The Role of Digital Marketing for Direct Marketers

Module Overview
This advanced module in the DMA Certified Marketing ProfessionalTM Program provides you with the basics of search engine marketing, as well as how to develop, evaluate and edit the basic elements of an email campaign, demonstrate the use of social media to the marketing mix and maximize e-commerce marketing success.

Module Content
This module provides participants with the skills to describe how to use the elements (keyword strategy, landings) and analytics of search engine marketing, develop effective e-mail campaigns, recognize the importance of utilizing social media and combine digital and traditional marketing methods to maximize e-commerce. Students will be introduced to four advanced database marketing requirements and techniques:

Introduction to digital marketing

• What you need to know about today’s multi-channel marketing world
• Why direct marketing and the Internet are a perfect marriage
• Understanding today’s empowered and engaged users

Web/ banner advertising

• Creating banner ads and other online display formats
  • Static banner ads
  • Animated banner ads
  • Interactive banner ads
  • Banner ad success borrows from direct response
  • Creating responsive banner ads
• Improving banner ad campaign objectives
• How to plan and test online display media
• Understanding how to plan and buy online display media
  • Cost-per-thousand (CPM)
  • Cost-per-action (CPA)
  • Cost-per-click (CPC)
• Learn what web ad networks are, and why marketers use them
• Applying banner ad analytics

Introduction to search marketing

• What you need to know about search engine marketing
• Learning the differences between paid vs organic search
• How to develop your keyword strategy
• Understanding  search ad analytics
• Why you need a unique landing for successful search campaigns
• What are the most important considerations for creating landing pages?
  • Page length
  • Page design
  • Call to action
  • Offers
• Why you need to test your landing pages
• Developing landing page response forms
• Search and landing page analytics

Social media

• What is social media, and why it is important to you
• Recognize the impact that social media is having on direct marketing
• Learn about the social networking landscape: its use is more widespread than most of us imagine
• Six steps for adding social media to your marketing campaigns
• How listening platforms enable monitoring and measurement of social media