Digital Marketing Course (2023)

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Title: Digital Marketing Course

DM(Digital Marketing)

  • What is digital marketing?
  • Why are people going online?
  • Benefits of digital marketing
  • What does digital marketing consist of?
  • How digital marketing evolved
  • Search engine optimization (SEO)
  • Pay per click (PPC)
  • Social media Marketing (SMM)
  • Digital marketing measurement

What is digital marketing?

  • Digital marketing is the process of building
    and maintaining customer relationships through
    online activities to facilitate the exchange of
    ideas, products, and services that satisfy the
    goals of both parties.

Why are people going online?

  • For information on a new product, service or
  • If they have a question
  • If they are looking for help
  • If they want more information on certain
    individuals or organizations
  • Meeting attendants
  • Business contacts
  • General information
  • New employees
  • Available jobs
  • Etc.
  • With the constant growth of the web, and more
    people getting connected every day, digital
    marketing has become a necessity for many
    organizations. This also includes small
    businesses that wants to trade online and make a
    name for themselves on the web.

There are many benefits of digital marketing Over
traditional marketing.

  • Puts the consumer in control
  • Provides convenience
  • Increases satisfaction
  • Drives brand loyalty
  • Reduces the selling cycle
  • Reduces the cost of sales
  • Builds your brand
  • Provides targeted results
  • It is measurable
  • Cost effective

What does digital marketing consist of?

  • Website design
  • Search engine optimization (SEO)
  • Pay per click (PPC)
  • Social media marketing (SMM)
  • Email marketing
  • Display advertising (banner ads)
  • Affiliate marketing
  • Content marketing
  • Online reputation management (ORM)

Digital marketing objectives

  • One way to make sure you are found on the web is
    with an optimized digital marketing strategy.
    Most digital marketing strategies and campaigns
    have following 5 objectives.
  • Reaching the right audience
  • To engage with your audience
  • To motivate your audience to take action
  • Efficient spending on your campaign
  • Return on investment (ROI)
  • Digital marketing goal
  • Digital marketing is about generating sales
    and/or capturing leads from customers that are
    searching on the Internet for answers.

How digital marketing evolved over the years

  • Back in the day, it was all about search engine
    optimization (organic search)
  • Build a website
  • Apply the art of on and off page SEO to your
    website, you build links, you build more links,
    and you build even more backlinks, focus on the
    meta-tags, content, etc.
  • You hope it shows up in Google someday
  • You hope it displays on the results with the
    right keywords (what people are typing in when
    they search)
  • It was like fishing and hoping you will get a
  • With SEO, PPC was born (paid search)
  • Googles AdWords (3 line ads that show up on the
    right/top of search engine results)
  • Microsofts AdCenter
  • Yahoos search marketing (Overture)
  • Build ads around keywords and pay for everyone
    that clicks the ad and visits your site

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Search engine optimization (SEO)

  • Search engine optimization (SEO) is the process
    of getting traffic from the free, organic,
    editorial or natural listings on search
  • All major search engines such as Google, Yahoo
    and Bing have such results, where web pages and
    other content such as videos or local listings
    are shown and ranked based on what the search
    engine considers most relevant to users. Payment
    isnt involved, as it is with paid search ads.

Advantages of search engine optimization (SEO)

  • Your website will be found
  • Improve your competitive edge
  • Expand your customer base and target audience
  • Cost effective
  • Long term standings
  • Free traffic
  • Targeted traffic
  • Higher sales (ROI)
  • Global reach
  • All the results can be measured
  • Better conversion (sales)
  • Pull marketing
  • Increased visibility
  • Your own 24 hour marketing team and shop front

Disadvantages of search engine optimization (SEO)

  • Often, websites are never indexed by the search
  • After sites are indexed, often they are not
    indexed for specific keyword(s)
  • Website owners have no idea which search terms
    would really be best to drive traffic
  • Fresh content is very important, but hard to keep
    up with
  • Domain age plays a role
  • Its hard work and time consuming
  • No one really understands how Google works
  • If your competition is high, it gest more
  • Takes a long time to see the best results
  • Gestation period is long
  • On going process

Basic search engine optimization (SEO) strategy

  • Research, research, research, research, etc
  • Keyword research (what keywords are you going to
  • Build a kick ass website (Ryan and co)
  • Make SEO friendly URLs (anton-is-cool instead of
  • Unique and relevant titles on every page
  • Write for users
  • Optimize content to include keywords (use
    selected keywords once every 100 words)
  • Create great unique content (content is king)
  • Use your keywords as anchor text when linking
  • Use alt text title text in links
  • Name images to what they represent (add alt text
    title text)
  • Build links intelligently (link smartly)
  • Create a sitemap (submit to Google and Bing
    webmasters htmlXML)
  • Include website analytics (Google Analytics)

What is pay per click (PPC)?

  • Pay per click (PPC) is a type of sponsored online
    advertising that is used on a wide range of
    websites, including search engines, where the
    advertiser only pays if a web user clicks on
    their ad. Hence the title, 'pay per click'.
  • Advertisers place bids on keywords or phrases
    that they think their target audience would type
    in a search field when they are looking for
    specific goods or services.

Advantages of pay per click (PPC)

  • Very fast
  • Get targeted visitors within hours (sometimes
  • Provides a path for search engine optimization
  • Can yield highly profitable results
  • Great testing platform and can be highly targeted
  • Time of day
  • Geographic area
  • Keywords and phrases
  • Content network (Google)
  • Immediate feedback
  • No estimation
  • Easy implementation
  • Flexible

Disadvantages of pay per click (PPC)

  • Missing bulk of the traffic (focusing only on
    selected keywords)
  • No guarantees
  • Heavy competition
  • Less trusted
  • Expensive
  • Complicated
  • Click fraud
  • You pay regardless to any sales
  • Bidding war
  • Competitive keywords demands higher bids
  • Restricted to text and image ads
  • Traffic stops when you stop paying

Basic pay per click (PPC) strategy

  • Research, research, research, research, etc
  • Keyword research (what keywords are you going to
  • Choose which demographic you are going to target
  • Location, location, location
  • Make an offer they cant refuse in your PPC ad
    (SEO Copywriting)
  • You can go mobile
  • Be dynamic
  • Utilize long tail keywords
  • Timing is everything
  • Create dedicated landing pages with CTAs
  • A home page is not a landing page
  • Research all the keyword generators
  • Review your Google quality score
  • Has to be 7/10 to be displayed

What is Social media marketing (SMM)?

  • Social media is a medium and the medium is only a
    vehicle that amplifies social behaviour.
  • The medium is an instrument on communication,
    like a newspaper or a radio, so social media
    would be a social instrument of communication.

Advantages of social media marketing (SMM)

  • Better targeting
  • High return on investment (ROI)
  • Does not require specialization or vast technical
  • Increased visibility
  • Targeted traffic
  • Content promotion
  • Helps with PR
  • Fun way to do business
  • Ability to go viral
  • Expedites online brand development
  • Cost effective (only time and effort)
  • Market research (what are your customers talking
  • Create relationships with your customers
  • Campaigns has the ability to drive huge amounts
    of traffic
  • Supports traditional and other digital marketing

Disadvantages of social media marketing (SMM)

  • Wrong strategy can hurt your reputation
  • More time consuming than SEO and PPC
  • Interaction is needed at each location point
  • No short term ROI
  • No clear definition of social media ROI
  • Risk of negative comments
  • ORM processes are needed for big social media
    marketing campaigns.
  • Negative influence on worker productivity
  • Everything is public
  • Commit resources
  • Ineffective use brand credibility loss

Basic social media marketing (SMM) strategy

  • Social media (Web 2.0) technologies (Twitter,
    Facebook, YouTube, Pinterest, LinkedIn)
    consistenly changes all the time and your SMM
    strategy should NEVER start with the technology
    part of it. The POST method is an excellent
    starting point for any SMM campaign.
  • The POST method stands for People, Objectives,
    Strategy, Technology, and this method helps to
    address the burning question of should my
    company have a social media marketing strategy?
  • POST Method
  • People Do you know who your target audience is?
    What are their demographics and interests?
  • Objectives What do you want to accomplish with
    your social media marketing campaign?
  • Strategy How will things be different after you
    launch your social media marketing campaign?
  • Technology What social media channels are you
    going to use?

Digital marketing measurement

  • Calculation
  • ROI (return on investment) (Payback -
  • Many tools and systems are available to calculate
    your ROI and to measure the effectiveness of your
    digital marketing campaign.
  • ROI tools
  • Google analytics
  • Google webmasters tools
  • Basic google search
  • Google AdWords
  • Social media monitoring tools
  • Sentiment analysis tools

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