TABLE OF CONTENTS
Module – I
1.DEFINE THE TERM 'DIGITAL MARKETING'. -------------------------------------------------------------------------- 1
2.LIST ANY FOUR DIGITAL MARKETING CHANNELS USED BY BUSINESSES TODAY. --------------------------- 1
3.STATE THE FULL FORM OF SEO, SEM, AND SMM. ----------------------------------------------------------------- 3
4.A LOCAL GROCERY STORE WANTS TO GO ONLINE. IDENTIFY WHICH DIGITAL MARKETING CHANNELS
WOULD BE MOST SUITABLE AND JUSTIFY YOUR CHOICE. --------------------------------------------------------- 3
5.USING A REAL-WORLD EXAMPLE, DEMONSTRATE HOW A BRAND USES DIGITAL MARKETING TO
REACH ITS TARGET AUDIENCE. ------------------------------------------------------------------------------------------- 4
6. DISTINGUISH BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING -------------------------- 5
7. EXPLAIN THE DIGITAL MARKETING OBJECTIVES ------------------------------------------------------------------ 7
8.NAME THE FOUR ELEMENTS OF THE TRADITIONAL MARKETING MIX (4PS). ------------------------------ 7
9.EXPLAIN 4PS OF MARKETING MIX IN DIGITAL CONTEXT -------------------------------------------------------- 7
10.LIST THE THREE ADDITIONAL PS THAT EXTEND THE 4PS TO THE 7PS FRAMEWORK. ------------------- 9
11. EXPLAIN ADDITIONAL 3 PS TO EXTEND THE 4PS TO 7PS FRAMEWORK. ---------------------------------- 9
12. IDENTIFY WHICH 'P' OF THE MARKETING MIX EACH OF THE FOLLOWING BELONGS TO: WEBSITE
CHATBOT, FLASH SALE, INFLUENCER CAMPAIGN, AND APP-BASED LOYALTY PROGRAM.----------------- 11
13. APPLY THE 7PS FRAMEWORK TO ANALYZE THE DIGITAL MARKETING MIX OF A WELL-KNOWN
BRAND SUCH AS SWIGGY OR AMAZON ------------------------------------------------------------------------------- 12
14. LIST FIVE ADVANTAGES OF DIGITAL MARKETING OVER TRADITIONAL MARKETING. ----------------- 13
15. STATE ANY THREE LIMITATIONS OF DIGITAL MARKETING. --------------------------------------------------- 13
16. EXPLAIN ROLE OF DIGITAL MARKETING IN BUSINESS STRATEGY ------------------------------------------ 14
17. EXPLAIN ANY FOUR EMERGING TRENDS THAT ARE SHAPING THE FUTURE OF DIGITAL MARKETING.
---------------------------------------------------------------------------------------------------------------------------------- 14
18. WHAT IS KEYWORD? -------------------------------------------------------------------------------------------------- 15
19. EXPLAIN VARIOUS KEYWORD TYPES BASED ON LENGTH AND BASED ON INTENTION WITH
EXAMPLE.--------------------------------------------------------------------------------------------------------------------- 15
20. NAME THE FOUR KEYWORD MATCH TYPES USED IN GOOGLE ADS. -------------------------------------- 16
21. DIFFERENTIATE BETWEEN 'BROAD MATCH', 'PHRASE MATCH', AND 'EXACT MATCH' KEYWORDS
USING A TABLE FORMAT, HIGHLIGHTING SEARCH BEHAVIOR AND USE CASE FOR EACH. ---------------- 17
22. EXPLAIN THE DIFFERENCE BETWEEN A 'KEYWORD' AND A 'KEYWORD MATCH TYPE' WITH A
PRACTICAL EXAMPLE. ----------------------------------------------------------------------------------------------------- 18
23. APPLY APPROPRIATE KEYWORD MATCH TYPES FOR THE FOLLOWING CAMPAIGN SCENARIO: AN
ONLINE PHARMACY RUNNING ADS FOR 'VITAMIN C TABLETS' WANTS MAXIMUM REACH BUT ALSO
NEEDS TO AVOID IRRELEVANT CLICKS. -------------------------------------------------------------------------------- 18
,1. Define the term 'digital marketing'.
Digital Marketing is the process of marketing of products and services by using internet and
digital devices like computers, tablets, mobile phones etc.
Or
Digital marketing is the practice of promoting products or services with the help of digital
devices and technology in simple words digital marketing is any form of marketing that occurs
online with help of mobile, laptop & internet.
2. List any four digital marketing channels used by businesses today.
Search Engine Optimization, Search Engine Marketing, Display Advertising, Social Media
Marketing, Email Marketing, Mobile Marketing, Affiliate Marketing
1. Search Engine Optimization
SEO is the process of optimizing a website or its content so that it appears higher in unpaid,
organic search engine results pages (SERPs) when users search for relevant keywords on
Google, Bing, or Yahoo.
The goal is to make your website more visible, credible, and accessible to search engines
so they rank it above competitors without paying for that placement.
Types of SEO
On-Page SEO — Optimizing elements within your own website such as title tags, meta
descriptions, headings, keyword usage, image alt text, and content quality.
Off-Page SEO — Building authority through external factors, primarily backlinks — other
reputable websites linking back to yours, signaling trustworthiness to search engines.
2. Search Engine Marketing
SEM is the practice of gaining website visibility through paid advertisements that appear
on search engine results pages. Unlike SEO which earns rankings organically, SEM involves
paying for placement most commonly through Google Ads using a Pay-Per-Click (PPC)
model.
When a user searches for a keyword, businesses bid to have their ad shown at the top of
the results page above organic listings marked with a small "Sponsored" label.
3. Display Advertising
Display advertising refers to visual-based ads like banners, images, videos, animations, or
interactive graphics that appear on websites, apps, and platforms across the internet,
rather than on search results pages.
These ads are shown to users while they browse other websites, watch videos, read
articles, or use apps making them a powerful tool for brand awareness and remarketing.
1
, Types of display advertising
Banner Ads — Static or animated rectangular image ads placed at the top, side, or
bottom of webpages.
Rich Media Ads — Interactive ads with video, audio, or clickable elements that engage
users more deeply.
Video Ads — Pre-roll or mid-roll ads that play before or during online video content on
platforms like YouTube.
4. Social Media Marketing
The use of social media platforms such as Instagram, Facebook, LinkedIn, Twitter/X,
YouTube, and Pinterest to promote a brand, engage with audiences, build community, and
drive website traffic or sales through both organic content and paid advertising.
SMM is unique because it enables two-way communication brands can not only broadcast
messages but also listen, respond, and build relationships with their audience in real time.
5. Email Marketing
Email marketing is the practice of sending targeted, personalized messages directly to a
subscriber's inbox to nurture relationships, promote products or services, share
information, and drive conversions.
It is one of the oldest yet consistently highest-performing digital marketing channels,
delivering an average return of ₹36 for every ₹1 spent making it the channel with the
highest ROI in all of digital marketing.
Types of Email Marketing
Welcome Emails — Sent automatically when someone subscribes, introducing the brand
and setting expectations.
Promotional Emails — Announcing sales, offers, new product launches, or limited-time
deals.
Newsletter Emails — Regular updates sharing content, tips, industry news, and brand
stories to keep subscribers engaged.
Transactional Emails — Automated emails triggered by user actions such as order
confirmations, shipping updates, or password resets.
Drip Campaigns — A series of pre-scheduled emails sent automatically over time to nurture
leads through the buying journey.
Re-engagement Emails — Sent to inactive subscribers to win back their attention with
special offers or updated content.
6. Mobile Marketing
2
Module – I
1.DEFINE THE TERM 'DIGITAL MARKETING'. -------------------------------------------------------------------------- 1
2.LIST ANY FOUR DIGITAL MARKETING CHANNELS USED BY BUSINESSES TODAY. --------------------------- 1
3.STATE THE FULL FORM OF SEO, SEM, AND SMM. ----------------------------------------------------------------- 3
4.A LOCAL GROCERY STORE WANTS TO GO ONLINE. IDENTIFY WHICH DIGITAL MARKETING CHANNELS
WOULD BE MOST SUITABLE AND JUSTIFY YOUR CHOICE. --------------------------------------------------------- 3
5.USING A REAL-WORLD EXAMPLE, DEMONSTRATE HOW A BRAND USES DIGITAL MARKETING TO
REACH ITS TARGET AUDIENCE. ------------------------------------------------------------------------------------------- 4
6. DISTINGUISH BETWEEN TRADITIONAL MARKETING AND DIGITAL MARKETING -------------------------- 5
7. EXPLAIN THE DIGITAL MARKETING OBJECTIVES ------------------------------------------------------------------ 7
8.NAME THE FOUR ELEMENTS OF THE TRADITIONAL MARKETING MIX (4PS). ------------------------------ 7
9.EXPLAIN 4PS OF MARKETING MIX IN DIGITAL CONTEXT -------------------------------------------------------- 7
10.LIST THE THREE ADDITIONAL PS THAT EXTEND THE 4PS TO THE 7PS FRAMEWORK. ------------------- 9
11. EXPLAIN ADDITIONAL 3 PS TO EXTEND THE 4PS TO 7PS FRAMEWORK. ---------------------------------- 9
12. IDENTIFY WHICH 'P' OF THE MARKETING MIX EACH OF THE FOLLOWING BELONGS TO: WEBSITE
CHATBOT, FLASH SALE, INFLUENCER CAMPAIGN, AND APP-BASED LOYALTY PROGRAM.----------------- 11
13. APPLY THE 7PS FRAMEWORK TO ANALYZE THE DIGITAL MARKETING MIX OF A WELL-KNOWN
BRAND SUCH AS SWIGGY OR AMAZON ------------------------------------------------------------------------------- 12
14. LIST FIVE ADVANTAGES OF DIGITAL MARKETING OVER TRADITIONAL MARKETING. ----------------- 13
15. STATE ANY THREE LIMITATIONS OF DIGITAL MARKETING. --------------------------------------------------- 13
16. EXPLAIN ROLE OF DIGITAL MARKETING IN BUSINESS STRATEGY ------------------------------------------ 14
17. EXPLAIN ANY FOUR EMERGING TRENDS THAT ARE SHAPING THE FUTURE OF DIGITAL MARKETING.
---------------------------------------------------------------------------------------------------------------------------------- 14
18. WHAT IS KEYWORD? -------------------------------------------------------------------------------------------------- 15
19. EXPLAIN VARIOUS KEYWORD TYPES BASED ON LENGTH AND BASED ON INTENTION WITH
EXAMPLE.--------------------------------------------------------------------------------------------------------------------- 15
20. NAME THE FOUR KEYWORD MATCH TYPES USED IN GOOGLE ADS. -------------------------------------- 16
21. DIFFERENTIATE BETWEEN 'BROAD MATCH', 'PHRASE MATCH', AND 'EXACT MATCH' KEYWORDS
USING A TABLE FORMAT, HIGHLIGHTING SEARCH BEHAVIOR AND USE CASE FOR EACH. ---------------- 17
22. EXPLAIN THE DIFFERENCE BETWEEN A 'KEYWORD' AND A 'KEYWORD MATCH TYPE' WITH A
PRACTICAL EXAMPLE. ----------------------------------------------------------------------------------------------------- 18
23. APPLY APPROPRIATE KEYWORD MATCH TYPES FOR THE FOLLOWING CAMPAIGN SCENARIO: AN
ONLINE PHARMACY RUNNING ADS FOR 'VITAMIN C TABLETS' WANTS MAXIMUM REACH BUT ALSO
NEEDS TO AVOID IRRELEVANT CLICKS. -------------------------------------------------------------------------------- 18
,1. Define the term 'digital marketing'.
Digital Marketing is the process of marketing of products and services by using internet and
digital devices like computers, tablets, mobile phones etc.
Or
Digital marketing is the practice of promoting products or services with the help of digital
devices and technology in simple words digital marketing is any form of marketing that occurs
online with help of mobile, laptop & internet.
2. List any four digital marketing channels used by businesses today.
Search Engine Optimization, Search Engine Marketing, Display Advertising, Social Media
Marketing, Email Marketing, Mobile Marketing, Affiliate Marketing
1. Search Engine Optimization
SEO is the process of optimizing a website or its content so that it appears higher in unpaid,
organic search engine results pages (SERPs) when users search for relevant keywords on
Google, Bing, or Yahoo.
The goal is to make your website more visible, credible, and accessible to search engines
so they rank it above competitors without paying for that placement.
Types of SEO
On-Page SEO — Optimizing elements within your own website such as title tags, meta
descriptions, headings, keyword usage, image alt text, and content quality.
Off-Page SEO — Building authority through external factors, primarily backlinks — other
reputable websites linking back to yours, signaling trustworthiness to search engines.
2. Search Engine Marketing
SEM is the practice of gaining website visibility through paid advertisements that appear
on search engine results pages. Unlike SEO which earns rankings organically, SEM involves
paying for placement most commonly through Google Ads using a Pay-Per-Click (PPC)
model.
When a user searches for a keyword, businesses bid to have their ad shown at the top of
the results page above organic listings marked with a small "Sponsored" label.
3. Display Advertising
Display advertising refers to visual-based ads like banners, images, videos, animations, or
interactive graphics that appear on websites, apps, and platforms across the internet,
rather than on search results pages.
These ads are shown to users while they browse other websites, watch videos, read
articles, or use apps making them a powerful tool for brand awareness and remarketing.
1
, Types of display advertising
Banner Ads — Static or animated rectangular image ads placed at the top, side, or
bottom of webpages.
Rich Media Ads — Interactive ads with video, audio, or clickable elements that engage
users more deeply.
Video Ads — Pre-roll or mid-roll ads that play before or during online video content on
platforms like YouTube.
4. Social Media Marketing
The use of social media platforms such as Instagram, Facebook, LinkedIn, Twitter/X,
YouTube, and Pinterest to promote a brand, engage with audiences, build community, and
drive website traffic or sales through both organic content and paid advertising.
SMM is unique because it enables two-way communication brands can not only broadcast
messages but also listen, respond, and build relationships with their audience in real time.
5. Email Marketing
Email marketing is the practice of sending targeted, personalized messages directly to a
subscriber's inbox to nurture relationships, promote products or services, share
information, and drive conversions.
It is one of the oldest yet consistently highest-performing digital marketing channels,
delivering an average return of ₹36 for every ₹1 spent making it the channel with the
highest ROI in all of digital marketing.
Types of Email Marketing
Welcome Emails — Sent automatically when someone subscribes, introducing the brand
and setting expectations.
Promotional Emails — Announcing sales, offers, new product launches, or limited-time
deals.
Newsletter Emails — Regular updates sharing content, tips, industry news, and brand
stories to keep subscribers engaged.
Transactional Emails — Automated emails triggered by user actions such as order
confirmations, shipping updates, or password resets.
Drip Campaigns — A series of pre-scheduled emails sent automatically over time to nurture
leads through the buying journey.
Re-engagement Emails — Sent to inactive subscribers to win back their attention with
special offers or updated content.
6. Mobile Marketing
2
