Marketing online

1. DIGITAL MARKETING
www.dominusoft.com

2. Introduction to Digital Marketing
Search Engine Marketing (PPC)
Email Marketing
Social Media Marketing
Mobile Marketing
Search Engine Optimization (SEO)

3. HTML/ CSS, WEBSITE LAYOUT
On-site SEO
Analytics
Digital Display Advertising
Strategy and Planning
Reports

4. Introduction to Digital Marketing
Key Concepts of Digital Marketing
• Traditional Marketing v. Digital
• The Opportunity of Digital Marketing
• Characteristics of Digital Marketing
• Implications with Digital Marketing

5. Search Engine Marketing (PPC)
• This section will allow students to better understand the
importance of Pay-Per-Click Advertising (PPC),and how it can be
used to effectively drive quality traffic to a website.
• During the session participants will be taken through the key
concepts of Search Engine Marketing and shown how to set up a
Google AdWords account, and develop an initial AdWords
campaign. The process of setting up a Google AdWords campaign
will focus on three key elements: keyword research, ad copy and
landing pages. AdWords campaign settings and ongoing campaign
management are also addressed

6. Key Concepts
• Strengths of Pay-Per-Click
• Keyword Research
• Research Tools
• Search Campaign Process
• Keyword Selection
• Ad Copy
• Landing Pages
• Targeting
• Budgets
• Scheduling
• Display Networks
• Campaign Management
• Conversion Tracking
• Conversion Metrics: CPA, CTR
• Bidding
• Analytics
• Laws and Guidelines

7. Email Marketing
• The Email Marketing section will teach
participants how to implement and deliver an
effective email marketing campaign.
• The session will cover the four foundational
aspects of email marketing: data capture and
subscriber segmentation, email design and
content, email delivery, as well as measurement
and reporting.

8. Key Concepts
• Campaign Process
• Data Capture: online
• Data Capture: face-to-face
• Segmentation
• Email Design
• User Behavior
• User Characteristics
• Email Copy
• Email Structure
• Email Delivery
• Email Systems
• Filtering
• Scheduling
• Measurement
• Key Terms and Metrics
• Split Testing
• Laws and Guidelines

9. Social Media Marketing
• This Social Media Marketing module will help
participants to set up and prepare social media
marketing initiatives. The course covers setting goals
and priorities for social media campaigns and
explores a range of core social media platforms,
including: Facebook, Twitter, LinkedIn, Google+ and
YouTube.

10. Social Media Marketing
• The session covers the importance of social listening, and
explores different tools which can help identify the
volume, tone and sentiment of valuable social
conversations. Content Planning and scheduling will also
be focused on, as well as advertising on various social
media platforms.
• Participants will learn how to measure, analyze and
optimize their social media marketing campaigns.

11. Key Concepts
• Social Media Goals
• Setting Goals and Priorities
• Facebook Features
• Facebook Newsfeed
• Facebook Business Page
• Facebook Insights
• Twitter Features
• Twitter Engagement
• LinkedIn Setup & Profile
• LinkedIn Features
• LinkedIn Company page
• Google+ Setup
• Google+ Features
• Google+ Insights
• Google+ Analytics
• Google+ Brand Page
• YouTube Setup
• YouTube Channels
• YouTube Features
• Instagram
• Tumblr
• Blogging

12. Key Concepts
• Implementing Social
• Social Listening
• Content Planning
• Scheduling Tools
• Facebook Advertising
• LinkedIn Groups
• LinkedIn Advertising
• Twitter Advertising
• YouTube - Advanced
• Pinterest Advertising
• Instagram
• Snapchat
• Facebook Insights
• LinkedIn Analytics
• Twitter Analytics
• Google+ Insights
• YouTube Analytics
• Laws and Guidelines

13. Mobile Marketing
• This session will help participants to create and deliver effective
mobile marketing campaigns. The session will cover the concepts
and trends underpinning mobile marketing, and take an in-depth
look at SMS campaigns and mobile optimized websites.
• The course lecturer will explore the business justification behind
developing an app, and will explain the app development process.
QR codes and proximity marketing are discussed, as well as the
social media channels that are now an important feature within any
Mobile Marketing campaign.

14. Key Concepts
• Trends in Mobile
• Mobile Statistics
• Mobile Optimized Website
• Apps V Mobile Sites
• Site Development Process
• Mobile Apps
• Mobile Advertising Goals
• Mobile Ad Formats
• Rich Media Ad Units
• Mobile Advertising Campaign
Process
• Proximity Marketing
• QR Codes
• SMS Marketing
• SMS Campaign Process
• Mobile Analytics
• Emerging Trends
• Laws & Guidelines

15. Search Engine Optimization (SEO)
• This module will help participants to understand Search Engine Optimization (SEO)
and how the tactics underpinning SEO can help boost the organic search ranking
for a website on search engine results pages (SERPS).
• During the session, participants will explore keyword research and the process of
selecting suitable keywords for a website, as well as optimization of content on a
web page.
• Participants will learn how to create and include effective content and meta-tags
throughout a website. The session will also cover how websites are viewed and
processed by search engine spiders and how to speed up indexing.
• The session will cover off-page elements of optimization, including inbound linking
as well as techniques to boost a website’s inbound link popularity.

16. Key SEO concepts
• Search results and positioning
• Benefits of search position
• Stakeholders in search
• Mechanics of search
• On-page/ Off-page
optimization
• Customer insights
• Keyword research
• Keyword selection
• Content updates and layout
• Meta Tags
• Site Maps
• SEO Webmaster tools
• Ranking
• Inbound links and link building
• Laws and Guidelines

17. HTML/ CSS
• In this section the students will be able to better
understand the html pages, and website layout.

18. • Key Concepts
• Introduction to html
• HTML attributes, tag list
• HTML forms
• Introduction to CSS
• CSS properties
• CSS design

19. On-page SEO
• Keyword selection
• Content updates and layout
• Meta Tags
• Site Maps
• SEO Webmaster tools
• Ranking
• Inbound links and link building
• Laws and Guidelines

20. Analytics
• This Analytics module will help participants develop the skills to
administer effective analytics and reporting for your digital
marketing campaigns.
• The session will cover account setup and profiles, tracking code
insertion, and will also explore the key reports and features
available within Google Analytics for: traffic sources, content,
audience, technology and location.
• The course lecturer will review analytics reports and address key
analytics measurement concepts such as bounce rate, site speed,
goals, goal funnels and conversions.

21. Key Concepts
• Cookies
• Account Structure» User
Levels
• Account Setup
• Common Terms
• Reporting
• Audiences
• Acquisition
• Behavior
• Audience
• Conversions
• Attribution
• Customization
• Setting KPIs
• Laws and Guidelines

22. Reports
• Analytics
• Reporting Tools