E-Commerce Campaign Management (ICDL Certification Module: Digital Marketing)

1. Digital Marketing Concepts

Key Concepts

• Understand the term Digital Marketing.
• Define different elements of digital marketing like: content marketing, social media marketing, e-mail marketing, mobile marketing, affiliate marketing, search engine marketing (SEM), search engine optimisation (SEO), display advertising, analytics
• Identify typical goals when using digital marketing like: increased brand awareness, lead generation, sales generation, informing customers, improved customer service, direct customer engagement, generating traffic.
• Understand the advantages of digital marketing like: more cost effective, easier to track and measure progress, larger demographic reach, higher engagement compared to traditional marketing, catering to mobile customers.
• Understand the limitations of digital marketing like: lack of face-to-face interaction, can be obtrusive, time commitment to manage it professionally, may not be suitable for your product.
• Recognise the main legal and regulatory obligations when digital marketing in your country.

Planning

• Understand the main elements of a digital marketing strategy like: alignment to business goals and marketing objectives, identification of target audience, analysis of competitors, selection of appropriate platforms, planning and creation of content, allocation of budgets, reporting.
• Recognise the need for a consistent online presence in line with corporate identity and design.
• Recognise types of content used to drive traffic and enhance engagement like: infographics, meme, videos, guides, product reviews, testimonials, lists, whitepapers.
• Understand the importance of having policies and access controls in place for staff using company digital marketing accounts.

2. Digital Marketing Concepts

Web Presence Options

• Understand possible web presence solutions like: business directory, social media, information website, blog, e-commerce website, mobile site, web application, mobile application.
• Outline the typical steps to create a web presence like: register an appropriate website address, register with a website hosting service, design and build your site, promote your site.
• Understand the term content management system (CMS).

Website Considerations

• Understand the main parts of a website like: homepage, company and contact information, news, services/product description, search, e-commerce facility, sitemap.
• Understand website design terms like: user interface (UI), user experience (UX), responsive design, accessibility, performance optimisation, browser compatibility.
• Recognise good practice in creating website content like: audience focused, clear and concise, use of keywords, consistent branding, quality images and videos, regularly updated.
• Recognise various methods for promoting a website like: social media, online advertising, inbound links, e-mail marketing, submitting your website to an engine, e-mail signature, physical marketing materials.

Search Engine Optimisation

• Understand the term search engine optimisation (SEO).
• Understand the term keyword. Create a list of keywords which can be used when optimising content for a website, social media platform.
• Understand the terms page title, URL, description tag, meta tag, headings, alternative text and their importance for SEO.

3. Social Media Start Up

Social Media Platforms

• Understand the term social media platform and identify the main uses of some common platforms.
• Understand common social media marketing campaign elements like: choosing appropriate platforms for target audience, planning and creating suitable content, tracking campaign, evaluating campaign performance.

Social Media Accounts

• Understand the term social media profile. Distinguish between the different types of profiles like: personal, business, groups, event.
• Create, edit social media business profile information like: biography, images, URL, contact details, category.
• Understand social media actions like: post, comment, share, like, tag, hashtag.
• Create, edit, delete a post on a social media profile like: news, event, poll, offer.

4. Social Media Management

Social Media Management Services

• Understand the term social media management service and identify some common social media management services.
• Understand the term scheduled post. Schedule a post

Marketing And Promotion Activities

• Understand the term influencers. Recognise the importance of connecting with them.
• Understand the term targeted audience. Recognise the importance of optimising your content to suit them.
• Understand the term video marketing. Recognise its importance in online promotional campaigns.
• Understand the terms review, referral. Recognise their importance in promoting your business through social media.
• Understand the term URL shortener. Use a URL shortener to track links.
• Understand the term viral. Recognise its importance in a promotional campaign and elements that may contribute to success like: humour, originality, resonance with audience, generating a discussion.
• Recognise good practice in creating engaging social media content like: post regularly, post relevant content, research relevant blogs and companies, post competitions, use images and videos.

Engagement, Lead Generation And Sales

• Outline good practice in social media marketing like: timely and appropriate response to comments/complaints, take certain enquiries offline
• Set up notifications on a social media profile to alert when the profile has been mentioned or a comment has been added to the profile.
• Understand the term call to action and identify common examples like: get a quote, sign up, buy now, download app. Recognise its importance in generating leads through social media platforms.

5. Social Media Management

Online Advertising

• Identify some common examples of search engine marketing (SEM) platforms.
• Identify some common examples of online advertising platforms.
• Understand different types of online advertisement like: floating, pop-up, video, image, banner, text.
• Understand the term sponsored post. Recognise its importance in increasing interaction and engagement on social media.

E-Mail Marketing

• Identify some common examples of e-mail marketing platforms.
• Create an account in an e-mail marketing application.
• Create, edit, delete a contact list in an e-mail marketing application.
• Create a campaign, select a template in an e-mail marketing application
• Send, schedule an email in an e-mail marketing application
• Understand the terms opt-in, opt-out.

Mobile Marketing

• Outline some reasons to use mobile marketing like: access to more customers, targeting customers based on location.
• Understand the term mobile application. Understand how mobile applications can be used like: promoting a business/service, offering services, generating sales.
• Outline some considerations for a mobile marketing campaign like: creating a mobile-friendly website, tailoring keywords for mobile, tailor your ads for mobile
• Understand options for mobile advertising like: video ads, search ads, display ads, social media ads, application ads.

6. Analytics

Getting Started

• Understand the term analytics. Recognise the importance of analysing performance of a digital marketing campaign.
• Create an account in an analytics tool.
• Set up an analytics report for a campaign: website, social media, e-mail marketing, advertising. Export a report as a .csv file.
• Schedule an analytics report e-mail: website, social media, e-mail marketing, advertising.
• Understand the term split testing. Recognise its importance in measuring the success of campaigns like: e-mail marketing, online advertising.

Web Analytics

• Understand the term web traffic and the importance of attracting quality web traffic.
• Understand common analytics terms like: unique visitors, impressions, clicks, bounce rate, conversion rate, click through rate (CTR), tracking code, referrals.
• Identify some common website analytics tools.

Social Media Insights

• Understand the term social media insights. Recognise the importance of analysing the influence of your marketing activities on social media platforms.
• Understand social media insights terms like: engagement, reach, mentions, trends, inbound links.
• Identify some common social media insights tools.

E-Mail Marketing And Online Advertising Analytics

• Understand common e-mail analytics terms like: open rate, click rate, bounce rate, unsubscribe, total subscribers.
• Understand common online advertising analytics terms like: pay per click (PPC), cost per thousand (CPM), cost per acquisition (CPA) and cost per conversion (CPC).