Introduction to DigitalMarketingByIntroduction to Online Digital Marketing
Contents E-book TitleTable of ContentsLegal and Disclaimer NoticeIntroductionComponents of Digital MarketingDigital Marketing Channels/PlatformsDigital Marketing ToolsSome of Things Digital Marketing doesPromotional Elements Digital Marketing EmploysDigital Marketing ObjectivesFinal NoteDigital Marketing Glossary of Terms (Jargons)About AdHangE-books by Adhang.comIntroduction to Online Digital Marketing12345-678-910-111213-141516-232425
Legal and Disclaimer Notice You are free to share this e-book to friends, fans, colleagues,followers, etc.You are free to put this e-book in your news letter or add it toyour membership website, or system (be it free or paid).You are free to distribute this e-book.You are not permitted to change ―About AdHang detail‖, edit,or insert a link in this e-book.This e-book is for information purpose and not intended forlegal advise and you are to consult your legal adviser.AdHang has good intention of writing this e-book. However,AdHang cannot be liable for any misinterpretation or actionyou take as a result of using this e-book.Introduction to Online Digital Marketing
IntroductionInternet as a medium has come to stay, people use internet from communications to shopping for variousneeds. Companies, organizations, and institutions are beginning to harness internet to achieve theirnumerous objectives.Marketers need to understand what digital marketing entails in order to satisfy many marketingobjectives at any given time. This is the essence of this e-book, Introduction to digital marketingto explain various areas of digital marketing one by one. This e-book will help your company,organization, or institution to have a balanced knowledge of digital marketing.Everything necessary in digital marketing are listed and explained in this e-book, such as components ofdigital marketing, tools used in digital marketing, objectives of digital marketing, what digitalmarketing can do, promotional elements applicable in digital marketing, and finally listing digitalmarketing glossary of terms (Jargons).Internet is just like any other form of medium that can be used to reach target audiences in order tomarket and advertise products, services, ideas, etc.Let’s start.Introduction to Online Digital Marketing
Components of DigitalMarketingDigital marketing has six components, they’re: online content marketing, social media marketing,influencer/affiliate marketing, search engine marketing, internet display ads, and mobile marketing.Online content marketingOnline content marketing is a component of digital marketing that focuses on creating contents such asarticles, info graphs, videos, slide presentations, blog’s posts, photos, and so on. Social media marketingSocial media marketing focuses on marketing your products/services via social media platforms, there’responsored contents, display ads, etc.Some categories of social media are:Social networking, e.g. facebook, cokoyes.com; wikis ,e.g. wikipedia.org; news aggregator; forums, e.g.cokoye.com, photo share, e.g. flickr, instagram; and file sharing sites, e.g. slideshare. Online affiliate marketingOnline affiliate marketing is a branch of digital marketing that allows you to have other websites’ ownersand internet users advertising and promoting your products and services, and get paid a commissionwhenever a sale is made or particular action is performed by the user/person they refer through theiraffiliate links. There is also an angle in this component that is called influencers marketing. Introduction to Online Digital Marketing
Search engine marketingSearch engine marketing is a component of digital marketing where a message, advert or content isdisplayed and shown on search engines. There’re paid and organic search. 1. A paid search: paid search adverts are displayed on top, beside and bottom of searches.2. Organic search: organic search is that result you get whenever you perform a search in search enginesusing keywords. Organic search is achieved faster mostly by SEO (search engine optimization). Insearch engine optimization there’re ―onpage‖ and ―offpage‖ optimization.Internet display adInternet display has:1. Banner exchange : this has to do with exchanging your banner with another website’s owner.2. Sponsored banner: paying for banner placement on a particular website, e.g. www.cokoye.com allowsyou to pay for banners to rotate all over the community.3. Contextual ads : contextual ads are displayed when particular keywords are searched in searchengines, and whenever there’re contents that match what you’re selling or marketing.Also, on internet display ad, there’re ―above the folder ― and ―below the folder‖ display ads. Mobile marketingMobile marketing is a component of digital marketing that focuses on mini devices, such as tablets,mobile phones, feature phones, etc. This is often carried out using optimized mobile landing pages,applications, QR (quick response codes), text message, etc. Each of the components above has strategy, techniques, and options to effectively maximize their impactto digital marketing objectives and goals.Introduction to Online Digital Marketing
Digital MarketingChannels/PlatformsDigital marketing has channels/platforms, depending on your target audience, this will determine where,how and which digital marketing platform to use.There're thousands of digital marketing platforms out there . Examples of platform are:www.cokoye.com African open forum where Africans and people interested in Africa discuss issuesonline.www.facebook.com general social networking website.www.cokoyes.com African region social networking website.www.perfectvisualhost.com for website hosting, web address, and web design solutions in Nigeria.www.adhang.com digital marketing agency in Nigeria, west Africa.www.africatopforum.com where buyers and sellers meet, and much more.When it comes to platforms is important to say here that popularity doesn’t mean effectiveness. The vitalissue in digital marketing is performance and conversion (this is what helps you maximize yourdigital marketing spending and gives you good return on investment). Your competitors using aparticular platform doesn’t necessary mean they know what they’re doing.This is main reason you need to measure, monitor and constantly evaluate many digital marketingmetrics to ensure that results are consistent with company’s objectives. This is where hiring agencylike us Adhang.com becomes a good decision, especially if your target audience is Nigeria, orAfrica’s continent (being the region AdHang is located).Introduction to Online Digital Marketing
Digital Marketing ToolsDigital marketing has tools that are used in carrying out its various platforms and components’strategies. Listed below are major digital marketing tools: Article Press release Application Video Blog Whitepaper Internet presentation Report Case study Image/photo Website E-book Banner QR (quick response codes for mobile marketing) Info graph Email System/device (feature phone, laptop, desktop, tablet, etc)Introduction to Online Digital Marketing
PodcastText messageNews letterNeedless to say, there must be a digital marketing plan. Online media marketing planning is important indigital marketing, just like any other marketing medium. Before planning, you need to know what theorganization wants to achieve, and then think of how, when and where - to increase sales, educate theaudience, increase leads, brand awareness, etc.Planning will enable you to have an organized and well written digital marketing blueprint that willguide the spending and direction of all the campaigns .Download AdHang’s digital marketing plan template, go to the template template-straight-to-the-point/. Objective and goals: you should have objectives and goals you want to achieve in your digitalmarketing at any given time. This will be the reason behind company’s digital marketing campaigns. Strategy: to achieve the goals, you need strategies. Whether you call it strategy or not, this will bemethods(ways, steps, or routines) you need to take or use to achieve your goals. Tactics: to carry out your strategy in digital marketing tactic is vital. Good news is the templateabove and e-book below will help you. You can download AdHang’s e-book ―Digital MarketingPlanning and Strategy‖ The e-book is written to help you plan and execute effective digitalmarketing campaigns.Download digital marketing planning and strategy e-book here. This e-book will help you position yourcompany in digital space. It’s written using a balanced digital marketing method.Introduction to Online Digital Marketing
Some of Things DigitalMarketing Does Create awareness: digital marketing can help you create awareness for your products, services,program, etc. This is done using various digital marketing components and strategies, thereforeawakening the interest of the populace or consumers. Information: digital marketing can help you to inform and educate your target audiences orconsumers on any given issue important to the company or organization. Most people go online tolearn; digital marketing lets you provide information for people online. Persuasion: persuasion is one of ways digital marketing can help you. You use digital marketing topersuade a particular group of people or masses to agree/accept or patronize whatever the companyor organization wants. Promotion: promotion is one of major things digital marketing can help you do. Digital marketingcan help you promote anything by employing promotional elements online, such as direct marketing,publicity, advertising, public relation, etc. Promotion is common usage and help of digitalmarketing. Goodwill: digital marketing can help you portray and spread your good will message via internet tothe masses or target audience.Introduction to Online Digital Marketing
Increase popularity: digital marketing can help you increase popularity of any idea, endeavor,and brand via internet. Most of digital marketing activities, strategies and tactics are targetedat increasing popularity. Build or repair public opinion: digital marketing can help you build or repair public opinion ona given issue. This is common among public figures such as politicians, government’s officeholders, etc. Digital marketing is mostly used in this regard to portray good image of thepersonality or correct wrong impressions. To project goodwill: digital marketing helps organizations, associations, and institutions toproject goodwill by showing the populace what they have done or doing to make the society abetter place, such as life improvement project, donation to charity, etc.Introduction to Online Digital Marketing
Promotional Elements DigitalMarketing Employs:Marketing in general has 8ps ( product, place, price, promotion, process, physical evidence, people, andpartnership). All these 8ps have their various elements; our concern is the promotion. In digitalmarketing, following promotion elements are applicable: Direct marketing: email, sale’s article, chat, etc.Publicity: review by internet writers ( the success of a PR campaign is measured in terms ofimpressions—the number of times a company is mentioned in on the internet, there’re tools outthere to track this).Public relation: press release, video news release (VNR).Sponsorship.Word of mouth: social media mentioning, e.g. users mentioning you/your organization inwww.cokoyes.com African region social networking site, etc.Advertising.Guerrilla marketing: an unconventional passing of information, e.g. human billboard, trickingonline users to install malwares that will later start popup adverts in users’ machine, etc.Product placement: paying sites’ owners to include a product or service prominently in a site suchas forum’s threads, news portal, e-marketplace, etc.Introduction to Online Digital Marketing
Digital Marketing ObjectivesDigital marketing just like any other endeavors and services has objectives it’s designed or created toachieve. Below objectives may not be the complete list, but will go a along way to educate you aboutdigital marketing objectives and how digital marketing can help you. Objectives of digital marketingIncrease a sale: digital marketing can help you to increase sales by stimulating demand for a givenproduct or service, by clearly targeting digital marketing campaigns to particular groups orcustomers who are likely to buy or subscribe. Inform consumers about change(s) in a product: informing consumers about a change in products isone of digital marketing objectives. Whenever there is a change in product (product rename, newfeature, or whatever), digital marketing can be used to inform the consumers about the change. To compete: another objective of digital marketing is to compete, many companies andorganizations reason for digital marketing is to compete. It could be for keeping service in the mindsof consumers, buyers to give preference to a product over rivals, etc. This is applicable too topolitical parties as political parties compete against opposition parties, and government competesagainst ignorant of the people on an issue, etc.Introduction to Online Digital Marketing
To create awareness to new variety of product: when a company or organization newly createsmultiple products or services, digital marketing is used to let the target audiences or consumersknow the different options and what each can do for them. This will enable the target audienceto make a good decision on which of the varieties suits their needs. Introducing a new product to the market: introducing a new product or service to the market isone of objectives of digital marketing. Companies and organizations use digital marketing tolet the target users know what the new product/service is, what it can do for users/consumers,how it will be beneficial to their wellbeing, etc. This is also applicable to government asgovernment can let the populace know a new law, upcoming projects, and programs to themasses via internet.Introduction to Online Digital Marketing
Final NoteInternet is driven by different technologies, ideas, countries around the world, cultures, and people as aresult is a dynamic medium, what works today might not work tomorrow.Many online platforms have come and gone, some software and tools that used to be effective in digitalmarketing aren’t effective any more today (this is main reason software and scripts links are notmentioned in this e-book). This dynamic nature of the industry also affects tactics and ways ofexecuting digital marketing campaigns.What these are suggesting are that companies and organizations need to be up-to-date in digitalmarketing activities, data and metrics. Better still, hand over digital marketing to up- to-date digitalmarketing experts, company, or agency such as Adhang.com.If your target audience is Nigeria, any country in Africa, or entire Africa’ continent, AdHang will bepleased to have you as a client; work with your organization, institution or company to achieve itsdigital marketing objectives and goals.Online advertising platforms terms of services differ from platform to platform, countries of the worlddiffer from types of adverting that is legally acceptable, etc. You must factor all these, and workfollowing digital marketing best practice and standards.Introduction to Online Digital Marketing
Digital Marketing Glossary ofTerms (Jargons)Just like any other field out there, such as medical, education, legal ,etc. Digital marketing has its jargons,terms, or languages.Listed below are some of them:Geo-targetsCan be local or metro, regional, or you can even place your ads on sites that are national in scope. Site specific targetingYour ads will be displayed on highly-recognized or relevant niche sites with this strategy. This is a verycost effective method for gaining maximum visibility building your brand on popular sites. Behavioral targetingThis technique targets your advertisements to people who have shown online behaviors and interests thatare relevant to your business. It ensures that your ad dollars are directed towards sites that drive thebest quality visitors. RemarketingThe remarketing technique targets your ads to valuable prospects that have shown an interest in yourbrand by already having visited your landing page or website. Essentially, it familiarizes your brandwith interested site visitors and can entice them towards the purchasing phase. Introduction to Online Digital Marketing
RetargetingThis combines two advanced targeting technologies: 1) Search Retargeting – targets prospects byshowing your display ad to consumers how have searched for your keywords; and 2) SiteRetargeting – targets consumers who have already visited your site and your ad is shown to themrepeatedly as they surf. BlogThis is common parlance for weblog, a kind of website or component within a website whereby anindividual may post journal entries which are then viewable by visitors to the site, ordered from themost recent to the eldest entries. BrowserThis is kind of client software with which a user can access resources on the internet, and which rendersthe markup language as the web page seen by the user. Although all browsers perform the samebasic functions, additional capabilities vary widely from browser to browser. The most commonbrowsers in use today are Microsoft’s Internet Explorer, Netscape, Mozilla’s FireFox, and the muchrespected Opera. Safari for the Macintosh has also quickly become a favorite amongst Apple users. Business HostingThis is hosting that provides for a range of features and a level of performance and reliability that issuitable for commercial websites, such as online stores or corporate sites. FlashThis is a multimedia format and application created by MacroMedia, now owned by Adobe. Flash allowsa person to create highly functional and visually appealing web content, and has become the standardformat for such content. It is known to be rather difficult to learn, but its capabilities are impressive.It provides capabilities for audio, video, streaming, and vector animations, and is able tocommunicate with PHP and with databases, allowing for dynamic content. Introduction to Online Digital Marketing
HTML (HyperText Markup Language)This is the standard markup language used in web pages. HTML contains the text of a web page, as wellas an extensive range of code which instructs the browser as to how the web page should bedisplayed, such as the color of the text, the background image to be used, tables, hyperlinks, and thelike. IMAP (currently Internet Message Access Protocol)This is a remote mail box protocol, which is much more advanced than the much more common POPmethod of retrieving email. It provides advanced capabilities and a wealth of functions not supportedby POP, but has not caught on yet with most internet users. IP AddressThis is a numeric address which identifies a particular resource on an IP network such as the internet.The format of an IP address is xxx.xxx.xxx.xxx, with each xxx representing a number between 1 and254, the decimal representations of the underlying 8-bit ―octets.‖ For a resource to be accessible onthe internet, it must have an IP address assigned to it, and no 2 devices can have the same publiclyaccessible IP address. POP (Post Office Protocol)This is the standard protocol used by mail clients to connect to and retrieve mail from mail servers. Thecurrent version is 3, and is sometimes referred to as POP3. Log AnalyzerAn application which reviews the contents of log files, and arranges that data in a way that can be easilyread and understood by humans. Introduction to Online Digital Marketing
Shopping CartThis is a kind of software which, in conjunction with a database, allows products to be browsed andordered on
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