Unit 10 Session 1: Digital Marketing and the Digital Economy | IT 231 BBA Slides

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Unit 10 · Session 1

Digital Marketing and the Digital Economy

IT 231: IT and Applications (BBA)

Today's focus

  1. Social Media & Digital Marketing
  2. Digital Economy

Social Media & Digital Marketing

Learning Objectives

By the end of this session, you will be able to:

  • ✅ Define social media and its role in Web 2.0.
  • ✅ Define digital marketing and identify its main channels.
  • ✅ Differentiate between key digital marketing strategies like SEO, Content Marketing, and Social Media Marketing.

What is Social Media?

Social Media: Websites and applications designed to allow people to share content quickly, efficiently, and in real-time.

It's a core part of Web 2.0, focusing on user-generated content and online interaction.

The Social Media Landscape 🌐

A diverse ecosystem of platforms, each with a unique purpose:

Connection & Community

  • Facebook
  • Twitter (X)

Visuals & Creativity

  • Instagram
  • TikTok

Professional Networking

  • LinkedIn

From Socializing to Selling

How do businesses leverage these powerful social platforms?

Enter: Digital Marketing ⚡

What is Digital Marketing?

Digital Marketing: The component of marketing that uses the internet and online-based digital technologies to promote products and services.

🎯 The Goal: Reach customers where they spend their time – online!

Key Channels of Digital Marketing 📊

Digital marketing is a collection of strategies. The three main pillars are:

🔍 SEO

Search Engine Optimization

✍️ Content Marketing

Creating Valuable Content

📱 Social Media Marketing

Engaging on Social Platforms

Channel 1: SEO 🔍

Search Engine Optimization (SEO): The process of improving your website to increase its visibility when people search for products or services related to your business in Google, Bing, etc.

It's about being the top result when a potential customer is looking for you.

Channel 2: Content Marketing ✍️

Content Marketing: Creating and sharing valuable online content (like blog posts, videos, and infographics) to attract and retain an audience.

The focus is on providing value first, not just selling.

  • Builds trust and authority
  • Educates potential customers

Channel 3: Social Media Marketing 📱

Social Media Marketing: Using social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.

This is where our two topics meet! It's about building a community around your brand.

Practical Application in Nepal 🇳🇵

Case Study: A Local Restaurant in Pokhara

📱 Social Media Marketing: They post daily videos of their lakeside view and food specials on Instagram and TikTok, run giveaways for a free meal, and respond to all comments.

✍️ Content Marketing: They write a blog post: "Top 5 Must-Try Foods in Pokhara," featuring one of their own dishes.

🔍 SEO: They optimize their Google Maps listing to appear when tourists search for "best restaurant near Phewa Lake."

Summary & Key Takeaways

  • Social media allows users to create and share content in real-time, building online communities.
  • Digital marketing uses online channels like search engines and social media to promote products and services.
  • SEO, Content Marketing, and Social Media Marketing are key, interconnected strategies for online business success.

Discussion Questions 💬

  1. What is the difference between traditional marketing (e.g., newspaper ads) and digital marketing?
  2. Think of a brand in Nepal (like Daraz, Foodmandu, or a local clothing store) that does social media marketing well. What makes them effective?
  3. Why is SEO so important for businesses today, even for small shops?

Digital Economy

What is the Digital Economy? 🌐

Economic activity that results from billions of online connections among people, businesses, devices, data, and processes.

It's a fundamental transformation of how value is created, exchanged, and measured — not just "doing business online."

Key Components

  • E-Commerce & Digital Trade: Online buying/selling (Daraz, Amazon).
  • Platform Economy: Uber, Airbnb, Facebook — connecting buyers and sellers without owning assets.
  • Data as a Resource: "Data is the new oil." Companies monetize user data.
  • Fintech: eSewa, Khalti, digital wallets, mobile banking.
  • Gig Economy: Upwork, Fiverr — selling skills globally.

Network Effects 🌟

A platform becomes more valuable to each user as more users join it.

  • Facebook is useful because your friends are on it.
  • eSewa is useful because more merchants accept it.
  • This "winner-takes-most" dynamic creates digital monopolies.

Digital Economy in Nepal 🇳🇵

💳 Mobile Money

eSewa and Khalti have transformed everyday payments.

🏛️ E-Government

Vehicle tax, passport applications online.

🚀 Startup Growth

IT parks fostering tech-based businesses.

📱 Digital Marketing

Facebook & Google Ads for Nepali businesses.

Thank You

Questions before we wrap this hour?

Next: Unit 10 · Session 2 — Data, AI, Analytics, and Business Intelligence

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