Digital Marketing

30 Unique templates for Business & Marketing

Digital Marketing Hard Skills
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services.

Digital Marketing Hard Skill

2 4 6

Competitive Research Search Engine AI and Machine

Optimization and Learning
Marketing
1 3 5 7

Brand development Content Strategy Data Analytics Customer Data Security

and Branding and Privacy
Digital Marketing Soft Skills
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services.

Digital Marketing Soft Skill

1 3 5

Empathy Persuasiveness Adaptability

2 4

Curiosity Communication
 Email
Marketing
Viral Influencer
Types of Digital Marketing Marketing Marketing

Digital marketing is the component of marketing that utilizes internet

Content Mobile
and online based digital technologies such as desktop computers, Marketing
Marketing
mobile phones and other digital media and platforms to promote 10
products and services. Its development during the 1990s and 2000s,
changed the way brands and businesses use technology for marketing.
Types of Digital
SMM Marketing Radio & TV
As digital platforms became increasingly incorporated into marketing Social Media
ADS
plans and everyday life, and as people increasingly use digital devices Marketing
instead of visiting physical shops, digital marketing campaigns have
become prevalent, employing combinations of search engine
optimization (SEO), search engine marketing (SEM), content Pay per Click Electronic
Billboards
marketing, influencer marketing, content automation, campaign SEO
marketing, data-driven marketing, e-commerce marketing, social Search Engine
Optimization
media marketing, social media optimization, e-mail direct marketing,
display advertising, e–books, and optical disks and games have become
commonplace.
 PAID

- Google ADS
Digital Marketing Channels
- Bing ADS
- Yahoo ADS
Digital marketing is the component of marketing that utilizes internet
NIC

- Google and online based digital technologies such as desktop computers,

GA

- Bing
OR

- Yahoo mobile phones and other digital media and platforms to promote
- Yandex SEM - Website products and services. Its development during the 1990s and 2000s,
- Baidu - Push message
- Email changed the way brands and businesses use technology for marketing.

ct
O

e
- Customer base

r
SE

Di
DMC As digital platforms became increasingly incorporated into marketing
Digital plans and everyday life, and as people increasingly use digital devices
Marketing
instead of visiting physical shops, digital marketing campaigns have

ral
Channels
SM

- Facebook become prevalent, employing combinations of search engine

fer
- Pinterest
M

optimization (SEO), search engine marketing (SEM), content

Re
- Instagram
SMO - Affiliate marketing, influencer marketing, content automation, campaign
- PR marketing, data-driven marketing, e-commerce marketing, social
media marketing, social media optimization, e-mail direct marketing,
ID
PA

- Facebook ADS display advertising, e–books, and optical disks and games have become
- Pinterest ADS commonplace.
- Instagram ADS

ORGANIC
 Attraction

Checklists Viral content

White papers Infographics

Content for the B2C Buyer’s

Content for the B2B Buyer’s

Industry Report Blog posts

Consideration
Journey

Journey
Webinars Videos

Case studies Buyer guides

ROI Calculators Product demos

Testimonials Reviews

Conversion
 Old Broadcast New Customer Networks

TV, radio, out-the- Organic searcg,

door
Awareness Blogs

Direct mail, post Online reserch,

materials
Consideration User reviews

Product tests, Social networks,

Comparison Preference Youtube, Local search

Purchase: online,
In-store purchase Action in-store, mobile

Long-term relationships:
Rewards points Loyalty Facebook, Twitter, Email. Up-
selling

Advocacy Reviews, links, likes

 Choosing the best digital
marketing channels

1 2 3 4 5

Define your Define your

Test channels Analyze Adapt
business goals audience

What are your business Learn about the audience SEO and Content Analyze ROI on each Come up with solutions
assets? marketing channel

Stick to the most

What are your marketing Use research tools to Paid advertisment Gather feedback profitable channels
assets? build audience persona

Social media organic Learn from users’ Co-ordinate your

What is your budget? Understand your audience’s campaigns and paid ads behavior campaigns
buying habits

What are your goals? Email marketing Refine your campaigns Maximize your customer
Keep this in mind whenever acquisition
you create new content
 Goals and Objectives

SEO and SEM

Identify your customers

Mobile marketing

Digital Marketing SMM Social Media Measure

Strategy

Identify your competitors Email marketing

Content marketing

Decide the role

 Market Segmentation

Market segmentation
approaches

Undifferentiated market
Behavior oriented processing

Concentrated market processing

Reasons and Meaning Strategies
Objectives
Method oriented
Differentiated market processing

Management oriented

Quantitative Qualitative
Development Social Media Strategy
70% of marketers list increasing brand awareness as their number one goal for marketing on social media
platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social
media marketing teams.

Define objectives and Choose platforms and Create content and

Prepare and analyze Measure success
target audience channels create presence

• Assign and train staff
and team.
• Create guidelines and
manuals.
• Analyze target audience
and questions of
prospective platforms.
• Set strategic orientation.
• Define target audience.
• Define realistic and
measurable objectives.
• Concentrate on established
social media platforms.
• Create and share related • Measure target achievement.
content.
• Adjust strategy and
• Manage added value for objectives accordingly.
target audience.
• Modificate content and
• Respond to comments and organizational process.
give relevant feedback.
 The Generation Defined

Born 1997 - 2012

Born 1981 - 1996

Born 1965 - 1980

Born 1946 - 1964

Born 1928 - 1945

1920 1940 1960 1980 2000 2020

B Silent B Boomers B Generation X B Millennials B Generation Z

Marketing Mix 4Ps
The term "marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion (also known as the "4 Ps"). The
marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".

In the 1990s, the model of 4 Cs was introduced as a more customer-driven replacement of the 4 Ps. There are two theories based on 4 Cs: Lauterborn's 4 Cs
(consumer, cost, convenience, and communication), and Shimizu's 4 Cs (commodity, cost, channel, and communication).

Promotion refers to marketing communications may comprise elements such as: advertising, PR,
direct marketing and sales promotion. Promotion

A product refers to an item that satisfies the consumer's needs or wants.

Products may be tangible (goods) or intangible (services, ideas or experiences). Product
Measure of the 4Ps
must be
Price refers to the amount a customer pays for a product. coordinated
Price may also refer to the sacrifice consumers are prepared to make to acquire a product (e.g. time or effort). Price
Price is the only variable that has implications for revenue.

Refers to providing customer access.

Considers providing convenience for consumer. Place
Customer Journey
The customer journey mapping approach for service design was first introduced by OxfordSM (at the time called Oxford Corporate Consultants)
in 1998, in support of Eurostar to establish and implement their corporate mission and brand proposition. OxfordSM went on to use the
approach widely, including with the UK Government, through which the guidance on the technique was publicly published. It has subsequently
become one of the most widely used tools for service design and have been utilized as a tool for visualizing intangible services. A customer
journey map shows the story of the customer's experience. It not only identifies key interactions that the customer has with the organization, but
it also brings user's feelings, motivations and questions for each of the touchpoints. Finally, a customer journey map has the objective of
teaching organizations more about their customers.

Product
Ad SMM Website Email Call Vendor contact Price
presentation

Other Data sheet

Service visit Usage of goods Packaging Delivery Invoice Offer
communication
 Customer

Marketing Strategy
Pentagon
Marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage. Government Currency

Strategic planning involves an analysis of the company's strategic Marketing

initial situation prior to the formulation, evaluation and selection of Strategy
market-oriented competitive position that contributes to the company's Pentagon
goals and marketing objectives.

Strategic marketing, as a distinct field of study emerged in the 1970s

and 80s, and built on strategic management that preceded it. Marketing
strategy highlights the role of marketing as a link between the
organization and its customers.

Company Competitor
 Situation
Marketing
Analysis
Marketing plan phases
Control

Marketing strategy is a process that can allow an organization to

Marketing concentrate its limited resources on the greatest opportunities to
Objectives increase sales and achieve a sustainable competitive advantage.
Implementat
ion and Strategic planning involves an analysis of the company's strategic
Realization initial situation prior to the formulation, evaluation and selection of
Customer
market-oriented competitive position that contributes to the company's
goals and marketing objectives.
Marketing
Strategy
Strategic marketing, as a distinct field of study emerged in the 1970s
Marketing and 80s, and built on strategic management that preceded it. Marketing
Tools strategy highlights the role of marketing as a link between the
SBU organization and its customers.
Planning
Digital Marketing Tactics
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other
digital media and platforms to promote products and services.

Social Media SMM 48%

Digital Advertising 23%

Email Marketing 23%

Search Engine
Optimization SEO 18%

Print adv and

17%
Direct mail

Content Marketing 13%

Other 34%

0% 50% 100%
 Secure Dedicated
Contact Database Real Time
Email Marketing
Management Comprehensive
Server
Reports

Spam and
Deliverability
Preview
Best Practices
Checking
Email Marketing
Email marketing is the act of sending a commercial message, typically to a group of people,
using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It involves using email to send advertisements, request business,
Professional and or solicit sales or donations. Email marketing strategies commonly seek to achieve one or
Responsive
design more of three primary objectives, to build loyalty, trust, or brand awareness. The term usually
refers to sending email messages with the purpose of enhancing a merchant's relationship with
current or previous customers, encouraging customer loyalty and repeat business, acquiring
new customers or convincing current customers to purchase something immediately, and
sharing third-party ads.
 Social Media

Facebook Twitter Youtube Instagram Pinterest

+25% +15% +41% +8% +33%

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 Comparing users by device type
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VS

Desktop users Users of mobile

devices
35% 65%
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2010

Time
 Potential
customers
 Planning Marketing Activity

Project Q1 Q2 Q3 Q4 Total Result:

Facebook 12 670 12 450 12 670 12 450 50 240

Instagram 6 800 6800 6 800 6800 27200

Twitter 9 300 10 400 9 300 10 400 39 400

SEO 13 450 13 450 13 450 13 450 53 800

Content marketing 25 900 26 900 25 900 26 900 105 600

Google Ads 130 800 130 700 130 800 130 700 523 000

Email marketing 19 800 19 150 19 800 19 150 77 900

Push message 145 780 145 000 145 780 145 000 581 560

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 Planning Marketing Activity

Project 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Facebook

Instagram

Twitter

SEO

Content marketing

Google Ads

Email marketing

Push message

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 Social Media Analytics

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Q1 41%

Q2 11%

Q3 83% Social Media Analytics

Q4 24%
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Facebook Instagram

2022
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 Situation Analysis

Marketing Management 1
Cycle
Analysis Phase
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Monitoring Targers
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Control Phase
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Planning Phase
Organization 6 Management 3 Strategies
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5 4 Budget
sed. Max Realization Phase
 Data Management Platform

Collect Data Transform Data Manage Data Implement Data

Management Data Warehouse

Share
Data Transfer
Web Analytics Acquisition Analysis Report
Improve

Ads Server Prognosis

Key Performance Indicators KPI
A performance indicator or key performance indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular
activity (such as projects, programs, products and other initiatives) in which it engages.

Marketing KPI

1 2 3 4

Reach Act Convert Retain

Awareness and hits Interaction and Leads Sales and revenue Loyalty and advocacy

Unique visitors Number of leads Number of sales Active customers %

Bounce rate Lead conversion % Sales conversion % Customer conversion %
Revenue per visit Target value per visit Sales value Existion sales value %
Search queries Page views registration Average purchase value Referrals
 Marketing Activity Web Analytics
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Transformation Develop Key

Collection
Data to Performance
Data
Information Indicators KPI

Implement Create Online Analyze

Strategy Strategy Data
Classification Customers by Revenue: ABC Analysis
100%
Turnover, Value in %

90%

80%

70%

60%

50%

40%

30%

20%

10% A B C
Range of Products, Quantity in %

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
 4P Marketing Mix

Product

Main usage Side usage Additional Brand Content Quality Packaging

usage

Price

Conditions Rebate Discont Leasing

Promotion

Advertisement Sales Sponsoring Sale Event PR

promotion

Place

Strategis Physical Location

distribution distribution
and sales and logistic