Unit 961: Comprehensive Digital Marketing

1. Introduction to Digital Marketing

• Definition and scope of digital marketing
• Importance in the modern business landscape
• Key components and channels
• Comparison with traditional marketing

2. Website Optimization

• Search Engine Optimization (SEO) fundamentals
  • Importance of website structure and content
• User Experience (UX) design principles
  • Navigation, responsiveness, and accessibility
• Conversion Rate Optimization (CRO)
  • Call-to-actions, landing pages, A/B testing

3. Social Media Marketing

• Overview of popular social media platforms
• Creating engaging and shareable content
• Community management and engagement strategies
• Planning and executing paid social media campaigns
  • Targeting, budgeting, and measuring ROI

4. Email Marketing

• Building and managing email lists
• Segmentation strategies for targeted messaging
• Email automation workflows
• Designing compelling email campaigns
  • Subject lines, content, and calls-to-action
• Legal considerations: GDPR, CAN-SPAM

5. Search Engine Optimization (SEO)

• Keyword research techniques and tools
• On-page optimization
  • Meta tags, headings, content quality
• Link building strategies
• Technical SEO aspects
  • Site speed, mobile-friendliness, schema markup

6. Pay-Per-Click Advertising (PPC)

• Introduction to PPC and Google Ads platform
• Setting up effective campaigns
• Keyword targeting and match types
• Writing persuasive ad copy
• Bid management and budgeting
• Tracking and analyzing campaign performance

7. Content Marketing

• Role of content marketing in digital strategy
• Types of content: blogs, videos, infographics, podcasts
• Creating valuable and relevant content
• Content distribution channels
• Measuring content effectiveness

8. Analytics and Data Analysis

• Introduction to digital marketing analytics
• Tools overview: Google Analytics, social media insights
• Key performance indicators (KPIs) to monitor
• Data interpretation and reporting
• Making data-driven decisions to optimize campaigns

9. Mobile Marketing

• Importance of mobile in digital marketing
• Mobile-optimized websites and responsive design
• Mobile apps as marketing channels
• SMS marketing best practices
• Location-based marketing and geotargeting

10. Influencer Marketing

• Understanding influencer marketing concepts
• Identifying and selecting relevant influencers
• Building and managing influencer partnerships
• Measuring influencer campaign success
• Ethical considerations and transparency