Digital Unit-2 PGDM

Noida Institute of Engineering and Technology, Greater Noida
Acquiring & Engaging Users through Digital

Channels
Unit: 2
Acquiring & Engaging Users through

Digital Channels
Mr. Anup
MBA Department
MBA (IEV)
Mr. Anup Digital Marketing Unit 2

1
03/19/2024
Index/Content
S. No. Index
1.
Name of Subject with code, Course and Subject Teacher
2.
Brief Introduction of Faculty member with Photograph
3. Evaluation Scheme
4. Syllabus
5. Branch wise Application
6. Course Objective(s)
7. Course Outcome(s)
8. Program Outcomes (POs)
9. COs and POs Mapping
03/19/2024 Mr. Anup Digital Marketing Unit 2 2

Index/Content
S. No. Index
10. Program Specific Outcomes (PSOs)
11. Cos and PSOs Mapping
12. Program Educational Objectives (PEOs)
13. Result Analysis
14. End Semester Question paper Templates
15. Prequisite/Recap
16. Brief Indtroduction about the Subject with Videos
17. Unit Contents
18. Unit Objectives
19. Topic Objectives/Topic Outcome

Index/Content
S. No. Index
20. Lecture related to topic
21. Daily Quiz
22. Weekly Assignment
23. Topic Links
24. MCQs
25. Glossary Questions
26. Old question papers
27. Expected Questions
28. Recap of unit

Syllabus
UNIT-I Introduction to Digital Marketing 05 Hours
The new digital world - trends that are driving shifts from traditional marketing practices
to digital marketing practices, the modern digital consumer and new consumer’s digital
journey. Marketing strategies for the digital world - latest practices. Marketing Mix (7Ps)
in online context.
Acquiring & Engaging Users through Digital

UNIT -2 Channels 06 Hours
overview of search engine optimization (SEO), search engine marketing, mobile
marketing, video marketing, email marketing, viral marketing, content marketing and
social-media marketing, Marketing gamification.
UNIT-3 Social Media Marketing 07Hours
Meaning, Purpose, types of social media websites. Introduction to Blogging, Create a

blog post for your project. Include headline, imagery, links and post, Content Planning and
writing. Introduction to Facebook, Twitter, Google +, LinkedIn, YouTube, Instagram and
Pinterest; their channel advertising and campaigns.
Mr.Anup Digital marketing Unit-2

03/19/2024 5
Syllabus
UNIT-4 Designing Organization for Digital Success 06 Hours

Digital transformation, digital leadership principles, online P.R. and reputation
management. ROI of digital strategies, how digital marketing is adding value to
business, and evaluating cost effectiveness of digital strategies.
UNIT-5 Digital Innovation and Trends 06 Hours
The contemporary digital revolution, digital transformation framework; security and

privatization issues with digital marketing, Understanding trends in digital marketing –
Indian and global context, online communities and co-creation.
Anup Digital Marketing Unit-2

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Evaluation scheme
Mr. Anup Digital Marketing

03/19/2024 7
Unit 2
Applications
• With the advent of new technologies, the field of Marketing has

seen a paradigm shift over the years.
• Though it is still in use, businesses across the world have switched
from traditional modes of marketing to digital marketing.
• This, in turn, has created many new opportunities for companies to
expand their business and has created tremendous employment
opportunities across sectors.
• From Content curation and management to Social Media
Marketing and Brand Management, a career in Digital
Marketing can take you in several directions.
• Top Job Profiles: Digital Marketing Manager, Social Media
Manager, Content Writer, Data and Market Analytics Manager

03/19/2024 8
Course Objectives
1 Provide understanding of digital and social media

marketing practices.
2 Provide understanding of different social media platforms
3 Impart learning on various digital channels and how to

acquire and engage consumers online.
4 Provide insights on building organizational competency

by way of digital marketing practices and cost
considerations.
5 Develop understanding of the latest digital practices for

marketing and promotion.

03/19/2024 9
Course Outcomes
Develop an understanding of digital and social Knowledge (K2),
CO 1 media marketing practices. Remembering (K1)
Develop understanding of the social media Comprehending (K 3)

CO 2 platforms
Acquire the skill to acquire and engage Knowledge (K2), Applying

CO 3 consumers online (K4)
CO 4 Develop understanding of building Knowledge (K2), Analyzing

organizational competency by way of digital (K5)
marketing practices and cost considerations
CO 5 Develop understanding of the latest digital Knowledge (K2), Applying

practices for marketing and promotion. (K4)

Program Outcomes
PO1: Knowledge of Management theories and practices
PO2: Analytical & Critical thinking abilities
PO3: Value based leadership
PO4: Understand, analyze and communicate all aspects of business
PO5: Achievement of Organizational goals

CO-PO Mapping

Program Educational Objectives
PEO 1: To have an excellent scientific and engineering breadth so as to

comprehend, analyze, design and provide sustainable solutions for real-life
problems using state-of-the-art technologies.
PEO 2: To have a successful career in industries, to pursue higher studies or to
support entrepreneurial endeavors and to face the global challenges.
PEO 3: To have effective communication skills, professional attitude, ethical
values and a desire to learn specific knowledge in emerging trends,
technologies for research, innovation and product development and
contribution to society.
PEO 4: To have life-long learning for up-skilling and re-skilling for a successful
professional career as an engineer, scientist, entrepreneur or bureaucrat for
the betterment of the society.
Program Specific Objectives
1. The ability to identify, analyze real world problems and design their
ethical solutions using artificial intelligence, robotics, virtual/augmented
reality, data analytics, block chain technology, and cloud computing.
2. The ability to design and develop the hardware sensor devices and
related interfacing software systems for solving complex engineering
problems.
3. The ability to understand inter-disciplinary computing techniques and to
apply them in the design of advanced computing.
4. The ability to conduct investigation of complex problems with the help
of technical, managerial, leadership qualities, and modern engineering
tools provided by industry-sponsored laboratories.
03/19/2024 14
Unit 2
Result Analysis
Subject Total
Name & No. Of
Code Stude Pass % 40>65 65>75 75>90 90 & Average
nts (%) (%) Above Backlog
(%) Marks
(%)

End Semester Question Paper Template



Prerequisite and Recap
Pre-requisites: Understanding of Basics of marketing concepts

and social media platforms

Introduction of the subject
The course is designed to make learner conversant with Digital Marketing and
proficient in Social Media tools and techniques starting from the fundamentals
of digital marketing.
Social media websites and applications allow users to create and exchange user-
generated content where people talk, share information, participate and network
through technologies such as blogs and social networking sites.
Within the last decade, social media has become one of the most powerful
sources for news updates, online collaboration, networking, viral marketing and
entertainment.
https://www.youtube.com/watch?v=Xuq6_udbeH0&list=PLi3oNa09iwJRByiN
wEJNaZ3XVKcveovzk
https://www.youtube.com/watch?v=X-pCbWwu50k

03/19/2024 20
Unit Contents
1. Understanding the relationship between content and branding

and its impact on sales. (CO2)
2. Search engine marketing, overview of search engine
optimization. (SEO) (CO2)
3. Mobile marketing, video marketing, and social-media
marketing. (CO2)
4. Marketing Gamification. (CO2)
5. marketing analytic tools to segment, target and position. (CO2)

03/19/2024 21
Objectives of the Unit
1. To make the students understand the concept of Search engine

marketing.
2. To explain the different types of Online marketing: Mobile, Video
and social media marketing.
3. To make students understand SEOs ,Market gamification and
marketing analytics tool to segment, target and position.

03/19/2024 22
Noida Institute of Engineering and Technology, Greater
Noida
(Unit –II) Topic 1
Search Marketing- SEM and SEO
Anup Digital & Social media

03/19/2024 23
marketing Unit-3
Recap
• Content marketing uses pieces of content, such as blogs,

eBooks, newsletters, and videos, to deliver information
across all stages of the marketing funnel.
• The marketers educate their audience in the hopes of
future conversions.
03/19/2024 Anup Digital & Social media marketing Unit-3 24

Session Objective
• Students will understand the relevance of search engine marketing.

• Students will get basic knowledge of SEO and PPC.

Search Marketing(CO3)

• Search Marketing is a tactic used to gain online presence

and traffic via paid and unpaid strategies on search engines
such as Google, Bing, and Yahoo.
• Visualize the last time you searched for something whether

that be on Google, Yahoo, or Bing.

List of the best search engines (CO3)
1.Google
2.Microsoft Bing
3.Yahoo
4.Baidu
5.Yandex
6.DuckDuckGo
7.Ask.com
8.Ecosia
9.Aol.com
10.Internet Archive
Types of Search Marketing(CO3)

Types of Search Marketing(CO3)
• SEO (Search Engine Optimization): Gaining search engine listings

via unpaid tactics.
• PPC (Pay-per-click or paid advertising): Gaining search engine

listings via paid tactics.
• SEM - An approach that uses paid methods to appear in search

results.

Purpose of Search Marketing
 Acquire New Customers
 Retain Old Customers
 Create Awareness by means of Content marketing
 Engage the customers to make 1st purchase by offering freebies

• Search Marketing is a term that refers to both paid and

unpaid search activities. It is used as an umbrella term for
SEO and Search Engine Marketing (SEM).
• Both are online techniques for increasing a brand or

product’s visibility to audiences using search engines to find
information.
• Be careful with this last term: SEM is just about paid ads
and does not include SEO.

Overview of search engine optimization (SEO)(CO3)
• SEO stands for Search Engine Optimization.
• SEO is all about optimizing a website for search engines. SEO is a

technique for:
– Designing and developing a website to rank well in search

engine results.
– Improving the volume and quality of traffic to a website from

search engines.
– Marketing by understanding how search algorithms work, and

what human visitors might search.

Search engine Optimization (CO3)

Search engine Optimization (CO3)

Types of SEO(CO3)

Types of SEO(CO3)

Types of Technical SEO(CO3)
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Search Engine Optimization (CO3)

Search Engine Optimization Vs Search Engine Marketing(CO3)

Search Engine Optimization & Search Engine Marketing(CO3)

Daily Quiz
1. 2 types of search marketing are: ________ & _______.

2. Search Marketing is always paid. (True/False)
3. SEO stands for ________.
4. Unpaid advertisements are called _______ listings.
5. SERP stands for Search engine review page. (True/ False)

Noida
(Unit –III) Topic 3
Social Media Marketing, Mobile

Marketing and Video Marketing

03/19/2024 46
marketing Unit-3
Social Media Marketing(CO3)



Goals of Social Media Marketing
• Increasing website traffic

• Building conversions
• Raising brand awareness
• Creating a brand identity and positive brand association
• Improving communication and interaction with key audiences

Mobile Marketing(CO3)

Mobile Marketing(CO3)

Benefits of Mobile Marketing(CO3)

Type of Mobile Marketing(CO3)
App Based
Marketing
Mobile Social
Search Media
Ads Marketing
Types of
Mobile
Marketing
In Game SMS
Marketing Marketing
MMS
Marketing

Type of Mobile Marketing(CO3)

Video marketing(CO3)

• Video marketing refers to the use of video to market or promote your

brand or offering on digital channels.
• In simple terms, when you use video to market your brand, product
or service, engage on social media channels, educate your
prospective and current customers, and interact with them, you’re
said to be using video marketing.
• Video marketing can be used for everything from building customer

rapport, to promoting your brand, services or products.

• Video marketing can be used for everything from building

customer rapport, to promoting your brand, services or
products.
• Video marketing is all over the Internet. Look no further than

your favorite brands, your Facebook, your YouTube.
• successful video marketing that has found its way to your

eyes.

To develop your video marketing strategy, you’ll want to:

• Allocate resources
• Tell your stories
• Engage
• Keep it short
• Publish your videos far and wide
• Analyze

Benefits of Video Marketing(CO3)
1. Video helps you connect with your audience.

2. Video is an SEO gold mine
3. Videos boost information retention.
4. Email subject lines that include the word “video” see a 19%
increase in open rates, and a 65% boost in click-throughs.
5. After watching a video, customers are 64-85% more likely to
make a purchase.

Challenges of Video Marketing (CO3)
• Creativity required.
• Editing software required .
• Good equipments.
• Heavy software takes time during export the file.
• Relevant content takes time

Types Of Video Content (CO3)
• Product Demo
• Interviews
• Testimonials
• Event Videos
• Explainer Videos
• How-To Videos.

Types Of Video Content (CO3)
• Vlog
• Presentations & Talks
• Tutorials
• Behind The Scenes
• Live Videos

What Is Email Marketing?
History of Email Marketing
Email marketing has evolved rapidly alongside
the technological growth that has occurred
throughout the 21st century. Prior to this
growth, email marketing was not as effective
because of a lack of reach, as emails were
novelties to the majority of customers and
potential customers. In 1978, Gary Thuerk
of Digital Equipment Corporation (DEC) sent
out the first mass email to approximately 400
potential clients via the Advanced Research
Projects Agency Network (ARPANET). It
resulted in $13 million worth of sales in DEC
products, and highlighted the potential of
marketing through mass emails.
Types of Email Marketing
Email marketing can be carried out through different types of emails:
Transactional emails
Direct emails
Mobile email marketing
 Transactional emails
Many email newsletter software vendors offer transactional email support, which
gives companies the ability to include promotional messages within the body of
transactional emails. There are also software vendors that offer specialized
transactional email marketing services, which include providing targeted and
personalized transactional email messages and running specific marketing
campaigns.
 Direct emails
 Direct email or interruption based marketing involves sending an email solely to
communicate a promotional message . Companies usually collect a list of customer or
prospect email addresses to send direct promotional messages to, or they can also rent a
list of email addresses from service companies.
Mobile email marketing
 Email marketing now develops large amounts of traffic through smartphones and
tablets. Marketers are researching ways to capture the attention of users, in both span
and volume. This is because the rate of delivery still relatively low due to strengthened
filters and also because certain users have multiple email accounts that serve unique
purposes.
What Is Email
Marketing And
Its Importance ?
Email marketing is sending business emails to a rundown of contacts who have
allowed their express to get email interchanges from you.
You can utilize email marketing to illuminate your contacts, drive deals, and
construct a local area around your image, as with a bulletin.
Present day email marketing has gotten away from one-size-fits-every mass
mailing and on second thought centers around assent, division, and
personalization. This might sound tedious, however marketing computerization
does the truly difficult work for you.
Email Marketing Tools
Email marketing Objectives
Email marketing objectives are identified as targets that should be achieved through
electronic media communication efforts. It includes items such as product sales, brand
recognition, and customer engagement level.
Marketing objectives for email marketing may include direct sales, product awareness,
brand recognition, list building, and relationship building.
Direct Sales Objective – Send an offer and generate orders. How many orders and
sales revenue are generated per email campaign.
Web site traffic – Get people to visit your web pages.
Brand and Product Awareness – Alert people of the availability of products or services
that they may want or need.
Sales Lead – Capture names and identify people that are qualified candidates for sales
efforts. This may include gathering additional information for existing lists to help sales
efforts.
Reduced Marketing Costs – Email marketing is not FREE, but it can cost lesser to
generate sales and leads than other marketing programs. This includes reduced media
cost, mailing (transmission) cost, and response process.
Relationship Building – Keeping your name or products fresh in the minds of people.
Daily Quiz
1. The most common form of Mobile marketing is _____ marketing.
2. Which of the following is the most common delivery channel in terms

of mobile marketing?
a. Graphic
b. Text
c. Voice call
d. Search engine marketing
3. ________ marketing refers to the use of video to market or promote your

a. Viral
b. Native
c. Mobile
d. Video
Daily Quiz
1. _________marketing is the use of social media platforms and

websites to promote a product or service.
2. SMM stands for ______.
3. Name the different social media networks.
4. ________ marketing is a sales technique that involves organic

or word-of-mouth information about a product or service to spread at
an ever-increasing rate.
5. ________ marketing is the act of sending promotional messages to

people in mass quantities
Noida
(Unit –III) Topic 4
Marketing Gamification

03/19/2024 76
marketing Unit-3
Marketing Gamification
MARKETING

Gamification Marketing
Gamification marketing is an enhanced marketing technique that

borrows design elements from games to attract and retain
customers.
In gamification marketing, consumers are driven to perform an

action because it offers elements of competition or reward.

03/19/2024 78
Unit 2
Benefits of Gamification for the Marketing Strategy(CO3)
1. Gamification increases
• average website session time;
• average time spent reading an email;
• audience engagement;
• Increase social sharing.
2. It makes the user experience more enjoyable and results in

better satisfaction.
3. In gamification marketing, consumers are driven to perform an
action because it offers elements of competition or reward

Benefits of Gamification for the Marketing Strategy(CO3)
3. Compared to other marketing tools, email

gamification doesn’t require complex solutions or algorithms.
4. A simple quiz or a challenge to find a hidden link can be

implemented within a basic email template.
5. It helps collect customer data.
Like Gamification uses different options to encourage people to

provide personal info (contacts, product preferences) in exchange
for bonuses (points, prizes, starts, achievements, badges, % off,
etc.).

Main Principles of Gamification (CO3)
1. Achievable task.
2. Clear goal.
3. Engaging design.
4. Fun process.
5. Reward.

On-Site Gamification Examples (CO3)
Wheel of Fortune
• Wheel of Fortune is an entertaining element that gives

visitors a chance to receive a small gift, and the brand –
collect the customer data (name, email address, sometimes
phone number) and encouraging the first purchase at the
same time.


A quiz is another gamification element that helps get contacts and

get more information on customer’s preferences.

Badges
Badge system is a great way to build customer loyalty: a

badge can be a good reward for using the product within a
long period, making it through different stages.
It’s always exciting to unlock new levels and collect new

trophies, so customers like this way of interaction.

Goibibo – Gamification for Travel
Goibibo had gamified their app to capitalize on the current trend:

Indian Premier League.
The app introduced goCashFest, where users can earn GoCash

when time the Mumbai Indians play.
By using the app while the team plays, users win GoCash for
each 4s, 6s, 50, 100, wickets and wins during the match.
This goCash is valid until the next Mumbai Indians match and
can be used to make bookings on Goibibo.

Byju’s – Gamification for Education
Byju’s uses gamification by allowing students to play games,

earn reward points, and challenge each other through different
quizzes and competitions.
Competing with each other motivates students to work for better

results.
This sort of gamification results in a win-win situation for the

app as well as its users.


Starbucks – Gamification for Loyalty Programs

The Starbucks app features a loyalty system that rewards users
with stars for each order placed, which can then be redeemed for
free food and drinks.
https://www.youtube.com/watch?v=gfFgga9XY7k&t=28s

Marketing Gamification and Apps(CO3)

Gamification Marketing benefits (CO3)
• Games allow companies to attract fans in social media by also

constituting an important element of competition.
• Games allow education and integration of members of group

or branch.
• Games can provide consumers with a positive fun filled and

entertaining experience.
• Games permit companies to simulate real life situations that

customers identify with easily in such a way that target group
gets more engaged.

Daily Quiz
1. Gamification makes the user experience more enjoyable. (True/

False)
2. Name any 2 types of Gamification users.
3. ______ is defined as a set of all dynamic and entertaining solutions

and elements integrated into website, app or email campaigns.
4. _____ is an example of Marketing gamification.
5. ________ allow companies to attract fans in social media by also

constituting an important element of competition.

Assignment
Q1.State the importance of content in Online marketing?

Q2.State the two major types of search marketing techniques ?
Q3. Write short notes on : i) Mobile marketing ii) Viral
marketing
Q4.Discuss the different types of Gamification strategies used in
digital marketing with examples.

MCQs
Q1.________ is the process of marketing accomplished or facilitated via the use of internet
technologies (e.g. web, email, intranet, extranets).
a) Internet marketing
b) Search marketing
c) e-marketing
d) Mobile marketing
Q2. This form of advert delivered on social platforms and social gaming websites and apps,
across all device types is known as:
a) mobile marketing
b) social media advertising
c) internet advertising
d) e-marketing
Q3. A form of marketing communications that uses the internet for the purpose of
advertising, aiming to increase website traffic and/or encourage product trial, purchase, and
repeat purchase activity is called:
a) Search marketing.
b) E-mail marketing.
c) Internet advertising.
d) Social web marketing. Anup
03/19/2024 Digital & Social media marketing Unit-3 94
MCQs
Q4. An advertising model in which advertisers bid on keywords or phrases relevant to their target market,
with sponsored/paid search engine listings to drive traffic to a website is called:
a) Search Engine Optimization (SEO).
b) Contextual Advertising.
c) Digital Asset Optimization (DAO).
d) Pay Per Click (PPC).
Q5.____________ is a form of digital marketing that describes the use of the social web and social media
(e.g. social networks, online communities, blogs or wikis) or any online collaborative technology for
marketing activities, be it sales, public relations, research, distribution or customer service.
a) Pay Per Click (PPC)
b) Digital Asset Optimization (DAO)
c) Social Media Marketing (SMM)
d) Search Engine Optimization (SEO)
Q6. ____________ is the set of practices that enables organizations to communicate and engage
interactively with their audiences through any mobile device or network.
a) Mobile marketing
b) Social web marketing.
c) Internet marketing
d) Social media marketing
Glossary
In game advertisement, Crawling, Marketing gamification, Search engines,

Search, content
1. ______ Marketing is a tactic used to gain online presence and

traffic via paid and unpaid strategies
2. Wheel of fortune is an example of ________.
3. Google, Bing, and Yahoo are examples of _________.
4. _______ marketing uses pieces of content, such as blogs,
eBooks, newsletters, and videos, to deliver information
5. ______ refers to all advertisements on mobile devices that pop
up when certain games are opened or in progress
6. Process of fetching all the web pages linked to a website is
called _______.
University Paper Links
https://www.uptunotes.com/aktu-paper-digital-marketing-mammk04-2018-19/
http://www.aktuonline.com/papers/mba-3-sem-digital-and-social-media-marketing
-kmbmk03-2020.pdf
http://www.aktuonline.com/papers/mba-3-sem-digital-marketing-rmbmk03-2020.
html
http://www.aktuonline.com/papers/mba-3-sem-digital-marketing-rmbmk-03-2018-
19.html

Expected questions for University Exams
Q1.State the impact of content on Sales.
Q2.State the two major types of search marketing techniques ?
Q3.Give any two benefits of using search engine optimization to a marketer.
Q4.Discuss what is Mobile marketing.
Q5.Explain social media marketing ?
Q6. Discuss the relevance of gamification in marketing.
Q7.Explain in detail Marketing analytic tools to used for segmentation,

targeting and positioning.
Q8. Explain in detail Video marketing and social media marketing.

Sessional Question paper (Online)
Objective Paper
https://forms.office.com/r/kNi2FiFC0f
Subjective Paper
https://forms.office.com/r/h8K7Auphdm

Sessional Question paper
Printed page:1 Subject Code: AMBA MK0311

Roll No:
NOIDA INSTITUTE OF ENGINEERING AND TECHNOLOGY, GREATER NOIDA

(An Autonomous Institute)
Affiliated to Dr. A.P. J. Abdul Kalam Technical University, Uttar Pradesh, Lucknow
Course : MBA Branch :Marketing

Semester: III Sessional Examination: II Year- (2021 - 2022)
Subject Name: Digital & Social Media Marketing
Time: 1.15Hours [ SET-A] Max. Marks:30
General Instructions:
 This Question paper consists of 1 page & 4 questions. It comprises of three Sections, A, B, and C
 Section A -Question No- 1 is objective type questions carrying 1 mark each, Question No- 2 is very short
answer type carrying 2 mark each. You are expected to answer them as directed.
 Section B - Question No-3 is Short answer type questions carrying 5 marks each. Attempt any two out
of three questions given.
 Section C -Question No. 4 &5are Long answer type (within unit choice) questions carrying 6marks
each. Attempt any one part a or b.
SECTION – A [08Marks]
1. All questions are compulsory (4×1=4)
a. Content marketing is about sharing information that has real value to your (1) CO3
target audience and educates your potential customers.
(True/ False)
b. SERP stands for __________. (1)
c. ________ marketing refers to the use of video to market or promote your (1)
d. SEO refers to paid tactics for gaining search engine listings. (True/False) (1)

2. All questions are compulsory (2×2=4)

a. Define Content Marketing. (2) CO3
b. State the difference between SEO and SEM. (2)
SECTION – B [10Marks]
3. Answer any two of the following- (2×5=10)
a. Discuss the concept of Search engine marketing in detail. (5) CO3
b. State the reasons why Mobile marketing is important. (5)
c. Discuss the types of Video content available online. (5)

c. Discuss the types of Video content available online. (5)

SECTION – C [12Marks]
4 Answer any one of the following- (1×6=6)

a. Enlist and explain different types of Gamification users. (6) CO3
b. Discuss the concept of Online Campaign management in detail. (6)
5. Answer any one of the following- (1×6=6)
a. Write short notes on: i) Viral marketing ii) Email Marketing (6) CO3
b. Discuss the importance and relevance of Marketing gamification in digital (6)
marketing.

End Semester Question paper



Summary
Search Engine Marketing(SEM) & Search Engine

Optimization (SEO) Both are online techniques for
increasing a brand or product’s visibility to audiences using
search engines to find information.
The future of marketing of gamification and apps marketing

is about to enter a more challenging territory. Building on the
vast increase in consumer power brought on by the digital
age marketing is headed towards being on demand not just
always on but also always relevant responsive to the
consumer desire for marketing that cuts through the noise
with pin point delivery.

References
• https://www.forbes.com/sites/joshsteimle/2014/09/19/what-is-conte
nt-marketing/?sh=7367fd1510b9
• https://developers.google.com/search/docs/beginner/seo-starter-gui
de
• https://esputnik.com/en/blog/gamification-digital-marketing-formul
a-solutions-examples
• Vandana, Ahuja; Digital Marketing, Oxford University Press India
(November, 2015).
• Moutsy Maiti: Internet Marketing, Oxford University Press India
• Ryan, Damian; Understanding Digital Marketing: marketing
strategies for engaging the digital generation; Kogan Page (3rd
Edition, 2014).

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Noida Institute of Engineering and Technology, Greater Noida

Acquiring & Engaging Users through Digital

Acquiring & Engaging Users through

Mr. Anup Digital Marketing Unit 2

03/19/2024 Mr. Anup Digital Marketing Unit 2 2

03/19/2024 Mr. Anup Digital Marketing Unit 2 3

03/19/2024 Mr. Anup Digital Marketing Unit 2 4

UNIT-I Introduction to Digital Marketing 05 Hours

Acquiring & Engaging Users through Digital

UNIT-3 Social Media Marketing 07Hours

Meaning, Purpose, types of social media websites. Introduction to Blogging, Create a

Mr.Anup Digital marketing Unit-2

UNIT-4 Designing Organization for Digital Success 06 Hours

UNIT-5 Digital Innovation and Trends 06 Hours

The contemporary digital revolution, digital transformation framework; security and

Anup Digital Marketing Unit-2

Mr. Anup Digital Marketing

• With the advent of new technologies, the field of Marketing has

Mr. Anup Digital Marketing Unit 2

1 Provide understanding of digital and social media

2 Provide understanding of different social media platforms

3 Impart learning on various digital channels and how to

4 Provide insights on building organizational competency

5 Develop understanding of the latest digital practices for

Mr. Anup Digital Marketing Unit 2

Develop understanding of the social media Comprehending (K 3)

Acquire the skill to acquire and engage Knowledge (K2), Applying

CO 4 Develop understanding of building Knowledge (K2), Analyzing

CO 5 Develop understanding of the latest digital Knowledge (K2), Applying

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PO1: Knowledge of Management theories and practices

PO2: Analytical & Critical thinking abilities

PO3: Value based leadership

PO4: Understand, analyze and communicate all aspects of business

PO5: Achievement of Organizational goals

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PEO 1: To have an excellent scientific and engineering breadth so as to

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Pre-requisites: Understanding of Basics of marketing concepts

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Mr. Anup Digital Marketing Unit 2

1. Understanding the relationship between content and branding

Mr. Anup Digital Marketing Unit 2

1. To make the students understand the concept of Search engine

Mr. Anup Digital Marketing Unit 2

(Unit –II) Topic 1

Search Marketing- SEM and SEO

Anup Digital & Social media

• Content marketing uses pieces of content, such as blogs,

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• Students will understand the relevance of search engine marketing.

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• Search Marketing is a tactic used to gain online presence

• Visualize the last time you searched for something whether

1. 2 types of search marketing are: __ & _.