S.Y.B.B.A. (C.A.) Semester –III Course Code: CA-301 Subject: Digital Marketing

 Objectives:

1.     The aim of this syllabus is to give knowledge about using digital marketing in and as business.

2.     To make SWOT analysis, SEO optimization and use of various digital marketing tools.

UNIT 1 - E-Commerce

1.1           Introduction

1.2    Understanding Internet Marketing

1.3    Search Engine Optimization

1.4    Search Engine Marketing

1.5    Email Marketing

1.6    Digital Display Marketing

 

1.1            What is Digital Marketing?

Digital Marketing is a subset of marketing that is used to promote a brand or product using one or more electronic technologies. The goal is to influence target consumers in taking action.

1.1.1    Scope of Digital Marketing for E-Commerce

·        Now days, digital marketing has entered into every field. The primary reason behind this phenomenon is that business processes are evolving very quickly and there are a lot of research and changes done in the industry. We are getting diverted by one or the other upcoming trends. Coming to consumers, we can't pretend about them as their behaviour is changing by every minute. Digital marketing as a mechanism can easily adapt to these changes.

·        For example, it is your birthday coming up but no time to go to a shopping mall, and you know you need to shop a lot from a dress to a pair of shoes, accessories and bags. At this time E-commerce shopping website helps you. Another example is, when guests are coming home for dinner but you are out of groceries, you order and you get it on time. These are a few day-to-day examples and in fact, this has become a part of our lives.

·        We got so used to these marketing sites for clothes, accessories -we order from Flipkart, Myntra, Ajio, Jabong or any other site, for groceries- Reliance Smart or Grofers.com and Zomato, Swiggy or Food Panda for food.

·        E-commerce is a business where buying and selling completely depends on internet. Therefore the Digital Marketing comes into the picture, as it is the medium to help E-commerce business to grow. The speedy growth of smartphones and internet give comprehensive access to selling and purchasing merchandise at an ease.

·        Using Digital Marketing, E-commerce creates huge revenue as it helps to acquire customers and brand value. Customers are no more dependent just on content or a word-of-mouth before buying a product; they make sure to read the reviews about a product on all the platforms on which the product is listed.

·        According to the recent analysis, 37 million social media visits led to 529,000 orders approx. Out of others, Facebook helps to get more traffic to the website which leads to sales constituting average 85% of all the orders.

·        It has become very important to grab customer’s attention as they get distracted really easily; this is where Digital Marketing comes into the picture and help E commerce businesses to go through such challenges. Digital Marketing focuses on incorporating its appropriate marketing channels to make it easier for E-commerce businesses.

1.2            Understanding Internet Marketing

·        Internet marketing, or Online marketing, refers to advertising and marketing efforts that use the Web and email to drive direct sales via electronic commerce, in addition to sales leads from websites or email.

·        Some examples of internet marketing are Social Media, Email, SEO. Content Marketing, Search Engine Marketing. Using social media like Facebook, Instagram etc. you can market your products and services by using internet. Email marketing includes sending a commercial message to a group of people by using email.