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A Beginner's Guide to Digital Marketing

What is Digital Marketing?

Digital marketing includes all marketing that uses an electronic device or the internet to attract and retain customers. In other words, it's any form of marketing that exists online such as social media, email and websites.

Digital Marketing Tactics include:

  • Content marketing
  • Social media marketing
  • Email marketing
  • Search Engine Optimisation (SEO)
  • Search Engine Marketing (SEM)
  • Pay Per Click (PPC)


Content Marketing

Content marketing involves creating and distributing valuable, relevant and consistent content to a clearly defined audience, primarily to drive profitable customer action. A content marketing strategy may include blog posts, e-books, whitepapers, and infographics.


Social Media Marketing

This practice promotes your brand and content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.

The major platforms you can use in social media marketing include Facebook, Twitter, LinkedIn, Instagram, Snapchat and Pinterest.


Email Marketing 

Email marketing helps you connect with your audience to promote your brand and increase sales. You can do a lot of things with emails, like sell products, share some news, or tell a story.



SEO (Search Engine Optimisation) focuses on growing visibility in organic (non-paid) search engine results.

SEO encompasses all the elements required to improve rankings, drive traffic, and increase awareness in search engines, as well as improving user experience.



SEM (Search Engine Marketing), otherwise known as paid search, is the process of gaining website traffic by purchasing ads on search engines.



Paying for traffic (Pay Per Click) lets you display ads in the sponsored results section of each search engine's results page.

You then pay a fee whenever a viewer clicks through from your ad to your website.


Want to learn more? You can study Digital Marketing as part of the Diploma and Bachelor of Digital Media at Macleay.

Learn the knowledge and practical skills you need to start your careers as a digital marketer, content producer or interactive designer.

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