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Module 1

Introduction to Digital Marketing

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1 hour

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

What is Digital Marketing?

Traditional Marketing

  • TV & Radio ads
  • Print media (newspapers, magazines)
  • Billboards & Posters
  • Direct mail

One-way communication, hard to measure

Digital Marketing

  • Search engines (Google, YouTube)
  • Social media platforms
  • Email campaigns
  • Content & blogs
  • Mobile apps & websites

Two-way interaction, highly measurable

Why Digital Marketing?

  • Cost-effective: Reach thousands for less than a single newspaper ad
  • Targeted: Reach exactly who you want (age, location, interests)
  • Measurable: Track every click, view, and conversion in real-time
  • Flexible: Adjust campaigns instantly based on performance
  • Global reach: Access customers beyond Kathmandu, even internationally

Digital Marketing in Nepal

Growing Opportunity: 20+ million internet users (2024), increasing smartphone penetration, and rising e-commerce adoption.

  • Facebook & TikTok dominate social media
  • Google is the primary search engine
  • Mobile-first approach is critical
  • Local businesses increasingly adopting digital strategies
  • Growing demand for digital marketing professionals

Core Digital Marketing Channels

Let's explore the 5 essential channels you'll work with in this practicum:

1. Search Engine Optimization (SEO)

Definition: Optimizing your website to rank higher in organic (free) search results

  • On-page SEO: Keywords, meta tags, content quality, site structure
  • Off-page SEO: Backlinks, social signals, domain authority
  • Technical SEO: Site speed, mobile-friendliness, security (HTTPS)

Goal: Appear on first page of Google when people search for your products/services

2. Search Engine Marketing (SEM)

Definition: Paid advertising on search engines (primarily Google Ads)

  • Pay-Per-Click (PPC): You pay only when someone clicks your ad
  • Keyword targeting: Bid on specific search terms
  • Ad formats: Text ads, Shopping ads, Display ads, Video ads

Goal: Get immediate visibility and qualified traffic by paying for top positions

3. Social Media Marketing

Definition: Building brand presence and engaging audience on social platforms

Organic Social

  • Regular posts
  • Community engagement
  • Stories & reels
  • Free reach

Paid Social

  • Facebook/Instagram Ads
  • TikTok Ads
  • LinkedIn Ads
  • Targeted campaigns

4. Email Marketing

Definition: Direct communication with subscribers through email campaigns

  • Newsletter: Regular updates to engaged audience
  • Promotional: Sales, offers, product launches
  • Transactional: Order confirmations, shipping updates
  • Nurture sequences: Automated email series to convert leads

Fun fact: Email has an average ROI of $42 for every $1 spent!

5. Content Marketing

Definition: Creating valuable content to attract and retain audience

  • Blogs: Educational articles, how-to guides
  • Videos: Tutorials, product demos, testimonials
  • Infographics: Visual data presentation
  • Podcasts: Audio content for niche audiences
  • eBooks & Guides: In-depth resources

The Digital Customer Journey

4 Stages of Customer Journey

  1. Awareness: Customer discovers your brand (SEO, Social media, Ads)
  2. Consideration: Customer researches and compares (Content, Reviews)
  3. Conversion: Customer makes a purchase or takes action (Landing pages, CTAs)
  4. Loyalty: Customer becomes repeat buyer and advocate (Email, Support)

Owned, Earned, Paid Media (OEP)

Owned

You control it

  • Website
  • Blog
  • Email list
  • Social profiles

Earned

Others promote you

  • Mentions
  • Reviews
  • Shares
  • PR coverage

Paid

You pay for reach

  • Google Ads
  • Facebook Ads
  • Influencers
  • Sponsored posts

Balance all three for a comprehensive strategy!

Key Metrics & KPIs

  • Traffic: Website visitors, page views
  • Engagement: Likes, comments, shares, time on page
  • Conversions: Sales, sign-ups, downloads
  • ROI: Revenue generated vs. marketing spend
  • Customer Acquisition Cost (CAC): Cost to acquire one customer
  • Lifetime Value (LTV): Total revenue from a customer over time

North Star Metric

Definition: The ONE metric that best captures the core value you deliver to customers

Examples:

  • Netflix: Hours watched
  • Airbnb: Nights booked
  • Amazon: Purchases per month
  • Facebook: Daily active users

Your Turn:

For your practicum project, what metric truly shows success?

  • Email subscribers?
  • Sales generated?
  • Consultation bookings?
  • Content downloads?

Hands-On Activities

Activity 1: Choose Your Project

Select ONE focus area for your practicum:

  • Personal brand: Establish yourself as a professional
  • Small business: Promote a real or simulated local business
  • Campus club: Market a student organization or event

Activity 2: Account Setup

Essential Accounts Checklist

  • ☐ Gmail account (professional email)
  • ☐ Google Drive (document storage)
  • ☐ Google Analytics Demo Account (for learning)
  • ☐ Facebook Page or Instagram Business account
  • ☐ LinkedIn profile (professional networking)
  • ☐ Canva account (design tool)

Activity 3: Define Your Audience

Audience Profile (One Paragraph)

Answer these questions:

  • Who are they? (age, location, profession)
  • What problem do they have?
  • How can you help them?
  • Where do they spend time online?

Example: "Young professionals in Kathmandu (25-35) looking to learn digital marketing skills to advance their careers. Active on LinkedIn and Facebook."

Activity 4: Brand Kit

Simple Brand Elements

  • Brand Name: Clear and memorable
  • Colors: Choose 2-3 primary colors
  • Tone of Voice: Professional? Friendly? Expert? Casual?
  • Key Message: What's your one-line value proposition?

Module 1 Deliverables

What to Submit:

  1. Project Intent Note (1 page):
    • Problem/opportunity you're addressing
    • Target audience description
    • Channels you'll use (at least 2)
    • Your North Star Metric + 3 supporting KPIs
  2. Account Setup Checklist:
    • Screenshot showing your created accounts

Mini Rubric (5 points)

Criteria Points What We're Looking For
Clarity of goal and audience 2 Specific, well-defined target and clear objective
Practical feasibility 2 Realistic scope for a practicum project
Professional setup & naming 1 Professional account names and complete setup

Quick Tips for Success

  • ✨ Start simple: Don't try to be everywhere at once
  • 📊 Focus on metrics: What gets measured gets improved
  • 🎯 Know your audience: Speak to their needs, not yours
  • ⚡ Be consistent: Regular activity beats sporadic brilliance
  • 🔄 Learn by doing: This is a practicum—experiment and iterate

Resources & Further Reading

Questions & Discussion

Think About:

  • What digital marketing campaigns have you noticed in Nepal?
  • Which channels do you personally engage with most?
  • What business or brand would you like to work on?

Thank You!

Ready to Start Your Digital Marketing Journey

Next: Module 2 - Website Development and Optimization

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