Digital Marketing 101
Embark on an interactive journey to master the fundamentals of digital marketing with fun, engaging lessons and hands-on projects!
Start LearningUnderstanding Owned/Earned/Paid Media Channels
Discover the three main types of media channels and how they work together to create a comprehensive digital marketing strategy.
Owned Media
Channels you control and manage
Owned Media
Your website, blog, social media profiles, email newsletters, and mobile apps. These are channels where you have full control over content and distribution.
Benefits: Complete control, cost-effective long-term, builds brand equity.
Earned Media
Organic exposure through publicity
Earned Media
Publicity gained through promotional efforts rather than paid advertising. Includes word-of-mouth, social media shares, reviews, and press mentions.
Benefits: High credibility, cost-effective, extends reach organically.
Paid Media
Paid promotion to reach your audience
Paid Media
All marketing efforts that involve paid placement. Includes PPC ads, social media ads, display advertising, and influencer collaborations.
Benefits: Immediate results, precise targeting, scalable reach.
Examples of Each Media Type
Company Blog
A blog on your website where you publish articles related to your industry, products, or services. You have complete control over the content and design.
Social Media Profiles
Your brand's profiles on platforms like Facebook, Instagram, Twitter, and LinkedIn. You control the content and engagement strategy.
Email Newsletter
A regular email sent to subscribers with updates, promotions, and valuable content. You control the messaging and distribution schedule.
Customer Reviews
Reviews and ratings left by customers on third-party sites like Yelp, Google Reviews, or industry-specific platforms. These provide social proof for your brand.
Social Media Shares
When users share your content with their networks, extending your reach organically without direct payment.
Press Mentions
Coverage of your brand in news articles, blog posts, or other media outlets that you didn't pay for directly. Provides third-party validation.
Google Ads
Pay-per-click advertising on Google's search results and display network to reach users actively searching for your products or services.
Social Media Ads
Paid advertisements on platforms like Facebook, Instagram, or LinkedIn to reach specific demographics and interests.
Influencer Collaborations
Partnering with influencers to promote your products or services to their audience in exchange for compensation.
Mapping Basic Customer Funnels
Visualize the customer journey from awareness to conversion with our interactive funnel model.
Awareness
Potential customers discover your brand through various channels
Interest
Customers show interest in your products or services
Consideration
Customers evaluate your offerings against competitors
Conversion
Customers make a purchase or take desired action
Loyalty
Customers become repeat buyers and brand advocates
Setting OKRs vs. KPIs
Learn the difference between Objectives and Key Results (OKRs) and Key Performance Indicators (KPIs) to measure success effectively.
OKRs
- Set ambitious, qualitative objectives
- Define 3-5 measurable key results
- Focus on outcomes, not outputs
- Typically set quarterly
- Encourage stretch goals
- Example: "Launch successful email marketing campaign" with KRs of "25% open rate" and "5% click-through rate"
KPIs
- Measure performance against specific targets
- Track ongoing business metrics
- Focus on specific, measurable values
- Monitored continuously
- Indicate health of business processes
- Example: "Monthly website traffic", "Conversion rate", "Customer acquisition cost"
Real-World Examples
| Objective | Key Results | Department |
|---|---|---|
| Launch successful social media campaign | Increase followers by 25%, Achieve 5% engagement rate, Generate 100 leads | Marketing |
| Improve website user experience | Reduce bounce rate by 15%, Increase time on site by 30%, Improve page load speed to under 2 seconds | Web Development |
| Enhance customer satisfaction | Achieve 90% positive reviews, Reduce customer support tickets by 20%, Increase Net Promoter Score to 50 | Customer Service |
| KPI | What It Measures | Target |
|---|---|---|
| Conversion Rate | Percentage of visitors who take desired action | 3-5% |
| Customer Acquisition Cost (CAC) | Cost to acquire a new customer | $50 or less |
| Customer Lifetime Value (CLV) | Total revenue a business can expect from a single customer | 3x CAC |
| Return on Investment (ROI) | Profitability of an investment | 5:1 or higher |
UTM Parameter Structure & Implementation
Learn how to track your marketing campaigns effectively with UTM parameters. Use our interactive builder below to create your own UTM-tagged URLs!
UTM Parameter Best Practices
- Use consistent naming conventions across all campaigns
- Use lowercase letters to avoid case sensitivity issues
- Use underscores (_) or hyphens (-) instead of spaces
- Always include utm_source, utm_medium, and utm_campaign
- Use utm_term for paid search keywords only
- Use utm_content to differentiate similar ads or links
- Create a documentation sheet for your team to reference
- Test your UTM parameters before launching campaigns
Project: Create Channel Map for a Mock Business
Apply what you've learned by creating a comprehensive channel map for a mock business. Add different channels, categorize them, and build your digital marketing strategy!
Instructions:
1. Think of a mock business (e.g., a local coffee shop, an online clothing store, etc.)
2. Add different marketing channels you would use for this business
3. Categorize each channel as Owned, Earned, or Paid media
4. Describe how each channel would be used in your marketing strategy
5. Consider how these channels work together in your overall marketing funnel
Test Your Knowledge
Challenge yourself with our interactive quiz to see how much you've learned about digital marketing!
1. Which of the following is an example of Owned Media?
2. What is the primary purpose of the Consideration stage in the customer funnel?
3. Which UTM parameter is used to identify the specific marketing campaign?
4. What is the main difference between OKRs and KPIs?
Your Score: 0/4
Additional Resources
Explore these resources to deepen your understanding of digital marketing concepts.
Digital Marketing Books
Recommended reading list for aspiring digital marketers
Video Tutorials
Step-by-step guides on implementing digital marketing strategies
Marketing Tools
Essential tools to streamline your digital marketing efforts
Certification Courses
Professional certifications to advance your digital marketing career
Communities
Join forums and groups to connect with other digital marketers
Case Studies
Real-world examples of successful digital marketing campaigns