Name: OLOWU DOMINION DORCAS

Matric number: Run/MCM/23/15700

Course code: ENT 211
Course title; Digital marketing
LECTURER: Mr. madros
Assignment: Chief Cletus is a hotelier in Akwa Ibom who just launched his new 5-star hostel in
Uyo, with the intention of running advertisements on a budget of ₦25 million. As a digital
marketer, how would you convince me (Cletus) to patronize you instead of a TV channel?
Create a short concept note about traditional marketing and its relationship with digital
marketing.\
Formulate a short concept note on:
i. Demographics
ii. Interests
iii. Behavior
and how each of them is related to digital marketing.
4. Create a short concept note about search engine optimization with reference to i. On page SEO
ii. Off page SEO iii. Technical SEO
5. Obi is a quack digital marketer who need your experience as a professional search engine
expert on an appreciate key words to integrate into his website where he teaches people about
Crypto currency investments. Identify 10 key words that you would recommend for Obi to
integrate into his website.

1. Convincing Chief Cletus to Choose Digital Marketing

Concept Note: Advantages of Digital Marketing for Chief Cletus:
- *Targeted Reach: Unlike TV advertising, digital marketing allows for precise targeting based
on demographics, interests, and behaviors, ensuring that your hostel advertisements reach
potential guests effectively.

Cost-Effective: With a budget of ₦25 million, digital marketing can deliver higher ROI.
Platforms like social media, search engines, and email marketing offer scalable options that can
help maximize your reach without overspending.

Measurable Results: Digital marketing provides tools to track the performance of ads in real-
time, allowing adjustments to be made for optimal outcomes. You can gauge the effectiveness of
campaigns through metrics like click-through rates and conversion rates.

Engagement: Digital platforms foster two-way communication with potential customers,

allowing for interaction, feedback, and community-building that traditional TV ads do not offer.

Flexibility: Campaigns can be quickly modified to adapt to trends or feedback, ensuring that
your promotions are always relevant and impactful.

2. Traditional Marketing and its Relationship with Digital Marketing

Concept Note: Traditional vs. Digital Marketing:

What is Traditional Marketing?

Traditional marketing is a type of advertising that reaches the target population through offline
media and traditional means. It makes use of offline media such as billboards, radio, television,
direct mail, and telemarketing. Businesses can broadcast their message to a huge audience with
this one-way communication marketing strategy with little involvement. Typically, these
promotional items are placed in areas where their intended audience is most likely to see, hear, or
interact with them.
Read Also: SEO vs. SEM: Which One Should You Focus in 2025
Features of Traditional Marketing:
 One-way Communication: Organizations typically do not allow their audience to
engage or offer input, instead delivering their messages in a one-way fashion.
 Offline Channels: It makes use of offline channels such as billboards, radio, TV, and
periodicals.
 Tangible Materials: To spread its message or advertise a good or service, it also uses
some physical materials. These materials include posters, flyers, brochures, and more.
 High Cost: Due to the high expenses of broadcasting, producing, and distributing
physical goods, traditional marketing campaigns demand a significant financial outlay.
What is Digital Marketing?
Digital marketing is a type of marketing that reaches the target audience by utilizing digital
technology and internet channels. The organization uses email, mobile apps, social media, the
internet, search engines, and other digital avenues to do this. It is a two-way communication
marketing strategy that enables the audience and the organization to communicate, engage, and
offer comments and/or recommendations. The organization can measure the effectiveness of its
campaigns, target particular audiences, and optimize plans with the help of digital
marketing’s many tools and techniques.
Features of Digital Marketing:
 Two-way Communication: Digital marketing enables businesses to communicate with
their audience, get feedback and comments from them, and connect with them
appropriately.
 Online Channels: It makes use of online channels such as search engines, mobile apps,
social media platforms, email, and websites.
 Multimedia Content: To engage users across various web platforms, it makes use of
multimedia content such as pictures, videos, infographics, etc.
  Cost: Digital marketing may be less expensive than traditional marketing. The reason for
this is that digital marketing typically provides more advertising possibilities and lower
overhead costs.

3. Demographics, Interests, and Behavior in Digital Marketing

i. Demographics:
Definition: Demographic data include age, gender, income, education, and location of potential
customers.
Relation to Digital Marketing: Understanding demographics helps tailor campaigns to specific
audience segments, ensuring messages resonate with the right people. In digital marketing,
understanding your audience is the key to success. One of the most important factors that shape
marketing strategies is demographics. Demographics include age, gender, location, income,
education, occupation, and interests—all of which help businesses target the right people with
the right message.
When businesses use demographic data correctly, they can:
 Reach the right audience
 Improve engagement (likes, comments, and shares)
 Increase sales and customer trust
 Reduce wasted ad spend
 Build long-term relationships with customers
In this blog, we will explore how demographics impact digital marketing strategies, why they
matter, and how businesses can use demographic data to make better marketing decisions.

ii. Interests:
Definition: Interests refer to the hobbies, preferences, and passions of individuals. A person's
interests reveal concepts and ideals that drive their passions. A mother of three may list family,
cooking, crafts, and toys as interests on a survey. Interests may also include hobbies, affiliations,
and pastimes. A consumer may have varied interests, such as coin collecting, model shipbuilding,
gardening, and fishing. By identifying the interests of a target consumer, companies can better
identify how to appeal to them.
- *Relation to Digital Marketing*: Targeting based on interests allows businesses to create
relevant content and ads that attract users who are more likely to engage with the brand.

iii. Behavior:
Definition: Behavior encompasses the actions users take online, such as shopping habits, website
usage, and response to previous campaigns.
Relation to Digital Marketing: Behavioral tracking informs marketers about what products or
services are likely to appeal to customers, facilitating personalized marketing strategies.

4. Search Engine Optimization (SEO)

Concept Note:
SEO stands for Search Engine Optimization and helps search engines understand your website’s
content and connect it with users by delivering relevant, valuable results based on their search
queries.
The goal of SEO is to rank on the first page of search engine results pages (SERPs) for the most
relevant and valuable keywords to your target demographic, driving qualified traffic to your site.
SEO is considered a digital marketing practice and can be applied to any website. It helps
improve a site’s visibility on search engines like Google and Microsoft Bing. Whether your site
promotes products, offers services, or shares expert knowledge on a specific topic, SEO can help
drive traffic and increase online visibility. It includes three main components:

i. On-Page SEO:
Content optimization (on-page SEO) Involves optimizing individual web pages to rank higher
and earn more relevant traffic. This includes keyword research, content optimization, title tags,
and meta descriptions. In SEO, your content needs to be optimized for two primary audiences:
people and search engines. This means optimizing the content your audience will see (what’s
actually on the page) as well as what search engines will see (the code).
The goal is always to publish helpful, high-quality content. You can do this through a
combination of understanding your audience’s wants and needs, data and Google’s guidance.
When optimizing content for people, you should make sure it:
 Covers relevant topics with which you have experience or expertise.
  Includes keywords people would use to find the content.
 Is unique or original.
 Is well-written and free of grammatical and spelling errors.
 Is up to date, containing accurate information.
 Includes multimedia (e.g., images, videos).
 Is better than your SERP competitors.
 Is readable – structured to make it easy for people to understand the information you’re
sharing (think: subheadings, paragraph length, use bolding/italics, ordered/unordered
lists, reading level, etc.).
For search engines, some key content elements to optimize for are:
 Title tags
 Meta description
 Header tags (H1-H6)
 Image alt text
 Open graph metadata
Generative engine optimization (GEO) is an emerging specialty within content optimization.
GEO is about optimizing your content for visibility in AI-driven search engines (or answer
engines) including Google’s AI Overviews and Gemini, OpenAI’s ChatGPT and SearchGPT,
Microsoft Copilot and Perplexity.

ii. Off-Page SEO:

Brand and authority building (off-site optimization] Refers to all activities done outside the
website to improve its ranking, such as link building, social media marketing, and influencer
outreach. Several activities may not be “SEO” in the strictest sense but nonetheless can align
with and help contribute indirectly to SEO success.
Link building (the process of acquiring links to a website) is the activity most associated with
off-site SEO. There can be great benefits (e.g., rankings, traffic) from getting a diverse number of
links pointing at your website from relevant, authoritative, trusted websites. How do you get
those links? There are a variety of website promotion methods that synergize with SEO efforts.
These include:
  Brand building and brand marketing: Techniques designed to boost recognition and
reputation.
 PR: Public relations techniques designed to earn editorially-given links.
 Content marketing: Some popular forms include creating videos, ebooks, research
studies, podcasts (or being a guest on other podcasts) and guest posting (or guest
blogging).
 Social media marketing and optimization: Claim your brand’s handle on any and all
relevant platforms, optimize it fully and share relevant content.
 Listing management: Claiming, verifying and optimizing the information on any
platforms where information about your company or website may be listed and found by
searchers (e.g., directories, review sites, wikis).
 Ratings and reviews: Getting them, monitoring them and responding to them.
Generally, when talking about off-site, you’re talking about activities that are not going to
directly impact your ability to rank from a purely technical standpoint.
However, again, everything your brand does matters. You want your brand to be found anywhere
people may search for you.
As such, some people have tried to rebrand “search engine optimization” to actually mean
“search experience optimization” or “search everywhere optimization.”

iii. Technical SEO:

Technical optimization (technical SEO) Focuses on improving the technical aspects of a website
to enhance its readability and crawling by search engines. This includes site speed, mobile-
friendliness, indexing, and structured data. Optimizing the technical elements of a website is
crucial and fundamental for SEO success.
It all starts with architecture – creating a website that can be crawled and indexed by search
engines. As Gary Illyes, Google’s trends analyst, once put it in a Reddit AMA: “MAKE THAT
DAMN SITE CRAWLABLE.”
You want to make it easy for search engines to discover and access all of the content on your
pages (i.e., text, images, videos). Key technical elements include URL structure, navigation and
internal linking.
User experience is another critical part of technical optimization. Search engines stress the
importance of pages that load quickly and provide a good page experience. Elements such as
Core Web Vitals, mobile-friendliness and usability, HTTPS and avoiding intrusive interstitials all
matter in technical SEO.
Another area of technical optimization is structured data (a.k.a., schema). Adding this code to
your website can help search engines better understand your content and enhance your
appearance in the search results.
Plus, web hosting services, CMS (content management system) and site security all play a role in
SEO.

5. Recommended Keywords for Obi's Crypto Investment Website

Here are 10 keywords to integrate into Obi's website related to cryptocurrency investments:

1. Cryptocurrency investment course

2. Best cryptocurrencies to invest in 2023
3. How to invest in Bitcoin
4. Crypto trading for beginners
5. Cryptocurrency market analysis
6. Learn cryptocurrency trading
7. Cryptocurrency trading tips
8. Best cryptocurrency investment courses
9. How to create a cryptocurrency portfolio
10. Cryptocurrency news

These keywords will help optimize Obi's website for search engines and attract his target
audience interest in cryptocurrency investments.
Reference sir
https://aaft.com/blog/digital-marketing/traditional-marketing-vs-digital-marketing-key-
differences/#:~:text=Courses%20for%202024-,Features%20of%20Digital%20Marketing
%3A,digital%20marketing%20typically%20provides%20more%20advertising%20possibilities
%20and%20lower%20overhead%20costs.,-Difference%20between%20Traditional
https://searchengineland.com/guide/what-is-seo#:~:text=SEO%20stands%20for,your
%20continued%20learning.
https://searchengineland.com/guide/what-is-seo#:~:text=In%20SEO%2C%20your,Copilot
%20and%20Perplexity.
https://searchengineland.com/guide/what-is-seo#:~:text=Several%20activities
%20may,everywhere%20optimization.%E2%80%9D