MOOCS REPORT

ON
DIGITAL MARKETING
By Google
Course Era

Graphic Era Hill University, Dehradun

School of Computing Department of Computer
Applications

MOOCS COURSE DETAILS

Course Title Digital marketing

Platform Course era

Offering institution Google

Course duration 3 months

Instructor Amanda brophy

Certificate url https://www.coursera.org/account/accomplishments/verify/

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CONTENT
S.N Topic Remark
o
1. Abstract
2. Introduction
3. Concept: Digital Marketing
4. Digital Marketing Objectives
5. Digital Marketing Benefits
6. General Electrics
7. Digital Marketing Techniques
used by General Electrics
8. Conclusion
9. Bibliography
 INTRODUCTION

There is no doubt about the fact that internet has changed the world we live in. Never before has it
been so easy to access information; communicate with the people all over the globe; and share
articles, videos, photos, and all manner of media.

The internet has led to an increasingly connected environment, and the growth of internet usage
has resulted in the declining distribution of traditional media such as television, radio, newspapers,
and magazines. Marketing in this connected environment and using that connectivity to market is
Digital Marketing.

WHAT IS DIGITAL MARKETING?

The concept of Digital Marketing is the combination of two terms which is Digital and
Marketing. Thus the term Digital Marketing can be defined as the technique to target the desired
audience for the purpose of sale of products or services by the means of digitalisation such as
social media marketing, content writing, blogs writing etc.

The Digital Marketing concept has been given more importance and come into picture over last
decade. Earlier the concept of marketing revolves around the traditional methods of marketing
such as marketing through print media, and visual media etc.

The aim of both the methods of marketing is always to target more desired audience, create new
customers, retain old customers and increase the level of profitability. The major difference
between the two methods of marketing is the mode of marketing that is change from print media
to digitalisation.

WHAT IS TRADITIONAL MARKETING?

The traditional manner of marketing involved businesses to advertise their products or services on
print media, radio and television commercials, business cards, bill boards, and in many other
similar ways where Internet or social media websites were not employed for advertising.

Traditional marketing policies had limited customer reachability and scope of driving customers’
buying behaviour.
DIFFERENCE BETWEEN TRADITIONAL MARKETING AND
DIGITAL MARKETING?

The following table lists a few points that differentiate digital marketing from traditional
marketing –

S.N TRADITIONAL DIGITAL MARKETING

o MARKETING
Communication is unidirectional. Communication is bidirectional.
1
Means, a business communicates The customer also can ask queries
about its products or services with or make suggestions about the
a group of people. business products and services.
Medium of communication is Medium of communication is
2.
generally phone calls, letters, and mostly through social media
Emails. websites, chat, and Email.
There is always a fast way to
3.
Campaigning takes more time for develop an online campaign and
designing, preparing, and carry out changes along its
launching. development. With digital tools,
campaigning is easier.
It is carried out for a specific The content is available for general
4.
audience throughout from public. It is then made to reach the
generating campaign ideas up to specific audience by employing
selling a product or a service. search engine techniques.
It is conventional way of
5. It is best for reaching global
marketing; best for reaching local
audience.
audience.
It is easier to measure the
6. It is difficult to measure
effectiveness of a campaign
the effectiveness of a
through analytics.
campaign.
 DIGITAL MARKETING OBJECTVES

In order to ach ieve the bus ines s mis s ion and goa ls on the w eb, the compani es need s pecif ic dig ita l ma
rket ing obj ectiv es that w ill guide their online promotiona l ac tivi ties . Ea ch ca mpaign which compan y crea
te and all ads that one run s hould be in lin e w ith their mark eting obj ectiv es and be relevan t to the targe t
marke t.

The co mp anies s hould bench mark aga ins t the compe titors to ens ure that the y are mo re effe ctive.

Here are 5 important objectives to include in your marketing strategy

1. Increase Sales- Increas ing s ales or le ads is a top lev el digit al marke ting obj ective for ma n y bus in ess es
bec aus e it improves revenues and is eas y to meas ur e. U s ing ke y perfor man ce ind icators (K P I), one
can th en benchmark the ir progres s tow ards achi eving the obj ective and can track th is in the s preads hee
ts . An exa mpl e of a S MA RT obj ectiv e w ould be: “Increas e s ales b y 10% from exis ting cus tomers b y
D ec 2015”.
2. Improve conversion rate- This is another digita l mark eting objective that can be tra cked in Google Anal
ytics . By setting up goal tracking in Analytics , one will have reports on conversions for the traffic sources
, campaigns , keywords , landing pages , locations and so on. With this data the companies can thetrack

a conversion rate objective like: “ Improve organic traffic conversion rate by 25% by Nov 2015”

3. Percentage of return visitors- The N ew v/s Returning vis itors is a met ric that is avail able in Ana l yt ics
and it is eas y to track. K now ing how ma n y vis itors return is an i mport ant obj ective becaus e it helps yo
u s ee how effec tive you r bus ines s is at vis i tor and cus to me r lo ya lt y. This helps the co mp anies to
creat e a s pecif ic and me as urabl e obj ective that is relevan t to yo ur spec ific indus tr y and an exampl e
is : “ 15% of vis itors s hould be return ers b y the end of the ye ar”

BENEFITS OF DIGITAL MARKETING OVER TRADITIONAL MARKETING

Clearl y the world of technolog y, digit al ma rketing and s ocia l medi a is having a s ignific ant impac t on how
w e behave s ocial l y act as cons u me rs and how w e do bus ines s s o it cou ld be fair to s a y that an y bus ines
s that does not adapt to the new era of marke ting and communi cat ions is in danger of los ing out.
Following are the benefits that the company may enjoy woth the help of Digital Marketing over
Traditional Marketing:-

1. Reduced Cost : The bus ines s can develop i ts online ma rket ing s trateg y for ver y li ttl e cos t and can
potent iall y rep lace cos tl y adver tis ing channe ls s uch as Yellow P ages , telev is ion, radio and ma gaz
ine.
2. Real Time Result : The Co mp an y is not required to w ait w eeks for a boos t in their bus ines s like the y
have to w ait for a fax or for m to be returned. The y can s ee the numbers of vis itors to their s ite and its s
ubs cribers increas e, peak trad ing ti mes , convers ion rates and mu ch mo re at the touch of a button.
3. Greater Engagement : With dig ita l ma rket ing one can encour age their pros pects , cli ents and follow ers
to tak e action, vis i t their w ebs ite, read about products and servi ces , ra te the m bu y the m and provide
 feedback w hich is vis ib le to the ma rket. S o it does n’t tak e long for good publ ici t y to enhance the pros
pects of the bus ines s .
4. Viral : How often do the sales flyers get passed around instantly by the customers and pros pec ts? Onl ine,
us ing s ocia l med ia s hare buttons on the w ebs ite, e ma il and soci al me dia channels enab les the mes s
age to be s hared quickl y.
If w e cons ider the average F acebook us er has 190 friends of w hich an aver age of 12% s ee their liked pos ts –
you r one mes s ag e has actu all y been s een b y 15 new pros pects , now i ma gine a number of the m als o like
and share the mes s age and the ir friends do the s ame.
5. Far Greater Exposure: The firms have the benefit of attractive to customers in results that can be brought
by a medium rapidly. Online marketing gives a range to them of options to promote their business to the
market. Thus , the techniqu e and overa ll succ ess of mark eting s trateg ies rel y on bus ines s obj ectives and
the to tal amount the bus ines s des ire to purchas e onlin e marke ting.
6. Brand Development: A w ell ma in tained w ebs ite w ith quali t y conten t targe ting the needs and adding
valu e to yo ur target audience can provide s ignific ant va lue and lead gener ation opportunit ies . The s a me
can be s aid for util izing soc ial me dia channels and pers onaliz ed e ma il ma rket ing
.