I SEMESTER BCOM(CA)

Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

Unit 5: Computer Essentials: Web Design - Word Press Basics, Developing a Simple Website.
Digital Marketing - Social Media Marketing, Content Marketing, Search Engine Optimization
(SEO), E-mail Marketing. Data Analytics- Prediction of customer behavior, customized
suggestions.

1. What is web design? Explain in detail.

Ans: Web design is the Process of creating the visual and functional elements of websites that are
accessible and user-friendly. It involves the use of various skills and tools to design, Plan, and
organize the layout, content, and interactive features of a website.
Key Points about Web Design:
❖ Purpose identification: Understand the purpose of the website and the target audience.
Whether it's an e-commerce site blog, or a portfolio, the design should align with the site's
goals.
❖ Responsive Design: Ensure that the website adapts seamlessly to different devices
and screen sizes, including desktop, tablets, and smartphones, to provide a consistent
experience.
❖ Clear Navigation: Design navigation system that allows users to find information
easily. Organize content logically and use clear menu structures.
❖ Visual Hierarchy: Create a clear visual hierarchy to prioritize essential elements, such as
headlines, CTAs (Call to Action), and important information. This helps guide users' attention
and enhances user experience.
❖ Loading Speed optimization: Optimize images, code and other media elements to reduce
loading times. Faster load times improve user experience and search engine rankings.
❖ Cross Browser Compatibility: Test the website on different web browsers to ensure it
functions correctly and looks consistent across platforms.
❖ Accessibility Considerations: Ensure the website is accessible to all users;
including those with disabilities, by following accessibility guidelines such as WCAG
(Web Content Accessibility Guidelines).
❖ Feedback and iteration: Collect feedback from users and stakeholders to make
improvements. Web design is an iterative process that involves constant refinement.
2. Discuss about Word Press Basics.
WordPress is a free and open-source Content Management System (CMS). It is an online site
based on PHP and MySQL. It was mainly designed as a blogging tool but now it has evolved
into a versatile CMS. Where, you can use it to create a simple blog as well as a fully
operationable website and mobile applications. It is even used to create an online store using
some WordPress plugins.
WordPress Basics:
1. Installation and setup: WordPress can be installed easily on web server. Many hosting
providers offer one- click installation, simplifying the setup process.
2. Dashboard overview: The WordPress dashboard is the control center of your website. From
here, you can manage posts, pages, media, and settings
3. Themes and Templates: WordPress offers a vast library of themes and templates. These
determine the appearance and layout of your website.
4. Creating Posts and Pages: WordPress allows we to create and publish different types of
content. Posts are
typically used for blog entries, while pages are used for static content like “About” or “Contact”
pages.
 I SEMESTER BCOM(CA)
Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

5. Media Management: You can easily upload and manage images, videos and other
media files within
WordPress. It’s important to optimize images for web use to improve site performance.
6. Widgets and Plugins: Widgets are small blocks of content that can be added to specific
areas of website, such as the sidebar or footer. Plugins are add-ons that enhance the
functionality of site, such as adding contact forms or social media integration.
7. User Management: WordPress allows multiple user roles with different levels of access. As
an administrator, can control what each user can do on the website.
8. Categories and Tags: Organize your content using categories and tags. Categories group
related posts, while tags help describe the content in more detail, making it easier for users to
find relevant information. Search Engine Optimization: WordPress offers various SEO plugins to
help optimize your website for search engines. By using relevant keywords and meta
descriptions, you can improve site’s visibility in search results.
9. Regular Backups and Updates: Regular backup your WordPress site to protect data loss.
Also, keep your WordPress core, themes, and plugins updated to ensure security and
functionality.
3. Discuss about developing a simple website.
Ans.
Steps to Developing a Simple Website:
1. Define your purpose: Clearly identify the purpose of your website. Determine whether it's a
personal blog, a portfolio, an online store, or an informational site. This clarity will guide your
design and content decisions.
2. Choose a Domain Name: Select a domain name that reflects your brand or website's name.
Keep it short, memorable, and relevant to your niche.
3. Select a web Hosting provider: Choose a reliable web hosting provider that offers the
resources and support you need. Consider factors like server uptime, bandwidth, and customer
service.
4. Install a Content Management System (CMS): Opt for a user-friendly CMS like WordPress,
which simplifies website development and allows you to manage content easily.
5. Pick a Website Template or Theme: Select a simple and responsive website template or
theme that aligns with your website’s purpose. Ensure its mobile friendly for optimal user
experience.
6. Create Engaging Content: Craft clear and compelling content that resonates with Your
target audience. Use a mix of text, images, and multimedia elements to keep visitors engaged.
7. Design an Intuitive Navigation: Organize your website's navigation in a logical manner.
Make it easy for users to find essential pages and information with a clear menu structure.
8. Add Contact Information: Include contact details or a contact form to make it easy for
visitors to reach out to you with inquiries or feedback.
9. Test and Optimize: Regularly test your website on different devices and browsers to
ensure it works smoothly optimize images and other media to improve loading speed.
10. Launch and Promote: Once your website is ready, launch it to the world. Use social media,
SEO, and other marketing strategies to promote your website and attract visitors.
4. Discuss about Digital Marketing.
Ans: Digital marketing, also called online marketing, is the promotion of brands to connect with
potential customers using the internet and other forms of digital communication. This includes
not only email, social media, and web-based advertising, but also text and multimedia
messages as a marketing channel.
 I SEMESTER BCOM(CA)
Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

Importance of digital marketing

Digital marketing helps an organization appeal to a much larger audience than it could through
traditionally marketing methods because the reach of the internet is worldwide. This marketing
method also enables organizations to target prospective customers who are most likely to buy
their product or service. For example, a company can advertise holiday sales by emailing past
customers or by sharing news of the deals on social media.
Organizations have a number of different online methods they can use to reach out to
customers, including through emails, social media, text, banner advertisements or affiliates.
Types of digital marketing:
Digital marketing can appear in many forms, including the following:

❖ Email marketing: Organizations reach out to customers and prospective customers through
email with the goal of promoting current business practices such as sales or events.
❖ Social media marketing: Organizations use social media marketing through platforms
including Facebook, Twitter and Pinterest to connect and communicate with customers
and prospective customers, notifying them of updates or deals, as well as just
communicating and building social trust.
❖ Pay-per-click (PPC) advertising: PPC advertising enables organizations to advertise on
different websites with paid ads. An example of such an advertisement is a banner ad. If
enough data or cookies are collected about a user, these ads can be targeted by
characteristics like age, gender, location or general interests. The ad publisher is paid
every time a user clicks on the ad.
❖ Content marketing: This digital marketing strategy tries to reach customers through
content. Content refers to something an organization produces and publishes on a website
with the intent to promote it through other marketing types, such as social media or email.
❖ Sponsored content: An organization pays another business to create and promote
content that highlights the marketer's product or service.
❖ Affiliate marketing: An organization pays a commission to an influencer on a specific
platform, such as YouTube or Instagram, to promote its product or service.
❖ Short Message Service (SMS) marketing: Organizations might choose to use SMS
messages to send promotions to customers. Political candidates running for office
commonly send SMS messages as a part of their campaigning efforts.
5. Discuss about Social Media Marketing.
Ans. Social Media Marketing is a digital marketing strategy that utilizes social media Platforms
to promote brands, Products, or services. With billions of active users, social media offers a vast
audience for businesses to engage, interact, and build relationships with potential customers. It
plays marketing strategies due to its ability and create a buzz around brands.
Social Media Marketing:
* Choose the social media platforms that align with your target audience and business goals'
Popular options include Facebook, Instagram, Twitter, Linkedln, and YouTube.
* Develop a content plan that delivers value to your audience. Mix informative,
entertaining, and promotional content to keep followers engaged.
* Use high-quality visuals, such as images, videos, and infographics, to capture attention
and increase shareability.
* Maintain consistent branding across all social media channels to reinforce brand identity and
recognition.
* Interact with followers, respond to comments, and engage in conversations to build a loyal
community around your brand.
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Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

* Use relevant hashtags to increase visibility, reach a broader audience, and join trending
discussions.
* Partner with influencers or micro-influencers to reach their followers and benefit from their
credibility and influence.
* Leverage paid social media advertising to target specific demographics, increase website
traffic, and generate leads.
* Analyze social media metrics to understand what content resonates with your audience and
adjust your strategy accordingly.
* Monitor social media conversations about your brand and industry to gain insights, address
concerns, and identify opportunities.
6. Discuss about Content Marketing.
Ans. Content marketing is a marketing strategy used to attract, engage, and retain an audience
by creating and sharing relevant articles, videos, podcasts, and other media. This approach
establishes expertise, promotes brand awareness, and keeps your business top of mind when
it's time to buy what you sell.
* Content Marketing:
Identify your target audience's needs, preferences, and pain points to create content that
resonates with them.
* Develop high-quality content, such as blog posts, articles, videos, and infographics, that offers
value and relevance to your audience.
* Maintain a consistent publishing schedule to keep your audience engaged and coming back for
more.
* Optimize your content with relevant keywords to improve search engine rankings and
increase organic traffic.
* Share your content across multiple channels, including social media, email newsletters,
and relevant online communities.
* Establish yourself as an authority in your industry by providing valuable insights and helpful
information through your content.
* Include clear Call-to-Action (CTA) in your content to encourage readers to take the desired
action, such as subscribing to a newsletter or making a purchase.
* Use analytics tools to measure the performance of your content and gain insights into what
works best with your audience.
* Continuouslyimprove your content marketing strategy based on audience feedback and
changing market trends.
7.Discuss about Search Engine Optimization (SEO).
Ans. Search engine optimization (SEO) is the process of improving the ranking (visibility) of a
website in search engines. The higher (or more frequently) a website is displayed in a search
engine list (like Google), the more visitors it is expected to receive.
Importance of SEO:
❖ To help gain more visitors: Majority of users click on only the top 4-5 web pages
appearing insearch results, so it’s very important for a website to appear in the top results
of a search engine.
❖ Important for social promotion of a website: If a website appears in top results of a
search engine such as Google, Bing, etc. then it gains instant popularity and to some
extent trust of a user.
❖ It plays an important role in improving the business of a commercial site: If two
websites are selling the same product, for example, both Myntra and Koovs focus on
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Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

selling fashion clothing, then the site having a better position in the search result of a
search engine has chances of getting more users as compared to the other.
❖ Improving user experience: SEO doesn’t focus only on improving search results but
also on improving the user experience and usability of a website so that a website is more
appealing to a user.
Basic principles in the working of a Search Engine:
Following are majority steps involved in the working of a search engine:
* Crawling: Process of fetching all the web pages linked to a website. This task is performed
by a software, called a crawler or a spider (or Googlebot, in the case of Google).
* Indexing: Process of creating index for all the fetched web pages and keeping them into a
giant database from where it can later be retrieved. Essentially, the process of indexing is
identifying the words and expressions that best describe the page and assigning the page
to particular keywords.
* Processing: When a search request comes, the search engine processes it, i.e. it
compares the search string in the search request with the indexed pages in the database.
* Calculating Relevancy: It is likely that more than one page contains the search string, so
the search engine starts calculating the relevancy of each of the pages in its index to the
search string.
*Retrieving Results: The last step in search engine activities is retrieving the best matched
results. Basically, it is nothing more than simply displaying them in the browser.
8. Discuss about E-mail Marketing.
Ans: Email marketing is a digital marketing strategy that involves sending targeted and
personalized emails to a group of recipients. It is a powerful tool for businesses to communicate
with customers, nurture leads, promote products or services, and build brand loyalty' By
delivering relevant content directly to subscribers' inboxes, email marketing allows for direct and
personalized communication with the audience.
Email Marketing:
* Create an email list by encouraging website visitors to subscribe through sign-up forms or lead
magnets.
* Divide your email list into segments based on demographics, interests, or behavior to send
targeted and relevant content.
* Address recipients by their names and personalize email content to make it more engaging and
relevant.
* Craft compelling subject lines to entice subscribers to open the email and read its contents.
* Provide valuable and useful content, such as informative articles, special offers, or exclusive
deals.
* Include clear and prominent Call-to-Action (CTAs) that encourage readers to take specific
actions, such as visiting the website or making a purchase.
* Ensure that email templates are mobile-friendly to cater to subscribers who access emails on
smartphones or tablets.
* Conduct A/B tests to compare different email elements (subject lines, content, CTAs) and
identifier what resonates best with your audience.
* Use email automation to send personalized emails triggered by specific actions or events, such
as welcome emails or abandoned cart reminders.
*Monitor email campaign performance, open rates, clickthrough rates, and conversions to
measure the effectiveness of your email marketing efforts.
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Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

9. Discuss about Data Analytics.

Ans: Data analytics is the process of examining and interpreting large sets of data to uncover
valuable insights and patterns. It involves using various statistical and computational techniques
to extract meaningful information, which can be used to make informed business decisions and
improve overall performance. In today's data driven world, data analytics plays a vital role in
understanding customer behavior, optimizing processes, and driving success across various
industries.
Data Analytics:
* Gather relevant data from various sources, such as websites, applications, customer
interactions, and business transactions.
* Clean and preprocess the data to ensure accuracy and remove any inconsistencies or errors.
* Explore the data to identify patterns, trends, and relationships between variables.
* Represent data using charts, graphs, and other visualizations to make complex information
more understandable.
* Apply statistical methods to validate hypotheses and draw conclusions from the data.
* Utilize machine learning algorithms to build predictive models and make data-driven forecasts.
* Use data analytics to gain insights into business operations, market trends, and customer
behavior.
* Base business decisions on data-driven insights, reducing reliance on intuition or guesswork.
* Implement real-time data analytics to make instantaneous decisions and respond quickly
to changing scenarios.
* Ensure data security and protect the privacy of individuals, complying with data protection
regulations.
10. How does data analytics help in predicting customer behavior?
Ans: Data analytics plays a pivotal role in predicting customer behavior by analyzing large
volumes of customer data. By extracting valuable insights from this data, businesses
can anticipate customer preferences, needs. and actions, ultimately making informed decisions
to improve customer experiences and drive growth.
Data Analytics Predicts Customer Behaviour:
* Data analytics starts by collecting vast amounts of customer data from various sources, such
as website interactions, purchase history, social media, and customer support interactions.
* Integrating different datasets into a unified format allows for comprehensive analysis and a
holistic view of customer behavior.
* Data analytics divides customers into distinct segments based on similar characteristics,
behaviors, and preferences.
* Analyzing customer data enables the identification of recurring patterns and trends in their
behavior and interactions.
* Advanced machine learning algorithms process customer data to recognize patterns and make
predictions based on historical data.
* By using historical data, data analytics creates predictive models that forecast customer
behavior, such as purchase likelihood or churn risk.
* Data analytics helps estimate the potential value of a customer over their entire
relationship with the business, aiding in decision-making.
* Understanding customer behavior enables businesses to personalize marketing efforts and
tailor product recommendations to individual preferences.
* Data analytics can anticipate customers likely to churn, allowing companies to take proactive
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Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

measures to retain them.

* By predicting customer behavior, businesses can optimize marketing campaigns, ensuring
they reach the right audience with the right message at the right time.
11. What are the key data sources and variables used in predicting customer behavior?
Ans: Predicting customer behavior is crucial for businesses to deliver. personalized experiences
and enhance customer satisfaction. To achieve this, data analytics relies on specific data
sources and variables that provide valuable insights into customer preferences and actions.
Key Data Sources and Variables for Predicting Customer Behavior:
* Analyzing customers past purchases helps identify buying patterns and preferences.
* Tracking website interactions. such as page visits. Clickthrough rates, and time spent,
provides insights into customer interests.
* Understanding customer demographics, such as age, gender, location, and income, helps
segment and target specific groups.
* Monitoring how customers engage with marketing campaigns, emails, or promotions sheds
light on their responsiveness.
* Analyzing social media interactions provides insights into customer sentiment and preferences.
* Customer support data helps gauge satisfaction levels and identify potential pain points.
* For mobile apps, tracking usage data offers valuable insights into user behavior and
preferences.
* Collecting customer feedback through surveys and feedback forms helps understand
preferences and satisfaction levels.
* For subscription-based businesses, tracking customer subscription patterns aids in churn
prediction.
* Integrating external data sources, such as economic trends or weather data, can provide
context and impact on customer behavior.
12. How do businesses use data analytics to provide customized suggestions to their
customers? Ans: Data analytics empowers businesses to understand customer preferences,
behaviors, and needs more effectively. By harnessing this data, businesses can offer person
personalized and relevant suggestions to customers, enhancing their overall experience and
driving customer satisfaction.
Businesses Use Data Analytics for Customized Suggestions:
* Data analytics creates detailed customer profiles, encompassing preferences, purchase
history, and browser behavior.
* Recommendation engines use data analytics to suggest products or services based
on customer preferences and past interactions.
* This technique uses customer data to identify patterns and recommend items based on similar
customer’s
choices.
* Data analytics tailors content such as emails, website recommendations, and advertisements
to individual customer preferences.
* Businesses use data analytics to target customers with specific ads or offers based on their
online behavior and interactions.
* Geolocation data enables businesses to offer location-based suggestions and promotions to
customers.
* By analyzing previous purchases, businesses can offer complementary or related products to
customers.
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Course 1: FUNDAMENTALS OF COMMERCE - Unit-V: Computer Essentials

* Predictive analytics uses historical data to anticipate customer needs and provide timely
suggestions.
* Analyzing customer feedback helps businesses understand preferences and improve
personalized suggestions.
* Realtime data analytics allows businesses to offer instant and relevant suggestions as
customers browse their platforms.
13. What are the challenges and limitations of using data analytics for predicting
customer behavior and providing customized suggestions.
Ans. While data analytics is a powerful tool for predicting customer behavior and offering
customized suggestions, it comes with certain challenges and limitations that businesses must
address to maximize its effectiveness and accuracy.
Challenges and Limitations of Data Analytics for Predicting Customer Behavior:
* Poor data quality or inaccurate data can lead to unreliable predictions and suggestions.
* Striking a balance between data analysis and customer privacy is essential to avoid ethical and
legal issues.
* Safeguarding customer data from breaches or unauthorized access is crucial to maintain trust.
* Managing and analyzing vast amounts of data can be challenging and overwhelming for
businesses.
* Data analytics may miss the context behind customer behavior, leading to inaccurate
predictions.
* Customer behavior is dynamic and may change over time, making long-term predictions
challenging
* Biased data or algorithms can lead to unfair or inaccurate personalized suggestions.
* Integrating data from multiple sources can be complex and may lead to compatibility issues.
* Data analytics may not provide a complete understanding of customer emotions or
underlying motivations.
* Implementing and maintaining robust data analytics systems can be costly and require skilled
resources.

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Govt. College for Men(A), Kadapa