Module 1...

Basics of E-Commerce and Digital Marketing

📌 1.1.1 What is E-commerce?

E-commerce, short for “electronic commerce,” refers to the buying and selling of goods or services using the internet. It involves everything from browsing products, selecting, and making payments through digital platforms like payment gateways.

E-commerce isn’t limited to product sales—it also includes services, data exchange, and money transfers.

🛒 Types of E-commerce Models:

• B2B (Business to Business): Example – A machine supplier selling parts to a car company.

• B2C (Business to Consumer): Example – Selling directly to customers on Flipkart, Amazon, etc.

• C2C (Consumer to Consumer): Example – People selling items on Facebook or OLX.

• C2B (Consumer to Business): Example – Freelancers, reviewers, or influencers working with companies.

• B2A (Business to Administration): Example – IT firms providing services to governments.

• C2A (Consumer to Administration): Example – Filing taxes online.

🌍 How E-commerce is Changing World Trade

E-commerce is revolutionizing global trade by:

• Simplifying buying and selling processes.

• Helping small businesses reach global customers.

• Enabling cross-border transactions from home.

• Offering digital tracking, delivery networks, and customer interaction.

• Empowering entrepreneurs through data and automation.

Top E-commerce Companies:
Alibaba, Amazon, Flipkart, eBay, Walmart, Zomato, Lazada, JD.com, and more.

✅ Benefits and Challenges of E-commerce

🎯 Benefits:

Especially for women entrepreneurs, e-commerce offers:

• Flexibility to work from home.

• Low setup cost vs. physical shops.

• Global reach with digital marketing.

• Niche product promotion from anywhere.

• Digital tracking, fewer overheads, and safety (especially during COVID).

⚠️ Challenges:

• Data security and privacy concerns.

• Lack of physical touch and human guidance.

• Technical issues and trust-building.

• Constant tech upgrades needed.

• Limited customer interaction.

👩‍💼 How Women Entrepreneurs Benefit from E-commerce

At DWIJA CREATIONS, we believe e-commerce is a powerful tool for women entrepreneurs because:

• It offers work-from-home flexibility.

• No need for physical shops or travel.

• Women can market niche products globally.

• Reduced costs and risks.

• Easy digital tools for SEO and marketing.

• Builds confidence and independence.

🧠 Key E-commerce Terminologies

📢 1.2 Introduction to Digital Marketing

Powered by: DWIJA CREATIONS
Empowering Future Entrepreneurs Through Digital Innovation

📌 1.2.1 What is Digital Marketing?

Digital Marketing refers to the use of internet-based tools and technologies—such as websites, social media, mobile apps, email, and search engines—to promote and sell products or services.

It is not just another marketing channel; it's the foundation of how brands now connect with customers. Businesses today display, advertise, sell, and service their products entirely through digital platforms.

✅ Key Features of Digital Marketing:

• Promotes products through websites, social media, email, and search engines.

• Helps brands reach and interact with customers online.

• Enables measurable, data-driven strategies for growth.

• Makes even traditional companies shift to online platforms.

• Offers personalization, reach, and brand loyalty at scale.

🧰 Examples of Digital Marketing Assets:

• Website – Your digital storefront

• Logos & Branding – Identity that builds trust

• Videos – Product demos, advertisements, testimonials

• Images – Infographics, product photography

• Content – Blog posts, eBooks, customer reviews

• Interactive Tools – Calculators, quizzes, SaaS apps

• Social Media Pages – Platforms to connect and engage

🟣 At DWIJA CREATIONS, we help you design all these assets using tools like Canva, WordPress, and more!

🌟 1.2.2 The Importance of Digital Marketing

In a rapidly changing digital world, having an online presence is not optional—it’s essential.

A well-planned digital marketing strategy allows entrepreneurs and businesses to:

• Reach a global audience

• Build relationships with customers

• Track marketing performance in real-time

• Target the right audience at low cost

• Stay ahead of competition

🎯 Why Digital Marketing Matters:

• Helps businesses understand exactly what customers want.

• Connects with a wider audience beyond local boundaries.

• Costs less than traditional marketing with higher returns.

• Builds brand loyalty through constant online presence.

• Allows for real-time tracking and campaign improvements.

Digital marketing provides tools and platforms that expand reach, drive conversions, and build trust—all from a smartphone or laptop.

💼 How DWIJA CREATIONS Supports Digital Growth:

• We offer training in SEO, social media, content marketing, Canva design, and video marketing.

• We help individuals and entrepreneurs build their own digital marketing strategies.

• We empower women and youth to start and grow businesses from home.

📣 Conclusion

Digital marketing is not just a trend—it's the future of business. Whether you're an aspiring entrepreneur, a freelancer, or running a small business, leveraging digital tools can transform your brand.

🌟 1.2.3 The Importance of Feedback and Ratings in Digital Marketing

Presented by DWIJA CREATIONS
“Where Every Voice Builds a Better Brand”

🗣️ Why is Customer Feedback Important?

Yes — customer feedback is crucial in digital marketing!
With digital platforms like websites, social media, forums, blogs, and review sites, customers can instantly share their experiences — good or bad — with a wide audience. This shapes brand reputation, sales, and trust.

Websites like Amazon, TripAdvisor, and Yelp have built entire systems around consumer reviews.

💡 Key Reasons Feedback Matters:

• Helps businesses stay aligned with customer needs.

• Builds public trust and brand visibility.

• Boosts product improvement and service quality.

• Drives real-time insights into customer satisfaction.

• Acts as a decision-making tool for future buyers.

⭐ Benefits of Customer Reviews

According to Bright Local:

• 97% of customers looked for online reviews before buying (2017).

• 85% trust online reviews as much as personal recommendations.

🎯 How Reviews Help Businesses:

• Understand customer expectations

• Boost online visibility and search rankings

• Attract more website visitors

• Increase trust and conversions

• Improve customer retention

💬 How to Collect Customer Reviews

1. Ask for it
   → Add a “Review Us” section on your website

2. Send follow-up emails
   → Request short surveys or open-ended responses

3. Offer small incentives
   → Example: Subway offers a free cookie for a 1-minute feedback survey

4. Be present on multiple platforms
   → Monitor Facebook, Google, Instagram, TripAdvisor, etc.

👂 Use Social Listening to Understand Feedback

Social listening is the practice of tracking and analyzing brand mentions and reviews across the web.

🧠 How Social Listening Helps:

• Gathers all feedback from blogs, social platforms, and forums.

• Identifies themes (e.g., price, quality, packaging).

• Compares positive vs. negative reviews.

• Monitors competitor feedback and market gaps.

• Helps companies take action based on real insights.

Tools like Hootsuite, Sprout Social, or Mention are commonly used for real-time social monitoring.

⚠️ Limitations of Customer Reviews

Despite the power of feedback, there are some risks:

❌ Common Challenges:

• Fake Reviews: Competitors may post negative comments or fake praise.

• Biased Survey Results: People may say what the brand wants to hear.

• Low-Quality Responses: Users may submit surveys just to get rewards.

✅ Solution:
Use multiple feedback sources and apply social listening tools to detect and filter misleading reviews.

🚀 DWIJA CREATIONS Insight

At DWIJA CREATIONS, we:

• Teach how to gather, analyze, and respond to online reviews.

• Train entrepreneurs in social listening tools.

• Help brands build trust through authentic customer experiences.

Remember: Feedback is not just a comment — it’s a business growth tool.

🌐 1.2.4 Search Engine Optimization (SEO)

Brought to you by DWIJA CREATIONS
Boost Visibility • Drive Traffic • Build Trust

🔍 What is SEO?

Search Engine Optimization (SEO) is a digital marketing strategy used to improve a website’s visibility on search engines like Google, Yahoo, and Bing. The goal is to appear organically (not paid) in top results when users search for related products or services.

✅ For entrepreneurs at DWIJA CREATIONS, SEO is a core tool to attract organic traffic and build long-term online visibility.

⚙️ Why is SEO Important?

• Helps your website rank higher in search results

• Increases relevant traffic without paid ads

• Builds credibility and trust

• Supports long-term business growth

Search engines rank websites based on:

• Relevance to search queries

• Website usability and structure

• Content quality and keyword usage

• Backlinks from trusted websites

Google’s algorithm rewards sites that are helpful, updated, and trustworthy.

📈 SEO in Action

Think of SEO like preparing for an event:
You promote it early, invite the right people, and follow a strategy.

SEO = Visibility planning + Smart targeting + Consistent effort

🧠 Key SEO Strategy Questions:

1. Who is your ideal customer?

2. Where are they located?

3. What platforms do they use?

4. What keywords would they type to find your product?

5. What is the intent behind their search?

🛠️ On-Page SEO Must-Haves

✅ Page Titles & Meta Descriptions

These are what users see in search results:

• Title: Web Design Company in Hubli

• Meta Description: Leading SEO & web development services in Bangalore and Belgaum.

Make sure they’re clear, relevant, and click-worthy.

✅ Sitemaps

Submit HTML (user-friendly) and XML (for search engines) sitemaps to make sure your entire site is indexed.

✅ Content Quality

Include relevant, helpful content that answers user queries. Avoid writing just for bots.
Instead, help your real audience find what they’re looking for.

✅ Keyword Targeting

Use keywords related to your business (e.g., “Digital Marketing Classes in Hyderabad” not just “Marketing”).

✅ Long-Tail Keywords

Focus on more specific search terms like:

“Best milk processing machine in Coimbatore”
Instead of just: “Processing machine”

✅ Backlinks

Build links from high-authority websites (.gov, .edu, or trusted .com).
These act like votes of trust and boost your site’s credibility.

📢 1.2.5 Search Engine Marketing (SEM)

DWIJA CREATIONS: Your Launchpad for Paid Growth

💰 What is SEM?

Search Engine Marketing (SEM) refers to paid advertising on search engines like Google and Bing to increase visibility. Unlike SEO, which is organic, SEM focuses on Pay-Per-Click (PPC) or Cost-Per-Impression (CPM) models.

🧱 Common SEM Platforms:

• Google Ads

• Bing Ads

• Facebook, YouTube & Instagram Ads

• Ads on websites or mobile apps

🧮 How SEM Works:

• You bid on keywords related to your business.

• Your ad appears on top or side of search results.

• You pay only when someone clicks (PPC) or when it’s viewed (CPM).

At DWIJA CREATIONS, we train individuals to use SEM effectively, targeting the right audience with the right message.

📊 SEM Components:

• Keyword Research

• Ad Copywriting

• Landing Page Design

• Campaign Setup & Monitoring

• Budget Control

🔄 1.2.6 SEO vs. SEM: What’s the Difference?

Feature SEO SEM

Cost Free (Organic) Paid (Per Click/View

Time frame Long-term Instant Visibility

Click-Through Rate Higher in the long run Immediate, but drops when budget ends

Sustainability Lasting results Temporary traffic

Control Limited control over visibility Full control over targeting and ads

Best For Building authority & trust Quick visibility & testing offers

💡 1.2.7 Important Components of SEM

DWIJA CREATIONS — Smart Ads, Smarter Strategy

📢 What is SEM (Search Engine Marketing)?

Search Engine Marketing (SEM) is a strategic approach to place paid advertisements on search engines like Google or Bing to appear in search results. Just like traditional advertising runs campaigns, SEM runs ad campaigns focused on specific keywords that potential customers search for.

At DWIJA CREATIONS, we train you to create powerful, relevant campaigns that speak directly to your audience — and convert clicks into customers.

📂 What Makes SEM Effective?

• Well-structured Ad Campaigns

• Carefully chosen Keyword Groups

• Cohesive messaging in Ad Copies

• Placement on relevant websites and search networks

Example: Advertising a sports event in a sports gear site will be more effective than placing it on a non-related site like a sewing shop!

🎯 Understanding Ad Position and Google Ad Rank

In SEM, especially Google Ads, your ad position is not based only on how much you bid. It’s determined by an algorithm called Ad Rank.

📊 How Google’s Ad Rank Works:

Google uses a Second Price Auction Model:

• You bid your maximum willing amount.

• You only pay just enough to beat the next highest bidder.

• So, even if you bid ₹100, you might only pay ₹80.

🧮 Key Components of Google Ad Rank:

1. Maximum Bid – What you're willing to pay per click.

2. Quality Score – Based on:

   • Expected Click-Through Rate (CTR)

   • Ad Relevance

   • Landing Page Experience

3. Ad Format Impact – Use of:

   • Call extensions

   • Site links

   • Display URL

   • Mobile responsiveness

💸 Cost Per Click (CPC) vs. Ad Rank

Your CPC depends on both your bid and your ad quality.

Example:

• Bidder #3 pays less than Bidder #2 but still ranks higher because of better ad quality.

• Better formatting, messaging, and targeting = higher ad rank = lower cost!

✅ At DWIJA CREATIONS, we help you:

• Structure Google Ad campaigns that rank.

• Improve ad copy, CTR, and landing page scores.

• Analyze ad rank metrics for better ROI.

📱 1.2.8 Social Media Optimization (SMO) & Marketing

DWIJA CREATIONS — Grow Your Brand Where the World Scrolls

📌 What is SMO?

Social Media Optimization (SMO) is the use of platforms like Facebook, Instagram, Twitter, YouTube, and more to:

• Increase brand awareness

• Improve online visibility

• Connect with customers

• Drive traffic to your website

SMO is not just about posting regularly — it's about strategic content, timing, and audience engagement.

🚀 SMO vs. SEO

Metric SEO SMO

Focus Search engines Social platforms

Goal Rank in search results Boost visibility on social feeds

Traffic Source Organic search Shares, likes, followers

Tools Keywords, backlinks Engagement, virality

Both work together to create a powerful online presence.

🌐 Social Media Marketing (SMM)

SMM is a paid or organic marketing strategy on platforms like Facebook Ads, Instagram Reels, LinkedIn, Pinterest, etc. It uses:

• Sponsored content

• Boosted posts

• Carousel ads

• Video campaigns

• Influencer collaborations

⚒️ Tools Used in SMO & SMM

Tool Function

Hootsuite Schedule & track posts

Buffer Manage multiple accounts

Loomly Content calendar for teams

Promo Republic Pre-made content templates

Sprout Social Advanced analytics & CRM

Canva Design high-quality graphics

🔄 Viral Marketing

SMO encourages user sharing — known as viral marketing. If your post resonates:

• People share it

• Their friends see it

• Your brand spreads organically

Example: A fun reel about a product can go viral and lead users straight to your website.

✅ With DWIJA CREATIONS, you will learn:

• How to optimize content for each platform

• How to schedule and automate posts

• How to use engagement analytics

• How to turn likes into leads

📲 1.2.8 Social Media Platforms

DWIJA CREATIONS – Connect, Communicate, Convert

🌐 Popular Social Media Platforms for Entrepreneurs

At DWIJA CREATIONS, we recommend focusing on these six major social platforms that offer the strongest business growth opportunities:

Platform Best Use

Facebook Community building, targeted ads, events, group marketing

Instagram Visual marketing, reels, influencer collaboration

LinkedIn B2B marketing, professional networking

Pinterest Visual discovery, product-based promotion (great for retail or crafts)

Twitter (X) Instant communication, trends, customer support

YouTube Video marketing, tutorials, long-form content

🔍 Niche Platforms to Explore

Besides mainstream platforms, niche platforms like Snapchat, Tumblr, DeviantArt, Flickr, Periscope, and StumbleUpon can target specific audiences. Use them:

• If your business fits their culture or niche

• If you're targeting Gen Z, artists, or hobby groups

💡 Tip from DWIJA CREATIONS: Don’t overextend. Focus on the platforms you can consistently manage and keep active.

🎯 Smart Targeting on Social Media

Tailor content for your audience based on:

• 📍 Location

• 👥 Age & Gender

• 🎯 Interests

• 📊 User behavior

Example: If you're selling shaving cream, show your ad only to male audiences — this ensures better results and saves your ad budget.

📢 1.2.9 Social Media Marketing (SMM)

DWIJA CREATIONS – Strategic Posting for Powerful Branding

🚀 What is SMM?

Social Media Marketing (SMM) is the use of platforms to:

• Promote products/services

• Increase brand awareness

• Drive website traffic

• Boost engagement

We help you set clear, goal-driven campaigns for better results in less time.

✅ Best SMM Practices

🔧 Create a Strong Profile

• Complete your profiles fully and make them public.

• Share helpful, relevant content regularly.

• Use updated visuals and descriptions.

🌐 Enable Website Sharing

• Add share buttons on all your webpages.

• Encourage users to share content with friends and family.

💬 Engage With Your Audience

• Post exclusive offers for each platform.

• Maintain a content ratio: 80% industry content, 20% self-promotion.

• Avoid spam – spread your posts throughout the day.

👂 Listen and Respond

• Respond to queries quickly and professionally.

• Be active round-the-clock if possible.

• Be polite, positive, and engaging in all interactions.

🛠️ 1.2.10 Basic Knowledge of Digital Tools

DWIJA CREATIONS – Tools That Empower Your Digital Journey

Tool Function

Remove.bg Remove backgrounds from photos automatically

Un splash / Burst / Pixels Free HD photos & videos for commercial use

URL Shorteners Create short, clean links for better professionalism

Canva Free graphic design platform for social posts, posters, videos, etc.

Buffer Schedule posts on multiple platforms, reuse content with unique captions

Content Drips Create carousels, videos, and edit posts with smart features

Word tune AI-powered writing assistant for tone, expansion, rephrasing

💸 1.2.11 Pay-Per-Click (PPC) Campaigns

DWIJA CREATIONS – Every Click Counts

🔍 What is PPC?

Pay-Per-Click (PPC) is an online ad model where you only pay when someone clicks your ad.

📈 Where are PPC ads used?

• Google (Search Ads)

• YouTube

• Display networks (websites with banners)

• Facebook & Instagram Ads

🔄 How PPC Works

1. Users search using a keyword (e.g., “best camping tent”)

2. Google runs an Ad Auction behind the scenes

3. Based on your bid and ad relevance, your ad is shown in SERP (Search Engine Results Page)

🎯 Key Points

• Ads are not ranked by money alone

• Google uses ad relevance, landing page quality, and user experience

• You bid on keywords, but Google decides ad order

• Focus on high-ROI keywords to avoid wasteful spending

🛠️ Tools to Use:

• Google Keyword Planner – find high-performing keywords

• Google Ads Dashboard – manage ad campaigns

• Uber suggest / SEMrush – competitor keyword research

With DWIJA CREATIONS, learn how to run cost-effective PPC campaigns, targeted ads, and analyze ad metrics for better ROI.

🌟 1.2.11 Google AdWords

DWIJA CREATIONS – Get Your Business on Top with Google Ads

What is Google AdWords?
Google AdWords (now known as Google Ads) is a powerful online advertising platform that enables businesses to:

• Display their ads at the top of Google search results

• Outrank competitors by placing their brand at the forefront

• Target the right keywords to reach interested customers instantly

✅ Why use it? Your company profile or product listing can appear above your competitors, giving you a competitive edge and increased visibility.

🔗 Read the official tutorial here

📊 1.2.12 Google Analytics

DWIJA CREATIONS – Track, Measure, and Grow

🔍 What is Google Analytics?

Google Analytics is a free tool by Google that helps you track user activity and gather valuable insights about your website visitors, including:

• Number of visitors and sessions

• Visitor location, device, and browser

• Pages visited and how long they stayed

• Bounce rate, traffic sources, and much more

This data allows you to:

• Improve your user experience

• Optimize your SEO and campaigns

• Make smarter business decisions

🔑 Key Terms to Know

Term Meaning

Bounce Rate Percentage of visitors who leave your site without any interaction (e.g., hitting back or closing the page). A high bounce rate could mean poor content relevance or slow loading.

Google Index Your page is indexed if Google has crawled and stored it. Indexed pages appear in search results.

Index Status Lets you know how many of your web pages are indexed by Google, and whether any are blocked from indexing. Useful for SEO health checks.

Remove URLs If needed, you can use the Remove URL tool to delete a page from Google’s search index. This is useful in legal or privacy-related matters.

🧰 How to Remove a URL from Google

If you’ve posted something sensitive or incorrect (e.g., breaking a news embargo or publishing incorrect content), use the URL Removal Tool:

Steps:

1. Delete the page or use a 301 redirect.

2. Visit the Remove URL Tool.

3. Submit the URL and choose:

   • Remove from search & cache

   • Remove from cache only

   • Remove entire directory

⏱️ Your removal request will typically be processed within 2–12 hours.

📣 With DWIJA CREATIONS, learn how to master both Google Ads and Analytics to grow your brand visibility, boost performance, and make smart data-driven decisions.