Passed on 7 April, 2025
1. Key concepts
In this lesson, you’ll be introduced to key concepts and terms used in digital marketing.
Get familiar
Take the time to learn about the key terms and concepts. You may recognise some of these terms from other modules and others might be entirely new.
Goals and planning
Get familiar with essential terms that lay the groundwork for success in digital marketing. Whether you're studying, expanding your skills, or applying these concepts to your own business, understanding each term will help you define purpose and build effective strategies.
Digital marketing strategy
A strategy is a plan of action designed to achieve a long-term or overall aim. A digital marketing strategy is a plan that outlines how to use digital channels to achieve marketing goals.
Mission statement
A business’ purpose and how it differentiates itself from others in its industry.
SMART goals
A goal-setting method that can help define and measure the success of the goals of a campaign. It stands for ‘specific,’ ‘measurable,’ ‘attainable,’ ‘relevant,’ and ‘time-bound’.
Unique selling point (USP)
An explanation of why a product or service is better than the competition.
Measurement and performance
Measuring your efforts and understanding internal and external factors are essential to building and refining your strategy.
Key Performance Indicator (KPI)
A measurement used to work out how successful a business is in its effort to reach a business or marketing goal.
SWOT analysis
An audit that identifies a company’s strengths, weaknesses, opportunities, and threats.
Marketing tools
Explore essential tools to optimise your marketing efforts. These tools will help you monitor your online presence and improve your visibility in search engines, the platforms people use to discover information online.
Search engine optimisation (SEO)
The process of increasing the visibility of website pages on search engines to attract more relevant traffic.
Google Alerts
Monitor online mentions of your brand or industry trends in real time.
AI intelligence
Artificial intelligence (AI) refers to computer systems that can complete cognitive tasks typically associated with human intelligence, helping to boost productivity.
Generative AI
One specific type of AI is generative AI (gen AI), which is AI that can generate new content, like text, images, or other media.
Gemini
Use Gemini, a generative AI assistant, for natural conversations and assistance with tasks like creating content, summarising information, and brainstorming ideas.
Natural language processing capabilities
AI's natural language processing can understand and analyse human language, making it easier to gain insights from text like customer reviews or social media posts.
CRM
Customer relationship management (CRM) refers to tools and strategies businesses use to manage interactions with customers, helping improve relationships and track engagement over time.
Good business terms to be aware of
Understanding how businesses track time can help you follow their plans and goals. One common method is splitting the year into 4 quarters.
Quarter 1
Q1 is the first three months of the year: January, February, and March. Businesses often set goals for this period, like starting new projects or increasing sales after the holidays.
Quarter 2
Q2 covers the months of April, May, and June. This may be a time when businesses track how well they’ve started the year and adjust their plans if needed.
Quarter 3
Q3 is July, August, and September. Some businesses will try and keep up momentum and start preparing for the busy winter holiday season ahead. For other businesses, Q3 could be one of the busiest times of the year.
Quarter 4
Q4 is the final three months of the year: October, November, and December. For some businesses, this is a crucial time as they focus on the winter holiday sales. Other businesses may have a quieter period.
Lesson complete
Great job!You’ve now covered the fundamental concepts of digital strategy, from setting clear goals and measuring performance to exploring essential marketing tools and techniques.Next up, we'll dive into setting suitable goals.
You’ve now covered the fundamental concepts of digital strategy, from setting clear goals and measuring performance to exploring essential marketing tools and techniques.Next up, we'll dive into setting suitable goals.
Next up, we'll dive into setting suitable goals.
Next up, we'll dive into setting suitable goals.