C|DM Certified Digital Marketer

Course Outline CHAPTER 1

INTRODUCTION TO DIGITAL MARKETING

MODULE OBJECTIVES 1. MARKETING: INBOUND & OUTBOUND 9. DIGITAL MARKETING CUSTOMER JOURNEY a. FORMS OF DIGITAL MARKETING b. INBOUND VS OUTBOUND MARKETING 10. DIGITAL MARKETING LIMITATIONS METHODOLOGY 11. DIGITAL MARKETING LEGISLATION 2. MARKETING: DIGITAL & TRADITIONAL a. OVERVIEW OF POLICIES REQUIRED FOR a. INTRODUCTION TO TRADITIONAL E-COMMERCE AND DIGITAL MARKETING MARKETING b. U.S. CAN-SPAM ACT b. INTRODUCTION TO DIGITAL MARKETING c. 18 U.S.C. § 2252A c. DIGITAL VS TRADITIONAL MARKETING d. LAWS AGAINST E-MAIL SPAM 3. MARKETING: TRENDS & PRINCIPLES e. MINNESOTA LAW AGAINST E-MAIL SPAM 4. DIGITAL MARKETING: RESEARCH f. U.S. COMMUNICATIONS DECENCY ACT PRINCIPLES & METHODOLOGY g. LANHAM (TRADEMARK) ACT (15 USC §§ 1051 - 1127) 5. DIGITAL MARKETING LANDSCAPE h. DIGITAL MILLENNIUM COPYRIGHT ACT a. SKILLS REQUIRED FOR DIGITAL (DMCA) MARKETING i. EUROPEAN UNION DIRECTIVE ON b. RESOURCES USED FOR DIGITAL PRIVACY AND ELECTRONIC MARKETING COMMUNICATIONS REGULATIONS 2003 j. COPPA- CHILDREN'S ONLINE PRIVACY 6. DIGITAL MARKETING BENEFITS PROTECTION ACT OF 1998 a. DIGITAL MARKETING - ADVANTAGES k. FTC ACT, 15 U.S.C. § 45(N) b. DIGITAL MARKETING – ADVANTAGES l. THE GRAMM-LEACH-BLILEY ACT FROM STRATEGIC POINT OF VIEW m. U.S. SECURELY PROTECT YOURSELF AGAINST TRESPASS ACT 7. DIGITAL MARKETING PLANNING STAGES n. AUSTRALIA: SPAM ACT 2003 a. DIGITAL MARKETING METHODOLOGY o. CANADA: THE PERSONAL INFORMATION b. STAGES OF DIGITAL MARKETING PROTECTION AND ELECTRONIC c. PLANNING STAGES DOCUMENTS ACT d. DEVELOPING AN EFFECTIVE DIGITAL p. ARGENTINA: PERSONAL DATA MARKETING STRATEGY PROTECTION ACT 8. DIGITAL MARKETING TECHNIQUES q. NORWAY: THE MARKETING CONTROL ACT

CHAPTER 2

WEBSITE DEVELOPMENT

MODULE OBJECTIVES 1. TYPES OF WEBSITES a. INTRODUCTION TO THE WEBSITE b. WEBSITE KEY ELEMENTS v. PROMOTING THE WEBSITE w. COMMON MISTAKES IN BUILDING E- 2. WEBSITE DOMAIN COMMERCE WEBSITES a. WEBSITE DOMAIN x. WEBSITE DESIGNING b. SELECTING A DOMAIN NAME y. WHY IS A GOOD WEBSITE DESIGN c. GUIDELINES FOR SELECTING A DOMAIN IMPORTANT? NAME z. QUESTIONS TO ANSWER BEFORE d. SEARCHING AND REGISTERING A REDESIGNING YOUR WEBSITE DOMAIN NAME WITH GODADDY.COM aa. WEBSITE DESIGN PROCESS e. DOMAIN NAME REGISTRARS o STEP 1: DETERMINE OBJECTIVES f. ICANN o STEP 2: DEVELOP A STRATEGY (AND SELECT TECHNOLOGY) 3. WEBSITE HOSTING o STEP 3: DEVELOP USER INTERFACE a. WHY DO YOU NEED WEB HOSTING? AND CONTENT b. CHECKLIST TO FIND A GOOD WEB o STEP 4: TEST THE WEBSITE BEFORE HOSTING COMPANY RELEASE c. PITFALLS OF FREE HOSTING o STEP 5: HOST THE WEBSITE d. LIST OF WEB HOSTING COMPANIES o STEP 6: MAINTAIN THE WEBSITE e. STEPS INVOLVED IN DEVELOPING A WEBSITE 5. WEBSITE DEVELOPMENT PLATFORMS a. DEV OPERA 4. UX DESIGNING b. W3SCHOOLS a. WEB USABILITY c. TREEHOUSE b. WEB ACCESSIBILITY d. KILLERPHP c. NAVIGATION SCHEME AND TYPES OF e. CSS-TRICKS NAVIGATION f. CODEHS d. BASIC WEBSITE NAVIGATION SCHEMES g. CODEACADEMY e. INFORMATION ARCHITECTURE h. NETTUTS f. COMPONENTS OF AN INFORMATION i. UDACITY ARCHITECTURE g. GUIDELINES FOR CREATING EFFECTIVE 6. UNDERSTANDING E-BUSINESS AND E- WEB CONTENT COMMERCE h. GUIDELINES FOR DESIGNING A GOOD a. INTRODUCTION TO E-COMMERCE WEBSITE WEBSITES i. E-COMMERCE CMS: PRESTASHOP b. KEY ELEMENTS OF A GOOD E- j. E-COMMERCE CMS: MAGENTO COMMERCE SITE k. E-COMMERCE PLATFORMS c. CONSIDERATIONS BEFORE SETTING UP l. SECURITY THREATS AN E-COMMERCE WEBSITE m. SECURE SOCKET LAYER (SSL) d. STEPS TO CREATE AN E-COMMERCE CERTIFICATES WEBSITE n. HOW TO INSTALL AN SSL CERTIFICATE e. PLAN YOUR WEBSITE o. SSL CERTIFICATE VENDORS p. TESTING THE WEBSITE 7. EVOLUTION AND CLASSIFICATION OF E- q. TOOLS TO TEST WEBSITE COMMERCE r. WEBSITE SECURITY TOOLS a. EVOLUTION AND CLASSIFICATION OF E- s. TEST YOUR WEBSITE WITH A/B TESTING COMMERCE t. A/B TESTING & WHY IS IT IMPORTANT? b. UNIQUE FEATURES OF E-COMMERCE u. A/B TESTING TOOLS: OPTIMIZELY TECHNOLOGY c. TYPES OF E-COMMERCE d. PAYMENT GATEWAY SERVICE d. GROWTH RATE OF B2C PROVIDERS e. GROWTH RATE OF B2B e. ONLINE PAYMENT SERVICES: AMAZON PAYMENTS AND WESTERN UNION 8. POLICIES FOR E-COMMERCE AND DIGITAL PAYMENT MARKETING f. LIST OF ONLINE PAYMENT SYSTEMS a. SAMPLE TEMPLATE OF AN E-COMMERCE g. PAYPAL REQUIREMENT SPECIFICATION h. ADDING A PAYPAL BUTTON TO YOUR b. CREATE POLICIES FOR E-COMMERCE WEBSITE WEBSITE i. ELECTRONIC PAYMENT SYSTEMS c. SELECT AND BUY AN E-COMMERCE j. E-PAYMENT CONCEPTS WEBSITE TEMPLATE d. E-COMMERCE WEB TEMPLATE 10. WEBSITE DEVELOPMENT PROJECT PLAN MARKETPLACE 11. GROWTH HACKING TIPS FOR WEBSITE 9. PAYMENTS METHODS DEVELOPMENT a. PAYMENT GATEWAYS b. HOW A PAYMENT GATEWAY WORKS 12. LABS – WIX c. HOW TO SELECT A PAYMENT GATEWAY SERVICE

CHAPTER 3

LEAD GENERATION & MANAGEMENT

MODULE OBJECTIVES 1. LEAD FUNNEL k. TOOLS FOR IDENTIFYING INFLUENCER: a. WHAT IS A LEAD FUNNEL? KLOUT b. LEAD SEGMENTATION l. TRAACKR c. LEAD PHASES m. TOOLS FOR IDENTIFYING INFLUENCER: d. LEAD FUNNEL JOURNEY SOCIALCRAWLYTICS e. ADOPTING A CORRECT MARKETING n. IDENTIFYING INFLUENCER TOOLS STRATEGY FOR LEAD FUNNEL 3. LEAD NURTURING 2. LEAD GENERATION a. LEAD NURTURING a. LEAD GENERATION MARKETING b. HOW TO NURTURE LEADS? EFFORTS c. LEAD-NURTURING STRATEGIES TO b. LEAD GENERATION PILLARS CONVERT LEADS INTO SALES: c. MARKET PLACE FOR LEAD GENERATION DETERMINE BUYER PERSONAS d. LEAD GENERATION BY ADVERTISEMENT d. LEAD-NURTURING STRATEGIES TO e. WAYS TO GENERATE LEADS: REFERRALS CONVERT LEADS: CONTENT MAPPING f. WAYS TO GENERATE LEADS: TRADE e. LEAD-NURTURING STRATEGIES TO SHOWS CONVERT LEADS INTO SALES: MAKE USE g. TOOLS TO CREATE LEAD GENERATING OF WORKFLOWS ASSETS f. SEGMENT LEAD-NURTURING h. WAYS TO GENERATE LEADS: FEEDBACK CAMPAIGNS i. WAYS TO GENERATE LEADS: SOFT LEADS g. ENFORCE LEAD SCORING j. LEAD GENERATION: INFLUENCERS METHODOLOGY h. DRIP CAMPAIGNS o. A/B TESTING AND WHY IS IT IMPORTANT? 4. LEAD CONVERSION a. SALES ENABLEMENT 5. LEAD MANAGEMENT b. HOW TO CONVERT LEADS INTO SALES? a. CRM FOR E-COMMERCE c. HOW TO CONVERT DEAD LEADS? b. BENEFITS OF CRM TO BUSINESS d. CONVERSION RATE c. HOW TO IMPLEMENT CRM e. FACTORS AFFECTING ONLINE d. BUILDING A RELATIONSHIP WITH THE CONVERSION RATES: CONFIDENCE AND CUSTOMER INTENT e. COMMUNICATING WITH THE f. FACTORS AFFECTING ONLINE CUSTOMER CONVERSION RATE: PERSONAL f. MAINTAIN A CUSTOMER RELATIONSHIP EXPERIENCE FACTOR (PEF) g. CHALLENGES IN MAINTAINING g. ENVIRONMENTAL AND CONDITIONAL CUSTOMERS FACTORS h. STEPS TO IMPROVE CRM h. TACTICS FOR CONVERTING VISITORS i. SUPPLY CHAIN MANAGEMENT (SCM) INTO CUSTOMERS j. IMPORTANCE OF SCM STRATEGY i. CONVERSION OPTIMIZATION k. NETWORK DESIGN ELEMENTS IN A j. CONVERSION EVENTS SUPPLY CHAIN k. TIPS AND TRICKS FOR CONVERSION l. SUPPLY CHAIN MANAGEMENT – OPTIMIZATION ROADBLOCKS l. TIPS TO OPTIMIZE A WEBSITE AND m. IMPACT OF E-COMMERCE ON SCM CONVERT VISITORS INTO CUSTOMERS m. STRATEGIES FOR CONVERTING VISITORS 6. GROWTH HACKING TIPS FOR LEAD INTO CUSTOMERS GENERATION n. RESOURCES FOR CONVERTING VISITORS INTO CUSTOMERS 7. SALESFORCE TOOLS

CHAPTER 4

MODULE ANALYSIS & REPORTING

MODULE OBJECTIVES 1. INTRODUCTION TO WEB ANALYTICS j. DATA VISUALIZATION TOOLS a. INTRODUCTION TO WEB ANALYTICS k. EXAMPLE OF WEB ANALYTICS b. INCEPTION OF WEB ANALYTICS (1993- OVERVIEW 98) l. IMPORTANCE OF WEB ANALYTICS FOR c. ADVENT OF PAGE TAGGING (1999-2004) BUSINESS d. GROWTH OF WEB ANALYTICS (2005- m. IMPORTANCE OF WEB ANALYTICS FOR 2009) e. CHANGE TO DIGITAL ANALYTICS (2010- LIMITATIONS PRESENT) f. TYPES OF WEB ANALYTICS 2. DATA COLLECTION METHODS g. DATA SOURCES FOR WEB ANALYTICS a. DATA COLLECTION METHODS: PAGE h. WEB INTELLIGENCE AND BIG DATA TAGGING i. TYPES OF BIG DATA IDEAL FOR b. DATA COLLECTION METHODS: LOG FILE MARKETING ANALYSIS c. DATA COLLECTION METHODS: COOKIES c. BEHAVIOR ANALYSIS: NEW AND d. DATA COLLECTION METHODS: PAGE RETURNING VISITOR TAGGING/WEB BEACONS d. BEHAVIOR ANALYSIS: FREQUENCY & e. DATA COLLECTION METHODS: PACKET RECENCY SNIFFING e. BEHAVIOR ANALYSIS: AUDIENCE f. UNDERSTANDING USER DATA ENGAGEMENT g. WHEN YOU SHOULD USE QUALITATIVE f. HEAT MAPS DATA g. TECHNOLOGY ANALYSIS: BROWSER h. TECHNOLOGY ANALYSIS: OPERATING 3. WEB ANALYTICS PROCESS SYSTEM a. IDENTIFY YOUR BUSINESS OBJECTIVES i. COMPETITION ANALYSIS VIA WEB b. DEFINING A BUSINESS GOAL ANALYTICS c. DEFINE YOUR BUSINESS METRICS: j. MOBILE ANALYSIS WEBSITE USABILITY d. KEY PERFORMING INDICATORS (KPIS) 7. CONVERSIONS OVERVIEW e. SET YOUR TARGETS f. SEGMENT THE VALUABLE DATA FOR 8. BEST PRACTICES FOR WEB ANALYTICS ANALYSIS a. ALERTS g. COLLECT DATA b. TOPSY h. ANALYZE DATA c. INFINIGRAPH i. TEST ALTERNATIVES d. GOOGLE KEYWORD PLANNER j. IMPLEMENTATION OF INSIGHTS BASED e. SPYONWEB ON ANALYSIS f. SIMILARWEB k. IMPLEMENT INSIGHTS BASED ON DATA g. DIGITAL ANALYTICS ASSOCIATION ANALYSIS/ WEBSITE TESTING h. DAA’S CODE OF ETHICS

4. WEB ANALYTICS PLATFORMS 9. GROWTH HACKING TIPS FOR WEB a. BENEFITS OF WEB ANALYTICS TOOLS ANALYTICS AND REPORTING b. WEB ANALYTICS PLATFORM: 10. LAB - WEBMASTER TOOL c. WEB ANALYTICS PLATFORM: SPRING METRICS 11. LAB - GOOGLE ANALYTICS d. WEB ANALYTICS PLATFORM: WOOPRA a. WHAT IS GOOGLE ANALYTICS? e. WEB ANALYTICS PLATFORM: CLICKY b. FEATURES OF GOOGLE ANALYTICS f. WEB ANALYTICS PLATFORM: CHARTBEAT c. IMPORTANCE OF GOOGLE ANALYTICS g. LIST OF WEB ANALYTICS PLATFORMS d. GOOGLE ANALYTICS INTERFACE h. WEB ANALYTICS TOOL COMPARISON e. FRAMEWORK OF GOOGLE ANALYTICS f. ACCOUNT SET-UP 5. WEB TRAFFIC & USER INSIGHTS g. DASHBOARD a. WEB TRAFFIC h. GOAL CONFIGURATION b. TYPES OF WEB TRAFFIC i. STATISTICAL ANALYSIS c. WEB ANALYTICS METRICS j. GOOGLE ANALYSIS: TRAFFIC SOURCES d. STANDARD WEBSITE METRICS: USER k. GOOGLE ANALYSIS: AUDIENCE INSIGHTS BEHAVIOR l. DEMOGRAPHIC ANALYSIS: LOCATION 6. AUDIENCE ANALYSIS m. DEMOGRAPHIC ANALYSIS: LANGUAGE a. DEMOGRAPHIC ANALYSIS: LOCATION b. DEMOGRAPHIC ANALYSIS: LANGUAGE n. GOOGLE ANALYSIS: AUDIENCE p. CONTENT ANALYSIS: SITE CONTENT BEHAVIOR q. CONTENT ANALYSIS: SITE SPEED o. CONTENT OVERVIEW r. GOOGLE ANALYSIS: CONVERSIONS

CHAPTER 5

SEARCH ENGINE OPTIMIZATION

MODULE OBJECTIVES 1. SEARCH ENGINE PRINCIPLES 4. SEARCH ENGINE OPTIMIZATION PROCESS 2. SEARCH ENGINE RANKING a. THE SEO PROCESS  DEFINE OBJECTIVES AND GOALS 3. SEARCH ENGINE OPTIMIZATION  RESEARCH AND ANALYZE a. WHAT IS SEO?  TUNING THE PAGES - PERFORM b. EVOLUTION OF SEO KEYWORD DENSITY ANALYSIS c. WHY SEARCH ENGINE OPTIMIZATION? d. CRAWL RATE  INCORPORATING SEO IN THE e. FACTORS TO GET HIGHER RANKING IN WEBSITE DESIGN PROCESS SEARCH RESULTS  GENERATING SEO-FRIENDLY URLS f. SEARCH ENGINE SUBMISSIONS USING URL REWRITING g. DIRECTORY SUBMISSIONS AND  DEVELOP SITE STRUCTURE, INDEXING h. INDEXING NAVIGATION, AND A SITE MAP i. SEARCH ENGINE INDEXING  SUBMIT TO DIRECTORIES j. SEARCH ENGINE OPTIMIZATION: ON-  BUILD LINKS PAGE / ON-SITE  REPORTING, ANALYSIS, AND k. ON-SITE SEO AUDIT MAINTENANCE  CONTENT: RELEVANCE  DESIGN: RESPONSIVENESS 5. LOCAL SEO  ARCHITECTURE: SITE MAP a. LOCAL SEARCH AND SEO  URL b. LOCAL SEO (NATIVE MARKETING)  TITLE TAG c. LOCAL SEO CHECKLIST  META DESCRIPTIONS  KEYWORD DENSITY d. LOCAL SEO VS TRADITIONAL MARKETING  INTERNAL LINKING e. LOCAL RANKING FACTORS l. ON-SITE SEO CHECKLIST 2017 m. SEARCH ENGINE OPTIMIZATION: OFF- 6. GOOGLE ALGORITHMS PAGE / OFF-SITE a. GOOGLE ALGORITHM UPDATES n. OFF-SITE SEO b. PANDA UPDATE o. LINK BUILDING c. PANDA CONTENT p. LINK DEFINITIONS d. CHECKLIST TO DETERMINE IF THE SITE IS q. EXTERNAL REFERENCES HIGH QUALITY r. NOFOLLOW LINKS e. PENGUIN UPDATE s. LINK-BUILDING STRATEGIES t. OFF-SITE SEO CHECKLIST 2017 7. HACKING SEO a. PAGE SPEED LOADING b. USING GWT (GOOGLE WEBMASTER 11. SEARCH ENGINE SPAM AND PENALTIES TOOL) a. SEARCH ENGINE SPAM AND PENALTIES c. CAPTURING COMPETITORS’ TRAFFIC b. SEARCH ENGINE SPAM TECHNIQUES d. SCALING THE UN-SCALABLE c. PENALTIES d. SEARCH ENGINE PENALTIES 8. GROWTH HACKING TIPS FOR SEARCH e. SANDBOX EFFECT ENGINE OPTIMIZATION f. DUBIOUS SEO PRACTICES THAT MAY LEAD TO SEARCH ENGINE PENALTIES 9. SEO TOOLS AND PLATFORMS g. NOTABLE PENALTIES

10. SEO LAB AND CHALENGES 12. RELATED LEGISLATION (ACTS WORLDWIDE)

CHAPTER 6

CAMPAIGN MARKETING

MODULE OBJECTIVES 1. IMPORTANT TERMINOLOGY RELATED TO d. STEP 1: TARGET AUDIENCE SEGMENTATION e. STEP 2: DECIDE HOW TO REACH TARGET 2. DISPLAY ADVERTISING CONCEPT & AUDIENCE METRICS f. STEP 3: MARKET RESEARCH a. ONLINE ADVERTISING g. EXAMPLE OF A MARKET ANALYSIS b. DISPLAY ADVERTISING CONCEPT SURVEY c. LAUNCHING AND MANAGING DISPLAY h. DETERMINING MARKETING OBJECTIVES AD CAMPAIGN i. TYPES OF GRAPHIC ADS: BANNER ADS d. ROLE OF CPC IN A CAMPAIGN j. TYPES OF BANNERS ADS: FLASH e. STRATEGIES FOR LOWERING CPC BANNERS f. OTHER IMPORTANT TERMINOLOGY IN k. BANNER ADS STANDARD SIZES DISPLAY ADVERTISING CAMPAIGN l. TYPES OF GRAPHIC ADS: CONTEXT LINKED ADS 3. CAMPAIGN BUILDING m. TYPES OF GRAPHIC ADS: SEARCH LINKED a. CAMPAIGN MARKETING ADS b. ADVERTISING CAMPAIGN n. TYPES OF GRAPHIC ADS c. 5 W’S OF AD CAMPAIGN o. MEDIUMS USED FOR ONLINE d. THINGS TO CONSIDER BEFORE OPTING ADVERTISING FOR ADVERTISING CAMPAIGNS p. ADVERTISING ON WEBSITES (AFFILIATE e. KEY ELEMENTS OF ADVERTISING MARKETING) CAMPAIGN q. LIST OF POPULAR AFFILIATE NETWORKS f. COMMON MISTAKES IN AD CAMPAIGNS r. ADVERTISING ON BLOGS s. LIST OF ADVERTISING PROGRAMS FOR 4. CAMPAIGN MANAGEMENT BLOGS a. A/B TESTING t. ADVERTISING ON E-ZINES b. CAMPAIGN SCHEDULING u. ADVERTISING ON SOCIAL NETWORKS c. TARGETING AND DIFFERENT WAYS OF v. ADVERTISING ON SEARCH ENGINES TARGETING w. LIST OF POPULAR PPC ADVERTISING 6. REAL-TIME BIDDING (RTB) NETWORKS x. BUDGETING ON CAMPAIGN 7. CAMPAIGN REVIEW AND CONVERSION y. A SAMPLE BUDGET ALLOCATION TRACKING TEMPLATE z. A SAMPLE CAMPAIGN BUDGET PLAN 8. DISPLAY NETWORKS TEMPLATE aa. HOW TO PURCHASE ADVERTISING SPACE 9. DISPLAY ENGINE MARKETING (DEM) bb. EXCHANGE AD SPACE WITH ANOTHER PLATFORMS WEBSITE cc. BANNER EXCHANGE NETWORKS 10. CAMPAIGN TRACKING dd. ONLINE ADVERTISING AGENCY a. TRACK YOUR CAMPAIGN ee. HOW TO CHOOSE AN AGENCY FOR AD b. AD TRACKING CAMPAIGN c. TRACKING BANNER ADS ff. ONLINE AD AGENCIES d. AD TRACKERS gg. JOINING AN AD NETWORK e. COMMON ELEMENTS THAT ARE hh. JOINING AN AD NETWORK: PUXEE TRACKED ii. AD NETWORKS f. CAMPAIGN TRACKING IN GOOGLE jj. DECIDE ON THE ADVERTISING TACTICS ADWORDS kk. PERSUASIVE TECHNIQUES USED IN g. ONLINE AD TRACKING TOOL: ADVERTISING LINKTRACKR ll. TECHNIQUES FOR MAKING AN h. ONLINE AD TRACKING SERVICES ADVERTISEMENT COST EFFECTIVE i. TEST, LEARN, REFINE mm. DESIGN ONLINE ADVERTISEMENT j. MONITORING THE EFFECTIVENESS OF nn. DESIGN AN ONLINE ADVERTISEMENT: ONLINE ADS BANNER ADS k. AD RANK: A PARAMETER TO MEASURE oo. CREATE YOUR BANNER: CAMPAIGN EFFECTIVENESS 20DOLLARBANNERS l. CAMPAIGN OPTIMIZATION pp. CREATE YOUR BANNER: BANNERSNACK m. POST AD-CAMPAIGN REPORT qq. BANNER AD DESIGNING SERVICE PROVIDERS 11. CAMPAIGN MARKETING MANAGEMENT rr. LANDING PAGES TOOLS ss. CLASSIFICATION OF LANDING PAGE AND DESIGN 12. GROWTH HACKING TIPS FOR CAMPAIGN tt. LAUNCH YOUR CAMPAIGN MARKETING uu. HTML5 BANNERS 13. CAMPAIGN MARKETING LAB 5. BID MANAGEMENT 14. RELATED LEGISLATION CHAPTER 7

SEARCH ENGINE MARKETING

MODULE OBJECTIVES 1. SEARCH ENGINE ADVERTISING t. WHY SELECTING A PROPER LANDING a. SEARCH ENGINE MARKETING PAGE IS IMPORTANT FOR EFFECTIVE b. TWO MAJOR PARTS OF SEM SEARCH ENGINE ADS c. HOW SEA RELATES WITH SEO u. FEATURES OF LANDING PAGES d. SEARCH ENGINE MARKETING v. LANDING PAGE OPTIMIZATION (LPO) e. SEARCH ENGINE ADVERTISING w. WHAT MAKES A GOOD LANDING PAGE? x. LANDING URLS 2. SEARCH ENGINE ADVERTISEMENT y. SEARCH PARTNER NETWORK AND CLASSIFICATIONS CONTEXT

3. OBJECTIVES OF SEARCH ENGINE 5. SEARCH RETARGETING ADVERTISING a. REMARKETING b. REMARKETING STRATEGIES c. IMPLEMENTATION OF REMARKETING 4. ADVERTISINGS WITH SEM PROGRAMS a. SEARCH ENGINES WORLDWIDE 6. ADVERTISING ON GOOGLE b. SEM USED FOR ADVERTISING a. GOOGLE c. TARGETING THE RIGHT CUSTOMER b. ADVERTISING ON GOOGLE d. COST METRICS IN SEARCH ADVERTISING c. NETWORK e. TERMINOLOGY USED IN SEARCH ENGINE d. PRODUCT LISTING ADS ADVERTISING e. DYNAMIC SEARCH ADS f. INTERACTIVE AD FORMATS f. TYPES OF AD EXTENSIONS g. SEARCH ENGINE MARKETING g. TECHNIQUES h. TYPES OF PAID SEARCH ADVERTISING: 7. ADWORDS a. TYPES OF CAMPAIGN IN GOOGLE i. TYPES OF PAID SEARCH ADVERTISING: ADWORDS PAID PLACEMENT b. HOW ADWORDS WORK? j. TYPES OF PAID SEARCH ADVERTISING: c. ANATOMY OF GOOGLE ADWORDS AD PAY PER CLICK (PPC) d. GOOGLE ADWORDS EDITORIAL k. PAY-PER-CLICK MANAGEMENT GUIDELINES l. STARTING A PPC ADVERTISING e. WHY GOOGLE ADWORDS? CAMPAIGN f. BENEFITS OF ADWORDS m. BID MANAGEMENT g. ADWORDS AD WRITING TIPS n. BID MANAGEMENT TOOLS h. THINGS TO AVOID IN AN ADWORDS o. CONTENT PROMOTION CAMPAIGN p. SEARCH ENGINE ADVERTISING i. ADWORDS ACCOUNT BASICS q. PPC MANAGEMENT SOFTWARE: j. SETTING UP AN EFFECTIVE GOOGLE MARKETO ADWORDS CAMPAIGN r. PPC MANAGEMENT COMPANIES k. ADWORDS AD FORMAT s. LANDING PAGES l. SELECT CAMPAIGN IN GOOGLE ADWORDS m. CAMPAIGN TYPES AND AD FORMATS n. SELECT KEYWORDS FOR ADWORDS c. YAHOO! AD PRODUCTS CAMPAIGN d. YAHOO! AD SPECS o. DYNAMIC KEYWORD INSERTION (DKI) p. ADWORDS AD PRINCIPLES 9. MICROSOFT ADCENTER q. ADWORDS AD POLICIES a. MICROSOFT ADCENTER r. ADWORDS TARGETING b. BING ADS s. CREATING DISPLAY ADS USING DISPLAY c. WHY TO CHOOSE BING AND YAHOO AD BUILDER TOOL SEARCH ADVERTISING? t. PERFORMANCE MONITORING AND d. BING ADS DASHBOARD CONVERSION TRACKING e. KEY ELEMENTS OF BING ADS u. ADWORDS EXPRESS f. EDITORIAL GUIDELINES v. COMPARISON BETWEEN ADWORDS g. CLICK QUALITY EXPRESS AND ADWORDS h. YAHOO! BING NETWORK w. IMPROVING YOUR CLICK THROUGH i. ADVERTISING WITH YAHOO! BING RATE (CTR) NETWORK x. WHAT IS ADSENSE j. TYPES OF AD EXTENSIONS y. FEATURES OF ADSENSE k. ADDING BUSINESS ADDRESS USING z. PUTTING ADS ON YOUR SITE LOCATION EXTENSIONS aa. GOOGLE ADSENSE AD FORMATS l. TRACKING WEBSITE ACTIVITY USING bb. WHERE DO THE ADS COME FROM? CAMPAIGN ANALYTICS cc. GETTING PAID m. AD EXTENSIONS: CREATING SITELINK dd. HOW TO START EXTENSIONS ee. GOOGLE ADSENSE APPROVAL PROCESS n. HOW TO VIEW THE QUALITY SCORE OF ff. GOOGLE ADSENSE SECRETS, TIPS AND YOUR AD? TRICKS o. HOW TO IMPORT CAMPAIGNS FROM gg. TIPS FOR GETTING MORE RELEVANT ADS GOOGLE ADWORDS? IN ADSENSE hh. MAKING MONEY WITH GOOGLE p. BING ADS PERFORMANCE TRACKING ADSENSE q. BING ADS PERFORMANCE OPTIMIZING ii. BEST PRACTICES FOR ADVERTISING ON r. BING ADS BUDGETING AND BILLING GOOGLE s. COMPARISON BETWEEN BING ADS AND GOOGLE ADWORDS 8. YAHOO! SEARCH MARKETING 10. GROWTH HACKING TIPS FOR SEARCH a. BEST PRACTICE OF YAHOO SEARCH ENGINE MARKETING MARKETING b. GOOGLE AD WORDS VS YAHOO SEARCH 11. LAB - GOOGLE ADWORDS MARKETING

CHAPTER 8

CONTENT MARKETING

MODULE OBJECTIVES 1. CONTENT MARKETING PRINCIPLES & b. WHY IS CONTENT MARKETING TACTICS IMPORTANT a. CONTENT MARKETING VS TRADITIONAL c. CONTENT MARKETING OVERVIEW AND MARKETING OBJECTIVES d. CONTENT MARKETING e. CONTENT MARKETING METRICS: SALES IMPLEMENTATION CYCLE e. CONTENT MARKETING ROLE & TACTICS 3. CONTENT MARKETING STAGES f. CONTENT MARKETING TOOLS AND a. CONTENT MARKETING STAGES TACTICS b. CONTENT MARKETING STAGES: REACH g. WHAT IS A BLOG? c. CONTENT MARKETING STAGES: h. TERMINOLOGIES RELATED TO BLOG ENGAGEMENT i. DIFFERENT TYPES OF BLOGS d. CONTENT MARKETING STAGES: j. QUALITIES OF A GOOD BLOG CLOSURE k. CHARACTERISTICS OF A BLOG l. BLOGGING FOR MERCHANTS 4. CONTENT MARKETING STRATEGY m. BLOG ADVERTISING n. CONTENT WRITING AND OUTSOURCING 5. RETENTION MARKETING FOR BLOGS a. RETENTION MARKETING AND ITS o. CONSIDERATIONS FOR OUTSOURCING ADVANTAGES CONTENT b. STRATEGIES FOR RETENTION p. GUEST BLOGGING MARKETING q. HIGH QUALITY GUEST POSTING VS. LOW QUALITY GUEST POSTING 6. CONVERSION METRICS r. BEST PRACTICES FOR BLOGGING s. BLOG MARKETING STRATEGIES 7. INTELLECTUAL PROPERTY & COPYWRITING t. BLOG OPTIMIZATION: RSS a. INTELLECTUAL PROPERTY ISSUES u. BLOG RSS: BLOGDIGGER b. ADVERTISING COMPLIANCE AND v. LIST OF BLOG RSS TESTIMONIAL DISCLOSURE w. OPTIMIZING THE BLOG: BLOG REQUIREMENTS DIRECTORIES 8. GROWTH HACKING TIPS FOR CONTENT 2. CONTENT MARKETING KPIS MARKETING a. CONTENT MARKETING KPIS b. CONTENT MARKETING KPIS: 9. LAB – WORDPRESS CONSUMPTION c. CONTENT MARKETING KPIS: SHARING 10. RELATED LEGISLATION d. CONTENT MARKETING KPIS: LEAD GENERATION

CHAPTER 9

E-MAIL MARKETING

MODULE OBJECTIVES 1. DESIGN PRINCIPLES h. MOBILE-FRIENDLY DESIGN ELEMENTS a. DESIGN PRINCIPLES i. LAYOUT b. KEY DESIGN PRINCIPLES j. DIRECTIONAL CUE c. VISUAL HIERARCHY k. RELEVANT VISUALS d. STANDARD STRUCTURE OF AN EMAIL l. WHITE SPACE e. CALL TO ACTION (CTA) f. TYPES OF CALL TO ACTION BUTTONS 2. SEGMENTATION g. RESPONSIVE DESIGN a. SEGMENTATION b. EMAIL SEGMENTATION- 5 STAGES OF 6. DATA DRIVEN MARKET PLACE (DDM) SOPHISTICATION a. DATA DRIVEN MARKET PLACE (DDM) c. WAYS TO SEGMENT A LIST b. DATA DRIVEN EMAIL MARKETING d. ADVANTAGES OF EMAIL SEGMENTATION e. IMPORTANT TIPS TO GET STARTED 7. ANALYTICS AND METRICS a. IMPORTANT EMAIL MARKETING 3. A/B TESTING METRICS a. A/B TESTING IN EMAIL MARKETING b. OPEN RATE b. RELATED TERMINOLOGY c. TIPS TO GET GOOD OPEN RATE c. ELEMENT FOR A/B SPLIT TEST d. UNSUBSCRIBE RATE d. PROCESS OF A/B TESTING e. CONVERSION RATE e. IMPORTANT POINTS ON EMAIL A/B f. BOUNCE RATE TESTING g. CAUSES OF HIGH BOUNCE RATE h. CLICK THROUGH RATE 4. SCHEDULING 8. GROWTH HACKING TIPS FOR EMAIL 5. DATABASE AND SUBSCRIPTION MARKETING MANAGEMENT a. DATA MANAGEMENT 9. LABS – SCOPE b. DATA SOURCES IMPORTANT FOR EMAIL MARKETING 10. RELATED LEGISLATION c. SUBSCRIPTION MANAGEMENT a. SOME MAJOR RULES FOR COMPLIANCE d. STEPS TO SET-UP A SUBSCRIPTION LIST b. EMAIL SPAM c. LEGALITY IN SPAM

CHAPTER 10

AFFILIATE MARKETING

MODULE OBJECTIVES 1. INTRODUCTION TO a. WHO IS AN AFFILIATE? b. WHAT’S AN AFFILIATE PROGRAM? c. SETTING UP AN AFFILIATE PROGRAM d. AFFILIATE NETWORKS e. HOW AFFILIATE MARKETING WORKS f. AFFILIATE MARKETING COMPENSATION METHODS g. ADVANTAGES OF AFFILIATE MARKETING h. CHANGES SEEN IN AFFILIATE MARKETING i. SECRETS OF AFFILIATE MARKETING j. PRICING AND PAYMENT MODELS k. GUIDELINES TO RAISE AFFILIATE COMMISSION l. SWOT ANALYSIS OF AFFILIATE MARKETING m. AFFILIATE MARKETING’S CLICKS, SALES AND LEADS TRACKING METHODS n. TRACKING AFFILIATE MARKETING PROGRAM

2. 2-TIER: PARTNERSHIPS a. TWO-TIER AFFILIATE PROGRAM b. EXCHANGE OF ADS BETWEEN BUSINESS OWNERS c. COMPARING AFFILIATE MARKETING AND BANNER ADS d. HOW TO ADVERTISE WITH AFFILIATE NETWORK

3. 3-TIER: ECOSYSTEM a. 3-TIER AFFILIATE PROGRAM b. HOW TO JOIN THE AMAZON ASSOCIATES PROGRAM

4. SUPPLY SIDE PLATFORM (SSP) a. RELATION BETWEEN SSP, DSP AND AD EXCHANGE b. EXAMPLE OF AN AFFILIATE WEBSITE c. AFFILIATE NETWORK EXAMPLE: SHAREASALE d. AFFILIATE NETWORK EXAMPLE: COMMISSION JUNCTION e. AFFILIATE NETWORK EXAMPLE: CLICKBANK f. AFFILIATE NETWORK LIST

5. DEMAND SIDE PLATFORM (DSP)

6. AFFILIATE VS REFERRAL

7. BEST PRACTICES FOR AFFILIATE MARKETING a. DESIGNING AN AFFILIATE MARKETING SYSTEM b. STEP 1: OBJECTIVES SETTING c. STEP 2: BUDGET CREATION d. STEP 3: RECRUIT AFFILIATES e. STEP 4: JOIN AN AFFILIATE NETWORK f. STEP 5: COMMUNICATING WITH AFFILIATES g. STEP 6: UPDATING YOUR AFFILIATES h. STEP 7: CREATING AN AFFILIATE FRIENDLY WEBSITE i. STEP 8: BUILDING AN AFFILIATE PROGRAM j. STEP 9: EVALUATING AN AFFILIATE PROGRAM k. STEP 10: TRACKING AN AFFILIATE PROGRAM l. STEP 11: EVALUATE NETWORK PROVIDERS m. STEP 12: PROTECT YOUR BRAND n. STEP 13: GENERATE SALES o. STEP 14: INCREASE TRAFFIC

8. GROWTH HACKING TIPS FOR AFFILIATE MARKETING

9. LABS - GOOGLE ADSENSE

10. RELATED LEGISLATION CHAPTER 11

SOCIAL MEDIA MARKETING & MANAGEMENT

MODULE OBJECTIVES 1. . STEP 7: ADDING SOCIAL PLUGINS – a. TOP SOCIAL MEDIA SITES LIKE BUTTON b. SOCIAL NETWORKING STATISTICS 2017 . STEP 8: TRACKING WITH FACEBOOK c. 5C’S OF SOCIAL MEDIA MARKETING ANALYTICS STRATEGY . STEP 9: DEVELOPER TOOLS AND d. SOCIAL MEDIA OPTIMIZATION (SMO) APPS e. SOCIAL NETWORKING WORLD MAP . BEST PRACTICES FOR EFFECTIVE f. SOCIAL ADVERTISING FACEBOOK MARKETING g. BENEFITS OF SOCIAL ADVERTISING b. TWITTER

. TWITTER, AN EFFECTIVE 2. MARKETING THROUGH SOCIAL MEDIA MARKETING TOOL PLATFORMS . TWITTER MARKETING STRATEGIES a. FACEBOOK . TWITTER MARKETING STEPS . HOW BROAD FACEBOOK ADS . AUDIENCE CAN BE STEP 1: SET UP YOUR PERSONAL . FACEBOOK STATISTICS 2017 TWITTER PROFILE . FACEBOOK OVERVIEW . STEP 2: PLAN YOUR TWITTER . FACEBOOK PROFILE CONTENT STRATEGY . PERSONAL PROFILE VS. BUSINESS . STEP 3: KNOW YOUR COMPETITORS PROFILE . STEP 4: BUILD YOUR AUDIENCE . FACEBOOK PAGES  ADDING FOLLOW BUTTON ON . ADVANTAGES OF FACEBOOK . BEST PRACTICES OF FACEBOOK WEBSITE PAGES  ADDING RETWEET BUTTON ON . TIPS FOR CREATING FACEBOOK POST OR BLOG PAGES  KEEPING WEBSITE LINK TO . FACEBOOK AS AN EFFECTIVE EMAIL SIGNATURE MARKETING PLATFORM  ADDING TWITTER PROFILE TO . FACEBOOK POSTS OTHER SOCIAL NETWORK . SPONSORED STORIES . MARKETING OPPORTUNITIES ON WEBSITE FACEBOOK- FACEBOOK GROUPS  IMPORTING CONTACTS FROM . FACEBOOK MARKETING STEPS , HOTMAIL, YAHOO, OR . STEP 1: DEVELOPING A FACEBOOK AOL MARKETING PLAN  SEARCHING PEOPLE ON TWITTER . STEP 2: CREATING A PAGE USING FOLLOWERWONK . STEP 3: BUILDING YOUR AUDIENCE  . STEP 4: PROMOTING YOUR PAGE LOOKING FOR INFLUENCERS IN . STEP 5: ADVERTISING YOUR PAGE – INDUSTRY ON TWITTER BY FACEBOOK ADS USING KLOUT WEBSITE . STEP 6: MEASURING YOUR AD – . STEP 5: ENGAGE WITH YOUR ADS MANAGER AUDIENCE . STEP 6: ENHANCE YOUR WEBSITE . STEP 2: BUILD YOUR NETWORK WITH TWITTER . STEP 3: USE LINKEDIN GROUPS . STEP 7: ADVERTISE WITH TWITTER . STEP 4: EXPLORE PRO ACCOUNT . STEP 8: ANALYZE YOUR RESULTS FEATURES . TWITTER METRICS: ENGAGEMENT . STEP 5: SET UP YOUR COMPANY . TWITTER METRICS: RESPONSE TIME PAGE . TWITTER METRICS: RESPONSE RATE . STEP 6: ADVERTISE WITH LINKEDIN . TWITTER METRICS: REACH . STEP 7: PROMOTE YOUR WEBSITE . TWITTER METRICS: POTENTIAL WITH LINKEDIN IMPRESSIONS . STEP 8: ANALYZE YOUR RESULTS . TWITTER MARKETING TOOLS . LINKEDIN MARKETING TOOL: . TWITTER MARKETING BEST BUFFER PRACTICES . LINKEDIN MARKETING TOOLS c. INSTAGRAM . LINKEDIN MARKETING TOOLS: . HOW INSTAGRAM IS EFFECTIVE OKTOPOST & SPROUTSOCIAL . INSTAGRAM FOR BUSINESS . LINKEDIN MARKETING TOOLS: . HOW TO USE INSTAGRAM JUMPLEAD & HOOTSUITE . HOW TO USE INSTAGRAM FOR . BEST PRACTICES FOR LINKEDIN PROMOTING BRAND MARKETING . 1. SET UP OPTIMIZED BUSINESS f. YOUTUBE INSTAGRAM ACCOUNT . WHY USE YOUTUBE FOR . 2. DESIGN POPULAR INSTAGRAM MARKETING POSTS WHICH USERS WANT TO . YOUTUBE ANALYTICS FOLLOW . YOUTUBE CHANNEL . 3. GROW YOUR FOLLOWERS LIST . YOUTUBE ADVERTISING . 4. BOOST ENGAGEMENT ON . HOW TO REACH A TARGET INSTAGRAM TO STRENGTHEN AUDIENCE USING YOUTUBE VIDEOS CUSTOMER RELATIONSHIPS g. GOOGLE+ . 5. MEASURE YOUR INSTAGRAM . EXAMPLE OF GOOGLE+ PROFILE SUCCESS TO CONTINUE GROWING PAGE d. SNAPCHAT . GOOGLE+ FOR BUSINESS (G SUITE) . STRONG ADVANTAGES TO . MARKETING OPPORTUNITIES IN MARKETING ON SNAPCHAT GOOGLE+ . HOW TO BUILD SNAPCHAT . GOOGLE+ MARKETING STEPS FOLLOWING . STEP 1: SETTING UP YOUR . HOW BRAND CAN USE SNAPCHAT? PERSONAL PROFILE e. LINKEDIN . STEP 2: CREATING A BUSINESS PAGE . LINKEDIN REGISTERED MEMBERS . STEP 3: CREATING A LOCAL . LINKEDIN MARKETING BUSINESS PAGE . LINKEDIN MARKETING STEPS . STEP 4: PLANNING YOUR CONTENT . STEP 1: SET UP YOUR STRATEGY PROFESSIONAL LINKEDIN PROFILE . STEP 5: BUILDING AUDIENCE – FIND l. EXAMPLES OF SOCIAL MEDIA PEOPLE WITH GOOGLE+ CIRCLES MARKETING CAMPAIGNS . STEP 6: PROMOTING YOUR m. SOCIAL MEDIA MARKETING TOOLS

BUSINESS – GOOGLE+ EVENTS 4. GROWTH HACKING TIPS FOR SOCIAL . STEP 7: ADDING SOCIAL PLUGINS – MEDIA MARKETING GOOGLE+ BUTTON . STEP 8: LINKING YOUR WEBSITE 5. SOCIAL LISTENING WITH GOOGLE+ PAGE . STEP 9: CONNECTING GOOGLE+ 6. SOCIAL MEDIA ANALYTICS PLATFORMS PAGES TO ADWORDS ACCOUNT a. TRACKING WITH FACEBOOK ANALYTICS b. FACEBOOK ANALYTICS TOOLS . STEP 10: MEASURING YOUR SOCIAL c. TWITTER ANALYTICS TOOLS PRESENCE ON GOOGLE+ PAGES d. TWITTER MARKETING TOOL: HOOTSUITE . BEST PRACTICES FOR GOOGLE+ e. LINKEDIN ANALYTICS TOOL: SIMPLY MARKETING MEASURED o WECHAT VS WEIBO f. LINKEDIN ANALYTICS TOOL: LINKEDIN . WECHAT: HOUSE OF APPS MAPS

. BRANDING ON CHINESE SOCIAL g. GOOGLE+ ANALYTICS TOOL: ENGAGOR h. GOOGLE+ ANALYTICS TOOL: PLUSYA MEDIA: WeChat VS Weibo i. GOOGLE+ ANALYTICS TOOLS: GOOGLE . WECHAT AND WEIBO ANALYTICS AND SIMPLY MEASURED j. INSTAGRAM ANALYTICS TOOL: KEYHOLE 3. SOCIAL MEDIA CAMPAIGNS/ADVERTISING k. INSTAGRAM ANALYTICS TOOL: a. STEPS FOR CREATING A SOCIAL MEDIA ICONOSQUARE CAMPAIGN l. SNAPCHAT ANALYTICS TOOL: b. STEP 1: PLAN YOUR SOCIAL MEDIA SNAPLYTICS CAMPAIGN m. SNAPCHAT ANALYTICS TOOL: c. STEP 2: KNOW YOUR TARGET AUDIENCE FULLSCOPE.TV d. STEP 3: SELECT YOUR SOCIAL MEDIA n. YOUTUBE ANALYTICS TOOL: ‘YOUTUBE PLATFORM ANALYTICS’ e. STEP 4: CREATE CONTENT FOR YOUR o. YOUTUBE ANALYTICS TOOL: CHANNEL CAMPAIGN METER f. STEP 5: SELECT YOUR CAMPAIGN BUDGET 7. SOCIAL MEDIA MANAGEMENT g. STEP 6: TRACK, IMPROVE AND RESPOND PLATFORMS h. SOCIAL MEDIA KPI i. SOCIAL MEDIA KPI: LEAD GENERATION 8. HOOTSUITE (LABS) j. SOCIAL MEDIA KPI: INCREASING YOUR FOLLOWING 9. RELATED LEGISLATION k. SOCIAL MEDIA KPI: INFLUENCER OUTREACH

CHAPTER 12

MOBILE & PROXIMITY MARKETING

MODULE OBJECTIVES 1. MOBILE APPS t. MOBILE ADVERTISING CAMPAIGN a. APP-BASED MARKETING APPROACHES b. MOBILE APPLICATIONS u. MOBILE ADVERTISING METRICS c. TYPES OF MOBILE APPS v. TYPES OF MOBILE ADS d. KEY PLAYERS IN MOBILE APPS w. INITIATE YOUR CAMPAIGN ADVERTISING x. TRACK YOUR CAMPAIGN WITH MOBILE e. MOBILE APP ADVERTISING ANALYTICS OPPORTUNITIES y. HOW ANALYTICS WORKS TO STUDY f. MOBILE APPLICATION AD CONSUMER BEHAVIOR CONSIDERATIONS z. MOBILE ANALYTICS TOOLS g. MOBILE APP CREATION TOOLS aa. MOBILE CAMPAIGN ANALYTICS TOOLS h. MOBILE APPS ANALYTIC SERVICES bb. MOBILE CAMPAIGN TRACKING TOOLS cc. STRATEGIES FOR A SUCCESSFUL MOBILE 2. MOBILE ADVERTISING CAMPAIGN a. TERMINOLOGY b. MOBILE ADVERTISING ECOSYSTEM 3. SMS MARKETING c. MOBILE ADVERTISING ECOSYSTEM: AD a. SHORT MESSAGE SERVICE (SMS) AGENCIES MARKETING d. CHECKLIST FOR SELECTING AN AD b. EXAMPLES OF MOBILE MESSAGING ADS AGENCY c. HOW SMS MESSAGING WORKS? e. MOBILE AD AGENCIES LIST d. CREATING SMS MARKETING CAMPAIGN: f. MOBILE ADVERTISING ECOSYSTEM: AD MOGREET EXPRESS NETWORKS e. SMS MARKETING SERVICES g. CHECKLIST FOR SELECTING AN AD f. EMERGING TRENDS OF MOBILE NETWORK MARKETING h. MOBILE ADVERTISING ECOSYSTEM: g. THE MOBILE FUTURE – 4G, MOBILE AFFILIATE NETWORKS SMARTPHONES, MOBILE PAYMENT i. MOBILE ADVERTISING ECOSYSTEM: AD h. MOBILE SEARCH MARKETING SERVER i. FACTORS DETERMINING SUCCESSFUL j. CHECKLIST FOR SELECTING AN AD MOBILE SEARCH MARKETING SERVER SOLUTION j. MOBILE EMAIL k. MOBILE ADVERTISING ECOSYSTEM: k. MOBILE SOCIAL NETWORKING CONTENT PUBLISHER l. ENGAGING THE MOBILE USER l. CHECKLIST FOR CREATING CONTENT TO m. MOBILE CONVERSION BEST PRACTICES GROW YOUR BRAND n. MOBILE MARKETING m. MOBILE ADVERTISING ECOSYSTEM: o. INTRODUCTION TO MOBILE CONTENT ENABLER ADVERTISING n. CHECKLIST FOR SELECTING A CONTENT p. TECHNOLOGIES FACILITATING MOBILE ENABLER SOLUTION ADVERTISING o. MOBILE ADVERTISING ECOSYSTEM: q. STEPS FOR CREATING A MOBILE CARRIER NETWORK CAMPAIGN p. CHECKLIST FOR SELECTING A MOBILE r. PLAN YOUR CAMPAIGN CARRIER NETWORK s. IDENTIFY YOUR TARGET AUDIENCE q. MOBILE ADVERTISING BUYING t. PLANNING AND FINDING A TARGET PATTERNS AUDIENCE USING OUR MOBILE PLANET r. REAL-TIME BIDDING (RTB) u. BUILD YOUR CAMPAIGN s. REAL-TIME BIDDING: SITESCOUT INFRASTRUCTURE PLATFORM v. SELECT YOUR MOBILE ADVERTISING c. BLUETOOTH MARKETING SOFTWARE: CHANNEL BLUE MAGNET

4. PROXIMITY MARKETING 7. QR CODES a. PROXIMITY MARKETING a. QR CODES MARKETING b. b. QUICK-RESPONSE (QR) CODES c. IMPORTANCE OF MOBILE OPTIMIZED c. HOW A QR CODE WORKS WEBSITES d. CREATING QR CODES USING TAPPINN d. MOBILE WEB ADVERTISING e. MOBILE TV ADVERTISING e. DIFFERENCE BETWEEN MOBILE ADS AND f. LOCATION-BASED MARKETING WEB ADS g. MOBILE MARKETING TOOLS f. GOOGLE MOBILE ADVERTISING g. MOBILE WEBSITE 8. ANALYTICS h. MOBILE SITE DESIGN a. ANALYTICS FOR MOBILE MARKETING i. DEVELOPING MOBILE SITES b. GOOGLE ANALYTICS j. BUILDING MOBILE-OPTIMIZED c. SEGMENT.IO WEBSITES: RESPONSIVE WEB DESIGN d. MIXPANEL (RWD) e. FLURRY k. BUILDING MOBILE-OPTIMIZED f. LOCALYTICS WEBSITES: RESPONSIVE DESIGN AND SERVER SIDE COMPONENTS 9. AUGMENTED REALITY & INTEGRATION l. RESPONSIVE VS. MOBILE VERSION m. HOW ARE MOBILE WEB PAGES 10. GROWTH HACKING TIPS FOR MOBILE AND DIFFERENT FROM REGULAR WEB PROXIMITY MARKETING PAGES? 11. LABS – BLUETOOTH PROXIMITY n. MOBILE SITE BUILDERS o. PROXIMITY MARKETING: WI FI MARKETING MARKETING 12. RELATED LEGISLATION 5. NFC (NEAR FIELD COMMUNICATION) a. CODE OF CONDUCT b. MOBILE MARKETING ASSOCIATION 6. BLUETOOTH (MMA) a. PROXIMITY MARKETING: BLUETOOTH c. INTERACTIVE ADVERTISING BUREAU b. HOW DOES BLUETOOTH MARKETING (IAB) WORK?

CHAPTER 13

VIDEO MARKETING

MODULE OBJECTIVES 1. VIDEO MARKETING PRINCIPLES c. TYPES OF VIDEO ADS a. PERCENTAGE OF INTERNET USERS d. SET GOALS WATCHING PRODUCT VIDEOS IN SOCIAL e. CREATE VIDEOS NETWORKS f. OPTIMIZE YOUR VIDEO FOR SEO b. VIDEO ADVERTISING g. REASONS TO USE VIDEO MARKETING h. ONLINE VIDEO SEO 4. BEST PRACTICES AND TOOLS i. HOW TO ADD A YOUTUBE VIDEO IN a. BEST PRACTICES FOR UPLOADING YOUR WEBSITE OR BLOG? VIDEOS j. PROMOTION b. COMMON METRICS USED IN ONLINE k. PROMOTING VIDEO USING YOUTUBE VIDEO ADVERTISING WITH GOOGLE ADWORDS c. ONLINE VIDEO ANALYTICS TOOLS l. PROMOTING VIDEO USING FACEBOOK m. PROMOTING VIDEO USING EMAIL AND 5. GROWTH HACKING TIPS FOR VIDEO BLOGS MARKETING n. TRACK YOUR ONLINE VIDEOS o. YOUTUBE ANALYTICS 6. VIRTUAL REALITY p. TRACKING ADS 7. LIVE STREAMING 2. VIDEO MARKETING PRINCIPLES a. LIVE VIDEO STREAMING b. LIST OF VIDEO MARKETING NETWORKS 3. VIDEO MARKETING GUIDELINES 8. LABS - YOUTUBE

CHAPTER 14

STRATEGY & PLANNING

MODULE OBJECTIVES 1. UNDERSTANDING THE STRATEGIC g. ORGANIZATION MISSION, VISION & PLANNING VALUES a. FIVE STEPS TO A STRATEGIC PLAN h. MARKETING MISSION & VISION i. SITUATION ANALYSIS b. STRATEGIC PLANNING BEST PRACTICES j. BUSINESS & MARKETING OBJECTIVES c. THE NEED OF SWOT ANALYSIS IN k. STRATEGY STRATEGIC MARKETING l. TACTICS d. STRATEGIC PLANNING: BENEFITS m. ACTIVITY PLAN e. STRATEGIC PLANNING: BENCHMARKING n. EVALUATION

2. DIGITAL MARKETING STRATEGY 3. DIGITAL MARKETING MIX, BUDGETING & a. MARKETING STRATEGY PROCESS ROI b. BOOST YOUR DIGITAL MARKETING a. DIGITAL MARKETING MIX, BUDGETING & STRATEGY ROI c. DEFINE YOUR CONTENT MARKETING b. MARKETING MIX: 5P’s MATRIX c. DIGITAL MARKETING MIX: 5C’s d. DEFINE YOUR CUSTOMER JOURNEY - d. DIGITAL MARKETING MIX PROCESS LIFECYCLE MARKETING MODEL EXAMPLE e. DIGITAL MARKETING PLAN: STRUCTURE e. DIGITAL MARKETING BUDGETING f. INTRODUCTION AND EXECUTIVE f. MARKETING STRATEGY: BUDGETING SUMMARY STAGES g. BUDGETING: 1. DEFINE GOALS h. BUDGETING: 2. EXPECTED FISCAL YEAR c. MARKETING PROGRAM PLANNING ALLOCATION d. HIGH LEVEL PROGRAM PLANNING i. BUDGETING: 3. AVERAGE/STANDARD TEMPLATE CORPORATE BUDGET ANNUAL e. YEARLY PROGRAM VIEW BY QUARTER ALLOCATION j. BUDGETING: 4. AVERAGE/STANDARD f. PROGRAM ROADMAP CORPORATE BUDGET ALLOCATION PER g. PRODUCT LAUNCH PROGRAM PLAN INDUSTRY REVENUE h. FUNNEL ANALYSIS: PROGRAM A k. BUDGETING : EXAMPLE OF BUDGET (WEBINAR EXAMPLE) ALLOCATION TABLE i. CAMPAIGN DETAILS l. BUDGETING: 5. MARKETING BUDGET j. CONTENT PLANNING SEGMENTATION PER MARKETING k. CONTENT PROGRAM DRILL-DOWN PER METHOD m. BUDGETING: 5. MARKETING BUDGET QUARTER SEGMENTATION ROI l. YEARLY EVENTS CALENDAR n. BUDGETING: 5. MARKETING BUDGET m. LAB CHALLENGES SEGMENTATION PER MEDIUM o. BUDGETING: EXAMPLE OF BUDGET 6. PROGRAMMATIC MARKETING ALLOCATION PER CHANNEL a. WHAT IS PROGRAMMATIC MARKETING? p. BUDGETING: 5. MARKETING BUDGET b. HOW DOES IT WORK? PROGRAMMATIC FORECASTS ADVERTISING q. METRICS TO MEASURE ROI c. IMPROVE PROGRAMMATIC ROI: BEST r. TIPS TO INCREASE ROI PRACTICES s. MARKETING CAMPAIGNS THAT ARE d. PROGRAMMATIC MARKETING: TOOLS BEST FOR ROI: TRACKING MODULE (UTM) 7. LAB: MARKETING AUTOMATION t. UTMS WITH EMAIL CAMPAIGNS PLATFORMS u. TRACKING THE PURCHASES FROM OUR a. WHAT IS MARKETING AUTOMATION? EMAIL CAMPAIGNS b. MARKETING AUTOMATION: TOOLS

4. GROWTH HACKING TIPS FOR STRATEGY 8. PARDOT, B2B MARKETING AUTOMATION PLANNING BY SALESFORCE a. PARDOT B2B MARKETING AUTOMATION BY SALESFORCE 5. LAB: BUILDING MARKETING STRATEGY b. PARDOT’S PROS AND CONS a. LAB: BUILDING MARKETING STRATEGY c. MARKETING AUTOMATION PLATFORM: PLAN EXAMPLE PARDOT b. OBJECTIVES AND STRATEGIES