Definition and Scope of Digital Marketing
Introduction to Digital Marketing
Digital marketing is the strategic use of online channels and digital technologies to attract, engage, and convert audiences.
It goes far beyond traditional promotion, it focuses on creating meaningful connections with people where they already spend their time:
- Search engines;
- Social media platforms;
- Company websites;
- Email inboxes.
Whether the goal is to drive traffic, increase engagement, or boost sales, digital marketing provides measurable, flexible, and data-driven strategies.
Introduction to Digital Marketing Channels
Digital marketing covers a wide spectrum of activities. Some of the most common include:
- Content Marketing: creating and distributing valuable, relevant content such as blog posts, videos, and infographics to attract and retain customers;
- SEO (Search Engine Optimization): focuses on making your content easily discoverable. Not only by traditional search engines like Google or Bing, but also by AI chat systems and recommendation models (e.g., ChatGPT, Gemini, Perplexity);
- PPC (Pay-Per-Click) Advertising: running paid ad campaigns on platforms like Google Ads or Meta Ads to reach specific audiences quickly;
- Social Media Marketing: developing strategies for platforms like Instagram, LinkedIn, or TikTok to build brand awareness and community;
- Email Marketing: nurturing relationships with audiences through newsletters, automation flows, and personalized campaigns.
Digital Marketing Team Structures
The Core Roles
Cross-functional collaboration is essential, content supports SEO, SEO fuels traffic for PPC retargeting, and social amplifies everything.
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Introduction to Digital Marketing
Digital marketing is the strategic use of online channels and digital technologies to attract, engage, and convert audiences.
It goes far beyond traditional promotion, it focuses on creating meaningful connections with people where they already spend their time:
- Search engines;
- Social media platforms;
- Company websites;
- Email inboxes.
Whether the goal is to drive traffic, increase engagement, or boost sales, digital marketing provides measurable, flexible, and data-driven strategies.
Introduction to Digital Marketing Channels
Digital marketing covers a wide spectrum of activities. Some of the most common include:
- Content Marketing: creating and distributing valuable, relevant content such as blog posts, videos, and infographics to attract and retain customers;
- SEO (Search Engine Optimization): focuses on making your content easily discoverable. Not only by traditional search engines like Google or Bing, but also by AI chat systems and recommendation models (e.g., ChatGPT, Gemini, Perplexity);
- PPC (Pay-Per-Click) Advertising: running paid ad campaigns on platforms like Google Ads or Meta Ads to reach specific audiences quickly;
- Social Media Marketing: developing strategies for platforms like Instagram, LinkedIn, or TikTok to build brand awareness and community;
- Email Marketing: nurturing relationships with audiences through newsletters, automation flows, and personalized campaigns.
Digital Marketing Team Structures
The Core Roles
Cross-functional collaboration is essential, content supports SEO, SEO fuels traffic for PPC retargeting, and social amplifies everything.
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