INSTITUTE-USB

DEPARTMENT-BBA
Bachelor Of Business Administration
Digital Marketing
BAT-260

DIGITAL MARKETING DISCOVER . LEARN .

EMPOWER
 DIGITAL
MARKETING
Course Outcome
CO Title Level Z
Number
CO1 To understand marketing in digital world Remember

CO2 To understand the concept of phygital Understand

marketing and global trends in DM

CO3 To understand digital marketing channels Understand https://in.images.search.yahoo.com/search/images;_ylt=AwrPiBeGi

and latest digital ad technologies. CldzwgA.ha7HAx.;_ylu=X3oDMTB0N2poMXRwBGNvbG8Dc2c
zBHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=digital+

CO4 To understand social media marketing Understand

campaigns and WOMM

CO5 To understand legal and ethical issues in Understand

Digital marketing and digital property 2
 DIGITAL
MARKETING

Digital marketing can be

described as actively promoting
products and services using
digital distribution channels as
an alternative to the more
traditional mediums such as
https://in.images.search.yahoo.com/search/
television, print and radio images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_ylu=X3oDMT
B0N2poMXRwBGNvbG8Dc2cz
BHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=digital+

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 Benefits of Digital marketing
1. Digital marketing is the most powerful form of marketing.
Digital marketing has the potential to transform the way that you reach and engage your
customers.
2. Using digital marketing tactics is the most cost-effective way to market your business.
One of the most important benefits of digital marketing is that it is the most cost-effective
ways to market your business. When it comes to traditional marketing, it’s very difficult for
small businesses with limited budgets to compete with larger businesses for ad space.
3. Digital marketing is the most measurable form of marketing.
While it can be difficult to track the success of a traditional marketing campaign like a radio
advertisement or mailer, every digital marketing tactic that you use is measurable.
4.It allows you to target your ideal buyers: With digital marketing, you can ensure that the right
consumers are viewing your content. SEO allows you to reach those consumers who are
searching the web for content and topics that are relevant to your business. While pay-per-
click, display, and social media advertising enables you to target those who are most likely to
be interested in your products or services based on demographic information and general
characteristics.
5. Digital marketing helps you connect with mobile customers:
Yet another one of the many benefits of digital marketing is that it allows you to connect with
consumers who are browsing and consuming content on their mobile devices. Over half of all
online users are accessing the web from a mobile device.
6. Available 24/7:
The World Wide Web never rests for any time. So, your advertisement will work for 24 hours.
Using the electronic industry, your advertisement will physically present for 24 hours a day
and 7 days a week and 365 days in a year. So, your advertisement will always be in front of
your targeted customers. This is one of the main important features of digital marketing that
we cannot avoid while talking about advantages and disadvantages of digital marketing.
7.Consumer’s Convenience to Shop Online:
Online shopping is a growing trend. For the popularity and capabilities of digital marketing,
customers are more interested in online shopping.
 Problems in Digital
Marketing

1. Digital marketing always creates negative public reactions.

Digital marketing will attract plenty of people within a targeted demographic. The only
trouble is not every person is going to have a positive response to your efforts. There
will be negative responses, especially from people who may feel like your brand has
wronged them in some way. There are trolls that may work to destroy your brand
reputation because it’s “fun” for them to do. Scammers, spammers, and other trouble is
lurking out there as well.
2. Digital marketing campaigns are very easy to copy.
It literally takes two clicks of the mouse to copy information from your campaign
efforts. Sometimes all that is needed to take away a market share from your efforts is to
trade out one logo for another one.
 3. Digital marketing can make it difficult to determine your ROI. Only 1 in 3 digital
marketers report that they can reliably measure the results they receive from their digital
marketing efforts. Another 1 in 3 digital marketers say that they don’t know if they are
measuring their metrics or Key Performance Indicators correctly. The other digital marketer in
that group of 3? Yeah – they don’t even know how to measure their ROI.

https://in.images.search.yahoo.com/search/
images;_ylt=AwrPiBeGiCldzwgA.ha7HAx.;_ylu=X3oDMTB0N2poMXRwBGNvbG8Dc2cz
BHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=advertising+
4. Negative Feedback:
In respect of social media, a single post, tweet or comment or any claim or any negative
feedback about your services or products can destroy your online reputation for a long time.
To make reputation, it takes much time, but to break it does not take much time. Even some
negative feedback may destroy the chance of growth of your business.
5. High Competition of Brands:
Talking about advantages and disadvantages of digital marketing, this is a great fault of digital
marketing. A customer and consumer must know about the high competition of brands. When
a customer searches for a specific goods or products, then the services having the same
marketing strategies, appear on the customer’s home page. So, this confuses the customer and
offers a better and cheaper quality product of a different company
 ASSESSMENT PATTERN
• Understanding of the subject will be assessed through question and answer technique in the
class
• 2 Mid semester tests will be conducted
• Students will appear for online quiz at the end of the semester
• Surprise test to be taken during the semester
• Regular assignments and case study discussion will be done to bring more clarity on the
subject

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 APPLICATIONS
• Role of marketing in digital world.

• Channels to be analysed in digital marketing

• Importance and scope of digital marketing

• Understanding of various digital marketing tools

• Appreciate the complexities of evaluation

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 REFERENCES

1. Puneet Singh Bhatia, Fundamentals of Digital Marketing- Pearson, New Delhi

2. The Art of SEO (3rd edition) – Eric Enge Prentice Hall of India.
3. Web Analytics 2.0 – Avinash Kaushik

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THANK YOU

For queries
Email: taniae7453@cumail.in

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