Book

Description

The summary discusses the role of digital marketing in generating employment opportunities for the youth of the Central University of Jammu. The authors, Akanksha Rajput and Aditya Negi, highlight the significance of digital marketing as a strategy to market products and services through various online channels. They delve into the various components of digital marketing, including search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and more. The authors emphasize the importance of digital marketing due to its wide reach, cost-effectiveness, measurable results, targeted advertising, personalization, brand building, increased customer engagement, and adaptability to changing trends. They outline the historical evolution of digital marketing, from the advent of email marketing in the 1980s to the rise of mobile marketing and social media platforms in subsequent decades. The authors also categorize different types of digital marketing strategies, such as SEO, PPC advertising, social media marketing, display advertising, mobile marketing, email marketing, content marketing, influencer marketing, affiliate marketing, video marketing, and audio marketing. They compare offline and online marketing, highlighting differences in communication, tracking, and budget allocation. The authors' research objective involves assessing the students' awareness and engagement with digital marketing at the Central University of Jammu.