Digital Marketing:

Digital Marketing is the practice of promoting products and services using digital distribution channels to reach
consumers in a personal and cost-effective manner.
• Key components to master Digital Marketing:

1. Brand Identification and Consistency: It is important to identify what your brand stands for; that’s the story you will
be telling to your customers. This story will help you decide the words, phrases and concepts you’ll use in Search Engine
Optimization
2. Search Engine Marketing: Over 85% of consumers use a search engine (No prizes for guessing which one) before
buying, according to a report from Felishman-Hillard. Search Engine marketing is the low hanging fruit of digital
marketing. Because you only pay for the advertising when someone clicks on the link, it has one of the healthiest ROI
ratios.
3. Content Optimization: It is important to provide valuable and original content on all your digital platforms. Marketers
today need to ensure that websites are optimized to be responsive enough to adapt to any device and browser.
4. Social Media Outreach: The interactive nature of social media is of paramount importance to brands. Through it,
marketers are able to initiate discussions about their industry, products or brands. Facebook obviously, is the king – the
medium with the largest impact and presence. For businesses based on visual representation, Pinterest works better.
For those based on information, Twitter or Medium may be good choices. Google + is one network that must never be
ignored, since it aggregates features from all other social media.
5. Sales leads and conversion: One of the key objectives of digital marketing must be to gather customer information.
Building a customer base across many mediums is vital to build relations with the consumer in the long term. Analytics
software such as Google analytics has opened up a whole new world of demographic targeting.
6. Mobile Marketing: Mobile marketing is multi-channel online marketing technique focused at reaching a specific
audience on their smart phone, tablets, or any other related devices through websites, E mail, SMS and MMS, social
media or mobile applications.

Mobile marketing can provide customers with time and location sensitive, personalized information that promotes
goods, services and ideas 32

• Digital Marketing Glossary:

1. Click-Thru Rate (CTR):

The percentage of people who actually click on a link (e.g., in an e-mail message or sponsored ad) after seeing it.
2. Cost-Per-Acquisition (CPA):

Represents the ratio of the total cost of a pay-per-click (PPC) campaign to the total number of leads or customers, often
called “CPA” or “conversion cost.”
3. Cost-Per-Click (CPC):

A method of paying for targeted traffic. For a fee, sites like Google or
Facebook direct traffic to your site. You agree to pay a set amount for every click.
4. CPM:
This is the “cost-per-thousand” views of an advertisement. Often, advertisers agree to pay a certain amount for every
1,000 customers who see their ad, regardless of conversion rates or click-thrus. The “M” in “CPM” is derived from the
Latin word for 1,000
5. Inbound Link:
A link from another website directed to yours, also known as a “backlink.”
Related marketing areas that focus on inbound links include link popularity, social media and online PR, all of which
explore ways to collect quality links from other websites.
6. Landing Page:
A stand-alone Web page that a user “lands” on, commonly after visiting a paid search-engine listing or following a link in
an email newsletter. This kind of page often is designed with a very specific purpose (i.e. conversion goals) for visitors