Overview

Digital Marketing Institute is the global standard in Digital Marketing Certification. Our mission is to give our students the confidence and knowledge they need to advance in their careers through this specialization. This course provides a comprehensive exploration of digital marketing channels, covering inbound and outbound strategies, social media and content marketing, ecommerce development, and best practices for leveraging video and social customer service to drive business success. After completing this course, you will be able to: - • Demonstrate an understanding of the buyer's journey and how to develop a digital channel mix to optimize ROI for marketing activities • Demonstrate an understanding of inbound tactics, tools, platforms, and best practices associated with content marketing and social media for generating interest in products and services • Demonstrate an understanding of inbound tactics, tools, platforms, and best practices associated with search engine marketing, SEO, and PPC advertising to target an audience's needs • Demonstrate an understanding of the outbound tactics, tools, platforms, and best practices used to generate demand for products and services • To demonstrate an understanding of social commerce by recognizing its benefits, key elements, channels, and goals • Outline how to plan and implement a social customer service strategy This comprehensive course equips marketers with the knowledge and skills to navigate the complexities of modern digital marketing channels including channel planning, exploring inbound strategies, cross-media planning, and the digital channel mix, with in-depth coverage of key topics such as social media, content marketing, SEO, paid search, email marketing, affiliate marketing, marketing automation, CRM, and sales enablement. In the second module, learners will dive into outbound marketing tactics, including demand generation tools and platforms, and gain hands-on expertise in setting up and managing a YouTube channel, using video analytics to measure social video campaign performance. The final module addresses the essentials of ecommerce, guiding learners through effective website and app development, and the growing importance of social commerce. Best practices for engaging in social customer service are also covered, along with strategies to plan, implement, and manage a successful social customer service approach. This course provides practical insights and actionable strategies to enhance your digital marketing efforts and drive success across all channels.

Syllabus

Channel Planning and Inbound Strategy

This module opens with a comprehensive overview of channel planning including the challenges this presents to marketers. It covers inbound strategies, cross-media planning, the digital channel mix, and mobile marketing. Next, the module dives deeper into key topics related to each of the channels, covering social media marketing and content marketing strategy, search engine marketing, SEO, paid search, email marketing, affiliate marketing, marketing automation, CRM, and sales enablement.

Display and Video Advertising

This module begins with a discussion on outbound tactics, tools, platforms, and best practices for generating demand for products and services. It then covers how to set up, customize, promote, and manage a YouTube channel, as well as how to use YouTube video analytics to measure the performance of social video campaigns.

Online Shopping and Customer Service Strategy

This module introduces the specific considerations, tactics, and best practices for developing an effective e-commerce website or app. It continues by explaining the importance of social commerce in a digital strategy while outlining the tools and tactics you can use to drive more sales in your social commerce channels. The module concludes by setting out the best practices to follow when engaging in social customer service and how to plan, implement, and manage a social customer service strategy.