Introduction to Digital Marketing

Course Content

Introduction to Digital Marketing

Introduction to Digital Marketing

1. Digital Marketing Overview

Definition and Scope of Digital Marketing Digital Marketing Team Structures Duties and Interactions of a Digital Marketer Quiz: Digital Marketing Fundamentals

2. Strategic Channel Planning and Customer Journey Mapping

Setting Clear Marketing Objectives Introduction to Digital Marketing Channels Choosing the Right Channels Based on Audience, Competitors, and Goals Customer Journey Mapping: From Awareness to Conversion Quiz: Strategic Digital Marketing

3. Mastering Website & Landing Page Optimization for Conversions

High-Performance Website & Landing Page Optimization Understanding and Using Web Analytics Maximizing Marketing ROI: Budget Allocation & Campaign Performance Tracking Essential Digital Marketing Tools Setting Up Google Analytics Quiz: Website & Landing Page Optimization

4. Mastering Strategic Brand Communication & Content Optimization

The Role of Content in Digital Marketing Developing a Unique Selling Proposition (USP) & Defining Brand Voice Content Strategy & Optimization for Maximum Impact SEO Fundamentals: Ranking Higher in Search Engines Keyword Research: Finding & Targeting the Right Audience Quiz: Strategic Brand Communication

5. Mastering Social Media & Community-Driven Marketing

Introduction to Social Media Platforms Strategies for Audience Engagement and Brand Building Building and Engaging Online Communities UGC, Affiliate, and Influencer Marketing Case Study: How Apple Built a Loyal Brand Community Social Media Analytics & Performance Optimization Creating a Social Media Campaign Quiz: Social Media Marketing Mastery

6. Mastering Email Marketing

The Importance of Email Marketing Creating Effective Email Campaigns Email Automation and Workflows Tracking & Optimizing Email Campaign Performance Setting Up an Automated Email Campaign Quiz: Email Marketing Mastery

7. Mastering Pay-Per-Click (PPC) Advertising

Introduction to Pay-Per-Click (PPC) Advertising Building & Managing Successful PPC Campaigns Exploring Alternative Digital Advertising Strategies Ad Performance Optimization: Key Metrics & A/B Testing Creating a Google Ads Campaign Quiz: PPC Advertising Mastery

8. Leveraging AI in Digital Marketing

The Role of AI in Digital Marketing AI in Content Creation and Curation AI-Driven Digital Advertising Strategies Strategic AI Implementation in Marketing Quiz: AI in Digital Marketing Mastery

Exploring Alternative Digital Advertising Strategies

Banner ads and retargeting visually engage users on websites, keeping your brand top of mind and encouraging return visits or conversions.

Platforms like YouTube use videos to capture attention quickly. Video ads combine visuals and storytelling to create memorable impressions and drive actions through clear CTAs.

Integrated into platform content, native ads feel less intrusive, offering value while subtly promoting your brand.

Each platform offers unique ad formats:

Facebook: flexible formats like carousel ads and in-feed promotions;
Instagram: Story and Explore ads for immersive engagement;
LinkedIn: sponsored content for targeting professionals;
TikTok: creative, viral formats for younger audiences;
YouTube: skippable and non-skippable ads for storytelling or quick hits.

Combine authentic user-generated content with paid ads for relatability, and leverage influencers to amplify trust and reach.

Use tools like Lookalike Audiences and retargeting pixels to refine your reach. Advanced segmentation ensures ads are tailored for the most relevant users at the optimal times.

Allocate resources based on platform performance. Monitor metrics like CPC, CPA, and ROAS to ensure effective spending and campaign adjustments.

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Section 7. Chapter 3

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