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Certified Digital Marketing Professional - Session 01

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Faraz Aleem
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27 views13 pages

Certified Digital Marketing Professional - Session 01

Uploaded by

Faraz Aleem
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CERTIFIED DIGITAL

MARKETING
PROFESSIONAL
Session 01
Outline
What is Digital Marketing?
• Definition and Importance
• The scope and future of digital marketing
Traditional vs. Digital Marketing
• Traditional marketing methods
• Digital marketing methods
• Which approach works better and why?

Key Digital Marketing Channels


• Overview of major digital marketing channels
• SEO (Search Engine Optimization)
• SEM (Search Engine Marketing)
• Social Media Marketing
• Content Marketing
• Email Marketing
• Influencer and Affiliate Marketing
What is Digital Marketing?
◦ Digital Marketing is a newer concept that defines doing marketing
efforts on Digital Channels.
◦ Digital Channels are basically any means of communication that
are able to broadcast to larger audiences, allow for response and
allow interactions between the receivers of the message.
◦ Digital Channels include Websites, Email, Social Media, Search
Engines, Mobile Apps, etc.
◦ Activities that are common in digital marketing include Social media
Marketing, Paid Search Marketing, Search Engine Optimization,
Email Marketing, Mobile Marketing etc.
Importance of Digital Marketing?
◦ Global Reach: Digital marketing allows businesses to connect with
audiences across the globe, unlike traditional marketing which may be
limited by geography.
◦ Cost-effective: Running digital marketing campaigns is often cheaper
than traditional marketing methods.
◦ Measurable Results: Through analytics tools, businesses can track
campaign performance, adjust strategies in real-time, and make data-
driven decisions.
◦ Customer Engagement: Digital marketing enables two-way
communication with customers, allowing brands to engage directly with
their audience through comments, shares, and likes.
Examples of Digital Marketing

Nike:
◦ A blend of inspirational content and influencer marketing on
platforms like Instagram and YouTube.

Coca-Cola:
◦ Their "Share a Coke" campaign used digital marketing to
personalize bottles, generating massive engagement on social
media.
Practical Exercise – 15 Minutes
◦ Select a brand you follow (e.g., Honda, Dell, Microsoft).
◦ Research the brand's online (digital) presence (social media, website).

◦ Questions to Answer:
◦ What digital channels does the brand use? (Website, Social Media, any other?)
◦ How does the brand engage with its audience online?
◦ What type of content does the brand post (videos, blogs, ads)?
Traditional Marketing
◦ Refers to marketing efforts that existed before the internet.
Examples include print ads, billboards, TV, and radio.
Advantages:
◦ Tangibility (physical media like newspapers, flyers).
◦ Broad reach in certain demographics (older generations, local markets).

Disadvantages:
◦ Expensive (ad space, TV commercials).
◦ Difficult to measure effectiveness in real-time.
◦ Limited interactivity with audiences.
Digital Marketing
◦ Refers to marketing efforts using online channels to reach consumers. It
includes SEO, SEM, social media, email, etc.
Advantages:
◦ Cost-effective, scalable campaigns.
◦ Measurable results with analytics.
◦ Real-time feedback and engagement.
◦ Global reach.
◦ Targeting specific audiences (demographic, behavioral).

Disadvantages:
◦ Constantly changing algorithms (SEO, social media).
◦ Requires technical expertise and consistent effort.
Head 2 Head
Aspect Traditional Marketing Digital Marketing
Cost Expensive More cost-effective
Reach Local/national Global
Measurability Hard to measure Easily measurable with tools
Engagement One-way (broadcast) Two-way (interactive)
Flexibility Less flexible (hard to change) Highly flexible
Personalization Low High (personalized ads/emails)

Which one is BETTER?


Practical Exercise – 20 Minutes
◦ Select a brand you follow (e.g., Honda, Dell, Microsoft).

◦ Compare its traditional TV/print ad with a digital ad (YouTube ad or Instagram ad).

◦ Questions to Answer:
◦ How does the audience engage with each ad?
◦ Which ad is easier to track for results and why?
◦ Which ad would you prefer to use if you had a limited budget?
Key Digital Marketing Channels
Search Engine Optimization (SEO)
◦ The practice of improving a website’s visibility in search engines
(e.g., Google, Bing, Yahoo) through organic (non-paid) results.
Techniques:
◦ On-page SEO: Optimizing content, meta tags, URLs, and keyword usage.
◦ Off-page SEO: Building backlinks, social media promotion.
Example:
◦ Ranking on the first page of Google for “best digital cameras” can
significantly increase traffic to a website.
Key Digital Marketing Channels
Search Engine Marketing (SEM)
◦ Paid advertising on search engines like Google Ads.
Techniques:
◦ Pay-Per-Click (PPC)
◦ Cost-Per-Impression (CPM)
Example:
◦ A company paying to appear at the top of Google search results for the
keyword "best running shoes“.
Key Digital Marketing Channels
Social Media Marketing (SMM)
◦ Using social media platforms (Facebook, Instagram, Twitter) to
promote a brand, build relationships, and engage with customers.
Techniques:
◦ Organic posts
◦ Paid ads (targeted by age, interests, location)
◦ Influencer marketing
Example:
◦ A fashion brand partnering with influencers on Instagram to promote
new clothing lines.

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