From the customer journey to the marketing funnel, these 5 core theories are essential for any digit..

For small business owners who are looking to learn more about digital marketing trends and strategies, there are a variety of courses available. From introductory tutorials on setting up websites and running online campaigns to more advanced classes covering topics such as website analytics, social media marketing, and email marketing, there are courses that can help anyone get up to speed quickly.

• Digital marketing has grown exponentially in the past few years due to the increasing number of people with access to the internet. In 2023, Statista.com reported that over 4.6 billion individuals had regular access to the internet worldwide, with an estimated 313 million users in the United States alone. According to a survey conducted by Google, 2019 saw over half of all shoppers use Google for their online purchase research needs. For those looking to get involved in digital marketing, taking a digital marketing course is essential for learning the basics and becoming successful in this growing field

• Digital marketing courses will focus on the theoretical framework of digital marketing, which covers tactics for reaching customers online. This may involve techniques like email campaigns, direct message reaches, video streams, and social media postings. As well as these more modern approaches, offline marketing methods may also be taught like newspaper ads, product flyers distribution and street level promotions.

• Digital marketing is an umbrella term for the strategies companies use to advertise and reach their target audience. One theory in this area is customer-led positioning theory, which states that it is the customers who show marketers what they want in a product or service. An example of this involves medical drug purchasers being more focused on the product's function and how it interacts with their body rather than price. Utilizing digital marketing for your small business can be labor intensive, but it offers great potential benefits such as strengthening brand awareness and generating more income.

• Digital Marketing is an important up-and-coming business sector, driven in large part by the rise of mobile technology. Smart Insights reports that a majority of internet use today takes place through our phones and other mobile devices, making it easy for consumers to browse, buy, and sell goods and services at any time. Businesses have taken notice and responded by creating online stores to reach potential customers 24/7. Digital marketers are hard at work trying to capture people's attention as they go about their daily lives on their phones - essentially, this is “the always-on economy”. As long as shoppers have access to a phone, credit card, and Internet connection - which most do nowadays - they can purchase whatever they want whenever they want.

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