Maintaining a robust online presence has become imperative for staying competitive in the swiftly evolving business landscape, marked by advancing technology. This book emerges as a pivotal text in this context, designed to simplify the complexities of digital marketing for entrepreneurs and students alike. This book synthesises first-hand experiences from various e-commerce platforms and endeavours, offering practical and universally applicable insights across industries. Translating complex digital marketing strategies into digestible insights empowers readers to craft impactful online presences and confidently navigate the digital world. This book not only aids in academic and business successes but also inspires innovation and forward-thinking in the digital marketing sphere.

The book caters to two primary audiences:

• Entrepreneurs seeking to establish their ventures online but have limited knowledge of digital marketing. The book serves as a valuable resource, elaborating on available tools and simplifying complex digital marketing concepts
• Students aspiring to deepen their understanding of digital marketing. It bridges academic knowledge with real-world applications, covering theoretical foundations, historical perspectives, and future trends, preparing students for a successful career in digital marketing

The Present Publication is the latest 2024 edition, authored by Mihika Goswami, with the following noteworthy features:

• [Addressing Core Needs] Tailored for visionary entrepreneurs with limited digital marketing knowledge and students aspiring to master the field, this book guides the reader to the path to leveraging digital platforms effectively
• [Comprehensive Coverage] From the essentials of digital marketing to the exploration of its historical roots and from embracing current trends to preparing for future advancements, this book spans a broad spectrum of topics
• [Practical Insights] Built on real-world experiences, it breaks down digital marketing into understandable chunks, providing a step-by-step approach to harnessing digital tools and strategies
• [Future-Ready Learning] With sections on the impact of digital marketing post-pandemic and the upcoming advancements like AI and the Metaverse, readers are prepared for the next wave of marketing evolution

The detailed contents of this book are as follows:

• Introduction to Marketing
• Importance of Marketing in Business and Management
  • Critical for customer acquisition and retention
  • Essential for maintaining profitability and reputation
  • Provides a competitive edge and fosters innovation
• Historical Perspective
  • Traces the evolution of digital technologies
  • Explores the integration of these technologies in marketing
• Digitalisation
  • History of digital technologies and their impact on marketing
• Introduction to Digital Marketing
  • Definitions and basic concepts
  • E-commerce fundamentals
    • Benefits and challenges of e-commerce
    • Relationship between e-commerce and digital marketing
  • Global marketing and its facilitation through digital marketing
• 7C’s of Digital Marketing
  • A comprehensive exploration of the 7 C’s framework
• Advantages of Digital Marketing
  • Detailed advantages over traditional marketing approaches
• Marketing Funnel
  • Comparison between traditional and digital marketing funnels
  • Distinction between sales and marketing funnels
• Types of Digital Marketing (Digital Marketing Strategies)
  • Content Marketing
    • Strategies, importance, and content creation tips
  • Viral Marketing
    • Techniques for creating viral content and discovering relevant hashtags
  • Social Media Marketing
    • Overview of metrics, platforms, and advertising, including campaign goals and types of ads
  • Email Marketing
    • Benefits, cautionary advice, and campaign management
  • Affiliate Marketing
    • Types and advantages
  • Influencer Marketing
    • Campaign types, influencer categories, and efficiency measurement
  • Search Engine Marketing
    • SEO basics, types, and voice search optimisation
    • Comparison of SEO with Pay-Per-Click (PPC) and affiliate marketing
  • Mobile Marketing
    • App marketing, campaign types, and advantages
  • Performance Marketing
  • Omni Channel Marketing
    • Benefits and setup guidance
  • Multi-Channel Marketing
    • Benefits, setup instructions, and comparison with Omni Channel marketing
• Disadvantages of Digital Marketing
  • Outlines potential drawbacks and challenges
• Impact of Digital Marketing Post-Pandemic
  • Analysis of changes and adaptations in the digital marketing landscape
• Upcoming Advancements
  • Role of AI in Marketing
    • Benefits and integration methods
  • Metaverse
    • Exploration of the Metaverse and its significance in marketing, including the role of AI