This document provides an introduction to digital marketing basics. It discusses what digital marketing is, the different digital marketing channels and devices, and how to choose the right digital marketing approach for a business. It also covers placing media online, measuring campaign impact, and advantages of digital over traditional media such as being measurable, correctable, allowing for conversations, and being cheaper. The objectives are to provide a foundation for understanding and implementing digital marketing effectively.

2. Digital Marketing Basics
Presented at National Institute of Marketing Nigeria

3. Objectives of the
Session
This session aims to
provide a foundation
for understanding
and implementing
digital marketing for
effectively and
efficiently achieving
business objectives.

4. Outline
• What is Digital Marketing
• Which Digital Marketing approach is right for your brand
• Placing Media Online
• Measuring the impact of your campaign?

5. What is Digital Marketing?

6. Digital marketing is not Social Media!!

7. Digital Marketing is the distribution and
consumption of marketing communication
materials via Digital Channels & Devices.
Social Media is only one of many Digital Marketing Channels

8. As technology advances, more and more channels and devices are
opening up. However for now, these are the most popular!

9. Digital Marketing Devices
• Mobile Devices e.g Tablets & Mobile Phones
• Laptop & Desktops
• Smart TVs
• LED Screens

10. Digital Marketing Channels
• Websites e.g Youtube
• Mobile Apps e.g Candy Crush
• Social Media e.g Instagram
• Emails & Bulk SMS

11. Which Digital Marketing
Approach is right for your
business?

13. First you need to decide what your
marketing objective really is.
Then we can ask…

14. should I PROMOTE my product online?

15. Looking for answers? Ask
these guys…

16. The 4 other P’s of Marketing
Promotion
Product
PeoplePlace
Price

17. Question 1 - Product
Do you manage a service or a product?

18. Question 2 - People
Who is your Target Audience?

19. Question 3 - Place
Can your product be purchased and
delivered online?

20. Question 4 - Price
Is it economical to sell and deliver it online?

21. In answering these questions, it becomes clear if
you should run a social media campaign, banner
campaign, content marketing campaign…e.t.c

22. For example…
A new online fashion store targeting women can start
by profiling and reaching their TA via social media and
driving website visits via display and search advertising.
Their customers visit the store and pay for goods
purchased online to have it delivered

23. Placing Media Online

24. Buying media online is
similar to buying media via
traditional channels

25. Marketing Communication Channels: Traditional/Digital
TV Advert
Radio Jingle
Press/Print
Materials
Experiential
Marketing
Billboards
Channels
TV/NTA News
Youtube, Facebook,
Vimeo
Traditional
Billboards
Web Banner
Adverts,
LED Billboards
Radio Stations
Internet Radio,
Music Streaming
Websites; Cloud9
Newspaper Adverts
Social Media Posters
Road Shows, Market
activation
Blogs, engagement
apps e.g Cheki app,
Branded Mini Games

26. 4 Advantages of
Digital Media over Traditional Media

27. 1. COUNTED
The major advert of Digital over Traditional is that it can be ( MEASURED.) This
means that returns on investment can be accessed

28. 2. CORRECTED
Digital Media can be easily Corrected; This means that human errors can easily be
caught before they damage the brand

29. 3. CONVERSATIONS
It allows for customer feedback at every step of the way, allowing communication
material to be tested easily before exposing to the general public.

30. 4. CHEAPER
When compared compared across many metrics, Digital Marketing approaches end
up being Cheaper with higher Returns On Investment (ROI) than Traditional
Marketing.

31. Measuring Your Impact

32. What can be measured
• Reach – How many people saw the advert
• Engagement (e.g Clicks )– How many people click the banner or
watched the video
• Impressions – How many times did my advert show
• Shares – How many people told someone about my adverts
• Conversations – How many people are talking about my advert

33. There are many tools to be used for
measuring impact in Digital Media e.g
• Google Analytics
• Similar web
• Tweetreach
• Facebook Insights

34. Thank You
Now find out a little more about Digital X Interactive in the last 3 slides

38. Thank You
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