Digital marketing

Digital marketing is defined as the use of internet-connected devices such as computers, tablets, smartphones, and game consoles to engage consumers with online advertising. One of the key principles of digital marketing is creating an easy, seamless, and convenient user experience for target audiences. Moreover, eliminating the amount of consumer effort needed to act on digital content helps establish an ongoing, automated relationship between brands and their audience.[1]

Content marketing is a strategic marketing approach focused on developing “content” to educate, build relationships with, acquire and secure customers. This information is delivered in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs etc.



The purpose of this learning pathway is to help you understand how digital marketing contributes to product marketing success and profitability. You will learn to:

  • Explain digital marketing, social media and their strengths and weaknesses.
  • Identify the key elements of a digital marketing strategy for a product at different stages in its life cycle.
  • Explain how digital marketing can expand the reach and cost-effectiveness of a promotional campaign.
  • Discuss the implications of digital promotions and social media for marketing planning.