Digital Marketing 101 | All Types Explained | Marketing vs Advertising | Theory Covered | First Step | Nikola Lugonja | Skillshare

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Digital Marketing 101 | All Types Explained | Marketing vs Advertising | Theory Covered | First Step

teacher avatar Nikola Lugonja, HR and Marketing Instructor

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.

      Difference between Marketing and Advertising


    • 3.

      Digital Marketing & Online Marketing & E-marketing


    • 4.

      Social Media Marketing & Email Marketing & Affiliate Marketing


    • 5.

      SEM & SEO


    • 6.

      Inbound Marketing & Outbound Marketing & Content Marketing


    • 7.

      Native Advertising & Geo marketing


    • 8.

      Video Marketing & Mobile Marketing


    • 9.

      Viral Marketing & Influencer Marketing


    • 10.

      AR Marketing & VR Marketing


    • 11.

      Thank you


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About This Class

Welcome to this Digital Marketing 101 course where you are going to learn the difference between types of digital marketing and what they mean. We will first talk about the difference between Marketing and Advertising in general, then focus on Online marketing and E-marketing. After that, we will focus on Social Media Marketing, Email and Affiliate Marketing. Later on, SEM and SEO... After this course, you will be able to understand different terms related to digital marketing.

Digital Marketing 101 (lectures):

  1. Introduction

  2. Difference between Marketing and Advertising

  3. Digital Marketing & Online Marketing & E-marketing

  4. Social Media Marketing & Email Marketing & Affiliate Marketing

  5. SEM & SEO

  6. Inbound Marketing & Outbound Marketing & Content Marketing

  7. Native Advertising & Geo marketing

  8. Video Marketing & Mobile Marketing

  9. Viral Marketing & Influencer Marketing

  10. AR Marketing & VR Marketing

  11. Thank you

Meet Your Teacher

Teacher Profile Image

Nikola Lugonja

HR and Marketing Instructor


-Multi-year experience in both HR and digital marketing. I started my career in Marketing, but over time I dived deeper into the world of Human Resources. I find these two areas commonly overlapping (e.g. when it comes to employer branding), therefore I will also try to link them in some classes. 

-Here are 4 values that I always keep in mind when preparing and publishing classes:

Keep it short and sweet - eliminating waste i.e. everything that does not bring any value and ensuring the students get the most out of every single second Unscramble the content - making things simple to comprehend and outlining the most important takeaways Always explore - stepping into the unknown to extensively research new topics and broaden the knowledge spectrum Improve... See full profile

Level: Beginner

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1. Introduction: Hi, everyone. Welcome to this digital marketing one won t radical course. We're going to talk about different types of marketing on just a quick disclaimer. Before we start, you may run into different types of marketing that are subset of digital marketing, but they're not covered within discourse. And that's perfectly fine, because there are a lot of different types of marketing with digital marketing and, of course, not able. But I didn't choose to cover that in this score. So I choose to focus only on the types of market that you went to see later on, because I think that they're the most popular once the most important wants the most used ones. Okay, so before we start with the analysis of different types of marketing, I would like to mention to give you an intro. What are we going to talk about? This course and the first thing? First, we're going to bench the difference with marketing and advertising, and after that, we're going to talk about difference between digital marketing like marketing marketing, that we want to take a look at the social media marketing email marketing an affiliate marketing. Later on, they look at the about marketing, marketing and content marketing. After that, we will see the difference between video one thing. Mobile marketing, viral marketing, influencer marketing. And finally, we're going to take a look at the difference between Eire A our marketing and PR walking. So stay tuned. I think that this will be very helpful to you. If you're starting with the marketing. If you're just entering this sector, it will be a bracing to you. Even if you're a bit experience in this sector, it will still be good. Teoh, repeat those terms to maybe find out something. Wasn't differences between different terms. So thank you for watching the central and I hope to see the police videos. 2. Difference between Marketing and Advertising: hi everyone. Our first topic of the courses marketing worse is advertising, and I want to make a clear difference here because usually these two terms are used interchangeably, and in some cases they can be used like that. I mean, they could be sitting them synonyms in some way. But if you're performing, if you're working in marketing the sector marketing area, then you should definitely know the difference. So advertising is a component that is just one step off marketing. Martha refers to preparing a product for the market place and includes a much bigger process. Advertising, on the other hand, is making your product and service known toe on audience or marketplace advertising uses the data and research collected by marketing strategies. The best communicate the print. So here, as you can see, marketing is much bigger than advertising. Advertising is, as it is written. Just one component. Just one step off the whole marketing process. You can imagine that as a so if marketing was like a car, that advertising would be like an engine. Okay, so I wouldn't say that it's always the most important part depends on different cases, but it can be also the most important part off the marketing process. Thank you for watching and seeing the falling with you 3. Digital Marketing & Online Marketing & E-marketing: Hi, everyone In this video, we're going to cover the difference between digital online and in marketing and the old again. These terms are very often used interchangeably. There is a clear difference among them off course. First leaving first, we're covering the digital marketing. It is a term that refers to using digital channels, devices and platforms regardless off, whether their own line or not, to build or promote your marketing message. In other words, with digital marketing, you don't limit yourself to using the Internet. And that is the key difference between digital marketing and online marketing. So online marketing only limit itself to the Internet. Digital marketing is much broader than that. And you might wonder. Well, what are some examples off digital marketing that don't require online connection? Well, that could be games mobile marketing. If we talk about SMS text campaigns, the Viets a RVR campaigns again if they don't require Internet connection and radio and billboard marketing because they can also be digital. Now I would like to talk about the online marketing. Online marketing is a subset off digital marketing and keeping minded. From now on, whichever type of marketing that we cover will be some kind of subsets and sub categories off digital marketing. So you can imagine digital marketing as an umbrella for the other types of marketing to recovering here. So online marketing again is a subset of digital marketing. The main characteristic of online marketing is that it requires a live Internet connection to work. Also, you may encounter the term Internet marketing. Keep in mind that, in this case it is the interchangeable term for online marketing. So online or Internet marketing. It's the same, I think, and some examples. But throughout the whole course, you're going to see the examples of online marketing also. But some examples right now are, for example, Social Media marketing game, ill marketing, a CEO, search engine marketing and so on. Finally, the last type of marketing that we're covering in this video is e marketing. Keep in mind, very often, people confuse it with e mail marketing. Here it's just a marketing, and the marketing is considered to be an equivalent to online or Internet marketing. However, it has a much broader scope and is and as it not only makes the use off Internet, and that is important to know so it's Ah, little I wouldn't say to brother, but a little bit broader for comparing to the online marketing. And what makes e marketing different is that it also focuses on building relationships with customers in marketing. It's responsible for the management, off information and sensitive data off digital customers and Elektronik customer relationship management systems, as you can see here. Okay, so I hope that you now understand the difference between these terms on sometimes people use them as they said interchangeably, although there is a clear difference among them. So keep that in my thank you for watching and seeing the following videos. 4. Social Media Marketing & Email Marketing & Affiliate Marketing: Hi, everyone and this video. We're going to talk about the difference between social media marketing, email marketing, an affiliate marketing. Social media marketing involves creating and sharing content on social media networks in order to achieve certain marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos and other content and drugs. Audience engagement as well. A spade social media advertising. So here you can recall our lecture from the beginning, where we talked about the difference between marketing and advertising. You can see here that social media advertising is just that part off social media marketing in in whole and there. You can also see here that social media marketing does not refer only to one type off media networks, such as social media networks such as Facebook or INSTAGRAM YouTube. But it applies to the all of them, and that is really important to know this is a very big area, I would say, because there are many social media networks out there, So this is this type of social social media. Marketing is usually seen as a subset off online marketing. The next one is email marketing. Email marketing is a way to promote products or services through email and its broader sense. Every email sent to a potential or current customer could be considered email marketing. However, in this case, the term is usually used to refer to sending emails with the purpose off, acquiring new customers or convince encourage customers to purchase something immediately. Okay, so it's that is important to know the difference here again. Email marketing can also be seen as a subset off online marketing. So keep in mind here that email marketing can be, as it is written in its broader sense, basically every email that you sent this some type of email marketing. But we usually when we talk about email marketing, that is, we're referring to send the gay males when we want to acquire someone when you want to promote something when we want to make some special deals and so on. Finally, affiliate marketing is where a person partners up with other businesses in order to receive a commission for the traffic he or she generates for this business. So if you generate a sale for the company, you get paid. If you don't generate a selling, you don't get paid. And here's an example you petaling to an external website on your block or website. Every time a user proceeds to this external website and make a purchase, you receive a commission. One of the most known example for this is Amazon Affiliate program, where people can commissioned by promoting Amazon products. So basically you're working for somebody else. You're promoting their products or services on your website. If somebody by certain product or service with your refer link with your external ing and so on, you get a commission. That's the affiliate marketing. Thank you for watching and seeing the falling radius. 5. SEM & SEO: Hi, everyone. In this video, we're going to cover the difference between search engine marketing and search engine optimization. The first thing, sir Gentian marketing or better known as A C M, involves a promotional websites by increasing their visibility in search engine results, primarily toe paid advertising in search engine marketing, advertisers pay only for impressions clicks that results in visitors, making it an efficient way to spend their budget when it comes to a surge. Engine optimization, or seo is simply a component of search engine marketing. Here, businesses don't pay for traffic and clicks. Rather, they earn a free spot in search results by having the most relevant content for a given keyword search. And again that the easiest difference to remember here is that search engine marketing is broader than search engine optimization, and in this case you can see that the difference is that paid advertising. So within ASIO, you won't have anything that you won't have paid. That adds, while with its suggestion marking you probably well, keep in mind that when you're improving your search engine marketing off course, you're generally improving your search engine optimization that is your CEO. Thank you for watching, and I hope to see you in the form of videos 6. Inbound Marketing & Outbound Marketing & Content Marketing: Hi, everyone. In this video, we're going to cover the difference between inbound marketing, outbound working in content marketing. First, we will start with the inbound marketing. It is the process of a tracking detention of potential clients via content creation before they're even ready to buy. It's one of the best and most cost effective ways to convert strangers into customers and promoters of your business. Infographics e books Webinars case, that is, white papers and cetera are all tactics used to perform in my own marketing, although it sounds similar to content marketing, keeping minded in town marketing is considered to be brother than content marketing, and we're going to see afterwards why, when you talk about outbound marketing, it refers toe any kind of marketing where a company initiates the conversation and sense its message out to an audience. All about marketing is theon opposite off inbound marketing where the customer find you when they need you. Here, you look for them, and that is, I would say, the key difference. To understand what is actually the difference between inbound and outbound marketing. So all about marketing examples include more traditional forms of marketing and advertising such a TV commercial radio as print advertisements such as newspapers, magazine ads, flyers, brochures and so want. Moreover, trade shows and Cold Coast can also be considered a southpaw marketing. Finally, when we talk about content marketing, we can say that it is a marketing technique which involves creating and distributing valuable content to attract customers. Content Marketing aims to provide valuable and informative content to people with the objective off, converting them into customers. Instead of hitting customers with ads, you give them information that aids their purchasing decision. Primary goal off the content Marketing is to give the valuable information and not interrupt as many other types off marketing Do as you can see here. The important thing is that you offer customers some type of knowledge or answer to their question and engage them in that way, not just simply by directly showing them your product or service. You can see you can actually do content marketing throughout InfoGraphics blog's podcasts, videos, webpages, images, books in someone. And now I hope that you understand the difference between the inbounds and now but marketings and, of course, content marketing. All the content marketing is similar to inbound marketing I would say that court and marketing is only focused on the content, while inbound marketing is much broader than that and it involves more activities. Thank you for watching, and I hope to see the falling videos. 7. Native Advertising & Geo marketing: Hi, everyone. This video we're going to talk about native advertising and geo marketing. Native advertising represents the content that is aimed at a taste of the target audience to promote something native advertising plugs in product or services with the lives of the audience, making the products inclined to the audience instead of having the audience create a need for them. Usually example is when you read an article covering the specifications off new smartphone and then get the reference or an option to buy that spar phone. By the end of the article, JIA marketing is any form off marketing that in court incorporates location intelligence in order to improve the odds off a particular message reaching the right consumer at the right time. To give you a basic example, Customer has visited several car dealerships over the past several days, probably looking for a car. Dealers who can deliver a relevant add or any type of offer on the new car to this interested person are more likely to make a sale, and that is when she a marketing comes into play. Thank you for watching, and I hope to see in the polling videos 8. Video Marketing & Mobile Marketing: Hi, everyone. I hope that you are enjoying the course so far and that you are able to understand the difference between different terms. I know that some of them are very similar and very often use a synonyms. But I'm really trying to explain you the difference among different types of marketing and to put it to the easiest perspective for you to understand. And in this video, we're covering the difference between video marketing in mobile marketing. Video marketing means using videos to showcase your product or service to your audience. It integrates engaging video into your marketing campaigns. Here are some examples that I can include our customer testimonials, videos from live events, how to videos, explainer videos, corporate training videos and so on. One of the best known examples, If you recall our go pro fireman saves kitten video campaign or Android Friends forever campaign, you can watch him on YouTube and see what video marketing is in practice. The next one. Mobile marketing is an activity that promotes products and services and via mobile devices such as tablets and smartphones. Mobile marketing provides customers or potential customers using smartphones with personalized time and location sensitive information so they can get what they need exactly when they need it, even if they're on the go. Okay. And SMS messaging is one of the most common delivery channel for mobile marketing. Geo marketing and air marketing, which we're going to see later, developed close ties to the mobile marketing as well. Thank you for watching and I hope to see in the following videos. 9. Viral Marketing & Influencer Marketing: Welcome back in this video. We're talking about viral marketing and influence from marketing. Viral marketing refers to a post of some sort that is trendy. Fund your strange enough to gain a massive amount of shares online. So the answer's off. Viral marketing is to create a post video image member or another short form content type that spreads across the Web like a virus. Keep in mind that this is hard to do because it's not easy to create something that will be viral. But the benefits alone make the effort worth the time. And, of course, to make assess a successful viral marketing campaign, you need to promote the same content across multiple channels. Best known examples are all Spice Maria Carrion, Hostile World. Alexa lost her voice and so on. As I said, it doesn't necessarily have to be in the form of video. It can be in the form off image, post them and so on, but usually because video is very popular at the moment. Usually the best examples are video campaigns. The next type is influencer marketing. Influencer marketing is a form of marketing that focuses on targeting key industry leaders to drive brand message and awareness to specific market off consumers, an influencer marketing the results of the campaigner collaborations between breads and influencers. Thank you for watching and I hope to do in the fall of videos. 10. AR Marketing & VR Marketing: hi, everyone in this video we're covering two relatively. I would stay in new types of marketing. There still are not so popular, but will become popular eventually and go mainstream, that's for sure. The 1st 1 is augmented reality marketing or a our marketing. It allows brands to give customers a unique experiences with the convenience off tapping into their mobile devices. A R gives you another tool when it comes to driving sales and encasing brand value through mobile devices. One of the best examples is I Kia and its act, where people are able to experiment with new furniture in their home before buying any and the second type of marketing in this video that I want to mention this virtual reality marketing. So we are marketing. It allows companies to bridge the gap between experience in action. VR can be used to offer a digital experience in the place of a physical. One, which can promote products and services as well as promoting assistant products here, can also be used to showcase those that are in development. Businesses can invite customers along on the journey as they create something new. One of the best examples this forward has tried campaign, which was used to test drive a car when there is not any dealership nearby for interested clients in buying mobile vehicles. Okay, so I said, These are not so known types off marketing because they're relatively new. But I believe that they will become and go mainstream in the following years, that's for sure. And what I can say is that you should understand the difference between the two because A AR and VR have difference is, ER is completely going into virtual reality with augmented reality is the words just augmented. So it's basically putting some additional type of reality on the existing one. Okay, so if you really, although this is a bit off topic. But if you really want to understand difference between augmented reality and virtual reality, just think off the very popular game a document go That was the example off augmented reality because in the existing world you were adding virtual things. If I can call them like that, so you were building augmented reality, whereas when you put those, we are sets on your head and you go completely in the virtual said That is called virtual reality. Thank you for watching, and I hope to see in the falling videos 11. Thank you: Hi there. Thank you for taking this course. I really hope that you found it helpful and that you understood theoretical explanation that I was trying to give throughout the whole course. I really hope that you will use this knowledge as the base for future learnings and that you will be able to implement in practice. Moreover, I would courage. If you're religious in digital marketing area, I would encourage you to take a look at my other courses and classes where you will be able to gain knowledge about different subsets of digital marketing and use it in practice. Thank you. Wants to get, and I hope to see you there.