FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Digital Marketing

UNIT-I
Introduction to Digital Marketing: Digital Marketing, Internet Users, Digital Marketing Strategy, Digital
Advertising Market in India, Skills required in Digital Marketing, Digital Marketing Plan. Display Advertising:
Concept of Display Advertising, Types of Display Ads, Buying Models, Display Plan, Targeting, What Makes a
Good Ad?, Programmatic Digital Advertising, Analytical Tools, YouTube Advertising.
UNIT-II
Search Engine Advertising: benefits of paid Search Advertising, understanding Ad Placement, understanding Ad
Ranks, Creating the First Ad Campaign, Enhance Your Ad Campaign, Performance Reports. Social Media
Marketing: How to build a Successful Strategy. Facebook Marketing: Facebook for Business, Anatomy of an Ad
Campaign, Adverts, Facebook Insights, Other Marketing Tools, Other Essentials.
UNIT-III
LinkedIn Marketing: Why it is Important to have LinkedIn Presence, LinkedIn Strategy, Sales Leads Generation
Using LinkedIn, Content Strategy, LinkedIn Analytics, Targeting, Ad Campaign. Twitter Marketing: Getting
Started with Twitter, How is Twitter Different?, Building a Content Strategy, Twitter Usage, Twitter Ads, Twitter
Analytics, Twitter tools and tips for Marketers. Instagram and Snapchat: Instagram-Content Strategy, Sponsored
Ads, Snapchat, Digital Public Relations.
UNIT-IV
Mobile Marketing: Mobile Usage, Mobile Advertising, Mobile Marketing Toolkit, Mobile Marketing Features,
Addressing the diversity in India through Mobile, Campaign Development Process, Tracking of Mobile
Campaigns. Search Engine Optimisation: Search Engine, Concept of SEO, SEO phases, On Page and Off Page
Optimisation, Social Media Reach, Maintenance. Web Analytics: Data Collection, Key Metrics, Making Web
Analytics Actionable, Multi-channel attribution, How to connect offline with online, Types of Tracking Codes,
Mobile Analytics, Universal Analytics, Competitive Intelligence.