Course Content

Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. In this module we’ll cover inbound and outbound marketing. And determine how tradition and digital marketing can work together.

SMM involves using social media platforms (such as Facebook, Twitter, Instagram, and LinkedIn) to promote products or services. It includes both organic (unpaid) and paid strategies.

• Key Social Platforms for Digital Marketing 
• Developing Data-Driven Audience and Campaign Insights 
• Growing and Engaging an Audience 
• Creating and Optimising Social Media Campaigns 

To integrate Google Analytics into your website, you primarily need to add the Google Analytics tracking code to your HTML. The tracking code typically consists of a JavaScript snippet that collects data about website visitors and sends it to Google Analytics.

This involves sending targeted messages to a group of people via email. Email marketing is used for purposes such as promoting products, building brand loyalty, and sharing valuable content.

• Email Design
• Email Marketing
• Creating an Effective Email Campaign 
• Marketing Automation

Digital marketing is dynamic, and strategies may need to evolve to keep up with changing consumer behaviors and technological advancements.

• Digital Strategy
• Setting Strategy Objectives and KPIs 
• Communicating a Digital Marketing Strategy
• Setting up Google analytics 4

Google Tag Manager (GTM) is a powerful tool offered by Google that allows marketers and website owners to manage and deploy various tracking codes (tags) on their websites without the need for manual code changes.

• Digital Strategy
• Setting Strategy Objectives and KPIs 
• Communicating a Digital Marketing Strategy

Google Search Console is a free web service provided by Google that helps website owners and webmasters monitor and maintain their site's presence in Google Search results.

• URL Inspection Tool
• Sitemaps
• Performance

SEO involves optimizing a website's content, structure, and other elements to improve its visibility on search engines like Google. The goal is to increase organic (non-paid) traffic to the website.

• Keyword Research
• On-Page SEO
• Backlink Building
• Technical SEO

Digital marketers use various tools and analytics platforms to measure and analyze the performance of their campaigns. This data-driven approach helps optimize strategies for better results.

• Different ways of measuring KPI
• Types of KPI
• Email Metrics
• V and X look up
• Campaign tracking
• Conversion rate calculation

Digital marketing is dynamic, and strategies may need to evolve to keep up with changing consumer behaviors and technological advancements. Looker is a business intelligence (BI) and data visualization platform. It is designed to help organizations explore and analyze their data to make informed business decisions. Looker allows users to create and share reports, dashboards, and data visualizations.