Table of Contents
Introduction to 10 Lessons in Digital Marketing
10 Lessons in Digital Marketing is an introduction to digital marketing, which I would categorize as a tools introduction, with a complete basic introduction to general digital marketing tools and related concepts in ten chapters. The tools explained include:
- Search Engine Optimization (SEO)
- Click to pay
- Digital Multimedia Advertising
- Email Marketing
- Social Media Marketing
- Mobile Marketing
- Analysis System
Most of the content of this book is helpful for people who know a little about marketing but need a general introduction to digital marketing tools to quickly understand some terms and tools, if you want to understand the concept of marketing, you can refer to theWhat I've learned from reading Marketing 4.0Series.
The year of publication of this book is 2017 and digital tools are advancing rapidly so some of the details may be outdated, but the way the tools are used and the basic concepts of digital marketing tools are still applicable. What follows are short notes.
Search Engine Optimization
SEO is the digital marketing channel that many people are most concerned about, affecting the positional ranking of a website in search results. This book introduces some basic concepts, as well as a superficial introduction to some tools and methods, including keyword-related terms, tools for online keyword research, and methods for optimizing web pages,Google Search ConsoleThe use of site maps and so on. There are also some basic ways to generate traffic, such as linking to authoritative websites, content marketing, and community sharing.
These basic concepts now operating the site may often be the use of some SEO tools to help us, so as long as the tool to follow the recommendations to check probably will have some concepts, which by the way to provide you if you are using Wordpress to set up the station can use theYoast SEOmaybeRank math SEOBut the most important thing is to create good content, because search engines change all the time. However, the most important thing is to create good content, because search engine algorithms change all the time, and some practices are outdated, such as the meta tags mentioned in the book, which are not used by search engines anymore.
Click to pay
Pay-per-click is the so-called paid search, paid to the search engine to buy keyword rankings, this chapter is mainly to introduce theGoogle AdWordsWe need to decide on the settings of the campaigns. We need to decide on campaign settings such as keywords to be used, budget, syndication, bids and so on, as well as managing and analyzing the ads after they go live.
Digital Multimedia Advertising
Multimedia advertisements can be placed on web pages, where the advertiser creates the advertisement, budgets for it, defines the audience, and then the publisher distributes it to various web sites, such as the type of advertisements we commonly see on web pages. This type of tool will determine when to place an ad based on analyzing the readers and content of the web page.
Email Marketing
It's an old method, but it's still used by a lot of people. Everyone's inbox is full of advertisements, often subscription advertisements, and these are email marketing campaigns. Subscriber management is an important part of email marketing, and then there's good email copywriting. The book also introduces the analytics and management services provided by some email service providers.
Social Media Marketing
The book introduces the forms of social media marketing, how to set goals, and commonly used social media platforms. You should be familiar with social media platforms such as facebook, and the book introduces the interactive features of social media platforms, as well as the functions of the social media marketing backend. This book is relatively old, social media is always new, so some newer social media may not be introduced or some details may be different, but the main concepts are still similar.
Mobile Marketing
I think this chapter is divided into two parts, one is to introduce the key points of easy-to-use mobile website and application development, and the other part is to discuss mobile advertising.
Mobile advertising includes in-app advertising and mobile website advertising. Although the concept of basic advertising is similar to that of digital multimedia advertising, the main difference is the format of the advertisement copy, which must be designed to take into account the smaller screen size of the mobile phone. In addition, mobile advertising can also utilize proximity marketing to push appropriate information based on the user's location.
Analysis System
The analytics system that almost everyone uses isGoogle AnalyticsIt can be used to help analyze the effect of almost all the tools mentioned earlier, and can also be used to better understand our users, is a very important tool. I think this part of the introduction is quite detailed, although Google Analytics has gone through a revision, but the basic concepts and methods of operation are not much different.
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