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Overview of Digital Marketing (Module 1)

Contents
Introduction .................................................................................................................................... 2
Learning Outcomes ......................................................................................................................... 2
What is ”Marketing” ? .................................................................................................................... 2
What is” Digital Marketing” ? ......................................................................................................... 2
What is “Traditional Marketing? .................................................................................................... 3
What is NOT Digital Marketing? ..................................................................................................... 3
Did you know? ................................................................................................................................ 3
Digital Marketing: The Umbrella..................................................................................................... 3
WEBSITE .......................................................................................................................................... 3
WEBSITE – The Creative Effort ........................................................................................................ 4
Search Engine Optimization (SEO) .................................................................................................. 4
What does SEO achieve? ................................................................................................................ 4
Choose the Best Keywords for your website .................................................................................. 5
Keyword Don’ts ............................................................................................................................... 5
Applying Keywords.......................................................................................................................... 5
How is this relevant to this course? ................................................................................................ 5
Search Engine Marketing (Sem) ...................................................................................................... 5
Why SEM ? ...................................................................................................................................... 5
Keywords for SEM ........................................................................................................................... 5
SEM: A Great Copy ......................................................................................................................... 6
SEM: Tracking .................................................................................................................................. 6
SEM: When to Run an Ad ................................................................................................................ 6
How is this relevant to my course? ................................................................................................. 6
Email Marketing .............................................................................................................................. 7
Email Marketing (contd.) ................................................................................................................ 7
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Content ........................................................................................................................................... 7
Social Media Marketing .................................................................................................................. 7
What Is Social Media’s Role in Integrated Marketing Communication? ........................................ 7
Extra Notes ...................................................................................................................................... 8
So, which is better - Traditional or Digital Marketing? ................................................................... 8
Traditional Marketing: Pros ............................................................................................................ 8
Traditional Marketing: Cons ........................................................................................................... 8
Digital Marketing: Pros ................................................................................................................... 8
Digital Marketing: CONS ................................................................................................................. 8
Image Sources ................................................................................................................................. 9
References ...................................................................................................................................... 9

Introduction
This module will define “Marketing”, “Digital Marketing” and “Social Media Marketing”.
Students will also learn the difference between traditional marketing and digital marketing, the
different channels under the broad umbrella of digital marketing, the history of social media
marketing and the different categories of the social media platforms.

Learning Outcomes
Explain digital marketing and social media marketing

• Define Digital Marketing

• Differentiate traditional and digital marketing
• Define Social Media Marketing
• Examine the history of social media development

What is ”Marketing” ?
The internet says ...
“Marketing is the process of interesting potential customers and clients in your products and/or
services. The key word in this marketing definition is "process"; marketing involves researching,
promoting, selling, and distributing your products or services.”

What is” Digital Marketing” ?

The internet says ...
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“Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms
to promote products and services.”

What is “Traditional Marketing?

The internet says …
Traditional marketing refers to any type of marketing that isn't online. This means

• Print
• Broadcast
• direct mail
• phone
• outdoor advertising like billboards
Window display and signs

What is NOT Digital Marketing?

It is NOT:
- Just having a website
-Having a Facebook page
- Tweeting
- Posting on social media
It is ALL of this and SO much more!

Did you know?

• To start with in a world of 6.8 billion, 4 billion use mobile phones!
• Search engines drive around 93% of all website traffic.
• Within a day, 76% of people who search for something nearby on their smartphone will
visit a related business and 28% of searches for something nearby result in a purchase.

Digital Marketing: The Umbrella

• Website design
• SEO
• Search engine marketing
• Email marketing
• Content
• Social media marketing

WEBSITE
• Inform people about your business
• Sell your products
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• Information portal for your business/product

• Blog
Let us see what goes on a Website!

WEBSITE – The Creative Effort

• Homepage
• The face of your business – visitors land here and decide where they want to
navigate
• About Page
• Speak about yourself/your business/your story
• Reinforce your USP here
• Contact Page
• Often the MOST ignored page!
• Make it easy to reach you
• Display telephone/fax/email/contact form clearly
• Products Page
• Name
• Description
• Reviews
• How-to videos
• Services Page
• Details
• Benefits
• Plans (if any)
• Layout
• Images
• Attention-grabbers
• Keeps it interesting
• Another way to be found by online users (more on that later in this class…)
• Content

Search Engine Optimization (SEO)

Is the process of optimizing web pages so that search engines can better determine their
relevance to people searching.

What does SEO achieve?

• Increased organic visibility.
• Increased traffic to your digital assets
• Increase in conversions.
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Choose the Best Keywords for your website

Take the guesswork out of which keywords are the best by using web tools.
Google AdWords Keyword Planner is a good indicator and is free.

Keyword Don’ts
• Don’t Use Keywords or Phrases That Are Too Broad.
• Don't Use Single Words.
• Don't Use Trademark Names, Other Than Those Owned by the Company.

Applying Keywords
• SEO copywriters artfully integrate keywords into traditional business text.
• This is done by not only integrating the words but giving them prominence where
appropriate.
• This is more effective when understanding how the web interprets websites.

How is this relevant to this course?

• Understanding how users are searching for your brand/product is important in
determining how your brand/product will be found
• Optimize your content for ALL your digital assets –
NOT just for traditional Search Engines
But also for social Search Engines

Search Engine Marketing (Sem)

• It is the buying of advertising space from search engines like Google
• PPC ads are sold based on search terms of queries entered into Google search engine
• The price a company pays per click depends on:
✓ The quality of the company site
✓ Whether the PPC ad is linked to a landing page
✓ How many other businesses are bidding on the same keywords
✓ How well-written the copy in the ad is

Why SEM ?
Marketers choose PPC over other options because:
• A PPC campaign can be created quickly
• It’s easy to measure ROI
• Results are INSTANT (as compared to SEO)
• PPC’s downside is that it can result in poor conversions if structured improperly

Keywords for SEM

• Keyword research is essential for a successful PPC campaign.
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• Keywords will be used in the campaign and the PPC landing page.
• Search engines will give a better-quality score to a PPC ad that’s directed towards a PPC
landing page.
• Keyword research tool: Google AdWords Keyword Planner
• Search engines show the best results based on a company’s location. Marketers working
for a local business should bid on keywords including a location.
• Bidding should be on industry-specific terms and colloquial ones.
• Consider negative keywords.
• Consequences of poorly chosen keywords:
✓ No one will click on the ad.
✓ The wrong people will click on the ad

SEM: A Great Copy

• The displayed text must be succinct and attractive to the right audience.
• Effective PPC copy must adhere to the character limit.
• It needs to be direct.
• Avoid pushy language.
• Pricing and phone numbers must be added as an ad extension.

SEM: Tracking
• Track successes and failures to minimize costs and maximize return.
• Review and adjust PPC parameters monthly.
• Initially successful PPC campaigns may stop being successful because of:
✓ The seasonality of keywords
✓ A new competitor who outbids a business on keywords
✓ Search engines updating algorithms
✓ Ad copies losing out on quality score
✓ Competitor’s landing page is more relevant

SEM: When to Run an Ad

• PPC ads run on the daily budget set by the company.
• Monitor what time of day ads are getting the most clicks.
• Peak times vary by industry and product type.
• Monitor campaigns in their early stages to get the best value for money.

How is this relevant to my course?

Understanding how paid advertising works is a great way to learn:
• How to create engaging ad copies?
• How audiences interact with my ad?
• What works with my audience pool?
• How to interpret ad analytics (impressions/clicks) ?
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Email Marketing
• It involves sending marketing messages, predominantly via email.
• It is NOT dead–on the contrary it is more popular than ever.
• Emails contain rich content and CTAs.
• Think about business emails you’ve recently received.
Which caught your attention?
Why?

Email Marketing (contd.)

Focus on:
• To (Recipient)
• From (Sender)
• Subject line
• Email body
• Preheader Text
• Closing

Content
• Website
• Blog Posts
• Advertisements
• Social Posts
• Social Profile
• Traditional Mediums

Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a product
or service.

What Is Social Media’s Role in Integrated Marketing

Communication?
• Eyeballs have moved from one large screen to many smaller screens.
• Communication has changed:
✓ From mass messages locally to intimate conversations globally

• Provides the opportunity for a social experience.

• From one-way content production to two-way conversations that ultimately lead to
community-building
• Provides the opportunity to not only respond immediately but to listen, co-market, and
learn.
• Provides the opportunity to measure impact and effectiveness.
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Extra Notes
Currently, social media include tools and platforms like social networks, blogs, microblogs, and
media-sharing sites, which can be accessed through a growing number of devices, such as
computers, smartphones, e-readers, tablets, and netbooks. This technology changes daily,
offering consumers new ways to experience social media platforms, which must constantly
innovate to keep up with consumer demands.
Canadians are online addicts, ranking first in time spent online at 36.3 hours per month—one
full hour longer than our American counterparts, who place second.

So, which is better - Traditional or Digital Marketing?

• Traditional
• Digital
The answer to this question depends on where your target customer is. Best marketing
strategies make use of best of both techniques to reach everyone in their target market.

Traditional Marketing: Pros

• Impactful
• Permanent
• Memorable

Traditional Marketing: Cons

• Hard to measure
• Expensive
• No direct interaction

Digital Marketing: Pros

• Engagement
• Measurable
• Targeted

Digital Marketing: CONS

• Constantly evolving!
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Image Sources
Lazauskas, J. (2021, January 19). Easily create content strategy pillars with this venn diagram.
[Image].Retrieved February 05, 2021, from https://contently.com/2020/01/14/venn-diagram-
content-marketing-pillars/
Rest of the images are taken from content library of storyline 360 or public domain.

References

https://www.techedt.com/101-interesting-facts-digital-marketing/
https://www.embryodigital.co.uk/a-few-fun-facts-about-digital-marketing/
https://vamp-brands.com/blog/2020/02/28/evolution-of-social-media/
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