Online Courses and Certificates of Digital Marketing
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This course provides learners the in-depth knowledge about the digital marketing, by explaining importance of digital marketing in today’s world and how it affects businesses, how digital marketing changes the way of marketing around the globe.
This course is fruitful for the learners who start at Digital Marketing and don’t know what it is? The course describes digital marketing origin, purpose and its usage with its advantages.
As marketing for businesses can be done along many years but the new change is digital marketing. From 20th century when technology usage increases and internet is common among people then the concept of digital marketing came. In today’s world digital marketing is popular term around the globe and many businesses take advantages through digital marketing.
Digital Marketing is beneficial to promote every business and is very famous now-a-days so a person who has knowledge about digital marketing can earn place in market. This course design in such a way that a person knows history of digital marketing and also know how he must be able to do digital marketing. What basics he should know about digital marketing and how digital marketing affects one’s business and in which ways it could be beneficial for any business.
Course Outline:
Chapter 1) Situating Digital in Marketing
Introduction
What is digital?
The word Digital
Understanding marketing
Understanding digital marketing
Digital marketing
Digital tools enabled
Crowd sourcing
Crowd funding
Micro tasking
Digital audiences
Segmenting and customising messages
Measurability
The TCEO model
Think
Create
Engage
Optimize
Chapter 2) Digital Marketing Strategy
What is Digital Marketing?
Business and brand strategy
Strategy for brand operates
Understanding the environment
Understanding the business
Understanding customers
Understanding competitors
The building blocks of marketing strategy
Porter’s Five Forces analysis
SWOT analysis
Crafting a digital marketing strategy
Context
Value exchange
Objectives
Objectives need to be SMART
Specific
Measurable
Attainable
Realistic
Time-bound
Tactics
Tactics and evaluation
Ongoing optimization
Chapter 3) Strategic Thinking
Need a digital marketing strategy: Why?
Your business and digital marketing
Digital marketing — yes or no
Demographic of internet users
Defining your digital marketing strategy
Laying strong digital foundations
Know your business
Know the competition
Know your customers
Know what you want to achieve Know how you’re doing
Understanding the digital consumer
The digital consumer revealed
Making the web their own
I don’t know you and you don’t know me
Key traits of the online consumer
Using influencers to help spread the word
Influencers
Mind the Ps
Product
Price
Promotion
Your website
Search engine optimization (SEO)
Pay-per-click search advertising (PPC)
Affiliate marketing and strategic partnerships
Online public relations
Social networking
E-mail marketing
Customer relationship management
Place
Eyes on the prize
Tracking accountability
Bringing it all together
Chapter 4) the Changing Face of Advertising
Advertising
Advertising through the ages
History
Technological advancement
The Technology behind Digital Marketing
The first global communications network: ‘the highway of thought’
Early networks
You’ve got mail
From ARPANET to internet
Making connections — birth of the web
The wild wide web — a new frontier
People’s Importance
A huge and growing market
Introducing Consumer 2.0
Adoption of Technology
Interconnectivity
Technology is levelling the information playing field
Relevance filtering is increasing
Niche aggregation is growing
Micropublishing of personal content is blossoming
Rise of the ‘presume’
On demand; any time, any place, anywhere
Market Transformation Effects
Chapter 5) Your Window to the Digital World
Your website — the hub of your digital marketing world
A conversion engine for traffic
Building an effective website
The main steps of building your website
Planning
Design
Development
Testing
Deployment
Know why you’re building a website
Know who your website is for
Build usability and accessibility into your website design
Usability
Accessibility
Words make your website tick
Know your competition
The online marketer’s Holy Grail
Why is search engine optimization so important?
Make your site easy to crawl
Content — the most important thing on your site
Tools for online monitoring
How to do Digital Marketing
Optimizing Search Engine Results
Creating Marketing Content
Advertising on Social Media
Marketing through Email
Using Pay per Click Advertising
