M731-001-3:2021 Digital Marketing Course

Competency Unit

Social Media Marketing

In this module, you will understand the need to leverage social media channels, learn how to select the right content type in context for each channel, and comprehend the importance of social media in e-commerce.

Digital and SMM Overview
Social Brand Management
SMM Significance, Role, Goals and Elements
Setting Up Audience Persona
SMM Strategy and Channels
SMM Key Metrics
Organic Postings
Creating Facebook Marketing

Search Engine Optimization (SEO)

This module will teach you the importance of Search Engine Optimization(SEO). You will learn how on-page and off-page SEO works, explore the technical side of SEO to rank higher on search engines and learn how to analyze competitors.

Fundamentals of SEO
On-Page vs. Off-Page
Technical SEO
Google Focus on the User Experience
Updates, Algorithms and Ranking System
Link Building
How to Optimize Your Content for Voice Search
Website Asset Optimization (video, images, reviews)
Ecommerce Website SEO for More Sales
Increase the Website Conversion Rate Using SEO
Conducting SEO Audit
The Future of SEO

Search Engine Marketing (SEM)

Learn how paid ads work with the help of keyword research. You will learn about different bidding strategies in-depth in the context of B2B & B2C channels.

Overview of Search Engine Marketing
Understanding Concepts of Pay Per click (PPC), Google Ads Algorithm, Ad Rank, & Ad Positioning
Bidding and budget strategies
Keyword research and optimization using the search term report for better ROI
Role and benefits of Ad Extensions
Setting up automation rules for ads
Strategies to make best ad copies giving 100% ad strength
How to target the right customers with demographics, interest, location, etc.
Use of dynamic keyword insertion
Remarketing ads
Integrating with different campaign types and optimization
Using RLSA in Google Analytics to maximize the performance of campaigns
Difference between the standard shopping ads and smart ads
How to optimize the feeds at Google Merchant center
Learn to diagnose the shopping feed, it’s errors, and correct them
Performance Max & Smart campaigns are the future of Google Ads
How to create and optimize the mobile app install ads to increase the number of users

E-commerce

Modern e-commerce stores require a feature-rich set of components to provide customers with the best possible shopping experience. The traditional e-commerce architecture tightly couples all these services into a single system. Combining all parts of the e-commerce system into a single platform like this limits what you are able to get out of each service.

Cart and checkout
Product information management
- SKUs
- Title
- Descriptions
- Attributes
- Technical specifications
- Images
Order management
Pricing and promotions engines
Personalization engines
Content management
Analytics
SEO tools

Email Marketing

This email marketing module, will teach you the end-to-end process of email marketing, how automation works, and how to design the right email templates to increase conversion rates.

Fundamentals of Email Marketing
5 Email Marketing Strategies to Boost Growth of Your Business by 5x
Creating a Mailchimp Campaign
Template Creation
Types of Leads and Lead Generation
Automation and Campaign Execution
Overview of Automation Dashboard
Creating a Drip Campaign Example
A/B Testing

Mobile Marketing

Learn about the importance of mobile apps and mobile marketing in this module. You will also learn how to optimize the apps with the right keywords and how to do effective mobile ad targeting.