DIGITAL MARKETING

MAME SALA DIOR DIENG Bachelor

CEO AFRIK DIGITAL GROUP
FOUNDER OF THE INCUBATOR « TOMORROW AFRIKA »
PRESENTATION OF THE DIGITAL MARKETING COURSE

Our digital marketing course will cover a range of topics, such as:
Search Engine Optimization (SEO): This topic will cover the principles and techniques
of optimizing a website or a web page to rank higher in search engine results pages
(SERPs). Students will learn about keyword research, on-page optimization, technical
SEO, link building, and how to track and measure the performance of an SEO
campaign.
Social Media Marketing: This topic will cover how to create, execute and measure the
performance of a social media marketing strategy. Students will learn about the
different social media platforms, how to create content, how to engage with
audiences, and how to measure the impact of social media efforts.
Email Marketing: This topic will cover the principles and techniques of email marketing
campaigns. Students will learn about email list building, segmentation, personalization,
subject lines, design and layout, and how to measure the performance of an email
campaign.
Online Advertising: This topic will cover the different types of online advertising and
how to create, execute and measure the performance of an online advertising
campaign. Students will learn about pay-per-click (PPC) advertising, display
advertising, video advertising, and programmatic advertising, as well as how to use
analytics tools to track the performance of an online advertising campaign
Content Marketing: This topic will cover the principles and techniques of creating,
distributing, and measuring the impact of content to drive profitable customer action.
Students will learn about the different types of content, how to create a content
marketing strategy, how to use different content formats, and how to measure the
performance of a content marketing campaign.
Web Analytics: This topic will cover how to track, measure and analyze data from a
website and digital marketing campaigns. Students will learn about different web
analytics tools, how to set up and configure them, how to use them to track website
visitors and conversions, and how to use the data to improve the performance of digital
marketing campaigns
Digital Marketing Strategy: A comprehensive approach to developing, implementing,
and measuring the success of a digital marketing plan, taking into account the specific
goals and target audience of the business.
Case studies: Examples of successful digital marketing campaigns and how to replicate
their success.
Final project: An opportunity for students to apply the knowledge they've learned to a
real-world scenario, such as developing a digital marketing strategy for a business.
 INTRODUCTION
Digital marketing is the promotion of products,
services, or brands through electronic media such as
the internet, mobile devices, laptops, tablets and social
media platforms. It is a broad field that encompasses
various techniques and strategies to reach and engage
customers online.
Digital marketing offers many benefits to businesses,
such as increased reach, targeted advertising, and
better metrics for measuring success. It is an essential
component of any modern marketing strategy and
plays a crucial role in the growth of many businesses.
 DEFINITION
Digital marketing refers to the use of
digital channels, such as search
engines, social media, email, and
websites, to promote a product or
service. The goal of digital
marketing is to reach a target
audience and convert them into
customers through various digital
tactics, including paid advertising,
search engine optimization (SEO),
content marketing, influencer
marketing, and more.
 WEB HISTORY
Web 1.0: unilateral transfer of static
information (1990-2000)

Web 2.0: dynamic and interactive web with

social media (2000-2010)

Web 3.0:semantic web with mass data and

built-in apps (2010-2020)

Web 4.0: symbolic web with artificial

intelligence (2020-2030)
 SEARCH ENGINE OPTIMIZATION (SEO)
Search engine optimization (SEO) is the process of
optimizing a website to improve its visibility and
ranking in search engine results pages (SERPs). The
goal of SEO is to increase the quantity and quality
of organic (non-paid) traffic to a website.
There are various techniques and best practices that
can be used to improve a website's SEO. These
include:
1. On-page optimization: This includes optimizing
elements such as title tags, meta descriptions,
header tags, and keyword usage in the content of
the website to make it more search engine-friendly.
2. Technical optimization: This includes optimizing elements such as website structure, URL
structure, site speed, and mobile responsiveness to improve the user experience and make it
more accessible to search engines.
3. Off-page optimization: This includes building backlinks to a website from other reputable
websites. Backlinks act as "votes of confidence" for search engines, indicating that the website
is authoritative and trustworthy.
4. Content creation: Creating high-quality, relevant content that addresses the needs and
interests of the target audience.
5. Keyword research: Identifying the keywords and phrases that potential customers are
using to find products or services like the ones offered on the website, and incorporating them
into the website's content and meta tags.
6. Measuring and monitoring: Regularly measuring and monitoring the website's search
engine rankings, traffic, and conversions, and making adjustments as needed to improve
performance.
It is important to note that SEO is an ongoing process and requires continuous effort to
maintain and improve the website's visibility in SERPs. It also requires keeping up with the
frequent algorithm updates of search engines such as Google
 PAY-PER-CLICK (PPC) ADVERTISING:
Google Ads (formerly known as Google AdWords) is a
pay-per-click (PPC) advertising platform that allows
businesses to create and run ads on Google's search
engine results pages (SERPs) and across the Google
Network, which includes millions of websites and apps
that partner with Google to show ads.
With Google Ads, businesses can create ads that
appear in the search results when people search for
specific keywords related to their products or services.
They can also create display ads that appear on
websites and apps within the Google Network
To create a Google Ads campaign, businesses will need to create an
account, select the type of campaign they want to run, choose their target
audience, create ad groups with relevant keywords, and write compelling
ad copy. They can also set a budget for their campaign and choose
where and when their ads will appear.
Once a campaign is running, businesses can track its performance using
Google Ads' reporting and analytics tools and make adjustments as
needed to improve results.
Google Ads offers a variety of features such as Smart Campaigns,
Google Ads Scripts, Google Ads Editor, and Google Ads API to optimize
the campaign performance, automate repetitive tasks, and make data-
driven decisions.
Google Ads is a powerful advertising platform that can help businesses
reach a large audience, increase website traffic and sales, and grow
their business.
SOCIAL MEDIA MARKETING: TECHNIQUES FOR BUILDING AND
ENGAGING AUDIENCES ON SOCIAL MEDIA PLATFORMS LIKE FACEBOOK,
TWITTER, INSTAGRAM, AND LINKEDIN.

Develop a content strategy: Determine what kind of content you want to share, how
often you will share it, and on which platforms.
Create a brand voice and aesthetic: Develop a distinct brand voice and aesthetic that
aligns with your company's values and message.
Use visuals: Use high-quality images and videos to help your content stand out and be
more engaging.
Build a community: Engage with your audience by responding to comments and
messages, and encouraging them to share their own content.
Utilize Influencers: Partner with influencers in your industry to reach new audiences and
establish credibility
Run social media ads: Utilize the advertising tools provided by each platform to reach a
larger audience and drive more traffic to your website.
Track and measure: Use analytics tools to track your social media performance, understand
what's working and what's not, and adjust your strategy accordingly.
Use Automation: Use automation tools to schedule your content, to manage and respond to
comments, and to track your performance.
Cross-promote: Share your social media content on other channels, such as your website and
email newsletter, to drive more traffic to your social media profiles.
Stay updated: Keep up-to-date with the latest social media trends and best practices to
ensure your campaigns are effective and efficient.
FACEBOOK ADS
Facebook Ads is a pay-per-click (PPC) advertising platform that allows businesses to
create and run ads on Facebook, Instagram, and the Audience Network. With
Facebook Ads, businesses can create a wide range of ad formats, such as image,
video, carousel, and slide-show ads, and target them to specific audiences based on
demographics, interests, behaviors, and more.
To create a Facebook Ads campaign, businesses will need to create a Facebook Ads
account, select the type of campaign they want to run, choose their target audience,
create ad groups with relevant targeting options, and create the ad itself using
Facebook's ad creation tools. They can also set a budget for their campaign and
choose when and where their ads will appear.
Once a campaign is running, businesses can track its performance using Facebook's analytics
and reporting tools, and make adjustments as needed to improve results.
Facebook Ads offers a variety of features such as Custom Audiences, Lookalike Audiences,
and Dynamic Ads to optimize the campaign performance, reach the right audience, and
increase the chances of conversion.
Facebook Ads is a powerful advertising platform that can help businesses reach a large and
highly targeted audience, increase brand awareness and drive more sales. With the ability to
reach over 2 billion monthly active users on Facebook and Instagram and the ability to target
specific demographics, interests, behaviors and more, Facebook Ads can be a great way to
grow your business and achieve your marketing goals.
TWITTER ADS
Twitter Ads is a pay-per-click (PPC) advertising platform that allows businesses to
create and run ads on Twitter. With Twitter Ads, businesses can create a variety of ad
formats, such as promoted tweets, promoted accounts, and promoted trends, and
target them to specific audiences based on demographics, interests, behaviors, and
more.
To create a Twitter Ads campaign, businesses will need to create a Twitter Ads
account, select the type of campaign they want to run, choose their target audience,
create ad groups with relevant targeting options, and create the ad itself using
Twitter's ad creation tools. They can also set a budget for their campaign and choose
when and where their ads will appear.
Once a campaign is running, businesses can track its performance using Twitter's
analytics and reporting tools, and make adjustments as needed to improve results
Twitter Ads offers a variety of features such as Tailored Audiences, Interest targeting and
Event targeting to optimize the campaign performance, reach the right audience and increase
the chances of conversion.
Twitter Ads is a powerful advertising platform that can help businesses reach a large and
highly targeted audience, increase brand awareness and drive more sales. With the ability to
reach over 330 million monthly active users on Twitter and the ability to target specific
demographics, interests, behaviors and more, Twitter Ads can be a great way to grow your
business and achieve your marketing goals. Additionally, Twitter's real-time nature and its
ability to reach a global audience makes it a great platform for breaking news, real-time
events and customer service
LINKEDIN ADS
LinkedIn Ads is a pay-per-click (PPC) advertising platform that allows businesses to
create and run ads on LinkedIn. With LinkedIn Ads, businesses can create a variety of
ad formats such as sponsored content, sponsored InMail, and display ads, and target
them to specific audiences based on demographics, job title, industry, company size,
and more.
To create a LinkedIn Ads campaign, businesses will need to create a LinkedIn Ads
account, select the type of campaign they want to run, choose their target audience,
create ad groups with relevant targeting options, and create the ad itself using
LinkedIn's ad creation tools. They can also set a budget for their campaign and choose
when and where their ads will appear
Once a campaign is running, businesses can track its performance using LinkedIn's analytics
and reporting tools, and make adjustments as needed to improve results.
LinkedIn Ads offers a variety of features such as Matched Audiences, Account Targeting and
Retargeting to optimize the campaign performance, reach the right audience and increase
the chances of conversion.
LinkedIn Ads is a powerful advertising platform that can help businesses reach a large and
highly targeted audience. With the ability to reach over 700 million professionals, LinkedIn
Ads allows businesses to reach a professional and high-income audience which makes it ideal
for B2B marketing and lead generation. LinkedIn's targeting options also allow businesses to
reach specific demographics, job titles, and industries, making it a great platform for
recruiting and employer branding
 CONTENT MARKETING
Content marketing is a strategy for creating and sharing valuable, relevant and consistent
content with the goal of attracting and retaining a clearly defined audience, ultimately
driving profitable customer action. It is a way of communicating with potential customers and
building relationships with them by providing them with useful and informative content.
Content marketing can include a wide range of formats, such as blog posts, videos,
infographics, e-books, whitepapers, webinars, social media posts, and more. The key is to
provide value to the audience and to create a relationship with them.
The goal of content marketing is not to directly sell a product or service, but to establish trust
and credibility with the audience, so that when they are ready to make a purchase, they will
think of the brand first.
Content marketing can be used in various stages of the customer journey, from awareness and
consideration to decision and loyalty. It can be used to generate leads, increase website
traffic, improve brand awareness, and ultimately drive sales.
WEB ANALYTICS: TOOLS AND METHODS FOR MEASURING AND
ANALYZING THE PERFORMANCE OF DIGITAL MARKETING
CAMPAIGNS.
Web analytics is the process of measuring, collecting, analyzing and reporting on
internet data for the purpose of understanding and optimizing web usage. It is the
practice of using data and metrics to understand how people interact with a website
and how to improve their experience.
There are several tools and methods commonly used for web analytics:
Google Analytics: This is a free web analytics service offered by Google that tracks
and reports website traffic. It allows you to track visitor behavior, measure the
performance of marketing campaigns and understand the effectiveness of your
website's design and content.
Omniture: is a paid web analytics service that offers a wide range of features and
capabilities, including the ability to track visitor behavior, measure the performance of
marketing campaigns, and understand the effectiveness of website design and content.
Piwik: is an open-source web analytics platform that allows you to track visitor behavior,
measure the performance of marketing campaigns and understand the effectiveness of your
website's design and content.
Clicky: is a web analytics service that allows you to track visitor behavior, measure the
performance of marketing campaigns and understand the effectiveness of your website's
design and content.
Heap: is a web analytics service that allows you to track visitor behavior, measure the
performance of marketing campaigns and understand the effectiveness of your website's
design and content.
Mixpanel: is a web analytics service that allows you to track visitor behavior, measure the
performance of marketing campaigns and understand the effectiveness of your website's
design and content.
 CONCLUSION
Digital marketing has become a critical aspect of any successful marketing strategy in today's digital
age. It involves using various online channels to reach and engage with a target audience, build brand
awareness, and promote products or services.
Digital marketing encompasses a wide range of tactics, including search engine optimization (SEO),
social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more.
Digital marketing has several advantages over traditional marketing methods, such as wider reach,
better targeting, and lower costs. It also provides businesses with valuable data and insights that can be
used to refine and optimize their marketing efforts.To succeed in digital marketing, it is crucial to stay up-
to-date with the latest trends and techniques, as the digital landscape is constantly evolving.
A solid understanding of consumer behavior, analytics, and digital tools is also essential.Overall, digital
marketing is a dynamic and exciting field with enormous potential for businesses to connect with their
target audience, build brand equity, and drive revenue growth.