Digital Marketing from A to Z, a Comprehensive Guide

Digital Marketing from A to Z!

A comprehensive guide for beginners and those looking to refresh their knowledge.

Definitions, concepts, getting started, building a career, and finding a job – discover all of this in our extensive blog post dedicated to digital marketing.

Chances are, you’ve already heard about digital marketing. This segment of marketing has gained significant popularity in recent years, not only among companies but also among individuals who saw an opportunity to upskill and find a job in one of the professions it has spawned.

If we were to extract a definition that would straightforwardly introduce this marketing activity, we could say that digital marketing is a set of various activities conducted on the internet, with the aim of advertising, promoting, and selling a specific product or service.

Why is digital marketing the future of advertising?

In fact, digital marketing is already the present state of advertising, surpassing traditional marketing, and the reasons are as follows:

  • Huge reach of potential customers or clients,
  • Possibility of closer targeting of potential customers or clients,
  • Ability to retarget individuals who have shown initial interest in our advertisement,
  • Flexible budget (with a few clicks, you can regulate spending and direct it towards the campaign that yields the best results),
  • Greater creative possibilities (ad appearance, visuals, etc.),
  • Outstanding control over digital advertising campaigns,
  • Comprehensive real-time reports and analytics,
  • Ability for two-way communication.
Digitalni marketing od A do Ž, kompletan vodič, fotografija 1, Lilium blog

We can freely say that digital marketing goes hand in hand with the digital age we live in.

If you’ve just wondered about what digital age we’re talking about, ask yourself how much time you spend with the screen of your mobile phone, tablet, or laptop? The ways people shop, connect, find jobs, get informed are completely different than before. And that’s the digital age.

I recently watched a documentary that was a real eye-opener.

Namely, the host conducted a survey in Times Square, the most famous New York intersection adorned with dazzling huge billboards whose annual rent can cost up to four million dollars. He asked random passersby if they knew which was the most-watched screen in that location. The passersby hesitantly pointed to one of the numerous billboards and video walls, to which the host decisively shook his head and then pointed to their mobile phones they were holding. “This is the most-watched screen in Times Square.”

Times Square, NY

I agree, the whole survey may be a bit stretched, and companies will probably continue to pay millions to have their ads displayed on this square (not without reason, as more than 300,000 people pass through this square in a single day). However, it’s worth thinking about what the future holds, and all signs indicate that whatever comes, it will favor digital marketing.

Which marketing channels does digital marketing consist of?

Incredible is the number of marketing and communication channels that fall under digital marketing and how many professions it has produced.

This form of marketing can be divided into about five main areas: Social Media, Copywriting / Content Writing, SEO, email marketing, and advertisements on internet search engines (primarily Google, but also Bing, Yandex, and other lesser-known ones), from which other areas emerge, such as websites, landing pages, Google Business cards, various Viber and WhatsApp groups and communities, video production, and even podcasts, why not include them?

Here are closer explanations for each of these areas in digital marketing.

Social Media – We can’t imagine our day without them, right? Facebook, Instagram, TikTok, Twitter, LinkedIn, Snapchat, etc. We use them to get informed, kill time (perhaps the worst side effect of social media), find jobs, meet people, build a personal brand. Not to forget mentioning corporate accounts on social media through which companies announce news, advertise their products and services, post job vacancies, and build positive PR.

Copywriting / Content Writing – With absolute certainty, I can say that copywriting and content writing are the most crucial branches of digital marketing. It may sound bold, but think about it – for social media, you need posts; for SEO, you need blogs; for email, of course, well-written content; for ads, you need to come up with an interesting, powerful ad that grabs attention and prompts action; and content is needed for websites, landing pages, video works, GBK, Viber, and WhatsApp groups, basically for everything!

SEO – Search Engine Optimization, consisting of four techniques:

  • On-page SEO,
  • Off-page SEO,
  • Technical SEO and
  • Local SEO.

On-page SEO involves activities on the website itself, aiming for better ranking on search engines; Off-page activities outside the website, mainly focused on collecting relevant and authoritative backlinks (links that give your site a certain Domain Authority, coming from quality sources); Technical SEO is related to activities related to the technical settings of your website, while Local SEO is a set of techniques and campaigns aimed at greater visibility and presence on the search engine, signaling to Google that you exist in a specific geographical area.

SEO kao jedan od pet najvažnijih područja digitalnog marketinga, Lilium blog

Email Marketing – An excellent method of communication with existing and potential customers, requiring you to have an email list, an email sending service, and good content.

Advertisements on Search Engines – They can be Display, in the form of various banners appearing in specific places on the internet, negotiated between the owner of a particular website and the advertising network (such as the Google AdSense program, which is the most widespread); they can be Search, appearing when someone enters a specific keyword into a search engine, appearing above organic results (they can also appear below the first ten slots that organically ranked), Video ads, as well as Shopping ads, and ads for various mobile applications – as we can see, the internet is the perfect place for this type of advertising. The method of payment for these ads is either CPC (Cost Per Click, charging per click, mainly used for Search ads) or CPM (Cost Per Mile, charging for 1,000 impressions, mainly used for Display ads).

Websites – We can freely say that websites are a kind of digital mirror of a company. I think there is hardly a company that doesn’t have at least some rudimentary website, and many individuals (as well as public figures) create their websites, especially with the help of WordPress CMS, as it allows the creation of websites without knowledge of coding, using specific templates.

Landing Pages – Also websites but with a different purpose. While a classic website is there to inform the public about you, landing pages are created to prompt you to take a specific action, focusing on a particular product or service.

Google Business Card (GBK) – Google, as the largest internet search engine, has enabled companies to completely and freely showcase their business on Google Maps. This listing (card) appears on the right side of the screen when you enter a specific company name or is part of the search when you enter a specific term (like “rent a car”). An extraordinary tool (and still free) through which you can post updates, photos, special offers, events, and even showcase all your products in the Google Products option. All of this will be visible on your Google Business Card (some types of posts are visible for up to seven days, some forever), giving a clear signal to the Google search engine about who you are, what you do, etc.

Viber or WhatsApp Groups – I think we wouldn’t be wrong to say that Viber and WhatsApp groups are special social networks or communities. A company that can leverage this form of marketing is definitely in a winning position, not only because it owns its channel/social network but can also present it as a special club of customers or clients with whom it will build an exceptional business relationship (people love uniqueness, love exclusivity, especially if they can benefit from that exclusivity, such as through specially created discounts and offers, success is guaranteed).

Video Production – Video ads and video spots have experienced their expansion with digital marketing (don’t forget that the second-largest internet search engine is YouTube). Thanks to YouTube and other video services, companies can now present themselves to their potential and existing customers in a special and creative way.

Podcasts – More and more companies (but also individuals) are launching their podcasts through which they present their products and services but also build their brand.

Digitalni marketing područja

Occupations Related to Digital Marketing

In the multitude of channels, various digital occupations have emerged.

Social Media Manager – Probably the starting position for many entering the world of digital marketing. The community manager takes care of company channels on social media, creates and publishes posts, and, if the company doesn’t have a graphic design department, is responsible for creating visuals accompanying the posts. Additionally, they respond to comments and inquiries, creating a positive PR for the company through their work. Today, people engage with companies through private messages on social media, expecting an immediate and satisfactory response. Therefore, a social media manager must understand the workings of the company they represent to provide competent responses.

Companies choose either an in-house social media manager or turn to digital agencies specializing in community management. The reason companies entrust social media accounts to agencies lies in their ability to provide additional services, as they have various digital marketing specialists in their teams.

Social Media Advertising Specialist – Someone well-versed in advertising tools on social media, adept at analytics, and knowledgeable in the psychology of marketing. Boosting posts on social media is not marketing; it’s a simplified tool that can be useful for quick promotions. Serious advertising on social media requires understanding technicalities and the entire sales funnel.

Google Ads Specialist – Similar to a social media marketer but more complex. In Google Ads, there are divisions into Search, Video, Display, Shopping, and App campaigns. Specialists in this field set up and manage advertising campaigns on Google Search and other search engines like Bing or Yandex.

Google Analytics Specialist – Google Analytics is a free tool designed to provide website owners with comprehensive reports on visitor behavior. A Google Analytics specialist thoroughly understands GA and devises and implements strategies through various processes on Google Analytics to increase revenue, site traffic, etc.

Copywriter / SEO Copywriter – As mentioned in the section on copywriting (as well as content writing), a person engaged in this profession is a crucial link in the digital marketing chain. From creating posts for social media to blogs, landing pages, and website content, a copywriter is the one behind it. Regardless of their size, companies need content, and a copy/content writer can conceive and create that content.

Copywriter i content kao najvažnije područje digitalnog marketinga, Lilum blog

SEO Specialist – Considering that SEO itself consists of several areas, there are often multiple specialized roles. For example, an On-page SEO specialist is responsible for creating meta descriptions, meta tags, keyword research, and other tasks related to a specific website. An Off-page SEO specialist handles techniques outside the website, primarily involved in link building and outreach. A technical SEO specialist, often a proficient IT professional or programmer, knows how to technically improve a website, speed it up, clean it from unnecessary elements, and implement actions that lead to faster page rankings, etc.

Account Manager / Project Manager – In digital agencies, they are called account managers; in IT companies, they are project managers. Regardless of the title, we can agree that this position is crucial. This person acts as a link between client requirements and the agency team, manages and monitors tasks and projects, tracks progress, and overall, holds the strings.

Graphic Designer / Web Designer – Just as many journalists could transition to copywriting, many graphic designers have easily adapted to the internet and digital world as web designers. Proficient in color and harmony, they often serve as UI/UX specialists, ensuring that the design aligns with user requirements and needs.

Video Production Specialist – A person with a keen eye for detail, knowledgeable about video equipment, directing, and scriptwriting for video spots or corporate videos. As mentioned, videos significantly impact the internet, with YouTube being the second-largest search engine right after Google. A well-crafted corporate or promotional video can bring both popularity and significant revenue to both the client and the agency that conceptualized and created the video.

How to Start a Career in Digital Marketing?

As mentioned at the beginning, we will answer the frequently asked question in this text: How to start a career in digital marketing? How to find a job? Where to begin?

These are common questions that crossed the minds of those starting out in the digital field.

Therefore, before embarking on requalification for digital professions, consider which of the above-mentioned occupations suits you best, or where you see yourself.

Perhaps you have a talent for writing, are good with technical aspects, are highly organized, or excel in multitasking, etc.

Evaluate yourself; you know your strengths best.

Keep in mind, requalification is a lengthy process that requires daily learning and dedicated time to master new skills and knowledge, as well as enhance existing ones.

I’ve written about it before, but it doesn’t hurt to repeat: remember, the quest for knowledge and learning in digital marketing NEVER stops!

E-learning, učenje  u digitalnom marketingu nikad ne prestaje, Lilium blog

Endless Sea of Content

I believe that most of those who already have several years of experience in digital marketing will agree with me on the following observation.

Namely, speaking from experience, after entering the digital realm and navigating through it, at some point, you will feel like you are immersed in an ocean of information, various directions, and areas, finding yourself as a swimmer in a sea where the shore is not visible.

Now, to acquaint yourself with Google Analytics, email marketing, community management, visuals, advertising platforms, copywriting, WordPress (which is nowadays like the typewriter in offices back then, unavoidable), and who knows what else, it would be necessary to invest a lot of time and know how to resist a massive amount of poor content.

In the end, even though you must be familiar with most areas, over time, you will choose only a few closely related areas where you will become an expert, a specialist.

In Conclusion…

First and foremost, thank you for reading this extensive content. If you’ve reached the end, it means that this text was interesting and educational for you, which was the primary goal.

The idea was to, in one place, in one text, not only explain the definitions and concepts of digital marketing but also show how it has evolved, what it has produced, how many professions and possibilities have opened up, and answer the question that often troubles beginners – where to start and how to enter the digital world.

I hope we have addressed all these questions.

In conclusion, remember, investing in yourself and in knowledge ALWAYS brings only positive results.

Until the next text,