Dmec Unit 1

[KMBN-207] Digital Marketing and E-Commerce (UNIT-1)
Digital Marketing:
Definiton:
Digital marketing is a form of direct marketing which links consumers with sellers electronically
using interactive technologies like emails, websites, online forums and newsgroups, interactive
television, mobile communications etcetera (Kotler and Armstrong, 2009).
Digital marketing is the use of digital technology and internet connected devices to achieve
marketing goals. It can also be used to further augment the brand experience online and can
also be used to provide a low-cost delivery network for your marketing content in comparison
to traditional marketing methods.
Significance of Digital Marketing:

▪ Better Reach
Nowadays, many people across the world are spending their time online. They are browsing the
internet and looking for your products. In order to benefit from this massive audience base,
maximising your online presence is key. This is where digital marketing comes into the picture.
Digital marketing is all about reaching the right people at the right time. Hence, to begin with,
one must have an engaging online store with easy navigation to improve audience reach.
In this process, various mediums within digital marketing can eventually help in brand building
– Pay Per Click Marketing, Social Media Marketing, Search Engine Optimization, Content
Marketing, and many more.
▪ Can compete with large corporations
Analysing the competitor is a key activity in digital marketing. The activity is essential to keep
up with the competition especially amongst fast-growing brands such as Myntra, Amazon, Big
basket, Walmart.
Businesses also try to push the envelope with multichannel marketing which comprises of
PPC, SEO, social media, and many more mediums. The approach helps both small and large
businesses to achieve their respective goals, leveling the field.
▪ Increase in Brand Awareness for small businesses
Compiled by Manish (Assistant Professor MBA) Page 1

Digital marketing is a boon to businesses. Large companies use digital marketing so that they
could stand steady in a competitive environment. In contrast, small businesses use online
marketing to make headway into a booming market and create brand awareness amongst large
companies.
▪ Increase in Sales
One of the key aspects, when it comes to the importance of digital marketing, is that one can
measure their CRO (Conversion rate Optimisation) in real-time. The data can help understand
the overall percentage of searches that get converted into leads by buying products. PPC, Social
media marketing, SEO services, affiliate marketing are some of the active channels to
communicate and get high conversions.
▪ Return on investment
If you want to know the value of digital media, look at the measurement metrics of profit and
loss it drives for business. The ROI in digital marketing defines the worth of your marketing
campaigns. For example, when compared with other mediums like e-mail marketing, content
marketing, PPC, social media campaigns; SEO has been known to generate higher ROI. From
basic metrics such as sessions and bounce rate, the organic traffic generated by the SEO shows
40% more revenue growth than any other marketing strategies.
▪ Maintaining the Brand Reputation
Developing a strong brand reputation in the online world has become very important as the
brand’s reputation cements its ability to sustain in the market. Thereby, further reiterating the
importance of digital marketing in this aspect too.
▪ Your Customers are Online
The internet has become a fundamental necessity of everyday life, with more than 4.66 billion
internet users globally. Your customers, targeted customers and competitors are all online, and
they are looking for businesses like yours. When they cannot find you, the chances are that
they will see your competitors. You risk losing your customers if you do not have an online
presence and exposure.

Your online business will feel digital marketing importance when it requires the right kind of
exposure and visibility to generate leads and improve sales. When your customers do not find
you online, it is possible that they might not value your products and services.
▪ Can target ideal audiences
Imagine, reaching out to the right audience for your business’s niche is such a
great opportunity. That is exactly what digital marketing helps to achieve. You can analyze your
audience’s behavior online and take measures to deliver optimal fulfillment. When you reach
the right audience group, you drive more traffic, and that results in better campaigns.
▪ Get Ahead of Your Competitor
The digital market is incredibly competitive when it comes to online business, in particular.
Hence, you would want potential customers to find you with your best reviews and other
measures initiated by various digital marketing services. These measures can you and your
customer to work towards the right business goals in the end.
Also, for any successful business, one needs to make a track of their competitor’s activities.
How do they communicate with customers? What makes them unique? Competitor analysis
can help you understand all the aforementioned queries and develop strategies that work best
in your favour.
▪ Different Channels To Boost Your Traffic
One can use multiple different avenues to make their business successful in the marketing
world. Business owners have the freedom to avail SEO services, PPC Services, content
marketing services, and even social media campaigns to boost traffic on their website.
▪ Engagement with Mobile Customers
We are engaging ourselves in a portable world, as these days people carry their devices like
smartphones and laptops, on the go. After Google’s mobile-first update, almost all the websites
are developed in a manner that they are easily accessible on the mobile as well.
Perhaps, mobile users are more common now than ever before, and the chances are that
mobile users are likely to purchase.
▪ Take Your Business International

The importance of digital marketing comes into play in a big way when it comes to taking the
reach of businesses overseas. With the help of digital marketing services, you can connect with
international customers and work with them to expand your business worldwide.
Change is Constant! The scope of digital marketing continues to develop with incredible
flexibility and competitive technologies.
▪ Digital Marketing Strategies are Cost-effective and Faster
For every business, being cost-effective is one of the most critical priorities. Unlike traditional
marketing, digital marketing is cost-effective. Besides, small businesses feel digital marketing
importance as it brings in faster results at a considerably limited budget. Additionally, digital
marketing also has the capability to reach a wider audience regardless of location.
You can also target a broader target market by developing multiple marketing strategies to
cater to specific consumer groups simultaneously. Running a digital marketing campaign utilises
a significantly lesser budget while giving a higher ROI. It is always better to mix traditional
methods and digital marketing solutions to develop an optimum marketing plan for business.
▪ Helps in Tracking & taking Actions
One of the most common issues that the market faces is finding ways to track and measure the
success rate of various digital marketing mediums. But there are tools such as Google Search
Console, Google Analytics, Ads manager, etc. that pull in data and help gauge the performance
of search engine campaigns among different audiences.
Traditional Marketing Vs Digital Marketing:
Traditional Marketing: Traditional marketing is the old way of marketing Technique. It refers
old kind of promotion, advertisement which includes flyers, billboards, TV ads, radio ads,
print advertisements, newspaper ads, etc. These techniques were used by the companies in
early period of time.
Digital Marketing: Digital Marketing is modern way of marketing technique. In which we are
promoting, selling products and services by online marketing. It also refers to the Marketing

of any kind of business through digital media and devices such as Google, Facebook,
Instagram, youtube.etc.
Below is a table of differences between Traditional Marketing and Digital Marketing:
Traditional Marketing Digital Marketing
The promotion of product and

The promotion of product and services services through digital media or
through TV, Telephone, Banner, Broadcast, electronic medium like SEO, SEM,
Door to Door, Sponsorship, etc. PPC, etc.
Digital Marketing is more cost

Traditional Marketing is not cost effective. effective.
It is efficient and fast for brand

It is not so good for Brand building. building.
Digital Marketing is easy to Measure

Traditional Marketing is difficult to Measure. with the help of analytics tools.
Digital Marketing includes:

traditional Marketing includes:
• Search engine optimization
• T.V.advertisement (SEO)
• Radio • Pay-per-click advertising (PPC)
• Banner Ads • Web design
• Broadcast • Content marketing
• Sponsorship • Social media marketing
• print Ads • Email marketing
Digital Marketing Process:

Step 1 - Research:
At this stage, you will collect all the information that will be required for decision making in the
next stages. Information collected during the research will become your raw material to
strategize & create your digital marketing campaign. This stage can also be called as Digital
Marketing Research. At this stage, you will research 4 sets of information:
1. About Business

2. About Your Target Customers

3. About The Product That You Want To Market
4. About Online Competition
Each set is unique & equally important. You will require multiple sources to collect the
information.
Step 2 –Create:
Once you collect information at the research stage, you can now start creating:
1 – Digital Marketing Objectives / Goals: These are the ultimate goals that you want to achieve
through your Digital Marketing Campaign. Every business is unique, therefore their goals will
also be unique. Campaigns without clear goals will end up spending money without the
assurance of achieving goals. What goals you should set, can be answered after looking at
information collected at the Digital Marketing Research stage.
2 – Digital Marketing Strategy: After you set the goals, it’s time to create a strategy to achieve
those goals. Your Digital Marketing Strategy will include Positioning Strategy, Branding Strategy,
Content Strategy, Digital Marketing Channels Strategy. What strategy should be adapted/
created, will be answered from the information collected at the Digital Marketing Research
stage.
3 – Digital Marketing Plan: At this stage, you will lay down a documented plan that will include
all your detailed Digital Marketing activities with timelines.
4 – Creating Primary Digital Identities: The 3 primary Digital Identities of business are Website,
Blog & App. These are like your online office, shops, or showrooms. These are the places where
you want your target customer to reach & ultimately buy your products & services. Before you
move on to the next stage, i.e promote, your primary digital identities must be fully ready. For
businesses that want to sell their products through major E-Commerce portals, creating digital
identities can be optional. But, it’s better to at least have a website for establishing some
credibility of your business.
Step 3 – Promote:
After your primary digital identities are fully ready, you will start promoting them. That means
you want relevant people to start coming to your primary digital identities. This is also called as
generating relevant traffic. Relevant traffic is an important word here.
The more you get relevant traffic to your website, the more the conversion you can expect.
Your options to promote your website/blog / app will be:
1. Search Engines

2. Display Network
3. Ecommerce Portals
4. Social Media
5. Email
6. Messaging
7. Affiliate
The above are also known as Digital Marketing Channels, which you need to promote your
Primary Digital Identities (Website / Blog / App). There are sub-channels & networks within
some of the channels mentioned above.
Which channels, subchannels, networks to go for & whether to do organic or inorganic

promotions, these questions will already be answered at the Digital Marketing Strategy
creation stage.
Step 4 – Analyze:
Once you create your primary digital identities & start promoting them through various digital
marketing channels, it’s time to start monitoring your performance. Analyzing is like looking at
the outcome of your digital marketing work. You will receive analytics for your primary digital
identities, as well as the channels through which you have done the promotions.
The most important & ultimate analytics for any business is the analytics of your website/blog /
app. Google Analytics is widely popular to generate analytics of your primary digital identities.
The 4 major sections of Google Analytics are:
1. Audiences
2. Acquisition
3. Behavior
4. Conversion
Step 5 – Optimize:
At this stage, based on analysis & observations, you start making changes (fine-tuning). The
changes could be in your primary digital identities or digital marketing channels. Changes are
also referred to as content & design of your identities & promotional communication.
The Contemporary Digital Revolution:
The Digital Revolution refers to the advancement of technology from analog electronic and
mechanical devices to the digital technology available today. The era started to during the
1980s and is ongoing. The Digital Revolution also marks the beginning of the Information Era.
The Digital Revolution is sometimes also called the Third Industrial Revolution.

The development and advancement of digital technologies started with one fundamental idea:
The Internet. Here is a brief timeline of how the Digital Revolution progressed:
• 1947-1979 - The transistor, which was introduced in 1947, paved the way for the
development of advanced digital computers. The government, military and other
organizations made use of computer systems during the 1950s and 1960s. This research
eventually led to the creation of the World Wide Web.
• 1980s - The computer became a familiar machine and by the end of the decade, being
able to use one became a necessity for many jobs. The first cellphone was also
introduced during this decade.
• 1990s - By 1992, the World Wide Web had been introduced, and by 1996 the Internet
became a normal part of most business operations.
• 2000s - By this decade, the Digital Revolution had begun to spread all over the
developing world; mobile phones were commonly seen, the number of Internet users
continued to grow, and the television started to transition from using analog to digital
signals.
• 2010 and beyond - By this decade, Internet makes up more than 25 percent of the
world's population. Mobile communication has also become very important, as nearly
70 percent of the world's population owns a mobile phone. The connection between
Internet websites and mobile gadgets has become a standard in communication. It is
predicted that by 2015, the innovation of tablet computers will far surpass personal
computers with the use of the Internet and the promise of cloud computing services.
This will allow users to consume media and use business applications on their mobile
devices, applications that would otherwise be too much for such devices to handle.
Digital Transformation:
Digital transformation is the use of the latest technologies to enhance existing processes and
offer new and improved services and products to customers. It aims to create value by changing
how businesses operate and how they deliver value to customers.

Digital Transformation Framework:
Digital transformation framework is a roadmap of what digital strategies guide your business in
a competitive evolving business landscape. It is a reference point and root of digital
transformation projects. It aims to improve business’s digitization processes by identifying the
goals of digitization.
Why is a Digital Transformation Framework Important?
According to McKinsey’s research, 70 percent of large-scale transformation programs fail.

Common pitfalls are resistance to changing culture, lack of leadership, poor cross-functional
collaboration. A framework can help organizations avoid these pitfalls by demonstrating a
roadmap to success. It provides an agreed business-wide approach so that employees and
executives don’t stray away from goals during agile evolving business conditions.
Common patterns in most frameworks:
• Digitized business model
• Talent enhancement within the enterprise
• Customer-centric products and services
• Innovative culture
• Collaborative leadership
What are the Features of a Good Digital Transformation Framework?
A good digital transformation framework provides these benefits:

• Provides efficiency and consistency by enhancing performance
• Improves business process
• Increases employees’ productivity
• Facilitates constant communication across all the business departments
• Meets the customers’ expectations
• Creates coherent business strategies
How Do You Choose the Right Framework for Your Business or Organization?
The answer to this is simple. The ideal digital framework for your company is the one that
strikes a balance between something that is adaptable to your specific organization but is
broken down into steps that are cohesive, logical, and whose progress can be easily verified.
Example of Digital Transformation:
Digital Transformation at Cisco
In the past three years, Cisco has analyzed all aspects of its business and started its
transformation into a digital organization. They have transformed their workplace, services,
supply chain, and security with digitization.
• Workplace: in the workplace, they have created an activity-based environment and empower
employees with collaboration technology and IoT applications. This has led to a 17% increase
in employee satisfaction and engagement.
• Supply chain: Cisco digitally connected multiple partners and suppliers, enhancing collaboration
to improve delivery cycles. This has increased productivity by 35%.

• Services: They made their support services more connected with virtual spark rooms that let
customers collaborate with experts in real time. By doing this, they reduced the time to resolve
issues by 90%.
• Security: With tools that provide threat analytics and traffic network management, they’re
blocking nearly 4.5 billion threats per day.
Types of Websites:
The internet is a vast and ever changing arena. There are billions of websites online.
All competing for some share of the attention potential customers give to their online browsing
each day.
When you are starting a new website – it can be overwhelming to think about all the other
websites out there.
But it is helpful to remember that within that huge number of websites – you will have a lot of
different types of websites trying to accomplish different things.
As you are considering how best to build your own website – carefully consider what type of
website you want to create.
When you can set up and narrow down your goals in mind you will easily identify the other
websites in your category for inspiration.
Below are some of the most popular types of websites you will see around the internet. There
may be some overlaps between the different categories.
However in general each type of website has certain goals to achieve and its own set of best
practices.
Which one will you choose to create for your website? This is in no particular order and all of
them are important in their own way.
1. E-COMMERCE WEBSITE
An E-commerce website is a website where customers can directly buy your products from. You
may have used a number of e-commerce websites previously some big brands and plenty of
smaller ones.
Any website that includes a shopping cart and a way for you to provide credit card information
to make a purchase falls into this category. Great examples would be eBay. Amazon, Ali Express
and more.

If you are setting up a website for your business and plan to sell your products through the
website then this is the type of website you need to build.
E-commerce websites can be an extension of your existing business or become something

when you build a new business.
2. ENTERTAINMENT WEBSITE
If you think about your internet browsing habits – I am sure you can think of a few websites
that you visit purely for entertainment purposes.
They could be humour websites like Engrish.com, webcomics like Webtoons or Tapas or just
websites with fun or interesting content like Buzzfeed.
Most of these websites aim to make money like businesses and E-commerce websites do but
usually through the advertisements that show up on the page rather than through selling
specific products or services.
3. BUSINESS WEBSITE
A business website is any website that is devoted to representing a specific business.
It should be branded like the business and communicate the types of products or services the
business offers with the same logo and positioning.
Every business should have a website. It is a widespread expectation. Every potential customer
you encounter will assume that if they Google your business looking for more information they
will find a website.
And if they do not then this makes the business look less professional or legitimate.
E-commerce websites are business websites however it is also possible to have business
websites that do not sell anything directly to customers.
These businesses encourage customers to get in contact for more information (a lead
generation website) or come to a storefront if they are interested in becoming customers.
4. MEDIA WEBSITE
Media websites collects and distribute news, stories and other reporting.
There may be some overlap with entertainment websites but media websites are more likely to
include reported pieces of content meant purely for entertainment.
This category includes sites like the BBC News, The Independent, The Financial Times and more.

5. PORTFOLIO WEBSITE
Portfolio websites are sites devoted to showcasing your work expanding from landscape
photographers to fashion models to properties and more.
Having an online portfolio website these days can show off your talents to potential employers
/ customers.
Service providers who want to show potential customers the quality of their work can use a
portfolio website to showcase some of the best samples of completed past works.
This type of website is simpler to build and more focused on a particular task – collecting work
samples or showcasing the work.
6. CATALOGUE WEBSITE
If your business does not require online payments then an online catalogue or brochure will
enable you to display what you have to offer and attract potential customers.
Spreading the word about a business used to be limited to television, paper based printing or
radios however a website gives a much wider reach.
Online brochures are a great idea for dental surgeries, hair dressers, holiday destinations and
manufacturers.
7. BROCHURE WEBSITE
Brochure websites are a simplified form of business websites.
This is suitable for businesses that need an online presence but do not want to invest a lot into
it.
These businesses are confident they will continue to get most of your business from other
sources.
A simple brochure site that includes just a few pages that lay out the basics of what they do and
provide contact information that may be enough for them.
8. INFORMATIONAL WEBSITE
Information websites are particularly helpful. People no longer have to visit libraries and take
out books for basic information.
Any question that comes into someone’s mind nowadays is often swiftly followed up with a
quick search on Google to find their answer.

A great deal can be learned online and many people are now researching and self-teaching with
online tutorials, how-to and tips from such websites. Example includes – The NHS for medical
information.
9. NON-PROFIT WEBSITE
Just like businesses websites a non-profit organisation need to have an online presence to do
the same.
A non-profit website is the easiest way for many potential donors to make donations.
This would be the first place where donors look to learn more about a non-profit organisation
and determine if they want to support it.
If you have or are considering starting a non-profit organisation then building a website is a
crucial step in proving your legitimacy and reaching more potential customers.
10. PERSONAL WEBSITE

Not all websites exist to make money in some way or another. Many potential customers find
value in creating personal websites to put their own thoughts out into the world.
This category includes personal blogs, vlogs and photo diaries people share with the world.
Sometimes these websites can evolve into something that makes money if they become
popular enough.
The person who started them wants to make that shift but they primarily exist as a way to
share your feelings, insights and art with any friends and strangers that might be interested.
Building a personal website is easier than most of the other websites since the goal has lower
stakes.
You just want to make it look like you want rather than worrying about driving sales or making
ad money.
Some simple templates or an easy-to-use website builder should be all it takes to get something
up that satisfies your desire to share.
11. BIO WEBSITE

Authors and writers have their own websites which include their biography, a catalogue of their
works with reviews and comments.
There may as well be links to their social media, blog and places their publications are being
sold online.

This is especially useful in the world of publishing and establishment of a fan base.
12. INFOPRENEUR WEBSITE

Infopreneur websites overlap a bit with business and E-commerce websites but they represent
a unique type of online business. Infopreneurs create and sell information products.
That could be in the form of courses, tutorials, coaching, mentoring, videos or e-books.
Whatever form it takes, infopreneurs need their website to do the hard work of collecting,
building up and convincing customers that their educational products are worth buying.
To sell information products securely they will need some of the same tools of an E-commerce
website, including an SSL certificate and a merchant account.
Those with a lot of knowledge products should also invest in e-commerce software to make it
easier for visitors to select and purchase the ones they are interested in.
Infopreneurs usually create a mix of valuable free content and premium content that they
charge.
The infopreneur’s website serves as the central location for both contents. The free content
serves as a marketing tool to get people onto the site and the paid products that account for
their profits.
Building a good website is therefore crucial for this type of business model.
13. WIKI OR COMMUNITY FORUM WEBSITE

Most people are familiar with wikis through the most famous example out there:- Wikipedia.
But wikis can be created on pretty much any subject you can imagine.
A wiki is any website where various users are able to collaborate on content and all make their
own tweaks and changes as they see fit.
There are wikis for fan communities – for business resources and for collecting valuable
information sources.
WRAPPING UP
Whatever type of website you choose to create? It is important to think through what you want
from it and make sure you design it based on the particular goals you have in mind.
Different types of websites will have different types of content, layout, navigation, design and
more.

And one of the first things you will need to figure out before your website goes live is where to
host it.
Best- Digital Marketing has a number of affordable web hosting plans that are right for all kinds
of types of websites.
For more information, review the options on our website or get in touch with any questions you
have. Building a website does require some work but the benefits of having one are usually well
worth the effort.
Keywords:
Keywords are ideas and topics that define what your content is about. In terms of SEO, they're
the words and phrases that searchers enter into search engines, also called "search queries." If
you boil everything on your page — all the images, video, copy, etc. — down to simple words
and phrases, those are your primary keywords.
As a website owner and content creator, you want the keywords on your page to be relevant to
what people are searching for so they have a better chance of finding your content among the
results.
Understanding Domain and Webhosting:
Webhosting:
A web hosting is a computer where people store their websites. Think of it as a house where
you store all your stuffs; but instead of storing your clothes and furniture, you store computer
files (HTML, documents, images, videos, etc) in a web host.
More often than not, the term “web hosting” refers to the company that rent out their
computer/servers to store your website and provide Internet connectivity so that other users
can access to the files on your website.
Example of hosting companies: InMotion Hosting, GreenGeeks, A2 Hosting.
How does Web Hosting Work?
Usually, a web hosting company do more than just storing your website. Here are some value-
added services and features to expect from your hosting provider:
• Domain registration – So you can buy and manage domain and hosting from the same
provider
• Website builder – Drag-and-drop web editing tool to create a website
• Email hosting – To send and receive emails from [email protected]
• Basic hardware (server setup) and software (CMS, server OS, etc) support

Web Hosting vs Data Center
The term “web hosting” usually refers to the server that host your website or the hosting
company that rent that server space to you.
Data center usually refers to the facility that is used to house the servers.
A data center could be a room, a house, or a very large building equipped with redundant or
backup power supplies, redundant data communications connections, environmental controls –
ie. air conditioning, fire suppression, and security devices.
Domain Name:
A domain is the address of your website. Before you can setup a website, you will need a
domain.
To own your own domain, you will need to register your domain with a domain registrar.
Domain name is not something physical that you can touch or see. It is a string of characters
that give your website an identity (yes, a name, like human and businesses). Examples of
domain name: Google.com, Alexa.com, Linux.org, eLearningEuropa.info, as well as Yahoo.co.uk.
All domain names are unique. This means there can be only one alexa.com in the world. You
cannot register a name once it is registered by others (governed by ICANN).
Top Level Domains (TLDs):
In Domain Name System (DNS), there is a hierarchy of names. Top Level Domains (TLDs) are a
set of generic names in the hierarchy – COM, NET, ORG, EDU, INFO, BIZ, CO.UK, etc.
Example #1:
Google.com, Linux.org, Yahoo.co.uk
Notice that these domains end with a different “extension” (.com, .org, .co.uk.)? These
extensions are known as TLDs.
The official list of all top-level domains is maintained by the Internet Assigned Numbers
Authority (IANA) at the Root Zone Database. As of April 2018, there are 1,532 TLDs in total.
Some TLDs are commonly seen –
BIZ, BR, CA, CN, CO, CO.JP, COM.SG, COM.MY, EDU, ES, FR, INFO, MOBI, TECH, RU, UK, US,
Some are less known of –
AF, AX, BAR, BUSINESS, BID, EXPERT, GURU, JOBS, MOBI, TECH, ESTATE, WIEN, WTF, WOW, XYZ

While most of these TLDs are open for public’s registration, there are strict regulations on
certain domain registration. For example the registration of country code top level domains
(like .co.uk for United Kingdom) are restricted for the citizens of the corresponding country; and
the activities with such domains website are ruled by local regulations and cyber laws.
Certain extensions of these TLDs are used to describe the ‘characteristics’ of the website – like
BIZ for businesses, EDU for education (schools, universities, colleagues, etc), ORG for public
organization, and country code top level domain names are for locations.
ICANN publishes case studies on the usage of different generic TLD, check it out if this interests
you.
Domain vs Sub-domain
Take mail.yahoo.com for example – yahoo.com is the domain, mail.yahoo.com in this case, is
the sub domain.
A domain must be unique (for example there can only be one single Yahoo.com) and must be
registered with a domain registrar (ie. Namecheap and Hover); while for sub domains, users can
freely add it on top of the existing domain as long as their web host provide the service. Some
would say sub-domains are the ‘third level’ domains in the sense that they are simply “sub
folders” under the domain root directory, normally used to organize your website content in
different languages or different categories.
However, this is not the case to many including the search engines – it is known fact that the
search engines (namely, Google) treat sub domain as a different domain independent from the
primary domain.
Quick recap
Website Domain Name Subdomain TLD ccTLD
yahoo.com Yahoo – com –
mail.yahoo.com Yahoo mail com –
finance.yahoo.com Yahoo finance com –

Website Domain Name Subdomain TLD ccTLD
yahoo.co.jp Yahoo – – co.jp
How Domain Name Registration Works:
Here's how domain registration works from a user's point of view.
1. Think of a good name you want for your website.

2. A domain name needs to be unique. Prepare a few variations – just in case the name is
taken by others.
3. Make a search on one of the registrars' website (ie. Namecheap).
4. If your selected domain name is not taken, you can order it instantly.
5. Pay a registration fees, range $10 – $35 depends on the TLD (usually using PayPal or
credit card).
6. You are now done with the registration process.
7. Next you will need to point the domain name to your web hosting (by changing its DNS
record).
And that's about it.

We discussed in-depth about how to choose a good domain name, compared domain
registration prices, and explained the process of buying an existing domain in this domain
dummies guide.
Domain Name vs Web Hosting
What are the differences?

The difference between web host and domain name.
To simplify: A domain name, is like the address of your home; web hosting on the other hand, is
the space of your house where you place your furniture.
Instead of street name and area code, set of words or/and numbers are used for the website's
naming'. Computer hard disk and computer memory are used instead of instead of wood and
steel for storing and processing data files. The idea is presented clearer with the diagram above.
Building Website/Blog using CMS WordPress:
Over the years, we’ve seen people set up WordPress websites for countless reasons. Perhaps
they wanted to share their ideas, take a small service-based business online, or run an
eCommerce store. Whatever the reason, a common experience was clear. All these things are
entirely achievable thanks to easy-to-use website builders like WordPress.com.
Gone are the days where you needed coding or HTML know-how to set up a WordPress
website. Instead, with WordPress.com’s intuitive drag and drop web page builder and its
hundreds of themes and apps to choose from, WordPress.com is undoubtedly one of the most
versatile website builders available. Plus, unlike setting up your site using a self-hosted
WordPress.org installation, WordPress.com takes care of web hosting services and security for
you.
If setting up a WordPress site sounds like a lot to take in, don’t worry. In this tutorial, we’re
outlining how to set up a WordPress website in ten simple steps…

1. Sign up for WordPress.com
First off, you’ll need to sign up for a WordPress.com account by heading over to
WordPress.com and clicking the ‘Get Started’ button. This is located on the top right-hand side
of the homepage.
From there, you’ll have to provide your email and create a password and username. Once
you’ve done that, you’ll be redirected to a page where you can select your preferred
WordPress.com hosting plan.
It’s as simple as that. WordPress.com is a fully hosted service, so you don’t have to worry about
installing WordPress yourself or paying for WordPress hosting providers like Bluehost or
Siteground.
If you’re unsure which package to opt for, why not get started with the free plan? This is great
for familiarizing yourself with WordPress.com’s interface and for creating a personal site
and blog. Then, if you need more features later on, you can upgrade your package to benefit
from extra functionality and customizability.
That said, the best WordPress plan to use from the get-go is the Business package. This
provides all the tools needed to create a professional-looking website from scratch.
2. Establish a Brand Identity
Creating an identity for your brand isn’t an easy process, but it’s imperative to give this some
consideration before delving into web design. This is crucial for creating consistency and
ensuring every aspect of your website appeals to your target demographic. With that in mind,
be sure to give these two elements due care and attention:
Your Website’s Name
Your website’s name is an important decision. It immediately informs visitors what your site’s
about and goes hand in hand with your web domain name – the online ‘address’ to your site
that displays in the browser’s search bar.
Of course, your website’s name will hinge on the kind of site you’re creating. For instance, if
you’re launching an online portfolio, you might be considering using your own name or the
name of your brand. Alternatively, if you’re thinking of selling services or products, you might
want to foreground the types of services you provide in your domain name.
No matter the kind of website you’re creating, here are a few things to keep in mind:
• Choose a name that’s memorable and easy to spell. That way, visitors can easily
navigate back to your website from memory alone.

• Double-check that your name isn’t too similar to an existing site. You might otherwise
lose traffic to your competitor and frustrate your audience if they can’t find you.
• Check if your domain name is available. You can do this by typing your ideas
into https://instantdomainsearch.com/.
• If your website’s title is doubling as a potential name for a new business, brainstorm
some ideas and pick your favorites. Then, poll these with friends, family, and your
professional network to get their input.
Choosing or Changing Your Website Name
After you’ve selected your WordPress.com plan, you’ll be prompted to enter your website’s
name. Then, you’ll be asked to select a domain name. If you’re using the free plan, you’ll be
given a WordPress subdomain, which looks like this:
www.[yourNameHere].wordpress.com
As your site grows, you’ll likely want to purchase your own domain name to appear more
credible and professional. With WordPress.com’s Pro plans, you’ll get a free domain name for a
year. To register your custom domain, make sure you’re logged into your WordPress.com
account. Then, head to ‘My Site’ and from the left-hand sidebar select ‘Manage,’ followed by
‘Domains.’
Then select ‘Change primary domain.’
If you already have a website up and running and want to change your website’s name, head
over to:
My Site → Manage → Settings
Here you can change your site’s title (which is the heading for your homepage content), tagline,
and your site’s icon.
Note: Your website’s name and domain name don’t have to be the same. However, we
recommend keeping them the same or at least similar. This helps keep branding consistent and
aids visitors with remembering your brand’s name.
Choosing the Right Tagline
In addition to your website’s name, your tagline is another way to help define your brand
identity to curious visitors. Your tagline should be short, snappy, and summarize what you do
and what visitors gain from your site. From an SEO (search engine optimization) perspective, it’s
also wise to include any keywords you’re trying to rank for.
3. Choosing a WordPress Theme

Your chosen WordPress theme is your website’s blueprint that determines its basic style and
organization. There are over 100 free WordPress themes to choose from and even more
premium themes to peruse. Search for templates on the theme market by website type, layout,
or features to narrow down your options.
Although picking a WordPress theme is an important decision, don’t worry if you’re not 100%
sure. You can switch templates at any time. To do this, just head to ‘My Sites,’ then from the
left-hand sidebar click ‘Design,’ followed by ‘Themes.’
Once you’ve selected a theme, you can start customizing your WordPress website’s design
using the drag and drop builder.
4. Design Your Homepage
There’s a good chance your homepage will be the first web page visitors land on when they
click through to your site. So, it’s crucial this makes a good impression, exudes your brand
identity, and communicates the value you offer customers.
As many as 38% of visitors will stop engaging with a site if its design is unattractive.
The moral of the story? Design matters.
Just like picking your website’s name, your homepage’s design will vary depending on the type
of site you’re creating. For instance, in the case of an online portfolio, you’ll want your prior
work front and center. Or, if you’re running an online store, you might want to showcase your
best selling products. Conversely, if you’re offering a service, make sure your value statement is
the first thing prospects see.
Thanks to WordPress.com’s easy-to-customize themes, you can start modifying your homepage
using a pre-built page layout. Or, if you have a specific vision for your homepage, you could
start from scratch with a blank page and allow your imagination to run free!
Either way, WordPress.com makes it simple to add, change or remove website elements to
make your homepage your own. You can drag and drop WordPress.com’s ‘Blocks’ onto your
web page to modify the layout of your content.
Popular blocks include:
• Images
• Galleries
• Columns
• Videos
• Payment buttons

…To name a few.
Once you’re happy with your homepage, hit the publish button. Then you can set it as your
site’s static homepage. Here’s how:
• Go to My Site → Design→ Customize

• Now, click ‘Homepage Settings‘ → ‘A static page option.’
• From there, select the homepage you’ve just designed from the Homepage dropdown.
• Now, a preview window will show your selected page.
• Click ‘Save Changes’
5. Create More Pages
Once you’re happy with your homepage, it’s time to create more web pages for your site:
Typically, most websites need the following:
• An about section
• A blog page
• A contact page
• Service pages (These only apply if you’re a service provider)
• Product pages (These are only relevant if you’re running an eCommerce store)
• FAQs: Create a space where visitors can get answers to common queries
To add new pages, go to:
My Site → Site → Pages →Add New Page
From there, you can pick from a variety of layouts depending on the type of page you’re
creating – ‘About, ‘Blog,’ ‘Contact,’ etc.
Like the homepage you just created, you can use ‘blocks’ to quickly shift your web page’s layout
and functionality.
Note: Any page you ‘publish’ on your website will remain private until you launch your whole
site. If you’re concerned, head over to My Site → Manage → Settings. Then scroll down to
Privacy to ensure your project is visible only to you while you’re working on it.
6. Set up Your Menu
Your website’s navigation menu is what visitors will use to work their way around your site.
With a few web pages under your belt, you can now create a menu for your homepage. With as

many as 94% of consumers saying websites must be easy to navigate, your menu must boast an
intuitive structure. That way, visitors can quickly get to whatever page they desire.
Get started by heading to My Site → Design → Customize
Now, select Menus → Primary. From there, you can ‘Add items’ and reorder the pages.
Here are a few tips on creating an easy-to-use menu:
• Make sure visitors can find crucial info in as few clicks as possible.
• Don’t hide important information away under several dropdown submenus.
• The header links in your menu should represent the most significant sections of your
site.
Note: Content has to exist before you can add it to the menu, so ensure you do this tutorial in
order!
7. Add Extra Functionality with WordPress Plugins and Widgets
The easiest way to vastly expand the functionality of your WordPress.com website is to use
widgets. Widgets enable you to extend your site’s functionality without writing a single line of
code or downloading any plugins. These are content blocks you can add to your website’s
sidebars, footers, menus, etc. Where you can position your widgets largely depends on your
WordPress theme.
Here are some examples of popular WordPress widgets:
• Audio
• Facebook page
• Custom HTML
• Products
• Contact info and map
• Video
• Categories
• Twitter timeline
• Calendar
This moves us nicely onto our next point, plugins. The plugins listed on the WordPress app
marketplace integrate seamlessly with WordPress sites and are easily managed from your
WordPress Dashboard. These apps enable you to add all sorts of features to your site. However,
to access these add-ons you’ll need to opt for WordPress.com’s Pro plan (or higher), which
gives you the power to take your site to the next level.

To give you a feel for the kinds of features plugins could add to your site, we’ve compiled a
quick list:
• Signup forms for growing your email list (WPForms)

• Contact forms that encourage visitors to get in touch with you (Contact Form 7)
• A calendar for appointment scheduling (Bookly)
• A forum where visitors can communicate with you and each other (wpForo Forum)
• The ability to take online payments and donations (GiveWP)
• Help desk functionality – like a chatbot (JS Help Desk)
• Email marketing automation (HubSpot)
• Help with more granular SEO optimization (Yoast SEO)
• Social sharing functionality (Jetpack)
• In-depth website analytics (MonsterInsights)
…and much more!
When first embarking on your WordPress journey, it’s essential to consider the functionality
you’ll need later down the line.
Remember: To install plugins, you’ll have to opt for WordPress.com’s Pro plan (or higher).
7.5 Optionally: Add eCommerce functionality
If you want to sell products from your website (physical and/or digital), continue reading. If not,
skip to step eight.
To start building an online store, install the WooCommerce plugin. This is hands down the most
popular eCommerce plugin. It’s installed by more than five million websites, which equates to
powering roughly 14% of all online stores.
This plugin provides everything you need to:
• Create and customize an online storefront

• Set up a digital checkout.
• Set product prices
• Manage your inventory
• Integrate your store with lots of other plugins to access a full suite of marketing and
sales tools
Note: Building a fully-fledged eCommerce store isn’t the only way to monetize your
WordPress.com site. Instead, there are a range of ‘Premium blocks’ built into WordPress.com
that enable you to take online payments (providing you’re a Premium account holder or
higher). These make it easy to process both one-off and recurring payments and donations.

8. Start Driving Traffic to Your Site
It’s not enough to create and launch a website. For your site to bear fruit, you’ll need to drive
traffic and grow an audience. This is where Search Engine Optimization (SEO) is worth its weight
in gold. SEO is the practice of enhancing the quantity and quality of your website traffic by
boosting your ranking in organic search engine results.
So, how can WordPress.com help with that?
WordPress.com was developed for online publishing, so its coding is entirely search-engine-
friendly. Plus, it comes with several built-in SEO tools and plugins that you can harness to
improve your site’s searchability.
Here are a few things you can do to improve your SEO with WordPress.com:
• Add keywords you want to rank for to your title and tagline. You can do this by clicking
the Appearance Tab from your WordPress Dashboard.
• Add keywords to permalinks. You can edit your permalinks via the Settings tab of your
WordPress.com dashboard. Instead of random numbers, each blog post/web page
should display its title (which, of course, should also contain keywords).
• Optimize your content for keywords. Similar to the previous steps, add relevant
keywords and phrases to your website content and blog posts.
• Add alt tags to your images. This is another chance to include keywords, but it also
improves your site’s usability.
• Create a network of internal and external links. Have you got other blog posts ready to
go? Within their content, link them to each other (where appropriate). You’ll also want
to link out to other authoritative sources, as this tells Google your site is packed full of
valuable information.
• Utilize an SEO plugin. Search engine optimization requires a careful long-term strategy.
A plugin, like Yoast, makes the process much easier by telling you exactly what to do.
But, above all else, search engines prioritize the user experience. So, the longer people spend
on your website and how regularly they come back has a considerable bearing on your
rankings. This means you’ll want an accurate feel for how your website’s performing. You can
do this via several statistics plugins, or like 83.5% of other WordPress sites, use Google
Analytics.
9. Establish a Social Media Presence
Another way to drive traffic to your WordPress.com site is to establish a social media presence.
Your socials are the perfect place to promote your website. In fact, social media now drives 31%
of all referral traffic to websites. That’s just one of the many reasons why 92% of small business
owners think social media is essential.

You’ll have to take some time to carefully create a social media strategy that engages your
target audience. To harness the full power of social media, it’s imperative you publish tailored
content that meets your customers’ needs. Over time, this is a surefire way of building a loyal
following as well as an online community surrounding your products, services, or interests.
WordPress.com makes it easy to add social media icons to your site’s menu using its ‘Social
Links’ feature. The same goes for your web page content. Just drag and drop the ‘Social Links’
block to hit the ground running.
10. Frequently Add Content to Your Site by Blogging
Your website should now be ready to launch, but as your site grows, so should your content.
Not only is this great for your SEO, but it also encourages visitors to keep coming back for
more.
Here are some stats to back this up:
1. On average, websites with blogs have 434% more indexed pages.

2. Brands with blogs enjoy up to 97% more links back to their websites.
3. As many as 72% of digital marketers say content creation is their most fruitful SEO
tactic.
WordPress users benefit from a professional blogging engine and content management system.
This platform empowers you to create high-quality content and provides all the features you
need to create a successful blog. For instance, you can embed media in your posts and
categorize them as you see fit. You can also add tags and meta descriptions to your posts to
help organize and SEO optimize them.
Pro Tip: Remember to add relevant keywords to your blog copy and allow your posts to be
inspired by whatever your audience is already searching for. Head to Google Keyword Planner
and Google Trends to get a feel for the kind of content your audience wants to see. When you
start tailoring your content strategy to meet your audience’s needs (whether answering their
questions, solving their pain points, entertaining them, etc.), you’ll provide value.
Consequently, you’ll begin nurturing a loyal audience and establish yourself as an authority in
your niche.
Blog Creation:
Step 1: Create Your Account and Choose Your Identity
Your Account

Creating your WordPress.com account is the first step to building your new blog. Visit
WordPress.com and click on Get Started to create your new account in three quick steps. You’ll
provide your email address (so you can be notified when visitors join your blog), a username, and a
password (keep it secure!) And, if you’re not ready to select a custom domain name or a plan, you
can always do those parts later by selecting the free WordPress.com subdomain and the free site
option.
Your Identity
Choosing a name for your blog is an important decision because it tells visitors about your
blog before they read a single post. Once you decide on the perfect name, make it your Site Title by
going to Settings. You can add a catchy Tagline too!
By signing up, you already have a site address like myawesomeblog.wordpress.com but you can register
your very own domain like myawesomeblog.com. Your domain is free for the first year with
any WordPress.com plan!
Step 2: Write Your First Post
Now it’s time to flex those writing muscles! From your dashboard, click on Posts and click Add New
Post to start drafting your first introduction to the world. In your post, tell people who you are,
what your blog will be about, and ask them to join you on this new journey.
Step 3: Display Your Posts
Now that you have published your first post, it’s time to think about how to present your writing on
your blog. Meet the Blog Posts block! You will use this to display your posts on the various pages of
your site.
On your site’s homepage, you could display all of your posts in a nice grid format. Then, you can
create specific pages for different categories of posts, such as a Desserts page that only shows posts
categorized as Desserts for example. It can all be done with the Blog Posts block.

Step 4: Create a Navigation Menu
The navigation menu is the list of links you see at the top of a website that readers can use to find
their way around your site. You can add your pages (like Home, About, and Contact), your
categories, specific posts, and even links to other websites. Get started by going to Appearance →
Editor and adding a Navigation block.
Step 5: Get Your First Followers
Now that your blog is ready for the world, how do you get people to read it? First, add a prominent
follow button using the Subscription Form block to any page, post, sidebar, and/or footer.
Elementor Plugin:
Elementor is the leading website building platform for WordPress, enabling web creators to
build professional, pixel-perfect websites with an intuitive visual builder. Quickly create
amazing websites for your clients or your business with complete control over every piece,
without writing a single line of code. Join a vast community of web creators from all around the
world who deliver exceptional websites using Elementor.
ONE PLATFORM, UNLIMITED WEB CREATIONS
Whether you’re looking to achieve pixel-perfect designs, scale and accelerate your website
creation process, or increase lead generation, Elementor has what you need to create any type
of website.
With an instant, live design and inline editing drag-and-drop Editor, you can create your
website while seeing exactly how it would look. Elementor’s open-source solution comes with
dozens of out-of-the-box widgets and features for you to use. Additionally, you can integrate
with other marketing services or extend Elementor’s capabilities even more with
the Developers Docs.
To edit elements from your Theme, including its Header, Footer, Single Post, and Archive Page,
check out our Pro features.

PIXEL-PERFECT DESIGNS
With Elementor’s robust design features, you can create unique, show-stopping websites.
Adjust every element’s spacing, positioning, padding, and margins exactly as you want it, down
to the very last pixel. Elevate your website’s design with over 40 widgets and features like Box
Shadow, Background Overlays, Hover Effects, Headline Effects, Animations, Gradient
Backgrounds, CSS Transform, Mask Options, Shape Dividers, Coming Soon Mode, and many
more.
To view a complete list of Elementor’s features, visit the feature page.
FULL WEBSITE KITS AND TEMPLATE LIBRARY
Save valuable time, jumpstart your website creation process, or find inspiration with our
designer-made website kits and templates. Apply a Full Website Kit to get a website in a snap,
including the Homepage, Service Page, and more. Use the library to import Single Pages, Blocks,
or Popup templates to your website. You can also create and export your own templates and
import them to another website to create reusable website blueprints and accelerate your
website creation process.
FULLY RESPONSIVE
Seamlessly adjust the content and presentation of your website to every device. With Custom
Breakpoints, you can deliver the most optimized experience for each visitor, whether they’re
viewing your website on Desktop, Mobile, Tablet, Wide Screen, and more.
ACCELERATED CREATION WORKFLOW
Streamline your workflow and introduce efficient methodologies to accelerate your website
creation process. Leverage global fonts and colors for consistency throughout your website.
Drag media files directly from your desktop into the editor, mark widgets as favorites, create a
blueprint of your website so you can reuse it, and more.
Take your professional workflow to the next level with Dynamic Content.
FAST LOADING WEBSITES
Enjoy fast-loading websites that rank well on Google search. Enhance your website
performance using built-in features, and benefit from Elementor’s ongoing performance
improvements, such as reduced CSS and JS files, lazy loading, and more. To learn more, check
out our performance page.

PROMOTING ACCESSIBILITY
Elementor is built with Accessibility in mind and offers tools and enhancements to help you
provide a better experience for all users. These include HTML 5 semantic, full keyboard
navigation menu, ongoing accessibility improvement of features, widget, and more
SUPPORTED BY A STRONG COMMUNITY
Join a thriving global community that helps each other achieve their goals. Get answers to your
questions, solve problems with other members, share knowledge, and so much more. Join the
community discussions, meetups, enjoy hundreds of YouTube videos, articles, and tutorials
made by members worldwide.
▪ Facebook Community – with over 120K members, who are constantly offering support,
advice, feedback, and tutorials about new features and how to achieve complex website
scenarios.
▪ Dozens of Elementor Addons – a multitude of addons that extends Elementor’s solution
with over 900 addons, so you can achieve nearly every capability you can think of, no
matter how niche it is.
▪ Experts Community – the Elementor experts market is the place for you to find and hire an
Expert, or become an Expert and offer your services to clients.
▪ Community Hub – connect with other community members, get informed about new
releases and updates in the developer’s edition.
▪ Github Community – get information about all the latest releases, request features, or
report a bug.
OVER 40+ FREE WIDGETS AND COUNTING
Elementor includes a variety of 40+ free widgets for you to build professional and engaging
websites:
▪ Heading. Add eye-catching headlines.

▪ Image. Control the size, opacity and other settings of images.
▪ Text Editor. A WYSIWYG text editor, just like the WordPress editor.
▪ Video. Add YouTube, Vimeo, Dailymotion or self-hosted videos to your page.
▪ Button. Controlling every aspect of the button design.
▪ Image Box. A box that includes image, headline and text.
▪ Testimonials. Customer testimonials that show social proof.
▪ Icon. Place one or more of 600+ icons available.
▪ Icon Box. Include an icon, headline, and text with one widget.
▪ Social Icons. Link to your social pages with the relevant icon like Facebook/Twitter.
▪ Image Gallery. Displays your images in an aligned grid.
▪ Image Carousel. Create a rotating carousel or slider for chosen images.
▪ Icon List. Use any icon to create a bullet list.

▪ Counter. Show stats and numbers in an escalating manner.

▪ Progress Bar. Include an escalating progress bar.
▪ Tabs. Display different pieces of content in vertical or horizontal tabs.
▪ Accordion. Display content in multiple collapsable sections.
▪ Toggle. Use the Toggle to hide or display content, like FAQ.
▪ Star Rating. Allow your visitors to rate you on your website.
▪ Alert. Include a colored alert box to draw visitor’s attention.
▪ HTML. Insert code into the page.
▪ Shortcode. Easily insert shortcodes from any plugin into the page.
▪ Menu Anchor. Link any menu to this anchor.
▪ Read More. Set the Read More cut-off for the excerpt in archive pages.
▪ Sidebar. Add any sidebar into the page.
▪ Google Maps. Embed maps into the page.
▪ SoundCloud. Add audio bits from SoundCloud.
▪ Divider. Separate content with a designed divider.
▪ Spacer. Add space between elements.
▪ Columns. Create inner columns within the column.
▪ Text Path. Attach your text to a path.
▪ And counting…

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[KMBN-207] Digital Marketing and E-Commerce (UNIT-1)

Significance of Digital Marketing:

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Traditional Marketing Vs Digital Marketing:

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Traditional Marketing Digital Marketing

The promotion of product and

Digital Marketing is more cost

It is efficient and fast for brand

Digital Marketing is easy to Measure

Digital Marketing includes:

Digital Marketing Process:

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2. About Your Target Customers

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Which channels, subchannels, networks to go for & whether to do organic or inorganic

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Digital Transformation Framework:

Why is a Digital Transformation Framework Important?

According to McKinsey’s research, 70 percent of large-scale transformation programs fail.

Common patterns in most frameworks:

• Digitized business model

• Talent enhancement within the enterprise

• Customer-centric products and services

What are the Features of a Good Digital Transformation Framework?

A good digital transformation framework provides these benefits:

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• Provides efficiency and consistency by enhancing performance

• Improves business process

• Increases employees’ productivity

• Facilitates constant communication across all the business departments

• Meets the customers’ expectations

• Creates coherent business strategies

Example of Digital Transformation:

Digital Transformation at Cisco

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E-commerce websites can be an extension of your existing business or become something

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10. PERSONAL WEBSITE

11. BIO WEBSITE

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12. INFOPRENEUR WEBSITE

13. WIKI OR COMMUNITY FORUM WEBSITE

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Understanding Domain and Webhosting:

How does Web Hosting Work?

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Web Hosting vs Data Center

Top Level Domains (TLDs):

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Website Domain Name Subdomain TLD ccTLD

yahoo.com Yahoo – com –

mail.yahoo.com Yahoo mail com –

finance.yahoo.com Yahoo finance com –