Overview This is the first in the series of 15 lectures on the SureSkills Diploma in Digital Marketing.
This course will provide you with the skills and knowledge to understand the fundamental digital marketing planning concepts for an organisation together with key factors involved with the implementation, evaluation and measurement of running successful Digital Marketing and Social Media campaigns.
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Lectures on this module:
Keith Feighery - Digital Insights
Overview Search engine optimisation (SEO) involves achieving the highest position or ranking in the organic listings in the search engine results pages (SERPS) across a range of keywords or phrases entered by search engine users. SEO is one of the most cost-effective digital marketing techniques, but also one of the most challenging to get right.
Success in SEO is dependent on understanding the most important SEO ranking factors which will give you the best position and then working hard to perform better than your competitors. It is very important to stay up to date on the latest algorithm changes that Google makes. After completing this module you will have a good understanding of the principles of SEO, how to implement these techniques which will start to increase your website rankings on Google.
Covered on this module
Lecturers on this modules
Overview Pay per click (PPC) is an advertising model used on websites, advertising networks and search engines where advertisers pay when a user clicks on an ad to visit the advertiser’s website. Advertisers bid on the keywords/phrases they believe their target market would search for when they are looking for a product or service.
PPC campaigns can be one of the most effective forms of online marketing as your ads are visible to a targeted audience at the time when they are looking for a product or service. As PPC markets are becoming increasingly competitive, you need an effective strategy or you’re throwing money (and traffic) away. This PPC modules looks at what strategies, tools and techniques you need to achieve successful pay per click.
Lecturers on this module:
Overview
Google Analytics is a website reporting platform. Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and how you can keep them coming back. You can decide what data you want to view and customize your reports, with just a few clicks. Knowing how to get the most out of your data is essential.
During this module you will get practical advice on using the tool’s full functionality. You will get a good working knowledge of the tools, technologies and data sources to improve results from your website through analysing site visitor characteristics and behaviour. Define key performance indicators and create a comprehensive measurement framework from advanced segments, to goals and multichannel analysis.
Overview Inbound Marketing is all about getting found online by potential customers, it focuses on attracting target customers to your website or social media channels with the intention of converting the visits into sales. The focus is about developing content relevant to potential customers instead of forcing your message upon them. This is done by creating and providing content that your target customers would be interested in, promote the content across various relevant channels, building customer relationships, and overall ‘pulling’ the target customer towards you.
Inbound leads are generated across a combination of SEO, content creation, blogging, sharing of content across relevant social media platforms, video & image marketing.
Driving traffic to your website by creating content
Lead generation
Converting leads to sales
Monitoring
Lecturers on this module;
Mobile is growing faster than any technology before; the trend of consumers favouring mobile devices is very strong in Ireland – with an explosive growth in smartphone and tablet ownership in the last year. With 10,000 iPhones sold in Ireland every week, 3 in 4 Irish are expected to own a smartphone by the end of 2012 while 2 in 5 are expected to own a tablet. Local is a major component of mobile search traffic, after looking up a local business on smartphones, 61% of users have called the business and 59% have visited. With this in mind it’s not just your websites that needs to be mobile, you need to make sure that everything you do on the Internet works on a mobile platform.
Overview Email is one of the quickest and most cost effective ways to promote your business, to get back in touch, to generate enquiries and drive sales. To be successful, an email campaign needs planning, realistic goals, timing and a secure platform to support it.
In this module you will learn how to get a better ROI from your Email campaigns by looking at common issues within all aspects of email marketing, from planning, setting realistic objectives and strategies, through to improving deliverability.
Leave this session with a new or refined email marketing strategy for your business and a stack of tips and tools to help you
Laying The Foundations Of A Successful Social Media Marketing Plan
Facebook and Twitter For Business
Facebook Overview
Twitter Overview
Online Video For Business
LinkedIn For Business
Emerging Platforms And Connecting With Influencers Through Blogger Outreach
Pinterest
Instagram
Google Plus
Overview During this session we will be introduced to the ever growing area of Display and Banner advertising, which now plays a pivotal role in every organisations marketing strategies.
Our lecturer will introduce us to the key topics. i.e What is display advertising, formats and publishers, planning and pricing a campaign, getting creative in the process, tracking and reporting of the campaign,Smart Banners as well as helping participants understand the components of online advertising success and enable the students to be able to understand and construct and their very own online media campaign.
Overview This lecture covers the key aspects of eCommerce and Internet retailing, from planning and marketing, through to website and technology.
Whether you are already involved in eCommerce or you are from a more traditional retail background, completion of this module will develop your understanding and appreciation of the key disciplines of eCommerce.
The session has been designed to cover the fundamentals of eCommerce for a typical start-up or traditional retail company looking to sell products or services online and will be relevant to anyone with responsibility for managing or developing an eCommerce website.
Graham Carroll Digital Media Lounge
In this session students will learn what exactly Affiliate Marketing is, the benefits of using Affiliate Marketing as an additional marketing channel, how and why set up an affiliate programme, what makes a successful affiliate programme and how to use affiliate marketing for lead generation.
Overview Your business needs a clearly defined digital strategy to grow online. In order to do this you need a clear and coherent framework for producing a compelling digital marketing plan and this is ultimately about using best practice web analytics techniques to drive commercial value from digital marketing. This module will help you create a digital strategy that is directly focused at your digital target market.
Keith Feighery Digital Insights
Eoin Clarke Forward Internet Group