DIGITAL MARKETING

What is Digital Marketing?

 Digital marketing is a type of marketing that involves the use of various digital
platforms to market a product or service.
 This type of marketing can be carried out through websites, social media, and search
engines.
 During the 1990s, digital marketing became very popular.
 In marketing, a company uses various tactics to promote its goods and services to its
target market. This process involves a combination of sales and advertising savvy.
 Professionals in this field are known as "online marketers." Due to the rise of new
technology and the increasing number of marketing trends, companies have had to
change their strategies.

Importance of Digital Marketing –

Omni-Channel Approach:

 Identifies and targets ideal customers.

 Opens new opportunities for customer engagement.
 Emphasizes conversational social media, SEO-optimized video content, and
personalized emails.

Better Reach:
 Leverages increased internet usage.
 Ensures reaching target audiences at the right time.
 Highlights the importance of an engaging online store.
Increase in Brand Awareness:

 Helps large businesses maintain a competitive edge.

 Allows small businesses to establish their brand.
Return on Investment (ROI):

 Digital marketing provides significant ROI.

 SEO offers higher ROI compared to email marketing, social media, and PPC.
 Organic traffic from SEO is more profitable.
Global Expansion:
 Essential for international business reach.
  Connects with potential customers worldwide.
 Utilizes various digital marketing tools to expand operations.

Benefits of Digital Marketing

1. Global Reach: Access a global audience beyond geographical constraints.
2. Cost Efficiency: Achieve high ROI with modest budgets.
3. Measurable Results: Track and analyze user interactions precisely.
4. Effective Targeting: Pinpoint and engage your ideal audience.

5. Increased Engagement: Facilitate two-way communication with customers.

6. Flexibility: Adjust strategies and approaches as needed.
7. Improved Conversion Rate: Achieve higher conversion rates than traditional
methods.
8. Social Currency: Create viral content to enhance brand visibility.

9. Greater ROI: Maximize value and clearly attribute sales and conversions.
What is Internet Marketing?
Internet marketing, or online marketing, promotes goods and services on the internet. It
serves as a primary strategy for reaching and engaging audiences, beyond traditional
methods like newspapers and TV. The aim is to stand out in a crowded market by leveraging
the high consumer interest in online activities and the increasing internet usage.
With 80% of Americans using the internet regularly and 97% searching for products they
buy, maintaining an online presence is crucial for businesses. Even small businesses should
utilize online listings, like the Yellow Pages, to stay competitive. Internet marketing, through
free or paid methods, ensures visibility and effective audience engagement.
Types of Online Marketing

 Email Marketing: Sending advertisements and promotional content via emails to a

maintained email directory.
 Search Engine Optimization (SEO): Increasing website visibility in search results
through on-page and off-page optimization.
 Search Engine Marketing (SEM): Boosting website visibility in search engines using
paid ads and organic SEO.
 Social Media Marketing: Promoting a business on social media platforms like
Facebook, LinkedIn, and Twitter.

 Affiliate Marketing: Hiring third parties (affiliates) to market a business's content

online.

11 Types of Digital Marketing Channels: Which One Should You

Choose?
1. Search Engine Optimization (SEO)
SEO is the organic way to rank the website and it takes time to show the results in SERPs
(Search Engine Result Page).
2. Search Engine Marketing (SEM)
SEM is the practice to promote websites by increasing their visibility on Search Engine
Results Pages (Paid).
3. Email Marketing
Email Marketing is a process to communicate with your customers through emails.
4. Social Media Marketing (SMM)
SMM is the practice of using social media platforms to build brands, grow sales, and drive
traffic to websites.
5. Social Media Optimization (SMO)
SMO is a subset of Social Media Marketing (SMM) that specifically focuses on optimizing
social media profiles and content for better visibility, engagement, and reach.
6. Content Marketing

Is the process where you plan. create, publish. and distribute your content.
7. Affiliate Marketing
Is the process to promote another company's products or services to earn commission.

8. Influencer Marketing
In which a brand collaborates with the online influencer to promote its products and
services.
9. Video Marketing

We use videos to promote and market our brand product or service.

10. Display Advertising
Placing banner ads or interactive advertisements on websites, apps, or social media
platforms to increase brand visibility.

11. Mobile Marketing

Targeting mobile device users through SMS marketing, mobile apps, or optimized websites
for mobile browsing.

Types of Business Models

 Retailer: Buys finished goods and sells directly to customers. (Example: Costco
Wholesale)
 Manufacturer: Produces finished products from raw materials and sells to
distributors, retailers, or customers. (Example: Ford Motor Company)
 Fee-for-Service: Charges for services provided, often specialized. (Example: DLA Piper
LLP)
 Subscription: Offers ongoing services or products for regular payments. (Example:
Spotify)
 Freemium: Provides basic services for free and charges for premium features.
(Example: LinkedIn/LinkedIn Premium)
 Bundling: Sells multiple products together at a discount. (Example: AT&T)
 Marketplace: Hosts a platform for transactions and earns compensation. (Example:
eBay)
  Affiliate: Pays entities to promote products, earning compensation based on sales.
(Example: Social media influencers)
 Razor Blade: Sells a durable product at a low cost and high-margin consumables.
(Example: HP printers and ink)
 Reverse Razor Blade: Sells a high-margin product and offers low-cost or free
consumables. (Example: Apple iPhones and apps)
 Franchise: Expands a business through franchisees, sharing profits. (Example:
Domino's Pizza)

 Pay-As-You-Go: Charges based on usage rather than a fixed fee. (Example: Utility
companies)

 Brokerage: Connects buyers and sellers, earning a commission. (Example: ReMax)

POEM Framework
 Paid Media

o Definition: Marketing channels requiring payment.

o Characteristics: Quick ROI, easy to track, least credible.

o Examples:
 Social Media Marketing: Paid campaigns on platforms like Facebook,
Twitter, Instagram, LinkedIn.
 Display Ads: Eye-catching visuals for brand awareness.
 PPC/SEM: Ranking higher on search engines (Google, Bing, Yahoo).
 Owned Media
o Definition: Media channels controlled and owned by the brand.
o Characteristics: Cost-effective, versatile, long-lasting.
o Examples:
 Websites: Strong brand representation.
 Blog Posts: Brand voice communication.

 Social Media Pages: Engagement on Instagram, Facebook, LinkedIn,

Telegram.
 Earned Media

o Definition: Organic exposure and recognition from others.

o Characteristics: No investment required, inbound marketing.
 o Examples:
 Word-of-Mouth Marketing

 Viral Marketing
 Press Releases
 Publicity

Inbound and Outbound marketing

10 Types of Digital Transformation Models

Here are ten types of digital transformation models to consider.
1. Horizon-based models
A horizon-based model breaks the digital transformation initiative into phases, or “horizons.”
Each horizon focuses on a specific timeframe, priorities, and objectives.
A horizon-based digital transformation model might audit and optimize existing technology
and processes in Horizon 1, invest in emerging opportunities and enhance existing strengths
in Horizon 2, and focus on future long-term growth in Horizon 3.
2. Capability maturity frameworks
A capability maturity framework uses stages of maturity to determine where a company
should focus its digital transformation efforts. Various areas within the organization, such as
data utilization and technology adoption, are measured for disruption readiness to find the
best opportunities for digital improvements.
3. Staged roadmap models
A staged roadmap model is one of the most commonly used in digital transformations. It
breaks down the initiative into sequential steps and stages, with each stage having a defined
objective, milestone, and timeline. Each stage builds on work done in the previous step until
the transformation is complete.
4. Business architecture frameworks

Business architecture frameworks are used to help organizations align digital transformation
initiatives with larger business goals. The framework uses the organization’s architecture and
capabilities to ensure digital solutions match process needs and enable valuable innovation.
5. Taxonomy-based models

Taxonomy-based models use classification systems to categorize, organize, and prioritize

digital transformation initiatives. Organizations can use the various categories to determine
what should be implemented first and the overall impact each initiative might have.
6. Strategic pillar models

A strategic pillar model uses core areas of focus to shape a digital transformation journey.
Each pillar represents a critical component of the organization’s digital transformation goals,
such as customer experience or workforce productivity.
Innovation and implementation strategies are then created considering each pillar
individually and as part of the whole.

7. Lifecycle evolution models

A lifecycle evolution model considers that digital transformation efforts should be iterative
and ongoing to keep up with changing business needs. Rather than approaching
transformation as a one-and-done effort, lifecycle evolution models go through stages of
growth, optimization, and re-evaluation.

8. Component frameworks
Component frameworks break down complex digital transformation processes into elements
that are easier to manage and implement. Each element functions as a building block that
can be worked on individually while still coming together to be a part of the larger goal.
9. Innovation-centric models

Innovation-centric digital transformation models focus on creating a culture of

experimentation and creativity. It encourages developing and integrating innovative
processes, and identifying opportunities to use advanced and emerging technologies to stay
optimized.
10. Agile and iterative approaches
An agile and iterative approach to digital transformation prioritizes moving quickly to adapt
to market changes. Using continuous feedback loops, the digital transformation journey is
broken into smaller phases that can be adjusted, changed, and optimized to align with
changing business requirements.

4’c of Digital Marketing

 UNIT – II

What Is Social Media Marketing (SMM)?

Why Is Social Media Marketing (SMM) So Powerful?

The power of SMM is driven by the unparalleled capacity of social media in three core
marketing areas: connection, interaction, and customer data.
Connection
Not only does social media enable businesses to connect with customers in previously
impossible ways, but there is also an extraordinary range of avenues to connect with target
audiences—from content platforms (like YouTube) and social sites (like Facebook) to
microblogging services (like X).
Interaction

The dynamic nature of the interaction on social media—whether direct communication or

passive liking—enables businesses to leverage free advertising opportunities
from eWOM (electronic word-of-mouth) recommendations between existing and potential
customers. Not only is the positive contagion effect from eWOM a valuable driver of
consumer decisions, but the fact that these interactions happen on the social network
makes them measurable. For example, businesses can measure their social equity—a term
for the return on investment (ROI) from their social media marketing campaigns.
Customer Data

A well-designed social media marketing plan delivers another invaluable resource to boost
marketing outcomes: customer data. Rather than being overwhelmed by the 3Vs of big
data (volume, variety, and velocity), SMM tools have the capacity not only to extract
customer data but also to turn this gold into actionable market analysis—or even to use the
data to crowdsource new strategies.
Consider how different demographics may not have equal access to social media. Relying
only on digital or online marketing may unintendedly exclude certain groups of people
without online access.

SMM Action Plan

The more targeted your SMM strategy is, the more effective it will be. Hootsuite, a leading
software provider in the social media management space, recommends the following action
plan to build an SMM campaign that has an execution framework as well as performance
metrics:3
 Align SMM goals to clear business objectives

 Learn your target customer (age, location, income, job title, industry, interests)
 Conduct a competitive analysis of your competition (successes and failures)
 Audit your current SMM (successes and failures)

 Create a calendar for SMM content delivery

 Create best-in-class content
 Track performance and adjust SMM strategy as needed
How to Create a Social Media Content Strategy
1. Set Clear Social Media Goals

 Align goals with business objectives

 Common goals:
o Increase brand awareness by X% in next quarter
o Generate X% more leads over the next year
o Increase social media traffic by X% over six months

 Choose KPIs to measure progress: reach, follower count

2. Understand Your Audience
 Perform audience research
 Use tools like Semrush’s One2Target
 Identify demographics, socioeconomics, and behavior
 Create target audience personas

3. Conduct Competitor Research

 Analyze competitors using Semrush Social
 Compare audience size, activity, and engagement
 Gain insights from competitors' content strategies

4. Choose the Right Social Platforms

 Use audience and competitor research to select platforms
 Consider platform specifics:
o Facebook: B2B and B2C
o Instagram: B2C with engaging photos

o X (Twitter): Support/service inquiries

o Pinterest: Ecommerce and visual businesses
o YouTube: Consistent video content
o LinkedIn: B2B thought leadership
o TikTok: Lifestyle-focused B2C

5. Develop a Social Media Content Plan

 Brainstorm relevant post topics
  Analyze hashtags and competitors' posts
 Decide on post types (e.g., UGC, videos, reviews)

 Create a social media calendar to maintain consistency

6. Create an Engagement Plan
 Actively participate in conversations
 Ask questions, run polls, and competitions
 Respond promptly to replies and messages

 Use tools like Social Inbox to manage communication

7. Create and Post Content
 Use tools like Semrush’s AI Social Content Generator
 Schedule posts using tools like Social Poster
 Batch create and schedule posts to save time

8. Measure Your Performance

 Revisit KPIs to assess success
 Use Social Analytics for data insights
 Adjust strategy based on performance metrics
o KPIs examples: Reach, follower count, conversion rate, organic social traffic

Influencer marketing
Influencer marketing is a form of marketing that enables businesses to collaborate with
individuals who have a following for increased brand exposure. Companies may ask a person
with a large following to publish social media content that promotes their products or
services.

Tips for working with social media influencers

If you want to partner with social media influencers to grow your audience, there are several
tips you can follow. They include:

 Partner with influencers that align with your brand's message. You don't want to
work with someone who can reflect poorly on your business.
 Don't focus on the number of followers they have. You don't necessarily need to
focus on the number of followers an influencer has. Instead, it's a good idea to pay
attention to the relationship they have with their followers. This is because a
 campaign may not do well if an influencer has a million followers but a low
engagement rate.
 Create an agreement. Creating a formal agreement in writing helps avoid confusion
and ensures each party knows their responsibilities.
 Provide value. While you can pay influencers, you also want to provide them with
more value than just money. For example, can you help them boost their exposure?
Will this partnership be mutually beneficial?
 Research influencers before making contact. Looking for the right influencer is almost
like searching for the right employee for your business. Take the time to review what
they post and assess partnerships they’ve had in the past to ensure they’re a good
fit.

Content Marketing
Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media. This approach
establishes expertise, promotes brand awareness, and keeps your business top of mind
when it’s time to buy what you sell.

What is a Digital Marketing Campaign?

A digital marketing campaign is a well-planned and coordinated effort to promote a product,
service, or brand to a specific audience through digital channels. It entails using various
tactics, such as Search Engine Optimization (SEO), Pay-Per-Click (PPC), social media
marketing, email marketing, and content marketing. This is done to achieve marketing
objectives such as lead generation, website traffic, brand awareness, and sales growth.
What Makes a Good Digital Marketing Campaign?
A good digital marketing campaign achieves its objectives while providing a positive user
experience to the target audience. Here are some key elements that contribute to the
success of a digital marketing campaign:
 Clear objectives: A digital marketing campaign must have marketing objectives that
are specific, measurable, and aligned with overall business goals
 Defining the target audience: Knowing who the campaign is aimed at and tailoring
your message to that audience is critical. Moreover, understanding their pain points,
interests, and behavior is all part of this
 Strategic approach: Selecting appropriate digital channels, crafting content, and
defining messaging and offers. Moreover, selecting appropriate marketing tactics that
align with the target audience is also vital
 Quality content: Relying on copywriting, visuals, video, and other interactive
elements, to capture audience’s attention and keep them engaged
 Consistency: Using the same message across all digital channels creates a unified
experience for the audience, strengthens brand recognition, and fosters trust
 Effective Calls to Action (CTAs): CTAs prompt the audience to take action, such as
filling out a form, making a purchase, or subscribing to a newsletter
 Analytics and optimization: The campaign ought to be continuously monitored,
tested, and optimized based on data and feedback to ensure the best possible return
on investment
 UNIT -3
1) What is SEO?
SEO or Search Engine Optimization is defined as the process of improving (optimising) the
visibility of a website/webpage on Search Engines, such as Google, Bing, etc.
The higher your pages appear in search results, the greater the chance they are discovered
and clicked on. The objective of Search Engine Optimization (SEO) is to attract website
visitors who can turn into customers, clients, or a loyal audience that consistently returns.

2) Why do we need SEO?

We need Search Engine Optimization for the following aspects:
 To improve the quality of our website

 To increase web traffic

 To increase visibility
 To enhance user experience

 To gain a competitive advantage

 For analysis and monitoring of the website
Suppose you have a website, that deals with either of the following:
 Products you sell.

 Services you provide.

 Information on topics in which you have deep expertise and experience.
Now if you don’t do Search Engine Optimization (SEO), let’s say your website ranks at rank
45 in the Google Search results, resulting in 100 unit conversions. Now, on the other hand,
the website ranking in the 1st position on Google Search for the same product has a
conversion rate of 10,000. So if you think about it, you are losing around 9,900 potential
customers just because you are not on the 1st position. This is the main reason why we need
SEO.

1.3) Basics of SEO

Some of the basic components of the SEO are as follows:
1. Keyword Research: Identify the most relevant keywords for your target audience.
Use tools like Google Keyword Planner, SE Ranking, SEMrush, or Ahrefs to find
keywords with a good balance of search volume and competition.
 2. On-Page SEO: Optimize your content and HTML source code for search engines.
Include target keywords in the title tag, meta description, headers, and throughout
the content. Ensure your website has a clear and organized structure with easy
navigation. Website SEO Checker like SE Ranking can help you detect areas for
improvement and optimize your website accordingly for better rankings.
3. Quality Content: Create high quality, and relevant content for your audience.
Regularly update your content to keep it fresh and relevant. Use a variety of content
types, such as text, images, videos, and infographics.
4. Off-Page SEO: Build high quality backlinks from reputable websites to increase your
site’s authority. Engage in social media to increase your online presence and promote
your content. Encourage social sharing and participation.
5. Technical SEO: Ensure your website is technically perfect and easily crawlable by
search engines. Optimize page speed for better user experience and search engine
ranking. Implement a mobile-friendly design as it is a crucial ranking factor.
6. User Experience (UX): Provide a smooth user experience on your website. Improve
site navigation and structure to make it easy for users to find information. Reduce
bounce rates by offering engaging and relevant content.
7. Analytics: Use tools like Google Analytics to monitor your website’s performance.
Keeping track on important indicators such as organic traffic, conversion rates, and
keyword rankings. Analyze data to make the most appropriate decisions.
1.4) How Does SEO Work?
The most important topic that you need to learn in this SEO Tutorial is how does this SEO
search optimisation works. SEO works by optimizing various elements of a website to make
it more accessible to search engines, ultimately improving its visibility and ranking in search
engine results pages (SERPs). The goal is to increase organic traffic to the website.
1. Search Engine Crawling: Search engines, like Google, use automated bots (spiders or
crawlers) to navigate the web. These bots follow links from one page to another,
discovering and indexing content on websites.
2. Indexing: Once a page is crawled, its content is analyzed and stored in the search
engine’s index. The index is like a massive library catalog that the search engine refers
to when users enter a search query.
3. Ranking Algorithms: Search engines use complex algorithms to determine the
relevance and authority of indexed pages for specific search queries. Algorithms
consider numerous factors, including keyword relevance, content quality, user
experience, backlink profile, and more.
4. Keyword Relevance: Search engines assess how well a page’s content aligns with
user search queries. Keyword optimization involves strategically using relevant terms
in titles, headers, meta tags, and throughout the content.
 5. Content Quality: The quality of content is crucial. Search engines aim to deliver
valuable, informative, and engaging content to users. Content that satisfies user
intent and provides a comprehensive answer to a query is more likely to rank higher.
6. Backlinks: Backlinks, or inbound links, are links from other websites to your site. They
are a signal of trust and authority. High-quality, relevant backlinks can positively
impact a site’s ranking.

What is On-page Optimization?

On-page optimization is the process of optimizing website content and HTML code to
increase visibility in search engines and improve a website's ranking. This includes keyword
research, meta tag creation, URL structure setup, heading tags, internal linking strategies,
backlink analysis, etc.

On-page optimization ensures that all elements of the web page are properly optimized for
better visibility and higher rankings in SERPs (Search Engine Results Pages). It also helps
boost organic traffic from visitor searches as visitors have a better chance of finding what
they’re looking for on your page.

Additionally, by using on-page SEO techniques such as adding relevant keywords throughout
the content you can maximize your chances of achieving higher click-through rates which
will help drive more leads and sales to your business.

What is Off-page Optimization?

Off-page optimization is the process of improving a website's visibility, ranking, and authority
on search engines by utilizing tactics that go beyond what can be done on the site itself. This
includes link building, social media marketing, content promotion, and other activities that
help to generate more online exposure for a website or business.

Link building involves getting links from other websites pointing back to your own in order to
increase its reputation with search engines. Social media marketing involves creating
relationships with influencers within your industry and leveraging those relationships into
additional traffic for your website or business.

Content promotion focuses on distributing valuable content across various platforms such as
blog posts, press releases, and webinars in order to draw attention to their brand or product
offering. All of these off-page strategies work together to help improve the visibility of a
website in organic (non-paid) search engine results pages (SERPs).
The main benefits of on-page and off-page optimization are increased visibility,
higher search engine rankings, more traffic to your website, improved user experience,
better brand recognition and awareness, higher conversion rates, and increased sales. These
benefits are achieved by optimizing both the content within a website as well as links from
external sources that point towards it.
On-page optimization involves making sure that the HTML page code is optimized for search
engines such as Google or Yahoo! Off-page optimization focuses on building relationships
with other websites or blogs in order to generate backlinks from them to your own website.

Techniques Used in On-page and Off-page Optimization

On-page optimization involves making changes to the website itself. This includes optimizing
titles, headings, URLs, and content for relevant keywords and phrases. It also involves
ensuring that all images have alt tags, adding internal links throughout the page, and using
correct HTML markup where necessary.
Off-page optimization refers to activities outside of your website that aim at improving its
search engine rankings. This may include link-building campaigns such as guest blogging or
directory submission as well as social media marketing campaigns on sites like Facebook and
Twitter.
Additionally, off-page SEO can involve leveraging other websites’ authority by getting them
to link back to your own site through things like press releases or blog posts about related
topics. Finally, it is important not to forget about local SEO efforts which could include
creating a Google My Business account and listing in online business directories such as Yelp
or Yellow Pages.

Conclusion
In conclusion, on-page and off-page optimization are essential elements of a successful SEO
strategy. On-page optimization involves optimizing the content on your web pages to make
them more attractive and relevant to search engine algorithms. Off-page optimization
involves building relationships with other webmasters and websites related to yours in order
to gain backlinks which will help your website rank higher in the SERPs. Both types of SEO
are crucial for achieving high organic rankings and an overall successful digital marketing
campaign.

What Are Keywords?

Keywords are concepts and subjects that define the topic of your article. They are the words
and phrases visitors type into search engines, often known as “search queries” in SEO. These
are your significant keywords if you reduce everything on your website — photos, video,
writing, etc. — to essential words and phrases.
As the administrator of a website and content producer, you want the keywords on your
page to apply to what people are looking for so that they may find your material among the
results.

Types Of Keywords
Long-Tail Keywords

These are often the most lengthy search phrases for a specific audience or issue. These
keywords have few competitors. The keywords also have a low search volume, making them
easier to rank. “Best running shoes for injured knees” is an example of a long-tail keyword.
Short-Tail Keywords
These are sometimes referred to as generic keywords. The popular, broad search terms lead
to plenty of search traffic. This sort of keyword has fewer than two phrases. “Running shoes”
is an excellent example of a short-tail keyword.
Mid-Tail Keywords
These keywords sit between short-tail and long-tail keywords. Despite having a lower visitor
volume, mid-tail keywords have more excellent conversion rates and less competition than
other keywords.
Why Are Keywords Important?
Keywords are crucial because they connect what people want to the material you’re giving
to meet that demand.
Your aim in ranking on search engines is to attract organic visitors to your website from
search engine result pages (SERPs). The keywords you select to target (including those in
your content) will impact the traffic you receive. For example, if you run a golf shop, you may
desire to rate for “new clubs,” but if you aren’t cautious, you might wind up drawing
customers looking for a new location to boogie after dark.
Keywords are as relevant to your audience because they concern your content, as you may
explain what you give differently than others.
To generate content that ranks highly organically and draws visits to your page, you must
understand the demands of those visitors – the terminology they are using and the data
they want. You may accomplish this by speaking with your consumers, participating in blogs
and local groups, and conducting keyword research using a program like Keyword Explorer.
Organic Search vs Paid(Inorganic) Search

S.
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What Is a Blog?
A blog (short for “weblog”) is an online journal or informational website run by an individual,
group, or corporation that offers regularly updated content (blog post) about a topic. It
presents information in reverse chronological order and it’s written in an informal or
conversational style.
What Is a Blog Used For?
When blogs first appeared on the world wide web, their goal was mainly personal use, such
as sharing stories, interests, and thoughts. We will take a look at the most common uses for
a blog:
To Educate Others and Build Online Presence
While a blog’s function remains the same, the type of content is more diverse. While many
blogs still work like online diaries, some have started blogging to educate others on a specific
subject or to build a professional online presence.
To Help a Business With Brand Awareness
Many organizations and businesses use blogs as part of their content marketing strategies to
boost brand awareness and increase conversions.

To Promote Programs And Attract Visitors

For instance, many businesses create blogs to promote their programs in the hope of
attracting more visitors and leads. We see this often with educational institutions where
they try to attract more students to enroll in their programs.
What Makes a Great Blog?
If you plan to create your own blog, it is helpful to know what makes an excellent one in the
first place. Typically, you can expect to find the following elements in successful blogs:
 High-quality blog content. The content should demonstrate expertise,
authoritativeness, and trustworthiness (EAT). It is also important to use easy-to-
understand language and formatting to make the blog post digestible.
 Inviting headlines. These reveal what the content is about and help attract visitors to
the content, as around 80% of people will click search engine results if the headlines
are compelling.
 Regularly-updated content. A regular publishing schedule helps people know when
to visit the blog for new content. Search engines also prioritize fresh and up-to-date
content, helping increase rankings and website traffic.
 Smooth user experience (UX). Other than attractive design, great blogs generally
have a seamless page experience as it is an important element in blog search engine
optimization (SEO). It includes mobile friendliness, HTTPS, and loading speed –
including improving Core Web Vitals, the performance metrics assessing how good
user experience is.
Expert's Tip
You should try to write content at least three times a week and eventually move up to once
a day. Also, consider posting in the mornings – according to your target audience’s time zone
– as it helps encourage email traffic and social shares.
 Active reader engagement. It refers to any type of action readers take when visiting
a blog, such as reading the article from start to finish, leaving comments, and sharing
the blog post on their social media profiles.
 Good user interface (UI). A blog needs an aesthetically pleasing web design to make
a memorable first impression, including layout, typography, and icons. Blogger
owners also have to ensure that the design is simple, intuitive, and consistent
throughout the entire blog.
Besides sharing personal stories, make the blog unique by experimenting with designing the
website. For example, Social Media Examiner created a jungle theme and mascots for its
blog, while the Dropbox blog uses charming illustrations for its featured images.
7 Types of Blogs
Now that you have learned the definition of blogging and what makes a blog successful, let’s
discuss the seven common types of blogs.
 Personal blog. This type of blog usually works like an online diary where the blogger
shares opinions, often not aiming to reach a target audience or sell an item. Personal
blogs can discuss various subjects, from family events and self-reflection to work
projects.
 Niche blog. Provides information on a particular topic, usually related to the
blogger’s passions, skills, and knowledge. Examples of this blog type include book
blogs, food blogs, and lifestyle blogs.
 Multimedia blog. It uses a blog format but publishes multimedia content, like videos
and podcasts, instead of written posts. It also usually includes the video or podcast’s
summary, table of contents, and essential quotes.
 News blog. Content on this blog focuses on the latest happenings and new releases
in a specific industry. Unlike other blogs, news blogs typically do not usually include
opinions or personal content.
 Company or business blog. Its primary purpose is publishing content relevant to a
company’s industry or updating the target market regarding any changes within its
business. It may be a section on a company website or an independent site.
 Affiliate blog. A blog based on affiliate marketing – the practice of promoting a third
party’s products and services. Affiliate blog owners will receive a commission when
someone purchases from their custom links. Typical articles on this blog include
product reviews and “best-of” listicles.
 Reverse blog. Also known as group blogs, multiple authors create blog posts on
related topics and the blog owner is the one who proofreads and posts content.

Paid marketing
Paid marketing is one of the quickest ways to help potential customers discover your brand
and offerings. With paid marketing, you purchase advertising that allows you to specifically
target audiences, instead of waiting for them to find you organically.
Typically, paid marketing is displayed on search engine results pages (SERPs) and social
media channels. When creating paid marketing ads, you select a specific channel, such as
Google Ads or Facebook, and then define the target customer based on criteria ranging from
location, search terms, interests, demographics, previous purchases, and other pages visited.
Both of these types of paid marketing are pay-per-click, meaning you only pay when
someone clicks. You typically set a maximum budget, such as $500, and then the ad runs
until your budget is used up.

Google AdWords
Google Ads (Formerly known as Ads) is a service that lets businesses run ads and reach
ready-to-buy customers. There are various ad formats available through the platform,
including display ads, video ads, search ads, and app ads to reach as broad an audience as
possible.
With Google Ads, advertisers can target websites of interest, remarket to specific audiences,
run ads on different apps, and create video ads that play before or during other relevant
videos. Search ads appear on Google search, while app ads can be run anywhere across the
Google network, including within another app.
Because of the vast amount of opportunities available, Google Ads can play a major role in
marketing and growing a brand or business online. This is particularly true with search
advertising, where keywords can be targeted to reach potential customers directly.

What is an SEM campaign?

An SEM campaign is an online ad campaign.
You can create an SEM campaign in Google Ads and Bing Ads, as well as on social media
networks that allow advertising, like Facebook and Instagram. While SEM focuses on
advertising in search results, some marketers extend SEM to include news feeds on social
media.
Like any other ad campaigns, SEM campaigns feature the following hierarchy:
1. Account
2. Campaign

3. Ad groups
When you create an SEM campaign, adhere to best practices for campaigns and ad groups.
For example, if you’re building an SEM campaign to promote your resort’s spa center, then
you should make individual ad groups for each spa feature. You may have an ad group for
massage services and another for salon services, for instance.
Types of SEM Campaigns and Choosing the Best for Your Digital
Business
Many agencies offer SEM services, and while clients trust the results due to their
investment, it’s crucial to analyze which type of SEM campaign is best suited for your
strategy. Here are the main types of SEM campaigns, their characteristics, and benefits:
 Search Network Campaigns
o Target Audience: Users with high purchase intent.
o Key Features: Keyword selection, compelling ad copy, clear call-to-action.
o Benefits: Drives traffic, increases conversions, boosts online presence and
sales.
 Shopping Network Campaigns
o Target Audience: E-commerce customers on Google Shopping.
o Key Features: Product segmentation, optimized bidding strategies, detailed
product info (prices, ratings, reviews).
o Benefits: Enhances online presence, reaches more potential customers,
promotes a variety of products, increases sales.
  Display Network Campaigns
o Target Audience: Broad audiences across websites, apps, and videos.
o Key Features: Banners, text ads, rich media formats, personalized targeting
(demographics, interests, locations).
o Benefits: Complements SEM strategy, increases brand visibility, targets
specific audiences, utilizes remarketing.
 Video Campaigns
o Target Audience: Engaged viewers on YouTube and Google Display Network.
o Key Features: In-stream ads, video discovery ads, skippable ads.

o Benefits: Builds brand awareness, engages customers personally, drives

conversions.
Creating SEM Campaigns with Google Ads
 Tools and Settings: Keyword research, ad production, optimization, targeting
(location, language, device).
 Analytics: Comprehensive reporting to monitor performance and make adjustments.
 Benefits: Tailored campaigns to fit budget and goals, maximized ROI, achievement of
business objectives.
Choosing the right SEM campaign type involves aligning it with your business goals, target
audience, and budget to ensure maximum effectiveness and return on investment.
 UNIT 4
1. Canva
Canva, particularly for small businesses or social media managers, is a really helpful tool. It
helps you create great infographics or graphic designs for all your social
media marketing channels.
What does it do?
Canva helps you create visual content for your social media. You can start with templates,
and use your own images as well as stock photos.
It’s super easy with Canva to create images for your posts, videos, or stories, and in all
formats for your different social media channels.

2. Hootsuite
Now that you have beautiful posts and stories and are ready to publish, you might need
another type of tool, a social media scheduling tool like Hootsuite.
What does it do?
Hootsuite is a tool that helps you schedule your social media posts in advance. Nowadays it’s
a must to have a scheduling tool like this in your marketing toolbox. It can also help with
your social media listening, by following all your social media mentions, hashtags and what’s
going on in your industry.

3. Hotjar is a great tool to make sure your content is understood, you can use
their heatmaps to see where your audience clicks and how they scroll through
your landing pages. This can help tremendously when you want to optimize your conversion
rate, whether for an ecommerce site or any other digital inbound marketing goals.

4. Buffer is an intuitive, streamlined social media management platform trusted by small businesses
and individual creators to help drive meaningful engagement and growth on social media.

From Buffer, you can manage every aspect of your social media from a single dashboard.
As a Bufferoo, I’m definitely biased. But I’ve worked as a social media manager and creator
for many years (longer than I’d care to admit!), and I’ve been around the block when it
comes to social media tools. No matter what, I keep coming back to Buffer.
Buffer supports scheduling of a host of social media platforms, including:

Facebook Instagram X (Twitter) LinkedIn TikTok YouTube Shorts Pinterest

With Buffer’s post scheduling tools, you can schedule posts to go out at specific times and
even cross-post to multiple social media profiles simultaneously.
5. Trello
Trello is a powerful tool that revolutionizes content planning in social media. This versatile
platform offers a solution by providing a visual and intuitive platform for organizing tasks and
deadlines. Its card-based system allows teams to easily plan, track, and update social media
projects in real time, fostering better communication and efficiency.

What is Web Analytics?

Web Analytics is the methodological study of online/offline patterns and trends. It is a
technique that you can employ to collect, measure, report, and analyze your website data. It
is normally carried out to analyze the performance of a website and optimize its web usage.
We use web analytics to track key metrics and analyze visitors’ activity and traffic flow. It is a
tactical approach to collect data and generate reports.
Importance of Web Analytics
We need Web Analytics to assess the success rate of a website and its associated business.
Using Web Analytics, we can −
 Assess web content problems so that they can be rectified
 Have a clear perspective of website trends
 Monitor web traffic and user flow

 Demonstrate goals acquisition

 Figure out potential keywords
 Identify segments for improvement

 Find out referring sources

Web Analytics Process

The primary objective of carrying out Web Analytics is to optimize the website in order to
provide better user experience. It provides a data-driven report to measure visitors’ flow
throughout the website.
Take a look at the following illustration. It depicts the process of web analytics.
 Set the business goals.
 To track the goal achievement, set the Key Performance Indicators (KPI).

 Collect correct and suitable data.

 To extract insights, Analyze data.
 Based on assumptions learned from the data analysis, Test alternatives.
 Based on either data analysis or website testing, Implement insights.
Web Analytics is an ongoing process that helps in attracting more traffic to a site and
thereby, increasing the Return on Investment.
Web Analytics - Google Analytics

Analytics Tools offer an insight into the performance of your website, visitors’ behavior, and
data flow. These tools are inexpensive and easy to use. Sometimes, they are even free.
Google Analytics
Google Analytics is a freemium analytic tool that provides a detailed statistics of the web
traffic. It is used by more than 60% of website owners.
Google analytics helps you to track and measure visitors, traffic sources, goals, conversion,
and other metrics (as shown in the above image). It basically generates reports on −
 Audience Analysis

 Acquisition Analysis
 Behavior Analysis
 Conversion Analysis
Let us discuss each one of them in detail.

Audience Analysis
As the name suggests, audience analysis gives you an overview of the audience who visit
your site along with their session history, page-views, bounce rate, etc. You can trace the
new as well as the returning users along with their geographical locations. You can track −
 The age and gender of your audience under Demographics.
 The affinity reach and market segmentation under Interests.
 Language and location under Geo.

 New and returning visitors, their frequency, and engagement under Behavior.
 Browsers, Operating systems, and network of your audience in Technology.

 Mobile device info under Mobile.

 Custom variable report under Custom. This report shows the activity by custom
modules that you created to capture the selections.
 Benchmarking channels, locations, and devices under Benchmarking. Benchmarking
allows you to compare your metrics with other related industries. So, you can plot
what you need to incur in order to overtake the market.
 Flow of user activity under Users flow to see the path they took on your website.
Acquisition Analysis
Acquisition means ‘to acquire.’ Acquisition analysis is carried out to find out the sources
from where your web traffic originates. Using acquisition analysis, you can −
 Capture traffic from all channels, particular source/medium, and from referrals.
 Trace traffic from AdWords (paid search).
 See traffic from search engines. Here, you can see Queries, triggered landing pages,
and geographical summary.
 Track social media traffic. It helps you to identify networks where your users are
engaged. You can see referrals from where your traffic originates. You can also have a
view of your hub activity, bookmarking sites follow-up, etc. In the same tab, you can
have a look at your endorsements in details. It helps you measure the impact of
social media on your website.
 See which plug-ins gave you traffic.
 Have a look at all the campaigns you built throughout your website with detailed
statistics of paid/organic keywords and the cost incurred on it.

Behavior Analysis
Behavior analysis monitors users’ activities on a website. You can find behavioral data under
the following four segments −
 Site Content − It shows how many pages were viewed. You can see the detailed
interaction of data across all pages or in segments like content drill-down, landing
pages, and exit pages. Content drill-down is breaking up of data into sub-
folders. Landing page is the page where the user lands, and exit page is where the
user exits your site. You can measure the behavioral flow in terms of content.
 Site Speed − Here, you can capture page load time, execution speed, and
performance data. You can see how quickly the browser can parse through the page.
Further, you can measure page timings, user timings, and get speed suggestion. It
helps you to know where you are lagging.
 Site Search − It gives you a full picture of how the users search across your site, what
they normally look for, and how they arrive at a particular landing page. You can
analyze what they search for before landing on your website.
 Events − Events are visitors’ actions with content, which can be traced independently.
Example − downloads, sign up, log-in, etc.
Conversion Analysis
Conversion is a goal completion or a transaction by a user on your website. For example,
download, checkout, buy, etc. To track conversions in analytics, you need to define a goal
and set a URL that is traceable.
 Goals − Metrics that measure a profitable activity that you want the user to
complete. You can set them to track the actions. Each time a goal is achieved, a
conversion is added to your data. You can observe goal completion, value, reverse
path, and goal flow.
 Ecommerce − You can set ecommerce tracking to know what the users buy from your
website. It helps you to find product performance, sale performance, transactions,
and purchase time. Based on these data, you can analyze what can be beneficial and
what can incur you loss.
 Multi-channel funnels − Multi-channel funnels or MCF reports the source of
conversion; what roles the website plays, referrals’ role in that conversion; and what
all slabs did when users pass through landing page to conversion. For example, a user
searched for a query on Google search page, he visited the website, but did not
convert. Later on, he directly typed your website name and made a purchase. All
these activities can be traced on MCF.
 Attribution − Attribution modeling credits sales and conversions to touch points in
conversion tracking. It lets you decide what platforms or strategy or module is the
best for your business. Suppose a person visited your website through AdWords ad
and made no purchase. A month later, he visits via a social platform and again does
not buy. Third time, he visited directly and converted. Here, the last interaction
model will credit direct for the conversion, whereas first interaction model will assign
credit to paid medium. This way, you can analyze what module should be credited for
a conversion.
 Important Question
Q1. Define Social Media Marketing and also explain the strategies used for social media
marketing .
Social Media Marketing Explained:
 What it is: Using social media platforms to promote products or services.
 How it works: Creating and sharing content (posts, videos, images) to achieve
marketing and branding goals.
 Benefits:
o Increased brand awareness and reach through user sharing.

o Customer engagement and relationship building.

o Increased brand loyalty and trust through customer interaction.
o Driving traffic to websites and increasing sales.
o Ability to monitor and measure marketing campaign success.

Key Social Media Marketing Strategies

It is important to have a sound social media marketing strategy in place in order to ensure
the success of your business. In this section, we will discuss some key social media marketing
strategies that can help you reach your marketing goals.
1. Establish Your Goals

Before you can begin any social media marketing strategy, you must determine what you
hope to achieve. Common goals include increasing brand awareness, driving website traffic,
and expanding your reach. Having a clear understanding of what you want to accomplish will
help you create an effective strategy.
2. Analyze Your Audience
Knowing who your target audience is and what they are interested in will help you create
tailored content that will resonate with them. Understanding their age, gender, interests,
and other demographics will help you create content that speaks directly to them.
3. Create a Content Strategy
Once you have identified your goals and target audience, you can begin to create content.
This content should be engaging, informative, and tailored to your audience. You should also
consider the type of content you will post, such as videos, images, and articles.
4. Utilize Automation Tools
Automation tools are essential for creating and managing a successful social media strategy.
These tools help you schedule posts, monitor conversations, and measure results.
Automation tools also allow you to focus on other aspects of your business.
5. Leverage Influencer Marketing
Influencer marketing is a great way to reach a larger audience and build trust with potential
customers. Identify influencers in your industry who have an engaged following and invite
them to share your content.
6. Track & Measure Results
The only way to know if your social media marketing strategy is successful is to track and
measure the results. Monitor the metrics that are most important to you, such as followers,
likes, comments, and website traffic. This will help you determine if your strategy is working
and make adjustments as needed.
Apple Social Media Marketing Campaign

A very famous social media campaign by Apple “The shot on iPhone challenge” in which
they asked people to capture small things in a big way with their iPhones in order to
highlight great photos. It was also done to highlight the greatness of the camera. The
photographers were asked to share the images on social media (Instagram) using
#ShotOniPhone and 10 winners were selected for this campaign who were selected by a
designated panel.

Q2. Explain the following social media platforms :

(a) Facebook:
 Facebook provides a robust advertising platform that allows businesses to target
specific demographics, interests, and behaviors of users. 
 Advertisers can create various ad formats including image ads, video ads, carousel
ads, and more to showcase their products or services.
 Facebook Pages offer businesses a way to establish their presence, interact with
customers, share updates, and promote their offerings. 
  Facebook Groups provide opportunities for community building and targeted
engagement with specific audience segments.
 The Facebook Pixel enables businesses to track conversions and optimize ad
campaigns for better performance.
(b) Twitter:
 Twitter Ads enable businesses to promote tweets, accounts, trends, or even specific
hashtags to reach their target audience. 

 Promoted tweets appear in users' timelines, search results, or as recommendations.

 Twitter is used for real-time marketing, allowing brands to participate in ongoing
conversations, events, and trending topics.
 Hashtag campaigns are common on Twitter, where brands create branded hashtags
to encourage user engagement and participation. 
(c) Instagram:
 Instagram Ads allow businesses to reach their target audience through sponsored
posts, stories, carousel ads, and more. 
 Influencer marketing is prevalent on Instagram, where brands collaborate with
popular users (influencers) to promote their products or services to their followers.
 Instagram's visual nature makes it ideal for showcasing products, lifestyle, and brand
aesthetics.
 Stories and IGTV provide additional avenues for brands to share behind-the-scenes
content, tutorials, and longer-form videos.
(d) Snapchat:
 Snapchat Ads offer various ad formats including Snap Ads, Story Ads, Filters, and
Lenses for brands to engage with users.
 Snap Ads are full-screen vertical videos that appear between users' stories, while
Story Ads are promoted stories from brands featured in Discover. 
 Sponsored Filters and Lenses allow brands to create interactive and engaging
experiences for users.
 Snapchat's younger user base makes it suitable for brands targeting Gen Z and
Millennials.

Q3. What do you mean by content planning and strategies used for content planning?
Content planning is the structure by which your company determines which content
initiatives to execute and when. It’s all about processes and workflows.
A content plan can help you overcome the challenges you face daily with content marketing,
including:
 Ensuring content is unique and relevant: collaborative planning helps you get more
ideas from more stakeholders 
 Account for resources at hand: with better workflows and processes, the team you
have is more effective and productive 
 Optimized engagement for every piece of content: with a content plan, you’ll be
able to give every piece of content the attention it needs so that it maintains high
engagement
 Keeping on schedule: with a content calendar, you’ll be able to mitigate the common
issues that content teams have with staying on top of timelines, tasks, and projects 
Content Strategy
A content strategy is the mastermind plan behind your content creation. It's the high-level
vision that guides what content you create and why, ensuring it all works together to achieve
specific business goals.
key points:
Vision and Objective: A content strategy isn't just random content creation. It has a clear
vision (what you want to achieve) and a defined objective (usually tied to business goals, like
increasing sales).
Guiding Framework: It acts as a roadmap, encompassing everything from research and
competitor analysis to content themes and messaging.
Target Audience Focus: Understanding your ideal buyer is crucial. Your content should
address their needs, motivations, and challenges to resonate with them.
Content Lifecycle Management: It goes beyond just brainstorming ideas. It includes the
entire process - creation, publication, and even managing content after it's live.
Foundation for Tactics: Your content strategy is the umbrella under which specific tactics like
blog posts or social media campaigns live.

Content planning is the nitty-gritty of executing your content strategy. It translates the high-
level vision into actionable steps, ensuring you create, distribute, and optimize content that
achieves your goals.

Strategies used for content planning?

  Audience Analysis: Understanding your target audience is essential. You need to
know their demographics, interests, and behaviours to tailor content that resonates
with them.
 Setting Goals & Objectives: Define specific, measurable goals for your content. What
do you want to achieve? Brand awareness, website traffic, or lead generation? Clear
goals guide your entire content planning process.
 Content Audit: Take stock of your existing content. What's working well? What needs
improvement? Analyze past performance to understand what resonates with your
audience.
 Content Calendar: Organize your content creation with a calendar. This outlines the
publishing schedule, content themes, formats, and distribution channels. It ensures
consistency and helps plan ahead. 
 Content Ideation: Brainstorm compelling content ideas that align with your goals and
resonate with your audience. Consider current trends, industry news, keyword 
research, and competitor analysis.
 Content Creation: Develop high-quality content in various formats (blog posts,
videos, infographics, etc.) that's informative, engaging, and relevant to your
audience's needs.
 Content Distribution: Choose the most effective channels to reach your target
audience. This might include social media, email marketing, SEO, or influencer
partnerships.
 Content Optimization: Track and analyze your content's performance. Use website
traffic, engagement metrics, and social shares to see what resonates and identify 
areas for improvement.

Q4. What is digital marketing? Explain its advantages and disadvantages.

 Digital Marketing, also known as Internet Marketing, is a form of marketing that can
be done through any electronic device.

 Marketers and advertisers use this type of marketing to promote products and
services through social media channels like social networking sites, display ads,
email, search engine optimization (SEO), pay-per-click (PPC), etc.

 Digital marketing is quite different from traditional marketing where marketers use
ofline channels like Billboards, TV ads, magazines, newspapers, etc., for advertising
their products and services.
Q5. What are the different channels of digital marketing?
1. Paid Search/ Pay Per Click (PPC)

 Paid search ads appear at the top or side of search results, charging per click.
 Ads target specific keywords, reaching audiences seeking particular products.
 They leverage online behavior data, effectively driving website traffic.
 Retargeting creates personalized ads based on client behaviors.
 Targeted ads ensure efficient budget allocation and potentially higher ROI.
2. Search Engine Optimization (SEO)

 SEO optimizes websites to rank higher in search engine results, boosting organic
traffic.
 On-page SEO focuses on content and keyword analysis to improve search ranking.
 Off-page SEO involves activities outside the website, such as obtaining inbound links
to improve ranking.
  Technical SEO deals with backend website optimization, improving loading times and
ranking criteria.
 SEO enhances exposure and long-term consumer engagement through keyword
optimization and search ranking improvement.
3. Content Marketing
 Content marketing focuses on educating and inspiring audiences rather than being
overtly commercial.

 Providing valuable content positions you as a thought leader and trustworthy

information source.
 Content marketing generates three times more leads compared to paid search
advertising.
 Creating various content forms like blog articles and educational guides drives
significant traffic.
4. Social Media Marketing

 Social media marketing (SMM) promotes brands and content on platforms like
Facebook, Twitter, LinkedIn, Instagram, Snapchat, and Pinterest.
 It aims to raise brand recognition, increase traffic, and generate leads.

 Marketers often employ viral marketing campaigns on social media by collaborating

with influencers or tapping into trends to create shareable content.
 The goal of viral marketing is to organically spread content across social media
platforms.
5. Email Marketing
 Email marketing remains a powerful tool for reaching consumers with essential
information directly.
 Engaging, relevant, instructive, and amusing content is crucial for successful email
marketing.
 Marketing emails should be reliable, appropriate, and relevant to the audience.
 They should strike a balance between being informal and professional.
 Email marketing strategies should be blended across channels and executed
strategically for optimal results.
6. Marketing automation
 Marketing automation is a crucial tool that integrates all digital marketing efforts,
leading to increased revenue.
  Organizations automating lead management see a 10% or more revenue increase
within six to nine months.
 Without marketing automation, campaigns may lack coherence and effectiveness.

 Marketing automation software simplifies activities, measures results, and calculates

ROI.
 It provides insights into successful campaigns and helps demonstrate digital
marketing impact on the company's bottom line.

Q6. Difference between traditional and digital marketing?

Q7. POEM frame work

 The POEM framework (Paid, Owned, Earned Media) is utilized by digital marketers to
craft social media marketing strategies.
 It focuses on leveraging the right mix of media channels to attract new customers,
enhance relationships with existing ones, and drive business growth.

 Digital marketers use the POEM model to develop frameworks and implement
effective digital marketing strategies.
 This approach assists companies in refining their marketing strategies and achieving
their goals and targets.
 It involves selecting and deploying channels for marketing communication and
determining the necessary elements for a successful plan.
Paid Media
 Paid Media: The first element of the POEM framework, encompassing marketing
channels that require payment. It is quick, efficient, and easily trackable in terms of
return on investment (ROI).
 Control of paid media typically lies with the service provider, making it less credible
for communicating with the target audience.
 Paid media channels include Google Ads, Facebook Ads, magazines, television
commercials, radio announcements, PPC advertising, search engine marketing, and
paid ads on social media platforms like Instagram and Facebook.
 Advertising on paid media channels can help in audience growth and building a
sizable customer base.
Owned Media
1. Owned Media: Controlled by the brand, includes websites, blogs, social media pages,
newsletters, and podcasts.
2. SEO Optimization: Falls under owned media, crucial for enhancing online visibility
and attracting organic traffic.
3. Connection and Engagement: Owned media enables connecting with current
audiences, nurturing relationships, and fostering brand trust.
4. Brand Representation: Websites serve as powerful brand assets, establishing
credibility and guiding customer journeys.
 5. Versatility and Cost-Effectiveness: Owned media offers long-term effectiveness,
allowing brands to communicate their voice and offerings at relatively lower costs
compared to paid media.
Earned Media

1. Earned Media Definition: Exposure and recognition garnered by the brand through
organic publicity, word-of-mouth, and mentions by others, without direct investment
from the company.
2. Interaction and Communication: Allows brands to engage with their audience
through third-party channels like social media, public relations, and referrals.
3. Inbound Marketing: Often classified as inbound marketing, as efforts to gain
recognition are organic and stem from owned and paid media activities.
4. Supports Both Acquisition and Retention: Earned media supports both customer
acquisition and retention efforts, contributing to brand awareness and customer
engagement.
5. Examples: Word-of-mouth marketing, viral marketing, press releases, publicity, and
brand awareness campaigns are common examples of earned media.

Q8. 4C's