Digital Marketing Overview

What is digital marketing?, Why are people going online?, Benefits of digital marketing, What does digital marketing consist of?, How digital marketing evolved, Search engine optimization (SEO), Pay per click (PPC), Social media Marketing (SMM), Digital marketing measurement.

Digital Marketing Overview

Digital Marketing Overview


  1. What is digital marketing?
  2. Why are people going online?
  3. What does digital marketing consist of?
  4. Benefits of digital marketing
  5. Social media Marketing (SMM)
  6. Search engine optimization (SEO)
  7. Pay per click (PPC)
  8. Digital marketing measurement


1. What is digital marketing?

Digital marketing is the process of building and maintaining customer
relationships through online activities to facilitate the exchange of ideas,
products, and services that satisfy the goals of both parties.


2. Why are people going online?

  • For information on a new product, service or location
  • If they have a question
  • If they are looking for help
  • If they want more information on certain individuals or organizations: 
    • Meeting attendants
    • General information (maybe about you…)
    • Business contacts
    • General information (maybe about you…)
    • Available jobs
    • New employees ETC.


With the constant growth of the web, and more people getting connected every day, digital marketing has become a necessity for many organizations. This also includes small businesses that want to trade online and make a name for themselves on the web.

The web is crowded with information. If you have a website, can these people reach you that are searching the web for answers?


3. What does digital marketing consist of?

Key Components

  • Website design (user experience)
  • Search engine optimization (SEO)
  • Social media marketing (SMM)
  • Pay per click (PPC)
  • Email marketing
  • Content marketing
  • Display advertising (banner ads)
  • Affiliate marketing
  • Online reputation management (ORM)


4. Benefits of Digital Marketing

There are many benefits of Digital Marketing,

  • Puts the consumer in control
  • Provides convenience
  • Increases satisfaction
  • Drives brand loyalty
  • Reduces the selling cycle
  • Reduces the cost of sales
  • Builds your brand
  • Provides targeted results
  • It is measurable
  • Cost-effective


5. What is Social Media Marketing(SMM)?

Social media is a medium and the medium is only a vehicle that amplifies social behavior.

The medium is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication.



6. What is Search Engine Optimization(SEO)?

Search engine optimization (SEO) is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.

All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.


7. What is Pay Per Click(PPC)?

Pay per click (PPC) is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, 'pay per click'.

Advertisers place bids on keywords or phrases that they think their target audience would type in a search field when they are looking for specific goods or services.


8. Digital Marketing Management

  • ROI (return on investment) = [(Payback - Investment)/Investment)]*100

Many tools and systems are available to calculate your ROI and to measure the effectiveness of your digital marketing campaign.


ROI Tools

  • Google analytics
  • Google webmasters tools
  • Basic google search
  • Google AdWords
  • Social media monitoring tools
  • Sentiment analysis tools



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