German University in Cairo

A University Model of Excellence in Higher Education, Social Responsibility, Capacity Building,

International and Industrial Cooperation
Center of Continuing Education
Digital Marketing Diploma
Center of Continuing Education
Who am I?

Youmna Soliman El-Sherbiny

Marketing Assistant Lecturer
Academic Author
PHD Student

Youmna.el-sherbiny@guc.edu.eg
Youmna309@gmail.com
4
What do you expect from this
course?

5
Course Modules
1. Introduction to digital Marketing
2. Digital Marketing Strategy & Planning
3. Content Marketing
4. Copywriting for Digital Marketing / creative writing
5. Digital Execution Tactics and Media Buying Methods
6. Digital Analytics
7. Final Project

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I will guide you through…
1. Introduction to digital Marketing
2. Digital Marketing Strategy & Planning
3. Content Marketing
4. Copywriting for Digital Marketing / creative writing
5. Digital Execution Tactics and Media Buying Methods
6. Digital Analytics
7. Final Project

7
What do you know about
Digital Marketing?

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9
 Module 1
Introduction to Digital Marketing

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What is Marketing?
Marketing is a process by which companies create value for customers and build strong customer
relationships in order to capture value from customers in return.
It also includes all the activities conducted by the company to promote its products/services.

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What is Marketing?
The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow
current customers by delivering satisfaction.
Telling & Selling

Quick Activity!

Can you think of some examples who have done that?

Can you think of some examples who couldn’t maintain that?

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The Marketing Process

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Customers
Customer Segmentation
Customer segmentation is the process of organizing customers into specific groups based
on shared characteristics, behaviors, or preferences, with the aim of delivering more
relevant experiences.

Target Segmentation
Market segmentation is the practice of dividing your target market into approachable
groups.
Market segmentation creates subsets of a market based on demographics, needs, priorities,
common interests, and other psychographic or behavioral criteria used to better understand
the target audience.

You have to know your customers!

Constantly update your customer personas
Don’t ignore a potential segment!

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Mcdonald’s Blind Taste

15
English Premier League

16
Traditional Marketing

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Traditional Marketing Digital Marketing

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 Traditional Marketing Digital Marketing
Traditional marketing is a marketing strategy Digital marketing is a modern marketing
that promotes a company's products and Definition technique that promotes and sells a company's
services through traditional advertising media products and services through digital channels
such as TV, radio, newspapers, magazines, and such as search engines & social media platforms.
so on.

Traditional marketing costs more. Digital marketing is a low-cost way of product

Cost
promotion.

only allows for one-way contact between the allows advertisers and audiences to
Contact
advertiser and the audience. communicate in both directions.

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 Traditional Marketing Digital Marketing
Less flexible in terms of change Flexibility In terms of adaptation, provides a significant
degree of versatility

Lower level of engagement with customers Engagement Higher level of engagement with customers

Does not allow for direct engagement between Facilitates direct engagement between
Interaction
the advertiser and the target audience advertisers and their target audiences

It is not feasible once the advertisement has Tweaking Changes or edits can be made at any time.
been placed

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 Traditional or Digital?
Don’t let go of traditional marketing!
We simply expand by embracing digital marketing as well.

Look out for Opportunities!

& Market Trends!

Integrate

Integrate
Integrate!

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Burger King | "The Whopper Sticker"

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 Social
Digital
Media
Marketing
Marketing

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24
Digital Marketing Eco-System
The digital marketing ecosystem is an interconnected set of tools,
strategies and systems that are combined to create a brand presence that
your customers will remember.

This includes your website, social media, video presence, and anything
else that's part of your digital strategy for a marketing ecosystem

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Digital Marketing- Email Marketing
Email marketing is a form of marketing that can make the customers on
your email list aware of new products, discounts, and other services

educate your audience on the value of your brand or keep them engaged
between purchases

An email marketing campaign is a scheduled series of emails used to

nurture leads and current customers with the purpose of encouraging
engagement and increasing sales.

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Digital Marketing- Digital Billboards

Digital billboards are large outdoor advertising

displays that use technology to display and
dynamically change your content.

These displays offer flexibility, deliver real-time

updates and immediate content changes for
impactful and timely messaging.

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Digital Marketing- Search Engine Marketing (SEM)
Search engine marketing (SEM) is where you drive traffic to your site from search engines
You can drive this traffic from organic or paid results, or both.

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Digital Marketing- Search Engine Optimization (SEO)
SEO is the process of trying to rank in a search engine’s organic results.

It involves four main steps:

1. Keyword research
2. On-page SEO
3. Off-page SEO
4. Technical SEO

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Digital Marketing- Search Engine Optimization (SEO)
SEO is the process of trying to rank in a search engine’s organic results.

It involves four main steps: 1. Keyword research

 Keyword research is about understanding the words and phrases your

customers type into search engines.
 There are keyword research tools like “Ahrefs’ Keywords Explorer”

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Digital Marketing- Search Engine Optimization (SEO)
SEO is the process of trying to rank in a search engine’s organic results.

It involves four main steps: 1. Keyword research

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Digital Marketing- Search Engine Optimization (SEO)
SEO is the process of trying to rank in a search engine’s organic results.

It involves four main steps: 2. On-page SEO

This is where you optimize your website around

keywords that your target customer searches for in
Google.
For example, one on-page SEO best practice is to
include your main keyword in your title tag, meta
description and webpage URL.

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Digital Marketing- Search Engine Optimization (SEO)
SEO is the process of trying to rank in a search engine’s organic results.

It involves four main steps: 3. Off-page SEO

Off-page SEO is where you do things outside your

site to show Google that your pages deserve to rank.

Building high-quality backlinks is the most effective

off-page SEO task because backlinks are one of
Google’s top ranking factors.

Backlinks: when third-party websites link to your

site in their content.
They act like votes from other websites.

Reviews may also play a role. 33

Digital Marketing- Search Engine Optimization (SEO)
SEO is the process of trying to rank in a search engine’s organic results.

It involves four main steps: 4. Technical SEO

Technical SEO is all about making sure search

engines can find, crawl, and index your content.
You’re unlikely to rank unless search engines can do
all three of these things.

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Digital Marketing- Pay-Per-Click (PPC)
PPC is form of advertising where you pay for website clicks from popular platforms.

PPC advertising in Google involves:

1. Keyword research
2. Bid setting
3. Ad creation
4. Audience targeting

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Digital Marketing- Pay-Per-Click (PPC)
PPC is form of advertising where you pay for website clicks from popular platforms.

PPC advertising in Google involves: 1. Keyword research

 Keyword research for Google Ads is not only about finding what customers are
searching for.
 It’s also about researching how much ads are likely to cost, which varies by
keyword.

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Digital Marketing- Pay-Per-Click (PPC)
PPC is form of advertising where you pay for website clicks from popular platforms.

PPC advertising in Google involves: 2. Bid setting

 Bid setting is where you decide how much you’re willing to pay Google for an ad
click.
 If competitors outbid you and have equally (or more) relevant ads, Google won’t
show your ad much and you won’t get many clicks.

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Digital Marketing- Pay-Per-Click (PPC)
PPC is form of advertising where you pay for website clicks from popular platforms.

PPC advertising in Google involves: 3. Ad Creation

Ad creation is where you decide what your ad will say and where it will send people.

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Digital Marketing- Pay-Per-Click (PPC)
PPC is form of advertising where you pay for website clicks from popular platforms.

PPC advertising in Google involves: 4. Audience targeting

 When adding an audience to a campaign or ad group, you can select

from a wide range of segments.
 For example, these segments could include fans of sport and travel,
people shopping for cars or specific people that have visited your
website or app.
 Google Ads will show ads to people who are likely in the selected
categories.

You need to consider your target audience when creating your ad!
(text, CTA , visuals)

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Digital Marketing- Website Marketing
Website marketing is the use of marketing strategies, like search engine
optimization (SEO) and conversion rate optimization (CRO), to improve a
site’s traffic, engagement levels, and conversion rate.

Why is Website Marketing Important?

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
1. Create Engaging Content
 Content is what gives your site value for users - if you don’t have anything to offer
prospects, you won’t give them a reason to visit your website.
 Your content should focus on providing users with helpful information about your
business or industry.

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
2. Make your website mobile-friendly
 There was a time when you could only access the Internet via desktop computers, but
that time is long past! Today, most users use mobile devices to visit websites.
 Google uses a “mobile-first index” to rank websites.
 For that reason, if you want to have a chance at ranking high in search results, you
need to make your site as mobile-friendly as possible.

How??

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
2. Make your website mobile-friendly
 Make sure to use “Responsive Design”
A form of web design that causes your site to automatically restructure its pages to fit
the screen where they appear.

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Digital Marketing- Website Marketing
Examples of Responsive Design

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Digital Marketing- Website Marketing
Examples of Responsive Design

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
3. Optimize Speed & Navigation of your website
 Page speed refers to how quickly a webpage loads and displays its content, which greatly impacts
user experience and search engine rankings.
 Your pages should load quickly, so users get the information they need. If they don’t, most users
will only end up hitting the “back” button.
Google’s PageSpeed Insights

 Users should easily find their way around your

site.
 Organize your pages in a logical way and display
them in a navigation bar at the top of the page.

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
3. Optimize Speed & Navigation of your website
 Users should easily find their way around your site.
 Organize your pages in a logical way and display them in a navigation bar at the top of the page.

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
4. Brand yourself through your site
 Create a unique website that stands out in users’ minds above your competitors’
 Your visual design should reflect the identity you want to associate with your business.
 If you have a particular color scheme you tend to use, include it across your site.
 Use shape patterns and font styles that reflect your brand.

5. Practice Keyword Integration

 Use relevant keywords to help you rank in Google search results
 By targeting relevant queries, you’ll reach a more receptive audience and earn more traffic!

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
6. Earn reputable backlinks
 Backlinks are where third-party websites link to your site in their content.
 When Google sees reputable sites linking to you, it will assume you’re reputable as well.
Therefore, it will rank you higher in search results.

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
7. Promote your website on social media
 One of the best places online to reach your target audience is social media
 Integration is needed among the different tools you use
 Your target audience can discover you on social media, and then progress to your site from there

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Digital Marketing- Website Marketing
Tips to Manage & Market your Site!
8. Optimize your Google Business Profile
Have you ever searched for a particular type of business & reached a search result that looks like this?

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Digital Marketing- Social Media Marketing (SMM)
The use of social media—the platforms on which users build social
networks and share information—to build a company's brand, increase
sales, and drive website traffic.

At the start of 2023, there were 4.76 billion social media

users globally—over 59% of the world's population.

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Digital Marketing- Social Media Marketing (SMM)
The power of social media marketing comes from the unparalleled capacity of
social media in three core marketing areas:
Connection
Interaction
Customer Data

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Digital Marketing- Social Media Marketing (SMM)
The power of social media marketing comes from the unparalleled capacity of
social media in three core marketing areas:
Connection
Interaction
Customer Data

 Social media enable businesses to connect with customers in previously

impossible ways
 There is also an extraordinary range of avenues to connect with target
audiences (e.g. YouTube, Facebook & X)

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Digital Marketing- Social Media Marketing (SMM)
The power of social media marketing comes from the unparalleled capacity of
social media in three core marketing areas:
Connection
Interaction
Customer Data

 The dynamic nature of the interaction on social media—whether active or

passive communication/engagement
 Interaction enables businesses to leverage free advertising opportunities
from eWOM (electronic word-of-mouth)

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Digital Marketing- Social Media Marketing (SMM)
The power of social media marketing comes from the unparalleled capacity of
social media in three core marketing areas:
Connection
Interaction
Customer Data

 A well-designed social media marketing plan delivers another invaluable

resource to boost marketing outcomes: customer data.
 SMM tools have the capacity to extract customer data & guide actionable
market analysis

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Digital Marketing Strategy – McDonald’s

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Digital Marketing- Social Media Marketing (SMM)
For a successful SMM campaign:

 Align SMM goals to clear business objectives

 Learn your target customer (age, location, income, job title, industry, interests)
 Conduct a competitive analysis of your competition (successes and failures)
 Audit your current SMM (successes and failures)
 Create a calendar for SMM content delivery
 Create best-in-class content
 Track performance and adjust SMM strategy as needed

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Digital Marketing- Social Media Marketing (SMM)
When you post organic content on social media, it will likely be seen by:

 Your followers
 Your followers’ followers (if they share or like your posts)
 People searching for hashtags you’ve used in your posts

But with so many people and businesses competing for attention on social media,
organic content doesn’t reach as many people as it used to.
Which makes paid advertising on social media more appealing.

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Digital Marketing- Social Media Marketing (SMM)
Why Paid SMM?

1. Targeting Specific Audiences

Running paid ads on social media for a target audience

ensures your ads are shown to people you expect to be
interested in your posts.

This helps increase the likelihood that they’ll engage with

or take notice of your ad.

No more crossing your fingers and hoping your organic

post gets seen by the right people.

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Digital Marketing- Social Media Marketing (SMM)
Why Paid SMM?

2. Measuring your results

Most social media platforms come with built-in analytics to help you find out which
ads performed well (and which ones didn’t quite make the grade).

For example, on Facebook, you can analyze how much engagement your ad
received, the amount spent on the ad, and the cost per result.

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Digital Marketing- Social Media Marketing (SMM)
How to set up your campaign?

1. Determine your budget and Ad spend

A social media budget is the amount of money allocated to cover all the costs
associated with social media marketing activities.
For example, running ad campaigns, content creation and production, engaging in
influencer marketing and partnerships, paying for social media tools, and hiring a
team .

Ad spend is how much your business spends on ad campaigns for social media.

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Digital Marketing- Social Media Marketing (SMM)
How to set up your campaign?

2. Define your Ad goals

An example of a SMART-goal statement might look like this:

Our goal is to increase social media presence by 20% at the
end of our 3 months campaign. The social media manager & the
content creator will work on developing organic and paid social
media ads to attract our target segment online. Accomplishing
this objective will result in boosting our online customer
engagement and conversion rates.

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Digital Marketing- Social Media Marketing (SMM)
How to set up your campaign?

3. Understand your target audience

You can use Google Analytics to see which groups interact with your content & develop
customer personas accordingly.

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Digital Marketing- Social Media Marketing (SMM)
How to set up your campaign?

4. Create Eye-Catching and Mobile-Optimized Ads

 Use high-resolution images or videos
 Write persuasive content that conveys your message succinctly
 Don’t be afraid to experiment with different ideas and formats
 Leverage the power of user-generated content for additional credibility
 Include a clear CTA

The higher the quality of your ad, the better chance it has of performing well.

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Digital Marketing- Social Media Marketing (SMM)
How to set up your campaign?

5. Measure your results

 Understanding how your ads performed is crucial for
evaluating whether to put more or less ad spend into your
social media marketing.
 If you’re seeing big returns that meet your goals, find out
whether you can add more money into the ad budget to
continue scaling.
 Measuring performance is pretty simple, too. Because major
social media platforms include campaign analytics.

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Important SMM Lessons!

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Important SMM Lessons
LESSON #1: GRAB ATTENTION ASAP

 All the talk about authenticity and the "goldfish attention span" is true.
 If you can't catch someone's attention in just a few seconds or less,
they'll probably move on.
 With the emergence of vertical video as THE top priority for content in
social strategy, brands need to grab their audiences quickly and keep
them watching.
 This results in converting genuine, transparent, and entertaining
content

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Important SMM Lessons
LESSON #1: GRAB ATTENTION ASAP

What can businesses do?

 Storytelling
 Consider the platforms your audience engage on
 Eye-catching visuals
 Different types of content
 Snack-able content: Smaller paragraphs, bullet points, lists,
quotes, statistics

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Important SMM Lessons
LESSON #2: UGC MAKES RELATABLE BRANDS

 Let’s face it. No one likes being sold to.

 But, selling indirectly creates social media content that is more
entertaining, helpful, and enjoyable to the customer.
 The social media post may not have a direct call to action like
"Chocolates are on sale NOW." Instead, the CTA is more of a subtle
suggestion or a natural progression after they interact with the
content.

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Important SMM Lessons
LESSON #3: Create Buzz

 Understand your target segment

 Don’t be afraid to take risks
 Commit to your ideas
 Generating e-WOM is essential

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“Logo Goes Here” || anti-ad

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Important SMM Lessons
LESSON #4: VIDEO CANNOT BE IGNORED

 Brands that have gone “all in'' on video are seeing massive returns on reach,
engagement, and website traffic.
 Whether the brand is publishing its own videos or using influencers to
produce/distribute videos—the return on investment is encouraging.

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Important SMM Lessons
LESSON #5: AD CONTENT NEEDS TO WORK HARDER

 ads can’t feel like ads

 This can be avoided by creating ads that are entertaining and engaging
 At the end of the day, the user knows it’s an ad, but that doesn’t mean it can’t be
quality content that fits in their feed, right alongside funny cat videos..

Example: Nike’s #ChooseYourWinter campaign

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75
Important SMM Lessons
LESSON #4: AD CONTENT NEEDS TO WORK HARDER
Nike’s #ChooseYourWinter campaign

They leveraged the power of user-generated content, asking followers to share their stories about
overcoming the challenge of working out in the cold weather.

The hashtag #ChooseYourWinter became a rallying cry on Instagram, promoting an active lifestyle
against the odds of winter. This campaign resonated deeply with Nike’s audience because it felt
personal and real.

It also incentivized followers to be a part of the brand story, which in turn increased engagement
and loyalty.

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Digital Marketing Activities
Tips!

 Integrated Planning: The SOSTAC system should be used.

 Content Marketing: the fuel for all the core digital marketing activities
 Search Engine Optimization: Rank highly and be visible to your customers
 Paid Search Marketing: Again, be visible to your customers using paid advertising
 Social Media Marketing: Customer are all over SM platforms, go reach them!
 Email Marketing: When customers get away from your app, email marketing is an
important option
 Multichannel Analytics: Use digital analytics service such as Google analytics

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SONIC #SquareShakes – Case Study

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Digital Marketing- Influencer Marketing
 Influencer marketing involves a brand collaborating with an online influencer to
market one of its products or services.

 Some influencer marketing collaborations are less tangible than that – brands
simply work with influencers to improve brand recognition.

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Dunkin

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Let’s brainstorm a mini-
campaign plan!

81
Mini-Campaign

1. Form groups
2. Pick a product or a service of your choice
3. Develop campaign message & smart objectives
4. Fun & relevant slogan!
5. What is the suitable target market persona?
6. Pick 2 digital marketing tools, how will you make use of them in your
campaign?

82
Why customers
drop out from
the online
experience?

83
Why customers
drop out from
the online
experience?

84
 Digital Marketing
Emerging Trends

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Artificial Intelligence (AI)

86
Artificial Intelligence (AI)
The development of computer systems able to perform tasks normally requiring human
intelligence, such as visual perception, speech recognition, decision making, and translation
between languages

Generative Artificial Intelligence (AI)

Generative AI is a type of AI that uses machine learning algorithms to generate new content based
on patterns in existing data. It can be used to create images, videos, or text, and has the potential to
revolutionize industries.

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Chat-GPT?

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Chat-GPT
Generative Pretrained Transformer is a type of language model developed by OpenAI . It is a chatbot
that uses AI to generate human like responses to user input

Prompts
A question or request sent to a Chabot is called a
prompt. They are provided by the user to the Chabot to
start a conversation or to guide the direction of the
conversation.

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Chat-GPT

90
How is AI integrated into
Digital Marketing?

91
92
AI & Digital Marketing
1. Data Analytics

 AI can collect and sift through large amounts of data from multiple marketing platforms and
summarize the findings.
 This will help you save time when strategizing and developing marketing assets for your
campaigns.

93
AI & Digital Marketing
2. Content Creation

 Digital marketers can instruct AI to write marketing content, including captions, social media
posts, email copy, and even blog copy.
 Beyond writing, marketers can use AI for multimedia like images, audio, and even video.
 AI-generated content isn’t ready for publishing immediately. Most marketers today
use generative AI as a starting point — whether that’s ideation, an outline, or a few
paragraphs to ignite your creativity.
 Always fact-check, edit, and adjust AI’s writing to make it sound more human and
on-brand.

94
AI & Digital Marketing
3. Content Personalization

 AI can help brands personalize the experience customers get with their company.
 This means AI can change the customer’s experience depending on their online behavior or
whether or not they’ve filled out a form for your company.
 For example, dynamic content changes depending on the user — their name, occupation, online
behavior, etc.
 AI analyzes a user online and gives them a more personal experience with marketing assets,
including web pages, social media posts, and emails.
 Helps you understand who in your audience is looking to make a purchase so you can
personalize the marketing experience.

95
AI & Digital Marketing
4. Chatbots

 One use of AI in marketing that we’ve seen for years is chatbots. Chatbots, created with natural
language processing (NLP).
 A chatbot can personalize the customer journey during the stage when they’re consuming
marketing content. This tool can also answer customer questions.

96
AI & Digital Marketing
5. Automated Email Marketing Campaigns

 AI tools can help produce more engaging email content and learn about your email list
behaviors.

97
AI & Digital Marketing
6. Predicting Customer Behavior

 Another great use of AI in digital marketing is to forecast customer behavior and sales.

 AI can predict the outcome of marketing campaigns by using historical data, such as consumer
engagement metrics, purchases, time-on-page, email opens, and more.

 AI helps marketers understand the predicted outcome of their campaigns and marketing assets
and forecast outcomes. These insights help marketers develop better, more dynamic campaigns
that produce sales and boost ROI.

98
AI & Digital Marketing
7. Improving Customer Experience

 Digital marketing is all about the customer experience, and AI can help marketers deliver the
best experience for their visitors to convert them into leads.

 AI can help increase customer retention and loyalty, delight customers with personalized
content, and improve assets.

99
How cosmetic brands use virtual
makeovers to sell real makeup?

100
How can you benefit from
AI in your current job?

101
Mini-Project

102
 Round I
 Divide yourselves into 2 groups

 Each group should pick one representative who will play

the role of an unsatisfied e-customer to a digital brand.

 Each team need to create a hypothetical situation for the

role-player to present for the other team to solve

Round II
Solve the Problem using the suitable digital marketing
tools

103
Digital Marketing Ethics

104
Digital Governance
Just as a magazine has an editor-in-chief, someone must be
in charge of the public’s experience on your website.

Digital governance clarifies who’s responsible for the

management and operation of your agency’s websites and
digital services.
It includes content, design, technical infrastructure, security,
funding, and product, project, and program management.

A strong governance structure improves public trust through

better organizational performance, and better customer
outcomes.

105
Digital Marketing – Unethical Practices
Unethical digital marketing practices are strategies or tactics that violate ethical standards, deceive consumers,
manipulate data, or exploit vulnerabilities for the benefit of the marketer at the expense of the consumer.
Some common unethical digital marketing practices include:
 False advertising: Making false or misleading claims about a product or service to deceive consumers.
 Invisible disclosures: Failing to disclose sponsored content or paid endorsements, making it difficult for consumers to
distinguish between advertising and organic content.
 Clickbait: Using sensational or misleading headlines or content to drive traffic to a website or landing page.
 Data privacy violations: Collecting or using personal data without proper consent or in ways that violate privacy laws and
regulations.
 Fake reviews: Generating fake positive reviews or ratings to artificially boost a product's reputation.

106
Digital Marketing - Unethical Practices
Unethical digital marketing practices are strategies or tactics that violate ethical standards, deceive consumers,
manipulate data, or exploit vulnerabilities for the benefit of the marketer at the expense of the consumer.
Some common unethical digital marketing practices include:
 Cookie stuffing: Placing cookies on users' devices without their knowledge or consent to earn commissions for affiliate
marketing.
 Keyword stuffing: Overloading web pages with irrelevant keywords to manipulate search engine rankings.
 Cloaking: Presenting different content to search engines and users to manipulate search engine results.
 Phishing: Sending deceptive emails or messages to trick recipients into providing personal information such as passwords
or credit card details.

These practices not only harm consumers but also damage the reputation of businesses and the digital marketing
industry as a whole.
It is important for businesses to prioritize ethical marketing practices to build trust with consumers and maintain
long-term relationships.

107
Facebook’s biggest scandal hit in March 2018, when the Guardian and New York Times
reported that a firm called Global Science Research had harvested data from millions
of Facebook users in 2013 – without their explicit consent.

This was possible because a previous version of Facebook’s privacy policy had allowed
apps to access data about users’ friends – such as their name, birthday and location.

This had enabled Global Science Research to gather information about 87 million
Facebook users even though only around 30,000 people had actually used their app.
These details were later sold to Cambridge Analytica, who used it to create highly-
targeted ads

108
How to ensure ethical
digital marketing
practices?

109
Digital Marketing Ethics
It is essential for companies to prioritize ethical practices. They can do so through different sets of activities;

 Establish clear code of ethics: create a clear ethical guidelines for your employees to follow & keep it updated to cope with
the ever changing nature of technological advances
 Internal communication: communication is key with internal stakeholders to make sure everyone is on the same page and
aligned with the ethical code of conducts.
 Transparent data handling: adopt strong data privacy measures to ensure compliance with data protection regulations and
give customers control over their information.
 Inclusivity and diversity: By embracing inclusivity, brands can connect with a wider audience and showcase their
commitment to social responsibility.
 Authentic content creation: Stay true to your brand! Businesses should prioritize effective storytelling that reflects the
brand’s values and mission.
 Sustainable practices: Sustainability is no longer just a buzzword – it’s a business imperative, do not take it lightly .
 Social responsibility: Ethical digital marketing goes beyond product promotion; it involves contributing to societal well-being
(Embrace cause related marketing, support local communities & address global issues in your campaign)

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1. Design a collage of an existing product campaign portraying the
traditional and Digital marketing communication tools that were
used in the campaign
(you can print it, bring it on a USB, or even send it to me by email before our next session)

2. Start your presentation with a very brief overview about the

company and its featured product/service of the campaign

3. You can show a video of the campaign ad.

(optional- on a USB, or send me the link by email)

4. What is the campaign message?

5. Briefly, who is the target audience persona? Is it suitable to the

campaign message & communication tools?

6. What would you recommend further?

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 Thank You!
See You Next week!

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