Now imagine you had that brochure on your website instead. You can measure exactly how many people viewed the page where it's hosted, and you can collect the contact details of those who download it by using forms. Not only can you measure how many people are engaging with your content, but you're also generating qualified leads when people download it.
As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand how to effectively communicate on this unique and extremely personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.
Google Keyword Planner - Google offers a range of different tools and analytical platforms to keep data analysists happy - they are never without tools which help you plan, manage and optimize SEM strategies. Keyword Planner can be located within your AdWords dashboard under 'tools'. You can still use it even if you don't invest in AdWords. This is a great tool which allows you see the average monthly search volume for keywords and your average organic position for it. It also allows you to filter keywords by location and set parameters for Google or Google and search partners.
In order for marketers to succeed in using micro-moments, they should understand the basic practices of each one. Let’s take for instance the “I-want-to-go-moments”. Brick and mortar stores can take advantage of such a moment by capitalizing on “near me” searches, which have grown 2X between 2016 and 2017 according to Google. This requires storefronts to optimize their locations on their websites or apps. Furthermore, they can go even beyond that by creating ads for their store’s location or popular products to improve their visibility in search engines and reach their customers at the appropriate time.
A private Catholic liberal arts college located in Saint Leo, Florida, Saint Leo University serves about 13,000 students in both undergraduate and graduate programs. The school offers an online, 36-credit MBA in social media marketing that students can complete in 12 months. Terms last eight weeks and students typically take two three-credit courses at a time. To maintain personal contact between students and faculty, most courses enroll 20 students, and no course enrolls more than 30.
AdWords is an excellent way to display your products or services on Google's results pages for very specific queries. For instance, let's say someone searches for "best CrossFit gym in Austin". Sure, you could work on your SEO and hope to appear organically -- but you can also bid on the keyword and appear at the top of the page, enabling you to capture tons of high intent visitors.
Prioritizing clicks refers to display click ads, although advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent in the United States. This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements (Whiteside, 2016).[43]
Google have been prioritizing rich ‘visual search’ snippets across all their platforms and devices, which allow visitors to get all the information they are looking a lot faster and help them decide on the right website to click through, right from the top results. Based on a study conducted by Path Interactive, among people aged between 13 and 18, 40% of them are going to get what they need through rich snippets.
The development of digital marketing, during the 1990s and 2000s, changed the way brands and businesses use technology for marketing.[4] As digital platforms became increasingly incorporated into marketing plans and everyday life,[5] and as people increasingly use digital devices instead of visiting physical shops,[6][7] digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing,[8] e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones.[9] The extension to non-Internet channels differentiates digital marketing from online marketing.
There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support through 24/7 services to make customers feel supported and valued. The use of social media interaction allows brands to receive both positive and negative feedback from their customers as well as determining what media platforms work well for them. As such, digital marketing has become an increased advantage for brands and businesses. It is now common for consumers to post feedback online through social media sources, blogs and websites on their experience with a product or brand.[27] It has become increasingly popular for businesses to use and encourage these conversations through their social media channels to have direct contact with the customers and manage the feedback they receive appropriately.

Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity. A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves deduplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached (Whiteside, 2016).[43] An example is ‘ESPN and comScore partnered on Project Blueprint discovering the sports broadcaster achieved a 21% increase in unduplicated daily reach thanks to digital advertising’ (Whiteside, 2016).[43] Television and radio industries are the electronic media, which competes with digital and other technological advertising. Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology. Radio also gains power through cross platforms, in online streaming content. Television and radio continue to persuade and affect the audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).[46]
Alison is a free learning platform that offers free online courses on a variety of topic, digital marketing included. You can sing up via a social account or email, and learn at your own pace. The topics covered in the Alison free digital marketing courses include social media marketing, marketing management, digital marketing, and public relations.
Skillshare is an e-learning website that works on an interesting model where it offers you to access all its 15,000+ courses at almost zero cost. This means that at just $1, you could be learning SEO and Adwords and Affiliate Marketing and various aspects of Digital Marketing within a month at $1. Sounds too good to be true? We say you check it out once and see if it suits you 🙂 After a month you may cancel your subscription so you are not charged any further.
Take up this globally recognized certification from Google – Google Adwords Fundamentals.  Covered across 7 different modules, you need to clear the Adwords Fundamentals exam and one of other 6 (Search, Display, Video, Shopping and Mobile Advertising) to get certified. There are also separate exams and certifications for latter 6 in case you want to clear all. Unfortunately, unlike the Google Analytics course, this is not a video format based course and so it calls for a stronger will power to ensure completion! You may also be interested in checking out Best Google Adwords Courses.
Platform-Based Social Media Analytics are the free analytics tools built into social media platforms themselves – on Facebook, Twitter, YouTube and more. Though other tools can aggregate your data, looking at platform-based analytics allows you to look at each account as a unique entity, devising different strategies for each social media platform.

The key trend here is the way digital technologies and media offer the opportunities for digital disruption. Yet digital marketing is not always used as a disruptor. As I discuss in my Digital Marketing: Strategy, Implementation and Practice book, digital marketing is more often used for market penetration than new product or market development (these are the classic Ansoff growth strategies). To give you a benchmark, this new CMO Survey research from Duke University Fuqua Business School, Deloitte and the American Marketing Association based on the views of Chief Marketing Officers (CMOs) in large US organizations is useful. It’s interesting since it translates the theory of Ansoff into practice, showing how businesses are mainly investing, but other strategies are significant.
Don’t forget to analyse your competitors’ marketing strategy too – create an analysis spreadsheet of their online activities (you can use SEMrush to identify the SEO strategy of a competitor, i.e. what keywords are driving the largest volume of organic traffic to their website. It can also be used to compare the organic and paid traffic of different websites so again quite useful to see how aggressive they’re being with their paid spend.)
Interest: They are actively expressing interest in a certain type of your products or services. At this point you’ve given them some information and they’re interested in what you have to say or the services you provide. You’ve used your lead magnet or CTA in stage one to gather more information about them. At this stage it’s a good idea to supply them with further information that is more tailored to their specific needs. Showing them that you not only took the time to get to know them, but also have something that’s specific to their needs will show that you’re attentive to and care about your customer’s wants and needs.
Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.[41] Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).[42] Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).[43] Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.
Having the right set of software tools to manage data insights, content and digital marketing is essential! Without the right ones, you won't be able to create a strategy which reaches target customers and follower them through the customer journey - giving you insights into customer journeys, personas, conversion rate optimization and many more digital metrics essential to staying ahead of competitors.
If you're focusing on inbound techniques like SEO, social media, and content creation for a preexisting website, the good news is you don't need very much budget at all. With inbound marketing, the main focus is on creating high quality content that your audience will want to consume, which unless you're planning to outsource the work, the only investment you'll need is your time.
The University of Illinois offers a Certificate of Digital Marketing that can be completed entirely through online coursework. The certificate program consists of three sequential courses that end in a Capstone Project. Each course lasts 4 weeks and requires about 6-8 hours of work a week. The program, while self-paced, is designed to sequentially deliver the concepts, tools, and techniques you need to both communicate with customers in a systematic and integrated way using multi-media channels and to create effective targeted promotional campaigns. While this certificate only covers 1 area of core content that we measured in our metric, the program empowers the student to explore and follow their own interests, which is delivered through highly interactive and hands-on formats–a great learning-type option for students looking for more engaging learning formats than are traditionally offered in standard online education.

The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company.[67] The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.[68]
According to DuckDuckGo’s general counsel and head of policy, Megan Gray, this model is profitable: “We make a ton of money. We are a privately held company, so I can’t tell you exactly how much we make. But we are subject to the California Consumer Privacy Act (CCPA), which requires at least $25 million in annual revenue, and we are well above that.”
On the other hand, marketers who employ digital inbound tactics use online content to attract their target customers onto their websites by providing assets that are helpful to them. One of the simplest yet most powerful inbound digital marketing assets is a blog, which allows your website to capitalize on the terms which your ideal customers are searching for.

Students in this master's in digital marketing online can enroll in one of six start dates throughout the year. To receive an offer of admissions prospective students needs a minimum 3.0 GPA during the final 60 credits of their bachelor's degree, or a GMAT score of 500 or above. Applicants who hold credits from one of the 50-plus institutions with which Saint Leo University holds an articulation agreement can transfer courses directly into the program.
Digital marketing activity is still growing across the world according to the headline global marketing index. A study published in September 2018, found that global outlays on digital marketing tactics are approaching $100 billion.[41] Digital media continues to rapidly grow; while the marketing budgets are expanding, traditional media is declining (World Economics, 2015).[42] Digital media helps brands reach consumers to engage with their product or service in a personalised way. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement (Whiteside, 2016).[43] Why these practices are ineffective and some ways around making these aspects effective are discussed surrounding the following points.
For marketers trying to compete in this new digital medium, it’s incredibly difficult to surface your content above the competitive noise. While the amount of time consumers spend on web and mobile has increased dramatically, the amount of available content has increased exponentially. More digital content is created in a day than most people can consume in a year. With so many distractions and choices, your audience has a very short attention span.
To reinforce a more personalized manifestation of sending engagement-based emails, an obvious direction is resurfacing again: plain text emails. This sends those engagement-based emails in a more individualized and hand-crafted way to the targeted user, which gives a more personalized aspect to the communicated piece. Moreover, because HTML style emails containing detailed graphics may increase the potential for spam, marketers are considering plain texts as alternative ways to minimize this problem.  Besides, plain text emails address the need of the user and improve the engagement rate.
Google Trends - A good tool for understanding seasonal content. It also displays results in a more visual way but presents much simpler results than Keyword Planner. It shows interest in keywords and search queries, but doesn't give you the exact number of searches or your organic position. It is definitely worth having with Keyword Planner, but I wouldn't recommend only using Trends. 
Originally chartered as Queen’s College in 1766, and now a public research university known as Rutgers University, and is the largest institution of higher education in New Jersey. Rutgers is also the eighth-oldest college in the United States and is one of the nine original Colonial Colleges that were chartered before the American Revolution. While newer to the industry of online education, Rutger’s online division is essential to its current development initiatives and as of 2015 it now offers 11 fully online degree programs at the undergraduate and graduate level.
Modern information sources are primarily online, and internet marketing is crucial to reaching consumers and building brands. Graduates with a digital marketing degree work as digital marketers, online advertisers, and social media specialists to analyze, research, and create compelling content within the digital sphere. Opportunities in internet marketing are projected to grow as companies shift advertising dollars to online efforts.
Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal. For example, you might have an owned piece of content on a landing page on your website that's been created to help you generate leads. To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page. That's the earned media component. To support the content's success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience.
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