I B.Com. (Honours) – C.A.

(SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

BHARATHI DEGREE COLLEGE : CHIRALA

DEPARTMENT OF COMPUTER SCIENCE
B.COM.-CA (HONOURS) : 2023-24
SEMESTER – I
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COMPUTER SCIENCE - SYLLABUS ( UNIT-V)

COURSE 1
FUNDAMENTALS OF COMMERCE

Unit 5:
Computer Essentials: Web Design - Word Press Basics, Developing a Simple Website.
Digital Marketing - Social Media Marketing, Content Marketing, Search Engine Optimization
(SEO), E-mail Marketing.
Data Analytics- Prediction of customer behavior, customized suggestions.

Lab Exercise:
• Build a sample website to display product information.
• Provide wide publicity for your product over social media and e-mail
• Estimate the customer behavior and provide necessary suggestions regarding the products
of his interest.

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UNIT - V [1] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

WEB DESIGN
Web design refers to the design of websites that are displayed on the internet.
It usually refers to the user experience aspects of website development rather than software
development.
• Web design is the creation of websites and pages to reflect a company’s brand and information
and ensure a user-friendly experience.
• Appearance and design are incorporated as vital elements whether you’re designing a website,
mobile app or maintaining content on a web page.
• Gaining web design skills can help you in applying for roles where your creativity could help a
business improve their brand, their message and their bottom line.

WEB DESIGNER
Web design identifies the goals of a website or webpage and promotes accessibility for all potential
users. This process involves organizing content and images across a series of pages and integrating
applications and other interactive elements.
The professionals who perform this process are called web designers, and their job includes the
following duties:
• Selecting easy-to-read fonts
• Choosing attractive color schemes that also enable easy-to-read fonts
• Implementing a brand's identity into the colors, fonts and layout
• Creating a map of the website's structure to ensure intuitive navigation
• Placing images, logos, text, videos, applications and other elements
• Using coding languages, such as HTML and CSS, to create layouts and to style pages
• Making optimized versions of websites and pages both for desktop and mobile viewing

COMMON WEB DESIGN METHODS

There are two common web design methods:
1. ADAPTIVE DESIGN
2. RESPONSIVE DESIGN.

1. ADAPTIVE DESIGN
In this, the website content is created using standard screen sizes as the frame for the layout.

2. RESPONSIVE DESIGN
Here, content moves dynamically according to the screen size. Web designers use the various
steps of the general web design process to employ these design methods depending on their
client or employer's preferences and goals for the site.

ELEMENTS OF WEB DESIGN

There are many standard components or elements of every web design, they are
1) Layout
2) Images
3) Visual hierarchy
4) Color scheme
5) Typography
6) Content
7) Navigation
8) Readability

1. Layout
The layout of the website is how the material is displayed on a page. Choosing the layout is an
essential task for the designer. It should be simple, intuitive and accessible. Web designers can
use blank areas called white spaces to organize the elements of the site with grid-based designs
to keep them in order.

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UNIT - V [2] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

Designers can create specialized layouts for desktop screens and mobile devices.
Mobile-friendly websites are a necessity because many visitors access websites on their
cellphones or tablets.
To ensure a website is ready for mobile visitors, the designer can use a responsive
template that adapts to different screen sizes or a mobile-only look that will activate when a non-
desktop device connects to the website. A consistent layout between supports contributes to the
visitors' trust.
2. Images
Images are illustrations, graphics, photographs, icons and others used to provide supplementary
information to the text. To create the effect desired, designers can pick images that complement
each other and the brand that the website represents.
3. Visual hierarchy
Visual hierarchy is the order in which the user will process the information on the site. The
designer creates it by applying a visual pattern to the website. The visual pattern is the way the
design directs visitors' eyes and behaviors.
For example, F-Patterns or Z-Patterns emphasize the top horizontal section of your site,
where most designers place navigation and the brand's logo and sometimes a search box.
These are elements that inspire user interaction and brand recognition.
4. Color scheme
The color scheme is a combination of colors that is in harmony with the brand and industry it
represents. To achieve this, they will pick a dominant color and a few others to create a palette.
A color palette can be monochromatic (different shades of the same color), analogous (colors
close to each other) or complementary. Designers also account for what colors users are more
likely to be attracted to.
5. Typography
The typography is the style or font of the written content. Web designers pick one or a
combination that is attractive and easy to read. To make the best choice, they should choose a
font that corresponds to the target audience. Some sites may be better in serif fonts while others
can use non-serif fonts, depending on the site's industry, purpose and typical user.
6. Readability
Readability is when the text of content is easy to see and read on a webpage. The text on the
website should be readable because visitors usually spend little time on it and should find
information quickly. The designers can achieve this by selecting an appropriate size and pixel for
the text. The contrast between the text and the site's background colors also improves
readability.
7. Navigation
The navigational elements are the tools allowing users to choose where they want to go within a
website. They may be present in the header, body and footer of the website, depending on the
site's layout and structure. These elements are essential as they direct visitors to the information
they want as quickly as possible.
Designers can choose a variety of navigation designs and layouts, such as using a button
that hides and reveal navigation menus. They can also incorporate one-click arrows and other
buttons that direct users back to the top of a page, to a specific area of a page or another page
entirely.
8. Content
Content is all of the information available on the website. It is a pivotal element because visitors
want to get information quickly. When the website communicates clearly and grabs the readers'
attention, it is more likely to convert them into consumers. The designer can achieve this by
using the appropriate tone and provide the right information on the entire website, including the
"About" and "Contact" pages.

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UNIT - V [3] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

WORD PRESS
WordPress can be defined as an open-source content management system (CMS) that has
been licensed under General Public License Version 2.0, referred to as simply GPL v2,
Initially released in 1991, the GPL 2 user must abide by some strict rules and requirements.
• It means anyone has the right to modify the WordPress software for free.
• It can be considered a tool that makes the life of content publishers easy to
manage an essential portion of the website, like website content and multimedia
files in web pages without prior knowledge of web programming.
• The ultimate result is that WordPress helps develop and build a website handy
for anyone, even without a developer's skill set.

Uses of WordPress:
• WordPress is a free, open-source website creation platform.
• WordPress is a content management system (CMS) written in PHP that uses a
MySQL database.
• WordPress is the easiest and most powerful blogging and website builder in existence
today.
• Anyone has the right to use and modify the Word Press software for free
• WordPress can be transformed into a powerful e-commerce platform.
• WordPress is a creative and most popular for professionals like designers,
photographers and artists who want to showcase their work in online.
• WordPress is very easily to build educational sites for schools, colleges, universities or
online platforms.
• Many Non-profitable or charitable trusts can or organizations can use it to create their
websites.
• WordPress is also very useful to create community driven websites very easily.
• WordPress can easily handle membership based websites which can user register, login
access their content and interact with other in network.
• A tool that makes and modify the website content and multimedia files in web pages
without prior knowledge of web programming.
• It is the most popular blogging system on the web and allows updating, customizing and
managing the website from its back-end CMS and components.

CONTENT MANAGEMENT SYSTEM (CMS)

The Content Management System (CMS) is a software which stores all the data such as text, photos,
music, documents, etc. and is made available on your website. It helps in editing, publishing and
modifying the content of the website.
WordPress was initially released on 27th May, 2003 by Matt Mullenweg and Mike Little.
WordPress was announced as open source in October 2009.
Features of CMS
• User Management
It allows managing the user information such as changing the role of the users to (subscriber,
contributor, author, editor or administrator), create or delete the user, change the password and
user information. The main role of the user manager is Authentication.
• Media Management
It is the tool for managing the media files and folder, in which you can easily upload, organize
and manage the media files on your website.
• Theme System
It allows modifying the site view and functionality. It includes images, stylesheet, template files
and custom pages.

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UNIT - V [4] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

• Extend with Plugins

Several plugins are available which provides custom functions and features according to the
users need.
• Search Engine Optimization
It provides several SEARCH ENGINE OPTIMIZATION (SEO) tools which makes on-site SEO
simple.
• Multilingual
It allows translating the entire content into the language preferred by the user.
• Importers
It allows importing data in the form of posts. It imports custom files, comments, post pages and
tags.
Advantages
• It is an open source platform and available for free.
• CSS files can be modified according to the design as per users need.
• There are many plug-ins and templates available for free. Users can customize the various plug-
ins as per their need.
• It is very easy to edit the content as it uses WYSIWYG editor (What You See Is What You Get
is a user interface that allows the user to directly manipulate the layout of document without
having a layout command).
• Media files can be uploaded easily and quickly.
• It offers several SEO tools which makes on-site SEO simple.
• Customization is easy according to the user's needs.
• It allows creating different roles for users for website such as admin, author, editor and
contributor.
<
Disadvantages
• Using several plug-ins can make the website heavy to load and run.
• PHP knowledge is required to make modifications or changes in the WordPress website.
• Sometimes software needs to be updated to keep the WordPress up-to-date with the current
browsers and mobile devices. Updating WordPress version leads to loss of data, so a backup
copy of the website is required.
• Modifying and formatting the graphic images and tables is difficult.

SYSTEM REQUIREMENTS FOR WORDPRESS

• Database − MySQL 5.0 +
• Web Server −
o WAMP (Windows)
o LAMP (Linux)
o XAMP (Multi-platform)
o MAMP (Macintosh)
• Operating System − Cross-platform
• Browser Support − IE (Internet Explorer 8+), Firefox, Google chrome, Safari, Opera
• PHP Compatibility − PHP 5.2+

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UNIT - V [5] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

DOWNLOAD, INSTALLING & CONFIGURING WORDPRESS

When you open the link https://wordpress.org/download/, you will get to see a screen as the
following snapshot −

Create Store Database

• WordPress requires MySQL database. So create a new empty database with user /
password (for example, user as "root" and password as "root" or else you can set as
per your convenience).
• Then, you can continue with the installation process…

SET UP WIZARD
It's very easy to set up WordPress into your system.
The following steps describe how to set up WordPress locally on your system.
Step (1)
Extract the downloaded WordPress folder and upload it into your web server or localhost.

Step (2)
Open your browser and navigate to your WordPress file path, then you will get the first
screen of the WordPress installer as shown in the following screen.
In our case, the path is localhost / <Your_wordpress_folder >.

Select your language for the WordPress and click on Continue.

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UNIT - V [6] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER
SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

Step (3)
In this step, you can view the information needed for the database before proceeding
with WordPress installation.

Click on Let's go!

Step (4)
Here, you have to enter the information about the MySQL database as described in the
following screen.
• Database Name − Enter the database
name which you have created in MySQL
database for WordPress.
• Username − Enter the user name of
your MySQL database.
• Password − Enter the password
which you had set for MySQL database.
• Database Host − Write the host
name, by default it will be localhost.
• Table Prefix − It is used to add prefix
in the database tables which helps to run
multiple sites on the same database. It takes
the default value.

After filling all information, click on Submit button.

Step (5)
WordPress checks the database setting and gives you the confirmation screen as shown in the
following snapshot.

Click on Run the install

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UNIT - V [7] DEPARTMENT OF COMPUTER COMPUT SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER
SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

Step (6)
Enter administrative information.

It contains the following fields −

• Site Title − Enter the name of the site which you
are going to create in WordPress.
• Username − Enter the username as per your
choice while logging in the WordPress.
• Password twice − Enter password two times to
protect your site.
• Your E-mail − Enter your e-maile address which
helps to recover the password or any update.
• Privacy − It allows the search engine to index
this site after checking the checkbox.

After filling all the information, click on the Install WordPress button.

Step (7)
After installation being successful, you will get a screen of the stating success as seen in the
following screen.

You can view your username and password detail added in WordPress.
Click on Log In button.

Step (8)
After clicking on login, you will get a WordPress Admin Panel as depicted in the following screen.
Enter the username and password which you had mentioned during installation as shown step 6

And, click on the Log In button

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UNIT - V [8] DEPARTMENT OF COMPUTER COMPUT SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

UNDERSTANDING ADMIN PANEL

The WordPress admin dashboard, often called WPAdmin or WPAdmin panel, is essentially the
control panel for your entire WordPress website.
It's where we create and manage content, add functionality in the form of plugins, change styling
in the form of themes, and lots, lots more.

An admin panel enables administrators of an application, website, or IT system to manage its

configurations, settings, content, and features and carry out oversight functions critical to the business. It
allows them to view the state of the platform and take any action in the performance of their duties.

LogIn to Your WordPress Admin Area

On a default WordPress installation, you can log into your admin area by adding /wp-admin to
the URL.
https://yourdomain.com/wp-admin
Another option that’ll take you directly to your login page is to add /wp-login.php to your
URL. https://yourdomain.com/wp-login.php

• You don’t have to use the default login URL on your website. In fact, we recommend
that you change your WordPress login to a custom URL.
• Changing your login URL decreases the number of wrong login attempts to your
website and You don’t have to use the default login URL on your website. In fact, we
recommend that you change your WordPress login to a custom URL.
• Changing your login URL decreases the number of wrong login attempts to your
website and increases your WordPress website security.
• If you’ve changed your login URL but can’t remember what it is, then see our
beginner’s guide on how to find your WordPress login URL.
• If you are still having difficulty logging into your website, then you should follow our
trouble-shooting guide on what to do when you are locked out of WordPress admin.

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UNIT - V [9] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

WORDPRESS ADMIN AREA

Once we’ve successfully logged in, we will be in the admin area where we can control our
WordPress website and access everything with just a click.
This area isn’t visible to our website visitors. Only logged-in users who have permission
can access it.
You’ll notice that our admin area has three sections, the toolbar, admin sidebar,
and dashboard.

The Admin Toolbar

Whenever you’ve logged in to your WordPress website, you’ll notice a floating horizontal black
bar at the top of the screen. This is the admin toolbar.

The toolbar has handy shortcuts to frequently used WordPress features:

• the WordPress.org homepage
• updates for your WordPress installation, themes, and installed plugins
• your site title, which doubles as a shortcut to your site’s home page
• the comments screen and number of comments in moderation.
• creating a new post, page, and more
• your user profile and a link to log out

As you install WordPress plugins, some of these may add additional icons on the admin
toolbar.

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UNIT - V [ 10 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER
SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

The Dashboard
Next, you’ll see a large white space in the center of your screen; this is your WordPress
dashboard.

The
e WordPress dashboard gives you a quick overview of what’s happening on your website.
You’ll see the number of posts and pages you’ve published, recent activity on your site, and
more.
By default, WordPress places five boxes on your dashboard:
• ‘At A Glance’ displays a content summary as well as your current theme and WordPress version
• ‘Activity’’ shows posts that are recently published or ready to be published, and recent
comments
• ‘Quick Draft’’ lets you quickly save a new draft post and view recent drafts
draft
• ‘WordPress
WordPress Events and News’ News’ provides links to the latest WordPress projects and upcoming
WordPress events in your area
• ‘Welcome’’ gives easy access to special links that help you set up your new site

You can choose which boxes are displayed on your dashboard

dashboard by clicking the Screen
Options tab on the upper right of your screen.

You can also arrange the boxes on your dashboard using drag
drag and drop.
You may notice some additional boxes on your dashboard as you install new plugins.
Some of these will have customizable options that can be reached by clicking the Configure link
on the box’s title bar.

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UNIT - V [ 11 ] DEPARTMENT OF COMPUTER COMPUT SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

The Admin Sidebar

The large vertical black bar on the left of your screen is called the admin sidebar, or just the
sidebar. It’s the navigation menu of the WordPress admin area and provides links to every
administration screen on your website.

Some of the links have a fly-out submenu that appears when you hover over them with your
mouse.
The standard features found on the admin sidebar include:
• ‘Posts’ : It is where you draft, edit, publish, or delete articles
• ‘Media’ : It is where you upload, view, search, edit, and manage media files
• ‘Pages’ : It is where you view, create, and manage static pages
• ‘Comments’ : It is where you moderate and manage comments left by your visitors
• ‘Appearance’ : It is where you change themes, and manage menus and widgets
• ‘Plugins’ : It is where you install and activate apps that extend your website’s capabilities
• ‘Users’ : It is where you add, view, edit, and define user roles on your site
• ‘Tools’ : It is where you import and export content and manage personal data
• ‘Settings’ : It is a central location where you configure your site’s basic settings
You can make the admin sidebar smaller by clicking on the ‘Collapse menu’ link at the
bottom. To expand it to the default size, just click on it once more.

DIGITAL MARKETING
Digital marketing, also called online marketing, 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.

Social Media Marketing

Social media marketing is a form of digital marketing that leverages the power of popular social media
networks to achieve your marketing and branding goals.
• Social media marketing (also known as digital marketing and e-marketing) is the use of social
media, the platforms on which users build social networks and share information, to build a
company's brand, increase sales, and drive website traffic.
• In addition to providing companies with a way to engage with existing customers and reach new
ones.

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UNIT - V [ 12 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

• SMM has purpose-built data analytics that allows marketers to track the success of their efforts
and identify even more ways to engage.
• Within 18 years, from 2004 (when MySpace became the first social media site to reach one
million users) to 2022, the dramatic growth of interactive digital channels took social media to
levels that challenge even the reach of television and radio.
• At the start of 2023, there were 4.76 billion social media users globally—over 59% of the world’s
population.
• With over 80% of consumers reporting that social media- especially influencer content-
significantly impacts buying decisions, marketers across industries are driving the evolution of
social media marketing (SMM) from a stand-alone tool to a multipronged source of marketing
intelligence on an increasingly important and growing audience.

Key points
• Social media marketing uses social media and social networks like Facebook, X platform
(formerly Twitter), and Instagram to market products and services, engage with existing
customers, and reach new ones.
• The power of social media marketing comes from the unparalleled capacity of social media in
three core marketing areas: connection, interaction, and customer data.
• Social media marketing has transformed the way businesses are able to influence consumer
behavior, from promoting content that drives engagement to extracting personal data that makes
messaging resonate with users.
• Because social media today is so ubiquitous, marketing techniques using these platforms are
extremely important for businesses.
• Social media marketing is often more cost-effective with great exposure, though it requires
ongoing maintenance and might have unintended negative feedback consequences.

Advantages
• The introduction of social media marketing has a new suite of benefits.
• Social media platforms provide a powerful channel for reaching and engaging with a large
audience, which can help increase brand awareness and recognition.
• Engaging with customers through social media channels can help build stronger relationships
and foster customer loyalty.
• It's often a less expensive option than traditional advertising methods, making it more appealing
for smaller or start-up businesses.
• The nature of social media marketing also has plenty of benefits.
• Sharing links to your website or blog on social media can help drive more traffic to your website
and increase the likelihood of conversions.
• In addition, social media provides a way to gather feedback from customers in real-time, allowing
for instant interaction and simplicity in communication.
• Social media marketing also has the benefit of being broad but also targeted.
• Social media can help businesses reach a wider audience and increase engagement through
shares, likes, comments, and other forms of interaction.
• This is especially true considering when customers forward content along to non-customers.
• On the other hand, social media platforms offer a range of targeting options, meaning companies
can pinpoint specific demographics, interests, and behaviors, and deliver personalized content to
those audiences.

Disadvantages
• Though riddled with benefits, there are some downsides and complications to social media
marketing.
• Building a strong social media presence takes time and effort, and business owners must often
consistently engage and create content.
• Effective social media marketing requires a deep understanding of the various platforms, as well
as the ability to create engaging content, analyze data, and make data-driven decisions.

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UNIT - V [ 13 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

• Each platform is often specialized and requires its own understanding.

• In addition, social media platforms are constantly changing their algorithms and policies which
can make it difficult to predict and maintain success.
• Though social media makes it easy to communicate with customers,
• it also provides a platform for customers to voice their complaints and grievances publicly.
• This may have the unintended consequence of creating a public forum which can damage a
company's reputation if not handled properly.
• Last, it may be difficult to clearly understand the return on social media marketing.
• Measuring the effectiveness of social media marketing can be challenging as it often involves
tracking multiple metrics, analyzing complex data sets, and making assumptions on why
consumers may have acted in various ways.

CONTENT MARKETING
Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media.

Content marketing is the process of planning, creating, distributing, sharing, and publishing
content via channels such as social media, blogs, websites, podcasts, apps, press releases, print
publications, and more. The goal is to reach your target audience and increase brand awareness, sales,
engagement, and loyalty.
• 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.
• This approach establishes expertise, promotes brand awareness, and keeps your business top
of mind when it's time to buy what you sell.
• Instead of pitching products or services, content marketing provides relevant and useful content
to your prospects and customers to help them solve issues in their work (B2B content) or
personal lives (B2C content).
• Effective content marketing requires a documented content marketing strategy. Building one
doesn’t have to be complicated.

Key points :
In 2022 HubSpot research says that 70% of companies use content marketing.
Content marketing is valuable because
It will
• Educates your leads and prospects about the products and services you offer.
• According to 2023 HubSpot research, 29% of marketers use a blog or website for lead attraction
and conversion.
• Boosts conversions.
• Builds relationships between your customers and business that result in increased loyalty, and
30% of marketers are creating content that reflects brand values.
• Shows your audience how your products and services solve their challenges
• Creates a sense of community around your brand.

TYPES OF CONTENT MARKETING

There are many types of content marketing that you may choose to incorporate into your strategy —
here are some of the most common:
1. Online Content Marketing
Online content marketing refers to any material you publish online, but more specifically, it refers to
your web pages. A strong online content marketing strategy will help you rank higher in the search
engine results pages (SERPs) and get you in front of the right people at the right time.

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UNIT - V [ 14 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

HubSpot's home page is one example, immediately engaging visitors with specific content about
our products.
2. Social Media Content Marketing
With over 4.5 billion global social media users, it’s easy to understand why so many businesses
invest in social media marketing. There are many platforms (such as Facebook, Instagram,
Pinterest, LinkedIn, Snapchat) to work with, and several ways you can create and share content on
each of them (such as photos, live videos, pre-recorded videos, stories).
3. Infographic Content Marketing
Infographics display content, information, and data in an easy-to-understand, graphic format. With
a mix of simple wording, short statements, and clear images, infographics are a great way to
effectively communicate your content. They work well if you’re trying to simplify an educational or
complex topic so all audience members can understand it.
4. Blog Content Marketing
Blogs are a powerful type of inbound content and allow for a lot of creativity in terms of their
purpose and topic. With a blog, you can do things like promote other internal and external content
and blog articles with links, add social share buttons, and incorporate product information.
5. Podcast Content Marketing
More than 60 million people listen to podcasts across the Spotify and Apple Podcasts platforms.
For this reason, many businesses and media outlets have begun creating and sharing their own
podcasts.
Podcasts allow for a lot of creativity as they can be about any topic of choice. Additionally, you
decide other factors related to the podcast such as cadence of episodes, who's on the podcast,
where you advertise the podcast, and how long episodes are.
6. Video Content Marketing
According to Wyzowl research, 73% of consumers say they prefer to learn about a brand's product
or service through video. Additionally, video marketing can boost conversions, improve ROI, and
help you build relationships with audience members. You may choose to share your video content
on social media platforms, landing pages, or on a co-marketer's website.
7. Paid Ad Content Marketing
Paid ads can help you reach a broad audience and allow you to position yourself in all the places
you want to be seen — paid ads are especially beneficial when paired with inbound marketing.
There are many places you can share paid ads including on social media, landing pages, banners,
and sponsored content.

SEARCH ENGINE OPTIMIZATION (SEO)

Search engine optimization (SEO) is the practice of orienting your website to rank higher
on a search engine results page (SERP) so that you receive more traffic.
The aim is typically to rank on the first page of Google results for search terms that mean
the most to your target audience.
SEO stands for Search Engine Optimization and is a marketing technique focused on
optimizing your website to get it to rank as one of the top results on search engine results
pages. Through a number of tactics and tools, you can organize your website in a way that
search engines understand and choose to show to their users.
Think of SEO as both an art and a science. It combines the creativity and ability to create high-
quality, engaging content that users value, with a strong understanding of analytics and of your
prospective customers.
It's important to remember that SEO is only focused on organic ranking. You cannot pay
to rank higher with SEO. The only way to rank higher with SEO is to ensure you're satisfying
the search engine’s requirements.

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UNIT - V [ 15 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

Benefits of SEO
A strong SEO strategy can have a number of different benefits for your business’s online presence and
your overall marketing strategy. These benefits can include the following:
• Increased visibility and traffic to your website: The higher your website pages rank on
Google, the more traffic you’ll get.
• Improved website quality: There are a number of ways you must optimize your website to get it
to meet Google’s high (and continually evolving) standards. By doing this, you’ll improve your
website in the process.
• Build consumer trust: Search engine users naturally trust websites that rank at the top as there
is a sense that Google has vetted the pages that appear.
• Establish your brand as an authority in your field: SEO involves a lot content creation, like
blog writing. Naturally, the more your write about a topic, the more people will turn to you as a
valued source of information (but only if the content is high-quality, you can’t cheat with SEO.)
• Long-term plan: SEO may be a bit of a slower, long-term marketing strategy but, once gets
going, it only grows. SEO is a long-term strategy that builds upon itself overtime and becomes
more effective.

Types of SEO
There are actually many different kinds of SEO. However, in terms of SEO activities, the two main types
are on-page SEO and off-page SEO.
• On-page SEO refers to actions you conduct on your website to improve its ranking. This
includes content creation, the use of keywords, the proper use of headings, meta descriptions,
and URLs.
• Off-page SEO refers to the actions you take outside of your website to improve its ranking in
SERPs. This includes things like building backlinks, guest blogging, and social media marketing.

White Hat and Black Hat SEO are two different approaches to search engine optimization
(SEO). White hat SEO is based on using ethical, transparent techniques to build your pages'
rankings. This means following Google and other search engines' rules regarding website and
position optimization.

On the other hand, Black hat SEO uses questionable techniques to trick search engines into
quickly raising a site's ranking. These techniques may include keyword stuffing, cloaking, and link
farming. While black hat SEO may work in the short term, it is not sustainable and can actually
damage your website over time. Search engines are constantly updating their algorithms to detect
and penalize black hat SEO practices.

EMAIL MARKETING
Email marketing is a direct marketing channel that lets businesses share new products, sales,
and updates with customers on their contact list. Its high return on investment (ROI) makes it
crucial to most businesses’ overall inbound strategy.
Modern email marketing has moved away from one-size-fits-all mass mailings and
instead focuses on consent, segmentation, and personalization. This may sound time-
consuming, but marketing automation handles most of the heavy lifting for you. In the long run,
a well-designed email marketing strategy not only drives sales, but helps build a community
around your brand.
Email marketing campaigns are used to promote special offers, new product releases,
gated content like ebooks and webinars, and your brand at large. A campaign could consist of
3-10 emails sent over several days or weeks.
Promotional emails have a clear call-to-action — CTA, for short. The CTA represents the
specific action you want the reader to take, whether it’s visiting a page on your website or using
a coupon to make a purchase.

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UNIT - V [ 16 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

Your business’s sales and marketing rhythm typically determines how often you send
this type of marketing email.
During crucial periods like Black Friday, you may be sending multiple promotional emails in the same
24-hour period. During slower periods in the marketing calendar, there may be a few weeks between
your promotional campaigns.

Informational emails
Newsletters:
A newsletter, as the name suggests, shares news related to your business. Think: new
milestones reached, new product capabilities, or featuring valuable content like case
studies. Sent at regular intervals — weekly, bi-weekly, monthly — newsletters help maintain
consistent touch points with your email subscribers.
Simply put, a newsletter is an opportunity to share insights, thoughts, tips — whatever
brings the most value to your audience.
Announcements:
Email is the perfect way to inform customers of company announcements, new product
releases, changes to the service, etc.
More often than not, email is the go-to channel for important messages. If there’s a glitch on
your website, shipping delays, or an outage in your system/software, updating your contacts
via email is the best way to maintain communication. It’s secure, instant, and can match the
formal tone of even the most important announcements.
Re-engagement emails
Another important type of marketing email is the re-engagement email. As the name
suggests, re-engagement emails help reconnect with customers or subscribers who haven’t
been active lately.

Why Email Marketing Is Important

Email isn’t a new technology. In fact, it was one of the very first means of digital communication to arrive
back in 1971. But at 50 years old, email marketing is used today more than ever before.
You may be thinking, “Do people really still use email? Isn’t social media where it’s at for
marketing today?” While it’s true that social media is an important channel for any digital marketing
strategy, email has several advantages.
First, email marketing campaigns can be personalized to a greater extent than those on social
media. Next, costs are considerably lower than for other channels, especially considering the reach and
conversion rate associated with email marketing. This is part of what makes email marketing so ideal for
small businesses.
Finally, what makes email marketing so powerful and lucrative is that it gives you direct,
individual access to your audience’s inboxes.
Still don’t believe us? Let’s take a look at the numbers:
• In 2020, there were over 4 billion global email users.
• 99% of email users check their email at least once per day.
• 62% of consumers ranked email in their top preferred communication channels with small
businesses.
• 59% of people said marketing emails influenced their decision to buy.
Given the figures, not having an email marketing strategy means missing out on sales opportunities
and the chance to build lasting customer relationships

Email marketing helps you achieve THREE KEY OBJECTIVES

1. Conversions (selling your products and services)
Launching a sale or promotion? You can send your subscribers an email marketing
campaign to drive sales. In addition, try using these email marketing techniques to further
boost conversions:

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UNIT - V [ 17 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

• Personalized coupons or special offers for subscribers’ birthdays/anniversaries, in welcome

emails, and as a way to re-engage your audience.
• Abandoned cart emails triggered whenever a visitor adds an item in their cart but doesn’t check
out.
2. Brand awareness
What’s great about email is that it lets you reach someone directly. It’s one-to-one
communication at its best. And people don’t just let anyone into their inbox these days. It’s a
curated space reserved for favorite brands and publications.
Showing up in someone’s email inbox will help your brand stay current in the minds of
subscribers. A personalized marketing email is more impactful than a social media post
where you can’t be sure if someone has actually seen your message.
One of the major benefits of email marketing is its scalability. This means that emails can be
sent to a large number of recipients while remaining cost-effective (compared to other
marketing channels).

3. Customer loyalty
Email drives customer loyalty at every stage of the buyer journey: lead-nurturing, conversion,
onboarding, retention. As well, email marketing is a necessary tool to use alongside sales
CRM systems to streamline communication.

DATA ANALYTICS
Data analytics converts raw data into actionable insights. It includes a range of tools,
technologies, and processes used to find trends and solve problems by using data. Data
analytics can shape business processes, improve decision-making, and foster business growth.

What is data analytics

Data analytics is a multidisciplinary field that employs a wide range of analysis techniques,
including math, statistics, and computer science, to draw insights from data sets. Data analytics
is a broad term that includes everything from simply analyzing data to theorizing ways of
collecting data and creating the frameworks needed to store it.

Data analytics examples

Data is everywhere, and people use data every day, whether they realize it or not. Daily tasks
such as measuring coffee beans to make your morning cup, checking the weather report before
deciding what to wear, or tracking your steps throughout the day with a fitness tracker can all be
forms of analyzing and using data.
Data analytics is important across many industries, as many business leaders use data
to make informed decisions. A sneaker manufacturer might look at sales data to determine
which designs to continue and which to retire, or a health care administrator may look at
inventory data to determine the medical supplies they should order..
Key concepts
There are four key types of data analytics: descriptive, diagnostic, predictive, and prescriptive.
Together, these four types of data analytics can help an organization make data-driven
decisions. At a glance, each of them tells us the following:
• Descriptive analytics tell us what happened.
• Diagnostic analytics tell us why something happened.
• Predictive analytics tell us what will likely happen in the future.
• Prescriptive analytics tell us how to act.
People who work with data analytics will typically explore each of these four areas using the
data analysis process, which includes identifying the question, collecting raw data, cleaning
data, analyzing data, and interpreting the results.

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UNIT - V [ 18 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

PREDICTION OF CUSTOMER BEHAVIOR

• Customer behaviour prediction is another name for predictive analysis.
• It involves analysing current and historical facts in order to anticipate a customer's
behaviour and actions even before they occur.
• One of the most common and useful ways to predict customer behavior and demand is
to segment your customers into different groups based on their characteristics,
behavior, or needs.
• You can use demographic, geographic, psychographic, or behavioral variables to define
your segments.
• Customer behavior analysis is relevant for businesses as it provides valuable insights
into how customers interact with their products and services.
• The tools can aid in forecasting up-sells, cross-sells, website abandonment and provide
data to improve customer experiences and reduce churn.

The first step in predicting customer loyalty and retention using customer satisfaction
data is to choose the right metrics to measure and track. There are many different ways to
assess customer satisfaction, such as surveys, ratings, reviews, feedback, and net
promoter score (NPS).
The Customer Satisfaction Score is assessed by asking customers to rate on a five-point
scale—1 being very unsatisfied and 5 being very satisfied—what their overall satisfaction
was with a product, service, or specific interaction. The metric is looking specifically at the
percentage of happy customers.
There are four types of consumer behavior: habitual buying behavior, variety-seeking
behavior, dissonance-reducing buying behavior, and complex buying behavior.
Consumer behavior types are determined by what kind of product a consumer needs, the level
of involvement, and the differences that exist between brands.

You'll also find examples of how the best brands make us want to buy.
• Step 1: Problem recognition (awareness) ...
• Step 2: Information gathering (research) ...
• Step 3: Evaluation of Solutions (consideration) ...
• Step 4: Purchase (conversion) ...
• Step 5: Post-Purchase (re-purchase)

Major Factors Influencing Consumer Behavior

• Psychological Factors.
• Social Factors.
• Cultural Factors.
• Personal Factors.
• Economic Factors.

Customized suggestions
Two types
1. Personalized recommendation
A personalized ad is one that is tailored to the users' interests based on data collected from their
web history. Personalized recommendation takes into consideration users' previous history for
rating and predicting items.

2. non-personalized recommendation
non-personalized recommendation systems recommend what is popular and relevant to all the
users which can be a list of top-10 items for every new user.

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UNIT - V [ 19 ] DEPARTMENT OF COMPUTER SCIENCE
I B.Com. (Honours) – C.A. (SEMESTER-I) BHARATHI DEGREE COLLEGE : CHIRALA

A non-personalized ad is one that is 'randomly' selected to be displayed to the user and

doesn't draw on any information the advertising service may have about the user.
Personalization, as it is based on the specific habits of the individual and not a broad algorithm.

The more you know about a person, not just their viewing habits, the better. In other
words, a recommendation is often built around items, whereas
personalization is built around individuals.

Personalized recommendations can also help companies better understand their audience
and tailor their marketing efforts to better suit the needs and preferences of their users.
Overall, personalized recommendations can help companies drive higher conversion rates and
improve their bottom line.

There are 3 types of personalization:

1- Explicit personalisation. The visitor's profile determine what content they will see and the
user can change the content as per his/her needs. ...
2- Implicit personalisation. The users browsing behaviour determines what content they will
see. ...
3- Adaptive personalisation.

Customization vs personalization
Personalization is the action of creating or modifying an item using customer data to meet an
individual's needs. Customization is when the customer manually makes changes to the item to
meet their needs or requirements.

DEVELOP A SIMPLE WEBSITE

1. Page design
2. Home page
3. Content details
4. Enquiry form
5. Products & services
6. Information pages
7. Front end
8. Back end

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UNIT - V [ 20 ] DEPARTMENT OF COMPUTER SCIENCE