Digital Marketing Fundamentals: OMCP's Official Guide to OMCA Certification 9781119894575, 9781119894612, 9781119894605, 1119894573
Prepare for the OMCP certification exam and expand your digital marketing skillset Courses relying on the OMCP Digital
125 25 7MB
English Pages 448 [451]
Table of contents :
Cover
Title Page
Copyright Page
Contents
Foreword
Introduction
Who Should Read This Book?
Why Get a Digital Marketing Certification?
What Are the Benefits of OMCA Certification?
Chapter 1 Digital Marketing Strategy
There Is No “One-Size-Fits-All” Way to Build an Audience
Kraft Heinz: Isn’t Anyone Going to Help That Poor Brand?
Apply What You Just Learned
Strategy Without Tactics Is the Slowest Route to Victory
Nostalgia Marketing and What We Can Learn From John Lewis Ads
Apply What You Just Learned
Tactics Without Strategy Is the Noise Before Defeat
How Is Marketing Going to Help Deliver on Your Business Strategy?
Are You Adequately Aligned and Capable of Succeeding in this Market?
Who Are Your Customers and What Are Their Needs and Expectations?
Why Should Anyone Care or Take Notice? What Unique Value Are You Providing?
How Does Your Market Break Down into Groups, and Which Will You Go After?
How Will You Convey Your Product/Service and How Might That Differ by Individual Customer or Segment?
What Is the Customer Journey, How Will You Understand and Improve It, and How Will You Support That with Content?
How Will You Be Found in the Places Your Customers Are?
How Will You Actively Get Your Message in Front of the Right People?
What Data Do You Need to Support Your Marketing? How Do You Measure and Optimize Performance?
Why Do You Still Need to Add a Dash of Marketing Imagination?
Chapter 2 Digital Marketing Analytics
My Analytics Journey
Analytics Start with Goals
Where Do the Data Come From?
Gathering the Data
What Data Does Analytics Script Collect?
How Accurate Are the Data?
Accuracy in Attribution
Additional Data Sources and Tracking
Navigating Data: Concepts and Terminology
The ABCs of Analytics
Segmentation Is the Key
KPIs and Metrics
Analytics in Context
Stage 1: Impressions
Stage 2: Engagement
Stage 3: The Click
Stage 4: Conversion
Stage 5: Nurture
The Final Stage: Customer Lifetime Value or Lifetime Customer Value
Chapter 3 Digital Advertising
The Nuts and Bolts of PPC Advertising
Account Hierarchy
Account Settings: Access and Billing
Campaign Settings: Define Your Targets
Ad Groups: A Collection of Keywords and Ads
Bidding: How Much Do You Want to Pay for a Click?
Conversions: Determining the Value of Your Clicks
Targeting Beyond Search
How PPC Fits into Your Company
Digital Advertising Strategy and Planning
Setting and Managing Goals
Conversion Tracking
Bidding Methods
Researching and Creating Ad Groups
Creating Compelling Ads
PPC Targeting Options
Creating Your First PPC Account
PPC Analysis and Reporting
Monitoring Your Data
Testing Ads and Landing Pages
Reporting
Predefined Reports
Summary
Chapter 4 Search Engine Optimization
Defining Search Engine Optimization
The Value of SEO
How Search Engines Work
SEO Is Not an Exact Science
SEO’s Three Primary Areas
Keyword Research: How Do You Describe a Need?
The Importance of Keyword Research
Researching Keywords
Implementing Keywords into On-Page Optimization
Building Credibility with Links
Links Replicate Human Judgement
Gaining Links Is About Quality, not Quantity
Link Structure
Link Attributes
Building Links
Website Architecture and Technical SEO
Architecture
Duplicate Content
Canonical URLs
Redirects
Robots.txt
Sitemaps
Speed (Load Time)
Hreflang Attribute
Search Engine Algorithms
Major Algorithm Updates
How to Handle Updates
Measuring SEO Results
The Problem with Measuring Rankings
Analytics Is the Objective Measurement
Chapter 5 Content Marketing
Content Marketing Context
What Is Content Marketing?
What Are the Benefits of Content Marketing?
How Does Content Marketing Relate to SEO and Social Media?
How Is Content Marketing Different from SEO and Social Media?
What Is the Concept of Content Value?
What Is the Concept of Content Relevancy?
What Is the Concept of Content Engagement?
What Is the Concept of Content Shareability?
Why Is Video Content Important?
Organizational Structure
Content Marketing Strategy and Planning
Content Marketing Planning
Increase Time Spent Talking with Customers
Revisit Customer/Buyer Personas
Reexamine the Customer Journey
What Is a Content Marketing Matrix and Do We Need One?
Change the Targeting/Messaging Strategy
Change the Distribution Strategy
Content Marketing Channel Management and Promotion
Adjust the Editorial Calendar
Put More Resources Toward Social Media/Online Communities
Change the Website
Change the Products/Services
Content Marketing Measurement and Control
Adjust the KPIs
Change the Content Marketing Metrics
Chapter 6 Social Media Marketing
Welcome to the Endless Coffee Cup Podcast
Social Media Context
Term “Social Media” Coined in 2004
Key Definitions and Framework
Social Media Marketing Today
Areas Associated with Social Media Marketing Today
Content Marketing
Reputation Management
Disinformation
Monitoring/Participating in Conversations
Influencer Marketing
Digital Advertising
Social Media Marketing and Organizational Structure
Social Media Marketing Strategy and Planning
How Social Media Impacts Business Goals
Value of Influencers
Social Media Channel Management
Early Social Media Channels
Social Networks
Video Sharing
Microblogging
Photo Sharing
Blogs
Platform Convergence
Top Social Media Channels Today
YouTube
Facebook
Instagram
Twitter
TikTok
Pinterest
LinkedIn
Cross-Platform Content Strategies
Launching a New Product Across Multiple Platforms
Engaging a Target Audience Across Multiple Platforms
Using Social Commerce to Sell Products Across Multiple Platforms
Reputation Management Practices
Social Media Advertising
Decline of Organic Reach
Creating and Targeting Social Media Ads
Targeting by Intent, not Demographics
Social Media Measurement and Control
Avoiding Vanity Metrics
Measuring Brand Lift and Engaged-View Conversions
Measuring Conversation, Amplification, and Applause Rates
Comparing the Economic Value of All Your Social Media Accounts
Social Media Reporting
Selecting KPIs Tied to Your Business Objectives
Using “Action Dashboard” Versus “Crappy Dashboard”
Reporting
Chapter 7 Conversion Optimization
Build It and They Will Come
Easy Conversion Guidelines
Don’t Design for Yourself
Study User Behavior
Determine Who Performs Conversion Optimization
Persuasive Design for Conversion
Instant Feedback
Being Responsive Is About Meeting Expectations
Desirability, Momentum, and Conversions
Avoid High Bounce Rates
Conversion Optimization Strategy and Planning
Awareness, Interest, Desire, Action
Advocating for Your Website Visitors
Understanding Customer Intent
Creating User Personas
Designing the Landing Page
What Makes a Great Landing Page?
Creating Calls to Action
Design Considerations
Copywriting for Conversions
Writing for Screen Readers
Ableisms
Lessons Learned
Conducting UX Audits
Conversion Opportunities and Considerations
Chapter 8 Mobile Marketing
Components of Mobile Marketing
Mobile Devices
Mobile Operating Systems
Mobile Connectivity
Mobile Marketing Communication
Mobile Marketing Assets
Rules and Regulations
Reaching Mobile Users
Mobile Marketing Strategy and Planning
Marketing on Mobile Websites
Core Mobile Products and Services
Incentives and Loyalty Programs
Location-Based Services
Mobile Marketing Channel Management
Mobile and Other Marketing Channels
Mobile Search
Mobile Advertising
Understanding Your Mobile Advertising Options
Google AdWords Pay-per-Click
Website Banners and Google AdSense
Video and YouTube Ads
Social Media Ads
In-App Ads
On-Site App Ads
Choosing Your Mobile Ad Strategy
Website Only
App Only
Website and App
Mobile Marketing Measurement and Control
Mobile Marketing Analytics
Interpreting Your Analytics
Chapter 9 Email Marketing
Guiding Principles
Every Email Is a Wanted Email
We Are Lawful and Responsible
We Earn Our High Deliverability
Establishing Campaign Goals
Email Metrics and Reporting
Where Email Marketing Fits
Email Marketing Work Within Organizations
Tools for Email Marketing
Stay Up to Date on What’s Possible
Growing Your Email List
Building a New Email Marketing List
Attracting or Repelling Subscribers
The Data You Collect
Personalization
Too Much Personalization
Segmentation
List Hygiene
Avoid Auto-Subscribe
Scale Down Inactive Subscribers
Clean Out Poison Addresses
Deliverability
Creating Email Content Designed to Persuade and Get to the Inbox
Format for Email Clients
Domain and Server Reputation
Warm Up New Servers
Compliance with Regulations
How the History of Email and Spam Affects Your Campaigns Today
How Spammers and Bad Actors Work and How to Avoid Looking Like Them
Government Rules and Regulations
Other Regulations That Overlap with and Affect Email Marketing
Common Denominator Practices
Chapter 10 Careers and Hiring
Can the OMCP Certification Get You a Job?
Approaching the Digital Marketing Job Market
Do You Really Need SQL?
Finding the Right Match
Choosing Apt Words and Phrases in Your Resume, CV, or Profile
Getting the Most from Your Work and Platform Experience
Standing Out by Giving Back
About Soft Skills and Work Habits
Ability to Persuade, Ability to Write
Ability to Turn Data into Decisions, Strategy into Tactics
Traditional Marketing Skills
People Skills
Preparing for Interview Questions About Soft Skills
About the Interview
Maintaining Your Skills
For Hiring Managers
Top Five Complaints from Hiring Managers
Developing Deeper Talent Pools
Scaling and Staying Together
Digital Marketing Glossary
References
About the Authors
Index
EULA
