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📘 Module 1: Introduction to Digital Marketing
🎯 Learning Objectives: By the end of this module, learners will: • Understand the core concepts and components of digital marketing. • Differentiate between traditional and digital marketing approaches. • Recognise the key channels and tools used in digital marketing. • Appreciate the role of digital marketing in the entrepreneurial journey. ________________________________________ 🔍 1.1 What is Digital Marketing? Digital marketing refers to the use of digital channels, platforms, and technologies to promote products or services to consumers. Unlike traditional marketing, which uses mediums like newspapers, radio, and television, digital marketing leverages the internet, mobile devices, social media, search engines, and email to reach and engage customers. Key points: • Digital-first era: Consumers spend more time online than ever before. • Real-time communication: Digital marketing enables two-way, real-time interaction. • Trackability: Every campaign action is measurable, offering better ROI analysis. ________________________________________ 🧭 1.2 Why Digital Marketing Matters for Entrepreneurs and Small Businesses For small business owners, digital marketing: • Levels the playing field: Compete with larger brands using cost-effective strategies. • Reaches targeted audiences: Geo-targeting, demographics, and behaviour-based segmentation make campaigns more efficient. • Is cost-efficient: Budget-friendly options like SEO, organic social media, and email marketing offer high ROI. • Enhances visibility: Increases discoverability via Google, social platforms, and online reviews. ________________________________________ 🌐 1.3 Components of Digital Marketing Digital marketing is not one thing—it’s a system made up of various interlinked elements. The primary components include: Component Description SEO (Search Engine Optimization) Optimising content and website structure to rank higher on search engines. PPC (Pay-Per-Click) Advertising Paid ads like Google Ads or Facebook Ads targeting specific audiences. Content Marketing Creating blogs, videos, and other content to engage and educate audiences. Social Media Marketing Organic and paid marketing on platforms like Facebook, LinkedIn, and Instagram. Email Marketing Sending newsletters and promotional emails to subscribers. Affiliate & Influencer Marketing Partnering with others to promote your products or services. Analytics and Reporting Using tools to measure and optimise performance. ________________________________________ 💡 1.4 The Difference Between Traditional and Digital Marketing Feature Traditional Marketing Digital Marketing Cost High (TV, print, radio) Lower (email, social media, SEO) Targeting Broad and general Highly specific and data-driven Interaction One-way (brand to consumer) Two-way (consumer engagement and feedback) Measurement Difficult to track Easily measurable in real-time Speed of Execution Slow (weeks to launch campaigns) Instant (can go live in minutes) Adjustability Hard to change once published Easy to edit and optimise ________________________________________ 🔄 1.5 The Digital Marketing Funnel (AIDA Model) Understanding the customer journey is essential. The AIDA model breaks it down: • Awareness: Making your audience aware you exist. • Interest: Engaging them with valuable content. • Desire: Showing how your solution solves their problem. • Action: Encouraging them to take the next step (buy, subscribe, book, etc.). Each stage needs tailored digital marketing tactics, e.g.: • Awareness: Social media, blog posts, video content. • Interest: Email newsletters, downloadable lead magnets. • Desire: Customer reviews, case studies, demo videos. • Action: Clear calls to action, checkout process optimisation. ________________________________________ 📱 1.6 Digital Devices and Access Points The most common ways consumers interact with digital content: • Smartphones • Laptops/desktops • Tablets • Smart speakers • Wearables (smartwatches) Marketers must ensure all digital assets (e.g., websites and ads) are mobile-optimised, fast-loading, and user-friendly across devices. ________________________________________ 📊 1.7 Paid, Owned, and Earned Media Framework Media Type Description Examples Paid Media you pay for Google Ads, Facebook Ads, influencer sponsorships Owned Media you control Website, blog, email list, social pages Earned Media others give you Mentions, shares, reviews, backlinks A successful strategy combines all three for maximum impact. ________________________________________ 🛠️ 1.8 Must-Have Tools for Beginners Digital marketing becomes more efficient with the right tools: • Google Analytics (performance tracking) • Canva (graphics) • Mailchimp (email campaigns) • Buffer / Hootsuite (social media scheduling) • Ubersuggest / SEMrush (SEO & keyword tools) • Meta Business Suite (Facebook/Instagram ads) ________________________________________ 🎯 1.9 Challenges Small Business Owners Face in Digital Marketing • Overwhelm with tools and channels • Lack of time and internal expertise • Low budget allocation • Difficulty in measuring ROI • Frequent algorithm changes on platforms This course will systematically address each of these to build competence and confidence. ________________________________________ 📌 1.10 Action Plan for This Module To apply what you’ve learned: 1. Define your business goal for using digital marketing. 2. Identify your top 3 customer acquisition channels. 3. Review your website and social pages—are they mobile friendly? 4. Sign up for free tools like Google Analytics and Canva. 5. Write down your brand’s unique value proposition. ________________________________________ ✅ Module 1 Summary Checklist • I understand what digital marketing is and why it matters. • I know the components of a digital marketing strategy. • I can differentiate between traditional and digital marketing. • I understand the AIDA funnel and customer journey stages. • I have an initial action plan for my own digital presence. ________________________________________
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Module 1: Introduction to Digital Marketing
00:00
Module 2: Branding & Customer Psychology
00:00
Module 3: Creating a Digital Marketing Strategy
00:00
Module 4: Website Essentials & Conversion Optimisation
00:00
Module 5: Search Engine Optimization (SEO)
00:00
Module 6: Content Marketing Strategy
00:00
Module 7: Social Media Marketing (Organic)
00:00
Module 8: Social Media Advertising (Paid)
00:00
Module 9: Google Ads & Paid Search (PPC)
00:00
Module 10: Email Marketing and Automation
00:00
Module 11: Video Marketing & YouTube Strategy
00:00
Module 12: Influencer & Affiliate Marketing
00:00
Module 13: Digital PR & Online Reputation Management
00:00
Module 14: Analytics & Key Performance Indicators (KPIs)
00:00
Module 15: CRM & Lead Nurturing Systems
00:00
Module 16: Sales Funnels & Customer Journey Mapping
00:00
Module 17: E-commerce & Online Store Marketing
00:00
Module 18: Marketing for Service-Based Businesses
00:00
Module 19: AI Tools & Automation in Digital Marketing
00:00
Module 20: Measuring ROI & Scaling Your Digital Marketing
00:00
Module 1: Introduction to Digital Marketing Quiz
Module 2: Branding & Customer Psychology Quiz
Module 3: Creating a Digital Marketing Strategy Quiz
Module 4: Website Essentials & Conversion Optimisation Quiz
Module 5: Search Engine Optimization (SEO) Quiz
Module 6: Content Marketing Strategy Quiz
Module 7: Social Media Marketing (Organic) Quiz
Module 8: Social Media Advertising (Paid) Quiz
Module 9: Google Ads & Paid Search (PPC) Quiz
Module 10: Email Marketing and Automation Quiz
Module 11: Video Marketing & YouTube Strategy Quiz
Module 12: Influencer & Affiliate Marketing Quiz
Module 13: Digital PR & Online Reputation Management Quiz
Module 14: Analytics & Key Performance Indicators (KPIs) Quiz
Module 15: CRM & Lead Nurturing Systems Quiz
Module 16: Sales Funnels & Customer Journey Mapping Quiz
Module 17: E-commerce & Online Store Marketing Quiz
Module 18: Marketing for Service-Based Businesses Quiz
Module 19: AI Tools & Automation in Digital Marketing Quiz
Module 20: Measuring ROI & Scaling Your Digital Marketing Quiz
Digital Marketing Mastery Course for Entrepreneurs and Small Business Owners
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