Digital Marketing

Welcome! We're so glad you're here. Join us in learning a bit more about what to expect and ways to succeed.

You are starting a challenging but rewarding journey! Take 5 minutes to read how to get help with projects and content.

We provide a framework to help you make the right decisions in a digital marketing environment.

The journey begins with understanding the “what” you are marketing. Learn how to articulate a business model in a concise targeted way.

Get to know this customer through empathy maps and hone in on your target by developing a user persona. Learn the different stages of the customer journey.

There are many different ways to reach your customer at different stages in their journey, with an increasing number of marketing channels from which to choose.

Setting marketing objectives and measuring your progress toward them with Key Performance Indicators is a crucial step of the planning process.

A marketer has a message and that message has to be communicated through great content. In this lesson, you learn how to plan and organize your content.

We describe what it’s like to be a Digital Marketer and what skills recruiters look for in the recruiting process.

This lesson will introduce you to the course, the prerequisites needed to be successful, and provide a preview of the project.

This lesson provides an overview of the types of data used in digital marketing and how data can shape business strategies.

In this lesson, you will learn how to track data along with the role that AB testing plays in digital marketing and how it can be used in conjunction with attribution models.

Google Analytics is a very powerful platform that can help you to understand and track how users interact with your website.

In this lesson, you will learn how to assess where your users came from in the first place, or, through which marketing channel you acquired them and how to understand your marketing channels.

This lesson focuses on the various technologies used in digital marketing, including platforms and tools for eCommerce.

In this lesson, you will learn about newly emerging marketing trends and technologies, and look at how agile marketing principles can be used in digital marketing.

Congratulations on completing Marketing Fundamentals and Marketing Data and Technology!

Summaries of the elective courses.

Social media is a major component of any marketing strategy. Find out how this course can help you navigate this vital , and ever-changing world.

First, it’s important to understand the social media landscape. Plan your approach with the help of two popular frameworks and align your strategy with the customer journey.

In this lesson, you learn how to develop or adapt content for social media, how to make your content match the platform you choose, and how to create content that audiences will share.

Discover how social media advertising works and dive into the current landscape.

Facebook is a powerful social media platform with a massive audience worldwide. Gain hands on experience by setting up your Facebook advertising account and explore campaign objectives.

You're now ready to run an ad on Facebook. Merge campaign objectives, audience targeting, the elements of an ad, and analyze its performance.

Learn what Search Engine Optimization (SEO) entails, where SEO belongs in the customer journey, and how search engines work.

Learn the techniques that marketers use to make their sites as friendly as possible to search engines, including how to build and fine-tune your list of keywords.

Find out how to use the elements of a site -- including source code, tags, URL structures and site navigation -- to build your onsite SEO.

Understand the principles of SEO further by using offsite optimization tactics, including link-building, a powerful SEO technique that you'll learn to use in your own campaign.

Learn how to conduct both a content and technical SEO audit, and how to avoid bad SEO practices.

Learn the basics of Search Engine Marketing and how Google Ads campaigns are organized.

You'll learn approaches and tools to developing your keyword lists and understand the power of long tail keywords and how search queries and keywords are

You will learn about the different elements of effective text ads, ad extensions, and best practices and the most common mistakes when writing text ads.

Learn how bidding works, how Google decides which ads to place, when, and how to calculate the maximum you should bid per click.

In this lesson, we will discuss the KPIs that you should monitor and optimize when running a Google Ads campaign.

In this introductory overview on the course, you'll meet your instructor, and discuss more about what you'll learn, the project, and what tools you'll use.

In this lesson on Audience Fundamentals, we will introduce you to key concepts and fundamentals for reaching audiences in digital advertising.

In this lesson on Multichannel Ad Formats, we will review the different types of ads that advertisers can create to engage audiences who are consuming digital content across a variety of devices.

In this lesson on programmatic ad technology, we will explore how the use of automated technology enables advertisers to buy and measure digital ads delivered across publishers.

In this lesson on campaign planning, Walkthrough a framework for planning an effective campaign and introduce you to display and video advertising through the Google Display Network and Youtube.

In the final lesson on Campaign Management, we will show you how to efficiently create your campaigns and deliver successful outcomes for your advertising goal using Google Ads' self-service features.

An overview of the kind of jobs you can find in Display Advertising.

In this introductory lesson, we'll learn what we're going to cover in this course, more about the history of email marketing, and when to use email marketing.

Learn how to build a subscriber list with contact forms and explore the double opt-in process. Unopened emails are a missed opportunity. In this lesson, you learn how to write subject lines, pre-headers, calls to action, and effective email copy.

Unopened emails are a missed opportunity. In this lesson, you learn how to write subject lines, pre-headers, calls to action, and effective email copy.

An email plan is necessary for developing a successful email marketing strategy. Learn how to create an email calendar and plan different types of email campaigns, like transactional and drip campaigns.

Email marketing is never done. In this lesson, you learn how to analyze the results of your email campaign, how to use A/B testing to improve your content, and how to use segmentation to better target specific subscribers.

Learn more about the different careers in the field of Email Marketing.

Congratulations on your graduation from this program! Please join us in celebrating your accomplishments.