Digital Marketing Fundamentals OMCP's Official Guide to OMCA Certification
"Prepare for the OMCP certification exam and expand your digital marketing skillset Courses relying on the OMCP Digital Marketing Certification standards attract over 70,000 students at 900 universities around the world each year. This challenging curriculum requires strong command of content m...
| Otros Autores: | , , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
[2023]
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| Edición: | First Edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009724838006719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright Page
- Contents
- Foreword
- Introduction
- Who Should Read This Book?
- Why Get a Digital Marketing Certification?
- What Are the Benefits of OMCA Certification?
- Chapter 1 Digital Marketing Strategy
- There Is No "One-Size-Fits-All" Way to Build an Audience
- Kraft Heinz: Isn't Anyone Going to Help That Poor Brand?
- Apply What You Just Learned
- Strategy Without Tactics Is the Slowest Route to Victory
- Nostalgia Marketing and What We Can Learn From John Lewis Ads
- Apply What You Just Learned
- Tactics Without Strategy Is the Noise Before Defeat
- How Is Marketing Going to Help Deliver on Your Business Strategy?
- Are You Adequately Aligned and Capable of Succeeding in this Market?
- Who Are Your Customers and What Are Their Needs and Expectations?
- Why Should Anyone Care or Take Notice? What Unique Value Are You Providing?
- How Does Your Market Break Down into Groups, and Which Will You Go After?
- How Will You Convey Your Product/Service and How Might That Differ by Individual Customer or Segment?
- What Is the Customer Journey, How Will You Understand and Improve It, and How Will You Support That with Content?
- How Will You Be Found in the Places Your Customers Are?
- How Will You Actively Get Your Message in Front of the Right People?
- What Data Do You Need to Support Your Marketing? How Do You Measure and Optimize Performance?
- Why Do You Still Need to Add a Dash of Marketing Imagination?
- Chapter 2 Digital Marketing Analytics
- My Analytics Journey
- Analytics Start with Goals
- Where Do the Data Come From?
- Gathering the Data
- What Data Does Analytics Script Collect?
- How Accurate Are the Data?
- Accuracy in Attribution
- Additional Data Sources and Tracking
- Navigating Data: Concepts and Terminology
- The ABCs of Analytics
- Segmentation Is the Key.
- KPIs and Metrics
- Analytics in Context
- Stage 1: Impressions
- Stage 2: Engagement
- Stage 3: The Click
- Stage 4: Conversion
- Stage 5: Nurture
- The Final Stage: Customer Lifetime Value or Lifetime Customer Value
- Chapter 3 Digital Advertising
- The Nuts and Bolts of PPC Advertising
- Account Hierarchy
- Account Settings: Access and Billing
- Campaign Settings: Define Your Targets
- Ad Groups: A Collection of Keywords and Ads
- Bidding: How Much Do You Want to Pay for a Click?
- Conversions: Determining the Value of Your Clicks
- Targeting Beyond Search
- How PPC Fits into Your Company
- Digital Advertising Strategy and Planning
- Setting and Managing Goals
- Conversion Tracking
- Bidding Methods
- Researching and Creating Ad Groups
- Creating Compelling Ads
- PPC Targeting Options
- Creating Your First PPC Account
- PPC Analysis and Reporting
- Monitoring Your Data
- Testing Ads and Landing Pages
- Reporting
- Predefined Reports
- Summary
- Chapter 4 Search Engine Optimization
- Defining Search Engine Optimization
- The Value of SEO
- How Search Engines Work
- SEO Is Not an Exact Science
- SEO's Three Primary Areas
- Keyword Research: How Do You Describe a Need?
- The Importance of Keyword Research
- Researching Keywords
- Implementing Keywords into On-Page Optimization
- Building Credibility with Links
- Links Replicate Human Judgement
- Gaining Links Is About Quality, not Quantity
- Link Structure
- Link Attributes
- Building Links
- Website Architecture and Technical SEO
- Architecture
- Duplicate Content
- Canonical URLs
- Redirects
- Robots.txt
- Sitemaps
- Speed (Load Time)
- Hreflang Attribute
- Search Engine Algorithms
- Major Algorithm Updates
- How to Handle Updates
- Measuring SEO Results
- The Problem with Measuring Rankings
- Analytics Is the Objective Measurement.
- Chapter 5 Content Marketing
- Content Marketing Context
- What Is Content Marketing?
- What Are the Benefits of Content Marketing?
- How Does Content Marketing Relate to SEO and Social Media?
- How Is Content Marketing Different from SEO and Social Media?
- What Is the Concept of Content Value?
- What Is the Concept of Content Relevancy?
- What Is the Concept of Content Engagement?
- What Is the Concept of Content Shareability?
- Why Is Video Content Important?
- Organizational Structure
- Content Marketing Strategy and Planning
- Content Marketing Planning
- Increase Time Spent Talking with Customers
- Revisit Customer/Buyer Personas
- Reexamine the Customer Journey
- What Is a Content Marketing Matrix and Do We Need One?
- Change the Targeting/Messaging Strategy
- Change the Distribution Strategy
- Content Marketing Channel Management and Promotion
- Adjust the Editorial Calendar
- Put More Resources Toward Social Media/Online Communities
- Change the Website
- Change the Products/Services
- Content Marketing Measurement and Control
- Adjust the KPIs
- Change the Content Marketing Metrics
- Chapter 6 Social Media Marketing
- Welcome to the Endless Coffee Cup Podcast
- Social Media Context
- Term "Social Media" Coined in 2004
- Key Definitions and Framework
- Social Media Marketing Today
- Areas Associated with Social Media Marketing Today
- Content Marketing
- Reputation Management
- Disinformation
- Monitoring/Participating in Conversations
- Influencer Marketing
- Digital Advertising
- Social Media Marketing and Organizational Structure
- Social Media Marketing Strategy and Planning
- How Social Media Impacts Business Goals
- Value of Influencers
- Social Media Channel Management
- Early Social Media Channels
- Social Networks
- Video Sharing
- Microblogging
- Photo Sharing
- Blogs.
- Platform Convergence
- Top Social Media Channels Today
- YouTube
- TikTok
- Cross-Platform Content Strategies
- Launching a New Product Across Multiple Platforms
- Engaging a Target Audience Across Multiple Platforms
- Using Social Commerce to Sell Products Across Multiple Platforms
- Reputation Management Practices
- Social Media Advertising
- Decline of Organic Reach
- Creating and Targeting Social Media Ads
- Targeting by Intent, not Demographics
- Social Media Measurement and Control
- Avoiding Vanity Metrics
- Measuring Brand Lift and Engaged-View Conversions
- Measuring Conversation, Amplification, and Applause Rates
- Comparing the Economic Value of All Your Social Media Accounts
- Social Media Reporting
- Selecting KPIs Tied to Your Business Objectives
- Using "Action Dashboard" Versus "Crappy Dashboard"
- Reporting
- Chapter 7 Conversion Optimization
- Build It and They Will Come
- Easy Conversion Guidelines
- Don't Design for Yourself
- Study User Behavior
- Determine Who Performs Conversion Optimization
- Persuasive Design for Conversion
- Instant Feedback
- Being Responsive Is About Meeting Expectations
- Desirability, Momentum, and Conversions
- Avoid High Bounce Rates
- Conversion Optimization Strategy and Planning
- Awareness, Interest, Desire, Action
- Advocating for Your Website Visitors
- Understanding Customer Intent
- Creating User Personas
- Designing the Landing Page
- What Makes a Great Landing Page?
- Creating Calls to Action
- Design Considerations
- Copywriting for Conversions
- Writing for Screen Readers
- Ableisms
- Lessons Learned
- Conducting UX Audits
- Conversion Opportunities and Considerations
- Chapter 8 Mobile Marketing
- Components of Mobile Marketing
- Mobile Devices
- Mobile Operating Systems.
- Mobile Connectivity
- Mobile Marketing Communication
- Mobile Marketing Assets
- Rules and Regulations
- Reaching Mobile Users
- Mobile Marketing Strategy and Planning
- Marketing on Mobile Websites
- Core Mobile Products and Services
- Incentives and Loyalty Programs
- Location-Based Services
- Mobile Marketing Channel Management
- Mobile and Other Marketing Channels
- Mobile Search
- Mobile Advertising
- Understanding Your Mobile Advertising Options
- Google AdWords Pay-per-Click
- Website Banners and Google AdSense
- Video and YouTube Ads
- Social Media Ads
- In-App Ads
- On-Site App Ads
- Choosing Your Mobile Ad Strategy
- Website Only
- App Only
- Website and App
- Mobile Marketing Measurement and Control
- Mobile Marketing Analytics
- Interpreting Your Analytics
- Chapter 9 Email Marketing
- Guiding Principles
- Every Email Is a Wanted Email
- We Are Lawful and Responsible
- We Earn Our High Deliverability
- Establishing Campaign Goals
- Email Metrics and Reporting
- Where Email Marketing Fits
- Email Marketing Work Within Organizations
- Tools for Email Marketing
- Stay Up to Date on What's Possible
- Growing Your Email List
- Building a New Email Marketing List
- Attracting or Repelling Subscribers
- The Data You Collect
- Personalization
- Too Much Personalization
- Segmentation
- List Hygiene
- Avoid Auto-Subscribe
- Scale Down Inactive Subscribers
- Clean Out Poison Addresses
- Deliverability
- Creating Email Content Designed to Persuade and Get to the Inbox
- Format for Email Clients
- Domain and Server Reputation
- Warm Up New Servers
- Compliance with Regulations
- How the History of Email and Spam Affects Your Campaigns Today
- How Spammers and Bad Actors Work and How to Avoid Looking Like Them
- Government Rules and Regulations.
- Other Regulations That Overlap with and Affect Email Marketing.
