KMBN207:

DIGITAL
MARKETING
&
E-COMMERCE

UNIT - I
SYLLABUS (UNIT – I)
Introduction to Digital Marketing & Website and Blog Development:

Introduction to Digital Marketing and its Significance; Traditional

Marketing Vs Digital Marketing; Digital Marketing Process; The
contemporary digital revolution, digital transformation framework.
Types of websites, Keywords, Understanding Domain and Webhosting,
Building Website/Blog using CMS WordPress, Using WordPress Plug-ins;
Blog Creation: Including Headlines, Links, Posts ; Using various plug-ins
like Elimentor
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CHARACTERISTICS OF DIGITAL MARKETING:

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╸ Traditional Marketing is when the
marketing activities are undertaken
in a conventional fashion, i.e. by
way of newspaper, television radio
and magazine.

╸ As against, digital marketing is

when we use the online platform to
promote the products and services
of our company.
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The Digital Revolution refers
to the advancement of
technology from analog
electronic and mechanical
devices to the digital
technology available today.

The era started to during the

1980s and is ongoing.

The Digital Revolution also

marks the beginning of the
Information Era.
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The Digital Revolution is sometimes also called
the Third Industrial Revolution.

It is the era of digital electronic equipment that

started around the 1980s and is still continuing.

The widespread diffusion of telecommunications

and computer technology that is creating entirely
new ways of working and socializing as well as
challenging, and even destroying, many others.

It is the change from analog, mechanical, and

electronic technology to digital technology.
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How the Digital
Revolution progressed?
1947-1979 – The transistor, which was
introduced in 1947, paved the way for the
development of advanced digital
computers. The government, military and
other organizations made use of computer
systems during the 1950s and 1960s. This
research eventually led to the creation of
the World Wide Web.

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1980s – The computer
became a familiar
machine and by the end 1990s – By 1992, the World
of the decade, being Wide Web had been
able to use one became introduced, and by 1996
a necessity for many the Internet became a
jobs. The first cell phone normal part of most
was also introduced business operations. By
during this decade. the late 1990s, the
Internet became a part of
everyday life for almost
half of the American
population.
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2000s – By this decade, the Digital Revolution had
begun to spread all over the developing world;
mobile phones were commonly seen, the number
of Internet users continued to grow, and the
television started to transition from using analog
to digital signals.

2010 and beyond – By this decade, Internet makes

up more than 25 percent of the world’s population.
Mobile communication has also become very
important, as nearly 70 percent of the world’s
population owns a mobile phone. The connection
between Internet websites and mobile gadgets has
become a standard in communication.

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Digital Transformation
Framework
A digital transformation framework is a set of
guidelines and a long-term plan that
businesses utilize to help them navigate
through the challenging landscape of digital
transformation.
It's a tool used by businesses to find out how to
modify their current position to keep them
ahead of their competitors.
Why is this Framework Important?
 Guided Strategy
 Efficient Resource Allocation
 Enhanced Decision-making
 Customer-Centric Focus
 Scalability and Flexibility
 Organizational Alignment
Mckinsey

McKinsey, a prominent consulting firm, has developed a

comprehensive and proprietary framework designed to guide
organizations through digital transformation, known as the 4Ds.

Originally, digital transformation was structured around four pillars:

discovery, design, delivery, and de-risk. However, McKinsey has
recently evolved this framework to encapsulate data, design, and
distribution, highlighting the critical elements that drive
successful digital transformation initiatives.
Boston Consulting Group (BCG)
BCG's digital transformation framework is structured into three
phases: the quick short-term win, medium-term plans, and long-
term sustainability and transformation.
Cognizant
Cognizant's digital transformation framework addresses
four key pillars:
 Digitization of Customer Experience:
 Digitization of Organization
 Digitization of Operations
 Digitization of Products & Services
Steps To Create an Effective Digital Transformation
Framework:

1. Define Objectives

2. Devise a Practical Approach

3. Pick the Right Technology

4. Define How the Implementation Phase Should be

5. Keep Innovation at the Core

• How to Build a WordPress Website
Select a WordPress plan (WordPress.com only).
Set up your domain name and hosting provider.
Install WordPress.
Choose your theme.
Add posts and pages to your website.
Customize your website.
Install plugins.
Optimize your website to increase page speed.
Get inspired from WordPress website
examples.
1. Select a WordPress plan
(WordPress.com only).
To begin creating your website, select a WordPress
plan. As stated earlier, with WordPress.org you only
have one (free) plan option — but it requires you to
buy your domain, hosting provider, plugins, themes,
and everything else related to your WordPress site.
With WordPress.com, you’ll have to choose between
the five plans they offer
2. Set up your domain name and
hosting provider.
Setting up your domain name and choosing
your hosting provider for WordPress typically happen
around the same time in the website creation
process.

Before we talk about how to complete those tasks,

let’s discuss the difference between your domain
name and hosting provider.
Think about your domain name as your home address
— it’s how your visitors are able to locate your
website on the Internet.

You domain name will look something like this:

www.example.com.
Your hosting provider is like your house — it’s where
your website files are actually stored. Without a
hosting provider, your site wouldn’t have space on a
server to “live.” Some of the best WordPressing
hosting providers include WP Engine, Bluehost,
and Kinsta.
How to pick domain and hosting providers
Again, WordPress.org requires you to create your own
domain and find a third-party hosting provider for your
website. WordPress.com allows you to decide whether or
not you want a custom domain depending on the plan
you choose, but it takes care of the hosting for you.

Your hosting provider is important because it impacts

your website’s speed, security, and reliability. There are
hundreds of providers to choose from, which is why we
put together a list of 22 of the best WordPress hosting
providers to help you decide what will work best for you.
All of these providers meet WordPress’ three hosting
requirements:

> PHP version 7.4 or greater

> MySQL version 5.6 or greater OR MariaDB
version 10.1 or greater.
> HTTPS support

When considering hosting providers for your

WordPress site, make sure they meet all of the
above criteria.
For domain names, getting one is as easy as searching
and purchasing one through your domain registrar of
choice. If you are new to WordPress.com but have already
purchased and created a domain name elsewhere, no
problem — you’ll have the option to transfer or map it to
your WordPress website.

For the sake of this guide, let’s assume you do not yet
have a domain or hosting provider. Here’s how to start
creating your website with the popular hosting service
Bluehost.

First, head to Bluehost’s website and click Get Started.

From here, you’ll be taken to Bluehost’s pricing
page to choose from four plans.
Once you choose your plan and click Select, you’ll be
taken to another page to sign up with a domain name.
Once you select your domain name, you’ll
be brought to a page to complete your
account and billing information for your
purchase.
After confirming your account and purchasing
your domain, you will gain access to your
hosting dashboard where you’ll be able to
install the WordPress CMS.
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Housing.com
The brand created a lot of optimism and a new wave of identity with its
launch of the “Look Up” campaign bolstered by the usage of a logo which
projected the same meaning. Many people shared their #lookupmoments
and as a result, the brand generated a lot of interest and audience
connect.

Fevikwik
This controversial but smart ad was launched at the time when the
emotions of Indians and Pakistanis were at a high during an India –
Pakistan match. The #TodoNahiJodo campaign generated a lot of buzz
during this period although it was not marketed extensively.
Paytm
Much of what Paytm is today is thanks to its digital campaigns such as
#PaytmKaro and the ‘Seal of Trust’. It changed the scene of money
transactions in India and they coupled it with strong and efficient
customer support and service which had a great role to play in boosting
their brand especially around the period of the demonetization.

ICICI
ICICI launched its own mascot called the Cashvenger who would go
around teaching young people the benefits of going cashless and using
debit and credit cards. The campaign #LiveWithoutCash also contained
a series of creative images which generated a lot of interest among the
youth and helped them garner more interest in going cashless.