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DMA: Data and Marketing Association
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Course Details

Digital Marketing Institute Certificate

Earn your certificate in digital marketing from DMA! Go behind the scenes of some of the most effective campaigns and strategies in digital storytelling, content marketing, video and gamification strategies from the most successful brands on earth

$649 non-members $1049 Take This Course

Course Description

Don’t blink. Because in the nanosecond that your eyes were closed, something changed in the world of digital marketing. To keep up with the changes and propel your career forward, you need to master the foundational concepts.

The DMA Digital Marketing Certificate – offered in conjunction with our 2-day Digital Marketing Institute – will set you up for digital success. In this information-packed seminar, you will gain practical, actionable insights on website optimization, search, email, online advertising, content marketing, gamification, social, mobile and emerging media. You’ll also learn how to use digital channels to create unforgettable customer experiences, acquire customers, engage and retain them, and turn them into advocates for your brand. And, perhaps most importantly, you’ll be exposed to online analytics, so you’ll know how to measure success, fine-tune your strategy and optimize your program.

At the conclusion of your seminar, you will be eligible to take the Digital Marketing Certificate exam. Upon completion you will receive your DMA badge in Digital Marketing to display prominently on your resume, business card, and social media profiles – showing that you have attained an elite status as a professional marketer.

Customers are online, making buying decisions. If you want to influence them to choose your brand, and show you have what it takes to leverage the proper digital channels, take the DMA Digital Marketing Certificate program.

Topics

  • Website optimization
  • Search
  • Email
  • Online Advertising
  • Personas
  • Gamification
  • Social, Mobile and Emerging Media

Instructors

headshot
Neil Feinstein
Assistant Professor St. John’s University Read Biography »
Day 1 — Activate

Introduction

  • Two elements of digital marketing
  • History of digital
  • Strategic context / A New World Order
  • The old way to sell / The new way to sell
  • The Path to Purpose
  • The Ins and Outs of Personas
  • User Experience “Don’t Make Me Think”

Personas

  • Marketing 1.0 (product based)
  • Marketing 2.0 (consumer based)
  • Marketing 3.0 (collaboration based)
  • Our new marketing partners
  • Defining customers
    • Traditional ways
    • Segmentation
    • Personas
  • Traditional ways
  • Segmentation
  • Personas

Usability

  • Why consumers go online
  • Usability definition(s)
  • Usability tenets
  • 6 Digital design tenets
  • Writing for the Web
    • 18 web copywriting tips
  • Applying tips & tenets to landing pages (includes multiple award-winning samples)

Storytelling

  • How storytelling works
  • Multiple storytelling samples
  • Modern techniques for storytelling

Content Marketing

  • Definition
  • Components of Content Marketing
  • Most powerful Content Marketing channel

Video

  • Why video works
  • Video samples

Gamification

  • What Gamification is NOT
  • What Gamification is
  • Definition
  • According to Gartner…
  • Most famous example of Gamification
  • In-class Exercise: Gamification brainstorm
  • A Word on Marketing Automation

Driving Website Traffic

  • Digital advertising firsts
  • Our “Any Time, Any Where” culture
  • Digital marketing charts

Search

  • SEM / PPC definition
  • SEO / Organic Search definition
  • How SEO works (video)
  • SEO principles & best practices
  • SEO tools
  • Tips on writing text ads (video)
  • Search metrics

Email

  • Objectives
  • What works creatively
  • Award-winning email example
  • Email metrics

Online Advertising

  • The online advertising Ecosystem
  • Buying/Selling online ads simplified
  • Demand Side Platform benefits
  • Online targeting options
  • Programmatic buying / what it is
  • Programmatic buying / benefits & barriers
  • Online advertising metrics
  • Online advertising creative
    • Formats
    • 6 Foundations of Great Digital Creative
    • The story arch
    • Creative showcase

Day 2 — Energize
Social Media

  • Definition
  • Social Media MARKETING
  • Slaying conventional wisdom
  • The Social Media landscape
  • In-class exercise: Which Social Media & Why
  • 2 Classifications of Social Media
  • Social INFLUENCE Marketing
  • 3 Types of Influencers
  • Social Tehnographics
  • Groundswell’s POST Method
  • Native Advertising
  • Social Media measurement
    • How to justify Social Medial to your CFO
    • Glossary of Social Media measurement terms
    • Answering the tough ROI question

Mobile

  • What is mobile marketing?
  • Mobile ownership & usage statistics
  • What people are doing on their phone
  • Types of mobile marketing
  • Mobile media basics
    • Text/SMS
    • Websites
    • Apps
  • New App Checklist
  • Tracking by tactic
  • Mobile Ad Buying: a primer
  • Guide to smart mobile media
  • Case Study: Doctors Without Borders

New Rules

  • “Your brand is whatever your customers say it is…”
  • Prosumers
  • The New Rules of Marketing & PR
  • Neil’s New Rules
  • Customer Delight
  • Journey Mapping / A brief overview & methodology
  • Focus on the end game
  • 3 Basic Social Media Strategies (with examples)

*Outline is subject to change.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

Try:
  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Interested In Taking The Digital Marketing Institute Certificate Course?

Next Available Courses

June 11 - 12, 2018 9:00am - 5:00pm New York, NY Register
August 6 - 7, 2018 9:00am - 5:00pm Chicago, IL Register
September 17 - 18, 2018 9:00am - 5:00pm New York, NY Register
October 22 - 23, 2018 9:00am - 5:00pm New York, NY Register
November 15 - 16, 2018 9:00am - 5:00pm New York, NY Register
December 10 - 11, 2018 9:00am - 5:00pm San Francisco, CA Register
View Future Dates & Times

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