Welcome to the Fundamentals of Digital Marketing
Core Concepts · 1.2h
← Fundamentals of Digital Marketing - Google
Index
Digital marketing skills and your career
What is digital marketing?
Digital marketing is a popular way to market businesses and brands, from small-scale stores and service providers to nationwide and even global companies. Digital marketing can help you connect with new customers and get existing customers to return by using digital channels to promote products and services. It works best when a combination of digital channels are used.
| Channel | Examples |
|---|---|
| Social media | LinkedIn, Instagram, TikTok, Facebook, YouTube, Threads |
| Mailchimp, Klaviyo, Brevo (Sendinblue), HubSpot | |
| Search engines | Google Search, Microsoft Bing, DuckDuckGo |
| AI assistants | Google AI Overviews, ChatGPT, Perplexity, Microsoft Copilot |
| Websites & marketplaces | Shopify, Etsy, Amazon, your own site |
| Online advertising | Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads |
| Mobile apps | Native apps, Progressive Web Apps (PWAs) |
Help customers find you
One of the biggest advantages of being online is the benefits of search. Having a digital presence means you’ll be visible when people go online and search for a business like yours — whether they type a query, use voice search, or ask an AI assistant.
How can this benefit your business?
Build trust
When a customer clicks a link to your website there’s so much they can learn about you. They might watch a video you posted about car maintenance that demonstrates your knowledge. They could also read testimonials from happy customers. Reviews on Google Business Profile, Trustpilot, and social media all contribute to credibility.
Share essential information
Customers might go through your pricing guide, find your shop on a map, or find out you offer free towing within a 40-mile radius. They could fill out a form, interact with a chatbot, or click over to your social media sites where they’ll find even more tips, photos, and videos.
Connect with the right audience
Digital channels allow you to show targeted advertising to people right when they’re looking for what you offer. Using search advertising, you can show ads to people searching for “auto repair Swansea”. You can also restrict the ads to show within a certain geographic radius. AI-powered targeting on platforms like Google Ads and Meta Ads helps find people most likely to convert, even across channels.
Learn more about your customers
Your online presence gives you valuable insight into prospective customers: what they want, and how to give it to them. Analytics tools like GA4 (Google Analytics 4) show whether people clicked on your ad, visited your site, and took actions like filling out a form or watching a video. AI-powered analytics can surface patterns you’d otherwise miss.
← 00 - What’s Your Digital Marketing Profile | Fundamentals of Digital Marketing - Google | 02 - Build Your Digital Marketing Strategy →