SE Computer Engineering

Open Elective-Digital Marketing

Course Instructor
Prof- S. T. Chavan
Unit I -Introduction to Digital Marketing ( 07 Hours )

● Fundamentals of Digital marketing & Its Significance,

● Traditional marketing Vs Digital Marketing,
● Evolution of Digital Marketing,
● Digital Marketing Landscape, Key Drivers,
● The Digital users in India,
● Digital marketing Strategy- Consumer Decision journey Digital advertising
Market in India
● Skills in Digital Marketing,
● Digital marketing Plan.
Digital Marketing
● Digital Marketing is the practice of promoting products or services using
digital channels such as websites, social media, search engines, emails, and
mobile apps. Unlike traditional marketing (TV, radio, print), digital
marketing relies on the internet and electronic devices.
● Digital Marketing is the process of promoting products, services, or brands
using digital technologies and channels.
● It mainly uses the internet, but also includes mobile phones, social media,
email, and other digital platforms
Significance of Digital Marketing

✅ Cost Effective: Small businesses can ✅ Improved Engagement: It enables two-way

advertise online with a smaller budget communication — you can interact directly with
compared to traditional ads (TV, customers through comments, chats, and social
newspaper). posts.

✅ Global Reach: Your business can be ✅ Better Conversion Rates: Digital campaigns
seen by people around the world, 24/7. can drive specific actions — like buying a product
or signing up for a newsletter.
✅ Targeted Audience: You can choose
✅ Competitive Advantage: Businesses using
who sees your ads based on age, location,
digital marketing effectively can stand out from
interests, or online behavior.
competitors.
✅ Measurable Results: You can track ✅ Career Opportunities: As more businesses go
clicks, conversions, sales, and ROI in real- digital, the demand for skilled digital marketers
time and make improvements. keeps growing.
Digital Marketing VS Traditional
Why is Digital Marketing Important?

🌐 Wider Reach — You can reach a global audience.

💰 Cost Effective — Often cheaper than traditional ads.
🎯 Targeted Audience — Reach specific groups based on age,
interests, location, etc.
📈 Measurable Results — You can track performance in real-time
(clicks, views, sales).
🔄 Interactive — Two-way communication with customers.
 Key Components of Digital Marketing

1.Search Engine Optimization (SEO)

● What it means: SEO is the practice of improving your website's content and structure so it
ranks higher on search engine results (like Google) organically — i.e., without paying for ads.
● Why it matters: Higher visibility means more visitors to your site.
● Example: A food blogger uses the right keywords like “easy Indian recipes” in their blog posts,
so their page appears in Google search when someone searches for those recipes.

2. Social Media Marketing (SMM)

● What it means: Using platforms like Instagram, Facebook, Twitter, LinkedIn to promote a
brand and engage with the audience.
● Why it matters: It's where people spend their time. Social platforms help in brand building,
promotions, and customer connection.
● Example: Zomato posts funny, relatable food content on Instagram — this keeps users
engaged even if they’re not ordering food at the moment.
3. Content Marketing
● What it means: Creating and sharing valuable content (like blogs, videos,
infographics) to attract and retain customers.
● Why it matters: Builds trust and helps users before they even buy something.
● Example: A skincare brand posts educational blogs like “How to deal with oily skin”
to help customers — and then recommends their product in the article.

4. Email Marketing
● What it means: Sending emails to people to inform, promote, or remind them about
a brand, offer, or service.
● Why it matters: It’s direct, personal, and often has a high return on investment
(ROI).
● Example: Flipkart sends emails with “Your Wishlist is on Sale” — encouraging
people to return and make a purchase.
5. Mobile Marketing
● What it means: Promoting products and services through mobile devices using
SMS, in-app ads, WhatsApp, push notifications, etc.
● Why it matters: Most internet users are on mobile phones — reaching them directly
improves response.
● Example: Swiggy sends SMS offers like “Get ₹100 off on your next order” to bring
users back.

6. Pay-Per-Click (PPC) Advertising

● What it means: A type of digital ad where you pay only when someone clicks on
your ad (common in Google Ads).
● Why it matters: Saves money because you only pay for actual interaction.
● Example: A coaching class runs a PPC ad for “JEE Coaching in Pune” — they pay
only if someone clicks and visits the website.
7. Influencer Marketing
● What it means: Partnering with social media influencers (who have a loyal follower
base) to promote your brand/product.
● Why it matters: People trust influencers and their recommendations often drive
sales.
● Example: Mamaearth collaborates with beauty YouTubers who review their
products, encouraging followers to try them.

8. Affiliate Marketing
● What it means: Brands give people (affiliates) a link to promote their product. If
someone buys through that link, the affiliate earns a small commission.
● Why it matters: It's cost-effective for businesses and profitable for affiliates.
● Example: A tech blogger adds Amazon links to phones. If readers buy via those
links, the blogger earns money.
Basic Tools in Digital Marketing

● Google Analytics — Track website traffic.

● Google Ads & Facebook Ads Manager — Manage paid campaigns.

● SEO Tools — Like SEMrush, Ahrefs, or Moz.

● Email Tools — Mailchimp, SendGrid, etc.

● Social Media Tools — Hootsuite, Buffer, etc.

📌 Skills Needed

✅ Creativity
✅ Analytical thinking
✅ Basic design skills
✅ Good communication
✅ Understanding of trends and consumer behavior
Evolution of Digital Marketing
(1990-2000)
● The term "Digital Marketing" was first used in the 1990s.
● Email Marketing Begins: Marketers started sending newsletters and promotional emails.
● First Banner Ad (1994): The first clickable web ad appeared on HotWired.com.
● Search Engine & SEO Era: Google launched in 1998, making it easier for users to find
content.
● Search Engine Optimization and Pay-Per-Click advertising emerged as vital strategies.

(2000-2010):
● SEO & SEM became key strategies.
● Rise of Amazon, eBay, and other e-commerce platforms.
● Social Media Emerges: Facebook (2004), YouTube (2005), Twitter (2006).
Evolution of Digital Marketing
Mobile Marketing Era (2010–2015):

● Web 2.0 enabled user interaction and content sharing.

● Brands began creating content for Facebook, Instagram, LinkedIn.
● Smartphone boom led to mobile-optimized websites & apps.
● Introduction of Influencer Marketing and Real-time engagement.

Data-Driven & Personalized Marketing (2015–2020):

● Big Data & AI: Data analytics and machine learning allow hyper-targeted ads and
campaigns.
● Tools like Google Ads, Meta Ads, and email automation platforms gained popularity.
● Rise of chatbots, programmatic advertising.
● Content Marketing and Video Marketing gained massive popularity.
● Marketers adapted to new trends like voice SEO and smart speakers.
Evolution of Digital Marketing
Current & Emerging Trends (2020s Onward)

● AI & Machine Learning drive personalized experiences (e.g., Netflix, Amazon).

● Growth of voice search, smart assistants, reels, shorts.

● Data privacy laws (GDPR, CCPA) change how marketers handle data.

● Chatbots, WhatsApp Business, and real-time engagement are crucial.

● Immersive technologies like AR/VR and the Metaverse enable brands to offer
unique, virtual brand experiences.
Digital Marketing Landscape

The digital landscape is the collection of hardware, software, and content that interact
with digital advertising. This includes email services, websites, computers,
smartphones, videos, blog posts, and so on.

The Digital Marketing Landscape is a comprehensive term that encompasses all

the digital channels, platforms, tools, and strategies that businesses use to connect
with customers online.

It reflects the constantly evolving digital environment driven by technology,

consumer behavior, and market trends. If some advertisements don’t work,
companies create new ways of showing ads. If content doesn’t reach people,
companies make different types of content.
The Four types of a Digital Landscape
Social media landscape. This includes platforms like YouTube and Facebook.
These platforms tend to have broad access to users and distinctive characteristics.

Examples: Facebook, Instagram, YouTube, X (Twitter), TikTok, LinkedIn.

Key Traits:

● Each platform has unique features, user behaviors, and content styles.

● Success in one platform doesn’t guarantee success in another due to differing

algorithms, audiences, and formats.

Strategic Use: Build brand awareness, foster communities, and engage directly with
users.
2. Marketing Landscape

Covers the tools, strategies, and techniques used to reach and convert audiences.
● Includes:
○ SEO, Google Ads, email campaigns, influencer marketing.
○ Blog posts, landing pages, webinars, and offline content with digital links
(QR codes, URLs).

● Purpose: Attract leads, drive conversions, and retain customers.

● Note: While social media is a part of marketing, this category also spans
beyond social platforms.
3. Technology Landscape
Encompasses the tools, infrastructure, and platforms enabling digital interaction
and marketing.
● Includes:
○ User devices (smartphones, laptops), browsers, operating systems.
○ Backend tools: CMS platforms (WordPress), CRM software (Salesforce),
automation tools (HubSpot).
● Importance:
○ Determines how content is accessed and experienced.
○ Drives personalization, data collection, and campaign optimization.
4. Media Landscape
Refers to the broader environment of content, news, trends, and narratives in which
brands operate.
● Includes:
○ News outlets, blogs, public discourse, trending topics.
○ Both online and offline sources that shape public perception.
● Key Challenge:
○ Brands often have limited control over this space.
○ Requires adaptability and reputation management.
Key Elements of the Digital Marketing Landscape:

1. Digital Channels
These are the places where businesses reach and communicate with their audience.

● Examples: Websites, social media platforms (like Facebook, Instagram), search engines (like Google),
mobile apps, email, and messaging platforms (like WhatsApp).

2. Platforms and Tools

The software and services used to plan, create, distribute, and analyze digital marketing campaigns.

● Examples:
○ CRM tools like Salesforce
○ Email marketing platforms like Mailchimp
○ Analytics tools like Google Analytics
○ Ad platforms like Google Ads or Meta Ads Manager
3. Marketing Strategies
These are the planned approaches to attract, convert, and retain customers.

● Examples:
○ Content Marketing: Creating valuable blogs, videos, or posts
○ SEO (Search Engine Optimization): Improving visibility in search engines
○ PPC (Pay-Per-Click Ads): Paying for targeted traffic
○ Social Media Marketing: Building engagement on platforms like Instagram or LinkedIn

4. Audience Interaction and Personalization

Understanding user behavior and tailoring experiences to meet their needs.

● Examples:
○ Personalized email campaigns
○ Chatbots for instant customer support
○ Retargeting ads based on past website visits
Key Components of the Current Digital Marketing Landscape:

● Channels
● Technologies
● Content Formats
● Trends
● Strategy
● Channels: Includes websites, social networks ● Technologies: Artificial intelligence, data
(like Facebook, Instagram, LinkedIn), mobile analytics, marketing automation, and
apps, search engines, email marketing, video personalization tools are now central, allowing
platforms (such as YouTube), and emerging for predictive targeting and more tailored user
platforms (like messaging apps and voice
experiences
assistants)
● Trends: Key trends in 2025 include privacy-
driven marketing (due to increased regulations),
● Content Formats: Text, images, videos, the rise of AI for content creation and audience
podcasts, interactive media, and immersive segmentation, growth in short-form and
experiences (AR/VR) are used to reach users interactive content, and a heavier focus on
omnichannel strategies to provide cohesive
● Strategy: Digital marketing strategies often customer experiences across platforms
integrate paid media (e.g., search ads, display
ads, social media ads) and organic methods ● The landscape is highly dynamic, requiring
(SEO, content marketing, community marketers to continually adapt to new tools and
engagement) consumer expectations. Organizations
increasingly rely on multi-channel campaigns,
automation, and data-driven decision-making to
remain competitive
Key Drivers, The Digital users in India

Key Drivers:
A key driver refers to a main factor or force that strongly influences an outcome, change, or
result.

A key driver is something important that pushes or drives progress or success in a particular
area.

For example, in digital marketing, things like mobile phones and social media are key drivers
because they help businesses reach more people.

These key drivers show how digital marketing is shaped by technology, trends, and customer
expectations. Successful marketers use these tools to reach the right audience in smart, creative,
and responsible ways.
Internet and Mobile Penetration:
More and more people now have smartphones and access to the internet, even in small towns and villages.This
means more customers are online, so businesses also go online to reach them.

● Increases the Online Audience

● Makes Marketing Affordable and Wider-Reaching
● Enables 24/7 Connection
● Promotes Regional and Local Content
● Supports E-commerce and Online Payments

Example (India):
○ WhatsApp for communication and promotions,

○ YouTube for video ads and tutorials,

○ Google for finding products and services,

● Brands now target these users with regional ads and offers.
Artificial Intelligence (AI) and Automation
Artificial Intelligence (AI) means machines or software that can “think” and make decisions like
humans. Automation means doing tasks automatically without human effort using technology.
● Personalized Marketing
AI helps companies show the right ads or content to the right people at the right time.
Example: You see ads for products you recently searched — that’s AI at work.
● Chatbots for Instant Help
Many websites use chatbots that answer your questions 24/7. Example: “How can I track my
order?” — a chatbot replies instantly.
● Product Recommendations
Platforms like Amazon or Netflix use AI to suggest products or shows based on your behavior.
● Email and Social Media Automation
Tools can automatically send emails, schedule social media posts, or respond to customers.
Saves time and keeps marketing going without human effort every time.
Data Analytics and Customer Insights
Data Analytics means collecting and studying data (information) to find useful patterns.
Customer Insights are the important things we learn about customers from that data — like what they like,
buy, or search for.
Understand Customer Behavior
● What do customers like or dislike?
● When are they most active online?
● What type of content do they enjoy (videos, blogs, reels)?
Personalization
● Data helps companies show relevant ads or recommendations.
● Example: You see ads for running shoes after searching for “fitness gear.”

Better Decision-Making
● Instead of guessing, marketers use facts and numbers to plan their campaigns.
● They know what’s working and what’s not — and adjust in real time.
Improve Products & Services
● Feedback from user data helps companies improve quality, pricing, or features.
● Example: If many users abandon carts due to high delivery charges, they might offer free shipping.
Track Campaign Performance
● Marketers track how many people saw an ad, clicked it, and bought something.
● Tools like Google Analytics or Facebook Insights help measure success.
Content Format Evolution

Content Format Evolution means the change and variety in how content is created and shared over
time.It includes new styles like short videos, memes, reels, podcasts, interactive polls, etc.

People's Attention Spans Are Shorter

● Users prefer quick and engaging content (like Instagram Reels or YouTube Shorts).

Different Platforms Need Different Formats

● What works on Instagram (photos, reels) may not work on LinkedIn (articles, infographics).
● Marketers adapt content for each platform.

More Interactive and Creative Content

● Marketers use polls, quizzes, and stories to engage users, not just inform them.

Keeps the Audience Interested

● Evolving content formats help brands stay trendy and relevant.
As content formats change, brands must evolve their marketing style to keep users interested, engaged,
and informed.
Voice and Visual Search
Voice Search means searching by speaking instead of typing.Visual Search means searching by using a
photo or image instead of words.
Faster and Easier for Users
● People use voice assistants like Google Assistant, Siri, or Alexa to ask questions.
● They take a picture or scan a product to find similar items online.
Improves User Experience
● Helps people who struggle with typing or spelling (especially in regional languages).
● Makes searching more natural and convenient.

Marketers Optimize Content for Voice

● Brands write content in a conversational style so it shows up in voice search results.
Supports Shopping and Search
● Visual search helps users find clothes, gadgets, or decor just by uploading a photo.
Voice and visual search help users find things faster and more naturally, and digital marketers must adjust
their content to appear in those kinds of searches.
Privacy and Regulatory Changes

Privacy means protecting a user’s personal data (like name, location, search history). Regulatory changes
are rules and laws made by governments to control how companies collect and use this data.

Customers Want Their Data Protected

● People are more aware and careful about how their data is used online.
● They want to know who is tracking them and why.
● Governments create laws like GDPR (Europe) or Digital Personal Data Protection Bill (India).
● These laws force companies to ask for permission before collecting or using data.
● Businesses need to clearly tell users:
○ What data they collect,
○ Why they collect it,
○ How they will use it.
● If not, they can be fined or blocked.

Privacy rules protect users, and businesses must follow them.This changes how marketers collect data,
show ads, and build trust with customers.
Emergence of New Platforms

New digital platforms (apps, websites, tools) keep coming up where people spend time online.
As new digital platforms keep emerging, they open fresh opportunities for marketers to connect with
users in new, creative ways.

Examples include Threads, Snapchat, Clubhouse, Telegram, and newer shopping or video apps.

Instagram became popular for reels, so businesses started making reel ads.

Now, if a new app like Threads or Lemon8 gets users, brands will start marketing there too.
Government Initiatives and Support

● Campaigns like Digital India, Startup India, and Make in India encourage people and
businesses to go digital.

● Free Wi-Fi, digital payments, and online education are becoming common.

● These create more opportunities for digital marketing in cities and rural areas.

All these drivers push the growth of digital marketing. As more people go online and technology
advances, businesses must keep up to reach, impress, and serve their digital audience.
Digital Users in India

Who are digital users?

Digital users are people who use internet-connected devices like smartphones, tablets, or
computers to access digital services, such as social media, e-commerce, online banking,
streaming, and education.

India’s digital population is huge and growing, especially in rural areas and regional
languages. This makes India one of the most important markets for digital marketing and
digital services.

Many users prefer Hindi, Tamil, Marathi, or other Indian languages online — not just English.

This drives the growth of regional content.

Evolution of Digital Marketing
Evolution of Digital Marketing
Evolution of Digital Marketing
Evolution of Digital Marketing
Evolution of Digital Marketing