Fundamentals of Digital Marketing

Fundamentals of Digital Marketing
(THEORY, PRACTICE, ASSIGNMENTS & More)

By Dr. Raj Padhiyar
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PREFACE
“Digital Marketing is the future of new careers and business ventures depending on technology and only a right push can lead to the perfect ladder of success. And nothing
less than practical assignments, tools & presentation can teach a learner what Digital Marketing is!”
By Dr. Raj Padhiyar, the trailblazer of Asia’s Best Digital Marketing Institute
Digital Marketing has become the inherent quality of marketing fields today. Everything is going digital and so is the marketing field which was once
upon a time, a complex process of selling and forming techniques to raise sale growth of any product being manufactured. The techniques of
marketing, though existed from a long time, began to grow exactly from 1940s when the well-known business expert ‘Neil Borden’ gave to the world
the theory of ‘Marketing Mix.’ By Marketing Mix, he gave 4 basic postulates encompassing the PPPP model which stands for Product, Pricing, Place of
selling and Promotions required. This theory covered every aspect of marketing and for ages, companies followed this system until the era of internet
hit the markets by a storm during the late 1990s. Countries, especially the western countries adopted to internet and globalization faster than the others
and the spread of internet across the globe took place very rapidly.
Like other subjects, Digital Marketing too have its own sources of development. Internet is the main source of Digital Marketing without which the
same cannot exist. The other sources are traditional means of marketing which definitely cannot be taken away from Digital Marketing as they are the
main centres from where other attributes grow. Digital Marketing is as complex as general marketing and can be even more when looked into the
complexities it surrounds. A whole lot of computer and technological aspects needs to be mixed perfectly to get to the desired results and thus,
efficiency is more important. Efficiency of “applying & analyzing” all the aspects is where companies fail and needs assistance. The best example is the
innumerous number of advertisements which are on a daily basis displayed on social media sites or television and yet the ones to grab the mind of the
people are very few. Advertising comes under promotion and is very important as it helps to capture people’s mind and pursues them to buy any
product. Even if we talk about stationary advertisements like banners or posters, it needs to be a great combination of visuals and powerful content to
capture the minds of people. For instance, if store A and store B sells apparels, A has displayed on its site only the list of the models available and B has
displayed model with details attached to each pattern, then it is sure to attract more crowd. In case, if there are pictures too, then it is certainly a bonus
point as images are scientifically better stored in the brain and tends to make the customer go for the one chosen. This is how many e-commerce sites
have picked up on their business in the present times. Many such day to day circumstances can be linked as knowingly or unknowingly Digital
Marketing has become a part and parcel of life.
The journey of Digital Gurukul on the path of Digital Marketing has been a tremendous one with each day becoming memorable in its own kind. Being
from Mumbai, Maharashtra, a state more popular for business and commerce, staying away from the lines was difficult. The first step towards achieving
this milestone was the pursuance of Digital Marketing course from Ireland, which at that time in India was relatively a newer concept. Every new
concept is bound to grow with time and that too, a subject closely related with two of the most important aspects namely internet and marketing could
not be kept aside for long. A realization that gave a boost to start Digital Gurukul was the fact that in India, Digital Marketing was not given much
importance as other subjects like MBA, LLB etc. Parents are more willing to send their children to traditionally popular programs and one reason of the
same is the lack of schools or institutions teaching the subject specifically. With an ambition to provide a platform to all interested students and build
upon a trust of empowering people on the subject of Digital Marketing – I opened Digital Gurukul in 2014 in Indore. Not restricting the training to
only Central India, the main vision is to spread the teachings to Pan India and spread knowledge regarding the changing aspects of marketing in the
digital era. & now till November 2019 – It has trained over 7850+ students, working professionals, and entrepreneurs across Asia with 15+ National &
International awards winner & 250+ News Media mentions across world.
There are wide concepts of digital marketing which have been covered in the book. The major concepts include SEO, Social Media Marketing, Google
Adwords, Analytics, Chatbot, Email Marketing, Tools of Digital Marketing, Background of Digital Markets, Successful case studies of Brands/Startups
for each topic, Assignments at the end of the topic. Though the book is written mainly for students pursuing marketing courses, commoners interested
in the concepts are happily welcome to read through the concepts, which will definitely give in-depth & practical understanding on the growing
boundaries of Digital Marketing and the tools used by companies to increase sales. For the same, practical examples and cases have been given
throughout which the reader can have a better connection with the day to day activities and get a better idea of how the sector works. Starting from the
website of Digital Gurukul itself, digitalgurkul.in one can find numerous examples of Digital Marketing tools starting from a Chatbot which appears as
a pop up automatically on the right hand side of page asking questions with inbuilt answers (options) to choose from, video contents which are
informational for viewers to see, reading contents throughout the site, social media icons, which on a click would take to the destined location to get
more information, Advertising section on the right side top option of ‘Partner’ and finding ‘Digital Gurukul’ on the top of the Google search when
typing certain keywords etc. as part of SEO are some of the live examples which certainly gives a better idea of the tools. Such examples are found
throughout the book to give a clear picture of concepts. In this way, both theoretical and practical aspect of the subject is covered.
This Book is also a milestone in this way, a very first from Digital Gurukul to empower learners and make them more aware about Digital Marketing
concepts practically. Every new subject takes time to get the limelight and Digital Marketing concepts are under the limelight starting from a few years
back and the right guidance and a thorough understanding of the subject is all that is required to get a perfect business and career running.
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Contents
PREFACE .................................................................................................................................................... ii
CHAPTER 1: INTRODUCTION TO DIGITAL MARKETING ............................................................................... 1
1.1. What is marketing?....................................................................................................................... 1
1.2. What is Digital Marketing? ........................................................................................................... 2
1.3. The Challenges of Digital Marketing: ........................................................................................... 7
1.4. Brief Historical Facts of Digital Marketing ................................................................................... 8
1.4.1. The Birth ................................................................................................................................ 9
1.4.2. Stage of Maturing ................................................................................................................. 9
1.4.3. Rise of Social Networking ...................................................................................................10
1.4.4. Cookies – Another Tool in Line ...........................................................................................10
1.4.5. The Present Scenario ..........................................................................................................10
1.5. Role of Globalization in Digital Marketing .................................................................................11
1.5.1. Digital Marketing and Globalization ..................................................................................11
1.5.2. Importance of Globalization for Marketing .......................................................................11
1.5.3. Digital Globalization ...........................................................................................................12
1.5.4. Effects of Globalization on Digital Markets – ....................................................................12
The unique case of Chevrolet Cars and Buick Dealership .....................................................................13
Assessment Questions – .........................................................................................................................14
Chapter 2: The Various Arenas of Digital Marketing .................................................................................15
2.1. Internet marketing with reference to digital branding and marketing mix ..................................15
2.2. Understanding Marketing Processes ..............................................................................................15
Story of JIO: The Famous Brand of Reliance Group...............................................................................16
2.3. SEO and Email marketing within internet marketing.....................................................................17
2.3.1. How Search Engine Works? ......................................................................................................18
2.3.2. What is On-Page and Off – Page SEO? .....................................................................................18
2.3.3. Monitoring SEO Processes........................................................................................................18
2.4.4. Preparing SEO Process ..............................................................................................................18
Case study - Maldives Traveler: A Perfect Example ..............................................................................19
Final Takeaways ......................................................................................................................................21
2.4. Email Marketing...............................................................................................................................21
2.4.1. Email Marketing And Your Business ........................................................................................21
2.5. Inbound marketing ..........................................................................................................................23
2.5.1. Essential of an Effective Inbound Strategy ..............................................................................23
Inbound Marketing v/s Outbound Marketing ...................................................................................24
2.6. Content Marketing ..........................................................................................................................24
2.6.1. What is Content Marketing? ....................................................................................................24
2.6.2. Importance of Content Marketing ...........................................................................................25
2.6.3. Content Marketing Strategy Building Process .........................................................................25
2.6.4. Perks attached to Content Marketing .....................................................................................26
2.6.5. How to Market Your Content ...................................................................................................26
AMUL – A CONTENTS CHAMPION ..........................................................................................................26
2.7. Social Media Marketing...................................................................................................................26
2.7.1. Benefits of social media marketing .........................................................................................27
2.8. Online Guerilla Marketing ...............................................................................................................28
2.9. Mobile Marketing ............................................................................................................................31
2.9.1. PROS OF MOBILE MARKETING: ................................................................................................31
2.9.2. CONS OF MOBILE MARKETING: ...............................................................................................32
Colgate: Spread A Million Smiles Case Study ........................................................................................33
ASSESSMENT QUESTIONS – ....................................................................................................................34
Chapter 3: Why Digital Marketing?............................................................................................................35
3.1. Digital Marketing vs. Traditional Marketing ..................................................................................35
Coco-Cola Case ........................................................................................................................................37
3.2. Detecting Consumer Behavior Digitally ..........................................................................................38
3.2.1. Consumer Behavior (Traditional View)....................................................................................38
3.2.2. Consumer Behavior (Modern View) ........................................................................................38
3.3. Digital Marketing as a means of stimulating business ...................................................................41
3.4. Online Advertisement – An Overview ............................................................................................45
3.5. Digital Display Advertising ..............................................................................................................48
Some Concluding Facts ...........................................................................................................................52
TIME FOR QUESTIONS ............................................................................................................................56
Chapter 4: The Revolution of Social Media Marketing .............................................................................57
4.1. Introduction to Social Media...........................................................................................................57
4.1.1. Social Media Marketing Overview ...........................................................................................57
4.1.2. The Asian Paints case ...............................................................................................................58
4.2. Understanding Connections of Social Media..................................................................................59
4.3. Understanding Linking of all Social Media & Re-Marketing ..........................................................59
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4.4. Effectiveness of Social Media Marketing ........................................................................................60
Digital Story Telling for Elections ...........................................................................................................69
4.5. Case Studies to Understand how social media changes the world?..............................................69
4.6. Technology and its impact on business .....................................................................................71
4.7. Future of Social Media Marketing..............................................................................................73
Summing Up ............................................................................................................................................75
Chapter 5: Application of Different Digital Marketing Tools in Different Spheres ..................................77
5.1. Artificial Intelligence or AI ...............................................................................................................77
5.1.1. Role of AI in Advertising: ..........................................................................................................77
5.1.2. Highly personalized user content: ...........................................................................................78
5.1.3. AI Powered Chatbots: ...............................................................................................................78
5.1.4. Web Designing: .........................................................................................................................78
5.1.5. Email Marketing Campaigns: ..............................................................................................78
5.1.6. E-COMMERCE: .....................................................................................................................78
5.2. Special Reference to Chatbots ...................................................................................................79
5.2.1. A Panoramic view of Chatbots .................................................................................................80
5.2.2. Types of Chatbots ....................................................................................................................81
5.2.3. The Potential Possibilities ........................................................................................................84
5.3. Magnetic Headlines ....................................................................................................................84
5.3.1. Impact of Magnetic Headlines .................................................................................................85
5.3.2. Uses of Magnetic Headlines .....................................................................................................86
5.4. Google Ad words and a brief overview ......................................................................................87
5.4.1. How does the Ad Words Auction works? ................................................................................87
5.4.2. How does Google determine which Ad is shown where? .......................................................88
5.4.3. How does Google determine what you pay? ..........................................................................88
5.4.4. GOOGLE AD CAMPAIGN ...........................................................................................................88
5.4.5. Some Practical Steps of Forming Google Ad Words ..........................................................91
Chapter 6: An Outlook on the current Digital World ................................................................................94
6.1. Photography ....................................................................................................................................94
6.2. Video Options ..................................................................................................................................95
6.2.1. Posts ..........................................................................................................................................95
6.2.2. Stories .......................................................................................................................................96
6.2.3. Short Commercials....................................................................................................................96
6.2.4. Create DIY How-to Videos ........................................................................................................97
6.2.5. Giving Insights ...........................................................................................................................97
6.2.6. Time sensitive offers.................................................................................................................98
6.3. VSEOs ...............................................................................................................................................99
6.4. Live Streaming ...............................................................................................................................100
6.5. The Concept of Online Lead Generation .......................................................................................101
6.6. Online Reputation Management ..................................................................................................107
6.7. Ethics and social responsibilities in digital age .............................................................................109
6.7.1. Impact of digitalization on employment ...............................................................................110
6.7.2. How to monitor your digital marketing performance? .........................................................110
6.7.3. Measuring the performance of your digital marketing strategies is a must ........................112
TIME FOR QUESTIONS ..........................................................................................................................113
CONCLUSION .............................................................................................................................................114
Some Famous Digital Marketing Campaigns ...........................................................................................116
ANSWERS ..................................................................................................................................................119
Chapter 1 ...............................................................................................................................................119
Chapter 2 ...............................................................................................................................................119
Chapter 3 ...............................................................................................................................................119
Chapter 4 ...............................................................................................................................................119
Chapter 5 ...............................................................................................................................................119
Chapter 6 ...............................................................................................................................................119
Glossary for Technical Terms ...................................................................................................................120
References.................................................................................................................................................121
My journey of being Unemployed to CEO of Asia’s Best Digital Marketing Institute ............................122
GLIMPSES OF MY JOURNEY ......................................................................................................................124
Media Platforms .......................................................................................................................................129
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CHAPTER 1: INTRODUCTION TO DIGITAL MARKETING
1.1. What is marketing?
Markets presently have developed to its zenith owing to the technological changes that have curbed the globe especially after
the globalization era. Mobiles, Laptops, Notebooks, Tablets etc. have replaced various traditional means of communication
like hoardings, banners, spam calls and made public go greatly modern.
With the increased accessibility of the internet and smartphones today, the number of people who go online every day is still
increasing. In fact, the internet usage among adults increased in the past three years by 5% according to a research conducted
by an American agency. This has bought a change even to the buying techniques of customers throughout the cities. And
although one may not believe it to be true, the manners in which the customers used to buy commodities, stand through the
lines of stores and wait for items, have come across a huge variations and things have changed invariably.
Marketing is an inevitable mechanism present in the society. Marketing enables people to get what they need and companies
to supply what they make in a more efficient manner. Digital marketing, in simple terms, imbibes all the marketing efforts that
use an electronic device or the internet. Businesses now use digital channels such as search engines, social media, websites
and emails that help them to connect with customers both current and prospective.
Marketing is as dynamic as any social change in the society. There are various circumstances surrounding the techniques of
marketing and the ways it operates including – reductions in resources, inflation, economic recessions, high unemployment,
dying small or medium industries, dying companies, terrorism and war, and effects due to rapid technological changes in
certain industries. Such dramatic variations including the advent of technology have forced today’s marketing executive to
becoming more market-driven in their strategic decision making, requiring a formalized means of acquiring accurate and
timely information about customers, products and the marketplace and the overall environment. Internet marketing involves
the usage of the Internet to market and sell goods or services. Internet marketing utilizes the benefits of the technological
growth to a wide extent and customers are now able to sit at the convenience of their homes and order products. More and
more development has curved in paving way for a more competitive nature of marketing.
The earliest traces of such means of marketing was way back in 1990 when some product selling companies used to have
product descriptions in the website which was useful for customers and then could have bought it with adequate information.
With growth in internet, this has come to an end and more facilities have been added including buying the product, ordering
items, making payments and getting anything and everything delivered at the doorstep.
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DR RAJ PADHIYAR
(Apple Website in 1997)
The emergence of smartphones, at an affordable rate and with cheaper than ever before data plans, was the starting point to
increase in digital markets. It became the age of digital marketing. With the emergence of this new market, mobility of
businesses is becoming the new normal.
Digital Marketing is a technological boon which has developed over time and become an integral part of everyone’s lives
knowingly or unknowingly. The rapidness of its growth is difficult to track howsoever the impact it has created is huge in terms
of measuring. It has inserted a two-way interaction mechanism in people’s life and interestingly, this factor has made it a great
success.
1.2. What is Digital Marketing?

In Simple term – All the activities you do to reach out to Target Market using digital platform is called Digital marketing. It is a
process which can be carried on by means which have become very common in today’s times. It can be carried out by way of
the following channels:
a. WEBSITES: It is by far the most common form of digital marketing. It is a base of all your digital marketing efforts. A
website is the most powerful form of digital marketing. It is also the means which is needed to execute a variety of
online marketing campaigns. It represents anything beginning from a premium brand, useful commodity or anything
which is sellable. Flipkart, Amazon, Myntra have become the digital marketing giants by way of website and mobile
marketing. They have programs that are efficient on laptops, PCs and also mobile-friendly applications.
If a simple look is given to the website of Flipkart, one can find the site to be interactive in its own way. Categories of
products have been spread out in a great manner making it easy for customers to choose with additions of discounts
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FUNDAMENTALS OF DIGITAL MARKETING - THEORY, PRACTICE, ASSIGNMENTS & MORE
which have been added to make it even more attractive. This technique of making the webpage interesting and
customer friendly is one way of enhancing sales through website marketing.
Some of the important & cost efficient website to help in complete website creation and marketing are:
a. Nextrone
b. A2hosting
c. Godaddy
d. Hostgator
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b. PAY-PER-CLICK (PPC) ADVERTISING: It enables businesses to reach internet users on a number of digital platforms through
paid ads. PPC campaigns can collect avid users based on various factors including demographic characteristics like age,
gender, preferences or even their particular interests or location. The most popular PPC platforms to look out are Google
Ads and Facebook.
This option can be seen with many search results and has become a common way of both advantaging the customer as
well as the company. This two way relation has led people to get attracted over such methods and companies are
benefitted with the high-end visitors visiting their digital webpage on a daily basis.
c. CONTENT MARKETING: Another useful way to reach to customers is the way through contents. Contents written in any
website/ portal or even physical means, are a way of attracting people to buy the products or avail the services. The
words combined with images becomes a very powerful way to persuade people to anyhow buy the products and this
way companies go higher and higher with sales in the digital world. Various Content formats includes – images,
infographics, videos, articles & even emojis
Let’s take the example of Zomato, a food ordering and delivery application which is quite famous nowadays. With every
passing day, various foods and restaurants are put on offer and even for a samosa, which is a very staple food, a creative
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punch line has been added which became a booster point for increase in the sales of samosa. Such is the power of
content which when written strongly is sure to capture minds of people.
i. EMAIL MARKETING: Email marketing is still one of the most effective digital marketing channels. Many people
confuse email marketing with spam email messages one receives per day, but that’s not what email
marketing is all about. Email marketing is the medium to get in touch with identified potential customers or
the people interested in the brand. Many digital marketers use all other digital marketing channels to add
leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn
those leads into customers.
Let’s take an example of Readers Digest Magazine, a unit of India Today company which effectively sells books and
magazines, are a quite a popular unit when it comes to customer base. Readers Digest use an effective means of Email
Marketing to reach existing customers and invites them to participate one or the other competition including Lucky
Draw’s etc. attracting more and more customers to subscribe for the same and through the same way, Number of clicks
& conversion would also increase.
ii. SOCIAL MEDIA MARKETING: With the wide popularity of social media, it is also not outside the purview of digital
marketing and users have many a times, targeted the social media users to become participants. The primary
motive is to create the brand awareness and features such as likes, share etc. available in the social media
sites have further boosted such campaigns.
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DR RAJ PADHIYAR
(Flipkart running Tiktok Ad camaign for their new series – “Backbenchers”)

Companies have started to make their own social media webpages which highlights all the discounts, shop offers, new
branches which are added with the store and latest news. Also, the campaigns are given more light and if there is any
festival which is upcoming, discounts are added based upon it which is a way to bring on more customers to buy online
or visit the physical stores.
iii. AFFILIATE MARKETING: Affiliate marketing is one of the oldest forms of marketing, and the internet has brought
new life to this old standby. With affiliate marketing, one may promote other people’s products, and for
every sale, one gets a commission every time a sale is successful or on introducing a lead. Many well-known
companies like Amazon have affiliate programs that pay out millions of dollars per month to websites that sell
their products.
Such type of programs are nowadays found in almost all the portals. One such example is the referral bonus which is
offered by companies. Shaadi.com is a World’s largest matrimonial services. They have dedicated affiliate portal on their
website.
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Their process is simple – 1 – Promote shaadi.com through banner/text link on digital & social platforms. 2 – Whenever
member pays for premium membership – affiliate earn upto 100% of the membership fees. This is one great example of
affiliate marketing, which has become quite common today.
Some of the popular websites to search best affiliate offers from various affiliate networks across the world are:
a. Offer Vault
b. Max Bounty
c. Voluum – (Tool to track Affiliate program)
1.3. The Challenges of Digital Marketing:

This system of marketing is changing at such a rapid pace that the marketers find it difficult to keep up with the system. In
addition, it has become quite a task to track people who are interested to buy the products as the competition in the field has
vastly been increasing. Digital marketers also find it challenging to analyse the vast troves of data they capture and then
exploit this information in new marketing efforts. With emerging trends of mobile payments, there is a lack of privacy which
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DR RAJ PADHIYAR
ensues a threat to the same. The laws, however stringent, are not responsive and quick enough to online frauds, and it takes
quite some time before the wrong is remedied. The country has witnessed an increased online fraud rate recently. With such
diverse operating systems, creating a platform same for all of them is seemingly difficult if not impossible. This makes the task
of developing a platform for digital marketing a bit tedious than the traditional marketing system.
Digitization of marketing is inevitable. It is more the requirement of the customers as they find it convenient to buy products
as and when it suits them. With all required information available and prices compared from different sellers, all at our
fingertips, it becomes difficult to resist the impulse to affiliate ourselves more and more with this concept. However, with all
its risks and threats involved to the privacy, the government must aim to amend rules and regulations that govern marketing.
Also the authorities must become more sensitive towards the cases of online fraud that on a rise. The same factors will also be
discussed in detail in the later part of the chapters where one can find suggestions on how well to avoid the challenges.
1.4. Brief Historical Facts of Digital Marketing

As the present generation is becoming tech-savvy, it becomes a ‘must’ thing for everyone to be aware of the core aspects of
Digital Marketing. The consumption of Digital content is on daily basis which is overlapping the traditional marketing system.
The former system constitutes a spectrum of channels that aid in branding and promoting goods and services. There are
certain perks associated with the online platforms that drives the customer base to a particular channel. Some of them,
briefly, are:
 Affordability
 Economies of scale
 Less time consuming
 Updated information
 Convenience, etc.
Digital marketing is commonly referred to as 'online marketing', 'internet marketing' or 'web marketing.’ All these terms are
used in one or the other countries for e.g. in the USA ‘online marketing’ is prevalent, in Italy is referred as web marketing but
in the UK and worldwide, digital marketing has become the most used term, especially after the year
The digital marketing platform has acquired a lion’s share in the present market scenario whereby it is quite evident from the
skyrocketing figures that shows increase in number of mobile phones, laptop and tablets users when it comes to purchase or
sale of something.
This observation speaks a lot about the undiscovered brimming opportunities to make and grow business in the digital arena.
Due to increased number of users, market experts are educating themselves about the core of this form of marketing which
can help them garner more customers.
In furtherance of studying about prospects, it’s important to study the nuances of past so as to know the development process
that can help in upcoming growth.
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1.4.1. The Birth
It’s vaguely estimated that the first time digital form of marketing was used by the SoftAd Group (presently ChannelNet) in
1980s whereby customers sent the reply cards found in magazines and received floppy disks consisting multimedia content for
promotion of their cars. However, the first use of the word ‘Digital Marketing’ was observed in 1990s. The development of
Web 1.0 platform bloomed the digital age which allowed users to find the information they wanted but limited to share this
information over and through the web. This limitation was responsible for the doubt in success as marketers were dicey about
the reach of internet w.r.t. their information. Also, websites were available but no technological advantages were available
and everything was static in the site.
1.4.2. Stage of Maturing

The launch of Yahoo took the market by storm. It received 1 million (approx.) hits that too within a year. It was regarded as
"Jerry's Guide to the World Wide Web" after its founder Jerry Yang started the work on the website. Yahoo, turning into the
biggest competition, led to massive changes in the digital market, business houses created websites, employed optimizing
tools and tech experts. The strategies turned upside down. The increase in number of search engines created opportunities
for employment and potential business ideas in the digital zone. Most of the companies engaged search optimizer engines to
come on top of the search engines.
In 1998, the birth of Google broke a new ground. Microsoft introduced the MSN search engine and Yahoo presented Yahoo
web search to the market. These giant innovation shook the market as the baby search engines were either left behind or
wiped out leaving more space for the larger engines in the business.
The first steep surge was observed in 2006, when search engine traffic was estimated to have grown to about 6.4 billion in
one single month of usage. Microsoft too put MSN aside and launched Live Search to not to lag behind while competing with
Google and Yahoo.
Google hit the nail and expanded its horizon by launching products like AdWords, which are 3 line ads that show up at the top
or to the right of search engine results, and AdSense -which is a cost-per-click advertising scheme. Within no time, Google had
thought shower and realized the value of analyzing the content they received is by far more important and then released
target ads based on the interests of the users which enabled them to reach soaring heights in terms of sale and reaching the
public.
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DR RAJ PADHIYAR
Then the launch of Web 2.0 made people more active participants rather than remain passive ones. It allowed users to have
interactions with other users and businesses which eventually paved way for two-way communications. Labels like ‘super
information highway’ began to be applied to the internet. As a result, the share markets also saw a rise in the shares of search
engines. By 2004, Channels utilized by digital marketer increased manifold and internet advertising and marketing in the US
alone brought in around $2.9 billion.
It became more professional in the 2000s and the 2010's. This period observed the massive developments in the virtual world.
The reason being enlargement in the calibre of devices which eventually gained access to remote location and gave birth to
Digital Advertising.
1.4.3. Rise of Social Networking

On the same parallels, around 2004, networking diverted to another field which was more social and came to be known as
Social Network. Myspace and Facebook were the newbies in this dimension which got popularised due to their additional
advantages and soon opened new doors for the prospective branding ideas. It provided fresh avenues for business and
marked the beginning of a new chapter to business life. Hardcopies were converted into softcopies, ad popping became
rampant which aided in search optimising.
1.4.4. Cookies – Another Tool in Line

Following social networking came cookies which brought another climax in the digital marketing industry. It became a next
door technique to garner the taste and preferences of the users to serve them accordingly. It mapped the search and
browsing habits and presented a pattern to record the same. The first cookie was designed to record user-habits. The use of
the cookie has changed over the years, and cookies today are coded to offer marketers a variety of ways to collect literal user
data. However, users are asked if they want to opt out from providing them. But most of the people ignore the sense of
having cookies and tend to press the accept button which is a sort of permission for websites to extract information and
transfer the same to the owner of the website. Such mechanism also saw a turnaround during this time and websites even
today have the same model.
1.4.5. The Present Scenario

While speaking about the present scenario, there is unfathomable measure to the extent of the spectrum of digital marketing.
Each days observes a new brainchild in technology creating new sites, new platforms, apps, blogs, write ups, etc. that are
content based and provide a choice to the users to choose whichever medium they prefer. The marketing dimension has
completely transformed into a highly fledged circle where when one enters, cannot come back. Even if a user wants to make
in person purchase then he goes through the internet first and then continue further. From mere mobile recharges to
International exchanges, every event has to pass by one or the other digital medium.
This generation is equipped with mobile phones all social media posting are at top in the list of activities the time and it counts
as. The average Indian spends 1 GB data a day when earlier it was 1 GB a month. The reason for the same can also be stated
to be heavy competition between telecom providers who offer the maximum at the lowest prices. Total time spent on social
media using it for posts, snaps, browsing, and etc. account for about 50% of the total time spent on the phone. Facebook,
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Instagram, WhatsApp, Telegram, Sharechat, Youtube are the major players in all the classes and age groups whereas Pinterest
serves higher classes and LinkedIn covers businesses and professionals.
It has become imperative to grab the opportunities provided by the virtual world in order to sustain and grow in the market.
This market works on the principle laid down by Hitler “survival of fittest” which can be edited to ‘Survival of the most
updated or advanced’. Within a decade, digital marketing has been through a lot of innovations making it more competitive
and user-friendly. It’s the early bird that catches the worm hence within no time one has to make its company among the top
ones in the digital world to maximize profit and enlarge customer base.
1.5. Role of Globalization in Digital Marketing

Globalization refers to a process in which a country’s national economies become interdependent or integrated. It is the sign
which can be observed in the recent years. Globalisation has its impacts on social, political, environmental and cultural areas.
It is an integration of markets in the global economy which in turn increases the interconnection of national economies. Due
to the increase in the IT sectors, corporate companies, globalisation has also been increased. On the other hand digital
marketing refers to marketing of products and services using digital technologies or any other digital medium. It can be
performed through internet, smartphones and other ways. Globalisation plays an important role in digital marketing as it
helps the products or services to gain much attention of the consumers
1.5.1. Digital Marketing and Globalization
The transformation of globalization is in such a way that, the entire world is turned into a single market wherein people can
transact easily quickly and cheaply is a boon and bane in itself. As globalization has a great impact on the digital marketing, the
companies firms and organisation must strive to expand their business globally. It does not mean that they must neglect the
local market.
With global digital networks, capitalist organization is entering a post-industrial phase of virtually and almost pure electronic
communication, with material goods and services becoming the epiphenomena of on-going customer/marketing relationship.
With unstable political and economic times it becomes very difficult for the firms and companies to establish their business. It
is to be noted that globalisation will reduce company’s dependency on the local market. For e.g. Coca Cola has a very huge
market globally. In case they lose their market say in America, they can still earn sales in other markets. Globalisation and
culture is another important aspect of digital marketing. These firms and companies must know that markets are not similar.
Cultural understanding is really important for expanding a business globally. One needs to understand the differences and
barriers and the methods to overcome these barriers.
In order to gain more consumers the companies must penetrate deep into a new market of a concerned nation, it must try to
understand the local market and the culture. This helps the companies to gain more consumers and expand globally. The
classic example is Red Bull. This is the most successful brand and gained an enormous amount of profits. In fact people have
actually forgotten that it is of European origin. Cultural variation is critical for any business to survive in global market.
1.5.2. Importance of Globalization for Marketing

In recent years the world has become more accessible, global expansion and exports across the world are now possible and
the internet has been an influencing factor in the growth and trade. In the digital world, globalisation reflects the move
towards international trading in a single global marketplace and the blurring of social and cultural differences between the
countries. Social media and social networking sites have become dominant in today’s world. Social networking has become a
global movement. Managing a social networking profile currently stands at 61 per cent across all 54 countries. And, when the
focus is adjusted to concentrate on larger markets- specifically, the United States; Brazil, Russia, India and China (the BRIC
countries) and the European Union “Big 5” (France, Germany, Italy, Spain, and United Kingdom) a distinctive pattern emerges.
Globalization paves way for the companies to earn business and earn profits and also attract consumer for a long time. Brand
awareness is indeed important, and brand managers realize this. They regularly conduct research to track how well the
market actually remembers and recognizes their brands. Metrics such as awareness and advocacy however, have inherent
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weakness; they focus more on the outcome rather than the process to reach the goal. Therefore metric are really important in
digital marketing for promoting for assessing the growth of business. Furthermore, if there is any scope of improvement of the
businesses it can be improved. Strategies in this global market are of utmost importance. It is known to every business entities
that any venture cannot be blindly entered into. Therefore before expanding any form of their business, the firms must be
careful and be fully aware of the expectations, the risks involved in the concerned ventures and the gains or loss one must be
able to gain.
The metrics are useful for tracking a brand’s progress and for measuring the performance of the brand and the service teams.
The new set of Metrics should be introduced to solve the problems with current instrument. The book written by Philips
Kotler also suggests two types of metrics such as Purchase action ratio (PAR) and Brand Advocacy Ratio (BAR). PAR stands for
checking and working towards the productivity limit of a product and BAR deals with the value through which people are
turned into real time customers and are made into sure shot buyers of the brand.
1.5.3. Digital Globalization

In the present world there are as much challenges as faced in the era before digitalization. We need to understand that the
challenges increases and they cannot be skipped by the companies. These companies can spread their risk by diversifying their
business in different parts of the world. Globalisation becomes important in analysing the consumer’s taste preferences and
customs in different places. The business may turn down, if the firms and companies do not cater or do not study the manner
in which a customer can be delighted.
There may be a risk of disconnection at global or local levels in large organizations about how and when to create products for
most of the world. Using customer understanding to engage in a timely fashion and do the right thing globally up front is a
great opportunity.
1.5.4. Effects of Globalization on Digital Markets –
As mentioned earlier Globalization is the social, cultural and political interdependence and this has considerable effects on
digital marketing. The major effects of globalisation are Global market opportunities and threats regarding the same.
On the positive side, globalization enables firms to outsource and find customers around the world, e.g., the auto and
electronics industries. The globalization of production and operations benefits firms through the realization of economies of
scales and scope. Hence, no one can deny that globalization has changed the way we conduct business.
One needs to know that globalization is a great phenomenon but the extent to which each country is globalized is not the
same (identical). Every country has its own manner and it depends on the country as to how make a country globally
recognizable. This phenomenon cannot be ignored. This is mainly because irrespective of the size, population, technology they
use or size of development, everyone is affected by globalization. Therefore, it also affects the business of the firms and the
sales. This forces the companies to adapt themselves to new techniques and methods in order to entice their customers.
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It is an essential phase of digital globalization to tune content according to international customer expectations. It covers a
number of tasks from translation to terminology management to ensure linguistic, stylistic and cultural requirements are met
to drive the overall customer experience. It is imperative for marketing and communications leaders to build on customer
understanding and capitalize on global business opportunities without any faux pas.
Towards the end of the 20th Century, corporations shifted towards more distributed, localized solutions. No better motto for
this more balanced dynamic between global corporate headquarters and regionalized branches exists than the pervasive
quote to ”Think globally, act locally”.” This, too, seemed perfect.
Internet is network system wherein all countries are linked to gather information collect data, news and opinions. Any
business whether small or big needs marketing strategies to promote their products. Globalization and internet has impacted
the business on a large scale basis. For globalization, communication is one of the most important elements. Technology is
perhaps the most visible aspect of globalization and in many ways its driving force. Communication technology has
revolutionized our information systems. Globalization tends to be most perceptible and observable in almost every facet of
life mainly due to the emergence of internet technology. Because of globalization, the number of countries where products
can be sold or purchased has increased dramatically.
Globalization and digital marketing are interconnected and interdependent with each other. When there is new technology or
a trend the companies must adopt them to increase their revenues and cut short their costs. This also helps in the
development and the economy of a nation.
The unique case of Chevrolet Cars and Buick Dealership
Chevrolet is an undoubtedly a famous sedan car manufacturers operating from the early 20 th century. However, their sales hit
a massive roadblock during 2010 to 2012 and that’s when they came up with the idea of applying globalization digital
marketing techniques to enhance sales. They combined hands with Castle Buick Group who made a page in the famous social
webpage Facebook and targeted residents of Illinois, USA to start from. They installed maps in the page which showed
directions to the dealer stores to get the cars and used Ad posting techniques to attract customers. The neighbourhood of the
stores were well highlighted which posed a real advantage to car buyers and the sales increased. More than 25 vehicles were
shown to be sold only due to the social media campaign and approximately 25% net profit was attributed. Both Bar and Par
values have been found here and is a great example of mix of globalization in the era of digital marketing.
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Assessment Questions –
A- Answer the following Multiple choice questions -
1. Select the option which is ‘not’ a type of Digital Marketing-

a. Hoarding
b. Social Media Marketing
c. Email Marketing
d. E-Commerce
2. Google was founded in the year –
a. 1990
b. 1991
c. 1988
d. 1998
3. Originally Cookies were designed for-
a. Client Side Programming
b. Server Side Programming
c. Web programming
d. None of the above
4. Globalization is better defined by-
a. Global pollution
b. Lower income groups
c. Low foreign trade
d. A better interdependent world
5. Out Of 4ps in marketing mix three are product, promotion, and price, which is the 4th P?
a. Purpose
b. Place
c. Plan
d. Promotion
B – Descriptive Questions
1. Briefly discuss impact of Globalisation & Digital Marketing with practical examples.
2. As the present generation is becoming tech-savvy, it becomes a ‘must’ thing for everyone to be aware of the core aspects of Digital
Marketing. – Discuss this statement with suitable illustrations.
3. What are the various channels of Digital Marketing? Identify & describe any 2 channels with their advantages & disadvantages.
4. Traditional marketing vs. Digital Marketing – State 8 important differences between them.
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Chapter 2: The Various Arenas of Digital Marketing

The marketing strategy used by the companies to promote their products have changed dramatically over a while. Digital
marketing has played a vital role in marketing strategy regardless of its size, sector or country of origin. It encompasses all the
marketing efforts with the help of electronic devices and the internet. Therefore the companies, firms, organizations etc. are
ordained to exploit digital marketing strategy which helps them to earn sales and also earn enormous advantage and benefits
at low costs.
2.1. Internet marketing with reference to digital branding and marketing mix
Brand building or brand awareness is utilized by persons who have a clear goal on their business and want it to grow by
developing a particular brand which becomes a mark for the whole company. It is a technique to manage the brand by
clubbing the internet branding and digital marketing. It’s evolved basically from direct marketing. There is a belief that
marketing will increasingly take a lead role in distributing customer insights across the organization. The online relationship
with a buyer hardly ever ends with a deal. Brand building in the digital age should remember this or, rather, cash in on this
trend and alter one-time customers to dedicated brand patrons. Digital branding can be communicated via digital channels as
a part of multi-channel brand communication. The present generation of world is revolving with internet and the media more
specifically. Electronic marketing is increasing very rapidly compared to academic purpose.
2.2. Understanding Marketing Processes
Blattberg and Deighton (1991) noted that by the early 1990s technology was already allowing interactive marketing to take
place to individually identifiable consumers: “When a firm can go back to a customer to respond to what the customer has just
said, it is holding a dialogue, not delivering a monologue.” Li et al (1999) found that education, convenience orientation,
experience orientation, channel knowledge, perceived distribution utility, and perceived accessibility were robust predictors
of the extent to which an Internet user was a frequent online buyer. These traces show the beginning of a great internet mix
with the concept of digital worlds.
Now marketers must also consider owned media (that is, the channels a brand controls, such as websites) and earned media
(customer-created channels, such as communities, forums of brand enthusiasts). Some channel of digital branding are:
· Social Media
· Website/Blogs
· Podcast
· Forums
·Email Marketing
Marketing mix is a concept where, a combination of factors that are under a control of a company in order to induce
consumer to purchase their products. Companies with small resources in the cosmetic field not infrequently have set tip
introductory marketing programs employing aggressive personal selling and a "push" strategy with distribution limited to
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leading department stores. Their initially small advertising funds have been directed through these selected retail outlets. The
quest for a "science of marketing" is hard upon us. If science is in part a systematic formulation and arrangement of facts in a
way to help understanding, then the concept of the marketing mix may possibly be considered a small contribution in the
search for a science of marketing. Borden (1965) claims to be the first to have used the term marketing mix and that it was
suggested to him by Culliton’s (1948). McCarthy (1964) offered marketing mix, often referred to as the 4Ps, as a means of
translating marketing planning into practice (Bennett, 1997). Marketing mix is originating from the single P (price) of
microeconomic theory (Chong, 2003). Borden’s original marketing mix had a set of 12 elements namely: product planning;
pricing; branding; channels of distribution; personal selling; advertising; promotions; packaging; display; servicing; physical
handling; and fact finding and analysis. The major 4 P’s of marketing are: Price, Product, Promotion and Place.
The product is either tangible or intangible goods/ service which tries to meet a customer’s satisfaction or demand. It is used
to understand the distinctiveness of the problem at large. It is essential to understand in depth about the problem so the
product will help to solve the problem. The Price is the amount that the customer is pay for the product/ service and the price
will affect their business. Promotion helps in marketing strategies like advertising, offers, etc. what were the promotion are
the end consumer is affected. Placement is a way of distribution that a product is distributed to the customer and compliment
for the same is necessary in order to maintain the marketing strategies. Hence the 4 P’s plays a very huge rule in marketing
mix.
Story of JIO: The Famous Brand of Reliance Group
JIO is a digital cum Telecomm brand which is a perfect example of digital branding. JIO was launched by Reliance group, a
brand which became famous as soon as it was launched due to the great marketing strategies adopted by the company. The
starting of the launch gave to the customers a complete free internet usage for the three months and this became a big
marketing strategy for the company. In the following years, JIO took to other platforms and even has launched an application
of its own which is based on the model of ‘We Chat’ from China which enables the users to access all the programs for one
platform, make payments, book cabs, order products online and even chat with contacts.
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In 2015, Reliance owned JIO hired the Bollywood superstar Shah Rukh Khan which helped them gain even more social
popularity and sales increased greatly. All these are examples of Digital Branding, where the company has used brands (Shah
Rukh Khan is a brand of Bollywood) to gain more popularity and increase trusts and sales.
If you want to create/order traditional marketing campaigns in detail with pricing. Here are some of the renowned platforms
in India to publish your ads across all traditional medium possible –
a. Media Ant
b. Bookmyads
c. Releasemyads
2.3. SEO and Email marketing within internet marketing
SEO is a term that stands for search engine optimization, which is the process of optimizing website to get more search results
than usual and getting a placement at the top. In other words, SEO involves making certain changes to the website design and
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content that makes the site more attractive to a search engine. This is done with the hopes that the search engine will display
the website as a top result on the search engine results page. SEO is a technique for:
 Designing and developing a website to rank well in search engine results.

 Improving the volume & quality of traffic to a website from search engines.
2.3.1. How Search Engine Works?
Any search engine, if it wants top ranking in the list of all the search engines result page will scan all the sites to better
understand what the sites are all about. It will also scan the site to determine how easy it is to navigate and read, rewarding
user-friendly sites with higher rankings on the search engine results page. SEO is the process that organizations go through to
achieve being the most searched webpage or site especially for phrases and words which are termed as keywords.
2.3.2. What is On-Page and Off – Page SEO?
Now, next thing to understand is on-page and off-page SEO. Conceptually, there are two ways of optimization:
 On-Page SEO – All the activities you do “On your website” to take it to 1 st rank of the search engine organically - its
called On page SEO. It includes providing good content, good keywords selection, putting keywords on correct places,
giving appropriate title to every page, etc.
 Off-Page SEO - All the activities you do “outside your website” on digital platforms to take it to 1 st rank of the search
engine organically its called Off page SEO. It includes link building, increasing link popularity by submitting open
directories, search engines, link exchange, etc. For this the content of the search engine should be very strong.
2.3.3. Monitoring SEO Processes
Contents forms the crux of the subject matter of SEO as contents are not simply words or phrases put together. Contents can
be said to be good and attractive only if it appeals to the nature and preferences of the customer. Contents are not required
to be long but can be short yet quirky and short. Websites nowadays, have started giving preferences to contents as the same
is important to build the SEO factor.
One major factor to keep in mind is the catchy and crispness of contents which must consists of keywords and phrases to
make use of the same. Planning and creating contents centred on the keywords and phrases enable company sites and
websites to develop a great SEO platform and reach out public in a broader and easier manner. Free Tools like Google
keyword planner, Google suggest, Google related searches, keywordtool.io can be very useful.
2.4.4. Preparing SEO Process
SEO is a huge concept which is growing drastically over the years and one may require approaches to reach out to the deeper
meaning of SEO. Traditionally people have been using many tricks/techniques to take their website on 1st rank to attract more
visitor, convert them to leads & making them customers. In quest of these competitions – 2 new concepts in SEO – Black Hat
SEO and White Hat SEO.
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Black Hat SEO is an unethical approach taken by companies to manipulate search engine algorithm to take their website on 1 st
rank. Black Hat SEO methods are very negative tactics taken by various companies. Through this way, websites do not care
about human behaviour and preferences and add Spammy, manipulative contents on the website i.e. Keyword spamming,
cloaking, comment spamming etc. On the other hand, white hat SEO is an effective approach and a better ethical way to
create a sustainable platform. This type of contents cares for the preferences of the customers and adds contents in the
webpage as per Search Engine guideline i.e. using keywords and keyword analysis, back linking, link building to improve link
popularity, and writing content for human readers.
Case study - Maldives Traveler: A Perfect Example
Maldives Traveller is a tourist company of Maldives, which is one of the most popular hub for booking travel and tourism plans
in and around Maldives. After the globalization era, tourism grew as it was an integral part of Maldives economy. The
company strived hard to combine hands with the development in technology and the company suffered huge losses. With
much difficulties, they combined with Fitbit technologies, a company popular for digital inputs, helped the tourist company.
They highlighted three major problems namely-
a. A thorough research was conducted over the operational part of the company and a study was conducted on all the
types of clients.
b. Lack in content was felt and Fitbit team stressed the importance of impact based contents in the webpage. Formation of
unique travel based contents was required to be added. Most popular keywords were added to website. Check graph
below
c. SEO Keywords importance was added to the webpage and the Keywords was directly linked with the website, making
them useful to be searched with priority.
All these activities led the company to huge success in terms of SEO Ranking & traffic visit metrics. and the success was so
enormous that the company Maldives Traveller became the National Award Winner for Tourism within Maldives for a
continuous period of time till today.
Apart from the above mentioned SEO Tools – Following SEO tools can become really handy for students, startup, brands:
a. SEOptimer – for Website audit purpose
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b. SEMrush -
c. Internet Marketing Ninjas – for all featured tool of SEO for Free
d. Majestic - SEO Backlink checker
e. Hotjar
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f. Yoast SEO – Best Wordpress plugin for SEO
Final Takeaways
For SEO’s to be successful, the contents should not be just of superior quality but catchy. The SEO magic takes time to work
out but if waited patiently, the magic can create wonders and bring on customers on a rapid pace. SEO has over the years
developed rapidly and has reached a great height.
2.4. Email Marketing
Email marketing is being increasingly recognized as a cost-effective marketing tool to convert lead into customers & customers
into loyalist & promoters. Email Marketing is a form of direct marketing which utilizes electronic means to deliver commercial
messages to general and target customers. It is one of the oldest and still one of the most powerful of all E-marketing tactics.
In the small businesses, success relies on maximizing the sales while minimizing the expenses. Email allows people to do both.
Email Marketing is a very essential feature and has the following factors:
 Enhance the sale of products by the companies

 Generate Repeat Sales
 Gain Valuable Feedback from Visitors
 Drive Web Users to Make Offline Purchases
2.4.1. Email Marketing And Your Business
There are many reasons one should make email marketing one of the top most priorities:
1. Email has larger reach.
2. Email delivers all sorts of message.
3. Email is the preferred communication channel on a professional level.
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4. Email is an open platform.
5. Email will be around forever.
Some of the helpful tools design & deliver email marketing campaigns are:
a. Mailchimp
b. Sendgrid
c. Mailerlite
d. Aweber
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e. Drip
Email marketing though started in the earlier days, has still not lost the importance and value. Even today, it has got a greater
impact and many companies are following this technique to improvise their digital marketing skills as email marketing forms a
major part of the process. One example to talk about is the exciting case of “Brooks Sports” an American Apparel – Shoe
making company sponsored an athlete Desiree Linden for a Marathon.
She became the first successful winner of the marathon and thereafter the company used the tactics of email marketing in a
very useful and innovative manner and proudly mailed valuable customers with the tag line “Desiree’s Go to Gear.” Soon the
sales was double and such is the power of email marketing which needs no explanation on itself.
2.5. Inbound marketing

Inbound marketing is the strategy of connecting with potential customers through materials and experiences they find useful.
Using media like blogs and social networking, marketers hope to entertain and inform viewers with the content they seek by
themselves.
According to Hubspot, it is an inbound marketing software platform that helps companies to attract visitors, convert leads,
and close customers.
2.5.1. Essential of an Effective Inbound Strategy
Inbound marketing is a marketing strategy focused on attract, convert, close & delighting consumers with powerful relevant
content that guides and helps them until they are prepared to purchase a product or service. Inbound marketing is all about
creating relevant and remarkable content tailored to the needs of the audience at each stage of the buyer’s journey.
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Buyer’s journey refers to active exploration or a research process that a buyer goes through before the purchase of the
product and it includes three stages namely: awareness consideration and decision. Awareness is a stage wherein the buyers
identifies different symptoms of a problem and tend to make high-level research to find a solution to the problem. The next is
the stage of consideration, wherein the buyer discovers and finds various solutions and makes analysis simultaneously. The
last stage is the decision. In this stage, the buyer after making his research decides by making comparisons of various vendors.
Inbound Marketing v/s Outbound Marketing

Traditional marketing is associated with outbound marketing, which means that the marketing strategy pushes the products
to the customers, while digital marketing is synonymous with the term of inbound marketing, which mainly aims to win the
target interest. In traditional marketing, companies have direct contact with the audience to promote their products and
services. The traditional technique (outbound) involved marketing strategy via intrusive media like TV radio, magazines, yellow
pages etc. However, there is a major flaw in the traditional approach which is currently corrected by inbound marketing.
Content Marketing is an informational channel of creating content in various morphs to encompass and enlarge customer
base of an organisation. It aims to produce relevant content that drives prolific customer action. This targets the current and
potential up-coming customers by building trust over an organisation.
Most scholars and experts believe that the inbound marketing strategy is the real future of the future digital marketing world.
Unlike outbound marketing, inbound marketing focuses on attracting a targeted audience with high-quality content. The
unique feature of inbound marketing is that with the permission of the audience promotions are rendered. The technique of
inbound marketing emphasizes on building a user-friendly and trust relationship with the target audience. Therefore great
content boosts up the sales of a company which ultimately earns profits to the concerned business.
One best example of inbound marketing is the Amazon India. Indian Independence is on 15th August. To celebrate the same,
Amazon conducts a sale for three to four days and the promotions of the same starts one month before.
The contest of the Freedom Sale is put on social media with Hashtags and most of the shopping is done during these times.
Many products are also put on offer and this widely attracts the people. The sales during this time boosts to more than 25
times than the normal period and it is a perfect example of inbound marketing where companies adopt digital means to
enhance sales.
2.6. Content Marketing

2.6.1. What is Content Marketing?
This form of marketing is engaged in expressing the ideas, plans, strategies, etc. of an organisation and where is it heading
through social media and other forms of expression. The valuable content helps in educating the audience and helping them
in making an informed personality throughout.
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2.6.2. Importance of Content Marketing
Time has changed when the customer used to reside at home in ignorance or less known of the functioning of the market.
Digital era has brought with it an informed customer who not only possess the market scenario but also believes in making a
calculated choice. The tectonic shifts in technology has diverted the control from marketers to customers. Acknowledging the
current estimation of Billions of content messages generated in a day, it can be concluded that they are besieged by more
marketing traps than ever. As a result, organizations are challenged by attention scarcity i.e. a concept that describes that the
more messages customer is forced to filter out, the harder it become to reach.
So how does content marketing help? Done right, content marketing makes it possible by the valuable and engaging content
to elevate your brand above those thousands of marketing messages, and become the fuel for engagement with your
customers. It can range from the offer in email campaigns, the link shared on social media, the collateral handed out at
events, and the case study manifested on websites to the silver bullet sales team uses to close a deal.
2.6.3. Content Marketing Strategy Building Process

 The theory of B.E.S.T. formula
Pulizzi and Barrett (2009, 27-29) created this with the aim of creating a content marketing map. They wanted to make it
easier for companies “to make the transition to the creation of valuable and relevant content” for the potential customers.
It can also be stated that companies should have a well-structured strategy before its execution. It is possible to apply this
formula in most of the media such as online, print and in-person communications. The B.E.S.T. formula aims to simplify a
complicated process of marketing so that a company’s marketing strategy would be:
 Behavioural: Every business communication with customers has a purpose. It is essential to realize the goal of such
communications/conversations.
 Essential: Deliver information that the target audience needs or useful to their success at work or in life.
 Strategic: The content marketing effort must be an integral part of the overall business strategy.
 Targeted: The content must be precisely targeted to a specific audience so that it becomes relevant.
The four pillar theory
This B.E.S.T. formula is similar to another theory by Tim Tucker (2013), in a guest blog on Smart Insights Blog, wherein he
introduced his theory of content strategy called “The four pillars of successful contents”. These pillars are:
 Reader’s goals
 Objective
 Content strategy
 Tone of voice
However Leibtag (2013) suggests replacing “Tone of Voice” by “Content Distribution” because businesses not only has to
consider their consistent tone of messages but also has to figure out channels of distribution.
 The S.A.V.E. framework
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Richard Ettenson, Eduardo Conrado, and Jonathan Knowles in the Havard Business Reviews, January/February 2013
introduced this where they think the classic 4P’s(Product, place, price and promotion) marketing model is not necessarily
relevant to the current marketing anymore and it is needed to be replaced with S.A.V.E. (Solution, Access, Value and
Education).
2.6.4. Perks attached to Content Marketing

It is estimated that 93% of purchase process starts with searching online and then detailed analysis of the product at various
platforms and then finally enables the buyer to make his choice. Content marketing helps in organic awareness which
supersedes the traditional method of advertising. Being at top of the search engines helps in wiping out the other options.
Earlier the marketers had to beg for acknowledgement from other people’s media by way of display ads on websites or
emails. To be concise, they had “rented” or “begged” acknowledgement that someone else made for them. Tables have
turned and content marketing brings up the calibre of marketers as now they can and they have to, owing to trends, build
their own content, customer base and attention.
2.6.5. How to Market Your Content

 Identifying the constituents of content
 Plotting the needs and customer behaviour
 Engaging the type of content: eBooks, templates, videos, reports, case studies, etc.
 Introducing yourself
 Selecting the platforms
 Designing
 Outlining the calendar/ frequency of release
 Publishing
 Promoting
Contents have time and again proved to be successful in accomplishing the marketing needs of the marketers and have
successfully pulled customers to buy the desired product from the desired section of the market.
AMUL – A CONTENTS CHAMPION
Amul has adopted one of the best content marketing strategy to take over the market of butter and other dairy products. For
ever new update or news happening around the country, the Company instantly takes to social media to add a comment or
form a content to impress the customers. Every now and then beautiful crisp contents are added on the packages and then
sold, which is eye-catchy and attracts huge number of sales of the product.
2.7. Social Media Marketing
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Social media marketing is one of the important arenas of digital marketing. Social media marketing is also known as SMM. It is
a form of digital marketing that includes creating and sharing of contents on social media networks in order to fulfill marketing
and branding goals. Social media marketing can includes activities such as image updates and posting text, videos, and other
content that drives audience engagement, as well as paid social media advertising.
Social media is connecting with the consumers online. According to Wikipedia, social media is a digital tool for sharing and
discussing information among human beings. Social media is totally based upon networking and by way of networking it
brings about trust among parties and communities involved. If any website which provides user to share interaction, opinions,
content, and views and community building can be headed under social media. Some popular social media sites are:
Facebook, Twitter, Instagram, Linkedin, Spotify, Tiktok, Snapchat, IG TV, Youtube, etc. The meaning of the term ‘social media’
is derived from two words which include Media which means and includes advertising and communication of information or
ideas through publications/channels and Social media includes the interaction of individuals within a group or community.
When talked together, social media can be referred as a platform where communication/publication are produced and
sustained by the interpersonal interaction of individuals through particular medium or tool.
2.7.1. Benefits of social media marketing
 Increased Brand Awareness
Social media is one of the cost-efficient internet marketing methods used to increase business visibility. Social media strategy will
increase the brand recognition as it will be include a broad audience of consumers.
 More Inbound Traffic
Without marketing business on social media, inbound traffic will be limited to the usual customers. People who are familiar with
the brand are likely to search for the same brand.
Some of the great tools which help in Social Media Marketing includes:
a. HootSuite
b. Fanpage Karma
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c. Tweetbinder
d. Tailwind
2.8. Online Guerilla Marketing
Guerilla marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum
results. The original term was introduced by Jay Conard Levinson I his 1984 book ‘Guerrilla Advertising’ and at that time
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marketing in general was very different from what it is now and while guerrilla marketing is still used today, the ever growing
digital landscape is expanding scope for using marketing strategies at a low cost and covering a large number at the same
time.
In today’s world starting a small business is tough, competition is fierce, people are overwhelmed with adverts, the marketing
budget is basically non-existent, and without advertising a product can never survive in the competitive world.
One effective strategy is guerrilla marketing – This innovative, scrappy, and highly effective marketing strategy helps to level
the playing field. Guerrilla marketing uses unconventional strategies to get consumers’ attention and create buzz about the
product or brand being marketing. It’s disruptive, provocative and memorable. In simple terms, Guerrilla marketing is doing
things out of the box or not doing things as they are supposed to be done to make them different, memorable and
unexpected. Doing things as they are supposed to be done makes them general but just making a little change in the general
process makes them attractive and exclusive.
Guerrilla marketing can be done offline such as flash mob, graffiti, odd ad placement, PR stunts and sticker or flyer as well as
online such as blogging, logging, viral videos and social media.
Any company can spend money to design, create, and display a unique and creative advertising online. These days any
company can use the social media as a platform for advertising their product or brand but are the media tools such as like,
comment and share follow the footsteps of guerrilla marketing. Having a display ad designed, implemented, and then seen by
the target audience is not usually a low cost option, nor is it remarkable or unexpected. Creating a page on a social media is
free of cost, sure, but at this point these sources are no longer unconventional for a company to do this.
So how can a company create an online Guerrilla marketing strategy? Does it even exist? Well in short, the answer is yes.
When bringing this type of marketing concept over the online world the theory is the same, in fact there may be more options
to explore online:
 Creating viral videos
Videos are the easiest way of describing your product and are the main thing the internet users consume. Earlier there were
not much sources to upload the videos for everyone to see but now there are social networking websites, YouTube where
anyone can upload their videos and ideas to endorse their brand or product. Making the content so attractive, catchy that
people just instantly hook up on the product or brand is very important.
 Giving your brand or product a #Hashtag
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One hashtag can become viral within seconds on the online platform and can be real beneficiary for the publicity of the
product or brand. It is free of cost and can give your product or brand the right kind of attraction and it should be noted that
the hashtag must be really simple yet must give an edge to your product or brand that differentiates it from others.
 Launch a contest
Organize a contest related to your product or brand and launch it online so that anyone can participate by just submitting
their contact info such as email address, contact no. , etc. which helps you in easily contacting all those people who entered
their contact detail for the contest and make the buyers gain knowledge regarding the product or brand.
 Give away your product for free
Everyone is interested in getting products at minimum value and if you give the offer of doing a giveaway then it would be a
steal deal and no one would want to lose the chance of participating. This can get you a huge publicity and the ones who wins
the giveaway would drop a good word for your product or brand which would make you more popular and can even increase
your sales.
 Start a Blog
Creating and maintaining a blog is a popular way for business owners to communicate with the like- minded individuals as well
as attract potential clients, colleagues and partners with similar interests. One must keep in mind that they should be very
clear in what kind of audience they want to attract with the blogs and accordingly the content must be created.
The content must be relatable for their audience and it is important to engage the target audience as well as keep it updated
with fresh and timely material.
These all are the easy and cheap ways to advertise your product or brand by using online Guerrilla marketing strategy but
remember that it takes time, so don’t rush it! Guerrilla marketing is mainly for small businesses, startups with low or no
budget at all for marketing and is very popular nowadays.
By bringing the philosophy and approach of guerilla marketing, one can create an effective strategy to build a low-cost
creative way to make your business stand out. It is a fun and easy way to advertise the product or brand and can be very
effective if given a try to attract the right crowd plus the advantage is that there is nothing to lose in this type of marketing
and only an upward development.
Nike is one of the best examples to follow for Guerrilla Marketing as through images and graphics, the marketing tricks are
easily achieved. For instance, in the parks in the United States most of the benches are drawn with such images which on one
hand ask people to go for jogs and walks and for the same, the company urges people to buy Nike Shoes for the same. Just
graphical representations are part of Guerrilla Marketing and is famous and also helps companies to bring sales and profits to
the financial conditions.
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2.9. Mobile Marketing
Markets are never static. They keep evolving with the changing habits and the preferences of the customers. Traditionally,
markets were captured by extensive advertising by way of banners, pamphlets, or door to door marketing and selling.
However, the picture is not all dull and gloomy. The emergence of smartphones, at an affordable rate and with cheaper than
ever before data plans, marketing has gone digital. It is the age of digital marketing. With the emergence of this new market,
mobility is becoming the new normal. Mobile phones have assumed the ubiquity in everyone’s life.
Mobile marketing, in a layman’s term, is understood as basically mobile retailing. However, it also consists of digital
advertising, mobile retailing forms an important concept of the digital marketing. This “technological revolution” of the
marketing system has emancipated the customer from the bounds of their homes, offices and their environment and has
provided them with all the information right at their fingertips. However, it is difficult, rather impossible to conclude that this
new system is free of the share of cons. This basically leads us to an analysis of the pros and cons of the mobile marketing.
2.9.1. PROS OF MOBILE MARKETING:

1. TASK MADE EASIER: It took a great deal of planning and strategizing on part of the customer to go out and shop for the
things needed. They had to take out time, usually hours from their schedules to go out and buy those commodities. If
one had to buy an air conditioner, he was to compare features and prices from more than on retail store and then buy it.
Nowadays all the information is listed on the websites and are at your fingertips. You are free to scroll away as per your
convenience. The customers can shop even at midnight without the need to go to any store. As for the sellers, they can
easily expand their business online and with a nominal delivery charge, their speciality can be known to the whole
country.
2. COST EFFICIENT: The cost of advertising is reduced in case of online marketing. This greatly benefits the seller. As for the
customer, the products native to or speciality of any part of the country can be delivered to them.
3. MASS COMMUNICATION MADE EASY: The mobile marketing has made mass communication easy. The sellers can
promote and sell their goods to any part of the country. This mass reach also acts as a method of word of mouth
publicity. For example, it is highly probable that I would recommend a product I buy online to my friends or family.
4. BROADER MARKET: This is mainly because of the affordability of the mobile phones. The people that were earlier not
able to buy laptops and desktops, are able to afford a phone and internet connectivity. Moreover, the programs
designed for the mobile marketing are cheaper than those designed for laptops and PCs. This makes the marketing
process and advertising more cost efficient, thus cutting his costs and increasing the profits.
5. EMPLOYMENT: There are several persons working for the courier companies, to deliver the product at your doorstep.
They get the salary and a commission which is based on the number of orders they deliver before the deadline. The
popular online marketing giant, Flipkart, calls these personnel as “wish masters”, and rightly so.
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6. MOBLIE PAYMENTS: The mobile marketing has brought with it a trend of mobile payments. Although the sellers provide
with the option of cash on delivery, but they also provide incentives like cash backs and discounts to payments made
online. Also, not using the cash frequently, allows the banks to invest the customer’s cash for a long time which would
eventually bring high returns to the economy and the customer. This has nowadays become a drive run by the Prime
Minister of India, Mr Narendra Modi, and the Digital India.
7. TRACKING PROCESS: The customer can easily track his order online, which brings about a greater accountability in the
seller. Also, the mobile marketing service provides easy returns and exchanges as per the convenience of the customer
as it was in the traditional marketing system.
2.9.2. CONS OF MOBILE MARKETING:

1. PRIVACY CONCERN : With emerging trends of mobile payments, there is a lack of privacy which ensues a threat to
the same. The laws, however stringent, are not responsive and quick enough to online frauds, and it takes quite some
time before the wrong is remedied. The country has witnessed an increased online fraud rate recently.
2. DIVERSE PLATFORMS: The mobile phones come in all shapes and sizes and creating a platform same for all is
impossible. This makes the task of developing a platform for mobile marketing a bit tedious than the traditional
marketing system.
Some of the renowned tools to assist in Mobile Marketing are:
a. Appypie – App Creation
b. App Annie – App Analytics
c. Text Local – For Bulk sms, voice call & toll free number services
d. Msg 91 - For Bulk sms, voice call & toll free number services
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Colgate: Spread A Million Smiles Case Study
Colgate used the mobile marketing to gain a huge market in 2018 through a mobile campaign known as “Spreading a Million
Smiles.” The campaign allowed people to get a number where they can give a missed call. Once the missed call reaches,
Colgate replies to missed calls by calling the people back and offers the people to come for a dental checkup free of cost by
providing them unique text codes on mobile phones. It is noted that more than 55% of the Indian population have not even
visited Dental Clinics and this turned out to be a great campaign. Colgate products were sold at a great discount price and the
result of the dental clinic was a huge surge in the sales. More than 4.9 Million turned out to the campaign and Colgate for the
past 4 years have become the most trusted brand for toothpaste.
In this digital world, customers are armed with an abundance of information. Content marketing can be considered as a must
thing to grab their attention. Quality and value are the core of content which is to be created by telling the marketer’s story
ensues in development of trust of the customers on the desired channels.
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ASSESSMENT QUESTIONS –
A- Answer the following Multiple choice questions -

1. Most popular plugin for SEO is –
a. Quik
b. Google Analytics
c. Yoast
d. Dream Seo
2. Taking domain for 1 year vs. 5 years impacts seo?
a. True or
b. False
3. Email Marketing is part of
a. Lead –Customer
b. Stranger – visitor
c. Visitor- lead
d. None of the above
4. Purpose of SEO is
a. Customers to promoters
b. Lead to customers
c. Visitor to lead
d. Convert stranger to visitor
5. Which of the following is not a tool for email marketing?
a. Aweber
b. Buzzmaster
c. Mailerlite
d. Mail chimp
1. State 5 differences between Inbound & Outbound marketing
2. Explain Content Marketing in brief.
3. “Email Marketing is most result oriented marketing form in Digital Marketing” – critically analyze this statement.
4. Your school/College/Organization is planning for New year trip to Goa. Draft email marketing campaigns inviting all your past/present
members for the trip. State 2 metrics to analyze success of the campaign.
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Chapter 3: Why Digital Marketing?
Change is an essential component of human life. As time and technology evolve, there is also a shift in the behaviour of
human beings. Therefore change is the inherent element in the lives of human beings. Various factors influence the change in
the behaviour of consumers and these changes have impacted even on the digital or online consumers. These behaviours
essentially depend on the type of product or service which the consumers purchase. The decision-making process of the
consumers is mostly influenced by the information available on social media.
3.1. Digital Marketing vs. Traditional Marketing
The entire universe has been functioning on ‘Give & Take’ principle since the realization of human needs and means of
exchange. Commencing from the very basic form of business i.e. barter system, the entire marketing structure has evolved
through centuries and has transformed into a systematic phenomenon of every society. With realization of every flow in one
or the other system, there evolved another system with its own advantages and disadvantages. For e.g. the loopholes in the
barter system helped in development of buying and selling through money and not things. With the introduction of
telecommunication, came telemarketing and mobile marketing and the list goes on for every new form of marketing for which
a brief have been covered in the above chapters.
The recent development can be marked in Digital Marketing which has transformed the entire Traditional Marketing system
into the whole new dimension. The technological advancements have led IT and business sectors merge and create a dynamic
platform that sustains trust of the marketers and the customers. The following piece discusses the parallels and comparisons
drawn between the two forms.
WHAT IS TRADITIONAL MARKETING?
Traditional marketing is the conventional form of doing business that involves physical exchange of goods and services, use of
media like TV, radio, newspaper, films, etc. It involves advertising your product, services, and logo and is considered
“outbound marketing “which means purchasing attention. These sources of traditional marketing can be rife and a definable
lifespan. Getz (2012) advised the use of traditional marketing communications, to reach maximum customers. According to
Katz (2008), traditional marketing has a more visually appealing, nostalgic and more creditable aspect.
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Belch & Belch (2006) approximated the time span of traditional marketing modes. It was found that magazines have the
longest life as they can be easily accessible even at the railway stations or bus stops. Ellis (2011) highlighted the importance of
events for B2B marketing from the simple coffee-tea meeting to more formal ones. In person conversations are still on top
when it comes to the leading methods in conversion rates as evident in the CMI (Content Marketing Institute, 2015) report.
WOM (Word of Mouth) marketing is also effective but is considered as an immeasurable channel of traditional marketing. It
can be said that the faith during transactions with friends, family and closed ones has been increasing.
MERITS
 When it comes to targeting and marketing, the traditional systems possess an edge due to direct physical
communication with the customers. As a result, this marketing produces faster and effective results.
 There is no moot point in stating that people have more faith on the offline modes than the online ones. They are
available at their convenience and can be conversed whenever required and it can be said this is number one advantage.
 Physical inspection before and at the time of purchasing is possible.
 There are very few occasions of fraud or misrepresentation when compared to digital modes because virtual depiction
can be misleading.
DEMERITS
 There comes certain difficulties in measuring the results because this may require customised software.
 Traditional marketing incurs more expenses as they have to personally target customers.
 Digital marketing is static because once the content has been created it becomes difficult to change it every then and
now.
 When traditional marketing methods are included it is difficult to target an actual customer. Thus individuals cannot be
targeted only segments can be targeted for instance a particular advertisement may target particular group of people
not all the persons.
 Pricing at different stages cannot be explained in traditional marketing.
WHAT IS DIGITAL MARKETING?
The world of computer and internet has given birth to a new form of marketing that is more customer centric and web based.
It comprises all those tools that can reach customers in all nooks and holes of the market. It enables the world to be seen at
single screen and operate by a mere click.
This method includes blogs, social media marketing, SEO, Emails, Analytics, Affiliate Marketing etc. a mere data with a good
profile can help in penetrating the market to an immeasurable extent. Technological advancements and digital marketing
always go hand in hand and will transform the world of marketing to a whole new level of amusements and conveniences.
MERITS
 Digital marketing is economically more feasible because it encompasses large content marketing hence enjoy economies
of scale.
 They have a widespread customer care system and entertains complaints and reviews on calls or websites.
 It is beneficial for small scale businesses or business houses in remote areas because it enables them to meet far
reaching customers.
 This method is very flexible because content can be changed with respect to change in environment, demand, supply,
etc.
 Since this is flexible, it is a personalised or customised form of marketing where all kinds of buyers and their needs are
kept in mind while formulating the marketing strategies.
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DEMERITS
 A strong internet connection is a must for digital marketing without which it’s a mere body without soul.
 There are high probabilities of fraud, misrepresentation, defects, etc. because pictures can be deceptive.
 There is no physical touch involved to inspect the quality and descriptions.
 This method has not gained the trust of all generations. Older ones still prefer to purchase something offline rather than
online.
 Sometimes buyers can also commit fraud by using cash on delivery system and then later denying payment, filling the
wrong details, etc.
DIGITAL VS TRADITIONAL
When it comes to draw comparisons then traditional marketing is no more completely conventional because people do some
research before buying anything in real. However, there are still many aspects of both the genres of marketing which makes
them comparable.
Digital marketing can be called mirror marketing because the customer can gather information about the supply market and
the marketer can also become aware of the demand market by way of click stream whereby a website can make a count of all
the visitors. The following points present the two roads at divergent:
 Traditional marketing involves advertising to a specific or targeted customer base whereas digital marketing conveys a
uniform content to all.
 Price becomes negotiable with every customer in the former form but remains same in the latter form.
 Channel of distribution in digital marketing is the one chosen by the seller but direct channel is possible in traditional
marketing.
 Digital marketing usually has a larger share in the market whereas traditional method targets a specific area hence is
limited to it.
 Customers have more trust on the conventional method because of the physical inspection.
 Traditional method needs physical as well as virtual market but digital method functions virtually.
 Technological advancement overlaps the conventional method because digital marketing uses search engine
optimisation, paid per click, search engine marketing, etc. which provides an edge.
Coco-Cola Case
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From a long time, Coco Cola believed in Television and Radio advertisements during 1990s and 2000s and was quite successful
in taking away the market from other big competitors. However, in 2010, the company realized that their sales was falling as
their techniques of marketing was still traditional and not much was done to stay in the digital run.
Now they focus majorly on content marketing and have become digital. Hashtag programmes are released every year and
customizable options have come which have resulted in 3% additional growth during 2016 for the company. The previously
held techniques have changed and is now combined with digital means coping with the digital growth of the market.
3.2. Detecting Consumer Behavior Digitally

3.2.1. Consumer Behavior (Traditional View)
Earlier consumers purchased goods and services by approaching the company or the firm. The consumer would enquire a
sales representative about a particular product or service which he wishes to buy. Even before purchasing a product or a
service the consumer goes in viewing the specifications, reviews etc. in person. Today scenario is completely changed.
Everything is almost available online. This change in the shift must be kept in consideration when marketing a product
digitally.
E.g. let’s say there is an already existing super-market in a particular geographical area. The manager of the store seeks to
provide a new internet-based grocery shopping and delivery of service in the same geographical area. Now he starts
pondering about whether the prices should be similar to that of the traditional supermarket or shall they be different. In this
case, it is necessary for the manager of the store to analyse the behavioural changes of a consumer.
3.2.2. Consumer Behavior (Modern View)
Behavioural changes of the consumers are the vital element and it must be taken care while marketing of a product or
services. Changes in consumer behaviour require firms to rethink their marketing strategies in the digital domain (Tiago,
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2014). With the development of technology, there is a paradigm shift in the manner in which consumers shop. The Internet
has changed the behaviour of the customers in such a way that most of the consumers no longer depend on the traditional
way of purchasing a good or service. Internet is a platform provided to the consumers in promoting, selling and purchasing.
The consumers can virtually at any time and place purchase goods and services. The number of internet users is constantly
increasing which also signifies that online purchasing is increasing (Joines, 2003).
During online purchase individual has to change his/her behaviour and behavioural changes are difficult and it requires a great
incentive, such as explicit monetary savings or increases inconvenience.
With the rapid development of internet, e-commerce sector is also growing proportionally. E-commerce has a vital impact
over the lives of human beings and is also known as electronic business, is the sale and purchase of services and goods over an
electronic medium, like the internet. E-commerce was started in the year 1960s wherein the firms and the organization used
Electronic Data Interchange to transfer the documents of their business. The purchase of goods and services approximately
commenced in the year 1990 which is quite a phenomenon.
E-commerce (online shopping) has become so convenient and simple, that anyone can shop for anything digital without being
physically present. More than half a per cent in the world has access to the internet wherein consumers can purchase good
and avail services at a faster rate. With the emergence of the smartphone, people are in a better position in availing the
benefits. This growth has significantly impacted the consumer and their purchasing behaviour. A firm or a company who
would wish to promote, buy or sell the products and services must make better use of e-commerce. Subsequently, they create
an e-commerce website. E-commerce websites are online portals which facilitate the online transaction of goods and services
through means of transfer of information and funds over the internet.
There are various types of an e-commerce website which are as follows:
 BUSINESS TO BUSINESS (B2B)
This type of e-commerce refers to the electronic exchange of products of goods and services or information between
businesses. Running B2B e-commerce is way too complicated with that of traditional B2B transaction. This type of e-
commerce businesses are processed digitally, therefore buying efficiency is improved not only for other types of B2B sellers
but also for wholesalers, manufacturers and distributors. The B2B arena is growing rapidly and the following graph provides
for the areas where content marketers their spending in the prior year.
(Neil, November 26, 2018)
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E.g. of B2B business in India are Tradeindia, Indiamart, Alibaba, Indian exporters, Amazon Business etc.
Indiamart is worth a discussion for B2B business model which has got success in the recent days. Operating from 1996, the
website is a modern day place for businesses to find tools, clients, products and anything which is beneficial for businesses
to grow. The main appreciable policy was the pay per lead deal which was adopted and Indiamart offered leads to business
who in turn offered commission. The Website has also taken to brand marketing owing to which success has been
tremendous.
 BUSINESS TO CONSUMER (B2C)
Another type of e-commerce is Business to Consumer. The firm or the company directly sells the products or services to the
consumers. It is the retail part of the e-commerce market. This kind of business usually caters to the needs of the public.
The trust factor is essentially important in Business to a consumer transaction. The following graph provides information
concerning the number of consumers who spend on online retailing. It can be noticed that online buyers are considerably
increasing with time. It can be reasoned out that due to the change in the behaviour pattern of a consumer the online
retailing is being increased.
Amazon, Flipkart, Snapdeal, Big Basket, Myntra etc. are some of the most prominent e-commerce websites that can be
found in India. These e-commerce firms cater to the needs of consumers. These firms are influential concerning traffic,
multiple payment methods which make the payment easier. These firms also have options concerning free delivery, the
return of goods, refunds etc. which have made them popular and opt able.
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 CONSUMER TO CONSUMER (C2C)
Consumer to consumer is e-commerce that facilitates business between the consumers. Here the private individuals trade
among themselves whether it for goods or services. This category of e-commerce enables the individual to connect and
perform a business transaction. A classic example would be classified section of a newspaper and web auction wherein the
customers sell the goods and services, not a business. E.g. letgo, offer Up. In India Olx, quicker, Nearby, Carsales.com can be
counted.
OLX is a great example for Consumer to Consumer business where consumers themselves can post advertisements of the
products they want to sell. Seeing the same, if any other person is interested can bid for the price and if the costs suits, buy
the product. OLX as a platform helps consumers to safely transact and customers too feel safe while transacting through
the website.
3.3. Digital Marketing as a means of stimulating business
With the evolution of modern technologies and digital marketing every business sector is doing everything to cope up with the
technology. As digital marketing is the platform where products and services are displayed online where it can reach to the
customers not only of one area but globally. It also helps the seller to reach to the potential customer.
FACTORS EFFECTING STIMULATING A BUSINESS DIGITALLY
One of the essential element of modern business is digital marketing as it helps to increase business. There are various
reasons for the business to expand digitally. Some of the few reasons are as follow:
1. Cost Effective:
Digital marketing is cost effective for the small and medium scale business as they have little resources. Thus digital
marketing provides these businesses factors to grow in the cost effective manner by reaching to the customers globally.
Therefore digital marketing help the business to reach to the more potential customers in a very cost effective manner.
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2. Geographical Expansion:
Another reason why digital marketing can stimulate business is that it does not stick to the particular area or boundaries
it can expand globally and this can serve as the factor for stimulation of business digitally. By this method business can
be flexible with the freehand type of audience.
3. Target Market:
One of the most deciding factor of digital marketing is to target market. One cannot randomly serve your advertisements
and online content to the millions of internet users available online because that would only lead to more costs for a
firm. Also, the content must be aligned to the suitability and interests of your target market.
4. Channels:
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A business can only target its potential customer only after deciding channel which the business modal run. The online
marketing domain involves a wide and diverged platforms, and with lots emerging with time. A business needs to do
conduct a cost –benefit analysis and rank the various mediums on the basis of their cost effectiveness.
5. Technology:
One of the most essential factors that is affecting a digital marketing is technology which needs to be reviewed and
updated on a continuous basis. An in-house internet marketing team must have the technological know-how. In spite of
the technical difficulties, companies have to invest in equipment and services to implement their digital marketing
campaigns. For instance, if a company wants to do video marketing needs a digital camera, lights and audio recording
equipment and the expertise to use it, or must pay a studio to handle the video editing and recording.
6. Big Data:
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As the business accepted that usage data and customer behaviour plays a vital role in for leveraging their profile and
overall performance. This may lead to adoption of Big Data policies and data acquisition and integration technologies by
more and more business.
7. Content:
Digital marketing should include language and images so that it could reflect the target market and resonate with them.
Studies have also come forward that the effective content marketing contributes greatly towards improvement of
consumer conversion and retention.
8. Social media:
With the boom of social media business criteria increases. Today Businesses have to maintain their healthy and active
social media accounts of their businesses so that their employees engage their customers. Many companies launch
online campaigns through social media platforms to attract new customers and retain the existing ones.
9. Talent:
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The human element of digital marketing is actually its backbone. Everything will be out of place if the skill and talent of
your digital marketing team are not up to the mark. The knowledge and experience that the team have in digital
marketing influences whether or not you incorporate it into your overall marketing strategy. Having a talented
workforce is an asset!
10. Budget:
Digital marketing is not free but it is cheaper than traditional marketing. Hence, there should be a well-defined budget
for digital marketing. A marketer must appropriate and decide mix of organic as well as paid promotions. If budgeting is
an issue; as it might be for smaller firms, it is advisable for them to outsource their digital marketing to a business who
specializes in this.
3.4. Online Advertisement – An Overview
Digital display advertising (including clickable ads that appear in website margins) has many advantages that can improve
one’s business’ online presence by:
A. Effective Targeting
The primary way to enhance the business is by reaching out to the public for the particular product they like. Digital
display advertising focus on attracting effective targeting and there are four different ways to reach to the unique
audiences with the advertisement to increase the brand awareness and online visibility.
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1. Remarketing
Remarketing is also called as “retargeting,” which means giving the option to show the advertisement to people who had
previously visited the website. There are again innumerous number of ways in which a company decides to remarket and
remind the customers of its presence and one such example is given below:
One best example to understand this type of remarketing strategy is followed by the travel company ‘Expedia.’ Let’s say,
if one person is generally checking out some booking details in their website, the same will be shown as repeatedly with
additional offers added every time which may make the user to think again about proceeding with the plan and not
dropping the same. These pop up either comes up in the email or at the sides of the website, one is looking.
2. Audience Targeting
Audience targeting helps to reach to the people based on their interests in the products and services which are similar to
the company, even when the customers visits to the pages or use apps unrelated to the business. Sellers can select to
have their ads to be shown to customers with an interest in certain categories or have ads featured on relevant sites.
One such example is IBM, the software pioneer of the world who came with an idea of targeting the audience to not just
enhance sales but also develop more views on their site. Every person browsing the internet was made to see a banner
advertisement of IBM, which let the users click on it by pressing ‘start’ and giving information of as to how much
knowledge one has regarding the developing technologies of AI, Block chains and Cloud storage. Such interactive images
capture the minds of people and many users tend to click on the blinking images which automatically enhances their
webpage.
3. Demographic targeting
Demographic targeting allows to select audiences who are associated with particular demographic categories, like
gender, age range and etc. Certain demographic categories can be excluded to prevent them from seeing the ads too.
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This technique was followed by McDonalds, an American MNC. McDonalds primarily selected their main target, who
were kids, adolescents and teenagers. These comprised of the main groups who loved the burgers immensely. For them,
they came up with an idea of providing a new burger called ‘Quarter Pounder Deluxe.’ Anyone visiting their webpage
was shown a banner where one can click and choose ‘Make it better’ and add their own ingredients and toppings. This
idea of the group was immensely successful especially between the target audience – children and teenagers.
4. Customer Match
Customer Match allows to choose whether to show advertisement to the customers and whether to show those
advertisement to the customers on Instagram, Facebook, Search, YouTube, and Gmail etc. The customer match is determined
by the things, the person is browsing. This is determined by taking into account various factors like browsing history, mail
syncing, daily search results and connected factors thereto. Keywords play a major role.
Nissan India launched a campaign for people who are looking to get automobiles and buy vehicles. The name of the
campaign was ‘Buckle Up’ which suited vehicle lovers and was only available to them. The Buckle up campaign raised
eyebrows over the number of accidents in India, happening in an everyday road tussle and promoted the use of Seat
Belts as a result. They named their campaign with the Hashtag of #Haveyouclickedtoday and this became quite popular,
which in turn was successful in increasing their car sales in the year 2018.
Flexible Cost
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Cost for advertising the products are flexible and there are generally two types of payment plans available to advertisers for
advertisement namely one the way through which a complete payment is made instantly and others through the number of
people clicking on the link. With all the ads, advertisers can set the price that they wants to pay when the ad is displayed and
to be displayed to number of auction. With the central theme of advertising, there are three main advertisers cost involved
with every advertisement which is put. They are as following:
i. Costs Per Action (CPC, CPA, CPI, CPS, CPL etc.)

This type of costs is very similar to traditional marketing style and applies only when the action of purchase is
completed. To be precise, there are two parties, the publisher and advertiser, and publisher pays the advertiser only
when the action of buying is complete. Advertiser will post the ad, the user can click on it and must complete the
transaction of buying the same and once it is done, the advertiser will get paid for it.
ii. Costs Per Thousand Impression (CPM)
This is a method where the publisher pays per the visitors in the webpage and takes it to be 50% of the visitors in the
page. For instance, if a website gets around 1000 visitors per day, approximately 500 people are taken to be checking
out the ad posted and the advertiser will get paid for the 500 people.
Measure Results
Advertisers have the ability to receive daily or weekly updates and track the number of times their ads are being clicked and
viewed. They can keep a track of everything accordingly on each social media or google platforms where ad campaigns are
running.
These factors undoubtedly help the businessmen to develop their business and post a great manner in which the businesses
and economies combined have grown over the years. Advantages of Digital Display Advertising is on one hand useful for
business to grow however on the other hand it is pertinent to understand what exactly is digital display advertising and how
well the tools have developed for the benefits.
3.5. Digital Display Advertising

Display advertising is one method of digital marketing where audience are attracted towards a website, social media platform
or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that
encourage the user to click-through to a landing page and take action (e.g. make a purchase).
Most display and online advertising campaigns are charged on a CPM basis for branding & action basis (CPC, CPL, CPA ) for
sales. That is to say, every time the user on a search engine clicks on your ad, you’ll get charged an amount based on your
overall bidding strategy.
They can also be used for retargeting campaigns. This is where ads are served to users who have already visited a specific
website. The aim is to “retarget” them and encourage them to return to the website to take the same action (or an action at a
different stage of the funnel).
There are various modes of digital advertising some of them are as follow:-
1. Banner Ads:
Banner ads is one of the oldest and traditional forms of advertising and it appears at the top of the websites in a
“banner” format. Here’s an example from Amazon Prime:
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Thus Banner advertising can be referred to the use of a rectangular graphic display that stretches across the top, bottom,
or sides of a website or online media property. If there is a horizontal type of banner advertisement than it can be called
as leader board, while if advertisement is in the form of vertical banners are called a skyscraper and they are positioned
on a web page's sidebars. Banner ads are generally image-based in spite of text-based and banners ads are considered as
a popular form of online advertising. The main aim of banner advertising is to get visitors from the host website to go to
the advertiser's website or to promote a brand.
2. WHAT IS A POP-UP ADs?
Pop up advertisement is the type of digital advertisement where on the website or social media a Popup windows come
up in various different shapes and sizes, with a scaled-down browser window where the viewer can Close, Minimize and
Maximize commands. Though, there is a strong irritation by some pop-up ads and marketers generally do not realize the
ill-will generated by pop-ups because it is easier to click the “close” button than send an email to complain. Yet many
companies have successfully used the pop-up add system to gain more and more in business. One good example is the
‘Blue Apron’ a famous restaurant chain of USA, who offers free recipes to people who click on their pop up
advertisements.
3. Geofencing Advertising
One another mode of digital advertising is through the method of Geofencing. Geofencing is a way through which people
of one geographical area are targeted and advertisements are sent across to them. Most common way of Geofencing
takes place in the mobile phone which is connected with GPS and in a particular geographical area, advertisements are
easy to reach. For instance, let’s say Great India place is a Mall in Noida, people coming to the mall might carry mobile
phones which has a GPS on, and through that the shops at the mall may send advertisements to these people and attract
them to buy the products. Geofencing is common even through Laptops and other devices.
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Hotel Tonight is one of the best example of a company using Geofencing technique. Hotel Tonight is a USA based app
which facilitates hotel booking across the states. One user if downloading the application, would automatically get
enrolled for their great benefits which include discounts on hotel near the place the user is travelling. For instance, the
app traces the user’s current location and if currently it’s in Texas, all connected hotels would show a price drop making
the user to choose the Hotel connected with Hotel Tonight, earning them a huge benefit.
4. Influencer Advertising
Another important technique involved in the digital advertising sphere is the Influencer Advertising methodology.
Influencer advertising is a way through which one influencer influences the public to follow him/her and this increases
the users of the brand or product. To be eligible for being an influencer, the person must have a huge fan following and
the advertisement too should be quite powerful. This method does not directly increase the sale of the company but
rather firstly increases the brand knowledge. Once the brand gets popular everywhere, a trust built between the
customer and the company and this in fact in a long run increases the sale of the product.
One major example of such advertising methodology is the ‘Mountain Dew Campaign’ launched in 2009. Hrithik Roshan,
the famous Bollywood actor was taken in for advertising the campaign which read us “Darr Ke Aage Jeet Hai.” The
advertisement telecasted some stunts which was possible after a sip of the drink and clearly passed the message of
giving immense energy to the body. This created a big brand awareness and soon many people turned in to Mountain
Dew, leaving behind other brands like Pepsi, Coco Cola or Mirinda.
Some of the tools of Influencer Marketing for identifying Influencers in your niche & tracking the campaign performances are:
i. Followerwonk
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ii. Traackr
iii. Upfluence
5. Wrapping It Up
Wrapping it up is a type of marketing advertisement where many marketers believe that the ads are dead, but it can still
serve as an effective method to reaching the marketing goals. If wrapping it up ads are coupled with other marketing
initiatives, it can boost up the performance of those activities.
One good example of the ‘Wrapping it up’ Advertisements was followed in Mumbai, during the time of the movie release
“Ragini MMS.” Through this way, many public transport vehicles were fitted with banners of “Ragini ka mms dekha kya” lines
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and caught up many people’s minds. So such advertising principles cannot stand alone and has to be merged with other
techniques (in this case with banner advertisements) to get the market following.
Some of the best Digital Display Advertising Tools includes:
a. Outbrain
b. Taboola
Some Concluding Facts

Digital Marketing is the marketing of products, services or brands with the help of digital technologies, mainly with the use of
internet but it can also include mobile phones, display advertising and any other digital medium as we have seen in the above
portions.
In 1990 the term ‘Digital Marketing’ was first coined with the debut of server/client architecture and popularity of personal
computers, the Computer Relationship Management (CRM) became a significant part of marketing strategy. This let to first
clickable banner ad being going live on 1994, which was the ‘You Will’ campaign by AT&T and over the first four months of it
going live, 44% of all who saw it clicked on the ad. Digital marketing became more sophisticated on the 2000s, when the
‘proliferation of devices’ capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013
showed digital marketing was still growing. With the growth of social media in the 2000s, such as Facebook, YouTube,
LinkedIn and Twitter, consumer became highly dependent on digital electronics in daily lives. The change of consumer
behaviour improved the diversification of marketing technology.
Digital marketing is also referred as online marketing, internet marketing or web marketing and its growth was observed at
4.5 trillion with the online advertisements which served annually with digital media spend 48% growth in 2010. With an
increasing portion of advertising stems from businesses employing Online Behavioral Advertising(OBA) to tailor advertising for
internet users.
In the era in which we live in, digital marketing is one of the most popular way to advertise a product, service or brand and the
rate at which technology is improving, evolving is unbelievable.
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A career in digital marketing means constantly learning some new technology, observing the changing world and the ripe with
potential for advancement. Digital marketing is a constantly evolving industry, from new social platforms to new technologies
every day with a new challenge and opportunity. For landing a job in digital marketing, creativity, eagerness to learn,
analytical ability and being a team player is more important than having experience. Nowadays employers are not looking for
degree holders rather they want millennials who knows about the digital world and are ready to experiment. In addition,
digital marketing is wide-raging that the skills needed may differ from employer to employer.
Digital marketing has many parts to it but as it is evolving constantly. Some components of digital marketing are as follows:
 Search Engine Optimizer
SEO plays a dominant role in the digital promotion policy, since it influences the positioning of the digital channels
available to an organization such as: websites, blogs, and social networking accounts. So, web pages can be optimized to
be “most attractive” for the search engines in order to be first displayed to the searches using browsers. It is a strategy,
technique and tactic to make the website as the most searched website by increasing the amount of visitors by obtaining
a high ranking placement in the search results page of a search engine. SEO stands for Search Engine Optimization. It is a
practice for increasing the quantity and quality of traffic to your website.
Search engine optimization is a part of search engine marketing (SEM) which is term used to describe all marketing
strategies for search. Basically, SEO requires to make changes to the website design and content that makes the site
more attractive to a search engine. This is done with the hope that the website will be displayed as one of the top results
on the search results page. A detailed explanation of the SEO is covered in Chapter 1 of the book.
 Marketing Automation
Marketing automation is a kind of software which allows companies to effectively target their customers with
automated marketing messages across channels including emails, websites, social media and text messages to generate
sales leads. There are many benefits of marketing automation starting from reduction in the repetition tasks and the
employees do not have to repeatedly put up the advertisements. Through automation, relevant readers get what they
desire and get the best results.
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One best example is the Nissan Group which reminds people about their service for cars and when it is due. This process
is completely automatic and the message goes only to people who have bought the Nissan Car and not to any random
customer.
 Public Relations in Digital Marketing
The public relations cover a wide range of actions intended to establish and maintain good relations with the target
public, employees, media, and the society generally. In digital marketing, public relations campaign are supported
through the digital channels. Nowadays more and more IT companies, major players in the digital environment have
identified the benefits of public relations in terms of shaping the company’s image as a responsible actor.
As you can see digital marketing offers a wide and diverse range of areas of knowledge and there are many more other than
the above mentioned.
Digital marketers need not to specialize in all the tools, for starters a digital marketer can only focus on one of the tool and
learn others gradually. A degree or absolute knowledge is not the main requirement rather creativity, enthusiasm, ability to
learn is more important.
Digital marketing is not the ongoing trend but it is a form of marketing that the requirement of the society. Digital marketing is
more cost effective than traditional techniques. It can be easily concluded that the digital age should be adopted for
marketing in order to bake the business to reach heights and to move according to the need of the society.
The need of digital marketers is also rising with the rising need as large and small industries are moving away from
conventional marketing strategies to unconventional strategies, mainly digital techniques which are more affordable
Anyone can be a digital marketer by just doing a 3 to 6 month course of digital marketing from a certified association like
Digital Gurukul which can increase your knowledge and give you credibility and can also specialize in a particular area of your
choice. In the digital world it is all about staying up to date so always know about the new technologies and new techniques
that make you different from others.
As we have the clear knowledge of what is Digital Marketing, and how agencies help in business development, in this tough
world of the competitive era, no business organization want to be at the back foot or lower than anyone.
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Detection of consumer behaviour is paramount which the company has to focus while marketing their products or services. As
observed in the graphs, with the change in time, purchasing of goods and services online has considerably increased. This, in
turn, helps the firms to procure trust from the consumers thereby increasing the sales of the firm.
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TIME FOR QUESTIONS
1. Which of the following is not an issue that marketers need to consider when using digital resources for marketing activities?
a. Permissions
b. Jurisdiction
c. Ownership
d. Disclosure
2. Fees paid by advertisers to online companies that refer qualified potential customers or provide consumer information where the
consumer opts in to being contacted by a marketer. This is referred to as:
a. Searching
b. Media
c. Payment of Dues
d. Lead Generation
3. Open Rate in the email means-
a. Relevant content in email
b. Good Timing
c. Attractive Subject
d. Proper Segmentation
4. Guerilla marketing is expensive but result oriented
a. True or
b. False
5. What is Organic Traffic?
a. Visitors from affiliate websites
b. Visitors from email
c. Visitors from natural search options
d. Visitors from social media sites
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Chapter 4: The Revolution of Social Media Marketing
4.1. Introduction to Social Media
By 1980s, computers were becoming more advanced which resulted in establishing connectivity among computers through
internet. In 1997, first recognized social site, Six Degrees, was launched that allowed uploading of pictures and making friends.
In 1999, the all new sensation was created by the launch of blogging sites. Ensue, the scope of social media enlarged leading
to innovations year by year, creating more connectivity across the world. Following this came LinkedIn, Myspace, etc. In 2005,
Facebook, YouTube and twitter emerged as the milestones in the era of social networking enabling users to chat, post, tag,
blog, share, etc. since then there have many advancements and technological innovations making social networking more
reliable, feasible and easy to use for the customers. It provides a platform to present oneself. The use of social networking has
been noticed by the business houses who are using them in their strategies and relying on them for their turnovers. It is very
evident that this century is all about networking and it’s better to merge it with everything associated with reach and
connectivity.
4.1.1. Social Media Marketing Overview
Social media has fragmented into different purposes, one of them being marketing. No one knew this could bring a new
dimension in the arena of digital marketing when social media was discovered. The premises of social media is based on
connectivity, speed and reach which are very well utilized in marketing. It all started with advertising through posts, uploaded
photos of posters, blogs about the product, etc. this form of marketing is growing at an unfathomable speed. It helps in
filtering the content and the customers as the interested ones like your page or follow you. It can be called as a subset of
online marketing. It has instilled exponential dissemination by encouraging users to spread messages to their contacts. It has
also made mass-communication trustworthy.
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Owing to such innovative and exclusive inventions, new tools are brough t to the market which eventually helps in
business growth. Experts get better and accurate reports because they can directly reach the customer base virtually and
observe their activities. Every social platform has its own distinct feature that makes it different from others, Facebook being
the most common networking site among them. There are numerous different social media sites, and they take many
different forms and contain different features. It has over 900 million active users. Facebook has several features that helps in
mass management for e.g. categorizing them into close friends or people from work or group members. Its main mission is to
give people the power to share and make the world more open and connected. (Voorveld, 2019)
Over the years social media marketing has morphed substantially. Sites like Instagram, Snapchat, Twitter, Snapchat, Linkedin,
Spotify etc. have their own distinct attributes which attract a huge amount of young population. There has been an
exponential growth in employment of these sites for promotion of certain brands. The sales have, no doubt, increased
because of these effective and new tools.
Another recent and maverick medium is Blogs which are used at a large rate in promotion. These can be managed or written
by an individual as well as by an organisation. Links can be shared, insider information can be provided and updates can be
given, etc. through writing blogs. All necessary details and events become easy to be provided to the customers. In total, it
creates brand awareness through writing content in the blogs. Most popular platform to start your blogging journey are
Wordpress, Medium, Tumblr
The most appreciated feature of all these platform is they have an option of giving feedback which helps customers to give
honest reviews and marketers can understand the preferences and choices of customers. Social media helps in employing
diversified approach rather than a single approach.
The use of social media in marketing is highly recommended following the behaviour of the customers. More time is invested
on social media than the physical market. Social media can help customers in directing them towards the websites. The entire
virtual market is just a click away.
4.1.2. The Asian Paints case
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Asian Paints, a very popular Indian Company for paints successfully utilized the social media platform for marketing their
products. For a start, the company took to Facebook for the festival of Holi. During the Holi week, they organized a campaign
with name ‘Tag-a-friend-Holi’ where people could tag their friend and colour their picture virtually. This was done both for fun
and also to create awareness to use safe colours and also promoted “Save Water” Mission. Also, to make all this more
interesting, the company announced an IPod Nano as gift for the person who tagged the most number of people in Facebook.
This not only helped them to market their name but also enhanced their sales of paints to a good level and the company
successfully retained one of the top positions in the paint industry.
4.2. Understanding Connections of Social Media
There is no doubt that social media has brought drastic changes in the traditional system of marketing. The ease, comfort,
speed, reach and simplicity of these platforms have driven customers this way. In order to keep a pace with time, social media
marketing has become a necessary part of marketing strategy. It offers ample amount of advantages which are listed below:
1. Low investment required- social media sites are easy to access. They don’t incur any cost of promotion. Targeted
customers can be reached with a minimal amount making businesses cost effective.
2. Easy to contact-they provide two way conversation as business houses use messages, Q&A section, etc. to interact with
their customers.
3. Feedbacks and reviews- customers are free to give their feedback which are entertained and followed to provide
customer satisfaction.
4. Comfort- marketing can be done by sitting at a single place without moving an inch to even if you want to reach a far-
reached customer. All options of operation appear at a single window allowing customers to perform functions easily.
5. Targeting the market-social media have made it very easy for the marketers to reach their targeted customers by
observing their behavioural pattern online through different applications.
6. After delivery services- Though this is not something that all marketers do but most of them do after sale services in
order to retain their customers.
4.3. Understanding Linking of all Social Media & Re-Marketing
If innovation brings comfort then a price has to be paid. Similarly, social media has aided a lot in emerging business to a
substantial level but there are certain disadvantages attached to it. There are hundreds and thousands of complexity and
challenges associated with it. These are broadly categorized as follows:
1. Dynamic market- the online market is very dynamic and unpredictable. Shares value fluctuate in moments. It’s hard to
follow any one particular pattern and stick to one strategy.
2. Threat of cybercrimes- networking has brought with itself a new form of crime that is, Cybercrime which are rampant
and adequate laws are missing to protect the users.
3. Privacy concerns-the same concern as above applies here. Users are reluctant to share their choices or data to these
platforms.
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4. Frauds and misrepresentation- there are increased instances of frauds and misrepresentations in the online marketing
process which loses the trust of the customers.
5. Copyrights and trademarks- frauds are not committed only against customers, they are committed against marketers as
well. Their products are not completely protected. Images can be used to create the replica and passing off can be
committed.
The case of Google Buzz is not hidden from anyone. Google decided to give a tough competition to Facebook and launched
the application called ‘Buzz’ in the year 2010. The application could not hold on to the market owing to the risks it contains
and the dynamicity which made the company to shut the application permanently.
There is no moot point that technological drifts have brought radical changes in the marketing structure. The traditional
methods are no or less employed rather new means are discovered every day to reach targeted customers. Social media has
emerged as an apt means to serve the purpose of business. The advantages associated with it accompanied by the undeniable
fact that it is the most effective mean, has forced the experts and marketers to integrate this tool in their planning. However,
the disadvantages of it should not be overlooked. This field is very new and cannot be completely analysed because it is still
growing and will grow as long as the advancements are introduced to the human race.
4.4. Effectiveness of Social Media Marketing

SOCIAL MEDIA MARKETING AND RECENT TRENDS
There is a great trend in Social Media marketing all over the world. In order to survive in the modern competitive world, it is
absolutely important for the businesses to follow the recent trends which are emerging. It is important to note that,
algorithms have become more complex influences in the mind of the consumer. Therefore, the businesses must focus on
making their content more interesting, appealing and engaging. To make it all happen, some of the best ways adopted by
companies have been listed below:
a. Influencer Marketing-
(Bhuvan Bam, Ashish Chanchlani and Gaurav Chaudhary make India Proud at Cannes in 2019 by winning World Blogger
Awards and proved to be great influencers)
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(Bollywood Actress Radhika Apte has been a great brand influencer for HDFC Banks and their brand new Millennia Cards)
(Ranveer Allahbadia, better known as the owner of Beer Biceps You Tube Channel, became widely popular for losing weight and
made a complete career out of it by posting videos and getting more than 65K followers for the channel)
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(Komal Pandey has recently become a famous blogger and social media enthusiast and posts about fashion, beauty and
other day to day activities. She has a great fan following)
(Restaurants have started marketing their food by using foodies and promoters who have blogs and offer them food so
that they can use their influence and promote the restaurant)
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(Many travel blogs like Bruised Passports etc. use travellers images to promote their travel packages and it is an
important part of influencer marketing)
(Promoting Exercise, fitness is Gaurav Taneja, a social media blogger who keeps influencing people to work out and be
fit)
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(Author Luke Coutinho runs a website to promote lifestyle medicine and way of living. He posts videos on how a positive
mind makes a healthy living and has a great fan following)
Furthermore, influencer marketing is becoming the trend in 2019. Influencer marketing refers to a type of marketing
which uses leaders or experts to promote a brand. In this type of marketing, the businesses hire or pay the influencers to
advocate and speak about their brands. Hence influencer marketing has become more expensive. This is when the micro
influencers come into picture with small and medium sized businesses. The main objective of these influencers is to
reach to the maximum audience as possible in the market. They may not have a good contact or connection with the
celebrities. They can survive as long as they are working with the right influencer and have the right budget.
There are some types of popular ways through which Influencer Marketing is done:
i. Contents which are sponsored
This is the most basic type of influencer marketing where the companies ask influencers to promote their contents
by sponsoring them in one way or the other. In such a sponsorship, both the companies and the Influencer are
benefitted.
One such example is the famous deaf traveller Calvin Young, who signed an agreement to sponsor the contents of
the famous travel company Busbud through his page in Facebook “Seek the World” and posted in Social Media
sites regarding the features.
ii. Writing or Recording Reviews

This type of marketing trick has become a common phenomenon among influencers especially channelling in
YouTube. Youtubers post videos of products sent to them by companies for reviews and make a video out of it.
This video not only gives knowledge about the products but also help to market the items.
For instance, Jacques Slade is a famous Youtuber and was thus, contacted by Jordan Group to promote their sports
related products. He has posted a clear video of unboxing and explained everything about the product. This is
clearly one major type of influencer marketing.
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iii. Holding Contests and Competitions

This has become a common strategy too where companies offer a contests to the followers and people to
participate and the lucky winners get a chance to either meet a celebrity or a big shot personality. This has
definitely raised the standards of the company.
When the 58th Film fare was going to be started, Idea launched a campaign known as “#TickettoIdeaFilmfare”
where participants could be a part of a game to search tickets. The clues for searching was available on Facebook
and Twitter and anyone finding the correct answer with clues, would win a chance to meet the whole Bollywood
fraternity under one roof.
iv. Combining Contents and Products
Combining Contents and Products is a day to day common process where companies pay the influencers money to
be a part of their advertising campaign and even promote their own products.
Jaclyn Hill is a Hollywood Fashion and Beauty Influencer with a great fan following. She recently created her own
Eye Palette store and merged with the International Brand Morphe to promote the Palettes. Here the product and
Brand were combined and both the product and the brand were highlighted with enhanced sales.
v. Signing up Ambassadors for long time
It is a common process that companies sign up with Celebrities or famous people to promote their products and
these people act as Ambassadors for the products.
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For instance, Sonam Kapoor is the brand ambassador

for PETA, an animal protection group who promote animal welfare and support environmental causes. She has
time and again tweeted in her social media accounts, the benefits of being a Vegan, avoiding any animal material
made products and setting goals for adoption of animals from streets.
b. Social Media is not only helping the customers concerning discovery of a brand or a product but also creating awareness
and engagement among the customers. According to Mary Meeker’s report of Internet trends, in 2018, 55% of the
customers who uncover the products on social media tend to purchase further. E.g. Facebook, Instagram, Pinterest etc.
For instance, World Wide Fund for Nature organized a campaign in the year 2016, where all endangered species emojis
were taken out and people were asked to retweet with these emojis on their twitter account and also make donations
for the protection of these animals. Within a short span of time, awareness spread and more than 59,000 donations
were made with 1 million tweets using the hashtag “Endangered Emoji” added.
c. DIGITAL STORY TELLING
We all have grown up listening stories and all these memories are very close to our heart. Digital storytelling is the
technique used by new media that allows everyday people to express their stories. It may use any form of filming
techniques such as audio-visual, audio only, stills, or any non-physical media which exists only electronically in contrast
to actual pictures or visuals. It is a relatively new term which allows people to tell their stories using digital tools. They
often present engaging, emotional and often compelling formats and can be interactive. Digital Storytelling shows you
how to create immersive, interactive narratives across a multitude of platforms, devices, and media. From age-old
storytelling techniques to cutting-edge development processes, this book covers creating stories for all forms of New
Media, including trans media storytelling, video games, mobile apps, and second screen experiences.
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The way a story is told, a message is delivered, or a narrative is navigated has changed dramatically over the last few
years. Stories are told through video games, interactive books, and social media. Stories are told on all sorts of different
platforms and through all sorts of different devices. They’re immersive, letting the user interact with the story and
letting the user enter the story and shape it themselves. (Miler, 2014)
 WHY IS IT IMPORTANT?
The lives of people have drastically changed in the past few years. Lives have gone digital. We are living in a generation
of great change. We live in a world where concept of world has changed. We live in what we call the great screen age.
We are spending more time on our smart devices than we are spending on inter personal skill development. It was
almost two decades ago when a research concluded that the time we spent on social media interaction surpassed the
amount of time we spent on face to face interaction. Not only are we spending more time on screen, our attention spans
are getting shorter. Hence, for marketing or other purposes, the only way to grasp our attention is digital means
(Liebhart & Bernhardt, 2017). The expressive capability of technologies offers a broad base to interact. The most
important feature of digital storytelling is that it does not have to conform to the conventional formats of storytelling. It
can contain texts, still imagery, audio, visual, and that makes it more interactive and compelling.
 PLATFORMS FOR DIGITAL STORYTELLING:
The great screen age provides various platforms that can make a story go “viral” in a few minutes. These platforms help
persons or business houses to reach mass markets and connect with people in a way that is more emotional, convincing
and has a great impact on the way people respond to what is portrayed before them. The most popular platforms are:
 FACEBOOK: The Facebook, apart from connecting people, has proved as a popular platform for marketing ads
and various campaigns that have the capability to give back wonderful messages to the audience. The cosmetic
company, Dove, Ran a campaign, designed by advertising giants, Ogilvy and Mathers. The campaign aimed to
invoke emotion and improve the perception that people have of themselves. By using FBI sketch artists,
participants had to describe their faces. Then their relatives and friends were asked to describe them. The
results showed that most people were overly criticizing themselves. The campaign blew up on social media! It
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generated more than 630,000 shares on Facebook within its first 10 days. Another example is the ad campaign
by a popular online T-shirt brand, Qwertee. It took brand awareness to a whole new level. It hosts daily
competitions on its Facebook official page along with a brand image, caption and basic competition rules. The
winner gets a t-shirt. It turned out that these competitions bring numerous likes and shared to the post and
what could be a better and cost efficient way to gain brand recognition.
 INSTAGRAM: Instagram has become the go-to place for visual content marketing. Various renowned brands put
up their ad campaigns on Instagram as it has the potential to reach all those users who find Facebook outdated.
Adidas bagged the position as a key fashion figure in the hip-hop industry with their latest Instagram campaign.
Using the hashtag, #ORIGINALs, Adidas partnered with big names like Snoop Dogg, Desiigner, and Stormzy to
highlight and promote their Originals lineup. Also, Airbnb took to Instagram to show their full support for
acceptance of people from different places and backgrounds. It was clear from the timing of this campaign
(which revolved around the hashtag #WeAccept) that Airbnb was voicing their opinions on recent political
developments. Running marketing campaigns that are relevant to current events makes for content that’s
inherently more engaging to Instagram users.
 BLOGS: This internet giant has become synonymous with the process of searching. It has the potential to make
ads reach a billion at one time. You may recall a time back in February when the internet lost its mind over the
colour of a dress. It all started when Scottish singer Caitlin McNeill posted a photo of her dress on Tumblr, asking
for consensus on the colour of the dress. Was it blue and black or white and gold? People joined in across
multiple social media channels to post their opinion on why the dress was a certain colour combination. Google
ads like ads for food delivering application, Zomato, Swiggy and business house such as paytm are featured on
webpages that we read or the videos we stream.
 YOUTUBE: This platform had made video sharing easier than ever. It makes the whole world seem a global
village in the literal sense. There were several ads that went viral on YouTube. For instance, there was a
wonderful ad campaign run by Volkswagen, in collaboration with the famous Youtuber Nikkie de Jager. It
emphasized on the magnitude of deaths caused by car crashes that happened because of women drivers doing
makeup. This was an attempt to raise awareness for the “Don’t makeup and drive” issue. While the ad is about
the dangers of applying makeup while driving, it does not treat makeup as a problem in and of itself. As much as
we love animal friendships, stories about the love shared by animals and their humans are just as, if not more,
popular. Kleenex managed to evoke the depth of this bond and create a great need for its products in one fell
swoop with the ad campaign titled “unlikely best friends”. There is a good deal of pathos, and even anger, in the
story of a dog hit by a reckless, and apparently heartless, driver. Many of us have lost animals to the open road,
and more of us encounter reckless drivers on a daily basis. It would have been easy for Kleenex to play up the
emotional aspect.
 TWITTER: This platform is most renowned for a little trolling and a lot of intellect. Let’s take a look at what the
Twitteratis made viral. Back in July, 2017 Nike brought people around the world together in a beautiful live
moment, while also setting the standard for a Twitter Live campaign. To do this, Nike launched a campaign that
allowed people to Retweet or like to opt-in for a reminder when the race went live, which would give them a
personalised prompt to tune in. Another business giant, Apple used Twitter as a platform to promote its new
iphoneX. Apple’s iPhone X campaign showed a completely new way to elevate product benefits by creating
video content that was native, bold, and original. It showcased 36 new features in merely eight seconds, putting
the subtitles in the centre, which made it impossible for the viewers to take their eyes off the written features.
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Digital Story Telling for Elections
Digital Story Telling methods are not only common to companies who are marketing their products but are also becoming
common to political parties. One such example is Alexander Van der Bellen, the Austrian President who in 2016 took to social
media to use the technique of story telling to promote his party. The campaign took place for more than a year and he, being
an individual party, successfully won the elections, owing to the best techniques used in capturing the minds of the people
and drawing their attention to their fact that, story telling as a means is important in gathering more and more people to vote.
Some of the popular platforms to understand latest trends in Digital Marketing & social media campaign analysis are:
a. Social Samosa
b. Campaign India
c. Social Media Examiner
4.5. Case Studies to Understand how social media changes the world?
1. Paper Boat’s #FloatABoat campaign on social media
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Paper boat- drinks and memories is an Indian traditional beverages produced and marketed by Hector Beverages. This is
the fastest growing consumer brand in India. This brand produces 11 different traditional Indian beverages and foods
such as aam panna, jal jeera, thandai, santra and chikki respectively. As the objective states, the purpose of paperboat is
to take back into those memories of childhood. This brand came up with a campaign called #FloatABoat. This was a huge
hit and gained a good amount of revenue to the brand. According to this campaign people were supposed to make a
boat and share it on social media by using hashtag along with their title and also follow their page on social media.
2. #NoConditionsApply (Sindoor Khela) By The Times Of India
This was a campaign initiated by times of India in order to promote the inclusion of women in the Bengali Ritual of
Sindoor Khela. According to this ritual, married women join together to celebrate their marital status. Wherefore, single
women divorcees and widows as well as the transgender community are made to look upon the married women. This is
400-year-old tradition followed in Bengal. The impact of the campaign was that it embraces the celebration of women
irrespective of their background, status or social identity. In just four weeks, the Times of India amassed $912,335 USD
in earned media and reached 708 million people, becoming the No.1 trending topic on social media with thousands of 2
sindoor images. (learning catalyst, n.d.).
3. Tropicana slice and Ramadan
Mangoes have a long-lasting and unbreakable connection with India. Tropicana was launched in the year 2004 which
was originally manufactured by PepsiCo.
The campaign had an objective to position the flavoursome Tropicana Slice as a perfect drink to break their fast during
Iftar. It is a meal which comprises of mouth-watering food and beverages which is eaten by Muslims after sunset during
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Ramadan. The Ramadan Period was lit and popularized by the company Tropicana with the wide advertising policies
adopted by them which created a compete sensation in the social media sites.
As a result, it reached 19 million instagrammers through celebrities and influencers. It connected with the emotional
aspect of the Muslims and was a huge success.
4. Nivea India’s ‘Mom’s Touch
Nivea is a skin care brand which was founded in 1911. This brand offers various innovative products which cater to the
needs of the customer. The main objective is to support beautiful and healthy looking skin. This campaign solely focused
on all the selfless and extraordinary mothers on mother’s day. Despite facing struggles mothers always harbour the
dreams of their children. This campaign asked the people to post a video over social media platform of the selfless
moment of their mothers. The promised that the donation was done for the girls. This was also a great success.
4.6. Technology and its impact on business

Over the past 40 years, there has been a radical shift in how business is conducted and how people cooperate. The preface of
private computers, the Internet, and e-commerce have had a great impact on how businesses function and promote. The
preface of social media technology is accelerating and it can expect it to have a similar impact on businesses now and into the
prospect. As new technologies become existing, business that learn to use innovative technologies increase great
reimbursement. Some of the best-known examples include technology-driven companies such as Microsoft, eBay, Amazon
and Google.
BIG BRANDS AND SOCIAL MEDIA
Social media is being widely used by almost all and even the companies, in spite of their size have started using social media to
advertise and promote themselves. Big brands make use of the social media to convey their strong existence and friendly
customer relationship. Big brands like IBM, Dell and Burger King have made use of the social media to a greater extent.
IBM owns more than 100 different blogs, a dozen islands in the virtual world, several official Twitter accounts, and an
accepted forum called DeveloperWorks. It publishes a machine series on YouTube, and several employees upload
presentations to the media-sharing-site Slide Share. Dell has tapped the power of social media with its hugely popular Idea
Storm website, where users add thoughts for new creation lines and enhancement, choose them up or down, and comment
on submission. Because of the site, Dell has ongoing to ship computers with Linux install, and has added community carry.
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Starbucks has also started to use this representation to some success with its My Starbucks Idea Site. So, this shows that big
brands have also started to use these social media websites as their marketplace.
Nowadays, social media has become a great part of everyone’s life. People tend to spend most of their time on social media
rather than spending the time personally with their loved ones. Social media basically helps you to share information, ideas,
thoughts, etc. at a much faster speed. Because of this social media we have access to any kind of information which is just a
button push away. When this clearly depicts that social media has become a great part of our life so why not bring the market
on social media.
Social media marketing means a market through social media. This is a very powerful way to reach to the customers. In this
type of marketing, the seller exchanges his content on social media to achieve his marketing goals. Social media allows the
social growth of the economy and also helps many businesses in their growth process as it is because of this social media
networks that people, especially the sellers, can reach to a larger market with different kinds of customers.
ROLE OF SOCIAL MEDIA MARKETING IN BUSINESSES
Social media has acquired an important space in the lives of the people. That is why the sellers want to take the advantage
and grow their businesses through the help of this social media as well. They upload pictures, videos, etc. in order to expand
their online outreach on social media. The companies which do not have any social media accounts may miss on great
marketing opportunities.
Social media marketing helps you to reach a larger market and helps you to interact with your target customers. Through this
type of market you can get the feedback on your product and services at a very faster rate. If the feedback so given is good by
the customers then this may also lead to an increase in your target market.
This type of marketing also helps to keep a check on the competition as well as on the activities and planning of the
competitor. If your competitors are using the social media networks to increase their business then you should be ahead of
them by already providing your customers with the best products and services through social marketing.
It is also a very informative marketing because the seller gets to know much about his products and services as which group
prefers it more than the others and how much do the people want to spend in these kind of markets.
So as we have seen, social media marketing has a great role to play in the marketing process as buyers have become more
digital and now it is the time and opportunity for the sellers to take advantage of this and make their business more digital
than that of the competitor.
HOW SOCIAL MEDIA MARKETING CAN ACTUALLY HELP IN ACHIEVING BUSINESS GOALS
There are many ways through which the social media marketing can help the business to achieve their respective goals. These
ways are as follows:
 Good reach
Social media networks have a very good reach which means that they can help the businesses to expand to a very larger
extent. The sellers can now serve even those customers which otherwise had been out of their reach.
 Effective business
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Due to social media marketing, the sellers now know as to what kind of products the customer needs and what kind of
services are preferred by the customers. So now the seller will work effectively as well as efficiently in order to fulfill the
need of these customers.
 Brand Awareness
As people use social media on a daily basis so they get to know about the new brands that are emerging as well as about
the brands that were already present in the market. Through social media marketing the customer gets aware of the
brands which he did not knew even existed.
 Cost effective
Marketing through social media has proved to be very cost effective for the sellers because they only have to maintain
their social media accounts in order to keep this market at pace with others. The basic investment in this is more of time
and very less of money.
SOCIAL MEDIA MARKETING TIPS
The basic social media marketing tips which any business needs to follow are:
 Keep your content clear – The content which you represent should be clear to the general public. It should not involve
such words which are very difficult to understand. The content so presented should also be true and not copied from
somewhere.
 Content to be specific – The content should be specific and should be related to your product or service directly. It
should not create any kind of doubt in the minds of the customers related to the product.
 Fast reply to feedbacks – Your reply to the feedbacks so given by the customers should be fast and frequent so that the
customer should not feel ignored.
 Attractive advertisement – Your advertisement on the social media should be attractive and should be innovative so
that the customers automatically gets his eyes towards it.
 Track competitors – The seller should keep a regular track of the competitors as to what they are doing and what kind of
practices they are adopting. In order to be a step ahead of your competitor, always be aware of his activities.
4.7. Future of Social Media Marketing
There has been a tremendous change in the field of marketing in past 15 years, all brands or products have shifted from
conventional marketing to social media marketing which is much quicker, cheap and the target audience automatically gets
attracted to the product or brand.
New technology and novel data seems to draw more attention of the audience due to convenience and opportunity.
Promoting a product or brand on social media gives you a whole new platform where people can get knowledge of the
product by just one click and this is going to expand even more in the future social media marketing is expanding an increasing
rate and in the future social media marketing is going to be one of the main source of marketing.
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Nowadays all the startups and small businesses promote their brand or product through social media and it is even creating a
new profession i.e. Influencers or Bloggers who review about some product through social media and make money, even
some people who follow the bloggers or influencers believe in their so much that they have to have the product then and
there only.
The fact that social media has become such an essential part of everyone’s life is very impressive but again not that surprising.
A brief look at the past shows that “the social media revolution” everyone is talking about these days, is in its essence nothing
else than internet going back to its roots. In its early days the internet started as a collection of news groups where individuals
could get knowledge or share some insights of their own in different categories and soon these newsgroups developed into
real discussion platform where individuals could share their viewpoints regarding some issues which was much easier than
conducting or going to actual group discussion meetings. Who would have thought at that time that social media is going to
have this much importance what it has today and it is going to give us such an enormous platform to talk, buy, sell, promote,
discuss, share, receive, etc. the separation of presence from communication offers us more control over our social words yet
simultaneously subjects us to new forms of control, surveillance and constraints.
In the upcoming years social media is going to take over the world of communication, thus marketing. The opportunities on
social media are unlimited and with each passing time new marketing techniques are being introduced for better business
growth.
With the new form of storytelling that has been embraced by users, influencers and brands, i.e., the ephemeral or
disappearing content storytelling through snapchat, instagram with stories disappearing in 24 hours and having a Q&A session
within the 24 hours limit tell the brand a lot about the preference of the consumers and information regarding what works for
the brand or product and what more changes could be brought. (Harris, 2009)
This is going to bring big investment in social media marketing and it is going to be a pay to play market rather than going
authentic. The high end brands are going to promote their product through social media and giving rise to influencers and
bloggers rapidly. As before the influencers brands relied on celebrities by signing them for promoting their brand but when
people started to crave more natural and simple individual, a person whom they can relate to brands started turning to social
media and influencers.
With instagram introducing IGTV for long videos, some attention diverted from youtube to insta’s IGTV cause that was more
convenient and innovative. In the future social media is going to be so innovative that these new trends in today’s world are
no longer going to be around, new forms of mode of interaction are going to be introduced and old one’s are going to be
replaced by innovation. The social media is changing so rapidly that people lose their interest in the old form as now nobody
checks their mails as many time as they check their DM’s, snaps, twitter feed, etc.
In the future there is not going to be a single detail or information that could not be on social media regarding any brands or
products, brands are going to be most transparent on social media because this is where the millennials and they are going to
trust only those who are 100% transparent about their brand or product. In the upcoming world the individuals wouldn’t buy
the product out of fascination or huge name rather they are going to trust only those brands which they have knowledge
about and that is the one they are going to trust. That said, transparency is definitely the way ahead in the future of social
media. (Pourkhani, Abdipour, & Baher, 2019)
It has become very simple for people to reach out to brands through social media. Now people can chat with the brands
representative online and get their queries solve in no time. This is going to go a long way as through chatbox people get a
quick reply and feel very important as a customer. Because of the chatbox people do not have to call on the customer care
service and wait for the executive to connect with you rather just drop a message and get an instant replay which are not
automated and more personalized. So it can be assumed that this is here to stay for a long time and make the lives of
customers more convenient.
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With the rise in trust in products sold through social media there has also been a rise in cheating and fraud on social media or
we can say a rise in cybercrime as no one is immune from possibility of becoming a victim, the minute people use social
media they become a potential victim of cybercrime and it can be anything criminal transactions to breaches of privacy for
which more ways are going to be introduced for showing the authenticity of the brand or product like now instagram has this
blue tick that makes a difference between actual and fake accounts.
Augmented reality, computer generated content overlaid on a real world environment, thus providing a composite view and
the filters that we use on these social media platforms are somewhat augmented reality and this is going to be the future of
the field of marketing as in the future people could be able to use the product or try the brand through augmented reality.
Through this people could get a unique experience with the convenience of tapping into their mobile screens
Thus, social media is an important part in the field of marketing and it is only going to gain importance in the future it is going
to be unpredictable and the chance of social media to evolve are endless. In the coming years social media is going to take
over other conventional styles and going to bring up many opportunities and ease for everyone
Summing Up
So by the above discussion it is clear that social media marketing is a great part of digital marketing as it is the most
information provider about the real market and as to what the customers need. It is a way of promoting any brand or website
by interacting with the customers and also attracting their interests through channels of social media.
Hence, by this it is proved that social media marketing is a must kind of marketing in the today’s world and has a great future
coming up its way.
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TIME FOR QUESTIONS

A- Answer these Multiple Choice Question
1. The form of marketing dominating social platforms and social gaming websites and apps is known as-
a. E-mail Marketing
b. V Marketing
c. Social Media Marketing
d. Internet Marketing
2. A method of marketing by electronic mail wherein the recipient of the message has consented to receive it is called:
a. Social Media Marketing
b. Social Web
c. Email Advertising
d. Permission based Email Marketing
3. Best Social media monitoring tool –
a. Hootsuite
b. Appsumo
c. V Suite
d. IFTTT
4. What feature does LinkedIn offer for paid subscriber?
a. Ability to post pictures
b. See who visited his/her linkedin profile
c. Block users
d. Creating and managing groups
5. Which Continent has the highest number of internet users?
a. Asia
b. Australia
c. Europe
d. South America
1. Social Media is revolution of 21st century. Critically analyze the statement.
2. “Future of Social communication would be voice based?” Do you agree? Justify your answer with suitable
examples.
3. Why Social Media is important for start-ups/Business owners?
4. “Video content is like Sunny Leone , No one can beat it with respect to reach & engagement” Justify the statement
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Chapter 5: Application of Different Digital Marketing Tools in Different Spheres

Digital Marketing is a complete subject in itself which is interconnected with various other technological subjects. The
interconnection in this sphere is very close yet every factor has its own importance. Every tool connected with Digital
Marketing needs to be studied thoroughly to understand how the subject is growing with various different branches.
5.1. Artificial Intelligence or AI
Artificial intelligence, demonstrated by machines stands in contrast to natural intelligence, which is demonstrated by humans.
It colloquially signifies the cognitive intelligence mimicked by the machines. As the machines become capable, the tasks which
are considered intelligent are eliminated from the definition of Artificial intelligence. This phenomenon is known as AI Effect.
As L G Tesler puts it, “AI is anything which hasn’t been done yet” (Tesler, 1991).The easily available smartphones and cheaper
internet plans, have made the erstwhile marketing go digital. The concept of artificial intelligence has gained a prominent
place in the digital marketing platform. Market giants like Facebook use artificial intelligence to look into the probabilities of
customers who can give in to the demands of the seller. AI works by combining large amount of data with fast, iterative
processing and intelligent algorithms, allowing the software to learn automatically from the patterns or features in the data.
With the trends in the past few years, we have realized how digital marketing has gained momentum and how important it is
for the growth of the businesses. AI has the following pros in the field of digital marketing:
5.1.1. Role of AI in Advertising:

Businesses capture the markets nowadays through online advertising. It is inevitable as well as important. People nowadays
tend to consume data through TVs, computers and mobile phones, thus businesses advertising online have an edge in
targeting a particular market. It’s very important that the right ads run through the right channel at the right time. This is
ensured by a very sophisticated system, powered by AI, called the “programmatic advertising”. Facebook and Google use this
method to target customers that who are more likely to take the desired actions on the advertisements. AI collects the user
data such as activities, interests, demographics, search history, buying history etc and analyzes them to choose the target
audience for the ads/brands. How often do you find the ads of the products you recently searched on online shopping sites on
other web pages? It’s pretty likely that you will definitely find one. This is what AI does in advertising.
Let’s take the example of Tata Sky. Tata Sky has used the Artificial Intelligence and targeted especially those people who pay
high amount of DTH amount per month. The higher the packages taken by the customers, more is the offers given by the
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company. One such offer is the Binge, in connection with Amazon Fire Stick which is offered to only those customers who are
high package getters and premium customers. This statistics is found by the company on the basis of Artificial Intelligence.
5.1.2. Highly personalized user content:

According to Evergage’s survey, 93% of the marketers agree that personalization helps to advance customer relationships.
Users always get glued to the websites if they find content or product or services or offers and products that are aligning with
their interests. The 2017 survey on personalization in real time showed that 33% of the marketers surveyed used AI to provide
personalized web experiences. And, when they were asked about the benefits of personalization driven by AI, 63% responded
that it increased conversion rates and improved the consumer’s experience. This is made possible through AI. It combines
large amount of data with fast, iterative processing and intelligent algorithms, allowing the software to learn automatically
from the patterns or features in the data. Nothing can beat the Artificial Intelligence capabilities and companies are
developing ways to use the tool efficiently.
The example of Star Bucks Coffee is worth a mention. StarBucks keeps a record of all the transaction and order history and
sends the regular customers personalized messages regarding any offers on the products they regularly offer. These ideas are
possible only by the fact that AI techniques exists and this definitely helps the companies to form a personal connection with
the company.
5.1.3. AI Powered Chatbots:

AI powered chatbots are smarter versions of chatbots and they can overcome the shortcomings of humans to provide great
customer service. Humans have limitations over machines and memory. These are eliminated by the AI powered chatbots.
Their availability is 24/7 and is also capable of retaining user data. They can respond to multiple requests at the same time,
thus increasing the efficiency of the business groups. They are capable of providing advice and suggestions. For example,
Sephora uses chatbots to provide beauty advice.
5.1.4. Web Designing:

AI has made the website designing easier than ever. You can design a website without going into the intricacies of HTML, CSS,
Javascript, etc. You don’t need a programmer to do the job. There are applications with AI incorporated in them. We need to
just provide information like content, layout, images etc, and the results are displayed in seconds. These tools make the
websites look professional and at lesser costs.
5.1.5. Email Marketing Campaigns:

With the growing online customer base, tailor made emails to be sent to each customer is not possible. The AI powered email
campaigning makes it easier to personalize email ads by applying collected user data and preferences.
5.1.6. E-COMMERCE:
It has changed the way we do the shopping today because all the product information, specifications, prices can be compared
at the fingertips. According to Creatingwebsitetoday, 71% of shoppers believe that they can find better deals if they shop
online rather than going to the store. The e-commerce giant, Amazon, uses AI. It takes into account the user’s buying history,
cart items, items liked by the user, items visited by the user from what others viewed or bought, etc. These factors are
considered to offer personalized product. According to Rejoiner, Amazon’s recommendation engine drives 35 percent of total
sales.
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However, there are two areas where the artificial intelligence can fail. Let’s consider the cons of the artificial intelligence
system:
1. ALGORITHMS CAN FAIL:
Algorithms are usually pretty good – assuming they’ve been tested enough and they have plenty of relevant, accurate data to
run on. But they can also go stupendously wrong, pumping out answers that will only get you closer to your business goals by
accident and the exactness is sometimes far away.
2. HUMAN INTERFERENCE:
AI pros and cons look pretty favourable, but the fact of the matter is AI still needs real people to function. Without help from
experienced humans, AI can only do a small fraction of the job at hand. Yes, it does that portion well – but the end results
aren’t strategic. Businesses won’t achieve much in comparison to a team using AI to its utmost potential.
Some of the tools for AI & Machine Learning tools includes:
a. Chatfuel
b. Wordsmith
c. Slyce
5.2. Special Reference to Chatbots
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The time has radically changed when computers were only meant for calculations and simple tasks. Keeping in mind the
dynamic environment that technology possess, the era of Artificial Intelligence has emerged as a means of outsourcing,
delegating and substituting human work. With the aid of AI, machines are made that can simulate intelligence and understand
humans. They are capable of performing labour work as well as complex computerised operations. Majorly noticed trends
among them includes neutral networking, human brain simulation, etc. Chatbots or chatter-bots are the examples of AI
system which respond intelligently when conversed.
Chatbots are on high expectations of the technology experts that they can dominate the market because the networking is
evolving to be more social accompanied with AI. They are also advanced enough to process the natural language and converse
in return, provides an edge to chatbots. They offer a wide range of services on the basis of which chatbots are categorised.
They are built using the algorithms or platforms and some other tools keeping in mind the requirements of the purpose
behind building them.
5.2.1. A Panoramic view of Chatbots

Processing of natural language became a boon for human civilisation. Today, we are surrounded, or to be realistic, dependent
on one or the other type of chatbots. From Alexa controlling through our voice to restaurant booking, ticket bookings, flight
tickets, inquiries and simple FAQS we are dependent on them. They are part and parcel of our daily life. Our recreation is also
relied and planned according to them as Google assistant helps in deciding places, Tesla can aid you for drive, Siri and Cortana
manage everything by living inside our phones and take and receiving commands and respond well to the commands.
We have crossed a substantial time period by jumping from ELIZA to Alice and then to Alexa. Today, due to the perforation of
social media and internet accompanied by advancements in artificial intelligence, not only are bots serving users over texts
but also, they are making way for conversational interfaces. A recent example could be Alexa that is voice based and
requires no screen.
With the launch of Slack and messenger bots, the case of chatbots has risen up. Let’s take the example of Facebook whose
bots have grown from 34000 bots in November 2016 to 100,000 bots in April 2017. Because of such increases, it is wise to
divert the focus of companies to bots for penetration in the customer base. Since people are mostly occupied by social media,
it would be easy to garner them if chatbots are intelligently used. This could help in less investment and more returns because
the interested customers would be easily targeted without any loss on frivolous advertisements. Users also do not have to go
through the impediment of downloading an app. They can simply text the bot on their preferred social media platform. Thus,
there is availability of services 24*7. Had this been for a human employed job, it would cost double or triple times to do the
similar job and train them accordingly. Though, bots have not yet acquired understanding at par with humans but they can get
the basic job done. Also, a human can always take over them whenever they get rammed. All these perks add to the
expectation that chatbots will soon lead the markets. However, there are certain drawbacks associated with bots. To be very
specific, bots run on instructions mentioned in the menu through which the user navigates in text. Secondly, most of the bots
have limited domain meaning that they are focused on one particular task and are trained for that field only, they don’t
respond to other instructions. Alexa and Siri are examples of such domain bots. Bots for restaurant booking, flight ticket
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booking, movie ticket booking are also examples of closed domain bots. Such domains can function by responding according
to the rules or can take aid of artificial intelligence.
It has been a prolonged prejudiced notion since the existence of bots that the closed bots are less helpful because they
provide specific and limited services and open bots, on the other hand, provide a wide range of information that help in
general sense. However, this is completely wrong to conclude because closed domains are specialised in their tasks and due to
these specialisation, they stick to that particular purpose.
Next in line we have the types of bots classified on different basis but this should be kept in mind that these classifications will
overlap because innovations in artificial intelligence has enabled bots to do multipurpose functions.
5.2.2. Types of Chatbots

It has been mentioned that chatbots are divided into two on the basis of knowledge or accesses: open domain and closed
domain. Further they can also be classified using other factors such as level of interaction, and method of response
generation. Here is the detailed categorization provide:
Knowledge domain
Service Provided
Goal
Response generation method
 Knowledge domain:
In this category the division is based on the knowledge they access or the amount of data they are trained upon. These are the
following classes under this category:
1) Open Domain: these bots can converse about general topics and respond in an apt manner according to the needs of
the user.
One example of such a Chatbot is the application Mitsuku, operated from United Kingdom. Any type of questions
can be asked and Mitsuku will answer the same accordingly. This Chatbot has been awarded to be one of the best
innovation of AI in the year 2018.
2) Closed Domain: these bots direct users to a particular knowledge domain and might fail to respond to other questions.
For example, a movie ticket booking bot won't tell the capital of America. It might tell you a joke or respond to
other basic questions but it isn't expected to do so since its job is to book the ticket.
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One such example is MakeMyTrip application which has a Chatbot by the name Myra for assisting people with travel
and booking related queries.
 Service Provided:
These bots are classified based on the sentimental proximity of the bot to the user, the amount of intimate
conversation that takes place and hence is highly dependent upon the task the bot is performing. The classes are as follows:
1) Interpersonal: These Chatbots are enablers as their job is to get information and pass them on to the user. Restaurant
booking, Flight booking, FAQ bots etc. lie under this category. They might remember information and preferences of the
user but aren’t obliged to do so.
IRCTC booking application Chatbot Disha is one of a kind of such Chatbots.

2) Intrapersonal: These chatbots function within the personal spectrum of the user such as chat apps like messenger,
slack and whatsapp and perform tasks that are related to such personal spaces like scheduling, storing the user's
opinion etc. They will understand the user like a human does. They are perfect example of those bots that understand
natural language.
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Google Voice Search option in the Mobile phone is an option of Intrapersonal Chatbots.
3) Inter-agent: these are prevalent in IOT dominant areas wherein two systems communicate with each other to function
and accomplish a task. They require inter-bot communication and thus a protocol for that is required.
Alexa-Cortana integration is an example of inter-agent communication.

 Goals:
Here the bots are classified based on the primary goal they try to achieve.
1) Informative: These bots provide the user with information that is stored beforehand or is available from a fixed source
using information retrieval algorithm. Usually, they refer to a static source of information example: FAQ bots.
2) Chat based/conversational: These bots interact to the user, like another human being. They respond correctly to the
sentence and continue conversation by cross questioning, evasion, and deference. Example: Siri, Alexa, mitsuku, Jenny, Tay,
Xaoice.
3) Task based: They perform a specific task and have a predetermined process for that purpose. They are intelligent enough to
understand the input. Example: Restaurant booking bots, FAQ bots etc.
 Input Processing and Response generation method:
They are classified on the method of processing inputs and generating responses using natural language. They are used in a
narrow domain where ample data is available to train a system. They use pattern matching which are rigid where outcome is
fixed and scenarios are imaginable.
Hybrid: These systems use a blend of rules and machine learning whereby they use flow chart for managing the direction of
interaction but provides responses that are generated using natural language processing.
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Such After sale service bots used by the companies are mostly Hybrid in nature and can serve the customers’ requirements
well.
5.2.3. The Potential Possibilities
It is completely wrong to assume the success of chatbots because advancements in AI are continuously increasing. Though
users are dissatisfied by the basic general information provided by the open bots but it is wrong to expect detailed
information from the bots. Closed domain bots, however, are providing the exact interpretations and come up to the user’s
expectations. With increase in technological arena, humans are becoming highly dependent on these bots and as a result their
expectations are hyped. But there is a promising future of the bots as they are subjected to algorithms and platforms that
enable them to do more tasks than what they were already doing. They have successfully become the companion of the users
and are somewhere expected to convey the deep queries and will definitely feel natural someday.
The above given image is a screenshot of a game by the name Ludo. Ludo is a virtual game available for download in the
Google Play Store. The impact of Chatbots are so strong that even games are influenced from it. If while playing ludo, the
person is busy or misses the chance, the chance is automatically played by the computerized Bot which will make sure that no
chance is missed by the player.
5.3. Magnetic Headlines
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A magnetic headline is one that attracts or draws the attention of the reader. Writing great headlines is a critical skill in itself.
This is the only way which can create an impression on the prospective reader. These headlines should be in the language of
the audience. The niche phrases are much more specific, and specificity makes for a much better headline. Further, better
headlines lead to better content when you write the headline first (copyblogger, n.d.). When an article or blogs are written in
the language of the audience, it attracts more readers and more relevant search traffic.
In digital marketing or otherwise, people want useful information and the result would be the promotion of such information
to others. When the headline is catchy, it attracts the readers to read the complete content. Therefore, businesses must focus
on headlines and promoting their brand. Magnetic headlines are paramount for content. If content does not possess magnetic
headlines, it does matter even though the content is good.
The reason as to why Headlines play an important role is that, the crazy busy lives of people. They have less patience to go
through the complete blogs or articles.
5.3.1. Impact of Magnetic Headlines

Creating catchy magnetic headlines is kind of simple process. The essential requirement is that there need to be keywords
which build up an article. The other requirement would be to explore various themes for the headlines. The author must be
clear as to the theme for which he is creating a headline. The main objective as the name provides is to make headline the
most attractive on the web page. When a reader finds a headline interesting, he attempts to read through the article and find
information. Every sector has its methods and approaches which follow in creating a headline.
For a magnetic headline to be attractive it must be clear, straight forward and to the point. The words must include creative
ideas and keywords to please readers. Most of the writers believe that a headline containing "how-to" would attract more
readers. E.g. how to find a cheap flight, how to lose weight, how to study? Etc. These have an impact on the readers. Tool like
Co-schedule headline analyzer can be great help to identify headline score & improve it.
There are certain situations where the headline created would not have created an impact on the readers. The general reason
is that the headline would not be in connection with the content of the article or that; it is not in terms with the theme
specified.
Integrating specific numbers and data into your headline is an effective way to make your headlines more enticing to readers.
Several research studies have shown that headlines with numbers tend to generate 73% more social shares and engagement
(Patel, n.d.). Therefore the number plays an important role in creating a headline.
Example 1: In the following picture it can be observed that the headlines consisting of numbers are easily attracted. Science
also provides that headlines including odd numbers are catchy to eyes.
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Example 2: Flowing is the image which shows a difference between a boring and magnetic headline of a travel industry
5.3.2. Uses of Magnetic Headlines

Magnetic headlines are the most convenient form of communicating or reaching out to people. They help the business to
market their products and services and increase the total number of consumers. Therefore, while creating a headline, it must
provide a strong reason as to why the consumers must read their content. The following are the examples of using a rationale
in a headline. This appeals and increases the number of readers.
Example: 5 ways to attract a girl.
Example: 7 signs that your crush likes you.
According to Neil Patel, urgency is the key element while creating magnetic headlines. Urgency-based headlines will always
grab attention because it makes the reader anticipate what comes next.
Example:
It is important to note that the headline must be unique. It means that it should be different from others. Unique means one
of its kinds. While writing magnetic headlines, be it for marketing or for any other purpose the aim must be clear and specific.
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An unambiguous and precise magnetic headline gains a lot of readers. What the readers require is that even complicated
issues are made easy, reliable, and simpler. According to Neil Patel, adjectives will help in giving a boost to content. This
makes the headline more attractive. Apart from using adjectives, content writers focus on the emotional aspect of the
readers. Some headlines use this method to impact and appeal the readers towards its content. e.g.: Amazing, faith, miracle
audacity etc. Such words connect with readers and increase the goodwill of a business or a brand.
Summing up, a magnetic headline has a great impact on the readers and also increases the customers. Therefore, the headline
must be unambiguous, practical, helpful and advantageous. Whenever a reader reads a headline he/she must be satisfied
with the result and that their problems may be solved. While writing a blog, the writer must keep in the mind to include all the
data and information which would be influential and helps the reader to find the expected result. The main objective must be
to attract more of readers to a concerned blog or article. Words have great power and the content writer must use them
wisely.
5.4. Google Ad words and a brief overview
There’s a lot to be said about online advertising and the wide opportunities it’s got for any determined marketer. Indeed,
online advertising promises to deliver a better customer interaction, the possibility to track the user’s behaviour in real-time,
an accurate reporting of the ad results, and much more. Even so, one of the most important advantages is the ability that
advertisers have to deliver targeted ads to their audiences. Indeed, the main goal which stands before today’s advertisers, is
to reach the right customers at the right time.
In this sense, Google’s advertising program – Google Ads – helps you to effectively reach users online. Moreover, it allows you
to offer concrete solutions to your potential customers, also Google ads helps you create an additional presence online.
Google Ads is Google’s online advertising program. It allows users and companies to advertise and reach audiences that are
interested in the products and services they offer on Google’s Search Network as well as their network of partner websites
and advertisers at Google ads pay only per results, just like in the world of affiliate marketing.
When someone clicks on their ads and watch the video on YouTube, visit their website or calls them only then the ad is
successful.
Advertisers are able to reach their target audience with Google Ads by paying (bidding on different criteria) to have their ads
placed at the top of the search results page, or get displayed on other websites within Google’s networks.
5.4.1. How does the Ad Words Auction works?
It all starts with a query. When someone searches on Google, Google looks at Ad Words organizers pool and determines
whether there will be an auction. If one or more advertisers are bidding on keywords that Google deems relevant to the
search query, an auction is triggered.
Advertisers identify keywords they want to bid on, how much they want to spend and create groupings of these keywords
that are pair with ads. Google then enters the keyword from your account it deems most relevant into the auction with the
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maximum bid you have specified as well as the associated ad (you can only have one entry into any query auction from your
account ).
5.4.2. How does Google determine which Ad is shown where?
Once you are entered into the auction, Google looks at two key factors to determine where your ad ranks: your maximum bid
and your quality score, the best combined CPC Bid * Quality score (a metric to determine how relevant and useful your ad is
to people) gets the best position. This mathematical calculation that uses a variety of different factors to ultimately determine
the ad words position is the Ad Words Ranking Algorithm.
While there is no quick fix, magic bullet solution for improving Ad Rank, there are some optimizations to improve quality
score. As quality score is a fundamental element in the overall Google Ad Words ranking Algorithm, this can help improve your
rank sooner rather than later.
5.4.3. How does Google determine what you pay?
You pay the minimum amount you can pay for the position you win if your ad is clicked on.
Your Price = (The Ad rank of the person below you/your quality score) + 0.01$
The auction gets run billions of times each month. The results are such that users find ads that are relevant to what they are
looking for, advertisers connect with potential customers at lowest possible prices and Google makes in billions of dollars in
revenue.
5.4.4. GOOGLE AD CAMPAIGN
A Google Ads campaign is a set of one or more ad groups (ads, keywords, and bids) that share a budget, location targeting,
and other settings. Campaigns are typically used to organize categories of products or services offered by an advertiser.
Items that can be set at the campaign level include bids, budget, language, location, distribution for the Google Network, and
more. Large advertisers typically create separate ad campaigns to run ads in different locations or using different budgets.
Campaign types
Campaign types are centered on Google's advertising networks: the Google Search Network, the Google Display Network,
YouTube Network.
These networks make up all the places where your ads can appear, including Google sites, websites that show relevant Google
ads, and mobile sites.
You choose a network setting by selecting a campaign type for your campaign. The API supports the following campaign types:
 Search Network with Display Select
 Search Network only
 Display Network only
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 Shopping
 Youtube
 Application
 Smart Campaign
You can use the API to create and manage campaigns optimized for different marketing objectives:
 Universal app campaigns
 Mobile app engagement campaigns
 Dynamic search ad campaigns
 Smart Display campaigns
 Call-only
Campaign subtypes
Campaign subtypes in the Google Ads UI, such as Standard and All features, help UI users find relevant campaign options, but
there is no corresponding attribute in the API's Campaign object. This UI column is similar to the Advertising Channel
Type and Advertising Channel Sub Type fields in the API, but there is not a one-to-one mapping between these fields
and Campaign subtype in the UI.
For example, a Search-only campaign created via the API will always be an All features campaign from the UI perspective.
Next steps
See the guides below to get started with the following campaign-related tasks:
 Add a budget.
 Set a bidding strategy.
 Create mobile app or Shopping campaigns.
 Target campaigns based on location.
 Remarket to users who have previously visited your site or who are in your CRM databases.
 Create draft and experimental campaigns to test different settings and scenarios.
Code examples
The Basic Operations and Campaign Management folders in the client libraries contain code examples for adding, configuring,
and managing campaigns. The code examples take care of a lot of the background tasks for you, and are the easiest way to get
your campaigns up and running.
AD EXTENSIONS
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Ad Extensions are additional pieces of information that expand your advertisement to make it more useful to users. Ad
extensions typically include telephone numbers, additional links from your website, seller reviews. You should select ad
extensions that will help your advertising campaign to better meet your business goals.As a general rule, there is no additional
cost for taking advantage of ad extension options.
Some ad extensions are automated, which means AdWords automatically adds the extension information to your ad and
these include click to call and automated calling, site link extensions. Other ad extensions are manual, meaning you can
choose to customize your ads according to your own preferences.
How they work
To maximize the performance of your text ads, Google Ads selects which extensions to show in response to each individual
search on Google. For that reason, it’s a good idea to use all the extensions relevant to your business goals.
By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That
means you tend to get more value from your ad. Extensions often increase your total number of clicks, and can give people
additional, interactive ways of reaching you - as with maps or calls.
Many extension types require a bit of set-up—those are manual. Some extensions are added automatically when Google Ads
predicts they’ll improve your performance—those are automated. No setup is required for automated extensions, so they
don’t show up among your options when you’re creating manual extensions.
When extensions show
Adding an extension won’t guarantee that it will show with your ad all the time. Extensions show with your ad when:
 The extension (or combination of extensions) is predicted to improve your performance.

 Your ad’s position and Ad Rank is high enough for extensions to show. To show extensions, Google Ads requires a
minimum Ad Rank. (Ad Rank calculations factor in your extensions).
Learn more about when extensions show. To keep track of when your extensions show See extension performance. Finally,
you can find instructions to make your extensions more likely to show.
Cost
There's no cost to add extensions to your campaign. Clicks on your ad (including your extension) will be charged as usual. (The
exception is clicks on seller ratings, which are not charged.) So you’re charged for a click when someone calls you from a call
extension or when someone downloads your app from an app extension. Google Ads charges no more than two clicks per
impression for each ad and its extensions. Learn more about extensions and actual cost-per-click.
GOOGLE AD TRENDS
Some key opportunities and challenges expected to see from Google Ads in 2019:
 Search engine marketing (SEM) has been a game-changing marketing tool for companies for the last ten years. But
today, creating a simple ad is not enough to keep driving traffic to websites. Search has become so complex that it is
prohibitively difficult for the average individual to create a successful search ad.
 To create a really profitable campaign today requires a considerable amount of prior Google knowledge and experience;
this new complexity in Google Ads will now force general marketers to seek out an agency that specializes in Google Ads
for help.
 An estimated 95% of the billions of dollars in sales revenue that Google produces (projected to reach the $100 billion
mark by 2019) is generated from their advertising products. If Alphabet generates record breaking revenues from ads, it
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probably means that more and more companies are placing ads. It also probably means that company spending on
advertising is at an all time high. If so, expect the competition for ranking and the price of keywords to also reach new
heights.
This perfect marketing storm would have financial consequences. Five years ago, if you had a marketing budget of a
thousand Euros and you invested one to two hours in ads each month, you would have certainly have recovered your
investment in terms of both time and money, probably many times over. Those were the days of easy money in search.
In 2019, search is a much more crowded space as advertisers jockey for best position – this will make it increasingly
difficult to succeed with Google Ads without a substantial budget.
5.4.5. Some Practical Steps of Forming Google Ad Words

Theoretically a lot can be said about Google Ad Words but without a practical explanation of how they work is given, the true
sense of all the campaigns, types, sub types and processes cannot be fully understood.
There are basically some steps which is useful when it comes to making an Ad Word utterly successful and they are as follows:
a. The technique of FOMO
FOMO means ‘fear of missing out’ and this tactic is used by companies by providing a certain offer for a certain
period of time and add this time boundations together with the advertisement. So when a person searches
something, the time limit is also shown as an additional information which creates a feeling of missing out in the
mind of the customer and one will definitely try and buy the product.
The highlighted portion above shows the example of FOMO.
b. Extremely Specific
Becoming extremely specific while posting ads is yet another way adopted by companies and in which success has
been enormous. Specificity may mean anything, starting from a price tag or a clear description of the product to
the discount offered on the product or all combined. It is no doubt that more the advertisement is specific, more
will be the impact it will create on the minds of the customer.
For instance, the above given image is an advertisement posted by Airy club, a USA based store which has very
specifically put an advertisement which says both the discount, the product price and the categories from where to
choose the same.
c. Add a pinch of Localness to the Ads
A demographic location or a sense of localness to the advertisement is also a way through which customers get
attracted, particularly those who are near to the demographic location which is talked to in the given option.
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Check the above image, where the advertisement consists of the place of operation Denver and the address of the
store. The same also gives details about the operation time of the store and this enables the customer ease and
one do not have to search more to find the timings separately. The location based details are easy to add and can
be added if the company has a business account with Google and one has to click simply on Location extension.
d. Highlighting the Benefits
Another common way to attract customers is through promotion of benefits which is commonly found. Why
choose us? etc. are some phrases which is used by companies in descriptions and in the same way such things can
be highlighted even in an advertisement.
In this parlance, saving up to 70% is a parameter and customers do fall for such discounts which might be on a
higher side as compared to the other companies.
e. Include Customer Based Reviews to support points
Many companies have also started using reviews and customer points in an advertisement to win over the trusts of
the other customers. This has become a very common phenomenon.
The option of the rating, the number of stars earned on the basis and the number of reviews are also indicative of
the performance of a company and by adding such features, the company will definitely gain the trusts of the
public or the target group.
Google Ad Words are undoubtedly an important part of Digital Marketing and advertising is an indisputable subject which is
used by almost all the companies who are involved in adopting to the techniques. There are currently two methods namely
cost per click and costs per mile for paying outs on Ad Words. The former one is simple and is calculated on the basis of the
clicks and the latter one is calculated according to the impressions created by the advertisement. All this sums up the details
of Google Ad words and the methods of it used in a practical sense.
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TIME FOR QUESTIONS
A – Answer the Following Multiple Choice Question

1. Best method to retarget people who snagged with your brand
a. Run video ad
b. run canvas ad
c. run campaign with custom audience
d. run campaign with fresh audience
2. .com, .in are part of-
a. MTNL,
b. BSNL,
c. STLD,
d. TLD
3. Android extension is
a. .kap,
b. .akp,
c. .Apk,
d. .Pak
4. Amazon Seo Algorithm is called as –
a. Alexa,
b. A9,
c. B10,
d. none of the above
5. Penguin Update was related to-
a. Quality content,
b. affiliate heavy links,
c. back links,
d. mobile friendliness
1. AI is now flourishing market. How it is transforming Digital Marketing?
2. How Students/Marketer can incorporate Artificial Intelligence in Overall Marketing strategy?
3. Research about any 5 companies/startups who have successfully implemented Artificial Intelligence in their business with detail
explanation.
4. Students/Marketers – Make Facebook chatbot for your school/college/startup/business with minimum 8 questions using tool chat fuel &
present it in front of class/team members.
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Chapter 6: An Outlook on the current Digital World
If one asks you what does media include? What you would say, the usual Instagram, Facebook, Twitter etc. but the questions
arises that what actually does these platforms consist of, how the Digital World operates and then the answer would be that it
includes certain tools like pictures, videos, and boomerangs which are the real success for media.
Pictures and videos add life to a post, the colours affect the perspective for everything. And nowadays, with the advancement
of technology, everything can be changed entirely.
The power of visual interaction is the strongest of all when it comes to marketing because customers remember what they
saw rather than what they heard. This is the soul of today’s marketing. In light of this statement, here is the explanation as to
why a marketer should engage more and more visual presentations in his marketing strategies. This covers photography,
video options, vSEOs, live streaming and their respective advantages.
6.1. Photography
Customers want creativity, thus, are impression-hungry when it comes to convincing. A picture speaks thousand words
therefore it is no wrong to state that customers can be easily drawn by way of photographs. Photographs are the best medium
for quick and catchall impression making. Modern marketing is a kind of garden, the more beautiful flowers (products) a
marketer has, and the more customer base he receives. Photos cater to the needs of this fast going tech-savvy generation that
needs everything at once. Furthermore, there is a bunch of perks associated with photography which makes it as an effective
means of marketing.
1. Garner attention- it’s a fact that photographs reaches faster than verbal communications. They grab more attention as it
get registered within moments in the minds of spectators.
2. Combination of verbal and written messages- photographs with relevant captions can help in offering what you have
and what customers want. This compiles both the skills to address the two-fold need in the market.
3. Sharing is caring- today, everything circulate by the ‘share’ option in a very short span of time. If this circulation can be
used wisely, it would help in building brand name and reaching far-fetched audience.
4. Builds trust. Humans are conditioned to make snap judgments, sometimes on a subconscious level. A professional
appearance, including a well-taken photograph displaying a product or service in context, builds trust.
5. Mobilises sale figure- there exist a direct relation between visual communication and the sale figures. Attractive
photographs reach more people, get shared and improve sales.
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The above image pertains to the one put by 99 Acres, a real estate company. 99 Acres markets all the properties available for
selling as well as renting through images. The photographs uploaded by the company is sought to be very trustworthy and
even advertisements states that “one can search for a property sitting inside a house with just mere finger touch.” These
facilities are popular only because of the photographs uploaded by owners or dealers and this technique has helped
companies to pitch any product of theirs in front of the customers and pictures have always been successful in winning hearts.
6.2. Video Options
Videos provide a detailed story to a collection of pictures. It makes them alive. Social media platforms like Instagram,
YouTube, Facebook, etc. offers a spectrum of video options using which simple videos can be made attractive, interesting, and
relevant. In order to reach the potential customers, it is wise to employ all the features that these social networking sites
provide. This in turn helps in expansion of the business, brand building, promoting, etc. as simple photo posts do not suffice
the business promotion requirements. Some of the options to make your videos more interesting and indulging are:
6.2.1. Posts
Simple video posting on any of the social sites is the primary step towards promotion. On some sites, videos automatically
play even without tapping. This could convince users even when they unintentionally ignore the posts. For this reason, the
initial glimpses of the video should be attention-grabbing.
Creative videos are appreciated and shared. In this era of connectivity, sharing can help get existing and the potential
customers and reaching the nooks of the world.
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Simple Video Posting has been adopted greatly by ‘Knorr’, the soup making company. They posted a simple video which
touched simple human emotions like love, family and affection and the result was huge as more than 30 million people shared
the video. The video also had quiz questions for viewers which further enhanced the views of the videos.
6.2.2. Stories
Stories are an alternative to posts for keeping videos available for a short span of time. This feature can be used in stock
clearance or when there is a launch of new products. They remain for 24 hours and then disappear. It might seem a bad idea
as they don’t last long but once the brand name is established, it helps in grabbing quick attention and immediate sale.
HIGHLIGHTS
One can share videos and photos of products on stories and then keep them in Highlights option to make them last longer.
Viewers who missed stories or wants to see them again can visit the business profile and check in highlights.
In this parlance, one example one cannot ignore is the ‘Minimalist Baker,’ a USA based group who offer every different type of
recipe and food items to people. They have a great sense of responsibility towards public and makes sure to make all the
information reach out. They have taken the platform of Instagram and share stories everyday with new recipes and just with a
swipe up, one can get to know the recipe of new food items and enjoy them free of costs. The founder Dana Shultz has taken
care of everybody’s needs and provides vegan dishes.
6.2.3. Short Commercials
A commercial video highlighting a specific product can provide chapter and verse of your range of products. They are longer
than the clips because they are descriptive in nature. They might evoke emotional connection among viewers because
focusing on one product will tell them how everything is done to get the job done.
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Alibaba can be quoted in this section as an example as the company keeps on updating new products with new videos and
commercials smaller in time and promotes the products. In the above given video, they have promoted Winter Olympics of
2018 with small town athletes.
6.2.4. Create DIY How-to Videos

The beauty industry is booming because of this new trend of creating How-to videos. The person in the video tells or enacts to
the users on the usage of that product. This helps in keeping the customer base intact because they would be made aware
whenever a new thing is launched which needs instructions or a demonstration on how to use it.
One company which is worth a mention using such marketing practices is ‘HowToBasic.’ The company is based out in Australia
and as of today has more than 19 million followers. The team puts up videos of ‘How to’ on various topics and this has bought
in a huge customer base as one can view all these videos free of cost which has been a great marketing strategy.
6.2.5. Giving Insights
In order to give a quick presentation of all your designs, products, their manufacturing, storage, etc. a short video of insights
can be made and posted so that the customers become aware of all the activities in the business and trust them. One can
show them what a day looks like from the perspective of an employee at that business house. Such videos are called company
culture videos.
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Vistaprint is a company offering various products like visiting cards, pamphlets, personalized diaries, pens, and other
stationery items. They have at the most used many social media platform like Facebook, Twitter etc. and post employee based
videos in their site which is one way of marketing the products. The employee culture has created a boost among other
employees looking for job and even after seeing such videos of entertainment, many people are ready to even join hands.
6.2.6. Time sensitive offers
Asking customers to use certain hashtags, story shares, specific comments, etc. and in return giving them coupons or discount
encourages sales. They get an incentive to visit business profile and perform activities.
Chemical Guys, a USA based store manufactures the best of car polishes, paints, wax, car kits etc. They keep posting time
based offers and this makes the customer a little more aware. The time based offers are even in forms of videos which states
certain dates for certain products which is a deadline to get the product.
Some tools for video marketing are:

a. iMovie
b. Powtoon
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c. Animoto
6.3. VSEOs
Simply making videos would not serve the purpose but making it accessible at the earliest will do the requisite job done. Video
search engine optimization or vSEOs mean that a video gets indexed on top of the search results whenever keywords are
used. This has all the advantages that a video posting has, additionally, it makes your video on top. There are certain things to
be kept in mind like:
 A right platform to post the video where users are easily directed.
 Attractive and easy to find captions or hashtags.
 Make the relevant video
 The video should be the centrepiece of the page
With all these and some unmentioned details, one can easily employ SEOs to make his video on top of the search results. This
reaches those who are unaware of the brand name but search in the direction that leads to ones products.
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There are certain ways through which a VSEO can be successfully used and they are as follows:
a. Making use of techniques and software like JSON-LD comes handy when an unstructured data can be converted with
ease to a structured way making the video content worth watching
b. Adding captions along any video is a useful trick as the contents helps watchers to understand what the video is about.
c. Using great thumbnail images is a mandate as only then the customer base will get attracted to and make everything
beautiful.
d. Title and the description of the video must be taken care of and the coverage should be of something great and
interesting.
e. While posting videos, the only one thing one which the sole reliance must not be based is SEO. The videos should also
focus on advertising and promoting their products or services uniquely to reach more and more public.
6.4. Live Streaming
Live streaming is a great tool when it comes to the digital developments and enables people to watch everything live in action.
Live streaming is one of the most powerful tools of digital marketing which any business must utilize. When live streaming tool
is used, more people would want to watch. In certain circumstances people would prefer watching video contents rather than
reading. It is to be noted that 80% of the crowd would watch video, which explains about the products and services than
reading normal posts.
When broadcasting a live video, it is suggested to make users aware of it beforehand in order to garner maximum attention
and give interested viewers a chance to tune in. though an option of watching those videos is available but interaction on real-
time basis would be anyway beneficial. Below are some of the advantages related to live streaming that shows why live
streaming is a good marketing tool?
 REAL TIME BASIS
Live streaming is done on real time basis which makes both the users and the business houses available at the same time and
communicate with respect to products and services. The communication can take any form be it informative, interrogative or
interactive.
 AUDIENCE ENGAGEMENT-A GENUINE ONE
Live streaming is a great opportunity for the skeptical minds to enquire about anything and everything. This helps in engaging
audiences and interacting with the existing and potential customers.
 Q&A SESSIONS AND THEIR EXTENTION
Live streaming provides fun by creating Q&A sessions wherein all the doubts are immediately cleared and visual presentation
are made for better clarifications. Sometimes, users are given a choice of mailing or texting the question if they miss it in the
session so conducted.
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 FOR THE LAUNCH OF NEW PRODUCT
Drummed up excitement can be created by releasing a teaser clip which can provoke a desire to see the launch in the
audiences. Live streaming makes it possible for the people sitting in homes and offices to attend from that place and enjoy the
launch.
 NO TIME BOUNDATION
Videos and stories are time bound on the other hand live streaming is a midway of entire videos and momentary stories. It
provides a limitless opportunity to do all the creativity to present oneself.
Hotstar is one of the best example of the companies which has used Live Streaming to gain huge popularity and real time
business. Hotstar bought the rights for many cricketing channels and other sports channels to telecast all the current shows
and sporting events. For the same, Hotstar has improvised with various packages ranging from Rs. 399 annually. This Live
streaming options has bought in huge sales for the company and now one can watch all sports events at the convenience of
sitting at home, office or even while travel.
One of the best tool for Live Streaming is OBS Studio.
6.5. The Concept of Online Lead Generation
While considering the marketing context, lead generation is the process of tempting visitors so that they visit a particular site
whereby increases their interest and willingly provide information beneficial for the company. There are certain purposes
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behind creation of leads which are list building, e-newsletter list acquisition or for sales. The primary objective of marketer is
generation of leads which are high in quantity as well as in quality. It has been believed that lead generation is an art in which
one needs to master it so as to generate more and more high-quality sales-ready leads. Albeit, it is no wrong to say that it is
more of science than of art reason being that it is based on a systematic approach, a well-defined process, best practices,
continuous testing and constant improvement.
Lead generation has become an inseparable part of this fast moving competitive marketing world and considered as one of
the oldest online marketing strategy. It is the barometer of the success. The number of leads is directly proportional to the
success of the business. All aspects of marketing like creating brand awareness, building relationships, boosting conversations,
etc. are aided by the generation of leads. Considering the annual IAB / PwC Value of the Online Performance Marketing
Industry study conducted in 2014, online lead generation (OLG) accounted for £1 billion worth of sales through 30 million
leads generated and returning an average ROI of £8 for every £1 spent. These figures serves the purpose behind designing
strategies to boost sales.
WHY LEAD GENERATION IS NEEDED IN BUSINESS?
It is impertinent to note that when it comes to taking business on sky-rocket success figures, one needs a queue of sales-ready
and high-quality leads. It helps to figure out the interests of the customers and thereby targeting them by offering what they
want. Lead generation is a comprehensive process involving creating awareness about the brand, persuading interested
customers and making sales. However it should be noted that different buyers have different levels of interest and their
interest level may vary from products that are non-existent or sales ready. The task of leads hereby involves devising distinct
strategizes for the customers based on their interest level to attract them by offering exactly what they want. A study
conducted by Marketo reveals that businesses with strategic lead generation achieve 133% greater sales revenue. In addition,
sales companies that practice mature lead generation strategies spend 73% of their time selling as against companies without
mature lead generation strategies where sales reps spend only 57% of their time selling. Considering these figures, it is clear
that by using more mature lead generation strategies, one can sell more and generate more revenue for the business. But the
rise of social techniques and overabundance of information readily available online has changed the buying process. Now,
marketers are faced with the impediment of constantly finding new ways to reach out to prospective customers and grab their
attention. Around 41% marketers believe that their highest marketing priority is to generate more leads. However, converting
a large amount of prospective customers into their lead generation funnel is easier said than done. A recent study states that
78% marketers struggle with lead generation and more than 60% marketers say improving lead quality is their biggest
challenge. To understand the process of pushing the prospects through the lead generation funnel, it is important to know the
four major components of this process. These are:
 Landing Page
 Lead Capture Forms
 Offer
 Call-to-Action
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Integration of these components with the lead generating strategy, one may drive customers to his site and start generating
high quality and sales ready leads. A brief understanding of as herein provided.
LANDING PAGES
A landing page is in a form of a web page that serves as the entry point for browsers who click on banner ads or social media
links so that they can directly reach the actual web page of the product so advertised. These pages are useful in garnering
leads. Tools like instapage, elementor, unbounce, Pagewiz etc. can be a great help.
It is believed that companies with more landing pages get more leads. Quite naturally, landing pages are the most critical
elements of lead generation process as they help in directing website visitors to better targeted pages and enabling lead
capturing at much higher rate. Herein are some tips to optimize landing pages for maximum lead generation with minimum
efforts:
1. Use focused Images.
2. Copy - Use short landing page copy and keep it action-oriented.
3. Pop-ups – Keep pop-forms short and crisp and do not let them slow your page.
4. Headline - Use powerful and specific headlines.
5. Call to Action - Select contrasting colours and use bigger buttons.
6. Design- Proper formatting like use of consistent design and navigation.
Just look at the landing page of ‘Shopify’ who have used simple and small sentences. One may fall for its simplicity as there is
nothing a person needs to do and spend minimum time. Only by entering the email address, one can reach and gather all
information about the entire site or product.
CONVERTING LEADS INTO SALES
A mere process of going through the lead generation funnel would not suffice conversion of those leads to sales. Here are
some tips to help your business convert more leads into sales.
 Offer incentives like discounts, free offer, gifts, etc. because this pushes the leads through the funnel due to temptations
being provided.
 Without wasting time, ask leads if they want to purchase before your competitors because that is the reason behind all
the marketing strategies.
 Build trust through social proof, specifically reviews from your current or previous clients. It is always better to show
authority so as to avoid any misleading.
 Write well-researched and relevant blog content and eBooks. This shows that you are knowledgeable in the market and
in the various products that you’re selling, then they will believe in your ability to provide quality products. This can be
outsourced to some marketing agencies.
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 Another step is to let leads go through a qualification test whereby they are evaluated on the basis of marketers need
because leads are of three types namely Information Qualified, Marketing Qualified and Sales Qualifies Leads. And then
after this, convert those leads who do not qualify into sales by email marketing strategies.
 Email nurturing is another tool which helps in nurturing the leads because they will get regular emails from a company
which will make them aware of its working. Regularity will make sure they remain connected.
 Give them incentives to increase their Return on Investment by making sure that your goods and products have a
potential to keep them with you.
 Answer leads through a great FAQ page on your website. This will keep them engaged with you and will eventually help
in building trust.
 Introduce deadlines for communication or reply from leads within a reasonable time so as to avoid unresponsive leads.
 Make follow-up email or phone calls immediately after they go through your web page and ask them if they have any
doubt or what are their interests, what they were looking for, etc. this will keep them intact in the mood of purchasing.
 Use catchy content for the mails. Redundant, aggressive, verbose, etc. content will distract leads and you won’t stand
out by that.
Evernote is a trending application for all mobile users downloadable in Android and ios applications. One can make notes with
ease by using the Application. Check the above image for the lead generation trick they follow. Signing up is free, they have
‘Business Account’ and one can even log in with existing Google Account. On the left side are briefly written benefits of the
application and one can with ease write down notes even while using any other application which is one of their greatest
marketing strategy and punch line. Right tricks are needed to convert leads into sales.
CAMPAIGNING
Lead generation takes place, primarily, through campaigning. This process of campaigning involves identification and
classification of prospective leads on the basis of probability of turning them into sales prior to making calls The purpose
of lead generation can vary from the diversified goals of the businessman which can be to convert such leads into sales or use
them for creating awareness or for FAQs so as to involve other visitors. An organised formal system is used to keep leads by a
marketing team that wants success in this conversion process. There are certain ways of campaigning in the form of tools and
software which can aid in this process.
 Customised CTA Templates: Customizable call-to-action (CTA) templates in PowerPoint can be used to create clickable
CTA buttons on blogs, landing pages, and elsewhere on the site.
 Software Tools: there are certain free tools from HubSpot which enables the use of insight feature like scrape any pre-
existing forms and add those contacts to the existing contact database. Additionally, it create pop-ups, hello bars, or
slide-ins called "lead flows" that turn website visitors into leads immediately.
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 Mapping visiting behaviour: Hotjar has a tool called heatmap tool which creates a color-coded representation of how a
user navigates your site which helps in understanding what users want, care about, and do on the site. It records visitors
visiting behaviour and thus help in gathering information on the lead generation forms, feedback forms and surveys, and
more.
 Form-Scraping Tool: A form scraping tool combines the data of the leads with the existing contact database through
submissions on the website's existing forms.
Apart from the abovementioned tools/software, there are other alternatives as well that have distinct features offering varied
facilities to marketers in furtherance of conversion of prospective leads into sales.
Check the above image. Here the website Esquire offers a column where one simply needs to enter the email address and
instantly with the email verification, one can start watching movies at the go. These marketing strategies makes it easy for
customers to choose such companies and leads are very easily converted to sales.
ANALYSIS
Now, let’s look at some analysis of the campaigning procedure and how can this be optimised and make it successful:
 Creation of offers for customers at different stages: it is to be noted that not all site visitors are at the same stage
where either they are ready to buy or wants demo prior to purchase. In order to appeal to customers at all levels, it is
necessary to provide offers differently according to their needs.
 Focus on leads that seem uninterested.
This would be a narrow approach towards conversion if the focus is put only on the leads who move further in the
funnel. If the attention is not paid to the ones who do not wish to move further or buy products then they might never
come back to the site. Hence it I necessary to offer incentives, making CTAs, etc. to them as well. In order to take
personalization further, Smart CTAs can be used as they detect a person is in the buyer’s journey and display CTAs
accordingly. Personalized CTAs convert 42% more visitors than general calls-to-action.
 Keeping promises and meeting expectations.
After building trust, it is the onus on the marketer to deliver exactly the same thing that the customer asked. Promises
kept brings lump sum leads to the site and eventually whooping sales turnover.
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 Make sure that CTA is linked to the landing page.

There is no point in CTAs if the visitors aren’t reached to the landing pages. It is also to be made sure that they reach the
relevant landing page and not always the home page.
 Involvement of all teams
Align the marketing and sales team to move a lead through the funnel. Keeping the teams involved will increase the pace
of work. Also, be open to evolving your relationship with sales and how you guide leads along your funnel.
 Strategized use of social media
Social media play a vital role in bringing leads as these platforms are widely used by everyone and everywhere. A mere
fault can divert or lose the leads. Use them to remain connected with the existing leads and for propagation of your
brand.
 Dynamic dimension
Since the world is changing at a rapid pace, it becomes vital for the marketers to match the changing demands. Targeted
customers should be studied periodically to keep them intact.
Justdial is one company which has used a perfect marketing strategy to convert leads into sales. To search any number of
merchant, shops, service providers etc. one does not need to pay or register. However, when we get used to checking
numbers and location details with them, and try to create our own profile, a minimum amount is charged which is auto-
renewable. All these features enables Justdial to convert simple leads to sales and packages are sold. Also, since most of the
services are free of cost, people visiting the site are too many.
Some of the tools of Lead Generation are:
a. Elementor
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b. LeadPages
c. Unbounce
6.6. Online Reputation Management
As the title suggests, ORM or Online Reputation Management is a way through which companies maintain their digital
reputation or company pride. ORM is one way through which companies are identified and if the products are good, it directly
boosts the reputation of the company. According to Techopedia, Online reputation management (ORM) is the practice of
crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet.
It helps drive public opinion about a business and its products and services.
The reason for which Online Reputation Management is considered important can be understood by the following points:
i. Reliance on Digital Research

Today’s Public is very intelligent and have an intellectual mind set towards everything including purchases. Before any
buying any product or availing service, they do a lot of research over the brands and from the reputation, one may
choose the best.
ii. Ignorance can lead to loss
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If companies ignore online presence or a good reputation in the digital world, they tend to lose sales as most of the
public are digital especially the youths. Also, if the companies have a bad review but may offer good product, even
then the chance of sale getting down is higher as all these parameters matters.
iii. Direct connection to Site Rank
ORM is also directly proportional to the ranking of the site. If the reputation is high and good, more and more
customers will visit and this will directly increase crowd on the site, making the site more popular.
iv. An option of Feedback
Having a good ORM denotes a good customer rapport. Customers feel free to discuss product reviews and give
feedbacks or suggestion. This enables the customers to get more trust and belief on the company as well as its
products.
Just check with the example of Nike in the parlance of ORM. They have made a separate account on the name of ‘Nike
Support’ which is only to resolve customer issues. Nike has a separate Twitter account known as @NikeSupport, which is
purely dedicated to handling customer queries. This has created a further trust on companies and people believe that more
such services, more will be the reputation and more is the reputation, the sales will be definitely more.
Some of the great tools for Online Reputation Management includes:
a. Rankur
b. ReviewPush
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c. Trust Pilot
d. Sitejabber
6.7. Ethics and social responsibilities in digital age
Digitization is transforming not only business landscapes but also the world of work; it has redefined the boundaries of
distribution, production and consumption. Digitization has created tremendous opportunities in the field of new products,
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processes and techniques have emerged, but along with the opportunities it has also created threats, as it paved the way
towards new challenges to employers and employees. The overall consequences on labour markets are, highly uncertain,
which is reflected in the wide variation in the outcomes of the existing research. The government responses appear to be
reactive rather than proactive, and targeted towards mitigating the side effects of digitalization instead of aiming to reap its
potential benefits.
6.7.1. Impact of digitalization on employment

Digitalisation had transformed the existing jobs, demanding new skills to carry out new tasks, which may imply that the
current work force has to be retrained or replaced by workers who already have these skills. Digitalisation although has
increased the new jobs, while other jobs become redundant. These dynamics are not new. There are many instances where
new technologies, like steam engines and electricity, have shaken up the world of work before. In the past, technological
progress had led to a contraction of labour demand before it started generating new jobs.
The basic question now arose is that whether this revolution will have similar effects? Various studies has taken place which
stated that estimate job creation and destruction resulting from digitalisation in traditional businesses and industries. Thus
Results may vary widely and depend on the methodology applied and the countries examined. Estimates are generally take
into consideration the potential number of routine and non-routine jobs that can be automated, which cannot be consider
that automation will also happen. Only there were few studies also taken place for job creation through the development of
new technologies and other effects such as productivity gains.
These estimates provide that digitalisation is likely to contribute to labour market polarization. Especially in case of low- and
middle-skill jobs are assumed susceptible to automation. Digital skills will be on increasing demand in the labour markets of
the future, as will entrepreneurial skills and creativity.
As it is very difficult to ascertain the impact of digitalisation in terms of job creation or job destruction on traditional industries
and businesses, it is much more difficult to assess the impact on the on-demand economy. The on-demand economy is largely
absent from official statistics. However, studies have made to rely upon surveys and case studies in order to analyse the size
of the sector, how work is organised, who is working on what platforms and how much they earn. In Europe, the on-demand
economy is very small, despite of which it has impressive growth
6.7.2. How to monitor your digital marketing performance?

1. Set clear business objectives: - When building a digital marketing campaign from scratch, your goal is to get everyone
involved in the brainstorming process. First off, you need to come up with numerous ideas for your new campaign. At
this point, you need to set your company’s goals and determine what it is that you’re trying to accomplish that month,
quarter, or year. These initial objectives may be broad, but they’re the foundation on which you build your entire digital
marketing strategy.
Then, you need to set clear marketing goals and see how marketing can help you achieve the desired results. Use the
SMART goal setting principle, meaning that your goals should be specific, measurable, achievable, realistic, and timely.
For example, if your company’s main aim is to increase sales, what’s the goal of your digital marketing campaign? Is it
boosting brand awareness, driving more traffic to the top of the funnel, or enhancing your conversion funnel? It’s
important to emphasize that the digital marketing goals vary from one business to the other. Most importantly, these
goals determine the steps you’ll take when planning and executing your campaign.
Finally, you need to see how to implement different aspects of digital marketing (SEO, email marketing, social media
marketing) to make these goals work. For instance, to boost your brand awareness, you need to publish high-quality
content, humanize your brand on social networks, and build great links.
2. Identify your target segments:- Once you set clear goals for your digital marketing campaign, you need to research your
market segments. Simply put, your target segments are the groups of people you want to market your products or
services to. This is one of the most important moves you need to make. Namely, many businesses decide to go with a
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broad, uniform approach to reach as many leads as possible. Unfortunately, casting your net too wide is never a good
option, as it doesn’t let you focus on the people that are really interested in your products.
To hook their attention and turn them into paying customers, you need to segment them strategically and build buyer
personas. This will help you understand their needs, preferences, expectations, and problems and tailor your marketing
campaign to them.
Here, social networks are your invaluable asset. Apart from offering amazing targeting opportunities, they also allow you
to listen to your customers’ discussions and learn what groups of people are really interested in what you have to offer.
Google AdWords is also a great option, especially for local businesses, as it offers outstanding geotargeting options.
3. Establish your main KPIs:- Before implementing your digital marketing campaign, you need to choose the right KPIs to
track. These are the metrics that should keep you on track and let you identify your performance against the goals
you’ve set. Most importantly, they allow you to detect the major weaknesses of your strategy and eliminate them on
time. Here are a few vital KPIs you should track:
Traffic metrics, such as traffic sources, total site visits, the number of new visitors vs. the number of returning ones, time
on site, mobile traffic, bounce rates, exit rates, etc.
Conversion metrics like total conversions, conversion funnel rates, click-through rates, and cost per conversation,
Revenue metrics, such as cost per acquisition, ROI, or value per visit.
Surely, choosing the right KPIs depends on your business’ goals. Once you set them, you should set specific targets for
each of your metrics. These targets are usually industry standards that help you see your performance and measure your
results in quantifiable terms. Your digital marketing KPIs let you monitor how your campaign develops over time, as well
as detect the major pain points and prevent them from hurting your online image.
Choose the right digital marketing tools: - Monitoring your digital marketing campaign’s performance manually is possible, but
it’s neither practical nor precise enough. To save your time and get the most out of your stats, you need to invest in reliable
digital marketing tools.
Let’s say you want to invest in an SEO tool to track your website performance. In this case, tools like Google’s Webmaster
Tools, Screaming Frog SEO, or Moz will help you audit your site thoroughly. Ahrefs and SEMrush are perfect for a detailed
keyword research, while tools like BuzzStream will scan your backlink portfolio and notify you of any suspicious links. Now, to
stay on top of different aspects of your SEO strategy, you need to use multiple tools if using multiple tools at a time. This is
where SEO reporting tools shine, as they integrate with your SEO platforms and allow you to monitor your major KPIs from
one place, without having to open each SEO tool individually. When choosing the marketing tools, do your research first to
understand their major features and goals. Even the priciest tool won’t work for you if it doesn’t meet your business needs.
The best ethics and Social Responsibility tools would include policy pages of social media sites like Facebook, Twitter, Google
etc.
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6.7.3. Measuring the performance of your digital marketing strategies is a must
As the global digital population is expanding at an astounding pace, not investing in some form of digital marketing is just like
running a race with a wooden leg. Without a perfectly optimized website or a strong social media campaign, you would miss
out on an opportunity to market to wider audiences, build an authoritative brand, and rise above your competition.
There are many ethical factors found around the field of marketing which needs to be cut out.
a. Improper market studies

Many companies lack in their research towards the market. There is always a presumption and based upon it products
are made. However, it is not necessary that the presumption may always be successful and in many cases it can backfire.
In these cases, both the companies and customers are at loss and customers on the whole lose a trust from market. For
instance, in a general view it is believed that women like pink but the same may not be true in case of many women who
prefer other colours too.
b. Only certain audience targeted
Many companies manufacture products which suit the needs of only one section of people and this itself creates a
separation among them.
c. Unethical means of promotion
Many companies resort to negative techniques and false claims which hamper the overall trust and the market. For
instance, many companies boasts their products to be very healthy however the same may not be true and in such
instances the customer may lose trust wholly from the company.
d. Unhealthy competition
Free market and trade has led to advantages but also disadvantages like unhealthy competition and companies
sometimes tend to say bad things about other companies, indulge in activities which is not moral. Through this they may
push the customer to buy a more costly product and in such circumstances, the customer becomes the bigger loser.
e. Pricing issues
Predatory pricing has been in a rise for some time. Even companies like Flipkart, Amazon etc. have been blamed to sell
the product at a very low price than the original market price which has led many retail outlets to shut down due to lack
of sales.
Ethics, morality and Social Responsibility has always been a difficult path for companies. Though many companies have
become digital, yet these parameters comes into play and fair play is expected. Even for the digital world, there are some
abiding rules which every company must follow and more the environment friendly they are, more they are closer to people’s
heart. Companies not only have a responsibility towards the customer but also towards each other as an economy is
measured not just by customer-company relation but also with the mutual existence of companies to companies and
customers. While dealing with online purchasing, the customer must also keep in mind the moral values as simply writing a
negative comment should be ignored as it may hamper the reputation of the company. The digital world should definitely be
used purposefully and not for negative or false marketing. Thus, keeping the ethics in mind is a mandate.
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TIME FOR QUESTIONS

A – Answer the following Multiple Choice Questions
1. Intelligent Chatbot creation is part of viral marketing

a. True or
b. False
2. Artificial Intelligence course is following type of key word-
a. Long tail,
b. body,
c. short tail,
d. head
3. Analytics Ninja-
a. Sam rogers,
b. Avinash Kaushik,
c. Gary V,
d. Narendra Modi
4. If you want to add blogs to your website, which section would you go?
a. Post
b. Tools
c. Links
d. Page
5. Hubspot is CRM?
a. True
b. False
1. “Lead generation is Long term process” analyze statement.

2. State advatages & disadvantages of Artificial Intelligence briefely.
3. “Measure of Digital Campaign Performances is an art” True or False? State with explaination.
4. Assume you are a ORM Manager in a startup – what are top 8 strategeis you would implement for Positive ORM?
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CONCLUSION
The subject of Digital Marketing is an ocean. Digital Marketing is a vast field with a vast coverage yet all the topics are inter-
connected to each other in one way or the other. Undoubtedly, the future of the marketing world will be digital and thus, an
up rise in these strategies can be a common phenomenon. The vastness of the digital world is primarily the biggest
disadvantage of the companies. There are so many options spread out in all fields which leads to ambiguity and this results in
the bad practices or wrong practices paving way for negativity. Still a major group of population see internet and its connected
things in a negative manner. They cannot be blatantly blamed. The blame is on companies who use ill practices and break the
ethics.
Even recently, many companies committing online scams have come to light and people have lost their hard earned money.
Therefore, it is mandatory that there should be policies or laws governing which must protect such mishappenings. Just a
glance on the above picture will show what all can be advertised in internet today. These things may seem right but the
ethical value behind education is lost. There is no provision to protect such digital marketing tricks and having rules is the
need of the hour.
Digital marketing is the future of business. No sector will be able to survive, or compete in the market without adopting a
proper digital marketing strategy. A consistent growth in business is not possible without accepting this ultramodern sales
promotion tool. Organizations, who have understood this business essentiality, are getting ahead of their nearest competitors
in the market. Again, there are many business entities which are growing tremendously only on the basis of their online
presence, and digital marketing tools. These organizations, like Amazon, Alibaba, Flipkart, Jabong, Snapdeal, and hundreds
other are the starkest examples of future business concept of the world.
People constantly ask, “What will the next big thing in digital be?” There are so many possibilities—it could be an app, a
technology, a platform, a medium of offering service or a new service. But the one thing we can be sure of is that it will be
characterized by an increase in consumer clout. People have taken to digital source and companies with the right ethics, right
strategies and right techniques can definitely get through.
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Digital Marketing teaches us many things irrespective of the disadvantages it may carry. Digital Marketing imparts in us the
traditional means of marketing together with the modern ways. The modern techniques definitely have an upper hand as it
creates a better respect for consumer behaviour and preferences. No doubt, digital marketing is a means to provide
information on every single product and this has helped the customers to get more awareness. Businesses have also
developed not only in terms of money but also ion awareness and even sustainable development as a concept has developed
only after the advent of the digital era. Digital Marketing is a great boon when learnt and applied efficiently and still has many
unopened doors which in future will definitely create a surge.
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Some Famous Digital Marketing Campaigns

Here let’s look at the famous Digital Media Campaigns to complete our understanding of how the results have come up and
how these campaigns have shaped up.
1. Kolkata Knight Riders IPL Strategy
Kolkata Knight Riders cricket team, popularly known as KKR, organized a great social media strategy to get the attention
of public. The first action taken was the starting of a video blog by the name ‘Inside KKR.’ This was only for the fans of
KKR, which created a surge among others as well. Following the blog, next in line was a mobile application which gave
even the minutest detail regarding match and players which resulted in more than 15 Million likes, greater than any
other IPL Team. According to Twitter, KKR is the most engaging IPL Team in India and this has resulted in a great
positivity among everyone.
2. Shoppers Stop Christmas Campaign
Shoppers Stone is one known Shopping place for all fashion fiestas. In 2017, they organized a festival campaign for
Christmas. They urged people to click a selfie and post the same by tagging their name in Facebook. Exciting gifts were
offered and this resulted in a great people following and more than anything, the campaign idea of offering something
turned up many things and worked for them.
3. Lay’s India Campaign
116
Lay’s is a famous chips manufacturing group in India, known to all. The ongoing campaign undertaken by them is unique
and titled as “#LoveToLoveIt.” Through the campaign, they keep posting on Instagram and Facebook, some quirky and
mind blogging interactive gifs, and images which lifts the interests of the people, urging them to eat lays and share their
experience. For them, Humor contents has worked well in grasping the minds of people and all their campaigns are fun
to watch and participate.
4. Parle-G – G for Genius Campaign
Parle G has currently started a campaign with their famous punch line of G for Genius and for the same, they upload
facts which are true and transfer knowledge to readers. This way people reading the same can get knowledge and at the
same time this creates an impression that Parle G is for people who would like to have a strong and intelligent mindset.
More likes and shares have started to come in as a result.
5. Ministry of Food Processing Campaign.
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DR RAJ PADHIYAR
The Indian Government wanted to spread awareness regarding food economy. It started a campaign called World Food
India in 2017 as a result and popularized the same in social media sites. Inspiring messages were shared in the social
media sites to inspire the youth and as a result, more than one lakh followers had turned up in a month especially the
youth. Hashtags were generated and followers began to share the same to reach to a wide range of followers.
6. Tata Sky Campaign – Transferkar Family
Tata Sky started a Campaign specially to target family people who watch more hours of Television. The campaign was
started to transfer any television content to mobile or tablet with ease and this was a great boon to people who use
recorded contents and watch the same on the go. The campaign was a massive success and all the followers were called
as Transferkars for a change which further stimulated people to follow the campaign.
Other than the ones mentioned in between the contents, these are some of the famous campaigns which can be looked and
studied to get an idea of how companies are using methods like storytelling, humour, using video or image based contents
and tag lines to impress people and turn them to followers.
118
ANSWERS
Chapter 1
1. a
2. d
3. b
4. d
5. b
Chapter 2
1. b
2. a
3. c
4. d
5. b
Chapter 3
1. d
2. d
3. d
4. a
5. c
Chapter 4
1. c
2. d
3. a
4. b
5. a
Chapter 5
1. c
2. d
3. c
4. b
5. b
Chapter 6
1. a
2. c
3. b
4. b
5. a
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DR RAJ PADHIYAR
Glossary for Technical Terms

1. Advertiser : The person who advertises or endorses a brand either of his own or others
2. Analytics : A mathematical term used to calculate data or come to a conclusion
3. Banner Ads : Advertisements coming in form of banner and hyperlinks
4. Blog : A website or digital page which provides different types of information including audio, video and picture contents
5. Channel : For the purposes of this book, a channel (or platform) is a term used to describe an individual social network. For example,
Facebook is a platform or channel on which businesses can connect with fans via a business page
6. Conversions : Activities carried out by a user that fulfills the intended purpose of the webpage; for example, downloads, filling in forms,
purchases, contacts, and newsletter subscriptions.
7. Digital Display Advertising : A form of digital marketing that uses display ads appearing on webpages as a means of communicating
relevant commercial messages to a specific audience based on the profile of its members.
8. Entry Page : First page seen by the viewer
9. Exit Page : Last page seen by the viewer
10. Followers : In this parlance, the number of people following a brand or social media brand
11. Funnels : The pathway visitors follow on a website towards a conversion point.
12. Hashtag : A clickable keyword that sums up the content of a tweet or status update
13. Inventory : Available advertising space on all mobile channels, including video, in-app, SMS, audio, and mobile web
14. Keyword : A search term or phrase. The keywords that advertisers choose are those that cause an ad to appear when entered by users
15. Page views : The total number of pages viewed. Repeated views of a single page are counted.
16. Paid Search : Search engine results that are sponsored or paid for in some way.
17. Segmentation : Distinguishing among different groups of subscribers based on what is known (e.g., demographics, age, or gender) or
what can be learned about them (e.g., interests and preferences).
18. Tweet : A message sent from Twitter, a microblogging service that enables users to send and read text-based messages of up to 140
characters.
19. URL : An abbreviation for uniform resource locator; also known as a web address.
20. Visits : The total number of times that a user (a device) has engaged in a single burst of activity with less than 30 minutes between
requests for content. A new visit occurs when the gap between requests for content is at least 30 minutes.
120
References
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internet-marketing-essay.php
2. Bennett, E. (1997). Commentary II. Journal of Community and Applied Social Psycology, 7(3), 245-247. doi:https://doi.org/10.1002/(SICI)1099-1298(199706)7:3<245::AID-
CASP424>3.0.CO;2-9
3. Borden, N. H. (1964). The Concept of the Marketing Mix. Journal of Advertising Research, 2, 7-12.
4. Canadian Journal of Communication, Vol 24 (2001). (2001). Digital networks: The Medium of Globalization, and the Message.
5. Chong, B. (2003). Heparin induced thrombocytopenia. Journal of Thrombosis and Haemostasis, 1(7), 1471-1478. doi: https://doi.org/10.1046/j.1538-7836.2003.00270.x
6. copyblogger. (n.d.). Retrieved july 23, 2019, from how to write magnetic headlines: https://te-results.com/downloads/Copyblogger-How-to-Write-Magnetic-Headlines.pdf
7. Deighton, J., & Blattberg, R. (1991). Interactive Marketing: Exploiting the age of Addressability. MIT Sloan Management Review, 33(1), 5-14.
8. Ellis-Chadwick, D. C. (n.d.). Dilgital Marketing Strategy, Implementation and Practice.
9. Graeme Hutton, M. F. (1 December 2011). The Globalization of Social Media. Consumer Relationships with Brands Evolve in the Digital Space.
10. Harris, L. a. (2009). Social networks: the future of marketing for small business. Journal of Business Strategy, 30(5), 24-31. doi:https://doi.org/10.1108/02756660910987581
11. Herrmann, B. (2015). Digital Globalization is a Marketing and Communications Leader's Best Friend. Retrieved July 19, 2019, from EContent:
http://www.econtentmag.com/Articles/Editorial/Commentary/Digital-Globalization-is-a-Marketing-and-Communications-Leaders-Best-Friend-102716.htm
12. Joines, S. &. (2003).
13. learning catalyst. (n.d.). Retrieved july 23, 2019, from digital marketing case studies of india: https://learningcatalyst.in/digital-marketing-case-studies-india/
14. Leitbag, A. (2014). The Digital Crown: Winning at Content on the Web. Morgan Kaufmann.
15. Liebhart, K., & Bernhardt, P. (2017). Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign. Open Access
Journal, 5(4). doi:http://dx.doi.org/10.17645/mac.v5i4.1062
16. Mackey, T. .. (2012). Globalization, evolution and emergence of direct-to-consumer. california.
17. Marketing Strategies for Globalistion. (n.d.). Retrieved july 19, 2019, from https://e2f.com/9053/
18. Miler, C. H. (2014). Digital Storytelling-A creator's guide to interactive entertainment. New York: Routeledge.
19. Neil, M. O. (November 26, 2018). 11 marketing trends you need to know i n 2019. Chicago.
20. Opreana, A., & Vineran, S. (2015). A New Development in Online Marketing: Introducing Digital Inbound Marketing. Expert Journal of Marketing, 3(1), 29-34.
21. Patel, N. (n.d.). the step-by-step guide to writing powerful headlines. Retrieved july 24, 2019, from the step-by-step guide to writing powerful headlines:
https://neilpatel.com/blog/the-step-by-step-guide-to-writing-powerful-headlines/
22. Philp Kolter, H. K. (2017). Marketing 4.0: Moving From Trdatitional to Digital. cannada: John Wiely &sons Inc. Hoboken New Jersey.
23. Pourkhani, A., Abdipour, K., & Baher, B. (2019). The impact of social media in business growth and performance: A scientometrics analysis. International Journal of Data and
Network Science, 3, 223-244. doi:10.5267/j.ijdns.2019.2.003
24. Pulizzi, J., & Barrett, N. (2009). Get Content. Get Customers. McGraw-Hill Education.
25. Tesler, L. G. (1991). Network Computing in 1990s. Scientific American 265 (3), 86-93.
26. Thoumrungroje, A. (2004, may). Retrieved july 19, 2019, from THE EFFECTS OF GLOBALIZATION ON MARKETING STRATEGY AND:
https://pdfs.semanticscholar.org/6699/50b1e3cb962b6dca6f328c899e9bf3345fd3.pdf
27. Tiago, M. T. (2014). Business Horions. Elsevier.
28. Voorveld, H. A. (2019). Brand Communication in Social Media: A Research Agenda. Journal of Advertising, 48(1), 14-26. doi:https://doi.org/10.1080/00913367.2019.1588808
121
DR RAJ PADHIYAR
My journey of being Unemployed to CEO of Asia’s Best Digital Marketing Institute at the age of 28 without any Funding!
“Life Isn’t a Straight Road to Success!”
With 15+ National & International awards, 7850+ students trained – Digital Gurukul has become an undisputed leader in Digital Marketing in
India. But before achieving this milestone – It saw drastic up downs. On behalf of Digital Gurukul and the book – I would like to share my journey.
I was born & brought up in Mumbai. My educational qualification includes (B.Com from Narsee Monjee College), (MBA from Welingkar Institute),
(M.Com from Mumbai University) & (Digital Marketing from Ireland). My involvement in Digital Marketing dates back to 2008 when Digital
Marketing was a relatively new term for all the people across the industry.
After my MBA – I got placed at Yes Bank as Management Trainee for 6 months. But since college days, I was quite fascinated with Digital
platforms & handled many projects as a Freelancer. Before Job started destroying my creativity & Freedom, I decided to leave the job without
realizing the consequences it was going to bring. Now the Big Question was ‘now what’?
Family & Friends were not in support of my ideas & labelled me as “Failure.” Everything was going against me. Finally I decided to put an end to
all speculations & I just ran away from the home for 3 days - WORST PHASE EVER!!
Finally I decided, I need to shift to some other city to explore how it feels to face real world & show your real talent that was being tapped since
long & that’s where Digital Gurukul was born with meeting of late saint PP. Bhaiyyu Maharaj. With all my previous experiences in this field & with
passion to enter into Education stream, I started the Institute at Indore (Considered as a Startup & Education hub of India) with less hope but
more positivity. Since education sector was all together new sector for me – I started researching in-depth about the education market, students
dissatisfaction, Typical training methodology & most imp thing – Practical & Real time Learning. For all this – I had only Rs. 50,000 savings in my
Bank account within which I had to manage my stay, transportation & all other expenses. I didn’t take any family/friends support. I was all alone
in this new city with only the dream of my startup – Digital Gurukul
With 4+ months of intensive research & analysis, I got everything ready (All things being done by me, I didn’t have any friends or relatives here In
Indore). I visited almost all colleges in Indore & nearby areas & explained the TPO/Director Importance of Digital Marketing in Todays scenario as
there was no Digital Marketing Institute in Entire Central India.
Slowly & steadily people started realizing the importance of the concept & few students got impressed with the Digital Marketing seminars &
workshops that I have conducted. But that was Free of cost & I needed to travel 25–30 km as colleges location were in interior of Indore, and
managing finances grew difficult.
After 3–4 months of seminar/workshop – Financial crisis deeply impacted my decision making ability as there was no revenue for 4 months & a
time reached when I had no option but to put few systems that I bought on OLX to survive.
Finally, I decided that apart from seminars/workshops in colleges, I should start Crash course in Digital Marketing. Hence I started with merely 5
students in Crash course in my 1st Batch (Covering the topic of Social Media Marketing, Google Adwords & Google Analytics).
After that, Word of mouth publicity started spreading with “Quality” being the core value in Digital Gurukul Ecosystem. Then series of batches
with Diploma in Digital Marketing got popular amongst youth around MP those who wanted to pursue career in demanded field of Digital
Marketing – To get their dream job, to launch their dream startup or expand family business.
To reduce cost – I did multitasking – From graphic designing, counselling, cleaning, teaching, admin, HR, system repairer to cook!
122
The result was an Award – “1st award for Digital Gurukul – Best Promising startup of 2016”. With this award – Digital Gurukul started coming
into limelight of students, their parents, news media, professors etc.
I invested whatever profit that I got into Digital Advertisement i.e. Facebook, Instagram & Google Ads to reach people beyond Indore. This proved
extremely fruitful as I started getting inquiries of the students from various cities of MP i.e. Ujjain, Ratlam, Mandsaur, Dewas, Rewa, Jabalpur,
Bhopal, Satna, Neemuch etc.
My father always wanted me to come back to Bombay & get settled in job but life took me to completely different path. I met my Dad after 1.5
years when he visited Digital Gurukul and this was a big morale booster for me as I was away from family now for 2 years stretch. DG students
were new family members for me. DG is now #1 just because of constant help, support by all my students whenever needed. Now with students,
parents understanding the importance of Career in Digital Marketing – We started getting students admission across MP-CG. Slowly & steadily –
Students from across the domains not only started to learn Digital Marketing but also got Impressive Placement offers that even MBA students
couldn’t get!
And after few months -I decided to shift to bigger centre with all the facilities available for students. Since then there was no looking back – with
consistent quality, teaching innovation, 100% Internship & Placement record & word of mouth publicity – Students understood CA, MBA are now
being more commercialized, more time consuming & very less ROI – with Digital Gurukul symbolize for Bright Future for students – Whether you
want to start your own Business, Get excellent job opportunity or become Freelancer – Digital Gurukul has become Ultimate solution for all the
needs of Students, Working Professionals & Future Entrepreneurs.
Now with 7850+ Professionals trained, 80+ Franchisee Inquiries, 120+ Seminars & workshop all over the India, Extensive training in 40 Modules,
50+ International Tools, and 11 International Certifications & 40+ Assignments & more than that becoming part of DG family forever – I feel my
dreams have come true.
As part of the academic field, contributing through words is also part of my dream and the resultant was my First Book “Social Media and
Politics in India.” Following the same, is this book through which I have covered all major points on Digital Marketing with practical examples
and tools on each step – the first of its kind in this genre.
Hope my journey acts an inspiration to the youth of the country to come forward and bring a revolution to the field of Education and
Technology and bring a positive shift in making India No.1 in the World!
123
DR RAJ PADHIYAR
GLIMPSES OF MY JOURNEY
My MBA group after Post Graduation from Welingkar Institute, Mumbai
During visit of Gujarati College, Indore in struggling days
1’st Batch of Digital Marketing Crash Course
1st award for Digital Gurukul – “Best Promising startup of 2016
124
Met Dad after 1.5 years as a bit “successful” person during his visit to Digital Gurukul
One of the note that I have written on some random Sunday
My seminar on Digital Marketing attended by 120+ students, parents covered by Free Press Journal & 10+ Newspapers of MP
During meeting with Parveen Singhal – Co-Founder of Wittyfeed – World’s 2nd largest Viral content company from Indore for Internship, Placement opportunity for students
125
DR RAJ PADHIYAR
Inauguration day of New Centre
Conducted 120+ seminar,workshops on Digital Marketing in MP
Proud moment for DG – receiving Asia’s Best Digital Marketing Institute award from Bollywood Actress Soha Ali Khan
1st bike in Indore with my savings – this feeling is so GOOD
126
Proud to receive Doctorate in Digital Marketing for my Exemplary Contribution in Digital Marketing field from Victoria University, USA – 1st Indian to achieve such feat
That’s what motivates me every single day
Celebrating ‘Ganesh Chaturthi’ with Digital Gurukul Team
Attending Conferences and Spreading Awareness is my Passion
127
DR RAJ PADHIYAR
Giving Certificate of ‘Digital Marketing’ to one of the Student
Two Successful Students of Digital Gurukul – Example Setters for the Future
The Team of Digital Gurukul
Having the Best Sports Time with Digital Gurukul Family
128
Media Platforms
Dr. Raj Padhiyar has been regularly featured on National & International News Media -
Here are the list of some of the popular news media -
129
DR RAJ PADHIYAR
130

Fundamentals of Digital Marketing

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Fundamentals of Digital Marketing

(THEORY, PRACTICE, ASSIGNMENTS & More)

(Apple Website in 1997)

1.2. What is Digital Marketing?

(Flipkart running Tiktok Ad camaign for their new series – “Backbenchers”)

c. Voluum – (Tool to track Affiliate program)

1.3. The Challenges of Digital Marketing:

1.4. Brief Historical Facts of Digital Marketing

1.4.1. The Birth

1.4.2. Stage of Maturing

1.4.3. Rise of Social Networking

1.4.4. Cookies – Another Tool in Line

1.4.5. The Present Scenario

1.5. Role of Globalization in Digital Marketing

1.5.1. Digital Marketing and Globalization

1.5.2. Importance of Globalization for Marketing

1.5.3. Digital Globalization

1.5.4. Effects of Globalization on Digital Markets –

The unique case of Chevrolet Cars and Buick Dealership

A- Answer the following Multiple choice questions -

1. Select the option which is ‘not’ a type of Digital Marketing-

Chapter 2: The Various Arenas of Digital Marketing

2.2. Understanding Marketing Processes

Story of JIO: The Famous Brand of Reliance Group

2.3. SEO and Email marketing within internet marketing

 Designing and developing a website to rank well in search engine results.

2.3.1. How Search Engine Works?

2.3.2. What is On-Page and Off – Page SEO?

2.3.3. Monitoring SEO Processes

2.4.4. Preparing SEO Process

Case study - Maldives Traveler: A Perfect Example

a. SEOptimer – for Website audit purpose

d. Majestic - SEO Backlink checker

f. Yoast SEO – Best Wordpress plugin for SEO

2.4. Email Marketing

 Enhance the sale of products by the companies

2.4.1. Email Marketing And Your Business

1. Email has larger reach.

2. Email delivers all sorts of message.

3. Email is the preferred communication channel on a professional level.

4. Email is an open platform.

5. Email will be around forever.

2.5. Inbound marketing

2.5.1. Essential of an Effective Inbound Strategy

Inbound Marketing v/s Outbound Marketing

2.6. Content Marketing

2.6.2. Importance of Content Marketing

2.6.3. Content Marketing Strategy Building Process

The four pillar theory

 The S.A.V.E. framework

2.6.4. Perks attached to Content Marketing

2.6.5. How to Market Your Content

AMUL – A CONTENTS CHAMPION

2.7. Social Media Marketing

2.7.1. Benefits of social media marketing

 Increased Brand Awareness

2.8. Online Guerilla Marketing

 Creating viral videos

 Giving your brand or product a #Hashtag

 Give away your product for free

2.9. Mobile Marketing

2.9.1. PROS OF MOBILE MARKETING:

2.9.2. CONS OF MOBILE MARKETING: