UNIT - 1

DIGITAL MARKETING

1. Define digital marketing?

Digital marketing is the use of digital technologies and platforms to promote products and
services, as well as to connect with potential customers.

2. What are the 5 DS of Digital Marketing??

 Digital Devices — Digital devices are those that people use almost every day. Examples:
laptops, desktops, smartphones, tablets, smart TVs, wearable devices, gaming devices.

 Digital Platforms — These are the platforms with which users interact regularly. You can
use them for advertising. Examples: social media, search engines, websites.

 Digital Media Paid or owned digital media channels can be used to reach your target
audience. Examples: online ads, social media marketing, SMS, email marketing

 Digital Data — Data about your target audience used to achieve a marketing goal is
called digital data. You can generally collect data about your target audience through
surveys, apps, and other means. Examples: apps, contact forms, surveys

 Digital Technology — Digital technology is all about using technology to achieve a

marketing goal. Examples: artificial intelligence, virtual reality, augmented reality

3. Define Traditional Marketing:?

The traditional manner of marketing involved businesses to advertise their products or services
on print media, radio and television commercials, business cards, bill boards, and in many other
similar ways

4. Differences between digital marketing and traditional marketing?

5. List benefits of digital marketing?

1. Global reach

2. Cost efficiency

3. Measurable results

4. Effective targeting

5. Increased engagement

6. Flexibility

7. Improved conversion rate

8. Social currency

9. Greater ROI

6. Digital marketing channels?

1. Social Media Marketing -

It's the process of promoting your brand, products, or services on social media platforms
like Facebook, Instagram, TikTok, Twitter, and Linkedln.

2. Search Engine Optimization (SEO) -

Search engine optimization (SEO) is the process of improving the ranking of a website on
search

engines.

3. Email Marketing -

Email marketing is a direct marketing channel where you send marketing materials to
subscribers' email addresses.

4. Video Marketing -

Video marketing is using videos to promote your business and product/services.

5. Pay-per-click (PPC) -

Pay-per-click (PPC) adveltising enables marketers to reach audiences on news and other
websites and digital platforms through paid ads.

6. Affiliate Marketing -

Affiliate marketing is a commission-based sales scheme that rewards web publishers

when they sell one of your business' products through their website, social media
profile, or another digital platform.

7. Influencer Marketing -

Influencer marketing is when a brand builds awareness and trust for a product among an
influencer's followers (or fans) by using the influencer's power.

8. Content Marketing -

Content marketing is the strategic planning, creation, publication, and distribution of

valuable content to your target audience.

9. Mobile marketing -

Mobile marketing is any advertising activity that promotes products and services via
mobile devices, such as tablets and smartphones.

10.Referral marketing -
 Referral marketing is a highly valuable digital marketing channel. People listen to their
friends, family, and online peers.

7. What is Digital Marketing Strategy? List steps to create a digital marketing strategy

A digital marketing strategy is a comprehensive plan that outlines how a business will achieve its
marketing goals via online channels like search, social media, and email.

1. Identify Target Audience And Build Personas

2. Set goals and objectives

3. Evaluate your existing digital marketing presence

4. Build your Content Strategy

5. Set key performance indicators and benchmarks

6. Identify Budget Constraints

7. Execute and Optimize digital marketing strategy

8. Analyze Results

8. Define digital marketing budget?

It is a set amount of funds that the company uses only for its digital marketing activities.

9. Define resource allocation?

Resource planning refers to businesses' strategic decision-making process to allocate resources,

assign them to specific tasks, and optimize their performance.

UNIT - 2

CAMPAIGN PLANNING AND EXECUTION

1. Explain campaign planning and execution?

Planning and executing a digital marketing campaign involves several key steps. Whether you're
promoting a product, service, or brand, a well-thought-out strategy can significantly improve
your chances of success.

1. Define Your Goals:

2. Know Your Target Audience:

3. Choose the Right Channels:

4. Budget Allocation:

5. Craft Compelling Content:

6. Utilize SEO Best Practices:

7. Social Media Strategy

8. Email Marketing:

9. Landing Pages and Conversion Optimization:

2. How to monitor and adjust digital marketing campaigns?

1. Set Up Analytics and Tracking:

2. Define Key Metrics:

3. Regularly Review Performance

4. Compare Actual Performance to Goals:

5. A/B Testing:

6. Budget Adjustments:

7. Ad Creatives and Messaging:

8. Keyword Optimization (Paid Search):

9. Social Media Engagement

3. List social media platforms and explain its features ?

1.Facebook:

 Profiles and Pages: Users can create personal profiles or business pages.

 News Feed: Centralized stream of updates, posts, and content from friends and
pages.

 Groups: Communities for discussions and shared interests.

 Events: Users can create and discover events.

 Ads and Business Pages: Robust advertising platform for businesses.

2. Instagram:

 Photo and Video Sharing: Users can post photos and short videos.

 Stories: Ephemeral content that disappears after 24 hours.

 IGTV: Platform for longer-form videos.

 Explore Page: Discover new content based on interests.

 Shopping: Integration for e-commerce and product tagging

3. Twitter:

 Tweets: Short messages limited to 280 characters.

 Retweets and Likes: Users can share and like tweets.

 Hashtags: Used to categorize and discover content.

 Lists: Curate and organize Twitter accounts.

 Moments: Curated stories or collections of tweets.

4. LinkedIn:

 Professional Profiles: Emphasis on career and professional achievements.

 Connections: Building a network of professional contacts.

 Company Pages: Businesses can create profiles.

  LinkedIn Pulse: Platform for publishing and reading professional content.

 Job Listings: Job search and recruitment features.

5. Pinterest:

 Pinboards: Users create boards to pin and organize content.

 Pins: Visual bookmarks for images and videos.

 Discover Feed: Algorithm-driven content discovery.

 Shopping: Buyable pins and product tagging.

 Ideas and Inspiration: Platform for finding and sharing ideas.

6. YouTube:

 Video Hosting: Platform for uploading and sharing videos.

 Channels: Personal or business profiles.

 Monetization: Partner Program for content creators.

 Live Streaming: Broadcasting live video content.

 YouTube Shorts: Short-form video platform.

4. Explain Creating and optimizing social media profiles ?

1. Choose Consistent Branding:

2. Profile Picture:

3. Cover Photo/Header Image:

4. Bio/About Section:

5. Username/Handle:

6. Contact Information:

7. Link to Website/Portfolio:

8. Complete All Profile Sections:

 9. Use Keywords Strategically:

10. Enable Notifications:

5. Explain social media strategy ?

1.Set Clear Goals - Define specific, measurable, achievable, relevant, and time-bound
(SMART) goals.

2. Know Your Audience: Identify your target audience's demographics, interests, and
behaviors.

3. Choose the Right Platforms: Select social media platforms that align with your
audience and goals.

4. Optimize Profiles: Ensure your profiles are complete, consistent, and visually
appealing

5. Content Strategy: Plan a mix of content types, such as images, videos, articles, and
user-generated content.

6. Engagement and Interaction: Respond promptly to comments, messages, and

mentions.

7. Use Hashtags Wisely: Research and use relevant hashtags to expand your reach

8. Collaborations and Partnerships: Collaborate with influencers, other businesses, or

organizations to broaden your audience and credibility.

9. Monitor Analytics: Regularly review analytics to track performance.

10. Paid Advertising: Consider using paid advertising to reach a larger audience.

6. Explain social media analytics?

1.Platform Insights: Each social media platform provides analytics tools

2.Key Metrics: Track key metrics such as reach, impressions, engagement, click-through
rate (CTR), conversion rate, and follower growth.

3.Audience Insights - Use analytics to understand your audience better

 4.Competitor Analysis: Monitor your competitors' social media activities.

5.Reporting: Generate reports regularly

6.Social Listening: Monitor social media conversations about your brand, products, or
industry.

7.ROI Measurement:

8.Feedback and Iteration:

UNIT - 3

EMAIL MARKETING
1. Define Email Marketing?

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital
marketing, that uses email to promote your business’s products or services.

2. How to build effective email list?

1.Create Compelling Content:

Offer valuable content on your website, blog, or social media that encourages visitors to
subscribe to your email list.

2.Use Opt-In Forms:

Place strategically designed opt-in forms on your website, landing pages, and blog.

3.Offer Incentives:

Provide incentives to encourage people to join your email list.

4.Utilize Exit-Intent Popups:

When visitors are about to leave your website, use exit-intent popups to capture their
email addresses.

5.Run Contests and Giveaways:

 Host contests or giveaways and require participants to submit their email addresses for
entry.

6.Use Social Media:

Leverage your social media channels to promote your email list.

7.Host Webinars or Events:

Organize webinars, workshops, or events and collect email addresses during the
registration process.

8.Optimize Landing Pages:

Ensure that your landing pages are optimized for conversions.

9.Implement Referral Programs:

Encourage your existing subscribers to refer their friends and colleagues.

10.Networking and Partnerships:

Attend industry events, network with others in your niche, and explore partnerships
with complementary businesses.

11.Use QR Codes:

Include QR codes on printed materials, business cards, or promotional items.

12.Ask for Permission:

Clearly communicate the benefits of subscribing and ask for permission to send
marketing emails.

3. How to create Effective Email Campaign?

1.Define Clear Objectives:

Clearly outline the goals of your email campaign.

2.Know Your Audience:

Segment your email list based on relevant criteria such as demographics, preferences, or
behavior.

3.Craft Compelling Subject Lines:

The subject line is the first thing recipients see, and it greatly influences whether they
open the email.

4.Personalize Content:

Personalization goes beyond addressing recipients by their first name.

5.Create Engaging Content:

Keep your content relevant, concise, and visually appealing. Use compelling copy,
high-quality images, and, when appropriate, incorporate interactive elements.

6.Include a Clear Call-to-Action (CTA):

Clearly state what action you want recipients to take.

7.Mobile Optimization:

Many people check their emails on mobile devices.

8.Use Responsive Design:

Create responsive email templates that adapt to various screen sizes and devices.

9.Timing and Frequency:

Experiment with the timing of your emails to determine when your audience is most
responsive.

10.Segmentation and Targeting:

Leverage the segmentation of your email list to send targeted messages to specific
groups.

11.Automation:

Implement automation for certain types of emails, such as welcome emails, abandoned
cart reminders, or post-purchase follow-ups.

12.Monitor and Analyze Performance:

Regularly analyze key metrics such as open rates, click-through rates, conversion rates,
and unsubscribe rates.

13.A/B Testing:

Conduct A/B tests on various elements of your emails, such as subject lines, content,
CTAs, and visuals.
 14.Compliance with Regulations:

Ensure that your email campaigns comply with relevant regulations, such as the CAN
SPAM Act or GDPR.

15.Feedback and Iteration:

Encourage feedback from your audience through surveys or direct inquiries.

4. Define Email automation?

Email automation involves the use of technology to streamline, schedule, and send emails
automatically based on predefined triggers or actions.

Key Elements:

 Triggers

 Workflows

 Consistency

 Use Cases

 Welcome Emails

 Abandoned Cart Emails

 Drip Campaigns

5. Define Email segmentation?

Email segmentation involves dividing your email list into smaller, targeted groups based on
specific criteria.

Key Elements:

 Demographics

 Behavior

 Preferences
6. Define Content Marketing

Content marketing is a strategic marketing approach that involves creating and distributing
valuable, relevant, and consistent content to attract and engage a target audience.

Here are key aspects of content marketing:

1. Understanding the Audience:

Buyer Personas: Create detailed profiles of your ideal customers to tailor content to their
preferences, needs, and pain points.

2. Content Strategy:

Clearly define the goals of your content marketing efforts, such as brand awareness, lead
generation, or customer retention.

3. Content Creation:

Quality Content: Develop content that is informative, relevant, and valuable to your
audience.

Various Formats: Explore different content formats such as blog posts, articles, videos,
infographics, podcasts, and more.

4. SEO (Search Engine Optimization):

Keyword Research: Identify and target relevant keywords to improve your content's
visibility in search engine results.

Optimized Content: Ensure your content is optimized for search engines to enhance its
discoverability.

5. Distribution and Promotion:

Social Media: Share your content on social platforms to reach a wider audience.

Email Marketing: Incorporate content into your email campaigns for customer
engagement.

Paid Promotion: Boost content visibility through paid advertising on platforms like
Google Ads or social media.

6. Engagement and Interaction:

Comments and Feedback: Encourage audience interaction through comments, shares,

 and feedback.

Community Building: Foster a sense of community around your brand by engaging with
your audience.

7. Analytics and Measurement:

Key Metrics: Track metrics such as website traffic, engagement, conversion rates, and
social media metrics.

Adjust and Optimize: Analyze data to understand what works and refine your content
strategy accordingly.

8. Storytelling:

Brand Narrative: Craft a compelling brand story to connect with your audience
emotionally.

Humanize Your Brand: Use storytelling to make your brand more relatable and
authentic.

9. Evergreen and Timely Content:

Evergreen Content: Create content that remains relevant over time.

Timely Content: Stay current by creating content related to trending topics or industry
news.

7. Explain content strategy in detail?

1.Define Business Goals:

Identify and articulate the overarching goals and objectives that your content marketing
efforts aim to achieve.

2.Audience Research:

Conduct in-depth research to understand your target audience.

3.Content Audit:

Assess existing content assets to identify gaps, strengths, and opportunities.

4.Competitor Analysis:
 Study competitors to identify content strategies that are effective in your industry.

5.Brand Voice and Messaging:

Establish a consistent brand voice and messaging that aligns with your brand identity.

6.Content Governance:

Develop guidelines and processes for content creation, approval, and publication.

7.Channel Selection:

Determine the platforms and channels through which your content will be distributed.

8.SEO Integration:

Integrate search engine optimization (SEO) best practices into your content strategy.

9.Content Lifecycle:

Plan for the entire content lifecycle, from creation to promotion and repurposing.

10.Performance Metrics:

Define key performance indicators (KPIs) that align with your business goals.

8. Explain Content Planning?

1.Topic Ideation:

2.Content Calendar:

3.Content Formats:

4.Content Pillars and Clusters:

5.Visual and Multimedia Elements:

6.Distribution and Promotion:

7.Community Engagement:

8.Measurement and Analysis:

9.Content Repurposing:

10.Feedback Loop:
 UNIT - 4

MOBILE MARKETING

1. Define mobile marketing?

Mobile marketing is any advertising or marketing campaign that promotes products or services
through mobile devices.

2. Explain mobile marketing strategies?

1. In-App Marketing:

In-app marketing is marketing through mobile apps. In-app marketing can be either for
your own brand or for other brands. For your own brand, In-App marketing refers to the
use of banners, overlays, and inbox messaging to market your products to your app
users.

2. Mobile Push Marketing:

Mobile push marketing sends marketing messages on mobile devices using push
technology. It allows you to deliver relevant information to users even if they are not on
your website or app.

3. SMS Marketing:

SMS marketing is a marketing campaign via text message. You can send promotions,
alerts, offers, and more to current and potential customers’ phones.

4. Social Media Marketing:

Social media platforms typically have billions of users, making social media a great place
to advertise and promote your business.

5. Location-Based Marketing:

Location-based marketing allows you to target a customer on their mobile device based
on their location.

6. QR Code Marketing:
 QR code marketing allows you to create a link to your website, download your app,
review your business, or signup for your newsletter.

3. Define mobile app marketing? Explain its importance

This type of marketing refers to the process of promoting a mobile application to reach a larger
audience and increase downloads.

 User acquisition

 Visibility

 User engagement

 Revenue generation

 Competition

 Brand awareness

 Customer insights

4. How does mobile app marketing works?

Step 1: Understanding the Target Audience

Step 2: Defining the Marketing Objectives

Step 3: Choosing Marketing Channels

Step 4: Executing the Marketing Campaign

Step 5: Monitoring and Optimizing

5. What are the steps involved in mobile app marketing?

1. Prelaunch Marketing

2. Postlaunch Marketing

3. Customer Engagement and Retention

 4. Application Monetization

6. Define location based marketing? List its types

Location-based marketing is using data from mobile device users’ current or past locations to
display relevant content to them.

Types -

1. IP address marketing - IP address marketing lets you use that location information
to target your marketing.

2. GPS Marketing - GPS marketing lets you target promotions based on this location
information.

3. Geofencing Marketing - Slightly more complex, geofencing marketing involves setting

up a virtual location or radius so that you can market to people within that area.

4. Beacon Marketing - Beacon marketing, also known as beacon advertising, allows you
to use physical devices called “beacons” on the premises of a business to communicate
marketing efforts to people within range of that beacon.

5. Blueprints location based Marketing - Blueprints create geographical boundaries

around points of interest and locations

7. Define mobile marketing analytics? List analytics components

Mobile marketing analytics is a process of gathering data and insights from mobile marketing
campaigns and mobile applications.

1. Mobile app analytics

2. Mobile web analytics

3. Mobile ad analytics

4. Mobile CRM analytics.

8. Explain mobile marketing analytics techniques?

1. A/B Testing:
A/B testing is a technique used to compare two different versions of a mobile marketing
campaign or mobile application to determine which one performs better.

2. Segmentation:

Segmentation is a technique used to group users based on shared characteristics, such as

demographics, behavior, or preferences.

3. Personalization:

Personalization is a technique used to customize mobile marketing campaigns and mobile

applications for individual users.

4. Predictive Analytics:

Predictive analytics is a technique used to predict future user behavior based on past behavior
and other data.

UNIT - 5

ANALYTICS & REPORTING

1. Define Analytics? List its importance

Analytics provides valuable insights and data driven decisions that can significantly impact a
company's success.

Importance -

1. Data-Driven Decision Making

2. Understanding Audience Behavior

3. Optimizing Campaign Performance

4. ROI Measurement

5. Website Optimization
 6. Targeted Marketing

7. Adaptability and Flexibility

8. Identifying Trends and Patterns

9. Budget Allocation

2. List key features of google analytics?

1.Audience Reports:

2.Acquisition Reports:

3.Behavior Reports:

4.Conversions:

5.Real-Time Reports:

6.Custom Reports and Dashboards:

7.Goals and E-commerce Tracking:

8.Event Tracking:

9.Integrations:

10.User Flow Analysis:

3. Explain setting up goodle analytics?

1.Account Creation:

Go to Google Analytics and sign in with your Google account. Create a new account for your
website.

2.Property Setup:

Within your account, set up a property for your website. This involves entering information
about your website, such as its name, URL, and industry category.

3.Get Tracking Code:

After setting up a property, you'll receive a unique tracking code. Copy and paste this code into
the HTML of every page on your website.

4.Configure Goals:

Define specific goals, such as completing a contact form or reaching a certain page, to track user
interactions that matter to your business.

5.Set Up E-commerce Tracking (If Applicable):

If you operate an online store, configure e-commerce tracking to monitor transactions, revenue,
and product performance.

6.Verify Implementation:

Verify that the tracking code is implemented correctly using tools like Google Tag Assistant or by
checking the Real-Time reports.

4. Explain conversion tracking and optimization?

The process involves tracking user actions on your website and optimizing campaigns to
improve the likelihood of desired actions or conversions.

1. Define Conversions:

Clearly define what constitutes a conversion for your business.

2. Set Up Conversion Tracking:

Utilize tools like Google Analytics, Facebook Pixel, or platform-specific tracking tools to
set up conversion tracking.

3. Identify Key Conversion Points:

Identify the crucial touchpoints in your customer journey where conversions are likely to
occur.

4. Track Multiple Conversion Goals:

Set up multiple conversion goals to track various user actions.

5. Optimize Landing Pages:

Ensure that your landing pages are optimized for conversions.

 6. A/B Testing:

Conduct A/B tests on elements that can impact conversions, such as ad copy, images,
button colors, and form fields.

7. Mobile Optimization:

Ensure your website and landing pages are mobile-friendly.

8. Monitor and Analyze Data

Regularly review conversion data and analyze user behavior.

9. Stay Informed About Industry Trends

Stay updated on industry trends and changes in consumer behavior.

15.Regularly Optimize and Test

Continuously optimize your campaigns based on the insights gained from data analysis

5. Explain reporting and data visualization?

Reporting and data visualization in digital marketing are crucial for interpreting complex data
and communicating insights in a clear, compelling manner.

6. How to approach reporting and data visulization?

1. Identify Key Performance Indicators (KPIs):

2. Select Reporting Tools:

3. Integrate Data Sources:

4. Create a Reporting Dashboard:

5. Customize for Different Audiences:

6. Visualize Customer Journey:

7. Highlight Campaign Performance:

8. Include Trend Analysis:

9. Utilize Heatmaps and Click Tracking:

10.Display Social Media Metrics:

11. Track Email Marketing Performance:

12. Implement Geographic Visualizations

13. Incorporate A/B Test Results

14.Include Conversion Funnels

15. Iterate Based on Feedback