Digital Marketing Basics

Define digital marketing as an umbrella term for marketing using digital technologies, mainly on the internet, including mobile, display advertising, and other digital media. Start with a glossary of terms.

Master essential digital marketing terms such as call to action, CPC, CPM, LTV, and SEO, with practical examples and how they shape online advertising strategies.

Explore how digital marketing has evolved from the 1990s to 2000s and from 2000 to today, highlighting key milestones.

Explore the four online advertising types—paid, owned, partnership, and earned—with examples like Google AdWords, Facebook campaigns, owned websites or blogs, partner-owned media, and earned media.

Use paid media to drive traffic to your site by renting ad space on Facebook. Leverage targeting and analytics, but monitor budget risk to avoid losing money.

Owned media includes your website and blog, offering free, controllable posting to engage fans. Leverage free channels like Facebook pages to drive followers and communicate directly.

Leverage partnerships as a free, high-impact media channel within your ecosystem, collaborating with vendors and customers to promote valuable content and reach audiences on Facebook.

Earned media uses online word of mouth from press and social coverage to spread interesting content via PR teams, sparking shares and boosting SEO.

Explore how digital marketing channels categorize paid, owned, earned, and partnership media, detailing ppc, cpc, cpl, websites, blogs, email, webinars, social profiles, mobile messaging, and pr.

Explore pay per click advertising on search engines, including Google AdWords and display ads with AdSense, learn how bidding, relevance, and clicks drive leads, e-commerce revenue, and brand awareness.

Retargeting overlays pay-per-click by displaying ads to past site visitors on other sites, like AdRoll, converting window shoppers and leveraging the same display ads and PPC model.

Wrap up paid media options and introduce owned media within the marketing strategy. Revisit the workbook and prior exercises to see how paid options align with the plan.

Explore how website resource channels function as gated assets in B2B marketing, contrasting with blogs, guiding purchase decisions by offering ebooks behind a form.

Email marketing remains effective at scale, with strong conversion rates and tracking. Craft smart subject lines, conversational copy, clear calls to action, and segmentation to boost response.

Discover how social media enables brands to reach buyers through platform selection and message formats. Use the handywork book to craft compelling content that stands out.

Discover how mobile marketing uses sms communication, app push notifications, and geo targeting to deliver timely offers and boost store visits, leveraging a near-ubiquitous mobile audience.

Focuses on owned media and the upcoming website content, and motivates learners to apply the material through workbook exercises.

Define a focused strategy for leveraging owned media, blogs, and social channels, then boost reach with targeted email segmentation, outsourcing, and strategic partnerships.

Understand the difference between UI and UX and what makes a site work. Apply user-centered design, clear copy, fast performance, and visible calls to action, guided by analytics.

Apply a four-point, customer-centered web copy framework to your site. Introduce the product, speak to the customer, share testimonials and advantages, and include a clear call to action.

Explore how web analytics measure and report data to understand and optimize page visits, tracking unique visitors, referrals, bounce rates, and exit pages with tools like Google Analytics.