Digital Marketing

Description

World is going through digital revolution including countries like India with a majority of population using digital means and customers are spending most of their times online (especially youth). Most of the people using online (digital) means for the purchasing essentials items and these activities has been increased post-pandemic era. People are spending time online for various purposes like spending time in social media sites, online tutorial courses, shopping sites, searching necessary information in the internet. It is much easier for them to take purchasing (buying) decisions at faster pace than before. Hence organisation needs to have dynamic and updated strategies to understand the needs of the users and convert them as their potential customers. Digital marketing is a broader term which includes the e-marketing concepts. Digital marketing includes strategies which are related to digital media such as internet, social media, e-mail, digital display boards such as billboards, mobile applications, virtual reality, and databases. Digital media content includes audio, video, text and graphics. Digital marketing analytics plays an important role in the success of digital marketing strategies especially with the use of Machine Learning and Deep Learning models in predicting customer behaviours, purchasing patterns and customer loyalty and retention. This book starts with the introduction of digital marketing and discusses the different types of digital marketing related concepts such as SEO, SMM, and Google adwards and so on. It also helps the users to develop and evaluate the effectiveness of digital marketing understanding in current era.