UNIT I: Introduction to Digital Marketing

What is 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.
• It is an incredibly versatile and powerful tool that can be used in various ways to reach
people worldwide.
• Digital marketing utilizes multiple digital technologies to deliver promotional
messages, such as mobile phones, computers, and other digital media and platforms

Why is digital marketing important?

• Any type of marketing can help your business thrive. However, digital marketing has
become increasingly important because of how accessible digital channels are.
• From social media to text messages, there are many ways to use digital marketing
tactics in order to communicate with your target audience. Additionally, digital
marketing has minimal upfront costs, making it a cost-effective marketing technique
for small businesses.
• From creating engaging content to delivering targeted ads with precision, digital
marketing is an essential tool for driving business growth and success. It offers
businesses the opportunity to reach a large audience in efficient ways while providing
customers with personalized messages that build long-lasting relationships.

Difference Between Traditional and Digital Marketing

S.No. Traditional Marketing Digital Marketing

1. Traditional marketing is a Digital marketing is a modern

marketing strategy that uses marketing strategy that uses
conventional channels of digital channels like search
advertisement, such as TV, radio, engines, social media platforms,
newspapers, magazines, etc. to etc. to promote products and
promote products and services of a services of a business.
business.

2. Traditional marketing is more Digital marketing is very cost-

expensive. effective method of promoting a
product.

3. Traditional marketing provides Digital marketing provides two-

one-way communication between way communication between
advertiser and audience. advertiser and audience.
4. Traditional marketing is more In digital marketing, the degree
trustworthy, as it is an old of trustworthiness depends on
marketing strategy. the content and the reliability of
the channel.

5. Traditional marketing can reach Digital marketing can reach out

out to limited audience. to a large audience.

6. Traditional marketing is limited to Digital marketing can promote

specific geographical regions. products internationally.

7. Traditional marketing provides Digital marketing provides

delayed communication. immediate communication.

8. Traditional marketing offers low Digital marketing offers high

conversion rate. conversion rate.

9. Traditional marketing gives non- Digital marketing gives

measurable results. measurable results.

10. Traditional marketing cannot Digital marketing can send

micro-segment the audience personalized messages to
depending on factors like interest, audience depending on their age,
behavior, age, etc. interest, behavior, etc.

11. Traditional marketing is more Digital marketing is less credible

effective in brand building. in terms of brand building.

12. Traditional marketing is more time Digital marketing is less time

consuming. consuming.

13. Traditional marketing is less Digital marketing offers high-

flexible in terms of modification. degree of flexibility in terms of
modification.

14. Traditional marketing does not Digital marketing provides easy

provide way of direct interaction ways of direct interaction
between advertiser and audience. between advertiser and audience.

15. Traditional marketing has low ROI Digital marketing has high ROI
(Return on Investment). (Return on Investment).
Discussion on E-commerce

• Electronic commerce (e-commerce) refers to companies and individuals that buy and
sell goods and services over the internet.
• E-commerce operates in different types of market segments and can be conducted over
computers, tablets, smartphones, and other smart devices.
• Nearly every imaginable product and service is available through e-commerce
transactions, including books, music, plane tickets, and financial services such as stock
investing and online banking. As such, it is considered a very disruptive technology.

Understanding E-commerce

• As noted above, e-commerce is the process of buying and selling tangible products
and services online. It involves more than one party along with the exchange of data
or currency to process a transaction.
• It is part of the greater industry that is known as electronic business (e-business), which
involves all of the processes required to run a company online.
• E-commerce has helped businesses (especially those with a narrow reach like small
businesses) gain access to and establish a wider market presence by providing cheaper
and more efficient distribution channels for their products or services.
• Providing goods and services isn't as easy as it may seem. It requires a lot of research
about the products and services you wish to sell, the market, audience, competition, as
well as expected business costs.
• Once that's determined, you need to come up with a name and set up a legal structure,
such as a corporation. Next, set up an e-commerce site with a payment gateway. For
instance, a small business owner who runs a dress shop can set up a website promoting
their clothing and other related products online and allow customers to make payments
with a credit card or through a payment processing service, such as PayPal.

Advantages and Disadvantages of E-commerce

Advantages
E-commerce offers consumers the following advantages:

• Convenience: E-commerce can occur 24 hours a day, seven days a week. Although
eCommerce may take a lot of work, it is still possible to generate sales as you sleep or
earn revenue while you are away from your store.
• Increased Selection: Many stores offer a wider array of products online than they
carry in their brick-and-mortar counterparts. And many stores that solely exist online
may offer consumers exclusive inventory that is unavailable elsewhere.
• Potentially Lower Start-up Cost: E-commerce companies may require a warehouse
or manufacturing site, but they usually don't need a physical storefront. The cost to
operate digitally is often less expensive than needing to pay rent, insurance, building
maintenance, and property taxes.
• International Sales: As long as an e-commerce store can ship to the customer, an e-
commerce company can sell to anyone in the world and isn't limited by physical
geography.
 • Easier to Retarget Customers: As customers browse a digital storefront, it is easier
to entice their attention towards placed advertisements, directed marketing campaigns,
or pop-ups specifically aimed at a purpose.

Disadvantages
There are certain drawbacks that come with e-commerce sites, too. The disadvantages include:

• Limited Customer Service: If you shop online for a computer, you cannot simply ask
an employee to demonstrate a particular model's features in person. And although some
websites let you chat online with a staff member, this is not a typical practice.
• Lack of Instant Gratification: When you buy an item online, you must wait for it to
be shipped to your home or office. However, e-tailers like Amazon make the waiting
game a little bit less painful by offering same-day delivery as a premium option for
select products.
• Inability to Touch Products: Online images do not necessarily convey the whole
story about an item, and so e-commerce purchases can be unsatisfying when the
products received do not match consumer expectations. Case in point: an item of
clothing may be made from shoddier fabric than its online image indicates.
• Reliance on Technology: If your website crashes, garners an overwhelming amount
of traffic, or must be temporarily taken down for any reason, your business is
effectively closed until the e-commerce storefront is back.
• Higher Competition: Although the low barrier to entry regarding low cost is an
advantage, this means other competitors can easily enter the market. E-commerce
companies must have mindful marketing strategies and remain diligent on SEO
optimization to ensure they maintain a digital presence.

Types of E-commerce

Depending on the goods, services, and organization of an ecommerce company, the business
can opt to operate several different ways. Here are several of the popular business models.

1.Business-to-Consumer (B2C)
• B2C e-commerce companies sell directly to the product end-user. Instead of
distributing goods to an intermediary, a B2C company performs transactions with the
consumer that will ultimately use the good.
• This type of business model may be used to sell products (like your local sporting
goods store's website) or services (such as a lawn care mobile app to reserve
 landscaping services). This is the most common business model and is likely the
concept most people think about when they hear the term e-commerce.

2.Business-to-Business (B2B)
• Similar to B2C, an e-commerce business can directly sell goods to a user. However,
instead of being a consumer, that user may be another company.
• B2B transactions often entail larger quantities, greater specifications, and longer lead
times. The company placing the order may also have a need to set recurring goods if
the purchase is for recurring manufacturing processes.

3.Business-to-Government (B2G)
• Some entities specialize as government contractors providing goods or services to
agencies or administrations. Similar to a B2B relationship, the business produces items
of value and remits those items to an entity.
• B2G e-commerce companies must often meet government requests for proposal
requirements, solicit bids for projects, and meet very specific product or service
criteria. In addition, there may be joint government endeavors to solicit a single
contract through a government-wide acquisition contract.

4.Consumer-to-Consumer (C2C)
• Established companies are the only entities that can sell things. E-commerce platforms
such as digital marketplaces connect consumers with other consumers who can list
their own products and execute their own sales.
• These C2C platforms may be auction-style listings (i.e. eBay auctions) or may warrant
further discussion regarding the item or service being provided (i.e. Craigslist
postings). Enabled by technology, C2C e-commerce platforms empower consumers to
both buy and sell without the need for companies.

Consumer-to-Business (C2B)
• Modern platforms have allowed consumers to more easily engage with companies and
offer their services, especially related to short-term contracts, gigs, or freelance
opportunities. For example, consider listings on Upwork.
• A consumer may solicit bids or interact with companies that need particular jobs done.
In this way, the e-commerce platform connects businesses with freelancers to enable
consumers greater power to achieve pricing, scheduling, and employment demands.

Consumer-to-Government (C2G)
• Less of a traditional e-commerce relationship, consumers can interact with
administrations, agencies, or governments through C2G partnerships. These
partnerships are often not in the exchange of service but rather, the transaction of
obligation.
• For example, uploading your federal tax return to the Internal Revenue Service
(IRS) digital website is an e-commerce transaction regarding an exchange of
information. Alternatively, you may pay your tuition to your university online or
remit property tax assessments to your county asses
Types of E-commerce Revenue Models

In addition to crafting what type of e-commerce company a business wants to be, the business
must decide how it wants to make money. Due to the unique nature of e-commerce, the
business has a few options on how it wants to process orders, carry inventory, and ship
products.

1.Dropshipping
• Often considered one of the easier forms of e-commerce, dropshipping allows a
company to create a digital storefront, generate sales, then rely on a supplier to provide
the good. When generating the sale, the e-commerce company collects payment
via credit card, PayPal, cryptocurrency, or other means of digital currency.
• Then, the e-commerce store passes the order to the dropship supplier. This supplier
manages inventory, oversees the warehouse of goods, packages the goods, and delivers
the product to the purchaser.

2.White Labeling
• White-label e-commerce companies leverage already successful products sold by
another company. After a customer places an order, the e-commerce company receives
the existing product, repackages the product with its own package and label, and
distributes the product to the customer.
• Although the e-commerce company has little to no say in the product they receive, the
company usually faces little to no in-house manufacturing constraints.

3.Wholesaling
• A more capital-intensive approach to e-commerce, wholesaling entails maintaining
quantities of inventory, keeping track of customer orders, maintaining customer
shipping information, and typically having ownership of the warehouse space to house
products.
• Wholesalers may charge bulk pricing to retailers or unit prices for consumers.
However, the broad approach to wholesaling is to connect to buyers of large quantities
or many smaller buyers of a similar, standardized product.

4.Private Labeling
• Private labeling is a more appropriate e-commerce approach for companies that may
not have large upfront capital or do not have their own factory space to manufacture
goods. Private label e-commerce companies send plans to a contracted manufacturer
who makes the product.
• The manufacturer may also have the ability to ship directly to a customer or ship
directly to the company receiving the order. This method of e-commerce is best suited
for companies that may receive on-demand orders with short turnaround times but are
unable to handle the capital expenditure requirements.

5.Subscription
• E-commerce companies can also leverage repeating orders or loyal customers by
implementing subscription services. For a fixed price, the e-commerce company will
assemble a package, introduce new products, and incentivize locking to a long-term
agreement at a lower monthly price.
 • The consumer only places an order once and receives their subscription order at a fixed
cadence. Common subscription e-commerce products include meal prep services,
agriculture boxes, fashion boxes, or health and grooming products.

Discussion on new trends and current scenario of the world

The digital marketing world is evolving fast and it can be tricky to keep up with the trends.
However, being a marketer in this fast-paced business environment means being well-versed
in emerging digital marketing trends to help maximize results and stay ahead of the
competition.

Here are some of the biggest digital marketing trends that can help you grow your business.
1.Artificial Intelligence

• Artificial intelligence (AI) is the process of developing intelligent computer systems

that perform similar functions to that of the human brain.
• AI is used across industries to identify the needs and demands of customers, automate
a business process, and gain a competitive advantage. Additionally, it is used to
discover buying behavior patterns and monitor and formulate excellent marketing
strategies.
• Moreover, AI applications like machine learning and deep learning are used for
various customer and marketing-related activities like content creation, ad monitoring,
interacting with customers, etc.

2.Metaverse

• Metaverse is a broad concept that refers to the way we interact with technology. It is
defined as a 3D-enabled cyberspace that uses modern techniques like virtual reality or
VR, augmented reality or AR, and other advanced internet technology to allow people
to experience a business online.
• Although metaverse uses VR and AR, it doesn’t mean you cannot access it on your
laptops, mobiles, or other internet-operated devices.
• With a rising young population, bright start-up ecosystem, and huge talent pool, India
is expected to play a massive role in Metaverse.

3.Chatbots

• Chatbots provide a way for people to find information quickly and easily without
human intervention. The essential characteristics of chatbots are that they cater to a
global audience, are available 24/7, can answer customers’ most frequently asked
questions without human intervention, and help users make marketing decisions.

4.Influencer Marketing

• Influencer marketing is a digital marketing strategy where businesses partner with

individuals with a significant social media presence to promote their products and
services. It allows companies to improve their brand presence and reach a large
audience on social media.
 • Since India has a lot of youth population, influencer marketing is an effective way to
reach the masses.

5.Cryptocurrency
• Investing in cryptocurrencies has been increasingly popular among millennials, who
regard them as hip and futuristic. Cryptocurrency investment platforms are capitalizing
on the younger generation's desire for free cryptocurrency to raise awareness and give
investors a taste of this new investment opportunity.
• Like Google Pay, we can use cryptocurrencies to buy groceries and other everyday
necessities.

6.Google Analytics 4

GA4 is a new kind of property designed for the future of measurement:

• Collects both website and app data to better understand the customer journey
• Uses event-based data instead of session-based
• Includes privacy controls such as cookieless measurement, and behavioral and
conversion modeling
• Predictive capabilities offer guidance without complex models
• Direct integrations to media platforms help drive actions on your website or app

Digital marketing a boon or a Bane

Top 5 Benefits of digital marketing to drive our business growth.

1. Strategize with valuable data and analytics.

• With digital marketing, we can have an idea of the exact number of people who have
viewed our web site's homepage in real-time.
• With google analytics, we can track stats and information about our marketing website.

2. Content performance and lead generation.

• Once we create impactful visual content, we start promoting it on social media. The
more engagement we get, the more Google considers our content to be worthy. And in
turn, it will boost our SEO rankings with ease.
• With a solid lead nurturing strategy, it is possible to build better awareness and affinity
for our brand.

3. Improved conversion rates.

• All we need to do is just make our marketing strategy an engaging one. Targeted traffic
offers bigger chances for conversion.
• From interactions such as sending an email and letting the customer buy the product as
well as knowing about the organization, important leads can be generated, which would
eventually bring an increase in conversion rates.
4. More cost-effective than traditional marketing.

• Digital marketing lets us save our money to a considerable extent. This has the potential
to substitute costly advertising channels such as television, radio, and yellow pages with
email marketing automation that’s more feasible at the organization’s end.

5. Higher ROI from our campaigns.

• Using smarter branding and better revenues, digital marketing can fetch a better ROI
than traditional marketing. With effective tracking and monitoring methods, results are
often analyzed.
• We can generate a steady flow of targeted traffic that gets converted into sales and
leads. The more our business generates this kind of traffic, the faster we can enjoy our
ROI.

Boundaries of digital marketing that hinder industry progress.

1.Time consumption.
• According to the data and facts compiled by Social Media Today, digital marketing is
a time-consuming activity.
• The time may be consumed on tasks such as optimizing and creating fresh and unique
content, proper set up of Social Media accounts in which the content is going to be
published, adopting or creating new strategies, and choosing the best online advertising
campaigns may consume your precious time. That’s why it is important to measure our
outcomes to ensure a return on investment.

2. Promotional Strategies Can Be Copied.

• It hardly takes some minutes to copy our promotional strategies campaigns. Even they
can misuse is possible.
• There are many hackers who can track and copy our valuable digital marketing
strategies. So we must remain active and aware of our strategies when marketing online
and to be sure that your valuable efforts should remain protected and not being used by
our competitors at the end of the day.

3. Complaints and feedback.

• One of the biggest disadvantages is real-time customer complaints and feedback. These
are visible to the public in the company’s social media accounts.
• In respect of digital marketing, a single negative comment, tweet, feedback, or post
about our services and products can weaken or destroy our online reputation for a long
time. So it is important to reply appropriately to the comments against you or your
brand and help the customers out as soon as possible.

4.Connectivity or Interest on the Internet.

• In this technical world, there are some areas where the connectivity of the internet is
not available or the internet connection is very poor. So, in those remote areas, digital
marketing has no use and Function.
• Another problem is that there are some users who had less trust and are less interested
in the internet so they avoid Internet advertisement. That’s why without the internet,
digital marketing is nothing.
5. Digital Marketing is Fluid.
• One major aspect of modern-day marketing is search engine optimization (SEO).
Google regularly alters the algorithms and rules to retain its methodology as a secret.
While most of the adjustments Google makes are relatively minor, some can have a
vast effect on search engine rankings.
• In essence, this suggests that how Google determines which websites appear at the
highest of search queries that could change from year-to-year. This is obviously
frustrating for business owners considering that they might be investing in marketing
strategies today that would prove less effective in five years.

Digital marketing channels

Digital marketing channels are platforms brands use to promote products and services. These
platforms include search engines, social media, email, and websites. They help with brand
awareness, building trust and credibility, and generating sales.

1.Social Media Marketing

• Social media marketing is using social media platforms to interact with customers. It’s
an effective way to build awareness and grow a community of loyal followers that
champion your company.
• If a competitor has a large social media audience, it’s a sign that people who use that
platform are interested in your industry. This means you should build a presence to
compete.
• If you want to interact with your community, participate in the comments section and
host live streams. If you want to promote content, think about what messaging will grab
attention, so people click on your links.
• Also remember to monitor and respond to followers’ comments. Always reply to good
and bad feedback. This lets customers know you’re listening. It also shows them there
are real people behind the brand.
• Example: Semrush’s Social Media toolkit, Social Media Tracker, Social Media Poster.

2.Search Engine Optimization (SEO)

• SEO is the process of improving your website ranking in search engines like Google.
• SEO is closely linked with content marketing. If you consistently create high-quality
content around relevant topics, it will help improve search visibility, which can increase
website traffic.
• Monitor your website regularly to check that there are no issues that might stop your
pages from being ranked (like broken links or slow-loading content).
• Example: Site Audit tool(Site Audit will check every page on your website for issues
(e.g., page speed, website code, site security) and tell you how to fix them).

3. Email Marketing

• Email marketing is a direct marketing channel where you send marketing materials to
subscribers’ email addresses.
 • For best results, you can segment customers (group them) into separate email lists once
you have subscribers.

• Doing so helps you send customized messaging to users who responded to your last
offer, live in a specific geographic area, purchased a specific product, etc.

• Example: MailChimp, Mailer Lite(They help you collect email addresses, create email
templates, and schedule emails to reach your audience then use your first email to set
expectations or reward subscribers.).

4. Paid Advertising

• Paid advertising is an online advertising model where you pay to place ads on different
platforms. If you want to grow quickly, ads can help.

• Ads put your products and services in front of your target audience in real-time. This
guarantees exposure.

• The more you know about customer’s pains and desires, the more you can grab their
attention.

Example:
• Paid search: Pay-per-click (PPC) ads that show at the top, right, and bottom of Google
search engine results pages (SERPs)
• Paid social: Ads that appear in social media feeds (e.g., Facebook, Instagram, Twitter,
TikTok, LinkedIn, and Quora)

5. Video Marketing

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

• But creating video content alone doesn’t guarantee you’ll rack up views. This means
you need to optimize video content to get found when users search for your topic. Your
headings and video thumbnails also need to be interesting enough to be clicked on.
• Example: YouTube is a search engine, and it’s the one of the biggest besides Google,
Bing, and Yahoo.

6. Referral Marketing

• Referral marketing uses customer recommendations and word-of-mouth to earn new

customers.
• Happy customers are your brand’s biggest asset because people trust their friends’ and
family’s opinions more than anything else.
 • Referral marketing encourages people to promote your business by rewarding them for
spreading the good word.

• Example: A Box of Stories teamed with ReferralCandy to create discounts that

encouraged people to recommend the subscription service to their friends

7. Content Marketing
• Content marketing is the creation and distribution of content (like blogs, videos, or
social media posts) to attract and retain customers.
• It’s an increasingly valuable tactic for gaining your audience’s attention, keeping them
engaged with your brand, and reminding them you exist.
• When you speak directly to what customers care about and need help with, you provide
value.And when you consistently provide value, you become a trusted source.
• Example: Semrush’s Market Explorer tool

Diagnosis of the present website and business

What is a business diagnosis?

A business diagnosis is a process that analyses a company to identify areas for improvement.
It looks at all aspects of the industry, including management, finance, operations, marketing,
and sales. It aims to provide an objective evaluation that can help a company understand its
strengths and weaknesses to develop strategies for success in the future.

Business diagnosis typically includes:

• An analysis of the corporate environment.

• A review of existing internal processes.
• Evaluation of customer feedback.

It helps to create an understanding of how the business is currently performing in comparison

to its competitors. By identifying areas of improvement and opportunities for growth, the
reports can provide valuable insights into places that have not been previously considered and
guide the companies to create new strategies and plans.

Why do you need a business diagnosis?

With the results from a business diagnosis, companies can identify multiple factors where the
operations or administrations are falling apart. Here are five reasons why SMEs need a business
diagnosis:

1.To identify growth opportunities: The diagnosis can help SMEs assess their current
operations and execution and pinpoint areas where changes or improvements can be made to
foster further development.
2.To develop an effective strategy: Through a comprehensive analysis of internal resources
and processes, a business diagnosis enables an SME to develop a well-thought-out strategy that
considers its strengths and weaknesses, as well as the external environment in which it
competes.

3.To inform decisions: Detailed diagnosis helps SMEs better understand their present
circumstances to make more informed decisions about future directions and investments. It is
especially important if an SME considers entering new markets or expanding into other
industries.

4.To optimise operations: By analysing processes, an operational diagnosis can reveal

organisational inefficiencies that can be addressed to improve operational performance and
overall productivity.

5.To reduce risks: An association diagnosis provides an in-depth assessment of the SMEs risk
profile and helps identify potential threats that could impact its operations or profitability,
allowing it to take proactive steps to mitigate them. It can help protect the SME from long-term
financial losses.

What is a business diagnosis?

Before you can start to implement any change to your website design to boost your conversion
rates, you first need to understand the problematic areas. That’s quite elementary. The real
challenge here is to capture the voice of your visitors and use that information to your
advantage.

There is a suite of tools that you can use to diagnose your website’s design problems.

1: Google Analytics
With Google Analytics, you can track where your visitors are coming from and what are the
link they clicked on to get to your landing page. Google Analytics is free and is very detailed.
You just have to create an account then link it to the plugin you use on your page.’]

2: Crazy Egg
Crazy Egg is an easy-to-interpret heat map that will show you exactly where your visitors are
moving on your web pages and how long they spend on each section of your page.

3: HotJar
HotJar is one of our favorite tools for collecting valuable insights and data. It has many
powerful features including:

• Heat maps
• Recordings
• Funnels
• Forms
• Polls
• Surveys
• Recruiters
4: PickFu
• PickFu is a do-it-yourself online platform that unlocks powerful consumer research. In
just minutes, you can crowdsource hundreds of opinions from the people who matter
most to your business.

5: Olark
• Olark provides live chat support to customers who, under any circumstances, may not
be able to call you. By offering live chat services through Olark, your customers can
tell which pages they’re having trouble with. They can also learn more about your
products and services. More importantly, it will be sort of a live test that will empower
you with the right words or counter-objectives that will persuade visitors to take action
immediately.

Swot analysis of business

• SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework

used to evaluate a company's competitive position and to develop strategic planning.
SWOT analysis assesses internal and external factors, as well as current and future
potential.
• A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at
the strengths and weaknesses of an organization, initiatives, or within its industry. The
organization needs to keep the analysis accurate by avoiding pre-conceived beliefs or
gray areas and instead focusing on real-life contexts.

Components of SWOT Analysis

Every SWOT analysis will include the following four categories. Though the elements and
discoveries within these categories will vary from company to company, a SWOT analysis is
not complete without each of these elements:

1.Strengths
Strengths describe what an organization excels at and what separates it from the competition:
a strong brand, loyal customer base, a strong balance sheet, unique technology, and so on. For
example, a hedge fund may have developed a proprietary trading strategy that returns market-
beating results. It must then decide how to use those results to attract new investors.

2.Weaknesses
Weaknesses stop an organization from performing at its optimum level. They are areas where
the business needs to improve to remain competitive: a weak brand, higher-than-average
turnover, high levels of debt, an inadequate supply chain, or lack of capital.

3.Opportunities
Opportunities refer to favorable external factors that could give an organization a competitive
advantage. For example, if a country cuts tariffs, a car manufacturer can export its cars into a
new market, increasing sales and market share.
4.Threats
Threats refer to factors that have the potential to harm an organization. For example, a drought
is a threat to a wheat-producing company, as it may destroy or reduce the crop yield. Other
common threats include things like rising costs for materials, increasing competition, tight
labor supply. and so on.

Setting up vision, mission and goals of digital marketing

These are the foundation of your marketing plan. Defining vision, mission and goals drive the
marketing strategies and tactics. Understanding what these are to your business are
fundamental to developing a realistic marketing plan that focuses you on what is important to
help you succeed.

1.Mission

What we want to accomplish

Your mission drives the business and its values. It is the reason for your existence. Your
mission should guide, focus and direct your organization towards your ultimate destination.

2.Vision

What we want to become

Your vision is a vivid description about what you want your business to be so that it inspires
and motivates you. A well-defined vision creates a mental picture of the business that you are
striving to build.
A clear vision statement helps you in many ways. It:
• Becomes your compass to keep you heading in the right direction.
• Helps decide whether an opportunity should be pursued based on whether it gets
you closer to your vision.
• Enables you measure your progress, set goals, establish priorities, and know when
to say no.
• Helps you focus on the important tasks while removing anything that wastes time.

3.Goals

Well-defined, targeted statements that give you clarity, direction and focus
It is important for the small business owner to define metrics that will lead you to your vision.
Your business outcome goals are defined by functional area of your business such as revenue,
sales, customer service, operational efficiency or human capital .Your business should focus
on only one outcome goal based on revenue or new clients.

Outcome goals for marketing will normally support the revenue and sales business goal
because marketing is the main driver for reaching your top line revenue targets.
Understanding a website

What is a website

A website (also written as a web site) is a collection of web pages and related content that is
identified by a common domain name and published on at least one web server. Websites are
typically dedicated to a particular topic or purpose, such as news, education, commerce,
entertainment or social networking

Levels of websites

Here are the standard different levels of websites available for various sizes of businesses and
organizations.

1.Splash / Cover Page

• A splash or cover page is a very basic form of a web page that is usually used by
individuals or startups who want to share their basic company or organization
information.
• This type of page also includes some way for site visitors to leave their contact
information or request more information, namely some way to convert visitors into
leads.
• The page consists of very minimal details and information that is relevant to the visitor.

2.Single Page, Brochure Style Website

• This is another simple site and one which is very easy to maintain. It’s perfectly suitable
for growing businesses or mid-level enterprises.
• This level of a website contains multiple navigation tabs which are anchored to text
throughout the single page site, allowing visitors to easily navigate the site with a few
clicks and some scrolling.
• There is quite a limited amount of space on this modern form of a website, hence if you
are thinking of using this, then your content would need to be minimal, concise, and to
the point.

3.Classic Five Page Website

• There are the standard five-page websites for those businesses who want to be a bit
more elaborate about their business.
• This type of website contains the basic five pages of a website, namely Home, About
Us, Products / Services page, Contact page and either a blog or a gallery page.
 • If you want to tell your customers more about your company, your vision, mission or
would want to explain to them a bit more about your products and services, then you
should opt for a five-page website.
• This kind of site is also great for non-profit organizations, or even well-established
firms to use as their main business website.

4.Medium Level Website

• A medium level website is the next best website type. Such sites are perfectly suitable
for both medium and large size companies who have a lot of products and services to
offer their website visitors.
• The website usually has about ten different pages, which is more than enough for any
company to share all the information they want about the products or services offered.
• This type of website is also commonly used by non-profit organizations.
• As a mid-level company grows and has lots more to offer people, their site can be
upgraded to an enterprise level website.

5.Enterprise Level Website

• For companies that have large scale operations, perhaps across multiple geographic
locations, and offer multiple types of products and services, an enterprise level website
be best suited to them.
• This type of websites comes with more than ten web pages to accommodate plenty of
content which large companies want to share with their audience on a daily basis. It can
often allow for multiple levels of website administrators as well. What’s more, a
company can also maintain a database or an archive where they can upload content like
such as member information, blogs, newsletters, brochures, etc.
• Enterprise level websites are usually very customized to suit business or organization
functions and often integrates easily with the existing systems. They are future-forward
and striving to solve business issues while improving efficiencies.

Types of Websites
The difference between static websites and dynamic websites is that static websites appear the
same for every user that accesses them and only change when a developer modifies the source
files, whereas dynamic websites can present different information to different visitors.
Difference Between Static and Dynamic Websites:

Static Website Dynamic Website

Content of Web pages can not be change at

Content of Web pages can be changed.
runtime.

No interaction with database possible. Interaction with database is possible

It is faster to load as compared to dynamic

It is slower than static website.
website.

Cheaper Development costs. More Development costs.

No feature of Content Management. Feature of Content Management System.

HTML, CSS, Javascript is used for Server side languages such as PHP,
developing the website. Node.js are used.

Same content is delivered everytime the page Content may change everytime the page
is loaded. is loaded.