The document outlines the key topics that will be covered in a course on digital marketing across 5 units. Unit 1 will cover traditional vs digital marketing practices and the digital consumer journey. Unit 2 will discuss e-commerce, online marketing mix, and digital consumer behavior. Unit 3 will focus on acquiring and engaging users through digital channels like content, search, mobile, social and video marketing. Unit 4 will cover digital transformation and leadership. Unit 5 will examine digital innovation and trends in areas like security, online communities and marketing applications.

1. Digital
Marketing
Swarit Yadav

2. ➔ PGDM(IIM Raipur)
➔ Assistant Professor(Lloyd Business School)
➔ Faculty-MBA(GLA University)
➔ Bhakresa FMCG(South Africa)
➔ Relationship Manager(HDFC Bank)
➔ Managing Director(Shyam Hospital)
Swarit Yadav

3. Unit 1- Introduction
● Traditional Marketing v/s DM
Practices
● Digital consumer
● Consumer digital journey
● Latest marketing strategies

4. Unit 2- E-Commerce and Internet
Marketing
● Introduction to E-Marketing
● Online Marketing Mix
● Online Consumer
● Virtual CRM
● Online Branding
● Traffic building and E-Commerce
● Content planning and writing
● Consumer digital buying behaviour factors

5. Unit 3- Acquiring &
Engaging Users
through Digital
Channels
● Effects of content on branding
● Search marketing
● Mobile marketing
● Video marketing
● social -media marketing
● Online campaign management
● Marketing analytics for STP
● SEO

6. Unit 4-
Designing
Organization
for Digital
Success
Digital transformation
Digital leadership principles
Online PR and reputation
management
ROI of digital strategies
Cost effectiveness of digital
strategies

7. Unit-5
Digital
Innovation
and Trends
● Digital revolution
● Digital transformation framework
● Security and privatization issues
● Trends in indian and global DM
● Online communities and co creation
● Marketing gamification and Apps

10. Digital Marketing
4 P’s of Digital Marketing
Product/Services
Price
Promotion
Place/Distribution
5th P- People

11. Seth Godin,
recommends five
elements for
consideration
Data
Stories
Products
Interactions
Connections

12. Crafting a digital marketing strategy

21. From brick and mortar to brick and clicks
Brick and mortar
Brick and click
Firstcry.com
Interactive platforms
Factors impacting digital marketplace
Digital Marketing
Models Creation

22. Crawling(Spiders) and indexing
Mapping and serving most relevant content
Search Marketing
Digital Marketing
Channels

23. Ad inventory
Banner ads
Vertical ad(Skyscraper)
Leaderboard
Google Ad Exchange
Display Marketing
Digital Marketing
Channels

24. Partner Marketing
Direct Marketing
Content Marketing
Platform Marketing
Digital Marketing
Channels

25. Digital Marketing
Operations
Landing page optimization
Reasons
Lower conversion rates
Higher bounce rate
Spending less time
Malfunctioning

26. Digital Marketing
Operations
Landing page optimization
Metrics to cover
Click through rate/ratio(CTR)
Page views
CPC
Conversion rates

27. Digital Marketing
Operations
Landing page optimization
Techniques
Passive targeting
Predictive content targeting
Social targeting
Close-ended experimentation
Open-ended experimentation

28. Digital Marketing
Operations
Website call to action (CTA)
Website forms
Contact us
Chats
Surveys
Contests

29. Digital Marketing
Operations
Domain name and hosting
Obtain a domain name
Website hosting
Shared
Virtual dedicated server
Cloud hosting

30. Digital Marketing
Operations