Digital Marketing (LMS)

Overview

  • Established under Section 3 of the UGC Act, 1956

  • Awarded Category - I by UGC

  • e-Content for MBA I SEM II on Digital Marketing by Dr. Vikram Vijay Shete

Institutional Hierarchy

  • Chancellor: Prof. Dr. S B Mujumdar, distinguished academician awarded Padma Bhushan and Padma Shri

  • Pro-Chancellor: Dr. Vidya Yeravdekar (Deemed University) & Principal Director, Symbiosis

  • Vice-Chancellor: Dr. Rajani R. Gupte

  • Provost, Faculty of Health Sciences: Dr. Rajiv Yeravdekar

  • Deans:

    • Faculty of Law: Dr. Shashikala Gurpur

    • Faculty of Management: Dr. R. Raman

    • Faculty of Computer Studies: Dr. Dhanya Pramod

    • Faculty of Media and Communication: Dr. Ruchi Jaggi

    • Faculty of Humanities & Social Sciences: Dr. Jyoti Chandiramani

    • Faculty of Engineering: Dr. Ketan Kotecha

    • Faculty of Architecture & Design: Dr. Sanjeevani Ayachit

    • Director, Symbiosis School for Online & Digital Learning: Dr. Parimala Veluvali

  • Programme Coordinator - Management Programmes: Dr. Pravin Narayan Mahamuni

E-Learning Material

  • Title: Self-Learning Material: E-Content T2139 Digital Marketing (MBA I SEM II)

  • Authors: Dr. Vikram Vijay Shete; Editor & Reviewer: Dr. Vinod Kumar

  • ISBN: 978-93-95877-49-7

  • Copyright: Registrar, Symbiosis International (Deemed University), Pune

  • Acknowledgement: Apologies for copyright infringements, if any – corrections to follow in future editions.

Content Structure

  • Modules:

    • Module 1: An Introduction to Marketing On The Internet

    • Module 2: Interactive Online Advertising

    • Module 3: Search Engine Marketing

    • Module 4: Mobile Marketing

    • Module 5: Social Media Marketing

    • Module 6: Microsite Marketing

    • Module 7: Creating The Ideal Online Campaign Plan

    • Module 8: Ethics of Internet Marketing

Module 1 Structure

Objectives

  • Understand the basics, importance, and operations of Internet Marketing

  • Learn about the environment of Web-based Marketing and the Internet Marketing Mix

Historical Context of Internet Marketing

  • 1990s: Birth of the World Wide Web; businesses began exploring online marketing

  • 1994: First-ever banner ad appeared on HotWired.com

  • Late 1990s: Emergence of SEO and email marketing

  • Early 2000s: Introduction of PPC advertising by Google AdWords

  • Mid-2000s: Rise of Social Media Marketing

Key Definitions

  • Internet Marketing: Also known as Digital Marketing, it refers to the marketing and promotion of a brand's products/services through the internet.

  • SEO: A strategy to improve a website's visibility in search engine results.

  • SEM: Paid promotion of websites in search engines to enhance visibility in SERPs.

Types of Internet Marketing

Enhancing Online Visibility

  • SEO: Optimizing website structure/content for better search rankings.

Paid Promotion Strategies

  • SEM: Promoting websites via paid ads in SERPs.

Social Media Engagement

  • Social Media Marketing: Engaging with customers and promoting content through platforms.

Email Outreach

  • Email Marketing: Sending tailored messages to groups via email.

Content Creation

  • Content Marketing: Creating valuable content to engage target demographics.

Affiliate Marketing

  • Affiliate Marketing: Performance-based strategy where partners drive traffic or sales.

Influencer Marketing

  • Influencer Marketing: Collaborating with popular personalities to endorse products.

Environment of Web-Based Marketing

Micro and Macro Environments

  • Micro Environment: Factors under company's control affecting performance (e.g., competitors, customers).

  • Macro Environment: External factors affecting the entire economy (e.g., political, social changes).

Fundamentals of Internet & Operations

  • Internet as a global network; mentions, IP addressing, DNS, and ISPs.

Marketing Mix for Internet Marketing

The 7 Ps

  • Product: Offers provided to customers

  • Price: Online pricing strategies

  • Place: Online platforms for distribution

  • Promotion: Methods to communicate with the audience

  • People: Customer service and technical support roles

  • Process: Procedures for online transactions

  • Physical Evidence: Branding and customer experience elements.

Case Studies & Examples

  • Starbucks Digital Initiatives: Emphasis on the use of technology to improve user engagement and customer loyalty through various platforms.

Conclusion

  • Understanding the evolution of internet marketing is key to building effective strategies in today's digital landscape.