What is digital marketing?
Digital marketing is the promotion of products and services using the Internet and electronic devices: websites, email, social media, search engines, mobile phones and online advertising. It reaches many people at a low cost, can be targeted to the right audience, and its results can be measured exactly.
| Channel | Description | Example |
|---|---|---|
| Email marketing | Sending offers and news to a list of subscribers | A monthly newsletter |
| Digital content | Useful articles, images and videos that attract customers | A recipe video for a food shop |
| Blogs | Regular posts on a website to show knowledge and build trust | Farming tips from a seed seller |
| Social media marketing | Posts and adverts on platforms | Facebook and Instagram pages |
| Search engine marketing (SEO and paid ads) | Appearing in search results | Google Ads |
| Online advertising | Banner, video or sponsored adverts | Adverts on websites and apps |
| Mobile marketing | SMS and apps | M-Pesa or Tigo promotions |
Email marketing and content
Build an email list with permission (people subscribe). Write a clear subject line, a short message, one call to action (CTA) such as “Buy now”, and an unsubscribe link. Content should be useful, honest and regular. A blog needs a good title, short paragraphs, pictures and keywords.
Market analytics and reporting
Analytics tools (Google Analytics and social media dashboards) measure the reach (people who saw it), clicks, conversions (people who bought or signed up) and cost. Key measures:
An advert was shown 20 000 times, got 600 clicks, and led to 30 sales of TSh 20 000 each. It cost TSh 150 000. Find the CTR, conversion rate and ROI.
- CTR.
- Conversion rate.
- Revenue 600 000, so the return is 450 000.
Answer: CTR 3%, conversion 5%, ROI 300%.
Customer relationship management (CRM)
A CRM system (HubSpot, Zoho, or a simple spreadsheet) stores customer contact details, purchases and conversations so that a business can serve them well, remember them, send suitable offers and keep their loyalty. Always protect customers’ personal data, get consent, and follow the law on data protection.
Choose the numbers for an advertising campaign.
Key terms
- Digital marketing
- Promoting products on the Internet and devices.
- Impression
- One showing of an advert.
- Conversion
- When a viewer becomes a customer.
- CRM
- Customer relationship management.
Summary
- Digital marketing uses email, content, blogs, social media and online adverts.
- Analytics measure reach, clicks and conversions.
- CTR, conversion rate and ROI judge a campaign.
- CRM systems manage customer data; protect privacy.