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Learning Objectives
By the end of this module, you will meet these learning
objectives:
Determine digital marketing methods
Determine the role of SEO in digital marketing
Module Overview
In the previous module, you learned about marketing
research and methods to determine target audiences. You
determined the demographic, socioeconomic, cultural, and
behavioral factors for the target audience. You delved deeper
into the concepts of target markets and brand awareness,
and you investigated marketing research methods. In this
module, you will expand on the learnings from the previous
modules and explore the concept of digital marketing
methods and the role of search engine optimization (SEO) in
the sphere of digital marketing, as well as how it
compliments traditional marketing methods.
Digital marketing involves the marketing e)orts that use the
internet and electronic devices, connecting audiences and
customers wherever they are online. Digital marketing
segregates into various categories, and they include search
engine marketing (SEM), SEO, social media marketing,
inbound marketing, content marketing, email marketing, and
other online experiences.
According to Rogers (2021), at the heart of any successful
campaign is the alignment of overall business goals and
objectives with your digital marketing goals, objectives, and
tactics. Digital marketing has become a staple method to
reach Generation Z, who are a digital-and-mobile-native
generation. Along with technologies and digital platforms for
attracting Generation Z, you will also need to learn the
language they speak. However, since many of us explore
these platforms and channels along with Generation Z, the
digital marketing e)orts need to be comprehensive enough
to address the needs of multiple generations.
This module focuses speci4cally on digital marketing and
associated social media marketing. Also, the module explores
SEO and its application in digital marketing. As the regional
marketing director in the scenario, you will use digital
marketing platforms to increase the organization’s brand
awareness while the park reopening plans continue.
References
Rogers, J. (2021).The digital marketing landscape: Creating a
synergistic consumer experience.Business Expert Press.
Module at a Glance
This is the recommended plan for completing the reading
assignments and activities within the module. Additional
information can be found in the module Resources section
and on the module table of contents page.
1. Review the module resources.
2. Submit your PowerPoint presentation.
3. Submit your recommendation report.
4. Complete and submit the quiz.
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