Fundamentals
Who is this training course suitable for?
Our Internet Marketing course is suitable for marketing staff and consultants, web designers, IT technical staff, marketing agency staff and anyone who needs to learn the fundamentals of Internet Marketing.
This course covers a broad overview of Internet Marketing and many syllabus items are a cut down version of the more in-depth Paid Search (PPC) Marketing Course and Search Engine Optimisation (SEO) Course.
Prerequisites
A basic grasp of marketing is all that is required. No technical skills are required.
Benefits
This course will provide a strong enough understanding for individuals to manage others or agencies and to decide how their organisation will tap into the associated benefits of Internet Marketing.
You will be able to build a comprehensive checklist for yourself, your in-house marketing team or your 3rd party agency. Learn how to tune your web site pages and other techniques to attract more visitors. Learn about setting budgets for PPC marketing and how to select appropriate key terms. Develop a strategy for your e-mail marketing campaign and learn how to start affiliate marketing.
For a more detailed approach to SEO or PPC, you might consider our Search Engine Optimisation course and Paid Search (PPC) course.
Course Syllabus
Search Engine Marketing (SEM)
Introduction
Types of search engine marketing
SEO vs PPC
Search Engine Optimisation (SEO)
Strategy
Selecting key terms
Analysing competitors
Optimising web pages
Indexing web sites
Google sitemaps tool
Index inclusion and coverage
Keyterm usage
Web spiders and how to write for them
Web page design for SEO
Link building importance
PageRank
Paid Search (PPC)
Types of paid search marketing
Strategy
PPC budgets
Selecting key terms
Key term matching
Search network vs content network
Bid management
Creative optimisation
Listing position strategies
Writing and improving ad copy
Dayparting (showing ads at certain times)
Dealing with click fraud
Landing pages
Banner Advertising
Overview
Email Marketing
Overview
Strategy
Campaign planning
E-mail design (HTML)
Email service providers
Examples
Affiliate Marketing
Overview
Affiliate networks
Merchant and affiliate benefits
Costing
Appropriate affiliate networks
Examples