Digital Marketing Basics - JSS 3 Note

DIGITAL MARKETING BASICS

Subject: Digital Technologies

Class: JSS 3

Term: Second Term

Week: 4

Topic: Digital Marketing Basics

Duration: 80 Minutes (Double Period)

Learning Objectives

By the end of the lesson, students should be able to:

1. Define digital marketing.
2. Identify common digital marketing channels.
3. Explain the meaning of online advertising.
4. Identify safe practices when advertising online.

1. Introduction

Traditionally, businesses used newspapers, posters, radio and television to tell people about their products and services. Today, the internet provides additional ways for businesses and individuals to reach people.

A business can use websites, social media, email and other digital platforms to communicate information about its products or services. These activities form part of digital marketing.

Digital marketing can help businesses reach a wider audience, but it should be carried out honestly and safely.

2. Meaning of Digital Marketing

Digital marketing is the use of digital technologies, internet platforms and electronic communication channels to promote products, services, brands or ideas.

Digital marketing uses digital devices and online platforms to communicate with existing and potential customers. A business can use one or several digital channels depending on its goals and target audience.

Examples of Digital Marketing Activities

• Publishing a product advertisement on social media.
• Sending promotional information through email.
• Displaying advertisements on websites.
• Creating useful videos to introduce a product or service.
• Using a business website to provide information about products.
• Sharing information about special offers through digital platforms.

Remember: Digital marketing is broader than social media marketing. Social media marketing is one part of digital marketing.

3. Digital Marketing Channels

A digital marketing channel is a digital platform or method used to communicate marketing information to an audience.

Different channels can be used to reach different groups of people.

Digital Marketing Channel	How It Can Be Used
Social Media	Businesses can share product information, pictures, videos, announcements and promotions.
Email Marketing	Businesses can send useful information, announcements and promotional messages to subscribers or customers.
Websites	A business can provide information about its products, services, prices and contact details.
Online Advertising	Advertisements can be displayed on websites, applications and other digital platforms.
Video Marketing	Businesses can use videos to demonstrate products, explain services or provide useful information.
Search Engines	Businesses can make information about their websites easier for people to discover when searching online.

4. Social Media Marketing

Social media marketing involves using social media platforms to communicate with an audience and promote a product, service, brand or idea.

For example, a small clothing business may use a social media page to display pictures of clothes, provide prices and communicate with customers.

Uses of Social Media Marketing

1. Introducing products and services.
2. Sharing photographs and videos.
3. Announcing new products.
4. Informing customers about special offers.
5. Answering customer questions.
6. Building awareness of a business or brand.

Example: A student who creates a small graphic-design business could use an approved social media platform to display sample designs and provide information about the services offered.

5. Email Marketing

Email marketing involves using email to communicate information about a product, service, business or organisation to an audience.

For example, a business may send an email to customers informing them about a new product or an upcoming promotion.

Advantages of Email Marketing

• It allows information to be sent directly to an intended audience.
• It can be used to share detailed information.
• It can communicate announcements and promotions.
• It can help a business maintain communication with customers.

Responsible Email Marketing

Businesses should not misuse email when communicating with people. Marketing messages should be honest, relevant and sent appropriately.

• Do not use misleading subject lines.
• Do not send fraudulent messages.
• Do not request passwords through suspicious messages.
• Respect people's privacy.
• Do not deliberately send harmful or deceptive messages.

6. Online Advertising

Online advertising is the use of websites, applications, social media and other digital platforms to display promotional messages about products, services or organisations.

Online advertisements may appear in different forms. Some advertisements use text, while others use pictures, videos or interactive content.

Examples of Online Advertisements

• Banner advertisements on websites.
• Advertisements displayed in mobile applications.
• Sponsored social media posts.
• Video advertisements.
• Search advertisements.
• Promotional messages on websites.

Benefits of Online Advertising

• It can reach people in different locations.
• It can help businesses introduce new products.
• It can provide information about products and services.
• It can help small businesses reach potential customers.
• Digital platforms can provide different ways to present advertisements.

7. Safe Online Advertising Practices

People and businesses should advertise responsibly. An advertisement should not deceive, harm or unnecessarily expose people to danger.

Important Safety Practices

1. Provide accurate information: Product descriptions, prices and other important information should not deliberately mislead customers.
2. Avoid false claims: Advertisers should not make dishonest claims simply to attract customers.
3. Protect personal information: Personal information should not be collected or published carelessly.
4. Use secure platforms: Businesses should use trustworthy platforms and protect accounts with strong passwords and other available security measures.
5. Be careful with links: Advertisements and messages should not direct users to suspicious or harmful websites.
6. Respect copyright: Images, videos, music and other digital materials should be used appropriately and with permission where required.
7. Respect users: Advertising should not contain abusive, threatening or inappropriate content.
8. Avoid scams: Users should be suspicious of advertisements promising unrealistic prizes, large amounts of money or guaranteed success.

Safety Alert: Do not enter passwords, bank details or other sensitive information into a website simply because an advertisement asks you to do so. Verify the source before taking action.

8. Identifying a Suspicious Online Advertisement

Not every advertisement found online is trustworthy. Some may be designed to trick users into revealing information, downloading harmful software or sending money.

Possible Warning Sign	What the User Should Do
Promises of unusually large rewards	Be cautious and verify the offer before taking action.
Requests for passwords	Do not provide your password.
Suspicious links	Do not click until the source has been verified.
Pressure to act immediately	Take time to verify the information.
Unclear business identity	Look for reliable information about the business before responding.
Requests for unnecessary personal information	Do not provide the information without a valid reason and proper verification.

9. Digital Marketing and Young Entrepreneurs

Digital marketing can provide opportunities for young people to learn about business and entrepreneurship. Students can practise creating simple advertising materials for imaginary businesses or school projects.

For example, a student may create a mock business selling books, handmade items, computer services or educational materials. The student can design a simple advertisement containing the business name, product description and contact information appropriate for the classroom exercise.

Classroom Practice: Students should use fictional business details for classroom advertising activities rather than publishing their private information online.

10. Class Activity

Create a simple advertisement for a fictional business.

Your advertisement should contain:

1. A business name.
2. A product or service.
3. A short description.
4. A suitable promotional message.
5. Accurate sample information.
6. A responsible and safe message.

After creating the advertisement, identify two things you did to make the advertisement safe and responsible.

11. Summary

• Digital marketing is the use of digital technologies and online channels to promote products, services, brands or ideas.
• Common digital marketing channels include social media, email, websites, online advertising, video and search engines.
• Online advertising uses digital platforms to display promotional messages.
• Digital marketing can help businesses communicate with customers and reach potential customers.
• Online advertising should be accurate, honest and respectful.
• Users should be careful with suspicious advertisements, links and requests for personal information.

12. Evaluation Questions

1. What is digital marketing?
2. State five digital marketing channels.
3. What is online advertising?
4. State four uses of social media marketing.
5. Mention three uses of email marketing.
6. State five safe online advertising practices.
7. Mention three warning signs of a suspicious online advertisement.

13. Assignment

1. Define digital marketing and explain its importance to a business.
2. List six digital marketing channels and explain how each can be used.
3. Explain five safe practices that should be followed when advertising online.
4. Design a simple advertisement for a fictional business and explain how you made the advertisement safe and responsible.

14. Interactive Revision Quiz

Select the correct answer for each question and click Mark Quiz to see your score.

1. What is digital marketing?

The repair of computer hardware The use of digital technologies and online channels to promote products, services or ideas The process of switching off a computer The use of only printed posters

2. Which of the following is a digital marketing channel?

Social media Chalkboard only Filing cabinet Stapler

3. What is online advertising?

Advertising only through newspapers Sending handwritten letters to customers Displaying promotional messages on digital platforms Repairing a mobile phone

4. Which of these can be used for email marketing?

Sending promotional information through email Cleaning a computer screen Replacing a keyboard Installing a printer cartridge

5. Which is an example of social media marketing?

Sharing product information on a social media platform Formatting a hard drive Printing a school timetable Connecting a keyboard

6. Which is a safe online advertising practice?

Making false claims about a product Protecting users' personal information Asking customers for their passwords Sharing suspicious links

7. What should you do when an online advertisement asks for your password?

Give the password immediately Share the password with friends Do not provide the password Post the password publicly

8. Which may be a warning sign of a suspicious online advertisement?

Clear and accurate business information A realistic product description A promise of an unusually large reward with little explanation A normal business announcement

9. Why should advertisers provide accurate information?

To deliberately confuse customers To avoid misleading customers To hide the identity of the business To make advertisements unreliable

10. Which of the following is responsible digital marketing?

Using false claims to attract customers Publishing private customer information Using accurate information and respecting users' privacy Sending suspicious links to customers