Marketing Basics
Introduction to digital marketing
What is Marketing? - Management process responsible for identifying,
anticipating and satisfying customer needs in a way that is profitable for the
company. It can also be seen as a behavior of interaction with the market. This
is the set of actions through which the business derivesprofit from the market.
In general, we can divide marketing into two:
- strategic (what we want to do).
- operational (how to do it).
Marketing mix is a marketing term used to describe the series of actions a
company performs to influence consumers' opinion and decision so that they
can buy their goods or services.
Elements of the marketing mix - Define the marketing tactics that help to
implement the marketing strategy. In recent years, we have seen a
transformation of the traditional elements of the mix: product, price, distribution
(placement) and promotion (promotion ) towards co-creation, dynamic currency
pricing, easy and instantaneous access to goods and services (communal
activation) and communication (conversation).
1
,What is Digital Marketing? - A type of marketing that uses digital advertising
tocommunicate to distribute products and services to the widest possible
audience in order to successfully promote the product. In this way, a personal
relationship with the customer is built and an opportunity to gain trust, patience
and perseverance from the consumer's side. Digital marketing has very similar
features to traditional marketing, but differs in that it is made available to
audiences using digital technologies.
Some of the most popular types of digital marketing are:
● Social Media Marketing
● Email Marketing
● Content Marketing or Content Marketing
● Affiliate Marketing
● Search Engine Marketing
Social media marketing - Social media marketing is much more than a way to
promote a product or service. It is our opportunity to build a brand community
by communicating directly with our target audiences.
Marketing funnel - The idea of a marketing funnel stems from the classic
marketing concept: AIDA (Awareness, Interest, Decision, Action) - Attention,
Interest, Decision and Action. By itself, it can not be considered as a separate
part of the overall digital marketing campaign of the company. The marketing
funnel must communicate with all other elements when preparing your overall
strategy online.
E-mail marketing - A form of direct marketing in which e-mail is used as a
means of sendingadvertising messages to a specific target group of users. Files
with active links, visual images and multimedia can be attached to the sent e-
mails.
2
, Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant and consistent content in order to attract and
retain a specific audience, ultimately stimulating consumers to become
customers.
Affiliate marketing is a channel for communicating and conducting marketing
actions; relationship between publisher and advertiser. It is based on the
promotion of products or services of a particular brand by an entity against a
certain profit arising from a specific action performed by the recipient against a
company. Currently, in this business model, key sources of traffic cover:
audiences on the Internet, advertising and social media.
Google Ads (formerly Google AdWords) is a web service and online advertising
platform that allows advertisers to create short text ads and display banners to
show to users. The display of ads is based on key dumps and in Google and
cookies, which calculate the relevance of the ad to the search performed in the
search engine or the display of a particular site.
PPC (Pay Per Click) is a type of sponsored online advertising that is used on a
wide range of websites, including search engines, where the advertiser only
pays if a web user clicks on their ad. PPC advertising is not affected by the
number of views (impressions).
SEO - Search Engine Optimization (Search Engine Optimization). Optimization
aims for a specific website to achieve higher ranking in the organic results of
search engines on certain keywords and search terms.
Target user - a user who embodies the image of the most suitable customer
for the business. He is not a real person, but rather a concept. It combines
assumptions about the ideal customer and the real data that the company has
from its trading experience.
3
Introduction to digital marketing
What is Marketing? - Management process responsible for identifying,
anticipating and satisfying customer needs in a way that is profitable for the
company. It can also be seen as a behavior of interaction with the market. This
is the set of actions through which the business derivesprofit from the market.
In general, we can divide marketing into two:
- strategic (what we want to do).
- operational (how to do it).
Marketing mix is a marketing term used to describe the series of actions a
company performs to influence consumers' opinion and decision so that they
can buy their goods or services.
Elements of the marketing mix - Define the marketing tactics that help to
implement the marketing strategy. In recent years, we have seen a
transformation of the traditional elements of the mix: product, price, distribution
(placement) and promotion (promotion ) towards co-creation, dynamic currency
pricing, easy and instantaneous access to goods and services (communal
activation) and communication (conversation).
1
,What is Digital Marketing? - A type of marketing that uses digital advertising
tocommunicate to distribute products and services to the widest possible
audience in order to successfully promote the product. In this way, a personal
relationship with the customer is built and an opportunity to gain trust, patience
and perseverance from the consumer's side. Digital marketing has very similar
features to traditional marketing, but differs in that it is made available to
audiences using digital technologies.
Some of the most popular types of digital marketing are:
● Social Media Marketing
● Email Marketing
● Content Marketing or Content Marketing
● Affiliate Marketing
● Search Engine Marketing
Social media marketing - Social media marketing is much more than a way to
promote a product or service. It is our opportunity to build a brand community
by communicating directly with our target audiences.
Marketing funnel - The idea of a marketing funnel stems from the classic
marketing concept: AIDA (Awareness, Interest, Decision, Action) - Attention,
Interest, Decision and Action. By itself, it can not be considered as a separate
part of the overall digital marketing campaign of the company. The marketing
funnel must communicate with all other elements when preparing your overall
strategy online.
E-mail marketing - A form of direct marketing in which e-mail is used as a
means of sendingadvertising messages to a specific target group of users. Files
with active links, visual images and multimedia can be attached to the sent e-
mails.
2
, Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant and consistent content in order to attract and
retain a specific audience, ultimately stimulating consumers to become
customers.
Affiliate marketing is a channel for communicating and conducting marketing
actions; relationship between publisher and advertiser. It is based on the
promotion of products or services of a particular brand by an entity against a
certain profit arising from a specific action performed by the recipient against a
company. Currently, in this business model, key sources of traffic cover:
audiences on the Internet, advertising and social media.
Google Ads (formerly Google AdWords) is a web service and online advertising
platform that allows advertisers to create short text ads and display banners to
show to users. The display of ads is based on key dumps and in Google and
cookies, which calculate the relevance of the ad to the search performed in the
search engine or the display of a particular site.
PPC (Pay Per Click) is a type of sponsored online advertising that is used on a
wide range of websites, including search engines, where the advertiser only
pays if a web user clicks on their ad. PPC advertising is not affected by the
number of views (impressions).
SEO - Search Engine Optimization (Search Engine Optimization). Optimization
aims for a specific website to achieve higher ranking in the organic results of
search engines on certain keywords and search terms.
Target user - a user who embodies the image of the most suitable customer
for the business. He is not a real person, but rather a concept. It combines
assumptions about the ideal customer and the real data that the company has
from its trading experience.
3
