C E RT I F I C AT E I N D I G I TA L M A R K E T I N G

Module 1:
Marketing Fundamentals
 M A R K E T I N G F U N D A M E N TA L S
Becoming a digital marketer is a journey. In this module you will learn the framework that will help you organize
and plan your approach.
Lesson Topic Description
1 Welcome to Digital It will teach you the fundamentals to help you navigate and thrive in this fast-growing
Marketing field.
2 The Digital It will provide a framework to help you make the right decisions in an ever-changing
Marketing digital marketing environment. Learn about our marketing map that covers the What,
Framework Who, How, Where, and When of marketing
3 What: Your Business It begins with understanding the “what” you are marketing. Learn how to articulate a
business model in a concise targeted way.
4 Who & When: Your The customers drive all marketing actions. Get to know this customer through empathy
Customer maps and hone in on your target by developing a user persona. Learn the different
stages of the customer journey your customer will go through to reach you.
5 Where: Marketing There are many different ways to reach your customer at different stages in their
Channels journey, with an increasing number of marketing channels from which to choose. Align
your choice of marketing channel with the customer journey to achieve the best results.
6 Why: Marketing Setting marketing objectives and measuring your progress toward them with Key
Objectives & KPIs Performance Indicators is a crucial step of the planning process.
1. Welcome to Digital Marketing

01 Introduction to Digital Marketing

02 Evolution of Digital Marketing
03 Why Digital Marketing & Future
04 SEM: Search Engine Marketing
Introduction

Digital Marketing is a platform which enables a business have a digital presence and also
provide business solution for each business based on their problem and providing customized
solution.
 Digital Marketing is the marketing of products or
services using digital technologies, mainly on the
Internet, but also including mobile phones, display
advertising, and any other digital medium.
 Digital Marketing
is a platform which enables a business have a
digital presence and also provide business solution
for each business based on their problem and
providing customized solution.

“Digital marketing
uses the internet and Information Technology
to extend and improve traditional marketing
functions.”

(Urban, 2004) David Chaffey

Evolution of Digital Marketing
Types of Media TV
Reach
Print

Offline
Radio
Frequency/
Outdoor
Reminder
Cinema
Media

FB, Twitter,
Social Insta, Snapchat

Google, Bing,
Online Search Yahoo, Youtube

Websites,
Other Apps, Blogs,
Long tail
 • E-mail • SEO
• Marketplace • SEM
marketing

• Social Media
• Youtube
• SMS • Affiliate Marketing
• Influencer
Marketing

“Digital Marketing
as achieving marketing objectives through applying digital
technologies and media.”
Platforms

Google Search Youtube Facebook Instagram

Types Types Types Types
Display PreRoll Domain Photo
Search Network Bumber Multi-Product Video
Display Ad (Carousel Ads) Carousal
Overlay Ads Offer Stories
And more
Advantages and Disadvantages of Digital Marketing
Advantages Disadvantages
Target can be set Can be copied
Fast result seen Requires proper attention
Cheaper Might not be suitable
Broad and global reach Reputation if negative
sentiment
Result can be measured Depends on technology
Personalization Not all are using it
Improve relationship Needs human resources in
digital marketing
Take the advantage of
social media
Career in Digital Marketing
 Other Career in Digital Marketing
Business • Online Shop • Marcomm
Owner • Consultant • Digital Strategist
• Content Creator/media • Socmed Specialist
• Online Content Writer
• SEM Specialist
• Community Specialist
• Videographer
• Photographer
Profesional
• Digital Designer
Agency / Client • CRM Manager
Side
• Digital PR, etc
Hiring in Digital Marketing
Hiring in Digital Marketing
2. The Digital Marketing Framework
A digital marketing framework
helps you create your digital
marketing strategy. The right
framework will help you plan and
prioritize your activities. It helps
you visualize how everything
you’re working on fits together.
Digital marketing
framework as a set of
guiding principles we use to
decide how to promote and
sell a product or service
using digital channels.
Digital Marketing Plan

A digital marketing plan is a

document sharing the details
for all the planning for your
digital marketing campaigns
or actions.

It details, among other things:

- Short, medium and long
term business goals. –

The strategies to achieve the

goals at the digital level.
Conduct Research!
Ideally you will then
approach the organization
with the best fit to start SWOT
Involves in identifying
Competitor your partnership
the audience and adapting Own digital
Benchmarking conversations with which
a speech to their interests, is an essential part of marketing
level of understanding, creating a solid review
attitudes, and beliefs. foundation

2 4
Audience and The process of Online Partner A strategy development tool
Customer
Analysis
comparing your that allows a digital firm to
Analysis company against a determine its Strengths,
number Weaknesses,
of competitors using a Opportunities and
set collection of metrics. Threats to leverage its
best areas and work on

1 3
perfecting its weak points to
ensure success.
Key Digital Strategist
Reach
Awareness and visits
• SEO
• PPC Act and Convert
Interaction & Leads, Sales and Profit
• Affiliate Marketing
• Digital Advertising • Conversion Rate
• Digital PR Optimization Engage
• Influencer Marketing • E-commerce Management Loyalty and Advocacy
• Social Media • Lead Generation
Marketing • Landing Page Optimisation
• Content Marketing Strategy
• AB testing
• Email Marketing
• Customer Service and support
A Digital Marketing Strategist is responsible for
developing solutions to meet clients' brand objectives • Social CRM
based on consumer insight and data.
AIDA Concept

The consumer becomes aware of a category, product or brand

The consumer becomes interested by learning about brand

benefits & how the brand fits with lifestyle

The consumer develops a favorable disposition to buy towards the brand

The consumer forms a purchase intention, shops around, engages in trial or

makes a purchase
3. What: Your Business

It begins with
understanding the “what”
you are marketing. Learn
how to articulate a
business model in a
concise targeted way.
What is a Brand Strategy?
Branding is process of giving identity and image to the
product as to create an impression in the mind of consumer.

Brand strategies are based on specific goals like:

• Increasing overall awareness
• Building positive perception through interaction
• Encouraging loyalty and advocacy
4. Who and When: Your Customer

The customers drive

all marketing actions.
When is Your Customer ?
 For us to know exactly our
customers, customer
intelligence is important
because it lets you know what
your customers need so that
you can provide better service
Customer intelligence is the gathering and
and drive growth in your analyzing of customer data. It helps you get to know
company. more about your customers’ actions regarding your
business.
5. Where: Marketing Channels

Digital marketing is opening

windows of opportunities for
B2B marketers to promote their
companies on a wide range
of digital marketing channels

Digital marketing channels are

anything that get your product or
service in front of your desired
audience, online; and with billions of
people across the world accessing
online services daily.
Digital Marketing Channels
Content marketing is a form of marketing
focused on creating, publishing, and
distributing content for a targeted audience
online.
Search Engine Optimization (SEO) is a collection of tools
and best practices that help your website rank higher in
search engine results, thereby driving more traffic to your
site and potentially more business.
Digital Marketing Channels
Pay-per-click, is an internet advertising model
used to drive traffic to websites, in which an
advertiser pays a publisher when the ad is
clicked.

Affiliate marketing is a type of performance-based

marketing in which a business rewards one or more
affiliates for each visitor or customer brought by the
affiliate's own marketing efforts.
Digital Marketing Channels
Pay-per-click, is an internet advertising model
used to drive traffic to websites, in which an
advertiser pays a publisher when the ad is
clicked.

Affiliate marketing is a type of performance-based

marketing in which a business rewards one or more
affiliates for each visitor or customer brought by the
affiliate's own marketing efforts.
Digital Marketing Channels
Social media marketing is the use of social media
platforms and websites to promote a product or
service.

Email marketing is the act of sending a commercial

message, typically to a group of people, using email.
Digital Marketing Channels

Viral marketing or viral advertising is a business strategy

that uses existing social networks to promote a product.

Online PR (online public relations) is the public relations

work of communicators via available online communication
channels (and also communication tools).
Digital Marketing Channels

Influencer marketing is a form of social media marketing involving endorsements and product placement from
influencers, people and organizations who have a purported expert level of knowledge or social influence in their field.
6. Why: Marketing Objectives and KPIs

You need to assign numbers, deadlines, and metrics to each of your marketing
objectives.

KPIs and marketing metrics allow you to evaluate progress along the way and
assess results at the end of your campaign. Without benchmarks for your goals,
you will have no way of knowing if your work was successful.

Without benchmarks for your goals, you will have no way of knowing if your work
was successful.
Sample SEO: Objectives & KPIs