UNIT I: DIGITALISATION INTRODUCTION
DIGITAL MARKETING
• Digital marketing is the act of promoting products and services through digital channels, such as
social media, SEO, email, blogs and mobile apps. Any form of marketing that involves electronic
devices is considered digital marketing.
• It is also called “Internet marketing”, “Web Marketing” or “Online Marketing”
CHARACTERISTICS OF DIGITAL MARKETING
Two way communication Targeting of one Level-Playing Field Measurability Push and Pull Real Time
Feedback Zero Moment of Truth (MoM)
The digital marketing process is a series of steps that businesses take to promote their products or
services online. It's a dynamic and evolving field, with new technologies and trends emerging all the
time. However, the core principles remain the same.
While the digital marketing process can be quite detailed, here are the five main steps to give you a
good overview:
1. Planning and Strategy: This is the foundation. You define your goals, identify your target audience,
and conduct market research. This sets the direction for all your marketing efforts.
2. Implementation: This is where you put your plan into action. You create content, run ads, engage
on social media, and use other marketing tactics to reach your target audience.
3. Monitoring and Analysis: You track your progress and measure the effectiveness of your
campaigns using analytics tools. This helps you understand what's working and what's not.
4. Optimization: Based on your analysis, you make adjustments to your strategy and tactics to
improve your results. This is an ongoing process of testing and refining.
5. Review and Repetition: You evaluate your overall results, learn from your successes and failures,
and use that knowledge to refine your strategy for future campaigns. Digital marketing is a
continuous cycle of improvement.
____________________________________________________________________________
Define Digital Technology and its Significance in Business
Digital technology refers to electronic devices, systems, and resources that help businesses store,
process, and manage data. It can include digital cameras, personal computers, and cloud platforms like
Google Docs and Microsoft 365.
Digital technology is important for businesses because it can:
Improve efficiency
Digital technology can speed up processes, allowing employees to focus on higher-level tasks.
Enhance customer experience
Businesses can use digital technology to improve customer engagement and anticipate changing
customer needs.
, Streamline operations
Digital technology can help businesses optimize processes and streamline operations.
Improve collaboration
Digital technology can help employees work together to achieve common goals.
Increase productivity
Digital technology can help increase employee productivity, satisfaction, and retention.
Digital technology can also help businesses adapt to changing customer expectations, supply chain
disruptions, and time to market pressures.
____________________________________________________________________________
Boons of digitalization
Convenience
One of the major boons of digitalization is convenience. Thanks to digital services, you no longer have
to go all the way to the store or a physical bank to buy something, sign up for a service, or pay bills.
You can pay for your purchases with just a few clicks, manage your finances from the comfort of your
phone whenever you like, and even shop after hours.
Efficiency and Remote Access
Digitalization also means faster processes and activities that can be done remotely. Whether it’s
doctors giving remote consultations, employers hiring workers without having to meet in person, or
entrepreneurs launching online businesses without leaving their homes; digitalization has allowed us
to move quicker and get things done more efficiently.
Digital Empowerment
Digital platforms are more accessible than ever before. With smartphones in hand and internet-
enabled devices all around us, it’s now easier than ever for anyone with an internet connection to
learn new skills and become self-employed. This has become especially useful after the COVID-19
period as many people had no other choice but to look online for job opportunities and find new ways
to make money from home.
Enhanced Communication
Digitalization has revolutionized the way people communicate with each other. From email and instant
messaging to video conferencing and social media, digital tools have made it easier for people to
connect and collaborate with each other.
Environmental Benefits - Digitalization has the potential to reduce the carbon footprint of many
activities by enabling remote work, reducing the need for travel and paper-based transactions, and
promoting sustainable practices.
Banes of digitalization
Cybersecurity Risks
Digitalization comes with a few downsides as well. Firstly, as digital technologies become further
embedded in our lives and we rely more heavily on them, people become increasingly vulnerable to
,cyber crime and invasion of privacy. As technology advances, so do the methods used by hackers and
other nefarious individuals who seek to exploit this vulnerability. This can lead to the loss of sensitive
data and financial losses for businesses.
Job displacement
Another downside of digitalization is job displacement. With automation taking over many roles that
were previously filled by human beings, there is an increasing risk of unemployment or
underemployment as skill sets become obsolete or unused as they are replaced by new technologies
and processes.
Digital Errors
Finally, while digitizing processes can be more efficient, they can also be prone to errors due to
programming bugs or user errors. This anomaly can have a ripple effect that leads to major delays and
costly mistakes if not properly monitored.
Information Overload
The abundance of information and the speed at which it is generated can make it difficult for people
to filter, process, and make sense of it. This can lead to confusion, misinformation, and cognitive
overload.
Digital Addiction
The ease of access to digital devices and services can lead to excessive use, addiction, and mental
health issues such as anxiety, depression, and insomnia.
Conclusion
In conclusion, the effects of digitalization are both positive and negative, depending on how we use it.
If used properly, digitalization can bring great benefits in terms of efficiency, cost savings, and
innovation. However, if not used correctly, it can result in a lack of privacy, cyber security risks, and the
degradation of social connections. It is important to be aware of the potential risks and use
digitalization responsibly. Ultimately, it is up to us, as individuals, to ensure that digitalization is used
for good and that we are making the most of its potential for innovation and progress.
____________________________________________________________________________
VISIBILITY • Online visibility is the ability of a business to be seen by its target audiences online,
whether on social media or on search engine results pages(SERPS).
Why is it important?
• There are over 10 billion Google searches performed every single month. important to be as far up
on the Google search results as possible.
• People rarely go past page two or three, so if you aren’t near the top, it’s unlikely that the business is
being seen. If business is not visible, it will affect profit.
• Intoday’s world, people are going to the internet more and more. They perform searches for things
locally and nonlocally. Let’s say you’re a Bookseller. If someone in your city searches for a Book to Buy
and you don’t show up in that search, you have automatically lost that opportunity for business.
, • When Businesses have online visibility, they : improve credibility, gain more customers, gain more
sales, Being visible online is vital to building your reputation and growing your business.
____________________________________________________________________________
BRANDING AND DIGITAL MARKETING VISIBILITY
Digital marketing visibility is about establishing an online presence, public recognition, and a favorable
reputation for a particular company’s name and brand. •
The concept and goal of digital marketing visibility are concerned with getting a company’s brand out
into the public conscientiousness in a manner that generates a positive, profitable outcome that
contributes to company growth.
• While devising a plan to cultivate digital marketing visibility, it’s essential to understand what role
effective branding plays in establishing an online presence.
• A company’s branding relates to a consumer’s overall experience with a product and how it
measures up to the products and related services of the competition
• Emphasis on this process is an essential component of the overall goal of developing adequate
digital marketing visibility
____________________________________________________________________________
TYPES OF VISIBILITY
• There are several platforms that will allow you to get These include
SOCIAL MEDIA VISIBILITY
• Social media refers to the means of interactions among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks
• Social media visibility is a specific type of online visibility that takes place on social platforms. If
brand does well with social media visibility, then posts will appear on more social media feeds and
have a higher chance of getting clicks, likes, and shares.
WEBSITE VISIBILITY
• Website Visibility is the process of getting website found on the internet when prospects are
searching for related products and services.
• It entails getting website ranked among the top searches on the internet using various search engine
optimization tools like Keywords and meta description.
BLOGS
• Blog is a information website and diary style text. Blogging is one of the best ways to reach out to
target audience. And, this not only brings traffic but also links users to quality content. users can also
share the write-ups they like with others.
• It increases visibility within target market.
LINKS
DIGITAL MARKETING
• Digital marketing is the act of promoting products and services through digital channels, such as
social media, SEO, email, blogs and mobile apps. Any form of marketing that involves electronic
devices is considered digital marketing.
• It is also called “Internet marketing”, “Web Marketing” or “Online Marketing”
CHARACTERISTICS OF DIGITAL MARKETING
Two way communication Targeting of one Level-Playing Field Measurability Push and Pull Real Time
Feedback Zero Moment of Truth (MoM)
The digital marketing process is a series of steps that businesses take to promote their products or
services online. It's a dynamic and evolving field, with new technologies and trends emerging all the
time. However, the core principles remain the same.
While the digital marketing process can be quite detailed, here are the five main steps to give you a
good overview:
1. Planning and Strategy: This is the foundation. You define your goals, identify your target audience,
and conduct market research. This sets the direction for all your marketing efforts.
2. Implementation: This is where you put your plan into action. You create content, run ads, engage
on social media, and use other marketing tactics to reach your target audience.
3. Monitoring and Analysis: You track your progress and measure the effectiveness of your
campaigns using analytics tools. This helps you understand what's working and what's not.
4. Optimization: Based on your analysis, you make adjustments to your strategy and tactics to
improve your results. This is an ongoing process of testing and refining.
5. Review and Repetition: You evaluate your overall results, learn from your successes and failures,
and use that knowledge to refine your strategy for future campaigns. Digital marketing is a
continuous cycle of improvement.
____________________________________________________________________________
Define Digital Technology and its Significance in Business
Digital technology refers to electronic devices, systems, and resources that help businesses store,
process, and manage data. It can include digital cameras, personal computers, and cloud platforms like
Google Docs and Microsoft 365.
Digital technology is important for businesses because it can:
Improve efficiency
Digital technology can speed up processes, allowing employees to focus on higher-level tasks.
Enhance customer experience
Businesses can use digital technology to improve customer engagement and anticipate changing
customer needs.
, Streamline operations
Digital technology can help businesses optimize processes and streamline operations.
Improve collaboration
Digital technology can help employees work together to achieve common goals.
Increase productivity
Digital technology can help increase employee productivity, satisfaction, and retention.
Digital technology can also help businesses adapt to changing customer expectations, supply chain
disruptions, and time to market pressures.
____________________________________________________________________________
Boons of digitalization
Convenience
One of the major boons of digitalization is convenience. Thanks to digital services, you no longer have
to go all the way to the store or a physical bank to buy something, sign up for a service, or pay bills.
You can pay for your purchases with just a few clicks, manage your finances from the comfort of your
phone whenever you like, and even shop after hours.
Efficiency and Remote Access
Digitalization also means faster processes and activities that can be done remotely. Whether it’s
doctors giving remote consultations, employers hiring workers without having to meet in person, or
entrepreneurs launching online businesses without leaving their homes; digitalization has allowed us
to move quicker and get things done more efficiently.
Digital Empowerment
Digital platforms are more accessible than ever before. With smartphones in hand and internet-
enabled devices all around us, it’s now easier than ever for anyone with an internet connection to
learn new skills and become self-employed. This has become especially useful after the COVID-19
period as many people had no other choice but to look online for job opportunities and find new ways
to make money from home.
Enhanced Communication
Digitalization has revolutionized the way people communicate with each other. From email and instant
messaging to video conferencing and social media, digital tools have made it easier for people to
connect and collaborate with each other.
Environmental Benefits - Digitalization has the potential to reduce the carbon footprint of many
activities by enabling remote work, reducing the need for travel and paper-based transactions, and
promoting sustainable practices.
Banes of digitalization
Cybersecurity Risks
Digitalization comes with a few downsides as well. Firstly, as digital technologies become further
embedded in our lives and we rely more heavily on them, people become increasingly vulnerable to
,cyber crime and invasion of privacy. As technology advances, so do the methods used by hackers and
other nefarious individuals who seek to exploit this vulnerability. This can lead to the loss of sensitive
data and financial losses for businesses.
Job displacement
Another downside of digitalization is job displacement. With automation taking over many roles that
were previously filled by human beings, there is an increasing risk of unemployment or
underemployment as skill sets become obsolete or unused as they are replaced by new technologies
and processes.
Digital Errors
Finally, while digitizing processes can be more efficient, they can also be prone to errors due to
programming bugs or user errors. This anomaly can have a ripple effect that leads to major delays and
costly mistakes if not properly monitored.
Information Overload
The abundance of information and the speed at which it is generated can make it difficult for people
to filter, process, and make sense of it. This can lead to confusion, misinformation, and cognitive
overload.
Digital Addiction
The ease of access to digital devices and services can lead to excessive use, addiction, and mental
health issues such as anxiety, depression, and insomnia.
Conclusion
In conclusion, the effects of digitalization are both positive and negative, depending on how we use it.
If used properly, digitalization can bring great benefits in terms of efficiency, cost savings, and
innovation. However, if not used correctly, it can result in a lack of privacy, cyber security risks, and the
degradation of social connections. It is important to be aware of the potential risks and use
digitalization responsibly. Ultimately, it is up to us, as individuals, to ensure that digitalization is used
for good and that we are making the most of its potential for innovation and progress.
____________________________________________________________________________
VISIBILITY • Online visibility is the ability of a business to be seen by its target audiences online,
whether on social media or on search engine results pages(SERPS).
Why is it important?
• There are over 10 billion Google searches performed every single month. important to be as far up
on the Google search results as possible.
• People rarely go past page two or three, so if you aren’t near the top, it’s unlikely that the business is
being seen. If business is not visible, it will affect profit.
• Intoday’s world, people are going to the internet more and more. They perform searches for things
locally and nonlocally. Let’s say you’re a Bookseller. If someone in your city searches for a Book to Buy
and you don’t show up in that search, you have automatically lost that opportunity for business.
, • When Businesses have online visibility, they : improve credibility, gain more customers, gain more
sales, Being visible online is vital to building your reputation and growing your business.
____________________________________________________________________________
BRANDING AND DIGITAL MARKETING VISIBILITY
Digital marketing visibility is about establishing an online presence, public recognition, and a favorable
reputation for a particular company’s name and brand. •
The concept and goal of digital marketing visibility are concerned with getting a company’s brand out
into the public conscientiousness in a manner that generates a positive, profitable outcome that
contributes to company growth.
• While devising a plan to cultivate digital marketing visibility, it’s essential to understand what role
effective branding plays in establishing an online presence.
• A company’s branding relates to a consumer’s overall experience with a product and how it
measures up to the products and related services of the competition
• Emphasis on this process is an essential component of the overall goal of developing adequate
digital marketing visibility
____________________________________________________________________________
TYPES OF VISIBILITY
• There are several platforms that will allow you to get These include
SOCIAL MEDIA VISIBILITY
• Social media refers to the means of interactions among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks
• Social media visibility is a specific type of online visibility that takes place on social platforms. If
brand does well with social media visibility, then posts will appear on more social media feeds and
have a higher chance of getting clicks, likes, and shares.
WEBSITE VISIBILITY
• Website Visibility is the process of getting website found on the internet when prospects are
searching for related products and services.
• It entails getting website ranked among the top searches on the internet using various search engine
optimization tools like Keywords and meta description.
BLOGS
• Blog is a information website and diary style text. Blogging is one of the best ways to reach out to
target audience. And, this not only brings traffic but also links users to quality content. users can also
share the write-ups they like with others.
• It increases visibility within target market.
LINKS
