LAB
MANUAL
CCW332-
Digital Marketing
List of Experiments
Experiment Name of Experiment
Number
1 Digital Marketing Implementation in Business Scenario
2 Create the Digital Marketing Webpage
3 Conducting the Search Engine Optimization and Search Engine Marketing
4 Using Google Analytics to analyze website performance
5 Creating Promotional banner through Canva
6 Facebook Promotion using banners
7 Creating YouTube Channel for Marketing
8 Twitter Marketing
9 Instagram Marketing
10 Email Marketing
Additional 11 Digital Marketing Final Analysis and Report
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EX NO: 01 Digital Marketing Implementation in Business Scenario
AIM:
To create a Digital Marketing Implementation in Business Scenario
PROCEDURE:
1. Open the websites of Amazon, Flipkart, Snapdeal.
2. Do a comparative analysis of their product offerings
3. Do a comparative analysis of their landing pages
4. Do a comparative analysis of their call to action (CTA)
5. Do a comparative analysis of website loading and website navigation
6. Find the rankings of Amazon, Flipkart, Snapdeal using Alexa.com
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USES OF DIGITAL MARKETING TOOLS:
“Digital Marketing is the marketing of products or services using digital technologies on the Internet,
including through mobile phones Apps, using display advertising, and any other digital mediums”
--- Damian Ryan and Calvin Jones
Digital Marketing Uses
Although SEO (Search Engine Optimization), PPC (Pay Per Click) and Web based Marketing still
accounts for a major chunk of activities, other areas like CRO (Conversion Rate Optimization), Video
Content Creation, App based marketing and Blog based marketing are fast catching up.
Figure- 1: Use of Digital Marketing Tools
It is now well accepted that Digital Marketing has become a key component of business strategy for all
organizations, big or small. Digital Marketing is playing a key role in E-Commerce Companies as well as
brick-and-mortar companies. However, the challenge now is to know the correct strategies that will drive
maximum returns with minimum investments. The first phase of Digital Marketing has seen companies
adopting strategies like SEO (Search Engine Optimization), SEM (Search Engine marketing), SMM
(Social Media Marketing) and E-Mail Marketing. The main platforms being used were Google, Facebook,
Youtube and Twitter.
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OUTPUT:
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EX NO: 02 Create the Digital Marketing Webpage
AIM: To create the Digital Marketing Webpage.
PROCEDURE:
1. Go to GoDaddy and analyze the different kind of domain names offered there.
2. Go to GoDaddy and analyze the different kind of hosting options offered there.
3. Go to Wix.com and create a promotional web page in a shared hosting service.
4. Go to GoDaddy and analyze the different kind of domain names offered there.
5. Go to GoDaddy and analyze the different kind of hosting options offered there.
6. Go to Wix.com and create a promotional web page in a shared hosting service.
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COMPONENTS:
For Digital Marketing or E-Commerce, a Website is the virtual store from where the
commercial transaction of buying and selling takes place. The Website gives information about the
products and services; the price tag associated with various products and services and provides a
mechanism to acquire the products and services through electronic exchange of money. A webstore
created for E-Commerce needs to have the following components:
1 Home Page that contains information about products and services
2 About Page that contains detailed description about the company
3 Contact Us Page where the Contact Number, Fax Number, Email, Twitter and Facebook
contact details all are given.
4 Payment Gateway to make payments through Debit Card or Credit Cards.
5 SSL (Secure Socket Layer) Certificate SSL Certificates provide secure, encrypted
communications between a website and an internet browser.
Like people differ from each other, a webstore layout can also differ according to the need
of target users and creativity of the web designer. However, a content heavy website with rich
graphics will take a long time in loading. A simple website might not be able to catch the attention.
This where the rules of optimization becomes important to create a website that is pleasing to the
eye and also loads faster than the average ones.
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OUTPUT:
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EX NO: 03 Conducting the Search Engine Optimization and Search Engine
Marketing
AIM:
To do the Search Engine Optimization, the basic task is to insert keywords in the Website.
The right keywords can be determined by using a tool called Keyword Planner which is a free tool
offered by Google.
PROCEDURE:
The students are expected to perform the following tasks to create the promotional web page
Step 1: Go To Google Adwords Keyword Planner.
Step 2: Find Your Topic
Step 3: Get Keyword Ideas
Sort by Competition: Click the “competition” header at the top of the suggested keywords
twice to sort by lowest to highest competition. While these terms will probably have lower
search volume, you‟ll have less competition to beat for top spots.
Enter Negative Keywords: Near the top left you‟ll see “Negative Keywords” in bold. Enter any
irrelevant terms here to eliminate them from results.Use Keyword Options: Refine your results using
the “Keyword options” box in the lower left. Click “Only show ideas closely related to my search
terms” to eliminate some off-topic keywords. This works better when you start with a longer list of
keywords.
Include Select Keywords: Towards the bottom left, use the “Keywords to include” box to refine
your search by specific terms. For example, if you‟re only interested in purchase-related
Keywords, you might enter “buy,” “prices,” and “for sale.” Any results that don‟t contain at least
one of the keywords you specify will disappear from the list.
Use Locations: At the top left, you‟ll see “All locations.” Here you can enter a country, state, or
city to show only results from users in that area. If you‟re only interested in customers close to
your store, this will be especially helpful. Keep in mind that limiting the pool of results to a
small area might also eliminate some niche, long-tail keywords.
Step 4: Pick the Perfect Keyword
Step 5: Incorporate the Keywords in your website at Wix.com
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OUTPUT:
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EX NO: 04 Using Google Analytics to analyze website performance
AIM:
To use Google analytics to analyze website performance.
PROCEDURE:
1. Set up the account and property
Once you have a Google account, you can go to Google Analytics and click the Sign into Google
Analytics button. You will then be greeted with the three steps you must take to set up Google Analytics.
After you click the Sign Up button, you will fill out information for your website.
2. Install tracking code in the website at Wix.com
Once you are finished, you will click the Get Tracking ID button. You will get a popup of the
Google Analytics terms and conditions, which you have to agree to. Then you will get your Google
Analytics code.
3. Generate reports through Google Analytics
After you install your tracking code on your website, start track several metrics on real time basis like:
Unique Visitors
Unique Visitors is the number of unduplicated (counted only once) visitors to a particular website over
the course of a specified time period. Unique Visitors comprise of users that have had at least one session
within the selected date range.
Sessions
A session is defined as a group of interactions one user takes within a given time frame on the website.
An user may do tasks like browsing pages, downloading resources and purchasing products during a
session.
Page Views
Page Views is the number of times a Page was viewed. Each time a user visits a Web page, it is called a
page view. Page views, also written "PageViews," are tracked by website monitoring applications to
record a website's traffic. The more page views a website has,the more traffic it is receiving.
Landing Page
A page intended to identify the beginning of the user experience resulting from a defined marketing
effort.
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Exit Page:
The last page on a site accessed during a visit, signifying the end of a visit/session.
Click-Through-Rate (CTR)
Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who
view a page, email, or advertisement. It is commonly used to measure the success of an online
advertising campaign for a particular website
Bounce Rate and Exit Rate
Bounce rate is the percentage of users who leave your website from the landing page itself. Bounce
Rate is the Percentage that Were the only one of the session. Bounce Rate for a page is based only on
sessions that start with that page.
Exit rate is the percentage of visitors who leave your website from a specific page. This has to be beyond
the landing or home page, and every page on your website has its own exit rate.
Conversion
Conversion is the completion of a targeted activity. Examples of conversions are a visitor buying a
product from the webstore, or filling up a form or downloading a product guide. Using Google Analytics,
we can get reports on conversion by keyword, by landing page from organic search, by search engine,
conversion by website and referring URL.
Acquisition
The Acquisition Report in Web Analytics tells us where the visitors originated from, such as search
engines, social networks or website referrals.
4. Generate the Google Analytics Report using the above mentioned parameters.
5. Comment upon the performance of your website at Wix.com using the Google Analytics Report.
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OUTPUT:
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EX NO: 05 Creating Promotional banner through Canva
AIM: To create a promotional banner through the canva.
Canva is a simplified graphic-design tool, founded in 2012. It uses a drag-and-drop format and provides access
to photographs, vector images, graphics, and fonts. It is used by non-designers as well as professionals. The
tools can be used for both web and print media design
PROCEDURE:
1. Go to Canva.com
2. Create a new Canva account to get started with your banner.
3. Choose from the library, hundreds of professionally designed templates.
4. Upload your own photos or choose from over 1 million stock images.
5. Fix your pictures, add stunning filters and edit text.
6. Save and share.
7. Create a series of banners with different themes with Canva to promote your product.
8. You have to incorporate the banners in your website and also use them for Facebook, Instagram
and Twitter Marketing
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OUTPUT
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EX NO: 06 Facebook Promotion using banners
AIM: To create Facebook promotion using banners.
Facebook is a social networking website that allows registered users to create profiles, upload photos and
video, send messages and keep in touch with friends, family and colleagues. The main features of
Facebook are News Feed and Facebook Messenger.
Facebook Ad is an advertisement created by a business on Facebook that‟s served up to Facebook users
based on user activity, demographic information, device use information, advertising and marketing
partner-supplied information, and off-Facebook activity. Facebook Ad can be created by Ad Manager.
You can choose the audience and goal and allocate a budget. The Ad can be in the form of an image,
canvas, video, slideshow, collection or carousel. The Ad can be displayed in Facebook Page, Instagram,
Messenger and Facebook Audience Network.
A Facebook Event is a calendar-based resource which can be used to notify users of upcoming
occasions. Events can be created by anyone, and can be open to anyone or private. The creator can invite
his friends, members of a group, or fans of a page. Facebook events are a great way to spread the word on
upcoming events or occasions, since they are able to reach thousands of people in a short amount of time.
PROCEDURE:
1. Go to facebook.com/pages/create.
Click to choose a Page type.
Fill out the required information.
2. Choose a great username.
3. Give the key details in the about section.
4. Provide as many details as possible in the full about description.
5. Capture attention with a fantastic cover photo visual.
6. Choose an appropriate profile photo.
7. Ask your Facebook friends to like your Facebook Page.
8. Promote your Facebook Page.
9. Link your Facebook Page with your Webpage in Wix.com
10. Use Facebook Insights to analyze the impact of your facebook campaign
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OUTPUT:
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EX NO: 07 Creating YouTube Channel
AIM: To create a YouTube channel.
YouTube helps in digital marketing in the following ways:
1. To create a Video Campaign.
2. To connect with the target audience.
3. You can use AdWords conversion tracking to track and convert the number of people who click on a
video ad.
PROCEDURE:
1. Sign into YouTube and click on the user icon at the top right of the screen.
2. Click on the gear icon to get to your account‟s YouTube Settings.
3. Click on Create a new channel.
4. Then choose “Use a business or other name”.
5. Add your Brand name and click create.
6. Fill in the about section.
7. Upload the video shot with mobile phone.
8. Promote the YouTube Video in Social Media
9. Measure the impact of your YouTube Marketing Campaign with YouTube Analytics
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OUTPUT:
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EX NO: 08 Twitter Marketing
AIM: To Create a Twitter Profile.
PROCEURE:
1. Create compelling content to Tweet
Compelling content will help you attract new followers and keep them engaged over time. There‟s no
right or wrong number of times you should Tweet each day, or when. Instead, focus on creating a regular
flow of content that‟s relevant to your target audience and authentic to your business.Adding a bold
image, video, or GIF to your Tweets adds a touch of personality, and leads to higher Tweet engagement
rates. In fact, people are three times more likely to engage with Tweets that contain videos and photos.
Twitter allows you to attach up to four photos to a single Tweet.
2. Create a Tweeting Strategy/Schedule
Similar to planning for digital marketing, you should also have a set posting schedule for your Twitter
account. Your Tweeting schedule should detail what and when you plan on Tweeting. Your strategy
should outline things like when you‟re going to Tweet links to your new posts and other updates.
3. Make Tweets Conversational
The way that a lot of brands tweet is very one dimensional . Their Tweets are essentially just broadcasts,
which is not what Twitter is about as we mentioned earlier. Your Tweets shouldn‟t consist of only
headlines with a link, inspirational quotes or funny statements. They should open the door for
communication and conversation.
4. Use Twitter Video
Twitter might not be the first platform you think of when it comes to video marketing, but it‟s not
something you should overlook. Twitter gives you a couple of options for using videos. Periscope
integrates into the Twitter so your live streams show up in your followers‟ Twitter feeds.
5. Connect with existing and potential customers
People love to talk to businesses directly on Twitter. The brand manager should be responsive to any
questions, comments, and criticisms that come through tweets. To avoid long exchanges, switch to Direct
Messages to resolve any complex issues. You can also include a deep link in a Tweet that displays a
„Send a private message‟ call-to-action button to enable customers to send you a Direct Message.
Hashtags are a powerful tool that allows you to expand your reach and tap into relevant conversations.
Retweeting relevant content and replying to Tweets are great ways to maintain a robust Twitter presence.
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OUTPUT:
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EX NO: 09 Instagram Marketing
AIM: To create and understand the Instagram Marketing.
Instagram was created by Kevin Systrom and Mike Krieger, and launched in October 2010.
Today, over five million businesses use Instagram to tell their stories visually, connect with
their fans, and build their brand Instagram was acquired by Facebook in April 2012 for
approximately $1 billion in cash and stock.
Instagram allows users to upload photographs and short videos, follow other
users' feeds, and geotag images with the name of a location.
PROCEDURE :
1. Create an Instagram Account.
2. Post the Banner Ad in Instagram.
3. Use filters to make the
banner more attractive.
4. Write compelling captions
5. Use the right hashtags.
6. Run the Instagram Campaign.
7. Measure the success with
the Instagram Analytics.
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OUTPUT :
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EX No: 10 Email Marketing
AIM: To create the Email Marketing.
PROCEDURE:
1. Choose Mailchimp as the E-Mail Marketing Platform
2. Build your contact list in MailChimp
3. Create a Campaign and build an Email
4. Create the Header of Email Campaign
5. Create the body of E-mail
6. Enable Auto Responder
7. Enable Tracking
8. Conduct A/B Testing of Emails
9. Start the E-Mail Marketing Campaign
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Email Marketing Strategy
Email Marketing is the most maligned, yet the most economical mode of marketing to the masses. You
also get a wider geographic reach through email marketing. You can buy customized databases of your
target groups and offer them your products and services using attractive templates. Of all the content
marketing strategies, email marketing has the greatest potential for revenue and growth.
Email marketing is incredibly effective. In fact, companies that use it generate twice as many
leads compared to companies that don‟t. Email newsletters and email marketing campaigns are a very
effective way to stay in touch with your customers, prospects, associates, and other contacts.
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OUTPUT:
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Ex No: 11 Digital Marketing Final Analysis and Report
AIM: To create a Digital Marketing final analysis and report.
PROCEDURE:
1. Analyze the change in ranking of your Web Promotion Page
2. Analyze the performance of your Facebook and Instagram Page
3. Analyze the performance of your YouTube Video
4. Analyse the impact of your Twitter Campaign
5. Analyse the impact of your E-Mail Campaign
6. Create a comprehensive digital marketing strategy to reach out to your targeted customers in an
effective manner.
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OUTPUT :
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