Strategic Digital Marketing Notes
Subject Overview
The first Digital Marketing group elective, covering digital marketing's strategic role and consumer decision journey, digital marketing planning and integrated communication, e-commerce and platform-based business models with AI/
Subject at a glance
4
Units
33
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Evolution from traditional marketing
- digital economy and online business models
- omnichannel marketing
- digital marketing ecosystem
- digital consumer behaviour and customer decision journey
- customer persona development
- role of data in digital marketing decisions
- 1Awareness
Social, search, ads
- 2Consideration
Reviews, comparisons
- 3Purchase
Website, app, marketplace
- 4Retention
Email, loyalty
- 5Advocacy
Reviews, referrals
Study guide
This unit covers the shift from traditional to digital marketing, digital economy business models, omnichannel marketing, the ecosystem, digital consumer behaviour, the decision journey, personas and the role of data. Create a persona and map their journey.
- Planning process and framework
- environmental and competitor analysis
- STP in digital environments
- online branding and brand equity
- integrated digital marketing communication
- website planning
- customer engagement and retention
- content planning and campaign budgeting
- 1
Situation
Where are we now?
- 2
Objectives
Where do we want to be?
- 3
Strategy
How do we get there?
- 4
Tactics
Which channels and tools?
- 5
Action
Who does what and when?
- 6
Control
How do we measure?
Study guide
You study planning frameworks, environment and competitor analysis, STP online, online branding, integrated communication, website planning, engagement, retention, content planning and budgeting. Plan a campaign with objectives and budget.
- E-commerce and platform-based business models
- mobile and social commerce
- online reputation management
- cybersecurity and legal aspects
- data privacy regulations
- AI and machine learning applications
- chatbot integration
- role of CRM systems
Reputation management
Monitor reviews and respond
Cybersecurity
Protect customer data
Data privacy
DPDP Act 2023, GDPR
AI and chatbots
Automate service, with oversight
CRM
Single view of the customer
Study guide
You study platform business models, mobile and social commerce, reputation management, cybersecurity, legal aspects, data privacy, AI, chatbots and CRM. Understand the main data privacy requirements.
- Marketing automation systems
- influencer economy
- voice search and voice commerce
- AR/VR in digital marketing
- metaverse marketing
- blockchain applications
- digital transformation case studies across retail
- banking
- healthcare
- hospitality and education
Marketing automation
Triggered journeys
Influencer economy
Creators as channels
Voice search and commerce
Smart speakers
AR and VR
Try before you buy
Metaverse and blockchain
Virtual worlds, loyalty tokens
Study guide
You study marketing automation, the influencer economy, voice commerce, AR/VR, metaverse marketing, blockchain and digital transformation cases. Study one transformation case from retail or banking.
Why Strategic Digital Marketing Matters
Digital strategy skills are in high demand across industries, supporting brand, growth and marketing leadership roles.
How to Prepare for Strategic Digital Marketing
- Build a digital marketing plan for a real business.
- Follow industry trends and tools.
- Measure everything with clear KPIs.
Strategic Digital Marketing: Frequently Asked Questions
What is omnichannel marketing?
Omnichannel marketing gives customers a seamless, consistent experience across all channels, online and offline.