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Professional Digital Marketing | BITM

Course Outline 1. Introduction to Digital Marketing   All current innovation in marketing is through digital channels. This opening lecture demonstrates the power of applying digital concepts across the Marketing function in any business. You will   learn how to harness the power of digital marketing as a core driver of the marketing Strategy for a company.   Topics include: Strategies in Digital Marketing Aligning the Internet with Business Objectives Examples of Great Case Studies User Behavior & Navigation Branding & User Experience     2. Search Engine Optimization   The SEO module will teach you about Search Engine Optimization and how to leverage Key techniques to improve your website organic ranking on search engine results pages (SERPs) to drive more traffic. It covers   key technical insights to cultivate an effective SEO strategy.   Topics include: • Stakeholders in Search • Customer Insights • On & Off-page Optimization • Meta Tags, Layout, Content Updates • Inbound Links & Link Building   3. Search Marketing   This module gives you essential skills to strategies, plan and manage a Search Engine marketing campaign. You will learn how to develop an effective PPC strategy and achieve demonstrable ROI.   Topics include: • Campaign Management • Conversion Tracking • Targeting & Analytics • Keyword Selection • Conversion Metrics: CPA, CTR     4. Web Site Analytics   This module guides you through web analytics and other data sources to better understand site visitor characteristics and behavior. You will understand the most important and appropriate metrics and how to use   them to improve your digital activities.   Topics include: • What is Social Media Marketing?   • Overview of Facebook, Twitter, LinkedIn, Blogging, YouTube and Flickr   •Building Brand Awareness Using Social Media     In this module, you will learn the skills to effectively engage with customers across a diverse range of social media platforms. You will learn to set up social media campaigns, define goals and set KPIs. You will learn different social media communication styles apply for different target audiences.   This module will teach you about data capture and subscriber segmentation, email design and content, email delivery, and measurement and reporting. You will also learn how to grow and manage a subscriber database.   Topics include: • User Behavior • Segmentation, Key Metrics • Best Practice Case Studies • Split Testing • Campaign Process Optimization   6. Social Media

Marketing for a New Age: Being Digital vs. Doing Digital | Deloitte Digital – AdAge

 Marketing for a New Age: Being Digital vs. Doing Digital To thrive in an increasingly technology-dominated world, marketing organizations need to adopt a unique set of traits that are helping the world's top digital companies dominate the competition—traits we call their "Digital DNA." These traits should be at the heart of everything an organization does. Yet a recent study by Facebook and Deloitte found that most marketing organizations surveyed are still at the stage of "doing digital" rather than "being digital"—using digital technologies to make incremental improvements to the status quo, but not yet weaving digital into their DNA. This finding is consistent regardless of company size, industry or geography. Through ongoing research and surveys over the last three years, Deloitte identified 23 DNA traits that characterize a digitally mature organization. To see how marketing organizations around the world are progressing on their journey, Facebook and Deloitte conducted this latest follow-up study, including a survey of 383 marketing executives and managers across a wide range of industries and geographies, along with in-depth interviews of top marketing executives. The study revealed nine Digital DNA traits that are particularly important for marketing. In six of these areas, marketing organizations are generally still at the stage of "doing digital"—leveraging digital technologies to extend their capabilities, but still relying largely on traditional business, operating and talent models. In the other three areas, marketing organizations are further along the maturity curve and are actually "becoming digital" at their core, not just dabbling with it around the edges. DNA traits: 'Doing digital' In these areas, marketing organizations have begun to develop their Digital DNA and are making significant progress, but still have a long way to go. Although they are building digital capabilities, they have not yet woven them into their everyday business, operating and talent models. Dynamic skill requirements. Today, skill requirements are constantly changing. To be effective, organizations need skills that can be used in a variety of ways to tackle new challenges and circumstances. This requires the right kind of training. Agility. Maturing digital organizations need the heightened awareness and flexibility to quickly adapt to unexpected changes in the marketplace. This requires tools, processes, and policies that make it easy to work in a rapidly changing environment. Fluidity. Fluidity is the ability to move with ease from one situation to the next, even in the face of shifting talent needs, resources and operating

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