Shalaka Foundation’s

KEYSTONE SCHOOL OF ENGINEERING

DEPARTMENT OF ARTIFICIAL INTELLIGENCE AND DATA SCIENCE

Digital Marketing (OEL-

220C AID)
(Second Year)
Teaching Scheme :
Examination Scheme:
Theory : 02 Hours/Week
CCE : 15 Marks
End-Semester: 35
Marks
Presented By:
Prof. Shital S.
Patil
Assistant
 Unit 1
Introduction to Digital Marketing (7 Hrs)
Fundamentals of Digital marketing & Its Significance:

Digital marketing is marketing your product, whether a good or service, through digital means. It
involves marketing through online mediums and can be understood as the opposite of traditional
marketing.
• Content Marketing
• Search Engine Optimization (SEO)
• Website Management & Optimization
• Paid Advertising & Search Engine Marketing(SEM)
• Social Media Marketing
• Mobile Marketing
• Email Marketing
7 Cs of Digital Marketing:
Difference between Traditional
Marketing and Digital Marketing
S.N
Traditional Marketing Digital Marketing
o.

Traditional marketing is a marketing

Digital marketing is a modern marketing
strategy that uses conventional channels
strategy that uses digital channels like search
1. of advertisement, such as TV, radio,
engines, social media platforms, etc. to
newspapers, magazines, etc. to promote
promote products and services of a business.
products and services of a business.

Digital marketing is very cost-effective method

2. Traditional marketing is more expensive.
of promoting a product.

Traditional marketing provides one-way Digital marketing provides two-way

3. communication between advertiser and communication between advertiser and
audience. audience.
Evolution of digital marketing:

● 1990: Digital Marketing term was first used. That year, Archie, the first search engine,
was launched.
● 1993: The first clickable web ad banner was introduced this year.
● 1994: Yahoo was launched as the first e-commerce transaction over the Net Market.
● 1996: This year, small search engines were introduced, i.e., Hotbot, Looksmart, and Alexa.
● 1997: Launch of the first social media website, SixDegree.com.
● 1998: This year was the changing year of the birth of Google. Microsoft launched MSN, and
Yahoo! Introduced Yahoo! Web search.
● 2000: The Internet bubble burst this year; SixDegree.com shut down, and smaller search
engines were wiped out.
● 2001: This year’s first mobile marketing campaign, Universal Music, was introduced.
● 2002: The birth year of LinkedIn.
● 2003: This year, WordPress was introduced and launched Myspace
● 2005: YouTube was introduced in this year.
● 2006: Microsoft launched MS Live Search; this year, Twitter was launched, and Amazon’s e-
commerce sales crossed $10 billion.
● 2007: Launch of Tumblr, Web streaming service Hulu, and iPhone.
● 2010: WhatsApp was introduced to make communication easier.
● 2013: Yahoo acquired Tumblr this year.
● 2015: In this era, Snapchat was launched, and predictive analytics also rose.
● 2016: Yahoo discontinued a few of its services.
● 2017: TikTok was launched.
Digital Marketing Landscape:
1. Content Marketing:
Every medium, including website, email marketing, social media marketing, display
marketing, etc., needs effective and trendy content to draw the attention of the target
customers. Content plays a significant role in attracting buyers and influencing their
buying decision.

2. Social Media Marketing:

Platforms such as Facebook, Instagram, Twitter, and LinkedIn offer unique ways to engage
with target audiences, build brand awareness, and drive conversions.

3. Search Engine Optimization (SEO):

By optimizing website content and following best practices, businesses can improve their
search engine rankings and attract more organic traffic.
Digital Marketing Landscape:
4. Websites:

A website is often the cornerstone of a company's online presence, serving as a virtual

storefront, information hub, and a primary point of interaction with customers.

5. PPC Campaign:

A PPC campaign is a form of paid marketing where business owners allot funds to advertise
on several online platforms. Internet marketers place the ad at the proper time and
platform based on the nature of the business and the target buyers.

6. Email Marketing:

A cost-effective way to reach customers directly in their inbox, email marketing allows
businesses to send newsletters, promotions, and personalized messages.

7. Mobile Marketing:

With the majority of people accessing the internet via mobile devices, creating mobile-
responsive websites, apps, and advertising campaigns is essential for reaching audiences
on the go.
Key Drivers:
1. Evoke Emotion:
Customer conversion relies heavily on the ability to capture an audience’s attention and keep
them positively engaged with your brand throughout the buying cycle. Digital strategies
should reflect this aspect by nurturing an emotional preference for your product or service by
intrinsically understanding your customer’s needs and engaging them with highly tailored
content.

2. Pick Your Platforms:

Digital marketing encompasses a vast array of electronic media you can utilize to promote
your business, but the platforms you choose and the design of your content can have a big
impact on the success of your marketing efforts.

3. Analyze and Adjust:

Monitoring results is just as important as developing the initial content strategy. If you take
the wrong route to work each day and don’t eventually stop to determine if there is a better
course, then you’ll never make it to your destination.
The digital users in india :
India has a massive and rapidly growing digital user base, making it a key
market for digital marketing. With over 900 million internet users and a
significant portion of the population actively using social media, businesses
are increasingly leveraging digital channels to reach their target audiences.
This growth is driven by factors like increased internet penetration, online
shopping trends, and government initiatives promoting digitization.

1. Large and Growing Internet User Base

2. High Social Media Usage
3. Increased Online Shopping
4. Government Initiatives
5. Digital Marketing Trends
6. Opportunities and Growth
Digital marketing Strategy:
Consumer Decision journey:
This framework evaluates how consumers make purchasing decisions
and ways marketers can influence these decisions. Marketers can use
this model to evaluate their key touch points, or interactions with
customers.

Importance of the Consumer Decision Journey:

1. Understanding consumer behavior

2. Strategic marketing planning
3. Customer Engagement and Relationship Building
4. Adaptability and flexibility
5. Competitive advantage
Consumer Decision
journey:
Digital advertising Market in India:
1. The India digital advertising market generated a revenue of
USD(United States Dollar)13,632.3 million in 2024 and is expected
to reach USD 32,328.8 million by 2030.
2. The India market is expected to grow at a CAGR (Compound annual
growth rate) of 15.3% from 2025 to 2030.
3. In terms of segment, smartphone was the largest revenue
generating component in 2024.
4. Smartphone is the most lucrative component segment registering
the fastest growth during the forecast period.
Digital advertising Market in India:
Skills in Digital Marketing:
1. Analytical and critical thinking

2. SEO

3. Content Marketing Specialist

4. Design Fundamentals

5. Copywriting

6. Creativity

7. Research

8. Listening

9. Technical marketing skills

Skills in Digital Marketing:
1. Analytical and critical thinking:

In today’s data-driven world, businesses have access to vast amounts of data, but
this information is useless without proper analysis. Mastering analytics is one of the
in-demand digital marketing skills

2. SEO:

SEO, or search engine optimisation, remains an evergreen skill within the world of
digital marketing skills. Ranking a website at the top of search results significantly
boosts traffic and credibility, making it one of the highest paid digital marketing skills.

3. Content Marketing Specialist:

A content marketing specialist optimises content to be top-quality, driving traffic

organically, unlike paid advertisements. High-quality blogs, social media posts, and
videos are key to engaging an increasingly informed audience.
Skills in Digital Marketing:
4. Design Fundamentals:

Understanding basic design concepts is one of the most in-demand digital

marketing skills. It always helps to know the basics of design.

5. Copywriting:

Copywriting is far more complex, often perceived as simply writing a few words.
It requires the ability to convey a brand’s identity, objective, and unique selling
proposition (USP) succinctly.

6. Creativity :

Marketing involves working with ideas and improving them in order to reach
new and existing customers so all marketing roles require creativity to some
extent.
Skills in Digital Marketing:
7. Research:

Knowing how to conduct both qualitative and quantitative research can help
you find data that may help inform your team’s specific efforts.

8. Listening:

In addition to the research that you conduct about customers, it’s equally
important to listen to the feedback they offer: What pain points do your
customers experience? What do they most enjoy about your latest products?

9. Technical marketing skills:

Marketing also requires a robust technical skill set. It can be advantageous to

have a well-rounded understanding of the programmes and tools used by
colleagues in other roles.
Digital marketing Plan:
Benefits Of A Plan For Digital Marketing-

1. Identify a target market and competitors

2. Establish specific strategies for reaching customers
3. Determine channels to use for promotion
4. Help team members stay on schedule
5. Evaluate the performance of your campaign
6. Use financial resources efficiently
7. Document successes and areas of improvement
Steps to Creating a Digital Marketing Plan:

Step 1: SWOT Analysis:

The first step in planning your online marketing strategy is to carry out an internal and
external analysis (SWOT analysis) of the company. This useful framework helps you identify
the strengths, weaknesses, opportunities, and threats for your company and the market.

Step 2: Set Goals & Objectives:

The Second step to creating your digital marketing plan is understanding what goals and
objectives are essential to succeed.

“Companies often have multiple objectives, and you’ll need to prioritize and balance these
goals,”

Step 3: Research Your Competition:

By understanding your competition, you can develop a marketing strategy that will help you
stand out from the crowd and attract new customers.
Steps to Creating a Digital Marketing Plan:

Step 4: Create A Plan Of Action:

This will outline the specific steps you need to take to reach your goals. It should include
things like the tactics you plan to use, the channels you’ll focus on, and the budget you have
to work with.

Step 5: Identify Your Target Audience:

To determine your target audience, collect data related to:

● Demographics
● Customer behavior
● Consumer motivations

Step 6: Develop A Strategy That Fits Your Goals And Target Audience:

This involves creating a plan of action that includes your marketing budget, the channels
you’ll use, the marketing tactics you’ll employ, and the timeframe for executing it.
Steps to Creating a Digital Marketing Plan:

Step 7: Choose The Right Marketing Channels:

There are many different channels you can use, including online and offline channels, so it’s
important to choose the ones that will work best for your business and target market.

Step 8: Create Effective Marketing Materials:

This includes everything from your website and blog content to your email marketing
materials and digital ads. It’s important to create materials that are interesting, engaging,
and relevant to your target market.

Step 9: Measure Your Results:

This will help you determine whether or not your marketing roadmap is working and make
necessary adjustments along the way.

Step 10: Evaluate And Adjust As Needed:

Make sure you track your progress and see how well your tactics are working. If something
isn’t working, make changes to your plan and try something new.