Introduction to Digital Marketing: Part One, Lecture Notes

Jul 13, 2024

Lecture Notes: Part One of Digital Marketing Full Course by Simply Learn (Rob Sanders)

Introduction

  • Key Lecturer: Rob Sanders
  • Topics Covered: Introduction to Digital Marketing, SEO, Keyword Research, Google Tag Manager, Google Ads, and more
  • Goal: Cover everything you need to know about digital marketing

Why Digital Marketing Is Important

  • Digital marketing is more popular than traditional marketing
  • Activity on the Internet: 60 Seconds Snapshot:
    • Social media interactions (snaps, texts, videos, etc.)
    • Emails, swipes, tweets, etc.
  • Traditional Marketing vs. Digital Marketing:
    • Traditional: Print, radio, billboard, TV, etc.
    • Digital: Maximum outreach, versatile ads, instant communication, real-time results, cost-efficient

Key Differences between Traditional and Digital Marketing

  • Reach: Limited (Traditional) vs. Maximum (Digital)
  • Communication: Delayed (Traditional) vs. Instant (Digital)
  • Results: Real-time (Digital)
  • Cost: Costly (Traditional) vs. Efficient (Digital)
  • Targeting: Difficult (Traditional) vs. Easy (Digital)
  • Campaign Measurement: Poor (Traditional) vs. Easy Optimization (Digital)

Defining Digital Marketing

  • Promoting products/services via technology (laptops, mobiles, apps, software)
  • Benefits: Real-time results, cost efficiency, optimizing campaigns
  • Platforms: Search engines, social media, emails, mobile apps

Types of Digital Marketing Channels

  1. SEO (Search Engine Optimization):
    • Increases the quality and quantity of relevant organic traffic
    • Keywords: Critical for ranking (e.g., “online shopping”)
    • On-Page SEO: Title tags, meta descriptions, headers, etc.
    • Off-Page SEO: Backlinks, social proof, etc.
  2. SEM (Search Engine Marketing):
    • Paid ads on search engines (e.g., Google Ads)
    • Bidding on Keywords: Visibility, targeting, and conversion
  3. Email Marketing:
    • Personalized emails based on segments (age, gender, location)
    • Examples: Promotions, newsletters, follow-ups
  4. Affiliate Marketing:
    • Merchants promote your products for a commission
    • Platforms: CJ.com, Amazon Associates
  5. Social Media Marketing:
    • Content creation specific to platform (e.g., photos for Instagram)
    • Paid vs. organic reach
  6. Content Marketing:
    • Various assets: Blogs, videos, infographics, case studies
  7. Mobile Marketing:
    • Strategy specifically for mobile devices
    • SMS, emails, app promotions
  8. Customer Lifecycle: Awareness, Consideration, Purchase, Post Purchase

Customer Lifecycle Stages

  1. Awareness:
    • Identify product, need, and solution
    • Use content, SEO, SEM, social media, affiliates
    • Create high-quality, searchable content
  2. Consideration:
    • Highlight product features and engagement
    • Email and display retargeting
  3. Purchase:
    • Competitive pricing, credibility, and reviews
    • Email promotions, social media, affiliates
  4. Post Purchase:
    • Upselling and cross-selling
    • Follow-up emails, thank you messages
    • Social media engagement, content updates

SEO and Search Engine Marketing Tools

  • Importance of Google Keyword Planner, Moz, and other keyword tools
  • Google Search Console: Monitoring real-time results, page load speeds, and mobile usability
  • Sitemaps: Submitting XML sitemaps for indexing
  • Backlink Building: Enhances domain authority (Moz’s Link Explorer)
  • Pingdom, Ahrefs, Majestic: Additional tools

Importance of Analytics

  • Google Analytics: Behavior, acquisition, audience, conversions
  • Adobe Analytics, Spring Metrics, YouTube Analytics: Alternative tools
  • Metrics: Engagement, conversions, traffic sources
  • Google Ads: Keyword Planner and campaigns management
  • Facebook Ads Manager: Audience targeting, placement, and reporting

Social Media Marketing

  • Tools: Sprout Social, TweetDeck, Later.com
  • Importance of social platforms for organic and paid marketing
  • Reports: Engagement, demographics, performance
  • Scheduling and Listening: Efficient content management
  • Multiple Social Platforms: Twitter, LinkedIn, Facebook, Instagram

Additional Digital Marketing Tools

  • Video SEO Tools: VidIQ
  • Content Optimization Tools: SEO Site Checkup
  • Keyword Tools: Keyword Planner, WordStream
  • Page Speed Tools: SolarWinds, PageSpeed Insights
  • Conversion Rate Optimization: CrazyEgg, Target
  • General Marketing Tools: Moz, Google Optimize, Email platforms (Mailchimp)

Local SEO

  • Google My Business: Importance for local businesses
  • NAP Consistency: Critical for local search rankings
  • Local Visbility Metrics: Google My Business Insights

Digital Marketing Metrics and Reporting

  • SEO Performance Monitoring: Ranking, traffic, conversions
  • Backlink Analysis: Moz’s Link Explorer, Ahrefs
  • Social Media Performance: Tools and analytics
  • Campaign Tracking: Tag Manager, real-time analytics, goal completion

Final Note: Continual improvement via monitoring, adjusting strategy, and leveraging digital marketing tools effectively to drive business objectives.