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Digital Marketing

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Digital Marketing
Dr. LJ. Chaarlas, Patrick Joseph Susairaj
ISBN 9788119243983
 Publication Date

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Table of contents

Biographical note

Excerpt

User Reviews

This book Digital Marketing is an introductory text cum handbook for students of management and business and for anyone who wants to pursue a career in Digital Marketing.

Salient Features

• Explanation of the basic concepts and elements of marketing required for digital marketing.

• Detailed overview of marketing mix and management strategies digital marketers should be aware of.

• Elucidation of Core elements and concepts of different types of digital marketing in the order recommended by the experts in the field.

• Comprehensive coverage of 14 types of digital marketing with real world examples.

• A dedicated chapter covering the skills required for digital marketing and career opportunities in digital marketing.

• Short, medium and long answer questions at the end of every chapter to test the knowledge gained.

• A dedicated chapter covering the future trends in digital marketing, which can be used as a road map for novice digital marketers.

  • Cover
  • Halftitle Page
  • Title Page
  • Copyright Page
  • Contents
  • Preface
  • Chapter 1 Basic Concepts and Elements of Marketing
    • 1.1 Introduction
    • 1.2 Core Concepts of Marketing
      • 1.2.1 Customer
      • 1.2.2 Consumer
      • 1.2.3 Consumer Needs
      • 1.2.4 Want
      • 1.2.5 Demand
      • 1.2.6 Brand
      • 1.2.7 Market
      • 1.2.8 Target Market
      • 1.2.9 Niche
      • 1.2.10 Market Segmentation
      • 1.2.11 Marketing
      • 1.2.12 Marketing Mix
      • 1.2.13 Marketing Management
      • 1.2.14 Market Offerings/Consumer Offerings
      • 1.2.15 Marketing Concepts
    • 1.3 Modern Methods and Types of Marketing
      • 1.3.1 Relationship Marketing
      • 1.3.2 Integrated Marketing
      • 1.3.3 Performance Marketing
      • 1.3.4 Internal Marketing
      • 1.3.5 CSR Marketing
      • 1.3.6 Digital Marketing
      • 1.3.7 Embedded Marketing
      • 1.3.8 Personalized Marketing
      • 1.3.9 Content Marketing
      • 1.3.10 Peer-to-Peer Marketing
      • 1.3.11 Database Marketing
    • 1.4 Marketing Performance Management (MPM)
    • 1.5 Integrated Marketing Communication (IMC)
      • 1.5.1 Tools of Integrated Marketing Communication (IMC)
    • Review Questions
  • Chapter 2 Management of Marketing Mix
    • 2.1 Introduction
    • 2.2 Marketing Mix
    • 2.3 Management of Marketing Mix
    • 2.4 Characteristics of Marketing Mix Management
    • 2.5 Product in Marketing Mix
      • 2.5.1 Levels of a Product
      • 2.5.2 Product Development
    • 2.6 Product Life Cycle
      • 2.6.1 Stage 1 Introduction
      • 2.6.2 Stage 2 Growth
      • 2.6.3 Stage 3 Maturity
      • 2.6.4 Stage 4 Decline
    • 2.7 Product Life Cycle Management (PLM)
    • 2.8 Types of Products
      • 2.8.1 Tangible and Intangible Products
      • 2.8.2 Perishable and Non-perishable Products
      • 2.8.3 Durable and Non-durable Products
      • 2.8.4 Consumer Products and Industrial Products
    • 2.9 Services
    • 2.10 Product Mix
      • 2.10.1 Dimensions of Product Mix
    • 2.11 Price in Marketing Mix
      • 2.11.1 Pricing
      • 2.11.2 Pricing Strategy
      • 2.11.3 Major Pricing Strategy
      • 2.11.4 Factors Affecting Pricing Strategy
      • 2.11.5 Types of Pricing
      • 2.11.6 Pricing and Business Goals
    • 2.12 Place in Marketing Mix
      • 2.12.1 Marketing Channels
      • 2.12.2 Functions of Channels of Physical Distribution
      • 2.12.3 Channel Members
      • 2.12.4 Levels or Tiers of Distribution Channels
      • 2.12.5 Supply Chain
      • 2.12.6 Demand Chain
    • 2.13 Promotion in Marketing Mix
      • 2.13.1 Types of Promotion
    • 2.14 Placement in Marketing Mix
    • 2.15 People in Marketing Mix
    • 2.16 Process in Marketing Mix
    • 2.17 Physical Evidence in Marketing Mix
    • 2.18 Personalisation in Marketing Mix
    • 2.19 Participation in Marketing Mix
    • 2.20 Peer-to-Peer (P2P) Engagement in Marketing Mix
    • 2.21 Predictive Modeling in Marketing Mix
    • 2.22 Programmes in Marketing Mix
    • 2.23 Performance in Marketing Mix
    • Review Questions
  • Chapter 3 Introduction to Digital Marketing
    • 3.1 Introduction
    • 3.2 Digital Marketing
    • 3.3 Evolution of Digital Marketing
      • 3.3.1 Stage I: Emails
      • 3.3.2 Stage II: Development of Web 1.0
      • 3.3.3 Stage III: Clickable Banner
      • 3.3.4 Stage IV: Launching of Search Engines
      • 3.3.5 Stage V: Website Optimisation
      • 3.3.6 Stage VI: Launch of Google and MSN
      • 3.3.7 Stage VII: The Burst of Internet Bubble
      • 3.3.8 Stage VIII: Development of Web 2.0
      • 3.3.9 Stage IX: Surge in Search Engine Traffic
      • 3.3.10 Stage X: Emergence of Social Networking Platforms/Sites
      • 3.3.11 Stage XI: Evolution of ‘Cookies’
      • 3.3.12 Stage XII: Arrival of Smartphones and Digital Devices
    • 3.4 Eras of Digital Marketing
      • 3.4.1 Era 1: Marketing Web 1.0
      • 3.4.2 Era 2: Marketing Web 2.0
      • 3.4.3 Era 3: Marketing Web 3.0
      • 3.4.4 Era 4: Marketing Web 4.0
    • 3.5 Characteristics of Digital Marketing
    • 3.6 Objectives of Digital Marketing
    • 3.7 Basic Elements of Digital Marketing
      • 3.7.1 New Additions to 7Ds of Digital Marketing
    • 3.8 Digital Marketing Models
    • 3.9 10Cs of Digital Marketing
    • 3.10 Website and Digital Marketing
    • 3.11 Digital Marketing and Internet Marketing
      • 3.11.1 Types of Digital Marketing or Digital Marketing Strategy
    • 3.12 Digital Marketing and Web Analytics
    • 3.13 Digital Marketing and Conversion Rate Optimization Tools
    • 3.14 Digital Marketing and Cookies
    • 3.15 Digital Marketing and Digital Assets
    • 3.16 Tools for Digital Marketing
    • 3.17 Advantages of Digital Marketing
      • 3.17.1 Fit-for-all Strategy/Tool
      • 3.17.2 International Competition
      • 3.17.3 Quality Consumer Education and Awareness
      • 3.17.4 Instant Feedback
      • 3.17.5 Online Reviews
      • 3.17.6 Offering Higher Value
      • 3.17.7 Minimum Cost and Maximum Return
      • 3.17.8 Measurable Results
      • 3.17.9 Globalized Reach
      • 3.17.10 Personalized Marketing Campaigns
      • 3.17.11 Result-driven Targeting
      • 3.17.12 Quality Interaction and Engagement with Customers
      • 3.17.13 Tailored and Focused Marketing
      • 3.17.14 Customer-specific Channel or Medium for Marketing
      • 3.17.15 Immediate and Personalized Communication/Interaction
      • 3.17.16 Credibility and Trust Building
      • 3.17.17 Building up Brand Reputation
      • 3.17.18 Building up a Loyal Customer Base
      • 3.17.19 Targeting Smartphone Customers
    • 3.18 Downside of (Limitations) Digital Marketing
      • 3.18.1 Issues of Security and Privacy
      • 3.18.2 Internet Frauds
      • 3.18.3 Managing Negative Feedbacks, Comments and Reviews
      • 3.18.4 Cost of Maintenance
      • 3.18.5 Global Competition and Global Strategy
      • 3.18.6 Inaccessibility
      • 3.18.7 Too Much Reliance on Technology
      • 3.18.8 Cybersquatting
      • 3.18.9 Piracy of Promotional Strategy
      • 3.18.10 Long Gestation and Evaluation Time
      • 3.18.11 Requirement of Higher Levels of Skills and Digital Expertise among the Staff
      • 3.18.12 Copying of Strategy
    • Review Questions
  • Chapter 4 Skills for Digital Marketing and Career Opportunities
    • 4.1 Introduction
    • 4.2 Role of Digital Marketers/Professionals
    • 4.3 Ideal Qualities for Digital Marketers
    • 4.4 Professional Skills for Digital Marketing
      • 4.4.1 Skill to Search Internet Efficiently
      • 4.4.2 Analytic Skills
      • 4.4.3 Search Engine Marketing (SEM) Skills
      • 4.4.4 Search Engine Optimisation (SEO) Skills
      • 4.4.5 Skill to Know and use Web-crawling Tools
      • 4.4.6 Skills for Mobile Marketing
      • 4.4.7 Skills for Email Marketing
      • 4.4.8 Skills for Social Media Marketing
      • 4.4.9 Skills for Optimising the User-experience
      • 4.4.10 Customer Relationship Management (CRM) Skills
      • 4.4.11 Website-designing Skills
      • 4.4.12 Skills for Capturing and Editing Videos
      • 4.4.13 Skills for Copywriting
      • 4.4.14 Problem-solving Skills
      • 4.4.15 Skill to Write and Understand Codes
      • 4.4.16 Skills for Developing and Running Paid Social Media Advertisements
      • 4.4.17 Content Marketing Skills
      • 4.4.18 Skills in Marketing Automation
      • 4.4.19 Skill to Conduct Technical Audit on Websites
      • 4.4.20 Skill to Carry out Scientific Market Research
      • 4.4.21 Multitasking
      • 4.4.22 Skill to use Spreadsheets
      • 4.4.23 Mind Skills / Cognitive Skills / Thinking Oriented Skills/Attitudinal Skills
    • 4.5 Values to be Possessed by Digital Marketers / Professionals
    • 4.6 Career Opportunities in Digital Marketing
    • Review Questions
  • Chapter 5 Lead Generation and Management
    • 5.1 Introduction
    • 5.2 Leads
      • 5.2.1 Categories of Leads
      • 5.2.2 Leads on the Basis of Direction of Generation
      • 5.2.3 Leads on the Basis of Strength of the Content/Quality
      • 5.2.4 Leads on the Basis of Level of Interest or Readiness Expressed
    • 5.3 Lead Generation
      • 5.3.1 Sources of Lead Generation or Lead Sources
    • 5.4 Lead Magnets
      • 5.4.1 Types of Lead Magnets
      • 5.4.2 Ideal Lead Magnets
    • 5.5 Lead-capture Page or Landing page
      • 5.5.1 Lead Flows
      • 5.5.2 Lead Capturing
      • 5.5.3 Lead-capture Forms
      • 5.5.4 Lead Form Scrapping
      • 5.5.5 Lead Scoring
      • 5.5.6 Lead Threshold
      • 5.5.7 Lead Filtering
      • 5.5.8 Lead Nurturing
    • 5.6 Process of Lead Generation
      • 5.6.1 Step 1: Understanding the Industry-conditions
      • 5.6.2 Step 2: Understanding the Competitors
      • 5.6.3 Step 3: Research on the Consumers
      • 5.6.4 Step 4: Segmenting the Market
      • 5.6.5 Step 5: Choosing the Target Market
      • 5.6.6 Step 6: Conducting Further Research on the Target Market
      • 5.6.7 Step 7: Defining the Basic Elements of Lead Generation
      • 5.6.8 Step 8: Determining the Key Point Indicators (KPIs) in Lead Generation
      • 5.6.9 Step 9: Choosing the Sources or Channels and Partners in Lead Generation
      • 5.6.10 Step 10: Preparing the Budget for Lead Generation
      • 5.6.11 Step 11: Creating the Content
      • 5.6.12 Step 12: Setting the Time for Promotion of Content
      • 5.6.13 Step 13: Preparing or Warming Up the Target Audience
      • 5.6.14 Step 14: Preparing the ‘Lead Capture Form’
      • 5.6.15 Step 15: Understanding and Implementing the Privacy Policy and the GDPR Requirements
      • 5.6.16 Step 16: Preparing Landing Pages
      • 5.6.17 Step 17: Initiating the Lead Generation Campaign
      • 5.6.18 Step 18: Capturing and Gathering the Leads
      • 5.6.19 Step 19: Reporting of the KPIs of Lead Generation
    • 5.7 Factors Influencing Lead Management
      • 5.7.1 Quality and Relevance of Content Delivered
      • 5.7.2 Online Sources for Lead Generation
      • 5.7.3 Accurate Definition of ‘Prospects’
      • 5.7.4 Customer Segmentation
      • 5.7.5 Lead-scoring Methodology and Technology
      • 5.7.6 Effective Marketing Team
      • 5.7.7 Effective Sales Team
      • 5.7.8 Campaigns to Nurture the Leads
      • 5.7.9 Tools for Lead Management
      • 5.7.10 Tools for Sales-enabling
      • 5.7.11 Tools for Productivity Analysis
    • 5.8 Lead Management or Customer Acquisition Management
      • 5.8.1 Lead Management and Customer Relationship Management (CRM)
      • 5.8.2 Lead Management and the ‘Pipeline Marketing’
      • 5.8.3 Readying and Equipping the Teams for Lead Generation and Management
      • 5.8.4 Process of Lead Management
      • 5.8.5 5Cs of Lead Generation and Lead Management
    • Review Questions
  • Chapter 6 Website for Digital Marketing
    • 6.1 Introduction
    • 6.2 Website
      • 6.2.1 Importance of Website for Digital Marketing
      • 6.2.2 Components of Web Design for Digital Marketing
      • 6.2.3 Performance of Websites
      • 6.2.4 Performance Grades for a Website
      • 6.2.5 Basic Technology Requirements
      • 6.2.6 Broader Classification of Websites
    • 6.3 Specific Types of Websites
      • 6.3.1 Personal Websites
      • 6.3.2 Sales or E-commerce Websites
      • 6.3.3 Blogs
      • 6.3.4 Podcasts
      • 6.3.5 Job Board
      • 6.3.6 Organizational or Company Websites
      • 6.3.7 News Websites / News Portal
      • 6.3.8 Membership Websites
      • 6.3.9 Social Media Websites
      • 6.3.10 Education Websites
      • 6.3.11 Government Websites
      • 6.3.12 Search Engine Websites
      • 6.3.13 Coupon Websites
      • 6.3.14 Portfolio Websites
      • 6.3.15 Affiliate Marketing or Niche Websites
      • 6.3.16 Event Websites
      • 6.3.17 Community Building Websites
      • 6.3.18 Photo Websites
      • 6.3.19 Knowledge Websites or Questions and Answer Websites
      • 6.3.20 Directory Websites
      • 6.3.21 E-Commerce Websites
    • 6.4 Basic Elements/Components of a Website
      • 6.4.1 Web Hosting
      • 6.4.2 Domain and Domain Name
      • 6.4.3 Navigation
      • 6.4.4 Navigation Menu
      • 6.4.5 Headline
      • 6.4.6 Call-to-Action (CTA)
      • 6.4.7 Content
      • 6.4.8 Web Page
      • 6.4.9 Visuals
      • 6.4.10 Mobile Friendly
      • 6.4.11 Responsiveness to Different Sizes of Screens
      • 6.4.12 Testimonials
      • 6.4.13 Transfer Protocols (http:// and https://)
      • 6.4.14 Encrypting Protocols
      • 6.4.15 SSL Certificate
      • 6.4.16 Web Layout or Structure
      • 6.4.17 Color Scheme
    • 6.5 Infrastructural Requirements for Website
      • 6.5.1 Web Architecture
      • 6.5.2 Process of Designing a Web Architecture
      • 6.5.3 Website Architect
      • 6.5.4 Web Server
      • 6.5.5 Search Engine
      • 6.5.6 Browser and Search Engine
      • 6.5.7 Content Management System (CMS)
      • 6.5.8 Internet
      • 6.5.9 Website Development
      • 6.5.10 Tools for Web Development
      • 6.5.11 Front-end Development
    • 6.6 Broader Classification of Tools for Front-end Development
      • 6.6.1 Version Control System
      • 6.6.2 Front-end Boilerplates
      • 6.6.3 Front-end Assets
      • 6.6.4 Front-end Frameworks
      • 6.6.5 CSS Preprocessors
      • 6.6.6 Cascading Style Sheet (CSS)
      • 6.6.7 Java Script Libraries
      • 6.6.8 Java Script Frameworks
      • 6.6.9 Developer Tools (Dev Tools)
      • 6.6.10 Code Editors
      • 6.6.11 Code Validators
      • 6.6.12 Online Coding Environments
    • 6.7 Tools for Front-end Development
      • 6.7.1 Popular Tools in the Market for Front-end Development
      • 6.7.2 Popular Tools in the Market for Back-end Development
    • 6.8 A/B Testing and Website Optimisation
      • 6.8.1 Uses of A/B Testing
      • 6.8.2 Tools for A/B Testing
    • 6.9 Hacking and Hackers
      • 6.9.1 Types of Hackers
    • 6.10 Website Optimisation
      • 6.10.1 Optimizing the Websites
      • 6.10.2 Criteria for Evaluating a Website
      • 6.10.3 Impact of Poor Website on Digital Marketing
      • 6.10.4 Factors Affecting the Performance of a Website
    • Review Questions
  • Chapter 7 Search Engine Optimisation (Seo)
    • 7.1 Introduction
    • 7.2 SEO and Digital Marketer
    • 7.3 Search Engines
      • 7.3.1 Types of Search Engines
      • 7.3.2 Working of Search Engines
      • 7.3.3 Organic Search and Paid Search
      • 7.3.4 Search Engine Optimisation (SEO)
      • 7.3.5 A/B Testing and Website Optimisation
      • 7.3.6 Ranks in SEO
      • 7.3.7 Memex Program
      • 7.3.8 Spamdexing
      • 7.3.9 SEO and Grey Hat Hackers
      • 7.3.10 Reasons Search Engines Miss a Website
    • Review Questions
  • Chapter 8 Social Network (Media) Marketing
    • 8.1 Introduction
    • 8.2 Social Media and Social Networking Platforms
      • 8.2.1 Social Media
      • 8.2.2 Social Networking Platforms
    • 8.3 History of Social Network Platforms
    • 8.4 Forms of Social Network Platforms
    • 8.5 Popular Social Network Platforms Around the World
    • 8.6 Social Network (Media) Marketing
      • 8.6.1 Objectives of Social Media Marketing
      • 8.6.2 6Es of Social Network Marketing
      • 8.6.3 Core Elements/Components of Social Network Marketing
      • 8.6.4 Contents Used in Social Media Network Platforms for Marketing
      • 8.6.5 Process of Developing Strategy for Social Network Marketing
      • 8.6.6 Factors Affecting the Choice of Social Network Platforms
      • 8.6.7 Marketing Strategy and Social Network Platforms
    • 8.7 Advantages of Social Network Marketing
      • 8.7.1 Deep Understanding of the Audience
      • 8.7.2 Clear and Better Quality Customer Data
      • 8.7.3 Easy Tracking
      • 8.7.4 Instantaneous Interactions and Interventions
      • 8.7.5 Better Service to the Customers
      • 8.7.6 Wider Brand Awareness
      • 8.7.7 Higher Level of Brand Recognition
      • 8.7.8 Better Brand Equity
      • 8.7.9 Heavy Inbound Traffic
      • 8.7.10 Better SERP Ranking
      • 8.7.11 Cost Efficacy
      • 8.7.12 Geotargeting
      • 8.7.13 Sophisticated Targeting
      • 8.7.14 Building Emotional Bond
      • 8.7.15 Higher Conversion Rate
      • 8.7.16 Taking Advantage of the Spillover Effect
      • 8.7.17 Thought Leadership
      • 8.7.18 Establishing Brand Authority
    • 8.8 Limitations of Social Network Marketing
      • 8.8.1 Unfavourable Views and Reviews
      • 8.8.2 Tarnished Name
      • 8.8.3 Ending up only with ‘Likes’ and ‘Followers’
      • 8.8.4 Unaffordable for the Small Business and the Start-ups
      • 8.8.5 Low Return on Investment
      • 8.8.6 Delayed Results
      • 8.8.7 Ineffective
      • 8.8.8 Difficulty in Measuring
      • 8.8.9 Issues of Security and Privacy
      • 8.8.10 Different Approaches
      • 8.8.11 Not Fit for All the Groups
    • Review Questions
  • Chapter 9 Content Marketing
    • 9.1 Introduction
    • 9.2 Characteristics of Ideal Content Marketing
    • 9.3 Importance of Content Marketing
      • 9.3.1 Building Brand and Product Awareness
      • 9.3.2 Better Brand and Product Positioning
      • 9.3.3 High Pulling Power
      • 9.3.4 High Lead Generation
      • 9.3.5 Cost-effectiveness
      • 9.3.6 Supporting Efforts for SEO
      • 9.3.7 Increased Site Visibility
      • 9.3.8 Increased Return on Investment
      • 9.3.9 Influence on Buying
      • 9.3.10 Tool for Participatory Marketing
      • 9.3.11 Removing Barriers of Information
      • 9.3.12 Building up Trust
      • 9.3.13 Building up and Strengthening of Customer Loyalty
      • 9.3.14 Special Feature of the Online World
    • 9.4 Types of Content Marketing
      • 9.3.15 Creation of Wealth
      • 9.4.2 Video Content Marketing
      • 9.4.3 Infographic Content Marketing
      • 9.4.4 Blog Content Marketing
      • 9.4.5 Podcast Content Marketing
      • 9.4.6 e-Books Content Marketing
      • 9.4.7 Case Studies in Content Marketing
      • 9.4.8 Reviews in Content Marketing
      • 9.4.9 Testimonials
      • 9.4.10 How-to’s and Guides in Content Marketing
      • 9.4.11 Paid Advertisement Content Marketing
      • 9.4.12 Memes
      • 9.4.13 Storytelling in Content Marketing
    • 9.5 Content Marketer
      • 9.5.1 Functions of Content Marketers
    • 9.6 Important Elements of Content Marketing
    • 9.7 Content Team for Content Marketing
    • 9.8 Process of Developing the Content Marketing Strategy
    • 9.9 Contents in Content Marketing
      • 9.9.1 Contents
      • 9.9.2 Component in a Content
    • 9.10 Broad Categories of Contents
      • 9.10.1 Awareness Contents
      • 9.10.2 Attraction Contents
      • 9.10.3 Authority/Leadership Contents
      • 9.10.4 Affinity Contents
      • 9.10.5 Action Contents
      • 9.10.6 Source or Mother Contents
    • 9.11 Content Creators
    • 9.12 Content Strategists
      • 9.12.1 Requisites of Ideal Content Creators, Content Strategists and Content Marketers
    • 9.13 Content Creation
      • 9.13.1 Process of Content Creation
      • 9.13.2 Points to be Considered before Implementing Content Marketing
    • 9.14 CMS Joomla
    • 9.15 Content Management (CM)
    • 9.16 Content Management System (CMS)
      • 9.16.1 Styles of Writing Components in Contents
      • 9.16.2 Components of Content Management System (CMS)
      • 9.16.3 Types of Content Management System
    • 9.17 Component Content Management System (CCMS)
    • 9.18 Enterprise Content Management System (ECMS)
    • 9.19 Document Management System (DMS)
    • 9.20 Digital Asset Management System (DAM)
    • 9.21 Web Content Management System (WCMS)
    • 9.22 Cloud-based Solutions
      • 9.22.1 Types of Cloud-based Solutions
      • 9.22.2 Types of Cloud-based System
      • 9.22.3 Content Curation
    • 9.23 Protecting the Content from Theft
    • Review Questions
  • Chapter 10 Email Marketing
    • 10.1 Introduction
    • 10.2 History of Email
    • 10.3 Commercial Emails
    • 10.4 Types of Emails in Digital Marketing
      • 10.4.1 Greeting Emails
      • 10.4.2 Promotional Emails
      • 10.4.3 Announcement Emails
      • 10.4.4 Lead Nurturing and Engaging Emails
      • 10.4.5 Confirmation Emails
      • 10.4.6 Newsletter Emails
      • 10.4.7 Dedicated Emails
      • 10.4.8 Feedback and Survey Emails
      • 10.4.9 Seasonal Emails
      • 10.4.10 Trial or Offer Emails
    • 10.5 Basic Guidelines for Sending Emails
      • 10.5.1 Building Own Emails List
      • 10.5.2 Avoiding Purchase of Email Addresses
      • 10.5.3 Buying Email Addresses from Reputed Email Marketing Companies
      • 10.5.4 Providing an ‘Opt out’ or ‘Unsubscribe’ Option
      • 10.5.5 Adhering to Laws on Personal Information
      • 10.5.6 Keeping off Emails from Folders of Spam or Junk Mails
      • 10.5.7 Crafting Emails with Captivating ‘ Subject Line’
      • 10.5.8 Connecting the Audience and the Recipients
      • 10.5.9 Personalizing the Emails
      • 10.5.10 Personalizing the Content
      • 10.5.11 Planting a Strong Call To Action (CTA)
      • 10.5.12 Service to Send Emails
      • 10.5.13 Clear Segmentation of the Customers
      • 10.5.14 Best Email Frequency
      • 10.5.15 Right Emails
      • 10.5.16 Conducting A/B Test
    • 10.6 Building Email List
      • 10.6.1 Process of Building Own Email List
    • 10.7 Advantages of Email Marketing
      • 10.7.1 Compelling Receivers to Act
      • 10.7.2 Delivering Personalized Content
      • 10.7.3 Continuous Nudging and Engagement
      • 10.7.4 Building Relationship
      • 10.7.5 Focussed Campaign
      • 10.7.6 Driving High Traffic
      • 10.7.7 Increasing the Number of Leads
      • 10.7.8 Timely and Instantaneous Reach
      • 10.7.9 Providing More Value
      • 10.7.10 Compelling to Own Media and Contact List
      • 10.7.11 Improving the Turnover
      • 10.7.12 Cost-effective Campaign
      • 10.7.13 Possibility of A/B Testing
      • 10.7.14 Collecting Feedback and Data
      • 10.7.15 Unavoidable
    • 10.8 Limitations of Email Marketing
      • 10.8.1 Small-sized Content
      • 10.8.2 Danger of Being Treated as Spam / Junk
      • 10.8.3 Inappropriate Design
      • 10.8.4 Multiple Devices
      • 10.8.5 Finding Themes for Multiple Platforms
      • 10.8.6 Information Overload
      • 10.8.7 Feared to Contain Viruses
      • 10.8.8 Considered to be Disruptive
      • 10.8.9 Not Better than the Face-to-Face Communication
      • 10.8.10 Heavy Competition
      • 10.8.11 Cost of Emails
      • 10.8.12 Engagement
    • Review Questions
  • Chapter 11 Mobile Marketing
    • 11.1 Introduction
    • 11.2 Elements of Mobile Marketing
    • 11.3 Forms or Types of Mobile Marketing
      • 11.3.1 SMS Marketing (SMSM)
      • 11.3 2 Social Network Platforms Marketing (SNPM)
      • 11.3.3 Proximity Marketing
      • 11.3.4 Location-based Marketing
      • 11.3.5 Weather-based Marketing or ‘Weather Targeting’
      • 11.3.6 Audience Targeting
      • 11.3.7 ‘Geofencing Marketing’
      • 11.3.8 In-app Marketing
      • 11.3.9 In-game Marketing
      • 11.3.10 Artificial Intelligence (AI) Marketing and Augmented Reality (AR) Marketing
      • 11.3.11 Metaverse Marketing
    • 11.4 Advantages of Mobile Marketing
      • 11.4.1 Many Channels at a time
      • 11.4.2 Anytime and Anywhere Accessibility
      • 11.4.3 International Reach
      • 11.4.4 Location-specific Marketing
      • 11.4.5 Weather-specific Marketing
      • 11.4.6 Cost Effective
      • 11.4.7 Easy Creation of Contents
      • 11.4.8 Focused Contents
      • 11.4.9 High Viral-potential Messages
      • 11.4.10 Instantaneous Reach of the Messages
      • 11.4.11 Immediate and Easy Payments
      • 11.4.12 Highly Personalized Contents
      • 11.4.13 Easy Tracking of Results
      • 11.4.14 Relevant and Accurate Marketing Campaigns
      • 11.4.15 Better and Higher Search Engine Ranking (SER)
      • 11.4.16 Fit for Any Format of Advertisements
      • 11.4.17 Increased Off-line Purchases
      • 11.4.18 Possibility of A/B Testing or Split Testing
    • 11.5 Limitation of Mobile Marketing
      • 11.5.1 Cluttered Market
      • 11.5.2 Possibility of Being Ignored
      • 11.5.3 Lower Rate of Response
      • 11.5.4 Problem of Small Screen
      • 11.5.5 Navigational Issues
      • 11.5.6 Privacy Issues
      • 11.5.7 Issue of Optimisation of Landing Pages
      • 11.5.8 Difficulty in Correction of Errors
      • 11.5.9 Issue of Ad Blockers
      • 11.5.10 Bad User-experience
      • 11.5.11 Cost of Smartphones
      • 11.5.12 Lack of Knowledge in Using Smartphones
      • 11.5.13 Issue of Non-smartphone Users
      • 11.5.14 Lack of Expertise
    • Review Questions
  • Chapter 12  Marketing and Web Analytics
    • 12.1 Introduction
    • 12.2 Data Analysis and Data Analytics
    • 12.3 Big Data Analytics
    • 12.4 Business Analytics
    • 12.5 Basic Tools Required for Analytics
    • 12.6 Marketing Analytics
      • 12.6.1 Objectives of Marketing Analytics
      • 12.6.2 Basic Elements of Marketing Analytics
      • 12.6.3 Types and Levels of Marketing Analytics
      • 12.6.4 Process of Conducting Marketing Analytics
      • 12.6.5 Factors Affecting the Usefulness or Effectiveness of Marketing Analytics
      • 12.6.6 Advantages of Marketing Analytics
      • 12.6.7 Limitations of Marketing Analytics
    • 12.7 Web Analytics
      • 12.7.1 Objectives of Web Analytics
      • 12.7.2 Components / Basic Metrics of Web Analytics
      • 12.7.3 Process of Web Analytics
      • 12.7.4 Types of Web Analytics
      • 12.7.5 On-site Web Analytics Services
      • 12.7.6 Technical Terms/Concepts used by Web Analytics Tools
      • 12.7.7 Off-site Web Analytics
    • 12.8 Sources of Data for Web Analytics
    • Review Questions
  • Chapter 13 Community- Based Marketing (CBM), Peer to Peer (P2P) Marketing and Account Based Marketing (ABM)
    • 13.1 Introduction
    • 13.2 On-line Community
    • 13.3 Brand Community
      • 13.3.1 Characteristics of Brand Community
    • 13.4 Community-based Marketing
      • 13.4.1 Foundations of Community-based Marketing
      • 13.4.2 Pillars of Community-based Marketing
      • 13.4.3 Requisites of Strategies for Community-based Marketing
      • 13.4.4 Process of Developing and Implementing Community-based Marketing
      • 13.4.5 Programmes/Strategy for Community-based Marketing
      • 13.4.6 Successful Community-based Marketing
      • 13.4.7 Advantages of Community-based Marketing
      • 13.4.8 Limitations of Community-based Marketing
    • 13.5 Peer to Peer (P2P) Marketing
      • 13.5.1 Requisites of a Successful P2P Marketing Strategy
      • 13.5.2 P2P Marketing Strategy
    • 13.6 Account-Based Marketing (ABM)
      • 13.6.1 Objectives of ABM
    • Review Questions
  • Chapter 14 Affiliate Marketing
    • 14.1 Definition, Meaning and Nature of Affiliate Marketing
    • 14.2 Elements or components of Affiliate Marketing
      • 14.2.1 The Product or Service
      • 14.2.2 The Advertisement
      • 14.2.3 The Affiliate Marketing Contract (AMC)
      • 14.2.4 The Traffic Generated
      • 14.2.5 The Traffic Redirected
      • 14.2.6 Traffic Converted or ‘Sale Made’
      • 14.2.7 Commission or a Share of Profit
    • 14.3 Persons Involved in Affiliate Marketing
      • 14.3.1 Affiliate Merchant
      • 14.3.2 Affiliate
      • 14.3.3 Affiliate Marketing Network Company
      • 14.3.4 Customer
    • 14.4 Process of Developing an Affiliate Marketing Programme
      • 14.4.1 Designing and Promoting an Affiliate Marketing Programme
      • 14.4.2 Signing up with an Affiliate Marketing Network Company
      • 14.4.3 Receiving EOI
      • 14.4.4 Selecting and Hiring the Affiliates
      • 14.4.5 Promotion of the Product or Service by the Affiliate
      • 14.4.6 Validating the Link of the Affiliate
      • 14.4.7 Generation of Traffic to the Platforms of the Affiliate
      • 14.4.8 Redirecting the Traffic to the Promoter’s Website
      • 14.4.9 Traffic on the Websites of the Affiliate Merchants / Promoters
      • 14.4.10 Conversion of the Traffic as Sales
      • 14.4.11 Payment of Commission to the Affiliates
    • 14.5 Types of Affiliate Marketing Programmes
      • 14.5.1 Unattached Affiliate Marketing
      • 14.5.2 Related Affiliate Marketing
      • 14.5.3 Involved Affiliate Marketing
    • 14.6 Types of Affiliates
      • 14.6.1 Website Owners or Webmasters
      • 14.6.2 Pay-Per-Click (PPC) Affiliates
      • 14.6.3 SEO Affiliates
      • 14.6.4 Content Site Affiliates
      • 14.6.5 Email Database Affiliates
      • 14.6.6 Newsletter Affiliates
      • 14.6.7 Rich Site Summary Feeds (RSS Feeds) Affiliates
      • 14.6.8 Coupon Site Affiliates
      • 14.6.9 Social Media Affiliates
      • 14.6.10 Review Site Affiliates
      • 14.6.11 Incentive Generated Traffic
      • 14.6.12 Shopping Services Affiliates
      • 14.6.13 Aggregators Sites
      • 14.6.14 Bargain Sites
    • 14.7 The Process of Becoming an Affiliate
      • 14.7.1 Step 1: Exploring and Identifying the Affiliate Programmes Offered by the E-commerce Operators of Affiliate Merchants
      • 14.7.2 Step 2: Tying up with an Affiliate Marketing Network Company
      • 14.7.3 Step 3: Evaluating the Affiliate Programmes
      • 14.7.4 Step 4: Selecting the Best Affiliate Marketing Programme
      • 14.7.5 Step 5: Choosing the Appropriate and Effective Platform
      • 14.7.6 Step 6: Identifying the Specific Category of Products or Services
      • 14.7.7 Step 7: Identifying the Focused Segment of Customers
      • 14.7.8 Step 8: Developing Appropriate and Interesting Content
      • 14.7.9 Step 9: Requesting the Affiliate Merchant to Validate the Link
      • 14.7.10 Step 10: Attracting Customers
      • 14.7.11 Step11: Constructing a Wide Base of Dedicated Customers
    • 14.8 Common Methods of Affiliate Marketing Adopted by Affiliates
      • 14.8.1 Affiliate Marketing and MicroMarketing
      • 14.8.2 Affiliate Marketing and Adwares
    • 14.9 Advantages of Affiliate Marketing
      • 14.9.1 Advantages to Affiliate Merchants
      • 14.9.2 Advantages to Affiliates
    • 14.10 Limitations of Affiliate Marketing
      • 14.10.1 Cautions to Affiliate Merchants
    • Review Questions
  • Chapter 15 Influencer Marketing
    • 15.1 Introduction
    • 15.2 Influencer Marketing
    • 15.3 Influencers
    • 15.4 Influencer-marketer
      • 15.4.1 Methods of Influencer Marketing
    • 15.5 Development of Influencer Marketing Plan
      • 15.5.1 Identifying the Apt Product to be Promoted Under this Strategy
      • 15.5.2 Determining the Financial and Other Premises
      • 15.5.3 Identifying the Niche for the Product in the Online Market
      • 15.5.4 Collecting Details on the Influencers, Who are Popular in the Niche
      • 15.5.5 Collecting and Analyzing the Existing Contents Promoted by the Influencers
      • 15.5.6 Choosing the Best Influencer
      • 15.5.7 Engaging and Contracting with the Influencer
      • 15.5.8 Creating the Appropriate Content
      • 15.5.9 Implementing the Marketing Model
      • 15.5.10 Monitoring and Measuring the Results of the Influencer Marketing Model
    • 15.6 Factors Influencing the Choice of an Influencer
      • 15.6.1 Positive Image
      • 15.6.2 Perfect Relevance
      • 15.6.3 Positive Relationship with Followers
      • 15.6.4 Popularity Reach
      • 15.6.5 Positive Brand Engagement
    • 15.7 Advantages of Influencer Marketing
    • 15.8 Disadvantages/Limitations of Influencer Marketing
    • Review Questions
  • Chapter 16 Inbound Marketing
    • 16.1 Introduction
    • 16.2 Meaning and Definition of Inbound Marketing
    • 16.3 Instruments or Methods of Inbound Marketing
    • 16.4 Basic Requirements for Inbound Marketing
    • 16.5 Stages in or Phases of Inbound Marketing
    • 16.6 Skills Required for Inbound Marketing
    • 16.7 Tools used in Inbound Marketing
      • 16.7.1 Classification of Tools used in Inbound Marketing
    • 16.8 Advantages of Inbound Marketing
      • 16.8.1 Simple and Convenient
      • 16.8.2 Less Work
      • 16.8.3 Less Manpower
      • 16.8.4 More Creative and Unique
      • 16.8.5 Cheaper
      • 16.8.6 Reaching the Audience within a Very Short Time
      • 16.8.7 Getting Recognized within a Short Time
      • 16.8.8 Massive Number of Followers
      • 16.8.9 Personalized Communication and Services
      • 16.8.10 Motivated Customers
      • 16.8.11 Long-term Relationship with the Customers
      • 16.8.12 Reliability and Sustainability of Relationship
      • 16.8.13 Limitations of Inbound Marketing
      • 16.8.14 Dependence on Experts
      • 16.8.15 Long Gestation Time
      • 16.8.16 Expensive
      • 16.8.17 Deep Knowledge on the Tools
    • Review Questions
  • Chapter 17 Pay- Per Click Advertising   / Marketing
    • 17.1 Introduction
    • 17.2 PPC Marketing and Advertising Formats
    • 17.3 PPC Marketing and Advertising Platforms
    • 17.4 Process of PPC Marketing
    • 17.5 Factors influencing PPC Ad Auction
      • 17.5.1 Eligibility of the Ad Account
      • 17.5.2 Advertisement Rank (Ad Rank)
      • 17.5.3 Quality Score
      • 17.5.4 Cost-Per-Click
      • 17.5.5 Cost-Per-Click (CPC) Bidding
      • 17.5.6 Bid Adjustment
      • 17.5.7 Bid Modifiers
      • 17.5.8 Bid Optimisation
      • 17.5.9 Landing Page Experience
    • 17.6 Bidding Options in PPC Marketing
      • 17.6.1 Manual Bidding
      • 17.6.2 Automated Bidding
    • 17.7 Advantages of PPC Marketing
      • 17.7.1 Maximizing the Return on Investment
      • 17.7.2 Boosting Brand Awareness
      • 17.7.3 Global Reach
      • 17.7.4 Cost-effective
      • 17.7.5 Possibility of Building a Big Database
      • 17.7.6 Possibility of Continuous Modifications
      • 17.7.7 Early Results
      • 17.7.8 Highly Flexible and Adaptable
      • 17.7.9 Highly Focused Marketing
      • 17.7.10 Higher Click-Through-Rate (CTR)
      • 17.7.11 Future Campaigns
    • 17.8 Limitations of PPC Marketing
      • 17.8.1 Difficulty in Conversion
      • 17.8.2 Different Results
      • 17.8.3 Severe Competition
      • 17.8.4 Bidding Wars
      • 17.8.5 Out of Reach for Small Businesses
      • 17.8.6 Aversion on Advertisements
      • 17.8.7 Constant Monitoring
      • 17.8.8 Lack of Skilled Personnel
      • 17.8.9 Less Effective Advertisements
      • 17.8.10 Delay in Learning the Winning Formula
    • Review Questions
  • Chapter 18 Display Advertising and Marketing
    • 18.1 Introduction
    • 18.2 Display Advertisement or Display Ad
    • 18.3 Evolution of Display Advertising
    • 18.4 Broad Goals/Objectives of Display Advertisements
      • 18.4.1 Building Awareness
      • 18.4.2 Facilitating and Building a Positive Association with the Brand/Product
      • 18.4.3 Influencing the Past Viewers
      • 18.4.4 Driving Action
      • 18.4.5 Increasing the Rate of Conversion (ROC)
      • 18.4.6 Retargeting
      • 18.4.7 Building Loyalty
    • 18.5 Main Features of Display Ads
    • 18.6 SEO and Display Ads
    • 18.7 Elements of Display Ads
      • 18.7.1 The Advertiser
      • 18.7.2 The Content Writer/Developer
      • 18.7.3 The Website
      • 18.7.4 Marketing Codes
      • 18.7.5 Display Advertising Networks
      • 18.7.6 Interactive Advertising Bureau (IAB)
    • 18.8 Classifications of Display Ads
      • 18.8.1 Conventional Display Ads
      • 18.8.2 Responsive Display Ads
      • 18.8.3 Retargeting Ads or Remarketing Ads
      • 18.8.4 Native Ads
      • 18.8.5 Social Ads
    • 18.9 Concepts and Strategies for Display Advertising and Marketing
      • 18.9.1 Affiliate Marketing
      • 18.9.2 Real-Time Bidding (RTB)
      • 18.9.3 Supply- Side Platform (SSP)
      • 18.9.4 Behavioral Targeting
      • 18.9.5 Performance Marketing
      • 18.9.6 Contextual Targeting
    • 18.10 Forms of Display Advertising
      • 18.10.1 Banners Ads
      • 18.10.2 Pop-up Ads
      • 18.10.3 Pop-under
      • 18.10.4 Content Ads
      • 18.10.5 Layer Ads
    • 18.11 Types of Display Marketing
      • 18.11.1 Interactive Content
      • 18.11.2 Video Content
      • 18.11.3 Infographics
      • 18.11.4 Native Ads
      • 18.11.5 Interstitial Ads
      • 18.11.6 Personalized Ads
      • 18.11.7 Animations
      • 18.11.8 Expanding Ads
      • 18.11.9 Contextually Targeted Ads
      • 18.11.10 Lightbox Display Ads
    • 18.12 Criteria for Measuring Display Ads
      • 18.12.1 Reach
      • 18.12.2 Impressions
      • 18.12.3 Rate of Conversion
      • 18.12.4 Click-Through Rate (CTR)
      • 18.12.5 Cost
    • 18.13 Models for Billing Display Advertising
      • 18.13.1 CPM - Cost Per Thousand Impressions
      • 18.13.2 CPL - Cost Per Lead
      • 18.13.3 CPS - Cost Per Sale
      • 18.13.4 CPC - Cost Per Click
      • 18.13.5 CPA - Cost Per Acquisition
    • 18.14 Advantages of Display Marketing
      • 18.14.1 Better Brand Awareness
      • 18.14.2 Cost-effective
      • 18.14.3 Easy to Create
      • 18.14.4 Convey Message Quickly
      • 18.14.5 Several Accessible Ad Formats
      • 18.14.6 Re-engage with the Audience
      • 18.14.7 Encourage Product Consideration
      • 18.14.8 Visually Appealing
      • 18.14.9 Effective Targeting
      • 18.14.10 Analytical Insights
      • 18.14.11 Strong Interaction
    • 18.15 Challenges and Limitations of Display Marketing
      • 18.15.1 Negative Image Created by Ads
      • 18.15.2 Ad Blockers
      • 18.15.3 Prevention by the Browsers
      • 18.15.4 Improper Audience Targeting
      • 18.15.5 Banner Blindness
      • 18.15.6 Ads being Disliked by Individuals
      • 18.15.7 Very Brief Display Duration
      • 18.15.8 Low Click-through and Conversion Rates
      • 18.15.9 Data Fatigue
    • Review Questions
  • Chapter 19 Future Trends in Digital Marketing
    • 19.1 Introduction
    • 19.2 Trends in Digital Marketing
      • 19.2.1 Augmented Reality (AR)
      • 19.2.2 Artificial Intelligence (AI)
      • 19.2.3 Voice Search Optimization
      • 19.2.4 Progressive Web App
      • 19.2.5 Web Push Notifications/Browser Push Notifications
      • 19.2.6 Influencer Marketing
      • 19.2.7 Micro Influencer Marketing
      • 19.2.8 Omnichannel Marketing
      • 19.2.9 BERT Framework/Language Model
      • 19.2.10 Long-form Content Marketing
      • 19.2.11 Metaverse Marketing
      • 19.2.12 Automated Ad Buying or Programmatic Ad Buying
      • 19.2.13 Non-Fungible Tokens (NFTs)
      • 19.2.14 Livestream Commerce
      • 19.2.15 Sort- content Video Marketing
      • 19.2.16 Social Media Shopping
      • 19.2.17 Geofencing
      • 19.2.18 Chatbots
      • 19.2.19 User-Generated Content (UGC)
      • 19.2.20 ChatGPT, Google Bard AI and Others
      • 19.2.21 Other Popular Trends in Digital Marketing
    • Review Questions
  • Index
Dr LJ. Chaarlas M.Com., M.B.A., M.Sc. (Appld Psy.) M.Phi., Ph.D., D.Lit. is Professor & Head, Department of Commerce & International Trade, Karunya Institute of technology And Sciences (Deemed University), Coimbatore. Previously, he was Head, Department of Commerce, St Joseph’s College (Autonomous), Tiruchirappalli. He has more than 37 years of experience in teaching. His areas of interest include Income Tax, Marketing, Business Management, Business Ethics, Human Resource Management, Entrepreneurship, and GST. He is a well-acknowledged HR trainer and Quiz Master. He has authored books like Understanding Behavioural Finance: Making Decisions, Goods & Services Tax, Essentials of Goods & Services Tax and Problems and Solutions in GST.
Patrick Joseph Susairaj, who has a Masters in Computer Applications from Madras University, India and M.I.T (Advanced, specializing in Software Architecture) from QUT, Australia is a Senior Software Developer and Architect, Entrepreneur, Digital Marketing Expert, and Investor, with over 15 years of experience in software development and around a decade of experience as software consultant in Australia. Patrick leverages his skills and experience to drive digital transformation for his clients around the world.

DIGITAL
MARKETING

DIGITAL
MARKETING

Dr. LJ. Chaarlas

(Retired) Associate Professor and Head
Department Of Commerce,
St Joseph’s College (Autonomous),
Tiruchirappalli - 620 002

&

(Former) Professor and Head
Department of Commerce and International Trade
Karunya Institute of Technology and Science (Deemed University)
Coimbatore - 641 114

AND

Patrick Joseph Susairaj

Senior Software Developer and Architect
Tourism Holdings, Australia

Vijay
Nicole

Newgen KnowledgeWorks Offices

Chennai Kuala Lumpur (Malaysia) Leipzig
(Germany) Amsterdam (Netherlands) Stroud (UK) Texas (USA)

Published by

Vijay Nicole Imprints Private Limited

No. 1B, Second Main Road,

Ram Nagar South, Chennai – 600 091

Phone: + 91 - 44 - 4283 7178, 72002 58368, 97898 33533

Email: vni@vijaynicole.co.in Website: www.vijaynicole.co.in

In collaboration with

Newgen KnowledgeWorks Private Limited

Baid Hi-Teach Park 129B, 3rd Floor Valmiki Nagar,

East Coast Road, Thiruvanmiyur,

Chennai 600041.

Digital Marketing

ISBN (Print): 978-81-19243-98-3

ISBN (epub): 978-81-19243-96-9

ISBN (epdf): 978-81-19243-54-9

Copyright © 2023, Vijay Nicole Imprints Private Limited

No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers and copyright holders. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication.

Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.

Laser typeset at: Maven Learning, Chennai – 600 091

Contents

Preface

Chapter 1 Basic Concepts and Elements of Marketing

1.1 Introduction

1.2 Core Concepts of Marketing

1.2.1 Customer

1.2.2 Consumer

1.2.3 Consumer Needs

1.2.4 Want

1.2.5 Demand

1.2.6 Brand

1.2.7 Market

1.2.8 Target Market

1.2.9 Niche

1.2.10 Market Segmentation

1.2.11 Marketing

1.2.12 Marketing Mix

1.2.13 Marketing Management

1.2.14 Market Offerings/Consumer Offerings

1.2.15 Marketing Concepts

1.3 Modern Methods and Types of Marketing

1.3.1 Relationship Marketing

1.3.2 Integrated Marketing

1.3.3 Performance Marketing

1.3.4 Internal Marketing

1.3.5 CSR Marketing

1.3.6 Digital Marketing

1.3.7 Embedded Marketing

1.3.8 Personalized Marketing

1.3.9 Content Marketing

1.3.10 Peer-to-Peer Marketing

1.3.11 Database Marketing

1.4 Marketing Performance Management (MPM)

1.5 Integrated Marketing Communication (IMC)

1.5.1 Tools of Integrated Marketing Communication (IMC)

Review Questions

Chapter 2 Management of Marketing Mix

2.1 Introduction

2.2 Marketing Mix

2.3 Management of Marketing Mix

2.4 Characteristics of Marketing Mix Management

2.5 Product in Marketing Mix

2.5.1 Levels of a Product

2.5.2 Product Development

2.6 Product Life Cycle

2.6.1 Stage 1 Introduction

2.6.2 Stage 2 Growth

2.6.3 Stage 3 Maturity

2.6.4 Stage 4 Decline

2.7 Product Life Cycle Management (PLM)

2.8 Types of Products

2.8.1 Tangible and Intangible Products

2.8.2 Perishable and Non-perishable Products

2.8.3 Durable and Non-durable Products

2.8.4 Consumer Products and Industrial Products

2.9 Services

2.10 Product Mix

2.10.1 Dimensions of Product Mix

2.11 Price in Marketing Mix

2.11.1 Pricing

2.11.2 Pricing Strategy

2.11.3 Major Pricing Strategy

2.11.4 Factors Affecting Pricing Strategy

2.11.5 Types of Pricing

2.11.6 Pricing and Business Goals

2.12 Place in Marketing Mix

2.12.1 Marketing Channels

2.12.2 Functions of Channels of Physical Distribution

2.12.3 Channel Members

2.12.4 Levels or Tiers of Distribution Channels

2.12.5 Supply Chain

2.12.6 Demand Chain

2.13 Promotion in Marketing Mix

2.13.1 Types of Promotion

2.14 Placement in Marketing Mix

2.15 People in Marketing Mix

2.16 Process in Marketing Mix

2.17 Physical Evidence in Marketing Mix

2.18 Personalisation in Marketing Mix

2.19 Participation in Marketing Mix

2.20 Peer-to-Peer (P2P) Engagement in Marketing Mix

2.21 Predictive Modeling in Marketing Mix

2.22 Programmes in Marketing Mix

2.23 Performance in Marketing Mix

Review Questions

Comments should not be blank
Rating
Description

This book Digital Marketing is an introductory text cum handbook for students of management and business and for anyone who wants to pursue a career in Digital Marketing.

Salient Features

• Explanation of the basic concepts and elements of marketing required for digital marketing.

• Detailed overview of marketing mix and management strategies digital marketers should be aware of.

• Elucidation of Core elements and concepts of different types of digital marketing in the order recommended by the experts in the field.

• Comprehensive coverage of 14 types of digital marketing with real world examples.

• A dedicated chapter covering the skills required for digital marketing and career opportunities in digital marketing.

• Short, medium and long answer questions at the end of every chapter to test the knowledge gained.

• A dedicated chapter covering the future trends in digital marketing, which can be used as a road map for novice digital marketers.

Table of contents
  • Cover
  • Halftitle Page
  • Title Page
  • Copyright Page
  • Contents
  • Preface
  • Chapter 1 Basic Concepts and Elements of Marketing
    • 1.1 Introduction
    • 1.2 Core Concepts of Marketing
      • 1.2.1 Customer
      • 1.2.2 Consumer
      • 1.2.3 Consumer Needs
      • 1.2.4 Want
      • 1.2.5 Demand
      • 1.2.6 Brand
      • 1.2.7 Market
      • 1.2.8 Target Market
      • 1.2.9 Niche
      • 1.2.10 Market Segmentation
      • 1.2.11 Marketing
      • 1.2.12 Marketing Mix
      • 1.2.13 Marketing Management
      • 1.2.14 Market Offerings/Consumer Offerings
      • 1.2.15 Marketing Concepts
    • 1.3 Modern Methods and Types of Marketing
      • 1.3.1 Relationship Marketing
      • 1.3.2 Integrated Marketing
      • 1.3.3 Performance Marketing
      • 1.3.4 Internal Marketing
      • 1.3.5 CSR Marketing
      • 1.3.6 Digital Marketing
      • 1.3.7 Embedded Marketing
      • 1.3.8 Personalized Marketing
      • 1.3.9 Content Marketing
      • 1.3.10 Peer-to-Peer Marketing
      • 1.3.11 Database Marketing
    • 1.4 Marketing Performance Management (MPM)
    • 1.5 Integrated Marketing Communication (IMC)
      • 1.5.1 Tools of Integrated Marketing Communication (IMC)
    • Review Questions
  • Chapter 2 Management of Marketing Mix
    • 2.1 Introduction
    • 2.2 Marketing Mix
    • 2.3 Management of Marketing Mix
    • 2.4 Characteristics of Marketing Mix Management
    • 2.5 Product in Marketing Mix
      • 2.5.1 Levels of a Product
      • 2.5.2 Product Development
    • 2.6 Product Life Cycle
      • 2.6.1 Stage 1 Introduction
      • 2.6.2 Stage 2 Growth
      • 2.6.3 Stage 3 Maturity
      • 2.6.4 Stage 4 Decline
    • 2.7 Product Life Cycle Management (PLM)
    • 2.8 Types of Products
      • 2.8.1 Tangible and Intangible Products
      • 2.8.2 Perishable and Non-perishable Products
      • 2.8.3 Durable and Non-durable Products
      • 2.8.4 Consumer Products and Industrial Products
    • 2.9 Services
    • 2.10 Product Mix
      • 2.10.1 Dimensions of Product Mix
    • 2.11 Price in Marketing Mix
      • 2.11.1 Pricing
      • 2.11.2 Pricing Strategy
      • 2.11.3 Major Pricing Strategy
      • 2.11.4 Factors Affecting Pricing Strategy
      • 2.11.5 Types of Pricing
      • 2.11.6 Pricing and Business Goals
    • 2.12 Place in Marketing Mix
      • 2.12.1 Marketing Channels
      • 2.12.2 Functions of Channels of Physical Distribution
      • 2.12.3 Channel Members
      • 2.12.4 Levels or Tiers of Distribution Channels
      • 2.12.5 Supply Chain
      • 2.12.6 Demand Chain
    • 2.13 Promotion in Marketing Mix
      • 2.13.1 Types of Promotion
    • 2.14 Placement in Marketing Mix
    • 2.15 People in Marketing Mix
    • 2.16 Process in Marketing Mix
    • 2.17 Physical Evidence in Marketing Mix
    • 2.18 Personalisation in Marketing Mix
    • 2.19 Participation in Marketing Mix
    • 2.20 Peer-to-Peer (P2P) Engagement in Marketing Mix
    • 2.21 Predictive Modeling in Marketing Mix
    • 2.22 Programmes in Marketing Mix
    • 2.23 Performance in Marketing Mix
    • Review Questions
  • Chapter 3 Introduction to Digital Marketing
    • 3.1 Introduction
    • 3.2 Digital Marketing
    • 3.3 Evolution of Digital Marketing
      • 3.3.1 Stage I: Emails
      • 3.3.2 Stage II: Development of Web 1.0
      • 3.3.3 Stage III: Clickable Banner
      • 3.3.4 Stage IV: Launching of Search Engines
      • 3.3.5 Stage V: Website Optimisation
      • 3.3.6 Stage VI: Launch of Google and MSN
      • 3.3.7 Stage VII: The Burst of Internet Bubble
      • 3.3.8 Stage VIII: Development of Web 2.0
      • 3.3.9 Stage IX: Surge in Search Engine Traffic
      • 3.3.10 Stage X: Emergence of Social Networking Platforms/Sites
      • 3.3.11 Stage XI: Evolution of ‘Cookies’
      • 3.3.12 Stage XII: Arrival of Smartphones and Digital Devices
    • 3.4 Eras of Digital Marketing
      • 3.4.1 Era 1: Marketing Web 1.0
      • 3.4.2 Era 2: Marketing Web 2.0
      • 3.4.3 Era 3: Marketing Web 3.0
      • 3.4.4 Era 4: Marketing Web 4.0
    • 3.5 Characteristics of Digital Marketing
    • 3.6 Objectives of Digital Marketing
    • 3.7 Basic Elements of Digital Marketing
      • 3.7.1 New Additions to 7Ds of Digital Marketing
    • 3.8 Digital Marketing Models
    • 3.9 10Cs of Digital Marketing
    • 3.10 Website and Digital Marketing
    • 3.11 Digital Marketing and Internet Marketing
      • 3.11.1 Types of Digital Marketing or Digital Marketing Strategy
    • 3.12 Digital Marketing and Web Analytics
    • 3.13 Digital Marketing and Conversion Rate Optimization Tools
    • 3.14 Digital Marketing and Cookies
    • 3.15 Digital Marketing and Digital Assets
    • 3.16 Tools for Digital Marketing
    • 3.17 Advantages of Digital Marketing
      • 3.17.1 Fit-for-all Strategy/Tool
      • 3.17.2 International Competition
      • 3.17.3 Quality Consumer Education and Awareness
      • 3.17.4 Instant Feedback
      • 3.17.5 Online Reviews
      • 3.17.6 Offering Higher Value
      • 3.17.7 Minimum Cost and Maximum Return
      • 3.17.8 Measurable Results
      • 3.17.9 Globalized Reach
      • 3.17.10 Personalized Marketing Campaigns
      • 3.17.11 Result-driven Targeting
      • 3.17.12 Quality Interaction and Engagement with Customers
      • 3.17.13 Tailored and Focused Marketing
      • 3.17.14 Customer-specific Channel or Medium for Marketing
      • 3.17.15 Immediate and Personalized Communication/Interaction
      • 3.17.16 Credibility and Trust Building
      • 3.17.17 Building up Brand Reputation
      • 3.17.18 Building up a Loyal Customer Base
      • 3.17.19 Targeting Smartphone Customers
    • 3.18 Downside of (Limitations) Digital Marketing
      • 3.18.1 Issues of Security and Privacy
      • 3.18.2 Internet Frauds
      • 3.18.3 Managing Negative Feedbacks, Comments and Reviews
      • 3.18.4 Cost of Maintenance
      • 3.18.5 Global Competition and Global Strategy
      • 3.18.6 Inaccessibility
      • 3.18.7 Too Much Reliance on Technology
      • 3.18.8 Cybersquatting
      • 3.18.9 Piracy of Promotional Strategy
      • 3.18.10 Long Gestation and Evaluation Time
      • 3.18.11 Requirement of Higher Levels of Skills and Digital Expertise among the Staff
      • 3.18.12 Copying of Strategy
    • Review Questions
  • Chapter 4 Skills for Digital Marketing and Career Opportunities
    • 4.1 Introduction
    • 4.2 Role of Digital Marketers/Professionals
    • 4.3 Ideal Qualities for Digital Marketers
    • 4.4 Professional Skills for Digital Marketing
      • 4.4.1 Skill to Search Internet Efficiently
      • 4.4.2 Analytic Skills
      • 4.4.3 Search Engine Marketing (SEM) Skills
      • 4.4.4 Search Engine Optimisation (SEO) Skills
      • 4.4.5 Skill to Know and use Web-crawling Tools
      • 4.4.6 Skills for Mobile Marketing
      • 4.4.7 Skills for Email Marketing
      • 4.4.8 Skills for Social Media Marketing
      • 4.4.9 Skills for Optimising the User-experience
      • 4.4.10 Customer Relationship Management (CRM) Skills
      • 4.4.11 Website-designing Skills
      • 4.4.12 Skills for Capturing and Editing Videos
      • 4.4.13 Skills for Copywriting
      • 4.4.14 Problem-solving Skills
      • 4.4.15 Skill to Write and Understand Codes
      • 4.4.16 Skills for Developing and Running Paid Social Media Advertisements
      • 4.4.17 Content Marketing Skills
      • 4.4.18 Skills in Marketing Automation
      • 4.4.19 Skill to Conduct Technical Audit on Websites
      • 4.4.20 Skill to Carry out Scientific Market Research
      • 4.4.21 Multitasking
      • 4.4.22 Skill to use Spreadsheets
      • 4.4.23 Mind Skills / Cognitive Skills / Thinking Oriented Skills/Attitudinal Skills
    • 4.5 Values to be Possessed by Digital Marketers / Professionals
    • 4.6 Career Opportunities in Digital Marketing
    • Review Questions
  • Chapter 5 Lead Generation and Management
    • 5.1 Introduction
    • 5.2 Leads
      • 5.2.1 Categories of Leads
      • 5.2.2 Leads on the Basis of Direction of Generation
      • 5.2.3 Leads on the Basis of Strength of the Content/Quality
      • 5.2.4 Leads on the Basis of Level of Interest or Readiness Expressed
    • 5.3 Lead Generation
      • 5.3.1 Sources of Lead Generation or Lead Sources
    • 5.4 Lead Magnets
      • 5.4.1 Types of Lead Magnets
      • 5.4.2 Ideal Lead Magnets
    • 5.5 Lead-capture Page or Landing page
      • 5.5.1 Lead Flows
      • 5.5.2 Lead Capturing
      • 5.5.3 Lead-capture Forms
      • 5.5.4 Lead Form Scrapping
      • 5.5.5 Lead Scoring
      • 5.5.6 Lead Threshold
      • 5.5.7 Lead Filtering
      • 5.5.8 Lead Nurturing
    • 5.6 Process of Lead Generation
      • 5.6.1 Step 1: Understanding the Industry-conditions
      • 5.6.2 Step 2: Understanding the Competitors
      • 5.6.3 Step 3: Research on the Consumers
      • 5.6.4 Step 4: Segmenting the Market
      • 5.6.5 Step 5: Choosing the Target Market
      • 5.6.6 Step 6: Conducting Further Research on the Target Market
      • 5.6.7 Step 7: Defining the Basic Elements of Lead Generation
      • 5.6.8 Step 8: Determining the Key Point Indicators (KPIs) in Lead Generation
      • 5.6.9 Step 9: Choosing the Sources or Channels and Partners in Lead Generation
      • 5.6.10 Step 10: Preparing the Budget for Lead Generation
      • 5.6.11 Step 11: Creating the Content
      • 5.6.12 Step 12: Setting the Time for Promotion of Content
      • 5.6.13 Step 13: Preparing or Warming Up the Target Audience
      • 5.6.14 Step 14: Preparing the ‘Lead Capture Form’
      • 5.6.15 Step 15: Understanding and Implementing the Privacy Policy and the GDPR Requirements
      • 5.6.16 Step 16: Preparing Landing Pages
      • 5.6.17 Step 17: Initiating the Lead Generation Campaign
      • 5.6.18 Step 18: Capturing and Gathering the Leads
      • 5.6.19 Step 19: Reporting of the KPIs of Lead Generation
    • 5.7 Factors Influencing Lead Management
      • 5.7.1 Quality and Relevance of Content Delivered
      • 5.7.2 Online Sources for Lead Generation
      • 5.7.3 Accurate Definition of ‘Prospects’
      • 5.7.4 Customer Segmentation
      • 5.7.5 Lead-scoring Methodology and Technology
      • 5.7.6 Effective Marketing Team
      • 5.7.7 Effective Sales Team
      • 5.7.8 Campaigns to Nurture the Leads
      • 5.7.9 Tools for Lead Management
      • 5.7.10 Tools for Sales-enabling
      • 5.7.11 Tools for Productivity Analysis
    • 5.8 Lead Management or Customer Acquisition Management
      • 5.8.1 Lead Management and Customer Relationship Management (CRM)
      • 5.8.2 Lead Management and the ‘Pipeline Marketing’
      • 5.8.3 Readying and Equipping the Teams for Lead Generation and Management
      • 5.8.4 Process of Lead Management
      • 5.8.5 5Cs of Lead Generation and Lead Management
    • Review Questions
  • Chapter 6 Website for Digital Marketing
    • 6.1 Introduction
    • 6.2 Website
      • 6.2.1 Importance of Website for Digital Marketing
      • 6.2.2 Components of Web Design for Digital Marketing
      • 6.2.3 Performance of Websites
      • 6.2.4 Performance Grades for a Website
      • 6.2.5 Basic Technology Requirements
      • 6.2.6 Broader Classification of Websites
    • 6.3 Specific Types of Websites
      • 6.3.1 Personal Websites
      • 6.3.2 Sales or E-commerce Websites
      • 6.3.3 Blogs
      • 6.3.4 Podcasts
      • 6.3.5 Job Board
      • 6.3.6 Organizational or Company Websites
      • 6.3.7 News Websites / News Portal
      • 6.3.8 Membership Websites
      • 6.3.9 Social Media Websites
      • 6.3.10 Education Websites
      • 6.3.11 Government Websites
      • 6.3.12 Search Engine Websites
      • 6.3.13 Coupon Websites
      • 6.3.14 Portfolio Websites
      • 6.3.15 Affiliate Marketing or Niche Websites
      • 6.3.16 Event Websites
      • 6.3.17 Community Building Websites
      • 6.3.18 Photo Websites
      • 6.3.19 Knowledge Websites or Questions and Answer Websites
      • 6.3.20 Directory Websites
      • 6.3.21 E-Commerce Websites
    • 6.4 Basic Elements/Components of a Website
      • 6.4.1 Web Hosting
      • 6.4.2 Domain and Domain Name
      • 6.4.3 Navigation
      • 6.4.4 Navigation Menu
      • 6.4.5 Headline
      • 6.4.6 Call-to-Action (CTA)
      • 6.4.7 Content
      • 6.4.8 Web Page
      • 6.4.9 Visuals
      • 6.4.10 Mobile Friendly
      • 6.4.11 Responsiveness to Different Sizes of Screens
      • 6.4.12 Testimonials
      • 6.4.13 Transfer Protocols (http:// and https://)
      • 6.4.14 Encrypting Protocols
      • 6.4.15 SSL Certificate
      • 6.4.16 Web Layout or Structure
      • 6.4.17 Color Scheme
    • 6.5 Infrastructural Requirements for Website
      • 6.5.1 Web Architecture
      • 6.5.2 Process of Designing a Web Architecture
      • 6.5.3 Website Architect
      • 6.5.4 Web Server
      • 6.5.5 Search Engine
      • 6.5.6 Browser and Search Engine
      • 6.5.7 Content Management System (CMS)
      • 6.5.8 Internet
      • 6.5.9 Website Development
      • 6.5.10 Tools for Web Development
      • 6.5.11 Front-end Development
    • 6.6 Broader Classification of Tools for Front-end Development
      • 6.6.1 Version Control System
      • 6.6.2 Front-end Boilerplates
      • 6.6.3 Front-end Assets
      • 6.6.4 Front-end Frameworks
      • 6.6.5 CSS Preprocessors
      • 6.6.6 Cascading Style Sheet (CSS)
      • 6.6.7 Java Script Libraries
      • 6.6.8 Java Script Frameworks
      • 6.6.9 Developer Tools (Dev Tools)
      • 6.6.10 Code Editors
      • 6.6.11 Code Validators
      • 6.6.12 Online Coding Environments
    • 6.7 Tools for Front-end Development
      • 6.7.1 Popular Tools in the Market for Front-end Development
      • 6.7.2 Popular Tools in the Market for Back-end Development
    • 6.8 A/B Testing and Website Optimisation
      • 6.8.1 Uses of A/B Testing
      • 6.8.2 Tools for A/B Testing
    • 6.9 Hacking and Hackers
      • 6.9.1 Types of Hackers
    • 6.10 Website Optimisation
      • 6.10.1 Optimizing the Websites
      • 6.10.2 Criteria for Evaluating a Website
      • 6.10.3 Impact of Poor Website on Digital Marketing
      • 6.10.4 Factors Affecting the Performance of a Website
    • Review Questions
  • Chapter 7 Search Engine Optimisation (Seo)
    • 7.1 Introduction
    • 7.2 SEO and Digital Marketer
    • 7.3 Search Engines
      • 7.3.1 Types of Search Engines
      • 7.3.2 Working of Search Engines
      • 7.3.3 Organic Search and Paid Search
      • 7.3.4 Search Engine Optimisation (SEO)
      • 7.3.5 A/B Testing and Website Optimisation
      • 7.3.6 Ranks in SEO
      • 7.3.7 Memex Program
      • 7.3.8 Spamdexing
      • 7.3.9 SEO and Grey Hat Hackers
      • 7.3.10 Reasons Search Engines Miss a Website
    • Review Questions
  • Chapter 8 Social Network (Media) Marketing
    • 8.1 Introduction
    • 8.2 Social Media and Social Networking Platforms
      • 8.2.1 Social Media
      • 8.2.2 Social Networking Platforms
    • 8.3 History of Social Network Platforms
    • 8.4 Forms of Social Network Platforms
    • 8.5 Popular Social Network Platforms Around the World
    • 8.6 Social Network (Media) Marketing
      • 8.6.1 Objectives of Social Media Marketing
      • 8.6.2 6Es of Social Network Marketing
      • 8.6.3 Core Elements/Components of Social Network Marketing
      • 8.6.4 Contents Used in Social Media Network Platforms for Marketing
      • 8.6.5 Process of Developing Strategy for Social Network Marketing
      • 8.6.6 Factors Affecting the Choice of Social Network Platforms
      • 8.6.7 Marketing Strategy and Social Network Platforms
    • 8.7 Advantages of Social Network Marketing
      • 8.7.1 Deep Understanding of the Audience
      • 8.7.2 Clear and Better Quality Customer Data
      • 8.7.3 Easy Tracking
      • 8.7.4 Instantaneous Interactions and Interventions
      • 8.7.5 Better Service to the Customers
      • 8.7.6 Wider Brand Awareness
      • 8.7.7 Higher Level of Brand Recognition
      • 8.7.8 Better Brand Equity
      • 8.7.9 Heavy Inbound Traffic
      • 8.7.10 Better SERP Ranking
      • 8.7.11 Cost Efficacy
      • 8.7.12 Geotargeting
      • 8.7.13 Sophisticated Targeting
      • 8.7.14 Building Emotional Bond
      • 8.7.15 Higher Conversion Rate
      • 8.7.16 Taking Advantage of the Spillover Effect
      • 8.7.17 Thought Leadership
      • 8.7.18 Establishing Brand Authority
    • 8.8 Limitations of Social Network Marketing
      • 8.8.1 Unfavourable Views and Reviews
      • 8.8.2 Tarnished Name
      • 8.8.3 Ending up only with ‘Likes’ and ‘Followers’
      • 8.8.4 Unaffordable for the Small Business and the Start-ups
      • 8.8.5 Low Return on Investment
      • 8.8.6 Delayed Results
      • 8.8.7 Ineffective
      • 8.8.8 Difficulty in Measuring
      • 8.8.9 Issues of Security and Privacy
      • 8.8.10 Different Approaches
      • 8.8.11 Not Fit for All the Groups
    • Review Questions
  • Chapter 9 Content Marketing
    • 9.1 Introduction
    • 9.2 Characteristics of Ideal Content Marketing
    • 9.3 Importance of Content Marketing
      • 9.3.1 Building Brand and Product Awareness
      • 9.3.2 Better Brand and Product Positioning
      • 9.3.3 High Pulling Power
      • 9.3.4 High Lead Generation
      • 9.3.5 Cost-effectiveness
      • 9.3.6 Supporting Efforts for SEO
      • 9.3.7 Increased Site Visibility
      • 9.3.8 Increased Return on Investment
      • 9.3.9 Influence on Buying
      • 9.3.10 Tool for Participatory Marketing
      • 9.3.11 Removing Barriers of Information
      • 9.3.12 Building up Trust
      • 9.3.13 Building up and Strengthening of Customer Loyalty
      • 9.3.14 Special Feature of the Online World
    • 9.4 Types of Content Marketing
      • 9.3.15 Creation of Wealth
      • 9.4.2 Video Content Marketing
      • 9.4.3 Infographic Content Marketing
      • 9.4.4 Blog Content Marketing
      • 9.4.5 Podcast Content Marketing
      • 9.4.6 e-Books Content Marketing
      • 9.4.7 Case Studies in Content Marketing
      • 9.4.8 Reviews in Content Marketing
      • 9.4.9 Testimonials
      • 9.4.10 How-to’s and Guides in Content Marketing
      • 9.4.11 Paid Advertisement Content Marketing
      • 9.4.12 Memes
      • 9.4.13 Storytelling in Content Marketing
    • 9.5 Content Marketer
      • 9.5.1 Functions of Content Marketers
    • 9.6 Important Elements of Content Marketing
    • 9.7 Content Team for Content Marketing
    • 9.8 Process of Developing the Content Marketing Strategy
    • 9.9 Contents in Content Marketing
      • 9.9.1 Contents
      • 9.9.2 Component in a Content
    • 9.10 Broad Categories of Contents
      • 9.10.1 Awareness Contents
      • 9.10.2 Attraction Contents
      • 9.10.3 Authority/Leadership Contents
      • 9.10.4 Affinity Contents
      • 9.10.5 Action Contents
      • 9.10.6 Source or Mother Contents
    • 9.11 Content Creators
    • 9.12 Content Strategists
      • 9.12.1 Requisites of Ideal Content Creators, Content Strategists and Content Marketers
    • 9.13 Content Creation
      • 9.13.1 Process of Content Creation
      • 9.13.2 Points to be Considered before Implementing Content Marketing
    • 9.14 CMS Joomla
    • 9.15 Content Management (CM)
    • 9.16 Content Management System (CMS)
      • 9.16.1 Styles of Writing Components in Contents
      • 9.16.2 Components of Content Management System (CMS)
      • 9.16.3 Types of Content Management System
    • 9.17 Component Content Management System (CCMS)
    • 9.18 Enterprise Content Management System (ECMS)
    • 9.19 Document Management System (DMS)
    • 9.20 Digital Asset Management System (DAM)
    • 9.21 Web Content Management System (WCMS)
    • 9.22 Cloud-based Solutions
      • 9.22.1 Types of Cloud-based Solutions
      • 9.22.2 Types of Cloud-based System
      • 9.22.3 Content Curation
    • 9.23 Protecting the Content from Theft
    • Review Questions
  • Chapter 10 Email Marketing
    • 10.1 Introduction
    • 10.2 History of Email
    • 10.3 Commercial Emails
    • 10.4 Types of Emails in Digital Marketing
      • 10.4.1 Greeting Emails
      • 10.4.2 Promotional Emails
      • 10.4.3 Announcement Emails
      • 10.4.4 Lead Nurturing and Engaging Emails
      • 10.4.5 Confirmation Emails
      • 10.4.6 Newsletter Emails
      • 10.4.7 Dedicated Emails
      • 10.4.8 Feedback and Survey Emails
      • 10.4.9 Seasonal Emails
      • 10.4.10 Trial or Offer Emails
    • 10.5 Basic Guidelines for Sending Emails
      • 10.5.1 Building Own Emails List
      • 10.5.2 Avoiding Purchase of Email Addresses
      • 10.5.3 Buying Email Addresses from Reputed Email Marketing Companies
      • 10.5.4 Providing an ‘Opt out’ or ‘Unsubscribe’ Option
      • 10.5.5 Adhering to Laws on Personal Information
      • 10.5.6 Keeping off Emails from Folders of Spam or Junk Mails
      • 10.5.7 Crafting Emails with Captivating ‘ Subject Line’
      • 10.5.8 Connecting the Audience and the Recipients
      • 10.5.9 Personalizing the Emails
      • 10.5.10 Personalizing the Content
      • 10.5.11 Planting a Strong Call To Action (CTA)
      • 10.5.12 Service to Send Emails
      • 10.5.13 Clear Segmentation of the Customers
      • 10.5.14 Best Email Frequency
      • 10.5.15 Right Emails
      • 10.5.16 Conducting A/B Test
    • 10.6 Building Email List
      • 10.6.1 Process of Building Own Email List
    • 10.7 Advantages of Email Marketing
      • 10.7.1 Compelling Receivers to Act
      • 10.7.2 Delivering Personalized Content
      • 10.7.3 Continuous Nudging and Engagement
      • 10.7.4 Building Relationship
      • 10.7.5 Focussed Campaign
      • 10.7.6 Driving High Traffic
      • 10.7.7 Increasing the Number of Leads
      • 10.7.8 Timely and Instantaneous Reach
      • 10.7.9 Providing More Value
      • 10.7.10 Compelling to Own Media and Contact List
      • 10.7.11 Improving the Turnover
      • 10.7.12 Cost-effective Campaign
      • 10.7.13 Possibility of A/B Testing
      • 10.7.14 Collecting Feedback and Data
      • 10.7.15 Unavoidable
    • 10.8 Limitations of Email Marketing
      • 10.8.1 Small-sized Content
      • 10.8.2 Danger of Being Treated as Spam / Junk
      • 10.8.3 Inappropriate Design
      • 10.8.4 Multiple Devices
      • 10.8.5 Finding Themes for Multiple Platforms
      • 10.8.6 Information Overload
      • 10.8.7 Feared to Contain Viruses
      • 10.8.8 Considered to be Disruptive
      • 10.8.9 Not Better than the Face-to-Face Communication
      • 10.8.10 Heavy Competition
      • 10.8.11 Cost of Emails
      • 10.8.12 Engagement
    • Review Questions
  • Chapter 11 Mobile Marketing
    • 11.1 Introduction
    • 11.2 Elements of Mobile Marketing
    • 11.3 Forms or Types of Mobile Marketing
      • 11.3.1 SMS Marketing (SMSM)
      • 11.3 2 Social Network Platforms Marketing (SNPM)
      • 11.3.3 Proximity Marketing
      • 11.3.4 Location-based Marketing
      • 11.3.5 Weather-based Marketing or ‘Weather Targeting’
      • 11.3.6 Audience Targeting
      • 11.3.7 ‘Geofencing Marketing’
      • 11.3.8 In-app Marketing
      • 11.3.9 In-game Marketing
      • 11.3.10 Artificial Intelligence (AI) Marketing and Augmented Reality (AR) Marketing
      • 11.3.11 Metaverse Marketing
    • 11.4 Advantages of Mobile Marketing
      • 11.4.1 Many Channels at a time
      • 11.4.2 Anytime and Anywhere Accessibility
      • 11.4.3 International Reach
      • 11.4.4 Location-specific Marketing
      • 11.4.5 Weather-specific Marketing
      • 11.4.6 Cost Effective
      • 11.4.7 Easy Creation of Contents
      • 11.4.8 Focused Contents
      • 11.4.9 High Viral-potential Messages
      • 11.4.10 Instantaneous Reach of the Messages
      • 11.4.11 Immediate and Easy Payments
      • 11.4.12 Highly Personalized Contents
      • 11.4.13 Easy Tracking of Results
      • 11.4.14 Relevant and Accurate Marketing Campaigns
      • 11.4.15 Better and Higher Search Engine Ranking (SER)
      • 11.4.16 Fit for Any Format of Advertisements
      • 11.4.17 Increased Off-line Purchases
      • 11.4.18 Possibility of A/B Testing or Split Testing
    • 11.5 Limitation of Mobile Marketing
      • 11.5.1 Cluttered Market
      • 11.5.2 Possibility of Being Ignored
      • 11.5.3 Lower Rate of Response
      • 11.5.4 Problem of Small Screen
      • 11.5.5 Navigational Issues
      • 11.5.6 Privacy Issues
      • 11.5.7 Issue of Optimisation of Landing Pages
      • 11.5.8 Difficulty in Correction of Errors
      • 11.5.9 Issue of Ad Blockers
      • 11.5.10 Bad User-experience
      • 11.5.11 Cost of Smartphones
      • 11.5.12 Lack of Knowledge in Using Smartphones
      • 11.5.13 Issue of Non-smartphone Users
      • 11.5.14 Lack of Expertise
    • Review Questions
  • Chapter 12  Marketing and Web Analytics
    • 12.1 Introduction
    • 12.2 Data Analysis and Data Analytics
    • 12.3 Big Data Analytics
    • 12.4 Business Analytics
    • 12.5 Basic Tools Required for Analytics
    • 12.6 Marketing Analytics
      • 12.6.1 Objectives of Marketing Analytics
      • 12.6.2 Basic Elements of Marketing Analytics
      • 12.6.3 Types and Levels of Marketing Analytics
      • 12.6.4 Process of Conducting Marketing Analytics
      • 12.6.5 Factors Affecting the Usefulness or Effectiveness of Marketing Analytics
      • 12.6.6 Advantages of Marketing Analytics
      • 12.6.7 Limitations of Marketing Analytics
    • 12.7 Web Analytics
      • 12.7.1 Objectives of Web Analytics
      • 12.7.2 Components / Basic Metrics of Web Analytics
      • 12.7.3 Process of Web Analytics
      • 12.7.4 Types of Web Analytics
      • 12.7.5 On-site Web Analytics Services
      • 12.7.6 Technical Terms/Concepts used by Web Analytics Tools
      • 12.7.7 Off-site Web Analytics
    • 12.8 Sources of Data for Web Analytics
    • Review Questions
  • Chapter 13 Community- Based Marketing (CBM), Peer to Peer (P2P) Marketing and Account Based Marketing (ABM)
    • 13.1 Introduction
    • 13.2 On-line Community
    • 13.3 Brand Community
      • 13.3.1 Characteristics of Brand Community
    • 13.4 Community-based Marketing
      • 13.4.1 Foundations of Community-based Marketing
      • 13.4.2 Pillars of Community-based Marketing
      • 13.4.3 Requisites of Strategies for Community-based Marketing
      • 13.4.4 Process of Developing and Implementing Community-based Marketing
      • 13.4.5 Programmes/Strategy for Community-based Marketing
      • 13.4.6 Successful Community-based Marketing
      • 13.4.7 Advantages of Community-based Marketing
      • 13.4.8 Limitations of Community-based Marketing
    • 13.5 Peer to Peer (P2P) Marketing
      • 13.5.1 Requisites of a Successful P2P Marketing Strategy
      • 13.5.2 P2P Marketing Strategy
    • 13.6 Account-Based Marketing (ABM)
      • 13.6.1 Objectives of ABM
    • Review Questions
  • Chapter 14 Affiliate Marketing
    • 14.1 Definition, Meaning and Nature of Affiliate Marketing
    • 14.2 Elements or components of Affiliate Marketing
      • 14.2.1 The Product or Service
      • 14.2.2 The Advertisement
      • 14.2.3 The Affiliate Marketing Contract (AMC)
      • 14.2.4 The Traffic Generated
      • 14.2.5 The Traffic Redirected
      • 14.2.6 Traffic Converted or ‘Sale Made’
      • 14.2.7 Commission or a Share of Profit
    • 14.3 Persons Involved in Affiliate Marketing
      • 14.3.1 Affiliate Merchant
      • 14.3.2 Affiliate
      • 14.3.3 Affiliate Marketing Network Company
      • 14.3.4 Customer
    • 14.4 Process of Developing an Affiliate Marketing Programme
      • 14.4.1 Designing and Promoting an Affiliate Marketing Programme
      • 14.4.2 Signing up with an Affiliate Marketing Network Company
      • 14.4.3 Receiving EOI
      • 14.4.4 Selecting and Hiring the Affiliates
      • 14.4.5 Promotion of the Product or Service by the Affiliate
      • 14.4.6 Validating the Link of the Affiliate
      • 14.4.7 Generation of Traffic to the Platforms of the Affiliate
      • 14.4.8 Redirecting the Traffic to the Promoter’s Website
      • 14.4.9 Traffic on the Websites of the Affiliate Merchants / Promoters
      • 14.4.10 Conversion of the Traffic as Sales
      • 14.4.11 Payment of Commission to the Affiliates
    • 14.5 Types of Affiliate Marketing Programmes
      • 14.5.1 Unattached Affiliate Marketing
      • 14.5.2 Related Affiliate Marketing
      • 14.5.3 Involved Affiliate Marketing
    • 14.6 Types of Affiliates
      • 14.6.1 Website Owners or Webmasters
      • 14.6.2 Pay-Per-Click (PPC) Affiliates
      • 14.6.3 SEO Affiliates
      • 14.6.4 Content Site Affiliates
      • 14.6.5 Email Database Affiliates
      • 14.6.6 Newsletter Affiliates
      • 14.6.7 Rich Site Summary Feeds (RSS Feeds) Affiliates
      • 14.6.8 Coupon Site Affiliates
      • 14.6.9 Social Media Affiliates
      • 14.6.10 Review Site Affiliates
      • 14.6.11 Incentive Generated Traffic
      • 14.6.12 Shopping Services Affiliates
      • 14.6.13 Aggregators Sites
      • 14.6.14 Bargain Sites
    • 14.7 The Process of Becoming an Affiliate
      • 14.7.1 Step 1: Exploring and Identifying the Affiliate Programmes Offered by the E-commerce Operators of Affiliate Merchants
      • 14.7.2 Step 2: Tying up with an Affiliate Marketing Network Company
      • 14.7.3 Step 3: Evaluating the Affiliate Programmes
      • 14.7.4 Step 4: Selecting the Best Affiliate Marketing Programme
      • 14.7.5 Step 5: Choosing the Appropriate and Effective Platform
      • 14.7.6 Step 6: Identifying the Specific Category of Products or Services
      • 14.7.7 Step 7: Identifying the Focused Segment of Customers
      • 14.7.8 Step 8: Developing Appropriate and Interesting Content
      • 14.7.9 Step 9: Requesting the Affiliate Merchant to Validate the Link
      • 14.7.10 Step 10: Attracting Customers
      • 14.7.11 Step11: Constructing a Wide Base of Dedicated Customers
    • 14.8 Common Methods of Affiliate Marketing Adopted by Affiliates
      • 14.8.1 Affiliate Marketing and MicroMarketing
      • 14.8.2 Affiliate Marketing and Adwares
    • 14.9 Advantages of Affiliate Marketing
      • 14.9.1 Advantages to Affiliate Merchants
      • 14.9.2 Advantages to Affiliates
    • 14.10 Limitations of Affiliate Marketing
      • 14.10.1 Cautions to Affiliate Merchants
    • Review Questions
  • Chapter 15 Influencer Marketing
    • 15.1 Introduction
    • 15.2 Influencer Marketing
    • 15.3 Influencers
    • 15.4 Influencer-marketer
      • 15.4.1 Methods of Influencer Marketing
    • 15.5 Development of Influencer Marketing Plan
      • 15.5.1 Identifying the Apt Product to be Promoted Under this Strategy
      • 15.5.2 Determining the Financial and Other Premises
      • 15.5.3 Identifying the Niche for the Product in the Online Market
      • 15.5.4 Collecting Details on the Influencers, Who are Popular in the Niche
      • 15.5.5 Collecting and Analyzing the Existing Contents Promoted by the Influencers
      • 15.5.6 Choosing the Best Influencer
      • 15.5.7 Engaging and Contracting with the Influencer
      • 15.5.8 Creating the Appropriate Content
      • 15.5.9 Implementing the Marketing Model
      • 15.5.10 Monitoring and Measuring the Results of the Influencer Marketing Model
    • 15.6 Factors Influencing the Choice of an Influencer
      • 15.6.1 Positive Image
      • 15.6.2 Perfect Relevance
      • 15.6.3 Positive Relationship with Followers
      • 15.6.4 Popularity Reach
      • 15.6.5 Positive Brand Engagement
    • 15.7 Advantages of Influencer Marketing
    • 15.8 Disadvantages/Limitations of Influencer Marketing
    • Review Questions
  • Chapter 16 Inbound Marketing
    • 16.1 Introduction
    • 16.2 Meaning and Definition of Inbound Marketing
    • 16.3 Instruments or Methods of Inbound Marketing
    • 16.4 Basic Requirements for Inbound Marketing
    • 16.5 Stages in or Phases of Inbound Marketing
    • 16.6 Skills Required for Inbound Marketing
    • 16.7 Tools used in Inbound Marketing
      • 16.7.1 Classification of Tools used in Inbound Marketing
    • 16.8 Advantages of Inbound Marketing
      • 16.8.1 Simple and Convenient
      • 16.8.2 Less Work
      • 16.8.3 Less Manpower
      • 16.8.4 More Creative and Unique
      • 16.8.5 Cheaper
      • 16.8.6 Reaching the Audience within a Very Short Time
      • 16.8.7 Getting Recognized within a Short Time
      • 16.8.8 Massive Number of Followers
      • 16.8.9 Personalized Communication and Services
      • 16.8.10 Motivated Customers
      • 16.8.11 Long-term Relationship with the Customers
      • 16.8.12 Reliability and Sustainability of Relationship
      • 16.8.13 Limitations of Inbound Marketing
      • 16.8.14 Dependence on Experts
      • 16.8.15 Long Gestation Time
      • 16.8.16 Expensive
      • 16.8.17 Deep Knowledge on the Tools
    • Review Questions
  • Chapter 17 Pay- Per Click Advertising   / Marketing
    • 17.1 Introduction
    • 17.2 PPC Marketing and Advertising Formats
    • 17.3 PPC Marketing and Advertising Platforms
    • 17.4 Process of PPC Marketing
    • 17.5 Factors influencing PPC Ad Auction
      • 17.5.1 Eligibility of the Ad Account
      • 17.5.2 Advertisement Rank (Ad Rank)
      • 17.5.3 Quality Score
      • 17.5.4 Cost-Per-Click
      • 17.5.5 Cost-Per-Click (CPC) Bidding
      • 17.5.6 Bid Adjustment
      • 17.5.7 Bid Modifiers
      • 17.5.8 Bid Optimisation
      • 17.5.9 Landing Page Experience
    • 17.6 Bidding Options in PPC Marketing
      • 17.6.1 Manual Bidding
      • 17.6.2 Automated Bidding
    • 17.7 Advantages of PPC Marketing
      • 17.7.1 Maximizing the Return on Investment
      • 17.7.2 Boosting Brand Awareness
      • 17.7.3 Global Reach
      • 17.7.4 Cost-effective
      • 17.7.5 Possibility of Building a Big Database
      • 17.7.6 Possibility of Continuous Modifications
      • 17.7.7 Early Results
      • 17.7.8 Highly Flexible and Adaptable
      • 17.7.9 Highly Focused Marketing
      • 17.7.10 Higher Click-Through-Rate (CTR)
      • 17.7.11 Future Campaigns
    • 17.8 Limitations of PPC Marketing
      • 17.8.1 Difficulty in Conversion
      • 17.8.2 Different Results
      • 17.8.3 Severe Competition
      • 17.8.4 Bidding Wars
      • 17.8.5 Out of Reach for Small Businesses
      • 17.8.6 Aversion on Advertisements
      • 17.8.7 Constant Monitoring
      • 17.8.8 Lack of Skilled Personnel
      • 17.8.9 Less Effective Advertisements
      • 17.8.10 Delay in Learning the Winning Formula
    • Review Questions
  • Chapter 18 Display Advertising and Marketing
    • 18.1 Introduction
    • 18.2 Display Advertisement or Display Ad
    • 18.3 Evolution of Display Advertising
    • 18.4 Broad Goals/Objectives of Display Advertisements
      • 18.4.1 Building Awareness
      • 18.4.2 Facilitating and Building a Positive Association with the Brand/Product
      • 18.4.3 Influencing the Past Viewers
      • 18.4.4 Driving Action
      • 18.4.5 Increasing the Rate of Conversion (ROC)
      • 18.4.6 Retargeting
      • 18.4.7 Building Loyalty
    • 18.5 Main Features of Display Ads
    • 18.6 SEO and Display Ads
    • 18.7 Elements of Display Ads
      • 18.7.1 The Advertiser
      • 18.7.2 The Content Writer/Developer
      • 18.7.3 The Website
      • 18.7.4 Marketing Codes
      • 18.7.5 Display Advertising Networks
      • 18.7.6 Interactive Advertising Bureau (IAB)
    • 18.8 Classifications of Display Ads
      • 18.8.1 Conventional Display Ads
      • 18.8.2 Responsive Display Ads
      • 18.8.3 Retargeting Ads or Remarketing Ads
      • 18.8.4 Native Ads
      • 18.8.5 Social Ads
    • 18.9 Concepts and Strategies for Display Advertising and Marketing
      • 18.9.1 Affiliate Marketing
      • 18.9.2 Real-Time Bidding (RTB)
      • 18.9.3 Supply- Side Platform (SSP)
      • 18.9.4 Behavioral Targeting
      • 18.9.5 Performance Marketing
      • 18.9.6 Contextual Targeting
    • 18.10 Forms of Display Advertising
      • 18.10.1 Banners Ads
      • 18.10.2 Pop-up Ads
      • 18.10.3 Pop-under
      • 18.10.4 Content Ads
      • 18.10.5 Layer Ads
    • 18.11 Types of Display Marketing
      • 18.11.1 Interactive Content
      • 18.11.2 Video Content
      • 18.11.3 Infographics
      • 18.11.4 Native Ads
      • 18.11.5 Interstitial Ads
      • 18.11.6 Personalized Ads
      • 18.11.7 Animations
      • 18.11.8 Expanding Ads
      • 18.11.9 Contextually Targeted Ads
      • 18.11.10 Lightbox Display Ads
    • 18.12 Criteria for Measuring Display Ads
      • 18.12.1 Reach
      • 18.12.2 Impressions
      • 18.12.3 Rate of Conversion
      • 18.12.4 Click-Through Rate (CTR)
      • 18.12.5 Cost
    • 18.13 Models for Billing Display Advertising
      • 18.13.1 CPM - Cost Per Thousand Impressions
      • 18.13.2 CPL - Cost Per Lead
      • 18.13.3 CPS - Cost Per Sale
      • 18.13.4 CPC - Cost Per Click
      • 18.13.5 CPA - Cost Per Acquisition
    • 18.14 Advantages of Display Marketing
      • 18.14.1 Better Brand Awareness
      • 18.14.2 Cost-effective
      • 18.14.3 Easy to Create
      • 18.14.4 Convey Message Quickly
      • 18.14.5 Several Accessible Ad Formats
      • 18.14.6 Re-engage with the Audience
      • 18.14.7 Encourage Product Consideration
      • 18.14.8 Visually Appealing
      • 18.14.9 Effective Targeting
      • 18.14.10 Analytical Insights
      • 18.14.11 Strong Interaction
    • 18.15 Challenges and Limitations of Display Marketing
      • 18.15.1 Negative Image Created by Ads
      • 18.15.2 Ad Blockers
      • 18.15.3 Prevention by the Browsers
      • 18.15.4 Improper Audience Targeting
      • 18.15.5 Banner Blindness
      • 18.15.6 Ads being Disliked by Individuals
      • 18.15.7 Very Brief Display Duration
      • 18.15.8 Low Click-through and Conversion Rates
      • 18.15.9 Data Fatigue
    • Review Questions
  • Chapter 19 Future Trends in Digital Marketing
    • 19.1 Introduction
    • 19.2 Trends in Digital Marketing
      • 19.2.1 Augmented Reality (AR)
      • 19.2.2 Artificial Intelligence (AI)
      • 19.2.3 Voice Search Optimization
      • 19.2.4 Progressive Web App
      • 19.2.5 Web Push Notifications/Browser Push Notifications
      • 19.2.6 Influencer Marketing
      • 19.2.7 Micro Influencer Marketing
      • 19.2.8 Omnichannel Marketing
      • 19.2.9 BERT Framework/Language Model
      • 19.2.10 Long-form Content Marketing
      • 19.2.11 Metaverse Marketing
      • 19.2.12 Automated Ad Buying or Programmatic Ad Buying
      • 19.2.13 Non-Fungible Tokens (NFTs)
      • 19.2.14 Livestream Commerce
      • 19.2.15 Sort- content Video Marketing
      • 19.2.16 Social Media Shopping
      • 19.2.17 Geofencing
      • 19.2.18 Chatbots
      • 19.2.19 User-Generated Content (UGC)
      • 19.2.20 ChatGPT, Google Bard AI and Others
      • 19.2.21 Other Popular Trends in Digital Marketing
    • Review Questions
  • Index
Biographical note
Dr LJ. Chaarlas M.Com., M.B.A., M.Sc. (Appld Psy.) M.Phi., Ph.D., D.Lit. is Professor & Head, Department of Commerce & International Trade, Karunya Institute of technology And Sciences (Deemed University), Coimbatore. Previously, he was Head, Department of Commerce, St Joseph’s College (Autonomous), Tiruchirappalli. He has more than 37 years of experience in teaching. His areas of interest include Income Tax, Marketing, Business Management, Business Ethics, Human Resource Management, Entrepreneurship, and GST. He is a well-acknowledged HR trainer and Quiz Master. He has authored books like Understanding Behavioural Finance: Making Decisions, Goods & Services Tax, Essentials of Goods & Services Tax and Problems and Solutions in GST.
Patrick Joseph Susairaj, who has a Masters in Computer Applications from Madras University, India and M.I.T (Advanced, specializing in Software Architecture) from QUT, Australia is a Senior Software Developer and Architect, Entrepreneur, Digital Marketing Expert, and Investor, with over 15 years of experience in software development and around a decade of experience as software consultant in Australia. Patrick leverages his skills and experience to drive digital transformation for his clients around the world.
Excerpt

DIGITAL
MARKETING

DIGITAL
MARKETING

Dr. LJ. Chaarlas

(Retired) Associate Professor and Head
Department Of Commerce,
St Joseph’s College (Autonomous),
Tiruchirappalli - 620 002

&

(Former) Professor and Head
Department of Commerce and International Trade
Karunya Institute of Technology and Science (Deemed University)
Coimbatore - 641 114

AND

Patrick Joseph Susairaj

Senior Software Developer and Architect
Tourism Holdings, Australia

Vijay
Nicole

Newgen KnowledgeWorks Offices

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In collaboration with

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Digital Marketing

ISBN (Print): 978-81-19243-98-3

ISBN (epub): 978-81-19243-96-9

ISBN (epdf): 978-81-19243-54-9

Copyright © 2023, Vijay Nicole Imprints Private Limited

No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers and copyright holders. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication.

Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.

Laser typeset at: Maven Learning, Chennai – 600 091

Contents

Preface

Chapter 1 Basic Concepts and Elements of Marketing

1.1 Introduction

1.2 Core Concepts of Marketing

1.2.1 Customer

1.2.2 Consumer

1.2.3 Consumer Needs

1.2.4 Want

1.2.5 Demand

1.2.6 Brand

1.2.7 Market

1.2.8 Target Market

1.2.9 Niche

1.2.10 Market Segmentation

1.2.11 Marketing

1.2.12 Marketing Mix

1.2.13 Marketing Management

1.2.14 Market Offerings/Consumer Offerings

1.2.15 Marketing Concepts

1.3 Modern Methods and Types of Marketing

1.3.1 Relationship Marketing

1.3.2 Integrated Marketing

1.3.3 Performance Marketing

1.3.4 Internal Marketing

1.3.5 CSR Marketing

1.3.6 Digital Marketing

1.3.7 Embedded Marketing

1.3.8 Personalized Marketing

1.3.9 Content Marketing

1.3.10 Peer-to-Peer Marketing

1.3.11 Database Marketing

1.4 Marketing Performance Management (MPM)

1.5 Integrated Marketing Communication (IMC)

1.5.1 Tools of Integrated Marketing Communication (IMC)

Review Questions

Chapter 2 Management of Marketing Mix

2.1 Introduction

2.2 Marketing Mix

2.3 Management of Marketing Mix

2.4 Characteristics of Marketing Mix Management

2.5 Product in Marketing Mix

2.5.1 Levels of a Product

2.5.2 Product Development

2.6 Product Life Cycle

2.6.1 Stage 1 Introduction

2.6.2 Stage 2 Growth

2.6.3 Stage 3 Maturity

2.6.4 Stage 4 Decline

2.7 Product Life Cycle Management (PLM)

2.8 Types of Products

2.8.1 Tangible and Intangible Products

2.8.2 Perishable and Non-perishable Products

2.8.3 Durable and Non-durable Products

2.8.4 Consumer Products and Industrial Products

2.9 Services

2.10 Product Mix

2.10.1 Dimensions of Product Mix

2.11 Price in Marketing Mix

2.11.1 Pricing

2.11.2 Pricing Strategy

2.11.3 Major Pricing Strategy

2.11.4 Factors Affecting Pricing Strategy

2.11.5 Types of Pricing

2.11.6 Pricing and Business Goals

2.12 Place in Marketing Mix

2.12.1 Marketing Channels

2.12.2 Functions of Channels of Physical Distribution

2.12.3 Channel Members

2.12.4 Levels or Tiers of Distribution Channels

2.12.5 Supply Chain

2.12.6 Demand Chain

2.13 Promotion in Marketing Mix

2.13.1 Types of Promotion

2.14 Placement in Marketing Mix

2.15 People in Marketing Mix

2.16 Process in Marketing Mix

2.17 Physical Evidence in Marketing Mix

2.18 Personalisation in Marketing Mix

2.19 Participation in Marketing Mix

2.20 Peer-to-Peer (P2P) Engagement in Marketing Mix

2.21 Predictive Modeling in Marketing Mix

2.22 Programmes in Marketing Mix

2.23 Performance in Marketing Mix

Review Questions

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