Digital_Marketing
                     Digital Marketing
Reaching, engaging and converting customers 
online
What is digital marketing?
Targeted
Reach people by interests, location and 
behaviour.
Digital marketing is the promotion 
of products, services and brands Measurable
through digital channels: search Track clicks, leads and sales in real time.
engines, social media, email, 
websites and mobile apps.
Interactive
Two-way conversations that build loyalty.
Digital Marketing 2
Traditional vs. digital marketing
Traditional Digital
• TV, print, radio and billboards • Search, social, email and apps
• Broad, one-size-fits-all reach • Precise audience targeting
• Results are hard to measure • Real-time performance data
• Costly to change once launched • Flexible budgets, quick tweaks
Digital Marketing 3
Core digital marketing channels
SEO Search ads (PPC) Social media
Rank higher in organic search Pay-per-click ads on search Build community and brand 
results and display awareness
Content marketing Email marketing Influencer
Blogs, videos and guides that Direct, personal messages to Creators and affiliates who 
educate nurture leads drive trust
Digital Marketing 4
The customer journey
1 2 3 4
Awareness Consideration Conversion Loyalty
Attract Engage Convert Retain
SEO, social posts and Blogs, email, Landing pages, offers Newsletters, rewards 
display ads webinars and and retargeting and community
reviews
Digital Marketing 5
SEO vs. SEM
SEO Organic SEM Paid
• Earn rankings with content and • Bid for ad space at the top of results
keywords
+ • Traffic starts the moment you go live
• Builds trust and compounds over time • Pay per click, with full budget control
• Free clicks, but slow to show results
Best results come from combining both: SEM for speed, SEO for lasting value.
Digital Marketing 6
Social media and content
Instagram
Content is the fuel
Reels and visuals for brand storytelling
LinkedIn Educate
B2B leads, thought leadership, hiring
Entertain
YouTube
Tutorials and long-form video Inspire
WhatsApp Business Every post needs a clear call to 
action.
Chat, catalogues and broadcast messages
Digital Marketing 7
Measuring success: key metrics
CTR CVR CPA
Click-through rate Conversion rate Cost per acquisition
Clicks ÷ impressions Conversions ÷ visitors Spend ÷ conversions
ROAS CLV ER
Return on ad spend Customer lifetime value Engagement rate
Revenue ÷ ad spend Revenue per customer over Interactions ÷ reach
time
Digital Marketing 8
AI in digital marketing
Personalisation Predictive analytics
Tailor offers and messages to each Forecast demand and spot likely 
customer's behaviour buyers before they act
Content creation Chatbots and automation
Draft copy and ad variations fast, then Answer queries 24/7 and automate 
refine with human judgement emails and campaigns
Digital Marketing 9
Trends to watch
01 Short-form videoReels, Shorts and quick clips keep winning attention
02 AI-powered searchClear, helpful answers help content get found and cited
03 Privacy-first marketingFirst-party data and consent replace third-party tracking
04 Creator and community-led growthAuthentic voices and niche communities earn trust
Digital Marketing 10
Key takeaways
Digital marketing is targeted, measurable and always on.
Win the journey: attract, engage, convert and retain.
Let data and AI guide decisions, and keep the human touch.
Thank you   Questions?