Faculty Of Engineering Suez
University
Mechanical Department
Digital Marketing
Digital marketing: is the use of digital channels and technologies to promote a
brand, product or service and reach and engage with target audiences. It
encompasses a wide range of marketing activities that leverage digital media
and devices, including websites, search engines, social media, email, mobile
apps, display advertising, video marketing, and content marketing.
Team Member:
1) Mohamed Medhat Abdallah
2) Ahmed Hassan Soliman
3) Marwan Mahmoud Hassaan
4) Mahmoud Elsaid Mohamed
5) Ali Abdallah Elaraby
Presented To:
Dr. Ahmed Elwakil
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Digital Marketing
Digital marketing: is the use of digital channels and technologies to promote a brand, product or service
and reach and engage with target audiences. It encompasses a wide range of marketing activities that
leverage digital media and devices, including websites, search engines, social media, email, mobile apps,
display advertising, video marketing, and content marketing.
But in many ways, digital marketing is no different than traditional marketing. In both, smart
organizations seek to develop mutually beneficial relationships with prospects, leads, and customers.
The types of digital marketing:
There are many types of digital marketing in real life, here are a few of them.
1. Pay-Per-Click (PPC)
Pay-per-click (PPC) marketing, also called search advertising, is a type of digital marketing that
empowers you to pay only for the clicks you get on your ad. PPC campaigns involve a thorough search
and analysis of keywords relevant to your product or service. You can use applications such as Google
AdWords or Google Keyword Planner for your keyword research.
Among the most common types of PPC providers is Google Ads.
The quality score of your website will determine whether you get a spot on Google’s search engine
results pages (SERPs).
Other channels that use PPC include Sponsored Messages on LinkedIn and paid Facebook ads.
2. Search Engine Optimization (SEO)
SEO utilizes tactics that help you rank higher on SERPs so you can reach more potential customers.
On-page SEO is everything you do on your website to win clients including engaging content and great
website design.
Off-page SEO is everything you do outside the website including the use of backlinks. SEO can help
you optimize your digital presence and increase conversion rates when you act as a blogger for your
website’s content.
3. Email Marketing
Email marketing is a fantastic way to boost interest and awareness from potential clients that already
like your business enough to join your mailing list.
A smart digital marketer uses a variety of marketing channels to add leads to their email list. To build
an email list, you need to create engaging content for your target customers so they can see the value of
hearing what you have to say.
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When you send out emails to the people on your email list, you need to write enticing subject lines
and define the best time to send emails.
The contents of your emails can be:
• General newsletter information from your business
• New product and or service announcements
• Special event invitations.
• Coupons and special offers
The idea is to use your emails to nurture your client relationships and improve customer retention.
4. Video Marketing
Video is a wonderful medium for conducting a marketing campaign that showcases your products or
services. High-quality video content helps increase customer engagement and boosts website traffic.
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YouTube is the second most popular search engine after Google with more than two billion users. Lots
of potential customers search for information on YouTube before making a purchasing decision.
You can use video marketing on YouTube or Facebook to demonstrate products or services and
educate your viewers.
5. Social Media Marketing (SMM)
Social media has dominated digital media lately. According to Statista, as of 2021 there are 3.78
billion social media users worldwide.
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Popular social media channels include:
• Instagram
• Twitter
• LinkedIn
• YouTube
• Pinterest
• Facebook
The greatest benefits of social media are its accessibility and affordability. When you market on these
platforms, your aim should be to create brand awareness and build social trust among your followers
and the wider digital population.
If you have a WordPress website, you can streamline your digital marketing and increase engagement
by adding social media plugins to your web pages.
6. Affiliate Marketing
When you do affiliate marketing, you don’t directly promote your products or services. Instead, you
incentivize other content creators (affiliates) to advertise your product. You give affiliates a unique link
and whenever a reader clicks on it and makes a purchase, the content creator earns a commission.
Many companies, including Bluehost, offer affiliate programs. It’s an easy way to outsource your
digital marketing without an upfront cost.
7. Content Marketing
Content marketing involves creating assets that answer specific questions in a user’s mind.
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Your content might include:
• Webinars
• Blogs
• Online tutorials
• E-books
• Infographics
• Podcasts
Your content marketing efforts should be geared towards providing high-quality content and relevant
resources to your audience. You don’t want your content to feel like an advertisement. Instead, help
people solve their problems and make decisions as they experience your brand.
How to do digital marketing?
1. Define your goals.
When you get started with digital marketing, it's critical to identify and define your goals since you’ll craft
your strategy with them. For instance, if your goal is to increase brand awareness, you might want to
focus on reaching new audiences via social media.
2. Identify your target audience.
We've mentioned this before, but one of the biggest benefits of digital marketing is the opportunity to
target specific audiences – however, you can't take advantage of that benefit if you haven't
first identified your target audience.Of course, it's important to note your target audience might vary
depending on the channel or goal(s) you have for a specific product or campaign.
3. Establish a budget for each digital channel.
Your budget will depend on the elements of digital marketing you use.
If you're focusing on inbound techniques like SEO, social media, and content creation for a pre-existing
website, the good news is you don't need a big budget at all. You can aim to create high-quality content
your audience will want to consume, where the only investment you’ll need is your time.
4. Create engaging content.
Once you know your audience and have a budget, it's time to start creating content for the various
channels you will use. This content can be social media posts, blog posts, PPC ads, sponsored content,
email marketing newsletters, and more.Of course, any content you create should be interesting and
engaging to your audience because the point of marketing content is to increase brand awareness and
improve lead generation.
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5. Conduct keyword research.
Digital marketing is all about reaching targeted audiences through personalized content — all of which
can't happen without effective keyword research.
Conducting keyword research is critical for optimizing your website and content for SEO and ensuring
people can find your business through search engines. Additionally, social media keyword research can
also help market your products or services on various social channels.
What does a digital marketer do?
The basic role of a digital marketer is to generate leads and build brand recognition using various types
of digital marketing strategies, including:
Social media
Websites
Online advertisements
Email marketing
A digital marketer should understand how digital marketing works across the digital channels they are
using. Let’s explore some of the topics digital marketers need to understand.
Basic Video Editing
Apart from improving your rank on Google’s SERPs, videos can improve user engagement. A solid
understanding of how to edit and write video scripts is crucial.
Search Engine Marketing (SEM)
It’s important to have a deep understanding of how search engine marketing (SEM) works. You also need
to be fluent in SEO best practices to maximize your online marketing efforts.
Content Marketing
Online marketing is virtually impossible without valuable content. A digital marketer should understand
all aspects of online media and why high-quality content is important to successful marketing campaigns.
Digital marketers ensure virtual content is truly useful and relevant to solve your customers’ issues.
Don’t forget: SEO engines rank better quality webpages and information higher in the SERPs.
Data Analysis
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It is crucial that digital marketers not only understand how to generate and gather data but also how to
analyze and use the information. Base your decisions on consumer behavior and you’ll make better
choices on website optimization, attracting new customers, and retaining current customers.
Digital Technologies
A digital marketer must understand how to use various aspects of technology in marketing. They should
also stay informed about the latest changes and adapt quickly to new standards.
Skills with content management systems (CMS), coding, and an assortment of digital marketing tools and
services can make a digital marketer especially well-suited for their job.
What Businesses Does Digital Marketing Work For?
The type of digital marketing you use will depend on whether your target audience is a business or an
individual consumer. Regardless of the target customer, you can use digital marketing to market your
brand.
Business-to-Business (B2B)
B2B digital marketing means a business markets its products and services to other businesses. You’re
dealing with individuals making a purchase for their organization rather than their own consumption.
When software as a service (SaaS) companies sell software to other businesses it’s an example of how
digital marketing works for B2B organizations.
Business-to-Consumer (B2C)
B2C marketing promotes products or services for personal use. This strategy also focuses on driving
traffic to your website, generating leads and converting them into customers. An example of this type of
digital marketing is an online store that sells men’s and women’s shoes.
Getting started with digital marketing.
You’re probably wondering where to begin and how you are going to become a fabulous digital marketer.
There is no fixed way to start digital marketing — you have to be flexible and innovative.
But here are a few ideas to help you get started:
Set goals: Have an end in mind. What do you want to accomplish with your digital marketing strategy?
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Identify your target customer: Customize your content to various target audiences. Your target audience
could differ with age, gender, or interests.
Determine a marketing budget: Figure out how much money you intend to spend on your digital
marketing.
Create and optimize your content: Develop content for the specific channel you’re going to use. Whether
it’s a PPC ad or social media post the content should be relevant and engaging.
Optimize your digital marketing assets for mobile devices: Adopt a mobile-first strategy, especially if
you’re a B2C marketer. Figure out how to optimize your website for mobile devices.
Do keyword research: Without keyword research, it’s hard for search engines to find your business.
Revise your strategies if necessary: If you’re already using digital marketing channels, think of areas that
could need adjustments.
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Pros and Cons of Digital Marketing with Valuable Data Points
Pros Cons Additional Data
Cost-effective Technical Digital ad
knowledge and spending
skills required reached $455.30
billion in 2020
Reach a large High competition Average click-
audience through rate for
Facebook ads is
0.9%
Target specific Privacy concerns In 2020, Google
demographics and data security faced a $5 billion
risks GDPR fine
Customizable and Potential for ad Average
flexible fatigue conversion rate
for e-commerce
is 2.86%
Real-time results Difficulty in Only 22% of
and analytics measuring ROI businesses are
satisfied with
their ROI
Easily track and Ad blockers can Ad-blocking
adjust campaigns limit reach increased by
10% in 2020
Enhance customer Affected by 89% of
engagement and algorithm updates marketers use
interaction Facebook for
their campaigns
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