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Scope of Digital Marketing

The scope of digital marketing in India is enormous. This is evident from the fact that digital marketing spends in total advertising spend is just around 15% of the total spending. In more developed economies, it is closer to 50%. In the UK, it is already around 60%. Add to that the fast pace at which consumers in India are getting on to the digital medium. This has resulted in a vast shortage of professionals at both the managerial and execution level.

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Latest Trend in Digital Marketing

Digital marketing is made up of a lot of moving parts – SEO, social media, marketing automation, PPC, and more. As we enter a new decade and tech continues to change at a rapid pace, here are the digital marketing trends we’re excited to see more of in 2020!

  • Artificial Intelligence will affect all aspects of Digital marketing 
  • Personalization and growth of regional content 
  • Big Data (including market and customer insight and predictive analytics) 

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Career Prospects in Digital Marketing

If you are wondering which digital marketing career path would be ideal and how to start a digital marketing career for you, then you’ve come to the right place. Apart from discussing what is the digital marketing career path, we will also discuss which are the skills that are probably going to help you move ahead in. digital marketing career in India.

  • Account Manager
  • SEO Analyst
  • Social Media Manager
  • Digital Marketing Manager

Our Credentials

  • Our Alumni
  • Corporate Training

Our Industry Faculty

KAUSHIK MHADESHWAR

Client Champion and Partner at Web-StepUp

ASHWINI DESAI

DIGITAL MARKETING TRAINER, SPEAKER AND CONSULTANT

CYRUS SHROFF

DIRECTOR OF KEY ACCOUNTS AT PERFOMICS INDIA

Course Content

Introduction to SEO

  • Understanding Search engines
  • What is SEO? Why is it important
  • SEO Myths
  • White hat vs. black hat SEO
  • An overview of SEO & the related terms
  • Challenges in an SEO project
  • Key Metrics
  • Search engine ranking factors
  • Page Rank algorithm
  • Optimizing pages
  • Optimizing Content

How do Search Engines work?

  • Indexing & Crawling Basics
  • Optimizing Crawl Budget
  • Intro to SEO

Organic Search vs. Paid Search Results

  • Anatomy of a Search Result (Search Snippet)
  • What is On-page SEO (Content, Architecture, HTML)?
  • What is Off-page SEO/Link Building (Social, Content-based, PR)?

Keyword Research

  • Finding Seed Keywords: Mind Map for Keyword Research
  • Using Wikipedia, Forums for Keyword Research
  • Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map Keywords
  • Google Keyword Planner Tool
  • Algorithm Updates
  • History of Google Algorithms
    Panda, Penguin, Pigeon, Caffeine updates
  • RankBrain and the Future of SEO

On-Page & Off-Page Optimisation

  • On-Page
  • Keyword Research
  • Tags
  • Meta tags & meta description
  • SEO Friendly Content Writing
  • User experience
  • Semantics

Off-page SEO

  • Backlinks
  • Link Building
  • All off-page link building techniques
  • Advanced link building methods
  • Skyscraper technique
  • The broken link building technique
  • Moving the manhole technique
  • What is a backlink profile?
  • what are Toxic backlinks
  • What is the disavow procedure?
  • Do’s & Don’ts in link building activities

Measurement with Google Analytics

  • Basics of Google Analytics
  • SEO Metrics to Measure – On-page, Off-page, Technical
  • SEO Reporting

Advanced SEO

  • SEO tech issues
  • News Article SEO
  • Advance SEO tools
  • Voice optimization
  • Unethical SEO practices
  • Local SEO

SEO tools

  • Google toolset (keyword planner, search console)
  • SEM Rush, Uber suggest, Google search console, Etc

SEO Resources, Careers in SEO

  • Top Blogs to follow for SEO
  • Free Learning Resources – Moz, Google Analytics
  • A career in SEO

Introduction to SEM – Fundamentals & Case Studies

  • Introduction, Trends, and Potential
  • The role played by SEM in digital advertising. Why financial services, education, and travel were the earliest adopters? What kinds of trends can one see in SEM campaigns?
  • Basics of Paid Search
  • In which scenarios is Paid Search used. Basics of Targeting.
  • Setting up a Google AdWords account. Understanding AdWords account structure Basics of Google Adwords
  • Consumer Journey
  • What is SEM? Why SEM?
  • What is Google AdWords? Why Google AdWords?
  • Google Network
  • AdWords Terminologies
  • How Does the SEM Auction Work?
  • Structure of an AdWords Account
  • Campaign Types – Introduction to Search, Display (including Videos),
  • Shopping and Mobile-specific campaign types, and when/why to use them.
  • Creation of Search Network Campaign
    • Ad
    • Ad Formats
    • Ad Text Policies
    • Ad Text Best Practices
    • DKI
    • Ad Extensions
    • Keyword Research
    • Tools – Keyword Planner & Estimator
    • Keyword Match types
    • Keyword Strategies
    • Landing Page
    • Bidding and Budget
    • Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc

Creation of Google Display Network

  • GDN Targeting Options
  • Display Ad Formats
  • Ad Gallery Tool
  • Conversion Tracking
  • GDN Campaign Creation – Demo
  • Remarketing
  • Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing
  • Advanced Display: Smart Display Campaigns

Bidding Strategy

  • What is Quality Score?
  • How Quality Score Effect on Bids? How to Increase Position on Search? Bid for Ad position/
  • Bid Management Define Bid for Each Keywords
  • User Define bids/Google Automatic Bids Importance of bidding techniques Competitors Analysis for bidding”

Mobile Ad Campaigns

  • Universal App Campaigns
  • Mobile-Specific Bidding and Targeting Strategies
  • Measuring Mobile Ad Performance and Conversions Report Editor
  • Optimization Strategies
  • Account Audit Demo

Shopping Campaigns – Introduction

  • What are Google Shopping Ads /Product Listing Ads?
  • Where do they appear on Google? What Shoppers on the internet do?
  • What retailers need? – New Advertising technologies
  • Google Shopping set retailers up for success
  • Features of Google Shopping Why PLA’s? And the path to creating PLA Ads
  • Merchant Centre Steps
  • Create Shopping Campaign on Google AdWords
  • Track Performance and Optimize the Campaigns

YouTube Marketing – Introduction & Ad Formats

  • YouTube Ad Formats
  • YouTube Campaign Creation
  • YouTube Analytics
  • Video Campaign Optimization Tips

Campaign Performance Reports

  • Keywords Performance Reports Ad Performance Reports
  • PPC Campaigns Tools

Introduction to Websites

In this you can understand the concept of web and Its Dynamic Aspects. The theories like Static Web Page and Dynamic Web Page Can be Understood. Also get in behind the scenes to understand the working of a Web site on basis of different platforms

Elements of an awesome website

  • Usability SEO
  • Architecture Information Flow

Introduction to WordPress

  • Difference between cloud hosting and self-hosting WordPress
  • Websites vs. Blogs
  • Creating a WordPress blog within an existing website
  • Post vs. pages WordPress themes WordPress plug-ins WordPress widgets
  • Domain names and website hosting Choosing a domain name
  • Setting up a domain name URL Setting up website hosting & email”

Creating a new page

  • Entering a page title and body text Showing the Kitchen Sink
  • Using the WordPress toolbar Using the More button Working in Full Screen
  • Spell checking within WordPress Pasting from Word
  • Formatting text Using Headers Removing formatting
  • Inserting custom characters and symbols
  • Previewing your page Draft vs. publishing Editing exiting pages Deleting pages

 Images & WordPress

  • Uploading images The Image Library
  • Deleting images from the Image Library Inserting images into a page or post Customising images
  • Resizing images Alternative Text Captions Deleting images Featured images

WordPress Widgets

  • What are widgets? The Widget area Using installed widgets
  • Keyword research and Campaign
  • Structure

Introduction to Social Media

  • Content is the foundation of SMM
  • Psychology of Social Sharing
  • Building Content That is Inherently Shareable

Facebook Marketing

  • What is Facebook Marketing
  • Facebook Page Best Practices
  • KPIs to measure success
  • Facebook Insights
  • Facebook Business Manager
  • How does Facebook Advertising Work?
  • Facebook Ad Campaign Objectives
  • Facebook Ad Targeting
  • Instagram & LinkedIn Marketing
  • Marketing on Instagram
  • Optimizing your instagram business profile
  • Crafting an Instagram content strategy
  • Best Practices

Influencer Marketing on Instagram

  • Analytics & Measurement
  • Instagram Ads

LinkedIn as a Marketing Platform

  • LinkedIn for Personal Branding
  • Brand Marketing on LInkedIn
  • LinkedIn Company Pages
  • LinkedIn Advanced Search
  • LinkedIn Premium
  • LinkedIn Ads

Twitter 

  • Twitter Marketing
  • Twitter Marketing for Brand Awareness
  • Twitter Ads
  • Twitter Analytics
  • Twitter Tools – Crowdfire, Tweriod, Hashtagify, Ritetag, TweetReach & TweetArchivist

Pinterest Marketing & Creating a Successful Digital Marketing Strategy

  • Pinterest Marketing
  • Pinterest for business
  • Marketing on Pinterest
  • Best Practices
  • Leveraging Rich Pins
  • Analytics & Measurement

Social Media Marketing Tools

  • Hootsuite
  • Buffer
  • TweetDeck
  • Sprout Social

Crafting a Successful Social Media Strategy

  • 10-step framework to crafting a successful Social Media strategy
  • Building Content That is Inherently Shareable
  • Creating Content for multiple platforms
  • Generating content ideas and building a plan
  • Effective Content Distribution
  • Evaluating Success

Introduction to Analytics

  • How Google Analytics works
  • How to set up analytics
  • Account
  • How to set up goals

Understanding Google Analytics

  • Account structure
  • Importance of the website
  • analytics function & various analytic tools

Google Analytics Interface

  • Home Tab / Realtime Data
  • Dashboard / Widgets
  • Customize dashboard
  • Intelligent Events / Shortcuts
  • Interface Feature
  • Date selection and comparison
  • Exporting reports
  • Auto email setup
  • Customizing dashboards
  • Emailing reports

Analyzing Google Analytics Reports

  • Analyzing and interpreting
  • essential website data
  • How to Analyze and understand
  • different marketing campaigns
  • Recommending Website
  • optimization actions.
  • How to view customize reports
  • Monitoring Traffic behavior
  • Taking corrective action if required

Introduction to Mobile Marketing

  • The current & future mobile landscape
  • Key mobile stats and trends Discover how marketers are harnessing mobile 
  • Understanding Mobile Devices

Mobile Campaign Planning

  • Mobile Marketing and Social Media Mobile Search marketing
  • In-App Advertising SMS/MMS marketing proximity (location) marketing
  • The Mobile website & mCommerce Combining Mobile with Other Channels

Tracking and Analytics

  • Using analytics tools to monitor mobile (and mCommerce) performance 
  • How to maximize engagement and ROI
  • Next steps to take action

Introduction To Inbound Marketing

  • Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology
  • shifts, inbound guides an approach to doing business in a human and helpful way. 
  • Engagement Magnets Learn how to multiple the returns of your reach building investments by using the right set of pull factors.

Deep Dive in Audience Aggregation

  • Case studies, pros & cons, tools, techniques and technology to leverage various channels for audience aggregation through Email, Facebook, Twitter, LinkedIn and Community Platform.
  • Online Presence Optimization for Lead Generation
  • An overview of various approaches to design landing pages & microsites: short, long & mousetrap.

Lead Nurturing and it impacts on Sales

Learn the model of lead nurturing through drip email marketing and improve sales efficiency through the same.

Inbound Marketing Methodology and Process

  • What Does the Inbound Marketing Methodology Look Like?
  • The Stages of the Inbound Methodology

Stage 1: Attract Stage 2: Convert

Stage 3: Close

Stage 4: Delight

  • The inbound marketing methodology as laid out can effectively utilize your content and tactics to move people through the buyer’s funnel and help build boththe audience and reputation of your brand.

HubSpot

  • explains that the inbound marketing methodology is one that will “turn strangers into visitors, leads, customers and promoters” – and that it can be even more powerful and effective when used in conjunction with your sales, customer success, social media tools – and more.

Evolution & scope of email marketing

  • Defining a solid email marketing strategy
  • Setting realistic objectives Content strategy for email best practices for designing and writing your emails
  • Powerful Subject Lines Spam & Inbox delivery Email Marketing tool

Strategies to improve deliver ability

  • Best Time and day to release your Email Marketing campaigns Frequency of Emails
  • Build a robust and good quality database
  • Getting the most from your list through segmentation and targeting Data collection methods & best practices
  • Improving email & newsletter results Reporting & Analytics
  • Case Studies

Introduction to Automation

  • What is Automation?
  • How does it Work?
  • What are the Benefits?

Simple Automation Functions from MailChimp

  • Click to Reply Options – Demonstrated
  • Other Features Explained
  • Results – Demonstrated – Practical

  • What is Content Marketing
  • History of Content Marketing
  • What is the importance of CM
  • Types of CM and examples (Videos, Infographic etc)
  • Common Mistakes you should avoid whilst
  • defining CM strategy
  • CM in context of SEO, SMM etc
  • Content Marketing Framework – WRT Inbound Marketing

  • Understanding Cash Flow in
  • Ecommerce
  • Selling Tangible Products
  • Selling Manufactured Products
  • Selling Information Online
  • Affiliate Network for Ecommerce
  • Sales
  • Payment Gateway Solution for
  • Ecommerce Sites
  • Shopping Cart Solution for your
  • Ecommerce Store
  • Inventory Management for your
  • Ecommerce Store
  • Ecommerce Logistics
  • Ecommerce Order Fulfilment
  • Packaging and Labelling for
  • Ecommerce Business

  • Understand the elements of a blog and be able to
  • use them effectively. Find a niche for a long-term blog. 
  • Gain insight into the strategies, methods and writing of successful bloggers.Sharpen and improve
  • writing skills, including draft writing, voice, and format. 
  • Build effective and lively blog posts through research, structure and clear writing.
  • Experiment with non-written forms of online communications, including images, audio and video.
  • Use social media to build an audience for a blog.
  • Consider the legal and ethical issues involved in blogging.

Tools Covered

Our Impressive Alumni

Course Fee Structure

Online Course

18,000
+ Taxes*
  •  

Classroom Course

18,000
+Taxes*
  •  
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