Digital Marketing Course Overview

Digital
Marketing
Dr. Sajjad Ahmad
Assistant Professor
NUML Lahore

Digital Marketing
• Welcome to our Digital Marketing Course!
• In today's rapidly evolving digital landscape, having a strong online presence is essential for any business
or individual. This course is especially designed to equip you with the knowledge and skills needed to
excel in the world of digital marketing.
• Course Overview: Our Digital Marketing Course provides a comprehensive framework to design and
execute winning SEO strategies and digital campaigns. It empowers students to harness the power of
optimization techniques and online marketing, bridging the gap between creating awareness (upper
funnel marketing) and achieving tangible sales through organic traffic.

Problem Statement
• Welcome to our Digital Marketing Course!
• In today's rapidly evolving digital landscape, having a strong online presence is essential for any business
or individual. This course is especially designed to equip you with the knowledge and skills needed to
excel in the world of digital marketing.
• Course Overview: Our Digital Marketing Course provides a comprehensive framework to design and
execute winning SEO strategies and digital campaigns. It empowers students to harness the power of
optimization techniques and online marketing, bridging the gap between creating awareness (upper
funnel marketing) and achieving tangible sales through organic traffic.

Course Learning Outcomes (CLOs)
Sr. CLO STATEMENT DOMAIN BT LEVEL PLO
CLO-01
Explain emerging trends in SEO/digital
marketing and critically assess the use
of digital marketing tools by applying
relevant marketing theories and
frameworks
C
C2
Comprehension
3
CLO-02
Demonstrate cognitive knowledge of
the skills required in conducting online
research and research on online
markets for identifying, assessing and
selecting SEO techniques and digital
marketing opportunities for a business.
C
C3
Applicaiton
3
CLO-03
Investigate and evaluate issues in
adapting to globalized markets that are
constantly changing and increasingly
networked.
C
C4
Analysis
10
BT: Bloom Taxonomy, C: Cognitive Domain P: Psychomotor Domain, A: Affective Domain

Course Weekly Schedule
• The course schedule for 16 weeks is detailed below

SEO
Introduction, History, Development, Ranking, Success Factors
most industry experts believe that
it all started in 1991

SEO: Introduction
SEO (Search Engine Optimization) is the art and science of improving a website's visibility on search engines.
It is the process of improving the visibility and ranking of a website in search engine results pages (SERPs). The higher a
website ranks in the SERPs, the more likely it is to be seen by potential customers. There are many factors that affect a
website's SEO ranking, including:
• The quality and relevance of the website's content
• The number and quality of backlinks to the website
• The technical structure of the website
• The use of keywords and phrases
SEO is an important marketing strategy for businesses of all sizes. By improving their SEO, businesses can attract more
visitors to their website and increase their chances of converting those visitors into customers.

SEO: Techniques
Here are some of the most common SEO techniques:
• Keyword research: This involves identifying the keywords and phrases that people are likely to use when searching for
products or services like yours.
• On-page optimization: This involves optimizing the content, title tags, and meta descriptions of your website pages for
the keywords you're targeting.
• Off-page optimization: This involves building backlinks to your website from other high-quality websites.
• Technical SEO: This involves ensuring that your website is properly indexed by search engines and that it loads quickly
and easily.
SEO is a complex and ever-changing field, but by following the right strategies, businesses can improve their website's
ranking in the SERPs and attract more visitors.
.

SEO Success Factors
There are many factors that contribute to SEO success. Some of the most important factors include:
• Creating high-quality content that is relevant to your target audience
• Using the right keywords and phrases throughout your content
• Building backlinks to your website from high-quality websites
• Optimizing your website's technical structure
• Staying up-to-date on the latest Google search algorithm changes
SEO is a complex and ever-changing field, but by following the right strategies, businesses can improve
their website's ranking in the SERPs and attract more visitors.

Marketing
Marketing : the activity or business of promoting and selling products or services, including market research and advertising.
Marketing is the process of getting potential clients or customers interested in your products and services. The key word in this definition is "process."
Marketing involves researching, promoting, selling, and distributing your products or services.
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services;[1][2] potentially
including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance
at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and
return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or
resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is typically done by the seller, typically a retailer or
manufacturer.

Purpose of SEO
SEO stands for search engine optimization. It is the process of improving the visibility and ranking of a
website in search engine results pages (SERPs). The higher a website ranks in the SERPs, the more likely it is
to be seen by potential customers.
• There are many factors that affect a website's SEO ranking, including:
SEO is an important marketing strategy for businesses of all sizes. By improving their SEO, businesses can
attract more visitors to their website and increase their chances of converting those visitors into customers.

HISTORY OF SEO
DEVELOPMENT AND GROW T OF SEO
20 years of SEO
Search Engines play an integral role in the lives of many of us

Digital Marketing
Digital Marketing : also called online marketing, is the promotion of brands to
connect with potential customers using the internet and other forms of digital
communication. This includes not only email, social media, and web-based
advertising, but also text and multimedia messages as a marketing channel.
Essentially, if a marketing campaign involves digital communication, it's digital
marketing.
Digital marketing can be broadly broken into eight main categories
including: affiliate marketing, content marketing, email marketing, marketing
analytics, mobile marketing, pay-per-click, search engine optimization and social
media marketing.

14
1994
Yahoo was created.
Webmasters had to
manually submit their
page to the Yahoo
directory for indexing so
that it would be there for
Yahoo to find when
someone performed a
search.
1998
Goto.com launched with
sponsored links and paid
search.
DMOZ (the Open Directory
Project) became the most
sought-after place for SEO
practitioners to get their
pages listed.
2000
It was in 2000 that
the Google
Toolbar became available
on Internet Explorer,
allowing SEO practitioners
to see their PageRank
score.
2006
Google also launched two
incredibly important tools.
1. Google Analytics.
2. Google Webmaster
Tools
2009
Microsoft Live Search
became Bing. In October
2020, Bing officially
rebranded to Microsoft
Bing.
Another phenomenon was
emerging late in the 2000s:
social networks.
2011
Google Panda was
designed to direct people
to higher-quality sites, like
news organizations, and
minimize the impact of
content farms with thinly-
written, poorly cited
articles.
2016
Google Possum paved the
way for local results. This
algorithm update provided
significant changes for
local SEO and offered local
businesses a way to
connect with their
audience.
2019
Google updates prioritizes
search intent and long
term keywords.
2022
Featured snippets are
short text, bullet points,
numbers, or tables that
appear at the top of
Google’s search.
The goal of a featured
snippet is to answer the
searcher’s query directly in
the SERPs without needing
to click through to the
website.
2023
Not one to be left behind,
Google released its Search
Generative Experience
(SGE) in 2023. The AI-
fueled tool delivers
personalized query
answers at the top of the
Search Results Page by
analyzing the context of a
search query.
History of SEO 20 years of SEO

Search Engine History
• WebCrawler was the first search engine to be widely used in 1994.
• “Yahoo!” started as a traditional web directory in 1994 by two Stanford University
graduates, then launching a search engine in 1995.
• Yandex went public in 1997 and became the market leader in Russia in 2001.
• Originally named “Backrub” for its link-based ranking algorithm, Google was
founded by Larry Page and Sergey Brin at Stanford University 1998.
• Baidu had an impressive pedigree from the day it launched in 2000, as a Chinese
focussed search engine.
• Google AdWords launched in October 2000, initially on a CPM (cost per thousand
impressions) basis and transitioning to PPC (pay per click) in 2002.
• Voice Search is the next phase of search, allowing users to ask their questions to a
“Smart Device”, instead of typing the keywords into a web browser.
9/3/20XX Presentation Title 15

Pull Marketing
Pull marketing is a marketing strategy that focuses on attracting customers to your business by creating
content that is relevant and valuable to them. This type of marketing is often used by businesses that sell
products or services that are not easily found or understood. By creating content that educates and informs
potential customers, pull marketing can help businesses to attract new customers and build brand
awareness.
Some common examples of pull marketing :
• Creating blog posts and articles that address common pain points or questions that your target audience
has.
• Publishing white papers or ebooks that provide in-depth information about your products or services.
• Creating infographics or videos that visually explain complex concepts.
• Guest posting on other relevant websites to reach a wider audience.
• Participating in social media conversations to connect with potential customers.

How Google Search Engine Works
Google search engine works by crawling the web and indexing the content of websites. When a user searches for a keyword or phrase,
Google uses its algorithm to match the search query to the indexed content. The results are then ranked according to a number of
factors, including the relevance of the content, the quality of the website, and the number of backlinks to the website.
The Google search algorithm is constantly evolving, so it is important for businesses to keep up with the latest changes in order to
optimize their websites for search.
Google Ranking
Google ranking is the position of a website in the search engine results pages (SERPs). The higher a website ranks in the SERPs, the
more likely it is to be seen by potential customers. There are many factors that affect a website's Google ranking, including:
Google also takes into account the user's location, search history, and other factors when ranking websites.

How Google Search Engine Works

Selected Literature & Research Gap
Research Objectives Hypothesis
RO-01. To measure the direct effect of
attitude, subjective norms and behavioral
control on consumers intention.
H11: There is a direct effect of attitude on intention to consume processed poultry.
H12: There is a direct effect of subjective norms on intention to consume processed
poultry.
H3: There is a direct effect of perceived behavioral control on intention to consume
processed poultry.
RO-02. To Assess the impact of perceived
behavioral control on poultry consumption
behavior.
H14: There is a direct effect of perceived behavioral control on poultry consumption
behavior.
RO-03. To evaluate the mediating effect of
intention in the proposed model.
H15: Intention has a significant direct effect on the poultry consumption behavior.
H16: Intention has a significant mediating effect in the relationship between attitude
and poultry consumption behavior.
H17: Intention has a significant mediating role in the relationship between subjective
norms and poultry consumption behavior.
H18: Intention has a significant mediating effect in the relationship between perceived
behavioral control and poultry consumption behavior
Related Studies Theoretical
perspective
Types of Variables and Measures Findings
Khoi, B. H., & Long, N. N.
(2020)
TPB, Theory of
consumer risk
perception
Attitude, Subjective norm, perceived behavior and
Intention to hoard food, Risk perception,
Perceived behavior positively effect on intention to hoard
food
Zhang, Y., Yang, H., Cheng, P.,
& Luqman, A. (2019)
TPB Attitude, Subjective norms, Perceived Behavior
control, Anticipated fear and Consumption intention
Attitude, subjective norms and perceived behavior control
has positive impact on poultry consumption intention
Bubphapant, J. (2017) TPB Attitude toward behavior, Subjective norms,
Perceived behavioral control and KU Phuphan black-
bone chicken purchase intention
Attitude, subjective norms and perceived behavioral
control directly affect the consumer intention to purchase
Phuphan poultry meat.
Thongpalad, K., Kuwornu, J.
K. M., Datta, A., Chulakasian,
S., & Anal, A. K. (2019)
KAP Survey,
TPB
Knowledge, Attitude, Practices and food safety
behavior
Knowledge and attitude influences the egg safety
behavior in GAP layer farms
Khoi, B. H., & Long, N. N.
(2020)
TPB, Theory of
consumer risk
perception
Attitude, Subjective norm, perceived behavior and
Intention to hoard food, Risk perception,
Perceived behavior positively effect on intention to hoard
food
Escobedo del Bosque, C. I.,
Spiller, A., & Risius, A. (2021)
TPB, VBN Attitudes towards DPB, Personal norms on animal
welfare, Subjective norms, Personal norms on
regional products and Perceived behavioral control
Three elements of TPB do not influence the purchase
intention towards the consumption of Dual Purpose
Poultry Breed.
Lim, H. R., & An, S. (2021) TPB Attitude toward buying Yak-sun food, Subjective
norm, Perceived behavioral control, Behavioral
Intention
Intention to purchase Yak-sun food is positively influenced
by three predictors of TPB.
Ogiemwonyi, O. (2022) TPB Green behavioral control, Green environmental
awareness, Green product trust, Green product
value, Green price sensitivity and Y-generation green
behavior
Green behavioral control positively influence the green
behavior of Y generation to usage of green products.
Çoker, E. N., & van der
Linden, S. (2020)
TPB Attitudes, Subjective norms, Perceived behavioral
control, Intention, Past behavior, Habits and Behavior
Attitude and subjective norms are strong predictors on
intention to reduce consumption of red meat and
processed meat while PBC is weak predictor in this
phenomenon.
Kumar, A., & Smith, S. (2017) TPB Health consciousness, Concern for environment,
Concern for local economy, Attitude toward local
Attitude and Subjective norm influence the intention to
purchase local food for consumption while PBC has no

Problem Statement
• Poultry meat consumption in Pakistan is only 6 kg per capita in comparison to the 40 kg per capita in
developed countries. Whereas, processing and value added chicken contributes the 5-6% of total meat
production (Association, 2020).
• This huge difference in poultry consumption requires in in depth probe into the problem, that why there
is a too less consumption of poultry meat.
• This study is an effort to answer this question by applying theory of planned behavior. (Ajzen, 1991) so
that new investor can find business scope in poultry processing sector.

Research Objectives & Hypothesis
Research Objectives Hypothesis
RO-01. To measure the direct effect of
attitude, subjective norms and behavioral
control on consumers intention.
H11: There is a direct effect of attitude on intention to consume processed poultry.
H12: There is a direct effect of subjective norms on intention to consume processed
poultry.
H3: There is a direct effect of perceived behavioral control on intention to consume
processed poultry.
RO-02. To Assess the impact of perceived
behavioral control on poultry consumption
behavior.
H14: There is a direct effect of perceived behavioral control on poultry consumption
behavior.
RO-03. To evaluate the mediating effect of
intention in the proposed model.
H15: Intention has a significant direct effect on the poultry consumption behavior.
H16: Intention has a significant mediating effect in the relationship between attitude
and poultry consumption behavior.
H17: Intention has a significant mediating role in the relationship between subjective
norms and poultry consumption behavior.
H18: Intention has a significant mediating effect in the relationship between perceived
behavioral control and poultry consumption behavior

Research Methodology
Research Design Data Collection
Research Approach: Deductive
Research choice: Quantitative
Purpose of the research: Explanatory
Research strategy: Survey
Time Horizon : Cross-sectional
Econometric Technique: PLS-SEM
Data Collection method: Survey Method
Printed Forms: 220 80%
Google Forms : 190 20%
Data has been collected from the Al-Fatah, METRO, Punjab Cash
and Carry, Rahim Store and Hyperstar.
distributed the questionnaires among the customers who are
purchasing the poultry processed meat.
Population and Sampling
Population: households of Lahore who were regular consumers of
poultry processed meat.
According to Pakistan Bureau of Pakistan, there is approximately
1,757,691 households of Lahore (Census, 2017).
Unit of analysis: Individual
Sampling Technique: Simple Random sampling
Sample Size: 384, as per Krejcie and Morgan (1970) sampling
formula.
Measurement
Attitude: 5 items scale adapted from Simpson (2016)
Subjective Norms: 5 items scale adapted from Simpson (2016)
Social Norms: 5 items scale adapted from Simpson (2016)
Perceived Behavioral Control: 5 items scale adapted from
Simpson (2016)
Consumption Behavior: 5 items scale adapted from Simpson
(2016)
Data Analysis
Data Analysis Technique: PLS-SEM
Measurement Model Analysis, CFA
Structural Model Analysis

Research Framework
Subjective Norms
about Poultry
Consumption
Attitude toward
Poultry Consumption
Perceived Behavioral
Control to Consume
Poultry
Intention to
Consume
Processed
Poultry
Poultry
Consumption
Behavior
H1
H3
H5
H4
H7
H6
H2
H8

Instrument Reliability Statistics
Variables Items Authors Used by Past CA This Study CA
Attitude 3 Pang et al. (2021) Le and Nguyen
(2022)
0.84 0.84
Subjective norms 4 Stefani et al. (2008) and Lobb et
al. (2008)
Y. Zhang et al. (2019) 0.72 0.51
Perceived behavioral
control
3 Cook et al. (2002) and Lobb et
al. (2008)
Y. Zhang et al. (2019) 0.95 0.65
Intention 4 Stefani et al. (2008), Lobb et al.
(2008), Dean et al. (2008),
Verbeke and Vackier (2005)
Y. Zhang et al. (2019) 0.97 0.86
Behavior 4 Kaman Lee (2008) Kamalanon et al.
(2022)
0.75 0.78
All Values are acceptable being greater than 0.7
Cronbach alpha should be greaterr han .7, while a value of .5 and obove is also acceptable (kkkkk.1999)

Descriptive Statistics
Characteristics Measure Results %
Gender Male
Female
242
148
62.1%
37.9%
Age 21-30 year
31-40 year
41-50 year
51- and over
303
54
18
15
77.7 %
13.8%
4.6%
3.9%
Education Matric
Intermediate
Bachelor
Master
0
7
220
163
0
1.8
56.4
41.8
Household income Less than 30,000
30,000 to 60,000
60,000 to 100,00
More than 100,000
73
110
101
106
19.1
28.2
25.9
26.8

Measurement Model Results: PLS Algorithm

Measurement Model Results
Constructs Items Factor
Loading
AVE CR CA
Attitude
I think that processed poultry meat is beneficial to meet my nutritional needs
I think to consume processed poultry meat is a wise choice
I have favorable attitude toward processed poultry meat consumption
Att.
Att1
Att2
Att3
0.85
0.89
0.86
0.76 0.85 0.84
Subjective Norms
I take others’ opinion into account when making decision whether or not to consume poultry
Social media (WhatsApp, Facebook, LinkedIn, Instagram) influence me on consuming poultry meat
When I plan to eat poultry, I hope my family or friends are willing to eat together
Sub
Sub1
Sub2
Sub3
0.44
0.59
0.89
0.44 0.52 0.51
Perceived Behavioral Control
If I wanted to, it would be possible for me to consume poultry
I think we can buy safe and healthy poultry products
I can find a place to buy or eat poultry products
PCB
PCB1
PCB2
PCB3
0.82
0.70
0.77
0.59 0.66 0.65
Intention to Consume
I will eat processed poultry in next week
I tend to purchase processed poultry in near week
I will buy processed poultry for my home consumption in the next week
My willingness to eat processed poultry is large in the next week
IC
IC1
IC2
IC3
IC4
0.83
0.86
0.88
0.79
0.71 0.87 0.86
Consumption Behavior
I try to consume poultry products
I have switched to consume poultry products because of the health benefits
When I choose between the same types of products, I prefer to consume processed poultry meat
I buy poultry products even if they are more expensive than beef, mutton and fish
CB
CB1
CB2
CB3
CB4
0.80
0.77
0.83
0.69
0.60 0.82 0.78

Structural Model Results: Bootstrapping

Summary of Results
Hypotheses Structural path R2 f2 β t values p
values
Decision
H1 Attitude-> Intention to consume 0.397 0.220 0.406 7.982 0.000 Supported
H2 Subjective norms -> Intention to consume 0.397 0.015 0.104 2.371 0.021 Supported
H3 Perceived behavioral control -> Intention to consume 0.397 0.104 0.285 6.130 0.000 Supported
H4 Perceived behavioral control-> Consumption behavior 0.357 0.065 0.235 4.678 0.000 Supported
H5 Intention to consume-> Consumption behavior 0.357 0.237 0.447 8.771 0.000 Supported
H6 Attitude-> Intention to consume -> Consumption
behavior
0.181 5.946 0.000 Partial
Mediation
H7 Subjective norms -> Intention to consume ->
Consumption behavior
0.046 2.076 0.038 Partial
Mediation
H8 Perceived behavioral control-> Intention to consume ->
Consumption behavior
0.127 5.071 0.000 Partial
Mediation

Findings and Implications
Findings
• This study is helpful for the investors who wants to enhance the business in the poultry processing sector.
• Consumers are more conscious about the safe and healthy products, attitude has strong effect on intention to consume
processed poultry.
Practical Implications
• This study is helpful for the investors who wants to enhance the business in the poultry processing sector.
• Consumers are more conscious about the safe and healthy products, attitude has strong effect on intention to consume
processed poultry.
Theoretical Implications
• The study tested the TPB model with a data from Pakistan, and quantitatively supported all the assumptions and relationships
suggested by the theoretical model of Theory of Planned Behavior.
• The study found the mediation effect of intention to consume processed poultry between attitude and consumption
behavior, subjective norms and consumption behavior & perceived behavior control and consumption behavior.

Limitations and Future Research
Limitations
• Data was collected from processed poultry consumers, results can vary from non consumers.
• Data from fresh meat consumers can also vary the results.
Future Research Directions
• Impact of awareness about the characteristics and benefits of processed poultry meat on consumption
behavior among youth.
• Impact of Pakistan Halal Standards PS 3733-2019 in poultry processing plants to increase trust level and
mitigate the negative word of mouth about poultry consumption.

Conclusion
• As per the data collected and all hypotheses an analysis with Partial Least Square (SEM) were accepted
with less 0.05 p value.
• The study shows that there is strong relationship between the independent variables (attitude, subjective
norms, perceived behavioral control) and the dependent variable (consumption behavior).

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