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Outline
❏ Course Introduction
❏ Unit IV
❏ Unit V
Dr. Mahesh Sanghavi | SNJBCoE

Course Introduction
Savitribai Phule Pune University

Fourth Year of E & Tc Engineering (2019 Course)
404192 (D): Digital Marketing (Elective - VI)
Teaching Scheme: Theory: 03 Hrs. / Credit 03 Examination Scheme: In-Sem (Paper):30 Marks
Week End-Sem (paper): 70 Marks
Course Objectives:
1. To understand digital marketing & process of website design.
2. To identify the keywords for a website & understand the SEO.
3. To study the various Digital Marketing Tools.
4. To learn the use of social media websites for Digital Marketing.
5. To be conversant with Linkedin platform.
6. To know the recent trends in Digital Marketing
Course Outcomes: On completion of the course, learner will be able to
CO1: Design websites using free tools like Wordpress and explore it for digital marketing.
CO2: Apply various keywords for a website & to perform SEO.
CO3: Understand the various SEM Tools and implement the Digital Marketing Tools.
CO4: Illustrate the use of Facebook, Instagram and Youtube for Digital Marketing in real life.
CO5: Use Linkedin platform for various campaigning. CO6: Understand the importance of recent trends in digital marketing.
Part - I
Content
❏ Introduction
❏ Facebook & Instagram Marketing
❏ Youtube Marketing

Social Media for Digital Marketing
What Is Social Media Marketing ?

Social Media | Network
Uses
Like
Social Media Marketing
To
● market products and services, engage with existing customers, and reach
new ones.
Social Media for Digital Marketing
Why Is Social Media Marketing So Powerful?
Power of Social
Media Marketing
Comes from
Unparalleled capacity of social media marketing area
Connection interaction
Customer data
Introduction
Business Module
Business to Business [B2B] Business to Consumer [B2C]
● is a module in which you are selling to ● businesses sell their products and
another business. services directly to the final consumer
on the other hand

Introduction
Marketers Analysis
Dr. Mahesh Sanghavi | SNJBCoE Source : View

Introduction
Major Social Media Platforms for Marketing
Facebook
Instagram
Linkedin
Email Marketing
Youtube

Introduction
Analysis of Social Media

Platforms used by Marketers

Facebook | Instagram Marketing
Understanding of Facebook Marketing
How can business benefit from Facebook?
The answer is Facebook pages or fan pages.
● Fan pages can serve as excellent advertisement and networking channels with your
customers.
● Facebook fan pages are a great way to connect and network with customers

Understanding of Facebook Marketing
Your post Should be

Types of Facebook Advertising
01 Carousel
02 Single Image
03 Single Video
04 Slideshow
05 Canvas

Example
Carousel
● Create an ad with 2 or more

scorillable images or videos

Example
Single image
● Create upto 6 ads with one image each at no

extra charge

Single Video
Example
● Create an ad with one video

Example
Slideshow
● Creating a looping video ad

with up to 10 images

Canvas
● Tell a more immersive story

by combining images and
videos

Creating first ad on Facebook, Setting Campaign
How to Run Facebook Ads
● Create an account with Facebook Ads Manager.
● Start creating an ad through Facebook Ads Manager.
● Choose an objective.
● Choose your audience.

● Set your budget.
● Create your ad.
● Monitor your ad’s performance metrics.
● Report on Facebook ad performance.
Creating first ad on Facebook, Setting Campaign
Creating first ad on Facebook,
Click on ads manager

Creating first ad on Facebook,
Setting Campaign
Click on I accept
Creating first ad on Facebook, Setting Campaign
Ad Acc. ID
Click on create Click on edit if any updation in ad
A campaign is any series of actions or events that are meant to achieve a particular result, like an advertising
campaign of television commercials

Youtube Marketing
YouTube Account Setup
YouTube is a video-sharing website on which users can upload, view, and share videos
How to Create A YouTube Business Account
1. Sign into an existing Google account, or create a new, dedicated account specifically for your YouTube
business channel.
2. Visit YouTube’s homepage and set up your business channel’s name
3. Fill out additional details for your business account.
4. Set up your channel icon and artwork.
5. Fill out your channel description.
6. Set up featured channels and activity.
7. You’re ready to start uploading content!
Youtube Marketing
YouTube Monetization
According to YouTube, to qualify for monetization, you must have:
● 4,000 watch hours over the last 12 months

● at least 1,000 subscribers on your channel.

Youtube Marketing
Different requirements to start monetizing your YouTube videos:
Apply to the YouTube Partner Program
The minimum eligibility requirements for joining the YPP are that:
Your channel has at least 1,000 subscribers
● You have at least of 4,000 valid public watch hours over the last 12 months
● You live in a country where the YouTube Partner Program is available
● You have an AdSense account linked to your YouTube channel
● Your channel does not have any active Community Guidelines strikes
● You follower all YouTube channel monetization policies
● You must use 2-Step Verification on the Google Account associated with your YouTube channel for an extra
layer of security
Youtube Marketing
How to monetize on YouTube
1. YouTube Ads
The most “traditional” way you can make money on YouTube is through ads that appear before or
during your videos.
2. Paid Sponsorships
Paid sponsorships are when brands and businesses pay or sponsor a content creator to pay,
use or demonstrate their product in a video.

Youtube Marketing
YouTube Monetization,
3. Affiliates
Another way to monetize your YouTube videos is through affiliate programs.
4. Channel Membership
YouTube channel memberships are a monthly subscription in exchange for exclusive perks.
Creators can give exclusive offerings to channel members, such as product discounts

Youtube Marketing
5. Patronage
If you have a loyal fanbase, a third-party platform like Patreon lets digital creators, artists, writers and
businesses provide exclusive perks to patrons who support your channel and content.
6. Merchandise
YouTube channels with more than 10,000 subscribers can sell merchandise via a merch shelf that appears on
each video page. If you’ve built a strong brand community, you can open up another revenue stream by selling
branded merchandise to your fans on YouTube.

Youtube Marketing
7. YouTube Shorts Fund

In May 2021, YouTube launched a $100 million fund
exclusively for Shorts creators.

Youtube Marketing
Youtube metrics tracked by YouTube Analytics
Average View Duration and

01 Viewed
Percentage
Traffic Sources
Subscriber
(Suggested
Count
Videos)
YouTube
Video metrics Subscribers from
Engagement Videos
Report
Youtube Marketing
YouTube Analytics
Subscriber Count:
● The subscriber count gives an overview of how many organic

views you can expect on your next video.

Youtube Marketing
YouTube Analytics
Average View Duration and Percentage Viewed
● The “Average View Duration” and “Average Percentage Viewed”

tell you how long people want to watch your video and when
they start going off.

Youtube Marketing
YouTube Analytics
Subscriber from videos
● You can track the subscriber count your videos are bringing
you every day from the YouTube Analytics Reports.

Youtube Marketing
YouTube Analytics
Video Engagement Report
● The overall performance of your channel narrows down to

how engaging are your videos to the viewers.

Youtube Marketing
YouTube Analytics : MY Channel Analytics

Part - II
Content
❏ LinkedIn Advertising
❏ Email Marketing

How to use Linkedin Professionally
Success on LinkedIn depends on developing and maintaining a good reputation

To get the best from LinkedIn, use the following strategies:
● Complete your profile.

● Contact and connect.
● Start talking.
● Give and receive recommendations and endorsements.
● Use LinkedIn Groups.
● Produce engaging content.
● Find new hires – and new opportunities.
● Boost your organization's profile.
● Observe professional etiquette.

LinkedIn Advertising

Types of LinkedIn Ad Campaigns to Reach Your Audience
01 Sponsored Content
02 Sponsored Messaging
03 Text Ads
04 Dynamic Ads

01 Sponsored Content
● These are ads which promote content.

● Using special links, they can be posted on LinkedIn,
your blog, your website or on any other platform.
● The goal here is to increase brand awareness.
● You want to get people talking about your business in
order to gain followers and valuable contacts.

02 Sponsored Messaging
● These Ads can be used to send personalized

messages to directly into the inboxes of
LinkedIn members.
● However, LinkedIn sets a limit to how many
people you can contact each day and how
often you can contact the same person per
month

03 Text Ads
● If you're familiar with Google Ads, or you’ve created

an ad on another social network, then you already
know how LinkedIn Ads work.
● They center on creating text ad that leads members
of your target audience to your website, a product
landing page, or another relevant webpage
designed to get leads and make conversions.

04 Dynamic Ads
● These ads incorporate personalization in order to

really connect with your target audience.
● They pull information from LinkedIn profiles like
names, job titles, and other details and use them in
the ads.
● Use these thoughtfully as some people might find
them to be overly personal.
● That said, it is possible for LinkedIn users to hide
some of this data if they do not want it to be
accessible to this type of ad.
How to create a LinkedIn ad
Step 1: Create a LinkedIn Page if you don’t have one already
This is required to create Sponsored Content and Sponsored Messaging Ads.


Step 2: Log in to Campaign Manager or create an account.
The Campaign Manager platform, also known as LinkedIn’s ad manager, will be home to all your
advertising activities, such as running campaigns and managing your budget.


Step 3: Select your ad objective
Think about what type of action you want to inspire among your audience.

Step 4: Choose your

target audience


Step 5: Select an ad format
Depending on the objective you chose, you’ll be able to pick from Sponsored Content options
(single-image, carousel or video ads), Text Ads or Message Ads.


Step 6: Create your budget and schedule
Campaign Manager will provide a budget range based on other competing bids for your ideal audience.

Step 7: Start building your ad

If you opt for Sponsored Content or Text Ads, the Campaign Manager will share previews so you can get a
sense of the final look of your ad. In the case of Message Ads, you’ll be able to send yourself a test message.
Step 8: Provide payment information

Before you can debut your ad to the world, you’ll have to provide payment information. Once that’s done,
you’re ready to launch!
Step 9: Measure performance
When you sign in to Campaign Manager, the first thing you’ll see is the reporting dashboard for your LinkedIn
ads. From here, you can review performance metrics, access charts and demographics, or export a CSV report.
This is also where you’d go for conversion tracking.
Email Marketing
What is email marketing?
● Email marketing is part of a business’s digital marketing

strategy;
● businesses send marketing messages to specific lists of
customers and subscribers.
● Effective email marketing can convert prospects into
customers and turn one-time buyers into loyal brand
advocates.
● Email marketing is one of the most effective digital
marketing tactics.
Ref here
Email Marketing
What are some tips for creating an email marketing strategy?
tips to improve your email marketing campaign and ensure a successful email marketing strategy:
● Define your email marketing campaign’s audience.

● Establish your email marketing campaign goals.
● Make it easy for people to sign up for your marketing emails.
● Decide on an email marketing campaign type early.
● Schedule your marketing emails.
Ref here
Email Marketing
● Define your email marketing campaign’s audience.
➔ Effective emails must be relevant to the recipient.

➔ For example, a 20-year-old fashion student probably
isn’t interested in an email about construction
equipment.
Ref here
Email Marketing
● Establish your email marketing campaign goals.
➔ Every campaign should have a goal.

➔ Don’t send campaigns for the sake of sending them; this
can come off as annoying and unnecessary to customers.
➔ For example, do you want to use email marketing to grow
your business, gain new customers, explain a new product
or service, or increase brand awareness?
Ref here
Email Marketing
● Make it easy for people to sign up for your marketing emails.
➔ One of the hardest parts of email marketing is

building an email list with genuine, interested
customers.
➔ It’s crucial to make signing up for your emails as
easy as possible.
Ref here
Email Marketing
● Decide on an email marketing campaign type early.
➔ There are many campaign types with various

purposes.
➔ You may want to send an email newsletter,
announcement or blog post update.
Ref here
Email Marketing
● Schedule your marketing emails.
➔ One of the best ways to build a loyal following is to

have a steady email schedule so customers know what
to expect and when.
➔ Most email marketing services offer built-in scheduling
services to help make this step easy.
Ref here
Email Marketing
The 6 Best Email Marketing Software of 2023
● Best Overall: Mailchimp

● Best for Automation: ActiveCampaign
● Easiest to Use: MailerLite
● Best All-in-One Marketing Suite: Hubspot
● Best Affordable Option: Moosend
● Best for E-commerce: Drip
Ref here
Email Marketing Tool : ActiveCampaign
Enter Your Email Here Click here

Enter Your Basic Information

and click on Next Step

Enter Your Basic Information and click on Next Step

Enter Password and click on take me to my account

Enter Password and click on take me to my account
Click here

Give the name to your

Campaign

Click here

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Outline

Dr. Mahesh Sanghavi | SNJBCoE

Savitribai Phule Pune University

❏ Facebook & Instagram Marketing

Dr. Mahesh Sanghavi | SNJBCoE

What Is Social Media Marketing ?

Social Media Marketing

Why Is Social Media Marketing So Powerful?

Unparalleled capacity of social media marketing area

Business to Business [B2B] Business to Consumer [B2C]

Dr. Mahesh Sanghavi | SNJBCoE

Dr. Mahesh Sanghavi | SNJBCoE Source : View

Dr. Mahesh Sanghavi | SNJBCoE

Analysis of Social Media

Dr. Mahesh Sanghavi | SNJBCoE

How can business beneﬁt from Facebook?

The answer is Facebook pages or fan pages.

Dr. Mahesh Sanghavi | SNJBCoE

Your post Should be

Dr. Mahesh Sanghavi | SNJBCoE

Dr. Mahesh Sanghavi | SNJBCoE

● Create an ad with 2 or more

Dr. Mahesh Sanghavi | SNJBCoE

● Create upto 6 ads with one image each at no

Dr. Mahesh Sanghavi | SNJBCoE

Dr. Mahesh Sanghavi | SNJBCoE

● Creating a looping video ad

Dr. Mahesh Sanghavi | SNJBCoE

● Tell a more immersive story

Dr. Mahesh Sanghavi | SNJBCoE

● Choose your audience.

Click on ads manager

Dr. Mahesh Sanghavi | SNJBCoE

Click on create Click on edit if any updation in ad

Dr. Mahesh Sanghavi | SNJBCoE

According to YouTube, to qualify for monetization, you must have:

● 4,000 watch hours over the last 12 months

Dr. Mahesh Sanghavi | SNJBCoE

How to monetize on YouTube

Dr. Mahesh Sanghavi | SNJBCoE

How to monetize on YouTube

Dr. Mahesh Sanghavi | SNJBCoE

How to monetize on YouTube

Dr. Mahesh Sanghavi | SNJBCoE

How to monetize on YouTube

7. YouTube Shorts Fund

Dr. Mahesh Sanghavi | SNJBCoE

Youtube metrics tracked by YouTube Analytics

Average View Duration and

Youtube metrics tracked by YouTube Analytics

● The subscriber count gives an overview of how many organic

Dr. Mahesh Sanghavi | SNJBCoE

Youtube metrics tracked by YouTube Analytics

Average View Duration and Percentage Viewed

● The “Average View Duration” and “Average Percentage Viewed”

Dr. Mahesh Sanghavi | SNJBCoE

Youtube metrics tracked by YouTube Analytics

Subscriber from videos

Dr. Mahesh Sanghavi | SNJBCoE

Youtube metrics tracked by YouTube Analytics

Video Engagement Report

● The overall performance of your channel narrows down to

Dr. Mahesh Sanghavi | SNJBCoE

Dr. Mahesh Sanghavi | SNJBCoE