- Instructor: mrweb
- Lectures: 100
- Duration: 10 weeks
Digital is a dynamic and ever-growing space. In this section, we give an overview of digital’s history and the direction it is taking for the future.
Introduction
Mediaocean’s Field Guide to Digital Advertising aims to provide a high-level overview of the digital marketing world in a short, easy-to-understand package, with plenty of visuals and a robust glossary to answer your questions.
If you work in digital marketing, it’s more than likely you’ve seen a derivative of the now infamous “lumascape” that displays the myriad of players and technologies that make digital marketing incredibly complex and exciting – however, it’s also easy to feel overwhelmed.
What is digital marketing?
Digital marketing is the strategy and processes that connect advertisers with their audiences across digital channels. An advertisement itself is a piece of creative shared via digital inventory – the space a publisher makes available for advertisements on its platform.
Digital refers to a number of different channels, all used to uniquely engage audiences and tackle various goals of the conversion funnel. The digital channels include display, search, mobile, social, and video. Referred to as “Inbound Marketing” digital allows you to interact with advertisements and communicate back to advertisers.
Thanks to digital’s vast amounts of targeting technology and capturing of personal data, marketers are able to reach both large audiences and more granular segments without compromising scale. This includes being able to target by specific attribute including demographic, behavioral, psychographic, and more. Not only can marketers target groups of people, they can also target specific devices and even individual users regardless ofwhat device they may be using.
Additionally, digital marketers are especially determined to measure success of campaigns. A number of user engagements can be tracked such as impressions, clicks, website hits, leads, and actual purchases. In as much, digital makes it easier than traditional media to track Return on Investment (ROI), helping marketers to see the efficacy of their campaigns and make better decisions for optimization and the future.
How does digital differ from traditional advertising?
Traditional refers to linear TV, print, radio, direct mail, and out-of-home (often known as billboard) advertising. A key differentiator of these medias is that the messaging is a one-way conversation. This defines traditional as “Outbound Marketing” in that it reaches out to consumers, but consumers do not communicate back.
Moreover, traditional’s targeting is much broader as it is defined by only an estimate of viewership. If an advertiser wanted to execute more granular targeting by coupling different demographic and behavioral attributes, they would be unable to, as publisher audiences are more loosely defined with traditional media.
The final major difference – which is often times used as a point of argument among the two sides, is traditional’s lack of measurement methods. If a potential customer views an ad on linear TV and later buys that product in-store – it is impossible for marketers to precisely connect the action back to the advertisement. What marketers are able to do instead, is measure sales lift prior and post campaign. Another method is including a specific phone number or email address in advertisements whenever possible, so that conversions can be directly attributed.
Despite digital’s advantages, traditional media channels are still largely popular for consumers and the two can be seen interacting as media convergence becomes more prevalent. Media convergence is the blending of media forms into one platform for purposes of delivering a dynamic experience. You can read more about this in the Media Convergencesection.
How does digital marketing stack up against traditional marketing in the modern era?
A recent report by eMarketer concluded that in 2019, digital ad spend will account for 51.1% of the total ad spend worldwide, which is 4.8% higher than 2018. Traditional ad spend will account for 30.4% of the total ad spend worldwide in 2019, which is 2.6% lower than 2018. OOH, Print, and Radio ad spend will see a decline in 2019.
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Getting started
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Lecture 1.1Installing WordPress
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Lecture 1.2Custom installation
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Lecture 1.3One-click installation
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Lecture 1.4Logging in to WordPress
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The WordPress dashboard
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Lecture 2.1Screen options
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Lecture 2.2Customizing your dashboard
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Lecture 2.3Editing your profile
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Lecture 2.4Logging out
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Lecture 2.5Must have WordPress plugins
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Updating WordPress
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Lecture 3.1installations
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Lecture 3.2Updating plugins, and themes
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Posts in WordPress
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Lecture 4.1Difference between posts and pages
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Lecture 4.2Creating a new post
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Lecture 4.3Visual and HTML editor
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Lecture 4.4Adding media
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Lecture 4.5Inserting a gallery
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Lecture 4.6Full screen editing
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Lecture 4.7Autosave
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Lecture 4.8Categories and tags
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Lecture 4.9Using custom fields
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Lecture 4.10Previewing, publishing, and saving
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Lecture 4.11Editing an existing post
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Lecture 4.12Quick edit Deleting and viewing a post
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Lecture 4.13Changing post status and visibility
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Lecture 4.14Permalinks and shortlinks
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Media in WordPress
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Lecture 5.1The library
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Lecture 5.2Scaling and cropping images
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Lecture 5.3Media metadata Uploading media
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Adding Links in WordPress
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Lecture 6.1Adding links
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Lecture 6.2Link categories
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Pages in WordPress
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Lecture 7.1Adding, editing, and deleting pages
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Lecture 7.2Page attributes
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Lecture 7.3Parent pages
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Lecture 7.4Templates Ordering pages
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Lecture 7.5Ordering pages
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Comments
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Lecture 8.1Enabling and disabling comments
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Lecture 8.2Setting default behaviors for comments
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Lecture 8.3Viewing comment
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Lecture 8.4Comment approval process Dealing with spam
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Lecture 8.5Deleting comments
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Appearance
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Lecture 9.1Installing and managing themes
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Lecture 9.2Widgets
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Lecture 9.3Menus
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Lecture 9.4Appearance Editor Editing the CSS files
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WordPress Plugins
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Lecture 10.1What are plugins?
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Lecture 10.2Finding plugins
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Lecture 10.3Installing plugins Activating and deactivating plugins
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Lecture 10.4Editing plugin settings
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Lecture 10.5Deleting plugins
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WordPress Users,WordPress tools,WordPress Settings
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Lecture 11.1Adding, editing, and deleting users User roles and permissions
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Lecture 11.2Importing content from another site Exporting your WordPress data
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Lecture 11.3General settings Changing the site title and tagline Changing your URL Using a different homepage Updating the admin email address Changing time zones Date/Time format
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Writing settings ,Reading settings,Discussion settings,Media settings, Privacy Settings
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Lecture 12.1Changing the post box size Using emoticons Changing default post and links Post to your site via email Remote publishing
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Lecture 12.2Changing default page behaviors
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Lecture 12.3Default article and comment settings Comment moderation settings
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Lecture 12.4Image sizing Embedding media Changing the default folder for uploaded files
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Lecture 12.5Permalink settings Photo Album configuration
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WordPress theme overview
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Lecture 13.1Anatomy of a theme Creating child themes Theme stylesheets Functions file Referencing files from a template Overview of WordPress theme customization
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Introduction to Digital Marketing
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Lecture 14.1Planning a Digital Marketing Campaign
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Lecture 14.2Website Planning and Development
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Lecture 14.3Essentials of a website
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Google Analytics
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Lecture 15.1Fundamentals of Google analytics
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Lecture 15.2Monitoring bounce rate
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Lecture 15.3Tracking conversions
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Lecture 15.4Monitoring Traffic Source Performance
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Lecture 15.5Monitoring Visitor behavior
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Lecture 15.6Setting up Dashboards
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Search Engine Optimization
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Lecture 16.1SEO Strategy
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Lecture 16.2Tools to find keywords (paid & free)
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Lecture 16.3Keyword research
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Lecture 16.4Planning SEO of a website
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Lecture 16.5On Page Optimization
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SEO Tools
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Lecture 17.1Off Page Optimization
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Lecture 17.2Google Search Console
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Lecture 17.3Content Marketing
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Search Engine Marketing
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Lecture 18.1Online advertising & Ad Networks
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Lecture 18.2Introduction to Google AdWords
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Lecture 18.3Keyword Research
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Lecture 18.4Creation of Search Campaigns
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Lecture 18.5Writing Compelling Ad Copies
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Lecture 18.6Creation of Effective Campaigns and Ad groups
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Lecture 18.7Display Campaigns
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Lecture 18.8Tracking & measuring ROI of online advertising
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Lecture 18.9Optimizing Ad Performance
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Lecture 18.10Strategy of allocate funds to various online advertising platforms
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Strategy for Social Media Marketing
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Lecture 19.1Defining the communication strategy
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Lecture 19.2Setting up brand presence
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Lecture 19.3Social Listening
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Lecture 19.4Engaging with followers
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Google Adword
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Lecture 20.1Introduction to Google AdWords
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Lecture 20.2lead generation
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Lecture 20.3display ads
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Lecture 20.4monitoring
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Youtube Marketing
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Lecture 21.1Gain Subscriber
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Lecture 21.2Get Youtube Views
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Lecture 21.3Adding tags to be on trending
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Facebook marketing
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Lecture 22.1Setting Fb Page
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Lecture 22.2Likes on Page
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Lecture 22.3Paid Marketing on FB
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Instagram Marketing
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Lecture 23.1Get Followers Page post Ad posting Page Maintaining
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