Learning Objectives

By the end of this chapter, you will be able to:

  • Define social media.
  • Define digital marketing and its main channels.

Social Media

Social media refers to websites and applications that are designed to allow people to share content quickly, efficiently, and in real-time. They are a key part of Web 2.0, focused on user-generated content and online interaction.

  • Examples: Facebook, Twitter, Instagram, LinkedIn, TikTok.

Digital Marketing

Digital marketing is the component of marketing that uses the internet and online-based digital technologies to promote products and services. Key channels include:

  • Search Engine Optimization (SEO): The process of improving your website to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines.
  • Content Marketing: Creating and sharing valuable online content (such as blog posts, videos, and infographics) to attract and retain an audience.
  • Social Media Marketing: Using social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.

Summary

Social media platforms have become a dominant force in communication and content sharing. Businesses leverage these platforms through digital marketing, which encompasses a range of online strategies. Key among these are SEO, to improve search engine visibility, and content and social media marketing, to engage with customers and build a brand community.

Key Takeaways

  • Social media allows users to create and share content in real-time.
  • Digital marketing uses online channels to promote products and services.
  • SEO, content marketing, and social media marketing are key digital marketing channels.

Discussion Questions

  1. What is the difference between traditional marketing and digital marketing?
  2. Why is SEO so important for businesses today?
  3. Think of a brand that does social media marketing well. What makes them effective?