Digital Marketing Fundamentals

Digital Marketing Fundamentals

by Greg Jarboe, Matt Bailey, Michael Stebbins
Released March 2023
Publisher(s): Wiley
ISBN: 9781119894575

Read it now on the O’Reilly learning platform with a 10-day free trial.

O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial

Book description

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.

Table of contents

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

Product information

  • Title: Digital Marketing Fundamentals
  • Author(s): Greg Jarboe, Matt Bailey, Michael Stebbins
  • Release date: March 2023
  • Publisher(s): Wiley
  • ISBN: 9781119894575