Introduction To Digital Marketing

Digital Marketing Overview
Task
• Each slide focuses on a different aspect of
Digital Marketing.
• In groups, brainstorm the answers to each
question.
• Draw from your own knowledge to elaborate the
concepts presented (YOU are the marketing
experts!)
• Make note of key vocab items in red.
Key points
 What is digital marketing?

 Why are people going online?
 Benefits of digital marketing
 What does digital marketing consist of?
 Search engine optimization (SEO)
 Pay per click (PPC)
 Social media Marketing (SMM)
 Digital marketing measurement
 How digital marketing evolved
Defition
What is digital marketing? (brainstorm)
“Digital marketing” is the process of building and maintaining customer

relationships through online activities to generate sales and/or capture
customers that are searching on the Internet for answers.
Why are people going online? (brainstorm)
Why are people going online?
 For information on a new product, service or location
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 want to trade online and make a name for themselves on the
web.
The web is crowded with information. If you have a website, how can these people reach
you? What are the benefits of digital marketing?
What are the benefits of digital marketing? (brainstorm)
Over traditional marketing *
 Puts the consumer in control

 Provides convenience
 Drives brand loyalty
 Reduces the selling cycle
 Builds your brand
 It is measurable
 It is cost effective
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 5 objectives: (brainstorm)
1. Reach the right audience

2. Engage with your audience
3. Motivate your audience to take action
4. Ensure efficient spending on your campaign
5. Maximize return on investment (ROI)
What does digital marketing consist of? (brainstorm)
Key components
 Website design (user experience)

 Search engine optimization (SEO)
 Pay per click (PPC)
 Social media marketing (SMM)
 Email marketing
 Display advertising (banner ads)
Let’s look more closely at some of these key

components.
What is search engine optimization (SEO)? (brainstorm)
SEO definition
Search engine optimization (SEO) is the process of

getting traffic from the “free,” “organic,” or “natural”
listings on search engines.
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 isn’t involved, as it is
with paid search ads.
What is pay per click (PPC)? (brainstorm)
PPC definition
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)? (brainstorm)
 Very fast
 Get targeted visitors within hours (sometimes minutes)
 Can yield highly profitable results
 Great testing platform and can be highly targeted
 Time of day
 Geographic area
 Keywords and phrases
 Immediate feedback
Disadvantages of pay per click (PPC)?
 No guarantees
 Heavy competition
 You pay regardless of any sales
 Competitive keywords demand higher bids
 Restricted to text and image ads
 Traffic stops when you stop paying
What is Social media marketing (SMM)? (brainstorm)
Social media marketing definition
Social media is a medium or

instrument for communication, like a
newspaper or a radio.
Social media = a social instrument of

communication.
Advantages of social media marketing (SMM)?
 Targeted traffic
 High return on investment (ROI)
 Does not require specialization or vast technical skills
 Ability to go viral therefore high visibility
 Cost effective (only time and effort)
Disadvantages of social media marketing (SMM)?
 More time consuming than SEO and PPC

 No short term ROI
 Everything is public
 Ineffective use = brand credibility loss
Digital marketing measurement
ROI (return on investment)
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 Twitter:
tools @AntonRSA
 Blog: http://www.antonkoekemoer.com
Basic google search
 Google adwords
 Social media monitoring tools
How has digital marketing evolved over the years?
Back in the day, it was all about …..
 Build a website
 Build links, build more links, and build even more backlinks
 Hope it shows up in Google someday
 Hope it displays on the results page with the right keywords (what people are typing in when they
search)
 It was like fishing and hoping you will get a catch.
With SEO, PPC was born – (pay per click)
 Build ads around keywords and pay for

everyone that clicks the ad and visits your site
 Eg. Google’s Adwords (3 line ads that show up
on the right/top of search engine results)
 Microsoft’s Adcenter
 Yahoo’s search marketing (Overture)

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Digital Marketing Overview

 What is digital marketing?

What is digital marketing? (brainstorm)

“Digital marketing” is the process of building and maintaining customer

 For information on a new product, service or location

Over traditional marketing *

 Puts the consumer in control

1. Reach the right audience

 Website design (user experience)

Let’s look more closely at some of these key

Search engine optimization (SEO) is the process of

All major search engines such as Google, Yahoo and

Pay per click (PPC) is a type of sponsored online advertising

Advertisers place bids on keywords or phrases that they think

Social media marketing definition

Social media is a medium or

Social media = a social instrument of

 More time consuming than SEO and PPC

ROI (return on investment)

Back in the day, it was all about …..

With SEO, PPC was born – (pay per click)

 Build ads around keywords and pay for

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