Internet Marketing: Advertising & SEO Course Online

Digital platforms have revolutionized the marketing and advertising industry. With this course, you will discover the necessary skills to create and launch cutting-edge marketing campaigns designed to reach, engage, and convert your target audience into paying customers and loyal advocates. Proficiency in Internet Marketing: Advertising & SEO will give you a competitive advantage in the employment sector or support your entrepreneurial ambitions.

What are the aims of this Internet Marketing Course?

• To develop a capacity to use social media and other applications for marketing on the internet.
• Outline the possibilities for marketing any type of product or service effectively on the internet; in particular through the use of social media.
• Describe the use of psychological theory as applied to internet marketing.
• Determine an appropriate mix of online marketing techniques for a product or service, and how to properly utilise that web presence.
• Identify, discuss and compare the more effective applications that are currently being used in social media.
• Determine an appropriate online presence for the marketing of a product or service and know how to efficiently utilise that presence.
• Determine what content to create, how to create it and where to use it.
• Describe methods to develop and sustain effective online blogs and newsletters
• Develop a one year strategy for the online marketing of a new product or service.

Detailed Course Outline

This course is made up a number of lessons or units. Each of these has self assessment questions, a set task (practical homework) and an assignment which you can upload online.

There are 8 lessons in this course:

1. Develop Original Concepts

• • The creative brief
  • Using market research information
  • The organization’s vision
  • Addressing identified gaps
  • Investigating the use of new media
  • Legal and required standards
  • Your target audience
  • Practical and operational issues
  • Researching the competition
  • Addressing the needs and opportunities
  • Meet with the relevant stakeholders
  • Edward de Bono’s Six Thinking Hats
  • Morphological analysis
  • Mind mapping
  • Graphic organizers
  • Collaborating with others
  • Measuring the commercial potential
  • How does this impact on the environment?
  • PESTLE Analysis
  • Gantt charts
  • Presenting your concepts and approaches
  • Testing your concepts and ideas
  • Some innovative examples
  • Looking at the pros and cons of your concepts
  • CATWOE analysis.
  • Strengths, weaknesses, opportunities and threats (S.W.O.T.) analysis
  • Project scope statement
  • Meetings and committees

2. Writing Copy

• • The creative brief
  • Time and money
  • Creating copy
  • Legality and ethical conduct
  • Advertising Federations/Organizations
  • Assess design options
  • Promoting features
  • Creative style.
  • Legal, organizational, and ethical requirements

3. Develop Advertising Campaign

• • Definitions
  • Setting objectives
  • SMART objectives
  • Measurable campaign objectives
  • Are your objectives feasible?
  • What are consumer responses?
  • Factors affecting consumer responses
  • Legal and ethical requirements
  • Advertising Standards Organizations
  • Types of research
  • Media options
  • Creative and production services
  • Return on Investment (ROI)
  • Making advertising cost effective
  • Meeting the requirements of the advertising brief
  • Length of campaign
  • Length of advertisement
  • Timing of campaign
  • Negotiating and collaborating
  • Choosing a service provider
  • What is a schedule?
  • Monitoring expenditure
  • Evaluating effectiveness

4. Multiplatform Digital Advertising

• • Confirm central idea or concept
  • Confirm time, schedule and budget requirements
  • Identify target audience characteristics
  • Identify digital markets and devices
  • Produce marketing plan
  • Legal and ethical constraints
  • Creating a successful radio advertisement
  • Structuring the radio advertisement
  • Sound effects and music in radio advertisements
  • Responsibilities of advertising on the radio
  • Structuring television and cinema advertisements
  • The advantages of scripts and storyboards
  • Methods to attract attention and sustain interest in advertisements
  • Responsibilities of advertising on the television or at the cinema
  • Digital advertisement server providers
  • Real-time bidding markets
  • Concerns and setting boundaries
  • Determine budget and time limits
  • Selected distribution environments
  • Monitor reach and response rates
  • Evaluating performance
  • Make required changes

5. SEO Strategy

• • Search engine optimization
  • Identify SEO objectives
  • The target audience
  • Selecting search engine platforms and applications
  • Review and evaluation
  • Client/stakeholder consultations
  • Audience research
  • Paid versus organic search
  • Legislation, regulation and organizational policy
  • Robots, crawlers and indexing
  • URL submission
  • Keyword taxonomy
  • Design, tags, links and metadata
  • Page content
  • ‘White hat’ and ‘black hat’ techniques
  • Online analytics
  • Use web analytics
  • Page rank
  • Gaps in search performance
  • Web search effectiveness

6. Social Media Engagement

• • Social media
  • The target audience
  • Evaluating your target audience profile
  • Researching social media habits
  • Documenting your research
  • Organizational requirements
  • Recognizing current legislation and regulations
  • Devices, platforms, sites and applications
  • Triggers and interventions
  • Conducting market research
  • Social media content
  • Establishing the attention span and retention characteristics
  • Engagement patterns
  • Documentation guidelines
  • Selecting the social media platform and application
  • Selecting content and engagement interventions
  • What are social media metrics?
  • Viral marketing
  • Maintaining brand integrity, your message and developing trust
  • Releasing content to maximize attention
  • Conversations and personalized response
  • Post automation
  • Response automation
  • Key performance indicators (KPIs)
  • Cross-platform, device, site and application
  • Social analytics services
  • Monitoring and identifying gaps in your strategy
  • Adjusting your strategy to meet requirements
  • Evaluating social media engagement effectiveness

7. Google Adwords

• • Overview of Google Ads
  • Benefits of Google Ads
  • How Google Ads Helps Marketers
  • Key Features of Google Ads
  • Search Advertising
  • Display Advertising
  • Planning a Campaign
  • Setting Up a Keyword Search
  • Understanding Keyword Results
  • Google Ad Metrics
  • PPC Success
  • Google Restrictions
  • Overview of Criticisms of Google Ads
  • Competition with Google Ads
  • Cost of Acquisition
  • Return on Investment from Campaigns

8. Email Marketing

• • Identify why email marketing works
  • Benefits of Email Marketing
  • Email Subject Lines
  • Elements of an Effective Subject Header
  • Email Campaigns
  • Types of Content to Distribute
  • Offers, Discounts and Promotions
  • Describe the significance of email marketing lists
  • Newsletters
  • Customer Insight
  • Marketing Metrics
  • Purpose of Email and Sales
  • Spam
  • Email Automation Services
  • Permission Marketing
  • Spam Filters
  • Fundamental Requirements for Email Marketers
  • GDPR
  • Limitations on Email Marketing
  • Compliance with the CAN-SPAM Act

When you have completed the lessons of your Certificate course, you will be given the option of taking the optional exam. It’s okay if you don’t want the exam, we still issue your Careerline Certificate. For Advanced Certificates however, the exam is compulsory (per module) and are included in the course fee.