Course Duration in Hours
60
60
Module 01: Introduction to Digital Marketing.
What is marketing and why is it important?
History and growth of the internet.
How did internet marketing start and how does its present and future look like?
How is Internet marketing different?
Old Vs. New (How has marketing evolved?)
Quick results - branding, lead generation, PR campaigns, advertising.
Highly measurable results and easy tracking of ROI.
Inbound and Outbound
Produce local, sell global
Attract, Convert, Close, Delight
What do people do online?
How do organizations benefit from internet marketing?
Can choose from a variety of goals that marketing should fulfill
Revenue can be tracked to the source of activity
Why should you choose a career in digital marketing?
Highly evolving technique of marketing
Endless possibility of growth
The world is online!
Why do you need a website?
Goal of a website
Who will visit your website
What are the essentials of a website?
What are domains and sub-domains?
What is hosting of a website?
What is a CMS?
Conceptualizing, planning and designing a website
What is a Domain name? What is a Hosting server?
Case Studies/Articles/Practical Exercises
Introduction to Special Focus Project.
Module 02: Search Engine Optimization Part 1
Introduction to SEO
What is SEO?
Why does your website need SEO?
Why is SEO necessary?
What are keywords?
Keyword usage and targeting
Keyword overstuffing and abuse
Keyword research and tools
What is On Page Optimization?
Keywords
Page title
Meta description
Strong, Bold, Alt Text and Anchor Text
Internal Links
User Experience
Header Tags
Social Media Buttons
Others
Case Studies/Articles/Practical Exercises
Module 03: Search Engine Optimization on Part 2
What is Off Page Optimization?
Domain authority
Page Rank
Back Links
White hat and black hat SEO
Local SEO
Directory submissions
Product Listings
Article Submissions
Online PR
Site submissions
Social Media presence
Algorithm Updates by Search Engines
What are the tools to aid your SEO?
Case Studies/Articles/Practical Exercises
Module 04: Search Engine Marketing Part 1
Introduction to SEM
Google AdWords - Why is it important and when to use it?
Walkthrough of AdWords interface - Search Network
Home, Campaigns, Opportunities and Tools (brief introduction)
Keywords, Adgroups and Campaigns
Ads and Landing Pages (optimization and AB Testing)
Quality Score, Keyword Bidding and Search Terms Report
Impressions, Clicks, Click-through Rate, Conversion Rate and View Through Conversions
Settings, Audiences, Ad Extensions and Dimensions
Setting up alerts, creating rules and running customized reports
Bing and Yahoo Adcenter
Case Studies/Articles/Practical Exercises
Module 05: S earch Engine Marketing Part 2
Walkthrough of AdWords interface - Display Network
Display keywords, placements (managed and automatic) and Topics
Ads and Ad Extensions (creating new ads for GDN)
Settings, Auto-targets and Dimensions on the display network
Remarketing - Display network
AdWords for Video
In-stream video ads
In-display video ads
Tools on AdWords Interface
Change History and Google Merchant Center
Keyword Planner and Display Planner
Ad Preview and Diagnosis
Tools for SEM
Case Studies/Articles/Practical Exercises
Module 06: Social Media Marketing
Introduction to SMM
Content Development
Developing an Editorial Calendar for various social networks
Community Management Best Practices
Facebook Ads and Marketing
Twitter Marketing
LinkedIn Marketing
Case Studies/Articles/Practical Exercises
Module 07: Email Marketing
Introduction to Email Marketing
Internal Vs. External Database
Email Basics - headline, copy, CTR and Call to action
Setting up lists and types of email campaigns
Lead nurturing and engagement through email
A/B Testing of campaigns
Tools for Email Marketing
Email Marketing Best Practices
Case Studies/Articles/Practical Exercises
Module 08: Inbound Marketing
Introduction to inbound
How to go Inbound?
Blogging and articles
Whitepapers, eBooks and Case Studies
Webinars, Podcasts and Presentations
Social Links and SEO
Case Studies/Articles/Practical Exercises
Module 09: Mobile Marketing
Introduction to mobile marketing
Optimizing websites for the Mobile
Location-Based Mobile Marketing
How to use QR codes
Mobile Analytics
Optimizing Emailers for the Mobile
Mobile Commerce
Case Studies/Articles/Practical Exercises
Module 10: Web Analytics
Introduction to analytics
Setting up Google analytics and Google Webmaster Tools
Goals and Conversions on analytics
Walkthrough of Dashboard, Audience, Acquisition and Visitor Behavior
Monitoring traffic behavior and setting up conversion tracking
Tracking Visits
Display and paid search visits
Organic search visits
Referral visits
Direct Visits
Social Visits
Case Studies/Articles/Practical Exercises
Module 11: Display Advertising & Affiliate Marketing
What is Affiliate Marketing
Why use Affiliate marketing
Choosing the right affiliates
How is Affiliate marketing different from Referral marketing
What is Digital Display Advertising
What is Ad creative
How to make a digital Ad Copy
Flash, multimedia & interactive advertising
Tracking, Metrics and Measuring advertising campaigns
How to develop your own digital display campaign
How to maximize revenues and get better results
Case Studies/Articles/Practical Exercises
Module 12: Digital Marketing Strategy
Preparing a digital marketing strategy
Identify the goal of your digital campaigns
Select methods of digital communications based on goal
Short Term Vs. Long Term goals
Which are the best campaigns for higher ROI?
Lead Generation
Sales Funnel
Measuring ROI
Closed loop marketing and marketing automation
Useful digital marketing tools
Case Studies/Articles/Practical Exercises
Module 13: SFP Presentations Part 1
Module 14: SFP Presentations Part 2
12th pass
KASTURI INDUSTRIAL INSTITUTION, Jhansi,IN