Code MK 6.

5 DIGITAL MARKETING
LEARNING OBJECTIVE: To facilitate the ability to identify the importance of digital marketing for
marketing success and to manage customer relationships across all digital channels and to create a digital
marketing plan.

UNIT 1: INTRODUCTION TO DIGITAL MARKETING

Meaning of Digital Marketing- its importance. Digital Marketing platforms, Changing trends in Digital
Marketing era.

UNIT 2: SEARCH ENGINE OPTIMIZATION (SEO)

Meaning of SEO. Trends in SEO Different kinds of traffic on and off Page Optimization (OPO)- Linking
Strategies, Competitor Analysis.

UNIT 3: SEARCH ENGINE MARKETING (SEM)

Introduction to SEM, SEM platforms – paid platforms, Introduction to Google Ad-Words Campaign
creation process, Demographic Targeting.

UNIT 4: CONVERSIONS
Types of Conversions, Conversion Tracking, Optimizing Conversions, Track Offline Conversions,
Analyzing Conversion data.

UNIT 5: SOCIAL MEDIA MARKETING & DIGITAL COMMUNITIES

 Meaning, importance creation, streaming and measuring of Mobile Ads, YouTube Advertising, BING
AdCenter, Facebook Marketing, LinkedIn Marketing, Content Marketing, Email Marketing, Social
Media Marketing.
 Digital Communities - Evolution of online communities, How ideas travel, Viralness
 Social Media Measurement -The ROI in Social Media Marketing, Tools and Dashboards, Reputation
and crisis management.

SKILL DEVELOPMENT:
 List out 10 companies who optimized their sales through SEO
 Simulate a product and apply social media marketing strategies to increase the sales
 Do a real time comparative study (collect primary data using questionnaire) on Digital marketing
with traditional marketing.
 List out recent trends in digital marketing by virtually interviewing a Digital marketing expert

BOOKS FOR REFERENCE:

1. Ryan Deiss and Russ Hennesberry, 2017,digital Marketing for Dummies

2. Jan Zimmerman and Deborah: Social Media Marketing
3. Understanding Digital Marketing Marketing Strategies For Engaging The Digital Generation 4th
Edition by Damian Ryan, Kogan Page Ltd
4. David Meerman Scott’The New Rules of Marketing and PR – David Meerman Scott
UNIT 1: INTRODUCTION TO DIGITAL MARKETING
Meaning of Digital Marketing- its importance. Digital Marketing platforms, Changing trends in Digital
Marketing era.

Digital Marketing has become one of the most commonly used terms these days. Digital marketing is going
to change the way marketing is done. Very soon digital marketing, digital advertising and digital media
will replace traditional marketing.

Actually, digital marketing was first known as internet marketing and online marketing. In those early days
of the internet, mainly the internet was used for communication via email and websites and SEO was used
for online advertising and marketing.

When social media platforms like Facebook, Instagram became popular, video platforms like YouTube
became popular and people started using mobiles and companies started using websites, social media and
videos etc for marketing. This is how digital marketing was started and became popular as an umbrella
term.

MEANING OF DIGITAL MARKETING : Digital marketing is the component of marketing that utilizes
internet and online based digital technologies such as desktop computers, mobile phones and other digital
media and platforms to promote products and services.

DEFINITIONS
According to Philip Kotler "Digital marketing is a form of direct marketing which links consumers with
sellers electronically using interactive technologies like emails, websites, online forums and newsgroups,
interactive television, mobile communications etc".
 According to Chartered Institute of Marketing, "Digital Marketing is the management process responsible
for identifying, anticipating and satisfying customer requirements profitably".

According to Chaffey, "Digital Marketing is the application of the Internet and related digital technologies
in conjunction with traditional communications to achieve marketing objectives"

IMPORTANCE / OBJECTIVES OF DIGITAL MARKETING

Various Objectives of Digital Marketing are as follows:

1: INCREASE REVENUE: Internet provides plenty of opportunities for every business to improve their
bottom line. By combining search engine optimization, or SEO, with pay-per-click ads, or PPC, your
company can improve the chances that potential customers find you online.

2: BUILD A BRAND: Internet marketing objectives often include building a brand. This means not only
establishing your logo and company name in the minds of consumers, but also what your companystands
for. Well-known brands are typically trusted more by customers, especially when paired with positive
associations.

3: INCREASES LOCAL CUSTOMERS: Many small businesses, as well as companies focused on

increasing sales patience on the part of the in specific geographic region, focus much of their marketing
efforts on improving their local market.

4. INCREASE QUALIFIED TRAFFIC: Every business owner wants to see numbers rise in terms of
visitors to their site and landing pages. However, those numbers are meaningless if they aren't the right
kinds of traffic.

5: MANAGE ONLINE REPUTATION: In an age when anyone with a computer or smartphone can post
their opinions about companies, products, and services for the whole world to see, it's important for
businesses to maintain a solid online reputation. This means monitoring your company's name, maintaining
social profiles, and responding to bad reviews accordingly.

6: BECOME AN INFLUENCER IN YOUR FIELD: Every industry has a few well-known individuals or
companies that others look to as thought leaders. The people who become experts and influencers are those
who strategically position themselves to give out great advice and information, often without much obvious
monetary gain.

FEATURES OF DIGITAL MARKETING

1. Segmentation : In Traditional Marketing, the message or advertisement is propagated to the masses. The
concept is more generic where general aspects in terms of age, sex, income, location are studied
accordingly.

2. Costs : One of the most important characteristics that distinguish Traditional Marketing from Digital
Marketing is the cost element attached to it. Digital Marketing offers a much better return on investment
when compared to traditional marketing. For example, traditional marketing is 62% more expensive than
content marketing, yet, Digital marketing can generate 3 times as many leads for each dollar spent.

3. Defining the Target Audience : Traditional marketing and Digital marketing also differ in terms of
targeting a specific audience. Although a traditional advertisement displayed in magazines, billboards, or
TV will have a large audience, the audience will not be much defined.

4. Buying intent : With efficient digital marketing techniques like SEO, the people who find your blog or
website will do it by searching for a specific keyword related to your product or industry. In Traditional
Marketing, you would be targeting people who are maybe not actively looking for a product or service.

5. Customer Engagement : The next factor to distinguish the two marketing techniques is their ability to
engage the customers. Traditional marketing takes an in-your-face approach while digital marketing
(online marketing) aims at sparking a conversation that provides value first.

6. Longevity : The next characteristic is the longevity that makes digital marketing different from
traditional marketing. There is a wide range of digital marketing techniques such as Search Engine
Optimization and Email Marketing which can be fruitful for long term gains for your business.

7. Measuring Profitability : The seventh characteristic that differs both the marketing methods is the ability
to track results and measure user engagement. Nowadays all social media and business websites make use
of tools and plug ins to track visitors and see what actually they came for and what actions they have taken.

IMPORTANCE OF DIGITAL MARKETING

(i) Customers Are Online : There are 4.3 billion internet users in 2019. The number increased to about 9%
from January of 2018. Looking at it will give you the idea that there are more people to reach out to when
you practice digital marketing. Your business needs exposure to find customers, and the online market is
the best way to make it happen.

(ii) Cost-effective and faster : Digital marketing is affordable than traditional marketing. Spending money
to advertise is not enough, if a business has limited resources. But with digital marketing, a small business
can start the process immediately. The only need to conduct some studies and then try any of the types of
digital marketing.

(iii) Better ROI : Many businesses claim that doing advertisements online, whether it is paid or free, has a
better return on investment. It's possible to have a higher conversion rate or return on investment because
most of your customers can be seen online.

(iv) Your Competitors are Doing IT : Your competitors are also establishing themselves online and
bringing more traffic to their site. You can check what your competitors are doing and take note of it.

(v) You can reach out to your customers: This time incorporate digital marketing is that you need to build
relationships with your customers. It means that marketing experts build relationships with customers by
reaching out to answer their queries, solve issues they encounter about a product, and to turn them into
repeat customers. When you build a good relationship with your audience, it can boost your business.

(vi) IT provides to mobile phone users : There are billions of people using their mobile phones to do
research or scroll through social media. When using digital marketing, you can reach out to these people.
You can promote your business in ways that mobile phone users are the target.

(vii) Establish your brands reputation : Digital marketing will give your business a chance to establish a
rapport. It allows you to show your customers what your business is made of and how you can help them
with their needs.

(viii) Higher revenues : Unlike traditional marketing, digital marketing has a higher return on investment
and a higher conversion rate, which means it has a higher revenue. What's even good to know is that you
spend less when using digital marketing to promote your brand.

SCOPE OF DIGITAL MARKETING : Scope of Digital Marketing can be summarized as follows:

1. Advertising : Online advertising involves bidding and buying relevant ad units on third-party sites, such
as display ads on blogs, forums, and other relevant websites. Types of ads include images, text, popups,
banners, and video.

2. Content marketing : Content marketing is an important strategy for attracting potential customers.
Publishing a regular cadence of high-quality, relevant content online will help establish thought leadership.

3. Email marketing : Email is a direct marketing method that involves sending promotional messages to a
segmented group of prospects or customers. Email marketing continues to be an effective approach for
sending personalized messages that target customers' needs and interests. It is most popular for ecommerce
business as a way of staying top of mind for consumers.

4. Mobile marketing : Mobile marketing is the promotion of products or services specifically via mobile
phones and devices. This includes mobile advertising through text messages or advertising in downloaded
apps.

5. Paid search : Paid search increases search engine visibility by allowing companies to bid for certain
keywords and purchase advertising space in the search engine results.There are two main types of paid
search advertising - pay per click (PPC) and cost per mille (CPM). With PPC, you only pay when someone
clicks on your ad.

6. Programmatic advertising : Programmatic advertising is an automated way of bidding for digital

advertising. Each time someone visits a web page, profile data is used to auction the ad impression to
competing advertisers.

7. Reputation marketing : Reputation marketing focuses on gathering and promoting positive online
reviews. Reading online reviews can influence customer buying decisions and is an important component
of your overall brand and product reputation.
8. Search engine optimization : Search engine optimization (SEO) focuses on improving organic traffic to
your website. SEO activities encompass technical and creative tactics to improve rankings and increase
awareness in search engines.

9. Social media marketing : Social media marketing is a key component of digital marketing. Platforms
such as Facebook, Twitter, Pinterest, Instagram, Tumblr, LinkedIn, and even YouTube provide digital
marketing managers with paid opportunities to reach and interact with potential customers.

10. Video marketing : Video marketing enables companies to connect with customers in a more visually
engaging and interactive way. You can showcase product launches, events, and special announcements, as
well as provide educational content and testimonies.

11. Web analytics : Analytics allow marketing managers to track online user activity. Capturing and
analyzing this data is foundational to digital marketing because it gives companies insights into online
customer behavior and their preferences.

12. Webinars : Webinars are virtual events that allow companies to interact with potential and existing
customers no matter where they are located. Webinars are an effective way to present relevant content such
as a product demonstration or seminar to a targeted audience in real time. .

PROBLEMS OF DIGITAL MARKETING: Problems of Digital Marketing are as follows:

1. Not getting lost in the volume: The digital world is booming and almost every business out there has
taken its products/ services online to reach out to the masses. This eventually leads to the difficulty faced
when trying to run a brand awareness campaign or acquiring new customers.

2. Driving relevant traffic to the website: Continuing on the point above, marketers today are consistently
facing a challenge when it comes to spreading brand awareness in the right target market.

3. Targeting the right audience effectively: One of the first and foremost things that an effective marketer
does, is to identify their target audience in the market. With the number of internet users increasing by the
day and their needs changing almost every second, targeting the right audience has become one of the
biggest challenges for marketers.

4. Lead generation using social media: When it comes to the various social channels, most businesses and
marketers don't really know how to remain consistent at it. Most of them feel that it is all about the paid
campaigns they are supposed to run for brand awareness and lead generation.

5. Optimizing marketing budgets and ROI: With the increase of digital channels and advanced analytics
tools, marketers are now expected to be able to optimize the marketing budgets and the ROI to best suit the
business's needs.

6. Keeping up with the changing trends : The digital market and marketing techniques have changed
drastically over the last few years. And it continues to change even today to cater to the modern day
addressable market needs. Hence, it is important for marketers to stay up-to-date with all these changes.
7. A Check on Increased Security Risks: We have come across cases wherein online security has been
compromised. The news and media keep it afresh. It's natural since more information is shared online
hackers get more incentives to find ways to get through security.

8. Lesser Focus on Keywords: Keywords were the bread and butter of SEO sometime in the immediate
past. You just needed to find the right keywords and use them right and your site could shoot up to the top
in the search results helping you with more exposure and traffic.

TECHNIQUES OF DIGITAL MARKETING

1. SEO & Content Optimization : For digital marketing, content should be taken as the main product that
you are taking to your audience. Hence, it should be optimized properly for the search engines like Google
to interpret it right and make your brand visible to your customers.

2. Website Optimization : After the content, comes the platform where you showcase your product. Even if
you are displaying your products on social media, you will need a website to support your offerings. The
reason why website optimization becomes important is that a well-built website reflects your brand image.

3. Search Engine & Paid Marketing : The earlier digital marketing techniques formed the foundation and
were mostly the organic way of marketing. However, there is a faster way of promoting your brand to
quickly become visible to your audience without putting excessive efforts on SEO.

4. Local Search Marketing : Another underused digital marketing technique that some people don't even
know of is local search marketing. Through Google My Business, your business will show right on the top
of the Google search page whenever someone nearby searches for related products or services.

5. Remarketing : Remarketing is a digital marketing technique that most of us are not told about when we
beginning. It is a very crucial step for your marketing plan as the majority of the customers don't buy a
product the very first time it is introduced to them.

6. Social Media Marketing : Social media is undoubtedly the most popular resort for digital marketing
today. With the massive audience, social media boasts of a filtered audience that you can tap. This platform
is one such place where you can find people of all ages and interests.

7. Email Marketing : As per a report, email marketing generates more leads than other marketing
platforms. This is mainly because of the personalization of the messages sent and the relevancy of the
audience receiving it. It helps boost sales and conversion figures.

8. Display & Video Advertising : Our audience has become undoubtedly inclined towards more visual
content posts entering the digital territories. People like to consume images and videos as they take lesser
time to comprehend and are super-engaging at the same time.

9. Mobile Marketing : More organizations have realized the importance of mobile marketing. Today, the
majority of people surf the net through their mobiles more than PCs or laptops. So it is very important to
implement mobile-responsive website designs and email layouts that can improve the bounce rates and
retain a customer.

10. Influencer Marketing Online PR - Influencer marketing is a recent phenomenon that has outshone all
other mediums. An influencer is the one having a good standing and reputation among the web public and
commands a high-engagement community on social media.

11. Affiliate Marketing - Unveiling the Power of Partnership

Another great way of promoting your brand is affiliate marketing. Simply put, it is commission-based
marketing. You pay a commission to the affiliate partners who agree to sell your product through their
platforms based on their performance.

12. Marketing Automation : So many digital marketing techniques at your service, you need a hand that
can handle everything for you. Marketing automation comes as a boon for those who are finding
multiIntroduction to Digital Marketing management difficult.

DIGITAL MARKETING PLATFORMS : A digital marketing platform is a solution that supports a

variety of functions within the realm of marketing over the internet.

The top five digital marketing platforms for business are: social media sites, online databases, blogging
sites, search engines, and online text advertisements. Each of these should be used to drive business.

1. Social Media Marketing Platforms : Social media is also a great way to promote products or resources
organically to your followers, and engage with consumers. Interacting with them on social media or
answering customer service-oriented questions is a great way to ensure continued engagement with the
brand and cultivate positive experiences and customer loyalty.

2. Influencer Marketing : Another effective way to harness digital channels to reach target audiences is
with influencer marketing. Brands can partner with celebrities, sites or others that are considered experts in
their field, that share similar

3. Email Marketing: Email marketing campaigns allow organizations to stay connected with prospects and
customers, sending them customized newsletters or offers based on past shopping history or brand
engagements.

4. Content Marketing: Content marketing allows marketing teams to be proactive in answering their users'
questions. Marketing teams create content, videos, and other assets to answer questions or provide context
to consumers throughout the three stages of the buyer's journey:

a) The awareness stage: Buyer realizes they have a need

b) The consideration stage: Buyer determines a course
c) The decision stage: Buyer decides on a product/ service to purchase to meet the need
5. Search Engine Optimization (SEO) Marketing: Digital marketing agencies need a strong foundation in
Search Engine Optimization to help their clients' websites rank highly on search engine results pages.
Search engine optimization often goes hand in hand with content marketing.

6. Search Engine Marketing (SEM): Search Engine Marketing (SEM) involves the purchase of ad space in
prominent, visible positions atop search results pages and websites. SEM is also known as Pay-per-click
(PPC) advertising.

7. Affiliate Marketing: Affiliate marketing is similar to referral programs, it involves working with outside
individuals or companies under the agreement that they promote your product in exchange for a
commission from each sale that can be attributed to their efforts.

8. Mobile Marketing: Mobile marketing initiatives can include many of the digital marketing strategies
mentioned above, and typically influences a combination of text messages, social media, email, push
notifications and mobile applications.

DIFFERENCE BETWEEN DIGITAL MARKETING AND REAL MARKETING

Area Real Marketing Digital Marketing

Target Audience Real Marketing is easy to reach out to Digital marketing lets you reach the
local audience/consumers with the targeted audience/consumers/customers
traditional marketing methods globally from all over the world.
Marketing Approach Real Marketing is more Marketing The physical presence of the marketers is
personal approach as it is very easy not at all required in digital marketing,
Approach for marketers to have a yeas physical presence will be a bonus
person-to-person relationship in but is not required and digital marketing
informing the public or promoting allows the marketer to reach a finite
their brand's name. number of consumers easily.
Documentation Traditional methods of marketing Digital platforms provide the description
provide the hard copy of in softcopy over the website, or through
Documentation product(s)/service(s) videos, YouTube, etc. which can be
description which can be read again accessed anytime anywhere as per the
and again. consumer's requirement and it provides
paper-free documentation
Consumer Very less interaction is involved in Digital marketing, on the other hand,
Interaction. real marketing as the promotion offers a to the number of digital
mediums are not flexible enough to platforms. like social
incorporate the customer's interaction. consumers/customers/buyers websites,
networking sites, different apps for
collecting their feedbacks where they can
put their views about the
product(s)/service(s).
Marketing Cost Real Marketing is expensive as it Digital marketing is less costly than the
printing,, involves Cost radio/tv traditional method of marketing as
advertisements which cost more to the everything is online and the use of social
company. websites does not cost even a penny.
Marketing Analysis The result analysis is complex with On the other hand, in digital marketing,
real marketing as the companies need data and facts are recorded and stored
to rely on the surveys and the findings online which makes it easy for the
of the market. marketers to analyse the marketing result.
Real – time With real marketing methods, the Online marketing or digital marketing
marketing company must wait for weeks or gives quick results and thus it is easy to
months to get the result. get real time marketing results.
Interruptions Consumers cannot choose to skip Digital marketing/online marketing
advertisements or other things that are methods let the
causing interruptions. consumers/customers/buyers skip the
interruptive part and continue to engage
with the product(s)/service(s).
Communication Real Marketing involves one-way Online marketing, on the other hand,
communication as marketing mediums promotes two-way communication and
are quite rigid. thus helps to satisfy the customer and
make the customer feel that they are
being listened to and served.

DIGITAL MARKETING: SOCIAL MEDIA AND BEYOND

 B2B: To generate leads, B2B marketers are active on social media platforms like LinkedIn and
Twitter. They also often rely on PPC campaigns to reach their target audiences without spending
too much money.

 B2C: B2C marketers focus on improving brand awareness and attracting customers to their
websites and products using social media platforms like Facebook, Twitter, Instagram, and
Pinterest.

 Paid search: Marketers pay Google and other search engine companies a fee whenever someone
types in your keyword, and their ad is shown at the top of the search results ("PPC" model).

 Organic (or natural) search: This method takes more finesse than PPC since marketers are using
keyword analysis and other search engine optimization (SEO) methods to naturally push their
content to the top of the list of natural search results on Google and other search engines.

 Email marketing campaigns: Believe it or not, email marketing campaigns (if done properly) are
still very effective at reaching your target market, and they're also very accessible for small
businesses.

 Content marketing: Publishing helpful articles, guides, tutorials, and other online content (in
addition to webinars and podcasts) that engages your target audience is the essence of content
marketing.

 Webinars: This is a great way to provide something of value to target consumers while also
promoting your brand and products.
  Podcasts: Compelling audio content is another way to reach your audience and can be used in
conjunction with other media for broader marketing campaigns.

DIGITAL MARKETING IN CURRENT TRENDS : Digital marketing trends evolve each year as more
companies enter the space and new technologies emerge. Looking ahead to 2021, here are some trends that
will help continue to shape this space.

 Analytics: Digital marketing analysis is typically done after the fact. This is certainly helpful, but real-
time analytics is beginning to shake up the world of digital marketing. Conducting real-time analysis
allows marketers to both individualize content for smaller subsets of consumers and respond much more
quickly to their performance.

 Social Media Influencers: Advertisers in all sectors are connecting with social media influencers to
help enhance their brands. This is proving to be an effective digital marketing strategy, largely because
consumers tend to trust other consumers more than companies advertising products.

 Video Remains King: Video will remain a top strategy , as digital marketers capitalize on users' short
attention spans and desire to view content instead of reading it. Most social media channels support
video hosting and sharing.

 Artificial Intelligence : Artificial intelligence (AI) enables digital marketers to better analyze user data
so they can further customize the customer journey. AI helps companies understand a great deal about
customers and how to best target audiences.

 Augmented and Virtual Reality: Companies will continue to use augmented reality (AR) and virtual
reality (VR) in their marketing strategies to enhance brand awareness and satisfy customer demand.
Companies like Starbucks, Nivea, and Volkswagen have launched successful AR and VR campaigns to
offer customers an experience that better connects them to their brands and products.

 Omni-channel Marketing: Often referred to as "omni-channel" marketing, this approach does away
with any barriers or "silos" that different media may impose. For instance, a product advertised on
television should also have an online tie-in that's optimized for both desktop and mobile users

 Content to Become More Interactive: Interactive content is nothing new, but it's beginning to be
embraced as an effective marketing tool more than ever. From the perspective of expanding the scope of
digital marketing, interactive content might include contests.

TRENDS OF THE DIGITAL MARKETING ERA

1. World Class Customer Experience : Every year is the year of the customer. We're seeing a massive
shift in beliefs about what marketing actually is. It's no longer about trying to convince people to buy from
or work with your company.
2. Employee Activation: A Giant Leap Beyond Engagement: Your employees are the human face of
your brand, so concentrating on interactions between your employees and your customers should be a key
part of your marketing strategy.

3. Visualization: With the explosion of smart speakers and voice search in recent years, you'd be forgiven
for thinking that "readable" content is more important than visuals and design these days. While
advancements in voice search are certainly influencing the way that we'll create content now and in the
future, you shouldn't neglect visual content either.

4. Personalization: You're Key to Their Heart: When a customer has two relatively equal products in
front of her, and she needs to decide which one she'll buy, my money's on the brand that won her heart.
One of the ways to engage your customers' hearts as well as their heads is to personalize marketing to meet
their needs.

5. Strategic Marketing Transformation : Strategic marketing transformation is the term used to describe
the process when a business operating without a strategic marketing plan evolves by changing its
fundamental business processes and procedures.

6. Featured Snippets in Google Search: SEO will continue to be an important aspect of digital marketing
as we move into 2021, but we're now seeing one of the most major shifts in the SEO industry in the last
decade.

7. Voice Search: I've mentioned voice search a couple of times already, so you knew it was going to be on
this list. Voice search shows no sign of slowing down and will continue to be a major influence on how
brands create content and market themselves online.

8. AI-Based Automation: AI is one of the major technologies behind voice search and smart assistants.
It's also made catboats possible, which are now popping up on more websites than ever before. AI
technology and automation are helping to take some of the grunt work out of marketing so brands can
concentrate on strategy and crafting a fantastic customer experience.

9. Focus on Customer Retention, Loyalty and Advocacy: Loyal customers also help to increase the
reputation and awareness of your brand as they'll talk about your company and products with their friends
and family. Happy customers make great (and free!) brand ambassadors and influencers.

10. Live Video: Live video is incredibly popular with consumers, and people spend three times longer
watching live video than they do watching pre-recorded video.

11. Account-Based Marketing: Although corporations aren't people, their C-suites certainly are staffed by
them. Specifically, by people with widely divergent interests.

12. Gen Z Will Influence Marketing More Than Millennials: The marketing industry has been obsessed
with Millennials for the past two decades. In fact, a Google search currently yields around 129 million
results for the search term "millennials", compared to only around 7.2 million for the previous "generation
x”.
INTERNET INFRASTRUCTURE : Internet infrastructure is responsible for hosting, storing, processing,
and serving the information that makes up websites, applications, and content.

E-business infrastructure: The architecture of hardware. software, content and data used to deliver e-
business services to employees. customers and partners. deploying IT serves two distinct roles as a catalyst
for innovative ideas and as an engine for delivering them.

E-business infrastructure refers to the combination of hardware such as servers and clients
PCs in an organization, the network used to link this hardware and the software applications used to deliver
services to workers within the e-business and also to its partners and customers. Infrastructure also includes
the architecture of the networks, hardware and software and where it is locatedIt is also important that the
e-business infrastructure and the process of reviewing new technology investments be flexible enough to
support changes required by the business to compete effectively.

Kampas (2000) describes an alternative five-level infrastructure model of what he refers to as 'the
information system function chain':

1. Storage/physical: Memory and disk hardware components (equivalent to Level IV in Figure).

2. Processing: Computation and logic provided by the processor (processing occurs at Levels I and II in
Figure).
3. Infrastructure: This refers to the human and external interfaces and also the network, referred to as
'extrastructure. (This is Level III in Figure, although the human or external interfaces are not shown there.)
4. Application/content: This is the data processed by the application into information. (This is Level V in
Figure.)
5. Intelligence: Additional computer-based logic that transforms information to knowledge.
Each of these elements of infrastructure presents separate management issues e-business
infrastructure have the technical infrastructure for the Internet, extranets, intranets and the World Wide
Web which are Levels II and III in Figure.

Important Questions

SEC A 2 marks

1. What is digital marketing?

2. Define digital marketing platforms.
3. List any 4 features of Digital marketing.
4. List the components of Digital infrastructure.

SEC B / C

1. Explain the importance of digital marketing.

2. Explain the objectives of digital marketing
3. Write a short note on digital marketing platforms
4. Discuss the changing trends in digital marketing era.
UNIT 2: SEARCH ENGINE OPTIMIZATION (SEO)
Meaning of SEO. Trends in SEO Different kinds of traffic on and off Page Optimization (OPO)- Linking
Strategies, Competitor Analysis.

Meaning of SEO

SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site
to increase its visibility when people search for products or services related to your business in Google,
Bing, and other search engines. The better visibility your pages have in search results, the more likely you
are to garner attention and attract prospective and existing customers to your business.

SEO refers to techniques that help your website rank higher in search engine results pages (SERPs). This
makes your website more visible to people who are looking for solutions that your brand, product, or
service can provide via search engines like Google, Yahoo!, and Bing.

BENEFITS / USES OF SEO

1. SEO Increases Organic Discovery & High-Quality Website Traffic : An effective SEO strategy will
help deliver your web pages to a relevant audience via pertinent search queries. As the user is already
looking for what you have to offer, organic visibility drives high-quality traffic to your website without
attempting to entice or persuade the visitor.

2. SEO Offers Impressive ROI : When evaluating digital marketing channels, return on investment (ROI)
is often a priority consideration, if not the most important. While SEO results take time, a high-quality
strategy eventually delivers impressive ROI.

3. SEO Improves Credibility & Trust : Ranking on the first page of Google boosts credibility among
potential clients. Google ranks websites based on dozens of on-page and off-page signals, such as created
content, website speed, and mobile usability. Trust is developed on search engine authority and a high-
quality product or service that builds credibility among visitors.

4. SEO Provides 24/7 Promotion : Search engine optimization efforts do not stop after work hours.
Content does not disappear after a budget runs out, such as with paid advertising. Rankings achieved
through SEO promote your website 24/7.

5. SEO Targets the Entire Marketing Funnel : Content marketing, driven by SEO, includes a variety of
content types targeting every stage of the marketing funnel. While a top-of-the-funnel or middle-of-the-
funnel blog post won't convert initially, content such as this builds brand loyalty and awareness traits that
lead to conversions.

6. SEO Reaches Your Entire Target Audience: SEO is not only for organizations with a single target
audience. Search engine optimization is equally effective for companies targeting various audiences,
perhaps with the same service.
7. SEO Optimizes User Experience : User experience is a critical component of SEO and a significant
Google ranking factor. High bounce rates tell Google that the web page valuable for the user, often
resulting in lower rankings

8. SEO Enhances PPC Success : Paid search engine advertising (PPC) and SEO work well together.
Website rankings at the top of paid search results and among first-page organic rankings provide
consumers additional opportunities to visit your website and bolster brand credibility. Additionally, SEO
data can be utilized to inform and optimize your PPC strategy.

9. SEO is a Long-Term Marketing Strategy : While quality SEO often delivers significant business
impact with the first year, SEO efforts will compound over time, leading to increased results for several
years. In fact, the magnitude of SEO results and ROI correspond to the budget, effort, and time committed
to it.

10. SEO is Key to Search Visibility : We live in an undeniably digital era. Organizations intent on
creating an influential brand presence should be visible on the web. However, if you're not on page one,
you're likely not winning clicks or promoting your brand to anyone. Today, search engine optimization is
critical to a thriving brand identity.

TRENDS IN SEO

1. ARTIFICIAL INTELLIGENCE WILL PLAY A LARGER ROLE IN SEO: Artificial intelligence (AI)
is changing how people interact with online content. Google's Al algorithm is especially worth noting.
Unveiled a few years back, the algorithm, which is called Rank Brain, is plays an important role in
Google's ranking factors for Search Engine Results Pages (SERP) results.
2. VOICE SEARCH WILL IMPACT SEARCH QUERIES: Voice search, without a doubt, is going to
change the way the world interacts with search engines. With the introduction of advanced technology
like Google Home. Amazon Alexa, Siri, Google Assistant etc.
3. MOBILE-FRIENDLINESS : Mobile-Friendliness Will Impact Search Rankings In 2019, Google rolled
out mobile-first indexing, meaning the search engine looks primarily at the mobile version of a website,
considering this the "primary" version instead of the desktop version. This change makes sense, given
that nearly 73% of internet users will access the internet solely via mobile devices by 2025
4. INTENT CONTENT : The one major trend in SEO that will continue in 2021 is having best-in-class
intent content curated with the user in mind; this is a must in order to rank well. We will continue to see
websites using black hat SEO techniques lose traffic and rankings. You need to do smart keyword
research to write about topics people are searching for, then study your competitor’s content and create
something better.
5. LENGTH OF THE CONTENT SEO trends 2021 not only focus on the quality and the relevance of the
content but also on the length of the content. Lengthy blogs or content help in increasing the session
time of the viewer, which helps in improving your ranking
6. FEATURED SNIPPETS Featured Snippet is the summation of an answer for any search query. This
featured snippet is displayed by Google on the top of the SERP result. Google has been displaying them
 for the last few years, which have resulted in quite a few changes to the Google's search engine result
page.
7. SPEED OF THE PAGES Time is money. People no longer have the patience to wait for your page to
load. If your website has a slow loading speed, then the viewer will exit your page. It is rightly said that
your first impression is the last impression, so if your viewer experiences a long waiting time while your
page loads, you have already made a negative impression. Therefore the latest SEO trends focuses on
optimizing your loading speeds
8. DATA AND ANALYTICS SHOULD BECOME PRIORITY Data science lets you understand buyers,
visualize campaigns, and create targeted messages. Analytics can help you verify which URLs are
getting crawled, identify referral sources, check page loading times, indexing, redirects, response errors,
bounce rates, and more.

TYPES OF SEO IN DIGITAL MARKETING

1. White -Hat SEO: White-hat SEO refers to all the optimization techniques which abides by Google's
search guidelines. Although one needs to be patient to see results, they are sustainable and create the
goodwill around your brand. Besides, there is no risk of your site getting banned or bumped in the
search results if there is a new algorithm change.

2. Black-Hat SEO: Black-hat SEO is the exact opposite of white-hat SEO in that it finds and takes
advantage of loopholes or weaknesses in Google's search algorithm to rank better on its SERPs.

3. Grey-Hat SEO : Grey-hat SEO tactics are often used by SEO agencies due to pressure to see quick
results - client and fall in between white and black hat SEO in terms approach. Although Google's aster
guidelines do not explicitly say that such methods are prohibited, they are still frowned can lead to
undesired search outcomes.

4. NEGATIVE SEO: Among the different types of SEO, this is by far the most unethical. Negative SEO
is done with the intention of making your competitor's search rankings suffer so that you yourself can
take their place or benefit from it Negative SEO methods include hacking into someone's site and
building a suspiciously high number of low-quality links to it, posting negative feedback or reviews
about them in various online forums, etc.

5. On Page SEO: On-page SEO is a technique that is used for optimizing individual web pages in order to
rank higher and earn more relevant traffic in search engines. In search engine optimization, like google,
yahoo, bing on-page optimization refers to a factor that has an effect on your website and web pages
listing in the natural search results.

6. Off Page SEO: Off-page optimization refers to technique that can be used to improve the position of a
website in a search engine results page (SERPS). Many people associate off-page SEO with link
building but it is not only that. It is also used in promotion methods like blogging, website design, social
bookmarking, etc
TYPES OF SEO CONTENT : Content on SEO is any information that is available on the web and can be
consumed on the web.

 BLOG POSTS: A blog one of the easiest ways to create a regular stream of effective SEG2content.
In general, blog posts are more engaging and more likely to attract links than product pages, so they
can be a great way to build some authority for your site.
 ARTICLES: Think news article, interview, or feature piece. This is the main kind of content you'll
find on most newspaper or magazine-style websites.
 LISTS :A list is really just a kind of article, but framing it as a list (such as "10 Ways to Lower Your
Energy Bill" or "101 Things I Hate About Google") makes it easier to scan. These types 4.of titles
also seem to be more clickable when found in search results or in social media feeds
 GUIDES: A guide is a longer piece of content that explains in detail how to do something(Guides
are often broken up onto multiple web pages, though it's a best practice to allow. Users to view long
content as a single page if they wish.)
 GLOSSARIES : More people use Google to look up terms than they use a dictionary. If you work
in a specialized industry, a well built out glossary can be a good way to capture some search traffic.
Think cooking terms, medical terms, fashion terms, architectural terms
 Videos : Creating a video to attain the customer attention is one such type of content on SEO
 Infographics : Large format of images that contains information in the template is infographics.
 Slideshows: A slideshow is a way to display a series of related images using slides and PPT.

LINKING STRATEGIES

Linking is the process of getting other websites to link back to your website. All marketers and owners
should be interested in building links to drive referral traffic and increase their authority. A website without
links will never get any traffic from search results or other .

SIMPLE LINK BUILDING STRATEGIES

1. Content Creation & Promotion - Create compelling, unique, high-quality content that people will
naturally want to reference and link to, and tell people about it. You have to spread the word before
you can expect anyone to find your content and link to it!

2. Reviews & Mentions: Put your product, service, or site in front of influencers in your industry, such
as popular bloggers or people with a large social media following.
 3. Links from Friends & Partners - Ask people you know and people you work with to link to your
site. Remember that relevance matters; links from sites that are in the same general industry or
niche as your site will have more value than links from random, unrelated sites.

4. FOOTER LINKS: Links in the footer section are footer links or boilerplate links like in the example
below. These links tend to show on each page of your site.

5. CONTEXTUAL LINKS: Contextual links are links that you share in the context of your web and
blog content. The blog page on Orbit Media, for example, links to an internal page that lists out
their blog posts under categories.

6. IMAGE LINKS: Few common image types that tend to attract links includes graphs, infographics.

COMPETITOR ANALYSIS:

"A competitor analysis focuses on identifying market participants positioned to encroach on opportunity
and isolates each participant's operational strengths, substantive weaknesses, product offerings, market
dominance, and missed opportunities".

SEO competitor analysis works as a powerful research strategy in helping you to higher, get more
traffic, and earn more conversions. It involves researching the links, keywords, content and more of your
SEO competitors in order to reverse engineer the most successful elements of these tactics into your own
SEO strategy.

PERFORMING SEO COMPETITOR ANALYSIS

The exact process of SEO competitor analysis can and should differ from one company to another.

(1) Identifying Your Competitors: To perform SEO competitor analysis, you need to know who your
competitors are. Once you know who your competitors are, you can start analysing the strengths and
weaknesses of their SEO.

(2) Competitor Keyword Analysis: Competitor keyword analysis is a crucial part of overall SEO
competitor analysis. It can give you a whole host of vital data to inform your SEO strategy.

(3) Backlink Analysis: SEO isn't only about keywords. Your SEO competitor analysis also needs to look
at what your rivals are doing in different areas. To achieve a high SERP ranking, they will have built up an
impressive backlink profile. You need to dig into that profile and learn lessons from it.

(4) Content Analysis: SEO competitor analysis are off-page factors. They are not the only things to look
at. You will also want to look at your competitors' pages and their content to evaluate on-page factors. It
mostly are talking about the discernible quality of that content.

(5) User Experience Analysis: As well as rewarding high-quality, Google also views user experience as
an important ranking factor. They tend to rate sites which are easier to navigate higher than others. They
also like sites to be accessible to as many different users as possible. That means users on their phones, on
 tablets, laptop, and desktop. Good competitor analysis will identify and assess how rival sites perform in
these areas.

(6) Social Media & Customer Interaction Analysis: The exact relationship between social media and
SEO is somewhat covered in mystery. Google has stated that they do not treat shares on social media in the
same way as links. It's widely accepted that there is some correlation between social media presence and
better SERP ranking.

Important Questions:

2 Marks :

1. Give the meaning of SEO

2. Expand SEO
3. What is Off Page optimization?
4. What is On- Page optimization?
5. What do you mean by competitor analysis?

5 / 15 Marks :

1. Explain the Need of SEO

2. Discuss the recent trends in SEO.
3. Explain the different kinds of traffic optimization.
4. Write a short note on linking strategies.
UNIT 3: SEARCH ENGINE MARKETING (SEM)
Introduction to SEM, SEM platforms – paid platforms, Introduction to Google Ad-Words Campaign
creation process, Demographic Targeting.

Search Engine Marketing (SEM) is a form of Internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM
may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site
architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC)
listings.

ADVANTAGES

 Highly measurable: Tools like Google Ads give you highly detailed reports of the evolution of your
campaign, so you can always know what is happening with your ads. In addition, you can take
advantage of the integration with Analytics to have everything controlled to perfection.
 Real time monitoring: The analytics interface allows you to see what is happening at each moment
and corrects the course to the moment if you do not get the results you are looking for.
 Pay per click: With this, you will only pay if you get results. You can control the maximum daily
budget that you are willing to invest as well as the maximum cost per click you can pay. This way,
you make sure that the campaign is profitable.
 Speed: Regarding other techniques such as SEO or content marketing, search engine advertising
allows you to achieve relatively fast, large-scale results.
 Within everyone's reach: Since budgetary investment is scalable, this solution works for both large
companies and SMEs. They all compete in equal conditions to reach the first positions for
keywords
 Segmentation: Finally, another positive of this tool is its great segmentation possibilities. By
focusing on keywords, you will reach the public that is actively interested in you. You can also
filter it by other factors such as location, language or behaviour.

DISADVANTAGES

 Higher long-term cost. To be clear, SEM only works while you pay. Although over time you can
optimize your campaigns and reduce costs per click, you will have to continue paying for each of
the visits you get
 High level of competition. Search Engine Marketing has become popular and there are many
companies that compete to position themselves for the same keywords. This competition causes
costs to rise and sometimes it can be difficult to get a good ROI.
 It's interruptive. As opposed to other solutions like native advertising, SEM involves "invading" the
user's space with content that they didn't seek out. In fact, if the user you are targeting has an ad
blocker, they may not see your ads.
PAID PLATFORMS : With SEM, brands pay for ads to appear as search results on search engine results
pages (SERPs). They target select keywords so that when a user searches for those terms, they see an ad
from the brand. The brand is charged only if a user clicks on the ad.

1. Google Ads : It should be no surprise that Google Ads is first on our list, as it's essentially the king of
paid advertising platforms. With Google Ads, you can display PPC ads at the top of Google search results.
You can also use the Google Display Network to advertise on popular websites, making Google Ads a
great platform for both search and display ads.

2. Bing Ads : Google may be the biggest search engine on the Internet, but it's far from the only one. Bing
sees its fair share of web traffic too. So, it is a good idea to take advantage of its PPC platform, Bing Ads
appear in search results as well.

3. Facebook Ads : Facebook Ads is one of the best platforms for the giant number of people who use the
social media. Facebook ads can come in an array of formats, including banner ads and sponsored posts.

4. Instagram Ads: As Instagram is owned by Facebook, its ad platform works essentially the same way.
You can target very specific user demographics with both Facebook and Instagram ads.

5. Twitter Ads: Next to Facebook and Instagram, Twitter is one of the largest social media platforms.
Twitter ads can take multiple forms, but one of the best ad types is promoted tweets, which boost organic
tweets from your business to the top of users' feeds.

6. LinkedIn Ads: LinkedIn is a very valuable advertising resource especially if your business is B2B. It's
particularly great for advertising informational content specific to your industry. -

7. Pinterest Ads: As the last social media network to make it onto our online advertising platforms list,
Pinterest is a must-have if your target audience matches its largest demographic of middle-to-upper-class
women. You can advertise your products or services using promoted pins.

8. Amazon Ads: Our final primary entry is Amazon Ads, which is essential if you're looking to promote
your Amazon store. Ads on Amazon can appear not only as sponsored search results on the platform, but
also as display ads on third-party sites.

GOOGLE ADS

Google AdWord is an online advertising service that enables advertisers to compete to display brief
advertising copy to web users, based in part on keywords, predefined by the advertisers that might link the
copy to the content of web pages shown to users.

 IP address exclusion : In addition to controlling ad placements through location and language

targeting, placements can be refined with Internet Protocol (IP) address exclusion. This feature
 enables advertisers to exclude specified IP address ranges where they do not want their ads to
appear.

 AdWords Express : Google Adwords Express is a feature aimed at small businesses that reduces the
difficulty of managing ad campaigns by automatically managing keywords and ad placement.
AdWords Express was previously known as Google Boost.

 Placement-targeted advertisements (formerly Site-Targeted Advertisements): In 2003 Google

introduced site-targeted advertising. Using the AdWords control panel, advertisers can enter
keywords, domain names, topics and demographic targeting preferences and Google places the ads
on what they see as relevant sites within their content network. If domain names are targeted,
Google also provides a list of related sites for placement. Advertisers bid on a cost-per-impression
(CPI) or cost-per-click (CPC) basis for site targeting.

 Re-marketing: Remarketing is an AdWords feature that allows users to show ads to those that have
already been to their website. This feature allows to create different audiences from website users
and to show relevant ads to separate audiences. This approach makes remarketing a very effective
tool for returning users with a high conversion rate.

 Ad Extensions: Ad extensions are a feature that allows advertisers to enhance their Adwords
campaigns by showing extra information with their ads, like a business address, a phone number or
more web page links. Ad extensions are created to improve ad visibility and to attract clicks. They
appear with the Search Network, above the search results and depending on the extension might
also appear on the Display Network. The Types are

1. Manual extensions

 App extensions - A link below the ad text directing users to the advertiser's mobile or tablet
app.
 Call extensions - Allow advertisers to include a clickable phone number in their ads.
Location Extensions - Allow advertisers to show their business address, phone number and a
map marker with their ad text.
 Review extensions - Showcase positive, third-party reviews from reputable sources.
 Site links extensions - Allow advertisers to add additional links below their ads.
 Callout extensions - Allow advertisers to add additional descriptive text.
 Structured Snippet Extensions - Allow advertisers to add up to two predefined headers
(product or service category) like brands, courses, degrees and more.

2. Automated Extensions : Adwords creates and displays automated extensions when the system
predicts they will improve performance. Automated extensions includes:

 Consumer Ratings.
 Seller Ratings.
 Previous Visits.
 Dynamic Sitelink Extensions.
  Dynamic Structured Snippets.

 AdWords distribution: All Ad Words ads are eligible to be shown on www.google.com. Advertisers
also have the option of enabling their ads to show on Google's partner networks. The "search
network" includes AOL search, Ask.com and Netscape.

 The "Google Display Network" (GDN) (formerly referred to as the "content network") shows
AdWords ads on sites that are not search engines. These content network sites are those that use
AdSense and DoubleClick, the other side of the Google advertising model. AdSense is used by
website owners who wish to make money by displaying ads on their websites.

 ADWORDS ACCOUNT MANAGEMENT: To help clients with the complexity of building and
managing AdWords accounts, search engine marketing agencies and consultants offer account
management as a business service. Google also provides account management software, called
AdWords Editor.

 My Client Center : Another feature is the My Client Center available to Google Professionals
whereby a Google professional has access to a dashboard summary of several accounts and can
move between those accounts without logging into each account.

 The Google Adwords Keyword Planner provides a list of related keywords for a specific website or
keyword.

 The Google Display Planner is an adwords tool to identify display network keywords, placements
and topics. It helps in expanding the reach of display campaigns while targeting relevant users for a
business.

 Google Click-to-Call: Google Click-to-Call was a service provided by Google which allowed users
to call advertisers from Google search results pages. Users entered their phone number and Google
would then call them back and connect to the advertiser.

GOOGLE ADWORDS ANALYTICS

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic,
currently as a platform inside the Google Marketing Platform brand. Google launched the service in
November 2005 after acquiring Urchin.

Linking a Google Analytics property to the AdWords account can help to analyze customer activity on the
website after an ad click or impression. This information can shed light on how much of the website traffic
or business comes from AdWords and help you improve your ads and website.

REPORTS OF GOOGLE ANALYTICS

1. Number of users and sessions : The users metric provides the number of unique individuals visiting a
website over a given time period, and sessions are the number of times that users are actively engaged with
the site. For instance, if you have 100 users and 200 sessions, it's reasonable to infer that each user visited
the site two times on average during the specified time period.

2. Average session duration : Average session duration is the average amount of time that a user spends on
the website in a single session. You can find this in Audience Overview, then click on the dropdown above
the first graph, or if you're accessing the metric through the API, use avg SessionDuration. This metric is a
good high-level proxy for user engagement.

3. Average pages per session : Average pages per session is the number of pages a user views, on average,
in a single session on your site. You can find this in the dropdown in the Overview section under Audience,
or if you're accessing the metric through the API, use pageviews Per Session.

4. Ratio of new to returning visitors: In Audience Overview, you can also compare two metrics by clicking
the link that says "Select a metric" to the right of the primary dropdown:

5. Bounce Rate : Bounce rate is the percentage of users who visit only one page on a website before
leaving. You can find this metric in the dropdown in the Overview section under Audience, or if you're
accessing the metric through the API. If your bounce rate is high, you should segment your site visitors to
see if you can determine the underlying issue. For example, at the bottom of the Overview page, you can
select Browser to determine if the site performs better or worse for visitors using different browsers:

6. Organic vs. paid sessions: Organic search traffic is traffic from users who came from a non-paid search
engine results page (SERP). Paid Search is traffic from users who clicked on an advertisement on a SERP.
You can find this data in the All Traffic section under Channels:

7. Google Ads : You can access detailed metrics about your Google Ads campaigns by linking your Google
Ads account to your Google Analytics account. Doing this can help you analyze customer activity on your
website after an ad click or impression.

8. Search Console - The Search Console section provides detailed analytics on organic searches. Here, you
can analyze the queries that have good positions but poor click-through rates, or landing pages that have
relatively high click-through rates but poor positioning.

9. Newsletter opens: By setting up email tracking into your Google Analytics account, you can analyze the
success of email campaigns, and break down the traffic by other characteristics, such as browser and
demographics. You can find this data in the Behavior section, under Events and Overview.

10. Average time on page: You can examine the amount of time that users spend on a page to better
understand how good the user experience is and how well your marketing campaigns are targeting relevant
customers. To view your historical average time on page, go to the Behavior section, click Overview, and
select "Avg. Time on Page" from the dropdown above the primary graph:

11. Top queries in search: Google Analytics allows you to inspect site search data from your website to
track queries and customer information by looking at the terms entered in the search bar. You can find this
metric in the Behavior section by clicking on Site Search.
12. Top 10 landing pages: The Landing Pages metric can help you to determine which pages receive the
most traffic, which can help you evaluate user experience, content quality, and marketing campaign
efficacy. You can find it in the Behavior section under Landing Pages.

13. AdSense revenue: You can track advertising metrics by linking your AdSense account with Google
Analytics. After the accounts are connected, the data will start showing up in the Behavior section under
Publisher.

14. Goal conversion rate: Goals are specific interactions with the website that define a target objective.
Typical goals could include a purchase or a user registration, but a goal also may be defined as a user who
visits a certain number of pages, or when a user downloads a piece of content. By tracking conversion rates
over time, you can determine how well marketing efforts lead to goal conversions, and use other user
metrics to understand what factors affect their successes or failures.

CAMPAIGN CREATION PROCESS

A digital marketing campaign is a strategic online marketing effort that’s executed to achieve a specific
goal. Usually, the end result will lead to greater brand awareness, more traffic, improved conversions, or
more revenue. The steps Included are :

Step 1: Brand Awareness : When creating your campaign, the first objective is to create awareness about
your brand. This can be targeted to a large audience initially, and then as you continue your campaign you
will narrow that down to a more precise group.

Step 2: Demand Generation: The second step is demand generation. You want to create the demand for
your product or service. This is a great opportunity for you to build trust with your potential consumer
before you move into the next phase of your campaign.

Step 3: Acquisition: As you move past demand generation and begun gaining consumers trust, it is time to
look toward acquisition. This can be gaining a new e-mail address, signing up for a coupon or a variety of
other ways to receive information in return for something that the consumer can gain.

Step 4: Transaction: The last step in our digital campaign strategy is transaction. Once you have acquired
your leads from your acquisition step, you can target these people directly. You can upload a CSV file with
all of the e-mails you've generated.

DIGITAL CAMPAIGN CREATION PROCESS

Step #1: Define Your Digital Marketing Campaign Goals

The first step when creating a digital marketing campaign is to define your goals.

(i) Awareness: Building brand awareness involves strengthening the connection between your business and
the products or services you provide.
(ii) Consideration: Consideration is another common digital marketing goal. Consideration is when a
potential customer moves from simply being aware of your brand to considering your products or services.

(iii) Conversion: If you've executed and fulfilled the first two goals effectively, conversions are much
easier to generate. You've raised awareness of your brand and begun to develop a relationship with a
potential customer. From there, the next step is often conversion. When it.

(iv) Loyalty: When creating the digital marketing plan goals, you may want to focus on customer loyalty.
In other words, you're not trying to win new customers, you're trying to retain the customers that you
already have.

(v) Advocacy: A final goal to consider in your internet marketing strategy is generating customer
advocacy. This is when your customers are so passionate about your company that they're not only loyal
customers.

(vi) Setting SMART Goals: When setting your digital marketing campaign goals, it's absolutely essential
that you create SMART goals.

Step #2: Determine Digital Marketing Key Performance Indicators (KPIs) : KPIs are the measures
that are most important and relevant to campaign. The KPIs for the social media campaign could be:

(i) Number of leads generated

(ii) Overall impressions created

(iii) Number of clicks on the ad

Step #3: Determine Your Target Audience and Value Propositions

When creating digital marketing campaign, it's critical to determine both the target audience and the value
propositions. The target audience is the group of people those are targeting with digital marketing
campaign.

Step #4: Build A Plan and Budget

After determining core audience and value proposition, it's time to build out a plan and budget for
campaign. There are numerous mediums that can and should incorporate into campaign. These mediums
include:

 Website
 Search Engine Optimization
 Content Marketing
 Social Media
 Pay Per Click (PPC)
 e-mail Marketing
 Mobile Marketing
Step #5: Execute Your Plan: Once performs the first four steps, it's time to finally execute the plan. It
simply involves putting into action the plan have already laid out.

Step #6: Measure the Impact: The final step in any digital marketing campaign is to measure the impact.
At this stage, it compare the actual results to the projected results.

DEMOGRAPHIC TARGETING

Demographics are a key part of your small business marketing strategy. Demographics can be defined as
the parameters which are used in segmenting the targeted audience into more specific groups.
Demographics help you identify the individual members of your audience by key characteristics, wants and
needs. Some commonly used demographics include gender, age, location, languages known, annual
income, parental status etc.

The most commonly used demographic targeting factors are:

1) Age
2) Gender
3) Ethnicity
4) Income
5) Level of education
6) Religion
7) Occupation
8) Family structure

IMPORTANCE/ADVANTAGES OF DEMOGRAPHIC TARGETING

Companies reduce the risk of running campaigns to uninterested consumers, which quickly increases ROI.

 Build long-lasting customer relationships: Without demographic targeting, it is nearly impossible to

understand what your customers want. Demographic segmentation helps organizations to categorize
their widely varied customer base into smaller groups of individuals and appeal to their specific
preferences.
 Improve your products and services: With demographic targeting, organizations can create
personalized brand narratives that easily connect with specific segments of the target market to
advertise and sell their product or service. Consumers easily identify with personalized brand
narratives and are eager to patronize organizations that reflect this.
 Optimize your marketing strategies: Demographic targeting allows to get more specific with your
marketing strategies, such as clarify vision, future advertising plans, optimize resources, time and
budget.
 Readily available information: This helps businesses determine who they want to market to, where
those people are located, which marketing techniques they respond to and what they are generally
willing to pay.
 Customer retention and loyalty: Because companies focus more on their customers' desires and
needs, customer retention and loyalty increase. Through personalized marketing strategies,
 companies can reach customers on a more human level, which creates a deeper connection. When
customers are valued, they are more likely to be repeat customers.
 Demographic targeting improves customer experience- With demographic targeting, organizations
are better informed to create personalized marketing strategies that appeal to specific consumer
preferences. This improves the overall customer experience and boosts customer loyalty because
consumers can easily identify with your brand at different touch points.
 Improved Lead Generation : Demographic targeting is an important tool in lead generation because
it helps you to communicate the value of your organization to prospects effectively. When you
know who your audience is and what excites

DISADVANTAGES OF DEMOGRAPHIC TARGETING :

Despite the numerous advantages, there are certain drawbacks of using demographic targeting which are
discussed below:

1. Competitors can easily understand the parameters and the demographics which the company is targeting.

2. Simple demographic targeting doesn't give clarity whether the customer actually would buy the product
as the needs and wants of a customer are not studied at all.

3. Many times targeting the wrong set of customers leads to wastage of time, money and resources for the
company.

4. Limited Range: For example, just because we have two people in the same demographic segment doesn't
mean they want the same things.

HOW TO CONDUCT DEMOGRAPHIC TARGETING

Identify Your Target Market: These are the individuals who need your product or service. You can carry
out a market research survey in order to gather insights into the needs of the consumers and how your
product satisfies these needs.

Break Your Proposed Target Market into Broad Demographic Segments: For instance, you can
broadly categorize the market based on demographic variables like age groups and gender. An easy way to
do this is to create and administer a Formplus demographic survey to help you gather the data for this
categorization. You can also collect demographic data from public data available via demographic
resources.

Analyze your Data : After collecting different data sets from your customers, the next thing to do is to
analyze the information to reveal specific demographic patterns in your target market. This is even easier if
you used Formplus to conduct your demographic research. Formplus has an analytics dashboard that
displays important metrics such as the total number of form submissions and specific data from different
form fields. You can also create custom visual reports for your form data using the reports summary tool.
IMPORTANT QUESTIONS

Section - A

1. What is SEM platforms?

2. What is Google AdWords?

3. What is paid platforms?

4. Give the meaning of Campaign.

5. What do you mean by demographic targeting?

Section – B/ C

1. Explain the importance of SEM platforms

2. Write short note on paid platforms.

3. Discuss the concepts of Google AdWords.

4. Explain various process of campaign creation process.

5. Write short note on Demographic Targeting.

UNIT 4: CONVERSIONS
Types of Conversions, Conversion Tracking, Optimizing Conversions, Track Offline Conversions,
Analyzing Conversion data.

CONVERSION ANALYSIS

Conversion analysis is a description of the steps taken by a user of a website towards a desired end from
the standpoint of the website operator or marketer. The typical conversion path begins with a user arriving
at a landing page and proceeding through a series of page transitions until reaching a final state, either
positive (e.g. purchase) or negative (e.g. abandoned session).

Three reports help you analyze conversion paths themselves, as opposed to the contribution of each
channel:

a) Top Conversion Paths: The Top Conversion Paths report shows all of the unique conversion paths that
led to conversions, as well as the number of conversions from each path and the value of those conversions.
This allows you to see how channels interact along your conversion paths.

b) Time Lag: The Time Lag report counts the number of days from the first user interaction (e.g.,
impression, click, direct session) to conversion. Some Analytics users like to compare this report with the
Ecommerce Time to Purchase report, which counts the number of days from the first campaign referral to
conversion. Given the different starting points for the two timelines, the reports do not match.

c) Path Length: The Time Lag report shows how many conversions resulted from conversion paths that
were 0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11 or 12+ days long. This can give you insight into the length of your
online sales cycle. The Path Length report shows how many conversions resulted from conversion paths
that contained 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12+ channel interactions.

TYPES OF CONVERSIONS

There are two types of conversions that are typically tracked in ad servers: click-through and view-through
conversions, also referred to as post-click or post-view conversions.

(i) Click-through conversions (or post-click) are conversions that were driven from a user clicking on
your ad and converting then or at a later date (within your defined conversion window).

(ii) View-through conversions (or post-view) are conversions that were driven from a user being served
your ad, not clicking on it, and then converting then or at a later date (within your defined conversion
window).

CONVERSION TRACKING

Conversion tracking measures and tracks how consumers are interacting with your digital marketing.
Conversion tracking can help you determine which platforms are working best for reaching and engaging
your customers, and are a good return on investment.
Conversion tracking aids to measure the defined conversions and assign them to specific sources. For
example, you can find out whether a conversion resulted from a digital advertising campaign, a social
media post or a direct visit to your website.

ADVANTAGES OF CONVERSION-TRACKING : The conversion tracking advantages in the

following areas:

(i) Cost per Action (CPA): Thanks to conversion tracking, you can find out how much a conversion costs
you in each advertising campaign. By also defining a monetary amount as a conversion value for your
conversion campaign, you can continuously measure and improve the return on investment (ROI).

(ii) A/B Tests: Conversion tracking tells you how many conversions are generated for which advertising
channels, target audiences, placements or ads. This information is interesting for A/B tests, e.g., to focus
your campaign on well-functioning ads.

(iii) Conversion optimized campaigns: Many advertising networks offer the possibility to optimize a
campaign for the defined conversion action. For this purpose, the conversion tracking data is used to play
out the ads. If possible, the ads are displayed to people who, based on the available data, fit well with
people who have already triggered a conversion. This often leads to better conversion rates and thus to
better results from the campaign.

OPTIMIZING CONVERSIONS:

In digital marketing, conversion optimization or conversion rate optimization is a system for increasing the
percentage of visitors to a website that convert into customers, or more generally, take any desired action
on a webpage. It is commonly referred to as CRO.

CRO is the process of enhancing your website and content to boost conversions. The process of optimizing
for conversions allows you to boost your number of highly-qualified leads, increase revenue, lower
acquisition costs, obtain greater value from your current leads and customers, and, simply, grow better.

CALCULATION OF CONVERSION RATE: A conversion rate is defined as the percentage of visitors

who complete a goal, as set by the site owner. It is calculated as the total number of conversions, divided
by the total number people who visited your website.

Conversion rate = Conversions / Number of visitors

For example: Your website receives 100 visitors in a day and 15 visitors sign up for your email newsletter.
Your conversion rate would be 15% for that day.

Importance of Conversion Rate Optimization

Conversion rate optimization is important because it allows you to lower your customer acquisition costs
by getting more value from the visitors and users you already have. By optimizing your conversion rate
you can increase revenue per visitor, acquire more customers, and grow your business.
TRACK OFFLINE CONVERSIONS:

Digital marketing can get customers in the door, but many local businesses find it difficult to track how an
online search led to an offline sale. Offline conversion tracking evaluates the impact of digital ads on
offline events.

Setting up offline conversion tracking is a crucial way to better understand your customers and know what
changes you can make to optimize your digital marketing campaigns and ads. But, tracking an ad's impact
in the offline world can be a difficult task for marketers.

HOW TO TRACK OFFLINE CONVERSIONS

The problem with tracking the success of online marketing for a brick-and-mortar business, though, is that
there's a missing link between your online efforts and when a consumer actually steps inside your store to
buy a product. While technological advances may make offline conversion tracking easier in the future, for
now, manually tracking offline conversions is the best place to start. Here are the steps to tracking offline
conversions:

1. Ask your customers how they found you.: Find out if they found you through a search engine over social
media. If they found you online, ask for the exact website or app they used and how they got to that
website. Keep track of how customers are finding you so you can calculate the ROI of your marketing
efforts.

a) How they found you

b) If they researched your business after finding you, and if so, where did they read reviews or check
out social media pages

c) How much they spent

d) How much you have spent on marketing or advertising for that platform

e) Make sure to collect as much information as possible. For instance, if they found you in a search, ask
them what search engine they used and what their search term was.

2. Figure out what isn't working.: After you've been tracking for a few months, add up the amount of profit
you've made from each channel. If you've been paying for billboard or phone book advertising, but not a
single customer found you that way, it's time to re-evaluate your advertising budget.

3. Find your most profitable marketing source.Once you have cut out what isn't working, it's time to figure
out what is your most profitable marketing source. What is the most common way customers are finding
you? Calculate based on spreadsheet:

a) The top three channels customers are using to find you

b) How much profit each channel is bringing

4. Tracking Offline Conversions On Google Ads: In order to track offline conversions, it will be necessary
to set up offline conversion tracking and then import the collected data into Google Ads. There are two
ways that we can track offline conversions on Google Ads:

(i) Clicks (ii) Phone calls

COLLECTING THE DATA:

You will need to establish what offline conversions you will want to be tracking. Gathering this
information can be done using a CRM software and then importing the collected data to your Google Ads
account.

To track online users, you will also use a Google Click Identifier, known as a "GCLID". This can easily be
set up using Google's URL auto-tagging option to add a unique GCLID parameter to each destination URL.

Offline conversions originating from clicks go through the following process:

 An ad is clicked and the user is directed to the website. A GCLID is created for this user.
 The user fills out a lead form onsite and the information provided is added to the GCLID.
 This lead information and GCLID are stored in a CRM or spreadsheet.
 The data of the sale is uploaded into Google Ads.

Offline conversions originating from phone calls are tracked On Google Ads using the phone number and
the time of call. They can be measured when:

 A call comes from a click on a mobile add call extension

 A manually dialed number in a desktop ad
 Calls originating from your website after an ad click (if code is added to the website)

After a call leads to a conversion, you will upload the conversion data and the callers number and the time
of the call into Google Ads. Then, the corresponding ad and campaign with be linked to the information of
the conversion.

In order to make the most of offline conversion tracking, it is important to upload the collected offline data
frequently. They also suggest allowing enough time between cycles before using automated bidding.

TRACKING OFFLINE CONVERSIONS ON FACEBOOK

It is also possible to track offline conversions with Facebook Business Manager. In order to do so, you will
need to open the events manager and go to offline events. Similar to Google Ads, you will need to
manually upload the offline data that you have collected into your created event. The collected data should
include:

 Customer details
 Event time
 Event details (including the value of the conversion and the currency)
Once uploaded, you will then need to manually match the fields in Facebook. Facebook allows for up to
17 identifiers such as name, email, phone number, gender, age, etc. The platform will have a better chance
of matching users the more fields you add. After matching the fields and fixing any errors that have come
up, you will be able to start the upload!

ANALYZING CONVERSION DATA

 After gathering of data, you can really start to reap the offline conversion tracking.

 These insights will help you track the revenue made on paid advertising, possibly increasing your
budget on certain channels that are performing well.

 They will also help you attribute in-store sales to specific online campaigns and calculate your
return on investment.

 You can even get creative and conduct experiments and find out what digital marketing strategies
work best to drive the offline actions best for your business.

 By connecting the offline and online worlds, you will now be able to answer some of the most
compelling questions you have about your customer's behavior.

 These insights will help you and your team create a better strategy to make the most of your digital
advertising.

 However, you choose to use the information you have just gathered about your customers, you now
have the tools necessary to understand them better at various stages of their buyer journey.

IMPORTANT QUESTIONS

Section - A

1. What do you mean by conversions?

2. What is conversion tracking ?
3. Give the meaning of optimizing conversions?
4. What is Track Offline Conversions ?

Section – B/ C

5. Explain the importance of Conversions

6. Write a short note on conversion tracking
7. Write a short note on optimizing conversions.
8. Write the analysis of conversion data
9. Explain the importance track offline conversions.
UNIT 5: SOCIAL MEDIA MARKETING & DIGITAL COMMUNITIES

 Meaning, importance , creation, streaming and measuring of Mobile Ads, YouTube Advertising, BING
AdCenter, Facebook Marketing, LinkedIn Marketing, Content Marketing, Email Marketing, Social
Media Marketing, Facebook Marketing
 Digital Communities - Evolution of online communities, How ideas travel, Viralness
 Social Media Measurement -The ROI in Social Media Marketing, Tools and Dashboards, Reputation
and crisis management.

What is Social Media?

Social Media is a platform that lets us participate in social networking. We can share our posts on various
social media platforms to improve business visibility. Today it is the best source for news updates,
marketing, education, and entertainment.

SOCIAL MEDIA MARKETING

Social media marketing is the use of social media platforms and websites to promote a product or
service. Although the terms e-marketing and digital marketing are still dominant in academia, social media
marketing is becoming more popular for both practitioners and researchers. Most social media platforms
have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad
campaigns.

SMO Strategy for Business

A wisely implemented Social Media Optimization (SMO) strategy can give a great boost to your business.
To draw maximum benefit out of Social Media, you need to set clear and well-defined business goals and
objectives. The following points are the backbone of any well-laid SMO strategy:

 Set measurable and achievable goals.

 Know you customers.
 Research over market and trends.
 Explore more social networking platforms
 Reflect your presence on all.
 Choose core topics related to your business.
 Use them in content.
 Set Social Engagement parameters
 Plan your resource use.
 Track your results

The framework has four inter-related dimensions: structure, governance, scope, and culture.

Elements of social media marketing.

Having a social media presence is important for your brand for many reasons, some of which you might
not have thought of. You tend to hear a lot about social media metrics, which are a measurement of the
performance of your content. Knowing the fundamentals behind having a social media presence will
inform your content strategy and boost those metrics in the future.

 Branding: You’ve gone through the effort to brand yourself. You’ve got a name, colors, fonts, and
a logo. You have a website. All of this is in the interest of brand recognition. But, if you don’t have
the infrastructure set up, you could miss out on more opportunities for brand awareness and
audience reach.
 Future audiences: Consider that your audiences might change or grow in the future. To be
prepared for this, it’s important to have accounts set up in advance.
 Customer Service: Think of social media presence as a customer service tool. Because so many
transactions occur online now, people are turning to social media to:
 Inquiries: Toll-free numbers are on the endangered species list. People are left with FAQs,
customer service emails, and chatbots, which feel impersonal. Social media is a way for folks to
connect to either ask a question, or voice a concern.
 Acknowledging praise: Sharing is the new word of mouth. People love to let others know what’s
important to them. It could be digital content, goods, or services. This makes your fans and
followers your best brand ambassadors. If they love you, they want their friends to love you, too.
So, they’ll comment, share, and tag others in order to bring more awareness to your content.
 Transparency: Consumers are demanding transparency from brands and knowing they can connect
with you directly on social media lets them know they can trust you. It's an opportunity to
strengthen brand loyalty.
 Crisis Management: The benefit to having a good social media presence is having eyes and ears
everywhere. Think of it as your social listening network. The very mention of your name will
generate a notification. No one can escape bad reviews or internet trolls. So, having yourself set up
to handle negativity could prevent your brand image from being tarnished.
 Research: Social media is a great place to observe people’s opinions and behavior, to study trends,
and to stay connected to your industry. Dedicate time to surfing social media with curiosity. Let go
of metrics for a little while and simply gather information that could inspire business ideas and
content.
 Visibility: This might be the most commonly thought of element when it comes to social media
presence. It’s what you aim for when creating content: you want to be seen and recognized. But just
being active and posting great content frequently doesn’t necessarily lead to visibility.
 SEO: Social media visibility and SEO are two different things. SEO is specifically your
discoverability on search engines. Social media channels can serve as mini search engines. But,
when it comes to SEO, I’m strictly talking about internet search engines such as Google, Bing, and
Yahoo.
 Links: A link shared on Facebook counts as a credible backlink to your website and counts toward
your SEO rating.
 Profiles: Social media profiles rank high in a search for any brand. So, any profile you create
makes it easier to find you. Try it. Create a Twitch account, if you don’t have one. Search your
brand like you normally would, and you will eventually see it pop up in the results.
POPULAR SOCIAL MEDIA IN INDIA: Most Popular Social Media in India are:

 Facebook: According to com-score, Facebook is the number one social networking channel in
India visited by 20.9 million visitors in July 2010. Facebook becomes the number one by replacing
Orkut who had about 19.87 million unique visitors in July 2010. facebook Connect with friends and
the world around you on Facebook.
 Orkut: Being on number one as India's most popular social website, Orkut is now replaced by
Facebook. Even in July 2010, with 19.87 million unique visitors, Orkut is now on number two with
a low double growth of 16 percent as compared to the last year.
 Bharatstudent.com: Bharatstudent is a student networking channel connecting young Indians
worldwide. Bharatstudent is on number 3 with 4.4 total unique visitors in July 2010. It has 3 percent
growth in its unique visitors as compared over the last year in July 2009.
 Yahoo! Pulse :Yahoo! Pulse comes in force by integrated and improved Yahoo! Profiles and
Yahoo! 360 and is the fourth most popular Indian networking channel visited by 3.5 million unique
visitors in July 2010.
 Twitter.com: On twitter, one can discover what is happening right now anywhere in the world.
Twitter with 3.3 million unique visitors in July 2010 is the number 5th social networking website
visited by Indians. Twitter had the highest growth rate among all the 5 upper mentioning channels.
8 percent of total internet users use twitter in India
 LinkedIn.com: Indians are now exchanging information, ideas and opportunities through LinkedIn
and therefore, it led to rise in the users of LinkedIn in India. It is the sixth most used website in
India and was accessed by 3.3 million unique visitors in July 2010.
 Zedge.net: Zedge is a free stuff provider for your phone. With the rapid increase in the users of
mobile phone, Zedge becomes the India's seventh largest website with 81 percent growth since July
2009 with a total of 3.2 million unique visitors in July 2010.
 Ibibo.com: Ibibo is another social networking channel like Facebook and Orkut. Here, one can also
play games and can send free sms. With 89 % of total growth rate since July 2009, Ibibo had 2.9
million unique visitors in July 2010 and this made him the 8th most popular social networking
website inIndia.
 Yahoo! Buzz: Yahoo! Buzz was launched in 2008. Following Ibibo, Yahoo! Buzz is on number 9
with total number of 1.8 million unique visitors in July 2010. There is 233 % growth rate in Yahoo
Buzz as compared from last year July 2009.
 Shtyle.fm: Shtyle.fm has the highest growth rate amongst all the 10 social networking websites. It
had 281 % increment since July 2009. The website is on number ten with 1.55 unique visitors in
July 2010.

THE ROLE OF SOCIAL MEDIA

1. Social Media in Indian Politics: Social media is not only confined to you and me but to politicians as
well. Through different activities politics and politicians in India have brought social media into the
limelight. It is expected that social media will play a huge role and influence the coming general elections
to a great extent.
2. Social Media and Business: Role of social media in business and consumer market in India cannot be
undermined. It is the change in consumers' behavior that is changing the role of social media in India. With
time, use of social media has seen a drastic change from just used for fun to fun plus knowledge and
marketing.
3. Social Media and Recruitment in India: Social media and recruitment go hand in hand with social media
becoming an integral part of recruiting firms. These firms are using LinkedIn, Facebook and Twitter to find
new employees and skills.
4. Social Media and IPL : Social media is also playing an active role in the Indian Premier League (IPL) by
providing up to date and live information on sites like Facebook, Twitter, Google+ and Youtube.

ADVANTAGES OF SOCIAL MEDIA

 Social media sites like Facebook have become an inevitable part of modern life.
 It helps you to connect with your friends instantly and in real time.
 Users can interact, reconnect and socialize.
 Social media like LinkedIn has become a major resource of employment.
 More than 89% recruitments take place by using Linkedin and company websites.
 Tweet contains a world of information.
 It keeps you informed about the world and your interest.
 Using social media for business is extremely beneficial.
 With effective use, it brings down the overall marketing cost.
 Online success comes with the effective use of social media.
 You can create potential customers and increase your business.
 Social media marketing leads to business exposure.
 An increase in the lead generation
 Search engine ranking of the sites have improved drastically by using social media

DRAWBACKS OF SOCIAL MEDIA

 Many users use social media for time pass but excessive and uncontrolled use can lead to severe
addiction.
 Excessive use of Internet can lead to the deterioration concentration.
 While working on social media you constantly keep switching form one task to another.
 Your ability to concentrate on one task gets impaired.
 It actually wastes lots of productive time.
 Social media has opened up the possibility of identity theft, data theft, cyber fraud, hacking and
virus attacks.
 You are left with no privacy if you have updated your address, phone number, work place,
information about your family on any of the social media sites.
  One has to be very careful while using social media because it may put you in danger and odd
situation
 It has been found out that social media interactions and updates increase the feeling of jealousy.
 This leads to low self-esteem and depression, psychological disorders, stress and addiction.

CREATION, STREAMING AND MEASURING OF MOBILE ADS

Importance
Mobile ads are the advertising world's answer to a consumer world that is hooked on to their phone screens
or mobile gadgets. mobile phone advertising can occur as text-based ads, banner advertisements, videos or
even as mobile games. Let's take a look at importance of mobile Ads.

1. Access to a wide range of creative options: Through mobile advertising, you can leverage social
media marketing, get involved with crowds from popular apps like Instagram and SnapChat, develop your
own app, or even create a branded game.

2. Mobile Advertising is the Primary Mode of Digital Advertising: In recent years, mobile ads have
become the primary form of digital advertising for countless brands.

3. Time Spent with Mobile is Increasing: The mobile ads are starting with its ability to connect your
brand with potential customers. Time spent with mobile is on the rise.

4. Mobile advertising is a cost-effective: Because people carry their phones wherever they go, updates to
your campaign can be sent straight to their handset wherever they are.

5. Promote more personal relationships: A lot of avenues for mobile advertising transform marketing
into a two-way street. Not only can brands reach out to their audiences, but loyal customers can engage
with their favorite brands, follow them in social accounts, and sign up for text alerts.

6. SEO-friendly: Today, your website simply has to be mobile-friendly if I want to rank well on Google.
In other words, even if you're not interested in getting involved with the other features of mobile
marketing, the least you need to do is ensure that your customers can access a great experience when they
visit your site from their phone available app.

7. Mobile Advertising Gives You the Best Understanding of Customers: Now more than ever,
consumers expect personalization from brands, and there is no better way to measure who they are and
what they want than by analyzing their interests in the offline world.

8. Mobile Ads Deliver Relevant Messages in Real-Time: If it is a holistic marketing strategy you are
looking for, mobile ads can help with that. These allow you to bridge online and offline behavior by
producing accurate location information that results in high quality data and more effective real-time
messaging.
Creation of Mobile Ads : Following is a list of factors that add up to create a successful mobile
advertising campaign :

1. Establish the objectives : Like any other marketing campaign, it is important to define objectives for
the mobile advertising campaign as a first step. Some examples of objectives for a mobile advertising
campaign could be: Raise brand awareness, Generate "x" number of registrations
2. Choosing your target audience : Once the target audience is identified, it is important to study their
preferences and other details like what they need, what they prefer, how they react, etc. Identifying the
target demographic areas can be done through telephonic surveys, text messages, and social media.
3. Identifying the type of mobile ad: Determining the type of ad campaign that is best suited for your
product or services needs careful considerations. Ad campaigns could be created to simply generate higher
sales or with the sole purpose of creating brand awareness.
4. Decide the ad campaign length : Figuring out the type of mobile ad campaign that you want to run and
the numbers that you're looking to generate is the first step. Once you've done that, it boils down to
planning the actual campaign. Start with planning out the length of your ad campaign. This again depends
on factors like:
a) Types of actions that the users will need to take (single click, multiple steps, etc)
b) User group preferences as observed from previously generated data.
c) Budget availability
5. Consider the targeted devices : Ad content varies based on the devices that are targeted. Different
types of contents are used for different devices. Smartphones usually have small screen sizes and need
more focused content with minimal interruptions. Tablets and iPads, on the other hand, require high-quality
creatives.
6. Ad designing : It finally comes down to designing the mobile advertisement, complete with graphics
and content. User data like demographics, location, behavior pattern, shopping choices, social media
preferences can help creating user-targeted ads.
7. Data management, reporting, and analysis : Managing the data that is collected during mobile
promotions is important. Consider the following points for effective data management:
a) What is the type of user data available with you?
b) Owner information
c) How will the mobile audience be segmented?
d) How are the tracking links set up?
8. Ad testing : Now, your ad is prepared and ready to launch. Now is the time to test the conversion rates.
Measurements and metrics can be collected for a small period, like a month to see how the mobile ad is
performing. An assessment at this stage will tell you how the advertisement is performing in terms of
conversions and sales.
a) Unique Identified matching
b) Device Fingerprinting
Once you have some preliminary measurements, you can take time to improve your mobile ad.
MEASURING OF MOBILE ADS : The success of mobile ads typically has been measured
predominantly by the number of clicks that a campaign generates.

(i) The measure of clicks : Mobile ad networks offer full post-click measurement with the ability to track
application installs and measure conversions post-click on mobile sites, along with the capability to
measure the real success of click-to-video campaigns. App install tracking enables advertisers to measure
not only how many times their iPhone or Android application is clicked on, but also the number of
downloads and first opens that are generated post-click. This information provides visibility into exactly
how much an advertiser is paying for each app download.

(ii) Mobile on track : Third-party ad serving technologies such as Atlas and DoubleClick that track when
a user clicks on a third-party ad tag are gaining traction within mobile and will continue to instill greater
confidence in mobile advertising measurement.

YOU TUBE

 YouTube is a video-sharing website headquartered in San Bruno, California, United States.

 The service was created by three former PayPal employees in February 2005.
 In November 2006, it was bought by Google for US$1.65 billion.
 YouTube now operates as one of Google's subsidiaries.
 The site allows users to upload, view, rate, share and comment on videos and it makes use of
WebM, H.264/MPEG-4 AVC and Adobe Flash Video technology to display a wide variety of
usergenerated and corporate media video.
 Available content includes video clips, TV clips, music videos, movie trailers and other content
such as video blogging, short original videos and educational videos.

Most of the content on YouTube has been uploaded by individuals, but media corporations including CBS,
the BBC, Vevo, Hulu and other organizations offer some of their material via YouTube, as part of the
YouTube partnership program.
Unregistered users can watch videos and registered users can upload videos to their channels.
Videos considered to contain potentially offensive content are available only to registered users affirming
themselves to be at least 18 years old.

USING OF YOU TUBE

Various purposes of Using of You Tube are given below:

1. Playback: Previously, viewing YouTube videos on a personal computer required the Adobe Flash
Player plug-in to be installed in the browser.
2. Uploading: All YouTube users can upload videos up to 15 minutes each in duration. Users who have a
good track record of complying with the site's Community Guidelines may be offered the ability to upload
videos up to 12 hours in length, which requires verifying the account, normally through a mobile phone.

3. Quality and formats: YouTube originally offered videos at only one quality level, displayed at a
resolution of 320 × 240 pixels using the Sorenson Spark codec (a variant of H.263), with mono MP3 audio.

4. 3D videos: YouTube users can now upload 3D videos. The videos can be viewed in several different
ways, including the common anaglyph (cyan/red lens) method which utilizes glasses worn by the viewer to
achieve the 3D effect. The YouTube Flash player can display stereoscopic content interleaved in rows,
columns or a checkerboard pattern, side-by-side or anaglyph using a red/cyan, green/

5.360° Videos: There is now a new feature called 360° videos which can be viewed from Google
Cardboard.

6. Content accessibility: YouTube offers users the ability to view its videos on web pages outside their
website. Each YouTube video is accompanied by a piece of HTML that can be used to embed it on any
page on the Web.

7. Platforms: Most modern smartphones are capable of accessing YouTube videos, either within an
application or through an optimized website. YouTube Mobile was launched in June 2007, using RTSP
streaming for the video. Not all of YouTube's videos are available on the mobile version of the site.

8. Localization: The YouTube interface suggests which local version should be chosen on the basis of the
IP address of the user. In some cases, the message "This video is not available in your country" may
because of copyright restrictions or inappropriate content. appear

9. YouTube Red: YouTube Red is YouTube's premium subscription service. It offers advertising-free
streaming, access to exclusive content, background and offline video playback on mobile devices and
access to the Google Play Music "All Access" service.

AD FORMATS FOR YOUTUBE - YOUTUBE ADVERTISING

Depending on goal, there are different YouTube ad formats, which are:

(1) TrueView In-Stream Ads (Skippable Ads) : True View ads are the standard video ad type on
YouTube. Advertisers only pay for TrueView ads when viewers watch or interact with their ad (for
example, by clicking on a call-to-action), and videos can be easily customized to share a variety of content.
Advertisers only pay when a user watches the ad for at least 30 seconds or until the end of the video or if
the viewer takes an action, such as clicking on a call-to-action.
(2) Non-skippable in-stream ads: Non-skippable ads can play before, mid-roll, or after the main video.
They can be 15 to 20 seconds in duration. Non-skippable mid-roll video ads appear midway through a
YouTube video that's 10 minutes or longer. On the desktop, viewers will see a five-second countdown, and
on the app, they'll see yellow markers where the ads are placed.

(3) Bumper ads: Bumpers are the shortest type of YouTube video ad available to you. At just six seconds
per bumper, these ad spots play before a viewer's chosen video. It's also non-skippable.

(4) Video discovery ads: Video discovery YouTube ads show up on the YouTube homepage, search
results pages, and as related videos on YouTube video watch pages.

(5) Non-Video Ads: YouTube also offers non-video ads for brands that aren't looking to shell out a big
spend. First, you can choose to serve a display ad on the right hand side of results while a video is playing.
This ad features an image, some text to the right of the image, and a button to click to your website. Also,
can serve a banner ad overlay that pops up during a video from a channel that's decided to monetize. These
non-video ads charge money on a cost-per-click basis.

(6) Overlay Ads: Overlay ads are a banner ad that hovers at the bottom of the video, as shown below. This
type of ad is ideal to supplement your other in-stream video campaigns. A banner ad is a great way to avoid
advertising your product in an intrusive way.

ADVANTAGES OF YOUTUBE ADVERTISING

1. Cost : YouTube advertising works according to a PPC campaign, i.e., the advertisers are needed to pay
only if the visitor clicks the ad. This is considered to be extremely cost effective. Additionally, there is no
expenses in advertising space.

2. Time: Compared to other advertising platforms, the average time spent by a visitor in YouTube is
usually higher. Due to this high session duration, there will be more chances for the visitors to get their
attention driven towards ads. This rate is even higher when it comes to mobile devices.

3. Reach : From education, business to entertainment, YouTube has been used by plenty of people. For
people it has become the default platform for watching videos. Due of this great number, your
advertisements will have greater potential of reaching its customers.

4. Targeting : Rather than showing the ads for general people, it is crucial for an advertiser to display their
ads to the right kind of people. YouTube is equipped with targeting capabilities that is able to reach
customers based on topics, keywords, category, placements and other demographics such as location,
gender and age. In short, you are going to select the people who is going to view your ads.
5. Tracking : YouTube allows the users to track their video and ad performance. For an example, YouTube
is equipped with a tool called Analytics that can be used to know about the viewers and their activities.
Similarly, Google ads account can be used for tracking the ad performance. All the details related to costs,
views and budget can be discovered through a google ads accounts.

DISADVANTAGES OF YOUTUBE ADVERTISING

1. Control : YouTube advertising is entirely out of control. Users no longer has the right to select the
videos that their ads will be playing before. Neither there is guarantee that the ads will be shown related to
the videos. Sometimes the advertisements could be completely out of context to your brands.

2. Targeting : Although targeting has many positives for YouTube advertising, it on the other side has got
negatives as well. Targeting in YouTube is not completely perfect. While you can choose the set of people
who is going to view your ads, still it relies upon the categories the users select. If the category the user
selected is different from the videos uploaded, then there will be difficulty in targeting for YouTube
advertising.

3. Ad Bypass : The most popular type of YouTube advertisement that everyone comes across is displayed
only for 5 seconds. After this period, the skip button will appear to the viewers so that they can bypass the
ad. Since the time duration is very less, the advertisers should be able to promote their brand in less than 5
seconds. This entirely depends upon the marketing strategy of the advertisers.

4. Auctions : Always there is an auction involved for keywords in YouTube advertising. Which means that
you have to bid against others for certain keywords. Depending on the keywords, the bidding be costly. If
other people bids more than you, your ads could go down below in search results.

5. Sales Conversion : Advertisements in YouTube suffer from very poor sales conversion rates. Most
viewers who tends to watch YouTube videos simply skip advertisements. Data research has shown that
nearly 65% of viewers skip commercials whenever they appear in a YouTube video. Even if the viewers
manage to watch the entire commercial, there is assurance of a sales click.

BING ADCENTER
Bing Ad Center is a service that offers pay per click (PPC) advertising on Bing, Yahoo and and AOL
search engines. The Bing Ad Center previously known as the MSN adCenter Microsoft's own solution for
PPC advertising. The Bing Ad Center provides tools such as keyword research and budget limits to help
advertisers establish their goals for a campaign and achieve them through the perfect PPC campaign. -

THE PROS OF BING ADS

(i) Less expensive: No doubt Bing is less popular than Google Ads which means makes it less competitive
for keywords basically lowering the bidding price.
(ii) Top-of-Page Ad Placement: This is another advantage of using Bing ads. Bing has the ability to show
more ads at the top of the search engine page when compared to Google. So when you use the Bing
platform you will see that your ads are getting seen by the audience more than Google Ads.

(iii) Bing, Yahoo and AOL: Bing ads are shown on three search engines that are Bing, Yahoo, and AOL.
It means Bing fetch different kinds of audiences for your ads. The ad center of Bing serves its ads for
Yahoo, generating a Yahoo Bing Network that represents both engines combined. It means you can attract
a larger number of audiences with a single ad tool.

(iv) Daily and monthly budget: This is another advantage of using Bing ads. You all want to maintain
your monthly budget spent on ad campaigns so that you can get fruitful returns from your ad campaign.
This advantage will add glory to your business because you can save money and time in advertisement
campaigns.

(v) Bing Ads has a strong UI and desktop client for making bulk changes.
(vi) Bing ad's customer support is 100x better than Google ads.
(vii) Bing ad's you can easily import and update campaigns from Google.
(viii) Bing ad's platform also offers you higher quality traffic at a lower cost than Google.
(ix) Bing ad's is more transparent with rules, guidelines, and changes to the platform than Google.

THE CONS OF BING ADVERTISEMENT

1. Less traffic: It has a much smaller market share than Google.

2. Limited geographical presence: Bing ads are only targeting a limited audience not worldwide one. If
you compare Bing ads with Google ads then Google ads are available in almost all countries
3. Lower click-through rate: Bing ads get less click-through rate than Google. As per comScore, ads
showing on Google generally get a higher traffic click-through rate than the ones showing on Bing.

FACEBOOK :
Facebook is an American online social media and social networking service owned by Facebook, Inc.
Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo
Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes

IMPORTANCE OF FACEBOOK : Facebook's more than one billion users make it a cultural, economic
and social phenomenon. The importance of the online social media site to journalism, business,
communication and social relationships is hard to overstate.

1. Business : Facebook's $100 billion initial public offering on Wall Street makes the site an important
economic actor in itself. Facebook also has an entire interface designed for businesses, complete
 with business profile pages and an advertising system that allows marketers to target their ads based
on the wealth of information users provide about themselves on the site.

2. Journalism and Information : Facebook is an important driver to online news sites. Even established
platforms like CNN, The Huffington Post and The New York Times receive a significant amount of
their traffic from Facebook links and referrals.

3. Communication : In 2009, Facebook's chat program surpassed the one billion messages per day
milestone, less than a year after the platform was launched. These figures don't take other
communication methods into account, but do on Facebook such as messages, wall posts, comments
and pokes demonstrate the huge and growing importance of the site as a way for contacts to
exchange information. Even on a cultural level, that kind of popularity represents a capacity to
shape language and communication methods among users.

4. Facebook as a Community : A community as a group where even if the members do not know each
other personally, they recognize each other's existence as parts of the whole and share a set of
common practices and experiences.

5. Communication in Facebook : Real-time communication facilities available on Facebook allow

business owners to provide customer service and answer sales questions directly though the social
networking service.

6. Networking Tools : Networking has always been a key component of business, but Facebook's
massive social network contains significant resources for people seeking exposure. With just a few
keystrokes, business owners can quickly update key contacts, suppliers, investors and high-value
customers.

7. Social Marketing : Facebook offers a number of benefits to marketing professionals and small
business owners alike. With its massive user base, Facebook gives marketers a nearly limitless
audience for commercial messages

8. Research and Insights :Just as business owners must remember that competitors can see publicly
posted savvy entrepreneurs can use the service's public communication venues to research offers
from other companies. Some organizations use Facebook pages to post newsletters and other
updates, and business owners can use this information to keep abreast of competitor activity.

IMPORTANT MILESTONES OF FACEBOOK

1. Facebook Mobile Launches: Facebook's adventures in mobile date back to 2006, before the iPhone and
the launch of Android. But things didn't really pick up until years later.
2. Opening to the General Public: opening up the social network to anyone with an email address.

3. Beacon: Among Facebook's most well-known privacy snafus was Beacon, which tied purchases outside
of Facebook to your account and broadcast it on your news feed. A number of users didn't really
understand how it worked, though and ended up posting information about holiday, birthday and
anniversary gifts in full view

4. The "Like" Button Is Born: It might seem like the "like" button has always been on Facebook but it
didn't actually appear until Feb. 9, 2009. As PCMag put it at the time, "being lazy on Facebook just got a
little easier," but that blue and white thumbs up icon is now synonymous with Facebook.

5. Open Graph: Facebook looked beyond the confines of its own website in 2010 with the launch of Open
Graph, which allowed third-party sites to tie their users' activities to Facebook.

6. The President at Facebook: In a sign of the times, President Obama selected Facebook as the site for a
2011 town hall in Silicon Valley.

7. Facebook Goes Public: With much fanfare, Facebook went public on May 18, 2012 on the Nasdaq.
Unfortunately, it wasn't quite the blowout for which investors were hoping thanks to some opening day
glitches. The stock price suffered and Zuckerberg later admitted that the experience was "disappointing."

8. Facebook Buys Instagram: One month before the IPO, meanwhile, Facebook shelled out an astonishing
$1 billion for photo-sharing site Instagram.

9. Facebook 'Deceived' Users: In 2009, Facebook rolled out changes intended to provide users with more
control over access to profile content.

10. One Billion Facebook Users: By Oct. 2012, Facebook had topped the 1 billion active user milestone.
"Helping a billion people connect is amazing, humbling and by far the thing I am most proud of in my life.

USING FACE BOOK: Follow the below the jump to get your own profile up and running or see the
sections listed above for steps more specific help.

1. Notes: Facebook Notes was introduced on August 22, 2006, a blogging feature that allowed tags and
embeddable images. Users were later able to import blogs from Xanga, LiveJournal, Blogger and other
blogging services.
2. Chat : Facebook Chat was added April 6, 2008. It is a Comet-base instant messaging application which
allows users to communicate with other Facebook users in a way similar in functionality to instant
messaging software.

3. Gifts: Facebook launched Gifts on February 8, 2007, which allows users to send virtual gifts to their
friends that appear on the recipient's profile. Gifts cost $1.00 each to purchase and a personalized message
can be attached to each gift.

4. Marketplace: On May 14, 2007, Facebook launched Marketplace, which lets users post free classified
ads. Marketplace has been compared to Craigslist by CNET, which points out that the major difference
between the two is that listings posted by a user on Marketplace are seen only by users in the same network
as that user, whereas listings posted on Craigslist can be seen by anyone.

5. Messaging: A new Messaging platform, codenamed "Project Titan", was launched on November 15,
2010. Described as a "Gmail killer" by some publications, the system allows users to directly

6. Voice calls: Since April 2011, Facebook users have had the ability to make live voice calls via Facebook
Chat, allowing users to chat with others from all over the world. This feature, which is provided free
through T-Mobile's new Bobsled service, lets the user add voice to the current Facebook Chat as well as
leave voice messages on Facebook.

7. Video calling: On July 6, 2011, Facebook launched its video calling services using Skype as its
technology partner. It allows one-to-one calling using a Skype Rest API.

8. Video viewing: In September 2014, Facebook announced that it delivers 1 billion video views per day
and that) it would begin showing everyone view counts on publicly posted videos from users, Pages and
public figures.

9. Facebook Live Video (for all): One of the most talked about classes of mobile apps are live-streaming
apps such as Periscope and Meerkat.

10. Facebook Professional Services: Facebook actively prompts you to review the places you've been. If
you check in at or tag a location, odds are Facebook will ask you to elaborate about your experience...and
(of course) this is purposeful.

11. Facebook at Work: Facebook at Work is Facebook's enterprise solution and they have a pretty
compelling sales pitch: an enterprise social solution with functionality that most people are familiar with.

12. Improved Search: For communication professionals, this means that public posts are more accessible
to the Facebook community and that Facebook search may become a greater driver of activity in the future.
13. Uber/Lyft integration Through Facebook Messenger: Facebook recently announced integration of
Uber, and Messenger where users can now request an Uber ride through the Messenger app. Similar
integration with Lyft is purportedly forthcoming.

14. Facebook Shopping Tab: Back in July, Facebook added a "buy" button and allowed e-commerce
partners to sell products on Facebook through Shopify.

15. Instant Articles: In May of this year, Facebook introduced Instant Articles for iOS, a feature that allows
publishers to have their content distributed and viewed directly within the Facebook app.

16. Events: Facebook Events has been around for a while, but has never been an especially popular or
impressive aspect of the platform. Google events contrarily was very impressive although equally
underutilized.

17. Non-profit crowdfunding: There are a host of great crowdfunding sites. Utilizing the Facebook
"donate" button and Facebook's platform and distribution, nonprofits may be able to fundraise more
effectively on Facebook than with other crowdfunding sites.

18. Music Stories: Facebook recently rolled out their "Music Stories" feature, which gives users the
capability to preview 30-second snippets of music from Spotify, Apple Music, Deezer, NPR and other
sources. It is currently only available for iOS but will be available for desktop use soon.

FACEBOOK MARKETING : Facebook marketing is a platform that offers a variety of highly targeted
paid advertisements and organic posts, allowing brands to put their products and services in front of the
massive audience. Over the last decade, Facebook has shifted from the most prominent social medium on
the internet into one of the biggest marketplaces.

APPLICATIONS OF FACEBOOK FOR DIGITAL MARKETING

1. Has global coverage: Over 1,5 billion users visit Facebook daily. About 2,3 billion month. More than 7
million active companies create ads for this massive audience. every

2. Offers highly targeted paid ads: With Facebook Ads, you can tailor your promotions to any
demographical or specific audience based on gender, age, location, job, interests behavioral data, which
users willingly share with Facebook. -

3. Makes organic reach possible: If you don't have resources to utilize Facebook Ads, build relationships
organically by sharing materials that bring value to people on your Facebook page. Your posts will show
up in the newsfeed, though the high level of competition will make it harder to build an audience naturally.
4. Allows integrations with other marketing channels: Facebook marketing is not a single isolated system.
You can combine it with other marketing channels, like email marketing, mobile marketing, search engine
marketing, and Facebook Messenger ads, to develop a promotion mix that will increase your brand
outreach.

BENEFITS OF FACEBOOK MARKETING

1. Precise targeting. You already know that Facebook allows users to deeply segment their audience but
let's take a closer look at the options available. Within demographic targeting, you can select an audience
with a particular income, education level, life events, relationship status, or job.

2. Increased website traffic: With this platform, you can drive your audience directly to your website.
Moreover, these people will be higher quality leads than users who land on your site organically because
they already know your company.

3. Variety of ad formats: Facebook provides businesses with excellent opportunities that allow them to
showcase their products from the best angles. Ads on this platform include both text and visual formats.

4. Customer support: A lot of people prefer to connect with a brand via social media. Phone calls have
become a thing of the past. Create a chatbot for Facebook Messenger to communicate with users based on
their popular queries - keywords.

5. Positive impact on SEO. Some marketers claim that social media influences search rankings. It's
believed that robots take into account your data in the About section while ranking. Moreover, your social
media engagement contributes a lot.

ADVANTAGES AND DISADVANTAGES OF FACEBOOK : Some of the advantages of Facebook

business pages include:

1. Brand awareness: Facebook is one of the largest social media platforms in the world. Your business'
presence will help you gain exposure to potential customers.

2. You can help increase online visits. Targeted advertising: Facebook advertising allows you to target
specific demographics, based on location, age, gender and interests.

3. Drive website traffic: By posting links to your website

4. Generate business leads: Your audience of Facebook 'likes' can be a great starting point to gather sales
leads. You can use competitions and giveaways to gather email address to build your marketing lists.
5. Customer service and feedback: Facebook allows two-way communication between businesses and their
customers. You can use the messaging service to deal directly with your customers. Reviews and
comments can be a great way to gather customer feedback and find areas for improvement.

6. Monitor and improve: Use data from your page's 'Facebook Insights' to understand what content works
best and plan for the future.

CHALLENGES OF FACEBOOK FOR BUSINESS

1. Facebook can deliver plenty of benefits, it is important to be aware potential downsides:

2. Time and resources: Setting up and running a Facebook page requires a time investment. You may need
a member of staff who can take on social media duties and have enough time to manage the page well and
create engaging content.

3. Skills: The staff member who manages your Facebook page may need training to ensure they have the
right skills. They should be able to plan and create content, respond to enquiries and complaints, and
represent your business.

4. Budget: To make the most of Facebook, you will probably need to invest in paid-for advertising. This
will require its own budget.

5. Negative feedback: The two-way communication nature of Facebook means that unhappy customers can
voice their complaints publicly. It is important to handle these complaints well as your response will be
under scrutiny from your audience. It is not advised to delete genuine negative comments.

LINKEDIN
LinkedIn is an American business and employment-oriented online service that operates via websites and
mobile apps. Launched on May 5, 2003, the platform is mainly used for professional networking, and
allows job seekers to post their CVs and employers to post jobs.
LinkedIn 'applications' often refers to external third-party applications that interact with
LinkedIn's developer API. However, in some cases, it could refer to sanctioned applications featured on a
user's profile page.

Key Highlights:

 Mobile : A mobile version of the site was launched in February 2008 and made available in six
languages: Chinese, English, French, German, Japanese and Spanish. In January 2011, LinkedIn
acquired CardMunch, a mobile app maker that scans business cards and converts into contacts.
 Groups: Groups support a limited form of discussion area, moderated by the group owners and
managers. Groups may be private, accessible to members only or may be open to Internet users in
general to read, though they must join in order to post messages.

 Knowledge graph: LinkedIn maintains an internal knowledge graph of entities (people, organizations,
groups) that helps it connect everyone working in a field or at an organization or network.

 Discontinued features: In January 2013, LinkedIn dropped support for LinkedIn Answers and cited a
new 'focus on development of new and more engaging ways to share and discuss professional topics
across LinkedIn' as the reason for the retirement of the feature.

 The future : LinkedIn continues to grow, they add (and remove) features to keep the experience
delivering for the users (paid and free) and it has become the default look up for all serious business
professionals. They continue to be acquisitive purchasing CardMuch, Connected, Rapportive, Pulse,
SlideShare and more recently news.

APPLICATIONS OF LINKEDIN FOR DIGITAL MARKETING

LinkedIn is by far most the important social network to reach out to business buyers and connect with
professionals in general and thus one of the major platforms in B2B social media (and increasingly in
content marketing).

1. Create awareness and improve reputation: LinkedIn is an ideal platform to increase your online
presence. With more than two professionals signing up on LinkedIn every second, businesses have the
opportunity to network with an increasing number of interesting contacts.

2. Thought leadership and influencer marketing: Several LinkedIn features allow you to position
yourself as leaders in a particular domain. From providing high-quality content, improving your personal
profile and participating in LinkedIn communities to answering questions: the network is fertile ground for
thought and practice leaders, aiming to become trusted advisors.

3. Selling and generating leads : It offers very personal ways of identifying potential leads engaging them
and turning them to customers.

4. Social CRM : It allows to gain better insights on perspective customers. It allows to connect through
contacts across the platforms and their activity on LinkedIN.

5. Traffic Building: This works especially well for business-related content and can lead to viral effects.
Business content often gets shared more often via LinkedIn than via Facebook.
6. Listening and gaining insights. Last but certainly not least: LinkedIn is perfect to listen, ask questions
and gain insights. Which is the case for all social media marketing!

ADVANTAGES OF LINKEDIN

Social media site LinkedIn is extremely useful for networking. But like all of the major social networks, it
has both benefits and downfalls as a business tool. Here we will look at both the good and bad sides of the
social media site.

1. Easy to go Viral.
2. Improves SEO
3. rofessional Environment
4. Less Personal
5. Free to sign up
6. Increases Your Business's Online Visibility: Having a well-made LinkedIn page for your business is not
only a good way for professionals to find you. It's also a great way of finding potential leads.
7. Free Research: No matter whether you're looking to research your target audience or find information on
what your competitors, LinkedIn can help. With its useful search filters, it's easy to find whoever you're
looking for.
8. LinkedIn Pulse: When you post a piece of content through LinkedIn Pulse, everyone you are in
connection with will receive a notification. This notification lets them know you what you have posted.

DISADVANTAGES OF LINKEDIN
1. Spam
2. Time investment
3. Fewer interaction types.

4. Hidden Expenses: Although LinkedIn is free to join, the price of additional and better services can soon
begin to rack up. LinkedIn Premium prices range from $29.99/month for 'Premium Career' to
$119.95/month for 'Recruiter Lite'.

5. Incomplete Profile Dilemma: To get the most out of LinkedIn, it's recommended you fill out your profile
as much as possible. Some of the information it will ask you to fill in will be) somewhat personal.

CONTENT MARKETING

Content marketing is about showing the world that you're awesome at what you do. to the practice of
creating great content for use in online marketing activities is content marketing. Content marketing is a
strategy that uses information-rich articles, graphics, or videos to drive sales and brand development. Many
types of content can be used, as long as they provide real utility to your readers.

Content marketing is a strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined audience - and, ultimately, to drive
profitable customer action.

Advantages
1. Cut through the noise: One of the benefits of content marketing is that people are less resistant to it than
they are to many forms of traditional advertising. The assets created for these campaigns provide value to
readers, so they tend to draw more engagement.

2. Highly scalable: It's possible to manage content marketing for small businesses, or for large enterprises.
Depending on the goal, you can work to develop the reputation of a single product or a global brand.

DISADVANTAGES OF CONTENT MARKETING

1. Requires expertise: Content marketing is research-intensive and can be ineffective if not targeted
properly Some other digital marketing strategies can be managed without much expertise.

2. Indirect and long-term: Content can take a long time to catch attention. Most strategies only have a
modest effect in the short-term, though they can be powerful over time.

RELATION BETWEEN SOCIAL MEDIA MARKETING AND CONTENT MARKETING

 Content marketing and social media marketing are not separate entities with some overlap.
 The only way you can be truly successful in promoting your blog, business, and/or brand through
the social web is to integrate your content marketing and social media marketing into one.
 If you only publish a great blog post and forget about it, you'll get almost nothing out of it. You
need to publish great content and share it with the world for you to reach your goals.

EMAIL

E-mail is information stored on a computer that is exchanged between two users over telecommunications.
More plainly, e-mail is a message that may contain text, files, images, or other attachments sent through a
network to a specified individual or group of individuals.

The first e-mail was sent by Ray Tomlinson in 1971. Tomlinson sent the e-mail to himself as a test e-mail
message, containing the text "something like QWERTYUIOP." However, despite sending the e-mail to
himself, the e-mail message was still transmitted through ARPANET.

E-mail program: To send and receive e-mail messages, you can use an e-mail program, also known as an
e-mail client, such as Microsoft Outlook or Mozilla Thunderbird. When using an e-mail client, a server that
stores and delivers your messages is used. This server is often hosted by your ISP but can be another
Internet company. An e-mail client needs to connect to a server to download new e-mail, whereas e-mail
stored online is always available to any Internet-connected device.

E-MAIL MARKETING: E-mail marketing is directly marketing a commercial message to a group of

people using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing.
It usually involves using email to send ads, request business, or solicit sales or donations and is meant to
build loyalty, trust or brand awareness. Email marketing can be done to either sold lists or current customer
database.
ADVANTAGES OF EMAIL MARKETING

 Email is also one of the most cost-effective tools available.

 Email marketing can help you build a relationship with your audience while also driving traffic to
your blog, social media, or anywhere else you'd like folks to visit.

 Email marketing also allows you to run A/B tests of a subject line or call to action to identify the
best performing message by using email marketing software that can also be configured to easily
send out emails.

 concentrate on encouraging folks to opt into receiving messages from you by using lead magnets.
You could offer a discount on your customers' first orders when they sign up for your email list via
a custom signup form

 Be aware of national (and international) email regulations. Make sure you adhere to any legal
requirements and applicable laws in your area when sending automated emails, like the CAN-
SPAM Act in the United States, the Canadian Anti-Spam Law (CASL), or the General Data
Protection Regulation (GDPR) in the European Union for the treatment of personal information.

 Use email to have a conversation with your customers. Email is a great marketing tool, but it can
help your business in other ways, too.

DISADVANTAGES OF E-MAIL MARKETING

 Many of advertisement emails are filtered by spam filter that nowadays is not a rare.

 Many of advertisement emails are deleted by receiver even being unread. This fact reduces the
opportunity to gain new customers.

 It is frequently difficult for observers to distinguish between legitimate and spam e-mail marketing.

 One effective technique used by established email marketing companies is to require what is known
as the "double opt-in" method of requiring a potential recipient to manually confirm their request
for information by clicking a unique link and entering a unique code identifier to confirm that the
owner of the recipient email address has indeed requested the information.

 Due to the volume of spam e-mail on the Internet, spam filters are essential to most users. Some
marketers report that legitimate commercial e-mail messages frequently get caught and hidden by
filters; however, it is somewhat less common for e-mail users to complain that spam filters block
legitimate mail.

INSTAGRAM:
Instagram is an American photo and video sharing social networking service created by Kevin Systrom and
Mike Krieger.
 In April 2012, Facebook acquired the service for approximately US$1 billion in cash and stock. The
app allows users to upload media that can be edited with filters and organized by hashtags and
geographical tagging.

APPLICATIONS OF INSTAGRAM FOR DIGITAL MARKETING

1. Visuals lead on preference charts: Instagram as a visual medium lures more users. Audiences enjoy
visuals not just because they are more appealing but also because they send across a message more clearly
as compared to text only.

2. The all age medium: Unlike Snapchat, which is a medium for teens and LinkedIn, more popular for
working professionals, and many other social media platforms, which cater to a particular set of audiences,
Instagram is a medium that caters to one and all.

3. Noiseless experience: According to a lot of people, Twitter is crowded with links, Facebook comes with
a few twists and clauses and Google+ is a mystery that they cannot unfold.

4. Familiarity with hashtags: All of us know hashtags and how to use one. Twitter has already educated us
on how to make the most of hashtags to gain maximum reach. Instagram gives users the power to use the
hashtags like in any other medium but with a twist.

5. Emphasis on quality and not quantity: With millions of images being shared on Instagram every day,
brands gets a little panicky and tend to share more images than required, sometimes compromising on the
quality.

Advantages of Instagram for business:

1. Instagram is all about Photos:Instagram has made it super easy to post photos and videos from your
smartphone. Posts of images that the user posts on Instagram are going to remain on the platform forever
unless the user deletes the post from his profile.

2. Instagram connects to your target audience well: Instagram is proven to be one of the fastest-growing
social networks. It has over 800 million monthly active users on its platform as well as over 40 billion
shared photos,

3. Instagram has a high rate of engagement: Instagram can provide you with high engagement rates due to
its ever-growing number of active users. As a matter of fact, Instagram has the most engaged users
compared to any other social media platform.

4. Instagram allows you to post your content easily: Since Instagram is developed specially made for
smartphones, you can post your content any time and from any place provided you have an Internet
connection.

5. Instagram provides a visual representation for your business:

Instagram is one of the best platforms for visual promotion for your brand or your business.
6. Instagram enables you to respond more quickly: If you are in the marketing group for your business, you
have to be active in your category of niche. You need to make sure that you respond to your audience's
messages as well as their comments.

7. Instagram can easily increase your reach: The posts that you put on Instagram is going to remain on the
platform forever unless you are removing or deleting them. That is the reason why your old posts can
provide you with engagement. However, you need to use hashtags carefully if you want this to happen.

SOCIAL MEDIA MARKETING : Social media marketing refers to the process of gaining website traffic
or attention through social media sites.

Social media marketing programs usually center on efforts to create content that attracts attention and
encourages readers to share it with their social networks. A corporate message spreads from user to user
and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the
brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in
earned media rather than paid media.

BENEFITS OF SOCIAL MEDIA MARKETING

The various benefits of Social Media Marketing are:

i) Improved brand loyalty: Brands that engage on social media channels enjoy higher loyalty from their
customers.

ii) Showcase the Brand: Handling a strong social media presence is an efficient way to build the company's
reputation and showcase the business.

iii) Higher conversion rates: Social media marketing results in higher conversion rates in a few distinct
ways. Perhaps the most significant is its humanization element; the fact that brands becomes more
humanized by interacting in social media channels

iv) Higher Brand Authority: Interacting with the customers regularly is a show of good faith for other
customers. When people go to compliment or brag about a product or service, they turn to social media.

v) Increased Inbound Traffic: Without social media, the inbound traffic is limited to people already familiar
with brand and individuals searching for keywords the currently rank for.

vi) Decreased Marketing Costs: According to Hub spot, 84% of marketers found as little as six hours of
effort per week were enough to generate increased traffic.

vii) Enhance company trust worthiness: Social media channels are proactive tools when it comes to
increasing the company trustworthiness. By closely communicating with the clients on a social media level,
become a trusted source of information which makes it a great asset when creating company awareness and
brand credibility.
viii) Expand sales: Getting speed access to consumers' feedback is undoubtedly going to jump-start your
sales results. Prospects are more likely to become customers if you respond to their specific requirements
in a prompt and personal manner.

ONLINE COMMUNICATIONS

Online communication refers to the several ways in which individuals as well as computers can
communicate with each other over a computer network, such as the Internet. An online community is a
group of people who interact in a virtual environment.

These ways include:

a) Chat rooms
b) E-mail
c) Filling out online forms
d) Forums
e) Instant messaging (IM)
f) Posting comments on websites, such as blogs
g) Social networking sites
h) VIP
EVOLUTION OF ONLINE COMMUNITIES

 From humble beginnings : The evolution of networked computers and the Internet was one of the major
turning points of the 20th Century. Finally many new technologies could come together to create a
network of computer systems that spanned the globe. The "World Wide Web (www)" starts off as
merely a way to exchange messages and data.

 Email, the first and still the most frequently used communication tool on the Internet, was developed by
ARPANET in 1971. Ray Tomlinson of Bolt Beraneck and Newman, Inc. (BBN) choose the @sign for
use in email addresses in 1972.

 E-mail discussion lists : E-mail's roots go back to the mid-'60s when people at System Development
Corporation and the Massachusetts Institute of Technology were leaving messages for each other on
time-shared mainframes, and features were added steadily over the following decade.

 Chatrooms : Chatrooms were really the evolution of BBS' as Internet Browser's and Graphical User
Interfaces (GUI) made the Internet a more user friendly place to be. Chatrooms are synchronous

 Group chat: Instant messaging made famous by ICQ and AOL Instant Messenger, is somewhat similar
to chats in that communication is synchronous and very rapid but individuals can control who
participates in a particular conversation.

 Multiuser dungeons/Massively multiplayer online games/Virtual worlds: Playing games is always more
fun against worthy opponents, so it's natural that computer gamers would look for ways to get together
online.
 Bulletin Board Systems (BBS): A Bulletin Board System (BBS) is a system that allowed a user to dial
into a piece of software through a phone line and engage with other people in the form of message
boards, chatrooms and other similar social activity.

 Commercial online services: Strictly speaking, the first commercial online services for consumers began
in the '70s with CompuServe Information Service and The Source.

 Usenet: Usenet News, like a bulletin board, provides open areas for discussion of hierarchies.
Moderated newsgroups were introduced on Usenet in 1984. Email, listservers, bulletin boards, Usenet
News, and their web-based cousins, technologies, which means that communication partners do not
have to be co-present in time.

 World-Wide Web (WWW): In 1991, one year after ARPANET ceased to exist, the World-Wide Web
(WWW), developed by Tim Berners-Lee, was released by CERN (European Organization for Nuclear
Research).

 Web-based communities: "Community" was the watchword of early commercial Web sites. It's hard to
establish where this began, but one early example was Salon.com (launched in 1995), which had its
Table Talk forum and bought the WELL with its legacy community from the old Bay Area BBS days.

 Social networks: Web-based communities were all about exploring ideas and sharing interests, and as
such they differ subtly from social networks, which came along soon after. Social networks are all about
me and my friends and what we're doing and who their other friends are, and whether they'd like to be
my friend.

 Build-your-own social networks: Give the people what they want by letting them make their own
network. There are several hosted BYO network services (pioneer Ning is probably the most well
known) and dozens more that integrate social networking into existing Web sites.

 Online communities will have to contend with smaller devices, and therefore, WebPages will have to be
adaptable to accommodate various sizes of screen displays and bandwidth.

CONTENT GUIDELINES FOR ONLINE COMMUNICATIONS

The following guidelines are intended for all units, members and officers participating in any internet based
social media or communication that is associated with and/or endorsed by the APS.

1. Protect confidential and proprietary information.

2. Respect copyright and privacy laws.

3. Adhere to APS policies.

4. Do not share information or announcements related to unconfirmed programming.

5. Always follow APS brand standards for all APS endorsed social accounts. Any blog, Twitter account,
Facebook page, YouTube channel, etc. that is produced or supported by APS, will follow all APS brand
standards, including color schemes, fonts and logo usage.

6. Moderate actively. The social media team will work with each unit to develop a moderation plan on APS
endorsed pages.

7. Respect your audience. Remember, APS is a global organization whose members diverse set of customs,
values and points of view. Be respectful. This includes not only the obvious (don't use ethnic slurs,
personal insults, obscenity, etc.), but also proper consideration for topics that may be considered
objectionable or inflammatory.

8. Add value: Social media will only be beneficial if you add value to your followers, readers, fans and
users. There are millions of contributors out there.

9. Don't pick fights. Avoid unnecessary or unproductive arguments. When false or misleading comments
are made, you may publicly correct the misinformed, but always do so with respect, stick to the facts and
identify your affiliation.

10. Be responsible and use your best judgment. Engage in social media conversations the right way.
Remember there are always consequences to what you publish.

SOCIAL MEDIA MEASUREMENT

Social media measurement is a way of computing popularity of a brand or company by extracting

information from social media channels, such as blogs, wikis, news sites, micro-blogs such as Twitter,
social networking sites, video/photo sharing websites, forums, message boards and user-generated content
from time to time.
There are two types of social measurement are:

1. Ongoing Analytics: Ongoing analytics are necessary for keeping up with the overall pulse of general
conversation about your brand and company. Once your brand tracking is set up, you can just let it run and
check in regularly to see how everything is going.

2. Campaign-Focused Metrics: Campaign-focused metrics help you understand the impact of targeted
marketing initiatives and will vary from campaign to campaign, depending on your goals for each.

THE ROI IN SOCIAL MEDIA MARKETING

ROI stands for "return on investment." Social media ROI represents the return on investment from your
social media activities. Generally speaking, social media ROI is a measure of all social media actions that
create value, divided by the investment you made to achieve those actions. how to measure social media
ROI for your business

Step 1: Define clear social media objectives : This is where you define what value, in terms of social
media results, means to your brand.
Step 2: Set smart goals: Once you've established clear objectives that link your social media ROI to real
business results, you need to set goals.

Step 3: Track the right performance metrics: You need to track social media metrics to determine
whether you're achieving objectives and meeting your goals.

Step 4: Calculate how much you spend on social media: You need to understand your full investment in
social media to you're ga good return. There are several key things you need to include: getting

(i) Cost of tools and platforms

(ii) Budget allocated to social ad spends
(iii) Content creation
(iv) Time spent by your social media team
(v) Agencies and consultants

Step 5: Create an ROI report: Only 60% of digital marketers actively share their social media ROI
results, according to LinkedIn research. That means 40% do not.

DASHBOARDS: A marketing dashboard is a compilation of all of the pertinent data about a company's
marketing efforts. Marketing dashboards benefit both marketing and the executive team. A marketing
dashboard can be invaluable for making strategic decisions and adjustments to your sales funnel. A
marketing dashboard should serve the following purpose:

a) Show KPIs (Key Performance Indicators)

b) Integrate Data from various sources and present a consolidated view

c) Provide a way to measure the overall results and investments of your marketing programs

d) Provide the ability to measure these metrics and make decisions based on this information

Steps to creating an effective marketing dashboard:

1. Determine your Audience: To build an effective dashboard the most important step is to define your
audience. A welldesigned dashboard tells a compelling story that links to actionable KPIs that benefit the
viewer.

2. Set Objectives of your Stakeholders: Different Marketing dashboards can tell a different story and it is
important to establish the objectives of each of your dashboards.

3. Determine Marketing KPIs:It is important to determine what metrics are important for your specific
marketing strategy. These KPIs can include marketing performance metrics of each program or campaign
such as likes, clicks, dwell time, traffic, click through rate, etc.

4. Determine Data Sources and How to Provide a Unified View: New marketing platforms have made it er
for business owners and marketing teams to manage everything from their website, email marketing, call
tracking, to their social media strategy.
5. Visualize your Data: Marketing Analytics tools can provide you with countless amounts of data and it's
important that you convey the right message with your marketing analytics dashboard.

6. Data Integration: Today a marketing team uses hundreds of tools that contain a myriad of metrics. A
very important objective of any analytics dashboard is to consolidate and integrate data into a consistent
view using some sort of visualization tool.

SOCIAL APPLICATIONS MARKETING

Social media marketing is the use of social media platforms to connect with your audience to build your
brand, increase sales, and drive website traffic. This involves publishing great content on social media
profiles, listening to and engaging your followers, analyzing your results, and your running social media
advertisements.

1. Strategy : Before you dive right in and publish something on social media, let's take a step back and look
at the bigger picture. The first step is to think about your social media strategy.

2. Planning and Publishing: Social media marketing for small businesses usually starts with having a
consistent presence on social media. Close to three billion people (3,000,000,000!) use social media. By
being present on social media platforms, you give your brand an opportunity to be discovered by your
future customers.

3. Listening and Engagement: People might even talk about your brand on social media without letting you
know. So you will want to monitor social media conversations about your brand. If it's a positive comment,
you get a chance to surprise and delight them. Otherwise, you can offer support and correct a situation
before it gets worse.

4. Analytics: The social media platforms themselves provide a basic level of such information. To get more
in-depth analytics information or to easily compare across social media platforms, you can use the wide
range of social media analytics tools available, such as Buffer Analyze.

5. Advertising: When you have more funds to grow your social media marketing, an area that you can
consider is social media advertising. Social media ads allow you to reach a wider audience than those who
are following you.

6. Social Media Marketing Resources: Social media platforms are always evolving. When Facebook first
started, people can only share text updates. Now, there are so many content formats such as images, videos,
live videos, and Stories. Hence, social media marketing is always changing, too.

7. Social Media Marketing Blog: Buffer's social media marketing blog covers the latest social media
strategies and tools for Facebook, Instagram, Twitter, and more.

8. Social Media Marketing Guide: The complete beginner's guide to creating a social media marketing
plan, for those brand new to social media and looking for a straightforward way to start.
9. Social Media Listening and Engagement Guide: Here's why we think social media listening and
engagement is so important and how you can overcome the challenges to developing a successful strategy.

10. Social Media Analytics Guide: There's a wealth of information and insights in your social media data.
Here are seven simple, quick, and actionable social media analytics tips. There's so much to learn with
social media advertising.

REPUTATION MANAGEMENT: Reputation management is the practice of attempting to shape public

perception of a person or organization by influencing online information about that entity.

CONCEPTS OF REPUTATION MANAGEMENT (RM)

Reputation management is the practice of attempting to shape public perception of a person or organization
by influencing online information about that entity.

REPUTATION MANAGEMENT PROCESS: Various steps in Reputation Management Process are:

Step-1: Evaluate Your Reputation Situation: The evaluation test is not always required as some
circumstances are very familiar to our see experts. Usually this test is conducted when the negative link
resides in position 1-5 on page.

Step-2: Develop an Action Plan with a Reasonable Expectation: senior project management staff will
consult about your project and make recommendations to the proposal coordinator in order to create a
smart and timely action plan based on the circumstances.

Step-3: Create a written proposal detailing the action plan items: It will then provide a written proposal to
the client for review and schedule a go to meeting if required to answer any questions about our reputation
management program.

Step-4: Proposal approved by client we begin work immediately: Once the proposal is signed and faxed or
email backs to us our development process begins! Our staff will create a project management login so that
the client may follow every step of their project development.

Step-5: 1st meeting - discuss content press release -project requests: Your assigned project management
associate will schedule a call with you to discuss all aspects of the projects and better explain the 1st steps
to getting your reputation management program underway.

FEATURES OF ONLINE REPUTATION MANAGEMENT

Online reputation management is the process of controlling what shows up when someone googles your
name. This will show you how to promote positive content to the top of your search results and push
unwanted content down.

Various features of Online Reputation Management are:

1. A safe and secure online environment: Teams within corporations have access to and must share
restricted information. When they are sharing and exchanging information online, they must be confident
that they are doing so in a safe and secure setting.

2. A collaborative workspace for internal and external partners: Many large corporations require online
"PR war rooms" not just for their internal teams but with their external providers like advertising agencies
and public relations firms.

3. One platform and one window: Reputation management tools now have the ability to deliver information
through a single dashboard. The conversations taking place in print, TV, radio, online media, social media,
blogs and discussion boards can all arrive in one place to be analyzed. PRNewswire, for example, offers
numerous services from one platform and makes it easy to navigate from the latest press release sent over
PRNewswire to Profnet.

4. Search and monitoring functions: Issues don't always emerge fully formed. Often they take weeks or
even months to develop. A good reputation management tool allows its users to track emerging stories and
conversations and their histories.

5. A cost-effective price point: With the potential for millions of conversations to take place about a
company's brand all at once, traditional ways of monitoring those conversations would be cost-prohibitive,
if not impossible.

6. Open, extensible content architecture: Given how quickly technology changes and how rapidly new
media channels are opening up (where was Twitter a year ago?), any technology adopted by a company
must be flexible, with media monitoring feeds, databases and metrics.

7. Real-time alerts: Brand protectors need warnings about what's being said about their company's most
precious asset. Reputation management tools must be equipped to deliver alerts in real-time. Early warning
systems are essential.

8. Expert packaging: Corporations are a microcosm of society. Just as consumers are bombarded with
information every minute of the day, corporate employees must juggle many issues and ideas at once.

9. Reporting and analysis: Tools must have the ability to crunch numbers. They must have the capacity to
report on and measure earned media and coverage across media channels and relate it back to their inputs.

10. Easy and cost-effective to deploy: Companies have enough headaches. They don't need the hassle of
having to integrate new technologies and applications with existing ones.

REASONS/ Importance FOR ONLINE REPUTATION MANAGEMENT

Online reputation management (ORM) is a strategy and process of monitoring, identifying, and influencing
your digital reputation and credibility online. An effective online reputation management strategy can also
provide you with new opportunities and insight on increasing your brand awareness.

1. Increase sales : Many people are researching brands, services and products online before they make the
final purchase decision. Do you know what they are looking for? If not, then you are already missing out.
What difference do you're marketing campaigns make if you are not sure what message is being received
by the people you are trying to reach?

2. Build trust and credibility : Having the trust of your clients is a major component of success. Your
clients discuss their purchases with friends and when they have a problem they will most likely spread the
word about their experience.

3. Show your best side: Current and potential investors, corporations, banks and the general public are all
going online to research your business before doing business with you.

4. Online insights: Gossip, speculation and rumors have destroyed great names in the past and many
businesses I have lost the confidence of their target market due to this.

During a crisis online it is very common to have inside information available, but is often leaked to
external sources before reaching all of the essential channels. Back in the day it was easy

5. Recruitment: The top individuals in industry are forever head hunted and by knowing that, they will
most likely research your company and look at all the facts concerning your brand before they accept any
position at your company.

STEPS IN ONLINE REPUTATION MANAGEMENT

Step 1: Tracking and monitoring: Before you can manage your online reputation, you need to first learn
what is being said about you and get an idea what the sentiment is. Sentiment is usually measured in
positive, negative or neutral terms. To do this, you should identify various methods you plan to employ to
listen into online conversations.

Some good tools to help you with this are:

(i) Social Mention-socialmention.com

(ii) Google Alerts-google.com/alerts

(iii) TweetBeep - tweetbeep.com

(iv) Technorati - technorati.com

(v) BlogPulse - blogpulse.com

(vi) Tag Bulb - tagbulb.com

Step 2: Evaluate and interpret: Since there are many tools that help to automate the process of finding
conversations online and measuring sentiment, you can easily miss this important step if you are not
careful. It is important to read through the results and try to interpret the true meaning.

Step 3: Engage and act: Now that you have a list of categories you wish to address and you have the basis
for what the issues are you want to focus on, you need a plan of action. to suggest that you put together a of
editorial calendar that allows you to plan how and when you will act.

STRATEGIES OF ONLINE REPUTATION MANAGEMENT

Various Strategies of online reputation management are:

1. Getting the Best Reputation: Creating natural reviews that arise from customers and genuinely reflect
your brand strategy is challenging. The truth is that most customers, even if satisfied with your products
and services, don't post online reviews without encouragement.

2. Encouraging Positive Reviews: In the service industry, such as restaurants, customers are immediately
asked for feedback. Many people are happy to share their positive feedback on their social media profiles
or on the company's Facebook page when prompted to do so after a pleasant experience.

3. Do not be afraid of negative feedback: If your reputation strategy is clearly communicated to all staff
and they understand the importance of ensuring greater value, negative feedback will be minimal. Having
some negative reviews adds legitimacy to a business' page and creates a conversation about the brand that
raises awareness.

4. This, Too, Can Be Automated: Reputation management might sound daunting at first, but there are ways
to streamline the process and take the headache and anxiety out of it. Many excellent tools are available for
tracking feedback generation, follow-ups and converting feedback into online reviews. With these tools, a
user can automate the entire review generation process and make it easy for customers to post their reviews
to social media sites and propagate them throughout the web.

TOOLS OF ONLINE REPUTATION MANAGEMENT

Various tools of Online Reputation Management are:

1. Trackur : Your Trackur is a social media monitoring tool that offers instant notifications when your
brand is mentioned.

2. Naymz is a useful tool for tracking your social influence, which is closely tied to your online reputation.
3. Brandseye: Brandseye has a full set of features that make online reputation management simple. Get
email notifications when your brand is mentioned online, and track conversations and compare metrics
with your internal data.

4. Rankur: Discover trending topics, track your social media presence and manage your online reputation
more effectively with Rankur.

5. Social Mention: A totally free tool, SocialMention is a search engine that scours the social sphere for
mentions of your brand or a competitor or any key phrase you type in.

6. Google Alerts: Google is always expanding its tools and applications, but Google Alerts is one that's
actually been around for a while and it's still one of the most effective tools for online reputation
management.

CRISIS MANAGEMENT

A crisis can occur as a result of an unpredictable event or as an unforeseeable consequence of some event
that had been considered a potential risk. In either case, crises almost invariably require that decisions be
made quickly to limit damage to the organization. For that reason, one of the first actions in crisis
management planning is to identify an individual to serve as crisis manager. Other crisis management best
practices include:

i) Planning in detail for responses to as many potential crises as possible.

ii) Establishing monitoring systems and practices to detect early warning signals of any foreseeable crisis.

iii )Establishing and training a crisis management team or selecting an external crisis management firm
with a proven track record in your business area.

iv) Involving as many stakeholders as possible in all planning and action stages.

IMPORTANT QUESTIONS

Section - A

1. What do you mean by social media marketing?

2. What is youtube advertising?
3. Give the meaning of Bing Adcentre.
4. What is facebook marketing?
5. Give the meaning of LinkedIn marketing.
6. What do you mean by content marketing?
 7. Define Email marketing
8. What are online Communities?
9. Give the meaning of reputation management.
10. What is crisis management ?

Section – B/ C

11. Explain the importance of Social Media Marketing

12. Explain the process of SMM
13. Explain the advantages and disadvantages of Youtube advertising.
14. Write a short note on Bing Ad Centre
15. Write a short note on Facebook Marketing
16. Write a short note on LinkedIN Marketing
17. Write a short note on Content Marketing
18. Write a short note on E-Mail Marketing
19. Explain the evolution of online communities.
20. Examine ROI in social media marketing
21. Explain tools and dashboards of social media marketing
22. Explain the importance of crisis management.