ICDL Digital Marketing (ICDL) study guide
ICDL Digital Marketing · Work through your exam, one topic at a time.
ICDL Digital Marketing is a professional-level certification from ICDL Foundation, a global social enterprise that describes itself as committed to raising standards of digital competence in the workforce, education and society. The module covers the main concepts and skills of digital marketing: creating a web presence, optimising content for search engines, using social media platforms, selling online, the different types of online advertising, and monitoring and improving campaigns using analytics. The ICDL Digital Marketing study guide has 6 sections and about 2,071 words.
01Digital Marketing Concepts
Digital marketing uses internet-connected channels to attract, convert and keep customers. Candidates must separate three levels of planning: the strategy (the overall approach to a business goal), the objective (a measurable target), and the tactic (a concrete action such as a paid search campaign or a newsletter).
344 words, about 2 min02Web Presence
A web presence starts with a domain name registered through a registrar, plus hosting where the files live; the DNS records connect the two. The URL structure should be short, readable and keyword-relevant, for example /services/seo-audit rather than /page?id=4471 .
339 words, about 2 min03Social Media Setup
Platform choice follows the audience, not personal preference: match demographics, content format (short video, long text, visual) and buying behaviour. On most networks a personal profile is for an individual, while a business page or account is the public, brand-owned presence that supports advertising and analytics.
353 words, about 2 min04Social Media Management
Day-to-day management turns a strategy into a publishing rhythm. A content calendar records what goes out, on which channel, on which date and time, with who approves it and which link or asset is used.
346 words, about 2 min05Online Marketing and Advertising
Online marketing spans search (paid search and SEO), display , video , social ads , email , affiliate and influencer activity. Retargeting shows ads to people who already visited the site and requires a tracking tag.
331 words, about 2 min06Analytics
The core distinction is between a dimension (a label describing data, such as source, country or device) and a metric (a number, such as sessions, users or revenue). Learn the common measures: users (distinct people), sessions (visits; one user can create many), pageviews , average session duration , bounce rate (sessions with no interaction beyond the landing page) and conversion rate .
358 words, about 2 min