Digital Marketing Fundamentals

Name: Digital Marketing Fundamentals
Rating: 4.7 (15 reviews)

An Introduction to Digital Marketing Concepts

Created byElia Kopreski

Last updated 12/2020

English

What you'll learn

Digital Marketing

Course content

1 section • 17 lectures • 2h 36m total length

Introduction to Concepts & Challenges of Digital Marketing14:27
In this lecture we explore introductory concepts and challenges of digital marketing.
We touch upon the digital marketing funnel, digital strategy, the parameters and technical framework, persona & audience building, objective setting and tangible vs. intangible benefits.
The Digital Customer Journey11:19
We explore the role of different channels with in the purchase/conversion funnel and the digital customer journey.
Basics of Search Engine Optimization13:15
In this lecture we review Google algorithms and the basics of SEO.
SEO Link Building9:41
In this lecture we touch upon the foundations of the Google search algorithm, editorial policy, link building, the role of social media and website architecture in SEO.
SE0 Keyword Research8:55
Why it is important to understand SEO keyword research when it also comes to PPC advertising.
SEO vs. PPC6:44
How to make the decision between putting your resources toward SEO vs. PPC
Who Is The Target Audience?0:56
Off Page SEO vs. On Page SEO0:58
Learn the differences between On-Page SEO and Off-Page SEO
Integrate With Other Marketing0:47
Integrating your digital marketing with other marketing is important in an omni-channel world
Landing Page Experience In A Mobile First World2:28
Understand why it is so important to have a responsively designed website.
Introduction to Google Ads & Microsoft Ads15:59
Learn about campaign structure, subtypes, and ad channels.
Ad Budgets & Bids14:37
Learn about the live auction in ppc and best practices on how to get digital ads to work for you.
Ad Copy9:46
Learn about all the parts of a SERP text ad.
Strategy Behind Ad Copy10:47
In this lecture we talk about the best techniques in writing ad copy and using persuasion tactics.
Conversion Rate Optimization9:28
In this lecture we introduce what goes into a conversion audit, high level concepts of conversion rate optimization for ROI & Benchmarking.
Conversion Rate Testing9:29
In this lecture we talk about testing ads and landing pages so that you can use data to help inform your creative and increase online conversions.
Introduction to Analytics16:59
In this lecture we cover the high-level concepts of Analytics

Requirements

Description

This Foundational Digital Marketing course is a fast paced class providing a solid foundation in the key concepts around digital marketing. Through hands-on exercises, demonstrations and examples, students will come away with an understanding of successful digital marketing strategies, the psychology of Search vs Display, Mobile vs Desktop, and web analytics. To supplement Pay-Per-Click (PPC) concepts, we will also explore concepts of search engine optimization (SEO).

Students will complete this class with a general understanding of ppc marketing tactics, tools and resources available.

Learn about the fundamentals of Digital Marketing with an introductory level to the following topics:

Concepts & Challenges of Digital Marketing

The Digital Customer Journey

Basics of Search Engine Optimization (SEO)

Intro to Search Engine Optimization (SEO) link building

Keyword Research (using multiple tools)

Search Engine Optimization (SEO) vs. Pay Per Click PPC text ads.

Landing Page Experience (UX)

Introduction to Google Ads & Microsoft Ads

Ad Budgets & Bids (Budgeting vs. Bidding)

Writing Ad Copy (headlines, descriptions, etc)

Conversion Rate Optimization (CRO)

Introduction to Analytics (Google Analytics basics)

Join your instructor Elia Kopreski on your journey to learning the fundamentals of Digital Marketing.

If you liked this course, look for future publications of her Intermediate & Advanced Digital Marketing Courses.

Who this course is for:

Beginner