Key DM topics:
Contents
- 1 Step 1: Begin Your Journey
- 2 Step 2: Marketing Fundamentals
- 3 Step 3: Marketing Data and Technology
- 4 Step 4: Social Media Marketing
- 5 Step 5: Search Engine Optimization (SEO)
- 6 Step 6: Search Engine Marketing (SEM)
- 7 Step 7: Digital Advertising
- 8 Step 8: Email Marketing
- 9 Lesson 1: Introduction to Digital Advertising
- 10 Lesson 2: Audience Fundamentals
- 11 Lesson 3: Multichannel Formats
- 12 Lesson 4: Programmatic Technology
- 13 Lesson 5: Campaign Planning
- 14 Lesson 6: Campaign Management
Step 1: Begin Your Journey
| Topics | Explanation |
|---|---|
| 🌐 Introduction to Digital Marketing | What digital marketing is, why it matters, and how it’s transforming industries. |
| 🔍 Understanding the Digital Landscape | Overview of key channels like search, social, email, and content marketing. |
| 🎯 Career Opportunities | Different roles like SEO specialist, content marketer, media buyer, etc. |
| 🧭 Setting Learning Goals | Clarify your objectives, career track, and expectations for this journey. |
Step 2: Marketing Fundamentals
| Topics | Explanation |
|---|---|
| 🛍️ The Marketing Mix (4Ps) | Product, Price, Place, and Promotion – the classic pillars of marketing. |
| 👥 Customer Segmentation & Targeting | Grouping audiences by demographics, behavior, etc., and how to reach them. |
| 🧠 Consumer Psychology & Buyer Journey | Understanding how people make purchase decisions online. |
| 🔖 Branding & Positioning | Creating brand identity and competitive positioning in the market. |
Step 3: Marketing Data and Technology
| Topics | Explanation |
|---|---|
| 📊 Introduction to Marketing Analytics | Collecting and interpreting data to improve campaigns. |
| 🧩 Google Analytics & GA4 Basics | Setting up tracking, interpreting reports, and making data-driven decisions. |
| 🧠 CRM Tools (e.g., HubSpot, Salesforce) | Managing customer data and nurturing leads. |
| 🔒 Data Privacy & Compliance (GDPR, CCPA) | Understanding legal boundaries and user consent best practices. |
Step 4: Social Media Marketing
| Topics | Explanation |
|---|---|
| 📱 Platform Strategy (FB, IG, TikTok, LinkedIn, X) | Choosing the right platform based on audience and goals. |
| 🎨 Content Creation & Visual Storytelling | Basics of graphic design, video, and engagement-friendly formats. |
| 📅 Content Calendars & Scheduling | Organizing and automating your posting schedule. |
| 📈 Metrics & Reporting (Reach, Engagement, ROI) | Tracking performance to refine strategy and prove results. |
Step 5: Search Engine Optimization (SEO)
| Topics | Explanation |
|---|---|
| 🔑 Keyword Research | Finding terms your audience is searching for. |
| 🏗️ On-Page SEO | Optimizing titles, headers, content, and meta descriptions. |
| 🌐 Technical SEO | Improving site speed, mobile friendliness, and site architecture. |
| 🔗 Backlink Strategies | Earning links from other reputable websites to boost ranking. |
| 🔍 SEO Tools (SEMRush, Ahrefs, Google Search Console) | Tools for tracking keywords, competitors, and indexing. |
Step 6: Search Engine Marketing (SEM)
| Topics | Explanation |
|---|---|
| 💰 Paid Search Advertising (Google Ads) | Setting up and managing paid search campaigns. |
| 🧠 Bidding Strategies & Quality Score | How ad rank works and how to improve cost-efficiency. |
| 🎯 Campaign Structuring (Ad Groups, Keywords) | Organizing your campaigns for performance and scale. |
| 📉 Measuring Conversions & ROI | Tracking which ads and keywords drive business results. |
Step 7: Digital Advertising
| Topics | Explanation |
|---|---|
| 🖼️ Display Advertising | Banner ads, responsive ads, and placements across websites. |
| ♻️ Retargeting & Remarketing | Bringing back visitors who didn’t convert the first time. |
| 🤖 Programmatic Advertising | Automated media buying using data and algorithms. |
| 🛠️ Ad Platforms (Google Display Network, Meta Ads) | Choosing the right tools and platforms. |
Step 8: Email Marketing
| Topics | Explanation |
|---|---|
| 📬 Building an Email List | Ethical ways to grow and manage subscriber databases. |
| 🧪 Campaign Strategy & Automation | Set up sequences, drip campaigns, and triggers. |
| 📋 Personalization & Segmentation | Sending the right message to the right people. |
| 📊 Measuring Email Success (Open/Click/Conversion Rates) | Metrics that show what’s working. |
| ⚙️ Email Marketing Tools (Mailchimp, Klaviyo, etc.) | Tools for creating, sending, and automating emails. |
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Lesson 1: Introduction to Digital Advertising
Big Picture
- Definition and evolution of digital advertising
- Comparison with traditional advertising
- Importance in today’s marketing mix
Business Stakeholders
- Brands and advertisers
- Agencies (media and creative)
- Publishers and media owners
- Ad technology providers
- Regulators and industry bodies
Tools and Environment
- Overview of key tools: Google Ads, Meta Ads Manager, DSPs, DMPs
- Ecosystem overview: websites, apps, social platforms
- Introduction to ad servers, tracking pixels, and UTM parameters
Lesson 2: Audience Fundamentals
Digital Advertising Fundamentals
- How ads are served
- Real-time bidding and auction mechanics
- Types of ad campaigns: awareness, consideration, conversion
Ad Tech Overview
- Introduction to AdTech stack: DSP, SSP, DMP, CDP
- Ad networks and exchanges
- Role of cookies and tracking technologies
Audience Data and User Identity
- First, second, and third-party data
- Privacy and data regulations (GDPR, CCPA)
- Identity resolution and cross-device tracking
Lesson 3: Multichannel Formats
Web and Mobile App Channels
- Key differences and considerations
- Responsive design and user behavior differences
- Tracking and analytics per channel
Standard vs Native Display Ads
- IAB standard ad units
- Native ad formats and advantages
- Use cases and performance comparison
Video Ads and Streaming Channels
- In-stream, out-stream, and rewarded video formats
- CTV and OTT platforms
- Measurement and viewability
Retail Media and Performance
- Overview of retail media networks (Amazon, Walmart, etc.)
- Ad formats within e-commerce platforms
- Attribution models and conversion tracking
Lesson 4: Programmatic Technology
Audience Targeting
- Contextual vs behavioral targeting
- Geo-targeting, retargeting, and lookalikes
- Custom audience segments
Ad Measurement
- Impressions, clicks, conversions, viewability
- Brand lift, attribution, and incrementality
- Verification tools (IAS, MOAT)
Programmatic Buying
- Open auction, private marketplace (PMP), programmatic guaranteed
- Bidding strategies and pacing
- Benefits and challenges
Lesson 5: Campaign Planning
Goal Setting and Testing
- SMART objectives
- A/B testing and multivariate testing
- Pre-launch testing methods
Budget and Bid Strategy
- Setting and allocating budgets
- Bid strategies: manual CPC, CPA, ROAS
- Budget pacing
Targeting Selection
- Custom vs platform-based targeting
- Creating personas and segments
- Choosing channels and placements
Ad Experiences
- Creative formats and messaging alignment
- Landing page optimization
- Personalization and dynamic content
Lesson 6: Campaign Management
Account Management
- Structuring accounts, campaigns, ad sets, and ads
- Naming conventions and documentation
- Role distribution (client, agency, vendor)
Campaign Setup for Display
- Walkthrough: Display campaign in Google Ads or DV360
- Creative specs, tagging, targeting
Campaign Setup for Video
- YouTube campaign setup
- Skippable vs non-skippable
- Platform-specific tips
Campaign Reporting
- Weekly, monthly, and post-campaign reports
- Tools: Google Data Studio, platform dashboards
- Custom KPIs
Campaign Optimization
- Performance analysis
- Adjusting targeting, bids, and creatives
- Testing new strategies and scaling winners
