Advanced Program in Digital Media Marketing

Program Structure

The program is divided into 12 modules. Each module deals with a different topic on Digital Media Marketing and will be conducted over weekends to cover the following topics:

Module 1: Introduction to Digital Marketing

This intensive module has been designed to give those new to digital, a complete overview of all the core digital marketing channels, how they affect each other and how they can work together in a brand’s digital marketing strategy.

You will run through the acquisition tools (Search, Affiliate Marketing, Display Advertising) and retention techniques (email, Web Personalization) as well as some of the management issues (Legal Issues, Data Gathering, Integration with offline activity) to enable you to build the dream online strategy.

This module will also demystify the technical jargon commonly used in digital marketing such as RSS feeds, mash-ups, tag clouds, AJAX, social bookmarking and more…all in a simple, easy to understand way.

What you will Learn:
  • Introduction to Digital Media Marketing
  • Terms & Terminologies
  • Display Advertising
  • Introduction to Digital Selling

Module 2: Search Engine Marketing

Whether a business is new to digital media spends or has digital media as an established part of its media mix, Search Engine Marketing (SEM) forms a large part of the total digital media spend. Search Engine Marketing is the core area of customer acquisition for most brands that use digital platforms to reach out to potential customers. The demand for skilled SEM professionals far surpasses the availability of the same.

This module will equip you to strategize, initiate and run a search engine campaign from start to finish. It is centered on the industry standard Google Adwords program.

This is a practical, hands-on program that will equip you to run an SEM campaign from start to finish. The module also prepares you for the Google Advertising Professional (GAP) examination

What you will Learn:
  • Search Engine Marketing Fundamentals
  • Keyword Research & Campaign Structure
  • Campaign Management on the web console & Google Adwords Editor
  • Campaign Optimization
  • Live Campaign Management – Analysis & Reporting
  • Micro Level Campaign Optimization
  • Consultation and Practice on Live Campaign
  • Advanced Google Tools / Excel Techniques / Short Cuts
  • SEM Estimation / Planning / Strategy / Case Studies
  • Integration of Google Adwords and Google Analytics examination.
  • How Google auction works?
  • Remarketing and best practices

Module 3: Social Media, ORM & Online PR

This is 40 hour module that is divided into two halves. The first half of the program will take
you through in-depth features of various social media platforms such as FB, Twitter, YouTube, LinkedIn, Blog, Forums, Pinterest, Instagram, etc. and how to market/communicate through them. It will talk about case studies on each of the above platforms, discuss the brand possibilities on these platforms and explain how to choose the platform & what to do on it from a brand or industry perspective. The second half of the program will focus on building effective brand strategies on Social Media and also on Social Listening & Online Reputation Management. What are the tools that can enable you to listen to online conversations? You will learn how to choose the best tool for social listening and how to analyze brand sentiment (and completion analysis). You will also learn how to build & manage the reputation of a brand (or person) online.
This module is designed for those who are interested in understanding the finer nuances of Social Media Marketing or wish to make a career in the same.

  • Understanding the various Social Media Platforms
  • Knowing how to market/communicate through Social Media Platforms
  • Choosing a platform to fit the brand objective
  • Planning online PR and social media
  • Objectives and metrics
  • Research and mapping
  • Tools, tactics, targets and teams
  • Developing an effective Social Media Strategy
  • Online Reputation Management
  • Social Listening
  • Social Media Optimization
  • Socialbook Marking

Module 4: Search Engine Optimization

A 24-hour module, it will teach you to apply the latest SEO techniques and advanced data design principles to maximize your website search rankings. This module will show you how to build high-performance websites and use advanced SEO solutions that will boost your natural search rankings and increase site visits.

Learning Outcomes:
  • Introduction to SEO
  • Search Engine Basic & Market Data
  • SEO Objectives
  • Review Sample Website
  • Discussion on the observations
  • Based on the Topics Domain will be booked
  • Website Audit Basics
  • Important Factors to be considered for Audit
  • Setup Domain & Hosting
  • Install WordPress
  • Set up website with minimum features
  • Important Plugins
  • Importance of Google Analytics
  • Importance of Google Webmasters
  • Setup of Google Analytics & Webmasters
  • Setting up analytics on other Search Engine – Bing
  • Content Preparation – Imp Aspects
  • Keyword Research
  • Google Trend Analysis
  • Competition Analysis – for Own Website
  • Off-Page – Basic
  • Google Places
  • Directory submission
  • Tech Aspects
  • Optimization

Module 5: E-mail Marketing

This module will cover a range of prevalent issues including identifying costly mistakes, using appropriate behavioral targeting, integrating email with your offline activities and assessing your newsletter effectiveness. You will leave the day with a sharpened email strategy having reviewed the effectiveness of your email communications.

This practical module will demonstrate how results and deliverability can be significantly improved by addressing common issues within all aspects of email marketing, from planning to setting realistic objectives and strategies, through improving deliverability, ensuring your emails actually reach your target audience and testing to make sure that you’ll be able to continually improve your campaigns, boosting results and profitability.

What you will learn?
  • What is E-mail? Deep Dive into Email Marketing
  • Email Authentication & Delivery
  • What is IP reputation?
  • Email Strategy Content, Design & Optimization
  • Audience Engagement, Automation & 1:1 Personalization
  • Email Analytics
  • Brand Case Studies & Trends in the Industry

Module 6: Ecommerce Marketing

Electronic commerce, commonly known as e-commerce, is the buying & selling of product or service over electronic systems such as the Internet and other computer networks. This program equips the participants to understand the nuances of E-Commerce & Internet based businesses and help them make appropriate business & marketing strategies using all forms of digital media.

What you will learn?
  • Understanding Electronic Commerce & It’s Importance
  • How to do SEO of E-Commerce Website
  • Using affiliate Marketing to promote E-Commerce
  • Technology Infrastructure for E-Commerce
  • E-commerce Security Issues & Controls
  • Implementing E-Commerce
  • E-Commerce Marketing
  • E-Commerce business models and Strategy

Module 7: Mobile Marketing

Mobile technology has already fundamentally transformed personal communications, but with mobile becoming ever more ubiquitous, driving increased social media activity and allowing digital communications channels to be accessible on the move, it is having a huge impact on how organizations, businesses and brands talk to customers. This module in an introduction to this emerging channel, covering best practice, technical issues and insight into customer behavior, all backed up by practical examples and the latest research

It will provide you with a solid understanding of the mobile marketing landscape focusing on practical skills and cutting-edge case studies; you will leave with a thorough knowledge of the technologies and terminology of mobile. You’ll discuss best practice guidelines, as well as being able to articulate the benefits and opportunities of a mobile strategy, and how this fits into a multichannel approach

What you will learn?
  • Mobile Advertising Ecosystem & Market in India
  • Understanding the Mobile User
  • Strategic Framework for Use of Mobile Advertising
  • Advertising Options – Creative & Media
  • Measurement, Monitoring & Impact Evaluation
  • Mobile Commerce
  • Cross Channel Marketing
  • Strategy and Planning

Module 8: Digital Ad Sales Training

The module is broken down into manageable sections including tools of the trade, How digital changed the paradigm, Digital Media Products, Targeting, Measuring Digital Media, the mechanics of Digital Media, Digital Media Math, selling Digital Media, Ad Operations, supporting Digital Sales, from quote to cash, recent Media trends and products.

What you will learn?
  • Tools of the Trade
  • Digital Media Products
  • Targeting
  • Measuring Digital Media
  • The Mechanics of Digital Media
  • Digital Media Math
  • Selling Digital Media
  • Ad Operations
  • Recent Media Trends

Module 9: Digital Media Planning And Buying

In a global scenario where media organizations need clear goals and structure, media planning and buying understanding is an essential part of digital Marketing curriculum. These skills are highly valued by corporations, media companies, media sales organizations, media buying and planning firms, research companies and of course advertising agencies. This comprehensive program equips you to understand the burgeoning Digital media industry & the process of strategizing, negotiating, and purchasing ad placements, or “inventory.”

What you will learn?
  • Overview- Role of a media planner
  • Understanding Client Brief: decoding the expectations of the client, Setting Campaign Objectives
  • Audience analysis: User behaviour, online opportunities and challenges
  • Market research
  • Media formats channels and placement
  • Media planning tools,softwares& platform selection
  • Media research and analysis
  • Media buying options, art of negotiating rates
  • Sample media plan
  • Presentation to the client
  • Execution and delivery aligning with ad operations
  • Digital analytics: Measuring campaign effectiveness across media.

Module 10: Programmatic Buying

The way digital media is bought and sold is changing rapidly and yesterday’s technology doesn’t apply today. Look at any trends in Digital media for future and you are sure to spot reports on how ‘Programmatic Buying’ is becoming the key trend and is a must know for marketers.

DMTI is the first Institute to offer this intensive course which will provide you with an advanced understanding of the programmatic media ecosystem, including an in-depth working knowledge of the key technologies that make up today’s programmatic. This course is designed to provide the foundation needed to navigate the complex programmatic advertising landscape.

What you will learn?
  • Introduction To Digital media new frontier – Programmatic buying
  • Key terms to communicate like a pro
  • Sales Organizations – Today and Tomorrow
  • Buyer Landscape – Today and Tomorrow
  • Understanding Your Tech Stack
  • SSP/DSP Vendor Demonstration
  • 5 Stages of Buying & selling
  • Rise of Programmatic Guaranteed
  • Channels: Mobile, Video, Social, Email, Native

Module 11: Digital Data & Analytics

Data & Analytics enable a brand manager to measure, manage and analyze the digital marketing initiatives to maximize campaign effectiveness and return on investment. This
 16- hour training will help the marketers understand critical data points and the correct way to analyze tracked digital marketing data points. The sessions will enrich the decision-making processes for many.
What you will learn?
  • Introduction to Digital Data Analytics
  • Web and App Analytics
  • Data to Decisions
  • Project & Case Studies
  • E-Commerce Analysis
  • Real Time Reporting
  • Intelligence Reporting

Module 12: Digital Marketing Strategy

This segment of the program will equip you with a scientific approach that is needed to assess digital marketing strategy in the overall scheme of things. Through a combination of case studies, best practice examples, and exercises, you will learn strategies for finding, engaging, and encouraging brand advocates. This eight-hour session will prepare you with a concrete application process for a real business.
What you will learn?
  • Understand how the elements of a digital marketing strategy can bring customers to the business
  • Inclusion of the power of search engine optimization, paid search, social media, and online advertising.
  • Reflect on how best to extend brands and cultivate relationships in these channels in a way that supports a holistic digital marketing strategy.
  • Discover how social media monitoring and data analysis can be used to improve marketing and product development activities.

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