SDMCBM V SEM BBA Digital Marketing

Ch -1 Digital Marketing
Marketing is the process of promoting and selling products or services to customers. It involves
various strategies and activities aimed at creating awareness, generating interest, and ultimately
convincing customers to purchase a product or service.
Digital marketing refers to the use of digital channels, platforms, and technologies to promote
and advertise products, services, or brands to a target audience. It encompasses a wide range
of online marketing activities that leverage the power of the internet and electronic devices to
connect with potential customers. The goal of digital marketing is to engage, inform, persuade,
and convert users into customers while optimizing the use of various digital tools and strategies.

Need
• Online Consumer Behavior: Consumers are spending more time online, whether it's
for entertainment, information, or shopping. Businesses need to be where their target
audience is, and that's increasingly on digital platforms.
• Wider Reach: Digital marketing allows businesses to reach a global audience without
the limitations of geographical boundaries. This is especially valuable for businesses
that want to expand beyond their local markets.
• Cost-Effectiveness: Digital marketing can often be more cost-effective than traditional
marketing methods like TV or print ads. Online advertising, social media campaigns,
and email marketing can reach a large audience at a fraction of the cost.
• Targeted Advertising: Digital marketing enables precise audience targeting based on
demographics, interests, behaviors, and other factors. This precision increases the
likelihood of reaching the right people with the right message.
• Measurable Results: Digital marketing campaigns are highly measurable. Businesses
can track key performance indicators (KPIs) such as website traffic, conversion rates,
engagement metrics, and more. This data allows for real-time optimization of
campaigns.
• Personalization: Digital marketing allows businesses to personalize their marketing
messages based on user preferences and behaviors. This personal touch can enhance
customer engagement and loyalty.
• Interactivity and Engagement: Digital marketing enables two-way communication
between businesses and customers. Social media, comments sections, and interactive
content allow for direct engagement, fostering a sense of community.

1
SDMCBM V SEM BBA Digital Marketing

• Brand Building: A strong online presence through consistent digital marketing efforts
helps build brand recognition and credibility. Businesses can shape their brand image
more effectively through digital channels.
• 24/7 Availability: Unlike traditional brick-and-mortar stores, digital marketing allows
businesses to be accessible to customers around the clock, accommodating different
time zones and preferences.
• Adapting to Trends: Digital marketing enables businesses to quickly adapt to changing
trends and customer preferences. Campaigns can be adjusted in real-time to stay
relevant and resonant.
• Competitive Advantage: Embracing digital marketing gives businesses a competitive
edge, especially if their competitors are slow to adopt online strategies.
• Data-Driven Insights: The data collected from digital marketing efforts provides
valuable insights into customer behavior and preferences. Businesses can make
informed decisions based on this data.
• Flexibility and Agility: Digital marketing campaigns can be launched, adjusted, or
paused relatively quickly. This flexibility is crucial in responding to market changes
and opportunities.
• Multiple Channels: There's a wide variety of digital marketing channels available,
from social media and search engines to email and content marketing. This diversity
allows businesses to choose the most effective channels for their target audience.

Origin of Digital Marketing

• Hotwired (1994–1999) was the first commercial online magazine, launched on
October 27, 1994. Although it was part of the print
magazine Wired, Hotwired carried original content.
• 2002 google launched Ad words to provide advertiser a sponsored link in their
website.
• 2002 LinkedIn launched
• In 2003 Yahoo adopted the idea by offering space on its home page , ad in its
search engine.
• 2004 Facebook was launched
• 2006 Twitter
• 2000-2010 was decade of social media

2
SDMCBM V SEM BBA Digital Marketing

Channels /Platforms Digital marketing

1. Search Engines: Platforms like Google, Bing, and Yahoo allow businesses to run ads
through Pay-Per-Click (PPC) campaigns, as well as optimize their websites for better
organic search rankings through Search Engine Optimization (SEO).
2. Social Media: Social media platforms like Facebook, Instagram, Twitter, LinkedIn,
Pinterest, and TikTok offer opportunities for both organic content sharing and paid
advertising. Each platform has its own audience demographics and engagement
patterns
3. Content Marketing: Websites and blogs serve as central hubs for content marketing
efforts. Publishing high-quality, relevant content can attract and engage users while
improving SEO. Content marketing allows marketing teams to be proactive about
educating consumers about current and new products in a relaxed and unpressured way,
and about answering their users’ questions. Digital marketing teams create written
content, videos, and other marketing assets to answer questions or provide context to
consumers throughout the three stages of the buyer’s journey:
• The awareness stage: Buyer realizes they have a need
• The consideration stage: Buyer determines a course of action to meet this need
• The decision stage: Buyer decides on a product / service to purchase to meet the
need
4. Email Marketing: Email marketing platforms like MailChimp, Constant Contact, and
HubSpot enable businesses to send targeted emails, newsletters, and promotional offers
to their subscribers.
5. Video Sharing Platforms: YouTube is the primary platform for video marketing,
allowing businesses to create and share video content. Other social media platforms
also support video content, such as Facebook and Instagram.
6. Pay-Per-Click (PPC) Advertising Platforms: In addition to search engines, platforms
like Google Ads (formerly Google AdWords), Bing Ads, and platforms within social
media networks enable businesses to create and display ads to relevant audiences.
• Pay-per-click (PPC) is a form of paid advertising that allows marketing teams
to essentially purchase traffic to their website. Marketers place ads on websites
or search engines such as Google and Microsoft Bing, and pay a fee each time
their ad is clicked on. These ads often appear at the top of the search results

3
SDMCBM V SEM BBA Digital Marketing

page, and are typically determined by bids on specific keywords, while banner
ads on websites usually have set prices.
• Using the example of the consumer buying athletic shoes, if the shoe company
had been using a PPC ad campaign as part of their digital marketing strategy,
the potential customer could have just as easily clicked on the company’s ad on
the first page of Google instead of their blog, and purchased the shoes directly.
7. Display Advertising Networks: Display ads are graphical or visual ads that appear on
websites. Google Display Network and other ad networks allow businesses to place ads
on a wide range of websites.
8. Affiliate Marketing Platforms: Networks like Amazon Associates, ClickBank, and
ShareASale facilitate affiliate marketing partnerships, where businesses can collaborate
with affiliates to promote products and earn a commission on sales.
9. Influencer Marketing Platforms: Platforms like Instagram, TikTok, and YouTube
offer opportunities for businesses to collaborate with influencers who have large
followings to promote products or services.
Here is an example of influencer marketing: GoPro partnered up with this Colorado-
based influencer, Loki, whose followers include many outdoor enthusiasts. This put
their product in front of their target audience, with a recommendation from a like-
minded, trustworthy source.
10. Mobile Advertising Platforms: As mobile device usage increases, platforms like
Google Ads and Facebook offer mobile-specific ad formats to target users on
smartphones and tablets.
11. E-commerce Platforms: Businesses that sell products online can utilize e-commerce
platforms like Shopify, WooCommerce, and Magento to set up their online stores and
implement digital marketing strategies.
12. Marketing Automation Platforms: Tools like HubSpot, Marketo, and Salesforce
Marketing Cloud offer marketing automation capabilities, allowing businesses to
streamline and automate marketing tasks like email campaigns and lead nurturing.
A simple example of how many businesses use marketing automation platforms is
through email “nurture” campaigns, both before and after a sale is made. When a
customer purchases a product on a company’s website, perhaps a new computer from a
tech site, the company will likely use automation of some type to email a receipt to the
customer. They could follow that up with a “thank you” email or text, along with the
tracking number of the customer’s order, also automatically, and a further email asking
4
SDMCBM V SEM BBA Digital Marketing

for a review of the product a few weeks after the purchase is delivered. Conversely, if
the customer did not buy the computer, but instead left it in their online cart and
provided their email to be notified when it was on sale, the company would likely not
only notify the customer when their prospective purchase was discounted but might
also provide ideas for other complementary products the customer could add to their
order.
13. Analytics and Tracking Platforms: Google Analytics, Adobe Analytics, and other
analytics platforms help businesses track and analyze website traffic, user behavior, and
campaign performance.
Without marketing analytics, it’s all too easy to just keep “doing what you know how
to do”, putting up content, paying for ads and generally hoping for the best, but all the
while, not really knowing what benefits all that work is getting you. With the use of a
marketing analytics platform to, for example, track the engagement rates you get on
every social media post you put up or see exactly where customers generally get bored
and leave your website, you can make changes on your social media posts and website
to ensure that the next person who visits becomes a converted lead instead of a lost one.
14. Podcasts and Audio Platforms: Podcast advertising and audio platforms like Spotify
offer opportunities for audio-based marketing campaigns.
15. Webinars and Online Events Platforms: Platforms like Zoom and GoToWebinar
enable businesses to host webinars, workshops, and online events to engage audiences
and share valuable content.

Digital marketing for students, professionals and business

Digital Marketing for Students:
• Personal Branding: Students can use digital marketing to build a strong online
presence. Creating and curating content related to their field of study or interests can
help them establish themselves as experts even before they graduate.
• Blogging/Vlogging: Starting a blog or a YouTube channel can be a great way for
students to share their knowledge, insights, and experiences. This can help them
connect with like-minded individuals and potentially even attract internship or job
opportunities.
• Social Media Engagement: Engaging on platforms like LinkedIn, Twitter, and
Instagram can help students connect with professionals and industry experts. Sharing

5
SDMCBM V SEM BBA Digital Marketing

relevant content, participating in discussions, and networking can open doors for future
career prospects.
Digital Marketing for Professionals:
• Personal Branding: Professionals can leverage digital marketing to showcase their
expertise and position themselves as thought leaders in their industry. Consistently
sharing valuable insights and engaging with their audience can enhance their credibility.
• LinkedIn Optimization: LinkedIn is a powerful platform for professionals.
Optimizing your LinkedIn profile, sharing industry-related content, and actively
participating in relevant groups can help you expand your professional network.
• Networking: Use digital marketing to connect with colleagues, peers, and mentors in
your field. Attend webinars, virtual conferences, and engage in online communities to
stay updated and build valuable connections.
Digital Marketing for Businesses:
• Website Optimization: A well-designed, user-friendly website is essential. Optimize
it for SEO, ensure fast loading times, and make sure it's responsive on all devices.
• Content Marketing: Creating high-quality content that addresses your target
audience's pain points can drive organic traffic to your website. This could include blog
posts, videos, infographics, and ebooks.
• Social Media Advertising: Businesses can use platforms like Facebook, Instagram,
and LinkedIn to run targeted advertising campaigns. These campaigns can be tailored
to reach specific demographics and interests.
• Email Marketing: Utilize email campaigns to nurture leads and engage existing
customers. Segment your email list for more personalized and relevant communication.
• Data Analysis: Businesses should use digital marketing analytics tools to track the
performance of their campaigns. This data can provide insights into what's working and
what needs adjustment.
• E-commerce Strategies: If applicable, businesses can leverage e-commerce platforms
and digital marketing techniques to drive online sales.
• Local SEO: For brick-and-mortar businesses, local SEO is crucial. Optimizing for
local searches can help your business appear in local map listings and search results.

6
SDMCBM V SEM BBA Digital Marketing

Email Marketing
Meaning
Email marketing is a form of marketing that can make the customers on your email list aware
of new products, discounts, and other services. It can also be a softer sell to educate your
audience on the value of your brand or keep them engaged between purchases.

Importance
1. Direct and Personal Communication:
Email allows you to communicate directly with your audience, delivering messages right
to their inbox. This direct line of communication can be highly personalized, leading to
stronger connections.
2. Highly Targeted Campaigns:
Email marketing enables segmentation of your audience based on various factors like
demographics, behaviors, and preferences. This allows you to tailor content to specific
groups, increasing relevance and engagement.
3. Cost-Effective:
Compared to traditional marketing methods, email marketing is relatively inexpensive.
There are no printing or postage costs, making it a cost-effective way to reach a large
audience.
4. Customizable Content:
You can customize the content of your emails to match different stages of the customer
journey, from welcome emails to product recommendations to follow-up messages after
purchases.
5. Conversion and Sales:
Well-crafted email campaigns can drive conversions and sales. Including compelling calls-
to-action and exclusive offers can motivate subscribers to make purchases.
6. Engagement and Brand Awareness:
Regular communication with your audience through email helps keep your brand in their
minds. This increased awareness can lead to more engagement and interactions.
7. Measurable Results:
Email marketing platforms provide detailed analytics, allowing you to track open rates,
click-through rates, conversions, and more. This data helps you refine your strategy and
optimize future campaigns.
8. Automation and Efficiency:
7
SDMCBM V SEM BBA Digital Marketing

Marketing automation tools allow you to set up automated workflows, such as welcome
emails or abandoned cart reminders. This saves time and ensures timely communication.
9. Retaining Customers:
Email marketing is effective for customer retention. Regularly engaging existing customers
with valuable content and special offers encourages loyalty.
10. Mobile-Friendly: - A significant portion of emails are opened on mobile devices. Email
campaigns can be optimized for mobile viewing, ensuring a seamless experience for
recipients.
11. Global Reach: - With email, you can reach a global audience instantly. Time zone
differences are less of a barrier compared to other marketing methods.
12. Building Relationships: - Consistent, valuable email content helps build relationships
and trust with your subscribers. Over time, this can lead to long-term customer loyalty.
13. Educational Content: - Email marketing is a great way to provide educational content
to your audience, positioning your brand as an authority in your industry.
14. Feedback and Interaction: - You can encourage subscribers to provide feedback, reply
to your emails, or engage with your content. This two-way communication fosters a sense
of community.

Types of Email Marketing Campaigns

• Newsletters
Newsletters are effective for keeping your customers tuned into your brand. They
typically contain an intro, description, and links with images informing customers
regarding new products or services, industry news, important announcements, or any
changes in your business that you wish to convey.
• Welcome Messages
These emails are typically sent out to first-time clients after online registration but are
also used for sales generation, lead follow up, or brand awareness. A welcome message
usually works best when combined with a special offer to further generate customer
interest or action.
• Anniversary or Birthday Messages
This campaign boosts customer retention and loyalty. This type of email highlights
milestones important to the brand or the customer and is usually accompanied by a
special promo or discount code that they can use.
• Limited Time Offers
8
SDMCBM V SEM BBA Digital Marketing

This email campaign is used to target customers in sales, especially those who have
purchased similar items or those who have not completed their purchase. These emails
also come with promotional codes or discounts that expire within a certain timeframe.
• Abandoned Cart Emails
Again, for those involved in e-commerce, sending an email about an abandoned cart
can encourage customers to complete their purchases. These emails can be automated
messages that ask the customer to complete their purchase within a specific time frame.
Email Marketing Platforms
• MailChimp: Known for its user-friendly interface and a variety of features, MailChimp
offers email templates, automation, segmentation, and analytics.
• Constant Contact: This platform provides customizable templates, contact
management, automation, and social media integration to help businesses create
effective email campaigns.
• HubSpot: HubSpot's email marketing tools are part of its larger suite of marketing
automation features, offering personalization, segmentation, A/B testing, and detailed
analytics.
• Campaign Monitor: With easy-to-use drag-and-drop email builder and automation
capabilities, Campaign Monitor is favored for its simplicity and design options.
• AWeber: AWeber offers autoresponders, customizable templates, subscriber
segmentation, and analytics, making it suitable for businesses of all sizes.
• GetResponse: GetResponse provides a wide range of tools including email marketing,
automation workflows, landing pages, and webinars.
• ConvertKit: Popular among content creators and bloggers, ConvertKit focuses on
simplicity, automation, and segmenting subscribers based on interests and behaviors.
• ActiveCampaign: This platform offers advanced automation, segmentation, CRM
integration, and even site tracking to deliver personalized and targeted email
campaigns.
• SendinBlue: SendinBlue offers email marketing, SMS campaigns, and marketing
automation in an easy-to-use platform with a free plan for limited use.
• Mailgun: More developer-focused, Mailgun provides powerful email API capabilities
for sending transactional and marketing emails.
• Klaviyo: Known for its e-commerce focus, Klaviyo offers personalized email
campaigns, automation, and integrations with popular e-commerce platforms.

9
SDMCBM V SEM BBA Digital Marketing

• Drip: Drip focuses on e-commerce businesses, offering advanced automation, tagging,

and personalized email campaigns.
• MailerLite: A user-friendly platform with drag-and-drop email builders, automation,
and landing page features, suitable for small businesses and bloggers.
• Benchmark Email: This platform offers email marketing, automation, surveys, and
integration with various e-commerce platforms.
• Zoho Campaigns: Zoho Campaigns provides email marketing, automation, social
media integration, and detailed analytics within the Zoho suite of business tools.

Creating Emailers
1. Define Goal: Start by clarifying the objective of emailer. Whether it's promoting a
product, announcing an event, sharing valuable content, or nurturing leads, a clear goal
will guide design and content decisions.
2. Choose an Email Marketing Platform
Select an email marketing platform that suits the company needs. These platforms offer
user-friendly email builders with customizable templates, making it easy to create
professional-looking emailers.
3. Design and Layout:
• Use a clean and mobile-responsive design: Ensure emailer looks good on both
desktop and mobile devices.
• Stick to brand: Incorporate brand colors, logos, and fonts for consistency
• Keep it visually appealing: Use images, GIFs, or videos to capture attention and
convey message effectively.
• Focus on the hierarchy: Place the most important information and call-to-action
(CTA) prominently.
4. Write Compelling Content:
• Subject Line: Craft an attention-grabbing subject line that entices recipients to open
the email.
• Personalization: Address recipients by their name for a more personalized touch.
• Clear and concise: Keep the message concise and easy to understand.
• Use persuasive language: Encourage action through compelling CTAs and
persuasive language.
• Offer value: Provide valuable content or exclusive offers to incentivize engagement.

10
SDMCBM V SEM BBA Digital Marketing

5. Segment Audience: If possible, segment email list based on demographics, interests,

or previous interactions to deliver more targeted and relevant content.
6. Add Call-to-Action (CTA): Place clear and prominent CTAs that direct recipients to
take the desired action, such as "Shop Now,“ ,“Buy Now” "Learn More," or "Download
Now."
7. Test Before Sending: Test emailer across various devices and email clients to ensure it
displays correctly. Check for any broken links or formatting issues.
8. Avoid Spam Traps: Arrange content logically, with the most important information at
the top. Use headings, subheadings, and bullet points for easy scanning.
9. Schedule and Send: Choose an appropriate time and day to send emailer. Consider
audience's timezone and behavior for the best results.
10. Track and Analyze: After sending the emailer, monitor its performance through email
marketing analytics. Analyze metrics like open rates, click-through rates, and
conversions to gain insights for future improvements.

CREATING A CONTACT MANAGEMENT AND SEGMENTATION STRATEGY

FOR EMAIL MARKETING
1. Data Collection and Organization:
• Collect Relevant Data: Gather information from audience during sign-ups,
purchases, or interactions with the website. Include data like name, email,
location, preferences, purchase history, etc.
• Maintain a Centralized Database: Store all the collected data in a centralized
Customer Relationship Management (CRM) system or an email marketing
platform. This allows easy access and management of contact data.
2. Segmentation Criteria:
a. Define Segmentation Criteria: Identify the key factors that differentiate the
audience. This could be demographics, location, behavior, interests,
engagement level, or any other relevant data point.
b. Group Contacts: Create segments based on the defined criteria. For example,
might have segments like "New Subscribers," "Frequent Buyers," "Inactive
Users," or "Location-based Segments."

11
SDMCBM V SEM BBA Digital Marketing

3. Automation and Tags:

a. Utilize Automation: Set up automated workflows to add contacts to specific
segments based on predefined actions or triggers. For instance, when a customer
makes a purchase, they can be automatically added to the "Recent Buyers"
segment.
b. Use Tags: Tags provide additional information about contacts beyond standard
segmentation criteria. They allow to add extra details like interests, preferences,
or event attendance, further refining targeting.
4. Personalization:
a. Tailor Content: Craft personalized email content for each segment based on
their interests and preferences. Use dynamic content to display different offers
or messages based on the recipient's characteristics.
b. Personalize Subject Lines and Greetings: Address recipients by their names
in subject lines and greetings to create a more individualized experience.
5. Engagement Tracking:
Monitor Engagement Metrics: Keep track of email engagement metrics for each
segment, such as open rates, click-through rates, and conversions. This data will help
to understand which segments are more receptive to content.
6. Re-engagement Campaigns:
• Create Re-engagement Segments: Identify contacts who haven't engaged with
emails for a specific period. Set up re-engagement campaigns to encourage them
to become active again.
• Tailor Re-engagement Content: Craft compelling content and offers to win
back their interest. Consider offering exclusive promotions or content to reignite
their engagement.
7. A/B Testing:
• Test Different Segments: Conduct A/B tests with different segments to
understand what content resonates best with each group.
• Optimize Based on Results: Analyze the test results and use the insights to
optimize future campaigns for better performance.

12
SDMCBM V SEM BBA Digital Marketing

EMAIL DELIVERABILITY AND TRACKING EMAILS

Deliverability is the rate in which the messages are being sent to the inbox of a given
mailbox. In order to have good email deliverability the businesses need to have a great
sender reputation, and that can only be done through a properly implemented email
program.
1. Sender Reputation: Sender reputation plays a vital role in email deliverability. Internet
Service Providers (ISPs) and email providers evaluate the sender's history and behavior
to determine whether an email is trustworthy or likely to be spam. Consistent, positive
engagement from recipients, low complaint rates, and good list hygiene contribute to a
positive sender reputation.
2. Authentication and DMARC: Implement email authentication protocols like SPF
(Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC
(Domain-based Message Authentication, Reporting, and Conformance). These
protocols verify the authenticity of the sender's domain, reducing the chances of emails
being marked as spam or phishing attempts.
3. List Quality and Hygiene: Maintain a clean email list by regularly removing invalid
or inactive email addresses. High bounce rates and spam traps negatively impact
deliverability. Regularly engage in list hygiene practices, such as confirming opt-ins
and handling bounce backs appropriately.
4. Content and Spam Triggers: ISPs use sophisticated algorithms to analyze email
content and determine whether it resembles spam. Avoid using spam trigger words and
phrases, excessive punctuation, and misleading subject lines. Focus on providing
valuable and relevant content to your recipients.
5. Engagement: ISPs also monitor how recipients interact with emails. High engagement,
such as opens, clicks, and replies, indicates that emails are relevant and wanted. Low
engagement, on the other hand, might lead to emails being marked as spam or routed
to the promotions or spam folders.
6. Volume and Sending Frequency: Sudden spikes in email volume or excessive sending
can raise red flags with ISPs. Gradually increase email volume and monitor your
metrics to ensure a smooth ramp-up.
7. ISP Filtering Algorithms: Each ISP has its filtering algorithms and rules, so
deliverability might differ across various email providers. It's essential to keep track of
deliverability metrics for each provider.
13
SDMCBM V SEM BBA Digital Marketing

8. Bounce Handling: Properly handle bounces, both hard and soft bounces. Remove hard
bounces (invalid email addresses) from the list immediately, and consider re-
engagement strategies for soft bounces (temporary issues).
9. Feedback Loops: Some ISPs provide feedback loops that allows to receive
notifications when recipients mark emails as spam. Utilize this information to remove
disengaged users from your list promptly.
10. Monitor Deliverability Metrics: Regularly monitor deliverability metrics, such as
open rates, click-through rates, bounce rates, and spam complaint rates. Identify trends
and areas for improvement.

Tracking emails
Tracking emails is an essential aspect of email marketing as it allows the businesses to monitor
the performance of email campaigns and gain insights into recipient behavior.
1. Open Rate: This metric measures the percentage of recipients who opened the email.
It helps to understand how engaging the subject lines and preview text are. Open rates
can vary based on the industry and the quality of the email list.
Open rate is the percentage of delivered emails that were opened by recipients.
It is calculated as: (Number of unique opens / Number of delivered emails) x 100.
For example, if you sent 1,000 emails and 200 of them were opened, the open rate
would be (200 / 1,000) x 100 = 20%.
The open rate indicates how many recipients found your email subject line and preview
text compelling enough to open the email. A higher open rate generally indicates that
your subject lines are engaging and relevant to your audience.
2. Click-Through Rate (CTR): The CTR calculates the percentage of recipients who
clicked on one or more links within the email. It gives an idea of how compelling the
content and calls-to-action (CTAs) are.
CTR is the percentage of email recipients who clicked on one or more links within your
email.
It is calculated as: (Number of unique clicks / Number of delivered emails) x 100.
For example, if 200 recipients clicked on links in your email out of 1,000 delivered
emails, the CTR would be (200 / 1,000) x 100 = 20%.
The CTR measures the effectiveness of your email content and CTAs. A higher CTR
indicates that your email content and links are relevant and engaging, compelling
recipients to take action.
14
SDMCBM V SEM BBA Digital Marketing

3. Bounce Rate: The bounce rate indicates the percentage of emails that couldn't be
delivered to the recipient's inbox. Bounces are categorized into "hard bounces"
(permanent delivery failure) and "soft bounces" (temporary delivery issue).
4. Unsubscribe Rate: This metric shows the percentage of recipients who opted out of
the email list after receiving an email. High unsubscribe rates may indicate a need to
improve the relevancy or frequency of the emails.
5. Conversion Rate: The conversion rate tracks the percentage of recipients who
completed the desired action, such as making a purchase or filling out a form after
clicking on a link in the email.
6. Engagement Time: Some email tracking tools can provide data on how long recipients
engage with the email content. This information can be valuable in understanding which
parts of the email are most captivating.
7. Forward and Share Rate: Track how often recipients forward or share the emails with
others. This indicates the level of engagement and satisfaction with your content.
8. Geolocation: Some email tracking tools can provide information about the location of
the email recipients. This data can be useful in segmenting the audience based on
geographic locations.
9. Device and Email Client Usage: Determine the devices and email clients (e.g., Gmail,
Outlook) your recipients are using to read the emails. This knowledge can help optimize
the emails for better compatibility.
10. A/B Testing Results: When conducting A/B tests (split tests) with different email
variations, track the performance of each version to identify which elements drive better
results.

CREATING EFFECTIVE & UNIQUE EMAIL CONTENT

1. Know Your Audience: Understand the target audience's preferences, interests, pain
points, and goals. Tailor the content to address their specific needs, making it more
relevant and appealing to them.
2. Personalization: Use personalization tokens to address recipients by their names in the
subject line and greeting. Additionally, segment email list and deliver personalized
content based on each group's characteristics and preferences.
3. Compelling Subject Lines: The subject line is the first thing recipients see, so make it
attention-grabbing and intriguing. Avoid spammy language and be clear about the
content or benefit of opening the email.
15
SDMCBM V SEM BBA Digital Marketing

4. Clear and Concise Message: Keep the email content clear and to the point. Avoid
lengthy paragraphs and make sure that the main message is easy to understand.
5. Visual Appeal: Use eye-catching visuals, such as images, GIFs, or videos, to capture
the reader's attention and make email more engaging. Ensure the images are optimized
for faster loading times.
6. Unique Value Proposition: Communicate the unique value or benefit the recipients
will gain from reading your email. Highlight what makes the offer or content different
from others.
7. Call-to-Action (CTA): Use a strong and prominent CTA that clearly tells recipients
what action to take. Make it stand out visually and use persuasive language to encourage
clicks.
8. Storytelling: Incorporate storytelling elements to make the email content more
relatable and memorable. Stories can evoke emotions and create a stronger connection
with the audience.
9. Social Proof: Include customer testimonials, reviews, or social media mentions to build
trust and credibility. People are more likely to engage with content that has been
endorsed by others.
10. Interactive Elements: Consider adding interactive elements like polls, quizzes, or
clickable content to increase engagement and provide an interactive experience for
recipients.
11. Humor and Creativity: Inject humor and creativity into the email content, but ensure
it aligns with the brand and resonates with the audience.
12. Mobile-Friendly Design: Optimize the email content for mobile devices since a
significant portion of recipients read emails on their smartphones. Ensure that content
is easily readable on smaller screens.
13. Testing and Optimization: A/B test different versions of the email content to identify
what resonates best with the audience. Test subject lines, visuals, CTA placement, and
overall messaging.
14. Consistency with Branding: Ensure that email content aligns with the brand's
personality, tone, and visual identity. Consistency builds brand recognition and
reinforces trust.
15. Timing and Frequency: Be mindful of the timing and frequency of the emails. Avoid
overwhelming the subscribers with too many emails and consider their time zones for
optimal open rates.
16
SDMCBM V SEM BBA Digital Marketing

OUTLINING THE DESIGN OF MARKETING EMAILS

1. Header Section:
• Company Logo: Place your logo at the top-left or top-center of the email to
reinforce brand identity.
• Contact Information: Include your company's contact details, such as address,
phone number, and email address, in the header or footer.
2. Hero Image or Banner: Use a captivating hero image or banner that aligns with the
email's theme or message. Add a concise headline or call-to-action (CTA) in the hero
section to encourage recipients to continue reading.
3. Content Sections: Organize the email into easily scannable sections to present
information logically. Use headings and subheadings to break up content and guide
readers through the email.
4. Visuals and Graphics: Incorporate relevant images, GIFs, or videos to complement the
text and make the email visually appealing. Ensure that visuals are high-quality,
optimized for different devices, and support the email's purpose.
5. Body Text: Keep the text concise and easy to read. Use short paragraphs and bullet
points where applicable. Use a legible font and a font size that is easily readable on both
desktop and mobile devices.
6. Call-to-Action (CTA): Use a clear and visually distinct CTA button to drive the desired
action (e.g., "Shop Now," "Learn More," "Download"). Place the CTA strategically, such
as in the hero section and near the end of the email.
7. White Space: Leave sufficient white space around elements to create a clean and
uncluttered design. White space enhances readability and guides the recipient's focus to
essential elements.
8. Color Scheme: Use a consistent color scheme that aligns with your brand's colors.
Choose colors that evoke the right emotions and complement the content.
9. Footer Section: Include important links, such as social media profiles, unsubscribe
option, and privacy policy, in the footer. Reiterate the contact information and encourage
recipients to get in touch.
10. Mobile Responsiveness: Ensure that the email design is mobile-responsive to provide
a seamless experience on various devices. Test the email on different screen sizes to
ensure everything displays correctly.

17
SDMCBM V SEM BBA Digital Marketing

11. Social Sharing Buttons: Add social media sharing buttons to encourage recipients to
share the content with their network. Increase the reach of the emails and engage a wider
audience.
12. Legal and Compliance Information: Include any necessary legal information, such as
copyright notices or terms and conditions, at the bottom of the email.

DRIVING LEADS FROM EMAILS

Driving leads from emails requires a strategic approach that focuses on providing value,
personalization, and clear calls-to-action. Here are some effective strategies to help generate
leads through email marketing efforts.
1. Offer Valuable Content and Incentives: Provide valuable and relevant content in
emails, such as informative articles, guides, or exclusive offers. Offer incentives like
discounts, free trials, or downloadable resources to entice recipients to take action.
2. Segment Your Email List: Segment the email list based on demographics, interests,
behavior, or engagement level. This allows the companies to send more targeted and
personalized content to each group, increasing the chances of generating leads.
3. Create Compelling CTAs: Use clear and persuasive calls-to-action (CTAs) that
prompt recipients to take the desired action. Make the CTA button visually distinct and
place it prominently in the email.
4. Landing Pages: When promoting offers or lead magnets in the emails, direct recipients
to dedicated landing pages. The landing pages should be designed specifically to
convert visitors into leads, with a clear value proposition and a lead capture form.
5. Optimize Email Design for Conversion: Ensure that the email design is clean,
visually appealing, and optimized for both desktop and mobile devices. Use eye-
catching visuals and concise copy that drives recipients to click on your CTA.
6. Use Forms and Lead Magnets: Incorporate lead capture forms directly within the
emails or on landing pages. Offer lead magnets like eBooks, whitepapers, or webinars
in exchange for contact information, encouraging sign-ups.
7. A/B Testing: Conduct A/B testing to test different email elements, such as subject lines,
CTA buttons, and visuals, to identify what resonates best with the audience and drives
more leads.
8. Personalization and Automation: Utilize personalization and automation to send
timely and relevant emails based on user behavior, such as abandoned cart emails or
personalized product recommendations.
18
SDMCBM V SEM BBA Digital Marketing

9. Engage with Segmented Drip Campaigns: Set up automated drip campaigns based
on user actions or interests. Nurture leads with a series of targeted emails, gradually
moving them through the sales funnel.
10. Track and Analyze: Monitor email performance metrics, including open rates, click-
through rates, conversion rates, and lead capture rates. Analyze the data to identify areas
for improvement and optimize the lead generation efforts.
11. Social Sharing and Referrals: Include social sharing buttons in the emails to
encourage recipients to share the content with their networks. Implement referral
programs to incentivize current leads to refer others.
Lead generation through emails is an ongoing process that requires continuous optimization
and refinement. By providing value, personalizing content, and utilizing effective calls-to-
action, businesses can drive quality leads and nurture them into valuable customers over time.

DEVELOPING STRONG RELATIONSHIPS WITH LEAD NURTURING &

AUTOMATION
1. Segmentation: Divide the leads into different segments based on demographics,
behavior, interests, and other relevant factors. Create tailored content and messaging
for each segment to address their specific needs and pain points.
2. Lead Nurturing Campaigns: Set up automated lead nurturing campaigns using email
marketing automation platforms. Develop a series of emails that provide valuable
content, educational resources, and product information to guide leads through the sales
funnel.
3. Personalization: Use merge tags or dynamic content in the emails to personalize them
based on the lead's name, company, or other relevant information. Leverage data from
previous interactions to provide personalized recommendations and offers.
4. Lead Scoring: Implement lead scoring to assign points to leads based on their actions
and engagement levels. Use lead scoring to identify highly engaged leads who are more
likely to convert and prioritize follow-up efforts.
5. Automated Workflows: Create automated workflows triggered by specific actions or
behaviors, such as website visits, form submissions, or email opens. Automatically send
relevant follow-up emails or move leads to different segments based on their
interactions.

19
SDMCBM V SEM BBA Digital Marketing

6. Drip Campaigns: Develop drip campaigns with a series of timed emails that deliver a
consistent and valuable message to leads over time. Gradually increase the level of
engagement and product information as leads progress through the campaign.
7. Lead Re-Engagement: Implement automated workflows to re-engage leads who have
become inactive or haven't interacted with your emails for a specific period. Offer
incentives, exclusive content, or special promotions to rekindle their interest.
8. Behavioral Triggers: Use behavioral triggers to send personalized emails based on
specific actions, such as abandoned cart reminders or product recommendations based
on browsing history.
9. Social Media Automation: Utilize social media automation tools to schedule and post
content that complements the email campaigns. Engage with leads on social media and
respond to their comments and inquiries.
10. Monitor and Analyze: Regularly monitor the performance of your lead nurturing
campaigns and automation workflows. Analyze the data to identify areas for
improvement and optimize your automation strategy.
OPT-IN LISTS
An opt-in list, also known as a permission-based list, is a collection of email addresses and
contact information of individuals who have explicitly given their consent to receive emails
from a particular sender or organization. In essence, these individuals have "opted in" or
voluntarily subscribed to receive communications from the sender, indicating their interest in
the sender's content, products, or services.
Opt-in lists are a critical aspect of email marketing and are considered a best practice for
building a healthy and engaged email audience. Unlike purchased or unsolicited email lists
(known as "opt-out" lists), opt-in lists adhere to permission-based marketing principles, where
recipients actively choose to receive communication from a specific sender.
There are two main types of opt-in lists:
1. Single Opt-In: In a single opt-in process, a user provides their email address and is
immediately added to the email list without any further verification. This is a simple and
quick way for users to subscribe, but it may lead to a higher risk of fake or mistyped
email addresses being added to the list.
2. Double Opt-In (Confirmed Opt-In): The double opt-in process involves an additional
step after the initial sign-up. After submitting their email address, the user receives a
confirmation email containing a link or code that they must click or enter to confirm
their subscription. Only after this confirmation step is the user officially added to the
20
SDMCBM V SEM BBA Digital Marketing

email list. Double opt-in is a more secure method, as it ensures that the email address
provided is valid and owned by the user.
Benefits of using opt-in lists include:
• Higher engagement: Subscribers are genuinely interested in your content, leading to
higher open and click-through rates.
• Improved deliverability: Email service providers tend to favor emails sent to opt-in lists,
reducing the chances of emails being marked as spam.
• Compliance with anti-spam regulations: By obtaining explicit consent, you adhere to
various data protection laws, such as GDPR (in the EU) and CAN-SPAM Act (in the
US).
• Better audience targeting: Segmentation and personalization become more effective
when you have a willing and engaged audience.
CONTENT MARKETING
Content marketing is a strategic marketing approach that involves creating and distributing
valuable, relevant, and consistent content to attract and engage a target audience. The primary
goal of content marketing is not to directly promote a product or service but rather to provide
useful and informative content that addresses the needs and interests of potential customers.
KEY COMPONENTS OF CONTENT MARKETING
1. Content Creation: This involves producing various types of content, such as blog
posts, articles, videos, infographics, podcasts, social media posts, and more.
2. Audience Research: Understanding the target audience's preferences, pain points, and
interests is crucial for creating content that resonates with them.
3. Content Distribution: Promoting and sharing the content across various platforms and
channels to reach the intended audience effectively.
4. Search Engine Optimization (SEO): Optimizing content for search engines to
improve its visibility in organic search results.
5. Engagement and Interaction: Encouraging audience interaction through comments,
shares, likes, and subscriptions, fostering a sense of community around the content.
6. Lead Generation and Conversion: Content marketing aims to attract potential
customers and move them through the sales funnel, eventually converting them into
paying customers.
7. Performance Measurement: Analyzing the effectiveness of content marketing efforts
through metrics like website traffic, engagement, conversion rates, and customer
retention.
21
SDMCBM V SEM BBA Digital Marketing

GENERATING CONTENT IDEAS

Generating content ideas is a crucial aspect of content marketing. Having a steady stream of
creative and engaging ideas ensures that the content remains fresh and appealing to the
audience. Here are some strategies to help generate content ideas:
1. Audience Research: Start by understanding your target audience's needs, interests, and
pain points. Use surveys, social media listening, and analytics to gather insights into
the topics and issues that matter most to them.
2. Keyword Research: Utilize keyword research tools to identify popular and relevant
search queries related to your industry. This will help to create content that aligns with
what people are actively searching for.
3. Stay Updated with Trends: Keep an eye on industry trends, news, and current events.
Timely content that addresses trending topics can attract more attention and
engagement.
4. Repurpose Content: Look back at the previously successful content and consider
repurposing it into different formats. For example, you can turn a blog post into a video,
infographic, or podcast.
5. Address Frequently Asked Questions: Take note of the questions that customers or
audience frequently ask. Create content that provides detailed answers or solutions to
these queries.
6. Competitor Analysis: Check out what your competitors are doing in terms of content
marketing. While you shouldn't copy their ideas, analyzing their content can inspire
new angles or topics for your own content.
7. Leverage Social-Media: Pay attention to discussions and comments on social media
platforms. Look for common themes or questions that arise in your niche or industry.
8. Create How-To Guides: How-to guides, tutorials, and step-by-step content are popular
because they provide practical value to your audience.
9. Interview Experts: Conduct interviews with industry experts or thought leaders. This
adds credibility to the content and offers unique insights to your audience.
10. User-Generated Content: Encourage the audience to contribute to your content by
running contests, soliciting stories, or featuring customer testimonials.
11. Seasonal and Holiday Themes: Tailor the content around relevant holidays, seasons,
or special events. This can include festive promotions, themed blog posts, or holiday-
related content.

22
SDMCBM V SEM BBA Digital Marketing

12. Address Controversial Topics: Tackle controversial or debatable subjects related to

your industry while remaining respectful and balanced in your approach.
13. Infographics and Visual Content: Visual content, such as infographics, charts, and
illustrations, can present complex information in a visually appealing and shareable
format.
14. Storytelling: Share inspiring and relatable stories that resonate with the audience. This
can help build an emotional connection and foster engagement.
15. Create a Content Calendar: Plan the content in advance using a content calendar. This
ensures a consistent flow of ideas and helps you stay organized with the content
marketing efforts.

PLANNING A LONG-TERM CONTENT STRATEGY

1. Define Your Objectives: Start by identifying the overall business objectives. What
does the company aims to achieve with the content marketing efforts? Common goals
include increasing brand awareness, generating leads, driving website traffic,
improving customer retention, or establishing thought leadership.
2. Understand Your Target Audience: Conduct in-depth audience research to understand
the target audience's preferences, interests, pain points, and behavior. This knowledge
will help to create content that resonates with them and addresses their specific needs.
3. Set Key Performance Indicators (KPIs): Determine the metrics that will be used to
measure the success of the content marketing strategy. KPIs may include website traffic,
conversion rates, social media engagement, email subscriber growth, and more.
4. Content Audit: Evaluate the existing content to identify what has performed well and
what needs improvement. This audit helps you understand what types of content have
resonated with the audience in the past.
5. Content Ideation and Planning: Develop a list of content ideas based on the
audience's interests and pain points. Map out topics for the coming months, considering
seasonal trends, industry events, and relevant holidays. Use a content calendar to
organize and schedule the content creation and publishing.
6. Content Types and Formats: Diversify the content types to keep the strategy engaging
and dynamic. Consider using blog posts, videos, infographics, podcasts, webinars, e-
books, and interactive content to cater to different preferences.

23
SDMCBM V SEM BBA Digital Marketing

7. SEO Strategy: Incorporate search engine optimization (SEO) techniques into content
planning. Research relevant keywords, optimize meta tags, and ensure that content
aligns with search intent to improve its visibility in search engine results.
8. Content Promotion and Distribution: Plan hoe to promote and distribute the content.
Utilize various channels such as social media, email marketing, influencer partnerships,
and guest posting to reach a broader audience.
9. Consistency and Quality: Commit to a consistent publishing schedule and ensure that
the quality of your content remains high. Consistency builds trust with the audience,
while quality content establishes the brand as a reliable source of information.
10. Monitor and Measure: Regularly track the performance of the content using the KPIs
set earlier. Analyze data to understand what works and what needs improvement. Use
insights to refine the content strategy continually.
11. Adapt and Evolve: Be open to adapting long-term content strategy based on audience
feedback, market trends, and changes in the business goals. Flexibility is crucial in a
dynamic digital landscape.
12. Content Lifecycle: Consider the lifespan of the content. Some content may have
evergreen value and can be promoted and reused over time, while others may be time-
sensitive and require updates or retirement.
13. Team Collaboration: If there’s a team, ensure effective communication and
collaboration between content creators, designers, SEO experts, and marketing
strategists to execute the long-term content plan successfully.

CONTENT CREATION FRAMEWORK

24
SDMCBM V SEM BBA Digital Marketing

REPURPSING CONTENT
Repurposing content is a valuable strategy to extend its lifespan and reach a broader
audience. By presenting the same core information in different formats, you can cater to
various learning styles and preferences.

EXTENDING VALUE OF CONTENT THROUGH REPURPOSING

1. Create Different Formats: Convert blog posts into other formats such as videos,
podcasts, infographics, or slide decks. Each format appeals to different audiences and
can be shared on various platforms.
2. Update and Refresh: Periodically update evergreen content to keep it relevant and
accurate. Add new information, statistics, or case studies to breathe new life into the
content.
3. Combine Related Content: Consolidate several related blog posts or articles into
comprehensive guides or e-books. This adds value for readers who prefer
comprehensive resources.
4. Divide Long-Form Content: On the flip side, break down extensive content pieces
into smaller, more digestible parts. Turn a lengthy guide into a series of blog posts or
short videos.
5. Create Social Media Snippets: Extract key points or quotes from the content and turn
them into social media posts. Use visuals to make these snippets more shareable and
eye-catching.
6. Turn Data into Infographics: If the content includes data or statistics, transform them
into visually appealing infographics. Infographics are highly shareable and can attract
a wider audience.
7. Transform Video Content: Transcribe video content into blog posts or create podcast
episodes from video interviews or presentations. This helps reach audiences who prefer
written or audio formats.
8. Host Webinars or Live Sessions: Use existing content as a foundation for hosting live
webinars or Q&A sessions. This allows for direct engagement with the audience and
creates a sense of community.
9. Guest Posts and Syndication: Repurpose the content by adapting it for guest posts on
other websites or syndicating it on content platforms. This expands the reach and
exposes the content to new audiences.

25
SDMCBM V SEM BBA Digital Marketing

10. Use Quotes in Visuals: Convert impactful quotes from the content into shareable
images for social media platforms like Instagram or Pinterest.
11. Translate into Different Languages: If the company has an international audience, it
must consider translating the content into different languages to reach a wider
demographic.
12. Create Email Series: Transform long-form content into an email series. This can be an
effective way to nurture leads and keep your audience engaged over time.
13. Compile Case Studies: If there are multiple case studies available, compile them into
a single comprehensive report that showcases the effectiveness of the products or
services.
14. Create Podcast Episodes: Use blog content as inspiration for podcast episodes. Dive
deeper into the topics, offer additional insights, and invite guest speakers for discussion.

MEASURING AND ANALYZING CONTENT

1. Define Key Performance Indicators (KPIs): Identify the specific metrics that align
with the content marketing goals. Common KPIs include website traffic, time on page,
bounce rate, conversion rate, social media engagement, email click-through rate, and
lead generation.
2. Use Web Analytics Tools: Implement web analytics tools like Google Analytics to
track and measure various content-related metrics. These tools provide valuable
insights into the audience's behavior and content performance.
3. Track Website Traffic: Monitor the overall traffic to the website and identify which
content pieces attract the most visitors. Analyze referral sources, such as search engines,
social media, and external websites, to understand where the traffic is coming from.
4. Engagement Metrics: Analyze metrics like time on page, bounce rate, and scroll depth
to gauge how engaged the audience is with the content. Higher engagement indicates
that the content is resonating well with the audience.
5. Conversion Tracking: Set up conversion tracking to measure the number of visitors
who take desired actions after consuming your content, such as subscribing to the
newsletter or making a purchase.
6. Social Media Analytics: Use the analytics provided by social media platforms to assess
the performance of the content on each platform. Track metrics like likes, shares,
comments, and click-through rates.

26
SDMCBM V SEM BBA Digital Marketing

7. Email Marketing Metrics: For content distributed via email, track open rates, click-
through rates, and conversion rates to understand how the audience responds to the
email content.
8. A/B Testing: Conduct A/B tests on different elements of the content, such as headlines,
visuals, and calls-to-action, to determine which variations perform better.
9. Content Performance over Time: Analyze how the content performs over time. Check
for trends, seasonal patterns, and identify evergreen content that continues to attract
traffic long after its publication.
10. Content Attribution: Determine the impact of the content on lead generation and
conversion by tracking which content pieces lead to specific actions in your sales
funnel.
11. Audience Insights: Use data to gain insights into the audience's preferences and
behavior. This will help to create more targeted and relevant content in the future.
12. Competitor Analysis: Compare the content performance with that of the competitors
to identify strengths and areas for improvement in the content strategy.
13. Content ROI: Assess the return on investment (ROI) of the content marketing efforts
by comparing the cost of content creation and promotion to the value generated, such
as leads or sales.
14. Iterative Improvement: Continuously use the insights from the analytics to refine the
content strategy. Experiment with different content types, formats, and distribution
channels based on the data collected.
15. Periodic Reporting: Create regular reports to summarize the content performance and
share them with relevant stakeholders in your organization. Use these reports to
demonstrate the impact of content marketing on the overall business goals.

Steps in content marketing/ Process

1. Generating Content Ideas
• Start by understanding your target audience's needs, interests, and pain points.
• Use tools like keyword research, social listening, and surveys to gather insights.
Brainstorm a list of content ideas that address these needs and align with your business
goals.
2. Planning for Long-Term Content Strategy
o Define your content marketing goals and objectives.
o Develop a content calendar outlining what content you'll create and when.
27
SDMCBM V SEM BBA Digital Marketing

o Consider the buyer's journey and create content for each stage (awareness,
consideration, decision).
o Plan for both evergreen content (timeless) and topical content (current trends).
3. Building Content Creation Framework
• Assemble a team or assign responsibilities for content creation.
• Establish content guidelines, style, and tone.
• Develop a workflow that includes content creation, editing, and approval processes.
• Invest in necessary tools and resources for content production (e.g., CMS, graphic
design software).
4. Becoming an Effective Writer:
• Hone your writing skills by practicing regularly.
• Study the principles of effective copywriting, storytelling, and persuasion.
• Edit and proofread your content to ensure clarity and correctness.
• Use feedback and analytics to improve your writing over time.
5. Extending the Value of Your Content through Repurposing:
• Identify high-performing content that can be repurposed.
Repackage content into different formats (e.g., blog post into a video or
infographic).
• Share content across multiple channels to reach a broader audience.
• Update and refresh older content to keep it relevant.
6. How to Promote Content:
• Share content on your website, blog, and social media platforms.
• Email marketing: Send newsletters to your subscribers.
Collaborate with influencers or partners to amplify your content.
Invest in paid advertising and content distribution strategies.
• Engage in community forums and discussions related to your content.
7. Measuring and Analyzing Content:
• Set key performance indicators (KPIs) to measure the success of your content.
• Use analytics tools to track metrics like website traffic, engagement, conversion
rates, and ROI.
• Regularly review your content's performance and adjust your strategy
accordingly.
• A/B test different elements of your content to optimize for better results.
• Use feedback from your audience to refine your content strategy
28