Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and other digital medium. In light of this, Department of Computer Science and Engineering organized a workshop on ALIGNMENT OF IT & ANALYTICS WITH DIGITAL MARKETING on Mar-6, 2017 with a group of 55 students and some faculty members. The speaker, Mr. Rakesh Ranjan, Director, Brannina an integrated market agency.
He started the workshop with the brief description on the importance of digital marketing in respect of career and scope in the same. Further, described the evaluation of marketing such as above-the-line marketing (ATL), below- the-line marketing (BTL) and through the line marketing (TTL), internet marketing, and web analytics marketing etc and how the Digital transformation is taking place across the globe and becoming mainstream in India. The session continued explaining various applications of digital marketing with the help of various live case studies and some snapshot of analytics tool to name a few Bing Webmaster Tools, Analyzer, Bango Mobile Web Analytics; Data Work bench Further, discussed the creation of Web App with online tools, SEO keywords on-page optimization.
The workshop concluded with the depicting feasible tools and followed by questionnaire.