A Project Report

On

ROLE OF DIGITAL MARKETING IN

MODERN WORLD

Submitted in Partial Fulfilment for the Degree of

Bachelor of Business Administration

S.S. JAIN SUBODH P.G. (AUTONOMOUS) COLLEGE

JAIPUR (2020-2023)

SUBMITTED BY: SUBMITTED To:

Himanshu Mishra Dr. Shailesh Mathur

2141074
BBA IV SEMESESTER

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 CERTIFICATE

This is to certify that the Project Report entitled “ Role of

Digtal Marketing in Modern World” is a record of project
work done independently by Mr. Himanshu Mishra under my
guidance and supervision and that it has not previously
formed the basis for the award of any degree, fellowship or
associate ship.

Dr. Shailesh Mathur

S.S. Jain Subodh P.G. (Autonomous) College Jaipur

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 DECLARATION

I, Himanshu Mishra student of BBA Sem IV hereby declare that the

project work presented in this report is my own work and has been
carried out under the supervision of Dr. Shailesh Mathur guide of S.S
Jain Subodh P.G (Autonomous) College.

This work has not been previously submitted to any other

university for any examination.

Himanshu Mishra
S.S Jain Subodh PG (Autonomous) College, Jaipur

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 ACKNOWLEDGEMENT
It is not often in life that you get a chance of appreciating and expressing your
feelings in black and white to thank the people who have been a crucial part of
your successes, your accomplishments, and your being what you are today. I
take this opportunity to first of all thank the Faculty at S.S. Jain Subodh P.G.
(Autonomous)College, especially Prof. K.B.Sharma, Principal, and Dr.Priti
Gupta, Head, Department of BBA for inculcating and instilling me the
knowledge, learning, willpower, values and the competitiveness and
professionalism required by me as a management student.

I would like to give special thanks to Dr. Shailesh Mathur (Faculty Guide) for
educating me silver lining in every dark cloud. Her enduring efforts, guidance,
patience and enthusiasm have given a sense of direction and purposefulness to
this project and ultimately made it a success. I express my sincere and
heartiest thanks to everyone who has contributed towards the successful
completion of the Project. Last but not the least; I would like to thank my
family: my parents for supporting me spiritually throughout my life. The errors
and inconsistencies remain my own.

Himanshu Mishra

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 CHAPTER-1
INTRODUCTION
Digital Marketing teaches you how to build, scale up, and
sustain your Brand’s online reputation across all relevant Digital
platforms (which is known as Online Reputation Management).
Nowadays, businesses thrive on online presence, reviews, and
customer testimonials. This is so popular that even the oldest
businesses are taking online reviews very seriously. A lot of
businesses and Brands, invest heavily into the maintenance of
good reviews and converting bad reviews into good ones by
dedicatedly addressing customer queries across various online
platforms. Hence, an essential part of Digital Marketing
knowledge is also maintaining your brand reputation online,
apart from marketing and creating a hype about your name.
Irrespective of the industry, product type, or service type that
your business is into, Online Reputation Management is an
extremely important exercise which a Digital Marketer must
perform to maintain a good reputation in the Online space.
Meaning of Digital Marketing :-

Digital marketing is the marketing and advertising of a

business, person, product, or service using online channels, electronic
devices, and digital technologies. A few examples of digital marketing
include social media, email, pay-per-click (PPC), search engine
optimization (SEO), and more.

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. At a high level, digital marketing refers
to advertising delivered through digital channels such as search engines,
websites, social media, email, and mobile apps. Using these online
media channels, digital marketing is the method by which companies
endorse goods, services, and brands.

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Importance of Digital Marketing for Business Owner:
Whether you are a proprietor of a small setup, or a mid-sized
company, you can customize your Digital requirements and use
Digital Marketing as per your criteria. Let’s say you have a
business of short-time consulting, or any non-mainstream and
non-B2C industrial services. Further let us consider that you
are completely into B2B, you could be more focused on
building your network and contact base through LinkedIn, then
you should focus on your Online Reputation by being actively
involved in discussions on Quora, target your client companies
through a portfolio of Google Ads, marketing through
promotional E-mailers, and so on. The consumer businesses
these days do well because of social media platforms like
Facebook and Instagram, but not many B2B business have
those options. Still, Digital Marketing has many options for you
as well.

In another scenario, assume you have a business dealing with

an offshore unit to bigger companies—like a KPO or BPO.
Even here, Digital Marketing can be very useful to you. Hence,
the importance of Digital Marketing is irrespective of your
industry or your educational qualification. Whether you have a
small, medium, or large business, or you are into services of
products, Digital Marketing will surely play an important role in
shaping the future of your business. What many individuals,
business owners, or Marketers miss out is sustainability, and
not lack of choices in Digital Platforms. The term ‘sustainability’
in Digital Marketing clearly indicates living up to the high
expectations of the promises you made to your customers
during your aggressive marketing mode.

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Importance of Digital Marketing for Working
Professionals:
Let’s talk with respect to each profile or individual type, about its
suitability to everyone. A lot of working professionals have doubts
regarding the importance of Digital Marketing and how can it add
value to their current skillsets. Talking about working
professionals in non-marketing streams, it is evident that a lot of
companies today will choose to hire Digital Marketers with prior
experience or a Marketing degree. An exhaustive Digital
Marketing Advanced course from EduPristine can give you the
necessary knowledge, experiential learning, and skillsets required
for ‘on the job’ skills, than the theoretical skills which are good to
know. This will surely help you change your work profile to
Digital Marketing, widen your career scope, and open a lot of
Marketing profile opportunities for you.

Besides, a lot of companies opting for process smoothness

have now taken to digital means to ease their work processes
and maintain ERPs and CRMs online. So, in such a scenario, a
working professional with average to the least knowledge in
technology or online platforms will find great difficulty in
acclimatizing to the growing needs to go Digital.

Digital Marketing unlike Traditional Marketing, acclimatizes you

to certain tools, and uses technology to smoothen processes
and teach you Marketing—a dual benefit. Hence, whether you
are into Sales (which requires digital penetration to reach your
contacts and to maintain leads on Sales CRM), Operations,
Human Resources, Finance, Production, Logistics, or Design &
Development, today everything is shifting to Digital.

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Importance of Digital Marketing for Students:
A lot of students have various doubts regarding how Digital
Marketing can help them find better jobs, or give them the
desired push in their chosen career. Well let’s talk from the
point of a student from any stream and not necessarily
marketing—it is always a first mover’s advantage to learn what
is trending in the market. As previously explained, the
importance of Digital Marketing for students is scaling up, with
a lot of activities to keep students interested in Digital
Marketing.
Students get the required ammunition to be prepared for quality
jobs and further studies by making their online presence felt
through platforms like LinkedIn, Blogs, Website, or Reviews. A
strong online presence boosts a student’s profile and ability to
crack interviews. Also, an early knowledge will always add to
their skills, since every company would be keen to employ
students with multiple skills than those with job specific ones. At
present every business is about promotion and marketing, and
they would not invest in you, unless you promote yourself
online.

Now let us dive into more technicalities of the uses and

role of Digital Marketing and why everyone is going gung-
ho about this career stream:

 Today everything is going digital, including your simplest

apps that facilitate your job require you to be aware of online
methods. Would the knowledge of required tools not help
you think of creating a new business in that domain? There
is always a scope to create something new in an already
established industry.

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 Creating trends and hashtags and rolling your business
online with a good initial push on Social Media platforms are
the added advantage of learning Digital Marketing.

 Digital Marketing teaches you how to maintain your business

portfolio through Google Business Page, so that even if you
are not a renowned business, your customers can reach you.

 Today’s World is all about Online visibility. Your customers or

your business/professional network will take you seriously if
you have a good online reputation, as explained in the blog
above.

 To add to the above point, to earn your customer’s trust, you

need to manage your online reviews efficiently. Digital
Marketing includes Online Reputation Management (ORM),
which teaches you to maintain and boost the online reviews
for your Brand.

 Accepting payments digitally is the latest trend, which

enables you as an individual or as a business to accept
payments from your customers through a variety of options
viz. mobile wallets, UPI transfers, bank wires, etc.

 With the rise of new age millennials spending much time on

their smartphones watching video content, the rise of OTT
marketing over TV consumption is inevitable. Today a lot of
OTT platforms have captivated the attention of users
between the age group of 18–42, which has drastically hit TV
viewership in the metro and Tier 2 cities.
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 Artificial Intelligence (AI)—whether it is a simple Robot
easing your work or doing programming for you—is now
slowly becoming a reality in Digital Marketing. The next 5
years are going to be crucial with respect to its advent in
Digital Marketing.

 Today a lot of third-party integration and CRM software can

be made for your customer service teams to track the status
of complaints, queries, or feedbacks; manually these were
cumbersome. (Don’t you think?)

 With the introduction of Chatbots on websites and Social

Media accounts, companies are seeing a steep rise in the
amount of time a user spends on their website/social media
pages with each year.

8 Elements of a Successful Digital

Marketing Plan:
 1. Online advertising

 2. Search Engine Optimisation

 3. Online Content and Blogging

 4. Web PR

 5. Social Media Management and Listening

 6. Email and Online Newsletter Marketing

 7. Mobile Marketing

 8. Web Analytics

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  Online advertising:
One of your first steps should be to spend more of your marketing budget on
online ads.
If you’re new to digital advertising, it can be confusing getting a grasp on the
variety of online ads available

We’ve compiled a short list of the primary online adverts:

 Google AdWords: These are online ads created within Google’s AdWords

platform using targeted keywords. If the words typed into Google match your
keywords, your ad can appear above the search results.

PPC Ads: With pay-per-click advertisements the cost of advertising is determined by the

number of clicks your ad receives. Check out our article about PPC.

Display Ads: Image based advertising that often appears on the side, top or bottom
section of a website. Below is an example of a top and side display  ad.

Search Engine Optimisation:

Search engine optimisation (SEO) increases your brand’s online visibility
through successful search marketing. You need to use on-page optimisation
techniques and keyword strategies to get your brand in front of the people
interested in your products.
In the past, SEO helped sites rank higher, sometimes in unethical ways. Today,
SEO helps legitimise your website(s) and should be used to benefit the consumer.

Small and medium companies  can do quite well in search engine listings, and
receive a considerable return on investment on their SEO efforts.

For example, the figure below shows a search engine results page for the query
‘boat manufacturers’.
The top organic result is evidence of the companies search’s
status.“Hardymarine”, Warriorboats and Fairline are the top three businesses
found in our search query.

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 1. Online Content and Blogging:
Blogging, along with other forms of content distribution has moved into the
mainstream. The lines between blogging and traditional media have blurred.
Establish a blog on your company website to help project personal and corporate
messaging.
Brown, Broderick, and Lee (2007) found that blogs are the most trusted
information source, secondary only to newspapers. Use your blog as a tool to
facilitate your relationship with customers.
Fordway Solutions, an IT Infrastructure, Consultancy and Cloud company with 60
employees, use their blog to share information and educate customers around
new IT solutions and services.

Web PR:
Online press release distribution improves online visibility and will help you
connect with your target audience. Press releases can be used effectively as part
of an integrated link building strategy. However, utilise your press releases only
when the content is truly worth sharing.

For example, bookseller.com published a release by Lion Hudson plc, regarding

the retirement of their company’s MD Nick Jones. This release is newsworthy in
the book publishing community and thus appropriate content to share within said
industry.
Another example, is a press release published by Horticulture Week, featuring
the Online Excellence Award being given to Crocus.co.uk, an online plant sales
business. Not only is this a great media piece, it also talks about Crocus.co.uk
redesigning their website to include rich content and videos, improvements
resulting in double-digit conversion growth. Have a look at their website for
inspiration.
Reach out to various media related websites and send them over a sold pitch,
they may write an article on your company or feature your team in a blog post.

Social Media Management and Listening:

Social media has become a significant source of interaction between consumers
and their favourite brand. Use this medium to have a conversation with your
customers.

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Connect Catering has both a LinkedIn company page and Facebook business page
which they use to publish updates regarding their business and interact with
their customers.

The digital age have modified consumers’ expectations of branded

communication.
The result is that consumers expect your brand to interact with them in a medium
where the consumer controls every aspect of the conversation; the timing, the
channel, and the content.
Establish some social media pages of your own and appoint somebody within
your company to use a social media monitoring tool to find out what people are
saying about you, so that you can respond in a timely manner.

Email and Online Newsletter Marketing:

As long as they’re permission-based, email campaigns can be highly effective.
Milton Sanford Wines is a good examples of a company that creates highly
effective email campaigns to bring communities together, while stimulating their
business.
Follow their example and prompt customers to subscribe to your newsletter.
You’ll get their email address and an open channel to communicating with them.

Email is one of the best forms of digital marketing as its cheap, direct,
instantaneous, and easy to track, and it pushes your message to your
audience. Be sure to customise your messaging and segment your email list.
Read our 13 powerful email marketing tips to transform your mailing list into a
money-making machine for your business.

Mobile Marketing:
SMEs can access a wider audience through their mobile devices.
The use of mobile phones as a marketing medium is quickly gaining popularity.
More businesses are gaining access to  mobile phone numbers and using SMS to
advertise their products and services.

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Another factor is the growth of mobile web usage. Locally-based advertising also
involves mobile devices and GPS. It exploits the knowledge about where a mobile
device user is located. Users searching online for a product or service will get a list
of options within their location.
For example, if you were in Oxfordshire and searching for a car dealerships using
your phone, a below list would have popped up on your search screen.

Web Analytics:
Use web analytics, like Google Analytics, to measure your digital marketing
effectiveness and record online customer behaviour.
By using analytics you’ll gain a better understanding of your target audience.
This deeper analysis allows managers to better understand variations in message
performance based on time of day, day of week, audience, and engagement
metrics.
Website traffic and activity is also traceable and measurable.

 The Future Scope of Digital Marketing:

In today’s world of internet, Digital Marketing is the only one and most
guaranteed way of marketing, which is popularly being the most preferred
space for marketing communications and related interactions.
The future of marketing is way beyond the traditional marketing and now,
marketing is majorly based on the Digital Sphere. The scope of Digital
Marketing provides some of the most powerful techniques of marketing where
traditional modes of marketing fail.
The great panjandrum on Digital Marketing over industrialists is to empower
them and to optimize their start-ups in the quickest possible and most cost-
effective fashion. Future of digital marketing is going to be more encompassing
in 2018. Undoubtedly, it is an undeniable fact that there is a great scope in
digital marketing.
The things that are considered for Digital marketing are like –

 Search engine results – page rankings

 Search engine platforms – Advertising
 Conversion through SMO & SEO campaigns
 Optimization of internet marketing & associated ROI
 Marketing on Digital World  & Banner ads on other websites

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 Future Trends in Digital Marketing in India:
The most powerful and result-oriented way of marketing in 2018 is Digital Marketing,
and some of the observations on current and future  of 5 key channels which plays
role in deciding future of digital marketing in India are–

1. Mobile Marketing
2. Video Marketing
3. Email Marketing
4. Social Media Marketing
5. Search & SEO Marketing

 Mobile Marketing
Mobile marketing is going to play one of the most significant roles in
2018, where marketers plan in a result-oriented fashion to
understand customers, to devise result-oriented marketing plans and
campaigns, changing needs and characteristics.

 Video Marketing:

Video content is absorbing up the content marketing and power to

tempt more customers in quickest possible is the advantage for
online marketers. As mobile marketing is booming, videos are
now offered on mobile phones that fuel up the whole process.
Video marketing is the most powerful way that companies use for
– Introducing themselves, Spreading their messages, Promoting
their products/services, Increasing their reach and optimizing
search ranking, Boosting customer engagement and enhancing
returns on investments.

 Email Marketing:

The most important part of your business branding is Email

marketing and you need to pick those trends that befit with your
business objective and customer profile. In email marketing strategy,
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using professional email templates should be the base of your e-mail
marketing campaign, as your emails should reflect your quality and
Integration of social media content. Aesthetically appealing animated
emails are the trend that will see a great rise in mobile-friendly email
marketing.

 Social Media Marketing:

Social Media Marketing has a massive power to channelize

marketing campaigns in effective and innovative ways as social
media keeps evolving. The medium to respond to new tech
innovations adeptly is Social media, it also exceeds customer’s
expectations at the same time. Some of the key social media
trends in 2018 are – Live video streaming, the Enormous
evolution of Snapchat, Instagram stories, social slideshow ads,
social chats, etc. would be the top components of social media
marketing in 2018.

 Search & SEO Marketing:

It is important for you to know latest changes of SEO marketing
and employing effective search engine strategies as Search engines
evolve constantly. As they evolve, their changes prompt shift in
marketers’ ways of targeting audience. As per statistics, 14 billion
web searches are conducted each month through different search
engines across the globe due to enhanced frequencies of searches
in the mobile marketing and social media.
Some of the SEO trends that will turn out to be major hits in 2018
are- Google’s Keyword Planner, Moz’s Keyword Planner, Link
building will stay as a powerful SEO technique, Quality content
marketing with the perfect blending of video content, Personalizing
SEO campaigns as per target audiences.

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 CHAPTER-2

METHODS USED TO BUILD BRAND

AWARENESS, DEVELOPMENT &
STRATIGES

Digital marketing strategies may include the use of one or more online
channels and techniques (omnichannel) to increase brand awareness
among consumers.
Building brand awareness may involve such methods/tools as:

 Search engine optimization (SEO)

Search engine optimization techniques may be used to improve the
visibility of business websites and brand-related content for common
industry-related search queries.[45]
The importance of SEO to increase brand awareness is said to correlate
with the growing influence of search results and search features like
featured snippets, knowledge panels, and local SEO on customer
behavior.[46]

 Search engine marketing (SEM)

SEM, also known as PPC advertising, involves the purchase of ad space
in prominent, visible positions atop search results pages and websites.
Search ads have been shown to have a positive impact on brand
recognition, awareness and conversions.[47]
33% of searchers who click on paid ads do so because they directly
respond to their particular search query.[48]

 Social media marketing

70% of marketers list increasing brand awareness as their number one
goal for marketing on social media platforms. Facebook, Instagram,
Twitter, and YouTube are listed as the top platforms currently used by
social media marketing teams.[49] As of 2021, LinkedIn has been added

17
as one of the most-used social media platforms by business leaders for
its professional networking capabilities.[50]
Content marketing
56% of marketers believe personalized content – brand-
centered blogs, articles, social updates, videos, landing pages
– improves brand recall and engagement.
Developments and strategies:

One of the major changes that occurred in traditional marketing

was the "emergence of digital marketing", this led to the
reinvention of marketing strategies in order to adapt to this
major change in traditional marketing.
As digital marketing is dependent on technology which is ever-evolving
and fast-changing, the same features should be expected from digital
marketing developments and strategies. This portion is an attempt to
qualify or segregate the notable highlights existing and being used as of
press time.[when?]

 Segmentation: More focus has been placed on segmentation within

digital marketing, in order to target specific markets in both business-
to-business and business-to-consumer sectors.

 Influencer marketing: Important nodes are identified within related

communities, known as influencers. This is becoming an important
concept in digital targeting. [52] Influencers allow brands to take
advantage of social media and the large audiences available on many
of these platforms.[52] It is possible to reach influencers via paid
advertising, such as Facebook Advertising or Google Ads campaigns,
or through sophisticated sCRM (social customer relationship
management) software, such as SAP C4C, Microsoft Dynamics,
Sage CRM and Salesforce CRM. Many universities now focus, at
Masters level, on engagement strategies for influencers.

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To summarize, Pull digital marketing is characterized by
consumers actively seeking marketing content while Push
digital marketing occurs when marketers send messages
without that content being actively sought by the recipients.

 Online behavioral advertising is the practice of collecting

information about a user's online activity over time, "on a
particular device and across different, unrelated websites, in
order to deliver advertisements tailored to that user's
interests and preferences."[53][54] Such Advertisements are
based on site retargeting are customized based on each
user behavior and pattern.

 Collaborative Environment: A collaborative environment

can be set up between the organization, the technology
service provider, and the digital agencies to optimize effort,
resource sharing, reusability and communications.
[55]
Additionally, organizations are inviting their customers to
help them better understand how to service them. This
source of data is called user-generated content. Much of this
is acquired via company websites where the organization
invites people to share ideas that are then evaluated by other
users of the site. The most popular ideas are evaluated and
implemented in some form. Using this method of acquiring
data and developing new products can foster the
organization's relationship with its customer as well as
spawn ideas that would otherwise be overlooked. UGC is
low-cost advertising as it is directly from the consumers and
can save advertising costs for the organization.

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 Data-driven advertising: Users generate a lot of data in
every step they take on the path of customer journey and
brands can now use that data to activate their known
audience with data-driven programmatic media buying.
Without exposing customers' privacy, users' data can be
collected from digital channels (e.g.: when the customer visits a
website, reads an e-mail, or launches and interact with a brand's
mobile app), brands can also collect data from real-world customer
interactions, such as brick and mortar stores visits and from CRM and
sales engines datasets. Also known as people-based marketing or
addressable media, data-driven advertising is empowering brands to
find their loyal customers in their audience and deliver in real time
a much more personal communication, highly relevant to
each customers' moment and actions.[56]
An important consideration today while deciding on a
strategy is that the digital tools have democratized the
promotional landscape.

 Remarketing: Remarketing plays a major role in digital

marketing. This tactic allows marketers to publish targeted
ads in front of an interest category or a defined audience,
generally called searchers in web speak, they have either
searched for particular products or services or visited a
website for some purpose.
 Game advertising: Game ads are advertisements that
exist within computer or video games. One of the most
common examples of in-game advertising is billboards
appearing in sports games. In-game ads also might appear
as brand-name products like guns, cars, or clothing that exist
as gaming status symbols.

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 Six principles for building online brand content

 Do not consider individuals as consumers;

 Have a editorial position;
 Define an identity for the brand;
 Maintain a continuity of contents;
 Ensure a regular interaction with audience;
 Have a channel for events.

The new digital era has enabled brands to selectively target their
customers that may potentially be interested in their brand or based on
previous browsing interests. Businesses can now use social media to
select the age range, location, gender, and interests of whom they would
like their targeted post to be seen. Furthermore, based on a customer's
recent search history they can be ‘followed’ on the internet so they see
advertisements from similar brands, products, and services, [58] This
allows businesses to target the specific customers that they know and
feel will most benefit from their product or service, something that had
limited capabilities up until the digital era.

 Tourism marketing: 
Advanced tourism, responsible and sustainable tourism,
social media and online tourism marketing, and geographic
information systems. As a broader research field matures
and attracts more diverse and in-depth academic research.

Ineffective forms of digital marketing:

Digital marketing activity is still growing across the world according to the
headline global marketing index. A study published in September 2018,
found that global outlays on digital marketing tactics are approaching
$100 billion.[60] Digital media continues to rapidly grow. While the
marketing budgets are expanding, traditional media is declining. [61] Digital
media helps brands reach consumers to engage with their product or
service in a personalized way. Five areas, which are outlined as current
industry practices that are often ineffective are prioritizing clicks,
balancing search and display, understanding mobiles, targeting,

21
viewability, brand safety and invalid traffic, and cross-platform
measurement.[62] Why these practices are ineffective and some
ways around making these aspects effective are discussed
surrounding the following points.

Prioritizing clicks:
Prioritizing clicks refers to display click ads, although
advantageous by being ‘simple, fast and inexpensive’ rates
for display ads in 2016 is only 0.10 percent in the United
States. This means one in a thousand click ads is relevant
therefore having little effect. This displays that marketing
companies should not just use click ads to evaluate the
effectiveness of display advertisements.
Balancing search and display:
Balancing search and display for digital display ads is important.
marketers tend to look at the last search and attribute all of the
effectiveness of this. This, in turn, disregards other marketing efforts,
which establish brand value within the consumer's
mind. ComScore determined through drawing on data online,
produced by over one hundred multichannel retailers that digital
display marketing poses strengths when compared with or positioned
alongside, paid search.[62] This is why it is advised that when someone
clicks on a display ad the company opens a landing page, not its
home page. A landing page typically has something to draw the
customer in to search beyond this page. Commonly marketers see
increased sales among people exposed to a search ad. But the fact
of how many people you can reach with a display campaign
compared to a search campaign should be considered. Multichannel
retailers have an increased reach if the display is considered in
synergy with search campaigns. Overall both search and display
aspects are valued as display campaigns build awareness for the
brand so that more people are likely to click on these digital ads when
running a search campaign.

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Understanding Mobiles:

Understanding mobile devices is a significant aspect of digital marketing

because smartphones and tablets are now responsible for 64% of the
time US consumers are online.[62] Apps provide a big opportunity as well
as challenge for the marketers because firstly the app needs to be
downloaded and secondly the person needs to actually use it. This may
be difficult as ‘half the time spent on smartphone apps occurs on the
individuals single most used app, and almost 85% of their time on the
top four rated apps’.[62] Mobile advertising can assist in achieving a
variety of commercial objectives and it is effective due to taking over the
entire screen, and voice or status is likely to be considered highly.
However, the message must not be seen or thought of as intrusive.
[62]
 Disadvantages of digital media used on mobile devices also include
limited creative capabilities, and reach. Although there are many positive
aspects including the user's entitlement to select product information,
digital media creating a flexible message platform and there is potential
for direct selling.

Cross-platform measurement:

The number of marketing channels continues to expand, as

measurement practices are growing in complexity. A cross-platform view
must be used to unify audience measurement and media planning.
Market researchers need to understand how the Omni-channel affects
consumer's behavior, although when advertisements are on a
consumer's device this does not get measured. Significant aspects to
cross-platform measurement involve deduplication and understanding
that you have reached an incremental level with another platform, rather
than delivering more impressions against people that have previously
been reached.[62] An example is ‘ESPN and comScore partnered on
Project Blueprint discovering the sports broadcaster achieved a 21%
increase in unduplicated daily reach thanks to digital advertising’.
[62]
 Television and radio industries are the electronic media, which
competes with digital and other technological advertising. Yet television
advertising is not directly competing with online digital advertising due to
being able to cross platform with digital technology. Radio also gains
power through cross platforms, in online streaming content. Television

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and radio continue to persuade and affect the audience, across multiple
platforms.
[64]

Targeting, viewability, brand safety, and invalid traffic:

Targeting, viewability, brand safety, and invalid traffic all are aspects
used by marketers to help advocate digital advertising.Cookies are a
form of digital advertising, which are tracking tools within desktop
devices, causing difficulty, with shortcomings including deletion by web
browsers, the inability to sort between multiple users of a device,
inaccurate estimates for unique visitors, overstating reach,
understanding frequency, problems with ad servers, which cannot
distinguish between when cookies have been deleted and when
consumers have not previously been exposed to an ad. Due to the
inaccuracies influenced by cookies, demographics in the target market
are low and vary.[62] Another element, which is affected by digital
marketing, is ‘viewability’ or whether the ad was actually seen by the
consumer. Many ads are not seen by a consumer and may never reach
the right demographic segment. Brand safety is another issue of whether
or not the ad was produced in the context of being unethical or having
offensive content. Recognizing fraud when an ad is exposed is another
challenge marketers face. This relates to invalid traffic as premium sites
are more effective at detecting fraudulent traffic, although non-premium
sites are more so the problem.

24
 CHAPTER-3
CHANNELS
Digital Marketing Channels are systems based on the Internet that can
create, accelerate, and transmit product value from producer to a
consumer terminal, through digital networks. [65][66] Digital marketing is
facilitated by multiple Digital Marketing channels, As an advertiser one's
core objective is to find channels which result in maximum two-way
communication and a better overall ROI for the brand. There are multiple
digital marketing channels available namely.

 Affiliate marketing –

Affiliate marketing is perceived to not be considered a safe, reliable, and

easy means of marketing through online platforms. This is due to a lack
of reliability in terms of affiliates that can produce the demanded number
of new customers. As a result of this risk and bad affiliates, it leaves the
brand prone to exploitation in terms of claiming commission that isn't
honestly acquired. Legal means may offer some protection against this,
yet there are limitations in recovering any losses or investment. Despite
this, affiliate marketing allows the brand to market towards smaller
publishers and websites with smaller traffic. Brands that choose to use
this marketing often should beware of such risks involved and look to
associate with affiliates in which rules are laid down between the parties
involved to assure and minimize the risk involved. [68]

1. Display advertising –

As the term implies, online display advertising deals with

showcasing promotional messages or ideas to the consumer
on the internet. This includes a wide range of advertisements
like advertising blogs, networks, interstitial ads, contextual data,
ads on search engines, classified or dynamic advertisements,
etc. The method can target specific audience tuning in from
different types of locals to view a particular advertisement, the
variations can be found as the most productive element of this
method.
25
2. Email marketing –
Email marketing in comparison to other forms of digital marketing is
considered cheap. It is also a way to rapidly communicate a message
such as their value proposition to existing or potential customers. Yet
this channel of communication may be perceived by recipients to be
bothersome and irritating especially to new or potential customers,
therefore the success of email marketing is reliant on the language and
visual appeal applied. In terms of visual appeal, there are indications that
using graphics/visuals that are relevant to the message which is
attempting to be sent, yet less visual graphics to be applied with initial
emails are more effective in-turn creating a relatively personal feel to the
email. In terms of language, the style is the main factor in determining
how captivating the email is. Using a casual tone invokes a warmer,
gentler and more inviting feel to the email, compared to a more formal
tone.

3. Search engine marketing –

Search engine marketing (SEM) is a form of Internet marketing that
involves the promotion of websites by increasing their visibility in search
engine results pages (SERPs) primarily through paid advertising. SEM
may incorporate Search engine optimization, which adjusts or rewrites
website content and site architecture to achieve a higher ranking in
search engine results pages to enhance pay per click (PPC) listings.

4. Social Media Marketing –

The term 'Digital Marketing' has a number of marketing facets as it
supports different channels used in and among these, comes the Social
Media. When we use social media channels ( Facebook, Twitter,
Pinterest, Instagram, Google+, etc.) to market a product or service, the
strategy is called Social Media Marketing. It is a procedure wherein
strategies are made and executed to draw in traffic for a website or to
gain the attention of buyers over the web using different social media
platforms.

26
6.Social networking service –
A social networking service is an online platform which people
use to build social networks or social relations with other people
who share similar personal or career interests, activities,
backgrounds or real-life connections.

7.In-game advertising –
In-Game advertising is defined as the "inclusion of products or
brands within a digital game."[69]The game allows brands or
products to place ads within their game, either in a subtle
manner or in the form of an advertisement banner. There are
many factors that exist in whether brands are successful in the
advertising of their brand/product, these being: Type of game,
technical platform, 3-D and 4-D technology, game genre,
congruity of brand and game, prominence of advertising within
the game. Individual factors consist of attitudes towards
placement advertisements, game involvement, product
involvement, flow, or entertainment. The attitude towards the
advertising also takes into account not only the message
shown but also the attitude towards the game. Dependent on
how enjoyable the game is will determine how the brand is
perceived, meaning if the game isn't very enjoyable the
consumer may subconsciously have a negative attitude
towards the brand/product being advertised. In terms of
Integrated Marketing Communication "integration of advertising
in digital games into the general advertising, communication,
and marketing strategy of the firm" [69] is important as it results in
a more clarity about the brand/product and creates a larger
overall effect.

27
8.Online public relations –
The use of the internet to communicate with both potential and
current customers in the public realm.

9. Video advertising –
This type of advertising in terms of digital/online means are
advertisements that play on online videos e.g. YouTube videos.
This type of marketing has seen an increase in popularity over
time.[70] Online Video Advertising usually consists of three types:
Pre-Roll advertisements which play before the video is
watched, Mid-Roll advertisements which play during the video,
or Post-Roll advertisements which play after the video is
watched.[71]Post-roll advertisements were shown to have better
brand recognition in relation to the other types, where-as "ad-
context congruity/incongruity plays an important role in
reinforcing ad memorability".[70] Due to selective attention from
viewers, there is the likelihood that the message may not be
received.[72] The main advantage of video advertising is that it
disrupts the viewing experience of the video and therefore there
is a difficulty in attempting to avoid them. How a consumer
interacts with online video advertising can come down to three
stages: Pre attention, attention, and behavioral decision.
[73]
 These online advertisements give the brand/business options
and choices. These consist of length, position, adjacent video
content which all directly affect the effectiveness of the
produced advertisement time,[70] therefore manipulating these
variables will yield different results. The length of the
advertisement has shown to affect memorability where-as a
longer duration resulted in increased brand recognition. [70] This
type of advertising, due to its nature of interruption of the
viewer, it is likely that the consumer may feel as if their
experience is being interrupted or invaded, creating negative
perception of the brand.[70] These advertisements are also

28
available to be shared by the viewers, adding to the
attractiveness of this platform. Sharing these videos can be
equated to the online version of word by mouth marketing,
extending number of people reached.[74] Sharing videos creates
six different outcomes: these being "pleasure, affection,
inclusion, escape, relaxation, and control".[70] As well, videos
that have entertainment value are more likely to be shared, yet
pleasure is the strongest motivator to pass videos on. Creating
a ‘viral’ trend from a mass amount of a brand advertisement
can maximize the outcome of an online video advert whether it
be positive or a negative outcome.

10.Native Advertising –
This involves the placement of paid content that
replicates the look, feel, and oftentimes, the voice of a
platform's existing content. It is most effective when
used on digital platforms like websites, newsletters, and
social media. Can be somewhat controversial as some
critics feel it intentionally deceives consumers.[75]

11.Content Marketing –
This is an approach to marketing that focuses on gaining and
retaining customers by offering helpful content to customers
that improves the buying experience and creates brand
awareness. A brand may use this approach to hold a
customer’s attention with the goal of influencing potential
purchase decisions.[76]

12. Sponsored Content –

This utilises content created and paid for by a brand to
Promote a specific product or service.[77]

13. Inbound Marketing-

29
A market strategy that involves using content as a means to
attract customers to a brand or product. Requires extensive
research into the behaviors, interests, and habits of the brand's
target market.[78]

14. SMS Marketing:

Although the popularity is decreasing day by day, still SMS
marketing plays huge role to bring new user, provide direct
updates, provide new offers etc.

15. Push Notification:

In this digital era, Push Notification responsible for bringing new
and abandoned customer through smart segmentation. Many
online brands are using this to provide personalised appeals
depending on the scenario of customer acquisition.

It is important for a firm to reach out to consumers and create a

two-way communication model, as digital marketing allows
consumers to give back feedback to the firm on a community-
based site or straight directly to the firm via email. [79] Firms
should seek this long term communication relationship by using
multiple forms of channels and using promotional strategies
related to their target consumer as well as word-of-mouth
marketing.

30
 Chapter-3
Scope Of Digital Marketing
More than half of consumers discover companies through social
media news feeds. Companies can reach almost 1 million customers
via Instagram alone, and more than 9 million businesses use Facebook
to connect with consumers. 

Companies leverage social media platforms for both business-to-

business (B2B) and business-to-consumer (B2C) digital marketing
campaigns.

 B2B: To generate leads, B2B marketers are active on social media

platforms like LinkedIn and Twitter. They also often rely on PPC
campaigns to reach their target audiences without spending too
much money.

 B2C: B2C marketers focus on improving brand awareness and

attracting customers to their websites and products using social
media platforms like Facebook, Twitter, Instagram, and Pinterest.

While posting ads and content on Facebook and other

popular platforms continue to be an effective way to reach
your target market, the scope of digital marketing
encompasses much more than just social media. In addition
to social media, savvy businesses also employ the
following methods to reach new audiences while building
(and maintaining) their brand awareness:

 Paid search: Marketers pay Google and other search engine

companies a fee whenever someone types in your keyword, and
their ad is shown at the top of the search results (“PPC”
model).  

31
  Organic (or natural) search: This method takes more finesse
than PPC since marketers are using keyword analysis and other
search engine optimization (SEO) methods to naturally push
their content to the top of the list of natural search results on
Google and other search engines.

 Email marketing campaigns: Believe it or not, email

marketing campaigns (if done properly) are still very effective at
reaching your target market, and they’re also very accessible for
small businesses.

 Content marketing: Publishing helpful articles, guides,

tutorials, and other online content (in addition to webinars and
podcasts) that engages your target audience is the essence of
content marketing.

 Webinars: This is a great way to provide something of value to

target consumers while also promoting your brand and products.

 Podcasts: Compelling audio content is another way to reach

your audience and can be used in conjunction with other media
for broader marketing campaigns.

o The Scope of Digital Marketing in 2022 is Much Larger:-

Digital marketing trends evolve each year as more companies enter

the space and new technologies emerge. Looking ahead to 2022, here
are some trends that will help continue to shape this space.

Analytics:-
Digital marketing analysis is typically done after the fact. Marketers will
publish a piece of content, for instance, and then check to see how effective it
was after a few weeks. This is certainly helpful, but real-time analytics is
beginning to shake up the world of digital marketing. Conducting real-time
analysis allows marketers to both individualize content for smaller subsets of
consumers and respond much more quickly to their performance.

32
Social Media Influencers:-
Advertisers in all sectors are connecting with social media influencers
to help enhance their brands. This is proving to be an effective digital
marketing strategy, largely because consumers tend to trust other
consumers more than companies advertising products. Expect more
companies in 2022 and beyond to use these influencers to drive sales.

Also, expect to see fewer celebrities promoting products, as

consumers have grown relatively weary of their endorsements.
Instead, the trend is moving more toward influencers who have more
direct relevance to the product. One great example is make-up artist
James Charles, who has become a celebrity but also has expertise
specific to cosmetics, which Cover Girl has tapped for its
promotions. 

Video Remains King:-

Video will remain a top strategy in 2022, as digital marketers
capitalize on users’ short attention spans and desire to view content
instead of reading it. Since 74 percent of consumers in the United
States watch online videos each week, this medium will continue to
play a significant role in connecting customers and businesses. Most
social media channels support video hosting and sharing.

One trend to watch out for is SEO for images and video. Typically,
people type in keywords relating to a particular image or video, but
this can be tedious. More and more users are discovering that they can
use existing or new images to search for other, closely related images
online. This profoundly increases the scope of digital marketing. By
adding relevant keywords to the titles of their images and videos,
including alt text in image descriptions, and using other such
methods, advertisers will make it easier for potential customers to find
them.

33
Artificial Intelligence:
Artificial intelligence (AI)  enables digital marketers to better analyze
user data so they can further customize the customer journey. AI
helps companies understand a great deal about customers and how to
best target audiences. 

AI also provides users with a more personalized experience, giving

them customized assistance at each stage of the buying process.
Businesses can achieve this customer experience by automating ads to
targeted audiences using programmatic advertising. Programmatic
advertising is expected to account for more than 72 percent of online
marketing spend in 2021.

Augmented and Virtual Reality:

Companies will continue to use augmented reality (AR) and
virtual reality (VR) in their marketing strategies to enhance
brand awareness and satisfy customer demand. Companies
like Starbucks, Nivea, and Volkswagen have launched
successful AR and VR campaigns to offer customers an
experience that better connects them to their brands and
products.
Omni-channel Marketing:-
While today’s consumer expects every business to at least have an
online presence, using a variety of media to engage your target market
in a seamless manner is ideal. Often referred to as “omni-channel”
marketing, this approach does away with any barriers or “silos” that
different media may impose. For instance, a product advertised on
television should also have an online tie-in that’s optimized for both
desktop and mobile users. 

The point is, consumers may use a variety of media to learn about and
engage with your product (or service) before and after they buy. If
there isn’t a smooth handoff among these different platforms, then it
may hurt the experience and result in a lost sale.  
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 CHAPTER-4
CAREER IN DIGITAL MARKETING
Digital marketers should follow the latest developments and
incorporate them into their strategies. As more companies turn to
online advertising to reach a wider audience, digital marketing jobs
continue to grow.

Digital marketing managers in the United States earn average annual

salaries of more than $75,000. Other high-paying digital marketing
roles include social media marketing specialists, PPC experts, digital
marketing consultants, digital analytics experts, and search engine
optimization (SEO) managers. Bloggers and YouTubers also have
opportunities to write and video blogs professionally for digital
marketing purposes.

There are many digital marketing careers available, but you’ll need a
solid understanding of all techniques in the scope of digital marketing
to succeed in 2022, especially considering the new challenges the
pandemic has created. Simplilearn’s free Digital Marketing
Fundamentals program helps digital marketers master the basics of
this fast-growing discipline. Through dedicated online training, you
can learn all you need to know about social media, PPC, SEO, web
analytics, email, and content and mobile marketing so you can launch
and maintain effective campaigns.

If you have a certain amount of digital marketing experience and want

to enhance your digital marketing career, we would recommend you
to check our Post Graduate in Digital Marketing Program today to
take your career to the next level.

Digital Marketing is for creative and passionate people. Digital

marketing job field is highly result driven and enhances your
knowledge and creativity skills. There are many digital marketing job
roles. Here is a list of the digital marketing roles and responsibilities
in a digital marketing company.

35
1. Digital Marketing Executive:-

A digital marketing executive is responsible for looking into the

online marketing strategies for the organization. They plan and
execute marketing campaigns, and maintain and supply content for
the organization’s website. Here is a list of digital marketing
executive roles and responsibilities:

o Develop and manage digital marketing campaigns.

o Manage organization’s website.
o Optimize content for the website and social networking channels
such as Facebook, Twitter, Instagram, Google Plus, etc.
o Track the website traffic flow and provide internal reports
regularly.
o Fix any error in online content and arrange webinars and webcasts.
o Attend networking events and product launches.
o Identify new digital marketing trends and ensure that the brand is
in front of the industry developments.
o Work on SEO of the website pages.
o Edit and post content, videos, podcasts, and audio content on
online sites.
o Promote company’s product and services in the digital space.
o Execute social media efforts to improve KPIs, likes, shares, tweets,
etc.
o Creating and executing SMS, and email-based marketing
campaigns.

2. Digital Marketing Manager:-

The primary role of a digital marketing manager is to get the word

about your brand out in the digital space. Here are the digital
marketing roles and responsibilities of a digital marketing manager:

o Develop, implement, and manage marketing campaigns that

promote the products and services of a company.
o Enhance brand awareness in the digital space.
o Drive website traffic and acquire leads.
36
 o Measure site traffic, identify and evaluate new digital
technologies and optimize marketing campaigns, email
marketing, social media, and display & search advertising using
web analytics tools.

3. Search Engine Optimizer - SEO Executive:-

The primary role of an SEO specialist or an SEO executive is to rank

a website page on the search engine result page and to increase the
website’s traffic. SEO sector is booming day by day, and SEO
executive jobs will always be in demand. SEO executive roles will be
available only in large companies with marketing departments. The
SEO executive job role is available for all degree students, but it
would be a plus point if you have a degree in digital marketing. You
must have relevant experience and high level of technical skill. Here
are the digital marketing roles and responsibilities of an SEO
executive:

 Conduct on-site and off-site analysis of clients in various

industries.
 Compile performances report using Google Analytics program.
 Keep attention to the updates of Google’s Algorithm.
 Contribute to the company’s blog for on-page and off-page
optimization.
 Conduct keyword research according to the latest keyword
research strategies.

5. Social Media Marketing Expert:-

A social media marketing expert is responsible for combining
marketing and social media management to enhance the company’s
social media presence, interaction with target audiences, promoting
the brand’s engaging content, and expanding the opportunities for
increasing the revenue. A social media marketing expert should
have the understanding and knowledge of each social media
platform, social media marketing strategies, and how to optimize
content to make it engaging on the social media channels. Here are
the digital marketing roles and responsibilities of a social media
marketing expert:
37
  Create social media marketing strategy and campaign by
creating the content idea, budget planning, and implementation
schedules.
 Promote the brand’s products and services on various social
media channels.
 Build social media marketing strategy and execute it through
competitive and audience research.
 Optimize company pages with each social media platform to
increase the company’s social content visibility.
 Achieve audience engagement, website traffic, and revenue by
exploiting all digital marketing aspects of social media
marketing roadmap.

5. Digital Marketing Copywriter:-

There are many job roles of a copywriter. A digital writer produces
the written content for web pages. They can work either as a freelance
content writer or as an employee of a company. The copywriter can
help the content team to refine their content and words used to get
more reception, help the search engine marketer to write a better ad
copy, help the social media manager with better words for posting on
social media channels. Here are few job digital marketing roles and
responsibilities of a digital copywriter:

 Tailor the content and style of writing assignments according to

their purpose like sell or inform.
 Understand target audience because content writing is not for
clients. It's for the readers. So a copywriter should understand
the interests of the target audience.
 Work with different team to ensure quality results and quality
visual elements of the web page complementing the words.
 Identifying interesting and fresh angles every time for an article.
 Write for blogs, web pages, social media, ebooks, slogans, and
video script.
 Assist with the business pitches to win new clients and projects.
 Provide digital contents such as video, infographics, and images,
etc.

38
6. Conversion Rate Optimizer:-
A conversion rate optimizer is responsible for conversion rate
optimization of a company’s conversion strategy and lead generation.
It’s the most crucial digital marketing job role. They are responsible
for managing, testing, and implementing conversion points in the
digital marketing funnel. Here are the digital marketing roles and
responsibilities of a conversion rate optimizer:

 A/B Testing, measure the performance of CTAs and improve

conversion rate consistently.
 Optimize the marketing conversion paths.
 Optimize lead-to-customer conversion rate.
 Managing and optimizing CTAs, landing pages, and the lead
generation forms.
 Collaboration with each team responsible for social media posts,
email, and blogging to optimize each conversion path.
 Increase the marketing funnel efficiencies.
 Increase qualified marketing leads and conversion rates for the
sales team.

7. Search Engine Specialist/Marketer - SEM Specialist:-

In a small company, a digital marketing manager does all the tasks of
a search engine marketer. However, when it’s a big company, there is
a dedicated search engine marketing specialist also known as SEM
specialist to target the number of leads and clicks from the given
marketing budget, manage bid, keyword research, analysis, ad
copywriting, and to test ad campaigns. Here are the digital marketing
roles and responsibilities of an SEM specialist:
 Achieve maximum ROI in paid search campaigns by collecting
and analyzing data, and identifying trends and insights.
 Track, report, and analyze website analytics, and PPC
campaigns.
 Optimize the landing pages of paid search engine marketing
campaigns.
 Research and analyze advertising links of the competitors.
 Manage the expense and budget of campaigns, and estimate
monthly costs.

39
8. Inbound Marketing Manager:-
An Inbound Marketing Manager is responsible for attracting traffic,
and qualified prospects and converting them into customers and leads.
Here is the brief description of the digital marketing roles and
responsibilities of an Inbound marketing manager:

 Build and manage rich contents like blog posts, ebooks,

webinars, whitepapers, infographics, reports, etc. which attracts
qualified traffic.
 Optimize lead nurturing process and marketing automation
through content, social channels, and email.
 Propose new and improved ideas on inbound marketing
campaigns.
 Create, manage, and execute multi-channel marketing
campaigns leveraging inbound marketing, SEO, email, mail
campaigns and events to drive customer acquisition.

9. Content Marketing Manager:-

A content marketing manager is responsible for content marketing.
Managing blog, marketing campaigns, ebook publications, guest
blogging, email communications, video marketing, sales page
copywriting, etc. are the roles of a content marketing manager. Here
are the brief descriptions of the digital marketing roles and
responsibilities of a content marketing manager:

 Create, edit and improve the content that audience is looking for
and optimize the path to conversion.
 Deliver effective editorial plan and content marketing strategy to
meet the business objectives. Editorial requirements include
basic SEO understanding, content development,
 categorization and structure, distribution and management.
 Measure and optimize on a regular basis to drive traffic,
engagement, and leads.
 Integrate content programs with brand campaigns to drive the
demand for the brand.
 Develop editorial calendar.

40
10. Analytics Manager:-
Analytics manager is responsible for the implementation of tools and
strategies to translate raw data into the valuable business insights.
Here are the digital marketing roles and responsibilities of an
Analytics Manager:

 Understand the business objectives and needs.

 Develop the right strategies for effective data analysis and
reporting.
 Define the metrics and relevant data sources of the company.
 Select, configure, and implement analytical solutions.
 Lead and develop a data analysts team.
 Extract reports from multiple sources like IT, operations and
customer feedback.
 Transform the raw data into actionable business insights through
statistics and data models.
 Present the analytical findings to the senior management.

Conclusion:-
The above digital marketing roles and responsibilities provide a range
of practical descriptions of digital marketing jobs. Digital marketing
field is growing day by day and is coming up with immense more job
opportunities for you. Here is our blog on the “Top Companies in
Hyderabad Recruiting Digital Marketers.” Are you excited to be a
part of this booming field? Master your digital marketing through our
digital marketing certificate courses. Join Digital ready to get a clear
vision of all the roles of the digital marketing field and all digital
marketing aspects.

41
 THE TOP DIGITAL MARKETING TRENDS FOR 2022
ARE:
1. The Metaverse
2. Non-fungible tokens
3. Cryptocurrency
4. Zero and first-party data
5. Supply chain buffering
6. Social and live stream commerce
7. Simple content
8. Sustainability and diversity, equity, and inclusion (DEI)
9. Gender neutrality
10. Accessibility

42
BIBLIOGRAPHY:-
Reference Book, Journal, Newspaper, Website, Reports, etc are
to be listed out here.

BOOK:- Ryan Deiss, Russ Henneberry, Publisher:-

DUMMIES(2021)

BOOK:- Dave Chaffey and F.Ellis-Chadwick. Publisher:-

Pearson(2021)

Journal Artical:- Devin Chriss (2014), Times Of India, New Delhi

Website:- www.digitalmarketing.com/project

Newspaper:- Hindustan Times, Times Of India. New Delhi,

Jaipur(302012)

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