Digital Marketing Courses to Modernize Strategies for Traditional Marketers

As our world is becoming increasingly digitalized, even traditional marketers are turning to digital marketing channels to increase their reach. In March 2023, YouTube was the biggest platform with an advertising reach of approximately 460 million users across the country as quoted by Statista. With time, traditional marketing will see a dramatic shift completely towards digital marketing. 

Table of Contents

• How Can Traditional Marketers Shift Their Businesses To Digital Marketing?
  1. Search Engine Marketing
  2. Social Media Marketing
  3. Email Marketing
  4. Content Marketing

How Can Traditional Marketers Shift Their Businesses To Digital Marketing?

It is important to understand that digital marketing channels at the beginning as mentioned below:

1. Through Search Engine Marketing

Search Engine Marketing (SEM) is a digital marketing strategy that aims to increase a website's visibility in search engine results pages (SERPs) through both paid advertising and organic optimization efforts. It includes Paid Search Marketing (PPC/Pay-Per-Click) and Organic Search (SEO/Search Engine Optimization).

In paid search marketing, the following aspects are included:

• Advertisers bid on keywords to display ads in search results
• Google Ads is the most common platform, followed by Bing Ads
• You only pay when someone clicks your ad
• Allows precise targeting by location, time, device, and demographics
• Common formats include text ads, shopping ads, and local service ads
• Requires continuous optimization of keywords, bids, and ad copy

In organic search, the following components are included:

• Improving website visibility in natural search results
• Takes longer to show results but provides sustainable traffic
• Technical SEO: Site speed, mobile-friendliness, indexing, site structure
• On-page SEO: Content optimization, meta tags, headers, internal linking
• Off-page SEO: Backlinks, social signals, brand mentions
• Local SEO: Google Business Profile, local citations, reviews

Course	About the Course
Introduction to Search Engine Marketing (SEM)	Those who want to start learning Search Engine Marketing can enrol in this great learning course. For traditional marketers, it is an important course as it will help in increasing the rank of their website on the search engine.
Search Engine Marketing (SEM)	Through this course, students will learn to create, execute, as well as optimize an ad campaign using AdWords by Google.

2. Through Social Media Marketing

Social Media Marketing (SMM) is a form of digital marketing that uses social media platforms to connect with audiences, build brand awareness, drive website traffic, and generate leads or sales. Components included with SMM are Organic Social Media and Paid Social Advertising. 

Organic social media covers:

• Creating and sharing valuable content
• Building and engaging with a community
• Managing brand presence across platforms
• Responding to comments and messages
• Leveraging user-generated content

Paid Social Advertising includes the following:

• Creating targeted ad campaigns
• Boosting posts for wider reach
• Using various ad formats (image, video, carousel)
• Retargeting website visitors
• Promoting specific products or offers

Courses To Learn Social Media Marketing

Course	About the Course
Powerful Social Media Marketing for Beginners	Through this digital marketing course, marketers will learn about the techniques required to become social media manager. Difference between organic and paid social media will also be explained through this course.
Social Media Marketing by eCornell	This course starts with teaching ways to plan social media strategy for campaign execution. Students will be required to select an appropriate social media platform to deliver marketing objectives across social media marketing funnel.

3. Through Email Marketing

Email Marketing involves sending targeted messages to a group of people through email, with the goal of promoting products/services, building relationships, or sharing information. Core Components list building, managing it, types of email campaigns, content development and technical element.

1. List Building and Management covers:

• Growing email subscriber base
• Segmenting lists based on demographics or behavior
• Cleaning and maintaining list hygiene
• Managing unsubscribes and bounces
• Ensuring compliance with email regulations (GDPR, CAN-SPAM)

2. Email Campaign Types include the following:

• Welcome emails for new subscribers
• Promotional campaigns for sales and offers
• Newsletter campaigns with regular updates
• Automated drip campaigns
• Transactional emails (order confirmations, receipts)
• Re-engagement campaigns for inactive subscribers

3. Content Development covers:

• Crafting compelling subject lines
• Writing engaging email copy
• Designing mobile-responsive templates
• Creating clear calls-to-action
• Personalizing content for different segments

4. An email also has the following Technical Elements:

• Email deliverability optimization
• Mobile responsiveness testing
• A/B testing different elements
• Setting up authentication (SPF, DKIM)
• Integration with CRM systems

Courses To learn Email Marketing

Courses	About the Course
Email Marketing Certification Course	This course aims to help create an email marketing strategy for businesses. Contact management and segmentation to email deliverability will be covered in this course. Students will also learn to analyze the sent emails.
Certified Email Marketing Masters Course	Through this course, students will realize the importance of email marketing. They will learn about the significance of emailmarketing reach and engagement with prospective clients in any company. A complete insight of email marketing will be provided in this course.

4. Through Content Marketing

Content Marketing is strategic marketing approach that is focused on the creation as well as the distribution of valuable and relevantcontent to retain clearly defined audience and drive profitable customer action. Core Components include content strategy, content types, content creation process and distribution channels.

Within Content Strategy, the following elements are included:

• Setting clear objectives and goals
• Identifying target audience needs
• Creating content pillars and themes
• Developing editorial calendars
• Planning distribution channels
• Measuring content performance

Content types cover the following:

• Blog posts and articles
• Videos and webinars
• Podcasts and audio content
• Ebooks and whitepapers
• Infographics and visual content
• Case studies and testimonials
• Social media content
• Email newsletters

The content creation process includes:

• Research and topic selection
• Keyword research for SEO
• Content writing and editing
• Visual asset creation
• Quality assurance
• Optimization for different platforms
• Content updates and maintenance

Distribution Channels cover the below-mentioned aspects:

• Company website and blog
• Social media platforms
• Email marketing
• Industry publications
• Content syndication sites
• Partner websites
• Forums and communities

Courses To learn Content Marketing

Courses	About the Course
The Strategy of Content Marketing	The aim of this course is to help content marketers acquire and retain the profitability of customers. Through this digital marketing course, traditional marketers will learn to develop, organize and implement content marketing strategy. They will be able to build brand authority through content marketing.
Content Marketing Certification Course	This course teaches about the frameworks used in content creation for producing effective content. It also covers topics for creating and repurposing content that is relevant for both search engine bots and human beings. Through this course, learners will become strategic storytellers in the long run.

Moving your business from traditional marketing to the digital marketing space is a big change that brings new chances for growth. While basic marketing principles stay the same, doing well in digital requires learning new skills. Start by picking courses that match what you know and what your business needs. Whether it is learning social media, working with data, or creating online content. Begin with basic digital marketing courses before focusing on specific areas. Since digital marketing keeps changing, you will need to keep learning new things. By staying open to change and taking the right courses, you can use your current marketing knowledge while building new digital skills.