The presentation aims to introduce Digital Marketing.

1. Fundamentals of Digital Marketing 1
The Digital Marketing Ecosystem

2. The Agenda
1. Introduction to the Digital Landscape
2. What is Digital Marketing
3. From Traditional Marketing to Digital Marketing
4. The Digital Marketing Landscape
➢ Customers
➢ Content
➢ Channels
➢ Data and Analytics
5. The Role of a Digital Marketer.
6. Conclusion - Assessment
The Digital Marketing Ecosystem

3. The Digital Marketing Ecosystem
Digital Marketing is about
Communications, not
Technology.

4. The Digital Marketing Ecosystem
1. Introduction to the Digital Space

5. The Digital Marketing Ecosystem
1. Introduction to the Digital Space
The Internet
• The Internet, sometimes called simply "the Net," is a worldwide system of computer networks - a network of
networks in which users at any one computer can, if they have permission, get information from any other
computer (and sometimes talk directly to users at other computers).
• The Internet is a huge communications facility which consists of a world-wide network of computer networks
deployed to communicate information. A “content provider” uploads his or her data, usually in the form of a
website, to a host server. First, the file is incorporated to an Internet-accessible server.
The World Wide Web
• The World Wide Web (www), commonly known as the Web, is an information system where documents and
other web resources are identified by Uniform Resource Locators
• (URLs, such as https://www.example.com) which may be interlinked by hypertext,
• and are accessible over the Internet.

6. The Digital Marketing Ecosystem
1. Introduction to the Digital Space
From Web 1.0 to Web 2.0
Web 1.0
• Earliest version of the internet which was static and read only.
• Used one to many form of communication (like Radio and TV)
• Web developers and designers create websites and content for users to passive recipients
• Used for presenting information and not for content generation.
Web 2.0
• The version of the websites used by most people today moved from static websites to user generated
content.
• Both developers and users can create content, allows users to create accounts and post content therefore
creating platforms like Social Media.
• Some tools for this collaborative ecosystem are podcasts, blogs, tags, social bookmarks, social networks,

7. The Digital Marketing Ecosystem
1. Introduction to the Digital Space
Digital Transformation
• Digital transformation is the process of using digital technologies to create new — or modify
existing — business processes, culture, and customer experiences to meet changing business
and market requirements.
• This reimagining of business in the digital age is digital transformation.
• Digital Marketing therefore is a form of Digital Transformation.

8. The Digital Marketing Ecosystem
2. What is Digital Marketing

9. The Digital Marketing Ecosystem
What is Digital Marketing

10. The Digital Marketing Ecosystem
2. What is Digital Marketing
If marketing is creating, communicating and delivering value
then Digital Marketing is using digital channels to create,
communicate and deliver value.
Digital Marketing is about building a connection with your
customers using your digital channels and digital devices.
Digital marketing is about understanding people, how they use
the technology and how they can leverage the technology to
engage with others more effectively. - Ryan D, Jones C (2012).

11. The Digital Marketing Ecosystem
3. Traditional Marketing to Digital Marketing

12. The Digital Marketing Ecosystem
Traditional Marketing vs Digital Marketing
Channels
Traditional Marketing Channels Digital Marketing Channels
Electronic (Television, Radio)
Print (Newspapers, Flyers etc.)
Outdoor(Billboards)
Face to face
Direct Mail
Social Media
Websites
Email
Digital Paid Media (PPC,
Search Engine Optimisation (SEO)

13. The Digital Marketing Ecosystem
Traditional Marketing to Digital Marketing

14. The Digital Marketing Ecosystem
4. The Digital Marketing Ecosystem
Customers
(Audience)
ContentChannels
DATA &
ANALYTICS

15. The Digital Marketing Ecosystem
4. The Digital Ecosystem
The Digital Marketing ecosystem is composed of four key elements.
1. The Audience / Customers
In all marketing the purpose is to create and communicate value to the customers. It is important to understand
your audience before you can create the message you will send and using the channels you may want to use
for them.
2. The Content
Content is the what every digital marketer should consider as their product. Content is all the text (ebooks,
blogs etc), images videos and audios that is created and published for the consumption of the audience. The
Content is the communication that the organisation feeds the audience with.
3. The Channels
The Channels are the ways in which the Audience / Customers will receive the Content. The channels are one
way which differentiate Digital Marketing from Traditional Marketing.

16. The Digital Marketing Ecosystem
4. The Digital Ecosystem
The Digital Marketing ecosystem is composed of four key elements.
4. Data and Analytics
The last key part of Digital Marketing is the Data and Analytics. Digital Marketing allows for
the collection of the customer / audience data when the use different channels. This allows the
organisation to be able to follow up and understand the behavior of their audience and
customers.
This is also brings in a significant difference between Digital Marketing and Traditional
Marketing.

17. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Audience Studies
The Second thing that you need in understanding your audience is to segment and target the customers who are
profitable to you. As is said one size fit all approach usually fits no one. The reason for segmenting your market is
simply to make sure that you create marketing campaigns which are specific to targeted audience.
To segment and target we develop Buyer Personas / Audience Avatars.
A buyer Personas / Audience Avatars is a representation of the of the targeted audience. The personas /
avatar should have the following attributes
• Name – Descriptive name (Tindo Gheto Youth, Pearl the Slay Queen, Rudo the Executive).
• Demographic information – Age, Sex, Financial state etc
• Geographic information – Country, Town, Rural /Urban, High / Low Density Suburb
• Behavioral Information – Online and Offline behaviour
• Psychographic Information – Their disposition, outgoing or not, conservative or liberal.

18. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Audience Studies
Buyer Personas / Audience Avatars

19. Digital Marketing Fundamentals
4. The Digital Marketing Landscape: Audience Studies
Five People in your Audience
The Unaware
•Not aware of the
problem they have.
•Not aware of a
solution which may
solve their problem.
•Not aware of you
and your solution.
Problem Aware
•Aware of the
problem they have.
•Not aware of a
solution available.
•Not aware of your
solution.
Solution Aware
•Aware of the
problem they have.
•Aware of a solution
available.
•May not be aware
of your brand or
solution
Your Solution
Aware
•Aware of the
problem they have.
•Aware of you
brand
•Aware of the
solution you are
offering.
The Most Aware
•Aware of the
problem they have.
•Aware of you
brand and your
competition.
•Aware of the
solution you are
offering
Level of Awareness

20. Customer Buyer Journey/Cycle
The Customer Buyer Journey is a trace
of the steps a customer or a potential
customer will take before and after
they buy our products or services.

21. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Audience Studies

22. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Content
Content
Where is the first place you go for expert advice or an answer to a burning question?
Why do you choose that search engine?
Why do you trust the information you receive?
We are Consumers of content daily.
Content keeps us informed, answers our questions, entertains us, makes us smile, guides our decisions, and more.
From your perspective as a marketer or business owner, content helps you attract, engage, and delight prospects
and customers, bring new visitors to your site, and ultimately, generate revenue for your company.

23. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Content
Content
Content marketing is the strategic process of creating and amplifying
content for the purpose of
1) Enlightening the reader about something they didn’t know before,
2) Entertaining or interesting the reader enough that they’ll keep reading,
3) Inspiring the reader to go out and perform an action.
That’s the kind of value a reader looks for.

24. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Channels
Content
Characteristics Of Great Content.
• Speaks to a targeted audience
• Fits a specific place in the buying cycle
• Tells your story with customer-centric examples
• Uses meaningful images
• Can be used in interesting, varied media
• Employs a clear call-to-action

25. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Channels
Digital Marketing Channels
Social Media
•Facebook
•Twitter
•YouTube
•WhatsApp
•LinkedIn
•Instagram
Websites
•Mobile Website
•Desktop Websites
•Blogs
Email
•Marketing
•Email Automation
Pay Per Click (PPC)
•Search Engine
Marketing
•Display Advertising
•Social Media Ads
•Video Ads
Search Engine
Optimisation
(SEO)
•On page
Optimisation
•Off page
Optimisation.

26. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Channels
Owned
Media
Shared
Media
Paid Media
Earned
Media
Digital Marketing Media Mix

27. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Channels

28. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Data and Analytics

29. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Data and Analytics
The Use of Cookies
- Cookies are files that are dropped on a visitor machine by a website they will be visiting.
- The Cookie will collect all the information relating to the visitor’s online behaviour and gives access of
that information to the Analytics tools
- This become that source of that data for the digital marketers.
- This is the information that is then used by analytics tools to give insights on the visitors / audience /
customers.

30. The Digital Marketing Ecosystem
4. The Digital Marketing Landscape: Data and Analytics
Digital Marketing Key Performance Indicators
1. Awareness (Traffic Generation and Reach Metrics)
2. Interest (Lead Generation and Engagement Metrics)
3. Consideration (Lead Nurturing Metrics)
4. Decision (Conversion Metrics )
5. Retention

31. The Digital Marketing Ecosystem
5. The Duties of a Digital Marketer.
Strategic roles of a Digital Marketer.
❑ Digital Marketing Planning and Strategy.
❑ Channels Planning and Strategy (Social Media Marketing Strategy, Website Marketing Strategy,
Email Marketing Strategy, Mobile Strategy etc.)
❑ Content Strategy.
❑ Customer Analysis and targeting strategy.
❑ Campaigns strategies, planning and management.
The Duties of a Digital Marketer can be divided into Strategic Level Digital Marketing and
Operational Level Digital Marketing.

32. The Digital Marketing Ecosystem
5. The Duties of a Digital Marketer.
Operational roles of a Digital Marketer.
❑ Channels management
➢ Creation, monitoring and administration of Social Media accounts
➢ Website development and administration.
➢ Search Engine Optimisation.
➢ Digital Adverts (PPC) Administration.
❑ Content Creation and Curation.
❑ Digital Analytics.
❑ Optimisation of campaigns or channels.

33. The Digital Marketing Ecosystem
Digital Marketing is about
Communications, not
Technology.

34. THANK YOU
Conclusion