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This courses provides an understanding of the available DM channels that marketers can use to achieve the digital marketing targets that have been derived from the marketing objectives for a product or brand. Given the nature of the online world, which is constantly evolving and expanding—new channels are developing with greater frequency, and audiences are continuously exploring new sources of online content—digital marketers must regularly assess and reassess digital marketing channels for their effectiveness and applicability in helping achieve the company’s overall organizational goals and objectives. 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|
|When creating an online presence, one of the initial steps is to determine the targets as defined by the Marketing Strategyand 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 2: 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 3: 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 4: 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 5: 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 MarketingEvaluation 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.