Digital Marketing Lecture Notes

Introduction to Digital Marketing

• Digital marketing is marketing through digital channels.
• Channels include SEO (Search Engine Optimization), social media, PPC ads (e.g., Facebook Ads, Instagram Ads), email marketing, and website optimization.
• Traditional Marketing: Uses media like TV, radio, newspapers, magazines, billboards. It still works but has different advantages.
  • Digital vs. Traditional Marketing:
    • Audience Size: Digital channels can reach billions online.
    • Audience Targeting: Allows for laser-focused targeting.
    • Cost-Effectiveness: Digital ads are generally cheaper.
    • Immediate Feedback: Faster results and adjustments.
    • Measurability: Easier to track and adjust in real-time.

Strategy vs Tactics

• Strategy: The big picture; foundation of marketing efforts.

  • Core Four: Model, Market, Message, Media
    • Model: Business structure, offers, pricing, and services.
    • Market: Your target audience, ideal customer avatar.
    • Message: Communication to the market about their problems and your solutions.
    • Media: Digital channels where the marketing is conducted.

• Tactics: Execution of the strategy.

  • Examples: Posting frequency, content type, scheduling.

Organic vs Paid Marketing

• Organic Marketing: Free content distribution (e.g., posts on social media without promotion).
• Paid Marketing: Paid promotions to reach a wider audience.
  • Platforms: Facebook Ads, Instagram Ads, YouTube Ads, LinkedIn Ads, Google Ads.
  • Considerations: Time vs. Money, and speed of results.

Direct Response vs Brand Awareness Marketing

• Direct Response Marketing: Immediate and measurable action (leads, sales, sign-ups).
• Brand Awareness Marketing: Long-term focus on trust and authority.
• Key Point: Avoid using brand awareness campaigns expecting direct response results.

Search vs Discovery Marketing

• Search Marketing: Platforms like Google and YouTube, users have high intent.
  • Techniques: SEO, Pay-per-click advertising.
• Discovery Marketing: Platforms like Facebook, Instagram, users are casually browsing.
  • Approach: Need to be creative and entertaining to capture interest.

Products vs Services Marketing

• Products: Tangible, can be shown and demonstrated.
• Services: Intangible, focus on end benefits and outcomes.
  • Strategy: Highlight pain points and show transformative benefits.

B2B vs B2C Marketing

• B2B (Business to Business): Marketing to other businesses.
  • Typically involves fewer but larger customers.
• B2C (Business to Consumer): Marketing to individual consumers.
  • Typically involves more but smaller customers.

Conclusion

• Understanding these core principles is essential for effective digital marketing.