Digital Marketing Basics (2025) – Lecture Notes
Compiled by: Study Resource Team
For educational purposes only
Introduction to Digital Marketing
Digital marketing is the practice of promoting products or services using digital channels. It includes
SEO, PPC, social media, content marketing, and analytics.
Why Digital Marketing?
1. Wider reach compared to traditional marketing.
2. Cost-effective and measurable.
3. Provides better engagement with customers.
4. Essential for modern businesses to stay competitive.
Core Components of Digital Marketing
1. Search Engine Optimization (SEO)
2. Pay-Per-Click Advertising (PPC)
3. Social Media Marketing (SMM)
4. Content Marketing
5. Email Marketing
6. Web Analytics
7. Mobile Marketing
SEO (Search Engine Optimization)
SEO is the process of optimizing content so that it ranks higher on search engines.
Key Elements of SEO:
- On-page SEO (titles, meta tags, content optimization)
- Off-page SEO (backlinks, guest posts)
- Technical SEO (site speed, mobile-friendliness)
- Local SEO (Google My Business, reviews)
PPC (Pay-Per-Click Advertising)
PPC allows businesses to pay only when users click their ads. Popular platforms: Google Ads, Bing
Ads.
Advantages:
- Quick visibility
- Targeted audience
- Scalable budgets
Social Media Marketing (SMM)
SMM uses platforms like Facebook, Instagram, Twitter, LinkedIn, and YouTube to engage users.
Content Types:
- Posts and updates
- Stories and reels
- Paid campaigns
Content Marketing
Content is the backbone of digital marketing. High-quality blogs, videos, infographics, and podcasts
help build trust and attract organic traffic.
Email Marketing
Email campaigns nurture leads and build customer loyalty.
Best Practices:
- Personalization
- Clear CTAs
- A/B testing subject lines
Analytics & KPIs
Digital marketing success is measured using analytics.
Key Metrics:
- CTR (Click Through Rate)
- CPC (Cost Per Click)
- Conversion Rate
- ROI (Return on Investment)
Future Trends in Digital Marketing (2025)
1. AI-driven search and recommendations.
2. Voice search optimization.
3. Video-first content.
4. Privacy-focused marketing.
5. Hyper-personalized experiences.
Case Study: A Small Business Using SEO & Social Media
A café in Pune implemented local SEO and Instagram reels. Within 3 months:
- Footfall increased by 40%
- Online orders grew by 60%
- Brand recognition improved significantly
Comparison: SEO vs PPC
Aspect SEO PPC
Cost Free but time-intensive Paid per click
Timeframe Long-term results Immediate visibility
Control Limited (depends on Google) High (ad targeting)
ROI High in the long run Can be costly if not optimized
Conclusion
Digital Marketing in 2025 continues to evolve with technology and consumer behavior. These notes
summarize the foundational concepts useful for students, marketers, and business owners.
