Lec 3 0 4 Digital Marketing

Digital marketing
A.Definition :
•It’s process of using digital media channels to connect with consumer and spread awareness
about Your business and products or services
• refers to any marketing methods conducted through electronic devices
B. Advantage :
1.Expand your reach.
2.increase customer loyalty and Engagement

3. Cost effective
4. Analyse Your compititor
5. Measurable results
6. Flexibility , visibility
C. Disadvantages :
1. Skills and Training (knowledge and experience)
2. Time consuming
3.high competition
4. Complaint and Feedback
5. Security and privacy
D. Foundation :
1. paid :
•Pay per click (PPC)
• Display Ads
• Paid social , influencers

2. Earned ( words of mouth) :
• Reviews
• media Coverage
• Mentions
• shares
3. Owened ( Your ) :
• website
• Blog
• profiles , Social page .
• Email
E . Channels:
• Social media :
-Insta (Visual orianted , short video and photos, teen-ager)
-YouTube ( Long video)
-Linked in ( business orianted, long term content )
-Pinterest ( creative, Diy)
-Twitter ( microblogging , short message)
-Snapchat ( Young audience)
5 pillars: ( Strategy, Planning and publishing, Engagement, Analytics, Advertising)

• Search engine optimization( SEO ) :
Benifits:
Boost online visibility, increase website traffic, put you ahead of The competition
How it Work :
• Crawling • indexing • Ranking
What should You measure :
• key words
• Traffic
• Market share
• Reputation
• E commerce
• Brand awareness
• lead generation
• PPC Advertising
The advertiser pays fee to have your website on the search engine results page (SERP) . when someone
type in specific keywords to the search engine , The SERP will display the ads and you pay fee each time
one of their ads is clicked .
• Content Marketing :
Make valuable and awareness about My product.
Why (objective) :
•SMART (Specific , measurable, Achievable, Relevant , Time- based ) .
•Market obj : (Development, Growth, Gain , Keep , Lead , Confrontation, Support)
Who ( Target audience) :
• Demographic (age , gender, income , Education, Religion, nationality)

• Geographic ( Region country size , population density, climate)
• psychographic ( social class , lifestyle, personality)
• Behavioral ( purchase occasion , loyalty status, Readiness status , Attitude)
What ( content Type ) :
• ( News , Personal , Awareness , Educational , Art , Promotion , Loyalty, Governmental).
How ( Research)
Where (channels)
When ( calendar )
TYPES : ( image, video, reels, Graphs , GIFS , MeMes , webinar , E-book)
Need to be Good in : ( Grammar , interestsd in deep search, knowledge Your topic , writing style,
Knowledge of SEO , know Your key words, learn the audience Targeting , Edit , Art of Creating Awesome
subheadings “ self description , easy to read , rewrite headline” )
• Video Marketing :
Is the use of video content to promote a brand, product or service and it’s educates Your audience
effectively and helps increase engagement on social and digital channels.
Advantage: increase engagement , rapidly reach to mobile ( Easy to share ) , build trust , Boost brand
recognition ( customer Not easy forget your product) .
Type: ( Brand , Educational, Animated , Live , 360°& virtual reality , Expert , Event , Demo , Explaining ,
Sponserd , personalizes messages )
Strategy : ( Resources , story ’’ moral '’ , plan your audience , place and time , platform )
• Influencer Marketing :
Using endorsement and product Mentions From influencers individuals eho have dedicated social
following and are Viewed as experts within their niche.
• Affiliate Marketing :
Model in which a company compensates third-party partners for promoting products and Services and
generating business. ( Ex. Amazon)
Type: ( web master , Influencer , blogger , social media page owners, Email list owners) .
• E mail advertising
F. 5Ss Goal :
• Sell : Grow Sales
• Serve : Add Value
• Speak : Get closer to customers
• Save : Save cost
• Sizzle : Extend the brand online
G. Strategic Approach :
Define Your audience , Set measurable goals , Develop Your plan , optimize Your website, Use data
H .Buyer funnel :
(Discover , interest , Appraisal , Confirmation , Conversion , Consideration , loyalty , Advocacy )

I .Data Analysis & Reports :
• Data Wrangling ( Extract > Clean ) > Data Analysis ( Explore > Analysis > Share )
• Common mistakes :
( ‫ نوع الرسم البياني غير مهم‬، ‫ ما الذي يضرنا إت أضفناه‬، ‫ نعرض كل ما هو موجود‬، ‫ افضل‬، ‫)األكثر‬
.RACE Model : A Methodology carried out by companies with the aim if having a strategic action
plan.
• plan ( define your goals and strategy)
• Reach ( Grow Your audience using paid , organic and digital media)
• Act ( promote interactions to encourage subscribes and leads )
• Convert ( Achieve sales online or offline)
• Engagement ( Encourage repeat business and advocacy)
.RABOSTIC Model :
• Research and Analysis
• Audiences
• Budget
• objective
• strategy
• Tactics
• implementation
• Control
.CROP Model:
Call ( For small business owners)

Results ( who sell online and want to attract more customers)
Offer ( check out my signature business growth program called “ Marking Executive '’ )
Proof ( My student were able to double their profits using this steps system)
CTA ( Find More details here : https:/ABC)
. AIDA Model :
Attention: Your customers become Aware of the product
Interest : Customers become interested in learning More details about Your product
Desire: Your customers preference to purchase your product
Action : Your customers intent to purchase the product
. KPIs ( key performance indicators) :
Evaluate the success of an organization or of a praticular activity)
J . Building Your Digital marketing Campaign:

1. Build a good website
2. Tell a story
3. Follow a trend
4. Add value to your customers
5. Produce a Creative content
6. Consider Emotional content
7. Have A clear message.
Comparison Traditional Digital
Definition Utilize T.v , Magazine Fir Use internet and social media for
Advertising advertising
Engagement Low High
Conversion Slow Extremely fast
Natural Static Dynamic
RID Measure Not easy Simple
Effectiveness More expensive Less expensive

Less effective More effective
Targeting Standardized Customized
Tracking Not possible Possible
Reach Local Global
Tweaking Not possible Possible
Results Slow Quick and live results
Communication One way communication Two way communication
Interruptions Not easy to Easy to skip

Digital trend :
• E commerce:
• E government
• FinTech
• Platforms
• IOT
• AI

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Digital marketing

• refers to any marketing methods conducted through electronic devices

1.Expand your reach.

2.increase customer loyalty and Engagement

1. Skills and Training (knowledge and experience)

5. Security and privacy

• Paid social , influencers

• profiles , Social page .

-Insta (Visual orianted , short video and photos, teen-ager)

-YouTube ( Long video)

-Linked in ( business orianted, long term content )

-Pinterest ( creative, Diy)

-Twitter ( microblogging , short message)

-Snapchat ( Young audience)

5 pillars: ( Strategy, Planning and publishing, Engagement, Analytics, Advertising)

• Crawling • indexing • Ranking

What should You measure :

Make valuable and awareness about My product.

•SMART (Specific , measurable, Achievable, Relevant , Time- based ) .

•Market obj : (Development, Growth, Gain , Keep , Lead , Confrontation, Support)

Who ( Target audience) :

• Demographic (age , gender, income , Education, Religion, nationality)

What ( content Type ) :

• ( News , Personal , Awareness , Educational , Art , Promotion , Loyalty, Governmental).

TYPES : ( image, video, reels, Graphs , GIFS , MeMes , webinar , E-book)

• Sell : Grow Sales

• Serve : Add Value

• Speak : Get closer to customers

• Save : Save cost

• Sizzle : Extend the brand online

(Discover , interest , Appraisal , Confirmation , Conversion , Consideration , loyalty , Advocacy )

• plan ( define your goals and strategy)

• Act ( promote interactions to encourage subscribes and leads )

• Convert ( Achieve sales online or offline)

• Engagement ( Encourage repeat business and advocacy)

Call ( For small business owners)

CTA ( Find More details here : https:/ABC)

Attention: Your customers become Aware of the product

Desire: Your customers preference to purchase your product

Action : Your customers intent to purchase the product

. KPIs ( key performance indicators) :

Evaluate the success of an organization or of a praticular activity)

J . Building Your Digital marketing Campaign:

Engagement Low High

Conversion Slow Extremely fast

Natural Static Dynamic

RID Measure Not easy Simple

Effectiveness More expensive Less expensive

Targeting Standardized Customized

Tracking Not possible Possible

Reach Local Global

Tweaking Not possible Possible

Results Slow Quick and live results

Communication One way communication Two way communication

Interruptions Not easy to Easy to skip

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