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Digital marketing encompasses various strategies for promoting products and services through digital channels, including SEO, content marketing, social media, email, PPC, affiliate, influencer, video, mobile marketing, and analytics. It is cost-effective, measurable, and allows for targeted campaigns, making it essential for modern businesses. The document also provides guidance on creating a website using WordPress and highlights popular tools for digital marketing.

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12 views3 pages

Session 1

Digital marketing encompasses various strategies for promoting products and services through digital channels, including SEO, content marketing, social media, email, PPC, affiliate, influencer, video, mobile marketing, and analytics. It is cost-effective, measurable, and allows for targeted campaigns, making it essential for modern businesses. The document also provides guidance on creating a website using WordPress and highlights popular tools for digital marketing.

Uploaded by

okayboss1999
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Digital Marketing

Session 1
Introduction: Digital marketing is the promotion of products, services or brands using digital channels such
as website, social media, search engine, email and mobile apps. It has it has become an essential part of
modern business because it allows companies to reach a large and targeted audience more efficiently and
cost effective than traditional marketing.
Types of Digital Marketing:
1. Search Engine Optimization (SEO)
SEO means optimizing a website so that it ranks higher in search engine results for specific keywords.
This helps drive organic traffic to the website.
Techniques include:
 On-page SEO: Optimizing website content, titles, Meta description, and internal links.
 Off- page SEO: Building High-quality backlines to your site from other websites.
2. Content Marketing: Content marketing is creating and sharing valuable content (like blog posts,
videos, info graphics, etc.) to attract and engage an audience. It’s less about direct promotion more
about providing relevant and useful information to build trust with potential customers.
3. Social Media Marketing
This involves promoting your business or brand on social media platforms such as Facebook, Instagram,
Twitter, LinkedIn and TikTok. It includes organic efforts, such as posting content and paid advertising
on these platforms.
4. Email Marketing
Email marketing involves sending targeted emails to your audience to promote products, services or
content. It’s effective for building relationships with customers and driving conversions. Common
strategies include newsletters, special offers and product recommendations.
5. Pay-Per-Click Advertising (PPC)
PPC is a model where advertisers pay a fee each time their ad is clicked. The most common form is
Google ads, where business bid on keywords that trigger their ads to appear on search engine results
pages (SERPs). It allows for highly targeted advertising based on user searches.
6. Affiliate Marketing
In affiliate marketing, businesses partner with affiliates (individuals or other businesses) to promote their
products. The affiliates earn a commission for every sale or lead they generate through their unique
referral links.
7. Influencer Marketing
This involves partnering with social media influencers or bloggers who have large and engaged
following. These influencers promote products or services to their followers, leveraging their trust and
credibility.
8. Video Marketing
With the rise of platforms like YouTube and TikTok, video contents have become one of the most
popular forms of digital marketing. It involves creating video content (ads, tutorials, reviews) to engage
with potential customers.
9. Conversion Rate Optimization (CRO)
CRO focuses on improving the percentage of website visitors who take a desired action, such as making
a purchase or signing up for a newsletter. This involves analyzing user behavior on the site and making
adjustments to improve performance.

10. Mobile Marketing


With increasing mobile usage, mobile marketing targets consumers via smartphones and tablets through
SMS, mobile apps and mobile-optimized websites.
11. Analytics and Data Analysis
Digital marketing involves constantly measuring the success of your efforts using tools like Google
Analytics, social media insights and email marketing platforms. This data helps in refining strategies and
improving performance over time.

Why Digital Marketing Matters


 Cost –effective: Digital marketing is often more effective than traditional marketing methods
like TV or prints ads.
 Measurable: Digital campaigns provide measurable results, allowing business to see what works
and what doesn’t.
 Targeting: It allows you to target specific demographic regions and even behaviors, improving
the relevance and effectiveness of your campaigns.
 Scalable: It can grow alongside your business, from small budgets to global campaigns.

Metrics of Digital Marketing

Impressions: Number of times an ad is viewed.


Clicks: Number of times an ad is clicked.
Click Through Rate (CTR): Ratio of clicks to impression.
Conversion Rate: % of users who brought something.
Return on Investment (ROI) : Revenue gained from marketing.

Popular tools:

Google Analytics (Tracking website traffic)


SEMrus (SEO and Competitive analysis)
Hootsuite/Buffer (Social media management)
Mailchimp (Email Marketing)
Canva (Creaking visuals)

Some Basic Information:

 CMS= Content Management System


 w3school.com is used to learn code for free
 Wordpress is a CMS
 Panthone.io is used to create website for free

How to open a Website for free:

1. Open browser of your choice


2. Search for Panthone.io
3. Create an id using email and password(Always Note it down)
4. After login in click on create new site
5. Enter the information needed for registration
6. Press continue
7. The home of pantheon will open
8. Click on Create a new site
9. Click on Wordpress
10. Choose a Site name and Region then continue
11. Wordpress will start to deploy
12. Click on visit your pantheon site dashboard
13. Click on site admin
14. Select Language as English then continue
15. Type the necessary information and click on install word press
16. Then login with the Username/Email and password
17. You will be brought to wordpress dashboard

We have successfully created a wordpress website


To visit the website, when we are in word press dashboard we need to click on our site name on the top left.

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