The document provides an introduction to digital marketing, defining it as the creation and dissemination of content across various digital media channels. It outlines steps to get started, various digital marketing strategies like social media, content, and email marketing, as well as techniques for measuring success and refining strategies. Key metrics for tracking success include website traffic, conversion rates, and social media engagement, emphasizing the need for continuous improvement in digital marketing efforts.

1. Introduction to digital
marketing
By
Joshua Mwanguhya

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Definition of digital marketing
• Digital marketing refers to the creation and dissemination of content
through digital media channels
• Websites, landing pages, social media, emails and mobile applications and the
promotion of that content using a variety of strategies across paid, earned, and
owned digital channels

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Getting started with digital marketing
• Digital marketing helps brands reach their target audience and
promote their product or service. It allows brands to target a more
specific or niche audience
• Digital marketing helps marketers get deeper insights into customer
behavior, tastes, and preferences.This helps in creating better print
advertisements to attract customers and increase engagement
• You can appeal to the largest market. It allows businesses to reach a wider
audience, target specific demographics, and measure the
effectiveness of their campaigns

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Getting started with digital marketing
Here are some steps to get you started with digital marketing
• Study the marketspace and analyze your competitors’ offerings, price
points, and marketing materials
• Identify and study the businesses that you are going to compete with
• Define your target audience and create buyer personas
• Develop a digital marketing strategy that aligns with your business goals
• Implement your strategy using various digital marketing techniques
• Monitor your results and adjust our strategy accordingly

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Getting started with digital marketing
• Social media marketing
• Content marketing
• Affiliate marketing
• Email marketing
• Influencer marketing
• Online advertising
• Search engine optimization (SEO)
• Mobile marketing
• Search engine marketing (SEM)
• Pay-per-click marketing

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Social Media Marketing
• SMM involves promoting
products or services through
social media platforms such as
Facebook,Twitter now X,
TikTok, and Instagram.
• This involves creating engaging
content, building a following,
and managing customer
interactions

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Affiliate Marketing
• Affiliate marketing is a
marketing arrangement in which
affiliates receive a commission
for each visit, signup, or sale
they generate for a merchant.
• This arrangement allows
businesses to outsource part of
the sales process

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Content Marketing
• Content marketing involves
creating valuable and relevant
content to attract and retain a
target audience.
• This can include blog articles,
videos, infographics and
podcasts
Watch the video:
https://youtu.be/TbIcwcikmXY?si=nrRmIk0rJEWGVaEM

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Email Marketing
• Email marketing involves
sending targeting emails to
potential or existing customers.
• This method is highly effective
for nurturing leads and
maintaining relationships with
customers.

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Influencer Marketing
• Influencer marketing is a form
of social media marketing
involving endorsements and
product placement from
influencers, people, and
organizations who have a
purported expert level of
knowledge or social influence in
their field

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Online Marketing
• Online advertising also known as internet advertising, digital advertising, or
web advertising. Is a form of marketing and advertising that uses the internet
to promote products and services to audience and platform users

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Search Engine Optimization
• SEO is the practice of optimizing your website so that it appears higher in
search engine results pages (SERPs).
• This can be done by creating high-quality content, keyword research, and
link-building

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Mobile marketing
• Mobile marketing is a multi-channel online marketing technique focused on
reaching a specific audience on their smartphones, feature phones, tablets, or
any other related devices through websites, emails, SMS, social media, or
mobile applications

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Search Engine marketing
• Search engine marketing is a form of internet marketing that involves the
promotion of websites by increasing their visibility in search engine results
pages primarily through paid advertising

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Pay-per-click
• PPC or pay-per-click is a type of internet marketing which involves
advertisers paying a fee each time one of their ads is clicked.
• Simply, you only pay for advertising if your ad is actually clicked on. It’s
essentially a method of ‘buying’ visits on your site, in addition to driving
website visits organically

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Steps to creating a digital marketing
plan
Step 1: Define your marketing goals and budget
Step 2: Build buyer personas to define your ideal audience
Step 3:Analyze your competitors and market position
Step 4: Choose which digital marketing channels to focus on
Step 5: Set defined metrics to review and improve performance

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Measuring results and refining
strategies
• Metrics to track: common metrics include website traffic, search engine rankings,
conversion rates, social media engagement, email open and click-through rates,
and customer lifetime value
• Tools for measuring success:There are many tools available to measure the
success of digital marketing campaigns, such as Google Analytics, SEMrush, etc
• Analyzing data and making adjustments:Analyzing data from your campaigns
allows you to identify areas for improvement and make data-driven decisions
about refining your strategies
• Continuous improvement
• Digital marketing is an ongoing process that requires constant monitoring and
optimization to ensure continued success