Duration
5 days
Course Description
The Certified Digital Marketing Specialist (CDMS) course provides a comprehensive introduction to the core essentials of digital marketing (DM), which is delivered through various channels such as search engines, websites, social media, email and mobile. You will learn practical methods of how to harness the power of DM as the core driver of your company’s marketing strategy; how to apply successful marketing campaigns, measure outcomes and plan a marketing strategy. The course content is designed by industry experts with in-depth experience in digital marketing, strategy and planning.
Course Objectives
- Gain an in-depth understanding of the core essentials of DM and key channels of delivery, including search engines, websites, PPC, social media, email and mobile.
- Harness the power of DM for your company, business or startup
- Be an informed marketing manager or practitioner who can plan, optimize and finetune marketing strategies for your company/organization.
Main Course Topics
- Introduction to Digital Marketing
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM) and Pay Per Click Advertising (PPC)
- Display Advertising
- Email Marketing
- Social Media Marketing
- Analytics
- Strategy and Planning
- Mobile Marketing
Module 1: Strategy & Planning
- Create Your Ideal Customer Profile
- Marketing Funnel Mapping
- Marketing Campaign Mapping
- Digital Media Channel Mapping
- Marketing Objectives Mapping
ObjectiveThis module will provide you with the skills to create a formal digital marketing plan for your organisation, enabling you to work effectively with a digital agency or external contractors as required and establish an approach that will allow you to implement a successful digital marketing strategy.
OutcomeThis module will enable you to:
- How to define digital marketing objectives and KPIs and align them to organisational goals.
- How to develop an effective digital marketing strategy and achieve marketing objectives.
- How to select the right digital media channels that align with your organisation’s marketing objectives.
- How to conduct customer research using strategic frameworks.
Module 2: Search Engine Marketing
- Introduction to Google Search Ads
- Google Search Ads Quality Score Explained
- Choose Effective Campaign Goal & Bidding Strategy
- Keyword Research for Google Search Ads
- How to Create a Profitable Search Campaign
- Overview of Performance Metrics to Track the Success of Google Search Ads
ObjectiveThis module will give you essential skills to strategise, plan and manage a search engine marketing campaign.
OutcomeThis module will enable you to:
- Discover the right keywords to reach the right audience on Google Search Networks.
- Understand the Quality Score of Google search ads and ways to improve your score.
- Create effective search ads to convert maximum % of people while searching on Google.
- Learn how to track and measure the performance of Google search ads.
- Learn the best practices to improve Google search ads performance.
Module 3: Google Display Advertising
- Introduction to Google Display Ads
- Targeting Options for Google Display Ads Explained
- How to Create a Successful Google Display Campaign
- How to Create a Remarketing Campaign Using Google Display Ads
- Utilise Intent-based Audiences for Remarketing
- Overview of Performance Metrics to Track the Success of Google Display Ads
ObjectiveThe module will cover the core concepts associated with Google display advertising as well as key campaign aspects including ad formats, campaign setup and planning, target audience definition and publisher selection, as well as campaign administration, budgeting (including different pricing metrics), measurement and optimisation.
OutcomeThis module will enable you to:
- Create effective image and responsive ads to convert maximum percentage of people browsing online.
- Create effective remarketing campaigns for maximum ROI.
- Discover the right audiences to target on Google Display Network.
- Learn how to track and measure the performance of Google Display ads.
- Learn the best practices to improve the performance of Google Display ads.
Module 4: YouTube Advertising
- Introduction to YouTube Advertising
- YouTube Video Ad Formats Explained
- YouTube Advertising Campaign Objective
- Bidding Strategies for YouTube Ad Campaign
- YouTube Audience Targeting Options Explained
- Step-by-step Guide to Launch YouTube Video Advertising Campaign
- Overview of Performance Metrics to Track the Success of YouTube Ads
ObjectiveThis module will teach you how to target audiences, create the perfect video ad and set up campaigns that work.
OutcomeThis module will enable you to:
- Find your ideal customers on YouTube.
- Understand how to use YouTube’s A.I. and when to use it for your ad campaign.
- Create effective video-based ads to convert maximum % of people who YouTubing online.
- Learn how to track and measure the performance of YouTube ads.
- Diagnose and fix any campaign problems you may run into.
Module 5: Search Engine Optimisation
- Introduction to Search Engine Optimisation (SEO)
- The Role of Keyword Research in SEO
- How to Do SEO Keyword Research in 2020
- SEO-driven Content Strategy: Put Your Keyword Research into Action
- On-Page & Technical SEO Ranking Factors in 2020
- Overview of Performance Metrics to Track the Success of SEO Campaigns
ObjectiveThe SEO module will teach you about how to leverage key techniques to improve your website’s organic ranking on search engine results pages (SERPS) to drive more relevant and quality traffic.
OutcomeThis module will enable you to:
- Discover how Google search engine ranks results, including on-page elements, site architecture and more.
- Discover how to optimise site structure, links and content to increase the likelihood of ranking for relevant search queries.
- Learn how to avoid manipulative SEO tactics that can cause Google penalties and ranking drops.
- Learn how to improve user experience and site visibility particularly for mobile.
- Discover how to use tools to improve your website’s on-page ranking factors, linking structure, keyword targets and competitive positioning.
- Learn how to measure the ROI of your SEO campaigns.
Module 6: Email Marketing
- Introduction to Email Marketing
- Different Email Types Explained
- Email List Building Best Practices for 2020
- Introduction to Email Deliverability
- Email Designs Best Practices for 2020
- Email Analytics: Metrics & KPIs to Track
- Best Practices to Improve Email Open Rates
- Introduction to Email Marketing Automation
- Using Data to Drive Email Marketing Relevance and Results
ObjectiveThis module will teach you about a number of techniques which should be employed for effective email marketing and pitfalls to avoid.
OutcomeThis module will enable you to:
- Learn the importance of email marketing and how to build an effective email marketing strategy.
- Learn the best practices to craft high performing email for better deliverability, open and click-through rates.
- Learn how to analyse the performance of your email campaigns.
- Discover high-yield strategies and best practices to optimise your email delivery process.
Module 7: Facebook and Instagram Advertising
- Introduction to Facebook Ads Ecosystem
- How to Find Your Ideal Customers on Facebook & Instagram
- How to Choose the Right Ad Placement for Your Ads
- How to Choose the Right Ad Objective for Your Ads
- How to Choose the Right Ad Format for Your Ads
- How to Structure Your Facebook Ad Account for Success
- Master the Facebook Pixel in 2020 and Beyond
- How to Create Profitable Facebook and Instagram Ads in 2020
- Analysing and Troubleshooting Your Facebook Ad Campaign
ObjectiveThis module will give you essential skills to strategise, plan and manage Facebook and Instagram ad campaigns.
OutcomeThis module will enable you to:
- Find your ideal customers on Facebook platform.
- Create Instagram and Facebook ad campaigns that send high-quality traffic to your sites to convert to leads and sales.
- Learn how to track and measure the performance of your Facebook and Instagram ads.
- Understand how to use Facebook A.I. and when to use it for your ad campaigns.
- Diagnose and fix any campaign problems you may run into.
Module 8: Google Analytics
- Getting Started with Google Analytics
- Understanding Dashboard – Audience, Advertising, Traffic Source, Content & Conversions
- Setting up Marketing Objectives and Conversion Goal
- Integrating Your Google Analytics with Google Ads Campaigns and More
- Track the ROI of Your SEO Campaigns
- Track the ROI of Your Social Media Ads
- Track the ROI of Your Google Ads
ObjectiveThis module will teach you how to use Google Analytics data, so you can make better marketing, and strategy decisions.
OutcomeThis module will enable you to:
- Learn the basics of Google Analytics, including how to navigate the interface, read data with confidence and produce meaningful reports..
- Discover who your visitors are and where they’re coming from, so you can focus on getting more of them.
- Understand what actions your visitors take on the site and what the results of those actions are, so that you can optimise your site for higher conversion rates.
- Understand how to analyse the data, understand the insights, and develop a strategy to improve marketing based on your Google Analytics findings.
Programme scope, delivery arrangements and suitability are confirmed during enquiry.