Certified Digital Marketing Master Course (CDMM) 

Getting Started with the Course

Understand the course structure

Meet the team

Guidance on completing the course smoothly

Fundamentals to Digital Marketing

How to think like a Marketer

Marketing Strategies for Business

Search Engine Optimization [SEO]

Introduction to SEO

How do Search Engines work

 Indexing & Crawling Basics

Optimizing Crawl Budget

Intro to SEO

Organic Search vs. Paid Search Results

Anatomy of a Search Result (Search Snippet)

What is On-page SEO (Content, Architecture, HTML)

What is Off-page SEO/Link Building (Social, Content-based, PR)

Keyword Research

Finding Seed Keywords: Mind Map for Keyword Research

Using Wikipedia, Forums for Keyword Research

Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map Keywords

Google Keyword Planner Tool

Search Engine Marketing [Google Ads]

Introduction to SEM – Fundamentals & Case Studies

Consumer Journey

What is SEM

What is Google AdWords

Why Google AdWords

Google Network

AdWords Terminologies

How Does the SEM Auction Work

Structure of an AdWords Account

Campaign Types – Introduction to Search, Display (including Videos)

Shopping and Mobile-specific campaign types, and when/why to use them

Creation of Search Network Campaign

Ad

Ad Formats

Ad Text Policies

Ad Text Best Practices

DKI

Ad Extensions

Keyword Research

Tools – Keyword Planner & Estimator

Keyword Match types

Keyword Strategies

Landing Page

Bidding and Budget

Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc

Creation of Google Display Network

GDN Targeting Options

Display Ad Formats

Ad Gallery Tool

Conversion Tracking

GDN Campaign Creation – Demo

Remarketing

Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing

Advanced Display: Smart Display Campaigns

Mobile Ad Campaigns

Universal App Campaigns

Mobile-Specific Bidding and Targeting Strategies

Measuring Mobile Ad Performance and Conversions Report Editor

Optimization Strategies

Account Audit Demo

Shopping Campaigns – Introduction

What are Google Shopping Ads /Product Listing Ads

Where do they appear on Google

What Shoppers on the internet do

What retailers need? – New Advertising technologies

Google Shopping set retailers up for success

Features of Google Shopping Why PLA’s  And the path to creating PLA Ads

Merchant Centre Steps

Create Shopping Campaign on Google AdWords

Track Performance and Optimize the Campaigns

YouTube Marketing – Introduction & Ad Formats

YouTube Ad Formats

YouTube Campaign Creation

YouTube Analytics

Video Campaign Optimization Tips

Social Media Marketing (SMM)

Getting Started with Social Media Marketing

Introduction to Social Media

Facebook Marketing

Creating Content for Facebook & Social Media

Why Content is the foundation of SMM

Psychology of Social Sharing

Building Content That is Inherently Shareable

Tools for Content Creation

Facebook Marketing

What is Facebook Marketing

Facebook Page Best Practices

KPIs to measure success

Facebook Insights

Facebook Business Manager

How does Facebook Advertising Work

Facebook Ad Campaign Objectives

Facebook Ad Targeting

Instagram & LinkedIn Marketing

Marketing on Instagram

Optimizing your Instagram business profile

Crafting an Instagram content strategy

Best Practices

Influencer Marketing on Instagram

Analytics & Measurement

Instagram Ads

LinkedIn as a Marketing Platform

LinkedIn for Personal Branding

Brand Marketing on LinkedIn

LinkedIn Company Pages

LinkedIn Advanced Search

LinkedIn Premium

LinkedIn Ads

Twitter and Snapchat Marketing

Twitter Marketing

Twitter Marketing for Brand Awareness

Twitter Ads

Twitter Analytics

Twitter Tools – Crowdfire, Tweriod, Hashtagify, Ritetag, TweetReach & TweetArchivist

Snapchat Marketing

Snapchat for business

Building a following

Driving Engagement

Analytics & Measurement

Pinterest Marketing & Creating a Successful Digital Marketing Strategy

Pinterest Marketing

Pinterest for business

Marketing on Pinterest

Best Practices

Leveraging Rich Pins

Analytics & Measurement

Social Media Marketing Tools

Hootsuite

Buffer

TweetDeck

Sprout Social

Crafting a Successful Social Media Strategy

10-step framework to crafting a successful Social Media strategy

Building Content That is Inherently Shareable

Creating Content for multiple platforms

Generating content ideas and building a plan

Effective Content Distribution

Evaluating Success

Email Marketing

Deliverability

Setting-up an Email Marketing Machine

ISPs, Hosting Facility and MTA

IP/DNS and Shared vs. Dedicated IPs

MX Record, Whitelisting, Response Handlers and Bounces

Effective Email Content

Conversation

Relevance

Incentives

Timing

Creative & Copy

Attributes

Customer Acquisition Strategies

Rented List Emails

Co-branded Emails

Third Party Email Newsletters

Viral Emails

Event Triggered Emails

House E-newsletters

Effective Creative Introducing

CRABS- Does your Emails have Crabs

Email Template Model

Best Practices

NLP Demonstrations (Neuro Linguistic Programming) to Understand Customers Better

Nurturing & Automation

Tools to Enhance Lead Nurturing

Enhance Better Reach

Analyze Behavior Patterns

Analytics

Automation and More

Resources to do situational analysis and progressive updates

Customer Personal Toolkit

Complete Email Marketing Worksheet

Content Editorial Calendar

Digital Marketing Strategy Toolkit

Email Contact Strategy Template

Email Campaign Calculator

Email Marketing Health Check

Structuring Digital Marketing Team

Web Resources to Improve Subject lines, HTML Codes, Spam Testers and Deliverability Issues

Email Automation
Introduction to Automation

What is Automation

How does it Work

What are the Benefits

Choosing an Automation Platform

Features & Functions Available

What are Workflows

How to Create a Workflow

Cost

Most Widely Used Platforms

Simple Automation Functions from MailChimp

Click to Reply Options – Demonstrated

Other Features Explained

Results – Demonstrated – Practical

Inbound Marketing

Attracting your potential customers into conversion funnel

Various Ways to Build Reach Through Digital Marketing

What are Engagement Magnets

How to Identify Right Set of Engagement Magnets for your Business

Effectiveness of Various Engagement Magnets

Digital Reach Building Strategy Through Inbound Interest Generation

Converting your prospects into leads using emails

What is Audience Aggregation

Benefits of Audience Aggregation

How to do Audience Aggregation Through Emails

Web Analytics

Introduction

What’s analysis

Is analysis worth the effort

Small businesses

Medium and Large scale businesses

Analysis vs Intuition

Introduction to Web Analytics

Advanced Facebook Marketing [in Association with Meta]

Introduction to Marketing
Start by understanding the importance of planning your business marketing strategy. This module covers finding your business’ USP, defining your audience and developing a strategy around marketing funnel

Facebook Pages and Post Best Practices
Learn how to connect with people by planning your Facebook Page and understanding how it is structured to make the maximum use of it

Facebook Ads – Campaign Objectives
For each Facebook Ad, you have multiple objectives to choose from. This module helps you build the right objectives based on each business objective

Advanced Digital Marketing Sessions

1. Introduction

2. The Customer

India demographics: overall market view

India on Digital – digital trends: internet users, male v/s female, age groups,

Devices, multi-screening,

3. Marketing Principles: AIDA, Purchase Cycle, Moments of Truth

4. Recap of Various Digital Channels: Digital POEM

5. Creating Digital Moments of Truth – AHA Moments

6. Digital Strategy: Branding v/s Acquisition. What would differ