COURSE NAME: Essentials of Digital Marketing SEM: 4

COURSE CODE: 4341601

Unit: 1 Introduction to Digital Marketing

Course Outcome 1: Explain the role of digital marketing in the rapidly changing

digital landscape .

Theory:

1.1 Concept of Digital Marketing

1.2 Evolution of Digital Marketing

1.3 Digital Marketing Strategy:

• P.O.E.M. Framework

1.4 Skills required in Digital Marketing

1.5 Digital Marketing Plan

1.6 Digital Advertising market in India

1.7 Dignified Digital Marketing: Ethics and Data privacy

1.1 Concept of Digital Marketing

What is Digital Marketing?

• The component of marketing that utilizes internet and online-based digital

technologies to promote products and services is called digital marketing.

• Digital marketing, also called online marketing, is the promotion of brands to

connect with potential customers using the internet and other forms of

digital communication. This includes not only email, social media, and web-

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Prepared by: Bhavini Satish Patel
COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

based advertising, but also text and multimedia messages as a marketing

channel.

❖ Differences between Traditional Marketing and Digital

Marketing:
Sr.No Traditional Marketing Digital Marketing
1 The promotion of products and The promotion of products and
services through TV, Telephone, services through digital media or
Banner, Broadcast, Door to electronic mediums like SEO,
Door, Sponsorship, etc. sem, PPC, etc.
2 Traditional Marketing is not cost- Digital Marketing is more cost-
effective. effective-promoting.
3 It is not so good for Brand It is efficient and fast for brand
building. building
4 Traditional Marketing is difficult Digital Marketing is easy to
to Measure. Measure with the help of
analytics tools.
5 It is difficult to quantify the return It is simple to calculate in the
on investment in traditional case of digital marketing.
marketing.
6 After the posting of the Even after the posting of an
advertisement, it cannot be advertisement, it can be
altered. amended
7 Traditional Marketing includes. Digital Marketing includes..

✓ T.V. advertisement ✓ Search engine

✓ Radio. optimization (SEO)
✓ Banner Ads. ✓ Pay-per-click advertising
✓ Broadcast. (PPC)
✓ Sponsorship. ✓ Web design.
✓ print Ads. ✓ Content marketing.
✓ Social media marketing.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

✓ Email marketing.
8 Users have no option except to Users can even skip the ads if
watch the ads. they lack interest.
9 The traditional type of marketing The digital type of marketing has
has local reach. carried a global reach.
10 One-way communication Two-way communication occurs
occurs in traditional marketing that leads to more customer
because of its rigid means to satisfaction.
carry out the process of
marketing.

❖ Digital Marketing Concepts:

• Following are the digital marketing concepts or strategies.

1. Search Engine Optimization (SEO)
2. Email Marketing
3. Content Marketing
4. Social media marketing
5. Pay-Per-Click (PPC) Advertising
6. Mobile Marketing
Search Engine Optimization (SEO):
• SEO stands for “search engine optimization.”
• SEO, is technically a marketing tool.
• It is also called "an art and a science."
• SEO is a science because it requires you to research and weigh different
contributing factors to achieve the highest possible ranking on a search
engine results page (SERP).
• The most important elements to consider when optimizing a web page
for search engines include:
✓ Quality and uniqueness of content
✓ Optimization of key elements for the targeted keyword (URL, title tag, H1,
sub headlines)

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

✓ Level of user engagement (time on page, bounce rate)

✓ Number and quality of backlinks
✓ Internal linking
Understanding Purpose:
What is Backlinks?
• A backlink is a link from another website to a page on your website.
• Backlinks are also known as inbound links because they represent traffic
from other websites coming to your site.
What is Internal Linking?
•Internal linking is the practice of creating hyperlinks that connect one page
on a website to another page on the same website.
• Internal linking helps users navigate the site and find content, and it's a
fundamental part of Search Engine Optimization (SEO)
Email Marketing:
• 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 help make your customers aware of your latest items or offers by
integrating it into your marketing automation efforts.
Content Marketing:
• The quality of your content is a key component of an optimized page.
• Content marketing is a marketing strategy used to attract, engage, and
retain an audience by creating and sharing relevant articles, videos,
podcasts, and other media.
• Examples:
•blogs, newsletters, white papers, social media posts, emails, videos.
Understanding Purpose:
What Is a White Paper?
• A white paper is an informational document issued by a company or not-for-
profit organization to promote or highlight the features of a solution, product,
or service that it offers or plans to offer.
Social media marketing:

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Prepared by: Bhavini Satish Patel
COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

•Social media marketing(SMM) (also known as digital marketing and e-

marketing) is the use of social media—the platforms on which users build
social networks and share information—to build a company's brand,
increase sales, and drive website traffic.
• The most popular digital platforms for social media marketing are
Facebook, X (Twitter), and Instagram, LinkedIn and YouTube.
Pay-Per-Click (PPC) Advertising:

• PPC stands for pay-per-click.

• Where the advertiser pay a fee every time someone clicks on his/her digital

ads.

• One of the most common types of PPC is search engine advertising, and

because Google is the most popular search engine.

• PPC ads are then placed at the top of search engine result pages based on

the factors above whenever a person searches for a specific query.

• Each PPC campaign has 1 or more target actions that viewers are meant to

complete after clicking an ad. These actions are known as conversions, and

they can be transactional or non-transactional.

• Making a purchase is a conversion.

• When PPC is working correctly, the fee is trivial because the click is worth

more than what you pay for it. For example, if you pay $3 for a click, but the

click results in a $300 sale, then you’ve made a high profit.

• PPC ads come in different shapes and sizes (literally), and can be made up

of text, images, videos, or a combination. They can appear on search

engines, websites, social media platforms, and more.

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Prepared by: Bhavini Satish Patel
COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

Mobile Marketing:

• Mobile marketing is any advertising activity that promotes products and

services to a target audience via mobile devices, such as tablets and

smartphones.

• It makes use of features of modern mobile technology, including location

services, to tailor marketing campaigns based on an individual's location.

• Mobile marketing may include promotions sent through SMS text

messaging, MMS multimedia messaging, through downloaded apps using

push notifications, through in-app or in-game marketing, through mobile

websites, or by using a mobile device to scan QR codes.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

1.2 Evolution of Digital Marketing

Evolution of Digital Marketing 1990- 2020.

1. The term Digital Marketing was first used in the 1990s.

• The term Digital Marketing was first used for the launch of “Archie” the

first search engine.

• The digital age took off with the coming of the internet and the development

of the Web 1.0 platform. The Web 1.0 platform allowed users to find the

information they wanted but did not allow them to share this information

over the web.

2. First clickable web – ad banner was introduced in 1993.

3. First e- commerce transaction was done with launch of yahoo! In 1994.

• Also known as "Jerry's Guide to the World Wide Web" after its founder

Jerry Yang, Yahoo received close to 1 million hits within the first year.

4. Launch of smaller search engine like HotBot, Look Smart, & Alexa in

1996.

5. Launch of first social media site, sixdegrees.com in 1997.

6. Birth of Google, Microsoft launched MSN, Yahoo! Launched Yahoo! Web

search in 1998.

7. Internet bubble bursts, smaller search engine wiped out in 2000.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

8. First mobile marketing company(Universal Music) launched Pinterest in

2001.

9. Linkedin was launched in 2002.

10. Wordpress & Myspace was released in 2003.

11. Facebook & Gmail was live , Google went public in 2004.

12. YouTube launch in 2005.

13. Microsoft launches MS live search, Twitter launches split testing in

marketing 2006.

14. Launch of iPhone & Tumblr web streaming services Hulu & Netflix in 2007.

15. Spotify & Google Chrome launches in 2008.

16. Google launch instant for real time search engine result in 2009.

17. Launch of Google Buzz, WhatsApp & Instagram in 2010.

18. Launch of Google+, Google Panda, Facebook Messager, Snapchat in

2011 .

19. Launch of Telegram in 2013.

20. Facebook acquired WhatsApp in 2014.

21. Lauch of Tik Tok in 2016.

22. A Swiss contact app uses Google/ Apple first contact tracking app for

COVID-19 in 2020.

1.3 Digital Marketing Strategy:

• Digital Marketing Strategy determines your overall business goals,

your customers’ goals, and how you plan to achieve both.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

• A digital marketing strategy is a plan for using channels to grow your

visibility online. It should look at factors such as your target audience,
strengths and weaknesses, and competitors.

• Elements of Creating Effective Digital Strategy

1. Understand your customer
2. Audit & Assess
3. Focus on the End Result
4. Review and Refine
1. Understand your customer
• Digital marketing strategy will not be effective if you don't have a clear
understanding of who buys your product, why they buy it, and
where they buy it.
• Use data and demographics to create a strong profile of your
audience.
• (demographics = age, gender, income, education level, occupation,
family status, and geographic location)
2. Audit & Assess
• To create an effective strategy, it’s important to know the digital
marketing channels and assets you currently use and have.
• Therefore you should conduct a full channel and content audit to get a
full picture of your marketing activities (across owned, paid, and
earned media).
• if your key goal is to drive revenue, look at each channel and asset
(you may just want to look at the top performers if you have a lot of
content) and map it to revenue.
• Doing this will help you understand what is currently driving revenue
and explore new content pieces or channels for any further impact.
4. Review and Refine

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

• When you develop your strategy, it's essential to include Key

performance indicators (KPIs) that fit with crucial business goals.
• You need to have a plan in place to understand your goals and
objectives and then monitor the metrics to get insights about the KPIs
that matter.
• The digital marketing strategies you use will depend on the needs
and goals of your business
• for example, to grow leads or build brand awareness
• Content Marketing
• Social Media Marketing
• SEO
• Paid Advertising
• Influencer Marketing
• Email Marketing.
Content Marketing

• content marketing has several goals. You may use it to:

• Increase brand awareness
• Improve brand loyalty
• Educate your target audience
• Convert and nurture leads.
P.O.E.M. Framework
• The POEM framework is a marketing methodology used by digital
marketing experts to formulate the social media marketing strategy.

• POEM stands for Paid, Owned, and Earned Media

• The frameworks help companies improve their marketing strategies and

achieve goals and targets.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

• Paid Media

• The first element of the POEM framework is "Paid Media", which is the most
common type of marketing channel.
• Paid Media represents sponsored or paid ads that organizations run on
various communication platforms.
• Online/Digital examples of paid media
• Paid media can come in many different forms. Some common examples of
paid media include.
✓ Facebook ads
✓ Google search ads
✓ Display ads
✓ Sponsored influencer posts
• Offline/Non-digital, paid media examples include newspaper, radio, and
magazine ads.
• Paid media is any media where you pay to get exposure or access to an
audience that you may not have an existing relationship with, i.e.,
“strangers”.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

• Benefits of paid media

✓ Its ability to target specific users with a specific message.
• Platforms like Facebook and Google have billions of data points that they’ve
collected that will help you reach a specific audience. These companies
offer you the opportunity to advertise to the exact demographic or
psychographic group that you’re interested in.
• Influencer marketing also allows you to reach a specific audience. For
example, if you want to target people interested in yoga, you’d work with a
yoga influencer. This influencer would have an engaged audience of yoga
that you want to reach.
• Drawbacks of paid media
✓ One of the main drawbacks of paid media is just that. It’s paid. This means
that you’ll always have to spend money to get your message out there.
✓ Another potential drawback of paid media is ad blindness. Ad blindness
occurs when someone simply ignores things that they know are
advertisements.
Think of how many times you’ve been on a website with banner ads and
looked right past them to the content you actually want to see.
Owned Media
• "The “O” in POEM stands for owned media.
• Owned media includes all the assets that your business owns and
controls.
• Online/Digital examples are Websites, e-newsletters, and blogs.
• Offline/Non-digital examples could be a physical store, trade show
booth, a paper newsletter, or even your employees (because they do
represent your organization and your brand).
• Benefits of owned media
✓ Owned media assets are freedom and control. You can make them how
you want and do with them what you please.
• You can have your website designed to your exact specifications. You can
send whatever message you want to people on your email list.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

•Platforms like Facebook and Twitter have terms of service. You can only use
the platforms on their terms.
✓ Owned media is that it’s cost-effective. You don’t need to spend money
over to advertising platforms to create it.
• Drawbacks of owned media
✓ Owned media is that it can be difficult to create and manage.
• Designing an awesome website or developing a slick mobile app is a big
undertaking. Not everyone has the time and talent to create and continually
update owned media.
• The target audience for this type media is expected or existing customers.
Earned Media
• The “E” in POEM stands for earned media.
• Earned Media represents content about your organization, services, or
products, but created and distributed by others.
• Online/Digital examples include shared posts, posts by customers about
your organization, reviews, referrals, etc.
• Offline/Non-digital examples could include articles written by news
organizations based on a press release or anyone who decides to write
about your organization on their own.
• Earned media allows you to interact, connect, and communicate with your
audience through third-party channels, such as social media, public
relations (PR), and referrals.
• Many marketers consider earned media to be inbound marketing. This is
because the content attracts potential customers to your business without
you doing outreach (outbound marketing).
• Examples of earned media
✓ Word-of-mouth
✓ Publicity
✓ Viral marketing
✓ Search engine optimization
✓ Press releases

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

• Benefits of earned media

✓ A benefit of earned media is that it can attract potential customers to your
brand without you having to go out searching for them. Earned media works
like a magnet, attracting the right kind of people to your business.
✓ Earned media also helps increase your credibility. If lots of people are
talking about and sharing your business, that means you get the credit.
✓ Drawbacks of earned media
✓ One drawback of earned media is that you don’t necessarily have control
over it.
✓ Another drawback when it comes to earned media is that it can be hard to
repeat.
✓ You don’t have a lot of control and don’t always know what will be a hit,
earned media isn’t always scalable.

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Prepared by: Bhavini Satish Patel
COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

1.4 Skills required in Digital Marketing

Digital marketing professionals need a combination of must-have technical

digital marketing skills and soft skills, including:

✓ Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

✓ Marketing analytics
✓ Social media marketing
✓ Pay-per-click and social media advertising
✓ Email marketing
✓ Storytelling
✓ Basic design skills
✓ Project leadership

Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

• Search engine optimisation or SEO is a process of optimising digital
content to rank higher in the search results, especially when a user
searches for a specific keyword or phrase.
• A digital marketer incorporates SEO strategies to increase website traffic.
This skill allows you to conduct keyword research and market research
to create strategies for developing search engine friendly content. SEO
skills can include:
✓ Performing A/B testing for improving website traffic
✓ Using paid advertisement and searches
✓ Analysing user data and integrating keywords or phrases in the content
Social media marketing
• The ability to use digital marketing to attract a social media audience is
desirable for many marketers.
• Companies often use social media platforms for advertising their
offerings to a larger audience.
• Social media skills are essential for increasing brand awareness and
enhancing customer relationships. Using these skills, you can create an

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

attractive social media campaign that attracts new customers and direct
them to the company's website.
• This skill set allows you to customise marketing campaigns to fit the
target audience's emotions. Social media marketing skills can include:
✓ Responding to followers' comments and complaints
✓ Understanding the function of every social media platform
✓ Knowing about the latest and current social media strategies
Email marketing
• Digital marketers use email marketing to reach prospects and build
long-term relationships with them.
• It helps marketers stay relevant to the existing customer base by
communicating regularly through newsletters.
• Knowing the basics of email marketing enhances customer purchases
and generates leads. You can use email marketing campaigns to
promote brand recognition, provide customer satisfaction surveys and
build new marketing campaigns.
Storytelling
• Whether you’re captioning an Instagram post or writing a thousand-word
thought leadership article for your company blog, excellent storytelling
skills (including writing, editing, and visual storytelling) are always an
asset for a Digital Marketer.
• Especially when it comes to content marketing — longer articles on
topics relevant to your audience, which are a key tool in SEO — you
need good communication skills to be able to convey your ideas not just
clearly, but also in a way that feels compelling to the people you want to
attract. Related: the odds are very high you’ll need to be able to navigate
the backend of WordPress or a similar CMS.
Basic design skills
• create visually attractive digital marketing campaigns, marketers use
graphic design. With graphic designing skills, marketers can build
creative graphics and visual elements for their campaigns.

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

• This increases traffic on digital marketing channels and attracts new

customers.
• Using graphic designing skills, you can create an attractive brand and
build a marketing campaign that captures the audience's attention.
1.5 Digital Marketing Plan
What Is A Digital Marketing Plan?
• A digital marketing plan is a strategy outlining how your company will
use digital channels to promote its products and services.
4 Steps to Creating a Digital Marketing Plan
1. Set Goals & Objectives
2. Identify Your Target Audience
3. Define Your Value Proposition
4. Establish Metrics
1. Set Goals & Objectives
• The first step to creating your digital marketing plan is understanding what
goals and objectives are essential to succeed.
• For example, if you don’t work at a big-name company, you may want to
focus on brand awareness. If you’re a market leader, you may want to
expand your target audience by highlighting a new or revised product or
service.
• The best way to determine your company’s objectives is by identifying its
challenges and opportunities throughout the customer journey, which has
three stages:
• Awareness: Introducing customers to your brand or product to address a
problem they have
• Consideration: Making customers aware of your brand or product while
they evaluate alternatives
• Decision: Using information gathered during the previous stages to
influence consumers’ purchasing decisions
2. Identify Your Target Audience
• Your digital marketing strategy is only effective if you know who you’re trying
to attract. That’s why identifying your target audience—the consumers most

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

likely interested in your products or services—is the next step to crafting

your digital marketing plan.
• To determine your target audience, collect data related to:
• Demographics: General information like age, gender, and occupation that
help you make implicit assumptions about customers
• Customer behavior: Behavior patterns related to your products or services,
such as purchasing history and website interactions
• Consumer motivations: Primary motivations when making purchases, such
as convenience, value, or status.
• You can use your insights to employ tactics like segmentation—organizing
your customers into groups.
• By segmenting your customers, you can provide personalized
experiences—even when their needs or market conditions shift.
3. Define Your Value Proposition
• Once you know who to target, you can communicate your reward.
• “If you want to convince consumers to buy your product, you need to give
them a compelling reason to purchase your brand instead of a competing
brand”.
• To start, you need to know your:
✓ Target audience
✓ Unique value
✓ Competitive set
✓ Justifications for brand value
• You can then combine these components into a value positioning
statement:
• For [target market], [Brand X] is the only brand that offers [unique value
claim] among all [competitive set] because [reason to believe].
4. Establish Metrics
• Metrics are critical to your marketing plan. Without key performance
indicators (KPIs), it can be difficult to tell whether it’s effective.
• Common marketing KPIs include:

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

✓ Impressions
✓ Click through rate
✓ Conversion rate
• “At the simplest level, you need to measure what you set out to achieve with
your marketing objectives,”
• For example, you can focus on metrics like impressions—the number of
times your brand-specific content was displayed—to determine your
strategy’s effectiveness at the awareness stage.

1.6 Dignified Digital Marketing: Ethics and Data privacy

• What is Ethics in Digital Marketing?

• Digital ethics refers to the moral principles and standards governing the
ethical behaviour and responsibilities of individuals, organizations, and
governments in the digital area.
• Following are examples of ethics in digital marketing:
✓ Honest advertising
✓ Not making false promises
✓ Transparency in communication
✓ Respect for customer privacy
✓ Responsible data management
✓ Fair competition

•What is Data Privacy in Digital Marketing?

•Data privacy in digital marketing is the practice of protecting and handling
personal information collected for marketing purposes in an ethical and
responsible way.
• Why Data Privacy is Important in Modern Digital Marketing?
#1 Regulatory Compliance
• Businesses must obtain consent before collecting and using personal data,
by data privacy regulations like the European Union's General Data
Protection Regulation (GDPR) and the United States' California Consumer

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

Privacy Act (CCPA). These regulations also necessitate companies to

implement suitable security measures to safeguard this data.
#2 Building Trusting Relationships With Clients
• Building trust between businesses and customers relies greatly on
respecting customer privacy. If people have confidence that companies
care about the data they collect, they are willing to share it without much
difficulty. They also benefit from this in the form of personalized marketing.
#3 Enhanced Customer Experience
• Delivering relevant content that resonates with customers' interests and
needs can enhance the customer experience through personalized
marketing campaigns.
• Companies that collect and ethically use personal data can build brand
loyalty, increase customer retention, and create a positive customer
experience.
#4 Protecting Brand Reputation
• A company's brand reputation can be greatly affected by data privacy
breaches. If a company is caught misusing data, customer loyalty will be
damaged.
• The correct use of data concerns not only legal grounds but also ethical
considerations.
#5 Maintaining Ethical Standards
• Businesses must shoulder the responsibility of handling data ethically and
responsibly, not just as a legal and financial concern.
• What's important here is transparency about exactly what data is collected
and what the business uses it for.
• It is also very important to provide the ability for customers to delete their
data if they request it.

*************************************************************************************

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COURSE NAME: Essentials of Digital Marketing SEM: 4
COURSE CODE: 4341601

GTU Examination Questions

Summer 2023 Marks
1 What typical skills must one possess to pursue a career in 03
digital marketing?
2 What are the primary elements of the P.O.E.M. framework for 07
digital marketing strategy, and how can they be applied to a
business?
3 How can a business develop a successful digital marketing 07
plan? Explain with a suitable example.
Winter 2023
1 Differentiate between traditional marketing and digital 04
marketing.
2 Explain the components of the P.O.E.M. framework and them 07
importance in digital marketing.
3 Explain the key components of digital marketing plan 07
Summer 2024
1 Differentiate: Traditional marketing and Digital marketing. 03
2 Explain the key components of a digital marketing plan. 07
3 Explain the components of the P.O.E.M. framework and their 07
relevance in digital marketing.
Winter 2024
1 Define data privacy and its importance in digital marketing. 04
2 Explain the key components of a digital marketing plan. 07
3 Define the P.O.E.M. Framework and explain its importance in 07
digital marketing.

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