NAVOTAS POLYTECHNIC COLLEGE

Bangus St., Corner Apahap St., NBBS, City of Navotas

Course Title: New Market Development

Section:
Schedule:
Name of Faculty: Prof. Dwight D. Dacquel, MBA

Module Number: 10

Lesson Title/Topic:

TYPES AND AREA OF DIGITAL MARKETING

Week Number: 16 and 17

Intended Learning Outcomes

At the end of this chapter, the learner will be able to:

1. Know the types of digital marketing.
2. Understand the importance of digital marketing.
3. Explain the different types of digital marketing and their facets.
4. Learn skills needed in the digital marketing field.
5. Identify a career path for digital marketing learners.

Learning and Teaching Support Materials

● Module
● Google classroom
● Pictures
● Powerpoint
● Other resources (websites, ebooks)

Lesson Proper and Discussion

INTRODUCTION
The first step in digital marketing is defining what it is. Essentially, it refers to any marketing
efforts that take place on the internet or on a digital device. Businesses use a variety of channels to
entice customers to buy their products and services.

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As we'll see, there are numerous components to digital marketing, as well as a variety of devices
from which businesses can market. It's a practice that ranges from the subtle to the obvious, and it
frequently necessitates the collaboration of multiple specializations.

Importance of digital marketing

There are many stats that highlight the importance of digital marketing. With global
eCommerce sales expected to reach $6.5 trillion by 2023, it’s clear that there’s significant potential
for online promotional activity. What’s more, 51% of shoppers research their purchases on Google
and social media platforms before making them.

With around 4.5 billion internet users worldwide, digital marketing gives businesses the
chance to reach people on platforms where they spend a lot of time and money. It also gives smaller
companies an opportunity to compete with their huge rivals, allowing them to use data and insights
to target customers.

We’ve also seen how vital online shopping was in the first half of 2020. At the peak of the
COVID-19 lockdown in the UK, online orders were up 200% compared to the previous year. For all
kinds of companies, digital marketing, and the sales it generated were a lifeline when stores were
closed. In 2021, the Philippines' eCommerce market sales reached $17 billion, largely contributed by
73 million online active users. This is estimated to reach $24 billion, with a 17% growth through
2025. The COVID-19 pandemic increased the eCommerce demand, with Filipinos working and
studying from home.

The top Philippine eCommerce platforms are Shopee, Lazada, Zalora, and BeautyMNL. Products
from Asia-Pacific markets with free trade agreements with the Philippines are sold on these
platforms, and the top product categories include beauty, electronics, fashion, furniture, health, and
household care. The working population (25-44) actively accesses these platforms from their
desktops and mobile phones. In 2021, smartphone household penetration reached 74.1%, a 2%
increase from 2020.

Filipinos are heavy social media users, spending an average of 10 hours per day, seven days a week.
Facebook (67 million active users), YouTube (58.5 million active users), Instagram (14 million active
users), Twitter (9.3 million users), and LinkedIn are the best platforms for reaching Filipino
consumers (9.2 million users). The number of Filipino social media users is expected to reach 78.5
million by 2022.

These numbers are proof that digital marketing is very important in this modern world.

Companies' digital marketing spent/budget

Online marketing is big business. Data from 2019 shows that marketing budgets make up,
on average, 11.2% of companies' revenue. In 2021, advertising spending in the Philippines lay at
almost P110 billion. The clear majority of this was spent on TV and video advertising, followed by
digital banner and search advertising. Print advertising, on the other hand, only accounted for
around P3.5 billion in spending.

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 In the US, this equates to an annual industry spending of over P9.8 trillion. In the UK, this figure
stands at P1.2 trillion.

For those looking to get an introduction to digital marketing spending, there are no hard and
fast rules on how much you should spend and what you should spend it on. However, as with many
decisions related to the subject, there are online platforms that could help you with that. Web
analytics is one of them. It can give you the insight needed to make decisions on budgets and
spending.

Types of digital marketing?

Digital marketing is frequently a collaborative effort in which professionals from various fields
pool their knowledge and resources to achieve the company's objectives. The next step in our
introduction to digital marketing is to define these various areas. It's important to remember that
not every company will employ all of these strategies. However, each channel offers a chance for a
company to broaden its brand reach and increase sales. Listed are some of the most common digital
marketing skills and what they entail.

1. Search Engine Optimization (SEO)

It is the process of improving the quality and quantity of website traffic to a website or a web
page from search engines. SEO targets unpaid traffic rather than direct traffic or paid traffic.
When you use a search engine such as Google, Firefox, or Bing, you type in your query and get
a list of results. Often, the page you’re looking for appears in the top few links. With the right tactics

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and tools, you can organize your website in a way that search engines understand and choose to
show to their users.

Search Engine Optimisation is the art of understanding how sites like Google index data and
optimizing the page and its content to increase quality web traffic (visitors). The goal of SEO is often
to make a page or website appear as high as possible in search engine results pages without having
to pay for it.

Benefits of SEO

A strong SEO strategy can bring a number of different benefits to your business’s online presence
and to your marketing strategy overall. These benefits can include the following:

● Increased visibility and traffic to your website: The higher your website pages rank on Google,
the more traffic you’ll get.

● Improved website quality: As its full name implies, there are a number ways you must
optimize your website to get it to meet Google’s high standards. By doing this, you’ll improve
your website in the process.

● Build consumer trust: Search engine users naturally trust websites that are ranked at the top
as there is a sense that Google has “vetted” the pages that appear.

● Establish your brand as an authority in your field: SEO involves a lot of content creation, like
blog writing. Naturally, the more you write about a topic, the more people will turn to you as
a valued source of information (but only if the content is high-quality, you can’t cheat with
SEO.)

● Long-term technique: SEO may be a bit of a slower, long-term marketing strategy but, once
gets going, it only grows. SEO is a long-term strategy that builds upon itself overtime and
becomes more effective.

Types of SEO

There are actually many different kinds of SEO. However, in terms of SEO activities, the two main
types are on-page SEO and off-page SEO.

On-page SEO refers to actions that you conduct on your own website to contribute to its
ranking. This includes content creation, the use of keywords, and the proper use of headings,
meta descriptions, and URLs.

Off-page SEO refers to actions that you can take outside of your own website to boost its
ranking, like link building or guest blogging.

There are also two styles of SEO: White Hat and Black Hat SEO. White Hat SEO is based on using
ethical, transparent techniques to build your pages’ rankings. Essentially, white hat SEO is following
and respecting Google and other search engines' rules regarding website and position optimization.

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On the other hand, black hat SEO uses questionable techniques to trick the search engines into
quickly raising your site's ranking. While Black Hat SEO may work in the short term, it does more
damage to your website over time, and search engines will penalize you for it.

2. Search Engine Marketing (SEM)

It 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.

While SEO focuses on unpaid methods of boosting visibility in search results, Search Engine
Marketing relies on paid options. If you’ve ever Googled something and seen the ‘Ad’ text next to the
top results, you’ve seen SEM at work. It’s a practice also sometimes referred to as "paid search" or
"PPC" (pay-per-click) advertising. Sometimes, people include SEO under the same banner as SEM.

With this form of digital marketing, keywords are crucial. These are the popular terms that people
search for in relation to a particular product or service. With SEM, you can then bid to have your ad
appear in the top results when people search for that term.

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 3. Social Media Marketing (SMM)
It is the use of social media platforms and websites to promote a product or service. Although
the terms e-marketing and digital marketing are still dominant in academia, social media marketing
is becoming more popular for both practitioners and researchers.

Social media is big business nowadays. Not only does it help individuals connect and network, but it
also gives companies the opportunity to expand their brand reach and user base. Using digital media
analytics, marketers can gain insight into how their customers act online, what they respond to, and
what actions they should take.

As well as activities such as posting updates, images, and videos, brands can use social media for
paid advertising. Their goal is to drive engagement and clicks, trying to get customers to respond to
their message while building brand loyalty. An effective social media marketing campaign consists of
many different elements.

In today’s agency setup, SMM is divided into two categories. Social Media Content/Management and
Social Media Advertising. Social media management covers social media postings, content creation,
and platform management, while social media advertising covers paid advertising efforts using
social media platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and more.

4. Email / Email Marketing

Is the act of sending a commercial message, typically to a group of people, using email. In its
broadest sense, every email sent to a potential or current customer could be considered email
marketing. It involves using email to send advertisements, request business, or solicit sales or
donations.

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 5. Online ads
Is a marketing strategy that involves the use of the Internet as a medium to obtain website
traffic and target and deliver marketing messages to the right customers. Online advertising is
geared toward defining markets through unique and useful applications. Online ads and paid media
are just about everywhere you look on the internet. As well as the SEM and social media advertising
mentioned above, there are also things like banner ads, Google display ads, retargeting ads, and
more.

As with many of the methods mentioned so far in our introduction to digital marketing, online ads
require a considerable amount of insight and planning. Many people use ad blockers to silence
adverts on web pages, but networks such as Google Display Network and Facebook’s Audience
Network mean ads are once again relevant and less intrusive.

Google Ads/AdWord is one of the most preferred SEM go-to. Here below are the phases of running
Google ads.
● Keyword Research
● Preparing your ad copy
● Setting up the ad manager and ad campaigns
● Optimization
● Reporting

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Search Engine Marketing Campaign Structure

Difference of Search Ads and Display Ads

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Facebook Ad Campaign Phases
● Gathering Resources
● Draft Assets
● Set-up ad account
● Optimization
● Campaign Report

Facebook Ad Campaign Structure

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 6. Affiliates / Affiliate Marketing
Is a process where publishers earn a commission by promoting a product or service made by
another retailer or advertiser. The affiliate partner is rewarded a payout for providing a specific
result to the retailer or advertiser. Affiliate marketing has become incredibly popular over the last
few years. Essentially, this method encourages people to promote other people’s products. When this
promotion results in a sale, the affiliate gains a small amount of commission. It’s a technique that
benefits everyone involved. For those with a product to sell, you have a network of people promoting
it. Those who want to make money without a product, shifting someone else’s can bring a passive
income. There are whole networks of affiliates that businesses can make use of, focusing on a wide
variety of niches

7. Content Marketing
Is a form of marketing focused on creating, publishing, and distributing content for a targeted
audience online. Digital marketing wouldn’t be complete without mentioning content. One thing
that’s consistent across digital marketing is that each approach requires some form of it. Producing

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high-quality, entertaining, and informative content is at the heart of any marketing strategy. Whether
it’s blog or social media posts, infographics, videos, podcasts, ads, or webpages, content is king.

Content marketing focuses on creating great content and getting it in front of the right audience. It’s
about strategy, planning, creativity, and analysis.

8. 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, e-mail, SMS,
MMS, social media, or mobile applications. An estimated 6.6 billion people around the world have a
smartphone. These devices have changed the way we think about marketing, opening up countless
opportunities to reach potential customers. Mobile marketing focuses on using a variety of methods
to advertise and promote products and services.

This type of marketing often makes use of some of the other methods mentioned so far. Along with
email, social, and website advertising, there are opportunities such as SMS, MMS, and mobile app

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marketing. It’s not just phones, either – tablets, wearable technology, and other devices all present
marketing potential. Our course on mobile digital skills explores this topic in more detail.

9. Viral
Viral marketing or viral advertising is a business strategy that uses existing social networks to
promote a product mainly on various social media platforms. Its name refers to how consumers
spread information about a product with other people, much in the same way that a virus spreads
from one person to another.

Of all of the methods in digital marketing, this is the hardest one to pin down. At its core, viral
marketing refers to a type of promotion that relies on the audience to generate buzz. Once a
marketing campaign goes beyond its target audience to be widely shared, it’s considered to have
‘gone viral.

10.Other roles
There are many other jobs that directly relate to digital marketing. Roles such as video
production, marketing automation, web development, and design, data analytics, and business
strategy all play a part. It’s a far-reaching industry with a lot of potentials.

Career path in Digital Marketing

So far, our discussion of digital marketing has concentrated on what it is. But what if you want to
know how to get started in digital marketing? It's a thriving industry, and the need for skilled and
talented digital marketers keeps on growing. So, where do you begin?

There are numerous paths into the field of digital marketing. Whether you already have a skill set or
want to develop one, there are numerous opportunities to learn and grow. We've outlined some of
the things to consider when choosing a career below:

What area do you want to go into?

The first thing to decide is which area of digital marketing you want to focus on. Of course, an
all-around knowledge is always going to be beneficial, but when you’re first starting out, a more
in-depth understanding of one area can help.

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For example, if you’re interested in the web design and development side of things, you might want
to improve your coding and programming knowledge. On the other hand, if you think social media is
where you want to specialize, you can start building your understanding of the various channels.

What skills do you need?

One of the reasons why there is such a demand for digital marketing professionals is that there is a
skills gap in the industry. It’s hard to find people with the right set of digital skills, as well as the
other hard and soft skills needed to be a part of a successful team. So, what is it that employers are
looking for?

Hard skills
Hard skills are the tangible and measurable abilities that allow us to do things. They can be taught
and often require some technical knowledge or training. Here are some of the useful hard skills for
working in digital marketing:

● Copywriting. Copywriting is one of the skills that’s often needed in digital marketing. The
ability to craft compelling and convincing content goes a long way in this field. In a recent
blog article, we looked at how to become a freelance writer.
● Analysis. The ability to understand marketing analytics can help you identify the trends,
customers, and opportunities you should be targeting with your marketing.
● Coding. Learning to code for the web will give you one of the most sought-after skills at the
moment. With this knowledge, you can get involved in many different areas of digital
marketing.
● Sales skills. Marketing, at the end of the day, is ultimately about selling. Having a firm
understanding of sales skills can make you stand out from the crowd.

Soft skills

Soft skills are those abilities that relate more to habits and personality traits. They’re the
non-technical skills that are required for a professional to work well within a team and business.
These soft skills are highly sought-after across many industries, including in digital marketing:

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 Creativity. One thing you’ve no doubt learned from our introduction to digital marketing is
that you have to be quite creative. Not only do you need to create compelling content, but you
also have to think of unique and interesting ways to market it.

Problem-solving. Using your creativity to solve problems is a unique talent, and is one that
employers of all kinds look for.

Collaboration. As we outlined earlier, digital marketing requires the collective efforts of

many different professionals. As such, those with strong collaboration skills will find they
excel in the industry.

Leadership. The ability to manage others and show strong leadership qualities is universally
needed. With this skill, you bring out the best in yourself and others around you.

Qualifications
Digital marketing is a field where experience is often just as valuable as a recognized qualification.
However, that’s not to say that something as simple as a degree isn’t useful. A bachelor’s degree in a
field related to digital marketing will teach you some of the technical and conceptual skills you’ll
need.

The question often asked is how you can start gaining some digital marketing experience. In reality,
there are a few ways you can do so:

Keep up-to-date. The digital marketing industry moves at a rapid pace, as new technologies
and techniques are introduced. It’s important to have an understanding of the latest trends
and best practices, so check out blogs, publications, and seminars related to the field.

Create your own. With things like social media, copywriting, and coding, you can work on
your own projects to gain experience. The most important thing during the recruitment
process is that you can show you have a working knowledge of digital marketing.

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 Freelance. If you already have the skills and some experience, you can put this to use
working on a freelance basis. Not only does this build your marketable skills, but it also helps
you earn money on the side.

Look for internships. There are plenty of marketing internships out there. Although they’re
competitive, they present an excellent introduction to the industry and can give valuable
experience.

There is a lot of demand for skilled digital marketing professionals at the moment. However, it can
sometimes seem difficult to find these opportunities. As well as standard job applications, here are
some other avenues worth exploring:

Graduate schemes. If you’ve recently completed your formal education, a graduate scheme can be a
fantastic place to get started with your career.

Networking. Effective networking is a central part of any successful career. It can really help to know
the right people in the industry you’re hoping to join.

Speculative applications. If you’ve seen a company that you’d absolutely love to work for, but they
aren’t advertising a role, you could still send them your details. It can help make you stand out from
the crowd, and keep you in mind for any future opportunities.

Activity 10.1
Create a digital marketing strategy for a small business near you. You may choose at least 3 digital
marketing strategies that may help the chosen business to succeed.

Activity 10.2
Complete the test below to put your knowledge to the test. Pick the right answer from the choices.

1. On-page search engine optimization refers to

a. Programming keywords into a website

b. Evaluating each page of a website for design
c. The number of links coming into your website
d. The number of search engine sites a website is submitted to

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2. Which of the following is NOT a type of content marketing?
a. Image
b. Blog post
c. OneNote
d. Video

3. Which of the following is NOT a type of digital marketing?

a. Video
b. Social media
c. Print advertising
d. Email

4. What does “branding” mean in digital marketing?

a. Market segmentation
b. Your target market
c. Personal identity and image
d. Putting your logo on products

5. What does CTA stand for?

a. Consequence To Advert
b. Call To Action
c. Computer Tracked Actions
d. Characteristic Tracking Advert

6. The best way to improve search engine ranking is with

a. Video
b. A blog
c. Having at least 500 words of text per page
d. Using a lot of graphics per page

7. Which of the following marketing techniques are most likely to pay you?
a. Pay per click advertising
b. Using social media marketing strategies
c. Posting press releases
d. Article marketing

8. What is a great way to improve your website's "stickiness", which is keeping someone on
your website and encouraging them to come back?
a. Make your website interactive with things to do such as quizzes, downloads, video to
watch and audio to listen to
b. Have a lot of text to read
c. Make it difficult to locate the contact information
d. Pack a lot of graphics, photos, and text onto each page

9. The best way to avoid Google penalties is by practicing __________ SEO tactics.
a. Black hat
b. White hat
c. Blue hat
d. Red hat

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 10. Which of these digital marketing tactics is used to create interest in a product and establish a
pipeline for sales?
a. Lead generation
b. Call to action
c. Organic ranking
d. Local SEO

Assessment Tasks/Outputs
The tasks or outputs of the assessment will depend on the required assessment given throughout
the week.

1. Cases
2. Research
3. Assignment, Quizzes, and homework
4. Reaction paper

Readings and Other References

Reference New Market Development. (2019) Analyn m. Gamit, Ph.D. et al.

Online research
Investopedia.com

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