MODULE1
INTRODUCTION TO DIGITAL MARKETING
The Introduction to Digital Marketing explores how to harness the power of digital
in the context of an organization's marketing strategy.It covers the core principles
of digital marketing, and showcases the difference between traditional and digital
techniques.
This module will provide you with an understanding of what is needed to create and
implement effective digital marketing campaigns.It is an intoduction to the foundation
of digital marketing and includes details on search,digital display,email marketing
,social media and mobile marketing ,besides analytics.
This Module will tarin you to develop an integrated and effective digital marketing
plan.It will equip you on how to manage and evaluate your digital marketing efforts
and budgets.
TOPICS COVERED INCLUDE:
- Definition of the DIGIEDGE Learning And Digital Marketing
Institute Method
- Principles
- Our Tools
- The DIGIEDGE Learning and digital Marketing Institute
Freamework
- The DIGIEDGE Learning and digital Marketing Institute
Quality Scale
- Key Concepts of Digital Marketing
- Traditional vs Digital Marketing
- The Opportunity of Digital Marketing
- Implications of Digital Marketing
- Market Research vs. Market Reality
- ‘Business Leadership’ Award 2009 & 2005
- ‘Best Franchisor of the Year' Award 2008 & 2003
MODULE2
SEARCH MARKETING: SEO
The Search Marketing seo module explains the concepts of Search Engine Optimization
and how to improve any website's ranking on SERPS(Search engine result pages) to
increase traffic.It starts with research and the selection process of keywords to
generate higher traffic.It also explores process and mechanisms for optimizing online
content and meta-tags for easily accessible websites.This insight on how SEO is
driven by content will ensure in better ranking.
The module also explores how search engine spiders view and evalute websites and
the tools that are used to speed up the indexaction process - the tools that help
Search engines find,view and rate rank website.
It also covers off-pages element of optimization like inbound linking and techniques
to boost a website's inbound link popularity.
TOPICS COVERED INCLUDE:
- Key of SEO concepts
- Search result and positioning
- Our Tools
- Benefit of search position
- Stakeholders in search
- Mechanics of search
- On page optimization
- The SEO process
- Customers insights
- Analysis & review
- Keyword research and selection
- content updates and layout
- Meta tags
- SEO sitemap
- SEO Google serach
- SEO Google serach console
- Off-page optimization
- Inbound links & link building
- Ranking
- Laws & guidelines
MODULE3
SEARCH MARKETING: PPC
The Search Marketing - PPC module highlights the importance of pay-per-click advertising
and how to use it drive quality traffic to your website.
This module starts with the setting up of Google Adwords accounts and how to develop
Adwords campaigns around keyword research ,ad copy and landing pages.It highlights
features of effective ads and primes on how to create them.It also includes specialist
tools to run and administrive effective PPC campaigns that optimize spend.It shows
how to analyse search marketing activity and trends to tailor content and target
campaigns for better engagement.
Finally,this module equips you with the knowhow to set and manage budgets for Adwords
campaigns and measure their efficacy by documenti ng them as reports.
TOPICS COVERED INCLUDE:
- Key of PPC concepts
- Strenth Pay Per Click
- Keyword Research
- Google PPC
- Research Tools
- Search campaign Process
- Keyword Selection
- Ad copy
- Landing Pages
- Targeting
- Budgets
- Scheduling
- Display networks
- Ad center
- Campaign Management
- Convertion Tracking
- Conversion Metrics:CPA,CTR
- Bidding
- Analytics
- Laws & guidelines
MODULE4
DIGITAL DISPLAY ADVERTISING
This explains how to create and execute effective campaigns.It covers all the concepts
and terminology associated with digital display advertising and includes ad formats
,campaign setup and planning ,target definition ,publisher selection ,campaign administration,budgeting
(including different pricing metrics),measurement and optimization.
Case studies around will be used to demonstrate how different formats can be used
and published.You will learn about the wide range of display ad formats and how
to carefullychoose the most appropriate one/s for your target audience segments.
In addition,you will know how to develop clear objectives ,deploy a campaign and
then measure and optimize your campaign based on analytics.
TOPICS COVERED INCLUDE:
- Key of Digital Display Concept
- Benefits of Digital Display
- Challenges of Digital Display
- Business value
- Running Effective Ads
- Ads Formats
- Ads Features
- Ad Display Frequency
- Campaign Plannning
- Campaign Steps
- Targets Audience
- Campaign Objectives
- Campaign Management
- Conversion Tracking
- Conversion Metrics:CPA,CTR
- Bidding
- Analytics
- Laws & guidelines
MODULE5
EMAIL MARKETING
Laern to construct and deliver effective email marketing Campaigns.The module will
cover the four pillars of email marketing :data capture and subscriber and segmentation,
email design and content ,email delivery,and measurement and reporting.This module
explains the necessity of marketing segmentation strategy and identify the features
of effective email design.You will also understand how to grow and manage a subscriber
database,along with the unique features of the various Email Service Providers and
software solutins.
An introductionto split testing will show how to use key metricsto report on the
efficacy of campaigns and includeing open rates,Click-Through-Rates(CRT),unsubscribes
and bounces.
You will also know how to monitor and evaluate email marketing analytics.
TOPICS COVERED INCLUDE:
- Key of Email Marketing concepts
- Campaign Process
- Online Data Capture
- Offline Data Capture
- Segmentation
- Email Design
- User Behaviour
- User Characteristics
- Email Copy
- Email Structure
- Email Delivary
- Email Sysytems
- Filtering
- Email Systems
- Filtering
- Scheduling
- Measurement
- Keys Terms & Metrics
- Split Testing
- Laws & guidelines
MODULE6
SOCIAL MEDIA MARKETING(PART1)
The Social Media Marketing (Part1) module covers concepts and terminology used in
social marketing and explores platform like Facebook,instagram,Twitter,Periscope
and linkedln.
This module will help you set up and prepare social media marketing initiatives
by defining goals and sets KPIs(Key Performance Indicators).It will introduceyou
skills for effectively engaging with people across all social media platforms.This
will help you identify trends and innovations in social media space, and find ways
to convert the "always connected" social consumer.
Finally ,this module will help match social media platforms to objectvies and ensures
that all goals are met.Explore communication styles for different targets audiences
and implement them appropriately.
TOPICS COVERED INCLUDE:
- Key concepts of Social Media
- Content planning & scheduling
- Social Media for business
- Social Media goals and priorities
- Facebook features
- Facebook business page
- Facebook messenger for business
- Facebook Apps
- Instagram features
- Third party for Instagram
- Instagram Best practice
- Twitter features
- Twitter chat
- Twitter profile setup
- Twitter lists
- Periscope
- Linkedln setup and profile
- Linkedln groups
- Linkedln mail
- Linkedln company page
- Linkedln recuirtment
MODULE7
SOCIAL MEDIA MARKETING(PART 2)
This Social Media Marketing(Part 2) module will help you develop and hone the skills
in social media tools across platforms to cultivate and sustain relationships with
consumers.
It expands upon the topics and platforms introduced in part1: by understanding challenges
and working around them to successfully implement effective social media strategy
using paid advertising options.
Learn about secondary social media channel like Youtube, Googl+ and Pinterest and
how to use them for specific goals.Understand advanced features of native analytics
such as Facebook Insights and Twitter Analytics to becomes familiar with sceduling,mamnaging
and reporting on campaigns and social media activity.
Get an overview of privacy laws and finetune social media campaigns to optimize
results.
TOPICS COVERED INCLUDE:
- Google+ Brand Page
- Google+ And SEO
- Google hangouts
- Pinterest Profile
- Pinterest Advertising
- Pinterest Business Accounts
- Facebook and Instagram Advertising Types
- Facebook and Instagram Targeting
- Facebook and Instagram Ad management
- Facebook and Instagram Analytics
- Facebook insights
- Twitters Advertising
- Twitters Ad targeting
- Twitters Audience Platform
- Twitters Analytics
- Linkedln Advertising
- Linkedln Ad Targeting
- Linkedln Analytics
- YouTube Account Basics
- YouTube Channels
- YouTube Content Types
- YouTube Advertising
- YouTube Analytics
- Social Media KPIs
MODULE8
MOBILE MARKETING
Understand the concepts governingmobile marketing and qualities of a mobile-optimize
website.Create and deliver immediate,personalises and effective moblile marketing
campaigns.
Identify the attributes if effective mobile apps and take the 7 necessary steps
to create one that is effective.Explore mobile search,its differences and similarities
to desktop search and role of AdWords in mobile search.
Explore tools in mobile technology and emerging trends to reach and convert the
"always on" mobile users by context and location.
Explore how mobile advertising ,SMS ,NFC,mobile sites ,apps ,Bluetooth can help
connect with consumers.Recognize campaign objectives, and need to validate marketing
activity with campaign trials,reviews and ongoing analytics and measurement around
privacy.
TOPICS COVERED INCLUDE:
- Key of Mobile marketing concepts
- Trends in Mobile
- Opportunities & Risks
- Mobile Devices
- SMS Content & Strategy
- Mobile Advertising
- Mobile Optimized Websites
- Mobile Apps
- Attributes of Effective Apps
- 7 Steps process for Mobile Apps
- Proxomity Marketing
- Bluetooth
- Mobile Coupons & Ticketing
- Implementation
- Strategic Steps
- Marketing Goals
- Review & Testing
- Social Media Channels
- Laws & Guidelines
MODULE9
ANALYTICS
Discover the power of analytics to measure , monitor and optimize digital marketing
activity.Learn how to monito and measure online traffic and build online reporting
structure.
Learn to set up accounts ,and apply analytics tracking across website(s).Learn to
align business KPis with analytics goal configuration.Use Google Analytics to develop
a detailed profile of your target audience(location,demographics,technology,devices
and interests).
Assess the efficiency of websites by its technical performance,speed; and measure
user engagement and conversion levels by trackingactivities like downloads,video
views,purchases and registrations etc.
create and schedule a range of standard reports on visitors ,traffic,content,goals,Ecommerce,Adword
and event tracking using analytics.
TOPICS COVERED INCLUDE:
- Key of Analytics concepts
- Goal Set-up
- Account Set-up
- Analytics Code
- Analytics Profiles
- Goal configuration & Funnels
- Audience
- Dashboard
- Technology
- Advertising
- AdWords Campaigns
- Traffic Sources
- Scheduling & Delivery
- Bounce Rate
- Site Speed
- Site Search
- Events
- Conversions
- eCommerce
- Reporting
- Real Time Reporting
- Intelligence Reporting
- Customized Reporting
- Laws & Guidelines
MODULE10
STRATEGY AND PLANNING
Develop the skills to create a formal digital marketing plan and implement it effectively
with external agencies and contractor .This DIGOEDGE Learning and Digital Marketing
Institute method is 3 step process:
Initiate:Analyse the reality and define the audience by collecting information.
Iterate:Develop and set clear objectives for the digital marketing plan.Create a project structure and plan and measure all activities around milestones,deliverables and resources.
Integrate :Monitor,analyse the performance of digital marketing activites and modify further course of action.
This module use tested planning methods and process and brings toghter all the stands of the professional certification in Digital marketing leading to a Professional Certification in Digital Marketing.
TOPICS COVERED INCLUDE:
- Key of Strategy and Planning concepts
- First Steps
- Planning
- Situation Analysis
- Information Gathering
- Target Audience
- Setting Objectives
- Appropriate Tools
- Action Plan
- Setting the Budget
- Measurement
- Iteration & Enhancement
- Laws & Guidelines