The Digital Marketing, an umbrella term for all your online marketing efforts is designed to prepare students and practitioners in the analytic domain and prepare them for jobs or launch campaign for their own organizations. People play with more and more digital content on various devices such as mobile phones, Tablets, laptops, desktops and more. Companies need to have digital marketing specialists in their organizations to move and adapt to the latest technology. The reason why digital marketing is so important is that it is not only a rapidly growing influence in the current global marketing scene, it is set to be the future of marketing, and going by current trends it seems highly likely that digital media will soon replace more traditional media altogether.
The Digital Marketing, an umbrella term for all your online marketing efforts is designed to prepare students and practitioners in the analytic domain and prepare them for jobs or launch campaign for their own organizations.
People play with more and more digital content on various devices such as mobile phones, Tablets, laptops, desktops and more. Companies need to have digital marketing specialists in their organizations to move and adapt to the latest technology. The reason why digital marketing is so important is that it is not only a rapidly growing influence in the current global marketing scene, it is set to be the future of marketing, and going by current trends it seems highly likely that digital media will soon replace more traditional media altogether.
The primary advantage of digital marketing is that it is highly cost-effective when compared to conventional offline marketing methods. An email or social media campaign will be able to convey a marketing message to consumers for a fraction of the cost of a TV or print ad campaign, and potentially reach a much wider audience. Another major benefit of conducting an organization’s marketing digitally is that results can be tracked and monitored very easily. As an alternative to conducting costly customer research, one can instantly view customer response rates and evaluate the success of a marketing campaign in real-time, enabling one to plan more effectively for the next one.
The best reason for implementing a digital element into an enterprise’s marketing is the ubiquitous nature of digital media in today’s ever changing market scenario. The Office for National Statistics, USA says that over 82% of UK adults went online in the first three months of this year that adds up to 40 million individuals.
Even though there aren’t any stringent requirements to take up this course, graduates are suitable for this course along with professionals interested in upgrading their marketing skills.
This course will enable you to:
This certification is best suited for:
There are a number of benefits of Digital Marketing and given below are some major advantages:
1. Zappos: This online shoe and clothing store based out of Las Vegas, Nevada in the US well known in the US for its online customer care. It provides free two-way shipping and a year-round return policy coupled with great online marketing and social media campaigns.
2. American Express: This is a multinational finance company based out of the USA. Amex funnels its funds into collaborative websites with an open forum which is a collaborative website. This reduces financial investment and brings in user-generated quality content.
3. Mint: This is a mobile banking application based out of the US. This start-up rose to fame after publishing hundreds of original, high -quality contents.
4. Uber: This transportation company based out of San Francisco, USA has its business spread out worldwide. Uber grew almost completely through word-of-mouth marketing, which is a really high converting channel.
5. Dollar Shave Club: Dollar Shave Club is an enterprise established in Venice, the USA that delivers razors and other personal grooming products to customers by mail. This company gained over a million subscribers, using its promotional video which has been viewed over 23 million times, and it was recently acquired for $1 billion by Unilever.
The AdWords certification exams are architected to evaluate a candidate’s knowledge of online advertising, best practices, including:
You need to sign up for Google Partners to access the AdWords exams.
Candidates are required to clear at least two of the AdWords certification exams to become an AdWords certified professional. They can be one of the following:
This exam includes fundamentals and intermediate concepts, including the advantages of online advertising and AdWords, and best practices for managing and optimizing AdWords campaigns.
This exam spans fundamentals and advanced concepts, comprising of best practices for generating, managing, assessing, and optimizing search ad campaigns throughout the Search Network.
This exam spans advanced concepts and best practices for generating, managing, assessing, and optimizing Display campaigns.
This exam spans the fundamental and advanced concepts of mobile advertising, comprising ad formats, bidding and targeting, and campaign assessment and optimization.
This exam spans fundamental and advanced concepts, comprising of best practices for creating, managing, assessing, and fine-tuning video advertising campaigns across YouTube and the web.
The Shopping Advertising exam spans fundamental and advanced concepts, comprising of creating a Merchant Center account and product data feed, and generating and managing Shopping campaigns.
Candidates are advised to gain hands-on experience in AdWords, along with familiarity in online advertising concepts and best practices.
To access the exams from your Partners account, follow these steps:
Given below are the exam details. Candidates can retake exams after eight days.
ExamPass PercentageExam DurationAdWords Fundamentals80%120 minutesSearch Advertising80%120 minutesDisplay Advertising80%120 minutesMobile Advertising80%90 minutesVideo Advertising80%90 minutesShopping Advertising80%90 minutes
The Google Analytics Individual Qualification (IQ) is a display of proficiency in Google Analytics that is accessible to all candidates who have cleared the Google Analytics IQ exam.
Qualified candidates will be effective at using Google Analytics within their organizations and at helping others to do the same.
Candidates are required to sign up for Google Partners and build an individual profile. This enables access to the free exam. Once candidates have passed the exam, they will be able to access their personalized certificate and public profile page.
The Google Analytics IQ exam tests a candidate’s knowledge of digital analytics and Google Analytics. To prepare for the exam, candidates should take on the following Analytics Academy courses:
Once candidates earn their individual qualification, they will be able to access a personalized and printable certificate from their "My profile" page in the Partner's account.
The exam particulars for Google IQ certification:
The YouTube Certified program is aimed at educating top enterprise partners, brands, agencies, and professional creators. A sum total of over 10,000 YouTube partners is currently certified.
Candidates must sign up as a Google partner.
Benefits of being YouTube Certified
You can learn channel growth best practices, platform strategies, and channel development techniques to help you find success on YouTube and beyond. Marketable job skill and recognition of a high-value industry-standard credential
Candidates can attain YouTube Certifications in specific subject areas based on how they utilize YouTube. Each certification track is architected to educate a certain type of YouTube partner. The different tracks available are Audience Growth Track, Digital Rights track, Content strategy track.
Affiliate marketing is an established form of marketing where an individual refers someone to an online product and when the product is purchased based on the recommendation; the individual will receive a commission. This can range from a dollar to several thousands of dollar or more.
Most online organizations who market products such as shoes, web-hosting spaces, or some other service, conventionally provide an affiliate program. Users can who sign up for the program can get their unique tracking link.
Companies keep track of which individually is responsible for driving up traffic and sales through an affiliate link offered by the product company.
All affiliate programs have a pre-defined TOS or terms of service. Such as a 60-day cookie period, meaning that a visitor will have to make a purchase within 60 days for an affiliate to get a commission
Mobile app marketing starts the day you plunge your mobile app idea into production. And since not everyone has a budget for marketing, it may come as a welcome sign of relief that a majority of mobile app marketing does not require high budgets as will be explained by the aspects of mobile app marketing given below:
Search Engine Marketing or SEM is a form of internet marketing that consists of the promotion of websites by greatly enhancing their visibility in search engine result pages mostly using paid advertising. This conventionally is used to refer to the paid section of search engine promotion of websites that include Cost-Per-Click (CPC) or Pay-Per-Click (PPC) ) search engine results page ads in different forms.
Search Engine Marketing is an umbrella term for all search marketing efforts. This includes Search Engine Optimization used for better targeting of ads towards consumers. Google Adwords, Bing Ads, geo-targeting, mobile targeting and retargeting – all form a part of and serve as a great example for Search Engine Marketing.
Finally, it is worth going over the definition provided by Google for SEM which states that the use of online advertising on search engine results pages to aid visitors in finding your website is actually SEM.
Each individual user brings about a wealth of data regarding user behavior, and this can be harnessed using the power of the given web analytics tools:
Most Integrated Digital Marketing campaigns can be boiled down to three steps:
Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.
At HubSpot, we talk a lot about inbound marketing as a really effective way to attract, convert, close, and delight customers online. But we still get a lot of questions from people all around the world about digital marketing.
Whilst a seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same things, there are some minor differences. And after having conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I’ve learned a lot about how those small differences are being observed across the world.
From your website itself to your online branding assets -- digital advertising, email marketing, online brochures, and beyond -- there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing. And the best digital marketers have a clear picture of how each asset or tactic supports their overarching goals.
Here’s a quick rundown of some of the most common assets
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.
The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.
Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.
Social Media Marketing
The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.
A type of performance-based advertising where you receive the commission for promoting someone else’s products or services on your website.
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ -- for example, Facebook advertising and Instagram advertising.
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.
Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people towards the business’ website.
Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR but in the online space.
The term ‘digital marketing’ doesn’t differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound’ and ‘outbound’ methods). Both can still fall under the umbrella of digital marketing.
Digital outbound tactics aim to put a marketing message directly in front of as many people as possible in the online space -- regardless of whether it’s relevant or welcomed. For example, the garish banner ads you see at the top of many web sites try to push a product or promotion onto people who aren’t necessarily ready to receive it.
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.
Ultimately, Inbound marketing is a methodology that uses digital marketing assets to attract, convert, close, and delight customers online. Digital marketing, on the other hand, is simply an umbrella term to describe online marketing tactics of any kind, regardless of whether they’re considered inbound or outbound.
Digital marketing can work for any business in any industry. Regardless of what your company sells, digital marketing still involves building out buyer personas to identify your audience’s needs and creating valuable online content. However, that’s not to say that all businesses should implement a digital marketing strategy in the same way.
If your company is B2B, your digital marketing efforts are likely to be centered around the online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your marketing strategy is to attract and convert the highest quality leads for your salespeople via your website and supporting digital channels.
Beyond your website, you’ll probably choose to focus your efforts on business-focused channels like LinkedIn where your demographic is spending their time online.
If your company is B2C, depending on the price point of your products, it’s likely that the goal of your digital marketing efforts is to attract people to your website and have them become customers without ever needing to speak to a salesperson.
For that reason, you’re probably less likely to focus on ‘leads’ in their traditional sense, and more likely to focus on building an accelerated buyer’s journey, from the moment someone lands on your website, to the moment that they make a purchase. This will often mean your product features in your content higher up in the marketing funnel than it might for a B2B business, and you might need to use stronger calls-to-action (CTAs).
For B2C companies, channels like Instagram and Pinterest can often be more valuable than business-focused platforms LinkedIn.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you’ve ever put an advert in a newspaper, you’ll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There’s no surefire way to know if that ad was responsible for any sales at all.
On the other hand, with digital marketing, you can measure the ROI of pretty much any aspect of your marketing efforts.
With digital marketing, you can see the exact number of people who have viewed your website’s homepage in real time by using digital analytics software like HubSpot. You can also see how many pages they visited, what device they were using, and where they came from, amongst other digital analytics data.
This intelligence helps you to prioritize which marketing channels to spend more or less time on, based on the number of people those channels are driving to your website. For example, if only 10% of your traffic is coming from organic search, you know that you probably need to spend some time on SEO to increase that percentage.
With offline marketing, it’s very difficult to tell how people are interacting with your brand before they have an interaction with a salesperson or make a purchase. With digital marketing, you can identify trends and patterns in people’s behavior before they’ve reached the final stage in their buyer’s journey, meaning you can make more informed decisions about how to attract them to your website right at the top of the marketing funnel.
Content Performance and Lead Generation
Imagine you’ve created a product brochure and posted it through people’s letterboxes -- that brochure is a form of content, albeit offline. The problem is that you have no idea how many people opened your brochure or how many people threw it straight into the trash.
Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it’s hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you’re also generating qualified leads when people download it.
An effective digital marketing strategy combined with the right tools and technologies allows you to trace all of your sales back to a customer’s first digital touchpoint with your business. We call this attribution modeling, and it allows you to identify trends in the way people research and buy your product, helping you to make more informed decisions about what parts of your marketing strategy deserve more attention, and what parts of your sales cycle need refining.
Connecting the dots between marketing and sales is hugely important -- according to Aberdeen Group, companies with strong sales and marketing alignment achieve a 20% annual growth rate, compared to a 4% decline in revenue for companies with poor alignment. If you can improve your customer's’ journey through the buying cycle by using digital technologies, then it’s likely to reflect positively on your business’s bottom line.
Here are some options we’d recommend using at each stage of the buyer’s journey:
Blog posts. Great for increasing your organic traffic when paired with a strong SEO and keyword strategy.
Infographics. Very shareable, meaning they increase your chances of being found via social media when others share your content. (Check out these free infographic templates to get you started.)
Short videos. Again, these are very shareable and can help your brand get found by new audiences by hosting them on platforms like YouTube.
Ebooks. Great for lead generation as they’re generally more comprehensive than a blog post or infographic, meaning someone is more likely to exchange their contact information to receive it.
Research reports. Again, this is a high-value content piece which is great for lead generation. Research reports and new data for your industry can also work for the awareness stage though, as they’re often picked up by the media or industry press.
Webinars. As they’re a more detailed, interactive form of video content, webinars are an effective consideration stage content format as they offer more comprehensive content than a blog post or short video.
Case studies. Having detailed case studies on your website can be an effective form of content for those who are ready to make a purchasing decision, as it helps you positively influence their decision.
Testimonials. If case studies aren’t a good fit for your business, having short testimonials around your website is a good alternative. For B2C brands, think of testimonials a little more loosely. If you’re a clothing brand, these might take the form of photos of how other people styled a shirt or dress, pulled from a branded hashtag where people can contribute.
With digital marketing, it can often feel like you’re able to see results much faster than you might with offline marketing due to the fact it’s easier to measure ROI. However, it ultimately depends entirely on the scale and effectiveness of your digital marketing strategy.
If you spend time building comprehensive buyer personas to identify the needs of your audience, and you focus on creating quality online content to attract and convert them, then you’re likely to see strong results within the first six months.
If paid advertising is part of your digital strategy, then the results come even quicker -- but it’s recommended to focus on building your organic (or ‘free’) reach using content, SEO, and social media for long-term, sustainable success. [/accordion]
[accordion title="8. What is the kind of budget needed for Digital marketing for various organizations?" connect="667"]
As with anything, it really depends on what elements of digital marketing you’re looking to add to your strategy.
Presuming you already have a website, if you’re focusing on inbound techniques like SEO, social media, and content creation then the good news is you don’t need very much budget at all. With inbound marketing, the main focus is on creating high-quality content that your audience will want to consume, which unless you’re planning to outsource the work, the only investment you’ll need is your time.
With outbound techniques like online advertising and purchasing email lists, there is undoubtedly some expense. What it costs comes down to what kind of visibility you want to receive as a result of the advertising.
For example, to implement PPC using Google AdWords, you’ll bid against other companies in your industry to appear at the top of Google’s search results for keywords associated with your business. Depending on the competitiveness of the keyword, this can be reasonably affordable, or extremely expensive, which is why it’s a good idea to focus building your organic reach, too.
Another key component of digital marketing is mobile marketing. In fact, mobile usage as a whole account for 60% of time spent consuming digital media, while desktop-based digital media consumption makes up the remaining 40%. This means that it’s essential to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. If your company has a mobile app that enables users to engage with your brand or shop your products, your app falls under the digital marketing umbrella, too.
Those engaging with your company online via mobile devices need to have the same positive experience as they would on the desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it’s important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.
There are lots of ways you can optimize your digital marketing assets for mobile users, and when implementing any digital marketing strategy, it’s hugely important to consider how the experience will translate on mobile devices. By ensuring this is always front-of-mind, you’ll be creating digital experiences that work for your audience, and consequently, achieve the results you’re hoping for.
Even though there aren’t any stringent requirements to take up this course, graduates are suitable for this course along with professionals interested in upgrading their marketing skills.[/accordion]
[accordion title="2. What are the system requirements to attend the live sessions?" connect="663"]
Trainee can watch the recorded video of all the sessions in the LMS or Trainee can attend the missed session in the upcoming batches.
Trainee will have the access to Recorded sessions, Assignments, Quizzes, Case studies, few course documents posted by trainers, Placement related docs etc.
Trainee will get 1-year access to the LMS. You can contact our support team to extend the validity of the LMS.
Yes, Of course! The trainee will get the project at the end of the course, you need to submit a project. Our trainers will assist you to complete the project.
Trainee will get step by step assistance on VM installation from our expert trainers during the practical sessions, post live sessions, you can practice at your end and submit your queries if any to our support team email@example.com for further assistance.
Our trainers are industry experts having 10 to 15 years of industry experience and 3-4 years of training experience. Most of the trainers are working professionals who teach the real time scenarios which will help the students to learn the courses in an effective manner.
Yes, Trainee will get the participation certificate from Bumaco Global upon successfully completing the course.
Trainee can drop an email to firstname.lastname@example.org an automatic ticket will get generated. Our support team works 24/7 to assist you with all your queries.
Designed & Developed by www.brandhype.in
Copyright © 2020 Bumaco Global. All rights reserved.