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PPC Digital Marketing 
Digital marketing is the component of marketing that utilizes internet and online based 
digital technologies such as desktop computers, mobile phones and other digital media 
and platforms to promote products and services. Its development during the 1990s and 
2000s, changed the way brands and businesses use technology for marketing.
As digital platforms became increasingly incorporated into marketing plans and 
everyday life, and as people increasingly use digital devices instead of visiting physical 
shops, digital marketing campaigns have become prevalent, employing 
combinations of search engine optimization (SEO), search engine marketing (SEM), 
content marketing, influencer marketing, content automation, campaign marketing, 
data-driven marketing, e-commerce marketing, social media marketing, social media 
optimization, Email direct marketing, display advertising, e–books, and optical disks 
and games have become commonplace. 
Digital marketing extends to non-
Internet channels that provide digital 
media, such as television, mobile 
phones (SMS and MMS), callback, 
and on-hold mobile ringtones. The 
extension to non-Internet channels 
differentiates digital marketing from 
online marketing. This includes a 
wide range of advertisements like 
advertising blogs, networks, 
interstitial ads, contextual data, ads 
on search engines, classified or 
dynamic advertisements, etc.
History of PPC Marketing 
The development of digital marketing is inseparable from technology 
development. One of the first key events happened in 1971, when Ray 
Tomlinson sent the first email, and his technology set the platform to allow 
people to send and receive files through different machines. However, the 
more recognizable period as being the start of Digital Marketing is 1990 as 
this was where the Archie search engine was created as an index for FTP 
sites. In the 1980s, the storage capacity of computers was already big enough 
to store huge volumes of customer information. Companies started choosing 
online techniques, such as database marketing, rather than limited list broker. 
These kinds of databases allowed companies to track customers' information 
more effectively, thus transforming the relationship between buyer and seller. 
However, the manual process was not as efficient.
Digital marketing became more sophisticated in the 2000s and the 
2010s, when the proliferation of devices' capable of accessing digital 
media led to sudden growth.Statistics produced in 2012 and 2013 
showed that digital marketing was still growing. With the 
development of social media in the 2000s, such as LinkedIn, 
Facebook, YouTube and Twitter, consumers became highly 
dependent on digital electronics in daily lives. Therefore, they 
expected a seamless user experience across different channels for 
searching product's information. The change of customer behavior 
improved the diversification of marketing technology.
Types of Digital Marketing
Nonlinear marketing strategies involve efforts to adapt the advertising to 
different platforms, and to tailor the advertising to different individual buyers 
rather than a large coherent audience.
●PPC Marketing
●Search engine optimization (SEO)
●Social media marketing
●Email marketing
●Blogging
●Website marketing
●contextual advertising
Affiliate marketing :- Affiliate marketing is perceived to not be considered a 
safe, reliable, and easy means of marketing through online platforms. This is 
due to a lack of reliability in terms of affiliates that can produce the demanded 
number of new customers.
Display advertising :- As the term implies, online display advertising deals 
with showcasing promotional messages or ideas to the consumer on the 
internet. This includes a wide range of advertisements like advertising blogs, 
networks, interstitial ads, contextual data, ads on search engines, classified 
or dynamic advertisements, etc.
Email marketing :- Email marketing in comparison to other forms of digital 
marketing is considered cheap; it is also a way to rapidly communicate a 
message such as their value proposition to existing or potential customers.
Native Advertising :- involves the placement of paid content that replicates 
the look, feel, and oftentimes, the voice of a platform's existing content. It is 
most effective when used on digital platforms like websites, newsletters, and 
social media Advertising. Can be somewhat controversial as some critics 
feel it intentionally deceives consumers.
Search engine marketing :- Search engine marketing (SEM) is a form of 
Internet marketing that involves the promotion of websites by increasing their 
visibility in search engine results pages (SERPs) primarily through paid 
advertising.
Social Media Marketing :- The term 'Digital Marketing' has a number of 
marketing facets as it supports different channels used in and among these, 
comes the Social Media.

Brand Awareness
Brand awareness, as one of the fundamental dimensions of brand 
equity, is often considered to be a prerequisite of consumers’ buying 
decision, as it represents the main factor for including a brand in the 
consideration set. Brand awareness can also influence consumers’ 
perceived risk assessment and their confidence in the purchase decision, 
due to familiarity with the brand and its characteristics.
Social networking service :- A social networking service is an online 
platform which people use to build social networks or social relations with 
other people who share similar personal or career interests, activities, 
backgrounds or real-life connections.
Increasing brand awareness is a focus of digital marketing strategy for a 
number of reasons :
1. The growth of online shopping. A survey by Statista projects 230.5 million 
people in the United States will use the internet to shop, compare, and buy 
products by 2021, up from 209.6 million in 2016. 
2. The role of digital interaction in customer behavior. It’s estimated that 70% of 
all retail purchases made in the U.S. are influenced to some degree by an 
interaction with a brand online.
3. The growing influence and role of brand awareness in online consumer 
decision-making: 82% of online shoppers searching for services give 
preference to brands they know of.
4. The use, convenience, and influence of social media. A recent report by 
Hootsuite estimated there were more than 3.4 billion active users on social 
media platforms, a 9% increase from 2018. 
 Strategy 
Digital marketing planning is a term 
used in marketing management. It 
describes the first stage of forming a 
digital marketing strategy for the wider 
digital marketing system. The difference 
between digital and traditional marketing 
planning is that it uses digitally based 
communication tools and technology 
such as Social, Web, Mobile, Scannable 
Surface.  Nevertheless, both are aligned 
with the vision, the mission of the 
company and the overarching business 
strategy.
Stages of planning
Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three 
main stages: Opportunity, Strategy, and Action. He suggests that any business 
looking to implement a successful digital marketing strategy must structure their 
plan by looking at opportunity, strategy and action
1. Opportunity
To create an effective DMP, a business first needs to review the marketplace and 
set 'SMART' (Specific, Measurable, Actionable, Relevant, and Time-Bound) 
objectives. They can set SMART objectives by reviewing the current benchmarks 
and key performance indicators (KPIs) of the company and competitors. It is 
pertinent that the analytics used for the KPIs be customized to the type, 
objectives, mission, and vision of the company.
2. Strategy
To create a planned digital strategy, the company must review their digital 
proposition (what you are offering to consumers) and communicate it using 
digital customer targeting techniques. So, they must define online value 
proposition (OVP), this means the company must express clearly what they 
are offering customers online e.g. brand positioning.
3. Action
The third and final stage requires the firm to set a budget and management 
systems; these must be measurable touchpoints, such as the audience 
reached across all digital platforms. Furthermore, marketers must ensure the 
budget and management systems are integrating the paid, owned, and 
earned media of the company.
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