PAU Slide 1: Introduction to Digital Marketing

 Title: "Understanding Digital Marketing"

Define Digital Marketing: Digital marketing is a way of promoting and advertising things,
like products or services, using the internet and other digital tools. It's like using the online
world to tell people about something you want to sell or share.

Highlight the shift from traditional to digital methods: Before, people used things like
newspapers and TV for advertising. Now, we use the internet and social media. So, digital
marketing is how we promote stuff in today's world.

Example: Think about how in the past, companies might put ads in newspapers. Now, they
might use Instagram or Facebook to show their ads to many people at once. That change
from newspapers to social media is what we mean by the shift from traditional to digital
methods.

Imagine you have a small business selling handmade accessories. In traditional marketing, you might
distribute flyers in your local community. But in digital marketing, you could create a Facebook page or
Instagram account to showcase your products. You can post pictures of your unique accessories, share
stories about how you make them, and even run ads to reach a wider audience beyond your local area.
This way, people from different places can discover and purchase your handmade items through the
power of digital marketing.

PAU Slide 2: Overview of Digital Marketing

Key Components of Digital Marketing

 Social Media: Platforms like Facebook, Instagram, Twitter, and LinkedIn for brand
promotion and engagement.
 Search Engines: Optimization through SEO and paid advertising on search engines like
Google.
 Email Marketing: Utilizing email campaigns for direct communication with the audience.
 Content Marketing: Creating and distributing valuable content to attract and retain a
specific audience.

Example: When a business uses social media, they can create engaging posts, run
advertisements, and interact with customers directly. For search engines, optimizing
content for SEO (Search Engine Optimization) helps the business appear higher in
search results. Email marketing involves sending promotional messages directly to a
customer's inbox, and content marketing focuses on creating valuable and relevant
content to attract and retain a target audience.

Mention the versatility of digital marketing strategies.

 Explanation: Digital marketing is versatile, meaning it offers a range of strategies and
approaches that can be tailored to specific business goals. Unlike traditional
marketing, digital marketing allows for more targeted and personalized campaigns.
Businesses can adapt their strategies based on the platform, audience, and marketing
objectives.

Example: A company might use different strategies on social media, such as running
contests to engage the audience, while using a more data-driven approach for search
engine marketing. This adaptability allows businesses to be more efficient and
effective in reaching their target audience.

Slide 3: Historical Evolution

Trace the evolution from the internet's inception to current trends:

Explanation: Digital Marketing has undergone significant changes since the early days of the
internet. In the beginning, simple websites were the primary online presence for businesses.

Example: Initially, businesses focused on creating basic websites with static content to
establish an online presence.

Key Milestones:

Dot-com Boom (late 1990s): Rapid growth of internet-based companies and

websites.

Introduction of Search Engines (late 1990s - early 2000s): Google, Yahoo, and
others changed how information was accessed online.

Social Media Emergence (mid-2000s): Platforms like Facebook and Twitter

transformed communication and marketing.

Mobile Revolution (2010s): The rise of smartphones led to a shift in focus towards
mobile-friendly content.

Big Data and AI Integration (2010s): Advanced analytics and AI-driven strategies
became essential for marketing success.

Early email campaigns to personalized, AI-driven email marketing:

  Explanation: In the early stages of digital marketing, email campaigns were a primary
tool for communication. Today, advancements in artificial intelligence (AI) have
transformed email marketing into a personalized and data-driven strategy.
 Example: Initially, businesses sent generic email blasts. Now, with AI, emails can be
personalized based on user behavior, preferences, and demographics, resulting in more
effective communication.


Slide 4: Key Concepts and Terminology

 Define terms like SEO, SEM, PPC, Social Media Marketing, Content Marketing,
etc.:
o SEO (Search Engine Optimization): This is the process of optimizing your
website content so that it appears higher in search engine results. In simpler terms,
it's like making your website more attractive to search engines like Google,
helping more people find it when they search for related topics.
o SEM (Search Engine Marketing): While SEO is about organic (unpaid) search
results, SEM involves paid strategies to increase visibility in search engine
results. This often includes paid advertising campaigns.
o PPC (Pay-Per-Click): A model of online advertising where advertisers pay a fee
each time their ad is clicked. It's a way to buy visits to your site rather than
earning them organically.
o Social Media Marketing: This involves using social media platforms like
Facebook, Instagram, and Twitter to connect with your audience and promote
your brand. It includes creating and sharing content on social media networks.
o Content Marketing: This is the creation and distribution of valuable, relevant
content to attract a target audience. It's about providing information and solutions
rather than directly promoting a brand.
o
o Scenario: If you have a small bakery in a city, optimizing your website for local
SEO might include using keywords related to your bakery and city. So, when
someone searches for "best cupcakes in [your city]," your bakery is more likely to
appear in the search results. This increased visibility can lead to more people
discovering and visiting your bakery.

Slide 5: Importance in the Modern Business Landscapes

1. Emphasize the significance for businesses in the current era.

o Meaning: In today's world, digital marketing plays a crucial role for businesses.
It's not just an option; it's a necessity for growth and success.
o Important Information: Traditional methods alone may not be sufficient in
reaching today's digitally connected consumers.
2. Discuss global reach, cost-effectiveness, and real-time interaction.
 o Meaning: Digital marketing allows businesses to connect with audiences
worldwide, making geographical boundaries less restrictive. It's also cost-
effective compared to traditional advertising methods.
o Important Information: Global reach means potential customers from anywhere in
the world can discover and engage with your business.

Example: A small business can use social media to reach a global audience without a huge
marketing budget.

o Meaning: Small businesses, often constrained by budget limitations, can

effectively use social media platforms to promote their products or services to
people around the world.
o Important Information: Social media platforms like Facebook, Instagram, and
Twitter provide cost-efficient ways for small businesses to showcase their
offerings and interact with a diverse audience.

Slide 6: Case Studies and Success Stories

The "Share a Coke" campaign utilized personalized labels and social media to engage
customers.

 Explanation: The "Share a Coke" campaign is an excellent illustration of a successful

digital marketing initiative. Coca-Cola created personalized labels with individual names
and encouraged people to share pictures of their personalized Coke bottles on social
media. This not only drove product engagement but also created a sense of personal
connection and user-generated content.
 Key Information:
o Coca-Cola used personalization to create a unique experience for customers.
o Leveraged social media platforms to encourage user participation and sharing.
o Resulted in increased brand visibility, user engagement, and a positive brand
image.

Slide 8: Conclusion
 SCRIPT

Hello, so good afternoon everyone, and to our professor for today, Professor Antonio Celis. We
are the group 1, and today we will discuss the introduction to Digital Marketing.

So dito tatalakayin natin kung ano ba yung tinatawag na digital marketing, although last
semester, eto yung last topic natin, let see it nalang as continuation or recap para masariwa
sainyo yung topic na to. So dito aalamin pa natin kung ano ano yung nakapaloob dito like the
importance,concepts, and also yung historical evolution paano nga ba siya nagsimula haggang sa
kung ano yung type ng digital marketing na ginagamit natin ngayon.

On behalf of my group, I am Miss Badiola and allow me to begin our report by letting you play
our mini game opener entitled Caption the......

So ang mechanics ng game natin, I will be showing you images, and then bibigyan niyo ng
simpleng caption. So dito we will going to pretend na isa tayo sa gumagawa ng digital
advertisment and kayo yung nakatoka sa caption bago ipost.

So di naman masasayang yung mga caption niyo kasi bibigyan namin kayo ng simpleng gift.

_____________________________

So I hope, nag enjoy naman kayo and na boost yung energy niyo para di kayo antukin mamaya.
So moving on to the discussion, let us first define the word digital marketing.
Define Digital Marketing: Digital marketing is a way of promoting and advertising things, like
products or services, using the internet and other digital tools. It's like using the online world to
tell people about something you want to sell or share.

Basta dito, when we say or heard the word digital marketing, we simply use the internet and
other digital tools. So ano ano ba yung mga digital tools? There, we have canva, na ginagamit
natin for editing images, and alam ko pwede ka na din mag edit ng video don, what else? Capcut
is also considered as digital tools kasi we sometimes edit video advertisements na pinopost natin
sa mga facebook shop, Instagram, and other mass media platforms that we operate. Nanjan din
yung ….

And also, extra information, before tayo magkaroon ng tinatawag na digital method, of course,
we first had the traditional method. Kung saan, gumagamit ang mga tao ng newspaper,
magazines, printed advertisements and so on para lang makarating yung advertisements sa mga
tao, but now, mas madali na with the help of the social media and internet.

Example, Ayesha who sells beaded bracelets.

Imagine you have a small business selling handmade accessories. In traditional marketing, you
might distribute flyers in your local community. But in digital marketing, you could create a
Facebook page or Instagram account to showcase your products. You can post pictures of your
unique accessories, share stories about how you make them, and even run ads to reach a wider
audience beyond your local area. This way, people from different places can discover and
purchase your handmade items through the power of digital marketing.

Yan, so before tayo mag move forward sa overview ng digital marketing, malinaw ba sa inyo
yung definition ng digital marketing? Yung example. So yan, now let us see the overview of
digital marketing. And here are the key components of it.

First on the list, we have of course, the social media.

1. Social Media: Social media platforms, such as Facebook, Instagram, Twitter, and LinkedIn,
are online spaces where people connect, share content, and engage with each other.

 Imagine a clothing brand using Instagram to showcase its latest collection through
visually appealing posts. Followers can comment, like, and share the posts, creating a
buzz around the brand and potentially leading to increased sales.

2. Search Engines: Search engines like Google serve as the gateway to information on the
internet. Optimization involves making your content easily discoverable through organic search
(SEO) or paid advertising (SEM).
SEO (Search Engine Optimization): SEO involves optimizing your website to improve SEO
(Search Engine Optimization):

 Definition: SEO is the practice of optimizing your website and its content to improve its
visibility and ranking on search engines like Google, Bing, or Yahoo, with the goal of
getting organic (non-paid) traffic.
 Example: Imagine you have a blog about healthy recipes. If you optimize your blog
posts by using relevant keywords, creating high-quality content, and improving the
website's structure, it can help your blog appear higher in search results when someone
searches for terms like "healthy dinner recipes" or "nutritious meal ideas."

SEM (Search Engine Marketing):

 Definition: SEM involves using paid advertising to promote your website on search
engines. It includes strategies like Pay-Per-Click (PPC) advertising, where advertisers
pay a fee each time their ad is clicked.
 Example: Continuing with the healthy recipes blog, if you use Google Ads to create an
advertisement for your blog that appears when someone searches for "quick and healthy
recipes," and you pay Google each time someone clicks on your ad and visits your site,
that's SEM. It's a way to get immediate visibility on search engines by paying for ads.

SEO VS. SEM

 Timeframe:
o SEO: It often takes time to see significant results with SEO because it involves
organic growth. It's a long-term strategy that requires consistent effort over time.
o SEM: Provides quicker results since it involves paid advertising. You can start
seeing traffic almost immediately after launching a campaign.
 Cost:
o SEO: Generally has lower ongoing costs compared to SEM, but the initial
investment in optimizing your website and creating quality content can take time.
o SEM: Involves direct costs for each click on your ads. The budget depends on
your industry, competition, and the keywords you're targeting.
 Sustainability:
o SEO: Builds sustainable, long-term results. Once your website ranks well
organically, you can continue to receive traffic without ongoing per-click costs.
o SEM: Provides immediate visibility but stops when you pause or end your
advertising campaign. It's a more immediate but potentially temporary solution.
 Goals:
o SEO: Best for building organic traffic, brand credibility, and long-term online
presence. It's suitable for businesses looking for sustained growth.
o SEM: Ideal for achieving quick visibility, especially for promotions, product
launches, or events. It's good for businesses looking for immediate results.
 Budget:
o SEO: Requires an upfront investment in optimization and content creation but
may have lower ongoing costs over time.
 o SEM: Involves direct costs for each click, and the budget needs to be managed
carefully. It may be more expensive in the short term.

3. Email Marketing: Email marketing involves sending targeted messages to a group of people
with the goal of promoting products, sharing information, or building relationships.

 An online retailer might send a personalized email to a customer who abandoned their
shopping cart, reminding them of the items and offering a special discount to encourage
them to complete the purchase.

4. Content Marketing: Content marketing focuses on creating and distributing valuable,

relevant, and consistent content to attract and retain a specific audience.

 A software company might create a series of blog posts and videos explaining how to use
their product features effectively. This not only helps existing users but also attracts
potential customers looking for solutions in the same niche.