Basics of Digital Marketing for All (edX)

Digital marketing (internet marketing) refers to advertising delivered through digital channels such as social media, email, websites, search engines and mobile applications. In short, it is referred to all forms of online marketing activities. Marketing has always been about connecting with the prospects at correct time and place. In the world we are living in today, it means that we need to meet our potential clients where they already are, which is predominantly online.

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This course will help Marketing Professionals, Students, Entrepreneurs, Freelancers and Influencers to understand the basics of Digital Marketing. It would help them to unlock the power of digital and provide strategic vision to their organization or boost their own business.

The course would help in building strong personal brand image by leveraging the various tools available in Digital Marketing like SEO, SEM, Social Media, Email marketing and Web Analytics.

What you'll learn

- An Overview of Digital Marketing Tools

- Search Engine Optimization (SEO) & Search Engine Marketing (SEM)

- Social Media Marketing & Content Strategy

- Email Marketing & Web Analytics

Syllabus

Module 1: Introduction to Digital Marketing

1.1 Demystify Digital Marketing

What is Digital Marketing?

Difference between traditional marketing and digital marketing

Importance of digital marketing

1.2 Digital Marketing Tools to expand business

Trends and scenario of the industry

Mobile Marketing - Apps and Promotions

How can digital marketing be the ultimate tool for success for businesses?

1.3 Make a Website using WordPress

How to make WordPress site without coding

How to incorporate design and other elements into the website

Module 2: SEM & SEO

2.1 Introduction to SEM & SEO

Functionality of Search Engines

What is Search Engine Marketing?

The Schema of SEM & SEO

Key Components of Search Engine Marketing

2.2 Paid Advertising (SEM)

PPC (Pay per Click)

PPI (Pay per Impression)

Paid Ad Display Marketing

2.3 Search Engine Optimization (SEO)

The need of SEO

The components of SEO

The techniques and tools

Process updates and Changes

2.4 SEO Analytics & Comparisons

Results Tracking and Measuring Techniques

Integration of SEO with other Channels

Slip-ups in SEM & SEO

Selection of best strategy & Benchmarking

Conclusion

Module 3: Social Media Marketing & Content Strategy

3.1 Introduction

Social Media & Social Media Marketing

Categories of Social Media

Social Networking

3.2 Omni Channel Marketing - Use of Different Social Media Platforms

Omni Channel & Omni Channel Marketing

Benefits of Omni Channel

How to leverage Omnichannel Marketing?

3.3 Blogging

Need of Blog for Social Media Marketing

How to Use a Blog to Promote Business?

3.4 Content Creation

What is Social Media Content Creation?

Content Marketing Tools

Video Creation & Sharing

3.5 Facebook Marketing

3.6 Instagram and Influencer Marketing

Module 4: Email Marketing & Web Analytics

4.1 Introduction to email marketing

What is email marketing?

Types of marketing emails

Advantages of email marketing

4.2 Email Marketing Platforms

What is a email marketing platform?

Services provided by email marketing platforms

4.3 Creation of Marketing emails

Various steps in creating marketing emails

Forms in email marketing

4.4 Tracking of marketing emails

What is email tracking?

How does tracking work?

Email tracking metrics

Advantages of email tracking

4.5 Web Analytics

What is web analytics?

Web analytics tools

Web metrics

Audience Reports

Using Google Adwords