Online Marketing Foundation

These 12 modules provide an introduction to online marketing and cover each of the different disciplines. MODULES SEO Web Analytics Demand Generation Pay Per Click Email Usability Online PR Content Marketing Strategy Strategy Mobile Marketing Strategy Social Media Information Research

All modules are accredited by C P D C e r t i f i c a t i o n S e r v i c e

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All courses are delivered exclusively online . This means you can access your training from any location with internet access, and do so at the most convenient time. Our range of courses have all the benefits of the existing SES and ClickZ events program with a number of additional advantages: 4 Complete courses in your own time and pace 4 Stop and continue learning when you are ready 4 Track your progress to help understand your learning development 4 Complete interactive exercises and finish with a test 4 After completed, receive a certificate and CPD points 4 Each course contains a number of modules covering the different aspects of the subject 4 Each module lasts approximately 1 hour

The Online Marketing Foundation course consists of 12 modules which provide an introduction to online marketing and cover each of the following disciplines.

SEO
This module will make sure your customers can find you when using organic searches 4 Differences between SEO and SEM 4 4 4 4 4 The features of todays search results The importance of the keyword The steps in the SEO process The importance of measurement and analytics Final thoughts

Authored by Mark Jackson

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Web Analytics
This module shows you how to use the statistics that you have generated in relation to clicks, hits and visits to determine your strategy: 4 What web analytics means to you as a business owner 4 How data is collected and which method will work for you 4 How to decipher data and interpret it to meet your business objectives 4 How to set and track your goals, increase your conversion rate and your ROI 4 Tactics for tracking and interpreting online and offline visitors by: Tracking events Traffic sources Email campaigns Tracking links

Authored by Thom Craver

Demand Generation
After this module, you will be able to: 4 Define demand generation and the key terms and acronyms used in this area 4 Differentiate between B2C and B2B 4 Identify the 6 stages of the B2B scales cycle and the length of these cycles to conversion 4 List the key tactics for generating leads and appreciate their relative success vs. cost 4 Know several methods for optimizing conversion rates including: The use of A/B & MVT What to test and the quality of leads 4 Measure KPIs leads, CPL, Sales, ROI 4 Appreciate some of the consideration in converting leads to sales 4 Sales cycles 4 Conversion funnel types

Authored by Crispin Sheridan

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Pay Per Click

Authored by Kevin Lee

After this module, you will: 4 Understand the benefits of balancing SEO and PPC resource allocation to obtain marketing objectives 4 Understand the importance of relevant keywords and phrases to optimize the opportunity of each 4 Know how to optimize your quality score through a knowledge of the factors which go into Googles Quality Score and Ad Rank 4 Identify how to develop your AdGroups, and what you need to remember when structuring them 4 Appreciate post-click behaviours and optimizing around balance rates and stickiness 4 Identify the best strategies for optimizing retargeting opportunities as well as appreciate when you may not want to retarget

Email
By the end of this module, you will be able to: 4 Appreciate how useful email can be when used as part of your marketing mix 4 Know the importance of permission in email marketing and the two primary types there are to consider 4 Understand the importance of online calls to action when growing your email list 4 Understand the importance of the online registration page and know how this can be improved to best utilize your websites traffic 4 Know the different types of email and when it is best to use these 4 Understand why it is important to recognize the issues with email deliverability 4 Recognize the laws regarding email marketing and understand the general practices which make it easy to comply with the laws in almost every country 4 Know the importance of tracking opens and clicks and how to do this

Authored by Jeanne Jennings

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Usability
By the end of this module, you will: 4 Appreciate the fundamentals underlying website usability, including: How it is defined and measured in the context of tasks and goals Listing the 6 steps to website usability Explaining why usability is an important factor to make/save you money 4 Be able to list the key usability activities including usability testing and heuristic (expert) reviews and: Describe what usability testing includes Advantages and disadvantages of focus groups 4 Appreciate what usability professionals are actually measuring 4 Understand the myths and misconceptions regarding website usability, including: The best time to conduct usability tests on a website Whether you are testing the website of the users Whether a focus group is a usability test

Authored by Shari Thurow

Online PR

Authored by Lisa Buyer

By the end of this module, you will: 4 Know the different topic areas that you can cover in an online press release 4 Appreciate who you are writing for and the different content and ways of searching they use to access content 4 Understand that keyword research is required and that your chosen topic will dictate the keyword and how keyword tools work 4 Know the format for writing a press release and the best ways to make newsworthy and engaging content 4 Understand how multimedia such as images and videos can be used within a press release to optimize your online PR plan 4 Recognize the tools available that can be used to analyze and measure the distribution of your press release 4 Recognize how social media can be used to optimize SEO and understand how to build a special media content strategy to distribute content

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Content Marketing Strategy

Authored by Heidi Cohen

By the end of this module, you will: 4 Understand how integrating your content marketing goals with your overall business goals will support your business development 4 Recognize the potential content areas across your organization and the various ways this can be reproduced in social media 4 Utilize user-generate content by working with online communities to generate feedback on your business 4 Utilize user-generated content by working with online communities to generate feedback on your business 4 Recognize the importance of an editorial calendar and understand the factors you should consider when deciding what content to use and when 4 Identify how the metrics that already exist in your organization can be used to build up and support your content marketing strategy

Social Media
The essentials of using social media as part of your online marketing strategy.

Authored by Li Evans

By the end of this module, you will: 4 Understand that social media can be an efficient marketing channel and that using Twitter, Facebook and other channels is a good way to disseminate your content. 4 Know the importance of planning your strategy when marketing in social media and that this must fit in with the business goals you hope to attain. 4 Know who your audience is and where the communities are that you should engage with. Research how and why you should interact with them and how to get the most value of this relationship. 4 Learn what you can look for to measure your campaigns success. 4 Include details of your social media campaigns with your other marketing strategies to integrate your content, remembering that social media doesnt happen on its own.

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Mobile Marketing Strategy

By the end of this module, you will: 4 Understand the meaning of mobile marketing and the benefits it will have for your overall marketing strategy 4 Know the variety of options available within mobile marketing and the benefits these will have for your business, with a focus on SMS and email 4 Appreciate the value in the different mobile marketing media, including advertising, mobile phone apps and mobile video 4 Understand the important differences to consider when developing your website for a mobile market and how to facilitate a smaller screen with a slower connection 4 Learn the 7 mobile website must haves and the 10 mobile metrics for measuring your success

Authored by Heidi Cohen

Strategy
By the end of this module, you will: 4 Understand how approaching internet marketing strategically, by defining your goals and objectives, will increase the chances of success for your business online 4 Know the 8 stages of the Social Media Plan and how these will benefit your business 4 Appreciate the value in including a relevant call to action to your online content and how to link this to the overall goals for your online marketing strategy 4 Understand how to measure your online success as a business value focused on a high return on the investment of time, money and resources that have been spent on your online strategy 4 Understand what it means to use a balanced approach to measure your online success and how it is important to tie this back to your overall business results

Authored by Krista Neher

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Information Retrieval

Authored by Mike Grehan

By the end of this module, you will: 4 Know the difference between data retrieval and information retrieval 4 Have learned about the history of the World Wide Web as a basis of understanding how search engines work by use of a Crawler, and what you can do to make your web page more responsive to search engines 4 Have knowledge of the highly complex vector space model developed by Professor Gerard Salton, and how the search engine index is created from this 4 Understand how connected marketing works, and how this new information exchange on social networks and in online communities has changed how brands and companies now respond to consumers 4 Understand the differences in user intent, whether informational, navigational or transactional, and the three-point taxonomy of search as well as how search engines record end user data

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INSTRUCTORS

Mark Jackson

SEW Expert & President/CEO, VIZION Interactive

Mark Jackson joined the interactive marketing fray in early 2000. His journey began with Lycos/Wired Digital, where he managed several integrated marketing programs with a focus in the finance vertical. He then worked with AOL/Time Warner on cross-platform marketing programs. After the bubble burst, Mark established an interactive marketing agency and has since cultivated it into one of the most respected search engine optimization firms in the United States. Mark is a board member of the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM) and a member of the Dallas/Fort Worth Interactive Marketing Association (DFWIMA). He received a B.A. in journalism/advertising from the University of Texas at Arlington in 1993 and spent several years in traditional marketing (radio, television, and print) prior to venturing into all things web.

Thom Craver

Web and Database Specialist, Saunders College (RIT)

Thom Craver is a Web and Database specialist for the Saunders College of Business at Rochester Institute of Technology where he runs all Web and social presences. He has been coding HTML since 1993 and has been involved in search marketing since 1999. Thom is a serial entrepreneur who piloted one of Rochesters first Web marketing firms for eight years until successfully merging with an interactive agency. He consults to businesses on search marketing, carrying lessons learned into his guest lectures at RIT. Thom is a regular contributor to Search Engine Watch, writes a monthly column for ComputerLink Magazine and has authored training manuals published by SVI Training Products and Technical Learning Resources.

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Crispin Sheridan

SES Advisory Board & Sr Director of Search Marketing Strategy, SAP

Crispin Sheridan is the Senior Director of Search Marketing at SAP in New York. As part of the Global Demand Generation team, he established and runs the Search practice at SAP for the shared goals of awareness, lead generation and sales. He is responsible for Paid and Organic search and has driven SAPs strategy to harness the power of the channel to drive efficiency in lead generation across SAPs ecosystem. Crispin manages the centralized and globally funded Search practice at SAP with both in-house and agency support. A frequent guest speaker at Search Engine Strategies conferences, including New York, San Jose, Chicago and London, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Googles B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.

Kevin Lee

Co-Founder & Executive Chairman, Didit

Kevin Lee has been an acknowledged search engine marketing expert since 1995. Kevin translates his years of SEM expertise into Didits proprietary Maestro search campaign technology. Didits unparalleled results, custom strategies, and client growth have earned Didit recognition in the 2007 Inc. 500 (No. 137), as well as a No. 3 position on Deloittes Fast 50 (NY region). Kevins column for ClickZ, Paid Search Strategies, is read by thousands. Industry leadership includes being a founding board member of SEMPO and its first elected chairman, membership on the DMA search engine marketing council, and the IAB search committee. The Wall Street Journal, Business Week, The New York Times, CNET, USA Today, San Jose Mercury News, and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus NYU, Columbia, Fordham, and Pace universities. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan.

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Jeanne S. Jennings

Consultant, Email Marketing Strategy, JeanneJennings.com

Jeanne S. Jennings is a sought-after consultant, author and speaker on effective email marketing strategy and tactics. Her direct response focus produces results for her clients, which include Hasbro, Mayo Clinic, Museum of Science|Boston, U.S. Chamber of Commerce, Verizon and Weight Watchers International. Jeanne has been working in the online realm for over 20 years, beginning with CompuServe in the late 1980s; learn more at www.JeanneJennings.com.

Shari Thurow

Founder & SEO Director, Omni Marketing Interactive

Shari Thurow is the founder and search engine optimization (SEO) director at Omni Marketing Interactive, a full-service SEO, Web site usability, information architecture (IA), and Web design firm. Shari has designed and promoted Web sites since 1995, and is outsourced to many firms worldwide. Clients include Yahoo, Microsoft, America Online, ABC News, HSBC, Expedia, Deloitte and Touche, National Cancer Institute, and WebMD. As a pioneer in the area of search engine-friendly website design, she has a 100 percent success rate for getting client sites ranked at the top of search engines. She is the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Russian, and Polish. Her new book, When Search Meets Web Usability was released in 2009.

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Lisa Buyer

President & CEO, The Buyer Group

When it comes to relationships, Lisa Buyer @lisabuyer believes the connection between social media, search and public relations is exponential. As the founder of three media companies and CEO of The Buyer Group, Lisa is ambitious about the influence of public relations on social media, SEO and SEM, and she continues to share her innovative approach with clients, peers and associates. Lisa is the editor of several blogs and teaches online courses on applying social media to business networks. She is a regular speaker and moderator on topics of online PR, social media and search at national conferences, including Search Engine Strategies and PubCon. Lisa is a certified Google AdWords professional and is a SEMPO and SFIMA member. She served on the executive board of the American Lung Association of Florida and is past-president of International Association of Business Communications South Florida chapter.

Heidi Cohen

President, Riverside Marketing Strategies

Heidi Cohen is the president of Riverside Marketing Strategies, an interactive marketing consultancy. She has over 20 years experience helping clients increase profitability by developing innovative marketing programs to acquire and retain customers based on solid analytics. Prior to starting Riverside Marketing Strategies, Heidi held a number of senior-level marketing positions at The Economist, the Bookspan/Doubleday Direct division of Bertelsmann, and Citibank. Since 2002, Heidi has been a member of the faculty of NYUs master of science in integrated marketing program, where she received NYUs Outstanding Service award. Heidi is also a popular speaker on current industry topics.

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Liana Evans

Author and Co-Founder & CEO, LiBeck Integrated Marketing@storyspinner

Liana Li Evans is the author of the social media marketing book, Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media and she is the Co-Founder and CEO of LiBeck Integrated Marketing. Li is an established online marketing industry veteran with over 15 years experience specializing in Search Marketing and Social Media Marketing. Her deep technical background combined with a public relations background enables her to partner with clients for establishing successful online marketing campaigns that combine cross channel tactics cohesively. Li was the Search Engine Optimization (SEO) and Social Media Marketing architect for such companies as QVC, Comcast (Fancast) and several other different sized companies. Her wealth of knowledge in dealing with large e-commerce and content sites allows her a wider perspective into what it takes to launch successful marketing campaigns in the online space.

Krista Neher

CEO, Boot Camp Digital

Krista Neher is the CEO of Marketess, a marketing consultancy that emphasizes the creative use of technology and social media to grow brands online. Marketess has provided marketing solutions for Fortune 500 companies as well as startups and small businesses. Marketess brings a unique combination of traditional marketing skills and experience, technical knowledge, and creative new marketing approaches with an emphasis on online and social media marketing. Krista worked at Procter and Gamble for five-plus years in sales, finance, and marketing. While there, she worked on some of the biggest brands and on some of the largest and most successful product launches. Prior to Marketess, Krista was the VP of marketing for Photrade.com, a technology startup where she used branding, strategic marketing, technology, and social media to grow the business. Krista is an active blogger and social media enthusiast.

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Mike Grehan

Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ

Mike Grehan is VP, Global Content Director with Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series. Previously, he worked as a search marketing consultant with a number of international agencies, handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is the author of numerous books and white papers on the subject. He is chair of the SES advisory board. In March 2010, he was elected to SEMPOs board of directors.

P R I C I N G D E TA I L S
Pay by Module # OF MODULES 1 Module 2 Modules 3 Modules 4 Modules 5 Modules 6 Modules 7 Modules 8 Modules 9 Modules 10 Modules 11 Modules 12 Modules ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ ___________ COST $ 200.00 $ 400.00 $ 510.00 $ 640.00 $ 800.00 $ 900.00 $1,050.00 $1,120.00 $1,260.00 $1,300.00 $1,320.00 $1,440.00

CONTAC T INFORMATION
US Team Gerry Houser e-Learning Coordinator T +1 (646) 736 1871 E Gerry.Houser@incisivemedia.com UK Team Rubie Romanay Marketing Manager T +44 (0)20 7004 7421 E rubie.romanay@incisivemedia.com

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As well as Online Marketing Foundation, the ClickZ Academy course selection also includes:

Email Strategy 7 modules to help you maximize your email marketing efforts and ensure that you are aware of the restrictions in different countries.

SEO 6 modules covering all aspects of Search Engine Optimization from the Fundamentals and Best Practices to Keyword Research and Mapping.

Paid Search Strategies Optimizing your paid search strategy - 8 modules covering everything from basics to landing page design.

Social Media YouTube, Twitter, Facebook and LinkedIn are just some of the social media tools that can be used. 10 modules to tell you how.

Web Analytics The 6 modules of the Web Analytics course cover all aspects of web analytics from KPIs and segmentation techniques to attitudinal analytics.

All modules are accredited by CPD Certification Service

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