Georgetown University offers a certificate program in Digital Marketing that stands in stark contrast to other certificate programs on this list. Georgetown’s certificate program is special because it is highly targeted to service experienced professionals, and is the only program on this list to have rather steep requirements for the program. Students must hold either a bachelor’s degree or equivalent, or 3-5 years experience holding a position in the public, private, or nonprofit sectors and demonstrable experience with marketing learning principles and strategies. These requirements are due to the fact that the content covered in the program and the expectations of performance are much higher than other entry level certificates. The benefit here is that this certificate is recognized as a clear indication of professional mastery in the field. As such the program is entirely career-oriented and focuses on current multi-channel marketing strategy demands, customer relationship management, qualitative and quantitative marketing analysis tools, return on investment analysis and presentation formats, and the relation of these to specific organizational goals and niche markets. Students or professionals with with the necessary requirements looking for a shorter and comparable option to a master’s degree will find this certificate the perfect option.”
While many students are weighing their options in either degrees or certificate, others are considering all-together free digital marketing education options. With the rise of MOOCs (massively open online courses) many students without the means to attend college or pay for certificates are finding the ingredients to piece together their own quality education. In The New York Times article entitled “Instruction for Masses Knocked Down Campus Walls,” author Tamar Lewin stated, “in the past few months hundreds of thousands of motivated students around the world who lack access to elite universities have been embracing them [MOOCs] as a path toward sophisticated skills and high-paying jobs, without paying tuition or collecting a college degree.”
Search engine marketing - Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimization, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Influencer marketing has evolved into to become more personalized. As it becomes more authentic, 92 percent of people trust other consumer recommendations over corporate advertising. For this reason, marketers from a leading gaming company launched their highly successful influencer marketing campaign #Superlord on the social video app TikTok, which took Germany by storm:
A private liberal arts university located in the Chicago suburb of River Forest, Concordia University - Chicago maintains its affiliation with the Lutheran Church Missouri Synod. The school serves as the educational home for nearly 6,000 students pursuing degrees on campus and online. As part of its business, management, and innovation sector, Concordia offers an online MBA with digital marketing certificate. This flexible, two-year master's in digital marketing online prepares and empowers ethical leaders to work in the global marketplace.
HubSpot Academy offers certification and training courses to teach people how inbound marketing and HubSpot software work. Classes are often taught by marketers at HubSpot and are made up of video lessons, quizzes, and tests. Most HubSpot Academy classes are available free of charge, and if you pass the certifications, such as the two below, you get a nifty certificate and badge to share on your social media profiles. Check out mine on LinkedIn:
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. 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.
Email marketing - Email marketing in comparison to other forms of digital marketing is considered cheap; it is also a way to rapidly communicate a message such as their value proposition to existing or potential customers. Yet this channel of communication may be perceived by recipients to be bothersome and irritating especially to new or potential customers, therefore the success of email marketing is reliant on the language and visual appeal applied. In terms of visual appeal, there are indications that using graphics/visuals that are relevant to the message which is attempting to be sent, yet less visual graphics to be applied with initial emails are more effective in-turn creating a relatively personal feel to the email. In terms of language, the style is the main factor in determining how captivating the email is. Using casual tone invokes a warmer and gentle and inviting feel to the email in comparison to a formal style. For combinations; it's suggested that to maximize effectiveness; using no graphics/visual alongside casual language. In contrast using no visual appeal and a formal language style is seen as the least effective method.
To engage customers retailers have shifted from the linear marketing approach of one-way communication to a value exchange model of mutual dialogue and benefit-sharing between provider and consumer. Exchanges are more non-linear, free flowing, and both one-to-many or one-on-one. The spread of information and awareness can occur across numerous channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a variety of other platforms. Online communities and social networks allow individuals to easily create content and publicly publish their opinions, experiences, and thoughts and feelings about many topics and products, hyper-accelerating the diffusion of information.
Accreditation illustrates that an institution or program meets standards set forth by an accrediting agency. Regionally accredited schools have earned the gold standard of accreditation and are recognized by both the U.S. Department of Education and the Council for Higher Education Accreditation (CHEA). Credits earned through schools accredited by any of the six regional agencies are easily transferable.
3. Developing a call-to-action: We talked about using a call-to-action in the second step as a part of your marketing funnel, but what is a call-to-action exactly? A call-to-action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar or request a product demo. CTAs should direct people to landing pages, where you can collect visitors’ contact information in exchange for a valuable marketing offer. In that sense, an effective CTA results in more leads and conversions for your website. This path, from a click on a CTA to a landing page, illustrates the much desired process of lead generation. In order to increase visitor-to-lead conversion opportunities, you need to create a lot of calls-to-action, distribute them across your web presence and optimize them. A good CTA should be attention grabbing and help lead a potential customer further into your marketing funnel.
Founded in 1891 by the Church of the Brethren the University of La Verne is a private, nonprofit, and now nonsectarian university located in La Verne, California just about 30 miles east of Los Angeles. Though the University claims nonsectarianism, it maintains strong affiliations with the Church of the Brethren, meaning many students, instructors, and the University’s board members are of the Church. The University’s online branch, however, delivers an education free from Church affiliations and its belief systems.
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.
A secular, private research university located in Waltham, Massachusetts, Brandeis enrolls nearly 6,000 students, and offers more than 40 majors. Brandeis maintains a graduate professional studies program that includes an online master of science in digital marketing and design. Applicants must hold a bachelor's degree with two or more marketing courses or two years of relevant work experience. The average online class size at Brandeis is 12, and the largest is 20. Students learn in interactive, seminar-style settings with faculty members, not graduate assistants. Learners can also take advantage of virtual office hours, group activities, and real-time online meetings with the faculty.
Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to amplify your brand message to a larger market. Influencers can be well-known celebrities, but more often they are Instagram or YouTube personalities with a huge niche following who can help spread the word about your business or product through their social channels.