Digital marketing is the promotion of products or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time. Digital marketing activities are search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, optical disks and games, and any other form of digital media. It also extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback and on-hold mobile ringtones

 

Duration: 3 months and 6 months (Thrice a week classes for 2 hours)

Contents of Curriculum

Overview of Digital Marketing

  • Difference Between marketing and digital marketing
  • Understand the process of Marketing and Digital Marketing

On page optimization

  • On page SEO
  • Keyword Research With Google Keyword Planner
  • Domain Selection & URL Structuring
  • Keyword Density, Spamming Stuffing
  • LSI (Latent Semantic Indexing)
  • Image Optimization Head Section Optimization
  • Meta Tag Optimization
  • Redirection Tags
  • SEO Friendly Content Writing
  • Video Marketing
  • Robots File Creation
  • Sitemap Creation & Submission (HTML and XML)
  • Website Tracking Tools (Google Analytics, Google Webmaster Tools)

Search Engine Optimization

  • What is Search Engine Optimization (SEO)
  • What are search engines and their functions
  • Analyse traffic and keywords etc.

Google Analytics

  • Introduction to Google analytics
  • How Google analytics work
  • Understand Google analytics account structure
  • Understand Gooogle analytics insights
  • Understand cookie tracking
  • Types of cookie tracking used by Google analytics
  • How to set up analytics account
  • How to add analytics code in website
  • Understanding of goals and conversion
  • Understanding of different types of goals
  • Understanding of bounce & bounce rate
  • Difference between exit rate & bounce rate and how to reduce bounce rate
  • How to setup goals
  • Importance of funnels
  • How to integrate adwords and analytics account
  • Benefits of integrating adwords & analytics
  • Evaluate performance of marketing campaigns via Google analytics
  • Understanding of filters & segments
  • How to set up filters & segments
  • How to view customized reports
  • Monitoring traffic sources
  • Monitoring traffic behavior
  • Taking corrective actions if required

Mobile Web Marketing

  • Understanding Mobile Devices
  • Mobile Marketing and Social Media
  • Mobile Marketing Measurement and Analytics
  • Fundamentals of Mobile marketing
  • App Store optimization
  • Develop mobile website through wordpress
  • Advertising on mobile (App & Web)
  • Target ads on Apps  – Target via location
  • Target ads on search engine
  • Content Marketing on mobile
  • Mobile strategy-segmentations option targeting and difference
  • SMS marketing

Online Reputation Management (ORM)

  • What is an online reputation management
  • Need of an online reputation management
  • Understand ORM scenario
  • How to deal with criticism online
  • Ways to build positive brand image online
  • Understand tools for monitoring online reputation
  • How to overcome negative online reputation

Website Creation

  • Basic Knowledge of Internet, websites, domain, web server, web hosting etc.
  • Plan & design of web site
  • HTML Basic
  • About CMS and creation of website in WordPress
  • Domain Booking
  • Server & Hosting
  • Live Project

Off page optimization

  • What is off page SEO?
  • Importance of off page SEO
  • What are Backlinks?
  • Backlinks Creation Methods
  • Difference Between Do Follow and No Follow Backlinks
  • What is Google Page Rank
  • How to Increase Google Page Rank
  • Web Directory Submissions
  • Social Bookmarking
  • Article writing & Submission
  • Press Release writing & Submission
  • Comment Blogging
  • Classifieds Posting
  • Forum Posting
  • Link Exchange  – One way, two way and three way
  • Search Engine Submissions
  • RSS Feeds

Local SEO

  • Google Business Listing (Google Maps)

PPC Advertising (Google Adwords)

  • Understanding of organic search results
  • Introduction to Google adwords & PPC advertising
  • Overview of Microsoft Adcenter (Bing & Yahoo)
  • Set up of Google adwords account
  • Adwords account structure
  • Campaigns, Adgroups, Ads, Keywords, etc.
  • Types of Advertising campaigns-Search, Display, Video campaigns
  • Difference between search & display campaigns
  • How does adwords rank ads
  • Adwords algorithm (adrank)
  • What is quality score
  • Why quality score is important
  • What is CTR?
  • Why CTR is important
  • Understanding bids
  • Advanced level bid strategies
  • Enhanced CPC
  • What are flexible bidding strategies
  • Understanding ad-extensions
  • Types of ad-extensions
  • Adding ad-extensions in our Campaign
  • Creation of ad groups
  • How to Find out relevant ad groups options using tool
  • Creation of ad groups using tool
  • Find relevant keywords
  • Adding keywords in ad-group using keyword planner tool
  • Types of keywords Board, Phrase, Exact, Synonym & Negative
  • Development of ads
  • Understanding of ad metrics Display & destination URL
  • How to write a compelling ad copy
  • What is conversion tracking Why is it important
  • How to set up conversion tracking
  • Addition of tracking code in your website
  • Checking of conversion stats
  • Optimizing Search Campaigns
  • Remarketing
  • GOOGLE ADWORD CERTIFICATION

Social Media Marketing

  • What is social media
  • Understand the existing social media paradigms & psychology
  • How social media marketing is different than others

Facebook Marketing

  • Facebook marketing
  • Creation of Facebook Page
  • Enhance fans on a fan page
  • How to do marketing on fan page (with examples)
  • Fan engagement
  • Important apps to do fan page marketing
  • Facebook Advertising
  • Types of Facebook advertising
  • Best practices for Facebook advertising
  • Creation of Facebook advertising campaign
  • Targeting of Audience in the ad campaign
  • Payment module-CPC vs CPM-CPA
  • Set up conversion tracking
  • Using the power editor tool for adv.

Linkedin Marketing

  • What is Linkedin
  • Understand the concept of Linkedin
  • Company profile vs Individual Profiles
  • Linkedin Groups
  • Company Pages
  • How to Manage Linkedin groups
  • How to do marketing on Linkedin groups
  • Linkedin Advertising
  • Increase ROI from Linkedin Ads
  • Linkedin Publishing

Twitter Advertising

  • Introduction of twitter
  • Tools to listen & measure influence on Twitter: Tweetdeck, Klout, PeerIndex
  • How to do marketing on Twitter
  • Black hat techniques of Twitter Marketing
  • Advertising on Twitter
  • Creation of Campaigns
  • Types of Ads
  • Tools of Twitter Marketing

 

Video Marketing

  • What is Video Campaigns
  • Development of video campaign
  • Importance, Need and advantages of Video marketing
  • Use of you tube for Business
  • Development of you tube video for Marketing strategy
  • Get traffic through you tube channel/video to your website
  • Creation of video adgroup
  • Target option
  • Understanding bid strategies

Adsense & Blogging

  • What is Adsense
  • How to get approved for Adsense
  • Tricks to get Adsense approval by Google
  • Use of adsense account interface Placing ads on blog
  • Creating blogs on Free theme
  • What is Blogging
  • How to Blog
  • What is WordPress
  • How to Create with WordPress
  • WordPress Themes and Plugins

Affiliates

  • What is Affiliates
  • How to join and Earn with Affiliates
  • Top Indian and Worldwide Bloggers
  • How to Earn Money with Blogging

Ecommerce Marketing

  • What is Ecommerce
  • Top Ecommerce Website around the world
  • Ecommerce scenario in India
  • How to do SEO of an Ecommerce website
  • What is the need of solid Ecommerce marketing strategy
  • Formulation of right Ecommerce marketing strategy
  • Ecommerce business
  • Case studies on Ecommerce websites