II. What is Traditional Marketing?

A. Definition and Characteristics

Traditional marketing refers to conventional methods of promoting products and services to consumers.
This form of marketing has been used for decades and relies on offline channels to reach a broad audience.
Key characteristics of traditional marketing include its tangible nature, the ability to target a local audience
effectively, and a one-way communication model where businesses broadcast their message to potential
customers without immediate feedback.
B. Example of Traditional Marketing

1. Print advertising
Print advertising is one of the oldest forms of traditional marketing. It involves placing ads
in newspapers and magazines to reach readers. These ads can range from small classified
listings to full-page spreads, depending on the budget and marketing goals. Print advertising
is particularly effective for targeting specific demographics based on the publication’s
readership.
2. Television and Radio Commercials
Television and radio commercials are powerful tools in traditional marketing. TV ads have
the advantage of combining visuals and sound to create engaging messages, while radio ads
rely on audio to capture the listener’s attention. These commercials can reach a wide
audience, making them suitable for mass marketing campaigns. The high production costs
and time constraints are notable considerations for businesses opting for this medium.
3. Billboards and Posters
Billboards and posters are essential components of outdoor advertising. Strategically placed
in high-traffic areas, they are designed to capture the attention of passersby. Billboards are
typically large and visible from a distance, while posters are smaller and often found in
specific locations like bus stops or subways. These forms of advertising are effective for
creating brand awareness and reinforcing marketing messages through repeated exposure.

III. What is Digital Marketing?

A. Definition and Characteristics
Digital marketing refers to the use of digital channels, platforms, and technologies to
promote products and services. Digital marketing is more targeted and cost-effective,
allowing businesses to precisely reach their desired audience. Unlike traditional marketing,
which relies on physical media like print ads and billboards, digital marketing leverages the
internet and electronic devices to reach a global audience. Its key characteristics include
real-time data analytics, targeted advertising, cost-effectiveness, and interactive
engagement with consumers. Digital marketing strategies can be customised to meet the
specific needs of different segments, making it a versatile tool for businesses of all sizes.
In contrast, traditional marketing tends to have a more generalised, broad-based approach.

B. Examples of Digital Marketing

1. Digital Campaigns
Digital campaigns are multifaceted marketing efforts that utilise various online platforms
to engage potential customers. Common examples include roadblocks, digital displays, and
banner ads. Roadblocks refer to a synchronised takeover of digital ad spaces across multiple
platforms, ensuring maximum visibility. Digital displays are visually engaging ads that
appear on websites, apps, and digital billboards, often using rich media content like videos
and animations. Banner ads are graphical advertisements displayed on web pages, designed
to attract clicks and drive traffic to the advertiser’s site. These campaigns can be precisely
targeted and monitored for performance in real time.
2. Social Media Marketing
Social media marketing involves using platforms like Facebook, Instagram, and Twitter to
connect with audiences, build brand awareness, and drive sales. On Facebook, businesses
can create tailored ads based on user demographics and behaviours, engage with followers
through posts and comments, and leverage tools like Facebook Live for real-time
interaction. Instagram offers visual storytelling through images, videos, and Stories,
allowing brands to showcase their products creatively. Twitter provides a platform for real-
time updates, customer service, and engagement through tweets and trending hashtags.
Social media marketing allows for direct communication with consumers and the ability to
build a loyal online community.

Traditional Marketing vs Digital Marketing: Pros and Cons

When comparing traditional marketing vs digital marketing, businesses must choose based on their
audience, budget, and goals. Many use a mix of both for the best results.

Aspects Traditional Marketing Digital Marketing

Trust Building
Builds trust with physical ads like Highly competitive, making it harder to gain
newspapers and billboards. the trust of target audience.

Accessibility
Reaches people who may not use the Requires internet access, so some people may
internet. not see the ads.

Target Audience
Works well for local advertising and Reaches a global audience quickly and
mass audiences. allows precise targeting.

Cost
Expensive, especially for TV and radio More affordable, with flexible budgets for
ads. businesses of all sizes.

Tracking
Engagement Hard to track how many people engage Easy to track results using online tools like
with the ad. analytics.

Flexibility
Once printed or aired, changes cannot Online ads can be skipped or blocked by
be made easily. users.
 Web presence goals
establish a strong web presence, set SMART goals (Specific, Measurable, Achievable, Relevant, and Time-
bound) focusing on attracting visitors, building trust, and encouraging engagement, while also considering
content strategy, SEO, and social media marketing.
Here's a breakdown of key web presence goals and strategies:
1. Define Your Goals:
 Attract Visitors: Aim to draw in potential customers or audience members to your website or online
channels.
 Build Trust and Credibility: Establish your brand as a reliable and trustworthy source of information.
 Encourage Engagement: Foster interactions and build a community around your brand or content.
 Drive Conversions: Guide visitors to take desired actions, such as making a purchase, signing up for a
newsletter, or contacting you.
 Enhance Brand Awareness: Ensure your brand is recognized and remembered by your target audience.

2. Content Strategy:
 Create High-Quality Content: Produce valuable, engaging, and informative content that resonates with
your target audience.
 Optimize for Search Engines (SEO): Use relevant keywords and best practices to improve your website's
visibility in search results.
 Develop a Content Calendar: Plan and schedule your content creation to maintain consistency and reach.

3. Social Media Marketing:

 Choose the Right Platforms: Select social media platforms that align with your target audience and
business goals.
 Create Engaging Content: Develop content that is shareable and encourages interaction.
 Build a Community: Engage with your followers and build relationships.

4. Website Design and Functionality:

 User-Friendly Design: Ensure your website is easy to navigate and provides a positive user experience.
 Mobile Optimization: Make sure your website is responsive and looks good on all devices.
 Call to Actions (CTAs): Use clear and compelling CTAs to guide visitors towards desired actions.

5. Monitoring and Analysis:

 Track Key Metrics: Monitor website traffic, engagement, and conversions to measure the effectiveness of
your web presence efforts.
 Analyze Data: Use data to identify areas for improvement and make data-driven decisions.
 Adapt and Iterate: Continuously refine your strategies based on data and feedback.
 Uniqueness of the web Meeting the needs of website

To meet the needs of a website, focus on a unique, user-friendly, and engaging experience,
ensuring easy navigation, quality content, and a strong online presence that reflects your brand and
target audience.
Here's a more detailed breakdown:
1. User Experience (UX) is Key:
 Intuitive Design:
Make your website easy to navigate and understand, with a clear structure and logical flow.
 Mobile Responsiveness:
Ensure your website looks and functions well on all devices, from desktops to smartphones.
 Fast Loading Speed:
Users are impatient, so optimize your website for quick loading times.
 Clear Calls to Action (CTAs):
Guide users towards desired actions, such as making a purchase, signing up for a newsletter,
or contacting you.
 User-Friendly Navigation:
Make it easy for visitors to find what they're looking for with a well-organized menu and
clear labeling.

2. Content is King:
 High-Quality Content:
Provide valuable, informative, and engaging content that meets the needs of your target
audience.
 Fresh and Relevant Content:
Keep your website up-to-date with new information and relevant content to maintain visitor
interest and improve search engine ranking.
 Unique Content:
Stand out from the competition by offering unique and original content that reflects your
brand's personality and values.
 SEO Optimization:
Optimize your content for search engines to improve visibility and attract organic traffic.

3. Brand Identity and Visual Appeal:

Consistent Branding:
Maintain a consistent brand identity throughout your website, including your logo, colors,
fonts, and overall design.
 Engaging Visuals:
Use high-quality images, videos, and animations to capture attention and enhance the user
experience.
 Unique Design:
Create a unique and memorable website design that sets you apart from the competition.
 Unique Typography:
Consider using unique and stylish typography to make your website stand out.

4. Functionality and Features:

 Contact Information:
Make it easy for visitors to contact you with clear contact information, including phone
numbers, email addresses, and social media links.
 Social Media Integration:
Integrate your website with social media platforms to increase engagement and reach a wider
audience.
Security:
Implement robust security measures to protect your website and user data from cyber threats.
 Content Management System (CMS):
Use a CMS to easily manage and update your website content.
 A/B Testing:
Use A/B testing to experiment with different website elements and optimize for better
performance.

What is website maintenance?

Website maintenance is the process of keeping a website up-to-date and running smoothly as
well as performing optimally. Website maintenance includes tasks like ensuring all the links on
your site are working, regularly updating content, and fixing any broken links. It also involves
more general housekeeping tasks like backing up your site regularly and monitoring your site's
performance.

There are a few different types of website maintenance that you should be aware of:
1. Security updates
Security patches are released by web development companies to address vulnerabilities in their software.
Patches are essential in keeping your site safe from hackers, so installing them as soon as they're available
is important.
2. Plugin and theme updates
Plugins and themes help to extend the functionality of your website. But like any software, they need to be
kept up-to-date to ensure compatibility with the latest web browsers and security patches.
3. Content updates
Your website's content should be kept up-to-date to ensure that it is relevant and accurate. This includes
adding new blog posts, updating product descriptions, and removing outdated content. Outdated content
can make your site look unprofessional and can turn away potential customers.
4. Backup and disaster recovery
Having a recent backup of your website is important in case something goes wrong. Disaster recovery
planning helps ensure that you can quickly get your website back up and running in the event of a major
problem. A backup helps to prevent data loss and ensures that you can restore your site if it's ever hacked
or corrupted.
5. Performance monitoring and optimization
Monitoring your website's performance can help you identify potential problems and take steps to keep
your site running smoothly. Optimizing your website's performance can help improve your site's speed and
responsiveness. It entails the tasks of improving web page loading times, optimizing image sizes, and
minifying code.
6. Security scanning
Security scanning is important in web maintenance to ensure that the site is secure from any potential
threats. Regularly scanning the website can identify and fix security vulnerabilities before they cause any
damage. This helps to protect both the website and its users from potential harm.
Scanning the website also helps to improve the user experience. By identifying and fixing potential security
vulnerabilities, users can be assured that their personal information is safe when using the website.
7. User management
If your website has users, you'll need to manage their accounts. This includes creating and deleting user
accounts, resetting passwords, and managing permissions. User management also includes cleaning out the
users' list by removing bots and spam accounts.
8.
Testing your website's accessibility is important to ensure that everyone can use your site. This includes
people with disabilities, people using mobile devices, and people with slow internet connections.

Why is site maintenance necessary?

Website maintenance is important for a number of reasons, the most obvious being that it keeps your
website functioning properly. However, there are other reasons to maintain your website on a regular basis,
such as keeping your site looking fresh and updated, ensuring that visitors have a good experience when
they visit and improving your SEO ranking.
Choosing a versatile website builder is essential in making website maintenance easier. Mailchimp’s
website builder makes website maintenance easy and affordable for business owners of all sizes. Learn
more about how our builder can help you create a beautiful and functional website that will help you grow
your business.
Benefits of website maintenance

Search Engine Optimization (seo)

Matrices defining internet units of measurement Online marketing

What are marketing metrics?

Marketing metrics are what marketers use to monitor, record, and measure progress over time. The

metrics themselves are varied and can change from platform to platform. Marketers need to hone in on
 their goals and choose the metrics that will track their successes and failures. Although there are many

working metrics you could keep track of, you need to hone in on what actually matters for each

campaign.

Why do marketing metrics matter?

According to a Google study done in partnership with MIT, 89% of leading marketers use strategic

metrics, like gross revenue, market share, or CLV, to measure the effectiveness of their campaigns. Some

of the benefits of using these and other metrics include:

 Having data to support informed decision making

 Knowing which channels provide the highest ROI
 Justifying marketing spend and overall budget allocations
 Increasing results across the board
 Honing in on where and how to maximize lead conversions

How to set your key marketing metrics

It all boils down to two main ideas: goals and focus.
Goals
For example, if your goal is to increase sales by 5% this quarter, tracking the number of likes on
your recent Instagram post probably shouldn’t be your top priority. Choose marketing metrics that
are directly connected to your desired outcome.
Also, don’t forget strategy. When outlining your goals, it’s good to know how you’ll pursue them.
Whatever strategy you choose will also determine which marketing metrics are best.
In the above example, if you know that BOFU content, such as a blog post on competitor
alternatives that heavily features your product, is a big part of your strategy, then you will want to
monitor metrics such as CTA link clicks, page views, and average time on page.
Focus
Sure, there are pie-in-the-sky metrics that marketers get really excited about tracking. After all, we
know that knowledge is power, and it’s natural to want to know what’s going on in every facet of
your business. But we know from personal experience that it’s often time-consuming and
counterproductive to chase after every metric just because you think you should.
Examples of key marketing metrics
1. Cost per acquisition (CPA)
CPA is how much you spend to get one new customer. This can vary by campaign, channel,
and even time of year.
2. Cost per lead (CPL)
Before you can acquire new customers, you have to bring in new leads. Cost per lead
measures the dollar amount of each new lead by campaign, channel, or overall spending.
3. Customer lifetime value (CLV)
Customer lifetime value is the total dollar amount a single account or person is projected to
spend on your business from their very first purchase all the way to their last.
Advantages of online marketing

Online marketing is the process of promoting a business through digital channels such as social
media, email, influencer marketing, videos, SEO, and more.

More people are online than ever before. With so many different platforms and options available
for online marketing, marketers need to decide which strategies are best for their businesses.

Online marketing benefits

The internet has opened new possibilities and new benefits to marketers. In addition to driving
traffic to your site, generating leads, and driving sales, online marketing offers:
Reduced expenses. Online marketing strategies like content marketing generate three times more
leads and cost 62% less than other marketing methods. Online marketing tends to be both more
effective and affordable, which is useful for both SMBs and enterprise marketing teams.
Speed. Your audience can act on your messaging right away, giving you a quick turnaround on
your investment.
Elegant communications. You can schedule marketing messages and even personalize messaging
to each customer individually, allowing for seamless and targeted experiences.
Better control. Online marketing strategies like pay-per-click ads allow you to set spending limits.
They also allow you to gate content, segment audiences, and distribute content on your own terms.
This gives businesses a greater degree of control over their messaging and brand that traditional
marketing just can’t offer.
Improved customer service. Shoppers expect near-immediate answers from the brands they buy
from, which just isn’t possible with traditional marketing. With online marketing you can engage
with customers quickly over many channels such as email, text messages, chatbots, and other
online tools.
Competitive advantage. Your business can get an easy edge over other providers that don’t invest
in online marketing. This expands your audience, increases customer engagement, and ultimately
boosts sales, which can help you stand out in a crowded market.