BBS College of Engineering and Technology

Department of Business Administration

SEMESTER II
KMBN 207: DIGITAL MARKETING AND E-COMMERCE

Name of Faculty: Dr. Sameeksha Singh

Unit 3

SEM & Social Media Marketing

SEM refers to the practice of marketing a website by increasing its visibility in search engine
results pages (SERPs) through paid advertising. Here are some key points:

Paid Advertising: SEM involves paid advertising methods, primarily pay-per-click (PPC) ads.
Advertisers bid on keywords that users might enter into search engines when looking for certain
products or services.

Keyword Targeting: Keywords are the foundation of SEM. Advertisers select relevant keywords
that their target audience is likely to use in their search queries.

Ad Auctions: Search engines like Google and Bing use an auction system to determine which
ads appear in search results. Factors such as bid amount, ad quality, and relevance to the user's
query influence ad placement.

Ad Formats: SEM ads can appear in various formats, including text ads, product listing ads, and
display ads. These ads typically include a headline, a description, and a link to the advertiser's
website.

Campaign Management: Successful SEM campaigns require ongoing monitoring and

optimization. Advertisers adjust bids, refine keyword targeting, and test different ad creatives to
improve campaign performance.
Social Media Marketing (SMM):

SMM involves using social media platforms to promote products, services, or content. Here are
some key points:

Brand Awareness: Social media platforms provide an opportunity for businesses to build and
increase brand awareness. By engaging with their audience through content, businesses can
establish a presence and showcase their brand personality.

Targeted Advertising: Social media platforms offer sophisticated targeting options based on
demographics, interests, behavior, and more. Advertisers can tailor their ads to reach specific
segments of their target audience.

Content Marketing: Content plays a crucial role in SMM. Businesses create and share various
types of content, including images, videos, articles, and infographics, to engage their audience
and drive traffic to their website.

Community Building: Social media allows businesses to interact directly with their audience,
fostering a sense of community and building relationships with customers. Responding to
comments, messages, and mentions helps to create a loyal following.

Analytics and Insights: Social media platforms provide analytics tools that allow businesses to
track the performance of their campaigns and understand audience behavior. This data helps in
optimizing strategies and improving results over time.

In summary, SEM focuses on paid advertising in search engine results, while SMM involves
leveraging social media platforms to engage with and market to an audience. Both SEM and
SMM are essential components of a comprehensive digital marketing strategy.

Mobile Marketing
Mobile marketing refers to promotional activities designed and optimized for delivery through
mobile devices, such as smartphones and tablets. Here are some key points:
Ubiquity of Mobile Devices: With the increasing adoption of smartphones and tablets, mobile
devices have become integral to people's daily lives. Mobile marketing leverages this widespread
use to reach consumers anytime, anywhere.

Types of Mobile Marketing: Mobile marketing encompasses various channels and strategies,
including mobile apps, SMS (short message service), MMS (multimedia messaging service),
mobile websites, mobile search ads, in-app advertising, mobile games, and location-based
marketing.

Personalization: Mobile marketing allows for highly targeted and personalized messaging.
Marketers can use data such as location, browsing history, app usage, and demographics to
deliver relevant and tailored content to individual users.

Mobile-Friendly Content: With the prevalence of mobile devices, it's essential for marketers to
ensure that their content is optimized for mobile viewing. This includes responsive web design,
fast-loading pages, and concise yet engaging content that fits smaller screens.

Proximity Marketing: Location-based technologies such as GPS and beacons enable proximity
marketing, where businesses target consumers based on their physical location. This can include
sending targeted offers or notifications to users when they are near a specific location or point of
interest.

Mobile Payments: Mobile marketing extends to mobile commerce (m-commerce), where

businesses facilitate transactions through mobile devices. This includes mobile wallets, in-app
purchases, and mobile-optimized checkout processes.

Measurement and Analytics: Mobile marketing campaigns can be tracked and analyzed using
various metrics such as app downloads, click-through rates, conversion rates, app engagement,
and customer lifetime value. Insights from analytics help marketers optimize their campaigns for
better results.
Integration with Other Channels: Effective mobile marketing often involves integration with
other digital marketing channels such as social media, email marketing, and search engine
marketing to create cohesive and multi-channel experiences for users.

In summary, mobile marketing capitalizes on the prevalence of mobile devices to engage

consumers through personalized, location-aware, and optimized content delivered across various
mobile channels. It is an essential component of modern marketing strategies due to the
increasing reliance on mobile technology in consumers' daily lives.

Video Marketing on YouTube

YouTube is the largest video-sharing platform globally, making it a powerful tool for video
marketing. Here are some key points to consider:

Audience Reach: YouTube has over 2 billion logged-in monthly users, offering a vast audience
for marketers to reach. Its diverse user base spans demographics, interests, and geographic
locations.

Content Variety: Video content on YouTube can vary widely, including tutorials, product
demonstrations, vlogs, testimonials, advertisements, and more. Marketers can choose the type of
content that best suits their goals and target audience.

SEO Optimization: YouTube is also a search engine, making SEO (Search Engine Optimization)
crucial for video visibility. Optimizing video titles, descriptions, tags, and thumbnails can
improve discoverability and ranking in YouTube search results.

Engagement and Interaction: YouTube provides opportunities for engagement and interaction
with viewers through comments, likes, shares, and subscriptions. Building a community around a
brand or channel fosters loyalty and increases engagement.

Monetization: YouTube offers various monetization options for video creators, including ads,
channel memberships, merchandise shelf, Super Chat, and YouTube Premium revenue.
Marketers can leverage these features to generate revenue directly from their videos.
Analytics and Insights: YouTube Analytics provides valuable data on video performance,
audience demographics, watch time, engagement metrics, and more. Analyzing these insights
helps marketers understand their audience better and optimize their video marketing strategies.

Advertising Opportunities: YouTube offers several advertising options, including TrueView ads
(skippable and non-skippable), bumper ads, display ads, overlay ads, and sponsored content.
These ad formats allow marketers to reach their target audience based on demographics,
interests, and behavior.

Integration with Other Platforms: YouTube videos can be embedded on websites, shared on
social media platforms, and included in email marketing campaigns, extending their reach
beyond the YouTube platform. Cross-platform integration enhances brand visibility and
engagement.

Consistency and Quality: Consistently publishing high-quality, relevant content is key to

building a successful YouTube channel. Maintaining a regular upload schedule and ensuring
videos are well-produced and engaging helps attract and retain viewers.

In summary, video marketing on YouTube offers marketers a powerful platform to reach and
engage with a vast audience through a variety of content formats and advertising options. By
leveraging SEO, analytics, engagement features, and advertising opportunities, marketers can
maximize the effectiveness of their video marketing efforts on YouTube.

Introduction to Social Media Marketing

Social media marketing (SMM) refers to the use of social media platforms to connect with your
audience to build your brand, increase sales, and drive website traffic. Here are key points to
understand about SMM:

Platform Diversity: Social media encompasses a wide range of platforms, including Facebook,
Instagram, Twitter, LinkedIn, YouTube, TikTok, Pinterest, and more. Each platform has its
unique features, demographics, and user behaviors, offering diverse opportunities for marketing.
Brand Presence: SMM allows businesses to establish a presence on social media platforms by
creating profiles or pages for their brands. These profiles serve as digital touchpoints for
customers to interact with the brand, learn about its products or services, and engage with its
content.

Content Strategy: A successful social media marketing strategy hinges on creating valuable,
relevant, and engaging content tailored to the preferences of the target audience. Content formats
may include text posts, images, videos, infographics, polls, stories, and live streams.

Audience Engagement: SMM enables direct interaction with the audience through comments,
likes, shares, messages, and mentions. Engaging with followers fosters relationships, builds
brand loyalty, and encourages user-generated content.

Paid Advertising: Social media platforms offer advertising options for businesses to reach a
wider audience and target specific demographics based on factors such as age, gender, location,
interests, and behaviors. Paid advertising includes sponsored posts, display ads, video ads, and
influencer partnerships.

Analytics and Insights: Social media platforms provide analytics tools to track the performance
of marketing efforts. Metrics such as reach, engagement, impressions, clicks, conversions, and
demographics help marketers measure the effectiveness of their campaigns and make data-driven
decisions.

Community Building: SMM facilitates the creation of online communities around a brand or
topic. Building and nurturing a community fosters brand advocacy, word-of-mouth marketing,
and peer-to-peer support among customers.

Trends and Virality: Social media is highly dynamic, with trends, memes, and viral content
spreading rapidly across platforms. Marketers need to stay updated on current trends and adapt
their strategies to capitalize on viral opportunities while staying true to their brand identity.
Integration with Other Channels: SMM is often integrated with other digital marketing channels
such as email marketing, content marketing, search engine optimization (SEO), and influencer
marketing to create cohesive and comprehensive marketing campaigns.

In summary, social media marketing is a powerful tool for businesses to connect with their
audience, build brand awareness, drive engagement, and ultimately, achieve their marketing
objectives in the digital landscape. Understanding the dynamics of each social media platform,
crafting compelling content, engaging with the audience, leveraging paid advertising, and
analyzing performance metrics are essential elements of a successful social media marketing
strategy.

Facebook, Instagram, Linked-in, Twitter, Google G Suite and online marketing campaigns
on these Social Media platforms
Facebook:

● Audience: Largest social media platform with diverse demographics.

● Features: Profiles, pages, groups, events, Messenger.
● Content: Variety of content formats including text, images, videos, and live streams.
● Advertising: Robust ad platform with targeting options based on demographics, interests,
behavior.
● Campaigns: Create sponsored posts, carousel ads, video ads, lead generation campaigns.

Instagram:

● Audience: Predominantly younger demographic, visually focused.

● Features: Profiles, stories, IGTV, reels, direct messaging.
● Content: Emphasis on visually appealing content such as photos and videos.
● Advertising: Integrated with Facebook Ads Manager, targeting options based on interests,
behaviors.
● Campaigns: Sponsored posts, stories ads, carousel ads, influencer partnerships.

LinkedIn:
 ● Audience: Professional networking platform, business-oriented audience.
● Features: Profiles, company pages, groups, Pulse articles, messaging.
● Content: Industry insights, thought leadership content, job postings.
● Advertising: Targeting options based on job title, industry, company size.
● Campaigns: Sponsored content, sponsored InMail, display ads, lead generation
campaigns.

Twitter:

● Audience: Real-time updates, news-focused, diverse demographics.

● Features: Profiles, tweets, retweets, hashtags, direct messaging.
● Content: Short-form text updates, images, videos, links.
● Advertising: Targeting options based on interests, keywords, demographics.
● Campaigns: Promoted tweets, promoted trends, sponsored accounts.

Google G Suite:

● Tools: Suite of productivity and collaboration tools including Gmail, Drive, Docs, Sheets,
Slides, Meet.
● Features: Email communication, document sharing, real-time collaboration.
● Marketing Integration: Use Gmail for email marketing campaigns, Drive for storing and
sharing marketing assets, Docs and Slides for content creation.
● Campaigns: Collaborate on marketing plans, share documents, conduct virtual meetings.

Online Marketing Campaigns on these Platforms:

● Integration: Utilize each platform's unique features and audience demographics to tailor
campaigns.
● Content: Create engaging content relevant to each platform's audience and format.
● Consistency: Maintain consistent branding and messaging across all platforms.
● Analytics: Monitor performance metrics and adjust campaigns accordingly.
● Cross-Promotion: Promote campaigns across multiple platforms to maximize reach and
engagement.
 ● Testing: Experiment with different ad formats, targeting options, and messaging to
optimize campaign performance.

Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing

valuable, relevant, and consistent content to attract and retain a clearly defined audience. Here
are some key points about content marketing:

Audience-Centric: Content marketing revolves around understanding the needs, interests, and
pain points of the target audience. Content is tailored to address their challenges and provide
solutions.

Value Creation: Content aims to provide value to the audience rather than directly promote a
product or service. It may educate, entertain, inspire, or inform the audience, establishing trust
and credibility with them.

Diverse Formats: Content can take various forms, including blog posts, articles, videos,
infographics, podcasts, eBooks, case studies, whitepapers, and social media posts. The choice of
format depends on the preferences of the target audience and the goals of the campaign.

Storytelling: Effective content marketing often involves storytelling to engage and resonate with
the audience emotionally. Stories can help humanize the brand, evoke empathy, and create a
lasting impression.

SEO Integration: Content is optimized for search engines to improve discoverability and ranking
in search results. This involves using relevant keywords, creating high-quality and shareable
content, and adhering to SEO best practices.

Distribution Channels: Content is distributed through various channels such as the brand's
website, blog, social media platforms, email newsletters, guest posts, and third-party
publications. Each channel serves to reach and engage with the target audience.
Consistency and Frequency: Consistent publishing of high-quality content helps maintain
audience interest and engagement over time. A regular posting schedule ensures that the brand
remains top-of-mind for the audience.

Measurement and Analytics: Content marketing efforts are tracked and analyzed using metrics
such as website traffic, engagement metrics (likes, shares, comments), conversion rates, lead
generation, and ROI. Insights from analytics help refine and optimize content strategies.

Long-Term Strategy: Content marketing is a long-term strategy that focuses on building

relationships with the audience and nurturing them through the buyer's journey. It aims to create
brand advocates and loyal customers rather than achieving immediate sales.

Adaptability and Evolution: Content marketing strategies need to adapt to changes in consumer
behavior, technology, and industry trends. Marketers continuously refine their approach based on
audience feedback and performance data.

In summary, content marketing is a strategic approach focused on creating valuable content to

attract, engage, and retain a target audience. By providing relevant and informative content,
brands can establish themselves as thought leaders, build trust with their audience, and ultimately
drive profitable customer action.

Content creation process

The content creation process involves several key steps to ensure the creation of high-quality,
engaging content that resonates with the target audience. Here's an overview of the typical
content creation process:

Research and Planning:

● Identify the target audience: Understand their demographics, preferences, pain

points, and interests.
● Set clear objectives: Define the purpose and goals of the content, such as
increasing brand awareness, driving website traffic, or generating leads.
 ● Conduct keyword research: Identify relevant keywords and topics that align with
the audience's interests and search intent.

Ideation and Topic Generation:

● Brainstorm content ideas: Generate a list of potential topics and angles that
address the audience's needs and interests.
● Use tools and resources: Utilize brainstorming sessions, content calendars, trend
analysis, and competitor research to identify compelling topics.

Content Creation:

● Outline the structure: Create a clear outline or framework that organizes the main
points and sections of the content.
● Write the content: Develop the content according to the outlined structure,
ensuring clarity, coherence, and relevance.
● Incorporate visuals: Enhance the content with relevant images, graphics, videos,
or infographics to improve engagement and comprehension.
● Maintain brand voice: Ensure consistency in tone, style, and messaging to reflect
the brand's personality and values.

Editing and Proofreading:

● Review for accuracy: Verify facts, statistics, and references to ensure the content
is credible and trustworthy.
● Check for grammar and spelling: Proofread the content for errors in grammar,
punctuation, and spelling to maintain professionalism.
● Improve readability: Simplify complex language, break up long paragraphs, and
use formatting techniques (bullets, headings) to enhance readability.
Optimization:

● Optimize for SEO: Incorporate relevant keywords naturally into the content to
improve search engine visibility and ranking.
● Enhance user experience: Ensure the content is mobile-friendly, loads quickly,
and provides a seamless browsing experience for users.
● Add meta tags: Write compelling meta titles and descriptions that accurately
describe the content and entice users to click.

Review and Approval:

● Seek feedback: Share the content with stakeholders, subject matter experts, or
trusted colleagues for review and feedback.
● Incorporate revisions: Address any feedback or suggestions for improvement,
making necessary revisions to enhance the quality of the content.
● Obtain final approval: Obtain approval from relevant stakeholders or
decision-makers before publishing or distributing the content.

Publishing and Promotion:

● Choose the appropriate platform: Determine the best channel or platform to

publish the content based on the target audience and content type.
● Schedule publication: Plan the timing of content publication to maximize reach
and engagement, considering factors such as peak audience activity and industry
trends.
● Promote the content: Share the content across relevant channels, including social
media, email newsletters, and industry forums, to increase visibility and reach.

Monitoring and Analysis:

● Track performance metrics: Monitor key performance indicators (KPIs) such as

website traffic, engagement, conversions, and ROI to evaluate the effectiveness of
the content.
 ● Analyze audience feedback: Gather insights from comments, shares, and other
interactions to understand audience sentiment and preferences.
● Iterate and optimize: Use data-driven insights to refine future content strategies,
optimize performance, and continuously improve the content creation process.

Influencer marketing

Influencer marketing is a strategic approach that involves collaborating with individuals who
have a dedicated and engaged following on social media platforms to promote products, services,
or brands. Here are key points about influencer marketing:

Audience Reach: Influencers have built a loyal and engaged audience around specific niches or
interests, making them effective at reaching and influencing their followers' purchasing
decisions.

Trust and Authenticity: Influencers often have a strong relationship of trust with their audience,
built on authenticity, credibility, and relatability. Their recommendations are perceived as
genuine and trustworthy.

Types of Influencers: Influencers come in various sizes and categories, including celebrities,
macro influencers (100k+ followers), micro-influencers (10k-100k followers), and nano
influencers (1k-10k followers). Each type offers unique advantages based on campaign goals and
budget.

Targeted Reach: Influencers allow brands to target specific demographics, interests, or

geographic locations based on the influencer's audience demographics. This targeted approach
ensures that marketing efforts reach relevant consumers.

Content Collaboration: Influencer marketing involves collaborating with influencers to create

content that aligns with the brand's messaging and values while resonating with the influencer's
audience. Content formats may include sponsored posts, videos, stories, reviews, or product
placements.
Authenticity and Disclosure: Transparency is essential in influencer marketing, and influencers
are required to disclose any sponsored content or brand partnerships to their audience. Clear
disclosure maintains trust and compliance with advertising regulations.

Measurable Results: Influencer marketing campaigns can be tracked and measured using various
metrics such as engagement rate, reach, clicks, conversions, and return on investment (ROI).
These insights help evaluate campaign effectiveness and optimize future strategies.

Relationship Building: Building strong relationships with influencers is crucial for long-term
success in influencer marketing. Cultivating authentic partnerships, providing value to
influencers, and fostering open communication are key to fostering lasting collaborations.

Compliance and Guidelines: Influencer marketing campaigns must adhere to advertising

guidelines and regulations set by relevant authorities, such as the Federal Trade Commission
(FTC) in the United States. Compliance ensures transparency and ethical practices in influencer
marketing.

Continuous Evolution: Influencer marketing is an evolving field, influenced by changes in social

media algorithms, consumer behavior, and influencer trends. Staying updated on industry
developments and adapting strategies accordingly is essential for success in influencer
marketing.

In summary, influencer marketing leverages the influence and credibility of individuals on social
media platforms to promote products or brands to a targeted audience. By collaborating with
influencers, brands can reach new audiences, build trust, and drive engagement and conversions
effectively.