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DIGITAL & SOCIAL MEDIA MANAGEMENT

DIGITAL & SOCIAL MEDIA MANAGEMENT

Course Objectives: The objective of the course is
 Review key trends within the Digital Marketing landscape. Examine an example of each Digital
Marketing channel.
 Examine SEO’s Position as a Fundamental Building Block for Online Marketing
 Identify and appropriately apply Fundamental Factors That Result in Achieving Top Search Engine
Rankings.
 Develop an email and sending strategy that adheres to email compliance best practices. Analyze the
role that social marketing plays in the digital landscape and marketing mix.
 Identify and incorporate individual social and mobile platforms into a digital marketing strategy. Utilize
Google Analytics to examine the role that web analytics play in digital marketing

Unit I
Introduction to Digital Marketing: Introduction to marketing in the digital environment, Online marketplace
analysis: micro-environment - The Internet macro-environment, What Are the 3i Principles?

Unit II
Digital Marketing Strategy: Content Marketing - Online Offer - Online Space / website Selling - Online Value
- Internet for Distribution.
Search Engine Marketing: Search Engine Optimization, Pay Per Click, Digital Display Advertising,
Introduction to page rankings, Email Marketing.
Unit III
Social Media Marketing: Social Media, Social Media Mining, Content guidelines for online communications,
Social Media Channels and Social Media Strategy. Cyber crime and security.
Unit IV
Mobile Marketing: Mobile Marketing Fundamentals, Mobile consumers, Digital consumption, M-commerce,
Technological change and marketing, Overview of mobile and app based marketing, Mobile websites,
Conducting Mobile Audits, Strategic objectives.
Unit V
Facebook for Business: Facebook for Business-Facebook fan Engagement, Anatomy of Ad Campaign, Adverts Types
of adverts, Adverts Targeting. Case Study-Tata DoCoMo
Text Books
1. Digital Marketing: by Raghavendra K & ShrutiPrabhakar, HPH
References
1. e Marketing: The Essential Guide to Digital Marketing: by Rob Stokes (2010), Quirk
Education.
2. The Art of Digital Marketing: by Ian Dodson, Wiley.

3. Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media:
by Liana Evans, Que Publishing
4. E-Marketing: by Strauss, J. and Frost, R., Pearson Education, Inc

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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UNIT-I

INTRODUCTION TO DIGITAL MARKETING

Introduction to marketing in Digital Environment:

Marketing is a diverse field. The word “marketing” likely originates from Europe in the early
1500s, when traveling merchants sold food and other goods at town markets The structure
and organization of a team can vary depending on several factors, including the industry, size
of the company, and unique organizational needs. The objective of marketing is not the
maximization of Profitable sales volume, but Profits through the satisfaction Of Customers.
Market refers to a certain place where buyers & sellers personally meet each other make
their Purchases & sales.Marketing is as old as selling.. Marketing is a form of communication
between a business house and its customers with the goal of selling its products or services to
them. Goods are not complete products until they are in the hands of customers. marketing
concept is a way of life in which the resources of an organization are mobilized to create,
stimulate and satisfy the consumer at a profit
Meaning & Definition of Marketing:
Def:-
Marketing management is defined as the art and science at selecting farget marked and
acquiring, retaining and growing Customers by creating, delivering and communicating
superior -- Philip Kotler.
Meaning:-
Marketing management is a business Process, to manage marketing activity in Profit seeking
and non-Profit organisations at different levels of management. Marketing management
decisions are based on strong knowledge of marketing functions and clear understanding &
application of super visor and managerial techniques.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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FUNCTIONS OF MARKETING:-
Research & Development Function-
A marketer has to carry out adequate research to identify the size, behavior, culture, gender,
demands etc. of the target market segment, and then develop the products/services
accordingly to meet and satisfy the needs of target customers.
Buying Function- The marketing department has to assist the purchase and supply
department by sending specifications of the materials required so as to get timely and quality
materials for production.
Branding- It is the process of stamping a product with some identification name or mark or a
combination of both. Branding means giving a distinct individuality to a product. Some
popular brands are Airtel, Sony, Lux, Nirma etc.
Pricing- Determination of price of a product is an important task of a marketing manager.
Price is influenced by cost of product and service offered, profit margin desired, prices fixed
by rival firms, government policy, etc.
Customer Support Services- This function relates to developing customer support services
such as after sales services, handling customer complaints and adjustments, providing credit
facilities, maintenance services, technical services etc. These services provide maximum
customer satisfaction and develop brand loyalty for a product.
Introduction to Digital Marketing:-
Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. Digital
marketing is the act of promoting products and services through digital channels, such as
social media, SEO, email, and mobile. It is a form of marketing that helps businesses to reach
their target audiences, build relationships, and boost sales through digital channels. Digital
marketing is a powerful way for businesses to reach their target customer. digital marketing is

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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an essential tool for driving business growth and success.
Digital marketing is the act of promoting products and services through digital channels, such
as social media, SEO, email, and mobile.In today’s world, more and more people are spending
time online, hence, making digital marketing an increasingly popular way to reach out to
them. digital marketing is defined by using numerous digital tactics and channels to connect
with customers where they spend much of their time: online. The best digital marketers have
a clear picture of how each digital marketing campaign supports their overarching goals. And
depending on the goals of their marketing strategy, marketers can support a larger campaign
through the free and paid channels at their disposal.

Difference between Traditional Marketing and Digital Marketing

Traditional Marketing Digital Marketing

Communication is unidirectional. Means, a Communication is bidirectional. The customer also can

business communicates about its products queries or make suggestions about the business produ
or services with a group of people. services.

Medium of communication is generally Medium of communication is mostly through social

phone calls, letters, and Emails. media websites, chat, and Email.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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There is always a fast way to develop an online
Campaigning takes more time for campaign and carry out changes along its
designing, preparing, and launching. development. With digital tools, campaigning is
easier.

The content is available for general public. It is then

It is carried out for a specific audience
throughout from generating campaign made to reach the specific audience by employing
ideas up to selling a product or a service. search engine techniques.

It is conventional way of marketing; best

It is best for reaching global audience.
for reaching local audience.

It is difficult to measure the effectiveness It is easier to measure the effectiveness of a

of a campaign. campaign through analytics.
Advantages and disadvantages of digital marketing

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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The benefits of digital marketing include:
Wider Reach: Digital marketing helps improve awareness about products and services
through an online platform to reach a wide base of customers across the world. This strategy
allows even the start-up companies to have equal access to the customers while competing
with big enterprises in the traditional market.
Brand Development
A business is not just about the name and products of the company. The main advantage of
digital marketing is to build the brand through direct campaigns and personalized content to
bring the customers much closer and make them experience the unique proposition and
value of the brand.
Personalisation :- Digital marketing gives businesses the platform for one-to-one or individual
marketing, which will help the brand leverage among the competition by designing the
content or advertising that gives the customers that the brand is addressing their individual
needs. The brand is thoughtful towards the customers
Accessibility:- The advantage of digital marketing is that it makes the brand accessible to the
customer, as there is always a chance that existing customers may want to leave reviews for a
good store experience and place a recommendation for their friends. Simultaneously, the
prospective clients may also want to know the store location, services being offered, store
hours, availability, and basically what the brand specializes in.
Lower cost :- The cost-efficient nature of digital marketing is immensely advantageous for
businesses. Spending on digital marketing in comparison to traditional marketing campaigns is
very less. The digital marketing methodology is easier than the difficult approach of
traditional marketing, especially for small businesses, as they come with a limited budget for
advertisement.
Trackable results: The digital analytical tools and other online metrics help to track how
effective the marketing campaign has been in terms of customer reach and response. It
provides necessary information about the extent of customer engagement and response to
Company website and advertising..

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Improved conversion rates:- The digital marketing process creates a seamless and immediate
connection with potential customers with the convenience of making a purchase just with a
few clicks on your website. This leads to better chances of making a purchase in response to
marketing campaigns.
Disadvantages
Skills Requirement: There is a need of gathering the right knowledge and expertise on the
digital platform to carry out the marketing activities successfully. With regular advancements
in technology, it is essential to remain updated on tools, platforms, and methods to quickly
respond to any changes.
Time consuming: - One of the biggest disadvantages of digital marketing campaigns is their
time-consuming nature. Unorganized tactics and strategies may consume a lot of time, and it
becomes difficult to devote the desired time to the campaign. This will eventually lead to
negative results. Therefore, it has been suggested to focus on a strategy that the company
needs the most and plan and curate the content accordingly.
High competition :- The digital marketing campaign should be well thought out, stand out,
grab attention, and impact the target audience since the competition has grown many folds
recently. Any monotonous approach or repeated method will drive the brand out of the
competition in no time. Digital marketing campaigns have become very competitive. Thus,
brands must be relevant to the customers’ needs and be quick in responding.
Complaints and feedback:-Any negative feedback or criticism of your brand is can be visible
to your audience through social media and review websites. Carrying out effective customer
service online can be challenging. Negative comments or failure to respond effectively can
damage your brand reputation.
Dependability on Technology:- Digital marketing is purely based on technology, and the
internet is prone to errors. There are times when the links may not work, landing pages may
not load, and page buttons don’t simply do their job. This leads prospective customers to
switch to other brands. Therefore, to avoid this, a test of the website is necessary. Also,

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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proofreading the content and ensuring the campaigns will work on their targeted niche
becomes important.
Security and privacy issues:- Security is the primary requirement for any brand. Hence
website protection is something to be executed seriously as a digital marketer. Securing and
safeguarding the network connections by using firewalls and encryption tools like VPN is
always suggested. The basic approach of having a good antivirus is most desirable. The legal
considerations in obtaining customer data for digital marketing strategies must be done with
all required formalities. Protecting the customer data should be the top priority as it may be
compromised during data breaches. Take care to comply with the rules regarding privacy and
data protection.

IMPORTANCE OF DIGITAL MARKETING:-

Affordability:- Organizations are focusing on long-term marketing goals and hence are always
keen on getting more out of less. This makes Digital Marketing a favorite due to its easy
affordability. The reason behind its easy affordability is the low investment techniques such as
SEO, Content Marketing, etc.
Mobile Access:- Digital marketing allows marketers to work from any location. You can reach
any customer sitting in any corner of the world. Due to this high mobility, digital marketing is
considered very important to reach the maximum possible customers in a short span of time
with low investment.
Flexibility:- Unlike traditional marketing practices, Digital Marketing offers flexibility to
marketers as different marketing campaigns can be designed and run for various types of
customer segments. Not only this, various goals can be set for different marketing campaigns
to cater to different groups of the target audiences.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Expansion:- A s discussed in various places in this blog, Digital Marketing goes a long way in
helping any organization in expanding its reach. Customers sitting in any corner of the world
can be easily communicated with. If an organization launches a new product category, digital
marketing helps to communicate the same to a maximum number of customers in lesser time
as compared to the traditional marketing approach.
Multimedia:-The options available with Digital Marketing are numerous. This domain uses
multimedia channels to promote its products. For example – A Social Media content
strategy uses LinkedIn, Facebook, Twitter, YouTube, etc. The location enables digital
marketing is also one such emerging technique wherein customers get push notifications
about your shop whenever they are near your shop.
Interactivity :-The best part is Digital marketing promotes two-way interaction wherein even
customers get to interact with the organization and the product/service on a digital platform.
For example – Digital marketers come up with campaigns to engage customers by asking
them to share their experiences and feedback regarding the products/services. In this way,
the customer places trust in the organization too.
Authority:-Digital marketing allows marketers to have total control and authority over the
marketing processes instead of depending on third-party vendors. Digital marketing helps
marketers to take ownership of their marketing efforts, whether the results are as per the set
goals and expectations or not.
Influencer Engagement :-There are various influencers who are important for spreading
positive word of mouth about the products and services. These influencers are basically
individuals or entities who have a greater social presence and are followed by the mass.
Digital marketing is the best way to reach out to these influencers and engage them in the
best possible way.
Print Enhancement:-Digital marketing helps marketers to get deeper insights into customer
behavior, tastes, and preferences. This helps in creating better print advertisements to attract
customers and increase engagement.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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2. ONLINE MARKETPLACE ANALYSIS: MICRO-ENVIRONMENT:-

ONLINE MARKETPLACE ANALYSIS:-

It is a platform where different businesses can collectively sell their Products or services to aPre-
established customer base. It is a Key part of creating a digital marketing í Strategy. Exchange of
information and commercial transactions between consumers, businesses andgovernment
Completed through different forms of online Presence like Search engines, social networks,
comparison sites & destination sites. It is a key part of creating a digital marketing Strategy it aims to
summarise an organisation online market Place and it's own Performance to help to refine a digital
Strategy. In modern marketing, it's essential that situation analysis aims to summarise an
organisations online marketplace and its own performance to help devise or refine a digital
marketing strategy. Marketplace or situationanalysis is a key part of creating a digital marketing
Strategy.

No more manual selling: An e-commerce marketplace streamlines the workflow, which

includes uploading products and services, order management and updates, tracking and
Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.
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returns, and refunds. Automation eliminates manual errors by executing a predetermined
task on a server. This eliminates the need to perform repeated tasks manually.
Customer trust
Selling on these websites helps small businesses manage their customer service, and
exchange and returns in a timely and efficient manner. This helps build trust with their
customers. People do not buy from small businesses simply because they don’t trust the
quality of service they would receive. Selling products on large online marketplaces helps
small businesses gain credibility among their customers.

Excellent customer service

After-sales service plays a very important role in establishing trust among customers and
promoting the brand. Amazon and Flipkart provide 24/7 customer service. Selling your
products on these platforms can help save the hassle of providing customer service and
management. These websites take care of all the after-sales services like returns, exchange,
delivery payment, and more.
Management of shipping and delivery
In the case of online business, shipping and delivery is a significant part of the process. Selling
your products on Amazon and Flipkart will help save the hassle of managing logistics. These
websites manage the entire shipping and delivery of products. They also manage the logistics
for returns and exchanges. This helps save a huge amount of cost for small retailers.
Single dashboard: A business does not need to switch between different platforms to
manage its activities. They save time by managing everything from a single e-commerce
dashboard. You can monitor top-performing products and marketing campaigns and take
the necessary actions. Get a centralised order management system where you can accept,
reject, ship, or delete requests on time.
End-to-end visibility: Businesses can centralise all the data spread across multiple
channels and stocking points. This provides them with the freedom to change product
deliveries, shipping, and invoicing in real time.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Better demand forecasting: With an e-commerce marketplace, businesses can avoid
overstocking and understocking. Intelligent data insights help them plan the demand
smartly, thus lowering cash burn.
Challenges of integrating with multiple eCommerce marketplaces

While integrating with multiple marketplaces sounds fascinating, managing them is a

challenge unless you have the necessary technology. Some of the challenges are:
Processing data on multiple marketplace dashboards: Businesses upload and manage
data on multiple marketplaces through different channels, which increases the chances of
errors. Each marketplace could have a different product description, photos, delivery
policy, cancellation and returns policy, and prices.
Delays in payment:-Offline sales allow immediate receipt of payment. In the case of online
business, the money is not credited to your account immediately. Once the order is placed
and the sales are made, it takes a few days before the money reaches the seller. The
payment is first received by the marketplace. Service fees and other deductions are made
before transferring the amount to the seller. The payment cycle of Amazon/Flipkart is
usually 7-14 days. Such a long payment cycle poses some problems for newer MSMEs. New
businesses require a regular flow of money to manage their operations.
Inefficient order management: One must monitor the dashboards of multiple
marketplaces to track the orders. This includes receiving and acknowledging the orders, as
well as packaging, delivery, payments, and more, which result in delays and missed SLAs.
Time-consuming product updates: Let us look at it with an example. An e-commerce
company sells over a thousand products through three marketplaces — eBay, Amazon, and
Walmart. Each time there is a change in pricing or product description, they must update it
manually on all marketplaces one by one. This adds to the manual labour and increases the
chances of errors.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Other Advantages :-
 it provides an additional channel to market and sell your products

 the platform offers reduced marketing costs compared to other sales channels

 it allows new opportunities for overseas sales - there has been online marketplace
growth in the categories of homeware, pets, fashion and sporting goods

 they are popular with customers and offer a convenient way to compare prices and
products from a single source

 being part of an established online marketplace provides a level of trust between you
and the buyer

 Impartial reviews of your products and service may give new customers the confidence
to buy.

 They offer opportunities to establish new trading partnerships with traders and
suppliers, either within your supply chain or across supply chains.

 They provide greater transparency - availability, prices and stock levels are accessible in
an open environment.

 It is possible to operate a round-the-clock - time constraints and problems with varying

international trading hours are removed.

Other Disadvantages:-

 Marketplaces can charge commission on every sale and fees can vary from site to site.
Before selling your products on a marketplace, make sure you understand the
marketplace's pricing structure. See fees for selling on Amazon, and fees for selling on
eBay.

 The online stores may impose restrictive terms and conditions in terms of how you can
communicate with customers.
 There may be marketplace limitations as to how your business can brand its online
presence.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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3.MICRO-ENVIRONMENT:- It is is known as ‘the operating environment’, and focuses
on the actors which shape the immediate trading environment. Micro Environment"
refers to the environment that exists within a company organization and can
influence daily operations. Micro Environment encompasses internal factors like
consumers, competitors, employees, shareholders, suppliers, and media. These
micro-environments are usually local and immediate. Normally the micro
environment does not affect all the companies in an industry in the same way,
because the size, capacity, capability and strategies are different. The micro
environment of the organisation consists of those elements which are controllable by
the management.It is associated with a small area in which the firm functions. The
microenvironment is a collection of all the forces that are close to the firm. These
forces are very particular for the said business only. They can influence the
performance and day to day operations of the company, but for the short term
only.These actors include the customers whose needs and wants are to be satisfied,
along with the competitors, intermediaries and suppliers. These groups of actors
shape the online marketplace and a digital marketer needs to understand their
behaviour and the implication of changes if an organisation is to develop an effective
digital marketing strategy.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Customers / consumer:- an organization Can't Survive without customers.

 Customers: Customers are people who buy an organization’s products /Services.

 Consumer: Consumer is to ultimate user of the Product Service.
A successful business munt focus on both customers & consumers of its Products Services

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Organization: An organization is the self-analysis of the organization it self. It must
understand its own strengths & weaknesses, Objectives &goals of the business & Resource
availability.

Markets: It is much more than the sum of all He Customers. The organisation must Study the
market interms at its actual size, the potential for growth & its attractiveness.

Important issues are:-

 The cost structure of the Market

 Price sensitivities of the market.
 Technological structure at to market.
 The maturity of the market.
Intermediaries: They are also a major determing force in business Most customers are
Unaware of the manufactures of the Products they buy that they approach retailers,
departmental stroe, chain store for their Purchases.

Competitors:- Every business has competition, it is important that an Organization is aware of

its competitors & in a position to analyse threats from its competition An organization can
have direct or indirect competitions.

Suppliers:- These are another important Component of the micro environment. Organizations
depend on many suppliers for equipment, raw material etc. to maintain their Production;
supplierscan influence the cost structure of the industry.

3. THE INTERNET MACRO-ENVIRONMENT:- It has a broad stand point on the factors that may

influence how an organization is run . It refers to all those factors that directly affect to
business operation and working conditions. These factory are uncontrollable & the
organization is not capable of exercising any control over them.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Differences between Micro & Macro Environment:-

Basic Terms Micro Environment Macro Environment

These are external forces that

These are internal forces that
affect the working and
Meaning directly affect the business from
performance of the business from
within
outside.

Lasting Period Short life impact Longer life impact

Nature Uniform hence easy to control Dynamic hence difficult to control

Influence Directly and Regularly Indirectly and Distantly

Other names Internal environment External environment

COSMIC, i.e. Competitors, PESTLE, i.e. Political, Economic,

Organization itself, Suppliers, Socio-cultural, Technological, Legal
Elements
Market, Intermediaries and and Environmental.
Customers.

Are these factors Yes, but to some extent only, No, Factors may be controlled to a
controllable? Factors remain beyond the large extent by a marketer.
control of marketers.

Marketer interacts with, the The marketer interacts with other

The task of the
elements prevailing outside the functional areas of the
marketer
organization. organization.

Remains comparatively
It creates a huge impact on
Impact independent are shaping
shaping marketing decisions.
marketing decisions.

Factors reveal the capabilities of

Factors may create an
an organization to exploit the
opportunity or pose a threat to
Function opportunities or to combat the
the marketing activities of an
threat through its marketing
organization.
activities.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Macro Environment is the external environment factors greatly influenced the business
success, strategies and decision making. These factors are uncountable by the business
organizations. The wider and broader set of economic conditions is known as macro
environment.

Macro Factors / Environmental Factors influencing in Digital Marketing :-

Political and Legal Factors: Every business needs to be updated with such forces globally to
be able to make the right decisions. The market develops according to the Political & legal
environment in various area. Every business needs to be up to date such forces worldwide in
order to be able to make the right decision. political factors play a critical influence is when a
company tries to move into a new market.

Legal Factors like:-

 Copy night law.
 Employment law
 Fraud Law.
 Discrimination law
 Import & Report Law

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Social and cultural forces :- It is crucial to understand that the product that you bring to the
market can have a strong impact on society. any of the products or services produced isn’t
harmful to the society and environment. The cultural environment influences society's core
values, preferences, perceptions, and behaviors. A business needs to be basically
responsible & culturally aware These factors comprise education Population growth rate, life
expectancy rates, religion etc. Cultural forces also have a significant impact on the success of
a company in the long run. Especially in a country like India where the cultural influences are
strong and complicated.
Social & Cultural factors :-
 purchasing habits
 Level of education.
 Religion & Beliefs
 Structure & size of a family.
 Different life styles
 social classes.
Economic factors :- The very environment of the economy can have an effect on two
essential aspects – your company’s levels of production and the decision-making process of
your customers. Economic factors affecting the macro environment relate to forces that
affect how consumers spend and their purchasing power. The economic conditions of the
economy and the performance of a business have a very close relationship. A business
depends on the economy for all its inputs and factors of production. It also sells its products
and services in the same market.A market is never in one stable condition. It is always in a
flux. If there is a boom in the market then all businesses will benefit from the favorable
conditions. The income will be higher,
Examples:-
 Interest rates
 Exchange rates.
 Recession
 Inflation
 Taxes
 Demand & supply.

Technology Factors:- These factors are related to skills & ability that are implementing into
Production, as well as materials & technology that a particular Product requires to be made.
They are essential & can have a big impact on how wen business is running. It figures out

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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even the most basic factors such as what kind of maintenance trolley is used to preserve
your tools and equipment as long as possible.Technology factors are related to the skills and
abilities that are used in the production. The technology factors are important and can have
a significant impact on how well your business is running.

Technological factors Examples:-

 Automation
 Internet connectivity.
 3D Technology.
 Engine Performance & efficiency

Demographic forces :- Each and every chunk of the market is affected by universal
demographic forces. These are age, education level, cultural characteristics, country and
region, lifestyle,. . The demographic environment for a company encompasses the people
who are part of a specific market. This environment includes the size and density of a
particular population and the common occupations people have. It also covers the age, race
and gender of prospective customers in a demographic group.

The crucial variables include: Income, Age, Geographic Region, Education Level

Advantages of Macro External Environment

The macro external environment can have several advantages for businesses, including:
Economic growth: A strong macro environment can lead to overall economic growth, which
can increase consumer spending and business opportunities.
Access to resources: A favorable macro environment can provide businesses with access to
resources such as labor, raw materials, and capital.
Positive government policies: The government can create favorable policies that support
business growth, such as tax incentives and regulations that protect competition.
Access to new markets: A strong macro environment can open up new markets for
businesses to expand into, providing opportunities for growth and diversification.
Increased productivity: A healthy macro environment can lead to increased productivity and
efficiency, as businesses are able to take advantage of new technologies and resources.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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Disadvantages of Macro External Environment

Economic downturns: A weak macro environment can lead to economic downturns, which
can decrease consumer spending and business opportunities.

Limited access to resources: A unfavorable macro environment can limit access to resources
such as labor, raw materials, and capital, making it difficult for businesses to operate and
grow.

Unfavorable government policies: The government can create policies that are detrimental
to business growth, such as high taxes and restrictive regulations.

Political instability: Political instability can create uncertainty and risk for businesses, making
it difficult to plan and operate.

Natural disasters: Natural disasters such as hurricanes, earthquakes, and floods can disrupt
business operations and cause significant damage to infrastructure, assets and supply chain

Competition: The macro environment can also be affected by global competition which can
make it difficult for domestic businesses to compete with foreign companies on price and
quality.
4. 3i PRINCIPLES:-
This methodology, which is central to the key components of digital marketing, having 3
Principle ie initiate, integrates iterate. These are designed to get to think about a digital
marketing Strategy.

Initiate: Iterate:
Start with the Continually apply
customer & forward learning’s from
digital strategy Customer

Integrate:
Integrate digital
channels straclitional
marketing Activities

Initiate: It states that to customers are the starting & finishing Point for all digital activities.
The answer to all questions is "Let to customer decide “Many People are too quick to jump
Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.
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DIGITAL & SOCIAL MEDIA MANAGEMENT (OE2) B.Tech VII – Sem(CSE)
into managing digital channels. They set up blogs, website & Social media Profiles. They are
interaction Channels that facilitate a two-way conversation. The customer should interact
with the company, to become good marketer start listening to what the customer says” Be a
good Listener” There are numerous actions can take using digital Platforms to reach target
customers & achieve the desired objectives Of include Creating engaging content, developing
targeted ad campaigns & utilizing social media Platforms to build relationships & generate
leads.
Iterate:- The word iterate comes from the Latin verb iterate, which means to repeat"
It emphasizes to importance of constantly tweaking a campaign in response to user
engagement & feedback it helps to ensure that campaigns are constantly evolving & improving,
resulting in better ROI & increased engagement. It also allows marketers to scale their
campaigns more effectively; with the help of this approach business can stay one stop a head of
the competition & Create more successful campaigns. The Iterate stage is about testing and
improving the company activity .
Integrate: it works at all 3 levels it can simple as sharing information learned through search
engine optimization with e-mail marketing , Integrate digital & traditional marketing efforts. It
involves using information gather from digital marketing efforts & integrating it into traditional
marketing Strategy . Any Opportunity to learn from customers can be shared across all channels
to improve the effectiveness of all communication & marketing Campaigns. The Integration
stage is focused on two parts: selling your strategy to get approval from the organization to
move forward, and then integrating your findings and strategy across the different channels

Integrate your efforts across digital channels.- Integration across digital channels is about
using information gleaned through one channel to improve the effectiveness of another
digital channel. It can be as simple as sharing information learned through search engine
optimization with your email marketing team. sharing insights learned through one channel
can drastically improve the effectiveness of another.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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DIGITAL & SOCIAL MEDIA MANAGEMENT (OE2) B.Tech VII – Sem(CSE)

Integrate your digital and traditional marketing efforts.-Integration of digital and traditional
marketing involves using information gathered from your digital marketing efforts and
integrating it into your traditional marketing strategy. Any opportunity to learn from
customers can be shared across all channels to improve the effectiveness of all of your
communications and marketing campaigns.
Integrate reporting sources:- Companies Who engage with digital marketing obtain an
abidance of data about their customers it is important to gather data in a way that allows to
make good business decisions. Making business decisions based on true value of digital
marketing is a crucial step in implementing & justifying digital marketing strategy.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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DIGITAL & SOCIAL MEDIA MANAGEMENT (OE2) B.Tech VII – Sem(CSE)

B.Tech VII-Semester (R 18) –JAN-2022(Question Paper )

1. Explain the need & significance of digital & social media management?

Social media management can play a significant role in business success in today’s digital
world. It has the potential to propel your company above your competitors and get your
customers more engaged with your brand. Social media management can help you track the
success of your marketing campaigns and measure their effectiveness. Social media
management can help you manage relationships with customers and partners. Finally, social
media management can help you build a strong brand image for your business. Social media
marketing (also known as digital marketing and e-marketing) is the use of social media.

Need of digital & social media management:-

 Social media management is the process of creating, scheduling, analyzing, listening,

and engaging with content posted on social media platforms.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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DIGITAL & SOCIAL MEDIA MANAGEMENT (OE2) B.Tech VII – Sem(CSE)
 It can help you identify and connect with your target audience.
 It can help you create content that is relevant to your audience and interesting to
them.
 Social media management can help you track the success of your marketing campaigns
and measure their effectiveness.
 Social media management can help you manage relationships with customers and
partners.
 Social media provides a way to connect with customers and build relationships. It can
help promote your business and attract new customers.
 Social media can help you measure the success of your marketing campaigns and help
you keep track of customer complaints and feedback.
 Finally, social media management can help you build a strong brand image for your
business.

Significance of digital & social media management:-

Increased Brand Awareness & Trust:-

Social media platforms connect users in market or service area with company your brand,&
increasing the brand awareness and leading to more customers. It helps to connect with
potential customers in the local market or reach niche audiences. Approximately one in three
people use social media to learn about or discover new products, services, or brands. An
established and well-maintained social media presence for any business also creates a cohesive
brand across all of your social streams, feeds, and platforms. Posting consistently to company
social media accounts and engaging with users by responding to comments and messages helps
create trust in your brand through consistency.

Increased Revenue:-

Engaging with customers through posts, contests, promotions, campaigns and ads also turns
followers into customers.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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DIGITAL & SOCIAL MEDIA MANAGEMENT (OE2) B.Tech VII – Sem(CSE)
Improved Customer Service & Relationship Management:-

A highly effective social media management strategy includes active listening to know exactly
what your customers say is important to them.

Social Media is Cost Effective:-

Any business, no matter how large their marketing budget may be, can use social media as a
cost-effective marketing strategy.It doesn’t cost any money to create a social media business
account, post content to those accounts, and respond to comments and messages.Even
advertising on social media can be a more profitable, less costly way of reaching your target
audience.However, there’s a lot more that goes into your social media management and
strategy plan, often best left to professionals.

Align Marketing Initiatives with User Behavior:-

By incorporating social media management into marketing strategy, they align company
brand’s marketing efforts with user behavior. Social media can help companies to connect with
and develop a relationship with potential customers. Social platforms enable brands to reach
their target audience and gain an understanding of how they interact with businesses. When
they have a better understanding of target audience’s behavior, they can create a more
tailored marketing strategy.

For example:

80% of people get advice about purchases through social media

74% of people now use social media when making purchase decisions

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.

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DIGITAL & SOCIAL MEDIA MANAGEMENT (OE2) B.Tech VII – Sem(CSE)
B.Tech VII-Semester (R 18) –JAN-2023 (Question Paper )

2. Determine how Digital Marketing is useful in Various Orgnizations ?

In terms of your business, digital marketing allows you to connect with prospective and existing
customers, which is vital for business and brand awareness. Digital marketing is important
because it allows you to get creative and stand out from your competitors in congested
markets.

Digital marketing is important because it allows you to get creative and stand out from your
competitors in congested markets. Not only is it essential for businesses, but customers also
now heavily rely on it as a way of finding out about companies.

A digital marketing strategy’s ultimate aim is to deliver campaigns that support the company’s
wider goals and ambitions, using the numerous digital tactics and channels you have at your
disposal.

For this question.

Refer Importance / Significance of Digital Marketing in the above material.

Prepared By – B.V.Lakshmi, Asst.Prof. Dept., of H&S, KSRMCE, Kadapa.