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This course contains overview of Digital Marketing and is based on the SMstudy® Guide. It has 28 high quality videos on Digital marketing including a brief about a brief history of Digital Marketing. Upon completion of this course, students can get free 'SMstudy® Certified Digital Marketing Associate' certification from www(dot)smstudy(dot)com. The course also touches upon the benefits of SMstudy® Guide. The SMstudy® Guide is developed by VMEdu, Inc., a global certification course provider that has educated over 400,000 students world-wide in more than 3,500 companies. It explains Sales and Marketing concepts through a practical, process-oriented approach. The course includes all marketing activities that use electronic devices connected to the internet to engage with customers (e.g., computers, tablets, smartphones). This includes activities related to creating and managing effective websites and mobile apps as well as promoting a company’s products and brand through various online channels that help meet Marketing objectives. Some of the tools pertaining to Digital Marketing include Search Engine Optimization, Search Engine Marketing, Social Media Marketing, and Email Marketing. This Aspect also demonstrates how an effective Digital Marketing Strategy can act as a force multiplier for the other Sales and Marketing Aspects. The course can be taken by professionals and students interested in gaining a basic understanding of Digital Marketing. The many authors, advisers, and reviewers of the course have worked in numerous Sales and Marketing areas and geographic regions across a variety of industries. Thus, insights provided by them make this course industry independent. The course defines Digital Marketing in terms of processes that comprise a series of actions that leads to a particular result. Each process requires specific inputs and then uses tools to create specific outputs.
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|Section 1: Introduction|
|A Guide to the SMstudy® Sales and Marketing Body of Knowledge (SMBOK® Guide), also referred to as the “SMstudy® Guide,” is a series of books that provide guidelines for the Sales and Marketing of products and services. It offers a comprehensive framework that can be used to effectively manage Sales and Marketing efforts in any organization.|
|Section 2: How to Use the SMstudy® Guide?|
|The SMstudy®Guide can be used as a reference and knowledge guide by experienced Sales and Marketing practitioners, as well as by persons with little prior knowledge or experience in Sales or Marketing roles. Because the SMstudy® Guide offers a comprehensive Sales and Marketing framework, many will find value in using this resource to guide decision making and planning across all facets of Sales and Marketing.|
|The certifications related to the SMstudy®Guide are managed by SMstudy.com. There are four levels of certifications namely associate level, professional level, specialist level and expert level.|
|Section 3: Why Use the SMstudy® Guide?|
|Some of the key benefits of using the SMstudy®Guide are consolidated expertise, process-oriented approach, applicable to all industries, applicable to companies of all sizes, comprehensive, applicable to beginners and experts, alignment with job roles, and continuous improvement.|
|Section 4: A Brief History of Digital Marketing|
Sales and Marketing has evolved significantly over time, starting over 1000 years ago with the simple barter system and spanning several centuries, adapting to changes in consumer behavior, modes of communication, and advancements in technology, in order to become the multifaceted, multimedia discipline that it is today.
|Today, consumers have multiple ways of searching, learning about, and purchasing various products and services, and e-commerce technology has offered the convenience of secure and instant transactions. At the same time, however, consumers are bombarded with messages from many sources, making it sometimes difficult to sift through the volume of marketing information.|
|The growing popularity of the Internet, smartphones, and digital media provides opportunities for a company to not only use fragmented new-age marketing effectively to promote existing products, but also to come up with innovative business models where product demo, customer acquisition, and order fulfillment can also take place online.|
|It is important for us to note that the fact that we are in the twenty-first century does not make all the earlier avenues of Sales and Marketing obsolete. Some companies marketing consumer goods continue to spend a significant proportion of their marketing budget on conventional mass media marketing.|
|Section 5: Corporate Strategy and its Relationship to Sales and Marketing|
|Corporate Strategy is the overall direction of the company as defined by senior management. Corporate strategy takes into consideration an assessment of the existing capabilities of the company and external opportunities and threats. Corporate Strategy usually coincides with the immediate future fiscal period or it could be developed with a longer-term view.|
|Section 6: Aspects of Sales and Marketing|
|The SMstudy®Guide describes six Aspects of Sales and Marketing - Marketing Strategy, Marketing Research, Digital Marketing, Corporate Strategy, Branding and Advertising, and Retail Marketing. Since the SMstudy®Guide is geared towards Sales and Marketing professionals or those who desire to work in this field, the six Aspects are based on the six most common and often distinct career fields related to Sales and Marketing.|
|Section 7: Levels of Sales and Marketing Strategy|
|The Corporate Marketing Strategy, which is a component of the overall Corporate Strategy, is further divided into various Business Unit or Geographic Strategies, which in turn is further divided into particular Product or Brand Strategies for each product or brand.|
|Section 8: Digital Marketing Overview|
|Digital Marketingis one of several Aspects of Marketingdiscussed in the SMstudy® Guide series. Other Aspects discussed in this series include Marketing Research(MR), Corporate Sales(CS), Branding and Advertising(BA), and Retail Marketing(RM). The strategies for each of the Aspects of Marketing are derived from the outputs of the Marketing Strategy(MS), which are described in the SMstudy® Guide series on Marketing Strategy.|
|When creating an online presence, one of the initial steps is to determine the targets as defined by the Marketing Strategy and then explore the various digital marketing channels available to achieve those targets. Companies typically market their products or services to targeted audiences that differ in demographics such as age, geography, and income. Implementing digital marketing tactics allows a company to target very specific audiences and measure each tactic effectively.|
|Throughout this chapter, we will look at how organizations go about building their presence on digital channels—namely websites, mobile apps and sites, and social media sites. Organizations develop their digital marketing channels based on market research, expert feedback, and case studies that provide insights into the successes and failures of competitors in addressing the same target segments.|
|Once the digital marketing team, along with the technical team, has created the website, mobile site and mobile app, and has established a social media presence, the next step is to optimize each of these channels for reach, relationship, and reputation.|
|The previous chapter dealt with how a company can optimize its website for reach, relationship, and reputation so that it can reap maximum benefits from this digital marketing channel. This chapter looks at optimizing another digital marketing channel—the mobile channel.|
Previous chapters have discussed the optimization of the company’s website, mobile site, and mobile app for reach, relationship, and reputation. This section discusses the optimization of the company’s social media channel. A variety of tools and techniques can be used to maximize reach, relationship, and reputation in the social media space.
|Digital Marketingis a vast and constantly changing marketing channel. The challenge for most digital marketers is not only to stay abreast of what their competitors are doing, but also to remain aware of advancements in technology and of changes in consumer use of technology. As new technology is introduced and old technology becomes obsolete, marketers must adapt to changing trends in the market, technology, and consumer behavior in order to be successful in their digital marketing efforts.|
|Section 9: Understand and Evaluate Digital Marketing Channels|
|When creating an online presence, one of the initial steps is to determine the targets as defined by the Marketing Strategy and then explore the various digital marketing channels available to achieve those targets. Companies typically market their products or services to targeted audiences that differ in demographics such as age, geography, and income.|
|Section 10: Understand Available DM Channels|
|This process involves exploring the various digital marketing channels that an organization can use to stay in touch with customers and potential customers in an effort to achieve corporate objectives. The marketing team analyzes the Internet behavior patterns of its target audience and identifies all possible media that are used by consumers online.|
|The overall Marketing Strategyof the organization plays a key role in defining the targets that the Digital Marketing Strategy must achieve. Seeking senior management guidance when defining the Digital Marketing Strategy is important to initiate digital marketing efforts and achieve the desired strategic objectives.|
|Section 11: Understand Available DM Channels - Tools|
|The digital marketing team meets to identify who its target audience is, where they spend their time online, and what their needs and requirements are, as well as to decide on the best possible channels to reach out to that audience. Companies increasingly make use of social interaction sites to monitor brand perception in the minds of consumers and to interact with consumers to understand their needs and requirements.|
Social mediarefers to all channels where people and customers are able to interact with each other via digital media that are public or accessible to multiple users. There are a number of social media websites, each of which has created its own model for enabling people to communicate with each other.
|Section 12: Understand Available DM Channels - Outputs|
|As an output of this process, the digital marketing team is expected to gather a comprehensive understanding of the various digital marketing channels it can utilize to reach prospective customers. The understanding of the channels should be recorded or documented to provide valuable insights while creating the digital marketing roadmap for the company.|
|Section 13: Evaluate DM Channels|
|This process involves evaluating various digital marketing channels to determine their relevance to and effectiveness for achieving the performance targets for Digital Marketing. Given the wide variety and large number of options available to a company to utilize Digital Marketing it is not an easy process to determine the best options. The SMstudy® Digital Marketing Evaluation and Improvement Tool, described in detail in this process, helps companies overcome this difficulty.|
|This is an output of the Understand Available DM Channels process. Having an in-depth understanding of the various digital marketing channels is essential to evaluate how effective each of them may be in promoting a company’s product, brand, or service. A company must understand the limitations and capabilities of each channel as well as the situations in which a channel is most effective.|
|The SMstudy® Digital Marketing Evaluation and Improvement Tool is used to evaluate the suitability and effectiveness of various digital marketing channels for achieving the overall performance targets as defined in the Marketing Strategyfor a product or brand.|
|Channels that are evaluated as most effective for achieving the overall targets for Digital Marketing are clearly identified. Targets, budget and usage needs to be outlined for each of the determined channels.|
SMstudy has been created by VMEdu, Inc., a global certification course provider that has educated over 400,000 students world-wide in more than 3,500 companies. SMstudy's certification training is provided through its 500+ Authorized Training Partners (A.T.P.s) across the globe. The SMstudy courses explain Sales and Marketing concepts through a practical, process-oriented approach. This helps Sales and Marketing professionals understand the specific processes they should follow to be effective in their Sales and Marketing roles.