MODULE 1

DIGITAL MARKETING
(KEY CONCEPTS)
GDAP PROJECT
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 COURSE OUTLINE
 Digital Marketing Introduction
 Digital Marketing Landscape and Techniques
 Digital Marketing Goals
 Digital Marketing Advantages and Disadvantages
 Legal and Regulatory Obligations
 Digital Marketing Strategy Considerations
 Content Marketing
 Policies and Access Controls
 Online Presence Solutions
 Creating a Web Presence
 Content Management Systems

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 OBJECTIVES
After completing this lesson, you should be able to:

• Understand the term digital marketing

• Define the main elements of digital marketing
• Identify typical goals when using digital marketing
• Understand the advantages of digital marketing
• Understand the limitations of digital marketing
• Recognise the main legal and regulatory obligations when
digital marketing in your country

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DIGITAL MARKETING OVERVIEW

People are spending more and more time online carrying out a range of tasks, including
shopping, searching for information, reading news, watching videos, using e-mail, booking
holidays, and using social media.

They are also using a wider range of devices such as laptops, tablets, and smartphones, allowing
them to be online anytime, anywhere.

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INTRODUCTION TO DIGITAL MARKETING
• Digital Marketing, sometimes called Internet or online marketing, can be
described as the set of techniques and technologies used to promote brands,
products and services to consumers over a range of online channels.

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DIGITAL MARKETING LANDSCAPE AND
TECHNIQUES

Some digital marketing techniques and tools available to businesses:

• Affiliate marketing – Rewarding a site or individual for each sale/lead it

generates as a result of promoting your business.

• Display advertising – Advertising online in a variety of formats. Display

advertising includes banner, text, image, and video ads on a webpage.

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DIGITAL MARKETING LANDSCAPE AND
TECHNIQUES Cont’d
• Content marketing – Creating and sharing useful,
relevant and quality
content to achieve marketing goals.

• Search engine marketing (SEM) – Increasing

website traffic and visibility
in search engine results pages through paid and
unpaid (organic)
methods.

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DIGITAL MARKETING TECHNIQUES
• Mobile marketing – Reaching consumers through their mobile phones,
smartphones and tablets.

• E-mail marketing – Reaching consumers directly via e-mail using text

and rich media formats.

• Social media marketing – Reaching consumers through social media

sites, such as Facebook, Twitter, and LinkedIn, to raise brand awareness,
and generate sales and website traffic.

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 DIGITAL MARKETING TECHNIQUES
• Search engine optimisation (SEO) – Optimising websites to increase their
visibility in search engine's unpaid results, also known as organic, natural or
earned results.
• Analytics – The process of using tools for tracking and analysing the behaviour of
website visitors to inform marketing strategy.

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DIGITAL MARKETING GOALS
Some typical goals might include:
• Increased brand awareness – Increasing brand
awareness among
current and potential customers.

• Lead generation – Generating ‘leads’: generating

customer interest in
your product or service and creating contact lists of those
users who have expressed interest.

• Sales generation – Generating sales of your products or

services –
probably the ultimate marketing goal.

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 DIGITAL MARKETING GOALS
• Informing customers – Keeping customers up-to-date by sharing news and
special offers with your target audience.

• Improved customer service – Strengthening your relationship with your

customers by improving customer service and assistance.

• Direct customer engagement – Engaging with customers directly.

• Generating Traffic – Increasing the number of visitors to your website.

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ADVANTAGES OF DIGITAL MARKETING

Digital marketing has many advantages over traditional marketing techniques.

• More cost effective: Digital marketing is generally less expensive than traditional
marketing channels such as television, radio and print. The design and production costs for
a print or TV ad, plus the cost of buying advertising space in a magazine or on a television
channel, are usually much higher than an online banner ad or video ad.

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ADVANTAGES OF DIGITAL MARKETING
• Easier to track and measure progress: The
effectiveness of a digital marketing campaign can be
measured as compared to a traditional media.

• The use of online analytics tools in a digital

campaign will give exact, reliable data for how
many people saw and engaged with (clicked) on
your ad but in a non-digital campaigns, the majority
of audience data is estimated and the numbers may
not accurately reflect the actual number of people
who saw or engaged with your advertisement.

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 ADVANTAGES OF DIGITAL MARKETING
Cont’d
• Larger demographic reach: Targeting your message to a particular demographic you are
more likely to reach people who are interested in your category of product or service.

• Higher engagement compared to traditional marketing: Digital marketing allows

customers to engage with brands more directly than with traditional marketing such as print
and television. Even though the engagement isn’t face-to-face, online interaction can happen
in real time, at any time, and directly between businesses and customers.

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ADVANTAGES OF DIGITAL MARKETING
• Catering to mobile customers: Ensuring that the content can be viewed easily on a
mobile device and the ability to reach mobile users with campaigns tailored to their
situation.

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 DISADVANTAGES OF DIGITAL MARKETING
There are also some limitations to digital marketing to be aware of:

• Lack of face-to-face interaction: With digital marketing, contact with customers is online,
so there is a lack of real-life interaction. This means that your campaigns may not reach
customers who prefer real-life, face-to-face contact with businesses. It may also mean that
useful feedback and insights from people who purchase (and don’t purchase) is lost.

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 Disadvantages Of Digital Marketing
• Can be obtrusive: It is important to conduct your
campaigns and design your content in a way that
doesn’t upset your audience or lead them to view it as
obtrusive. Pop-up ads are the best example of online
ads that people dislike.

• Time commitment to manage it professionally:

Planning and managing a digital marketing campaign
professionally will require a considerable amount of
time and resources. A badly-managed or abandoned
campaign or social profile can have negative
consequences for your business.

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DISADVANTAGES OF DIGITAL MARKETING
• May not be suitable for your product: There will be some customers you can’t
reach through online channels. For example, some customers in an older age bracket
may not be online, or in some countries online access may not be prevalent. It is
important to know about your target audience’s lifestyle and habits, and whether you
will be able to reach them online.

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LEGAL AND REGULATORY OBLIGATIONS
• Online activity is subject to laws and regulations.

• Compliance is essential to protect users and avoid penalties.

• Regulations vary by country and may change over time.

• Advertising platforms have their own guidelines and restrictions.

• Stay informed about the latest laws and regulations.

• Consult with a legal professional when in doubt.

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 LEGAL AND REGULATORY OBLIGATIONS

Common areas of concern include:

• Data protection and privacy

• Copyright

• E-commerce

• Advertising restrictions (e.g., age limits for alcohol, prohibited products)

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 Review Activity

• Divide yourselves in a group of 5

• Identify advantages and disadvantages of Digital Marketing for your preferred

brand.

• How do you mitigate the disadvantages to promote the brand.

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