Web analytics is the part of marketing devoted to the analysis of your goals and methods used for promotion of your website, and how those should be adapted in order to refine the approach and eventually produce better results. This segment of the course will show you what web analytics is, why you should use it and which metrics should be tracked to get the relevant data for the analysis. You will also learn about conversion optimization, elements of web usability and conversion optimization and how to calculate conversion rate optimization.

Off page SEO: This type of SEO focuses on all of the activity that takes place "off the page" when looking to optimize your website. "What activity not on my own website could affect my ranking?" You might ask. The answer is inbound links, also known as backlinks. The number of publishers that link to you, and the relative "authority" of those publishers, affect how highly you rank for the keywords you care about. By networking with other publishers, writing guest posts on these websites (and linking back to your website), and generating external attention, you can earn the backlinks you need to move your website up on all the right SERPs.
Email Marketing: Email marketing is still one of the most effective digital marketing channels. Many people confuse email marketing with spam email messages we all receive per day, but that’s not what email marketing is all about. Email marketing is the medium to get in touch with your potential customers or the people interested in your brand. Many digital marketers use all other digital marketing channels to add leads to their email lists and then, through email marketing, they create customer acquisition funnels to turn those leads into customers.
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.
Digital marketing poses special challenges for its purveyors. Digital channels are proliferating rapidly, and digital marketers have to keep up with how these channels work, how they're used by receivers and how to use these channels to effectively market things. In addition, it's becoming more difficult to capture receivers' attention, because receivers are increasingly inundated with competing ads. Digital marketers also find it challenging to analyze the vast troves of data they capture and then exploit this information in new marketing efforts.

Social Mention - Very similar to TalkWalker Alerts, Social Mention is a media listening tool that shows in-depth insights into phrases/discussions on the web. Tracking brand name shows the reach, strength, and passion that users are having with brand names. It also shows sentiment analysis (whether users are referring to your suggested phrases with a positive or negative sentiment. Another cool feature includes what other keywords are used in discussions with your brand. For Smart Insights our top keyword is 'marketing' ...that's always good to know!
To do that, you need a consolidated view of customer preferences and expectations across all channels – web, social media, mobile, direct mail, point of sale, etc. Retailers do this using omnichannel retail analytics. Marketers can use this information to create and anticipate consistent, coordinated customer experiences that will move customers along in the buying cycle. The deeper your customer insight into behavior and preferences, the more likely you are to engage them in lucrative interactions.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all.

Great job! Digital marketing has become very important for many marketers. Traditional marketing tools cannot handle big data properly. Digital marketing is also much more cost-effective than traditional marketing. CSAT.AI, MaestroQA, ScorebuddyQA, and Salesforce Einstein are some AI tools that combine the best of human intelligence and artificial intelligence to develop digitalized marketing tools that can help in big data analysis in real-time.
Customers are often researching online and then buying in stores and also browsing in stores and then searching for other options online. Online customer research into products is particularly popular for higher-priced items as well as consumable goods like groceries and makeup. Consumers are increasingly using the Internet to look up product information, compare prices, and search for deals and promotions.[23]
Design Wizard is an excellent graphic design tool which allows you to personalize high-quality images and videos in seconds. This tool is perfect for social media marketers, business owners and party planners! Standout features of the tool include a custom color palette, free font library and resize feature. There are also excellent integrations with Hubspot, Marketo, Buffer and Intercom!
Those engaging with your company online via mobile devices need to have the same positive experience as they would on desktop. This means implementing a mobile-friendly or responsive website design to make browsing user-friendly for those on mobile devices. It might also mean reducing the length of your lead generation forms to create a hassle-free experience for people downloading your content on-the-go. As for your social media images, it's important to always have a mobile user in mind when creating them as image dimensions are smaller on mobile devices, meaning text can be cut-off.
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.
By now you know that social media is a crucial part of your marketing strategy. But do you know the ins and outs of social media marketing? Social media marketing gives you increased exposure. It allows you to connect with your consumers in a more intimate way. From this interaction, you can gain valuable customer feedback that allows you to improve your customer service, product, or service.
Admission does not require an application fee or GRE scores, but applicants must hold a bachelor's degree with a minimum 2.85 GPA or a master's degree with a minimum 3.0 GPA. Applicants with lower GPAs may still receive an offer of provisional or probationary admission. In their first course, learners must pass the Common Professional Component (CPC) comprehensive exam, or else take leveling courses in accounting, finance, and other management subjects. Once enrolled, students take classes under each of four educational pillars: ethics and social responsibility, critical thinking and entrepreneurial mindset, communication and human relations, and global interconnectedness and inclusiveness. Each course concludes with a signature project leaving students with a robust business portfolio.

For example, say you’re looking for kitchen decoration inspiration and an image attracts your attention. You click on a thumbnail result to get to the “Detail View.” The overall décor is great, but you’re particularly interested in that nice-looking chandelier. Wouldn’t you love to know where you can get one just like it? With Bing Visual Search, now you can.


Understanding Mobiles: Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online (Whiteside, 2016).[43] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it. This may be difficult as ‘half the time spent on smartphone apps occurs on the individuals single most used app, and almost 85% of their time on the top four rated apps’ (Whiteside, 2016).[43] Mobile advertising can assist in achieving a variety of commercial objectives and it is effective due to taking over the entire screen, and voice or status is likely to be considered highly; although the message must not be seen or thought of as intrusive (Whiteside, 2016).[43] Disadvantages of digital media used on mobile devices also include limited creative capabilities, and reach. Although there are many positive aspects including the users entitlement to select product information, digital media creating a flexible message platform and there is potential for direct selling (Belch & Belch, 2012).[45]
People aren’t just watching cat videos and posting selfies on social media these days. Many rely on social networks to discover, research, and educate themselves about a brand before engaging with that organization. For marketers, it’s not enough to just post on your Facebook and Twitter accounts. You must also weave social elements into every aspect of your marketing and create more peer-to-peer sharing opportunities. The more your audience wants to engage with your content, the more likely it is that they will want to share it. This ultimately leads to them becoming a customer. And as an added bonus, they will hopefully influence their friends to become customers, too.
Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

The one blog most SEO professionals recommended in our survey was Backlinko by Brian Dean. Considered as one of the best SEO experts in the industry, Brian sure has created a reputation of sorts, which he lives up to. Articles, researches, hidden secrets and a lot more can be found on his blog Backlinko. Now he used to offer a course as well, but presently it shows that enrollments are closed. You can still join the waiting list here (or maybe the registrations are open again by the time you read this).
Honestly, This post will obviously help a lot of people on what makes up good content and how to structure it for the best result. Interesting article and Amazing Instagram Trends Today and a great attempt for Social Media Marketing Trends 2019. This Social Media Marketing Trends is particularly helpful for navigating people to the right place. You can read progressively about our inherent Social Media Marketing Trends includes here: https://adrinawinslet21.tumblr.com/post/185539329691/6-ecommerce-social-media-marketing-trends-you-must
In the parlance of digital marketing, advertisers are commonly referred to as sources, while members of the targeted ads are commonly called receivers. Sources frequently target highly specific, well-defined receivers. For example, after extending the late-night hours of many of its locations, McDonald's needed to get the word out. It targeted shift workers and travelers with digital ads, because the company knew that these people made up a large segment of its late night business. McDonald's encouraged them to download a new Restaurant Finder app, targeting them with ads placed at ATMs and gas stations, as well as on websites that it new its customers frequented at night.
The one blog most SEO professionals recommended in our survey was Backlinko by Brian Dean. Considered as one of the best SEO experts in the industry, Brian sure has created a reputation of sorts, which he lives up to. Articles, researches, hidden secrets and a lot more can be found on his blog Backlinko. Now he used to offer a course as well, but presently it shows that enrollments are closed. You can still join the waiting list here (or maybe the registrations are open again by the time you read this).
Participants will learn the basics of inbound marketing, SEO, landing pages, blogging, conversion optimization, lead nurturing, and email marketing, as well as how they all work together for a cohesive and more effective inbound marketing strategy. After the certification exam, graduates receive a badge for their résumé or LinkedIn profile to show they've expanded their marketing skills with HubSpot Academy.
Professional Certified Marketer (PCM): Offered by the American Marketing Association, the PCM for digital marketing represents mastery in areas such as metrics and conversions, social media, SEO, and content marketing. The two-hour exam comprises 120 multiple-choice questions and requires a score or 80% of better. The cost of exam is discounted for AMA members.

The University of Denver offers a Certificate in Marketing Communication, which consists of 4 standard courses and 2 chosen elective courses. Students may choose from over 20 electives, and this serves to allow students to delve deeper into their chosen area of interest, becoming more specialized in a given area and thus sharpening their career-oriented focus. Terms last 10 weeks, though students do have a time-limit to finish the course material. The certificate is also regionally accredited by the NCA, meaning the certificate will hold more clout than those aren’t accredited. While this certificate is the most expensive on this list the high quality education of the larger University and intensive, comprehensive, and longer design of the program itself seems to justify the expense.

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.


Accepted students can begin the 39-credit program at one of six start dates during the year. Terms last eight weeks, and students take three credits per term. The program's 18 core courses include macroeconomic analysis and public policy, emerging trends in global markets, and operations and supply chain management. Digital marketing students take six specialization courses, including omni-channel retailing, digital customer experience management, and integrated digital advertising planning across multiscreen, hyper-targeted media.
This Executive Education program by the Kellog School of Management is meant specifically for managers and other professionals who want to hone their skills in the digital marketing domain while leading marketing teams and growing in their organization. Among other things, you will learn how to attract and influence customers, understand the expectations and requirements of customers, and optimize your business tactics accordingly.
UC Irvine offers an online Digital Marketing certificate, which in the University’s words provides “you with a comprehensive examination of tactics and strategies across social media, mobile marketing, online analytics, and search engine marketing aimed at fully leveraging the Internet for achieving business goals such as acquiring, converting, and retaining online customers.” The program consists of 6 standard courses and 4 electives, which are chosen by the student to increase their specialization in a given area. These courses add up to a minimum of 160 hours of instruction, which students have up to 5 years to complete. With all 7 areas of core content covered in this program, students can expect a comprehensive education in digital marketing.
By using Internet platforms, businesses can create competitive advantage through various means. To reach the maximum potential of digital marketing, firms use social media as its main tool to create a channel of information. Through this a business can create a system in which they are able to pinpoint behavioral patterns of clients and feedback on their needs.[32] This means of content has shown to have a larger impingement on those who have a long-standing relationship with the firm and with consumers who are relatively active social media users. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.[33] Although there may be inconstancy with product images;[34] maintaining a successful social media presence requires a business to be consistent in interactions through creating a two way feed of information; firms consider their content based on the feedback received through this channel, this is a result of the environment being dynamic due to the global nature of the internet.[31] Effective use of digital marketing can result in relatively lowered costs in relation to traditional means of marketing; Lowered external service costs, advertising costs, promotion costs, processing costs, interface design costs and control costs.[34]
As a relatively young university established in 1965, Simon Fraser University is a public research university located in British Columbia, Canada with campuses in other cities such as Burnaby, Vancouver, and Surrey. Simon Fraser University consistently ranks as one of the top comprehensive universities in Canada taking the number 1 spot in Maclean’s Annual University Rankings 12 times, with many of those being consecutive years. With a rockstar faculty and alumni faculty, who have won 43 fellowships to the Royal Society of Canada, three Rhodes Scholarships and one Pulitzer Prize to date, students can expect the top-tier instructors
Core coursework includes information systems for management, organizational behavior in a global context, and business research and quantitative methods. Learners concentrating in digital marketing choose three electives from options such as integrated marketing communications, strategic electronic marketing, and social media marketing content and analytics. The program does not include a thesis or capstone project. Most courses do not require students to be online at any particular time, though they may include collaborative exercises.
For instance, a visitor landing on a website is contacted via chatbot and asked to request assistance or get more information about the product. If he selects the first option, he will be referred to a representative for help and if he chooses the second option, he will be asked a series of automated questions or redirected to their blog or FAQ page.

Duke University’s Digital Media and Marketing Certificate program, offered through the Office of Continuing Studies and Summer Session, can be completed through 350 hours (5-10 hours per week of study time is recommended) of fully-online coursework and instruction. The program is self-paced and allows students to progress through the program at the speed that best accommodates their personal schedules and attributes, so long as they complete the program within one year. The program’s directors are confident enough in the quality of this certificate to offer a demo course, where students can get a taste of what the program will offer. The program’s curriculum has been designed by some of the industry’s most respected and renowned speakers, authors, and consultants. Students will also have 24/7 online access to it, so they can choose when and where they choose to learn.
Established in 1919 The University of California Los Angeles is a public research university located in the Westwood District of Los Angeles, California. Students of UCLA report the nearby booming city of Los Angeles is a fantastic resource in both social and professional dimensions. With a world famous nightlife, a highly active economy, and thousands of professional networks students and professionals will find no shortage of opportunity. UCLA itself is internationally known for academic prestige and its powerful research centers, and consistently gains recognition for its various prestigious degree and certificate programs.
As email marketing is getting smarter, marketers have started to care more about sending emails to subscribers who are active on their lists. For instance, if a contact highly engages with your emails, he should be regularly nurtured with content and updates about your company until he converts into a loyal customer. On the other hand, if a subscriber hasn’t opened an email for a certain period of time, he will be considered as a dormant contact and will no longer receive additional emails.
If you can believe it, digital marketing is nothing new. Digital marketing came on to the scene as electronic devices entered our lives. People often assume that digital marketing is all about content marketing and social media. While these exist as types of digital marketing, they are not all encompassing. Digital marketing happens online and offline.

An omni-channel approach not only benefits consumers but also benefits business bottom line: Research suggests that customers spend more than double when purchasing through an omni-channel retailer as opposed to a single-channel retailer, and are often more loyal. This could be due to the ease of purchase and the wider availability of products.[26]


Collaborative Environment: A collaborative environment can be set up between the organization, the technology service provider, and the digital agencies to optimize effort, resource sharing, reusability and communications.[38] Additionally, organizations are inviting their customers to help them better understand how to service them. This source of data is called User Generated Content. Much of this is acquired via company websites where the organization invites people to share ideas that are then evaluated by other users of the site. The most popular ideas are evaluated and implemented in some form. Using this method of acquiring data and developing new products can foster the organizations relationship with their customer as well as spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is directly from the consumers and can save advertising costs for the organisation.
A private nonsectarian school, Fairleigh Dickinson University operates two campuses in New Jersey, one in Canada, one in the United Kingdom, and one online. The school enrolls more than 13,000 students in 100-plus degree programs, including an online master of science in digital marketing. This 30-34 credit program takes about two years to complete, and courses do not require students to be online at any specific time. FDU's master's in digital marketing online focuses on key topics of study, including mobile marketing, marketing research, web analytics, and database marketing and management.
Many customers prefer interacting with chatbots as they are responsive 24/7, give answers promptly, accurately recall your entire buying history, and never lose patience. These virtual assistants offer outstanding customer service by meeting customers’ expectations and automating repetitive tasks – which means that you can focus on more important work.
The positive impact of implementing these technologies is shown by this case study showing how retailer George at ASDA boosted site speed and advanced customer engagement with PWAs and AMPs leading to 31% increase in mobile conversion since upgrading to PWA, a 1.71X faster site speed and a 32% improvement in click-through rate from organic mobile traffic for top 500 AMP queries plus a 15% increase in page views per visit. Asda has 65% of its visitors on smartphone.
The rise of micro-moments means that marketers must rethink the linear buyer’s journey that follows a set path: awareness, consideration and decision. Today, the customer journey is becoming more of a whirling funnel wherein people think, see or talk about something and then want to learn about it, watch it or buy it, all at an instant. Expectations are high, and patience is low.
Action: Taking the next step towards purchasing. This is when you’re able to turn your potential customer into a lead. You’ve given them valuable information, shown them you pay attention to your customer’s needs, and shown them that you have something they need that will benefit them. All that’s left is discussing things like price, payment and other aspects of your product or service that are relevant to a buyer.
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