Digital Marketing - Study Notes:
Digital marketing, just like traditional marketing, is about communicating your brand and your products or services to the world. But with digital, that’s specifically through the internet, on computers, tablets and phones.
Key digital marketing channels
The key channels you will reach people through in digital are:
- Your website
- Search engine results, both organic and paid
- Email newsletters
- Social media platforms
- Affiliates and influencers
- Online PR
- Paid display advertising across search, social, and websites
Channel integration
Whilst very different, digital channels can work closely together, passing data and funneling customers to and from each other. For instance you might gain some traffic from an online PR mention, which you follow up by remarketing to those new visitors in their social media feeds, with ads sending them back to your website to sign up for your newsletter.
This tight integration, somewhat powered by automation tools, is one of the key disciplines in managing successful digital marketing for a brand or organization.
Maeve Kneafsey
Maeve Kneafsey is an international practitioner and speaker in marketing, digital transformation, ecommerce, and analytics. Starting with founding Ireland's first content strategy/digital marketing agency, she has over 20 years’ experience launching and building international digital-led businesses, from early concept to funding to growth.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
