Course Overview
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Beginner What is Internet Marketing?
Internet Marketing refers to promotion efforts that use web and email to drive sales to product or services. It includes the technical aspects of design, development, advertising, and sale on the internet. They are primarily used to drive online sales but they also complement traditional marketing efforts through print and electronic media. They are used for both businesses to business (B2B) and Business to consumer (B2C).
About Internet Marketing Course (Basics)
Internet Marketing Course is intended to enable online businesses, entrepreneurs to learn online marketing techniques and tools to help build your business. It offers a step-by-step guide to create a website that generates business round the clock. It covers the core principles and practice of internet, website, email marketing, search engine and social media optimization. The course contains 18 lectures and three hours of HD Video
Introduction to Internet Marketing Course (Basics):
The Internet Marketing course begins with an introduction the fundamentals of Internet Marketing. What is internet marketing? The promotion of products and services through the internet, traditional vs internet marketing. Differences between online and traditional marketing. Promoting products, services through emails, websites, blogs, mobile apps, social media- also known as internet marketing, web marketing, OLM. Standard terminology- advertiser, manner, bid, black hat. White hat techniques, breadcrumbs navigation, campaign, click through rate, conversion, cost per acquisition, cost per click, cost per mille (per thousand impressions), inbound link, market research, key performance indicator (KPI), market reach, tracking, SEO, web indexing, quality score, paid search advertising. Advantages and disadvantages of internet marketing- advantages- personalized, caters to specific interests, content differentiation, geo-targeting, cost-effective, global scale, measurable metrics, accountability. Disadvantages- illegal, unethical practices, transparency, hardware, installation costs.
History of Internet Marketing:
Internet marketing began in 1990’s – beginning- text-based simple websites- first online marketing campaign- Bristol-Myers Squibb, a US pharmaceutical company, public awareness campaign –Excedrin – provided an online free sample to US internet users-added 30,000 new customers.
Online marketing witnessed steady growth-internet marketing grew to $175 mn in 1994 and $ 300 mn in 1996. It grew to $ 1 bn in 1997. Online marketing witnessed growth due to its 24/7 visibility, and cost-effective. Net advertising spikes in 1995-2002 on dot-com boom. Search engines emerge in 1995, Google in 1998. Email misuse in 2003 leads to the CAN-SPAM Act. April 1994- Phoenix law firm Canter and Siegel, advertise their servers in several thousand newsgroups- considered first automated, large-scale commercial type spam. It made the term Spam popular. Yahoo, AltaVista launch search engines in 1995, followed by Google in 1998. Search Engine Optimisation (SEO), multimedia marketing group- John Audette- metadata, keyword density, PPC Adwords -2000, Google Analytics 2005, Google introduces PageRank- quality and strength of inbound links. Blogging emerges in 2008, Evan Williams and Meg Hourihan launch Blogger.com in August 1999. Mid 2006- 50 million blogs in existence. Tele-marketing- national Do Not Call Registry.
Birth of social media- 2003-04- LinkedIn, Facebook, myspace launched. 2006-Twitter, 2007- mobile subscribers- music and video streaming- 3G generates $120 bn, 2009-Amazon sales top $10 bn. 2011- internet usage surpasses TV viewership. 2012 onwards – tablets, mobile, social media, smartphone usage rises manifold. The growth of ecommerce and m-commerce.
Purpose of internet marketing Course:
Purpose of internet marketing is the same as traditional marketing- to reach the target audience with awareness of your products, technologies, and brands and sell them. Methodologies are different in traditional and internet marketing- personalized and geo-targeting, constant and continuing engagement. Product awareness- internet marketing can increase product awareness, the existence of your company, your brand and what it offers. Audience reach- increase the reach of your brand much beyond what print ads, television, and radio can do. Reduce costs- internet marketing is cost-effective.
Increase targeted traffic- unlike mass media advertising, internet marketing is intended to drive traffic to your blog or website who want to use your products or services. Increase sales- internet marketing training is intended to increase product sales. Becoming a trusted authority- websites, blogs enable you to become a trusted authority or recognized thought leaders- by creating unique and valuable content. Increase online visibility- one of the goals of online marketing is to increase online visibility. Establish company in local search-even international, global brands need to be found in local search- enable local marketing campaign- local listings, maps, site reviews, social media. Establish a presence in social media- strengthening presence across social media platforms is a major goal of internet advertising. Help build the brand- online marketing should enable you to build your brand, achieve the marketing goals through constant engagement and user support.
Pillars of Internet Marketing– information- create good quality content –textual, image, video- it’s at the heart of online marketing. Targeting and optimization-who is your target audience, be specific and identify their buyer persona, create and design content specific to them. Relationships and Communities- internet marketing is not impersonal or passive as mass media, understand their requirements, interact and give offers. Attention and interaction, testing and iterating, High Conversion Website-SEO optimised, relevant content, attract funnel traffic, drive sales. Paid Advertising- mere web presence will not drive sales but paid advertising does – CPM, PPC, Adwords, local listings.
Business to Business (B2B)– one business sells products to another business who in turn may use it to produce a product or service for the consumer. Strategies to target B2B market- blogs, emails, PPC Ads, social media.
Business to Consumer (B2C)– how companies sell products to consumers- strategies, website banners, emails, CPM, PPC ads, social media promotion, video.
Structure of Internet Marketing Course:
Online advertising, market research, search engine marketing, email marketing, Adsense blogging, affiliate marketing, SMO. SEO-Search Engine Optimization– organic, paid. Organic- getting traffic through content, building hyperlinks, backlinks, meta tag optimisation, keywords, social media, paid SEO- PPC (Pay Per Click), CPM. Market Research- review website traffic, ad conversion rates, queries of customers, identify pain points of customers – Quora, Yahoo, blogs, social media, compile FAQ (Frequently Asked Questions- clear answers)., Keyword Research- purpose of web page, target audience, buyer persona, keywords,tags,. Social Media Marketing– creating profiles – Google Plus, LinkedIn, Pinterest, Twitter, Facebook. Get connected, engaged, create interest, create events, desire to buy. Email marketing- sending emails, brochures.
Website site management– web management, interaction design (navigation support, homepage layout, templates, search etc), Content design- actual writing on the pages, as well as the design of any other media types used to communicate content as opposed to site interaction). Tools for small business- WordPress. Do’s and don’t in website management.
Website Maintenance– how to run website smoothly- regular basis, scheduled maintenance, website updating, keeping all information up to date, maintenance under security threat, hacking, taking the site offline, regular website maintenance. Importance of website maintenance-updating of information, sections, website content- text, images, free downloads, video, – adding new articles, product updates, company news, adding new sections and features. Regular maintenance- backing up your website, monitoring website outages, check domain registration information, test website speed, link check, finding broken links, software updates, analyzing stats, traffic stats, search, implementing Google Analytics, Search Engine Results, Reputation management.
Content Management :
How a Content Management System Works (CM), How to choose CMS. Content Management System- templates, programming language, dashboard and a database. Template system- a number of files for layout, different sections of a page, header, navigation, footer, member login (restricted access pages), stylesheets.
Content Management Programming Language- used to fetch information stored in a database, formatting, and presentation. PHP Programming language, ASP.NET programming language, CMS Dash Board, CMS Database- MySQL, Flat File Database, selection of CMS.
Email Marketing– promoting business through emails, newsletters. Types of emails- Transaction emails-sent after a purchase or signing up giving details of units bought, price, taxes. Newsletters- keep informed of the latest developments in the company, keep engaged. Promotion emails- new product launches, offers, promotions, discount coupons etc. Setting up Email marketing- creating a database, designing newsletters, offers, discounts. Email marketing impact- click-through rate (CTR), Conversion Rate, Bounce Rate, Subscriber’s Growth Rate, Email Forwarding Rate, overall ROI (Return on Investment).
Spam free– avoid spamming, unsubscribe links, using Email Management systems- MailChimp.
Search Engine Optimisation– using titles, headlines, descriptions, keywords, tags that help search engines to identify your site and display in searches- organic SEO. Website design, photos, illustrations, images, using Cascading Style Sheets(CSS), web crawlers- searching and indexing web pages, SEO friendly website- getting links from trusted sources, create sitemaps, error-free HTML codes, removing hidden text, avoiding plagiarized, copied content, incorporating social media buttons. Technicals- Flash, JQuery, Javascript, Flash- not for navigation, a testing site in various browsers.
Social Media Optimisation: SMO-helps connect all social media accounts in a cohesive, consistently branded network- strategic, multi-point process to build successful SMO foundation, boost SEO, drive more customers to site. SMO- the process of raising the awareness of brand product or event through social media- RSS Feeds, social news and bookmarking sites, social media, blogging. Similar to SEO- to drive traffic to your site and gain brand visibility. Social media and search marketing- push and pull effect of social media marketing. SMO- how it affects organic search results. Facebook, Twitter, Pinterest, LinkedIn, Google +, Instagram.
Segregation and Zero down recipients- Email marketing- demographics, age, gender, company position, income level, website forms, information gathering, Survey or Quiz Results, Quiz and Survey Master, MailChimp, email engagement, open rate, click rate, time since last purchase- frequent buyers, website behavior-pages, people visited, pages not visited, videos watched, position in the sales funnel. Segmentation based on customer expenditure- expensive or non-expensive items, affordable, low dollar or high dollar terms.
Monitoring and Controlling:
Website monitoring- content filtering, flittering encrypted data, bypass filters, logging, and eavesdropping. Website monitoring, website down, slow or broken transactions, uptime, monitoring uptimes, real user experience monitoring, high quality web experience, Schedule usage –control when users use computer by creating daily schedules, check website outage, port monitoring, web page, PING, Web servers, link check, POP3 servers, SMTP servers, IMAP servers, download servers, DNS Servers, DNS Lookup, MySQL, servers, custom servers.
Requirements of the course
Knowledge of internet, web, marketing, and online business.
Why pursue an Internet Marketing Course?
Internet Marketing training is emerging as an effective strategy to promote online business. It enables you with awareness of various tools to create websites that generate business round the clock. It deals with major topics of content management, email, social media and search engine marketing and optimization.
Internet Marketing Course- Frequently Asked Questions (FAQ)
- What are the benefits of Internet Marketing Course?
It enables you to create websites that generate business round the clock, it helps you to run a profitable business and understand key terms associated with internet marketing?
- Are Internet marketing/online marketing the same?
Yes, they are used interchangeably by writers.
- Compared to traditional marketing, is internet marketing expensive?
No, internet marketing training is less expensive, gives the better return on investment (ROI) and capable of geo-targeting, multiple options, and strategies such as email, banners, social media, search engine etc.
- Is the content easy to understand for beginners?
Yes, the content has been prepared by experts in the field and structured in an easy to understand manner even for beginners.
- Who grants a certificate on completion of course?
EduCBA provides a course completion certificate to all learners who successfully complete the course.
- What are the requirements for the course?
Basic knowledge of computers, internet, marketing and a desire to learn. A computer with internet connectivity.
Internet Marketing Course- Testimonials
Brian Curnutt:
I was having an online business but it was not bringing much revenue. With nobody to give proper guidance, I was looking for a course that gave me the right tools for making it profitable. Website management, SEO, email marketing, social media marketing and several new promotion opportunities. All my requirements were satisfied by the short course on Internet Marketing Basics of EduCBA. I recommend this course to anyone interested in internet marketing.
Ashima Singh:
Internet Marketing and traditional marketing have the same objective but different techniques and strategies to achieve them. Internet marketing course is more measurable in terms of reach and impact, it’s also continuing to evolve. That makes it interesting and exciting. With hardly 25 years of history to speak of, practioners in this domain continue to evolve fresh strategies that keeps marketers on the toes. Newer tools and processes are making it a must for managers and entrepreneurs to understand internet marketing . EduCBA’s Internet Marketing course is essential for anyone interested in this domain.
Roel Yamol:
I was fascinated to learn EduiCBA’s Internet Marketing course which is structured in an easy to understand manner. It guides us in a step-by-step manner on how to run a website profitably using marketing promotion tools- SEO, SMO, email marketing, how to manage websites and content. Without a formal training programme like this,it would be difficult to implement strategies on your own.
| Where do our learners come from? |
| Professionals from around the world have benefited from eduCBA’s Internet Marketing course. Some of the top places that our learners come from include New York, Dubai, San Francisco, Bay Area, New Jersey, Houston, Seattle, Toronto, London, Berlin, UAE, Chicago, UK, Hong Kong, Singapore, Australia, New Zealand, India, Bangalore, New Delhi, Mumbai, Pune, Kolkata, Hyderabad and Gurgaon among many. |
