Digital Marketing Full Course - Part 1 Notes

Introduction to Digital Marketing

Digital marketing is more popular than traditional marketing.
People spend a lot of time online; think about activities that occur every 60 seconds on the internet:
- Social media interactions (Snaps, likes, tweets, etc.)
- Email communications
- Content viewing (video, audio)

Reach:
- Traditional: Limited reach (print, radio, TV)
- Digital: Extensive reach (ads on platforms like Facebook/Google)
Versatility:
- Traditional: Non-versatile, limited forms
- Digital: Highly versatile (text, video, images, display ads)
Communication Speed:
- Traditional: Delayed communication
- Digital: Instant communication
Campaign Measurement:
- Traditional: Poor measurement options
- Digital: Provides metrics and real-time results
Cost Management:
- Traditional: Higher costs (printing, postage)
- Digital: Cost-efficient (targeting options available)
Target Audience Reach:
- Traditional: Difficult to target
- Digital: Easy to choose specific demographics

Definition:
- Promoting a product or service through digital devices and technologies (laptops, mobile, apps).

SEO (Search Engine Optimization)
- Increasing organic traffic through search engines (e.g., Google)
- SEO Tips:
  - Ensure relevant keywords in title tags, headers, and descriptions.
  - Quality content is key for ranking
  - Optimize for mobile
SEM (Search Engine Marketing)
- Paid advertising on search engines (PPC ads)
Email Marketing
- Personalized email campaigns targeting specific sectors of the audience.
Affiliate Marketing
- Working with affiliates to promote products or services for a commission.
Content Marketing
- Creating and sharing valuable content (blogs, videos, infographics).
Social Media Marketing
- Engaging with audiences through platforms like Facebook, LinkedIn, and Instagram.
Mobile Marketing
- Targeting users through mobile-centric strategies.

Awareness Stage:
- Get customers aware of the product or service.
Consideration Stage:
- Help customers consider options based on features, engagement strategies.
Purchase Stage:
- Encourage purchase through promotions, reviews, easily accessible info.
Post Purchase Stage:
- Upsell other relevant products, track customer satisfaction, encourage feedback.

Digital Channels for Awareness: SEO, SEM, Social Media
Digital Channels for Consideration: Email, Display Ads, Content Marketing
Digital Channels for Purchase: Direct Offers, Mobile Notifications, Continued Social Engagement

Title Tags:
- Crucial for ranking in search engines.
- Include target keywords in titles; maintain character count within 60-65 characters.
Meta Descriptions:
- Give a brief overview of the web page’s content; optimize with keywords; keep under 160 characters.
Headers:
- Use a single H1 tag per page; use subsequent headers (H2, H3) to break up content.
URL Structure:
- Keep URLs short and straightforward; include keywords, avoid underscores.
Schema & Structured Data:
- Implement schema to enhance visibility in SERPs; includes product reviews, ratings, etc.
Image Alt Text:
- Helps convey the image’s content; aids in indexing and gives context to search engines.
Internal Links:
- Provide links within your site to related pages.
Sitemaps:
- Use XML sitemaps to help search engines index pages quickly and effectively.
Page Speed:
- Ensure quick load times to enhance user experience; ideally, under 3-4 seconds.

Link Building:
- Create backlinks from authoritative sites to improve credibility and ranking.
- Distinguish between "follow" and "nofollow" links.
- A strong off-page strategy combines influencer outreach, guest blogging, and social media engagement.
Referral Traffic:
- Links from other blogs or high-traffic sites can boost referral traffic to your pages.

Regularly update and optimize your digital marketing strategy based on performance metrics.
Focus on building high-quality content that is SEO friendly.
Engage with your audience across digital platforms to effectively promote your products/services.