Week 9

9 Digital Marketing

National Economics University JAS

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 What is Digital Marketing?

• How has the transition to Web 4.0 affected the field of

marketing communications?
• How can e-commerce programs and incentives build a
stronger customer base and overcome customer concerns at
the same time?
• How do mobile marketing systems enhance digital
marketing programs?

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 Chapter Objectives

• What digital strategies do marketing professionals employ?

• What types of web advertising can companies use to reach consumers?
• What is a search engine optimization strategy?
• How can companies successfully conduct digital marketing programs
in international markets?

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 Primary Characteristics Web 1.0 to Web 4.0

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 Organic Search

Organic search is a method for entering one or a plurality of search

items in a single data string into a search engine.
Organic search results are the unpaid listings that appear on a
search engine results page (SERP). Organic search
Organic search traffic refers to all visitors who arrive on your site by
clicking the organic results (not PPC ads) in search engines like
Google. This means that they went to a search engine, typed in a
certain word or phrase, and saw one of your pages as a result

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 Organic – Paid Search

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 Organic – Paid Search

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 Steps In Developing an Interactive
Marketing Strategy

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 What is Digital Marketing?

Digital marketing, also known as online marketing, communicates

messages through digital channels accessed through electronic
devices, including phones, computers, and tablets.

It’s one of the most popular and powerful ways to generate

awareness, interest, and sales for your products or services

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 Why is Digital Marketing Important?

Digital marketing is important because it’s where your ideal

customer is hanging out.
According to Statista, as of 2023, there are 5.19 billion internet
users and 4.88 social media users worldwide.
On average, internet users spend six hours and 40 minutes online
every day. This enormous, highly engaged online audience
presents tremendous opportunities for businesses that want to
gain visibility for their goods and services JAS
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 Types and Strategies of Digital Marketing

Types and Strategies of Digital Marketing: Digital marketing

includes various strategies like Search Engine Optimization (SEO),
Search Engine Marketing (SEM), Content Marketing, Social Media
Marketing, Pay-Per-Click (PPC) Advertising, Affiliate Marketing,
Email Marketing.

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 Benefits of Digital Marketing

Digital marketing allows businesses to reach a global marketplace, target

specific audiences, track responses to marketing efforts immediately, and
adjust strategies in real time

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 Digital Marketing Best Practices

For optimal results, you must understand which digital marketing

tactics will work best for your target audience. This includes
creating high-quality content, using SEO to improve online
visibility, leveraging social media platforms, and analyzing
performance data to refine your marketing strategies

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 The Main Goal Of Digital Marketing

Remember, the main goal of digital marketing, like traditional

marketing, is to generate product awareness and influence purchasing
decisions to drive sales. The main difference between traditional and
digital marketing is that digital marketing uses internet-connected
technologies to communicate and engage with targeted audiences.

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 What is SEO

SEO stands for Search Engine Optimization. It is a set of practices

designed to improve the appearance, positioning, and usefulness of
multiple types of content in the organic search results.

SEO practitioners optimize websites, web pages, and content for

the purposes of ranking higher in search engines, like Google

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 The Goal of SEO

The goal of SEO is to help search engines discover, crawl, index,

understand, and rank your content. This is achieved through a
combination of on-page SEO (optimizing individual web pages), off-
page SEO (actions taken outside of your own website to impact your
rankings within search engine results pages), and technical SEO
(optimizing the backend structure and foundation of a website).

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 SEO vs SEM

It’s important to note that SEO is different from SEM (Search

Engine Marketing) and PPC (Pay-Per-Click). While SEM is an
umbrella term for the combination of SEO and PPC activities meant
to drive traffic via organic search and paid search, PPC is a type of
digital marketing where advertisers are charged whenever one of
their ads gets clicked on.
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 Improving Your Website’s SEO Can Be Achieved
Through Various Strategies. Here Are Some Key
Points To Consider

Publish Relevant, Authoritative Content:

Quality content is the number one driver of your search engine rankings and
there is no substitute for great content.

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 Improving Your Website’s SEO Can Be Achieved Through
Various Strategies. Here Are Some Key Points To Consider

Update Your Content Regularly: Regular updates signal to search engines

that your site is active and relevant.

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 Improve Your Website

Improve Your Website Loading Speed - Pages that rank at the top
of Google’s first page tend to load significantly faster compared to
pages that rank on the bottom of page.

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 Strategies for Digital Marketing
Use Sitelinks: These are additional links in the SERP listing that lead to other
relevant pages on your site.

Search Engine Results Page (SERP) The page that a search engine returns
after a user submits a search query. In addition to organic search results, search
engine results pages (SERPs) usually include paid search and pay-per-click
(PPC) ads.

Create Linkable Assets: These are pieces of content so good that people want to
link to them JAS
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 Strategies for Digital Marketing

Target Keywords With High Commercial Intent: These are keywords that
signal a strong intent to buy or convert.

Optimize Old Content For User Intent: Update your old content to better
match the current search intent.

Use Metadata: Metadata, including title tags and meta descriptions, can help
improve click-through rates and rankings

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 Tools And Methods You Can Use To Track Your
Website’s Search Engine Rankings

There are several tools and methods you can use to track your website’s search
engine rankings:

Ahrefs’ Rank Tracker: This tool allows you to monitor your Google rankings on
both desktop and mobile across 190 countries. You can input or import a list of
keywords, add multiple countries per keyword, and specify your competitors’ URLs.

Ahrefs will start tracking data and send you regular updates. It also provides
interactive graphs to track your SEO progress

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 Here Are Some Tools That Can
Help You Improve Your Website’s
SEO
• Google Analytics: This tool helps you understand how people use your
website, so you can make informed site design decisions.

• Google Search Console: This tool measures your site’s search traffic and
performance, and makes it easy to understand and fix issues.

• Google PageSpeed Insights: This tool analyzes the content of a web page,
then generates suggestions to make that page faster

• Website Grader: This tool grades your website on a scale of 1-100 based on
performance (like page speed), mobile readiness, SEO, and security.
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 Here Are Some Tools That Can Help You
Improve Your Website’s SEO
• Screaming Frog: This tool is a website crawler that allows you to crawl websites’
URLs and fetch key elements to analyze and audit technical and onsite SEO.

• Databox1: This tool pulls all your data into one place, so you can track
performance and discover insights in real-time.

• SpyFu1: This tool lets you download your competitors’ most profitable keywords
and ads for paid and organic search.

• KWFinder2: This tool helps you find long-tail keywords with low SEO
difficulty2.
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 Track Your Website’s Search Engine Rankings

Google Rank Checker Tool by The HOTH:

The HOTH is a search engine marketing company based in St. Petersburg

FL. They support businesses get more traffic through search engines with a full
suite of services like managed SEO, PPC, blog content creation, link building,
and more.
This free tool helps you find your top traffic-driving keywords. You just need to enter a URL and hit
“View Google Rankings” to get a comprehensive list of your keywords. It identifies keyword ranking,
search volume, how much traffic it’s driving to your page, and whether the keyword is trending up or
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 Track Your Website’s Search Engine Rankings

Free Keyword Rank Checker Tool by Ahrefs: This tool allows you
to check if your rankings have improved or worsened over time,
see how your competitors’ rankings are progressing, and identify
keyword cannibalization issues.

Monitor Organic Rank in Search Engines: This article provides 5

ways to monitor the organic rank of your website in search engines JAS
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 Improving Your Website’s Loading Speed Can Be Achieved
Through Various Strategies

1. Choose a performance-optimized hosting solution: The type of hosting

you choose can have a significant impact on your site speed.

2. Compress and optimize your images: Large, high-resolution images can

slow down your site. Use image optimization tools to reduce their file size
without losing quality.

3. Reduce your redirects: Each time a page redirects to another page, your
visitor faces additional time waiting for the HTTP request-response cycle to
complete. JAS
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 Improving Your Website’s Loading Speed Can Be
Achieved Through Various Strategies

4. Cache your web pages: Caching involves storing copies of files in a

cache, or temporary storage location, so that they can be accessed more quickly.
5. Enable browser caching: Browser caching stores webpage resource files
on a local computer when a user visits a webpage.
6. Minify CSS, JavaScript, and HTML: Minification is the process of
minimizing code and markup in your web pages and script files. It’s one of the
main methods used to reduce load times and bandwidth usage on websites.

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 Improving Your Website’s Loading Speed Can Be Achieved
Through Various Strategies

7. Audit Your Site: Before making any changes that impact how your site loads
and handles content, it’s worth auditing its current performance3.

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