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DMA: Data and Marketing Association
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digital-marketing

Omnichannel Marketing Certificate

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Overview

By completing a DMA Certificate program, you are achieving a new marketing status for yourself as well as gaining global recognition as an elite marketer. You can include marketing certificate designations on your resume or online profiles – ensuring that, as you grow your network, your qualifications as a knowledgeable marketing professional are front and center.

With DMA’s Omnichannel Marketing Certificate Program you will learn the essentials of successful omnichannel marketing – How to develop a winning omnichannel or integrated marketing strategy; How to leverage diverse channels for a streamlined approach; and How to best engage with your customer and maximize ROI.

Powered in part by MediaMath and Optikal, our certificate program brings together today’s leading minds in omnichannel, programmatic and online/offline marketing to equip you with key insights and applied learning in the areas of strategy, channel use, programmatic advertising, and more.

You will learn how Google changed everything, best practices for channel-specific campaigns, how to track your customer journey through the omnichannel journey, and the importance of data in your omnichannel campaign.

The modular coursework for this Certificate includes such topics as:

Integrated Marketing in the Digital Age
Integrated marketing success factors; integrated marketing campaign options; how Google changed everything; 5 stages of the integrated marketing process

Next Generation Omnichannel Marketing
The role of data and data analysis in omnichannel marketing; identifying LV customers and prospects and why they matter

Mapping the Customer Journey with Omnichannel Marketing
What is mapping and why is it important; customer touchpoint engagement; best uses of the channels; segmenting, targeting and profiles

Transmission in Omnichannel Marketing
Understanding and engaging your customer; target audience segments; 7 best practices for targeting; personalization strategies – optimization, predictive analytics and the attribution model

Programmatic Marketing & Media Buying (Programmatic 101)
Header bidding; the publisher waterfall; programmatic; buying ad inventory

Omnichannel Video Marketing
The video advertising landscape; key terms and terminology of video marketing; demystifying technology specific to video campaigns, such as VAST tags; best practices for your video campaigns

Omnichannel Mobile Marketing
The mobile advertising landscape; key terms and terminology of mobile marketing; demystifying technology specific to mobile devices; best practices for your mobile campaigns

Omnichannel Social Media Marketing
The social advertising landscape; key terms and terminology of social advertising; understanding Facebook & Twitter ad types; targeting options relevant to specific goals; best practices for your social campaigns

* Recommended Pre-certificate Coursework:
DMA recommends the following module as pre-work to prepare you for the DMA Omnichannel Marketing Certificate: Offers, Value Propositions, and Calls to Action

The knowledge contained in these courses – while not required – is considered fundamental to the advanced material in the certificate. You may have equivalent knowledge through your professional experience, and if so may not need the pre-certificate coursework. Be sure to review course descriptions to ensure your experience aligns with the base of knowledge required.

The DMA Omnichannel Marketing Certificate modules are designed and led by nationally-recognized experts, ensuring that your learning experience will be the best possible.

Not only will you complete the program with increased knowledge of Omnichannel Marketing, but you’ll also be eligible to take the exam and obtain your certificate.

DMA Certificate & Certification programs set you ahead of the pack and get you one step closer to your professional goals. Just imagine the pride you’ll feel when you receive your DMA Omnichannel Marketing Certificate.

REGISTER TODAY, and you’ll be on your way to being recognized in your department, company, and throughout your industry as an educated, serious marketing professional … a person who works hard to stay current … one who will always do the best job possible … a leader ready at any time to take on new challenges.

About The Instructor

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Michelle Said
Michelle Said is the Senior Manager, Certification and Curriculum Development with the New Marketing Institute. In addition to overseeing and editing documen... Read More »
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James Fink
James began his career in sales, within the media industry. He has successfully closed several deals and his achievements quickly moved him from sales into m... Read More »
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Susan K. Jones
Susan K. Jones is a tenured, full Professor of Marketing at Ferris State University, the principal of Susan ... Read More »

Course Pricing

  • dollar Member - $479
  • dollar Non-Member - $799
See DMA Member Benefits »

Course Duration

  • 6 hours

Not sure a certificate is for you?

  • DMA offers a wide variety of options when it comes to professional development & continuing education in marketing. Click here for a full overview of what we offer.

    Looking for even more training?

    Become a DMA Certified Marketing Professional and leverage your know-how into even greater insights. Talk to a team member today about becoming certified and how it can benefit your work and your career: 212.790.1440 or chat below!

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Integrated Marketing in the Digital Age
In this module, you’ll take on the role of a Marketing Technologist in the exciting and ever-changing world of Integrated Marketing in the Digital Age. You will develop a systematic methodology for conceptualizing, designing, executing and managing an Integrated Marketing Campaign. You will first build a Foundation of knowledge about the history of Integrated Marketing and where it is headed in the future. Next, you will understand the Synergy that exists between creative, marketing channels, offer, operations and analytics. Lastly, you will take a step-by-step tour through the Process of building and launching an Integrated Marketing Campaign.

    Key Takeaways

  • Integrated marketing success factors
  • Integrated marketing campaign options
  • How Google changed everything
  • 5 stages of the integrated marketing process

Next Generation Omnichannel Marketing
Omnichannel marketing is often confused with multichannel marketing, but they are not the same. Omnichannel marketing is the next generation in data-driven marketing. In this module, you will learn what sets omnichannel and multichannel marketing apart, the similarities and differences in these two approaches, and how to implement the important factors forming the basis of successful omnichannel marketing, using data.

    Key Takeaways:

  • The role of data and data analysis in omnichannel marketing
  • Identifying LV customers and prospects and why they matter

Mapping the Customer Journey with Omnichannel Marketing
The “Mapping the Customer Journey with Omnichannel Marketing” module covers Step 2 in the comprehensive Omnichannel Marketing approach: mapping the customer journey. This module follows up on the companion module, “Next Generation Omnichannel Marketing” and covers topics such as touchpoint engagement, channels, segmentation and targeting that are essential in mapping the customer’s journey.

    Key Takeaways:

  • What is mapping and why is it important
  • Customer touchpoint engagement
  • Best uses of the channels
  • Segmenting, targeting and profiles

Transmission in Omnichannel Marketing
Did you know that 90% of mobile users do not have a specific brand in mind when they begin shopping? Your job as a brand is to make that transition from prospect to consumer by properly using an integrated, cross-channel approach when communicating with your audience. The Transmission in Omnichannel Marketing module teaches you how to properly engage your target audience in order to ensure they choose your brand at the moment of conversion.

    Key Takeaways:

  • Understanding and engaging your customer
  • Target audience segments
  • 7 best practices for targeting
  • Personalization strategies – optimization, predictive analytics and the attribution model

Programmatic Marketing and Media Buying (Programmatic 101)
In this video, you will learn what the Publisher Waterfall is, how to disrupt the Publisher Waterfall with header tags, advantages of header bidding, how it works, and what a header wrapper is. You will also learn about programmatic ad buying through open exchange, private marketplace, programmatic guaranteed and preferred deal.

    Key Takeaways:

  • Header bidding
  • The publisher waterfall
  • Programmatic
  • Buying ad inventory

Omnichannel Video Marketing
In this module from DMA & MediaMath, we show you how video is an increasingly important – yet sometimes overlooked – channel for marketing and ad spend, how you can best leverage this medium, and what is on the horizon. You will learn the history and current state of digital video advertising, key terminology specific to video marketing, programmatic and video advertising goals, and best practices.

    Key Takeaways:

  • The video advertising landscape
  • Key terms and terminology of video marketing
  • Demystifying technology specific to video campaigns, such as VAST tags
  • Best practices for your video campaigns

Omnichannel Mobile Marketing
Consumers have already moved to mobile, and advertisers have followed. Mobile spend growth is no longer a hypothetical – it is taking place right now. Mobile is not a separate channel, but a variety of screens and technologies that allow you to access your audience in new ways. In this module from DMA & MediaMath, you will learn the formats, trends and best practices for mobile advertising in today’s technology landscape. Issues from geofencing and deep linking to probabilistic tracking, MRAID and deterministic user log-ins are all covered in this in-depth module.

    Key Takeaways:

  • The mobile advertising landscape
  • Key terms and terminology of mobile marketing
  • Demystifying technology specific to mobile devices
  • Best practices for your mobile campaigns

Omnichannel Social Media Marketing
In this module from DMA & MediaMath, we seek to answer the question, “What is the goal of social advertising?” Learn why social advertising is a must in today’s marketing landscape. As you walk through the social advertising landscape, you will learn its history and its current state, key terms specific to social advertising (such as FMP, TOP, FBX), the differences between Facebook, Twitter, Instagram and Snapchat and the ad types and targeting options for each.

    Key Takeaways:

  • The social advertising landscape
  • Key terms and terminology of social advertising
  • Understanding Facebook & Twitter ad types
  • Targeting options relevant to specific goals
  • Best practices for your social campaigns

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.

Want to do even more with this topic? Join one of our DMA communities and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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