DIGITAL MARKETING INSTITUTE IN BTM
                     A Beginners Guide to 
 Digital Marketing
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TABLE OF CONTENT
Introduction
What is Digital Marketing?
Digital Marketing vs. Traditional 
Marketing  Skills You Need for Digital 
Marketing
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INTRODUCTIO
N
Digital Marketing is the term used 
for the  targeted, measurable, and 
interactive  marketing of products or 
services using  digital technologies to 
reach the viewers,  turn them into 
customers, and retain them.
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What Is Digital 
Marketing?
Digital marketing includes all strategies 
applied online  to market products and services, 
whether you’re  targeting potential audiences via 
computer, iPad, or  app. If you follow brands or 
influencers on Instagram,  you’re experiencing 
digital marketing daily—and likely  every time 
you open your feed. Same goes when you  take a 
deep dive into Google search results to find  
anything from a new dinner spot to where to 
find  online digital marketing courses (ahem.).
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Digital Marketing vs. Traditional 
Marketing
Digital marketing and traditional marketing 
share  the same fundamental mission: identifying 
a target  audience and their needs, 
connecting the audience  to products that fill 
those needs, and convincing the  audience to 
follow through with purchasing  products. 
However, connecting with customers in a  
virtual space (digital marketing) involves different  
methods of connection than traditional marketing.
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Digital Marketing vs. Traditional 
Marketing
TRADITIONAL MARKETING DIGITAL MARKETING 
 INCLUDES:  INCLUDES:
Reaching out to locally targeted  Customizing an audience from a global  
audiences—e.g. purchasing print population—digital audiences can be reached  
or  broadcast advertising that runs anywhere with internet access, meaning digital 
in  specific geographical areas.  marketers can fine tune their audiences using  
demographics that best fit their campaign (not  
only region, but also age, gender, personal  
preferences, etc).
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What Skills Do You Need for Digital Marketing? 
 While traditional marketing strategies and  
campaigns still account for a significant part of  
the general marketing industry, the ongoing  
growth and evolution of digital media has  
necessitated digital-specific solutions for  
marketing online. With those solutions come  
specific digital marketing skills and strategies.
SEARCH ENGINE OPTIMIZATION (SEO) 
 CONTENT MARKETING
SOCIAL MEDIA MARKETING
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SEARCH ENGINE OPTIMIZATION 
(SEO)
Search Engine Optimization (or SEO as  
it’s called in the digital marketing world) 
 is marketing jargon for “making sure  
your online content comes up when  
people search for it online.”
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Keyword research—Using applications like 
 Ahrefs(opens in a new tab) and Moz(opens 
 in a new tab) to identify specific search  
engine terms (or “Google searches”) that  
drive traffic to your site.
Web traffic analysis—Using tools like Google  
Analytics(opens in a new tab) to analyze your  
website’s traffic numbers and trends, and learning 
 how to use that data to inform and assess your 
SEO  practices.
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CONTENT 
MARKETING
Online platforms give digital marketers the unique opportunity 
 to create and deliver this kind of content to their audience on 
a  regular basis (and with relatively low production 
costs). Instead  of paying a premium for traditional airtime 
and advertising, an  SEO optimized blog article or product 
page can be posted on a  company website and attract relevant 
users via a Google search.  Further, a content marketing 
strategy goes beyond conventional  advertisements in the sense 
that—in line with the definition  above—it provides active 
value to its audience (versus the  limited value of an 
advertisement in itself).
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Blog Posts—articles that allow you to identify your audience’s 
problems  (or “pain points”) and ways to solve them.
Guides and eBooks—longer form resources that allow you to explore 
blog  topics at greater length.
Video content—videos the cover topics relevant to your audience 
(often  posted on platforms like YouTube which can then be embedded 
on your  website).
Podcasts—audio content that can be hosted on your website 
and  downloaded by your audience.
Marketing emails—newsletters and product announcements sent 
directly  to potential customers.
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SOCIAL MEDIA 
MARKETING
1.Social media—it’s not just for getting in awkward online fights  
with relatives and posting cat memes anymore! While those  
kinds of social media standbys might not be disappearing any  
time soon, the point is that social media is ALSO a critical pillar  
for any digital marketing strategy.
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2.Going along the digital marketing ethos of channel  
diversity, a strong social media presence gives  
audience members another way of engaging with  
your brand outside of your company website. Social  
media also works in reverse as a channel for bringing  
audience members directly to you by following linked  
content on social media platforms back to your own  
blog or website.
Thanks for 
watching
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