Online Marketing: Online Marketing Fundamentals

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Online Marketing: Online Marketing Fundamentals

Title: Online Marketing: Online Marketing Fundamentals Course material - knowledge required - for certification Copyright ? 2018 eMarketing Institute Web: Contact us eMarketing Institute c/o Web Media ApS Tove Ma?s Vej 7, . DK-2500 Valby, Copenhagen Denmark VAT ID: DK 3531871301 Email: support@

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1. The Basics of Internet Marketing...................................................................11

Introduction ............................................................................................................................. 11 What is internet marketing? .................................................................................................... 12 Types of online marketing........................................................................................................ 14 Online marketing trends .......................................................................................................... 18 Summary .................................................................................................................................. 20

2. Web Analytics ...............................................................................................23

Introduction ............................................................................................................................. 23 What is web analytics?............................................................................................................. 23

Off-site web analytics .................................................................................................................... 24 On-site web analytics..................................................................................................................... 24 Reasons for using web analytics .................................................................................................... 25 Various subtopics of web analytics: methods of measuring web traffic ................................. 26 Basic Metrics .................................................................................................................................. 26 Using log files ................................................................................................................................. 28 Page tagging................................................................................................................................... 29 Determining geographical location................................................................................................ 30 Click analytics ................................................................................................................................. 30 Google Analytics ............................................................................................................................ 31 Summary .................................................................................................................................. 32

3. The Basics of Conversion Optimization..........................................................35

Introduction ............................................................................................................................. 35 What is conversion optimization? ........................................................................................... 35 What conversion optimization is not ....................................................................................... 37 Some important terms to remember ...................................................................................... 38 Calculating conversion rate optimization ................................................................................ 41 Elements of the CRO process ................................................................................................... 42

The numbers .................................................................................................................................. 43 3

Making sense of the CRO ......................................................................................................... 43 The ideal CRO................................................................................................................................. 44

Metrics to help you understand CRO....................................................................................... 45 Summary .................................................................................................................................. 46

4. The Basics of Search Engine Marketing..........................................................49

Introduction ............................................................................................................................. 49 What is Search Engine Marketing (SEM)?................................................................................ 49

The definition................................................................................................................................. 50 Advantages of SEM ........................................................................................................................ 50 Internet marketing: search engine marketing ......................................................................... 51 Paid methods ........................................................................................................................... 54 Pay-per-click advertising (PPC) ...................................................................................................... 54 Cost-per-thousand impressions (CPM) .......................................................................................... 54 Ad formats ..................................................................................................................................... 55 The position of search engine marketing today ...................................................................... 55 Search engine optimization and search engine marketing ..................................................... 57 The importance of SEM ................................................................................................................. 57 Summary .................................................................................................................................. 58

5. The Basics of Social Media Marketing ...........................................................61

Introduction ............................................................................................................................. 61 What is Social Media Marketing (SMM)? ................................................................................ 62 Social media platforms............................................................................................................. 63

Facebook ........................................................................................................................................ 63 Twitter............................................................................................................................................ 64 Google+ .......................................................................................................................................... 65 LinkedIn.......................................................................................................................................... 66 YouTube ......................................................................................................................................... 67 Foursquare ..................................................................................................................................... 68

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Social media marketing strategy.............................................................................................. 68 Step 1: Have a plan ........................................................................................................................ 69 Step 2: Develop goals..................................................................................................................... 69 Step 3: Choose a platform ............................................................................................................. 70 Step 4: Implement the plan ........................................................................................................... 70 Step 5: Monitor and control .......................................................................................................... 71

Benefits of social media marketing.......................................................................................... 73 Increase brand recognition and loyalty ......................................................................................... 73 Make use of the reach of the internet........................................................................................... 73 Increase conversion ....................................................................................................................... 74 Reach more people ........................................................................................................................ 74 Reduced cost of marketing ............................................................................................................ 74 Take advantage of different formats ............................................................................................. 74 Available to everyone .................................................................................................................... 74

Summary .................................................................................................................................. 74

6. The Basics of Search Engine Optimization .....................................................77

Introduction ............................................................................................................................. 77 Essentials of search engine optimization................................................................................. 77 Search engine optimization elements ..................................................................................... 78

On-page SEO .................................................................................................................................. 78 SEO content writing ....................................................................................................................... 79 Code optimization.......................................................................................................................... 80 Inbound links.................................................................................................................................. 81 Origin and history of search engine optimization.................................................................... 81 First ever algorithms used by search engines................................................................................ 82 Present-day algorithms: Non-disclosure........................................................................................ 82 Three types of SEO ................................................................................................................... 82 White hat SEO ................................................................................................................................ 83

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