Digital Marketing (Practical) - B.
Com 2nd Year, 4th Semester
Unit I: Introduction to Digital Marketing
Digital marketing refers to the use of digital channels, platforms, and technologies to promote or market
products and services to consumers and businesses. It encompasses a wide array of tools and strategies
including content marketing, SEO, social media, email marketing, and more.
- **Digital vs. Real Marketing**: Digital marketing is conducted online and uses data analytics, whereas real
or traditional marketing uses offline channels like newspapers, TV, and radio.
- **Digital Marketing Channels**: These include search engines, websites, social media, email, and mobile
apps.
- **Creating Initial Digital Marketing Plan**:
1. Define goals and objectives.
2. Conduct market research.
3. Identify the target audience.
4. Choose marketing channels.
5. Set budget and KPIs.
- **Content Management**: Involves planning, creating, distributing, and managing content (blogs, videos,
etc.) to attract and retain audiences.
- **SWOT Analysis**: Identifies strengths, weaknesses, opportunities, and threats related to business
marketing.
- **Target Group Analysis**: Evaluating demographics, interests, and behaviors of target customers.
Unit II: Website Design and SEO Optimization
Website design involves the planning and creation of websites including layout, color scheme, and content
production. Optimization ensures user-friendliness and responsiveness.
- **Web Design Basics**: Focuses on usability, layout, mobile responsiveness, and navigation.
- **MS Expression Web**: A tool to create and edit websites with HTML, CSS, JavaScript.
- **Creating Websites**: Using templates or CMS like WordPress to build functional websites.
- **SEO Optimization**:
- On-page SEO: Using keywords, meta tags, and good content structure.
- Off-page SEO: Link-building, social sharing.
- Technical SEO: Improving backend structure, site speed.
- **SEO Content Writing**: Crafting content that ranks high in search engines by using relevant keywords,
headings, and proper structure.
- **Google AdWords**:
- Creating Accounts: Setting up business profile, payment info.
- Types: Search Ads, Display Ads, Video Ads, Shopping Ads.
Unit III: CRM and Social Media Marketing
CRM (Customer Relationship Management) involves managing a companys interactions with current and
potential customers using data analysis.
- **CRM Platforms and Models**: Includes tools like Salesforce, Zoho, HubSpot. Models include operational,
analytical, and collaborative CRM.
- **CRM Strategy**: Developing strategies to improve customer satisfaction and retention.
- **Web Analytics**:
- Levels: Page views, bounce rate, session duration, conversion rate.
- Tools: Google Analytics, Hotjar.
- **Social Media Marketing (SMM)**:
- Platforms: Facebook, Instagram, LinkedIn, Twitter.
- Strategies: Content calendar, brand messaging, audience interaction.
- **Facebook Ads**: Creating ad campaigns, choosing objectives, setting target audience.
- **Instagram Optimization**: Profile bio, hashtags, reels, stories.
- **Integration with Website**: Using plugins, feeds, and linking to blogs or products.
Unit IV: YouTube, E-Mail Marketing, and Budgeting
YouTube and Email Marketing are powerful tools for reaching and nurturing customers.
- **YouTube Marketing**:
- Creating Business Accounts.
- Advertising: Types include skippable ads, non-skippable ads, bumper ads.
- YouTube Analytics: Measure views, engagement, traffic source.
- **E-mail Marketing**:
- Tools: Mailchimp, ConvertKit.
- Strategy: Segmenting audience, automation, crafting subject lines.
- Campaign Analysis: Open rates, CTR, unsubscribe rates.
- **Digital Marketing Budgeting**:
- Resource Planning: Team, tools, platforms.
- Cost Estimation: Paid ads, content creation.
- Budget Control: Tracking spend, optimizing ROIs.
