Certified Digital Marketing Master’s Course

Introduction to SEM – Fundamentals & Case Studies

• Consumer Journey
• What is SEM? Why SEM?
• What is Google AdWords? Why Google AdWords?
• Google Network
• AdWords Terminologies
• How Does the SEM Auction Work?
• Structure of an AdWords Account
• Campaign Types – Introduction to Search, Display (including Videos),
• Shopping and Mobile-specific campaign types, and when/why to use them.
• Creation of Search Network Campaign
  • Ad
  • Ad Formats
  • Ad Text Policies
  • Ad Text Best Practices
  • DKI
  • Ad Extensions
  • Keyword Research
  • Tools – Keyword Planner & Estimator
  • Keyword Match types
  • Keyword Strategies
  • Landing Page
  • Bidding and Budget
  • Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc

Creation of Google Display Network

• GDN Targeting Options
• Display Ad Formats
• Ad Gallery Tool
• Conversion Tracking
• GDN Campaign Creation – Demo
• Remarketing
• Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing
• Advanced Display: Smart Display Campaigns

Mobile Ad Campaigns

• Universal App Campaigns
• Mobile-Specific Bidding and Targeting Strategies
• Measuring Mobile Ad Performance and Conversions Report Editor
• Optimization Strategies
• Account Audit Demo

Shopping Campaigns – Introduction

• What are Google Shopping Ads /Product Listing Ads?
• Where do they appear on Google? What Shoppers on the internet do?
• What retailers need? – New Advertising technologies
• Google Shopping set retailers up for success
• Features of Google Shopping Why PLA’s? And the path to creating PLA Ads
• Merchant Centre Steps
• Create Shopping Campaign on Google AdWords
• Track Performance and Optimize the Campaigns

YouTube Marketing – Introduction & Ad Formats

• YouTube Ad Formats
• YouTube Campaign Creation
• YouTube Analytics
• Video Campaign Optimization Tips

Getting Started with Social Media Marketing

Introduction to Social Media

Facebook Marketing

Creating Content for Facebook & Social Media

• Why Content is the foundation of SMM
• Psychology of Social Sharing
• Building Content That is Inherently Shareable

Tools for Content Creation

Facebook Marketing

What is Facebook Marketing

• Facebook Page Best Practices
• KPIs to measure success
• Facebook Insights
• Facebook Business Manager

How does Facebook Advertising Work?

• Facebook Ad Campaign Objectives
• Facebook Ad Targeting

Instagram & LinkedIn Marketing

Marketing on Instagram

• Optimizing your instagram business profile
• Crafting an Instagram content strategy
• Best Practices
• Influencer Marketing on Instagram
• Analytics & Measurement
• Instagram Ads

LinkedIn as a Marketing Platform

• LinkedIn for Personal Branding
• Brand Marketing on LInkedIn
• LinkedIn Company Pages
• LinkedIn Advanced Search
• LinkedIn Premium
• LinkedIn Ads

Twitter and Snapchat Marketing

Twitter Marketing

• Twitter Marketing for Brand Awareness
• Twitter Ads
• Twitter Analytics
• Twitter Tools – Crowdfire, Tweriod, Hashtagify, Ritetag, TweetReach & TweetArchivist

Snapchat Marketing

• Snapchat for business
• Building a following
• Driving Engagement
• Analytics & Measurement

Pinterest Marketing & Creating a Successful Digital Marketing Strategy

Pinterest Marketing

• Pinterest for business
• Marketing on Pinterest
• Best Practices
• Leveraging Rich Pins
• Analytics & Measurement

Social Media Marketing Tools

• Hootsuite
• Buffer
• TweetDeck
• Sprout Social

Crafting a Successful Social Media Strategy

• 10-step framework to crafting a successful Social Media strategy
• Building Content That is Inherently Shareable
• Creating Content for multiple platforms
• Generating content ideas and building a plan
• Effective Content Distribution
• Evaluating Success

Deliverability

• Setting-up an Email Marketing Machine
• ISPs, Hosting Facility and MTA
• IP/DNS and Shared vs. Dedicated IPs
• MX Record, Whitelisting, Response Handlers and Bounces

Effective Email Content

• Conversation
• Relevance
• Incentives
• Timing
• Creative & Copy
• Attributes

Customer Acquisition Strategies

• Rented List Emails
• Co-branded Emails
• Third Party Email Newsletters
• Viral Emails
• Event Triggered Emails
• House E-newsletters

Effective Creative Introducing

• CRABS- Does your Emails have Crabs?
• Email Template Model
• Best Practices
• NLP Demonstrations (Neuro Linguistic Programming) to Understand Customers Better

Nurturing & Automation

• Tools to Enhance Lead Nurturing
• Enhance Better Reach
• Analyze Behavior Patterns
• Analytics
• Automation and More

Resources to do situational analysis and progressive updates

• Customer Personal Toolkit
• Complete Email Marketing Worksheet
• Content Editorial Calendar
• Digital Marketing Strategy Toolkit
• Email Contact Strategy Template
• Email Campaign Calculator
• Email Marketing Health Check
• Structuring Digital Marketing Team
• Web Resources to Improve Subject lines, HTML Codes, Spam Testers and Deliverability Issues

Email Automation
Introduction to Automation

• What is Automation?
• How does it Work?
• What are the Benefits?

Choosing an Automation Platform

• Features & Functions Available
• What are Workflows? How to Create a Workflow?
• Cost
• Most Widely Used Platforms

Simple Automation Functions from MailChimp

• Click to Reply Options – Demonstrated
• Other Features Explained
• Results – Demonstrated – Practical

Attracting your potential customers into conversion funnel

• Various Ways to Build Reach Through Digital Marketing
• What are Engagement Magnets?
• How to Identify Right Set of Engagement Magnets for your Business?
• Effectiveness of Various Engagement Magnets
• Digital Reach Building Strategy Through Inbound Interest Generation

Converting your prospects into leads using emails

• What is Audience Aggregation?
• Benefits of Audience Aggregation
• How to do Audience Aggregation Through Emails

Landing Page

• Conversion Oriented Landing Page Design
• Investment in Landing Page
• Is it for me?
• What is it?
• Critical Concerns to Address on Landing Page
• What’s the Next Step?

Conversion Optimization

• Role of Conversion
• Understanding Customer Psyche
• Conversion Optimization
• User Flow and Persuasion
• Online Persuasion
• True Meaning of Landing Page User Flow and Online Persuasion

Conversion Optimization Patterns for Engaging website Visitors

• Patterns for Engaging Website Visitors
• Pattern #1 – Pop-Ups
• Pattern #2 – Pop Under Call-to-Action
• Pattern #3 – Inside Article CTA

Lifecycle Emails

• What are Lifecycle Emails?
• Where do Lifecycle Emails fit in?
• Tools used for Lifecycle Emails
• Lifecycle Emails – Case Studies
• Lead Nurturing with Drip Email Marketing: Implementation

Introduction

• What’s analysis?
• Is analysis worth the effort?
• Small businesses
• Medium and Large scale businesses
• Analysis vs Intuition
• Introduction to Web Analytics

Google Analytics

• Getting Started With Google Analytics
• How Google Analytics works?
• Accounts, profiles and users navigation
• Google Analytics
• Basic Metrics
• The main sections of Google Analytics reports
• Traffic Sources
• Direct, referring, and search traffic
• Campaigns
• AdWords, AdSense

Content Performance Analysis

• Pages and Landing Pages
• Event Tracking and AdSense
• Site Search

Visitors Analysis

• Unique visitors
• Geographic and language information
• Technical reports
• Benchmarking

Social Media Analytics

• Facebook Insights
• Twitter Analytics
• YouTube Analytics
• Social Ad Analytics /ROI measurement

Actionable Insights and the Big Picture

• Recap of Google Analytics reports and tools
• Finding actionable insights
• Getting the organization involved
• Creating a data-driven culture
• Resources
• Common mistakes analysts make
• Additional Web analytics tools

Social CRM & Analysis

• Radian6
• Sentiment Analysis
• Workflow Management
• Text Analytics

Digital Analytics

• WebMasters
• AdWords Reports, Custom Reports, Custom Dimensions
• Dashboard and Segmentation
• Multi-Channel Funnels Reports
• Attribution modeling and reports

Platform Principles

• The platform components
• The data model
• Measurement Protocol data collection
• Importing data into Google Analytics
• Reporting APIs and Report Sampling

Facebook Marketing (in association with Facebook)

• Introduction to Marketing
  Start by understanding the importance of planning your business marketing strategy. This module covers finding your business’ USP, defining your audience and developing a strategy around marketing funnel.
• Facebook Pages and Post Best Practices
  Learn how to connect with people by planning your Facebook Page and understanding how it is structured to make the maximum use of it.
• Facebook Ads – Campaign Objectives
  For each Facebook Ad, you have multiple objectives to choose from. This module helps you build the right objectives based on each business objective.
• Facebook Ads – Targeting Audiences
  Understanding your audience is a challenge for many businesses today. But developing a marketing plan without knowledge of your audience is a step to failure. Segment your audience and target the right audience with this module.
• Facebook Ads – Impactful Creatives
  Make an impact with creatives and know the different ad formats which look good on all devices.
• Facebook Ads – Optimization and Reporting
  With this module, measure you adverts and get business insights to optimize how you are connecting with your audience.
• Facebook Ad Policies
  Get an in-depth understanding of Facebook Ad policies, ad disapproval, account status and Facebook support for a smoother journey.
• Facebook Messenger
  Connect and engage with your new or long-term customers on Facebook to get results. Offer them suggestions, support, engage with them or encourage purchase from one messenger.
• Facebook Shop
  Plan and structure your Facebook shop to manage and sell more products with Facebook.
• Building Brand Awareness
  Build your brand with Facebook to connect with people where they are- Facebook and Instagram. Plan your targeting, creatives, placements for brand awareness.
• Driving In-store Footfall
  Build Facebook campaigns to drive traffic to your offline store. Learn how to develop a local campaign and sell more with Facebook.
• Facebook Pixel
  Measure conversions, optimize ad delivery, automate audience building and do more with Facebook Pixel. Learn and work on Pixels with this module and get more insights on how people are using your website.
• Driving Online Sales
  Learn how to get more sales and drive traffic with remarketing campaigns, targeting, creatives and placements and ad formats.
• Generating Leads
  This module guides you through creating a lead generation campaign to drive results for your business.

Integrated Digital Marketing Strategy [2 Modules]

Build an Integrated Digital Marketing Plan by understanding how to work on the concepts of conversions, define objectives, measure, evaluate and tweak your plan. You will also learn how to execute the strategy, what is the skill set required, how you can outsource your marketing activities.

1. Introduction

2. The Customer

• India demographics: overall market view
• India on Digital – digital trends: internet users, male v/s female, age groups,
• Devices, multi-screening,

3. Marketing Principles: AIDA, Purchase Cycle, Moments of Truth

4. Recap of Various Digital Channels: Digital POEM

5. Creating Digital Moments of Truth – AHA Moments

6. Digital Strategy: Branding v/s Acquisition. What would differ?

7. Analytics

• Measurement: What do you measure? How can you measure (site analytics, cross-device) – sneak peek into the technology that powers this (cookies, user identity)?
• Attribution: various models, cross-device

8. Case Study: A look at the web presence of Starwood Hotels (more engagement less transactional)

9. Campaign Optimization – Test, Learn, Deploy what works. Repeat

• Kinds of tests

10. Case Study: A look at the web presence of MakeMyTrip (acquisition focus, less engagement)

11. Trends

• What are people doing on the internet?
• Power of the internet (Arab Spring, #MeToo, US Elections, branded: Jago Re, Internet brands – OnePlus)

12. Tools for Measurement

Affiliate Marketing [2 Modules]

You will be introduced to Affiliate Marketing, Models of Affiliate Marketing. Study how to generate and convert leads. In the session guidance to success with Affiliate marketing will be provided.

• Definition
• Purpose/Where and why is Affiliate Marketing used
• Resources required to get started with Affiliate Marketing
• Top Players in the market for Affiliate Marketing
• Re-Brokering and Payout models
• Segregation of Affiliate Marketing
• Web
  • Display Inventories
  • Email inventories
  • Campaign types (CPM, CPC, CPV, CPA etc.)
  • Tracking methods
  • Fraud analysis and types of fraud
  • Key Optimization methods
  • Budget planning
  • Key Players
•  Mobile
  • Attribution Tools
  • Incent vs Non-incent inventories
  • Tracking Methods
  • Campaign Types (CPI, CPS, CPA etc.)
  • Fraud Analysis and types of fraud
  • In-app events optimization
  • Budget Planning
  • Key Players

• Overall Affiliate Marketing Budget and strategy planning
• Facts and Current industry numbers for Affiliate Marketing industry
• Global leads and affiliate marketing programs you can join today

Media Planning & Buying [2 Modules]

• Setting up the objectives
• Understand the key tasks to draft an “awesome” digital media plan
• Segmentation & targeting of the audience
• Best practice to execute the campaigns post the media plan
• Understanding multiple formats & appropriate for our targeted digital platforms

How to become a Freelancer in Digital Marketing? [2 Modules]

Learn how to sell digital marketing services by assessing the brand’s necessity to reach out to the customers. You will generate customized reports, evaluate other digital marketing service providers and prepare metrics to track performance.

• Assessing Brand’s Necessity To utilize Digital Marketing Services
• Assessing How The Brand Is Currently Reaching Out To Customers?
• Generating Custom Reports & Automated Reports
• Evaluating Other Digital Marketing Services Providers
• Creating Customized Presentations and Proposal
• Setting Expectations and metrics to track performance

E-commerce Listing and Marketplace Selling [2 Modules]

Explore how the billion dollar industry of online market is shaping up. How do we be a part of the new age e-tail? The pros and cons of listing online/marketplace model and brand’s own website. This module will help you understand the various Models that Exist and how to set up your own store and how to drive marketing campaigns for conversions and sale.

• Learn how the billion dollar industry of online market is shaping up. How do we be a part of the new age e-tail?
• Understanding Different Models – Individual Brand Store and Marketplaces
• Creating Your Own Store with Shopify
• Solutions for Payment Gateway/Shipping/Order Fulfillment and other business Needs
• Marketplace walkthrough
• Marketplace Listing/Sign up Process
• Live Demonstration of Marketplace Panels
• Understanding Multi-Channel Retail and Solution Walkthrough
• Understanding the concept of Dropshipping with Case Studies.
• Advanced Facebook Ad Funnels for Driving E-commerce Sales and Conversions.
• Going Global and Selling Cross Border with your products

Programmatic Marketing [1 Module]

Familiarize yourself with Evolution & Growth of Programmatic Advertising. Know how real-time bidding works, its types, its advantages and challenges, and myths related to programmatic marketing.

• Evolution & Growth of Programmatic Advertising
• Understanding Real-time Bidding
• How Programmatic Advertising Works
• Types of Programmatic Advertising
• Advantages and Challenges
• Myths of Programmatic Advertising

Adobe Analytics – SiteCatalyst [1 Module]

Learn how to use Adobe Analytics to analyze data of your digital platform and strategies digital marketing plans for your business based on the results.

• Why do you need to analyze data of your digital platform?
• Calibrate the digital marketing strategies on the basis of results
• How to create a digital measurement strategy?
• How to utilize the best of class tools to understand the needs of your audience and cater to them with the relevant products and services?
• How to measure the ROI from different marketing channels?

How to create an Infographic Resume [1 Module]

Gives yourself the ultimate advantage in a competitive job market by strategically designing your resume to convey specific information in a visually compelling manner. Create a brand new designer resume with our power packed Infographic resume module.

• Your outstanding Infographic Resume Toolkit
• Learn basics of Infographic
• Learn to convey information Quickly and Clearly
• Learn to hold attention with bespoke text and design
• Knowledge of open source design software

Content Marketing (in association with LinkedIn) [1 Module]

You will identify the myths about Content Marketing and know the tactics to create “Good” Content. You will learn to develop a Framework to begin a content marketing program, show ROI for content programs. Also, explore key resources and tools to create and curate content with this module.

• Myths about Content Marketing
• Identifying & creating “Good” Content
• Framework to begin a content marketing program
• How to show ROI for content programs
• About key resources and tools to create and curate content

Lead Sourcing [1 Module]

• How To Use Google To Source Information
• How To Use Google To Ping Specific Domains For Information Such As Email Ids
• How To Validate Email Ids
• How To Source Segmented Database(however Possible)
• Learn To Source Email Ids Of Anyone Who Represents A Corporation
• Understand how to Source Information Directories
• Learn About Known Sourcing Softwares/apps/plugins
• Learn How To Use Sourced Databases