The field of digital marketing has emerged and exploded as everyone and everything goes online. A new generation of digital-savvy marketers is needed to create and manage ways to engage audiences, sell products and grow companies. Any size business starting from family-owned and ending with multi-national corporations will not be able to survive without proper internet marketing in future.
Program description:
INTRODUCTION
- Main terms used in the course
- History of marketing
STRATEGIC PLANNING. PURCHASE FUNNEL
- Strategic planning
- Purchase funnel design. Conversion increase
SMM - SOCIAL MEDIA MARKETING
- SMM introduction
- Facebook
- Shareware promotion
- Other social networks
- Statistics and analytics
WEBSITE SEARCH PROMOTION
- SEO introduction. Search engines
- Stages of SEO. Robots.txt
- Indices and ranking
- KW research. Clustering. LP relevance
- Structural optimization
- Technical optimization
- Duplication eliminating
- Optimization of meta-data and texts
- Optimization of images and media. Authorship
- Semantic optimization
- Interaction with SS
- External optimization
- Link building
- SS filters
- Link exchange markets
- Mobile optimization
- Analytics in SEO: segments and referral traffic
- Additional methods of optimization
- Moving websites without SEO losses
- Hashtags. Theory of composition. Theory of color
- Competitors of search systems. Aggregators
CONTEXTUAL ADVERTISING
- What is contextual advertising?
- Stages in contextual advertising. Goal setting. Website analysis
- Work with a Google AdWords account
- Creating advertising campaigns AdWords
- Selecting GA keywords
- Creating ads in google AdWords. Formats of ads
- The display network (CMM)
- Remarketing
- Basics of video advertising
- Analysis of GA advertising campaigns
- Optimize GA advertising campaigns
- Reports for AdWords
- How to become certified in google AdWords
- Retargeting
- Using Bing Ads
- Results, conclusions and basic tips for successful PPC advertising. Frequent mistakes on context conducting
ANALYTICS IN INTERNET MARKETING
- Google Analytics
- Bing SEO Analyzer
On course completion, you will be able to:
- Understand marketing principles of digital era and learn history of pre-digital era
- Learn how websites operates
- Perform internal and external SEO optimization
- Use SMM to boost sales
- Get familiar with analytics tools to control performance of your SEO and SMM
- Build your portfolio to apply for a job in the field
