This document provides an overview of digital marketing. It defines digital marketing and lists some common digital marketing techniques such as search engine optimization, pay-per-click advertising, social media marketing, and email marketing. It also discusses the advantages of digital marketing like reduced costs and better exposure. Some disadvantages include security issues and lack of trust from customers. The document outlines steps to measure digital marketing effectiveness and concludes with an overview of digital marketing as an important and growing field.

1. The institute of chartered
accountants of India
Submitted to : ICAI Gurgaon
Submitted by : Shivani Chauhan
Registeration no. : NRO09690

2. Digital
marketing

4. INDEX
What is Digital marketing ?
Digital techniques
Advantage of Digital marketing
Disadvantage of Digital marketing
Measuring effectiveness of Digital
marketing
Digital marketing overview
Bibliography

6. What is Digital marketing
Digital marketing is the marketing of
products or services
using digital technologies, mainly on the
Internet, but also including mobile
phones, display advertising, and any
other digital medium.

8. Digital techniques
• Search engine optimization (SEO)
• Search engine marketing (SEM)
• Content marketing.
• Social Media Marketing (SMM)
• Pay-per-click advertising (PPC)
• Affiliate marketing.
• Email marketing.

10. Advantages of digital marketing
1. REDUCED COST : It allows the organizations to
save cash, an element that is really taken into account
by the organizations since the Digital
marketing strategies don’t require a great amount of
financial commitment
2. Better exposure: Reach numerous prospects by
switching to a digital marketing campaign within a
small investment.

11. 3. Social currency: Digital marketing gives you a
chance to create engaging campaigns using different
types of media. These campaigns can go viral on
social platforms, passing on from one person to
another, hence gaining social currency.
 4. Brand Building: Brand building is what every
business tries to accomplish and digital
marketing helps develop your brand by promoting it
on several platforms, the more viral your brand goes,
the more reputation your brand will earn in the eyes
of search engines as well as users.

13. Disadvantage of digital
marketing
1. SECURITY ISSUE : Internet marketing has its
own disadvantages which are not noticeable on
its experience value. so, For a person or client
who queries online for products or services,
there is a caution not to reveal all the private
information as it might be used against them by
unidentified people.

14. • 2. LACK OF TRUST: One of the significant drawbacks
may be a deficiency of believing in of the customers.
Because of could be exclusive special offers that
appear to be scammers. So, This is a part that declines
the picture and trustworthiness of quality and sincere
companies.
• 3. REQUIRES MORE INITIAL INVESTMENT :
Playing Digital marketing contains various restrictions
like developing delicate and professional looking for
your website and planning an effective technique.
Therefore, Paid marketing like Search engines Ad
Words, Search engines Ads, and Social Media
Marketing is quite expensive, especially for small
enterprise owners.

16. Measuring effectiveness of digital marketing
FOR THE SAKE OF MEASURING EFFECTIVENESS OF
DIGITAL MARKETING FOLL. STEPS CAN BE FOLLOWED.
STEP 1. Establish clear objectives
STEP 2. Determine the key performance indicators.
STEP 3. Map the customer journey.
STEP 4. Determine your analytics approaches.
STEP 5. Make decision based on your analyses , then
adjust .

18. Digital marketing overview
• The conclusion of digital marketing is very much
important for the digital marketers. Digital marketing is
a dream business project for digital marketers. If you
want to get success in the digital marketplace, you
should have sound knowledge about the benefits and
limitations of digital marketing. It is a growing field if
business. Digital marketing is nothing but the
utilization of digital technology to achieve marketing
objectives. Digital marketing and marketing
department is not different from each other.

19. However, the conclusion of digital marketing is a useful
term because digital marketing requires nothing but
certain skills to utilize the digital technology. After
acquiring the above knowledge, you may take the risk to
invest in the digital marketplace. This is a growing field
of business. So, do not neglect the opportunity that
digital marketing offers to you. Digital marketing may
fulfill all your cherished dreams within the short span of
your life.

21. Bibliography
Bibliography, as a discipline, is traditionally the
academic study of books as physical, cultural
objects; in this sense, it is also known as Bibliology .
Carter and Barker describe bibliography as a
twofold scholarly discipline—the organized listing
of books and the systematic description of books as
objects.