The document discusses the significance of digital marketing, its differentiation from traditional marketing, and the importance of having digital marketing skills to reach consumers effectively. It emphasizes the need for businesses to understand their audience, utilize suitable platforms like Facebook, Twitter, and LinkedIn, and measure their marketing success through various metrics such as traffic, conversion, and revenue metrics. Strategic steps including listening to customers, setting objectives, and creating tailored content are highlighted to achieve effective digital marketing outcomes.

1. Digital marketing and importance of having the skill.
Digital marketingisthe promotionof productsorbrandsvia one or more formsof electronicmedia
and differsfromtraditionalmarketinginthatitinvolvesthe of channelsanmethod’sthatenablean
organizationtoanalyse marketingcampaignsandunderstandwhatisworkingandwhatdoesnot
workin typical real time.Itmonitorsthingslike whatisbeingviewed,how oftenandhow long,sales
conversions,whatcontentworksanddoesn’tworketc.internetisthe channel mostclosely
associatedwithdigital marketing,otherincludewirelesstextmessaging,mobile instantmessaging,
mobile apps,podcasts,electronicbillboards,digital televisionandradiochannelsetc.
Importance of digital marketingskillswill enabletouse electronicmediatolet consumershave
access to informationanytime andanyplace theywantit.Gone are the days whenthe messages
people gotaboutyourproductsor servicescame fromyouandconsistedof onlywhatyouwanted
themto know.Digital mediaisanever-growingsource of entertainment,news,shoppingandsocial
interaction,andconsumersare nowexposednotjusttowhatyourcompanysays aboutyour brand,
but whatthe media,friends,relatives,peers,etc.,are sayingaswell.Andtheyare more likelyto
believethemthanyouthis.Peoplewantbrandstheycantrust, companiesthatknow them,
communicationsthatare personalizedandrelevant,andofferstailoredtotheirneedsand
preferences.
SOCIAL MEDIA STRATEGY
I believethe beststrategyplanwhenitcomestostrategic plansare tools-agnostic,andsetforth
objectivesandmetricsthatsupersede anyparticularsocial venue. Whenyouare workingon digital
mediastrategyformajorcompanies,the planandthe deliverable isquite abitmore comprehensive,
but itis basedonthisscaffoldingandthoughtprocess.
The followingshouldstepsshouldguide you through your plan:
1. Buildan ark- This can happenbycreatinga functional teamtohelpconceive andoperate
the rest of the strategy.
2. Listenand Compare-It’sanold social mediastrategybutlisteningandcomparingisstill a
goodadvice that ismore oftenignored.Thiswill enable youtogate guidance fromyour
customerand competitorsonhow youshouldbe active insocial media,if youbroadenyour
social listeningbeyondyourbrandname itwill be easyforyouto run yoursocial Medias
successfully.
3. What’sthe Point?- You can use social mediatoaccomplishseveral businessobjectivesbut
the bestsocial mediastrategiesare those thatfocusmore narrow rationale forsocial. Ask
yourself doyouneedtoprimarilyuse social?Thenwhichsocial mediadoyouwhatto use
e.g.Facebook,tweeter,Instagrametc.Whatfor?Create awarenessof yourbrand andsale.
Is itfor youto get loyaltyandretentionof yourcustomers? Thiscanhappenbyanswering
theirquestionsthroughsocial media.ThenPickthe mediayouwhattouse and stickto your
objectives
4. SelectSuccessMetrics- This will helpyoutodetermine actuallyif youare makingdifference
inyour businessthroughthe digital marketingornot. If youare not makinganydifference
whatare your keymeasuresshouldyouuse toevaluate social mediastrategyeffectiveness.
Evaluationswill enableyoutranscend(hopefully) like andengage youraudience.

2. 5. Analyse Your Audiences-Knowwhomwillyoube interactingwithinsocial media.Thiscan
be done by knowingthe demographicandpsychographiccharacteristicsof yourcurrentor
prospective customers.Thisenablesfortogetto new leadsthatcan leadto successof your
business.
6. What’sYour One Thing? - It doesn’tmatterwhoyouare, or whatyou sell,yourproduct
featuresandbenefitsaren’tenoughtocreate apassion-worthystir.How yourorganization
appeal tothe heartof youraudience, iswhatisimportant. Disneyisn’taboutmovies,it’s
aboutmagic. Apple isn’tabouttechnology,it’saboutinnovation.Whatare youabout
identifywhatmakesyouunique?
7. Create a Channel Plan- Always choose the write channel touse inyourdigital marketing.
Onlyafteryouknowwhyyou’re active insocial at all,and how you’ll measure social media
strategysuccessshouldyouturnyour attentiontothe “how”of Facebook,Twitter,Tumblr
and the rest.Thischannel planshouldbe distinct,inthatyouhave a specific,defensible
reasonfor participatingineach.
BEST PLATFORMS TO USE FOR THE COMPANY
1. Anyplatformcan have a great effectsolongas youspeakyouraudience’slanguage
2. Knowwhatyour audience reallywantsandgive ittothem(adeal,useful information,
theirvoice tobe heard…)
3. Tell touching,powerful storiestoconnectsociallywithyouraudience
4. Employhighqualityvisual contentalways
5. Alwaysrememberthatqualityisbetterthanquantity,if youcanofferboththenGREAT
The followingare the best platformto use for a company:
i. Facebook- Facebookhasmanagedto gathera wide followingwithmore thana
billionactive users.Itrevolutionizedhow people socializedandmade the internet
the newway friendsandfamilycanconnectandexpresstheirfeelingsthrough
postingtext,images,andvideos.Usershave become tooattachedtoFacebookand
withthe advancementinthe mobile phonetechnology,more andmore people are
accessingthisplatformusingtheirphones andthisiswhatmake Facebookthe best.
ii. Twitter-Availability of goodanalyticsandmanagementsystem fromtwitterhas
integratedsystemsformanagingthe social sharesandall the otherdatayou will
needtoestimate the reacheventually.Alsothere are otheranalyticsystems
available fortrackingthe same. Itisalso simplicity andshortenablesyoucreate
short descriptionof yourproduct.With140 character limitedtwittercanworkvery
well if youwrite itcatchy.
iii. LinkedIn- There are over300 millionmembersonLinkedIn.But marketingisnotonly
aboutnumbersgame -- it's aboutreachingthe people thatmattermostto your
business andthisiswhatLinkedInisoffering.Marketingis focusingonthe people
whohave alreadyshowninterestinyourproductsandservices.Luckily,LinkedIn
makesiteasyto identifyyouraudienceanddetermine whichaudiencesegmentsare
engagingwithyourvarioustypesof content.

3. KEY METRICS FOR DIGITAL MARKETING
In the digital marketingage,notonlyare measurable metricsandotheranalytical dataare possible
and available inreal-time,the needtomeasure these dataisparamountasevidence tosuccess.Ina
constantlyandrapidlychangingbusinesslandscape,the needtomeasure digital marketingsuccess
as efficientlyaspossible hasincreasedinimportance more thanever before.Everydigital marketing
tool available hassome meansof measuringsuccessmade availablethroughthe variousmetrics
businessownerscanobtain.
The metricsare:
1. Traffic Metrics
These metricsare primarilymeasuredandmonitoringduringthe trafficgenerationstage andare
veryimportantforboth SearchEngine Optimization(SEO) andPay-Per-Click(PPC) digital marketing
techniques.
The trafficmetricsincludes:
i) Overall Site Traffic-Significantchangesinhow trafficflowstoyoursite cangive youan
insightonhoweffectiveaparticulardigital marketingtechnique initiatediseffective or
not.Whenmeasuringsite traffic,don’tjustfocusorrelyon page viewsorthe numberof
hitsyour website getsbutalsoonhow manyunique visitorsyourwebsite getperweek
or per month.The more unique visitorsyourwebsite receives,the greaterthe chances
of gettingpotentialcustomers.
ii) TrafficSources- Knowingwhere yoursite trafficiscomingfromandwhat particularsets
of keywordsbroughtthemthere cangive youaninsightasto what keywordsor
keywordphrasesyoushouldfocusmore onyourdigital marketingcampaigns.Search
enginesstillprovedtobe the primarysource of website trafficaccordingtovarious
studies,butyoucan alsoleverage onothertrafficsourcesthatmayprove beneficialfor
your business.
iii) Mobile Traffic- Mobile internetisprovingtobe a strongdigital marketingarenaasmore
and more people acrossthe globe accessthe internetthroughtheirsmartphonesand
otherinternet-capable mobile devices.Thisdeservesmuchmore attentionfromdigital
marketersasthese can opennew doorsforgreaterand more diverse revenuesources.
Thismetriccan also provide andinsightonhow business youcaneffectivelystructure
and plantheircontent– resultinginbetterengagementwithbothmobileandnon-
mobile website visitors.
2. Conversion Metrics
Digital Marketingconvertingwebsitetrafficintobusinessleadsoroutrightsalesisthe
primarypurpose foryour digital marketingcampaign. Thisgoal shouldbe atthe core of your
digital marketingefforts,withthe followingprovidinginsightsastowhatparticularmetrics
are importantduringconversion.

4. ConversionMetricsIncludes:
i. ConversionRate (CVR) -Measuringhow manywebsite visitorsactuallygets
convertedintoleadsorsale isa valuable andtangible metricthatdefinesyourdigital
marketingsuccess.Whetheryourgoal istogather valuable informationaboutyour
website visitorsandpotential customers,orconvertsite visitsintosales,monitoring
your ConversionRatescangive youa greatinsightasto what particularaspectsin
your digital marketingcampaignwilldeliverthe bestresults.
ii. Cost PerLead(CPL) -The successof a digital marketingcampaigndependsonhow
well yourwebsite andcontentconvertwebsitetrafficintoleadsorpayingcustomers
at minimal possible costs.CostPerLead(CPL) isa metricthat definesthe lead
conversionratioof a particularcampaignand correspondingcost,givinginsightsto
the business ownerormarketeronhow profitable theircampaignisornot.
iii. Average Page ViewsperVisit-Drivinggoodtraffictoyourwebsite isone of the most
importantandforemostcomponentsinyourdigital marketingcampaign,andhow
well youcan entice themtostaylongeronyour webpagesand digestyourcontent.
The more page viewsgeneratedfromeachvisitthe more chancesforengagement
withwebsite visitors,eventuallyinfluencingthemtogetconvertedintoleadsor
payingcustomers.
iv. Average CostperPage View- The amountof investmentpouredintoapaiddigital
marketingchannel likepayperclick (PPC) canbe controlledbyknowingthe average
cost perpage viewandthe amountof revenue youcangenerate froma particular
page.Your cost perpage view shouldbe significantlylowerthanthe revenue you
can generate fromthe page inorder to gainprofitfromyour campaigns.
3. Revenue Metrics
Ultimately,the successof yourdigital marketingcampaigncanbe measuredproperlybyrevenue
metrics.These will tell youif aparticularcampaignisprofitable ornotso youcan make adjustments
on howyoucan improve yourcontentforbetterengagement,higherconversionandbigger
revenues.
The revenue metricsinclude:
i. Returnon Investment(ROI)-The ReturnonInvestment(ROI) canbe aptlymeasured
by website trafficthatare eventuallyconvertedintonewpayingcustomers.This
metricwill alsohelpyouidentifywhichareainyourdigital marketingcampaignis
drivingsalesandrevenue,andwhichareasshouldbe givenmore roomfor
improvement.
ii. Cost to Acquire aCustomer(CAC)-ROIismeasuredbythe numberof new paying
customersfora giventime period.The costforacquiringthese new customerson
the otherhand isdefinedbygettingthe total of yourmarketingandadvertising
costs fora particulartime perioddividedbyhow manynew payingcustomerswere
generatedduringthatsame period.