saini@srcc.du.ac.in
STRUCTURE
3.2 Introduction
3.3 Online Consumer Behaviour
3.4 Consumer Decision-Making Process in Digital Environment
3.5 STP Framework
3.6 Online Marketing Mix
3.7 Users’ Experience in the Digital Marketing
3.8 Summary
3.11 References

To understand consumer behaviour pertaining to the digital marketing.
To know how the marketing mix is modified for the digital environment.
To comprehend the importance of Segmenting, Targeting, and Positioning in online
marketing.
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DIGITAL MARKETING
Notes
3.2 Introduction
The advent of technology and communicational advancements have given
a new dimension to marketing strategies. They have changed the way
people used to interact with each other. Consumers have been provided
with new and more convenient facilities such as the internet facility,
digital equipment, and various e-commerce channels. The digital envi-
ronment has created a wide scope for creativity and innovation in the
area of marketing and consumer behaviour.
Where at the one end, the introduction of online marketing leads to a wide
exposure to the marketers, it also creates a need to study the behaviour
of a consumer while interacting online. Access to digital content is highly
advantageous due to the cheaper distribution channels, low infrastructural
needs, and unlimited access to the users’ data. But besides providing so
many benefits, digitization has also led to fraudulent activities due to
easy access to illegal content as well. In the current chapter, the journey
of the Digital Marketing has been discussed with special reference to
the digital environment. Let’s dive into online consumer behaviour and
their digital voyage.
3.3 Online Consumer Behaviour

The marketing paradigm has undergone a sea change over the past decade.
The internet has a profound impact on various industries but very few
industries have witnessed a metamorphosis like marketing. Gone are the
days when knocking on doors or cold calling was considered the easiest
and most effective way of reaching out to consumers. Marketing profes-
sionals back in the 90s and 80s would have scoffed at the very idea that
a decade or two decades later, companies would be able to run real- time
marketing campaigns. No one would have harbored such thoughts.
Traditionally, consumers are known as rational beings who are involved in
systematic search behaviour. They are tending to collect the information
and then analyze it before making any decision regarding the purchase.
According to the Report of Datareportal published in 2023, there are 692.0
million internet users in India. Over 77% of the total population has access
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Consumer Behaviour in the Digital Era
to cellular mobile connections. With this high penetration rate in India, the Notes
mobile becomes the most used device to access internet services.
3.3.1 The Traditional Consumer Behaviour

Consumers are the most important part of any business activity. The
term “Consumer” can be defined as a person who used the product or
the service ultimately. He/she can be considered as the end user of the
product/service. The types of consumers can be classified on the bases
of the behaviour they show during the purchase. Following are some
common types of consumers:
1. Seasonal Consumers: Some consumers make their purchases based
on seasons. They purchase the products as and when the need
arises. As long periods go without sales, it becomes very difficult
for businesses to maintain cash flows throughout the year.
2. Personal Consumers: These are the consumers who purchase the
product for their personal, household, or family use. These consumers
take a personal interest in the decision-making process as they are
the ultimate users of the product or service.
3. Organizational Consumers: Organizational consumers are the
people who consume the product as a part of an organization.
These consumers buy the products in large quantities. They also
have a long-term association as they make frequent purchases. The
products and services provided to the organizational consumers have
to meet some specific quality standards and some special measures
are taken to ensure the same.
4. Impulse Buyers: The consumers who take their decisions in a hurry
and usually without any planning are known as impulse or impulsive
buyers. These kinds of consumers do not think much before buying
a product and therefore product placement becomes all the more
important. Marketers who target impulsive buyers are suggested to
place their products prominently in the stores.
5. Need-based consumers: These are the consumers who purchase
a product only when they need that product. They do not like to
purchase any product which is not needed by them and is of no
utility to them.
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Notes 6. Discount-Driven: The discount-driven consumers are the ones who

purchase a product only when it is being offered at a discounted
price. They do not usually engage themselves in the active buying
process until they come across a big discount or sale.
7. Habitual Consumers: These can be considered loyal consumers who
are compelled to buy the products irrespective of their limited supply
or higher prices. The classic examples of these kinds of consumers
are smokers. If they do not get a particular brand in one shop then
they immediately shift to the other shop for the brand of their choice.
3.3.2 Consumer Behaviour in the Digital Age

A drastic change in consumer behaviour has been observed in the last
decade. They expect a consistent and more personalized experience from
the marketer. They like to get personalized messages, e-mails, and texts
from the vendors. Marketers are expected to connect with them at the
right place and at the right time. This advancement in communication
technology has enabled marketers to tailor the product or the service on
a real-time basis.
It has been observed that consumers are not loyal consumers now, they
look for variety and better deals. This change in consumer behaviour
has put an extra burden on marketers to assimilate their products to suit
their changing requirements. The consumers are also concerned about
their post-purchase experience with the brand. To satisfy and retain the
customers, the marketers are offering a type of built-in offer of post-
purchase assistance. The definition of convenience is evolving from just
fulfilling the needs of the customers to knowing their future expectations
and meeting them. The modern era has led to the use of more sophis-
ticated marketing tools such as customer analytics, social intelligence,
and machine translation which allow the marketer to deliver and meet
the expectations of the consumers.
As consumers are more Tech-savvy today, they know how to skip and
avoid the advertisements by various marketers. More than 25% of mo-
bile users have installed ad-blockers and the number is ever-increasing.
Instead, they are looking towards a small group of people who have some
amount of credibility and can help them in the decision-making process.
60 PAGE

Following are some of the new traits of digital consumers: Notes

Setting Their Benchmarks: Pursuing consumers is not an easy task in the
digital era. Consumers usually get convinced by-products that are visually
appealing to them. They can easily make comparisons with the other brand
in the same category and choose the product or service that best suits them.
The brands need to be on their toes to match the consumer-set standards.
They also need to ensure their active participation on social media as it
has great influential power when it comes to digital marketing.
Word-of-Mouth: Virality can be considered one of the most effective
tools of marketing management. Consumers are tending to ask the experts
to guide them regarding a particular purchase. In the digital space, the
guidance is taken from the influencers, affiliates, users, ratings, testimo-
nials, etc. If a person wants to know about a product, then he usually
goes to the search engine and finds the right content, ratings, and reviews
about the product or service.
Less Tolerance: The customers expect the feedback to their actions in
real time. They want a clear and fast response to their queries. Only a
single post can create or destroy the image of the brand. The platforms
such as Quora, Facebook, Twitter, YouTube, LinkedIn, etc. According to
human psychology, people are tending to share and read negative reviews
and thoughts as compared to positive ones. Sometimes, the competitors
use this issue of negative reviews to gain a competitive edge. To handle
the situation, the marketers are suggested to pursue Online Reputation
Management (ORM) Strategy, so that it can enable the marketer to con-
vert the negative image to the positive one.
Experimentation: In ancient times, people used to collect information
from experienced consumers before making any purchase decision. But
now in the modern era, people are open to experimentation. They welcome
the new products and services with confidence. This experimentation of
consumers has allowed many startups such as Uber, Ola, OLX, OYO,
etc. to enter and grow in the Indian market.
Easy Switching: In the early days, consumers used to be loyal to a par-
ticular brand in a given product category. For example, people used to
purchase only the “Nokia” mobiles. But in recent times, there has been a
drastic change regarding consumer loyalty. People strive for variety and
quality. And if any other brand provides them with better quality and
lesser price then they easily switch to that brand.
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DIGITAL MARKETING
Notes Social Media Channels: The consumers decide which social media channel
to use for the brand. If most of the consumers are present on Facebook,
then the brand must have its presence on Facebook to keep the consum-
ers attracted and engaged. Brands can lose their credibility if they do not
exercise their active presence on the appropriate social media channel.
IN-TEXT QUESTIONS
1. Organizational consumers are the consumers who purchase a
product only on a specific time of the year. (True/False)
2. Impulse Buyers are the ones who go through the whole process of
decision making and then make the final purchase. (True/False)
3. __________ are the consumers who are loyal to some specific
brands.
4. __________ are the consumers who purchase a product only
when it is available on discount.
5. In the digital era, the consumers have become more loyal to the
brands. (True/False)
3.4 Consumer Decision-Making Process in Digital Environment

Consumers tend to form an impression of what is needed by them and
then try to learn about the product or the service before they make the
purchase. Whenever potential customers are encountered with something
new, they get engaged but do not necessarily show interest in the product
or service. If they are interested in the product, they may not necessarily
purchase the product. They go through a whole journey of decisions and
then finally make the purchase ultimately. In this section, we will discuss
the customer’s decision-making journey.
Figure 3.1: Consumer Decision-Making in Digital Space
62 PAGE

1. Need Recognition: It is the first step in the journey of consumer Notes

decision-making. It is the first instance when the potential customer
is made aware of the existence of the product so that they can
recognize the need for the product. The first impression of the
product or the service should be strong enough to drag the potential
customer to the next stage of decision-making.
This stage can be considered as the beginning of the decision-making
process. The potential customer cannot be satisfied with a brand in
a given product category in the first instance itself. They need to
be told about the need for the product in their lives. They have to
recognize the need first and then only they’ll show interest in the
related products.
For example, to attract a prospect, one has to have catchy lines. The
headline should be able to answer the question which is there in
the minds of the people. The marketer has to provide a reason to
the prospects so that they stay and listen to what the marketer has
to say.
In this stage, the people have just heard about the product or the
service through an ad or a piece of digital marketing. They are made
aware of the offering but they do not willing to do anything about
it. This is the start of the journey and therefore the prospects are
not ready to purchase it right now. They are not convinced enough
to purchase that particular product or service. Now, the marketer
has to convince the prospect to move to the next step with the help
of digital marketing activities.
2. Information Search: This is the second phase of the process where
the prospect creates some interest in the product and tries to gather
information about the same. They are interested but not yet satisfied
to make the purchases. This stage has a lot to do for the marketers it
can convert the prospect into the ultimate customer. Marketers need
to know how the prospects can be made interested in the product
so that they can increase the number of people who get captivated
by the brand. It will raise the response rate and the marketer shall
have more people in the sales funnel.
In this stage, digital marketing has an important role to play as social
media and other digital marketing channels can help the marketer to
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DIGITAL MARKETING
Notes create interest in the aware target. Marketers can scan the profile of
their prospects and can pinpoint their interest areas. The profiles can
be targeted based on their personas. Digital marketing has made this
part relatively easier as marketers can have access to consumer data.
Also, digital marketing can help the marketers to re-target people
who may lose interest in the product at some later point. A simple
way to initiate interest in the prospects is lead nurturing. The people
involved in digital marketing can help the brand to segment the
people and follow them through their decision-making journey.
3. Evaluate: In this stage, the prospects are allowed to take a trial
of the product or the service. The prospects get an idea about the
offering and how it would have felt if they had purchased it. They
start evaluating the different options available to them. When a
buyer starts thinking that a given product is somewhere near to
what they needed, half of the work is done.
However, they have just shown their inclination and have not been
converted yet. They need to be further induced. In the whole journey
of decision making “Trial” also has an important role to play as it
allows the customer to use it. A sample or an offer is provided to
the prospects so that they can get connected to the product.
In this stage, the people are interested but undecided.
In this stage, they are either brought towards the conversion or
just get out of the funnel because they get a first-hand experience
of the product or the service. The quality of the product or the
service should be satisfying enough so that they do not switch to
another brand. One tactic here that can help marketers to convert
prospects into customers is to offer them a special deal they can’t
resist. The special deal will allow them to reconsider your product
and ultimately purchase it. It shall also create a feeling of urgency
otherwise they would lose the deal.
4. Choice: The “Choice” stage is the time of ultimate purchase. By the
time the prospect reaches this stage, he has already made up his mind
to buy that particular product or service. In this phase of the cycle,
the prospect has formed his/her intention to purchase that item.
After making the intention, the prospects are tended to talk to others
about the item they are to purchase and try to gather additional
64 PAGE

information related to the same. Then finally after the collection of Notes
the information they evaluate the information and then if everything
goes well, they start the process of purchases. When a prospect
enters the stage of action, they are almost willing to make the final
investment.
However, the deal is not yet done and therefore the marketer/seller
should try to close the deal as early as possible. An over thinking
customer can even choose not to buy the product even after entering
the last stage of the funnel. The prospects are ted to search for the
extra reason to purchase a product on a given point in time and
therefore the seller is suggested to take some steps to close the
sales immediately.
5. Post-Purchase Behaviour: If the marketer managed to close the
sales and ultimately converted the prospects into the customer then
almost the job is done, however, it is not over yet. The marketer
has to make efforts to retain the existing customers so that they
can again buy from the same brand.
This practice of buying from the same brand repeatedly is known
as brand loyalty. In online marketing, the brand has to run various
campaigns to keep the existing customers engaged so that they
do not even think of another brand. The closure of the sale does
not mean the closure of the relationship. It is suggested to send a
monthly newsletter to the customers on their e-mail so that they
can be kept updated about the company’s offerings.
3.5 STP Framework

The STP framework stands for Segmenting, Targeting, and Positioning. It
is the process of combining three different marketing activities into one
framework. In simpler words, STP means the segmentation of a larger
group into different homogeneous groups, Targeting the best-suited group
and the adjustment of the product or service so its best suited to the
selected market segment.
Segmentation: It is the process of dividing the total market into various
groups so that people belonging to the same group have similar personas.
It can be considered as the allocation of different features to the entire
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DIGITAL MARKETING
Notes market base and classifying them based on those assigned features. Usu-
ally, the market is divided into segments on the following bases:
1. Geographic Segmentation: It is done based on the geographical region
the prospects belong to such as the country, state, city, village, etc.
For instance, McDonalds do not serve beef burgers in India.
2. Demographic Segmentation: It is done based on age, population,
occupation, gender, etc. For instance, the marketer can target only
teenage girls with a product.
3. Behavioural Segmentation: Where the prospects are judged on the
bases of their behaviour with the brand, for instance, how frequently
they visit your website.
4. Psychographic segmentation: Here the market is segmented on the
basis of the psychographic orientation of the prospect such as their
hobbies, interests, attitudes, perception, and lifestyle. For instance,
some people like to buy only from luxurious brands such as Armani
or Gucci.
Segmenting in Online Marketing: Marketers in the digital world can seg-
ment people based on their profile, their visits, or their likes. The digital
space has enabled customers to share their thoughts, location, and gender on
their profiles which can largely help marketers in the segmenting process.
Targeting: After segmenting, the marketer needs to choose the best
segment or segments to serve the same. Usually, the decision regarding
the selection is intuitive and is based on the experience of the marketer.
However, the same can be done by keeping the following points in mind.
1. Size of the Segment: It is often said that the larger is better. The
marketer can choose the largest segment so that the profits can also
be increased by creating synergies.
2. Profitability of the Segment: The marketer can choose the segment to
cater to based on the profit margins offered in that particular section
of the market. For example, the men segment can be considered
more profitable than that of the female segment.
3. Reach to the Segment: A wider reach to the customer is another
consideration for the selection of the appropriate segment. The reach
can lower the customer acquisition cost which directly contributes
to the profitability.
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Targeting in Online Marketing: The marketer can target a segment based Notes
on the interest of a particular segment. The marketer can also take cues
from web analytics to make a wise decision.
Positioning: After selecting the best-suited segment, the marketer needs
to run various campaigns to persuade them to make the final purchase.
The goal of positioning is to make a good connection with the audience
to create a competitive edge over others. An effective positioning depends
upon an engaging piece of content. There are three main components of
the positioning which are mentioned below:
1. Symbolic Positioning: This positioning is done where an image
of a customer is made when he/she owns that product. Usually,
luxury brands create symbolic positions so that it creates a feeling
of prestige among the users. For example, “Royal Enfield” has
created a position that the people owning Bullet motorbikes have
a different personality.
2. Functional Positioning: Here the poisoning is done to solve the
problems of the customers. The marketer identifies the problem areas
of the prospects and then tries to provide a solution to the same.
3. Experiential Positioning: How the customers feel when they use a
product or a brand. The brand tries to make an emotional connection
with the customer. Here the brand provides a real-life experience to
make the customers understand the know-how of the product/ service.
Positioning in Online Marketing: The brands can run online campaigns
to spread awareness among the users so that are kept engaged. The brand
can also take advantage of social media platforms to maintain a long-term
relationship with prospective customers.
Figure 3.2: STP Framework

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DIGITAL MARKETING
Notes
3.6 Online Marketing Mix
When the marketing is done online then the essence of marketing also
changes accordingly. The marketer has to take care of the new market-
ing mix as this can require some additional knowledge and tactics. This
section of the chapter throws light on the marketing mix of the new
digital world.
The knowledge of the online marketing mix shall equip the marketer to
create a better strategy and thus add value to the customer experience.
To create a perfect digital marketing strategy, a marketer needs to pay
attention to every key element of the marketing mix. Let’s discuss the 7
P’s of the online marketing mix in detail.
Figure 3.3: Online Marketing Mix

Traditionally a marketing mix consists of four marketing P’s i.e., Product,
Promotion, Price, and Place. Since its inception in 1970, the marketing
mix evolved into the 7 P’s (1981) and it includes People, Process, and
Physical Evidence as the main factor affecting the marketing activities.
Product: When it comes to online marketing, The products or the ser-
vices can still be offline. For example, you can order a product or a
service online but then it can be delivered in the physical form. This
decision of the marketer is regarding the appearance and the quantity of
the product. The marketer has to answer the following common question
while designing the product:
The brand, the product belongs to?
What the competitor has to offer in the same category?
What are the additional services the marketer needs to deliver along
with the product?
How the product would look like?
What quantity of the product shall be provided?
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How the quality of the product shall be ensured? Notes

What would be the validity of the product/Service in the case of
purely online products or services?
Price: It can be considered as the cost of the product a customer shall
have to pay to avail the product or the service. It includes various ele-
ments such as the amount of perceived value of the product, The time
involved in the purchase of the product, the taxes prevailing for that cat-
egory of the products, etc. The price of the product can be influenced by
the steps involved in the process of payment. A typical online purchase
shall include the following steps:
Registration to the website/Online marketplace.
Onboarding
Checkout
Download
Sometimes, a long checkout time can increase the cost and therefore re-
sult in a loss of sales. Therefore, a marketer is required to take pricing
decisions carefully so that it does not lead to loss to the company. There
are some prescribed pricing strategies mentioned in the section below:
1. The “Software as a Service” Model is where the customer can get
access to a product or service after the subscription. This model
works where the product or the service is not static and required
continuous revision/upgradation.
2. The “Single Purchase” Model where the purchase gives the right
of single-use only. It works well with the finished products as it is
there only for one-time consumption. The marketer has to ensure
that they deliver the best version as it cannot be updated at any
later point in time.
3. The “Free” Model is where the product itself is free and the
marketer is earning money from other sources. This model is most
popular in industries where their primary product does not have a
real purpose but still can attract a lot of customers who can look
for other related services there i.e., Advertising Model.
Place: In online marketing, it is the platform that brings the buyer and
the seller together. It allows them to interact and make the final sales or
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DIGITAL MARKETING
Notes purchases. Under digital marketing, the marketer is provided with many
options to make their offering available to the internet users.
The best place to reach the prospects is the one where the target audience
is accumulated. Following are some of the common platforms that are
used by most marketers:
Social Media: Social media has become a popular marketing and
selling platform in recent times. One can simply click on the “Shop
Now” button and make the purchases. They can also click on the
“Know More” button and can get redirected to the brand’s website.
Dedicated Online Store: These stores allow their respective brands
to showcase the products and allow them to purchase directly.
Online Market Place: These are the common platforms that allow
many sellers and buyers to interact under one roof. They feature
products belonging to different categories and brands. Some common
marketplaces are Amazon, eBay, Etsy, etc.
Promotion: It can be considered the communication tool in online market-
ing. It includes the functions like Advertising, Public relations, Publicity,
and Sales promotions. Digital marketing has enabled marketers to reach
the target audience in no time and they can better target and engage their
prospects. Digital marketing technologies have also allowed customers
to be more informed and active before and during the purchase process.
Some marketers try to reach directly to customers with the help of e-mail
or through direct advertising whereas some try to grab the attention of
the users by taking advantage of social media channels. The marketer
has to make a wise choice regarding the channel of communication as
it can have a major impact on sales in the future. Following are some
commonly used channels:
Search Engine Optimization and Search Engine Marketing
Social Media Advertising on the Platforms such as YouTube,
LinkedIn, Facebook, Instagram, etc.
E-mail Marketing
Influencer and Affiliate Marketing
Online promotions help the marketer to keep track of the activities so
that the cost can be attributed easily. The use of analytics can help them
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to know the relevance of each channel and build an effective strategy Notes
in the future.
People: As the marketing process is a little more complex in the digital
scenario, there is a need for people who can directly and continuously
pursue the customers to stay connected. To assess the people in the mar-
keting mix, there is a need to evaluate the interactions of the business
with the customers. The people of the company are the true asset and
they are responsible in making or breaking the company’s image. The
online support provided to the customer by integrating the social media
channels and utilizing the information retrieved from online reviews.
In online marketing, influencers and affiliates can also be used to promote
a particular brand. The influencers are the people who try to influence
people to try a brand whereas the affiliates are vocal about their affiliation
and provide a link to purchase a product or service in the description
box. The companies also use a fully dedicated support staff that is ready
to help the customers 24×7.
Process: The process in the marketing mix refers to the procedure used
for the delivery of the product using digital means. Process optimization
in digital marketing is concerned with the collection of data and measur-
ing it with the help of Key Performance Indicators. There is a need for
continuous monitoring of the operations to ensure the best processes. The
more formalized a process is, the more the chances of better governance
and better result.
Keeping track of the processes and performance of the overall system
allows marketers to pinpoint the key problem areas. Also, it can help
them to identify the problems before they go below the waterline.
Physical Evidence: In the offline set-up, the physical evidence is con-
cerned with the interior designs, facilities, souvenirs, etc. but in the online
set-up the physical evidence means the website, the home page, landing
page, content placement, ease of logging in, etc.
Brand awareness among various media can be considered a great example
of online evidence. It also consists of the power of a channel to reach its
target audience. A well-controlled and complete multi-channel experience
empowers the marketers to enhance the online evidence and provide the
customers with an unmatchable experience.
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DIGITAL MARKETING
Notes ACTIVITY
Discuss the Marketing Strategy followed by one of the popular Video
Streaming Apps “Netflix”. Also discuss the 7 Ps of the marketing
mix used by it to reach out its customers.
3.7 Users’ Experience in the Digital Marketing

The Users’ experience is considered to be one of the most crucial parts
of any marketing activity. If the user did not have a good experience with
the brand/product/website then they would never be converted into the
customers. In this section, we will be looking into the various dimensions
of the users’ experience.
Figure 3.4: Users’ Experience

1. Useful: Does the website provide information about the product or
service? Does it add to your knowledge?
2. Usable: Is the website user-friendly? Are you able to access the
content easily?
3. Findable: Are users able to find the information they had been
looking for?
4. Credible: Is your website or the platform safe to use? Does it look
or feel professional?
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5. Accessible: Can the website be used by people with hearing or Notes

visual impairment? Is it easily accessible by the people?
6. Desirable: How is the look of your website? Does it appeal to
people? Would they like to return to your website?
7. Valuable: Is the content available on the website valuable to the
user?
IN-TEXT QUESTIONS
6. The consumer decision making process starts with the __________.
(a) Need Recognition
(b) Choice
(c) Information Search
7. The consumer decision making process ends with the __________.
(a) Need Recognition
(b) Choice
(c) Information Search
8. __________ refers to the division of the consumer base into
different groups.
(a) Segmenting
(b) Targeting
(c) Positioning
9. __________ positioning is done where an image of a customer
is made when he/she owns that product.
(a) Experiential
(b) Functional
(c) Symbolic
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DIGITAL MARKETING
Notes CASE STUDY

“AUR DIKHAO”
management@col.du.ac.in
About the Industry

The emergence of e-commerce channels has changed the way busi-
nesses used to transact with customers. There is an estimation of
growth in the e-commerce industry from US$ 38.5 Billion in 2017
to US$ 200 Billion in 2026. The reason behind it is the advance-
ments in communication technology and the penetration of mobile
and internet facilities.
Some of the major players in the e-commerce industry in India are
Amazon, Flipkart, jabong, Myntra, and Paytm.
About the Company

Amazon is an e-commerce firm that has emerged as one of the
largest online retailers in recent times. It is prominently working in
the retail sector and also in cloud services. The company started its
business in 1994 with the retail in the books segment but now it has
grown exponentially. Amazon started its operations in India in the
year 2013 and since then it is kept on penetrating the Indian market.
“Aur Dikhao” - A Campaign by the Amazon

When Amazon was launched in India, e-commerce was a new con-
cept in India. To penetrate the Indian audience well, they started
a campaign called “Aur Dikhao”. The purpose behind running this
campaign was to make people aware of its wide variety of products.
The campaign was run in full swing with the jingle “Hindustani
Dil Kehta Hai- Aur Dikhao”. The campaign was well publicized on
various social media channels.
As a result, the campaign attracted a huge number of audiences.
The YouTube campaign was a success with almost 21 lakh views in
eight months. The users were encouraged to participate in the Twit-
ter contests and the hashtag #Aurdikhao became popular overnight.
74 PAGE

Questions for Discussion: Notes
1. How a campaign can help any brand attract an audience?

2. What are the main tactics which made the campaign a success?
3. As a marketer, what would be your strategy to engage the
audience in the digital space?
3.8 Summary
The above chapter talks about consumers in the digital world. Understanding
the consumers has always been an important element of marketing and
when it comes to understanding online consumerism, it becomes all the
more important for the marketer to know about their tastes, preferences,
and expectations of them. Today’s online consumer is more-informed,
experimental, and less loyal, and therefore the marketer has to continu-
ously monitor the activities of prospective consumers. The chapter deals
with the buying decision of the digital consumer and also discusses the
process of Segmenting, Targeting, and Positioning.
The later section of the chapter talks about the Online Marketing Mix. The 7
P’s (Product, Price, Place, Promotion, People, Process, and Physical Evidence)
are the essence of any marketing function the marketer needs to pay special
attention to each of the P’s. The last section of the chapter deals with the
users’ experience in digital marketing as they are more exposed and more
knowledgeable which leads to more options and more expectations.

1. False
2. False
3. Habitual Consumers
4. Discount-Driven
5. False
6. (a) Need Recognition
8. (a) Segmenting
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DIGITAL MARKETING
Notes
1. Who is a Digital Consumer? How he/she is different from the
traditional consumer?
2. Explain the journey of purchase decision-making in the digital world.
3. What is Online Marketing Mix?
4. Explain the relevance of “Online Evidence” in the marketing Mix.
5. Explain the role of positioning in the STP framework.
3.11 References
Bhat, S., & Reddy, S. K. (1998). Symbolic and functional positioning
of brands. Journal of consumer marketing, 15(1), 32 - 43.
Nargundkar, R. & Sainy, R. (2018). Digital marketing: Cases from
India. Notion Press.
Tanuwijaya,H. S., & Melinda, T. (2017). Online Marketing Strategy
of Hot Wheels Product Using Marketing Mix.
https://business.adobe.com/blog/basics/stp-marketing-model
https://engaiodigital.com/online-marketing-mix/

Charlesworth, A. (2014). Digital marketing: A practical approach.
Routledge.
Gupta, S., & Davin, J. (2020). Digital marketing. McGraw Hill
Education (India) Private Limited.
Dodson, I. (2016). The art of digital marketing: the definitive guide
to creating strategic, targeted, and measurable online campaigns.
John Wiley & Sons.
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L E S S O N
4
Social Media Analytics
Dr. Anuj Jatav
Assistant Professor
Shri Ram College of Commerce
University of Delhi
Email-Id: anujdse@gmail.com
STRUCTURE

4.2 Introduction
4.3 Data Type and Collection
4.4 Data Collection in Social Media Analytics
4.5 Structured and Semi-Structured Data
4.6 Social Media Metrics
4.7 Social Media-ROI
4.8 Social Networks and Social Network Analysis
4.9 Social Media Analytics with Unstructured Data
4.10 Social Customer Relationship Management
4.11 Text Mining for Communication and Reputation Management
4.12 Big Data in Social Media Analytics
4.13 Internet of Things
4.14 Summary
4.17 References
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DIGITAL MARKETING
Notes
Understand the concept of social media analytics and its importance
in the digital marketing landscape.
Identifythe major social media platforms and the types of data that
can be collected and analysed from each platform.
Learn about the various metrics and KPIs used to measure social
media performance, such as reach, engagement, impressions, clicks,
conversions, and sentiment analysis.
Understand the process of social media listening and monitoring,
including tools and techniques used to track brand mentions, customer
feedback, and industry trends.
Learn how to analyse and benchmark competitors’ social media
presence, content strategies, and engagement levels, and identify
opportunities for differentiation.
4.2 Introduction
To understand user behaviour, engagement, and trends, social media
analytics refers to the activity of gathering and analysing data from var-
ious social media platforms. To evaluate the effectiveness and impact of
social media campaigns and initiatives, tracking and evaluating metrics
like likes, comments, shares, followers, reach, impressions, and sentiment
analysis are necessary.
Social media may help businesses by helping marketers to identify con-
sumer behaviour trends that are pertinent to their industry and can affect
how successful their marketing campaigns are. Another significant way
that social media analytics aids marketing campaigns is by offering the
information needed to calculate a campaign’s Return on Investment (ROI)
depending on the traffic it receives from various social media channels.
Through social media analytics marketers can also assess the success of
other social media sites, such as Facebook, LinkedIn, and Twitter, as well
as individual social media postings, to determine which messaging and
topics are more well-liked by a target demographic (Moe & Schweidel,
2017).
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Here are some key aspects and techniques commonly used in social Notes
media analytics:
(i) Data Collection: The first step in social media analytics is
to collect pertinent data from websites such as Facebook,
Twitter, Instagram, LinkedIn, and others. These platforms’ APIs
(Application Programming Interfaces), as well as third-party
social media analytics tools, can be used to access this data.
(ii) Engagement Metrics: Metrics like likes, comments, shares,
retweets, and mentions allow us to measure how engaged users
are with the material on social media. Finding the success
of particular posts or campaigns is made easier by analysing
these metrics.
(iii) Reach and Impressions: Reach is the number of distinct
users who have viewed a specific article or piece of content,
whereas impressions are the overall frequency with which the
material has been shown. These metrics aid in assessing the
general exposure and visibility of social media information.
(iv) Follower Growth: Understanding how you’re following or
subscriber count has changed over time can help you determine
how successful your content marketing initiatives have been.
The influence of particular events or activities might be
indicated by abrupt increases or decreases in follower count.
(v) Sentiment Analysis: Sentiment analysis is evaluating the positive,
negative, or neutral sentiment users have expressed toward
a company, a product, or a marketing initiative. Techniques
for Natural Language Processing (NLP) are frequently used
to analyse and classify user comments and mentions.
(vi) Influencer Analysis: Influencer marketing tactics can be shaped
by locating and evaluating influential users or accounts within
a specific social media community. When assessing potential
influencers, metrics like follower count, engagement rate, and
relevancy to the target audience are taken into account.
(vii) Competitive Analysis: Monitoring competitors’ social media
performance and activity can give you useful information
about market trends, customer tastes, and potential areas for
improvement.
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DIGITAL MARKETING
Notes (viii) Reporting and Visualization: Making the gathered information

and insights visually appealing and usable is the last step in
social media analytics. Stakeholders may comprehend the
effects of social media activities and make wise decisions
with the use of dashboards, charts, and reports.
Businesses and individuals can use social media analytics to evaluate
the success of their social media initiatives, spot areas for expansion,
and make data-driven decisions to increase interaction and successfully
target their target market.
4.3 Data Type and Collection

Types of Data
Various forms of data are gathered and analysed in social media ana-
lytics to learn more about user behaviour, engagement, and trends. The
following are the data formats used for social media analytics.
4.3.1 Textual Data

Textual data includes user-generated material like posts, comments, re-
views, and hashtags on social media. Natural Language Processing (NLP)
techniques are used to analyse text data to extract sentiment, identify
subjects, and comprehend user sentiment and opinions. Businesses and
people can learn more about user sentiment, opinions, areas of interest,
and trends by analysing textual data. Businesses and people can learn
more about user sentiment, opinions, areas of interest, and trends by an-
alysing textual data. Here are some key aspects of textual data in social
media analytics:
(i) Sentiment Analysis: In sentiment analysis, commonly referred
to as opinion mining, the sentiment conveyed in social media
text is ascertained. It aids in determining whether user feelings
about a company, a product, or a subject are favourable,
unfavourable, or neutral. To categorise and quantify the
sentiment in social media information, sentiment analysis
can be done using machine learning and natural language
processing techniques.
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(ii) Topic Extraction: Finding the primary themes or subjects Notes

covered in social media chats is known as topic extraction. It
offers information on popular topics and debates and assists
in identifying the main user interests. When analysing textual
data, methods like text clustering, topic modelling, and keyword
extraction are employed to pinpoint crucial subjects.
(iii) User Feedback and Reviews: Businesses may comprehend
consumer experiences, spot recurring problems or concerns,
and assess overall satisfaction by analysing text data from user
feedback and reviews on social media platforms. It enables
businesses to develop their offerings, respond to client requests,
and make improvements.
(iv) Brand and Campaign Monitoring: Searching social media
content for brand mentions and campaign-related conversations
can reveal information about a company’s reputation, brand
awareness, and the effectiveness of marketing campaigns. It
aids in determining influencers, measuring campaign reach
and success, and responding to user comments or questions.
(v) Hashtag Analysis: As they classify and group information
around particular subjects or events, hashtags are essential to
social media conversations. Analysing hashtags makes it easier
to spot popular subjects, keep an eye on how campaigns are
doing, and monitor user interaction and mood with regard to
particular hashtags.
(vi) Social Listening: In order to understand user opinions, preferences,
and trends, social listening entails listening to and analysing
social media interactions. Organizations can uncover new trends,
client wants, and market demands by analysing textual data,
enabling them to modify their strategies and product offers
accordingly.
(vii) Textual Insights for Content Creation: Social media text
data analysis can offer ideas and insights for content creation.
Organizations may produce more interesting and pertinent
content that connects with their followers by understanding the
words, ideas, and expressions utilised by their target audience.
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DIGITAL MARKETING
Notes
4.3.2 Numeric Data
Metrics and quantitative data of social media activities are examples of
numerical data. Whereas likes, shares, comments, follower counts, im-
pressions, reach, engagement rates, conversion rates, click-through rates,
and other key performance indicators are a few examples (of KPIs) that
cover the concept of numeric data. Numeric data numbers aid in evaluating
and monitoring the effectiveness of social media campaigns and activities
and at the same point of time analysing numerical data and metrics are
involved in tracking performance, gauging engagement, and assessing the
success of social media operations (Kurniawati et al., 2013). Here are
some key aspects of numeric data in social media analytics:
(i) Engagement Metrics: User engagement and interaction with social
media material are measured by engagement metrics. Likes, comments,
shares, retweets, responses, and click-through rates are a few
examples of engagement indicators. The impact and efficiency of
social media efforts in grabbing and holding users’ attention can
be evaluated by analysing these variables.
(ii) Reach and Impressions: Metrics like reach and impressions are used
to gauge how visible and exposed social media content is. Reach is
the number of distinct users who have viewed a certain article or
piece of content, whereas impressions are the overall frequency with
which the material has been shown. Analysing reach and impressions
enables one to estimate the scope of content dissemination and its
potential audience penetration.
(iii) Follower Growth: The number of followers or subscribers is
tracked over time to determine whether there has been an increase
or decrease. It offers information about the general appeal and
influence of social media profiles. Understanding the efficiency of
content strategies and campaigns in luring and retaining followers
may be gained by analysing follower growth.
(iv) Conversion Metrics: The efficiency of social media efforts in generating
intended actions or conversions is assessed using conversion metrics.
Metrics like click-through rates, website visits, form submissions,
downloads, purchases, or any other particular activities that are in line
with the campaign objectives might be included in this. Conversion
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metric analysis aids in determining the ROI and effectiveness of Notes

social media efforts in producing quantifiable results.
(v) Ad Performance Metrics: For ad performance indicators like
impressions, clicks, click-through rates, conversions, and Cost Per
Acquisition, if social media advertising is used, numerical data
is gathered. These indicators assist in improving ad targeting and
message as well as assessing the efficacy and efficiency of marketing
campaigns.
(vi) Audience Demographics and Insights: Number-based audience
demographic information offers useful insights into the traits and
preferences of social media users. Demographic data such as age,
gender, location, and interests are included in this. For greater
engagement and relevance, material and campaigns can be tailored
to specific target segments by analysing viewer demographics.
(vii) Comparative Metrics: Comparative metrics measure how well social
media initiatives or accounts perform in comparison to competitors
or industry standards. This contains stats like engagement rates,
follower growth rates, and criteria for reach and impressions. Setting
attainable goals and identifying areas for development are all aided
by comparative analysis.
4.3.3 Image and Video Data

Platforms for social media mainly rely on visual content, such as pictures
and videos. Techniques including object detection, video sentiment anal-
ysis, and image recognition are used to analyse picture and video data.
This information can shed light on the sentiment, appeal, and popularity
of the visual content. Images and videos can be analysed to gain useful
information on user preferences, engagement, and sentiment toward visual
material (Zeng et al., 2010). Here are some key aspects of image and
video data in social media analytics:
(i) Visual Content Analysis: Techniques including object detection,
video sentiment analysis, and image recognition are used while
analysing photos and videos. These methods aid in the recognition of
things, scenes, people, and feelings in visual content. Organizations
can learn more about user interests, trending topics, and aesthetic
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DIGITAL MARKETING
Notes preferences by understanding the visual components that make up

the content.
(ii) Engagement and Performance Metrics: Engagement metrics like
likes, comments, shares, views, and playtime can be used to evaluate
images and videos. These indicators are used to gauge the popularity
and efficacy of visual material. It is possible to determine which
visual content is the most interesting and effective by analysing
engagement metrics related to particular photos or movies.
(iii) Visual Sentiment Analysis: Analysing the emotional tone that is
expressed in pictures and videos is known as visual sentiment analysis.
Understanding the mood or feelings elicited by visual content can
affect how users perceive it and how engaged they are. Organizations
can assess the emotional impact of their visual material and make
necessary improvements by analysing visual sentiment.
(iv) User-Generated Visual Content: User-generated visual content, such
as pictures or videos posted on social media by consumers, can offer
insightful details about their interactions and experiences with a
company or a product. Organizations can see trends in user- generated
content, user-generated campaigns, and user-generated influencer
marketing potential by analysing user-generated visual material.
(v) Influencer Visual Content Analysis: An analysis of the visual
information posted by influencers can be used to evaluate the quality,
relevancy, and effect of their content. Influencer marketing is a
common tactic on social media. Influencer selection, cooperation,
and campaign optimization all benefit from an understanding of
influencers’ preferences for and approaches to visual material.
(vi) Visual Branding Analysis: It is possible to evaluate how successfully
a brand’s visual identity and branding components are conveyed to
and accepted by the public by looking at photographs and videos
related to the brand. This report offers information on brand
identification, brand perception, and aesthetic consistency across
social media platforms.
(vii) Image and Video Recognition: Techniques for image and video
recognition can be used to locate certain products, brand logos,
or other visual content. This aids in tracking brand visibility,
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visual analysis of brand mentions, and detection of possible brand Notes

infringements or unauthorised use.
4.3.4 Demographic Data

Information regarding a person’s attributes, such as age, gender, location,
occupation, and interests, is referred to as demographic data. To create
campaigns and material that is specifically targeted to the target audience,
demographic data is used to segment the audience. Organizations can
customise their content and marketing efforts to target niche audiences by
analysing demographic data since it gives them insights into the make-up
and preferences of the target audience (Mosley Jr., 2012). Here are some
key aspects of demographic data in social media analytics:
(i) Age and Generational Analysis: It is easier to target particular age
groups with pertinent material and messaging when you are aware
of the age distribution of social media users. It aids businesses in
modifying their communication and strategy to appeal to various
generations, including Millennials, Gen Z, and Baby Boomers.
(ii) Gender Analysis: Understanding gender-specific preferences, interests,
and engagement patterns require a gender analysis of social media
users. It aids in developing marketing strategies and messaging that
are specifically aimed at appealing to particular gender groupings.
(iii) Location and Geographic Analysis: Geographic data enables firms
to target particular regions for localised marketing initiatives or
to customise their content or campaigns depending on regional
preferences. Geographic data helps determine the geographical
distribution of social media users. It aids in identifying target
markets and recognising local trends and cultural quirks.
(iv) Interests and Affinities: To create personalised and targeted content
that caters to the preferences of the target audience, it is helpful to
analyse user interests, hobbies, and affinities. Social media networks
offer information on users’ interactions, likes, and followers that may
be utilised to determine their interests and affinities and improve
content personalization.
(v) Occupation and Industry Analysis: It is possible to gain insight into
social media users’ professional interests, preferences, and potential
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DIGITAL MARKETING
Notes target markets by learning about their professions or businesses. It

aids businesses in customising their campaigns or content to appeal
to particular industry sectors or professional groups.
(vi) Socioeconomic Status: Understanding the purchasing power and
consumer behaviour of social media users involves analysing
demographic information connected to socioeconomic position,
such as income level or educational background. Designing price
strategies, product positioning, and targeted marketing efforts are
made easier with the use of this information.
(vii) Audience Segmentation: For audience segmentation, which divides
social media users into different groups based on their demographic
traits, demographic data is used as the foundation. Organizations can
produce tailored content, promotions, and individualised experiences
that appeal to particular segments by using audience segmentation.
4.3.5 Time and Date Data

For analysing temporal patterns and trends in social media activity, time
and date data are crucial. When posts were published, user activity pat-
terns throughout the day or week, and the moment when engagement
peaked are all covered in this data. It details the frequency and timing of
social media activity. Organizations may better understand user behaviour
patterns, plan posting schedules, and choose the best times to interact
with their audience by analysing time and date data (Moe & Schweidel,
2017). Here are some key aspects of time and date data in social media
analytics:
(i) Posting Time Analysis: Finding the ideal times to post material on
social media networks is made easier by analysing the time and
date data. Organizations can identify the times when their target
audience is most engaged and likely to interact with their content
by analysing user activity patterns. This increases the exposure and
audience of social media posts.
(ii) User Activity Patterns: Organizations can discover trends in user
behaviour, such as peak usage periods, days of the week with the
most interaction, or seasonal fluctuations in social media activity,
by analysing time and date data. Knowing these tendencies enables
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more effective planning and scheduling of social media campaigns Notes

and content distribution.
(iii) Real-time Engagement Monitoring: Real-time social media activity
monitoring reveals insights into the reactions and engagement of
users with content. It enables enterprises to keep track of user
activities and act quickly in response, facilitating timely engagement
and customer assistance.
(iv) Campaign Timing and Duration: Organizations may choose the
best timing and duration for their social media initiatives by
analysing time and date data. Organizations may increase the impact
and effectiveness of their efforts by pinpointing times when user
engagement is greatest and adjusting marketing schedules accordingly.
(v) Event and Trend Analysis: Organizations can discover key events,
holidays, or trends that may influence social media activity by using
time and date data analysis. Organizations can take advantage of
the elevated user interest and engagement linked to these events
by aligning content with them.
(vi) Time zone Considerations: Organizations can better serve a worldwide
audience by taking into account different time zones by analysing
time and date data. They can use it to plan articles or campaigns
that target users in different parts of the world and engage them.
(vii) Historical Data Comparison: Organizations can spot trends, modifications
in user behaviour, or the effects of particular events or campaigns
over time by comparing time and date data over several time frames.
Making data-driven judgments, identifying effective methods, and
fine-tuning plans are all made easier by this study.
4.3.6 Location Data

The geographic distribution of social media users and their interactions
can be analysed using location data. It aids in the identification of regional
preferences, the targeting of certain areas for campaigns, and the analysis
of the effects of events or activities that are particular to a given place.
It enables businesses to comprehend the demographics of their audience
and to target particular target markets or geographic areas with content
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DIGITAL MARKETING
Notes and advertising campaigns (Moe & Schweidel, 2017). Here are some key
aspects of location data in social media analytics:
(i) Geographical Distribution: Location information reveals information
on the geographic distribution of social media users. It assists in
locating the nations, areas, or cities where the target market is
concentrated, allowing businesses to adapt their content and marketing
strategies to meet regional tastes and cultural quirks.
(ii) Regional Trends and Preferences: Finding regional trends and
preferences in social media activity is made easier by analysing
location data. It enables businesses to pinpoint issues, hobbies, or
goods that are more popular in particular geographic areas. With the
help of this data, personalised advertising that reflect local tastes
can be developed.
(iii) Localized Marketing: By customising information, offers, and
campaigns to certain regions, location data helps firms to deploy
localised marketing tactics. Organizations may deliver more pertinent
and successful marketing messages by having a better awareness
of the tastes and requirements of local audiences.
(iv) Geotagging and Check-Ins: Users can check in at particular locations
or tag their position on many social media sites. Understanding
popular locations, occasions, or landmarks that users interact with
can be learned from the analysis of geotagged data. This data can
be used for location-based targeting, for locating influential places,
or for collaborating with nearby companies or influencers.
(v) Location-Based Campaigns: Organizations can design location-
based marketing strategies that target people in particular regions
thanks to location data. For instance, promoting a nearby event,
providing discounts based on a specific place, or creating content
customised to a certain city or area. Location-based campaigns can
boost relevance and participation among people in particular regions.
(vi) Competitor Analysis: Understanding the geographic reach and
penetration of competitors is made easier by doing a location
analysis. Organizations can use this information to plan their market
expansion or competitive positioning by identifying the strengths
and weaknesses of their rivals.
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(vii) Market Expansion and Targeting: Based on geographic insights, Notes

location data helps businesses identify new markets or target
categories. Organizations can improve their market expansion plans
and focus on particular regions for growth by analysing areas where
their products or services have a strong demand or potential.
(viii) Event-Driven Insights: Organizations can analyse user participation
and interactions during particular events or occasions with the use
of location data. The ability to link content and campaigns with
pertinent events for greater visibility and engagement allows firms
to better understand how location-specific events affect social media
activities.
4.3.7 Influencer Data

Influencer data offers details about social media influencers, such as their
number of followers, engagement rates, the effectiveness of their mate-
rial, and the relevance of their messages to particular target audiences.
The selection of influencers and evaluation of the efficacy of influencer
marketing initiatives are both aided by the analysis of influencer data.
For organisations and marketers to understand the impact and reach of
important people within their target audience, influencer data is essential
to social media analytics. Here are some key aspects of influencer data
in social media analytics:
(i) Follower Count: A fundamental indicator used to estimate an
influencer’s potential reach is the number of followers they have.
A wider audience that may be exposed to your brand or message
is often indicated by higher follower counts.
(ii) Engagement Metrics: Likes, comments, shares, and retweets are
engagement metrics that give information about how involved and
active an influencer’s audience is. When working with an influencer,
these measures can help you gauge the level of engagement and
interaction you can anticipate.
(iii) Demographic Information: Social media sites frequently disclose
demographic information, such as age, gender, location, and interests,
about an influencer’s followers. This data makes it easier to determine
whether an influencer’s audience fits with your intended audience.
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DIGITAL MARKETING
Notes (iv) Content Performance: You may assess how well an influencer’s
postings are doing at attracting attention and creating interaction
by looking at their content performance indicators, such as reach,
impressions, and click-through rates.
(v) Sentiment Analysis: Sentiment analysis provides insight into the
general attitudes of an influencer’s audience about a given subject
or product. You may analyse the potential influence of an influencer
on the reputation of your brand by learning whether their audience
is positive, neutral, or negative from this information.
(vi) Conversion Tracking: Businesses can track the direct effect of
influencer material on website traffic, conversions, or sales by using
tracking links or special promo codes. You may assess the Return
on Investment (ROI) of influencer marketing efforts using the data
provided.
(vii) Brand Affinity: You can determine an influencer’s brand affinity
and alignment by learning about their past partnerships with brands
in your sector. It enables you to determine whether they have
experience working with competing or related brands.
(viii) Audience Authenticity: A key component of influencer marketing is
authenticity. It is possible to tell whether an influencer’s followers
are sincere and engaged by looking at their audience’s engagement
patterns, follower growth, and audience interactions.
4.3.8 Network Data

Network data focuses on the relationships and connections between so-
cial media users. It includes information about followers, connections,
mentions, and interactions among users. Its analysis and understanding
of the relationships and connections between users within a social media
platform. It focuses on the network structure, interactions, and dynamics
among users, which can provide valuable insights for businesses and
marketers. Here are some key aspects of network data in social media
analytics:
(i) Social Network Analysis (SNA): SNA is a method used to study
the relationships and interactions between users within a social
network. It involves analysing data such as followers, connections,
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mentions, and interactions to identify influential users, communities, Notes

and patterns of information flow.
(ii) Influence and Centrality: Network data helps identify influential users
or nodes within a social network. Centrality metrics, such as degree
centrality (number of connections), betweenness centrality (intermediary
role), and eigenvector centrality (importance of connected nodes) are
used to measure the influence and centrality of users in a network.
(iii) Community Detection: Community detection involves identifying
clusters or groups of users within a social network who share
similar interests, behaviours, or connections. Analysing network data
can help identify communities, which can be useful for targeted
marketing, identifying potential brand advocates, or understanding
user preferences.
(iv) Virality and Information Diffusion: Network data analysis allows
the study of how information, ideas, or content spread within a
social network. By tracking the path of information dissemination,
businesses can understand the dynamics of virality and identify
influential users who contribute to the spread of content.
(v) User Interactions: Network data provides insights into how users
interact with each other within a social network. This includes analysing
mentions, replies, comments, and sharing patterns. Understanding
user interactions can help businesses identify key influencers, brand
ambassadors, or potential partnerships.
(vi) Sentiment and Opinion Analysis: Network data can be combined
with sentiment analysis techniques to understand the sentiment and
opinions expressed within a social network. This can help businesses
gauge the public perception of their brand, products, or campaigns
and make informed decisions accordingly.
(vii) Network Growth and Evolution: By analysing network data over
time, businesses can observe the growth and evolution of a social
network. This includes identifying new users, tracking changes in user
connections, and understanding the emergence of new communities
or trends.
(viii) Influencer Network Mapping: Network data can be used to
map the connections and relationships between influencers within
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DIGITAL MARKETING
Notes a specific industry or niche. This can help businesses identify

potential collaboration opportunities, partnerships, or influencer
marketing strategies. Network analysis helps identify key influencers,
communities, and patterns of information flow.
IN-TEXT QUESTIONS
1. Social media analysis involves gathering and analysing data
from various social media platforms to gain insights and make
informed decisions. (True/False)
2. Social media analysis only focuses on quantitative data, such as
likes and shares. (True/False)
3. Social media analysis can help businesses understand their target
audience, including demographics, interests, and preferences.
(True/False)
4.4 Data Collection in Social Media Analytics

Data collection in social media analytics involves gathering and extracting
relevant information from various social media platforms to analyse and
derive insights. Here are some common methods and techniques used for
data collection in social media analytics:
(i) Public APIs: Most major social media platforms, such as Facebook,
Twitter, Instagram, and LinkedIn, provide Application Programming
Interfaces (APIs) that allow developers to access and retrieve data.
These APIs typically offer functionalities to fetch user profiles,
posts, comments, likes, shares, and other relevant information.
(ii) Web Scraping: Web scraping involves automatically extracting data
from websites, including social media platforms. It can be used to
collect publicly available information, such as posts, comments, and
profiles. However, it’s important to review and adhere to the terms of
service and API usage policies of each platform to ensure compliance.
(iii) Streaming APIs: Some social media platforms offer streaming APIs
that provide real-time access to data. These APIs allow users to
collect live data as it is generated on the platform, enabling real-
time monitoring and analysis of social media conversations and
trends.
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(iv) Third-Party Tools and Services: There are various third-party tools Notes
and services available that specialize in social media analytics and
data collection. These tools often provide user-friendly interfaces and
automated data collection features, making it easier to gather and
analyse data from multiple social media platforms simultaneously.
(v) Social Listening and Monitoring Tools: Social listening tools allow
businesses to monitor and collect data related to specific keywords,
hashtags, or mentions across social media platforms. These tools
provide insights into brand mentions, sentiment analysis, and customer
conversations, enabling businesses to understand and respond to
customer needs.
(vi) Surveys and Questionnaires: In addition to collecting data directly
from social media platforms, businesses can also use surveys and
questionnaires to gather specific information from their social media
audience. These methods allow for more targeted data collection,
such as preferences, opinions, and feedback.
(vii) User-Generated Content: User-generated content, such as posts,
images, videos, and reviews, can be collected from social media
platforms to gain insights into customer experiences, product
feedback, and brand sentiment. This data can be manually collected
or automated using specific keywords or hashtags.
(viii) Collaborations with Influencers and Partners: Collaborating with
influencers or partners in social media campaigns can provide access
to their audience and the data generated through those campaigns.
This can include metrics such as reach, engagement, and conversions.
When collecting data from social media platforms, it’s important to en-
sure compliance with privacy regulations, platform terms of service, and
ethical guidelines. Additionally, data security measures should be in place
to protect the collected data and ensure user privacy.
4.5 Structured and Semi-Structured Data

In social media analytics, data can be categorized into structured and
semi-structured formats based on the level of organisation and standard-
isation. Here’s an overview of structured and semi-structured data in the
context of social media analytics.
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Notes
4.5.1 Structured Data
Structured data in social media analytics refers to organized and stan-
dardized information that can be easily captured, stored, and analysed
in a tabular format. It typically includes specific metrics and attributes
that are readily available from social media platforms or third-party tools
(Koukaras & Tjortjis, 2019). Here are some examples of structured data
commonly used in social media analytics:
(i) Engagement Metrics: Structured data includes metrics related to
user engagement with social media content, such as the number
of likes, comments, shares, retweets, reactions, and views. These
metrics provide insights into the level of interaction and interest
generated by a particular post or campaign.
(ii) Follower Counts: The total number of followers or subscribers an
account has is a structured data point. It helps gauge the reach and
potential audience for a social media account or influencer.
(iii) Demographic Information: Structured data includes demographic
attributes of social media users, such as age, gender, location,
language, and interests. This information allows businesses to
understand their audience and target their content or advertising
campaigns more effectively.
(iv) Performance Metrics: Structured data includes various performance
metrics that measure the effectiveness of social media activities.
These can include metrics like reach, impressions, Click-Through
Rates (CTR), conversion rates, bounce rates, and average session
duration. These metrics help evaluate the success and impact of
social media campaigns.
(v) Sentiment Analysis: Structured data in sentiment analysis includes
sentiment scores or classifications assigned to social media posts
or comments. These scores can indicate whether the sentiment
expressed is positive, negative, or neutral, allowing businesses to
track brand sentiment and customer perception.
(vi) Time Stamps: Structured data includes time stamps indicating when
social media posts, comments, or interactions were created. Time-
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based analysis can help identify peak activity periods, optimal Notes
posting times, and patterns of user engagement.
(vii) Hashtag Performance: Structured data includes metrics related to
the performance of hashtags, such as the number of times a hashtag
is used, reach, engagement, and trends associated with specific
hashtags. This information helps assess the effectiveness of hashtag
campaigns and monitor user participation.
(viii) Ad Performance Metrics: Structured data includes metrics related
to social media advertising campaigns, such as impressions, clicks,
Click-Through Rates (CTR), conversions, Cost Per Click (CPC),
and Return on Ad Spend (ROAS). These metrics help evaluate the
success of paid social media campaigns and optimize advertising
strategies.
Structured data is typically collected using APIs provided by social
media platforms or through third-party analytics tools. It is well-suited
for quantitative analysis, allowing businesses and marketers to measure,
compare, and visualize key performance indicators and metrics associated
with their social media presence and campaigns.
4.5.2 Semi-Structured Data

Semi-structured data in social media analytics refers to information that
has a partial structure but also contains elements of unstructured data. It
includes data that is not organized in a strictly defined format like struc-
tured data but still possesses some degree of organization or tagging. In
the context of social media analytics, semi-structured data often includes
textual data, metadata, and user-generated content (Fan & Gordon, 2014).
Here are some examples of semi-structured data in social media analytics:
(i) Textual Data: Social media posts, comments, reviews, or user-
generated content make up a significant portion of semi-structured
data. These texts can be in the form of tweets, status updates, blog
posts, or comments on various social media platforms. Analysing
textual data can provide insights into user sentiment, opinions,
topics, and themes.
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Notes (ii) Hashtags and Mentions: Hashtags and mentions used in social
media posts provide a way to categorize and identify content related
to specific topics, events, or brands. They serve as metadata that
adds context and enables easier discovery and analysis of related
content. Monitoring and analysing the usage and trends of hashtags
and mentions can help identify popular topics and conversations.
(iii) URLs and Hyperlinks: Social media posts often include URLs and
hyperlinks to external websites, articles, or resources. Analysing these
links can provide insights into the content being shared, the sources
being referenced, and the patterns of information dissemination. It
can also help track referral traffic from social media platforms to
external websites.
(iv) Geolocation Data: Many social media platforms allow users to tag
their posts with location information, such as check-ins or geotags.
This geolocation data provides insights into the physical locations
associated with user-generated content, enabling businesses to
understand the geographic distribution of social media activities
and target local audiences.
(v) User Profiles and Metadata: Social media platforms store various
metadata associated with user profiles, such as usernames, bios,
follower counts, and account creation dates. This metadata can be
used to segment and analyse user populations, identify influential
users, and understand the characteristics of specific user groups.
Analysing semi-structured data requires the use of techniques such as
Natural Language Processing (NLP), text mining, sentiment analysis,
and entity recognition. These methods help extract valuable insights from
unstructured or partially structured textual data, enabling businesses to
understand user sentiment, extract keywords or topics, detect emerging
trends, and gain a deeper understanding of user preferences.
Semi-structured data adds richness and context to social media analytics
by incorporating user-generated content and textual information. It com-
plements the quantitative analysis provided by structured data, offering
a more comprehensive understanding of social media conversations,
customer feedback, and brand perception.
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IN-TEXT QUESTIONS Notes
4. Social media analysis cannot provide real-time insights into

customer sentiments and trends. (True/False)
5. Social media analysis is solely focused on evaluating the success
of individual posts or campaigns. (True/False)
6. Social media analysis tools provide customizable reports and
visualizations to present data in a meaningful way. (True/False)
4.6 Social Media Metrics

Social media metrics are measurements and analytics used to evaluate the
performance and effectiveness of social media activities. These metrics
provide insights into various aspects of social media engagement, audi-
ence behaviour, and the impact of social media efforts. Here are some
common social media metrics:
(i) Reach: Reach measures the total number of unique users who have
been exposed to a social media post or content. It indicates the
potential size of the audience that has seen a particular post or
campaign.
(ii) Impressions: Impressions represent the total number of times a social
media post or ad has been displayed on users’ screens. It includes
multiple views by the same user, so it indicates the overall visibility
of content.
(iii) Engagement: Engagement metrics assess how users interact and
engage with social media content. They include likes, comments,
shares, retweets, reactions, and clicks. These metrics help gauge
the level of user interest and interaction with a post or campaign.
(iv) Follower Count: Follower count measures the number of users who
have chosen to follow or subscribe to a social media account. It
indicates the size of the account’s audience and potential reach.
(v) Click-through Rate (CTR): CTR measures the percentage of users
who clicked on a link or call-to-action within a social media post or
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Notes ad. It helps assess the effectiveness of driving traffic or conversions

from social media campaigns.
(vi) Conversion Rate: Conversion rate measures the percentage of users
who completed a desired action, such as making a purchase, signing
up for a newsletter, or filling out a form, after interacting with a
social media post or campaign.
(vii) Share of Voice: Share of Voice refers to the number of brand mentions,
conversations, or engagements a brand receives in comparison to
its competitors within a specific industry or niche. It helps assess
brand visibility and awareness within the social media landscape.
(viii) Sentiment Analysis: Sentiment analysis measures the sentiment
or emotional tone expressed in social media posts or comments
related to a brand, product, or campaign. It helps evaluate customer
sentiment and track brand reputation.
(ix) Social Media Referral Traffic: This metric tracks the amount of
traffic driven from social media platforms to a website or landing
page. It helps measure the effectiveness of social media in generating
website visits and conversions.
(x) Cost Per Acquisition (CPA): CPA measures the cost incurred to
acquire a customer or lead through social media advertising or
campaigns. It helps assess the efficiency and Return on Investment
(ROI) of social media marketing efforts.
(xi) Video Views: Video views measure the number of times a video has
been viewed on social media platforms. This metric helps evaluate
the engagement and reach of video content.
(xii) Audience Demographics: Audience demographics provide insights
into the characteristics of social media followers or users, such
as age, gender, location, language, and interests. Understanding
the audience demographics helps tailor content and campaigns to
specific target segments.
These are just a few examples of social media metrics used to evaluate
the performance and impact of social media activities. The selection of
metrics depends on the goals and objectives of a social media strategy
and can vary based on the specific platform and campaign objectives.
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Notes
4.7 Social Media-ROI
Social media ROI (Return on Investment) is a metric used to evaluate the
profitability and effectiveness of social media efforts. It helps measure
the return or value generated from the investment of resources (time,
money, and effort) in social media marketing. Calculating social media
ROI involves comparing the gains or benefits derived from social media
activities to the costs incurred (Lee, 2018). Here are the key steps and
considerations in determining social media ROI:
(i) Define Goals and Objectives: Start by clearly defining your goals
and objectives for social media marketing. Common objectives can
include increasing brand awareness, driving website traffic, generating
leads or sales, improving customer engagement, or enhancing brand
reputation.
(ii) Determine Key Performance Indicators (KPIs): Identify the key
metrics and performance indicators that align with your goals and
objectives. These could be metrics such as reach, engagement,
conversions, Click-Through Rates (CTR), or Cost Per Acquisition
(CPA). Select KPIs that are relevant to your specific business and
campaign goals.
(iii) Assign Monetary Value: Assign monetary values to the desired
outcomes or conversions associated with your social media efforts.
For example, if your objective is to generate sales, calculate the
average revenue or profit generated from each sale.
(iv) Track and Measure Data: Collect data and track the performance
of your social media campaigns using analytics tools and platforms.
Monitor and measure the relevant KPIs and metrics to assess the
effectiveness of your social media activities.
(v) Calculate Costs: Determine the costs associated with your social
media marketing efforts. This includes expenses such as advertising
spend, content creation costs, social media management tools or
agency fees, and employee salaries or time dedicated to social
media activities.
Calculate ROI: To calculate social media ROI, use the following
formula:
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Notes Social Media ROI = (Value Generated – Cost of Investment)/Cost

of Investment × 100
Value Generated can be calculated by multiplying the desired
outcomes (conversions, sales, etc.) by their monetary value.
(vi) Evaluate and Optimize: Analyze the calculated social media ROI and
assess whether it meets your expectations and business objectives.
Identify areas for improvement and optimization in your social
media strategy and campaigns.
It’s important to note that measuring social media ROI can be challenging
due to the complex nature of social media and the attribution of results to
specific actions. Additionally, some social media benefits, such as brand
awareness or reputation, are more challenging to quantify in monetary
terms. However, by defining clear objectives, tracking relevant metrics,
and aligning social media efforts with business goals, you can gain valu-
able insights into the effectiveness and profitability of your social media
marketing activities.
4.8 Social Networks and Social Network Analysis
4.8.1 Social Networks

Social networks play a crucial role in social media analytics, which is
the process of analysing social media data to gain insights into user be-
haviour, trends, and patterns. Social media analytics leverages the rich
data available on social networks to extract meaningful information and
make informed decisions (Holsapple et al., 2014). Here are some key
aspects of social networks in social media analytics:
(i) User Connections and Interactions: Social networks provide a
wealth of data on user connections and interactions. By analysing
these relationships, social media analytics can identify influential
users, detect communities or clusters of users with similar interests,
and understand the flow of information within the network.
(ii) Network Structure Analysis: Social media analytics utilizes social
network analysis techniques to analyse the structure of social networks.
This involves examining metrics such as centrality, connectivity, and
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clustering to identify key influencers, popular topics, or patterns of Notes

engagement.
(iii) Sentiment Analysis: Social networks offer a platform for users to
express their opinions and sentiments. Social media analytics employs
sentiment analysis techniques to analyse the sentiment behind social
media posts, comments, and discussions. This helps to gauge public
opinion, track brand sentiment, and identify emerging trends.
(iv) Virality and Influence: Social networks are a breeding ground for
viral content. Social media analytics can identify viral trends, track
the spread of information, and measure the influence of users or
content in driving engagement or adoption.
(v) User Profiling and Segmentation: Social media analytics leverages
social network data to create user profiles and segment audiences
based on various attributes such as demographics, interests, or
engagement patterns. This information helps in understanding target
audiences, personalizing content, and improving marketing strategies.
(vi) Social Listening and Customer Feedback: Social media analytics
allows organizations to monitor conversations and mentions of
their brand or products. This enables social listening, which helps
in understanding customer feedback, sentiment, and preferences,
aiding in reputation management and customer service.
(vii) Ad targeting and Campaign Evaluation: Social networks provide
advertising platforms that allow precise targeting based on user
demographics, interests, and connections. Social media analytics
helps optimize ad campaigns, measure their effectiveness, and
refine targeting strategies based on user engagement and conversion
metrics.
4.8.2 Social Network Analysis

Social Network Analysis (SNA) is a methodological approach used to study
and analyse social relationships and interactions among individuals, orga-
nizations, or other entities. It focuses on examining the structure, patterns,
and dynamics of social networks to gain insights into how information,
resources, or influence flow within a network (Stieglitz et al., 2014).
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Notes Here are some key concepts and techniques involved in social network
analysis:
(i) Nodes and Ties: In social network analysis, nodes represent individuals,
organizations, or other entities within the network. Ties, also
known as edges or links, represent the relationships or connections
between nodes. These ties can be various forms of interactions,
such as friendships, collaborations, communication, or other social
relationships.
(ii) Network Structure: The structure of a social network refers to the
overall arrangement of nodes and ties. It includes aspects like the
size of the network, density (the proportion of ties among all possible
ties), centrality (the importance of a node within the network), and
clustering (the degree to which nodes form interconnected groups
or communities).
(iii) Centrality Measures: Centrality is a key concept in social network
analysis and refers to the importance or influence of a node within
the network. Various centrality measures are used to quantify
centralities, such as degree centrality (the number of ties a node
has), betweenness centrality (how often a node acts as a bridge
between other nodes), and eigenvector centrality (taking into account
the centrality of neighbouring nodes).
(iv) Clustering and Community Detection: Clustering refers to the
tendency of nodes in a network to form groups or communities.
Community detection algorithms are used to identify these groups
based on patterns of ties and interconnections. Community detection
helps in understanding the organization and cohesion of a network.
(v) Structural Holes: Structural holes refer to the gaps or opportunities
in a network’s structure that can be advantageous for information
flow or resource control. Identifying structural holes can provide
insights into brokerage positions and opportunities for innovation
or influence within a network.
(vi) Visualization: Visualizing social networks helps in understanding
complex relationships and structures. Network visualization techniques,
such as node-link diagrams or matrix visualizations, are used to
represent and explore social networks visually.
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Notes
4.9 Social Media Analytics with Unstructured Data
Social media analytics with unstructured data refers to the process of
extracting insights and meaningful information from the vast amount
of unstructured data generated on social media platforms. Where un-
structured data refers to data that does not have a predefined format or
organization, such as social media posts, comments, images, videos, and
other user-generated content. At the same point in time, text mining is
a powerful technique used in social media analytics to extract insights
from unstructured text data generated on social media platforms. It in-
volves the process of transforming raw text into structured information
by applying Natural Language Processing (NLP) and machine learning
algorithms (Moe & Schweidel, 2017). Here are some key aspects of text
mining in social media analytics:
(i) Sentiment Analysis: Sentiment analysis, also known as opinion
mining, is a common application of text mining in social media
analytics. It involves determining the sentiment or emotion expressed
in social media posts, comments, or reviews. By analysing the
sentiment, organizations can understand customer opinions, gauge
brand perception, and identify potential issues or opportunities.
(ii) Topic Modelling: Topic modelling is a text mining technique used
to identify the key topics or themes present in social media data.
It helps in organizing and categorizing large volumes of text by
automatically clustering similar words and phrases. By uncovering
the main topics discussed by users, organizations can understand
the interests and trends within their target audience.
(iii) Named Entity Recognition (NER): NER is a text mining task
that involves identifying and categorizing named entities, such as
people, organizations, locations, or products, mentioned in a social
media text. NER can provide valuable information about the entities
associated with a brand, identify influencers or key individuals, and
track the spread of information related to specific entities.
(iv) Trend Analysis: Text mining enables the analysis of social media data
to identify emerging trends and patterns. By analysing keywords,
hashtags, and phrases, organizations can monitor discussions and
identify topics that are gaining traction or becoming popular. Trend
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Notes analysis helps organizations stay informed about current discussions

and adapt their strategies accordingly.
(v) Text Classification and Clustering: Text mining techniques can
be used to classify social media text into predefined categories or
groups. By training machine learning algorithms on labelled data,
social media text can be automatically categorized based on specific
criteria. This helps in organizing and filtering social media data,
enabling efficient analysis and decision-making.
(vi) Social Listening and Brand Monitoring: Text mining enables
organizations to perform social listening and monitor brand mentions
and conversations on social media. By collecting and analysing
social media text related to their brand or products, organizations
can gain insights into customer feedback, sentiment, and emerging
issues. This information is valuable for reputation management,
customer service, and identifying areas for improvement.
(vii) Text Summarization: Text mining techniques can be applied to
automatically summarize large volumes of social media text. By
extracting key information and generating concise summaries,
organizations can gain quick insights into the overall sentiment,
topics, or trends discussed in social media conversations.
Text mining is a powerful tool in social media analytics that helps orga-
nizations make sense of the massive amounts of unstructured text data
generated on social media platforms. By extracting meaningful insights
from text data, organizations can make data-driven decisions, monitor
brand reputation, understand customer sentiment, and identify opportu-
nities for engagement and improvement.
4.10 Social Customer Relationship Management

Social Customer Relationship Management (CRM) refers to the application
of CRM principles and practices in the context of social media platforms
and interactions. It involves managing and nurturing customer relation-
ships through social media channels to enhance customer engagement,
satisfaction, and loyalty. Social CRM leverages the power of social me-
dia to interact with customers, gather insights, and provide personalized
104 PAGE

experiences (Stieglitz & Dang-Xuan, 2013). Here are the key aspects and Notes
benefits of social CRM:
(i) Social Media Monitoring: Social CRM involves actively monitoring
social media platforms to track brand mentions, customer feedback,
and conversations related to the organization. By monitoring social
media channels, organizations can stay informed about customer
sentiments, identify potential issues, and proactively respond to
customer inquiries or concerns.
(ii) Customer Engagement: Social CRM focuses on engaging with
customers through social media platforms. Organizations can respond
to customer queries, provide support, and address concerns on time,
creating a positive customer experience. Social media also enables
organizations to initiate conversations, share valuable content, and
build relationships with customers.
(iii) Customer Insights and Analytics: Social CRM enables the collection
and analysis of customer data and interactions on social media
platforms. By analysing social media data, organizations can gain
valuable insights into customer preferences, behaviours, and trends.
These insights can be used to personalize marketing campaigns,
improve product offerings, and enhance customer service.
(iv) Personalization and Targeting: Social CRM allows organizations to
personalize their interactions and communications with customers
on social media. By understanding customer preferences and
behaviours, organizations can tailor their messages, offers, and content
to specific customer segments. This targeted approach enhances
customer engagement and increases the likelihood of conversions
and customer satisfaction.
(v) Relationship Building and Advocacy: Social CRM helps organizations
build and nurture long-term customer relationships. By engaging with
customers on social media, organizations can develop a sense of
community, foster customer loyalty, and encourage customer advocacy.
Satisfied customers may share positive experiences, recommend
products or services, and contribute to brand awareness and growth.
(vi) Collaboration and Co-creation: Social CRM facilitate collaboration
and co-creation with customers. Organizations can involve customers
in product development, gather feedback on new features or ideas,
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Notes and seek suggestions for improvement. Social media platforms provide
a convenient space for organizations to interact with customers,
gather their input, and involve them in the decision-making process.
(vii) Reputation Management: Social CRM plays a crucial role in
managing brand reputation on social media. By monitoring and
promptly responding to customer feedback and concerns, organizations
can address issues and prevent potential damage to their reputation.
Effective social CRM strategies enable organizations to demonstrate
their commitment to customer satisfaction and enhance their brand
image.
4.11 Text Mining for Communication and Reputation

Management
Text mining can be a valuable tool for communication and reputation
management, allowing organizations to analyse and understand textual
data from various sources such as social media, customer reviews, news
articles, and more. Here are some ways text mining can be applied to
communication and reputation management:
(i) Sentiment Analysis: Sentiment analysis helps organizations gauge
the sentiment or emotion expressed in textual data. By analysing
customer reviews, social media posts, and other textual content,
organizations can identify positive, negative, or neutral sentiments
associated with their brand or products. This information can be
used to assess customer satisfaction, identify potential issues, and
take proactive measures to address concerns.
(ii) Brand Monitoring: Text mining enables organizations to monitor brand
mentions and conversations across various platforms. By analysing
the language, topics, and sentiment surrounding these mentions,
organizations can gain insights into their brand’s reputation. They
can identify areas of improvement, respond to customer feedback,
and manage crises or negative situations effectively.
(iii) Trend Analysis: Text mining can help identify emerging trends and
topics related to the organization or industry. By analysing textual
data, organizations can stay up to date with discussions, anticipate
customer needs, and identify opportunities for communication or
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product/service development. This information can be valuable Notes

for proactive reputation management and effective communication
strategies.
(iv) Customer Feedback Analysis: Text mining allows organizations to
analyse and extract valuable insights from customer feedback and
surveys. By analysing open-ended responses, organizations can
identify common themes, concerns, and suggestions. This information
can guide communication strategies, help improve products/services,
and enhance overall customer satisfaction.
(v) Media Analysis: Text mining can be used to analyse news articles,
blog posts, and other media sources to understand the perception
of the organization or industry in the media. It helps identify key
topics, sentiments, and influential sources. This information can be
used to shape communication strategies, respond to media coverage,
and manage the organization’s reputation in the public eye.
(vi) Competitive Analysis: Text mining can assist in analysing textual
data related to competitors. By monitoring and analysing their
customer feedback, social media presence, and media coverage,
organizations can gain insights into their competitors’ reputations,
strengths, weaknesses, and market positioning. This information
can inform communication strategies and help differentiate the
organization from its competitors.
(vii) Crisis Management: Text mining plays a crucial role in managing
crises and monitoring their impact on reputation. By analysing
social media conversations, news articles, and other textual data
during a crisis, organizations can assess the sentiment, identify
misinformation, and develop appropriate response strategies. Text
mining enables organizations to monitor and respond to crises in
a timely and effective manner.
4.12 Big Data in Social Media Analytics

Big data plays a significant role in social media analytics by providing
large volumes of diverse and complex data for analysis. Social media plat-
forms generate massive amounts of data in the form of posts, comments,
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Notes likes, shares, images, videos, and more. Here’s how big data is utilized in
social media analytics:
(i) Data Collection and Storage: Big data technologies enable the
collection and storage of vast amounts of social media data. Data
can be gathered in real-time from multiple sources and stored in
distributed databases or data lakes. This allows for efficient storage
and retrieval of the data needed for analysis.
(ii) Data Pre-processing: Big data techniques are employed to pre-
process social media data before analysis. This involves cleaning the
data, removing noise and irrelevant information, and transforming
it into a suitable format for analysis. Pre-processing techniques
handle challenges such as data integration, data quality, and data
standardization.
(iii) Text Mining and Natural Language Processing (NLP): Big data
analytics techniques are applied to analyse the textual content of
social media data. NLP algorithms are used to extract insights
from unstructured text data, including sentiment analysis, topic
modelling, named entity recognition, and text summarization. Big
data platforms provide the computational power and scalability
required for processing and analysing large volumes of text data.
(iv) Network Analysis: Big data facilitates the analysis of social networks
and interactions within social media platforms. Social network
analysis techniques are applied to identify patterns, communities,
influencers, and information flow within the network. Analysing
large-scale social networks requires distributed computing frameworks
that can handle the volume and complexity of the data.
(v) Real-Time Analytics: Big data technologies enable real-time analytics
of social media data. This allows organizations to monitor and
analyse social media trends, customer sentiments, and engagement
metrics in real-time. Real-time analytics provides the ability to
respond quickly to emerging situations, such as addressing customer
concerns or leveraging timely marketing opportunities.
(vi) Predictive Analytics: Big data analytics can be used for predictive
modelling in social media analytics. By analysing historical data
and applying machine learning algorithms, organizations can make
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predictions about customer behaviour, trends, and future outcomes. Notes

Predictive analytics helps in making data-driven decisions and
anticipating customer needs.
(vii) Personalization and Recommendation Systems: Big data analytics
enables personalized experiences and recommendation systems on
social media platforms. By analysing user data and behaviour,
organizations can provide tailored content, product recommendations,
and targeted advertisements to individual users. Big data analytics
helps in understanding user preferences and delivering personalized
experiences at scale.
(viii) Visualization and Reporting: Big data analytics platforms provide
visualization tools to effectively present and communicate insights
from social media data. Visualizations help stakeholders understand
patterns, trends, and relationships within the data. Reporting capabilities
allow for the creation of interactive dashboards and reports that
summarize the findings from social media analytics.
Big data has revolutionized social media analytics by providing the com-
putational power, scalability, and analytical capabilities required to handle
the massive amounts of data generated on social media platforms. It en-
ables organizations to gain deeper insights, make data-driven decisions,
and enhance their understanding of customer behaviour, sentiments, and
trends in the social media landscape.
4.13 Internet of Things

The Internet of Things (IoT) refers to the network of physical devices,
vehicles, appliances, and other objects embedded with sensors, software,
and connectivity that enables them to collect and exchange data over the
internet. These devices are often referred to as “smart” devices because
they can communicate with each other and with humans, enabling a range
of applications and services. Here are some key aspects and benefits of
the Internet of Things:
(i) Connectivity and Communication: IoT devices are designed to
be connected to the internet, allowing them to communicate and
exchange data with other devices and systems. This connectivity
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Notes enables seamless information sharing and interaction between devices,

leading to improved automation, efficiency, and convenience.
(ii) Data Collection and Insights: IoT devices are equipped with
sensors that can collect and transmit various types of data, such as
temperature, humidity, location, motion, and more. This data can
be collected in real-time and analysed to gain valuable insights,
enabling businesses and individuals to make informed decisions,
optimize operations, and improve processes.
(iii) Automation and Control: IoT enables automation and remote
control of devices and systems. For example, smart thermostats
can automatically adjust the temperature based on occupancy and
weather conditions, or industrial systems can be remotely monitored
and controlled to optimize production processes. This automation
improves efficiency, reduces costs, and enhances user experiences.
(iv) Improved Efficiency and Productivity: IoT can improve efficiency
and productivity in various sectors. For instance, in agriculture, IoT
sensors can monitor soil moisture levels and provide data-driven
irrigation recommendations, leading to optimized water usage and
increased crop yields. In manufacturing, IoT-enabled machines can
provide real-time data on performance and maintenance needs,
minimizing downtime and improving production efficiency.
(v) Enhanced Safety and Security: IoT can enhance safety and security
in various contexts. For instance, connected security systems can
monitor and alert homeowners about potential threats such as
burglaries or fire incidents. In industrial settings, IoT sensors can
detect hazardous conditions and automatically shut down equipment
or alert workers to potential dangers.
(vi) Personalized Experiences: IoT enables personalized experiences
by collecting and analysing data about individuals’ preferences,
behaviours, and environments. This information can be used to
customize products, services, and interactions. For example, wearable
devices can track health and fitness data, allowing users to receive
personalized recommendations and insights for their well-being.
(vii) Environmental Impact: IoT can contribute to environmental
sustainability by enabling smarter resource management. For example,
110 PAGE

smart grids can optimize energy distribution based on demand, Notes

reducing energy wastage. Smart buildings can adjust lighting and
heating systems based on occupancy, saving energy. IoT-enabled
waste management systems can optimize garbage collection routes,
reducing fuel consumption and greenhouse gas emissions.
(viii) Healthcare and Wellness: IoT has the potential to revolutionize
healthcare by enabling remote patient monitoring, smart medical
devices, and telehealth solutions. IoT devices can collect vital
signs, track medication adherence, and transmit data to healthcare
providers, facilitating early detection of health issues and timely
interventions.
The Internet of Things has the potential to transform various industries
and aspects of daily life by enabling connectivity, data-driven insights,
automation, and personalized experiences. However, it also raises con-
siderations around data privacy, security, and interoperability. Addressing
these challenges is crucial to realizing the full potential of IoT while
ensuring trust and user safety.
4.14 Summary
Social media analytics begins with collecting relevant data from different
platforms, including Facebook, Twitter, Instagram, LinkedIn, and others.
This data can include user interactions, demographics, content perfor-
mance, and campaign metrics. In social media analytics, Key Performance
Indicators (KPIs) are established to measure the effectiveness of social
media efforts. Common metrics include reach, impressions, engagement
rate, Click-Through Rate (CTR), conversions, follower growth, sentiment
analysis, and customer satisfaction. Social media analytics helps in un-
derstanding the target audience. It provides insights into demographics,
interests, online behaviour, and preferences of social media followers.
This information can aid in creating targeted content and campaigns.
Analysing social media data helps evaluate the performance of different
content types, such as text, images, videos, and hashtags. By identifying
which content generates the most engagement, businesses can optimize
their content strategy and improve audience engagement. Social media
analytics allows businesses to monitor their competitors’ social media
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DIGITAL MARKETING
Notes activities. By tracking their performance metrics, content strategies, and

audience engagement, organizations can identify opportunities, learn from
successful campaigns, and differentiate themselves. It assists in assessing
the success of social media campaigns. It provides insights into the reach,
engagement, and conversions generated by specific campaigns, allowing
businesses to refine their strategies and allocate resources effectively.
It also helps in measuring the Return on Investment (ROI) of social
media activities. By tracking conversions, leads, and revenue generated
through social media campaigns, businesses can evaluate the effective-
ness of their social media efforts. Overall, social media analytics is a
valuable practice that enables businesses to measure the impact of their
social media activities, gain insights into audience behaviour, optimize
content strategies, evaluate campaigns, and make data-driven decisions
to achieve their social media goals.

1. True
2. False
3. True
4. False
5. False
6. True

1. What are the key metrics used in social media analytics and why
are they important?
2. How can social media analytics help in understanding and segmenting
the target audience?
3. How can sentiment analysis be used in social media analytics to
gauge customer opinions and attitudes?
4. How does social media analytics contribute to measuring the
effectiveness of social media campaigns?
112 PAGE

5. What are some tools and platforms available for social media Notes
analytics, and what are their features and capabilities?
6. What is the role of social media analytics in identifying and assessing
the impact of influencer collaborations?
7. What is social media analysis?
8. What are the various forms of data in social media analytics?
9. How can social media analysis contribute to measuring the success
of social media campaigns?
10. What are the key metrics used in social media analysis?
11. What role does social media analysis play in measuring the ROI
of social media efforts?
12. What is sentiment analysis in the context of social media analysis?
13. How can social media analysis help businesses stay competitive by
monitoring their competitors?
14. What is the importance of real-time monitoring in social media
analysis?
15. What types of insights can be obtained through social media analysis?
4.17 References
Fan, W., & Gordon, M. D. (2014). The power of social media
analytics. Communications of the ACM, 57(6), 74–81. https://doi.
org/10.1145/2602574.
Holsapple, C., Hsiao, S.-H., & Pakath, R. (2014). Business Social
Media Analytics: Definition, Benefits, and Challenges.
Koukaras, P., & Tjortjis, C. (2019). Social Media Analytics, Types
and Methodology (pp. 401–427). https://doi.org/10.1007/978-3-030-
15628-2_12.
Kurniawati, K., Shanks, G., & Bekmamedova, N. (2013). The Business
Impact of Social Media Analytics. Association for Information
Systems, 48, 1–13. http://aisel.aisnet.org/ecis2013_cr/48.
Lee, I. (2018). Social media analytics for enterprises: Typology,
methods, and processes. Business Horizons, 61(2), 199–210. https://
doi.org/10.1016/j.bushor.2017.11.002.
PAGE 113

DIGITAL MARKETING
Notes Moe, W. W., & Schweidel, D. A. (2017). Opportunities for Innovation

in Social Media Analytics. Journal of Product Innovation Management,
34(5), 697–702. https://doi.org/10.1111/jpim.12405.
Mosley Jr., R. C. (2012). Social Media Analytics: Data Mining
Applied to Insurance Twitter Posts. Casualty Actuarial E-Forum.
www.Banking2020.com.
Stieglitz,
S., & Dang-Xuan, L. (2013). Social media and political
communication: a social media analytics framework. Social Network
Analysis and Mining, 3(4), 1277–1291. https://doi.org/10.1007/
s13278-012-0079-3.
Stieglitz,S., Dang-Xuan, L., Bruns, A., & Neuberger, C. (2014).
Social Media Analytics-An Interdisciplinary Approach and its
Implications for Information Systems. Business and Information
Systems Engineering, 6(2), 89–96. https://doi.org/10.1007/s12599-
014-0315-7.
Zeng, D., Chen, H., Lusch, R., & Li, S.-H. (2010). Social Media
Analytics and Intelligence. http://ComputingNow.computer.org.

Sponder, Marshal (2014). Social Media Analytics: Effective Tools
for Building, Interpreting, and Using Metrics. McGraw Hill.
Fox, April Ursula (2022). Social Media Analytics Strategy: Using
Data to Optimize Business Performance. Apress.
Fisher, Graham (2019). Social Media Marketing Mastery. AC
Publishing.
Ganis,Mathew & Kohikar, Avinash (2016). Social Media Analytics.
Pearson Education India.
Khan, Gohar F. (2018). Creating Value with Social Media Analytics.
CreateSpace Independent Publishing Platform.
114 PAGE

L E S S O N
5
Internet Marketing
Strategy and Content
Marketing
Dr. Anupreet Kaur Mokha
Assistant Professor
SGTB Khalsa College
University of Delhi
Email-Id: anupreetmokha.6@gmail.com
STRUCTURE
5.2 Introduction
5.3 Mobile Marketing
5.4 E-Marketing
5.5 Internet Marketing
5.6 Content Marketing
5.7 Summary
5.10 References

To understand the concept, key elements, and strategies of mobile marketing.
To understand the concept, key elements, and strategies of e-marketing.
To understand the concept, key elements, and strategies of internet marketing.
To understand the concept, key elements, and strategies of content marketing.
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DIGITAL MARKETING
Notes
5.2 Introduction
This lesson delves into the dynamic world of digital marketing and ex-
plores the key elements, benefits, and strategies associated with these four
crucial areas-Mobile Marketing, E-Marketing, Internet Marketing, and
Content Marketing. In today’s digital age, businesses must leverage the
power of mobile devices, digital platforms, and valuable content to effec-
tively connect with their target audience and achieve marketing success.
Throughout this lesson, students will gain a comprehensive understand-
ing of each marketing discipline. They will explore the key elements
that make up mobile marketing, such as SMS, MMS, mobile apps, and
location- based services. E-marketing, or electronic marketing, will be
examined in detail, covering website development, Search Engine Op-
timization (SEO), email marketing, social media marketing, and more.
Internet marketing, encompassing various online channels and strategies,
will also be explored, including Search Engine Marketing (SEM), dis-
play advertising, social media advertising, and email campaigns. Lastly,
students will discover the power of content marketing, learning how to
create and distribute valuable content through blog posts, articles, videos,
infographics, and social media platforms.
By studying this lesson, students will gain practical knowledge and insights
into how these marketing disciplines can be integrated into comprehensive
marketing strategies. This lesson equips students with the foundational
knowledge and skills necessary to navigate the rapidly evolving digital
marketing landscape. They will be prepared to develop strategic marketing
plans that leverage mobile marketing, e-marketing, internet marketing, and
content marketing, enabling them to connect with their target audience
effectively and drive tangible results in the digital realm.
5.3 Mobile Marketing
5.3.1 Meaning
The term “mobile marketing” refers to the practice of promoting goods,
services, and brands to users of mobile devices through a variety of
channels, including mobile applications, SMS, MMS, mobile websites,
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Internet Marketing Strategy and Content Marketing
push notifications, and social networking platforms accessed through Notes

mobile devices. Given the extensive use of smartphones and tablets by
customers, it is a crucial part of digital marketing strategy.
For example, the MyJio app serves as a one-stop solution for Jio cus-
tomers, offering various services such as mobile recharges, bill payments,
data usage tracking, and entertainment content. The app leverages mo-
bile technology to provide convenience and a seamless user experience,
allowing customers to manage their Jio accounts and services directly
from their smartphones. With personalized offers, targeted notifications,
and exclusive discounts, the MyJio app effectively engages users and
encourages them to stay connected with the brand. This mobile market-
ing strategy not only enhances customer satisfaction and loyalty but also
enables Reliance Jio to gather valuable data and insights to optimize its
marketing efforts.
5.3.2 Key Elements of Mobile Marketing

Mobile Apps: Developing mobile applications specifically for the
company will provide users a dedicated platform to interact or
communicate with their companies’ products, services, or brands,
and get offers and content that are tailored to them.
SMS and MMS: Businesses may reach customers directly on their
mobile devices by sending them Customized Text Messages (SMS)
and Multimedia Messages (MMS), which can include timely updates,
offers, and reminders.
Mobile Websites: A seamless surfing experience for mobile users is
ensured by having a responsive and mobile-optimized website. It should
be made for small screens, load quickly, and have simple navigation.
Push Notifications: Even when customers are not actively using an
app, push notifications are messages that are sent to their mobile
devices. To increase engagement and encourage action, they can be
used to give personalized offers, updates, and reminders.
Location-Based Marketing: Businesses can tailor offers, promotions,
or notifications to customers depending on their location by utilizing
the GPS capabilities of mobile devices. Particularly for brick-and-
mortar businesses, this tactic can boost footfall and conversion rates.
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DIGITAL MARKETING
Notes
5.3.3 Benefits of Mobile Banking
Wider Reach: Due to the widespread use of mobile devices, businesses
may now use mobile marketing to reach a large audience at any time
and from any location, potentially expanding their consumer base.
Personalization and Targeting: Utilise user data to deliver tailored
content, guidance, and offers. To target particular groups with
pertinent messaging, divide your audience into segments according
to their demographics, preferences, and behaviours.
Higher Engagement: Compared to traditional marketing channels,
mobile marketing channels with push notifications and SMS have
greater open and engagement rates. Delivering personalized and
timely offers right to users’ mobile devices typically makes them
more responsive.
Real-Time Communication: Instantaneous and direct communication
with customers is made possible by mobile marketing. Businesses
may send time-sensitive information, updates, and promotions,
encouraging rapid engagement and action.
5.3.4 Strategies for Effective Mobile Marketing

Mobile-Friendly Design: Ensure that all marketing materials, such
as websites, landing pages, and emails, are mobile-friendly. For a
smooth user experience, responsive design, rapid loading times, and
intuitive navigation are essential.
Personalization and Segmentation: Leverage user data to deliver
personalized content, recommendations, and offers. Segment your
audience based on demographics, preferences, and behaviour to
target specific groups with relevant messages.
Contextual Marketing: Recognize how users interact with their
mobile devices in different contexts and adjust your marketing
messaging accordingly. To serve more timely and relevant content,
take into account variables like time, location, and user intent.
Integrated Campaigns: Create marketing programs that are unified
and integrated across numerous mobile channels. Consistency in
118 PAGE

branding and messaging aids in enhancing the brand’s image and Notes
delivering a seamless user experience.
Mobile Advertising: To reach a larger audience, make use of
mobile advertising platforms like in-app advertisements and mobile
ad networks. Use effective targeting alternatives and appealing ad
creative to increase engagement and conversions.
5.3.5 Challenges and Considerations in Mobile Marketing

Device Fragmentation: It is difficult to guarantee a consistent
user experience across many mobile devices given the variety of
operating systems, screen sizes, and mobile devices themselves. To
deal with this issue, businesses must make investments in responsive
design and careful testing.
Privacy and Permissions: It is crucial to respect user privacy and
secure the required authorizations for data collection and exchange.
Observing data protection laws and offering clear opt-in and opt-out
procedures are crucial factors.
User Distraction and Short Attention Span: It might be difficult
to grab and hold mobile consumers’ attention due to the constant
barrage of notifications and distractions. To stand out from the crowd,
mobile marketing communications need to be succinct, compelling,
and delivered at the correct time.
Technical Limitations: Processing speed, screen size, and internet
access on mobile devices are constrained. Delivering a smooth
user experience requires optimizing content and design for mobile
platforms as well as taking bandwidth limitations into account.
Platform and Channel Selection: It can be difficult to select the
best mobile marketing platforms and channels. To choose the best
channels for contacting and engaging your target audience, it is
crucial to understand their preferences and behaviour.
Evolving Technology: Mobile technology is constantly growing,
with new devices, features, and operating systems being introduced
regularly. To be competitive, it is crucial to keep up with new trends
and modify your mobile marketing tactics accordingly.
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DIGITAL MARKETING
Notes Measurement and Analytics: It can be difficult to monitor and gauge

the success of mobile marketing activities. Campaign optimization
requires the use of mobile analytics tools and the creation of
pertinent Key Performance Indicators (KPIs) that track conversions,
engagement, and Return on Investment (ROI).
Ad-Blockers and App Fatigue: Because of the exorbitant number
of adverts and notifications, users frequently use ad-blockers or
experience app fatigue. To address these issues and maintain user
engagement, value-added content, and tailored experiences are
required.
Hence, mobile marketing is becoming an essential component of every
company’s overall marketing plan. Businesses can reach a larger audience,
personalize their messaging, increase engagement, and increase conver-
sions by utilizing mobile apps, SMS, MMS, mobile websites, and push
notifications. The difficulties of mobile marketing, such as privacy issues,
device fragmentation, developing technology, and user distractions must
be taken into account. Businesses may use mobile marketing to engage
with their target audience and accomplish their marketing objectives by
implementing effective tactics, following developing trends and taking
these factors into account.
5.4 E-Marketing
5.4.1 Meaning of E-marketing

E-marketing encompasses the utilization of digital platforms and cutting-edge
technologies to promote brands, products, and services. It encompasses
a diverse range of well-designed strategies and tactics meticulously de-
signed to effectively target and engage desired audiences across various
online channels.
For example, Flipkart, a leading e-commerce platform in India, is a prime
example of successful e-marketing. Through effective strategies such as
SEO, social media marketing, and email campaigns, Flipkart has trans-
formed the online retail landscape. By adapting to changing consumer
behaviour and providing a seamless user experience, Flipkart has gained
a competitive edge in the market.
120 PAGE

Notes
5.4.2 Key Elements of E-Marketing
Website Development and Optimization: The establishment of a
visually appealing and user-centric website serves as the fundamental
cornerstone for successful e-marketing endeavours. It should be
meticulously optimized to attain favourable rankings in search
engine results, seamlessly adapt to mobile devices, and strategically
incorporate persuasive calls-to-action that entice conversions.
Search Engine Optimization (SEO): By implementing SEO
techniques, businesses can enhance their website’s visibility and
ranking in search engine results. This entails finely optimizing
website content, meta tags, and other crucial elements to magnetize
organic traffic and fortify their online presence.
Email Marketing: In the realm of e-marketing, the enduring power
of email marketing cannot be undermined. This dynamic approach
involves cultivating an extensive email list, segmenting it based on
customer profiles, and orchestrating targeted and personalized email
campaigns that nurture leads and drive conversions.
Content Marketing: At the heart of e-marketing triumphs lies the
art of creating and disseminating compelling, relevant, and valuable
content. Content marketing encompasses a myriad of captivating
forms such as insightful blog posts, thought-provoking articles,
captivating videos, visually stunning infographics, and engaging
social media posts—all meticulously designed to captivate and
engage the intended target audience.
Social Media Marketing: Mastering the art of leveraging social
media platforms assumes paramount importance in the realm of
e-marketing. It entails astutely identifying the platforms where the
target audience actively participates and devising a meticulously
curated social media strategy that effectively promotes products,
fosters customer interaction, and amplifies brand awareness.
Influencer Marketing: Harnessing the power of influential personalities
within specific industries or niche communities can significantly
propel businesses toward their target audience while simultaneously
bolstering brand credibility. Influencer marketing entails strategic
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DIGITAL MARKETING
Notes collaborations aimed at creating compelling sponsored content or

garnering endorsements for products and services.
Pay-Per-Click (PPC) Advertising: Empowering businesses to instantly
drive traffic to their websites and expand their reach to a wider
audience, PPC advertising involves the strategic placement of targeted
advertisements on search engine result pages or other relevant websites.
Advertisers pay a fee each time their ad is clicked, making this
approach an effective means of enhancing online visibility.
Online Public Relations and Reputation Management: In the
ever-evolving digital landscape, proactive online PR activities
assume critical importance. These efforts revolve around managing a
company’s online reputation, vigilantly monitoring brand mentions,
and actively engaging with customers through various public relations
channels. This comprehensive approach safeguards a positive brand
image while promptly addressing any potential negative publicity.
By effectively implementing these meticulously crafted strategies, busi-
nesses can confidently navigate the challenges inherent in the realm of
e-marketing, maximize its myriad benefits, and forge a formidable online
presence that resonates with their target audience.
5.4.3 Benefits of E-Marketing

Global Reach and Accessibility: E-marketing empowers businesses
to transcend geographical boundaries and connect with a vast global
audience. It offers unrestricted access to information, products, and
services, ensuring that customers from every corner of the world can
effortlessly engage and partake in what the business has to offer.
Targeted Marketing: Digital channels present businesses with
sophisticated mechanisms for precise targeting, enabling them to
tailor their marketing efforts to specific demographics, interests,
and behaviours. This meticulous approach enhances the probability
of reaching the right audience, cultivating meaningful leads, and
forging valuable connections.
Measurable Outcomes: E-marketing furnishes businesses with
comprehensive data and analytics, equipping them with the ability to
measure and evaluate the performance of their marketing endeavours.
122 PAGE

Metrics encompassing website traffic, click-through rates, conversion Notes

rates, and customer engagement unveil invaluable insights for
optimization and strategic decision-making.
Cost-Effectiveness: In comparison to conventional marketing
methodologies, e-marketing frequently provides a more cost-effective
alternative. By focusing resources on digital channels that deliver
optimal returns on investment, businesses can judiciously allocate their
budgets, maximizing their impact without excessive financial strain.
Real-Time Interaction: E-marketing serves as a conduit for
instantaneous and dynamic interaction between businesses and
customers. Platforms such as social media, live chat features, and
online customer support systems facilitate immediate communication
and engagement. This fosters a sense of satisfaction and loyalty
among customers, as their queries and concerns are promptly
addressed, cementing stronger relationships.
The utilization of these elements in e-marketing initiatives empowers
businesses to leverage the advantages it offers while navigating the chal-
lenges and considerations that come with a digital landscape.
5.4.4 Strategies for Effective E-Marketing

Define Clear Objectives: Articulate precise and well-defined e-marketing
objectives that align seamlessly with overarching business goals.
Whether the aim is to elevate brand awareness, drive website traffic,
cultivate leads, or augment sales, establishing specific objectives
serves as a compass to guide the e-marketing strategy effectively.
Understand the Target Audience: Undertake comprehensive research
to gain profound insights into the target audience, enabling the
development of impactful e-marketing strategies. Delve into their
demographics, preferences, behaviours, and online inclinations to
craft tailored marketing messages and discern the most appropriate
digital channels for engagement.
Develop a Comprehensive Digital Marketing Plan: Meticulously
construct a holistic plan that outlines the diverse range of e-marketing
strategies and tactics to be deployed. This encompassing blueprint
should encompass an array of channels, such as Search Engine
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DIGITAL MARKETING
Notes Optimization (SEO), content marketing, social media marketing,

email marketing, and Pay-Per-Click (PPC) advertising, to effectively
reach and resonate with the intended target audience.
Leverage the Power of SEO: Harness the power of SEO techniques
to enhance the visibility and ranking of a website within search
engine results. Undertake comprehensive keyword research, optimize
website content and meta tags, and prioritize the cultivation of high-
quality backlinks to heighten organic search visibility.
Content Marketing: Create valuable and captivating content
that resonates with the interests and needs of the target audience.
Cultivate a robust content strategy that encompasses an array of
formats, such as thought-provoking blog posts, immersive videos,
visually engaging infographics, and more, to educate, entertain, and
magnetize potential customers.
Leverage Social Media Platforms: Discern the social media
platforms where the target audience actively engages and forge
a robust presence within those spheres. Curate a well-structured
content calendar, diligently engage with followers, respond promptly
to comments and inquiries, and harness the potency of social media
advertising to extend the reach and captivate a broader audience.
Implement Email Marketing Campaigns: Develop an extensive
email list and execute meticulously segmented email campaigns to
deliver messages that are targeted and personalized. Embrace the
power of automation tools to unleash the potential of automated
follow-up emails, nurture leads, and propel conversions.
Incorporate PPC Advertising: Seamlessly incorporate PPC advertising
campaigns to expedite traffic generation and foster lead generation.
Employ a comprehensive approach, conducting diligent keyword
research, curating compelling ad copy, and optimizing landing pages
to maximize conversion potential.
Engage in Influencer Marketing: Identify influential figures who
possess a commanding presence and wield influence within the target
audience. Forge meaningful collaborations with these influencers,
leveraging sponsored content, engaging in captivating giveaways,
124 PAGE

or embarking upon co-marketing endeavours to amplify reach and Notes

establish brand credibility.
Monitor Online Reputation: Vigilantly monitor brand mentions
across various online platforms and proactively engage with customers
through dedicated online PR channels. Swiftly respond to customer
feedback, address concerns with the utmost care, and uphold a
resoundingly positive online reputation.
Continuously Analyze and Optimize: Employ robust analytics
tools to diligently track and analyze the performance of e-marketing
initiatives. Monitor key metrics, such as website traffic patterns,
conversion rates, engagement metrics, and Return on Investment
(ROI). Utilize the insights gleaned from these analyses to fine-tune
campaigns, refine strategies, and enhance overall results.
By deploying these astute and effective e-marketing strategies, businesses
can elevate their online presence, ardently engage their target audience,
stimulate conversions, and triumphantly realize their marketing objectives
within the dynamic digital landscape.
5.4.5 Challenges and Considerations

Digital Channel Selection: Navigating the vast array of digital
channels poses a challenge when determining the most effective
ones for a specific business. Conducting thorough market research,
analyzing competitor strategies, and experimenting with different
channels is essential to pinpoint the most suitable avenues for
reaching the target audience.
Keeping Pace with Technology and Trends: The realm of digital
marketing is in a constant state of flux, with new technologies
and trends emerging regularly. Remaining up-to-date with industry
advancements, actively participating in conferences, engaging with
relevant communities, and investing in continuous learning is vital
to stay ahead of the curve.
Privacy and Data Protection: As e-marketing involves the collection
and storage of customer data, businesses must comply with privacy
regulations and implement robust measures to safeguard data. Ensuring
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DIGITAL MARKETING
Notes adherence to applicable data protection laws and prioritizing the

security of customer information is paramount.
Content Overload and Competitive Landscape: With the abundance
of online content, businesses must find ways to rise above the
noise and deliver valuable, distinctive content that captivates their
audience. Concentrating on crafting high-quality content that provides
substantial value and resonates with the target audience is crucial.
Adapting to Evolving Consumer Behaviour: Consumer behaviour
and preferences in the digital realm undergo rapid transformations.
Staying attuned to customer needs, preferences, and behaviours and
displaying flexibility in adapting e-marketing strategies to meet
evolving demands is indispensable.
E-marketing, a potent strategy in today’s digital era, enables businesses
to effectively reach and engage target audiences. By leveraging various
digital channels such as websites, search engines, social media platforms,
email, and influencer networks, businesses can promote their products
and services, cultivate brand awareness, and drive conversions. To excel
in e-marketing, businesses must possess a comprehensive understanding
of their target audience, develop a meticulous digital marketing plan,
and employ diverse strategies like SEO, content marketing, social media
marketing, email marketing, PPC advertising, and influencer marketing.
Continuously monitoring and analyzing campaign performance, measuring
key metrics, and making data-driven decisions are pivotal in optimizing
strategies and attaining desired outcomes. Challenges in e-marketing
include the selection of appropriate digital channels, staying abreast of
technology and trends, safeguarding privacy and data, differentiating
oneself amidst the digital cacophony, and adapting to evolving consumer
behaviour. By staying informed, implementing effective strategies, and
embracing innovation, businesses can harness the power of e-marketing
to elevate their online presence, engage their target audience, and foster
business growth. In an ever-expanding digital landscape, e-marketing
presents remarkable opportunities for businesses to forge connections
with customers, establish a competitive edge, and thrive in the digital
marketplace.
126 PAGE

1. Which type of marketing specifically targets mobile device

users and leverages mobile channels for promotional activities?
(a) Mobile marketing
(b) E-marketing
(c) Internet marketing
(d) Content marketing
2. __________ is the process of using mobile devices to promote
products, services, or brands.
3. __________ encompasses the utilization of digital platforms and
technologies to promote brands, products, and services.
4. E-marketing encompasses a wide array of strategies and tactics
crafted to effectively target and engage desired audiences across
various online channels. (True/False)
5. Mobile marketing is limited to smartphone devices only. (True/
False)
5.5 Internet Marketing
5.5.1 Meaning of Internet Marketing

Internet marketing refers to comprehensive marketing endeavours con-
ducted across various online platforms and channels. It encompasses the
utilization of internet resources and digital technologies to effectively
promote brands, products, and services, expand reach to a vast audience,
and accomplish marketing objectives.
For example, Zomato, a popular food delivery and restaurant discovery
platform in India, exemplifies the power of Internet marketing. With its
comprehensive internet marketing plan, Zomato utilizes Search Engine
Optimization (SEO) to improve its online visibility, paid online advertising
to target specific demographics, and social media marketing to engage
with its audience. By leveraging user-generated content, such as reviews
and ratings, Zomato builds trust and credibility among its users. Addition-
ally, Zomato implements data-driven decision-making through analytics
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DIGITAL MARKETING
Notes tools to optimize its campaigns and enhance customer experiences. As a

result, Zomato has successfully expanded its customer base, strengthened
its brand presence, and achieved significant business growth.
5.5.2 Key Elements of Internet Marketing

Websites and Landing Pages: A meticulously designed and user-
centric website forms the bedrock of Internet marketing. It serves as
a central hub for disseminating information, facilitating conversions,
and fostering customer interactions. Additionally, optimized landing
pages are purpose-built web pages tailored to capture leads or drive
specific actions.
SearchEngine Optimization (SEO): SEO revolves around optimizing
websites and content to enhance their visibility in organic search
engine results. This encompasses meticulous keyword research,
on- page optimization techniques, strategic link-building efforts,
and technical enhancements—all aimed at driving organic traffic
and elevating search engine rankings.
Paid Online Advertising: Internet marketing encompasses a diverse
range of paid advertising formats, including Search Engine Marketing
(SEM), display advertising, social media advertising, and video
advertising. These paid ads are targeted toward specific demographics,
interests, and search queries, ensuring optimal reach to the intended
audience and driving conversions.
Email Marketing: Harnessing the power of email to reach and nurture
leads, establish effective communication channels with customers, and
drive conversions. Email marketing involves the implementation of
targeted and personalized messaging, automated sequences, informative
newsletters, and enticing promotional offers—ultimately fostering strong
relationships and encouraging desired customer actions.
SocialMedia Marketing: Capitalizing on the potential of social
media platforms to effectively promote products, and services, and
engage with the audience assumes paramount importance in internet
marketing. This entails creating and sharing captivating content,
running targeted ads, and actively interacting with users on platforms
like Facebook, Instagram, Twitter, LinkedIn, and YouTube.
128 PAGE

By integrating these vital components, businesses can unleash the full Notes
potential of online marketing, establish a prominent online presence,
effectively engage their target audience, and achieve their marketing
objectives in the digital realm.
5.5.3 Benefits of Internet Marketing

Global Reach and Expansion: Internet marketing empowers businesses
to transcend geographical limitations and extend their market reach
globally. It opens doors to a vast customer base, facilitating international
business ventures and widening growth opportunities.
Cost-Effective: Internet marketing presents a more economical alternative
when compared to conventional marketing methods. Online advertising,
targeted email campaigns and content creation can be customized to
suit varying budgets, making it accessible to businesses of all scales.
Targeted Marketing: Internet marketing enables businesses to
precisely target specific demographics, interests, and consumer
behaviours. This strategic approach ensures that marketing efforts
are concentrated on reaching the most relevant audience, thereby
increasing conversion rates and maximizing return on investment.
Measurable Outcomes: Internet marketing provides comprehensive
analytics and tracking mechanisms for measuring campaign performance.
Metrics such as website traffic, click-through rates, conversion
rates, and customer engagement can be meticulously monitored,
facilitating data-driven decision-making and optimization strategies.
Enhanced Customer Engagement: Through diverse online channels,
businesses can actively engage with their audience in real time.
Interaction opportunities spanning social media platforms, comment
sections, customer reviews, and email communications contribute to
fostering relationships, gathering valuable feedback, and augmenting
overall customer satisfaction.
5.5.4 Strategies for Effective Internet Marketing

Comprehensive Internet Marketing Plan: Construct a holistic and
well-structured Internet marketing strategy that integrates a multitude
PAGE 129

DIGITAL MARKETING
Notes of online channels and tactics. This encompassing approach entails

incorporating SEO, paid advertising, social media marketing, email
marketing, content marketing, and thorough analytics.
Targeted Audience Segmentation: Gain a deep understanding of
your target audience and segment them based on demographics,
interests, and behaviours. Customize your marketing messages,
content, and advertising campaigns to resonate harmoniously with
each distinct segment.
Content Marketing: Generate valuable and pertinent content to
captivate and engage your target audience. Devise a meticulous
content strategy encompassing a diverse array of formats, including
thought-provoking blog posts, captivating videos, visually appealing
infographics, and informative e-books. This content should provide
profound insights, offer problem-solving solutions, and position your
brand as a thought leader.
Conversion Optimization: Concentrate on optimizing your website
and landing pages to maximize conversions. Deploy clear and
compelling call-to-action buttons, eliminate friction throughout the
conversion process, and meticulously conduct A/B testing to enhance
user experience and elevate conversion rates.
Social Media Engagement: Foster a robust social media presence
and actively engage with your audience. Share captivating and
relevant content, promptly respond to comments and messages,
execute targeted social media advertising campaigns, and leverage
influential partnerships to expand your reach.
Email Marketing Automation: Implement sophisticated email
marketing automation tools to streamline communication with your
subscribers and customers. Establish automated email sequences
based on user actions or behaviours, such as welcoming emails,
abandoned cart reminders, or personalized recommendations.
Influencer Marketing: Forge collaborations with influential individuals
or industry experts possessing a substantial online following and
established credibility. Leveraging influencer partnerships can
effectively boost brand awareness, extend your reach to a broader
audience, and instil trust and credibility among their devoted followers.
130 PAGE

Data-Driven Decision Making: Harness the power of analytics Notes

tools to gather and analyze comprehensive data pertaining to your
online marketing endeavours. Monitor key metrics such as website
traffic, conversions, engagement rates, and Return on Investment
(ROI). Employ this invaluable data to make well-informed decisions,
optimize your campaigns, and continually refine overall performance.

Intense Competition: Internet marketing operates within a realm
characterized by intense competition, making it arduous to stand out
from rivals. To capture audience attention, businesses must develop
unique value propositions, establish differentiated branding, and
continually innovate their approaches.
Rapid Technological Changes: The internet and digital landscape
undergo rapid and ongoing transformations, introducing new
technologies, platforms, and algorithms. To maintain efficacy,
businesses must remain abreast of industry trends, adapting their
strategies accordingly to leverage emerging opportunities.
Information Overload: With the abundance of online content
and advertisements, capturing and retaining audience attention has
become increasingly challenging. To overcome this, businesses must
craft compelling and relevant content that breaks through the noise,
capturing the interest of their target audience.
Data Privacy and Security: Internet marketing involves the collection
and management of customer data, necessitating strict adherence
to data protection regulations. Ensuring secure data storage and
transmission is paramount to maintaining customer trust, underscoring
the importance of robust security measures.
Adaptation to User Behaviour: User behaviour and preferences
are subject to continual shifts. To remain relevant, businesses must
constantly monitor and analyze user trends, adapting their strategies
accordingly. Providing personalized and seamless user experiences
is essential to meet evolving user expectations.
Internet marketing thrives within a highly competitive environment, re-
quiring businesses to distinguish themselves from competitors through
PAGE 131

DIGITAL MARKETING
Notes unique value propositions, differentiated branding, and a commitment to

continuous innovation. The dynamic nature of the internet and digital
landscape necessitates staying updated with industry trends and adapt-
ing strategies to leverage emerging opportunities effectively. With the
abundance of online content, capturing and retaining audience attention
poses a significant challenge, highlighting the need for compelling and
relevant content that cuts through the noise. Furthermore, businesses must
prioritize data privacy and security, comply with regulations, and imple-
ment robust measures to protect customer information. Lastly, adapting
to evolving user behaviour and providing personalized experiences are
crucial to maintaining relevance in the ever-changing digital landscape.
5.6 Content Marketing
5.6.1 Meaning of Content Marketing

The term ‘content marketing’ refers to a strategic marketing approach that
involves creating and disseminating worthwhile, pertinent, and consistent
material to draw in and keep the attention of a target audience. Instead
of actively promoting a business or service, the main objective of content
marketing is to give the audience information, entertainment, or utility.
Businesses hope to create authority, foster long-term connections, and
develop trust with their intended customers by providing good content.
It involves the creation and dissemination of numerous sorts of content,
including articles, blog posts, videos, podcasts, infographics, e-books,
social media updates, white papers, and more. The content is crafted to
appeal to the interests, needs, and problems of the target audience.
For example, Amul, a leading dairy cooperative in India, has successfully
utilized content marketing through its iconic “Amul Girl” campaign. The
campaign features a cartoon character who humorously comments on
current events and popular culture through witty one-liners displayed on
billboards and print ads. This content has increased brand awareness, en-
gagement, and loyalty, as people eagerly anticipate and share the creatives
on social media. By addressing social issues and consistently producing
relatable content, Amul has established itself as a brand that understands
its audience and reflects the pulse of the nation, showcasing the power
of content marketing in building a strong brand presence.
132 PAGE

Notes
5.6.2 Key Elements of Content Marketing
Target Audience: Finding and comprehending the target audience is
the first step in content marketing. Businesses can provide content that
resonates with the preferences, problems, and goals of their audience
by developing customer personas and carrying out market research.
Valuable Content: The creation of valuable material for the audience
is a focus of content marketing. This can include case studies, white
papers, podcasts, infographics, films, blog entries, and more. The
information should be interesting, customized to the requirements
and interests of the target audience, and informative.
Distribution Channels: Effective content marketing depends on
choosing the right distribution channels. These could include an
organization blog, email newsletters, social media sites, guest posts
on websites related to the sector, seminars, and collaborations with
influencers. The objective is to engage and frequently use channels
that the target audience uses to communicate.
Consistency and Frequency: Delivering worthwhile information
consistently is necessary for content marketing. Maintaining a
consistent brand voice and style while regularly releasing fresh content
encourages audience trust and loyalty. Planning and organizing the
creation and distribution of contents can be facilitated by editorial
schedules and content calendars.
Measuring and Analyzing Results: For continual improvement,
monitoring and evaluating the effectiveness of content marketing
efforts is crucial. Insights can be gained through Key Performance
Indicators (KPIs) such as website traffic, engagement metrics, lead
generation, conversion rates, and client feedback.
5.6.3 Benefits of Content Marketing

Building Brand Awareness and Authority: A company can establish
itself as a reliable source of knowledge and experience in its sector
by producing and disseminating relevant content. Businesses may
become thought leaders and increase brand recognition among their
target audience by producing pertinent and helpful content frequently.
PAGE 133

DIGITAL MARKETING
Notes Increasing Customer Engagement: Interaction and engagement

with the audience are fostered by content marketing. For businesses
to connect and interact with their audience on a deeper level,
valuable content inspires discussions, comments, and shares. Long-
term relationships with customers are created as a result of this
involvement, which promotes brand loyalty.
Driving Website Traffic and SEO: To increase organic website traffic,
content marketing is essential. Publishing relevant and optimized
content boosts search engine rankings, making it easier for potential
customers to find and visit a company’s website. The number of
visitors to a website can influence its conversion rates and sales.
Lead Generation and Nurturing: A tool for lead generation,
valuable content attracts potential customers. Businesses can gather
leads by providing valuable content in return for contact information,
nurture those leads through customized content marketing, and then
turn those leads into paying customers.
Cost-Effective Marketing Strategy: Content marketing is more
affordable than traditional marketing strategies. Content creation
and distribution are generally inexpensive, and the long-term benefit
of evergreen content can continue to produce rewards over time.
5.6.4 Strategies for Effective Content Marketing

Define Clear Objectives: Strategies for content marketing should
be in line with clear business objectives, such as raising brand
awareness, boosting website traffic, or generating leads. Objectives
that are clearly stated enable the provision of targeted content and
success evaluation.
Understand the Target Audience: For content to resonate with the
target audience’s interests and requirements, a thorough grasp of that
audience is essential. To help with the creation of content, do market
research, create buyer personas, and acquire customer insights.
Develop a Content Plan: Make a thorough content plan that includes
a content calendar, subjects, formats, and distribution methods. To
accommodate a variety of audience preferences and consumption
134 PAGE

patterns, this plan should include a variety of content types, including Notes
videos, blog entries, social media posts, and infographics. The
frequency of content publication should be taken into account in the
content plan to maintain a steady flow of worthwhile information.
Storytelling and Brand Voice: Use narrative strategies to make the
information more interesting and relatable. Create a recognizable
brand voice that reflects the brand identity and appeals to the target
market. The tone, style, and messaging of the content should all be
consistent with the brand voice.
Search Engine Optimization (SEO): Conduct keyword research
and incorporate relevant keywords into the content to optimize it
for search engines. Pay attention to on-page SEO elements including
headings, URL structures, and meta tags. This raises the content’s
visibility and search engine ranks and increases organic traffic.
Promotion and Distribution: Create a comprehensive plan for
distributing and promoting information. Increase the reach of the
material by utilizing social networking networks, email newsletters,
relationships with influencers, or industry websites. Actively interact
with the audience by sharing and replying to their comments.
Repurposing and Recycling Content: Repurposing and recycling
content in various formats or for various platforms will increase its
value. For instance, you could turn a blog post into a video, make
an infographic that summarises a white paper or put together an
e-book from a number of pieces. This broadens the audience for
the information and appeals to their varied preferences.
Engage and Encourage User-generated Content (UGC): Encourage
the audience to create their own content about the company or brand
by engaging with them directly. This includes reviews, testimonials,
social media posts, and user-generated videos. UGC promotes a
sense of community and improves brand credibility.
Data-Driven Optimization: Utilize analytics tools to continuously
track and evaluate the performance of the material. Recognize
content that performs well and comprehend audience engagement
metrics. Utilize these insights to improve future content strategies,
PAGE 135

DIGITAL MARKETING
Notes concentrate on audience-relevant themes, and make data-driven

choices to increase content effectiveness.
Collaboration and Guest Posting: Collaborate on guest posts or
co-created content with industry influencers, experts, or related
businesses. This not only offers new viewpoints but also exposes
the information to a larger audience and builds up relationships
within the industry.

Content Quality and Consistency: Maintaining constant content quality
can be difficult, especially when producing a large volume of content.
Businesses should emphasize quality over quantity and make sure that
every piece of content contributes to the broader content strategy.
Content Distribution and Promotion: Even with quality content, it
can be difficult to reach the target audience. To make sure content
reaches the intended audience through the appropriate channels,
effective content distribution and promotion techniques are essential.
Keeping up with Trends and Algorithms: Because content marketing
is dynamic, it is important to stay current on new trends, algorithm
updates, and shifting customer preferences. To stay engaging and
relevant in the ever-evolving digital environment, regularly research
and modify your content strategies.
Measurement and ROI: It might be challenging to calculate content
marketing’s ROI and efficacy. To evaluate the effectiveness of content
activities, businesses should set up clear measures and keep track
of pertinent data. This involves monitoring data for engagement,
lead creation, conversion rates, and customer feedback in addition
to website traffic.
Hence, content marketing is an effective strategy that enables companies
to raise their profile, engage their audience, and encourage profitable
behaviour. Businesses may use content marketing to fulfil their market-
ing objectives and succeed in the digital age by continually producing
valuable content that appeals to the target audience and using efficient
distribution and measurement tactics.
136 PAGE

6. Which marketing strategy focuses on creating and distributing

valuable and relevant content to attract and engage a target
audience?
(a) Mobile marketing
(b) E-marketing
(c) Internet marketing
(d) Content marketing
7. Internet marketing allows businesses to reach a global audience
and expand their market beyond geographical boundaries. (True/
False)
8. Content marketing is primarily focused on direct selling of
products and services. (True/False)
9. __________ involves utilizing the internet and digital technologies
to promote products, services, and brands.
10 Content marketing is solely focused on creating blog posts and
articles. (True/False)
5.7 Summary
Mobile marketing refers to the practice of promoting goods, services,
and brands to users of mobile devices through a variety of channels,
including mobile applications, SMS, MMS, mobile websites, push
notifications, and social networking platforms accessed through
mobile devices.
E-marketing encompasses the utilization of digital platforms and
cutting-edge technologies to promote brands, products, and services.
Internet marketing refers to comprehensive marketing endeavours
conducted across various online platforms and channels.
Content marketing refers to a strategic marketing approach that involves
creating and disseminating worthwhile, pertinent, and consistent
material to draw in and keep the attention of a target audience.
PAGE 137

DIGITAL MARKETING
Notes CASE STUDY

Zomato is a leading online food delivery and restaurant discovery
platform based in India. Founded in 2008, Zomato has transformed
the way people discover, order, and enjoy food. With a vast net-
work of restaurants and a user-friendly online platform, Zomato has
become a go to destination for food lovers across the country. The
company’s success can be attributed to its strategic utilization of
Internet marketing techniques to reach a wide audience and drive
business growth.
Based on this, answer the following questions:
1. How did Zomato leverage internet marketing to establish its
brand presence and gain a competitive edge in the food delivery
industry?
2. Discuss the role of search engine optimization (SEO) in Zomato’s
internet marketing strategy. How did it help the company rank
higher in search engine results and increase website traffic?

1. (a) Mobile Marketing
2. Mobile marketing
3. E-marketing
4. True
5. False
6. (d) Content marketing
7. True
8. False
9. Internet marketing
10. False
138 PAGE

Notes
1. What do you mean by internet marketing? Discuss the strategies
of Internet marketing.
2. Define content marketing. Discuss briefly the benefits and strategies
of content marketing.
3. Write short note on:
(a) Mobile Marketing
(b) E-Marketing
(c) Content Marketing
(d) Internet Marketing
5.10 References
Giovannoni, E (2018). The Digital Marketing Planning. Brisbane:
Chasefive.com.
Maity, M. (2017). Internet Marketing. New Delhi: Oxford University
Press.

Bly R. W. (2018). The Digital Marketing Handbook. Entrepreneur
Press.
Giovannoni, E. (2018). The Digital Marketing Planning. Brisbane:
Chasefive.com.
Maity, M. (2017). Internet Marketing. New Delhi: Oxford University
Press.
Rayan D. and Russ, H (2017). Digital Marketing for Dummies.
NJ: John Wiley.
PAGE 139

Glossary
A/B Testing: A method in marketing research where variables in a control scenario are
changed and the ensuing alternate strategies tested, in order to improve the effectiveness
of the final marketing strategy.
Above the Fold: The section of a Web page that is visible without scrolling.
Ad Blocking: The blocking of Web advertisements, typically the image in graphical Web
advertisements.
Ad Space: The space on a Web page available for advertisements.
Add URL: (see Search Engine Submission)
B2C: Business that sells products or provides services to the end-user consumers.
Bandwidth: How much data can be transmitted in a time period over a communications
channel, often expressed in kilobits per second (kbps).
Banner Ad: A graphical web advertising unit, typically measuring 468 pixels wide and
60 pixels tall (i.e. 468 × 60).
Banner Blindness: The tendency of web visitors to ignore banner ads, even when the
banner ads contain information visitors are actively looking for.
Call-to-Action (CTA): A prompt or instruction that encourages users to take a specific
action, such as clicking a button or filling out a form.
Click-through Rate (CTR): The percentage of users who click on a link or call-to-action
within a social media post or campaign.
Consumer: The ultimate user of the product or service.
Content Marketing: Creating and distributing valuable and relevant content to attract
and engage a target audience.
Conversion: The desired action taken by a user as a result of a social media campaign,
such as making a purchase, filling out a form, or subscribing to a newsletter.
Conversion Rate Optimization (CRO): Improving the percentage of website visitors who
take desired actions, such as making a purchase or filling out a form.
E-Marketing: Utilizing digital platforms and technologies to promote brands, products,
and services.
PAGE 141

DIGITAL MARKETING
Notes Email Marketing: Communicating with customers and prospects through

email to nurture leads, drive conversions, and build relationships.
Engagement: The level of interaction or activity generated by social
media content, including likes, comments, shares, and clicks.
Engagement Rate: The percentage of users who engage with a social
media post or campaign out of the total number of users reached.
Follower Growth: The rate at which the number of followers or sub-
scribers on a social media platform increases over time.
Hashtag Performance: The evaluation of the reach, engagement, and
overall effectiveness of hashtags used in social media campaigns.
Impressions: The total number of times a social media post or campaign
has been viewed, including multiple views by the same user.
Influencer Impact: The assessment of the influence and impact of influ-
encers or brand ambassadors on social media campaigns, including their
ability to generate engagement, reach, and conversions.
Influencer Marketing: Collaborating with influential individuals or
personalities to promote products or services to their engaged audience.
Internet Marketing: Conducting marketing efforts through online channels
and platforms to reach a wide audience and achieve marketing objectives.
Landing Page: A web page specifically designed to capture leads or drive
specific actions, often used in advertising or email marketing campaigns.
Mobile Marketing: Promoting products or services to a target audience
through mobile devices such as smartphones and tablets.
Online Consumer: Who consumes or purchases the product/service online?
Online Marketing Mix: A blend of Product, Price, Place, Promotion,
People, Process, and Physical Evidence that helps the marketer to acquire
customers.
Pay-Per-Click (PPC) Advertising: Placing targeted ads on search engine
result pages or websites and paying a fee for each click received.
Positioning: Persuading the target audience to purchase the product.
Reach: The total number of unique users who have been exposed to a
social media post or campaign.
142 PAGE

Glossary
Return on Investment (ROI): The measurement of the profitability or Notes

effectiveness of social media campaigns by comparing the costs incurred
with the resulting revenue, conversions, or other desired outcomes.
Search Engine Optimization (SEO): Optimizing websites and content
to improve visibility and organic ranking in search engine results pages.
Segmenting: Division of the market into groups.
Sentiment Analysis: The process of determining and categorizing the
sentiment or opinion expressed in social media posts, comments, or
mentions, often categorized as positive, negative, or neutral.
Share of Voice: The measure of a brand’s visibility or presence con-
cerning competitors within a specific social media platform or industry.
Social Listening: The process of monitoring and analysing conversations
and mentions related to a brand or specific keywords on social media
platforms to gain insights into audience sentiment and trends.
Social Media Marketing: Utilizing social media platforms to promote
products, interact with customers, and build brand awareness.
Social Media Monitoring: The practice of tracking and observing social
media platforms for mentions, comments, or conversations related to a
brand, industry, or specific keywords.
Targeting: Picking up the best-suited segment to cater to.
PAGE 143

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© Department of Distance and Continuing Education

Corrections/Modifications/Suggestions proposed by Statutory Body, DU/

© Department of Distance & Continuing Education, Campus of Open Learning,

Lesson 2: Digital Marketing Strategies 19–56

Lesson 3: Consumer Behaviour in the Digital Era 57–76

Lesson 4: Social Media Analytics 77–114

Lesson 5: Internet Marketing Strategy and Content Marketing 115–139

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1.1 Learning Objectives

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7609-Digital Marketing.indd 2 14-Aug-24 3:47:45 PM

ad to grab the limelight whenever a keyword specific to the ad is punched Notes

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Figure 1.1: Social Media Users Worldwide

1.3 Traditional Marketing v. Digital Marketing

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 Promotion using personalised emails, notifications, newsletters and Notes

7609-Digital Marketing.indd 5 14-Aug-24 3:47:46 PM

Notes on a social media platform will be quite quick and effective as a

7609-Digital Marketing.indd 6 14-Aug-24 3:47:46 PM

1.4 Digital Marketing Strategies

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Notes  Search Engine Optimization: SEO is one of the most important

Figure 1.2: SEO

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 Paid Banner Advertisements: Paid advertisements are increasingly Notes

Figure 1.3: Banner Advertisements

 Brand Applications: Digital marketers are expanding their scope

7609-Digital Marketing.indd 9 14-Aug-24 3:47:46 PM

Precautions for Effective Digital Marketing

7609-Digital Marketing.indd 10 14-Aug-24 3:47:46 PM

 Continuous updation of the offered content on the web should be Notes

1.5 Digital Markets

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Notes in a digital format therefore buyers can make a better selection of

1.6 Digital Marketing Plan

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7609-Digital Marketing.indd 14 14-Aug-24 3:47:46 PM

7609-Digital Marketing.indd 15 14-Aug-24 3:47:46 PM

7609-Digital Marketing.indd 16 14-Aug-24 3:47:46 PM

3. SEO in digital marketing performs the function of: Notes

(a) Enhancing sales

1.8 Answers to In-Text Questions

1.9 Self-Assessment Questions

7609-Digital Marketing.indd 17 14-Aug-24 3:47:46 PM

7609-Digital Marketing.indd 18 14-Aug-24 3:47:46 PM

2.1 Learning Objectives

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Notes  Search Engine Optimization.

2.3 Conversion Funnel in Digital Marketing

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7609-Digital Marketing.indd 21 14-Aug-24 3:47:47 PM

Notes lifetime value. By providing ongoing value and maintaining a positive

2.4 Customer Acquisition in Digital Marketing

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7609-Digital Marketing.indd 23 14-Aug-24 3:47:47 PM

Notes partner with influencers or affiliates who promote your products

Lesson 2: Digital Marketing Strategies 19–56

Lesson 3: Consumer Behaviour in the Digital Era 57–76

Lesson 4: Social Media Analytics 77–114

Lesson 5: Internet Marketing Strategy and Content Marketing 115–139

Promotion using personalised emails, notifications, newsletters and Notes

Notes Search Engine Optimization: SEO is one of the most important

Paid Banner Advertisements: Paid advertisements are increasingly Notes

Brand Applications: Digital marketers are expanding their scope

Continuous updation of the offered content on the web should be Notes

Notes Search Engine Optimization.

Notes Budget Management and Optimisation: Successful paid advertising