LUPANE STATE UNIVERSITY

FACULTY OF COMMERCE
DEPARTMENT OF BUSINESS MANAGEMENT

CHIEDZA PORTIA MOYO

COURSE NAME: DIGITAL MARKETING
STUDENT NUMBER: L0224956M
COURSE CODE: COMM1221
LECTURER: M. MHAKA
QUESTION

PROVIDE A DETAILED PRESENTATION TO ILLUSTRATE YOUR APPRECIATION OF THE FOLLOWING MARKETING

INSTRUMENTSAS THEY APPLY IN A REAL WORLD MARKETING CONTEXT[ EMAIL MARKETING,CONTENT
MARKETING,PAY-PER-CLICK ADVERTISING,SEARCH ENGINE OPTIMISATION, SOCIAL MEDIA MARKETING] USE
ATLEAST 14 POWERPOINT SLIDES
INTRODUCTION
 Digital marketing instruments are used to boost corporate websites, to increase visibility, attract
target audiences. I am going to illustrate how the following instruments apply in the real word
 Email marketing
 Content Marketing
 Pay-per-click advertising
 Search engine optimisation
 Social media marketing.
EMAIL MARKETING

 Sending emails to potential customers

 To increase brand awareness,
 Driving engagement
 Nurturing leads and making sales
 Send newsletters to subscribers
 Or promotional emails
For example, Shein clothing sends emails to their subscribers regularly
to inform them of promotions and latest merchandise .
CONTENT MARKETING

 Baker K(2020), says it is the process of publishing written and visual material
online.
 With the purpose of attracting more leads to your business.
 E.g. log posts, pages, e-books, info graphics, videos and articles
 However it is not about just publishing a thin piece of content,
 But purposely tailoring your pages to attract the target audience.
 Helps organisation establish itself as an authority in the industry.
 E.g. fashion retailers creating a blog for styling different body types and even
sharing fashion hacks with their customers.
Creating high quality and valuable content is an effective way to attract
and engage users.
Pay-per-click Advertising

 Wilson M (2023), says is the type of digital marketing where you pay each time a user clicks on one of your ads
 Cost per click defines the actaul amount an advertiser paid per click
 PPC ads can be ran in a variety of places including;
 Search engines like google,
 Social media platforms like facebook and instagram
 Banners on websites
 Videos on Youtube
It helps attract new customers and grow the business
By making the brand visible to specific audiences and taking them to high-
value pages
 SEARCH ENGINE OPTIMIZATION

 Griffin L says, it is the science of improving website visibility when people search for
products or services.
 Website visibility is measured by ,
 The placement of search engine results pages
 Companies always go for the website that appears first in the search engine results page
 For example google, a digital marketer can conduct a keyword search to identify popular
search terms related to their niche,
And then strategically incorporate those key words into their website.
This will help their website appear first in the search engine results page.
SOCIAL MEDIA MARKETING

 Hayes A says, it is the use of social media platforms on which users build social
networks;
 Share information,
 In order to build their brand
 Increases sales
 Drives website traffic
Helps engage with existing customers
Helps reach new customers
Marketers can track the success of their efforts
Can utilize paid ads on facebook and instagram
Conclusion

 Digital marketers use these instruments, to boost traffic to their corporate

websites, by implementing strategies like; Email marketing, content marketing ,
pay-per-click advertising, search engine optimization and social media
marketing. With these they can successfully get their targeted audience’s attention.
REFERENCES

 Griffin Lafleur, Swing Education(2020), Marketing and customer experience,

Whatis.com
 Kristen Baker(2023) Hubspot.com
 Adam Hayes (2023) Business Marketing Essentials
 Werner Geyser(20230 influencer marketing
 Chloe West (2022), Sprout Blog/All Career Growth/ Marketing Disciplines