Layers of investment – assets, maintenance, enhancers | Digital

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Digital Marketing Strategy Program

Guidelines for participants

Virtual Classroom Details & Class Timings
Recommended list of 31 Books by your instructor

Welcome to DMU - Digital Marketing University

Digital marketing university (DMU) Introduction (6:52)
Bottom line: It’s not magic. It’s just the right learning process (0:53)
Digital then and Digital Now (1:58)
Erik Qualman - Socialnomics 2019
Digital Marketing Statistics - India
People, websites to follow (3:05)
More about trends

Mindset - Attitude

Great Attitude helps you grow - Why some people teach you? (5:43)
Why marketers fail?
Humility - Attribute that makes you level 5 (4:03)
What is Trust? Why should someone trust you? (4:52)
Problem Solving - Fall in love with problems (4:30)
Multitasking - Is it even possible (4:52)
Think Win Win - Big lesson for marketing (2:04)
You can't Work in Silos (5:22)
Valley of Death in Business & Professional Life (3:06)
Growth - How Facebook did its marketing, Alex Schultz VP Facebook
Books to read - 31+ books selected by your Trainer (3:05)
Move fast and talk fast (1:33)

Fundamentals - Marketing, Business, Marcom etc

Neil Patel: School of thoughts, learn differently (1:14)
Let's get into the basics of product, competition & pricing
Job to be done
When marketing is strategy? (4:06)
5 Steps to a Powerful Digital Marketing Strategy
In The Digital World Connect Rules Over Content
The significance of communication in marketing
Understanding the power of digital (3:13)
Customer Acquisition Funnel (3:59)
Elements of Value

Module 1 - Introduction to our digital marketing strategy & planning journey

Module 1 - Introduction (117:36)
What does digital marketing strategy mean? (3:31)
20 DM Strategy Components - Alice where you want to go? (4:06)
Train your digital assets as you train your sales team (3:13)
Meeting needs profitably is marketing, the fin equation (5:47)
Marketing 3.0 - Why part of business - critical for success
Remarkable - How to spread your ideas
Case Video to Watch
Reading Material & Quiz
Module 1 - Project/Assignment

Module 2 - It all starts with knowing how to put goals, budgets and KPI – A very detailed session with examples

Module 2 - Lecture Video (128:30)
Evaluating marketing feasibility (3:15)
OKR - how google sets it goals
Understand where to invest and in what proportion (2:44)
How to simplify the digital objectives (4:01)

Module 3 - Strategy As Per Goals – Selecting TG, Selecting channels (POEM, 4 Markets)

Module 3 - Lecture Video (115:14)
Do you know your customers? Buying cycle and triggers (5:03)
Pre-Module Reading Material & Videos - TG & Segmentation (3:40)
Segment inside out or outside in, that’s why budget doesn’t matter for digital (3:04)
Segmentation - quick note on how to do it right (2:43)
Different types of digital markets (2:43)
Types of consumption within channels (2:43)
POEM Strategy
Caselet - How marketing helped Donald Trump win the 2016 election
Role of digital throughout the customer buying cycle (4:10)

Module 4 - Strategy As Per Goals, TG, Channels – How to get the messaging right

Module 4 - Lecture Video (123:10)
How to set goals - introduction (3:59)
How to set the right goals – Front view and rear view (2:39)
4 Levels of goals – Business Level, Asset Level, Channel levels and task levels (2:56)
Pre-Module Reading Material
Emotion & Decision Making
Types of Advertising Appeals Most Commonly Used by Brands
How to created ads (10:00)

Module 5: SEO - Concepts & Practical

SEO - Session Recording - 1st June 2020 Class - Avik Bal (150:22)
Set-up Google Search Console Account [Video Tutorial]
On-Page SEO for a Wordpress based website [ VIDEO TUTORIAL ]
Set-up Google My Business Account
SEO On-Page Guide and Check List
How to Use Google Keyword Planner
Free SEO Analysis Tools
Local SEO Strategy Checklist
Technichal SEO Checklist
SEO Strategy for 2019
Content Strategy
Keyword Strategy
E-Commerce Site Optimization Checklist
Google Penalty Recovery
Key Google Analytics Report for SEO
Things you Can Do with Google Analytics
Fixing Crawl Errors
Set-up Google Analytics Account

5.2. Google Ads Basic

01. Google Ads - Basic
02. Google Ads Account Setup
03) Google Ads - Manage Your Payment Methods
04) Google Ads - Payment Settings
Google Ads Session 03 June 2020 (152:44)

Module 5.3. Google Ads - Search Campaign

01. About The Google Search Network
02. Get Started With Google Ads : What Are Search Ads
03. How Google Search Results Differ From Ads
04. About Ad Position and Ad Rank
05) Get Your Ads Above Google Search Results
06) New Lecture About Local Search Ads
07) Things You Should Know About Ads Quality
08) Create Successful Search Campaigns
09) Pick The Right Keywords
10) Keyword Macth Type
11) Keywords Efficiency
12) Write Great Text Ads
Right Mode of Ads (4:45)
Purpose Of Landing page (7:35)
Landing Page Details (5:56)
Advertisers and Publishers - Win Win (5:55)
Ads Duopoly - What all should I master (2:11)
Keyword analysis tool (10:00)
Google ads audit (1:15)
13) Case Study 1 : People Search Behavior
14) Case Study 2 : People Search Behavior

Module 6 - Channel Detail Strategy – Social, Profile & Content/Context, Marketplace (overview)

6 key pillars of the internet (4:03)
6 types of content consumption (2:43)
Social Media - how does it engage your audience? (3:39)
Why Hygiene, how much to invest in digital? (4:44)
Understanding Paid Channels (8:33)
Social Media Engagement (6:56)

6.1 Social Media Marketing

Understanding the basics
Social Media Best Practices
Understanding different channels and behaviour (Overview)
Ad account setup
Tracking Setup
Facebook - Understanding Business Manager
Facebook Ad Account Structure
Twitter - Ad Groups
Session Recording - Social media Marketing - 10 June 2020 (130:58)

Module 7 - Channel Detail Strategy (Regular improvement) – CRO, UX & Other channels

Marketing Communication Elements for Web - Session Recording
Understanding Digital Assets (5:07)
How to get the website right based on the business objectives? (10:00)
The basics of UI, UX and communications for your asset (8:50)
Digital Marketing Strategy - 6 stacks to look at (1:02)

Module 9 - Strategy As Per Goals, TG, Channels - Investment of assets, how to get assets right Practical: Build proper strategy for your project now.

Digital Transformation Video 2019
Why videos go viral | Kevin Allocca
Phase of business & building digital assets (2:57)
Understanding Assets - mobile, web, marketplaces, social (5:07)
Layers of investment – assets, maintenance, enhancers (6:30)
UI, UX and the importance of CMS (8:50)
The Internet: HTTP & HTML (4:43)
Ins and outs of how the Domain Name System works
HTTP, HTTPS, SSL / TLS Explained
What is FTP, or File Transfer Protocol?
Asset audit and recommendations (1:47)
CTA - How it has evolved and how it can be leveraged today (4:09)
UI, UX and importance of CMS (8:50)
Media Buying (4:33)
Module 9 - Project/Assignment
Mobile App , Mobile Web & more - Mobile marketing (3:04)

MODULE 12 - Case discussions, Q&A, readings and more (Other topics of interest)

Digital Marketing Campaigns
Session 12 - Planing a Digital Marketing - Session Recording - 22 June Campaign

Bonus Module: Basic Design Skills to get you started

What is design?
Why do we need design?
How design impact us?
Types of design
Graphic design
Types of Graphic design
User interface graphic design
Difference Among UI, UX and graphic design
How to create layout?
Design tools
Basic photoshop tutorials
Basic Illustrator tutorials
Basic premiere pro tutorials
Ads Creative & Free Images
Visual Design for Marketing - Session Recording

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Layers of investment – assets, maintenance, enhancers

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