Fundamentals of Digital Marketing and Web Design.pdf

DIGITAL MARKETING | B. COM
Dr. Repalle Giddaiah M. COM, PhD, Assistant Professor in Commerce– Loyola Academy 1
DIGITAL MARKETING
UNIT - I
FOUNDATION OF DIGITAL MARKETING
❖ Marketing: Traditional and Digital Marketing
Characteristics / Features of Digital Marketing:
❖ Digital Marketing Strategy
❖ Exploring Digital Marketing
❖ Starting with the Website
❖ Foundations of Analytics
❖ Search Engine Optimization (SEO)
❖ Search and Display Marketing
❖ Social Media Marketing
❖ Video Marketing
Marketing:
Marketing is not about promotion or advertising only. Marketing is a complex topic or a concept which
is used to make a comprehensive plan of action or a strategy to increase sell, create awareness about
brands and products etc.
In very simple terms “Marketing means
communicating the RIGHT message, to the
RIGHT people using RIGHT medium.”
Marketing plays a major role in creating
awareness about a business, increasing
customer base, growing sales and building
brand. Marketing is one of the most important
parts of any business and without effective
marketing, growing business becomes almost
impossible. There are two types of marketing:

Traditional Marketing: The traditional way of marketing lets businesses market their
products or administrations on print media, radio and TV commercials, bill boards, business
cards, and in numerous other comparable ways where Internet or web-based social
networking sites were not utilized for
promoting.
There are many facets of traditional
marketing and examples might include
tangible items such as business cards, print
ads in newspapers or magazines. It can also
include posters, commercials on TV and
radio, billboards and brochures.
Traditional marketing is anything except
digital means to brand your product or
logo.
Digital Marketing:
Digital marketing is all about promoting business using digital channels like Internet,
website, blogs, social media platforms, video marketing, mobile marketing, email marketing
and the list is huge… Digital marketing is not new. It’s been around since the Internet started.
Now digital marketing is becoming
popular due to the increase in internet
users, mobile phone users and digital
content consumption. Medium of
communication is more powerful and
involves social media websites, chats, apps
and Email. The use of digital marketing in
the digital era not only allows for brands to
market their products and services but also
offers online customer support through
24x7 services to make the customer feel
supported and valued. The whole concept and functionalities of Digital Marketing are more
competent, effective, result-oriented and measurable, which make it very different from
traditional marketing.

There are two types of Digital Marketing i.e., In - Bound Marketing and Out- Bound Marketing.
In-Bound Marketing is best described as a method of attracting prospects to your business’s
products or services through the creation of related content and incentives, which inspire people to
identify themselves and request more information or make a purchase. Inbound marketing is closely
aligned with content marketing, Search Engine Optimization (SEO) and social marketing, because each
of these programs focuses on attracting unknown prospects to your business. Inbound Marketing
includes: • Website content • Search engine optimization (SEO) • Blog content • Video content • Social
Media Posts • White papers • e-Books • Surveys, Studies and Analyst Reports • Webinar.
Out-Bound Marketing on the other hand starts with some basic knowledge of your
target audience and builds programs to educate those very specific prospects about your
products and services in a meaningful way. Outbound marketing typically is accomplished
using the more traditional ways such as direct mail, telemarketing, email marketing and
events. outbound marketing includes: • Cold emailing • Cold calling • Direct Mail • Events •
Display ads • TV and Radio ads • Press Releases.
Characteristics / Features of Digital Marketing:
1. Get a Quality Company Website: A business website is a virtual B2B portal, allowing
businesses and customers from around the world to connect with you. A business website is
similar to your Company brochure, available 24×7, and projects you as a professional outfit.
2. Social Media Presence: The biggest achievement of this digital era has been the ease with
which people have learnt to communicate- Social Media websites like Facebook, Twitter,
Google, Pinterest, YouTube etc. are the latest methods to communicate across wide
demographics of age, taste and culture.
3. Blogging and Forums: Here is a powerful axiom- 'Content is King'. Produce powerful, genuine
and compelling content as part of your Company blog. Be a regular on relevant forums and
discussion panels. In time, your content will stand up to be the biggest promoter of your
brand.
4. List your business on the biggest listing services: Register your business on 'Google Places'-
this allows your business to feature on Google searches and be listed on Google Maps. Other
business databases that you must be part of include 'Yahoo! Local' and Microsoft's 'Bing'.
Joining these services is free; setting up an account takes very limited time and the far reach
of these services translates to free promotion for your business.
5. Email Marketing: In recent times, bulk emailing isn't a very favoured promotional concept.
However, if done well, and with good intentions, email marketing could be a powerful tool in
your Company's online promotional arsenal. Personalized emails speak directly to the target

audience, helps you get an immediate response and can aid in the opening of a line of
communication with your prospective customer base. It's free and fast promotion- with an
impactful feedback.
6. A Dedicated Digital Marketing Expert: If you aren't sure about pulling off a good promotional
job individually, maybe it's a good idea to hire an innovative, enthusiastic Digital Marketing
Consultant to handle your Company's online promotional strategy. This action will allow you
to be on top of your promotional ideas while employing a professional to implement concepts
that drive towards your expected results.
Digital Marketing Strategy:
These are the components that will form the foundation of your digital marketing strategy:
A. Know your Business: Is your business ready to embrace digital marketing? Are your products
or services suited to online promotion? Do you have the right technology, skills and
infrastructure in place? How will digital marketing fit into your existing business processes, do
those processes need to change, and are you and your staff ready to accommodate those
changes?
B. Know the Competition: Who are your main competitors in the digital marketplace? Are they
the same as your offline competitors? What are they doing right (emulate them) what are
they doing wrong (learn from them), what aren’t they doing at all (is there an opportunity
there for you?) and how can you differentiate your online offering from theirs? Remember,
competition in the digital world can come from just around the corner or from right around
the globe. The same technologies that allow you to reach out to a broader geographical
market also allow others to reach into your local market. When you venture online you’re
entering a global game, so don’t limit your analysis to local competition.
C. Know your Customers: Who are your customers and what do they want from you? Are you
going to be servicing the same customer base online, or are you fishing for business from a
completely new demographic? How do the customers you’re targeting use digital technology,
and how can you harness that knowledge to engage in a productive and ongoing relationship
with them?
D. Know what you want to Achieve: If you don’t know where you’re going, there’s a pretty fair
chance you’ll never get there. What do you want to get out of digital marketing? Setting clear,
measurable and achievable goals is a key part of your digital marketing strategy. Are you
looking to generate online sales, create a source of targeted sales leads, improve your brand
awareness among online communities, all of the above or perhaps something completely

different? Your goals are the yardsticks against which you can measure the progress of your
digital marketing campaigns.
E. Know how you’re doing: The beauty of digital marketing is that, compared to many forms of
advertising, results are so much more measurable. You can track everything that happens
online and compare your progress against predefined goals and key performance indicators
(KPIs). How is your digital campaign progressing? Are certain digital channels delivering more
traffic than others? Why is that? What about conversion rates? How much of that increased
traffic results in tangible value to your business? Measure, tweak, refine, re-measure. Digital
marketing is an ongoing and iterative process.
Exploring the Fundamentals of Digital Marketing:
A. Brand Positioning: It involves enhancing the positive differentiation your brand offers against
competitors and the perception of value in your customers’ minds. While it comprises of
elements like your company name, logo, etc., successful brands incorporate positioning as
part of their overall brand strategy.
B. Microlevel Market Segmentation & Targeting: Targeting involves determining whether the
market is a good fit. This activity gives an overview of a product or service concerning the
target audience. In order to design and deliver products and services to fulfil the needs of
customers, it is essential to first create a set of distinct clusters of consumers. By doing this,
marketers can identify different patterns of shared values and norms, characters, behaviours,
needs, decision making, and choices. Each of these clusters or ‘segments’ shows a
homogeneous intra-group pattern and is heterogeneous to others.
Demographics – These include age, gender, occupation, education, income, etc.
Psychographics – Online behaviours, characteristics, etc. come under this category. Marketers
put out survey forms online to focus groups on learning and taking decisions about it.
Lifestyle – A niche customer group may have similar interests such as a music genre, books,
etc.
Behavioural – This is to see how and why customers use the product or service.
C. Customer Outreach: As relationship building has become a major success factor for any
marketing campaign in recent time, customer outreach is of paramount importance. It is
important to reach right people at right time to spread the brand story over a wide geographic
area. Now, traditional tools for promotional activities have two major limitations, inability to
provide customized services and cost. Finding the right people means understanding their
psychology and designing the marketing communications accordingly to achieve a greater
footfall. Presently, DM has changed the landscape of marketing with increased use of social

media. A massive number of consumers can be reached and interacted with through social
media.
D. Relationship Building & Customer Engagement: Digital customer engagement is all the ways
a customer interacts with your business via technology, and how you interact with them. Think
of it like this: it's all of the digital interactions your customer has with your brand, including
email, social media, and even your website. Creating a robust customer engagement model
can improve the free trial conversion rate for new users and reduce churn amongst existing
customers. Whether it's a sales team, marketing department, or contact center, all areas of
your business can benefit from digital customer engagement
E. Communication & Information Sharing: Information today is a strategic asset for any
organisation. The objective is to build awareness and stay in tune with the stakeholders. In
this regard, the websites of social media play a significant role and the social media platforms
help to generate a sizeable traffic through Digital campaigns. Digital Marketers need to stay
updated regarding market trends, employment opportunities and employability factors, latest
developments in different disciplines, frontier concepts and practices, and students’
expectation while dissemination of information through effective and timely communication
to the internal stakeholders as well as external stakeholders are very critical to the success.
Information may be of different kinds such as statutory and regulatory, events and activities,
and about achievements (of students, employees, and organisations).
F. Cost Effectiveness: Although of late Business platforms have increased their marketing and
advertisement budget, it still is on average significantly less as compared with the industries.
Furthermore, the traditional promotional tools are costly and using these tools need extensive
preparations; Business platforms need to restrict the time frame for use also. On the other
hand, Digital Marketing tools are cheaper than the traditional ones and therefore reduces the
cost burden of the Business platforms. Further, promotional Digital marketing tools have the
possibility of unlimited use throughout the year and the coverage area is also very large, and
a larger footprint at an affordable cost.
G. Feedback & Control: With the increasing use of Internet, companies are now able to monitor
the activities on a real-time basis. Also, all functional nodes can operate seamlessly. This is
another area where Digital Marketing can help business to continuously receive the market
feedback about its service offerings. Analysing this voluminous and widely varied data,
Marketer can use appropriate corrective and preventive strategies to resolve a problem or a
possible conflict and take the situation under control.

H. Lead-time Reduction: As Digital Marketing relies on the accessibility and speed of the
internet, it helps business to stay connected with the stakeholders round the clock for an
exchange of news and information. Any service-related issues can be resolved, and any
specific marketing communication can reach a wide population within a short time, which
otherwise is not possible in the traditional offline marketing
I. Ease of 0peration: With the increasing use of social media and smartphones, the young
generation hardly refers to any printed documents unless it is really required. The prospective
marketer thus prefer communication and interaction at their convenience.
Starting with the Website:
Starting a website from scratch is not difficult it's a very easy task to do, even for beginners. You don't
need to know web development or have any coding skills.
Below the following Steps for How to Start a Website
1. Sign up for Web Hosting
2. Install WordPress
3. Add a Website Theme
4. Register a New Domain Name
5. Customize your Website Design and Layout
6. Customize your Homepage
7. Add a Contact Form
8. Add Content for Essential Pages
9. Add Your Logo
10. Get Website Traffic
Foundations of Analytics:
Analytics Tools offer an insight into the performance of your website, visitors’ behavior, and data flow.
These tools are inexpensive and easy to use. Sometimes, they are even free. Google Analytics is a
freemium analytic tool that provides a detailed statistic of the web traffic.
The first step you’ll need to do is find your tracking ID, which is a unique ID created for your Google
Analytics account. To get your tracking ID, follow these steps:
1. Log in to your Google Analytics account.
2. On the bottom left-hand side of the page, click Admin.
3. From the left column titled Account, select an account from the dropdown menu.
4. From the middle column titled Property, select a property from the dropdown menu.
5. Under the Property column, click Tracking Info > Tracking Code.
6. Your website’s unique tracking ID is shown at the top of the page under Tracking ID and starts
with UA.
Note: Once you’ve identified your tracking ID, you’ll need to get your tracking code snippet, which can
be found on this page as the Global Site Tag (gtag.js). The gtag.js is the tracking code for this specific
property and you’ll need to copy and paste this code to every webpage you want to track on your
website.

Example 1: Traffic by City:
How to get to this report: (Google Analytics > Audience > Geo > Location > Primary Dimension = City
Example 2: Traffic by Device Category:
Traffic by device category How to get to this report: (Google Analytics > Audience > Mobile > Overview
Example 3: Traffic by Source/Medium:
How to get to this report: (Google Analytics > Acquisition > All > Source / Medium)
Example 4: View All Pages by Pageviews, Bounce Rate:
How to get to this report: (Google Analytics > Behavior > Site Content > All Pages)
Google Analytics helps you to track and measure visitors, traffic sources, goals, conversion, and other
metrics. It basically Generates Various Reports on-
Audience Analysis - As the name suggests, audience analysis gives you an overview of the audience
who visit your site along with their session history, page-views, bounce rate, etc. You can trace the
new as well as the returning users along with their geographical locations. You can track –
✓ The Age and Gender of your audience under Demographics.
✓ The affinity Reach and Market Segmentation under Interests.
✓ Language and Location under Geo.
✓ New and Returning Visitors, their Frequency, and Engagement under Behaviour.
✓ Browsers, Operating Systems, and Network of your Audience in Technology.
✓ Mobile Device info under Mobile.
✓ Custom Variable report under Custom.
✓ Benchmarking Channels, Locations, and Devices under Benchmarking.
Acquisition Analysis Acquisition means ‘to acquire.’ Acquisition analysis is carried out to find out the
sources from where your web traffic originates. Using acquisition analysis, you can −
✓ Capture traffic from all channels, particular source/medium, and from referrals.
✓ Trace traffic from AdWords (paid search).
✓ See traffic from search engines. Here, you can see Queries, triggered landing pages, and
geographical summary.

Behaviour Analysis monitors users’ activities on a website. You can find behavioural data under the
following four segments –
➢ Site Content − It shows how many pages were viewed. You can see the detailed interaction of
data across all pages or in segments like content drill-down, landing pages, and exit pages.
Content drill-down is breaking up of data into sub-folders. Landing page is the page where the
user lands, and exit page is where the user exits your site. You can measure the behavioural
flow in terms of content.
➢ Site Speed − Here, you can capture page load time, execution speed, and performance data.
You can see how quickly the browser can parse through the page. Further, you can measure
page timings, user timings, and get speed suggestion. It helps you to know where you are
lagging.
➢ Site Search − It gives you a full picture of how the users search across your site, what they
normally look for, and how they arrive at a particular landing page. You can analyze what they
search for before landing on your website.
➢ Events − Events are visitors’ actions with content, which can be traced independently.
Example − downloads, sign up, log-in, etc.
Conversion Analysis Conversion is a goal completion or a transaction by a user on your website. For
example, download, checkout, buy, etc. To track conversions in analytics, you need to define a goal
and set a URL that is traceable.
Search Engine Optimization (SEO):
SEO stands for Search Engine Optimization. It is the process of getting traffic from the free,
organic, editorial, or natural search results on the search engines. Simply put, it’s the name given to
the activity that attempts to improve search engine rankings. In many respects, it's simply quality
control for websites.
Search engine optimization (SEO) is the process of improving the ranking (visibility) of a
website in search engines. The higher (or more frequently) a website is displayed in a search engine
list (like Google), the more visitors it is expected to receive.
SEO may target different kinds of search, including image search, local search, video search,
and news search engines. Employing a sound SEO strategy will help you position your website properly
to be found at the most critical points in the buying process or when people need your site.
SEO - Importance:
1. To Help Gain More Visitors: Majority of users click on only the top 4-5 web pages appearing in
search results, so it’s very important for a website to appear in the top results of a search engine.
2. Important for Social Promotion of a Website: if a website appears in top results of a search
engine such as Google, Bing, etc. then it gains instant popularity and to some extent trust of a
user.
3. It plays an important role in improving the business of a commercial site: if two websites are
selling the same product, for example, both Myntra and Koovs focus on selling fashion clothing,
then the site having a better position in the search result of a search engine has chances of
getting more users as compared to the other.

4. Improving User Experience: SEO doesn’t focus only on improving search results but also on
improving the user experience and usability of a website so that a website is more appealing to
a user.
SEO – Principles / Steps:
Following are majority steps involved in the working of a search engine:
a) Crawling: Process of fetching all the web pages linked to a website. This task is performed
by a software, called a crawler or a spider (or Googlebot, in the case of Google).
b) Indexing: Process of creating index for all the fetched web pages and keeping them into a
giant database from where it can later be retrieved. Essentially, the process of indexing is
identifying the words and expressions that best describe the page and assigning the page to
particular keywords.
c) Processing: When a search request comes, the search engine processes it, i.e. it compares
the search string in the search request with the indexed pages in the database.
d) Calculating Relevancy: It is likely that more than one page contains the search string, so the
search engine starts calculating the relevancy of each of the pages in its index to the search
string.
e) Retrieving Results: The last step in search engine activities is retrieving the best matched
results. Basically, it is nothing more than simply displaying them in the browser.
Search and Display Marketing:
Search Marketing:
Search engine Marketing is the practice of marketing a business using paid advertisements
that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of
services such as Google and Bing might enter when looking for certain products or services, which
gives the advertiser the opportunity for their ads to appear a alongside results for those search
queries.
Search Marketing’s greatest strength is that it offers advertisers the opportunity to put their
ads in front of motivated customers who are ready to buy at the precise moment they're ready to
make a purchase. It is also uses paid and unpaid techniques to earn your business increased visibility
across the Internet. Search Marketing is divided into three main categories:
a) Search Engine Optimization (SEO) – Gaining Search Engine listings via unpaid Practices.
b) Pay Per Click or Paid Advertising (PPC) - Gaining Search Engine listings via Paid Practices.
c) Product Listing Ads (PLAs, also known as Shopping Ads) - are more visual, product-based
advertisements that allow consumers to see important information at-a-glance, such as
Prices and Reviews.
Display Marketing:
Digital Display advertising is graphic advertising on Internet websites, Apps or Social Media
through Banners or Other advertising formats made of Text, Images, Flash, Video, and Audio. The
purpose of display marketing is to deliver general advertisements and brand messages to site
visitors.
Digital display advertising is an outbound display advertising format where you target
predefined audiences with images or banners. There's also native ads and text ads in the mix in
there. You target them on different websites, on social media platforms, and on mobile apps.

Note that outbound advertising is a concept where the advertiser targets the audience and
sends their message out to them as opposed to something like inbound, which would be search
where the audience comes to you. So, there's a key difference between the type of marketing that
display is. It's an outbound advertising format.
Types:
a) Banner Ads: One of the oldest and traditional forms of advertising, banner ads usually
appear at the top of websites in a “banner” format.
b) Interstitial Ads: These ads appear as web pages that are served to users before they are
directed to the original page they requested.
c) Rich Media: These ads include interactive elements, such as video, audio and clickable
elements.
d) Video Ads: The YouTube advertising platform, as well as social networks like Instagram and
Facebook, have opened a whole new avenue for marketers. Video ads allow you to reach
your audience and connect with them on a personal level, and are well worth investing in.
Advantages:
➢ Diversity: Display ads come in many shapes and sizes. And as you've seen above, they can
be presented in a number of formats, too. This means you can choose a style and advertising
format that will help you achieve your goals.
➢ Reach: Thanks for the Google Display Network (GDN), you can access millions of sites
straight from your Google Ads account.
➢ Targeting: Because of GDN's extensive reach, you can also target the right audience by
placing your ads on the right websites. This includes demographic and geo-targeting, along
with specific interests of your target audience.
➢ Measurable: Clicks, impressions and conversions can all be tracked from Google Ads, as well
as Google Analytics for more granular performance and engagement tracking.
Social Media Marketing:
Social media marketing is a
powerful way for businesses of all sizes
to reach prospects and customers.
People discover, learn about, follow,
and shop from brands on social media.
The Great marketing on social media
can bring remarkable success to your
business, creating devoted brand
advocates and even driving leads and
sales.
Social Media Marketing is a
form of Digital Marketing that leverages the power of popular social media networks to achieve your
marketing and branding goals. But it’s not just about creating business accounts and posting when
you feel like it. Social media marketing requires an evolving strategy with measurable goals and
includes:

➢ Posting pictures, videos, stories, and live videos that represent your brand and attract a
relevant audience.
➢ Maintaining and optimizing your profiles.
➢ Responding to comments, shares, and likes and monitoring your reputation.
➢ Following and engaging with followers, customers, and influencers to build a community
around your brand.
Social media marketing also includes paid social media advertising, where you can pay to have your
business appear in front of large volumes of highly targeted users.
Benefits of Social Media Marketing:
With such widespread usage and versatility, social media is one of the most effective free channels
for marketing your business today. Here are some of the specific benefits of social media marketing:
A. Humanize your Business: Social media enables you to turn your business into an active
participant in your market. Your profile, posts, and interactions with users form an
approachable persona that your audience can familiarize and connect with, and come to trust.
B. Drive Traffic: Between the link in your profile, blog post links in your posts, and your ads, social
media is a top channel for increasing traffic to your website where you can convert visitors
into customers. Plus, social signals are an indirect SEO factor.
C. Generate leads and Customers: You can also generate leads and conversions directly on these
platforms, through features like Instagram/Facebook shops, direct messaging, call to action
buttons on profiles, and appointment booking capabilities.
D. Increase Brand Awareness: The visual nature of social media platforms allows you to build
your visual identity across vast audiences and improve brand awareness. And better brand
awareness means better results with all your other campaigns.
E. Build Relationships: These platforms open up both direct and indirect lines of communication
with your followers through which you can network, gather feedback, hold discussions, and
connect directly with individuals.
The Best Social Media Marketing Platforms for Digital Marketing:
The best social media marketing platforms for business include Facebook, YouTube,
Instagram, LinkedIn, Twitter, TikTok, and Snapchat. Different social media marketing sites require
different approaches, so here’s a brief overview on each one—its user base, main vibes, pros, cons,
and content types.
Facebook:
Facebook is the largest social media platform globally as well as one of the biggest local business
directories. People of a diverse range of age groups use it to communicate with friends and family,
participate in groups and forums, find and visit businesses near them, and follow brands. Facebook is
a great social media marketing platform to:
➢ Build relationships with current customers
➢ Announce hours changes, events, and milestones
➢ Hold discussions and live streams
➢ Market to baby boomers
Organic reach on Facebook is limited, so if you’re looking to generate leads or find new audiences,
Facebook advertising is your best bet.
YouTube:

You may not think of YouTube as a social media marketing channel, but it fits the bill: you can post
videos to your channel; share, comment on, and like other videos, and follow other accounts you like.
Plus, you have a curated feed in your homepage with recommended videos. The key to social media
marketing on YouTube is not to try to “go viral,” but to add value. It’s best for:
➢ Tutorials, how-tos, and explainer videos
➢ Shoppable YouTube live streams
➢ Advertising (video ads and display ads on the platform)
➢ SEO (video is dominating the “how to” SERP!)
Instagram:
Though it came onto the scene years after LinkedIn and Twitter, Instagram quickly surpassed those
platforms and reached one billion monthly active users in 2018. It’s popular for its diverse content
formats, including Feed posts, Stories, Lives, Reels, and IGTV. People use Instagram to follow
influencers and brands they buy from and who support their personal values. Create your Instagram
bio and then use it for:
➢ Social shopping
➢ Influencer marketing
➢ User-generated content
➢ Company culture
The cost of Instagram ads is generally higher than on Facebook, but the good news is that organic
reach is also higher.
LinkedIn:
LinkedIn may be a professional network, but it’s also an inspiring community that celebrates
leadership, learning, and core values. So in addition to using it to network, find prospects, and share
industry insights, it’s also a great place to express your company culture and build your personal brand
in parallel with your business brand. There are tons of LinkedIn company page features to take
advantage of, so take care when building your page. LinkedIn is a great platform to:
➢ Attract top talent
➢ Network with partners, peers, and customers
➢ Share company milestones and culture
➢ Post industry news and insights.
Twitter:
Twitter is a beautifully tangled network of quick thoughts, useful tidbits, and energized
discussions. You should be regularly active on every social media platform, but it’s especially important
here. Many people use Twitter to get news, follow brands, and get customer service. Be sure to
retweet when a customer has something nice to say about you, and don’t forget to answer people’s
questions when possible. For effective social media marketing on Twitter, you may want to:
➢ Follow influencers to keep up with news and trends.
➢ Share a story through a series of Tweets in one thread.
➢ Make yourself available for customer service and FAQs.
Snapchat:
Snapchat isn’t just for teens. Its largest age group (75%) ranges from 13-34 and with Snap Maps,
geofilters, and its partnership with Gannett, it’s more locally-focused than you might think. While you
can’t build relationships on the platform, you can build an audience through fun images and short
videos. Use Snapchat for:
➢ Location-based marketing

➢ App marketing
➢ Feel-good content
TikTok:
TikTok is the fastest growing social media platform of all time, taking only five years to reach one
billion monthly active users. While it’s known for dancing, there are countless popular categories on
the platform that continue to grow. Businesses are finding ways to use it as a marketing channel, but
just remember, the primary reason people use TikTok is for entertainment, so make sure your videos
align with that. Use TikTok to:
➢ Participate in trending challenges
➢ Post funny and inspiring videos
➢ Be relatable
A successful Social Media Marketing Strategy will look different for every business, but here are the
things they will all have in common:
1) Knowledge of Your Audience: What platforms they use, when they go on them and why, what
content they like, who else they’re following, and more.

2) Brand Identity: What is the message you want to convey to your audience? How do you want
them to feel when viewing your content?.
3) Content Strategy: While there is a level of spontaneity on social, you’ll need a structured
content strategy to be able to have a consistent voice and produce quality content regularly.
4) Analytics: Quantifiable insights will inform your strategy, including who you’re reaching, the
right content to share, the best times to post, and more.
5) Regular Activity: Social media is a real-time platform. If you want to use it to grow your
business, you need to post regularly, stay on top of engagements with your business, engage
back, keep up with trends, and maintain accurate profiles.
6) Inbound Approach: Don’t use social media to pitch your business. Focus on adding value
through useful and interesting content and building up those around you. This, in turn, will
organically promote your business and others will promote it for you.
Video Marketing Strategy:
Video Marketing Strategy is an essential marketing tool — to reach people today and keep
their attention, you need to include online video marketing in your strategies. It makes sense to
anyone online today it’s worth reviewing and exploring ideas such as online video marketing, social
media video marketing, and business video marketing. Video Marketing is an emotionally engaging
way for brands to connect with customers and catch their attention in a digitally overloaded world.
Video Marketing means incorporating a video format into your marketing strategy to promote
a brand, product, service, or message. Video marketing educates your audience effectively and helps
increase engagement on social and digital channels. Marketing people create videos that either
directly or indirectly promote your company and brand, drive sales, raise awareness of your business's
products and services, or engage current and potential customers.
The rise of smartphone technology added more fuel to the fire, making it more convenient
and easier to watch videos on mobile phones. Video marketing is a great equalizer, enabling small-to-
medium-sized businesses to compete against larger organizations effectively. The right video
marketing campaign can level the playing field because a good, eye-catching, memorable video is
compelling regardless of the size of the business that released it.
Benefits of Video Marketing:
Video marketing is a very valuable resource for Search Engine Optimization (SEO). Videos help
build backlinks to your company's website and increase shares and likes, which can positively affect
search rankings. These factors will drive more traffic to your site — post your videos there and assign
them relevant tags using keywords and phrases.
• Videos tend to rank higher in searches, so there’s a better chance that your website will show
up closer to the top of the search page
• Video marketing provides an easy way to personalize your customer engagement, which
builds brand loyalty and recurring visits.
• Videos increase exposure and subsequent engagement.
• Videos boost the public’s understanding of your services or products.
• Your product will stand out more and be remembered better. Videos boost information
retention.
Here’s a Handy Step-by-Step Guide for Making a Great Video:

1. Write Your Video Script: All videos need a script. Create an outline and treat it as you would a
blog post. Make it clear and relaxed, and don’t wait until the end of the video before telling
the viewer what the video’s purpose is.
2. Set up a studio: Prepare a dedicated space to make your video, and assemble your cameras,
lights, microphones, tripods, and whatever other gear you need.
3. Get the Talent Ready: This stage involves getting the video actors together with their scripts
and directions.
4. Shoot the Video: Here’s where the magic happens. Shoot your video, and be sure you have
the following elements:
5. Edit the Video: It is often an ongoing process since you’ll most likely make a rough cut and
show it to the stakeholders and interested parties. You will no doubt make edits based on their
feedback.
6. Select the Music for the Video: Music is essential to set the tone. Establish a music budget,
figure out what kind of music synchs best with the video’s emotional tone, and determine what
sound affects you need.
7. Record Voice-Overs: The voice-over is the video’s narration spoken by someone off-camera.
The narration helps fill out any gaps in the story and the voices you choose need to be relatable
to the audiences you want to reach.
8. Upload the Video: Now it’s time to upload your video to your chosen platforms. First, ensure
your platform supports your video format (MP4, MOV, MPEG4, WMV, AVI, etc.). Next, consider
adding extra bells and whistles such as closed captioning, a headline and text description, and
an end screen.
Types of Video Marketing:
a) Brand Videos: These videos build awareness of your company’s brand, mission, products,
and services.
b) Demo Videos: These videos show how your product works, including unboxing or
conducting a software walk-through. These videos not only teach your audience how to
do something new, but it also helps viewers gain an understanding and appreciation of
your business.
c) Explanation Videos: Simple and straightforward, these videos help the audience
understand why they need your services and products. So often, these videos follow a
standard formula of presenting a story where a buyer has a problem, and the solution lies
with the company’s products or services.
d) Livestream Videos: Live videos are an eye-catching, dramatic way to get the viewer’s
attention, often using a behind-the-scenes format, interviews, and demonstrations.
e) Personalized Videos: Nothing drives engagement more than making the customer feel
special, and personalized videos provide a means for the business to reach out to a
customer to answer a question or make a recommendation.
f) Testimonials/Case Studies Videos: These videos get your customers involved in the
campaign. Word of mouth is one of the most effective means of advertising, so having
satisfied customers tell their stories on video is a sure fire winner.
Video Marketing Strategies:

Here is a six-step strategy guide for making a high-quality, effective video marketing campaign.
i. Designate Your Resources: You will need a video budget covering resources such as video
equipment, effective editing software, dedicated time to work, and a video marketing
team to bring these elements together.
ii. Build Your Story: Every video tells a story. What’s your story? What message are you trying
to convey, and how do you want to share it?
iii. Plan Your Audience Engagement: Although your message may be great, you still need to
ensure that the audience is vested in it. You need to hook your audience and keep the
story interesting.
iv. Shorter is better: You've undoubtedly heard of the acronym TL/dr, standing for "Too long,
didn't read," in the context of reading articles. The last thing you want is to have your video
audience say, "Gee, how long is this video, anyway?" Of course, there's no established
standard video length, but the shorter, the better. The online audience's attention span is
short, so edit accordingly.
v. Publish Your Message Everywhere: The name of the game is "saturation." You must
embed the video on your organization's website, upload it to YouTube, publish it on all
your social media accounts, and even place it on your profile page! Get that video out
there, then heavily promote it.
vi. Track the Results: Keep an eye on the video’s metrics and stats. Take note of what videos
perform the best and, determine what the elements in the most successful videos are and
what they have in common. Factor those findings in future video endeavours.

E-Mail Marketing | B. Com
E- MAIL MARKETING
UNIT - II
E-MAIL MARKETING
❖ E-Mail Marketing: Introduction
Advantages / Features / Types of E- Mail Marketing:
❖ E- Marketing Tools and Setup
❖ E- Mail Marketing: Segmentation; Personalization and
❖ Mobile Friendly Design

E-Mail Marketing: Introduction
Email Marketing is using e-mail as a means of promoting your products or services.
This can be direct one to one e-mail but typically it relates to sending e-mails to a group of
people that have subscribed to a mailing list. Email marketing is a digital marketing channel
that engages prospects at various stages of the funnel, engaging and maintaining their
interest. Because of its versatile nature, email is a vital tool for online retailers who want to
stay top of mind with consumers. Email marketing is a good and cheaper alternative to
sending direct mail (via the post). For example, some people may subscribe to receive a
regular newsletter from you. In general, the term “Email marketing” is used to refer to:
➢ Sending promotional e-mails in order to acquire new customers or convincing
current customers to purchase something immediately.
➢ Sending emails specifically designed to enhance relationships with current or
previous customers, to encourage customer loyalty and repeat business.
➢ Adding advertisements to others companies’ e-mails (on a partnership basis) to gain
exposure within a new market.
Types of E-Mail Marketing:
1. Promotional Email: Promotional email is to promote a product or service, usually to
entice customers to make a purchase. Every Business almost would enjoy this benefit.
Promotional emails are short and sweet. You might want to create a special graphic to
complement your email copy; otherwise, it’s not a time-consuming process. There are
Few tips for creating a Promotional Email: Make the offer clear; Create a sense of
urgency and Keep it short.
2. Inventory Email: Its Purpose is to let your customers know about new items. It falls
under the promotional email umbrella. You’re updating customers, but also hoping for a
sale. Any business can tell customers about a new item in stock. Fashion and retail
businesses may get the most bang for their buck. Time is spent taking a good picture of
the new product, but these don’t require a lot of text. Tips for creating a new inventory
email: ➢ Send the email out as soon as the item arrives. ➢ Take a killer picture. In fact,
these types of emails are more about the photo than text. ➢ Convey the point in your
subject line. You know subject lines can determine whether or not your customer opens
your email, and this email is no different.
3. News Letter Email: Newsletter email purpose is to inform customers about company
news, improve brand awareness and build a relationship with your core audience. Almost

Business would benefit with this type of email. It takes a bit of time to create a solid
newsletter, but it’s a valuable marketing tool. Tips for creating a newsletter email: ➢ A
newsletter doesn’t mean long format. Break the copy in your newsletter into short,
digestible and actionable sections of content, copy, images and calls to action. ➢ Create
an easy-on-the-eyes design. ➢ Include your contact information in the newsletter. You
always want your contact information in an easy-to-find area on the newsletter.
4. Welcome Email: Its purpose is to welcome new email subscribers to the family and
establish a good relationship. Creating the email doesn’t take long, but you need to know
when a new customer signs up. Tips for creating a welcome email: ➢ Write in a
conversational tone. A welcome email is like a virtual handshake that accepts a new
member into your group. It should be inviting and warm. ➢ Consider offering a reward.
In celebration of a new customer, you could offer a discount or some sort of perk. ➢
Remind new users about the benefits.
5. Product Advice Email: The purpose of this mail is to offer your customers advice on
how to get the most from your business or product. At the same time, to establish your
authority in the industry. This kind of email has more information, so your time will go
toward writing and proofreading. Tips for creating a product advice email: ➢ Create
valuable content - The key to this kind of email is to offer tips that your customers want
to read. If you sell cameras, send an email that teaches customers how to use certain
features. Whatever your business is, create an email that gives your customers a helping
hand. ➢ Proofread - No matter what email you send, you should proofread it several
times. ➢ Focus on customer service - Emails that offer product tips should also showcase
your commitment to customer service.
6. Educational Email: Educational Email provide customers with industry knowledge
that’s connected to your business or product. It helps build relationships and trust between
your business and your customers. It takes time to brainstorm ideas and to create a sharp
email. Tips for creating an educational email: ➢ Offer relevant content - When you send
an educational email, you’re trying to build a relationship with your customers. The best
way to do that is to teach them something. For instance, Monster.com, the job search site,
sends its customers information about life in the workplace. ➢ Consider offering bite-
sized information - Take a cue from the Monster.com email above and write bite-sized
pieces of information in the article; let your customers decide if they want to read more.

The “Read more” link takes your customer to your blog for the full article. ➢ Add a
mini-promotion - You can add a promotional element to this kind of email, but it
shouldn’t be the main attraction.
7. Reorder Email: Reorder Email is to remind customers that it’s time to reorder a certain
product. Any business that sells products or services needed on a regular basis would
benefit. Examples include products like printer cartridges, contacts, pet medications and
vitamins. Basic text and images are needed. Tips for creating a reorder email: ➢ Clear
call to action - The purpose of a reorder email is to encourage your customers to replenish
your product or perhaps renew a subscription for a service. ➢ Remind customers of the
value - In the email, tell your customers why reordering is a good idea. ➢ Mention past
purchases - If you want, you can mention in the email what your customer purchased in
the past, so they can reorder the same thing.
8. Testimonial Email: Its Purpose is to reinforce how valuable your business or product is
through customer feedback. Every business would benefit with this mail and It takes a bit
of time to collect testimonials. You may need to be persistent to get customers to give
them to you. Tips for creating a testimonial email: ➢ Create a sleek design - Email design
elements are important with testimonial emails. You want something that’s eye-catching
and easy to read. ➢ Include an image - If you sell tangible items like clothing, using
pictures of shirts and dresses makes sense. ➢ Offer more information - A testimonial is
great, but you should offer your customers a next step.
9. Survey Email: Survey Email is to collect helpful information you can use to improve the
customer experience. Any business looking to better itself can use this email. We have to
spend time creating the survey and writing an email with a link to the survey. Tips to
create a survey email: ➢ Explain what’s in it for them - If you want a customer to take
the time to fill out a survey, you need to give them a reason. ➢ Address the purpose of
the survey - Besides an incentive to fill out the survey, you should tell your customers
why you want the information. ➢ Make the survey easy to access - There should be an
obvious, clickable link to the survey.
E-Mail Personalization:
Email Personalization is the email marketing process of using the personal information on
each member of your email list to create and send targeted emails. Personalized emails
are great because they provide subscribers and users with more relevant information, that

interests them specifically, instead of the generic, “mass-produced” email content, that
attempts to accommodate to all customer types. The information and data you collect on
every individual in your email list can be used in your email marketing strategy to create
personalized emails that will create the feeling of a 1:1 experience with each subscriber.
Objective:
The goal behind email personalization is to make the large-scale emails feel like they are
1 to 1 email and were tailor-made to the specific individual. The objective is to build a
stronger relationship with each subscriber, and ultimately convert them into loyal, long-
term customers.
Collected Data:
The data you collect and use in your email marketing can be your subscribers’ names, the
last products they purchased, the last pages they viewed on your blog, where they live,
their birthdays, how many times they looked at a specific type of product, when they last
used your application, etc. Even recruiters store all data in their CRM when high-volume
recruiting takes place.
Level of Personalization:
There are different levels of email personalization ranging from basic personalization,
such as mentioning your subscriber’s first name in the subject line, to advanced
personalization that requires utilizing different types of data to alter the content of the
email entirely based on the individual.
Mobile-Friendly Email Designs:
The business world has been actively using email marketing to generate more sales and
engage new customers. As email marketing is directly connected to customers, the
purpose is to create appealing and mobile-friendly email designs that should convert
them. The Ten (10) Tips mentioned below will help you succeed in your email campaigns
and receive only positive feedback from your customers.
1. Use short subject lines: Mobile devices display significantly less of your subject
line, so your well-crafted pun is likely to get cut off if it’s longer than 30
characters. This means there’s even less space to convince recipients to spend
time on your email, so every word counts. Of course, if the bulk of your email
openers is on other devices, you have more characters to play around with but, as
a rule, the shorter the better.
2. Utilize pre-header text: The short email preview is also a great way to get
recipients excited and intrigued by what you have to say. Again, this doesn’t

afford you much in the way of characters, so keep it snappy. Depending on the
device, different amounts of pre-header text are displayed but, generally, default
settings mean you have a bit of space to sell in.
3. Stick to the point: Hopefully, your subject and pre-header text have convinced
your mobile users to read your email. It’s now up to your main copy to get your
readers to click. Just because you have more words available, doesn’t mean you
should overdo it. Shorter emails are easier to read on mobile devices and allow
readers to quickly scan your content and respond to it. Bullet points, numbering,
and short paragraphs all make emails feel more bite-size and compelling. Often,
those checking their emails on their phone aren’t giving you their full focus, so
convey your point quickly and obviously.
4. Keep to one column: Email newsletter design for desktop versus mobile calls for
different things. On a desktop, multiple columns can be engaging and pair text
with images in a visual way, but these get confused when viewing on mobile.
Although it can be done, multiple columns are generally more hassle than they're
worth when opening emails on a phone.
5. Use Buttons: Use buttons in your emails instead, as they’re larger and easier to
select without incredibly precise taps. These help to break up your copy and draw
the reader’s attention straight away, making them a more efficient call to action.
6. Don’t rely on images: A good image can do wonders for your email marketing
campaign but, unfortunately, they’re just not reliable on phones. Images increase
the size of your emails and can take more data to get them to load too, making
them unsuited to a quick scan.
7. White space is your friend: A crowded email is hugely off-putting for the reader
who just wants to browse, which is only exacerbated by being on a small screen.
A bit of well-placed white space can do wonders to make emails more readable
for your recipients. On a phone, white space is doubly important, as it helps guide
viewers to where they’re supposed to be looking.
8. Emphasize calls to action: If you want your emails to readers to generate leads,
you’re going to have to include a call to action somewhere. If recipients are
reading off a phone, make these even more obvious so they don’t get lost in a
quick scroll through. These help emails to convey your message in a direct way
and prompt readers to act in response.

9. Include larger fonts: On a phone, everything gets shrunk. This might be okay for
larger images, but for already small text, this can become incomprehensible. Sure,
people can zoom in, but this makes the whole experience more complicated than
necessary. Big fonts are easier to read and help you to keep your emails short.
10. Reduce email size: Emails can look great with all sorts of animations, gifs,
images, and embedded content. Unfortunately, the more you add, the more of a
pain it is for recipients to load your emails. If it takes too long, potential readers
may give up on waiting and move on. Phones often have even slower connections,
so what works on a laptop may be a disaster on a mobile.
Email Marketing Segmentation:
Email marketing is one of the oldest forms of digital marketing, and it remains highly
successful for many businesses. However, you must be careful when mass sending
emails, as you don't want email service providers to think of your emails as spam. The
secret to successful email marketing is sending the right emails to the right people at the
right time. “While segmentation identifies who and who not to send an email,
personalization automatically identifies what to send in an email to each person.” In E-
mail marketing, segmentation is the act of splitting up your customers into groups.
Segments could be created by demographic data, behavioral data, interests, entry points
into the list, etc. These groups, or segments, then act as a distinct part of the list database.
A. Demographics Segmentation: Demographic data is your launching pad for
segmenting your email subscribers into specific lists. Demographic data includes
factors like age, gender, income level, company position, education, etc.
Seemingly simple demographic data can tell you a great amount about your
customer’s wants and needs, and therefore how you can serve them and even turn
them into raving fans.

B. Psychographic Segmentation: It focuses on the psychological characteristics of
your email list, including their personality, lifestyle, social status, activities,
interests, opinions, and attitudes.
C. Behavioural Segmentation: It is the process of dividing your customers into
groups based on their actions, Purchase Usages, Occasions, preferences, and
patterns. For example, you can segment your customers by their purchase history,
browsing behaviour, email engagement, loyalty status, or product usage.
D. Geographic Segmentation: For businesses where, geographic location makes a
big impact on purchasing decisions then segmenting based on geographic location
data is paramount. A great example of a brand doing this right is Spirit Airlines.
Every customer that uses Spirit must filled out basic information like sex, age, and
address. The address category is what allows Spirit to target its customers based
upon location. Here are a few more examples of ways to use geographic
data:
➢ Location-specific content: Offer a personalized experience by including a
specific location in your headline and/or content.
➢ Advertise regional promotions: Offering a Pacific Northwest specific
sale? Send focused emails for this promotion to customers in the region.
➢ Time-based: Send out email at optimum times for customers in different
time zones.
E-mail Marketing Tools and Setup: Most of these free email marketing tools come with
robust features even without the need to upgrade to a paid plan. Small businesses and
marketers should be able to make the most of them while saving time and money. Even if
you need to upgrade to accommodate your business needs, you’ll find that many of the
paid plans are affordable and flexible enough to fit your budget.
A. HubSpot: HubSpot, probably best known for their marketing automation
platform, recently launched a free email marketing tool that can support a lot of a
small business’ transactional email needs. One of the best parts of HubSpot’s free
email tool is its ease of use. The tool features a handy drag-and-drop visual editor,
and it also comes equipped with ready-made templates to get you up and running
immediately.
B. Sender: Sender is one of the best free email marketing tools in the market with
features to ensure deliverability. It lets you create stunning newsletters without
any HTML knowledge. Just choose from a template and customize it with

elements like images, videos and text. You can even personalize your newsletters
for each recipient to create an even bigger impact.
C. Sendinblue: Sendinblue is a marketing communication platform that features
both email marketing tools and additional functions such as customer relationship
management and landing page creation. With over 70 design templates,
Sendinblue’s email design functions make it easy to create a great-looking email.
Plus, all of these templates are responsive, and you can preview your results to can
ensure your design looks the way you want on any screen format.
D. Omnisend: It is a sophisticated ecommerce marketing platform that integrates all
your communication platforms in one place. Its free plan includes only email, but
it’s more than enough to support the email marketing efforts of small and medium
businesses. It allows you to automate your email delivery using behavioural
triggers and easily time your communications based on your customers’
convenience.
E. SendPulse: SendPulse advertises itself as a multi-channel marketing platform, but
its email marketing feature is the most popular. It comes with a ton of
professionally-designed email templates that you can easily customize using a
drag-and-drop editor. You can then set up these customized emails to be
automatically sent out at the right time based on user behavior, event trigger and
other variables.
F. Benchmark Email: Benchmark Email is a great option for an email marketing
tool to design responsive emails that look great no matter which device they’re
viewed on. If you need to add images to your email, you can even edit the image
right on the platform. The email editor lets you add effects, stickers and text to
effectively send across your message.
G. Mailchimp: Mailchimp is a leader in email marketing tools that you’ve probably
heard of. Their free plan provides you with basic email marketing features such as
email creation and scheduling. What makes this a great email marketing tool is its
smart recommendations feature, which provides you with valuable audience
insights to optimize your marketing efforts.
H. MailerLite: Sophisticated features like the landing page builder and the pop-up
customizer make MailerLite stand out among free email tools in the market. In
addition to the basics like the drag-and-drop email builder, the tool comes with a
rich text editor and a built-in photo editor to create stunning emails. MailerLite

also provides you with a comprehensive campaign report that contains important
stats like click rate, unsubscribe rate, open rate and more.
I. Mailjet: Mailjet comes with intuitive and collaborative tools to help you build
effective email marketing campaigns. Customize any of the pre-designed
templates and create responsive emails to impress any recipient no matter which
device they’re using. This email marketing tool also lets you add dynamic content
so you can create personalized and relevant emails for each recipient.
J. Moosend: Moosend is an excellent email marketing tool that lets you automate
repetitive tasks and saves you time. You can design behavioural email campaigns
based on your subscribers’ information and/or activities. You can use its advanced
segmentation feature to send highly accurate emails to each recipient, increasing
open rate and click-through rate as well as ROI.
K. EmailOctopus: EmailOctopus is a simple email marketing tool that runs on the
Amazon SES infrastructure. While the free plan doesn’t offer as many features as
some of the other free email marketing tools on this list, it does allow a lot more
emails per month than most of them. t also integrates with third-party apps like
MailOptin, WordPress and Zapier so you can seamlessly exchange customer data
between different tools.

Digital Marketing| B. Com
1
Dr. Repalle Giddaiah M. Com, PhD. Assistant Professor in Commerce –Loyola Academy.
CONTENT MARKETING
UNIT - III
CONTENT MARKETING
❖ Content Marketing Foundations: Introduction and Types
Importance / Advantages / Features / Types of Content Marketing:
❖ Blogs and Vlogs: Differences, Characteristics of Blogs and Types
❖ News Letters: Features, Elements and Newsletter for Content Marketing
❖ Mobile Marketing: Advantages and Dis - Advantages

2
Content Marketing: Introduction
Advertising uses the content to describe the business, brand, and business reputation. The
content ca n be in various forms such as news, webpages, videos, white pa pers, info graphics,
podcasts, blogs, case studies, and photographs.
Content is what is sold or accessed on the Internet. Content developers create the content to
provide the information to the viewers. Its ca n be in the form of text, graphics, and animation.
Content Marketing refers to the approach of creating and sharing of informative, relevant,
valuable, and consistent content to convert a group of audience in to customers and retain them.
Content marketing is non-interruptive way of marketing. Good Content helps Customers become
more knowledge about the Products or Services and make better buying judgement.
Content Marketing is the process of creating valuable and relevant content to attract,
acquire, and engage your audience. It tells a continuous story that meets your audience online and
offline to provide information, rather than selling to them, to establish your company as an industry
thought leader. Content creates trust and builds relationships fast and effectively to pull your
audience toward you, rather than push your marketing messaging onto them.
Important of Content Marketing: The Objectives of the Content Marketing are as follows:
❖ Brand Awareness: It Marks the presence of your Brand.
❖ Sales: It Boosts lead Generation at Quicker Pace.
❖ Customer – Vendor Relationship: It helps in creating engagement between Buyer and the
Company.
❖ Customer Retention: Pleasing content attracts customers and helps one in retaining them.
Types of Content: Let us see what each type of content gives:
a) News: They contain news about new product release, u pdates on products, etc. For
example, news of releasing new mobile handset onwebsite of NDTV gadgets.
b) Webpages: SEO webpages can hold the content in the best possible way and sell the
content.
c) Videos: They say, video is the second-best thing to pursue a viewer in person. Creating
crisp and compact videos can bring good market at doorstep. Promote your business
videos across mul tiple channels, and ensure that your videos are optimized for mobile
viewing, as an increasing nuber of users view them from their mobile devices.
d) Infographics: These are long, vertical graphics or columns that include graphs, charts,
statistics, and other information. infographics makes use of the fact that 90% in formation
transmitted to human brain is visual, which makes people perceive it faster than text.
e) Podcasts: They are digital files available in the form of episodes, which can be downloaded
on the PC. They can come in various formats such as audio, video, e-Pub, and pdf. I t allows

3
people to subscribe and it can prove as a powerful medium to communicate a range of ideas,
products, and information to audience. The businesses engaged in podcasting are - IBM,
Oracle, Yarn Craft, etc.
f) Blogs: Business blogs deliver excel lent content marketing. Blogs are required for a business
to survive i n the race of content marketing.
g) Case Studies: Case studies are detailed studies pertaining to a particular problem, action,
individual, organization, event, or action, existing at a specific place at a given time. They
encourage content marketing to build trust in the product and in turn business.
h) Photographs: A picture speaks a thousand words. Pleasant and relevant pictures ca n stand
as a good content for content marketing and boosts the business.
Mobile Marketing Foundations:
Mobile marketing involves reaching and engaging your target audience through mobile
devices such as smartphones and tablets. As more people rely on their mobile devices for
information, entertainment, and shopping, mobile marketing has become essential for businesses to
connect with their audience. Here are the Foundational Aspects of Mobile Marketing:
a) Mobile-Friendly Website: Ensure your website is mobile-responsive, meaning it adapts
seamlessly to different screen sizes and devices. A user-friendly mobile site is essential for a
positive user experience.
b) Mobile Apps: If relevant to your business, consider developing a mobile app that offers
unique value to users. Apps can provide personalized experiences, loyalty programs, and
convenient access to your products or services.
c) SMS Marketing: Utilize text messaging to send promotions, updates, and alerts directly to
your customers' mobile phones. Keep messages concise, relevant, and compliant with local
regulations.
d) Mobile Advertising: Invest in mobile-specific advertising strategies such as mobile
banners, interstitial ads, and in-app ads. Targeting options allow you to reach specific
demographics and locations.
e) Location-Based Marketing: Use geolocation technology to deliver location-specific
content, offers, or notifications to users when they are near your physical store or a relevant
location.
f) Push Notifications: If you have a mobile app, leverage push notifications to engage users
with updates, promotions, and reminders. Ensure notifications are timely and valuable to
users.

4
g) Mobile Search Optimization: Optimize your website and content for mobile search
engines. Mobile search differs from desktop search, so understanding mobile search intent
and behaviour is crucial.
h) Mobile-Optimized Content: Craft content that is easy to consume on mobile devices. Use
shorter paragraphs, bullet points, and multimedia elements to keep users engaged.
i) Social Media for Mobile: Tailor your social media content and campaigns for mobile users.
Most social media platforms are accessed primarily through mobile devices.
j) Mobile Payment Options: Offer mobile-friendly payment options, such as digital wallets
and mobile payment apps, to streamline the purchasing process for mobile users.
k) Mobile Analytics: Use mobile analytics tools to track user behavior, app usage, website
traffic, and conversion rates. Insights from analytics help refine your strategy.
l) Privacy and Permissions: Respect user privacy and obtain necessary permissions before
collecting their data or sending notifications. Ensure compliance with data protection
regulations.
m) Fast Loading Times: Mobile users expect fast-loading pages. Optimize images, reduce
unnecessary scripts, and prioritize speed to prevent user frustration.
n) Adaptability: Stay current with mobile technology trends and changes in user behaviour.
Adapt your strategies to accommodate evolving mobile preferences.
By understanding these foundational elements of mobile marketing and tailoring your
approach to suit your target audience's mobile habits, you can effectively connect with users on
their preferred devices and drive engagement and conversions.
Mobile Marketing offers several advantages and disadvantages that businesses need to
consider when incorporating it into their marketing strategies. Here's an overview of the pros and
cons of mobile marketing:
Advantages of Mobile Marketing:
a) Wider Reach: Mobile devices are ubiquitous, and people carry them everywhere. This
provides an opportunity to reach a larger and more diverse audience.
b) High Engagement: Mobile devices are highly personal, and users often engage with
content on their phones and tablets more frequently and for longer durations.
c) Immediate Communication: Mobile marketing enables real-time communication. You can
send instant alerts, updates, and promotions to your audience.
d) Location-Based Targeting: Mobile devices can be used to deliver location-specific content
and offers based on a user's geographic location.
e) Higher Open Rates: SMS messages and push notifications tend to have higher open rates
compared to emails, making them effective for time-sensitive offers.

5
f) Cost-Effective: Mobile marketing can be cost-effective, particularly in comparison to
traditional forms of advertising like TV or print media.
g) Convenience: Users can easily act on offers or information received through mobile
marketing without the need for a computer.
h) Enhanced Customer Experience: Well-executed mobile marketing strategies can
contribute to a positive customer experience, improving brand loyalty.
Disadvantages of Mobile Marketing:
a) Limited Screen Space: The small screen size of mobile devices can restrict the amount of
content and information that can be displayed effectively.
b) Technical Challenges: Compatibility issues, different screen sizes, and operating systems
can pose technical challenges when designing mobile-optimized content.
c) Privacy Concerns: Collecting user data for personalization can raise privacy concerns and
might lead to backlash if not handled properly.
d) Fragmented Audience: Mobile devices come in various models, brands, and operating
systems, making it challenging to ensure a consistent experience across all devices.
e) Limited Attention Span: Mobile users often have shorter attention spans, requiring concise
and compelling content to capture their interest.
f) Data Costs: Some users may be concerned about data consumption and may avoid data-
heavy content or ads.
g) Regulations: Mobile marketing practices are subject to regulations and laws related to data
privacy and spamming. Non-compliance can lead to legal issues.
Businesses should weigh these advantages and disadvantages to determine how mobile
marketing aligns with their goals, target audience, and resources. When executed strategically and
ethically, mobile marketing can be a powerful tool for connecting with users and driving business
growth.
Blogs: "Blogs" refers to individual articles or posts published on a website's blog section.
These articles typically cover a wide range of topics and are used for various purposes, such as
sharing information, expressing opinions, providing advice, and engaging with readers. Blogs are a
common form of content marketing and are widely used by individuals, businesses, organizations,
and publications to communicate with their audiences.
Blogs are a versatile tool that can be used for content marketing, thought leadership,
knowledge sharing, and building a community around your brand or interests. They allow you to
connect with your audience, establish credibility, and provide valuable information that resonates
with your readers.

6
"Blogs" and "Vlogs" are both popular forms of content creation and distribution, but they
differ in their formats, mediums, and how they engage with audiences. Here's a comparison of blogs
and vlogs:
Comparison Blogs Vlogs (Video Blogs)
Format
Blogs are written articles or posts
published on websites. They are
primarily text-based, although they
can include images, videos, and
other multimedia elements.
Vlogs are video-based content, often
featuring a person speaking directly to
the camera or showcasing activities,
events, tutorials, and more.
Medium
Blogs are typically published on
websites or blogging platforms.
They can be accessed via web
browsers on computers, tablets, and
smartphones.
Vlogs are typically published on video-
sharing platforms like YouTube or
Vimeo, accessible through video
players on various devices.
Engagement
Blogs engage readers through
written content. Readers consume
information by reading the text, and
they can interact by leaving
comments, sharing posts, and
participating in discussions.
Vlogs engage viewers through audio-
visual content. Viewers watch and
listen to the content, and they can
interact by leaving comments, liking
videos, and sharing them.
In many cases, the choice between blogs and vlogs depends on your target audience's
preferences, your content creation capabilities, and the nature of the content you want to share.
Some content creators even combine both formats to cater to different segments of their audience.
Here's more information about what blogs are:
Key Characteristics of Blogs:
a) Regularly Updated: Blogs are updated on a regular basis, whether it's daily, weekly,
monthly, or according to a set schedule. This keeps the content fresh and encourages readers
to return.
b) Informative or Opinionated: Blogs can provide informative content, offering insights, tips,
news, how-to guides, and more. They can also be opinion pieces where authors share their
thoughts and perspectives on various subjects.
c) Varied Topics: Blogs cover a wide range of topics, from technology and travel to health,
fashion, business, and beyond. They can be specialized (focusing on a niche) or general in
nature.
d) Engaging and Interactive: Successful blogs engage readers through compelling writing,
visual elements, and interactive features like comments, sharing buttons, and polls.
e) Personal Voice: Blogs often have a personal or conversational tone that helps readers
connect with the author on a more human level.
f) Structured Format: Blog posts typically have a clear structure with headings, subheadings,
paragraphs, and bullet points to enhance readability.

7
g) Multimedia Integration: Blogs often include images, videos, infographics, and other
multimedia elements to support and enhance the content.
h) Comment Section: Blogs usually have a comment section where readers can share their
thoughts, ask questions, and engage in discussions with the author and other readers.
Common Types of Blogs:
1) Personal Blogs: Individuals use personal blogs to share their experiences, thoughts, stories,
and interests.
2) Business Blogs: Companies use business blogs to showcase their expertise, provide industry
insights, and promote their products or services.
3) Niche Blogs: These blogs focus on a specific niche or topic, catering to a particular
audience with specialized interests.
4) News Blogs: News blogs cover current events, offering analysis, commentary, and updates
on various topics.
5) Lifestyle Blogs: These blogs cover various aspects of lifestyle, including travel, fashion,
beauty, health, and more.
6) Educational Blogs: Educational blogs aim to teach readers about a specific subject or skill,
often through tutorials, guides, and informative articles.
7) Guest Blogs: Guest bloggers contribute articles to other websites to share their expertise
and reach a new audience.
8) Review Blogs: Review blogs evaluate products, services, books, movies, and more, offering
insights and recommendations.
News Letter:
A newsletter is a regularly distributed publication that provides information, updates, and
content to a specific audience. Newsletters can be physical or digital, and they are commonly used
by businesses, organizations, and individuals to communicate with their subscribers or members.
Here's an overview of creating and utilizing newsletters effectively:
Elements / Benefits / Features of Newsletters:
a) Direct Communication: Newsletters allow you to communicate directly with your
audience, delivering updates, news, and valuable content right to their inbox.
b) Audience Engagement: Regular newsletters can keep your audience engaged and
informed, fostering a sense of community and loyalty.
c) Content Distribution: Newsletters provide a platform to distribute a variety of content,
such as articles, blog posts, videos, promotions, event announcements, and more.
d) Brand Awareness: Consistent newsletters help reinforce your brand identity and maintain a
presence in your audience's minds.

8
e) Lead Generation: Newsletters can help generate leads and potential customers by
showcasing your expertise and offering valuable resources.
Creating an Effective Newsletter for Content Marketing:
1. Define Your Audience: Understand who your target audience is and tailor your content to
their interests and needs.
2. Choose a Format: Decide on the format of your newsletter. It could be text-based, HTML-
designed, or a mix of both.
3. Content Variety: Include a mix of content types, such as articles, tips, industry news, case
studies, interviews, and user-generated content.
4. Compelling Subject Line: Craft a subject line that grabs attention and gives recipients a
reason to open the newsletter.
5. Clear Call to Action (CTA): Each newsletter should have a clear and relevant CTA,
whether it's to read an article, visit your website, or participate in a promotion.
6. Mobile Responsiveness: Ensure your newsletter is mobile-responsive, as many recipients
will be reading it on their smartphones.
Branding: Use consistent branding elements like colors, fonts, and logos to
reinforce your brand identity.
Frequency: Determine how often you'll send newsletters. The frequency should
align with the amount of quality content you can consistently provide.
Segmentation: If possible, segment your subscriber list based on interests or
demographics, and send targeted content to each segment.
Personalization: Address subscribers by name and consider personalizing
content based on their preferences or behavior.
Engaging Content: Create engaging headlines and content that provide value
and solve problems for your audience.
Visual Appeal: Use images, graphics, and white space to make the newsletter
visually appealing and easy to skim.
7. Feedback and Interaction: Encourage readers to provide feedback, respond to polls, or
submit questions. This fosters engagement.
8. Unsubscribe Option: Include a clear and easy-to-find option for subscribers to opt out if
they wish.
9. Legal Compliance: Ensure compliance with email marketing regulations, such as including
your business address and an option for recipients to unsubscribe.

WEB DESIGN | B. Com
1
Dr. Repalle Giddaiah M. Com, PhD. Assistant Professor in Commerce – Loyola Academy.
UNIT - IV
WEB DESIGN
Introduction and Meaning of Web Design:
Web designing is the process of planning, conceptualizing, and implementing the plan
for designing a website in a way that is functional and offers a good user experience. User
experience is central to the web designing process. Websites have an array of elements
presented in ways that make them easy to navigate. Web designing essentially involves
working on every attribute of the website that people interact with, so that the website is
simple and efficient, allows users to quickly find the information they need, and looks
visually pleasing. All these factors, when combined, decide how well the website is designed.
Web Design can be defined as the art of designing and developing websites to be
displayed on Search Engines. User experience is a vital part of any website rather than the
software development for the website. A website with a very appealing user experience will
get large traffic and can get many potential customers. A person's creative and analytical
minds are both used in web design, which is a combination of science and art. Through web
designing, concepts are translated into visuals to deliver the idea and details regarding the
product or service. Some elements required for web designing are as follows:
1. Visual Design: A website’s vital part is to create visual elements for the site that
delivers the idea and concepts of the niche. Hence, creativity and good knowledge of
design are required.
2. User Experience: User experience design, or UX design, affects how users visit the
website. The goal of a designer is to produce a layout that is user-friendly and
aesthetically pleasing.
3. Knowledge of designing software: Design software like Adobe Creative Cloud,
CorelDraw Graphics Suite, or Inkscape expertise is required of website designers.
These tools are prominently used to build mock-ups, modify photos, and create visual
elements, all of which are necessary for web design. Also, a designer can create a
website from scratch or download a template and edit it.
4. Knowledge of coding: Coding knowledge is not necessary for website designing but
it will be helpful to know at least the basics of coding.
Steps to Follow While Exploring and Learning Web Designing:

WEB DESIGN | B. Com
2
1. Understand the key concepts of visual Design: It involves some key concepts
including line, shape, texture, color, and grid. For a good structure, a proper layout
for letters, borders and divisions should be followed which can be achieved
through lines. Basic shapes like Triangles, squares, and circles are used for visual
design. Circles represent buttons, squares and rectangles represent content blocks,
and triangles are frequently employed as icons to convey a key message or call to
action. The texture is a representation of the real world and is hence used widely in
web Designing. We can tell if something is rough or smooth by its texture.
Understanding the color wheel, complementary and contrasting colors, and the
feelings that various colors elicit will help you become a better web designer.
Grids organize photos, words, and other web design elements. As a result, learning
how to structure your web design using grids is essential.
2. Know the basics of HTML: HTML tags are the instructions that a browser
follows to create a webpage. These tags are used to place headings, paragraphs,
links, and pictures in the appropriate structure. It is critical to understand how
header tags such as H1, H2, and H3 are utilized for content hierarchy.
Additionally, header tags influence how web crawlers classify a design and how it
appears in organic search rankings.
3. Understand CSS: CSS (or cascading style sheets) adds styling and other
instructions to how an HTML element will appear. Skills like applying typefaces,
and adding padding, orientation, colors, and grids can be enhanced through CSS.
4. Learn the foundation of UX: Those who wish to learn web programming
frequently mess up UI and UX. UX (user experience) is the art style that puts a
website to life, transforming it from a static collection of pieces into something
that engages the emotions of those who scroll through it.
5. Familiarize yourself with UI: Another major topic you'll study as you master
website design is UI (user interface) design. A user interface is a key aspect that
gives life to software.
6. Understand the basics of creating layouts: Our eyes instantly recognize certain
design patterns, allowing us to navigate a web design with ease. Learning design
patterns will help you create websites with appealing and efficient UX.
7. Learn about typography: Fonts can convey different tones or feelings whilst
influencing readability. Knowing how to use typography is vital when learning
web design.

WEB DESIGN | B. Com
3
8. Put your knowledge into action and build something: You can watch tutorials,
read blog posts, enroll in online courses, and learn everything available on the
market about web design. However, implementing the activities learnt is necessary
to become a professional web Designer.
9. Get a mentor: Finding out the right mentor is essential. They help you find out
your weak points and enhance your skills in web designing. Having a
professional web Designer as a mentor will help you stay ahead of the wave.
Conversion Rate Optimization (CRO):
CRO stands for “Conversion Rate Optimization” which is a technique used by digital
marketers to improve the sales conversions of a website or an application’s visitors or
customers. This optimization technique is to target the factors of the growth of a business
such as traffic, sales, revenues, etc.
Standard CRO Techniques:
1. Google Tool – Google Ads conversion tracking tool can be used to measure no. of
people visiting, buying and signing up on the landing page. Google Analytics tool
is the best when it comes to optimisation, it gives access to more data and more
features.
2. A/B Split Testing – The A/B Testing or Split testing also called as the process of
comparing two websites or content opposite each other to understand which
performs better. It helps with decision making on what suits best for the need. It
could be your current two sides or different sites altogether. We use A/B testing for
content and messaging. It is generally the best practice for your website.
3. CO-Audit – A conversion Optimisation Audit attains to understand what went
wrong and what can be done better. It helps in understanding the ‘what and why’
part of the task? Conversion Audit needs a in-depth understanding how
visitors/audience navigate the site and experience the site.
Importance of CRO in Digital Marketing:
The more your company spends funds on traffic gathering via any PPC campaign, or
SEO implementation, the conversion rate will get the higher ROI, which stands for ‘return on
investment’. CRO has further been proven important for below points-
➢ It is cost-effective.
➢ Makes it easier to analyse data like website navigation behaviour and user session
recordings.
➢ Provides greater customer retention.
➢ Existing data could be capitalized without any traffic-generating methods.

WEB DESIGN | B. Com
4
➢ The pages of websites that are visited more can be tallied.
Setting Marketing Goals of CRO:
To set up a plan for the CRO marketing goals, a proper meeting is important. The
critical metrics known as KPIs (Key Performance Indicator) need to be talked about to define
your business goals. After these are confirmed, a framework is started to run optimization
tests. The Steps to create this framework are:
A. Research: Utilizing the tools available in Google are useful.The tools like heatmap,
surveys, session recordings, and more shall be used to collect the behavioral insights
of site visitors.
B. Top key metrics identification: Business conversion goals are determined by
identifying the top key metrics like online purchase, page visits, free trial sign-up, etc.
C. Experimentation: A testing system is utilized with analytics like VWO for
measuring KPIs against the desired goal and current baseline.
D. Analysing test results: The uplifts in conversion rates are noted in test results. It is
imperative to run how many tests possible until the rates are at 95%.
Role of CRO Techniques:
1) Create lead flow: It is generally a slide-in-box or pop-up that appears when a visitor
reaches a page on your website. This offers some value in the form of discounts or
special registrations. The sign-ups on your website increases due to this.
2) Conversion path optimization: Visitors either come via a paid advertisement or by
direct search. Either way they tend to like getting down to an easy purchase. When
they do, they become a marketing-qualified lead (MQL). The conversion rate is
increased by this as it proves a successful path optimization.
3) Optimizing the content: A digital marketing firm adds CTAs via CRO technique to
pertain your business with high-performing content on your website. This happens
with remarkable SEO-driven blog posts and advertisements.
4) Retargeting visitors: Web push notifications and paid ads come to use to retain the
visitors who have previously visited and some of whom have made a purchase as
well. Well engaging graphics having videos and images helps with the same.
Compelling offers could be shown with attention-grabbing graphics.
5) Rule of congruence: It tells a story of uniformity and alignment of your brand voice
channeling in an intuitive way. The pages of your website and images used should not
create any confusion in a visitor’s mind. This makes sure that a potential customer
makes a purchase without any doubt.

WEB DESIGN | B. Com
5
In addition to this, CRO is also used for online surveys, customer feedback, and copy
optimization. Using CRO in your digital marketing strategies will boost your business. It has
many positive influences over your website and your customers can be happy about coming
to your site multiple times without any issue. CRO in digital marketing is what you need for a
profitable business.
Target Audience:
A target audience is the pool of potential customers in your business. It is a group of
people who are most likely to be interested in purchasing your product or service. People in
an identified target audience share certain similar demographics, such as gender, location,
age, socioeconomic status, and education, to name a few.
Understanding the Target Audience Analysis involves the research of a range of
demographics and psychographics. All information obtained is then analyzed to provide
useful data that will help to inform consumer insights and, most importantly, customer pain
points and buyer personas. A few questions that a target audience analysis will help you to
answer are:
1. Who are your customers and what markets can you capitalize on?
2. Who are your competitors?
3. How can you reach potential customers?
4. Are you reaching the right group of people with the right messages?
5. What products or services do they want?
6. How can you personalize the user experience?
7. How do the customers benefit from your products/services?
8. What is your customer’s price point?
9. What are the groups affected by your business or service?
Benefits of a Target Audience Analysis:
• By identifying and targeting audiences that are uniquely interested in your products
and services, you can convert interested parties to customers faster
• Ability to put together cost-effective marketing strategies that save valuable
resources, time, money and effort.
• Ability to create personalized content that is effective and result-driven.
• Identify the requirements of customers and meet them to increase customer
satisfaction.
• Increase the number of customers by increasing the conversion rates.
• Strengthen your market position to increase market share and establish your brand in
the market.

WEB DESIGN | B. Com
6
There are three main types of Audience Analysis.
1. Demographics:
o Demographic data includes, but is not limited to, age, gender, income,
employment status, location, and education.
2. Psychographics:
o Psychographics is a qualitative method that focuses on consumers’
psychological traits, such as values, opinions, attitudes, interests, goals, and
lifestyle. Identifying these traits will lead you to understand the potential pain
points of your customer segment. However, psychographic data is subjective
when compared to demographic data that relies on hard statistics. The main
areas to focus on would include interests, hobbies, and opinions.
3. Situational:
o Situational analysis helps to make a realistic assessment of your business by
defining potential customers, evaluating projected growth and assessing
competitors.
There are many ways to identify your target audience. It is always best to use several
methods to pin down your target audience to be comprehensive.
1. Surveys: Surveys involve a series of questions asked from a group of respondents.
You can ask your selected audience their interests and preferences through a survey.
However, before you start, make sure to define your goal, audience to be surveyed,
tools and relevant questions. You can use platforms such as Creately’s Likert Scale
Template, Google Forms and Survey Monkey.
2. Google Analytics: It is no secret that Google is the most popular search engine.
Google Analytics collects information from websites and store records. Information
collected includes time spent on each site, number of visits, and other important
consumer behaviors. This gathered information provides insight into your existing
customer base and those visiting new.
3. Facebook and Instagram (social media sites): Social media sites are all about
creating content and reaching targeted audiences. Users of Facebook and Instagram
rely on Insights to inform their content direction. You can track metrics such as likes,
follows, shares and profile visits to study what content gets the most engagement.
4. Competitor Websites: Observe and analyze your competitors’ websites and social
media presence.
5. Online Forums, Groups and Blogs: Join in a few online groups and forums such as
Reddit and Quora to explore and join in relevant discussions. All these forums cover a

Fundamentals of Digital Marketing and Web Design.pdf

Fundamentals of Digital Marketing and Web Design.pdf

Recommended

Recommended

More Related Content

Similar to Fundamentals of Digital Marketing and Web Design.pdf

Similar to Fundamentals of Digital Marketing and Web Design.pdf (20)

Recently uploaded

Recently uploaded (20)

Fundamentals of Digital Marketing and Web Design.pdf