CERTIFIED PROFESSIONAL DIGITAL MARKETER

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Scarlett Margaret Rodgers
5 years ago
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Digital Marketing requires a high-level understanding of its various facets, from awareness, intent, conversion and retention.

1 CERTIFIED PROFESSIONAL DIGITAL MARKETER Introduction Marketing has evolved over the years. With the rapid growth of technology, digital marketing has become the latest marketing skills that is very much needed in the business world today. Digital Marketing requires a high-level understanding of its various facets, from awareness, intent, conversion and retention. As a result, digital marketing requires an integrated marketing effort within an organization. Competition online is as fierce as any other industry or platform. In order to create a winning formula, you need to attend the Certified Professional Digital Marketer course. You will be exposed to the 5 stages of planning in digital marketing system; Plan, Reach, Act, Convert and Engage. The course will assist you to develop smart strategies to optimize and maximize each digital marketing campaign. This coursealso is designed to help you master the essential disciplines in digital marketing, including search engine optimization (SEO), search engine marketing (SEM), conversion optimization, web analytics, video marketing and marketing. Digital marketing is one of the world s fastest growing disciplines, and this certification is designed to raise your value in the marketplace and prepare you for a career as a professional digital marketer. Program Objectives This program aims to: Learn how to formulate, plan, and execute effective digital marketing strategies with the right channel mix in our digital marketing strategy module Create the right marketing messages tailored for the right audiences Understand the metrics and benchmark involved in a digital marketing plan Create a structured digital marketing plan and budget Learning Outcomes After completing this module, participants should be able to: Identify the correct measures to set objectives and evaluate digital marketing Review and prioritize the strategic options for boosting customer acquisition, conversion and retention using digital marketing Understand and follow the practical success factors to improve results from digital marketing Gain the context to take business decisions involving the digital media and online marketing 1

2 Who should attend? Company owners and directors or heads of marketing or digital CMOs, marketing managers and digital marketing managers Marketing HODs Consultants or agency account managers Professionals Marketing Professionals Level of Training Basic Intermediate Advanced Certified Program Outline Introduction Digital Marketing Day One All current innovation in marketing is through digital channels. This opening lecture demonstrates the power of applying digital concepts across the marketing function in any business. You will learn how to harness the power of digital marketing as a core driver of the marketing strategy for a company. Digital Marketing The Big Picture SOSTAC Planning System RACE Planning Integrated Marketing Digital Marketing KPI Persona Building Branding & User Experience Digital Marketing Tracking Metrics Examples of Great Case Studies Marketing This module will teach you about data capture and subscriber segmentation, design and content, delivery, and measurement and reporting. You will also learn how to grow and manage a subscriber database. 2

3 Design Principles Segmentation A/B Testing Scheduling Database Management Analytics & metrics Legislation Search Engine Optimisation The SEO module will teach you about Search Engine Optimization and how to leverage key techniques to improve your website s organic ranking on search engine results pages (SERPS) to drive more traffic. It covers key technical insights to cultivate an effective SEO strategy. Search Engine Process Search Engine Ranking On Page SEO Off Page SEO Local SEO SEO Tools and Platform Digital Marketing Strategy Day Two Digital marketing strategy is a practical method, actionable, step-by-step guide to creating a successful digital marketing strategy. You will learn how to harness the power of digital marketing as a core driver of the marketing strategy for a company. Digital Marketing Strategy PLAN - Situation Analysis PLAN - Set Objectives PLAN - Create Strategy REACH - Customer Acquisition Strategy ACT - Audience Interaction Strategy CONVERT - Convert to sale ENGAGE - Customer Retention and Advocacy Search Engine Marketing This module gives you essential skills to strategies, plan and manage a Search Engine marketing campaign. You will learn how to develop an effective SEM strategy and achieve 3

4 demonstrable ROI. Search Engine Advertising Objectives of Search Engine Advertising Retargeting Adwords SEM Metrics and benchmarks Lead Generation & Management This module is designed to train you on how to develop leads generation campaigns. You will be taught the secret ingredients of a successful digital marketing campaign which is developing a successful funnel. In this process funnel hacking will be done in order to study the best funnels used in various campaigns. Lead Funnel Lead Generation Lead Nurturing Lead Conversion Lead Management Day Three Digital Marketing Campaign Planning Many businesses don't have clear, SMART objectives for their digital marketing. Without experience, it can be difficult to know how to create a more data-driven approach to digital marketing.these models have been created to help you create a clearer acquisition plan to improve leads and sales. The spreadsheet will enable you to create a budget for the year ahead to define and then optimise your investment in search marketing, display advertising, affiliate marketing and online PR. Using thesemodels, you will be more confidentin deriving a realistic target for leads, sales and profit. Media Mix Model - Detail Media Mix Model Simpler Media Mix Model Horiz Impression-Based - Horiz Analytics& Reporting This module guides you through web analytics and other data sources to better understand site visitor characteristics and behaviour. You will understand the most important and appropriate metrics and how to use them to improve your digital activities. Introduction to Web Analytics Data Collection Web Traffic and User Insights 4

5 Audience Analysis Google Analytics Google Webmaster Tool Video Marketing Video Marketing is key component of Digital Marketing in year 2018 onwards. The course is designed to enable the professionals to make the best use of a video to promote a business and advertise the product. Video Marketing Principles Video Marketing Best practices SEO for Video Marketing Live Streaming Youtube 5

Duke Digital Media and Marketing Certificate Program

Duke Digital Media and Marketing Certificate Program Enhance Your Digital Marketing Skills and Excel in the Digital Economy About the Program The Duke Digital Media and Marketing Certificate Program features