MBA 207UNIT 1Introduction to DIGITAL Marketing dr kanchan.pptx

Study material for management students.

1. DIGITAL MARKETING AND E COMMERCE UNIT 1 INTRODUCTION TO DIGITAL MARKETING AND WEBSITE & BLOG DEVELOPMENT Prof.(Dr) KANCHAN KUMARI Faculty of Management & Marketing

2. Introduction to Digital Marketing Digital marketing, also called online marketing, It is the promotion of brands to connect with potential customers using the internet and other forms of digital communication . This includes not only email, social media, and web-based advertising, but also text and multimedia messages as a marketing channel.

3. Website and Blog Development A website is a group of connected web pages containing more information about a business or organization and its offer. Conversely, a blog is where a writer or group of writers share their opinions and perspectives on specific topics. Also websites host blogs, but it's important to note that the two are distinct. A blog is a frequently updated web page used for personal commentary or business content . Blogs are often interactive and include sections at the bottom of individual blog posts where readers can leave comments.

4. Significance & Importance of Digital Marketing Advantages of e-marketing is the ability to measure the effectiveness of marketing campaigns in real-time . Through the analytics tools and tracking mechanisms, businesses can get data on user behavior, engagement, conversion rates, and return on investment (ROI). Better Brand Awareness. ... Wide Customer Reach. ... Increased Customer Engagement. ... Real-Time Customer Feedback. ... Data-Driven Decision-Making. ... Greater Market Share. ... Cost-Effectiveness. ... High Return on Investment (ROI)

5. Traditional Marketing Vs Digital Marketing

6. Traditional marketing Communication is unidirectional. Meaning, a business communicates about its products or services with a group of people. Medium of communication is generally phone calls, letters and emails. Campaigning takes more time for designing, preparing and launching It is carried out for a specific audience throughout from generating campaign ideas up to selling a product or a service It is a conventional way of marketing; best for reaching local audience. It is difficult to measure the effectivenessof a campaign.

7. Digital marketing Communication is bidirectional. The customer can also ask questions or make suggestions about the business products and services. Medium of communication is mainly through social media, chat, websites and emails. There is always a fast way to develop an online campaign and carry out changes along its development. With digital tools, campaigning is easier. The content is available for general public. It is then made to reach the specific audience by employing search engine techniques. It is best for reaching global audience. It is easier to measure the effectiveness of a campaign through analytics.

8. Digital Marketing Process Create a customer profile Identify your goals. ... Focus on content. ... Evaluate existing digital marketing channels. ... Explore and implement automations. ... Nail mobile optimization.

9. The contemporary digital revolution The Digital Revolution (Third Industrial Revolution) is the shift from mechanical and analogue electronic technology to digital electronics, which began in the closing years of the 20th century. The adoption of computers and other aspects of digital technology has transformed how humans interact with their environment, and these changes continue to the day.

10. History of Digital Revolution in Brief The invention of the Analytical Engine (the precursor to the modern-day computer) by Charles Babbage in the late 19th century and as well as that of the telegraph is believed to have accelerated the Digital Revolution. Digital communication began to be viable for economic reasons when the personal computer was invented. The Digital Revolution was all about the conversion of analog technology to that of the digital format. This would make it possible for copies of the original to be made. For example, repeatable hardware was able to amplify the digital signal and pass it on with no loss of information in the signal The turning point of the revolution was the change from analogue to digitally recorded music. During the 1980s, the digital format of optical compact discs gradually replaced analog formats, such as vinyl records and cassette tapes, as the popular medium of choice.

11. India and Digital Revolution The Digital India programme , launched in July 2015, is a flagship programme of the Government of India with a vision of transforming India into a digitally empowered society and knowledge economy. India is one of the biggest and fastest-growing digital markets in the world. Decisive government action and private-sector innovation are driving rapid, large-scale digital adoption. With nearly 1.2 billion mobile subscriptions and 560 million internet subscriptions, India is home to the second-largest mobile subscription base in the world and the second-largest internet.

12. Conclusion of Digital Revolution The Digital revolution has given considerable benefits to society at large, but it has also brought its fair share of concerns in the process. Powers of communication and information sharing have been greatly expanded and with it  new technologies that can exploit the information concerned have also cropped up. It has ushered in a new scenario where mass surveillance can become the norm, bringing in its wake new concerns about civil and human rights.

13. D igital transformation framework 5 Elements A digital transformation framework is the blueprint for how an organisation moves through a period of significant change because of the current evolving business conditions. Pre-planning Resourcing Business visioning Define and restrict project scope Data migration

14. Website A website is a collection of files accessed through a web address, covering a particular theme or subject, and managed by a particular person or organization . Its opening page is called a home page. Google Search consists of a series of localized websites . The largest of those, the google.com site, is the top most-visited website in the world.

15. Types of Website Business Website. ... eCommerce Website. ... Blog Website. ... Portfolio Website. ... Membership Website. ... Nonprofit Website. ... Personal Website. ... 8. News Websites.

16. Types of Website

17. Keywords Keywords are the words and phrases that people type into search engines to find what they're looking for. For example, if you were looking to buy a new jacket, you might type something like “ mens leather jacket” into Google . Even though that phrase consists of more than one word, it's still a keyword. usually keyword. ˈ kē -ˌ wərd . : a significant word from a title or document used especially as an index to content . b. : a word exemplifying the meaning or value of a letter or symbol.

18. Understanding Domain A domain name (often simply called a domain) is an easy-to-remember name that's associated with a physical IP address on the Internet . It's the unique name that appears after the @ sign in email addresses, and after www. in web addresses. A domain name is the address of a website. It's the name you type into a web browser to access that specific website. For example, the domain name for freeCodeCamp is freecodecamp.org. Domain names are important because they make it easy for people to remember the address of your website.

19. Webhosting Web hosting is an online service that enables you to publish your website or web application on the internet . When you sign up for a web hosting service, you basically rent some space on a physical server where you can store all the files and data necessary for your website to work properly. A web hosting service is a type of Internet hosting service that hosts websites for clients , It offers the facilities required for them to create and maintain a site and makes it accessible on the World Wide Web. Companies providing web hosting services are sometimes called web hosts.

20. Building Website CMS( Content Management System) Purchase web hosting and a domain name. Install your content management system of choice on your web server. Configure the content management system to dictate how your site looks and functions. Start writing content using the content management system's interface.

21. Building Website/Blog using WordPress Step 1: Choose Your Identity. Visit WordPress.com and click on Get Started to create your new account in a few quick steps. ... Step 2: Write Your First Post. Now it's time to flex those writing muscles! ... Step 3: Display Your Posts. ... Step 4: Create a Navigation Menu. ... Step 5: Get Your First Followers.

22. Using WordPress Plug-ins In your WordPress dashboard, choose Plugins > Add new. Search for a plugin with the search bar in the top right corner. A number of results will appear. After finding the plugin in the results, click Install Now. ... To use the plugin, you'll need to activate it.

23. Using WordPress Plug-ins A WordPress plugin is essentially a bit of code that “plugs in” to your self-hosted WordPress site. In human terms, that means a WordPress plugin is something that adds new functionality to your WordPress site or extends existing functionality on your site. One of the benefits of WordPress is that enterprising developers have written tens of thousands of WordPress plugins that you can add to your site.

24. THANK YOU Dr. Kanchan Kumari