Online Digital Marketing Course
After the completion of my dissertation, I decided I wanted to continue research into marketing, and enrolled on an online Digital Marketing Course through pinlearning.
The online course included 14 modules:
- Blogs
- Designing a website & it's contents
- Digital Marketing
- Digital Marketing campaigns
- Display advertising
- Email marketing & email promotion
- Mobile marketing
- PR & reputation managament
- Search engine marketing
- Search engine & search engine optimisation
- Social media marketing (LinkedIn & Facebook)
- Web analytics
To further my understanding of the course, I created a digital marketing terminology document to ensure I could refer back to key words within future work.
SEM – Search engine marketing
SEO – Search engine optimisation
SERP – Search engine results page
Bounce Rate – indicates how soon visitors leave from a site after arriving there. A high bounce rate indicates that there is a problem with the website or its content
Click through – the actual moment when a link that leads the user to another section page on the same site or to any external site is clicked
Click through rate (CTR)– represents the number of clicks received by a web page or the number of times the page has been viewed
CPC (Cost per click) – the actual price you pay for each click on your campaigns
CPM (cost per thousand impressions) – model refers to advertising bought on the basis of impression. The total price paid in a CPM deal is calculated by multiplying the CPM rate by the number of CPM units.
Conversion – any task that helps in completing goals of a site e.g. selling products and services, making visitors sign up for newsletter etc..
Conversion rate – the percentage of website visitors who are able to accomplish any one of the websites goals
Cookie – is the data saved on the users computer by the sites they have recently visited. Cookies are used for tracking user authenticity, preferences, sessions, browsing activity etc…
Entry page – a web page where the user reaches or lands on a site for the first time. It is not necessary that the home page of a site is also its entry or landing page.
Exit page – the last web page viewed by a user before leaving a site. Exit pages indicate problems and they must be identified and studied especially in sites having high bounce rate.
Filters – a mechanism or a specific set of rules used by an analytical tool to pull out the desired information from a large amount of statistical data
Impressions – indicates the number of times an online ad displayed on a particular web page is viewed
Key performance indicators – important factors that point towards the overall well being of a websites and its marketing campaigns
Online reputation management (ORM) - A form of public relations management. The main objectives is to manage the online image of a company and to reduce negative impact.