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FOUNDATIONS OF DIGITAL MARKETING

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Foundations of Digital MarketingCourse start date: Immediately | Duration: 4 months access | Cost: R2 799 / month

Our goal is for our students to not just be consumers of information. Rather, they should be active creators and contributors – taking our craft as digital marketers forward. That’s what we mean when we talk about mastery.

“Who is this course for?

This course is designed for anyone wanting a high level grasp

of digital marketing. Students wanting to build a career in

digital marketing before committing to specialising in either

content or analytics, business owners wanting to get a better

understanding of online or marketing/client-facing managers

wanting to upskill or reskill for career advancement.

Your Course convenor

Neil Pursey, is a thought-leader in the digital marketing

space, having spoken at conferences like Wordcamp and

institutions like UCT and AAA Advertising. He has also con-

sulted to brands like Discovery, Pick n Pay and Edgars over

the past decade.

He was also fortunate enough to be one of five co-found-

ing members to the GROW Academy, an NGO focused on

providing digital marketing training to over 500 of South

Africa’s under-resourced youth.

Tel: 021 818 5792 | Email: support@webgrowth.co.za

Register

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Foundations of Digital Marketing

SEO Foundations

WEEK 1 | 8 HOURS

• Introduction to SEO

• On-Page Optimisation

• Off-Site Optimisation

• Duplicate Content

• Keyword Research & Competitive Intelligence

• Design & Architecture

• Local SEO

• SEO Measurement

• Algorithm Updates & SEO Changes

• Integrating SEO with Other Disciplines

PPC Foundations

WEEK 2 | 10 HOURS

• Learners will use the following tools• Introduction to PPC• Account Hierarchy• The Buying Funnel• The PPC Auction• PPC Targeting Options• Keyword Research• Creating Compelling Ads• Measuring Goals & Bidding Options• PPC Audit• Integrating PPC with Other Disciplines

Content Marketing Foundations

WEEK 3 | 9 HOURS

• Introduction to Content Marketing

• Content Marketing Strategy

• Overseeing a Content Marketing Program

• Content Marketing Tactics

• Social Media Platforms

• Content Marketing Budget & Measurement

Social Media Foundations

WEEK 4 | 9 HOURS

• Understanding Social Media

• Building a social media strategy

• Making the Message Stick & Spread

• Social Media Channels

• Engaging With Influencers

• Listening & Reputation Management

• Social Media Measurement

• Integrating Social Media with Other Disciplines

Email Marketing Foundations

WEEK 5 | 5 HOURS

• Introduction to Email Marketing

• Spam

• The Mailing List

• Elements of an Email

• Measurement

• Marketing Automation

• Integrating Email with other marketing disciplines

Web Analytics Foundations

WEEK 6 | 10 HOURS

• Introduction to Web Analytics

• Key Performance Indicators

• Segmentation

• Qualitative Data

• Experimentation & Testing

• Competitive Intelligence

• Campaign Tracking

• Organisational Maturity

• Multi-Channel Attribution

Conversion Optimisation Foundations

WEEK 7 | 9 HOURS

• Introduction to Conversion Optimisation

• Building Momentum

• Understanding Personas

• Landing Pages

• Copywriting

• Designing for Conversion

• The Conversion Trinity

• Integrating Conversion with Other Disciplines

Strategy Assignment

• Assignments• One-on-one sessions

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SEO FoundationsModule Length: 8 hoursInternational module instructor: Danny DoverLocal course contributor: Neil Pursey

During Danny’s

tenure at AT&T, he

increased SEO traffic

by 92% for one of the

company’s primary

web properties

(YellowPages.com)

and created business

partnerships that

brought in hundreds of thousands of dollars a month in

increased revenue. As Lead SEO at SEOmoz, he helped

create a platform (Mozscape) that is used today to crawl

and download the entire textual contents of the Internet.

During the same time, he produced videos and articles

that were read and watched more than a million times.

Danny’s expertise has been cited in Time Magazine, PC World,

Smashing Magazine and Seattle Post-Intelligencer and has

been translated into Japanese, Russian, Spanish, Italian,

Chinese, German and Hungarian. He has spoken at Yale, the

University of Washington and numerous conferences around

the world. Danny’s written work has been accessed in almost

every country in the world (currently at 175) and he is schem-

ing ways to produce work for those that remain.

Get to know these amazing toolsDanny Dover: Module Instructor

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• Summarise why links from Social Media sites generally do not have a direct influence on search rankings

• Avoid potentially dangerous link building tactics such as buying spammy links

• Duplicate Content

• Define duplicate content

• Explain why duplicate content can create problems for search engine optimisation

• Identify common instances of duplicate content

• List three potential solutions to duplicate content

Keyword Research & Competitive Intelligence

• Describe the importance of identifying user intent when performing keyword research

• List some basic methods for performing keyword research

• Explain the differences between short-tail queries and long-tail queries

• Perform basic competitive analysis on search queries related to your product or service

Introduction to SEO

• Name the three major parties involved in Search Engine Optimisation

• Identify the incentives of each party involved in SEO

• Explain how the incentives of various parties shapes the entire search ecosystem

• List the pros and cons of SEO compared to other digital marketing disciplines

• List and describe the 4 steps in the search engine process

• Describe how crawlers find and access information online

• Explain how search engines store data about websites

• Describe the process of how search engines retrieve relevant rankings

On-Page Optimisation

• Describe the two main categories of ranking signals

• Learn best practices for on page signals such as title tags, header tags, URLs, alt text, and others

• Describe how natural language processing aims to under-stand the meaning behind text

• List and describe on-page SEO tactics that you should avoid

Off-Site Optimisation

• Describe the role that links play on influencing search rankings

• List and explain the three basic principles of link building

• Explain how links from different websites impact search rankings differently

Module breakdown with learning outcomes

FOUNDATIONS OF DIGITAL MARKETING | SEO FOUNDATIONS

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Design & Architecture

• Describe how design impacts SEO and user experience

• Recognise standard design best practices like a clickable logo, a standard location for navigation, and a column based format

• Describe the importance of incorporating goal-oriented design on every page of a website

• Explain various scenarios when it necessary to optimise

only for search engines

Local SEO

• Summarise the history of local search and how new tech-nologies have made local SEO a reality

• Define NAP and explain its importance in optimising for local

• Give examples of directories that play a big role in local SEO

• List some of the top signals that affect local search results

SEO Measurement

• Explain why rankings are extraordinarily contextual

• Defend why rankings are not an effective way of measur-ing SEO

• Describe why conversions from organic are an appropriate KPI for SEO

Algorithm Updates & SEO Changes

• Describe how the Google Panda update and the Google Penguin update changed SEO

• Summarise how Not Provided changed keyword research

• Defend the importance of SEO in this ever evolving landscape

Integrating SEO with Other Disciplines

• Explain why user experience is at the core of great SEO

• Describe the overlap SEO has with Social Media, PPC, Conversion Optimisation, and other channels

• Describe the intertwined relationship between SEO and Content Marketing

• Express the importance of Analytics for defining success in SEO

FOUNDATIONS OF DIGITAL MARKETING | SEO FOUNDATIONS

Onboarding new account managers was made much simpler thanks to the integrated approach that the Foundations course offers. We look forward to the ongoing support Webgrowth has to offer our staff.

John Gardner, Digital Director, John Brown Media

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Brad Geddes is

the author of the

well-respected book

Advanced Google

Adwords, and founder

of Certified Knowl-

edge, an online source

where the Paid Search

community comes

together for PPC training, tools, and advice.

Brad makes it his mission to share his expertise in Paid Search

with online marketers so they can build successful online

campaigns that generate business. That means he doesn’t

hold back, he shares every aspect of paid search and dissects

the secrets of the industry. Brad frequently writes columns for

Search Engine Land, co-moderates the AdWords forum on

Webmasterworld, has spoken at more than 35 conferences,

and has lead more than 60 AdWords seminars.

Through his experiences, training, writing, and speaking,

Brad has demystified the world of Paid Search. Take advan-

tage of Brad’s expertise as you go behind the scenes in

order to master the systems and strategies of Paid Search.

PPC FoundationsModule Length: 10 hoursInternational module instructor: Brad GeddesLocal course contributor: Neil Pursey

Get to know these amazing toolsBrad Geddes: Module Instructor

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FOUNDATIONS OF DIGITAL MARKETING | PPC FOUNDATIONS

Introduction to PPC

• Define paid search advertising or PPC advertising

• Distinguish paid search results from organic search results

• Explain how display advertising can complement paid search advertising

• List situations when PPC could benefit a digital marketing strategy

• List the multiple steps of the PPC cycle

• Describe how people use search engines to find answers

• Explain how ads can help users answer their questions

• List situations when advertisers should refine their targeting

• Explain how an advertiser’s relationship with a searcher differs from an advertiser’s relationship with a search engine

• Express why search advertising functions as informational

advertising

Account Hierarchy

• List the various parts of a paid search account

• Explain the hierarchy of how settings can affect an account, a campaign, an ad group, an ad, or a keyword

• List settings for each part of a paid search account

The Buying Funnel

• Learn the five main stages of the buying funnel

• Describe each stage of the buying funnel

• Match search queries or keywords to a stage of the buying funnel

• Define the concept of search sessions and explain how it affects PPC strategy

• Recognise how each stage of the buying funnel relates to either features and/or benefits of your product or service

• Explain how customers move through the buying funnel and how companies can provide appropriate information to move customers through their funnel

• Determine how customers go through each stage of your buying funnel

• Maintain scent throughout your ads, landing pages and purchasing steps to boost conversion rates

• Establish relevant landing pages for your ads that are appropriate for each particular stage of the funnel

• Explain how display ads move users through the buying funnel

The PPC Auction

• Summarise the PPC auction system

• Label ad positions for a given search engine results page

• Understand the importance of quality score in determin-ing ad rank

• Recognise how tracking metrics and collecting data related to your ads will allow you to determine profitability

PPC Targeting Options

• Correlate targeting options to either campaign level or ad group level settings

• Summarise best practices for location targeting options, device targeting options, and time frame targeting options

• Define targeting options such as placement targeting, contextual targeting, and interest targeting

• Describe scenarios when remarketing can be effective

Module breakdown with learning outcomes

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Keyword Research

• Recognise how different types of keywords are tied to different intents and different stages in the buying funnel

• Identify keywords by category

• Organise your ad campaigns and ad groups with regards to keywords to be more effective with your ads

• Discover new keywords ideas

Creating Compelling Ads

• Combine ad components to further increase user interest

• Recognise the power of testing ads to see what ad copy excites your audience

• Label the anatomy of an ad explain the necessary attri-butes of each component

• Understand how extensions can improve click-through rates and user actions

Measuring Goals & Bidding Options

• Investigate how your business makes money so that you can write ads accordingly

• Analyse your conversion goals and make ad decisions from the analysis

• Learn to track the metrics that determine if your ads are profitable

• Calculate the total cost of your advertising efforts accurately

• Describe the different types of bidding options and how they can help you reach your goals

PPC Audit

• Describe a basic PPC account audit and what to look for when performing one

• Identify ways to improve your visibility and impressions with your ads

• Analyse your campaigns effectiveness and recognise trends

• Explain how to balance and reorganise your campaigns properly

Integrating PPC with Other Disciplines

• Describe how PPC and other traffic drivers work within the bigger picture of digital marketing

• Express the importance of integrating conversion optimis-ation and web analytics with PPC

• Distinguish how PPC often functions at small, medium, and enterprise businesses

FOUNDATIONS OF DIGITAL MARKETING | PPC FOUNDATIONS

Brad makes it his mission to share his expertise in Paid Search with online marketers so they can build successful online campaigns that generate business.

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Regarded as a pioneer

and leading authority

on online publicity,

Greg Jarboe continues

to blaze new trails on

one of the best kept

secrets in Internet

marketing: Video

marketing.

Greg has more than 50 years combined experience in public

relations, corporate communications and marketing. Greg is

the author of YouTube and Video Marketing: An Hour a Day,

and writes for Search Engine Watch and ReelSEO. Prior to

co-founding SEO-PR in 2003, Greg was the Vice President

of Marketing at WebCT, Director of Corporate Communica-

tions at Ziff-Davis, and Director of Corporate Communica-

tions at Lotus Development Corporation.

Pay attention to Greg as he teaches you how to optimize

press releases, videos and other content to increase brand

awareness, drive traffic to your website, generate leads, and

sell products directly online.

Content Marketing FoundationsModule Length: 9 hoursInternational module instructor: Greg JarboeLocal course contributor: Neil Pursey

Get to know these amazing toolsGreg Jarboe: Module Instructor

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Introduction to Content Marketing

• Define Content Marketing and surrounding concepts

• Explain why content must be relevant and valuable

• Describe the overlap among Content Marketing, SEO, and Social Media Marketing

• Name the five traits of effective content marketers

• Explain the benefits of Content Marketing

Content Marketing Strategy

• Outline the steps needed to create a content strategy for your organisation

• Describe the importance of various parts of a content plan including listening, measuring, assigning tasks, and securing budget

• Choose the channels that are most suitable to comple-ment your content

• Prioritise and plan content ideas around your company’s biggest opportunities

Overseeing a Content Marketing Program

• Explain how Content Marketing complements both Social Media and Search Engine Optimisation

• List key difference between Social Media and Content Marketing

• Describe why search engine optimisation strategy now requires a great content strategy

• Define multi-channel attribution and explain its impor-tance to the digital marketing landscape

• Explain why and how influencers, or “Generation C,” now help to spread marketing messages online

Content Marketing Tactics

• List a variety of content marketing tactics

• Explain the benefits of various content marketing tactics

• Consider how various tactics might work for your organisation

Social Media Platforms

• Identify channels matter most to your business, be it B2B or B2C

• List the benefits of YouTube, Facebook, Twitter, and LinkedIn

• Explain what makes content irresistibly shareable

Content Marketing Budget & Measurement

• Explain the intertwined relationship between earning budget and measuring your program

• List some of the major challenges that content marketers face regularly

• Correlate marketing outputs to business outcomes

• Choose metrics that correlate to business outcomes

FOUNDATIONS OF DIGITAL MARKETING | CONTENT MARKETING FOUNDATIONS

Module breakdown with learning outcomes

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Jennifer Evans Cario

is President of Sug-

arSpun Marketing,

and as a social media

strategist has made a

career out of finding

unique and creative

ways to connect with

consumers without

spending a fortune in marketing dollars. Jennifer is known

for using real language and a common sense approach that

delivers solid results while still allowing her clients to fully

understand and participate in the process.

Jennifer is a highly requested speaker and trainer and is a

regular fixture at the major online marketing conferences.

She also serves as Adjunct Professor for Rutgers University’s

online Social Media Mini MBA program. She is the author of

three books, including “Pinterest Marketing: An Hour a Day”.

Social Media Foundations

Module Length: 9 hoursInternational module instructor: Jennifer CarioLocal course contributor: Neil Pursey

Get to know these amazing toolsJennifer Cario: Module Instructor

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Understanding Social Media

• Understand the potential of using Social Media for all aspects of a business

• Explain the benefits of Social Media for various types of companies

• Identify the two types of conversation of Social Media

• Define and give examples of paid media, earned media, and owned media

• Summarise various staff needed on a Social Media team

Building a social media strategy

• Build a conversion funnel that identifies the steps needed to reach a business goal

• Correlate a Social Media metric back to a real-world business goal

• Choose social marketing tactics that work toward reaching previously set business goals

• Distinguish goals from micro-goals

• Express the importance of establishing a Social Media home base

Making the Message Stick & Spread

• Understand the circumstances of Social Media that make viral marketing appealing

• Learn the “Four Commandments of Viral”

• List the various reasons people share a message

• Explain the importance of balancing the brand-driven messaging and sales-driven messaging in a campaign

Social Media Channels

• Understand the landscape of social channels available for your business

• Express the role blogs play in relation to other channels

• Learn the skills a staff member needs to succeed at blogging

• Build a well-thought-out content plan for your blog

• Incorporate conversion points into a blogging strategy

• Understand the value of communicating through microb-logs like Twitter

• Name the types of information people share on microblogs

• Establish clear goals for microblogs

• Explain features of Twitter such as lists and retweets

• List things you should be tracking on Twitter

• Understand how social media works from the perspective of both users and businesses

• List the types of things people share on social networks

• Name the benefits of marketing on social networks

• Create a strategy to grow your following on social networks

• Understand how feeds and ads work within Facebook

• Explain the impact media can have on your marketing message

• The benefits of video sharing sites like YouTube

• The benefits of visual bookmarking sites like Pinterest

• The benefits of image sharing sites like Instagram

• Choose media sharing sites that complement your mar-keting strategy

• List the types of social review sites online

• Explain the benefits of claiming your listings on social review sites

• Create a plan for listening to conversations on social review sites

• Participate in conversations on social review sites when appropriate

FOUNDATIONS OF DIGITAL MARKETING | SOCIAL MEDIA FOUNDATIONS

Module breakdown with learning outcomes

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Engaging With Influencers

• Learn the four types of influencers, and identify the traits for each type of influencer

• Locate influencers in a particular industry or vertical

• Explain the keys to a great pitch when reaching out to an influencer

• Approach influencers appropriately depending on their sharing preferences and audience type

• Learn the multi-step process of reaching out to influencers

Listening & Reputation Management

• Learn the six steps to online reputation management

• List various places online where you must listen for con-versation about your brand

• Identify methods to communicate with upset customers

• Explain how to resolve and follow up with various types of dissatisfied users

• Explain how customer chatter about your business and your competitors can ultimately help you improve your

service offering

Social Media Measurement

• Explain what is worth measuring when examining the impact of influencers

• Summarise these three areas of measurement: Engage-ment, Promotion, and Conversion

• Sketch a Social Media funnel and identify metrics for each stage in the funnel

• Recognise metrics that are not performing and correlate those to a stage of the marketing funnel

Integrating Social Media with Other Disciplines

• List the digital marketing disciplines that complement Social Media

• Explain how Social Media benefits SEO

• Describe the overlap Social Media has with both Content Marketing & Mobile Marketing

• Give examples of how Social Media benefits from Conver-sion Optimisation & Web Analytics

FOUNDATIONS OF DIGITAL MARKETING | SOCIAL MEDIA FOUNDATIONS

Jennifer Evans Cario is a social media strategist who has made a career out of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars.

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Matt Bailey is the

founder and president

of SiteLogic, and the

author of Internet

Marketing An Hour A

Day (Sybex). With over

a decade in the web

marketing industry,

Matt excels in combin-

ing his marketing background with programming know-how

to help companies create comprehensive strategies that

improve internet presence and conversions.

Matt also serves on the Advisory Board for Incisive Media’s

Search Engine Strategies Conferences. As one of the con-

ference’s highest-rated speakers, he presents at the Search

Engine Strategies Conferences around the world.

Email Marketing FoundationsModule Length: 5 hoursInternational module instructor: Matt BaileyLocal course contributor: Neil Pursey

Get to know these amazing toolsMatt Bailey: Module Instructor

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FOUNDATIONS OF DIGITAL MARKETING | EMAIL MARKETING FOUNDATIONS

Module breakdown with learning outcomes

Introduction to Email Marketing

• Explain why email marketing has become a key part of the digital marketing landscape

• List reasons why email’s reputation has improved in recent years

• Compare email to other digital marketing channels

• Identify common challenges with how consumers view email

• Define key terms related to email marketing

• Give examples of how companies grow their email list

• Illustrate how email servers play a role in delivering email messages

• Differentiate between opt-ins, opt-outs, and unsubscribes

• Compare email-specific metrics such as open rate and click-through rate

Spam

• Summarize the history of email spam

• Define spam as it relates to email marketing

• Recite key points on how spam laws affect how marketers send messages online

• Give examples of the types of signals that trip spam filters

• Avoid unnecessary spam reports

The Mailing List

• Recite tactics to build a list of interested and qualified email subscribers

• Explain the risks and benefits of renting or buying lists of emails

• Summarize basic tasks involved with maintaining a high-quality email list

Elements of an Email

• Recognize various elements of an email

• Identify the purpose of each element of an email

• Explain how multiple email elements work together to increase conversions

Measurement

• Label the stages of an email measurement funnel

• Identify various types of emails

• Measure and benchmark emails according to their purpose

• Compare the effectiveness of Email Marketing to other digital channels

Matt excels in combining his marketing background with programming know-how to help companies create comprehensive strategies that improve internet presence and conversions.

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FOUNDATIONS OF DIGITAL MARKETING | EMAIL MARKETING FOUNDATIONS

Marketing Automation

• Define marketing automation and explain how email mar-keting benefits from automation

• Describe the technology that enables marketing automation

• Give examples of common automated emails

• Identify communication events that could benefit from automatic emails

• Identify the two types of predictable events that can trigger autoresponders

• Define the goals of a particular autoresponder

• Explain how automated messages can create more lifetime value for a customer

• Explain the role of a CRM system for marketing automation

• Describe how customer information can enable more personalized messaging

• Restate how behavioral events and regional events can be leveraged to create personalized messaging

• Give examples of behavioral events that trigger conversa-tional autoresponders

• Recognize the value of integrating email with social media and with display advertising

Integrating Email with other marketing disciplines

• Understand how email can be strengthened by content marketing, conversion optimization, and web analytics

• Recognize how great content retains and attracts subscribers

• Explain how email can benefit from conversion optimization

• Describe the benefits of measuring and analyzing your email campaigns

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Avinash Kaushik is the

Digital Marketing Evan-

gelist for Google.

Through his blog and

his best selling books,

Web Analytics 2.0

and Web Analytics:

An Hour A Day, he has

become recognised as an authoritative voice on how mar-

keters, executive teams and industry leaders can leverage

data to fundamentally reinvent their digital existence.

Avinash puts a common sense framework around the often

frenetic world of web analytics and combines that with the

philosophy that investing in talented analysts is the key to

long-term success. He passionately advocates customer

centricity and leveraging bleeding edge competitive intelli-

gence techniques.

Avinash has received rave reviews for bringing his ener-

getic, inspiring, and practical insights to companies like

Unilever, Dell, Time Warner, Vanguard, Porsche, and IBM. He

has delivered keynotes at a variety of global conferences,

including Search Engine Strategies, Ad-Tech, Monaco Media

Forum, iCitizen, JMP Innovators’ Summit, The Art of Market-

ing and Web 2.0.

Web Analytics FoundationsModule Length: 10 hoursInternational module instructor: Avinash KaushikLocal course contributor: Neil Pursey

Get to know these amazing toolsAvinash Kaushik: Module Instructor

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Introduction to Web Analytics

• Describe how Web Analytics can benefit your business online and offline

• Define Web Analytics and list some of its key benefits

• Explain the simple process of adding an analytics tracking tool to your website

• Recognise the inherent limitations of clickstream data

• Define the concept of Web Analytics 2.0

• Correlate four key questions of Web Analytics 2.0 to five specific kinds of analysis

• Explain how the concept of Web Analytic 2.0 functions at small, medium, and large businesses

Key Performance Indicators

• Distinguish a KPI from a metric

• Learn and recognise the four necessary attributes of a great KPI

• Choose KPIs that are relevant for a given organisation

• List effective KPIs that are useful across a wide array of organisations

• Explain whether a given metric meets the four attributes for a great KPI

• Decide whether a KPI is relevant for a given business

Segmentation

• Explain how segmentation can reveal hidden details and nuances about customer behavior

• Describe the importance of analysing segments related to acquisition, behavior, and outcomes

• Choose segments of data that reveal actionable insights

• Identify goals and segments for a given organisation

• Leverage the Web Analytics Measurement Model (WAMM) to create a framework for finding worthwhile segments

Qualitative Data

• Express the value of using qualitative data from surveys

• Learn three questions from an effective on-site survey

• Weigh the pros and cons of having long-form surveys on your website

Experimentation & Testing

• List the benefits of testing

• Explain the basic concept of online experimentation & testing

• Define A/B testing and multivariate testing

• List the pros and cons of A/B testing and multivariate testing

FOUNDATIONS OF DIGITAL MARKETING | WEB ANALYTICS FOUNDATIONS

Module breakdown with learning outcomes

Avinash puts a common sense framework around the often frenetic world of web analytics and combines that with the philosophy that investing in talented analysts is the key to long-term success.

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Competitive Intelligence

• Understand the importance of competitive intelligence data

• Explain how competitive intelligence data could expose insights about how your competitors are performing online

• Provide examples of actions you would take or consider taking knowing key statistics about your competitors’

performance online

Campaign Tracking

• Define campaign tracking

• Describe the importance of campaign tracking for complex marketing programs

• List campaign tracking tools

• Adjust marketing spending decisions based on simple campaign tracking

FOUNDATIONS OF DIGITAL MARKETING | WEB ANALYTICS FOUNDATIONS

Organisational Maturity

• Define the 10/90 rule as it applies to budgeting for Web Analytics

• Learn how Web Analytics has transformed from a function of the IT team to a function of the Marketing Team

• Identify team structures that work at small businesses and large businesses

Multi-Channel Attribution

• Explain the inherent faults of last-click attribution

• Identify which digital marketing channels complement each other

• Identify which channels often assist with conversions and which channels often deliver last-click conversions

• Explain the concept of attribution modeling

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Bryan Eisenberg is the

co-author of the Wall

Street Journal, Busi-

ness Week, USA Today

and New York Times

bestselling books “Call

to Action”, “Waiting For

Your Cat to Bark?” and

“Always Be Testing“.

Bryan has been the keynote speaker for Search Engine

Strategies, Shop.org, Direct Marketing Association, Mar-

ketingSherpa, E-consultancy, Webcom, SEM Konferansen

Norway and the Canadian Marketing Association. He is also

the co-founder and Chairman Emeritus of the Web Analytics

Association.

Bryan serves as an advisory board member of Search

Engine Strategies, the eMetrics Marketing Optimization

Summit and several venture capital backed startup compa-

nies (ie. Bazaarvoice, Monetate, UserTesting.com, BoostCTR,

Runa, etc.) and is on the board of trustees of the Direct

Marketing Education Foundation.

Conversion Optimisation FoundationsModule Length: 9 hoursInternational module instructor: Brian EisenbergLocal course contributor: Neil Pursey

Get to know these amazing toolsBrian Eisenberg: Module Instructor

22

Introduction to Conversion Optimisation

• Define the concept of Conversion Rate Optimisation (CRO)

• Explain how incremental improvement leads to major gains over time

• List concepts involved with Conversion Optimisation

• Define A/B testing, usability testing, heuristic analysis, and other Conversion Optimisation techniques

• List the four traits of Amazon that have led to huge success

• Explain how management can enable an organisation to execute quickly

• Distinguish between “slice-and-dice optimisation” and “testing for impact”

• Identify elements on a website that might benefit from testing

Building Momentum

• Define the marketing concepts of scent and AIDAS

• List elements of a webpage that can indicate scent

• Explain how scent can break on a website

• Name each step of the AIDAS process

• Explain the importance of the satisfaction step in online marketing

Understanding Personas

• Explain how visitors’ goals relate to the conversion rate of your website

• Understand that customers reach the conversion point from a variety of different paths

• Name the four personas based on the scales of objectivity and deliberation

• List traits related to each of the four personas

Landing Pages

• Explain the relationship between ads and landing pages

• List the 10 key ingredients of a landing page

• Identify the purpose of each element of a landing page

Copywriting

• Describe what customers care about when reading copy

• Summarise the importance of crafting great and attrac-tive headlines

• Explain how micro copy reduces anxiety when taking an action

• Simplify marketing copy to a level that average customers will understand

FOUNDATIONS OF DIGITAL MARKETING | CONVERSION OPTIMISATION FOUNDATIONS

Module breakdown with learning outcomes

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Designing for Conversion

• Recognise various design concepts on a webpage

• Prioritise the elements of a webpage users should see first

• List and order the steps of a logical design process

The Conversion Trinity

• Name the three factors of the conversion trinity

• Identify factors of a webpage that fall into the conver-sion trinity

• Suggest changes to a webpage that will likely lead to big improvements

• Recognise when factors of the conversion trinity are missing from a webpage

FOUNDATIONS OF DIGITAL MARKETING | WEB ANALYTICS FOUNDATIONS

Integrating Conversion with Other Disciplines

• Explain how Conversion Optimisation complements traffic driving disciplines

• Understand the importance of understanding conversion techniques in a mobile environment

• Describe how Web Analytics can help you find problems that CRO can improve

• Illustrate how Conversion Optimisation complements other digital marketing disciplines

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Mock Campaign Assignment5 - 20 hours of preparation time.

Mock Strategy

In the 8th and final week, learners will be asked to put

together a mock campaign doc for a website. Learners will

be assessed on their overall understanding of what they

have learnt, how they can integrate different disciplines into

one campaign and how they’re able to apply critical thinking

to adapt their knowledge to the website they are preparing

the campaign for.

No longer should digital marketers be silo’d to one skill set, we need to be T-shaped marketers. Our courses teach learners specialist skills met with a broad understanding of how all disciplines integrate together.

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Learners are required to pass a final test at the end of each module, together with shorter tests to assess knowledge at the end

of each section within a module. We help close the gap between technical know-how and client needs by teaching learners

what reporting data and insight is important to client and/or line managers.

We grade learners on the following:

• Short term memory through tests.

• Long term memory through integrated questions across the different modules i.e. how social outreach and content both affect SEO or how on-site optimisation can affect the quality score in your Google Adwords campaign. As the learner progresses through the modules, individual assignments are spread across multiple digital marketing disciplines, which means learners get to understand how all the disciplines work together to create a stronger campaign.

• Forum engagement; we believe that asking and answering questions in an online context is important to the learning process.

• Critical thinking; we assess knowledge, analysis and application of learner assignments through essays.

One-on-one sessions

Learners who require help outside of the online forum due to more technical questions and explanations, one-on-one webinar

sessions with the course convenor are available to learners. In actual fact, we strongly advise our learners to take advantage of

these sessions as they have direct access to an industry expert with over a decade of digital marketing experience.

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