Digital Marketing with wordpress

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.

Getting started

1
Lecture 1.1 Installing WordPress
2
Lecture 1.2 Custom installation
3
Lecture 1.3 One-click installation

The WordPress dashboard

1
Lecture 2.1 Screen options
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Lecture 2.2 Customizing your dashboard
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Lecture 2.3 Editing your profile
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Lecture 2.4 Logging out

Updating WordPress

1
Lecture 3.1 installations

Posts in WordPress

1
Lecture 4.1 Difference between posts and pages
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Lecture 4.2 Creating a new post
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Lecture 4.3 Visual and HTML editor
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Lecture 4.4 Adding media
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Lecture 4.5 Inserting a gallery
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Lecture 4.6 Full screen editing
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Lecture 4.7 Autosave
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Lecture 4.8 Categories and tags
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Lecture 4.9 Using custom fields
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Lecture 4.10 Previewing, publishing, and saving
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Lecture 4.11 Editing an existing post
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Lecture 4.12 Quick edit Deleting and viewing a post
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Lecture 4.13 Changing post status and visibility
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Lecture 4.14 Permalinks and shortlinks

Media in WordPress

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Lecture 5.1 The library
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Lecture 5.2 Scaling and cropping images
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Lecture 5.3 Media metadata Uploading media

Adding Links in WordPress

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Lecture 6.1 Adding links Lecture 7.2 Link categories
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Lecture 6.2 Link categories

Pages in WordPress

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Lecture 7.1 Adding, editing, and deleting pages
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Lecture 7.2 Page attributes
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Lecture 7.3 Parent pages
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Lecture 7.4 Templates Ordering pages
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Lecture 7.5 Ordering pages

Comments

1
Lecture 8.1 Enabling and disabling comments
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Lecture 8.2 Setting default behaviors for comments
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Lecture 8.3 Viewing comment
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Lecture 8.4 Comment approval process Dealing with spam
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Lecture 8.5 Deleting comments

Appearance

1
Lecture 9.1 Installing and managing themes
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Lecture 9.2 Widgets
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Lecture 9.3 Menus
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Lecture 9.4 Appearance Editor Editing the CSS files

WordPress Plugins

1
Lecture 10.1 What are plugins?
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Lecture 10.2 Finding plugins
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Lecture 10.3 Installing plugins Activating and deactivating plugins
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Lecture 10.4 Editing plugin settings
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Lecture 10.5 Deleting plugins

WordPress Users

WordPress tools

WordPress Settings

1
Lecture 12.1 Adding, editing, and deleting users User roles and permissions
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Lecture 12.2 Importing content from another site Exporting your WordPress data
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Lecture 12.3 General 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

Writing settings

Reading settings

Discussion settings

Media settings

Privacy Settings

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Lecture 13.1 Changing the post box size Using emoticons Changing default post and links Post to your site via email Remote publishing
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Lecture 13.2 Changing default page behaviors
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Lecture 13.3 Default article and comment settings Comment moderation settings
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Lecture 13.4 Image sizing Embedding media Changing the default folder for uploaded files
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Lecture 13.5 Permalink settings Photo Album configuration

WordPress theme overview

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Lecture 14.1 Anatomy of a theme Creating child themes Theme stylesheets Functions file Referencing files from a template Overview of WordPress theme customization

Introduction to Digital Marketing

1
Lecture 15.1 Planning a Digital Marketing Campaign
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Lecture 15.2 Website Planning and Development
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Lecture 15.3 Essentials of a website

Google Analytics

1
Lecture 16.1 Fundamentals of Google analytics
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Lecture 16.2 Monitoring bounce rate
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Lecture 16.3 Tracking conversions
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Lecture 16.4 Monitoring Traffic Source Performance
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Lecture 16.5 Monitoring Visitor behavior
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Lecture 16.6 Setting up Dashboards

Search Engine Optimization

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Lecture 17.1 SEO Strategy
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Lecture 17.2 Tools to find keywords (paid & free)
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Lecture 17.3 Keyword research
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Lecture 17.4 Planning SEO of a website
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Lecture 17.5 On Page Optimization

SEO Tools

1
Lecture 18.1 Off Page Optimization
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Lecture 18.2 Google Search Console
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Lecture 18.3 Content Marketing

Search Engine Marketing

1
Lecture 19.1 Online advertising & Ad Networks
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Lecture 19.2 Introduction to Google AdWords
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Lecture 19.3 Keyword Research
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Lecture 19.4 Creation of Search Campaigns
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Lecture 19.5 Writing Compelling Ad Copies
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Lecture 19.6 Creation of Effective Campaigns and Ad groups
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Lecture 19.7 Display Campaigns
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Lecture 19.8 Tracking & measuring ROI of online advertising
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Lecture 19.9 Optimizing Ad Performance
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Lecture 19.10 Strategy of allocate funds to various online advertising platforms

Strategy for Social Media Marketing

1
Lecture 20.1 Defining the communication strategy
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Lecture 20.2 Setting up brand presence
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Lecture 20.3 Social Listening
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Lecture 20.4 Engaging with followers

Google Adword

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Lecture 21.1 Introduction to Google AdWords
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Lecture 21.2 lead generation
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Lecture 21.3 display ads
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Lecture 21.4 monitoring

Youtube Marketing

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Lecture 22.1 Gain Subscriber
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Lecture 22.2 Get Youtube Views
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Lecture 22.3 Adding tags to be on trending

Facebook marketing

1
Lecture 23.1 Setting Fb Page
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Lecture 23.2 Likes on Page
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Lecture 23.3 Paid Marketing on FB

Instagram Marketing

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Lecture 24.1 Get Followers Page post Ad posting Page Maintaining

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Enrolled: 45544 students
Duration: 2 Month
Lectures: 97
Level: Intermediate