Digital Marketing Revision Sheet

1. 📌 Essentials

• Digital marketing involves using internet, mobile, and social media to target consumers.
• It supports a comprehensive business model, exemplified by like Expedia.
• Benefits include real-time engagement, personalization, and cost efficiency for sellers.
• Consumers gain convenience, immediate interaction, and brand engagement.
• Omni-channel strategy integrates in-store, online, and mobile channels seamlessly.
• Key digital channels: websites, social media, email, videos, blogs, mobile apps.
• Consumer research uses personas, omni-channel behavior, and A/B testing.
• Public policy concerns focus on privacy, deception, fraud, and regulation (GDPR, COPPA).
• Viral marketing spreads rapidly through shareable content.
• Mobile marketing growth driven by smartphones and tablets.
• Social media platforms include Instagram Stories, livestreams, metaverse.
• Online advertising types: display ads, search ads, classifieds.
• Ethical issues: data security, consumer privacy, misinformation.

2. 🧩 Key Structures & Components