Introduction to Digital Marketing. Student Handbook Syllabus Version 5.0

Introduction to Digital Marketing Student Handbook Syllabus Version 5.0

Copyright All rights reserved worldwide under International copyright agreements. No part of this document can be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of Digital Marketing Institute Limited. This course uses a number of trademarked brand names, symbols, slogans, and logos. Digital Marketing Institute acknowledges that these works are the property of their respective owners and maintains no rights to these trademarks. They are presented here for educational and demonstration purposes only. Digital Marketing Institute Marina House 11-13 Clarence Street Dun Laoghaire Co Dublin Ireland Tel: +353 (1) 5311 200 info@digitalmarketinginstitute.com Copyright 2015 Digital Marketing Institute 1

Module Overview Course Overview: Introduction to Digital Marketing This 3 hour module will get you started on the road to implementing effective digital marketing campaigns. The Introduction to Digital Marketing module introduces the foundational aspects of digital marketing and covers areas including: search, digital display, email marketing, social media, mobile marketing as well as web analytics. In this module the course lecturer will also refer to the principles and processes, as well as the tools and techniques that underpin the Professional Diploma in Digital Marketing, and use effective illustrations and relevant, practical examples to bring the concepts and ideas to life. Topics covered within the Introduction to Digital Marketing module include: Key Concepts of Digital Marketing Search Optimization Traditional Marketing v. Digital Search Marketing The Opportunity of Digital Marketing Email Marketing Characteristics of Digital Marketing Display Advertising Implications with Digital Marketing Mobile Marketing DMI Method Social Media DMI Framework Analytics DMI 3i Principles Strategy and Planning DMI Tactics Laws & Guidelines Module Goals: Introduction to Digital Marketing The Introduction to Digital Marketing module enables you to harness the power of digital marketing within the marketing strategy for your organization. You will gain a fundamental understanding of the core principles of digital marketing, and be able to define the key differences between traditional and digital marketing. You will learn how to develop an integrated and effective overall digital marketing approach across various specialisms including: search, digital display, email marketing, social media and mobile marketing. You will also be able to conduct ongoing analysis and measurement in order to manage and evaluate your digital marketing efforts and budgetary spend. Copyright 2015 Digital Marketing Institute 2

Personal Objectives This is an opportunity for you to record your personal objectives for this course that are specific to your job or role or aspirations. Please indicate your personal objectives below: Copyright 2015 Digital Marketing Institute 3

What is Digital Marketing? Digital Marketing (also known as Online Marketing, Internet Marketing or Web Marketing) is a collective name for marketing activity carried out online, as opposed to traditional marketing activity which is carried out through print media, live promotions, TV or radio ads. Digital Marketing describes how organizations advertise to consumers through computers, tablets, smart phones, and mobile phones. Effective digital marketing is helping organizations generate new revenue streams based on a range of exciting channels and also helps to develop brand awareness. In comparison to traditional marketing methods, digital marketing offers tangible cost advantages, as well as accurate audience targeting and detailed reporting and analysis. All current innovation in marketing is through digital channels. The Introduction to Digital Marketing module demonstrates the power of digital and how organizations can now leverage new opportunities for customer engagement as the traditional relationship between organizations and customers evolves and changes. Definition: Digital marketing describes engaging with consumers through online advertising and marketing communications by means of the digital devices consumers commonly use: computers, tablets, smart phones, and mobile phones... Copyright 2015 Digital Marketing Institute 4

Glossary of Terms Ad Ad impression Ad click Advertiser Analytics App Banner ad Blog Conversion tracking Click Click- Through-Rate Conversion A marketing communications message conveyed to the consumer. Each instance a consumer is exposed to an online ad. A click on an ad impression served in the period being measured. An organization that wants to get its message to the right audience, efficiently and effectively. The technology and measurement systems used to understand what is working within a digital marketing campaign and what is not, based on data collected during the campaign. An app is a mobile application. App is short for "application". It is typically a small, specialized program which is downloaded onto the mobile device. Apps can be downloaded from an app store which is a centralized repository of mobile applications. These include: Apple App Store, Android Marketplace, the Blackberry App World and Google Play Store. A mobile ad unit that employs simple creative assets and hyperlinks. A website with regular entries of commentary, descriptions of events and other embedded multimedia content such as graphics, videos, presentations. Conversion tracking gives advertisers visibility into how consumers are interacting with their brand throughout the marketing funnel. Advertisers can define traceable events on mobile websites or within apps to assess consumer engagement or the impact of direct response campaigns. If a customer sees your ad and clicks on it to learn more or to do business with you, it's recorded in your account as a click. Click-Through-Rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). A conversion occurs when a user completes an action on your site, such as buying something or requesting more information. Copyright 2015 Digital Marketing Institute 5

Cookie Digital Display Advertising Direct Marketing Email Marketing Followers Forum Friends Hashtag HTML HTML 5 Instant messaging Impression A text file placed on a web user's hard drive by a website to remember data about the website's user. Digital Display Advertising is a form of digital marketing, which uses display adverts appearing on web pages as a means of communicating relevant commercial messages to a specific audience based on their profile. Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofit organizations to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalogue distribution, promotional letters, and outdoor advertising. Email Marketing is a form of permission-based direct marketing, which uses electronic mail as a means of communicating relevant commercial messages to a specific audience based on their profile. Non-mutual connections to which data and updates are ascribed. A website that allows the exchange of ideas and other information between users which is usually monitored by a moderator. Mutual connections made on social networks where data and updates are exchanged. A dominant feature of Twitter and Facebook, a hashtag is a clickable keyword that sums up the content of a tweet or status update. HTML refers to HyperText Markup Language, which is the set of commands used by Web browsers to interpret and display page content to Users. HTML 5 is an emerging standard markup language for presenting and structuring information on the web, including the mobile web. Most modern mobile and desktop browsers support HTML 5. Messages sent between two connections in real time through a Social Media Network or Email platform. Examples of instant messaging exist on Facebook, Google +, Skype, Whatsapp. The number of times an ad is displayed to a user. Copyright 2015 Digital Marketing Institute 6

Keyword Landing page Link building Permission - based marketing Natural search results Paid search results Mobile Marketing Page Impression Quality Score Rich media Rich media SEO Site map SMS The keywords you choose are the terms or phrases you want to "trigger" your ad to appear. The page that a user lands on when they click on a link in a search engine result page. Process of actively cultivating incoming links to a site. Permission-based marketing refers to any marketing efforts where the recipient of the marketing has opted in or given their permission to the marketer to send them information. Search engine results which are not sponsored, or paid for in any way. Search engine results which are sponsored, or paid for in some way. Mobile Marketing is marketing using mobile devices in order to disseminate promotional or advertising messages to targeted customers through ubiquitous wireless networks. A request for a page of a site's content made by a user of that site in the period being measured. Quality Score is a measure of relevance for your ad, keyword, or webpage. Interactive media normally refers to products and services on digital computer-based systems which respond to the user s actions by presenting content such as text, graphics, animation, video, audio etc. A broad range of interactive and engaging ad formats, including expandable banners, embedded audio and video. SEO (Search Engine Optimization) is the process of improving the visibility of a website or a web page in a search engine's "natural," or unpaid ("organic") search results. A page or structured group of pages which link to every useraccessible page on a website. Stands for "Short Message Service". Generally used to describe text messages sent to a mobile device. The original SMS specification limited messages to 160 characters in length. If multimedia elements are associated with a message, it's referred to as an MMS. Copyright 2015 Digital Marketing Institute 7

Smartphone Social Media Social Media Marketing Social Network Targeting Tweet Unique user Visit URL Search Engine Marketing Targeting A mobile phone built on a mobile computing platform, with more advanced computing and connectivity than a feature phone, e.g.: portable media players, low-end compact digital cameras, pocket video cameras and GPS navigation units. Social media is a catch-all term used to describe the tools and technologies that facilitate social interaction over the Internet. The process of gaining traffic or attention through social media sites. A web-based platform which allows users to construct a personal or professional profile from which to share news and data and connect and communicate with other users. The ability to aggregate inventory by demographic, contextual and behavioral traits in order to reach a particular group of prospects. Tweets come from the Twitter micro-blogging service that enables users to send and read text-based messages of up to 140 characters. A unique device (e.g. a computer or mobile phone) that has made requests for content to the site in the period being measured. The total number of times that a user (a device) has engaged in a single burst of activity with less than 30 minutes between requests for content. A new visit occurs when the gap between requests for content is at least 30 minutes. Uniform Resource Locator or Web Address. Advertising on a search engine in a bid to drive traffic to a website, only paying when someone clicks on your ad. Involves channeling marketing efforts and resources to specific market segments that have the highest payoff potential. Copyright 2015 Digital Marketing Institute 8

Resources and Recommended Reading For the most up to date information on Introduction to Digital Marketing please see the following online resources Social Media Examiner Mashable Forbes emarketer Avinash Kaushik TechCrunch www.socialmediaexaminer.com www.mashable.com www.forbes.com www.emarketer.com www.kaushik.net www.techcrunch.com See also the following publications for further analysis of the topics covered in this programme: Ryan, Damian. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page, 2014. Fishkin, Rand and Thomas Hogenhaven. Inbound Marketing and SEO: Insights from the Moz Blog. Wiley, 2013. Ryan, Kevin and Rob Spider Graham, Taking Down Goliath: Digital Marketing Strategies for Beating Competitors with 100 Times Your Spending Power. Palgrave Macmillan, 2014. Wsi, Digital Minds: 12 Things Every Business Needs to Know about Digital Marketing. FriesenPress, 2013. Copyright 2015 Digital Marketing Institute 9

Course Slides Slide Handouts can be found on your course page of the Class Network. Lecture Notes are included in the slides. Practical Exercises Exercises are used throughout the lecture series to reinforce points of learning and important competencies (Modules 2 8). The tasks may be research-based in the context of the module concerned, or reflect the practical application of skills and learning. Though these are not marked, completing the Practical Exercises will be of benefit to your learning and you are strongly encouraged to attempt all exercises. Copyright 2015 Digital Marketing Institute 10

Personal Action Plan Now that you have completed the Introduction to Digital Marketing module, how will you use the concepts and skills you have learned? Creating a personal action plan can help you to stay on track and on target. In this post-course exercise, you will be asked questions to help you plan your short-term and long-term goals. I am already doing these things well: I want to improve these areas: I have these resources to help me: Copyright 2015 Digital Marketing Institute 11