Digital Marketing Apprenticeship Intro

Here’s what you need to know…

 Digital Marketing is the way companies promote their brands or services

through various online channels such as websites, email, mobile apps, and other digital platforms.

 Digital Marketing is a growing industry which allows businesses the ability to

gain and track audiences from all over the world at any time of the day!

What knowledge do you have on the following‌.

Social Media Marketing Email Marketing Paid Search Marketing Blogging

Whose emails do you open and why?  Think branding!

Is the email personal? Does it contain your name?

Call to action:  Content of the email

They could be emailing you promotional vouchers or discount codes These will usually include call to action words.  Their aim is to make you respond to the email quicker

They are trying to appeal to you  Branding: Colours, the official company font (used on the website)

Cool: The use of GIFs is very popular and increases engagement with young audiences

Apply now!

Shop now!

 Think of your favourite shop or brand, they probably have a website,

and they most likely have a email signup section on their page

 Signing up to newsletters is a great way to get insight on what other

companies are doing.

So sign up to as many as you can!

 Blogging is the act of creating a web log – a personal online web space where

users can write their thoughts and anything else they want.

WhiteHat’s blog – via www.whitehat.org.uk/blog

 Paid search marketing means a company can advertise within the sponsored

listings of a search engine or a partner site by paying either each time their ad is clicked or less commonly, when their ad is displayed

A paid ad on Google by Specsavers Opticians and Crizal when “Opticians” were searched.

Follow on Social Media your favourite brands and compare their differences/similarities.  How is their content?  What are they selling?  Which content appeals to you?  Is their message clear?  Think of their target audience.

What do these phrases mean?  Call to action (CTA)  Hyperlink  Search Engine Optimisation  Organic search results page (SRP)  Pay-per-click  Cost-per-milli (CPM or Cost per Thousand)  Key Performance Indicators (KPI)  Google Analytics  Social Media Optimisation  E-mail Marketing  Customer Relationship Management

Start following on Social Media two type of Brands from the same industry. This could be anything from two football teams or two types of car companies. Choose brands you don’t have a strong opinion about.  Take a good look at the various ways they use Social Media to promote their brands.  Which brand uses Social Media in a way that you find more appealing? How is it more

appealing?

 Which brand through the use of Social Media makes you more likely to support or

purchase the brand ? Is it the images they use? Is it the Language that they use?

 Businesses spend a great deal of time and money on their Digital Marketing and its

important to understand key Digital Marketing tracking methods. Be sure to research tools to measure how much traffic a website gains on a weekly/monthly basis.

 Companies use Twitter/Instagram/Facebook and Google analytics to capture the

statistics on their post. Bonus: the analytics tell you how many people your post made an impression on.

Impression = clicking on the link or clicking through to your profile

There are many free websites where you can host your own Blog. Its important that you create a blog on something you are passionate about as this will make it easier to create.

Make a blog using Wordpress, SquareSpace, Tumblr, Wix or Medium – all are online software, easy to use and no coding required