Digital Marketing for Direct Marketers: Web and search engine marketing

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Digital Marketing for Direct Marketers: Web and search engine marketing

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Course Overview

This course will provide an overview of digital marketing channels and techniques and explain how they fit in a multi-channel environment. In addition, Matt Bailey will provide detailed insight into two main aspects of Internet marketing – web advertising and search engine marketing.

Course Content

This course will give participants the basic knowledge needed to progress through the DMA Certified Marketing ProfessionalTM Program and provide context for working in the field, and help participants appreciate the growth and economic impact of direct marketing. Students will be introduced to three marketing requirements and techniques:

Introduction to digital marketing

Digital marketing – an explanation
Digital marketing technologies and techniques
What you need to know about today’s multi-channel marketing world
Why direct marketing and the Internet are a perfect marriage.
Understanding today’s empowered and engaged users

Web banner advertising

Creating banner ads and other online display formats
Static banner ads
Animated banner ads
Interactive banner ads
Banner ad success borrows from direct response
Creating responsive banner ads
Improving banner ad campaign objectives
How to plan and test online display media
Understanding how to plan and buy online display media
Cost per thousand (CPM)
Cost per action (CPA)
Cost per click (CPC)
Learn what web ad networks are, and why marketers use them
Applying banner ad analytics

Introduction to search marketing

What you need to know about search engine marketing
Learning the differences between paid vs organic search
How to develop your keyword strategy
Why you need a unique landing for successful search campaigns
Understanding search ad analytics
What are the most important considerations for creating landing pages?

Page length
Page design
Call to action
Offers

Why you need to test your landing pages
Developing landing page response forms
Search and landing page analytics

Online Course Price Option - Pay as you go:

DMA Member	$189/course
Non_Members	$219/course
Certification & Testing Fees Included	$250 value

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Advertisiment

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