This document provides an introduction to digital marketing, outlining its various components such as social media marketing, online advertising, SEO, SEM, email marketing, and mobile marketing. It compares digital marketing with traditional marketing, highlighting the benefits of digital methods, including cost-effectiveness and measurable results. The content also discusses the purpose, costs, and approaches associated with different digital marketing strategies.

2. WELCOME TO LESSON ONE
This week is a general introduction into the
world of digital marketing. Enjoy learning new
things and discovering a world of new
possibilities.

3. “Digital marketing also known as internet
marketing and online marketing, uses
internet technologies to deliver promotional
marketing messages to consumers.”
WHAT IS DIGITAL MARKETING?

4. GOOGLE TRENDS COMPARING
DIGITAL MARKETING WITH
EMARKETING AND INTERNET MARKETING
GRAPH: Interest over time. Web Search. United Kingdom, 2004 - present.

5. Digital Marketing uses the following deliverables to
communicate with customers in a digital format:
• Social Media Marketing
• Online Advertising
• Search Engine Optimisation (SEO)
• Search Engine Marketing (SEM)
• Email Marketing
• Website
• Mobile Marketing
• Viral Marketing
WHAT IS DIGITAL MARKETING?

6. • Definition: Social media marketing involves
businesses communicating with consumers in a
social environment.
• Purpose: To have the intended audience share,
connect and engage with the business in a social
environment.
• Cost: Relatively inexpensive but requires effort.
SOCIAL MEDIA MARKETING

7. SOCIAL MEDIA MARKETING - INFOGRAPHIC
INFOGRAPHIC: What happens online in 60 seconds | Business Insider. 2015.

8. • Definition: Advertising your services and
products through online channels such as
websites and social media.
• Purpose: To generate leads and convert leads to
sales through online advertising.
• Cost: Depends on budget, but is generally based
on impressions or click throughs.
ONLINE ADVERTISING

9. ONLINE ADVERTISING - EXAMPLE
IMAGE: News.com.au Homepage | News.com.au. 2015.

10. • Definition: Using on page and off page
optimisation techniques to organically build traffic
to your website.
• Purpose: Having your website rank higher than
competitors so that traffic will be generated to it.
• Cost: Depends on budget and the complexity
of the website.
SEARCH ENGINE OPTIMISATION

11. SEARCH ENGINE OPTIMISATION - EXAMPLE
INFOGRAPHIC: The Periodic Table Of SEO Success Factors.
2015. The Periodic Table Of SEO Success Factors.

12. • Definition: Using specific keywords to generate
paid traffic to your website such as Google
adwords.
• Purpose: To increase the chance of your website
being visited.
• Cost: Depends on budget. Generally based on
cost per click (only pay what is clicked on).
SEARCH ENGINE MARKETING

13. SEO VS SEM - EXAMPLE
IMAGE: FSC Interactive (2015) You Know About SEO, But What is SEM?

14. • Definition: The most important aspect of
Digital Marketing. Your website is how you
are SEEN online.
• Purpose: To provide an online avenue for
enquiries and to generate sales.
• Cost: Depends on budget and the complexity
of the website.
WEBSITE

15. WEBSITE DESIGN - EXAMPLE
IMAGE: Big Softies Homepage: www.bigsofties.com.au

16. • Definition: The ability to access content
whilst on the move.
• Purpose: To reach your intended audience
whilst on the move.
• Cost: Depends on budget and the
complexity of the website.
MOBILE MARKETING

17. MOBILE MARKETING - STATISTICS
GRAPH: Smart Insights. 2015. Mobile marketing statistics 2015.

18. • Definition: The holy grail of Digital Marketing.
Audio/visual content being seen by large numbers
of individuals.
• Objective: To gain publicity.
• Purpose: To generate publicity to gain leads and
sales.
• Cost: Varies.
VIRAL MARKETING

19. VIRAL MARKETING - EXAMPLE
VIDEO: Ubisoft. 2014. AMAZING STREET HACK - YouTube.

20. • Definition: An email to your contact database.
• Purpose: To build loyalty, increase sales and
generate repeat purchases.
• Cost: Varies.
EMAIL MARKETING

21. • 21% of email recipients, consider opt-in emails
as spam.
• 35% of email recipients open an email, based
solely on the subject line.
• 84% of people 18-34 use an email preview pane.
• 35% of business professionals check email on
mobile devices.
• 44% of email recipients have purchased products
they saw first in an email marketing campaign.
EMAIL MARKETING - FACTS

22. EMAIL MARKETING CAMPAIGN - EXAMPLE
IMAGE: MailChimp. 2015. Look What You Can Do.

23. Offline marketing relates to any aspect that does not
involve a digital element:
• Print advertising (major/local press,
magazines).
• Radio and TV advertising.
• Billboard advertising.
• Promotional items (pens, stationary, gifts).
• Printed material (such as pull-up banners).
OFFLINE MARKETING

24. Online Marketing has the following advantages over
offline (traditional marketing):
• It’s measurable.
• It’s generally more cost-effective.
• It generally allows for better targeting.
However, offline marketing has its benefits too. In
particular its ability to generally reach a large
number of individuals (i.e. radio/TV).
Often the best strategy includes both digital and
traditional marketing elements.
OFFLINE VS ONLINE MARKETING

25. • Slide 4:
Smart Insights. 2015. Definitions of Emarketing vs Internet vs Digital
marketing. [ONLINE] Available at:http://www.smartinsights.com/digital-
marketing-strategy/online-marketing-mix/definitions-of-emarketing-vs-
internet-vs-digital-marketing/.
• Slide 6
INFOGRAPHIC: What happens online in 60 seconds | Business Insider.
2015. INFOGRAPHIC: What happens online in 60 seconds | Business Insider.
[ONLINE] Available at:http://www.businessinsider.com.au/infographic-
what-happens-online-in-60-seconds-2015-5.
• Slide 8
News.com.au | News Online from Australia and the World.
2015. News.com.au | News Online from Australia and the World. [ONLINE]
Available at: http://www.news.com.au/.
REFERENCES

26. • Slide 10
The Periodic Table Of SEO Success Factors. 2015. The Periodic Table Of SEO
Success Factors. [ONLINE] Available
at: http://searchengineland.com/seotable.
• Slide 12
FSC Interactive. 2015. You Know About SEO, But What is
SEM?[ONLINE] Available at: http://www.fscinteractive.com/
• Slide 14
The Actors Process - Go behind the curtain. 2015. The Actors Process - Go
behind the curtain. [ONLINE] Available at: http://theactorsprocess.tv/
REFERENCES

27. • Slide 16
Smart Insights. 2015. Mobile marketing statistics 2015. [ONLINE] Available
at: http://www.smartinsights.com/mobile-marketing/mobile-marketing-
analytics/mobile-marketing-statistics
• Slide 18
Ubisoft. 2014. AMAZING STREET HACK - YouTube. [ONLINE] Available
at: https://www.youtube.com/watch?v=1hpU_Neg1KA.
• Slide 21
MailChimp. 2015. Look What You Can Do. [ONLINE] Available
at: http://inspiration.mailchimp.com/#all.
REFERENCES

28. Thank you for paying attention!