Chapter 1: Introduction to Digital Marketing

 

Chapter 1: Introduction to Digital Marketing

Goal: Understand what digital marketing is, why it’s important, and how it works.

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1.1 What is Digital Marketing?

Digital marketing is the process of promoting products or services using digital channels like:

• Websites
  
  

• Social media
  
  

• Search engines
  
  

• Emails
  
  

• Mobile apps
  
  

It helps businesses reach a larger audience, target specific customers, and track performance in real-time.

Example:
When you see a Facebook ad for a new smartphone or get an email from Amazon about a discount — that’s digital marketing in action.

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1.2 Why is Digital Marketing Important?

Traditional marketing like TV, radio, and newspapers is expensive and hard to track.
Digital marketing is:

• Cheaper – You can run ads starting from ₹100/day.
  
  

• Measurable – See exact results like clicks and conversions.
  
  

• Global reach – Your product can be promoted worldwide.
  
  

• Targeted – Show ads to people based on their age, location, and interests.
  
  

Example:
A local bakery can run a Facebook ad only for people within 5 km of their shop — traditional TV ads can’t do that.

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1.3 Key Digital Marketing Channels

There are seven main channels you must know:

Channel	Purpose	Example
SEO (Search Engine Optimization)	Rank your website on Google for free	Blog ranking for "Best cakes in Kochi"
SMM (Social Media Marketing)	Promote on platforms like Facebook & Instagram	Instagram reels for a fashion brand
PPC (Pay Per Click Ads)	Paid ads for instant traffic	Google Ads for a new course
Content Marketing	Build trust through valuable content	Blogging, YouTube tutorials
Email Marketing	Build relationships and nurture leads	Sending discount emails
Affiliate Marketing	Other people promote your product for commission	Amazon Affiliate program
Influencer Marketing	Use influencers to promote your brand	Instagram influencers promoting cosmetics

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1.4 Digital Marketing Process (Step-by-Step)

Here’s how digital marketing works in 5 steps:

1. Research
   
   

• Identify your audience and competitors.
  
  

• Example: A fitness trainer researches who needs weight loss programs.
  
  

2. Plan
   
   

• Decide which platforms to use (Instagram, YouTube, etc.).
  
  

• Example: Focus on Instagram because target customers are there.
  
  

3. Execute
   
   

• Create content, run ads, send emails, etc.
  
  

4. Measure
   
   

• Use analytics tools to track results like clicks and sales.
  
  

5. Optimize
   
   

• Improve your strategy based on data.
  
  

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1.5 Example Scenario

Imagine you run a home bakery business.

1. You create an Instagram page and post cake pictures (SMM).
   
   

2. Write blog posts like “Top 10 Birthday Cake Ideas” to appear on Google (SEO).
   
   

3. Run a ₹500 Facebook ad targeting women aged 20-40 near your area (PPC).
   
   

4. Offer a free cake recipe PDF in exchange for emails (Email Marketing).
   
   

5. Send weekly emails with discounts to your subscribers.
   
   

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1.6 Tools You Need to Begin

Purpose	Free Tool
Website analytics	Google Analytics
Keyword research	Google Keyword Planner
Design	Canva
SEO tracking	Google Search Console
Social scheduling	Buffer or Meta Suite

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1.7 Practice Work (For You)

1. Write down 3 businesses near you that can benefit from digital marketing.
   
   

2. Identify which platforms they should use.
   
   

3. Create a free Canva design for a product ad (just for practice).
   
   

4. Sign up for:
   
   

• Google Digital Garage
  
  

• Google Analytics
  
  

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Summary

• Digital marketing uses online platforms to grow businesses.
  
  

• It’s cheaper, measurable, and more targeted than traditional marketing.
  
  

• Major channels include SEO, SMM, PPC, email, and content marketing.
  
  

• Success comes from planning, execution, measurement, and optimization.