Introduction to Digital Marketing
Digital marketing is a way to promote products, services, or ideas using online platforms and technologies. It helps businesses connect with their audience more effectively and measure how well their campaigns perform. To understand it fully, let's start with some foundational concepts.
Fundamentals of Marketing & The Marketing Funnel
Marketing is about attracting and engaging customers by meeting their needs. The marketing funnel illustrates the steps people take before becoming customers: awareness, interest, consideration, conversion, and loyalty. Knowing this helps marketers design strategies tailored to each stage.
Offline vs Online Marketing & Performance Marketing Terminology
Offline marketing includes traditional advertising like print, TV, and events. Online marketing uses digital channels such as social media, websites, and email. Performance marketing focuses on results with metrics like CPC (cost per click), CTR (click-through rate), and conversion rates to track success.
Digital Marketing Channels & Market Research
There are many channels through which digital marketing happens, including social media platforms, search engines, email, and content marketing. Market research involves studying your audience and competitors to make informed decisions and create targeted campaigns.
Content Creation & Social Media
Creating engaging content is essential to connect with your audience and build a brand online.
Content Strategy & Creation
Developing a content strategy means planning what kind of content to create, when to publish it, and how it aligns with your marketing goals. Good content provides value, tells a story, or solves a problem for your audience.
Graphic Design Essentials (Canva)
Visuals grab attention. Tools like Canva allow anyone to create eye-catching graphics, social media posts, banners, and more, even without professional design experience.
Social Media Engagement & Analytics
Posting content is just the start. Engaging with your audience by responding to comments, asking questions, and encouraging interaction builds community. Using analytics tools helps you understand what content works best, so you can improve future posts.
SEO & Web Analytics
Search engines are major gateways to online content. Understanding SEO and analytics is key to attracting and keeping visitors.
Introduction to SEO & Keyword Research
SEO (Search Engine Optimization) involves optimizing your website and content so search engines rank it higher in results. Keyword research finds the words your audience uses to search, helping guide your content creation.
On-Page & Technical SEO
On-page SEO refers to optimizing visible page elements like titles, headings, and images. Technical SEO focuses on behind-the-scenes factors such as site speed, mobile-friendliness, and proper indexing by search engines.
Google Analytics Basics
Google Analytics tracks user behavior on your site — like how visitors find you, which pages they visit, and how long they stay. This data helps improve user experience and marketing strategies.
Advertising & Email Marketing
Paid advertising and email marketing are powerful ways to expand reach and maintain connections.
Fundamentals of Google Ads
Google Ads allow you to create paid campaigns that appear in search results or on other websites in Google’s network. These ads can be targeted based on keywords, location, and demographics.
Social Media Advertising (Facebook & Instagram Ads)
Facebook and Instagram offer advertising platforms where you can design targeted campaigns to reach specific groups based on interests, behavior, and demographics.
Email Marketing Essentials (Mailjet)
Email marketing involves sending newsletters, promotions, or updates directly to subscribers. Tools like Mailjet simplify creating attractive emails, managing subscriber lists, and automating campaigns to nurture customer relationships.
This overview provides a solid foundation for understanding digital marketing’s many components. Each chapter covers essential knowledge to help you develop effective online marketing strategies.
