Digital Marketing (Sem 5, BCom Bangalore Univ)

We have great pleasure in presenting First edition “Digital Marketing” written for students of UG courses. The related matters are written in a simple and easily understandable.

This volume is an attempt to provide the students with thorough understanding of Digital Marketing. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.

Contents –

Module – 1 Introduction to Digital Marketing
Introduction
Meaning of Digital Marketing
Need for Digital Marketing
Digital Marketing Platforms
Digital Marketing Students
Professional and Business Email Marketing
Importance of E-mail Marketing
E-mail Marketing Platforms
Creating E-mailers
Creating a Contact Management
Segmentation Strategy
Understanding E-mail Deliverability
Tracking E-mails
How to Create Effective
Unique E-mail Content
Outlining the Design of Your Marketing E-mails
Open Rates
CTR of E-mail
Drive Leads from E-mail
What are opt-in Lists
Develop Relationships with Lead Nurturing
Automation Content Marketing
Understanding Content Marketing
Generating Content Ideas
Planning a Long-Term Content Strategy
Building a Content Creation Framework
Becoming an Effective Writer
Extending the Value of Your Content through Repurposing
How to Effectively Promote Content
Measuring and Analyzing Your Content
Review Questions

Module – 2 Search Engine Optimization (SEO)
Introduction
Search Engine Optimization (SEO)
Meaning of SEO
Importance of SEO
Growth in Recent Years
Ecosystem of a Search Engine
Kinds of Traffic
Keyword Research and Analysis
(Free and Paid tool & Extension)
Recent Google Updates
How Google Algorithms works on Page Optimization (OPO)
Off-Page Optimization Misc SEO Tools
Google Webmaster Tools
Site Map Creators
Browser-based Analysis Tools
Page Rank Tools
Pinging
Indexing Tools
Dead Links Identification Tools
Open Site Explorer
Domain Information/who is Tools
Quick Sprout
Google My Business
Review Questions

Module – 3 Google AdWords & Google AdSense
Introduction
Google AdWords
Google Ad-Words Fundamentals
Google AdWords Account Structure
Key Terminologies in Google AdWords
How to Create an AdWords Account
Different Types of AdWords and its Campaign
Ads Creation Process
Ad Approval Process
Keyword Match Types
Keyword Targeting and Selection (Keyword planner)
Display Planner
Different Types of Extensions
Creating Location Extensions
Creating Call Extensions
Create Review Extensions
Bidding Techniques
Manual/Auto
Demographic Targeting/ Bidding
CPC Based
CPA Based
CPM Based Accounts
Google Analytics Individual Qualification (GAIQ)
Google AdSense
Understanding ad Networks
AdSense’s Limitations
Learning which Situations are Best for using AdSense
Setting up an AdSense Account
Creating New ad Units
Displaying ads on a Website
Configuring Channels and ad Styles
Allowing and Blocking ads
Reviewing the AdSense Dashboard
Running AdSense Reports
Custom Reports
Exporting Data
Reviewing Payee
Account Settings
Review Questions

Module – 4 Social Media Marketing (SMM) and Web Analytics
Introduction
Social Media Marketing (SMM)
Facebook Marketing
Twitter Marketing
Linkedin Marketing
Google Plus Marketing
YouTube Marketing
Pinterest Marketing
Snapchat Marketing
Instagram Marketing
Social Media Automation Tools
Social Media Ad Specs
The ROI in Social Media Marketing
Tools and Dashboards
Reputation Management Web Analytics: The Need
Importance of Web Analytics
Introducing Google Analytics
The Google Analytics Layout
Basic Reporting
Basic Campaign
Conversion Tracking
GoogleTag Manager
Social Media Analytics
Social CRM and Analytics
Web Analytics Tools
Making Better Decisions
Common Mistakes Analysts Make
Review Questions

Module – 5 Youtube Advertising (Video Ads) and Conversions
Introduction
Youtube Advertising (Video Ads)
Youtube Advertising
Why Should one Advertise on Youtube
Creating Youtube Campaigns
Choose the Audience for Video ads
Instream ads
Invideo ads
In-search ads
In-display ads
Measuring your YouTube ad Performance
Drive Leads
Sales from YouTube ads Conversions
Understanding Conversion Tracking
Types of Conversions
Setting up Conversion Tracking
Optimizing Conversions
Track Offline Conversions
Analyzing Conversion Data
Conversion Optimizer
Review Questions