VISION OF THE INSTITUTE

Empower the individuals and society at large through educational excellence; sensitize
them for a life dedicated to the service of fellow human beings and motherland.

MISSION OF THE INSTITUTE

To impact holistic education that enables the students to become socially responsive
and useful, with roots firm on traditional and cultural values; and to hone their skills to
accept challenges and respond to opportunities in a global scenario.
Lecture Notes on: Digital Marketing
Course Code : Voc-2
No. of Credits : 03
Contact Hours : 42 Hours (3 hours per week)
Formative Assessment Marks : 40
Summative Assessment Marks : 60
Examination Duration : 02 hours

Course Outcomes :
After the successful completion of the course, the student will be able to: 1. Understand
the fundamental concepts and principles of digital marketing. 2. Develop practical skills
to implement various digital marketing strategies and techniques. 3. Analyze and evaluate
the effectiveness of digital marketing campaigns. 4. Apply critical thinking and problem-
solving skills to real-world digital marketing scenarios. 5. Create comprehensive digital
marketing plans and strategies.

Prepared by : Asst. Prof. Yashaswini B

Department : Computer Application
Syllabus :
UNIT – I
Introduction to Digital Marketing: Overview of digital marketing, Evolution of digital
marketing, Importance and benefits of digital marketing, Digital marketing channels and
platforms.
Digital Marketing Strategy and Planning: Developing a digital marketing strategy, Setting
goals and objectives, Budgeting and resource allocation. Campaign planning and execution,
Monitoring and adjusting digital marketing campaigns.
UNIT- II
Campaign planning and execution, Monitoring and adjusting digital marketing campaigns.
Social Media Marketing: Overview of social media marketing, Social media platforms and
their features, Creating and optimizing social media profiles, Social media content strategy,
Social media advertising and analytics
UNIT- III
Email Marketing: Introduction to email marketing, Building an email list, Creating effective
email campaigns, Email automation and segmentation, Email marketing metrics and analytics.
Content Marketing: Understanding content marketing, Content strategy and planning,
UNIT- IV
Content creation and distribution, Content promotion and amplification, Content marketing
metrics and analytics.
Mobile Marketing: Mobile marketing overview, Mobile advertising strategies, Mobile app
marketing, Location-based marketing, Mobile marketing analytics.
UNIT- V
Analytics and Reporting: Importance of analytics in digital marketing, Setting up web
analytics tools(e.g., Google Analytics), Tracking and measuring key performance indicators
(KPIs), Conversion tracking and optimization, Reporting and data visualization.
Text Books :

1. "Digital Marketing Strategy: An Integrated Approach to Online Marketing" by Simon Kingsnorth.

2. "Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts" by Chad S.
White
3. "Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically
Successful Businesses" by Joe Pulizzi
4. "Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications
and Advertising" by Daniel Rowles
5. "Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity" by
Avinash Kaushik.
 DIGITAL MARKETING

UNIT– I

INTRODUCTION TO DIGITAL MARKETING

Digital marketing is the process of promoting a brand, service or product on the internet. Put
simply, Digital marketing differs from traditional marketing in that it involves the use of online
channels and methods that enable businesses and organisations to monitor the success of their
marketing campaigns, often in real time, to better understand what does and doesn’t work. “Philip
Kotler” was the person who developed the concept of ‘Digital marketing’.
The 21st century has witnessed the developing a web presence in most companies. E-mail
was common place and there was technology allowing people to manage this fairly easily. Customer
relationship management (CRM) systems had been in place for some time to manage databases. Some
companies were placing banners on websites with a similar approach to press advertising. Forward-
thinking companies were working on their search engine strategy and even working with some
affiliates. All of this was online marketing and, in time, online marketing teams and specialists would
begin to appear.
The most common form of digital marketing is the website of the organisation and the headquarters
of all its online activities. In order to drive qualified traffic to a website, or encourage repeat visitors
and sales, Intelligent marketers include a combination of email marketing, search engine optimisation
(SEO), pay-per-click (PPC) advertising and social media in their strategy.

Definition of Digital Marketing

The term Digital Marketing refers to the use of digital channels to market products and services to
consumers. It has been evolved in 1990s with the advent(arrival) of the Internet.
Example: Social media marketing, Pay-Per-Click(PPC), E-Mail Marketing, Content Marketing etc..

OVERVIEW MARKETING OF DIGITAL

Digital marketing is the promotion of products or brands via one or more forms of electronic
media. Digital marketing is often referred to as online marketing, internet marketing or web marketing.
Digital marketing has been around for quite some time, but it hasn’t been very well defined. We tend to
think that digital marketing is surrounded with banner advertising, search engine optimization (SEO)
and pay per click. Yet, this is too narrow a definition, because digital marketing also includes voice
broadcast, fax broadcast, blogging, podcasting medium for creative content (A podcast is an audio and

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sometimes video), video streams, wireless text messaging, and instant messaging. Yes! digital marketing
has a very wide scope.

EVOLUTION OF DIGITAL MARKETING

The term digital marketing was first used in the 1990s. This is when the digital age took off with the
advent of the internet and the first digital platform, Web 1.0. Even though users could look for information,
there weren’t able to share information. Since the internet was not so popular or even accessible, marketers
did not take this as a serious channel for marketing or any other form of communication. The evolution of
digital marketing from traditional marketing to the modern era took some time.

Below are stages of Evolution of Digital Marketing :

• Evolution of Digital Marketing - First Clickable Banner It was around 1993 when the first
clickable banner in the world went live for advertising. This marked the most important transition
point from traditional marketing to digital marketing. The next year, many companies entered the
digital marketing space.
• Introduction of Yahoo In 1994, Yahoo was launched and was very popular with about 1 million hits
worldwide in its very first year. This was when companies shifted their focus to efficient SEO to
increase rankings. In 1996, also some more search engines were emerged.
• Launch of Google (Google’s first ever doodle) It was in 1998, that the world’s biggest search engine,
Google was launched. Then came MSN (Microsoft Network) by Microsoft and a newer version of
Yahoo.
• Search Engine Competition By 2000, the smaller search engines almost disappeared due to the
cut-throat competition and only Google and Yahoo were left behind to compete as the bigger players
in the market.
• Web 2.0 In 2002, MSN launched Live Search to compete with Yahoo and Google. This year saw
about 6.4 million users in the market which was a big step. Then came Web 2.0. This phase has seen
large growth and also active internet users as opposed to passive users in the Web 1.0 phase. With
Web 2.0 users could interact with businesses and also other users.
• Social Media Sites Soon, social media sites started to appear. First, there was Myspace that launched
in 2003 followed by Facebook in 2004. Many brands realized the immense opportunities to market
their products and services through these websites. Many of them started advertising and having their
presence felt on these sites.
• Analytics Even though web cookies were launched in 1994, they started becoming more popular as
marketers started realizing their importance in understanding user habits and preferences.

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• Emergence of WordPress Even though WordPress had been around for a decade then, its 3.0
version (e-commerce plugins) become accessible and famous among businesses and marketers.
WordPress made website building an easy task and did not necessarily need a programmer.
• Influencer Marketing It was in 2015 that influencer marketing entered the digital marketing world.
Since then, influencer marketing has only seen growth and has brought quality leads to businesses.
Today, 99% of digital marketers use social media sites like Facebook, LinkedIn, Instagram, Pinterest,
and Twitter to market their products and services
• Reels and Short-form Content Instagram introduced reels and truly it changed the way social
media marketers strategize(as per planned). Now, everyone wants to capitalize on the 60-second,
short-form, video content for maximum engagement.

• Quick Timeline Journey of the Emergence of Digital Marketing

The evolution of digital marketing in India has seen many phases. Below are the evolution of digital
marketing about 30 years in the past.

a. Web 1.0

1993 – First clickable banner in the world was launched. An important milestone in the transition of
traditional marketing to digital marketing.

1994 – Yahoo was launched

1996 – Small scale search engines like HotBot and Alexa were launched

1998 – Google and MSN by Microsoft were launched

2000– Google and Yahoo were the biggest and most established players in the market
2002 - Surge in internet users reached 6.4 million users

b. Web 2.0

2003 – Users and businesses could interact

2003– Social media sites like Myspace were launched
2004 – Facebook emerged
2004 – Companies understood the importance of web cookies and started applying them to their
marketing efforts.
2010– Pinterest and Instagram were launched
2016 – Yahoo discontinued some of its services

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2017 – TikTok was launched

2019– Google+ left the market
2021 – 99% of digital marketers use social media sites for marketing purposes 2023 – AI Chatbots like
ChatGPT have taken over the internet.

✓ The Future Of Digital Marketing

The future is digital. It is undoubtedly a true fact that the scope of digital marketing is very vast.
Some important advantages/benefits of digital marketing are –

• Cost-effectiveness
• High reach
• Two-way communication Channel
• Measurable results
With all of these plus points, the future of digital marketing seems extremely bright. Looking at only India,
it has the 2nd largest number of internet users in the entire world. By the year, 2025, the number of people
using the internet will grow to about 900 million users in India. Hence, the internet makes a great place to
be marketing your product or service. More and more consumers are spending time online researching
products and making purchases. This means that if you have not invested in SEO, then you are missing out
on valuable business. By investing time and effort in SEO, you will be able to improve your chances of
ranking and being discovered. Not only SEO but there are several other digital marketing trends that are
going to shape the future of digital marketing.

 Characteristics / Features Of Digital Marketing

1. Data-driven: Digital marketing relies heavily on data analysis and tracking to measure the effectiveness
of campaigns and make informed decisions about strategy. This includes tracking website traffic,
engagement on social media, and conversions from online ads.
2. Targeted: Digital marketing allows for highly targeted advertising by utilizing data such as demographics,
browsing behaviour, and search history to reach specific audiences. This can include retargeting ads to
people who have previously visited a website or targeting ads to specific age ranges or interests.
3. Measurable: One of the major advantages of digital marketing is its ability to be easily measured and
tracked. This allows marketers to see exactly how their campaigns are performing and make adjustments
in real time.
4. Interactive: Digital marketing allows for two-way communication between brands and consumers. This
includes features such as social media comments, chatbots, and interactive content such as quizzes and
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polls(comments/feedback place). This interactive aspect can help increase engagement and build stronger
relationships with customers.
5. Omnichannel: Digital marketing surrounds a variety of channels, including search engines, social media,
email, and mobile apps. An effective digital marketing strategy will utilize a mix of these channels to
reach customers where they are and on the devices they use. This can include search engine optimization,
social media advertising, email marketing, and mobile app development.
6. Cost-effective: Digital marketing is often more cost effective than traditional marketing methods, as it
allows for reaching a large audience at a lower cost. Additionally, digital marketing campaigns can be
easily scaled up or down depending on the budget.
7. Personalization: Digital marketing allows for the personalization of the marketing message and content,
which can increase the effectiveness of the campaign by making it more relevant to the target audience.
8. Automation: Many digital marketing tasks can be automated, such as email campaigns, social media
posts, and ad targeting. This allows for more efficient use of resources and the ability to scale campaigns
more effectively.
9. Real-time: Digital marketing campaigns can be launched and adjusted in real time, which allows for
quick responses to changes in the market or customer feedback.
10. Continuous: Unlike traditional marketing, digital marketing campaigns can be continuous and ongoing,
allowing for more sustained engagement with the target audience. Additionally, digital marketing
campaigns can be continuously twisted and improved to ensure they remain effective over time.

 Technologies used in Digital Marketing

Marketers who adopt newer technologies are able to personalize, engage, and connect with their
expectation and customers in much more meaningful ways. The Human Power or efforts are kept aside,
as systems have become better at targeting and predicting the behaviour of consumers and businesses.
There are 10 technologies that are accelerating our efforts, and changing the landscape of digital
marketing and they include :

➢ Big Data
Big data is a term that describes the large volume of data – both structured and unstructured – that power
up a business on a day-to-day basis. This data can come from can be business transactions, social media,
sensors, digital images, videos, and more. The term is not just associated with the size of the data but also
includes the technology used to manage such large datasets.
Big data has had a extreme impact on digital marketing in several ways:

• Personalization and Customization: Big data allows marketers to understand their customers better.
By analyzing data from various sources like social media, search engines, and online shopping behaviour,
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marketers can create more personalized and targeted marketing campaigns. This increased level of
customization improves customer engagement and conversion rates.
• Innovation: By revealing the previously hidden trends, patterns, and awareness, the big data can lead to
innovative marketing strategies and campaigns.

➢ Artificial Intelligence

Artificial Intelligence (AI) refers to the imitation of human intelligence in machines that are programmed
to think like humans and mimic their actions. The term is often applied to a machine or computer system
capable of performing tasks that usually require human intelligence, such as understanding natural
language, recognizing patterns, solving problems, and making decisions.
AI is significantly transforming the digital marketing landscape in many ways:

• Predictive Analytics: AI can analyze past data and behaviour to predict future actions. For instance, it
can predict what products or services a customer might be interested in, or when they might be ready to
make a purchase. This can help businesses target their marketing efforts more effectively.
• Content Generation: AI can generate certain types of content, such as reports, news updates, or simple
stories. This can help businesses keep their content fresh and relevant without requiring constant human
effort.

➢ Machine Learning

Machine Learning (ML) is a subset of AI. It is a method of data analysis that automates the building of
analytical models. Essentially, it’s a way to train an algorithm so it can learn how to make decisions or
predictions based on data. Machine learning algorithms are designed to improve over time as they are
exposed to more data.

Machine Learning (ML) is transforming digital marketing in significant ways :

• Customer Segmentation: ML can analyze customer data and identify distinct segments based on various
factors like behaviour, preferences, and demographics. Marketers can use these insights to target each
segment with tailored messages and offers.
• Sentiment Analysis: ML can analyze social media posts, customer reviews, and other forms of user-
generated content to understand customer sentiment and feedback, providing valuable understanding for
brand management and product development.

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➢ Bots and Chatbots

A bot is a software application programmed to perform certain tasks. Bots are automated, which means
they run according to their instructions without a human user needing to start them up. Bots often mimic
or replace a human user’s behaviour. Typically they do repetitive tasks, and they can do them much faster
than human users could.
A chatbot is a specific type of bot that is designed to imitate human conversation. These bots interact with
users typically via a chat interface, which can exist on websites, in apps, or even on social media platforms.
Chatbots can be as simple or as complex as needed. Some can only respond to specific commands with
pre-programmed responses, while others use more advanced technologies such as natural language
processing (NLP) and machine learning to understand and respond to user inputs in a more conversational
and natural way.
Bots and chatbots are transforming digital marketing in several ways:

• Customer Service: Chatbots can provide 24/7 customer support, answering frequently asked questions
and providing information about products or services instantly. This not only improves customer
satisfaction but also frees up human resources for more complex tasks.
• Lead Generation: Bots can engage with website visitors, collect contact information, and even qualify
leads by asking a series of predetermined questions. This can significantly increase efficiency and
effectiveness in lead generation.

➢ Voice Search

Voice search is a technology that allows users to perform searches on the internet by verbally asking a
question on a smartphone, smart device, or computer. This could be to find information on search engines,
request specific data in databases, launch digital tasks, or command for digital assistant to complete any
action.
Voice search is significantly transforming digital marketing in several ways:

• Shift in Search Queries: Voice searches are often more conversational and longer than typed searches.
People tend to use more natural language and complete sentences when they speak, compared to the
shorter phrases they type. As a result, marketers need to understand these differences and optimize their
content and SEO strategies accordingly.
• Website Optimization: Websites need to be optimized for voice search. This includes ensuring the
website loads quickly, is mobile-friendly, and has a secure (HTTPS) connection, all of which are factors
that search engines consider when ranking sites for voice search.

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➢ Augmented Reality and Virtual Reality

 Augmented Reality (AR): AR adds digital elements to a live view often by using the camera on a
smartphone or tablet. AR applications let you see a layer of information – including text, images, and
3D models – superimposed onto the real world. Examples of AR experiences include Snapchat lenses
and the game Pokémon Go. AR can provide contextually relevant information, entertain, and enhance
the perception of the real world.
 Virtual Reality (VR): VR implies a complete immersion experience that shuts out the physical world.
Using VR devices such as Vive, Meta Quest (formerly Oculus Rift), or Google, users can be transported
into a number of real-world and imagined environments. In a VR experience, you are hidden from the
real world and engaged in a world that is completely invented to provide this virtual world.
AR and VR are opening up new opportunities in digital marketing by creating immersive experiences
that can engage consumers in unique ways. Here’s how they’re transforming the field:

• Product Visualization: AR allows consumers to visualize products in their own environment before
making a purchase. For instance, furniture retailers have AR apps that let customers see how a piece of
furniture would look in their homes. Similarly, fashion and beauty brands allow customers to virtually try
on clothes or makeup.
• Virtual Storefronts and Showrooms: Both AR and VR can be used to create virtual storefronts or
showrooms. This allows customers to explore a store or a product line virtually, which can be particularly
beneficial for businesses that operate primarily online.

➢ Internet of Things

The Internet of Things (IoT) refers to the network of physical devices that are connected to the Internet,
so all they are connected for sharing data. The key characteristic of these devices is their connectivity,
which allows them to communicate and interact over the internet, and be remotely monitored and
controlled.

IoT is transforming digital marketing in several ways:

• Data Collection: IoT devices collect a vast amount of data, from user behaviour to environmental
conditions. This data can provide deep understanding into customer preferences, habits, and needs,
allowing businesses to target their marketing efforts more effectively.

➢ Real-Time Marketing: The real-time data provided by IoT devices allows for real-time marketing
efforts. Businesses can react immediately to changes in customer behaviour or environmental conditions.

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➢ Blockchain
Blockchain is a technology that allows information to be stored and exchanged by a community. In other
words, it’s a shared, decentralized database. This database is a chain of blocks, where each block contains
information. The blocks are connected in a linear sequence, like links in a chain. Here’s a more detailed
breakdown:
Block: Each block contains a list of transactions. Each transaction records an event, specifically that
some quantity of a commodity has been moved from one place to another. Every time a transaction is
conducted, it’s recorded in a block.

 Chain: The blocks are connected to one another in a specific order, like links in a chain. Each block
contains a unique code called a hash. The hash codes are created by a math function that turns digital
information into a string of numbers and letters. If that information is edited in any way, the hash code
changes as well.
Blockchain technology is transforming digital marketing in several ways:

• Transparency and Trust: With blockchain, all transactions are recorded and visible, which brings a new
level of transparency to the business-customer relationship. Customers can verify that businesses are
delivering on their promises, and businesses can ensure that their advertisements are reaching the intended
audience.
• Data Security: Blockchain’s secure nature means that customer data is safer. This increased data security
can build customer trust.

➢ Beacons

Beacons are small, wireless transmitters that use low-energy Bluetooth technology to send signals to other
smart devices nearby. They are one of the latest developments in location technology and proximity
marketing. Here’s how they work: Each beacon is equipped with Bluetooth Low Energy (BLE), a power-
efficient Bluetooth technology developed for IoT applications and other devices broadcast a radio signal.
Mobile devices in the range can listen to these signals and then react accordingly when they come into
close

Beacons are having a significant impact on digital marketing, transforming how businesses
connect with customers in several ways:

• Proximity Marketing: Beacons enable businesses to engage customers based on their physical location.
For example, a museum could use beacons to provide information about exhibits as visitors approach
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them, or a retail store could use beacons to promote special offers to customers in certain sections of the
store.
• Offline to Online Integration: Beacons help bridge the gap between offline and online experiences.
They can trigger actions in mobile apps based on a customer’s offline behaviour, such as sending a follow-
up offer after a store visit, or recommending online resources based on in-store interactions.

➢ 5G

5G stands for fifth generation, and it’s the latest generation of cellular network technology that mobile
devices use to connect to the internet and communicate with each other. It’s the successor to 4G LTE, the
current standard in most parts of the world.
5G is poised to transform digital marketing in several significant ways:

• Richer Multimedia Content: 5G’s high bandwidth allows for the consistent delivery of rich multimedia
content, such as high-resolution images, videos, and 360-degree experiences. Marketers can utilize this
capability to create more visually attractive and engaging campaigns that capture users’ attention.
• Augmented and Virtual Reality Experiences: 5G’s low latency and high-speed connectivity enhance
the capabilities of AR and VR experiences. Marketers can create more immersive and interactive
campaigns, such as virtual product try-ons, virtual tours, and AR overlays that blend the digital and
physical worlds.

 Traditional v/s Digital Marketing

Introduction to Digital Marketing : Today’s time of Internet has opened the gateway of huge digital
marketing opportunities for businesses. By utilizing different channels of digital marketing, businesses
cannot just share their product and services online; additionally they can gain clients for their business,
attract them and can convert them to boost their business profits. The speed and straightforwardness of the
digital media transmits the data and support a business is amazing. The world is super-connected nowadays
and all things are considered. Marketing and advertising are no more the same as they once were. This is
particularly valid because of the scaling of online networking, which has changed how organizations speak
with potential and existing customers. Essentially, it is an mass term, which is utilized where advertising
and marketing meet web innovation and different types of online media platforms.

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✓ Traditional Marketing Vs Digital Marketing :

The debate continues as to whether digital marketing is overpowering and striking traditional marketing
or not. Many think that for the most part, digital marketing has taken over and traditional marking barely
exists, if at all. Recent occurrences such as the magazine giant, Newsweek switching to totally digital
publications cause ripples throughout the marketing arena. Over the last year traditional marketing had
fallen nearly 160% while in the same time frame expenses for digital marketing increased over 14%.

✓ Traditional Marketing:
The traditional way of marketing lets businesses market their products or administrations on print media,
radio and TV commercials, bill boards, business cards, and in numerous other comparable ways where
Internet or web-based social networking sites were not utilized for promoting.

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▪ However, traditional promoting approaches had constrained client reachability and extent of driving
clients’ purchasing conduct. In addition, traditional marketing methods were not quantifiable (measurable)
too.
▪ There are many facets of traditional marketing and examples might include solid items such as business
cards, print ads in newspapers or magazines. It can also include posters, commercials on TV and radio,
billboards and brochures. Traditional marketing is anything except digital means to brand your product or
logo.
▪ Another overlooked means of traditional marketing is when people find a particular business through a
referral or a network and eventually you build a mutual understanding with them. Because of its longevity,
people are adapted to traditional marketing. Finding ads in magazines and newspapers, or reading
billboards are still familiar activities and people still do them all the time.
▪ Most of the time, traditional marketing is reaching only a local audience even though it is not limited to
one. There are some aspects where traditional marketing wins over the online advertising battle, which
include Target Local Audience, Materials are for keeps, More personal and Simpler process.
▪ One of the primary disadvantages of traditional marketing is that the results are not easily measured, and
in many cases cannot be measured at all.
▪ In most cases, traditional marketing is also more costly than digital marketing. And perhaps the biggest
disadvantage today is that traditional marketing is static which means there is no way to interact with the
audience. It’s more like you are throwing information in front of people and hoping that they decide to
take action.

Advantages of Digital Marketing

➢ Targeted Audience Reach: Digital marketing allows businesses to precisely target their audience based
on demographics, interests, behaviors, and more. This targeted approach ensures that marketing messages
reach the right people, increasing the chances of conversion.
➢ Cost-Effectiveness: Compared to traditional marketing channels like TV or print, digital marketing often
offers more cost-effective solutions. This is especially beneficial for small and medium-sized businesses
with limited budgets, as online advertising can be tailored to fit various financial constraints.
➢ Real-Time Analytics: Digital marketing provides immediate access to performance data and analytics.
Marketers can track the effectiveness of campaigns in real-time, allowing them to make quick adjustments
for optimal results. This data-driven approach enhances campaign efficiency and effectiveness.
➢ Global Presence: Through digital marketing, businesses can establish a global online presence. This
enables them to reach and connect with a diverse audience around the world, breaking down geographical
barriers and expanding market potential.

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➢ Interactivity and Engagement: Digital marketing platforms, especially on social media, allow for direct
interaction with the audience. Businesses can engage in real-time conversations, respond to customer
inquiries, and build a community around their brand. This engagement fosters customer loyalty and
strengthens brand relationships.

Disadvantages of Digital Marketing

➢ Digital Saturation: The online space is crowded with advertisements and content, leading to digital
saturation. With the abundance of information, it can be challenging for businesses to stand out and
capture the attention of their target audience amidst the noise.
➢ Technical Challenges: Digital marketing often requires a certain level of technical expertise. Keeping
up with ever-evolving digital tools, platforms, and algorithms can be demanding, especially for small
businesses with limited resources.
➢ Security Concerns: Digital marketing involves the collection and storage of customer data. With
increasing cyber threats, there are risks associated with data breaches and security lapses. Businesses need
to invest in robust security measures to protect sensitive information.
➢ Dependency on Technology: Digital marketing heavily relies on technology. Technical issues such as
website crashes, server problems, or algorithm changes can disrupt campaigns and impact marketing
effectiveness. Businesses need contingency plans to address such issues promptly.
➢ Information Overload: Consumers are exposed to a vast amount of information online, leading to
information overload. This can result in shorter attention spans and a decreased willingness to engage
with marketing messages. Crafting concise and compelling content becomes crucial in this context.

✓ Digital Marketing:
Digital Marketing can be understood as a well-targeted, conversion-oriented, quantifiable, and interactive
marketing of products or services by utilizing digital innovation to achieve the customers, and transform
them into clients in a sustainable fashion. The whole concept and functionalities of Digital Marketing are
more competent, effective, result-oriented and measurable, which make it very different from traditional
marketing.

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▪ Digital or online marketing is the marketing mode of the global village. It is only obvious that the era of
the internet will have its influence in every field of life. The world of digital marketing continues to
evolve and as long as technology continues to advance, digital marketing have the tendency as well.
▪ Examples of digital marketing include things like websites, social media mentions, YouTube videos, and
banner ads. Specifically, digital marketing is similar to traditional advertising, but using digital devices.
▪ However, digital marketing is considered a form of inbound marketing and its goal is for people to find
you. Businesses put content (or ads) out for individuals to find.
▪ People may conduct an organic online search, a paid search, find your business on a social network or by
reading content that has been published online such as a blog or an article. The more they see you or your
content, the more familiar they will become with your brand and they will eventually develop a trust and
a mutual understanding with you through this online presence.
▪ One benefit to using digital marketing is that the results are much easier to measure; and another is that
a digital campaign can reach an infinite audience. It is also possible to tailor a digital campaign to reach
a local audience but it can also be used on the web and reach the entire globe when appropriate.
▪ Digital marketing is also a very interactive means of reaching an audience since it makes use of social
outlets. There can be plenty of direct contact between the audience and the business which means that the
business can get some very valuable consumer feedback.
▪ Benefits of Digital Marketing over Traditional Marketing include reduced cost, real time result, brand
Development, non-interrupting higher exposure, higher engagement, Quicker publicity, Good For All
Stages of Fields, Easy analytics and Strategy Refinement.
▪ One of the disadvantages to using digital media marketing strategies is that it can take some time to realize
measurable success.

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✓ Differences between Traditional Marketing & Digital Marketing:

Traditional Marketing Digital Marketing

1. Communication is bidirectional in Digital

1. Communication is unidirectional in
Marketing as businesses can
traditional marketing, which means, an
communicate with customers and
organization communicates about its
customers can ask queries or make
services with its audiences.
suggestions to businesses as well.

2. Medium of communication in traditional 2. Medium of communication is more

marketing is generally phone calls, powerful and involves social media
emails, and letters. websites, chats, apps and Email.
3. Digital marketing campaigns can be
3. Campaign in Traditional marketing takes
developed quite rapidly and with digital
more time as designing, preparing, and
tools, channelizing Digital Marketing
launching are involved.
campaigns is easier.
4. It is very effective for reaching global
4. It is best for reaching local audience.
audiences.

IMPORTANCE AND BENEFITS OF DIGITAL MARKETING

IMPORTANCE OF DIGITAL MARKETING

Knowing how companies can profit by adopting digital marketing strategies in this digital age is
necessary. Below points explain the importance of Digital Marketing:

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• Better Reach
➢ These days, almost everyone across the globe is spending time online. They are browsing through the
internet and searching for the best products. Maximising the company’s online presence is crucial to
benefit from this large audience base. This is where digital marketing plays a very vital role. Digital
marketing is about connecting with the correct people at the right time.
➢ Therefore, to begin with, any company must have an attractive online store with effortless navigation to
improve audience reach. In this method, different mediums within digital marketing can ultimately assist
in brand building – Search Engine Optimisation, Social Media Marketing, Pay Per Click Marketing,
Content Marketing, and much more.

• Can Compete with Large Enterprises

➢ Analysing the competition is a critical action in digital marketing. The action is necessary to keep up
with competitors, particularly among fast-growing labels such as Amazon, Myntra, Big Basket, and
Flipkart.
➢ Companies also try to force the envelope with multichannel marketing mediums, which include SEO,
PPC, social media, and several other mediums. Digital marketing helps both small and large enterprises
to attain their respective objectives, levelling the field.

• Increasing Brand Awareness for Small Businesses

➢ Digital marketing is a godsend for businesses. Large enterprises use digital marketing to maintain their
stand in the competitive market and environment.
➢ On the other hand, small companies use online marketing to make advancement into a growing market
and build brand awareness amongst large enterprises.

• Improve in Sales
➢ One of the fundamental elements, when we talk about the importance of digital marketing, is that one
can calculate their Conversion Rate Optimisation (CRO) in real-time.
➢ The data can help to understand the total percentage of searches that get transformed into leads by buying
products. Social media marketing, PPC, SEO services, and affiliate marketing are a few of the active
mediums to communicate and get high conversions.

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• Return on Investment
➢ If a company wants to know the significance of digital media, all they have to do is look at the
measurement metrics of profit and loss it uses for the business. In digital marketing, the return on
investment represents the value of a company’s marketing campaigns.
➢ For instance, when compared with other channels like content marketing, e-mail marketing, social media
campaigns and PPC, SEO has been understood to yield a higher return on investment. From fundamental
metrics such as bounce rate and sessions, the organic traffic caused by the SEO shows forty per cent
more revenue growth than any other marketing strategy.

• Upholding The Brand Reputation

➢ Creating a powerful brand reputation in the online business has become crucial as the brand’s reputation
cements its capability to survive in the market. Digital marketing helps in creating easy marketing
campaigns for the product, keeping the trends in mind, and also helps in showing a company’s support
for important causes.

• The Customers are Online

➢ The internet has evolved into a basic necessity of daily life, with more than 4.66 billion internet users
worldwide. The consumers of a company, including the targeted consumers and competitors, are all
available online. They are seeking businesses like yours. When they are unable to find you, the
possibilities are that they will instead see your competitors.
➢ You will start to loose your consumers if you do not hold an online presence and exposure. Your online
business will feel the importance of digital marketing when it demands the proper kind of visibility and
exposure to create leads and increase sales. When your consumers do not locate you online, likely, they
might not value your services and products.

• Can Target Ideal Customers

➢ Imagine how beneficial such an opportunity will be where you can easily reach out to your target
audience. That is precisely what digital marketing aims to achieve. A company can analyse the behaviour
of its audience online and take steps to provide excellent fulfilment. When the company reaches the right
audience group, they drive more traffic, and that results in more profitable campaigns.
• Get a Lead on the Competitors
➢ The digital market is extremely competitive when it comes to online business, in particular. Therefore,
any company would want their potential consumers to find them with the best reviews and other efforts

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initiated by different digital marketing services. These measures can help the company and their
customers to work towards the right business objectives in the end.

• Engagement with Mobile Consumers

➢ We are engage ourselves in a portable world, as in the present times, everyone carries their gadgets, like
laptops and smartphones, on the go. After the mobile-first update of Google, nearly all the websites are
designed in a manner that they are readily accessible on smartphones as well. Smartphone users are more
standard now than ever before, and the probabilities are that these smartphone users are likely to buy the
products and services.

• Take Your Business on an International Platform

➢ The importance of digital marketing for the success of a business plays a huge role since it has the power
to take a business overseas. With the assistance of digital marketing services, any business can now
connect with international consumers and work with them to grow their business worldwide. The scope
of digital marketing keeps on developing with amazing flexibility and competitive technologies.

• Digital Marketing Methods are Faster and more Cost-effective

➢ For every company, being cost-effective is one of the most crucial advantage. Unlike traditional modes
of marketing, digital marketing is highly cost-effective. Besides, small businesses feel the importance of
digital marketing as it brings rapid results at a considerably limited budget. Furthermore, digital
marketing also can communicate with a wider audience, irrespective of location.
➢ A business can also target a broader target market by designing numerous marketing strategies that
simultaneously cater to distinctive customer groups. Driving a digital marketing campaign employs a
remarkably lesser budget while providing a higher return on investment. Combining traditional methods
and digital marketing solutions is always reasonable to create an best marketing strategy for business.
• Helps in Tracking & Taking Appropriate Actions
➢ One of the most familiar problems that the market encounters is finding ways to track and calculate the
success rate of different digital marketing channels. But there are tools available online such as Google
Analytics, Google Search Console, Ads manager, and many more, that drag in the data and help measure
the execution of search engine campaigns among diverse audiences.
➢ Also, various tools assist in defining measurable metrics to help track performance and take the required
steps. Notable examples of such tools are Ahrefs, Screaming Frog, and SEMrush. These tools assist in
analysing the activities of competitors as well as supply data that enables businesses to make more
informed judgments.

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• Affordability
➢ A digital marketing approach is considerably less costly than offline marketing. Then later consists of
spending money on newspaper ads, hoardings(store), and the hiring of a sizable marketing team. But, in
digital marketing, the company will only require to invest in a few digital marketing tools that come with
yearly subscriptions. There are multiple free tools that people with small businesses can use to get quality
leads and increase sales.

• Improved Customer Relationship

➢ An mix of strategies is employed in digital marketing. Conducting podcasts, content creation, webinars,
etc., are all critical for handling the pain points of the consumers and building relationships with them.
Another marketing strategy is incorporating chatbots into the website. It is a technique that makes any
website user-friendly and effortless to navigate. It further assists the company in reaching out to
consumers who visit their site but leave without completing a purchase.

• Competitors are Using it

➢ If you have any doubts about the importance of digital marketing in the success of a business, then do
remember that your competitors are already doing it and obtaining profitable results. You will readily
find numerous of your peers(examine) who have built a well-designed website, appropriate social media
channels, and much more.
➢ Your competitors have already started to create evergreen content and sell it in organic ways. The
importance of digital marketing also remains because it helps increase any business’s reach and acquire
new opportunities. Digital marketing is essential.

BENEFITS OF DIGITAL MARKETING

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Social media has become a revolutionary tool in today’s world. If you want to spread a word about
anything, there’s no better tool than social media; a space where things go viral in seconds!
Social media is the platform everyone uses to their advantage. Its use is not only limited to making
friends and connecting with people who are far away, but also for businesses to facilitate advertising and
branding strategies. Today, people spend more time on online activities; in fact they prefer online sites for
keeping themselves up to date rather than reading newspapers. The fact is, no one has time and yes, time
is money!
That’s why people shop, pay bills, book tickets order food online! It’s safe to assume that we’re all
migrating to the online way of life.
So here are a benefits of establishing your business online and making your brand more visible to
the right audience at the right time.

• Get online exposure

As a business owner you want your business to get more exposure and become visible to more and more
people, preferably your target audience. This is only possible through social media since everybody
makes it a point to log into their Facebook, Twitter and Instagram accounts! This gives you an
opportunity to spend your time where you know people can see your posts.

• Showcase your brand

Branding plays an important role for small as well as big business houses. It’s common for people to buy
things or brands they are already familiar with. Having said that, your brand, brand image, and visibility
will be based on how you conduct yourself in the online space. As a result, social media becomes a
showcasing platform for your brand.

• Attract more customers

You will find people from all age groups on social media. So you can clearly select your target audience,
their geographical location and even when you want to display your ads. This enables you to boost your
post only for that segment of people. This ensures that you are spending your time and money to reach
the right people with the right message at the right time.

• Rank higher
The more active you are on social media platforms, the more chances you have to rank higher on a
specific hashtag or keyword relevant to your business. To make your content go viral, create unique and
attractive content for your target audience to like, share and comment on.

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• Inexpensive & time effective

Switching to digital marketing for marketing your business, is much easier than traditional marketing
procedures. To be able to do digital marketing, it only takes an internet connection and definitely a
computer or laptop to have an access. It does not require a huge investment and starting a campaign in
the digital world is just a click away.
• Advertising to target customers
In the digital world, it is important that your products/services don’t get roll down away by the millions
of other advertisements that are added on a daily basis on social media platforms. For this it is necessary,
that the target audience is defined before even spreading out the word and it will help in reaching the
targeted customer.
• Better online visibility
The more visible your posts are online, the better the chances are of it ranking higher and driving in more
traffic. For this, try to be active on every social media platform and using social bookmarking sites so
that your brand and brand posts are seen by a large audience on a single platform. This makes your brand
more visible online.
• Attract multiple users simultaneously
Digital marketing makes it possible to address millions of customers at once. It is the best example of
multitasking wherein you deal with multiple users at once, encouraging them to try out your product or
service without clashing into each other. It improves the conversion rate of your business.
• No limitation for customers
A customer is not limited to timings as to when he/she can access your websites. They have the ability
to access your website to know about the services or products provided by your brand at anytime, from
anywhere in the world. Online marketing makes it possible for customers to view the older campaigns,
products and services you offered.
• Track your performance
Being in the digital world is one aspect, but maintaining the brand image is another. One can always
check how the marketing campaign progresses and how many conversions have been there so far, how
many users have visited your website. This gives you a rough idea as to what you need to modify to
improve your incorrect pages. Social media can help businesses reach greater heights!! All that’s needed
is detailed planning & devising proper strategies for business marketing in the digital world.

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DIGITAL MARKETING CHANNELS AND PLATFORMS

DIGITAL MARKETING CHANNELS / TYPES OF DIGITAL MARKETING

Definition : Digital Marketing Channels are the communication path in which you can reach your target
audience through online.
There are many different channels under the umbrella of digital marketing, including search engine
marketing (SEM), social networks, mobile apps, and more but only the most important channels are
mentioned below.
1. Content marketing
2. Search engine optimization (SEO)
3. Email marketing
4. Social media marketing
5. Video marketing
6. Pay-per-click advertising (PPC)
7. Affiliate marketing
8. Partnership marketing
9. Referral marketing
10. Mobile marketing

1. Content marketing
➢ Content marketing is the strategic planning, creation, publication, and distribution of valuable content to
your target audience. Unlike ads, which interrupt the individual in order to try to sell something, content
marketing delivers VALUE throughout the customer journey.
➢ There are many benefits to a well-thought-out content marketing strategy. It is effective at the top,
middle, and bottom of the funnel
o TOPU (Top-Of-Funnel) - Providing meaningful information about the product
o MOFU (Middle-Of-Funnel) - Answering the questions
o BOFU (Bottom-Of-Funnel) - Details about product pricing, demos, trails.
➢ With relevant content, you engage in deeper communications, allowing you to showcase your brand
personality and to start a relationship with your audience. Content is unique in that it helps you to build
curiosity, spark emotions, and fuel brand love.

2. Search engine optimization (SEO)

➢ Search engine optimization, or SEO, is the process of increasing organic search engine rankings to build
awareness, capture demand, and drive qualified traffic to your website.

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➢ To win at organic search, you need to understand many complex concepts, including keyword research,
hyperlink, and how Google’s algorithms treat page experience and trust signals. Search engine
optimization is one of the most complicated channels you can grab it. But it’s also the most powerful.
➢ SEO helps you reach your audience when they’re actively seeking answers, solutions, or products. In
other words, you can influence your audience when they’re most responsive to your message.

3. Email marketing
➢ Email marketing is one of the easiest ways to connect with your audience. On average, email marketing
boost a high ROI, delivering $36 for every dollar spent. Other benefits of email marketing are that it
offers you a direct connection with your audience members as well as extensive segmentation options.
➢ Once you’ve compiled your email lists, you can segment them into different categories. You may have
a VIP list, a list that includes only qualified leads, a list that includes audience members in a specific
geographic location, a list for those who responded to your last offer, and so on.
➢ From there, set up customized email marketing campaigns for your selected email list. Email marketing
allows you to tailor your message to a specific audience at a specific time. Furthermore, you can attend
your audiences over time through automation, deepening the relationship and fostering brand love.

4. Social media marketing

➢ Companies use social media marketing to build brand awareness, improve branding, boost audience
engagement, and take care of relationships. Social media platforms are a critical digital marketing
channel for building customer relationships because your audience naturally shares their thoughts and
feelings.
➢ These networks also facilitate constructive dialogue (sometimes in real-time) between brands and their
customers, or potential customers. But should you have a presence on Instagram or Pinterest? What
about Twitter, Facebook, LinkedIn or other platforms? Users have certain expectations when they visit
specific social media platforms, and they use each network differently.
➢ For example, they share certain types of media (images, video, etc.), or post about different topics (i.e.,
conversations and sharing, imagery-focused, UGC-focused, video, etc.). Furthermore, social media
platforms attract different demographics. So understand which networks your audience prefers.

5. Video marketing
➢ Approximately 86% of businesses today use video marketing. And in parallel, more and more people are
turning to video content for information. There are 2,527 million YouTube users worldwide at present
2023, compared to previous years. Users upload 720,000 hours of video to YouTube every day.
➢ To capitalize on this massive opportunity, there are a variety of video marketing formats for you to
choose from, including:

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o Demos
o Product launches
o Event videos
o Educational and how-to videos
o Brand videos
o Webinars
o Live videos
o Case studies
o Customer testimonials
o Expert interviews
o Documentary-style videos
o Personalized messages
➢ Video marketing also includes video ads. Viewers are interacting with video ads in ways they are unable
to with static images. Video ads allow marketers to include more dynamic content. Companies can also
get incredibly creative with these ads.

6. Pay-per-click advertising (PPC)

➢ Pay-per-click advertising, or PPC advertising, is the process of buying visibility on search engine results
pages (SERPs). With paid digital channels, advertisers bid in an auction with the aim of capturing a click
by people and amount is paid per number of clicks.
➢ Paid search strategies typically involve campaigns, keywords, ad groupings, ad messaging, pricing bids,
ad timing selections (e.g., day of week and time of day), and landing page development. Paid ads are
useful when you need to see immediate results. Whereas content marketing and SEO may take time, paid
media campaigns can be launched quickly.
➢ With this in mind, PPC is a good option for a new product launch or a short-term campaign. It’s also
useful for testing purposes, as you can validate ideas quickly. However, due to the cost, PPC ads are a
poor option when it comes to the top or middle of the purchase funnel.

7. Affiliate marketing
➢ Affiliate marketing is the process of paying third parties, such as bloggers, publishers, influencers,
entrepreneurs, and other website owners, to promote your products. It’s basically a pay-for-performance
marketing program through which you outsource sales promotions to a network of affiliates.
➢ With affiliate marketing, an affiliate promotes your product to their audience typically through an
affiliate link in a website, blog, email, or on social media. When someone clicks through and completes
a purchase, the affiliate earns a payment from the brand based on an agreed-upon percentage. No
payments are made unless actual transactions are completed.
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➢ For brands, building trust with your audience is critical. With certain digital marketing channels like paid
media, though, consumers can be distrustful of the ads. Influencer marketing overcomes this challenge.
Getting your product or service into the hands of an influencer they already trust builds valuable brand
equity among a targeted community.

8. Partnership marketing
➢ Partnership marketing is two businesses working together to create a mutually beneficial marketing
campaign. With partnership marketing, it’s critical to select partners who complement your product or
services. Perhaps you both have parallel target audiences but provide different products or services. Each
product or service is needed by the potential customer. They are both related. Yet they each may be
needed at different points or for different purposes in the customer’s experience.
➢ An example of partnership marketing is when a running shoe brand became a partner with a brand that
sells headphones. People like to listen to music when they run. They come up with a deal offering free
headphones with the purchase of running shoes, and vice versa. Their target audience may have some
overlap, but each may also tap into an audience neither had access to before.
➢ In essence, partnership marketing enables you to quickly double your reach. When considering
partnership marketing, make sure you choose the right partner. Both brands goals, values, and audiences
should be aligned.

9. Referral marketing
➢ Referral marketing is a highly valuable digital marketing channel. People listen to their friends, family,
and online peers. The vast majority of consumers (93%) say online reviews impact on their purchasing
decisions.
➢ On average, referral marketing generates 3X–5X higher conversion rates than other channels.
Consumers are 71% more likely to make a purchase when they first see a social media recommendation.
Referral marketing often comes in the form of online reviews, comments on product listings, and social
media discussions.
➢ An effective way to engage in referral marketing is to ask for referrals! You can start gathering these
referrals using a number of customer marketing or referral apps that help you to build.
10. Mobile marketing
➢ Mobile marketing connects companies with people on their mobile devices. More people get their
information from smartphones now than ever before. In fact, mobile has 58% of the device market share
compared to desktop with 39%. Today, 5 billion mobile internet users worldwide spend 23.1 hours each
month on the YouTube mobile app.
➢ This means that companies need to start creating and adapting content with mobile use in mind. Follow
these mobile marketing best practices when considering content creation specifically for mobile:
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o Your messaging should be short and relevant.

o Utilize geofencing (Geofencing is a type of location-based marketing and advertising).
o Use QR codes
o Align your marketing with what they are doing (Are they on their way to work? Then send them a
QR code for a discount on coffee.)
o Use reminders and notifications
o Mobile marketing is used to meet people at the moment they may need your company and offer
relevant solutions.
DIGITAL MARKETING PLATFORMS
Definition : Digital Marketing Platforms uses the technology to know the worth of creation and performance
of a marketing Campaign.
An integrated digital marketing platform is a combination of integrated tools and technology that
allow marketers to manage big block of their digital marketing responsibilities. The world of business just
can’t do without digital media. From targeting new people to maintaining relations with loyal customers,
everything happens digitally. Also, all business sectors from retail stores to manufacturing companies are
present on the digital platforms and are thinking of ways to develop online connection with their targets.
Digital marketing platforms expose key elements as standardised services via a programmatic application
programming interface for building custom applications and extensions and integrations. So any platform in
digital marketing needs to address requirements specific to a limited number of neighbourhoods or domains.
In the era of digitisation, organisations are surrounded by digital ideas, concepts, and thought-processes.

Below are the different platforms where advertising are done.

1.Display Advertising

Based on your audience profile and your products, select ad space in specific websites from where you can
get good traffic. Display ads can be anything from the banner ads to videos. In the online world, it is
considered as one of the most effective ways of digital branding. Instead of developing text-based

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communication, create interesting videos or images that will speak on behalf of your brand. Also, take time
to follow your targets and wisely choose the websites, which in turn are followed by your audience group.

2. Search Advertising

While your visitors enter certain search keywords, specific to your brand and business; you can take this
opportunity and promote your ad through the search engines. To do so, you have to note down certain
keywords, with which you shall sync your advertising message. With this, your business or company might
not have a good rank in the search engine pages, yet you will expose your audience to your brand. Often,
search engine ads can give you better leads since people look-on the ads while they are searching some
information. It also saves their research time. You can also consult with any SEO Company for getting good
position in Search Advertising.

3. Mobile Advertising

Mobile-centric ads are the current trend. From the app messages to the videos, mobile advertising is the most
effective way to promote your brand. With the entire world going mobile, developing short and crisp
communication targeting the mobile users is the best practice. As people carry their mobiles your brand
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communication stays in their mind, for a longer time. While developing mobile ads, ensure that it fits the
screen sizes of all hand-held devices. In this way, your message will be clear and you shall successfully
position your brand name in the minds of your targets.

4. Social Advertising

Social media sites include Facebook, Twitter, LinkedIn, Instagram and other similar platforms provide
profitable opportunities to promote your brand. The best thing about social ads is that you know your targets
well and can propose your brand message. Also, based on certain audience profile, you can personify your
advertising and suit to the specific needs, interests and desires of your large target audience. If strategically
done, social ads can also bring leads which are sure to land into sales.

5. Video Advertising

Text do not have any visual appeal, but video ads serve as effective energizer that influences your audience
to try you out. Video ads can be placed in any platforms mobile, website, social media sites. Just like
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television ads, online video ads quickly hit your targets and with frequent exposure that can enable them to
purchase your product or utilize your service. The Best example is Youtube.

6. Cross-Channel Advertising

Another new-age form of digital advertising, cross-channel advertisement is an intelligent way to follow
your online visitors and track their interests and desires. With the help of cross-channel ad software, you
shall become aware about the digital journey of your target audience. Accordingly, you can choose specific
online platforms and promote your brand only in those spaces and reach individual audience. It is the best
way to develop personal communication and have better connect with your target group.

7. Demand-side Platforms

DSP or Demand-side platforms allow you to manage multiple ad exchange and various data exchange
accounts, using only one interface. With DSPs, you can track real-time bidding, optimize algorithms and get
maximum value from each audience. In milliseconds, the search engines try to determine the value of future
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impression and places a bid accordingly. Using DSPs, you can also integrate ads with third-party vendors
and ensure more impressions from various sources. With all the available digital advertising platforms, you
must also realize that not all are required for your business. Based on your communication objective, purpose
of advertising, nature of product, and target audience profile, you must choose the most suitable platforms
that will provide maximum reach and exposure to your brand. Such decisions are time-consuming, and with
adequate time and in-depth research and analysis; you can arrive at the right online destinations.

8. Music application Ads

The Music apps include Spotify, Gaana, Wynk, Google play music and still many more. These are the
music streaming app that offers music for every mood. More than 30 million users use this platform, so it
helps the marketers to reach more audience. It helps for the large scale audience using precision
retargeting(helps to segment the customers based on the data). It helps to build ROI, brand visibility, sales,
to attract the customer with minimal effort. Cost will depend on the chosen option. Banner Ads & Video
Ads are available at discounted rate.

9. Pinterest Ads

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Similar to Instagram, it centres around images creating an endless number of ‘pins’. It is most used by the
females with 81% of active users. Used more for recipes, decoration and fashion ideas. Here target
audience will be all females more where they usually shop more and pin the products they wish to take for.
By pinning, Pinterest users save content they like for later use, and this alone makes Pinterest a workable
method for long-term visibility. As more as your posts get pinned, and users remind themselves when
needed, it’s easier to find your business again. Pinterest can be used to build awareness by creating boards
that showcase a business’s brand values, products and services.

10. LinkedIn Ads

LinkedIn is one of the top digital marketing platforms to connect with professionals, including employers,
business partners, corporates, competitors, clients, and customers. It helps to do business with potential
brands and establish strong business and professional relationships. It is great to build connectivity globally.
LinkedIn is an especially designed social media platform for professionals and corporates and is great for
influencing, networking, and growing brands.

11. E-Mail Ads

Email Ads can be used to send a commercial message, typically to a group of people, using email. In its
broadest sense, every email sent to a potential or current customer. It can also play a pivotal role in
your marketing strategy with lead generation, brand awareness, building relationships or keeping
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customers engaged between purchases through different types of marketing emails. When you want to
grow your brand or sell your stuff, email marketing is one of the most popular—and effective—tools
around for marketing campaigns.

DIGITAL MARKETING STRATEGY AND PLANING (Introduction)

➢ What is a marketing strategy?
A marketing strategy is a plan for reaching a specific marketing-related goal in a focused and achievable
way. It takes into consideration what your business is currently doing well and what you're missing in
regards to the objective you set, then developing method to help you meet your goal.
➢ What is digital marketing strategy?
A digital marketing strategy is a plan for using online channels to establish and achieve specific marketing
objectives. These channels can include organic search, social media, paid ads, and other web-based
mediums such as your website. Ultimately, the goal is to boost your business’s visibility and attract new
customers. A strong digital marketing strategy helps your business achieve specific digital goals through
carefully selected mediums.

DEVELOPING A DIGITAL MARKETING STRATEGY

Digital Marketing Strategy is setting the goals and objectives to reach the customers through advance
technologies, techniques and platforms. Below are the important steps to be followed for developing a Digital
Marketing Strategy :

Step 1: Set Goals

Firstly we need to set the short-term and long-term goals before establishing a Digital Marketing Strategy. It
can be creating brand awareness, boosting conversions, or getting leads. A considerable amount of time and
energy should be spent on this process. After all, it is the foundation of all their upcoming marketing efforts.

Step 2: Focus on Consumer Needs

It is impossible to create an effective Digital Marketing Strategy unless you understand the people trying to
target. Creating your own knowledge about the products leads to wrong focus. However if the digital
marketing strategies do not sync with the consumer needs, all the efforts go in vain. So, consider your buyers
as your partners and keep them at the soul of every decision. Once we reach up to collecting all different
categories of people, it’s easier to reach up with remaining peoples.

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Step 3: Blogging is a Must

Blog is opening up your knowledge , expertise, processes and goals to your customers. Around 56% of young
marketers admit that blogging is a powerful way to attract the target audience. New beginner should also use
this powerful tool to gain a good shape in the industry. Young entrepreneurs can also consider going for
Digital Marketing Analytics Course to understand more about it.

Step 4: Analyse Existing Digital Marketing Channels

Analyze involves most and least effective of Digital Marketing Channels. Digital Marketing Channels
include Content marketing, Search engine optimization (SEO), Email marketing, Social media marketing,
Video marketing, Pay-per-click advertising (PPC), Affiliate marketing, Partnership marketing, Referral
marketing, Mobile marketing. Beginners should evaluate them to understand how effective these channels
can be for their business. They can also create a mix of 2 or more channels to double the return on they
invest.

Step 5: Automate Marketing

Automate Marketing means training the machines to work instead of humans. Marketing automation
platforms can help marketers automate email marketing, content marketing, and lead generation strategies.
Experts also recommend integrating it with its CRM (Customer Relationship Management) to benefit the
entire sales process.
Step 6: Nail Mobile Optimization
Smartphones have become like our second skin. Beginners can hold this as medium to boost brand visibility
and brand awareness. They can also hire technical experts to design advanced mobile websites that can
improve the buyers' shopping experience. It formats the content, adds user-friendly navigation buttons and
optimizes the images to give visitors a fantastic experience.

Step 7: Be Accessible for Customers

Digital marketing is all about making a brand visible and accessible to the customers. And this is what young
new beginners need to keep in mind if they want to make their presence in the competition. They must ensure
they engage their buyers through consistent accessibility and brilliant call-to-action methods. Apart from
this, they should also make constant efforts to reduce irrelevant data promotion on the website.

Step 8: Select the Right Technology

Technology can have a significant impact on the marketing output. It can help beginners refine their game,
get more leads, and improve the marketing output. Experts also recommend going for Digital Strategy
Courses to identify different digital marketing technologies and their uses. We must choose a right technology
that are easy to scale whenever we require. It takes time to visualize which technology will work best for us
in the future.
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Step 9: Highlight Differentiators

Highlight Differentiators means distinguish between the products what you sell and what others sell. It
increases brand loyalty, sales and growth. The digital marketing domain is highly competitive. Beginners
need to work harder to get noticed and appreciated by the consumers. One of the easiest ways to shine out in
the crowd is by highlighting their differentiators from the competitors.

Step 10: Launch Program and Track Progress

Launching Program includes positioning clear establish or modify the customer’s identification of your
brand. Tracking Progress helps to set realistic goals, measure your performance and identify strength and
weakness. The time has come to start the digital marketing program and track the campaign's progress.
Beginners should positively take this process as some might succeed while some may need to improve their
strategies. Either way, it is going to be a valuable learning process.

SETTING GOALS AND OBJECTIVES

Without setting clear digital marketing goals and objectives, it can be difficult to measure the success of your
campaigns in any concrete way. It can also be a major struggle to optimize your return on investment for
your digital advertisement spending.
Digital marketing goals and objectives are essentially the metrics that you will use to measure the success of
your campaigns. They can include one or more of the following:
• Generate more leads
• Improve your conversion rate
• Increase your sales
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• Boost your traffic

✓ How to set digital marketing goals and objectives

It is worth noting that the digital marketing goals and objectives mentioned above should only act as broader
aims. It is also important that your teams set SMART marketing goals. That is to say that all digital
marketing goals and objectives should be:
 Specific
 Measurable
 Achievable
 Realistic
 Time-bound
Let’s take the example of generating more leads as one of your digital marketing goals and objectives.
Below, we’ll detail some of the elements you might want to consider before starting the campaign for
SMART goal-setting.
 Specific: What are the audiences or personas that we are targeting to gain these new leads? Which
channels will we use to reach them?
 Measurable: How many leads should we aim to get in total from the campaign? What will be the
exact KPIs that we track for this campaign or set of campaigns?
 Achievable: What is the percentage we will need to increase our leads by and is that realistic to
achieve? What has been our performance over previous quarters?
 Realistic: How can we appeal to the pain points of this audience and how does our product or service
seek to solve them? Can we offer them very specific benefits?
 Time-bound: How long will this campaign run for? When would we like to measure how successful
our digital marketing goals and objectives have been?

✓ Depending on your specific digital marketing goals and objectives, you may want to think about
taking steps such as:
• Researching keywords and creating keywords for which you’d like to rank.
• Building landing pages that provide information and enable potential customers to register their
interest
• Better understanding the customer experience or journey — what is the best channel to reach your
customers? What are their top concerns when considering purchasing?

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Lastly, don’t be afraid to experiment with the channels and messaging you use to reach your potential new
customers. Use your digital marketing goals and objectives to find what works.

BUDGETING AND RESOURCE ALLOCATION

BUDGET ALLOCATION
Definition : It is the practice of allocating money to different departments/projects. This also means how
much do we invest in different Digital Marketing Channels or Campaigns.

✓ What is a digital marketing campaign?

Digital marketing campaigns are the building blocks and actions within your digital marketing strategy
that makes to reach toward a specific end goal. For instance, if the overall goal of your digital marketing
strategy is to generate more leads through social media.

A common struggle for marketers is the art of budget allocation – what to spend your money on for your
marketing strategy to work. There are a lot of factors that can affect the level of success of a marketing
plan. To have a great marketing plan, you need to spend your marketing budget on campaigns and
platforms that will bring you a good return on investment. That’s where marketing budget allocation
comes into play. Marketers that strategically spend budgets can execute your plan and bring the ROI as
you expect. For marketers, budget allocation is the maximum amount to spend on a marketing plan.
Marketers need to optimize budget spent on efforts needed to reach their audience online and offline to
see leads, sales, form fills, and other KPIs calculated into an ROI.

✓ The Importance of Budget Allocation in Organizations

There’s no question that budget allocation is a critical part of a marketing plan. Marketing budget
allocation is a needed skill for businesses and typically combines input from many C-level CEOs, CFOs,
and CMOs. It also affects marketing, sales, and accounting teams and departments. C-Level means Chief-
Level where every process is carried out in chief persons level such as CEO – Chief Executive Level,
CFO’s – Chief Financial Officer, CMOs – Chief Marketing Officer.

✓ What's Included in a Marketing Budget?

As previously mentioned, marketing budget allocation includes everything needed for marketers to reach
their target audience and increase their ROI. This means all expenses, including advertising budgets,
employee salaries, and the tools and software needed to aid marketers in this attempt.

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Several categories are included in a marketing budget. Here is a breakdown of what’s included when
allocating spend for your marketing budget:

• Software/Tools
• Vendors & Consultants
• Advertising (Digital & Print)
• Public Relations
• Events/Trade-show cost
• Training & Conferences
• Additional Revenue Generation Techniques

Not only should these categories of expenses be included in your budget, but many of these are used to help
marketers reach their goals.

How to Allocate Marketing Budget

So how can marketers allocate their budget to spend on things that will give you the best return? Here are
the steps to follow on how to allocate your marketing budget to get the best ROI on your marketing plan:

1) Set marketing goals

2) Determine budgets
3) Outline your marketing plan
4) Allocate budget toward channels, platforms, and campaigns
5) Track the progress
6) Measure return on investment

1) Set your marketing goals

Regarding your marketing strategy vs. marketing goals, it’s a great idea to establish your goals first, then
set a strategy, later allocate a budget to reach those goals. This will help you determine what budget you
need to achieve your desired goals? What do your company stakeholders wish to accomplish? What does
a marketer need to do to show the true business value of their marketing efforts? Determine the marketing
plan length, and set SMART goals (specific, measurable, achievable, relevant, and time-based).
2) Determine your budget
Once you determine your goals, you need to determine your budget for a marketing plan. Budgets cover
a specified period, whether monthly, quarterly, or yearly. Knowing how much you should spend on
marketing can help determine the budget of a marketing plan. Budgets can be set based on past data but
should consider the goals you’re looking to achieve.

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3) Outline your marketing plan

Planning and budgeting are very closely related. Creating a marketing plan will determine how you get
there to achieve your goals. Use data to determine your marketing plan. The plan should outline campaigns
and expenses to allocate your marketing budget. You can use Planful’s online marketing plan builder for
the smooth the process. Today, marketing plans break down into many channels or facets of digital
marketing:
• SEO
• Advertising/SEM
• Email marketing
• Social media
• Public relations
More importantly, how will you use these campaigns to reach your goals?
4) Allocate marketing budgets
What do you need to spend to reach your goals for certain campaigns? More importantly, what else do
you need to get you there? This is where marketing budget allocation best practices come into play.
Deciding how much to spend for different channels, platforms, and campaigns will get you the results
needed to hit your goals. Employees, software, trainings, freelancers, and consultants hired should be
factored into your campaign-specific tracking.
5) Track your progress
Are you hitting your goals? You can use a marketing budget tracker to see how your marketing plan is
progressing. Tracking your progress and measuring that against your goals will help you determine the
plan’s level of success. For certain marketing channels and platforms, you’ll likely use data from specific
platforms. For example, Facebook advertising has data on clicks, conversions, and spend. In addition to
your ad spend, including the costs that come with manpower, tools, and other costs needed. You can track
your success on a weekly, monthly, quarterly, or even yearly basis – whatever is appropriate for the length
of time your marketing plan is. Planful’s marketing operations dashboard is a great way to track progress
and measure marketing performance.

✓ Marketing Budget Allocation Best Practices

We break down some best practices to help you spend your marketing budget seeing a great ROI.

5 Best Practices for Marketing Budget Allocation That Will Set You Up For Success

Now, you know how to perform the budget allocation process, we want to fully prepare you for what to
expect. Here are some of our best practices for allocating marketing budgets.
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Best Practice 1 : Allocate your budget based on where your audience is

Invest in platforms and channels to reach your ideal target audience. This seems simple, but it’s true for
any successful marketing plan. Knowing your audience inside and out will help you choose marketing
channels to reach your audience. Buyer’s journey will help you best understand how to allocate your
marketing budget to reach your target audience.

Best Practice 2 : Diversify Your Strategy

Omni-channel campaigns are extremely important in marketing. Yes, you should invest in campaigns and
strategies that bring success, but you should not put all of your eggs in one basket. For example, if you
spend too heavily on one campaign or channel, and suddenly, something happens to negatively affect that,
it can greatly hurt your performance. Instead, invest in multiple integrated campaigns to see which ones
work and which do not.

Best Practice 3 : Sync with Sales Team

Marketing budget allocation isn’t just for marketing teams. Sales teams should be included in a digital
marketing plan to help you reach your goals. When marketing and sales collaborate on budget allocation,
they can create a plan that puts both teams in the best position to succeed and reach their goals.

Best Practice 4 : Leverage Data

When approaching marketing budget allocations, data should be used throughout the process. When you
create your marketing plan and allocate budgets, data will provide the awareness to decide what to spend
on and how to formulate the plan. Not only can data help with marketing planning, but it can be used to
track your progress. Over time, you may find that some campaigns and strategies are more successful than
others. For those campaigns that are not effective, don’t be afraid to call it a loss and end the campaign.
Changing your plan and reallocating your marketing budget to be more successful across all channels and
campaigns can help you reach your goals more quickly.

Best Practice 5 : Practice Bottom-Of-The Funnel Marketing

Take a bottom-up approach to your marketing, and invest more in marketing that targets the bottom of the
conversion funnel. Invest in lead generation (for example, SEO, or Google Ads) to maximize bottom-of-
funnel marketing. Investing in those helps to minimize your risk and increases your potential marketing
ROI.

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RESOURCE ALLOCATION
When managing a number of different projects, the marketing team’s resource allocation gets out of hand.
The worst part is that on paper, everything is scheduled and planned neatly, which leads marketing managers
to think that they have enough time and recourses to undertake a few more projects. But in reality, it turns
out that every single team member is somehow allocated more than 100% of their time.
Wrong resource allocation leads to complexities in the workplace, as well as tons of missed
opportunities that could otherwise be turned into profit. The thing is that on paper, everything is usually
planned based on the idea that no accidents, emergencies, or problems will happen during the execution
phase. And even if you plan all that you can’t plan for every single thing, that may or may not happen in
the future. This is when problems begin to emerge.

So how do we fix the wrong resource allocation?

Resource allocation is the process of evaluating existing resources (human, hardware, time, budget, etc.)
and distributing them among a number of projects to balance the priorities of the company. This is the ideal
definition of resource allocation. But when you look at it closely, it misses a few important points:
o What happens when any sort of emergency (company or personal level) takes place?
o What if you onboard a new project?
Typically, it’s a good idea to allocate resources between existing projects and new projects by 100%, to
maximize job quality and minimize the amount of time needed to complete each project. But when a
new project comes into play with existing resources already allocated at 100%, how do you make the
shifts?
o What if the new project you onboard has a higher priority than the existing one?
Take the simplest example : the newer client pays x2 more than existing clients for almost the same
amount of jobs . What do you do then? Obviously, you can’t leave existing projects, but it will be stupid
to say “no” to the new one. So the definition should be something like: Resource allocation is the art of
continuously evaluating existing resources and distributing them across various projects, based on
project priority, the time needed to complete, amount of work to be done, etc. taking into consideration
the extra time for any emergency situations (company or personal).

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1) Constantly review your resource allocation plan

It’s essential to review the resource allocation plan from time to time, in order to minimize over/under
allocation issues. When a large team is working on a number of projects, the small issues that arises takes
additional time to complete, but in most cases, a good team player will not solve the problem. They will
simply proceed the project along with the problem. As more and more time goes, the number of those
mini problems grows and even the team members unconsciously work longer on a project than they are
supposed to, which automatically leaves less time for other projects. And that’s how a difficulty is created.
Knowing this, review the resource allocation plan with your team at least once a month to make sure
everything is under control.
2) Prioritize projects
When dealing with a project with high priority, it might be a good idea to allocate more resources to
that project than normal, to help finish it sooner. However, this can be tricky. When allocating too many
resources for a certain project, you need to make sure that you aren’t hurting too much others. For
example, if the project is short-term, this will be a good idea. Another thing to keep in mind is the
individual skills and differences of your team. There are people who typically work faster than others,
so when dealing with high-priority projects, have the faster guys deal with it.
3) Practice transparency
When dealing with wrong resource allocation, it’s almost impossible to set things right if you don’t
know the full story. Each team member should always communicate any problems/issues that they faced
or solved during the process, which came up out of nowhere and required additional time to complete.
The more information you gather, the more effectively you will be able to distribute tasks between team
members, taking into consideration time, individual skill, the number of people needed, etc.

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4) Encourage better communication and teamwork

Finally, regardless of how good you are at management, it’s always going to be harder to do it all alone.
Team members often know better how much time they need to complete a task, or how much extra time
they need. Encouraging better communication between team members will help sort things out faster.
For example, if a team member suddenly faces a problem that he can’t complete due to lack of time,
skill, or something else, another team member with better skills or more time to spare can rush to help.
This way, you will not only give your team a lot more freedom in their daily activities but also make
sure that emergencies/unexpected issues will be distributed with more efficiently. Proper recourse
allocation is one of the hardest parts of your marketing strategy. At the end of the day, you might not be
able to utilize all resources at 100%, no matter how hard you try. The best advice will be: In case when
one approach doesn’t work, try another route.
Thus don’t try do alone, marketing is carried out with the group of teams.

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UNIT – II

CAMPAIGN PLANNING AND EXECUTION

When marketers spend too much time focused on pushing creative boundaries, the front-end planning that
makes the campaign successful, can get shuffled. This results in last-minute missed deadlines and
exhausted budgets. Taking the time to properly plan and execute your online marketing campaign are the
two most important factors for success. Campaign planning and execution in digital marketing involves
several key steps:
❖ Define Your Goals: Start by setting the clear and measurable objectives for your campaign. Whether
it's increasing website traffic, generate leads, boosting sales, or brand awareness. Hence defining your
goals is crucial.
❖ Know Your Audience: Understand your target audience's demographics, interests, and behaviours.
This information is critical for crafting tailored messages(a process that “fits” the message to the
individual) and choosing the right platforms.
❖ Market Research: Analyze your competition and industry trends to identify opportunities and gaps
in the market.
❖ Budget Allocation: Determine your budget for the campaign. Consider factors like ad spend, creative
costs, and technology expenses.
❖ Choose Channels: Select the digital channels that align with your goals and audience. This might
include social media, email marketing, search engine marketing (SEM), content marketing, and more.
❖ Content Creation: Develop thrilling and relevant content for your campaign. This could be blog
posts, videos, social media posts and infographics(A visual representation of information, chart,
diagram, graph, Map) .
❖ Keyword Research: For search engine marketing, conduct keyword research to identify the most
relevant keywords for your ads.
❖ Create a Content Calendar: Plan the timing and frequency of your content or ad releases. A content
calendar helps you stay organized.
❖ Set Up Analytical tools: Implement tracking tools such as Google Analytics to monitor the
performance of your campaign. This allows you to make data-driven(analyze) decisions.
❖ Campaign Execution: Launch your campaign across selected channels and closely monitor its
performance.
❖ Data Analysis: Analyze the data collected during the campaign to identify trends, areas for
improvement, and awareness that can inform future marketing efforts.

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❖ Campaign Timeline: Create a detailed timeline outlining when each part of the campaign will be
executed, from content creation to distribution.
❖ A/B Testing: Continuously test different elements of your campaign, such as ad copy or landing
pages, to optimize performance.
❖ Optimize and Adjust: Based on the data and feedback you gather, make adjustments to improve
your campaign's effectiveness.
❖ Regular Reporting: Provide regular reports to stakeholders, demonstrating the campaign's progress
toward your goals.
❖ Engage with Your Audience: Be responsive to comments, messages, and feedback from your
audience, strengthen engagement and building relationships.
❖ Compliance and Legal Considerations: Ensure that your campaign complies with relevant
regulations and legal requirements.
❖ Scaling or Ending the Campaign: Decide whether to scale up(extend) a successful campaign or
end it if it's not meeting your objectives.
❖ Learn and Iterate: After the campaign, analyze the results, learn from your successes and failures,
and use those as awareness to inform future campaigns.
❖ Post-Campaign Analysis: After the campaign has concluded, conduct a evaluation analysis to
document that, what worked well and what didn't. Use this information to inform future campaigns.

Hence Digital marketing campaigns require careful planning and execution , continuous monitoring, and
adaptability to succeed in Marketing.

MONITORING AND ADJUSTING DIGITAL MARKETING

CAMPAIGNS.
Monitoring the data from marketing campaigns can help companies evaluate the success of their marketing
efforts, create more efficient budgets and optimize marketing strategies for the future. Understanding how to
track marketing efforts and use that information to improve your results could help to meet your goals and
satisfy your clients or teammates.
Here are nine steps for monitoring adjusting your Digital Marketing campaigns:
1. Discuss priorities
Discuss about what you want this campaign to accomplish. If you're a marketer, while designing this
campaign for a client, ask the client about their hopes for the campaign, their company's current objectives
and their overall long-term goals. If you work internally for a company, meet with the decision-makers,

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such as supervisors, department managers or company leaders. Discuss weather the campaign can
accomplish according to their hopes and any departmental /company goals relevant to the campaign.
2. Create SMART goals
Decide on several SMART goals for your marketing campaign. SMART goals mean your objectives are
specific, measurable, achievable, realistic and time-based. Consider the priorities and hopes discussed for
the campaign and design your SMART goals. For example, if your client wants to generate more leads,
one of your campaign SMART goals might help to track and increase the number of people subscribing
to their newsletter.

3. Decide on monitoring systems

Determine what you're going to track during the campaign and how you're going to track that information.
How you monitor your campaign depends on the type of campaign you're launching. If you decide to use
multiple marketing channels, then you can include several tracking methods into your campaigns, such as
call tracking and website analytics.
Marketing channels you may use in your campaign include:
• Emails
• Social media posts
• Television commercials (TV Ads)
• Blogs
• Social media ads
• E-books
• Billboards
• Forums
• Opportunities on other websites, such as guest blogs
• Radio commercials
• White pages
• Paid search results
• Print materials, such as brochures or flyers

4. Design clear branding for the campaign

Use specific and original branding in your marketing campaign. Having unique branding for your
marketing campaign makes it easier to track your data. This is especially true when monitoring some
digital aspects of your campaign, such as news results, social media updates and blog posts. Most web
analytics programs track the results of your campaign by looking for specific keywords online. These
keywords may be specific to the campaign, but they can also be your company's name or slogan. Using

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original branding can help ensure that your tracking tools monitor only your campaign instead of unrelated
results as well. For example, if you want to use a social media hashtag as part of your campaign, choose
a unique hashtag phrase to minimize the chances of gathering data about another topic or company using
the same hashtag.
5. Set up monitoring alerts
Create tracking alerts for your marketing campaign. If your part of campaign is digital, set up an alert
system with your tracking tool to receive notifications about new online results related to your campaign.
Use any keywords specific to your campaign, as well as related terms such as your brand name, industry
terms or competitors. You can also create alerts for specific websites, such as social media platforms or
news outlets. With some tracking tools, you can filter your alert results based on factors like geographic
location or language. If you receive too many alert notices, figure out a system for organizing and
prioritizing alerts. For example, you could create different folders or tags within your email inbox for each
campaign keyword.

6. Build campaign awareness

Increase awareness for your campaign while it's underway(process carrying). How do you create
momentum(speed) for your campaign may depend on your marketing channels, techniques, SMART goals
and related factors. Here are a few strategies for building public awareness of your campaign:
 Identify and support influencers: Influencers are people or companies with large public followings.
Use your tracking tools to find influencers for your campaign and encourage them to keep supporting
your brand.
 Join relevant conversations: Find and participate in conversations relevant to your campaign. For
example, if you find a forum where people discuss about household talks, you could bring up your
company’s current marketing campaign.
 Launch a promotion: Conduct a special offer related to your campaign, such as giving away free
samples, announcing a limited-time sale or offering a unique bundle of items or services.

7. Adjust your campaign accordingly

Depending on the goals, techniques and real-time results of your marketing campaign, you may want
to modify the details of your campaign as it's happening. For example, if you notice that one of your
digital ads is performing significantly better than another, try optimizing one aspect of the less
successful ad, such as its design or slogan.

8. Make progress reports

Create regular updates while the campaign is underway. Let clients or managers know how the campaign
is carried out by sending consistent updates. Some tracking tools allow you to establish automatic
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updates or regular add ups of recent updates that you can forward directly to clients or stakeholders. You
might also give them guest access to your tracking tool account that allows them to view the campaign
results in real time.
9. Plan for the future
When your campaign is over, analyze the results in relation to your SMART goals. Determine how well
you achieved your initial objectives and what factors were most successful. Design a plan based on your
data for what to repeat and what to alter for your future marketing campaigns.

INTRODUCTION TO SOCIAL MEDIA MARKETING

Definition : Social Media Marketing also called as “SMM” which uses the social media platforms
to interact with customers to build brands, increase sales and drive website traffic.
➢ Business in now a days is dominated by customers and their demands. Social Media Marketing is a
must channel to target a wider customer base and expand your business.
➢ SMM is the activity of driving website traffic through social media sites. Social Media is an internet-
based form of communication .
➢ There are many forms of Social Media including blogs, micro-blogs, wikis, social networking sites,
photo sharing sites, instant messaging, video sharing sites, podcasts, widgets, virtual worlds and many
more.
➢ Within 18 years, from 2004 (when My Space became the first social media site to reach 1 million
users) to 2022, the dramatic growth of interactive digital channels took social media to levels that
challenges even the reach of television and radio. At the start of 2023, there were 4.76 billion social
media users globally – over 59% of the world’s population.
➢ With over 80% of consumers reporting that social media --- especially influencer content ---
significantly impacts buying decisions, marketers across industries are driving the evolution of SMM
from a stand-alone tool to a multi directional source of marketing intelligence on an increasingly
important and growing audience.

OVERVIEW OF SOCIAL MEDIA MARKETING

Social media marketing first started with publishing. Businesses were sharing their content on social
media to generate traffic to their websites and, hopefully, sales. But social media has matured far beyond
being just a place to broadcast content.

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Nowadays, businesses use social media in a myriad of different ways. For example, a business that is
concerned about what people are saying about its brand would monitor social media conversations and
response to relevant mentions (social media listening and engagement). A business that wants to understand
how it’s performing on social media would analyze its reach, engagement, and sales on social media with
an analytics tool (social media analytics). A business that wants to reach a specific set of audience at scale
would run highly-targeted social media ads (social media advertising). As a whole, these are often also
known as social media management.

The Five Core Pillars of Social Media Marketing

 Strategy
 Planning and Publishing
 Listening and Engagement
 Analytics and Reporting
 Advertising

Importance of social media marketing

➢ Audience Insights: Social media platforms provide valuable insights into audience behaviors,
preferences, and demographics. This data helps businesses tailor their marketing strategies to better meet
the needs and interests of their target audience.
➢ Brand Visibility: Maintaining an active presence on social media increases brand visibility. Regular
posts and interactions keep the brand in the minds of consumers, contributing to recall when they make
purchasing decisions.
➢ Community Building: Social media fosters the creation of communities around a brand. Businesses can
engage with their audience, encourage discussions, and build a loyal customer base. This sense of
community enhances brand advocacy and word-of-mouth marketing.
➢ Viral Potential: Compelling content on social media has the potential to go viral, reaching a much larger
audience than initially anticipated. Virality can significantly boost brand awareness and lead to increased
engagement.
➢ Customer Service: Social media provides a direct channel for customer communication. Businesses can
address inquiries, resolve issues, and provide support in real-time. Prompt and transparent customer
service on social platforms contributes to positive brand perception.
➢ Competitive Advantage: A strong social media presence can set a business apart from competitors. It
showcases a company's modernity, accessibility, and willingness to engage with customers in the digital
sphere.

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➢ Ad Targeting: Social media platforms offer sophisticated advertising tools with precise targeting options.
Businesses can create and deliver ads to specific demographics, ensuring their messages are seen by the
most relevant audience.
➢ Feedback and Market Research: Social media platforms serve as valuable channels for gathering
feedback and conducting market research. Businesses can learn about customer preferences, industry
trends, and competitors, helping them make informed business decisions.
➢ Lead Generation: Social media is an effective tool for lead generation. Through targeted content and
advertising, businesses can attract potential customers and guide them through the sales funnel.
➢ Influencer Collaborations: Partnering with influencers on social media can amplify a brand's reach.
Influencers have dedicated followers, and their endorsement can enhance brand credibility and introduce
products or services to a wider audience.
In essence, social media marketing goes beyond mere promotion; it facilitates meaningful
connections, enables targeted communication, and plays a vital role in shaping a brand's online
reputation.

Advantages of social media marketing:

➢ Increased Brand Awareness: Social media platforms provide a global stage for businesses to showcase
their brand. Consistent and engaging content helps increase brand visibility and awareness among a wide
audience.
➢ Cost-Effective Marketing: Compared to traditional advertising, social media marketing is often more
cost-effective. Many social media platforms offer affordable advertising options, making it accessible for
businesses of all sizes.
➢ Direct Audience Engagement: Social media allows direct interaction with the target audience through
comments, likes, and shares. This engagement builds a sense of community and fosters relationships
between the brand and its customers.
➢ Targeted Advertising: Social media platforms provide sophisticated targeting options, allowing
businesses to tailor their ads to specific demographics, interests, and behaviors. This targeted approach
increases the efficiency of marketing efforts.
➢ Real-Time Feedback: Social media facilitates real-time feedback from customers. Businesses can gather
insights into customer opinions, preferences, and concerns, enabling them to make quick adjustments to
their strategies.
➢ Brand Loyalty: Regular interaction and engagement on social media contribute to building brand loyalty.
Customers who feel connected to a brand through social media are more likely to remain loyal and
advocate for the brand.

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➢ Improved Website Traffic: Social media is an effective channel for driving traffic to a business's website.
Shared links and engaging content encourage users to visit the website, potentially leading to conversions.
➢ Global Reach: Social media transcends geographical boundaries, allowing businesses to reach a global
audience. This is particularly advantageous for businesses looking to expand their market beyond local or
regional limits.
➢ Insights and Analytics: Social media platforms provide analytics tools that offer valuable insights into
the performance of marketing efforts. Businesses can track key metrics, assess the effectiveness of
campaigns, and make data-driven decisions.
➢ Influencer Partnerships: Collaborating with influencers on social media can amplify a brand's reach.
Influencers have dedicated followers, and their endorsement or promotion of a product can significantly
impact brand visibility and credibility.

Disadvantages of social media marketing:

➢ Negative Feedback and Publicity: Social media exposes businesses to immediate and public feedback.
Negative comments or criticisms can harm a brand's reputation, and managing such incidents requires
careful handling to avoid further damage.
➢ Time-Consuming: Maintaining an active and engaging social media presence requires time and
consistent effort. Creating content, responding to comments, and managing various platforms can be
timeconsuming, especially for businesses with limited resources.
➢ Dependency on Platform Algorithms: Social media algorithms determine the visibility of content.
Changes in these algorithms can impact how content is shown to users, affecting the reach and
effectiveness of marketing efforts.
➢ Privacy Concerns: The collection and use of customer data for targeted advertising raise privacy
concerns. Striking a balance between personalization and respecting user privacy is a challenge for
businesses engaged in social media marketing.
➢ Platform Saturation: The abundance of content on social media platforms can lead to saturation.
Businesses may find it challenging to stand out and capture the attention of their target audience amidst
the vast amount of information.
➢ Risk of Negative Virality: While social media can amplify positive messages, it can also magnify
negative incidents. A single unfavourable event or negative comment has the potential to go viral, causing
significant harm to a brand's image.

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➢ Platform Selection Dilemma: Choosing the right social media platforms for a specific target audience
can be challenging. Not all platforms may be suitable, and investing resources in the wrong channels can
result in a lower return on investment.
➢ Continuous Monitoring Required: Social media requires constant monitoring to stay updated on trends,
comments, and emerging conversations. Ignoring or neglecting this monitoring may lead to missed
opportunities or a delayed response to issues.
➢ Short Attention Spans: Users on social media often have short attention spans. Crafting content that
quickly captures and retains attention is essential, and failure to do so may result in content being
overlooked.
➢ Potential for Miscommunication: The immediacy of social media communication leaves little room for
error. Miscommunications or misunderstandings can occur, and businesses must be diligent in crafting
clear and accurate messages.

Key features / characteristics of social media marketing

➢ Interactivity: Social media platforms enable direct interaction between businesses and their audience.
Users can like, share, comment, and engage with content, fostering a sense of community around the
brand.
➢ Real-Time Communication: Social media facilitates instant communication. Businesses can share
updates, respond to customer inquiries, and address issues in real-time, creating a dynamic and responsive
online presence.
➢ Visual Content: Visual elements such as images, videos, and infographics play a significant role in social
media marketing. Eye-catching visuals are more likely to capture the attention of users scrolling through
their feeds.
➢ User-Generated Content: Encouraging users to create and share content related to a brand is a powerful
aspect of social media marketing. User-generated content can enhance authenticity, trust, and brand
advocacy.
➢ Hashtags: Hashtags are used to categorize and discover content on social media platforms. Businesses
leverage hashtags to increase the discoverability of their content and to participate in trending
conversations.
➢ Targeted Advertising: Social media platforms offer robust advertising tools with precise targeting
options. Businesses can tailor their ads based on demographics, interests, and behaviors, ensuring they
reach the most relevant audience.

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➢ Analytics and Insights: Social media analytics provide valuable data on the performance of campaigns.
Businesses can track metrics such as engagement, reach, and conversions, allowing for informed decision-
making and optimization.
➢ Storytelling: Social media allows businesses to tell their brand story in a compelling and authentic way.
Storytelling humanizes the brand, making it relatable and connecting with the emotions of the audience.
➢ Platform Diversity: Different social media platforms cater to various audiences and content formats.
Businesses often use a mix of platforms to reach their target audience effectively, considering the unique
characteristics of each.
➢ Trend Awareness: Social media marketing requires staying attuned to current trends and popular topics.
Leveraging trending content can increase visibility and engagement, keeping the brand relevant in the
eyes of the audience.
➢ Customer Feedback and Listening: Social media serves as a channel for customers to provide feedback.
Businesses actively listen to customer conversations, address concerns, and use feedback to improve
products or services.
➢ Consistency: Consistency in branding, messaging, and posting frequency is crucial on social media. A
cohesive and consistent presence helps reinforce the brand identity and fosters recognition among
followers.

SOCIAL MEDIA PLATFORMS AND THEIR FEATURES

SOCIAL MEDIA PLATFORMS
Definition : Social media platforms are well known for messaging, streaming, blogging, or a mix of all
which has taken the world. Most people have at least one account on a certain platform, and most of us have
several.
There are several platforms and they include :
 Facebook Ads
 Twitter Ads
 LinkedIn Ads
 Instagram Ads
 Tik Tok Ads
 Snapchat Ads
 Pinterest Ads
 Skype Ads
 Telegram Ads
 WhatsApp Ads
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 Facebook Ads It’s the world’s largest social network businesses use to target their audience globally. It
consists of organic reach and boosted posts.
 Twitter Ads It is famous for it’s short posts. It provides the great opportunity to reach the target audience,
boost up their sales and promotion.
 LinkedIn Ads It’s a great digital marketing platform to connect with professionals including employers,
business partners, corporates, competitors, clients, customers. It is great for influencing, networking and
growing brands.
 Instagram Ads It is famous for it’s feed post, stories, reels and IGTV. It’s main advantage is influencer
marketing with the user generate ads.
 Tik Tok Ads It is popularly known for dancing and also many more categories. It helps digital marketers
to influencer marketing, helps to create organic viral content.
 Snapchat Ads The essential function is to take a picture or video, add filters, lenses, or other effects, and
share it with friends. It helps for app marketing, location-based marketing and feel good content.
 Pinterest Ads Pinterest is a social media service that's famous for being a visual discovery engine for
finding ideas. It's used to identify and share image and video content. Pinterest is helpful in building
awareness, connect with your audience, and drive traffic to your website.
 Skype Ads Skype is famous for being a peer-to-peer messaging service and a telecommunications
application that allows users to communicate directly without having to rely on a central server.
Advertising on Skype can help brands reach a broad audience, generate global engagement, and support
large-format, interactive ads.
 Telegram Ads Telegram is a cloud-based instant messaging app that's known for its security and privacy
policies. It's a popular choice for personal and professional communication. Telegram Ads are a paid form
of marketing that allows businesses to reach out to a more targeted audience.
 WhatsApp Ads WhatsApp is a free, multiplatform messaging app that lets you make video and voice
calls, send text messages, and more. These ads bring leads and customers right to a WhatsApp chat with
your brand, so your team can talk to shoppers right away and encourage conversions.

FEATURES OF SOCIA MEDIA PLATFORM

Not every social media app that hits the market is going to go viral. However, there are a few things
you can do to nudge it in the right direction. When strategizing the concept for your new social media app,
it’s important to closely examine the features of the current most popular applications. While they all have
signature traits, there are certain commonalities between them.

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Here are 10 key features every social media app should have:
1: Simple and Friendly User Interface (UI)
One of the first things you should consider during the Ideation process of building your app is its User
Interface (UI). In other words, the means by which users interact with software. An app’s UI incorporates
several elements, the content and media layout, input controls, navigation, and more. Regardless of your
target audience, your social media app should have a simple and easy to navigate UI that allows users to find
what they are looking for quickly and hassle-free.
2: Visually Appealing and Accessible Design
Many times, new social media applications fail to gain users because they are poorly designed. They may
have a bunch of random, inconsistent elements that do not mesh well and create a sensory overload for users,
preventing it from being accessible to everyone. Just like any other application, a social media app should
have a consistent, accessible, and seamless design with fonts and color schemes that are carefully chosen
to promote a cohesive and pleasant User Experience.
3: Secure Login
Social media app users are likely to share a range of information, whether publicly or privately. Because of
this, their information must be kept as secure as possible to prevent malware attacks or identity theft. A key
feature of social media apps is the ability to create a unique user account with personal login settings and
identification methods that allow users to provide their name, contact information, location, occupation, and
other personal data to the extent they choose as well as multiple verification methods for logging in, such as
a backup email or code authentication. Through DevOps best practices, you will be able to secure users’ data.
4: Networking Element
They don’t call it “social media” for nothing! Among the most sought-after social media features is the ability
to create a personal or professional network. The network may consist of friends, family, colleagues, or
people with similar interests. It’s up to the user to choose. Some people create accounts for personal
networking and others for business purposes, however, it’s important to ensure your app allows users to add
one another into their networks and follow one another.
5: Content Sharing Method
Most social media app users want to share things with their network. Content sharing is one of the best social
media app features because it facilitates communication between people and lets users feel more connected,
even when they are far away from each other. Content sharing can include the ability to post and send photos
or videos as well as the ability to allow users to comment on what is shared.
6: Messaging System
Similar to content sharing, one of the top features of social media apps is that they allow users to send both
public and private messages to each other. Many social media apps even offer the option for users to engage

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in group chats and video calls. As long as users are connected to a WiFi network, messaging services will
not affect the user’s data plans. This is a much easier (and affordable) way to stay in touch with people vs
long distance calls or expensive text messages. Thanks to 5G technologies, these social media app features
are expected to improve in the years to come.
7: Open Forum
There’s no easier way to connect with like-minded individuals than through social media. Social media apps
allow users to voice their opinions, rally together for a cause, or even discuss their hobbies. If you are thinking
of building a social app, consider adding a forum-type platform through which users with similar interests
can talk about their topics of choice.
8: Real-Time Notifications
Real-time notifications and an activity feed are key social media features. Users want to stay in the know
and be alerted when someone they are following posts, when a business they are following has a sale, or
when a significant event occurs in the news. Be sure to include this feature in your app.
9: Customizable Privacy Settings
There are users that enjoy sharing their information publicly and there are those that prefer to keep their
content restricted to only users they know. A main feature among social media apps is allowing users to
control their privacy settings. Your app should allow users to determine who can view their profiles, how
much of their information is shared, and the ability to opt-out of certain marketing tactics, like tracking online
browsing or shopping experiences.
10: Versatility and Responsiveness
Finally, among the top features of social media apps is the ability for users to access the platform via desktop
and mobile and for the UI to adapt and be responsive to different devices and screen sizes without losing any
elements or deteriorating in quality. There should be little to no difference between what users see when they
access your social app on their tablet vs their smartphone vs their laptop. Consider having a PWA version of
your social media app so that users can access it easily through their browsers.

CREATING AND OPTIMIZING SOCIAL MEDIA PROFILES

CREATING SOCIAL MEDIA PROFILES
Creating a social media profile for digital marketing involves several steps. Here's a general guide to get you
started:
1. Choose the Right Platform : Select social media platforms that align with your target audience. Common
choices include Facebook, Instagram, Twitter, LinkedIn, and Pinterest.

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2. Create a Business Account : Most platforms offer business or creator account options. Use these for
access to analytics and marketing tools.
3. Profile Setup :
- Profile Picture : Use a professional logo or a high-quality image of your brand.
- Cover Photo : Create an eye-catching cover image that represents your brand.
- Bio/About Section : Write a concise, engaging description of your business.
4. Content Strategy :
- Plan your content - what type of content will you post (images, videos, articles, etc.)?
- Determine your posting schedule and frequency.
- Create a content calendar to stay organized.
5. Engagement Strategy :
- Interact with your audience through comments, likes, and direct messages.
- Respond to comments and messages promptly.
- Use relevant hashtags to expand your reach.
6. Content Creation :
- Create high-quality, engaging content that provides value to your audience.
- Incorporate visual branding elements, like colors and fonts, into your content.
7. Analytics and Tracking :
- Use the platform's analytics tools to measure the performance of your posts.
- Adjust your strategy based on what's working and what's not.
8. Paid Advertising : Consider using paid advertising to reach a broader audience. Most platforms offer
advertising options.
9. Consistency and Patience : Building a strong online presence takes time. Be consistent and patient in
your efforts.
10. Monitor and Adapt : Stay updated with the latest trends and algorithm changes on the platforms you're
using. Adapt your strategy as needed.
11. Legal and Ethical Considerations : Ensure that your content complies with the platform's rules and
regulations. Respect user privacy and data protection laws.
12. Engage with Influencers : Collaborate with influencers in your niche to expand your reach.
Remember that digital marketing on social media is an ongoing process. It requires dedication and
continuous improvement to achieve your goals.

OPTIMIZING SOCIAL MEDIA PROFILES

In today's digital age, having a strong social media presence is crucial for businesses to connect with
their audience, build brand awareness, and drive sales. A well-optimized social media profile not only helps
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in attracting potential customers but also establishes your brand's credibility and trust. In this article, we will
discuss 6 essential tips for optimizing your business's social media profiles to ensure maximum engagement
and growth.
1. Choose the Right Platform
Before you start optimizing your social media profiles, it's essential to choose the right platforms that suit
your business needs and target audience. Each platform has its unique features, user base, and content
preferences. For instance, Instagram is perfect for visual-driven content, while LinkedIn is ideal for
professional networking and B2B marketing. Research and analyze each platform's demographics, and select
the ones that align with your target audience and marketing goals.
2. Create a Consistent Brand Image
Consistency is key when it comes to building a strong brand presence on social media. Your profile picture,
cover photo, and username should be consistent across all platforms, making it easy for users to recognize
and connect with your brand. Use high-quality images that represent your brand identity, and ensure that
your username is short, memorable, and relevant.
Moreover, maintain a consistent tone and style in your content, as it helps in creating a balanced brand
experience for your audience. This also includes using your brand's color palette, fonts, and messaging in
your visuals and captions.
3. Optimize Your Bio and Description
Your social media bio or description is the first thing users see when they visit your profile. It's your chance
to make a strong impression and showcase your brand's personality and values. Make sure to include relevant
keywords and phrases related to your industry, as it helps in improving your profile's visibility in search
results.
Also, consider including a call-to-action (CTA) in your bio, such as "Shop Now" or "Sign Up for Our
Newsletter," to encourage users to take the desired action. Don't forget to add your website or landing page
link to direct users to your online store or blog.
4. Share Valuable and Engaging Content
Content is the backbone of your social media presence, and sharing valuable, engaging content is crucial for
building a loyal following and driving engagement. Focus on creating a content mix that caters to your
audience's needs and preferences, including promotional, educational, entertaining, and user-generated
content. Use attention-grabbing visuals, such as images, videos, and GIFs, to make your content stand out in
the crowded social media landscape. Also, experiment with various content formats, like stories, live streams,
and polls, to keep your audience engaged and interested.

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5. Use Relevant Hashtags and Keywords

Hashtags and keywords play a significant role in increasing your content's visibility and reach on social
media. Research and identify popular and relevant hashtags in your industry, and include them in your
captions to improve your chances of appearing in search results and trending conversations.
However, avoid using too many hashtags, as it can make your captions look cluttered and unprofessional.
Stick to a maximum of 5-10 hashtags per post, and make sure they are relevant to your content and target
audience.
6. Engage with Your Audience
Social media is all about building relationships and fostering connections with your audience. Make sure to
actively engage with your followers by responding to their comments, messages, and mentions. This not only
helps in building trust and loyalty but also encourages more users to interact with your brand.
Additionally, consider collaborating with influencers, hosting giveaways, and participating in industry-
related discussions to increase your brand's visibility and credibility.

All in all, optimizing your social media profiles is an ongoing process that requires continuous effort
and experimentation. By implementing these six tips, you can create a strong and memorable social media
presence that helps your business grow and thrive in the competitive digital landscape. Remember, the key
to success on social media lies in staying authentic, consistent, and responsive to your audience's needs and
preferences.

SOCIAL MEDIA CONTENT STRAGTEGY

Crafting a solid social media content strategy is crucial in digital marketing. Here's a breakdown of steps to
consider:
1. Define Goals and Audience : Identify what you want to achieve (brand awareness, engagement, sales)
and understand your target audience (demographics, interests).
2. Platform Selection : Choose platforms aligned with your audience and goals (Facebook, Instagram,
Twitter, LinkedIn, TikTok, etc.).
3. Content Calendar : Develop a content calendar outlining the type of content to post, when, and on
which platform. This could include curated content, original posts, videos, stories, polls, etc.
4. Content Mix and Themes : Diversify content types to keep your feed engaging. Mix promotional
content with educational, entertaining, and user-generated content. Incorporate themes or campaigns to
maintain consistency and resonance.
5. Visual Identity : Maintain a consistent visual style (colors, fonts, imagery) across your posts to reinforce
brand recognition.
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6. Engagement and Interaction : It's not just about posting; it's about engaging with your audience.
Respond to comments, messages, and user-generated content promptly.
7. Hashtags and Keywords : Use relevant hashtags and keywords to expand your reach and make your
content discoverable.
8. Analytics and Optimization : Regularly track metrics (engagement, reach, conversions) to understand
what works. Adjust your strategy based on these insights to optimize performance.
9. Paid Advertising : Incorporate paid advertising to boost visibility. Target specific demographics or
retarget website visitors to enhance ROI.
10. Community Building : Foster a community by initiating conversations, creating polls, hosting Q&A
sessions, and encouraging user-generated content.
11. Stay Updated and Adapt : Social media trends evolve rapidly. Stay updated with new features, trends,
and changes in algorithms to adapt your strategy accordingly.
12. Test and Experiment : Don’t be afraid to try new things. Experiment with different content formats,
posting times, and strategies to see what resonates best with your audience.

Remember, a successful social media strategy isn’t set in stone. It should continuously evolve based
on audience feedback and platform changes. Flexibility and responsiveness are key.

SOCIAL MEDIA ADVERTISING AND ANALYTICS

SOCIAL MEDIA ADVERTISING

Social media advertising is a form of digital marketing that uses paid ads on social media networks to reach
a target audience. These ads can help marketers promote their brand and drive sales on popular social media
channels.
Here are some key aspects of social media advertising:
1. Platform Selection:
- Choose the social media platforms that align with your target audience. Popular platforms for advertising
include Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat.

2. Targeting:
- Social media platforms offer advanced targeting options. You can define your audience based on
demographics, interests, behaviours, location, and more. This helps ensure your ads are shown to the most
relevant users.
3. Ad Formats:

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- Different platforms support various ad formats, such as image ads, video ads, carousel ads, and stories.
Tailor your content to fit the format and style of each platform for maximum engagement.
4. Budgeting:
- Social media advertising allows you to set daily or lifetime budgets, giving you control over how much
you spend. You can also bid for ad placements, and the cost can vary based on factors like competition and
audience targeting.
5. Ad Creatives:
- Create visually appealing and compelling ad creatives. Use high-quality images or videos and craft
concise and engaging ad copy. A/B testing can help identify the most effective elements.
6. Ad Placement:
- Decide where your ads will appear on the platform. Options may include the feed, sidebar, stories, or in-
stream placements. Consider the user experience and the type of content users are most likely to engage with.
7. Analytics and Tracking:
- Most social media platforms provide analytics tools to track the performance of your ads. Monitor metrics
such as reach, engagement, clicks, conversions, and return on investment (ROI). Use these insights to
optimize your future campaigns.
8. Testing and Optimization:
- Social media advertising is dynamic. Regularly test different ad creatives, targeting options, and
messaging to identify what resonates best with your audience. Adjust your strategy based on the performance
data you gather.
9. Compliance and Policies:
- Familiarize yourself with the advertising policies of each social media platform to ensure your ads comply
with their guidelines. Non-compliance can result in ad rejection or account suspension.
10. Customer Interaction:
- Social media provides a platform for direct interaction with your audience. Respond promptly to
comments, messages, and feedback to build a positive relationship with your customers.

Social media advertising can be a powerful tool when used strategically. It allows businesses to reach
a highly targeted audience and build brand awareness in a cost-effective manner.

SOCIAL MEDIA ANALYTICS

The first step for effective social media analytics is developing a goal. Goals can range from increasing
revenue to pinpointing service issues. From there, topics or keywords can be selected and parameters such
as date range can be set. Sources also need to be specified — responses to YouTube videos, Facebook
conversations, Twitter arguments, Amazon product reviews, comments from news sites. It is important to

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select sources pertinent to a given product, service or brand. Typically, a data set will be established to support
the goals, topics, parameters and sources. Data is retrieved, analysed and reported through visualizations that
make it easier to understand and manipulate.
These steps are typical of a general social media analytics approach that can be made more
effective by capabilities found in social media analytics platforms.
➢ Natural language processing and machine learning technologies identify entities and relationships in
unstructured data — information not pre-formatted to work with data analytics. Virtually all social media
content is unstructured. These technologies are critical to deriving meaningful insights.
➢ Segmentation is a fundamental need in social media analytics. It categorizes social media participants by
geography, age, gender, marital status, parental status and other demographics. It can help identify
influencers in those categories. Messages, initiatives and responses can be better tuned and targeted by
understanding who is interacting on key topics.
➢ Behaviour analysis is used to understand the concerns of social media participants by assigning
behavioural types such as user, recommender, prospective user and detractor. Understanding these roles
helps develop targeted messages and responses to meet, change or deflect their perceptions.
➢ Sentiment analysis measures the tone and intent of social media comments. It typically involves natural
language processing technologies to help understand entities and relationships to reveal positive, negative,
neutral or ambivalent attributes.
➢ Share of voice analyses prevalence and intensity in conversations regarding brand, products, services,
reputation and more. It helps determine key issues and important topics. It also helps classify discussions
as positive, negative, neutral or ambivalent.
➢ Collection of analysis can uncover hidden conversations and unexpected insights. It makes associations
between keywords or phrases that appear together frequently and derives new topics, issues and
opportunities. The people that make baking soda, for example, discovered new uses and opportunities
using clustering analysis.
➢ Dashboards and visualization charts, graphs, tables and other presentation tools summarize and share
social media analytics findings — a critical capability for communicating and acting on what has been
learned. They also enable users to grasp meaning and insights more quickly and look deeper into specific
findings without advanced technical skills.

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UNIT – III

EMAIL MARKETING
Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing,
that uses email to promote your business's products or services. It can help make your customers aware of
your latest items or offers by integrating it into your marketing automation efforts.

INTRODUCTION TO EMAIL MARKETING

Email is one of the oldest forms of digital communication, but its popularity has not waned over the years.
With more than 4 billion email users in the world, it still enjoys a user base that surpasses the most popular
social media platforms. In 2021, around 319.6 billion emails were sent and received every day all over the
world. With that sort of traffic, email becomes an indispensable tool in the arsenal of any digital marketer
and/or brand.
With email, marketers and brands can interact with customers on a more intimate level by entering their
private space: their inboxes. Additionally, email marketing allows you to own the connection with your
customer; you need not worry about algorithms pushing you around.
Types Of Emails
Below are the types of effective marketing emails :
➢ Transactional Emails
➢ Email newsletters
➢ Transactional Emails
Transactional email is an automatic email system. Transactional emails may also be called triggered emails.
They are triggered by user interaction, these emails are sent to one person, rather than too many people at a
time. For example, when a customer buys a product or makes a reservation, emails are sent out to confirm
that transaction. Transactional emails are an opportunity to introduce or extend the email relationship with
customers. These emails include,
• Welcome emails
• Account creation emails
• Password reset emails
• Order confirmation emails
• Thank you emails
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• Order status emails

• Reorder emails
• Purchase Receipt emails
• Account balance updates
• Review request emails

➢ Email newsletters
The email newsletter is one of the most effective types of email marketing strategy. An email newsletter is a
message that is sent out to customers at a regular interval. It may be sent daily, weekly, monthly or annually.
Newsletter emails inform customers of current promotions, sales, and the newest offering.
Newsletters usually don't have explicit sales messages. It informs users about your products and it tells them
what you have been up to and it helps you to build a unique relationship with your customers. It creates
awareness of your company, product, or brand. It drives page views to your website as well. Types of content
in email newsletters are
• Articles about your industry
• Letter from the CEO or other executive
• Product testimonials
• Success stories or customer spotlights
• Educational articles
• Links to useful sections of your website
• Question and answer columns
• Special offers or coupons
• Opinion columns from experts
• Tips and advice columns
• Product reviews and announcements of new products
• Upcoming events calendars
• Contest announcements
• Featured quotes
• Surveys, polls, and feedback

Importance of Email marketing

➢ Direct Communication: Email allows businesses to communicate directly with their audience. It
provides a personalized and one-on-one channel for sharing information, promotions, and updates.

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➢ Targeted Messaging: Email marketing enables businesses to send targeted messages to specific segments
of their audience. This level of segmentation allows for personalized and relevant content, increasing the
likelihood of engagement.
➢ Cost-Effective: Compared to traditional marketing channels, email marketing is cost-effective. It
eliminates printing and postage costs, making it an efficient way to reach a large audience without a
substantial financial investment.
➢ Measurable Results: Email marketing platforms offer analytics tools that track key metrics such as open
rates, click-through rates, and conversion rates. This data provides insights into the effectiveness of
campaigns, allowing for continuous improvement.
➢ Automation and Efficiency: Automation tools in email marketing streamline repetitive tasks. Businesses
can set up automated campaigns, such as welcome emails or drip campaigns, saving time and ensuring
timely communication with subscribers.
➢ Customer Retention: Email marketing is effective for nurturing customer relationships. Regular
communication through newsletters, updates, and exclusive offers helps retain existing customers and
encourages repeat business.
➢ Global Reach: Email transcends geographical boundaries, allowing businesses to reach a global
audience. This is particularly valuable for online businesses or those looking to expand their market
beyond local borders.
➢ High Conversion Rates: Email marketing often has high conversion rates compared to other marketing
channels. Since messages are delivered directly to subscribers who have opted in, the audience is already
interested in the brand or its offerings.
➢ Personalization: Email marketing platforms allow for personalized content based on user preferences,
behaviors, and demographics. Personalized emails are more likely to capture attention and resonate with
recipients.
➢ Mobile Accessibility: With the prevalence of mobile devices, emails can be easily accessed on
smartphones and tablets. This enhances the reach of email marketing campaigns, ensuring that messages
are accessible to users on the go.
➢ Permission-Based Marketing: Email marketing relies on permission-based communication. Subscribers
have opted in to receive messages, indicating an interest in the brand. This often results in a more receptive
audience.
➢ Brand Consistency: Email campaigns provide a consistent brand experience. Businesses can use
branded templates, logos, and messaging, reinforcing brand identity and creating a cohesive customer
experience.

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Advantages of Email Marketing

➢ Cost-Effectiveness: Email marketing is cost-effective compared to traditional marketing channels. There
are no printing or postage costs, making it a budget-friendly option for reaching a large audience.
➢ Direct Communication: Email provides a direct and personalized communication channel with the
audience. Businesses can tailor messages to specific segments, increasing relevance and engagement.
➢ Measurable Results: Email marketing platforms offer analytics tools that provide insights into campaign
performance. Metrics such as open rates, click-through rates, and conversion rates help businesses
measure the success of their campaigns.
➢ Global Reach: Emails can be sent to a global audience, allowing businesses to reach customers across
different geographical locations. This is particularly advantageous for businesses with an international
customer base.
➢ Automation: Email marketing allows for automation of campaigns, saving time and resources.
Automated emails, such as welcome sequences or follow-up messages, can be triggered based on user
actions or predefined schedules.
➢ High Conversion Rates: Email marketing often has high conversion rates because messages are
delivered to an audience that has already shown interest by subscribing. Well-crafted emails can lead to
direct sales or desired actions.
➢ Personalization: Email platforms enable businesses to personalize content based on user preferences,
behaviors, and demographics. Personalized emails are more likely to resonate with recipients and drive
engagement.

Disadvantages of Email Marketing

➢ Spam Risk: Email marketing runs the risk of being perceived as spam, especially if not executed
properly. This can lead to recipients marking emails as spam, negatively impacting sender reputation.
➢ Overwhelmed Inbox: Users' inboxes can be crowded, leading to the potential for emails to be overlooked
or ignored. Competition for attention requires businesses to craft compelling and relevant content.
➢ Technical Challenges: Email campaigns may face technical challenges such as deliverability issues,
compatibility problems with various email clients, or being flagged by spam filters.
➢ Data Privacy Concerns: With increasing concerns about data privacy, businesses must be transparent
about how they collect, store, and use customer data. Mishandling of personal information can lead to
trust issues.

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➢ Opt-Out and Unsubscribe: Email marketing requires compliance with regulations like GDPR, and
businesses must provide an easy way for recipients to opt-out or unsubscribe from email lists. Failure to
do so can result in legal consequences.
➢ Limited Visual Appeal: Compared to other marketing channels, emails have limitations in terms of
visual appeal. Crafting visually engaging content within the constraints of email formats can be
challenging.
➢ Dependence on Internet Connectivity: Email marketing relies on recipients having access to the
internet. If users are offline or have limited connectivity, the effectiveness of email campaigns is
compromised.

Characteristics of Email Marketing

➢ Permission-Based Communication: Email marketing relies on permission-based communication,
where recipients have opted in to receive messages. This fosters a more receptive audience and
compliance with privacy regulations.
➢ Segmentation and Targeting: Email marketing allows businesses to segment their audience based on
various criteria such as demographics, behavior, or preferences. This enables targeted messaging,
increasing the relevance of content.
➢ Personalization: Personalization is a key characteristic of effective email marketing. Businesses can
tailor content, subject lines, and offers based on individual user data, creating a more personalized and
engaging experience for recipients.
➢ Analytics and Measurement: Email marketing platforms provide robust analytics tools, allowing
businesses to measure and analyze campaign performance. Metrics like open rates, click-through rates,
and conversions provide valuable insights.
➢ Automation: Automation is a distinctive feature of email marketing. Businesses can set up automated
campaigns triggered by specific user actions, such as welcome emails, follow-up sequences, or abandoned
cart reminders.
➢ Call-to-Action (CTA): Email marketing often includes a clear call-to-action (CTA) prompting recipients
to take a specific action, such as making a purchase, signing up for an event, or visiting a website. Well-
designed CTAs drive user engagement.
➢ Responsive Design: Given the variety of devices used to access emails, responsive design is crucial.
Emails should be optimized for various screen sizes, ensuring a consistent and visually appealing
experience across desktop and mobile devices.

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BUILDING AN EMAIL LIST

Definition : An email list is simply a list of emails that businesses have gathered from visitors/customers
that would like to receive information, updates, discounts, and other details about your business in a digital
format that is sent to their email inbox.
Below the strategies that can be used to build an Email List :
1. Provide Incentives to Sign Up
• Most visitors won’t give their email addresses to anyone, so you need to clearly communicate what they’ll
receive when they give you their email. In other words, readers want to know they’ll get value when they
join your email list.
• Some more examples of incentives you can use to build your email list include: Time-saving cheat sheet,
worksheet, or checklist (in visual format);
• Free white paper or ebook (email required for download);
• A video course, online webinar, contest, or giveaway.

2. Try Different Popup Forms (Exit-Intent, Spin-to-Win)

• Every website visitor is unique, and depending on your audience, you can use different variations of pop
up forms, such as exit intent or spin to win, to attract them to sign up for your regular emails.
• A spin-to-win popup works simply. After users enter their contact details, they can spin the wheel for a
chance to win a prize. This adds “gamification” to your website, making signing up for an email list fun.
• Exit-intent popups appear when a visitor wants to leave your website. When they move their mouse onto
another tab or intend to exit the website, they’re shown a popup with a valuable offer, such as a
subscription form, coupon code, or product demo. Here are some best practices to make the most of your
popup form:
o The popup forms should appear at the right time — 15-30 seconds after website entry, when a user
is about to leave, or based on the user’s behaviour.
o Your forms should match your brand style.
o Ensure your popup forms are responsive and can fit any device.

3. Have a Related CTA

Website visitors always visit your landing pages looking for something specific, so your call-to-action
(CTA) needs to meet those needs. An email marketing call to action is a button or hyperlinked line of text
that directs a user to a website of a brand's choosing. The point of a CTA is to drive consumers to action.
So, create quality content so you can add personalized CTAs to attract visitors to join your email list.

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4. Build Personalized Landing Pages

• According to HubSpot research, increasing the number of landing pages from 10 to 15, results in a 55%
increase in leads. It makes sense since personalized landing pages let you reach a broader audience.
Everyone who visits your website needs something different, so the more landing pages you create to
address each person’s specific needs, the more sign-ups you’ll receive. To create effective personalized
landing pages, you should:
o Understand where your website visitors are in the customer journey.
o Target users based on their behaviour, demographics, and interests.
o Determine the specific type of content you want to deliver to each target audience.

5. Carry Out Surveys

• Survey emails are excellent for gathering feedback information from new email subscribers. You can keep
a two-way communication going by sending out customer feedback surveys to your readers. Survey
emails can help with:
o Improving your understanding of what you’re doing well and where you can make improvements
with your emails.
o Getting suggestions for new topics to cover.
o Gathering general customer feedback and satisfaction levels.
o Strengthening your relationship with your email subscribers.

6. Offer a Free Trial

• A free trial can benefit both your business and potential customers. You can show what your product can
do, and the customers have the opportunity to try it before they buy with no risk. To increase your email
signups using free trials:
o Design and launch email marketing campaigns that excite prospects and make them want to sign up.
o Target your ideal users with content designed to make them take action.
o Keep sign-up forms short and only ask for important information (usually, it’s email and name).

7. Always Send Valuable Communication to Your Subscribers

• This is the golden rule of email marketing. You will always have your recipients’ attention if your emails
are entertaining, informative, and valuable. Keeping that in mind, here are some ways to create effective
email content for your recipients:
o Use memorable and attention-grabbing subject lines;
o Segment your audience and send personalized content customized to their needs and priorities;
o Post short stories to keep your emails engaging.

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8. Always Offer an Option to Your Reader To Opt-Out

The best companies understand that customers come and go, and while it may seem unreasonable, making
it easy for subscribers to say goodbye is good for your business. So, make it easy for customers to be
removed from your contact lists or unsubscribe from emails. Make it as simple as possible and do not
force anyone to keep interest in receiving further communication from your desk.
9. Clean Your List Regularly
Email marketing lists naturally degrade by more than 22% yearly, meaning even genuine subscribers will be
lost. Additionally, there will always be inactive subscribers who refuse to open and engage with your email.
To prevent it from hurting your marketing efforts, you should always keep your email list up to date. Here
are the best ways to do it:
o Remove inactive subscribers. Occasionally, check addresses that don’t open or engage with your emails
and delete them. Trust us; they were never helping your business.
o Use confirmation emails. Before even considering sending that first welcome sequence, ensure that the
email verification has taken place so you only send emails to valid and correct email addresses.

10. Segment Your Prospects Based on Their Buyer Personas and Behaviour
Segmenting your prospects helps you personalize offers to those that are most likely to respond positively
to them. For example, using segmented campaigns helped marketers gain up to a 760% increase in
revenue. An example of segmentation includes prospects who engage more often with your email (opens,
clicks, replies) should be segmented differently as compared to those who do not as much.

CREATING EFFECTIVE EMAIL CAMPAIGNS

An email campaign is a formal and organized effort of email marketing. Email marketing is a type of digital
marketing technique involving sending mass emails to customers and prospective customers.
Let us see each of these steps in detail,
1. Know your goals
Before you start, it is important to plan your email marketing strategy. Email marketing helps you to stay
focused and motivated all the time. Identify what the main aim of your email campaign is. If you haven’t
determined the objective of your campaign, you cannot proceed with further steps in the email marketing
process. The email marketing processes include,
• Welcoming new customers
• Build a relationship with them
• Increase your brand’s visibility
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• Build customer loyalty

• Launch a new product
• Promote a specific product
• Generate conversions or sales
• Increase website traffic

2. Select an email marketing service provider

Email marketing service providers can help you in creating successful email marketing campaigns. There is
a huge range of email marketing tools available. Important thing is to choose one that fits your aim and your
budget. Look for free trials so you can review the product before buying it. Email marketing service providers
will help you to schedule transactional emails, respond quickly to customers, create and deliver promotional
emails.
Some of the most popular email marketing service providers are,
• Active Campaign
• Constant Contact
• AWeber
• GetResponse
• MailChimp

3. Segment your audience

You need to decide whom you are going to contact (defining the target audience). To make your email content
relevant, you need to identify your target audience. Segment your email list for better targeting. You will be
able to segment it based on your audience on the basis of their behaviors and their needs. Once your contact
lists are in order, you can easily set up your campaigns to go out with optimal results.
This will help you to design an email that will engage them and encourage them to respond. If you do not
segment your email contacts you will get a low click-through and response rate from your campaign.
Some common fields to segment your customer's emails list by,
• Location - location segmentation is a common strategy when a target audience has different preferences
based on their location.
• Demographics - Demographics explain who your buyer is. These data are relevant to your product or
service. This may include gender, age, education, employment, income level, etc.
• Psychographics - Psychographics explains why your customer buys and what your user prefers. This refers
to 'personality and emotions' based on behavior, including attitudes, lifestyle, hobbies, and personality.

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4. Design your email

A marketing email should be designed to turn the readers to take an action. Attractive design can go a long
way to driving conversions. You will need to create an attractive design that gets attention and encourage
people to engage with your product or services by signing up etc. Some important practices to consider while
designing email templates are,
• Ideal email width should be 500 to 600 pixels
• Your layout is the backbone of your design. Vertical layout over horizontal is preferable.
• Links will be in blue font.
• Use short sentence and paragraphs
• Text and images should be used in the right proportion
• Minimize the use of images
• Make it easy to unsubscribe. Don’t hide that button.
• A little white space is a powerful visual tool. Use the dividing lines as well.
• Animation- Movement attracts attention.
• In the footer provide complete contact details.
• Make it easy to share your email via social sharing links.

5. Create great content

Great content is one of the important elements in an email campaign. Your content gives your readers a
reason to absorb what you have to say. Create an email that benefits your readers and your business, you
don’t have to write a story. A poll, survey, GIF, and Video will help you to keep readers more engaged. Below
are some Tips for effective email copy :
• Don’t limit your email communications to the sales push. Share content which is valuable to your
subscribers
• Encourages them to interact with your products or services
• Take the time to thank your audience
• Offer valuable coupons and discounts to your readers.
• Make your call-to-action links and buttons clear and easy to find
• Don’t use difficult words
• Breakups your copy with subheads and bulleted lists. This will help subscribers to easily read it.
• Make your content by using font colors, sizes, and bold tags. They attract you, subscribers, visually.
• Make sure to use readable fonts.
• Your company’s logo and images included in your newsletter
• Personalize email copy performs better than general email copy (mention your customer’s name)
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• Keep your subject line related to your copy.

• If you are making an offer, be sure to showcase the benefits rather than the features.
• Making your content targeted to seasonal elements. That is a great way to make the email content more
relevant.
• Check your copy for grammar and spelling.
• Avoid the use of Spam words like free, urgent, call now, opportunity, prizes, etc.
• Don’t your promotional emails and landing pages with multiple messages for users.
• Optimize your content for mobile-friendly.

6. Create a great landing page

Landing pages are web pages that readers will be re-directed after clicking a link in your promotional email.
Your campaign success is based on the number of people taking the next step you desire. You may consider
the following things to create a great landing page,
• Your page needs to be loaded quickly.
• Have a great headline.
• Create a dedicated landing page rather than your website homepage.
• Each landing page should have a single goal.
• Make sure that the headline on the landing page is similar to the email.
• The email and the landing page should have a similar look which means the same font, same color, and
design.
• Keep the text simple
• Don't use too many images. The user may distract from the ultimate goal of the page.
• Explain benefits and provide the testimonial
• Use white space on the page will focus your reader’s attention and draw them immediately into the
action.
• Create a call to action button in a different color
• Be sure your landing page forms are short and simple such as signup forms.
• Use the vertical or horizontal lines to separate your signup form from the rest of the page.

7. Plan your topics and send a schedule

Send emails on a scheduled basis that will build trust among your readers and your relationship gets strong
with them that will help you to increases the chances of sales. If your customers live in a different time zone,
you need to send emails at the right time. Tuesday, Wednesday, and Thursday are the best weekdays to deliver
your email campaigns. Here are the few Ways to schedule email campaign timing,
• Schedule the sequence of your messages on the basis of daily, weekly, monthly, and annually.
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• Send emails at a specific date

• Send emails at a specific time
• Send emails based on special occasions like anniversary date, birth date, etc.
8. Send out the emails
After finalizing your email design and content of the Email, now it is time to send out the emails to your list
of contacts. Before you send emails, cross check the things such as
• How do your emails look when your customers receive them?
• Are the spelling and grammar correct?
• Is the sender correct?
You need to check that the links are working properly. You need to send test emails to ensure quality.

9. Analyze the results

It doesn’t end when you send out your emails to your audience. It is necessary to track and analyze email
performance. If anyone has not tracked their email marketing campaign performance then they will lose their
opportunity for improvement. Tracking your campaign's performance is a great way to look for areas that
require improvement.

EMAIL AUTOMATION AND SEGMENTATION

EMAIL AUTOMATION
Definition : Email automation is the process of automatically sending marketing and sales emails to
subscribers. It involves setting rules to determine which emails to send, when to send them, and what
information to include.
Email Automation uses email marketing software to send personalized emails to a target audience
based on predefined triggers or schedules. It can help streamline communication, nurture leads, and enhance
customer engagement.
To help you streamline your email marketing automation strategy, here are four automation hacks to
implement today for better engagement:
➢ Use website tracking snippets: Using the website tracking snippet, you can monitor how subscribers
move from your email to your website — and what they’re looking at.
➢ Try segment builders with access to website behaviors and relative dates: Segment subscribers
based on the purchases they make on your website or the type of content they look at on your blog. These
types of segments go beyond classic segments that are typically based on demographic data like age,
location, or income, and focus more on a subscriber’s behavior.

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➢ Consider segment-triggered automation: After using the segment builder, you have the
groundwork complete to create and send hyper-personalized emails. With email automation, the process
is a breeze. You can pre-make and automate emails based on a subscriber’s actions.
➢ Employ basic dynamic content: Marketers are always crunched for time. If you need to send a
personalized email in a hurry, rely on dynamic content. Dynamic content gives you the ability to create
one email, but customize pieces of it based on the subscriber receiving it.

EMAIL SEGMENTATION
Definition : Email segmentation is the process of dividing email subscribers into groups or segments based
on criteria. This can be based on factors like age, location, and behaviour. Email subscribers can end up in
multiple segments.
Listed below are the top 5 ways you can segment your list:
➢ Geographic email segmentation: The most obvious way to segment emails is through geography. For
instance, imagine your business is hosting a special event. You send out content to a full email list, which
includes contacts both local and distant.
➢ B2B and specialization email segmentation: You work with other businesses. You may sell or provide
services to other businesses. And because of the different people you work with, you wouldn’t send the
same email to a vendor contact as you do to a sales manager, a marketing specialist, or an administrative
assistant. They each require their own messaging.
➢ Content-specific email segmentation: For this, you need to rely on data collected about specific contacts.
What pages did they visit on your site? What did they download from it? What tools did they use? Did they
purchase anything?
➢ Behavior-specific email segmentation: This goes into a level of email marketing segmentation that’s even
deeper. How long is a customer staying on a page? How many pages do they view on an average visit? Do
they visit and buy quickly, like an impulse buyer? Or do they visit a few times in a week, loading the same
items into an online cart and canceling, like a nervous buyer?
➢ Influencer email segmentation: This is more complicated than the title alone suggests. Customer loyalty
is no longer just about purchase totals and the frequency of purchases. Today, it’s about who recommends
your brand. Who’s given you testimonials or reviews? Who shares your brand on social media? Which
platform? How effective are they? Send superficially to those customers—and show them some love for
being a voluntary brand ambassador.

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EMAIL MARKETING METRICS AND ANALYTICS

Definition : Email marketing metrics are numbers / percentage that indicate the success of an email
marketing campaign. They provide information about campaigns, like how many and which people open an
email, how many people visits website by clicking through Email, and how many people unsubscribe.
Metrics helps you understand how subscribers engage with your content. They paint a picture of what content
says, so you can use it to improve every future email.

• Deliverability rate
Deliverability rate shows the percentage of sent emails successfully delivered to a recipient. High
deliverability rates indicate a clean, healthy list and confirm your emails are landing in the right inboxes.
But if you start to see the numbers drop, it might mean your emails are being marked as spam or you’re
sending emails to invalid addresses.
• Open rate
Open rate is the percentage of receiver who opened your email. High open rates might mean your subject
lines are attractive, or it might mean customers anticipate your emails in their inboxes. If you’re seeing low
open rates, try experimenting with subject lines, use personalization, consider including emojis, or think
about changing your sending rythm.
• Click-to-open rate (CTOR)
Click-to-open rate is the percentage of people who clicked on a link inside your email after opening. This
evaluates two metrics in one: The number of people who opened the email and the number of clicks. Many
use this metric to measure the overall success of the campaign, as it’s an effective way to understand how
many people found your content engaging—or click-worthy.
• Conversion rate
The conversion rate of an email is the percentage of subscribers who performed a specific action (i.e., a
purchase). This is one of the most important metrics of an email campaign, since it’s usually the overall
goal. Anything above 2% is considered good. If you’re not getting that, try adding a discount offer to your
subject line, checking if your design is mobile responsive, and using a clear CTA.
• Unsubscribe rate
The unsubscribe rate is the percentage of users who opted out of a subscriber list after an email campaign
was sent. The lower the better. Aim for 0.5% or less. To keep this metric low you can test your email
frequency and keep content digestible and relevant. Email frequency refers to the number of times you
email your subscribers. It’s important to send emails from start so your subscribers don’t feel like you’re
sending them too many emails.

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• Bounce rate
Bounce rate measures the number of emails sent that couldn’t be delivered to the receiver’s inbox for
whatever reason. There are two types of bounces: A “soft bounce,” which is a temporary block on a
recipient’s inbox (because it’s full or the server is down), and a “hard bounce,” which indicates an invalid
or non-existent email address.
• List growth rate
List growth rate refers to the rate at which your email list is growing. The more people you have on your
list, the more potential customers and sales opportunities you have. Improve the percentage by using clear
CTAs on your landing pages, providing an incentive for people who subscribe, and placing sign-up
forms on your website and on your key marketing channels.
• Email sharing or forwarding rate
Email sharing or forwarding rate measures the number of people who have shared the email with their
social networks or friends and family. This is usually tracked through a “Share this” button or a “Forward
to a friend” button and is a great way to increase your list with very little effort.
• ROI
ROI stands for return on investment and measures the revenue or sales of a campaign against how much
you invested in it. The takeaway is you’re getting a higher return than your investment. You can improve
this by implementing conversion optimization strategies, A/B testing subject lines and content types,
experimenting with CTAs, and adding an incentive to your emails.
• Number of spam complaints
The number of spam complaints refers to the percentage of people who have marked your emails as spam.
It can be discouraging and harmful to your email marketing strategy—the more spam complaints you get,
the more likely it is that future emails will go straight to spam folders.

CONTENT MARKETING
Definition : Content marketing is the development and distribution of relevant, useful content—blogs,
newsletters, white papers, social media posts, emails, videos, and the like—to current and potential
customers. When it’s done right, this content conveys expertise and makes it clear that a company values the
people to whom it sells.
The consistent use of content marketing establishes and nurtures relationships with your prospective and
existing customers. When your audience thinks of your company as a partner interested in their success and
a valuable source of advice and guidance, they’re more likely to choose you when it’s time to buy.

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UNDERSTANDING CONTENT MARKETING

Content marketing is an umbrella term covering a set of strategies, techniques, and tactics to fulfil business
and customer goals by using the most relevant content to serve, attract, convert, retain, and engage customers.
Content uses blogs, podcasts, video, and social media sites as a vehicle. It’s a practice now being used by
86% of businesses today. However, effective content marketing is not so easy to find.
Goals of Content Marketing
Given the fact that content plays a role in virtually all marketing techniques and tactics, there are no goals
that can’t be reached using content. However, from a content marketing perspective, we see that marketers
focus on some key goals such as −
• Brand awareness
• Lead generation
• Engagement
• Sales
• Lead nurturing
• Customer retention and loyalty
• Customer evangelism
• Up-selling and cross-selling

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Although these are the typical goals found in content marketing research, think out of the box and look at
the goals of your “audiences”.
Guidelines to Start Content Marketing
Here is brief set of guidelines that you can follow to start content marketing −
✓ First, find a reason to start using content marketing. Knowing what the reason and the purpose is important.
In a few years from now, people will say content marketing doesn’t work. It’s like in social media: people
start saying it doesn’t work because they often forget for what and whom they wanted it to work in the first
place.
✓ Know the different people and types of customers and prospects you want. Be aware of how they “act”,
what they want, and how they will use your content.
✓ Don’t reinvent the wheel. Before dreaming up new content, see what you already have. Often, the best
content for your customers and business is already in the mind of your customers and the people in your
business. You just need to present it in a way everyone understands.
✓ Once you know what content you have, figure out what you need.
✓ Now, it’s time to get that content organized and check out the best formats and channels. Know the different
formats of content your prospective customers use and there are some good tips and tricks to make sure
that your content is “engaging”. Align the content to the types of channels you think that it will be best
received.
✓ It’s time to make sure that the content is found or used! If not there is little sense in spending all the energy,
is there? Promote, connect and engage.
✓ Finally, test, measure, and optimize continuously. Try different types of content. Check analytics. Monitor
your expenditure. And always adapt.

Importance of Content marketing

➢ Audience Engagement: Content marketing enables businesses to engage their target audience by
providing valuable and relevant information. Quality content captures attention, fosters trust, and
encourages ongoing interactions.
➢ Brand Awareness: Creating and sharing valuable content helps increase brand visibility. Consistent and
high-quality content establishes a brand's authority in its industry, making it more recognizable to its
audience.
➢ Search Engine Optimization (SEO): Search engines value fresh, relevant, and high-quality content.
Content marketing plays a significant role in SEO efforts by improving a website's visibility in search
engine results, driving organic traffic.

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➢ Lead Generation: Informative content attracts potential customers and encourages them to engage with a
brand. Content marketing helps generate leads by providing valuable resources and establishing a
connection with the audience.
➢ Customer Education: Content marketing educates customers about products, services, and industry
trends. Informed customers are more likely to make confident purchasing decisions, leading to increased
customer satisfaction and loyalty.
➢ Social Media Presence: Content is the foundation of social media marketing. Sharing valuable content on
platforms like Facebook, Twitter, and LinkedIn helps businesses connect with their audience, drive
engagement, and expand their online presence.
➢ Building Authority and Trust: Regularly publishing high-quality content positions a brand as an authority
in its field. When businesses consistently provide valuable insights, information, and solutions, it builds
trust with the audience.
➢ Cost-Effective Marketing: Content marketing can be cost-effective compared to traditional advertising.
Creating and distributing content online often requires fewer resources and can have a longer lasting impact,
especially as content continues to attract organic traffic over time.
➢ Adaptability: Content marketing is adaptable to various formats such as blog posts, videos, infographics,
podcasts, and more. This versatility allows businesses to cater to different preferences and consumption
habits of their target audience.
➢ Long-Term Strategy: Unlike some short-term marketing tactics, the impact of content marketing is often
cumulative. Over time, a library of valuable content contributes to sustained brand visibility, authority, and
audience loyalty.
➢ Measurable Results: Content marketing efforts can be measured using analytics tools. Metrics such as
website traffic, social media engagement, conversion rates, and other key performance indicators provide
insights into the effectiveness of content strategies.

Advantages of Content Marketing

➢ Audience Engagement: Content marketing engages the audience by providing valuable, relevant, and
informative material. This fosters a connection and encourages ongoing interactions with the brand.
➢ Brand Visibility: Creating and sharing quality content enhances brand visibility. Regularly publishing
valuable content establishes a brand's presence, making it more recognizable and authoritative in its
industry.
➢ SEO Benefits: Search engines favor fresh, relevant, and high-quality content. Content marketing
contributes to SEO efforts, improving a website's search engine rankings and driving organic traffic.

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➢ Lead Generation: Informative content attracts potential customers, nurtures leads, and encourages them
to take further actions. Content marketing is a powerful tool for generating and qualifying leads.
➢ Establishing Authority: Consistent and valuable content positions a brand as an authority in its field.
This expertise builds trust with the audience, influencing purchasing decisions and fostering customer
loyalty.
➢ Social Media Impact: Content forms the basis of social media marketing. Sharing quality content on
platforms like Facebook, Twitter, and LinkedIn helps businesses connect with their audience, drive
engagement, and expand their online presence.
➢ Cost-Effective Strategy: Content marketing can be cost-effective compared to traditional advertising.
Creating and distributing content online often requires fewer resources, providing a cost-efficient way to
reach and connect with a target audience.

Disadvantages of Content Marketing

➢ Time-Consuming: Producing high-quality content regularly can be time-consuming. Researching,
creating, and editing content requires a significant investment of time and resources.
➢ Results Take Time: Content marketing is a long-term strategy, and results may not be immediate. It
takes time to build brand visibility, authority, and a loyal audience through consistent content efforts.
➢ Content Saturation: In some industries or niches, there may be an oversaturation of content. This can
make it challenging for businesses to stand out and capture the attention of their target audience.
➢ Measuring ROI Can Be Complex: Measuring the return on investment (ROI) for content marketing
can be challenging. Determining the impact of content on lead generation and conversions may require
sophisticated analytics tools.
➢ Constant Adaptation: Trends, algorithms, and audience preferences change. Content marketers need
to continuously adapt their strategies to remain relevant and effective in a dynamic digital landscape.
➢ Quality Control: Maintaining consistent content quality across various formats and channels can be
challenging. Inconsistent quality may negatively impact the brand's image.
➢ Dependency on Platforms: Content marketing often relies on external platforms such as social media
and search engines. Changes in algorithms or policies on these platforms can impact content visibility
and reach.

Characteristics of Content Marketing

➢ Relevance: Content marketing focuses on creating content that is relevant and valuable to the target
audience. Understanding the audience's needs, interests, and challenges is crucial for producing content
that resonates.

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➢ Consistency: Successful content marketing requires a consistent publishing schedule. Regularly

delivering valuable content builds trust with the audience and helps maintain a strong online presence.
➢ Variety of Formats: Content marketing encompasses various formats such as blog posts, articles, videos,
infographics, podcasts, and more. This versatility allows businesses to cater to different preferences and
consumption habits.
➢ Storytelling: Effective content marketing often involves storytelling. Stories create a connection with
the audience, making the content more relatable and memorable.
➢ Audience-Centric: Content marketing revolves around the audience. Understanding the target
demographic, their behaviors, preferences, and pain points is fundamental to creating content that
addresses their needs.
➢ Educational Value: Content marketing aims to educate and inform the audience. Providing valuable
insights, tips, and information establishes the brand as an authority in its industry and fosters a relationship
with the audience.
➢ Strategic Distribution: Creating great content is not enough; strategic distribution is equally important.
Content marketing involves identifying the right channels and platforms to reach the target audience
effectively.

CONTENT STRATEGY AND PLANNING

Definition : Content strategy and planning are crucial components of a successful content marketing
effort. They involve developing a systematic approach to create, distribute, and manage content that aligns
with your business goals and increase with your target audience.
Here's a breakdown of the key elements of content strategy and planning in content marketing:

CONTENT STRATGEY
1. Define Objectives and Goals:
- Clearly articulate the purpose of your content marketing efforts.
- Align content goals with overall business objectives.
2. Identify Target Audience:
- Understand your audience's needs, preferences, and behaviours.
- Create buyer personas to guide content creation.
3. Competitor Analysis:
- Analyze competitors to identify content gaps and opportunities.
- Determine what content is resonating in your industry.
4. Brand Voice and Messaging:

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- Establish a consistent brand voice and messaging across all content.

- Ensure that your content reflects your brand values.
5. Content Types and Formats:
- Determine the types of content that best suit your audience and goals.
- Consider blog posts, videos, infographics, podcasts, etc.
6. Content Calendar:
- Develop a content calendar to schedule and organize content creation.
- Plan for timely and relevant content, including seasonal topics.
7. Distribution Channels:
- Identify the channels (social media, email, website, etc.) for content distribution.
- Tailor content for each platform based on audience behaviour.
8. SEO Integration:
- Incorporate SEO best practices to enhance content visibility.
- Optimize content for relevant keywords and user intent.
9. Analytics and Measurement:
- Define key performance indicators (KPIs) to measure content success.
- Use analytics tools to track and analyze content performance.

CONTENT PLANNING
1. Content Ideation:
- Brainstorm content ideas based on your strategy and objectives.
- Consider industry trends, customer questions, and feedback.
2. Keyword Research:
- Conduct keyword research to inform content topics.
- Identify high-ranking keywords relevant to your industry.
3. Content Creation:
- Develop high-quality, valuable content that aligns with your strategy.
- Collaborate with subject matter experts when necessary.
4. Editing and Quality Assurance:
- Edit content for clarity, consistency, and adherence to brand guidelines.
- Ensure content is error-free and aligns with your brand voice.
5. Approval Process:
- Establish a workflow for content approval.
- Involve relevant stakeholders in the review process.
6. Content Publishing:
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- Schedule content publication based on your content calendar.

- Optimize publishing times for maximum reach.
7. Promotion and Amplification:
- Actively promote content through social media, email, and other channels.
- Engage with your audience and encourage sharing.
8. Monitoring and Updating:
- Regularly monitor content performance and audience engagement.
- Update or repurpose content as needed to keep it relevant.
By developing a robust content strategy and planning process, you can create and deliver content that
effectively engages your audience, builds brand credibility, and contributes to achieving your business
objectives. Regularly assess and refine your strategy based on performance metrics and evolving market
trends.

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BLOCK – IV

CONTENT CREATION AND DISTRIBUTION

Content creation and distribution are two vital components of content marketing that work hand in hand to
reach and engage audiences effectively. Here's a breakdown:
Content creation and distribution are crucial aspects of any successful marketing strategy.
➢ Content creation involves crafting material—whether it's articles, videos, podcasts, social media posts, or
infographics—that provides value to your audience. It should be engaging, informative, and tailored to
meet the needs and interests of your target audience. Understanding your audience's preferences and pain
points can help you create more effective content.
➢ Once you have quality content, distribution becomes essential. You want to ensure your content reaches the
right audience through various channels. This could include your website, social media platforms, email
newsletters, guest posting on other websites, collaborations with influencers, or even through paid
advertising.
➢ Successful distribution often involves a multichannel approach, utilizing different platforms to maximize
visibility. Analyzing the performance of your content across various channels can help you understand what
works best for your audience and refine your distribution strategy accordingly. Consistency in both creation
and distribution is key to maintaining and growing your audience engagement over time.

CONTENT CREATION
A. Understanding Audience: Start by knowing your target audience—their preferences, pain points,
and interests.
B. Strategy Development: Define your goals and objectives. Decide on the type of content (blog posts,
videos, infographics, podcasts, etc.) that aligns with your audience and goals.
C. Creation Process: Develop high-quality, valuable, and engaging content. This involves research, writing,
designing, or recording based on the chosen content format.
D. Optimization: Ensure your content is optimized for SEO, readability, and user experience.

CONTENT DISTRIBUTION
A. Selecting Platforms: Identify the platforms where your audience is most active (social media, blogs,
YouTube, etc.).
B. Scheduled Sharing: Create a content calendar to plan when and where each piece of content will be
distributed.

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C. Utilizing Channels: Leverage various distribution channels—paid (ads), owned (your website, blog), and
earned (guest posts, PR).
D. Engagement: Engage with your audience by responding to comments, initiating discussions, and
encouraging sharing.
E. Analysis and Adaptation: Analyze the performance of your content across different channels. Adapt your
distribution strategy based on insights gained.

Integration of Creation and Distribution:

Consistency: Ensure consistency in both creation and distribution to maintain engagement and brand
presence.
Feedback Loop: Use insights from distribution (engagement metrics, audience feedback) to refine your
content creation strategy.
Remember, effective content marketing is not just about creating great content but also about
delivering it to the right audience at the right time through the right channels. The synergy between creation
and distribution is crucial for success in content marketing.

CONTENT PROMOTION AND AMPLIFICATION

CONTENT PROMOTION
Content promotion is a crucial aspect of content marketing that involves spreading awareness and
increasing the visibility of your content to reach a wider audience. Creating valuable content is just the first
step; promoting that content effectively is essential to maximize its impact.
Here are some strategies for content promotion in content marketing:
1. Social Media Marketing: Share your content across various social media platforms where your target
audience is active. Craft engaging and shareable posts with eye-catching visuals to increase the likelihood of
social sharing.
2. Email Marketing: Utilize your email list to promote your content. Send newsletters or dedicated emails
to your subscribers, highlighting the value of your content and providing a link to access it.
3. Influencer Outreach: Identify influencers or thought leaders in your industry who might be interested
in your content. Reach out to them and ask if they would be willing to share or collaborate on your content.
4. Content Syndication: Publish your content on relevant third-party websites or platforms. This can help
you tap into new audiences and drive traffic back to your own site.

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5. Search Engine Optimization (SEO): Optimize your content for search engines to improve its visibility
in search results. Use relevant keywords, create compelling meta descriptions, and ensure your content is
well-structured.
6. Paid Advertising: Consider using paid advertising channels, such as Google Ads or social media ads,
to promote your content. This can help you reach a targeted audience quickly.
7. Collaborations and Partnerships:
- Partner with other businesses or content creators to cross-promote each other's content. This can expand
your reach and introduce your content to new audiences.
8. Content Repurposing:
- Repurpose your content into different formats (e.g., infographics, videos, podcasts) and share them on
various platforms. This allows you to reach audiences who prefer different types of content consumption.
9. Online Communities and Forums: Participate in relevant online communities and forums where your
target audience hangs out. Share your content when it adds value to the conversation, but be mindful not to
spam.
10. Leverage Employee Advocacy: Encourage your team members to share and promote your content on
their personal social media profiles. This can significantly increase the organic reach of your content.
11. Analytics and Iteration: Monitor the performance of your content using analytics tools. Understand
which channels are most effective and iterate your strategy accordingly.
Remember, the key is to have a well-rounded promotion strategy that combines various channels and
approaches to reach your target audience effectively. Additionally, consistency in promotion efforts is crucial
for long-term success in content marketing.

CONTENT AMPLIFICATION
Content amplification is the process of using online platforms and other channels to reach a larger or
more targeted audience with your content. The process involves multiple strategies and techniques, all with
the goal of generating web traffic. Greater amplification techniques are required to build authority, drive
traffic, and reach a more extensive set of audiences.
Here are few amplification techniques that will help promote your content marketing campaigns:
1. Determine your goals and KPIs
Make sure to establish obtainable goals with content amplification. Ask:
• What do you want your content to accomplish for your business?
• How do you want your audience to react to the content you promote and distribute?
• Which channels do you have access to right now?
• What’s the best-performing content on your site?
• Which channels are performing best for your site?
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2. Understand your customer’s journey

Using a cross-channel content strategy to re-engage your customers along their path to conversion is how
you find success in content amplification. The channels and content types differ depending on the stage of
the journey. Start by:
• Mapping your customer’s journey and touchpoints before making a purchase
• Identifying gaps in content or channels missing at each touchpoint
• Filling those gaps with content or distribution channels you didn’t have
• Measuring and optimizing at each step, evaluating where improvements can be made
3. Choose your channels
You have to thoroughly analyze your current channels and which ones you’ll need to build out to be
successful.
What channels can you use?
By auditing the existing channels, you can decide whether they reach the audience you want to connect with.
It’s important to think about both organic and paid channels, and how they could be used together.
4. Determine what content is needed to fill the gaps to reach your goals
Content type will vary based on things like your audience, your industry, your goals, and more. That includes:
• Organic
The most successful content in driving organic traffic is extremely search-friendly content that appeals
to questions the customer is asking about your industry, products, and services.
• Paid
When thinking of paid content, you’ll want to create eye-catching creative and copy supported by fantastic
landing-page experiences.
• Social
Create organic social content that appeals to your audiences’ interests, engages them with your brand, and
builds community. Paid social content should integrate with organic efforts and help to bring awareness to
your products and services.
• Lead nurture
Use all the helpful organic and social content you’re producing to re-engage leads that have come from
your marketing efforts and deliver relevant content to them. The content will differ depending on the stage
of the customer journey.

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CONTENT MARKETING METRICS AND ANALYTICS

CONTENT MARKETING METRICS

Content marketing metrics are essential for understanding the performance and impact of your content
efforts. Here are some key metrics commonly used to measure the effectiveness of content marketing:
➢ Traffic Metrics :
• Page Views: Total number of times a page is viewed.
• Unique Visitors: Number of distinct individuals visiting your content.
• Session Duration: Average time users spend on your content.
➢ Engagement Metrics :
• Bounce Rate: Percentage of visitors who navigate away from the site after viewing only one page.
• Time on Page: Average time visitors spend on a page.
• Comments, Likes, Shares: Indicates audience interaction and interest.
➢ Conversion Metrics :
• Conversion Rate: Percentage of visitors who take a desired action (e.g., sign up, purchase) after
engaging with the content.
• Click-Through Rate (CTR): Percentage of users who click on a link within the content.
• Lead Generation: Number of leads generated through content (email sign-ups, form
submissions).
➢ SEO Metrics :
• Keyword Rankings: Positions your content holds in search engine results pages for targeted
keywords.
• Organic Traffic: Traffic driven by search engines without paid promotion.
• Backlinks: Number of other websites linking to your content.
➢ Social Media Metrics :
• Shares, Retweets, Mentions: Indicates the virality and reach of your content on social platforms.
• Follower Growth: Increase in social media followers due to content engagement.
➢ Content-Specific Metrics :
• Content Performance by Type/Topic: Understanding which types of content (blogs, videos,
infographics) or topics perform best.
• Scroll Depth: How far users scroll down a page, indicating engagement with content length.
➢ Customer Metrics :
• Customer Retention: Measure of how many customers continue engagement after consuming
content.
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• Customer Lifetime Value (CLV): Total value a customer brings to your business over their entire
relationship with your brand.
➢ Cost and ROI Metrics :
• Cost per Acquisition (CPA): Cost required to acquire a customer through content marketing.
• Return on Investment (ROI): Ratio of net profit to the cost of the investment.

Selecting the right metrics depends on your content goals and overall marketing strategy. Tracking
these metrics over time helps in optimizing content strategies for better performance and achieving business
objectives.

CONTENT MARKETING ANALYTICS

Content marketing analytics involves the measurement and analysis of various metrics to evaluate the
performance and effectiveness of content marketing efforts. These analytics provide valuable insights into
how content is resonating with the audience, its impact on achieving marketing goals, and areas for
improvement. Key metrics and tools used in content marketing analytics include:

➢ Engagement Metrics: Metrics like page views, time spent on page, bounce rate, social shares, comments,
and likes/dislikes help gauge how engaging your content is.
➢ Conversion Metrics: Tracking conversions such as sign-ups, downloads, purchases, or any action that
aligns with your marketing goals helps measure content effectiveness in driving desired outcomes.
➢ Traffic Sources: Understanding where your audience comes from (organic search, social media, referrals,
etc.) helps in focusing efforts on the most effective channels.
➢ SEO Performance: Analyzing keyword rankings, organic traffic, backlinks, and domain authority helps
assess how well your content is optimized for search engines.
➢ Audience Insights: Demographic data, behavior patterns, and interests of your audience provide valuable
information for tailoring content to their preferences.
➢ Content Attribution: Determining which pieces of content contribute most to conversions or engagement
helps in allocating resources effectively.
➢ Content Funnel Analysis: Tracking how content performs at different stages of the buyer's journey or
conversion funnel helps in optimizing content strategy.
Tools like Google Analytics, SEMrush, Moz, BuzzSumo, and various social media analytics
platforms assist in gathering and interpreting these metrics. By regularly analyzing these data points, content
marketers can refine strategies, create more targeted content, and maximize the impact of their efforts.

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MOBILE MARKETING
Mobile marketing is a multi-channel, digital marketing approach that uses websites, emails, SMS and MMS,
social media, apps, and other mobile devices to connect with a target audience. It pertains to any advertising
that occurs on smartphones and other mobile devices, such as tablets and other cell phones.
Customers have started to focus more on and spend more money on mobile in recent years. As a result,
marketers are following suit in an effort to foster real multichannel interaction. Marketing also fragments
along with technology. Additionally, material needs to be highly tailored and strategically planned in order
to capture and hold the interest of potential customers.

MOBILE MARKETING OVERVIEW

Mobile Marketing is a next generation trend of marketing products and services. Today, the strategy of mobile
marketing is being practiced by most of the traders and businessmen across the globe through which they
communicate or engage with their potential audiences/customers in an interactive and relevant manner. The
companies create short, but interactive messages (to promote their business) specifically to deliver on mobile
devices.
Importance of Content marketing
➢ Ubiquity of Mobile Devices: With the widespread use of smartphones and tablets, mobile devices have
become an integral part of people's daily lives. Mobile marketing allows businesses to reach their audience
wherever they are, providing a direct and immediate connection.
➢ Increased Mobile Internet Usage: The majority of internet users access content through mobile devices.
Mobile marketing ensures that businesses can effectively engage with users who predominantly use
smartphones for online activities, including browsing, shopping, and social media.
➢ Location-Based Targeting: Mobile devices enable location-based marketing strategies. Businesses can
send relevant and timely messages, offers, or promotions based on a user's location, enhancing the
relevance and effectiveness of marketing efforts.
➢ App Engagement: Mobile marketing is closely tied to app engagement. Businesses with mobile apps
can leverage mobile marketing strategies to promote app downloads, increase user engagement, and drive
in app actions.
➢ SMS Marketing: Text messaging remains a highly effective communication channel. SMS marketing
allows businesses to send targeted messages directly to users' phones, providing a quick and direct way
to communicate promotions, updates, and alerts.

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➢ Social Media on Mobile: Social media platforms are predominantly accessed via mobile devices. Mobile
marketing is essential for businesses aiming to connect with their audience on popular social platforms
where users spend a significant amount of their mobile time.
➢ Mobile Commerce (m-commerce): The rise of mobile commerce highlights the importance of mobile
marketing for businesses. Consumers increasingly make purchases through their mobile devices, and
mobile marketing plays a vital role in driving and facilitating these transactions.
➢ Instant Accessibility: Mobile marketing ensures instant accessibility to information. Users can quickly
access emails, notifications, and messages, making it an efficient channel for delivering timesensitive
promotions or announcements.
➢ Multimedia Capabilities: Mobile devices support various multimedia formats, including videos, images,
and interactive content. Mobile marketing allows businesses to leverage these capabilities for engaging
and visually appealing campaigns.
➢ Personalization Opportunities: Mobile marketing facilitates personalized communication based on user
behaviors, preferences, and location. This personalized approach enhances the user experience and
increases the effectiveness of marketing messages.
➢ Emerging Technologies: Advancements in mobile technologies, such as augmented reality (AR) and
virtual reality (VR), provide new opportunities for innovative and immersive mobile marketing
experiences.

Advantages of Mobile Marketing

➢ Widespread Reach: Mobile devices are nearly ubiquitous, providing businesses with a vast and diverse
audience. Mobile marketing enables companies to reach users across different demographics and
geographical locations.
➢ Immediate Connectivity: Mobile marketing allows for instant communication with users. Messages,
notifications, and promotions can be delivered in real-time, ensuring timely and immediate engagement.
➢ Location-Based Targeting: Mobile devices enable businesses to leverage location data for targeted
marketing. Location-based services can provide users with relevant, location-specific information and
offers.
➢ High Engagement: Mobile marketing often leads to higher engagement rates compared to other
channels. Users are more likely to interact with mobile content, whether it's through apps, SMS, or push
notifications.
➢ App Engagement: For businesses with mobile apps, mobile marketing is essential for promoting app
downloads, increasing user engagement, and driving conversions within the app.

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➢ Personalization: Mobile marketing allows for personalized communication based on user preferences,
behaviors, and location. Personalized messages enhance the user experience and increase the effectiveness
of marketing campaigns.
➢ Multimedia Capabilities: Mobile devices support various multimedia formats, including videos, images,
and interactive content. Businesses can create visually appealing and engaging campaigns through mobile
marketing.

Disadvantages of Mobile Marketing

➢ Device Fragmentation: The wide variety of mobile devices, operating systems, and screen sizes can lead
to challenges in ensuring a consistent user experience across different platforms.
➢ Privacy Concerns: Mobile marketing involves collecting and using personal data, raising privacy
concerns among users. Striking a balance between personalization and respecting user privacy is crucial
to maintain trust.
➢ Ad Blockers: Some users employ ad-blocking software on their mobile devices, limiting the visibility
and effectiveness of mobile advertisements.
➢ Limited Screen Space: The limited screen space on mobile devices poses a challenge for displaying
content. Marketers need to optimize content for smaller screens to ensure clarity and user-friendliness.
➢ Data Costs: In some regions, users may incur costs for data usage. This can deter engagement with data-
heavy content, affecting the reach and effectiveness of mobile marketing campaigns.
➢ Attention Span: Users on mobile devices often have shorter attention spans. Mobile marketing content
needs to capture attention quickly to convey the message before the user loses interest.
➢ Security Concerns: Mobile marketing involves the exchange of data between businesses and users.
Security vulnerabilities and the risk of data breaches are concerns that need to be addressed to maintain
the integrity of mobile marketing efforts.

Characteristics of Mobile Marketing

➢ Personalization: Mobile marketing allows for personalized communication based on user data,
preferences, and behaviors. Tailoring messages to individual users enhances engagement and relevance.
➢ Location-Based Targeting: Leveraging GPS and other location technologies, mobile marketing enables
businesses to deliver location-specific content and promotions, providing a personalized and contextually
relevant experience.
➢ Immediacy: Mobile devices offer instant connectivity. Mobile marketing messages, notifications, and
promotions can reach users in real-time, enabling immediate engagement and response.

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➢ App-Centric: Mobile marketing often involves promoting and engaging users through mobile
applications. Businesses utilize app notifications, in-app messages, and other strategies to drive app
downloads and user interactions.
➢ Multimedia Integration: Mobile devices support various multimedia formats, and mobile marketing
often incorporates rich media such as videos, images, and interactive content to create engaging and
visually appealing campaigns.
➢ Cross-Channel Integration: Mobile marketing is part of a broader multichannel strategy. Businesses
integrate mobile efforts with other marketing channels, ensuring consistency and a seamless experience
across various touchpoints.
➢ Responsive Design: Given the diversity of mobile devices and screen sizes, responsive design is a crucial
characteristic of mobile marketing. Content must be optimized for different screens to ensure a positive
user experience.

MOBILE ADVERTISING STRATEGIES

• Mobile advertising is a multichannel marketing strategy to help marketers reach audiences on their
smartphones, tablets, and other mobile devices. As more consumers rely on mobile devices for their daily
needs, they’ve started using their devices in recent years for activities beyond communication. Below are
the strategies required for mobile advertising :
• Responsive Website Design that is Optimized for Mobile.
The website, marketing content, and ads all need to be optimized for mobile. That is a step further than
just ‘mobile friendly’ and it means having a highly responsive website, that is designed with mobile use
in mind. A mobile-optimized website ensures a great customer experience for those browsing on their
phones and any other mobile device. It also increases conversion rates and lowers bounce rates.
• Mobile-friendly Content and Copy.
As we noted above, mobile optimization is not limited to your website infrastructure. Using content that
is mobile-friendly is important too! Here are some tips to ensure that your content is mobile-friendly :
o Use high-quality images, videos, and GIFs. Mobile content needs to be visually engaging and interesting.
o Copy needs to be short, concise, and to the point. Use short sentences, break up paragraphs with headings
and sub-headings, and use ordered and unordered lists for any content that can be skimmed.
o Use large fonts (size 14px or bigger), as small font sizes are hard to read on a small screen.
o Add alt text, image names, and captions to all media so that viewers can see what it is if it’s taking a while
to download on a slow data connection, or if their browser does not automatically load media.
o Most people watch videos on mute, so adding subtitles is essential to get your message across even with
the sound off!
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• Opt-In (and Opt-Out) Forms.

In digital marketing, especially email marketing, it is best practice to get permission from recipients and
make sure that they have a way to opt out too.
An opt-in is a form of consent given by web users, acknowledging interest in a product or service and
authorizing a third party to contact them with further information.

• Opt-out means the user does not want to receive any further communication they have to actively tick
the above boxes.

You can use a simple pop-up or you can use something more complex, like a lead-magnet offer

• SMS/Text Message Marketing.

SMS marketing, or text message marketing, is a form of mobile marketing that allows businesses to send
text messages to customers and prospects. It's considered one of the most cost-effective ways for brands
to engage their mobile consumers. This involves using a short message service (SMS) to send messages
like promotional offers, discounts, appointment reminders and shipping notifications. SMS marketing is
a form of direct marketing that's an easy and convenient way to communicate with customers because of
its relative speed and positive reception.
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• Paid Social Media Ads.

Paid social media ads are a form of digital marketing that involves paying for advertising on social
media. Compare to unpaid ads, organic reach is high in paid social media ads. Paid social is an essential
component of a successful digital marketing strategy. If you’re still wondering why you need to pay for
advertising on social media, the answer is simple: wider reach, more visibility, enhanced brand awareness,
in-depth market insights, and targeted advertising.
• GIFs and Video Content.
Mobile marketing strategies work best when they’re coupled with interactive visual content like GIFs and
videos. People expect mobile content to be easy to digest and entertaining. No one wants to read pages
and pages of text on a small screen! Video marketing has become a cornerstone of almost all forms of
digital marketing, especially on social media. Video is especially useful for reviews and educational
content on products and services. Almost 75% of people prefer watching a video over reading a guide
when learning about a new product.
• Location-based Marketing Techniques.
Location-based marketing techniques, such as mobile targeting, geofencing, and geotargeting, are
invaluable mobile marketing strategies. Leveraging real-time location data provides insights into
customer behaviour and preferences that you can use to fine-tune your targeting and provide highly
personalized offers. The brands that provide location-based offers, must provide free delivery within a
specific area or products.
• Voice Search Optimization.
Voice search optimization can help you reach more people than optimizing text-based searches. 27% of
internet users now use voice search on their mobile devices.
Conversational Tone When people use voice search, they tend to speak more naturally, So how ever they
speak the system must have the capacity to understand well and give relevant information.
Long Tail Keywords Voice search queries tend to be lengthier and more detailed compared to typed
searches. This is because people use voice search when they want detailed and specific information. So it
should be having the capacity to listen the lengthy words.

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• In-app Support to Improve Customer Experience.

Customer experience is everything. Providing great customer service, support, increases customer lifetime
value. In-app support through live chat on your website or mobile app is a convenient and immediate way
to communicate with your customers. It is easier for them to contact and get a quick answer and an easy
solution to their problems.
• Push Notifications.
In mobile marketing, pushing notifications are a great way to send notifications and time-sensitive offers
and keep users updated on your latest promotions. When users opt-in to push notifications, those
notifications will appear on their home screen and not only when they’re in the app itself. Keep the
notifications short, fun, and engaging with emojis and other visual elements.

MOBILE APP MARKETING

Definition : Mobile app marketing is the process of marketing to users through an app. The goal is to
increase engagement both inside and outside of the app.

Importance of Mobile app marketing

1. User Acquisition
Marketing on apps helps to prompt more downloads and increase the user base for a particular application,
which is critical for its success.
2. Visibility
Marketing strategies help increase the visibility and discoverability of mobile apps, making it easier for
potential users to find and download them instantly.
3. User Engagement
Mobile app marketing promotes different applications and their respective features through various
marketing channels. The process helps to increase user engagement and guides them into coming back to
the same applications.
4. Revenue Generation
A well-executed marketing campaign can drive downloads and increase user engagement. It leads to
increased revenue generation for businesses through in-app purchases, subscriptions, and other
monetization methods.
5. Competition
Mobile app marketing helps differentiate an application from its competitors and stand out in the crowded
marketplace.
6. Brand Awareness
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It helps to increase brand awareness and reinforce the brand’s presence in the market.

7. Customer Insights
Marketing of this kind provides valuable data and insights into customer behavior and preferences, which
can be used to inform future marketing strategies and improve the user experience.

Working of Mobile App Marketing

Marketing on apps involves a comprehensive approach to promoting a mobile app so that it reaches a broader
audience and drives downloads. The process typically involves the following steps.
Step 1: Understanding the Target Audience
It is important to understand the target audience, their needs, and their behavior before starting a campaign.
The information can be gathered through market research, customer surveys, and analysis of app store data.
Step 2: Defining the Marketing Objectives
The marketing objectives should align with the overall goals of the app and the target audience. Examples
of marketing objectives include increasing app downloads, user engagement, and revenue generation.
Step 3: Choosing Marketing Channels
The next step is to choose the marketing channels that are best suited for reaching the target audience. The
process could include app store optimization, social media marketing, influencer marketing, online
advertising, and email marketing.
Step 4: Executing the Marketing Campaign
The marketing campaign can be executed once the marketing channels get chosen. The process involves
creating and distributing marketing materials, such as advertisements, influencer collaborations, and
promotional emails.
Step 5: Monitoring and Optimizing
The marketing campaign should be monitored regularly to measure its effectiveness. You can then optimize
it based on the results. It involves analyzing data such as app downloads, user engagement, and revenue, and
making the required adjustments.

Steps Involved in Mobile App Marketing

Mobile applications have shown the power of computing and the outcome of using it for business success
multiple times. The mobile app marketing strategy is therefore very significant in today’s highly competitive
digital world.
Here is a breakdown of the steps that have proven to work in the industry.
1. Prelaunch Marketing

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The app is still in the development stage during this period. So, a marketer’s job is to create awareness of the
application by instigating a ‘buzz’ about its features across different platforms.
2. Postlaunch Marketing
This is the phase where the application is completely developed and ready to be rolled out for customer use.
Marketers need to use different methodologies to encourage prospective customers to download the new
application.
3. Customer Engagement and Retention
This step involves rigorous mobile app marketing campaigns to ensure that customers only uninstall the app
after using it once. The campaigns should prompt them to return to the application and engage with it.
4. Application Monetization
Marketers must ensure that the applications involve paid subscriptions for users and other exclusive services.
They can also drive further finances easily by introducing in-app purchases to provide more features and
deliver a rich user experience.

LOCATION BASED MARKETING IN MOBILE MARKETING

Location-based marketing allows organizations to target consumers at a great power and allows for
online/offline messaging based on their physical location. Using location data, marketing teams are able to
reach consumers based on qualifiers like proximity to a store, events happening in their region, and more.
Here are some examples of location-based marketing methods:
• Location-based marketing is a direct marketing strategy that uses a mobile device’s location to distribute
content or services (such as push notifications) associated with a particular place.
• A location–based service (LBS) is a software application that uses location data from an IP capable
mobile device to target specific users based on location or location history.
• Location-based technology refers to the technology that makes it possible to locate a device within a
specific geographic location. The most common technologies deployed in location-based marketing
applications include geofencing, beacon. Other technologies include Radio Frequency Identification
(RFID), Near Field Communication (NFC), and QR Codes.
• Geolocation is the wireless detection of the physical location of a remote device. Geolocation refers to
both the physical location and also the process of detecting that location.
• Proximity marketing is used to describe marketing or ad campaigns that are triggered by the proximity
of a user to a specific geographical location. Proximity marketing campaigns typically rely on bluetooth
low energy beacons or geofences to trigger a specific course of actions.

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• Geo-fencing involves a location-aware device of a location-based service (LBS) user entering or exiting
a geo-fence. This activity could trigger an alert to the device’s user as well as messaging to the geo-fence
operator. This info, which could contain the location of the device, could be sent to a mobile telephone or
an email account.

Advantages and Disadvantages of Location based marketing

Benefits of location-based marketing include:

• Increase in Traffic – sending messages about offers and promotions to customers near your store
encourages them to visit your store, increasing foot traffic.
• Relevancy – location-based marketing uses real-time data about customers’ locations, so ads are
personalized and effective by grasping good timing and messaging.
• User Experience – sending users more relevant information gives them a better user experience and shows
that you understand the customers’ preferences.
• Data Collection – collecting location data from previous campaigns can help you understand customer
behaviour to help you optimize future campaigns.

Some disadvantages of using location-based marketing include:

• Users Must Opt-In – location-based marketing only works when users allow apps to collect and use the
location technology. Not all customers opt-in for privacy reasons; if they do not opt in, you cannot use
location-based marketing to target that customer.
• Non-Smartphone Users – you cannot use location-based marketing on people who do not own
smartphones, so a large segment of customers cannot be targeted by these messages.
• Irrelevant Content – works well when you segment customers well and target the segments correctly.
Avoid sending messages to a large audience in a specific location and only send relevant information to
users by understanding customer behaviour and segmenting customers strategically.
• Location Data – the location data must be accurate for location-based marketing to work. If your location
data is inaccurate or ineffective, you will target customers with irrelevant content.
• Getting Customers’ Attention – customers receive many notifications, and it can be hard to ensure
customers see your campaigns. Send users personalized content, so they have a reason to continue getting
notifications from you and avoid sending users too much content.

MOBILE MARKETING ANALYTICS

Mobile marketing analytics is a process of gathering data and insights from mobile marketing campaigns
and mobile applications. This data is then analyzed to improve marketing campaigns, optimize user

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experience, and drive business growth. Mobile marketing analytics helps organizations to understand user
behaviour, preferences, and needs, which can help them create more targeted and effective marketing
campaigns. This article will provide an overview of mobile marketing analytics and discuss some of its
key components.

Mobile Marketing Analytics Components

✓ Mobile App Analytics: Mobile app analytics provide insights into how users are interacting with an
organization’s mobile application. These insights can help organizations to identify areas for improvement,
such as usability, engagement, and retention. Mobile app analytics can also help organizations to understand
user behaviour, preferences, and needs. Common metrics used in mobile app analytics include active users,
retention rate, time spent in the app, user flow, and app crashes.
✓ Mobile Web Analytics: Mobile web analytics provide insights into how users are interacting with an
organization’s mobile website. These insights can help organizations to identify areas for improvement,
such as page load times, user engagement, and conversion rates. Mobile web analytics can also help
organizations to understand user behaviour, preferences, and needs. Common metrics used in mobile web
analytics include bounce rate, click-through rate, time spent on site, user flow, and conversion rate.
✓ Mobile Ad Analytics: Mobile ad analytics provide insights into how users are interacting with an
organization’s mobile advertising campaigns. These insights can help organizations to optimize their
advertising campaigns for better performance. Mobile ad analytics can also help organizations to
understand user behaviour, preferences, and needs. Common metrics used in mobile ad analytics include
impressions, clicks, click-through rate, conversion rate, and cost per click.
✓ Mobile CRM Analytics: Mobile CRM analytics provide insights into how users are interacting with an
organization’s mobile CRM system. These insights can help organizations to optimize their customer
relationship management processes. Mobile CRM analytics can also help organizations to understand user
behaviour, preferences, and needs. Common metrics used in mobile CRM analytics include customer
engagement, customer retention, customer lifetime value, and customer satisfaction.

Mobile Marketing Analytics Techniques

✓ A/B Testing: A/B testing is a technique used to compare two different versions of a mobile marketing
campaign or mobile application to determine which one performs better. A/B testing is commonly used in
mobile app development to test different user interfaces, layouts, and features. A/B testing can also be
used in mobile advertising campaigns to test different ad copy, images, and targeting parameters.
✓ Segmentation: Segmentation is a technique used to group users based on shared characteristics,
such as demographics, behaviour, or preferences. Segmentation can help organizations to create more targeted

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and effective mobile marketing campaigns. For example, an organization could segment users based on their
location, interests, or past purchase history.
✓ Personalization: Personalization is a technique used to customize mobile marketing campaigns and
mobile applications for individual users. Personalization can help organizations to create more engaging and
relevant experiences for their users. For example, an organization could personalize a mobile application by
providing customized content based on a user’s interests or location.
✓ Predictive Analytics: Predictive analytics is a technique used to predict future user behaviour based
on past behaviour and other data. Predictive analytics can help organizations to identify patterns and trends
in user behaviour, which can be used to create more effective mobile marketing campaigns. For example, an
organization could use predictive analytics to identify users who are most likely to make a purchase and
target them with personalized offers.

Tools and Platforms :

Several tools and platforms are used to gather and analyze mobile marketing data:
• Google Analytics for Mobile: Tracks user interaction within mobile apps.
• Appsflyer: Offers attribution analytics, helping understand which campaigns lead to installs or
actions.
• Mixpanel: Tracks user interactions in the app, helping understand user behaviour.
• Adjust: Provides mobile measurement and fraud prevention.

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UNIT – V

ANALYTICS AND REPORTING

Web analytics and reporting offer valuable data-driven insights that play a crucial role in guiding the
decision-making process for any business. By analysing user behaviour and performance metrics, you can
identify your business’s strengths, weaknesses, and areas that require improvement. With this information,
you can then make informed decisions, optimize your marketing efforts, and achieve better results in
attracting better qualified leads and driving more sales. Leveraging these insights enables you to continuously
improve your marketing strategies and enhance your overall performance.

IMPORTANCE OF ANALYTICS IN DIGITAL MARKETING

What is Analytics in Digital Marketing?

Analytics refers to the process of measuring, managing and analyzing data to make informed
decisions. In digital marketing, analytics involves tracking the performance of a campaign, website or other
digital assets to understand how they are performing and how they can be improved.
Analytics play a pivotal role in digital marketing by offering insights into the performance of campaigns,
customer behaviour, and the overall effectiveness of marketing strategies. Here's why analytics is crucial:
✓ Data-Driven Decision Making: Analytics provides valuable data that helps marketers make informed
decisions. It allows them to understand what works and what doesn't by analyzing metrics like website
traffic, user engagement, conversion rates, etc.
✓ Understanding Audience Behaviour: Analytics tools track user behaviour, preferences, and
demographics. This data aids in creating targeted and personalized marketing campaigns that resonate with
specific audience segments, thereby improving conversion rates.
✓ Optimizing Campaign Performance: Through analytics, marketers can measure the performance of their
campaigns in real-time. They can identify underperforming aspects and make necessary adjustments to
improve ROI, whether it's tweaking ad copies, adjusting targeting parameters, or changing the timing of
campaigns.
✓ ROI Measurement: Analytics helps in measuring the return on investment (ROI) for marketing efforts.
It allows marketers to attribute conversions and sales to specific campaigns or channels, enabling better
budget allocation and resource optimization.
✓ Predictive Analysis: Advanced analytics tools can forecast future trends based on historical data.
Marketers can anticipate customer behaviour, identify potential opportunities, and proactively adapt
strategies to stay ahead in the market.
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✓ Enhancing User Experience: By analyzing user interactions with websites or apps, marketers can
enhance the overall user experience. Understanding user behaviour helps in optimizing websites/apps for
better navigation, faster loading times, and more engaging content.
✓ Competitive Advantage: Leveraging analytics effectively can provide a competitive edge. Understanding
market trends, consumer preferences, and emerging patterns allows marketers to stay ahead of competitors
and adapt quickly to changing market conditions.
✓ Continuous Improvement: Analytics isn't just about monitoring; it's about continuous improvement.
Marketers can run A/B tests, analyze results, and iterate on their strategies to continually optimize
performance and achieve better results.
In essence, analytics in digital marketing isn't just about gathering data; it's about extracting
actionable insights that drive better decision-making and ultimately lead to more successful marketing
campaigns.

SETTING UP WEB ANALYTICAL TOOLS (EG:- GOOGLE

ANALYTICS)

Setting up web analytics tools is a crucial step in digital marketing as it allows you to gather data, analyze
user behaviour, and measure the performance of your online efforts. Here's a general guide to setting up web
analytics tools:

1. Define Your Objectives:

Clearly outline your digital marketing objectives. Whether it's increasing website traffic, improving
conversion rates, or tracking specific user interactions, having clear goals will guide your analytics setup.
2. Choose a Web Analytics Tool:
There are several web analytics tools available. Google Analytics is one of the most popular and widely used,
but other options like Adobe Analytics, Matomo, and Hotjar also exist. Choose the tool that aligns with your
needs and budget.
3. Create an Account:
Sign up for an account with your chosen web analytics tool. Follow the platform's instructions to set up your
account and configure the basic settings.
4. Install Tracking Code:
Once you have an account, you'll need to install a tracking code on your website. In the case of Google
Analytics, this involves adding a piece of JavaScript code to every page of your site. This code collects data
and sends it to the analytics platform.
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5. Set Up Goals and Conversions:

Define what actions on your website represent a successful outcome (e.g., form submissions, product
purchases). Set up goals or conversions in your analytics tool to track these actions.
6. Enable E-commerce Tracking (if applicable):
If you have an online store, enable e-commerce tracking to monitor transactions, revenue, and other related
metrics.
7. Configure Site Search (if applicable):
If your website has a search feature, configure site search tracking to understand what users are searching
for on your site.
8. Link to Other Platforms:
If you're using other digital marketing platforms (e.g., Google Ads, social media ads), link them to your web
analytics tool. This integration allows you to see the full picture of your marketing efforts in one place.
9. Customize Dashboards and Reports:
Customize your analytics dashboard to display the metrics that matter most to your objectives. Set up regular
reports to stay informed about your website's performance.
10. Monitor and Analyze Data:
Regularly review your analytics data to gain insights into user behaviour, traffic sources, and other key
metrics. Use this information to make informed decisions and optimize your digital marketing strategy.
11. Stay Compliant with Privacy Regulations:
Ensure that your data collection practices comply with privacy regulations such as GDPR or CCPA. Respect
user privacy and clearly communicate your data usage policies.
12. Continuous Optimization:
Regularly revisit your analytics setup to ensure it aligns with your evolving business goals. Stay informed
about updates to your chosen analytics tool and adopt new features or improvements as needed.
Remember that setting up web analytics is an ongoing process. Regularly assess your data, make
adjustments, and optimize your digital marketing efforts based on the insights you gather.

Steps To Create A Account In Google Analytics Tool

1. Create a Google Analytics account

2. Add the name, URL, and industry of the website you want to track
3. Add a data stream or view to your property
4. Add your tracking code directly after the <head> tag of your site.
5. Visit your Google Analytics portal and verify the code is working or not.

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1. Create a Google Analytics account

First, you'll have to create a Google Analytics account.

2. Add the name, URL, and industry of the website you want to track.

Choose which account you want to add the property to.

You should create and name your Property at this point and enter the website's URL as well as industry and
reporting time zone. Then you'll be able to Create and Finish this step of the process.

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3. Add a data stream or view to your property

Note: Google Analytics 4 no longer uses "Views" but it instead has "Data Streams" with similar functionality.
Keep this in mind when following these steps using Universal Analytics.
To add a view to your Universal Analytics account, go to the account and property you want to add a view

to —

use the menu to Create a View, name your view, select the type of view (web or app), and answer a few other
questions. Remember, you can add up to 25 views to a property in GA.

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To add a data stream to your GA4 account, go to the account and property you want to add a data stream to
— use the menu to add a Data Stream. Choose or add a stream, and save it

4. Add your tracking code directly after the <head> tag of your site.
• When you create a property, you'll have access to a unique ID for tracking and a global site tag (code you
need to add to each site page you want to measure). This is how you'll be able to collect data in your
property.
• Then, paste your global site tag right after the opening <head> tag on each site page you plan on measuring.
• You'll be asked to choose your type of site (static, dynamic, web hosting, Google Tag Manager) so that you
can set up the data collection accurately.

5. Visit your Google Analytics portal and verify the code is working or not.
• Lastly, verify your code is working. You can do this by looking at the Real-Time reports section while
clicking around on your site in a different tab or on your phone. The report should show at least one visitor
to the site (that’s you!)

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TRACKING AND MEASURING KEY PERFORMANCE INDICATORS

(KPI’S)

Tracking and measuring key performance indicators (KPIs) is crucial for evaluating the success and progress
of businesses, projects, or initiatives. Here’s a basic breakdown of how to effectively manage KPIs:

➢ Define Clear Objectives:

Identify what you want to achieve and ensure these goals align with your organization's overall strategy.
➢ Select Relevant KPIs:
Choose indicators that directly reflect progress towards your objectives. These KPIs should be specific,
measurable, achievable, relevant, and time-bound (SMART).
➢ Establish Benchmarks and Targets:
Set realistic benchmarks and targets based on historical data, industry standards, or desired performance
levels.
➢ Utilize Tracking Tools:
Leverage various tools and software to collect and monitor data related to your KPIs. This could involve
analytics platforms, CRM systems, project management tools, etc.
➢ Regular Monitoring and Analysis:

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Consistently track and analyze KPI data. This allows you to identify trends, patterns, and areas needing
improvement or optimization.
➢ Adaptation and Action:
Based on your findings, adjust strategies, tactics, or workflows to optimize performance. Regularly
review KPIs and be ready to modify them if needed.
➢ Communication and Transparency:
Share KPI progress with relevant stakeholders, teams, or departments. Transparent communication fosters
a shared understanding of goals and progress.
➢ Continuous Improvement:
Regularly revisit and reassess your KPIs. Business landscapes change, so KPIs may need adjustment to
stay aligned with evolving goals.

Examples of KPIs:
a. Financial : Revenue growth, profit margins, customer lifetime value.
b. Operational : Customer acquisition cost, employee productivity, inventory turnover.
c. Marketing : Conversion rates, website traffic, social media engagement.
d. Customer Service : Net Promoter Score (NPS), customer satisfaction, resolution time.
Remember, the choice of KPIs depends on your industry, goals, and the specific aspects of your
business you want to improve or monitor. Regularly refining and adapting KPIs ensures they remain
effective in measuring success.

CONVERSION TRACKING AND OPTIMIZATION

Conversion tracking and optimization are essential components in digital marketing to measure and enhance
the effectiveness of online campaigns.

CONVERSION TRACKING
Definition: Conversion tracking involves monitoring and analysing user actions or behaviours that align
with your campaign goals.

Below are the ways of conversion tracking:

• Types of Conversions: These can be varied—sales, sign-ups, form submissions, app downloads,
etc.
• Tools: Utilize tools like Google Analytics, Facebook Pixel, or other platform-specific trackers to
monitor conversions.
• Implementation: Embed tracking codes or pixels on your website or app to capture user activities.
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• Data Analysis: Gather data on user interactions, traffic sources, and conversion paths to understand
what works and what needs improvement.
• Adjustment: Use insights to tweak campaigns, target audiences, messaging, and landing pages to
optimize for higher conversions.

OPTIMIZATION TECHNIQUES
Definition: Optimization Techniques are used to make small changes to a website or campaign with the
goal of increasing its performance.

Below are the ways of Optimization Techniques:

 A/B Testing: Compare two versions of a webpage, ad, or email to determine which performs better in
driving conversions.
 Audience Segmentation: Divide your audience based on demographics, behaviours, or interests to
tailor campaigns for specific groups.
 Optimized Landing Pages: Ensure that the landing pages align with ad messaging, load quickly, and
have clear calls-to-action.
 Ad Creative and Copy Optimization: Test different ad formats, visuals, headlines, and ad copy to
identify the most compelling elements.
 Budget Allocation: Adjust budget distribution based on the performance of different campaigns or
channels.
 Continuous Monitoring: Regularly review data, adapt strategies, and keep up with changing trends to
stay relevant and effective.

Tips for Effective Conversion Tracking and Optimization:

 Clearly Defined Goals: Set specific, measurable, achievable, relevant, and time-bound (SMART) goals
for campaigns.
 Consistent Monitoring: Regularly track and analyse metrics to identify patterns and trends.
 Testing and Experimentation: Don’t settle for the status quo—keep testing and experimenting to
uncover new optimization opportunities.
 Learning from Data: Use data-driven insights to make informed decisions rather than relying solely
on sixth sense.

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 Adaptability: Be flexible and ready to adapt strategies based on evolving market trends and consumer
behaviour.

By effectively tracking conversions and optimizing campaigns based on the insights gained,
marketers can improve ROI and achieve better results from their digital marketing efforts.

REPORTING AND DATA VISUALIZATION

Reporting and data visualization play crucial roles in digital marketing by helping professionals make
informed decisions, track performance, and communicate results to stakeholders. Here are key aspects of
reporting and data visualization in digital marketing:

REPORTING IN DIGITAL MARKETING

1. Data Sources:
- Google Analytics: Provides insights into website traffic, user behaviour, and conversions.
- Social Media Platforms: Platforms like Facebook, Twitter, and Instagram offer analytics on
engagement, reach, and demographics.

- Email Marketing Tools: Tools like Mailchimp or Constant Contact provide data on email campaign
performance.

2. Key Performance Indicators (KPIs):

- Identify and track KPIs relevant to your goals, such as conversion rates, click-through rates (CTR),
cost per click (CPC), and return on investment (ROI).
3. Dashboard Creation:
- Use tools like Google Data Studio, Tableau, or Microsoft Power BI to create dashboards that
consolidate data from various sources for a comprehensive view.
4. Regular Reporting:
- Schedule regular reports to monitor ongoing campaigns and overall digital marketing performance.
5. Customization:
- Tailor reports based on the audience. Executives may prefer high-level insights, while marketing teams
might need more granular data.
6. Comparative Analysis:
- Compare current performance with historical data to identify trends and assess the impact of changes
or campaigns.

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DATA VISUALIZATION IN DIGITAL MARKETING

1. Graphs and Charts:
- Use line charts, bar graphs, and pie charts to represent data visually. For example, show the growth in
website traffic over time or the distribution of marketing spend across channels.
2. Heatmaps:
- Identify areas of high and low engagement on websites or in email campaigns using heatmaps. This
helps optimize content placement and design.
3. Geospatial Visualization:
- Map out the geographical distribution of website visitors or customer locations to tailor regional
marketing strategies.
4. Funnel Visualization:
- Represent the customer journey visually, from awareness to conversion, using funnel charts. This
helps identify drop-off points in the conversion process.
5. Word Clouds:
- Summarize large sets of textual data, such as customer feedback or social media comments, with
word clouds to highlight common themes.
6. Interactive Visualizations:
- Create interactive dashboards that allow users to explore data on their own, facilitating a deeper
understanding of the insights.
7. A/B Testing Results:
- Display the results of A/B tests visually, making it easier to interpret variations in performance metrics.
8. Social Media Analytics:
- Visualize social media metrics like engagement, shares, and comments over time to understand the impact
of social campaigns.

Remember, effective reporting and visualization should focus on telling a story with the data, making it
easier for stakeholders to grasp insights and make data-driven decisions in the dynamic field of digital
marketing.

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KEYWORDS

1) Campaigns → Set of activities performed to reach the marketing goals.

2) Bounce rate and Sessions : Bounce rate is the percentage of visits to your website where only 1 page
was viewed. When we say users "bounce," we mean they viewed a page of your site or a landing page
but didn't engage further.
3) Bounce Session a bounce session that triggers only a single request to the server,
4) Search Engine Optimisation(SEO) → SEO means Search Engine Optimization and is the process used
to optimize a website's technical configuration, content relevance and link popularity so its pages can
become easily findable, more relevant and popular towards user search queries, and as a consequence,
search engines rank them better.
5) Cut-throat competition → If you describe a situation as cut-throat, that means the people or companies
who Wants success and do not care if they harm each other in getting it.
6) Passive users→ Do not have full control of the technology
7) Active users → Have enough control to operate the technology.
8) Influencer Marketing → Influencer marketing is a collaboration between popular social-media users
and brands to promote brands' products or services.
9) Conversion rate optimization (CRO) → It is the practice of increasing the percentage of users who
perform a desired action on a website. Desired actions can include purchasing a product, clicking 'add
to cart', signing up for a service, filling out a form, or clicking on a link.
10) Organic Search → Organic search is a type of organic marketing, improves your website's search
results through optimizations.
11) Organic search engine → the number of web site page visited.
12) Entrepreneurs→ a person who sets up a business or businesses, taking on financial risks in the hope
of profit.
13) Army of advocates → This means that your people have access to a huge group of followers that aren't
currently listening to your brand.
14) A/B testing → also called split testing or bucket testing—compares the performance of two versions of
content to see which one appeals more to visitors/viewers.
15) Vendors → Their role is to be your digital advertising intermediary. You agree on a budget, and then
they create campaigns and buy ads on your behalf.
16) Stakeholders → A stakeholder is a person, group or organization in the decision-making and activities
of a business, organization or project.
17) CRM (Customer Relationship Management) → Customer Relationship Management (CRM) is a
strategy that companies use to manage interactions with customers and potential customers.
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18) Potential customers → A person who has the potential to be interested in the services and products
that are offered by the company but has not yet purchased.
19) Supervisors → Marketing Supervisors oversee the performance of employees in
the marketing department.
20) Call tracking and website analytics → Call tracking involves using a unique phone number to track
the source of incoming calls to a business. Website analytics - Web analytics is the process of analyzing
the behaviour of visitors to a website.
21) Blogs → Who updates the information everyday.
22) E-books → Electronic book is a digital book which is available in online.
23) Forums → A public meeting place for open discussion.
24) Opportunities on other websites, such as guest blogs → Guest blogging is when you invite someone
from outside of your company to write a blog that will be published on your website.
25) White pages → It contains in depth explanation of problems with related solutions.
26) Paid search results → Paid search is a type of digital advertising where businesses pay to display their
ads on search engine results pages (SERPs).

27) Front-end planning → The process of developing sufficient strategic information with which owners
can identify risk and decide to allocate resources to maximize the chance for a successful project.
28) Demographics → Demographics are statistics that describe populations and their characteristics.
Demographic analysis is the study of a population-based on factors such as age, race, and sex.
29) Key Performance Indicator (KPIs) → Key Performance Indicators are metrics that show the
performance in numbers, of a specific action in Digital Marketing.
30) Consultants → A digital marketing consultant is a professional who focuses on creating promotional
and advertising campaigns for digital platforms.
31) Freelancers → A freelance digital marketer is an independent professional who uses digital means to
promote a client's products and improve sales.
32) Landing Pages → A landing page is a standalone web page that a person "lands" on after clicking
through from an email, ad, or other digital location.
33) Retailer → Retail media networks are a type of advertising platform that allows retailers to sell ad
space on their digital channels to third-party brands.

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