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Learning Objectives
By the end of this module, you will be able to:
- Explain what digital marketing is and why it matters for Nepali businesses
- Identify the core channels: SEO, SEM, Social Media, Email, Content Marketing
- Set up your practicum workspace and choose a project focus (personal brand or small business)
Quick Concepts
- Owned, Earned, Paid media model
- Customer journey: Awareness → Consideration → Conversion → Loyalty
- North Star Metric and supporting KPIs
Key Concepts
Running example used in every module: Sajilo Momo, a small family momo shop near Tribhuvan University in Kirtipur that wants more student orders and repeat customers. The business is fictional; the figures are illustrative.
What is digital marketing?
Digital marketing is the promotion of products, services, or people through digital channels such as search engines, websites, social media, email, and messaging apps. Compared with traditional marketing, it is two-way (customers reply, review, and share), targeted (you can reach a specific area, age group, or interest), and measurable (you can count visits, messages, and orders).
The core channels
| Channel | What it does | Sajilo Momo example |
|---|---|---|
| Website / landing page | A home base the business controls | Menu, prices, location map, WhatsApp button |
| SEO | Free visibility in Google search and Maps | Appearing for “momo near TU” and “momo Kirtipur” |
| SEM (paid search) | Paid ads for people already searching | Ads for “momo delivery Kirtipur” at lunchtime |
| Social media | Attention, community, and conversation | Instagram Reels of momo being made; Facebook offers |
| Email / WhatsApp | Repeat contact with people who opted in | Weekly special for loyalty members |
| Content | Useful or entertaining material that builds trust | “5 dipping sauces to try” post; behind-the-scenes video |
Goals and KPIs
A SMART goal is Specific, Measurable, Achievable, Relevant, and Time-bound. “Get more customers” is not SMART; “Receive 60 WhatsApp orders a month from students by the end of the semester” is.
A KPI (key performance indicator) is the number that shows progress towards the goal. Choose one North Star Metric (for Sajilo Momo: weekly orders) and two or three supporting KPIs (Instagram reach, WhatsApp chats, Google Maps direction requests).
Activities (Hands-on)
- Choose a project (personal brand / small business / campus club)
- Create or verify accounts:
- Gmail, Google Drive
- Google Analytics Demo Account (for exploration)
- Facebook Page/Instagram (or decide alternatives like LinkedIn)
- Define your audience and value proposition (one paragraph)
- Draft a simple brand kit: name, colors, tone of voice (bullets)
Worked Example: Sajilo Momo Project Intent Note
| Section | Sajilo Momo |
|---|---|
| Problem | Busy at lunch but quiet in the evenings; few students know about delivery |
| Audience | TU students and staff aged 18–35 within 2 km, mostly on Instagram, Facebook, and WhatsApp |
| Value proposition | Fresh, handmade momo delivered hot within 30 minutes, with a student combo from Rs. 150 |
| Channels | Google Business Profile, Instagram, Facebook Page, WhatsApp Business, simple landing page |
| SMART goal | 60 WhatsApp or phone orders per month by the end of the practicum |
| KPIs | Weekly orders (North Star), Instagram reach, WhatsApp chats, Maps direction requests |
| Brand kit | Name: Sajilo Momo; colours: red and cream; tone: friendly, local, a little playful |
Common Mistakes
| Mistake | Better approach |
|---|---|
| Choosing a goal like “go viral” or “get followers” | Set a SMART goal linked to orders, leads, or bookings |
| Opening accounts on every platform | Start with two or three channels your audience already uses |
| Using personal accounts for the business | Create business accounts with a shared, professional email |
| Describing the audience as “everyone” | Describe age, location, needs, and where they spend time online |
Deliverables
- 1-page Project Intent Note (problem, audience, channels, KPIs)
- Account checklist screenshot(s)
Mini Rubric (5 pts)
Matches Assignment 1:
- Clarity of goal and audience (2)
- Practical feasibility (2)
- Professional setup and naming (1)
Key Takeaways
- Digital marketing is two-way, targeted, and measurable.
- Core channels: website, SEO, SEM, social media, email/WhatsApp, and content.
- Write SMART goals and pick one North Star Metric with a few supporting KPIs.
- A clear project intent note guides every later module.
Exam-Style Questions
Short answer
- Define digital marketing.
- List five core digital marketing channels.
- What is a SMART goal? Give an example.
- What is a KPI?
Long answer / practical
- Prepare a project intent note for a small business in your area, including problem, audience, value proposition, channels, goal, and KPIs.
- Explain the core digital marketing channels and how a small Nepali business could use each.
