CU-BSC.TTM-SEM-IV-Digital Marketing-Second Draft

BACHELOR OF SCIENCE TRAVEL AND TOURISM MANAGEMENT SEMESTER-IV DIGITAL MARKETING

CHANDIGARH UNIVERSITY Institute of Distance and Online Learning SLM Development Committee Prof. (Dr.) H.B. Raghvendra Vice- Chancellor, Chandigarh University, Gharuan, Punjab:Chairperson Prof. (Dr.) S.S. Sehgal Registrar Prof. (Dr.) B. Priestly Shan Dean of Academic Affairs Dr. Nitya Prakash Director – IDOL Dr. Gurpreet Singh Associate Director –IDOL Advisors& Members of CIQA –IDOL Prof. (Dr.) Bharat Bhushan, Director – IGNOU Prof. (Dr.) Majulika Srivastava, Director – CIQA, IGNOU Editorial Committee Prof. (Dr) Nilesh Arora Dr. Ashita Chadha University School of Business University Institute of Liberal Arts Dr. Inderpreet Kaur Prof. Manish University Institute of Teacher Training & University Institute of Tourism & Hotel Management Research Dr. Manisha Malhotra Dr. Nitin Pathak University Institute of Computing University School of Business © No part of this publication should be reproduced, stored in a retrieval system, or transmitted in any formor by any means, electronic, mechanical, photocopying, recording and/or otherwise without the prior written permission of the authors and the publisher. SLM SPECIALLY PREPARED FOR CU IDOL STUDENTS 2 CU IDOL SELF LEARNING MATERIAL (SLM)

First Published in 2021 All rights reserved. No Part of this book may be reproduced or transmitted, in any form or by any means, without permission in writing from Chandigarh University. Any person who does any unauthorized act in relation to this book may be liable to criminal prosecution and civil claims for damages. This book is meant for educational and learning purpose. The authors of the book has/have taken all reasonable care to ensure that the contents of the book do not violate any existing copyright or other intellectual property rights of any person in any manner whatsoever. In the event the Authors has/ have been unable to track any source and if any copyright has been inadvertently infringed, please notify the publisher in writing for corrective action 3 CU IDOL SELF LEARNING MATERIAL (SLM)

CONTENT Unit - 1: Introduction To Digital Marketing–I...........................................................................5 Unit – 2: Introductions To Digital Marketing -II.....................................................................22 Unit – 3: Digital Marketing Techniques ..................................................................................38 Unit– 4: Components Of Digital Marketing ............................................................................50 Unit – 5: E- Customers ............................................................................................................74 Unit – 6: Online Buying Process .............................................................................................89 Unit – 7: E-Market .................................................................................................................100 Unit – 8: Digital Marketing Tools- I......................................................................................114 Unit – 9: Digital Marketing Tools- II ....................................................................................135 Unit – 10: Digital Marketing Plan .........................................................................................167 Unit – 11: Space Management...............................................................................................198 Unit – 12: Social Media Marketing .......................................................................................220 Unit – 13: Ux Design .............................................................................................................239 Unit –14: E-Mail Marketing ..................................................................................................252 4 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 1: INTRODUCTION TO DIGITAL MARKETING–I STRUCTURE 1.0 Learning Objective 1.1 Introduction 1.2 What is Digital Marketing? 1.3 Evolution of Digital Marketing 1.3.1 Digital Marketing objectives, definition, scope and benefits. 1.4 Recent Developments & Strategies 1.5 Summary 1.6 Keywords 1.7 Learning activity 1.8 Unit end questions 1.9 References 1.0 LEARNING OBJECTIVES After studying this unit, the student will be able to  To know about digital marketing and its evolution  To analyze recent development of digital Marketing.  To understand the difference between Traditional and Digital Marketing  To learn what is inbound marketing 1.1 INTRODUCTION India has 560 million active Internet users as of 2019. It is the second-largest online market, behind China.Internet penetration rate in India went up to nearly around 45% in 2021, from just about 4% in 2007 5 CU IDOL SELF LEARNING MATERIAL (SLM)

Fig 1.1 – Graph showing internet users in INDIA The number of active internet users is likely to grow nearly 45% to 900 million by 2025 compared to 622 million as of 2020.On average, active internet users spend around 2 hours daily online. “Due to affordability of mobile devices and cheaper data plans, accessing the internet through a mobile device has clearly become the first choice,\" the IAMAI report said. “WhatsApp has over 53 crores users, YouTube - 44.8 crores users in India, Facebook - 41 crores and Instagram has 21 crores” - Union Minister Ravi Shankar Prasad. Fig 1.2 – Monthly social media usage statistics Globally, it is estimated that about 4.54 billion people were active internet users as of January 2021, which represented 59 per cent of the total global population. As technologies continue to evolve in future, these numbers are expected to grow significantly, as the lifestyle of people turns towards the virtual world for all the daily tasks, accessing information, connecting throughout the world, entertainment etc. The Electronic gadgets such as smartphones, laptops, and tablets are another reason where technology is almost involved in everything we do. A marketer maytake advantage of the digital world with an online advertising, by brand image building, providing an excellent customer experience which also brings new 6 CU IDOL SELF LEARNING MATERIAL (SLM)

customers. That is how today’s marketers and communications specialists are forced to turn towards virtual world and utilize all kinds of digital platforms to sustain and grow in businesses. Digital marketing has long gained traction in today’s age. To achieve maximum effectiveness of digital marketing, marketers have to dig deep into present day’s intricate cross-channel world to discover the strategies, which impacts through engagement marketing. By such customer engagement in digital platforms, brand building becomes easy landmarks as an industry thought leader and places the business at the forefront when the customer is ready to buy. By using an Omni-channel digital marketing strategy, marketers can collect valuable insights from target audience while introducing new methods of customer engagement. Companies can also see an increase in customer retention. According to a report by Invesp, “companies with strong Omni-channel customer engagement strategies has retention rate of 89% compared to companies with weak Omni- channel with just 33% retention rate”. In future, we can expect an increase in the variety of wearable devices available to consumers. Forbes forecasts that social media will become increasingly conversational in the B2B space, video content will be refined for search engine optimization (SEO) purposes, and email marketing will become even more personalized. In Saudi Arabia and the UAE, digital marketing improves to gain momentum amid increased internet penetration rate in the region. The UAE, Kuwait, and Bahrain and Iceland, ranks first in the list with the highest percentage (99%) of internet users as of January 2020. In Saudi Arabia, there are 23 million active social media users out of total inhabitants 33.85 million.Hoot suitereport showed that the number of internet users in the Saudi in 2019 reached 30.26 million people (89%) of the population. These figures shows the role of digital marketing, especially for the businesses trying to reach as many potential customers as possible. The emergence of digital marketing as a communication tool for businesses is the natural progression following the implementation of Saudi Vision 2030. The long-term Vision 2030 serves as the socio-economic framework designed to develop the Kingdom into the higher ranks of the world’s best nations. In this framework, several giga-projects have been launched to provide inspiration and Innovation and flourish fruitful engagements for the millennial generation. 1.2 WHAT IS DIGITAL MARKETING? Digital marketing is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. 7 CU IDOL SELF LEARNING MATERIAL (SLM)

Digital marketing refers to advertisement delivered through digital channels such as online search engines, websites, social Medias, email and variousmobile apps. Using these online channels, digital marketing is the method by which companies promotes its goods, services and brands. Now a days Consumers heavily rely on digital channels to research for products. For example, think with Google marketing insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites and 26% search within mobile applications. In this 21st century, utilizing the powerful digital tools to achieve the marketing objectives is a practical route. This keeps to bealigned with the digital transformation happening worldwide. Optimizing the benefits and becoming an expert in the 5Ds of digital marketing are considered a step in the right direction in today’s highly competitive era. 5D’s Digital marketing revolves around these 5D’s which facilitates efficient interaction between any brand and its target audience. It also provides insights into market behavior for better business strategy formulation and implementation. Digital devices: It mainly focuses on the interaction and engagement of target audience on websites and mobile applications using a combination of connected devices. It includes smartphones, tablets, computers / Laptops, TVs, and gaming devices. Digital platforms: These involves the analysis of the preferred platforms or services of the target audience. Some of the popular digital platforms are Facebook, Instagram, Google, YouTube, Snapchat, Twitter, and LinkedIn etc. Digital media: It refers to paid, owned and earned digital channels utilized to build engagement with the target customers through several ways such as e-mails, messages, search engines and social media networks. Digital data: It normally consists of audience profiles, demographic details and frequency of engagement patterns with businesses. Digital technology: It mainly focuses on building interactive experiences in a wide range of digital platforms, from the websites, mobile apps to any in-store kiosks. 8 CU IDOL SELF LEARNING MATERIAL (SLM)

All these 5Ds are essential in gaining an unparalleled edge in digital marketing. It transforms effectively from traditional marketing to Digital marketing while increasing the brand awareness and thrive in a highly competitive and technology-based era. 1.3 EVOLUTION OF DIGITAL MARKETING In present time, the business advertisement without a digital marketing is hard to imagine. The development of digital marketing is inseparable from technology development. The term Digital Marketing was first used in the 1990s. The digital era started with the coming of the internet and through the development of the Web Series 1.0 platform. The Web series1.0 platform allowed users to browse for the information they needed. But it does not allow them to share this information over the common web platform. The marketers at that time worldwide were unsure of the digital platforms. They were not sure that their strategies would work as the internet and digital technology had not yet widespread deployment until1993, which marks the beginning of the transition to the digital era of marketing. The first clickable banner went online live on 1993, after that Hotwired bought a few banner ads for their advertisement. This marked the beginning of the transition to the digital era of marketing from conventional traditional marketing. After 1994, there was a gradual shift by introducing new technologies to enter the digital marketplace platform. This prompted big companies to introduce themselves into digital marketing space, optimizing their websites to pull in higher search engine rankings to reach its potential target audience. In 1996, the launch of a couple more search engines and tools, Hot Bot, Look Smart, and Alexa. September 4, 1998, Google was introduced. Later Microsoft launched the MSN search engine, Yahoo introduced Yahoo web search. There’s no single father for digital marketing. Some argue that Guglielmo Marconi (Invertor of radio in 1896), was the world’s first digital marketer. Some others argue that computer engineer Ray Tomlinson should be credited with the birth of digital marketing. As Ray Tomlinson sent the first email, and his technology allows people to send and receive files through different machines. While there are other several marketing luminaries who have made commendable contributions to the marketing field, few have imprinted a lasting impact on the marketing world like Philip Kotler. He is well-known American professor who has penned more than 60 marketing books and establishing marketing as a field of academic study. Kotler argued that “marketing was an essential part of economics and proposed that demand for goods and services was not only influenced by price, but also by advertising, promotions, direct mail, retailers, and distribution channels.” 9 CU IDOL SELF LEARNING MATERIAL (SLM)

However, the start of Digital Marketing is recognized on 1990 when the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computers was big enough to store high quantity of customer data and information. So the companies started choosing online techniques, such as database marketing, rather than limited list broker. These databases allowed companies to track customers' information more effectively, for the betterment of buyer and seller. However, the manual process was not as efficient as digital platforms. In 1990s, the term Digital Marketing was first coined. With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology. Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the \"You Will\" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad. In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers started searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the traditional marketing of a company. A survey on 2000 in the United Kingdom found that most retailers had not registered their own domain address. These problems encouraged marketers to find new ways to integrate digital technology into the market development. 10 CU IDOL SELF LEARNING MATERIAL (SLM)

In 2007, marketing automation was developed as a response to the ever-evolving marketing issues. Marketing automation is the process by which software is used to automate conventional marketing processes. It helpedcompany’s segment customers, launch multichannel marketing campaigns, and provide personalized information for customers. based on their activities. In this way, theuser’s activity triggers a personal message that is customized to the user in their preferred platform. However, despite the benefits of marketing automation many companies are still struggling to adopt it. Digital marketing became more sophisticated between 2000 and 2010, on the introduction of advanced digital devices in market, capable of accessing digital media led to sudden growth. With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in their daily lives. They expected a seamless user experience in different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology. Digital marketing is sometimes also referred as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the USA 'online marketing' is still a popular term. In Italy, digital marketing is referred to as 'web marketing'. Globally, digital marketing has become the most common term, after the year 2013. 1.3.1 Digital Marketing Definition, Objectives, Scope and benefits Digital marketing, also called online marketing, is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. Essentially, if a marketing campaign involves digital communication, it's digital marketing The Scope of Digital Marketing: More than half of consumers discover companies through social media news feeds. Companies can reach almost 1 million customers via Instagram alone, and more than 9 million businesses use Facebook to connect with consumers. Companies leverage social media platforms for both business-to-business (B2B) and business-to-consumer (B2C) digital marketing campaigns. B2B: To generate leads, B2B marketers are active on social media platforms like LinkedIn and Twitter. They also often rely on PPC campaigns to reach their target audiences without spending too much money. B2C: B2C marketers focus on improving brand awareness and attracting customers to their websites and products using social media platforms like Facebook, Twitter, Instagram, and Pinterest. 11 CU IDOL SELF LEARNING MATERIAL (SLM)

While posting ads and content on Facebook and other popular platforms continue to be an effective way to reach your target market, the scope of digital marketing encompasses much more than just social media. In addition to social media, savvy businesses also employ the following methods to reach new audiences while building (and maintaining) their brand awareness: Paid search: Marketers pay Google and other search engine companies a fee whenever someone types in your keyword, and their ad is shown at the top of the search results (“PPC” model). Organic (or natural) search: This method takes more finesse than PPC since marketers are using keyword analysis and other search engine optimization (SEO) methods to naturally push their content to the top of the list of natural search results on Google and other search engines. Email marketing campaigns: Believe it or not, email marketing campaigns (if done properly) are still very effective at reaching your target market, and they’re also very accessible for small businesses. Content marketing: Publishing helpful articles, guides, tutorials, and other online content (in addition to webinars and podcasts) that engages your target audience is the essence of content marketing. Webinars: This is a great way to provide something of value to target consumers while also promoting your brand and products. Podcasts: Compelling audio content is another way to reach your audience and can be used in conjunction with other media for broader marketing campaigns. The Scope of Digital Marketing in 2021 is Much Larger Digital marketing trends evolve each year as more companies enter the space and new technologies emerge. Looking ahead to 2021, here are some trends that will help continue to shape this space. Analytics Digital marketing analysis is typically done after the fact. Marketers will publish a piece of content, for instance, and then check to see how effective it was after a few weeks. This is certainly helpful, but real-time analytics is beginning to shake up the world of digital marketing. Conducting real-time analysis allows marketers to both individualize content for smaller subsets of consumers and respond much more quickly to their performance. Social Media Influencers Advertisers in all sectors are connecting with social media influencers to help enhance their brands. This is proving to be an effective digital marketing strategy, largely because 12 CU IDOL SELF LEARNING MATERIAL (SLM)

consumers tend to trust other consumers more than companies advertising products. Expect more companies in 2021 and beyond to use these influencers to drive sales. Also, expect to see fewer celebrities promoting products, as consumers have grown relatively weary of their endorsements. Instead, the trend is moving more toward influencers who have more direct relevance to the product. One great example is make-up artist James Charles, who has become a celebrity but also has expertise specific to cosmetics, which Cover Girl has tapped for its promotions. Video Remains King Video will remain a top strategy in 2021, as digital marketers capitalize on users’ short attention spans and desire to view content instead of reading it. Since 74 percent of consumers in the United States watch online videos each week, this medium will continue to play a significant role in connecting customers and businesses. Most social media channels support video hosting and sharing. One trend to watch out for is SEO for images and video. Typically, people type in keywords relating to a particular image or video, but this can be tedious. More and more users are discovering that they can use existing or new images to search for other, closely related images online. This profoundly increases the scope of digital marketing. By adding relevant keywords to the titles of their images and videos, including alt text in image descriptions, and using other such methods, advertisers will make it easier for potential customers to find them. Artificial Intelligence Artificial intelligence (AI) enables digital marketers to better analyze user data so they can further customize the customer journey. AI helps companies understand a great deal about customers and how to best target audiences. AI also provides users with a more personalized experience, giving them customized assistance at each stage of the buying process. Businesses can achieve this customer experience by automating ads to targeted audiences using programmatic advertising. Programmatic advertising is expected to account for more than 72 percent of online marketing spend in 2021. Augmented and Virtual Reality 13 CU IDOL SELF LEARNING MATERIAL (SLM)

Companies will continue to use augmented reality (AR) and virtual reality (VR) in their marketing strategies to enhance brand awareness and satisfy customer demand. Companies like Starbucks, Nivea, and Volkswagen have launched successful AR and VR campaigns to offer customers an experience that better connects them to their brands and products. Omni-channel Marketing While today’s consumer expects every business to at least have an online presence, using a variety of media to engage your target market in a seamless manner is ideal. Often referred to as “Omni-channel” marketing, this approach does away with any barriers or “silos” that different media may impose. For instance, a product advertised on television should also have an online tie-in that’s optimized for both desktop and mobile users. The point is consumers may use a variety of media to learn about and engage with your product (or service) before and after they buy. If there isn’t a smooth handoff among these different platforms, then it may hurt the experience and result in a lost sale. Content to Become More Interactive Interactive content is nothing new, but it’s beginning to be embraced as an effective marketing tool more than ever. Not only do they increase the amount of time a prospective customer engages with your brand, but they allow you to capture more data and, in turn, fine- tune your digital marketing strategy. From the perspective of expanding the scope of digital marketing, interactive content might include contests (e.g., “comment on this post and share it to your timeline to enter”), polls, surveys, or even games. Giving users more opportunities to interact with your brand also plays into the ultimate goal of greater personalization. Benefits The main advantage of digital marketing is that a targeted audience can be reached in a cost- effective and measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales. The benefits of digital marketing include: Global reach - a website allows you to find new markets and trade globally for only a small investment. Lower cost - a properly planned and well-targeted digital marketing campaign can reach the right customers at a much lower cost than traditional marketing methods. Trackable, measurable results - measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising. 14 CU IDOL SELF LEARNING MATERIAL (SLM)

Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them. Openness - by getting involved with social media and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with. Social currency - digital marketing lets you create engaging campaigns using content marketing tactics. This content (images, videos, articles) can gain social currency - being passed from user to user and becoming viral. Improved conversion rates - if you have a website, then your customers are only ever a few clicks away from making a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, digital marketing can be seamless and immediate. Traditional Marketing Vs Digital Marketing Digital marketing is often compared to “traditional marketing” such as magazine ads, billboards, and direct mail. Oddly, television is also lumped in with traditional marketing. Some studies indicate that consumer responses to traditional marketing approaches are becoming less predictable for businesses. According to a 2018 study, nearly 90% of online consumers in the US researched products and brands online before visiting the store or making any purchase. The Global Web Index estimated that in 2018, more than 50% of consumers researched products on social media. It leads to businesses often rely on individuals portraying their products in a positive light on social media and may adapt their marketing strategy to target people with large social media followings in order to generate such comments. In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company. Inbound Marketing Vs Digital Marketing Digital marketing and inbound marketing are more often confused, and for good reason. Digital marketing uses many of the tools as inbound marketing—email and online content etc. Both exist to capture the attention of prospective buyers and turn them into customers. But the 2 approaches take different views of the relationship between the tool and the goal. Digital marketing considers how each individual tool can convert prospects. A brand's digital marketing strategy may use multiple platforms or focus all of its efforts on 1 platform. But Inbound marketing considers the goal first, then looks at the available tools to determine which will effectively reach target audience, and then at which stage of the sales funnel that should happen. The most important thing to remember is that a marketing professional don’t have to choose between the 2, but they work best together. Inbound marketing provides structure and 15 CU IDOL SELF LEARNING MATERIAL (SLM)

purpose for effective digital marketing to digital marketing efforts, making sure that each digital marketing channel works toward a goal. 1.4 RECENT DEVELOPMENTS AND STRATEGIES One of the major changes that occurred in traditional marketing was the \"emergence of digital marketing\", this led to the advancement of marketing strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes, Loredana, 2015). As digital marketing is reliable on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time. Segmentation: More focus is placed on segmentation within digital marketing, in order to target specific audience in both B2B and B2C sectors. Influencer marketing: Important nodes are identified within related communities, known as influencers. This is an important concept in digital targeting. Influencers allow brands to take advantage of social media and the large audiences available on many of these platforms. Making possibilities to reach influencers via paid advertising, such as Facebook Advertising or Google AdWords campaigns, or through sophisticated SCRM (social customer relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage CRM and Salesforce CRM. Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages to reach their potential leads. Online behavioral advertising: It is the practice of collecting information about a user's online activity over time on a particular device and across different, unrelated websites, in order to deliver customized advertisements tailored to that user's interests and preferences. Such Advertisements retargets based on each user behavior and pattern. Collaborative Environment: A collaborative environment has been set up between the organization, the technology service provider, and the digital agencies to optimize effort, share the resources, reusability and communications. Additionally, organizations are inviting their customers to help them better understand how to service them through feed backing / reviews. This source of data is called User Generated Content. Most of this information is acquired through company websites where the organization invites people to share ideas, later evaluated by other users of the site. The most popular ideas are implemented in some form. Using this method of acquiring data and developing new products can foster the organization's relationship with its 16 CU IDOL SELF LEARNING MATERIAL (SLM)

customer. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organization. Data-driven advertising: Users generate a lot of data in every step on the path of customer journey. The brands now uses that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' data can be collected from digital channels (e.g.: when the customer visits a website, reads an e-mail, or launches and interact with a brand's mobile app), brands can also collect data from real-world customer interactions, such as brick and mortar stores visits and from CRM and sales engines datasets. It is also known as people- based marketing or addressable media, data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions. Important point to be noted today while deciding on a strategy is that the digital tools have democratized the promotional strategies, Remarketing: Remarketing allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for some purpose. Game advertising: Game ads are advertisements that exist within video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In- game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols. The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests through online. Businesses started to use social media to select the demographic filters on age range, location, gender, and interests of whom they would like their targeted post to be seen. Furthermore, based on a customer's recent search history they can be ‘followed’ on the internet so they see advertisements from similar brands, products, and services. This allows businesses to target the specific and potential customers that they know it will most benefit from their product or service, something that had limited capabilities up until the digital era. 1.5 SUMMARY  Digital marketing is promotes and connect with potential customers through internet and other forms of digital communication. This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel. 17 CU IDOL SELF LEARNING MATERIAL (SLM)

 This chapter deals with Evolution and concept of digital marketing recent developments and several other strategies that are need for present situation are highlighted.  As digital marketing is consistent on technology which adapts fast-changes, also expected from digital marketing developments and strategies. This portion is an attempt to qualify or segregate the notable highlights existing and being used as of present time. 1.6 KEYWORDS  Non-linear marketing: A type of interactive marketing which builds on businesses collecting information about an Internet user's online activities and trying to be visible in multiple areas. It is centered on reaching prospective customers across multiple online channels  Omni channel:Denoting or relating to a type of retail which integrates the different methods of shopping available to consumers  SEO:Search Engine Optimization  Marketing automation:Process by which software is used to automate conventional marketing processes  CRM:customer relationship management 1.7 LEARNING ACTIVITY 1. Visit 5 websites of Digital Marketing Agencies and understand the role and services offered by them. ___________________________________________________________________________ ___________________________________________________________________ 2. What are the difference between traditional and digital marketing ___________________________________________________________________________ ___________________________________________________________________ 1.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define Digital Marketing 2. Define traditional marketing methods? 3. What are the digital marketing strategies? 18 CU IDOL SELF LEARNING MATERIAL (SLM)

4. What is online behavior in advertising? 5. What is a collaborative environment? Long Questions 1. What is Digital Marketing? 2. Describe the 5 D’s involved in Digital Marketing 3. Write about the recent developments in Digital Marketing 4. Discuss the difference between traditional marketing and Digital Marketing 5. Discuss the relationship between inbound marketing and Digital Marketing B. Multiple Choice Questions 1. Companies with strong Omni channel customer engagement strategies retain an average ___________ of their customers a. 88% b. 90% c. 89% d. 91% 2. ____________ marketing will become even more personalized method of marketing in the future says the record a. Email b. Digital c. Online d. Social media 3. Digital marketing revolves around ______ D’s a. 4 b. 7 c. 10 d. 5 4. The digital marketing word was first used in the ______ a. 1990’s b. 1980’s c. 1970’s d. 2000’s 5. The _________ marked the beginning of the transitions to the digital era of marketing. a. 1998 b. 1956 19 CU IDOL SELF LEARNING MATERIAL (SLM)

c. 1997 d. 1993 Answers 1-c, 2-a, 3-d, 4-a, 5-d 1.9 REFERENCES Reference Books  Nakamura, Leonard I. (FRB); Samuels, Jon (BEA); Soloveichik, Rachel H. (BEA) (October 24, 2017). \"Measuring the \"Free\" Digital Economy within the GDP and Productivity Accounts\" (PDF). SSRN.com. Social Science Research Network publishing working paper 17-37 of the Research Department, Federal Reserve Bank of Philadelphia. p. 37 (Fig. 3). Archived (PDF) from the original on March 20, 2021.  \"Definition of digital marketing\". Financial Times. Archived from the original on 29 November 2017. Retrieved 22 August 2015.  \"The Four Faces of Digital Marketing\". American Marketing Association. Retrieved 22 August 2019.  Nielsen (10 March 2016). \"Digital Advertising is rising in Canada, Requiring More Sophisticated Measures of Success\". Nielsen. Nielsen. Retrieved 25 March 2016.  Nielsen (20 January 2016). \"Connected Commerce is Creating Buyers without Border\". Nielsen Global. Nielsen Global. Retrieved March 25, 2016.  Dahlen, Micael (2010). Marketing Communications: A Brand Narrative Approach. Chichester, West Sussex UK: John Wiley & Sons Ltd. p. 36.  \"Digital Marketing\". Techopedia. Retrieved 22 August 2015.  \"Digital Marketing Systems and Techniques\". Warwick. Retrieved 28 August2019.  \"First Network Email sent by Ray omlinson\". Www.computinghistory.co.uk. Retrieved 9 March 2018.  Schoenbachler, Denise D.; Gordon, Geoffrey L.; Foley, Dawn; Spellman, Linda (1997). \"Understanding consumer database marketing\". Journal of Consumer Marketing. 15 (1): 5–19. Doi: 10.1108/07363769710155820. Websites:  https://blog.hubspot.com/marketing/what-is-digital-marketing  https://neilpatel.com/what-is-digital-marketing/  https://www.investopedia.com/terms/d/digital-marketing.asp  https://www.digitalmarketer.com/digital-marketing/  https://www.digital247.in/  http://nielit.gov.in/aurangabad/content/digital-marketing 20 CU IDOL SELF LEARNING MATERIAL (SLM)

 https://www.thehindubusinessline.com/info-tech/indias-active-internet-population- likely-to-reach-900-  million-by-2025-report/article34714569.ece  https://storage.googleapis.com/wzukusers/user34065638/documents/5cd9227026171P 47vYKC/04-IBMJ%20Vol1%20Issue4%2004.pdf  https://www.digitalmktgblog.com/  https://lastmomenttuitions.com/course/instagram-marketing-crash-course/  https://www.business-standard.com/article/technology/active-internet-users-in-india- likely-to-reach-900-  mn-by-2025-iamai-121060300710_1.html  https://www.scribd.com/document/511293296/Cyber-Security  https://follow.it/digitalpapercuts?action=followPub 21 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT – 2: INTRODUCTIONS TO DIGITAL MARKETING -II STRUCTURE 2.0 Learning Objective 2.1 Benefits of Digital Marketing 2.2 Scope of Digital Marketing 2.3 Common problems that digital marketing can solve 2.4 Issues & Challenges 2.5 Summary 2.6 Keywords 2.7 Learning activity 2.8 Unit end questions 2.9 References 2.0 LEARNING OBJECTIVES After studying this unit, the student will be able to  Understanding the benefits and future scope of Digital Marketing  Learning the issues and challenges in Digital Marketing  Explain the scope of Digital Marketing  Discuss the Benefits of digital marketing 2.1 BENEFITS OF DIGITAL MARKETING Digital marketing has become prominent largely because it reaches such a good audience of individuals, but it offers variety of other advantages also. The digital marketing strategies offer much potential for brands and organizations. A number of them are as follows: Branding Digital marketing platforms and 2.0 services are an excellent opportunity to create a brand image on the online. Thanks to their scope, presence and constant updates. Completeness The possibilities to disseminate information through links offer consumers the prospect to approach the organization during a wider and customized way. Usability–functionality 22 CU IDOL SELF LEARNING MATERIAL (SLM)

Web 2.0 offers simple and user-friendly platforms for beat order to enhance user experience and permit for his or her activities. Interactivity In the context in which organizations try to forge long-term relationships with their audiences, Internet offers the possibility of having a conversation and therefore of generating a positive experience with the brand. Such interactivity can be basic, as product assessment, or become an all-encompassing experience. Visual communication In the context during which organizations attempt to forge long-term relationships with their audiences, Internet offers the likelihood of getting a conversation and thus of generating a positive experience with the brand. Such interactivity are often basic, as product assessment, or become an all-encompassing experience. Relevant advertising Easy segmentation and customization of advertising in Internet maximize the output. Besides, free from the restrictions of other media, this environment has allowed for more attractive advertising. Community connections Internet may be a unique opportunity to attach organizations with their audiences and users among themselves. This connectivity can improve their experience and enhance the connection with the merchandise, brand or organization. Virality The essence of Internet as an internet of interconnected nodes makes exponential expansion of any content possible. Taking the model of WOM (word of mouth) communication, viral communication becomes more relevant thanks to connectivity, instant Ness and shareability of online platforms that enhance the dissemination of content. Measuring output Online platforms rank first within the availability of follow-up options and therefore the possibility to assess output. A broad geographic reach Once you post a billboard online, people can see it regardless of where they're (provided you haven’t limited your ad geographically). This makes it easy to grow your business's market reach. Cost efficiency Digital marketing not only reaches a broader audience than traditional marketing but also carries a lower cost. Overhead costs for newspaper ads, television spots, and other traditional 23 CU IDOL SELF LEARNING MATERIAL (SLM)

marketing opportunities are often high. They also offer you less control over whether your target audiences will see those messages within the first place. With digital marketing, you'll create just 1 content piece that pulls visitors to your blog as long as it's active. You’ll create an email marketing campaign that delivers messages to targeted customer lists on a schedule, and it is easy to vary that schedule or the content if you would like to do so. Once you add it all up, digital marketing gives you far more flexibility and customer contact for your ad spend. Quantifiable results To understand whether your marketing strategy works, you've got to seek out what percentage customers it attracts and the way much revenue it ultimately drives. But how does one do this with a non-digital marketing strategy? There's always the normal option of asking each customer, “How did you discover us?\" Unfortunately, that does not add all industries. Many companies aren't getting to possess one-on-one conversations with their customers, and surveys don't always get complete results. With digital marketing, results monitoring is straight forward. Digital marketing software and platforms automatically track the number of desired conversions that you simply get, whether meaning email open rates, visits to your home page, or direct purchases. Easier personalization Digital marketing allows you to collect customer data during a way that offline marketing can't. Data collected digitally tends to be far more precise and specific. Imagine you offer financial services and need to send special offers to people that have checked out your products. You recognize you will get better results if you target the offer to the person's interest, so you opt to organize 2 campaigns. One is for young families who have checked out your life assurance products, and therefore the other is for millennial entrepreneurs who have considered your retirement plans. How does one gather all of that data without automated tracking? What percentage phone records would you've got to travel through? What percentage customer profiles? And the way does one know who has or hasn't read the brochure you sent out? With digital marketing, all of this information is already at your fingertips. More connection with customers Digital marketing allows you to communicate together with your customers in real-time. More importantly, it lets them communicate with you. Believe your social media strategy. It's great when your audience sees your latest post, but it's even better once they discuss it or share it. It means more buzz surrounding your product or service, also as increased visibility whenever someone joins the conversation. Interactivity benefits your customers also. Their level of engagement increases as they become active participants in your brand's story. That sense of ownership can create a robust sense of brand name loyalty. Easy and convenient conversions 24 CU IDOL SELF LEARNING MATERIAL (SLM)

Digital marketing lets your customers take action immediately after viewing your ad or content. With traditional advertisements, the foremost immediate result you'll hope for may be a call shortly after someone views your ad but how often does someone have the time to succeed in bent a corporation while they're doing the dishes, driving down the highway, or updating records at work? With digital marketing, they will click a link or save a blog post and move along the sales funnel directly. They could not make a sale immediately, but they’ll stay connected with you and provides you an opportunity to interact with them further. Creates growth Digital marketing should be one among the first focuses of just about any business’s overall marketing strategy. Never before has there been how to remain in such consistent contact together with your customers, and zip else offers the extent of personalization that digital data can provide. The more you embrace the chances of digital marketing, the more you will be ready to realize your company's growth potential. It's important for a firm to succeed in bent consumers and make a two-way communication model, as digital marketing allows consumers to offer back feedback to the firm on a community-based site or straight on to the firm via email. Firms should seek this future communication relationship by using multiple sorts of channels and using promotional strategies associated with their target consumer also as word-of-mouth marketing. New non-linear marketing approach Nonlinear marketing, a kind of interactive marketing, may be a long-term marketing approach which builds on businesses collecting information about an online user's online activities, and trying to be visible in multiple areas. Unlike traditional marketing techniques, which involve direct, one-way messaging to consumers (via print, television, and radio advertising), nonlinear digital marketing strategies are centered on reaching prospective customers across multiple online channels. Combined with higher consumer knowledge and therefore the demand for more sophisticated consumer offerings, this alteration has forced many businesses to rethink their outreach strategy and adopt or incorporate Omni channel, nonlinear marketing techniques to take care of sufficient brand exposure, engagement, and reach. Nonlinear marketing strategies involve efforts to adapt the advertising to different platforms, and to tailor the advertising to different individual buyers instead of an outsized coherent audience. Ease of Audience Targeting With digital marketing, businesses can use data to focus on audiences supported factors like gender, age, location, interests, and education. Companies also can retarget potential customers who are already conversant in their brand using different methods and messages for every audience. There are advanced online marketing certifications which will help digital marketers find out how to best target audiences. Low Investment, High ROI 25 CU IDOL SELF LEARNING MATERIAL (SLM)

The cost per lead with digital, or inbound, marketing is 61% less costly than traditional marketing. Businesses that publicize on social media, use paid search and use other digital strategies spend considerably less on their campaigns. This is often because many companies use pay-per-click (PPC) strategies to stay costs down and target specific audiences. Generally speaking, digital marketing campaigns offer both a greater and faster ROI. Reaching Mobile Users There are quite 14 billion mobile devices worldwide, which is projected to grow to almost 18 billion by 2024. Because most smart phones have internet access, it's easier than ever for businesses to succeed in potential customers anywhere, anytime. 2.2SCOPE OF DIGITAL MARKETING As the scope of digital marketing technologies evolves, companies are staying current by adding online components to their brick-and-mortar stores or combining various digital marketing strategies to make an online presence. Because most consumers use smartphones and research products online before buying, digital marketing strategies are crucial to businesses. But companies across the world also employ digital marketing to more easily target their audiences online and via mobile devices and lots of are seeing a big return on investment (ROI) due to these efforts. The Scope of Digital Marketing is far larger. Digital marketing trends evolve annually as more companies enter the space and new technologies emerge. Here are some trends which will help still shape this space. Analytics Digital marketing analysis is usually done after the very fact. Marketers will publish a bit of content, as an example, then check to ascertain how effective it had been after a couple of weeks. This is often certainly helpful, but real-time analytics is starting to shake up the planet of digital marketing. Conducting real-time analysis allows marketers to both individualize content for smaller subsets of consumers and respond far more quickly to their performance. Social Media Influencers Advertisers altogether sectors are connecting with social media influencers to assist enhance their brands. This is often proving to be an efficient digital marketing strategy, largely because consumers tend to trust other consumers quite companies advertising products. Expect more companies in 2021 and beyond to use these influencers to drive sales. Also, expect to ascertain fewer celebrities promoting products, as consumers have grown relatively weary of their endorsements. Instead, the trend is moving more toward influencers who have more direct relevance to the merchandise. One great example is make-up artist James Charles, who has become a star but also has expertise specific to cosmetics, which pin- up has tapped for its promotions. Video Remains King 26 CU IDOL SELF LEARNING MATERIAL (SLM)

Video will remain a top strategy in 2021, as digital marketers maximize users’ short attention spans and desire to look at content rather than reading it. Since 74 percent of consumers within the us watch online videos hebdomadally, this medium will still play a big role in connecting customers and businesses. Most social media channels support video hosting and sharing. One trend to observe out for is SEO for images and video. Typically, people type in keywords concerning a specific image or video, but this will be tedious. More and more users are discovering that they will use existing or new images to look for other, closely related images online. This profoundly increases the scope of digital marketing. By adding relevant keywords to the titles of their images and videos, including alt text in image descriptions, and using other such methods, advertisers will make it easier for potential customers to seek out them. Artificial Intelligence Artificial intelligence (AI) enables digital marketers to raised analyze user data in order that they can further customize the customer journey. AI helps companies understand an excellent deal about customers and the way to best target audiences. AI also provides users with a more personalized experience, giving them customized assistance at each stage of the buying process. Businesses are able to do this customer experience by automating ads to targeted audiences using programmatic advertising. Programmatic advertising is predicted to account for 72% of online marketing spend in 2021. Augmented and Virtual Reality Companies will still use augmented reality (AR) and Virtual Reality (VR) in their marketing strategies to reinforce brand awareness and satisfy customer demand. Companies like Starbucks, Nivea, and Volkswagen have launched successful AR and VR campaigns to supply customers an experience that better connects them to their brands and products. Omni-channel Marketing While today’s consumer expects every business to a minimum of have a web presence, employing a sort of media to interact your target market during a seamless manner is right. Often mentioned as “Omni-channel” marketing, this approach does away with any barriers or “silos” that different media may impose. As an example, a product advertised on television should even have a web tie-in that’s optimized for both desktop and mobile users. The point is, consumers may use a spread of media to find out about and have interaction together with your product (or service) before and after they buy. If there isn’t a smooth handoff among these different platforms, then it's going to hurt the experience and end in a lost sale. Content to Become More Interactive 27 CU IDOL SELF LEARNING MATERIAL (SLM)

Interactive content is nothing new, but it’s starting to be embraced as an efficient marketing tool quite ever. Not only do they increase the quantity of your time a prospective customer engages together with your brand, but they permit you to capture more data and, in turn, fine- tune your digital marketing strategy. From the attitude of expanding the scope of digital marketing, interactive content might include contests (e.g., “comment on this post and share it to your timeline to enter”), polls, surveys, or maybe games. Giving users more opportunities to interact together with your brand also plays into the last word goal of greater personalization. Digital Marketing- as Profession Digital marketers should follow the newest developments and incorporate them into their strategies. As more companies address online advertising to succeed in a wider audience, digital marketing jobs still grow. Digital marketing managers within the us earn average annual salaries of quite $75,000. Other high-paying digital marketing roles include social media marketing specialists, PPC experts, digital marketing consultants, digital analytics experts, and program optimization (SEO) managers. Bloggers and YouTube even have opportunities to write down and video blogs professionally for digital marketing purposes. What does a Digital Marketing Specialist do? A digital marketing specialist may be a 360-degree digital marketer who has good working knowledge of all digital marketing domains. The first objectives of a digital marketing specialist are to extend brand awareness, promote products, build traffic on the branded website, acquire new customers, generate product interest among prospects and make high product visibility among distinct audiences. A digital marketing specialist works to initiate effective online marketing campaigns, evaluate the requirements of the buyer market, and comprehend how and where to accumulate knowledge about consumer trends and demands. They’re liable for developing strategies to plug a company's product online by integrating various promotions to urge the company's message bent prospects. A digital marketing specialist is liable for strategizing and executing various online marketing promotions and campaigns. These are often administered through any of the digital marketing domains - SEO, SEM, PPC, social media, email, and content. A digital marketing specialist may be a marketer who should display an entire understanding of all domains in order that he/she can make the proper decisions for campaigns to succeed. Other digital marketing activities include analyzing data and performance of ongoing campaigns, comparing the previous month’s ROI on campaigns, planning/implementing changes that are to be made, and determining next steps for improving campaign performance. A specialist should be highly proficient in analyzing data to raised understand 28 CU IDOL SELF LEARNING MATERIAL (SLM)

the market and customer landscape. One among the foremost important aspects of a specialist’s job is to strategize campaigns with reference to their performance, both organic and inorganic, and budget allocation. The digital marketing specialist is additionally liable for scouting for brand spanking new avenues and geographies for acquiring new leads, clicks, and customers. 2.3 COMMON PROBLEMS THAT DIGITAL MARKETING CAN SOLVE To optimize the marketing strategies, digital is mandatory. Digital marketing can help to urge to understand the audience, learn important data about them, and supply metrics which will give credibility to marketing team. ● Unknown Audience: Getting to know your audience takes time, and while your marketing team may have developed audience personas which will be of use, consumers actively spending time online might not behave within the way you’d expect. You’ll got to test different language with different targets, keeping in mind that certain descriptors will appeal to different people and their place within the buying cycle. Attune yourself to your audience and you’ll build credibility which will set you aside from the competition. ● Non-optimized channels for SEO: Regardless of your position within the marketing process, it’s important to possess an understanding of SEO best practices. Additionally to improving program ranking, SEO can reinforce and support your campaign testing and optimization to make sure you’re delivering top quality, valuable content that your potential customers want. ● Indefinite social media strategy: no matter whether you would like to develop an organic social media strategy, a paid social media strategy, or a mix of the 2, it’s important to possess some sort of social marketing in situ. While social media is superb for branding and engagement, it also can be a useful channel for digital marketing advertisement. Find a distinct segment and a uniform voice, twiddling my thumbs, and as your following increases, the impact of your ads will increase also. ● Siloed marketing teams: It’s important to interrupt out of silos to make nimble, fluid structures. Your customers aren’t sequestered in one channel expecting ads, so your marketing efforts must deploy cross-channel functionality with teams that bring multiple skill sets to the table to interact customers where they're . Each social network and channel includes different audiences and expectations, so marketing efforts may look completely different for every. This includes tone, imagery, offers, and even the time of day you post. ● Report on metrics: Digital marketing supports a huge universe of metrics which will be utilized to work out the effectiveness of your marketing efforts, but these metrics should be chosen with care. Each case will depend on your audience makeup and 29 CU IDOL SELF LEARNING MATERIAL (SLM)

specialize in each channel. Keeping this in mind, start by determining your goals for every channel and set metrics your CMO will want to ascertain the foremost. 2.4 ISSUES & CHALLENGES Digital marketing activity remains growing across the planet consistent with the headline global marketing index. Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015). Digital media helps brands reach consumers to interact with their product or service during a personalized way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, view ability, brand safety and invalid traffic, and cross-platform measurement. Why these practices are ineffective and a few ways around making these aspects effective are discussed within the following points. Prioritizing clicks Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is merely 0.10% within the United States. This suggests one during a thousand click ads has relevancy therefore having little effect. This displays that marketing companies shouldn't just use click ads to guage the effectiveness of display advertisements. Balancing search and display Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness of this. This, in turn, disregards other marketing efforts, which establish brand value within the consumer's mind. Commodore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search. This is why it is advised that when someone clicks on a display ad the company opens a landing page, not its home page. A landing page typically has something to draw the customer in to search beyond this page. T Commonly marketers see increased sales among people exposed to a search ad. But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign. Understanding Mobiles Understanding mobile devices may be a significant aspect of digital marketing because smartphones and tablets are now liable for 64% of the time US consumers are online. Apps provide an enormous opportunity also as challenge for the marketers because firstly the app 30 CU IDOL SELF LEARNING MATERIAL (SLM)

must be downloaded and secondly the person must actually use it. this might be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the highest four rated apps’. Mobile advertising can assist in achieving a spread of economic objectives and it's effective thanks to taking up the whole screen, and voice or status is probably going to be considered highly; although the message must not be seen or thought of as intrusive. Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the user's entitlement to pick product information, digital media creating a versatile message platform and there's potential for direct selling. Cross-platform measurement The amount of selling channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be wont to unify audience measurement and media planning. Market researchers got to understand how the Omni-channel affects consumer's behavior, although when advertisements are on a consumer's device this doesn't get measured. Significant aspects to cross-platform measurement involve deduplication and understanding that you simply have reached an incremental level with another platform, instead of delivering more impressions against folks that have previously been reached. An example is ‘ESPN and commodore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach because of digital advertising’. Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising isn't directly competing with online digital advertising thanks to having the ability to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio still persuade and affect the audience, across multiple platforms. Targeting, view ability, brand safety, and invalid traffic Targeting, view ability, brand safety, and invalid traffic all are aspects employed by marketers to assist advocate digital advertising. Cookies are a sort of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the lack to sort between multiple users of a tool, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies are deleted and when consumers haven't previously been exposed to a billboard. Thanks to the inaccuracies influenced by cookies, demographics within the target market are low and vary. Another element, which is suffering from digital marketing, is ‘view ability’ or whether the ad was actually seen by the buyer. Many ads aren't seen by a consumer and should never reach the proper demographic segment. Brand safety is another issue of whether or not the ad was produced within the context of being unethical or having offensive content. Recognizing fraud when a billboard is exposed is another challenge marketer’s face. This relates to invalid 31 CU IDOL SELF LEARNING MATERIAL (SLM)

traffic as premium sites are simpler at detecting fraudulent traffic, although non-premium sites are more therefore the problem. Example of Display Advertising Case study Case Study – Air Asia The problem Following a devastating, high-profile crash in December of 2014, Air Asia wanted to rebuild customer loyalty as a people-driven brand while achieving a return on ad spend through conversions. The new approach The airline used Face book to distribute short video content to instill confidence in the brand. But, again, instead of using demographics for targeting, Air Asia segmented its audiences using data from its customer relationship management (CRM) system. It extracted details from its CRM for three different types of customers: Those who bought an Air Asia ticket previously, but not since the incident. Those who bought a ticket after the incident. And those who travel Air Asia frequently and advocate the brand. Once Air Asia had created these segments, it delivered tailored video display content to them and retargeted those who visited the site but did not purchase. 32 CU IDOL SELF LEARNING MATERIAL (SLM)

Air Asia also used Facebook Look alike Audience generator to find more people who ‘look like’ its high-value frequent flyers. The results According to the published case study, adopting this bespoke targeting strategy helped Air Asia share relevant content to the audience and drive high-value traffic to its site. As a result, Air Asia achieved a 58x return on ad spend using lookalike audiences and a 30x return on the retargeting. It achieved increased awareness from brand advocates and those who had not bought a ticket, but did not publish conversion figures. The inspiration 33 CU IDOL SELF LEARNING MATERIAL (SLM)

As with the ZUJI case study, segmenting for display advertising can now go far beyond choosing the site on which ads are shown and demographic targeting. We now can use our customer database, or CRM, to come up with segments which match our specific business requirements. Using Facebook Custom Audience (and now Google has a similar service for GDN), Air Asia was able to deliver highly specific content based on its customers’ interaction with the airline, both online and offline. And by then using lookalike audiences, Air Asia was able to reach an audience who were more likely than most to be interested in its services. So…As we’ve pointed out previously, display advertising is still one of the most popular ways to reach an audience in spite of the issues it will face in 2016. But in order to get the most out of your display campaigns, it’s good to know which new techniques and technologies can help with your ads. Then if you’re stuck using display for generating awareness, you can try out things like: Dynamic content optimization, behavioral targeting, Or custom and lookalike audiences. And try and achieve other business objectives. 2.5 SUMMARY  Benefits of digital marketing includes Branding, completeness, Interactive and visual communication. Digital marketing has become prominent largely because it reaches such a good audience of individuals,  Digital marketing can help to urge to appreciate the audience, learn important data about them, and supply to marketing team. In addition, relevant advertising and effective communication increases the market.  The scope of digital marketing technologies evolves, companies are staying current by adding online components to their brick-and-mortar stores or combining various digital marketing strategies to make an online presence  Thus, In spite of Identifying several problems, issues and challenges Digital marketing activity remains growing across the planet consistent with the headline global marketing index. 2.6 KEYWORDS 34 CU IDOL SELF LEARNING MATERIAL (SLM)

 Blog:A regularly updated website or web page that is written in an informal or conversational style  Data Centralization:Where the information is collected, stored, and maintained in one location, but is accessible from many points  Digital Marketing Analytics:Measuring the effectiveness of digital marketing  AI :Artificial Intelligence 2.7LEARNING ACTIVITY 1. Try Facebook Blueprint - one of the top and most popular Digital Marketing certifications globally, and proof of advanced-level competency in the digital advertising industry. ___________________________________________________________________________ ___________________________________________________________________ 2. Discuss various methods of digital marketing in tourism. ___________________________________________________________________________ ___________________________________________________________________ 2.8 UNIT END QUESTIONS A. Descriptive Questions 35 Short Questions 1. What are the ineffective forms of digital marketing? 2. What is Prioritizing Clicks? 3. What is cross platform measurements? 4. What is targeting? 5. What is brand safety? Long Questions 1. List and explain the benefits of Digital Marketing 2. Explain the scope of Digital marketing 3. Mention about the new non-linear marketing approach 4. Who are social media influencers? 5. Explain the scope of digital marketing as profession B. Multiple choice questions 1. has become prominent largely because it reaches such a wide audience of people a. Digital Marketing b. Email marketing CU IDOL SELF LEARNING MATERIAL (SLM)

c. Engagement Marketing d. Influencer Marketing 2. Digital marketing not only reaches a broader audience than traditional marketing but also carries a __________ of cost a. lower level b. higher level c. medium level d. average level 3. One can create an_____________ campaign that delivers messages to targeted customer lists on a schedule a. Engagement Marketing b. Influencer Marketing c. Email Marketing d. Digital Marketing 4. Digital marketing makes the customers take ___________ action after viewing your ad or content. a. Slow b. Immediate c. Time consuming d. Late 5. Digital marketing should be one of the __________ focuses of almost any business’s overall marketing strategy a. Primary b. Secondary c. Unique d. None Answers 1-a, 2-a, 3-c, 4-b, 5-a 2.9REFERENCES 36 CU IDOL SELF LEARNING MATERIAL (SLM)

 Clark, Dorie (11 November 2012), \"The End of the Expert: Why No One in Marketing Knows What They're Doing\", Forbes, archived from the original on 4 November 2013  Bhat, Suhail Ahmad; Darzi, Mushtaq Ahmad (2016-05-16). \"Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty\". International Journal of Bank Marketing. 34(3): 388–410. Doi: 10.1108/IJBM-11-2014-0160. ISSN 0265-2323.  McCambley, Joe (2013-12-12). \"The first ever banner ad: why did it work so well?\" The Guardian. Retrieved 14 March 2018.  Curran, James; Fenton, Natalie; Freedman, Des (2016-02-05). Misunderstanding the Internet. Doi: 10.4324/9781315695624. ISBN 9781315695624.  Kannan, P.K.; Li, Hongshuang “Alice” (March 2017). \"Digital marketing: A framework, review and research agenda\". International Journal of Research in Marketing. 34 (1): 22–45. Doi: 10.1016/j.ijresmar.2016.11.006. ISSN 0167-8116.  Hart, Cathy; Doherty, Neil; Ellis‐Chadwick, Fiona (2000-09-01). \"Retailer adoption of the Internet – Implications for retail marketing\". European Journal of Marketing. 34(8): 954–974. Doi: 10.1108/03090560010331441. ISSN 0309-0566.  To: a b Balmer, John M.T. (May 2009). Balmer, John M.T. (Ed.). \"Corporate marketing: apocalypse, advent and epiphany\". Management Decision. 47 (4): 544– 572. Doi: 10.1108/00251740910959413. ISSN 0025-1747.  \"Ad agency joins up with AOL for marketing surveys\". Retrieved 2015-03-11.  Kates, Matthew (17 April 2013), Making digital and traditional marketing work together, Econsultancy, archived from the original on 25 November 2013  To: a b \"Digital Marketing Communication\". Iccwbo.org. Retrieved 17 October 2015.  https://mailchimp.com/marketing-glossary/digital-marketing/  https://www.scribd.com/document/513080891/Digital-Marketing-2  https://campaignme.com/how-5ds-of-digital-marketing-are-reshaping-global- business-sector-today/  https://internationaljournalofresearch.com/2020/08/17/digital-marketing-2/  https://quantumagencyio.tumblr.com/post/649615027582697472/quantum-agency- white-labe-servicesimages-april  http://marketingonlines.in/  https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article  https://ankita-sh.blogspot.com/  https://www.indiatoday.in/technology/news/story/government-reveals-stats-on-social- media-userswhatsapp-leads-while-youtube-beats-facebook-instagram-1773021-2021- 02-25 37 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT – 3: DIGITAL MARKETING TECHNIQUES STRUCTURE 30 Learning Objective 3.1 Introduction 3.2 Digital Marketing Techniques 3.3 The 8 pillars of digital marketing 3.4 Types of Digital Marketing 3.5 Summary 3.6 Keywords 3.7 Learning activity 3.8 Unit end questions 3.9 References 3.0 LEARNING OBJECTIVE After studying this unit, the student will be able to  Know about 8 pillars of digital marketing  Get familiarized with types of digital marketing  Analyze varied techniques of digital marketing and its importance.  Understand the implementation of digital marketing techniques 3.1 INTRODUCTION The great thing about most digital marketing campaigns is you can begin to track reactions soon after they’re launched. That means you can soon work out which campaigns are delivering the best return on investment (ROI) and which techniques are most efficient for your brand. The good news is that it’s easy to experiment with different ideas to reach your audience on social media, search engines, and your own website. 38 CU IDOL SELF LEARNING MATERIAL (SLM)

Attract: Earn your people’s attention, don’t force it. Attract visitors with useful content and eliminate barriers as they try to learn about your company.  Blog  Keywords  SEO  On-page SEO Audit  Social Publishing  Paid search ads  Display Advertising Engage: Form good relationships with your prospects. Don’t just treat them as deals. Enable buyers to engage with you on their preferred timeline and channels.  Content  User experience  Email marketing  Native advertising  Sponsored social posts Delight: Tie your success to your customers. Shift resources to be more effectively distributed throughout the entire customer experience.  User experience  Customer advocacy marketing 3.2 DIGITAL MARKETING TECHNIQUES Social Media Marketing 39 CU IDOL SELF LEARNING MATERIAL (SLM)

A strong presence on social media platforms is that the most vital digital marketing tool. There are some ways to market a brand’s social media presence. Samples of this are employing social media influencers to market brands on their own social media accounts and makes actively posting and interesting on its accounts to market its image. Search Engine Optimization Search Engine Optimization, or SEO, may be a digital marketing technique that involves creating more traffic to an internet site by ensuring an internet site appears above within the results of an enquiry engine like Google. This system helps business marketing by improving a brand’s awareness. Email Marketing Emails are an excellent marketing technique to urge customers to return to a brand and buy new products. First, a corporation must get people to check in for an email list after they need made a sale. Then, supported the knowledge they receive from the emails, it's highly likely these customers will return. Content Marketing Content marketing is creating valuable and relevant content consistently on platforms. A brand can use content marketing as a tool to realize better brand awareness by marketing itself as a corporation that's in-tuned with and important to the planet. An example of this is often how Nike is consistently running ad campaigns for athletes that are on the increase. Video Marketing Video marketing works well with content marketing and is additionally a well-liked technique in digital marketing due to the straightforward access to videos that technology has provided. By creating quality commercials, companies can inflict an enduring brand image in its audience heads and obtain them to believe purchasing. Web Advertising Brands can market themselves more effectively by creating clickable advertisements to place on popular websites. Samples of this are when ads for various companies appear on the side of a piece of writing on an internet site like ESPN or CNN. Affiliate Advertising Affiliate advertising is when a brand pays to possess a valuable spokesperson with an outsized audience, usually a blogger or social media influencer, to post about their company in order that a corporation can increase its circulation. Example of this is often when Kylie Jenner, top 10 in total Instagram followers, posted a few brands called Fashion Nova. This post rapidly increased Fashion Nova sales as a result of how large Jenner’s audience and impact is on Instagram. Overall Personalization 40 CU IDOL SELF LEARNING MATERIAL (SLM)

Personalizing brand awareness and creating a singular style can make people believe whether a corporation is successful or not. An example of this is often Nike’s infamous swoosh logo, when people see it on a shoe or piece of clothing it's instantly synonymous with the top- quality Nike prides itself on. Creating an App The last of the favored digital marketing techniques is creating an app. Creating an app for a brand can give viewers an accessible means of communication and show where to get and obtain notified of latest products. 3.3 THE 8 PILLARS OF DIGITAL MARKETING A recent survey by the Online Marketing Institute found that many agencies and Fortune 500 companies lack employees with the skills necessary to achieve digital marketing success. By evaluating the digital marketing skills that a company should have, and comparing them to the company’s actual internal strengths, the study was able to measure the gaps between the necessary skill and what can realistically be attained. The following eight skills were considered to be the foundation for digital marketing (the numbers in parenthesis indicate the percentage gap, or the talent gap, as calculated by the Online Marketing Institute study: 1. Analytics (37%) 2. Mobile Marketing (29%) 3. Email Marketing (27%) 4. Content Marketing (27%) 5. Social Media (27%) 6. Marketing Automation (24%) 7. SEO (19%) 8. Digital Advertising (12%) These digital marketing skills also form the pillars of B2B marketing and may have an enormous impact on marketing’s contribution to sales. Explained below how today’s marketers can use each of those skills in tandem to make holistic, integrated marketing campaigns. Analytics Without analytics, there’s no way to know what you’re doing right or wrong and more importantly, how you can improve. When it comes to digital marketing, there’s a whole host of analytics data you could be measuring to gauge your success, from cost-per-click on PPC ads to open and read rates on your emails. Mobile marketing 41 CU IDOL SELF LEARNING MATERIAL (SLM)

When it comes to marketing, you want to be wherever your customers are and today, they’re on their smartphones. If you’re not optimizing your website, emails, and landing pages for mobile, you’re missing a valuable opportunity to catch your customers while they’re on-the- go. Salesforce1 is a great example of a platform that’s embracing the mobile trend by connecting customers, companies, and data across mobile devices. Email marketing According to Experian, for every $1 spent, the average return on email marketing investment is $44.25. The buyers are constantly plugged into their email accounts (91% of consumers reported checking their email at least once a day), so skimping on the email component on integrated marketing campaign can be a costly mistake. Content marketing According to the 2013 B2B Content Marketing Trends Report, 71% of B2B tech marketers cite lead generation as their top content marketing goal. Content marketing isn’t just about writing blog posts and sending out white papers via email. By positioning content as a helpful resource to buyers, it becomes a valuable lead generation tactic, capable of enticing buyers to provide their own personal data in exchange for something of value, and also of moving buyers through the stages of the sales cycle without any additional work from sales. Social media Without social media to help spread the word about products and distribute helpful content, many marketing campaigns would fall flat on their faces. B2B marketers should be making a point to engage with their audiences on whichever channels they use most frequently. With social media monitoring tools and easier access to social analytics, it’s possible to associate social media with ROI, making it an even more valuable channel than it was in the past. Marketing Automation When it comes to integrated marketing campaigns, marketing automation has the ability to tie every facet of a campaign together. From the initial import of a lead into a database, to every touch point a lead has with a marketing campaign, it can provide insight into every phase of the digital marketing process (even paid search results and social media reporting). SEO Creating content and integrated campaigns does you little good if your hard work never gets found. Without a solid SEO strategy in place to ensure that you’re bringing traffic to the site, the analytics that you gather and the reports you run in your automation system won’t reflect the maximum results that you’re capable of seeing. Digital Advertising No digital marketing strategy would be complete without digital advertising, which goes hand in hand with SEO. For companies who have a hard time getting one of those coveted 42 CU IDOL SELF LEARNING MATERIAL (SLM)

spots at the top of the search engine results page, or for companies who are looking for other outlets to augment their search strategies, digital advertising (PPC) is a great solution. Use digital ads to target your audience across the web and support your digital marketing campaigns. 3.4 TYPES OF DIGITAL MARKETING There are as many specializations within digital marketing as there are ways of interacting using digital media. Here are a few key examples. Search engine optimization Search engine optimization, or SEO, is technically a marketing tool instead of a sort of marketing in itself. The Balance defines it as “the art and science of creating sites attractive to look engines.” The \"art and science\" a part of SEO is what’s most vital. SEO may be a science because it requires you to research and weigh different contributing factors to realize the very best possible ranking. Today, the most important elements to consider when optimizing a web page include: ● Quality of content ● Level of user engagement ● Mobile friendliness ● Number and quality of inbound links The strategic use of those factors makes SEO a science, but the unpredictability involved makes it an art. In SEO, there is no quantifiable rubric or consistent rule for ranking highly. Google changes its algorithm almost constantly, so it's impossible to form exact predictions. What you'll do is closely monitor your page's performance and make adjustments accordingly. Content marketing SEO may be a major think about content marketing, a technique supported the distribution of relevant and valuable content to a audience. As in any marketing strategy, the goal of content marketing is to draw in leads that ultimately convert into customers. But it does so differently than traditional advertising. Rather than enticing prospects with potential value from a product or service, it offers value for free of charge within the sort of writing Content marketing matters, and there are plenty of stats to prove it: 84% of consumers expect companies to produce entertaining and helpful content experiences 62% of companies that have at least 5,000 employees produce content daily 92% of marketers believe that their company values content as an important asset 43 CU IDOL SELF LEARNING MATERIAL (SLM)

SEO may be a major think about content marketing, a technique supported the distribution of relevant and valuable content to anaudience. As in any marketing strategy, the goal of content marketing is to draw in leads that ultimately convert into customers. But it does so differently than traditional advertising. Rather than enticing prospects with potential value from a product or service, it offers value for free of charge within the sort of writing Social media marketing Social media marketing means driving traffic and brand awareness by engaging people in discussion online. The foremost popular platforms for social media marketing are Facebook, Twitter, and Instagram, with LinkedIn and YouTube shortly behind. Because social media marketing involves active audience participation, it has become a well- liked way of getting attention. It is the hottest content medium for B2C marketers at 96%, and its gaining ground within the B2B sphere also. According to the Content Marketing Institute, 61% of B2B content marketers increased their use of social media this year. Social media marketing offers built-in engagement metrics, which are extremely useful in helping you to know how well you're reaching your audience. You get to make a decision which sorts of interactions mean the foremost to you, whether meaning the number of shares, comments, or total clicks to your website. Direct purchase might not even be a goal of your social media marketing strategy. Many brands use social media marketing to start out dialogues with audiences instead of encourage them to spend money directly.This is often especially common in brands that focus on older audiences or offer products and services not appropriate for impulse buys. It all depends on your company's goals. Pay-per-click marketing Pay-per-click, or PPC, is posting an ad on a platform and paying every time someone clicks on it.How and when people see your ad is a bit more complicated. When a spot is available on a search engine results page, also known as a SERP, the engine fills the spot with what is essentially an instant auction. An algorithm prioritizes each available ad based on a number of factors, including: Ad quality Keyword relevance Landing page quality Bid amount Each PPC campaign has 1 or more target actions that viewers are meant to complete after clicking an ad. These actions are known as conversions, and they can be transactional or non- transactional. Making a purchase is a conversion, but so is a newsletter signup or a call made 44 CU IDOL SELF LEARNING MATERIAL (SLM)

to your home office. Whatever you choose as your target conversions, you can track them via your chosen platform to see how your campaign is doing. Affiliate marketing Affiliate marketing lets someone make money by promoting another person's business. Either the promoter or the business who works with the promoter, the method is that the same in either case. It works employing a distribution model. If you are the affiliate, you get a commission whenever someone purchases the item that you simply promote. If you are the merchant, you pay the affiliate for each sale they assist you create. Some affiliate marketers prefer to review the products of just 1 company, perhaps on a blog or other third-party site. Others have relationships with multiple merchants. Whether you would like to be an affiliate or find one, the primary step is to form a reference to the opposite party. You’ll use a platform designed to attach affiliates with retailers, otherwise you can start or join a single-retailer program. If you are a retailer and you select to figure directly with affiliates, there are many belongings you can do to form your program appealing to potential promoters. You will need to supply those affiliates with the tools that they have to succeed. That has incentives for nice results also as marketing support and pre-made materials. Native advertising Native advertising is marketing in disguise. Its goal is to blend in with its surrounding content in order that it’s less blatantly obvious as advertising. Native advertising was created in reaction to the cynicism of today's consumers toward ads. Knowing that the creator of a billboard pays to run it, many consumers will conclude that the ad is biased and consequently ignore it. A native ad gets around this bias by offering information or entertainment before it gets to anything promotional, downplaying the \"ad\" aspect. It’s important to always label your native ads clearly. Use words like “promoted” or “sponsored.” If those indicators are concealed, readers might find yourself spending significant time engaging with the content before they realize that it's advertising. When your consumers know exactly what they're getting, they'll feel better about your content and your brand. Native ads are meant to be less obtrusive than traditional ads, but they’re not meant to be deceptive. Marketing automation Marketing automation uses software to power digital marketing campaigns, improving the efficiency and relevance of advertising. 45 CU IDOL SELF LEARNING MATERIAL (SLM)

According to statistics: 90% of US consumers find personalization either “very” or “somewhat” appealing 81% of consumers would like the brands they engage with to understand them better 77% of companies believe in the value of real-time personalization, yet 60% struggle with it Marketing automation lets companies keep up with the expectation of personalization. It allows brands to: Collect and analyze consumer information Design targeted marketing campaigns Send and post marketing messages at the right times to the right audiences Many marketing automations tools use prospect engagement (or lack thereof) with a particular message to determine when and how to reach out next. This level of real-time customization means that you can effectively create an individualized marketing strategy for each customer without any additional time investment. Email marketing The concept of email marketing is simple—you send a promotional message and hope that your prospect clicks thereon. However, the execution is far more complex. First of all, you've got to form sure that your emails are wanted. This suggests having an opt-in list that does the following: Individualizes the content, both in the body and in the subject line States clearly what kind of emails the subscriber will get Offers a clear unsubscribe option Integrates both transactional and promotional emails Email marketing may be a proven, effective technique all on its own. 89% of surveyed professionals named it as their best lead generator. It is even better if it is incorporated with other techniques like marketing automation, which allows you to segment and schedule your emails in order that they meet your customer's needs more effectively. 3.5 SUMMARY  Digital marketing campaigns is you can begin to track and that can earn people’s attention.  A strong presence on social media platforms is that the most vital digital marketing tool. There are some ways to market a brand’s social media presence.  A recent survey by the Online Marketing Institute found that many agencies and Fortune 500 companies lack employees with the skills necessary to achieve digital 46 CU IDOL SELF LEARNING MATERIAL (SLM)

marketing success. But No digital marketing strategy would be complete without digital advertising, which goes hand in hand with SEO.  Native advertising is marketing in disguise. Its goal is to blend in with its surrounding content in order that it’s less blatantly obvious as advertising.  The concept of email marketing is simple you send a promotional message and hope that your prospect clicks thereon 3.6 KEYWORDS  Data Centralization: Where the information is collected, stored, and maintained in one location, but is accessible from many points  Digital Product: A digital product is an intangible asset or piece of media that can be sold and distributed repeatedly online without the need to replenish inventory. E.g.: Videos, Images, eBooks, Courses, Plug-Ins, Templates, MP3s, PDFs  VR:Virtual Reality 3.7LEARNING ACTIVITY 1. Complete a basic online digital marketing course on Course era ___________________________________________________________________________ ___________________________________________________________________ 2. Discuss the various digital Marketing Techniques. ___________________________________________________________________________ ___________________________________________________________________ 3.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define Content Marketing? 2. What is Social Media Marketing? 3. What is Pay per click marketing? 4. Write short notes on affiliate marketing? 5. What is native Advertising? Long questions 1. Explain the digital marketing techniques 2. Explain the 8 pillars of digital marketing 3. Explain the types of digital marketing 47 CU IDOL SELF LEARNING MATERIAL (SLM)

4. Write in short about the search engine optimization 5. What is PPC? B. Multiple choice questions 1. Google accounts for nearly _________ of the searches on desktop a. 90% b. 80% c. 70% d. 60% 2. Keyword stuffing is the___________ trick in the book when it comes to SEO a. Latest b. Popular c. Oldest d. Non-popular 3. Websites are the chance to show off exactly what the ___________ is all about and connect with the customers a. Brand b. Products c. service d. after sale service 4. Advertisers pay to have their ______________ displayed alongside the content on the page. a. Service b. Promotion c. Product d. Marketing 5. __________ ads can have a click-through rate up to nine times higher than banner ads on other sites a. Twitter b. Instagram c. YouTube d. Facebook Answers 48 1-a, 2-a, 3-c, 4-b, 5-d CU IDOL SELF LEARNING MATERIAL (SLM)

3.9 REFERENCES  Brinkley, Claire (18 October 2012), Digital marketing is growing in Australia, but so is the skills gap, Econsultancy, archived from the original on 21 October 2012  eMarketer (25 September 2013), Worldwide Ad Growth Buoyed by Digital, Mobile Adoption, eMarketer, archived from the original on 12 November 2013  \"Connected Commerce Is Creating Buyers Without Borders\". Nielsen Global. Retrieved 6 March 2018.  Google, Trends. \"Google Trends\". Google Inc. Retrieved 9 February 2014.  \"Digital Marketing Communication\". International Chamber of Commerce. Retrieved 12 September 2017.  To: a b Clerck, J.-P. De (2014-01-10). \"Integrated marketing: the nonlinear connected buyer journey\". I-SCOOP. Retrieved 2020-05-19.  \"What is Nonlinear Marketing? And How Can it be Used to Grow Your Sales and Revenues?” www.linkedin.com. Retrieved 2020-05-21.  Su, Bill (2018-06-08). \"The evolution of consumer behavior in the digital age\". Medium. Retrieved 2020-05-19.  \"5 Major Brands That Use Nonlinear Digital Marketing to Engage Consumers\". Business Diary Philippines. Retrieved 2020-05-19.  Turner, Jamie; Shah, Reshma; Jain, Varsha (2018-03-01). \"How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies\"  https://digitalmarketinginstitute.com/  https://www.snhu.edu/about-us/newsroom/2017/11/types-of-digital-marketing  https://www.coursera.org/specializations/digital-marketing  https://www.udacity.com/course/digital-marketing-nanodegree--nd018  http://blog.marginmedia.com.au/our-blog/the-5-cs-of-digital-marketing  https://www.business-standard.com/article/technology/active-internet-users-in-india- likely-to-reach-900-mn-by-2025-iamai-121060300710_1.html  http://dcac.du.ac.in/documents/E-Resource/2020/Metrial/424NehaJingala1.pdf  https://blog.hubspot.com/marketing/social-media-marketing  https://www.simplilearn.com/the-scope-of-digital-marketing-article  https://www.portent.com/blog/marketing-strategy/stack-infrastructure.htm 49 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT– 4: COMPONENTS OF DIGITAL MARKETING STRUCTURE 4.0 Learning Objective 4.1 Introduction 4.2 Components 4.3 Infrastructure 4.4 Digital marketing channels 4.5 Building product systems 4.5.1 Essentials for building a digital marketing project 4.6 Intermediators 4.6.1 The importance of intermediators 4.7 Self-regulation 4.8 Digital marketing assets 4.9 Digital products 4.9.1 5 apps for selling digital products 4.9.2 Advantages of digital products 4.9.3 Disadvantages of digital products 4.10 Summary 4.11 Keywords 4.12 Learning activity 4.13 Unit end questions 4.14 References 4.0 LEARNING OBJECTIVES After studying this unit, the student will be able to  To familiarize with components channels of digital marketing and intermediary and leading apps.  To know techniques to build Product system.  To analyze essential methods for building digital marketing product  To analyze advantage and disadvantages of digital products 4.1 INTRODUCTION Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and 50 CU IDOL SELF LEARNING MATERIAL (SLM)