Unit 1 - Introduction to Digital Marketing.pptx

Fundamentals of Digital Marketing (FDM) DU #2304MN321 Unit-1 Introduction to Digital Marketing Click icon Prof. Maulik D. Trivedi to add Computer Science & Engineering picture Darshan Institute of...

Fundamentals of Digital Marketing (FDM) DU #2304MN321 Unit-1 Introduction to Digital Marketing Click icon Prof. Maulik D. Trivedi to add Computer Science & Engineering picture Darshan Institute of Engineering & Technology, Rajkot [email protected] 9998265805  Looping Outline Concepts of Digital Marketing Evolution of Digital Marketing Role of Internet in Digital Marketing Traditional Vs. Digital Marketing Skills Required in Digital Marketing Info-graphics Implications for Business & Society Ethical & Legal Framework of Digital Marketing Laws: o Information Technology Act 2000 o TRAI (Telecom Regulatory Authority of India) Concepts of Digital Marketing What is Digital Marketing?  Digital marketing is the use of electronic channels to reach customers and promote or sell products, services, or brands.  This can include things like:  Websites  Social media platforms  Search engines  Email  Mobile apps  Text messaging  It's basically the opposite of traditional marketing, which relies on offline channels like billboards, magazines, and TV commercials. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 4 Prof. Maulik Jay R Dhamsaniya Trivedi #2104MN321 #3130006 (PS) (FDM) Unit Unit 1 –1Basic – Introduction Probability to Digital Marketing 5 Digital Marketing Channels Website & Landing Pages Digital Marketing Channels Website Home Page It's a collection of interlinked Consider it the front door of your webpages that provide comprehensive website. It's the first page most visitors information about your will see when they land on your website. company, brand, or organization. Landing Page Imagine it as a targeted entry point, often created for a specific marketing campaign or offer. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 7 Prof. Maulik Jay R Dhamsaniya Trivedi #2104MN321 #3130006 (PS) (FDM) Unit Unit 1 –1Basic – Introduction Probability to Digital Marketing 8 Social Media Marketing Digital Marketing Channels  This involves using social media platforms like Facebook, Instagram, and Twitter to connect with potential and current customers. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 9 Search Engine Optimization (SEO) Digital Marketing Channels  This is the practice of improving your website's ranking in search engine results pages (SERPs) so that more people can find you organically. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 10 Search Engine Marketing (SEM) Digital Marketing Channels  This involves paid advertising on search engines like Google and Bing. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 11 Content Marketing Digital Marketing Channels  This involves creating and sharing valuable content, such as blog posts, articles, infographics, and videos, to attract and engage your target audience. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 12 Email Marketing Digital Marketing Channels  This involves sending emails to a list of subscribers to promote your products or services, share news and updates, and build relationships. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 13 Evolution of Digital Marketing   Dawn of the Digital Age (1990s)  Dot-Com Boom and Bust (2000s)  Rise of Social Media & Content Marketing (2000s-2010s)  The Age of Mobile and Personalization (2010s-Present) Future will be integration of emerging technologies like AI, Virtual Reality (VR), and Augmented Reality (AR). Prof. Maulik Jay R Dhamsaniya Trivedi #2104MN321 #3130006 (PS) (FDM) Unit Unit 1 –1Basic – Introduction Probability to Digital Marketing 15 Evolution of Digital Marketing  Trade era:  Products were handmade; hence, supply was limited. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 16 Evolution of Digital Marketing  Production era:  Products were mass produced and consumers focused on features like low cost and availability. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 17 Evolution of Digital Marketing  Product era:  Focus moved from quantity to quality and consumers laid more emphasis on quality, performance, and innovative feature. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 18 Evolution of Digital Marketing  Sales era:  With increasing competition companies were compelled to emphasize on aggressive selling and promotion, commoditization of products, leading to saturation of consumer demand. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 19 Evolution of Digital Marketing  Marketing era:  Marketing emerged as a practice as consumers started demanding better products; differentiators like pricing, distribution, and promotion became important. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 20 Evolution of Digital Marketing  Relationship era:  Customers started getting valued to build a long-term relation. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 21 Evolution of Digital Marketing  Digital era:  Also called the social/mobile era, the focus is on real-time and social exchange based marketing where communication and social interactions play a prime role. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 22 Benefits of Digital Marketing  Reach a wider audience:  You can reach a global audience with your marketing message, unlike traditional marketing methods that may be limited by geography. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 23 Benefits of Digital Marketing  Target your ideal customers:  You can use digital marketing to target your ideal customers with laser precision, based on factors such as demographics, interests, and online behaviour. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 24 Benefits of Digital Marketing  Measure your results:  You can track the results of your digital marketing campaigns in real-time, so you can see what's working and what's not. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 25 Benefits of Digital Marketing  Cost-effective:  Digital marketing can be a very cost-effective way to reach your target audience, especially compared to traditional marketing methods. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 26 Role of Internet in Digital Marketing  Global Reach  The internet allows businesses to reach a global audience without the constraints of physical location. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 27 Role of Internet in Digital Marketing  Cost-Effectiveness  Digital marketing is often more cost-effective than traditional marketing. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 28 Role of Internet in Digital Marketing  Targeted Advertising  The internet provides advanced targeting options. Marketers can target specific audiences based on demographics, interests, behaviour, and location. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 29 Role of Internet in Digital Marketing  Data and Analytics  Digital marketing offers comprehensive data and analytics capabilities. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 30 Role of Internet in Digital Marketing  Personalization  The internet allows for personalized marketing. By analyzing user data, businesses can create personalized experiences and recommendations for their customers. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 31 Role of Internet in Digital Marketing  Content Marketing  The internet is a vast platform for content marketing. Blogs, videos, infographics, podcasts, and social media posts are all part of a comprehensive content marketing strategy. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 32 Role of Internet in Digital Marketing  Social Media  Social media platforms have become essential for digital marketing. Platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 33 Role of Internet in Digital Marketing  Search Engine Optimization (SEO)  The internet is the primary source of information for many consumers, and search engines play a crucial role. SEO involves optimizing a website to rank higher in search engine results, increasing organic traffic. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 34 Role of Internet in Digital Marketing  Email Marketing  Email remains a powerful tool in digital marketing.  Businesses can reach out to their customers with personalized messages, promotions, and updates. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 35 Role of Internet in Digital Marketing  E-commerce  The rise of e-commerce has been fuelled by the internet.  Online stores allow businesses to sell products directly to consumers without the need for a physical storefront like Amazon, eBay, and Shopify. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 36 Role of Internet in Digital Marketing  Interactive and Engaging Formats  The internet supports various interactive and engaging formats, such as live videos, webinars, and virtual events. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 37 Traditional Vs Digital Marketing Traditional Vs Digital Marketing Comparison Traditional marketing Digital marketing basis It is one type of marketing that utilizes It is one type of marketing that uses the Definition media, TV, or magazine to advertise any internet and social media for advertising business's services and products. businesses. Conversion Slow Extremely fast Nature Static Dynamic Investment Not easy to measure Simple to measure returns More expensive Less expensive Effectiveness Less effective More effective Communicati It is mostly one-way communication It is a two-way communication on Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 39 Traditional Vs Digital Marketing Comparison Traditional marketing Digital marketing Targeting Standardized Customized Tracking Not possible Possible Reach Local Global Not possible once the advertisement is Modification One can change or edit anytime placed Results Slow results Quick and live results One can easily skip between It is not easy to skip the advertisements, Interruptions advertisements if it does not as they are bound to the users. interest them. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 40 Skills required in Digital Marketing Skills required in Digital Marketing  Digital marketing requires a various set of skills to effectively plan, execute, and analyse marketing campaigns across various digital  channels. Here are the key skills needed in digital marketing: 1. Search Engine Optimization (SEO)  Keyword Research:  Identifying the right keywords to target.  On-Page SEO:  Optimizing content and HTML source code for search engines.  Off-Page SEO:  Building backlinks and enhancing domain authority.  Technical SEO:  Ensuring website structure and performance meet Prof. Mauliksearch D. Trivedi engine criteria. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 42 Skills required in Digital Marketing – Cont. 2. Content Marketing  Content Creation:  Writing, designing, and producing various forms of content (blogs, videos, infographics).  Content Strategy:  Planning and managing content that aligns with business goals.  Copywriting:  Crafting attractive and understanding content for different platforms. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 43 Skills required in Digital Marketing – Cont. 3. Social Media Marketing  Platform Knowledge:  Understanding the specifics of platforms like Facebook, Instagram, LinkedIn, Twitter, etc.  Engagement:  Interacting with followers and managing community engagement.  Advertising:  Creating and managing paid social media campaigns. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 44 Skills required in Digital Marketing – Cont. 4. Email Marketing  List Management:  Building and segmenting email lists.  Campaign Management:  Designing and sending effective email campaigns.  Analytics:  Tracking open rates, click-through rates, and conversions. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 45 Skills required in Digital Marketing – Cont. 5. Paid Advertising (PPC)  Google Ads:  Managing search and display campaigns.  Social Media Ads:  Running ads on platforms like Facebook, Instagram, LinkedIn, etc.  Bid Management:  Adjusting bids to optimize ad spend and ROI. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 46 Skills required in Digital Marketing – Cont. 6. Analytics and Data Analysis  Google Analytics:  Tracking and analyzing website traffic and user behavior.  Data Interpretation:  Making data-driven decisions based on analytics.  A/B Testing:  Conducting experiments to optimize campaigns. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 47 Skills required in Digital Marketing – Cont. 7. Website and User Experience (UX)  Web Design:  Understanding basic principles of web design and development.  Conversion Rate Optimization (CRO):  Improving website elements to increase conversions.  User Experience (UX):  Enhancing user satisfaction by improving usability and accessibility. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 48 Skills required in Digital Marketing – Cont. 8. CRM and Marketing Automation  CRM Software:  Managing customer relationships using tools like Salesforce, HubSpot.  Marketing Automation:  Using software to automate marketing actions (email marketing, social media posting, etc.). Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 49 Skills required in Digital Marketing – Cont. 9. Video Marketing  Video Production:  Creating engaging video content.  Video SEO:  Optimizing videos for search engines and platforms like YouTube.  Live Streaming:  Leveraging live video to engage with audiences in real-time. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 50 Skills required in Digital Marketing – Cont. 10. E-commerce and Conversion Optimization  E-commerce Platforms:  Managing online stores using platforms like Shopify, WooCommerce.  Product Listing Optimization:  Enhancing product visibility and appeal.  Sales Funnels:  Designing and optimizing the sales process from lead generation to conversion. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 51 Skills required in Digital Marketing – Cont. 11.Mobile Marketing  Mobile SEO:  Ensuring websites are mobile-friendly.  App Marketing:  Promoting mobile apps through various channels.  SMS Marketing:  Utilizing text messaging for promotional campaigns. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 52 Skills required in Digital Marketing – Cont. 12.Creative and Design Skills  Graphic Design:  Creating visually appealing graphics using tools like Adobe Creative Suite.  Creative Thinking:  Developing innovative marketing ideas and campaigns.  Branding:  Understanding and maintaining brand consistency across all digital channels. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 53 Skills required in Digital Marketing – Cont. 13.Project Management  Time Management:  Efficiently managing multiple projects and deadlines.  Collaboration:  Working effectively with teams and stakeholders.  Responsive Methodology:  Using agile principles to adapt and improve marketing strategies. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 54 Skills required in Digital Marketing – Cont. 14.Communication Skills  Written Communication:  Writing clear and engaging content and copy.  Verbal Communication:  Effectively presenting ideas and strategies.  Interpersonal Skills:  Building relationships with clients, colleagues, and partners. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 55 Infographics Revolution of Internet and Technology  Between 1993 and 1995, the World Wide Web(www, or the Web), a user-friendly information-sharing network system, quietly came into being and began to spread. In its first fifteen years, the Web reshaped U.S.communications, businesses, and politics, fueled worldwide economic growth, and became a central feature in the daily lives of more than a billion people.  The Internet age began in the 1960s, when computer specialists in Europe began to exchange information from a main computer to a remote terminal by breaking down data into small packets of information that could be reassembled at the receiving end. The system was called packet-switching. In 1968, the U.S. Department of Defense engaged scientists to create a national communications system. Experimenting with packet- switching, the government scientists eventually linked several computers over telephone lines to operate as a single system. The system was called the Advanced Research Projects Agency Network (ARPANET).  By 1983, research scientists extended the use of ARPANET to form the early Internet, a large network connecting the internal systems of some universities and laboratories. Users were able to exchange electronic mail (now known as e-mail) and data, access computers at other locations, and communicate through newsgroups (one-topic discussion groups) and bulletin boards (message-posting sites). These exchanges demanded advanced computer skills, and the Internet remained a mystery to those without training. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 57  Berners-Lee invents the Web  In 1989, English scientist Tim Berners-Lee (1955–) began work on a system he would eventually call the World Wide Web. His goal was to make the Internetaccessible to everyone. Berners-Lee designed a standard set of protocols,  rules that create an exact format, or pattern of arrangement, for communication between systems. Hypertext Transfer Protocol (HTTP) became the standard communications language on the Web. (Hypertext is any text that can link to documents in other locations. Photos and other images, sounds, and video with links are called hypermedia.)  The next crucial step in the creation of the Web was to establish a server—the computer program that stores information and delivers it in the form of Web pages from one computer to another. The first Web server in the United States, developed at the Stanford Linear Accelerator Center in Palo Alto, California , went live at the end of 1991. Finally, to read the Web, users needed browser software, a program used to view and interact with various types of Internet resources. Berners-Lee developed a text- based Web browser in 1992. With the protocols, server, and Web browser in place, the World Wide Web was available to the public.  The Web improves and spreads  Improvements to the Web made it increasingly simple to use. In 1993, Mosaic, a browser that adapted the graphics, familiar icons (picture symbols), and point-and-click methods, became available. Mosaic caught on immediately—two million users downloaded it within a year. A year later, one of Mosaic's creators devised Netscape Navigator, a highly successful Web browser that gave users more comfortable Web access. In 1995, Microsoft entered the competition with its Internet Explorer.  Simplicity of use immediately brought users to the Web. Internet service providers such as CompuServe, America Online (AOL), Netcom, and Prodigy arose rapidly to meet the enormous demand for servers to link people to the Internet.  Most people working on personal computers (PCs) at home used dial-up connections, which were slow and tied up their phone lines. The first broadband options (meaning “broad bandwidth,” a high-capacity, two-way link between an end user and access network suppliers that provided greater speed than telephone connections) appeared in 1997, but it was not until the early 2000s that millions of homes and offices connected through broadband to the Web on a twenty-four-hour-a-day basis. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 58 What is Infographic?  Infographic also known as Information Graphic.  It is a visual representation of information in a graphic format that makes it easy to understand.  It is a collection of imagery, data visualizations like pie charts and bar graphs, and minimal text that gives an easy-to-understand overview of a topic. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 59 Types of Infographics  There are a total 9 types of Infographics: 1. Statistical infographics 2. Informational infographics 3. Timeline infographics 4. Process infographics 5. Geographic infographics 6. Comparison infographics 7. Hierarchical infographics 8. List infographics 9. Resume infographics Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 60 Why use Infographics?  Infographics are great for making complex information easy to digest.  It can be helpful anytime you want to: 1. Provide a quick overview of a topic. 2. Explain a complex process. 3. Display research findings or survey data. 4. Summarize a long blog post or report. 5. Compare and contrast multiple options. 6. Raise awareness about an issue or cause. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 61 How to Create an Infographic?  Creating an infographic is not that difficult if you have a clear idea what you want to represent.  You can create an infographic by following these steps: Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 62 Importance of Using Visual Elements in an Infographic  The purpose of infographics is to make the information visually pleasant.  Without visual elements they are just plain text and now no one likes just plain text.  So visual elements plays very important role in your infographics to catch the eye of the audience.  Here are some commonly used visual elements:  Colours  Fonts  Layout  Images and Graphics Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 63 Step 1- Set the Goals for your Infographic  First set the achievable goals for the infographic design.  It will be very difficult to design if you don't know what you want to represent and what your goals are. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 64 Step 2- Plan and collect data for the content  Collect the data you have and if not.  Then can just simply start research on Google.  There is a lot of data available for the public on the internet. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 65 Step 3- Organize and visualize your data  Now start organizing the data you collect and visualize what kind of infographic you want including groups, patterns, rank or order. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 66 Step 4- Choose a template or create your layout  Start creating the layout and design.  One simple tactic that instantly increases your infographic is to layout the elements in a predefined template. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 67 Step 5- Add visual elements to make it stand out  Now, here comes the fun part. Adding design elements to your infographic to make it visually pleasant.  Don’t put too much elements, just try to keep it simple. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 68 What are the top tools to make infographics?  There are so many tools available on the internet.  Some popular tools are: 1. Canva 2. Google Charts 3. Piktochart 4. Venngage 5. Visme Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 69 Implication for Business and Society Impact on Business  Increased Reach  Digital marketing allows companies to find customers they might not have get anywhere.  Techniques like search engine optimization (SEO) improve online visibility and attract new visitors. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 71 Impact on Business  Real-Time Results  Unlike traditional marketing, digital efforts get real-time data.  Companies can track which channels drive sales, optimize ad campaigns, and allocate resources effectively. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 72 Impact on Business  E-commerce Growth  Online stores, marketplaces.  Direct-to-Consumer (DTC)  Brands Bypassing traditional retail. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 73 Impact on Business  Subscription Services  Continuous revenue streams.  Gig Economy  Freelancers, remote work facilitated by digital platforms. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 74 Impact on Society  Modernization  Digital marketing has transformed promotional techniques, making it easier to reach customers.  It has also raised awareness of digital media and changed how businesses interact with consumers. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 75 Impact on Society  Customer-Centric Ecosystem  The rise of digital marketing has fundamentally altered customer behavior.  Companies now focus on engagement and reliability to survive in the competitive digital landscape. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 76 Impact on Society  Consumer Behavior  Digital marketing has changed the way we shop.  We can now browse and buy products from the comfort of our homes, thanks to e- commerce websites and online advertising. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 77 Impact on Society  Accessibility  Digital marketing has made information and services more accessible.  You can find a “web designer near me” or “web development course” with just a few clicks. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 78 Impact on Society – Cont.  Job Opportunities  The digital marketing industry has created numerous job opportunities.  Web designers, SEO experts, social media managers, and content creators are in high demand. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 79 Impact on Society – Cont.  Small Businesses  It has like the playing field for small businesses.  They can compete with larger companies by using effective digital marketing strategies. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 80 Impact on Society – Cont.  Global Reach  Digital marketing has connected people and businesses on a global scale.  You can order products from a different continent or learn about a local business through online platforms. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 81 Impact on Society – Cont.  Informed Choices  It allows consumers to make informed choices.  Reviews, product information, and recommendations are readily available online. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 82 Ethical & Legal Framework of Digital Marketing Laws Ethical & Legal Framework of Digital Marketing Laws  Digital marketing involves promoting a brand through various online tactics like websites, blogs, social media, and mobile marketing.  It offers instant reach and engagement, but new technologies present challenges in ethical and legal considerations. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 84 Ethical Principles  The evolving digital media landscape raises ethical issues affecting individuals and society.  Ethical considerations in digital marketing include: 1. Lack of Transparency 2. Ownership of Information 3. Concerns of Trust and Integrity 4. Misinformation and False News Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 85 Definition and Importance of Digital Marketing Laws  Digital Marketing Laws:  Regulations and guidelines that govern how businesses can market their products and services online.  These laws cover areas such as data privacy, consumer protection, advertising standards, and intellectual property rights. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 86 Prof. Maulik Jay R Dhamsaniya Trivedi #2104MN321 #3130006 (PS) (FDM) Unit Unit 1 –1Basic – Introduction Probability to Digital Marketing 87 Overview of Digital Marketing Laws  International Regulations: 1. General Data Protection Regulation (GDPR) 2. California Consumer Privacy Act (CCPA) 3. Personal Data Protection Act (PDPA) 4. Brazilian General Data Protection Law (LGPD) Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 88 Impact on Digital Marketing  Businesses operating globally must comply with these regulations to avoid penalties and ensure consumer trust.  Requires adjustments in data collection, processing, and storage practices. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 89 Regional Differences  European Union (GDPR)  General Data Protection Regulation  United States (CCPA and Others)  California Consumer Privacy Act  Asia-Pacific (PDPA, etc.)  Personal Data Protection Act Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 90 Key Components of Digital Marketing Laws  Data Privacy and Protection  Consumer Rights  Advertising Standards  Email Marketing Regulations  Children's Privacy Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 91 Ethical Considerations in Digital Marketing  Transparency and Honesty  Clear communication, avoiding misleading claims.  Consumer Privacy  Respecting consumer data, obtaining proper consent.  Fairness and Respect  Avoiding manipulative tactics, considering vulnerable populations. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 92 Data Protection and Privacy  Data Collection Practices  Ethical considerations in collecting data, respecting user privacy.  Data Security  Protecting consumer data from breaches and misuse.  User Consent  Ensuring informed consent for data collection and use. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 93 Intellectual Property in Digital Marketing  Copyright and Trademark Issues  Using copyrighted content, respecting trademarks.  User-Generated Content  Managing rights for content created by users.  Content Licensing  Properly licensing third-party content. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 94 Information Technology Act 2000  Legislation and Purpose:  Enacted by the Government of India in 2000.  Provides a legal framework for electronic governance and commerce.  Aims to facilitate electronic transactions and prevent cybercrime. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 95 Key Provisions of the IT Act 2000  Legal Recognition of Electronic Documents  Digital Signatures and Authentication  Electronic Governance  Cybercrimes and Penalties  Data Protection Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 96 TRAI (Telecom Regulatory Authority of India)  Established in 1997 by the Government of India.  Regulates telecommunications services, including telephony, internet, and broadcasting.  Aims to create a fair and transparent policy environment that promotes competition and consumer interest. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 97 Key Functions of TRAI  Regulation and Tariff Setting  Quality of Service (QoS)  Consumer Protection  Licensing and Spectrum Management  Promotion of Competition Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 98 TRAI's Role in Digital Marketing  Regulation of Telemarketing  Implements regulations to control unsolicited commercial communications (spam calls and messages).  Requires telemarketers to register and obtain a license.  Establishes a Do Not Disturb (DND) registry for consumers to opt out of unsolicited communications.  Digital Advertising Guidelines  Monitors digital advertising practices to ensure they are fair and transparent.  Implements guidelines to protect consumers from misleading advertisements.  Data Protection and Privacy:  Advises on policies related to data privacy and protection in the telecom sector.  Ensures that telecom service providers take steps to safe consumer data. Prof. Maulik Trivedi D. Trivedi #2104MN321 #2105CS412(CN) (FDM)  Unit 1 – Introduction Basic of Computer to Digital Network Marketing 99  Fundamentals of Digital Marketing (FDM) DU #2304MN321 Thank You Prof. Maulik Trivedi Computer Engineering Department Darshan Institute of Engineering & Technology, Rajkot [email protected] 9998265805