Digital Marketing Essentials Track - Online Learning with Certificate

Digital Marketing Essentials

Beginner

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This beginner track provides a comprehensive introduction to the essentials of digital marketing, gradually guiding learners from foundational concept…

138

Chapters

Learning hours

152

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Shareable Certificate

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Outcomes

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What you will learn

Understand the definition, scope, and key roles within digital marketing

Build persuasive copywriting skills for various marketing channels

Apply data-driven decision making with digital marketing analytics and experimentation

Develop strategic channel planning and customer journey mapping skills

Learn the basics of conversion rate and landing page optimization

Leverage AI tools for modern digital marketing

Master keyword research, content strategy, and SEO fundamentals

Create effective email marketing campaigns and workflows

Learning track content

Definition and Scope of Digital Marketing

Digital Marketing Team Structures

Duties and Interactions of a Digital Marketer

Introduction to Digital Marketing Channels

Choosing the Right Channels Based on Audience, Competitors, and Goals

Customer Journey Mapping: From Awareness to Conversion

High-Performance Website & Landing Page Optimization

Understanding and Using Web Analytics

Maximizing Marketing ROI: Budget Allocation & Campaign Performance Tracking

Essential Digital Marketing Tools

Setting Up Google Analytics

Developing a Unique Selling Proposition (USP) & Defining Brand Voice

Introduction to Social Media Platforms

Building and Engaging Online Communities

UGC, Affiliate, and Influencer Marketing

Introduction to Pay-Per-Click (PPC) Advertising

The Role of AI in Digital Marketing

AI in Content Creation and Curation

AI-Driven Digital Advertising Strategies

Strategic AI Implementation in Marketing

What is SEO?

How Search Engines Work

Understanding Search Intent

Competitor Keyword Analysis

Creating Topic Clusters

Avoiding Keyword Stuffing

Challenge: Mastering Keyword-Driven Content Planning

Title Tags and Meta Descriptions

Headings and Subheadings

URL Structure

Optimizing Images

Internal Linking Strategies

Content Optimization

Mobile Optimization

Improving Page Speed

What is Off-Page SEO?

Understanding Backlinks

Strategies for Earning Backlinks

Social Media's Role in SEO

Local SEO Basics

Building Your Online Reputation

Avoiding Black-Hat SEO Tactics

Measuring Off-Page SEO Success

Developing an SEO Strategy

What Copywriting Is and How It Drives Marketing

Understanding the Audience and Customer Intent

Tone of Voice and Brand Messaging

Clarity, Simplicity, and Readability in Marketing Text

Core Principles of Persuasive Writing

Emotional vs Rational Messaging

Customer Pain Points and Value Propositions

Trust Signals, Social Proof, and Credibility

AIDA, PAS, and Other Copywriting Frameworks

Writing Strong Headlines and Hooks

Crafting Calls to Action

Storytelling in Marketing Copy

Landing Page Copy

Email Marketing Copy

Social Media and Ad Copy

Product Descriptions and Sales Pages

Using AI for Idea Generation

Prompting Techniques for Marketing Copy

Editing and Improving AI-Generated Text

Risks and Responsible Use of AI in Copywriting

What Google Ads Can Do for Your Business or Clients

Overview of Campaign Types

Inside the Google Ads Interface

How to Structure a Professional Google Ads Account

Connecting Analytics, Tag Manager & GA4

Setting up Billing, Permissions, and Business Settings

Using the Keyword Planner Tool

Understanding Match Types

Building Your First Ad Group the Smart Way

Writing Ad Copy That Sells

Using Ad Extensions Effectively

Ad Approval Best Practices

Daily vs. Lifetime Budgets

Manual vs. Automated Bidding Explained

What Affects Quality Score and How to Improve It

Building Core, Custom, and Lookalike Audiences

Remarketing Strategies that Convert

Using Customer Match and GA4 Audiences in Ads

What is Performance Max and When to Use It

Building Effective Performance Max Campaigns

Monitoring and Optimizing Performance Max Campaigns

Why Short-Form Video Works

Creating Effective YouTube Ads Using Simple Tools

Targeting Strategies for Video Campaigns

Setting up Google Ads Conversion Tracking

Using UTM Tags, GA4 events, and Attribution Models

When and How to Scale Campaigns

Using Scripts and Rules to Automate Campaign Management

The Importance of Email Marketing

Building and Growing Your Email List

Designing and Structuring Emails that Work

Launching and Tracking Your First Campaign

Automation and Customer Journey in Practice

Analyzing Email Campaign Performance

Deliverability, Reputation and Continuous Optimization

What is CRO?

Key Metrics and KPIs

Understanding User Behavior

Customer Journey Mapping

Case Study Review

Landing Page Structure

Crafting Headlines and Value Propositions

Effective Visual Hierarchy and Design

Forms and CTAs

Best Practices in Copywriting

A/B and Multivariate Testing

Heatmaps and User Recordings

Personalization Techniques

Optimizing for Mobile and Speed

Iterative Improvement

From Landing Page to Full Funnel Optimization

CRO for Different Traffic Sources

Email and Retargeting Optimization

CRO Across Devices and Channels

Building a Culture of CRO

Introduction to Digital Marketing Analytics

Understanding Core Marketing Metrics

Data Tracking and Measurement Frameworks

Analytics Tools Overview

Web and SEO Analytics

Social Media Analytics

Paid Media Analytics

Email Marketing and CRM Metrics

E-commerce Performance Tracking

Creating Dashboards and Visualizations

Data Storytelling and Decision Making

Attribution and Conversion Path Analysis

Experimentation and A/B Testing

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