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Intro to Digital Marketing

Intro to Digital Marketing at the RED Academy

RED Academy is a Vancouver technology school created to produce the web designers, creators, developers and digital marketers of tomorrow. Traditional education is no longer keeping up with the needs of the industry. Red is focused on active learning and their programs are designed to teach digital professionals the skills they need to produce real work as soon as they enter the workforce. Red Academy has 2 different levels of programs, 12 Week Intensive Full-time Programs and Evening Foundation Programs.

Check them out online for more information.

Four Types of Websites

  • Brand
  • E-commerce
  • Media
  • Lead Generation


  • Brand Awareness


  • Lead Generation / E-commerce


  • E-commerce

New York Times

  • Media
  • content providers

What is Digital Marketing

Anything & everything you do to get customers through technology and the Internet.

It’s more than a simple tweet, Facebook or linked post, digital marketers can harness the power of analytics tools to see where the money is going, and measure where customers are buying, offering effective insight to businesses that positively affect the bottom line.

Digital Marketing Measurement Model

Intro to Digital Marketing

Website Objectives

  • Why does your website exist?
    • Your objectives should be DUMB
      • Doable
      • Understandable
      • Manageable
      • Beneficial

Website objectives examples

  • create awareness
  • generate lead
  • highlight events

Website Goals

Goals are specific strategies you’ll leverage to accomplish the business objectives.

Your goals should be SMART

  • Specific
  • Measurable
  • Attainable
  • Reasonable
  • Timely


  • A KPI (key performance indicator) is a metric that helps you understand how you are doing against your objectives.
  • Find the most relevant KPI for each goal.
  • Focus on conversions

Examples of KPI

  • Conversions
  • Email sign-ups
  • Traffic sources
  • # of downloads
  • visitor loyalty


  • Set the parameters for success
  • Targets are predetermined indicators of success or failure.
  • Identify targets for each KPI

Target Examples

  • 7k visits/ mo
  • 45 converts/ mo
  • 150 downloads/ mo
  • 50% repeat visits


  • Identify the segments that you will analyze to understand why you succeeded or failed
  • Segment types:
    • People
    • Behaviour (Think about the behaviour of your audiences)
    • Outcomes

Segment Examples

  • Traffic sources
  • Converted visits
  • Visits buckets (Grouping audiences)
  • Doc type/ geography

How to Deliver Content that Converts

  • Remember to Test, Test, Test
  • Start with a control and create multiple varients. Each variant will have only 1 change.

What Can We Test?

  • Blog Posts
  • Videos
  • Images
  • Facebook Posts
  • Tweets
  • Email Subject Lines
  • Email Content
  • Best Days to Post
  • Best Time to Post
  • Marketing Campaigns
  • Calls to Action
  • Almost Everything

Create a Campaign Code

Google Tag manager

Check out your campaign on google analytics

Acquisition > Campaigns > all campaigns

Sign-up for the Digital Marketing Program the RED ACADEMY

  • Google Analytics
  • Social Media Analytics
  • SEO & Digital Advertising
  • Content Creation & Community Management


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