Chapter 1: What is digital marketing?

1-3

Chapter 2: Why digital marketing is so

important?
3-5

Chapter 3: What is digital marketing for? 5-6

Chapter 4: How does digital marketing work? 7-9

Chapter 5: What impact will digital marketing

have on the future?
9-10

conclusion 11

Reference 12

1
 Chapter: 1

What is Digital Marketing?

Digital marketing is the act of promoting and selling products and services by leveraging online
marketing tactics such as social media marketing, search marketing, and email marketing.
If you’re new to digital marketing, it may feel overwhelming.
We get that…

2
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. Now, think about the last important purchase you made. Perhaps you purchased a
home, hired someone to fix your roof, or changed paper suppliers at your office. Regardless of
what it was, you probably began by searching the Internet to learn more and find your best
options. Your ultimate buying decision was then based on the reviews you read, the friends and
family you consulted with, and the solutions, features, and pricing you researched. Today, most
purchasing decisions begin online. That being the case, an online presence is absolutely
necessary—regardless of what you sell.

Chapter: 2

Why digital marketing is so important

3
Digital marketing helps brands reach their target audience and promote their product or service.
While that’s the goal of a traditional marketing campaign too, digital marketing allows brands to
target a more specific or niche audience. Connecting with customers digitally helps build a wider
audience that trusts your brand. It’s particularly useful for small businesses, which can easily
leverage digital marketing tactics without the help of a marketing department or agency. 

As a side hustle, he wants to open up a small business. He creates an app named “Woof!” which
allows a person or company to simultaneously send an identical message across different
mediums—text, email, Facebook, and so on.

Since Ryan has a small marketing budget, he will rely on systems and processes that have
maximum reach with minimal investment. He will channel his resources towards awareness
building. Value-filled content will be sufficient to propel his business. He might not have an in-
house marketing department, so he will leverage social media through digital marketing agencies
or freelancers who specialize in these areas. He might take on the social media marketing aspect
himself.

As his small business expands, he might also outsource to a digital marketing company that will
handle content marketing and all the other pillars. Till then, he up skills with these free online
marketing classes and learns how to become a digital marketing manager on his own.

To market his app, he can do the following:

1. Content marketing. Ryan can create written content—such as blogs and guides—about

his product. He could also launch a YouTube channel featuring product demos. These
kinds of content allow people to better understand the value of his product.
2. Search Engine Optimization (SEO). Ryan has all this content now, but it’s lost in the
abyss of online searches. He looks at what his target customers are looking up online
when searching for communication tools like his. So he uses these search terms as
keywords to optimize his website, in the hopes of his content ranking higher. 

3. Email marketing. Ryan then identifies a sizable list of prospective customers interested

in buying his product. He creates an email list so that he can send information and
resources related to his product. 

4. Advertisements. Ryan has been relying on creating and repurposing content to build his
pool of customers. He now wants to dip his toes in advertising, so he pays for ads to drive
traffic to his website. This will require a budget to buy ad space for text, video, and image
ads on websites or social media.

5. Social media marketing. Ryan has researched his audience and identified that they hang
out on only one social channel, Instagram. So he creates an Instagram business profile to
talk about his product without coming across as too “sales-y,” which helps him connects
with his audience more intimately.

4
6. Influencer marketing. Ryan may use his influencer friends like Kelly, Pam, and Andy to
promote his brand. Pam is a business communications consultant and is assisting her
audience with using innovative communication tools. She recommends Ryan’s product to
her followers, who flock to his website to buy the product using Pam’s referral code. Pam
gets a commission.

Chapter: 3

What is digital marketing for

5
 Digital marketing can work for any business in any industry. Regardless of what your
company sells, digital marketing still involves building buyer personas to identify your
audience's needs, and creating valuable online content. However, that's not to say all businesses
should implement a digital marketing strategy in the same way.
B2B Digital Marketing:

If your company is business-to-business (B2B), your digital marketing efforts are likely centered
on online lead generation, with the end goal being for someone to speak to a salesperson. The
goal of your marketing strategy might be to attract and convert the highest quality leads for your
salespeople via your website and to support digital channels. 

Beyond your website, you'll probably choose to focus your efforts on business-focused channels
like LinkedIn, where you’re demographic is spending their time online.

B2C Digital Marketing

If your company is business-to-consumer (B2C), depending on the price point of your products,
it's likely that the goal of your digital marketing efforts is to attract people to your website and
have they become customers without ever needing to speak to a salesperson.

You're probably less likely to focus on ‘leads' in their traditional sense and more likely to build
an accelerated buyer's journey from when someone lands on your website to when they make a
purchase. This can mean that your product features are higher up in the marketing funnel than it
might be for a B2B business, and you might need to use stronger calls-to-action to inspire
purchases.

6
 Chapter:4

How does digital marketing work

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.

7
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

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.

8
 Chapter:5

What impact will digital marketing have on the future

Digital marketing will continue to grow in importance as more and more businesses move
online. The future of digital marketing is likely to include more personalization more use of
artificial intelligence and more focus on customer experience.

Digital marketing is evolving at a rapid pace and the future looks very promising. With new
technologies and platforms emerging all the time businesses will have more opportunities to
reach their target audiences than ever before. There will be more focus on personalization data-
driven decision making and delivering a seamless customer experience across all channels.
Additionally, as more and more people gain access to the internet and social media businesses
will need to find ways to stand out in an increasingly crowded marketplace.

In the next decade, digital marketing will continue to evolve and become more sophisticated.
With the advent of new technologies like 5G and artificial intelligence, businesses will be able to
reach their target audiences more effectively than ever before. Additionally, as more and more
people get their news and information from online sources digital marketing will become an
increasingly important tool for companies to reach their customers.

9
Digital marketing is an essential part of any business nowadays. The trend is only set to continue
with more and more businesses relying on digital platforms to reach their target audiences. The
future of digital marketing lies in personalization and customization with businesses using data
to deliver highly relevant and targeted content to individual consumers. This will result in a more
engaging and effective user experience which will, in turn, lead to better results for businesses.

SEO, Data Analytics, and Artificial Intelligence in Digital Marketing:

SEO is a short form of “Search engine optimization”. It is a long-term marketing strategy

employed in order to improve a website's visibility and organic search results in Google and
other global search engines. Through optimizing the website’s content design architecture and
user experience; SEO strives to increase the quantity and quality of traffic to a site from global
search engines. Good SEO practices can have a significant impact on a website’s success helping
it to rank higher in search engine results pages and driving more traffic and leads.

CONCLUSION

We can see that almost all

businesses are having a
difficult situation during this
pandemic. When it comes to
shopping at brick-and-mortar
stores, people also are looking for

10
distinctive experiences rather
than simple items. Therefore,
advertising and customer
feedback is important to be added
in advertising on social media
platforms for brick-and-
mortar stores that want to
advertise their product or store
online. Malaysia is an urban
country and the country is
categorized as having one of the
high speed network penetration
rates in today’s region, which
promises the citizens a great e-
commerce market use in the

11
future. The powerful difference in
using digital marketing is that
digital marketing has more
appointed the customers as the
main objection, which gives the
customer full personalized
service such as responding to their
message and query thoroughly.
Generally it is a method
of providing high content use that
gives the opportunity to the search
engine to show the
content at top search pop up with
just a click of some certain
keyword.

12
The firms are aware of the
advantage of online business
especially when it involves
reducing the production cost where
the business is able to spend the
money on research
and development of the product
itself. During pandemic Covid-19,
many small businesses
have made the changes to
shift from brick-and-mortar to
online based because of the
situation whereby the operation
business is limited. Participating
in online facilities also

13
becomes a competitive
advantage especially when the
product is popular or highly
demanded during the pandemic
and they are able to expand their
business worldwide as it
does not involve the physical
location cost.
We can see that almost all businesses are having a difficult situation during this
pandemic. When it comes to shopping at brick-and-mortar stores, people also are looking for
distinctive experiences rather than simple items. Therefore, advertising and customer
feedback is important to be added in advertising on social media platforms for brick-and-mortar
stores that want to advertise their product or store online. Malaysia is an urban country and
the country is categorized as having one of the high speed network penetration rates in today’s
region, which promises the citizens a great e-commerce market use in the future. The powerful
difference in using digital marketing is that digital marketing has more appointed the customers
as the main objection, which gives the customer full personalized service such as responding to
their message and query thoroughly. Generally it is a method of providing high content use that
gives the opportunity to the search engine to show the content at top search pop up with just a
click of some certain keyword. The firms are aware of the advantage of online business
especially when it involves reducing the production cost where the business is able to spend the
money on research and development of the product itself. During pandemic Covid-19, many
small businesses have made the changes to shift from brick-and-mortar to online based
because of the situation whereby the operation business is limited. Participating in online
facilities also becomes a competitive advantage especially when the product is
popular or highly demanded during the pandemic and they are able to expand their business
worldwide as it does not involve the physical location cost.

14
15