Digital Marketing Lecture Notes

Introduction

• Objective: Help you become a better digital marketer.
• Digital Marketing is often overcomplicated but is straightforward.
• Key to success: Understanding the core strategies.

Digital Marketing vs. Traditional Marketing

• Digital Marketing: Marketing through digital channels (SEO, social media, online ads, email marketing, etc.).
• Traditional Marketing: Marketing through traditional media (TV, radio, newspapers, magazines, billboards).
• Advantages of Digital Marketing:
  • Larger audience size (global reach).
  • Audience targeting (laser-focused targeting).
  • Cost-effective (cheaper than traditional ads like Super Bowl commercials).
  • Immediate feedback (quick adjustments & optimizations).
  • Easier to measure and track (digital trails).

Strategy vs. Tactics

• Strategy: The big picture, foundation of marketing efforts.
  • Focus on mastering strategies and consumer psychology.

The Core Four (Hub and Spoke Model)

1. Model: Business offer, pricing, and delivery.
   • Design around profitability, demand, and personal enjoyment.
2. Market: The target audience.
   • Ideal Customer Avatar: Demographics, geographic, and psychographic details.
3. Message: Communication with the target market.
   • Address their pain points and frustrations.
   • Use storytelling, testimonials, and case studies.
4. Media: Channels for marketing.
   • Identify where the target market is active.
   • Avoid spreading too thin; focus on effective channels.

Organic vs. Paid Marketing

• Organic Marketing: Free content creation (social media posts, stories).
• Paid Marketing: Paid promotions (Facebook, Instagram, YouTube ads).
• Choice: Depends on time vs. money and desired speed of results.

Direct Response vs. Brand Awareness

• Direct Response Marketing: Immediate, measurable outcomes (leads, sales).
• Brand Awareness: Long-term trust and authority building.
• Common Mistake: Expect direct response results from brand awareness campaigns.

Search vs. Discovery Marketing

• Search Marketing: Platforms like Google, YouTube (intent-driven).
  • Strategies: SEO, Google Ads.
• Discovery Marketing: Platforms like Facebook, Instagram (casual browsing).
  • Requires creativity and engagement.

Marketing Products vs. Services

• Products: Tangible, can demonstrate features and benefits.
  • Example: Showing features of a pen.
• Services: Intangible, focus on end benefits and outcomes.
  • Highlight current pain vs. future benefits.

B2B vs. B2C Marketing

• B2B (Business to Business): Marketing to other businesses.
• B2C (Business to Consumer): Marketing to everyday people.
• Differences:
  • B2B: Fewer, larger customers; more focused strategy.
  • B2C: More, smaller customers; broader approach.

Conclusion

• Understanding these distinctions and strategies is key to becoming a successful digital marketer.