Welcome to Digital Marketing Research Lab!

The marketing field has witnessed the emergence of digital marketing, and traditional marketing elements have merged with digital marketing. In this digital trend, marketing practitioners are under pressure to equip themselves with the necessary knowledge and practical skills. Fortunately, experts from various fields related to digital marketing keep sharing invaluable knowledge with marketing practitioners. However, there are also a lot of college students majoring in marketing and entry-level marketing practitioners who have different needs.

What do digital marketing beginners need?

Basic digital marketing knowledge

The digital marketing field has made big progress in the past decades, so there is a sea of knowledge related to digital marketing. However, college students or entry-level digital marketers may not process so much knowledge in a short period. Therefore, most essential information with visual examples should be provided to help them process the information most efficiently.

The picture of integrated digital tools

The first item that digital marketing novice can rely on is textbooks. However, due to the innate nature of textbooks, they sequentially introduce each digital tool across chapters. This structure of textbooks hinders learners from capturing the big picture of integrated digital tools as shown below.

The structure of chapters should be optimized for college students or entry-level digital marketers to understand the integration of digital marketing tools. When learners keep failing to draw this big picture in their minds, they only feel like they are wandering in the dark with frustration.

Skills to build and connect digital tools

Digital marketing without practical skills serves for nothing. As mentioned before, the sequential introduction of each tool makes it impossible to carry out multiple digital marketing tactics such as creating content across digital tools, collecting data from digital tools, and tweaking based on the data analysis. For example, if analytical tools are connected to a website at the end of the semester, students may waste the time necessary to collect data for practicing data analysis. Therefore, they must build and connect all digital tools before they learn about digital tools. With this approach, they can capture the integrated picture of digital tools and practice various tactics simultaneously.  

This website is designed to meet the needs of college students majoring in marketing and entry-level digital marketing practitioners. The table of content below shows the list of content the learners will learn and the content will be updated regularly.

1. What is digital marketing?
   • Principles of digital marketing 1-1
   • Principles of digital marketing 1-2
   • Evolution toward digital marketing
   • Digital customer, sharing economy, and customer journey
2. Digital marketing tools
   • Website
     • Types and elements of website
     • Pages on a website
     • Website design and website optimization
   • Practice: Building a website and connecting digital marketing tools
     • Building a website with SEO in mind
     • Connecting a website with digital marketing tools 1-1 (LinkedIn and Email automation)
     • Connecting a website with digital marketing tools 1-2 (Google analytics and Google Search Console)
   • Email marketing
     • Email marketing fundamentals, tools, and strategy
     • Email design and automation
   • Social media marketing
     • Key social platforms for digital marketing, Setting up a social media experience for a business, Growing and engaging an audience using social media
   • Search Engine Optimization (SEO)
     • SEO fundamentals, Aligning SEO and business objectives, Keywords and bulding an SEO Content plan, Optimizing organic search ranking, Measuring SEO performance.
   • Practice: Search Engine Optimization (SEO) Practice with free tools
     • Practice 1: How to do keyword search with SEO in mind using free tools?
     • Practice 2: A Free tool tutorial using BHSU as a Case Study
   • Content marketing
     • Content marketing 1-1: Content marketing concepts and strategy, Developing a content marketing plan, Using content research to find opportunities
     • Content marketing 1-2: Content creating and curation, Publishing and distributing content, and Metrics and content marketing
   • ChatGPT and digital marketing
     • What is ChatGPT, How can ChatGPT help in Marketing, and Ethical issues
   • Practice: ChatGPT and digital marketing practice
     • Customer persona, Search engine optimization (SEO), and content creation
     • Review Analysis
   • Digital marketing metrics and analytics
     • Introduction to digital marketing metrics, Types of digital marketing metrics, and Google Analytics (GA4) overview
   • Practice: Data analysis with GA4 and ChatGPT in your context
     • Key dimensions: User Acquisition – First user source / medium, Engagement– Page title and screen class, Demographic details – Country and city
3. Advanced digital marketing technologies and topics
   • Online communities
     • Introduction to Online Communities, Why Communities Matter, A Typology of Online Communities, The Life Cycles of Communities, Why Organizations Start Online Communities, and Establishing and Managing Online Communities
   • Mobile marketing
     • Introduction to Mobile Marketing, The Role of Mobile in Marketing, The 5Ps Framework for Personalized Mobile Marketing, Mobile Products and Apps, Mobile Promotion Strategies, and Mobile Commerce
   • Augmented Reality, Virtual Reality, Mixed Reality
     • Introduction to Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR), The Different Realities, Application of Realities in Marketing, Key Concepts in the Realities, Evaluation of the Realities, and The Future of Reality

We hope this website can help many college students and marketing practitioners at the early stage as much as possible.