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Digital Marketing Certified Associate Training (DMCA)

Course Summary

The Digital Marketing Certified Associate (DMCA) course is designed to help you master the essential disciplines in digital marketing, including search engine optimization (SEO), social media, pay-per-click (PPC), conversion optimization, web analytics, content marketing, email and mobile marketing. Digital marketing is one of the world’s fastest growing disciplines, and this certification will raise your value in the marketplace and prepare you for a career in digital marketing.


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    Course Syllabus


    Course preview

    Introduction

    DMCA Introduction 27:27

    1.1 Introduction 27:27

    Search Engine Optimization (SEO)

    Lesson 1 - Introduction to SEO 14:43

    1.1 Part 1 - Introduction to SEO 08:27

    1.2 Part 2 - A Model of Search Engines 06:16

    1.3 Quiz

    Lesson 2 - On-Page Optimization 17:44

    1.1 Introduction 00:15

    1.2 What's In It For Me 00:21

    1.3 Objectives 00:21

    1.4 Relevancy and Popularity 00:53

    1.5 Title Tags and META Descriptions 01:06

    1.6 Header Tags 00:38

    1.7 URLs and URL Structure 03:26

    1.8 Image Alt Text 00:41

    1.9 Internal Links 00:41

    1.10 Keyword Usage 01:00

    1.11 Sitemaps 00:52

    1.12 On-Page Don'ts 02:43

    1.13 Perfectly Optimized Page 04:03

    1.14 Key Takeaways 00:44

    1.15 Quiz

    Lesson 3 - Off-Site Optimization and Link Building 11:53

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:15

    1.3 Objectives 00:23

    1.4 Signals of Popularity 01:14

    1.5 Principles of Link Building 00:37

    1.6 Link - Worthy Content 01:00

    1.7 Off - site Engagement 00:56

    1.8 Offline Relationships 01:15

    1.9 Types of Links 01:29

    1.10 Rel=" nofollow" and Social Media 01:19

    1.11 Link Building Don'ts 02:19

    1.12 Key Takeaways 00:52

    1.13 Quiz

    Lesson 4 - Duplicate Content 06:24

    1.1 Introduction 00:12

    1.2 What's In It For Me 00:17

    1.3 Objectives 00:15

    1.4 What Is Duplicate Content 01:24

    1.5 Common Instances 01:23

    1.6 Fixing Duplicate Content 02:15

    1.7 Key Takeaways 00:38

    1.8 Quiz

    Lesson 5 - Keyword Research and Competitive Analysis 16:46

    1.1 Introduction 00:18

    1.2 What's In It For Me 00:20

    1.3 Objectives 00:20

    1.4 User Intent 02:07

    1.5 Not Provided 01:07

    1.6 Performing Keyword Research 02:16

    1.7 Two Types of Queries 01:17

    1.8 Short Tail: Pros and Cons 01:13

    1.9 Long Tail: Pros and Cons 01:02

    1.10 Competitive Analysis Overview 02:23

    1.11 Factors to Analyze 02:00

    1.12 B2B vs B2C 01:46

    1.13 Key Takeaways 00:37

    1.14 Quiz

    Lesson 6 - Design and Architecture 07:45

    1.1 Introduction 00:13

    1.2 What's In It For Me 00:18

    1.3 Objectives 00:24

    1.4 Design Best Practices 02:51

    1.5 Designing for Search Engines 02:45

    1.6 Importance of Design 00:32

    1.7 Key Takeaways 00:42

    1.8 Quiz

    Lesson 7 - Local SEO 08:53

    1.1 Introduction 00:11

    1.2 What's In It For Me 00:16

    1.3 Objectives 00:20

    1.4 Local SEO is Here 00:56

    1.5 NAP 01:56

    1.6 Directories 00:59

    1.7 Top Local Signals 03:37

    1.8 Key Takeaways 00:38

    1.9 Quiz

    Lesson 8 - SEO Measurement 05:58

    1.1 Introduction 00:13

    1.2 What's In It For Me 00:21

    1.3 Objectives 00:15

    1.4 Biggest SEO Misconception 03:26

    1.5 What to Measure 01:11

    1.6 Key Takeaways 00:32

    1.7 Quiz

    Lesson 9 - The Changing State of SEO 06:58

    1.1 Introduction 00:12

    1.2 What's In It For Me 00:30

    1.3 Objectives 00:15

    1.4 Constant Changes 01:07

    1.5 Google Panda Update 01:04

    1.6 Google Penguin Update 01:07

    1.7 Not Provided 01:23

    1.8 Still Powerful 00:57

    1.9 Key Takeaways 00:23

    1.10 Quiz

    Lesson 10 - Integrating SEO with Other Disciplines 06:00

    1.1 Introduction 00:13

    1.2 What's In It For Me 00:37

    1.3 Objectives 00:18

    1.4 Integrated Marketing 00:34

    1.5 User Experience Across Channels 01:05

    1.6 SEO and Content Marketing 01:07

    1.7 SEO and Analytics 00:42

    1.8 SEO and Mobile 00:44

    1.9 Key Takeaways 00:40

    1.10 Quiz

    SEO Foundations Quiz

    SEO Foundations Quiz

    Social Media

    Lesson 1 - Introduction to Social Media 43:26

    1.1 Part 1 - Understanding Social Media Strategy 23:55

    1.2 Part 2 - Building a Social Media Strategy 19:31

    1.3 Quiz

    Lesson 2 - Making the Message Stick and Spread 21:52

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:35

    1.3 Objectives 00:19

    1.4 Viral Potential 01:19

    1.5 Generating Buzz 01:09

    1.6 Four Commandments of Viral 01:37

    1.7 What Makes People Share 09:49

    1.8 Balancing Viral Impact 01:26

    1.9 Extreme Examples 01:03

    1.10 Balanced Example 01:18

    1.11 How to Fine-Tune your Campaign 02:28

    1.12 Key Takeaways 00:35

    1.13 Quiz

    Lesson 3 - Social Media Channels 57:38

    1.1 Part 1 - Social Media Channels Blogs 11:07

    1.2 Part 2 - Social Media Channels Microblogs 09:55

    1.3 Part 3 - Social Media Channels Social Networks 15:16

    1.4 Part 4 - Social Media Channels Media Sharing Sites 15:45

    1.5 Part 5 - Social Media Channels Social Review Sites 05:35

    1.6 Quiz

    Lesson 4 - Engaging With Influencers 23:32

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:32

    1.3 Objectives 00:23

    1.4 Goals with Influencers 00:53

    1.5 Who Are They 01:41

    1.6 What and Where They Share 05:21

    1.7 Hunting for Influencers 03:10

    1.8 New Way of Doing Things 01:54

    1.9 Keys to a Great Pitch 01:33

    1.10 Mapping Out Approaches 01:18

    1.11 Pitch Checklist 01:48

    1.12 About Evangelists 01:32

    1.13 About Influencers 01:41

    1.14 Focus on the Process 00:57

    1.15 Key Takeaways 00:35

    1.16 Quiz

    Lesson 5 - Listening and Reputation Management 15:17

    1.1 Introduction 00:31

    1.2 What's In It For Me 00:26

    1.3 Objectives 00:26

    1.4 Six Steps to Reputation Management 00:34

    1.5 Listen and Identify 01:21

    1.6 Research 00:57

    1.7 Communicate 01:19

    1.8 Resolve and Follow Up 05:45

    1.9 Responding to Situations 00:29

    1.10 Put What You Hear to Work 02:38

    1.11 Key Takeaways 00:51

    1.12 Quiz

    Lesson 6 - Social Media Measurement 13:11

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:31

    1.3 Objectives 00:24

    1.4 Which Conversations Matter 00:35

    1.5 Influencer Impact 02:08

    1.6 Engagement, Promotion, and Conversion 04:36

    1.7 Choosing the Right Metrics 01:52

    1.8 Learning from Mistakes 02:13

    1.9 Key Takeaways 00:38

    1.10 Quiz

    Lesson 7 - Integrating Social Media with Other Disciplines 09:15

    1.1 Introduction 00:18

    1.2 What's In It For Me 00:32

    1.3 Objectives 00:21

    1.4 SEO and Socia 02:10

    1.5 Mobile and Social 00:36

    1.6 Content Marketing and Social 02:33

    1.7 PPC and Social 00:44

    1.8 Conversion and Social 00:41

    1.9 Analytics and Social 00:50

    1.10 Key Takeaways 00:30

    1.11 Quiz

    Social Media Foundations Quiz

    Social Media Foundations Quiz

    Content Marketing

    Lesson 1 - Introduction to Content Marketing 18:31

    1.1 What is Content Marketing 00:40

    1.2 What's In It For Me 01:00

    1.3 Objectives 00:53

    1.4 Origins of Content Marketing 03:24

    1.5 Content Marketing—Definition 01:43

    1.6 Content Marketing Overlap 02:16

    1.7 Effective vs. Ineffective 04:23

    1.8 The No-strategy Penalty 01:30

    1.9 Key Takeaways 02:42

    1.10 Quiz

    Lesson 2 - Content Marketing Strategy 29:09

    1.1 Introduction 00:10

    1.2 What's In It For Me 00:37

    1.3 Objective 00:36

    1.4 You Need a Documented Strategy 00:52

    1.5 Start With Your Customers 02:20

    1.6 Your Brand's Story 02:57

    1.7 Channel Strategy 01:33

    1.8 Establish Listening Posts 01:39

    1.9 Measurement is a Must 01:49

    1.10 Questions Your Plan Must Answer 01:15

    1.11 Making the Playbook 01:04

    1.12 Overcoming Budget Issues 04:02

    1.13 Hindustan Unilever Case Study 05:08

    1.14 Key Takeaways 05:07

    1.15 Quiz

    Lesson 3 - Overseeing a Content Marketing Program 24:30

    1.1 Introduction 00:19

    1.2 What's In It For Me 00:26

    1.3 Objective 00:50

    1.4 Who Oversees Content Marketing 01:57

    1.5 Content Marketing and Social Media 02:18

    1.6 Content Marketing and SEO 01:58

    1.7 Roles In The Customer Journey 04:57

    1.8 The Engagement Model 02:15

    1.9 GE's influencer campaign Case Studies 07:59

    1.10 Key Takeaways 01:31

    1.11 Quiz

    Lesson 4 - Content Marketing Tactics 34:47

    1.1 Introduction 00:10

    1.2 What's In It For Me 00:29

    1.3 Objectives 00:17

    1.4 Overview 00:50

    1.5 In-Person Events 02:11

    1.6 eNewsletters 00:58

    1.7 Online Videos 03:07

    1.8 Case Studies 00:35

    1.9 Webinars and Webcasts 00:39

    1.10 Social Media (Except Blogs) 01:45

    1.11 Blogs 01:11

    1.12 Research Reports 01:54

    1.13 White Papers 00:31

    1.14 On-Site Articles 01:41

    1.15 eBooks 01:03

    1.16 Mobile Content 01:38

    1.17 Online Presentations 00:58

    1.18 Infographics 00:52

    1.19 Press Releases 01:52

    1.20 Putting It All Together 01:22

    1.21 Caterpillar's Built For It campaign Case Studies 08:58

    1.22 Key Takeaways 01:46

    1.23 Quiz

    Lesson 5 - Social Media Platforms 27:50

    1.1 Introduction 00:19

    1.2 What's In It For Me 00:25

    1.3 Objective 00:24

    1.4 Overview 00:44

    1.5 Facebook 01:59

    1.6 LinkedIn 02:24

    1.7 YouTube 02:38

    1.8 Twitter 01:21

    1.9 The Secret to Highly Shareable Content 01:06

    1.10 World Cup Example 05:30

    1.11 GoPro Case Studies 09:46

    1.12 Key Takeaways 01:14

    1.13 Quiz

    Lesson 6 - Measurement and Budget 26:56

    1.1 Introduction 00:10

    1.2 What's In It For Me 00:27

    1.3 Objectives 00:31

    1.4 Overcoming Hurdles 01:47

    1.5 B2C Goals and Metrics 02:07

    1.6 B2B Goals and Metrics 01:51

    1.7 Tying Outputs to Outcomes 01:16

    1.8 P and G Example 04:04

    1.9 Conclusion 01:09

    1.10 Piper Aircraft Case Study 12:11

    1.11 Key Takeaways 01:23

    1.12 Quiz

    Content Marketing Foundations Quiz

    Content Marketing Foundations Quiz

    Email Marketing

    Lesson 1 - Introduction to Email Marketing 14:53

    1.1 Part 1 - Introduction to Email 05:22

    1.2 Part 2 - Basic Terminology 09:31

    1.3 Quiz

    Lesson 2 - Spam 09:17

    1.1 Introduction 00:15

    1.2 What's In It For Me 00:19

    1.3 Objectives 00:26

    1.4 The Origins of Spam 01:23

    1.5 What is Spam 01:52

    1.6 Spam and the Law 01:15

    1.7 Canada's Express Consent Law 01:01

    1.8 Spam Filters 02:08

    1.9 Key Takeaways 00:38

    1.10 Quiz

    Lesson 3 - List building and List Management 11:21

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:26

    1.3 Objectives 00:17

    1.4 Your List 01:20

    1.5 Building Your List 01:28

    1.6 Rented Lists 01:21

    1.7 Compiled and Purchased Lists 01:15

    1.8 List Hygiene 01:44

    1.9 B2B List Case Studies 02:52

    1.10 Key Takeaways 00:24

    1.11 Quiz

    Lesson 4 - Elements of an Email 09:34

    1.1 Introduction 00:16

    1.2 What's In It For Me 00:14

    1.3 Objectives 00:17

    1.4 00:48

    1.5 Address or From Line 00:46

    1.6 Blink Test Subject Line 00:52

    1.7 Pre-header 00:54

    1.8 Images and Media 00:29

    1.9 Clickable Links 00:48

    1.10 Email and Web Clients 00:38

    1.11 Planning for the 01:27

    1.12 Email Elements Case Studies 01:37

    1.13 Key Takeaways 00:28

    1.14 Quiz

    Lesson 5 - The Process of Measuring Email 07:11

    1.1 Introduction 00:28

    1.2 What's In It For Me 00:24

    1.3 Objectives 00:22

    1.4 Email Measurement Funnel 01:39

    1.5 Measure Different Email Types 00:51

    1.6 Measure By Purpose 00:58

    1.7 Measure By Campaign 00:35

    1.8 Measure Landing Page Effectiveness 00:32

    1.9 Compare All Channels 00:51

    1.10 Key Takeaways 00:31

    1.11 Quiz

    Lesson 6 - Marketing Automation 23:36

    1.1 Part 1 - Introduction to Marketing Automation 07:04

    1.2 Part 2 - Introduction to Autoresponders 07:25

    1.3 Part 3 - Conversation Marketing and CRMs 09:07

    1.4 Quiz

    Lesson 7 - Integrating Email with other disciplines 04:38

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:30

    1.3 Objectives 00:16

    1.4 Email and Content Marketing 00:43

    1.5 Email and Conversion Optimization 01:41

    1.6 Email and Analytics 00:45

    1.7 Key Takeaways 00:29

    1.8 Quiz

    Email Marketing Foundations Quiz

    Email Marketing Foundations Quiz

    Mobile Marketing

    Lesson 1 - Introduction to Mobile Marketing 15:11

    1.1 Introduction 00:31

    1.2 What's In It For Me 00:45

    1.3 Objectives 00:22

    1.4 What is Mobile Marketing 01:52

    1.5 The Cost of Forsaking Mobile 01:43

    1.6 Marketing vs. Advertising 01:02

    1.7 Who Needs Mobile Marketing 00:47

    1.8 Mobiles Role in the Marketing Mix 02:55

    1.9 Mobile and Other Advertising 00:39

    1.10 Mobile and Television 01:16

    1.11 Mobile and Other Digital Channels 02:39

    1.12 Key Takeaways 00:40

    1.13 Quiz

    Lesson 2 - Mobile Products and Services 26:16

    1.1 Introduction 00:20

    1.2 What's In It For Me 00:28

    1.3 Objectives 00:23

    1.4 List of Products and Services 00:48

    1.5 SMS or Text Messaging 02:54

    1.6 SMS Example 02:57

    1.7 MMS or Multimedia Messaging Service 01:35

    1.8 Location - Based Products 01:26

    1.9 Location Technologies 03:27

    1.10 The Mobile Web 01:43

    1.11 Apps 04:18

    1.12 B2B Case Study Increasing Collaboration and Productivity 01:34

    1.13 B2C Case Studies 03:49

    1.14 Key Takeaways 00:34

    1.15 Quiz

    Lesson 3 - Incentives and Loyalty Programs 16:16

    1.1 Introduction 00:15

    1.2 What's In It For Me 00:37

    1.3 Objectives 00:19

    1.4 Consumers Want Offers 01:42

    1.5 Mobile Incentives 01:20

    1.6 How Do Mobile Incentives Work 01:43

    1.7 Mobile Loyalty Programs 04:36

    1.8 Mobile Coupons 01:36

    1.9 Mobile Promotions 01:31

    1.10 B2C Case Studies 02:08

    1.11 Key Takeaways 00:29

    1.12 Quiz

    Lesson 4 - Location Opportunities 17:55

    1.1 Introduction 00:16

    1.2 What's In It For Me 00:41

    1.3 Objectives 00:28

    1.4 Location Opportunities of Mobile Marketing 02:27

    1.5 Mobile and Local SEO 01:07

    1.6 Location - Based Services 02:40

    1.7 Location - Based Incentives 01:21

    1.8 Beacons 05:09

    1.9 B2C Case Studies 03:14

    1.10 Key Takeaways 00:32

    1.11 Quiz

    Lesson 5 - Mobile Advertising 17:43

    1.1 Introduction 00:33

    1.2 What's In It For Me 00:28

    1.3 Objectives 00:18

    1.4 Defining Mobile Advertising 01:27

    1.5 Impact of Mobile Advertising 01:58

    1.6 Ad Types Delivery 02:22

    1.7 Mobile Ad Placement 02:14

    1.8 Ad Examples 01:46

    1.9 Successful Mobile Ads 02:33

    1.10 Analyzing Mobile Ad Data 02:12

    1.11 B2C Case Studies 01:16

    1.12 Key Takeaways 00:36

    1.13 Quiz

    Lesson 6 - Communicating with Mobile Audiences 18:34

    1.1 Introduction 00:30

    1.2 What's In It For Me 00:37

    1.3 Objectives 00:20

    1.4 User Behaviors and Interests 02:48

    1.5 Mobile is Ubiquitous 03:01

    1.6 Mobile Use Cases 01:02

    1.7 Budget Insights from Coca Cola 00:48

    1.8 Activity Across Devices 02:47

    1.9 B2B Case Study Catering to The Business Pro 03:17

    1.10 B2B Case Study Opportunity to Develop Custom - Apps for Business 02:06

    1.11 B2C Case Studies 00:43

    1.12 Key Takeaways 00:35

    1.13 Quiz

    Lesson 7 - Rules and Regulations 10:58

    1.1 Introduction 00:43

    1.2 What's In It For Me 00:38

    1.3 Objectives 00:19

    1.4 Misconceptions of Mobile 02:10

    1.5 Brand Messaging Permissions 01:04

    1.6 Code of Conduct 01:14

    1.7 Spam Laws 02:32

    1.8 Complying with the Rules 01:43

    1.9 Key Takeaways 00:35

    1.10 Quiz

    Lesson 8 - Mobile Measurement 08:36

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:36

    1.3 Objectives 00:19

    1.4 Mobile Measurement Is Imperfect 01:03

    1.5 What Can We Track 02:22

    1.6 Inhibitors to Measurement 03:28

    1.7 Key Takeaways 00:34

    1.8 Quiz

    Lesson 9 - Integrating Mobile and Other Disciplines 15:28

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:37

    1.3 Objectives 00:25

    1.4 Mobile and Social Media 01:30

    1.5 Mobile and Content Marketing 01:57

    1.6 Mobile and Email 01:54

    1.7 Mobile and SEO 00:53

    1.8 Mobile and PPC 00:52

    1.9 Mobile and Analytics 01:19

    1.10 B2B Case Study Specialized Apps for Even More Productivity 02:30

    1.11 B2B Case Study Apps to Be More Connected 00:59

    1.12 B2C Case Studies 01:46

    1.13 Key Takeaways 00:32

    1.14 Quiz

    Mobile Marketing Foundations Quiz

    Mobile Marketing Foundations Quiz

    Pay Per Click (PPC)

    Lesson 1 - Introduction to PPC 27:02

    1.1 Part 1 - Introduction to PPC 13:25

    1.2 Part 2 - Psychology of Search 13:37

    1.3 Quiz

    Lesson 2 - Account Hierarchy 06:49

    1.1 Introduction 00:19

    1.2 What's In It For Me 00:32

    1.3 Objectives 00:16

    1.4 Account Hierarchy Overview 01:06

    1.5 Account Settings 01:10

    1.6 Campaign Settings 01:11

    1.7 Ad Group Settings 01:19

    1.8 Key Takeaways 00:56

    1.9 Quiz

    Lesson 3 - The Buying Funnel 35:47

    1.1 Part 1 - The Buying Funnel Part 1 Funnel Structure 18:11

    1.2 Part 2 - The Buying Funnel Part 2 Examples Tips 17:36

    1.3 Quiz

    Lesson 4 - The PPC Auction 19:27

    1.1 Introduction 00:13

    1.2 What's In It For Me 00:28

    1.3 Objectives 00:21

    1.4 Paid Search Auction Basics 01:23

    1.5 Ad Positions 01:53

    1.6 Ad Rank 02:23

    1.7 Introduction to Quality Score 01:19

    1.8 Quality Score in Flux 01:10

    1.9 Why Ad Rank 02:07

    1. 10 Quality Score is Not a KPI 02:15

    1.11 Conversion Tracking 04:33

    1.12 key Takeaways 01:22

    1.13 Quiz

    Lesson 5 - PPC Targeting Options 12:30

    1.1 Introduction 00:14

    1.2 What's In It For Me 00:28

    1.3 Objectives 00:24

    1.4 Hierarchy Review 00:46

    1.5 Search and Display Networks 00:38

    1.6 Location Targeting 02:26

    1.7 Device Targeting 00:30

    1.8 Time Frames 01:40

    1.9 Placement Targeting 00:53

    1.10 Contextual Targeting 00:27

    1.11 Interest Targeting 00:36

    1.12 Remarketing 00:26

    1.13 Audience Targeting in Search 01:16

    1.14 Key Takeaways 01:46

    1.15 Quiz

    Lesson 6 - Introducing Keywords 27:06

    1.1 Introduction 00:16

    1.2 What's In It For Me 00:30

    1.3 Objectives 00:21

    1.4 Necessary Jargon 00:31

    1.5 Search Intent 03:59

    1.6 Search Sessions 01:01

    1.7 Types of Keywords 02:00

    1.8 Types of Keywords:Who,What,Why,and How 01:01

    1.9 Think About the Searcher 00:38


Course Fee:
USD 999

Course Type:

Self-Study

Course Status:

Active

Workload:

1 - 4 hours / week

This course is listed under Development & Implementations , Digital Media & Games and E-Commerce Community

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