Welcome to the International Institute of Digital Marketing™ | Lecture 1 Description:

International Institute of Digital Marketing ™ is an impact non-profit certifying body representing more than 20,000 influential brands, we help our members become more effective digital marketers, build stronger brands, and drive industry and societal change through our CMO-endorsed Growth Agenda. Digital Marketing is something that’s all around us, yet there has been no solid foundation for marketing in many, many years. In the news, there are blunders again and again by companies, failing some of the core aspects of modern marketing. Because of this, the need for a solid, stable foundation for marketing in the modern world is needed - a foundation with the ability to be built upon and developed with time.

This is a hybrid course, which means it is a more hands-on experience than you would find in most online courses. Each lecture will include lecture notes, activities, and resources that will serve as your guideline on how to successfully complete the lecture.

This course consists of;

• 11 Lecture Videos

• 2 Downloadable Resources

  1. Lecture Descriptions

  2. IIDM™ Profile Banner

• A total of 11 Lectures

• 11 Assignments to be submitted to IIDM™

• 3 Quizzes

• 20 External Resources

• Create and schedule 3 Social Media graphics per week using Canva Pro and Heropost.

• Create a Digital Marketing Strategy plan for any Business or Industry.

DURATION: Please note, this course is designed as a 1-month course, but students may choose to complete it in a shorter time frame. All students must complete all assignments, quizzes, and lectures.

Now let's get started. Below are the materials that you will be using throughout the course:

1. IIDM Client

You will be assigned as a Content Marketing Analyst to an IIDM client. Throughout your training, you will focus on digital marketing for this particular country, doing research on digital marketing trends in that country, creating content, and posting on social media.

You can find more details about the project in the Google Drive folder labeled "1. Project: IIDM [Country]", e.g. 1. Project: IIDM France. The folder consists of a document where you can read the description of the project, and we have also added the Social Media account's links.

2. Content Planner

We will share a content planning Google document with you. In section 2, assignment 3 you will use this content planner to map out your content for the duration of the training.

3. Google Drive Folder

You will receive access to a Google drive folder where you will upload all of the content you create throughout the course.

4. Logins to Tools

You will have access to all our paid tools to give you the hands-on experience we promised. This includes Canva Pro and Heropost Automation Tool.

5. IIDM Creative folder

We will share with you a folder of some of the content our team has created with Canva. You will use this folder to get to know our automation tool and draw inspiration when creating your own graphics.

6. Branding book

Branding is essential when it comes to creating customer loyalty, and therefore it needs to be consistent. We will share with you our branding book which will provide you with all the guidelines you need to be aware of when creating graphics.

Activity 1:

In order to successfully complete this course, it is important to read all the lecture descriptions, watch all the videos, look at all external resources, and complete all quizzes, and assignments.

To complete this lecture, watch video 1; Welcome to the International Institute of Digital Marketing™

Resources summary:

The resources we have provided for this lecture include:

• Lecture Descriptions 1-11

• IIDM Course Instructions

• The link to the International Institute of Digital Marketing™ website.

• The link to the Marketing Strategy Master™ landing page.

• The link to our Learning Leaf, outlining all the courses provided by the International Institute of Digital Marketing™

• 
  

We are very excited to have you on board!

Marketing Strategy Master™ Lecture 2 Description:

Is your organization calling for mastery of the Digital Marketing basics? Do you and yourself needing to know the grab-and-go’s of marketing in the digital world? The Marketing Strategy Master sub-course goes over each of the essential foundational concepts of marketing digitally, including marketing on social media, utilizing data and analytics, and strategies to use with digital marketing

• The Licensed Digital Marketing Master™ is an extensive, in-depth course that takes you through all the basics, helps you explore the buyer journey, and stays rooted in practice, keeping goals clear and attainable through perseverance and intelligent design. This includes;

  • Content Marketing Master ™ Learn the basics of content marketing through real-world examples and practice with multiple different content types. How to utilize email for marketing and how to create powerful, engaging, and aesthetically pleasing email content. What content is and understanding its use cases in different contexts.

  • Marketing Strategy Master ™ Learn the basics for Key Social Platforms for Digital Marketing, helping to build your brand through exposure on multiple platforms. Growing an online presence with familiarity and communication. Growing and Engaging an Audience, whether niche or widespread, and gaining affection and loyalty.

  • Paid Marketing Master ™ Find your audience using the right media channel. Win hearts and minds and make your followers grow and grow and grow. Make your website visible to more humans thanks to Search Engine Optimization (SEO) techniques. Drive the right traffic to your website through smarter Pay-Per-Click (PPC) advertising. Create compelling digital display campaigns

• Our Immersion Trainers will be dividing you into a team, and assign your team to one of the clients IIDM™ represents. You and your team will work together to implement what you learn to this client.

Activity 2:

To complete this lecture, watch video 2. Training overview.

Resources Summary:

• Marketing Strategy Master™ Youtube video

Marketing Strategy Master™ Lecture 3 Description:

The Marketing Strategy Master™ subcourse offers you hands-on experience like no other. Becoming part of our team, and earning through our affiliate program is a big part of that. You will not only be learning about Strategic Marketing but also get to experience what it's like to work in the industry.

In the video above we show you how to become part of the team, by registering your profile on our website.

• Your profile on IIDM™ will automatically be converted to a student account.

• We will use this account to award your certificate.

Activity 3:

1. Watch video 3. Register your Profile on IIDM™ Website

2. Register your profile on our IIDM™ Website and follow the steps provided in the video above. (AS DEMONSTRATED IN LECTURE 3 VIDEO)

   • Find the link to the Trainer Account sign up here: https://thedigitalmarketinginstitute.org/registertrainer

   • Apply for Trainer Account and fill in your personal information

   • Upload the Profile Banner in the resources section

Resources Summary:

• Profile banner you will need to create your profile on IIDM's website.

• Link to the registration landing page.

Marketing Strategy Master™ Lecture 4 Description:

As a successful Affiliate Marketer, you need to understand what it is, how to get started, and how to earn money from various channels. Anyone who has an online presence and the ability to drive traffic can earn money with affiliate marketing by promoting other people's products.

We provide you with the option to become an Affiliate with IIDM™

• What Is Affiliate Marketing?
  Affiliate marketing is a performance-based advertising method where businesses pay a commission on conversions to an affiliate. Essentially, an affiliate earns money by promoting and selling other people's products. The good news is as an Affiliate Marketer you do not need to hold any stock, fulfill orders, or deal with customer services. Your sales are tracked via affiliate links to enable commissions to be calculated.
  
  

• Why Affiliate Marketing?

  1. You're only acting as a referrer to other businesses, so you won't have to handle customer service.

  2. You can earn money with affiliate marketing from anywhere. All you need is an internet connection and a computer

  3. Great opportunity to earn passive income.

  4. It's very easy to get started and the startup costs for an affiliate business are low

• How Does Affiliate Marketing Work?
  Affiliate marketing works as a collaboration between a merchant and its affiliates. The merchant is the business that is selling the product or service and who the customer hands the money to and you the affiliate who promotes the business's content to their audience to drive customers and is paid a commission upon a successful sale or leads.
  
  

• How Affiliates Promote Products and Services
  In most cases, marketers and entrepreneurs will choose a specific niche and develop a full marketing strategy to earn traffic to promote. Also, bloggers and influencers can use affiliate marketing as a way to monetize a channel or audience that they've already built up.

Activity 4:

1. Watch video 4. Become an Affiliate with IIDM™

2. Register as an Affiliate with IIDM™ (Optional)

   • Sign in to the account you created in lecture 3

   • Go to your Account

   • Click on Profile

   • Check box that says: Is Affiliate

   • Click on Submit

Resources Summary:

• Youtube video on Affiliate Marketing

Marketing Strategy Master™ Lecture 5 Description:

International Institute Of Digital Marketing™ offers a master track with three sub-courses; Content Marketing Master™, Marketing Strategy Master™, and Paid Marketing Master™. The first subcourse you will complete covers the Marketing Strategy Master™.

Marketing Strategy Master™
The Marketing Strategy Master™ sub-course goes over each of the essential foundational concepts of marketing digitally, including marketing on social media, utilizing data and analytics, and strategies to use with digital marketing

We will teach you;

• Basics for Key Social Platforms for Digital Marketing

• Build your brand through exposure on multiple platforms

• Growing an online presence with familiarity and communication

• Growing and Engaging an Audience whether niche or widespread, and gaining affection and loyalty

• Benefits of Social Media Marketing

• Social Media Marketer Responsibilities

• Influential Social Media Platforms

• How to Develop Marketing Goals

• Customer Personas

• Key Terminology

• Community Techniques and Best Practices

In this training, YOU are the Digital Marketing Analyst of your client. You will be working on a real-life project.

This means you will be:

• Posting Content for one month

• Learn how to Identify Your Audience

• Create your very first Digital Marketing Strategy Plan

• And more.

Keep in mind: Throughout this whole training, you will create YOUR portfolio which will represent your work and effort and which you can use for your future employer or own business.

Activity 5:

1. Watch Video 5. Outlines and Objectives

Resources Summary:

• Link to Licensed Digital Marketing Master™ track YouTube video

Marketing Strategy Master™ Lecture 6 Description:

What you will learn in this course includes:

• What is digital marketing?

• Why digital marketing is important?

• Marketing Strategy

• Social Media Marketing

• Marketing Automation

With how accessible the internet is today, would you believe us if we told you the number of people who go online every day is still increasing? It is.

In fact, "constant" internet usage among adults increased by 5% in just the last three years, according to Pew Research. And although we say it a lot, the way people shop and buy really has changed along with it meaning offline marketing isn't as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means you need to meet them where they are already spending time: on the internet.

What is digital marketing?

Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

• You’re using the Internet to distribute your marketing materials.

• You’re promoting a particular product or service.

• People consume your marketing materials via digital devices.

Why digital marketing is important?

Digital marketing helps you reach a larger audience than you could through traditional methods, and target the prospects who are most likely to buy your product or service. Additionally, it's often more cost-effective than traditional advertising and enables you to measure success on a daily basis and pivot as you see fit.

There are a few major benefits to digital marketing.

It is Cheap and ALL YOU NEED IS INTERNET.

Digital marketing enables you to track campaigns on a daily basis and decrease the amount of money you're spending on a certain channel if it isn't demonstrating high ROI. The same can't be said for traditional forms of advertising. It doesn't matter how your billboard performs — it still costs the same, whether or not it converts for you.

YOU CAN MEASURE IT.

Digital marketing can give you a comprehensive, start-to-finish view of all the metrics that might matter to your company — including impressions, shares, views, clicks, and time on page. This is one of the biggest benefits of digital marketing. While traditional advertising can be useful for certain goals, its biggest limitation is measurability.

THE WORLD IS YOUR LIMIT

If you work for a small business, it's likely difficult for you to compete with the major brands in your industry, many of which have millions of dollars to invest in television commercials or nationwide campaigns. Fortunately, there are plenty of opportunities to outrank the big players through strategic digital marketing initiatives.

So here are the types of Digital Marketing:

1. Search Engine Optimization (SEO)

2. Content Marketing

3. Social Media Marketing

4. Pay Per Click (PPC)

5. Affiliate Marketing

6. Native Advertising

7. Marketing Automation

8. Email Marketing

9. Online PR

10. Inbound Marketing

11. Sponsored Content

Search Engine Optimization (SEO)

This is the process of optimizing your website to "rank" higher in search engine results pages, thereby increasing the amount of organic (or free) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.

There are a number of ways to approach SEO in order to generate qualified traffic to your website. These include:

• On-page SEO

• Off-page SEO

• Technical SEO

Content Marketing

This term denotes the creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, and customers. The channels that can play a part in your content marketing strategy include:

• Blog posts

• eBook and white papers

• Infographics

Social Media Marketing

This practice promotes your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business. The channels you can use in social media marketing include:

• Facebook

• Twitter

• LinkedIn

• Instagram

• Snapchat

• Pinterest

Pay per Click (PPC)

PPC is a method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Ads, which allows you to pay for top slots on Google's search engine results pages at a price "per click" of the links you place.

Affiliate Marketing

This is a type of performance-based advertising where you receive a commission for promoting someone else's products or services on your website. Affiliate marketing channels include:

Marketing Automation

Marketing automation refers to the software that serves to automate your basic marketing operations. Many marketing departments can automate repetitive tasks they would otherwise do manually, such as:

• Email newsletters

• Social media post scheduling

• Lead-nurturing workflows

• Campaign tracking and reporting

Email Marketing

Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts, and events, as well as to direct people toward the business's website.

Online PR

Online PR is the practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It's much like traditional PR, but in the online space.

Inbound Marketing

Inbound marketing refers to a marketing methodology wherein you attract, engage, and delight customers at every stage of the buyer's journey. You can use every digital marketing tactic listed above, throughout an inbound marketing strategy, to create a customer experience that works with the customer, not against them.

Sponsored Content

With sponsored content, you as a brand pay another company or entity to create and promote content that discusses your brand or service in some way.

One popular type of sponsored content is influencer marketing. With this type of sponsored content, a brand sponsors an influencer in its industry to publish posts or videos related to the company on social media.

There you go this is Digital Marketing in a nutshell.

Activity 6:

1. Watch video 6. Introduction to Digital Marketing

2. Make sure you complete lecture 3 and 4 before moving on to Assignment 1.

Resources Summary:

• YouTube video on Digital Marketing trends in 2021