Digital Marketing Certification

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Course Overview
This Program aims to provide current and future digital marketers with a holistic skill set to meet the organization’s strategic needs to enhance business interactions with the target audience in an increasingly dynamic and competitive online environment. This program is structured to develop universal competencies that will enhance digital marketing skills, and at the same time, guide current and future digital marketers to leverage different online channels and techniques to build a brand and generate revenue for the business.
Benefits to You
Career & Growth: This course will help you in preparing you for your future opportunity and improve the performance campaigns that you are running for your business.
Financial & Reputational: Whether it is brand building or direct response this course will teach you how to set the metrics that matter, measure the results, and achieve your marketing goals.
Technological: This course will give you a very good understanding of the key components of digital marketing, commonly used tools in digital marketing, and usage of these tools.
Learning Outcomes
MODULES
Topics Covered:
- 4Ps of Marketing
- Additional Ps of Marketing
- Consumer Behavior
- Branding basics
- Marketing Channels
- Differentiating Sales and Marketing
Topics Covered:
- Evolution of online marketing and how businesses are using the online space
- Objectives and benefits of Digital Marketing
- Paid, Owned and Earned Channels
- Difference with digital media and new age media and how they can work in tandem
- Case Study: Paid, Owned and Earned Media working in Tandem
Topics Covered:
- Development platforms
- Domain and Servers
- How the website works
- Content Management Systems
- Basics of web structure
- Microsites and Landing Pages
- Landing Page and Conversion Rate Optimization
Topics Covered:
- Website Design elements
- Functionalities and Web Architecture
- Using different Contents
- Thinking Like your visitors
- Fonts and Whitespaces
- Language, Readability, and formats; Putting Right
- Things in the Right place
- Case Study: Web Design Case Study
Topics Covered:
- Benefits of WordPress
- Getting started with WordPress
- Common functionalities and plugins
- Uploading and editing Contents
- Working with themes
- Other commonly used content management system
- Sectional Quiz
Topics Covered:
- Evolution of search
- Major Search engines
- How Search Engines Work
- Search Engine Updates and their implication
- What is SEO
Topics Covered:
- Keywords types
- Keyword planning
- Long tail keywords
- Competition survey
- Balancing between writing for search engines and visitors
- Semantics
Topics Covered:
- Tag Header, Meta, and Alt Text
- Robot.txt
- Redirects
- Anchor text and hyperlinking
- Page speed
- Plugins aiding onsite optimization
- Other technical parameters
Topics Covered:
- Link Basics
- Bookmarking, Guest Posting, and Press Release
- Other methods of link building
- Do’s and don’ts of link building and differentiating
- between white hat and black hat techniques
- Search engine ranking guidelines
- Do-follow and no-follow
Topics Covered:
- Local and international SEO
- SEO planning and tracking
- Managing bad links
- Using and improving with analytics
- SEO tools
- SEO audits
- Future of SEO – AI, voice, and others
- Case study: A case study on SEO
- Sectional quiz
Topics Covered:
- Evolution of social medium
- How are businesses using social media?
- Role of social media in brand building
- Role of social media in lead generation
- Community building
Topics Covered:
- Facebook profile building
- Facebook pages
- Facebook Groups
- Facebook Events
- Facebook Applications
- Content and posting strategies
- Advertising on Facebook
- Facebook Messenger and Bots
Topics Covered:
- Building profile
- Building network, brand, and career
- LinkedIn Groups and Pages
- Pulse
- Engage and reciprocate
- Content and posting strategies
- Career Building
- Brand Building
- Advertising in LinkedIn
Topics Covered:
- Building profile
- Building network
- Hashtags
- Amplifying through influencers
- Building followers
- Content and posting strategies
- Advertising in twitter
Topics Covered:
- Instagram marketing
- Pinterest marketing
- Using YouTube and Vimeo as social media
- Snapchat marketing
- TikTok marketing
Topics Covered:
- Building strategy aligned to goals
- Social media calendar
- Event marketing, contest, and gamification
- Engaging target audience
- Tracking and optimizing social channels
- Tools for social media management
- Assignment: Creation of a Social media plan for a particular industry start-up
- Assignment: Creation of a content calendar for a hypothetical company
Topics Covered:
- Why is ORM important
- Hijacking of brand messaging and implication of negative feedback
- Strategy, process, and responsibilities in ORM
- Scanning for negative feedback
- Role of SEO in orm
- Case study: a case study on ORM
- Assignment: risk analysis for the brand online
Topics Covered:
- Evolution of online marketing
- Adwords certification – overview
- Benefits and preparation
- Intro to AdWords
- Ad placements and networks
- Ad extensions
- Campaigns organization – type and setting
- Audience targeting and remarketing
- Ad auction
- Importance of land pages
- Media buying models
- Bidding and budgeting
- Campaign evaluation
- Guideline and policies
Topics Covered:
- Basics of Search Marketing and Leveraging Google Search
- Keywords and building a keyword list
- Starting with goals and KPIs
- Conversion Tracking
- Setting up search campaigns
- Optimizing search campaigns
- Best practices: writing ad text and others
- Dynamic Search Ads
Topics Covered:
- Introduction to Google Display Network (GDN) and ad formats
- Setting up goals in GDN
- Targeting Strategy in GDN
- Setting up display Campaigns
- Setting up Remarketing Campaign
- Optimising Display campaigns
- Trouble Shooting Display campaigns
Topics Covered:
- Importance of Video Advertisement and role of YouTube
- Media buying in YouTube
- Understanding Video Advertisement goals and metrics
- Creating ads and content in YouTube
- Targeting through video
- Remarketing using YouTube
- Setting up Video Campaign
- Analytics and Optimisation of Video Campaigns
Topics Covered:
- Introduction to Mobile Advertisement, Mobile sites vs Mobile Apps -the choice
- Best practices for designing Mobile Apps and Sites
- Leveraging AdWords for mobile advertisements
- Call campaigns in Mobile
- Installation and Engagement Campaigns in-app
- Analyzing and Optimizing mobile campaigns
- Mobile Apps Analytics
Topics Covered:
- Introduction to shopping ads using google
- Creating a google merchant account
- Setting up and using a product feed
- Capturing product data and matching with landing page
- Align bid strategy with shopping campaign goals
- Creating shopping campaign
- Automatic updating and feed rules
- Prioritizing products in shopping campaigns
- Compliance and handling issues and disproval
- Using merchant promotion
- Showcase and local inventory ads
- Measuring and optimizing shopping campaigns
Topics Covered:
- Campaign Experiment
- AdWords APIs AdWords editor- Benefits and usage
- Managing multiple accounts
- Opportunities and Suggestions by the tool
- Case Study: AdWords Optimization
Topics Covered:
- Introduction to Content Marketing
- Buyer Persona and Buyer Journey
- Content Planning
- Voice, tone, storytelling, and consistency – the important elements
- Content creation, curation, and repurposing
- Content publishing and amplification
- Measuring content performance and optimization
- User Generated Content and Viral Content
Topics Covered:
- Inbound marketing methodology
- From attracting to closing -principle, and strategies
- Retain customers through inbound
- Inbound automation- tools and workflow
- Content-driven B2B inbound marketing
- Case Study on Content Marketing
Topics Covered:
- Mobile Landscape
- Responsive design, dynamic content, and architecture
- Search engine guidelines
- User behavior on mobile
- Ad formats and platforms
- SMS marketing
- Case Study: Case Study on Mobile Marketing
Topics Covered:
- Mobile aided shopping
- Local marketing
- Emerging technologies like geofencing, beacons
- Designing the optimum path to conversion and contextual actions
- Leveraging mobile payment
Topics Covered:
- Understanding the market and users and types of apps
- Choosing the platform
- Design best practices for apps
- Features in apps and minimum viable product
- Pricing and promoting an app
- App store optimization
Topics Covered:
- Understanding the market and users and types of apps
- Choosing the platform
- Design best practices for apps
- Features in apps and minimum viable product
- Pricing and promoting an app
- App store optimization
- Importance of email marketing
- Principle for good email marketing
- Using email across buyer’s journey
- Segmentation, contextualization, and building up email lists
- Creating good emailers
- Dealing with Spams and bounces
- Email nurturing, workflow, and tools
- Analysis, testing, and optimizing emails
- Case Study: Marketing Sherpa
Topics Covered:
- Using Bing Ads for promotion
- Native Ads- platforms and usage
Topics Covered:
- Introduction to programmatic
- Programmatic landscape
- Players and relevance
- Google Double Click
- Success factors for programmatic
Topics Covered:
- Introduction to affiliate marketing
- Affiliate marketing landscape
- Selecting good programs and monetizing
- Introduction to AdSense
Topics Covered:
- What can you measure in the web?
- How does web analytics work?
- Clickstream analysis
- Goals to success measurement
- Setting up a test and learning the culture
- Competition insights
- Segmentation
- Attribution
Topics Covered:
- How to google analytics work?
- What it can measure and what it cannot
- Setting up google analytics and views
- Dimensions and metrics
- Segmentation of data and analysis
- Campaign tracking, goals, and events
- Using attribution models
- Understanding and creating reports and dashboards
- Introduction to google date studio
Topics Covered:
- Omni-channel approach and cross-pollination with ATL and BTL activities
- Consumer touchpoints and funnel
- Marketing objective and channel and communication break up
- Tracking and optimization plan
- RACE and SOSTAC Frameworks
- Growth Hacking
- Balancing between brand building and direct response and overcoming consumer fatigue
- Assignment: Preparation of Digital Outreach Plan for a non-profit
Topics Covered:
- Need for automation and what cannot be automated
- Marketing Automation Tools
- In-house vs outsourcing and setting the right expectation with agencies
- Project Management
- Budgeting
- Why digital marketing may not be enough
- Skillsets to develop to be a successful digital marketer
- Assignment: Channel Mapping and budgeting
Simulation |
Learning outcome |
SEO audit of the website | Audit of website |
Keyword research | Researching keywords using GKP |
Keyword research | Using Moz toolbar to assess competition |
Keyword research | Researching keywords using rank tracker by SEO power suite |
Keyword research | Researching keywords using solve |
Keyword research | Researching keywords using Ahrefs |
On-page optimization | Optimizing a page using SEO by Yoast |
Link building – submission to directory | Link building using the submission |
Link building using social bookmarking sites | Link building using the social bookmarking |
Link building using email outreach | Link building using email outreach using SEO power suite |
Posting of comments on a blog/article site | Link building using forum commenting |
Simulation |
Learning outcome |
Setting up Google AdWords accounts | Go to Adwords and signup for a new account. Setup billing & payment information |
Creating a new AdWords search campaign | Create a search ad in AdWords |
Creating a new display campaign | Set up a display campaign |
Creating a Gmail ad campaign | Set up a Gmail campaign |
Creating a video ad campaign | Set up a video campaign |
Reviewing campaign performance | Review reports of an AdWords campaign |
Optimizing campaigns bids | Adjust bids for optimal results |
Tracking AdWords conversation | Track AdWords campaign conversion |
Account setup and adding website | Setup a new google webmaster account and add a new property, submit a sitemap |
Generating and submitting sitemap to google | Use an online tool to generate an XML sitemap for a site |
Review site’s indexing and performance in SEO | Review index status, search performance, crawl errors |
Review robots.txt file | Access and review bots.txt file |
Simulation |
Learning outcome |
Creation of FB fan page | Set up a Facebook fan page |
Setup of Facebook ads | Set up a Facebook ad campaign |
Review of Facebook page performance | Use Facebook Insights to review page performance |
Set up of Twitter account | Create a new Twitter account |
Exercise for finding and getting followers on Twitter | Find and follow people and get followers |
Setup of the Twitter ad campaign | Create a Twitter ad |
Creation of a company page on LinkedIn | Create a new company page on LinkedIn |
Creation of a youtube channel | Create a new youtube channel |
Publishing of a video | Upload and publish a video to youtube |
Review of channel performance | Review channel performance using youtube analytics |
Simulation |
Learning outcome |
Account setup | Setup new website in google analytics |
Linking of analytics and webmaster accounts | Link google analytics and webmaster accounts |
Linking of analytics and ad words account | Link google analytics and AdWords accounts |
Goal setup | Set up a goal |
Review of audience reports | Review audience reports |
Review of behavior reports | Review acquisition reports |
Review of conversion reports | Review conversion reports |
Simulation |
Learning outcome |
Creation of email list | Create an email list |
Setup of new email campaign | Create and send a new email campaign |
Review of emails campaign reports | Review email campaign report |
Simulation |
Learning outcome |
Buzzsumo | Use buzz sumo to find content with most social shares for a given keyword or site |
Follower Wonk | Use follower wonk to analyze twitter performance |
Buffer | Use the buffer to schedule social media updates |
Ahrefs | Use Ahrefs to analyze a site’s performance |
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