This document provides an overview of digital marketing. It defines digital marketing as using online technologies like websites, mobile phones, and other digital media to promote products and services. The objectives of digital marketing include increasing revenue, building brands, and improving search engine optimization. Some key techniques discussed are advertising, content marketing, social media marketing, and email marketing. The document also notes trends in digital marketing like analytics, video, and artificial intelligence. It compares digital marketing to traditional marketing, finding digital marketing is more cost-effective and allows for better targeting of audiences and real-time results.

1. AST. PROF. SUMAN KUMARI C
MALI
M.COM, K-SET, UGC NET.
B.B.A (Regular ) 6th Semester
MK 6.5 DIGITAL MARKETING
As per Syllabus Prescribed By BCU (NEP)

2. UNIT 1: INTRODUCTION TO DIGITAL
MARKETING
Meaning of Digital Marketing-its importance. Digital
Marketing platforms, Changing trends in Digital
Marketing era.

3. Digital Marketing -Meaning
Digital marketing is the component
of marketing that uses
the Internet and online based digital
technologies such as desktop
computers, mobile phones and other digital
media and platforms to promote products and
services.

4. Digital Marketing - Definition
According to Kotler and Armstrong,
“Digital marketing is a form of direct marketing
which links consumers with sellers
electronically using interactive technologies
like emails, websites, online forums and
newsgroups, interactive television, mobile
communications etc.”

5. Objectives of Digital
Marketing
1. Increase revenue / Profits
2. Build a brand
3. Improve local SEO
4. Increased qualified Traffic
5. Manage online reputation
6. Become an influencer in your field.
7. Saves Time
8. Reduced Expenses / Costs

6. Features of Digital
Marketing
1. Segmentation
2. Costs
3. Defining the target audience
4. Buying Intent
5. Customer engagement
6. Longevity
7. Measuring profitability.

7. Importance of digital
marketing
 Online customer access
 Cost effective
 Faster reach
 Better ROI
 Competitor information
 24/7 customer support
 Mobile phone made task easy
 Establish brand reputation
 Higher revenue

8. Scope/ techniques of Digital
Marketing
1. Advertising
2. Content marketing
3. Email Marketing
4. Mobile marketing
5. Paid Search (PPC
and CPM)
6. Programmatic
advertising
7. Reputation marketing
8. Search engine
optimisation
9. Social Media
Marketing
10. Video Marketing
11. Web analytics
12. Webinars
13. Remarketing
14. Marketing
automation
15. Influencer marketing
16. Affiliate marketing
(partnership)

9. Benefits of Digital
Marketing
 It is cost effective
 It is measurable
 Allows you to target ideal customers
 Allows you to reach people at the start of the
buying journey
 Make changes as you go
 Improves conversion rate

10. Problems of Digital
Marketing
 Not getting lost in the volume
 Driving relevant traffic to the website
 Targeting the right audience effectively
 Lead generation using social media
 Optimising marketing budgets and ROI
 Keeping up with changing trends
 A check on increased security risk
 Lesser focus on key words.

11. Differences between Digital marketing
and real marketing
Basis Real Marketing Digital Marketing
Target
audience
Easy to reach to Local
audience
Reach targeted audience globally
Marketing
Approach
Personal Approach. Person
to person relationship is built
Virtual interaction and reach to finite
number of customers easily
Documentation Hard copy of Product/
services description through
brochures, leaflets etc
Soft copy of Product/ services
description through websites, videos or
content online
Consumer
Interaction
As promotion is not flexible,
less interaction is involved
Offers a digital platform to interact with
customers easilyz
Marketing cost Expensive Economical
Marketing
Analysis
Complex process as it rely
upon surveys and findings
of market
Data and facts are stored online makes
analysis easier
Real time
Result
Longer wait time Quick results and real time marketing
data available
Interruptions Consumers Cannot skip
adds
Can skip the interruptive part and
continue to engage with product/

12. Digital Marketing in 2021 -22
 Analytics
 Social Media Influencers
 Videos
 Artificial Intelligence
 Augmented and virtual reality
 Omni- Channel Marketing
 Interactive Content

13. Trends of the Digital Marketing
ERA
1. Customer expensive
2. Employee Activation
3. Visualization
4. Personalisation
5. Strategic Marketing transformation
6. Featured snippets
7. Voice search
8. AI Based Automation
9. Focus on customer retention, loyalty and advocacy
10. Live video
11. Account Based marketing
12. GEN Z will influence more than millenials

14. Digital Marketing Campaign
 B2B
 B2C
 Paid search
 Organic (or natural) search
 Email marketing campaign
 Content marketing
 Webinars
 Podcasts

15. Important Questions
Section A
1. What is Digital Marketing?
2. What is Facebook Marketing?
3. Give the meaning of LinkedIn marketing
4. What do you mean by content Marketing?
5. Define Email Marketing
6. Give the meaning of digital marketing
platforms.

16. Sec B / C
1. Explain the importance of Digital Marketing?
2. What are the objectives of Digital Marketing?
3. What are the feature of Digital Marketing?
4. Write short note on Digital Marketing platforms.
5. Discuss the changing trends in digital marketing
Era.
6. Differences between Digital marketing and real
marketing
7. Briefly Explain the scope/ Techniques of Digital
Marketing

17. Thank You