Digital Marketing Fundamentals 1st edition by Greg Jarboe,Matt Bailey,Michael Stebbins 1119894573 9781119894575

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ISBN 10: 1119894573

ISBN 13: 9781119894575

Author:Greg Jarboe,Matt Bailey,Michael Stebbins

Prepare for the OMCP certification exam and expand your digital marketing skillset

Courses relying on the OMCP Digital Marketing Certification standards attract over 70,000 students at 900 universities around the world each year. This challenging curriculum requires strong command of content marketing, conversion rate optimization, and other digital marketing competencies in high market demand.

In Digital Marketing Fundamentals, veteran digital media and marketing experts Greg Jarboe, Michael Stebbins, and Matt Bailey deliver an essential and accessible roadmap to completing the highly sought-after OMCP Digital Marketing Certification. You’ll explore topics like digital analytics, social media marketing, and search engine optimization with the help of industry-leading authors and members of the OMCP Standards Committee.

In the book, you’ll also find:

• Full discussions of paid search marketing, email marketing, and marketing to mobile device users
• Exacting and focused instruction on all the competencies tested by the OMCP exam
• Accessible content suitable for experienced digital marketers looking for a new certification to boost their career, as well as novice practitioners trying to expand their skillset

Perfect for aspiring and practicing digital marketers, Digital Marketing Fundamentals also belongs in the libraries of entrepreneurs, solopreneurs, and other small- and medium-sized business leaders looking for a starting point into the critical world of digital marketing.

Digital Marketing Fundamentals 1st  Table of contents: 

CHAPTER 1: Digital Marketing Strategy
There Is No “One‐Size‐Fits‐All” Way to Build an Audience
Strategy Without Tactics Is the Slowest Route to Victory
Tactics Without Strategy Is the Noise Before Defeat
CHAPTER 2: Digital Marketing Analytics
My Analytics Journey
Analytics Start with Goals
Navigating Data: Concepts and Terminology
Analytics in Context
CHAPTER 3: Digital Advertising
The Nuts and Bolts of PPC Advertising
Digital Advertising Strategy and Planning
PPC Analysis and Reporting
Summary
CHAPTER 4: Search Engine Optimization
Defining Search Engine Optimization
Keyword Research: How Do You Describe a Need?
Building Credibility with Links
Website Architecture and Technical SEO
Search Engine Algorithms
Measuring SEO Results
CHAPTER 5: Content Marketing
Content Marketing Context
Content Marketing Strategy and Planning
Content Marketing Channel Management and Promotion
Content Marketing Measurement and Control
CHAPTER 6: Social Media Marketing
Welcome to the Endless Coffee Cup Podcast
Social Media Context
Key Definitions and Framework
Social Media Marketing and Organizational Structure
Social Media Marketing Strategy and Planning
Social Media Channel Management
Top Social Media Channels Today
Cross‐Platform Content Strategies
Social Media Advertising
Social Media Measurement and Control
Social Media Reporting
CHAPTER 7: Conversion Optimization
Build It and They Will Come
Easy Conversion Guidelines
Persuasive Design for Conversion
Conversion Optimization Strategy and Planning
Design Considerations
Copywriting for Conversions
Lessons Learned
Conducting UX Audits
Conversion Opportunities and Considerations
CHAPTER 8: Mobile Marketing
Components of Mobile Marketing
Rules and Regulations
Reaching Mobile Users
Mobile Marketing Channel Management
Understanding Your Mobile Advertising Options
Choosing Your Mobile Ad Strategy
Mobile Marketing Measurement and Control
CHAPTER 9: Email Marketing
Guiding Principles
Establishing Campaign Goals
Email Metrics and Reporting
Growing Your Email List
List Hygiene
Creating Email Content Designed to Persuade and Get to the Inbox
Compliance with Regulations
Common Denominator Practices
CHAPTER 10: Careers and Hiring
Can the OMCP Certification Get You a Job?
Approaching the Digital Marketing Job Market
About Soft Skills and Work Habits
About the Interview
Maintaining Your Skills
For Hiring Managers
Digital Marketing Glossary
Digital Marketing Strategy
Digital Analytics
Digital Advertising
Search Engine Optimization
Content Marketing
Social Media Marketing
Conversion Optimization
Mobile Marketing
Email Marketing

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