DIGITAL MARKETING

UNIT I INTRODUCTION TO ONLINE MARKET 
Online Market space- Digital Marketing Strategy- Components – Opportunities for building Brand Website – Planning and Creation – Content Marketing.

UNIT II SEARCH ENGINE OPTIMISATION 
Search Engine optimisation – Keyword Strategy- SEO Strategy – SEO success factors -On-Page Techniques – Off-Page Techniques. Search Engine Marketing- How Search Engine works- SEM components- PPC advertising -Display Advertisement

UNIT III E- MAIL MARKETING 
E- Mail Marketing – Types of E- Mail Marketing – Email Automation – Lead Generation – Integrating
Email with Social Media and Mobile- Measuring and maximizing email campaign effectiveness. Mobile Marketing- Mobile Inventory/channels- Location based; Context based; Coupons and offers, Mobile Apps, Mobile Commerce, SMS Campaigns-Profiling and targeting

UNIT IV SOCIAL MEDIA MARKETING 
Social Media Marketing – Social Media Channels- Leveraging Social media for brand conversations and buzz. Successful /benchmark Social media campaigns. Engagement Marketing- Building Customer relationships – Creating Loyalty drivers – Influencer Marketing.

UNIT V DIGITAL TRANSFORMATION 
Digital Transformation & Channel Attribution- Analytics- Ad-words, Email, Mobile, Social Media, Web Analytics – Changing your strategy based on analysis- Recent trends in Digital marketing.