Digital marketing refers to the promotion of products or services using digital channels, such as search engines, social media, email, and websites. Unlike traditional marketing, digital marketing allows businesses to reach a global audience and target specific groups of people with personalized messages.
To be successful in digital marketing, it's important to have a well-defined strategy that aligns with your business goals and target audience. This strategy should include a mix of different digital marketing channels, such as search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and content marketing.
One of the key advantages of digital marketing is the ability to measure and analyze campaign performance in real-time using tools like Google Analytics. This data can be used to make informed decisions and optimize campaigns for better results.
2. Email Marketing
Reports and Analytics
Ethical and Legal Consideration
Affiliate Marketing
Career Opportunities
Source for Learning
What topics will our session cover
DIGITAL MARKETING
Search Engine Optimization
Pay Per Click
Social Media Marketing
Content Marketing
Mobile Marketing
Tools Used
3. Key Concepts of Digital Marketing
DIGITAL MARKETING
Search Engine Optimization (SEO): Techniques used to optimize a website's visibility and ranking on
search engine results pages.
Search Engine Marketing (SEM): Paid advertising on search engine results pages to increase visibility and
drive traffic to a website.
Pay-Per-Click (PPC): Advertising model where advertisers pay each time someone clicks on their ad.
Social Media Marketing: Using social media platforms to promote a brand or product and engage with
customers.
Content Marketing: Creating and distributing valuable content to attract and retain a target audience.
Email Marketing: Sending targeted emails to a list of subscribers to promote products or services and
build relationships.
4. Key Concepts of Digital Marketing
DIGITAL MARKETING
Mobile Marketing: Marketing efforts designed specifically for mobile devices, including mobile-
optimized websites, apps, and SMS/text messaging campaigns.
Display Advertising: Advertising on websites and apps through banner ads, videos, and other visual
content.
Affiliate Marketing: A performance-based marketing model where affiliates earn a commission for
promoting a company's products or services.
Influencer Marketing: Using influencers to promote products or services to their social media followers
and fans.
Analytics and Reporting: Measuring and analyzing digital marketing data to optimize campaigns and
make informed business decisions.
5. Search Engine Optimization (SEO):
DIGITAL MARKETING
Improving website visibility and ranking on search engine
results pages (SERPs)
Keyword research and optimization
On-page optimization (title tags, meta descriptions, etc.)
Off-page optimization (link building, social signals, etc.)
Local SEO (Google My Business, local directory listings)
6. Search Engine Marketing (SEM):
DIGITAL MARKETING
Paid advertising on search engine results pages (SERPs)
Creating effective ads and targeting the right keywords
Measuring and analyzing campaign performance
Cost-per-click (CPC) bidding strategies
Ad extensions and ad scheduling
7. Pay-Per-Click (PPC):
DIGITAL MARKETING
Advertising model where advertisers pay each time
someone clicks on their ad
Creating effective ads and targeting the right keywords
Measuring and analyzing campaign performance
Cost-per-click (CPC) bidding strategies
Ad extensions and ad scheduling
8. Social Media Marketing:
DIGITAL MARKETING
Promoting a brand or product on social media platforms
Engaging with customers and building relationships
Creating and sharing valuable content (images, videos,
blog posts, etc.)
Paid social advertising options (sponsored posts, promoted
tweets, etc.)
Social media analytics and reporting
9. Content Marketing:
DIGITAL MARKETING
Creating and distributing valuable content to attract
and retain a target audience
Identifying and targeting a specific audience
Developing a content strategy (blog posts, videos,
podcasts, etc.)
Measuring and analyzing content performance
Promoting content through social media and other
channels
10. Email Marketing:
DIGITAL MARKETING
Sending targeted emails to a list of subscribers
Building and maintaining a subscriber list
Creating effective email campaigns (subject lines,
content, calls-to-action, etc.)
Measuring and analyzing email campaign
performance
A/B testing and optimizing email campaigns
11. Mobile Marketing:
DIGITAL MARKETING
Marketing efforts designed specifically for mobile devices
Mobile-optimized websites and landing pages
Mobile apps and in-app advertising
SMS/text messaging campaigns
Mobile analytics and reporting
12. Affiliate Marketing:
DIGITAL MARKETING
A performance-based marketing model where
affiliates earn a commission for promoting a
company's products or services
Identifying and recruiting affiliates
Creating effective affiliate campaigns (banners, links,
coupons, etc.)
Measuring and analyzing affiliate performance
Managing affiliate relationships and payouts
13. Influencer Marketing:
DIGITAL MARKETING
Using influencers to promote products or services to
their social media followers and fans
Identifying and selecting influencers with the right
audience and brand fit
Negotiating and executing influencer partnerships (paid
or unpaid)
Measuring and analyzing influencer campaign
performance
FTC guidelines and disclosures for influencer marketing
14. Ethical and Legal Considerations:
DIGITAL MARKETING
Privacy and data protection (GDPR,, etc.)
Intellectual property (copyright, trademarks, etc.)
Cybersecurity and fraud prevention (protecting
customer data and preventing fraud)
Accessibility (ensuring websites and digital content
are accessible to all users, including those with
disabilities)
15. DIGITAL MARKETING
Some Tools Used in Digital Marketing:
SEMrush for keyword research and competitor analysis
Yoast SEO plugin for optimizing website content Google Search
Console for monitoring and analyzing website performance on
Google search
Google Ads for creating and managing PPC campaigns
Bing Ads for advertising on the Bing search engine
SEMrush for competitive research and keyword analysis
Hootsuite for managing and scheduling social media content
Canva for creating visual content such as images and graphics
Buffer for social media analytics and reporting
Grammarly for improving writing and grammar
Mail Chimp for creating and managing email campaigns
16. Overview of Career paths in digital marketing:
DIGITAL MARKETING
Digital Marketing Manager
Social Media Manager
Content Marketing Manager
PPC Specialist
SEO Specialist
Email Marketing Specialist
Digital Marketing Analyst
Web Analytics Manager
E-commerce Manager
Digital Marketing Consultant
LinkedIn: This professional social media platform is a great tool to connect with recruiters
Indeed: A popular job search website that allows you to search for digital marketing jobs
Upwork: A popular freelancing platform where you can find digital marketing jobs as a freelancer.
FlexJobs: A job search website that provides remote and flexible job opportunities in digital marketing.
17. Important Source To Learn
DIGITAL MARKETING
Google Digital Garage: https://learndigital.withgoogle.com/digitalgarage
HubSpot Academy: https://academy.hubspot.com/
Moz Academy: https://moz.com/learn/seo
Facebook Blueprint:. https://www.facebook.com/business/learn
LinkedIn Learning: https://www.linkedin.com/learning/topics/digital-marketing
DigitalMarketer: https://www.digitalmarketer.com/
Coursera:.https://www.coursera.org/courses?query=digital%20marketing
Udemy:.https://www.udemy.com/topic/digital-marketing/