Digital marketing uses internet and digital technologies to reach and engage customers through channels like:
Why digital marketing matters:
Digital marketing is marketing using digital channels to communicate, deliver value and build relationships with customers.
Scope includes:
A simple funnel view:
AARRR (growth funnel):
Example:
SEO (Search Engine Optimization) improves website visibility in organic search results.
SEO is long-term; it builds traffic and credibility.
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Advantages of digital marketing (any three):
It also supports two-way communication through comments and messages.
On-page SEO refers to optimisation on the website itself: content quality, keywords in title/headings, meta description, internal links and image alt text.
Off-page SEO refers to signals outside the website: backlinks, brand mentions, online reviews and reputation.
On-page improves relevance; off-page improves authority/trust.
Marketing management is “planning, organising, controlling and implementing of marketing programmes, policies, strategies and tactics designed to create and satisfy the demand for the firms' product offerings or services as a means of generating an acceptable profit.”
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Digital marketing uses internet and digital technologies to reach and engage customers through channels like:
Why digital marketing matters:
Digital marketing is marketing using digital channels to communicate, deliver value and build relationships with customers.
Scope includes:
A simple funnel view:
AARRR (growth funnel):
Example:
SEO (Search Engine Optimization) improves website visibility in organic search results.
SEO is long-term; it builds traffic and credibility.
Goals:
Content types:
Engagement:
SMM success depends on understanding audience and platform style.
Email marketing is sending messages to a list of subscribers/customers.
Uses:
Best practices:
Compliance:
Web analytics tracks user behaviour on websites/apps.
Common metrics:
Analytics helps improve user experience and marketing ROI.
Example: Test two subject lines and choose the one with higher open rate.
Ethical marketing builds long-term trust.
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SEO (Search Engine Optimization) is the process of improving a website so it appears higher in organic search results, increasing relevant traffic and trust.
Thus, SEO needs all three: relevance (on-page), authority (off-page) and performance/access (technical).